Every brand works day and night to find different ways to get a strong, positive response from their target customers. Selling a product or service is no longer just about ensuring the highest quality to offer in the market. It requires a brand to reach out to the right set of people, at the right time and place with a solution that adds value to them.

Social media is evolving at a faster than ever rate and there is just no stopping. No matter what budget marketers and advertisers set aside for their brand’s campaigns, there is always only a probability of its success. Creating high performing social campaigns is a tough job, but there are always a few best practices that always bring results.

Be it Facebook or Instagram, the never ending opportunities and possibilities that come with them, need marketers to constantly stay on the lookout for smart ways to get their marketing message across. And when it’s about paid campaigns, most are not able to gauge what would work the best for them.

So, we shortlisted 4 best practices that marketers must follow to get traffic and sales from their Facebook and Instagram ads:

1. Give the users what they want to see

While it is important for you to focus on boosting your sales, it is also equally important to stay relevant while advertising. The hyper informed generation of today no longer responds to broadcast messages. They want businesses to reach out to them with messages that are relevant and can add valuable of their time.

The better you’re able to address them directly with relevant solutions from your business, the higher are the chances of them converting. But the trick here is to identify what each segment of your target audience is looking for – no two potential customers are the same. While one post/tweet might work with one segment, it could be a major fail in the other.

2. Optimize your targeting

Facebook and Instagram have millions of active users. And more often than not, marketers end up getting too overwhelmed by the number of people they can reach out. This either results in too broad targeting or a too narrow targeting. In the former case, there is a risk of reaching out to people who aren’t probably looking for your solutions yet; the latter, puts you at the risk of not reaching out to as many people.

So what’s the solution? Optimizing your targeting.


Some of the targeting options on Facebook

Here are a few things you must keep in mind or practice while setting your target audience on the two platforms:

  • Analyse and identify who your ideal customer would be – take into consideration the audience segment he falls into, his challenges and what solutions he is looking for.
  • Recognize the goals you want to achieve from the ads or what action you want your prospects to take after seeing the ad.
  • Go beyond the general demographics (gender, age, location, etc) and look into other targeting filters like job descriptions/titles, life events, recent activity, online behavior, device used, etc.
  • Don’t narrow down your target audience drastically, but don’t target too broad as well. Look for a middle ground and a modest potential reach.
  • Make use of Facebook conversion pixel tracking.
  • Create separate ads for different devices – desktop and mobile (Facebook), and Instagram.
  • If you have a list of customers/prospects (email list), you can also upload it to Facebook and create a custom audience that can be targeted on the platform as well as Instagram.

3. A/B test your advertisements

Like we mentioned before (in point no. 1), there is no ‘one size fits all’ when it comes to customer needs. Each prospect customer is unique and is looking for different solutions (sometimes similar) in different ways. This makes it important for marketers to A/B test their advertisements and optimize them for best results.

social ads testing

Here are a few things you must definitely A/B test:

  • Vary your marketing copy to deliver the same unique selling point in different ways. Sometimes giving out a crisp message works and at other times asking a questions or using emotion stimulating copy does the trick. Remember, to get your ad approved, you need to ensure it doesn’t have more than 20% text.
  • Use different CTAs in different ads. Facebook and Instagram offer multiple CTA options like – learn more, sign up, buy now, shop now and install app; depending on what your goal is, vary the button you use to see which one gets the most clicks.
  • Create separate landing pages for each ad that convey the same message as the ad copy. While they might be similar to the others, it is always a good idea to maintain the same tone on both the ad and the landing page for maximum results.
  • Use different visual content types – videos, high definition images – graphical and real, infographics, blogs, case studies, etc. It is important to recognize the type of content your audience is looking for.
  • Test out different placements for your ad to understand which ones grab your target audience’s attention the most.
  • Monitor the results of each of your ad sets closely using tools like Adalyz to understand what brings in the optimum results for your business.

4. Implement employee amplification

Want your paid campaigns to work more efficiently, without you having to go bankrupt? Implement employee amplification in your strategy.

When you’re running a paid campaign, remember to maintain a consistency in the marketing message on your social profile posts as well. Encourage your team members to share the campaign related posts in their circles. This not just gives your social profile a greater exposure, but also boosts the campaign’s performance – without having to increase the marketing budgets.

employee amplification

Over to you

While there are a lot many other practices marketers follow to get traffic and sales from their Facebook as well as Instagram ads, the above mentioned form the base for it.

Depending on your business’s industry, niche, your goal, type of customers and more, social advertisements tend to perform differently. And it is important for marketers to constantly monitor, tweak and optimize their campaigns for better results.