In this social media advertising guide, learn how to use various types of social media ads to achieve real business results while maximizing your spend.
Facebook ad
Why advertise on Facebook? The two main reasons are : reach and Facebook’s almost unparalleled targeting.
You can target by demographics and create custom or lookalike audiences to target users similar to your best customers. You can also use retargeting ads to target users who interacted with your page or visited your website.
On Facebook, you can directly target users by:
- location
- age
- gender
- interests
- connections
- relationship status
- languages
- education
- workplaces
Instagram ads
If you have a budget allocated for paid social, you should strongly consider running Instagram ads. Why?
27% of users say they find new products and brands through paid social ads, and Instagram ads can reach over 1.2 billion people, or 20% of the world’s population over age 13.
Similar to Facebook, Instagram gives you the granular control to target specific genders, age ranges, locations, interests, behaviours, and more. You can even target a custom or lookalike audience so you’re showing ads only to your direct list of leads or those who have a similar makeup.
Ad Budget
Pay for what matters – Impressions or engagement
To keep your budget under control, think about whether you want impressions or engagements.
If you’re paying every time someone sees your ad (impressions), your message can cast a wide net.However, if you’re paying for engagement, you only want people who are really interested in doing business with you to engage.
You don’t want to pay for engagements that are not relevant to your business goals. The wording of your ad should help people identify whether it’s for them or not.
Both engagement and impressions campaigns can be valuable for your business. You just need to choose the right one to align with your business goals so that you only pay for real business results.