Tips to use social media advertising effectively

Social media is presently the destination for your business. Almost all the businesses have either created a social media presence or are planning to do so soon. So once you have a social media account, what next? How can you gain a firm footing in the arena?

Quality content is a basic requirement. But at one point of time, you may feel the need for advertising. There are certain tips that market leaders have come up with in this respect.

Quality Score is a metric Google uses to rate the quality and relevance of your keywords and PPC ads — and influences your cost-per-click. Facebook calls their version a “Relevancy Score”. Twitter calls theirs a “Quality Adjusted Bid”.

A high-quality score is great because you’ll get a higher ad impression share for the same budget at a lower cost per engagement. On the flip side, a low-Quality Score is terrible because you’ll have a low ad impression share and a high cost per engagement.

Targeting all of your fans isn’t precise. It’s lazy and you’ll waste a lot of money. Your fans aren’t a homogenous blob. They all have different incomes, interests, values, and preferences. Keyword targeting and other audience targeting methods help turn average ads into something amazing.

On Twitter, tweet engagements are the most popular type of ad campaign. Why? I have no idea. You have to pay for every user engagement (whether someone views your profile, expands your image, expands your tweet from the tweet stream, or clicks on a hashtag).

If you’re doing this, you need to stop. It’s a giant waste of money and offers the worst ROI. Instead, you should only pay for the thing that matters most to your business, whether that’s clicks to your website, app installs, followers, leads, or actual video views.

Medium, Hacker News, Reddit, Digg, and LinkedIn Pulse can all send you massive amounts of traffic. It’s important to post content here that is appropriate to the audience.

Post content on Medium or LinkedIn. New content is fine, but repurposing your content is a better strategy. This will give a whole new audience a chance to discover and consume your existing content. Again, you can use social media ads as a catalyst or accelerant and get hundreds, thousands, or even millions of views you otherwise wouldn’t have. It might even open you up to syndication opportunities.

If used properly, social media advertisement can open uncountable avenues for your business.

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