Getting as much performance as you can from your ads is critical if you want your campaigns to be successful. But actually making it happen is surprisingly challenging. It takes a lot of work and tweaking. Most businesses don’t get their ads to the point they want.
If you’re in this position and you feel stuck, this post is here to help. It explores some of the ways you can do better with your ads while remaining compliant.
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Experiment With Frequency
Top of the list of priorities should be to experiment with frequency.
Different products, niches and industries should appear in front of consumers at different times.
Most ad experts suggest that you should expose audiences to ads between three and five times per week. As you do this, the more familiar with your ads they’ll become, and the more likely they’ll be to want to buy your products in the future. If you go seven times per week, it can start to create fatigue, so you should avoid pushing campaigns too far.
Integrate With Landing Pages
You also want to think about where your ads are directing people.
If you just show them an ad that doesn’t lead anywhere, you won’t get the conversion rate that you want.
Therefore, make sure that landing pages back up all your ads. Also, ensure that the landing page is written for the ad and that it makes sense for the underlying product or service. Don’t pair random landing pages with ads if there’s no match.
Stay Compliant
You also want to ensure that you stay as compliant as possible when running ads.
Don’t do anything that could break advertising or data privacy rules.
If you are running sponsored content, make sure you declare it. Some countries have strict rules about this, so you always need to be careful. If you’re not, you could run into issues with your approach and those could wind up in you receiving a fine.
Add Social Proof
At the same time, you want to add as much social proof to your ads as possible.
The need for this is one of the reasons that UGC is taking over the internet. Brands want to advertise with consumers’ peers.
Social proof can take multiple forms, like reviews and testimonials. As long as you show your audience that your existing customers are loving your service, you can go a long way.
If you can pair social proof with a bit of urgency, you can often increase the likelihood of a sale further. When consumers feel like they’re running out of time to buy from you, they’re much more likely to take the plunge.
Monitor And Test Ads
You also need to monitor and test your ads regularly to ensure that they work. If you ignore their progress, you’re much less likely to make all the sales you want.
Tools, like Scalable, now use a lot of AI to help with this. Instead of you having to constantly test new ads and formats manually, these do it automatically for you in the background so you can reduce the amount of time you’re spending on them. Once you have the right data, you can see which approaches are performing well, and which aren’t.
Retarget Warm Leads
If you have warm leads, it’s also worth retargeting them.
Going after them as much as you can reduces the risk of losing the sale entirely, and missing out on the customer LTV.
Warm leads are, for example, people who’ve abandoned their carts on ecommerce stores or individuals who’ve responded to emails but haven’t yet purchased. Reaching out to these individuals is often a great idea and makes it much more straightforward to succeed.
Check Mobile Optimization
Another pro tip when it comes to boosting ads is to check mobile optimization.
While it might seem simple, you’d be surprised by just how many entrepreneurs accidentally skip this step.
The good news is that adjusting ads for mobile use is easier than ever before. All you need to do is choose the right underlying software. Most have mobile ad formats built in, so you shouldn’t run into any problems.
If you want to check your ad format manually, you can. Just type in the relevant keywords into your smartphone browser and see how your ad looks when it shows up. Google is pretty standard, but retargeting banners might not quite look right if you aren’t diligent.
Incorporate Strong CTAs
Of course, if you’re running ads at all, it’s critical to run strong CTAs.
You need to ensure that you provide your audience with instructions on what to do next.
The strength of your CTAs come down to a couple of factors: simplicity and specificity. You want customers to understand the CTA and what they should do next while providing them with something tangible. The days where saying “learn more” was all you needed are now well and truly over. It’s much better to say something like “click here to get 50% off.”
Set A Smart Budget
Don’t be one of these brands that shies away from spending a lot of money on ads.
Ultimately, you shouldn’t have a fixed budget. Instead, you should keep on increasing your ad spending until you can’t use it to make any more money. When you take this approach, it gives you a lot of power over other brands that might be limiting your marketing, and it provides you with an incentive to make it as good as possible. High-converting ads are a god-send.
Optimize The Visuals to Boost Your Ads
Finally, make sure your ad looks the part.
You want the highest quality images and videos as possible. While it’s true that some companies run low budget ads, these are often the exception to the norm.
The good news is that you don’t need to spend a lot of money to get great results these days. Often, just downloading the free version of Canva is sufficient for creating a stunning ad with a few paid components.
