Ad formats and targeting options are becoming increasingly sophisticated. Consider testing and using new features as soon as they’re available to your customers. At the very least, experiment with the ones that are most closely related to your social media marketing objectives. Here are some tried-and-true best practices and tips to help you get the most out of your social media advertising efforts:
- Observe your target audiences on Facebook
- Boost Posts
- Set up conversion tracking
- Automate campaign optimization
- Juggle audiences
Observe your target audiences on Facebook
The first stage in planning a marketing campaign is to determine who your target market is. Facebook’s platform makes it possible to do audience research, giving you a firm understanding on the many audience segments and targeting options available.
Use the tool to learn more about social media audiences, or to plan your next Facebook advertising campaign’s audience targeting.
How to research audiences using Facebook
- Set up an audience insights tool for Facebook.
- Take notes, play around and improve your personas.
The more people who see your social media posts, the better. As an alternative, a process called “boosting” is used by the platforms to get your piece more visibility on social media. The number of people who see a post you’ve improved sees a big boost.
With the help of post boosts, you may reach a much larger audience for an affordable price and turn your marketing efforts into paid advertising. The boosting mechanism has been integrated into many social media management applications, allowing you to set up boosting for your posts at the same time as they are published.
How to boost a post on social media
- Broadcast your post on your business profile.
- Find the promote, sponsor or boost button on the post.
- Configure the amount, duration and target of the boost.
- If your ad account isn’t set up, add a credit card.
Set up Conversion Tracking
In most advertising efforts, your goal is for users who click on your ads to arrive at your website. From a data perspective, the user experience is split into two parts. Social media is used to track the advertising process, but your website is used to track the conversion process.
You need to link these two paths in order to report on the effects of your advertising expenditure. You’ll need to add tracking tags to your website for this. Additionally, adding tracking tags to your redirection URLs will increase your site’s performance in the analytics.
Monitoring conversions on social media networks where you promote will allow you to see how your ad spending translates into sales.
Automate campaign optimization
Advertising networks on social media have access to enormous amounts of data, and they employ hordes of programmers to develop algorithms that take advantage of this information.
Social media activities will help a number of these algorithms learn new information. Advertisers could take advantage of machine learning to streamline their campaigns.
How to automate campaign optimization
- Set a clear goal for your optimization.
- Set up your ad campaign in the usual way
- Instead of making a budget, decide on a goal you want to achieve. In order to get the most out of your budget, you need to set a maximum cost per action (CPA).
- Monitor the number and quality of conversions after launching your campaign.
Audience matching with customized audiences, new audiences with similar audiences, audience qualification with derived audiences, and negative audiences are all ways to accomplish this goal.
Here are some examples of target audiences you can create and use:
- On the basis of demographics, location, interests and behavior of the target audience
- Those who follow you.
- The number of visitors to your web page.
- Those who have seen a video advertisement (derived audiences).
- CRM user profiles connected with social media platform profiles (custom audiences).
- Identical users to those from the CRM database you just drew (similar audiences).
If you’re trying to obtain new customers, you should get rid of the ones you already have so that your target audience is better qualified. Targeting “lookalike” or “similar” audiences is the best way to find new customers that share the same interests as your current customers.