So you’ve created engaging social ads and sent them out into the social world to work their magic?
Fantastic! But you’re not finished yet.
This next step will help tie everything together.
Analyze Your Ad Success
Back when I first started using social ads, I launched my ads at around 6am and turned them off around 6pm. Huge Mistake! Now that ads analytics are much more precise, I learned that many people were viewing my ads and taking action on them way past 6pm. I was missing opportunities!
The charts in Figure 1 helped me realize how late in the evening my ads were being viewed and I adjusted the time my ads turned off. In addition, I realized I was wasting my money by targeting an audience under 35 years old.
In addition, you can study the results by a variety of other options as shown below in figure 2.
While vanity measurements like ‘Impressions’ and ‘Reach’ are nice-to-know. When you want to better understand the drivers to your success, study these analytics for ‘Link Clicks’ and ‘3-second Video Plays’ and ‘Post Engagement’ to fully understand what resonates with your unique audience.
Tweak Your Ad Success
Now that you have a better understanding how to split test your ad campaigns, what if you find your ads still aren’t generating the results you want.
Figure 3 shows some additional ad tweaks you can integrate into your strategy. These tweaks can be done thru split testing or by setting up Dynamic Ads. The last key point in Figure 3 is NEVER….never give up on social ads.
When you update and customize your ads frequently, you’ll be able to spend your ad budget more wisely and avoid ad fatigue.
Don’t let your perfectly crafted ads go out into the social world only to fall short of their potential. Analyzing and tweaking your ads will ensure that your get the best results possible.
Bottom line: you’ll learn to create ads that resonate and work for your ‘perfect’ clients.
Social Marketing Strategies for Travel and Tourism
About Catherine Heeg
Catherine Heeg is a recognized social media trail blazer passionate about social media and marketing in the tourism and hospitality industry. She takes the mystery out of marketing!
She creates and delivers meaningful, dynamic workshops that meet your unique needs in the Travel, Tourism & Hospitality Industry.
Catherine and her team help travel, tourism and hospitality pros design and implement social media marketing strategies and tactics that drive traffic to their social and web sites. Learn more…
Professionals who are serious about taking consistent, winning actions every day to build their business and achieve measurable results love working with Catherine.