The medium through which social ad platforms assimilate data depends upon user activity for particular posts such as likes, shares, comments and the sites that the users have been visiting regularly. Relying upon keyword targeting methods is something that does not work in this case. No matter what platform the user is relying upon, they will get to see ads. However, users have with them the opportunity to control the type of ads they wish to see and those that they do not want to view. So, it gets essential for any business that is willing to use social advertising to generate ROI to make use of technically and creatively sound ads.
Prior to getting known to the specifics that help businesses in doing so, an essential thing is to understand how advertising on social media works. To grab information regarding the user, one has to take aid of behavior tracking. For this, one has to access the user’s cookies and the pixel tags embedded in website. Based upon the data gathered, the users are displayed ads by estimating, which of them would interest them the most. For instance, the users who are looking for real estate options moving company are served with ads that focus upon real estate agents and related companies.
A basic example that we could take in to consideration is that of fashion industry. Suppose a user is constantly following a blog and shows to be highly influenced by the blogger. In case, the blogger has some favorite brand or style, ads associated to the same would be displayed to the user. This is because social advertising platform believes that such businesses or products will logically also influence the users.
To analyze how much ROI is social advertising bringing to your business, you will need to offer your business with insights as in how much are you deducing through the advertising efforts. Below specified are the three levels of social insights as per relevance to the user. The most important ones have been suggested in Level 1.
Impressions -> Total Clicks -> Click-Through Rate -> Amount Invested-> Cost Per Click -> Ad Placement ->Traffic Accumulated
Cost incurred per 1,000 Impressions (CPM) -> Frequency -> New clicks -> Click-Through rate for new clicks
Choices for date-range features -> Campaign Success for each Ad Level
Once, you have understood the insights need to be considered for a business, the next thing is to know how platforms like Facebook, Twitter, and LinkedIn can make things easy.
When talking about Facebook, it is always better that you take aid of Facebook Ad Manager. The tool is simple and pretty much convenient to use for even those who are creating a Facebook ad for the first time. The options that you get while creating the campaign are as follows:
You can boost your post through this functionality, which is called dark post. This sponsored content looks pretty much similar to an organic Facebook post but this is actually an ad. As per Google dark post is: “An unpublished post is a status update, link share, video or photo that was never meant to be shared as an organic post. Staying true to it name, it’s never published but is only surfaced as an ad.”
The best part about dark posts is that it makes use of strong CTAs for driving conversions and allowing the users to know how to interact with the ad.
Steps for creating the Ad: Start while entering the URL of the page that you want to promote. Next thing to do is to sideline the target audience out of all the available options that Facebook offers. The options include location, age, gender, languages, interests and behaviors.
Once that is complete, enter your budget and schedule when you want your ad to run – whether that is on a continuous basis or with a set start & end date in mind. After completing all this, you will need to decide the budget and schedule when your ad will start and end.