Paid social media

Smart marketers know about the potential of social media activities in reaching business goals. Since billions of people use social media daily, all are existing or potential customers of products and services. It is no surprise that social media advertising is the second most dominant format in digital advertising (search ads are the first) and growing, according to the Statista research team.

Social media budget

Prices for advertising on social media vary. They can start at as little as a few cents a day but with no upper limit. Therefore strategizing your brand’s paid social media marketing requires business decisions and goals. A good social media advertising campaign needs to have a thought-out financial plan because if the social media budget runs out in the middle of the campaign it can have adverse effects on the whole investment.

Choosing the social media platform

Each social media platform caters to different audiences. Therefore, choosing the right platform for your purposes is essential. Facebook Ads can reach almost three billion users, yet if you choose to focus on pay-for-click type of ads then be aware that LinkedIn has the highest CPC while Twitter ads the lowest. (November 2021, Statista)

The visual content of your social media campaign has to be attractive, of course, not least because Facebook Ads rewards creative campaigns with pricing benefits.

Targeting audience on social media

In order to achieve your goals the social media advertising should be tailored to specific target audiences. It makes most sense to think of audience segments when planning your social media advertising campaign because interests in products and brands differ with profession, age, geographic location, etc.. For example you don’t want to sell snow shovels in the desert. The most ideal audience is the one similar to your existing customers. Based on ideal customers you can create your lookalike audience when sailing to new territories in the vast number of social media users.

There is always the question: organic vs paid marketing, which is better? With paid social media you get speed, targeting and frequency yet it is best to combine it with organic social media.

Make sure that you monitor social media activities regarding your business and brand and respond adequately. To effectively manage social media interactions and maintain a strong online presence, consider using a social media customer service platform. Monitor your social media activities closely to ensure no customer query or feedback is missed. Respond promptly and appropriately through the platform to improve customer satisfaction, address concerns in real-time and maintain a positive digital brand reputation.

Explore the benefits and integration of paid social media

Explore the dynamic world of social media marketing, shedding light on the benefits of both organic and paid approaches. Discover the unique advantages of incorporating paid social media into your marketing strategy and learn how it can amplify your reach, enhance audience targeting, and drive tangible results. Gain valuable insights into seamlessly integrating paid social media into your existing strategy, and develop a robust paid social media strategy that aligns with your business goals.

Paid social media | Google Digital Marketing & E-commerce Certificate | Google Career Certificates27:58

Google Career CertificatesMay 31, 2022

Topics

• Organic vs. Paid Social Media
• Benefits of Paid Social Media
• Targeting and Remarketing with Paid Social Media

Video summary

The video discusses the importance of using both organic and paid social media in marketing campaigns and how paid social media can help achieve specific goals. Paid social media involves displaying paid ads or sponsored marketing messages on social media platforms to target a specific audience. Benefits of paid social media include increased brand awareness, reaching audiences quickly, targeting specific customers, and remarketing capabilities. The video also provides tips on how to set up a paid social media campaign on Twitter and how to optimize ads using A/B testing.

Expert’s note

Paid social media is a type of advertising on social media platforms for which businesses pay, offering increased exposure, speed, and frequency to reach broader or specific audiences.

Andrej Saxon Sales manager

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