Ahh good ol’ social media advertising - the way to target audiences on FB or IG through demographics so targeted consumers can see your brand in their feeds.
Unfortunately I’m seeing way too many ads just freestyled and pushed out to the public without being strategic with their ad spend, content selection, targeting and audience demo.
Cue: the campaign strategy.
A campaign strategy should be strategically focused, have measurable outcomes, and influence social media followers to feel or act in a certain way.
So how do you create a campaign strategy / social media marketing campaign [aka - ads]? On a piece of paper start with your:
// Campaign name
// Campaign launch and end date
// Budget - how much will you spend on the ad/s?
// A goal or objective The most common ones are improving brand awareness, connecting with your audience, increasing website traffic or driving sales.
// Ad placement - are you going to advertise on instagram and Facebook? Or just Instagram Stories? Or all three? Facebook Messenger? Two good questions to ask yourself:
Does this channel’s demographics match my brand? +
Does my target audience consistently engage here?
// Ad format - is your ad going to be an image? A video? A carousel? Work it out, sista,
// Target audience - work out who you want to see your ad based on demographics, interests, behaviours or use lookalike audiences.
// Measurement plan - how will you measure the ad? cost per visit? cost per engagement?
These are all factors to consider before just sponsoring or boosting a FB or IG post. Keep in mind veryone’s strategy will be different. but planning your campaign/s [ads] = $ucce$$.
Neon Moose is an Adelaide based creative with over 15+ years of experience in social media, marketing, PR and copywriting.