A guide to social media ads

Friday 16th December 2022

Billions of people worldwide, more than half of the population, are currently active on social media.

As a result, advertising on social media is very popular as it enables businesses to connect with this huge audience in a user friendly, cost-effective way.

It is an excellent platform to promote your products as it enables campaigns to be customised to appeal to a broad range of consumers all at the same time.

To advertise effectively however it is important to understand how it works, so we’ve put together a guide on social media ads that we hope will help:

What is a Social Media Ad?

If you use social media, you may have spotted the ‘sponsored’ advertisements that crop up regularly in your feed. This is an advert that has been paid for by a business currently targeting you.

Almost all successful companies use social media as an advertising platform and it has become an important tool to find new customers and target new markets.

It is however extremely competitive and it is important to know how these adverts work so you can maximise your ability to use them effectively.

If you want to advertise on social media, it is worth considering all the platforms available to gain a clear idea of what each one represents in the market. You can then decide which ones are likely to be more beneficial to your particular business.

The benefits of advertising on social media include:

1. Brand awareness

Having a presence on social media means you are creating an awareness of your brand, allowing it to be visible and fresh. Whether you are a new company or an established one, the benefits of brand awareness on social media platforms provide you with a great opportunity to introduce yourself to a new audience and generate more leads and sales.

2. Brand loyalty

People love being part of a community and social media can provide that for them. Promoting your products and services is only part of it; advertising on social media is an opportunity to connect with customers by sharing experiences, encouraging dialogue and generating loyalty to your brand.

3. Improved conversion rates

Social media platforms provide ad management tools for you to use to ensure your adverts reach people showing an interest in your business. With focused targeting, your conversion rates will be improved and engaging in a positive, fun way with your audience will make it more likely that your content will be shared, driving more traffic to your site.

4. Low-cost adverts

It can be a cost-effective way to advertise. Many operate using a pay per click or per view pricing model so you only pay if someone has clicked or watched your advert.

5. Analytics

Social media platforms hold lots of data on their users and you can leverage these sources to build up a picture of your audience. What products have they engaged with in the past and what communities are they part of? This information enables you to target your audience with improved accuracy so the content you deliver can be personalised towards a particular demographic and behaviour.

Things to be aware of

It will take time to learn how to get the best out of your social media ads and to develop techniques that enable you to target your audiences appropriately.

Though advertising on social media is becoming increasingly popular, it may not be the best tool for everyone - it is important to weigh up its pros and cons.

Be careful with data, it must be handled correctly to protect the security of your customers and your business.

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