It's hard to keep up with the latest changes in digital marketing, and paid media is no exception. Between Facebook's ever-changing business manager rules (where did interest targeting and custom conversions disappear to?) and Google's ongoing algorithm updates, it can be difficult to know what strategies will actually work in 2022.
However, there are still some tried-and-true paid media strategies that can help you reach your marketing goals, whether that's increased brand awareness, more customers or donors, or amplification of your amazing online content.
Here are a few of our favorites:
Targeted Facebook and Instagram Ads
Facebook is still one of the best platforms for targeted advertising. You can target ads to people based on their interests, demographics, and even behavior.
Starting in January 2022, Meta (Facebook) announced that it would limit advertiser options related to targeting based on what some consider sensitive characteristics or targeting that could be used to violate the spirit of Facebook advertising. What changed?
Targeting for four main categories was removed (along with some smaller, less widely used segments):
- Health causes
- Sexual orientation
- Religious practices and groups
- Political beliefs, social issues, causes, organizations or figures
(See Meta's official post here, and also view examples of each category and impacted targeting terms.)
And of course, the impact of Apple iOS changes and Facebook conversions and reporting sent shockwaves through the marketing community (read more here).
But does that mean you can't connect with your ideal audience? Absolutely not. In fact, Vers Creative clients can maximize their reach and engagement with high-end creative, compelling copy and expert curation of the campaign budget.
As other organizations are dropping their campaigns on Facebook, you have even more opportunities to find success with this platform -- cutting through the clutter, amplifying your message and connecting with those who truly want to engage with your brand.
Google Ads (formerly known as AdWords) is a great way to get your brand in front of potential customers who are already searching for what you offer (even if they don't know they're searching for you!).
Google Ads can be cost-effective, allow detailed targeting by keyword, geographic area and more parameters and are ideal for testing different headlines, copywriting and calls to action -- with low risk and high reward.
Start with your marketing objective:
And then set the targeting, add the creative (primarily, text copy, although there are image and other options for remarketing display and Google Shopping ads!), keywords that you'd like to include, keywords you'd like to exclude and more.
Make sure you know your KPIs (key performance indicators) before you launch, so you know when to adjust the ad or increase the budget, and then watch the results roll in!
Connected TV/Over the Top Television Ads
Do you have a smart television or an external device (Roku, Chromecast, Amazon Fire TV Stick, etc.) that connects apps to your TV?
Consider yourself connected.
And while many platforms now offer premium, ad-free options, millions of people are watching unskippable, trackable and branded videos that are the next level of media buying.
Connected TV/OTT content reaches who you want, when you want and in the way you want.
(This is a great CTV cheat sheet, and provides more information about the opportunities with this strategy.)
Just like with social media ads, video is the critical differentiator and a good video ad can be the most powerful creative tool in your paid media toolkit.
What is the last purchase you made based on a review, social media post or other referral? It's likely that it came through a strategic influencer marketing campaign!
Word of mouth referrals have always been effective, because we believe and trust in our friends. But in 2022, our "friends" may include people we've never and will never meet, but whose lives we follow online and on social media.
Done right -- meaning done with integrity, disclosure and with the right messaging -- influencer marketing can amplify your product, brand or fundraising efforts to the people who are most likely to engage and take action.
Influencer marketing can be cost-effective and provides you with the opportunities to create your own content for sharing and expand it to user-generated content. The hybrid of high-end creative plus fun, colorful and personal content can go a long way (see our project with Brij for a more specific example).
There you have it – a few paid media strategies that actually work in 2022!
So don't believe the hype – paid media can still be an effective part of your marketing mix. Just make sure you're using the right strategies for your business goals.
Let us show you how it can be done, with a FREE paid marketing report! Simply head to this link and fill out the short form to secure your complimentary paid media advertising strategy, customized for your goals.