Optimising paid social campaign activity entails testing different targeting, bidding and creative options to work out which are most effective at reaching objectives. Brands that continually optimise their ads on social media will be better placed to adapt to any changes on the platform and continue to reach their targets. This chapter covers:
- Creative: What approach must advertisers take to creative in order to optimise ad performance in social media campaigns?
- Automation: Which features on social platforms enable automation of campaigns, allowing brands to work more efficiently?
- Troubleshooting: Many different factors could have an impact on overall ad performance – what are the possible solutions to different scenarios?