Don't underestimate the importance of the right creative! A few seemingly small changes can have big effects when you know what you're doing. Here's what we changed for a recent client to cut her costs in half and double her results.
The content and creative in your ads is extremely important to the effectiveness of your campaign. A few months ago, I started working with a new client, and she had been doing pretty good with her ads. She had been doing them herself, and she had a really good handle on the ad structure and the targeting, but her creative I felt was kind of missing the mark. So, the first thing I did was I redid her creative, and that was the only change that we made to her campaigns when we first rolled out new ads for her, and her costs immediately went down by more than half. So, she was getting double the results for her same budget just as a result of us changing the creative.
The main changes that we had to make was that her copy, first of all, was a little too professional sounding. The writing was pretty formal. It sounded very professional and a lot like an ad. You have to remember that ads are showing up in the social media newsfeed among all of everyone's friends' posts, and it's a very informal environment, so it's okay for you to use casual language and slang. It tends to be more effective if your ads are a lot more relatable in the language that they're using.
The second thing was that her ad copy was very much talking about the business, and it was very self-focused, about what they do, how they can help, that kind of thing. I, instead, changed the copy to focus on the user and the audience reading it and focusing on their pain points, and making that shift in positioning I feel was really important towards making her ads a lot more effective.
Lastly, we changed the media that she was using in her ads. So, she had only been running images prior to hiring us, and we created some videos, launched them, and they were really effective. Her images were nice too, and some of her images did perform on par with the video, but having video creative can really help make your campaigns a lot better performing. The content you use in your ads is probably the most important factor to the success of your campaign, so it's important to make sure that you're putting a lot of time into your creative, your copy, and how you're positioning your messaging.