It seems like a lifetime ago that Facebook and Twitter were ad-free, however, in theory, social media advertising has come a long way in a short period of time. As the king of social media, Facebook launched their first advertising option back in May 2005.
Nowadays, social media and online advertising are many businesses first choice as it is often the most affordable option. Social media advertising works in a number of ways and that is why it works for such a diverse range of businesses. Would you like to find out more about targeting options? Find out more with our guide written by Smarter Digital Marketing.
Advanced Targeting Options
Advertisers are drawn to social media ad options due to their advanced targeting options. Other benefits which follow are that social media outlets provide reliable conversion tracking and prevalence on mobile devices.
It is scary how much information that social networks can gather. Social media sites such as Facebook have access to our user information, meaning they can target specific audiences. This is why social media advertising has such a reliable click through rate, as users are attracted to the service or product. There are a number of ways we can be “targeted”. Get in touch with a PPC Edinburgh company for more details on this.
This may seem fairly obvious; however, this type of targeting finds us through our self-reported interests. We have all added activities, skills and influencers to our social media pages and this information has been collected.
Behavioural targeting reaches specific users because of their purchase behaviours or intents. This may be people that have visited a specific page or app before, Facebook picks up on this and will link back to this. A digital marketing agency in Edinburgh should be able to help you do this.
Custom targeting: Digital Markerting in Edinburgh
Advertisers can upload a list of email addresses, phone numbers, user IDs, or usernames which they think will be successful. On Facebook, this function is called Custom Audiences, while Twitter calls its Tailored Audiences.
This type of targeting is only offered by Facebook and LinkedIn. This advertising format reaches new people who are similar to the audience that advertisers are trying to target. Lookalike targeting is great for businesses who want extend their reach new customers through social media advertising.
Mobile is Dominating
Millennials are a mobile dominated generation as laptops have become unnecessary for social media. We are now carrying around our accounts in our pockets. Statistics have shown that activity on smartphones and tablets account for 60% of digital media time spent in the U.S, making social media platforms the perfect location to advertise.
We rotate from checking Facebook, Twitter, LinkedIn and Pinterest multiple times a day, which means that these sites are the best place to be found, whether your business is relevant there or not. Businesses can become relevant by using social media advertising and advanced targeting. This is why it is so important to invest in quality SEO and web design in Edinburgh too.
The Demand is Growing
The marketplace for social media advertising is only growing and the statistics back this up. Recent findings have shown that advertising was 68% of Facebook’s revenue and 84% of Twitter’s in 2014. The smartphone nation is also increasing as over half of mobile phone users globally will have a smartphone by 2018, proving that your business should invest in a social media strategy before then.
This article was written by a digital marketing agency in Edinburgh Smarter Digital Marketing. The company provides both SEO Edinbugh and social media services.