Let’s be honest: digital marketing is tricky, especially when it comes to social media advertising. It can be difficult to wrap your head around things like algorithms, strategies and conversions. And then when you finally do get your ads up and running, there’s a whole new set of data and terminology to interpret.
We’ve managed countless social media advertising campaigns and run new ones every week, so we know how to tell what’s working and what isn’t. But do you?
Here’s a helpful breakdown of the most important signs to look out for to figure out if your social advertising campaign is working (or if it isn’t!).
Your Conversions Are off the Charts
No matter how many people are viewing your ads, your advertising budget is wasted unless they’re actually taking the action you desire. It doesn’t matter how hard you worked on the copy or how much thought you put into the images. You need to be investing your social media advertising budget in ads that speak to your audience.
It’s Costing Less and Less to Acquire Leads
We all want more for less, and at the end of the day, more money in your pocket is generally a good sign. In social media advertising, this is judged on a cost-per-acquisition, or cost-per-action (CPA) basis.
Let’s say your monthly advertising budget is $500 and you get 10 leads. This would mean that your CPA would be $50. The less leads you have, the higher your CPA. The more leads you have, the lower your CPA.
An effective social advertising campaign that generates leads means your sales go up while your CPA goes down. Remember: numbers don’t lie.
You’re Reaching New Audiences
To figure out where your new audiences are coming from, you need to track traffic sources. This can be done by tracking metrics.
Whether it’s launching ads on a different social media platform or getting a positive response from targeting a new demographic, getting traffic from new sources means your ads are appealing to those audiences. It might even be a great indicator of where you should be focusing more of your budget.
It’s about More than Online Sales
There’s no denying that sales are important. But when it comes to creative effective social advertising campaigns, there’s something that’s often overlooked but just as valuable: creating content that resonates.
A great example of this is The No Breakfast Guy. The campaigns we ran for his online health business weren’t just to drive sales, but to increase his follower count and take his brand awareness to the next level. The people we targeted admired his ethos so much that they followed his social media accounts and actively engaged with his content. While this of course increases the likelihood of sales, having an active following can prove to be incredibly profitable to any online business.
Creating quality content that connects with your target market on a personal level builds your brand’s positive reputation. Focus on building an audience, not just sales.
Ready to see the effects of an amazing social media advertising campaign for yourself? Get in touch with our team today to see how we can elevate your digital advertising strategy.