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Ads for Advocacy: 8 Best Practices for Social Media Ads

$72.5 billion. That’s the total dollar amount spent on digital ads in 2016—almost 22% more than 2015. The digital ad market is growing at lightning speed, and if you’re not taking advantage of it in your advocacy campaigns, you’re missing out on an incredible opportunity.


This article was written by Ximena Hartsock.

Social media—Facebook specifically—is a powerful platform for grassroots advocacy, as most Americans spend a third of their time on various social accounts. What’s more, over half of B2B marketers rank social media as the least expensive channel for advertising. Because they have large potential audiences and cost-effective setups, social ads are a great way to drive interest in and support for your cause.

Recently, Phone2Action studied best practices in social media ads and how they apply to digital advocacy. Here’s a glimpse of what you’ll find:

  • Detailed information for building ad campaigns
  • Average click-through rate (CTR) for each platform
  • Cost per ad for each platform
  • Design specs for different ad types
  • Making your ads mobile friendly
  • Ways to increase conversions
  • And much more

Set your ad objectives and budgets in advance. Start with the end in mind. Are you trying to drive conversions, or generate awareness of your advocacy campaigns? Your goal will determine where you should advertise, what type of ads you should run, and what your campaign budget should be.

Make sure your ads are mobile-friendly. 80% of all social media activity occurs on mobile devices. Make sure your ads look just as good on a small screen as a big one.

Use video. Always. Video generates more engagement than any other type of content, so use that to your advantage. It is also a powerful tool for storytelling and can create a personal connection with your audience, inspiring them to take action.

Focus your ads on targeted audiences. Ad targeting is a balancing act – it is critical to target an audience that’s broad enough to reach a significant audience, but narrow enough to be relevant. Test difference audience filters and criteria to achieve the highest relevance score.

Always test your campaigns. You never know what will actually work until you try. Test different creative with a small segment of your audience before launching a full campaign to see what resonates with the people you’re trying to reach.

Schedule your ads strategically. Timing is everything. Learn the best days and times to run ads on each platform to generate maximum engagement.

Use pixels and tags to track conversions. Pixels and tags make tracking conversions easy. Learn how to integrate them into your campaigns, so you can effectively track your ROI.

Use a variety of platforms. Facebook, Twitter, LinkedIn, Instagram, and Snapchat. Each platform is best suited to a specific objective and serves a different demographic, so figure out which platform you should use based on your campaign goals and target audiences.

With the best practices for social media ads contained in our white paper, you’ll have all the tools you need to launch a social media ad campaign that will drive your advocacy engagement through the roof. The power of social media is at your disposal. Don’t wait. Get started today.

Click here to download our white paperAds for Advocacy: 8 Best Practices for Social Media Ads.

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