Best Practices for Social Media Advertising in Tech

A little-known success secret in paid acquisition: Jump on new ad formats once they drop. In my 10 years+ of growth marketing experience… Early adoption of new ad formats is one of the biggest drivers of growth in paid social. Here’s why this approach works so well: 1️⃣ Early-mover advantage Ad platforms like Meta prioritize new ad formats in their algorithms. Why? Because they want them to succeed. This means: - Lower CPMs - Higher engagement - A chance to capture attention before these formats become saturated For ex. Back at Postmates, one of our best campaigns on Snapchat was a new interactive format. We had this crazy ad which was a collection of 5-6 slides. As you tapped each slide, the glass (with a hamburger in it) would break and eventually reveal a coupon code. It was fun, engaging, and drove incredible results. 2️⃣ Experimentation leads to scale When Meta rolled out lead forms ads, we immediately saw the potential. With that format alone, I scaled my previous startup to $1M ARR. It’s saturated now. But those who jumped on it early reaped massive rewards. And I’m seeing similar momentum with LinkedIn thought leader ads now. Even with a lean budget at GrowthPair, experimenting with these has delivered significant results. If you’re not constantly testing, you’re leaving money on the table. 3️⃣ Resources you can tap into to stay ahead - Really Good Emails: collection of the best marketing emails - Marketing Subreddits: A hidden gem for ideas and discussion - Social Media Today: Great for the latest updates in paid social - AdBrownie: A fantastic library of the latest ad creatives for inspiration - Martech(dot)org: Keeps you in the loop on innovations in marketing technology This strategy is above keeping up with trends. By staying one step ahead and aligning with social media platforms’ interests, You stand to get rewarded immensely.

B2B Funnel Strategy for LinkedIn Ads TOFU, MOFU, BOFU Best Practices I often get asked about setting up a funnel strategy for LinkedIn Ads that can work across industries and budget sizes. While every business has its nuances, there are universal best practices that can help anyone get started and optimize over time. Here’s the breakdown: 👉 TOFU - Top of Funnel (Awareness) This is all about grabbing the attention of your ideal audience. 💥 Goal: Drive traffic and introduce your brand. 💡 Best Practices: Focus on engagement metrics—CTR, CPC, CPM. Use a variety of ad types: Single images for clarity and videos for storytelling Remember, volume is the focus. Get your brand in front of as many eyes as possible, and build a connection with your audience before they even consider clicking. 💡 Pro Tip: A higher CPC isn’t always bad if it generates quality traffic. The key is getting a significant sample size to analyze how prospects engage. 👉 MOFU - Middle of Funnel (Consideration) This stage nurtures the interest you captured at the top and builds credibility. 🔥 Goal: Educate and deepen engagement with those who showed initial interest. 💡 Best Practices: Retarget your TOFU audience by layering in content-focused ads (think case studies, testimonials, and thought leadership). Frequency is key! Keep your ads varied—don’t show the same asset repeatedly. Include brand-building ads and content that speaks to pain points and positions your solution as the answer. 💡 Pro Tip: Test using Doc Ads for ungated content to drive engagement. If the content resonates, these can be powerful tools for building credibility and trust with your audience over time. 👉 BOFU - Bottom of Funnel (Conversion) Now we’re talking direct action. By this stage, your audience knows who you are and what you do. They’re more familiar with your brand, and they’re ready to be asked for the sale or conversion. 🚀 Goal: Drive leads, conversions, or other bottom-line results. 💡 Best Practices: Use conversion-focused ad types—A/B test Lead Gen Forms with a clear, direct CTA. Focus on ads that highlight ROI, efficiency, and social proof (e.g., testimonials, reviews, highlights from case studies). Bring in attribution data here. Knowing the path your audience took to get here can help refine messaging and approach. 💡 Pro Tip: Don’t skimp on retargeting! Keep a light-touch layer of ads for longer sales cycles, such as text ads or follower ads, so your brand stays top-of-mind when they’re ready to take that last step. Remember: Every funnel will need tweaking, and that’s the beauty of LinkedIn Ads—you can keep optimizing as your strategy evolves. Set up your funnel, build those touchpoints, and be patient. Conversions happen with consistent engagement and refinement. What strategies have worked best for your funnel? Drop your insights below! 👇 #linkedinads #linkedinmarketing #funnelbuilder

Paid Social Creative Mix Best Practices: Dive deeper into how creativity fuels results.🎨 The Secret to High-Performing Paid Social? Your Creative Mix! 💡 You’re one creative decision away from skyrocketing your paid social results. It’s not just about ad spend anymore, but the right creative mix, which can make or break your campaign. Platforms like Meta, TikTok and LinkedIn are favoring engaging and scroll-stopping content. If you’re not adapting, you’re losing efficiency. So, how do you ensure your creative drives performance? 🚀 The Paid Social Creative Mix Best Practices for 2025 ✅ 1. Lean into Platform-Native Formats 🎥 Short-form videos dominate across social channels: TikTok, Instagram Reels and Facebook Stories. Meta’s algorithm prioritizes video-based ads, meaning motion-driven creatives outperform static images by up to 80%. 💡 Best Practice: Use teasers, high-energy videos under 15 seconds, with text overlays that engage even on mute. ✅ 2. Diversify Your Ad Creative for Different Audiences Your audience segments engage with content differently; what works for one won’t work for all. Test multiple creative formats to match different funnel stages: 🔹 Top-of-Funnel: Thumb-stopping videos & interactive content 🔹 Mid-Funnel: Carousel ads to showcase features or benefits 🔹 Bottom-Funnel: High-converting testimonials & UGC-style content ✅ 3. UGC & Influencer-Led Content Wins Authenticity drives conversions! User-Generated Content (UGC) and influencer-led ads feel native to feeds, increasing engagement and trust. 💡 Best Practice: Use real people, organic-feel visuals, and social proof, modern consumers trust peers over brands. ✅ 4. Hook Viewers in the First 3 Seconds The scroll is brutal. If your ad doesn’t hook attention immediately, it’s wasted spend. The best-performing paid social creatives: 🔥 Start with a bold question, shock factor, or intriguing statement 🔥 Feature big, clear text overlay to reinforce messaging 🔥 Optimize for silent viewing (85% of social videos are watched without sound) ✅ 5. Keep Experimenting, because Creative Fatigue Kills Performance Ad fatigue is real! If you’re seeing declining CTRs, your audience has seen your ad too many times. 💡 Best Practice: Refresh creatives every 2-3 weeks, testing slight variations in copy, visuals, and CTAs. ✅ 6. Data-Driven Design: Let Analytics Guide Your Creativity Your best-performing creatives aren’t just artsy, but they’re backed by data. Analyze: 📊 Which visuals drive the highest CTR? 📊 What ad length leads to the most conversions? 📊 Which colors and styles get the most engagement? 🔥 Pro Tip: Use heatmaps, A/B tests, and engagement analytics to refine your creative strategy. #PaidSocial #DigitalMarketingStrategy #SocialMediaAds #PerformanceMarketing #CreativeStrategy