Save Money On Your Social Media Ads

Updated August 2021

Facebook and Instagram will reel you in, encouraging you to create a simple promotion to reach more people. But if you don't know how to set up your ads correctly, you could end up spending a lot of money promoting your brand to the wrong people. We'll share our tips to help set up your ads to save money!

Defining the audience

No matter which social media platform you're using, you'll be given options to define your audience. THIS is where you will save most of your money. The better you know your audience, the more money you can save.

If you have a rough idea of your consumer then your targeting will be pretty vague. The vaguer it is, the more people it'll reach. Sounds good? While you'll eventually find your consumer within that reach, it has to go through a lot of people that have no interest in your brand or no intention of ever buying.

The problem

  1. If your ad is seen by lots of people who just scroll on or take little interest in it, it'll show the social media platform that it's a low performing ad. Low performing ads will typically end up costing you more money as when you finally get a conversion, it'll be at a higher price. So you might end up spending the same amount of money but you will have received fewer conversions for it.
  2. If your ad is clicked on by the wrong people, it'll burn through your budget before your true consumers have even laid eyes on it. Your ad might be eye-catching and intriguing enough for your vague target to click on but once they see the product or service, it might not be the perfect fit for them so they'll bounce off.

The better strategy

Spend a lot of time getting a very detailed picture of your true consumer. We've put together a guide that'll take you through the process.

Go as granular as you can and think about all of the facets of their life that would help Facebook or Instagram identify them as a target.

Defining Your True Consumer

Find ways to narrow the location where relevant. Target specific areas. With Facebook and Instagram ads, you can run them across several selected locations so that you can skip out the areas your consumer is unlikely to live.

Defining the audience in a more restricted manner will result in fewer impressions but a higher click-through rate.⁣

The ad structure

The image

Ensure that the image you use is clearly and easily readable at first glance. You don't necessarily need to use bold colours if they don't suit your brand, you just don't want your audience to have to spend time figuring out the subject of the image.

Try to reduce the amount of text on an image. These typically don't perform well so if you are using a text overlay, stick to something short and sweet with the key information.

The copy

If you have copy accompanying the ad, you want it to be clear and directive. In order to make the most of your budget, you want the people viewing the ad to take action to improve its performance and click-through-rate. Even if it reaches your true consumer, don't assume they'll be motivated to click. Tell them!

Follow our guide on effective hooks and call-to-actions to write the perfect copy for your ad.

More Clicks With Hooks & Call-To-Actions

Break it down

One way to get specific and talk directly to each target is to break your campaign down into smaller, more targeted campaigns. Your ad can remain the same but can be tailored to a different location so it feels as though your target is being spoken to and the ad is personalised to them rather than being served to a wide net.

For example:

If you're selling online yoga classes, you can of course sell these to the whole of the UK. But if you split your campaign up into smaller campaigns that target each city, you can adjust each ad to address the city.

Instead of the caption "Need to unwind after a busy day?" ⁣

be more specific with...⁣

"Need to unwind from the London commute?" "Need to get away from the Birmingham crowds?" ⁣and so on for different cities.⁣

This will also give you some interesting insights into the areas that perform the best which may help when targeting future campaigns.

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