Spring Cleaning: Facebook & Social Ads

You’ve heard of a digital cleanse, but have you ever thought about it in the context of cleansing your social ads campaigns?

Spring illustrates new beginnings and cleansing our home and soul. Time to open the windows and let the fresh air flow in, create space for all things new and embrace change. It’s the perfect time to clean up the old and bring in the new.

Data cleanse

Let’s go back to basics and look at your foundations – data. A chunky database won’t provide you with much value if it isn’t crafted around the right audience. Eliminate target audiences that aren’t performing well or don’t match your message.

Utilise in-market audiences by setting them up with 0% bid modifiers across your campaigns and monitor them. They will provide you with rich data which you can then use across Facebook and Instagram even when you keep your bid settings the same.

Revitalise your creatives and ad copy

Check up on your existing ads to ascertain whether the creatives and copy reflect your current message. Determine if they are relevant to the season, current and trending events. Users expect a personalised experience on their socials, whether it’s organic or paid posts. Ensure you are providing them with the best experience through a full check up on your campaigns.

Though we are in unprecedented times during the COVID-19 pandemic, remember that we are all focused on going back to safety and normality. Continue preparing campaigns for when we resume back to reality and you can hit the ground running.

Tune your campaigns

Tailor your copy so your message doesn’t appear like you are ignoring the current Global situation and try to remind your customers that you are carrying on “business as unusual”. 

Inspect your location and targeting settings. Identify where you’re flow of traffic is from and research spaces that you can include to your target locations.

Establish any old and underperforming ads and pause the ones that aren’t relevant to your message anymore and make way for new ones. 

Improve your campaign settings

Check and pause any placements, audiences or devices that aren’t functioning. In theory, Facebook prioritises the best performing placements and ads which are the cheapest and most effective. However, now is a good time to analyse the data and confirm that is the case. If it isn’t then you should pause or remove those placements and ads.

Users discover new products and brands through paid social advertising. Whether you want to keep your existing customers satisfied or want to dazzle your prospective customers it’s essential that you sort out your campaigns and polish your ads. Clearing them up should be part of your business routine – so there’s no time like the present!

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