Are Social Media Ads Effective?

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Reaching Your Audience Through Social Media Advertising

Social media ads represent an innovative new method for reaching your audience. Whether you’re advertising on Facebook, Twitter, or LinkedIn, a smart and comprehensive online marketing strategy will examine the unique strengths of each network to maximize return on investment.

The numbers certainly support this notion. A recent study by Mediabrix found that social media represented the method that most successfully met surveyed business’s digital marketing objectives. Similarly, the study reviewed recent online marketing usage and once again social media led the way. It’s quickly gaining traction as one of the most trusted marketing avenues available.

Why does social media advertising work so well? Much of it has to do with the specialized targeting inherent with each platform’s unique features. For example, Facebook ads offer segmentation far more specific than Google’s AdWords program. This is because Facebook’s network is based on user profile information, not just search history and meta data. Similarly, Twitter advertising allows targeted exposure to a dedicated audience, and when presented with smart ad copy/call to action, a highly effective ad can simply look like a popular tweet.

Of course, just using social media advertising doesn’t guarantee results. The difference is that social media platforms offer tools to help advertisers maximize the capabilities of their format and userbase. This creates opportunities to fine-tune targeting, but you definitely have to put in the effort to get there. Similarly, just using social media advertising without a well rounded strategy (e.g. strategically created content, email marketing, etc.) severely limits your potential, so be sure to make it part of your plan rather than your only plan.


By Marc Apple

Marc Apple is recognized as a leader in the marketing industry and has 20+ years of experience helping businesses of all sizes improve their digital marketing. He specializes in website design, SEO, social media, and paid search programs. He is a frequent contributor to other marketing websites and speaks regularly about marketing to small business owners and startups. To learn about Marc and to contact him, visit his author bio page.


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