The growing potential of social media adverts is more apparent. Many brands that socially engage an audience face a difficult task, capitalising on the benefits available. Moreover, social media ad spend is expected to go up by 40% ($1.3bn), in the next two years. In fact, sources suggest digital will surpass traditional advertising by 2020. So, let’s discuss how to optimise social ad spend…
Achieving the ad spend milestone
Maximising ROI is a key target for all social ad campaigns. Therefore, marketers seek to measure ROI by linking social media activity to business outcomes. Effective digital marketers will consider metrics, such as likes to measure media activity. Comparatively, they’ll look at impressions to measure business outcomes. Exported data will highlight and dictate strategic direction; effective strategies will then take place to optimise ad spend.
The key to reaching the ad spend milestone; achieving an accountable and transparent end result is a strategic ‘end-to-end’ approach. A dedicated social media team will assist in the planning, timing, execution and distribution of relevant content. Designed to bolster key metrics such as engagement; effecting the overall ROI.
Planning and execution; maximising metrics
Social media now challenges the scale of broad reach media, like TV and Newspaper; achieving more direct, quantifiable results through insight info. Social channels are monitored; seamlessly identifying audience engagement, from awareness to sales. Therefore, strategic targets are advised to maximise metrics and effectively drive an audience from awareness to familiarity; to purchase and extended brand loyalty:
-Specific targeting; market research to understand the demographic
-Measurable campaign; lengths/ content schedules
-Appropriate messaging; appealing to the audience
-Realistic and engaging content; promoting a tailored consistent message
-Timely posts; designed to target the audience at peak engagement times
The trending shifts from traditional to digital means brands are facing new opportunities, as well as obstacles in optimising social ad spend. Therefore, a dedicated team, in addition to effective content strategies ensures targeted, engaging content; optimising ad spend and ROI.