Social Paid Advertising Boot Camp: Getting the Most Bang For Your Buck

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You're a business owner and you don't have time to create an entire social media campaign or take the additional time to continue growing your following.

You need leads fast from places near you, (or perhaps all around the globe) but you aren't sure where to start.

The solution is simple: social paid advertising! But how do you go about getting started? And perhaps more importantly: how do you NOT blow your entire budget on useless trends, leads that don't go anywhere and unsuccessful ad copy?

The organic social media marketing was one thing. But offering up real money?? Can you do it?

The answer is yes, and we're going to show you how.

There are Different Types of Social Paid Ads

Every network comes with it's own selection of social paid advertising options. Of course, like we've mentioned before, you don't have to be on every network and you certainly don't have to utilize every ad type on each network.

First, you need to choose a network. As yourself which platforms your organic social media content performs well on and use this information to make your decision.

Where is your audience? This is also important. If the majority of your audience is making their home someplace else, advertising on this platform may not be the best use of your time or ad spend.

RELATED: SOCIAL ADVERTISING COPY: EPIC 55 POINT GUIDE FOR BETTER ROI

Pew Research Center put together a fantastic graphic below that will help you narrow down who is on what platform if you're not already familiar.

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This Ad for That Network

So now that you know which networks your audience spends the most time on. Now it's time to narrow down what kind of ads best fit your product or service.

And with different types of ads on every network, we wanted to make sure you had a thorough idea of what to expect, so we've outlined each network and the ads present on it below.

Facebook and Instagram

Owned by the same company, which means both are pretty fairly similar in terms of campaign objectives. You have three basic options:

  1. Awareness
  2. Consideration
  3. Conversion

Awareness is great for bringing in followers, increasing brand recognition and getting your name out into the noise. Consideration is for increasing your social engagement, website traffic, app downloads, generating leads and pushing for more of a response, including Facebook or Instagram DMs, content entries and more. The conversions option is for making sales and closing deals, like what you'd expect.

HELPFUL HINT: Facebook and Instagram are excellent places to get started in social paid advertising, even if you're just dipping your feet in because there is such a wide range of people and businesses, as well as very detailed audience targeting options. This means you can really narrow your ads down and spend significantly less for every lead.

Both Facebook and Instagram have similar ad types, including:

  • Photo
  • Video
  • Carousel
  • Collection

And within these types lie several sub-categories, including:

  • Stories
  • Slideshow

And Facebook also offers a few options Instagram does not yet offer, including:

  • Instant Experience
  • Messenger Ads
  • Lead Generation Ads

In order to make sure you have a good grasp on what these ads can do for your business, let's go through one at a time.

Photo Ads

Facebook photo ads can include 125 characters, plus a headline, a link description and one high-resolution photo.

For Facebook: You can take two different routes when it comes to this option: either promoting a photo post on your Facebook page, or creating an entirely new ad within the Facebook business manager. Both have perks, such as one coming across a little more naturally than the "created for this experience" ad, but the other allows you to really take the time to consider what your audience will be reading.

For Instagram: Photo ads will look just like your regular posts, but they'll just have a small "sponsored" text in the upper left hand corner letting users know they post was promoted and from your brand.

HELPFUL HINT: When choosing a photo for your ad, remember that people want to see you USING the product or utilizing the service in some way, not just a picture of the product itself. Also be sure your photos align with what you would ordinarily post so that it isn't confusing and you're staying true to your brand.

Video Ads

Video is becoming more and more powerful on social with every passing day. And is it any wonder?

For Facebook: There's plenty of leeway within your video ad options. From short-form mobile-friendly videos to 240-minute promoted videos specifically designed for desktop users, you'll have no trouble having the time and tools you need to create a compelling video ad.

Then again, with so many options, you'll need to make sure you're really narrowing down on what you need out of the campaign and staying true to the steps that will get you there.

For Instagram: This works the same way that the photo ads do, just be sure you're keeping in mind that every ad should be easy on the eyes as well as fit with your brand image.

HELPFUL HINT: Shorter videos have a much better chance of being finished and leading to conversions than longer videos. However, if you have a really compelling point and want to go longer, do it. Just don't go long for the sake of length.

Stories Ads

Both platforms offer "story" ad options, which is fabulous because there is so much potential in regards to stories.

(And hey! Did you know Twitter is rolling out their very own version of Stories?? Check out how our team and other social media gurus feel about this update and others on our social media marketing in the south group on Facebook!)

Stories offers a full-screen, full-attention, six second window, (On Facebook, Instagram is 120 seconds!) where you can either wow or "meh" your audience with your very own Stories ad. This goes for both Facebook and Instagram, though each platform has it's own specific perks and downsides.

For Facebook: As of right now, you can't specifically select Stories ads, (I know, it's tragic) however, they come as a possible placement when you select "automatic placements" when in the creation stages of building your ad.

For Instagram: It's a 120 seconds of unlimited freedom to do whatever you want. As far as we've been able to find, adding interactive elements, .GIFS, memes, stickers and all that fun stuff definitely increases engagements, so go all out and have fun! Just don't forget the two basic rules of social paid advertising, which is staying true to your brand and keeping things easy on the eyes.

HELPFUL HINT: Users want stories to feel quick, clean and fun. Make your message easy to understand and don't pack too much into one story. There's always tomorrow.

Carousel Ads

Carousels are bomb because they allow you to draw a users attention with multiple colorful photos and a link for each one.

Carousel ads work best for highlighting different products or services that you offer in a smooth and elegant ad format.

For Facebook: You can include up to ten images, each with it's own link placement and formulate a compelling message that is well-represented with each photo.

For Instagram: Viewers will be swiping to see each photo in your carousel. So make it COMPELLING! You're looking for light, color, fun, creativity and a specific message that can be told with each swipe, drawing the customer into your ad and hopefully getting all the conversions you could hope for.

HELPFUL HINT: If you include it in your carousel, make it part of the theme. If you're going to have a successful ad, they have to be tied together and flow easily and elegantly.

Collection Ads

Collection paid ads feature one large cover photo, (it can be a video, however) and several smaller photos. When this ad gets clicks, users are directed to an Instant Experience.

For Facebook: Collection ads show up right in your feed. People will be able to learn more about your product without ever leaving the Facebook app (or browser) which will help minimize friction between stops in your advertising/marketing funnel.

For Instagram: While the Instagram collection ads don't include a headline, they do allow you to enter in up to 90 characters of text, which, in our option, is plenty of room to get a compelling message across.

HELPFUL HINT: Collection ads are perfect for retail, travel and restaurant industries.

The Instant Experience Ads

This was the carousel ads before carousel ads. (Not kidding.)

These full-screen, interactive and mobile-friendly ads feature up to 20 images or 2 minutes of video and 30 characters of text.

HELPFUL HINT: Instant experiences come with handy tools like tilt to pan and forms for lead generation.

Messenger Ads

Exclusive to Facebook, Messenger ads can be exceptionally helpful in terms of restarting conversations that have gradually fizzled out, or capturing the attention of new audiences.

HELPFUL HINT: Messenger ads can be configured to send people back to your site!

Lead-Generation Ads:

Also exclusive to Facebook and the mobile interface, lead-gen ads are the ultimate way to bring potential leads back to your website and ultimately fill your online sales tunnel and start sending leads back into your flywheel.

HELPFUL HINT: Lead-gen ads are especially helpful in getting sign-ups for newsletters, quotes and free trials.

Twitter Ads

Ah, Twitter. Twitter is the platform of witty come-backs, complaints and praises. It's a fun platform, and the ad choice definitely reflect it.

You'll be able to shoot for five different objectives when it comes to Twitter paid ads. These encompass:

  • Website clicks
  • Brand engagement
  • Followers
  • App Installs
  • Brand Awareness

And withing each of these, we find two types of Ad strategies, including:

  • Promotions
  • Ad Campaigns (with a specific objective)

Just like we did for Facebook and Instagram, let's go through each of these and explore a little more fully.

Tweet Promotion

The first ten organic tweets to pass the Twitter quality filter are the tweets that will first be promoted to an audience that you will specify at the beginning of the process. This costs $99 a month, and typically, (according to Twitter, and based on our own results) will reach around 30,000 new potential leads and help you gain an average of around 30 followers a month.

Of course, results will vary depending on how well set-up your campaign is, but this is a great way to get your name out there and generate new followers.

You have the option of focusing on a total of five metro locations and/or interests, among other things, which will help you narrow in and get more bang for your buck.

HELPFUL HINT: When you're writing tweets that will be promoted through the month, write as if you're speaking directly to your target audience and draw them in closer with every word. Remember: in this instance, content really is king and it can make or break your campaign.

Twitter Ad Campaigns

With this option, you'll choose a specific goal for your business, such as website clicks, leads, etc, which aligns with your overall business objective.

You'll have the option of choosing tweets from your profile to promote for this, or creating new ones specifically for the promotion.

HELPFUL HINT: Tailoring your ads for mobile/desktop users can be an incredibly useful tool when it comes to boosting conversions on your ads. Another trick would be minimizing the things that might draw your customers away, such as hashtags and mentions. The longer you allow the customer to see your ad and contemplate, the better brand recognition and chance you'll be able to convert. If not now, the next time they see it.

Snapchat Advertising

Social paid advertising on Snapchat is incredibly fun, but also very niche-specific in a lot of ways.

Because of the fact that Snapchat is most popular with a younger audience, whether or not you decide to advertise on this platform is entirely up to you. You'll also want to keep in mind that more females than males tend to use this app, and in addition, it may be a slightly more difficult platform to get your head around.

There are three objectives for Snapchat campaigns, similar to those of others. These include:

  • Awareness
  • Consideration
  • Conversions

Within your objectives, you have three ad types. These include:

  • Snap Ads
  • Filters
  • Collections
  • Story Ads

Like before, to make sure you have a good handle on how this works, we're going to dive a little deeper into the how and why behind each of these.

Snap Ads

These are vertical videos up to ten seconds in length, and have the option of attachments for app installs, forms, landing pages and more.

HELPFUL HINT: Keep it short. Keep it fun. Keep it memorable.

Collection Ads

The perfect tool for highlighting particular products, collection ads give you the unique option to place up to four thumbnail images in one ad, each with their own link!

HELPFUL HINT: Think less text, with the images speaking a thousand words. (Or, in other words, put plenty of effort into your images!)

Filters

The fun and creative options, filters are an awesome tool for brand recognition and just getting your name out there.

HELPFUL HINT: Make sure your filter is relevant for your campaign and for what's going on in the world around you. Successful filters play off of what's happening int he world, (it's what makes people want to use them!) so make sure you have a well-developed strategy in place prior to putting the time in to make a filter.

Snap Story Ads

Snap Story Ads show up as branded tiles in a users Discover feed, and will take the user to a collection of snaps, (you can add anywhere from a minimum of three, to a maximum of twenty) which allows for a more detailed glance at your products, new products, special offers, giveaways, etc.

HELPFUL HINT: You need to present a powerful headline so that you can encourage users to click on your snap story ad. Headlines are everything.

LinkedIn Advertising

LinkedIn is a platform made up of business professionals in all sorts of industries. It's built around finding people for specific positions, other business opportunities and B2B sales.

Just like the other networks, LinkedIn offers three advertising goals you can shoot for, including:

  • Awareness
  • Consideration
  • Conversions

And within those scopes, you have several ad types to choose from, including:

  • Sponsored InMail
  • Sponsored Content
  • Sponsored Text Ads

Let's dive into how each of these work in a little more depth so that you can understand the pros and cons of each as it relates to your business.

Sponsored InMail

Basically the LinkedIn version of email marketing, InMail sends messages directly to users boxes with a "sponsored" tag. The thing is, users will only get these messages when they're active, which adds a certain amount of depth to the party because your messages won't have a chance to sit shelved for weeks at a time. This means your message is always fresh!

HELPFUL HINT: Don't start selling out of the gate. Building relationships leading up to a sale is key to your success, especially on this platform.

Sponsored LinkedIn Content

This content will appear no matter what device your targeted customers are using, right in the news feed. These are your best bet if you're looking to highlight particular services or products to potential buyers.

HELPFUL HINT: Keep your headlines under 150 characters for optimal engagement.

LinkedIn Text Ads

Those small ads that you've seen around LinkedIn, specifically in the top right-hand corners are LinkedIn text ads. These will only appear to those using a desktop when using LinkedIn, so you'll want to keep this in mind when you're creating ads for your particular target audience.

HELPFUL HINT: Don't let the name fool you. Text ads on LinkedIn can actually feature a thumbnail image that is 50X50 pixels.

"How Much Do Social Ads Cost?"

This depends on your ad, the platform, the way a particular platform is charging you and several other factors, including the quality of the leads you're bringing in, the quality of your ad, how many impressions you received and more.

Generally, though, you'll be charged using one of these options:

  • Cost per click (CPC)
  • Cost per 1000 impressions (CPM)
  • Cost per conversion
  • Cost per video view

And the exact amount can also depend on your industry. Clicks can cost significantly more in a highly-competitive industry than they would for a less competitive industry because most platforms use the auction method for deciding who's ad will take precedence. Hence why higher budgets often get the most leads.

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Social Paid Advertising Tricks to Help You Make the Most of Your Ad Budget

Go where your audience is and make your pitches accordingly. If your target audience isn't on the platform, you aren't going to get the results you want to be successful.

Have a clear objective and stick to it. Do you want to generate leads? Raise brand awareness? Your paid ads strategy should reflect your objective.

Track, track, track! If you're already posting organic content on the platform where you want to advertise, take hints from your organic content and use it to create better paid ads.

Keep the device in mind. If you only design ads with desktop in mind, you'll miss a lot of great opportunity. Most people are using mobile phones to view your content, so design accordingly!

There's ALWAYS a Paid Social Ad Plan For Your Budget

Big budgets, little budgets, not big but bigger than small ad budgets..it doesn't matter. There's always a paid social advertising strategy for your particular budget, its just a matter of finding out what works.

That isn't to say that you aren't going to miss out on a few opportunities because your ad spend is low. But you'll be getting the most out of your budget and THAT is what we're aiming to achieve.

Looking for a Social paid Advertising Agency?

We're an agency 100% dedicated to social media, which makes us experts in the field. And when it comes to paid advertising, our team is forever finding ways to improve our unique and creative strategies to bring YOU more business, more phone calls, more website clicks and more app downloads.

What are you waiting for? Let's get in touch and Let's GET SOCIAL!

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AuthorKeith Kakadia

I am a native of New Orleans, LA with a passion for social media marketing, entrepreneurship, and making new connections. I enjoy the opportunity to work with amazing individuals and brands everyday.

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