Using paid social media advertising is a great way for inbound marketers to target specific audiences and expand the reach of their content. A whopping 97 percent of businesses worldwide are taking advantage of social media marketing and if you haven’t yet, you may be missing out on a giant opportunity.
But once you’ve taken the plunge and started a paid social media advertising campaign, how can you make sure you’re getting the most for your money? Here are 3 tips:
Know Which Social Channel is Right For You
The first step to making the most of your paid social media advertising is to learn about the many social media platforms and their audiences to help you decide which channel and type of ad makes the most sense for your audience and offer. Here is a breakdown of the “Big 3”:
As of 2014, the average US consumer spent 40 minutes on Facebook each day, making the site a great channel through which to host your ad for maximum visibility. You can choose your Facebook ad type based on page placement and objective, which can include promoting your page, boosting a specific post, increasing conversions, getting app installs, and more. eMarketer estimates that in 2015, Facebook made $15.5 billion in ad revenues—65.5 percent of all social media ad spending worldwide—so businesses are clearly seeing the value of using the site for their paid social media advertising campaigns.
Twitter is a real-time platform, and is a good channel to utilize for posting ads with content relating to current issues being talked about in the mainstream media and by users. You can create your Twitter ad around your campaign objective, such as driving clicks to your website, growing followers, growing your Twitter leads, and more, and choose from 3 different ad types: promoted tweets, promoted accounts, or promoted trends.
Though often under-utilized, this professional network is actually a great channel through which to use paid social ads to extend the reach of your B2B marketing efforts. On LinkedIn you can choose to create an ad or sponsor an update, which gets your company’s updates seen by your target audience.
Know Your Relevance/Quality Score
If you’ve chosen to run your paid ad through Facebook or Twitter, then you can lower the cost-per-engagement of your ad by “hacking” their quality scores, or the scores that each channel uses to determine the relevance of its ad to its target audience and thus the visibility of your ad.
Facebook’s Relevance Score
Facebook’s version of the quality score is its “relevance score.” This is calculated based on the positive and negative feedback Facebook expects the ad to receive from its target audience: the more likely an ad is to be reported or hid, the lower its score will be. Facebook’s ad delivery system is designed to reward content it deems “positive,” and knowing what Facebook considers positive can help you craft content that scores a higher relevance score. This varies based on the ad’s objective, but can include such metrics as video views, or conversions.
Twitter’s Quality Score
Following your Twitter quality score is especially important, because when you gain even one point in engagement rates on your ads, you can see a 5 percent decrease in cost-per-engagement on average. Twitter’s quality score is comprised of 3 elements that you should pay attention to:
- Resonance: Are customers engaging with (retweeting, commenting on) your ad?
- Relevance: How interested are users in your ad?
- Recency: Is your ad “fresh”? *Fresher ads get higher priority
Keep these three things in mind when crafting ads on Twitter for higher quality scores.
Take Advantage of Targeting
Each social media channel allows you to target your ads to the audience to whom the ad is most applicable, in different ways. Besides the basic location/age/gender targeting, here’s how each of the “Big 3” lets you narrow down your target audience:
- Facebook: Interests based on page likes, purchase behaviors, connections (anyone with a friend connected to what you’re advertising will see their friend included in your ad)
- Twitter: Followers, languages, device, interests, tailored audiences, behaviors, events
- LinkedIn: Company name/industry/size, job title/function/seniority, degrees, fields of study, member groups/skills/schools
Take advantage of these targeting options to get your ads in front of the exact person you want to see it, down to the most specific of details.
With these 3 tips, we hope to help you make the most out of your investment in paid social media advertising.