How To Design A Paid Media Marketing Campaign
- Paid media advertising is the perfect method for promoting brand content and driving business exposure across a variety of platforms.
- With a staggering 3.8 billion people using social media, there is a huge potential for brand growth through platforms such as Facebook, LinkedIn, Pinterest and Twitter, who all offer paid advertising opportunities.
- An ad set can include multiple ads, bidding preferences, budgets and schedules, but it targets a certain audience or term for each add.
- When planning your budget, bear in mind that bid costs can fluctuate, especially if you’re hoping to stay competitive in your market throughout the life of our campaign.
- One of the major benefits of paid media is the ability to target your ideal prospects through anonymised ad targeting which links with the platform user’s location, gender, age, interests and employment information.
- See the 8 steps to creating a paid media campaign below!
Table of Contents
- Paid Media Strategy
- What Is An Ad Set?
- How To Create A Paid Media Campaign
Paid Media Strategy
Social media and online ads are the new ways forward for digital marketing. With a staggering 3.8 billion people using social media, there is a huge potential for brand growth and sales through social media advertising; and paid media strategies are proven to bring results.
Paid media advertising is the perfect method for promoting brand content and driving business exposure across a variety of platforms. Social media platforms such as Facebook, LinkedIn, Pinterest and Twitter all offer paid advertising opportunities to spread your brand name.
Investing in a paid media strategy can benefit both B2B and B2C customers, targeting your desired audience on the best possible social channel. Combining paid social with organic social media tactics can be incredibly powerful, especially for brand looking to generate leads and deliver valuable engagement with their audiences.
Online advertising also includes Google Ads and Pay-Per-Click initiatives, which takes your advertising further to captivate search engine users and drive clicks through to your website. For a deeper insight on the benefits of Google Ads directly, check out this recent blog on the benefits of Google Ads.
Here, we’re going to predominantly focus on paid media strategies on social media platforms. To map out your paid media strategy, follow these 8 core steps to planning, building and monitoring your paid media campaign. But first, let’s get to grips with one of the key terms for paid media.
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What Is An Ad Set?
An ad set is the advertising grouping which controls each individual ad. An ad set can include multiple ads, bidding preferences, budgets and schedules, but it targets a certain audience or term for each add.
Each ad set determines how, when and where your ad will run, following your chosen audience characteristics, such as location, age and gender. For example, you can have a different ad set for each audience you want to target; if, for example, your brand was popular in London and Manchester and you wanted to target these areas, you would create two different ad sets for these locations. You can then vary the ad content, location tags and targeting accordingly. The ad set will then ensure that all ads in your chosen ad set follow the correct targeting, budget, schedule, bidding and placement without you having to manually check each individual ad.
How To Create A Paid Media Campaign
Step 1: Define Your Budget
The clue is in the name, with paid social defining your budget is the first key step into paying your way to success. Once you’ve determined your budget to work within, the rest of the campaign design gets a lot easier.
When planning your budget, bear in mind that bid costs can fluctuate, especially if you’re hoping to stay competitive in your market throughout the life of our campaign. With this in mind, perhaps set aside one third of you budget for bid adjustments and increases to give you paid media campaign the best possible results.
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Step 2: Define Your Goals
What are your objectives for your paid media campaign? Planning what you want to achieve from your paid media campaign will form the direction of your ad campaign. Do you want to increase brand awareness? Drive traffic to your website? Increase your sales conversion?
Whether your goal is to increase your following or to sell a new product, no matter what the outcome you need to have it predefined to centre your overall campaign. Your objective will help determine what platform you use, what ad copy your focus on and what audience you choose to target.
Step 3: Choose Your Platform
Once you’ve chosen your campaign goal, you’ll be able to decide which social media platforms to use to launch your ad onto. If for example, you’re looking to boost business leads, then LinkedIn and Twitter are probably your preferred platforms. If, however, you’re aiming to drive commercial sales, Facebook ads – including their Instagram and WhatsApp variants – might be more suitable.
Take some time to review the benefits of each social media platform and the different paid media opportunities they offer. You should also consider which audiences interact with these platforms and if they align with your target audience.
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Step 4: Who Is Your Target Audience?
Moving nicely onto defining your target audience, this step goes hand-in-hand with choosing your social media platform and takes your targeted approach to the next level.
One of the major benefits of paid media is the ability to target your ideal prospects through anonymised ad targeting which links with the platform user’s location, gender, age, interests and employment information.
This means that brands can create ads which are tailored to their ideal customer’s interests and ensure that this ad is shown to the correct demographic group. If that ad content is of interest to the user, they’re much more likely to click, therefor making ad targeting perfect for generating direct click-through success.
Understanding your target audience is crucial for paid media success. Utilise your customer data through email lists, social media followers and customer check out information to build a target audience data base. This is a great activity for all marketing pursuits, but it particularly useful for paid media targeting. From this data, you can build Ad Sets based on your target audience.
To get started, map out your ideal customer, including the following identifying features:
- Interests & Hobbies
- Location Check-Ins
- Goals & Values
Step 5: Plan Your Campaign Length
How long do you want your paid media campaign to run for? Setting a start and end date for your campaign is the next key step. Paid media campaigns can be effective across a range of time spans, from 1 week to several months, you need to determine the time to value ratio of each Ad Set and map out how long you’d like to see them running.
This will also be determined by your budget and bid level. Each social media platform will have a bidding process for how much you’re willing to pay for your ad to be shown on their site for a set duration.
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Step 6: Create Your Ad Set
Now you’ve got all the planning in place it’s time to create the physical ad – the fun bit!
Upload your creative properties to the add set; ensuring that they channel your business branding, tone of voice and values into the ad to bolster your brand awareness and get audiences familiar with your branding. Your creative properties could be an image, video clip, call to action link or just ad copy text.
Once this is complete, the social media platform will need to approve your ad before you can launch the campaign.
Step 7: Launch Your Campaign!
Approved and ready you can now launch your campaign! Launch your campaigns across your chosen platforms and check that they all go live correctly – congratulations, your paid social ad is now ready to be seen by your targeted audience!
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Step 8: Analyse The Results
Throughout the life of your ad campaign, it’s important that you monitor the ads to ensure everything runs smoothly. Frequent, real-time monitoring can also help give you an insight in to which ads are top performers and which ones may need reviewing and editing. You can also adjust your bidding accordingly, if certain ads are performing better, you can alter your resources to back the ad which brings the best results.
If you’ve enabled comments, you also want to ensure that you’re responding to any user comments or questions which could lead them to converting into a customer. It’s important to remember that a paid social ad is still a social post, so by its very nature, it will attract user engagement and this is a fantastic potential to nurture these interested users into new brand followers or customers.
When your campaign comes to an end, you should conduct a thorough report to detail the results of your paid media campaign. Analysing the successes and failures of your campaign will help inform your strategy for the next ad campaign and, could shine some interesting insights into your campaign. For example, a term that you thought might perform poorly might have exceeded itself, which could suggest a new untapped market opportunity – you’ll only know if you check!
Planning a paid media campaign can be time consuming, but the ROI opportunities for this marketing tactic are worth this added effort. For more information on paid media or to plan an expert lead campaign, call our trusted team today on 0800 088 6000.