How to succeed with social media advertising

In 2022, social media is the digital equivalent of the shop window. And with so many companies competing for consumers’ attention online, for brands trying to build their audience on these platforms, social media advertising is often the key to standing out against the noise.

The benefits of social media advertising are vast and, when used effectively, it can complement your existing organic social media strategy and help you to achieve a wide range of different goals – from driving sales of a product to promoting an event – while simultaneously growing brand awareness.

What makes for a successful paid social media advertising campaign?

First, you need to choose the right platform for your social media ads. For example, if you’re looking to drive traffic to website, Facebook is known to deliver an impressively low cost per link click on the right ads. Or, if you’re advertising a job and want to reach the right people, LinkedIn would probably be more effective in helping you to achieve this. Do your research and find out what platform is most popular with the demographic you’re trying to reach, as choosing the right platform for the audience you want to engage with helps lay the foundations for a really successful social media advertising campaign.

Next you need to think about the budget for your ad campaign. If you’re new to social media advertising, it might be a good idea to start off with a smaller budget split between a few different ads to see what approach works best for you. Boosting posts on Facebook is a good way to dip your toes into the world of social media advertising, and you can then move onto more sophisticated campaigns once you’ve refined your strategy. To get the most bang for your buck when it comes to ad budgets, it’s also important to think about whether you want to optimise your ads to deliver. Ads optimised for impressions, for example, will be delivered to the maximum number of people as many times as possible for your set ad budget, while ads optimised for link clicks will target audience members most likely to click to an external web page.

Reaching the right people

While it’s all well and good putting a big budget behind a social media advertising campaign in a bid to reach as many people as possible, if your ad isn’t reaching the right people, it ultimately isn’t going to be successful. Social media ad targeting is a lot more sophisticated in 2022 than it was when social media advertising was in its infancy, and you can now build an in-depth audience profile of the consumer you want to reach. For example, on LinkedIn you can target people based on their job titles, while Facebook can deliver your ads to people with specific interests, or even reach people who ‘Like’ one of your competitor’s Facebook pages.

The power of visuals

Once you’ve decided which platform or platforms you want to advertise on, the budget for your campaign and the audience you want to target, you then need to think about the type of ad you want to run and the creative that will support this. Eye-catching visuals and click-worthy copy is the key to grabbing people’s attention in this crowded marketplace, and in order to achieve high reach and engagement metrics on social media you need to think what will make people stop scrolling and engage with your ad. Top tip: When advertising through social media, it’s also really important to make sure your ads are optimised for mobile users – and new data from Facebook has revealed that in 2022 a massive 98.5% of all users access the platform via mobile devices at least some of the time, with 81.8% use Facebook exclusively on their mobile phones.

Find what works for you

Like with any comms activity, there is no one size fits all when it comes to successful social media advertising. And if you’re experimenting with social media ads for the first time, it’s a good idea to start off small and see what works for your brand before advancing to bigger campaigns. Platforms like Facebook make it really easy to play around with different ad creatives and different ad audiences using their A/B testing feature, which allows you to see which ad variation delivers the lowest cost per result. You can then refine your social media advertising strategy based on these results, helping you to get the most out of your ads – so don’t be afraid to experiment!

Our top social media advertising tips:

  • Choose the right social media platform for the audience you’re trying to reach
  • Get the most bang for your buck by optimising your budget
  • Do your research into the different types of social media ads
  • Be smart with your ad targeting
  • Analyse the results of your social media advertising campaigns and use these to inform future ad strategies


Need help developing a stellar social media advertising campaign for your business? Read more about the advantages of social media advertising and our social media services here , discover social media advertising examples over on our case study page, or give the dog a bone and contact us today!

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