Social Media Marketing: What Role Do Paid Ads Play?

author image Written by: Lia           Categories - Digital Marketing>Social Media Marketing (SMM), SEO Tips>Ad Management, Social Media

Discover How You Can Start Leveraging the Benefits of Paid Advertising Through These Social Media Networks

What are your feelings towards online advertising? Some people see ads as a nuisance, something disruptive to their browsing experience. Others don’t mind so much—as long as it’s not too flashy or pushy. Some might even enjoy it when an ad’s message truly resonates. The bottom line is this: when executed correctly, paid advertising works. Perhaps it’s time to consider revamping your social presence and learning more about how ad management on social platforms can promote your business in a way that organic marketing can’t.

Facebook – The Social Networking Goliath

You see them while you’re scrolling through your Facebook News Feed, alongside statuses about last weekend’s shenanigans, baby photos, and inspirational quotes. Facebook ads have become ubiquitous—and each year, the amount of spending on social media marketing through Facebook increases. As a business owner, this is a channel you can’t ignore. As of March 2018, there are 1.45 billion daily active users and 2.20 billion monthly active users on Facebook. These numbers present a huge opportunity. Everybody and their grandmother is on Facebook these days. Using this platform with paid social advertising means you’ll benefit from a much larger reach than what you’d get by sticking to organic reach alone for each post. Organic and paid results from a boosted SEO TWIST Facebook ad. If you feel like you’re too unsavvy for social media marketing, don’t fret. Facebook makes it easy to create ad campaigns through a user-friendly interface with simple steps that anyone can follow. Needless to say, speaking to the right audience is vital. Fortunately, you can target specific demographics based on gender, income, ethnicity, education, location, relationship status, and more. This social media giant’s paid advertising model is definitely the most established of all the social networks, and our certified Facebook ad management team is equipped with the right tools to help you get the exposure you need.

Say it With TwitterSEO TWIST Twitter account news feed.

Two hundred and eighty characters can be incredibly powerful. One tasteless celebrity Tweet can send the media into a frenzy. Hastily-written witticisms can go viral, garner thousands of favourites and Retweets. And of course, the right Tweets can effectively drive high customer engagement. Since the introduction of Twitter ads, which include Promoted Posts, Promoted Accounts, and Promoted Trends, businesses have been purchasing prime real estate on users’ Twitter feeds. Twitter collects valuable data on user activity—who are they following? What Tweets have they liked? What accounts have they interacted with? — as well as information volunteered at registration to tailor ads to their users. This data is collected for the purpose of developing personalized or tailored ads. Like Facebook and other platforms, Twitter allows you to target relevant leads and audiences. All you need to do is grab people’s attention with bold and clear copy. You can also create campaigns based on different objectives, such as increasing followers, website clicks, conversions, Tweet engagements, app installs or re-engagements, leads on Twitter, or video views.

YouTube – You’ve Got 30 Seconds

Unless you’ve been living under a rock, you’ve probably seen a YouTube ad… or 50. Now that video content has shifted to computer screens, mobile phones, and tablets, it only makes sense that marketers would follow suit. After all, if you can watch commercials on TV, then why not on YouTube? When it comes to ad management, there are two types of ads that run on YouTube: TrueView in-stream ads and TrueView in-display ads. In-stream ads play right before your video. You’re only charged when the viewer watches 30 seconds or more of the video, or when they interact with it (e.g. clicking a call-to-action). In-display ads, alternatively, appear beside videos, in search results, and on video plays on both channels and Watch pages. For these, you’re charged based on how many viewers click on the ad and watch it. YouTube instream ad before Roosevelt music video. These features make YouTube ads incredibly cost-effective since you only pay for views from people who are showing interest in your content, as opposed to paying for every view—many of which could be from people who click away after only a few seconds. YouTube also enables you to choose the people you want to reach with topics, keywords, and demographics, such as targeting “women under 35,” for example.

Get Inspired (And Shop!) on Instagram

Instragram sponsored post for artist.No longer just for selfies, “fitspiration”, and expertly-filtered travel photos, Instagram has become a powerful tool for businesses to promote themselves. It jumped on the social advertising bandwagon back in November 2013, and it has since been vastly expanding. For marketers, it’s interesting to watch Instagram evolve as an effective paid advertising program. Initially, Sponsored posts were reserved only for the big brands, but realising the potential, Instagram opened its doors to small and medium-sized businesses this since August, 2017. Taking full advantage of having Facebook as its parent company, the photo- and video-sharing app uses the public information from linked Facebook accounts to tailor its ads, attracting advertisers of all kinds. From photo, video, and carousel (multiple photos) ads, businesses are able to choose what types of posts show up in users’ feeds.   Create sponsored posts with these objectives:

  • Clicks to Website
  • Video Views

  • Mobile App Installs
  • Mass Awareness

Telling Stories Through Snapchat

Ah, Snapchat— every millennial and Gen Z social media obsession. The hugely popular video messaging app possesses a unique and undeniable “cool” factor, especially among today’s younger generations. Let it be known, however, that if you’re going to advertise on Snapchat’s “Discover” or “Live” sections, you will have fork over some big bucks. For example, right now, the discover ad starts at a $50,000. Daily. Yes, you read that correctly. Some brands have reportedly paid a whopping $750,000 to have their ads appear on the app. Snapchat then lowered their rate to two cents per view back in May of last year. In any case, it’s certainly not the ideal channel for your local mom-and-pop shop or a budding start up.snapchat discover and live ads While it’s mainly focused on video content, some ads also feature full-length articles for your scrolling pleasure. Brands like National Geographic, Mashable, Vice, MTV, Food Network, and more can be seen in the “Discover” section. The “Live” section spotlights promoted events (e.g. festivals, sports, concerts etc.) or featured locations. What’s interesting about these brands and publishers, is that they’re already so big that advertising on Snapchat doesn’t necessarily mean they want to immediately increase sales. What it does do is serve to encourage top-of-mind awareness in order for the brand to maintain long-term relevancy. Another unique characteristic that makes that makes Snapchat stand out from other social platforms is that it’s non-invasive; users have full control over the brands and content they see. The future of Snapchat’s social media marketing is still unclear, but it’s possible we may see smaller companies advertising on the platform, with options based on location and more.


While the paid social media marketing capabilities on LinkedIn are not as well known, it definitely shouldn’t be ignored as a legitimate avenue for advertisers. You can maximise your reach by placing ads on prominent pages and sections on LinkedIn. And of course, you can customise your target audience through job title, job function, industry, geography, age, gender, company name, company size, or which LinkedIn Groups they belong to. LinkedIn promoted advertising on news feed. Should you invest in LinkedIn Ads? Well, if you’re a local bakery and you want to increase sales in your area, LinkedIn might not be the most effective way to drive business. What’s different about LinkedIn as a social network is that it is geared towards professionals, and primarily thought of as a B2B platform. So if you’re an association that wants more qualified members to join or if you want to promote your corporate party and event planning services, then LinkedIn Ads could be what you need to give your business a promotional push.

The Takeaway

The advent of social networking has completely changed the way people communicate with each other. For a business not to take advantage of these channels through paid advertising and organic reach would be to completely miss out on countless opportunities stimulate brand awareness. Because everyone has something to say on social media, your message could very likely get lost in all the “noise.” With the help of an experienced and dedicated management team, you can implement a smart paid social media marketing strategy, setting yourself apart from the competition.  


Microsoft Launches Responsive Search Ads Beta to All Advertisers


Microsoft Now Enables RSAs to Advertisers

Microsoft Advertising globally opened responsive search ads, allowing all advertisers to start testing responsive search ads in their Microsoft Advertising accounts. Responsive search ads (RSA) were initially introduced by Google last year. The system serves up a combination of headlines and descriptions provided by the advertiser.

 What Are Responsive Search Ads?

During the open beta, advertisers can input up to 15 headlines and four lines of descriptions in each through the web interface, Editor, the bulk API, or existing RSAs from Google Ads campaigns.

Microsoft Responsive Search Ads
Source: Microsoft
Microsoft suggests using 8 to 10 headlines that do not include similar phrases, along with different descriptions. Since the combinations can serve in any other way, headlines and descriptions must work together in various orders. The best performing ad combination are identified and reported to the advertiser, while the underperforming ads do not serve up again. The combination can contain up to three titles and two descriptions. An ad strength gauge appears in the RSA editing window as a rough indicator of RSA performance. One responsive search ad can generate more than 32,000 ad combinations, and marketers can adapt the text ads to closely match what someone is searching for when they search for it.

How to Get the Best Out Of RSAs

  • “Create responsive search ads in the same campaigns with your current expanded text ads to avoid impression and click loss when testing effectiveness of responsive search ads,” says Microsoft.
  • The more headlines and descriptions provided, the higher the probability of the ad being more relevant.
  • Microsoft recommends pinning positions 1 and 2 for headlines and position 1 for description if order is your concern.
  • The company also encourages using and regularly reviewing the RSA performance widget to understand how responsive the search ads perform.

Google and now Microsoft both enabling RSAs is expected to make machine-learning powered format the new standard. RSAs seem to be the direction that text ads and ad testing will continue heading, with the ad systems actively determining creatives at the time of auction and adjusting based on historical performance.

read more

Google Ads Is Getting Rid of Average Position on September 30


Google To Sunset Average Position Metric

As announced by Google earlier this year, average position will soon no longer be part of Google Ads. Google will begin sunsetting the average position metric the week of September 30. Instead of average position, Google says advertisers should transition to using the position metrics introduced last year. These four new search ad position metrics focus on search top impression rate and search absolute top rate to indicate the percentage of impressions and impression share your ads received in the “absolute top” and “top” of page ad slots. Google’s reasoning behind the decision to eliminate average position is that it feels the metric is no longer useful.

The New Metrics

Google’s next chapter for metrics will focus on clarity. Google feels it has introduced newer metrics that better inform advertisers about what they primarily care about: that their ads are shown in places where they will drive more business. The following are four new metrics introduced by Google:

  • Impression absolute top %
  • Impression top %
  • Search absolute top impression share
  • Search top IS

The metrics tell advertisers two things: how often their ads are at the top of the page when they get an impression, and what share of all the top of page impressions they’re getting.

google search
Source: Google
In the announcement post, Google Ads product manager Pallavi Naresh gave the following rationale for the decision: “These new metrics give you a much clearer view of your prominence on the page than average position does.” Having a clear idea of your prominence on the SERP is essential to making informed bidding decisions. Evidently, Google feels the four new metrics are more insightful as far as bidding strategy is concerned.

What Can We Expect to Change

Starting from the beginning of the week of September 30, functions like rules using average position, custom columns using average position, saved reports that filter on average position and saved filters with average position will be permanently disabled. Average position will also be removed from any saved column sets, saved reports that use the average position column but don’t filter on it, and scorecards that use average position in dashboards. We will also see the return of ValueTrack parameter for easier information tracking about ads.

read more

Leave a Reply

Your email address will not be published. Required fields are marked *