Why should I run paid social media ads?
The purpose of organic social media is to build a community of loyal followers and customers through posting relevant content and interacting with those who interact with your brand. The benefit of organic social media is that it’s, well, free.
For most brands and businesses, organic reach is declining. Not to say that organic reach is no longer possible, it’s just not as effective as it used to be. There are no guarantees in terms of who sees your unpaid posts: while some of your content might score a ton of engagement, other posts might feel like they’re totally hidden.
In contrast, social ads essentially ensure that your posts are getting views. If you want more eyeballs on your business’ content without worrying about algorithms or restricted reach, ads can do the trick.
Watch this video Alyssa put together as a primer on how social media advertising works, breaking down step-by-step what you need for a winning campaign.
The who, what & how
You’ll need to tell your social media platform who your ad is going to target, figure out the goals of your social ads prior to running them, and put together an ideal budget for your campaign. The more specific you can get about your target audience, the easier it will be to determine your goals. From there you can choose whether your budget applies to each day, or over the entire lifetime of the campaign or ad set.
What is your ad going to say?
The next step of your social media advertising journey is to create the messages and graphics that drive engagement. Your messages should feel like they’re written by humans and not presented as sales messages. Most marketing messages can be boiled down to a single sentence or slogan, so they should be short and to-the-point.
You want your content to really stand out from the noise. So many other businesses (big and small) are competing in the same space for similar audiences. Targeting to a tailored audience will help narrow your focus. However, you’ll also need some killer content to really make a big impression and capture their attention.
Having a tool like GoDaddy Studio is an excellent way to keep the design process quick and uncomplicated. With tons of templates and beautiful designs for you to use, creating content with GoDaddy Studio can literally save hours out of your day.
Are you tracking your results?
Results are key to building and refining your social ad strategy. It shows you what’s working and what’s not which allows you to shift resources and tactics to be more effective.
Your ad campaigns need a clear objective so that the metrics have a meaning. This is what we call Key Performance Indicators or KPIs. If you’re not clear on what you want the outcome to be or how you’re going to measure results, it doesn’t matter how good the insights look. Whether you choose the Cost Per Click, Click-Through Rate, Cost Per Conversion, or Ad Impressions, these performance metrics will help define the success of your advertising campaigns.
If you’re not sure where to start or if you just want to make sure you are on the right path with social media advertising, GoDaddy Social can help.