5 steps to social advertising success

Get ready to crush your next campaign

We hear you. Social advertising can be overwhelming, but it doesn’t have to be. We’ve squeezed everything you need to know about planning, creating, publishing, optimizing, and measuring social media campaigns into one guide. Read on to dispel your heebie-jeebies and advertise with confidence.

Planning

Step 1: Plan your paid and organic social media campaigns

A well-built plan is half the battle won. The more time you spend putting your plan together, the better your outcomes will be.

However, you can’t make a plan if you don’t know what you want to accomplish. That means setting goals. Well-defined goals help you determine your strategy, manage your budget, and set measurements to demonstrate return on investment. These can include:

  • Building brand awareness
  • Increasing conversions
  • Driving traffic to your website

 

Next, find your audience. Every social platform offers different advertising opportunities and allows you to target specific slices of its users. These quick guides will give you the rundown on three of the biggest social platforms.

Which platform is right for you?

Discover the perfect platform for your campaign by answering a few quick questions.
Start Now

Who are you marketing to?

ProfessionalsConsumers

What demographic are you most interested in reaching?

People under 35People over 35
Did you know nearly 80% of Linkedin’s advertising audience is under 35?
Try LinkedIn!

If you’re marketing a B2B product or service, Linkedin is clearly the place to reach a professional audience. With our cheat sheet, you’ll learn who you can reach and how to make winning ads to get the most out of this platform.

Want to learn about your other options?
Did you know 80% of Instagram Stories that include voiceover and music drive better results than ads without it, according to Meta?
Try Instagram!

The eye-catching visuals of Instagram draw a young audience to the platform, making it the perfect place to reach the under-35 crowd. With our cheat sheet, you’ll learn who you can reach and how to make winning ads to get the most out of this platform.

Want to learn about your other options?
Did you know almost all (98.5%) of Facebook’s advertising audience uses a mobile phone to access the platform?
Try Facebook!

You can reach just about everyone on the biggest social network in the world, including the highest concentration of users over 35. With our cheat sheet, you’ll learn who you can reach and how to make winning ads to get the most out of this platform.

Want to learn about your other options?

With your audience in mind, you’re ready to plan your content. Planning paid and organic content together ensures consistency and helps avoid confusing or overwhelming your audience with conflicting messages.

Key takeaways

  • Set well-defined goals for your program.
  • Use targeting features on social media to laser-focus your ads on your audience.
  • Plan paid and organic content together.

Get all the details for every step of the process in the full Social Advertising Made Easy guide.

5 steps to social advertising success

Get ready to crush your next campaign

We hear you. Social advertising can be overwhelming, but it doesn’t have to be. We’ve squeezed everything you need to know about planning, creating, publishing, optimizing, and measuring social media campaigns into one guide. Read on to dispel your heebie-jeebies and advertise with confidence.

Creating

Step 2: Create amazing content

Content anchors any good advertising strategy. Whether it’s a billboard, TV, print media, or social media ad, it pays to build a clever creative strategy before you pull the trigger on ad spend.

 

The average person spends nearly five hours per day on a mobile device, so you need to design to the constraints of that medium.1 A smartphone screen provides limited real estate for your ad, and you need to grab attention fast.2 Mobile users spend a mere 1.7 seconds with a piece of content. 

Source: 
risedesk.io
Source: 
VBOUT
Source: 
Mott and Bow
Source: 
Mott and Bow

Use a minimalist approach to hook the viewer visually then dazzle them with clever, catchy, and concise copy that provides a clear call-to-action. Make it easy for users to pick out the important elements of your ad at a glance with bright, contrasting colors. 

Key takeaways

  • Design for mobile.
  • Hook the viewer with a bright, minimalist design.
  • Reel them in with catchy, concise copy.

Get all the details for every step of the process in the full Social Advertising Made Easy guide.

5 steps to social advertising success

Get ready to crush your next campaign

We hear you. Social advertising can be overwhelming, but it doesn’t have to be. We’ve squeezed everything you need to know about planning, creating, publishing, optimizing, and measuring social media campaigns into one guide. Read on to dispel your heebie-jeebies and advertise with confidence.

Publishing

Step 3: Publish paid and organic posts from one place

Learning how to set up and publish ad campaigns on one social platform (nevermind two or three of them) takes time, patience, and some serious tech chops. Mistakes and miscalculations risk blowing your budget and losing an opportunity to make an impact on your audience.

 

Don’t sweat it. We’ve got you covered. Hootsuite has completely transformed how paid social is managed. You can now set up, publish, and manage ads across multiple social networks all on one friendly, familiar platform. Simply set up a campaign, select your audience and budget, and compose your ad in the same way you compose your organic posts.

 

With Hootsuite, you can also get an at-a-glance overview of all your social ads on LinkedIn, Facebook, and Instagram, alongside your scheduled organic content. 

You got it!

Views of the LinkedIn feed grew by 60% last year, and member engagement is growing 50% year-over-year. There’s no time like the present to get started, and this guide can help.
Retake quiz

Not quite…

You might be amazed to find out that views of the LinkedIn feed grew by 60% last year, and member engagement is growing 50% year-over-year. This guide can help you put LinkedIn’s active membership to work for your brand.
Retake quiz

Key takeaways

  • Compose, publish, and manage social ads with one familiar platform.
  • Handle paid and organic social media across all networks.

Get all the details for every step of the process in the full Social Advertising Made Easy guide.

5 steps to social advertising success

Get ready to crush your next campaign

We hear you. Social advertising can be overwhelming, but it doesn’t have to be. We’ve squeezed everything you need to know about planning, creating, publishing, optimizing, and measuring social media campaigns into one guide. Read on to dispel your heebie-jeebies and advertise with confidence.

Testing/Optimizing

Step 4: Test, optimize, repeat

Publishing is just the beginning. Now it’s time to supercharge your campaign by keeping an eye on performance and testing different versions to discover what will drive the most conversions.

 

A/B testing allows you to test variations in your content to identify the combination that reaches your audience most effectively. Small changes in style, tone, imagery, and format can have a big impact on the viewer. When you find what works, reallocate your ad budget to swap it out for what doesn’t.

 

Use the slider to see two variations of the same ad. Only one element has changed between the two, can you spot it?

Source: 
Facebook Ads

Struggling to find the ideal placement for your ad on a platform? Hootsuite’s automatic placement feature removes the guesswork by allowing Meta’s algorithms to determine the best spot for your ad to appear on Facebook or Instagram.

Ready to optimize your ads?
Get your A/B testing checklist.

Key takeaways

  • A/B test small variations to dial in the perfect copy and design.
  • Cut underperforming ads and boost the best.
  • Use Hootsuite’s automatic placement to optimize ad placement.

Get all the details for every step of the process in the full Social Advertising Made Easy guide.

5 steps to social advertising success

Get ready to crush your next campaign

We hear you. Social advertising can be overwhelming, but it doesn’t have to be. We’ve squeezed everything you need to know about planning, creating, publishing, optimizing, and measuring social media campaigns into one guide. Read on to dispel your heebie-jeebies and advertise with confidence.

Measuring

Step 5: Measure your success—and show it off

You’ve executed a killer campaign. Now everyone needs to know about it. You have to share your success and prove you're spending your social advertising budget efficiently. Luckily, you’ve already started.

Discover how to prove the impact of your social ads.

Remember your goals from the first step? Turn them into measurable metrics you can use to judge performance. For example, a goal to drive traffic to the website and boost sales can be measured by tracking:

  • Click-through rate and cost per click
  • Add-to-carts and checkouts initiated
  • The number of purchases and value of each purchase
     

Every social network is bursting with data you can use to track the success of your paid and organic posts. When it’s time to show results, Hootsuite can tap into that data across platforms and create beautifully designed, insightful reports to impress your boss.

Report 

Use multiple visualizations, comparison options and filter options to view your organic social and ads data side-by-side in one report. Get started with “Ad Analytics” report templates that focus on different stages of the marketing funnel.

Advertising Performance 

Get a holistic view of all your individual ad campaigns, ad sets, and ads performance data, all on one page. Dive into the breakdowns of your post metrics (publisher platform, age, country and more) in one click. 

Compare and Filter

Use comparison and filter options in tiles to breakdown and segment your data by ad type, status, ad campaign, and more. Get key insights about which strategies are the most effective and which ones need to be refined further.

Key takeaways

  • Use business goals to create measurable metrics.
  • Tap into your social network’s data to see the bigger picture.
  • Generate easy-to-read reports with Hootsuite to show off your success.
We promised you “easy” social advertising. And we keep our promises. With Hootsuite Social Advertising you can plan, create, and manage social advertising campaigns from start to finish—all within the same dashboard you use to manage your organic social media efforts.
To learn more, check out the full 
Social Advertising Made Easy guide.
To learn more, check out the full 
Social Advertising Made Easy guide.

Want to see Hootsuite Social Advertising in action?

See for yourself how paid and organic are better together—and better on Hootsuite.
Request a Demo