Biz Tips: Cook up the social ad recipe for success

Biz Tips: Cook up the social ad recipe for success


Cook up the social ad recipe for success

Christina Kettman has valuable social media advertising tips.

Christina Kettman stirs the pot on social media. She knows all the ingredients for successful marketing campaigns.

With over 20 years of marketing experience, she has concentrated her last 10 years helping businesses expand their branding and messaging through in-bound marketing techniques.

Kettman has become a marketing consultant, blogger and put it all together as author of “The Social Media Cookbook.”

Even with tighter restrictions on Facebook and other platforms, advertising is still the main means for companies to get their messages to consumers. With that in mind, Kettman talked with marketing entrepreneur Madalyn Sklar about Twitter advertising.

Profiles are an overlooked — yet vital — element of advertising. Your biography is your first impression, giving people a reason to expect engagement and follow you back. A sales pitch without a photo shows it’s all about you with engagement not likely.

Relationship experts from Hootsuite emphasized that it’s “important to create a near-perfect profile because it is a snapshot representation of yourself.

“Take the time and care to express who you are with your profile,” they said. “Then new viewers can get a strong understanding of who you are and want to follow you.”

Kettman compared profiles to invitations.

“People like to online-meet people they have something in common with,” she said. “Your profile description shows them what you are all about.”

Hootsuite has published an article about ways profiles and other elements can boost engagement: “How to Get Twitter Followers: 41 Tips and Tricks That Actually Work.”

Placement counts

Kettman and Sklar agreed that getting consumers interested in ads is a challenge, starting with themselves.

“If ads are well placed — something I’d be interested in — I don’t notice they are ads immediately,” Kettman said. “They blend in with the rest of my stream — which I prefer.

“I also notice Twitter ads can be trickier than other ads,” she said. “Often the ‘Promoted’ icon is on the bottom of the post. You don’t notice it’s an ad until you scroll.”

Sklar finds she hardly clicks on ads.

“Not too often anymore,” she said. “We’ve become so accustomed to them that they become ignored.”

Generally, a Twitter ad would really have to hit home at consumers’ wants or needs to entice them to click.

“I love ads that use humor,” Kettman said. “There is a lot of very serious content circulating in social media these days. Sometimes seeing a fun ad that uses humor is refreshing.”

She added that it’s a good idea to be active on social media before running a bunch of ads.

Kettman explains her views further in her article, “A Beginner’s Guide to Twitter Advertising.”

For her part, Sklar finds video ads the most engaging.

Getting smarter

Whatever their preferred format, ads should not be intrusive. Popups can alienate potential customers.

“I’m hoping as time goes on, the platforms will be smarter about how they place ads,” Kettman said. “I run ads several times a month for myself or my clients. I run them on Facebook, Twitter and Google platforms, depending on the goal of each ad.

“I’ve had good luck with running ads to promote a specific event with Twitter,” she said. “This often works well for trade shows or sponsoring an event. You can use the same images and messages before your audience bumps into them at the event.”

Kettman also has found that Twitter ads are less expensive than on other platforms.

“I run ads on Twitter and Facebook quarterly when I’m taking registration for my Video Like a Rockstar mastermind program,” Sklar said.

Kettman said she tends to click through to websites with Twitter website ads, especially if it is a conference, course or product she is interested in.

“Twitter does a great job with their targeting,” Sklar said. “I like the ads I see there.”

Kettman said her Twitter advertising success is all in the cards.

“Most often, I get the best results running traffic and clicks to website ads with Twitter cards,” she said. “I always get a better result with the card format instead of a regular tweet format.

“I also target people at specific events — trade shows or conferences — with content I know will resonate with that audience,” Kettman said. “To make sure I’m reaching them, I target the location, event dates and the event keywords and lookalike followers.”

Sklar also has advertised on Twitter.

“The ad objective I like best is the website clicks,” she said. “I want people to go to my website and act.”

Pros and cons

The best part of Twitter ads is the confidence you have addressing your audience’s pain points. The drawback is accurately gauging return on investment, particularly if you’re serving a boss or client.

“What I like best about ads is the ability to reach my ideal audience and get around algorithms that would otherwise limit the chance to be seen,” Kettman said.

“What I like least about social ads is that the rules are continually changing,” she said. “This is especially true with Facebook ads. It can be hard to keep up with all the changes.”

Sklar appreciates Twitter’s aiming.

“What I like best is the ability to really hone in on my target audience,” she said. “What I like least is waiting for the ad to get approved.”

Kettman and Sklar had wishes for changing social media ads in general.

“I would like it if the social media platforms released new ‘How to’ videos each time they changed something in their ad platforms,” Kettman said. “I have a few key resources I watch, and I check on them regularly. Even at that, I swear they change things every day.”

She agreed that Facebook is the easiest platform to set up ads.

“I’ll bet that’s a major reason Facebook is used the most,” Kettman said.

Sklar sees advertising going down a complex road.

“My magic wand would be for social media advertising to be easy to do,” she said. “Facebook used to be easy. Now it’s complicated.”

Sklar is more hopeful about ads with action.

“Video is where everything is going,” she said. “Look at Instagram Stories, IGTV, Facebook Live, Twitter Live and YouTube Live. Every platform has a video and livestreaming platform.”

Then there’s the prospect of using artificial intelligence.

“AI will come into play more in the future of ad planning,” Kettman said. “We will get more suggestions for how to create effective ads from the ad platforms.”

Sklar and Kettman had more to talk about in Facebook Live conversations before and after their main discussion.

About The Author

Jim Katzaman is a manager at Largo Financial Services and worked in public affairs for the Air Force and federal government. You can connect with him on Twitter, Facebook and LinkedIn.

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