The evolution of Facebook from a social media platform where we can easily stay connected to an advertising platform has been revolutionary. Brands of all sizes are competing for clicks, likes, shares and sales. Our Luxury Digital Marketing Agency has had the opportunity to work with premium brands across many sectors to run paid social media ads for both products and services. We share actionable advice as to how to harness social media for your own company.
So what makes a good social media ad?
- A clearly defined goal
- A small target audience
- A high-quality image or video
- An enticing and well written caption
- A defined and easy to understand CTA
- A link that goes directly to a relevant landing page
1. A clearly-defined goal
Before spending any money or launching a campaign it is important to identify what the end goal is. Are you looking to create awareness? Increase traffic to a website? Encourage engagement? Increase followers?
By understanding what you wish to achieve, you can then make actionable and informed decisions are to the key components of the advert itself: your headline and body copy, image, audience, budget, duration, and call-to-action.
What kind of options does Facebook offer you for your goals?
Here are a few examples:
- Goal: Boost a Post
- Goal: Drive Website Traffic
- Goal: Lead generation
- Goal: App instals
- Goal: Video views
2. A small target audience
Social media responds to the preferences of each user by suggesting content that they believe will resonate with the user. By creating a tight audience based on either your existing clients or using your data to create a new buyer persona, you focus on who will see the adverts and increase the chances of your goals being met. Consider where the user is in the buying cycle and how familiar they are with your brand. Segmenting content by the "where" in addition to the "who" allows to create ad copy and a CTA that is most compelling to that particular group of people at a certain stage.
Facebook also offers ways to create such audiences, three of our most well-used are:
Retargeting pixel: Facebook's retargeting pixel is a snippet of code that is installed on a website. The code tracks traffic to your website that allows you to then show specific content to the user who has interacted with a particular page.
Audience List: Facebook's algorithm uses the signals from the people on your list (their behaviour on the platform) to find people who behave in a similar manner (they might like the same pages, engage with the same content etc) but that have not heard about your product/service/brand with the idea that they would be interested.
Saved Audience: This involves creating buyer demographics based on your clients or the clients you wish to attract and sending adverts to this segment of data. This can also be referred to as interest based marketing where categories such as age, gender, physical location and interests are overlaid to create the audience.
3. High-quality Assets
It is imperative that your visual assets are eye-catching and sell your brand. Ensure that your visual is relevant to the ad, and if there was no text content, a user could easily guess who the ad is about. For luxury brands in particular, lifestyle shows that show products are key. You want the user to imagine what it is like and how it feels to be part of your exclusive brand.
4.An enticing and well written caption
Snappy, clear and easy to understand copy helps give context to your visuals.
5. A defined and easy to understand CTA
An empowering social media advert has one clear call to action — not two, not three. When selecting your call-to-action, consider who your target audience is and what your goal is.
6. A link that goes directly to a relevant landing page
It is vital that the user experience from clicking your advert to going onto your website (if that is your goal) is an enjoyable and seamless experience. A natural, seamless and relevant landing page is key to this experience. If your advert is for luxury handbags and you link to men’s designer sweaters you can imagine the response the user will feel.
Social media adverts are a cornerstone of any campaign and our luxury marketing agency are on hand to assist you. Whether as a social media agency for luxury brands or creating multi-channel campaigns, we can help. Get in touch via hello@theluxurymarketingagency.com or call +44 (0)7835 233607 to speak with our team today.
