Saturday, 9 June 2018

Creating Social Media Ads that Work

An ad on social media is simple to set, social platforms offer adaptive functionality to allow focused targetting. Each platform - Facebook, Twitter or LinkedIn is similar, yet distinct in their approach and appeal. The UI for running ads on social platforms is created for an expert, as well as a novice to run an ad, study its performance and gain benefit from it.

For a long term value creation, strategic flow and process orientation for ads on social media is crucial.

There is no sure shot approach to social media ads, the social media tools empower marketers with a capability to source, target and communicate with the ideal audience. Manual insight has to come in when answering the 5Ws and 1H of a social ad campaign. Furthermore, in addition to getting a solid hang of the tool, there is a needs to execute, test, and refine social media ad; marketers need to unlearn and repeatedly ask uncomfortable questions, such as:


  • Why did a specific campaign work?
  • What led to poor performance of a campaign?
  • We get clicks on the ad but no leads, why?
  • Is the message clear and just?


For starters, an ad must capture the interest of the target group. A dedicated effort has to go in planning, execution and monitoring of an ad on social media. Here is a cheat-sheet to help in creating a solid plan for a social media ad:


  1. Clearly define the purpose of running an ad. Bring together the marketing, product, technology, sales teams and brainstorm - Is it lead generation, brand goodwill & recognition, or generate interest in your product. This is the base of your campaign and needs to be defined with clarity. 
  2. Align the content with the purpose of your ad. Content for the ad banner, content for the landing page, content acknowledging those who engaged with the ad... Lay out a detailed content bank with variations in language and appeal. It is also important to know what to convey on digital space to make a point. 
  3. Simple words and simple language work best. Fancy language resonates with poets, try to be as simple as possible in your communication!
  4. Do not get tempted to sell your story, just sell your key points/takeaways through the ad. Create an information grid and rank your talk-points based on what your target group would want to know. Plan a set of information for the first touch and the pipeline for second/successive touch. This needs to be planned with caution in B2B space as the lead nurturing cycles are elaborate. Make sure that a structured information grid supports lead nurturing process. 
  5. Aesthetics, look and functionality are important! Make best looking, legible and properly functioning pages and designs. What looks good commands attention! What flows well commands respect!
  6. Yes, you worked hard - now detach yourself and test the process! Study the flow as a third person and question each process. Fix any conflicts. Let's say functionality works well when correct information is placed but what happens when incorrect information is fed into the system? Ensure prompts are placed to allow a visitor to smoothly navigate through your ad.

That's all for today! I have more ideas in the pipeline and will be sharing them with you. Should you have an idea or need strategic insights for marketing, communication and branding, feel free to drop me a line in the comment section or inbox me, shinekapoor@gmail.com.

Insight and Point of View: Authored by Shine Kapoor

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