Social Media Advertising Tips and Tricks to Know in 2020
Table of Contents
- 1 Social Media Advertising
- 2 Social media advertising tips
- 3 Social Media Advertising – Facebook
- 4 Social Media Advertising – Instagram
- 5 Social Media Advertising – Twitter
- 6 Use Snapchat for your Social Media Advertising
- 7 LinkedIn – for your Social Media Advertising
- 8 Use Pinterest for Social Media Advertising
- 9 Social Media Advertising Using YouTube
- 10 What is the Cost of Social Media Advertising?
- 11 Importance of Business Objectives
- 12 Know the benefits of Advertising on Each Social Networking Platform
- 13 Learn Social Media Advertising by Practising
- 14 Do you have anything to inform us?
- 15 FAQ
- 16 How is social media used in advertising?
- 17 What social media pays advertising?
- 18 Does social media advertising work?
- 19 What is a paid post?
Social media advertising is a great way to reach your audience promptly. Organic search used in social media is just dead these days. Everyone is looking out for the paid tools which can help them to search better and scope better. These organic search terms are out of date and the main reason advertising tricks are being played. That’s why we are here to help you understand all the options related to social media advertising. Our guide will explain you to the usage of various social media ads. Learn more about social media advertising to achieve real business results while maximizing your spend.
First of all, let’s talk about what kind of social media advertising usually doesn’t work.
Social Media Advertising
What people think?
Most people think that social media advertising is a three-step process:
- Creating new content
- Sharing your content on various social media platforms
- People purchasing your stuff
This mostly never happens when it comes to social media advertising. What usually happens is that most of the people’s content goes nowhere. People need to understand that the process for social media advertising is not simple. The path to purchase is indirect, with no straight line and it takes time.
What Social media advertising actually is?
As said, social media advertising is much more than what you can imagine. It is a technique used in the work of your interaction. More than what is there, social media is a tentative place. It helps you to manage out the best technique which you can scope out for your business. So once you have taken in for the standing, it will help you to choose out for the best.
A better and realistic method for social media advertising may follow a structure like:
- Create: Make content and spread it over your social media.
- Amplify: Promote your best content over social media instead of content that doesn’t receive traffic.
- Tag: Create partnerships by remarketing your audience and using tags for site visitors through cookies.
- Filter: Make sure to research and create behavioral and demographic filters for your target audience.
- Remarket: Remarket to your target audience through different kinds of ads like – social ads, display ads, and Remarketing Lists for Search Ads.
- Convert: Make sure that yoru goals and strategies are actually attracting leads and sale.
You don’t have to worry though. Our guide will help you find more reliable ways to increase leads and sales through social media advertising.
Social media advertising tips
Turn Visitors into Leads and Customers
You are probably wondering about more realistic and a better process for social media advertising. It looks something like this:
- Creating a content/product and sharing it on social media platforms
- Promoting your top content on social media platforms selectively
- Tagging your site visitors with a cookie and building your remarketing audience
- Applying demographic and behavior filter on your audience
- Remarketing target audience with display ads and social ads to promote offers
- Capturing qualified leads or sales
These are the steps you need to get more eyeballs on your content and to create a large traffic explosion.
Let’s look into the types of social media advertising before talking about different hacks and strategies.
Choosing the Right Platform Social Media Advertising
Advertising is now a part of the entire social media platform available online these days. However, you don’t have to use all of them to promote your content. First, look at how each social media platforms perform well organically. Then start thinking about which one to use social media advertising for your content. Any social media platform that naturally chords with fans is an ideal choice for you. Use this platform for networking and as first ad campaigns.
It is also helpful to research about which social media platforms are popular with your target audience. For example, Pinterest is the best choice for female-based ads. You are more likely to find a young crowd on Snapchat and Instagram as a target audience. You can look in to use of different online platforms by demographic groups for this purpose.
This way, you can determine which social media networks are a demographic fit for your business. After getting a sense of the right platform for social media advertising, look into what type of ads each platform offers.
Set your Target Audience
You need to have a set target audience for a successful social media advertising campaign on various platforms. There are audience considerations for each social networking platform you can take advantage of. Knowing your target audience will help you take the maximum benefit of these options for your social media advertising campaign. This will also make sure that you get the best return for your spending on social media advertising. You can easily micro-target your social media advertising using these online platforms. Make sure you focus on audience personas development so you can learn about various audience segments.
We advise you to focus on your posts with more clicks, likes, shares, and comments on your social media platforms. This will help you select the best candidates for your social media advertising. Always start small when branching out into a new online platform with social media advertising. As your starting point, keep things that you have learned from your previous organic points since beginning.
Choose From Impression or Engagement
Determining this factor is important to keep your social media advertising budget under control. You can cast a wide net if you are paying every time someone sees your social media ad. This is what called social media advertising for impression. However, you may want to pay only for engagement with people who have a genuine interest in your business. In this case, your wordings in your social media advertising should help your audience understand whether it’s relevant or not.
Both are important for your business but you need to choose the right one so it can align properly with your business goals. This way you will only have to pay for real business results using social media advertising.
Keep Mobile in Mind while Designing your Social Media Advertising
In your social media advertising, make sure your ads are compatible with the small screen of our mobile phones. You can incorporate photos that are easy to view on our mobile display unless specifically designed for desktop placement. You can also use geofencing to target your audience when they are in a specific area. So in other words, they will only see your ads when near enough to walk through the front door.
Know the actual following count
It can help you to easily work on getting new followers using options on Twitter ads for your social media advertising campaign. Hence, this platform is ideal for those thinking of launching a new product as part of their campaign. This social networking portal will help you grow awareness to drive clicks to your webpage.
If you are more into business-to-business connection then LinkedIn is an ideal platform for your social media advertising and interactions. This portal will help you gain awareness, leads, and more traffic to your website using thought-leadership content.
Snapchat is purely a B2C platform that is best with highly engaging metrics with A young audience. You can promote your content by using sponsored filters and lenses to give the users fun with engagement.
You can use online social networking platforms like Pinterest to create immediate sales of your products or services. It can generate additional revenue for your web page by blending your paid content with other pins of your brands.
Create Separate Layer for Users Arriving from Ads
You can develop a simple three-layered platform to get your audience from ads to make a purchase. These layers are as below:
|Brand Awareness||Attracting various new audience of various backgrounds and age ranges|
|Consideration or Retention||Keeping track of your audiences’ behavior to avoid being spammy or repetitive with your ads|
|Conversion or Transaction||Provide ads to this group only to give one last push. Otherwise, avoid targeting this audience using sales-driven content.|
Find the right way to move your audience effectively in this funnel. You can achieve this by creating the right steps in all the key areas for your social media advertising. It is better if your potential audience arrives in their area according to their position in your funnel.
Don’t Forget About Refreshing Your Social Media Advertising Strategies
It is necessary to refresh your social media strategies when running an advertising campaign. You need to alter and test your social media advertising strategies to get the most out of it. You mustn’t let your various social media advertising go stale and overused.
When you keep refreshing your content in a timely manner, you can keep your audience engaged. This way you can also catch the attention of the new target audience or the crowd you are retargeting. Keep your ads fresh using below points:
- Check your words, phrases, and content and see how your audience react to them
- Make simple yet creative changes in your design and see how your customers respond
- Keep updating your landing pages and make sure that you have enough landing pages from your social media advertising
Learn about Super Remarketing
Super Remarketing is a great way to target a narrow audience using your highly engaging content. It is a great combo of remarketing, demographics, audience behavior, and super engaging content. This includes:
|Behavior and Interest Targeting of the Audience||This step will target the audience who have an interest in your content|
|Remarketing||This includes people who have recently visited your website|
|Targeting your Audience Demographically||This includes customers who can afford to purchase your product|
Once you have all three of the above-mentioned criteria ready, you have to set your paid social media advertising. After this, narrow your audience that meets all three criteria using your highly engaging content.
Combining Paid Search and Social Ads for your Social Media Advertising
Combine your social media ads with PPC search ads on Google using RLSA for your social media advertising campaign. The RLSA is a wonderful and powerful tool to customize search ads to the audience who recently viewed your website. This way you can hike your click-through and conversion rates 3X while reducing your cost-per-click by a third. But like any other system, the RLSA also has a drawback. This tool doesn’t do anything with an audience that is unfamiliar with your brand. However, you can overcome this by using social media advertising.
By using social media advertising you can familiar more people with your brand. You can use these inexpensive ads to initiate the process of biasing more audience to your content.
Use these powerful methods and tips to give more memorable and inspirational content to convert your donkeys into unicorns. You can use social media advertising guide especially when your content market labors are hostile.
Social Media Advertising – Facebook
You can achieve three broad types of campaign objectives using Facebook ads. This includes:
- Brand awareness
- Sending traffic to your website, generating leads and encouraging people to connect you on Facebook
- Creating online conversions, making catalog sales and driving foot traffic to offline stores
Facebook is a great place to start with social media advertising because of its popularity. This platform also offers detailed options for targeting and consideration of the audience.
Photo Advertising on Facebook
Facebook photo advertising includes a photo, a headline, a link description plus 125 text characters. You can also include a call-to-action button, for example, Send message or call now or shop now. You can create your photo ad on Facebook using Facebook Business Manager. It can also use your Facebook page and promote your product using a simple post with an image. Photo advertising works well if you show people using your product instead of just a photo of the product itself.
Video Advertising on Facebook
Video ads on Facebook range from short mobile videos too long 240 minutes desktop videos for various promotions. You need to consider all the options according to your solid goals and target audience. The completion rate of short videos is higher compared to long videos in Facebook ads. If you have a compelling message then don’t hesitate to go a little longer with your Facebook video ads. If you compare ads on Facebook then you will notice that the ads with videos get higher returns.
Facebook Story Advertising
The Facebook story includes a full-screen format where photos display for 6 seconds. Any videos on Facebook stories can last up to 15 seconds. A Facebook story ad is part of Automatic Placements you can select while creating your ad on Facebook. These Facebook stories last only for 24 hours hence they are perfect for in-the-moment marketing. This includes limited time offers you want to promote for your business using Facebook story ads.
The majority of the audience on Facebook likes this kind of advertises quick and easy to understand. Hence, keep in mind to keep things simple while creating your Facebook story ad.
What are the Carousel Ads on Facebook?
This type of advertisement will let you include up to 10 different images or videos with their link. This entire thing merged in a single ad is called a Carousel ad on Facebook. This type of ad is great for showcasing different features of a product. You can also use it to show a step-by-step process using this ad on Facebook. Another great advantage of this ad is it allows you to present multiple products in a single ad. You can easily present a compelling and effective story using different elements for your Carousel ad.
Slide Show Ads on Facebook
You can create a slide show ad on Facebook using several static images to make a video for your ad. This feature on Facebook offers the compelling motion of video without any video-specific resources. This is great for someone looking for more than static photos but not ready to try video ads. Use this feature to promote your products in an eye-catching way.
Highlight your Content Right in the Facebook Feed using Collection Ads
This includes a cover photo or video plus your product photos with pricing and descriptions right in the Facebook feed. This way without leaving Facebook, your audience can learn more about your product. This is a great ad feature for you if you work with retail or travel brands.
Interactive or Instant Experience Ads on Facebook
As the name suggests, they are full-screen interactive ads for Facebook mobile feed. This instant ad includes 20 images or a 2-minute video along with a call-to-action button. You will also get up to 30 characters of text for the description of your product. Interactive features like tilt to pan are also part of these instant experience ads on Facebook. You can use an instant form using this feature to collect customer or lead information.
Connect Your Audience Directly on your Messenger using Facebook Messenger Ads
This feature is simply placing your ads on users’ home screens of the Facebook messenger app. You can use your messenger ads to connect with your business on Messenger or link it directly to your website. You can use this feature to restart trailed off conversations with a custom audience of people. This includes audience who have messaged you or your business previously.
Mobile-only Lead Generation Ads
This social media advertising includes pre-populated forms to make it easy to complete certain tasks for people. This includes:
- Newsletter Sign Up
- Free-trial Request
- Quote Request
This is a great tool for passing leads to your sales team or building your online sales funnel. You can easily achieve your target by asking for minimum information to process leads and maximize completion effectively.
Social Media Advertising – Instagram
Instagram just like its owner supports the similar three broad categories of advertisements as Facebook:
- Brand awareness
- Sending traffic to your website, generating leads and encouraging people to connect you on Facebook
- Creating online conversions, making catalog sales and driving foot traffic to offline stores
The specific types of ads in Instagram us again the same as the type of ads of Facebook:
You can make each type of ad for either the Instagram stories or the main Instagram feed.
Instagram Photo and Video Ads
The main difference between a regular post and ads on Instagram is it has ‘Sponsored’ in its top right. You can also add a call-to-action-button however; it depends on your campaign objective. It is also important that your ads be in style with your organic posts on Instagram. This way, your audience will know that the ad is from your brand. Adding motion to your post will have an increase in the lead compared to any ad with just a photo.
Carousel ads in Instagram
On Instagram, viewers can scroll through different images in a carousel ad. You just have to make sure that all your images and contents are visually similar and have a similar theme. Your ad must have a clear connection between the components of ads and must tell a consistent story.
Instagram Collection Ads are Just like Facebook’s
If you want to have an instant experience then you need to have collective ads. These collective ads can help you to hit through the options when you click directly on the page. However, collection ads on Instagram don’t include a headline but only 90 characters of text.
Stories Ads in Instagram
This type of social media advertising can use photos or videos that are 120 seconds in length. Such ads come in full-screen format between user’s stories.
Social Media Advertising – Twitter
The ads of Twitter have five different business objectives:
- Encouraging people to visit and taking action on a website
- Initiating a conversation about a brand or a product by promoting tweets
- Pay for each follower by promoting a twitter account
- Promoting tweets to a huge audience and getting CPM (Pay for Impression)
- Promoting tweets using App Cards and pay-per-click to open or install an app
A brand can create a Twitter ad using two different methods:
- Automatic promotion of tweets for you by Twitter Promote
- Setting up an ad campaign as per different marketing strategies using Twitter Ads Campaign
Use Twitter Promote for your Social Media Advertising
You can promote Tweets to your specific audience via a Twitter algorithm with Twitter Promote. This algorithm uses a Twitter quality filter to promote your first 10 daily organic Tweets. Twitter Promote also helps you with promoting your account to gain a new audience. All you have to do is select five interests or metro location and Twitter Promote will do the rest. With Twitter Promote, your account will reach approximately 30,000 additional users each month and gain 30 new followers on an average. However, Twitter Promote will cost you USD 99 each month.
Twitter ad Campaigns for Your Social Media Advertising
This ad campaign will first let you choose a business objective as per your business goals. You can even select your existing tweets to promote or create them specifically as ads. You will get the best conversion rates if you run separate advertising for mobile and desktop users.
Use Snapchat for your Social Media Advertising
You can achieve your three types of marketing objectives using Snapchat ads:
- Reaching a huge audience to spread more awareness of your brand
- Driving traffic to your app or webpage and other considerations like app installs and lead generation
Snapchat is a great platform if your target audience is a young population. You can also reach more female audience using Snapchat ads.
Using Snap ads as your Social Media Advertising
You can start using Snap ads with a photo or a video that is 10 seconds long. Advertising in Snap ads is in full-screen and vertical format. You can include features like app install, landing pages, lead forms, and long videos as well. Our best advice while using Snap ad is to try to keep your ads to 5 or 6 seconds. Don’t try a lot of things on Snap ads because time moves rapidly on this platform. However, you must use other strong features like key message and call-to-action. You can use a powerful headline to encourage more users to tap on your ads.
Collection Ads on Snapchat
This feature on Snapchat will allow you to display a series of products using four thumbnail photos in one ad. You can also manage to link each thumbnail to its URL for your social media advertising on Snapchat. We suggest you keep all your snaps simple so your audience can focus on the products in your collection ad.
Snapchat filters for Effective Social Media Advertising
Filters on Snapchats allow their users to apply graphic overlays on their Snaps. It is so popular among users that they use these filters around millions of times each day. You can include real-time location, count down or other information to make a smart filter on your Snaps. You just have to use your filters in a way that can provide context to your ads. Your filter must align with the time, place and the objectives of your ad campaign. Our advice is to use the top or bottom quarter of your screen to use the creative filters.
LinkedIn – for your Social Media Advertising
Fulfill three types of your business goals with LinkedIn ads:
- Spreading awareness about your brand or company
- Driving website visits, promoting engagement and video views
- Collecting leads and driving your website conversions
This platform is more towards business-oriented, unlike other social media platforms. Hence, they offer to target your audience based on the user’s qualifications. This includes their job title, seniority and the like on LinkedIn ads for your campaign.
There are various types of LinkedIn ads you can choose for your social media advertising.
Sponsored Content on LinkedIn ads
These ads show up on the users’ news feed on both mobile and desktop. You can use this ad to get display your products and brand expertise to a larger crowd. You will get the best engagement from your target audience by keeping your headlines under 150 characters. As per LinkedIn, the use of any image of 1200 x 627 pixels in size for your ad campaign is better. This is because of higher click-through rates of larger images on this platform for effective social media advertising.
Sponsored InMail on LinkedIn
This is something similar to email marketing but with direct messaging to your target audience. It also has various other interesting features like receiving ad messages only while a user is online. This means your messages won’t sit around getting stale on a user’s inbox on LinkedIn.
You are more likely to get a higher click-through rate if you keep your body text under 500 characters. Here are the top five call-to-action performers for Sponsored InMail:
Text Ads on LinkedIn for your Social Media Advertising
These ads are small units on the LinkedIn news feed. They appear at the top and the right of the news feed on desktop users. This type of ad is not available for users on mobile devices. You can include a thumbnail image of 50×50 pixels along with your texts as well in text Ads on LinkedIn. We suggest you keep your profile picture with a human face instead of logos or images of objects.
Use Pinterest for Social Media Advertising
You can achieve 6 different business targets using Pinterest ads:
- Brand awareness
- Getting traffic for your website
- Driving app installments
- Getting traffic to specific product
- Encouraging desired actions on your webpage
- Driving video views
This platform has more female users than males according to various surveys and research centers. With Pinterest ads, you can create promoted pins with your videos or a carousel of up to 5 photos. There are various choices you can make to promote your pins on this platform.
Manage your Social Media Advertising Using Pinterest Ads Manager
You will get a longer lead time compared to other social media networks on Pinterest. Hence, you can try to get creative as much as you want on Pinterest for your social media advertising. It also has Promote Button to create an ad using any existing Pin. These promoted pins have a pay-per-click feature hence making it easy to start with their advertising with the desired budget.
Social Media Advertising Using YouTube
You can work on following business strategies using YouTube ads:
- Collecting leads
- Driving traffic to your website
- Driving high product and brand consideration
- Building brand awareness while extending your reach
YouTube has more male audiences than female and they are well spread out from age groups up to 65. You must have a Google AdWords account to create YouTube ads.
TrueView Ads on YouTube for your Social Media Advertising
You see ads playing before, during and after your favorite videos on YouTube? Yes, these are the TrueView ads that play such ads automatically. You will also see these ads in places that are parts of Google’s display network like apps or games. The recommended lengths for these videos are usually 30 seconds though; your audience can skip these ads after 5 seconds. You can run longer too if you have great visuals with a compelling story. You can focus more on getting your most important message and branding in the unskippable first five seconds.
YouTube Non-Skippable Ads
These are short videos that appear at the start of a video or at the midpoint of a YouTube video longer than 10 minutes. Users can’t skip these 20 seconds long YouTube ads. You must understand that users are not always going to watch these ads just because they are unskippable. Hence, you need to keep your audio message compelling in case your audience is looking away or doing something else. Other Non-skippable ads on YouTube include bumper ads. These ads are a maximum of 6 seconds long and play at the end of any YouTube videos. Our advice is you start with strong visuals and leave enough time for a call to action with one message.
Now, these are some of the most common types of ads among the most popular social media advertising platforms.
You are probably thinking about your budget for these social media advertising campaigns. Don’t worry, our guide has a solution for your social media advertising for every budget.
What is the Cost of Social Media Advertising?
Most of the social media ads put up for sale in an auction format in these popular platforms. You can start by setting the highest bid on a target result or using your maximum budget for each day. This way, there is no set amount to pay for your social media advertising. You can create your ad and you will get a recommended bid as per your business goals through ad manager interface.
You pay usually depends on your business target but these ads are usually paid using the below methods:
- Cost per click (CPC)
- Cost per 1000 impressions
- Each conversion cost
- Cost per each video view
Other factors besides your competitors’ bidding also determine the amount you will have to pay for social media advertising.
- Your ad quality
- The Objective of your ad campaign
- Your target audience
- Target country
- Time of the year or even day (For example, more ads cost for weekends and less during weekdays)
- Network placement
How to Optimize your Social Bidding Strategy?
Don’t risk your social media advertising strategies with a poor social bidding Strategy. It is very common to overpay or limiting your audience with low bids while building social bidding strategy. Avoid this by finding the equilibrium and optimizing your strategy while being money conscious but competition. Make sure to keep your bids minimum at the start and gradually increase your bid amount. Otherwise, your social media advertising campaign may not get enough audience in a limited bid.
What is the Math Behind Bidding?
This subject is a fairly difficult topic for advertisers because you need different bidding strategies for each social media platform. However, our guide will help you understand the basic math behind the optimal bedding for social media advertising.
Use below formula while calculating your bidding for social media advertising:
- Cost Per Acquisition (CPA) = Total Cost/Total Conversion
- The Total Cost = Total clicks X Average cost Per click
For example, 100 clicks x $10 – $1000 total cost
- The Total Conversion = Total clicks X Conversion Rate
For example, 100 clicks x 1% conversion rate = 1 total conversion
You can also find that the CPA is equal to Average CPC (Cost per Click) divided by conversion rate.
Make sure your bidding strategy is safe and smart so you can work on your goals and budgets strategically.
Importance of Business Objectives
We know how difficult the situation is when you don’t know about your business goals, to begin with. This makes achieving your goals as an impossible task using social media advertising. Hence, it is critical to understand your business target when it comes to social media advertising. You choose the right social media platform and ad solution as per your business goals. If you know your business objectives, you can even have creative strategies according to your targets.
Know the benefits of Advertising on Each Social Networking Platform
Each online platform has its advantages when it comes to social media advertising of your business. But it doesn’t mean you have to use each paid ads features on every social media platform. But you can choose from one or two popular networks that align most with your business objectives for your social media advertising.
For example, Facebook is a great platform for business-to-customer and B2B social media advertising campaign with its plethora format. This format is best for more interaction with your audience and to find potential audience using brand awareness.
Instagram is an ideal platform for social media advertising with goals is to increase web traffic sales and awareness. You can show off your products with high-visual content to get more audience to engage with it. You can also get high B2C conversion with your best products on using this platform.
Learn Social Media Advertising by Practising
One last thing we have to say about social media advertising is to polishing your work. Start learning from your best practice and keep refreshing your tasks. Always test your work to make sure your future social media advertising campaigns are easier to handle. Team up with various design, content, development and social media handlers when launching any new ads.
When you constantly test yourself, you get to learn from your best practice and worst mistakes. This way you and your team will work faster and with more confidence when it comes to social media advertising. However, make sure your strategies are different with each social media advertising campaign. Because in the end, it’s up to you to strategically plan your social media advertising campaign successfully.
It feels overwhelming to handle and engage with every audience of each social media platform. To make the task easier you can use social media management tools like Ubercircle to publish, analyze and engage with your social media audience.
Do you have anything to inform us?
These amazing techniques will help you to understand all the tentative techniques into making a perfect surface for advertising. The more you understand, it will help you to advertise much smarter.
Plus, do you have any questions for us? If you do then feel free to comment down below and let us know your thoughts. Till then, happy marketing!
Social media advertising is a term used to describe online advertising (paid efforts) that focus on social networking sites. ... Social media advertising combines current targeting options (like geo-targeting, behavioral targeting, socio-psychographic targeting, etc.), to make detailed target group identification possible.
Paid social media advertising is a cost-effective way to promote your business. Each platform uses the pay-per-click (PPC) payment, model. This means that you pay only if the user takes the action you want. Unlike conventional advertising, this lets you engage with niche markets at a discount.
The simple answer is yes. Paid social does work. It's just what you need to increase revenues and keep loyal customers coming back for more. A CMO survey found this: As businesses continue to get results through social media, they're increasing their social media advertising budgets by 32% this year.
What is a paid post?
A sponsored post, also known as a promoted post, is a post to any community-driven notification-oriented website which is explicitly sponsored as an advertisement by a particular company in order to draw a large amount of popularity through user promotion and moderation to the most active or most viewed page on the website