Sure, mistakes happen all the time.
- An email languishes unnoticed in the “Drafts” folder. Oops!
- You have a tongue-tied moment during a video shoot. Thank goodness for the editing tool.
- You run out of ink as you’re printing. Hello, Staples!
Social marketing changes constantly, and with all the moving pieces it’s easy, even for savvy marketers, to slip up. Here are three doozies to avoid so that your social marketing soars as we move into a busier travel year.
Blunder No. 1: Your social ads weren’t split-tested
How is a marketer to know exactly what text, graphics, tone, or style appeals to their ad audience? Many marketers make the mistake of going with their gut, which can be a great idea … until audience sentiment changes.
Relying on the science of split-testing is a more accurate way to test the effectiveness of your ad. Split-testing can be set up easily within the Facebook Business Suite or Ads Manager. When you set up your original ad, choose the split test option (A-B Test) available at the Campaign level. You’ll want to test campaigns, ad sets, and ads against each other to understand which strategies yield the best results.
Take advantage of the Facebook algorithm to test ad copy:
- Does long form work better than short amounts of text?
- Does your ad perform better with multiple links?
- Which emojis work best?
Tap into the power of science to understand which style of visuals performs best:
- still images
- still images with text
- animated video
- video slideshows
- personal video
These are the two main areas that marketers test, but don’t stop there. You can also test the ad headline, link preview, and ad audience. .
Facebook has recently announced a new ad option; you can opt to have Facebook dynamically exchange ad headline, primary text, and description placements as the algorithm sees fit, based on what’s known about each user. You’ll find this feature to optimize text per person at the Ads level of a campaign.
By creating multiple versions of an ad, you’ll be able to better understand what works for your unique marketing campaign and get the most value for your ad budget.
