Social Media What it is?
Also known as social media networking sites these have now become part and parcel of our daily lives. They are fast becoming popular for human networking, product promotion, and brand publicity. The reason behind the stupendous success is content creation in diverse forms on which they thrive. Content does not only provide information or knowledge they have become an ideal mechanism for online engagement and recreation. Success depends much upon creativity and innovation using tools and services provided by each social media company.
Some of the platforms have accumulated subscribers or members in millions or, even over billion people making them strong contenders for online publicity. All the social companies have created platforms for paid advertisement and offer various formats and bidding strategies for goal conversion as per the client's objectives.
Why Paid Publicity on SM?
They provide entertainment, recreation, and information to name a few attributes but the most important that should be mentioned without fail is forming a social or online community. Yes, most social media sites are excellent for networking and they bring people closer. Thus it has become possible to target a niche or personalized audience at a much lower cost and effort, as compared to the price charged by brick-and-mortar advertisement agencies. The reach provided by the Internet is unprecedented and it has created a globalized economy.
All the above attributes boil down to one thing and that is gathering people on one platform. Media sites like Facebook have become an extension of our social lives with known people close friends and relatives meeting in one place. Events, birthdays, weddings, parties, and information sharing all come into our reckoning timely thanks to FB.
Hence Social media platforms everything are creating online virtual communities of real people especially those who are related to or follow the niche.
SM Advertising (SEM)
Advertising is Marketing, and in this case, it is online. Another coveted activity on social media platforms is working for publicity. The above-mentioned attributes make it financially feasible to showcase products and services to the audience and generate leads or business connections, make online sales and create brand awareness, and whatever the goal is.
Hence all SM companies have created platforms to make text Ads which are the most popular means of Social Advertising on a paid basis. Other formats are displayed with images and Video Ads. PPC is most commonly used where the client pays for every click while in the case of CPM the commission is charged by 1000 impressions. PPC is the most popular means of bidding, the bids depend upon how competitive the niche is and the auction determines the rank or position on the SERPs. The ranking is not dependent solely on upon the bid amount but also takes quality and relevancy into the consideration.
In the case of Audio Ads, the cost could be based on the PPP model or Pay Per Play. This format is most suitable for audio ads which are relatively uncommon and is a function for those who run radio shows and podcasts.
Smart Technology
Smart technologies have automated Ads where little or no human participation is required. Companies like Google use Artificial intelligence or AI and machine learning to optimize Ads for better performance using few inputs from the advertiser. These Ads may also include immersive media a combination of futuristic technologies. The campaign bidding targeting and creation, all is done automatically with human participation. Smart technologies trigger Ads to the right audience, at the right time, and on the right platform. They compensate for human error and are accurate. Almost three times higher engagement and goal conversion response are expected from these technologies.
Social Advertising Approach
Social Advertising on platforms is not that simple. You do not promote just by subscribing to a Campaign on the media and get going. Although this is possible to some extent since the programs help direct the publicity to the most relevant audience and the most targeted destination. Effective marketing solutions are the key to success and most companies provide solutions according to a strategic plan that they encourage. Though there is a similarity among the online publicity mechanism among the platforms the marketing solutions differ due to the type or target audience prevalent in each.
Research & Analysis
Before organizing a campaign an in-depth study is required regarding the type of audience you wish to target for your goal. This has to be followed by the audience profile that is most abundant on the platform. Demographics play a major role in online advertisements understanding the audience will narrow down the funnel in which you wish to get a response. The basic character of profiles should also be studied so as to help you understand whether the audience belongs to the right target group you wish to generate a response from.
The targeting mechanism is aided by the platforms and one can focus on age, gender, niche, destination, etc. without wasting resources on audience or regions out of the purview.
In relation to publicity, small micro aspects of human behaviors and business trends have to be researched and analyzed. The purpose is to get high ROI since the campaigns are paid hence you need to focus on the target audience most relevant to your business or profession. Users or advertisers have to learn to optimize Ads by providing full information and business details and the goal of relevant well focused targeting. Normally big budget companies hire publicity experts to carry out the campaigns using their experience and skills.
Social Media Platforms for Digital Marketing
Paid Advertisement Social Media Sites
Facebook Ads
Facebook's annual revenue generation from paid marketing services is 115 billion USD. This is the World's most popular medium for networking and business. The platform has over one billion visitors every day. Although you can push an Ad for free on FB, it will reach only your friends and followers besides a few more.
If you subscribe to PIXEL Ads on FB your coverage will be extended across the chosen path. The platform is having 2 billion subscribers and the potential for advertisers is immense. With help of pixel code an analytical tool the ads can be better optimized on Facebook. Ad performance is a proven success and many businesses and professionals prefer this medium.
Ads on Instagram
By the year 2023, the revenue from marketing solutions is expected to reach 20 billion USD. Another very popular platform Instagram is flooded with images and short videos and this attracts women folk who comprise more than fifty percent of the audience. The monthly user base at the present juncture is 500 million people mostly young.
Incorporate visual media to create maximum appeal for your product and services and thus promote. But the reach is limited in this free option available to all registered members. Paid promotions on this platform is highly successful if your audience is young, and more so if you are targeting females.
Since Instagram is owned by Facebook the Ad format is similar and easy to use. But remember images and video work better on this medium than text Ads so you real-life pictures and videos in your campaign to get maximum target audience engagement and goal conversions.
Advertisement on Twitter
In 2022 the Ad revenue generated was 1 billion USD. As popular as others, the free option is available to all, and it works to some extent. The paid option is the website card with media. The cards are customizable units with rich media and text below hundred characters usually the title. These types of paid ads have the potential to engage customers directly with the brand or company.
The cards work in conjunction with the tweets and are not alone. Paid or promoted tweets with cards drive greater traffic to your Ad online. The engagement is substantial in order to create leads and conversions. Twitter provides a tracking facility as well. Like all paid Ads you can set a destination or landing page URL which is clickable on the card.
Advertise on LinkedIn
Ad revenue generated in 2022 was 3.8 billion USD. LinkedIn is a social network of professionals bent on the B2B market. With a base of more than 250 million subscribers, most of who are professionals split equally between the genders. The platform is subscribed by high-income professionals and businessmen senior men and women.
LinkedIn is popular for high-end products and services, recruiters, B2B Marketing, and education. You will find most of the profiles matching the segments mentioned here. Hence you should carefully choose what to promote on this network site.
The platform deploys traditional PPC campaigns using sponsored InMail, text ads, and sponsored content. The target audience is chosen by metrics that differ from other mediums. Here targeting is done on basis of company, size, skills, age, location, and education. Hence the paradigm here differs and needs to be understood well before organizing an advertisement campaign.
Google Ads (Search Company)
Google Ads generate more than 200 billion USD per annum. It is a leading search company with a share of 91% globally. The advertisement medium is fortified by text and display formats besides smart technology formats that yield heightened results. The company also provides an Adsense option where bloggers' content publishing sites, forums, and website owners can publish Ads and share revenue with the search company.
YouTube owned by Google accumulated 28 billion USD from advertisement revenue worldwide. The video publishing company has more the 2 billion subscribers.
Running effective Ad Campaigns requires experience and expertise on Google and social media. Most of the web marketing companies in India are capable of providing effective paid marketing solutions.
Uday provides SEO services for digital marketing in Jabalpur in Madhya Pradesh. He provides website content and content for authoritative links.
He also teaches SEO, content writing, and digital marketing in his home town Jabalpur. He can be contacted at:
pateluday90@hotmail.com
09755089323
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