Advertising on social networks is a type of online advertising that allows you to reach your target audience, through a specific social network, in exchange for a monetary investment. You can carry out campaigns with specific timing, advertising objectives and budget.
Each social network
has its platform (except Instagram, which uses the Facebook platform) to create
and manage ads. You can launch Facebook and Instagram advertising from the
Business Manager itself.
It is currently
one of the most used types of advertising because it allows you to segment
in detail to reach users interested in your product or service, with lower
costs than other types of advertising and greater profitability. In addition, the
segmentation options are multiple and varied, allowing you to reach the ideal
customer looking for your product or service.
Structure of advertising in Social Networks
Social media advertising services is structured in the vast majority of
advertising platforms on three levels:
- Campaign: It is the upper level in which the objective
of the campaign you will create is selected.
- Ad set: It is the middle level, in which you select the
audience to which the ads are going to be shown, the place where they will
be shown (stories, feed, etc.) and the budget of each ad set.
- Ads: It is the lower level, where all the visual part
that the user is shown the campaigns will see is created: image or video
of the ad, copy accompanying the ad, link, call to action, etc.
A campaign can contain
multiple ad sets, and this is ideal for better targeting, and an ad set can
contain multiple ads, so you can a/b test them and select the ones that work
best for you.
I always explain it to
my students of the Master in Digital Traffic Management following the concept
of Russian matryoshka dolls. One tier is inside another, and you can't have an
ad without an ad set and an ad set without a campaign.
You must understand
this structure since we will later apply it in each advertising platform to
create advertising on social networks.
Platforms for advertising on Social Networks
Surely now you are
thinking that with all the social networks, how will you choose which one you
should invest in? I understand that when we start with a limited budget, we
must select the network in which our ideal client is located.
Each social network is
different, and now I reveal the different types of advertising on social networks:
Facebook Advertising
Advertising on
Facebook is one of the most used social networks by brands and
companies since it had 2,700 million active users in 2021 and a
number that continues to grow.
You need a
Company Page and an ad account to create your ad campaigns. In addition,
it has a platform called Facebook Business Manager, with which you can manage
the advertising of several accounts from the same place.
From its platform, you
can configure the Facebook tracking pixel (also used for advertising on
Instagram) to create personalized audiences based on users who perform a
specific action on your website, on your Facebook page or on your Instagram
profile and track what actions users are performing.
On Facebook, you can
create campaigns with different objectives. There are a total of 13, and they
are included under the following blocks: recognition, consideration and
conversion.
Additionally, you
have multiple placement options for your ads (Facebook, Instagram,
Messenger, and Audience Network) and multiple format options (image,
video, sequence, collection, and Instant Experience).
Advertising on
Instagram
To advertise on
Instagram, we must do it from the Facebook platform, but in the locations and
platforms section, we will only leave the Instagram location marked.
There are 1,221
million active users on Instagram, and you can publish your ads in the
stories section and the feed. However, advertising is being implemented in the
"Discover" tab; this option does not appear in the Business Manager yet.
By creating the ads
from the Facebook platform, you can create them for both placements, adapting
them to each social network. For example, Facebook is currently making changes
to the ideal sizes of images for Facebook ads to try to match them to the optimal
size of Instagram images.
Advertising on Twitter
Twitter has 353
million active users, less than Facebook and Instagram, so it is not used as
much by companies (you have to consider if your target audience is on this
social network before creating your advertising campaigns).
Advertising on Twitter
has fewer options than on other social networks. Still, it allows you to
create campaigns with the objective of awareness, tweet interactions,
followers, website clicks and app downloads.
You can create your audience
by adding locations, interests, languages, gender, device, behavior, relevant
accounts, or keywords.
Advertising on LinkedIn
The most widely used
professional social network has 727 million active users and is ideal for
B2B businesses.
Depending on the
placement of the advertising, we are talking about Sponsored Content campaigns
(in the LinkedIn feed), Sponsored InMail (in private messages), Display Ads (in
the right sidebar, with a banner appearance), Dynamic Ads (in the right
sidebar, appears as a suggestion to follow a profile) and Text Ads (in the
right sidebar, appears as a list).
One recommendation I
make to you is that you only invest in LinkedIn if your monthly investment
exceeds $1,500. I have been making investments with clients and not my project,
and it is a conclusion we have reached. At the moment, LinkedIn is only
available to a few.
YouTube Advertising
YouTube is
the second most used search engine and has 2.291 million active users, so
if you think of advertising on social networks, it is an option you should
consider.
Advertising on this
social network is done through the Google Ads platform and allows you to create
display ads, overlays, skippable videos, non-skippable videos, and bumper or
sponsored cards.
We recommend you to
get in touch best social media agency like Mavenup Creatives to get best services
all over the USA.
Comments
Post a Comment