The 9 Best Social Media Advertising Tips
Social media advertisements are important. Thanks to recent changes in technology, they matter more right now than they ever have. The ads give people scalable content. That content is what converts visitors into leads. Next thing you know, the leads are then converted into customers. What is the best part of social media ads? You and your company do not need to have a big budget. Use the following 9 tips to make the most out of your company’s social media advertising process. They will help you and your organization increase exposure and get more traffic.
1) Focus on boosting the Quality Score of your content.
What does “Quality Score” mean? It is a metric that Google focuses on. It rates your content based on two factors: relevance and quality. To be specific, the content focuses on both your PPC ads and keywords. This plays a role in determining your cost-per-click. Social media companies use different terms for their versions of the quality score. For example, Twitter refers to theirs as the “Quality Adjusted Bid.” Facebook calls theirs the “Relevancy Score.”
No matter what you call it, your Quality Score is important. The key for a company’s success is to understand how to increase its Quality Score. The main thing to focus on is each post’s engagement rate. One of the main benefits of having a high-quality score is boosting the ad impression share.
This can get done for the identical budget, but at a reduced cost for every engagement. Low-Quality Scores must get avoided at all costs. Why? Because low ad impression shares will take place. At the same time, there will be a high cost for each engagement.
You may be wondering how to increase your engagement rates. The key is to always display your best content for the world to see. This is the top one to three percent of your company’s content. It’s the content that gets more interest than the other ninety-seven percent.
There is no quick and simple way to determine what your best content is. It’s all about trial and error over time. For example, you can check out Twitter Analytics. It will allow you to view which content is getting the most traction. Next, take that top-rated content and post it on your other social media platforms. in fact, it may be worth paying to promote that top-rated content.
2) Boost engagement by targeting specific audiences.
People make the mistake of thinking it is easy to target certain audiences. It hardly ever is. It can seem challenging and frustrating at times. Precision can be tough to master, which leads to money getting wasted. That is why your team should take the time to separate different aspects of your target audience. They can get grouped into specific categories of your choosing.
Those categories can include values, preferences, income level, age, interests, and more. Hashtags are a great shortcut to target certain audiences. For example, let’s say it’s right before the 2016 presidential election. Your company wants to target pro-Donald Trump voters.
It can do so by including the hashtag, #NeverHillary in its social media posts. Your engagement rate will increase over time. How? It will happen when your team focuses on keyword targeting, as this example conveys. These won’t only help your ads get seen by lots of people. The keywords will help your ads get seen by the right people.
3) Create free clicks by way of paid advertisements.
Let’s use Twitter as another example. Twitter uses tweet engagements. These are the number one most-used type of ad campaigns. So, your team should focus on that, right? Wrong. If your team is doing this, it needs to quit as soon as possible. Why?
It is usually a waste of money and the ROI is always subpar. It means that your company has to shell out cash for all user engagements. This includes the following situations. If someone checks out your company’s profile. Whether someone expands your image or tweet located on the tweet stream. Or, if someone clicks on one of your hashtags.
Here is what your team should be doing instead. It should never pay money unless there is all but a guarantee that positive results will take place. What you pay for depends on the circumstances. For example, it could click that go to your website. It could be whenever someone installs your app. Or, it could get based on video views or the number of followers/leads.
Let’s use Twitter as another example. Say your company runs a Twitter followers campaign. This means that your company pays money only when someone new follows your account. But a tweet that promotes some of your top-rated content will make a difference. It will get a lot of replies, retweets, likes, and impressions. This will lead to tons of people going to your company website for the first time. What will this cost your company? Zero dollars and zero cents.
4) Promote video advertisements that show off your top-rated content.
Believe it or not, your company has the ability, right now, to get tons of views. What is the cost? Only two cents for each view. The benefits of video advertisements cannot get stated enough. People who see your videos will not only be more likely to remember your organization. They will also be more likely to make purchases. Here are some tips when it comes to doing video ads:
-Promote your company’s videos that have gotten the best results. For example, choose a video that has received the most engagement on your website or on YouTube.
-Ensure that audiences can understand your video. Especially without having to have their sound turned on. In other words, add subtitles to every single of your video ads. Pass on the following statistic to your team so that they realize the importance of this. Eighty-five percent of Facebook ads get viewed without the sound is on.
-Make your videos stand out from your competition.
-Keep the content brief.
-Make sure that your social media team targets the correct audience.
5) Show off your company’s content on more platforms.
Facebook, Twitter, and Instagram are the usual suspects. But do not stop there. There are plenty more online platforms that your company can take advantage of. These include:
These are all great options for getting your company large amounts of traffic. The key is posting relevant content that makes an impression on your target audience. This does not mean that your team needs to dream up new content every single day. The team can also repurpose past content. This provides a major opportunity. A new audience can enjoy the best old content that already exists.
Again, be sure to consider using social media ads. They are a great tool to speed up the process and help you get tons of views. Stay consistent and syndication opportunities may arise. This is when a premier publication like The New York Post or Wired magazine chooses to post your content.
6) Improve your SEO results by optimizing for engagement.
Your company should consider taking advantage of the AI machine learning systems. These help place your content into search results. For example, Google uses a system called RankBrain. It determines the order in which content gets placed. In fact, it’s speculated that Google focuses on user engagement metrics. These include:
-organic click-through rates
All the above criteria factor into how search engines like Google rank pages. There is no guarantee that user engagement metrics are a factor. Especially when it comes to the core ranking algorithm. Even without those metrics, superb organic CTRs/conversion rates lead to two things.
- Improved organic search rankings.
- More clicks and conversions.
This is a great example of why social media ads matter. They boost brand recognition. But that is not it. They also can double the organic search click-through rate. The same applies to your company’s conversion rates.
7) Take part in remarketing on social media.
Social media remarketing can make a huge difference in the success of campaigns. It’s proven to increase engagement by about three times as much. But that is not all. It also can boost conversion rates by about two hundred percent. At the same time, remarketing can reduce costs by about one-third. This is why if your team doesn’t focus on remarketing, it should start doing so today. Remarketing will benefit your company’s hard offers. These include downloads, sign-ups, and consultations.
8) Also take part in super remarketing.
As if remarketing was not good enough, your team also has super remarketing as an option. Super remarketing combines the following factors:
-high engagement content
Here is why these factors are so important to a social media team’s success:
-Remarketing. This is for individuals that have recently viewed your content.
-Demographic targeting. This is for those who have the ability to buy your company’s products or services.
-Behavior and interest targeting. This is for people who have an interest in what your company does.
How do you use this criterion to target a specific audience? By creating and posting content that gets the highest level of engagement.
9) Merge your social media ads with paid searches.
Many successful companies credit their social media dominance with one simple action. They combine their PPC ads with their social media ads. This gets done on Google by using RLSA. RLSA is a great resource. It allows companies to target specific search ads. This is for people that recently visited their websites. This leads to an increase in conversion and click-through rates.
It’s estimated that the increase is about three times compared to not using RLSA. It also cuts out a company’s cost-per-click by about one-third. But RLSA cannot target people who do not know about your company. That is where your social media advertising comes in. Your social ads get people familiar with what your company does. The ads are the best (and cheapest) means of getting people to recognize your company.