With so many real estate agents advertising on social media these days, many ask this question. How to avoid social media advertising mistakes in 2019?
In 2019, experts estimate that social media advertising to reach $18.4 billion.
Take advantage of the power of social media advertising to drive engagements, web traffic, and conversions your way.
Avoid the following mistakes:
1. Failing to Customize Your Ads for Social Media
It takes much time to shoot the perfect video. But, that doesn’t mean you should post nice looking videos on social media channels for the sake of it. You need to customize your advertising for specific media such as television, outdoor ads, radio, and display ads. The same goes for social media ads.
Social media viewers consume content differently than traditional ads. If you fail to capture a viewer’s attention quickly they’ll just scroll past. A recent Facebook-Nielsen study shows that a video’s impact occurs within the first 10 seconds. In addition, video ads should only last 15 seconds or less.
Make sure you design your ads for mobile audiences as they now prevail over computers. The creativity of your ads must make an immediate impact on the feed to catch attention. Facebook now lets you upload vertical and square images for web traffic ads. Twitter allows you to use their “cards” to attach to tweets to use more space in the feed.
When designing your ads take advantage of these features to reach mobile audiences. Also, consider channels use different ad formats along with creative specifications. So, put some thought into the best creativity and formats to reach your audience.
Besides videos, consider using content best suited for an Instagram “Story” or a Snapchat. Even LinkedIn InMail offers you a platform for hard-sell pushes. Thus, take your time designing content for specific platforms and placements for greater success.
2. Failing to Test Your Ads
It’s fun being creative. It takes imagination and good humor to think of creating ways to attract attention. But, you must test each creative idea to see if others think like you do.
A/B testing compares two versions of a single creative ad by testing viewers’ responses. The results tell you which (A or B) is more effective.
For instance, in an e-mail campaign use two types of different Calls to Action encouraging viewers to buy something. Two separate identifying promotional codes appear in each email letter. An example like:
- A: 500 people receive an e-mail with a Call to Action saying: “Offer ends Friday! Click on Code A”; and
- B: Another 500 recipients get a Call to Action declaring: “Offer ending soon! Click on Code B”.
The content remains the same on the two emails except for their Call to Action. Over the same period of time, one code may receive more click-rates than the other. If significant enough that Call to Action gets used on the real email campaign.
A/B testing used for all aspects of advertising and marketing campaigns. Including more effective videos, images, content, and landing pages.
Experiment with your creativity and potential ads. Test them to see which ones receive higher click-rates. Test your landing pages to see which one produces more conversions. Find what works best for you!
3. Failing to Take Advantage of Pixels
Nowadays, most social media channels offer little snippets of code or tracking pixels you use on your site or by using Google Tag Manager for tracking users’ behaviors on social media. You need to use these features on your site.
For example, use these to pixels for building customized audiences and tracking their behavior on your site and other channels. Later, you retarget these users with customized ads based on their behavior patterns.
Also, use them to get access to a greater level of marketing campaign performances. For example, use LinkedIn’s Insight Tag (pixel) provides you with anonymous profile data (like company, location, and job) about users who engage with your content both in ad campaigns and the LinkedIn site. On the other hand, Facebook lets you know if clicks on your ads translate into landing page views or drop off before landing on your site.
So, install the pixels and expand your custom audiences and use the new data to see how your campaigns succeed and tweak them for future ones.
4. Your Landing Page Fails to Convert Users
After all your hard work customizing ads and using pixels your users end up on a lack-luster landing page. Thus, no conversions resulting in a failed campaign.
This leads us to “Clickbait” defined as a hyperlink designed to exploit viewers’ curiosity. Then, when the curious clicks on the hyperlink it goes to a landing page of “dubious value or interest”. Avoid the dreaded clickbait reputation when enticing viewers to visit your landing page.
Poor user experience at your landing page defeats all your ad campaign efforts.
You want a good Return On Investment (ROI) for your social media ads. Money spent wisely on ad campaigns to generate business.
Make sure you provide good information and deliver on all promises which enticed viewers to come to your landing page. Also, verify that your landing page is easily viewable for every mobile device. Use mobile-friendly buttons on your social media campaigns. Provide a clear path to conversions on your landing page.
5. You Failed to Optimize for Performance
One of the best features with social media advertising is the ability to quickly change the content as the need arises.
Never use a “set it and forget it” ad campaign on social media.
You must monitor each ad campaign to see how they progress or fail. Then, optimize the campaign for better performance.
Don’t worry about what seems like a lot of work. Most social media channels provide some type of automation to determine campaign results. In addition, integrate with Google Analytics to view data and metrics on and off channels. Also, add UTM tracking to your links to determine which specific ads produced the best conversions.
Finding the best conversion rates on your landing page determines success.
One last thing, what works for some brands (even real estate ones) doesn’t always work best for your campaigns. Keep up with social media advertising trends in 2019. Your success with paid social media ads and strategies evolves with the social media channels.
How to avoid social media advertising mistakes in 2019 as explained here involves the following 5 tips:
- Customize your ads for social media;
- Test your ads;
- Take advantage of pixels;
- Make your landing page convert users; and
- Optimize for performance.
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Steven Rich, MBA – Guest Blogger
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