Most businesses struggle with the dilemma of choosing organic or paid social media because they find it difficult to understand the algorithm. Social media is a great place to advertise your brand and bring significant growth. But it takes a lot of research, analysis, and expertise to hit the right target audience and get reasonable conversion rates and brand awareness. Paid social ads have many layers to them; it can be complicated to understand these layers. But, we have simplified these layers in some easy steps that can help you find your way around paid social media campaigns:

What is Your Objective?

The first and foremost step for building paid ads is identifying your objective. Your choice will affect the overall result of your ad, so make sure you identify the right objective considering your brand values, aim, product, and service. Each social media platform, be it Facebook or YouTube, has different categories. These categories make up the “full marketing funnel”. Some of the purposes behind these ads include getting more likes or comments, gaining followers, increasing conversion rates, creating brand awareness, etc.

Who is Your Target Audience?

There is a set of ideal customers for every product or service. If you want to advertise your business, you must consider your ideal customers so that it entails good results. If you post your ads targeting everyone, it will be like your customers walking past your shop in a market. This is called “spray and pray” in advertising lingo. But if you narrow down your audience to only the ones who fall in the category of your ideal customers, it has a better chance of giving substantial results. A great way of doing this is by creating a buyer’s persona. It is like making a fictional representation of your ideal buyer based on market research, a character with personal and professional life, key responsibilities, hobbies, and a preferred content medium like a newspaper, social media, etc. So, based on this persona’s preferences, you must frame all your advertisements.

Which Social Media Platform Would You Choose?

There are various platforms available for you to advertise your product or service. Each platform has a set of users and potential customers for you. Many people claim that Facebook is the best platform for your business as it has a wide range of audience. However, some ads work better on LinkedIn, Instagram, or YouTube than on Facebook. It depends on your campaign, so choose the platform wisely.

What Content Format Would You Choose?

There are different types of formats in which you can post your social media ads. Each design has additional features and potential. So, you can choose the one that suits your purpose best or play around with different formats to bring some variety to your ads. If your product has a visual appeal, you can post a video ad explaining your product or giving a customer testimonial. You can also post an informative carousal as they have good potential for lead generation.

What is Your Budget?

Once you complete all the above requirements, you can fix a budget for your ad posting. You must research different platforms for their minimum ad budget requirements so that you can be prepared for it. The standard amount can be based on per impression, per click, or day basis. You will get a set amount of views on a specific budget, so you bid for the best number of pictures you need for your advertisement.

Did You Optimise Your Post?

Lastly, optimise your ad by conducting an audit after completing all the steps mentioned above. This should cover all the factors that can influence your post’s success, like world events, time of posting, competitor’s latest posts, seasonal changes, etc. All these steps will ensure that your post is ready to go as an advertisement and has a good potential of getting results.