Anna Allsop, PPC Executive, Impression

Social media ads are a great tool that can be used to promote your products or services online. Key benefits include reaching a larger audience, driving quality traffic to your website and potentially increasing the number of conversions or sales.

However, if you’ve been successful in advertising on paid social channels, you realise how time-consuming creating effective ads can be. Sometimes you have to make a huge amount of small changes to get the results you want. Testing, experimenting and the willingness to constantly make changes to aspects that don’t work is key to running successful Paid Social campaigns.

In this article, we have outlined 5 useful tips that you can implement into your paid social strategy, to help you in producing more effective and more profitable campaigns.


1. Budget optimisation (Facebook Ads)

The most efficient way of optimising budgets on Facebook Ads is applying a relatively new feature called CBO (campaign budget optimisation).

CBO uses the campaign’s budget and bid strategy to find the best opportunities for key results across all ad sets. This means that CBO will allocate most of the campaign’s budget to the best performing ad set which should lead to a higher number of results at a lower cost – and reduce management time.

So if you’ve not done so already, now is the right time to use the campaign budget optimisation on a few of your campaigns and see the results pick up day by day.


2. Campaign objective

Before launching an advertisement on any digital platform, it is crucial to determine the goal of your paid campaign. Do you want more traffic to your website? Is your goal generating more leads? Or maybe you’re looking to increase purchases through your eCommerce site? Make sure you have a clear objective that’s achievable and can be clearly measured. Receiving conversions or sales from users that are not familiar with your brand, is unlikely to be achievable. Therefore, if you’re targeting audiences that had never visited your website before, set the campaign objective to website clicks to drive more traffic to your site. If you are however targeting users who have visited your website before or perhaps even added items to the basket but did not purchase, you can set the objective to conversions.


3. Ad creatives

Test at least 3-4 different ads per ad set, and make sure to regularly refresh your creatives.

Having only one ad in your campaign means that you’re limiting your options. If the chosen image or copy doesn’t resonate with the targeted audience, you’re unlikely to achieve your desired results. That’s why it is so important to always split-test a few different variations (images, formats, videos, ad copy) and frequently analyse their performance.

It’s important to be aware that having multiple creatives doesn’t mean that you can leave them running forever. Using the same assets for a long period of time can lead to ad fatigue, this is where your audience has seen your ads so many times that they have lost interest and have started to ignore them. As a result, you will see an increase in CPCs (cost-per-click) and decrease in CTRs (click-through rates) and conversions. To avoid this, refresh your creatives as often as every month by changing your primary text or headlines or using a new image or video.


4. Ad Frequency

Another tip on how to best optimise your paid social campaigns is to regularly review the ad frequency, which is a metric showing how many times your targeted audience has seen your ad. In social media platforms such as Facebook or LinkedIn, this can be viewed in the column section called “Delivery”. The common best practice is for the ad frequency to stay between 1-3 points per week, however, it depends on one’s preference and often on the audience you’re targeting. Remarketing audiences should be on the higher end of the scale.

If you notice that your ad frequency is above 3 and the campaign is not achieving the results you need, you may want to consider the following:

  • Increasing campaign timeframe

  • Lowering the budget to avoid oversaturation

  • Widening your audience as it may be too small or changing the audience completely

  • Testing new creatives in case your audience has developed ad fatigue

If your ad frequency is still above 3, you might want to consider changing the offering, which will hopefully resonate better with your targeted audience.


5. Optimize for mobile

Last but not least, remember to optimise your creative to be mobile-friendly as most of your impressions and clicks will be received from mobile devices (unless you’re specifically targeting desktop devices). To do so, make sure that your image or video fits the mobile screen, that you send users to mobile-optimized landing pages and that you always preview your ad on mobile before publishing it.



I hope that this guide helped you understand the steps you need to take to effectively optimise your campaigns on paid social channels. Getting the desired results from your campaigns can sometimes be a hard nut to crack, however, if you follow the above steps it won’t be long before you start to see an improvement in your campaign performance.