Jun 02, 2016 | 3 minute read Social Media Advertising Basics
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By: Carrie Miller
Learning to navigate in the social media advertising waters of business today is a tricky, tricky thing. Most of us are learning by example or trial and error, so any basic outlines available are much appreciated!
Where the $money$ goes.
When not managed properly, social media advertising budgets can quickly break the bank with little to no returns. Spending thousands of dollars per month on PPC campaigns that have a low conversion rate are not only a drain on the finances, but a sure way to get removed from your position. What to do?
First off, make sure that you have a well thought out and well planned advertising strategy before launching your campaign. Set all goals and objectives prior to launch date: drive traffic, increase sales, sign ups, etc.
Advertise where?
Knowing the social media outlet that you are planning to advertise on is a basic but complicated thing. Basically the top three choices are:
facebook-–">Facebook –
Facebook’s extremely large audience makes it one of the most popular social media advertising options. You can find any target audience type listed and can focus your efforts demographically, by interests, behavior, or create your own target group. This is a very flexible option that can tie in to almost any advertising campaign.
One downfall is the text ad limitations that Facebook puts on its businesses. 20% and no more of your ad can be text. This does require some creative graphics to be put in place.
twitter-–">Twitter –
Although not nearly as sophisticated as Facebook, this is still a good option for social media advertising. There are some drawbacks to their demographic options, but the basic options are age, language, and location. You also have the targeting options of behavioral, interest, follower and keywords (hashtags).
instagram-–">Instagram –
As Instagram grows, it becomes more and more an option for social media advertising. This visual platform does require that ads be set specifically to be affective.
Increasing your Conversions from Social Media Ads
In order for your social media ads to be successful, you must start off with the basic understanding of the difference between Google and Facebook/Twitter/etc ads. You probably think that you already understand everything, but have you considered that when your leads are coming from Google, it is because they are already searching for you? Yes, that makes the Google vs. Facebook/Twitter/etc ad sets much different. This gives you little time to show relevancy, entice, attract, and convert your lead. You must create a visually pleasing ad with great images and few words that will stop your prospect before they can scroll past your ad.
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