You will probably agree that planning too much budget on social media advertising does not mean that there will be too many sales. Platforms like Google and Facebook expect to generate revenue while create value its audience. Considering fast-changing algorithms of social network, and every-day-new-functions show us that it is currently impossible to operate organically (without paid advertising). Because the main part of their revenue comes from paid advertising.
However, the development of social media activities of companies makes social advertising more competitive compared to previous years. The greater the number of advertisers, the greater the competition and the higher the cost of advertising.
Any advertising that is failed to caught people’s attention, simply leads to a waste of money. We need to analyze past ads and find out where and what we did wrong.
How we can increase the effectiveness of social media advertising?
1. Targeting
If we do not choose the right people for our target audience in advertising, it means that the ad failed in the beginning. Marketers should observe people who are interested in the product or service, and create a sample persona profile. You can then target a person based on their demographics, behaviors, and interests.
2. Relevance
When you choose the right target audience, the ads reach the people who are showing interest to your product or service, and it leads to higher engagement rate. As the Engagement rate increases, the Relevancy score increases, which creates more impression. As a result, ads will be more quality.
3. Retargeting
You can create retargeting or Lookalike audience campaigns using Custom audience lists to make your budget more efficient. Instead of publishing ads for users who don’t know your company at all, you are already in front of people who are already interested in or know your product or service. Of course, people who know you already are more likely to react and convert than those who have no idea about you.
4. Budget Optimization
By learning the advertising algorithm of social networks, you can effectively spend your advertising budget. It is necessary to set the optimal daily budget while competing others. If you design, text, ad format, etc. If the design, text, advertising format, etc. are all relevant with the target audience, but the budget is too low, the ad will not reach its goal.
5. Specific Targeting (narrow audience)
When it comes to selling different range on the website, it isn’t the right move having same target for everyone. Create the most relevant and specific target audience for each ad for more conversion. Instead of targeting several different target audiences, it is better to focus on just one goal for each ad.
6. Less Ads with the Same Target Audience
Since ads on social networks are publishing by auction system, the effectiveness of advertisement decreases if more advertisements are published with the same target audience. Because, in this case, the ads compete with each other by entering the same auction.
7. Short and Direct Messages
Complicated designs, long texts will fail to attract the attention of the audience. We should try to deliver the message as short, clear and fast as possible, while focusing on giving only 1 message per ad. Because today, people are more impatient and face hundreds of advertisements every day.
8. CTA (Call to Action)
The target user should know what the next step is after seeing the ad. He doesn’t know what to do if we don’t direct him to desirable action. And he will just skip the ad. So, don’t forget to place a CTA (call-to-action) in your ads. CTA can be in many forms. The user can be redirected to a website, page, whatsapp, message section, form or contact number.
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