How do you test and refine your social media advertising creatives and copy?

Don't just track numbers, track progress! When choosing goals for your campaign, relative metrics are key. They show not just your overall performance (e.g., CPL, CPC, CTR), but also how different elements (like ad copy or headlines) are performing. Keeping the metrics consistent throughout every test can help determine working elements of campaign.

?? Analyze Metrics: Track key performance indicators (KPIs) like CTR, engagement, and conversions. ?? Feedback Collection: Gather feedback from your audience through comments and direct messages. ?? Iterative Testing: Continuously test small changes in creatives and copy. ?? Creative Variations: Experiment with different visuals, headlines, and CTAs. ?? Adjust and Optimize: Use data insights to refine and improve your ads. ?? Document Results: Keep a log of what changes work best for future reference.

From a luxury copywriting perspective, KPI's matter. Whether they're conversions, clicks, sign ups, or whatever else. But what is more important is understanding your customers wants, desires, and needs matter even more. Understanding the journey from A to B matters. And that involves talking to them, asking them questions, building a meticulous profile and thorough understanding of who they are. Only to then execute plans who are aimed at people similar to your understanding of your customers.

Learn to differentiate KPIs from Vanity Metrics. What really matter when it comes to ad campaigns are: ROAS, Conversions(sales or leads), Conversion Value, LTV, AOV, CPA. What does not matter: Clicks, Impressions, Reach, Likes, Followers, Views, Engagement. There are a couple metrics that can give you feedback whether your campaigns are getting traction or not: CTR, Hook Rate, CPC, CPM or Clicks. These are helpful but are not main metrics. Treat them like feedback, rather than to bjectieves.

Step: Clearly establish what you aim to achieve with your social media ads and identify the key performance indicators (KPIs) that will help you measure success. Tip: Set specific goals such as increasing brand awareness, generating leads, or driving conversions, and select metrics like click-through rates (CTR), conversion rates, and engagement levels to track your progress.

Using split testing or dynamic ads depends upon your testing strategy. Split testing/ AB testing lets you decide you decide what parameters you want to test against your audience like headlines, images, copy, audience. Dynamic ads use AI to test winning combos. Usually when I start a new campaign I go with split testing to test my assets and use the best performers to my long term campaign.

One thing I have found useful with split testing is understanding what makes your customer tick. Some people are more motivated by "fear of missing out" rather than simply liking a good deal. A and B testing allows you to test different psychological triggers and narrow down what makes your customers tick.

Sur certaines régies publicitaires, vous avez des outils intégrés pour faire cela. Une fonction A/B testing pour analyser les paramètres de vos campagnes (audiences, objectif de conversion, placements, etc). Une fonction contenu dynamique pour tester vos publicités et les éléments qui les composent (CTA, contenus, copywritting).

Step: Implement A/B testing and utilize dynamic creative features to compare different versions of your ad elements. Tip: Test variations in headlines, images, videos, call-to-actions, and ad copy to see which combinations perform best. Dynamic creative allows you to automatically optimize your ads by delivering the best-performing variations to your audience.

After obtaining test results, on Ads Manager you can compare asset performance, including headlines, copy, placement, CTAs, and creatives. Assess metrics like CPL, impressions, CTR, and CPL/CPA to discover pattern and then optimize strategies.

Although trends can be useful, it's important to keep the baseline in mind. You'll have people who will purchase jewellery for a holiday occasion but not for anything else. Creating a firm foundation, understanding that foundation, and getting it right comes first. Only then would it be a good idea to chase trend data and hone into that.

Oh dear, some of the tools here are outdated. Facebook Audience Network has been gone for years. In place of it would be Meta Business Suite Insights that can be give you some understanding of the people interacting with your account, and any of the Ads Managers/ Campaign Managers (Facebook, TikTok, LinkedIn, Instagram) to inform you about the demographics of people interacting with your ads.

I would recommend to look at some metrics within the ads itself. Look at hook rate on videos. It will tell you if your video is hooking user and stopping scroll. Hook rate should be 20%+, meaning 2/10 users watch the first 3 seconds of your video. Look at hold rate. Are your videos keeping the user engaged for than 3 seconds? A good hold rate is above 30%. Look at CTR. Are people clicking through? A good CTR is 2%+. Look at CPM. The lower, the better. Look at clicks and CPC. Are users clicking, how much does a click costs compared to industry average?

Step: Regularly review the performance data from your ad tests to gather insights. Tip: Use analytics tools provided by social media platforms to track key metrics and understand which ad variations are driving the desired results.

Test, learn, optimize, and repeat. For example, when you notice your video ads outperforming image ads in engagement and conversion rates, you decide to pause the image ads and focus on video ads. Similarly, there is a higher CTR from mature audiences compared to younger ones and you adjusted your targeting and created tailored ads. Consistently monitoring and analyzing results enables continuous optimization of your ads and strategy. Don't complicate things always test one variable at a time.

One thing to note is that although customer feedback is great, and unless there's a trend, you must keep your brand in mind. Bending to every request, critique, and comment you get is a sure way to do damage to your brand. This isn't to say you shouldn't address customer service concerns or similar of course, but rather, to remember the core values and branding of your company. Especially if it's in the luxury sector, or falls within it.

First rule of marketing: test. Create, analyze, tweak and start over. Learn from the metrics, and also learn from the reactions to your ad. On a social platform you'll get comments, shares, and reactions. Analyze them and look for opportunities to make you ad better. Kill the ads that are underperforming and scale the ones that bring results. But, always test new angles, ideas, offers. Don't change everything all the time. Always change just one variable.

Step: Apply the insights gained from your analysis to refine your ad creatives and copy. Tip: Make incremental changes based on what you’ve learned, and continuously test new variations to keep improving your ads.

I always write copy bespoke for each platform I post on. It's important to convey messages, news, or similar across your brands social media channels and email campaigns all as one cohesive unit, but, you shouldn't fall into the trap of using one piece of media or one piece copy just because it seemingly saves time. What may work on Instagram won't necessarily work on TikTok. And the same very much applies to copywriting. The time spent doing things properly may seem time consuming but it works out far better in the long run.

I think these are quite basic. Beyond these, I'd like to emphasize creativity, context (unique to each market), and currency (what's trending right now) as vital elements. This is especially so in social media, where consumer interests shift quickly.

You shouldn't always go with herd. For example, since Tik Tok took over the internet, UGC (user generated content) which is usually low quality bring insane results. Why? Because the ad does not look like an ad. It appeals to the audience because it feels like they are in the same situation as what they see in the ad. Also, low-quality vertical videos are very trendy at the moment. When I say low-quality I don't mean quality in any technical terms. I mean in production quality. You don't need 4 videographers and 2 video editors to make a good ad. You can make one with your phone and even edit it with some easy-to-use tools.

Step: Adhere to the best practices and guidelines for each social media platform to ensure your ads are optimized for success. Tip: Stay updated with platform-specific guidelines on ad formats, sizes, and content policies to maximize ad performance and compliance.

Trying new Facebook ads manager features can be scary. You might worry about messing up or having to learn new things. But these new feature can actually be really good for your ads! They can grab people's attention better and make them more interested, which can lead to more sales. Sure, it might take some time to get used to them, but the long-term benefits are worth it. By using the latest ad features, you can make your Facebook ads way more powerful! Test new stuff without hurting your winning ads.

You're going to have to "fail" a few times before you know what works for you. Just like walking. It's all part of the process and part of the journey. Hiring a freelancer can save time and minimise failings considerably. But they will still happen. But with each failing you'll have learned something new and harvested more data. Until one day you'll have that key moment, success. Which then let's you lush further, hone more, and test more.

Step: Continuously experiment with new ideas, formats, and strategies to keep your ads fresh and engaging. Tip: Allocate a portion of your budget to try out innovative approaches and measure their impact. Learning from these experiments can provide valuable insights and drive future success.

One thing I'll add, and pardon being biased, is to remember that writing and copywriting is the hidden glue that keeps your posts together and efforts together. Writing decent copy and content that gets a conversion, all the way to copy or content that builds brand loyalty, isn't something that should be cut down on. Communication is absolutely fundamental for businesses and when you aren't communicating, you're losing brand loyalty and conversions So, certainly, in the world of free AI content, it may seem cost effective to use it - but ask yourself - would you feel like a valued customer if you were talking to a robot? Or would you feel more valued if you were talking to a human who understood you? Always think human.

Maintaining a centralized metrics tracking dashboard is crucial and cannot be emphasized enough. This entails having a single location where all campaign results, analyses, and reports are stored. At our agency, we utilize a central table of contents spreadsheet to track all individual campaign dashboards in one consolidated place. This approach allows us to easily revisit and compare current campaigns with past ones when necessary. The long-term data gathered proves invaluable for planning upcoming campaigns, evaluating ongoing ones, and assessing ad performance and outcomes.