Using Paid Advertising On Social Media Is Particularly Useful When – Digital trends and individual networking platforms may come and go, but social media as a whole is definitely here to stay. With its constant popularity and development, this is an essential place to be if you want your business to have a solid online presence.
It’s also quite a competitive market, so businesses are increasingly combining organic content production with effective paid social ads to make sure they can stay ahead of the game.
Using Paid Advertising On Social Media Is Particularly Useful When
At the risk of sounding a bit like parrots, let’s say again that the power of paid media should not be underestimated. Whether we are talking about paid search ads or display ads, this platform or that platform, this digital marketing method must,
Social Media Advertising In 2022: Cost, Types, Tips & Top Channels
When it comes to the benefits of social media advertising in particular, there are quite a few things you can expect. Because it’s so widely used and there’s such a variety of platforms, there’s definitely an audience for every type of business. You just need to know how to do proper research to get the most out of it.
As usual, we don’t want to claim anything without facts to back it up. So let’s take a look at some statistics from Hootsuite’s latest web usage report in the image below.
Keep in mind, however, that the first figure does not mean that LinkedIn, Twitter, Pinterest, YouTube, Snapchat and TikTok are not worth advertising. More users in general does not mean that a certain platform is the best choice for you. For example, if you’re looking to appeal to a younger audience with some colorful sneakers, it’s natural that TikTok and Instagram would be better environments to place your ad than LinkedIn.
Finally, we can point to some of the main reasons why businesses invest in paid social ads:
Social Media Marketing: Advantages & Disadvantages
Depending on which platform you decide to advertise on—and we’ll get into the “how” of that later in this blog—you’ll have different ad types to choose from. In the picture below, you can see the most common ones.
Keep in mind that not every social media channel will support every ad format. For example, carousel ads are available on Facebook, Twitter, LinkedIn, Instagram, and Pinterest, but not on YouTube, TikTok, and Snapchat. Furthermore, image ads are supported by all platforms except YouTube.
Of course, aside from the platform you’ve chosen, the ad format depends on the type of product or service you’re advertising, as well as the exact audience you’re aiming to reach.
You can also reverse the order and set the format first, then choose from the platforms that support it.
The Importance Of Social Media Marketing In 2022
Have an idea of what your goals are. This way, you can narrow down the list of platforms to advertise on and search for a specialist agency more efficiently.
Even if you are not sure about what you want to achieve, don’t worry; You can always consult an experienced digital agency. Be sure to check out our blog on how to choose the right PPC agency for your business as well.
After that, there is a process of choosing a paid social channel. Since each platform is different, there are many questions you should be able to answer to minimize the risk of making the wrong call. So what are the questions? Let’s look at the essentials:
To help you get started on getting some answers, we’re going to give you a closer look at three paid social channels: LinkedIn, Pinterest, and Facebook Ads (which includes Messenger and Instagram).
Social Media Marketing
LinkedIn is the leading social media platform for professional networking. It’s all about brand building and recognition, business promotion and industry knowledge.
There are three categories of goals you can choose from in a LinkedIn ads campaign: consideration, conversion, and awareness.
LinkedIn is the ideal platform for B2B advertising, and it’s a great choice if you want to achieve one or more of the following goals:
It is important to emphasize that interactive ads can come in different forms. On LinkedIn, they take the form of message ads and conversation ads.
How Does Social Media Affect Advertising?
There is also a category called “Dynamic Ads” that is specific to LinkedIn. This includes job ads, followers and spotlight ads.
As for cost, the minimum bid for both CPC (cost per click) and CPM (cost per 1,000 impressions) is $2.
Pinterest is a platform where users can create so-called pins and boards and shop online. The term “pin” essentially refers to the content (image or video) that inspires the user, while the “board” is a virtual collection of pins sorted by category.
It is a fantastic platform to leverage for businesses in sectors that rely heavily on visuals, such as: fashion, cosmetics industry, photography, cooking, arts and crafts, carpentry, interior and exterior design, etc. Of course, this doesn’t mean that businesses in other industries can’t succeed by advertising on Pinterest; As long as you have high-quality, enticing visuals that are guaranteed to attract a new customer base to your business, definitely consider it!
How To Utilize Social Media’s Paid Advertising Capabilities
An interesting addition is the so-called “Primed App Pin”, which looks like an image ad (Promoted Pin) or a video ad (Promoted Video), but links to an app store URL that allows users to install an app.
You can target audiences based on age, gender, interest, keywords, location, device and language. You can also retarget your previous audience as well as target new people who behave similarly to them.
Pinterest is also quite budget friendly. If you use a cost-per-click model, you can pay as little as $0.10. If you pay based on a CPM model (cost per 1,000 impressions), you can expect to pay around $2-5.
Facebook Ads allows you to place ads anywhere you want on Facebook, Instagram, Messenger and Audience Network.
Digital Marketing: Organic Vs. Paid Advertising » Sigl Creative
You can create image, video, carousel, collection, product and interactive ads and place them in Facebook news feed, video feed, Messenger inbox, news feature on all three platforms, IGTV etc. depending on the format, target and target audience.
Speaking of targeting – the options allow you to define Core, Custom and/or Lookalike audiences. With so-called ‘core audiences’, you can target users based on criteria such as location, behaviour, age, gender, education, job title, interests and hobbies and connections.
Custom audiences are made up of people who have already shown interest in your business. These can be people who have purchased from you in the past or people who have just visited your website or used your app.
Finally, Lookalike audiences are made up of people who are similar to your current customers and are therefore more likely to be interested in your products and services.
Why Your Brand Should Embrace Paid Social
The cost of advertising through Facebook ads can be as little as $0.25 per click and $2 per 1,000 impressions (CPM).
As you can see, a paid social network presents a sea of opportunities for your brand to develop, your traffic to grow and your sales to grow. You now know some of the most important benefits of social media advertising, as well as basic information about LinkedIn advertising, Pinterest ads, and the Facebook ad platform.
If you’d like to learn more about paid social or start advertising on social media this way, don’t hesitate to contact us. The Digital Agency is here to help you with all things Paid Media/PPC! Paid social media, sometimes referred to as social advertising or native advertising, simply pays for distribution or views on social media channels. This can take the form of promoted, sponsored or boosted posts and other types of ads that appear in people’s news feeds or elsewhere on social media channels. Two general terms have emerged to describe paid social media. Social advertising is advertising that relies on social information or networks to create, target and deliver paid marketing communications. Native advertising is paid marketing communication that provides useful, interesting and targeted information in a way that looks like the original content of the website, or is not aware of it. Some social networks offer other forms of payment such as display ads, text ads, pre-roll or network filters.
The need for paid social has increased as organic reach (the percentage of followers or fans who see your posts) has decreased significantly. Organic reach is the number of unique people who saw a social media post through unpaid distribution. Paid reach is the number of unique people who saw a post as a result of paid distribution. Organic reach is often calculated as a percentage by dividing the total number of users reached by the total number of posts. This is usually collected within a certain time frame such as 30 days. Then, the average number of users reached per post is divided by the total number of followers or fans (likes per page). Getting someone to “follow us on Facebook” doesn’t provide nearly guaranteed exposure today. Here are the average organic reach rates for some of the top social channels:
What Is A Paid Media Strategy?
Of course, these are averages and there are strategies to reach an above average organic range. Some manage to maintain amazing organic reach with high engagement or other methods. A recent study found that some smaller Facebook pages manage to achieve an average organic reach of above
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