Social ad platforms compile information based on user activity such as shares, likes, and the sites and apps they frequently use rather than relying on keyword targeting methods. While users on each social platform are hit with ads, there is also an opportunity for users to control what type of ads they see or don't see, and even opt out entirely from being served certain ads. As a result, it's pivotal that any business looking to use social advertising to generate great ROI fully understands what it takes to create a successful campaign from both a technical implementation and creative design standpoint. Before we dive into specifics on how a business can make this happen, it's important to understand precisely how advertising on social media works. In order to compile user information, behavior tracking is done using a user's cookies along with pixel tags that are embedded in a business' website. Once the information is gathered, users are shown ads that each platform estimates will be of interest to them. For example, if a user is visiting websites looking for real estate options, a moving company, and other businesses or industries related to moving, an ad platform may consider that specific user as part of an appropriate target audience for a storage company's advertisement that is being served to people in their area. The fashion industry is another great example of user activity defining what kind of ads people will be served with. Say a user engages with content from their favorite fashion blogger on a regular basis - showing a strong interest in what the blogger is doing and saying. If this blogger has a favorite brand, style, or trends, it is likely that the social platform will show ads to the user from brands that are showcased or related to that specific account, as a social advertising platform understands that those businesses or products will logically also interest the user. In order to be able to fully understand what your social advertising is getting your business in terms of ROI, it is important for each ad platform to provide businesses with insights into how their advertising efforts are performing. I have compiled three tiers of social insights in terms of importance and relevance to the user, with the most important and relevant insights that are necessary for launch at tier 1. As a sidenote, when analyzing performance, it is necessary for advertisers to have the ability to create a custom date range to measure any and all of these specific performance metrics. Tier 1:
- Click-Through Rate
- Amount Spent
- Cost Per Click
- Cost per 1,000 Impressions (CPM)
- Unique Clicks
- Unique Click-Through Rate
- Options for date-range features
- Ability to Export Report
- Viewability at Account, Campaign, & Ad Level
Facebook Ad ManagerWhen it comes to Facebook, the best option to get this sort of advertising completed is the Facebook Ad Manager. The tool makes it simple very simple to get started - when creating your first ad on Facebook, you have the following options when initially creating your campaign:
Steps for Creating an Ad:Creating an ad like this can be a complicated process at times, but there are some simple steps to keep in mind that can help streamline this process. To begin, enter the URL (or page) you'd like to promote. Then create your target audience by choosing from a variety of different options that Facebook offers. These options include:
Copy & DesignNow that you've got all the details for where the ad is going to lead users and who it is targeting squared away, it's time to move on to the ad itself and focus on the copy and design elements that are going to make up your ad. The first thing you to need to do is upload the image for your ad. You can upload up to 6 different images, at a suggested size of 1200 x 628 pixels, but it is important to note that each image you choose for your ad needs to feature less than 20% text - including logos. If that isn't the case with your images, Facebook will keep your ad from running. Once you have nailed down what images you are going to use, it's time to turn your attention to your ad copy. This begins with choosing an appropriate headline and text description for your ad. On Facebook, both have limits - a headline needs to be no more than 25 characters, while the text description shouldn't be more than 90 characters total. Once all your copy is finalized, the next step is to choose an appropriate CTA button. On Facebook there are preset options that include: "Shop Now", "Book Now", "Learn More", "Sign Up", and "Download". Make sure you choose the CTA that makes the most sense for whatever goal you're trying to achieve with your Facebook ad and that you don't go with a CTA that will confuse people once they arrive at your landing page. The final step when it comes to copy is making sure that you create an appropriate news feed link description that tells users exactly why they should be visiting your website. Much like headline and description, there is a character restriction, although this time it is a generous 200 characters. Make sure you take advantage of this so you can attract as many clicks on your ads as possible.
- Write copy for the tweet (Limit 140 characters)
- Website URL (Shortened link)
- Add image
- Select a CTA (Read More, Shop Now, Learn More, Donate, Apply Here, etc.)
Creating an AdAs with most social advertising platforms, the first step is naming your ad campaign appropriately. From there, you also need to select which language your ad is going to be in so that your ads are being read by the right language speaker. Once language and campaign name are all set, you can begin to create your ads. LinkedIn supports up to 15 variations of an ad for each campaign. It is definitely helpful to have as many different variations as possible so that you can use the included social advertising data LinkedIn provides to optimize your campaign with new ads accordingly. Each different ad should contain the following elements:
- A web page (or select page to promote on LinkedIn)
- A headline (25 character limit)
- A description (75 character & 2 line limit)
- An image (PNG, JPEG or GIF; max size 2 MB. Image will be resized to fit a 50x50 pixel square)
- Simple is best.
- CPC model - This will entice users who want results.
- Lifetime budget and start/end date.
- Automatic & manual bid option