Remember when advertising was confined to print and media? While these avenues are still effective, they tend to be costly and difficult to measure. Enter digital marketing advertising. Advertising via Facebook, Instagram and Google gives you the power to craft your business’s message the way you want to, split test ads and track conversions. In this article, I’m going to review the advantages of advertising on Facebook, Instagram and via Google AdWords. I’ll also share quick tips for how to get the most out of each medium. Without further ado, let’s dive in.
Facebook advertising can be incredibly beneficial for businesses both small and large. If you have powerful content (articles from your website), enticing images and a strong writer on your team, you’re armed with the beginnings of a successful Facebook advertising campaign.
Gather assets. If the company that you’re running ads for has an email list, download that as a custom audience in Facebook’s Power Editor or Ads Manager. Facebook will allow you to target the people on the list with ads and create a ‘Lookalike’ list of the original email list to target people with similar demographics and interests. How cool/creepy is that?
Create a Facebook Pixel. Facebook’s Pixel allows you to track conversions (registrations on a landing page, email newsletter sign ups, etc) more efficiently. This pixel also allows you to retarget people who have visited your website using Facebook ads. Installing the pixel and creating ‘standard events’ to track specific actions on your site can be challenge, but luckily the wonderful team at Social Media Examiner published this article by Andrea Vahl to help you through the process.
Set up your campaign. When you enter Power Editor (we prefer this over Ads Manager as it provides more details about the success of your campaign), you’ll first be prompted to determine your objective. You can choose from a number of objectives like increasing conversions to your website, boosting engagement on an existing post on your Facebook Page and more. Next, you’ll create your Ad Set. During this phase, you’re targeting your desired demographic via location, interests, online behaviors and more. You can use Facebook Audience Insights to help determine who your audience is. We also suggest using the aforementioned email lists to retarget your desired demographic as a hot lead. You can save this audience for later use. The last step is choosing your creative. Use images that contain less than 20 percent text and meet Facebook’s size requirements. Consider using multiple images in an ad to split test which one works best. Data is power.
Track the success of your campaign. Use Power Editor to measure the effectiveness of your ad. We like to see CPCs around $0.35 but recognize that we won’t always meet this mark. Set benchmarks for your conversions and keep testing.
Instagram advertising is similar to Facebook advertising, because, wait for it, Facebook owns Instagram. Funny how that works. When advertising on Instagram, there are certain nuances to remember to make the ads Instagram-specific, even though you create the ads through Facebook’s Power Editor (or Ads Manager).
- If you’re optimizing for website clicks, when people click on the Instagram image, they will be directed from Instagram to the landing page you chose for the ad. This is a great benefit considering Instagram doesn’t let users hyperlink to content in Instagram captions.
- While you can simply select to have a Facebook ad run as an Instagram ad as well, it helps to create Instagram ads as separate ads. The platforms are different, so consider how the verbiage on Facebook might resonate differently on Instagram. And you’ll want to include hashtags for Instagram posts. Buffer recently reported that hashtags do not fare particularly well on Facebook. Yet another reason to separate the two when advertising. Optimize for the platform you’re advertising on.
Creating a valuable PPC (Pay Per Click) campaign starts, as social media advertising does, with strategy. We’ve found that quite often, the keywords which businesses assume they should be targeting in paid search campaigns aren’t what their intended audience is searching for. This is why that before implementing a PPC campaign one must complete initial keyword research. This research should be extensive and well-documented. Use tools like BuzzSumo and Google Keyword Planner to determine what keywords and long tail phrases to target in PPC campaigns. It’s also essential to understand the competitiveness of certain keywords. If your business is a part of a booming industry, trying to creating a powerful PPC campaign with a smaller budget targeting a word like ‘fitness’ might not work. Consider, instead, using keywords in PPC campaigns that target specific phrases (long tail) that your target demographic is searching for. An example, in this instance, this could be ’10-minute ab workouts for beginners.’
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