When it comes time to invest money in advertising, there are plenty of different channels to consider, including billboards, TV and radio ads, print media, and sponsorships. However, one of the most popular and cost-effective formats that our clients express interest in is digital advertising – specifically, social media advertising. 

Today’s blog post will give you an overview of social media advertising, explain how it works, and answer some of the questions we’re sure you’ve got on your mind. Read on to take a dive into the world of social media advertising! 

Popular Social Media Platforms

There are many different advertising platforms to consider in the realm of social media, each with a slightly different niche. Below, we’ve broken down some of the most significant ones to keep in mind. 

• Facebook/Instagram (Meta) – Meta is by far one of the most popular ways to advertise on social media. More than 77% of internet users have a presence on either Facebook or Instagram, and that covers users of all demographics, ages, and interests. With various broad targeting options, it’s a great way to target people who have specific hobbies and interests.
• LinkedIn – When looking to advertise an open position or develop a strong B2B ad campaign, LinkedIn is the superior option. This platform is limited largely to the professional world, so people using it are most likely to be actively searching for a new role or are looking to learn more about their industry. This platform allows for targeting by job title and industry.
• Twitter/X – This platform has been rocked by shakeups over the last couple of years, and it’s led to some real upheaval in the world of social media. Removal of content moderation and the introduction of paid verification has tarnished the credibility of this platform, and while it remains an option for advertising, we’ve seen many clients opt for a more trusted alternative. 
• TikTok – Popular among younger users, TikTok has also had its fair share of controversy, including its potential ban by the US government. This platform does require higher budgets than the previous platforms but is still a great way to get in front of a young demographic.

Campaign Goals

Before you start spending advertising money on social media, your business needs to consider your goals and objectives. Start by simply considering what action you want your potential customer to take! These actions include: 

• Clicking on a link to your site
• Viewing a video
• Downloading your app
• Submitting a lead generation form

And so on. By identifying this goal, you can structure your campaign to achieve the results you’re looking for. 

Each platform will ask you to identify your goal as you design your ad. This will help serve your ad to people most likely to perform that action. 

Targeting Options

When building a campaign, one of the most crucial steps is building your audience. An audience is the group of people who you select to potentially be served your ad, and it’s what makes social media marketing so great! Compared to a billboard, which is seen by everyone driving past, social media advertising is perfect for picking out likely customers and getting in front of only them. 

On Meta platforms, you can target based on users’ interests and demographic information. For instance, you can target people with higher incomes, people who have shown interest in homeownership, people who like punk rock, or even people who are looking for upcoming events. Though not every option is available for every campaign, a well-built audience can hit a very specific group in a very specific region.

On LinkedIn, it’s possible to target based on users’ professional interests, job titles, industries, or member groups. By selecting the right audience, you could put your ads in front of the people who are most likely to make decisions and purchase your product or service. 

There’s lots more to know, and this is just the tip of the iceberg when it comes to building out a quality social media campaign. By identifying your ideal platform, choosing a particular goal, and building a quality audience, you can put your brand in front of the right people at the right time and make the most of your advertising budget! 

If it seems like a lot to keep track of, you’re right. Baer Performance Marketing has been helping clients build and manage their social media advertising campaigns for years, and we’d love to tell you about all that’s possible with them! Reach out to us today for a free consultation, and let’s get your ads up and running.