Not all ads on social media can be (and are) treated equally. Consumers have opinions on how often they like to see ads, which ones they’ll click on, and how they prefer to shop online. Their opinions and behaviors can help you create a higher social media ROI for your clients.
Social is Here to Stay
Social media, and ads on social media, are not leaving any time soon . Compared to traditional media, advertising on social is cheaper, targeting is more direct, and results are more measurable. It’s no wonder why the results of the CMO survey reported that marketers expect spending on social media to increase by 89% by 2022.
On average, people spend 2 hours and 6 minutes on social media via any device . There are 3.2 billion social network users worldwide and Internet users have an average of 7.6 social media accounts. That’s a lot of opportunity to reach potential customers!
The heavy use of social media can be used to justify high engagement rates on ads, but that doesn’t mean people like them or that they’re converting.
Why Consumers Dislike Ads
Consumers often say ads are overwhelming, repetitive, and irrelevant. The biggest turn offs when it comes to social media ads are:
• 28% say they have no interest in the product
• 27% don’t like ads with audio
• 23% don’t like being remarketed to
• 16% say they see more ads than organic content
• 6% don’t like that the more they purchase the more ads they see
How to Fix Your Ads and Strategy
There are a few simple steps you can take to improve your ads and ROI. Our first recommendation is to take a look at your frequency. Check to make sure a person won’t see your ad 10 times a day, as they will become blind to your message.
Research has shown that across all advertising mediums, the ideal ad exposure is between 3 and 7 times per person. If your campaign is running for a week, keep the frequency around 3. However, if it’s running for a month, feel free to increase the frequency to 7. Keep in mind that as ad frequency increases, so does the cost per acquisition.
You should also take the time to implement some advanced targeting strategies to ensure you’re reaching the right audience. Interest and keyword targeting are ideal for brand awareness campaigns, but strategies like RLSA ads, geofencing and remarketing will get your ads in front of people who are ready to buy now. These strategies, combined with frequency capping, will provide your audience with a positive brand experience instead of one that is irrelevant.
In terms of creative, lightweight videos are a great way to capture people’s attention without using irritating or obtrusive audio. Keep the videos short, with a clear message and call to action. Apps like Videoshop, Quik, and Legend allow you edit photos to turn them into videos your audience will love and want to share.
Want more? Check out our infographic on consumers opinions and behaviors surrounding paid social ads!