Advertising on social networks What is it, what is it for and how can it help you in your digital business?

Advertising on social networks, more fashionable than ever, is an excellent resource for any entrepreneur to promote their business Well, without a doubt, it is where you will find the most public.

this performance is part of a larger digital marketing strategyone 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 perks you get from getting down to it, all spiced up with top tips for making smart ads.

What is advertising on social networks and what are its objectives?

The concept itself does not have much mystery. Advertising on social networks is nothing more than the display of ads to users who have profiles on these social platforms.. That is, promoted content that is shown to a specific audience that you can define yourself.

As for the objectives, as many as advertisements, surely. In general, the aim is for the user to learn more about the brand, becoming visible and notorious, and to make conversions on your website as well as to interact 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 objectives as a business can be worked with this resource.

Yes indeed, each platform is more suitable for the achievement of one or another achievement, so you have to know what each of them offers, something that we will see later. This resource is on the rise right now due to the fact that social networks are places with handfuls of 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 design an ad of the type you prefer (We will see it, classified by social network, at another point). For this it is necessary select and design information to be incorporated, from a simple title to an elaborate video with actors.

Needless to say, depending on the type of ad, the information to be used will vary greatly. For this reason, we must carefully study which ads can be included on 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 the advertising, its quality and the objective that you pursue are considered. Of course, not all of them are cut from the same pattern, but this is, a priori, the essence.

What are the advantages of doing online marketing on social networks?

Needless to say advertise on social networks It is quite a bargain because these platforms are, today, the most widely used and widespread resource on the internetjust after the Internet browser. Let’s see what are the advantages of investing in it.

Price

We are not going to tell you what is the cheapest thing you are going to find to make yourself known on the internet but, yes, It is a fairly cheap resource and 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 various places, each focused on the most plausible objectives in each case so that the investment always be the smartest.

wide 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 there are sure to be many who are your target or target audience.

very good segmentation

And, surprise! you can segment the public to reach who you want. This is really exhaustiveallowing you to choose the recipients of your ads by interests, really marked locations, gender, age…

remarketing campaigns

One of the main attractions of social media marketing is the possibility to show a user again something in which he was interested but has not finished convincing him and which, therefore, has not performed the conversion.

Viralization

Social networks are the place of viralization par excellence. Therefore, if there is a place where you can go viral, it will be, without a doubt, this. The “share” is very common and if you offer something that, for some reason, causes a sensation, you will see that your content quickly begins to be shared, being visible by friends of your followers, and their friends, and their friends. in what is known as the domino effect.

Budget under control

Definitely, you will perfectly control how much you spend and in what time frame plus, of course, in which ads. In this way, you will perfectly optimize the money available for this task.

Diversity of formats

Of course, you have formats to bore when advertising on social platformsso 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, therefore, it is also interesting to pull a little help to increase our visibility; we are simply accelerating the process until we reach the target audience.

statistics

Very important is the information that advertising campaigns give us Well, it shows us how the ads are working, how the user reacts, which audience has been most interested, what type of ad is most successful, which ads are the most expensive… With all the information available you can modify your strategies, turning your performances a little more towards where the user wants.

Types of advertising and announcements that we can make in RRSS

Since social networks are different from each other, we must take good care of which one we choose when making each ad. Let’s see what types of ads can be placed in each of them and what we will achieve.

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.

Facts to know when considering the YouTube advertising They are, for example, the fact that 9 out of 10 users who see the ads do so with sound, something that, like it or not, is very important, or the enormous number of users (over one billion).

With this advertising we get:

• Achievement of commercial prospects.
• Direction of traffic to the website.
• Increase in the number of subscribers.
• Higher brand awareness.
• Attention of new users.

The ads we found are:

• discovery ads. They are shown 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 into the videos that the user sees, playing automatically before or after them as well as during them. The user can skip them after a few seconds of viewing, so capturing their attention in that time is key.
• bumper ads. They are also played in the videos but they are short and cannot be skipped, so the user has to fully play them if he wants to continue enjoying the video he is viewing.

instagram advertising

Investing in marketing on Instagram, if the business and the public lend themselves to it, is an excellent option because advertising here is booming, with a percentage of 25% of users entering, daily, brand profiles and 18% who interact with them. It should also be noted that engagement is really high.

By placing advertising on Instagram we achieve that:

• Our brand grows.
• Actions are generated.
• conversions are generated.

You can choose between these ad types:

• Video-photo ad. It hardly differs from organic publications so the user is not really invaded.
• carousel ad. It’s also similar to regular posts, with a “Sponsored” caption added. Obviously, the functionalities are the same as those of any carousel, which is a blank canvas to differentiate us from the rest.
• Announcement posted in Stories. You can post a video or a photo that will last for 15 seconds, so you must be direct, have a message that arrives quickly.

Facebook advertising

It is a really effective social network for marketing due to how complete it is and that more than two billion people connect every month, achieving the highest sales volume of all social platforms.

So good are the results that we see that, in just one year, Facebook ad spending has increased by 49%, standing out in video ads. This means that Marc has decided that the price of the ads is higher than he was a few years ago.

With the ads in this network you get the same as in the previous case:

• A growth in brand recognition.
• The generation of actions.
• The generation of sales conversions or traffic.

The ads that can be included are:

• photo ads. They include an image, title, 125 characters, button and link to the site to be promoted. They are best for businesses that are just starting out, easy to launch, and working with your own organic reach.
• video ads. They will include a video element that can be up to 240 minutes in length, with a computer-optimized design. With them, a lot of interaction is generated on the social platform itself.
• Carousel. You will be able to include up to 10 image or video elements, as you prefer. These will have their own link, so 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 that you have in the sales period.
• Slideshow. You assemble a video from images, which is known as a slide. Little known, of course, but original, capable of making a difference if we use it wisely.
• ad in collection. We call a collection a set of elements that are displayed in the news feed that Facebook has included as a novelty in its latest updates and that has become a complete success. You include a video or photo as well as some information. In this way you give data about your product without the user even having to enter your profile.
• Announcement in Messenger. A conventional advertisement with the exception of being in the “Home” of the Facebook Messenger messaging application. Ideal when we want to encourage users to talk to you.
• For business prospects. They are used to be viewed on mobile devices. Simple forms are used that allow us to create leads and sales funnels.

Twitter Advertising

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, advertisements considered as not very intrusivea significant increase in video consumption on the platform and an increase in investment by advertisers.

In this case, Twitter offers us a greater number of results:

• website conversions.
• Interaction between users.
• Getting followers.
• Growth of brand awareness.
• Generation of visits.
• Achievement of application downloads.

We have two types of ads on Twitter:

• Ad in Promote. What the platform does is promote your account to other users, as a result of geographical or interest segmentation (quintuple in the latter case) as well as your tweets.
• Ad campaign type ad. The platform has the possibility of creating campaigns with different objectives, which means customizing the ads that are designed and displayed.

Advertising on Linkedin

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 it is a place of conciliation between professionals. Its strength is segmentation and the ease of reaching the users we want.

LinkedIn gives you:

• Greater brand recognition.
• A traffic to your site.
• Generation and conversion of commercial prospects.

The ads that we can place here are:

• Sponsored Content. The concept is the same as the Facebook collection, being displayed in the news section that exists on LinkedIn.
• InMail. The announcement consists of a private message that is sent to the audience, arriving in their inbox.
• text ads. Interestingly, you have the option to include a small image, 50 x 50 px, in them. It can only be seen on a computer, in the upper right area.

Infographic: Types of digital advertising

Tips for marketing advertising on social networks

Before showing you graphically what ads are like on social platforms, we want to give you some tips that we advise you to keep very well (you can put us in Bookmarks) so that you can read and reread them when you dare to launch your campaign.

Meet the “buyer person”

Obviously, we don’t want to shoot into the air. We have a business and it focuses on an ideal type of consumer, which is who we should go for. It is necessary to know your buyer person to design the ads according to what they are looking for, prefer and value.

Define your goals

Essential to know if advertising campaigns work and what you should change and keep it is to have some objectives that you can verify that they are being fulfilled and to what extent. If not, you will be designing ads “let’s see what happens”, getting results, yes, but… which ones? at what price?

Stick to budget

You must decide how much you are going to spend and on what, which is why you must have some previous objectives (among others). Of course, this is something that depends on many factors, starting with the amount available.

But, most importantly, stick to that budget that you have studied and designed, which is there for a reason. If you see that you lack a little push for your goal, it does not matter. You must do the campaigns as you have planned them and, to be able to see, in this way, real results and what you have needed or have lacked to achieve the objectives set. It is in this way that you will learn to make campaigns and, above all, to design them according to the needs.

Make a segmentation of 10

There are more and more segmentation possibilities, use them well. This will not only allow you to reach exactly who you want, but it will also help you study and better understand the results of each ad, making it easier to modify some of the segmentation parameters without changing the user you want to show yourself to too much.

Do A/B tests

The A/B texts are used to release something with different modificationsso that we can study the results with both examples and check what we get in each case.

You can do these tests varying the type of bid, segmentation, objectives, inserting different creative products…

Do not lose sight of the CTR

This metric tells you about the number of clicks received based on the times it has been shown. That is, a kind of percentage that tells you if a high number of samples is necessary for the user to click on it. This would mean that it lacks interest. If so, you will have to try, with the A/B tests, to see what fails. On the contrary, if little is shown and a lot is clicked, you have done things right 🙂

not the frequency

It’s really important. Think about this. How many times have you thought “Oh for God’s sake this is the third time I’ve seen this ad in my time online“? Imagine that the user has that image of your ad, of your company, of you.

On the other hand, if someone sees an ad many times and doesn’t click on it we are showing the ad to the wrong person. It may be that they are not interested or that they have already converted and we are showing no clicks, which negatively affects the CTR.