What’s new in targeted advertising on social networks

Every marketer has heard of, and many have used or intended to use, a customer or group of customers targeting option. There have recently been some interesting explanations on this matter from the opinion-forming European Data Protection Board, which have shed a little more light on how to understand the processing of personal data when using custom audience services offered by many social network service providers, such as Facebook and Google.

Facebook, Instagram, Snapchat and Linkedin have billions of users worldwide. Therefore, presence in social networks is important for the company. This allows you to increase your visibility among the target audience and attract new customers!

However, it should be remembered that for effective communication on these sites, it is necessary to adapt the strategy of activities in social networks to the selected support. Each program has its own specifics, target group and trends.

Choosing the right communication platform also depends on the type of business, goals, target audience and the content you want to share.

We present some tips and key points for a successful communication campaign using these digital tools that will give your brand the right image.

Advantages of targeted advertising in social networks

Social Media Targeting – Facebook and Instagram are usually the first things that come to mind when considering social media platforms for marketing activities. And in addition to setting up advertising targets, we can conduct advertising activities in Messenger and Audience Network from the advertising cabinet.

The FB Ad Panel allows you to create ads using a variety of ad formats, including display ads, single graphics, carousels, featured ads, and video ads. You can also promote organic content: posts, stories and videos or use the services of advertising through professionals.

Available campaign goals:

• recognition – allows your brand to appear in the minds of users. You can set up targeted advertising by: assortment, brand recognition, video viewing;
• traffic – redirects users from the ad to the site. Optimizing for link clicks or landing page views is possible.
• activity – we use it in campaigns where we want to encourage the user to take some kind of activity. Available optimization: under messages, video viewing, post activity;
• contacts – a target we use to encourage a potential customer to contact us to collect leads. Optimization for: instant forms, messages, calls, registrations;
• App promotion is an ideal goal for mobile apps, you can set optimization for app installs or in-app events.
• sales are the most important goal for e-commerce, which encourages you to buy directly from the online store or through FB or IG;
• low costs – the cost of a one-time broadcast of an advertising message to a potential consumer in social networks is one of the most important decisions of digital marketing. In addition, the advertising budget in advertising on social networks is very flexible and easily controlled, and the algorithms of individual media suggest where to direct funds so that the campaign brings the best final result;
• diversity – social networks offer a wide range of advertising formats, adapted to the goals of the activity, and high flexibility in terms of changing already conducted campaigns. In addition, social channels offer the choice of a specific goal that you want to achieve with the help of marketing agencies.

Advertising in social networks – the choice of the target group

One of the biggest benefits of social media targeting is the ability to target a specific audience with an ad message that matches their personality and demographics.

How can we choose the target group?

• custom audiences are the first available targeting options used for advanced targeting to people who have already interacted with your brand (for example, visited a website or store). This means that if a user has visited your landing page, they will also see your social media ad. Specialists call such actions remarketing and can only use them when downloading cookies to our website;
• Facebook pixel. This type of advertising is advanced and complex, so it requires special knowledge and experience. However, it brings extremely fast and beneficial results in the form of conversion and increased traffic to your company’s website;
• targeted advertising – settings by location. The target group can also be selected using positioning algorithms. Ads allow you to select specific regions of interest to us in which to display ads. Interestingly, Facebook, for example, is not limited to specific cities or countries, but also offers targeting, for example, by time and currency zones, administrative units or specific areas of the city;
• demographic data – this option of targeted advertising, the agency offers to choose people of a certain gender, age or native language. This form of audience selection should be used with thought and caution, because competent planning allows you to significantly reduce campaign costs;
• targeting options, thanks to which we can even better select the target group using additional information about users.

Advertising targeting allows you to precisely target specific groups of people who can become potential customers of your company. Before choosing a targeting option, it is important to consider who is actually receiving your services. For this, it is best to rely on the knowledge and experience of people who are well versed in Facebook Ads algorithms, who will help you choose the best options for your business, namely ordering targeted advertising from our agency.