Advertising on social networks, more fashionable than ever, is an excellent resource for any entrepreneur to publicize their business because, no doubt, it is where more public will find.
This action is part of a larger digital marketing strategy , one in which social media is just one more point but, without a doubt, one that is gaining strength.
We help you discover everything about this resource, from how it works to the options you have on each social platform and, of course, the advantages you get from putting it on, all seasoned by the best tips for making head-on ads.
Index:
What is social media advertising and what are its objectives?
The concept itself does not have much mystery. Social media advertising is nothing more than the display of ads to users who have profiles on these social media platforms . That is, a promoted content that is shown to a specific audience that you can define yourself.
As for the goals, as many as ads, surely . In general, it is sought that the user knows more about the brand, becoming visible and notorious, and that it makes conversions on your website as it interacts on the platform. There are those who simply seek to publicize their customer service on social networks or who want specific information about people’s tastes. In essence, many of your goals as a business can work with this resource .
Of course, each platform is more suitable for the achievement of one or other achievements , so you have to know what each of them offers, something we will see later. This resource is on the rise right now due to the fact that social networks are places with handful users who connect daily, being faithful to their profiles, their virtual friends and social platforms.
How does social media advertising work?
What is done is to design an ad of the type that is preferred (we will see it, classified by social network, in another point). For this, it is necessary to select and design the information that will be incorporated, from a simple title to an elaborate video with actors.
It goes without saying that, depending on the type of ad , the information to be used will vary greatly. For this reason, we must study very well what ads can be included in each platform, opting for those that best reflect what we want to capture and achieve.
With your ad launched, you will pay for each click that a user makes on it, the price of each click being the result of a bid in which the social network, your budget, the location of advertising, its quality and the objective you pursue. Of course, not all of them are cut by the same pattern, but this is, a priori, the essence.
What are the advantages of doing online marketing on social networks?
It goes without saying that advertising on social networks is a bargain because these platforms are, today, the most used and widespread internet resource , just after the internet search engines . Let’s see what advantages it means to invest in it.
Price
We are not going to tell you that it is the cheapest thing you are going to find to make yourself known on the internet but, yes, is a very economical resource with a very high return rate . This does not mean, at all, that you deny other advertising methods but we encourage you to design combined advertising strategies, with ads in several places, focused, each of them, on the most plausible objectives in each case so that the investment Always be the smartest.
Broad audience
Social networks are used a lot; there are millions of users connected daily in all of them so, without a doubt, you will have someone to see you, there is no doubt about that. And obviously, among all those millions of people, surely there are many who are your target or target audience .
Very good segmentation
And, surprise! You can segment the audience to reach who you want. This is really exhaustive , allowing you to choose the recipients of your ads by interests, really marked locations, sex, age …
Remarketing campaigns
One of the main attractions of social media marketing is the possibility to show a user something that he was interested in but that has not convinced him and which, therefore, did not convert.
Viralization
Social networks are the place of viralization par excellence. Therefore, if there is a place where you can go viral it will undoubtedly be this. The “share” is very common and if you offer something that, for some reason causes a sensation, you will see that quickly your content begins to be shared , being visible by friends of your followers, and their friends, and those of these. in what is known as the domino effect.
Budget under control
Without a doubt, you are going to control perfectly how much you spend and on what time slot in addition to, of course, in which ads. In this way, you will perfectly optimize the money available for this need.
Diversity of formats
Of course, you have formats to get bored when advertising on social platforms , so that you will always find the perfect ad to capture what you want the world to see,
Increased visibility
Organic visualizations are not easy. They require time and a lot of work, so it is also interesting to pull a little help so that our visibility increases ; We are simply accelerating the process until it reaches the target audience.
Statistics
Very important is the information that advertising campaigns give us because it shows us how the ads are working, how the user reacts, what audience has been more interested, what type of ad is more successful, which ads are the most expensive … With all the available information you can modify your strategies, turning your actions a little more towards where the user wants.
Types of advertising and announcements we can do in RRSS
Since social networks are different from each other, we must take good care of which one we choose when making each announcement. Let’s see what types of ads are the ones that can be placed in each of them and what we will get.
YouTube Advertising
We started with this platform, which is already considered a whole social network, due to the importance that video has acquired in recent years in terms of digital marketing .
Data to know when considering advertising on YouTube are, for example, the fact that 9 out of 10 users who see the ads do so with sound, something you want No, it is very important or the huge number of users (above one billion).
With this advertising we get:
- Achievement of business prospects.
- Traffic direction to the website.
- Increase in the number of subscribers.
- Greater consideration of the brand .
- Attention of new users.
The ads we found are:
- Discovery ads . They are displayed when the user searches, as in Google Search, in recommended videos and on the home page. You need to click on the ad to play it.
- Embedded ads . As indicated, they are inserted in the videos that the user sees, playing, automatically, before or after these as well as during. The user can skip them after a few seconds of viewing, so capturing their attention at that time is key.
- Bumper ads . They also play in the videos but are short and cannot be skipped, so the user has to play them completely if he wants to continue enjoying the video he is visiting.
Instagram advertising
Investing in Instagram marketing, if the business and the public lend, is an excellent option because advertising here is booming, with a percentage of 25% of users entering, daily, profiles of brands and 18% that interact with them. It should also be noted that the engagement is really high.
By advertising on Instagram, we get that:
- Our brand grows.
- Actions are generated.
- Conversions are generated.
You can choose between these types of ads:
- Video-photo ad . The organic publications are hardly different, so the user is not really invaded.
- Carousel ad . It is also similar to conventional publications, to which a legend of “Sponsored” is added. Obviously, the functionalities are the same as those of any carousel, which means a blank canvas to differentiate us from the rest.
- Ad hung on Stories . You can upload a video or photo that will remain for 15 seconds, so you must be direct, have a message that arrives quickly.
Advertising on Facebook
It is a really effective social network for marketing due to how complete it is since every month more than two billion people are connected, achieving the highest sales volume among all society platforms.
So good are the results that we see that, in just one year, the advertising investment on Facebook has increased by 49% , standing out in the video ads. This makes Marc have decided that the price of the ads is higher than a few years ago.
With the ads on this network you get the same as in the previous case:
- A growth in brand recognition.
- The generation of shares.
- The generation of sales or traffic conversions.
The ads that can be included are:
- Photo ads . They include an image, title, 125 characters, button and link to the site to promote. They are the best for businesses that are starting, easy to launch and working with your own organic reach.
- Video ads . They will include a video element that can last 240 minutes, with a computer optimized design. With them a lot of interaction is generated in the social platform itself.
- Carousel . You will be able to include up to 10 elements of type image or video, as you prefer. These will have their own link, so that a single ad will contain up to 10 links; interesting, right? It is the best option when you have several products or services that can be related in some way, such as the different offers you have during the sales period.
- Slides . You mount a video from images, what is known as a slide. Little known, of course, but original, capable of making a difference if we use it with a head.
- Collection ad . We call collection a set of elements that is shown in the news feed that Facebook has included as a novelty in its latest updates and that has become a success. You include a video or a photo as well as some information. In this way you give data of your product without the user even having to enter your profile.
- Advertisement in Messenger . A conventional announcement with the exception of being in the “Home” of the messenger application of Facebook Messenger. Ideal when we want to encourage users to talk to you.
- For business prospects . They are used to be seen on mobile devices. Simple forms are used that allow us to create sales prospects and funnels.
Advertising on Twitter
Twitter is a place that is starting now in advertising, although it has everything necessary for us to succeed: many users, a lot of activity, ads considered as little intrusive , a significant increase in the consumption of videos on the platform and an increase in investment by advertisers.
In this case, Twitter offers us a greater number of results:
- Web conversions.
- Interaction between users.
- Achievement of followers.
- Brand awareness growth.
- Achieving application downloads.
Generation of visits.
We have two types of ads on Twitter:
- Advertise on Promote . What the platform does is promote your account to other users, the result of geographical or interest segmentation (fivefold in the latter case) as well as your tweets.
- Ad campaigns ad type . The platform has the possibility of creating campaigns with different objectives, which means the customization of the ads that are designed and displayed.
Linkedin advertising
It is an ideal place, but only for a few companies that can fit well with the type of social network, because let’s not forget that is a place of conciliation between professionals . Its strength is segmentation and the ease to reach the users we want.
LinkedIn gives you:
- Greater brand recognition.
- Traffic to your site.
- Generation and conversion of business prospects.
The ads we can place here are:
- Sponsored content . The concept is the same as the Facebook collection, showing in the news section that exists on LinkedIn.
- InMail . The announcement consists of a private message that is sent to the audience, reaching their inbox.
- Text ads . Curiously, you have the option of including a small image, 50 x 50 px. It can only be seen on a computer, in the right area at the top.