Hey ya’ll! It’s been a while since we’ve chatted. We’ve had a busy past few months!
Our digital marketing team has been laser focused on developing and testing a killer new digital marketing offering for ActiveAgency clients.
We’re thrilled with the positive results we’ve been seeing so far, and can’t wait to share it with all of you. You can find some preliminary information on our website, but stay tuned for more to come soon!
In the meantime—as a sort of sneak peek—I wanted to share a few behind-the-scenes social media advertising trade secrets with you.
We’ve said it before, and we’ll say it again—social media ads are the best way to get more bang for your buck in the digital marketing space.
That said, not all social media ads are created equal. The following are some best practices we’ve developed when it comes to creating successful social media ads for insurance agencies.
Create eye-catching graphics
Graphics are a hugely important piece of a successful digital marketing strategy—especially when it comes to social media ads.
I would even argue that graphics are the most important piece of the social media ad puzzle.
According to Hubspot, “When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.”
WOW. That’s a big deal.
So, what can you do to ensure that your agency stands out among the crowd? Simple—create impactful social media ad graphics.
Luckily, Forge3 has a team of talented graphic designers who are available to develop custom, eye-catching social media ad graphics for our clients. But, chances are, your agency doesn’t.
So, I’m going to let you in on a little secret…
Creating impressive graphics is not as hard as it looks.
There are a lot of tools specifically designed to help non-designers develop professional-looking social media ad graphics.
Our recommendation is Canva. It has a number of graphic templates (in all sizes and designs) that are pre-created for your use. And—the best part—it’s FREE!
Keep content short and sweet
If the ad graphic is the most important piece of the social media ad puzzle, then content is definitely next on the list.
And, if there’s one thing to remember when developing successful social media ad content, it’s this: keep it short and sweet.
Take Facebook for example…
We’ve all seen super-lengthy Facebook posts as we scroll through our personal feeds for baby pictures and food photos.
But, just because Facebook allows us to create lengthy posts (with a character limit of 63,206 characters to be exact!), doesn’t mean that those posts perform well.
In fact, studies by Adspresso and SproutSocial indicate that very short content performs best when it comes to running ads on Facebook (or any social media platform for that matter).
Specifically, research shows that the ideal length of Facebook ad body content is about 14 words. That’s a loooong way off from Facebook’s 63,206 character limit.
That same study also shows that the ideal length of a Facebook ad’s headline is 5 words.
If you’re wondering why shorter content performs best, the answer is simple.
Most people view their social media platforms from their mobile phone. That means that less content is viewable when scrolling through the feed. So, a short and sweet social media ad that is designed and written to perform well specifically on mobile will lead to better results.
At Forge3, we’ve seen similar results with many of our digital marketing clients. That’s why our content experts work to constantly improve and simplify ad messages.
Pay close attention to results—even while the ad is running
Once you’ve created an eye-catching ad graphic and have developed short and sweet content, you’re ready to schedule and and kill the social media ad game!
One of the most important pieces of advice I can give agencies when it comes to running a social media ad is: listen to the results.
Of course, it’s important to look at the results of your ad once it has completed. But, did you know that it’s equally as important to analyze your ad campaign during its run?
It’s true! Watching how your ad performs in real-time can tell you a lot.
For example, if your ad’s results are extremely low (or even non-existent) after the first day or two, that could indicate that something went wrong with ad scheduling.
And, aside from helping you to determine if there have been any errors in scheduling, real-time social media ad results can also tell you a lot about your audience.
For example, if your ad is being seen by thousands of people, that’s wonderful! But, if only a few of those people are actually clicking through to your website, that may mean that your ad is not resonating very well with the targeted audience.
Using this information, you can make real-time adjustments to your ad content or to your targeted audience, which can save you money and time.
When it comes to social media advertising, that old saying is true… “The work is never done.”
When a social media ad has wrapped, that’s when the real work begins.
We talked about how real-time results can say a lot about ad performance during the time that an ad is running. The same is true for results after the ad has completed.
The beauty of digital marketing—and social media advertising specifically—is that it’s easy to track results and make improvements for the future. So, it’s important for an agency to never settle. But, instead, to continue making changes and adjustments for future success.
The following are a few examples of specific ad-related analytics that we at Forge3 utilize to determine how to continually improve social media ads:
- Ad Graphic Performance – If you’ve tested more than one ad graphic in your social media ad campaign, analyzing which one performed best can help you to determine which types of ad graphics to design in the future.
- Demographics – Social media ad analytics can tell you a lot about your audience’s demographics (ex: age range, gender, etc.). If you find that women within your targeted audience clicked through to your website more frequently, then you may want to consider targeting women more specifically in your next ad.
- Website Analytics – If your ad sent people to a specific page on your website, take a look at the website analytics for that page. How long did people stay on the page? Did they continue to explore your site? This information can help you to improve your landing page prior to future social media ad efforts.
As you can see, there is a LOT of social media advertising information to share. And, we’ve only just scratched the surface.
We’ve jam-packed everything we’ve learned from years of insurance social media advertising experience into a simple, cost-effective offering—Social Media Ads. We can’t wait to share more with you…soon!
Until then, happy advertising! :)