In today’s fast-paced digital world, paid social advertising is an essential tool in any marketer’s arsenal. However, with such a wide range of strategies, platforms, and tactics available, knowing what works best can be a daunting challenge.
Recent insights from a comprehensive report by Metadata reveal some surprising truths about the paid social landscape, offering key takeaways that can help marketers optimise their campaigns for maximum impact.
The Call to Action Conundrum
Getting your call to action (CTA) right can be the difference between a campaign that soars and one that flops. On LinkedIn, the “Download” CTA reigns supreme, with the highest click-through rate (CTR) and lowest cost per lead (CPL). This CTA is ideal for professionals who seek quick, value-packed content.
On Facebook, the “Learn More” CTA is the most popular, though “Download” proves to be the most cost-effective for lead generation. The lesson here is clear: for B2B marketing, ensure your CTAs are clear and value-focused. Testing different CTAs is key to finding what resonates with your specific audience.
Nailing the Perfect Headline
Headline length can significantly impact campaign performance. On LinkedIn, the sweet spot is between 90 and 99 characters, where CTR peaks and CPC is optimised. Meanwhile, Facebook rewards the extremes; both very short and very long headlines outperform others in CTR and CPC.
To master the art of headline writing:
- For LinkedIn, aim for concise yet informative headlines, giving enough context to engage.
- On Facebook, experiment with both shorter, snappier headlines and longer, story-like ones.
Visual Content: Image vs Video Showdown
In the battle of images versus videos, data reveals a nuanced picture:
- On LinkedIn, images deliver superior lead generation performance with a significantly lower CPL compared to videos. Videos, though lower in CPL, tend to have a higher CPC.
- On Facebook, videos capture attention more effectively, leading to higher CTRs, though they tend to be less efficient in generating leads due to higher CPL.
Recommendations:
- For LinkedIn, stick to images for cost-effective lead generation, and reserve videos for high-impact messaging.
- For Facebook, videos are best for building brand awareness, while images provide better cost efficiency for leads.
Conclusion: Crafting Your Paid Social Strategy
While there are no one-size-fits-all solutions in paid social advertising, some key principles have emerged from this analysis:
- Tailor CTAs to each platform’s audience and campaign objectives.
- Fine-tune headline lengths based on platform preferences.
- Use the right visual content mix to balance engagement and cost-efficiency.
By leveraging these insights, marketers can craft smarter, data-driven campaigns that drive better engagement, deliver more qualified leads, and ultimately boost ROI in their paid social efforts.
Source:
https://metadata.io/resources/blog/b2b-paid-social-benchmarks
