Tag Archives: social media ads

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Twitter
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Written by Sam Yadegar on Sep 23 , 2020

Let’s break down two popular social media ad types to determine which one might be right for your brand and goals. 

Here, you’ll find:

  • The difference between promoted posts and paid social ads
  • How these social media marketing ads operate
  • When to use each type of paid social ad
  • Which social ad might be right for your brand

Whether your customers like to tweet about social issues, spark conversations on Facebook, or post picturesque outdoorsy scenes on Instagram, having a business presence on the main social media platforms is a great way to connect with your target audience.

Social media is a huge part of consumers’ lives today. It’s where many of them get their news, stay connected to friends and family, and even research and buy products or services. 

Of course, you want your brand’s social media posts to be seen by as many people as possible. Even more importantly, you want your posts to be seen by the right people. 

Influencers might make it look easy, but mastering social media marketing is no easy feat. Many find it difficult to know the difference between terms that sound similar. Even once you have the jargon down, mapping out the right strategy can be a delicate task.

When you’re delving into paid social ads, you may come across two different options: creating ads and campaigns from scratch, and “boosting” or promoting existing organic posts. You can see these options on platforms like Facebook, Twitter, and Instagram. 

But what do they mean? What’s the difference? When should you use each? Knowledge is power, so let’s dive into paid social ad types and see what we can discover.

facebook boosted posts

Facebook’s explanation of boosted posts. (via facebook.com)

What are boosted posts?

A promoted or boosted post is a social media post that you pay the platform to make more visible. To boost a post is to promote it to a wider audience. On Twitter, these ads are called “promoted” tweets. Basically, you’re boosting the post’s reach so it can be seen by more people. Depending on the platform, you may be able to set any of the following variables:

  • Target audience: Decide which people you want your post to reach. You can target followers, people who have liked your page, or friends of followers. You can also segment by age, gender, location, interest, or create your own custom demographics.
  • Location of focus: Choose where in the world you want people to see it. If you have a promotion in a specific country, you can target that location and people who have listed it as their home country. If you target the right audience, you can potentially maximize your return on investment (ROI) and save precious marketing dollars.
  • Timeframe: How long should the post be promoted? Maybe you have a sale and you want to draw in as many people as possible. Once the sale is over, the post won’t be promoted anymore.
  • Budget: How much do you want to spend? The bigger the budget, the more people will see it (no surprise there). For example, a budget as little as $2 a day could help you reach as many as 872 people, while $15 could put your post in front of 6,834 people.  

The general idea behind boosted or promoted posts is that you can either grow the reach of a well-performing organic post, or create an ad from a post without creating a whole marketing campaign around it. 

hawk promoted social IG

The “Promote” option allows HawkSEM to get this Instagram post in front of a wider audience for a fee. (via Instagram)

What are paid social ads?

In general, paid social ads are any form of advertising or marketing on social media platforms that you pay to have shown to the target audience. This includes, but isn’t limited to:

  • Pay-per-click (PPC) ads
  • Influencer marketing partnerships
  • Social media display ads
  • In-feed ads

Depending on the content, paid social ads could have more of a call-to-action (CTA) message, and be part of a larger overall campaign. This could be anything from a general awareness campaign to a campaign around an event like a holiday sale or upcoming live webinar. 

The way these ads are displayed depends on the ad options you choose and the platform you’re advertising on. For example, Twitter ads can be on a user’s timeline or under the “What’s happening” tab to the right of the feed. And LinkedIn offers an ad type that will send a private message to users who fit a certain audience targeting profile. 

promoted social tweet

Here’s how promoted posts look on Twitter. (via twitter.com)

What’s the difference between promoted posts and paid social ads?

You may have noticed that, according to the above definition of paid social ads, promoted posts could technically fall under that umbrella. One of the main differences between the two is that paid ads were created as ads, whereas boosted posts were posted organically, for free (the boosting or promotion is where the budget comes into play). 

Some marketers feel like promoted posts are more natural and subliminal-looking than paid social ads. Another difference is the options. With paid social ads, you have quite a few additional options that allow for more advanced customization. Depending on the platform, these may include:

  • Where on the platform or related media the ad will be visible
  • The ability to optimize for more and/or broader goals for the action generated by the audience
  • More ad types, formatting options, additional graphics, and ad features
  • What time of day your ad is seen

When and why should you boost a post?

It’s important to know how to determine which organic posts are worth promoting. There are some specific goals that boosting a post is great at achieving. These include:

  • Growing brand recognition
  • Increasing post engagement
  • Fueling website traffic
  • Increasing the reach or engagement of an already high-performing post

As HubSpot explains, if you just want more eyes on a certain webpage, then promoted tweets might be a great option for you. For this option, they add, you pay a flat monthly fee for as long as you’re promoting a tweet.

All business accounts on the platforms with this feature should have access to a “boost post” or “promote” button next to the “publish” button or once their post is live. Keep in mind that the platform may take time to review your post first, so be careful with time-sensitive content. 

linkedin sidebar social ads

A look at the ads sidebar on LinkedIn’s homepage. (via linkedin.com)

When and why should you create paid social ads?

Paid social ads have several strengths of their own. They excel at accomplishing things like:

  • Generating leads
  • Increasing conversion rates
  • Growing event RSVPs or newsletter signups
  • Encouraging a specific action (like app downloads)

Paid social ads may be the way to go when you’re looking for more ROI-generating results in a shorter amount of time. To build up your audience or grow your followers, you may want the added options that come with actual paid social ads vs. promoted posts. 

How can you determine which is right for you?

It isn’t always a matter of picking just one method that fits your business. Since each approach is best at creating different outcomes, it makes sense to use both, but in separate circumstances. Your goal will be the main factor in determining which technique is ideal for you.

Good reasons to boost a post include:

  • Inform followers of updates and new features
  • Highlight new content
  • Increase views for brand awareness
  • Promote one-time events

Good reasons to launch paid social campaigns include:

  • Inform a new audience of your product or service
  • Drive sales by convincing leads to make a purchase  
  • Compel the specific behavior stated in your CTA
  • Significantly grow your audience
boosted paid social posts

While post boosting and paid social ads are similar in some ways, they also have key differences that allow them to specialize in different areas. (Image via Unsplash)

The takeaway

The ultimate aim of social media is to help people connect. And with so many consumers using these platforms, creating a thoughtful, strategic presence can be a game-changer for your business. 

Luckily, these platforms keep improving and simplifying their social media marketing tools to help you reach the most people and meet your  goals.

While promoted social and paid social media ads are similar in some ways, they also have key differences that allow them to specialize in different areas. Knowing how to use them to their fullest potential is crucial. 

The guidelines above should help you differentiate between which circumstances call for each so you can make the most of your social media marketing strategy and get the most ROI out of your marketing dollars.

For more paid social tips, check out our articles on best practices for ads for TwitterInstagram,  Facebook, Pinterest, and LinkedIn.

Sam Yadegar

Sam Yadegar

Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

Questions or comments? Join the conversation here!

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Twitter
LinkedIn
Written by Sam Yadegar on Sep 11 , 2020

Odds are, your B2B customers are on social media — here’s how to make paid social ads work for you.

Here, you’ll find:

  • How paid social media marketing can benefit B2B companies
  • Which social media channels are worth your attention
  • The latest marketing tactics to employ for B2B paid social media
  • A breakdown of best practices on various platforms

The hype around social media marketing (SMM) doesn’t stop at the B2C level. In fact, more than 80% of B2B marketers reportedly use social media, making it one of the key digital marketing tactics to have in your arsenal.

B2B paid social media advertising can be an excellent lead generation and conversion strategy. Its ability to reach the target audience and point it in the right direction is highly advanced — and often underestimated.

Why you should consider B2B paid social media marketing

While many B2B marketers know all the staggering social media user statistics, they tend to focus on other strategies first.

Somehow, social media platforms earned a reputation for being places where people come solely for entertainment. The other myth is that it takes forever to achieve any results with social media advertising.

In reality, organic social media posting does take a decent amount of time and effort to show results. And B2B companies may not have sufficient time, resources, and patience to achieve the desired outcome. That’s where social media ads come in.

Paid social media advertising can achieve faster and more substantial results than organic posting, which is exactly what B2B companies usually want. Today, 72% of B2B marketers who use paid channels online take advantage of paid social.

b2b paid social media

For B2B companies, LinkedIn is widely considered to be the useful social media channel. (Image via Rawpixel)

The top 4 paid social media advertising channels to consider

It’s a good idea to use as many channels as possible when you’re first experimenting with paid social. That way, you can see which posts and platforms resonate most with your audience. 

However, we also know there’s a limit to how much you can stretch a marketing budget. These are the main social media platforms your B2B brand can start exploring:

1. LinkedIn

For B2B companies, LinkedIn is widely considered to be the useful social media channel. LinkedIn ad options include sponsored posts, sponsored InMail, and pay-per-click text ads. 

The platform also offers a variety of extensive targeting tools for reaching your ideal audience.

2. YouTube

Today, YouTube is much more than a video-sharing social media channel. Believe it or not, it’s the No. 2 search engine after Google

This video platform’s popularity makes it a top contender when you’re considering paid social. YouTube boasts a variety of paid advertising options, including display ads and bumper ads. You can promote both your videos and products through ads.  

3. Twitter

Twitter can be a highly productive social media channel when it comes to B2B marketing. Not only does it have hundreds of millions of users, but it’s also the second most-used platform for content marketing purposes after LinkedIn.

Twitter is also an excellent place for real-time interacting with clients and educating them about your products. The platform provides numerous opportunities for paid promotion of your tweets and accounts, and strategically leveraging hashtags can increase your exposure that much more. 

4. Facebook

While having immense outreach, Facebook has made it so that it’s nearly impossible to get significant traction from organic posts. Unsurprisingly, Facebook offers paid ad options, most of which are relatively cost-efficient. You can set a specific budget for running ads and promoting certain posts.

Even though this platform doesn’t have as many laser-focused targeting capabilities as LinkedIn, the 2.7 billion active monthly users make it a channel that’s certainly worth considering. 

b2b paid social media

Facebook determines how relevant your ads are to the audience you’re trying to reach. (Image via Unsplash)

Paid social media advertising tactics for B2B marketing

Best practices for B2B paid social media advertising change regularly. As these platforms add new functionalities, it’s vital to incorporate them into your strategy in a timely manner so you can stay relevant and competitive. Here are some ways to do just that.

1. Target group members on LinkedIn

To generate the highest quality leads, pay special attention to LinkedIn Groups when selecting targeting options. The platform describes their groups as “a place for professionals in the same industry or with similar interests to share their insights and experiences, ask for guidance, and build valuable connections.”

People are likely to join the group only if they are explicitly interested in the topic, ao you can advertise to group members while being fairly certain you’re reaching the right audience. To find relevant groups, simply type the keywords into LinkedIn’s “what group you want to target” section.

Pro tip: When targeting on LinkedIn, don’t forget to exclude competitors.

2. Explore promoting posts over text ads

When it comes to paid social media marketing, most platforms tend to give more attention to promoting posts, accounts, and channels over text ads. Promoted posts usually stand out better and fit organically into the users’ feed as well.

If you’re on a tight budget, leave the text for PPC ads. If not, you can use both text ads and post, channel, or account promotion on social media. Of course, that means you have to make sure your social media content is high-quality, which is also beneficial for your organic SMM efforts.

3. Use Facebook’s Ad Relevance Diagnostics tool

Facebook determines how relevant your ads are to the audience you’re trying to reach. The more relevant the ad is, the less it costs, and the higher chance it has of showing up in the right place at the right time.

Use the Ad Relevance Diagnostics tool to find out how well you’re doing when it comes to relevancy. While relevance isn’t necessarily the key indicator of an ad’s performance, it can help you increase the overall ROI of your campaign.

Need more help with your paid social strategy? Let’s talk. 

4. Leverage lead gen forms on Facebook and LinkedIn

Lead form ads are designed to collect information from the target audience, offer deals or promotions, and manage inquiries from potential customers.

By properly designing a lead form ad, you can collect valuable data not just from your current audience, but from lookalike audiences as well.

Pro tip: When uploading your CRM data to Facebook to find your clients on the platform and create lookalike audiences, don’t be taken aback by a low list match rate. Matching emails to accounts can be tough, since people usually use personal emails to sign up for social media.

5. Use website demographics on LinkedIn

It’s no secret that paid advertising on LinkedIn is more expensive than on other platforms. To cut costs, you need to focus on analytics. Luckily, LinkedIn allows you to monitor who is interacting with your ads.

With Website Demographics, you can check job titles, employers or companies, and industries of ad viewers to adjust your paid marketing campaign accordingly.

The takeaway

Paid social media advertising can be a highly useful B2B marketing tool. The ability to reach a wide audience coupled with an impressive variety of targeting options can help you improve advertising efforts substantially.

Once you’ve seen success on a platform or two, you can put more effort into those social media marketing ads and conduct tests to help you optimize accordingly.

Sam Yadegar

Sam Yadegar

Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

Questions or comments? Join the conversation here!

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Facebook
Twitter
LinkedIn
Written by Sam Yadegar on Jun 19 , 2020

By creating Twitter ads that fit seamlessly into your target audience’s timelines, you can garner attention, improve traffic, and more. 

Here, you’ll find:

  • Why you should consider Twitter Ads
  • The types of Twitter advertising
  • Examples of Twitter Ads
  • Ways to optimize your ads

Twitter began as (and, arguably, still is) a social media platform to connect virtually with others, share thoughts, and have conversations. These days, it’s also where many people learn breaking news, make jokes, post memes, and fire off random thoughts. 

It’s also a great platform for social media marketing ads.  

If you’re running Facebook and Instagram ads, you may feel like you’re set when it comes to paid social. But if you haven’t even thought about adding Twitter ads into the mix, you may be missing out. 

In fact, Twitter user numbers — and its engagement rates — are growing. Whether you’re already aboard the Twitter Ads campaign train or just want to know more, let’s dive into the info you need to succeed on Twitter in 2020.

Why Twitter Ads deserve your attention

The popularity of Twitter can’t be understated. The platform reportedly has 166 million monetizable daily active users across the globe. When these users are scrolling, some of the tweets in their timelines may be sponsored ads or promoted content. 

Your target audience may very well be active on the Twitter platform. The largest Twitter age demographic (19%) is men between 25 and 34 years of age. The second-largest is 18-24 year-old women. However, Twitter users are hardly all young — more than 15% of them are 50 and up.

hawksem: twitter ads blog

When your Twitter Ads campaign parameters are standard, the platform evens out your spend rate throughout the day. (Image via Unsplash)

A few key benefits of Twitter Ads are that they’re:

  • Precise: the most effective ones are short and to the point
  • Unobtrusive: they blend into the news feed organically without jarring the reader
  • Cost-efficient: they allow you to build your campaign in a budget-friendly manner
  • Tailored: it’s possible to tailor these ads precisely to target different audiences
  • Versatile: you can create an efficient retargeting campaign in just a few clicks

One of the best parts about Twitter Ads is that there’s no minimal campaign spend, so they can be suited to virtually any budget.

Types of Twitter Ads

Twitter determines which audience your content is most suitable for. After that, the ads compete in an auction based on your budget. The more money you’re willing to pay and the more relevant your ads are, the more likely they are to appear in the right place at the right time.

Even though Twitter Ads may be a straightforward paid social media marketing tactic, the platform gives you multiple ad options for promoting your account and content:

  • Tweets: you can pay to get your tweets in the target audience’s timeline, user profiles, and in top search results
  • Accounts: get your account placed in your potential audience’s timeline, in search results, and in “Who to Follow” suggestions
  • Trends: you can have your tweet promoted in trending topics and in the “Trends for you” section, where they’re visible for 24 hours
  • Automated promote mode: paying a flat fee ($99) to automatically promote your first ten tweets of the day to your chosen target audience

The latest Twitter Ads tips

Constructing a versatile Twitter Ads campaign can take time and practice. These are the latest tips to help your ads succeed in 2020.

hawksem: twitter blog

An example of the the Promoted Trend Spotlight in the #Explore tab

1. Explore the Promoted Trend Spotlight

In January of this year, Twitter introduced a new feature called Promoted Trend Spotlight. It complements the Promoted Trend advertising option on the platform.

The feature allows you to place your ad at the very top of the “Explore” tab (for the first two visits per person per day), improving its visibility substantially. The option supports static messages as well as 6-second GIFs and videos.

The downside of this impressive ad solution is its price. While Twitter hasn’t disclosed the actual cost of these ads, but Social Media Today says they’re likely on the same level as Promoted Trends, which can cost from $250,000 per day, according to reports.

2. Take advantage of accelerated delivery

When your Twitter Ads campaign parameters are standard, the platform evens out your spend rate throughout the day. So, if your daily campaign budget is $100, it’ll be distributed more or less evenly within 24 hours (approximately $4 per hour).

To speed up your campaign and achieve faster results, you can turn the standard delivery option off. When you do that, Twitter will start serving impressions and generating engagement as fast as possible until the daily budget is up. This is a perfect option for time-sensitive advertising campaigns that need to achieve high engagement during a certain timeframe.

3. Rethink your Twitter cards

Twitter cards appeared back when the character limit was 140 and companies were desperately wishing for more ad space. Since tweets with images get a 55% increase in leads, these cards are still trending.

When you post a link, Twitter will automatically pull the featured image from the page you’ve linked to and include that image in your visual tweet, also known as your Twitter card. If there’s no established image, the card may be blank.

hawksem blog: twitter ads

An example of an in-feed promoted tweet with a Twitter card.

If you want to make a bigger impression with the cards:

  • Use summary cards with larger images to take advantage of higher-quality pictures (Twitter supports 560×750 pixels)
  • Take advantage of twitter:site and twitter:creator to pack two user names in one card for a more efficient promotional effort.
  • Use up all 200 characters to give value to the card. And the Title tag is a separate piece of text, so don’t double up.

Pro tip: Don’t forget to take advantage of the multi-image card option if it’ll improve your ad. This lets you post up to four images in one tweet which expand when the user clicks on them.

4. Experiment with videos

Video content continues to gain momentum on Twitter and beyond. Take full advantage of this media to make your ads more appealing by creating a Promoted Video campaign. These campaigns allow you to display your video in-feed and improve your engagement.

Here are the details for creating Twitter video ads:

  • Maximum video size: 1GB
  • Tweet copy: 280 characters (each link costs you 23 characters, so when you include one link, you’ll have 257 characters left)
  • Video length: the maximum is 2 minutes and 20 seconds (but the sweet spot seems to be around 15 seconds)

5. Capitalize on retargeting

Retargeting features (also called remarketing) are what help Twitter Ads stand out from other paid social media advertising options. You can retarget your audience on Twitter by setting the campaign to retarget people who have seen your ads or engaged with them, visited your website, or used your app.

One of the highly sophisticated retargeting features offered by Twitter is email retargeting. Email addresses from a company’s CRM are matched with email addresses registered to a Twitter account. (Since email addresses are anonymized, this is not a breach of privacy.) Meanwhile, you can advertise to the target audience without knowing their Twitter IDs.

hawksem: twitter ads article

An example of a promoted accounts under the “Who to Follow” section

6. Experiment, test, rotate

Twitter Ads, like all digital marketing campaigns, require regular A/B testing to perform at their best. With Twitter, you can run a variety of ads, then analyze how well they work for your target audience and the platform after a significant period of time.

Experiment with elements like colors, imagery, and text to see what provides top results. Designing several ads doesn’t just give you an opportunity to optimize your campaign, but it also helps keep the attention of the target audience. Running the same ads over and over again can annoy your potential and existing customers, so it’s a good idea to rotate your most successful pieces.

The takeaway

Twitter Ads can be a successful paid social avenue for a variety of brands and industries. These ad types give you an avenue for reaching your target audience in a seamless, creative manner. 

Plus, with ever-changing social media trends, this is also an opportunity for you to have fun and create eye-catching, witty ads that garner double-takes. By keeping an eye on the latest developments, trends, and offerings, you can continue improving your Twitter campaigns and improving ROI as a result.

Want to learn more about running a successful Twitter Ads campaign? Let us know.

 

Sam Yadegar

Sam Yadegar

Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

Questions or comments? Join the conversation here!

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Written by Caroline Cox on Jan 21 , 2020

Do you feel like no one gets you the way your targeted Instagram ads do? You’re not alone.

Here, you’ll find:

  • The benefits of leveraging paid social
  • How to determine which platform is right for your brand
  • Missteps to avoid when creating paid social campaigns
  • Ways to make your paid social content stand out

When it comes to digital marketing, few areas are as adaptable and ever-changing as paid social. Particularly for younger audiences, this avenue can bring brands big success by seamlessly fitting into the feeds people are already scrolling day in and day out. 

Whether your audience prefers the professionalism of LinkedIn or the colorful features on Instagram, you can take your paid social campaigns to the next level in 2020 with these tactical tips and tricks. 

HawkSEM: 7 Tips for Successful Paid Social in 2020

Make sure you’ve got your tracking pixels properly set up and firing, and the right codes embedded in the right places. (Image via Unsplash)

1. Ensure you’re tracking everything properly

Setting up proper tracking is one of the most important steps you can take when creating paid social campaigns (or any marketing campaigns, really). Having proper tracking in place from the beginning ensures that you’ll have all the metrics at your disposal to analyze, report on, and use to improve your current strategies.

For starters, you want to make sure you’ve got your tracking pixels properly set up and firing, and the right codes embedded in the right places. From there, make sure to test your tracking so you know all is operating as it should. 

When you’re setting up tracking, you also want to determine the most valuable metrics for each campaign. Decide which data will be most valuable for your goals, whether that’s lead gen, brand awareness, conversions, or something else.

2. Have a plan for consistent testing

Sure, you know testing is a key part of creating the most effective campaigns. But having a plan in place for how often you’ll perform testing can keep this task from falling to the bottom of that ever-growing to-do list.

You never want to be satisfied with your current results — they could always be better! You may be able to find new copy, new imagery, or even a slightly different price point that could improve your campaign performance and get you a higher ROI.

Add a recurring note in your calendar or project management app to revisit your paid social metrics and see where you can make tweaks or improvements.

Pro tip: It can be tempting to simply eliminate a failed paid social idea. But before you start over from scratch, see if there’s a way to tweak the campaign or ad first, like swapping out the image or call to action (CTA). A small fix may be the key to turning a mediocre campaign into a successful one.

3. Don’t let personal bias get in your way

I know what you’re thinking: biased? Me? Never! But hear me out. It’s easy to fall into the trap of being so familiar with your product or service that you don’t take into account that those seeing your paid social campaign might not be. When you use too much jargon or assume users have a certain level of knowledge, you risk alienating them.

Alternatively, your target audience can surprise you. You may think a certain offering or product will appeal most to them, but that may not actually be the case. While you’re testing and iterating, keep an open mind. Let data drive your decision-making, not your personal opinion.

HawkSEM: 7 Tips for Successful Paid Social in 2020

For the best results, you want to use the platform where the majority of your customers are. (Image via Unsplash)

4. Consider your target audience when choosing platforms

Ads can appear on multiple platforms, from Twitter, Reddit, and Facebook to Instagram, LinkedIn, Snapchat, and even TikTok. (Feel old yet?) When you’re determining which platform would work best for your paid social ad, consider your audience.

Some people default to opting for the platform they’re most familiar with. For the best results, however, you want to go to where the majority of your customers are. You can find this info through your own research, discussions with customers, and market surveys. And if you find the platform you chose isn’t working? Test out a new one and see how it stacks up.

5. Set a high bar for your content

Millions of pieces of content are posted online every day. WordPress users alone produce more than 70 million new blog posts each month. With so much out there, what you publish needs to be interesting, engaging, and eye-catching to compete.

With younger generations sporting short attention spans for ads, it’s more important than ever to create paid social posts that:

  • are targeted
  • quickly grab the viewer’s attention
  • provide entertainment value
  • are memorable in some way

Pay attention to the ads that catch your eye on social — what messages do they include? What’s the CTA? What visual elements do they have? This insight can help inform how you approach your own paid social.

6. Prioritize CTAs

Back to testing — one area that can make or break a paid social campaign is your CTA. Many businesses will focus too much on the ad and not enough on what action they want the viewer to take next. When you’re creating paid social campaigns, spend time making sure your CTA is strong and drives the viewer to make the decision you want. 

Speaking of your viewers, don’t be afraid to mix up who you’re targeting. You may think the ideal audience for a new cookbook is middle-aged women, but you could be missing out on a whole segment of young college students who want to learn to cook as well. It’s all about being open-minded and testing to see what works best.

HawkSEM: 7 Tips for Successful Paid Social in 2020

While it may seem like a pain to hop on board the latest buzzy ad platform or new format, it can end up giving you an edge over your competition. (Image via Unsplash)

7. Embrace new layouts and features

The nature of social media is that these platforms usually don’t stay stagnant for too long. With growing competition and a handful of big platforms vying for the most eyeballs, there’s a near-constant stream of updates and changes.

But while it may seem like a pain to hop on board the latest buzzy ad platform or new format, it can end up giving you an edge over your competition. 

Often, when beta versions of these social platforms are released, a site-wide change isn’t far behind. By trying out a new feature or interface when it’s first available to test, you can set yourself up to be a pro at the new way of doing things — potentially before other brands who are competing against you.

Better yet, these new tools could give you an extra boost, like refining your target audience or improving your return on ad spend (ROAS). 

The takeaway

Paid social campaigns certainly have a place in your digital marketing program in 2020. Not only do social platforms have sophisticated audience segmentation options, but they allow you to meet your prospects where they are in a way that’s targeted, yet feels organic.

By following steps like consistently testing, tracking properly, and creating engaging content, you can be sure your paid social plans are set up for success this year and beyond.

Want more ways to amp up your paid social in 2020? Let’s talk. 

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

Questions or comments? Join the conversation here!

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