SOCIAL MEDIA ADVERTISING

SOCIAL MEDIA ADVERTISING

NIHARIKA DAGA
MBA (FS) 1ST YEAR 1ST SEMESTER
2019-20

SUBMITTED TO : SWAPNA MA’AM

SOCIAL MEDIA ADVERTISING
SOCIAL MEDIA ADVERTISING

 Social media advertising is a must if you are

looking to reach a new , targeted audience-fast.
 Of course it can be scary to move from an
organic social strategy to putting real money on
the table. So, it is important to understand all the
options.
 In this guide, we explain how to use the various
types of social media ads to achieve real business
results while maximizing your spend.
 TIPS FOR SOCIAL MEDIA ADS
Know what business objective you are trying to achieve.
Know what business objective you are trying to achieve.

Know your target audience.

Know your target audience.

Let your organic posts inform your ads.

Let your organic posts inform your ads.

Pay for what matters: Impression or engagement.

Pay for what matters: Impression or engagement.

Design your ads with mobile in mind.

Design your ads with mobile in mind.

Test your ads to optimize performance.

Test your ads to optimize performance.

Measure results-and report on them.

Measure results-and report on them.
KNOW WHAT BUSINESS OBJECTIVE YOU ARE TRYING TO ACHIEVE
KNOW WHAT BUSINESS OBJECTIVE YOU ARE TRYING TO ACHIEVE
It is no accident that we start
It is no accident that we start
each section of this guide by
each section of this guide by
reviewing the business
reviewing the business
objectives each type of social
objectives each type of social
media ads can help you
media ads can help you
achieve.
achieve.
Understanding
Understanding
your
yourbusiness
business
objective is critical.
objective is critical.
It is awfully hard to
It is awfully hard to
achieve your goals if you
achieve your goals if you
do not know what your
do not know what your
goals are in the first
goals are in the first
place.
place.
It ensures you choose the
It ensures you choose the
right social network to
right social network to
advertise on and helps you
advertise on and helps you
choose the right advertising
choose the right advertising
solution within that platform.
solution within that platform.
KNOW YOUR TARGET AUDIENCE
KNOW YOUR TARGET AUDIENCE

We’ve listed Keep in mind

some audience that they all
considerations offer quite
for each of the specific ad
social networks. targeting.

Know exactly
who you’re trying This ensures
to reach to take you get the best
maximum bang for your
advantage of advertising
these targeting buck.
options.
LET YOUR ORGANIC POSTS INFORM YOUR ADS
LET YOUR ORGANIC POSTS INFORM YOUR ADS

Track which once are being

clicked, liked, shared, and
commented on.

These high-performing
messages make the best
candidates for social ads.

However, know that If you’re branching out

those lessons will into a new network
necessarily translate with your social media
across social networks. advertising, start small.

Use what you’re learned

from your organic posts
as a starting point.
 PAY FOR WHAT MATTERS: IMPRESSIONS OR ENGAGEMENT
PAY FOR WHAT MATTERS: IMPRESSIONS OR ENGAGEMENT

To keep your budget under control, think about

To keepyou
whether your budget
want under control,
impressions think about
or engagements.
whether you want impressions or engagements.

If you’re paying every time someone sees your ad

If you’re paying
(impressions), yourevery time can
message someone
cast a sees
wideyour
net. ad
(impressions), your message can cast a wide net.

But if you’re paying for engagement, you only want

But if who
people you’re
arepaying
really for engagement,
interested youbusiness
in doing only want
people
with youwho are really interested in doing business
to engage.
with you to engage.

You don’t want to pay for engagements that are not

You don’t
relevant wantbusiness
to your to pay for engagements that are not
goals.
relevant to your business goals.

The wording of your ad should help people identify

The wording
whether it’s forof yourorad
them should help people identify
not.
whether it’s for them or not.
DESIGN YOUR ADS WITH MOBILE IN MIND
DESIGN YOUR ADS WITH MOBILE IN MIND

That means most social media ads are being

That means
viewed mostdevices.
on mobile social media ads are being
viewed on mobile devices.

Your mobile ads should be specifically

Your mobile
designed ads
for the should
small be specifically
screen.
designed for the small screen.

Incorporate images that are easy to view on a

Incorporatedevice.
pocket-sized images(unless
that are, easy to view
of course, youon a
pocket-sized
specifically device.
choose (unless
desktop , of course, you
placement.)
specifically choose desktop placement.)
If you have a bricks and mortar business,
If you
you can have
use “ageofencing
bricks and”mortar
to targetbusiness,
mobile
you can use “ geofencing ” to target
users when they are in a specific zip code. mobile
users when they are in a specific zip code.
This means they only see your ads when
Thisare
they means
closethey onlyto
enough see yourinads
walk yourwhen
front
they
door. are close enough to walk in your front
door.
 TEST YOUR ADS TO OPTIMIZE PERFORMANCE
TEST YOUR ADS TO OPTIMIZE PERFORMANCE

One of the great benefits of social ads is instant

One of the great benefits of social ads is instant
feedback.
feedback.

You can gauge the effectiveness of a sponsored post

inYou can gauge
minutes the effectiveness
and follow of a sponsored
up with advanced analyticspost
in minutes and follow up with advanced analytics
reports.
reports.

The best practice is to test several ads with small

The best to
audiences practice is to test
determine whatseveral
worksads with
best, small
then use
audiences
the winningto addetermine what campaign.
in the primary works best, then use
the winning ad in the primary campaign.

Testing one ad against another to determine what

Testing
works one
best andadrefine
against another
your to determine
strategy is known aswhat
works
A/B best It’s
testing. andarefine your
critical partstrategy
of yourissocial
known as
media
A/B testing.
advertising It’s a critical part of your social media
efforts.
advertising efforts.
 MEASURE RESULTS-AND REPORT ON THEM
MEASURE RESULTS-AND REPORT ON THEM

Measuring your results and having concrete data

Measuring
about your
the value results
your and having
ads bring to the concrete
companydata
about the value
(purchases, leads your ads
and so bring
on) to the
is a key company
part of proving
(purchases, leads and so on) is a key part of proving
ROI.
ROI.

And if you can prove that your ads are paying off,
And
that if you
will canyou
ensure prove
getthat your ads
the budget areneed
you paying
to off,
that willyour
continue ensure you get the budget you need to
work.
continue your work.
The major social networks offer analytics to help you
The major
measure the social
resultsnetworks offer analytics
of ads. We’ve to help you
created in-depth
measure
guides the results
on how to use of ads. We’ve created in-depth
them:
guides on how to use them:

Facebook analytics
Facebook analytics

Instagram analytics
Instagram analytics

Twitter analytics
Twitter analytics

Linkedin analytics
Linkedin analytics

Snapchat analytics
Snapchat analytics

Pinterest analytics…….
Pinterest analytics…….
 CONCLUSION
CONCLUSION

SOCIAL
SOCIALMEDIAMEDIASITES
SITESare
are
becoming more and more popular
becoming more and more popular
everyday
everydaywithwithnew
newpeople
peoplejoining
joining
sites
sitescreating
creatingaawide
widevariety
varietyofof
people
peopleforforcompanies
companiesto
toadvertise
advertise
to,
to,also
alsoas
asshown
shownabove
aboveadvertising
advertising
generates
generatesobvious
obviousresults.
results.