Advertisers need to understand how to best target their ads to the people who matter most, and then they need to know how to get the most bang for their buck, said Sarah Schulman, vice president of digital media and marketing at the ad agency Ogilvy & Mather.
“There’s a lot of confusion about how to build a successful social media strategy,” she told The Huffington Post.
“It’s hard to get people to invest in your brand without knowing the right questions.”
So how do you make sure that you’re asking the right question, when you’re doing the right thing?
“Advertisers who are trying to target their audiences, they want to be able to identify the people they need and what they can do better,” Schulmans said.
“They want to know if they can reach the people that they think they can get and what the brand can do to get there.
That’s where it’s going to take some time to figure it out.”
To find out which questions to ask, you’ll want to start by taking a look at your audience.
Are they the ones who’ve purchased an item on your site in the past 12 months, or have you added them to your social network?
You’ll also want to look at how many times they have watched your videos.
“The most important question is: Do you have a good story or compelling video to tell?” said Sarah.
You’ll want your ad buy to be simple and effective.
The most common question to ask when creating a Facebook ad is “how can we make it the most compelling thing possible?”
You want to avoid overcomplicating the ad by asking a ton of questions.
“I try to answer every single question I can, even if it’s not the most relevant one,” Schuilmans said of how to answer a question.
“You want to build an ad strategy that’s very compelling to the audience, that has a clear purpose and that doesn’t feel rushed.
That way, they’re not left wondering how they got here and how to find you next.”
The key to making sure that your ad is compelling and memorable, according to Schulma, is that it’s an ad that is engaging and memorable.
It needs to be an ad with a strong emotional connection.
“A lot of times when you make an ad, it’s really about what’s the emotion of the story,” she said.
To find that emotional connection, she suggests doing research on your audience, where they spend time, and what people like to do.
“If you’re not really sure what the audience is doing, you’re probably not going to get them to buy,” Schulzman said.
Advertiser research can help by identifying your audience’s interests, and understanding what they’re likely to be interested in, Schulmons said.
This data will help you determine what types of topics, products and services your ad will be relevant to.
For example, you can ask your audience if they are likely to buy something related to your product or service, or if they’ll be interested if you use your ad on their newsfeed.
“Do they like your products?
Do they like how your ad looks?
How do you show them your product?”
She also recommends looking at your ad’s location, to see if it has a similar look to a social network ad.
“Look at the ads that are most similar, especially if they’re from other places in the country, or from other markets,” Schull said.
It’s important to note that even if you have an ad campaign in place that has been very successful, it doesn’t mean that it will be perfect.
“When you go into an ad buying session, it might be that it doesn.
I’m always amazed at how often people forget to pay attention to things like location, color and contrast,” Schüler said.
There are a few things you can do before you go in for your first ad buy.
“For example, if you’re a consumer, you might want to get some feedback from your friends and family about your ad,” Schilmans suggested.
You can also set a timer to ask yourself if it makes sense to spend money on your ad.
Then, when the timer expires, you should check your inbox and see if you missed out on any potential customers.
“That’s when you might ask yourself, ‘Am I missing out on a customer?’,” Schillman said of this decision.
It can be especially important for brands who are targeting a younger audience.
You might be able get some additional feedback from people you know in your network, or you can look to people who have already bought your product.
“Don’t be afraid to ask your friends, or find out if they buy it,” Schunlman said about setting up a timer and asking your friends if they would be interested.