Social Media Posts Vs Paid Ad

1. 1
Part 13
Social Media Posts
Vs
Paid Ads on Social Media

2. PAID SOCIAL ADS
VS
SOCIAL GROUP POSTS
Free Marketing
This is for organic free social
marketing, to turn a loyal social
follower base into website visitors or
to direct them to your own social
group.
Announcements
Paid social ads are ideal when you
are planning to make a new
announcement or if you are
launching a new product/service for
your brand.
Targeted
Targeting a specific audience
segment: With optimised paid social
ads, you can target a specific group
of people based on their
demographic or location details.
Organic Reach
Social posts are not paid for and
contain an organic reach. They target
a specific social group with a very
specific common interest, i.e. a
group may be about board game
reviewers and not about board
games in general.
SHORT
TERM
LONG
TERM
Social Group Posts
Paid Social Ads
2

3. PAID SOCIAL ADS
VS
SOCIAL GROUP POSTS
Specific Interest
Social posts provide a way to target
a very specific interest.
Brand Awareness
Paid social ads create brand
awareness.
Paid Social Ads
Specific Targeting
Paid social ads target a specific
audience segment, but not
necessarily a very specific interest (i.e
not within the general common
interest).
Social Presence
Social posts create a social presence
and a way for you to contribute to
that community.
Social Group Posts
SHORT
TERM
LONG
TERM
Instant Traffic
Paid social ads drive instant traffic
to your website or product page.
Connections
Social posts provide a platform to
gradually build a following, which in
turn becomes much stronger over
time than the affect of paid ad’s.
3

4. PAID SOCIAL ADS
&
SOCIAL GROUP POSTS
KEYWORDS
Use relevant key words and keep
it positive. 1-2 in title / 4-8 in
main body of text.
BE SPECIFIC
Ensure your ads/posts are tailored
to your audience.
RIGHT LENGH
Keep your ad / post at the right
length. Don’t waffle too much and
break it down.
PICTURE OR NOT
Use a relevant picture. Not all
group posts warrant a picture
though, so choose wisely!
4
Post descriptions between 100 and 250
characters get 60 percent more
engagement than ones that are more
than 250 characters, according to
Facebook. A “See More” link is produced
after 477 characters to reveal the rest of
the text.
Do’s

5. PAID SOCIAL ADS
&
SOCIAL GROUP POSTS
JARGON / NEGATIVE
Avoid jargon and negative words.
DON’T CONFUSE
Don’t confuse the reader. Avoid
changing the subject and make
sure what you say makes sense.
TOO LONG
Don’t make the ad or post too
long. We get bored easily! With
general posts you can be more
experimental with.
WRONG PICTURE
Don’t use a picture that doesn’t
relate to the content or is poor
quality.
5
Don'ts

6. SOCIAL GROUP POSTS
Do’s
Contribute to the community: get
involved in helping others.
CONTRIBUTE
4:1:1 RULE
Use the 4:1:1 rule – for every 5 posts
not about you, the 6th posts is.
Tell your story: this makes you human.
STORY TIME
INFORMAL
Make it informal. Although, if you are
thinking of putting an ad out, create
an ad type post first, to drum interest
before “boosting” it.
Do’s
6

7. SOCIAL GROUP POSTS
Don'ts
Don’t put out too many posts at once:
spread them out.
TOO MANY POSTS
REPETITION
Don’t repeat the same type of posts all
the time. Vary the content.
Don’t try and sell something - avoid
the sales pitch. Sell informally (the
hidden agenda).
TRY TO SELL
SPAM
Don’t spam the groups with just your
products or help guides. Share other
help guides and Ebooks.
Spam
Spam
Spam
7

8. SOCIAL MEDIA PAID ADS
01
02
03
04
CALL TO ACTION
Make sure it is easy to access your
product or service. Use a direct link for
the landing page. Don’t direct them to
a page not relevant to the ad. Also
include a link in the main body of text,
at the bottom.
PUNCHY
Make it punchy! Get straight to the point!
Avoid the blah, blah – remember, people
get bored easily.
EMOJI’S & TICKS
Using green or blue tick’s and emoji’s
work a treat for paid ads, but not
necessarily for social group posts.
WHO, WHAT,
WHY
Follow the who, what, why, where
method.
Do’s
8

9. SOCIAL MEDIA PAID ADS
Don'ts
01
02
03
04
MISLEAD
Don’t mislead the reader. Not only will
this create negative feedback, it is a
complete waste of money directing
people to your website that doesn’t
relate to the ad.
WRONG KEYWORDS
Using incorrect keywords or keywords not
related to your ad will not only give an
unclear message, it will also make it much
more difficult for targeted search.
BLOCK PARA
Don’t use long sentences or one big
paragraph. Instead, keep it short, to
the point (1-6 lines) and consider
using emojis / ticks / bullet points.
TOO GENERIC
Don’t make your targeted ad too
generic. Be specific. In the ad
settings ensure you target a specific
group of people. Don’t waste
money!
9

10. SOCIAL GROUP POST
DON’TS
EXAMPLE
10

11. 11
SOCIAL GROUP POST
DON’TS
EXAMINED
Green ticks should
be on the left to be
aligned
Repetition
When listing, keep
it short!
No text on the
picture

12. SOCIAL GROUP POST
DO’S
EXAMPLE
12
There’s a small
story attached
It’s short
Limited spaces! Can
create eagerness
Social proof

13. PAID AD ON SOCIAL MEDIA
DO’S
EXAMPLE 1
58 likes
22 shares
in just 4hrs
219 likes
35 shares
in just 72hrs
13

14. PAID AD ON SOCIAL MEDIA
DO’S
EXAMPLE 2
14
3.6k likes
63 shares
in just 72hrs

15. PAID AD ON SOCIAL MEDIA
DO’S
EXAMPLE 3
15
2.3k likes
31 shares
in just 72hrs

16. PAID ADS ON SOCIAL MEDIA
DON'TS
LOW RESPONSE
16
Looks tacky! you
would guess its his
friend messaging.
No benefits
mentioned
Ok, there’s a
metaphore with the
video!
You need to test
it first?
Asterixs look
bleek

17. 17
66 38
66 voted for
ads with one
line
38 for ads with
bullet points
with emojis
A study in 2018 by adespreso.com asked 121
people what type of ads they like best…
66 38
POPULAR ADS
FACT #17

18. HACK #73 18
Creating effective picture/video posts that end up as ads
Tutorial videos work well to draw in
interest, which also allows you to upsell
more easily. Fun and quirky videos go
viral.
Give away something for free.
Always ask people to comment with
one word or a specific phrase. The
more comments, the more reach you
get.
When you get lots of likes (100+) and
comments (30+) “boost” the post.
Create an engaging video / picture
post like an ad.
NB: Facebook will randomly pick posts
that are popular to promote in other
peoples video timeline for free. You
To reply to all the comments in a post,
consider using a bot to auto reply.
You will need the exact word / phrase
for it to respond.