Social media advertising is one of the quickest growing segments of the entire marketing industry. In 2013, social media ad spend eclipsed newspaper ad spend – and in 2016, spending on digital advertising overtook spending on television advertising for the first time ever.
Clearly, social media is a critical part of any comprehensive advertising and marketing strategy. But the complexity of individual social channels can often make it hard to advertise effectively on social media – there’s just so much to know!
How can you ensure that you maximize the return on investment (ROI) on each of your paid social media channels?
Never fear! In this article, we’ll take a look at most major social media advertising channels, and give you some quick tips on how to maximize user engagement, traffic, and conversions from your social media ads. Read on, and see how you can optimize your next paid social marketing campaign.
Paid Facebook Traffic
Facebook is the largest source of social advertising – second only to Google when it comes to digital spend. This means it’s critical to use the right strategies to maximize the ROI of your paid Facebook campaigns. Here are some tips on how to do so.
Use ad retargeting – Ad retargeting is one of the best ways you can increase conversions and boost traffic to your website. If you install the Facebook Pixel on your website, a “cookie” will track that a user has been to your website – and this will allow you to serve them an ad for your website, even if they didn’t convert.
The benefits of ad retargeting are huge – ad retargeting can boost click-through rates by nearly 1000% when used properly. So take full advantage of ad retargeting, and your ROI will soar.
Choose the right bidding strategy – Facebook offers a number of different bidding methods. These can be set in the “Optimization and Pricing” section of the ads manager.
Depending on your business, you may want to focus on the total daily reach of your ad, maximum overall ad impressions, or website conversions.
Here is an example of the bidding setup for an ad optimized for video views:
Choosing the right bidding strategy (and maximum budget) is critical to boosting conversions and web traffic.
Create dedicated landing pages – Landing pages are absolutely crucial to your Facebook ads. Why? Well, you’re asking a potential customer to visit your website, aren’t you? That means that you should be providing them with a landing page that has been custom-developed for a particular ad.
If potential customers are sent to a general, “catch-all” webpage, they may be confused or frustrated, because they had a specific expectation of what they would see when they clicked on the ad. Landing pages provide a way that you can manage customer expectations, and increase conversion rates by providing a clear Call-To-Action (CTA).
Here is a simple landing page example for a free download from FlypChart:
If you follow these 3 tips, you’re sure to maximize the ROI on your next Facebook Ads campaign.
Paid Twitter Traffic
Twitter doesn’t have a huge market share compared to Facebook – only 7.9% of ad spend was on Twitter ads in 2016. But Twitter can still provide huge paid advertising opportunities, due to the loyalty and high activity of most Twitter users. Here are some tips on maximizing your paid Twitter traffic.
Always use a strong image in your ad – Space is at a premium in Twitter ads. If you include a link in your Tweet, you’ll only have about 117 characters to get your message across.
This means that a strong, custom-designed image is critical to success on a Twitter ad. A picture says a thousand words – and because your Tweet will only be able to say about 20, it’s absolutely critical that you design a relevant, visually-exciting image to go with your ad.
Here is an example from Twenty20:
Ask a question – Twitter’s official optimization guide is full of great tips to help you optimize your paid Twitter traffic – and according to Twitter, an ad with a question mark can get up to 25% more clicks! Asking questions helps users feel more engaged, and it makes them curious about your products or services.
A/B test different Twitter ads – One of the best things about Twitter ads is that they’re easy to make, and easy to replace. Try creating multiple ads that target the same audience, and track the performance of each one.
If a particular ad performs especially well, try to figure out why, and use this information to make your other ads more effective.
These simple strategies will drastically improve the efficiency of your Twitter ads – increasing clickthrough rates while decreasing costs.
Paid Instagram Traffic
Partner with influencers – While you can partner directly with Instagram to place advertisements, that’s only part of the puzzle. Partnering with influencers is a powerful way to promote your products or services in an organic, non-invasive way.
An “influencer” is anyone on Instagram that serves a particular audience with organic content, and has a large following – usually between 5-100K followers. Look for an influencer in your market, see if you can direct message them or email them, and ask about a partnership.
Smaller influencer marketing campaigns may only cost you a few hundred dollars – so they’re a great way to maximize your Instagram ROI!
Use your “link in bio”! – One of the strangest quirks of Instagram is that it does not allow “live” (clickable) hyperlinks in photo/video captions or comments. When you pay to place an ad, customers can interact with it to get to your website – but that’s about it. On any post you don’t pay to place, you won’t be able to use a live link.
How can you get around this? Easy! Have you ever seen an Instagram post that said “link in bio”? Instagram allows live links in the bio section of your page – so you can use this area to link to landing pages, e-mail signups, and other powerful links that can help you fill your sales funnel.
Use this to your advantage – if you’re running a giveaway, let users know that the link for the giveaway signup is in your bio. Which brings me to our next point…
Run giveaways – Giveaways are a great way to maximize the effectiveness of paid Instagram ads. You can send users who see your ad to a custom signup page on your website, and they’ll be entered for a chance to win a prize.
This helps you build your email list, and ensures that the money you pay to place an ad will result in more web traffic, and a larger list of potential customers.
If you follow these 3 tips, you’ll be well on your way to Instagram marketing success – in no time at all.
Paid Pinterest Traffic
Pinterest is still a relatively small area of the paid social media advertising world, but boasts nearly 150 million monthly users. With the recent introduction of video ads, Pinterest is sure to become a very important social media marketing channel.
Don’t oversell your promoted pins – “Promoted Pins” are the oldest form of Pinterest advertising. Companies can pay to have their pins promoted when users look at a particular hashtag, subject, or page.
However, take care to make your promoted pins look just like the rest of your Pinterest content. If you “oversell” your advertisements, you’re less likely to get clicks. People don’t like too much direct promotion – especially on Pinterest.
Make sure you’re creating original content – When a Pinterest user clicks on an ad, they won’t just visit the link you included – they’ll visit your Pinterest page. So make sure that your Pinterest page is full of value-added, original content that will totally hook visitors.
If you consistently create great Pinterest content, you can grow an organic following from your paid advertisements – which means a better ROI for your ad campaign.
Create effective images – More than just about any other social media website, Pinterest is visual. Ensure that you follow best practices when creating images.
The best Pinterest images are usually 736×1102 pixels, feature bright, crisp imagery, clear calls-to-action, and are related to a popular category on the site – such as DIY crafts, cooking, weddings, or other popular categories.
If you follow these easy tips, you’re sure to become a paid Pinterest marketing expert – in a snap.
Other Paid Social Media Traffic
New social media channels are popping up every day – and even though we don’t know what the “next big thing” will be, there are some guidelines that apply to social media advertising – no matter what service you’re using.
Emphasize great design – Great design is absolutely essential for a good ad. Whether you’re advertising on Snapchat, Tumblr, or any other platform, you must invest in strong design that provides customers with a clear call-to-action.
Use dedicated landing pages – Dedicated landing pages that are directly related to your ads are essential – no matter what social media platform you’re using.
Track customer behavior – Most major social media platforms support cookies and other tools that can help you analyze clickthrough rates, bounce rates, traffic, and more. Use this information to track customer behavior, and see how you can improve your ads.
Analyze and test the performance of each ad – There’s no such thing as a perfect ad. No matter what platform you use, test multiple variations of the same ad, and use the insights gained from this to create more cost-effective, traffic-boosting advertisements.
While there’s no way to tell what the new “hot” social media platform will offer, these guidelines will hold true. So keep these guidelines in mind – whether you’re advertising on an up-and-coming social channel, or using industry titans like Facebook and Twitter.
Follow This Guide – Maximize Your Marketing ROI!
Paid social media marketing is complex, and the tools and options offered by each platform can differ dramatically. But we hope this guide has been helpful as you learn the intricacies of each different paid social media platform.
There’s a lot to learn – but doing so is well worth it, due to the huge reach, cost-effectiveness, and traffic-boosting potential of paid social media channels.