Before I walk you through the best social media advertising tips, I have something special just for you – 2018’s Comprehensive Guide to Online Marketing eBook. It’s FREE, and it will be delivered directly to your email. Consider it a gift for my valued readers. To get it, contact Mary immediately.
So, are you wondering how to get your ads noticed by the right audience on the social networks? Today, I will elaborate some social media advertising essentials to help increase the effectiveness of your social media campaigns.
Social media advertising is one of the best ways of reaching a huge audience and targeting numerous prospective clients. Then again, social media ads are relatively cheap; you don’t need a substantial amount of cash. However, many people go about it in the wrong way and end up not getting a return on their investment.
How Social Campaigns Don’t Normally Work 😦
Most people believe that social media advertising is a basic process that involves three steps:
- Come up with new content
- Share the content on the social networks (FB, Twitter, Snapchat, etc.).
- People buy what you have to offer
Nope. That is not the way to go – the content will probably not reach your target audience. Social media advertising isn’t a straight-line journey; it takes commitment and time.
How to Make Your Social Campaigns Work 🙂
- Create new content and share it on the social networks
- Promote your top posts on social media
- Tag your site visitors with cookies to build your remarketing audience
- Apply demographic and behavioral filters on your audience
- Remarket with social ads, display ads, and RLSA (acronym for remarketing lists for search ads) to promote your offers to people who have previously visited your website
- Repeat the process
Social Media Advertising Tips
- Boost Your Quality Score
The quality score is a metric used to rate the relevance and quality of your (pay per click) PPC ads and keywords. This score influences your CPC (cost per click). Twitter calls it the “quality adjusted bid” while Facebook calls theirs the “relevancy score”.
Whatever you decide to call it, a quality score is essential – a high one increases your ad impression share and reduces the cost per engagement. On the other hand, a low quality score reduces the impression share and increases the cost per engagement.
To increase your engagement rate, you’ve got to promote your best posts – the top 1-3% that do better than the rest of your content.
To recognize your top posts, you need to test out your content. Post plenty of stuff on Twitter and use Twitter analytics to know the content that gets the most engagement. Then, post the top content on FB and other social networks, and pay to promote it. The key to paid social ads is to be selective – pay only for the top posts.
- Exploit The Targeting Features
Traditional ads are quite ineffective. One of the many advantages of the social platforms is that they offer you effective targeting features to help you reach your target audience. For instance, Facebook collects lots of information on its users, like demographics and interests and helps you utilize this data to reach your desired audience. Therefore, when using paid social ads, be sure to select the type of audience that you’d like your ads to reach, for example, by choosing the right location, age group, gender, and income level of your target audience.
- Rotate Ads Regularly
Although it’s annoying to see the same TV commercial ad all the time, repetition effectively hammers home the message. However, on marketing channels where engagement is key and advertisements appear in the users’ feeds directly, fresh content is vital. As a matter of fact, messages that are overly repetitive may make you lose more than you gain. Therefore, the best advertising practice is to rotate ads every five days.
- Use Samples to Test Your Ads
One of the indicators of good paid social ads is instant feedback. The best way is to test out some of your ads with a small audience to know what works best. Once you’ve determined the best ads, use them in your main campaign.
- Understand the Manner in Which Ads are Sold
Keep in mind that controlling your social media advertising budget means considering the type of campaign you’re paying for. Are you paying based on engagement or impressions? If you go for impression campaigns (every time a user sees your ad), you may end up spending lots of cash. On the other hand, if you’re paying for engagement (each time someone clicks on a link or contacts you), you’ll spend a little less. Moreover, your campaign will be more effective, as you’ll be dealing with people who are really interested in what you have to offer.
- Create Mobile Friendly Ads
According to recent statistics, more than 80% of social media users access the social networks via mobile devices. Therefore, you need to make sure that your image and video ads can be viewed properly on mobile devices.
- Promote Your Ads on More Social Networks
Not everyone loves the same social platform. Some love FB, others Twitter, and still others love Snapchat or other platforms. Therefore, to give your ads greater exposure and grant you social campaign better chances to succeed, you need to advertise on as many social networks as possible – LinkedIn, Twitter, Hacker news, Reddit, etc.
- Do Social Media Remarketing
On average, social media remarketing will give you three-times more engagement and two-times higher conversion rates while cutting the costs by a third. Therefore, use social media remarketing to promote your offers, such as downloads and sign-ups to people who have previously visited your site.
- Use Paid Social Ads Together with Paid Search Ads
Paid social and paid search is one of the best advertising cocktails. You can combine the two types of ads to exploit the Remarketing Lists for Search Ads (RLSA) fully.
RLSA is an amazing feature as it enables you to advertise to people who have previously visited your website. This feature increases the conversion rate by three times and reduces the cost per click (CPC) by a third. However, to use RSLA, people have to be familiar with your brand. That’s where paid social comes in – it helps people get to know your brand, thus helping you utilize the RSLA.
Before you go, don’t forget to contact Mary (on firstname.lastname@example.org) and claim your FREE copy of 2018’s Comprehensive Guide to Online Marketing. This opportunity is LIMITED, so claim your copy now. The eBook is based on tested methods of internet marketing and by applying them, there’s no doubt you’ll start seeing real results.
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