We’ve all seen the viral ads that businesses have posted online. A funny video, a cool picture, a fun contest… but social advertising success doesn’t only come from getting lucky with a viral post.
Social ads are about so much more than getting a look or a laugh from your clients online. They’re about expanding your reach and growing your customer base in a meaningful way.
Next time you craft a new Facebook post or compose a Tweet for your business, consider the following strategies to maximize your social media success.
Call to Action buttons are a fabulous way to inspire action and engagement. Social platforms give you the option to choose a button based on the action you’d like to inspire. Whether you’d like people to ‘book now’, ‘learn more’, ‘view video’ or ‘get directions’ there’s a button for it!
When creating an ad in either Power Editor or Ads Manager you’ll have the option to add a Call To Action button and it looks like this.
When adding your call to action button, be sure to direct readers to an appropriate web page. For example, if you choose Sign-up, make sure the link directs people to your website sign-up form rather than your home page.
The website link section looks like this:
Because of the extra effort advertisers are taking when creating social ads, it’s been found that they are more likely to be shared, re-tweeted, re-pinned and commented upon. These actions all help to spread your message organically and within the paid mediums.
Facebook recently launched a new feature in the Facebook advertising platform that rates your ads and gives you a relevance score, similar to Ad Rank in Google AdWords. The more relevant your ad image, ad copy, and destination page is to your audience, the higher your score is — and the more favorably Facebook will treat your ads.
It will look like this:
Here’s how you navigate to this section in your own ad account.
Here are some great examples of Facebook ads that work.
Since the days of the town crier are long gone we need new ways to help our messages travel further and resonate with our fans. Social ads that incorporate tools like custom audiences, target audiences, graphics, video, calls to action, a value proposition, social credibility and correct placement will ensure success.
To spread the word even more effectively, split testing helps us understand how fans respond to our messaging. By changing one feature within an ad we’re able to test how well a certain photo, video, word or even timing impacts the ad success.
While the town crier had a specific corner in the village to amplify his message we now have a variety of platforms and placement options in our advertising. Consider how your audience interacts with your chosen platform; mobile or desktop, as well as which platform they’re using at certain times of the day.
Social media is being used more and more on mobile devices. LinkedIn reports that 70% of clicks to sponsored updates happen on mobile, Facebook has 1.12 billion mobile monthly active users, and 80% of Twitter active users are on mobile. Source. Using ads in the right place, at the right time and with the right message will ensure we outlive the town crier.
Facebook Amplification & Audience Analytics
You too can check how your audience interacts with your ads on Facebook.
With an understanding of how your ads are received, you may want to change your ad copy, graphics or video to be most valuable on the desktop, right column, mobile or Instagram.
To find this information navigate to a specific ad, click the far left column button next to the ad name, then choose Placement.
You can also study your entire audience on your business page to better understand how they view your content. If you want to know if your fans view your content on a desktop or mobile device navigate here: Page Insights<Page Views<By Device as shown below.
Twitter Audience Research
Your Twitter audience can be studied with some depth as well. In the analytics section you’ll find data related to your audience interests, gender, income, wireless providers as well as buying styles. When you study this you’ll find you’ll be able to adjust your tweets and comments to suit this audience.
Comparisons to all Twitter users is pretty slick. This tool is a great way to understand the differences and similarities and put together remarkable content to grow your audience thru advertising.
Understanding our audiences, how they interact with our content and what’s important to them is key to both social ads and posts. When you use these free tools available in your own ads platforms you’ll find that your relevance scores increase and your ad reach skyrockets. Armed with this information your own amplification and engagement will grow.
Which of these tools will you use today?
Social Marketing Strategies for Travel and Tourism