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How to Improve the ROI of Paid Social Media Ads

Now that so much of social media marketing relies on paid ads, you need to make sure you’re getting your money’s worth. If you want to increase your return on ad spend (ROAS), the following eight tips will definitely help. Here’s how to improve the ROI of your paid social media ads:

Share valuable content

Social media is still “social,” so be sure you share more than just your promotion or pitch in your ad. It could be anything from a time-saving tip to an eye-popping statistic to a free download or demo. The more valuable your content, the more relevant your brand.

Speak in your unique voice

Whether your brand mirrors your own voice or has developed a unique one all its own, be sure it shines through in your ad copy. That unique voice will resonate with your audience and help create an emotional connection.

Be specific

Choose a specific offer, product, or service to promote and focus the entire ad on that one thing. Tell people why the offer is so great and how they can take advantage of it. Do they need to click-through to your website? Provide their email address? Like your page? Something else?

Choose the right ad type for your goal

All ad types are not created equal. For example, you’ll get more page likes if you run a page likes ad on Facebook as opposed to using a different ad type. If you have an offer, you want to run a promotional ad.

Segment your audience

Not all of your products or services will perfectly match every target market. Do your research to understand your audience, and segment them accordingly with targeting. Facebook has tools and audience insights so you can design who’s attracted to your type of ad so you can hone in and reach the right people.

Time your ads

You can run ads at very specific times to ensure people will see the ad when your business is open, but you might also want to keep seasonal fluctuations in mind. If I own an asphalt company, for instance, I won’t do much promotional advertising in the winter. Instead, I’ll focus on sharing tips and tricks.

If you do have an off-season, it’s a great time to think about how to approach your busy season. For example, if you’re a retailer, you might want to start prepping in late spring and early summer for Black Friday. When you’re knee-deep in the holiday season and competition is high, you can simply put your prepared ad campaign into motion.

Test your ads

One of the smartest ways to boost your ROI is to run ads against each other. Promote two products or services at the same time and watch your click-through rate. Stick with the ad that does well, and drop the one that doesn’t work.

Be consistent across platforms

Visual branding must be consistent across platforms. Your Facebook ad must mirror your website’s design, color, and messaging. Your website, meanwhile, must promote the same product or service as the Facebook ad. This kind of consistency will help your brand as a whole.

Keep in mind that you don’t have to spend a ton of money for your paid ads to go far – great news for small businesses! If you are focusing on creating unique content, targeting specific people and focusing on a specific objective, you don’t have to throw a lot of money into the pot to get a good and meaningful return.

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Author information

Monika Jansen

Monika Jansen is a freelance copywriter and editor who helps with companies of all shapes on sizes kick their content up to the next level. You can find her online at