This document discusses social media advertising and provides tips for an effective social media advertising strategy. It recommends defining your objective, determining your target audience based on different demographics for various social media platforms, evaluating your ad performance metrics, and tweaking your ads by testing different targeting, copy, creative content, and calls-to-action. The key aspects covered are setting goals, knowing your audience, analyzing results, and optimizing ads.

1. Social Media
Boosts and Buys
Brianna Anderson

2. $51,300,000,000
Projected Social Ad Spend in 2018 (Hubspot)
2

3. Define Your
Objective
Tweak
Determine Your
AudienceEvaluate
Place Your Ads
Cycle of
Progress
3

4. Define Your
Objective
▪ Awareness
▪ Followers/Likes
▪ Engagement
▪ Site Traffic
▪ Donations/Signups
4

5. 5

6. Determine Your
Audience
Facebook
▪ Female
▪ 45 - 54
LinkedIn
▪ Male
▪ 45% make >
$75,000/year
YouTube
▪ Male
▪ Reaches more 18 - 49
year olds than cable
Instagram
▪ Female
▪ 90% < 35
Twitter
▪ Male
▪ 18 - 29
Pinterest
▪ Female
▪ All ages
6

7. 7

8. Evaluate Your
Results
▪ Impressions / Cost-Per-Thousand
▪ New Followers
▪ Engagement Rates
▪ Click-Thru-Rate / Cost-Per-Click
▪ Conversion Rates / Cost-Per-Conv
8

9. Tweak Your Ads
Look at:
▪ Targeting
▪ Copy
▪ Creative
▪ Call-to-action
9

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13. 13
CTR
2.11% -
3.73%
CTR
3.17% -
6.31%
vs.

14. 14
▪ Scope out competition
▪ Use numbers
▪ Look at reviews
▪ Use emojis
▪ Keep it short
▪ Less jargon
▪ HAVE A CTA
Always
Test Copy

15. 15

16. 16
▪ Content format
▪ Length
▪ Text placement
▪ Add in faces
▪ Simple vs Complex

17. 17
TELL THEM WHAT TO DO

18. “In a world that
changes everyday,
remember you
must do the same.”
@brie_e_anderson