Globally, over 3.6 billion people use social media and that number is projected to increase to 4.41 billion in 2025. Businesses that are failing to capitalise on paid social media ads are missing a significant opportunity. Social media marketing is a vital pillar of any contemporary digital marketing strategy. Social media platforms provide marketers with the tools they need to target their marketing to specific audiences for maximum impact. There are many ways of approaching social media marketing. Techniques are divided into two categories: organic and paid.
Organic social media marketing arises from interactions with other users on the platform, whereas paid marketing utilises the premium tools and services that social media services provide to marketers. Given the sheer size of the userbases of the biggest social media platforms, they are far too crucial for digital marketers to overlook; Facebook alone has 2.8 billion users and claimed nine million active advertisers in Q2 2020, boasting that mobile accounted for 92% of its total revenue. Paid social media ads management ensures your business benefits as much as possible from paid ads.
Paid social media ads are ads that users pay to place on social media platforms. Any business with a social media account can upload ads to their own profile free of charge, but they will only be seen by users that have already chosen to follow the business and stay up to date with the content they upload to their page. By contrast, paid social media ads are much more visible and shown to users beyond the business’s immediate network. 928.5 million people can be reached by ads on Instagram, with 92% of Instagram users saying they’ve followed a brand, clicked on their website, or made a purchase after seeing a product/service on the platform. The average organic reach for a Facebook post is 5.17% of a page’s likes, while the average paid reach is 28.1% of total reach Worldwide, the average Facebook user has clicked 12 ads in the last 30 days.
More than half (54%) of social media users use social media to research products they intend to purchase and 27% of internet users say they find new products and brands through paid social ads. The percentage goes up for 16-24-year-olds as 31% of them say they find new products and brands through paid social ads.
It’s essential that your social media profiles contain useful information about the products and services you offer. novi.digital’s paid social media ads management ensures your social media ads give customers everything they need to make a purchasing decision.
There are several different types of paid social media ad, each of which has its own advantages and disadvantages. Understanding the differences between them is essential to using them to their full effectiveness. Each social media platform favours a different type of content. Trying to market your business using the wrong content format for the platform will severely hamper its effectiveness. For example, Instagram revolves around visual, image-based content and B2C marketing. By contrast, LinkedIn focuses on B2B marketing and is better suited to long-form written content.
– Image ads
– Carousel ads
– Product ads
– Collection ads
Image ads are probably the most common form of paid social media ad and are very effective for driving traffic to your website. Making image ads is easy and cheap. Pairing image ads with links to specific pages on your website enables you to drive traffic where you need it the most. Images without accompanying text can be just as compelling as images with text and may even perform better in some cases.
Carousel ads are similar to image ads but are better for telling a deeper story and conveying more information about your brand and products. Carousel ads enable you to show more to your audience than most other types of ad, but they aren’t supported by every platform. Facebook and Instagram support carousel ads; marketers on these platforms should incorporate carousel ads into their marketing campaigns to augment their regular image ads. With carousels, you can showcase as many as ten images or videos in a single ad. Better still, each photo or video within the carousel can link to a different page and feature its own call to action. Facebook can even optimise the order of the images automatically based on the performance of each card. However, if you want to tell a sequential story, you should order the cards manually.
If you have more than ten products to showcase, or you want to use more dynamic customer targeting, dynamic product ads are the way to go. You’ve probably seen these ads appear in your feeds after visiting a shopping site and viewing a product. Facebook’s Pixel tracking feature automatically serves up the best-performing products and products that users have previously considered. Other platforms operate differently. For example, Instagram enables users to tag multiple products in posts, so they are more visible in user searches. Product ads should be eye-catching, with high-quality visuals, to be effective. As a general rule, you should use minimal text on your product ads. According to AdEspresso, the most effective product ads have fewer than 20 words in the main copy and 4 – 5 words in the link headline.
Collection ads are a subset of product ads that allow for a more immersive visual experience for audiences. You can think of collection ads as being like a digital storefront that provides a window-shopping experience for users. They consist of the main banner, which can be a still image or a video, with a row of products beneath. After tapping or clicking on a collection ad, users are taken to a visual experience powered by Facebook’s Instant Experience. Both Facebook and Instagram support this feature, enabling users to learn more about the products they see advertised without leaving the platform. Collection ads are a very effective way of nurturing customer interest and intent. Snapchat also provides a similar feature, where each image links to a separate webpage.
Choosing the best ad format for your social media marketing requires you to consider several critical factors:
– Your target audience
– What actions you want to drive
– Your budget
Different social media platforms favour different demographics. Each platform also favours a different type of content. If you want to get your money’s worth from paid social media ads, you need to pick the right platform and craft your marketing for that specific platform.
Do you want your audience to find out more about your brand? Or do you want them to purchase specific products? The actions you’re trying to drive will determine which types of social media ad are the most effective in promoting your brand and products. The way you craft your ads will also depend on the intended user action, so it’s essential to think about this before you design your campaign.
As with any marketing decision you make, your available budget is going to be an important deciding factor. Each platform operates its own individual pay fee structures, and different types of advertisements have different production costs.
Interactive content is more immersive than static content and is particularly effective for marketing products and services. Interactive ads do more than just load web pages when the user clicks on them; they use various techniques to keep users attention on them for longer and encourage interaction. Many types of interactive ads are experimental, offering 360-degree views of products, for example. But despite their experimental nature, interactive ads are becoming more common and more sophisticated by the day. Interactive ads are effective at fostering connections between brands and audiences and promote more positive sentiments.
Social media platforms provide the tools users need to quickly and easily purchase advertising space and place their own ads on the service. But while it’s easy to buy advertising space and upload your ads, maximising your ROI is a more complex process. Without an experienced social media marketer overseeing your paid ad campaign management, you’ll be flying blind. Compared to traditional advertisements, such as TV ads, billboards and print marketing, paid social media ads are much cheaper to implement and manage, helping businesses to maximise their ROI. Analysing data from paid ads is also much easier than judging the effectiveness of a print campaign, allowing businesses to focus on the social media platforms that are gaining them the best results, further helping their ROI.
Each platform offers its own set of tools for gathering performance data relating to active campaigns and assessing their effectiveness. But interpreting these metrics isn’t easy if you don’t have any prior experience.
Our paid social media ads management service helps businesses ensure their social media ads generate the results they expect. We can help businesses identify the best platforms and content types for their campaigns and work with them to devise a social media marketing strategy that ensures their ads reach their target audience and promote their brand effectively. We can also set up pixel tags, track the effectiveness of an ad and focus on tailoring ads in the most productive way for audience creation/optimisation. Our specialist team can bid on the ads that will most benefit your company whilst considering how to best optimise your budget, placement and delivery. Other services we provide include A/B split testing, exclusion of audiences and the creation of new ads with fresh content.
As your business grows and your marketing campaigns become more complex, trying to manage your own social media ad campaigns becomes increasingly difficult. With a professional social media ad manager monitoring your campaigns once they’re underway, you can focus your efforts elsewhere.
Contact us today to find out more about our paid social media ads management service and find out how we can help your business reach a wider audience while fostering a deeper connection with your existing users. As internet users spend an average of 144 minutes on social media per day, you cannot afford to miss out on the advertising opportunities created by social media. Whether you are working with a relatively limited budget or you have the cash to spare, we will work with you to devise a social media ads strategy that works for your business. We can help you promote specific products or give your entire range more visibility. We will also help you identify the right type of ad campaign for your brand.