7 Tips to Create a Paid Ad Strategy That Works

Are Paid Media and Paid Ads Worth It?

Tip #1: Know Your Audience.

Whom are you trying to get in front of and what problems do they have. Knowing the answer to these two questions is going to help with your targeting strategy and ensure your ads are getting in front of the right people.

Tip #2: Pick the Right Channel.

You don't want to be doing ads on Facebook if your audience isn't even using that in their free time or for research. So make sure you have a clear understanding of whom you're trying to get in front of and what platforms they actually use on a day-to-day basis.

Tip #3: Get Creative.

You want to make sure that your ads are cutting through the clutter, but in a way that's strategic too. So, think about how videos and gifs, and carousel ads play a part in your paid advertising strategy and then get to work with a designer and making sure that that vision is brought to life visually.

Tip #4: Have a Strong CTA (call-to-action).

You have to make sure it's very clear, what you're asking people to do. Sometimes that can be done in the copy of your ad, or as a button or an image within the visual itself. Whichever option you choose, make sure it's clear and simple, and bold as well.

Tip #5: Have a Plan in Place.

If you aren't sure which audience you should go after or which creative is going to resonate with them, figure out how you're going to AB test that or use different types of headlines, copy, and message. Have a plan in place on how you're going to track and measure the performance of it so that you can really identify what hits home for them.

Tip #6: Know the Rules.

Every social media channel and platform is constantly updating its advertising interfaces and targeting options. For instance, on Facebook, you can no longer do recruitment ads by zip code or gender. Know the rules on the platforms that you have ads on so that you're not wasting your time creating something that can't ever launch and get in front of the right people.

Tip #7: Measure and Move.

Do you know your industry standards for cost per click, click-through rate, or impressions? Knowing these is going to be essential in your paid ad strategy and knowing when you need to pivot or change the ads and targeting that you have set in place.