Facebook has developed a sophisticated social media advertising platform that allows businesses to target their audience based on age, gender, relationship status, “liked” pages, general interests, and much more. These targeting features ensure your content is displayed to a highly targeted audience, and is an essential strategy that we often pair with each of our Influencer Marketing programs to ensure maximum reach.
As an experienced Digital Marketing and Facebook Advertising Agency, we eliminate guesswork and start every advertising campaign by defining your target audience groups. These groups could be based on age, gender, relationship status, education level and/or career, general interests, or “Liked” pages.
Once the audience groups have been defined and segmented, it’s all about creating messaging and a content strategy that will resonate within that community. It sounds easy in theory, but it’s much more difficult in practice. Humans have a shorter attention span than a goldfish (6 secs vs. 10 secs). With that in mind, it’s very difficult to capture and maintain someone’s attention…
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In order to create an effective message, you need to dig deep and truly discover what motivates a particular audience group. Are they looking to be entertained? Or perhaps they are looking to be educated and informed? You also need to consider the tone of the message. Once you’ve identified your audience and created the perfect message, it’s important that the users you are targeting are driven towards conversion friendly landing pages. After all, the best marketing in the world simply won’t overcome a poor landing page environment and/or web experience.
The landing page for your Facebook or Instagram Ads campaign should have consistent messaging and imagery, and it should provide a logical next step. That could include filling out a form, placing a phone call, downloading a piece of content, registering for an event, or joining the social media community.
Facebook is the largest social community on the internet. With over 2.6 billion monthly members, the average user spends between 20–40 minutes per day on Facebook.
As social media marketers, our goal is to capture the attention of your audience and persuade them to see the value in what you have to offer. Given the magnitude of the community on Facebook, it only makes sense to have a formal advertising strategy through this platform.
Perhaps more importantly, Facebook has strategically diminished the reach of “organic” social media content. This means that a large percentage of your brand’s community will not see the information you post in their newsfeed. So an advertising budget is required if your business wants to amplify it’s message to a larger (but hyper targeted) community.
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Are you aiming to increase web traffic or grow your social media presence? Figure out why you’re leveraging paid media in the first place and build your strategy from there. Having clearly defined goals in mind will help you focus on your brand’s key priorities.
Designing strategies that cater to all three stages of the buyer journey ensures that you’re maximizing your brand’s reach. Every user at every stage is valuable—and you have to make sure you’re creating paid media content that speaks to each audience type.
Effective paid media is tied to targeting the right keywords. If you’re leveraging paid search ads to appear on SERPs (search engine results pages), then in-depth research is necessary. Bid on the keywords that are most relevant to your business to trigger only the most effective ad appearances.
Gather your team—because it’s time to start coming up with ad copy that wins attention. The key is to resonate with your audience and inspire engagement. Be real. Be relatable. And most importantly, don’t underestimate the power of creativity.
Do the landing pages on your website effectively push visitors further down the sales funnel? If not, you’re letting potential customers slip through your fingers. Optimize each of your landing pages so that they nudge users towards converting.
The options are plenty when it comes to paid advertising, including Google, Meta, TikTok, LinkedIn, Microsoft, and Pinterest among others. Analyze who your target demographic is, research where it’s best to connect with them, and then target the platforms where you wish to build awareness.
If you’re ready to build your paid media ad campaign, you’ll find that it will be further broken down into “ad groups” to ensure more effective pay-per-click advertising. These ad groups house one or more ads that have similar targets or categories. Let’s say your brand’s website features categories such as clothing, shoes, and accessories. Creating ad groups according to keywords that fall under these categories will help the PPC system decide when to show ads for these products.
Retargeting ads are bound to succeed because it’s a second shot at a conversion. Visitors have shown interest in the product/service once before, and sometimes all it takes is a little reminder to push them to the checkout page. So don’t forget to retarget and aim better this time.
In the world of paid media, what works and what doesn’t? You’ll have to run A/B tests to find out! Whether you’re testing which keywords bring more traffic or which social platforms earn more ad engagement, you won’t find out what really works for your brand until you test it.
Revisit your initial goals. Did your efforts bring about the results you expected? Tracking results is an essential step in your brand’s paid advertising campaigns. The data you collect from currently running ads will help lay the foundation for your future campaigns.
After tracking your results, you’ll be able to see where adjustments are necessary. There’s always room for improvement, so keep striving to consistently resonate and build trust with your audience—it’s how to create paid ads that pay off.
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