The beginning of 2018 was one to remember for Social Media Managers all around the world, but not in a good way. Facebook decided to shake it all up, advertising-wise, so you had to pay more to reach more people. They changed the algorithm (yet again) and now you can only reach 9% of the fans organically, which is peanuts.
Conclusion: we need to step up our social advertising game and be more tactical with our paid social approach! And here are some easy peasy steps to do just that. So buckle up, here we go!
#1 – Pick your platform and choose the right campaign objective
Probably the most important step of all is identifying the goals of your advertising strategy and choosing the best objective, so pick your battles. You’ve got a few objective that are most-common on social media; like increasing traffic that will help you get more views on your website, more visibility that will increase your brand awareness and increase engagement which will help you score more comments, shares and likes. There are many many more, so you will definitely find the right objective if you play it well.
So you’ve got your goal, the next step is to choose where you want your ads to appear online. Each brand has its reason to promote their content (more) on a specific platform than on another. Facebook, Instagram, Twitter, Pinterest or LinkedIn? Take your pick! To decide those reasons, you need to take a few things into account. Take a look at your competitors, what’s their favorite platform? Does your audience engage on this platform or not? Will your advertising format work here? If it matches these kinds of questions, you’ve got your platform!
#2 – Identify your target audience
This is probably the hardest and the most time-consuming step of them all: target your core audience. The obvious ones are of course location, sex and age; but you can go more detailed than that. Build a custom audience with Interests Targeting, it can be super relevant. It’s not only based on what you like and share, but it’s also based on your search results on social media. So you can be exactly the brand that the customer was looking for!
If you wanna go the extra mile, you can also target on Audience Behaviors to optimize on the intent of the customer. Like a traveling or purchasing intention, for example. With the right behaviors selected, you can go a long way with your ads! Don’t forget to save your audience in the Business Manager, because it’s always trial and error when it comes down to ads. Try your saved audience for a while and when you see your ads could perform better, tweak it a little.
#3 – Be an ad in organic disguise
We’ve got the “where” and “how” now, so it’s time to decide “what” kind of content you want to promote on social media. It’s important that your ad matches your organic content that you post on your Facebook page so it doesn’t feel like an ad to the Facebook users (and potential customers). Don’t be spammy, be glammy! 💁🏼♀️
You can choose lots of social media ad formats like a visual, video, GIF or even a carrousel. But there are also different variations in those formats itself; there are like 6 Facebook video variations alone for example! So understand their purpose and do some research before you blindly pick a format.
#4 – Develop a funnel for people who acted on your ads
The most forgotten step of them all: make a funnel of users that arrived from your ads. What’s the use for this funnel? Persuade people to actually purchase a product from your brand! This funnel includes three different layers:
- Awareness: attract different users with different background; people that don’t really know
your brand and people that are very interested in what you’re selling
- Consideration: this is where it gets more relevant for the behavior of your users. You’ve got different behaviors and you need to retarget each group differently
- Transaction: these ads will give the users one last push in the right direction (or wrong direction when you’re not cautious enough). If people just purchased an item, they don’t want to see an ad of that product anymore. So be careful there!
What’s the point? Well, create the right steps in each area of your social ads to go effectively through the funnel you’ve made. And don’t forget mobile along the way!
#5 – Test test test!
As I said before, social advertising is all about trial and error. Over and over again. Refresh and evaluate your ads on a daily base to get the most out of your social advertising. By refreshing your ad campaigns, you keep your audience engage and capture the attention of people you want to retarget. So regularly change your visual, update your copy, double-check your url to ensure that your ads are pushed through the funnel and evaluate, evaluate, evaluate!