Social Media Advertising

Social media advertising comes down to three key components that are tweaked & tinkered within a social media strategy to deliver the desired results from the campaign.

1. Audience - To run a successful social advertising campaign, you need to know your ideal customers. By creating buyer personas, you ensure that the campaign targets prospective customer segments with the right messaging with a high degree of granularity.
2. Effective Content - Advertising on social media platforms works best when you use highly visual attention-grabbing photos, videos or other graphic elements with minimal ad copy & engaging headlines that are easily understood & value-oriented. Social ads also use keywords & a clear CTA (call-to-action).
3. Budget - The final essential element once you have your ideal prospect identified & relevant, targeted ads created is to set your advertising budget & campaign duration, which can be from a single day or even a “lifetime” limit. Social ads use a bidding model for keywords & target demographics. Based on your bidding & budget, the platform will serve your ads directly onto the timelines of the most relevant users. Carefully analysing results data can help optimise your ROI versus ad costs & refine your campaigns.

Social media advertising allows advertisers to take advantage of the user demographic information collected by social media platforms to hone their ads to appropriate audiences. Prospects can be isolated using hundreds of parameters, from demographic data (such as age, gender, income, education & marital status) to browsing preferences, interests & social behaviour.

The ability to use advanced targeting on social media makes it a potent tool for prospecting. In addition, a company's social media is increasingly the first contact a potential customer has with their brand. As such, it should be seen as an essential part of your multichannel marketing mix & the possible start of a sales funnel that can be used to create strong connections while driving conversions & repeat purchases.

Most major social media networks offer advanced targeting options for advertisers to increase personalisation & relevance. Advanced targeting may include:

• Interest: Targeting people that have expressed an interest in your industry, product, or a competitor
• Behavioural/Connection: Targeting people connected to your social media page, app, group, event, etc.
• Custom or Tailored Audiences: Targeting by uploading your existing CRM data such as email mailing list, phone numbers, user IDs, or usernames into a social media network to target ads directly to them on Twitter or Facebook.
• Lookalike: Acquire new customers by targeting people similar to your current users, customers & followers.

Social advertising is not a one-size-fits-all proposition; there are no fixed ad prices; instead, advertisers bid for keywords & prospect segments. The more competitive the market you wish to reach, the higher your bid will need to be to win an impression on a target’s timeline. Zeemo can develop a tailored strategy to give you maximum return based on your requirements & provide advice on how to set a realistic social media marketing budget.

Yes, Zeemo is a full-service creative digital marketing agency; our Melbourne in-house creative team includes professional copywriters, graphic designers & photographers who can work with you to produce high conversion social media ads & assets that portray your unique brand.

No, while we can do most of the elements of a paid social media advertising campaign when it comes to responding & engaging directly with your audience, you will need to appoint an in-house staff member to communicate on behalf of your brand.