Which Social Network Is the Best Use of Your Advertising Dollars?

Marketing Trends Online Digital Concepts

THE FIRST PUBLISHED AD APPEARED IN THE BOSTON HERALD IN 1704. IT WAS A LISTING ADVERTISING A PIECE OF PROPERTY FOR SALE.

ADVERTSING EVOLVED FROM NEWSPAPERS TO PHONE BOOKS, TO DIRECT MAIL AND TO RADIO AND TELEVISION ADS.  ALONG CAME THE INTERNET AND THE INTRODUCTION OF BANNER ADS, SPAM E-MAIL, AND POP-UP ADS.

WHEN GOOGLE TOOK OVER, THINGS CALMED DOWN A BIT WITH THE ADVENT OF ADWORDS.  AND MORE RECENTLY, MUCH TO OUR CHAGRIN, ADVERTISING HAS BECOME AVAILABLE ON MANY OF THE SOCIAL MEDIA PLATFORMS.

IN THIS ARTICLE, I’M GOING TO PROVIDE AN OVERVIEW OF THE AD OPPORTUNITIES ON 6 OF THEMAJOR PLATFORMS: TWITTER, FACEBOOK, LINKEDIN, PINTEREST, YOUTUBE AND INSTAGRAM.

TWITTER

WITH OVER 300 MILLION ACTIVE USERS, TWITTER IS A GREAT PLATFORM TO CONSIDER WHEN ADVERTISING.

CAMPAIGN OBJECTIVES:

  • INCREASE ENGAGEMENT ON TWEETS – LIKES, RETWEETS, REPLIES
  • WEBSITE CLICKS OR CONVERSIONS
  • APP INSTALLS OR APP ENGAGEMENTS
  • VIDEO VIEWS
  • INCREASE FOLLOWERS
LEAD GENERATION

ON TWITTER, YOU CAN TARGET BASED ON LOCATION, GENDER, HASHTAGS, INTERESTS AND FOLLOWERS OF OTHER PEOPLE (PERHAPS A COMPETITOR OR AN INFLUENCER).  THE TYPES OF INTERESTS ARE NOT AS SPECIFIC AS THEY MIGHT BE.

COST OF ADS – $0.75 – $2.00 PER CLICK OR NEW FOLLOWER

FACEBOOK

LAST YEAR, IN JUST THE THIRD QUARTER ALONE, FACEBOOK MOBILE ADVERTISING BROUGHT IN OVER 3.4 BILLION IN REVENUE. FACEBOOK ADVERTISING IS HUGE.

CAMPAIGN OBJECTIVES:

ON FACEBOOK:

  • GROW PAGE LIKES
  • GET RESPONSES TO A FACEBOOK EVENT
  • WATCH A VIDEO
  • INSTALL AN APP
  • CLAIM AN OFFER
  • LEAD GENERATION (MOBILE PLACEMENT ONLY)

    OFF FACEBOOK:

  • SEND PEOPLE TO YOUR WEBSITE
  • SEND PEOPLE TO YOUR WEBSITE (WITH SOME EXTRA CONVERSION MEASUREMENTS)

    COST: $0.15 – $2.00 DEPENDING UPON CAMPAIGN

LINKEDIN

LINKEDIN ADVERTSING IS MORE EXPENSIVE BUT PRODUCES MORE QUALIFIED LEADS.

OPTIONS:

  • CREATE AN AD
  • SPONSORED CONTENT – ONLY AVAILABLE FROM COMPANY PAGES
YOU CAN TARGET BASED ON JOB TITLE, NICHE GROUPS, DEMOGRAPHICS AND LOCATION.
COST: $2.00 – $8.00 PER CLICK

PINTEREST

PINTEREST ADVERTISING IS ONLY AVAILABLE TO THOSE WITH A BUSINESS ACCOUNT. IT’S EASY TO CONVERT A PERSONAL ACCOUNT TO A BUSINESS ACCOUNT, SO IF YOU’RE INTERESTED IN ADVERTISING, YOU MAY WANT TO DO THAT.
CAMPAIGN OBJECTIVES:  
  • IMPRESSIONS
  • ENGAGEMENT – LIKES, COMMENTS, REPINS
  • CONVERSIONS – MUST ADD A SNIPPET OF CODE TO YOUR WEBSITE
YOU ARE ABLE TO TARGET BY KEYWORDS AND DEMOGRAPHICS.
COST: $0.25 – $1.00 OR MORE PER CLICK.
*VIDEO ADVERTISING IS COMING SOON.

YOU TUBE

YOU TUBE HAS OVER A BILLION MONTHLY ACTIVE USERS AND IS OWNED BY GOOGLE SO IT’S DEFINITELY A GOOD OPTION WHEN CONSIDERING ADVERTSING.
OPTIONS:
  • IN STREAM – PLAYS BEFORE OR DURING A VIDEO. VIEWERS CAN SKIP THE VIDEO AFTER 5 SECONDS. YOU PAY ONLY IF 30 SECONDS OF YOUR VIDEO WERE WATCHED.
  • IN SLATE – VIEWERS ARE OFFERED A CHOICE OF ADS TO WATCH. IF YOURS IS SELECTED, YOU’RE CHARGED. THESE APPEAR IN VIDEOS THAT ARE LONGER THAN 10 MINUTES.
  • IN SEARCH – THESES VIDEOS SHOW UP AT THE TOP RIGHT CORNER OF THE SCREEN WITH SUGGESTED VIDEOS. YOU PAY WHEN VIEWERS WATCH.
  • IN DISPLAY – THESE VIDEOS ARE EMBEDDED CONTENT ON OTHER SITES. YOU PAY WHEN THE AD IS WATCHED. 
THESE ADS ARE SLIGHTLY MORE COMPLEX TO SET UP. YOU CAN TARGET BY INTEREST, DEMOGRAPHICS AND KEYWORDS. 
COST: $0.05 – $2.00

INSTAGRAM

INSTAGRAM IS THE NEWEST OF THELARGER PLATFORMS TO OFFER ADVERTISING TO THE PUBLIC AND IS MANAGED THROUGH THE FACEBOOK ADS MANAGER.
THEY ARE DISPLAYED IN THE USER’S INSTAGRAM FEED AND ARE THE ONLY POSTS THAT HAVE A CLICKABLE LINK WITHIN THE POST. 
CAMPAIGN OPTIONS:
  • LINK TO WEBSITE OR PAGE
  • INSTALL OR ENGAGE WITH AN APP
  • LEARN MORE
TARGETING IS SIMILAR TO FACEBOOK AD TARGETING.

You are able to advertise on Instagram without an Instagram account. You must have a Facebook page though.  If you don’t have an account, you will be able to see the comments and likes, but you will not be able to interact with the people who leave those comments.

*DO NOT INCLUDE INSTAGRAM AS AN OPTION WHEN SETTING UP A FACEBOOK AD. INSTAGRAM ADS SHOULD BE DONE SEPARATELY. THE IMAGE SIZE IS DIFFERENT AND THE COST PER CLICK WILL BE MORE EXPENSIVE WHEN COMBINED WITH A FACEBOOK AD.

WHICH SITE IS BEST TO USE?  ASK YOURSELF THESE QUESTIONS:

  • IS MY TARGET AUDIENCE THERE?
  • DO I HAVE A PRESENCE THERE?
  • IS THE PLATFORM IN MY BUDGET?
  • DO I HAVE A STRATEGY FOR LEAD GENERATION VIA THAT PLATFORM?
HAVE YOU TRIED ADVERTISING ON ANY OF THE SOCIAL PLATFORMS?  WHAT HAS BEEN YOUR EXPERIENCE?  IF YOU HAVE ANY TIPS, I’D LOVE TO HEAR THEM.  COMMENT BELOW.

Website Audience Retargeting on Facebook – What You Need To Know

website audience retargeting graphic

 

We have grown to accept that Facebook is a pay-to-play space but many of us are still struggling with how to play AND how to decrease the amount that we need to pay in order to play.  I was SO excited to learn about website audience retargeting and how it could be used super effectively by anyone who has a website. Suddenly here is a tool that I could sink my teeth into.

If you have not heard of website audience retargeting on Facebook, I’m not surprised.  Not many businesses are using it yet although some big brands are (Target, Pepsi, Toyota, Gucci, MTV, Petco, Lexus and more). Those who are not using it are may be leaving money on the table. Studies have shown that only 2% of those who visit your website will become a customer. From the very recent One Fest, Jeff Bullas tweeted out that $4 trillion in sales is abandoned every year in online shopping carts! 63% is recoverable.  Website audience retargeting could aid in that recovery.

So what is website audience retargeting anyway? 

It’s a way to create highly relevant Facebook ads that are directed only to those people who have visited your website and expressed an interest in what you have to offer.

So, for instance, a person visits your website, checks out a certain page or product on a page and then leaves your website and at some point logs into Facebook (which is highly likely). You are then able to place an ad directly in front of them that relates to their behavior on your website!  You are able to track their behavior by placing a pixel on your website and creating website audience buckets.

Why is this important? 

Let’s say that Susie visits your website, notices your newest program on Raw Food Preparation. She checks out the sales page, clicks on purchase and for whatever reason, does not complete the purchase. Perhaps the doorbell rang, or one of the children needed her… or whatever.  The shopping cart is abandoned and you don’t get the sale.

With website audience retargeting, you now have a second chance.  You can create an ad that will be shown to Susie when she gets on Facebook. It might be a testimonial in praise of your new program or even a coupon code for a discount.

Another example: Jacob visits a website that sells used cars. While scrolling around he sees a white Toyota Prius and clicks on it. When Jacob returns to Facebook, the exact Toyota Prius can be placed in front of him on a Facebook ad.  You’ve seen this yourself from the big brands but now this is available to those of us with much smaller budgets.

With one client, a budget of $3.65 was used to target just 60 people and brought in over a thousand dollars in revenue. That is revenue that would have been lost without website audience retargeting.

 

Why Facebook?

  • Only 19.4% of Americans are unable to access their Facebook account at work
  • The average user spends 21 minutes per day on Facebook
  • There are 1.39 billion active monthly users
  • Facebook just introduced friend-to-friend payments (buying within Facebook will happen)
  • Facebook has the largest psychometric data base on the planet

Other ways that you can use the Facebook pixel and website audience retargeting:

1. a person who visits your website but does not sign up for your newsletter

2. a person who purchases a product who might enjoy a partner product

3.  a person who once visited your website but has not returned in some time

4.  to gather information in order to create a look-alike audience of your website visitors

5.  to obtain audience insights: psychographic and demographic data such as male vs female, age, income, etc.

“Retargeting can dramatically reduce your overall advertising costs and make every ad dollar 3 to 5 times more effective!”  ~ Jesse Jameson

Even if you don’t plan to use Facebook advertising right now, you’ll want to add the Facebook pixel to your website and create some audience buckets so that data from your website can be collected.  Then when you ARE ready to set up some ads, you’ll have a large enough audience in your bucket to work with.

If you need help with adding the pixel to your website or setting up your buckets or running your ads, contact us for a quote. We’d be happy to help.

Image credit: Used with permission of Jesse Jameson