5 Ways to Instantly Improve Your Paid Social Campaigns
If you’ve worked on Paid Social accounts, you’ve likely come to a point where everything is going fine but not as well as it used to, or maybe not as well as it should. Perhaps the optimisations that usually work, aren’t working. Or maybe performance is stagnating between key conversion periods.
Whatever the reason, here are 5 key ways you can improve your Paid Social campaigns:
Implement CAPI
Conversions API has been Meta’s answer to the iOS14 update in which users have to opt in to third party tracking. The server integration works side by side with the Meta pixel to plug any gaps in conversion tracking. More information here.
Meta’s reps have been pushing this one hard, with various rewards and ad credits offered in return for setting it up. What’s more, through implementation, Meta claims advertisers see a 19% uplift in attributed purchase events (and a 33% increase in incremental purchase events).
With pixel depreciation looming, if you’re not using CAPI, maybe now is the time?
Broad Audience Targeting
This isn’t a brand new suggestion but it is one that has maintained value since the iOS14 update. Initially a big shift from a specific audience strategy, there are a few ways to achieve this. You could simply expand your audience sizes using Detailed Target Expansion (aka Advantage+ Audience Expansion). Another strategy would be to opt for DABA (Dynamic Ads Broad Audiences), to run alongside the staple DART strategy (Dynamic Ads Retargeting).
The more recent update for this would be to dip your toe further into the Advantage+ waters with Advantage+ Shopping Campaigns.
Advantage+ Shopping Campaigns
The name might be new but the strategy here is familiar. For those who haven’t read through the countless Meta leaflets, ASC seems to be an extrapolation of DABA. The key differences being that the machine determines who to target, and each ad set containing just one ad (dynamic creative ad recommended).
More and more advertisers are adopting this strategy as part of their BAU. Meta quotes a ROAS uplift of 32% when using ASC, which isn’t to be sniffed at.
Better Creative, and Be Reels-Ready
Firstly, if you aren’t optimising your creatives, what are you doing? We already told you how important it is.
While we have received mixed messages from key platforms on whether they are prioritising video (incl. Reels) or images, the importance of having eye-catching, engaging assets that conform to each platform’s best practices is a fundamental part of your Social strategy.
In addition, both Instagram and Facebook are pushing Reels strongly. With Reels-ready strategies and Reels placements both becoming buzzwords in Meta’s correspondence.
If you’re not on this already, you could be missing out on 26% potential extra reach.
Awareness
On the subject of reach, this may seem like an obvious one to some, but with a potential 148% increase in reach, it could be worth reevaluating your campaigns.
The days of sending as many users to your site as possible are seemingly over. A much more considered and stepped strategy sits in it’s place in terms of best practice. The aim of the game here is to build brand familiarity, especially around key moments. From there your full funnel strategy will reap the rewards.
By James Ahmed, Social Account Manager
