How to Advertise on Social Media Platforms
Looking for a fresh new audience fast and easy? Social media advertising is the way to go.
While organic content and engagement are essential, it is getting harder to achieve. Boosting became an essential part of getting more views and engagement.
It is crucial to know your options such as doing paid advertisements and how to get the bang for your buck.
Social media ads
Advertising on social media is a focused way to reach your target audience so you can focus on either new customers or returning customers or even both!
The good news is most if not all social media platforms have their own marketing tools and advertisement features that are convenient and effective if you know your goals and the techniques to achieve them.
The first step is to find out which networks are most popular with your target demographic. Different age groups tend to have different interests and might possibly be on different platforms.
You should also know what your business goals are so that you can strategize on which platform your content will work well. If you are more into creating videos then Tiktok might be better for you than Instagram, or pictures then the other way around.
There are also some guidelines you have to remember when you start making your advertisement.
Use good quality graphics/video advertisement
No matter how much you’re paying for your advertisement’s spot it is still important to use good quality graphics. When we say good quality it means that it should have an eye-catching image, color, and interesting text if any. Social media platforms are already full of images and videos that keep your audience distracted that is why catching their attention is going to be a challenge.
Set your goals
In order to properly measure the success of your advertisement then you should know your goal and set them with the proper tools. Setting a goal means you are tracking the essential data that will tell you if you are actually gaining conversions from your ads. Also, tools will help you know what metrics you should set up if they know what your goal is.
Use Pixel
If you have a website then setting it up with Facebook Pixel is the way to go. Not only will it help you keep valuable data, you can also use these to take your advertisements to the next level. By gathering data from your website you will know what demographic are visiting your site, purchasing from your store, and even those who have left things from their cart.
Target the right people
When you have enough data then you can target the right people. Use their interests, email addresses, a lookalike audience, and more. By utilizing these tools you can immediately target people who know about your brand and are warm enough to make a purchase or to go back to the carts that they have left.
Targeting the right categories of interests keeps your ads relevant and recognizable by your target audience. While the lookalike audience uses your competitors’ data on who are interested in the same products and services.
Improve Your Quality Score
Quality score is a metric used to rate the quality and relevance of your ads, which then influences your cost-per-click. Just about every online advertising platform has it. On Facebook, it’s called a relevancy score. On Twitter, it’s called a “Quality Adjusted Bid.” In Google, it’s pretty much called a quality score.
Whatever it’s called, quality score is an important metric for social media advertising, so you can’t ignore it. You can improve that quality score by increasing your post engagement rates. If the platform knows you have more interested eyes on you, it’s natural to assume that your ads will get more attention as well.
Quality score is the gift that keeps on giving. When you improve your quality score, you also improve your ad impressions. The higher your quality score, the more ad impressions you’ll get, and the more clicks you’ll likely receive for your ad, thus getting more value out of your ad spend. On the other hand, a low-quality score will yield fewer ad impressions, thus fewer clicks, and at a higher cost per engagement.
You can increase your post engagement rates by promoting your best posts, specifically your unicorns, which are your top 1-3% above all your other content. On the other hand, a donkey is the bottom 97% content you have, which is everything else. You can see whether a piece of content you’ve published is a unicorn or donkey by testing it out and looking at their metrics.
Post a lot of stuff organically, then look at the analytics to see which content is getting the most engagement. You can then crosspost to other platforms to see which of them gets traction there. You can then pay to promote the unicorns that come out of that. The key here is to be very picky, only promoting the content with the most engagement numbers.
Generate Free Clicks From Paid Ads
If you pay for every user engagement, you need to stop that. That can be powerful, but remember that you’re spending money for that. In the end, you actually get the worst ROI by doing only that. You can get free clicks easily, as long as you know how.
You should only pay for what matters most for your business. Be very particular about what it is, whether it’s traffic to your website, app installs, followers, leads, video views, or so on. Whatever it is, that’s what you pay for, and everything else should be gotten for free.
For instance, let’s say you’re running a Twitter followers campaign, where you only pay when someone ends up following you. You can do that just as easily by just promoting one of your unicorn pieces of content, which can get a lot of impressions, retweets, replies, likes, and mentions, as well as visits to your website. All of that can be had for free.