{"id":12418,"date":"2017-06-15T15:17:37","date_gmt":"2017-06-15T15:17:37","guid":{"rendered":"https:\/\/www.rivaliq.com\/?p=12418"},"modified":"2017-06-16T00:18:55","modified_gmt":"2017-06-16T00:18:55","slug":"10-tips-for-social-media-advertising","status":"publish","type":"post","link":"https:\/\/www.rivaliq.com\/blog\/10-tips-for-social-media-advertising\/","title":{"rendered":"10 Tips to Master Social Media Advertising"},"content":{"rendered":"

Great marketers, we see you.<\/p>\n

You\u2019re creating awesome content and have a sincere desire to reach all segments of your target audience. Thanks to today\u2019s social media algorithms, the struggle is real to reach people organically. Thankfully, social media advertising is your new best friend to help break through the noise.<\/p>\n

With the right creative and targeting, social media advertising helps you find and connect with those who matter most. Here are ten tips to keep in mind.<\/p>\n

1. Improve your quality score<\/h2>\n

\"improve<\/p>\n

While anyone with a budget (big or small) can advertise on Facebook and Twitter, these social platforms do grade your brand based on overall site performance. Businesses that demonstrate quality keywords and post relevant content are rewarded with a lower cost-per-click rate and an increase in the number of people who will see your ads.<\/p>\n

Facebook ranks with the term \u201cRelevancy Score,\u201d and Twitter has something similar called \u201cQuality Adjusted Bid.\u201d No matter the name, it\u2019s an important metric<\/a> to understand and improve. The best way to improve your score is to improve the engagement performance of your posts, both paid and organic. Do this by testing different copy on regular Facebook posts or tweets, and only spend your ad budget on the content that receives the most engagement (likes, shares, and comments).<\/p>\n

Facebook’s algorithm has preferences for different media types. At Rival IQ, we’ve noticed that if we regularly post native video, our reach continues to increase. Additionally, the uplift in reach on our native video posts expands the reach of our native photo posts as well. In this case, a rising tide raises all boats. Posting quality content can have a synergistic effect on the reach of your other posts.<\/p>\n

2. Be selective about audience targeting<\/h2>\n

It\u2019s tempting to cast a broad net so everyone has an opportunity to see your ad. After all, you never know who might be interested in your brand. However, it\u2019s critical to be selective<\/a> about who you choose to serve your ads. It\u2019s better to target more precise groups of people through multiple ads. Doing so will help you better understand the intricacies of your audience, and help you identify and optimize the target audience as you develop future ads.<\/p>\n

If you\u2019re unclear about the audience you\u2019re trying to target, Facebook Audience Insights<\/a> is a good place to start. Evaluate the results to get a clear picture of who is inclined to follow you and engage with your content.<\/p>\n

3. Utilize the Facebook Pixel<\/h2>\n

Collecting data on ad performance is just as important as crafting and running the perfect ad. The Facebook pixel<\/a> is a piece of code<\/a> you can install on your website to help measure, optimize, and build audiences. The Pixel is critical for tracking the user once they leave Facebook, and then understanding their behaviors once they arrive on your site. Be sure your webmaster properly installs the Pixel. Otherwise, you will miss out on powerful data that tells a story about your ad\u2019s performance.<\/p>\n

4. Get your editorial calendar in great shape<\/h2>\n

When someone comes across your brand for the first time through an ad, they\u2019ll likely visit your social media accounts to \u201cget to know\u201d the brand online before making a decision to follow along or make a purchase.<\/p>\n

That first discovery visit is a critical time for your brand to shine. Ensure that the content the user sees on your profiles is fresh, interesting and relevant to what you advertised. Otherwise, you run the risk of piquing someone\u2019s interest, only to disappoint him or her and lose out on a new follow or sale. Learn how to create an editorial calendar<\/a> here.<\/p>\n

5. While you\u2019re at it, make sure your website is in great shape, too.<\/h2>\n

If your ad is driving traffic directly to your site, make sure every page is functioning correctly, and your copy answers questions that new audiences will naturally have. In particular, make sure the calls to action (CTA’s) found in the ads are clearly marked on the landing page. Your goal should be to make the user experience as clear and easy as possible.<\/p>\n

6. Use video in your paid ads<\/h2>\n

One of my favorite brands is Jenna Kutcher<\/a>, and she uses video in paid ads very well. In addition to text-based ads with dynamic visuals, I am occasionally served a video ad from her. Jenna makes it easy for me to consume the content in several ways:<\/p>\n