Online advertising in 2016: social tools to use

2016-01-13 Daniele Pipitone posted:

Have you ever thought about doing online advertising? With this post we want to give you a little overview on what today’s methods of promotion on the web are, taking advantage of the different possibilities offered by social networks.

We have recently talked about two Google tools (Adwords and Adsense) that are useful for online promotion. Google is still one of the most known and used platforms on which you can invest small budgets with excellent results in terms of user involvement and addressing traffic to their site. In fact, thanks to ads that appear in search results or on space made available on multiple sites or blogs you can reach a high number of users.

Online advertising is growing every year simply because the results are very high compared to what one needs to invest. What are significant results? The effectiveness of online advertising is measured primarily in the number of clicks on your advertisement or more correctly "conversions" in the number of users clicking on your ad when they arrive on your site. This method allows you to “accompany” the user until the end of the sale, allowing you to see how a user goes through the click process, navigating the website until the final point of sale.

social tools

In recent years, several social networks have opened the opportunity to promote themselves on their own platforms allowing you to reach large target audience depending on your location and sector. The results vary according to the social network and can be very rewarding. There are different types of ads, not just banners, but ads more specific to the kind of social account where you can use videos, photos and posts to help with ad promotions.

Facebook

Facebook is a social network many are investing more in. Advertisement posts are selectively chosen to appear on the timeline of appropriate Facebook users Facebook.What is the advantage of Facebook? It is one of the most popular social networks and allows you to reach specific targets, that are well identified according to sex, age, country or location, tastes and habits.

Advertisements can be with text and images, directly leading users to your website or indirectly through the promotion of their Facebook page or a post on it, before heading to the website.

Facebook

Facebook offers different kinds of campaigns depending on your objective and what you would like to achieve. For example:

  • Boost your posts
  • Promoting your Facebook page
  • Direct people to your website
  • Get installs on your app
  • Increase engagement on your app
  • Reach people near your business
  • Raise attendance at your event
  • Get people to claim your offer
  • Increase video views

It is clear that the strategies can be very different and may be modified depending on the results of the ad.

Twitter

Twitter

Twitter is another way to promote various types of advertisements. Being a social network more niche, the results can be more scarce but what’s interesting is that there is high engagement with videos. As many as 90% of the videos are seen via mobiles (as of September 2015, source madri.com).

YouTube

YouTube

Youtube is currently undoubtedly the most important platform for sharing videos. Marketing is clearly an indirect one: it is difficult to get users to go directly to your website from videos but it is a great way for businesses to build their brand and engage to engage with their users. Videos continue to be the most popular way of engaging with web surfers.

Instagram

Instagram

Since September 2015 companies (even in Italy) have been able to use this platform to share photos from mobile phones. Brands can now share images or videos in users’ timeline panel as if they were a normal post. Instagram is still in the beginning stages of its advertising so we still have to wait and see what the success of promoted content (image and videos) on this social network will be.

Details to consider: Instagram campaigns are managed similarly to Facebook’s methods, allowing advertisers to study choose their demographics for a more targeted campaign. This allows for greater video views and more effective call to action.

Please note: Advertising is not enough in itself. One must use social networks to interact, comment, and share the brand and products’ content and experiences. Only then will your advertising campaign benefit. We hope we’ve helped you understand more about social media advertisement with this general overview, but if you feel lost in the jungle of advertising online contact us! We'll help you plan the campaign that best suits your needs.

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