the social media advertising has now become an essential pillar of online advertising. Companies use this strategy, which is deployed on social networks, to gain visibility with a targeted and receptive audience. To exploit this tool to the maximum of its possibilities, it is essential to know the basic principles.
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Here are 8 tips for getting started in the best conditions.
What is Social Media Advertising?
Also known as SMA or Social Ads, Social Media Advertising is one of the two areas of Social Media Marketing, along with Social Media Optimization. SMA refers to all advertising operations carried out on social networks through their paid distribution program: Facebook Ads, LinkedIn Ads or Twitter Ads.
Often billed on a cost-per-click basis, the SMA has the advantage of relying on extremely precise targeting. User account data makes it possible to segment prospect lists according to a large number of criteria.
Finally, the massive use of social networks around the world makes Social Media Advertising a powerful tool to benefit from high visibility. The rates offered remain more attractive and therefore accessible, even to the smallest structures.
8 tips for a successful Social Media Advertising campaign
Exploit the right networks according to the target
Social networks are not all for the same people. To reach your audience, it is important to carefully choose the one or those on which to launch your campaigns. Some are generalist and bring together a huge number of users, like Facebook or YouTube. It therefore seems difficult to do without. The fact that all kinds of profiles exist on these platforms is compensated by their multiple segmentation possibilities.
Other networks are more specialized and address different sections of the population. For example :
- LinkedIn is reserved for companies: it is the ideal place to carry out BtoB campaigns.
- Twitter can also fill this role even if a large part of the accounts are personal.
- instagram is invested by young people who are thirsty for aesthetic visuals and inspiring lifestyles: this is the realm of influencer marketing.
- Finally, Snapchat and TikTok are mainly used by teenagers and young adults looking for entertaining videos. BtoC brands have everything to gain by including them in their campaign.
Take the time to target your audience
The preparation of a social ads campaign goes through the precise definition of the users to be targeted. The advertising tools of the networks make it possible to segment the profiles according to very varied criteria such as location, age, gender, level of study, sector of activity, profession, centers of interest.
If it wants to put the odds on its side, a video game publisher must, for example, broadcast its advertisements primarily to a male audience, aged 15 to 25, who participate in groups on the subject and whose various centers of interest have an obvious connection with it. This target can be on Facebook, but especially on TikTok or Twitch.
Organize your Social Media Advertising campaign
Before launching your campaign, you have to prepare it well. This begins with the choice of an objective. Platforms generally offer the possibility of improving notoriety, increasing engagement or even converting prospects into customers. Depending on the purpose, the tools made available will not be the same.
Then you have to think about the most appropriate formats: photos, videos, texts. Videos are currently the most popular media for Internet users. They attract attention and generate more emotions. Finally, locations should be chosen wisely. Each social network offers different formulas. On Instagram, there are “Stories”, on Facebook, events. LinkedIn provides access to carousels, “Dynamic Ads” or “Sponsored Messaging”.
Monitor the competition
Getting started in Social Media Advertising can seem difficult, especially for brands starting from scratch. Everything has to be defined: target, objective, strategy. To take bearings, it can be interesting to observe the actions implemented by the competition. The idea is not to copy a campaign, but to learn from and avoid mistakes already made by others.
This watch consists in concrete terms of analyzing the keywords and hashtags used, the target audience, the tone adopted and the content offered. It is also essential to carefully monitor user reactions. Feedback from competitors’ prospects and customers is a valuable source of data, especially for a brand that does not yet know its market inside out.
Offer quality content in suitable formats
Content must be at the heart of the strategy put in place. Well-tuned parameters and perfectly realized segmentations will be useless if the publications are of poor quality. To produce good visuals and relevant texts, you always have to start from the target and ask yourself what type of message they want to discover on their newsfeed.
Brands must therefore ask themselves about their expectations, needs and issues in order to publish content that brings real value. In the event of a lack of inspiration, it is possible to find ideas among the competition, but also on the pages of companies in other sectors by adapting the content. It is also recommended to ask your audience directly what interests them and even encourage User Generated Content, that is, content created by users themselves. It’s an easy and cost-effective way to generate a large amount of posts.
Carry out tests to keep only the best
Spending a substantial budget on 2 or 3 different advertisements, without having tested them beforehand, represents a risk that must be absolutely avoided. Before investing massively, it is strongly advised to carry out A/B tests in order to choose the sponsored publications which obtain the best results. This phase of trial and error may seem long, but it is essential to the success of the campaign. Each advertisement must be tested with different visuals, hooks and CTAs. And if no solution works, you have to ask yourself the fundamental questions of the target, the networks used, the objectives and the overall message.
Choose high-performance tools to increase productivity
Managing a few social media advertisements broadcast on a single social network is quite possible. But if a brand has to manage several campaigns, each comprising 15 different paid publications, all on 5 platforms, it must equip itself with a powerful management tool.
Generally, this type of online solution makes it possible to centralize accounts and schedule publications for all its networks from the same interface. It’s the best way to increase productivity and get an overall view of the progress and performance of your Social Media strategy. There are many tools like HubSpot, Hootsuite, SocialBakers, or Agorapulse.
Analyze the right KPIs
Any strategy must be evaluated in figures in order to determine its degree of effectiveness. This is the only way to know whether it should be continued, improved, restructured or definitively abandoned. This appreciation is measured through the analysis of KPIs or key performance indicators, chosen at the start of the campaign. For Social Media Advertising, the KPIs to follow are:
- coverage, i.e. the number of profiles that have had access to sponsored content
- the number of clicks on the publication or the number of video views
- the engagement rate, i.e. the number of likes, shares and comments in relation to the organic reach or the number of subscribers, depending on the case and the networks
- the number of subscribers gained or lost
- the number of visits to the site
- the number of sales
All these figures must be put in relation to the monthly budget spent for the distribution of sponsored publications. One of the great advantages of SMA is the massive amount of data available through advertising tools: it makes it easy and precise to calculate the ROI of a campaign.
Launching a Social Media Advertising operation cannot be improvised. A brand that wants to be successful must study existing networks to understand how to organize its communication there. She must also determine her target and learn how to talk to her in a way that engages her. Finally, each action must be evaluated in order to adjust the strategy as soon as necessary.
To go further, download this free guide and discover how to set up an effective social listening project that will help you take strategic decisions.