YOUR AD In the industry, this is referred to as A/B testing because you’re testing multiple versions (A, B, C, D) of the same ad to determine which one works best for which type of audience. The more you can experiment, the better your results will be. You’ll find that you can tweak one ad and use it for more than one audience, as well, reducing the costs going into the creation of your ads while simultaneously improving performance.
3. USE FACEBOOK BUTTONS
ABOUT THE AUTHOR Valerie Mellema is the owner of Gray Horse Publishing & Marketing and the President of Words You Want, a highly successful content marketing agency. She holds a BS in Equine Business & Industry from West Texas A&M University. She has several self-published books and has been published in equine magazines and websites. Learn more at http://www.grayhorsepublishing.com and on the Barn Chat blog at http://www.grayhorsepublishing.com/blog.
When you create an ad for use on the news feed in Facebook, you’ll be able to choose to use one of several different buttons, or to omit the button completely. When in doubt, use the “learn more” button to encourage your viewers to take action. Leaving out the button means that you’re missing a critical component to your ad – a direction for users to take action. While they can click the ad, certainly, this isn’t always clear. Having a “learn more” button tells your users what you want them to do. Other button options available include “shop now”, “sign up”, “download” and more.
4. TEST DIFFERENT AD COPY While images are crucial to the performance of your ad, the ad copy itself is just as important. You cannot afford to make this a blatant ad like you’d find in a magazine. The copy should incite curiosity, tease a solution to a problem, or pose a question that your audience is asking and imply that the answer can be found with your company. Use the same principles you would if you were creating a PPC ad for Google AdWords. Don’t sell outright. Incite curiosity and get the reader to click the ad.
5. CREATE CUSTOM LANDING PAGES FOR EACH AD In order to ensure that you’re only paying for ads that are actually working and to drill down into ad performance, create a custom landing page for each page. You can then use Google Analytics or another similar program to dig into the number of visitors who land on the page and where they came from (in the instance that you’re using the same ad on more than one site). With the right steps and the right tools, you can increase the effectiveness of your social media ads without spending a fortune.
The Northeast Texas Equine
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