One of the great advantages of social networks is that they serve the marketing strategy of any business. It does not matter if you are the person in charge of an international company or a local SME, or that you have a small budget for that advertising campaign: in all cases, you will have the possibility of reaching a potential market adjusted to your needs and promoting your products and services with costs adjusted to your possibilities.

The question is: How do we do it? And the answer is twofold: on the one hand, with an adequate social media strategy, and on the other, with simple advertising campaigns that will help you reach more customers in your sphere of influence.

This time we will focus on the advertising field and the most popular networks. Appropriate to carry it out: Facebook and Instagram, Twitter and LinkedIn. If you don’t have the resources to order these campaigns from specialized agencies, keep these guidelines in mind because they will help you create simple advertising campaigns.

Facebook Ads

This is the self-managed online advertising platform for Facebook and Instagram. With it we can show ads to users to carry out branding actions; promote our page, attract traffic to our website; sell our products, etc. It works by the same bidding method as Google Ads, but in this case, there is a much greater ability to segment the market. And setting up a advertising campaign is really easy:

• Define why you want the ad (for the user to leave their data, to go to your website, to like your publication) …
• Segment the public: the area in which the ad will be published, the date, the age range of your potential customers; Education, interests, languages, gender …
• Choose the place on the screen of the device where you want the ad to be displayed, the budget and publication dates, and the method of payment (per click or print).
• We make the payment and ready.

Before publishing, you will see a draft and then you can track the ads and their results thanks to its pixel. Creating ads on Facebook Ads is free: you only pay for each click (CPC) that users make, or for every thousand impressions (CPM), and the minimum budget is 5 euros.

It has many advantages but the main ones are its simplicity, its great segmentation capacity and the potential market for customers, since Facebook is the most widely used social network in our environment.

Twitter Ads

Twitter’s advertising platform is quite similar to Facebook’s, although more intuitive and somewhat more expensive. With it we can get followers, visits to our website, conversions on our site, retweets of our publications, email addresses of other users, etc. Just like on Facebook, we first have to decide what we want to achieve. Next, we determine the duration of the campaign, we segment it by the criteria it offers us; we indicate in which geographical location the ads will be displayed; we set the budget and our offer for every share that we get, and we pay. Also in this case we will be able to monitor the results of the campaign.

Twitter Ads stands out for the ease of use, the speed to configure the campaigns, the possibility of paying only if we get followers, the possibility of making a wide segmentation, and reaching other exclusive guidelines, such as users who interact with the Twitter accounts of television shows.

LinkedIn Ads

It is probably the easiest of the three to use and allows you to both serve ads to reach a specific audience and to sponsor posts that have a greater reach. In this case, an auction system also works in which we bid to show our ads to our relevant public. Obviously, this network is professional, and its objective will always be users with very specific job profiles. And that’s why it has particular segmentation options: geographical location, age and gender, but also position in the company, job function, titles, skills, training centers … LinkedIn allows us to pay per click (CPC) or per 1,000 impressions (CPM). And it offers a very interesting option: the possibility of sending the ads directly to the user’s LikedIn mailbox (sponsored InMail). In addition to this advantage, this network offers great accessibility to companies and is ideal if we want to impact a specific professional profile.

On the contrary, their CPC and CPM are high, and our potential audience has to have a fully defined professional profile for this option to be effective. In any case, its results are limited, so it should be defined as a complementary advertising campaign.

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