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Social Media Ads – What Are They & How Can They Help My Business

Social Media Ads – What Are They & How Can They Help My Business

Facebook, Twitter, YouTube….

Over the last 10 years, social media has become a pretty standard part of life. Between catching up with family, engaging with friends, sharing funny memes and watching the random cat video, the average American will spend about 5 years of their life on social media. That’s a whole lot of screen time.

With so many people spending so much time on social media, It is no wonder that businesses are turning focus to social media channels for marketing and the sales process.

Social media can be an absolute gold mine of data and opportunity to reach your target market and get in front of the right buyers.

Let’s take a look at what’s so special about social media ads and why it should matter to you and your business.

What are social media ads?

Have you ever seen the Sponsored or Suggested posts on your favorite social media channel? It’s mostly used by businesses or personalities aka ‘influencers. These suggested posts look just like the photographs, statuses and items your friends share on social media but the purpose of these paid ads is to introduce you to an idea, opportunity, product, event etc..

Social media advertising is incredibly powerful. Because users are constantly ‘liking’ things, sharing posts and performing different actions on sites, social media companies have been able to collect loads and loads of data on user behaviors, likes, dislikes and lifestyles.

Unlike a billboard, newspaper, radio or television ad, on social media you only pay to show your ads to the people you want. So, that means that you are only paying to put your ads in front of the people you know are your target market or most likely to buy/need your product or service.

There are various kinds of advertisements available to you depending on the chosen social platform. Each of these ads have different end goals in mind and unique objectives to achieve them.

For example – Facebook ads can be geared towards many different desirable results including:

  • Page/Post Engagement
  • Page Likes
  • Clicks to a website
  • Conversions or Leads
  • Application Installations
  • Event Responses
  • Offer Claims
  • And More . . .

Social Media Ads vs. Search Engine Ads/Marketing

How social media advertisements are setup varies from platform to platform, but the overall high-level ideas remain the same. Utilizing each platform’s demographic research tools, you can start an ad campaign designed to achieve your desired outcome (lead generation, increased engagement, etc.).

With a search engine ad, you begin by choosing specific keywords you believe your target market uses to find your service online.

For a social media ad, you don’t need to know or guess at keywords, instead you just want to know a little bit about your target market:

  • Age Range
  • Location
  • Occupation
  • Interests
  • Etc.

This difference of focus and the difference of starting point has made social media advertising a very appealing option for today’s marketers.

It is important that you don’t lose sight of what the potential client is doing or looking for when they engage with your ad.

For search engine ads, your audience is looking for something specific and hopefully relevant to your ad and associated landing page.

For social media ads, your audience is not actively looking to be ‘sold’ anything. Industry standards and marketing strategists suggest that you use social media advertising to slowly and methodically ‘warm up’ your audience to your brand/product/purpose.

Why? Because social media functions differently than search engines. When you go to a search engine, you are trying to find something specific. You need to utilize a search term, or keyphrase, in order to find what you are looking for.

This is not the case with social media. Many times, users go on social media platforms to scroll thru their personal feed.

Different Social Media Ad Options for Business

Facebook is one of the biggest contenders in the social media/social media ad space, but most social media platforms have some sort of ad component built in – each with their own specific user demographic and purpose.

For example, Facebook Ads

Facebook ads are designed to help you achieve one of three broad types of campaign objectives: awareness, consideration, or conversion.

  • Awareness objectives: Building brand awareness or increasing brand reach
  • Consideration objectives: Sending traffic to your website, increasing engagement, encouraging app installs or video views, lead generation, or encouraging people to communicate with you on Facebook Messenger
  • Conversion objectives: Creating online conversions, making catalog sales, or driving foot traffic to offline stores
  • Audience considerations: Facebook is popular across demographics and offers detailed targeting options, making it a great platform to get started with social media advertising.

Now, Twitter Ads:

Twitter ads work towards six different business objectives:

  • Website clicks or conversions: Promote Tweets to people who you want to visit and take action on your website. You’re charged per click.
  • Tweet engagement: Promote Tweets with the goal of starting conversations about your brand. You pay for the initial engagement.
  • Gain followers: Promote your Twitter account and pay per follower gained.
  • Increase brand awareness: Promote your Tweets to a broad audience and pay for impressions (CPM).
  • Video views: Promote your videos to a targeted audience and pay per video view.
  • App installs or re-engagement: Promote your Tweets and pay per click to open or install your app.
  • Audience considerations: Twitter is big outside of the USA and Canada—there’s major growth happening in India, and Brazil, Japan, and Mexico are all big markets.

While Snapchat:

Snapchat ads can help you achieve three types of marketing objectives:

  • Awareness: Reach and engage a large audience
  • Consideration: Drive visits to your website, video or other content
  • Drive action: Drive newsletter sign-ups, app installs, foot traffic to your offline business, and more concrete actions
  • Audience considerations: Snapchat is overwhelmingly popularly with younger users: 78 percent of 18-to-24-years olds use the app, compared to only 26 percent of 30-to-49-year-olds.

How do social media advertisements help my business

Social media advertising requires you to really nail down your target market and ideal buyer.

By figuring out your key demographic, you can focus your marketing efforts and benefit from only paying for ads placed directly in front of your desired audience (in some instances you also only pay when they work).

The right ad in front of the right audience on the right social media platform can produce some real magic.

Interested in branching out into social media ads? Not sure how to do it? Andromeda’s Web Dev team can help you out. Give us a call at 815-836-0030 or email Contact@WeNetwork.com to get started today!