With Facebook’s algorithms now focusing on friends and family content first, marketers and content specialists, especially those in B2B marketing, are scrambling to find a way to pivot their strategies.
The only constant is change. And in the marketing dimension, changes happen quickly. That’s why this quick guide to paid social and social media advertising is tagged with the date, because these guidelines will look different in 2019, if not in a few months or even weeks.
Here are the basics you need to know if you’re diving in to paid social or need to refer to what the standards are today.
Make sure there is a clear objective behind your efforts, especially everything you put money behind. Examples of objectives include:
Your ad should look different depending on what your goal is. Your objective will also be crucial to how your ad targets audience feeds.
Before you run an ad, consider how the platform already performs organically, if it’s the right fit for your audience, and if your media format is ideal.
Bombarding users with ads will only result in an annoyed audience and an unhappy ending for the brand or agency. Instead of aiming for flashy, needy, and repetitive content, carefully create something that serves your audience content they will love and be naturally attracted to.
37% of social users claim that they use social media to find entertaining content. Maybe it's yours.
And why not make it an ad?
When they see something compelling, a whopping 76% of users have purchased from a brand's social media ad. Whoa.
When you’re first beginning an ad, keep the scope and bid small. That way you can monitor performance before you put cash behind a new initiative.
After testing the waters, bid mid-range until you know that you have a profitable Cost per Acquisition.
Don’t let your ads get stale. It’s nice to set-and-forget…but not optimal ad practice. Monitor performance, and continually adjust:
Speaking of content, best ad specs vary per platform. For complete guides, we bow down to Sprout Social for their effort in providing up-to-date spec overviews. Here are commonly-used basics when you need to fit each platform’s different ad dimensions in a hurry:
Pro tip: Love Gifs? You have to convert Gifs to video format before posting them on Instagram! Otherwise they will just show as an awkward photo.
Feed Video Ad
For more on LinkedIn ads, visit their dedicated website.
You’re ready to send your social ads without spinning your wheels on where to start!
Feeling more overwhelmed than at ease? Well, there’s more to it than what a quick guide can cover.
We can just do it for you.
Get in touch if you’d like to access the social media dimension to grow your brand and business—we’re familiar with all the dimensions when it comes to marketing.
Explore a few of our areas of marketing expertise. A given marketing plan often includes a mix of strategies that together achieve these objectives.
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