In the past 6 years, we've seen a dramatic shift from broadcast to digital advertising. Most of that change has happened with the advancement of Facebook, Twitter, and LinkedIn advertising platforms. These new networks have allowed businesses of all sizes to place, manage, and optimize social advertising.
With this change I've seen many Advertising agencies shift their media departments to buying social & digital advertising, but many have left out a small but vital part of self-service advertising. You have to optimize! The platforms themselves are not going to give you the best CPM/CPC deals, they're not going to target your customers, they expect you to do this!
Over the years, I've really seen and heard it all from companies promising the lowest click-through rates, and agencies bragging that they can buy social ads for their clients. What they don't get is that it's not a set it and forget it model like the past with placing media buys. I've seen too many wasted budgets not targeting correctly, and overpaying for media, so I've come up with a couple of ways you can maximize your results using social media advertising.
- Make sure that your Changing Rates Weekly - I personally suggest changing rates daily, but I know that work life can get busy, but the best way to guarantee you're getting the most bang for your buck, is to daily change the rate based on the inventory for that day. Every day the rates change, and if you're not changing it ...you're losing out!
- Change out the Photo & Copy Monthly - I've seen a couple campaigns in which the media has been running for 3 years to the same audience. Yes it's consistent, but don't you get tired of seeing the same ad over and over? It's the same with social! Change up your campaigns monthly to spice up your campaign, and add variety to your social advertising!
With these two very simple strategies, I know that you will see a spike in engagement, delivery, and results for your social media advertising campaign. If you're having challenges with your campaign, I'd be happy to give you some insights and all you have to do is send me a quick email. I'm all about giving back to our social media community, and I know that social media advertising is going to revolutionize the advertising world. The power of advertising is in your hands, and I suggest that you use it wisely!!
Photo Credit: Kenshoo / Exact Target