Firstly, let’s begin by understanding what paid social media is and why different businesses invest in it.
Paid social media is a method of displaying ads to specific audiences on social media platforms. To choose the best social platform for your advertising, you must think about your target audiences! Do you know their interests? Do you know if they own a business? And most importantly, do you know their challenges?
What is Paid Social Media Strategy?
Paid social media strategy involves using ad tools on social media platforms to create and post targeted ads to ensure it reaches specific audiences. Paid social media strategy objectives usually include awareness, consideration, or conversion to allow your customers to proceed further through the buyer’s journey.
A successful paid social media strategy can increase your ROI, allowing you to scale your campaigns for the future.
What is Paid Social Media Retargeting?
It’s as simple as it sounds! Retargeting is a form of targeted online advertising that reaches people who have already visited your site based on their previous actions. It’s all about reminding your visitors about your products and encouraging them to purchase. Now you may be wondering how you can get your customer back onto the site.
As visitors finish browsing online, social retargeting reintroduces them to products they are already interested in, with promotions encouraging them to return to the site. Social platforms such as Facebook and Instagram make it easy for marketers to retarget consumers through various ad formats.
When someone visits your website and completes an action, such as visiting a page or placing an item in their basket, a cookie that is placed in the browser will record the action and send it to your ad platform. If this user is in your targeted audience, the visitor will be shown an ad based on prior engagement and purchase intent.
Tips for a successful Social Media Retargeting Ad
- Segmenting audiences – a group of people that you will target
- Limit your ads – it’s important not to overwhelm your audiences with the same ads; you never want to spam!
- A/B test your ads – understand what works best for your audience.
- Create ads that reflect your business – you need your customers to recognise your brand immediately.
- Create a sense of urgency – this will encourage your target audience to take immediate action.
So why invest in Paid Social Media Retargeting?
As social media takes up a lot of the user’s day, it’s crucial to provide them with a customised experience. Retargeting helps you create better customer experiences by serving audiences with relevant content. The more specific the targeting, the more it provides a personalised experience to your customer.
Here at ExtraDigital, we can create tailored strategies adapted to your target audiences and optimise your budget. If you’d like us to create a paid social media strategy, contact us now!