With over 3 billion active users each month, Facebook continues to be the most popular social media platform in the world.

Despite its large reach, however, Facebook ads have a reputation for low engagement. That’s why advertisers need to work extra hard to run Facebook ads that boost brand awareness and turn scrollers into customers.

Here, our team of experts walks you through the steps we use to help our clients achieve a higher ROI.

What are Facebook ads?

Facebook ads are sponsored posts that appear across Facebook’s network that promote a business’s brand, products, or services.

(Image: Facebook screenshot)

Also called Meta ads, Facebook ads target people based on their age, interests, and online behavior to reach the right audience. Advertisers pay a fee based on how many people see or click on their ads.

How do Facebook ads work?

Brands create ads that show up in their target audience’s Facebook feeds and stories, as well as other places on Facebook and Instagram.

Here’s how it works:

1. Advertisers choose a goal (like more website visitors or sales)
2. Select the type of audience they want to target, their budget, and maximum bid for each ad’s view (CPM) or click (CPC)
3. Facebook uses an ad auction system to determine which ads to show to the most relevant people
4. The advertiser pays when someone clicks on their ad, or each time they reach 1,000 impressions (views)

Why advertise on Facebook?

No matter who your audience is, you’re likely to find them on Facebook. With the right strategy, you can build a social media advertising campaign that reaches them.

Facebook ads:

• Build brand awareness
• Benefit other digital marketing campaigns, like Google Ads
• Reengage and retarget your audience
• Is the largest social media platform, offering a large audience
• Has precise micro-targeting options that segment custom audiences
• Are cost-effective with flexible budgeting options and a lower cost per click (CPC) than other platforms
• Include built-in analytics and detailed reporting that offers insights into metrics like impressions, reach, clicks, click-through rate (CTR), CPC, conversion rate, and return on ad spend (ROAS)

Meta ads are maintaining dominance in the paid social space since Meta properties like Facebook, Instagram, and Messenger have the largest number of users in the world with over 6 billion monthly active users and the ability to drill down on targeting.

“We’ve learned that these ads are most effective when utilized in a comprehensive digital marketing strategy/campaign including, paid search, SEO, remarketing, and video, to name a few,” says Rambod Yadegar, President of HawkSEM.

Further reading: See how we helped ecommerce client Apotheke Co. effectively position its products to its target audience and acquire new customers with advice from our paid social experts.

How to run successful Facebook ads

1. Create a Facebook Ads Manager account
2. Install the Meta Pixel
3. Go to Facebook Ads Manager
4. Select your objective
5. Choose your audience
6. Set your Facebook ads budget
7. Create a compelling Facebook ad
8. Track and optimize your results
9. Build a report to share with the team

1. Create a Facebook Ads Manager account

Facebook Ads Manager is a tool to create, manage, and track ads across Meta. This includes Facebook as well as Instagram, Messenger, the Audience Network (third-party apps and sites), and even WhatsApp.

To create an ad account, you need to set up a Facebook Business Page.

Then:

• Go to Meta Business Suite
• Click ‘Create Account’
• Add your Facebook Business Page account (a personal Facebook page won’t work)
• Fill in your account details (business name, your name, and email address)
• Click Next
• Enter any additional details, like your address, phone number, and website
• Submit
• When you receive a confirmation email, click Confirm Now

Then, you can handle all your Meta-related business items within the Meta Business Suite.

(Image: Meta screenshot)

2. Set up Meta Pixel

Meta Pixel (formerly Facebook Pixel) is a snippet of code you can add to your website that monitors visitor activity after they click on your Facebook ad.

While this step isn’t absolutely necessary, Meta Pixel integrates with platforms like WordPress, Shopify, and Squarespace to:

• Provide granular insights and analytics (e.g. scroll depth, button clicks, and form submissions).
• Improve ad targeting
• Enhance performance tracking
• Optimize ad delivery
• Improve cost efficiency

Here’s how to get started with Meta Pixel:

1. Create your Pixel

• Log in to your Meta Events Manager
• Click on “Connect Data Sources” and select “Web”
• Click “Connect”
• Enter a name for your Pixel and click “Create Pixel”

2. Install the Meta Pixel on your website

There are a couple of ways to do this:

Partner integration

If your website is hosted on platforms like WordPress, Shopify, or Squarespace, Meta offers direct integrations.

• In Events Manager, after creating your Pixel, select “Use a Partner Integration.”
• Then, simply choose your platform and follow the on-screen instructions to complete the setup.

Manually

• After creating your Pixel, select “Install code manually”
• Copy the Pixel base code provided
• Paste this code into the header section of your website (just above the closing </head> tag) on the pages you wish to track
• Save and publish the changes to your website

3. Verify Pixel installation

You can use the Meta Pixel Helper Chrome extension to ensure the Pixel is correctly installed.

Simply visit your website and click on the extension icon – it will indicate whether your Pixel is active and functioning properly.

4. Set up events

• In Events Manager, use the “Event Setup Tool” to define and track these actions without additional coding

Pro tip: Meta Events Manager is gradually changing how your event data is shown. So if your data seems to have disappeared, don’t worry. Keep up with the dataset rollout to stay on top of your campaigns.

3. Create a campaign in Facebook Ads Manager

To navigate to Ads Manager, click the hamburger menu icon located at the top left corner of the screen (labeled as ‘All tools’).

(Image: Meta screenshot)

To start creating campaigns, select ‘Create.’

(Image: Meta screenshot)

4. Select your objective

After that, pick a campaign objective that aligns with what you hope to achieve with your ad. Options include:

• Awareness
• Engagement
• Traffic
• Leads
• Sales
• App promotion

Pro tip: If you want specific results (like more traffic, engagement, or sales), you’ll be charged per action taken. But if you just want to boost visibility (like getting more website visits), you’ll pay based on the number of times your ad appears.

(Image: Meta screenshot)

5. Choose your audience

Audience targeting on Facebook Ads Manager allows you to include (or exclude) people based on their reported interests, age, or location, ensuring that you reach the audience most likely to interact with your business.

(Image: Meta screenshot)

To select your audience:

• Select the location, age range, gender, and language you want to target. You can select (or skip) cities based on size or prioritize people who recently showed interest in your brand.
• As you adjust your settings, look at the custom and lookalike audience size guide on the right. It shows how many people your ad might reach.
• The system will also estimate daily interactions and potential Page likes. If you’ve run ads before, these numbers might be more spot-on because Facebook knows your audience better. But remember, these numbers are just rough guesses, not promises.

6. Set your budget

First, decide if you want a daily budget or a lifetime budget.

The daily budget means your ad runs all day and Facebook ensures you don’t spend more than you set (but you have to spend at least $1 a day).

If you pick a lifetime budget, your ad will run for a certain time, and Facebook will spread out how much you spend over that period.

If you’re not ready to show your ad right away, you can choose when to start and stop your ad and even pick the times it appears.

This way, you can show your ad when your potential customers are usually online to make the most of your money.

7. Create a compelling Facebook ad

First, pick the type of ad you want to run. There are eight Facebook marketing ad formats, ranging from a single image or video to multi-image ads to a full collection or slideshow.

(Image: Single photo ad screenshot)

Consider your ad placement along with the type of ad creative you want to use. While image ads are the most popular choice, video, reels, and carousel ads can enhance your ads, depending on your goals.

(Image: Video ad screenshot)

Autumn Sullivan from MiQ suggests deconstructing a Facebook ad into its individual parts: text, headline, description, picture, and call-to-action (CTA). You should then clarify the role of each part.

(Image: Carousel ad screenshot)

“The main content should pinpoint what the customers are struggling with and present solutions,” says Sullivan. “Your headline’s job is to capture and retain their interest. The description is there to give more information and foster trust.”

Even though Facebook doesn’t give too many CTA choices, always pick the one that best aligns with the desired action you want the user to take.

(Image: HawkSEM)

Check the preview to see how your ad will appear in different places on Facebook. If everything looks right, hit the “Publish” button to get your new ad live.

8. Track and optimize your results

Once you launch, it’s time to monitor and optimize. You can do this from either Facebook Ads Manager or your ad software.

Facebook provides several important metrics to track, which you can see in Ads Manager:

• Performance Metrics: Captures results, reach, frequency, and impressions
• Engagement Metrics: Revolves around likes, overall page engagement, and interactions with individual posts
• Video Metrics: Shows key indicators like total video views and the average portion of videos watched by viewers
• Website Metrics: Measures actions on your website, such as checkouts, purchases, and items added to the cart
• App Metrics: Includes data like app installs, how people engage with your app, and the cost per engagement
• Event Metrics: Focuses on responses to your events and the associated cost for each response
  Click Metrics: Shows total clicks, unique clicks, and the cost for each click
• Settings Metrics: Delves into specifics such as start and end dates, the name of the ad set, delivery, and ad objective

Tracking can be challenging, especially when you’re looking for data to increase sales.

When building Facebook Ad campaigns for our clients, we use our proprietary software, ConversionIQ, to identify the search terms high-converting audiences use so we can optimize ads and boost conversion potential.

Our tool measures conversions, such as average order value (AOV) and ROAS, which allows data-driven decision-making for your paid search program.

As a cherry on top, you can get landing page design and conversion optimization to turn those clicks into leads and sales.

9. Build a report to share with the team

Finally, after selecting an objective and running your ad for at least two months, it’s time to build reports to show campaign performance.

Here are the steps to create a report:

• Click on “Analyze and Report” from the main menu
• Go to “Ads Reporting”
• Click on “Create Custom Report”
• Open a saved report
• Choose “Save As” beside the save icon. Name your report and select “Schedule Email”

When running and tracking Facebook ads properly, you can extract info from ad campaigns that you can use to enhance other channels such as paid, SEO, and other social platforms.

Remember, while tracking all these metrics is vital, never lose focus on your main advertising goals. Evaluating Facebook’s clicks and conversions will always remain a top priority.

Expert strategies for ads that convert

Now that you know how to create your Facebook ad campaigns, here are some expert strategies to create compelling ads.

Don’t: Reinvent the wheel

Most ads follow a simple problem-solution style framework — and it works.

“First, you need to have a hook. Find out what the hook is going to be, then present the problem and provide a solution,” says paid social expert Nick Shackleford.

“Next, answer these questions: what are the key features of that product or the solution you’re trying to sell? What are the hurdles that you need to overcome? Lastly, what is your call-to-action (CTA)?”

A mix of these seven variables is an excellent way to create compelling ads.

• Angle/Idea
• Hook
• Problem setup
• Solution
• Benefits (the big promise)
• Response to objections
• CTA

Do: Speak the audience’s language

Rule of thumb for building connections with your audience: “Speak the audience’s language,” says Bryan Clayton, CEO at GreenPal. “It’s not just about what you want to say; it’s about what they want to hear.”

Effective ad copy feels like you’re speaking directly to the consumer. By grasping who the readers are, you can tailor your message, tone, and wording to truly connect with them.

Don’t: Be pushy or aggressive

“When it comes to advertising on Facebook, it’s important to strike the right balance. People don’t appreciate a pushy or aggressive approach,” advises seasoned content strategist Sayem Ibn Kashem.

“It’s crucial to create ads that feel like a friendly conversation rather than a sales pitch. Be authentic, share your story, and showcase how your product or service can genuinely improve people’s lives.”

Kashem also suggests using captivating visuals that tell a story and catch people’s attention.

“Think of it as inviting them to a casual chat over coffee, rather than forcing a sales agenda on them,” notes Kashem.

“By creating ads that connect with and resonate with your audience, you’re not just selling products; you’re building relationships that can do lead generation and create conversions. It’s like finding common interests with a friend at a party – it just feels right.”

Do: Ensure your ad visuals and copy are in sync

Kashem posits visual elements should work in harmony with the copy. “Say I’m advertising a cloud storage service. Instead of using stock photos of clouds, I’d create a visual showing a stressed-out person turning relieved and happy after using our service,” explains Kashem.

“The visual echoes the ad copy, which might say something like “Never Worry About Losing Your Files Again.”

At HawkSEM, we pay attention to the entire user journey, from impression to click to landing page.

“We align copy and ad imagery to the post-click experience,” says lead strategist Nicole Goodnough. “If you click on an ad for motorcycle helmets and land on a page for nursing bras, that’s a bad experience, and conversion rates will suffer.”

Pro tip: Meta Pixel reports track how many people watched your whole video ad and the average time they spent watching. Analyze the watch time, then make new videos the right length to get more results.

Don’t: Set it and forget it

Alexander Zuidam, the head of Sales and Marketing at upMention shared that “a Facebook ad strategy is never a set-it-and-forget-it game plan.”

Facebook’s advertising features and algorithms are constantly evolving. “So it’s vital to adjust your messaging and how you target your audience quarterly,” says Zuidam.

And be sure to experiment with different types of content, ad formats, and ad targeting options.

“We’ll leverage influencer marketing for three months,” explains Zudaim. “Then, for the next three, we’ll prioritize paid ad campaigns. This keeps our social media presence and messaging fresh and relevant for our customers.”

Clayton echoes this sentiment. “You don’t just launch a campaign and walk away, expecting results to roll in. You have to monitor those metrics. Make adjustments based on what the data is telling you.”

Do: Prioritize performance

By focusing on ROI, you can prevent unnecessary ad spend and ensure the budget is spent in the right strategies that bring tangible returns.

“We take an ROI and performance approach when it comes to Facebook ads,” says Yadegar.

“Not only do we identify your target, and demographics, but we also look at important factors such as desired ROAS, cost per acquisition, scalability, and lifetime value of a customer.”

“Further, we track all steps of the customer journey with ConversionIQ to really understand what is working and how to optimize towards results,” adds Yadegar.

Pro tip: A/B test Facebook ads to improve your ad performance. Experiment with different ad formats and styles to help you pinpoint what improves engagement with the target audience.

The takeaway

Facebook ads can be a game-changer for big and small businesses looking to effectively engage their target audience. By following these expert strategies and tips, you can ensure your campaigns are set up for success.

However, while Facebook advertising offers a broad framework, the specifics will depend on your business’s unique requirements and goals.

To truly harness the power of Facebook ads, adopt a mindset of continuous experimentation, testing, and refinement.

Need a hand getting started? Talk to the social media marketing experts at HawkSEM.

This post has been updated and was originally published in December 2023.

The post How to Run Facebook Ads: A Beginner’s Guide to Success appeared first on HawkSEM.

Pay-per-click (PPC) channels are a dime a dozen.

So how do you decide which ones deserve your hard-earned advertising budget, from TikTok and Instagram to Google and Bing?

Today, we compare two of HawkSEM’s go-to platforms: Google Ads and Facebook Ads.

You might prefer to stick to one or the other, but as paid social marketing expert Magnolia Deuell points out: You need both to maximize your reach and impact.

Join us as we walk through the pros and cons of Google Ads versus Facebook Ads and show you how each one draws new audiences and killer sales.

(Image: Adobe)

Google Ads vs. Facebook Ads: An overview

Google Ads and Facebook Ads are pay-per-click advertising platforms where the advertiser can promote their product or service with targeted online ads, only paying a fee when a user clicks.

Google Ads display across the search engine network, including:

• Google search engine results pages
• Gmail
• YouTube
• Other websites on the Google Display Network
• Apps

Facebook Ads display across the social media network, including:

• News feed
• Videos
• Messenger
• Marketplace
• Non-Facebook apps and websites through Meta Audience Network

Google caters to a more high-intent audience who is actively searching for a solution or answer. Facebook is home to more passive browsing that can lead to more brand awareness and trust.

Google Ads pros and cons

Google Ads is the search network giant’s built-in PPC platform that rewards businesses who play by their algorithms (and higher price points) with top-of-search-results status.

It’s known for quick traffic and conversion results, even though Google campaign success doesn’t come without significant investment.

With an average CPC of $2.69, this PPC platform takes a toll on your marketing budget. But its high conversion rate, massive reach, and purchase intent make Google Ads a vital platform for your PPC strategy.

Pro #1: High purchase intent for niche brands and expensive products

People who type specific items or products into Google already know what they want, meaning Google’s search intent is a serious pro for your ad strategy.

Of course, that doesn’t always translate to instant revenue. Your potential customers might search for industry knowledge and information before they feel ready to purchase your product.

Still, Deuell says that Google Ads places your product in front of people with high purchase intent:

“Last-click attribution methods typically show that direct/paid search traffic drive the most conversions,” says Deuell.

Let’s say you own an accounting SaaS business, and a 40-something VP of a big retailer needs new accounting software.

He might type in “accounting software for enterprise businesses,” and find your SaaS business at the top of the search engine results page (SERP). He could decide to make a purchase right then and there, and turn into a new customer on the spot.

This purchase intent in Google Ads campaigns becomes especially valuable for brands in super niche industries, or ones that sell expensive products. You still need to sell your value, but it’s a lot easier if someone is actively searching for it.

(Image: Adobe)

Of course, your customers also search on Facebook (aka Meta). The only difference is they don’t do it as often as they do on Google (but more on Facebook search later).

Most of the time, Meta Ads appear as “interruption” ad placements, where they appear randomly on your potential customer’s newsfeed.

While both ad platforms are hugely popular, we’d say Google is even more of a household name.

Pro #2: Massive reach

We won’t discount Facebook’s 3 billion monthly active users (MAU). But Google boasts a whopping 8.5 billion searches daily.

Chances are, your product will fulfill one or two of those Google searches, right? Well, it’s not really about chance. You need a well-oiled PPC strategy to land on your ideal customers’ SERPs.

But back to Google’s reach. No matter your target audience or how niche they are, they probably use Google.

The fact that Google offers increased chances of reaching your audience with its universality is one of the most powerful benefits of the platform, but it doesn’t come cheap.

Con #1: More expensive

Tons of factors influence marketing costs; however, Deuell tends to see higher ad spends and average cost per click (CPC) on Google Ads than Facebook:

“Paid search is typically more expensive on a CPC basis, but the conversion rates are typically higher.”

But does that mean smaller businesses and startups should exclude Google Ads in favor of Facebook? Absolutely not. Channel diversification is key for bottom-line ROI.

Meaning? The higher ad spend isn’t as much of a con if paired with more return on your investment. Deuell shares how to make the most of your Google Ads:

“This [higher CPC on Google Ads] is why it’s important to measure your marketing efforts as a blended return on ad spend (ROAS)/ROI versus trying to compare costs per acquisition by channel,” says Deuell.

Con #2: More comprehensive to manage

From the Google Display Network (image ads) to text ads, Performance Max, Shopping, and YouTube, brands already have a lot on their plate working with Google Ads.

But once you dive deeper into campaign account structures, each campaign demands a ton of tweaking and details that make things difficult to manage.

Ad scheduling and automation make it more efficient if you have a solid handle on the platform, but they can quickly overwhelm the average business owner.

Overall? Google Ads is the clear winner for purchase intent and wider audience reach. Still, Deuell reminds us that no effective advertising strategy relies on just one paid channel to drive business performance.

You want to leverage the strengths of both Google Ads and Facebook Ads.

Facebook Ads pros and cons

In the fight of Google Ads vs. Facebook Ads, the latter’s unique benefits may surprise you.

You might know the social media platform Facebook for Messenger, photos, and keeping in touch with friends. But Facebook users present a prime audience network to market your brand.

The platform allows this through Facebook Ads, a PPC platform that focuses on creative assets and detailed targeting while offering a cheaper price than Google ($.77 compared to Google’s $2.69).

Pro #1: More customizable and granular targeting

We talked about the power of search queries and relevant keywords with Google Ads, but does it work similarly on Facebook? Not exactly.

A potential customer on Facebook might not type in a high-intent keyword in the Facebook search bar. However, Facebook Ads targeting harnesses a ton of other relevant criteria like:

• Connections: People who have “liked” your Facebook pages
• Apps: Downloads and purchases
• Age: Most people plug in their birthday on their profile
• Career: Job title, industry, employer
• Life events: Birthdays, bar mitzvahs, weddings, etc.
• User behavior: Device type and purchase history, website visit history
• Interests: Hobbies and passions demonstrated by groups and likes

Google Ads search intent lets you tap into a niche audience who knows they need your product.

However, Facebook gets just as deep into the details to find top-of-the-funnel customers likely to respond well to your brand. Demographics, job information, hobbies, and interests are all valuable insights to create a solid audience persona for targeting.

Facebook also takes things a step further with lookalike audiences, which helps you identify even more of an audience that shares similarities with your existing target. And if your audience has already seen your ads? You can use retargeting to seal the deal.

Pro #2: More creative ad types

While Shopping ads and Display ads also let you leverage the power of imagery, Facebook offers a vast variety of creative ad types for brands in ecommerce, entertainment, arts, and design — industries in which images and videos speak directly to their competence and unique value propositions (UVPs).

Carousel ads also mimic the browser’s shopping experience with a swipeable series of product photos.

Even though a Facebook audience doesn’t actively search for products using a keyword search, such as “high-quality leather boots,” the nature of this ad type appeals even to top-funnel customers and builds brand awareness.

Pro #3: Superior for demand and building brand awareness

What leads up to someone typing “L’Intervalle winter boots” into Google? Sure, the searcher has the purchase intent now, but that didn’t happen overnight. Perhaps a friend recommended the brand to them.

Or more likely?

(Image: Facebook)

L’Intervalle has a solid Facebook Ads strategy that made this searcher aware of the brand. Deuell says that creates demand for a product.

“Taking a step back and looking at a multi-channel attribution report will open analysis to where all of that demand is coming from,” she explains. “Hint: it’s normally paid social!”

Maybe you didn’t land a purchase with the Facebook campaign right away, but Deuell says the platform plays an undeniable role in your Google Ads conversions.

“Especially for small businesses where brand awareness is crucial to filling the pipeline and driving demand,” says Deuell. “Paid social media (and other upper funnel tactics) play a critical role in driving demand within lower-funnel efforts like search.”

Con #1: Limited local audiences

Both Facebook Ads and Google Ads offer geographical targeting options in your ad campaigns.

However, Google Ads has more potential to reach location-specific audiences just by the sheer number of people who use the search engine every day.

Facebook advertising only lets you target users in up to 25 countries and up to 250 cities.

And while you can also target states and up to 50,000 zip codes, there are limitations for businesses that rely on local sales:

“Hyperlocal businesses can be hard to scale on Facebook,” says Deuell. “For example, if you are looking for a 24- to 34-year-old business owner in a specific zip code, your campaigns will likely not be sustainable due to limited audience size.”

Con #2: Limited demographics for certain industries

Facebook has received some flack for discriminatory ad targeting. The platform used to allow ad targeting based on political affiliation, religion, and ties to charitable organizations. However, they’ve removed these features to keep advertising more ethical.

Are targeting rules more stringent if you’re in a certain industry?

“Protected categories, like housing, education, and credit offerings remove a lot of demographic-based targeting options on Facebook to ensure there are no discriminatory practices within the advertising strategy,” says Deuell.

We’ve covered the pros and cons of each platform. Now, let’s talk about the cost.

Cost of Google Ads vs. Facebook Ads

Facebook Ads generally cost less than Google Ads, with an average CPC of around $.77 versus $2.69. However, the exact cost depends on your industry, targeted search terms, and goals.

It’s important to keep in mind that Google Ads typically yield a higher return on investment (ROI) due to a more high-intent audience, while Facebook Ads can facilitate an increase in search volume (resulting in higher conversions through Google Ads).

Further reading: How Much Do Facebook Ads Cost? and How Much Does a Google Ads Campaign Cost?

How much of your budget should go to Google Ads vs. Facebook Ads?

While HawkSEM has a wide roster of clients spanning various niches, we typically recommend a trusted formula for budget allocation. Ideally, 30% of your marketing budget should go toward paid advertising platforms:

• Paid social: 10%
• Paid search: 20%

The remaining 70% of your marketing budget looks like this:

• Email marketing: 25%
• SEO: 20%
• Organic social: 25%

We know, we know — talking about budget allocation isn’t exactly thrilling. Fortunately, we’ve got the blueprint for how to split your marketing budget.

As for which platform deserves more of your attention…

Which should you use: Google Ads vs Facebook Ads?

Bottom-funnel lead generation, high click-through rate (CTR), and massive audience reach are serious benefits to making Google Ads work hard for your advertising strategy.

But online advertising on Facebook Ads gives you high engagement and awareness metrics that propel people to convert via Google search ads in the first place.

Meaning?

“Channel diversification and a solid marketing mix strategy is key to bottom line ROI,” says Deuell.

If you’re a B2B business questioning the effectiveness of Facebook for your industry, think again. Don’t underestimate the power of a B2B Facebook Ads strategy. While Facebook is more popular for B2C brands, this advertising platform is perfect for targeting business decision-makers by job title and industry.

Just ask our financial SaaS client TimeWarp Trading. We refined their landing page messaging, researched relevant keywords and audiences (via Facebook’s job and industry targeting), and conducted a slew of A/B tests to optimize each campaign.

The results? A whopping 471% boost in ROAS.

The takeaway

So who takes the gold in the battle between Google Ads vs. Facebook Ads? Each has upsides and downsides, but think of them as the dynamic duo of your digital marketing family. While they may have different characteristics and functions, they complement each other (and your ROI) perfectly.

Deuell brings it home: “Each channel has pros and cons. The biggest note is that you should not put all of your eggs in one basket.”

But let’s be real: we don’t always have the bandwidth to juggle everything. 

Similarly, your internal team might be too busy taking care of your existing customers to dedicate ample time to learning how to use Google Ads and Facebook Ads for effective marketing campaigns.

At HawkSEM, omnichannel marketing is our forte. Our team of PPC and SEO strategists are masters of social and search channels, consistently delivering an average 4.5X ROI for our clients. Now it’s your turn to be one of them.

Let’s craft your omnichannel marketing strategy.

This article has been updated and was originally published in January 2024.

The post Google Ads vs. Facebook Ads: Pros, Cons + How to Budget appeared first on HawkSEM.

Use this list to find:

• What a social media agency can do for your business
• The benefits of using a social media agency
• How to find the right social media agency
• 12 of the best social media advertising agencies in the US (and what they specialize in)

Social media has continued to rise in popularity over the last several years.

However, as time goes on, these platforms are beginning to be treated more and more like search engines.

According to Emarketer, 67% of U.S. social media users are at least somewhat likely to research products on social media platforms before making a purchase.

In other words, social media advertising is a great way to get your brand in front of the right audience at the right time. But that doesn’t mean it’s easy.

Navigating the ever-evolving world of social media can be daunting, especially with rising competition. That’s where a social media agency comes in.

We’ll introduce you to what a social media marketing company is and how it operates (full-service vs. specialist). Plus, we’ll share 12 of the best agencies in the game to get you the online presence you deserve.

We also cover each agency’s unique offerings, what they specialize in, their awards, top content, and what makes them stand out.

1. HawkSEM

HawkSEM (that’s us!) is an award-winning, full-service online marketing agency that specializes in working with B2B and B2C brands to boost their social media marketing.
We have a team of experts who are passionate about driving results for our clients.

Our paid media services include social media channels like Facebook ads, Instagram, Twitter, LinkedIn, and Pinterest advertising and paid search such as Google Ads and Microsoft Advertising.

We also offer performance creative services to help clients develop compelling video-driven creative that resonates with their target audience.

HawkSEM has been recognized by Clutch.co as a top social media marketing agency, is an accredited Meta Partner, and has worked with some big-name brands such as Honda, Nike, and Microsoft.

Best for: Ecommerce, B2B/B2C, SaaS, finance, healthcare, professional services, education

Services offered:

• Content marketing
• Paid social media marketing
• Conversion rate optimization
• PPC management services
• SEO
• Ecommerce marketing
• Remarketing
• Landing page optimization
• SEM strategy

Clients:

• Honda
• Nike
• Microsoft

2. MuteSix

(Image: MuteSix)

MuteSix is a performance marketing agency that specializes in Facebook and Instagram advertising for B2C brands.

It has had tremendous success helping big-name brands in a wide variety of industries such as retail, ecommerce, luxury goods, nonprofits, technology, and sports.

The team consists of creative strategists, data analysts, and media buyers who work together to develop and execute social media advertising campaigns that drive results.

MuteSix has been recognized by Inc. Magazine as one of the fastest-growing private companies in America and has worked with clients such as The Honest Company and Revel.

Best for: Ecommerce, beauty brands, finance
Services offered:

• Email marketing
• Content creation
• Bespoke production
• Graphic design
• Copywriting
• CRM
• TV/CTV

Clients:

• Universal Standard
• High Rise Financial
• Farmacy Beauty

3. AKQA

(Image: AKQA)

AKQA is a creative agency specializing in brand experience and innovation and primarily works with enterprise companies.

It has delivered powerful, results-driven campaigns for massive, multinational businesses such as Nike and Sony and uses an interdisciplinary approach to craft campaigns that deliver on all fronts.

AKQA has team members including designers, developers, and strategists who work together to create compelling social media advertising campaigns that capture their clients’ brand essence.

AKQA has been recognized with numerous awards, including a Cannes Lion for their work with Nike, and has worked with other household names such as Google and Netflix.

Best for: enterprise, SaaS, ecommerce

Services offered:

• Digital and print marketing campaigns
• Digital strategy
• Paid social
• Organic social

Clients:

• Tinder
• Sony
• Volvo Cars

4. We Are Social

(Image: We Are Social)

We Are Social is a global social media agency specializing in marketing plans, social media content creation, and community management for global brands.

With 1,300+ staff members in 19 offices spread across multiple continents, its team is well-positioned to help major international brands in their global social advertising.

If you have a business that operates in numerous regions across the globe, this agency’s extensive reach and global collection of talent will serve you well.

With an international team, it’s easy to collaborate on social media campaigns that cross regions while maintaining both local knowledge and cultural sensitivities to ensure campaigns perform well and shine a positive light on each brand.

We Are Social has won numerous awards for its work, including Social Agency of the Year at the Campaign Asia-Pacific Awards. To date, they’ve worked with clients such as Adidas and Heineken.

Best for: Sports, technology, ecommerce, retail

Services offered:

• Media planning
• Paid media management
• Influencer marketing
• Video & photography
• Creative campaign & concept development

Clients:

• eBay
• EA Sports
• Under Armour
• Lego Masters

5. Huge

(Image: Huge Inc.)

Huge is a full-service digital marketing company focused on user experience, web design, and technology for enterprise companies.

It has a team of experts who work together to create social media advertising campaigns that feature stunning visuals paired with effective messaging. Its expertise runs through a range of topics such as Artificial Intelligence, and Data and Insights.

Huge has won several awards for its work, including recognition for website design from the Museum of the Moving Image. It should come as no surprise that such a successful agency has worked with elite clients such as HBO and American Express.

Best for: Tech companies, enterprise, ecommerce
Services offered:

• Commerce
• Design
• Brand strategy
• Artificial intelligence (AI) advisory
• Customer experience

Clients:

• Audi
• P&G
• Spotify
• PlayStation

6. Bright Age

(Image: BrightAge)

Bright Age is a digital marketing agency specializing in social media advertising, PPC, and SEO. It’s also particularly well known for its incredible B2C community management services.

If you’re looking to grow your online social media community, then this is the agency you need to consult.

Bright Age has extensive experience engaging with a variety of B2C audiences and can help your brand find its voice and create a community for your customers.

The team of experts is passionate about driving results for clients through data-driven strategies.

They also offer social media customer care and reputation management services to help clients develop and maintain a compelling, creative, and approachable social media presence that connects with their audience.

Best for: streaming services, hospitality, entertainment
Services offered:

• Social media marketing
• Content creation
• Copywriting
• Social media customer care
• Community management

Clients:

• Disney+
• ABC
• Doubletree

7. LYFE Marketing

(Image: Lyfe Marketing)

LYFE Marketing is a social media management agency with ample experience in local social media advertising, content creation, and community management.

This leading digital marketing agency provides exceptional local social media management services tailored specifically for small and medium-sized businesses (SMBs).

Lyfe’s team has a deep understanding of the unique challenges faced by SMBs and is committed to helping them thrive in the social media landscape.

In addition to all the impressive results Lyfe has achieved for clients, the agency has been recognized by Inc. Magazine as one of the fastest-growing private companies in America.

Best for: SMB, boosting social media engagement
Services offered:

• Social media marketing
• Social media advertising campaigns
• PPC management services
• Email marketing

Clients:

• Wingstop
• Hilton
• S. Carter Designs Custom Jewelry

8. Fresh Content Society

(Image: Fresh Content Society)

Fresh Content Society is a full-service digital marketing agency that specializes in helping direct-to-consumer (DTC) brands achieve their social media marketing goals.

With a profound understanding of the unique needs and challenges faced by DTC businesses, Fresh Content Society is dedicated to providing tailored solutions that drive brand growth and customer engagement.

This social media team brings together a range of expertise to create compelling social media advertising campaigns that deliver big results, such as a 20X return on ad spend in 90 days for one of their clients.

So it’s no wonder brands are lining up to partner with them, including clients such as Audi and KFC.

Best for: SMB, auto industry, hardware
Services offered:

• Social media audits
• Social media strategy
• Community management
• Analytics and reporting
• Paid media management

Clients:

• TravelCenters of America
• True Value
• Peak Auto

9. Ignite Social Media

(Image: Ignite Visibility)

Ignite Social Media is a leading social media marketing agency working with some of the most prominent brands in the world to help them manage and grow their social communities.

Its team excels in creating and implementing impactful social media strategies that drive brand awareness, engagement, and conversions.

Their exceptional work has earned them recognition in the industry, with notable awards such as The Drum Social Buzz Award and the Shorty Awards.

These accolades highlight Ignite Social Media’s dedication to innovation and excellence in social media marketing.

Best for: Brands that want to grow and engage their social media community.
Services offered:

• Social strategy
• Paid advertising
• Community management
• Influencer marketing
• Reporting and analytics
• Content development

Clients:

• Hallmark
• Glade
• Huggies

10. Social Media 55

(Image: Social Media 55)

Social Media 55 is a renowned social media agency that has worked with a diverse range of brands across various industries.
The agency offers a range of social media services and brings a wide range of highly specialized skills to the table.

The team at Social Media 55 possesses a deep understanding of each brand’s unique needs and leverages their expertise to deliver exceptional social media solutions.

Best for: Niche brands that prefer a la carte services.
Services offered:

• SEO
• Niche-specific marketing
• Branding and media
• Email marketing
• Pay per click
• Web development
• Social media management and advertising
• App development and marketing
• Influencer marketing
• And more

Clients:

• Just Toys International
• The Swiss Resilience Institute
• JIVAGO Brands LLC.

11. WebFX

(Image: WebFX)

WebFX is a full-service digital marketing agency known for its expertise in social media marketing for SMBs and local businesses.

They specialize in working with brands across various industries, ranging from small businesses to large enterprises.

WebFX social media services range from strategy development and content creation to community management and influencer marketing.

Their exceptional work has garnered industry recognition, with numerous awards to their name, including the Interactive Marketing Awards, Hermes Creative Awards, and US Search Awards.

Best for: SMBs and local brands are a good fit.
Services offered:

• SEO
• PPC management
• Social media advertising

Clients:

• Wrangler
• Hilton
• Sysco

What is a social media agency?

Social media advertising agencies can work with businesses of all sizes and industries to develop and execute social media campaigns that drive results. (Image: Unsplash)

A social media agency is a specialized marketing agency that helps businesses create and manage social media advertising campaigns.

These agencies have teams of marketing experts who specialize in different aspects of social media advertising, including:

• influencer marketing
• ad strategy
• content creation
• media buying
• data analysis

Some can also offer insights from experts about specific platforms, such as LinkedIn, Snapchat, Facebook, or TikTok.

Social media advertising agencies can work with businesses of all sizes and industries to develop and execute social media campaigns that drive results.

Some also specialize in certain sectors, such as ecommerce or law, and use their extensive knowledge in a refined area and of a unique audience to deliver impressive results for their clients.

What’s the difference between a full-stack agency and a social media agency?

We turned to social media expert Magnolia Deuell to help clarify the difference between these types of agencies.

“Full stack agencies offer brands a partnership that operates as an extension of their marketing team vs. another vendor you are adding to the payroll,” says Deuell.

“When a brand works with a specialized marketing agency that only has core competencies in one channel (i.e., social media), it is hard to have a cohesive strategy that seamlessly elevates all of your digital efforts.”

At HawkSEM, we leverage social media as a big piece to an even bigger puzzle.

How? We ask questions that evoke optimizations and strategies outside of the scope of social media. We believe that an omnichannel strategy is the key to digital marketing success.

The benefits of using a social media agency

A social media agency is an asset to many in-house teams.

An agency can take some of the tasks off of in-house teams’ plates and deliver measurable results with in-depth expertise and reporting.

This way, marketing managers and teams can focus their efforts on other channels like email marketing, content marketing, and search engine optimization (SEO).

A social media agency can give business owners peace of mind that their ads are in good hands, and there are also many other benefits to using social media advertising. Here are a few.

1. Tap into the expertise

Social media agencies have specialized marketing teams for different aspects of social media advertising such as Facebook advertising, community management, and social media management.

By working with a social media agency, you can tap directly into their know-how and leverage all their accumulated knowledge to create more effective ad campaigns.

2. Cost-effective

A social media agency will help you get more bang for your buck by optimizing your marketing campaigns for maximum ROI.

If you don’t have a specialist in-house, or they are simply stretched thin by the volume of work, you might find it hard to keep optimizing your campaigns and get the best return on your ad spend.

An agency can come in and help you target the right audience, create compelling ad creative, and run A/B testing to increase your brand awareness and make sure you get the most out of your budget.

3. Save time

Managing social media campaigns is time-consuming. Working with an agency frees up your time to focus on other important aspects of your business while the agency takes care of your social media advertising.

With so many years of experience under their belts, the staff at an agency will also typically be able to complete tasks faster than you would on your own.

4. Data-driven strategies

Agencies use data to drive their social media marketing strategies and optimize their campaigns.

Typically, agencies have access to multiple tools that collect and report on data in ways that make it fast for them to make decisions about changes to campaigns.

By taking a deep dive into metrics like conversion rates and engagement, they can find low-hanging fruit to help your campaigns improve.

It also helps inform decisions like whether or not you need landing pages, a retargeting campaign to increase new customers, or graphic design changes.

Data helps with all kinds of research and testing for social media ads. You can review the impacts of your campaigns based on age, behavior, geo-location, demand market, interests, and so much more. But this is a lot to go through. An agency will help you find the surface rather than drown in your sea of data.

5. Scalability

Social media agencies also give you the option to quickly scale your marketing efforts as your business grows.

Rather than recruiting and hiring to expand your teams, your workload increases, and you can simply scale your contract with your agency.

This also applies in the other direction, and if at some point you need to scale down (maybe because you have a seasonal business), you can easily do that too.

What is the best social media agency for my business?

While there are certainly a lot of benefits to using an agency (and far more than we listed above), unfortunately, not every agency was created equal and will deliver you all of those great advantages.

So, how can you find the right social media agency that will deliver on its promises and positively impact your business?

The answer depends on several factors, including your business goals, budget, and industry. Here are some things to consider when choosing a social media agency.

Find the right service

Different social media agencies offer different services. Some offer full-service digital marketing, while others specialize in social media ad management or influencer marketing.

Consider what social media services your business needs and choose an agency that can provide them.

You should also consider what social networks your business uses. For example, B2B businesses typically advertise on LinkedIn.

Companies focusing on lead generation tend to be on Facebook and Instagram, whereas ecommerce businesses might have more success on TikTok.

You want to find an agency that offers social media ad management for your channels and has enough experience to guide you on which channels your audience will spend the most time on.

Industry experience

Look for an agency that has experience working in your industry. They will better understand your target market and how to create effective social media advertising campaigns for your business.

Deuell says, “Brands should look for agencies that have previous experience within their vertical, as we know successful strategies on social greatly vary pending on the industry. What works for one industry may not work for another.”

This doesn’t mean that you necessarily need an agency that only has clients in your industry. Rather you want to ask about their previous experience and see some examples of previous clients who had similar audiences and case studies to see what the results were.

Awards or certifications

There are plenty of great agencies that have never won an award. However, if you are new to social media advertising and unsure what to search for, an award-winning agency can be a good place to start looking.

Consider agencies that have won awards or have industry certifications, such as being a Meta Industry Partner. Meta owns Facebook and Instagram, two major social channels, and a certified partnership demonstrates that the agency was vetted by Meta for its technical skills and services.

Look for partnerships that matter

Deuell says to look for partnerships that will help your brand.

“Businesses with premier partnerships with major platforms, like Meta, allow brands to work with agencies with proven and recognized experience within those platforms,” she says.

“These partnerships also allow brands additional benefits like Beta testing opportunities.”

Well-known clients

The more a social media advertising agency builds its reputation. The more big-name brands want to work with it.

Check to see if the agency has worked with well-known clients in your industry (or in general). This can be an indication that they have a track record of success and can deliver solid results for your business.

Communication & collaboration

Look for an agency that values communication and collaboration. You want to work with an agency that will listen to your needs, provide regular updates on your campaigns, and work collaboratively with your team to achieve your business goals.

There’s nothing worse than an account manager who doesn’t respond to your emails and applies a one-size-fits-all method to its ad strategy.

Your collaboration needs to be with an agency that will assign KPIs, track metrics, and report to you on your campaigns in a way that is tailored to your business rather than doing the same thing for all of their clients.

Social proof

Social proof, like reviews and testimonials, will help you get to know the agency from a client’s point of view. You’ll gain an understanding of what it’s like to work with an agency and what to look out for.

Looking at these factors can help you choose the best social media agency for your business. Don’t be afraid to ask for testimonials or case studies to better understand the agency’s experience and track record.

With the right social media agency, you can create and execute effective advertising campaigns that drive results and help your business grow.

Red flags to keep in mind

When interviewing an agency, steer clear from those who don’t present a full-funnel social strategy.

Anyone can give you great results while running campaigns that are reaching users who have previously been to your website or engaged with your profile (i.e., remarketing audiences).

The hard part is bringing users into your funnel and being the first touchpoint within the buyer journey.

That’s where a solid upper-to-mid-funnel strategy is crucial for long-term success and sustainable brand growth.

The post Top 11 Social Media Agencies to Boost Your Brand appeared first on HawkSEM.

Creating a Facebook Ads strategy is like building a roadmap for your ad campaigns. With a clear strategy, you can reach your digital marketing goals more reliably while keeping advertising costs in check and return on ad spend (ROAS) high.

In this article, we’ll cover everything you need to know about building a Facebook Ads strategy, including 21 proven ways to create better ads and a template for mapping out your own successful strategy.

Facebook Ads strategy: 21 proven tactics

1. Build a conversion funnel

Not every Facebook ad can or should target conversions. Instead, use Facebook’s campaign objectives to build a conversion funnel:

• Awareness to introduce your business to new prospects and increase brand awareness
• Traffic and Engagement to educate prospects and encourage them to consider your product or service
• Leads, App Promotion, and Sales to drive conversions and revenue

For example, ActiveCampaign runs ads for every stage of the funnel.

The ad below focuses on driving signups for the SaaS company.

(Image: Facebook Ads library)

2. Design ad schedules for your business

Facebook Ads automatically run around the clock. An always-on approach may make sense for a Facebook ad strategy for Shopify or other ecommerce sites.

But if your ads require a personal follow-up or an employee to answer the phone, then a 24/7 campaign probably isn’t the best use of your ad spend. Instead, set ad schedules.

You can set ad schedules at either the campaign or ad group level of Facebook Ads Manager, as long as you use a lifetime budget. Check the “Run Ads on a Schedule” box and select the times you want the ad to run.

Note that you can set a schedule based on your timezone or the user’s timezone.

If you’re basing the schedule on your company’s open hours or your team’s availability, make sure to choose the former.

3. Schedule your advertising budget

When you set a daily budget, your actual daily ad spend will be within a preset range. If you anticipate consistent demand throughout the campaign, the standard budget settings will work just fine.

But if you’re building a limited-time holiday offer (like a Black Friday campaign), you may want to allocate more budget during these high-demand times. Ads Manager’s budget scheduling feature can help.

Check the “Increase Your Budget During Specific Time Periods” box. Then set up to 50 different time periods when you expect high demand. For each time period, you can increase the budget by a percentage or set amount.

4. Capture attention and tell stories with video

Unlike paid search ads, Facebook Ads need strong creative content.

While both images and videos can capture attention, over 67% of marketers report that videos perform better for Facebook Ads. Why?

Well, videos:

• Share complex information in a more engaging way, making them ideal for educational content
• Capture attention and stop the scroll more easily, especially among audiences with autoplay enabled
• Hold attention longer, according to Databox. They also seed retargeting audiences, which we’ll cover below

For example, the Navi video ad above uses an animation to highlight how the marketplace works.

The video shows viewers how they can compare carrier costs, which may prompt them to click through and try for themselves.

5. Maximize reach with more placements

Placing video ads in the news feed can drive results throughout the funnel.

However, the best Facebook ad strategies maximize reach by optimizing ads for every available placement.

For example, the Away ad above uses a square ad to appeal to viewers scrolling through the news feed. The Away ad below uses a vertical short-form video to appeal to Facebook users viewing the Reels feed.

You don’t necessarily need to set up different ads to optimize creatives for multiple placements. Instead, create a single ad and adjust the media crop for each group of placements.

“The biggest challenge when running Facebook ad campaigns is producing enough net-new ad creative that fulfills the platform’s appetite,” shares Zach Murray, CEO of SaaS company Foreplay.

“Over the last few years, we have seen a higher frequency of creative burnout and generally a higher appetite for new creative.”

To overcome this, Murray says you need to evolve your media buying team to have stronger creative strategy skills continuously developing new insights, angles, and ad formats you can feed into your testing environment.

6. Use clear messaging and calls to action (CTAs)

Creatives typically capture attention in the News, Stories, or Reels feeds. But in most cases, the copy drives potential customers to take the next step. That’s why it’s so important to write copy that has:

• Concise messaging that’s easy to understand when scrolling quickly
• Clear CTAs that align with the next step your audience wants to take

For example, Pizza Hut uses concise ad copy with no more than 10 words. While it’s short, the copy in the ad on the left clearly conveys the offer. On the right, the creative clarifies the details.

Both use the “Get Offer” CTA to prompt customers to click or tap. This sales-focused CTA is ideal for a Facebook Ads strategy for real estate, restaurants, or retail stores.

“When crafting ads, I find it’s crucial to truly understand your ideal customers on a deep level,” shares Ryan Robinson, founder and CEO of Right Blogger.

“Beyond demographics, what are their motivations, pain points, and interests? The more tailored your messaging, creative assets, and targeting can be to different subgroups, the better results you’ll achieve.”

How can you gather this audience data?

“To source high-converting messaging angles, it’s best to extract them directly from customers,” explains Murray.

“The most efficient way is to collect reviews, customer service tickets, or comments on your currently running ads into a spreadsheet.”

From there, he says you can manually look through this content for problems, solutions, or transformations that are the most meaningful for your past customers and will overly resonate with future ones.

7. Personalize ad copy for every prospect

To get the best results, your ad copy should speak to your target customer. But even if you’re advertising to a niche audience, it isn’t always easy to speak to every individual prospect.

Ads Manager’s optimization tools can help. Rather than writing a single option for ad copy, write up to five for each eligible field (primary text, headline, and description).

Confirm that “Optimize Text Per Person” is enabled. Then opt-in to “Standard Enhancements.” These options allow Facebook to place your ad copy in any field and combine it in a way that’s most likely to appeal to each user.

8. Start conversations with customers

Getting prospects to watch your videos or visit your website is a great first step. But if your customers typically have questions or need to speak with an employee to book a service, you need a way to start conversations.

Ads Manager’s Leads objective lets advertisers create ads that spark conversations in Messenger. With this objective, you create a messaging template that walks prospects through questions and qualifies them as leads.

As the ad generates leads, your team can download prospect data. Then you can follow up with them to answer questions or complete the transaction, making it ideal for a B2C or B2B Facebook Ads strategy</a>.

For example, the East Tennessee Trimlights ad above prompts potential customers to send a message to get more information or a free estimate.

9. Experiment with interactive carousel ads

While video ads are a great option for many advertisers, they aren’t the only interactive ad type for the news feed. Carousels can also tell stories and prompt potential customers to swipe through.

Above, the Marimekko ad uses a carousel to showcase the brand’s end-of-season sale.

While the first carousel card uses an eye-catching graphic to highlight the sale, the rest of the cards feature shoppable product collections.

Although many types of businesses can benefit from this Facebook Ads strategy, ecommerce businesses are most likely to get maximum mileage out of carousels.

10. Run dynamic ecommerce ads

Speaking of ecommerce, the carousel ad format doesn’t have to be static. Any Facebook Ads strategy for ecommerce should leverage Meta’s catalog feature.

Attach a catalog to your ad set, and then insert product names dynamically. Facebook will automatically display the top-performing cards in your carousel first.

Above and below, Cozy Earth uses the carousel ad format to showcase the brand’s loungewear collection.

11. Retarget potential and existing customers

Even high-intent customers may not convert the first time they learn about your business or see your offer.

With Facebook retargeting ads, you can continue to deliver ads to engaged audiences to increase the chance that they’ll eventually convert.

This Facebook marketing technique can work for brick-and-mortar businesses, ecommerce companies, entrepreneurs, and everyone in between.

All your ad account needs is the Meta Pixel or Conversions API. Then you can track micro conversions and get your ads in front of the right audience.

To retarget engaged prospects, use Ads Manager’s custom audiences tool.

You build an audience with your own data sources — like your website or customer list. Or Meta sources — like video engagement or lead forms.

12. Create high-value lookalike audiences

Building retargeting audiences is a great way to lower your campaign’s cost per click (CPC). Yet, retargeting doesn’t work for every ad campaign.

To keep potential customers moving through your ad funnel, you need to continue to attract fresh audiences. When creating these top-of-funnel Facebook ads, targeting interests can help you reach new prospects.

But interest-based audiences aren’t your only targeting options for reaching new customers. With lookalike audiences, you can connect with prospects who are similar to your existing customers.

You can create lookalike audiences based on a range of different seed audiences — including people who like your Facebook page or who have bought from your business.

In Ads Manager, select the “Custom Audience With Customer Value” option to build a high-value audience.

13. Optimize ad landing pages

No matter your target audience or your Facebook ad format, make sure your ads link to relevant landing pages. Instead of linking to your homepage, use an optimized landing page that aligns with the ad’s messaging and creative.

Above, the Lululemon ad promotes holiday gifts for various recipients. Each carousel card links to a dedicated ecommerce landing page for gifts, with mini collections for different personas.

14. Combine paid social with content marketing

For high-ticket offers like coaching, software, or home services, buyer journeys can be long.

One of the best ways to guide these prospects through the funnel efficiently is by fusing your paid social and content marketing strategies.

(Image: Facebook Ads library)

Above, Stripe uses a native lead ad to promote a downloadable guide.

Since these forms are designed to qualify leads, this SaaS ad type can educate prospects and help B2B businesses build pipelines more effectively.

15. Share compelling social proof

While branded copy can certainly convert customers, social proof may work better. Awards, customer testimonials, and names of high-profile clients can all convince prospects to take the next step.

Above, the Calendly ad combines multiple types of social proof. With both a testimonial and awards, this ad is likely to stand out on the social media platform.

16. Partner with social media influencers

Getting influencers to speak for your brand checks two boxes. Influencers can help you beat the organic Facebook algorithm and get more visibility, which can boost your social media ROI.

And if you promote influencer posts (with permission), you can amplify your reach exponentially.

Above, Monos uses Ads Manager’s partnership ads tool to sponsor third-party content. Both ads feature influencers’ original Facebook posts and include unique promo codes to drive sales.

Pro tip: For those just getting started with influencer marketing or those with smaller budgets, we suggest exploring content creators. These creators can be found on platforms like Trend and can be hired to make exclusive content for you, called performance creative.

17. Engage prospects with a giveaway

Working with influencers can certainly pay off. Yet, this approach also tends to have a high up-front cost. Giveaways often work better for a low-budget Facebook Ads strategy, as the main cost is the contest prize.

But it’s important to ensure that the prize is large enough to make prospects want to enter. Above, the Oreo ads promote a sizable $5,000 giveaway.

18. Split test ads to find what works best

Even the most experienced ad strategists can’t always predict which ad creative will resonate best or which audience segment will respond most positively.

That’s why A/B testing is so important for Facebook ads.

Facebook Ads’ built-in A/B testing tool supports creative, audience, placement, or custom variables.

To get the most accurate results, compare two ad sets that are identical aside from the test variable. Give the test enough time to run (i.e., at least five days) and learn from the results.

19. Monitor results and optimize ads to increase ROAS

Even top-performing ads won’t continue to deliver top-tier results forever. That’s why it’s crucial to monitor Facebook ad metrics regularly and optimize campaigns based on the results.

With Facebook Ads charts, you can visualize results over time and spot negative trends before they become overly expensive. These built-in charts also report on top-performing demographics and platforms, which can help you maximize Facebook Ads ROI.

“One challenge is that the Facebook algorithm is always evolving, so strategies do need refreshing,” shares Robinson.

“You have to be willing to try new approaches to keep seeing growth over the long run. But with the right research, testing, and analytics-based optimization, Facebook Ads can absolutely deliver qualified customers at scale.”

20. Scale successful ads with automated rules

Make your most successful Facebook ad campaigns work even harder for your business. Scale successful Facebook ads vertically.

There’s no need to go through the step-by-step process manually. Instead, set up automated rules to scale top-performing campaigns on a schedule.

First, determine a threshold for scaling, such as a cost per result. Then decide how much to scale.

Facebook typically recommends increasing ad budgets by no more than 20% a week to maintain optimal performance.

“When done properly, Facebook Ads are a viable avenue to drive sales,” explains Sam Yadegar, CEO of HawkSEM.

“We take a tight and targeted approach when it comes to Facebook ads. We track all steps of the user journey, identify winning patterns of success, and scale with ROAS goals in mind.”

By integrating targeted B2B ads, HawkSEM was able to grow Wind River users by 39% and increase click-through rates (CTR) by almost 300%.

21. Leverage Facebook ads on other ad networks

Facebook Ads don’t always translate seamlessly to other ad networks.

However, the data you gather from Facebook Ads Manager can inform the creative’s messaging, offers, and audiences you use on other ad networks.

At HawkSEM, we use ConversionIQ to collect conversion data from Facebook Ads. Then we apply these insights to Google Ads, Amazon Ads, and even SEO to optimize campaigns across other marketing channels.

Why you need a Facebook Ads strategy

A Facebook advertising strategy is the key to creating high-performing ads and optimized campaigns. With a well-designed strategy, your social media marketing team can:

• Align ad campaigns with business and marketing goals
• Build funnels that guide prospects from awareness to conversion
• Attract new audiences and encourage existing customers to repurchase
• Create campaigns that get the results you want while keeping the cost per result as low as possible
• Leverage Facebook Ads success to convert customers on other ad networks

The takeaway

Developing an effective Facebook Ads strategy requires time for research, testing, and optimization.

Whether you need a Facebook ad strategy for jewelry, real estate, SaaS, or health services, our social media consultants are here to help.

Contact HawkSEM for a complimentary consultation and discover what your B2C or B2B business can achieve with Facebook advertising.

This article has been updated and was originally published in January 2024.

The post How to Create a Facebook Ads Strategy: 21 Pro Tips That Work appeared first on HawkSEM.

With an average cost per click (CPC) between $1 and $2, Instagram is one of the most affordable social media platforms to advertise on.

But there’s a catch. If your ads don’t resonate with your target audience, your CPC is likely to climb much higher.

Need some inspiration for improving your ad campaigns and see what’s working for other brands?

Cozy up and peruse this collection of Instagram video ad examples, carousel ads, and more — organized by industry — for some fresh ideas.

Best Instagram ads for ecommerce

1. Pacas

Goal: Sales

Why it works: Getting new customers to convert isn’t always easy. This Pacas ad targets new customers by offering 30% off first-time purchases.

Takeaway: You may have heard that benefits are more important than features. However, this ad successfully highlights key features that are likely to resonate with the company’s target audience.

2. Vivaia

Why it works: This Vivaia ad shows and tells. It lists several features and uses a scroll-stopping image to show exactly how well the brand’s shoes repel water.

Takeaway: Like the Pacas example above, this Vivaia ad focuses on features rather than benefits. It makes the most of limited space by embedding multiple images of features.

3. Bagnet

Goal: Sales

Why it works: This video ad by Bagnet is a highlight reel for use cases. It communicates value and versatility by showing prospects exactly where and how they can use the product.

Takeaway: Introducing a new type of product to a new audience? A simple video ad like this one works well for both Instagram Stories and reels.

4. PONY-O

Goal: Sales

Why it works: For ecommerce fashion brands like PONY-O, comparing the before and after can be incredibly effective. With this kind of visual, it’s easy to gauge the product’s impact in a split second.

Takeaway: While the video ad creative shows viewers how to use the product, the ad copy clarifies the value. The “25% off” and “limited time offer” callouts are ideal for prompting quick action.

5. Nadine West

Goal: Sales

Why it works: Comparing your product to the competition can be great for winning frustrated customers. This Nadine West ad positions the brand as an affordable alternative to competitor, Stitch Fix.

Takeaway: Along with highlighting the price difference, this ad also proactively tackles potential objections. The “zero obligation” callout helps reduce friction.

6. Full Focus

Goal: Sales

Why it works: Social proof works two ways: it inspires confidence by sharing success stories and creates fear of missing out (FOMO). This Full Focus ad uses two types of social proof — an award and the number of copies sold.

Takeaway: The ad’s creative and color scheme are relatively muted. Instead, the clever tagline — “No More Sunday Scaries” — does the heavy lifting.

7. Sheertex

Goal: Sales

Why it works: Sheertex is known for its scroll-stopping visuals. This video ad, which shows men testing the durability of the brand’s tights, is no different.

Takeaway: Like the best Instagram story ads, this one includes three stories. The first one grabs attention and gets viewers to watch, while the subsequent stories prompt viewers to tap and shop.

8. Hairbrella

Goal: Sales

Why it works: A great visual can often communicate a problem and its solution much faster than copy can. This shopping ad does just that, showing a winter hat effortlessly repelling water.

Takeaway: Since this video ad’s creative is so strong, it doesn’t need much copy. Instead, the ad’s voiceover shares the benefits from the customer’s point of view (POV).

9. Olive & June

Goal: Sales

Why it works: This Olive & June ad uses a first-person POV and a UGC (user-generated content) aesthetic to connect with customers instantly. The quote speaks directly to the brand’s target audience.

Takeaway: To encourage prospects to make the switch from salon manicures, this video ad also touches on several pain points. It mentions time savings, ease of use, and health and safety.

10. Bombas

Goal: Sales

Why it works: To look more like an organic Instagram post, this Bombas video ad uses a UGC aesthetic. With the video’s first-person POV, it looks like the narrator is sharing a find with the viewer.

Takeaway: UGC can build trust and drive sales, but real-life UGC from customers isn’t always necessary. Giving paid content a UGC aesthetic can make it appear more authentic and actionable.

11. Upstep

Goal: Sales

Why it works: Nearly 50% of consumers trust customer reviews as much as personal recommendations. This Upstep ad prominently features a customer quote and a five-star rating.

Takeaway: Sometimes it’s better to let customers speak for your brand. This ad features both a customer quote and eye-catching callouts like “free shipping” and “money-back guarantee.”

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12. Comfrt Clothing

Goal: Sales

Why it works: Advertisers have tons of options for featuring social proof. This Instagram reels ad by Comfrt Clothing is a reply to a happy customer, whose comment appears on an on-screen sticker.

Takeaway: While branded content can certainly drive sales, organic content often looks more authentic. This Reels ad looks like an organic post, which may increase views and conversions.

13. Kizik

Goal: Sales

Why it works: Don’t love lavender? Keep swiping. This Instagram carousel ad example includes 20 slides, allowing the brand to show several products in a single ad.

Takeaway: While this Kizik ad features relatively concise copy, it says a lot with few words. The first line — “Imaging putting on shoes with no hands” — draws in customers immediately.

Best Instagram ads for food and beverage

14. Beam

Goal: Sales

Why it works: The on-screen copy in this Beam video ad is clear and concise. In just a few words, it addresses the target audience’s problem and shares a key benefit: “wake up refreshed.”

Takeaway: The ad copy reinforces the creative and supplements the sales-focused language. “Our biggest sale EVER” is likely to convert customers who have been on the fence about purchasing.

15. Nuun Hydration

Goal: Sales

Why it works: This Nuun Hydration ad uses strategically placed emojis to call out key features of the brand’s tablets. It also uses a “limited time only” callout to create a sense of urgency.

Takeaway: Advertisers don’t necessarily have to include all essential information in the copy or creative. This ad has dynamic callouts, which Instagram automatically adds to the creative.

16. Kate Farms

Goal: Brand awareness

Why it works: Instagram Stories ads have to capture attention quickly. This ad by Kate Farms does so with a simple creative and a clear, easy-to-understand headline.

Takeaway: The ad efficiently communicates features in the subheading, using checkmarks to show that the ad literally checks several nutrition-related boxes.

17. Catalina Crunch

Goal: Brand awareness

Why it works: Numbers can be great for sharing information efficiently, but they aren’t always enough. This Catalina Crunch ad uses visual and numerical comparisons to clarify the brand’s value proposition.

Takeaway: This Reels ad reinforces the creative by adding a customer quote in the caption. Viewers don’t even have to tap to expand the caption to get the gist.

18. Oats Overnight

Goal: Sales

Why it works: Mint chocolate might not sound like a typical oatmeal flavor, but it can certainly grab attention. With 20 carousel cards, this collection ad by Oats Overnight features plenty of other options.

Takeaway: While the product packaging isn’t easy to read, the ad copy calls out key features. For example, “20g protein” is likely to speak to nutrition-focused customers.

19. The CrunchCup

Goal: Sales

Why it works: This story ad by The CrunchCup seamlessly fuses branded content with an organic aesthetic. By making the ad look like a reply to an organic post, it easily blends in with stories.

Takeaway: Because the original customer comment also features a positive review, the ad highlights social proof while still appearing organic.

20. Seed

Goal: Sales

Why it works: Why let one customer speak for your brand when you could feature several? This Seed ad includes several quotes, highlighting the most positive parts to make them more prominent.

Takeaway: This Reels ad appeals to a wide target audience by featuring a diverse customer base. Each frame shows a different user taking the brand’s supplements, which has the added effect of making them seem more accessible.

21. Complement

Goal: Sales

Why it works: Black Friday can be a tricky time of year to advertise, given the added competition. This ad solves the problem by highlighting a “Bigger Than Black Friday” sale.

Takeaway: By mentioning the scale of the sale and using copy like “this week only,” the ad successfully creates a sense of urgency that’s likely to drive action.

Top Instagram ads for wellness and fitness

22. Calm

Goal: Signups

Why it works: This Calm ad uses numbers and structured headlines to draw attention to key points. By calling out “50% off” and “5 days only,” the copy efficiently encourages action.

Takeaway: The Instagram Stories feed is filled with distractions. In contrast, this Calm ad is clear and simple, providing a much-needed respite while guiding prospects toward a solution.

23. Headspace

Goal: Signups

Why it works: This Headspace ad avoids creating a sense of urgency, FOMO, or anything that might lead to anxiety. Instead, the copy encourages prospects to slow down and take time for themselves.

Takeaway: Sometimes, simple is best. The creative features a branded graphic and a brief customer quote that’s likely to resonate with Headspace’s target audience.

24. BetterHelp

Goal: Signups

Why it works: This BetterHelp ad repurposes one of the brand’s X / Twitter posts. By using this popular format, it appears organic and fits seamlessly into the Instagram feed.

Takeaway: The most successful Instagram ads don’t have to be pushy or salesy. This ad uses compassion and connection to inspire trust and prompt action.

25. My-Happy Feet

Goal: Sales

Why it works: This video ad may seem simple, but it calls out multiple issues concisely. As a result, it efficiently shows potential customers how they can benefit from My-Happy Feet socks.

Takeaway: Copy that speaks your customers’ language can drive impressive results. This ad copy details a common problem, telling the target audience that the brand understands them — and knows how to help.

26. Bía Neuroscience

Goal: Sales

Why it works: Who doesn’t want to be the first in their friend group to try a new gadget? This ad highlights the product’s novelty (“world’s first”) and urges customers to preorder the product.

Takeaway: Advertising big-ticket items on Instagram isn’t always easy, but it’s definitely possible. This Bía Neuroscience ad layers on the features to show the product’s value and validate the price.

27. Sweet Dreams

Goal: Traffic

Why it works: This ad by Sweet Dreams tackles objections first by declaring, “No pills, just deep sleep.” It then drives home benefits like “Wake up fresh, not groggy.”

Takeaway: Both the creative and the copy use numbers to quantify the benefits. Copy like “Fall asleep in 15 min.” and “Guaranteed 7-9 hours” tell potential customers exactly what they’ll get.

28. Aeroski

Goal: Traffic

Why it works: “Fun” is the keyword in this Aeroski ad. It appears in the creative, copy, and call-to-action (CTA).

Takeaway: With over 800 likes and dozens of comments, this ad has tons of positive engagement, which inspires trust.

29. ŌURA

Goal: Sales

Why it works: “Put a smart ring on it” is a subtle yet effective spin on a classic line. This simple line easily grabs attention and inspires curiosity.

Takeaway: Clear copy often outperforms clever copy, but this ad does both effortlessly.

30. Apollo Neuro

Goal: Sales

Why it works: This Apollo Neuro ad answers a common customer question in the most organic way possible. It responds to a customer comment with a reel that highlights the product’s benefits.

Takeaway: The UGC aesthetic also makes the ad look like organic content, so it fits better in the stories feed.

31. Hug Sleep

Goal: Sales

Why it works: The ad’s headline (“Yeah, this is weird”) puts a positive spin on the brand’s response to feedback. By adding social proof to the creative, Hug Sleep reinforces its excellent ratings.

Takeaway: The dynamic callouts that appear at the top of the creative reinforce the brand’s features and benefits, creating an extra opportunity to connect with potential customers.

32. nodpod

Goal: Sales

Why it works: This ad uses a familiar format — an online search — to position the brand’s product as a solution for stress, anxiety, and poor sleep.

Takeaway: While the copy is great for stopping the scroll, the copy includes several key features and benefits that are likely to increase conversions.

33. Forme Science

Goal: Sales

Why it works: What better social proof than “Taylor used this posture-correcting bra to help prepare for her world tour?” Swift’s tour stamina has become the stuff of legends, so proof like this goes a long way toward driving sales.

Takeaway: In addition to name-dropping a mega-famous customer, Forme highlights their product’s posture-correcting capabilities in the caption, complete with relevant hashtags.

34. NeuroMD Medical Technologies

Goal: Traffic

Why it works: Customer quotes can be helpful for selling lower-priced items. For big-ticket items, expert quotes like the doctor’s statement in this Instagram ad tend to be more impactful.

Takeaway: From the social proof to the discounted price to the 60-day trial, this ad gives potential customers plenty of reasons to convert.

Top Instagram ads for household items

35. Haworth

Goal: Sales

Why it works: By placing the ad’s sale details against a minimalist monochromatic creative, the “20% off” callout easily stands out.

Takeaway: This Haworth ad also uses Instagram product tags, making the ad easy for customers to tap and shop.

36. Jackfruit

Goal: Sales

Why it works: This Jackfruit ad doubles down on the features. In each frame, it highlights aspects that are likely to resonate, such as “sustainably made” and “free from forever chemicals.”

Takeaway: To encourage the target audience to shop, the CTA button features an irresistible deal (“40% off”) that’s available just for today.

37. Inside Weather

Goal: Traffic

Why it works: Buying furniture can be a major investment. This ad addresses this common objection by highlighting Inside Weather’s free trial program.

Takeaway: This ad also uses Instagram product tags, allowing potential customers to browse the featured items before clicking through to learn about the program.

38. HeatTrak

Goal: Sales

Why it works: Copy like “limited time only” isn’t the only way to create a sense of urgency. This HeatTrak ad urges prospects to “get ahead of the winter storms” by preparing for snow and ice.

Takeaway: Getting prospects to envision how they’ll feel when they use your product can be great for driving sales. This ad does so by showing viewers how they’ll feel if they prepare for the season.

39. Bird Buddy

Goal: Sales

Why it works: Limited-time sales can drive sales, especially when the time frame is so narrow prospects have to act right away. This Bird Buddy uses this tactic by highlighting a 24-hour sale.

Takeaway: To make this limited-time deal irresistible, the creative also mentions the potential savings (“up to $90 off”).

40. Eight Sleep

Goal: Sales

Why it works: Between the “$150 off” savings and the “limited time” sense of urgency, this ad is virtually irresistible for anyone in the market for the product.

Takeaway: With its monochrome color palette, this ad is relatively understated — which is likely to capture attention in the fast-moving Reels feed.

41. Blissy

Goal: Sales

Why it works: This Blissy ad checks all the boxes. From savings to urgency to benefits, the ad features a long list of reasons potential customers should tap to shop.

Takeaway: The dynamic callouts in the CTA banner add an extra dimension to the ad, providing even more reasons to click and convert.

42. Casper

Goal: Sales

Why it works: This Casper ad marries two elements that are integral to the brand: style and functionality.

Takeaway: Feed ads tend to have a higher CTR than Stories, making this photo ad format a good choice for conversions.

43. Coop Sleep Goods

Goal: Sales

Why it works: Pillows and fun don’t usually appear in the same scenario. However, this Coop Sleep Goods ad gamifies the pillow purchase process with a quiz.

Takeaway: By claiming to find the “perfect pillow match,” this ad speaks to anyone who’s struggled to find a pillow that works for their sleep style.

44. DreamCloudSleep

Goal: Sales

Why it works: This DreamCloudSleep ad doubles down on social proof. The creative features UGC, while the creative highlights a customer testimonial.

Takeaway: This video ad is a great example of letting your customers speak for you and leveraging their positive experiences to drive more conversions.

45. Anker SOLIX

Goal: Sales

Why it works: How can you be certain that a product does what it says? This Anker SOLIX ad answers the question “Will it power a house?” by walking viewers through the process.

Takeaway: This Stories ad uses a customer POV to appear more relatable to the target audience.

46. SimpliSafe

Goal: Sales

Why it works: This SimpliSafe uses a dual approach to appeal to customers. It highlights a great deal in the creative and showcases an award and a freebie in the copy.

Takeaway: The ad copy also positions the product as the new way to manage home security by comparing it to outdated older systems.

Best Instagram ads for personal technology

47. Amazon Kindle

Goal: Sales

Why it works: This Amazon Kindle ad hints at a “discounted membership” for their ebook service, but leaves the exact amount a mystery. By inspiring curiosity, it may be more likely to get clicks.

Takeaway: With the CTA “see your best offer,” the creative also adds a personal touch to the ad.

48. LuminAID

Goal: Sales

Why it works: Who can resist a freebie? This time-sensitive LuminAID ad features a buy one, get one deal.

Takeaway: To help prospects envision using the product — and ultimately drive more sales — the ad copy also mentions several use cases.

49. Anker

Goal: Sales

Why it works: Why buy a charger that only works one way when you can purchase a more versatile gadget instead? This Anker ad shows multiple use cases to illustrate the product’s flexibility.

Takeaway: Although the copy is relatively concise, the ad does include basic specs and a USB-C graphic to confirm the types of devices this gadget can charge.

50. Therabody

Goal: Traffic

Why it works: This video ad juxtaposes the mess and inconvenience of the old ways athletes have historically applied heat or cold with the simplicity and convenience of the new method, Therabody.

Takeaway: The video also includes embedded windows with features and benefits to provide all the additional information potential customers need before making a purchase.

51. Loop Earplugs

Goal: Sales

Why it works: With a visual comparison, this Loop Earplugs ad immediately makes it clear how the product differs from standard earplugs.

Takeaway: Instead of including a long list of benefits, this ad focuses on sustainability throughout the copy and creative.

52. Best Buy

Goal: Sales

Why it works: Many carousel ads feature multiple products, but this Best Buy ad has a different take on the format. Each carousel card highlights a feature or benefit of the same product, the Chromebook Plus.

Takeaway: Each carousel card has product tags, making the ad incredibly easy (and tempting) to shop.

53. American Express

Goal: Applications

Why it works: There are tons of corporate credit card options out there. This American Express ad offers an incentive in the form of an annual statement credit to encourage more applications.

Takeaway: American Express excels at storytelling, and this ad is no exception. This story ad uses multiple frames to immerse the target audience in the experience of using this corporate card.

54. Soli Pillow

Goal: Sales

Why it works: This image may look unusual, but it’s great for stopping the scroll in the fast-paced Reels feed.

Takeaway: The creative and CTA provide just enough details about the product to spark curiosity and prompt clicks.

55. Remarkable

Goal: Traffic

Why it works: As a paid partnership between Remarkable and creator Renz Sadiwa, this ad features genuine UGC. It’s an unboxing video that gives viewers the experience of opening and using the product.

Takeaway: By partnering with content creators, Remarkable can create Instagram ads featuring high-quality UGC while connecting with the influencer’s audience at the same time.

56. Nerivio

Goal: Sales

Why it works: Social proof can take many forms. This Nerivio ad uses “viral on TikTok” to illustrate the product’s success.

Takeaway: This example doesn’t just lean on social proof. It also includes a complete product walkthrough to show viewers how it works.

57. Ocushield

Goal: Sales

Why it works: In a crowded category, social proof can make a big difference. This Ocushield ad highlights an award and several press mentions to make the product stand out from the competition.

Takeaway: The ad copy reinforces the social proof and clarifies the product’s benefits to increase clicks and conversions.

58. She’s Birdie

Goal: Sales

Why it works: Instead of quoting a customer, this Instagram feed ad features a quote from a Vice review. Since it’s an official source, this quote adds an extra dash of credibility.

Takeaway: The five-star rating above the Vice quote makes the product appear even more compelling and the ad even more click-worthy.

Best Instagram ads for SaaS

59. Shopify

Goal: Signups

Why it works: Many SaaS companies attract new customers with free trials. This Shopify ad bypasses the need for a trial by encouraging prospects to build a free ecommerce store.

Takeaway: The ad also features a Shopify partner (i.e., an experienced user of the product) to boost credibility.

60. Jasper AI

Goal: Traffic

Why it works: AI is an in-demand tool for marketers, but it can be unreliable. This Stories ad responds to this potential downside by claiming “Jasper AI guarantees 99% uptime.”

Takeaway: To illustrate what the software platform’s AI tools can do, the ad also features a short list of capabilities, encouraging users to click and learn more.

61. Funnel

Goal: Demos

Why it works: An average ad may just state that the platform is easy to use. This Funnel ad makes the platform’s usability relatable by stating, “You never have to write a single line of code.”

Takeaway: The ad copy reiterates the ease of use by stating that marketers can turn data into insights “with a couple of clicks.”

62. Leadpages

Goal: Free trials

Why it works: The outcome users can expect from Leadpages (“boost your leads in 30 minutes”) couldn’t be clearer.

Takeaway: This in-feed ad is designed to increase installs and signups by encouraging new users to sign up for a free trial. The free coaching calls mentioned in the copy are an added bonus.

63. Heap

Goal: Demos

Why it works: The headline (“Why will you love Heap?”) sets the stage right away, inviting prospects to envision how much they’ll enjoy using the software.

Takeaway: Demos aren’t always easy to schedule and can be frustrating for buyers. This ad encourages prospects to watch an on-demand demo to reduce friction in the buying process.

64. Scribe

Goal: Signups

Why it works: Product walkthroughs can be dull. This UGC-style video makes SaaS demos much more relatable, even more so by using a first-person POV.

Takeaway: This Scribe ad is strong from the start, calling out a popular wish (“never repeat yourself to your coworkers again”) to get viewers to watch.

65. Shopify Plus

Goal: Lead generation

Why it works: To spark interest, this Shopify Plus ad leads with a common problem for the SaaS platform’s target audience: “Is your checkout costing you sales?”

Takeaway: Downloading the whitepaper is a key step in the platform’s sales funnel. It provides value to potential customers and guides them closer to a subscription.

66. Aircall

Goal: Free trials

Why it works: Instead of listing every feature, this Aircall ad takes a much simpler approach. The creative boldly states, “Yes, we have that calling feature.”

Takeaway: The ad makes choosing call center software seem easy and offers a free trial to let customers experience the platform for themselves.

67. Dato CMS

Goal: Signups

Why it works: Debating between a free or paid subscription to Dato CMS? This ad compares the two plans side-by-side to make the choice easier.

Takeaway: By leading with the headline, “Everything you need,” the SaaS ad makes it clear that prospects don’t have to look elsewhere for content management.

68. ActiveCampaign

Goal: Free trials

Why it works: This ad compares ActiveCampaign to the competing email marketing platform Mailchimp. The side-by-side comparison is helpful for attracting price-conscious customers.

Takeaway: This Stories ad makes ActiveCampaign the obvious choice and uses a clear CTA (“access your free trial”) to drive conversions.

69. BambooHR

Goal: Lead generation

Why it works: To capture attention, this BambooHR ad calls out the nature of the lead magnet in the headline. However, the subheading (“Create better first days”) is arguably more impactful, as it invites prospects to envision the outcome.

Takeaway: This Story ad is one of the simplest examples on this list. Since the creative is so minimal, it relies completely on the headline and CTA to generate leads.

70. Stripe

Goal: Lead generation

Why it works: Most lead generation ads link to external landing pages. This Stripe ad reduces friction by using a native lead generation form that auto-fills the prospect’s contact information.

Takeaway: This single-image ad increases conversions by highlighting a common issue for the software platform’s target audience: navigating “growth in a slowdown.”

71. Hootsuite

Goal: Free trials

Why it works: SaaS ads tend to be serious, but this Hootsuite ad disrupts the norm by taking a more playful approach.

Takeaway: The copy boosts signups by calling out a solution to a common problem for social media managers: “Help your social team find harmony.”

72. Unbounce

Goal: Traffic

Why it works: Like Hootsuite, Unbounce also takes a humorous approach to SaaS ads. The headline, “Marketing budget tighter than a pair of yoga pants?” is designed to stop the scroll.

Takeaway: The ad copy reiterates a common theme for marketers (“do more with less”), showing prospects that the software platform is designed for their needs.

73. Zendesk

Goal: Demos

Why it works: This Zendesk ad makes the demo process as easy and as low-pressure as possible. The ad promises a “commitment-free demo” to encourage conversions.

Takeaway: This Reels ad uses dynamic callouts to reiterate key points, relying on Meta’s native technology to optimize these advertising elements.

74. Iterable

Goal: Demos

Why it works: Incentives are somewhat common for SaaS ads on LinkedIn, but they’re more unusual to see in Instagram or Facebook ads for B2B. This ad offers a $50 gift card for a demo.

Takeaway: To increase credibility, the ad also features the SaaS company’s G2 award.

75. SamCart

Goal: Free trials

Why it works: With a number like $100,00,000, this reels ad is sure to capture attention. By demonstrating what creators have achieved with the app, this number serves as yet another type of social proof.

Takeaway: The CTA, “Try SamCart free for a week,” makes free trial signups a slam dunk.

76. Descript

Goal: Signups

Why it works: This Descript ad features sponsored content by creator Shahbaz Sheikh, providing a walkthrough of the app’s top features from an entrepreneur’s POV.

Takeaway: By partnering with an influencer, Descript can share a real user’s perspective while promoting content that’s more likely to resonate with the app’s target audience.

77. Auvik

Goal: Lead generation

Why it works: Customer reviews and press mentions are great. But for SaaS companies, G2 awards can be even more impactful.

Takeaway: To boost credibility and attract more prospects to the sales funnel, this ad uses a G2 report as a lead magnet.

Top Instagram ads for professional services

78. Penji

Goal: Sales

Why it works: As a design marketplace, Penji has to showcase its design chops. It does this with a clean, clear design and a concise value proposition.

Takeaway: By featuring numbers prominently, this ad conveys essential information quickly, helping prospects make a purchase decision more efficiently.

79. Closets by Design

Goal: Sales

Why it works: Closets by Design’s main selling point is price, made crystal clear by this ad creative. The feed ad uses extra large numbers in bright colors to highlight the available savings.

Takeaway: To make the offer truly irresistible, the ad also mentions “free installation.” This extra is likely to address many potential customers’ objections and ultimately secure more sales.

80. MarketerHire

Goal: Traffic

Why it works: Using odd numbers can help ads stand out from the competition. This MarketerHire ad uses a number to quantify the value that its pool of experts can deliver.

Takeaway: Hiring professionals via marketplaces can be a tough sell for companies that want real people. This ad introduces one of MarketerHire’s experts, making the process more personal.

81. Moo

Goal: Sales

Why it works: One of the simplest ads on this list, this Moo ad is also one of the most eye-catching. Since the company is known for its beautifully designed business cards, high-quality creative is critical.

Takeaway: Together, the clever headline and the bold business cards make this a scroll-stopping Instagram Stories ad.

82. Owens Corning Roofing

Goal: Lead generation

Why it works: This Owens Corning Roofing ad puts a playful spin on the check engine light. The bright pink check roof light is likely to stop the scroll and capture homeowners’ attention.

Takeaway: This image ad is designed for a longer sales cycle. As a lead generation ad, it links to a valuable resource, which the brand can use to build a target audience for remarketing.

83. Noom

Goal: Traffic

Why it works: Weight loss isn’t usually a fun challenge, but this Noom ad gamifies the process. The ad prompts viewers to take a quick quiz to get the information they need to start their journey.

Takeaway: To capture interest, the creative also highlights a sample result. By showing prospects the concrete results that the product generates, the ad is more likely to drive traffic.

Best Instagram ads for education

84. University of Maryland Global Campus

Goal: Applications

Why it works: This Instagram feed ad uses a familiar organic format, placing a greenscreen with key information behind the speaker. In this case, it shows features of the school’s healthcare degree.

Takeaway: A UGC aesthetic can work for universities, as long as it speaks to the target audience. This ad makes the program accessible and builds trust by creating a connection with the speaker.

85. Dow Janes

Goal: Traffic

Why it works: This ad may be simple, but by calling out “free investing class,” the creative efficiently highlights the value proposition and grabs attention.

Takeaway: By adding “for women who don’t know where to start” in the creative and listing several questions in the copy, the ad makes it easy for prospects to self-identify with the target audience.

86. The Week Junior

Goal: Sales

Why it works: The ad’s headline inspires instant curiosity. While the ad doesn’t explicitly state the benefits of a magazine subscription, the creative hints at the wide range of knowledge in each issue.

Takeaway: Together, the copy and the creative highlight the savings and address objections, reducing friction for potential customers.

87. Yoto

Goal: Sales

Why it works: In this Instagram video ad, the creative features several use cases. Each shows kids using the edutainment product in different scenarios, while at home or traveling.

Takeaway: The ad copy works in tandem with the creative. It tackles several common objections (“No microphone. No camera. No ads.”) to make the parent’s purchase decision easier.

88. The Woobles

Goal: Sales

Why it works: The first-person POV gives this Instagram ad an organic feel and helps it fit right into the Reels feed. To make the product seem less challenging to learn, the video shows several first-person perspectives.

Takeaway: The caption features a quote from the New York Times (“virtually idiot-proof”), which effortlessly addresses an objection and lowers the barrier to entry.

Best Instagram ads for travel and events

89. Hotels.com

Goal: Followers

Why it works: One of the best Instagram ad examples for followers, this Hotels.com story shows an ideal vacation day. While the ad highlights tourist attractions, the main focus remains on the hotel stay.

Takeaway: The best Instagram ads to gain followers tell stories and make viewers interested in learning more about the brand. This ad does just that, focusing more on the story and less on sales.

90. Canyon Ranch

Goal: Traffic

Why it works: Canyon Ranch avoids overloading the creative or the copy with too much information. Instead, the brand uses a carousel format to showcase various retreat options.

Takeaway: In both the creative and the copy, this ad speaks directly to a tailored audience: people seeking valuable insights from fellow experts at highly curated events.

91. The MAKRS Society

Goal: Signups

Why it works: This local event Instagram ad efficiently shares all the key information the target audience needs to know (“45+ local vendors”), making it easy to decide whether to attend.

Takeaway: With geotargeted ads, you can reach Instagram users in specific regions to drive attendance at local events, without wasting ad spend on people outside your target area.

92. Priscilla

Goal: Ticket sales

Why it works: Critics’ opinions can make or break a moviegoer’s decision to watch a film. This ad for the movie Priscilla features a series of quotes from the press, which are likely to help sell tickets.

Takeaway: By combining critics’ opinions and key movie scenes, this ad successfully uses Instagram to capture interest and drive ticket sales.

93. Contentful

Goal: Signups

Why it works: An Instagram ad can work just as well for virtual events like the one above by Contentful. The creative concisely highlights key details for attendees, including the date and time.

Takeaway: The signup link leads to a landing page that features the same creative. This continuity is great for gaining trust and increasing conversions — in this case, signups.

The takeaway

For most brands, launching a winning social media marketing strategy is just the first step toward building a successful, holistic digital marketing strategy. To keep costs low while maintaining strong performance, it’s important to continue testing and iterating your best ads.

The experienced team at HawkSEM is here to help. Contact our Instagram ad experts for a free consultation and find out how we can optimize your paid social media strategy and scale your top-performing ads.

This post has been updated and was originally published in December 2023.

The post 93 Instagram Ad Examples to Inspire Your Next Campaign appeared first on HawkSEM.

Our social media marketing experts a few years ago: TikTok is basically the most underrated ad platform right now — super low CPMs and a lot of growth potential.

Our social media marketing experts today: TikTok is not just a place to drive awareness. It’s a hub for product discovery and purchase, community engagement, and audience growth. It’s a contender in the digital space and other platforms know it.

In the last few years, the TikTok social media video app has taken over the social media landscape. It’s also transformed the shopping industry as we know it.

Statista reports that TikTok’s 2024 ad revenue is projected to reach over $18 billion globally, with marketers “dedicating more time and dollars towards the app than ever.”

TikTok’s success lies in its highly sophisticated (and mysterious) algorithm. The more you use it, the better it becomes at understanding what kind of videos to serve you. The more you like or follow a certain type of content, the more of that type you’ll see.

With all the hype surrounding TikTok and its quickly evolving options for marketers, we tapped HawkSEM Social Lead Strategist Nicole Goodnough to help us make sense of it all and offer some pro tips for creating effective TikTok campaigns.

What are TikTok ads?

TikTok ads are video content on the app that is created, promoted, or sponsored by a particular brand or creator. Along with video campaigns, advertisers can also create Branded Effects ads.

These are customized, sponsored effects that can include elements like a call to action (CTA) or a unique video filter.

“In true TikTok fashion, advertising on the platform has grown exponentially over the past couple of years,” says Goodnough.

She adds that along with TikTok Shop, the platform’s in-app shopping feature, “lead gen forms can help capture leads for your business seamlessly.”

TikTok is expected to generate a whopping $23 billion in U.S. advertising revenue by the end of 2024, with projections of double that amount by 2027.

The data is clear: brands who leverage TikTok successfully have a good chance of seeing increased sales and a positive return on ad spend (ROAS).

Pro tip:  TikTok Analytics can help brands track the right metrics and use real-time data to help create custom audiences and future campaigns.

You want your videos to fit seamlessly into the viewer’s For You Page. (Image: Unsplash)

10 steps to creating successful TikTok ads:

1. Understand the TikTok ad platform
2. Identify your audience
3. Create and edit within the app
4. Start strong
5. Play off of trends
6. Focus on storytelling
7. Leverage audio
8. Conduct consistent testing
9. Keep your messaging direct
10. Keep iterating

1. Understand the TikTok ad platform

As TikTok continues to evolve, so too does the platform’s advertising options:

Types of ads

In-feed ads: This type of ad shows up in the same place and in the same way as organic content.

TopView ads: Videos that appear as soon as someone opens the app.

Branded Mission: In this format, you can boost top-performing videos as ads and source content from creators on TikTok.

Branded Effect: Users have the option to post a video using your branded video filter or effect.

Spark ads: These are similar to user-generated content, wherein a brand takes an existing video (of theirs or another creator’s) and turns it into an ad.

TikTok Promote: Boost content using TikTok’s built-in advertising tools to help improve audience engagement and sales.

Search ads: Appear in TikTok’s search results, reaching high-intent audiences at a critical moment in the buyer’s journey.

You’ll also want to familiarize yourself with their ad management platform. If you’re not already set up on TikTok (and you should be) here are the steps to start a TikTok ads manager account:

• Download the TikTok app and set up a business account
• Click around to get familiar with the TikTok Ads Manager
• When you’re ready to create an ad, choose your goal from 3 options: Awareness (reach), Consideration (traffic, interaction, lead gen, etc.), and Conversions
• Decide on your audience segment
• Determine your budget and campaign length
• Create your video ad content
• Submit your ad for review
• Monitor the results and iterate as necessary

Pro tip: TikTok has its own guide to six principles that’ll help you create ads that perform.

2. Identify your audience

If you think the youngins are the only audience on TikTok, think again.

In fact, Exploding Topics reports that the largest proportion of TikTok users in 2024 are between the ages of 25 and 34, with 55% of users being under 30.

Spend enough time on the app, and you’re bound to see a range of demographics.

Once you’ve zoomed in on your audience, you can start following and interacting with their content. This will surface more of that content type, giving you a window into what’s resonating most with this audience segment.

This will prove immensely helpful when you’re creating content yourself.

Goodnough adds that, as TikTok’s Gen Z user base ages, colleges and universities should take advantage of the massive pool of prospective students on the platform – for both undergrad and grad programs.

“Location tagging can also be a huge win for local businesses as TikTokers are leaning towards using the platform as a replacement for Google,” she explains.

Pro tip: Along with thinking about your audience, keep the funnel stage in mind. Is your goal more geared toward awareness, traffic, or conversions? This will also inform how you approach your brand’s videos.

3. Create and edit within the app

Next, you’ll want your videos to fit seamlessly into the viewer’s For You Page.

(This is the main section of the app where people scroll through algorithm-selected videos to find new accounts to view, interact with, and follow.)

One of the best ways to do that is by creating natively in TikTok.

“Highly polished videos or animated text graphics don’t work on this platform like they do on YouTube or LinkedIn,” says Goodnough.

So, rather than struggling to repurpose content you’ve used on other platforms, it’s generally a best practice to create your videos directly in-app. This will also make it easier to edit and post the content when it’s ready.

Videos created elsewhere may render poorly or not fill the specs properly.

Pro tip: HubSpot reports that the three best time frames to post on TikTok are 6-9 p.m., 3-6 p.m., and 12-3 p.m., in that order.

4. Start strong

The addictive nature of TikTok comes from the fact that you can endlessly scroll.

But while you can technically upload a video up to 10 minutes long, don’t be mistaken: you’ve got 1-2 seconds to make an impact.

You need to hook your audience fast to keep them from scrolling on by. If you don’t? Your video will get “deranked” by the algorithm, effectively sealing your campaign’s fate.

Through our team’s experience creating successful TikTok ads, we’ve seen that capitalizing off existing app trends (more on that below) and using trending sounds and audio clips are great ways to make those first seconds count.

5. Play off of trends

This may be hard for marketers to hear, but it’s nearly impossible to predict TikTok trends.

They come from out of nowhere (case in point: an audio clip from the Gilmore Girls TV show in 2001 becoming part of a meme in 2024) and fizzle out just as quickly.

But it’s also true that this is one of the best ways to get your ad seen by as many people as possible.

When playing off TikTok trends, your best bet is to jump on the bandwagon when the trend is still pretty new — that means you haven’t seen tons of other brands play off the same trend.

Trying to capitalize on a trend that’s losing steam will likely result in viewers having a kind of “trend fatigue” that causes them to see or hear the trend and keep scrolling.

“I think showing the human side of brands and businesses can be really successful,” adds Goodnough.

“Is a college president a great dancer? What about that head chef who is quippy and hilarious – could he make some great stitches? Try it out, get creative, and throw your brand guidelines out the window.”

Pro tip: There aren’t a ton of evergreen trends on the app. But one that’s proven to have some staying power is the #TikTokMadeMeBuyIt tag. If you’re an ecommerce brand in particular, this tag could be worth perusing for inspiration.

6. Focus on storytelling

Successful ads often have some sort of storytelling element to their content.

Whether it’s a “day in the life” type post (those tend to perform well), someone speaking directly into the camera, or something more, keep storytelling top of mind.

When you look at high-performing ads in TikTok’s ad library, it’s clear that videos telling a story using real people and real-life settings (vs. overly stylized or graphic-heavy videos) are the ones that see success.

Basically, aim to create good TikToks, don’t just run ads.

Pro tip: Don’t be afraid to break the proverbial fourth wall. Talking directly to the viewer, even asking them a question, has been shown to help people connect with what they’re watching. Explore existing templates and see which might work for your brand.

7. Leverage audio

While it’s common for people to use almost all other popular social media apps without sound, TikTok is decidedly a “sound on” environment.

Captions are helpful, especially for making your content as accessible as possible. But, as Social Media Today reports, “brands need to consider sound as a key part of their overall branding effort.”

TikTok offers an audio library with royalty-free music, citing a study that found TikTok was the only social media platform “where ads with audio generated significant lifts in both purchase intent and brand favorability.”

Brands can use this library to explore hundreds of thousands of recordings and filter by preferences such as:

• Region
• Usable placements
• Themes
• Mood
• Duration
• Genre

8. Conduct consistent testing

TikTok seems to know what we want to see before we do.

“Their algorithm is unmatched in the social space, so I always test their auto-targeting options against my own audiences I’ve built for my clients (based on interests or lookalikes), and TikTok’s algorithm performs better fairly often,” explains Goodnough.

Testing out goals (aka campaign objectives, which we’ll get into below) can help you with campaign optimization – and can also yield surprising results.

“One client recently created a TikTok account, and one of their goals was to grow their followers in addition to running brand awareness campaigns,” says Goodnough.

“We tested Video View campaigns and Reach campaigns, but they weren’t resulting in audience engagement and growth. So we switched to Community Engagement campaigns and saw a more than 13,000% increase in paid followers after 30 days.”

If you’re new to the platform, want to see if it’s right for you, or have a limited budget, you can start by publishing organic, free TikTok videos.

This way, you can test a few different strategies out and see what resonates. From there, you can use ad options to amplify your content. This is also a great way to grow your presence and following.

Pro tip: Don’t be afraid to have fun and try new things with your organic videos. A great example: The language learning site and app Duolingo gained a ton of visibility for posting funny, ridiculous videos that played on trends and featured a person donning the company’s mascot owl costume.

While it’s common for people to use almost all other popular social media apps without sound, TikTok is decidedly a “sound on” environment. (Image: Rawpixel)

9. Keep your messaging direct

From your caption to your calls to action (CTAs), less is more. With TikTok marketing copy, you want to be direct, concise, and appealing right out of the gate.

Plus, if you’re going for a goal other than brand awareness, you’ve got to have a strong enough message that’ll inspire viewers to navigate away from the app. If you’ve used the app, you know that’s no easy feat.

Pro tip: When creating TikTok ads, Search Engine Journal recommends best practices such as balancing promotion with entertainment, using partnerships to boost awareness, using a 9:16 video format, and having captions.

10. Keep iterating

As mentioned above when it comes to TikTok trends, it’s nearly impossible to predict what videos will hit their stride on the app.

Because of that, rather than throwing in the towel on a campaign that’s not getting views, it’s best to keep iterating.

Changing up the first few seconds, speeding up the video, or changing out the music could be just the tweak a video needs to start performing well.

So if you have a good feeling about what you’ve created? Keep fine-tuning it to see if performance improves as a result.

Pro tip: Use TikTok analytics to track which ad version resonates best with your audience by tracking metrics like views, comments, likes, and favorites.

TikTok ad objectives

TikTok ads let you select an “objective,” which is the goal you want your campaign to achieve. Here are your options:

• Awareness – These campaigns are all about growing your brand’s awareness and reach, getting you the maximum amount of impressions from your target audience.
• Consideration – This middle-of-the-funnel goal aims to grow your brand’s traffic, video views, and community interaction, aka getting more people onto your profile page.
• Conversion – These action-oriented campaigns are meant to encourage someone to complete a task, like app installs or purchase completion. Think: website conversions, lead generation, app promotion, and product sales.

You’ll likely continue to see more brands joining in and creating TikTok content. (Image: Unsplash)

How much do TikTok ads cost?

When it comes to TikTok ads, $1 is the average cost per click and $10 is the average CPM. Goodnough points out that a common misconception about advertising on TikTok is that it’s pricey.

In reality, CPMs (costs per mille aka 1,000 impressions) average out to be $10 on TikTok at the campaign level. By comparison, CPMs are around $7 on Meta (this is an average across all campaign types: reach, engagement, and conversion). TikTok has a minimum cap of $500 to be spent per campaign.

The average CPC (cost per click) is $1 on both TikTok and Meta ad platforms.

At the ad group level, daily budgets must be over $20, while lifetime budgets are calculated by multiplying the minimum daily budget and the number of scheduled days.

The rise of TikTok Shops

Since the rollout of TikTok Shop in the U.S., in-app action has been booming.

With social commerce continuing to grow in popularity, Influencer Marketing Hub reports that TikTok is outperforming its Meta competitors by a large margin.

In fact, TikTok Shop sold more than ⅔ of the total social shopping gross merchandise value (GMV) in February 2024.

While the vast majority of sales occur in Southeast Asia, TikTok Shop now has a hold in the U.S. market as well. Goodnough says, “TikTok creates a seamless shopping experience from discovery to research to purchase — hello, #TikTokMadeMeBuyIt.”

Creating TikTok ads: What not to do

Along with all her helpful expert insights, we wanted to get Goodnough’s thoughts about common pitfalls she’s seen advertisers fall for when it comes to TikTok – and how they can be avoided.

“What works on LinkedIn probably won’t work on TikTok – and vice versa,” she says. “When it comes to social advertising, you can’t just slap a ‘TikTok Strategy’ sticker on your LinkedIn or Meta strategy and expect it to work.”

Rather, she says each platform has its own purpose and strengths. Your TikTok strategy should plug into your holistic digital marketing strategy for your brand in its unique way, “not just replicate another platform’s strategy.”

The takeaway

When compared to other popular social platforms, TikTok’s current growth just can’t be beat. That’s why you’ll likely continue to see more brands joining in and creating TikTok content.

If you want to reach the right audience in a new, direct way, create fun organic content that shows off your brand’s personality, or simply keep up with the competition, TikTok is where you want to be.

This post has been updated and was originally published in March 2022.

The post TikTok Ads 101: Benefits, Best Practices + How to Create Campaigns appeared first on HawkSEM.

There are plenty of reasons to add paid social ads to your digital marketing strategy if you haven’t already.

As of 2024, Instagram has over 2 billion monthly active users, making it one of the largest social media platforms.

What’s more, approximately 60% of users say they discover new products on Instagram, underscoring its potential for brand awareness, visibility, and customer acquisition for small businesses and global brands alike.

Not only that, but Instagram boasts the highest engagement rate among major social media platforms, averaging 1.22% for feed posts and 2.24% for Stories. (In comparison, Facebook ads garner around 0.08%.)

In addition to being one of the more affordable digital ad types out there, they’re also a highly effective way to meet your audience where they often already are.

The success of your next paid social media marketing (SMM) campaign isn’t just about picking the right hashtag — it depends on factors like your ads themselves, your target audience, and how much you can invest in the process.

Below, digital marketing expert and HawkSEM Paid Media Manager Natalie Hughes lets us in on her top tips for creating Instagram campaigns — and what mistakes we should work to avoid.

These days, the average cost per click (CPC) on Instagram is between $0.40 and $0.70. (Image: Unsplash)

11 tips for successful Instagram ads:

1. Know the key ad types

Paid Instagram advertising goes well beyond single-image ads that appear in the user’s feed. To take full advantage of the opportunities, you need to know what’s available.

• Story ads: Ads appearing organically in between a user’s Instagram Story posts
• Image or photo ads: The standard in-feed ads
• Video ads: Videos that start playing automatically in the user’s feed
• Carousel ads: Ads consisting of several photos or videos for users to swipe through
• Collection ads: Ads allowing the user to buy the product directly from the platform instead of being led to an external website
• Shopping ads: Ads that take users to product description pages within the app
• Paid partnerships: Appear as “paid partnership with (brand name and tag)” in an influencer’s post
• Explore ads: Ads that appear when users click on a photo or video in the “Explore” section

Pro tip: Before diving into these #Insta marketing tips, make sure your company’s profile is an Instagram Business Account, not a personal Instagram account. A business profile offers insights into your audience, posts, and ads that help set your Instagram marketing efforts up for success. 

2. Set the right budget

Here are some of the IG ads cost metrics and pricing info you should know:

• Cost per Thousand Impressions (CPM) on Instagram typically ranges from $0.01 to $4.
• Cost per Click (CPC) averages between $0.40 and $0.70, according to the most recent data.
  • With a destination landing page URL, Instagram CPC reportedly ranges from $0.50 to $0.95.
• Cost per Action (CPA) tends to be lower on Instagram for conversions, as its visually-driven content encourages quicker decision-making from users.

The cost, however, depends on multiple factors and may go up to several dollars per click. An auction bidding system determines when your ads are posted in the place you want them most.

Similar to other ad platforms, you need to set the budget and submit a bid. During the auction, the app determines which ads are the most valuable and relevant for the users and selects a winning bid. It’s guided by factors such as:

• The bid size
• How likely the viewer is to take actions your bid is optimized for
• The perceived quality and relevance of the ad

The cost of your bid can also depend on:

• Demographics of your target audience — Especially if you’re building a custom audience targeting and trying to reach multiple demographics, it’s important to understand your targeting options and how each group is likely to engage with your ads, as it will vary.
• Timeframe of ad posting — When more users are on the social media platform, it will result in more competition (and higher bids) for ads to be shown to prospective customers. The CPC for ads can also fluctuate at different times of the year as brands readjust advertising strategies or with changing seasons.
• Type of ad and ad placements — With the varying types of Instagram ad types, it’s not surprising that your CPC is impacted by the type of placements you choose.

Pro tip: Creating lookalike audiences is a targeting tactic you can use for paid social ads on platforms like Instagram and LinkedIn. It allows you to target users with similar interests and online behaviors to deliver ads to – learn more about lookalike audiences here. 

(Image: Intuit Instagram video ad screenshot)

3. Prioritize video content

“A static ad strategy won’t cut it anymore,” says Hughes. Instead, she suggests marketers focus on creating dynamic video content, including user-generated content videos, or UGC (more on this below).

“Tools like Canva and Meta’s generative AI video advertising can help transform still images into engaging motion assets, making your ads more captivating,” she adds.

Pro tip: Instagram video ads have an average completion rate of 75%, indicating that users are more likely to watch these ads in full compared to static Instagram posts. With the platform shifting towards short-form content, Instagram ad formats like Reels and Stories can lead to higher brand recall and influence purchasing decisions, according to Hughes.

4. Split-test your ads

It’s hard to pinpoint the perfect Instagram ad design from scratch. What may have worked for other SMM channels could fail on this particular platform.

That’s why it’s best to split or A/B test several ad designs simultaneously to see which one gets the most clicks.

You could test and adjust elements like:

• Call-to-action (CTA) ad copy wording
• Image placement
• Video length
• Ad creative
• Colors
• Text and element positioning

Hughes suggests experimenting with diverse ad formats. Regularly run Instagram ads to A/B test different ad formats, such as carousel ad sets and Stories ads, to determine which resonates best with your audience.

To make sure your ads look appealing, you need to learn the parameters. (Image: Unsplash)

5. Cater your ads to the platform

Most Instagram viewers aren’t looking for highly polished, professional-looking ads. When you “stick” the ad into a user’s feed, you want it to look as organic as possible while they’re scrolling.

That’s why it’s a good idea to use real-life situations and backgrounds to promote your products.

The “hero” (buyer persona) in your ad should appear in a situation your target audience can relate to. Don’t worry about going out of your way to shoot an impeccable video if you don’t have the budget or bandwidth.

Rather, focus on making your ad look as close to what your buyers see in their daily feed as possible. Just make sure to keep the overall quality high (no pixelated or blurry imagery).

6. Learn the proper ad specs

Each Instagram ad type comes with certain size requirements. To make sure your ads look as appealing as possible, you’ve got to learn the parameters.

Technical requirements for Instagram Feed ads

Images: 

• Minimum width: 500 pixels
• Minimum aspect ratio: 400 x 500
• Maximum aspect ratio: 191 x 100
• Recommended ratio: 1 x 1

Videos: 

• Video length:  1 second to 1 hour
• Minimum width: 500 pixels
• Minimum resolution: 1,080 x 1,080 pixels
• Recommended ratio: 4:5

Carousel:

• Number of Carousel Cards: Minimum of 2, maximum of 10
• Maximum file size: video – 4GB, image – 30MB
• Video length: 1 second to 2 minutes
• Recommended ratio: 1:1

Technical requirements for Instagram Stories ads

Images: 

• Maximum file size: 30MB
• Minimum width: 500 pixels
• Recommended ratio: 9:16

Videos:

• Length of video: 1 second to 1 hour
• Minimum width: 500 pixels
• Recommended resolution: 1,080 x 1,080
• Recommended ratio: 9:16

Hughes says short video content, typically between 5 to 15 seconds, tends to perform best, with average viewer retention rates ranging from 15% to 30%.

This means brands have only 1 to 4 seconds to make a compelling impact, making the initial moments crucial for capturing attention.

Technical requirements for Instagram Explore ads

Images: 

• Minimum resolution: 1080 x 1080 pixels
• Minimum width: 500 pixels
• Recommended ratio: 9:16

Videos:

• Minimum resolution: 1080 x 1080 pixels
• Maximum file size: 4GB
• Video length: 1 second to 1 hour
• Recommended ratio: 4:5

When advertising in Instagram Explore, both your image and video ads will follow the same format as the Instagram Feed ads listed above. Instagram Explore ads are an excellent way to introduce your brand, products, or services to new users.

Explore is a section that shows content across the social media platform related to a person’s interest.

Therefore, having your ads show within the organic content in a person’s Explore section allows you to connect with your target audience.

If your image or video specs are wrong, the app will crop them according to its needs. This could inadvertently turn your perfectly-designed ad into something confusing, sloppy, and ineffective.

Instead, try to maximize the usage of the available space as much as you can and make use of every pixel allowed by the app.

Pro tip: Instagram’s design recommendations include using a .jpg or .png file, uploading the highest resolution image available, and keeping in mind that only two rows of text will automatically display.

7. Take full advantage of user-generated content

User-generated content (UGC) is a highly efficient Instagram marketing tool. In fact, 79% of people say UGC highly impacts their purchasing decisions.

This piece of content can turn into a priceless ad with word-of-mouth benefits.

You can get UGC by working with a content creator platform that can pair your brand with potential creators who will make custom content for you in exchange for products or services.

Alternatively, when your customers take photos and videos of themselves using or recommending your product, you can ask the creator for permission to repost this content on your page.

Pro tip: Leveraging partnership ads and user-generated content can significantly enhance a campaign, especially for brands that may have limitations in video production capabilities. Hughes says collaborating with content creators or encouraging customers to share their experiences creates authentic content that resonates well with audiences.

(Image: Industrious Instagram ad screenshot)

8. Understand your audience on the platform

Instagram is a dynamic environment, and tons of content is being posted every single day. That means that to continue grabbing attention, understanding your target audience is crucial.

“Create relatable content that resonates with them, as users are more likely to engage with ads that reflect their interests and experiences,” Hughes suggests.

She adds that Instagram enables brands to connect with their target audience by telling compelling brand stories through engaging content. The platform allows businesses to reach new potential customers and retarget Instagram users who have previously engaged with their content.

This capability allows brands to promote special offers and guides conversions through tailored messaging aimed at these engaged users.

Pro tip: Hughes says Instagram is particularly effective for reaching Gen Z (approximately ages 18-24) and Millennial audiences (approximately ages 25-34), with audience demographics showing a fairly balanced reach between men and women.

9. Foster a healthy organic strategy

“High-engagement organic posts can significantly boost your paid ads,” says Hughes.

She recommends using well-performing organic content to fill content gaps and enhance your overall ad strategy.

If you’re only posting advertising content, your page may be more likely to get buried in the algorithm or seen as not as authentic compared to competitors who post organic content along with paid ads.

10. Leverage Instagram Insights

A regular analysis is the pillar of your Instagram Ad campaign. Luckily, Facebook Ads Manager (aka Meta Ads, since Meta owns Facebook and Instagram) has several useful tools to help track your ad performance.

You can also monitor ad performance directly using Instagram Insights.

“Analyze data to identify successful trends, allowing you to streamline your content needs and enhance future campaigns,” Hughes says.

As a reminder, the increase or decrease in conversions isn’t always an indication of your campaign’s quality. By keeping track of a variety of metrics, you’ll know which ads deserve an extra budget and which tactics need to be dropped.

11. Consider Instagram Shops

“Set up your Instagram Shop effectively to streamline the shopping experience,” says Hughes.

“This can lead to better performance, as users often explore products on Instagram before visiting your website to learn more and purchase.”

She adds that, with over 130 million users tapping on Instagram shopping posts every month, brands that leverage shopping ads can significantly boost their conversion rates.

Integrating product tags in posts and Stories also enhances user experience and simplifies the purchasing process.

Pro tip: In addition to facilitating direct purchases, Instagram fosters a sense of community that helps brands build social credibility, according to Hughes. Brands can connect with their consumers and followers by engaging in comments, sharing UGC, and posting buyer stories to enhance brand loyalty and cultivate a deeper relationship with the audience.

8 Instagram ad mistakes to avoid

There will always be a certain amount of trial, error, and unknowns when it comes to campaigns, especially on paid social.

However, these are the common mistakes Hughes has seen, so you can avoid falling into the same traps.

1. Jumping on every trend

It can be tempting to dive into every trending challenge or meme, but this risks diluting your brand’s identity. Instead, assess whether a trend aligns with your values and resonates with your audience before jumping in.

Your time is likely better spent creating more evergreen content that speaks to your audience rather than chasing fleeting trends.

2. Creating overly promotional content

Ads that come off as too sales-driven can alienate users. Instead, aim to provide value through storytelling or educational content that feels organic and integrates smoothly into users’ feeds.

3. Ignoring audience engagement

Failing to interact with your audience means missing out on building a loyal community. Don’t forget to use Instagram features like polls, quizzes, and question stickers to encourage interaction and gather feedback from your followers.

4. Failing to optimize for mobile

Since Instagram is primarily accessed via mobile devices, ensure your ads are visually appealing and easily viewable on small screens. Use high-quality visuals and keep text readable to enhance user experience.

5. Overcomplicating messaging

Keep your messaging clear and concise. Avoid lengthy narratives and focus on key points using Instagram’s creative tools to emphasize important information without overwhelming the visuals.

6. Failing to monitor performance

Regularly analyze ad performance using Instagram Insights. Understanding what works and what doesn’t is essential for refining your strategies and improving results.

7. Using automatic placements without appropriate content

If your content doesn’t suit all placements, avoid using automatic placements, as this can waste ad spend. Always check how your visuals look across different placements to maintain quality.

8. Being inauthentic

If you’ve defined your brand well, then you know your core values, voice, and tenets. As such, followers can usually tell when you stray from these values. While artistic borrowing is always part of advertising and creating, straight copying or doing something off-brand is usually ineffective.

The takeaway

To build a successful Instagram Ad campaign, you need to learn all the little nuances and take advantage of the majority of available options.

As a social media channel, Instagram offers tremendous conversion opportunities. Take advantage of these practices and you could turn a scroll into a sale.

Looking for more social media marketing advice? You’ve come to the right place.

This article has been updated and was originally published in May 2020.

The post 11 Proven Tips for Successful Instagram Ads appeared first on HawkSEM.

Scaling Facebook ads can be intimidating, even if you’re not a beginner.

A lot of factors are involved, making it harder to decide the best methods to scale your campaigns without burning through your budget.

So what do you do when you’re stuck in the Facebook ad scaling process?

Talk to the pros.

We interviewed PPC experts who managed Facebook campaigns across industries to get their advanced insights on how and when to scale Facebook ads. Let’s get started.

5 strategies to scale Facebook ads

So you’ve got a well-performing Facebook ad set based on the KPIs you set at the beginning of the campaign. You’re generating results at a cost that makes sense to your business, and now you want to scale.

But how?

Let’s dive into 5 PPC expert-approved Facebook ad scaling strategies you can use to get even better results.

1. Increase Facebook ad campaign budget
2. Optimize successful ad campaigns
3. Test video ads
4. Expand lookalike audiences
5. Build a sales funnel

1. Increase Facebook ad campaign budget

An effective and simple way to scale Facebook ads is to increase ad budget (aka vertical scaling). Increasing ad spend allows you to reach more of your Facebook target audience, possibly leading to more conversions.

But before implementing a budget increase across all your new ad sets, let’s discuss how to increase the Facebook ad campaign budget without sacrificing campaign performance or return on ad spend (ROAS).

Identify campaign budget optimization during the learning phase

First, you must go through the learning phase.

The learning phase is when Facebook’s algorithm uses a portion of your ad budget to determine the best audience for your ad. This ends after Facebook delivers 50 optimization events, typically taking about a week.

There’s no way to avoid the learning phase, so give Facebook a sufficient budget to learn what it needs to know to optimize your existing campaign.

Arham Khan, co-founder of Pixated, suggests identifying sufficient daily ad spend for the learning phase by multiplying the average cost per purchase (CPP) by 50 and then dividing this by the conversion window.

So with a CPP of $20 and a conversion window of 7 days, we get a daily budget of $143.

($20 x 50) / 7 = ~143

By setting the daily budget at $143, you’re allowing Facebook to complete the learning phase and reach a fully optimized audience in just one week.

“It’s also worth noting that ad performance is inconsistent during the learning phase,” Khan says.

“The key is to ride it out and not change your campaign during this time. Even a tiny tweak can reset the learning phase process and invalidate its results.”

Increase ad spend slowly

If you make significant edits to your campaign, ad set, or ad, this will trigger the learning phase to start over. So to avoid this, increase your Facebook ad budget slowly and strategically.

Aim to increase the budget by 20% once a week. That means if you’re currently spending $20 a day, you can increase the daily budget to $24 the first week, $28.80 the next week, $34.56 the next week, and so on.

Save time using custom rules

Don’t want to manually adjust your ad budget every day? Set budgets automatically by creating a custom rule.

We recommend setting the guidelines to increase your daily budget by 20%. For frequency, choose Once Weekly, and apply it at the ad set level.

Create conditions to make sure you’re only scaling the right ad sets. For example, you can create a condition to only scale ad sets with a CPP of less than $10.

Split-test your budget

Another way to optimize your Facebook ad campaign budget is by split-testing. Khan suggests “setting up a large upfront budget at the campaign level, then letting audiences loose to ‘compete’ for it.”

The Facebook algorithm will quickly determine which ad set performs best and allocate most of the budget to that ad set.

“Split-testing enables you to scale your daily budget without wasting money on an underperforming audience,” adds Kahn.

Set a dynamic frequency cap

Riva Jeane May Caburog, PR/Media Coordinator at Nadrich & Cohen, suggests implementing a dynamic frequency cap strategy to increase ad budget.

Instead of a fixed cap, you’ll adjust the budget cap based on the sales funnel and engagement level.

“For instance, you can limit initial exposures to a low frequency to prevent ad fatigue among new prospects,” Caburog says.

“As users progress, incrementally increase the cap to ensure they receive more relevant messaging without feeling overwhelmed.”

Caburog also suggests raising the frequency cap of those who clicked but didn’t convert so you can retarget them. And you should lower the cap for those who already converted to avoid unnecessary ad exposure.

“This dynamic strategy maintains ad freshness and maximizes your budget efficiency. It also prioritizes spend on users showing higher intent and minimizes waste on those who’ve already taken action,” Caburog adds.

2. Optimize successful ad campaigns

After finding a winning ad set, it’s time to optimize it for the best results.

Find your best-performing Meta ads and run tests to determine what would drive better results. Then, run Facebook ads with your optimizations implemented.

Test, optimize, and scale

Magee Clegg, CEO and founder of Cleartail Marketing, takes a three-part approach by testing, optimizing, and scaling to get the best results for clients.

During the optimization phase, Clegg takes data from testing to determine where to start with optimization.

For one specific client, this involved “refining the ad copy and visuals, adjusting the targeting parameters to focus more on the audience segments that showed the highest engagement, and improving the calls-to-action to drive more conversions.”

Once his team was confident about the high-performing ads, they gradually increased ad spend and monitored campaign performance, constantly testing new ad variations and fine-tuning the audience targeting.

The results?

“The campaign resulted in a significant increase in the number of inbound calls for the client. Over a period of three months, we observed a 25% growth in calls, which directly translated to a substantial increase in revenue.”

When A/B testing your new campaign creative, remember to just test one element at a time.

For example, if you’re an ecommerce brand, you might try testing out different CTAs like “add to cart” or “buy now” to see which performs better.

But when you change more than one element during an A/B test, then you won’t know which of the elements contributed to the ad’s performance.

Don’t forget to optimize landing pages too

Your ads aren’t the only factor that impacts conversions. If you want to get better results from your high-performing ad sets, take time to review and optimize your landing pages.

David Godlewski, CEO of global cloud communications company Intelliverse, suggests implementing A/B testing to identify the landing page elements that convert best.

He suggests using heatmaps and analytics tools to pinpoint where users drop off the page. Then, refind the user journey according to your findings.

Here’s an example of an eye-tracking heatmap that shows which areas of the page get the most attention and are actually seen by the visitor:

Use heatmaps to optimize your ad landing pages for conversions. (Image: Hotjar)

“Increasing your ad budget without optimizing landing pages is like pouring water into a leaky bucket,” Godlewski says.

“You need to master optimization to preserve ROI and ensure the additional budget yields better results. Doing so creates synergy between ad spend and landing page performance, which drives more value from your Facebook ad campaign.”

Duplicate successful ads

In addition to optimizing existing ads, you can also manually duplicate your most successful ads and serve them to a new audience, or a larger audience.

This form of horizontal scaling allows you to create additional ad sets with a higher budget, increasing conversion opportunities.

You can even create a custom rule that’ll notify you when an ad meets certain conditions identifying it as an ad you may want to duplicate. For example, if your ad reaches a certain amount of impressions, purchases, CPP, or another one of your KPIs.

3. Test video ads

Facebook users consume millions of hours daily on the platform. In fact, Meta founder Mark Zuckerberg says that video accounts for almost half of all time spent on Facebook.

So, it stands to reason that many businesses can produce better Facebook advertising results if they incorporate video ads into their social media ads strategy.

Put a familiar face in the video

Getting compelling video ad content from your brand or client may be challenging. However, sometimes a familiar face is all it takes to stop the scroll and get people to engage with your video ad.

Fractional CMO and Facebook ads expert for small businesses, Stacy Reed was helping a client scale her growth with Facebook ads. During that time, she tested different video ads with and without the founder of the business speaking.

Reed discovered that the videos with the founder performed better than those without.

“We found that her audience wanted to see and hear from her,” she says, “so we also applied that learning to her organic digital marketing strategy.”

Don’t rely too heavily on audio

Did you know as many as 85% of Facebook users watch videos without sound?

If you want people to engage with your video ads, create compelling videos that are consumable with or without sound. One option is to incorporate captions into your video ad content.

Use captions in your video ads to ensure people understand the content without sound. (Image: Adobe stock)

Keep the captions short and sweet. And make sure they help the user understand the value of what’s happening in the ad.

Get to the point

The Facebook feed environment is fast-paced, so get to the point quickly in your video ad to increase click-through.

That way, you can reach people with your ad even if they don’t watch it all the way through.

Nielsen and Facebook did a study to see how brand lift was impacted by the length of time a person watches a video ad on Facebook.

The results showed that from the moment someone viewed a video ad, there was brand lift across ad recall, brand awareness, and purchase consideration.

That means the ad still impacted the people who never watched the video but did see the impression.

The video ad creative still had an impact on those who watched less than 10 seconds of the video. (Image: Facebook business)

As you probably expected, the lift increased the longer people watched the video. Those who watched under 3 seconds of the video ad created up to 47% of the total campaign value.

While those who watched fewer than 10 seconds created up to 74%, depending on the metric.

Your video ad can pack a punch even if someone watches less than 10 seconds of the ad. So ensure it’s compelling from the very first second.

4. Expand lookalike audiences

When you expand your custom audiences or detailed targeting audiences to their limit, it’s time to create lookalike audiences.

Lookalike audiences help you bring in new customers based on your best customers.

Find your best-performing audience segments

To build a lookalike audience, identify your best-performing audience segments and use them as your source. Often, this will be a list of your best clients or hottest leads.

Sarah Jeffries, Managing Director for First Aid Course Leicester, created a lookalike audience based on her past and current students to bring in more qualified leads for her first aid courses and trainings.

“By utilizing lookalike audiences, we were able to effectively target potential customers who share similarities with our current satisfied customers,” says Jeffries.

“This strategic approach allows us to reach individuals who are more inclined to convert, resulting in a higher return on investment for our efforts.”

Source audiences should contain at least 100 people from the same country. For best results, choose a source audience of 1,000 to 5,000 people, as long as it’s a high-quality source.

At HawkSEM, we use our proprietary software, ConversionIQ, to find the best-performing audience segments for our PPC clients.

This tool identifies keywords that high-converting audiences use to help us optimize ads to attract more of the people who are likely to become leads or buyers.

Pro tip: You can set up a lookalike audience directly on Meta’s ad platform.

Start small

Start small with your lookalike audience, setting your audience size anywhere from 1 to 10%. The smaller the percentage, the more similar your lookalike audience will be to your source audience.

Facebook Ads Manager will let you create up to 6 lookalike audiences from your source. This allows you to test different lookalike audience sizes and similarity levels to find the winning ad segment.

5. Build a sales funnel

As you scale Facebook ads, you’ll find there are ways to expand your Facebook advertising funnel. Not just using Facebook ads for sales conversions, but using them throughout the customer journey.

Use Facebook ads higher up in the funnel

Beginners might focus on using Facebook ads just to drive revenue. But experts incorporate Facebook ads all throughout the marketing funnel.

Facebook ads expert, Stacy Reed, used this approach when a client came to her with an email list the client had grown organically with subscribers that weren’t always in her target market.

To make sure the client was attracting her ideal audience of tech professionals, they created a free video series that educated that audience on Web 3 and how they would benefit from being a part of a community of techies that shared the same values.

Using Facebook ads higher up in the funnel allowed Stacy to help her client warm up people who were actually in her target audience.

Test the funnel

“We did a fair share of testing to determine the best messaging and funnel to drive traffic to,” Reed says. “We also experimented with audiences in the U.S., Canada, U.K., and specific African countries, which led to a low cost per lead ($0.78).”

Reed’s budgeting strategy was to start low and scale up once they found the high-performing ads.

She started with a $10-15 daily budget to determine which audiences and creatives produced the best results. Then, she scaled up gradually to maintain efficiency.

“A lot of brands want to dump all their money into one campaign to judge the effectiveness of ads, but they really do take testing to find the sweet spot.”

Overall, Reed increased her client’s email list by 62% in 4 months using a marketing funnel and targeted low-production video ads that appealed to her client’s target audience.

When to scale Facebook ads

To scale Facebook ads or not to scale?

While that might not have been Shakespeare’s question, it is a compelling one for Facebook ad managers and marketers. So let’s talk about how to know it’s time to scale Facebook ads.

You’re tracking every aspect of your Facebook ad campaigns

To scale efficiently and effectively, ensure you’re tracking the results of your Facebook ad campaigns.

And not just measuring lead generation. Get into the nitty gritty, such as which ad placements are bringing in the most sales and what time they’re converting.

If you’re tracking all the different ad touchpoints and analyzing the data, then you’re in the best position to scale profitably.

At HawkSEM, we handle tracking every aspect of your PPC campaigns. To learn more, check out our PPC management services.

ROAS and CPA are stable or improving

At HawkSEM, we keep campaign performance top of mind when scaling campaigns. There are certain factors we look at and set prior to scaling, such as ROAS, cost per acquisition (CPA), and customer lifetime value (LTV).

When we have a campaign that’s meeting our goals for these metrics, we consider it high-performing. And we’ll continue to watch these KPIs to ensure profitability as we scale.

Lisa Richards, digital marketing specialist and creator of the Candida Diet, agrees: “Profitability is the ultimate factor I consider when evaluating a campaign.

If I see a healthy return on investment and anticipate that scaling will lead to higher profits, I proceed with caution.”

But if you notice inconsistent campaign performance, a fluctuating conversion rate, or a high CPA, you should probably optimize your Facebook ads before scaling.

Your ads have great engagement rates

Engagement metrics like click-through rate (CTR) and post-engagement rates can also determine if it’s time to scale. These rates show how interested (or not) your audience is in your ad content.

“Engagement is key, so actively monitor your ad performance,” suggests Leona Everly, marketing consultant and editor-in-chief at Crosswords Weekly.

“Keep an eye on click-through rates, engagement rates, and conversion rates. If you notice certain ads are performing exceptionally well, allocate more budget to them and pause or optimize the underperforming ones.”

On the other hand, when engagement rates start to decrease as frequency increases, this can be a sign of ad fatigue.

This is a great time to refresh your ad creative to see if results improve. (Check out these great Facebook ad examples for creative ideas!)

“Also, if you’re noticing a growing number of negative comments, feedback, or complaints, it’s a clear indication that your audience is not responding positively to your ads,” Richards adds.

“It’s crucial to address these concerns and make necessary improvements before expanding your reach.”

The takeaway

Scaling Facebook ads can be a complex process. If you scale too quickly or early in the process, you might waste a lot of time and money.

But when you’re strategic about scaling, you can do it in a way that’s efficient and profitable, getting amazing results for your business.

Once met with the complexities and challenges of scaling social media ads and Google ads, a lot of marketers choose to partner with a PPC agency that has experience getting results for their clients.

HawkSEM would love to be the paid social agency to scale your PPC ads for even better results.

Book a free consultation with our Facebook ads experts to see if we’re the right agency for you.

This post has been updated and was originally published in November 2023.

The post How to Scale Facebook Ads (Expert Strategies + Tips) appeared first on HawkSEM.

PPC analytics reports offer a bird’s eye view of your pay-per-click campaigns: from how many people clicked on your ads to whether those clicks led to sales.

Without proper goals and reporting in place, your return on investment (ROI) is unlikely to inch upward.

But with established goals and regular reporting, advertisers can narrow in on optimizations that make the biggest impact.

In this guide, we’ll cover how to determine your goals, which metrics are important to track, and how to build a custom report that covers all your bases with help from a panel of PPC experts.

What are PPC analytics reports?

PPC analytics reports are detailed summaries of how your online ads are performing based on important performance metrics.

You can access real-time reporting data from your advertising platform’s dashboard or use third-party analytics tools like Semrush.

Proper reporting provides actionable insights for campaign optimization as well as the build-out of future campaigns.

Before you get started: Define your goals

There are a lot of metrics you can track with PPC reporting, which can lead to data overload or analysis paralysis. That’s why it’s important to identify your campaign goals first.

Not sure which key performance indicators (KPIs) matter most to you? Here are some common goals to consider:

• Increase traffic. If this is your goal, you’ll want to focus on click-through rate (CTR). Keep an eye on ad copy performance and targeting options.
• Increase sales or leads. Conversion rate is going to be a key metric for you to track. Focus on the keywords that are converting best and monitor negative keywords. Optimize your landing pages for the best results.
• Raise brand awareness. If your goal is to improve brand visibility, you’re likely focusing on display ads and remarketing. For display ads, you’ll track which sites are performing best, and for remarketing ads, you’ll look at conversion rates.

But no matter your business goals, there are key metrics every business should monitor in their PPC reports.

(Image: Pexels)

What to include in your report: 10 key metrics

“Analytics are a key factor in the ongoing success of a PPC campaign,” says Sam Yadegar, CEO of HawkSEM. “And surprisingly, most companies are not doing it right.”

“Simply tracking conversions from a campaign or channel level will not provide the necessary details on what needs to be done to grow conversions and scale profitably.”

So what metrics should you be tracking to understand your PPC performance and identify ways to improve? Here are the top 10:

1. Quality Score
2. Cost per click (CPC)
3. Click-through rate (CTR)
4. Conversion rate
5. Cost per acquisition (CPA)
6. Return on ad spend (ROAS)
7. Impressions
8. Average position
9. Bounce rate
10. Attribution tracking

1. Quality score

Quality Score is a rating based on the quality and relevance of your keywords and PPC ads. This score helps determine your cost per click and ad rank on both Google Ads and Microsoft Ads.

This score is determined based on your click-through rate, keyword relevance in each ad group, landing page experience, ad text relevance, and historical ad account performance — although it’s not clear how much each factor weighs in determining your quality score.

Why you should care about Quality Score: A low Quality Score indicates that there are issues with your ads, keywords, or your landing page and they should be optimized to avoid wasted ad spend.

2. Cost per click (CPC)

Cost per click refers to the amount of money it costs each time a user clicks on your ad. Higher-value keywords have more competition and naturally cost more per click.

A good CPC will depend on how much you make from each conversion. But in general, the lower your CPC is, the better. If the cost per click is high but so is the conversion rate, you’ll still get a favorable ROI.

Why you should care about CPC: This metric tells you if you’re paying too much for leads compared to revenue. CPC can identify areas where you’re wasting ad spend.

3. Click-through rate (CTR)

Click-through rate measures the number of clicks your ad receives per 100 ad impressions. Basically, it allows you to see the percentage of people who click on your ads after seeing them.

A strong CTR suggests that your ad is well-received by your target audience. If you have a low CTR, this could indicate that you need to improve ad copy, adjust your targeting, or work on improving your overall PPC strategy.

Why you should care about CTR: Click-through rate lets you know if your ad is meeting the intent of the search query. CTR also helps you improve your quality score, which can lower your CPC, allowing you to get more from your ad spend.

4. Conversion rate

Conversion rate is the percentage of customers who convert after clicking on your ad. Conversions don’t always equate to sales.

For instance, if your ad is leading the user to download an ebook, then the percentage of downloads would be the conversion rate.

A number of factors go into achieving a high conversion rate, including:

• Compelling PPC ad copy
• Optimized landing pages
• User interest
• The attractiveness of your offers

Why you should care about conversions: Every PPC ad’s goal is to get the user to take some type of action (or convert), so this metric is important for understanding your ad performance.

By implementing a proper tracking and analytics strategy for AppDymanics, HawkSEM was able to increase its conversion rate by 20% while doubling targeted traffic. Here’s how we did it.

5. Cost per acquisition (CPA)

Cost per acquisition (or cost per conversion) measures the total number of conversions in relation to ad spend. In other words, it tells you how much, on average, it costs to convert a customer throughout the ad campaign.

Cost per acquisition directly impacts your profit margin. Conversions are great, but if you’re losing money to get them — it’s not worth it.

However, a higher CPA may be worthwhile for businesses with higher customer lifetime values (CLV) if they can recoup that cost over time.

Why you should care about CPA: Cost per acquisition helps you measure your overall ad campaign ROI and understand how effectively you’re spending your ad budget.

6. Return on ad spend (ROAS)

Return on ad spend looks at overall ad spend in relation to your revenue. It goes beyond CPA — the individual cost per conversion — to show you overall spend vs. overall revenue.

In other words, ROAS tells you if your campaigns are profitable. And you can use ROAS to determine how you’ll allocate funds to each of your different PPC campaigns.

Why you should care about ROAS: Return on ad spend helps you identify the most profitable PPC channels to optimize your PPC ad campaigns.

7. Impressions

An impression is defined as when someone sees your ad, whether or not they actually click on it. If your ad is at the bottom of the page, it only counts as an impression if the user scrolls to that section of the page.

When you have high impressions but a low CTR, this means the ad either isn’t relevant to the target audience or it’s just not resonating with them.

If your impressions are low, you can increase these by including broad match keywords or expanding your audience by targeting other regions or industries.

Why you should care about impressions: Impressions help you understand if your ad is reaching your audience. It can be a great metric for measuring brand awareness.

8. Average position

The average position indicates the order of your ad on the search engine results page (SERP) when compared to competitors.

The average position is impacted by quality score, bid amount, and the search engine user’s intent.

Why you should care about average position: Your ad ranking has a direct impact on your campaign performance. The higher it is on the page, the more likely it is to catch the user’s attention and get them to click.

9. Bounce rate

Bounce rate measures the percentage of users who viewed your landing page and left without taking action.

When it comes to PPC, a high bounce rate suggests that the user’s expectations didn’t match what they saw on the landing page.

Why you should care about bounce rate: High bounce rates help you identify ads and landing pages that may not be aligned. By reviewing these assets and optimizing them, you can improve conversions.

10. Attribution tracking

Attribution tracking helps you see which ad campaigns play a role in the PPC customer journey.

While the customer may convert on one specific ad, that doesn’t mean they didn’t see and consider other ads that contributed to their decision to convert.

Most attribution models give conversion credit to the final click. However, this doesn’t account for any other types of PPC campaigns that may have assisted in that conversion.

Why you should care about sources: Attribution tracking can help you get a more accurate ROAS because you can see which ads help contribute to conversions, even if they don’t get the final click.

(Image: Pexels)

How to build a PPC report

Whether you’re a PPC expert building reports for clients or an in-house marketer presenting your business’s performance to the team, here are some tips to create a PPC report that makes an impression:

Define key metrics and terms

Not everyone looking at the report will understand all the terms or what the KPIs mean. Add a section that explains key metrics and goals so there’s no confusion about what you’re trying to accomplish and how you’re tracking progress.

Use plain language when explaining PPC data. If you have to use PPC jargon, define these terms so all stakeholders can understand what they’re looking at.

Include visuals

It’s easy to get overwhelmed by all the data in the report. Using visuals, like charts and graphs, to communicate this data can make it easier for everyone to understand the complex information you’re providing.

Provide the details of all ad groups

Provide data for all the ad groups that make up your PPC campaign. Clearly describe each ad group’s purpose and what it was meant to achieve.

Then, include specific details like audience, keywords, bid strategy, placement, and any other relevant information.

Include benchmarks and competitor data

It can be difficult to understand how an organization’s PPC ads are performing without context.

Including industry benchmarks and competitor data in your reporting helps people understand how the PPC ad campaigns are performing in relation to similar companies.

Be transparent about the results

No one benefits from manipulated PPC analytics reports. You should aim for honesty, transparency, and accuracy in all your PPC reporting.

Even if your PPC ad campaigns don’t meet expectations at first, honest reporting:

• Builds trust
• Sets realistic expectations
• Enables better decision-making
• Allows for more impressive results down the road

Get in a reporting cadence

Create a reporting schedule that works best for you and the organization. Depending on the size of the business and the campaign, this could be weekly or monthly reporting.

Consistent reporting is the only way to prove the value of PPC campaigns over time. Find or create your own PPC reporting template and use it to save time when creating new reports.

Add insights and recommendations

As the PPC expert, it’s your job to tell a story with your data. Clarify what each metric means and how you’re using what you’ve learned to make improvements moving forward.

Bring it back to the overall business goals

To show that PPC ad spend is worth it, prove how the PPC campaigns contribute to the overall marketing and business goals.

“One pitfall I’ve often encountered is an overemphasis on vanity metrics like impressions or clicks,” says Dominik Maka, Head of SEO at LV Bet.

“While these numbers may look good on paper, they can be misleading if they don’t translate into meaningful business outcomes. It’s crucial to align your PPC metrics with your actual business goals.”

Best ads reporting tools

You have your business goals front and center, along with the supporting metrics that every business should track — now it’s time to build your report.

There are plenty of reporting tools available, and you can even create multiple reports using different platforms. Here are the top tools to create your custom PPC analytics reports:

Your chosen ad platform(s)

Whether your PPC marketing campaigns are through Google, Microsoft, or Meta, each ad platform has its own reporting that can be used.

Let’s take Meta advertising, for example. Simply:

1. Log in to your Facebook account and navigate to Ads Manager 
2. Click on the Reports tab
3. Select the metrics that you want to track and report, such as impressions, clicks, or ROAS
4. Segment your data by audience demographics or campaign type to get detailed insights
5. Set your desired date range
6. Export as a CSV, Excel, or PDF file for easy sharing or schedule regular email reports

For Google Ads, you can open a “predefined report”:

1. Log in to your Google Ads account
2. Click Campaigns > Insights & reports
3. Click Report editor
4. Under Predefined reports (dimensions) select the report you’d like to review

Or, you can build a custom report with Google Ads’ Report Editor.

Google Analytics

Google Analytics is the go-to tool for Google Ads reporting. Aside from building a custom report with Google Analytics, there are also some helpful standard reports you can leverage.

Here are some of our favorites:

1. Demographics details report

The demographic details report shows the key characteristics of the people on your website or app, like the user’s language, location, interests, age, and gender.

To find this marketing report:

• Log into your Google Analytics account
• Select Reports from the left menu
• Then select User Attributes > Demographic details

The report defaults to showing you data by Country. However, you can also view by region, city, language, age, gender, and interests.

Using this report, you can segment the data by past purchasers to identify the most relevant interest segments to target.

Sort by the highest conversion rate, and use these interest segments to refine your current Google Ads campaigns or create new campaigns that target those segments.

2. Site search report

The site search report shows how users search to find what they need on your website.

These reports help identify gaps between your audience’s expected and actual search behavior — and can inform your organic keyword strategy as a bonus.

To find the search report:

• Navigate to Reports
• Go to Engagement > Events
• Click on view_search_results

Once there, scroll down to see a widget that allows you to filter based on parameters.

Under “Parameter Name,” choose search_term. This will show you exactly what people searched for on your site.

To see the search terms, create a custom event-based dimension for the search term results.

3. Referrals report

With the referrals report, you can see the top websites that sent traffic to your site. You can also see if any of those users actually converted.

To find this report:

• Go to Reports
• Navigate to Acquisition > Traffic Acquisition
• Scroll down the table to find the Referral row

Click the + in the default channel group and choose session source or session medium.

This report will help you better understand how people are finding your website. From there, you can discover which sites are sending you high-quality referral traffic.

If you’re running Google display ads, you can use these high-quality referral sources to create a new placements audience. This is a strategic way to test expanded audiences.

4. Conversion paths report

The conversion paths report helps you understand the path that customers take to convert and which attribution models get credit along that path.

This report will give you an overall view of how long it takes users to go from initial impression to conversion.

To run it:

• Click on Advertising
• Then, go to Attribution > Conversion paths
• Select a date range from the drop-down menu on the right
• Select one or more conversion events from the down-down menu on the left

This default report shows data from all users, so if you want to see data for a specific group of users, add a filter at the top left of the page.

The data visualization section gives you a quick look at the channels that initiate, assist, and close conversions along the path.

While the data table shows you the actual paths users take to get to that conversion, it also shows metrics like conversions, purchase revenue, days to conversion, and touchpoints to conversion.

The early touchpoints are the first 25% rounded to the nearest whole number. The mid-touchpoints are the middle 50% of touchpoints on the conversion path. And the late touchpoints are the last 25%.

The bar charts under each touchpoint will show you how much conversion credit is given to each dimension.

ConversionIQ

At HawkSEM, we leverage our proprietary marketing technology ConversionIQ for tracking and analytics. This platform connects all data sources into one dashboard to provide a clear visual of the customer journey — from initial search to final sale and everything in between.

“CIQ gives us direct insights on campaign specifics, such as keywords, time of day, day of the week, geolocation, device, and other customer demographics,” says Rambod Yadegar, President of HawkSEM. “This allows us to get more of what is working and trim the fat on what is not.,” Rambod Yadegar, President of HawkSEM says.

“Further, CIQ provides customer data, which will allow us to branch off into other marketing channels, such as SEO or paid social.”

Google Data Studio

Along the same vein, Google Data Studio can combine PPC data with other data sources so you get a full picture of your marketing efforts from paid and organic search.

Another free tool from Google, Data Studio offers a little extra insight compared to just using Analytics alone, painting an in-depth visual of your performance.

To create a report:

1. Sign into Google Data Studio
2. Click + > “Blank Report“
3. “Add Data” to connect data sources like Google Analytics, Google Ads, or CSV files
4. Drag visuals into the report (like charts or graphs) and customize by selecting metrics and dimensions
5. Select filters and date ranges to format the report
6. Share with a link or download it as a PDF

Third-party reporting tools

There is a long list of third-party reporting tools you can pay to use with a little extra cost, such as Semrush, Wordstream, Klipfolio, or Reporting Ninja.

Some third-party platforms may offer more in-depth reporting on the metrics that matter most to your business. Others may provide customization that feels more intuitive.

Whatever the case, if the pricing fits into your budget and benefits your reporting process, these can be a great option.

(Image: Pexels)

The takeaway

Tracking PPC analytics is a vital part of running and scaling successful PPC ad campaigns.

Identify PPC strategy goals that align with the company’s goals first. Then, choose your metrics carefully based on those goals so you can track what is most important to the business.

If ongoing PPC management is something you need help with — we’ve got you covered.

This article has been updated and was originally published in November 2023.

The post PPC Analytics Reports: How to Build One (+ Which Metrics Matter Most) appeared first on HawkSEM.

How can you tell if a keyword is easy to rank for? By looking at its keyword difficulty score.

Certain search terms are more challenging to rank for than others, depending on the industry, and the authority of your competition.

But this doesn’t mean that going for the low-hanging fruit (aka low-difficulty keywords) will guarantee you a spot in the top results.

So, when building your search engine optimization (SEO) strategy or beginning the keyword research process, evaluate keyword options based on multiple factors, such as topical authority, target audience, and business value.

New to all of this? Don’t worry — we’ll break it all down below.

What is keyword difficulty?

Keyword difficulty is a metric that marketers and SEO consultants use to estimate how challenging it is to rank higher than competitors in the top ten organic search results for a particular keyword.

Some refer to this as “ranking difficulty” or “SEO difficulty”. The way to tell is to use an SEO tool that scores keywords from 0 (easy) to 100 (very hard).

(Image: Ahrefs keyword tool)

For example, if you enter the search term “social media marketing” into the keyword difficulty tool on Ahrefs, you’ll see it has a 93/100 score, indicating it’s challenging to rank for.

Alternatively, the term “vegan beauty products” has a score of 24/100 (moderately easy) while “travel marketing campaigns” has a 4/100 (easy) score.

The higher the score, the more effort is required to break into the top search results.

Pro tip: Be careful not to confuse keyword difficulty with “Competition,” a metric in Google Keyword Planner that estimates the difficulty level of ranking in paid search results or pay-per-click (PPC) campaigns.

Why is keyword difficulty important?

Keyword difficulty guides your keyword selection process. It shows what you’re up against once you attempt to snatch the top spots of the search engine result pages (SERPs).

Armed with this information, you can:

• Take a quantitative approach to selecting keywords
• Make an educated decision on which keywords to prioritize
• Better prepare and position yourself to beat the competition
• Plan your content around search terms that’ll drive traffic to your site

Keyword difficulty shouldn’t be considered in isolation during keyword research, but it does validate which keywords to pursue.

How is keyword difficulty calculated?

Typically, you calculate keyword difficulty by evaluating the website’s ranking in the top organic search results.

The factors commonly considered are:

• Domain Authority (DA): The strength and credibility of the top-ranking domains
• Page Authority (PA): The trustworthiness of the individual pages or URLs
• Backlink profile: The average number of referring domains that point to the top pages
• Search intent: The relevance of content to what searchers are looking for

However, it’s important to note that keyword difficulty scores fluctuate across various tools because each uses a different algorithm to calculate it.

As such, there’s no way to tell which score is “accurate”, which is why we recommend manually checking keyword difficulty based on your personalized metric.

(Image: Moz)

Here’s how some of the popular tools calculate keyword difficulty.

How Ahrefs calculates keyword difficulty

Ahrefs keyword difficulty checker considers the number of referring domains the top 10 ranking pages have. The higher the number, the higher the difficulty score. It doesn’t factor in on-page factors.

How Moz calculates keyword difficulty

Moz’s Keyword Explorer tool calculates keyword difficulty by taking an average of the PA of the top 10 search results.

But there are several factors that determine this score, such as DA, homepages, query term use, and projected click-through rate (CTR).

How Semrush calculates keyword difficulty

The keyword difficulty score in Semrush uses several calculations for:

• The median number of referring domains directing traffic to the ranking URLs
• Median ratio of dofollow / nofollow links to these URLs
• Search intent, and other SERP-related characteristics
• Median authority score of top-ranking domains

How Mangools/KWFinder calculates keyword difficulty

Mangools is a keyword research tool that calculates the overall Link Profile Strength (LPS) for every website that ranks on page one of the SERPs. It uses metrics selected by Moz and Majestic.

It then calculates the high and low LPS values to come up with an overall keyword SEO difficulty score. Using this formula, the team predicts that low-authority web pages can outrank high-authority web pages.

How MarketMuse calculates keyword difficulty

MarketMuse can also check keyword difficulty for any given keyword. It claims that its difficulty score is relative to Google’s content-specific ranking factors.

Their formula includes:

• Topical authority: How deeply you’ve covered a specific topic and how well your pages on that topic perform
• Competitive advantage: How likely you are to succeed at ranking for a keyword based on your site’s unique situation (your personalized difficulty)

(Image: MarketMuse)

So a website that regularly publishes high-performing content on a cluster of topics/keywords will have a higher competitive advantage and a lower personalized difficulty rating.

For instance, think of how easy it would be for Semrush to rank for “keyword research” vs. a site with barely any history covering that search term.

Ultimately, the real difficulty score is relative to your website.

Likewise, the level of effort required to rank will depend on both your authority (domain, page, and topic) and your site’s unique advantage (keywords you currently rank for and niche expertise).

How to check your potential to rank (+ recommended tools)

According to Joshua Hardwick, Head of Content at Ahrefs, “Ranking is relative” because “no keyword difficulty score takes everything that affects competition into account”.

Keeping this in mind, Hardwick recommends that “you should always manually review the top-ranking pages before creating content”. This way, you can accurately determine how much effort it would take you to get into the top ten search results.

We’ll show you how.

Step 1: Install these SEO browser extensions

Go to the Chrome web store, search for and install these two extensions:

• MozBar (Free)
• Keywords Everywhere ($1.25/mo)

They’ll give you access to keyword and site data, such as search volume, Cost per Click (CPC), related SEO keywords, PA, and DA.

You can also explore beyond the first page of Google if you wish. Use this data to assess your potential to beat the top-ranking sites, and find low-competition keywords to rank for.

Step 2: Open a new tab and search for your keyword

Type your keyword into the search bar and hit enter. Scroll through the search results and take note of metrics, such as PA, Links, Links Analysis, and search traffic per month.

Step 3: Analyze the top-ranking organic results

Let’s imagine your target keyword is “vegan beauty products”. Here’s what you’ll see:

(Image: Google search)

The overall domain authority is pretty high, but the page’s authority is much lower. This means you have a chance to beat this competitor on a page level.

Next, answer these questions:

How many unique pages are linking to the URL?

You’ll find this by looking at the PA: Links. Take note of those with relatively low numbers because it means with good effort, you can outrank them.

What’s the quality of backlinks?

You’ll find this by clicking on Link Analysis. If the top linking domains have a relatively low DA, low-quality links, or high spam score, then you stand a chance of ranking in the top 10 by garnering links from trusted high-authority sites.

(Image: Moz)

What’s missing in the on-page optimization?

Click the Moz Page Analysis icon at the top. Examine the on-page elements and schema markup. Take note of what’s missing so you can include it in your site.

Does the content fulfill the E-E-A-T requirement?

Check for relevant content:

• Is the content covered in-depth?
• Does it offer more insight than other articles on the same topic?
• Look out for expert quotes and an article author — do they hold industry experience?
• How’s the user experience?
• When was it last updated?

These factors determine if your content is relevant and high-quality. If it’s lacking in any of these areas, you have an opportunity to swoop in and take that spot.

Does the content address search intent?

When you search “Vegan beauty products,” you’ll see that the top results are either product links or product roundups.

This means the search intent is commercial (searchers are considering options) and transactional (they’re ready to buy).

Do all the top pages target this intent? If so, then make sure yours does as well. If they don’t, it could mean there’s mixed intent, so consider your target audience and content goals when identifying which route to take.

Step 4: Assess your site’s competitive advantage

To beat any page in the top SERPs, you need something they don’t.

This could be niche expertise, topical authority, higher domain ratings, more resources to produce outstanding content, good public relations (PR), or a different approach to SEO.

• What’s your domain’s Brand Authority? If it’s under 20, you have a lower chance of ranking and you’ll need to focus on low-competition, longtail, and localized keywords that can drive qualified traffic to your site. Keep track of your authority using the Domain Overview tool.
• Can you publish content that adds new and unique information to what’s already in the top 10 results? Refer to the E-E-A-T requirement and use it to conduct a content audit.
• Do you have topical authority? Take stock of the clusters of related content you have covered in depth, how much organic traffic you get from them, and how many keywords you rank for. This is where those SEO tools will come in handy.
• What is your site’s optimum difficulty score? Use the Moz Ranking Keyword tool to assess keywords your site ranks for and calculate the difficulty score you can potentially rank for.

Sound like a lot? It can be when you’re a brand strapped for time.

Luckily, we can do all of this for you and build a successful content strategy. Book a free SEO consultation with our team today.

What affects your ranking potential?

The factors that affect your ranking potential are the same factors considered when calculating the keyword difficulty metric.

These include:

• The authority of competitors already ranking for a specific keyword
• Content quality and its relevance to search intent
• The number and authority score of backlinks
• Your website’s domain and topical authority.

What is a good keyword difficulty score?

The truth is, no number or range can be classified as a good score. Since keyword rankings are relative, it’s better to focus more on your potential to rank.

A general rule of thumb is that if you run a relatively new site, target a lower tier of keyword difficulty that matches your level of authority.

However, if your site isn’t new and has successfully moved from point 0 to point 1, Sophia Orji, content marketing lead at the ecommerce platform Selar, advises that you “use the 80-20 rule. Go for 20% high-difficulty keywords and 80% low-difficulty, and adjust the ratio as you grow.”

Likewise, Gianluca Ferruggia, general manager at B2B marketplace DesignRush, adds that his approach to choosing a good score is categorizing target keywords into tiers based on difficulty:

• Tier 1 keywords: (>60) have a high search volume and are exceedingly high difficulty. These are moonshot targets.
• Tier 2 keywords: (40-60) contain medium-difficulty mid-tail keywords with decent organic traffic potential, which he considers “more attainable goals.”
• Tier 3 keywords: (<40) focus on the long-tail, hyper-specific keywords and are the easiest to rank for.

We recommend you take a three-pronged approach when targeting keywords based on difficulty. Break your keyword targets down by difficulty — high, medium, and low. From there, build ad copy and landing page assets that satisfy the intent of the keyword. We did exactly that for WindRiver, leading to solid performance growth.

Expert tips to find the best keywords and increase your ranking potential

The best way to achieve this is to prioritize:

• The lowest-hanging fruit
• Keywords that drive business value
• Ones that can generate a substantial amount of traffic
• Keywords that are a good balance between competitive and realistic

Focus on relevance first, not difficulty

Many experts we interviewed echoed the same sentiment: focus on keywords that are relevant to your product and audience interests. If a keyword is low-difficulty with substantial traffic but isn’t relevant to what you sell or has unclear search intent, ignore it.

The only reason to focus on low-difficulty keywords is if they drive business value, not because they’re the easiest to rank for.

Strike a balance between high-difficulty and low-difficulty keywords

“If a keyword seems a little ‘unachievable’ because of its difficulty, I try to go either with a lower-difficulty synonym or target a bunch of tangential keywords to build enough authority around the topic,” says Afnan Rehan, an SEO Consultant at the content creation platform Wizeo.

“Once that’s done, it’s pretty easy to rank for the more difficult and higher volume keywords.”

Lauren Funaro, Head of Content at the AI Process Documentation company Scribe, also recommends that you, “Start with the low-difficulty keywords to show Google you’re an authority on the topic. Then once those start ranking quickly, you can focus on the keywords with more difficulty and high potential traffic.”

Find low-competition keywords that drive business value

After finding relevance and balance, targeting low-competition keywords will allow you to rank quickly.

These are keywords that low-authority websites rank for in the top 10. They’re also likely to have a low difficulty score.

(Image: Google search)

• Use the Keywords Everywhere and MozBar extensions again to see the search data, and find keywords with relevant search intent
• Make a list of keywords you want to target (five to 10 keywords is a good place to start)
• Type one into the Google search bar and look at the autocomplete long-tail keywords
• Take note of keywords with a significant monthly search volume, but low competition (e.g 0.05, 0.2)
• Don’t worry if the search volume seems insignificant now, you’re targeting a niche audience
• Select one of the suggested keywords and run the query, then analyze the PA, DA, and number of referring links in the top results
• Make a list of pages with a low PA and DA, especially if the authority is lower than yours
• Repeat for all your main keywords

To speed up the process, use one of those free tools we mentioned earlier. Most of our experts recommend Ahrefs, so start there. Here’s how to find low-competition keywords on Ahrefs.

Another option you can try is KWFinder which is free for your first few searches.

• Go to KWFinder
• Run the search query for your target keyword
• Scroll through the table on the left. Pay attention to the columns “Trend,” “Search,” and “KD”

(Image: KW Finder)

You’ll notice that the longtail keyword “social media management packages” has a 17 difficulty score, a 960 search volume, and a 67% keyword interest growth. That’s a perfect low-competition keyword to target.

Create clusters that increase your topical authority

Funaro, who recently grew Scribe’s estimated monthly traffic from 8,000-70,000, strongly recommends, “creating and strengthening content clusters, instead of single pieces of content.”

She shares that this helped her achieve significant success in ranking multiple times for high-difficulty keywords.

Here’s how she did it:

• Employed the hub and spoke model
• Targeted tangential keywords with lower keyword difficulty to show topical authority
• Interlinked to a high-difficulty keyword page from pages with high-traffic
• Studied what was ranking in the SERPs and prioritized “information gain” to exceed what was already ranking
• Monitored and optimized as needed after publishing

Keyword difficulty through the lens of PPC

Keyword selection in PPC is just as essential in competing for ad placements on platforms like Google Ads as it is in ranking in the top ten organic search results.

The ranking battle doesn’t end in organic search results because advertisers also bid on competitive search terms in PPC campaigns to ensure they skip to the top of SERPs.

With PPC, keyword difficulty is an equation based on quality score and is used to rate the quality and relevance of your ads. It factors in:

• Expected clickthrough rate (CTR) – How your ads historically perform
• Ad relevance – How closely your ads align with your keywords
• Landing page experience – The content’s relevance, usefulness, and user-friendliness

Keyword difficulty guides your SEO strategy, but it’s the quality score that guides your bidding strategy.

Combining both SEO and PPC increases competitive advantage and gets you closer to target audiences. So, if you’ve been contemplating running campaigns in paid search, this is your sign to do it.

The takeaway

Choosing the right keywords can significantly improve the effectiveness of your SEO strategy and PPC campaigns. If you target the wrong keywords, they’ll drive worthless traffic to your site and waste your resources.

When selecting keywords, remember that the level of difficulty it takes to rank is relative, so don’t rely on one tool to dictate your target keywords.

Take a personalized approach to evaluating search terms. Run your own SERP analysis, and find a balance between high-difficulty and low-difficulty keywords. And make sure to adopt this approach when bidding for keywords in PPC campaigns.

Need a team to support your search marketing efforts? Chat with us today to get started.

This post has been updated and was originally published in November 2023.

The post What is Keyword Difficulty? Why It Matters + Expert Tips appeared first on HawkSEM.