Ultimate Guide On Social Media Paid Promotion For Small Businesses

Business Guides Ultimate Guide On Social Media Paid Promotion For Small Businesses

Ultimate Guide On Social Media Paid Promotion For Small Businesses

Whether you are starting your small business or looking forward to boost your business through paid promotion, social media ad comes with a learning curve to adapt.

Organic reach is not sufficient to scale your business. High competition might let your brand reach to your target audience.

If you are trying Social media advertisement for the first time, all you need is step-by-step guide taking you through the whole process easily.

So here is the detailed guide on running social media ads for various social media platforms.

Table of contents

Different Types Of Social Media Advertisement 

Social media advertising or paid promotions offer you a hyper-fast way to reach out to your target audience. 

It also offers you to specifically customize your target audience. You will be in total control on what kind of people will be watching your advertisement. 

Not to mention how it gives you the advantage to do A/B testing with your promotional strategy. 

This is not possible with traditional advertising or even other forms of digital promotional practises. 

 All the significant social networking platforms such as Facebook offers their respective paid promotion or advertising options.

guide on social media paid promotion

However, you don’t have to use all of those platforms to do the promotions, at least maybe not all at once. 

It is important to decide where you want to place your ads. Your focus should be what social media platforms will be apt for your target audience. 

What kind of content will naturally suit a platform?  

For example, TikTok is a platform quick to grow and easily reach a massive generic audience if that’s what you aim for. 

Here are different types of social media ads you need to look for and how you can run Ads as well.

How To Do Paid Promotion On Facebook? 

The Facebook Ad campaigns help you achieve three different types of objectives, ie. awareness, conversion, and consideration.

What’s the primary benefit with Facebook is you can reach out to the 2.45 billion monthly active users across different demographics. 

Facebook is an ideal platform to engage with a huge pool of users with customized targeted options. It is widely consumed by teenagers, youngsters and also adults as well. 

Different Types of Facebook Ads 

Image Content

Image Facebook Ads 

Image Source: Uhuru Network

The simplest form of Facebook Ads to get started with, is surely the Image Facebook Ads. You just need a compelling and relevant image to attract the target audience. 

Image should represent what you are talking about and also can be blended with text and graphics to make it more informative. 

But you don’t have to make it boring since it is just an Image Facebook Ad. 

Actually, it gives you an opportunity to come up with a creative image or graphic that pulls your audience right in. 

Video Facebook Ads

Image Source: DigitalMarketer

Carousel Ads 

Image Source: Business 2 Community

A carousel Ad is a series of more than 2 and upto 10 images to tell a story, showcase your product or provide information about the services you offer. 

It allows you to bait the audience to slide to the next image, and hence towards the end of the carousel. It is amongst the most popular formats of Instagram posts. 

You can use Carousel Ads to tell about your product or services in detail and a much more engaging or entertaining way to hook the prospects longer. 

Video Poll Ads

Image Source: Search Engine Journal 

Video Poll Ads are the mobile-only ad format that offers an interactive element to your target audience. 

It is relatively a new form of Facebook paid advertising where it is proven to be more effective in brand awareness than regular video ads. 

Slideshow Ads

Slideshow Ads allows you to create a short video from various media sources such as still images, text, graphics and other short video clips.  

You can even select stock photos from the Facebook Ad Manager directly to create these slideshow video ads.  

These Ads are more vibrant, dynamic and in-motion, like a video so more likely to grab attention. 

And at the same time it uses 5 times less bandwidth than a video. So it loads fast even on people with slow internet connections. 

Facebook Stories Ads

Image Source: Buffer

According to a study, it was found that 72% of youth do not rotate their phones to watch a widescreen video. 

There comes the popularity of stories, and stories are basically full-screen vertical video advertisements to promote your product. 

Customers can swipe up to reach the landing page to buy your products, or services or any other CTAs. 

Collection Ads

Image Source: Instapage

Collection Ads allow you to present five products so customers can click on it to purchase. These Ads are offered only for the mobile devices. 

These kinds of ads are paired with Instant Experiences making people buy your products. They don’t have to leave Facebook to make the purchase. 

Due to this, online shopping experiences become hassle-free and easier, especially for those who don’t have fast internet connection. 

Messenger Ads

Image Source: DigitalMarketer

Facebook Messenger Ads gives you the pool of 1.3 billion people who are using the messenger every month. 

You can create an ad by simply selecting the Messenger as an Ad placement while you are customizing it. 

These Ads feature CTAs that lead a prospect to a one-to-one conversation with the Facebook page. 

Step by Step Guide To Set up a Facebook Ads Campaign  

primary objective of facebook ad campaign

Step 1 :  Setting up goals for your Facebook Ads 

Before you create your Facebook Ads for the paid promotions, it is significant to address why you are advertising in the first place and what you want to achieve. 

You need to set some goals for your Facebook Ad in order to really measure your success with a certain set of metrics.  

For example, if you want to increase your sign ups for membership with your Facebook Ad campaign, you can set like 1000 sign ups for the first month. 

Now, since you have set your goal for the first month, you can see whether you are able to accomplish it or not. 

There can be various examples of goals that you can set for your Facebook Ad campaign such as : 

  • To generate new leads 
  • Increase your website traffic from your Facebook
  • Boost your Facebook page engagement 
  • Sell your course, program, or product
  • Enroll for membership 
  • To increase the number of attendees to your event
  • Increase the reach of your content 

Step 2:  Create an account with Facebook Ads Manager 

Before you get started with Facebook Ad Manager, first you need to create an account with it. 

The Ad Manager is a well-managed sophisticated dashboard along with an overview of all the features of your campaign. 

You can see the dashboard reflecting the number about how much you are spending each day. 

It allows you to create a custom overview of your results. Everything is organized in columns to distinguish different ad campaigns over time. 

Facebook’s Ad manager dashboard makes the reporting easy to grasp even with a quick look. There you see the reach, cost, frequency and other factors as well. 

Now, remember you cannot run Facebook Ads through your personal Facebook profile, you need to have a business page. 

Here are following steps to setup your Facebook Ad Manager

  1. Go to www.facebook.com/business/tools/ads-manager
  2. Click on the button “ Go to Ads Manager” 
  3. Confirm your business information to set up the ad account page. 
  4. Setup your payment method. 
  5. Save changes 

Now, you can start with Facebook Ad Manager to create your Facebook Ad campaign.

 

Step 3:  Go To Facebook Ad Manager 

Image Source: Buffer

To create and manage your Facebook Ads, you need to reach out to the Facebook Ad Manager. 

It is a tool or dashboard for customizing and managing your Facebook Ad campaigns under one roof. 

You can access your Facebook Ad Manager through : 

  • Via direct link  – www.facebook.com/ads 
  • Click on ‘Manage Ads’ in the drop-down menu of your facebook profile.
  • Click on any of the CTAs at your Facebook page. 

Once you open the Facebook ad manager, reach out to the menu at the left-hand side of your Facebook page. 

Now, to start with your very first Facebook ad, click on the green button situated at the top-right corner of your facebook page. 

Step 4:  Deciding Your Objective 

It is essential to decide your objective for a Facebook ad. Deciding and selecting your objecting for the respective Ad you’re creating gives it a quantifiable goal to achieve. 

On the Facebook page, you will have various marketing objectives to choose from. 

These objectives are categorized in three segments which are Awareness, Consideration and Conversion. 

Awareness 

Selecting an objective from the ‘awareness’ category means you want to utilize the facebook ads to create awareness for your products and services.  

These kinds of objectives are to generate interest in your product or services. 

  • Boosts your posts
  • Promote your page
  • Reach people near your business
  • Increase brand awareness
  • Increase your reach

Pro Tip:  According to Moz, you can use $1 per day to boost your audience growth by around 4,000 new visitors. 

Consideration 

These objectives focus on making users start thinking about your brand and make you a great alternative for them. 

  • Send people to a destination on or off Facebook 
  • Get Installs of your app
  • Raise attendance at your event
  • Get video views
  • Collect leads for your business

Conversions 

Objectives in this category are about encouraging people to be interested in your brand for purchasing or consuming a service

  • Increase conversions on your website
  • Increase engagement in your app
  • Get people to claim your offer
  • Promote a product or catalogue 
  • Get people to visit your shops 

Once you opt for your objective, then you will see the option to name your paid promotion campaign. 

Step 4 : Defining Your Audience 

Image Source: Blog.hootsuite

Defining your audience is amongst the most crucial aspects for a successful Facebook Ad campaign. 

You need to customize the audience depending upon various targeting options.

The targeting options with the Facebook Ad Manager are quite vast including options such as  

  • Location 
  • Gender 
  • Education
  • Languages
  • Age
  • Financial
  • Parents
  • Home
  • Ethinic Affinity
  • Behaviours
  • Connections
  • Interests
  • Politics 
  • Relationship
  • Work
  • Generations
  • Life Events

There are even advanced customization options to help you for much more focussed targeting. 

It helps you include or exclude people depending upon various factors. 

You can also use a custom audiences option to retarget the prospects with higher chances for the conversion.

Step 5 :  Setting up your budget 

Once you have chosen your target audience, you need to decide how much you are spending on the ads.

Image Source: Wordstream

There are two options for budgeting your Facebook Ads available to opt from. Either you can go for the daily budget or their lifetime budget for the ads. 

Also, what you need to understand is the number you are choosing for your budget, the figure will represent the maximum amount of money you want to spend on your ad campaign.

Daily Budget :   Daily budget allows you to run the ads continuously throughout the day. It is basically the average budget that you will spend everyday. 

Lifetime Budget:  If you want your Facebook Ads to run for a specific time limit, you must opt for lifetime budget.  It is the maximum what you will spend during the lifetime of your advertisement campaign. 

There are further advanced options to further specify your budget for the ad campaign. 

Schedule

You can actually schedule your Facebook Ad campaign. With a schedule option, you can choose whether you want to run your ad campaign now and continuously or on customized dates. 

So there is an option to customize the start and end dates of your campaign. It allows you to set when, till when, and how long your ads will run. 

Optimization & Pricing 

This advanced customization option allows you to control the bidding on objectives, impressions or clicks. 

It allows you to bid for ads to be shown to only those who are more relevant to you, and at best, your core target audience, more prone to convert. 

So you will be spending more carefully with this customization option to achieve your desired results, however, maximum bidding won’t be in your control here. 

In case you do not want Facebook to decide your optimal bids, you can choose for manual bidding. 

It will allow you to gain full control on how much you want to pay per task, result or action completed.  However, you do get a suggestible big to go for. 

Delivery 

There are two types of deliveries you get here, first is standard and other one is accelerated. 

Standard delivery allows you to see the ads throughout the day whereas the accelerated delivery helps you to reach out to your targeted audience faster. 

The accelerated delivery is specifically for the time-sensitive advertisement where it requires the manual bid pricing. 

Step 6 :  Create your own ads 

This is when your real task begins, to create your own Facebook ad. 

To start with, you will decide how your ad will appear, what image or video it will show and also what text it will contain. 

Remember, you can use 90 characters only for the text information that will appear on your image or video. 

You also have to decide how your ad overall looks. And that depends upon your objective. 

 There are two different ways to create your adverts. First is to use existing posts and second is to create new. 

Create Advert Using An Existing Post 

Image Source: Inventive Exposure

You are actually boosting your existing post and converting it to an ad. 

This existing post might already be doing well, so it makes more sense to push the reach of this post further. 

To create an advert using an existing post, just select the ‘ Use existing Post’ option from your Facebook Ad Manager’s dashboard. 

You can choose which particular post from a page that you want to convert into an advert. 

Create a New Advert

Image Source: Disruptive Advertising 

You can also choose to create your advert from scratch. Ad campaign allows you to create new ads on the basis of different formats. 

There are around 5 total formats that you can use for creating a new advert. 

Single Image: You can create upto 6 different variations of your advert using just one image. 

Single Video:  Create your ad using one particular video 

Slideshow: This will be a loop video ad using upto 10 images. 

Canvas: Canvas allows you to create your ad more immersive and around the story using different images and videos. 

Carousel:  You can create an ad using 2 more images or videos in a scrollable format. 

Step 7 : Ad Placement 

Image Source: Buffer

Ad placement is about where your adverts will be shown. Facebook Ads allows you to choose from different locations where you would want your advert to appear. 

Your adverts might appear on desktop News Feed, mobile News Feed or the right column. You can also make the ads appear on Instagram. 

There are also Facebook recommendations using their default placements depending upon your objective. 

It helps to optimize Facebook placement to achieve the best potential results at the cheapest overall average cost. 

Here are some options depending upon your objectives for the campaign : 

  • Boost your post: Facebook & Instagram
  • Increase brand awareness: Facebook & Instagram
  • Increase website conversions :  Facebook 
  • Get installs on your app: Facebook & Instagram
  • Get views on video: Facebook & Instagram  

Step 8: Place Your Order 

So, that will be all, to run your Facebook Ads! Now, just submit to your Ad by clicking the “Place Order” button located at the bottom right-hand corner of the page. After your submission, the ad will be reviewed by Facebook before it will be live. 

Step 9: Monitor your Advert Performance 

Once your Facebook ads are running, you need to assess how it is working out for you. It is essential to monitor your advert performance through the performance metrics. 

Here are some key metrics to examine the progress of your Facebook Advert 

Engagement:  It further includes metrics like page engagement, post engagement and page likes deciding the engagement factor of your ad campaign. 

Performance:  You can analyze the result over time graph of your campaign including other metrics such as impressions, frequency, reach and results. 

Clicks: It will give you more on the responses of prospects through your campaign including metrics such as unique clicks, CTR and CPC. 

Videos:  The metrics allow you to know how many views your video is getting along with other metrics such as average percentage of video views. 

Events: You can also customize to include metrics like cost per event responses and event responses. 

App: You can further utilize the feature using included metrics such as credit spends, app installs, cost per app engagement, app engagement and mobile app actions.  

Website: There are various metrics for the website to analyze such as all the website actions, purchases, add to cart, payment details and many more.  

Where To Place Your Facebook Ads?

Image Source: Social Media Examiner

What is Facebook Ad Placement?

Facebook allows you to place your ads in different places. You can customize the placement of your ads depending upon your campaign objective. 

Your Facebook Ads can appear on Facebook, Instagram, Messenger or/ and Audience Network as well.  

So you get these multiple platforms and within these, there are different sets or series of platforms to choose from. 

Currently, there are a total of 15 different placement options. These placement options are grouped on the basis of how people perceive or approach these platforms. 

For example, if you want to show your ads in the stories section of social media platforms, you will find platforms such as Facebook stories, Instagram stories etc in the ‘Stories’ section. 

Facebook News Feed 

When you opt for News Feed placement, your ads will appear in the news feed of the desktop or mobile. 

You will find the ‘Facebook News Feed’ option in the Feed section of Ad placements. 

When you hover over the option, you will see an example of Facebook News Feed Ad. It will give you an idea how your ad will appear in this placement. 

It is one of the most effective and popular original placement options amongst advertisers. 

It is also comparatively expensive as per CPM ( Cost per mille) that is how much it will cost you per 1000 ad impressions. 

Instagram Feed  

Your ads will appear in the Instagram feed whether they are using it via laptop, desktop or mobile. It works for both apps and web browsers as well. 

Instagram Feed placement is the second most effective option, especially if you can identify your target audience on Instagram. 

It works really great along with Facebook Feed ad placement to achieve the best results. 

Facebook Marketplace

Facebook Marketplace is comparatively a new ad placement as compared to other ad placements. 

Your ad will appear particularly on the Marketplace homepage or timeline of Facebook. It can also appear in the search results. 

Ads in the marketplace also will appear in the Facebook News Feed. The marketplace ad is not currently possible to just particularly appear in the Marketplace.

Facebook Marketplace ads are basically for local deals from low-price items to mid-price items. 

So, it isn’t a placement for high-value items or service-based businesses.  

Facebook Suggested Videos 

If you choose for the Facebook Suggested Videos ad placement for your Facebook Ads campaign, your ads will appear in video feeds on Facebook. 

It will specifically appear in the suggested videos feed and also the Facebook Watch feed. 

This kind of ad placement option is great if you publish a lot of video-based content, and that to a cold audience. 

Facebook Right Column

Facebook Right Column is the least utilized placements. It appears in the right column on Facebook. 

Your ads will appear on the desktop while browsing across Facebook.

This Facebook ad placement is an ideal use for remarketing campaigns targeting the audience that are more with buying-intent. 

This ad will only appear on the desktop whereas if your reach is more on mobile feed, this won’t be an ideal ad placement for you. 

Messenger Inbox 

Messenger Inbox Feed Placement is the placement where your ads will appear on the Messenger Home tab. 

You will see these ads in between the conversations. However, these ad placements haven’t received as much response as the feed ad placement. 

It is also because messenger inbox ads can be more intrusive. These ad placement are more one-to-one kind of nature rather than the ad placements in news feed. 

Stories

Stories are another category where Stories ad placement for Facebook, Messenger and Instagram. 

Stories ad placement are basically one of the most underpriced placement for Facebook and Instagram.  

Instagram originated the stories feature for the first time, and then it got adapted further by Snapchat and Facebook. 

These ad placements recommend full-screen vertical media such as images and videos appearing one by one consecutively when switching stories. 

Facebook In-stream Videos 

Using Facebook In-stream video placement, your ads will appear either before, after or during the video content. 

Video content is more popular than ever, offers better engagement rate and higher ROI.  

Since, In-stream content becomes more prominent, it is obvious to get an ad placement slot in the streaming videos as well. 

It allows you to place your 5 to 15 seconds video ads while watching videos. 

Messenger Sponsored Messages 

First of all,  you should not confuse Messenger Sponsored Messages ad placement with the Messenger inbox ad placement. 

This particular placement ad is basically creating message ads to be sent to the person. The ad appears in the inbox of people’s messenger as a message itself. 

It ideally targets the warm audience who have already engaged with retailers or businesses via messenger at some point of time. 

Facebook Instant Articles 

It falls under the contextual space category of ad placement on Facebook. 

These forms of ad placements are basically native-looking ads organically embedded in some form of contextual settings such as articles. 

In simpler words, it means an ad within a valuable piece of content. And that’s what goes with Facebook Instant Articles ad placement. 

You have to understand that this ad placement works more for the hot audiences who are more in the action zone for either getting information, buying or taking up membership etc. 

However, it does hamper your engagement rate but it’s all good if you are targeting an hot audience for instant CTRs. 

Facebook Audience Network Placements

In the Apps and Sites category, you will find the Audience Network ad placements on Facebook. 

There are three options to choose from such as Native, Banner and Interstitial. These are actually the ideal ad placements similar to Google Advertisements. 

Next option is Audience Network rewarded videos and placement where  people will get some reward such as app, in-app currency or any other item in exchange of watching the ad. 

How To Do Paid Promotion On Instagram?

Step-by-Step Guide For Creating An Instagram Ad

To get started with advertisements on Instagram, you first have to turn your Instagram profile into an Instagram Business account. 

Then, you need to connect your Instagram account to your Facebook business page. 

There are two different methods to connect your account with a business page on Facebook. 

Method 1 : Convert your Instagram profile into a Business account via App

  • First login to your Instagram account using a mobile device. 
  • Click on the Setting icon
  • Select ‘switch to Business Profile’ from the drop-down option there.
  • Connect your Instagram account to your Facebook page
  • Provide info such as contact number, email and address 

Once you have completed the procedure for converting your Instagram profile to a Business account, it takes no time in the conversion. 

Instagram business page allows you more features and customization as a business. 

Your contact info will appear on your profile, so prospects/customers can connect to you. 

Also, there will be options for creating ads and doing post promotions along with access to the insights. 

Method 2:  Use Facebook Page to convert your Instagram profile to Business Account

  • Login to your Facebook account.
  • Open your Facebook business page
  • Select ‘Setting’ located at the top-right corner of the page. 
  • Click on ‘Instagram’ from the menu at the left-hand side.
  • Select ‘Log In’ to connect your Instagram account to Facebook page.
  • Enter contact information. 

Now your Instagram profile will be upgraded to a Business account, also connected to your Facebook Business Page. 

How To Use Facebook Ads Manager To Create Ads On Instagram?

You have already learned how to run Facebook Ads through Facebook Ads Manager. 

Well, to create Instagram Ads using Facebook Ads Manager is similar as creating ads for Facebook. All the steps we have learnt earlier will be similar except the Step 7. 

Step 7 is about deciding the ad placement where you also get the option to place the ad on your instagram feed. 

However, your customization targeting a specific set of audience on Instagram and type of content will also vary when you opt for a different platform. 

Still, let’s overview the steps in the fresh perspective of creating an Instagram Ad through Facebook Ads Manager. 

Step 1 :  Go To Facebook Ads Manager 

Image Source: Corporate 3 Design

To get started, just login to your Facebook account and Select ‘Create Ads’ from the drop-down menu located at the top-right corner. 

Step 2:  Create New Campaign

Image Source: Wordstream

It will take you to the Facebook Ads Manager. Once you are there, select the ‘ Create New Campaign’. There are two options i.e Guided Creation and Quick Creation. 

Here we will go for the ‘Guided Creation’ option to create Instagram Ad campaigns through Facebook Ad Manager. It is best for people who are starting out with. 

Step 3: Select an Objective

There are three different sets of objectives for creating Instagram Ads in Facebook Ads Manager.  Then, you further opt for objective fall into these three categories. 

  1. Awareness –  Brand Awareness and Reach are the two objectives in this category where it helps to generate interest for your business amongst people. 
  2. Consideration – Objectives in this category makes people think about your business. It basically informs about your offers, product or services.
  3. Conversions –  These objectives are dedicated for people who are interested in your business where it finally convinces them for purchase. 

Step 4 :  Setting Up An Ad Account

Once you opted for your desired objective, you need to set up your ad account. Setting up your ad account with Facebook Ad Manager is very quick and easy.

You just need to opt for currency, your country, and the time zone before you proceed. 

Step 5:  Defining Your Audience 

Image Source: Social Media Examiner

It is very important you select your audience right for your Instagram Ad campaign. 

The Facebook Ad Manager provides you various target options. You can also save your audience customization for retargeting later. 

There are various demographic factors on the basis of which you can customize your audience for targeting. 

You can also target custom audiences depending upon email addresses, contact number or collected lead generations. 

There are other targeting options to define your audience such as locations, interests, groups, behaviours, age, gender and much more. 

Step 6:   Place Your Instagram Ads

Image Source: Business 2 community 

There are two ad placement options you get here – ‘Automatic Placements’ and ‘Edit Placements’ whereas Automatic Placements is a recommended option for users. 

‘Edit Placements’ is the option for users who want to place their ads only on Instagram. When you click on it, you will get to choose from multiple options. 

Image Source: Falcon.io

There are various options under Facebook and Instagram. You have to deselect the ‘Facebook’, ‘Messenger’ and ‘Audience Network’ option. 

Now, when you scroll down, you will find ‘Stories’ and ‘News Feed’ in the Instagram column. 

Step 7:  Decide your budget

Image Source: Helen Owen Marketing Enterprises 

You will get the option ‘Daily’ or ‘Lifetime’ budget under the Budget and Schedule. This option will let you opt for how much you would like to pay for your ad campaign. 

Also, You can decide a budget for the overall ad campaign on the lifetime basis as well. Further there are options to select a start date and end date for your campaign. 

Step 8:  Create & Customize Ad

Image Source: Revive.social

When you are creating your first ad, you need to opt for either ‘Create a New Ad’ or go for an ‘Existing Ad’. 

Complete your Ad Identity from your Facebook page or Instagram account where you must make sure it is connected. 

Then, opt for the format. You’ve already learned the known formats on the Facebook Ad Manager i.e  Single Image Ad, Carousel Ad, Single Video Ad and Slideshow Ad. 

Choose any of these formats depending upon what suits your goals and target audience.  

Further you need to customize your ad through these following factors : 

  • Selecting Image(s):  Choose the image or images to upload for your Instagram Ads.
  • Write Caption:  Caption will be the text part of your ad here. Make sure it is effective, informative and relevant to the post and your brand.
  • Mention Your Website URL:  It is important to add your website URL or a specific URL where you want to send the traffic.
  • Put a Call-to-Action:  Select a relevant call-to-action that supports your advertisement goals. 

Pro Tips For Instagram Ads 

Refine Your Instagram Ad Content 

It is essential your Instagram Ad content communicates well with your target audience or the prospects. It should be to-the point and resonate with them. 

So focus on how you are communicating your core message. Figure out whether you are saying it casually or formally. 

Understand the tone as well whether it is more warm and friendly or more like corporate straight-face messaging. 

There is a consistent underlying message that goes everytime to your audience. You need to focus on that. 

Make sure it is relevant and resonant with your brand and surely it should be consistent with every message or piece of content you put out there. 

Image Source: Nike 

For example:  Some brands come out as inspiring. They focus more on messaging about inspiring people. Such as Nike, their brand product content around inspiration. So it is necessary to find out what your brand stands for. 

Create Your Own Hashtags 

Hashtags are an integral part of Instagram. It surely helps you reach the relevant audience but more than that it focuses on brand awareness. 

Every popular brand uses their own unique hashtag to lead their ad campaigns. It’s important you create your own hashtags to build a community around it. 

Your hashtag should be simple, easy to remember and type. It must be something fun to remember. 

It must be compelling enough for even someone who doesn’t know about your brand at all to get interested in.  

For Example:  Coca-Cola ran a #ShareACoke campaign became one of the most successful ad campaigns ever. 

Using Text

What you need to understand is, the audio is muted on Instagram by default, and that’s why it is essential for brands to lead with visual or text-based content. 

The text helps you gain attention and helps the message communicate easily and quickly. It should be more than just the caption. 

You can also utilize dynamic text effects on the video or image-based content on Instagram for instant attention and messaging. 

It will also help you highlight what’s important. It needs to be short and impactful. 

However, make sure you don’t overwhelm the audience with too much text as it makes the video cluttered. 

Focus More On One Single Primary Objective 

It is important to focus more on a single goal. The primary objective for your Instagram Ad should be very clear and precise. 

Don’t try to do everything with just one Instagram Ad campaign. It is more likely that people will scroll over your ad if you are all over the place. 

If your advertisement contains too many selling points, products or objectives, it will feel more like the brand pitch. 

Your primary goal should be to create your advertisement targeting your customer base that is tailored for them only. 

Identify A Problem 

You should create your Instagram Ads identify the problem that targeted customers are having. The ad must show how your product or service helps to resolve it. 

When you identify a problem with your potential customer, you create an emotional bond with them. 

It makes your potential customer already intrigued on what they are offering to resolve the identified problems. 

Now your Instagram Ads stand better chances in the terms of response. 

Make it Look Less Like An Add 

Whether it is an image or video ad, it must blend naturally into your Instagram feeds so people can consume it conveniently. 

It must stand out but not as an ‘sale-sey’ or Instagram Ad but rather blend into other posts organically. 

Your focus should be to bring value to the customer through the ad post along with the intended promotion. 

Decide On Thumbnails Beforehand 

Facebook Ad Manager allows you to customize thumbnails in the ad campaign. You should decide on thumbnails early on to optimize Ad performance. 

You need to focus on planning the thumbnail while you are shooting the video or preparing for the video. 

Thumbnails help you more and more people to click on your ad. It boosts the engagement for your Ad.

Publish Product Teasers To Make People Buy 

If you want to sell more products through Instagram Ads, one of the best content to make that happen is product teasers. 

Create product teaser ads as they create great buzz for your product launch and will urge people to make purchases. 

You can promote your product teaser through Ad campaigns with CTAs to either land on your website or download an app. 

Make sure to not make it pushy, long or too much elaborated. It should be to increase excitement amongst people regarding your upcoming product. 

You can also attract people through early-on discounts as well. 

Lots of brands utilize this to launch their new products in the market and create a hype for it.  

Utilizing Organic Posts For Instagram Ads 

 If your Instagram content is valuable and customers find it engaging, then Facebook Ad Manager will be more likely to show that as an Instagram Ad to your prospects. 

First of all, you should focus on growing your audience through your organic posts. It will increase the chances of your success with Ads. 

It is important that you find organic content that’s working for you already to utilize it for the ad. 

It is actually the best way to find out what your target audience is interested in. 

You can just check the engagement rate per post on Instagram to find out the best potential content for Instagram Ad. 

 Track, Test & Analyze Instagram Ad Placements For Better Cost Returns 

Tracking and Analyzing what kind of Instagram Ads are bringing you the best result is a necessary step to improve your campaign. 

More than that, you need to find what Ad placements are significantly giving more returns in less cost. 

It is important you optimize your Instagram Ad campaign on the basis of the cost returns of the Ad placements. 

There are three different Ad placements for Instagram:  Instagram Feed, Instagram Stories, and Instagram Explore/ Search. 

Go to the Ad Manager, select a campaign and check the ads listed there. Open the Breakdown tool that you can spot left of the Reports button. 

Image Source: SocialMediaExaminer

Now you have to filter the results by option ‘Delivery’ option in the dropdown menu and further select the ‘Placement’. 

Image Source: SocialMediaExaminer

This set of results after filtration will allow you to see which Ad placements are driving the best results in your campaign. 

How To Do Paid Promotion on Twitter?

Types of Twitter Ads 

Promoted Tweets

Image Source: Marketing Land

Promoted Tweets are the twitter advertisements which are more blended in people’s timeline just like any regular tweet. 

The difference is these promoted tweets are paid to be shown to a certain targeted audience or followers of the advertiser. 

You can clearly see the “Promoted” label with these tweets but they are still open for like, reply and retweet just like a regular tweet. 

Promoted Tweets are a great option for small businesses because they do aggression promotions yet in a more organic approach from a user’s perspective. 

Image Source: Search Engine Watch

Promoted Trends are the kind of Twitter Ads you see a lot on the Trending Topics section of your Twitter. However, they are more popularly used by the large enterprise brands. 

These Twitter Ads are promoted as a  time-sensitive trending topics in various sections such as ‘Trending Topics’ and ‘Explore’. 

These are basically hashtag ads ideal to drive engagement for the brands through user-generated content on it. 

Promoted Accounts 

Image Source: Neil Patel 

Promoted Accounts are the type of Twitter Ads exclusively displayed to the users who are not following your account but might be interested. 

It is focussed to do more brand awareness and bring new prospects and customers in. These promoted accounts are often shown in the “Who to Follow” section of their search result pages. 

Promoted Moments 

Image Source: Smirk New Media 

Moments are basically the Twitter Stories! 

So, Promoted Moments are the Twitter Story Ads that shows up as a curated collection of similar tweets telling a specific story. 

This format allows brands to advertise the Twitter story Ads longer than 280 characters. 

Promoted-Only Ads 

Now, here you need to understand that Promoted Ads and Promoted-Only Ads are different. 

Promoted-Only Ads are displayed only to your specific targeted audience who are not currently following you whereas Promoted Ads will be visible to everyone like a regular tweet.  

Also, the audience can still engage with the brand on Promoted-Only Ads just like they can do with regular as well as Promoted tweets. 

Automated Ads

Image Source: TechCrunch

If you are new to Twitter Ads and don’t know how much to spend, you can totally go for Twitter Promote Mode. 

This mode automatically promotes your Twitter account and your tweets.  In this campaign, your first 10 tweets will be added to the campaign for promotions to a selected targeted audience. 

This is basically an “Automated” ad campaign where Twitter itself helps with your Twitter Ads. 

Step-By-Step Guide To Run Twitter Ad Campaign  

Step:1 Selecting Between “Promote Mode” and “Twitter Ads” 

The very first decision you will make in order to get started with a new Twitter Ad campaign is whether to opt for “Promote Mode” or “Twitter Ads”. 

Image Source: Hubspot

You need to decide on the basis of whether you want to promote your tweets individually or want to run an ad campaign for an objective. 

Promoted Tweets Vs. Twitter Ads 

Promoted Tweets are actually your tweets which are prompted to appear in Twitter search results and streams of specific users. 

Twitter Ads, you run under a customized Ad campaign that utilizes various tweets to achieve a certain goal or objective for your brand. 

Twitter ads are also shown to various places on twitter to make your brand reachable and discoverable for more people. 

For Promoted Tweets or with Promote Mode, you will pay a certain monthly fee for as long as you are promoting your tweets.  

If you just want to reach more people, it is a great investment for regular growth but if you want more power and customization, Twitter Ads are the way to go.  

Step:2 Setup Your Twitter Ads Account 

Image Source: Hootsuite

If you are going to use Twitter Ads for the very first time, you need to first set up an account. Log in to your Twitter account and go to www.ads.Twitter.com

It will ask you to enter your country and Time Zone, select and Click on ‘Let’s go’. 

Now you get the access to Twitter Ads Manager to create your ad campaign and further customize and manage it as well. 

It will also allow you to use various features such as tracking, analyzing and much more.

Step:3 Choose Your Objective For Twitter Ad Campaign

Image Source: Hootsuite

Next step for launching a Twitter Ad campaign, is to choose your objective. 

It is essential you to be sure about what you want to achieve with this Twitter Ad campaign. 

You will see the following options to choose from three different segments. 

Awareness 

  • Reach:  You want your Promoted Tweets to be shown to the maximum number of people. You will be billed for every 1000 impressions in this case.
  • In-Stream Video Views:  It allows you to run a short video ad at the beginning of video streams from premium content partners. 

Consideration

  • Video Views:  You can advertise your videos or GIFs where you will be billed for each video view.
  • App Installs:  Your objective also can be to promote your app for more installations. Here you will be billed per app installation. 
  • Website Clicks or Conversions:  You want more people to reach to your website through clicks on the Ad. You will be billed per click here.
  • Engagements:  This option focuses on increasing your engagement through promoted Tweets. Here you will be billed per initial engagement by a user.
  • Followers: This objective is when you want to build an audience on Twitter and increase followers. You will be billed for every new follower.

Conversions 

  • App Re-engagement:  Here you will re-target the user who already has your app and earlier used it. It will be billed for every first new click on the app. 

Step:4 Fill Up the Required Details For Your Ad Campaign

Image Source: Hootsuite

After selecting an objective to lead your Ad campaign, you will be asked to name your campaign along with other details. 

Fill up the start and end date for your campaign along with the budget you intended.  

There is no minimum budget to choose for the advertisement on Twitter. So you can start from as little as you like. 

So, Whatever budget you will put here, that will be the total amount you are willing to pay. 

Now you will further be asked to fill some details on the basis of what objective you have selected in Step 2. 

Suppose you have selected the objective “App Install”. In that case, you will be required to connect that application to Twitter, and then select the application in the dropdown. 

Step:5 Set Up Your Ad Group

Image Source: Hootsuite 

Once you fill in all the details, you will create an ad group within your campaign. 

Ad groups are individual ads where it consists of its own set of budgets, start and end times, audiences and other customization options. 

But all these individual ads will be operated under a single larger campaign. 

Image Source: Hubspot

You need to make sure that there must be at least one pre-created Ad group present at the left hand side of your Twitter Ads page. 

Select “Copy Ad Group” to create more than one Ad group. 

Step:6 Selecting Bid Type 

Go to the “Details” Tab in various Ad groups listed in the campaign. Here you need to enter all the details such as start and end time, budget and bid type. 

There are different ad placements on Twitter that will cost you differently. It depends upon your audience and ad placements where you ad will show up. 

You are allowed to choose different bid types to “bid” on the promoted ad placement. 

There are different three bid types to choose from. 

Automatic Bid 

Automatic bid is when Twitter bills you the most affordable or reasonable amount every time your audience engages with your Ads. So with Automatic Bid, you will be billed according to your budget and audiences. 

Maximum Bid 

Here you get complete control on how much money you want to invest every time your targeted audience engages with your Ad.

Target Bid

This kind of bid allows you to specifically decide the amount of money from your group’s budget that you would want Twitter to bill you every time the audience engages with your ad. 

Step:7 Select Your Targeted Audience 

Image Source: Hootsuite 

Next step should be to choose a targeting option to opt for the right audience for your Ad and optimize your budget for maximum results. 

First you can go for the demographic targeting defined by age, language, gender, location and technology. 

Then, you can further target the audience based on various factors such as behaviours, events, interests, behaviours and different keywords that people tweet about. 

To customize even more, you can also upload your own list of contacts or people to target. Once you get satisfied with the audience targeting, click Next. 

Step:8 Choose Ad placement & Launch Your Campaign 

Image Source: Medium

Once you select your targeted audience, you are all set to go for choosing the ad placement. 

Ad placement will decide where your Twitter Ads will be displayed to attract the targeted audience for driving the best results. 

After all this, review all your entries and options you have selected. 

Click ‘Launch Campaign’ to launch your ad campaign. 

Pro Tips For Twitter Ads 

Write Effective, Engaging and Concise Copy

It’s important to understand that you don’t need to use all the 280 characters for writing the copy for your Twitter Ad. 

Your focus should be to write concise, fast and effective as well. 

Remember that people scroll Twitter quickly, so just make sure you get to your point fast. Your Ad content should be scannable and easy to read on the go. 

You can write as least as just four or five words if that’s the suitable copy for your Ad. It requires to draw attention and hook people so they can go through the whole Ad.

Make sure your copy is creative, to-the-point and engaging for the targeted audience. 

Create a sense of Urgency 

A good advertisement is when your audience follows your given CTA(s) whether it is to install an app, visit your website or buy the product. 

So if you want to create a Twitter Ad that works, you need to make the audience act on your Advertisement rapidly. 

Do understand that even if a prospect gets engaged with your Ad doesn’t mean he or she follows through with your call-to-action.  

So you need to create a sense of urgency through your Ad copy or graphics. Targeted audience must feel that this opportunity window will get close to him or her if he or she doesn’t act now. 

That’s why you can use words like “Limited Time Only”, “Deals End on..” or “Only Few Times left” etc. 

This will help you to get far better conversion than regular Ads.

Make Your Business Easy & Clear To Understand 

You will be targeting Twitter users who are not following you. And that should be objective, to bring more and more prospects into your reach. 

So you need to make your Business very obvious to understand, even just by glance. Use more imagery, graphics, videos and logos to demonstrate what your business is all about. 

Even your bio must be easy to understand for a layman regarding what you sell or what you provide or how your business works in nutshell.  

The easier it will be for people to grasp your business, the better chances you will have to get the maximum engagement. 

Mention Clear Call-to-Action (CTAs)

It’s important you leave your audience with some task to do. Whether it is a piece of content or an Ad, you need to give a straight call-to-action to the users. 

CTAs are basically the objective that you want to achieve through the Advertisement. 

If you want people to click on the button to reach on your website for buying membership, then you need to clearly mention this CTA for them. 

It can be enrolling with your email address or installing an app, just make sure it should be direct, clear and easy enough for prospects to do. 

Use words like “Click Now”, “Visit”, “Install App”, “Buy Now” etc to direct the audience further. 

Make Your Ads Visually Appealing

Image Source: Social Report

Visual aspect of a twitter Ad is what attracts the audience to stop by while scrolling. 

You want the audience to hook by your Ad and engage with it, and that’s what qualifies as an effective visual Ad. 

The most common form of visual Ads is an Image Ad. Your image should be first of all relevant to your Ad but also attention-grabbing, something that stands out. 

Another great option is GIFs which generate interest in your Twitter Ad. GIFs refer to pop culture which is always interesting for people to engage with. 

Lastly you can go for videos. Video Ads offer high conversion rates if you make it to-the point and something that hooks your audience long enough. 

How To Do Paid Promotion on Pinterest?

Type of Pinterest Ads 

Promoted Pins

Image Source: HubSpot Blog

You will find Promoted Pins appear in the home feed of your prospects’s Pinterest account. They also can appear in the search results just like any other regular Pin.

Promoted Pins shows up to a targeted audience that you will customize accordingly. It will be boosted to maximize its reach way more than an organic Pin. 

They totally look or behave like the regular Pin except one can see “Promoted” labelled on those Pinterest Ads. 

Users will be able to pin them, save, share and common on them as well. 

The best part of “Promoted Pins” is when a user shares them, “Promoted” label goes away. After that, wherever it reaches, it will be seen as a regular shared pin.  

Promoted Carousels 

You can add two to five images in this pin to make it a carousel pin. It allows pinners to swipe through all the images to tell a story or demonstrate a message. 

Promoted Carousels are comparatively new to the ad campaign as it was first introduced in November 2018.  

Every card in a prompted carousel acts as a unique image so you can add different title, image, description and even landing web URLs to these. 

These are best if you have multiple products or various features about your website or product to demonstrate.  

So you can showcase more in just one pin with multiple links to expand your reach or website traffic. 

Promoted Carousels have proven to be really gamechanger in terms of increasing brand awareness through Pinterest. 

They also have around 32% higher Click-through rates as compared to other pins. 

One-Tap Pins 

All the Pinterest Ad options were changed in 2019 officially. It was migrated to a one-tap system. 

One-Tap system means that when a user just taps on clicks on your Pinterest Ad, it will take them directly to the landing page associated with it. 

Well, earlier it used to be a “Two-tap” system where when a user clicks, it results in a zoom-in. Now, it has changed, definitely for the better. 

It used to be a category, the “one-tap” system when it was earlier introduced but it is no longer a category now. 

However, it is essential to understand the difference and especially the behavior of Pinterest Ads when clicked once.

Promoted App Pins 

Promoted App Pins allow the Pinners to download your application directly through the Pinterest Ad, when tapped. 

These are basically mobile-only Pinterest Ad dedicated to promote your mobile application through Pinterest audience. 

It works great also because 80% of Pinterest traffic comes from mobile devices, so targeting for application installation on Pinterest makes more sense. 

Promoted App pins appear just like any other Promoted Pin where they are either linked to the Itunes app or Google play store app URLs.  

It just takes your prospects  to the app at the store to download it instantly. 

Promoted Pins are quite successful to run app installation campaigns and even very efficient in generating sales through applications.

Promoted Video Pins 

Promoted Video Pins looks and acts just like Promoted Pins except here you are using video instead of image. 

It appears in the home feed, “more like this” section and search results of Pinterest. These video pins autoplay when the user gets around 50 percent of it’s view on the screen.

Make sure you produce a video which even works great without the sound or do not depend much on sound. 

This is because most viewers watch these videos with sound off. Maybe use plenty of graphics and bold text to convey the meaning and attract an audience. 

There are two different sizes for Promoted video pins – Standard widths are just like the regular Pins whereas Max Width larger than that.

Step-By-Step Guide To Run Pinterest Ad Campaign

Step:1 Get A Pinterest Business Account 

You can convert your existing Pinterest account to a Business account or also can create an entirely new account for your business. 

Business account gives you flexibility and more features to customize your ad campaign. It also allows you to track, monitor and analyze the growth through various metrics. 

Step:2 Install the Pinterest Tag

It is important to install the Pinterest Tag before starting a Pinterest Ad campaign. When you will promote a tag, you will be able to track what actions people take after watching your pinterest Ad.  

It just gives you more insight and tracking through your promoted tags. 

Step:3 Select Your Campaign Goal 

Go to www.ads.pinterest.com  where you can start your Pinterest Ad campaign. To begin with your ad campaign, the first thing you will decide is selecting your campaign goal. 

Image Source: Hootsuite

You need to choose the goal that goes with your objective you want to achieve with this campaign. 

The campaign goal also helps you to analyze and find out whether you have achieved the desired result at the end of it or not. 

Here are the four objectives you need to choose from : 

  • Traffic:  This objective helps you gain high-quality leads and increase traffic on your website. Here you pay-per-click. 
  • App Install:  If you want to increase app installs on your application, this is the objective to go for. There are two different ways to promote app installs on pinterest is either you pay by installs or pay regularly adjusting your bids depending upon your given budget. 
  • Video Views:  If your objective is to build brand awareness through increasing the number of views on your video, then opt for this. Here you pay per 1,000 impressions.
  • Brand Awareness :  Clearly, you can opt this campaign goal to build brand awareness for your brand, make it more exposed to prospects. You have to pay per 1,000 impressions. 

Step:4 Decide Budget of Your Pinterest Ad Campaign 

Image Source: Pinterest Business 

 You will be asked to fill the Campaign details to proceed with it. Add the name of the campaign, set your daily as well as lifetime spend limit for the ad campaign. 

Further in the process, you will get to specify or customize more on pricing parameters. 

There’s an option that says “ Make this ad a carouse?”. So make sure you enable it if you intend to create a carousel ad campaign. 

This only works with opting “Brand Awareness” as your campaign objective. So different options can be available when you opt for other objectives. 

Step:5 Create An Ad Group 

You can either choose a pre-existing ad group or create a new one. Ad group is a container for all of your promoted pins. 

Image Source :  Adweek

You can assign different budgets, start and end date and target audience for each ad group. 

So it will help you to run multiple target audiences at the same time with different sets of customizations. 

Due to the Ad group, you can run multiple objective-driven ads within a single Pinterest Ad campaign. 

Step:6 Deciding the Target Audience 

Here you will be given different parameters and specifications to decide your target audience. 

Image Source: Pinterest Business 

You need to customize according to what set of audience you want to target for this particular ad campaign or ad group. 

You can target your audience through deciding location, age, gender, language, devices and much more. 

Step:7 Decide Ad Placement 

The best thing you can do is go with the default option here when it will ask you to select ad placement. However, you need to see whether your budget allows you or not. 

Image Source: LandingCube

If not, there are two more options where you can appear, where one is ‘Browse’ and other is ‘Search’. 

You can go for the browse option where your ads will appear in the home feed and related pins.  This ad placement is great for interest targeting. 

Search option is ideal when you are targeting keywords where your ad will appear in the search results of Pinterest. 

Step:8 Adding Interests and Keywords For Your Ad campaign

To customize your targeting more, you need to add interests and keywords to your ad campaign. 

Image Source: Hootsuite

Adding interests will help your ad campaign steer into the right direction. Selecting interest will help you target people with higher relevance and hence better conversion. 

Image Source: Hootsuite

Keyword targeting, also helps in reaching your ad to the people who are searching for something similar or relevant. 

This step improves your click-through rates, higher engagement and better conversion on your ad as well. 

Step:9 Set your budget & Schedule Dates 

You will be asked to enter the start date and end date of your campaign. 

Then, you need to decide your daily budget or the lifetime budget and enter the value in section “Add Group Budget”. 

The daily budget you set here will be the daily spending limit for your ad campaign or group.  

When you go for the lifetime budget, it will be that total amount you are willing to spend between your start date and end date. 

Make sure you re-check everything you enter here but it cannot be edited or changed later. 

Step:10 Optimization, Delivery & Pacing

 There are a couple of options you need to further optimize your ad campaign. You can start by entering the maximum bid for your Ad group. 

Image Source: Hootsuite

This maximum bid is also called target CPM rate where the minimum bids must be above $2. You can also decide the monthly frequency cap as well. 

With pacing, you get two options, one is Standard, another is Accelerated. The standard pacing here goes with your overall spending limit and duration of the campaign. 

The accelerated pacing works better when you are going for high impact campaigns allowing faster results. 

Now, you just have to pick what pins you want to promote. Click on “Pick a pin” to add pins to our ad group. 

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