A Guide To Social Media Advertising

Digital advertising has become a key part of most advertising and marketing campaigns. In 2016, the United States alone spent $72 billion on digital ads and by 2020 an anticipated $113 billion. Facebook is one of the biggest players in digital advertising, which indicates that social media is front and center in the world of digital ads. With so many social media platforms available, it can be challenging to develop an advertising strategy that works for you. While the networks available and tools are constantly evolving, the key principals of effective social media advertising are more stable. Here are some tips:

1. Use a free social media to test your ads

You’re likely already posting content on social media like Twitter, Instagram, LindedIn, Facebook and SnapChat every day. Even though some posts may not resonate with your followers, others will. It is best to track the post’s interactions, like which ones are being clicked, liked, shared, and commented on.

2. Take advantage of targeting features

Traditional ads are not as efficient as social media advertising. One of many benefits to social media advertising is that social platforms offer effective targeting capabilities that address the problem. From targeting social media managers on LinkedIn to fans of any specific show on Facebook, for more efficiency in advertising take advantage of this useful targeting feature.

3. Rotate ads frequently

Though it is frustrating to see the same ad on TV during every commercial break, repetition is an effective way of hammering the message using one-way communication. But, on channels where engagement is key and ads appear in user’s feeds directly, fresh content is necessary. Repetitive messaging may cause a business to lose more than it gains, so it is best to rotate ads every three to five days.

4. Use small samples to test the text and images used in your ads

Instant feedback is one of the greatest virtues of social ads. Gauging the effectiveness of posts in minutes and following up with analytics reports. Testing several ads with small audiences is the best practice to determine what works best, potentially using the best ad in the primary campaign.

5. Understand how ads are sold on different networks

Keeping the budget for social media ads in mind and under control also means thinking about whether you’re designing an ad campaign based on impressions or engagements. If you pay every time someone sees your ad or impressions, your message can cast a wide net. But, if you pay per engagement, you only want people who are interested in doing business with you to engage. The wording of the ad should help people self-quality.

6. Design ads with mobile in mind

In 2016, more than 80 percent of social network users are accessing social media on mobile devices, meaning most social media ads are viewed on mobile devices. Mobile ads should be designed specifically for the small screen, incorporating easy to view images on a pocket-sized device.


Author: Nicholas Wurzelbacher, Undergraduate Consultant 

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