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Social Media Advertising

Updated: Dec 10, 2021

Social media advertising, otherwise known as paid social, is a form of advertising over social networks, such as Facebook, Instagram, or YouTube. With 2.65 billion worldwide social media users, paid social gives businesses a cost-effective way to reach their advertising goals by putting their ads in front of users of your choice based primarily on audience targeting.

How Social Media Advertising Works

Nearly any business can use social media marketing given that social networks are “self-service” advertising platforms where businesses can create and launch their own ad campaign. There are hundreds of social networks businesses can advertise on, from major platforms such as Facebook and Instagram or lesser-known, niche platforms. Generally, businesses choose one or two to advertise on based on which best fits their target audience.

First, find the right platforms for advertising your business. Consider your target audience and which networks they most likely use the most. While the top social networks such as Facebook and Instagram have large enough user bases to fit almost any target audience, don’t overlook other social networks. For example, a restaurant would be well-suited for advertising on Yelp, whereas an executive education provider would be well-suited to advertise on LinkedIn.

After selecting which social networks to advertise on, create an advertiser’s account, such as a Facebook Ads Manager account for those advertising on Facebook and Instagram. While every advertising platform works a bit differently, most ultimately work in a similar manner. For example, in Facebook Ads Manager, click the “Create” button to start the new ad campaign creation process where you will be led through each step from start to finish.

Reasons to Advertise on Social

The benefits of social media marketing often revolve around building brand awareness and generating leads, but those only scratch the surface of why businesses should advertise on social. One of the biggest reasons to advertise on social is that it’s a cost-effective way of reaching the exact people you want to target. People also look to social to find new products or services and for businesses, paid social has a high return on ad spend.

Here are five reasons to advertise on social:

  • Reach the right people: Paid social has sophisticated audience targeting, giving businesses a way to choose exactly who they want their ads to display to. Traditionally, advertising has been limited to broadcasting ads to everyone, but now businesses can pinpoint who they want to see their ads. This makes ads so much more effective and your ad spend go further.

  • Affordable: With social media advertising businesses get to choose how much (or how little) they want to spend on ads per day, or per month, making it fit nearly any advertising budget. Paid social is also a form of pay-per-click (or PPC) advertising where businesses only pay when users interact with their ads. In other words, you’re only charged when your ads effectively connect with your target audience.

  • Generate leads: Businesses use paid social to generate leads and build a contact list by creating ads designed to resonate with their target audience. To do this, ads are linked to landing pages with an offer, such as sign up to get 20% off your first order or to download an e-book, which collects user information such as their name and email address.

  • Influence buying behavior: Social media is a powerful tool that actually influences people to buy certain products or services based on posts they see from businesses and their friends. According to a study by HubSpot, over 70% of consumers are influenced to make a purchasing decision based on social media.

  • Drive traffic to your website: Putting your business in front of your target audience on social will not only build brand awareness, but it will drive people to visit your site. Business websites should serve as a sales and marketing tool for business, so the more website traffic you get more likely you are to generate sales.


No matter your marketing objectives, the chances are your business could benefit from social media advertising. Whether you’re looking to build brand awareness, generate website traffic, generate sales, or even just allocate the remainder of your market budget to another marketing channel, social is a good option for businesses who have a strong grasp on who their target audience is and which platforms they’re using online.

To learn more about Paid Ads and how effective it can be for you, click on the link and you will be directed to our main page formore details.

If you would like to know more about Social Media Advertising, contact Regal Roye today and we'll get you started.

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