While Twitter has always been an important platform for offering quick customer service and pithy one-liners (ideally ones that go viral), it has the potential to become as big of an advertising channel as Facebook, Instagram or LinkedIn, if you know how to target your audience. Check out the top 3 things we’re most excited about when it comes to Twitter ads:
Following in Instagram’s footsteps, Facebook has been making some updates recently to increase engagement. The first update is the “things in common” labels which are being tested to appear above comments from people who aren’t in your social network on posts you are viewing. The other recent Facebook changes come from Facebook’s Creative Shop team. They have developed some methods to help businesses create videos for their Facebook advertising campaigns.
Last week we had an awesome lunch and learn with THRSHLD, a full service marketing agency founded by Christan Duncan. The main focus of this learning opportunity was to dive into how to determine a target audience when developing a social advertising campaign. This process is not as simple as it seems because there are so many options and categories to choose from when building your ad. In order to create a successful social media advertisement you need to determine who you’re speaking to, when is the best time to speak to them and how to speak to them (what platform to use and what device to reach them on). The “who” is the first step and can be the most complicated, we’ve rounded up some categories to focus on when building your target audience:
The gender of your audience is a great first step in narrowing down a target audience. If you’re developing a campaign for a women’s sanitary product line, it only makes sense that the first step in your audience selection process would be target women. If you’re marketing a product that can appeal to both, it’s good to establish that as well so that you can create ads with a gender-neutral tone of voice.
The average age of your audience is another important factor to consider. Is this a product or service that will appeal to college students or housewives, or both? Narrowing down age demographics will help you gain an understanding of the needs of your audience as well as what problems you can solve for them.
When targeting an advertisement on social media, you can also specify your audience by where they are located. For example, if you’re marketing a laundry service that is only serving a particular city or area, then targeting this geographic location would be most advantageous to your campaign.
The “interests” category encompasses a large variety of ways you can target your audience. When creating a social media ad, you can narrow down your audience into categories such as favorite sports team, whether they drink alcohol, whether they like to travel and the list goes on. You can get super specific in this section to really narrow down the “perfect” customer for your business.
Once you’ve narrowed down who you are trying to reach with your advertisement, you need to know where to reach them. If you’re looking to get the attention of professionals or a business, LinkedIn might be a great avenue to pursue. If you want to attract a younger generation, they hang out on Snapchat and Instagram. The platform that you decide to run your advertisement on is very important when reaching your target audience.
With some advertisements, you can also specify what device to run the ad on. If the target audience is probably primarily using their mobile phone or tablet to surf their social media channels, then it’s best to target for those devices. Or if they will most likely be viewing your ad from a desktop at work, then it’s best to target them via a desktop ad.
Time of Day
After deciding the who and where, it’s time to determine when is the best time to reach your audience. If you’re signed up for a business account on Instagram, the insights section is a great starting place when determining the time of day that your users are most frequently scrolling through social media. Additionally, if you’re running an ad that has a call to action encouraging viewers to call your store, it doesn’t make sense to run that ad after business hours have closed. Timing is everything and determining the best time of day will help you reach the right people.
The biggest takeaway from our lunch and learn was the realization that developing an ad campaign is really just a matter of telling a story. You need to know who is listening and then curate that story to suit their preferences and needs. If you’re interested in starting an ad campaign for your business, be sure to check out our services to learn how we can support your growth and presence on social media.
Story By: Sophie Duncan
Google announced in July new machine learning features to make YouTube and search ads more effective. On YouTube, a platform with more than 1.5 billion users, the new features will allow advertisers to not only optimize campaigns for views and impressions but “maximize lift” to reach people who are most likely to consider a brand after seeing a video ad.
According to Instagram, Stories attract more 300 million daily active users and, on top of that, they capture the full undivided attention of users as they view. However, users also discover new products and information and share their passions and interests in the Instagram Feed. So, how do advertisers choose where to place ads on Instagram?
Whether you’re a marketing professional or not, odds are good you’ve heard about Facebook and data privacy in the news lately. But what does it all mean for you, as a user, business or advertiser? We’re here to help clear the air with what you need to know about data and social media, what you can do to protect your data and what it all means for the future of social media marketing.
As a Digital Media Imagineer, we handle all paid promotions on social, as well as provide insights and analytics to show the return on investment. Some people may recognize these duties as paid advertising. While yes, this is true there are ample layers to this cake. Below are four steps to publishing your Facebook advertising campaign. Before we get started, you have to understand that in order to publish an ad, you must have access to Facebook Business Manager. This is a portal to posting ads, keeping track of the analytics and a reference to previous data.
Creating an Ad Campaign
The first question you have to ask yourself is: “what kind of ad is it that I need?” A page likes campaign increases reach and impressions, which ultimately brings more likes to your page. A traffic campaign drives engagement and activity to your page, this can translate into website clicks or people staying on your page for a certain time. Lastly, one of the most popular is a boosted post, which is promoting a previously posted image or video for a certain budget. These are more common due to their ease and massive reach, with a smaller budget. Luckily, Facebook gives you ample options to choose from, not just these three. Depending on which campaign you choose, they all drive something specific.
Determining Your Ad Sets
After creating your ad campaign, the budget, setting your dates and selecting various target audiences are all key elements to consider in creating a well-reached ad. When a budget is determined, you may see varying fluctuations of how many people will be reached for the duration of your ad; so this is a choice to be mindful of.
Composing Your Ads
Similar to reading a newspaper, the ads that have clear and relevant images are what will draw your audience and capture their attention. Once, they are done with swooning over your photos, they’ll move on to reading your caption. The caption needs to be something that speaks to what you’re promoting and why the audience needs it, but try to keep it as direct as possible.
Publishing Your Ads
Once you have thoroughly read through your witty captions and found images that are representative of what it is you want to promote, you have to publish your campaign. Be cognizant of the option to go back and edit your ad, if needed, even after publishing it. It is only if the ad is set to run currently (today) and not in the future (a week from now) that you may not be able to make adjustments.
A final piece of advice is to make sure that you clearly set your budget to “daily” or “lifetime”. Choosing a daily budget means that you will be paying that amount per day and choosing the lifetime option will set the budget over the lifetime of the ad (hence the dates you chose).
Have any other advice about creating Facebook ads? Share them with us in the comments below!
Story By: Daija McElwee
Digital advertising isn’t just important, it's an absolutely huge industry that continues to grow exponentially. In fact, digital ad spend as a whole is expected to grow nearly 19 percent in 2018 to $107 billion. Whether you’re spending nothing or spending millions on digital advertising, it’s time to look at how to integrate your strategies on each platform to generate the best results for your business. Check out these 5 tips to get on the road to better ROI.