Are you looking to take your marketing campaigns to the next level but don’t know where to start? Running out of ideas for how to sell more products, increase your app installs or get more sign-ups in general?
Whether you are just starting to scale or slightly more seasoned advertiser, our performance marketing best practices and pro tips will serve as a helpful guide to maximize your media dollars and get the most out of your ad campaign.
Best Practices to Succeed in Social Performance Marketing
- Understanding the journey only begins with the impression: Social marketers need to look beyond link clicks and pay attention to the user conversion. Utilize available measurement tools to monitor the conversion funnel and consider what changes can be made to the journey to avoid conversion loss.
Tip: Take advantage of site tools to uncover better insights. There are many free and paid tools available for site analysis including Google Analytics, CrazyEgg and Optimizely.
- Focus on efficiency in ad buying, don’t just focus on the winners: Scaling spend against top performing targets and segments to grow your business even further is key, but it’s equally as important to manage inefficiencies in spend. Review all reporting opportunities and audit your performance regularly to optimize your advertising dollars and ensure they are not being wasted on impressions that are unlikely to convert.
Tip: Gather quick learnings at the beginning of your campaign launch with auto-placement and Campaign Budget Optimization (CBO). Together, they allow advertisers to collect the data needed to optimize the best performing, lowest-cost audiences.
- There are always new testing and learning opportunities: As seasonality and relevancy change, so should your messaging, targeting and user journeys to improve conversion rates and costs. With these changes in place, it’s important to continue testing these different variables to determine what’s working and what can be improved. At AdParlor, we like to reserve approximately 10% of daily spend towards testing within social channels. Knowing that some results may not result in a return, you must balance testing with protecting business margins.
Tip: Consider methodologically A/B testing along the conversion funnel. Using A/B, you can launch a landing page optimization and creative messaging test. For more A/B testing ideas, be sure to check out our how to a/b test on social guide.
- Use all available data sources to increase efficiency: Businesses often miss out on the rich data already available in-house, meaning they are not taking advantage of consumers who already know them. For example, who are your top value customers? Can you create a Lookalike audience from consumers who have either purchased a product or who have visited your website, app, store or Facebook Page? How about utilizing what has worked to reduce the average churn rate for customers in the past? Or leveraging impressions and conversions from other marketing efforts to support and scale social media campaigns? These considerations will help inform your targeting, suppress converters and generate new testing ideas.
Tip: Make use of available platform tools to acquire consumers with higher intent. For example, creating retargeting and lookalike audiences based on users who visit two different product pages or users who abandoned their carts, etc.
It’s time to take control of your marketing spend. With a performance marketing solution, you can finally optimize your targeting, creatives, budgets and bidding to ensure high ROI and drive business results at scale.
If you are interested in taking your performance to the next level, let’s chat. We’re here to help.