Social media was once a brand-new and innovative concept. But now, it has become a must-have for all businesses and brands that want to connect with their target audience meaningfully. As a result, companies are increasing their investment in social media advertising.
If you are also thinking of promoting your business on social media, here we provide you with the Dos and Don’ts of social media advertising guide.
Do: Know Your Audience.
Before starting a social media ad campaign, the first thing is to know about your target audience. You should ask yourself which type of people will buy your products. And it would be best if you got answers to questions like-
Who are your customers?
Where do they belong to?
What is their age?
What is their gender?
What are their preferences?
Which class of income do they belong to?
Once you have all the information, you can create better ad copies to focus your target audience.
Let’s say you run a cosmetics company, and the products you offer are vegan, and you want to target women who favour vegan and cruelty-free goods.
For this, you shall create effective ad copies highlighting your product USPs and setting WOMEN (specifically those who prefer vegan products) as your target audience. See below the example.
Do: Choose the Right Platform
Now you need to find a platform that can provide you with the target audience. For this, you should learn about the set of audiences of different platforms individually and then run your social ads accordingly.
For example, if your audience is Millenials, you will find Facebook a go-to platform. Similarly, if your audience belongs to the Gen Z group, you would like to be active on Instagram or TikTok.
Do: Set Clear Goals
Let’s say you have found the social platforms where your target audience is active. And now you are ready to place ads before them.
For this, you start creating ad copies, and during this process, the platform asks you to set your objective.
Like, what purpose do you want this ad copy to serve?
Social media platform provides various campaign objective options to choose from. You can find all that options in the image below.
For example, if you want to run ads to spread awareness of your brand, then you should pick the Brand Awareness option, and similarly, if you want to bring traffic to your website, you must choose the Web Traffic option.
And, if your objective is something else, you should choose accordingly.
While designing the ad copies, you should pay attention to the quality of the visuals you are going to attach to it. You should try to keep them as eye-catching as possible.
People do not look at ads for a long and usually scroll through them. However, if they find your visuals attractive, they may end-up fulfilling your ad campaign’s objective.
Don’t: Exceed the Characters Limit.
Various social platforms have imposed character limits for writing ad copies as they display only a specific part of your copies to the users.
So, if your copy is too long or wordy, the platform will truncate it to make it fit within the prescribed limit.
Therefore, while crafting the ad copies, you should try to write with a displayable character limit. You can find below the character limits of different platforms.
Primary text: Only the first 125 characters will show, but you can write more (more on that later).
Headline: appears just below the image, 40 characters or less.
Description: just below the headline, 30 characters or less.
Primary text: 125 characters
Headline: 40 characters
Maximum number of hashtags: 30
Name this ad: Use up to 255 characters.
Introductory text: Use up to 150 characters, including spaces, emojis, and punctuation, to avoid truncation (600 characters maximum). You can use up to four emojis in a single image ad.
Headline: Use up to 70 characters to avoid truncation (200 character maximum).
Description: Use 100 characters to avoid truncation (300 character maximum).
Don’t: Forget the Call-to-Action.
A Call to action is the button that is made visible to the user on your ad copy. It’s what compels the user to take the desired action, i.e., fulfilling the objective of your ad campaign.
Social Platforms provide various call to actions options to choose from according to the objective of your ad campaign.
For example, if the objective of your ad campaign is to get customer messages, then your call to action should be like “Send Message”.
Similarly, if your ad copy aims at getting customer calls, you must set “Call Now” as your Call to action.
Don’t: Neglect your Landing Page.
A landing page is a page where the user will land after hitting the Call-to-action button. As this will be the customer’s first impression of your business, it must be relevant to the ad copy.
This means if your ad promised a certain product or service, your landing page must provide clear and accurate information about the same without diverting to anything.
You must optimise the landing page for conversion, i.e., there, you must place important call-to-actions to make it easy to navigate & load quickly.
Don’t: Forget to track the results.
Once you have placed before your target audience, you must constantly track it and analyse if it provides enough ROI. In case you find it not working, revise your strategy and work on areas that need improvements.
We hope these tips will help you create an effective social media ads campaign that provides a better return on your investment.
If you’re looking for a digital marketing company for your social media marketing needs, reach out to our expert team at Bitvero.