Choosing the Right Social Media Ad Type

By April 23, 2020Social Media

Advertising on social media is an increasingly powerful tool for businesses as 27% of users say they discover new brands and products via paid social ads. With more and more users spending time on their mobile devices, a social media presence is a critical business strategy.

Social media ads give your business an affordable and flexible way to reach new customers. However, launching your first campaign can seem daunting. Here at Netwave we help clients get online with targeted campaigns directed specifically at your target audiences.

Read on as we share some of our biggest tips.

First and foremost, evaluate which advertising platform is best suited for your business. Facebook and LinkedIn are the two most popular advertising platforms currently, although they serve two separate markets.

LinkedIn

Ideal for B2B marketing and corporate recruiting, LinkedIn’s track record speaks for itself. As research shows that 80% of B2B leads are driven directly from the platform. Known for its audience of professionals in nearly every industry, advertising on LinkedIn gets you in front of a highly qualified audience.

LinkedIn’s paid platform offers hyper-targeting when building campaigns. Users can be targeted by a wide range of criteria such as job title, industry, seniority, and more. This ensures your ad is being seen by the highest quality audience possible. However, this detailed targeting can lead to much higher advertising expenses when compared to a platform like Facebook.

LinkedIn offers three distinct ad types to businesses:

  • Sponsored content – ads that appear within a user’s LinkedIn feed
  • Sponsored InMail – Personalized and targeted messages that go to a user’s LinkedIn inbox
  • Text Ads – Self-service pay per click (PPC) ads

Facebook

With over 2.41 billion monthly active users in 2019, Facebook’s reach is far beyond that of any other platform. Not only is Facebook’s reach immense, it’s engaged; with the average user clicking on 12 ads within the past 30 days and ad impressions steadily increasing.

Facebook provides businesses with a robust advertising platform with ad types suited to any industry. Their ad offerings are divided into three categories, encompassing the various goals a business may be looking to achieve. Under each category are several ad types, designed to achieve those goals.

Awareness: Ads designed to generate interest in a specific product or service.

  • Brand Awareness
  • Reach

Consideration: Ads that get users thinking about your business and drive them to seek more information.

  • Traffic
  • Engagement
  • App Installs
  • Video Views
  • Lead Generation
  • Messages

Conversions: Ads that encourage users to buy/user your product or service.

  • Conversions
  • Catalog Sales
  • Store Traffic

Once you have determined which platform to advertise on, you need to establish your objective. This can be anything from increasing site traffic to gathering leads. Here are some of the most common objectives our team builds campaigns for.

Lead Generation

Facebook’s lead generation ads drive users to fill out a contact form directly on Facebook to capture relevant information without driving them off the site.

Success Story:
A local bank was hosting the first in a series of loan seminars for homebuyers. Their goal was to promote the event while capturing qualified leads for attendees. The ad ran for two weeks resulting in 12 leads and 4,434 local users reached.

Event Promotion

Businesses can promote a specific event by boosting a Facebook Event page and targeting relevant users within a specific geographic area.

Success Story:
A local Vocational School tasked the Netwave team with promoting their annual fundraising event. The ad campaign was designed to drive users to the school’s site, where tickets could be purchased. The ad ran for one month, driving 748 link clicks and reaching 17,694 users. The event experienced record attendance, surpassing numbers seen in its 24-year history.

Hiring / Site Traffic

Businesses can boost recruitment efforts through several different ad types. It’s crucial to note that Facebook restricts user targeting on employment ads to prevent potential discrimination. LinkedIn offers robust targeting options for recruitment ads.

  • Job posting – collects job applications directly.
  • Facebook Event – promotes open houses and hiring events.
  • Traffic – drive applicants to a careers page.

Success Story:
Looking to recruit drivers in New Jersey and Texas, a family-owned transportation company was looking for a Facebook campaign that drove users to the careers page of their website. Since February the Netwave team has been running a campaign that has thus far resulted in 2,320 link clicks with an exceptional cost per click of $0.21. The client has reported an increase in phone calls and Facebook messages regarding hiring since the campaign launched.

Want to add your success story to our list? Social advertising the possibilities are limitless, regardless of the business or the goals of your campaign. Ready to launch your first campaign? Contact us and we’ll get everything set up!