Social Advertising

5 Tips for Successful Social Media Ads

Published October 2022

London Billboard, Piccadilly Circus

London Billboard, Piccadilly Circus

Before you start with social media ads, you need to understand your target audience. Are you even aware of their problem? Do you already know a solution? At the very beginning, you need to develop an understanding of your target audience and how your solution can solve their problems.

And then you need to create a clear message to best appeal to your target audience. Once you have that, then you can move on with these 5 tips.

    Editor's Info
  • You'll find our used sources at the end of each section.
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    Executive Summary
  • Understand your target audience and create a clear message
  • Define your goals from the beginning—otherwise you will waste money
  • Choose the right platform for your advertising goals
  • Create good target groups and use the whole repertoire
  • Address your target group in the right way to get the most out of them
  • Analyze, optimize and test—continuously

1. Define your goals

First of all, you need to define what you want to achieve. This is important because it will determine your strategy and how to proceed.

    Typical objectives for social media ads:
  • Sell products in your online store
  • Recruit employees
  • More qualified consultations
  • Increase brand awareness
  • Cross- or up-sell to existing customers

Accordingly, you need to determine the goal of your advertising campaigns. Keep in mind that each goal requires a different strategy, a different platform, different KPIs, and also more or less effort in implementation and support.

Your campaign stands and falls with your target definition. If you make a mistake here, you will probably waste a lot of money. And that should not be your intention.

2. Choose the right platform

Understand how the different platforms work and which audiences are on them. Use the platform yourself for a while to get a feel for it.

    Here are a few questions you can ask yourself:
  • How do users behave on Platform X?
  • Is my target group active there?
  • Do I have the right ad format?
  • Does it make sense to place ads there?
  • What does it cost me to place ads there?

You have to evaluate which platforms are suitable for you. And if you are unsure, then test it. Maybe Facebook Ads work better than LinkedIn Ads. Or, quite unexpectedly, your Twitter Ads perform best.

A specialist in the field of Paid Ads can also advise you on this—as long as it's not a "I only do Facebook Ads for e-commerce" guy

3. Create high quality target groups

The algorithm knows what it is doing and will find the right people. Nevertheless, you can make useful settings during targeting to make your ads more efficient.

Besides standard audiences you can create custom audiences as well as lookalikes and retargeting. Also excluding e.g. existing customers in some campaigns makes sense.

Let's say you start an ad campaign for wands at Hogwarts. The only bummer is that everyone there has already bought one from you. So what do you do? You exclude your existing customers because it doesn't make sense for them to see your ads.

On the other hand, if you sell wand cases, then it's cross-selling. It's best to target only those who make sense. In this case: everyone who has a magic wand.

And no, iOS 14 has not made attribution tracking impossible. iOS users can still be tracked - the number of signals is just limited.

However, because of the strong algorithms, you can be sure that ads will still be delivered optimally and optimized for the appropriate clusters.

If you want to get a detailed insight into targeting, feel free to check out our blog article on it: High Intent Leads through Precise Targeting

4. Address your target audience properly

After you've created your target audiences, you need to engage them properly so that you trigger the desired intent. Your ads—whether video or image; and the text—must pick up your target audience.

At the very beginning we wrote that your message must be clear. You need to know the pain and desire of your target audience and target those emotions.

Know your problem but don't have a solution? Sprinkle salt in the wound and show that you have a solution. And the best way to communicate that is in the language of your target audience.

If your target audience is gamers, feel free to use casual language and memes. If your target group is decision-makers from established enterprises, then you'd better use clear business language

5. Analyze, optimize, and test

When your campaign goes live, you do nothing for the time being and let the algorithm complete the learning phase. This takes an average of 2 weeks.

And during that time, you keep your hands off the campaigns. We explain the reason here: Why you should trust the algorithms

After the learning phase, you should analyze the metrics in more detail and optimize them according to your campaign goal. Got a new idea? Test it. Not sure how a new video performs? Test it. And so on.

It is important that you achieve your KPIs—and thus your goals. And that's why you need to constantly analyze, optimize, and test. Only then will you achieve optimal results in the long term.


These 5 tips for successful social media ads will give you a rough insight into the topic of social media ads, which will help you understand the subject better. However, if you are not familiar with the subject, you should consult a specialist.

Your advantage: With this knowledge you can better select which freelancer or agency you work with.

We help and consult our clients to choose the paid social approach for complex campaigns. And then we create appropriate advertising strategies to achieve these goals in the most efficient way. Contact us to find out if we can help you too.

Thank you for reading and have a nice day!