Social Media Advertising: Does it Work and What Does it Cost? If you're interested in social media advertising - including Facebook, Instagram, Twitter and YouTube - these frequently asked questions provide you with strong foundations for success. For further information, silver sponsor Boylen is able to provide introductory free advice.
WHY SHOULD I ADVERTISE ON SOCIAL MEDIA? The simple answer is that social platforms restrict the distribution of your posts. If you want to be seen by more than 10% or 20% of your followers, you need to pay for it.
WHY IS THAT? Cynics say that these companies want to force you to advertise to get your message out in any volume. The less cynical argue that there is just too much social content from organic posts to be seen by everybody and for everyone to get an equal share. Beyond being forced to pay to reach all of my followers and friends, what are the other benefits of paying for advertising? The second reason why you should post is because you can! It hasn't always been the case - and it can super-charge your marketing efforts. Social media offers you many different ways to target people who are: • In your area.
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• Interested in your product. • In a purchasing frame of mind - and emotionally, in a buying mood through necessity or desire. You have the ability to target them right at that hot moment, so why wouldn’t you take advantage of it?
WHAT DOES SOCIAL MEDIA ADVERTISING COST? Unlike advertising in traditional media like a newspaper, social platforms do not have fixed rates. The cost of a single ad will be determined by how competitive your industry is. For example, many dentists advertise online. This means they compete on price to be placed high on page one, which drives up the cost. Think of it as a bid at an auction. You may pay a few cents or you may pay over $50 to rank high. There are a few things to note: 1. You only pay if someone clicks on your ad. 2. You have to know what you are doing. If you are paying a fortune, don’t just blindly accept it as being locked in. For example, Boylen reduced keyword spending from over $7 to below 70 cents for one client. 3. Where certain keywords are expensive, you will often find that other keyword phrases can be bought quite cheaply and deliver great results. Back to Contents
