Reaching a wider audience for your business mean that you have to step up your game aka optimize your social media presence and advertising. But in a saturated platform like Facebook, Twitter, Instagram, Pinterest, etc.
Along the way, organic content isn’t getting enough engagements and reach. Following this, businesses now resort to paid social content (social media advertising) more than ever.
Social media advertising has been a reliable strategy to target audiences on specific networks through demographic parameters available in the social media platform along with monitoring ad spend, narrowing content selection and capping ad frequency. To utilized deployed campaigns, here are 8 ways advertisers can optimize paid social media content:
Choose the appropriate objective
Knowing your campaign objectives set your paid content in the right direction. You can opt for a traffic objective which can drive significant traffic to your website when in the face, you wanted users to take measurable events. Aligning your campaign objective to your business goal can save you serious business cost. Paid social media advertising usually have 5 common paid social goals:
5 Common Paid Social Media Advertising Goals
Increase Website Traffic
If you want customers to be led to your website’s homepage, blog section, product pages, selecting the website traffic is the appropriate campaign to choose. Traffic goal can be measured by unique visitors and pageviews.
Increase Brand Awareness
This campaign objective leads to brand recall and recognition for a new site/brand. Brand awareness campaigns can be measured by customer reach and impressions.
Increase Social Media Content Engagement
Bumping up social media content engagement can be measured by likes, comments, shares, video views, etc.
Businesses can deploy conversion-based campaigns to amplify brand sales.
Select fit social platforms to advertise on
A clothing brand maybe fit to be advertised on Pinterest than on Twitter. In order to gauge which social media platform fits your brand best there are multiple considerations:
- Is this platform performing well organically for my brand?
- Can this platform target perform demographics for my brand?
- Is this channel working well for our competitors?
- Does my target audience according to historical data consistently engage in this platform?
- Does my ad format suitable for what the platform offers?
Test targeting options
Finding the audience that perfectly fits your brand’s market takes a lot of grueling time and effort. One key to finding your brand’s market in a social media platform is to create personas that match your brand’s tone and voice.
For Facebook, LinkedIn and Twitter advertising, using Saved Audiences enables advertisers to save and alter targeting parameters native in Facebook.
Use high-value segments
Audience targeting is not only about the native targeting parameters available but also in the tracked events of your pixel or tag. For an instance, if you just launched your site and is in need of additional sales, would you waste your time finding the perfect audience fit or you’ll instead utilize a high-value segment of your most recent purchasers tracked by Facebook pixel? Using a high-value segment in your advertising adds more guarantee of achieving your campaign goal.
Create engaging ad creatives
Users consume ads with their eyes before they read the copy. They first engaged in attractiveness, color scheme, copy hierarchy and enticing images on the ad. As an advertiser, it is important to communicate the brand itself and the ad message as well via the ad creatives. Once you get people hooked, rest assured that relevancy and cost will significantly improve.
Pay attention to your data
Before making any changes, pay close attention to what your data is telling you. In your perception, an ad may seem unattractive but looking at metrics such as cost per click, relevance score, and impressions, it may be telling you otherwise.
Optimize for web and mobile
Ad placement option can often be overlooked by most advertisers. However, upon realizing its optimization efficiency on where your budget is spent on and whether your ad is served on mobile or on desktop, placement has become a go-to metric for significant optimization. Before deciding on where you prefer your ads must be served, verify your optimization activity versus historical data.
Along with the many ways to achieve your goal in social media advertising, nothing beats discipline and daily monitoring ad performance. One day your cost per click might go up until $7 and not notice it. However, with data vigilance, favorable results may be expected as variables are controlled early.