Social Media Advertising
The average adult in the UK spends 102 minutes each day looking at social media. It has not only changed the way we communicate, but the way we view and create content, the way we learn new information and the way we shop.
A whopping 74% of consumers say that they rely on social media to help with their shopping decisions. In terms of online advertising for eCommerce businesses, social media targeted advertising is more or less impossible to ignore. 71% of consumers are more likely to make purchases based on social media referrals – stats like these can’t be much more conclusive.
However, social media advertising is not just for eCommerce. eLearning and FinTech businesses can also greatly benefit from what social media advertising has to offer. LinkedIn, of course, is a great tool for B2B businesses, but Facebook and Instagram can also be used to generate interest and inform a wide, yet targeted, audience about your offering.
Having been a social media marketing agency for some time now, we are well placed to guide you through utilising social media to your advantage. Any social media ad agency can give you a simplified approach and basic guidelines to follow, which may get you some traction, but can lead to you going over budget with little return. Our approach is more collaborative. We aim to learn everything about your business, your goals and your industry before taking you through a detailed strategy.
Once you’re happy, leave it to us. We handle all implementation, tweak as we go for optimisation and provide regular reporting.
With over 2.7 billion active users, and groups and pages for every topic you can possibly think of, Facebook Ads are a great way to ensure you get in front of the right people. What makes Facebook Ads such a desirable tool is the level of precision it provides in terms of audience targeting.
As a Facebook Ad agency we work with you to establish clear customer profiles and then use Facebook Ads to promote your business directly to those people. But what does it look like in practice?
Let’s imagine you’re a B2C business that sells rollerblades. You’ve identified the characteristics of your target demographic and you have an ad ready to go. But perhaps your Facebook audience is in the millions, how does your ad get displayed over all the other companies wanting to reach those consumers?
It’s not all about how much you’re willing to spend, it’s a combination of your ad, your targeting, your strategy, your budget and other factors. It can sound complicated, but this is why we’re here. Using our years of experience, we make sure your ads get both seen and clicked on.
For B2B businesses?
Facebook messenger ads can be very effective in lead generation – allowing your target audience to chat to you directly and ask any questions they might have. Facebook Ads can also be used effectively to generate a buzz about a certain product or drive people to your site – perfect for online courses that might have a specific audience but a low search intent.
Whilst Facebook is still the most used social media platform, Instagram has been gaining ground steadily over recent years and is particularly popular with the younger demographic. With a slick shopping feature and an immersive advertising experience (with ads embedded between user stories), Instagram Ads can be a very efficient way to advertise your B2C product.
As with Facebook, LinkedIn Ads can be used in both B2B and B2C contexts, however LinkedIn Ads are more commonly used by B2B companies. The platform is, after all, built for networking.
However, it really depends on what your business is offering. If you are an eLearning company which offers Project Management training courses to project managers, you can select your ads to be displayed in front of project managers specifically. Not only this, you can filter your audience by industry, company size, job seniority, interests and more.
Once again, in order for your ads to be shown, and clicked on, in a competitive space, you need to have an effective strategy. We have been using LinkedIn for many years with clients in different industries across different continents. We know what works and what doesn’t.
Terms You May Have Heard
We try to avoid jargon as much as possible, but thought it might be useful to define some of terms you might have heard, so you’re all clued up.
PPC: Pay per click. This describes advertising formats where you, as the business, only pay if someone clicks on your ad. This applies to Google Search Ads and certain social media ads.
Keywords: Keywords describe the main words and phrases people use when searching for your product or service. You’re going to want to ensure you use some of these on your website and in your advertising.
CPA: Cost per acquisition. The exact amount it costs for you to get a new customer. This is calculated by dividing your marketing/advertising spend by your number of new customers over a certain time period.
CPC: Cost per click. Just as it sounds. The amount it costs you every time a potential customer clicks on one of your Google Ads.
ROAS: Return on ad spend. The amount of revenue your business makes for every pound you spend on advertising.
A/B Testing: This is where you test 2 (or more) pieces of content (ads or organic content) against each other to see which performs best.