We all have been there, where we have been patiently waiting to see the results of a newly launched paid social campaign that we have worked hours to plan, design and build. We had audience personas, the right campaign objective, a few high quality audiences and a few ads that we thought would resonate with our target audience. You even went the extra mile and used creative optimized for your key placements. But, a few days later the results are not there, low volume results with high cost per action isn’t what we expected from all that hard work. We dig in to figure out what’s wrong starting at ad level (hint, hint) and the first thing we notice is poor click-through rate and high cost per clicks. Knowing that the rest of our campaign design is correct, it’s obvious that the ads are not working. They’re getting lost in the middle of a never ending feed of cute pet photos, witty cartoons, and hot political news. Let’s be honest, the photo of a group of smiling business people with the overlay text that shouts the title of our whitepaper not going to cut it. Just think about similar ads that show up in your social feeds that you skip them without thinking.

No one is really looking forward to seeing another ad. In the modern world we are exposed to thousands of ads per day and over the course of the last few decades our brains have developed an internal ad blocker system (known as banner blindness) to simply ignore anything that looks…

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