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Janalee SilveyJun 2, 2017 5:54:14 AM2 min read

How to Make Your Paid Ads Actually Work

bigstock-178662535-300x300Organic search just ain't what it used to be. As it happens with all free and good things, someone decided it was time to monetize. I can't blame them. Businesses need money to operate. So, now that we can't get our message out for free on social media, let's do the next best thing; Get the most out of each ad dollar we spend. How do we do that? Start here:


You can use the following 10 Twitter and Facebook advertising hacks as a catalyst to get more eyeballs on your content, or as an accelerant to create an even larger traffic explosion.

1. Improve Your Quality Score

Quality Score is a metric Google uses to rate the quality and relevance of your keywords and PPC ads – and influences your cost-per-click. Facebook calls their version a "Relevancy Score". While Twitter calls theirs a "Quality Adjusted Bid".Whatever you call it, Quality Score is a crucial metric. You can increase your quality score for Twitter and Facebook by increasing your post engagement rates.

A high quality score is great because you'll get a higher ad impression share for the same budget at a lower cost per engagement. On the flip side, a low Quality Score is terrible because you'll have a low ad impression share and a high cost per engagement.

How do you increase engagement rates? Promote your best content – your unicorns (the top 1-3 percent that performs better than all your other content) vs. your donkeys (your bottom 97 percent).

To figure out if your content is a unicorn or donkey, you'll have to test it out.
  • Post lots of stuff (organically) to Twitter and use Twitter Analytics to see which content gets the most engagement.
  • Post your top stuff from Twitter organically to LinkedIn and Facebook. Again, track which posts get the most traction.
  • Pay to promote the unicorns on Facebook and Twitter.

The key to paid social media ads is to be picky. Cast a narrow net and maximize those engagement rates.

2. Increase Engagement With Audience Targeting

Targeting all of your fans isn't precise. It's lazy and you'll waste a lot of money. Your fans aren't a homogenous blob. They all have different incomes, interests, values, and preferences.
Read the full article here.
We are major proponents of smart spending at our agency. There are so many tips and tricks that can help spread your message to the best audience without just throwing money at it. Let us help you get your message out.
In the meantime, download our eBook to help you generate more leads by clicking below.