social media advertising

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Advertising on social networks: what is it, advantages and benefits

With in digital marketing plans, social media advertising on social networks or Social Ads is one of the most powerful resources to achieve our business results. Today, this advertising solution adapts to all types of companies, budgets and needs. Companies have an increasing presence in this channel, thanks to its good results and the fact that potential audiences are there.

If you want to include social media advertising in your digital marketing arsenal, don't miss this article! We are going to talk about what Social Ads are, what are their advantages and how to implement them successfully.

What is social media advertising?

Social media advertising consists of showing ads paid by brands to users of a social network, either intermingled in the content or in the form of a display. Generally, these ads follow a cost-per-click or CPC model, that is, the advertiser only pays if a user clicks on the ad.

 

Of course, there are many different types depending on the network where they are located. Today, these are the main platforms we have:

social media advertising Facebook Ads. The most popular network in the world is not far behind when it comes to offering services to advertisers. Facebook has a very extensive advertising interface, in which advertisers have all kinds of options to promote their content or present their products and services.

 

social media advertising Instagram Ads. Instagram and Facebook share the same advertising solution, so it is very easy to organize orchestrated campaigns. In this network, what works best are campaigns with a high visual component.

 

social media advertising Twitter Ads. Although this network no longer enjoys the popularity of yesteryear, it is still a very interesting option when it comes to advertising. Among its social ad options we can find campaigns adapted to a wide variety of objectives: conversion, leads, application download ...

 

social media advertising YouTube Ads. If you want to promote your brand through videos, YouTube is a great place to insert your advertising. They are the format most similar to traditional spots.

social media advertising Snapchat Ads. Advertising on Snapchat is still not very popular in the Spanish market, which means that you can experiment with your ads without worrying so much about the competition. It's ideal for light-hearted brands, with interactive options like Sponsored Lenses and Sponsored Geofilters.

 

social media advertising Pinterest Ads. This network is a real mine to exploit in sectors such as weddings, cuisine or fashion.

 

social media advertising LinkedIn Ads. If your company is dedicated to B2B or you want to reach a mostly professional audience, this is your place.

Advantages of advertising on social networks

It allows you to quickly increase your visibility. The algorithms of social networks like Facebook make it difficult to reach many users organically. Although in theory it is still possible to develop your presence on this network without using paid ads, in practice it is a long and difficult process. Therefore, if what you want is to get your brand to Facebook users, ads are the most efficient way.

 

You can reach a large potential audience. According to Statista, in 2018 there are 2.62 billion users of social networks worldwide. In fact, the vast majority of internet users use social media.

 

They reach users where they are. Users spend a large amount of time on social networks, and also the activity figures do not stop growing. That's why social media ads are a great way to reach them.

The segmentation possibilities are nothing short of endless. Segmentation by demographic categories such as age, gender or location is far behind. Social networks have a large amount of information about users, and this makes it possible to target our ads with great precision based on their interests, behaviors and characteristics. You have no excuse for not reaching your ideal customers!

 

The payment model is very profitable. On the one hand, you will only pay for user clicks, thus saving you the problem of wasted investments. But it is also that the cost per click of this type of platform is usually quite cheap. As with other online advertising solutions, such as Google AdWords, the price depends in large part on the quality of the ads: if you work to increase your Quality Score, the price per click will decrease and the ROI will increase.

 

They allow a great control of the budget. You can start advertising on networks with only a few euros a day, so it is a suitable solution for small and medium-sized companies. But they also offer enough options and potential scope for large multinationals to invest millions of euros in them.

They offer a large number of formats. From simple text and image ads to photo and video galleries, interactive content, or forms, in advertising on social networks you can find formats for all tastes. In many cases, the format is specifically designed to be integrated into the network to which it belongs and thus lowers the user's barriers in the presence of advertising. In short, social ads are an ideal place to display all your creativity.

 

They provide detailed analytics. Advertising platforms on social networks have a large amount of information available to advertisers. You will be able to know at all times what is happening with your ads in real-time and link them with your conversion strategy to assess the return on investment.

5 top tips for advertising on social networks

 

1) Define your budget and your goals correctly

As with any social media tool, ads on social networks must respond to your global strategy and have KPIs that allow you to measure success. So the first question to answer is: what do you want to achieve with advertising on social networks and how will you know if you have achieved it?

To begin to reflect on the subject, you can take the Facebook Ads objective classification as a guide:Recognition: or, in other words, "I want people to discover my brand." Within this objective we can find advertisements aimed at brand recognition, local diffusion and reach.Prestige: here we take one more step within the conversion funnel to start looking for potential clients. Secondary goals include traffic, engagement, app downloads, video views, and lead generation.

Conversions: finally, we have the campaigns that seek to generate conversions, sales of the product catalog or visits to the business.

2) Take advantage of all the segmentation possibilities

If you want your campaign to be successful, it is essential to target it to the right audience. But with so many targeting options, we often don't know where to start.To correctly segment your ads on social media, my recommendation is that you start by creating a "buyer persona" or description of your ideal client, as detailed as possible. You can then use the network's targeting filters to match the audience for your ads.

 

 

3) Use and abuse A / B tests.

When we set up an ad on social media, we have to make a lot of small decisions, from the color of the main image to the text of the call-to-action button. All of them can be crucial in deciding the success of an ad so don't leave them to chance!

To optimize your ads in a systematic way, use A / B tests: create two ads equal in everything except for the element to be tested, launch them at the same time and compare the results. Thus, you will be able to find a combining different elements until you find the perfect ad.

4) Your ad is just the beginning.

Ads shown on social media are just the beginning of the consumer journey. What happens when users click on the ad?Ideally, social media campaigns should be aimed at a landing page that responds to the objective sought, for example, encouraging users to leave us their data so that we can send them specialized content. Well, optimizing this landing page is as crucial or more as optimizing the ads. And as you've probably already guessed, it's also a great place to put A / B testing to the test.

 5) Get trained and stay up-to-date with news.

Social media advertising is a field with tons of options to discover, so I want to encourage you to study them in depth to go beyond the basics. Additionally, ad platforms are constantly refining their offering and changing requirements, so keeping up with the latest changes is essential.

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