Gary: You probably noticed by now, reaching quality audiences organically is getting increasingly hard to achieve: to be honest, hoping a piece of content to go viral may seem like a bit of a gamble. But instead of waiting for that day to come, you can always invest in Paid Advertising on Social Media to reach new audiences ASAP.
I get it, spending money on social is scary. It is just another expense that chips away at your budget. But what if I tell you that Social Paid Ads can help you collect vital data that organic posting just can’t do? Data that turns into information to help you make better decisions for your brand.
Before you can do that though, you must first understand how Paid Ads are being set up. Each social media platform has a different set of options available to you, but generally, they are just asking you for 3 things: Objective, Target Audience, and Content.
I will use TikTok as an example. First, it will ask for your Advertising Objective. Is your goal for the campaign to build Awareness? is it to cultivate Consideration? Or is it to generate Conversion? Ideally, as your business grows, your objective should change accordingly. You may want to first focus on building awareness. Later then, you may want to encourage people to go to your website and make a purchase.
The next step is the Audience profile. You will need to tell TikTok the description of your target audiences such as Location, Gender, and Age. Be sure to provide Interest and Behavioral attributes that closely match your ideal customer as well. This way, it will help the platform deliver your content to the right group of people.
Lastly, Content. Make visually stunning, thumb-stopping images and videos that match your objective. If you already are doing that organically, then you’ve done the work.
While your Ads are running and new people are seeing your content, TikTok is also collecting data in the background for you. Once you create a few campaigns, the data will start to paint a picture of your markets and your audiences. The more you do, to clearer the picture. This data is unique to your brand, and you can use them to improve your next communication or perhaps your next products or services.
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