Paid Social: The Potential of Targeted Ad Campaigns

With the popularity of social today (there’s estimated to be a whopping  are estimated to 4.89 billion social users worldwide) and the extensive amount of data available, social advertising has become a crucial strategy for brands looking to succeed online. Social recently overtook paid search as an advertising channel, growing 25% YoY and exceeding $137 billion (just edging out search’s $135 billion). In fact, spending on social is projected to reach more than $268 billion (about €248 billion) in 2023. 

Social ads allow businesses to connect with their target audiences and engage them on a deeper level, improving conversions and increasing brand awareness. In this blog post, we’ll explore how businesses can make the most of their social advertising efforts today. 

What is paid social advertising?

Paid social advertising involves promoting your content or products on social platforms by paying for ad placements. Unlike most traditional advertising methods, paid social offers a deeper level of precision when it comes to audience targeting because the platforms have access to vast amounts of user data (i.e. demographics, interests, behaviours). 

What are the benefits of running ads on social? 

Precise targeting options: Social platforms let businesses define their audiences with extraordinary accuracy. Campaigns are customised based on factors including age, gender, location, interests, and even purchase history or other online interactions. Such precision helps guarantee that your brand’s message is delivered to the right people, at the right times, and in a way they’re most likely to respond to. More consumers report finding the perfect product by seeing a targeted ad (49%) over an organic post (40%).

Cost efficiency: Unlike traditional advertising methods that often have a broad reach but uncertain impact, social advertising is cost-effective due to its ability to focus on a specific audience. By only targeting users who are most likely to convert, businesses can optimise their spend with ease and achieve a higher ROI for their campaigns.Average ROI for social ad campaigns is around 250%.

Boost engagement: When your ads resonate with your target audience, engagement rates soar. With social ads, you can push content that speaks directly to the pain points, desires, and preferences of potential customers. This personalised approach will increase key metrics such as likes, shares, comments, and click-through rates.

Useful A/B testing: Paid Social makes it simple to experiment with different ad options when it comes to creatives, copy, and audience segments. This flexibility enables brands to easily hone their strategies based on real-time data, which leads to continuous improvement and powerful campaigns. 

Increased brand awareness: Platforms like Facebook, Instagram, TikTok, LinkedIn and Twitter (now known as X) offer targeted exposure to wide audiences. For example, Facebook ads reach 33.3% of the global population over the age of 13. Brand messages are therefore guaranteed to reach the best, most interested users, which will lead to interactions and sharing that will amplify brand exposure organically. This dynamic approach promotes lasting connections and enhances brand recognition.

So, how can I guarantee the most powerful social ad campaign?

Find your ideal social platform: Deciding on the best social platform for your ads requires a strategic alignment between brand identity, target audience, and platform features. Find platforms that resonate most with your audience and take a look at platform demographics, content formats, and engagement metrics. For example, a visually-focused brand might thrive on visually-driven platforms like Instagram or Pinterest, while a B2B company will likely find greater success on LinkedIn.

Define clear objectives for your campaign: Start by outlining the specific goals for your campaign. Whether it's increasing website traffic, generating leads, or boosting sales, setting these objectives will guide your ad creation and targeting strategy.

Get to know your audience: Develop comprehensive buyer personas to help understand your target audience's pain points, motivations, and behaviours. This insight will make it easy to tailor your messaging in order to resonate with them. 26% of B2B marketers see having the wrong target audience as the biggest barrier to ROI on social so it’s essential to have a very clear understanding of who you’re trying to reach. 

Invest in compelling content: Create visually appealing and engaging content that aligns with your audience's interests and needs. High-quality images, videos, and copy are essential for capturing attention. Video content is 40 times more likely to be shared on social than other types of content.

Optimise your landing pages: Ensure that your ad clicks take users to relevant, optimised landing pages that provide a seamless user experience. A cohesive journey from ads to conversions is crucial.

Continually monitor and optimise where needed: Regularly monitor your campaign's performance metrics and use A/B testing to further refine your strategies. Adjust your targeting, messaging, and visuals based on these data-driven insights.By harnessing the power of social advertising, businesses can reach the right audiences, increase engagement, and achieve their marketing goals efficiently.

Whether you're a small startup or an established corporation, integrating paid social into your marketing mix can pave the way for elevated brand awareness, customer engagement, and revenue growth in today's digital landscape. Contact the team at Sabr today for help creating the most effective social strategy for your brand!