10 Tips To Optimize Ad Campaigns And Boost Sales

Did you know that 90% of small businesses use some form of digital marketing? This statistic is expected to rise to an astounding 95% in the foreseeable future. 



 Creating an ad campaign is one thing – but optimizing ad campaigns, attracting your target audience, and getting results (and a strong ROI) is a whole different challenge. So how exactly do you optimize ad campaigns?


Where do you start? How do you create an ad campaign that attracts customers? And arguably the most critical question: how can you get organic, effective sales through your ads? It doesn’t come down to luck – it all depends on your knowledge, experience, and a little bit of trial and error.


So whether you’re a first-time ad creator or a skilled advertiser, don’t feel discouraged! We’ve compiled a list of the top 10 tips YOU can implement to optimize ad campaigns with ease.



1) Define Your Target Audience


Defining your target audience is a strategy that can be implemented into just about any form of marketing or business-related outreach. If you want to create an ad campaign that attracts customers, you’ll first need to hone in on your target audience.


Who are you selling your product to? What would your target audience want, and how would they want it presented to them? How can you attract their attention and retain their focus over other competitors in the market? These are all questions you’ll want to ask as you build the foundation for your ad campaign.


Try and get into the consumer’s mindset before creating your ad campaign – honing in on who you’re selling to and speaking to them is a surefire way to attract more audience members and – most importantly – turn them into loyal customers.



2) Take Advantage Of A Multi-Channel Ad Campaign


Limiting yourself to one social media platform can greatly impact the outreach of your ad campaign. For example, say you’re creating a LinkedIn ad campaign – why limit yourself to just that platform? By creating a multi-channel ad campaign, you’ll be able to increase the outreach of your ads organically and drive more results.


Simply tweak your LinkedIn ads and share them on Facebook, for example – saving precious time and even costs so you can stay ahead of the game.


In a world where the average human attention span is around 8 seconds, making your ads more accessible across multiple platforms will guarantee results.



3) Know When And Where To Place Your Ads


When advertising on social media, you’ll find that some platforms allow for flexible placement. Platforms such as Facebook and Instagram allow for ad placement to be managed – letting you decide where you want your ads to appear.


Did you create an ad that functions much better as a post than, say, an Instagram Story? Simply tweak your ad placement settings to make sure that your ads are fully diverted to appearing as posts in feeds – not stories.


Remember, first impressions are key. If an audience member isn’t satisfied or finds your ad placement to be clunky, they’ll leave without a second thought. So get ahead of this risk and always optimize your ad placement!



4) Make Sure Your Ads Link To The Right Place


This may seem like a trivial tip, but it plays a significant role in the success of an ad campaign. What do you think would be easier if you want your ads to drive customers to visit your website? Your ad leading the consumer to your social media profile so your audience can click the website link on your profile, or simply have your ad lead to your website?


Facebook ad campaigns and Instagram ad campaigns provide simple tools to let you choose where you want your ad to link to – be it a website, specific product, or your company profile in general.



5) Create Engaging Multimedia Ad Campaigns


As it turns out, creating multiple forms of media can engage the audience and turn consumers into customers organically – and on a more frequent basis. For example, let’s say you’re creating an Instagram ad campaign: consider reeling a consumer in with a catchy image that shows off your product all while the ad links to your website.


When the consumer is interested in the product and wants to learn more, they’ll click the link to your website, where they may be introduced to a professional and/or informative video about the product, ideally answering all their questions while also showing why they should purchase YOUR product instead of a competitor’s.


Following a consumer mindset such as that, you’ll find that your ad campaigns will perform much more effectively if they are engaging and informative and share diverse forms of media that continuously engage the audience.



6) Track. Your. Campaigns.


Trial and error is an inherent part of creating a successful ad campaign. Small businesses may attempt to create an ad several times only for it to receive little to no engagement. It happens! But your ads will never improve if you aren’t tracking your campaigns and measuring your results.


Utilize tools such as Facebook Pixel (more on that later) or Google Analytics to see what’s working best for your ads and what may need to be adjusted. Hone in on who is viewing your ad, how many are clicking the links, and if they’re the audience you’re looking for. There’s nothing wrong with making adjustments mid-campaign or planning ahead for the next one.



7) Don’t Just Encourage Consumers To Click Your Ad


You may be scratching your head wondering why you SHOULDN’T be encouraging consumers just to click your ad when ads intend to drive sales. A specific niche of users known as “clicky users” may click your ad and visit your website but will unfortunately not turn into a sale as their attention will soon shift to another ad further down the line.


Optimize your ads to match the goals of your business. As mentioned in a previous tip above: make sure your ads are linking to the right place.


For example, if you want your ads to encourage consumers to visit your website, make sure you’ve optimized your ad campaign to achieve just that, and give the audience a good reason to visit it rather than simply encouraging them to click the ad.



8) Focus On The Audience


Viewers of your ad aren’t going to immediately drop everything they’re doing, click your ad, and buy your product – especially if your ads are sounding TOO salesy. Your audience members aren’t machines! Instead, focus your ads on the mindset of an average customer.


For example, let’s say someone’s TV broke and wants a new one. A successful ad will make the consumer aware that you are a reputable TV manufacturer and have the solution they’re looking for: a new TV. On the other hand, if you’ve reeled the consumer in so far, they may have clicked your ad and visited your website.


Here is where you’ll want to tip the scales with valuable info and credibility to make them want to choose your product over someone else’s.


Understanding the importance of the buyer’s journey is key to successful advertising. While the foundation of a buyer’s journey may be similar – every target audience searching for a product or service will go through that journey differently.



 9) Creating Facebook Ads? Utilize Facebook Pixel


Why are we emphasizing Facebook Pixel in particular? Because Facebook remains the most used social media platform with a whopping 78.1% of all social media users having an account on Facebook. Similar to Google Analytics, Facebook Pixel is specifically catered to tracking website clicks, visitors, and other statistics.


The difference is: Facebook Pixel will take those statistics and utilize them in your ads so you can create the best possible Facebook ad campaigns without having to do all the heavy lifting.



10) Don’t Be Afraid To Utilize Catalogs For Your Products.


When creating and optimizing ad campaigns, it’s important to remember that not all consumers are looking for one product in particular and/or know exactly what they’re looking for, especially if you’re a business with multiple products/services.


Think of it like buying a car: is the average customer more likely to be super specific, or will they be more likely to start by simply looking at a certain kind/brand of car?


Keep a catalog handy on your business website (and your social media profile when possible) so both you AND your customers can access info and products with ease. Let your ads be the doorway to your product(s)!


These ad campaign tips can benefit your business website in countless ways – making it a worthwhile time investment when looking for ways to reach your target audience and boost your sales. Need more help with optimizing ad campaigns?


Our team at PalmPons specializes in is digital marketing – and we’re ready to develop a perfect strategy for your business and your target demographic. So get in touch with us today, and let’s boost your business together!