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Many of you might picture social media marketing as ‘Paid Search Campaign’ or ‘PPC’, but in order to maximize your brand’s visibility and reach on social media platforms, you have to resort to ‘Paid Social Media’.
In addition to the audiences spending over two hours on social media sites, almost 90 per cent of marketers have concluded that their social media marketing efforts have increased the exposure for their brands, while 75 per cent of marketers say that paid media has helped increase traffic.
Having said that, social media marketing in today’s world comes down to the fact that if you want to play ball, you have to pay for it! This allows you to have an impact on people that you couldn’t reach out to through organic mediums.
Targeting the right audience is what social media ads specialize in. In addition to increasing your brand and product awareness, paid media on social platforms drive ‘micro-conversions’.
To maximize your marketing efforts and effectiveness, a campaign should be in sync with the other mediums, such as TV ads, newspaper ads, direct mailers etc.
Types of Social Media Ads
There are various platforms within ‘Social Media Advertising’ through which you can achieve your business goals. Each platform is unique and has a different target audience.
Before deciding your ultimate ‘Social Network’ for advertising, do consider the platforms which perform organically.
For instance, you can use Snapchat & Instagram if your brand/product is youth-oriented.
Here’s a quick peek on the most popular social platforms and its usage:
Now that you have a better understanding of these platforms, it’s time to take a look at the types of ads that each and every social media network has to offer!
Facebook advertising allows you to implement both (text and photos), which can be projected in your advertisement for maximum engagement. It allows you to target your audience based on interests, geography and demographics while determining your Cost Per Click (or Pay per Click).
Facebook ads help you augment your brand awareness, along with generating website traffic, increase engagement, encourage app installs, generate leads, create online conversions and drive foot traffic to offline stores.
Facebook is quite popular for social media advertisers as it offers options for detailed targeting. This makes it a great platform for starters to experiment, as it offers a comprehensive range and detailed understanding of the target audience.
- Photo Ads
Facebook photo ads include 125 characters of text, along with a headline and link description. Most of the advertisers do add a Call-To-Action (CTA), which is quite effective! These photo ads work wonders if you are showcasing new products or service.
How to create your Photo Ad?
You can create it through Facebook Business Manager, or promote it directly from your Facebook Page.
- Video Ads
Facebook video Ads help you showcase and promote your video that is up to 240 minutes (Video design may vary according to mobile or desktop format) Facebook video ads can coincide with your traditional marketing strategy, especially a TV ad campaign. Use captivating visuals to highlight the best aspects of your brand.
What should you consider while creating a Video Ad?
Short videos have a tendency to have higher completion rates. If you’re adding an emotional aspect, you can drag the video a little longer.
- Story Ads
Stories have proven to be a fun and effective way to share and discover new content. The Story ads on Facebook range from 6 seconds (Photo Display) to 20 seconds (Videos). Most of the individuals prefer Facebook story ads to be ‘easy to grasp’.
What should you consider while creating a Story Ad?
Stories last for 24 hours. So you can use this to promote any ‘limited time’ offers.
- Carousel Ads
Carousel ads help you display an array of products/services that your brand offers. It can also be used to portray a ‘step-by-step’ process.
This includes up to 10 images or videos, each with their own link, all in one ad.
What should you consider while creating a Carousel Ad?
Carousels are a great way to exhibit your products by adding a compelling element which completely engages your audience i.e. an effective story or a message.
- Slideshow Ads
Slideshows help you create a video using ‘Static’ Images. This ad is super effective as it doesn’t need video specific elements or resources to create. Brands unwilling to opt for video ads can try slideshow ads, as it works wonders!
- Collection Ads
This type of ad highlights your products in the Facebook Feed. The ad ranges from a cover photo to a video and product images with pricing and other details. This is a great way to inform your audiences about the product (the ones on Facebook). This works extensively well for retail and travel brands.
Once they click on the ad, they are directed to something known as ‘Instant Experience’.
Instant Experience Ads are full-screen interactive ads that include up to 20 images or a two-minute video. It allows you to add a ‘CTA’ button with 30 characters of text.
- Messenger Ads
Facebook Ads placed on the home screen of the Messenger App is your Facebook Messenger Ad. Businesses use them to connect with people and other businesses, add links to their website etc.
What should you consider while creating a Messenger Ad?
Messenger Ads are a conversation starter! It can streamline a conversation that was stagnant and trailed off.
- Lead Generation Ads
Lead Generation Ads, these are essentially pre-populated forms to induce your audience to sign up for a newsletter, request a free trial or ask for a quote! Lead generation ads have proven to be a great tool if you’re looking to increase your sales online!
What should you consider while creating a Lead Generation Ad?
It is vital to ask for minimum information while drafting your ‘Lead Generation’ Ad to process leads effectively and maximize the completion of the form.
Instagram Ads are often used to increase your brand presence, website traffic, generate leads and convert them. Just like our marketing mix!
Instagram being a visual platform, the text ads are not really a thing here. This makes it really popular with the millennials.
As Facebook owns Instagram, the ad types completely mimic four of the Facebook Ad types i.e. Photo Ads, Carousel Ads, Video Ads & Collection Ads. You have the liberty to create each ad type for the Instagram Feed, or for the Instagram Stories.
- Photo & Video Ads
Besides having a ‘Sponsored Tag’ on the top right corner, Instagram photos and videos will be projected like a regular Instagram post.
What should you consider while creating a Photo & Video Ad?
Keep a consistent style and tone while creating your Photo and Video Ads.
- Carousel Ads
In this type, the users swipe to scroll through different images. Just keep in mind that the images you use in your Carousel Ad are bound together by a common theme.
- Collection Ads
Very similar to the concept of Facebook Collection Ads, Instagram Collection Ads feature a cover image or a video. As soon as you click on the ad, it directs you to ‘Instant Experience’.
This kind of ads don’t include a headline, but they allow up to 90 characters of text.
- Instagram Stories Ad
Instagram Stories Ad allows you to upload photos or videos up to 120 seconds long. The best part about this is that they display in full-screen format in-between people’s stories.
What should you consider while creating an Instagram Stories Ad?
Making it interactive by adding elements makes the Story Ad highly effective.
Twitter ads are usually used by marketers to increase their tweet engagement, followers, create awareness, encourage website clicks and application installs. Research suggests that nearly two-thirds of Twitter’s advertising audiences are males.
Twitter ads are of two types:
- Twitter Promote
- Twitter Ad Campaigns
- Twitter Promote
The algorithm in Twitter Promote automatically reaches out to your specified audience. It gives you the leverage to focus on up to five interests or metro locations, while Twitter does the rest.
‘Twitter Promote’ mode costs around Rs.6900/- (or $99 USD) per month. An average reach of 30,000 people and an average of 30 new followers is what twitter claims if you use Twitter Promote
- Twitter Ad Campaigns
Twitter Ad Campaigns are used by marketers to align your business objectives with your business goals. It allows you to select existing organic tweets to promote or create tweets specific to your ads.
What should you consider while creating Twitter Ad Campaigns?
Make sure to run separate campaigns for mobile and desktop users. This will ensure the best conversion rates. Twitter also recommends you to steer away from using hashtags and mentions in the ads.
LinkedIn is a much more sophisticated, business-oriented platform than any other social network. The amount you pay for advertisement on LinkedIn is totally up to you!
It gives you the leverage to start and stop the ad at any point of time. LinkedIn ads are sold through an auction. A wide range of targeting options is offered by LinkedIn Ads.
- Sponsored Content
This type of ad appears in the news feed on both desktops as well as mobile phones. Typically used to get your content on the top and in front of a larger audience.
What should you consider while creating Sponsored Content?
Larger images (1200 x 627 pixels) get the highest click-through rates, while headlines under 150 characters perform the best when it comes to engagement.
- Sponsored InMail
Very similar to the concept of Email Marketing. The messages of Sponsored InMail go directly to the user’s LinkedIn inboxes.
The interesting feature about this ad type is that the users will only receive ad messages while they are active on LinkedIn.
What should you consider while creating a Sponsored InMail?
Body text up to 500 characters get the highest click-through rate. CTA’s like ‘Free’, ‘Apply’, ‘Try’, etc. really entice the audiences.
Text ads are small ‘pop-ups’ that appear on the top and the right of LinkedIn news feed. It only appears to desktop users.
Text ads can include a thumbnail image of 50 x 50 pixels. So don’t let the name fool you!
What should you consider while creating Text Ads?
Profile images work way better than vectors, text or even logos.
YouTube is currently one of the most actively used social platform there is! Marketers are strategically placing ads on YouTube, taking into consideration the right message at the right moment.
As Google owns YouTube, advertisers need to sign up for a Google AdWords account to create YouTube Ads.
- TrueView Ads
TrueView Ads play before, during and after any YouTube video. They also appear on Google’s Display Network, such as apps or games.
Users generally get the ‘Skip’ option after five seconds of the ad.
What should you consider while creating TrueView Ads?
Recommended video length is 30 seconds. A video with a compelling story with exceptional visuals can run longer. As users can skip the ad after 5 seconds, make sure to get your most important branding message in those 5 seconds.
- Non-Skippable YouTube Ads
Non-Skippable YouTube Ads are short, and they either appear at the start of the video or somewhere at the middle. These ads cannot be skipped, and last up to 20 seconds.
What should you consider while creating a Non-Skippable YouTube Ad?
The audio message should be captivating, as the users might not necessarily watch the ad.
- Bumper Ads
You cannot skip Bumper Ads, but they’re only 6 seconds long. They usually appear at the end of YouTube videos.
What should you consider while creating Bumper Ads?
Strong visuals with a subtle message and a call-to-action perform the best!
Looking Out for a Professional Guide?
At Big Mouth, we help you optimize your paid marketing efforts! Everything we do is from a business owner’s perspective, and we treat your business like our own.
Contact us today and kick-start your paid social media marketing efforts or have us analyze your current campaigns!