Paid Social

What does paid social mean?

Paid social in simple terms is social media advertising. It is the whole process of promoting your brand or campaign via sponsored ads on different social media platforms. Paid social puts your brand/campaign in front of targeted audience segments, helping you garner new leads and re-engage old ones.  

If you compare paid social with organic social, the former is a more targeted and reliable promotion strategy since it yields guaranteed reach and engagement. This helps amplifies your: 

• Brand awareness 
• Lead generation 
• Consumer insights 

With organic social, reach isn’t guaranteed due to volatile social media algorithms. 

How to run successful paid social campaigns

Below are some proven strategies to run a successful paid social campaign: - 

1. Leverage social listening and go through competitor’s paid social campaigns to understand what is working for them.  
2. Utilize social media management tools to develop detailed customer profiles based on demographics, interests, behaviors and pain points. 
3. Focus on users who have already interacted with you and use customer segmentation to create well-defined audience segments for tailoring your ads. 
4. Based on your best customers, create lookalike audiences to spend your ad budget efficiently. 
5. Find out what’s trending using social media monitoring and optimize your content accordingly to create an engaging visual with an actionable CTA. 
6. Make different variations of the ad and conduct A/B testing on them to figure out the most effective ones.