social media advertising

All posts tagged social media advertising

The Advantages and Disadvantages of YouTube Advertising

by Joanne Dolezal on 7th October 2019

If you haven’t tried YouTube advertising yet, our blog takes you through the ad types, pros and cons.

As a business, it’s very easy to set up your channel. You can add your branding and information about your company, as well as getting a personalised URL.

You can subscribe to videos for people who do similar things to you and create an interesting place for people to visit – the videos you subscribe to will be shown on your channel. It’s a great way to share quality video content.

Paid YouTube Advertising Tools

On YouTube, you can promote your business channel with Adwords campaigns, as you can on Google channels. You can also:

  • Promote your videos
  • ‘Sell’ ad space on your channel – monetisation
  • Tap in to Google Advertising Platform – Search Console

You can monetise your account, so if people are promoting something that fits well with what you do and want to advertise it, they can do this on your channel or page.

Using the same search console as Google, you can set your keywords, types of people you’re targeting and the promise that your video will appear in appropriate places.

Obviously, you hope that appropriate content will appear next to your videos.

There are three places for your YouTube adverts to appear:

your video (or someone else’s – i.e. a competitor) can appear in the search results, with those at the top being in premium slots.

 

You can have preview videos that sit before your video, which you can sell to others or buy yourself on other channels.

 

 

You can also advertise beside the videos.

 

 

Consider how YouTube has changed over the years.

It’s gone from being the place where we put homemade videos, to a place for big brands to host their adverts, to the film and music industries sharing videos, to today – an archive for anything you’ve ever watched. 

There’s also a whole other side to YouTube, which is educational. It’s where the how-to videos are and where we go to learn, but also where training and educational videos are.

Advantages

  • One of the main advantages is that Google owns YouTube and loves it, so everyone else does too.
  • People love videos, so there’s a lot going for you if you’ve got good-quality content on YouTube.
  • It’s the second-largest search engine (after Google) and a lot of people spend all their time in YouTube.
  • There’s a daisy-chain effect that if someone watches one thing they’ll be suggested something else, which is how they end up staying on the platform.

Disadvantages

  •  YouTube offers sophisticated targeting for cost per click and display ads, and it’s a great place for viral content, because people love to share videos. However, the targeting is sometimes poor, and the follow-on content can be a bit random.
  • Cost-per-click is an auction, and you’re bidding against others for the highest spots. If they bid more than you, you go down of the line, so some keywords can be expensive (several hundred pounds).
  • While Google Search Console is fun to play with, it’s not for the amateur, so I don’t recommend trying to master it on your own.
  • As with search engine optimisation, it pays you to get good advice and do it properly, as otherwise you’re putting money straight into Google’s pockets.
  • One of the cons with YouTube advertising, unfortunately, is that the follow-on content (suggested videos) can sometimes be off-topic.

Now for the fun bit

You now need to decide which platform is best for you and what type of advert to do. Over the series, we’ll focus on Facebook, LinkedIn, Twitter and YouTube, because they’re likely to be where you’re already most active and they are a good place to start.

Next time, we’ll look at how to maximise your paid social media and get the most out of social media advertising.

If you like video, check out our recording of this fascinating topic and learn from these amazing thought leaders.

Our new online programme Content Marketing Conquered is designed with you in mind. Based on our successful workshop programme and latest strategies, we guide you to the top in 6 easy steps.

Don’t leave without grabbing your free eBook.

 

Photo by Nordwood Themes on Unsplash

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Joanne DolezalThe Advantages and Disadvantages of YouTube Advertising

Are LinkedIn Paid Features and Advertising Tools Worth the Investment?

by Joanne Dolezal on 30th September 2019

It’s time to explore the various LinkedIn paid tools and features.

LinkedIn was one of the earliest social media platforms to take off – launched in 2003 – and it benefits from having been around a long time. The platform is well-optimised, has changed very gradually over the years and has an excellent search function. It functions on keyword search: names of businesses, colleges, universities or people. It also holds a lot of content, so topic based search works well too.

This means that you can find just about anyone you want to connect with, research any company you want to work with (or for) and target prospective customers, employers and recruits specifically.

Linked In Free Accounts

Linked In is free to use and you can creat a personal profile, company pages, groups and content (posts and articles).

You also get a free InMail address, allowing people to communicate with you within the platform.

You can publish articles directly on Linked In, post and share video, text, graphics and audio.

More importantly, you can present your experience, skills and recommendations all on one page – making it very easy for potential clients or employers to find you.

Content shared on Linked In is more trusted than on other platforms (including Facebook) and you are ‘hanging out’ with a more affluent set of connections – Linked In is a predominantly ‘white collar’ network.

LinkedIn Paid Features

There are a number of paid-for features available on LinkedIn:

  • Premium Accounts
  • Sponsored Content
  • Display Ads
  • PPC – Pay per Click ads
  • Sponsored InMail

Premium Accounts

Paid accounts are great if you’re working permanently or temporarily, maybe in business development or recruitment, if you’re working on something specific in your business (such as a recruitment drive) or you’re looking to target people outside of your networks, including geographically.

There’s a lot more information available about people, and you’re allowed to send a certain number of “InMail” messages to people who are beyond the second-degree circle of connection.

Sponsored Content

You may have a post, a video, an event or a download that you want to promote so Sponsored Content could be a good way to present it to a wider, paid-for target audience. As it is a ‘post’ or status update, your word count is not as limited as it is on other ad formats and is ideal for raising awareness and spreading the word.

They are straightforward to set up: simply paste a link to the appropriate page into a box, and it pulls across all of the meta tags, images and information needed – then the advert is ready to go. It’s up to you to decide who you’re targeting, so you can target based on location or job title.

Advertising Tools

There are two “classic” types of advertising you can do: you can set an ad with an eye-catching image or graphic and a few words (Display Ad). Or you can set up a text only advert (Pay per Click).

I recently worked with a client moving across from agency recruitment where they were spending in excess of £50,000 a year. LinkedIn has provided them with a cost-effective targeting and recruitment channel.

Again, you can test the water and see if there’s a market, what the numbers are like and if it’s worth it, and worth spending the money on advertising. The options are CPC – cost per click – or pay for impressions (cost per 1,000 impressions = 1,000 people will see the ad). It doesn’t mean that they’re going to do anything with it, but they have the chance to see it.

You can set your budget on a daily basis or with a total, and set how long the advert will run. It gives you a snapshot of your overall campaign and make decisions from there on whether or not to go ahead.

Sponsored InMail Campaigns

Paid InMail campaigns are still relatively new and tap into the huge amount of data LinkedIn has to help you target based on profile data, contact details and so on.

You prepare the copy for your campaign and identify the type of people you want to target, LinkedIn will send it to them on your behalf. You don’t get the mailing list or the data, but they send it and it’s then up to you to manage the responses.

Advantages

  • You have a much higher value audience on LinkedIn.
  • There’s also a level of seniority or degree of professional development above which people feel Linked In works for them. Members tend to be above a certain educational level, and they have a higher net worth. They’re going to have a business budget to spend and may be earning more money.
  • LinkedIn is also a big recruitment tool, so they know what average salaries are by industry, what people are worth and what their spending power is. Its targeting and search functions are fantastic, so you can find any needle in any haystack.
  • The ad platform is user friendly and the customer support is great. You can email them with issues and queries and they’ll come back to you the same day, with a response from a named person, so you feel that it’s a business service.
  • LinkedIn is also more cost-effective, particularly for recruiters – traditional ad channels can be expensive.

Disadvantages

  • If you set up an ad campaign, whether stand-alone or sponsored content, you’ll get clicks and a count for how many you received, but you won’t get the contact data. It’s up to you to make sure that the secondary data capture is set up. If you’ve redirected them to a landing page on your website or data capture form, that’s the ideal method. Otherwise it’s just a number on an analytics page.
  • It’s more expensive than Facebook, with average cost-per-click being around $6 (compared to 50 cents). Minimum daily budget is $10, compared to £1 on Facebook. However, if it’s a more valuable sale (or recruit), it may be worth the investment.
  • Lastly, InMail has become a bit spammy, and more often than not people are trying to sell you stuff, rather than reaching out with anything of particular interest. If you choose to do an InMail campaign, how are you going to stand out and get people’s attention?

Remember, while there are some helpful paid features, you don’t need LinkedIn paid features to do well, or to build your network.

Now for the fun bit

You now need to decide which platform is best for you and what type of advert to do. Over the To Pay or Not To Pay series, we focus on FacebookLinkedInTwitter and YouTube, because they’re likely to be the platforms where you’re already most active and they are a good place to start.

In our next blog we look at the pros and cons of YouTube advertising.

If you like video, check out our recording of this fascinating topic and learn from these amazing thought leaders.

Our new online programme Content Marketing Conquered is designed with you in mind. Based on our successful workshop programme and latest strategies, we guide you to the top in 6 easy steps.

Don’t leave without grabbing your free eBook.

 

Photo by Rawpixel on Unsplash

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Joanne DolezalAre LinkedIn Paid Features and Advertising Tools Worth the Investment?

To Pay or Not to Pay… for Facebook Ads

by Joanne Dolezal on 3rd May 2019

It is so easy to start advertising on Facebook but how can you apply it to your business marketing and avoid the pitfalls?

 Facebook is pretty much unavoidable! Over two billion people around the world now have a Facebook personal profile, which is more than a quarter of the planet.

One factor in its global success has to be the mobile app. Let’s face it, it works beautifully, so you can snap, record and post directly from your smartphone.

Another factor is that it’s more democratic than some forms of online media, because you don’t need to have a lot of hardware or a fixed internet connection to access it.

With over 2 billion smartphones now in use around the world, even those in the developing world can join the Facebook community.

Facebook has also been shopping: Messenger, What’s App, Instagram, Pinterest et al have dramatically increased Facebook’s user base. Facebook now has a staggering 2.07 billion active users. Whenever a user interacts with any post, ad, status update, check-in, voucher, etc, Facebook gathers the data and stores it away for future use.

This article is not intended as a ‘how-to’ guide, more as a ‘why to’. Along the way, we’ll look at some of the Pros and Cons.

Advertising Features

You can run a variety of promotions and advertisements from your Facebook Page, but must be a ‘Page Admin’ and have added a payment card to your account details).

You can Boost posts, run a variety of Adverts designed to work at different stages of the Buyer Journey, Split Test a variety of message and design combinations, create Custom Audiences and set up Remarketing campaigns (with the handy pixel generator).

To Boost, or Not to Boost…

You can start advertising on your own Page. When you post an update, publish a note (blog), create an event or upload an image or video. There are various functions available: ‘schedule’, ‘back-date’, ‘save as a draft’ or ‘publish’. Once it’s published, you have the option to ‘Boost’ it, to ‘people who like your page’, ‘people who like your page and their friends’ or a Target Audience.

 

Pros It’s deceptively easy to start by boosting posts (from as little as £1 per day) but it’s better to promote them through the Ads Manager.

In the Ads Manager you’ll find better targeting tools and you’ll have more control over how your budget is allocated over the time you stipulated.

Cons It’s deceptively easy to start by boosting posts….

Even if you’ve set your daily budget and campaign duration, Facebook may not spread it as thinly as you would like.  Leave it up to Facebook and they may ‘dump’ all your ad budget on the first day.

Target Audiences

A ‘Target Audience’ is a group of people you want to target with a set of shared attributes or characteristics. They could be similar to your existing Page Likes, or they could be a completely new type of audience. This means you can reach people beyond your Page Likes.

You will probably have slightly different messages for each of these target audiences. They could refer to specific location, time, topic, offer, whatever you decide.

It’s easy to boost posts and you can do it directly on your Page. It costs as little as £1 per day and you set the duration of your campaign. Just calculate how much money you want to spend and adjust the budget accordingly.

Based on your selection of target audience, daily budget and duration of campaign Facebook will give you an estimate of the number of people you may reach.

You may want to experiment with the Boost function for a while.  To avoid having a Page full of similar posts, use your drop-down toggle to hide posts (once they’re published and boosted).

I’ve run whole campaigns for clients just on this type of advertising, and it works well but in my experience, it works best if you have:

  • a good story
  • great photography
  • something that’s really appealing
  • something time-limited
  • and something that fits in with the way people use Facebook.

Facebook ads can be a good way to test ideas and concepts, including designs, get people to engage and promote in a cost-effective way.

Pros Great targeting, well beyond the information people share in their profiles about themselves, capturing data about all the interactions they have on Facebook.

It’s great for location, demographics, age and gender. interests.

Behaviour and interest targeting on Facebook is superb, and it’s an excellent way to help you get more focused and tighten your targeting.

If you get the right group of people, the conversion rate will be far greater.

 Cons You need to flex the numbers (adjusting who you are targeting) to make sure your ads will reach enough people to deliver the number of results you need.

Facebook Ads Manager

 When it comes to advertising, Facebook offers you various options.

When you go into Facebook’s advertising tools (Ads Manager), you need to ‘start with the end in mind’.

First, you’ll be asked to state your objective. This could be raising awareness of your business, products or services. You may choose consideration – getting people to take you seriously or visit your website. Alternatively, you be looking for a lead from them, either a phone number or an email address.

 

Are you hoping that social media can help you convert the person who’s interested in you, by increasing conversions on your website or by redeeming an offer?

Facebook offers you a menu to choose from: what you want people to do, which clarifies your objective. This is similar across all the platforms, so understanding the basics here will help you use other platforms too.

Pros There’s a reach of 2+ billion and it integrates well with other apps and media.

Facebook wants you to spend all your time on their platform.  This is why it works well on mobile devices, laptops and also with things such as Facebook Live. Many people also use it to log into other tools and applications they use.

 Cons The click-through rate (CTR) is as low as 0.01% – 0.04% (DigitalMarketingInstitute.com).  This is less than you’d expect for PPC (pay-per-click) or display ads via the Google AdWords or Google Display Network.

This could be because people don’t go onto Facebook to interact with adverts, or there’s just so much content on there that your ads get swamped.

What Pros and Cons have you found when you’ve advertised on Facebook? Please share your experience in the comments section below.

In the next blog we’ll look at more Facebook ad tools: Custom Audiences, Split Testing and Remarketing.

If you like video, check out our recording of this fascinating topic and learn from these amazing thoughtleaders.

Our new online programme Content Marketing Conquered is designed with you in mind. Based on our successful workshop programme and latest strategies, we guide you to the top in 6 easy steps.

Don’t leave without grabbing your free eBook.

 

Photo by Will Francis on Unsplash

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Joanne DolezalTo Pay or Not to Pay… for Facebook Ads