4 Advantages of using Social Media Advertising...
So your wondering how Social Media Advertising can work for your business...
Creating a strong brand through building brand awareness means making it as visible as possible on social media platforms. According to Hootsuite, social media platforms will continue to dominate the digital landscape well into 2025, with Facebook being the most popular platform boasting approximately 2.7 billion active users per month. So it makes sense to know how social media advertising can support your business objectives. Here are 4 main advantages to get you thinking…
1. Increase Brand Awareness & Brand Authority
When users constantly see your brand on social media platforms it reinforces your brand authority and brand recognition. Interacting and reaching out to more new customers demonstrates to the market that you care about your customers and meeting their needs this delivers better customer satisfaction. Putting your brand out there so consumers can get to know you and your services obviously delivers customer satisfaction, which strengthens your brand.
2. Targeting Options and Insights that Help Guide Your Decisions
Imagine being able to tap into new markets using exact targeting options? Or being able to retarget people who have already interacted with your brand… well, that’s exactly what you get when you advertise on Facebook. It gives you the capability to hyper-target using demographics, interests, and behaviours to target new potential markets. Using this functionality gives you insights on marketing intelligence being able to further understand your customers’ behavior, their likes and interests, and their buying patterns. These insights when examined allow you to modify your product offering or marketing message to better serve your customers.
3. Drive Traffic and Improve your SEO
Similar to citations Google sees social media signals which indirectly affect your SEO. When your audience engages with your content on social media with likes, shares and comments this impacts your SEO. Big-commerce confirms that getting more shares contributes to your website’s search engine ranking. These metrics are important for achieving your social media marketing goals. Getting content shared drives traffic to your website, potentially giving you more conversions. Your social media profiles also help to rank in search results pages allowing you to dominate that page.
4. Measure Your Return on Investment (ROI)
The true value of advertising on social media is that it allows you to measure your return on investment (ROI). For instance, Facebook lets you track directly how your ad has performed so you can analyse the return on ad spend (ROAS). Tracking the performance of your ads campaign is a vital part of your marketing strategy and allows you to refine your campaigns and achieve your sales budget. It tells you where you may need to make adjustments to get better impact for less cost.
4 Steps to Creating a Successful Facebook Ad
Here we step out the most important components you need to know about putting together your Facebook campaign together.
1. Define your Key Objectives
Knowing your business marketing goals is pertinent to creating success with your Facebook advertising campaigns. Facebook offers three main key objectives that are based on the different stages of the buyer’s journey. i.e., awareness, consideration and decision (or conversion). Each objective is designed to satisfy each of the buying stages and to help you understand at what stage your audience segment is at in the buyers’ journey. In defining your objectives, it is important to determine what stage your customers are at within the buyer’s journey. This will allow you to figure out what actions you would like them to take when they see your advertisement so you can achieve your objectives.
- Awareness: Is about making more people aware of your brand offering, your brand values and reaching as many people as possible, this objective is about building awareness especially for those that are less familiar with your brand.
- Consideration: This objective is designed around delivering a solution and is about driving more people to your website, landing page or blog post to present that solution. They are familiar with your brand and are now looking for a solution to their problem.
- Conversions: This objective is for users that are closer to the buying stage and ready to make a decision. This is where you want them to take a specific action on your website such as downloading a form, subscribing or making a purchase.
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2. Choose the Right Format
There are 4 main ad formats that can be used in different placements across Facebook and Instagram platforms. Each ad format is used to achieve a particular objective whilst using other mechanisms such as call to action buttons to increase user engagement.
- Image: This is the most simplistic format, displays an image and copy along with CTA where you can direct viewers to a landing page, used best for branding and building awareness.
- Video: These formats can be used to cover multiple objectives as they offer higher engagement through motion and sound and now becoming very popular. Video formats are a great option when telling a brand story.
- Carousel: Allows you to display up to different 10 product images that can direct the viewer back to individual landing pages or URLs. These formats give you more options to sell features and benefits by providing more detailed product information. A carousel is a great option is use to showcase many products.
- Collection: (mobile only) This format users both images and video. It allows you to use video to introduce the product offering then images to further provide more detailed information. When tapped it directs users to an ‘Instant Experience’, offering a full-screen video and carousels to fully explore the product offering. By adding in different components users can swipe, view catalogues and tag products. It is geared towards deepening the shopping experience and immersing viewers to fully engage without having to leave Facebook.
3. Target the Right Audience
Targeting the right audience is crucial to getting your ad in front of the right people. Crafting the right audience with the right message will reduce ad spend wastage. Facebook offers 3 different audience types.
- Saved Audiences: Targets users based on general demographics such as age, gender, location, language, interests and behaviours, these options can be further refined. You can finely tune and narrow down your target audience by using the ‘detailed targeting’ options to further explore different demographics’ interest or behaviours. Otherwise, if you want to leave it broad you don’t have to use this option.
- Custom Audience: Lets you target people who have engaged with your brand previously either online or offline. These can be built from sources from your own business such as website visitors (requires a Meta Pixel) or customer lists or other on/offline activity. You can also use Meta’s sources such as Instagram followers, or people who have engaged in some event type on your Facebook page such as following, visiting, taken action or have clicked on a call-to-action button. This audience is great to use to retarget people and move them through the sales funnel or upsell new products to current customers.
- Lookalike audiences: These audiences have never interacted with your business before but are modeled off your most valuable customers, and the source is usually from your Custom Audience. Other sources can also be from your facebook business page or pixel data. Lookalike audiences also have the option of increasing the percentage of the audience size. These audiences are most effective when wanting to reach a new market with people who share similar commonalities to your customer audience.
4. Key Elments to a Successful Facebook Ad Campaign
Create different audiences for different objectives:
Create different audiences for different objectives, ask the question, what stage are they in on the buyers’ journey? and what do I want them to do? Then, for example, create an audience for people who are not familiar with your business or products to build awareness. Then create another audience for those who are aware of your brand and have engaged previously, create this audience so you can drive traffic to your website.
Craft the ad specifically to their level of awareness:
Craft the advertisement specifically to their level of awareness that is to where they are in the buyers’ journey. For instance, they may be familiar with your brand and products though not ready to buy (consideration stage) so you may need to craft your advertisement so that it educates and provides solutions. Or they may be ready to buy (conversion stage) so you would create an advertisement that provides an unbeatable discount.
Build your advertisement:
Craft your advertisement so that it speaks to your audience showing the benefits using captivating images and compelling copy. Here is a shortlist of points to keep in mind.
- Choose the right ad format that will showcase your offering best and achieve your goals
- Use images that are eye-catching and compelling
- Create engaging headlines and the first 90 characters
- Customise your message for different audience segments
- Keep your copy concise and demonstrate a clear benefit and strong call to action
- Leverage social proofing and use as a mechanism to further imbed and solidify the value of your offering
- Use call to action buttons to direct your viewers where you want them to go
Track the performance of your ads by testing out different audience segments and ad formats to see what works best so you can increase your ROI and reduce your ad costs. Using Google Analytics helps you monitor traffic and see what conversions have come from your social media campaigns. You may also want to track your conversions using a Meta Pixel.