SayPro Optimize poorly performing ads

Ad Optimization (01-16-2025 to 01-20-2025)
Optimize poorly performing ads by changing creative elements, adjusting targeting, and tweaking ad copy

1. Creative Element Optimization:

Poorly Performing Ads Identified:

• Image Ads on Facebook & LinkedIn: These ads showed low engagement (below 2%) and conversion rates (around 2.5% on Facebook, 3% on LinkedIn) compared to other ad formats like video and carousel ads. The ads were primarily static images with minimal messaging, which may have contributed to lower interest from the audience.
• Display Ads on Google: These ads had a high number of impressions but very few clicks (CTR around 0.5%) and a high cost-per-conversion, indicating that the creative was not resonating with the target audience.
• Instagram Carousel Ads: While Carousel Ads generally performed decently on Facebook, they underperformed on Instagram, with engagement rates around 1.8% and a conversion rate of only 2.2%.

Creative Changes Implemented:

1. Facebook & LinkedIn Image Ads:
   • New Visuals: The original image ads used generic visuals with limited product context. In the optimization phase, high-quality product shots were incorporated into the ad creatives, highlighting key product features or benefits. Images were made more dynamic and relevant by including lifestyle shots showcasing the product in action.
   • Additions of Text Overlays: Text overlays were added to the images to provide immediate context, such as offering discounts or emphasizing a limited-time offer, ensuring that the ad was compelling enough to draw attention.
2. Display Ads on Google:
   • Updated Visuals & CTA Buttons: The original display ads used dull, unappealing banners with generic messaging. These were replaced with more vibrant visuals that highlighted the core benefits of the SayPro product. Additionally, stronger CTAs like “Shop Now,” “Sign Up Today,” and “Get Your Free Trial” were added to the creatives.
   • Relevance Improvements: The creative was tailored to match the audience’s interests more accurately by showing specific benefits of the product for different user segments (e.g., for business users, for casual users, etc.).
3. Instagram Carousel Ads:
   • New Image Sequences: Carousel ads were revamped with a more sequential storytelling approach. The images now highlight the product features in a logical flow, with each card in the carousel focusing on a different aspect of the product or service, encouraging users to swipe through for more information.
   • Increased Focus on Emotional Appeal: More attention was given to creating emotional appeal through the visuals—showcasing happy customers, user testimonials, and real-life scenarios where the product could solve a problem.
   • Enhanced CTA: Each carousel card now included more compelling CTAs, such as “Swipe to learn more” and “Find out why this works for you,” leading to higher engagement.

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2. Targeting Adjustments:

Poorly Performing Targeting Identified:

• Facebook & Instagram Targeting: On both Facebook and Instagram, certain audience segments were underperforming, especially with broad interest categories. For instance, the ads targeting broad “technology enthusiasts” on Facebook had higher engagement but lower conversions, while audience segments focused on more niche interests like “business professionals” or “entrepreneurs” showed better conversion rates but lower reach.
• LinkedIn Ad Targeting: On LinkedIn, targeting professionals in all industries resulted in a scattered audience, leading to lower engagement and conversion rates.
• Google Display Ads Targeting: The Google Display network had been set to broad targeting, resulting in impressions from users who were not necessarily in-market for the product, driving up costs with low engagement.

Targeting Adjustments Made:

1. Refined Audience Segments on Facebook & Instagram:
   • Narrowed Interests and Behaviors: Targeting was narrowed to highly specific interest groups based on data gathered during the campaign, such as targeting “small business owners” and “entrepreneurs” for product-related ads and “tech enthusiasts” for product discovery ads.
   • Retargeting Campaigns: A retargeting campaign was implemented for users who had previously engaged with the campaign (clicked on ads, interacted with posts, or visited the website but did not convert). This strategy was aimed at re-engaging users who had shown interest but did not follow through with conversions.
2. LinkedIn Audience Refinement:
   • Job Titles and Industries: The LinkedIn targeting was refined to focus on key job titles that were more likely to benefit from SayPro’s services, such as “Marketing Managers,” “Business Owners,” and “Sales Directors.” Industry targeting was also narrowed to high-conversion sectors, like “Technology,” “Finance,” and “E-commerce.”
   • Company Size: Campaigns were directed to businesses of specific sizes, focusing on small to mid-sized companies that would likely need SayPro’s offerings.
3. Google Display Ads Targeting:
   • In-Market Audiences: Google’s targeting was shifted to focus on in-market audiences actively searching for products or services related to SayPro’s offerings, such as “software solutions,” “business automation tools,” and “productivity software.” This reduced the irrelevant impressions and targeted users with higher purchase intent.
   • Placement Targeting: Specific placements were selected for display ads, targeting high-performing websites and apps that aligned closely with the brand’s audience, such as business blogs and technology websites.

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3. Ad Copy Tweaks:

Poor Ad Copy Identified:

• Generic Messaging: The original ad copy for many of the static image and display ads was too generic and lacked a strong call to action or a sense of urgency. Many users didn’t understand the unique value proposition (UVP) of the SayPro product, leading to low conversions.
• LinkedIn & Instagram Copy: The copy on LinkedIn and Instagram ads did not adequately cater to the professional and social audiences respectively, which led to a disconnect between the ad and the audience’s interests.

Ad Copy Adjustments Made:

1. Improved Facebook & Instagram Copy:
   • Clear UVP and Urgency: The new ad copy clearly outlined the key benefits of using SayPro’s product, emphasizing how it would save users time, increase productivity, and drive business results. Urgent language like “limited-time offer,” “exclusive deal,” and “Act now” was added to encourage immediate action.
   • Personalization: On Instagram, copy was made more personalized by addressing specific pain points, such as “Tired of spending too much time on tedious tasks?” or “Discover how SayPro can revolutionize your workflow.”
2. LinkedIn Copy:
   • Professional Tone with Value Proposition: The ad copy was rewritten to resonate more with professionals, emphasizing business efficiency, ROI, and how the product could help solve industry-specific challenges. For example, “Boost your team’s productivity with SayPro’s cutting-edge solutions designed for professionals like you” was used to speak directly to decision-makers.
   • Stronger CTA for Lead Generation: The CTAs were adjusted to reflect a more business-oriented focus, such as “Learn More,” “Request a Demo,” and “Start your free trial today.”
3. Google Display Ads Copy:
   • Clear and Direct Messaging: The ad copy for Google Display Ads was rewritten to include more straightforward, action-oriented language. Phrases like “Get Started Today” and “See Why Businesses Choose SayPro” were used to drive user interest.
   • Reinforcing Product Benefits: The copy reinforced the value of the product in helping businesses streamline operations and increase efficiency, highlighting the core benefits in a concise manner.

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Performance Results After Optimization (01-16-2025 to 01-20-2025):

1. Facebook & Instagram Ads:

• Reach & Engagement: After optimizing the creative, targeting, and copy, both Facebook and Instagram saw a noticeable increase in engagement, with interaction rates climbing from around 2% to 4-5%.
• Conversion Rate: The conversion rate improved to 4.2% on Facebook and 4.5% on Instagram Stories, surpassing the previous rates of 3.5% and 3.2%, respectively.
• Cost-Per-Conversion: The CPC decreased from $12.50 to around $9.00, resulting in more efficient spending and a better return on investment.

2. LinkedIn Ads:

• Engagement & Conversions: LinkedIn engagement increased by 25%, with the conversion rate improving from 3.0% to 3.7%.
• Cost-Per-Conversion: The CPC reduced from $25 to $22, indicating better targeting and more efficient ad spend.

3. Google Display Ads:

• CTR & Engagement: The CTR for display ads increased from 0.5% to 1.2%, and the conversion rate jumped from 1.8% to 3.0%.
• Cost-Per-Conversion: CPC dropped from $15.00 to $10.50, resulting in a more cost-effective campaign.

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Conclusion & Recommendations:

• Creative Improvements: The changes to visuals, ad copy, and CTAs led to a significant improvement in engagement and conversions. Future campaigns should continue to test new creative formats and messages based on user feedback and performance data.
• Targeting Refinements: By narrowing the audience segments and focusing on high-conversion groups, the campaign achieved more relevant reach, leading to better conversion rates and lower CPC.
• Continued Optimization: Ongoing optimization efforts, such as A/B testing different creatives, experimenting with new targeting strategies, and refining ad copy for different platforms, will help maintain and enhance these results.

Moving forward, the SayPro Monthly January SCMR-8 campaign is expected to see continued improvement in its final phase by focusing on high-performing ads and refining areas that previously underperformed.