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Use of Paid Advertising in your Social Media Strategy.




To delve into paid advertising a business has to identify; Target audience based on (age, gender, interest), Duration the Ad will run, Location, Budget and a Goal it intends to achieve. The goals can include; drive traffic to their website, an increase visitor/walk-ins, grow following, generate leads, increase sales. Below is a break-down of how you can go about it based on the platform of your choice.

Facebook/Instagram
Suitable for both Business to Business marketing & Business to Customer marketing. Ensure your Instagram account is a business profile and is connected to the Facebook page. Once you set up Ad on Facebook it runs simultaneously on Instagram. You can choose to boost your page or boost a particular post. The boosting option allows you to include; no. of days Ad should run, audience, interest, location. Alternatively use FacebookAd Manager (a mobile app is available as well). On Ad Manager the Ad runs for a minimum of 7 days and guarantees better results through wider placement options, specific objectives, easy tracking in the instance of ecommerce where landing page is a website through use of Facebook pixel, wider audience option (look-alike-audience & custom audience). Your Ad will be placed; Facebook/Instagram stories, Facebook/Instagram feed, messenger.

Twitter
Suitable for both Business to Business marketing & Business to Customer marketing. You can promote a tweet with the aim of engagement/conversion or an account with the aim of growing your following (not recommended). Your Ad will be placed; Twitter feed.

LinkedIn
Use of the platform is particularly suitable for Business to Business marketing and aids greatly in lead generation. Your Ad will be placed; LinkedIn feed.

You can also consider use of Google AdWords its affordable and you get a variety of options of Ad placements.

For measurable results one needs to keep checking the Ad’s performance to take note of key elements; which days of the month/time of the day results into high engagement. Test out different periods to know when your Ad performs best. It’s also important to take note how much you spend to be able to determine if you should increase the amount/ reduce the amount or keep the amount the same. Through the money allocated for Ads you should also be able to take note of the conversions thus understand your return on ad spend (ROAS)

Paid Ads are not necessary for all brands however it’s an approach that can aid with brand awareness for a startup with a tight budget.

Thank you for taking the time to read.

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