Convert More with Social Ads!

Instagram, Facebook, YouTube, TikTok… today, internet users spend a lot of time on social networks to check the pages of companies they like and form opinions about their products and services. In fact, globally, there are over 4.2 billion internet users on social networks. Fully embedded in the daily lives of prospects, customers, and businesses, social networks represent a real business opportunity. To boost the effectiveness of their content and reach a wide audience, companies can use Social Ads! What are the advantages of Social Ads or advertising for your company? Why use Social Ad campaigns in your digital marketing strategy? Trustt provides you with advice on how to generate more leads on social networks and move your prospects and customers more quickly to your website’s product pages to generate conversions.

What are Social Ads or Sponsored Ads?

Many companies are already present on social networks! Indeed, positioning yourself on any social network allows you to develop your visibility, create connections and improve listening to your customers, prospects, to speak in a more human and spontaneous way to your audience, to deepen communication with your target, to generate traffic to your website’s product pages and ultimately, to make conversions…

As a company present on social networks, you have certainly implemented an inbound marketing strategy. You regularly publish high-value posts to introduce your product or service offering to your audience members and redirect them to your website’s product pages to convert them into customers. Know that on social networks, your publications can be organic or in the form of advertisements. This is what we call Social Ads!

Social Ads or sponsored ads are advertisements distributed on social networks.

These differ from your usual organic content because you have the ability to:

• Precisely target your audience (customers and prospects) and address them with specific communications;
• Increase your reach, that is, the scope of your publications and thus reach a wider audience;
• Integrate call-to-action (CTA) buttons that will encourage your prospects and customers to click on them and redirect them to your website’s product pages, which allows you to push your prospects and customers a little further in their purchasing journey;
• Measure your results and optimize your social ad campaigns so that they are as effective as possible and meet your marketing objectives.

You can use these Social Ads in addition to a Google Ads marketing strategy to boost your website traffic and generate maximum conversions on your product pages.

Social Ads are part of a Social Media strategy and more broadly a digital marketing strategy. The major advantage of Social Ad campaigns is that you can communicate with and reach prospects and customers worldwide in just a few clicks. Finally, know that you don’t need to invest a considerable budget to promote your content with Social Ad campaigns unlike Google Ads.

How to Create a Sponsored Ad (Social Ads)?

Perhaps you have already launched a display campaign on Google Adwords to promote your products and services and boost traffic to your website? If this is a first for you, know that ad campaigns on social networks work similarly, but in a simplified version!

Here are the key steps to follow for Social Ad campaigns.

• Choose the Right Social Network for Your Ad Campaign

First, choose the most relevant social network to reach your target. Each social network has its specificities and type of audience! Moreover, each platform has its own functioning, but generally, the creation of an ad (Ads) or sponsored ad is similar on each network.

• Define Your Marketing Goals to Achieve Through Launching Your Ads

What is the main objective of your Social Ads advertisement or announcement? Clearly defining your objective will allow you to address the right message to the right audience.

Your Social Ads campaign objective can be to:

• Generate leads;
• Promote your content and generate traffic to your website’s product pages;
• Increase your online sales;
• Launch a new product;
• Develop your visibility and brand awareness among a wider audience;
• Reach a new target audience of prospects;
• Convert your prospects into customers;
• Etc.

Depending on the social network on which you wish to launch a Social Ads campaign, you will need to select a campaign and/or ad objective when creating your Ads campaign in the ad manager settings.

• Select the Right Targeting for Your Social Ads

For your Social Ads campaigns to be effective, you must of course precisely define your targeting. What are the characteristics of the audience you wish to reach (geographic location, gender, age range, interests, audience that has or has not already interacted with your brand, etc.)?

This step is very important to make your ads as effective as possible! Your targeting criteria must be carefully thought out and as precise as possible to achieve your marketing campaign objective.

Once you have determined your target in the ad manager settings, you have an indicator that gives you an overview of the potential reach of your ad, that is, the number of prospects or customers your Ads campaign can reach.

• Determine the Type of Format and Placement of Your Ad

On Facebook and Instagram, for example, you will also have to choose the placement and type of format you want for your ad (Ads), that is, exactly where you want your ad to be seen by internet users: news feed, stories (Instagram), shopping formats, InMail (LinkedIn), right column (Facebook), banner (YouTube), etc.

Note that on Facebook, you can create one group or several groups of ads per Social Ads campaign.

• Define a Budget for Your Ads/Announcement

As with creating an AdWords campaign on Google, you need to determine the budget you want to allocate to your ad. On Facebook, for example, you will have to choose between a daily budget or an overall budget. In your campaign settings, you can also control your bid costs to precisely define how you want to spend your budget.

To properly manage your ad campaign budget, know that as with Google AdWords, your targeted advertising campaigns on social networks can be based on the number of clicks by internet users on your ads. This means that you spend your budget only if an internet user interacts with your ad (click, share, likes, tweets, comments…).

• Create an Adequate and Quality Ad to Convert Your Target

Once you have finished programming all the technical specifications of your campaign, it’s time to create your ad, also called Social Ads.

In some cases, you will need to define the visual, then insert the text and the redirection link of your ad where you want your target prospects or customers to click. For example: the page of your new product on your website.

The quality of the visual and wording is key and will be of utmost importance! They must be attractive and especially in line with your targeting if you want to get the maximum number of clicks from internet users on your ad and achieve your marketing campaign objectives.

Finally, all you have to do is validate and schedule (date and time) the launch of your advertising campaign on the chosen social network.

• Monitor the KPIs of Your Ads Campaign

Throughout your advertising campaign, it is strongly recommended to monitor your marketing results to measure the performance of your ad. If your Social Ads are not working as you wish, if your marketing objectives are far from being achieved, if you are not getting the desired conversion rate, you should not hesitate to stop it.

This way, you can optimize your ad to make it more effective and avoid wasting your budget unnecessarily.

Moreover, at the end of each Ads campaign, you can measure the results of your actions according to specific key performance indicators.

Here are different audience indicators to follow:

• Number of impressions of your ad on the selected social network,
• Reach rate of your ad and frequency of “Ads (reach and frequency for display campaigns help determine how many internet users have seen your ads and how many times they have seen them over a given period),”
• CPM (Cost per Thousand),
• CPC (Cost per Click),
• Click-through rate on the ad by internet users,
• Evolution of the number of fans/followers on your account,
• Number of interactions obtained with your audience (likes, comments, etc.),
• Number of internet users who visited your website pages after clicking on your ad,
• Conversion rate (number of conversions generated on your website from your Social Ads campaign),
• Etc.

By analyzing these results, you will know whether your marketing campaign objectives have been achieved or not. You will have a clear view of the quality of your ad and which elements of your Social Ads are working and which need to be optimized to generate more conversions on your website.

You now know more about what social media advertising, also called Social Ads, is. You also have all the keys in hand to use Social Ads in your digital marketing strategy, achieve your objectives, and generate results and maximum conversions on your website’s product pages. So, are you ready to get started?