First, advertising management on social networks includes budgeting, planning, analyzing results, and optimizing ads for your brand or company.

It integrates these concepts on platforms such as Facebook, LinkedIn, and Instagram.

When it comes to advertising on various platforms, it is important for a media manager to know which ones will be most effective in reaching their desired audience. Also, it is essential to have a good understanding of the available platforms and techniques for optimizing online ad purchases.

The media manager plays a crucial role in ensuring successful campaigns. To achieve this, they must have the ability to set SMART objectives, segment their audience properly, and accurately track and analyse results. This helps the manager make necessary adjustments to campaigns in real-time. A skilled media manager knows how to equip themselves with the right tools to track performance, align efforts with the overall strategy, and achieve an attractive return on investment.

Managing and optimizing online advertising involves several key steps:

• Set up your campaign: Make sure that your campaign follows the strategic and commercial objectives established in advance.
• Daily follow-up of your ads: Closely monitor the performance of your advertising and optimize your audience and budget.
• A/B testing: Test different versions of ads on an ongoing basis to identify what works best and meets your objectives.
• Budget: adjust the budget while maintaining a certain consistency and flexibility.
• Performance analysis: Regardless of how well your advertisements perform, it is crucial to consistently analyze your results to ensure that you can continue to improve and fortify your advertising strategies.

To ensure the success of your social networking advertising campaign, you need to set SMART objectives. More precisely:

• Specific
• Measurable
• Achievable
• Realistic
• Temporally defined

Say a dealership wants to boost its car sales this year. However, to make this goal more relevant, it needs to be more specific. For instance, it can set an objective to increase automobile sales for model X on their website by 20% over the next three months in the Montreal region. It is crucial to ensure that the objective is achievable, measurable, attainable, realistic and has a clear timeline.

Defining your business objectives is a key step in setting clear advertising goals that can be aligned with your campaigns. Once you have defined your goals, the next step is to select the ideal platform that matches your strategy and targets. This is a crucial step in managing your advertising, as it will ensure the long-term success of your ads.

Fortunately, several social platforms are available, each offering a match for your advertising objectives. You can set diverse types of objectives depending on the platforms you choose. The key is to know where your target audiences are and how to reach them. For example, if you decide to reach a B2B target audience, LinkedIn would be the ideal platform for this. But if you want to increase the engagement of a community around direct-to-consumer products such as cosmetics or clothing, for example, Facebook would be the ideal platform.

On social networks, there are various types of formats that you can utilize to attract your target audience, including photos, videos, Stories, carousels, and more. It is important to analyze the content that generates the most engagement from your audience, as this will give you have identified what works best for your objectives, you can tailor your content accordingly.

Every social media platform has its own set of customizable campaign managers to help you manage your advertising campaigns. For instance, with Ads Manager, you can manage your ad campaigns on platforms like Facebook and Instagram. This tool allows you to monitor the performance of your ads, assisting you in strategically adjusting and continually optimizing your ad management.

Before starting any planning or campaigns, it is crucial to define the indicators that are most relevant to our objectives. It is important to be able to clearly define these indicators and have a thorough understanding of how to monitor and interpret them.

The first step is to link your business objectives with your online advertising objectives. This will help you determine what you want to achieve with your online advertising campaign, and the metrics you need to follow to measure its success.

There are different billing models available for your advertising network: cost-per-impression (CPM), cost-per-click (CPC), and cost-per-action (CPA). These billing models help you measure your online performance more effectively. CPM is used when your objective is to increase the coverage of the number of impressions of your ads. CPC is when your objective is to get more clicks on your ads. On the other hand, CPA is specific to per-action objectives. If you want the user to carry out a particular action on your website, such as adding an item to the cart or making a purchase, CPA can prove beneficial. The best part about CPA is that you can choose the actions that you deem most relevant to your advertising campaign and objectives, and you only pay for those actions.

Moreover, measuring the profitability of your advertising campaigns is essential to determine their success. The return on investment (ROI) is one of the most significant indicators of profitability. However, when it comes to advertising campaigns on social networks, the return on ads spend (ROAS) is a more specific way of calculating the effectiveness of your advertising expenditure. By measuring ROAS, you can gain a better understanding of how much revenue you are generating for every dollar spent on advertising. This will allow you to adjust your campaigns accordingly to maximize your profitability.

Quite a list! For a comprehensive understanding of online advertising KPIs, refer to our article. It covers conversions, ROI, coverage, and more.

Now you simply need to decide which tools to use to manage and optimize your social network advertising campaigns. Of course, there are many tools available! Here are some suggestions to help you decide:

Meta Ad Library: This library allows you to search through numerous online ads. It is a perfect tool for gaining inspiration or see how your competitors stand out.

UTM codes for tracking: These parameters will provide you with a more accurate picture of the traffic originating from your advertisements.

Asana and other project management tools: A platform that enables you to structure your project management efficiently before scheduling, and to align all stakeholders (creative, placement, etc.).

Mobile apps like Meta Ads Manager: You can monitor your campaign’s results and adjust from your cellphone (more limited than on a desktop).

To conclude, the effectiveness of paid campaigns on social media largely depends on the quality of advertising management. It is essential to adopt appropriate practices and develop a well-planned strategy to ensure successful campaigns, which in turn requires specialized skills, investing in the development of these skills is critical to maximizing the potential of advertising management on social platforms.

• Which tools work better for you?
• Do you use KPIs to measure your campaigns?
• Are your objectives SMART enough to start your campaign?