4 Must-Know Tips for Buying Ads on Social Media

With the right knowledge and experience, you can implement a lot of SEO strategies which don’t cost a dime. This ability to draw organic traffic without needing a big budget is a major reason why small brands can not only compete against big ones, but can often thrive!

But not every aspect of SEO is free. Most successful SEO campaigns will need to use at least some type of paid advertising. No matter what size budget you’re working with, you’ll want to get the most “bang for your buck” when purchasing ads.

Here are four quick and easy tips you’ll want to incorporate into every Facebook, Google and/or Twitter ad you buy:

1. Read the Fine Print

Social media platforms have clear advertising policies that you absolutely must follow or your ad will be pulled.

I get it. This one sounds pretty obvious. But I see this issue occurring again and again – even among veteran marketers. When crafting a paid ad, you need to follow the rules.

Need a quick refresher course?

Most of these policies are likely what you’d expect. No overtly sexual imagery. No violence. No drug and alcohol use. No hate speech. Unless your product is really…. unusual, you likely won’t have many problems avoiding these prohibited areas.

The problems which do occur tend to center around each platform’s specific style rules. For instance, if you use the word “Facebook” in a Facebook ad, you need to write the word with a capital “F.” If you don’t, your ad will be taken down. This is actually one of the most common reasons ads are denied on Facebook.

Take the time to read through each site’s advertising policies. This can help you avoid the hassle of creating an ad only to later discover it violates a site’s policy and is removed.

2. Be Clear

Don’t be the brand who cries wolf. Making outlandish claims in your ad might get you that initial click, but when customers later feel deceived they’re likely to leave your site and never return.

Whatever claims you make in your ad must be consistent with the messaging on your landing page. But that’s not all. You also want to drive the conversation forward.

Suppose you buy used clothing. You could run an ad simply stating that your buy used clothing. That will attract the attention of people who are looking to sell their old wardrobe.

A better alternative, however, is to run an ad that not only states you buy used clothing, but that you pay cash immediately. This extra information will motivate customers to take action. They can get cold, hard cash in their hand today if they head over to your store. That’s how you use ads to drive a conversation forward.

3. Use Magnetic Headlines

In social media, your ad isn’t competing against other brands. Instead, it’s competing with the other posts in the user’s feed. These are often posts from the user’s family, friends and other entities which that user actually wants to see.

Ads in a social media feed aren’t always received by the reader with open arms. You need to overcome this inherent resistance. Magnetic headlines are a great way to do that.

Magnetic headlines aren’t overly mysterious or vague. They spell out what the product or service is and why you should be interested. A magnetic headline:

  • Clearly explains the benefits of the offer
  • Promises (and delivers) an exclusive “online only” discount
  • Details why the product is unique and superior to the competition
  • Creates a sense of urgency by offering a time limitation

Twitter goes into additional detail in their official post 7 Tips for Writing Twitter Ad Copy. For my take on the subject, check out Your Complete Guide to Twitter Ads and the related post Using Facebook Ads to Promote Your eCommerce Store.

4. Use A/B Split Testing to Narrow Your Focus

At the end of the day, all advertising theories are just that… theories. You won’t know what works until you know what works. This is where A/B testing is useful.

A/B Testing is when you run two ads simultaneously and see which one gets the best response. The ads should have clear differences. For instance, one ad might emphasize your low prices while another highlights your long-standing, trusted reputation in the industry.

This isn’t a one and done type of process. You’ll likely always be refining your ads through split testing. The good news is that the more split testing you do, the better you’ll be able to understand your customer base and what they respond to.

These four simple tips will help you create ads which connect. At the same time, you’ll maximize your ad budget by spending only what you need to.