Social Media Advertising 101: How to Get the Most Out of Your Ad Budget

Through this guide of social media advertising, you will learn how you can use several types of ads to meet the real objectives of your business by increasing your spending.

If you want to reach a new target audience, then social media ads are the best choice.

It is difficult to achieve the reach organically, as the strategy of getting viral without a boost may go forever.

It is horrible to shift from an organic strategy towards putting your money on ads. Yet you need to realize all available options.

Through this guide of social media advertising, you will learn how you can use several types of ads to meet the real objectives of your business by increasing your spending.

Types of social media ads

Advertising over social media is the most direct way for reaching your target audience. You can target a new audience and returning ones.  You can also avail of the chance to do A/B testing.

All social media platforms offer advertising. Yet it does not need to you use all the social networks.

When you choose the right place for your ads, it’s important to find out which platform is most suitable according to your target audience. You need to know where your target audience is most engaged, accessible, and concentrated.

For example, for targeting teens, TikTok is the most appropriate place. Meanwhile, moms love Facebook.

Since trying to search out which platform can pay off well to your brand organically. Where does the content hit the minds of your fans? It is the first thing that you should choose for your ad campaigns.

A quick summary from the Pew Research Center’s most recent social media fact sheet shows here. It shows a brief snapshot of preferred platforms of different demographics.

Source: Pew Research Center

Know that you have a sense of which social networks might be best for your business, let’s look at each network’s ad types.

Facebook ads

Facebook ads let you to use one from three broad categories of campaign goals which described below:

  • Awareness: To get people aware of your brand or target the new audience.
  • Consideration: Increase engagement, generate leads, send traffic towards your website, encourage video view, or encourage the audience for communication via Facebook messenger.
  • Conversion: Maximize purchases by your app or site, or drive real traffic towards your offline stores.

The Audience concerns: Facebook is famous across various demographics, along with its 2.45 billion active users. Not only have several teenagers used Facebook many parents use as well along with seniors are using it.

Facebook provides detailed targeting options to its large number of users. So it is the best platform to getting starts your social advertising online.

You can easily direct the audience to your website or Facebook Page and towards a custom made Instant Experience. Below is the full- screen informational or interactive destination page that can appear in the mobile app of Facebook.

Source: Hootsuite Digital 2020 Report

Photo ads

The internal data of Facebook shows that the series of photo-only ads drive more exclusive traffic against other kinds of ads’ formats.

Along with a photo, photo ads of Facebook include about 90 text characters plus 25 characters of the headline. Display and tell! The ads can also contain the CTA (call to action) button such as Download or Shop Now.

You can use Facebook Business Manager to create your image ad, or advertise a post through a photo of your Facebook profile page.

Expert Tip: if you own a tangible object, then Facebook photo ads are a big way through which you can show it. So show the audience of using your brand product instead of a simple image of the product itself.

Source: Facebook

Video ads

The options for Facebook video ad ranges from a short looping video that plays in feeds of users, to an original 241 minute of promoted video for a desktop. You also have the option to develop such video ads that can play within another video or may share 360-degree videos.

As Facebook provides several options therefore it’s very difficult for you to have some solid objectives and to identify your target market and where will you video reach them.

Expert Tip: Short videos achieve more. Yet if you have a more interesting message, then it can be longer. Video is the major source that shows your services such as a cool class of dance.

Stories ads

In this format of full-screen, video display for 15 seconds and photos last for the six seconds.

You do not have the option to select the Facebook Stories ads by your own choice. You can select them from Automatic Placement while creating the ads for your Instagram stories or news feed.

Expert Tip: As stories are displayed only for 1 day, so it is the best place for on-spot marketing such as limited period offers. Most of the people on Facebook surveyed told that they like quickly understandable stories in ads. So you need to keep things simple.

Source: Facebook

Carousel ads

The carousel ad of Facebook allows you to include over 10 videos or images, along with their links, all into one ad.

Carousel ads help to display products’ unique features. So there are great ways to show multiple services or products like a Gap shirt or Gap polo.

Expert tip: you can use different content into your carousel ad in one place to display an effective message or story.

Source: Facebook

Slideshow ads

You can create video from various static images through a slideshow is an ad that may be stock or your image which Facebook provides.

Slideshows provide an interesting motion into videos, but there is no restriction of videos specific resources in creation. It’s the best in the entire world! If you do not want to try to video ads and wish to move more than the static images, then slide show is the best option.

Expert tip: if you lack professional photography, then stock images are good options for you to show your brand identity.

Source: Facebook

Collection ads

collection ad features your products perfectly in your Facebook feed. An ad contains a video or cover photo, plus four small product photos along with their prices and other information.

Think about it in the form of a digit storefront of you, or an immediate peek for your catalog. This format lets people learn about of your product or service without leaving the page of Facebook.

Expert tip: collection ads go well for travel and retail brands.

Source: Facebook

Messenger ads

These are placed in the Messenger app’ chats tab. These appear between conversations.

you can do automated conversations with your potential customer who uses the messenger or can link it to your app or website.

Over 1.3 billion individuals are users of the messenger, and most of them have no link with Facebook.

Expert tip: you can restart your conversations with messenger ads that have ended. You can also use customized audiences who have messaged previously to your business.

Source: Facebook

Playable ads

The playable of Facebook is only mobile interactive game previews. This provides a chance of trying to its users before buying or downloading.

The ads start by lead in a video encouraging the audience to play through an icon “tap to try”. Users click from here and promptly test drive the demo versions, installing nothing.

It is a good way to display your game with low restrictions by only getting entered for somebody scrolling by.

Expert tip: ensure that you represent the game in the most accurate way into your lead-in video. You need to keep the tutorial simple, ideally in two steps.

Source: Facebook

Through the Facebook advertising guide, you can get stepwise instruction that you need for setting up your ads on Facebook.

Instagram ads

Facebook keeps possession of Instagram. Therefore, it is not an unusual thing that ads of Instagram provide the same three categories for ads campaign goals as ads of Facebook do:

  • Awareness
  • Conversion
  • Consideration

Audience considerations: Instagram is popular among Generation Y. A lot of Xers and Generation Z also use this platform.

You can also target your potential audience by customized targeted options on Instagram like Facebook. You need to create the same audiences, define activities, behaviors, demographics, and interests of your audience.

Source: Hootsuite Digital 2020 Report

The ad types of Instagram are also similar to the four ads types of Facebook:

  • video
  • photo
  • collection
  • carousel

You have the same facility to create the ad weather for Instagram Stories, for Instagram feed. Placement of ads over IG TV provides a distinctive way to grab your target audience, too.

Instagram Reels provides a new format of content at this platform, however, you cannot get paid ads opportunities over here.

Video and Photo ads

Your Instagram video or photo looks like your regular post except it shows your ad as sponsored on the right side top corner. Based on your campaign goals, you can also add a call to the action key.

Expert tip: make sure that your video and photo ads remain consistent in terms of style by your organic posts, which you use on Instagram. In this way, your audience gets to know that the particular ad is related to your brand.

Source: Instagram

Carousel ads

In the carousel ad of Instagram, the audience can see different photos.

Expert tip: ensure that the photos which you use in this carousel ad are the same visually and add them together by using a common theme.

See below, the example of Shutterstock’s carousel ad, (do you feel hungry? Sorry). The same photos and consistent text bars across each image linked the ad’ component and build a consistent story.

Source: Instagram

Collection ads

It works the same as the collection ads of Facebook; these comprise a video or cover photo plus various product shots. By clicking on an ad, the user can get an immediate experience.

This works well for retail brands.

Expert tip: Collection ads of Instagram do not contain the headline but let you add about 90 text characters.

Source: Instagram

Ads in Explore

By extending your ads into the Explore feed to can reach towards such users who look for a new account to follow.

It is another way to put you ahead to that content which is trending and relevant. This can grab more than 200 million users who look at the tab of Internet Explorer regularly.

Extend your ads into the Explore feed and reach an audience who is looking for new and novel accounts to follow. (They’re bold explorers, who always looking at new adventure over an Instagram frontier, so we acknowledge them.)

Expert tip: Explore gird do not show your ad directly, but users need to click on any one photo from all these. In this way, they can see your content in the news feed.

Source: Instagram

Instagram Stories ads

Videos and photos of about 120 seconds of length can be used in Instagram Stories ads. The ads are shown among people’s stories in the format of the full screen.

Expert tip: Include interactive things to your story ads for getting the best performance.

In the A/B test, Dunkin’ found that their story ad which contains a pool sticker reduced cost 20% per view of the video. About 20% of people who see the video also voted in that poll. (For the very interesting topic that which is better: fries or donuts).

Source: Instagram

IGTV advertising

Users have a facility to create videos over a platform within the platform known as IGTV. Instagram first introduced this feature in 2018, and you can now place ads in videos (that created by the user) from June 2020.

IGTV video ads appear only once when a user clicks on to IGTV. The ads must be 15 seconds of length and need to create in vertical mode.

Expert tip: the feature is available only to specific accounts of Instagram, so avoid working with big media companies and remain limited to work with influencers’ content.

Source: Instagram

Through the Instagram advertising guide, you can get stepwise instruction that you need for setting up your ads on Instagram.

Twitter ads

These ads are used to accomplish three business objectives:

Awareness: Increase your ad reach.

Consideration: this category is yours, whether you want web traffic, app installs, followers, engagement, pre-roll views, or video views.

Conversion: Bring the audience towards your website or app to take the action.

Audience considerations: Almost two-thirds addressable audience of Twitter’s advertising is male.

Source: Hootsuite Digital 2020 Report

You can create your Twitter ads in two ways:

Twitter promotes can automatically promote your Tweets. (Note: this facility is not available for new users).

Twitter ads campaigns let you create campaigns based on your marketing goals.

Twitter Promote

By using Twitter Promote, you can automatically promote your Tweets to a specified audience. This promotes the first ten of your organic Tweets daily, which passes the Twitter quality filter. This promotes your Twitter account to entice new followers.

You need to pay attention to over 5 metro locations and interests and let Twitter sort out the rest. Unluckily, this feature does not allow you to choose from which Tweets you want to promote. (However, it may be the part of Thrill!).

Expert tip: Twitter Promote costs about $99 U.S. Dollars per month. According to Twitter, accounts on average basis reach about 30,000 additional users per month and increase the average of new followers by 30.

Source: Twitter

Twitter ad campaigns

To use Twitter ads campaigns, you need to first choose the objectives of your business that must align with the goals of your business.

For Instance, in the following, the ad Ritz Crackers used a video for the marketing of its product, that combined by a link…..know more of Crackers.

Source: Twitter

You can also choose from your previous organic Tweets for creating or promoting Tweets, especially as ads.

Expert tip: you need to run campaigns for desktop and mobile users separately for getting the best rates of conversion. Twitter recommends that you need to avoid using@ mentions and hashtags into your ads.

Through the Twitter advertising guide, you can get stepwise instruction that you need for setting up your ads on Instagram.

Snapchat ads

The Snapchat ads help you accomplish three kinds of marketing goals:

  • Awareness: enlarge your reach towards your audience to get them aware of your brand by showcasing your services and products.
  • Consideration: Turn traffic towards your app or website, encourage video views, app installs, lead generations, and increase engagement.
  • Conversions: Drive catalog sites or website conversions.

This Instant Create feature is the simplest way to add your video or image in five minutes. It is especially beneficial if you want to achieve a simple advertising aim. For instance, for calling up the pizza parlor, getting the snap chatter… this is an easy and quick way to take an initiative.

For in-depth ad objectives, there is an advance creation. It works to those advertisers who set more specific or long-term goals and requires more control over bids, budget, and optimization.

Audience considerations: It is extraordinarily popular among younger users of which 220 are of age 25.  Nearly three-quarters of 18- to 24-years olds individuals use this app. nearly 60% of the total audience you reach with ads of Snapchat is female.

Source: Hootsuite Digital 2020 Report

Snapchat categorizes ads into three types to meet your goals.

Snap ads

Snap ads begin with a video or photo of 3 minutes long (by Snapchat advises to keep things sweet and short for 3 to 5 seconds).

Ads are of vertical, full-screen format. These appear after or between other content. These may contain attachment for landing pages, app installs, or long videos.

Source: Snapchat

Expert tip: Try to keep things simple for short ad: use one powerful message and call to action key. Try to experiment with different types, like cinema graphs, gif, and look at what catch the attention of people.

Story ads

Story ads contain such a format that takes a form of branded tile in the Discover feed of users. The tile contains 3 to 20 photos, thus you can give a comprehensive look at special offers, new products, and so on.

You can include attachments by a call to action button, so the audience can swipe to install the app, buy the product, or watch the video.

Expert tip: you can encourage a snap chatter to tap by writing an attractive headline to your story.

Source: Snapchat

Collection ads

The Collection ads let you display a series of your product by 4 thumbnail photos in a single ad. Every thumbnail photo links by its Universal resource locator. Snapchatters can swipe as well to look at your website.

Expert tip: just keep Snapchat simple and pay attention to thumbnails of your collection ads.

Source: Snapchat

Filters

The Snapchat filters comprise graphic covers that users use for their photos. Sanpchatters use these graphics overlays over a hundred millions of times per day.

You can create the “smart “filter, hence they include countdown, time information, and real-time info.

Expert tip: The snapchatters who want to add context in their photos using filters. You should ensure that your filter must apply to the place, purpose, and time of your ad campaigns. Leave space for personal photos of snapchatters to shine. You need to use only the bottom and top quarters of your screen to make filter creative.

Source: Snapchat

Lenses

They work the same as the filters, lenses use the method of layering your brand over the content of the user. Lenses work one step higher than others. They use an amplified reality to provide a more collaborative visual effect.

For instance, face lenses can make manipulation on the facial features of users over the screen and transform them. By using the branded lens of snap chat, a fan of makeup can try a digital makeover.

World lenses work over the outer-facing camera. They can map photos onto the surfaces or environment around you—and look at how that couch of Ikea will look into your room.

Expert tip: the cool lens looks great and the shareable lens proves better. Consider creating visual experiences that can either funny or beauty, to provide your users with a reason to share videos with their friends. Excite them to make a try for their selves. Same as this LOL DOLL lens.

Source: Snapchat

Though the Snapchat advertising guide, you can get stepwise instruction that you need for setting up your ads of Snapchat.

Commercials

In certain areas, Snapchat Commercials offers an advertising option. They include a 6-second video ad that contains audio.

Expert tip: you just have to focus on a simple message,

Focus on one simple message, preferably with a reveal at a mark of five-second to form slight suspense. Your branding way is clear.

LinkedIn ads

LinkedIn ads offer three kinds of marketing goals:

  • Awareness: Increase awareness for your brand or company.
  • Consideration: Increase engagement, drive website traffic, boosts video views.
  • Conversions: drive site conversions and collect leads.

Audience considerations: Against all other social media networks, LinkedIn is more of a professional concern or business-oriented. It provides targeting choices based on professional qualifications such as seniority and job title.

Source: Hootsuite Digital 2020 Report

LinkedIn ads are categorized into different types.

Sponsored Content

It shows sponsored Content ads in the news feed of mobile and desktop. These are used for getting your content to a larger audience and expose your brand capabilities.

Single photos, carousel ads, or videos are all diverse choices for the sponsored content ads on LinkedIn.

Expert tip: Headlines of less than 150 characters have considered providing the best engagement. Bigger images get high click rates; therefore LinkedIn recommends a photo of size 1200 x 627 pixels. Rest assured that your call to action is clear and loud.

Source: LinkedIn

Sponsored InMail

Sponsored InMail works the same as email marketing, except one thing, that is the message of LinkedIn users which go directly to inboxes.

Another unique feature of Sponsored InMail is that users can receive only ad messages whereas they remain active over LinkedIn.

You have an option to directly send messages to your target audience, or create a conversational experience. So, it’s a sort of thing which provides you option to choose from.

Expert tip: Short text body (less than 500 characters) provides you highest click rate. Yet the sender also plays his role in setting up your account success.

Source: LinkedIn

Text Ads

Text ads appear on the right top of the LinkedIn feed. These small ads units appear for only desktop users and not for users of the mobile.

Regardless of the name, these ads comprise of a 50 x 50 pixels of a thumbnail photo.

Expert tip: you need to create two or three campaign’ variations, for the A/B testing. Along with it, also show your various sides to the target audience.

Source: LinkedIn

Dynamic ads

Dynamic ads become personalize automatically for each prospect. This can either magic or Al at work.

Don’t get afraid to become personal! You can target users and encourage them directly for following you, by reading thought articles of leaderships, applying for jobs, or downloading content.

Expert tip: let the profile image of your audience to get features into their ad, that personalize the campaign visually. You can pre-set templates by macros to include every company and target’s name into the text.

Source: LinkedIn

Though the LinkedIn advertising guide, you can get stepwise instruction that you need for setting up your ads on LinkedIn.

Pinterest ads

These ads categorize into six kinds of business objectives:

  • Create brand awareness
  • Drive app installation
  • Encourage particular actions over your website
  • Drive traffic towards your website
  • Drive impressions of video
  • Drive traffic towards specific products

Audience considerations: This platform provides more female followers against males.

Source: Hootsuite Digital 2020

Pinterest is used to save different ideas. It means that the network naturally tends to lead towards purchases and shopping, but the purchase might not do right away.

Another name used for Pinterest ads is Promoted Pins. These behave and look like the regular pins. The difference among them is that you need to pay a wider audience to see them.

You can also create a carousel of more than 5 images or Promoted pins.

Promoted pins can be recognized by ad with a small tag “promoted”. Though, if users try to save these ads on their Pinterest board their promoted label does not appear. That saved pins provide you with bonus organic exposure.

You have a lot of options for your Pins promotion.

Pinterest Ads Manager

You choose an aim for your ad campaigns of Pinterest through using ads manager. You can easily target an advertising strategy by aligning it with business objectives that include whether you get paid per impression or per click.

Expert tip: Pinterest takes longer lead time as compared to other social media networks, as we use it for generating and planning ideas. Run Pinterest ad tied to date specific or seasonal campaign about forty-five days earlier. Try to get creative with Pinterest DIY nature as a social media network.

For Instance, Tanqueray gin linked a sponsored recipe, citrus spritz among a beige collection’ recipe pins uploaded by users.

Source: Pinterest

Notice an original ad is recognized as promoted. Though, if the user saves an ad, it remains in the form of an organic (free) post.

Promote Button

You can easily create the ad from your previous pin in only a few clicks, by using a promote button. Promoted pins made by the promote button pay you per click. Hence, you get paid when somebody clicks on your website.

Expert tip: It is very easy to start your advertising with Pinterest. So, try to promote the best pins to get a feel of a kind of access or reach you achieve by your desired cost. You must ensure to track results by the time to know about the effects of your saved pins on people’s boards.

Though the Pinterest advertising guide, you can get stepwise instruction that you need for setting up your ads of Pinterest.

YouTube ads

These ads help you in achieving the following business objectives:

  • Collect leads
  • Boost website traffic
  • Enhance brand and product consideration
  • Create brand awareness by extending your reach

Audience considerations: there is more male than female users on YouTube. It spread rapidly in the age group of more than 65 years in recent years on YouTube.

Source: Hootsuite Digital 2020

YouTube provides very few ad formats for videos. Since Google keeps possession of YouTube. You only need an AdWords account of Google to create ads on YouTube.

Skippable in-stream ads

These in-stream ads automatically play during, after, or before other videos. They may also show on other places of Google’s display platform, like games or apps.

Users can skip your in-stream ads after 5 sec. However, the length of the video rarely exceeds 30 seconds.

But, if you own an interesting story along with the best visuals, the time may exceed.

Expert tip: 76% of users skip ads by default. Yet, skipped ads still have chances to subscribe or visit your channel by someone through ten times. You should provide the most important branding and messaging in unskippable five sec.

Source: Youtube

Non-Skippable YouTube ads

These ads are of a short length that appears at mid-point, start, or end of the video. These ads are 15-seconds of length and are non-skippable.

Expert tip: if users cannot skip ad then it does not mean that they watch the ad. They may look away when the ad play. So, you need to provide an interesting message to avoid the distraction of viewers.

Video discovery ads

These ads show alongside with the YouTube videos, as results of YouTube search, and over the mobile homepage.

It appears in the form of a thumbnail photo, comprising a text that invites users to watch and click.

For instance, the thumbnail ad, saggy jowl appeared on a side of the makeup review of Trixie Mattel in the following.

Expert tip: make sure that your thumbnail is of various sizes and the static photo is clear whether small or large.

Source: Youtube

Bumper Ads

Bumper ads are also non-skippable and of about 6 seconds. These appear at the end, beginning, and during YouTube videos.

Expert tip: you must not try to include all things within six seconds. You need to start with strong visuals while sticking on a single message and provide enough time for CTA.

Outstream ads

These are mobile-only ads are not for YouTubers. It only appears on apps and websites that run over video partners of Google.

These ads may run on web banners or in apps in the form of in-feed content or interstitials.

Expert tip: they play with muted audio, so ensure that your visuals must standalone.

Masthead ads

These ads are the best option to make publicity for your new service or product.

Over desktop, this ad autoplay the preview for over 30 seconds at the YouTube top Home feed. It provides a panel of information that pulls content from your YouTube channel. You can add your companion video over here. If autoplay gets to stop, video reverts towards a thumbnail. Users can easily watch the whole content from your site through one click only.

Masthead ads are fully played at top of YouTube mobile or on the app. You can also make a custom description or headline along with a call to action key.

Expert tip: the ads are available only through a reservation basis; therefore you need to link the Google sales rep if you wish to learn more.

Source: Youtube

Though the YouTube advertising guide, you can get stepwise instruction that you need for setting up your ads on YouTube.

TikTok ads

TikTok ads let you work on the following business objectives:

  • Traffic: increase engagement with creative content and interactivity.
  • Reach approach diverse audiences from the entire world.
  • Conversions: encourage sales and app installs.

Audience considerations: one Global Web Index survey found that about 60% of users on TikTok are age 25 to 44 worldwide. However, in the United States, 69% of TikTok users are age 13 to 24 years.

The ads of TikTok are not available in certain areas of the world. So, you need to identify where you live.

Self-serve option: video and Images

You also find one option of self-serve for your business on TikTok which is your in-feed video. Ads appear in “For You” user’s feed when you select a video or image. The ad will be of the full screen the same as user-created content.

After a display of your ad for 9 seconds, one card appears that contains the display name and profile name of your brand, plus a CTA key and text.

By TikTok Ad Manager, you can place ads across other platforms of the parent company (like Babe and BuzzVideo).

Expert tip: this ad run often, so you can fresh up your creative content weekly and can avoid ad fatigue in this way.

Source: TikTok

Other ad types on TikTok

Options like Hashtag Challenges, Brand Takeovers, AR Branded Content, and the Customized Influencer Packages also available by an ad rep.

On this point, this looks like that anything can be possible over TikTok, you just need to reach directly and watch what can you do?

Options like Brand Takeovers, Hashtag Challenges, Branded AR Content, and Custom Influencer packages are available with the help of an advertising rep.

It seems like anything is possible on TikTok, so reach out directly and see what you can do!

Though the TikTok advertising guide, you can get stepwise instruction that you need for setting up your ads of TikTok.

Advertising costs over Social media advertising cost

You find a social media network ad solution to your every budget that may start from a few dollars per day to millions of dollars of campaigns.

Social media ads are sold on an auction basis. You need to set your maximum bid according to your target result (like a click), or your maximum cost per day. You need not pay any set amount. When you generate an ad, the ad manager suggests a bid based on your stated objectives.

You paid by using different methods based on your campaign objectives. These include:

  • CPC (cost per click)
  • CPM (cost per 100 impressions)
  • Cost per view of the video
  • Cost per conversion

Various elements impact how much can you pay for one ad of social media against the bidding of your competitors. The elements include:

  • Your ad quality
  • Your campaign goals
  • Type of your target audience
  • Your targeted country, area, or region
  • Time (that includes time, date, or year)
  • Your placement into the network

For instance, research by AdEspresso shows that your average CPC on Facebook is 0.40 dollars on Sundays and nearly 0.50dollars on Thursday and Tuesdays.

Advertising tips on Social media

  1. Identify your business objectives

This is not a coincidence that we begin each part of this guideline by going through the business objectives. Since all social media platforms help you achieve them. It is not a simple task to achieve your goals especially when you do not aware of your goals.

It is critical to understand the business goals that help you select the right social media platform for your advertising. It also guides you regarding the adoption of a creative strategy.

  1. Recognize your target audience

We stated above regarding audience considerations of all social media networks. Remember that all of them provide specific options for ad targeting. By knowing about your target audience you can get an advantage from these options of targeting. In this way, you can use the best platform for your brand advertising.

Though, there is a reason to advertise soccer to moms into Florida (USA) if your target audience includes young video gamers males in New Jersey. The key advantage of social media ads is micro-targeting for ad-campaigns. Developing audience personas help you understand of which target audience exactly you should focus on.

  1. Allow your organic posts to inform of your ads

You have already posted some content on Facebook, Instagram, Twitter Snapchat, and LinkedIn every day.

Some of your previous posts might resonate with your followers and others might not. You need to track those which have maximum comments, likes, clicks, and shares. You can use this high performing content for your social media ads.

If you are working with a new social network for your ads then start from small. Your beginning point will be that of what you have learned from your organic posts.

  1. Pay for which matters: engagement or Impressions

If you want to control your budget, then think of which you prefer engagement or impressions.

If you pay for whenever somebody sees your ads (impression), this message provides you a wide net.

If you pay for engagement, then you want only that audience who takes an interest in your business.

You do not like to pay for the engagement that is irrelevant to the goals of your business. The ad wording helps people to know whether or not they need it.

However, both impressions and engagement are valuable to your business. The actual thing is to select the best option which matches your business objectives.

Some information is provided below regarding which metrics need to be tracked to make your social media ad campaign better.

  1. Keep mobile device into your mind while designing your ads

Over 3.25 billion users on social media actively access social networks through a mobile device.

So, most of the social ads are viewed by mobile devices. You should design the mobile ads specifically for the small screen. Incorporate photos which are easily understandable through the pocket-size device.

For instance, for your bricks and mortar business for mobile user targeting, you use “geofencing” when coming off a particular zip code. It means that they can only watch your ads when coming close near to your front gate.

  1. Test ads for performance optimization

Instant feedback is a significant advantage of social media ads. You can get to know about posts’ effectiveness within minutes through analytics reports.

The best option is to examine various ads with small audiences and determine which works best. Then use wining ads into your basic campaigns.

The testing of one ad than other works best to refine your ads strategy and is called A/B testing. This is the most significant section of social media ads efforts. We provide you a full guide regarding Social media A/B testing here.

  1. Measure results and get the report

Same as your goals’ identification is important to your ad campaigns, this is also essential to measure the results. It tells you whether or not you achieved your target. It also tells you of what works well according to your objectives and what did not.

You need to measure the results to find out how much value an ad creates for your business. This can be done by having actual data of your company in terms of leads, purchases, and ROI of your business.

If it shows that your ads paid off you then you can get the budget to continue the same work easily.

The key social media networks provide analytics which helps you to measure the ads’ results. An in-depth guide is provided to use these analytics:

  • LinkedIn analytics
  • Facebook analytics
  • Twitter analytics
  • Instagram analytics
  • Pinterest analytics
  • Snapchat analytics
  • TikTok analytics
  • Youtube analytics

You can use other tools like Hootsuite Impact and Google Analytics to measure and analyze the results of your social media network from a single dashboard. The social media report is the best method of tracking your results. That helps to make creative content for your social media ads promotions.

 

Leave a Comment

Your email address will not be published. Required fields are marked *