Finding your way around paid ads can be tricky at the start. To those who haven’t had much practice setting-up campaigns, it can be hard to know what budget to set, who to reach and what type of campaign you should be using.
If you are achieving an average cost per lead on LinkedIn of £20-£80 and an average cost per lead of £10-£40 on both Facebook and Twitter then well done-you are performing at a good industry average for B2B campaigns. However, if social media advertising is proving more challenging and you are not hitting these metrics then hopefully this blog will help you.
Social Tree Global have ran hundreds of social media marketing campaigns for B2B clients. We have clients in almost every sector so our experts have seen it all when it comes to campaign performance.
There are three key factors that will determine if your ad campaign is working effectively:
- Landing pages
Creativity: When thinking about your content you need to give someone something valuable enough for them to give you their details. To encourage engagement you could use tools like a how-to guide, a whitepaper or access to an event. It’s just as important to stand out so try using video and bold graphics with your ad campaigns to capture interest. See our example below:
Audience: Who are you targeting? It’s important that you target the right audience for your campaign otherwise your leads will be wasted (as well as your money).
Landing pages: Make sure your landing page is mobile-friendly. You will find that your ad campaign will be viewed more on mobile than desktop, so ensure you tailor to both.
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