Metric for social media advertising.

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You can increase your quality score for Twitter and Facebook by increasing your post engagement rates.A high quality score is great because you’ll get a higher ad impression share for the same budget at a lower cost per engagement. On the flip side, a low Quality Score is terrible because you’ll have a low ad impression share and a high cost per engagement.How do you increase engagement rates? Promote your best content – your unicorns .


The top 1-3 percent that performs better than all your other content) vs. your donkeys (your bottom 97 percent).To figure out if your content is a unicorn or donkey, you’ll have to test it out.Social media advertising unicorns Laos Phone Number Data or donkeysPost lots of stuff (organically) to Twitter and use Twitter Analytics to see which content gets the most engagement.Post your top stuff from Twitter organically to LinkedIn and Facebook. Again, track which posts get the most traction.Pay to promote the unicorns on Facebook and Twitter.The key to paid social media ads is to be picky. Cast a narrow net and maximize those engagement rates.2. Increase Engagement With Audience TargetingSocial media advertising South Park memeTargeting all of your fans isn’t precise. It’s lazy and you’ll waste a lot of money.Your fans aren’t a homogenous blob.




They all have different incomes, interests, values, and preferences.For example, by targeting fans of Donald Trump, people with social media marketing job titles, NRA members, and the hashtag #NeverHillary (and excluding Democrats, fans of Hillary Clinton, and the hashtag #neverTrump), this tweet for an Inc. article I wrote got 10x higher engagement:Social media advertising Trump tweet engagementKeyword targeting and other audience targeting methods help turn average ads into unicorns.3. Generate Free Clicks From Paid AdsOn Twitter, tweet engagements are the most popular type of ad campaign. Why? I have no idea. You have to pay for every user engagement (whether someone views your profile, expands your image, expands your tweet from the tweet stream, or clicks on a hashtag).If you’re doing this, you need to stop. Now.