Paid Social

Paid Social

"Paid Social" refers to paid advertising on social media platforms. It involves promoting content through sponsored posts, ads, or promoted listings to reach a targeted audience beyond your organic followers.

Key Components of Paid Social

Platforms Used:

  • Facebook & Instagram Ads (Meta Ads Manager)
  • X (formerly Twitter) Ads
  • LinkedIn Ads
  • TikTok Ads
  • Pinterest Ads
  • YouTube Ads

Objectives:

  • Brand awareness
  • Website traffic
  • Lead generation
  • Sales/conversions
  • App installs
  • Engagement (likes, comments, shares)


Targeting Options:

  • Demographics (age, gender, location)
  • Interests and behaviors
  • Custom audiences (email lists, website visitors)
  • Lookalike audiences
  • Retargeting

Ad Formats:

  • Image ads
  • Video ads
  • Carousel ads
  • Story ads
  • Reels or Shorts ads
  • Lead Gen Ads
  • Shopping Ads
  • Sponsored Posts
  • Collection ads

Performance Metrics:

  • CPM (Cost per 1000 impressions)
  • CPC (Cost per click)
  • CTR (Click-through rate)
  • ROAS (Return on ad spend)
  • Conversions (sign-ups, purchases)