The Basics Of Running An Ad Campaign

 

Look at your ad goals and your current financial situation, which can help you to determine your ad spend. Don’t spend too much – starting out small helps you to control your finances, and when you’ve got all the elements right, you may find that a small budget can bring you great results and a big return on your investment. 

Don’t underestimate the power of targeting – knowing who your target audience are is crucial for ensuring your ads are delivered to the right people. If you target your ads wrong you could end up wasting money and time on an Ad that doesn’t perform, so get a good idea of who it is you want interacting with your business and clicking on the links you have included within your ads.  

 

You want to consider such things as: 

 

• Where your audience are located – if you have a physical location, you may only be looking for people who live around the area your business is in. If you offer an online course, or sell online, you may choose to target multiple cities, the entire country or a global audience. 

 

• Their age – knowing how old your audience are will allow you to tailor other elements of your campaign such as your copy and graphics. Facebook typically lets you target users from the ages of 18 – 65+. 

 

• Their gender – Whether your business is created for everyone or you create products or courses specifically for women or men, you can use this to design your ad creative and target the correct people. 

 

• Their interests – What does you audience like? What personality traits do they possess? For example, if you run a sports company, you can target people who are interested in fitness or a specific sport. This can help to narrow your audience to those most likely to show interest in your ad. 

Next, you want to consider creating your visual elements. These must convey the message of your ad, stand out from the crowd and help to capture the attention of those scrolling through their feed. Your ad must be branded so it can be easily recognisable alongside your business – helping with building brand recognition too – using your logo, colours, fonts and tone of voice in your visual elements to create a cohesive campaign. You can use an image in a single or carousel format, or if you’d rather, use a video to help convey the message of your campaign – however, keeping these videos short, sweet and to-the-point can be much more powerful at retaining interest from your audience than a longer video. A/B testing can be helpful too – creating different variations of you visuals or using a video, single image and carousel and testing them to see which works better can help to shape your future campaigns. 

Now, you need to think about writing your copy. Your copy must be compelling, answers the pain points and wants of your audience by providing value to them, and encourage them to take the next steps via your call to action. Be direct with your messaging, get to the point and don’t make it too long – like your visuals, your copy must grab the audience’s attention straight away.  

 

Ensure it’s written in your brand voice, and works with the visual elements you’ve created. You can also decide to A/B test your copy, using different styles, lengths and messaging to see what your audience best responds to. 

Once you get these basic things set into place, you can begin to consider such things ad formats, placements, and reviewing each element of your campaign. If you’re creating ads, then these four things are key to know and get right before you begin running your campaigns.