Two weeks ago, we released the first of our two-part series on how to plan your paid advertising campaigns. Today, we’re taking the next step by moving away from Google and focusing on paid social media content. These are the seven things to keep in mind when preparing to spend your advertising dollars on various social media platforms.
It’s harder to get a free lunch
The first and most obvious reason why you should have a paid social advertising budget is that the rules have changed. Organic reach is still highly effective at growing your businesses. However, many social media platforms are beholden to shareholders who expect additional and continuous growth.
These platforms have put a larger emphasis on paid advertising in recent years. Think of a paid social campaign as the icing on your already well-established social media marketing efforts.
Know your demographics
Social media advertising gives you a strong ability to fine-tune your demographics. For example, through Facebook Business Manager you can narrowly target interests, job titles, age ranges, and geographic locations, only running your ads to meet those specific criteria.
Boost your existing content
Do you already have an effective non-paid advertising campaign? Consider boosting a handful of those posts each month to maximize the content’s exposure. Even as little as $30 a month can go a long way with social media advertising.
Instagram has opened the doors for businesses to list their products directly within their social media posts. Now combine that with the above “boosting a post” concept. It’s an even more effective way to grow your revenue through paid advertising.
Be mindful of the rules
That being said, you want to be very cognizant of the rules within each platform. Sometimes an ad will get rejected for too much copy on an image. Other times, the verbiage in an ad can flag an account. It’s easier to play by the rules than to ask for forgiveness later.
Acknowledge Paid Promotion partnerships
And as an example of one of those rules, if you partner with a brand for a post be sure to acknowledge it as a Paid Promotion partnership. Each platform has different guidelines on how to handle this, but this is something you don’t want to skip out on.
Optimize your website
This tip is true for both social media and Google Ads, but we’re mentioning it here because of an important principle we want you to remember.
Never build your home on someone else’s land.
With Google Ads, you’ll likely send consumers to a specific landing page. With social media ads, there are traditionally more ways to build your lead funnels. Therefore, your website should be prepared for an influx of traffic. Why?
Because many of your ads will send your readers away from your social media platforms to your website.
We’ll help you plan your paid social media advertising
Not only can we help companies with their general social media content needs, but we can also help them develop and manage their social media paid ads. Let us know if you’d like to schedule a time to chat with a member of our team about your company’s needs and how we can help you achieve your goals through paid advertising.