Wrapping up the series of Ads on Social
So far, in this 4-part series on Social Ads, we have covered:
- 80 | Know your Target Audience
- 81 | Editorial Calendars for Social Ads Planning
- 82 | Running Ads on Facebook
And we will be wrapping it up with this episode on Pinterest and LinkedIn Ads.
Social Ads on Pinterest
Pinterest is a great platform to give your content a longer lifespan. We all know the limited exposure our content gets on other social platforms, but Pinterest will keep your message going for years to come.
Take this podcast for example. The very first episode we released in February of 2019 is STILL getting pin saves on Pinterest. TWO YEARS LATER! You can’t say that at all about Twitter or Instagram.
And if you put a little money behind your pins with social ads, well, then you will get even MORE traction with them.
What is your Pinterest Strategy?
Before you run your ad, you need to decide if you are going to create a new pin for the ad or give some love to a pin that is already doing well? Our strategy here at Chill for our smaller ads is to put a little money on our latest episode release. This way we are building brand awareness.
Either option is just fine, you just need to know before you get started so you have everything you need.
Creating your ad
With Pinterest, you have 5 main Campaign Objectives to choose from:
- Brand Awareness
- Video Views
- Catalogue Sales
Then you need to choose the type of ad you want to create:
- Standard Pin Ad
- Carousel Pin Ad
- Video Pin Ad
- Shopping Pin Ad
- App Install Pin Ad
When you are going through the process creating your ad, you will also need to know your target audience (see Episode 80), budgeting (see Episode 82) and your ad copy. If you want to learn more about image sizes and ratios for your image, check out Later’s article on Pinterest Ads.
Once your social ad is done running, be sure to review your results to see how it performed. You should also make sure you have the Pinterest Tag on your website to track results to your website. Make any changes or adjustments to see if you can get better results.
Social Ads on LinkedIn
As we all know, LinkedIn is a social network platform that caters to a more professional atmosphere. While it is a great platform for businesses that are B2B, it can still be just as rewarding for B2C businesses. Remember, at the end of the day, we all sell to individuals no matter our business model.
There are two main differences with LinkedIn ads vs other social ads. The first is that your CPCs are generally going to be more. While you can get that cost as low as $0.20 on sites like Facebook, you will more than likely see this cost starting at $2 or more (see Neil Patel’s LinkedIn article).
The second is that the targeting is more aligned with business data like job position or title, company size, etc.
When creating an ad on LinkedIn, you first need to decide what type of ad you will run.
- Sidebar Ad
- Sponsored Home Feed Ad
- Sponsored InMail Ad
Be sure you have also added LinkedIn’s Insight Tag to your website to track conversions.
Then determine your objective for the ad:
- Brand Awareness
- Website Visits
- Video Views
- Lead Generation
- Website Conversions
- Job Applicants
When working on your budget for your LinkedIn ad, keep in mind that they have a $10/day minimum ad spend you must pay. Review everything, then launch your ad.
It’s not too late to plan for 2021!
If you haven’t already gotten your 2021 Chill Editorial Calendar, then I want to make sure you can easily get it now.
Over the years, we have talked about our Editorial Calendar several times. Here is that list for your convenience:
- Episode 9 | Editorial Calendars
- Episode 28 | 4 Tools Small Businesses Should Use
- Episode 33 | Chill’s 2020 Editorial Calendar
- Episode 48 | Chill’s 2020 Editorial Calendar
- Episode 56 | Planning for Second Quarter of 2020
- Episode 70 | Wrapping up a Month of Planning
- Episode 76 | Planning for 2021
- Episode 81 | Editorial Calendars for Social Ads Planning
- Using an Editorial Calendar
If you want some additional help working with our EC, we’ve also got a Quick Start Planning training that you can check out.
I would also love to see you join our FREE Facebook Group: Chill Collaborative for DIY Marketing.
Until next time…