Six Practical Things You Should Doing In Your Paid Social Advertising Campaigns


As we navigate the complexities of paid social advertising, remember that the essence of success lies in understanding your audience, being creative with your content, and being willing to test and adapt.

Drawing on insights from seasoned experts, Carla Rovaris and Danielle Gipps, this blog post delves into practical tips for businesses looking to harness the power of paid social for expansive brand growth.

Paid social has dramatically transformed over the years. From its nascent stages to its current complex form, understanding the nuances of paid social is key to leveraging it effectively for whatever your marketing objectives.

Practical lessons

  1. Dive Into Diverse Platforms: Don’t limit your paid social efforts to just one platform. Explore various platforms based on where your target audience spends their time. For younger demographics, platforms like Snapchat and TikTok might be more effective, while Pinterest could be more suitable for an older, predominantly female audience.
  2. Creative Content is King: The success of your paid social campaigns hinges on the creativity and relevance of your content. Both Carla and Danielle emphasize the importance of crafting content that resonates with your audience. Whether it’s through emotional engagement or showcasing your brand’s personality, the goal is to create memorable and engaging ads.
  3. Leverage User-Generated Content (UGC): Especially on platforms like TikTok, UGC can significantly enhance the authenticity and appeal of your campaigns. However, the suitability of UGC varies by brand and platform. For luxury brands, a more polished approach may be necessary.
  4. Be Bold and Experiment: With paid social, experimentation is crucial. Try new platforms, ad formats, and messaging to see what resonates with your audience. The landscape is constantly changing, and staying adaptable is key to staying ahead.
  5. Focus on Brand Building: Paid social shouldn’t be viewed solely as a performance marketing tool. It’s also a powerful brand-building channel. Utilize it to introduce your brand to potential customers and build a strong brand identity.
  6. Test and Learn: Continuously test different strategies and learn from the results. Paid social is not a ‘set it and forget it’ channel. It requires ongoing optimization and creativity to keep your campaigns fresh and effective.

    This blog post was based on a podcast interview for the Internet Marketing Podcast


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