Paid Social Ads for Small Business
Pay-per-click advertising can be tricky. Many keywords that get the most clicks are expensive for small local businesses to utilize, and when you pay for a pricey click you’d hope that you’d get a sale. But that’s not a guarantee. Paid social advertising isn’t a guarantee either, but it is a less expensive (and easily targeted) way to use your business’ advertising budget. Many brands use this form of marketing to distribute their content – such as blogs, infographics, eBooks, videos, contests, etc. When considering how to spend your advertising dollars, think about these three types of paid social ads:
Facebook Promoted Posts – Paying to promote your posts allows your content to be shown higher in the news feed to increase the likelihood of it being seen. Promoting posts is also inexpensive – and like PPC ads, you can set your campaign budget, add a graphic and custom headline. When you pick your target audience, you can choose gender, location, age, and even interests.
Twitter Promoted Posts – Similar to Facebook promoted posts, Twitter allows you to promote certain tweets. You can target by location, interest or gender. For this social ad, you choose the maximum bid you’re willing to spend per follow or click, and you only pay when people click, follow, retweet, reply or favorite your promoted tweet.
LinkedIn Ads – This ad allows you to display a headline, up to 75 characters for a description, your company name, a URL and an image. Targeting options to consider are job title, job function, industry, company size, location, gender, age, company name, or LinkedIn group. After choosing your budget, you will only be charged for clicks or impressions. For the best success, highlight special offers, white papers, free trials or demos, or special offers. Strong calls-to-actions are encouraged, and choose a specific target audience.
If you’re not sure where to begin, think about what you’re trying to accomplish. Many strategies that utilize all three social ads consider Facebook to build a brand awareness and a social dialogue, Twitter to gain new followers, and LinkedIn to generate new leads and sales.
Do you use social ads? Tell us about your success stories in the comments!
-Alyssa : )
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