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Rules to Better Social Media - Paid Advertising - 3 Rules

Social media should be an essential piece of your business marketing strategy. It is important because it allows you to reach out to people locally, or even internationally if you want. Using social media platforms to promote your business will help you connect with current and potential customers, increase your brand awareness, and hopefully, boost leads and sales for your company. Of course, it all depends on your business strategy too. Marketing goals come from Business goals.

Using social media effectively is a must in Digital Marketing nowadays.

Here is a series of social media rules to help you improve your online presence.

If you still need help, our SSW Digital team is ready to assist you.

  1. A conversion pixel will help you understand if your ads are generating leads.

    A conversion is an action you want the user to make while visiting your website.

    This could be filling in a form, watching a video, or indeed making a purchase. To track if users are doing the action you want them to do, you should use a conversion code. This is a code (unique for every campaign you will do) that will check if every single user has performed the action directly on your website or via another one.

    You may have heard about a tracking pixel too. ClickMeter explains the difference well:

    • The Tracking Pixel (not to be confused with Conversion Pixel) is an image of one pixel that you place on a webpage or in an email and let you track how many times the webpage has been viewed or the email opened. Check this SocialMediaExaminer blog post to find out how to install it with Google Tag Manager. If you need more help setting this up, check hotmart's blog for furthers instructions, including Facebook pixel.
    • The Conversion code is a piece (snippet) of code you place in the thank you page to track conversions. The Conversion Code can ALSO be a Conversion Pixel.
  2. When it comes to Facebook advertising, we can be looking at a wide range of industries and strategies. For this reason, we could be talking about different metrics according to each scenario/strategy/business.

    Depending on your business and strategy goals, you might be considering changing your main metrics for different campaigns. Let's say you are in retail and you sell tangible products - in this case, you would consider sales as your main metric for conversions. However, if you sell services, you could be looking into engaging conversations with your audience. In that case, a conversion could be a contact form submitted, which would be your leads, for then converting them into sales.

    Also, note that Facebook ads have a limited run. Often, ads will work for a certain period and then become ineffective. It is important to monitor ads regularly to see if they are still performing.

    Underperforming ads should be paused and tweaked before resuming use. The smaller the potential audience the quicker the ad will become less effective. Testing can be carried out on the copy, image, demographics and interest groups – altering these variables will give you a range of different results.

    Reporting is vital to determining the success of any campaign, as it allows us to clearly see and compare each campaign and decide which should be altered as they are ineffective and which are performing well.

    Facebook allows you to customize your reports, allowing you to measure the success of your campaign based on your goal. If your goal was post engagement you may want to customize your report to show Post Shares, Post Comments Post Engagement, Post Likes, Frequency, Cost Per Post Share, cost per Comment, Cost per Engagement and Cost Per Like.

    All of these factors are important to be looked at to provide a full overview of the campaign.

    Enagagement Report
    Figure: Post Engagement Report

    Other goals for Facebook Ads may be Page Likes, Conversions, and Website Clicks. An overview provides you with a basic report of your campaign, featuring; Results, Amount Spent, Frequency, Page Likes, Website Clicks, Post Shares, Post Comments, Post Engagement, and Post Likes.

    Overview report
    Figure: Overview Report

  3. There are some best practices you should be aware of when creating ad campaigns on Twitter.

    Below are listed some good resources you can use to get the most out of your ad campaigns:

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