Simply adopting a one size fits all approach to targeting for your social advertising efforts is not enough anymore. These days, if you want your message to reach new customers, you need to understand who your target customer is and how to reach them effectively in their moment of need. How do you get the best return and the greatest reach for your marketing dollars? Here are some of Chacka’s tips for succeeding at paid social advertising.
Choose Your Goals and Audience Carefully
The first question you should ask yourself is what is your target goal? Are you looking to drive customers to your website, increase brand awareness, generate leads, or boost sales? Deciding on this will be your entryway to success.
While some brands cast as broad a net as possible when it comes to promoting paid ads, others go narrow, all while delivering the same message. This is a mistake. Unless you target your posts carefully and define your goal and a message that speaks to them, they will end up being ignored by people who may have an interest in your brand or products. This is an ineffective use of the money you invested and is often the primary reason an advertiser has not found success on paid social.
Who is it you’re trying to reach? Are your services or products available anywhere? What is your ideal customer interested in? On most social media platforms, you have the option to refine your target audience in a variety of ways, from demographics like age and location, and interests such as brands that are similar to yours. Decide who it is you want to reach and target your ads accordingly.
Is your ideal customer more likely to spend their time on Facebook and Twitter, LinkedIn, or Instagram? What performs well organically may also work for your paid social efforts. By reaching out to them on the platforms they are most likely to engage with, you’re more likely to reach the right people, and have more overall success with your social campaigns.
Finally, you should consider where this user is in the consideration cycle? Are you a startup and looking to reach new customers or are you an established brand trying to activate a specific audience? In matching your particular funnel with the audiences you are looking to target, you will find success. Awareness is always best delivered with a broad net, while direct response can be narrower. On the other hand, it is important to not be too narrow in your targeting as social is meant to target the masses and not the individuals. Are you trying to make social reach a small audience where a direct mail or phone would be better suited?
Budget to Your Objectives
In 2020, Facebook was to roll out Campaign Budget Optimizer (CBO) but has since delayed as a result of market forces, but its execution is imminent. With CBO, Facebook looks at the budget designated at a campaign level and optimizes spend across your audiences and ads to meet the goals of your objective. Do you want the lowest cost per action (CPA), or the highest return on your ad spend (ROAS)? CBO will automatically determine how much of your budget will go to each ad set in the campaign, to achieve that goal. Similar to choosing an audience, you should consider the objectives and audience makeup of each CBO to find success. Did you know Chacka was one of the first agencies to adopt CBO as standard before it the mandatory bidding strategy for Facebook? It is advantageous to leverage an agency that can adapt and understand the nuances involved well before the competition.
These are just a few of the things you can do to ensure your paid social advertising efforts are paying off. Fill out the form below and let us help you create a social strategy that expands your reach and boosts your brand in a variety of different ways!
