In the past 6 years, we’ve seen a dramatic shift from broadcast to digital advertising. Most of that change has happened with the advancement of Facebook, Twitter, and LinkedIn advertising platforms. These new networks have allowed businesses of all sizes to place, manage, and optimize social advertising.
With this change I’ve seen many Advertising agencies shift their media departments to buying social & digital advertising, but many have left out a small but vital part of self-service advertising. You have to optimize! The platforms themselves are not going to give you the best CPM/CPC deals, they’re not going to target your customers, they expect you to do this!
Over the years, I’ve really seen and heard it all from companies promising the lowest click-through rates, and agencies bragging that they can buy social ads for their clients.
What they don’t get is that it’s not a set it and forget it model like the past with placing media buys.
I’ve seen too many wasted budgets not targeting correctly, and overpaying for media, so I’ve come up with a couple of ways you can maximize your results using social media advertising.