Part 2 on How to Run Successful Social Media Campaigns
You’ve launched your ad, your targeting is solid, CTR looks decent, and the visuals are on point. But conversions? Still flat.
Part 1 addressed the more strategic approaches, such as incorrect campaign goals, slow-loading landing pages, and platform mismatches. Now it’s time to look deeper into the quiet killers, aka the things that don’t show up in dashboards but hurt your performance just the same.
Let’s get into the stuff most people don’t talk about, but absolutely should.
Sending Users to Your Homepage or a Generic Landing Page
Nothing kills a user’s interest faster than clicking an ad and landing on a page that has nothing to do with the ad they saw, and they have to search your website for the “benefits”.
If the ad says “20% off running shoes,” don’t send them to your homepage. Don’t make them search. You’ll lose them.
Instead, create a specific landing page.
- If you’re promoting a course, then link to that course page
- If you’re offering a discount, then link to the product with the discount applied
- If you’re running a webinar, then link straight to the sign-up form
No extra clicks. No confusion.
Ignoring Ad Comments/ Questions/ Feedback
It may seem minor, but leaving your ad comments unmonitored and unanswered is one of the easiest ways to lose trust fast.
If users comment on your ad, “Is this legit?” or “Never received my order”, and it just sits there, you’re not only losing that user, you’re also losing everyone who sees that comment.
Not responding to customer feedback comes across as not caring about misunderstandings or negative situations, which unfortunately can and do happen.
Users are more likely to return, even after a negative event, if the business acknowledges good or bad feedback, replies to comments, answers questions, shares user-generated content, updates clients/customers, etc.
Check ad comments daily. Hide spam, delete troll bait, and reply to genuine questions. It shows your brand is active, responsive, and not a bot farm.
Misleading or Overpromising Copy
Saying “Free Course” when it’s a 3-day trial with a credit card required? That’s how you burn trust and lose potential clients or customers.
Your ad might be getting clicks and views, but the bounce rate and frustration will cancel out any short-term wins. Plus, platforms like Meta do penalise misleading ads over time.
Instead, be clear! Ad transparency works in your favour, especially when building reputation and trust. Setting the right expectations attracts interested leads, builds trust, and keeps your campaigns performing better in the long run.
If it’s “free with sign-up” or “trial only,” say that. If you’re running a sale, say when it ends. Honest, specific copy converts better than bait-and-switch tactics.
Using Weak or Generic CTAs
Generic CTAs like “Learn more” and “Click here” are default options, and users treat them that way. They don’t inspire action.
Instead, use CTAs that match the user’s intent and what you offer them.
Examples
- Instead of “Learn more”, use “Grab your free guide”
- Instead of “Click here”, use “Book your 15-minute demo”
- Instead of “Sign up”, use “Get early access”
Make it clear what happens when they choose to click your ad and why they should care.
Ignoring Seasonality and External Events
Timing matters when it comes to running the perfect ad. If you are planning to launch a “back-to-school” campaign in the middle of summer holidays or to promote wool coats in early May, there will not be a lot of conversions.
Instead, keep a seasonal ad calendar. Even a simple doc with major dates or industry events will help you stay updated and plan accordingly.
Also, stay aware of the external context. A great ad can feel off if it ignores what’s happening in the world (elections, economic news, major cultural shifts).
Keeping up with events around the world doesn’t always mean adjusting your messaging, but it does mean being aware of what your audience is going through when they see your ad.
Conclusion
After getting all the main steps done, audience targeting, budget allocation, creative formats, etc., implement these smaller steps that can make or break your campaign and its results.
So if your ads look great on the surface but aren’t converting, and if you’re tired of guessing what went wrong, it might be time to shift your focus to the small stuff.
These aren’t glamorous fixes, but they’re the ones that move the needle and help you create successful social media campaings.
If you’re done guessing and want to improve results, let’s talk.
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