The importance of Social Media Advertising Services

george.e.allen94October 13, 2022

196 9 minutes read

Internet advertising has incorporated new platforms and business opportunities for companies and brands. There are many advertising channels on the internet; according to recent studies, the most used by brands is AdWords. This Google tool is ideal for advertisers who want to get website traffic. Through these paid ads, your business can appear among the first results in search engines, next to organic search results.

The importance of advertising on social media lies in the fact that it has become a key medium; these are some data that corroborate it:

80% of marketers see social media as an important source for generating leads.
They allow an additional boost to your content to attract new visitors since you can offer the same valuable content as in your organic sources but increase the reach, which will help your inbound marketing strategies.

Advertising on social media is the new weapon of business promotion for the following reasons:

It allows for generating notoriety in the short term.
It helps you make yourself known and generate a bond with your followers, giving the customer confidence.
It has functions for advanced segmentation. (Micro-segmentation).
Helps to enhance business branding.
It offers more measurement capacity, which results in the improvement and optimization of costs.
Being a relatively new medium and more integrated into the organic formats of social platforms, it continues to be more tolerated by the audience, increasing retention and interaction with ads.

Social media advertising services planning and the use of various media should be considered (what we call the convergence of digital media) to achieve a greater scope of your actions, diversifying efforts in the different media your client can use. For example, suppose you cannot make a great technical and economical deployment. In that case, we advise you to focus on the social networks your target audience uses the most because it allows you a high level of segmentation and budget control.

In your planning, you must consider how the algorithms act that condition what users see on their timeline. For example, if you achieve greater reach and more participation, those users are more likely to see your organic publications as well, increasing the commitment of your website audience.

This type of promotion is more effective in the long run and creates a stronger bond with customers because it reaches a participating audience.

The main advantages of using social media ads are:

With little investment, a great impact on potential customers is possible. The cost per click is very low compared to other advertising formats.
Allows you to quickly increase visibility.
There are more means to segment and find your target audience since specific campaigns can be created depending on demographic and sociodemographic data, interests, behaviors, business experience, etc.
Social networks offer us greater flexibility in ad formats. It can be visual, written, video or simple text ads and most of them are displayed in the same spaces where users interact, so it is more integrated and accepted.
Greater follow-up through reports of how your advertising campaign is progressing or the visits it has received. This will help you evaluate results and get to know your most loyal followers to make configuration adjustments or improve future campaigns.
Integrated ad formats get more engagement from your target audience.

Social networks should be seen as entertainment and a way to further your business. Suppose you have not yet made room in your business planning for social networks. Get down to work. In that case, you will see how this way of advertising allows you to better analyze your target audience and your results, with better targeting and overall performance. Each one allows you different segmentation types, so it improves budget optimization by focusing on the audience and objectives that interest you the most.

Now that we know the advantages, we are going to briefly know the characteristics of advertising on the different platforms and where to promote our products and services:

Facebook ads

Facebook and Instagram share a platform for advertising management, and some formats are the same. However, the strategy can be very different since the audience can be different, and, above all, the conversation and relationship between users are very different; creativity must be adapted.

The ads that stand out the most are sponsored stories or relevant ads. Ads may link to websites, events, or apps. Advertisers can sponsor your activity that is most relevant to their business and ensure that they have an audience that sees it. The social network offers us various types of ads depending on the objectives we seek in our strategy and extensive options for targeting the audience.

Types of ads / Objective of the promotion:

Promoted Posts → Reach. Increase post visibility and web traffic and focus on conversions. “Advertising”
Disseminated publications → Scope. Increase post visibility among fans and focus on getting more post interaction and boosting posts published organically.
Clicks to the website: increase the traffic of visits to your website.
Website Conversions: Measurable promotion based on the conversion actions you set. You’ll need a conversion pixel for your website before you can create this ad.
Interaction with a post: to promote your posts.
Page Likes: Promote your Page and get fans to connect with more relevant people.
App Downloads: Increase the number of downloads of your app.
Interaction with the application: increase the interaction in your application.
Requests for offers: create offers so users can redeem them at your establishment.
Local broadcast: reach people who are close to your company.
Responses to events: increase the number of attendees to your event.
Product Catalog Sales: Automatically display products from your product catalog based on the target audience.
Brand Awareness: Reach people who are more likely to pay attention to your brand.
Lead Generation: Generate leads for your business.
Video views: Create ads that get more people to watch a video.

Budget and bids:

You can set a daily maximum and a campaign total.
Choose start and end dates.
You can vary the pace of the ad.
CPC bids on website → click that reached the website.
CPC bids → one click on the ad.
CPM bids → cost per thousand impressions.
Results in the first 24 hours are important. Start with a high initial budget and then adjust. Check the audience threshold and timing.
Set maximums for your bid. It will be displayed more times.

Some analysis metrics:

Results: number of website clicks, clicks or impressions based on your goal.
Cost: money spent per click on the website.
Reach several people reached by the ad.
Frequency: Average number of times each person has seen your ad.
Clicks: number of clicks on your ad.
Click-through rate (CTR): number of clicks on your ad compared to the number of times it was shown.
Spend for the day: The money spent on the ad during the current day.
Total Spent: The total money you’ve spent on the ad.
Average Price: Average cost per click or cost per thousand.

Be careful with the creativity of your ads. Remember that Facebook gives less diffusion to ads with more than 20% text in the image.

We provide the best services in this field, so if you want these services, you must visit a social media marketing firm.

Twitter ads

It has ad formats to generate notoriety, disseminate content and promote tweets. In addition, it allows advanced segmentation and usually has a good CTR, improving organic publications.

It stands out because it has a high segmentation: sociodemographic data, keywords in tweets and searches, hashtags, usernames, followers of accounts of interest, audiences or television programs, among others.

Ad Types/Objectives:

Promoted Tweets → to generate greater reach to increase post visibility and web traffic.
Promoted account → to get followers and increase your community/brand recognition.
App downloads or interactions → Promote APPs and increase app downloads.
Video Views → Promote video content to increase your views.

Budget and bids:

You can set a maximum daily and total campaign budget.
Choose the start and end dates of promotions.
Results in the first 24 hours are important. Start with a high initial budget and then adjust.
You bid by CPC if you care about interactions and traffic.
You bid by CPM if you are looking for brand exposure.
Set maximums for your bid. It will be displayed more times.

Some analysis metrics:

Spend The money that was spent on an ad.
Impressions: number of times the ad was seen.
Interactions with the tweet: number of clicks, retweets or favorites.
Interaction rate: the number of interactions of the tweet divided by the number of impressions.
Cost per interaction: the money spent on each interaction.

Instagram ads

When sharing a platform with Facebook, you must have a page on this social network to be able to make ads on Instagram.

Ads allow you to promote images to reach a larger audience; advertisers can place advertising between photos and photos of your friends,

According to various reports, based on reach metrics, ad recognition and brand awareness, instead of just focusing on likes, comments and number of followers gained, they are proving that advertising on Instagram effectively gains notoriety branded.

Ad Types / Objectives:

You can choose from three main types of ads on Instagram. Whether improving your brand awareness, getting more views on your website, or increasing your mobile app downloads, Instagram can help you tap into a huge and engaged audience.

Photo ads → To show stories or present products through attractive images.
Video ads → You can create video ads longer than 60 seconds, although only the first 30 seconds are the most important of a video on social networks. Try to hook your audience early on, and they’ll be more likely to want to watch the whole thing.
Carousel ads → multi-image ads with a call-to-action button linking to the promotion’s landing page.
Ads in Stories → will show full-screen ads between the stories you review on your timeline.

Budget and bids:

It has the same bidding system as Facebook; you can choose a pay-per-click, impressions and conversions model on the website.
You can assign a daily budget, and the algorithm takes care of showing your ad to control your expenses.
It allows you to configure the campaign by dates and assign a budget for the campaign; in this way, the platform adjusts the expense to the period.
You will be able to change campaign optimization and bid options manually.

Some analysis metrics:

Use the same as Facebook, but you must adapt this results evaluation data to your business objectives; therefore, the results depend on the objectives that you had assigned to the ad and based on the data offered of total amount spent and objective conversions, you can have a cost per result.

LinkedIn Ads

This platform is more limited in advertising formats, but it has a high segmentation concerning professional data from its user database. It is, therefore, a highly recommended option for companies of products and services for other businesses (B2B).

It helps to gain notoriety and dissemination of content and has segmentation by professional profiles.

Ad Types / Objectives:

Sponsored content → to increase your brand awareness, foster new professional relationships and capture potential clients.
InMail → Send highly targeted messages directly to the LinkedIn inboxes of the people your company cares about most.
Dynamic Ads → Interact with the professionals you care about the most with personalized, dynamically generated ads.
Display ads → promotion in banner format to reach the target audience.
Text Ads → promotion through short texts in prominent locations on LinkedIn.

Budget and bids:

Set a daily maximum and campaign total.
Choose start and end dates.
CPC bids → one click on the ad.
CPM bids → cost per thousand impressions.
Set maximums for your bid. It will be displayed more times.

Some analysis metrics:

Clicks: The number of clicks your Sponsored Update received.
Impressions: The number of times your ad was seen.
Click-through rate: the number of clicks divided by the number of impressions.
Interactions: The number of interactions achieved.
Average cost per click.
Total value: The total value of the impressions or clicks that the ad received.

General tips for all social networks:

Take care of the format, sizes and messages of the images; we recommend that you edit them with applications that will help you get well-optimized images, such as the Adobe Spark image editor.
Make the most of creativity and sizes.
Analyze the segmentation well.
Experience ad variants.
Track results.
Creating “Call to action” buttons are essential to help achieve the expected conversion.

Once you know the importance of advertising on social networks, you will be interested in expanding information with these other contents: