{"id":4952,"date":"2016-01-21T17:28:32","date_gmt":"2016-01-21T17:28:32","guid":{"rendered":"http:\/\/tellyourstoryinc.com\/?p=3351"},"modified":"2016-07-22T13:26:42","modified_gmt":"2016-07-22T13:26:42","slug":"social-media-advertising-101-how-to-get-started","status":"publish","type":"post","link":"https:\/\/pairdesignchicago.com\/tellyourstory\/social-media-advertising-101-how-to-get-started\/","title":{"rendered":"Social Media Advertising 101: How to Get Started"},"content":{"rendered":"

\"finger-1002577_640\"Social news feeds have become a highly competitive space over the last few years, as platforms such as Facebook, Twitter, LinkedIn, and most recently, Instagram, have opened their self-service advertising models to all businesses. In order to get the maximum results and ROI desired from their content, brands and organizations are finding they have to \u201cpay-to-play\u201d in the social media game. Achieving stellar results organically is more difficult than ever as competition for eyeballs continues to increase, and various marketing research supports the notion that organic reach will be next to zero in the next few years.<\/p>\n

 <\/p>\n

Social media advertising, when planned, executed, optimized and measured correctly, is an effective way to:
\n\u2022 Increase brand awareness
\n\u2022 Extend content reach and help ensure content is served in the right place, at the right time
\n\u2022 Promote thought leadership
\n\u2022 Create engagement and dialogue among influencers and audiences
\n\u2022 Drive targeted website traffic
\n\u2022 Enhance SEO and build quality back links to your website
\n\u2022 Increase leads\/sales<\/p>\n

 <\/p>\n

Although each social platform is a bit different, social advertising begins with choosing the appropriate objective for your campaign (audience growth, website traffic, engagement, etc.) and building other components like copy and creative around it. The self-service functionality of most major social platforms makes it fairly painless for any marketer to navigate setup. Here\u2019s an overview of the different ad options available on Facebook, Twitter and LinkedIn, and some of the pros and cons for each.<\/p>\n

 <\/p>\n

Facebook<\/strong><\/p>\n

Ad Types include:
\n\u2022 Promoted Page\u2014increase followers
\n\u2022 Boost Posts\u2014increase reach and engagement of Page content
\n\u2022 Website Ads\u2014increase traffic to website or landing page
\n\u2022 Retargeting\u2014reach users who have already visited your website or landing page
\n\u2022 Other objectives include Events\/App Installs\/Offers
\n\u2022 Carousel Ads\u2014website ads that allow users to showcase multiple images and links in a single ad set<\/p>\n

\"EnlivantFB\"<\/a>\u00a0\"OneNorthFB\"<\/a><\/p>\n

\"ACHNFB\"<\/a>\"CWFB\"<\/a><\/p>\n

Pros:<\/p>\n

\u2022 Cost effective\u2014Facebook traditionally has a very low CPC, depending on audience reach desired and other targeting factors
\n\u2022 Advanced targeting\u2014demographics like gender, age, location, job titles, interests, income level, shopping habits, etc.
\n\u2022 Custom audiences\u2014brands can use internal data to target and remarket on Facebook
\n\u2022 Robust analytics for tracking results\u2014easy to continuously edit\/optimize\/measure ads
\n\u2022 Facebook\u2019s self-service ad platform can be used to place ads on Instagram using the same formatting (copy, images, calls-to-action)<\/p>\n

 <\/p>\n

Cons:
\n\u2022 Stringent ad guidelines for brands to maintain quality and integrity of the News Feed
\n\u2022 Difficult to track quality of followers\u2014abundance of \u201cfake clickers\u201d<\/p>\n

 <\/p>\n

\"fbaudience1\"<\/a>\u00a0 \u00a0 \u00a0\u00a0\"fbaudience2\"<\/a><\/p>\n

\"fbobjectives\"<\/a>\"fbaudience3\"<\/a><\/p>\n

Twitter<\/strong><\/p>\n

Ad Types include:<\/p>\n

\u2022 Promoted Account\u2014increase followers
\n\u2022 Promoted Tweets\u2014similar to Facebook\u2019s boosted post to increase reach and engagement of tweets
\n\u2022 Website Clicks\u2014drive traffic to a website or landing page
\n\u2022 Twitter Cards\u2014allows attachment of rich photos, videos and media to Tweets that drive traffic to your website, or other desired actions.
\n\u2022 Conversational Ads\u2014ads include a call-to-action button with customizable hashtags to prompt audience engagement<\/p>\n

 <\/p>\n

\"OneNorthTW\"\"ACHNTWcard\"\"EnlivantTW\"<\/a><\/p>\n

Pros:<\/p>\n

\u2022 Advanced targeting\u2014Twitter continues to roll out enhanced targeting capabilities. Target by general demographics like age and location, plus keywords, user handles, interests, and more.
\n\u2022 Twitter Cards provides a unique ad format that allows marketers more control over how their promoted content is displayed and shared.
\n\u2022 Robust analytics for tracking results\u2014easy to continuously edit\/optimize\/measure ads<\/p>\n

 <\/p>\n

Cons:<\/p>\n

\u2022 Spam followers can be hard to avoid
\n\u2022 While still a cost-effective option for social and digital advertisers, CPCs are generally higher than on Facebook.<\/p>\n

 <\/p>\n

\"TWanalytics\"\"TWcompose\"<\/p>\n

LinkedIn<\/strong><\/p>\n

Ad Types include:
\n\u2022 Sponsored Updates\u2014increase reach and engagement of Page content
\n\u2022 Direct Sponsored Updates\u2014similar to a Sponsored Update but only shown to target audience within the ad set rather than as a public post on Company Page
\n\u2022 Text\/Display Ads\u2014promote product or service by driving traffic to LinkedIn Company Page, website or landing page
\n\u2022 Recruitment Ads (not available through self-service model)<\/p>\n

 <\/p>\n

\"OneNorthLI\"<\/a><\/p>\n

\"LItargeting\"<\/a><\/p>\n

Pros:<\/p>\n

\u2022 Advanced targeting allows you to get very granular with your audience and message with criteria such as job titles\/functions, company names, industry, skills, groups, etc.
\n\u2022 Assurance your audience is valid\u2014minimal fake accounts\/spammers
\n\u2022 Robust analytics for tracking results\u2014ability to continuously measure\/optimize\/improve ads<\/p>\n

 <\/p>\n

Cons:
\n\u2022 Highly competitive bids leads to a very expensive ad buy
\n\u2022 Limited geo-targeting capabilities\u2014only able to target major markets<\/p>\n

 <\/p>\n

Although countless marketers and organizations have unlocked the power of social media advertising and see concrete results that impact the bottom line, it\u2019s still a largely uncharted territory for many companies. As marketers continue to embrace content marketing, we anticipate social advertising to become a fundamental tactic as part of any strong\/effective content marketing plan. Don\u2019t have one of those either? Check out our guest post for client and partner One North Interactive on 10 tips to get started<\/a>.<\/p>\n

 <\/p>\n

If you have questions on how social paid ads can integrate with your existing content marketing strategy, don’t hesitate to contact me directly at nbenzer@tellyourstoryinc.com.<\/p>\n","protected":false},"excerpt":{"rendered":"

Social news feeds have become a highly competitive space over the last few years, as platforms such as Facebook, Twitter, LinkedIn, and most recently, Instagram, have opened their self-service advertising models to all businesses. In order to get the maximum results and ROI desired from…<\/p>\n","protected":false},"author":47,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[148,149],"tags":[383,384,385,386,238,270,137,126,128,130,131],"class_list":["post-4952","post","type-post","status-publish","format-standard","hentry","category-blog","category-marketing-news","tag-analytics","tag-audience-insights","tag-linkedin","tag-social-advertising","tag-facebook","tag-twitter","tag-marketing","tag-content-marketing","tag-integrated-marketing-communications","tag-social-media","tag-social-media-advertising"],"_links":{"self":[{"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/posts\/4952","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/users\/47"}],"replies":[{"embeddable":true,"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/comments?post=4952"}],"version-history":[{"count":2,"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/posts\/4952\/revisions"}],"predecessor-version":[{"id":5359,"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/posts\/4952\/revisions\/5359"}],"wp:attachment":[{"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/media?parent=4952"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/categories?post=4952"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/tags?post=4952"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}