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Social Media Advertising

Social Media is the Key to digital marketing

Social media is such a vast expanse of content that the best content may struggle to get the views and engagement it so deserves. That is where boosting, promoting and advertising your content comes in. Reach is everything when it comes to promoting your brand.

Social Media Ads are almost completely customisable, letting you pick your budget and timeframe, so it works for you. This makes it easier for you to control the financial burden that can come with advertisements. You can base the frequency you post on external research. However, the best way to know when to post is on your own insights. When do people interact with you, when are your followers most active, and what kind of demographic you attract? From there you will know when to post, who to aim your advertisements to and how much money you would need to spend to reach your desired goal.

Your desired goals are often set up as billable actions, such as:

Reach= CPM for impressions Video views= Cost per View for video views Pre-roll= cost per view App installs= app clicks CPC for consideration (installs app) Website clicks= link clicks CPC Engagements= cost per engagement Followers= cost per follow App re-engagements= CPC app clicks for conversion (completes action within your app


1.6 billion people are linked to a business account on Facebook making it a great space to promote your business due to the sheer volume of people on this app. You do not need any previous advertising expertise to be able to set ads up on Facebook. They first ask you to choose your objective; split into awareness, consideration, or conversion. There are then subcategories for each objective: brand awareness, reach, traffic, engagement, App installs, Video Views, Lead generation, messages, conversions, catalogue sales, and store visits. You then need to choose your target audience, where your ad is run like Facebook, Instagram, Messenger, audience network, specific mobile devices, or all. These allow you to keep focus on what is important for your business and what metrics you need to be monitoring. Facebook has a very easy to use metrics function so that it is possible for businesses to monitor the success of their ads and objectives.

Types of Ads available on Facebook:

  • Photo Ads
  • Carousel Ads
  • Messenger Ads
  • Video Ads
  • Slideshow Ads
  • Playable Ads
  • Stories Ads
  • Collection Ads


Research from Forrester found that Instagram has 10x the interaction with a brand than Facebook. Instagram have found that, of the 500 million users, 84% of people want to discover new products. There are many ways to post ads on Instagram, one way is from Facebook, but the easiest way is to ‘Promote’ one of your Instagram posts directly from the post. You will have an easier time looking at the metrics and traffic coming directly from that post. It also has targeting features such as location, interests, demographics, behaviours, custom audiences, lookalike audiences, and automated targeting. Instagram has the same advert set up as Facebook for meeting your business goals with the options to choose from awareness, consideration, or conversion as the purpose for the boosted post. Part of the reason for this is that you cannot have a Business page on Instagram without a business page on Facebook first.

Types of Ads on Instagram:

  • Product Tag Ads
  • Product Tags with Checkout Ads
  • Collection Ads
  • Explore Ads
  • Stories Ads
  • IGTV Ads
  • Re-Engage Ads
  • Carousel Ads
  • Lookalike Audience Ads


Twitter is the hub for real time trends, discussions, and networking. They have found that using 3 or more ad formats within the app increases campaign awareness by 20% and purchase intent by 7%. Among the promote ads are all the same ad options as Instagram and Facebook with images, carousel, and video, with the add on of moment ads, text ads, and Twitter audience platform. Follower Ads get you on people’s timelines and suggested accounts to follow. The amplify pre-roll gets a 15 second clip on video adverts for other popular accounts and brand. Similarly, you can have a pre-roll ad with sponsorships. Twitter Live allows you to advertise your company in real time. Finally, a Timeline Takeover puts you as the first ad of the day on the everyone’s newsfeeds. Twitter is highly interactive with the high quantity short form content; therefore, you can get real time feedback with polls and the use of conversation buttons. You can also make your own hashtags and emojis to add a fun little bit of visual branding to everything you do.

Types of Ads on Twitter:

  • Promoted Ads
  • Follower Ads
  • Twitter Amplify
  • Twitter Takeover
  • Twitter Live
  • Twitter Ad Feature


LinkedIn is the worlds #1 for B2B lead generation and professional networking. LinkedIn has 2x the buying power of average web audiences and the majority of users drive business decisions. LinkedIn have over 700 million users worldwide. However, it can be quite a costly platform to use for advertising. The text ads are simple enough, it gains you organic views on other users’ feeds and it can be fine-tuned to your specific target audience. Message ads get your ads right on to your target audience’s inboxes and Conversation ads get you into a prospect’s inbox with the option for multiple CTA options.** According to LinkedIn, message ads are opened by more than 1 in 2 prospects**. The Dynamic Ads are a new and visually attention-grabbing format. It pairs your profile picture with the company’s logo and an easy-to-use CTA. They are to the right of your feed making them unobtrusive but ever present acting more as a helpful suggestion than a hard sales tactic. LinkedIn probably have the most useful ad targeting tactics as, unlike Facebook, the information you put about yourself on LinkedIn all goes towards segmenting you into specific target audience groups. It also has its own LinkedIn Insight Tag and Insight tools to meticulously analyse your advertisements.

Types of Ads on LinkedIn:

  • Text Ads Dynamic Ads
  • Sponsored InMail
  • Sponsored Content

Social Media Advertising Top Tips:

Utilise the networks that are most popular with your target audience. For example, B2B are often best found on Twitter and LinkedIn.

A/B testing is an incredibly useful tool to analyse campaign success. A/B testing is essentially an experiment where you make multiple versions of one ad campaign and then you analyse how they did at getting specific groups to perform the desired action.

Analyse analyse analyse! Having social media insights means you have no excuse whatsoever to not be keeping an eye on the success of your campaigns. Looking at each social media insights pages individually makes it easier for you to be able to see exactly where conversions, clicks, installs and more have come from.

Key Objectives for your company always in mind. What does your company offer and what is your company mission? Every ad you make should be made with return of investment (ROI) in mind. Do you need more lead generation, more conversions, more engagement? How will each campaign benefit you.

Target Audience must be very clear. The clearer you are the more you will be able to utilise digital marketing best practices.

Make sure the posts that do well over time are the posts that should are promoted more often.

Responsiveness is crucial. Make sure your ads are made with all devices in mind; particularly mobile. You don’t want your ads to get squished or lose quality. Most people look at social media on their phones and on the go. If your advert is not responsive, people won’t watch or interact with it.

Social media is such a beneficial digital marketing tool. For more detail about where and how to advertise your business on social media please visit Advertising and Marketing Your Business Online | Ergo Creative. We offer marketing packages that allow us to help you to produce account assets and so much more. If you would like to talk to us directly, please click here to contacts us.