In an online world of endless new content, it can be difficult to stand out from the noise. Incorporating a paid media strategy into your social efforts will get you heard—using a paid media agency will take this one step further.
Let’s start with the basics.
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What is paid media?
In a social media context, paid media is where you pay for ad slots within social media platforms. Paid media has a few advantages over owned and earned media. Paid advertising is scalable, trackable and offers instantaneous results. Brands can target specific audience demographics, interests, locations, incomes and more. Paid media allows brands to do more than just target ideal customers, but also uncover valuable audience insights.
Why should you use a paid media agency?
When it comes to social media advertising, it can be difficult to stay up-to-date with the ever-changing algorithms. A paid media agency will have a team of certified experts who live and breathe social media advertising. This team will work with you to create an airtight paid media strategy that will help you reach—and exceed—your social media goals.
Here are a few tips to get the most out of your next paid social campaign:
1. Set realistic goals
Before launching a paid social campaign, it’s important to set realistic goals. Do you want to increase brand awareness? Generate more leads? Drive traffic to your website? Once you’ve determined your goals, you can start to measure your success. Your goals will also dictate how you execute your overall strategy, so make sure your whole team understands your goals inside, out.
2. Know your audience
It’s important to know who you want to reach with your paid social campaign. Defining your target audience will help you determine which platforms to advertise on, what type of content to create and what time of day to post.
Social platforms offer a variety of demographic segments to target, but you still need a baseline understanding of your audience in order to select the right segments to target.
3. Create compelling content
Your paid social ads should be visually appealing and tell a story that resonates with your audience. The best way to capture attention is by using strong images and video—which are more likely to stop scrollers in their tracks.
Be sure to include a call-to-action (CTA) that encourages users to take the next step, whether it’s visiting your website, signing up for your newsletter or downloading your app.
4. Test, test, test
It’s important to test different aspects of your paid social campaign to see what works best for your brand. Try different ad formats, CTAs, images, videos and copy to find what resonates most with your audience. Once you’ve found a winning combination, you can replicate your success moving forward.
5. Keep an eye on the competition
Keep an eye on what your competitors are doing on social media. Take note of the content they’re sharing, the hashtags they’re using and the type of paid social ads they’re running. Use this information to create a more effective paid social strategy for your own brand.
6. Measure your success
The best way to measure your paid social campaign’s success is by looking at your return on investment (ROI). This metric will help you determine whether your campaign was successful in meeting your goals. To calculate your ROI, simply divide your total investment by your total sales.
By following these tips, you can create a paid social campaign that will help you achieve your social media goals. Working with a paid media agency will take your campaign one step further, ensuring that you reach your target audience and exceed your expectations.
