Social Advertising

Reach the right people at the right time with the right message using the right paid social techniques.

At the heart of social media marketing is social media advertising.

Also known as “paid social,” social media advertising allows you to target your audiences with messaging that’s laser-focused on what they want. You find them; not the other way around.

The difference between paid social and paid search is not one of nuance. They are starkly different types of advertising–yet many marketers have difficulty choosing between them. Neither method is superior, but how and when you use them makes all the difference.

We like to use the concept of fishing to draw the contrast.

Paid search is like dropping a line in the water and waiting for a fish to bite. You add your keywords to the platform and when a prospect types them into the search engine, that’s when you reel them in with your catchy ads. It’s like using a fishing rod.

Paid social, on the other hand, is like jumping in the water and going after only the fish you want to catch. You identify your target audiences and hunt them down with compelling ads. It’s like going spear fishing.

Simply put, social media advertising is interruptive, while search engine advertising is intentional. And that difference can mean a lot, especially for those in the service industries.

Sharpening the Spear

Facebook and Instagram are two of the most popular paid social platforms, but LinkedIn, Twitter, TikTok, and Pinterest all have social media marketing value depending on the audiences you seek.

Most of our clients tend to gravitate toward Facebook and Instagram, because nearly 80 percent of all social media audiences use these platforms with regularity. They’re owned by the same company (Meta) but are actually quite different.

Facebook is a general-interest platform where users can follow friends, family, and the brands they like. Instagram is a more visual platform where people share photos and videos of their life.

If you want to target a specific type of customer, Facebook and Instagram make it easy. On both social media platforms, you can create ads that target specific age ranges, gender, location, interests, and other criteria. This makes it easy for you to reach the people most interested in your product or service.

Your audience demographics will inform whether you want to advertise on Facebook, Instagram, or both. For example, if your target audience is parents aged 30-45, you may want to focus more attention on Facebook than Instagram. However, don’t count Facebook out for younger audiences; even though Instagram does tend to be more popular with the kids, 70% of audiences aged 18-29 still use Facebook on a regular basis.

Facebook ads are an excellent way to increase brand awareness, generate leads, and drive sales. Instagram ads allow you to create visually engaging ads that resonate with your target audience on a platform they love. The good news is that because both platforms are owned by the same company, advertising on one or both is as simple as checking a box.

See Your Social Media Advertising Results Quickly

The beauty of Facebook and Instagram advertising is that you see results quickly. This is because both platforms have advanced algorithms that let advertisers target audiences with focused precision.

How fast can you get results from your Facebook and Instagram advertising campaign?

• Once you’re all set up, your ads can be up and running within a few hours.
• You’ll begin seeing the results of your campaign within the first two days.

Cost Effective Social Media Advertising

Facebook and Instagram ads are inexpensive compared to other advertising methods, such as TV, print, or radio. And the cost per click (CPC) can be significantly lower than other forms of online advertising, such as Google ads.

You can get started for as little as $5-$10 per day and scale up from there. This makes Facebook and Instagram advertising a great way for small businesses to test their marketing strategies without putting too much capital on the line.

Advanced Testing Capabilities

Facebook and Instagram ads allow you to track impressions, clicks, and conversions to determine which messaging resonates with your audience. Meta’s insights and metrics allow you to:

• See which ads are performing best. Track reach and impressions, engagement rate, and website clicks.
• Understand which ads are most engaging. See when someone views or screenshots one of your advertisements and how many likes, shares, comments, and reactions it receives.
• Learn which ads are most effective at driving conversions. This data is often more important than impressions or engagement since it shows how effectively your ads converted viewers into customers.

What You Can Expect from Us

Facebook and Instagram ads can increase brand awareness and drive business growth. But if you’re not using them to their full potential, you’re not getting the most from your investment.

We can help you create ads that work. Here’s what we can do for you:

• Identify your target audience: Who are they? What types of messaging do they respond to? Where do they hang out online?
• Find the best time and place to reach them: When will they likely be online? When will they be most receptive to your ad?
• Develop a strategic plan for using Facebook and Instagram ads in your marketing mix.
• Help you choose which types of campaigns are best for your business.
• Create high-quality ads that get results.
• Measure results and optimize accordingly.

Ready to Get Started?

When used effectively, social media marketing can provide a powerful boost to the growth of your company and your bottom line.

Call us at 717-381-5385 or contact us today to get started!