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About Paid Social Media
We believe you are all familiar with social media platforms such as Facebook and IG (both belong to Meta). Many businesses will set up a Facebook page or IG account for promotion when they start. However, reaching potential customers through organic traffic or posting something on the feed between friends can only achieve very limited results. Therefore, many businesses will choose to use paid social media advertising.
Before using paid social media, it is very important to understand the regional culture for targeting. For example, Tik-tok's powerful algorithm has made users from all over the world addicted. Generation Z in Europe, America, and Southeast Asia will even use Tik-tok to check restaurants and prepare for exams instead of Google. They also often use platforms such as Twitter, Reddit, and Pinterest. Chinese people still frequently use Xiaohongshu even though they live abroad to share info among themselves. In recent years, Lemon 8 in Japan has also been very popular. South Korea basically only uses Naver. The team of 1 Click Magic comes from different countries and can accurately assist you on local targeting according to cultural differences and languages .
Compared to PPC, the cost-per-conversion on paid social media is often lower, but the quality of conversion is also lower , which means that only 1 out of 10 people may be truly interested in the product/service. In a proper set up PPC search campaign, on average 1 out of 5 people will be a high-intent potential customer. Therefore, we need to use data analysis to compare the effectiveness of PPC and paid social media . Generally speaking, a stable business should seek to have customers come from both PPC and paid social media equally .
It is also worth mentioning that paid social media platforms such as Meta charge based on impressions rather than clicks . Therefore, it is necessary to observe the real-time situation of the ads more frequently, and effectively judge whether the ads should continue to run and flexibly allocate the budget. 1 Click Magic members are all experienced in this regard.
Image ads: The most basic form of advertising, suitable for conveying simple messages and attracting visual attention. Images should be high-resolution and attractive, and preferably include the brand logo and a clear call to action .
Video ads: Video ads can showcase products or services more vividly. In 2024, Meta introduced the new Advantage+ creative optimization feature, which can automatically optimize videos to a 9:16 ratio suitable for Reels and mobile applications .
Carousel ads: This ad format allows advertisers to display multiple images or videos in one ad , and each item can have its own URL. This is very effective for showcasing multiple products or a multifaceted brand story. This is especially true for real estate and retail businesses .
Catalog ads: Ideal for e-commerce businesses, catalog ads can showcase a range of products. New updates allow brands to use videos or “hero” images in catalog ads to increase user interaction.
Dynamic ads: Automatically generate personalised ads based on user behavior and interests to increase conversion rates.
The first critical change brought by Advantage+ is the use of dynamic audience targeting . According to Meta officials, Advantage+ will automatically adjust ad delivery based on real-time changes in user behaviour and interests to ensure that ads can reach the most relevant audiences. At the same time, the system will learn from a large amount of data through machine learning algorithms, and continuously optimise audience targeting to improve advertising effectiveness and conversion rates.
But the reality is that many clients have told us that their conversion quality has decreased since the launch of Advantage+. 1 Click Magic has been actively studying how to respond to the new targeting method after the launch of Advantage+, therefore can help clients adjust their advertising strategies as soon as possible to cope with the new changes.
The second new feature of Advantage+ is that the system can now automatically generate and test multiple ad copies to find the best performing ad copy version. For example, it can automatically optimise videos to a 9:16 ratio suitable for Reels and mobile applications. This feature is also controversial because we have no way of knowing whether the system will delete some important content of the video . Errors in settings may also cause customers to suffer losses.
In addition, Advantage + will automatically adjust the ads content according to the user's real-time interests and behaviours, providing a more personalised and relevant advertising experience. Some customers have reflected that the algorithms of Facebook and IG have indeed improved over the past period of time. One of them said that after searching for news about Spain winning the European Cup on Facebook, a lot of relevant player career news appeared, such as the story of Laporte and Le Normand were born in France, and also pushed the Spanish champion peripheral products that he was really interested in.
According to Meta, Advantage+ can automatically adjust budget allocation based on ad performance, putting more money into the best performing ads to improve ROI. The system will also adjust budget and bidding strategies in real time based on market changes and competition. This feature needs to be used with extreme caution , as it may result in the entire day's budget being used up in one morning .
Advantage+ provides real-time data analysis reports and optimisation suggestions . Customers can check advertising performance at any time and make decisions and adjustments based on the data. However, you need to be very cautious before applying these suggestions. It is recommended to consult professionals before making a decision.
A Deep Dive into Meta Ad Formats, Targeting, and New Developments in 2024 (Advantage+)
Meta, as the most recognised social media platform among the above, launched the extremely important Advantage+ in 2024. Advantage+ further changed the way audience targeting and campaign implementation, by using machine learning and A.I. to optimise ads delivery. Details are as follows:
Why do you need to hire a professional to manage your paid social media advertising?
Even if you have very attractive images and video assets, running paid social media ads requires an advertising strategy that keeps up with the times. In many occasions we may think that certain assets will definitely be successful, but after A/B testing, we may find that it is not the case. In addition, it is not easy for customers to set up conversion tracking on paid social media platforms. After the launch of Advantage+, the Meta system relies more on conversion data to enhance advertising performance. Therefore, it is necessary to ensure that conversion tracking is working properly at all times. It is quite often that after customers update their websites, conversion tracking disconnected with the website platforms such as WordPress. These are the problems that normal customers may spend a lot of time and still fail to solve.
Besides, just like PPC, since AI was officially applied to major advertising platforms in 2024, we will need to paid attention to avoid the system wasting the advertising budget. In addition, some industries such as real estate and beauty industries often have policy violations that lead to the ads not serving. 1 Click Magic's staffs have more than ten years of international experience in the field of paid social media advertising and have obtained Meta certification. They can help customers increase their returns on ads spend and avoid the above problems. Feel Free to get in touch with us for more details.
