6 Tips for Social Media Advertising By BPS Digital Media | Thursday, March 30, 2017

As with any ad format, the effectiveness of social media advertising falls on using the medium correctly. In the case of social media, it means knowing your audience and engaging them with an idea or a conversation. In general, people are more receptive to social media ads that provide value to them. Plus, they look for ads that are highly visual, emotional and shareable.

Here are some tips to make the most out of your social media ads:

1. Design your ads with smartphones in mind

Twitter users spend 86 percent of their time on the service on mobile. Facebook users aren’t far behind at 68 percent. Most of social media is consumed on mobile devices. This means most ads are being viewed on mobile devices. Make sure your messages are optimized for viewing on small mobile screens.

2. Use free social media to beta-test your paid social ads

Odds are you’re sending out multiple messages every day to your different accounts. Some of those messages will likely resonate with your followers; others won’t. Track which ones are being clicked, shared and commented on. These high-performing messages make the best candidates for native social ads. Facebook and Instagram, for example, will let you know when one of your posts is performing better than others.

3. Understand how ads are sold

Different networks sell their ads in different ways. While twitter focuses on engagement, LinkedIn and Facebook focus on impressions. Use this knowledge to design your ads strategically; the goal is to drive genuine prospects to your site, not merely to attract views. Change the ad options to track the change you want.

4. Rotate, rotate, rotate

In today’s fast-paced world, ad fatigue is very much common. Regularly rotate your ads to avoid penalizations or lower clicks. Rotate your ads every three to five days to keep your content fresh and engaging.

5. Target

Probably the best asset social media advertising can offer is effective targeting. Take advantage of this very useful targeting for more efficiency in advertising. It also gives you the opportunity to retarget your audience, so you can explore with different spectators and grow your market.

6. A/B test your social ads

With social ads, you can have instant feedback. You can argue the effectiveness of a post in minutes, and follow up with advanced analytics reports. Thanks to the vast data available, you can easily send out several “test” ads to small audiences, tracking the results, and then push the winning ads to larger groups. This makes ad testing less expensive and more effective.

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