On my way home for Easter this weekend (from Atlanta to Athens, Georgia) I had to stop, turn off the main highway and go around, through a gas station, and get back onto the main highway about 500 feet down the road. Why? A water line had busted, thus forcing cars to have to go around and reconnect to the same road a few hundred feet further down. Pulling through the gas station, along with all of the other cars, and back onto the main highway I thought, “I was redirected here. And now, I am in front of this gas station and I am a little hungry…” The bottom line: I was driven, directed to a destination where I could potentially make a purchase for something I wanted. Now, I understand gas stations are a hard comparison because they offer various things (as opposed to an ad that offers a specific product or service), but the real life metaphor got me thinking…
Cost effective social ad buys must be specifically targeted. The more targeted, typically, the better results.
Aim for the enthusiasts. In the end, they will convert and convince more than anyone else.
Make sure your destination is inline with your ads. User confusion ends in click-offs and no conversions.
Monitor your campaigns daily. Be it traditional Facebook ads, promoted posts, Twitter trends, etc. Always know what’s doing well and what’s not.
In conjunction with the above, adjust your ad images, copy, spend, interests, demographics, etc. based on what is working and what isn’t.
Rinse and repeat. If you had a successful ad campaign that had a high CTR and a plethora of page views and visits on the destination you wanted, then repeat that strategy! Be wary though, some adjustments might need to be made as all campaigns aim towards different people.
What have you found to be a successful way to drive traffic to the destination you want?