What Is Social Media Advertising?

What is social media advertising?

Social media advertising is when you pay a company to have them advertise on behalf of you on social media. A lot of people associate social media advertising with things like Facebook and Twitter but the truth is, there are so many more platforms out there that you can advertise on.

Marketers on social media tend to focus a lot on Facebook, but there are so many more ads you can Target on Instagram, Youtube, or Snapchat. I will therefore be looking at how to sell on other platforms than Facebook. At a high level, you are looking to make money when someone sees your ad.

They won’t have to buy your product, but they will see your ad and might click through. The more profitable the ad is, the higher it will rank and get more clicks. You will roughly see a multiplier depending on the ad network (Samsung Audience Network, Adler Analytics, etc.). This means that an ad on Facebook will get 1.1x, but a post on Snapchat might get twice as much traffic!

The reason Facebook is so popular is because advertisers find them super easy to use and productive. They are able to target the people that they want in a targeted way and it can be hard for other ad platforms to compete with that.

There are lots of other variables to consider, like marketers’ budgets or how much technical knowledge they have, but I’d like to make a quick look at the main factors.

For budget purposes, my rule of thumb is: spend £1 per thousand impressions (cpi). This is a concept that gets re-introduced in a lot of places, including here:

Essentially, what this basically means is that if you’re running an ad campaign, think of it just like you would budget to spend on advertising a product and you would divide it into thousand “impression” points. 1 cpi is roughly £0.001 and increases as you go further out.

How do you know if your social media ad campaigns are successful?

The first thing you want to do is look at your cost per impression. The cost per impression is how much your campaign costs every time someone sees your ad. The second thing you should look at is your click-through rate, which is how many times people saw your ad but didn’t click on it. The third thing you should look at is your conversion rate.

What percent of people who saw your ad went on to make a purchase.

If you check the metrics one more time, look at your CTR on your best campaign and determine whether you can make changes if your ROAS is too low. For me, a website has three things: a home page, a blog, and a adsite.

The home page is where I tell people what I do and show them what I’ve done for them. The blog is where I put content that helps my clients with their problems. And my adsite is where I set up visitors to click on my ads.

With calendar years, you need to figure out a way to account for seasonal changes. For example, one year I had a high-crack holiday season, and a low-crack holiday season in spring. Today people are coming into my site in the summertime. That’s one of the challenges of making a site like mine and making sure you’re getting the right audience consistently because they’re going to move through different conditions.

With a website, I tell students on college campuses about the classes they need and write them up for them. You need to have something for all your target markets. On college campuses, you might be writing a brochure about one thing. You might need to write an essay about another thing, and so on. You need to have something that’s different for every student.

Also, with a smartphone, the first thing that people see are ads. You need to get that right. If you get people’s attention with ads — and you want people’s attention with ads — you want the ad designs to resonate with people so they stay on your site.

What types of social media ads do businesses create?

Businesses can create ads on Facebook, Instagram, Twitter, Google, and LinkedIn. These ads are most commonly based on a Facebook Pixel, which is a tool that can track your customers’ actions on your website.

Facebook then uses this information to target your customers with ads based on their activity on your website. Before we get too deep into the mechanics of creating ads on Facebook, let’s talk about the location tracking that’s occurring through the Facebook Pixel. There are two parts to this: the sales action that a user has on your website, and the relationship that these pixels have with your Facebook account.

If you don’t want your Facebook Pixel to track your customers across different websites, you should disable the Facebook Pixel in your checkout flow. This is done by adding the following code to your checkout page: That will prevent the Facebook Pixel from tracking users across all of your sites.

In most cases, yes — this is the best option. But for some businesses, they would like to be able to run ads on Google Ads as well. To do this, they need to add an ad extension to their Google Ads account. These extensions are available for most Google products, like:

That’s it. Once you set this up, your ads can be run on Google, Apple, and Facebook. If that’s all you need to get set up, good for you. The next thing you need to know is how exactly your ads are being tracked.

The main source of information Facebook uses to track users is through user IDs and cookies. These are pieces of information stored by the website you’re visiting, and intentionally stored as part of your visit. Cookies may include information about how you came to be on the site, the links you clicked on, and even information about your behavior as you use the site.

Facebook uses a Number of Analytics (NAA) that can track users across browsers and operating systems.

Where can you advertise on social media to get the biggest bang for your buck?

Typically, the best places to advertise for the biggest ROI are Instagram, Facebook, Twitter, Youtube, and Pinterest. The best thing about social media is that it’s really cheap to advertise there. If you find organic reach for a post on Facebook, it’s around 30 to 40 conversions for every £1 spent. The same thing works on Instagram — around 1 conversion for every £1 spent.

Even Google search can often underperform, but the organic amount found via Google +1 can mimic the ad cost if you focus on the right posts. However, if you are pushing timing and you wish to get high ROI, you can get the best of both worlds by using Google Ads and match synonyms (with context) to your search terms.

A simple mantra you can follow for organic search to reach Twitter followers is to “keep it simple.” It’s all about posting content that delivers a unique value to your followers, fans, and followers of your brand.

The core principle of LeverageBrand is to “leverage your demographic and local characteristics to amplify your audience’s subjective experiences with you.” Everything that can be leveraged is relevant here. So, in order to get to the right audience, show your value first before leveraging your niche to get there.

Feel free to skip straight to the section that relates to you!

Similar to the previous point, leveraging your social accounts shouldn’t be limited to Instagram and Facebook. Nor should it be limited to keywords. As LeverageBrand explains, once you have engaged your audience on multiple channels, you can leverage them all from one single post.

Google +1 is a great way to maximize your reach and reach your business in a big way. However, it’s important to understand that when you are ‘dating’ your audience, you are not looking for a long-term relationship. What you are looking for is long-term transactions.

How much does it cost to advertise on social media platforms, and what are the costs associated with creating ads?

The cost of advertising on social media platforms like Facebook and Twitter can range anywhere from $5 to $5,000 per day. The cost really depends on your goals and objectives. The more specific and targeted you get with your audience, the more expensive it is to get your message out there.

Like we discussed, advertisers’ budgets fluctuate depending on several factors. One of those is the amount of inventory on their platforms. Some advertisers have thousands of products to choose from.

In general, the smaller the number of products available, the higher the price per day. For instance, If you have 100 available ads on social media, when you have 100 customers wanting your product, you might expect it to cost you a few pounds per day to get those 100 customers to your landing page.

A micro-optimization tip to cut down on the intake time of the advertisements that you’re running is to only have 1–2 ads, per day. That way, it will probably take you only seconds to find the customer you’re looking for.

Other factors that affect the cost as well as the total budget include the number of pages you are displaying ads on, the engagement levels with your audience and the items available for purchase.

Depending on your audience, the cost to get an audience may vary from a few pounds to £20,000+. The client might even ask for that amount, depending on how specific and targeted they can be with their ad. Generally, however, speaking, if you know who your target audience is, and how you would reach them through social media, your cost per day will likely fall in the £10 to £20 range. Often, cost per action (CPA) is a little lower due to customers being more engaged with your ad. If you combine all of the cost per day together, your cost to run your ads might range from a few pounds to a few hundreds (sometimes even less). Again, depending on your objectives and your target audience, your cost may be even less.

Facebook Ads – Common Mistakes In Social Media Advertising

The most common mistakes in social media ads

  1. Using too many adjectives in your Facebook ads – One of the most common mistakes in social media advertising is using too many adjectives in your copy. Keep it simple, be direct, and be honest.
  2. Using too many images in your ads – One of the most common mistakes in social media advertising is using too many images in your ads. Stick to the bare essentials, and your business will come across more clearly when you add visuals to your copy.
  3. Not using hashtags correctly in your ads – Hashtags are one of the most important tools in any marketer’s toolbelt. On Instagram, attempt to use the hashtag #{brandname} on all of your posts so users can find your content more easily. Use hashtags smartly; popular hashtags in any niche can be a great place to start.
    For other social media genres such as Facebook Ads and YouTube, try to customize your hashtags to better align with your targeted audiences.
  4. Using duplicate messages in your ads – To avoid spammers, be extra cautious when using third-party services. A multitude of you messages can lead to complications when it comes to flagged accounts. If your campaign is flagged, delete your following list and re-enable sending messages. Another common mistake on Facebook is excessively using pocket-dials. With spammy calls and text messages, it becomes harder to get your message across.
  5. Facebook Sharing not working properly for you – Hundreds of millions of people use Facebook regularly. When it comes to advertisements, learn how to run Facebook Ads using Facebook Share. Facebook Share lets you send out relevant ad copy tailored for a specific geography, industry, and even more. Check it out here: https://share.facebook.com.

    Bonus: Partnering with Ubersuggest on Facebook Ads – One of the cheapest and most effective Facebook advertising platforms is Ubersuggest.
    Partnering with them will get your ads in front of more Facebook users. It will also help you build a better understanding of Facebook Audiences and what content resonates with them the most. Visit ubersuggest.com and get started for free.

Don’t be afraid to experiment with your Facebook ads to see what works best

You can’t create an advertising campaign that works all the time. In fact, you can’t create an advertising campaign that works all the time. You’ll have to test different ads to see what works best. You might have to try a few different variations of your ads and see which one gets the best results.

It’s the essential business strategy defining the way you go about buying ads whenever you need them. After you’ve got a few ads under consideration, you’ll get an understanding of which ads are the most effective, the most relevant to your business, and the best value for your client.

The KPIs behind each campaign will once again optimize marketing campaigns for maximum return. A good ad campaign is not just specific to one brand or service.

It’s an integrated campaign overall. The Halloween campaign, for example, should not only take place within Facebook Marketing, but also around the real world Halloween event.

To execute a successful ad campaign, you must know what you’re looking for. For example, you may be interested in running a sales call, but not in every client has the time to dedicate to completing a sales call.

When it comes to clients for whom time is of the essence, it’s best if you then recommend a chat line or letting them send you a chat request to complete the transaction.

Whatever business plan you create, remember to always factor in action points with each campaign. As previously stated, maximum return marketing is, quite simply, about finding the right target audience at the right moment that cares enough to pay for your product or service.

Now that you know what you’re looking for, you’ve got to determine how you’re going to find them. You might attempt to generate leads by googling keywords or searching using Facebook, Twitter, or any other targeted advertising tool that’s been created for the purpose.

But either way, collecting and leveraging data for your ads isn’t the end of it.

How to measure the effectiveness of your Facebook ad campaign so that you can adjust as necessary

While it is important to build up your social media following, it is equally important to measure your social media results. You need to be able to measure your social media results and have in place a strategy that will help you to optimise your campaign results. You need to be able to measure the success of your social media campaign.

For example, if you want to measure your ROI you need to know how many people saw your ad and for how long they saw it.


You need to know how many people saw your ad on your Instagram feed. You need to know how many people saw your ad on Facebook. The same applies to video advertising. You need to know the ROI of your ad. It is important not to over-estimate your social media ROI, but it is also important not to under-estimate it. This will only cause you to make a mistake. Your social media marketing campaign needs to be targeted.

For example, in a traditional TV ad, the advertiser knows that certain people will like certain TV shows. In a social media campaign, the advertiser has to work out who will be interested in the advertiser’s social media marketing campaign.

You need to research your target audience and other types of advertising that may interest them. From this research you’ll get an idea of what keywords the audience uses and what content they like to see in your ad or push notification. It may also help you know where to focus your marketing, which is a tough decision if you are trying to target everyone, but using keywords is a good starting point.

You must also address any cost implications. You should consider whether your plan of attack and marketing approach requires extra financial resources. These factors will determine which communication channels you may need to use, such as running a Facebook ad versus making a video ad.

There is no ROI without hours, days, weeks or months of marketing.

Don’t forget that Facebook is all about targeting customers who are likely to purchase from your business

The best way to target your ideal customers is to create a Facebook ad campaign that is specific to your business. That means that you’re going to need to create an audience that is highly engaged with your business on Facebook, and that you’re going to need to target them with the right Facebook ads.

With Facebook ads, you can tailor your ads to narrow down your customer base and target them by age, gender, location, and more. Keep in mind that all these things are completely hidden in your audience data after they’ve been chosen. One way to find effective audience choices is to break down your Facebook ads into segments.

Example: “For customers between the ages of 20–29, I see that you sell devices and software related to Instagram”

This will help you select a more targeted audience.

Small businesses should choose at least two audience segments, one that is highly engaged and the other one that is not interested. It is better to create a large segment that is not very engaged than it is to narrow your audience down too much and end up with really no audience at all.

Determine your ad performance metrics entirely before you start running ads for your business.

It’s best to measure your audience performance first, as a Letter of Intent is the best way to start with it. Once this has been approved, you can run your ads because it will usually cost more but it’s worth it to know exactly what metrics matter when running ads.

One of the main reasons people will not use Facebook ads for a small business is that the cost per conversion is much much higher. Facebook ads usually cost a lot of money to run, sometimes over 5 times the cost of running regular Facebook ads.

It is important to keep in mind when you’re targeting audience segments that your business can’t afford to bid significantly more on this type of auction.

Get creative with these Facebook ad tips and really take advantage of this incredible advertising tool

We’ve talked about the value of Facebook, Twitter, and Instagram advertising before and I’m not going to rehash the whole thing here. I just want to talk about a few more tips that I’ve picked up along the way.

A few months ago, we talked about segmenting Facebook advertising and then jumping to Twitter ad theming, Instagram ads, and finally LinkedIn ads.

Now we’re getting very close to the end of the year and as much as avarice is taking over every part of my life (imagine that!), I also feel like it’s good to have a focus from one vantage point. One of the first things I noticed was that it’s often difficult to tell who’s being sold to and who’s getting a piece of the action.

This starts with the image, thumbnail, and description of the ad — once you’ve gotten that hooked into your reader’s mind, you’re trying to get their attention without selling yourself short. It’s a balance that requires a lot of work.

The goal is to genuinely sell something to someone, not to trick them into clicking.

Using images in the ad content (when possible) can actually help get the attention you’re betting on. It plays into the desire we have to find a topic or a person of interest and then we find them when we already have their attention.

Another tip here is that the thumbnail image should actually be identifiable by the flavour text at the bottom. If it’s a fancy holiday ad, it’s a fancy holiday ad. Some companies use a particular color palette to identify themselves and tie the ad to that.

If you get really technical, your thumbnail may be identifying the primary keyword in your ad — that’s useful for finding the most relevant search queries in your audience (although I’ve not witnessed a ton of value in that).

Do Small Businesses Need To Be On Instagram….. Hell Yeah!

Do small businesses need to be on Instagram… Hell Yeah!
More than 1 billion people actively use Instagram every day making it an invaluable social media platform for businesses to harness. In terms of marketing, Instagram is a versatile app that can allow small business to stand out from the bigger corporations. If your business isn’t already on the platform, then here are six reasons why you should make a company account as soon as possible:

1. A chance to make creative content

Every business can benefit from some visually striking pictures to promote their products and services. Instagram gives you free rein to be as creative as you want with your images and videos in order to attract an audience and direct them to your online site. Make sure your posts reflect your branding so that they are instantly recognisable by customers. You can even organise colour themes and backgrounds that will make your business’s Instagram feed more aesthetically pleasing.

2. You can check your analytics

You control your business Instagram account which means you can track the success and traction that different posts attract. Unlike broadcast or print media advertising, you can control every aspect of your business promotion including what time you schedule your posts as well as which audiences you want your posts to reach. Most importantly, Instagram analytics allow you to learn from any past marketing mistakes so that all of your future posts will have the intended reach and impact.

3. Build a community

It goes without saying that your target audience is crucial to the success of your business. Instagram allows you to build a community of loyal customers and consumers that want to keep up to date with the products and services you provide. Keep an eye on your mentions and repost anyone who promotes your business; this shows your appreciation and that you truly do care about your customers. If you want to give back to the community and also promote your brand, consider hosting a giveaway or competition if your followers promote your post and tag their friends.

4. Use influencer marketing

Paying for advertisement can be expensive, especially for a business that is just starting up; luckily, there are other ways to promote your brand on Instagram without breaking the bank. Influencers with a significant following can promote your brand and products to their followers for a much lower cost.

5. You can get your business trending

It only takes one unique post to blow up and get the internet talking. Before you know it, your small business will have boomed into a successful corporation and of it could be down to the success of one post. Until then, use hashtags to your advantage and try to attract as many relevant followers to your account as possible.

6. Keep an eye on the competition

Your competitors are likely to have an Instagram account for themselves, but this is something you can use to your advantage. People interacting with rival brands might also be interested in the products and services that you provide, so drop them a DM and start forging a business relationship with them.