Meta Ads Not Performing? Here’s 4 Ways to Improve Performance

Advertising on Meta is getting increasingly difficult, with an insane amount of competition resulting in rising costs and poorer performance for many brands. Whilst meta ads have certainly changed, it doesn’t mean they don’t still have the potential to be transformative for your brand. We’re here with 4 different things to try, from getting your branding right with the right design agency in Manchester through to your budget allocations, to help streamline your strategy and improve your performance.

Invest In User Generated Video Content

To advertise effectively on meta, having good video content is absolutely essential. Whilst static ads still have their place, users can now see through clear advertisements, and when you’re targeting brand new users and introducing them to the brand, your ads need to come across as much more natural and authentic, which is where user generated content comes in. UGC (user generated content) is video created by the “user”, typically someone who is within your target demographic and cares about the product, but is paid or compensated to create the content for you.

Seeing someone that the customer relates to loving a product builds trust and authenticity, resulting in higher engagement, a stronger sense of community and ultimately, better performance. Whilst these ads may not result in an immediate purchase, depending on the industry you’re in, they can draw qualified users to your brand that will then be retargeted as they move through your marketing funnel. You can set up the best campaigns and create incredible audiences, but without the right content, you won’t get very far.

Don’t Spread Yourself Too Thinly

Another common mistake made is that brands spread themselves too thinly in terms of budget. If you put a small amount of budget into a large number of campaigns, you likely will see poorer performance. This is because meta’s performance is based on data, so when a campaign starts receiving purchases or leads, meta learns from that interaction to target more similar people who are likely to also convert. When you keep more budget in one campaign, the learning improves as the algorithm learns who to target more efficiently, and often, performance improves. This learning process slows down when budget is spread out, so having fewer campaigns with higher budgets is optimal.

Consistent Branding Across Platforms

Last but not least, having consistent branding across platforms is key to success on meta. The majority of your targeting on meta will likely be new customers if your aim is to grow a business, and so people won’t be familiar with your brand. In an age of fake brands and products, as well as scams, trust and authority is a huge factor for people when they’re purchasing.

One way to reinforce trust is to have stability across your website, socials, ads and more, so that when a user sees an ad then lands on the website, everything feels seamless and makes sense. This, alongside incorporating trust signals such as reviews on ads and your website, which a good web development agency Manchester-based can help you with, and trusted payment methods in your checkout, will help to build trust and can transform your ad performance. Working with a branding agency in Manchester can help you to get this consistency!