Social ads: What are they and how to create ads that convert?

estrategia de marketing redes sociales

Table of Contents

Every single day, multiple tools are implemented with the purpose of achieving better  positioning and maximizing the conversions of companies. Social networks have certainly marked a before and after in the development of digital marketing strategies. Social Ads are a proposal that is changing the way of seeing digital advertising, becoming a trend due to two main points: its fast effectiveness and low cost.

But ads on social networks, as this term is also known, must have a series of steps to achieve the objectives of a brand. With each objective there is an advertising format and a specific platform where they can be carried out. In the following article we will talk about what Social Ads are, how they work, where to apply them and the benefits they will provide to your business. Let’s get started!

What are Social Ads?

tipos de activos digitales

Ads on social networks are an advertising alternative that many companies are applying lately to enhance their efforts in digital marketing strategies. This type of campaigns or online ads, like other strategies, must have a plan where its objectives, costs, platform to be used and method to implement it are visualized.

A Social Ads plan consists of a high quality image or video, an optimized title, a good description and ends with a call to action (CTA). With all this in place, the rest will be done by social networks. How? Social networks receive daily information from their users: preferences, interests, searches, so they can offer your content almost in a personalized way so that they can find you “without having to look for you”.

When we talk about converting within Social Ads tools, we are not only referring to closing a sale, but you can also set other objectives, such as: generate branding of your brand, seek loyalty, have greater visibility, achieve a subscription, among others. The ads on social networks represent a great investment from the point you want to see it.

What are social ads for?

engagement marketing

More and more companies are deciding to take the risk and invest in Social Ads, whether an entrepreneur or an established brand, the projection that is generated with advertising on social networks allows to achieve different objectives to contact and connect with our target audience.

·      Return on investment

Social networks add value to a brand, both in terms of strategy and investment (time, money and other resources). Compared to other advertising media, investing in Social Ads is much more accessible and economical, achieving an equal or superior reach.

To carry out a Social Ads strategy does not require a large budget, this considering the size of the project and the objectives you have, but with a minimum amount you can get a good result, and this will be better as the investment increases.  

·       Target audience segmentation

Advertising on social networks ensures that your content is reaching your potential customers, and we know that in marketing that is an important factor. Developing an advertisement and placing it on one of these digital platforms will allow you to segment who you want the information to reach, how and when, so all the investment will be maximized.

·        Visibility:

Who is not now in social networks? Exactly, Social Ads is global, it covers all ages, ethnicities, cultures, classes, needs and tastes. This increases the possibility that your brand is perceived in different areas or parts of the world (depending on the settings you apply to your ads), in this case the limit can be placed by you with the objectives you have for your brand.

·        Scope:  

Social media offers you the opportunity to present your content, and therefore your brand on a large scale, thus reaching a larger number of people. This is ideal when you want to bet on the growth and expansion of your product or service.

·      Brand building

Brand building or branding, as we also know it, will depend mainly on the perception that the target audience has of your product or service, for this, you need to communicate who you are, what your values are, present your logo, colors, type of language and your story, ads on social networks make you can efficiently present your brand.

What are the network advertising platforms and their different types of ads?

The types of social media ads can vary from platform to platform. Each with specific activities to highlight your brand. The most used are:

Facebook Ads:

  • Image advertisement: it is recommended that these are handled in JPG or PNG format, and have a resolution of 1080 x 1080 pixels and a maximum size of 30 MB.
  • Video ad: these can have a duration of up to 15 seconds to optimize.
  • Carousel: this type of ad must have a maximum of 20 photos and in the case of video, it must not exceed 2 minutes.
  • Collection: it can have a cover image or video, followed by a maximum of three photos of your product or service.
  • Sequence ads: allows you to show up to 10 images or videos with their own links.
  • Story ads: vertical format that can have images in JPG or PNG format with a duration of 5 seconds and a file size of 30 MB, while videos have a duration of 60 seconds with a file size of 4 GB.

Instagram Ads:

  • Photo ads: images can be square (1080 x 1080 pixels) horizontal (1200 x 628 pixels) or vertical (1080 x 1350 pixels). Each format must be in JPG or PNG.
  • Video ads: can be horizontal or square and have a duration of up to 60 seconds with a file size of 4 GB.
  • Streaming ads: images in JPG or PNG with a recommended resolution of 1080 x 1080 pixels and should be between 2 to 10 images maximum.
  • Story ads: images and videos with a duration of 6 and 15 seconds, respectively.  

Twitter Ads:

  • Promoted Tweets: you can use images in JPG or PNG format with a size of 5 MB. Videos in MP4 or MOV format up to 1 GB and a duration of 15 seconds. Carousel with 2 to 6 images or videos with links each.  
    imágenes o videos con enlaces cada uno.  
  • Promoted accounts: the platform exposes the accounts so that users interested in the brand can interact with it.
  • Promoted trends: trends are adjusted in an algorithm that takes into account the characteristics of interested users (tastes, accounts followed, location).

LinkedIn Ads:

  • Image advertisements: image in JPG, PNG or GIF format with a maximum horizontal size of 7680 x 4320 pixels, square 4320 x 4320 pixels and vertical 2340 x 4320 pixels.
  • Video ads: minimum duration of 3 and maximum duration of 20 seconds with a size of no more than 200 MB.
  • Carousel ads: minimum 2 photos and maximum 10, no larger than 10 MB in size and with text between 150 and 255 characters.
  • Event announcements: image with a 4:1 dimensional ratio and an introductory text of 600 characters, you must also place a mandatory link to the event page.

YouTube Ads:

  • Display ads: they have a format of 300 x 250 pixels and their maximum duration is 30 seconds.
  • Overlay ads: these are images or texts that appear at the bottom of the video in a semi-transparent way, usually with a size between 480 x 70 or 728 x 90 pixels, depending on the type of content.
  • Skippable video ads: they are played before the video and have a format of 300 x 60 pixels and the user can skip it once it exceeds 5 seconds.
  • Non-skippable video ads: these types of ads cannot be skipped, like the others they appear before the video, and usually last about 30 seconds maximum.
  • Bumper ads: like the previous ones, these also appear before the video, have a format of 300 x 250 pixels and the recommendation is that it should not last more than 6 seconds.

Trends in Social Ads platforms

persona en redes sociales

Social networks have achieved a great impact in the marketing world, making successful conversions when used appropriately. Before mentioning which ones are most relevant for the development of advertising strategies, we will comment on some relevant data about Social Ads, statistics that prove how they have evolved and their use continues to be a focus in the future.

  •       By the beginning of July 2022, the number of registered users on social networks increased by more than 5%, representing a worldwide total of 59% of the population.
  •         Fifty-seven percent of the population uses social networks to get information on any news content. Women are the main consumers of this type of content.
  •         With 44 % Facebook is still the platform most used by users, followed by YouTube with 30 % and in third place is Whatsapp with 22 % preference.
  •         TikTok is among the most downloaded new apps in 2022, ranking third, surpassed only by Facebook and Instagram.
  •         72 % of people who saw a product on Instagram decided to buy it.
  •         The likelihood of a user discovering a product through Instagram exceeds 60%.

There are several platforms where you can develop your social media strategy, some of them we have already mentioned: Facebook, Instagram, YouTube, Whatsapp, Twitter, LinkedIn, Pinterest, Tik Tok. All of them have different characteristics and formats to develop digital advertising, so we cannot say that one is better than the other. Choosing the right one will depend on the brand’s own criteria:

  •       What type of platform does your audience use?
  •       What is your budget?
  •       What are your objectives?
  •       What kind of language do you want to use in your ads?
  •       What will your content look like?
  •       Is your marketing plan adapted to the social network?

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Benefits of Soial Ads for Businesses

  • They allow you to segment and take your product or service to the target audience.
  • They offer a variety of formats to present your brand in an attractive way.
  • You can have very profitable results with a small budget.
  • They quickly improve conversions.
  • They are optimal tools to manage remarketing.
  • Their reach is infinite, so your brand can reach everywhere.
  • They are measurable in terms of results.
  • They deepen the interaction between consumers and your brand.

Conclusion: A detailed content plan is a must for a successful Social Ads campaign.

campaña de social ads

Social networks are an important point for digital marketing, regardless of the size of your brand or the type of product you offer, making them your allies will be the best decision. To create successful advertising campaigns you must focus on two points: know your target audience and develop a good content plan. With these defined it will be much easier to choose the right social platform, this way you will not waste your resources and you can increase the chances of converting.

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Preguntas Frecuentes:
Te lo explicamos en pocas palabras

El retargeting es una estrategia utilizada para llegar a las personas que ya han mostrado interés en sus productos o servicios. Al utilizar el retargeting, puede seguir comunicándose con ellos sobre sus productos o servicios después de que hayan abandonado su sitio web. Esto puede ayudarle a aumentar los clientes potenciales y las ventas.

El ejemplo común de retargeting sería es cuando visitamos un sitio web y luego vemos como los anuncios de ese mismo sitio web nos aparecen en distintos lugares de internet.

Hay varias formas de hacer retargeting a su público, pero la más común es a través de la publicidad gráfica. La publicidad gráfica le permite mostrar anuncios a personas que han visitado su sitio web o han interactuado con su marca de alguna manera.

Canales de comunicación y aplicación de estrategias son los puntos principales para establecer diferencia entre retargeting y remarketing. Para el primero, se utilizan códigos, cookies y etiquetas que permiten registrar el comportamiento de los consumidores. En el segundo caso, se hace un refrescamiento de los beneficios que ofrece la marca, a través de algún medio de contacto que ofrecieron los clientes.

Social retargeting, Email Retargeting, CRM retargeting, Search Retargeting (retargeting de búsqueda) y Site Retargeting (anuncios en la web)

La principal diferencia entre prospección y retargeting es que la prospección es un tipo de marketing destinado a generar nuevos clientes potenciales, mientras que el retargeting es un tipo de marketing destinado a convertir los clientes potenciales existentes en clientes.

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