Social Savvy: Weekly Tips and Best Practices for Impactful Paid Social

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5 Tips to Enhance Ad Performance with Meta's Video Best Practices

Meta Video ads hold immense potential to connect with your audience and reduce cost-per-action by around 12%. Follow Meta's five best practices for captivating vertical videos and keeping viewers engaged.

By following Meta's 5 best practices, you can create engaging vertical videos that keep your audience captivated and boost your ad performance.

1. Film Vertically: To optimize for video formats like Reels, film your videos vertically in a 9:16 aspect ratio. This format is more visually appealing on mobile devices and provides a better user experience. Use Ads Manager's cropping tool to easily resize your videos for other placements, ensuring maximum reach across different platforms.
2. Capture Attention in the First 3 Seconds: Grab your audience's attention immediately. Include your most important message, whether about an upcoming event or a new service, within the first 3 seconds of your video. This hook will entice viewers to keep watching and engage with your content further.
3. Make Your Videos Entertaining, Relatable, and Digestible: To keep your audience engaged throughout the entire video, follow these three principles:

• Make it Entertaining: Use eye-catching visuals, ask intriguing questions, or add a touch of humor to make your video enjoyable and compelling.
• Make it Relatable: Showcase the day-to-day processes of your business. This approach helps humanize your brand and allows potential customers to connect with your company on a more personal level.
• Make it Digestible: Use a combination of on-screen text and audio narration to explain what action you want your audience to take clearly. This makes it easier for viewers to understand your message and encourages them to act accordingly.

4. Experiment with Sound: Pay attention to the power of sound in your videos. Experiment with different audio elements, such as voiceovers or background music, to create a unique and engaging experience for your viewers. You can even use royalty-free music and sound effects to enhance the emotional impact of your content.

5. Put a Face to Your Business: Including real people in your videos can significantly boost engagement. A Meta study revealed that Reels ads featuring a human presence saw 25% higher clickthrough rates than those without. By showcasing the people behind your brand, you build trust and establish a genuine connection with your potential customers.

Incorporate these five tips into your video marketing strategy, and you'll drive down your ad costs and create compelling and captivating content that resonates with your audience.

5 Tips on Getting Your Facebook Ad Back Up and Running

Before your ads go live on Facebook or Instagram, they undergo a thorough review process to ensure they adhere to Meta Advertising Standards. This process involves automated technology and, at times, human reviewers, who work diligently to maintain a fair and effective ad review system.

Here's how to expedite Facebook Ads stuck in review:

1. Reach out to Facebook for Direct Support: Access it through the Ads Manager by locating the question mark icon at the bottom left-hand corner of your screen. Click on it to reveal various options, including "Contact Support Team," and select "My ad is pending in review."
2. ?Use the Communication Channels: Within the "Get Help" section, Facebook will reiterate the standard 24-hour ad review process with verification steps.?
3. Craft a Concise Message: Compose a concise message informing Facebook that your ad has been stuck in review for over 24 hours and provide relevant ad IDs.?
4. Duplicate and Delete: If your ad remains stuck despite assurances, consider duplicating the ad and deleting the original. This workaround has proved effective for some users, bypassing the review limbo.
5. Turn Ads Off and On Again: While anecdotal, some users have reported success in expediting ad reviews by turning their ads off and on again. Keep in mind, this may not work for ads that require manual approval.

Meta's ad review process prioritizes fairness and compliance, using automation and human insights to enhance the ad review experience. By employing these strategies, you can break free from the review phase and unleash your Facebook ads, reaching your intended audiences without delay.

Unpacking Best Practices - Utilizing AI in Google Search Ads

When used in conjunction with AI, Google Ads can help businesses reach their goals more effectively. Here's a summary of the best practices:

1. Keyword Strategy and Bidding Alignment: Group campaigns based on bidding objectives and choose suitable keyword match types. Broad match is recommended for maximizing reach and conversions if you can accurately measure your conversions.
2. AI-Powered Search Campaigns: Implement value-based bid strategies for better reach, relevance, and performance. A broad match with Smart Bidding can help reach more relevant searches. Testing broad match keywords from the Recommendations page can improve campaign performance.
3. Use of Responsive Search Ads: Combine broad match and Smart Bidding with responsive search ads to reach more people and adapt to consumer behavior changes.
4. Account Structure Simplification: Smart Bidding with broad match-only campaigns can simplify your accounts. Grouping keywords into ad groups and campaigns with similar themes can help Google understand your keywords better.

Take advantage of the opportunity to enhance Google Ads proficiency. Visit Google's page for a comprehensive understanding and start making the most of your advertising efforts today.

3 Policies to Keep in Mind for Facebook's Click-to-Message Ads

Facebook's Click-to-Message ads provide a powerful means to engage with your target audience and foster meaningful conversations.

Unlock increased sales and bookings by leveraging ads connecting users to Messenger seamlessly. This advertising format lets you reach new and existing customers at scale, encouraging them to initiate conversations directly.

To ensure optimal results, it is essential to adhere to three key policies:

1. Set the right budget and duration: Allocate an appropriate budget and run your ads for at least 7 days.
2. Find your perfect audience: Begin with an audience size ranging from 2 to 10 million and then refine your targeting based on industry-specific parameters.
3. Design a compelling ad: Optimize your ad for mobile viewing by employing visually captivating imagery. Accompany this with concise, action-driven text to inspire an immediate response. Utilize mobile-optimized videos and employ clear "Apply now" messaging in your call-to-action.

By adhering to these policies, you can enhance the effectiveness of your Click-to-Message ads on Facebook, capturing the attention and interest of your audience and achieving enhanced engagement and conversions.

Exploring Performance Max Experiments for Testing and Learning

One of the updates announced during Google Marketing Live 2023 is the introduction of Performance Max Experiments in Google Ads. These experiments enable A/B testing of features, settings, and campaigns, leading to enhanced business outcomes and the ability to measure incremental lift.

By establishing control and trial groups, the Performance Max campaign is presented to viewers in the trial group while withheld from the control group, ensuring precise measurement.?

Advertisers benefit from testing various settings, expanding customer reach, and achieving improved results, as the Performance Max campaign operates on 50% of eligible traffic. Additionally, Performance Max offers Custom Experiments to test campaign changes, drive superior outcomes, and assess incremental lift.

Currently, advertisers have two options for conducting experiments:

1. Adding Performance Max as a complement to your existing campaign mix to measure incremental uplift
2. Switch Standard Shopping campaigns to Performance Max for online sales with a product feed to measure incremental uplift

3 Best Practices for Performance Max Experiments?

1. Set a clear hypothesis: Formulate a hypothesis directly tied to your business goal, outlining the purpose of your experiment. Choose one or two metrics to measure the success of your tests, allowing the data to reveal the winner.
2. Create your experiment: Ensure consistency using the same bidding strategy, CPA or ROAS targets, and settings as comparable performance campaigns. This alignment facilitates accurate and actionable results. Run your experiment for at least 4-6 weeks to account for a learning period and achieve reliable outcomes.
3. Analyze results and choose experiment winners: Gain a deep understanding of evaluating your results, including concepts like statistical significance. This empowers you to make informed decisions about launching or pausing your Performance Max campaign. Keep records of your experiments to track progress, prioritize future tests, and tap into valuable insights.

Using A/B testing, you can measure the impact on conversions or conversion value and optimize your campaign using the same strategy and actions as comparable campaigns.?

Learn how to run experiments to measure the conversion uplift of Performance Max campaigns in Google Ads, which provide access to a full range of channels and inventory.?

How To Avoid Auction Overlap On Facebook Ads

Auction overlap in Facebook advertising refers to multiple ad sets targeting the same or similar audience groups, leading to increased competition, higher costs per click (CPC), and reduced ad performance.

?Top 4 Strategies to Avoid Auction Overlap:

This overlap can hinder campaign performance and prevent your ad set from exiting the Learning Phase, limiting scalability and overall results. To overcome these challenges, it's essential to implement strategies that reduce auction overlap effectively. Here are four effective techniques to optimize your ad sets and enhance Facebook ad performance:

1. Regularly check Facebook's "Account Overview" section for delivery recommendations. These suggestions highlight areas where reducing auction overlap can improve performance and stability. Implement the recommended actions to minimize overlap and enhance ad set effectiveness.
2. Leverage Facebook's automated rules to automatically detect and manage auction overlap. Set up rules that continuously monitor ad sets and adjust targeting parameters to optimize performance while minimizing overlap. This hands-off approach ensures efficient ad delivery and prevents unnecessary competition.
3. Consolidate your efforts by combining similar ad sets. Merging these sets allows you to pool budgets and streamline targeting, reducing the chances of overlapping auctions.?
4. Identify ad sets experiencing learning limitations or generating fewer results to reduce auction overlap. Consider turning off these ad sets and reallocating their budgets to active ones.?

For a deeper understanding, visit Facebook's Understanding Auction Overlap Page.

5 Powerful Strategies For Combining Media Buys

Advertisers face a multitude of options. To deliver comprehensive campaigns, they use various platforms. However, this fragmented approach presents challenges such as over-targeting and limited visibility. Media consolidation is the solution—optimizing frequency, enhancing the user experience, and maintaining data integrity.

1. Embrace Multi-Platform Magic: Harness the power of diverse media platforms such as display ads, video ads, audio ads, #CTV ads, and digital out-of-home ads to create comprehensive campaigns that capture audience attention at every touchpoint.
2. Solve the Fragmented Puzzle: Address the challenges of over-targeting and limited campaign visibility by embracing media consolidation. Unify your media-buying efforts to ensure a cohesive strategy, consistent messaging, and a holistic view of campaign effectiveness.
3. Optimize Frequency for Impact: Strike the perfect balance between engagement and avoiding ad fatigue by implementing optimal frequency capping. Maintain a positive user experience by controlling the number of times an ad is shown to an individual across different platforms.
4. Seamless User Journey: Enhance the user experience by creating a seamless narrative across various media channels. Develop a cohesive brand story that resonates with your audience, regardless of the platform they engage with, fostering deeper connections.
5. Data-Driven Decision Making: Harness the power of centralized campaign data to make informed decisions. By consolidating data from different channels, gain valuable insights into performance, identify trends, and optimize future media buys for maximum impact.

Bonus Tip: Avoid wasting ad dollars and limit reach. Evaluate partners and trial campaigns, and consolidate media buys for significant benefits: new audiences, efficient acquisition, and reliable insights. By implementing these strategies, you can improve your media buys, expand your ad effectiveness, and unlock the true potential of your campaigns.

Discover how these four brands successfully consolidated their media buys to increase ad effectiveness and boost their reach in 谷歌 Ads.?

Mastering Authorization for Social Issues and Political Ads on Facebook and Instagram

Undergoing the?ad authorization process?for ads related to?social issues, elections, or politics?is essential to provide a seamless ad campaign on Facebook and Instagram .

Before proceeding with Meta 's ad authorization process, ensure that you meet the following prerequisites:

1. Page Admin Access:?To complete the ad authorization process, you must be the?Page admin?for the specific Page where the ads will be displayed.?If you are not currently an admin, please request the Page admin to grant you admin privileges or share this information with them so they can complete the process. Only the Page admin has the authority to complete the entire process. Gain further insights into?roles and permissions for running ads related to social issues, elections, or politics.
2. Two-Factor Authentication:?Enable two-factor authentication for your Facebook account. This additional security measure can be set up through your account settings.
3. Location Verification:?Facebook will verify that you are in the country where you intend to run the ads. They will review your information and activity on Facebook, including the country listed on your profile, and may request a postal address.
4. Identity Confirmation Materials:?Prepare the following materials and information to confirm your identity:

• Valid identification documents include a passport, driving license, or residence permit.
• A residential postal address within the country where you wish to be registered.

These requirements are vital to initiate and complete the ad authorization process smoothly.

What is the timeline for reviewing identification documents and disclaimers during the ad authorization process?

Submit your identification documents for review, typically completed within 48 hours, while disclaimers are usually reviewed within 24 hours. Remember that ads associated with elections or politics may require up to 72 hours for a thorough evaluation. Adhering to this process can pave the way for a successful and compliant advertising experience.

Learn how Facebook analyzes the ad content?to determine its alignment with its policy on ads related to social issues, elections, or politics.

Amplifying Your Facebook Ads Success through A/B Testing Best Practices

Wondering which of your ads are reaching their full potential? Facebook 's A/B Testing tool guides you in identifying the highest-performing campaigns, helping you to discern what's effective and what isn't, thereby maximizing your return on investment.

Consider these best practices when A/B testing your Facebook ads:

• Test only one variable at a time. Avoid the confusion of testing multiple variables simultaneously. Identify one element to test: your ad copy, imagery, or call to action.
• Ensure a large enough sample size. The accuracy of your results relies on your sample size. A good rule of thumb? Aim for at least 100 conversions during testing for a reliable data set.
• Allow sufficient time for your tests. To see statistically significant results, give your A/B tests time. As a guideline, consider running each test for at least a week or 7 days.
• Analyze your results meticulously. Once your A/B test is complete, it's important to analyze your results and determine which ad version performed better. Use this information to improve your future ad campaigns.

Remember to embrace 'failure' as a rich learning opportunity. What works today may not yield the same results tomorrow, making continuous testing an essential part of your strategy.

For a deeper understanding, visit Facebook's Ad A/B Testing Page.

Quick Guide: Why Aligning Your Brand Message Is Important For Instagram Ads Success

Instagram 's influential platform connects businesses with their audience. Aligning the brand message with campaign objectives amplifies the impact of Instagram ads. This article explores the importance of this alignment, providing insights into crafting captivating content and persuasive CTAs.

Brand message encompasses core values, mission, and unique selling proposition, resonating with the audience. Setting specific goals for Instagram ads is crucial. Aligning the brand message ensures impactful ads, enhancing credibility and results.

Compelling ad copy captures attention and conveys the brand message effectively. Visuals aligned with aesthetics enhance impact, while storytelling techniques humanize the brand, creating memorable ad experiences.

A strong CTA prompts engagement and increases conversions. Clear and persuasive CTAs use concise language and action verbs to guide users effectively. By refining these elements, brands can achieve remarkable outcomes in their Instagram ad campaigns.

How to Prevent Audience Fragmentation When Running Facebook Ads

Audience fragmentation occurs when advertisers create multiple ad sets on Facebook with similar audience targeting that end up competing for ad placement. This leads to overlap and audience fatigue, resulting in lower ad performance as users are repeatedly exposed to the same ads.?

To address this issue, there’s an automated rule that prevents audience fragmentation which involves analyzing the audience targeting of each ad set and making necessary adjustments to avoid overlap. This can be achieved by increasing the exclusion of people who have already converted or excluding particular interests that are too broad and may cause audience fragmentation.

By implementing these strategies, advertisers can ensure that their ads reach the right audience and avoid wasting their budget on ads that compete with each other.

For a deeper understanding of tackling audience fragmentation and using automated rules for more efficient ad campaigns, refer to Meta’s Automated Rules Templates.

From Meaningless to Memorable: Utilizing Captions and Subtitles in Facebook Video Ads

When it comes to Facebook video advertising, video marketing remains a popular choice for marketers. But with the overwhelming number of video promotions flooding consumers' social media feeds, capturing their consumers' attention has become a top priority.

Data from Kapwing brings valuable insights into the equation. Subtitles, when incorporated into videos, have the potential to increase view time by an impressive 12%. Additionally, without sound, a significant 41% of viewers perceive videos as 'meaningless.' Recognizing this challenge, Facebook strongly recommends addressing the issue with the inclusion of subtitles. By embracing captions, you can effectively break down barriers to comprehension, resulting in more accessible and engaging videos.

Sounds and captions possess a unique charm that surpasses mere aesthetics. By combining visually appealing content with readable and relatable messaging, brands can capture their target audience's attention and leave a lasting impression.

Learn more on how to add captions to your Facebook video ads.