CHANNEL DEEP DIVE
PAID SOCIAL MEDIA

Start generating demand

PAID SOCIAL MEDIA: TOP TIPS

#1

Set goals: Consider what you're trying to achieve. Clicks? Sign-ups? Shares? Follows? The objective of your campaign will impact how you set up your ad and the Turtl Doc you choose to promote.

#2

Explore different content formats: Social channels like Linkedin have various Ad Formats (Video, Carousel etc) that provide limitless visual options. Explore these in conjunction with Turtl's sharing assets (Image, GIFs) and choose something that best complements your content.

#3

Prioritise CTAs: The right CTA can help your visitors through the buyer journey which directly impacts your conversion rates. Keep your Call-To-Action to the point, short, and prominent by including an action word.

#4

Optimise your Doc for mobile: With 57% of Linkedin users coming to the platform on their smartphones, your content needs to be optimized for mobile too. Ensure you've checked the mobile version of your Turtl Doc and streamlined it to offer the best experience.

#5

Lead generation: If you do decide to use your content to generate leads, consider using Linkedin's built in form in exchange for accessing your content - this increases your chance of sign-up as the journey is shorter.

#6

Use UTMs: Add a UTM tag to the URL of each post you create so you can understand what messaging is working best. Having a consistent naming strategy for your UTMs wil make your analysis much easier going forwards.

#7

Review Turtl Analytics: Linkedin metrics only tell you so much. Review your Turtl Doc analytics to understand how Linkedin clicks translate into real engagement. Use that as your basis to understand what's working and what's not.

#8

Keep iterating: Once you have a clear idea of what's working and what's not, make changes to your live ads to boost performance and deliver the most efficient ROI.

BEST PRACTICE GUIDANCE

Social Media
LinkedIn	Read guidance directly from LinkedIn on ad formats and best practices.
Facebook	Read guidance directly from Facebook on Ads Manager best practice.
X (formerly known as Twitter)	Read guidance directly from X on X Ads.
Tik Tok	Learn more about Advertising on TikTok.
Instagram	Learn more about advertising on Instagram.

Example 1

Using Turtl's GIF sharing asset
Short and to-the-point introduction
Doc Title used to add extra context

See web version

Example 2

Using Video format to catch attention
Video length shortened to maintain attention
Clear CTA description and button

Example 3

Using carousel to surface detailed data points
Gives reader more of a preview before click-through
Different headings used on each carousel image to drive click-through