Pay-To-Play
Social Media is a pay-to-play game.
Sure, you can produce sh!t hot content, but unless you’re a well-established brand, if you haven’t got some dollar bills behind it, you’re pretty much wasting your time.
Why is this the case? Because organic reach is down across most of the major networks. The days of simply posting on social and expecting all your followers to see your beautiful content are over. It’s all about how you target your audience, build customer experiences and get people to your site to make a purchase. Paid social media strategies help with exactly that!
The challenge is knowing the nitty-gritty details of how to create a successful ad campaign. Don’t stress, we’re here to help. In this blog, we tackle some of the most frequently asked questions of social media advertising.
WHAT CHANNELS SHOULD I USE?
Which platform you choose to use really depends on where your target audience are hanging out. Which is why most brands look to Facebook and Instagram. With more than 3.7 Billion Users worldwide, you’re able to get your brand in front of over a quarter of the world’s population. However that’s not to say that the other platforms aren’t worth looking at! Depending on your brand, you might find some success on some of the more niche channels like Pinterest, TikTok or LinkedIn.
WHAT WILL SOCIAL ADVERTISING COST?
What you spend on social media advertising will really depend on your budget, your audience size, and your goals. For this reason social advertising budgets vary widely, but as a general rule, the more money you spend, the more efficient Facebook’s algorithm becomes at spending your money. Our job is to ensure you are getting the most bang for your buck!
DOES SOCIAL ADVERTISING WORK?
All too often we hear things like “oh yeah I throw $100 here and there at post boosts.” Does this sound like a strategy for success to you?! 🤔. Unfortunately what ends up happening is poor results, leading to unfounded beliefs that it doesn’t work.
We’ve seen the incredible results first hand. As have thousands of other businesses around the world who continue to use social advertising as an e-commerce tool.
With that being said, it may take some time to see results, and it will definitely take some savvy and some patience. So stick with it (and choose a social ad manager who has proven results!).
HOW IS PERFORMANCE MEASURED?
Social ad performance is measured using a wide range of analytics tools. Google Analytics is the most common source of data. Also, each social media platform offers its own in-platform analytics (e.g. Facebook Business Manager, LinkedIn Ads, Pinterest Ads and so forth).
We generally use a range of sources to get a universal perspective of how each ad type is working to deliver on the required goals. Also, how the website is performing in converting the website traffic to sales.
We check ad performance daily, review results and optimise weekly, and report monthly.
HOW OFTEN SHOULD ADS BE CHANGED?
Ultimately it depends on how well your ads are performing. If results are going well, there’s no sense in making drastic changes to your ads. Conversely, if ad results are slipping, you might want to freshen up your creative, or make some changes to your ads, to turn that around.
Importantly, you should never set and forget. Social Media is forever changing its algorithm, and people get tired of seeing the same thing in their news feeds! So if you leave your ads running too long, you’ll start to waste your social ad budget in areas that aren’t making a difference.
WHAT DOES A SOCIAL AD MANAGER DO?
Here at FULL STOP social media, we believe that our role is to make sure every dollar of your campaign goes to making a difference to your bottom line. We do this by starting with an in-depth review of any past advertising you’ve done (or any analytics data that can be made available to us), and then coming up with a strategy to get cut-through and conversions. Once the strategy is approved, we manage your campaigns to get optimal Return On Your Investment.