Visit any digital marketing website and you are likely to be met with a host of articles around the power of social media advertising and how to leverage it.
With terms like ‘CPC’, ‘CPM’ and ‘pixels’ being thrown around it can be easy to get confused about what exactly you need to do if you want to advertise your business on social media. In this article we give you some tips on how to get started.
What is social media advertising?
Not to be mistaken for social media marketing, social media advertising is an entirely different beast.
Marketing focuses on using the social platform free functions to organically grow your reach through releasing compelling content and joining in conversations. Advertising focuses primarily on paying to get your brand, products and services in front of your target audience.
If you use social media you will likely see posts that look similar to you regular feed, but will contain some indicator that they are an ad such a small ‘sponsored’ sign.
Picking your platform
The first thing you need to do if you want to leverage social media advertising for your businesses is to decide which platform you will use.
To do this you should ask yourself 3 key questions:
- Which platform does my brand already have a strong presence on?
- Which platform is my audience engaging with on a regular basis? (With any luck this will be the same as the answer to question 1)
- Which platform gives you the type of targeting and reach you need to achieve the desired results?
Most social platforms have a built in ability to provide social ads. The main ones include Twitter and LinkedIn, but by far the most advanced in terms of a reach and features is Ads Manager for Facebook and Instagram.
Work out who
One of the biggest benefits of social advertising is the ability to tap into the social platforms data. For example, on Facebook you can target an audience defined by age, location, interests, career and a number of other aspects.
Defining exactly who your target audience are means you are only paying to reach those that are most likely to convert into paying customers.
Follow your fans
One smart way to work out who your target customers are is by using a smart piece of code on your website called a pixel.
This pixel tracks those that have visited one of the pages on your website and lets you advertise to them across social media. For example, someone might visit a page on your website which highlights a certain product you offer. The pixel will collect their data and then allow you to advertise that product to them the next time they visit their Facebook or Instagram account.
There are two elements to an advert which take some creative flair, the image or video and the copy which accompanies the ad.
Some time should be spent to identify which visuals will appeal most to your target audience. It is important to remember that many platforms will penalise your ad if there is too much text in image.
The text you use should compel viewers to click the ad. Try highlighting the benefits they will see by clicking through to get their attention.
Hit live…watch the results
Once you have developed your ad and defined your target audience you are ready to go live.
Try running a few ads at once and see which ones perform the best. You should always revisit your ads to test and tweak them, making sure you are getting the best results you possibly can.
Using social ads can expose your brand to an entirely new audience. By making sure you consider the various elements involved will ensure that you are getting the best return on your investment. The true nature of social advertising runs deep and it always recommended to get professional help if you really want to see the biggest benefits.