If you’re spending money on online advertising, social media ads may earn you the biggest returns. To succeed, create multiple versions of the ad and test them with your target audience. Deactivate the lowest performers and try something new.
On your Facebook News Feed, include a button – the “Learn More” button is best. Create a custom Landing Page. Mention price up front. Promote a discount. Filter out mobile traffic, which is good for app installs and engagement, but not website conversions. Focus on your Relevance Score to see if you should adjust your targeting.
If you’re just getting started, consider examining the strategies of your competitors. This can provide shortcuts that save you time and effort. Copy their most successful posts. First, clarify your own goals for your social media efforts.
Focus on getting fans and followers, interacting with social media influencers, creating downloads, obtaining email subscribers, generating content shares, and engagement. Review what channels they are using, and use a spreadsheet to compare their engagement levels for a month. Use free and paid analytics tools to explore their numbers. You’ll get a sense of type and style of content your competitors’ audiences respond to the most. Compare your results to theirs.
Today, new ad formats, data, and targeting options let you hit exactly the people you want to. Use Custom Audiences in Facebook to get in front of those people. Tailored Audiences in Twitter is a similar feature, but it’s not as good as Facebook at matching lists and user IDs.
In-Market Audiences on the Google Display Network targets people who are ready to buy. Custom Affinity Segments in GDN lets you target specific audiences. Facebook and Twitter, through data partners, offer targeting options based on what users have purchased recently. Life Events targeting on Facebook taps into the element of Intent. Lookalike targeting creates a mirror audience. And demographic layering over the above features gives you precision and impact.