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Video Transcript

Once your ad is up and running, there are various techniques to optimize its effectiveness. One option is to target the same social ad at different demographics to see which customer segments respond best to particular messaging.

Another is to rotate images and develop ad copy variants to test which combinations of visuals and messaging are most effective at driving action from a specific audience. Developing ad variations also serves to prevent ad fatigue, which occurs when someone sees the same ad many times. An important thing to note is while you continue to pay for impressions, your chance of engaging users gets lower and lower. Rotating your ads will keep your campaign fresh and relevant.

This specifically happens when advertising on Twitter, so if you want the same ad to appear for more than a few days, you’ll need to duplicate and refresh it on a regular basis.

It’s also important to note that when you promote a post or a Tweet through a social ad, it is pushed to a much larger audience than an organic post and often results in a flurry of social activity. Plan to dedicate resources to monitoring your social ads so you can quickly address questions and concerns from your audience and combat any hostile commentary or spam if it arises.

Ad testing is a necessary, ongoing process through which you learn the best way to approach paid social promotion for your company. You’ll want to do a lot of it in order to see what’s effective and what isn’t. That said, it’s always helpful to keep in mind that the ultimate goal of paid social ads is to drive meaningful action and engagement from a pool of well targeted prospects.