23 Jul Tips for More Effective Social Media Advertising | Social Media Marketing
When it comes to social media marketing, advertising has become more and more important. This is because organic reach is getting lower and lower on Facebook, the prime social media platform, and can be hard to come by on other platforms like LinkedIn.
To play, you’ll have to pay at some point. But it’s okay, because social media advertising can give you tremendous reach and conversions. It’s something you should incorporate into your strategy at some point.
To help you boost the effectiveness of your paid advertising campaign, here are some social media marketing tips.
Boost Your Relevance Score
Google AdWords has something called Quality Score – the score Google gives to your ads. The higher the score, the more relevant your ads are, and the less expensive they become per click.
Facebook’s version is called Relevance Score. It’s on a scale from 0 to 10, with 10 being the best. The higher the score, the more impression share and the lower cost per engagement.
You should try to boost your Relevance Score by:
- Being specific with your targeting
- Refreshing your ad periodically
- Test different versions to find the best-performing one
- Using images and videos
Increase Your Twitter Quality Score
Twitter has something similar to Relevance Score that is also called Quality Score. They use this to adjust your bid, so a higher score means cheaper ads. There are three metrics that determine QS for promoted tweets:
- Relevance (how relevant your tweets are to your target audience)
- Resonance (how many engagements you get per tweet)
- Recency (how timely and fresh your tweets are)
To boost QS for Twitter, tweet often, make sure your content is laser-focused on your audience, and include hashtags, images, and links that boost engagement.
Pay Attention to Demographics
Demographics are hugely important when it comes to advertising. Fortunately, you can take advantage of demographic targeting on Twitter and Facebook that goes beyond what you can find with Google AdWords.
Twitter, for example, offers a wide range of categories, such as:
- Charitable donations
- Family position
- Household size
- Length of residence
- Marital status
- Net worth
There are tons, similar to Facebook. Pay attention and use these often. Demographic targeting helps you increase relevancy and get more focused traffic, which results in higher conversions (which ultimately is more impactful).