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Media and Communications

How to Design Your Ad with Hootsuite Ads

How to Design Your Ad with Hootsuite Ads

Now that we’ve started a new Campaign, named
it, tagged it, and picked a campaign objective, it’s time to begin designing your ads. While the workflow in Hootsuite Ads may look
different than what you’re used to, there is a definite logic to it. You’ll be able to create numerous variations
during this phase to take your testing and optimization to the next level, and, you’ll
be doing it up to 5 times faster than on native platforms. Start by choosing either a normal or carousel
ad type, then link your campaign to the relevant Facebook Page. Next, add copy to your ad by filling out the
headline and text sections. Notice the plus signs at the end of these
categories. These are for adding alternate versions of
these elements for testing. Testing is the key to finding what connects
best with your audience. Experiment with different styles of copy,
such as direct vs. indirect and long vs. short. Then, add visual assets to your campaign in
the same way. Hootsuite Ads includes a Gallery option where
assets from your organization can live. Or, you can upload individual images or videos. Hootsuite Ads also includes image editing
tools for cropping, editing, and adding text. Choose multiple images or videos so Hootsuite
Ads can home in on what converts best. There are some best practices for the amount
of creative to test. First, consider your budget. If you’re working with a smaller budget,
we recommend testing only 2 to 3 variations. Those with larger budgets and audiences could
consider testing up to 10. This applies to both your visual assets, and
your ad copy. Next, add the URL for the landing page, a
display link, which should match your website URL, and a link description that will appear
below the link. Now select a call to action. For this example, we’ll be testing “Book
Now” against the more indirect “Learn More” to see what results in more conversions. In the Placement and Previews section, pick
where your ads will appear, and preview what they will look like once published. Play around with a variety of placements to
see what type performs best. And remember to consider device type, since
your audience may have a preference between Desktop and Mobile. Now you’re ready to see the true power of
Hootsuite Ads. By combining the assets you added, Hootsuite
Ads automatically created a batch of ads with every possible combination, a task that would
have taken hours using the native tools. Some advertisers may need to test 2 different
ads against each other — without split- testing the creative. This is done using Ad Templates! Instead of Create all Permutations, you’ll
instead click ‘Test Ad Templates’. In Asset Manager, pick the existing ads you
want to test. Now move forward with split-testing them,
using the standard process. To finish off the ads design process, use
the Goal Tracking section to decide how you’ll measure the results of your campaign. Hootsuite Ads integrates with Google Analytics
and Facebook Pixels to accurately measure conversions. When using Google Analytics, enter a content
description which will appear in the URLS as a UTM, to make tracking easier. Hootsuite Ads helps with this by using Placeholders. Simply click the drop down and select the
naming convention you prefer. For Facebook Pixel, select the pixels you’d
like to track for this campaign; specifically, those most relevant to your campaign objective. Now is also a good time to save your campaign
as a draft. This way you can leave the platform and come
back to it at a later time.

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