Advertising With Social Media Conclusion
This is the final post in this series dealing with advertising on social media. I hope you have enjoyed it and would appreciate your comments. It is a pleasure to do things on Social Media.
Twitter’s ad formats are much simpler than Facebook’s numerous offerings. Twitter’s paid ads consist of Promoted Tweets, Promoted Accounts and Promoted Trends. These are exactly what they say.
Promoted Tweets show up in a user’s timeline or in their search results. The Promoted Accounts and the Promoted Trends appear in the left sidebar on Twitter.
Twitter’s ad suite is divided into two categories: the Promoted Tweets and Promoted Accounts group. Promoted Trends is not available to small businesses.
Promoted Tweets are perfect for advertising a specific product or message. Promote your account for new followers. With this method you pay only when you add new followers to your account.
It’s difficult to target Twitter. Gender and age information aren’t collected in the profile set-up phase. When targeting Twitter ads, though, you can target using keyword used by users that are like the ones already following you.
There are two kinds of targeting, keyword and interests. Targeting by keyword allows you to target people who search, tweet about or engage somehow with a specific word or term.
The second, targeting by interests and followers lets you reach people who are in a certain broad interest groups, For example categories like puzzle seekers or pro baseball. You can target those who follow certain accounts. For instance a health care brand might target users who follow tweets about natural health care or healthy living advice. You could also limit the target to certain devices or gender.
You need to set your budget. This can be set to lifetime and daily maximum budgets. In Promoted tweet campaigns you set the amount you will pay each time someone retweets, favorites, replies, follows or clicks on your tweet. The recommended bidding is $1.50 to $2.20 per engagement. For Promoted Account campaigns, you pay for each follower with a recommends bidding of $2.50 to $3.50.
Twitter has recently introduced tailored audiences. According to Twitter it’s “a new way for advertisers to define your own groups of existing and potential customers, and connect with them on Twitter with relevant messages.”
There are a few other social media platforms experimenting with ads. These include Tumblr and Pinterest.
Pinterest’s new Promoted Pins allows businesses to pay to have their pins placed into search results.
These ads are different from the regular organic pins by a subtle “Promoted Pin” tag and information icon. Promoted pins are seen on both the web and Pinterest’s mobile app in the search results and category feeds. Ads show up based on content relevancy.
Sponsored Mobile Posts run in-stream on smart phones and tablet devices. Placements of these ads are sold on a unique impressions basis.
Sponsored Web Posts run on the Dashboard. These are also sold on a unique impressions basis.
Radar ads are an above-the-fold static unit shown on the right side of the Dashboard. These are sold on a total impressions basis.
Each of the social media advertising options has self-serve dashboards. This makes it fairly easy for small businesses to create, manage and monitor their ad campaigns. They all have some type of budget setting options based on cost-per-click, cost-per-impression, which is how many times the ad appears on the site not whether anyone clicks on it, or a combination of the two. They use the bidding process which is a lot like the Google AdWords program.
In conclusion, social media advertising offers many benefits to your business. Deciding on which one, Facebook, Twitter or LinkedIn, is often ruled by the purpose of your ad and who you are targeting. Dip your toes into some of the newer social media platforms starting to utilize advertising as well. Tumblr, Instagram and Pinterest are just a few.
You want to have your ads stand out in a good way so they aren’t lost among the masses. This is done with good to the point content, images and colors. Know what your goal is and your demographics before you place your ad.
Start small with a few test ads and a limited budget. This can help you refine your focus.
Take advantage of the monitoring and analytics provided on some of the platforms as well as your own analytics program to see how well your ads are performing. Tweak your ads and campaigns for better performance.
If you have an ad that’s working well, consider adding more money to your budget or even expanding the campaign for more exposure. And for ones not working like expected, don’t be afraid to pull it and try something else.
In the end, engage with your followers along with your ad campaigns. Don’t just put up the ads. Interact with those who comment to learn what they like or don’t like about your campaign.