Step 1: Define Your Goals
Paid ads all come down to working people from the top of your marketing funnel, where they haven’t heard of your brand, through to the middle and finally the bottom where you ask for the sale and they hopefully become a customers.
So, start by asking yourself, who is my target audience and what is my goal with them?
Is it to run an awareness campaign for your top of funnel audience and build your brand awareness?
Or, are you going after people who already know who you are and asking them to click through to a blog post or to a landing page?
Once you define your high-level goal, you need to be specific about how you’ll measure its success, whether that’s impressions, engagement, or clicks. To do this, there are 2 things you need to do:
Set up Google analytics and UTM parameters on your links: These are simple tools that b2b email lists poland let you track where your traffic came from and what it did once it got to your site.
Set up ‘Pixels’ on your site: This is a small snippet of javascript code that you can add to your website to track social media advertising efforts specific to each individual platform. For example, a Facebook snippet opens up the lines of communication between Facebook and your website that gives them information about the people who come to your site and lets the social network know if a user has done a certain action.
Step 2: Targeting
Next, you need to decide who is going to see your ad. As Peters explains, targeting is the whole reason social media marketing works as well as it does:
“Targeting capabilities are at an unprecedented level. Social media networks like Facebook, Twitter, LinkedIn, and Pinterest give you an incredible wealth of information about your customers, which let you create highly targeted ads that are tailored to our audience.”
There are 3 ways you can target your audience:
Develop personas of your intended audience: Ask why would someone want to click your ad? Who are they? What problem are you solving for them?
Retarget people who’ve seen you: You can also target people who visited your site or watched a video for a certain amount of time or went to another site. Custom audiences let you target people who already know who you are, which means that you can target top of funnel users with ads and then create custom audiences based on what those users do, pushing them further down your marketing funnel.
Competitor or lookalike targeting: These are groups of people who the social network believes like similar things to your current users (and therefore might like you), or who like a competitor’s page.