Meta advertising for CUs: Tips and pitfalls to avoid

With more than 5 billion combined active users, Facebook and Instagram offer robust platforms for credit unions to market to members and prospective members. However, there are some pitfalls to avoid along the way and strategies that can help ensure your dollars are spent as efficiently as possible. Here are some essential tips to help you maximize the success of your advertising campaigns.

• Make sure to check “credit” category and avoid advertising “jail”: Even if your ad is not a credit offer, Meta will likely require you to select the “credit” category when setting up your ad because credit unions are part of the financial services industry. Failing to do so, and getting ads rejected too many times, can make your credit union’s account end up in advertising jail and unable to advertise. Ensure your ads comply with all other Facebook and Instagram advertising policies to avoid disapproval or account suspension. Familiarize yourself with guidelines regarding prohibited content, community standards, and ad format requirements. Following best practices not only keeps your account in good standing but also enhances the user experience and credibility of your ads.
• Define clear objectives: Before you start creating ads, it’s crucial to define your objectives. Are you looking to increase brand awareness, drive traffic to your website, earn new members, or open more accounts? Both platforms offer various campaign objectives tailored to different goals, such as Awareness, Consideration, and Conversion. Selecting the right objective ensures your ad strategy aligns with your business goals.
• Know your audience: Different age demographics tend to spend time on different platforms. To target your ads most effectively, choose the platform where your target audience is spending more time. Leverage data from national groups like the Pew Research Center to help target your ads by platform.
• Create compelling ad content: Your ad content should be visually appealing and relevant to your target audience. Use high-quality images or videos and ensure your ad copy is concise and engaging. The fewer words on the graphic, the better.
• Optimize your landing page: The user experience doesn’t end with the ad. Ensure that your landing page is optimized for conversions. It should be mobile-friendly, load quickly, and provide a seamless transition from the ad. The content on your landing page should match the message of your ad to maintain consistency and improve the user experience.
• Budget wisely: Start with a modest budget and gradually increase it as you identify successful ad strategies. Both platforms allow you to set daily or lifetime budgets for your campaigns. Monitor your spending and performance regularly to ensure you’re getting the most out of your investment.
• Stay updated with trends: Both platforms are constantly evolving. Stay updated with the latest trends, features, and best practices by following industry blogs, attending webinars, and joining online communities. Keeping up with changes ensures you can adapt your strategies and take advantage of new opportunities.

By implementing these tips, you can create effective Facebook and Instagram advertising campaigns that reach your target audience, drive engagement, and help attract and retain credit union members. Continuous testing, analysis, and optimization are key to long-term success in the ever-changing landscape of digital advertising.