Advertising on Twitter and Facebook

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August 01, 2014

Advertising on Twitter and Facebook | Lorman Education Services

Which is better, Twitter® ads or Facebook® ads? How do you compare? When starting an advertising campaign on any social platform one should first establish goals. Determining which platforms make the most sense for your business is essential. Do a simple platform comparison that includes investment minimums, cost metrics, if they are self-served, etc. This will give you a clear picture about each platform.

Next, you must outline which tactics on which platforms will help you meet your business goals previously established. Brainstorm and develop a tracking and measurement plan. Which metrics will you measure? How will you deem your campaign a success? Metrics could include referral traffic, clicks, replies, follows, likes, leads, and more.

After launching a campaign, you must maintain it. Optimize it throughout the life of the campaign. Determine check-in points when data is collected to be analyzed to ensure the most success possible.

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Here are some Twitter® and Facebook® best practices when it comes to advertising.

Paid Twitter [1]

  1. Decide on goals and objectives
  2. Develop a measurement plan
  3. Do not use hashtags in paid tweets
  4. Decide whether or not you want to do “promoted only”
  5. Choose targeting and campaign structure depending on goals
  6. Swap Tweets every 1-3 days
  7. Include multimedia
  8. Lead with a call to action!
  9. Monitor Closely
  10. Test and tweak
  11. Report

 

Facebook Ads

  1. Landing page: keep users on Facebook (29% lower CPC)
  2. Images: people, particularly close-ups tend to work best
  3. CPC vs. CPM
  • Test with CPC to find top performers, then switch to CPM
  • Include branding in your images to increase awareness
  1. Body copy: explain “what” are you offering and “why” they want it
  2. Targeting: balance relevancy with reach
  3. Device: keep mobile in mind – over 55% access via mobile devices

[1]  Richter, Brittany Elizabeth. “Paid Social Advertising Worth Investing In.” Social Media Strategy: From Reputation Management to Conversions…and Beyond. Atlantic City, NJ: The Association of Strategic Marketing, 2013. 23-30.

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