Social Network Advertising

Introduction to advertising in digital media

Fundamental concepts of online advertising

The fundamental concepts of online advertising are the essential pillars that anyone who wants to understand and use digital advertising should know. Here are some of the key concepts:

1. Online advertising: Product promotion of products, services or content.
2. Advertising platforms: Tools to create and show online ads.
3. Hearing segmentation: direct advertisements to specific user groups.
4. Keywords: Terms that activate ads in search engines.
5. ROI (investment return): MEASURE OF ADVERTISING EFFECTIVE IN RELATION TO COSTS.
6. CTR (click-through rate): percentage of clicks on an ad.
7. CPC (Cost per click): Pay for each click an ad.
8. Impressions: number of times an ad is shown.
9. Conversion: Desired action by a user after clicking in an ad.
10. Display advertising: visual ads on websites and applications.
11. Search advertising: ads in search results.
12. Remarketing: Strategy to show ads to previous users.
13. Landing Page: page to which the user is addressed after clicking in an ad.

Understanding these fundamental concepts is essential to make the most of online advertising and create effective campaigns in the digital world.

search engine advertising page ; Enter, find out and learn the similarities and inequalities.

Social Network Advertising

Main platforms for social networks advertising

These platforms stand out for being the same ones that give the option to advertise, these are the main platforms for social networks advertising are:

1. Facebook Ads: Facebook offers a wide range of advertising options that allow you to go to specific audiences based on demographic data, interests and behaviors. Includes ads on Facebook, Instagram and Audience Network.
2. Instagram ADS: Instagram, owned by Facebook, is a popular platform for visual advertising. The ads may appear in the Feed of News, Stories or IGTV.
3. Twitter ADS: Twitter allows you to promote tweets, accounts or trends to increase visibility and engagement. It offers segmentation options based on interest and keywords.
4. LinkedIn ADS: LinkedIn is ideal for advertising aimed at professionals and companies. The ads can be directed according to the industry, the position, the company and other labor data.
5. YouTube ADS: YouTube advertising includes video ads that can be displayed before the videos, during them or on the home page. It is an effective platform for visual content.
6. Pinterest Ads: Pinterest is ideal for visual and lifestyle products. The ads are presented in the form of sponsored pins and can be directed to specific interests.
7. Snapchat ADS: Snapchat focuses on the youngest audience and offers ads in video, lens and geophils format to reach a compromised audience.
8. Tiktok Ads: It allows companies to promote creative content through native ads and sponsored challenges.
9. Other platforms: In addition to those mentioned, there are many other regional and specific social media platforms that can be relevant to certain audiences and objectives.

The choice of the platform depends on your objective audience, marketing objectives and type of content. Each offers unique segmentation tools and advertising formats to adapt to various advertising strategies.

Creation of effective ads in RRSS

To create effective ads on Facebook, Instagram, Twitter and LinkedIn, follow these basic principles for all platforms:

1. Precise segmentation: Use segmentation options to reach your objective audience according to demography, interests and behaviors.
2. Attractive visual content: Use high quality images and videos that capture attention and reflect your message effectively.
3. Clear and concise text: communicates the value of your offer directly and uses an appropriate language for each platform; The good if brief, twice good.
4. Action call (CTA): Includes a clear and relevant CTA, it is very important because we want to invite the audience to take action.
5. Remarketing: In cases where you have worked or you want to try to renew the "spark", it is good to direct ads to people who have already previously interacted with your brand or content.
6. Optimization for mobile devices: Make sure your ads and your website are compatible with mobile devices.
7. Active interaction: it is basic, the more interaction, the better. It responds to users' comments and messages to promote participation and trust.
8. Relevant hashtags: On Twitter and LinkedIn, especially use hashtags related to your industry to increase visibility.
9. Informative content: On LinkedIn, create ads that are informative and relevant to your business audience.
10. Testimonies and success cases: incorporates social tests to increase credibility on all platforms, people like to see that there are people on the other side of the screen and not only letters and statistics.
11. REGULAR PUBLICATIONS: Complement your ads with valuable content and regular updates on your company page to maintain the connection with the audience (3 publications a week is fine, more of that is saturating).

These principles are essential to design effective ads on these social media platforms and achieve successful results in your advertising campaigns.

Audience segmentation and content strategies.

Before creating ads, clearly define your target audience, you have to meet your audience for this. Use demographic data, interests, behaviors and location to adapt the content of your ads to the preferences and needs of your audience. Use messages that solve your problems or satisfy your wishes.

Take advantage of the advanced segmentation options offered by platforms to reach specific niches. This may include segmentation by educational level, income and in some cases, civil status.

Visual content, such as images and videos, usually works better on social networks. Create attractive and high quality content, whether useful, entertaining or educational for your audience (value content). This may include tips, tutorials, success stories or fun content, all related to your brand. In addition, it encourages interaction with surveys, questionnaires, contests and questions. This increases the participation and retention of the audience.

Finally, it establishes a regular publication calendar to maintain consistency and presence on social networks.

Measurement of advertisements on social networks.

Normally this quantifiable data can be given by the platforms themselves, but there are applications such as Metricol , which help you organize and get reports.

But you should have clarified points before starting to get reports, these are:

1. Establishment of clear objectives: Before launching your ads, define specific goals, such as conversions, clicks, scope or engagement.
2. Key metric monitoring: Metric supervises such as CTR (click proportion), CPC (Cost per click), ROI (investment return), conversion and scope rate. These metrics will help you evaluate the success of your ads.
3. Continuous learning: Analyze performance data to identify which strategies and contents work better and adjust your approach accordingly.
4. Real -time optimization: If you notice that an advertisement is not working as expected, make real -time settings to improve your performance.

The combination of precise segmentation, content strategies and a performance measurement will allow you to create advertisements in social networks that reach the appropriate audience and generate significant results.

Measurement and analysis of results

Interpretation of key metrics

The interpretation of key metrics in digital marketing is essential to make data -based decisions and improve campaign performance. Here I will explain some key metrics (some sayings already, but essential) and how to use them:

1. CTR (click -though rate - click rate): The CTR measures the effectiveness of an advertisement by calculating the percentage of people who click on it after seeing it.
2. CPC (Cost per click): The CPC represents the average cost you pay every time someone clicks on your ad. You can reduce the CPC optimizing your keywords, improving the quality of your ad and adjusting segmentation.
3. ROI (Return of investment): ROI is an essential metric that evaluates the profitability of your investment in advertising. It is calculated by dividing profits for total investment. A positive ROI means that you are generating more income than you are spending on advertising.
4. Conversion rate: The conversion rate measures the proportion of visitors who perform a desired action, such as completing a purchase or filling a form.
5. Backing rate: The rebound rate indicates the percentage of visitors who leave your website after seeing only one page. A high rebound rate may point out that the destination page is not relevant or does not offer what visitors expect.
6. Impressions: Impressions represent the number of times your ad is shown. Although impressions may indicate the visibility of your ad, they do not always translate into actions.
7. Customer acquisition cost (CAC): The CAC is the average cost of acquiring a new client through your marketing efforts. Calculate the CAC dividing the total marketing cost by the number of new customers obtained in a specific period.
8. Session duration: This metric shows how long visitors spend on your website. A longer session duration usually indicates a greater commitment and better user experience.

By understanding and analyzing these metrics, you can make informed decisions to optimize your digital marketing strategies and improve the performance of your campaigns, which will help you achieve your commercial goals more effectively. Make decisions based on these data to improve performance.

Continuous optimization and strategy adjustment

Continuous optimization and strategy adjustment are essential practices in digital marketing and online advertising. This implies constantly monitoring the performance of your campaigns and taking measures to improve the results. Here you have the order to continue for your complete optimization:

1. Data analysis: Use analysis tools to collect data on the performance of your ads and campaigns, to understand what is working and what needs improvement.
2. Budget optimization: Adjust your advertising budget as a function of performance. You can increase investment in campaigns that generate good results and reduce or stop those that are not working.
3. Segmentation refinement: Check and adjust your segmentation options to reach more relevant and receptive audiences, so that your ads are displayed to appropriate people.
4. Platform evaluation: Consider the effectiveness of the different advertising platforms you use. It may be necessary to redistribute your resources towards those that offer a better return on investment.
5. Content update: Keep your ads and updated content to prevent them from becoming obsolete.
6. Trend monitoring: Stay aware of trends and changes. Take advantage of the new characteristics and opportunities that arise.
7. Hearing feedback: Listen to comments and feedback from your audience. Learn from your interactions and preferences to adjust your strategies and improve user experience.

Continuous optimization and adaptation are crucial to maintain long -term success in online marketing. By constantly adjusting your strategies based on emerging data and trends, you can maximize the impact of your campaigns and achieve optimal performance on the digital world in constant evolution.

Ethics and good practices

These would be the most important points when it comes to taking into account ethics regarding social networks advertising, any breach can not only carry a sanction, but to leave a bad image to your ad, to your company and your service and/or product.

Responsibility and online advertising regulations: complying with regulations and being transparent in online advertising is essential to avoid sanctions and maintain public confidence.

Avoid clickbait and advertising fraud: It is important to avoid the use of deceptive headlines (clickbait) and fraudulent practices, since they harm the experience of the user and the integrity of the campaigns.

Building a positive online reputation: promoting a good online reputation implies responding to comments, managing crisis with professionalism and being authentic, which strengthens the public's trust and loyalty towards the brand.

Conclusion

And these would be the most important points when we talk about social networks ads: the main concepts to be known, the content, where to do it, segmentation, analyze data, the creation of content, optimization and good practices to be carried out to prosper in your own market.

In addition, in Gowtech we have the availability and knowledge of all these tools available to combine with each other and to optimize, position and publicize their company, customers will arrive alone. Any questions contact us!

Thank you very much for reading and for your time!