Have you thought about the best way to allocate funds for social ads? Which platform will help you reach your targeted audience and meet objectives? A report from Search Engine Journal looks at six key considerations for budgeting and budget allocation.
Ilya Cherepakhin for Search Engine Journal:
Despite the rebranding at Meta – the company formerly known as Facebook – advertising options on Facebook and Instagram are expected to remain as we know them for the foreseeable future.
One hopes that the recent attention from public hearings will encourage the company to address its shortcomings.
At the same time, user engagement with ads on Facebook and Instagram and campaign performance appears to justify further marketing budget investment into these portals.
With their integrated ad management platforms, it is simple enough to scale a Facebook campaign by extending it to Instagram.
In fact, many advertisers do so without much scrutiny and then look at the performance across both platforms as if it was a single entity. That can well yield positive results.
However, for the most efficient budget allocation and a more refined strategy, it is recommended to approach the two portals on a case-by-case basis.
So when should one advertise on both Facebook and Instagram simultaneously and when is it best to go with just one of them? The answer depends on the following 6 considerations:
- Audience reach.
- Ad format.
- Audience consideration stage.
- Supporting text content.
- Organic efforts within the platform.
- Campaign management resources.
Regardless of which format you select, Ads Manager allows for advanced control in location targeting, options to exclude some audiences, narrowing the interest targeting, choice of start and end-date, and optimization of your ad visual.
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