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Week 5: Paid social media campaign - Coggle Diagram
Week 5: Paid social media campaign
Managing a social advertising budget
ad spend
ad spend is how much your company spends directly on advertisements.
Paid social Tools
Social media management software
Social listening and analytics software
Photo and video editing programs
Stock photography and video subcriptions
Influencer marketing platforms
An influencer marketing platform is software that provides influencer discovery tools such as large searchable databases of potential influencers.
Content creation
Photography
Graphic design
Video develoment
Copy writing
Management task
Stragegy
Content planing and publishing
Social listening
Engagement
Analytics and reporting
The value of paid ads on social media
An influencer-generated content
, which is any post created by an influencer that promotes a brand's product and services.
Paid social media
involves displaying paid ads or sponsored marketing messages on social media platforms to target a specific audience. Examples of paid social media include pay-per-click advertising, branded content, and influencer-generated content.
Its benefit
Increase brand awareness
Reach your audience quickly
Target your most relevant customers
Increase your remarketing capabilities
Re-marketing
is a process of displaying paid ads to customers who have visited your website, app or social media profile.
Both organic and paid media help
Gain customers and followers
Promote your brand
Conduct audience research
Boost top-performing organic content so it reaches more people
Target ads to
a lookalile audience
A lookalike audience
is composed of people with similar demographics and behaviors who haven't yet been introduced to your brand.
Optimize ads with A/B testing
A/B testing
involves comparing two versions of an ad to determine which has the higher conversion rate.
Remarketing ads on social media
Target your social advertising
Develop a paid social media strategy
Define your objective
Determine who your audience will be.
Choose your platform
Define your campaign length
Set your campaign budget
Develop and upload
creatives
Any content that can be promoted in a campaign, such as text, images, GIFs, or videos
Goal: Maximize awareness
Best format: Video
Advantage: Transfer maximum amount of information in a short amount of time
Goal: Maximize clicks
Advantage: Combine with a compelling call to action
Best format: Static image
Goal: Maximize conversions
Advantage: Combine with a click-to-purchase call to action
Best format: Static image
Goal: Maximize app downloads
Best format: Video
Advantage: Provide instruction on how to use the app
Goal: Maximize engagement
Best format: Video
Advantage: Tell stories that draw people in
Ad formats, then specifications
After you have identified the ad format(s) you want to use, choose the social media platforms and look up specific requirements for each.
Search for the specifications for the ad formats you have chosen on those platforms.
https://www.coursera.org/learn/from-likes-to-leads/supplement/J8Tkz/ad-formats-on-social-media
Pixel-based remarketing
sends ads automatically to the user after placing a cookie into their web browser that tracks the pages and products they viewed.
A cookie
is a small file stored on devices that allow you to track user behavior and analyze traffic.
List-based remarketing
uses lists of existing customers or visitors who have provided you with their email address and shows specific ads to them.
Hashing
is a security method which turns the personal information in your email lists into randomized code.
Custom audiences
allow you to create relevant remarketing campaigns to reach highly-specific groups of people by uploading your own email lists of existing customers and followers.
Remarketing best practices
Personalize your ads
Remarket to pass purchasers
Limit the frequency of your ads
Untag visitors who have purchased
Create an effective call to action in your social ad
Writing a call to action
Use clarity
Use action words
Use urgency
Use your brand voice
The cost of advertising on social media
A bidding strategy
A bidding strategy tells how much you will pay for each user action related to an ad.
Your bidding strategy will depend on the goal of your ad campaign, your advertising budget, and other factors, such as market research.
CPC
Advantages of CPC
Cost - effective: u just pay when someone click
CPC is a great strategy when you want to drive traffic to your website.
CPM
The amount u pay for every 1000
impressions
an ad receives
When a piece of content is displayed to your target audience
Advantages of CPM
Raises brand awareness
Delivers specific messages
Increases engagement
CPA, or Cost Per Action or Cost per Acquisition
CPA is the amount you pay when someone completes a desired action.
Advantages of CPA
Cost nothing up front
Increase revenue and conversions