Advertising campaigns on social networks are important to enhance communication actions on these platforms and, thus, scale up results.
Another important point: paid media on these channels also helps improve the organic performance of your posts.
The golden rule for success in this strategy is to respect the particularities of each social network.
Generic tactics do not work once the profile of the audience is different, as well as the language that must be adopted.
This article aims to teach you the benefits of advertising on social media . To do so, we will present the characteristics of the main platforms and give suggestions on what should be considered when using advertising on these channels. Join us!
Social media advertising: how to achieve success?
The precision in defining campaign objectives russia telegram data is crucial to the success (or failure) of your strategy.
Thus, the first step to achieving good results is to indicate what your brand ‘s needs are at that moment.
I’ll show you how to do it:
Awareness
Is the idea to raise public awareness according to the criteo marketer survey about the existence of your product or service ? Or perhaps to introduce your brand? This situation is common for those who are starting a business or even for those who need to expand the reach of their communication.
Consideration
The brand is relatively well-known, but jiangxi mobile phone number list hasn’t shown good engagement results ? If this is the case, technically, let’s say that the objective of your campaign is to work on public consideration .
Conversion
Is the goal to improve audience response to your CTAs (call to action)? The focus, then, is on conversions .
Keep in mind that this does not imply sales per se or registrations, downloads, shares, in short, the definition of conversion depends on what you expect from that campaign.
A common mistake in digital marketing strategies (and one that is repeated in planning advertising on social networks) is falling into the trap of believing that it is possible to “embrace the world.” That is, to achieve several objectives at the same time.
Don’t fool yourself, the more targeted the campaign, the better.
Define a priority audience , the one with the greatest potential, and clearly define what response you expect.
When you do this, the results are better in relation to performance, and it also becomes easier to make the measurement.
As we will see in the following topics, objectives can guide the use of a particular platform. You will see that some networks work better for conversion, while others are more suitable for awareness work.
Obviously, in this case, we are referring to brands that have a strong presence on all social networks.
Now, let’s clarify how this works right away. Check it out!
What are the precautions in planning?
When planning advertising investments, it is important to prioritize social networks where your brand has a good response from the audience . The idea is to expand the reach and, if all goes well, the engagement and, of course, the conversion.
Following this line of reasoning, there is no point in going for ads if the response is not yet positive in the brand’s organic results.
If this is your case, the first step you need to take is to understand what is happening: is your content relevant? Is the audience that interests your brand present on these platforms?
Ultimately, the more information you can collect, the better it will be for the analysis that must be carried out before planning your advertising on these channels.
Remember, among the particularities presented by each of the social networks, the profile of the public stands out . It tends to be different, mainly, in terms of age range.
If your focus is on young people, it is difficult to ignore the importance of Pinterest and Snapchat, for example. On the other hand, LinkedIn, being a network with a professional character, does not have teenagers among its priority targets.
In this story, Facebook is a special case. Due to its leadership and high audience volume, it has significant results in practically all ages and social classes.
What are the criteria that should be adopted in each network?
For each particular network, different criteria and objectives are determined, I will tell you:
Goals
Specify what you want to achieve with the campaign. In the case of Facebook, the ad management system is very intuitive. Therefore, it is enough to indicate one of the objectives proposed by the tool itself, such as:
- clicks or conversations on the site;
- participation of posts on the page;
- installing applications ;
- event responses.
To avoid mistakes, consider what stage your brand is at in the customer’s purchasing journey :
- awareness,
- consideration,
- or conversion .
Types of ads
Generally speaking, you can choose between photo, video, carousel (to display multiple images), multimedia presentation, collection or Messenger.
To make it easier to use the most common types, Facebook also has specific versions for registration, site targeting (these are called link ads) and product presentation (for this, choose the “dynamic ads” option).
Investment
The options are flexible, it’s up to you! You can pay per goal, impression or conversion. The scheme is the same as that used on other digital platforms: the auction.
You set the campaign budget (daily or per period) and the bid amount.
Optimization Tips
Take advantage of Facebook’s ad targeting features . In addition to socio-demographic data, it is possible to filter the type of audience to be reached using more sophisticated criteria.
Goals
Instagram ads use the same tools and assumptions as Facebook, as the platforms are integrated and owned by the same company. To give you an idea, you don’t need a specific business page to advertise.
What works best here? Brand awareness campaigns , especially those aimed at the end consumer. That is, B2C actions should be prioritized.
Types of ads
If you want to focus your paid media only on Instagram, simply set up your affiliation in Facebook’s ad management system.
Please note : Only image options will be accepted to preserve the characteristics of this network.
The difference, in the case of regular posts, is that the advertising message will appear with the “sponsored” label.
Also, you should keep in mind that Instagram requires more attention to image production, as this is what users value. The recommendation is that texts should not exceed 20% of the ad area.