Everything you need to know to generate results with ads on Social Networks – WAU
Ads on social networks are important to enhance communication actions on these platforms and thus scale the results. Another important issue: the paid media on these channels also helps to improve the organic performance of your publications. The golden rule for success in this strategy is to respect the particularities of each social network. […]
Ads on social networks are important to enhance communication actions on these platforms and thus scale the results.
Another important question: paid media on these channels also helps to improve the organic performance of your publications.
The golden rule for success in this strategy is to respect the particularities of each social network. Generic tactics do not work, since the public profile is different, as well as the language that must be adopted.
This article aims to show the benefits of social media ads. For this, we will present the characteristics of the main platforms and give tips on what should be considered when using advertising on these channels. Follow!
Social media ads: how to be successful?
Accuracy in definition of campaign objectives it is decisive for the success (or failure) of your strategy.
So, the first step to having good results on that front is to indicate what your brand needs are at that moment.
The idea is raise public awareness about the existence of your product or service? Present your brand? This situation is common for those who are starting a business or even for those who need to expand the scope of their communication.
The brand is relatively well known, but has it not shown good results in terms of engagement? If that’s the case, technically, let’s say your campaign’s goal is work the public’s consideration.
Is the goal to improve the public’s response to your CTAs (call to actions)? The focus, then, is on conversions. Remember that they don’t just involve sales themselves. Registration, downloads, sharing, in short, the definition of the conversion depends on what you expect with that campaign.
A common mistake in digital marketing strategies (which is repeated in the planning of advertising on social networks) is to fall into the trap that it is possible to “embrace the world”. That is, achieve several goals at the same time.
Make no mistake: the more targeted the campaign, the better. Define a priority audience, the one with the greatest potential, and clearly define what you expect to answer.
By doing this, the results are better in terms of performance, and it is much easier, too, to measure.
As we will see in the next topics, the objectives may even guide the use of a particular platform, since some networks work better for conversion, while others are more suitable for awareness raising.
Of course, in this case, we are referring to brands that have a strong presence on all social networks.
Let’s clarify how this works next. Check out!
What are the precautions in planning?
When scheduling advertising investments, it’s important to prioritize social networks where your brand has a good response from the audience. The proposal here is to expand the reach and, if all goes well, engagement and, of course, conversion.
Following this line of reasoning, there is no point in going to the ads if the answer is not yet positive in the organic results of the brand.
If that is your case, the first step is to understand what is happening. Is your content relevant? Is the audience that matters to your brand present on these platforms?
Anyway, the more information you can gather, the better for the analysis that needs to be done before planning your advertising on these channels.
Remember that, among the particularities presented by each of the social networks, the audience profile. He is usually different, mainly in terms of age.
If your focus is on young people, it’s hard to ignore the importance of Pinterest and Snapchat, for example. At the other extreme, LinkedIn, as a professional network, does not bring together teenagers among its priority targets.
In this story, Facebook is a different case. Due to its leadership and high volume of audience (there are more than 100 million users in London alone), it has expressive results in practically all ages and social classes.
In terms of scope, the results of Social Media Trend 2018 help to understand how public attention has been divided among channels. In the study carried out by Websites Are Us, the networks registered the following participations:
- Facebook – 95%
- Instagram – 89.1%
- LinkedIn – 69.2%
- Twitter – 62.1%
- Youtube – 40.2%
- Pinterest – 19.3%
What criteria should be adopted in each network?
Specify what you want to achieve with the campaign. In the case of Facebook, the ad management system is very intuitive. Thus, it is sufficient to indicate one of the objectives proposed by the tool itself, such as:
- clicks or conversions on the site;
- involvement of publications on the page;
- installing applications;
- event responses.
In order not to make a mistake, consider what stage your brand is in that customer’s purchase journey: awareness, consideration or conversion.
In general, you can choose between photo, video, carousel (to display multiple images), multimedia presentation, collection or Messenger.
To facilitate the use of the most common types, Facebook also has specific versions for registration, directing to the website (they are called link ads) and product presentation (for this, choose the option “dynamic ads).
The options are flexible, you choose to pay by goal, impression or conversion. The scheme is the same used in other digital platforms: the auction.
You set the budget for the campaign (daily or for a certain period) and the bid amount.
How to make
Go to the ad manager and determine the criteria for your campaign.
Take advantage of the Facebook Ads targeting features. In addition to the socio-demographic data, there is a way to refine the type of audience that will be reached based on more sophisticated criteria.
For example, if you have an email list, you can use the information to target specific ads to each group of leads. Thus, the offer will be customized according to the stage at which that person is in your sales funnel.
When using videos, remember that your “start” defines the success of the message. Studies carried out by the company show that the shorter the audiovisual, the more effective the result.
Ads on Instagram use the same tools and premises as Facebook, since the platforms are integrated and belong to the same company. To get an idea, your company doesn’t even need to have a specific profile on the network to advertise.
What works best around here? Brand awareness campaigns, especially those aimed at the end consumer. That is, the B2C actions must be prioritized.
If the idea is to concentrate your paid media only on Instagram, just make this indication on Facebook’s ad management system.
Stay tuned: only options with images will be accepted, to preserve the characteristics of this network.
The difference, in the case of common publications, is that your advertising message will appear with the “sponsored” label.
It is also important to remember that Instagram requires more attention with the production of images, since that is what users value. The recommendation is that the texts do not exceed 20% of the ad area.
The same Facebook guidelines apply, so you set your daily or lifetime budget (the term is used to designate the campaign’s duration).
To enhance the relevance of the content, the recommendation is that the ads are made according to the format of the posts. This is a way to achieve more interaction and engagement.
Assess the possibility of using Stories, which are images or videos that go offline after 24 hours. Attention: as the ads here will only be accessed by those who visit your profile, it is only worth using this option if you already have a significant number of followers.
LinkedIn has increased its representativeness among social networks, but maintains its main characteristic: it is a environment focused on professional networking.
His audience numbers are lower than those of competitors, such as Facebook and Instagram, however he has an advantage: the qualification of the public.
For advertising, we can say that B2B approaches work better. With this focus, ads of a more institutional character play an important role, since they can reinforce the building of the brand’s reputation.
On the other hand, as long as there is a corporate appeal, it is also recommended to offer products and services. Pay attention to the language issue: impulse buying is more difficult in the professional environment, so highlight the conditions that favor the sale.
In terms of formats, three ad options are available:
- Sponsored Content
- Text Ads
- Sponsored InMail
In all of them, the proposal is to explore segmentation resources, which are more comprehensive than those of other platforms. The explanation is simple: they they also use information related to professional performance.
Thus, it is possible to choose the user’s profile according to the sociodemographic data, the function performed, the level of experience and even by the company’s sector.
LinkedIn’s cost-per-click (CPC) is higher than that of other platforms, precisely because of the public’s qualification. The auction is also the method for setting the value and you can set it by CPC or CPM (cost per thousand impressions).
The system itself usually makes some indication of offers for the campaigns, depending on the budget and the level of competition for that segment.
How to make
The first step, if you don’t already have it, is to create a Company Page, since you will need this for most formats. From there, enter that link and configure your campaign.
Do not neglect the tests, as they will help to improve the results obtained in each campaign.
Another important issue is measurement. The platform shows different types of reports with the results of the campaign. It’s important to evaluate and, if necessary, make adjustments to optimize ad performance.
There is a consensus that, despite the higher cost, the ads on LinkedIn can be worthwhile depending on the results. RD Station has a successful case in this area. It managed to increase the conversion rate at levels well above that achieved in other channels. This and other examples are worth analyzing.
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Ads on Twitter can help increase your number of followers, ensure greater reach for your messages (through the sponsorship of certain subjects) and generate traffic (or leads, depending on the level of brand maturity on the platform).
The user base is representative, however Twitter has positioned itself as an important social network for updating. What matters, in this case, is the instantaneousness, because of the characteristics of the posts and the user’s profile.
The advertiser can choose between three types of ads:
- Sponsored Tweets (or promoted): although it receives the “promoted” label, the result of this type of advertising is good, since the brand enters the users’ feed. If the appeal is relevant to the person, chances of engagement are high (responses, retweet, markup, etc.)
- Promoted accounts: the objective, in this case, is indicated to gain followers and to increase brand recognition.
- Promoted subjects: Ads of this type appear on the side and are also marked as “promoted”.
Two types of auction are offered on Twitter: automatic bidding (defined by the system itself) and maximum bidding (in this case, the advertiser defines how much he wants to pay per follower, lead, engagement or click).
Like other social networks, the company only pays when the user completes the action defined for the campaign. That is, visit your page, become a follower, download an application, etc.
How to make
To advertise on Twitter, the first step is to set up your account through of this page.
When targeting the campaign, evaluate the opportunity to take advantage of specific options in this network, such as directing the message using a certain hashtag or even someone’s profile.
As is common in this type of environment, it is impossible to ignore the performance of A / B tests. It is from them that the campaigns can be adjusted according to the objectives of the brand.
You can try changes in the texts and in the type of segmentation, but don’t forget the basic rule: test only one option at a time, so that you can validate the results.
It is the main platform for accessing videos in the world, so it is difficult to ignore the importance of YouTube for the success of your marketing strategy. Official data from the company indicate a total of 1.5 billion users.
You may have read or heard about it, but let’s emphasize: the video is the “ball of the season” on the internet, gaining more and more space among the audience’s favorite formats, including for consumption on mobile devices.
Ads on YouTube must be set up through Google AdWords, Google’s advertising platform.
Thus, if you use sponsored links in your campaigns, you will have no difficulties, since the configuration platform is the same.
In terms of objectives, the options in this channel are quite comprehensive, since the audiovisual works well for institutional presentations, in favor of building the brand, but also yields excellent results when presenting products or services and even offers.
Google AdWords offers several possibilities for those interested in advertising on the Search Network and the Display Network, especially in terms of targeting.
Specifically on YouTube, you can choose from three formats:
- In-Stream: the video of the brand will be displayed before or after the videos selected by the user who even have the option of not watching it;
- Trueview: sponsored videos are displayed in searches related to this format;
- Banners: the most common formats are the rectangles displayed at the bottom of the video.
The history of charging by auction was created by Google, so it makes sense that this is the payment model adopted on the platform. The CPV (cost per view) is specific to videos, and includes your insertions on YouTube or the Display Network.
Important detail: the advertiser only pays when the video is viewed for more than 30 seconds or when some type of user interaction with the message is recorded.
Campaign values can vary widely, depending on the format and type of targeting used to distribute the advertising message. Therefore, it is difficult to determine an average cost for the budget. But look at this: if you invest R $ 20 reais per day, you are entitled to receive help from an advertising specialist on YouTube.
How to make
If you’re starting your advertising experience on YouTube, start by visiting this link. You will find a complete walkthrough for your first video campaign, as well as success stories that can be inspiring.
Optimization, in the case of ads on YouTube, is all about making the most of targeting resources. It is possible to go far beyond the demographic issue, focusing, for example, on the interests of the public.
Depending on the type of material that will be used, it is worth linking the display with one or a set of keywords.
As you saw throughout this article, posting ads on social networks requires extra attention with the brand positioning and, of course, with the technical aspects.
Therefore, it is important to be aware of how this type of advertising works, but for the campaign execution phase, it is important to have help from specialized services.
Did you like the article? Still have questions about the best way to use social media in your marketing strategy? Check out our kit of content on social media marketing!