Running social ads: where to start

Staff Writer Staff Writer
June 30, 2020

Social media ads will play a huge role in your marketing strategy and help you reach your overall digital marketing goals.

Unfortunately, there isn’t a one-size-fits-all social network, so it’s important to understand how each one works and what they’re best used for. Before deciding on a platform, we recommend asking yourself the following:

Who do you want to reach and how do you want to reach them?

The Who

When you choose where to place your ads, it’s helpful to know which networks are most popular with your target audience. When you take into account factors like user demographics and their desires, it will help you better understand your audience’s needs, and the platform they’re most active on.

For example, Facebook is the most popular platform for social ads. LinkedIn has shown great results in B2B marketing. Pinterest has far more female users than male users. And Snapchat & Tiktok are typically used to target a younger demo.

When you incorporate the observed behavior patterns of your target audience, you can easily narrow down which platforms to use for the best results.

The How 

Social media networks will offer you a vast amount of advertising opportunities. But, that doesn’t mean you should use all of them.

Should you use video, static imagery, or motion graphics? 

These all have a role in telling your brand story. A research study done by Facebook found that creatively telling a story with both static imagery and video ads in a variety of different sequences resulted in higher website traffic and driving purchase consideration. 

Whether it’s a captivating video on Facebook or an eye-catching graphic on Instagram, ensure that the visual aspect of your campaign is compelling. It’s important to note that while social networks would love to take all the money you’re willing to give, they will refuse to do so if it’s at the expense of the user’s experience. Besides, creative advertising efforts can help you connect with audiences better, gain quicker momentum, and are likely to receive a higher rate of engagement. This is why quality content is a win for both parties.

Complete an Audit

Lastly, when you think about which social networks to use for advertising, complete an audit on all your existing platforms. While doing so, take note of the content that performs well organically. The content that naturally performs at high rates without any ad spend is the best choice to start when budgeting for your first campaign.

Now that you’ve done your research on what’s been working, who you’re marketing to, and how you want to market to them; it’s time to think about your social advertising budget.  Spending more money doesn’t always equate to greater success, so it’s important to map out your business goals & objectives before launching a campaign.

Read our latest blog for a quick guide to social spending before executing your campaign.

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