Social media is a tool that we use everyday in our personal lives, but is often a complexity that marketers struggle to understand. How can you efficiently leverage this multi-tool of Facebook, Instagram, Snapchat, Pinterest, and Twitter to benefit your ad spend and drive quality users down the funnel? We take a look at a few key social media buying fundamentals.
The U.S. social network user population reached over 185 million people in 2016 and is expected to surpass 200 million within the next three years.* Access to these millions of users provides marketers the ability to identify key demographics and target audiences by location, age, interests, and behaviors. By reaching more defined users, marketers can better optimize campaigns to drive quality installs, engagement, and high user LTV.
A/B Testing Scalability
It is common practice for marketers to test multiple creatives across media channels to gain an understanding of what visuals and messaging their target audience best connects with. Platforms with extensive reach across target audiences, such as Facebook, Instagram, and Snapchat, have even greater flexibility for A/B testing success. Marketers can test various creatives at scale and optimize the highest converting iterations.
AdAction’s team of experienced internal media buyers is dedicated to helping marketers with their social media campaign needs. Our experts have been listening to your questions and have three quick tips to enhance your efforts:
Q: How do I know which platforms I should be buying on?
A: Each platform offers unique audiences, ad formats and targeting options. To determine which platforms need to be prioritized, start with your primary objective: What are you looking to accomplish, above all else? If it’s massive scale, focus on platforms that have the largest engaged audiences. If you’re trying to reach localized audiences with modest budgets, focus on platforms that offer specific targeting and a small barrier to entry.
Q: What should my social ad say?
A: Testing a variety of copy and creative is the best way to know what works for your target audience, but one general best practice is to keep copy and creative focused on one app feature at a time. Many app marketers showcase multiple app features in a single line of copy and run the risk of their audience ignoring the ad completely. Keep your ad focused on quickly conveying one value proposition. If you need to include multiple features, use a carousel display for users to consume the ad’s content at their own pace.
Q: How do I know if I can continue scaling my campaign without impacting performance?
A: Increasing daily budget caps in small increments allows you to find the point where you may need to spend more conservatively. Review the hourly breakdown of your ad spend to see if your campaigns are entering more costly auctions towards the end of day in order to spend your full budget. That’s a sign you may want to pull back or broaden your audience.
So what do you do now? Apply these key insights to your next marketing campaign and leverage social media to target the audience your app needs with a message they’ll want to engage with. If you run into any more questions along the way, contact AdAction.
About AdAction Interactive
Driving 300+ million installs since May 2013, AdAction is the mobile app industry’s leading performance-based marketing platform with over 320% average year-over-year growth. Our team of experts deliver over 6 million monthly conversions for Fortune 100 companies and elite agencies, including exclusive partnerships with top media sources around the world.