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By Adrian Falk

When it comes to advertising your business, you no longer need months of planning and preparation to launch your campaigns.

When I started my advertising and PR agency over 22 years ago, it took weeks of planning to write clients’ ads, design show-stopping pieces and then manage all of the production for an integrated print, TV and outdoor campaign.

Nowadays, you can launch a social media campaign within a few minutes and then scale it overnight, internationally if you want. You can wake up to a calendar full of potential clients who are all warmed up and waiting to engage your company’s services.

Here are four tactics to use when you’re rolling out ad campaigns on Facebook and Instagram.

1. Be Aware Of Your Audience

Who is your target audience? Knowing your audience is crucial not only for setting up your campaign objectives but also for designing your creative. Not sure where to start? You can use tools like Google Analytics and Facebook’s Audiences section to discover information about your existing customers and identify their key interests and behaviours.

Having a great understanding of your audience also helps you craft your ad copy. You want to ensure that you communicate with your target audience in a tone that will resonate with them.

The great thing about Facebook is that it also offers look-alike audiences that allow you to reach potential new customers based on the attributes of your existing audience. You can simply upload a list of email addresses of current clients and then Facebook will automatically create a look-alike audience for you.

2. Prioritize The Meta Pixel

Properly installing the Meta pixel on your site, landing pages or customer relationship management tool is crucial. The pixel is a powerful way to track your ad audience’s behaviour on your site and then optimize the performance of your ads.

Installing the Meta pixel on your website allows you to track who is viewing your site, what products they add to their cart and what purchases they make. The pixel also can help with conversion tracking. This allows you to determine which ads produce the most conversions so you can optimize accordingly. Using the pixel as part of a retargeting strategy helps you further advertise to those who have visited your site or abandoned their shopping cart.

3. Optimize Often

Make sure you are continuously optimizing your Facebook and Instagram ad campaigns as things can change quickly. Even if you’ve hit a home run with winning creative, after a while I guarantee that your cost per lead will increase dramatically. At this point, you could either increase your budget or go back to the drawing board and start running new creative.

When testing new creative ideas, make use of Facebook’s A/B testing option, which allows you to see quickly which is the winning creative so you can roll out the ad that will ultimately perform the best.

Monitoring your daily ad spend is important as well. Although it seems like a given, many people set up their ads and don’t look that often at their ROI. You should pause any ads that aren’t meeting your advertising goals so you can give more weight to those that are.

Another metric to take note of is your ad frequency. I’ve found that ads with a frequency of two or more often start getting more expensive to run as your target audience may have ad fatigue, which can lead to a decrease in engagement.

4. Integrate Your Campaigns With Your CRM

Once your social media ads are up and running, integrate your CRM software with your Meta Ads Manager platform so your leads will be emailed to you in real time, and then you or your sales team can reach out to them promptly.

I also recommend setting up automated workflows in your CRM so you can keep prospective customers warm by drip-feeding them emails about you and your company throughout the month. You could even create an AI chatbot to engage with them and sell via a text messaging campaign. I have done this for my own company.

Running paid social media campaigns is a great way to grow your business without spending a fortune if you are doing it correctly. By taking a methodical approach, determining your goal upfront, testing creative along the way and monitoring your return on investment, you can be sure that you are setting your company up for success.

Feature Image Credit: Getty

By Adrian Falk

Follow me on Twitter or LinkedIn. Check out my website.

Adrian Falk, Founder of Believe Advertising & PR | Helping Entrepreneurs Scale Through PR & Digital Marketing | Best-Selling. Author. Read Adrian Falk’s full executive profile here.

Sourced from Forbes

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