The Three Must-Have Performance Metrics for Social Media Ads

When it comes to social media marketing, it can be hard to determine what counts as a successful piece of advertising content with so many metrics to look at. As a marketer, it’s imperative to narrow down what key performance indicators (KPIs) to focus on most. No matter what your social media channel of choice is, here are the three main performance metrics to determine a successful ad post.  

Focus on Quality

In order to determine how good your ad is, understanding the quality of the ad is vital. A low-quality ad is typically not served as frequently to audiences and tends to be more expensive to deliver. A high-quality ad will create value upfront and use verbiage that connects with its audience.

Take a look at the brand Starbucks for example. Starbucks offers value right away teasing the ever-popular Pumpkin Spice Latte drink and uses visuals that will resonate with the right audience. This teaser provides quality and the ads are served frequently during the right season.

Engage Your Audience

The engagement of your social media ad can be determined by a number of things. A low-engagement ad does not hit the number of interactions expected. A high-engagement ad catches the eye through a unique visual and gives a direct call-to-action. Starbucks does a great job at pulling together a never-before-seen visual of moods matched up with different drinks. The caption says, “Can we get a first day of spring vibe check?” telling the viewer to grab a drink for the first day of spring. Unique visuals like this will have you stopping your scrolling timeline to read more.

The Power of Conversion

The conversation rate of your social media ad is the main attraction. A poor ad conversion is if you find people clicking on your ad but not completing the next step. This increases the bounce rate. A high-performing conversion can be achieved by sprucing up your landing page with relevant messaging and a clear direction on taking the next step.

A Starbucks post about happy hour takes you back this landing page where the brand shows enticing messaging to get you to click more. By bringing in big names like Lady Gaga just before the conversion button, a user might be intrigued to click more, creating a micro-conversion on the landing page.

What’s Next? Now that you’re equipped with the three main performance metrics of social media advertising, it’s time to try them out for yourself. Stay focused on the quality of the ad, keep up the engagement and don’t just stop at the ad itself, keep the landing page experience enticing enough for that conversion to happen. Best of luck on your next social media ads.

Leave a Reply

Your email address will not be published. Required fields are marked *