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  • Writer's pictureLeedr

How to set up a social media ads campaign


Using digital ads for your business is more than just creating an ad. There’s a structure that you need to follow in order to make sure you have a well-structured and successful marketing strategy. With billions of potential customers active on various social platforms, tapping into this vast audience can significantly boost your brand's visibility, drive leads, and convert prospects into loyal customers.


Navigating the ever-changing landscape of social media marketing can be overwhelming, especially for those new to the game. That's why we've put together this comprehensive guide to help you create a successful social media campaign tailored to your business needs.


Let’s jump right in! We'll show you how to leverage the power of a well structured campaign and turn it into a magnet for loyal customers. Buckle up, because we're in for an exciting ride filled with creativity, innovation, and simple-yet-effective strategies that will bring real results to your business!


Awareness, Consideration, Decision (ACD)

You might have heard of this thing called the Awareness, Consideration, Decision (ACD) funnel – and trust us, it's a game-changer!



Picture this funnel as your secret weapon to guide potential customers through their buying journey. It's like being the cool tour guide that leads them from "Hey, what's this all about?" to "I'm interested!" and finally, "Okay, let's do this!"


In plain English, the Awareness stage is all about making your brand known to the world. Think of it as shouting from the rooftops (but in a non-spammy way) and letting everyone know you exist. Boosted social media posts and eye-catching content are your BFFs here, helping you spread the word and catch the attention of the right people.


Now, moving down the funnel to the Consideration stage – this is where things start to heat up. Your potential customers are intrigued, and they're looking for more info. PPC lead ads and email marketing (we call them eDMs) are your secret weapons here. They'll entice folks to raise their hands and say, "Hey, I want to know more!" It's like pulling them closer to your brand, one engaging ad at a time.


Last but not least, we've reached the Decision stage. This is the make-or-break moment, the "seal the deal" time. It's like being on a date and deciding if you're in it for the long haul. In the Decision stage, you need some powerful tools in your arsenal: nurture email drip series, display retargeting, and cart abandonment ads. These babies will gently guide your prospects towards hitting that "Buy Now" button, making them your loyal customers.



Remember, each stage of the funnel requires a different approach and digital elements. It's like tailoring your message to fit your audience's needs and interests at every step of the way. So, be smart, be strategic, and let's lead those potential customers down the path of becoming your biggest fans!


Why use ACD?

But why should you even use the ACD funnel? Picture this – you're all hyped up about running some ads for your business. You've got this brilliant product or service, and you can't wait to tell the world about it. So, without thinking much, you hit that "Boost Post" button or fire up those PPC ads, hoping for the best.

But here's the thing: if you skip considering the Awareness, Consideration, Decision funnel, it's like shooting arrows in the dark. You have no clear direction, no plan, and no idea if you're hitting the target or just wasting your time and money.

It's like trying to sell ice cream to someone who has no idea what ice cream is – they'll look at you like you're speaking a different language. Without building that initial awareness, your audience won't know who you are or what you offer. It's like trying to propose marriage on a first date – it's just too soon, and you'll scare them away!

So, you might end up targeting the wrong people with your ads. It's like trying to sell high-end fashion to someone who's looking for gardening tools. They'll be confused and wonder why they're seeing stuff that's totally irrelevant to them.

And let's not forget about the money. When you don't have a proper funnel strategy, you might as well be throwing coins into a wishing well. Your budget gets drained without getting much in return. It's like spending all your savings on lottery tickets and never winning the jackpot.

Plus, without guiding your potential customers through the stages of consideration and decision-making, you risk missing out on golden opportunities to seal the deal. It's like hosting a party and not inviting your friends to join in – you're left with an empty room and no fun.


And guess what? You won't have any clue what's working and what's not. Without the funnel, it's like trying to bake a cake without a recipe – you have no idea how much sugar, flour, or butter to use. You'll be stuck in the dark, never knowing which ads are bringing you success and which ones are falling flat.

So, to avoid this marketing mishap, take a step back and think about the Awareness, Consideration, Decision funnel. It's like having a GPS for your marketing journey – it guides you, keeps you on track, and ensures you reach the right destination. So, let's buckle up and start funneling those awesome ads to success! 🚀


Awareness

The first stage of our social media campaign is the Awareness stage! This is where we let the world know we mean business (in the best way possible, of course).


The goal here is simple: we want to get our brand out there, be seen, and be heard. Imagine this stage as a big virtual billboard showcasing our awesomeness to potential customers. And guess what? Boosted social media posts and killer content are our secret weapons to make it happen!


Boosted social media posts are like giving your regular posts a power-up. It's like turning on the megaphone and shouting, "Hey, check this out!" to a larger audience. By putting a little money behind these boosted posts, we can reach more people who might not have seen our regular content. It's like casting a wider net to catch those interested fishies.

But it's not just about boosting anything and everything. No, no, no! We need to be smart about it. We'll focus on the posts that really represent our brand and have the potential to capture attention. You know, those eye-catching visuals, witty captions, and valuable content that make people go, "Wow, I need more of this in my life!"

Now, let's talk about killer content. This is the stuff that stops people mid-scroll and makes them say, "Wait, what's this all about?" It could be a striking image, a captivating video, or a thought-provoking blog post – anything that resonates with our target audience. Remember, quality over quantity, my friends. It's better to have one killer post than a hundred meh ones.


Next on our digital elements list is engaging blog content. These babies are like our secret weapons to show off our expertise and provide real value to our audience. It's like having a treasure trove of knowledge that we're excited to share with the world.


Our blog content should be like a magnet, attracting people who are genuinely interested in what we have to say. We'll dish out helpful tips, interesting stories, and maybe a sprinkle of humour to keep them hooked. It's like having a conversation with a friend – friendly, engaging, and memorable.


It’s important to remember here that you’re not selling yet so this content isn’t an ad and doesn’t have a call to action (CTA). All you’re doing here is putting content about your business, the outcomes you provide, and your values the audience.


Oh, and speaking of our audience, at this stage, we're not being too picky. We're casting that wide net, remember? So, we'll target a broader audience – people who share interests, demographics, or behaviours that align with our brand. We want to grab their attention and make them curious enough to stick around for the next stage by creating an audience of these people and use that audience to show them ads in the next stage of the funnel.



And that’s the Awareness stage! We're putting ourselves out there, boosting our best posts, and showing off our killer content to the world. It's like the opening act of a rock concert – we're warming up the crowd, getting them excited, and setting the stage for an epic performance! So, let's get out there and make some noise! 📣


Consideration

On to the next exciting stage of our social media campaign – the Consideration stage! This is where things start to get really interesting.



So, picture this: you've got people's attention, and they're intrigued by your brand. They're like, "Hmm, this looks promising, tell me more!" Now, it's our chance to woo them and turn that spark of interest into a full-blown flame of enthusiasm.


To do that, we've got some powerful tools up our sleeves – PPC lead ads and good ol' email marketing (also known as eDMs). These bad boys are like our trusty wingmen, helping us make that connection with potential customers and keep them engaged.


First up, PPC lead ads – the superheroes of the Consideration stage! These ads are like virtual hand-raisers, saying, "Hey, I'm interested, sign me up!" They're designed to capture leads by offering something valuable in return – like an awesome discount, a freebie, or exclusive access to top-notch content. The aim is to build a database.


It's like being at a party and someone offers you a delicious appetiser – you're intrigued and want to know what other treats they have in store. These lead ads work in a similar way, enticing folks to give us their contact info and take that first step towards building a deeper relationship.


And speaking of relationships, that's where eDMs come into play. Picture them as the love letters of the digital age. These emails are our chance to charm our leads and keep the conversation going. We'll send them awesome content, helpful tips, and maybe even a little surprise or two.


It's like having a pen pal that's genuinely interested in you and what you have to say. These emails help us nurture those leads, build trust, and keep our brand at the forefront of their minds. Because, let's face it, we all love a good conversation and a brand that cares, right?


Now, when it comes to targeting our audience at this stage, we need to get a little more specific. Remember, these are folks who've shown some interest, so let's not waste time on random strangers. It's like inviting those party guests who showed up at our doorstep and are eager to be part of the fun.


We'll target those who've engaged with our previous content, maybe visited our website, or interacted with our social media profiles. These are the people who've shown a glimmer of interest, and it's our chance to make a lasting impression on them.



That’s the Consideration stage in all its glory! We're capturing leads, engaging with our audience through email, and building those meaningful connections. It's like the sweet spot of the dating game – getting to know each other better and setting the stage for something special. So, let's make the most of this stage and keep the momentum going! 💪


Decision

We've made it to the grand finale of our social media campaign – the Decision Stage! This is where the magic happens, where potential customers are ready to take the plunge and become a customer.



So, what's the lowdown on the Decision stage? Think of it as the "Seal the Deal" moment. Our hard work from the previous stages has paid off, and now we're ready to turn those interested folks into loyal customers. It's like reaching the peak of a roller coaster – the anticipation is real!

To make this happen, we've got some serious digital firepower at our disposal. First up, we've got the nurture email drip series – our secret weapon to keep the conversation going with potential customers. It's like having a friendly guide that leads them down the path to making a decision.

This series of emails is all about building trust and showing them why our brand is the bomb. We'll send them things that will help them make a decision at this stag such as testimonials from happy customers, and case studies showing how effective the solution is. It's like sending a warm hug through the digital realm – comforting and reassuring that they’re making the right choice.

Next on the list are the display retargeting and cart abandonment ads – our trusty sidekicks in the Decision stage. These ads are like little reminders that say, "Hey, don't forget about us! We've got something special waiting for you!"


You know that feeling when you're shopping online, add something to your cart, and then get distracted? These ads are here to gently nudge those abandoned cart users and remind them to come back and complete the purchase. It's like having a helpful shopping assistant who's always looking out for you.


And guess what? These ads aren't just for the cart abandoners; they're also for our previous website visitors. It's like welcoming back old friends who've visited our site before. They've shown strong interest, and now it's our chance to show them what they've been missing.

But we're not stopping there! We've also got sales PPC ads in our arsenal. These ads are like flashing neon signs saying, "Deal of a lifetime – don't miss out!" They're designed to grab attention and create a sense of urgency.


We'll be smart about it and target those potential customers who've already shown strong interest in our brand during the Consideration stage. It's like serving up the perfect dish to the right crowd – they're hungry for what we've got, and we're ready to satisfy their cravings.


So, in a nutshell, the Decision stage is all about making it easy for potential customers to say, "Yes, I want what you've got!" With our nurture email drip series and those strategic retargeting ads, we're here to guide them through the final steps of the buying journey.

We're targeting folks who've shown strong interest in our brand, like those website visitors who keep coming back for more. Plus, we're giving some extra love to those abandoned cart users, helping them make that final decision to hit that "Buy Now" button.


And there you have it – the Decision stage! We're on the cusp of converting leads into loyal customers, and it's like the climax of an epic movie – the suspense is real! So, let's give it our all and make this Decision stage the grand finale our campaign deserves! 🎬🏆


Integration and Cross-Promotion

Now it's time to talk about the secret sauce that makes our social media campaign a powerhouse – Integration and Cross-Promotion of Campaign Components! This is where we bring everything together, like a perfectly orchestrated symphony, to create a winning strategy.


So, what's the deal with this Integration stuff? Well, it's all about having a game plan that connects the dots across different digital elements. Think of it as building a strong bridge that leads our audience from one stage of the campaign to the next. It's like having a smooth, seamless journey for our potential customers.

Why is this so important, you ask? Well, imagine if our social media posts were all over the place, with no clear direction or consistency. It'd be like throwing spaghetti on the wall and hoping something sticks. Not a good look, right?


By having a cohesive strategy, we ensure that every digital element supports our campaign's main message and goals. It's like having a clear roadmap that guides us and our audience towards success. Plus, it makes us look like pros who know what they're doing!


Now, let's talk about Cross-Promotion – our secret weapon to reinforce the campaign message. It's like the tag team of the marketing world! We're using each component to boost the others and create a powerful impact.

For example, we'll use our engaging blog content to fuel our social media posts. It's like taking the best moments from our blog and turning them into bite-sized gems for our followers. And the best part? It keeps our audience hungry for more – it's like leaving them wanting an encore!


And let's not forget about leveraging those nurture email drip series. We'll sprinkle some social media magic into our emails, linking to our latest boosted posts and encouraging our subscribers to join the conversation. It's like a dance between different channels – they complement each other and keep the rhythm flowing.


But we're not stopping there – oh, no! We'll even get our PPC lead ads in on the action. How? By using our awesome social media posts as a blueprint for our ad copies. It's like taking the best lines from our posts and giving them a chance to shine even brighter in our ads.


By creating this synergy between different channels, we're maximising our impact and giving our campaign a powerful boost. It's like having an all-star team where everyone plays their role to perfection, lifting each other up and achieving greatness together.


There you have it – Integration and Cross-Promotion of Campaign Components! We're bringing everything together, creating a cohesive strategy, and leveraging each element to reinforce our message. It's like building a strong foundation for our campaign, setting the stage for an epic performance. 🚀🎉


Setting Goals and Measuring Success

Let’s look at setting goals and measuring success for our ripper social media campaign! This is where we get clear about what we want to achieve and how we'll know if we're nailing it.



First up, let's define some clear objectives for the campaign. It's like setting our compass in the right direction. We need to know what we want to achieve – whether it's boosting brand awareness, generating leads, or driving those sweet sales. Knowing our goals helps us stay focused and on track.


Now, we'll be smart about it and identify Key Performance Indicators (KPIs) for each stage of the campaign. For the Awareness stage, we might look at things like social media reach and engagement – how many eyeballs are on our posts and who's showing love for our content.

Moving on to the Consideration stage, we'll keep an eye on those lead generation KPIs. It's like counting the number of folks who've signed up for our email list through the PPC lead ads – that's a ripper indicator of interest and potential customers lining up. Also look at the email metrics for your eDM's and nurture such as open rate, click rate and if people are completing the nurture sequence.


And when we hit the Decision stage, we'll be all about measuring conversions. It's like counting the cash in the till – we want to know how many folks hit that "Buy Now" button after seeing our retargeting and cart abandonment ads.


To track and analyse all this data, we'll need some top-notch tools. It's like having the right gear for the job. There are heaps of great analytics platforms out there, like Google Analytics and social media insights, that'll help us keep tabs on our campaign performance.

With these tools in hand, we'll dig into the metrics like pros. We'll track website traffic, email open rates, conversion rates – the whole shebang! It's like reading the tea leaves to see how well our campaign is brewing.

And remember, measuring success isn't just about patting ourselves on the back. It's like a learning experience that helps us fine-tune our strategy for even better results. If we notice some areas that need a bit of a boost, we'll tweak our approach and give it another go.

That’s setting goals and measuring success for our ripper social media campaign! We're defining clear objectives, identifying KPIs for each stage, and using the right tools to track and analyse our performance. It's like putting on our detective hats and making sure our campaign is on track for the best outcome! 🕵️‍♀️🎯


Budgeting and Optimisation

Let’s look at Budgeting and Optimisation for our awesome social media campaign. This is where the rubber meets the road, and we make the most of our hard-earned bucks!


First things first – Budgeting! We’ve got be like the good old farmers, carefully dividing up the budget among our different campaign components. It's like sowing seeds in the right places to reap a bumper harvest. We wanna make sure each part of the campaign gets its fair share.


Planning the budget for our social media campaign is a key step to ensure its success. We want to be savvy with our spending and make the most of our resources. Here's how we can do it:


1. Determine Your Campaign Objectives: Before diving into budget planning, we need to be clear about our campaign objectives. Are we aiming to increase brand awareness, generate leads, or drive sales? Each objective may require different investments, so nailing this down is crucial.

2. Calculate the Minimum Spend: To determine the minimum spend, we'll need to consider several factors. First, we should assess the size of our target audience and how much we want to reach them. Some platforms may require a minimum spend for effective reach, so that's something to consider.


3. Set a Cost per Conversion (CPA) Goal: The cost per conversion is a vital metric that helps us understand how much we're paying for each desired action (e.g., a sale or lead). To set a CPA goal, we'll need to analyze past campaigns or industry benchmarks. It's like figuring out the maximum price we're willing to pay for a piece of the action.


4. Calculate the Budget Based on CPA: Once we've set our CPA goal, we can work backward to calculate the budget. For instance, if we want 100 conversions and our target CPA is $10, then the minimum budget required would be $1000.


5. Consider the Split between Stages: Now, let's talk about how to allocate the budget among the three stages – Awareness, Consideration, and Decision. The split should be based on the expected impact of each stage on the overall campaign goal.


  • Awareness Stage: Since this is about getting the word out, we may want to allocate a reasonable chunk of the budget here to reach a wide audience and build brand recognition.


  • Consideration Stage: As we move potential customers further down the funnel, we can allocate a portion of the budget to engage with them through PPC lead ads and nurture email drips.


  • Decision Stage: Finally, for the Decision stage, we can allocate the remaining budget to those cart abandonment and retargeting ads that help seal the deal with potential customers on the brink of converting.


6. Be Flexible and Monitor Performance: Budget planning isn't set in stone. It's like navigating through rough waters – we may need to adjust as we go along. Keep a close eye on performance metrics like click-through rates, conversion rates, and ROI. If certain stages are performing exceptionally well, we can adjust the budget accordingly to capitalise on the opportunities.


7. Test and Iterate: It's essential to keep experimenting and learning from the campaign's performance. It's like fine-tuning our recipe to perfection. By testing different strategies and monitoring results, we'll continuously improve our budget allocation for maximum impact.


With a clear plan, an eye on performance, and a willingness to adjust as needed, we'll be set for a successful social media campaign 🎉🚀


But hang on, the work doesn't stop there! We're not just gonna kick back and relax. No way! We'll be like the footy coaches, closely monitoring and optimising the campaign in real-time. It's like making lightning-fast moves to keep the game in our favour.


And when we spot something that needs a bit of tweaking, we'll roll out the A/B testing guns! It's like doing a taste test at a sausage sizzle. We'll serve up different versions of our ads to see which one sizzles the best with our audience.


Split testing, also known as A/B testing, is a powerful technique that can supercharge the performance of our social media campaign. It allows us to test different variations of elements, such as creative, copy, audiences, locations, and ad types, to see which ones perform the best. Here's how we can make the most of split testing:


  • Creative Elements: Start by testing different visuals, images, videos, or graphics in your ads. It's like trying on different outfits to see which one suits you best. Run two versions of the same ad with only the creative elements changed. This way, we can identify which visuals resonate most with our audience and drive better engagement.


  • Copy: Test different ad copies to see which one strikes a chord with our audience. It's like crafting two different stories to see which one captivates the crowd. Play around with the wording, tone, and messaging in the ads to find the most effective combination.


  • Audiences: Split testing also allows us to experiment with different target audiences. It's like inviting different groups of people to our party to see who's having the most fun. Create two or more ad sets, each targeting a distinct audience segment. This helps us discover which audience responds best to our campaign.


  • Locations: If our business targets different locations, we can use split testing to figure out which ones have the strongest response to our ads. It's like sending postcards to different cities and seeing where the most postcards get a response. We'll set up ad sets targeting different locations to identify which areas yield the highest engagement.


  • Ad Types: Social media platforms offer various ad formats, such as carousel ads, video ads, and slideshow ads. With split testing, we can find out which type resonates most with our audience. It's like trying different flavours of ice cream to find the crowd favourite. Run two versions of the same ad using different formats to compare their performance.


What to do with the results:


Once we've run our split tests and gathered data, it's time to roll up our sleeves and dig into the results. It's like solving a mystery to reveal the winning formula!


  • Analyse the Data: Look at the performance metrics of each variation. Pay attention to key indicators like click-through rates, conversions, engagement, and return on investment.


  • Identify the Winners: Compare the performance of the different elements being tested. Identify the variations that outperformed the others. These are the gems that deserve a spot in the spotlight.


  • Implement the Best: Based on the results, roll out the winning variations to our main campaign. It's like picking the champion horse to run the race. Use the most successful creative, copy, audience, location, or ad type in our future campaigns.


  • Keep Testing: Remember, the split testing journey doesn't end here. It's an ongoing process of learning and improvement. It's like fine-tuning our skills in the game of cricket. Keep experimenting with new ideas and optimising our campaign for even better results.


Now, we're not just flying by the seat of our pants here. We're gonna plan our optimisation experiments like top-notch strategists. It's like plotting out our next adventure. We'll be clear about what we want to test, set goals, and keep track of the results.


Remember, this optimisation game is an ongoing journey. It's like fine-tuning a classic recipe until it's spot on. So, let's budget smartly, keep our eyes on the prize, and make the most of every opportunity to optimise.


Case Study

Here’s an example of a successful social media campaign that knocked it out of the park! We'll be taking a sneak peek behind the scenes, breaking down their genius strategy, and dishing out some valuable lessons for our own campaigns. Let's dive in!



A. Brief Overview:

Meet "Aussie Adventures," a travel agency specialising in adventure tours across Australia. They wanted to boost their brand awareness, drive bookings, and create a loyal fan base. So, they rolled up their sleeves and unleashed an epic social media campaign that had everyone talking about the wonders of Down Under.

B. Step-by-Step Breakdown:

  • 1. Setting Clear Objectives: Aussie Adventures had their sights set on specific goals – increasing brand awareness, driving bookings, and building a loyal community. They knew exactly what they wanted to achieve, and that set the course for their campaign.

  • 2. Audience Research: They did their homework and got to know their audience. By understanding their target market's interests and pain points, they crafted content that spoke directly to their hearts.


  • 3. Captivating Creative: Aussie Adventures turned heads with stunning visuals and engaging videos of their adventures. It was like taking a virtual journey through the Australian outback. Their creative captured the spirit of adventure and had their audience longing to explore the Land Down Under.

  • 4. Tailored Ad Formats: They used different ad formats across platforms. From enticing carousel ads to attention-grabbing video ads, they tailored their approach to suit each platform's strengths. It's like having the perfect tool for every job.

  • 5. Strategic Timing: Aussie Adventures were smart about timing their posts. They knew when their audience was most active and ready for new adventures. By being in sync with their followers, they maximised engagement.


  • 6. Community Engagement: They weren't just about talking at their audience; they listened and engaged too! They responded to comments, shared user-generated content, and ran fun contests. It was like building a big family of adventure enthusiasts.


  • 7. Optimisation on the Fly: They constantly monitored their campaign's performance and made swift adjustments when needed. If a particular ad wasn't soaring like an eagle, they'd try something new and learn from the results.


C. Key Takeaways and Lessons:

  • 1. Know Your Goals: Set clear objectives for your campaign right from the start. It's like having a roadmap to guide your journey.

  • 2. Understand Your Audience: Get to know your audience like friends at a bbq. The more you understand them, the better you can connect with them.


  • 3. Get Creative: Don't be afraid to let your creative juices flow. Visuals and videos can be your secret weapons to capture attention.


  • 4. Be Platform-Savvy: Tailor your approach for each platform. It's like speaking the language of your audience.


  • 5. Timing Matters: Find the best times to engage with your audience. It's like catching a wave at the perfect moment.


  • 6. Engage and Listen: Social media is a two-way street. Engage with your audience, respond to their comments, and make them feel valued.


  • 7. Be Agile: Stay flexible and optimise as you go. It's like adjusting your sails to catch the wind.

Learn from their triumphs and let their strategies inspire your own campaign. With a little bit of grit, creativity, and a whole lot of determination, you too can make a splash. 🇦🇺🚀


Conclusion

We've reached the end of our journey through the world of social media campaigns! Let's wrap it up with some cracking final thoughts:


A. Recap on the Import stuff:

A well-structured social media campaign is like the backbone of our digital presence. It's the secret sauce that spices up our brand awareness, leads, and sales. By using the Awareness, Consideration, and Decision funnel, we can guide our audience through the stages and turn 'em into loyal customers. Remember, it's all about building that strong connection with our audience and making a splash in the digital landscape.


B. Encouragement to Get Started:

For all you awesome business owners out there, don't be shy – it's time to dive into the world of digital marketing! With these top-notch strategies and insights, you've got all the tools to rock it like a pro. Get creative, be authentic, and don't forget to have fun along the way. It's like a thrilling adventure, and you're the hero of the story!


C. Final Thoughts on Adaptability:

Now, listen up – the digital landscape is always changing, like the tides of the ocean. So, we gotta stay nimble and adaptable. It's like riding the waves and adjusting our sails to the wind. Keep monitoring performance, analysing data, and making those smart tweaks. By continuously improving our campaign, we'll stay ahead of the game and keep that momentum going strong.


It's time to go out there and conquer the digital world! Remember, you've got the knowledge, the tools, and the determination to make your social media campaign a roaring success. So, take the plunge, experiment fearlessly, and let your creativity run wild. Cheers to a bright future and a thriving digital presence! 🚀🌟


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