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Marketing 101 – How to Maintain and Optimise Paid Social Campaigns

Today we’re diving headfirst into the world of maintaining and optimising paid social campaigns. So buckle up and get ready for some tips and tricks that will take your campaigns from good to extraordinary!

Picture this: your paid social campaign is like a sleek sports car. It’s fast, it’s eye-catching, and it’s designed to leave a lasting impression. But just like any high-performance vehicle, it requires regular maintenance and fine-tuning to ensure it stays at the top of its game. Let’s break it down.

Start with a strong foundation

Before you even think about maintaining or optimising your paid social campaign, you need to make sure you have a solid foundation in place. This means defining your goals, identifying your target audience, and selecting the right platforms to reach them. Not every platform will work for every business, so do your research and find out where your audience is most active.

Remember, a campaign is only as good as its strategy, so take the time to get this step right. Find out more about what paid social is, how to plan, and how to build paid social campaigns in our previous Marketing 101 blogs.

Monitor, analyse, and optimise

Think of monitoring and analysing your campaign as taking it for a test drive. You want to keep an eye on its performance, identify any areas that need improvement, and make adjustments accordingly. Identify what is important to you in terms of campaign performance, then use tools like Google Analytics and Meta Insights to track key metrics such as click-through rates, conversion rates, and engagement levels. This data will be your compass, guiding you towards optimization.

Get creative with your ad content

Imagine your ad content as the shiny rims on your sports car. It’s what catches people’s attention and makes them want to take a closer look. So don’t be afraid to get creative! Use captivating visuals, compelling copy, and even incorporate some humour or pop culture references to stand out from the crowd. Just make sure your content aligns with your brand and resonates with your target audience. And remember that not every ad will appeal to everyone – so make sure to tailor your ad content to your audience and have multiple ads available if you’re targeting multiple audiences.

Find out more about creating engaging content on Facebook in our blog.

A/B testing: your secret weapon

A/B testing is like having a turbocharger for your campaign. It allows you to compare different versions of your ads and pinpoint what works best. Test different ad formats, headlines, call-to-actions, and even audience segments. By constantly experimenting and iterating, you’ll uncover valuable insights and improve the overall effectiveness of your campaign. If something is working, lean into it, if not don’t be afraid to switch it up.

Don't forget about the landing page

Your landing page is the plush leather seats inside your sports car. It’s where your audience ultimately ends up after clicking on your ad. Make sure it’s a smooth and enjoyable ride! Optimise your landing page for conversions by ensuring it loads quickly, has a clear call-to-action, and aligns with the messaging in your ad. Remember, a seamless user experience is key to driving results. Check out our SEO blog to find out more about enhancing user experience on your website.

Stay up to date with trends and changes

The world of paid social is like a bustling city street; it’s constantly evolving and changing. To stay ahead of the game, you need to keep up with the latest trends and updates. Stay active in industry forums, attend webinars, and follow thought leaders in the digital marketing space. By embracing innovation and staying informed, you’ll always be one step ahead of your competition. Checking updates on Meta and TikTok’s Newsrooms as well as sites like Social Media Today will help you stay up to date with the latest information.

Test, learn, and repeat

Maintaining and optimising your paid social campaign is an ongoing process. The key is to never settle for “good enough”. Be agile, test new strategies, learn from your data, and repeat the process. By continuously fine-tuning your campaign, you’ll see better results and drive success in your digital marketing efforts.


So there you have it, armed with these expert tips, you’re now equipped to maintain and optimise your paid social campaigns like a digital marketing pro. Remember, it all starts with laying a strong foundation. Now go out there and conquer the digital advertising world!

But hey, if you ever need a helping hand or want to geek out about the latest marketing strategies then drop us a line. Together, we’ll achieve greatness!

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