SOCIAL MEDIA ADVERTISING

Social media advertising is a digital marketing tactic where you pay for ads to target users on various social media platforms, like Facebook, LinkedIn, Twitter or Instagram. 

Why do this? 

With 2.8+ billion users on Facebook alone (a third of the planet) you can bet the audience on social media is massive — and so is the opportunity. If you’ve ever dreamed about expanding your reach and growing your business year in and year out, social media advertising is the way to do it. In fact, 64% of all online shoppers say videos they saw on social media influenced a purchasing decision.

So how does it work? Social networks let you tap into their user information to serve highly targeted and relevant advertisements. You can serve ads to Facebook users with Facebook Advertising, inspire Instagrammers to buy with Instagram Advertising, or connect with professionals using LinkedIn Advertising. Regardless of the platform, social media marketing can deliver brilliant conversions and sales with a stunningly low cost per acquisition — provided you’ve got the right strategy in place. 

On top of different audiences, each social media marketing channel has its own advertising tools and features to help advertisers get the best from their ad budget. When you create Instagram ads or YouTube Ads that stand out, you can bet your ROI is going to go through the roof.

Paid social advertising metrics differ from the ones you'd get from an organic social media campaign. While organic social media marketing focuses on reach and engagement, paid social advertising metrics evaluate the ROI of your ads in terms of leads and sales.

Here at OMG, we focus on three main metrics for our paid social: cost per action, clickthrough rate, and ROAS (return on ad spend). Unlike other social media marketing firm companies, we place more focus on conversions, as we know how to get your target customers over the mark and get you the ROAS and attention your brand deserves. 

There are also other metrics like cost per view, impressions, and average bids but we choose to focus on the numbers that have the biggest impact on your bottom line.

Advertising on social is a must if you want to reach your target market in the place where they spend their time. Why is social media advertising an excellent tactic for a healthy ROI? Because billions of people use social media. Social media marketing stats for 2021 show there are 3.78 billion social media users globally – that’s almost half of the current world’s population. Facebook alone has a massive 2.8 billion active monthly users, and Instagram boasts a super-engaged 2+ billion active users.

With a targeted strategy, you can grow your sales, nurture loyal customers, build brand awareness, and target new and returning customers for even more conversions.

One of the most impressive things about social media marketing is that there is almost no limit to your ability to scale. If you want to reach 100,000 people in one day, social advertising makes it happen. No need to wait for them to search your targeted keywords, like with paid search. And no need for them to find your content in the first place. Social media advertising is immediate – you can start generating clicks and conversions from day one.

This is a big selling point for eCommerce sites and small businesses that don’t have the ad spend of larger enterprises. Social media ads let you immediately and consistently reach new customers. Research shows that social networks are the most significant source of inspiration for B2C purchases – 37% of consumers find purchase inspiration through social media (PwC 2018).

That’s the thing about social media ads – they let you target hyper-specific audiences. Think about all the information people divulge to Facebook and Instagram. That’s information advertisers can use to reach potential customers who are likely to want the products and services they offer. Facebook even has a powerful Custom Audiences feature which lets you target specific ads based on customer lists, website visitors, app users, and lookalikes.

But really, the proof is in the outcomes. Take, for example, Edible Beauty who got a 417% return on paid social media advertising or Beme, who grew website revenue by 67% with the help of social, targeted PPC campaigns like Google Ads, and SEO. Want to see more success stories from social media marketing? Check out our case studies.

Social media marketing agencies are a dime a dozen, but that doesn’t mean you should pick any old social media marketing agency to help you with your social media marketing strategy. If you really want to see tangible results with targeted PPC marketing campaigns, you need to work with a social media marketing company that knows how to maximise your ROI and reach your target audience.

Start by looking for a digital marketing agency that will give you a unique social media management plan tailored to YOUR needs and goals, leveraging both organic and paid marketing efforts. There are countless opportunities for businesses to reach out to their audience through social media marketing – a one-size-fits-all approach will not cut it. For example, while 97% of social advertisers choose Facebook as their most used and most useful social media management platform, the vast majority are in browsing mode. Similarly, if you’re running a B2B business, LinkedIn Ads should form a key part of your marketing strategy. 

So, any social media agency you consider working with should take time to get to know you, your goals, your target audience and your broader digital marketing strategies BEFORE they commit to a plan.

Just as important, the best social media marketing companies will be able to tell you how they will measure results. There shouldn’t be any guesswork. Measuring your results and using actual data is the only way to get a sustainable ROI. Be wary of any agency that doesn't talk about real, measurable metrics, like conversions and sales. You should never be questioning what's going on with your social media management and what value your ads are bringing – an honest, results-driven social media agency will make sure of that.

Want to work with a social media marketing agency that knows how to get the best return for your advertising investment? OMG has got it covered. We always start by understanding your business objectives. This not only makes sure we have a big picture of where you want to be, but it also ensures we choose the right social network to advertise on, whether that’s Facebook advertising, Twitter advertising or a combination of several social media platforms. With so many advertising options on offer, it pays to get it right from the start. Then we can craft the right messages and target the audiences that are most likely to be interested in what you have to offer.

Our Gurus take the time to understand exactly who you’re trying to reach so we can take maximum advantage of the incredible targeting options on social media platforms. This ensures our social media agency will deliver the best bang for your advertising buck, time and time again.

We never set and forget with social media management either. One of the great advantages of social media campaigns is instant feedback. We can gauge the effectiveness of your social media marketing in moments and delve deep into analytics on ads manager to see where we can improve. Testing is one of our best strategies. We use A/B testing to see how one ad performs against another and whether one click-through rate is higher than another. This helps us refine your strategy to improve audience targeting and create the best LinkedIn, Instagram or Facebook ads for engagement and conversions.

Ready to talk about your social media marketing strategy? Talk to our digital marketing Gurus today.