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How to Plan Your Paid Advertising

Two weeks ago, we released the first of our two-part series on how to plan your paid  advertising campaigns. Today, we’re taking the next step by moving away from Google  and focusing on paid social media content. These are the seven things to keep in mind  when preparing to spend your advertising dollars on various social media platforms. 

It’s harder to get a free lunch 

The first and most obvious reason why you should have a paid social advertising  budget is that the rules have changed. Organic reach is still highly effective at growing  your businesses. However, many social media platforms are beholden to shareholders  who expect additional and continuous growth. 

These platforms have put a larger emphasis on paid advertising in recent years. Think  of a paid social campaign as the icing on your already well-established social media  marketing efforts. 

Know your demographics 

Social media advertising gives you a strong ability to fine-tune your demographics. For  example, through Facebook Business Manager you can narrowly target interests, job  titles, age ranges, and geographic locations, only running your ads to meet those  specific criteria. 

Boost your existing content 

Do you already have an effective non-paid advertising campaign? Consider boosting a  handful of those posts each month to maximize the content’s exposure. Even as little  as $30 a month can go a long way with social media advertising. 

Instagram selling 

Instagram has opened the doors for businesses to list their products directly within  their social media posts. Now combine that with the above “boosting a post” concept.  It’s an even more effective way to grow your revenue through paid advertising. 

Be mindful of the rules 

That being said, you want to be very cognizant of the rules within each platform.  Sometimes an ad will get rejected for too much copy on an image. Other times, the  verbiage in an ad can flag an account. It’s easier to play by the rules than to ask for  forgiveness later. 

Acknowledge Paid Promotion partnerships 

And as an example of one of those rules, if you partner with a brand for a post be sure  to acknowledge it as a Paid Promotion partnership. Each platform has different  guidelines on how to handle this, but this is something you don’t want to skip out on. 

Optimize your website 

This tip is true for both social media and Google Ads, but we’re mentioning it here  because of an important principle we want you to remember.

Never build your home on someone else’s land. 

With Google Ads, you’ll likely send consumers to a specific landing page. With social  media ads, there are traditionally more ways to build your lead funnels. Therefore, your  website should be prepared for an influx of traffic. Why?  

Because many of your ads will send your readers away from your social media  platforms to your website. 

We’ll help you plan your paid social media advertising 

Not only can we help companies with their general social media content needs, but we  can also help them develop and manage their social media paid ads. Let us know if  you’d like to schedule a time to chat with a member of our team about your company’s  needs and how we can help you achieve your goals through paid advertising.