Your company is committed to bringing in leads through a pay per click (PPC) and search engine optimization (SEO) campaign and has allocated the resources to move forward; but are you using all the tools at your disposal? If you are overlooking social media, the answer is no. Placing ads on social media is increasingly important. You may ask why? Here are some reasons your company should be using social media ads as part of your company’s digital advertising campaign.
A Mobile Target
Mobile devices are accessing more and more internet sites; we have already passed the point where the majority of internet usage comes from mobile devices; there is no reason to believe that the trend will decline. According to Statista, three and a half billion users accessed social media through mobile devices as of July 2019. What does that mean for your ad campaign? You will be more likely to reach a mobile user through the use of social media ads and take advantage of the growing trend of mobile devices as a conduit to the internet.
Identify Your Target
Hopefully, you had identified who your core customers are and how to reach them best before you embarked on any advertising campaign. If you have not defined your target demographic yet, it is an absolute must to understand what social media sites your customers use. You can do this through a short survey at checkout or when they access a page for something like a free download. Once you know what sites your customers frequent, then you can proceed with your social media ad campaign.
Best Social Media Sites on Which to Advertise
Facebook has been the gold standard for social media advertising for a little over a decade, and while some of their market shares have waned recently; they are still on top of the social media heap. Here are some of the types of ads you can run on Facebook.
- Image ads.
- Video ads.
- Slideshow ads.
- Carousel ads. (Showcase up to ten videos or images in a single ad)
- Collection ads. (A combination of images, slideshows, and video)
Facebook allows you to track analytics to see how well your ads are working and how much return on investment (ROI) you are getting.
Instagram has not been around as long as Facebook and Twitter but has taken giant leaps in popularity over the past few years. As an image-based social media platform, it is perfect for building your brand and promoting product awareness. The users tend to skew younger on Instagram, so if your target demographic is in the 18-35-year-old range, then this is the best site for you to advertise. Here are some of the types of ads you can run on Instagram.
- Image Ads.
- 30 Second Video Ads.
- Carousel Ads.
Picture and Interactive Navigation (Allows the User to build a custom product without leaving Instagram)
Twitter has also lost some of its luster in recent years, mostly due to political squabbling dominating the site, but it is still near the top of social media usage. Two simple types of advertising are offered on Twitter.
Promoted Tweets (Image or Video).
Promoted Trends (Hashtags).
The drawback to Twitter is that your ad has less time to be viewed, so be sure that you craft an attention-grabbing ad with bright colors and a bold headline.
To Sum Up Social Media Advertising
To ignore social media ads as part of your digital campaign is to handicap your company’s efforts from the start. If you do embark on a social media campaign, be sure to use A/B testing just like any other digital ad campaign so you can hone your ads; in time they may bring the results you want.