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five steps for maximizing your social media advertising budget

BY Paige Uehling — March 29, 2019

1. Set Trackable Goals

Setting a goal and purpose for your advertising campaign is a critical first step for social media advertising. If you do not have a specific goal, how will you know if your campaign is performing well? Known as S.M.A.R.T goals, it is recommended that you and your team set goals that are specific, measurable, attainable, realistic, and timely. If you know where you want to go and what you want to achieve, the process of getting there will be simpler.
 

2. Create Unique Ads

For social media advertising, businesses can’t afford to blend in with the crowd. To avoid this, ads need to be compelling, forcing users to stop and interact with your ad. Read on for ways to create unique, standout ads...
 

Make it Relevant

It is critical that your ad copy is centered around demand generation. You want to fulfill a need your audience has, even though they may not be actively searching for it.
 

Make it Visual

Imagery is the most important aspect of a social media advertisements. It is the image that will capture your audience’s attention and motivate them to read on.
 

Create Copy That Converts

How do you create copy that converts? The most important components are to create compelling ad content, communicate your value proposition, and be actionable in your content.
 

3. Know Your Target Market

Researching your target audience is a fundamental aspect of effective social media advertising. If you rely on social media platforms that are the most popular without researching if your target audience uses that platform, you will be wasting your ad spending and budget. An important component to consider in narrowing down your list of social media platforms is audience demographics. If you do not have demographics, you could try surveying clients to make your campaign more effective.
 
Take an audience of females between 18 and 24 years of age as an example. 71% of people in this age group use the platform, and 39% of women use Instagram, the second-most popular platform for women.
 

4. Run A/B Test

Low-performing ads will continue to underperform if you do nothing, launching the campaign and leaving it. Utilizing A/B testing is an excellent way to experiment with your ads on social media. A/B testing is a method of comparing two versions of a campaign such as a web page, an app, or an email to determine which one performs better.
 
To run an A/B test, follow these steps:
  • Define the goal and purpose of your test
  • Evaluate the segment of recipients you’re sending to
  • Design your test
  • Review and start your test
Ultimately, testing provides you and your team with valuable information and insights about your target audience. You will better understand your audience’s motivations and then be able to create even better advertisements.
 

5. Make Ads Unique for Each Platform

Each social media platform is unique. They attract different audiences, and users expect content specific to the characteristics of a given platform. The best way to optimize your ads on social media is to make unique ads for each platform. Additionally, testing different channels is the best way to find out which platform meets your objectives. Here are four of the most popular social media platforms:
 

Facebook

Facebook has the largest audience available for advertisers. As of 2018, Facebook had over 2.32 billion monthly active users worldwide. The real value of Facebook for advertisers is the ability to target users with granular data. You are able to target based on demographics, interest, and behavior. You can even create custom audiences from layered Facebook data on top of your business data.
 

Instagram

Instagram is continuing to grow in popularity every day. As of this year, Instagram has 1 billion monthly active users and 500 million daily active users! Instagram is driven by visual content. It is important to consider that your ads are authentic in look and feel for your targeted audience.
 

Twitter

Twitter does not have an ad platform as advanced as Facebook. However, a major advantage of Twitter is the opportunity to target keywords and hashtags. This will allow your business to deliver specific, targeted content to people who are looking for your topic.
 

LinkedIn

LinkedIn is the best choice for companies associated with a professional user base. If your audience is looking for professional information, they are likely turning to LinkedIn to find valuable content. If professional data is important for your business, LinkedIn may be the top fit for you.
 
Social media advertising can be complex and time-consuming. With intentional purpose and specific goal-setting, you and your team can work to make your campaigns more impactful and cost-effective.
 
Do you need help optimizing your social media advertising? The team at Sire Advertising is here to help your business succeed. Give us a call today at 570.743.3900 to learn how we can deliver results for you and your team.

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