Social media ads are like the new billboards: rather than posting a sign on the side of the road and hoping people catch a glimpse as they drive by, we’re posting signs on newsfeeds and hoping people stop to look as they scroll by. But in many ways, ads on social networks like Facebook and Instagram can be more effective than old fashioned roadside advertisements. Whereas billboards are put up for the general masses, social media ads can be very carefully targeted to very specific audiences.
When you set up your social media ads, especially if you don’t have much experience in this realm, it may be tempting to not narrow down your target audience. After all, the more people who see your ad, the better — right? Well, not really. That’s because when you’re creating ads for a medium on which you’re charged based on clicks and impressions, you want those clicks and impressions to really count so you can maximize your advertising budget.
Target audiences are incredibly important when you’re setting up social media ads. Read on, and we’ll tell you why.
Sort by Demographics
Whatever it is you’re selling, you’ve got a target audience. It may be men between the ages of 20 and 30 who like to cook, or it may be women over 40 who live in the northeast and run 5ks, or whatever. Networks like Facebook allow you to target your ads by demographics like age, gender, location, languages, interests, relationship status, behaviors, political views, and many other variables. When you’re setting up your ads, you’ll want to take the time to be as specific as possible with your targeting, keeping in mind that you can always tweak your choices for better results. This not only allows you to target ads to specific users, but it gives you the option of creating specific ads for those target audiences as well.
Encourage Engagement
You don’t have to be a seasoned marketing professional to know that getting your followers to engage with your social media posts can go a long way in boosting the overall impression of your brand. It’s a great opportunity to make those customers feel valued and put your company out there as one that truly cares about the people who buy your products or services. With a well targeted ad, you’re more likely to get that sought-after engagement because your social media audience is more likely to feel like the post is directed at them. It’s a small thing, but over time, it can make a substantial difference in how people perceive your brand and, ultimately, your sales numbers.
Tracking Clicks and Capturing Leads
Is your targeted social media ad working? You’ll have a pretty good idea if you’re tracking clicks and capturing leads. This information will tell you who exactly is clicking on your ad, and, if you’re directing people to your website instead of your profile, who is actually spending money on what you’re selling. It’s incredibly useful because if your conversion rates are too low, you can make those minor adjustments in the demographics of your target audience in order to achieve better numbers. Essentially, you can track the conversion rate of your targeted ad and how adjusting those target demographics affects that rate.
Hit That Target
Whether you’re new to social media ads or you’ve been using them for a little while with disappointing results, focusing on your target audience can make a noticeable impact in your conversion rate and, hopefully, your bottom line. Targeting allows you to get the most out of your advertising budget and bring in customers that are ideal for your business. If you’re not focusing on your target audience, now is the time to start! And if you are, how are your efforts paying off?
We’d love it if you would leave us a comment and tell us about your social media ad adventures.