How to design a paid social media campaign

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A smart way to capture and retain people’s interest is to craft paid social media plans in which they can invest wisely and gain beneficial results. Investors who are part of the business have to witness tremendous growth. Organizations have recognized the worth of compensated marketing and press activities as a means of increasing their advertising initiatives.

These are the key rules to keep in mind when constructing paid social media campaigns.

Determine a Goal

Establishing an objective that is Specific, Measurable, Attainable, Relevant and Time-sensitive is necessary to ensure a successful paid media campaign. SMART is an acronym for Specific, Achievable, Measurable, Relevant, and Timely. It is essential that owners create a plan of action that meets all of these characteristics so they understand how to move forward with their advertising strategy. Plans are set up to provide a map to success for the operation.

An instance of a SMART aim is to vend 100 dresses in a period of seven days while sticking to a budget of $1000-1200. This sentence displays the qualities of an aim to be achieved in order to obtain a foothold in the marketplace. If you would like the amount of people coming to your site to increase by 30% by the end of this month, you would have to invest $1000.

Pay-per-click advertising is a type of digital marketing that is highly present on social media. PPC is an effective way of boosting website visits, with the advertiser paying for each time their advert is clicked on.

There are three ways that PPC can be done and these are methods used to evaluate how much advertising is costing a company:

1. Cost Per Click (CPC)

The amount you will be charged for each activated advertisement in a pay-per-click marketing campaign is known as the Cost Per Click (CPC). At an auction, you make an offer of the most you would be willing to pay for a click on your advertisement. This is referred to as the maximium cost-per-click bid. Often, your charge is lower than the maximum cost-per-click bid, which is usually the highest amount that you’ll have to pay for a click.

2. Cost Per Action (CPA)

CPA is also referred to as cost per conversion in digital advertising channels outside of Facebook. This is the cost associated with each user action instigated by your advertisement on your website. The cost-per-action is determined by taking the amount spent on advertising and dividing it by the number of actions that result from the advertisements. If a total of $150 is used for a certain campaign and the results of that campaign are 10 actions, that means each action cost $15.

3. Cost Per 1,000 Impressions (CPM)

An advertising campaign can be evaluated to analyze its cost-efficiency by utilizing CPM, which is a widespread metric in the digital advertising sector. It is often employed to analyze the efficiency of various advertising publishers and plans. The total cost of an advertisement campaign is divided by the number of impressions, then multiplied by one thousand to obtain CPM. If you spent two hundred and fifty dollars and received eight thousand acknowledgments, your cost per one thousand views was thirty-one dollars and twenty-five cents.

Target the Audience

A business cannot create a successful marketing plan unless it defines the particular segment of the market that it is aiming to reach.

You can divide your viewers into distinct groups to facilitate efforts in directing your marketing efforts. Advancements in PPC (Pay-Per-Click) advertising have enabled us to focus in on three key types of targeting: Demographic, Behavioural and Contextual.

Demographic targeting is the most basic approach in targeting. You have the capability to select customers based on their age, race, gender, place of residence, job title, income, and other details. The explanation for this is that individuals with identical demographics probably have similar motivations for obtaining items or services and will respond similarly to advertisements.

Insider Intelligence conducted a survey that discovered that a majority of Gen Zers, which consist of those aged 16-24, prefer short-form social media sites. The survey discovered that an even higher percentage of respondents reported they used Snapchat and Instagram more in the past year.

According to Chron magazine, the median age of a person on Facebook is 40.5, implying that older millennials and members of Gen X favor long social media content.

Refine Ad Formats & Design

The advantages of using societal media outlets such as Facebook, Instagram, and Linkedin are plentiful; you get the opportunity to try out multiple advertising formats to achieve your objectives. Testing is the best way to determine which format of communication is optimal for your product or service and message. Examining the respective advantages and disadvantages of each outlet can help you select which platform or medium is the best fit.

Once you have analyzed the results of your ads long enough to gain an understanding of your customer’s purchasing patterns, keep revising and adapting your strategies according to the new information.

Determine Promotional & Ad Budgets

Once you have figured out what you want to achieve, identified the group of people you want to reach, and chosen the paid platforms you’ll use to get across your advertising messages, it’s time to start deciding how much you will spend on your advertisements.

Social media paid advertising is similar to how Google operates an auction system. Companies compete for the top marketing places on people’s social media accounts, pages, and posts. If you are the highest bidder at the auction, you will owe the specified amount for each click, sight, liking, publicized impact, opened message, and application installation that was the result of the advertisement’s success.

Adverts across various media outlets can come with diverse pricing models, as well as having different minimum requirements for daily spend. It is a good idea to keep track of what is spent on advertisement in each platform in an orderly way. HubSpot is an indispensable asset for marketing professionals, offering budget planning templates.

Compose, Promote, and Optimize

Now it is time for the gritty part. Ad creators on social media sites are designed to make it as simple as possible to create commercials.

Be inventive and keep your communication succinct while maintaining an everyday tone meant to encourage people to invest a few seconds connecting with your business and your material.

Creating and adhering to a content calendar is key so that the communication in paid media is consistent. The final aim is to assist you in attaining your business’s predetermined objectives.

Once your aims are arranged, the content for each one is planned and its deployment is placed in your promotional timetable, it is then time to take the plunge and release your ads into the public.

This is not a task to be accomplished and then forgotten about. Paid media necessitates continual evaluation of your performance and prompt adjusting as needed.

Adapting campaigns in line with how purchasers respond to them and leveraging multiple market trends and the advantages that each paid media tableau provides involves continuous studying on your part. The specifications of algorithms and features can transform gradually as platforms undergo changes in their development. Certain functionalities may be released or discontinued as time goes on.

Social Media Platforms Examples 

Think about what kind of consumers you want your adverts to reach and then figure out which social media webpages they are on. That way, you can go right to them. If you want to reach an older demographic, utilizing TikTok wouldn’t be ideal, instead, Facebook may be a more suitable choice.

If your business already has a presence on social media, it might be beneficial to identify which sites have a successful organic reach – this could be a sign as to where your promotional efforts should be focused.

1. Facebook. 

Being the most extensive social media site around, Facebook proves to be a reliable pick when deciding where to carry out advertisement campaigns. Facebook is widely used by people of different genders and ages, which means you can attack your aim users who are likely to be found on the platform. Hootsuite’s report reveals this.

In addition to permitting people on Facebook to communicate with each other and post material on the web, the social media site affords companies the capacity to promote their items and services online. Among a laundry list of benefits, these are a few ways that Facebook ads can help you meet campaign goals:

  • Build brand awareness: Increase your reach and get your products in front of potential customers.
  • Consideration: Direct traffic to your website, harness lead generation through opt-in emails, blog posts and content and reach out to potential customers through Messenger.
  • Conversion: Set up a Facebook Shop to give customers a more seamless shopping experience, drive traffic to both your online and brick-and-mortar stores and increase conversion rates.

In addition, Facebook’s ads permit business owners to select their audience by criteria such as area (a maximum of 5 miles), job, hobbies, prior activities and a range of other useful data points.

The cost of Facebook advertisements is contingent on a few variables, including the intended crowd to be reached and the money available for the campaigns. Generally, the more you spend on advertising through Facebook, the better the system gets at using your funds to improve your advertisement outcomes over time.

2. Instagram.

A platform which is famed for its high-quality images and video footage, Instagram is optimal for businesses with wares that look great in pictures and can be seamlessly included in visuals.

Engagement on Instagram is far greater than on other social media sites, as figures collected in 2016 showed that the rate was 58% higher than that of Facebook and a whopping 2,000% greater than Twitter’s. Its user base is mostly comprised of younger people, although it is massive.

If your business is suited to your desired demographic and customers, then Instagram promotion could be the optimal solution for you.

Organic posts and stories might be a great way to bring people to your website, but Instagram advertisements offer a more direct method of connecting with the product. Through these ads, customers can quickly and easily access the product page or another designated landing page.

3. Twitter.

For staying on top of the latest news and connecting with major and minor public figures, Twitter has been a widely used social networking site since its inception in 2006.

Twitter advertising offers two options for brands to create ads:

  1. Quick Promote: Twitter automatically promotes Tweets to your target audience. All you have to do is choose a promotable Tweet from your timeline and specify your target audience, and Twitter will do the rest of the work for you.
  2. Twitter Ads: These ads are objective-based, meaning you first have to choose your preferred business objective, and Twitter will only bill you for actions that align with your goal.

4. Tiktok.

TikTok, a recent entrant in the realm of social media advertising, has tremendous potential for connecting with potential purchasers, especially those of a younger demographic.

eMarketer has noticed that the majority of TikTok’s commerce functions generally involve product promotions shown as original videos on people’s “For You” pages. Commercials show up on the whole screen and last as long as a regular TikTok post, which is nine seconds. By clicking on the “Shop Now” button located beneath each ad, users can be taken straight to the seller’s online store to complete the purchase.

5. Pinterest.

Similar to Instagram, Pinterest is a visually appealing platform featuring pictures of romantic weddings, recipes and styling clips. However, it should be noted that a vast majority of Pinterest users are women, making up 71% of the user base.

Pinterest has a great advantage for marketers, as consumers utilize the platform with the purpose of looking for products to buy. Thus, it is a prime platform for social media advertising. Pins that have been given special attention by Pinterest interweave seamlessly into people’s boards without taking away from the user experience as opposed to many other platforms. A whopping 85% of Pinners who post at least once every week have purchased merchandise after seeing Pins from businesses.

Pinterest is great for ecommerce shops, as its searching machine is specific and supports companies in publicizing their best-selling pins.

6. Linkedin.

LinkedIn is the biggest professional platform on the internet. It has a great amount of professional subscribers, which allows it to target individuals according to their job skills. Consequently, the focus of LinkedIn marketing is mainly aimed at a business-oriented public.

It can be seen that the majority of LinkedIn users from the United States earn more than $50,000 each year, and therefore, this platform is likely to contain many high-caliber leads and have on average, a higher disposable income. This is particularly true in certain industries.

In contrast to the majority of other mediums, LinkedIn focuses on B2B advertising campaigns rather than B2C campaigns. Companies that offer services and B2B products generally experience higher success rates on LinkedIn than other social media platforms.

There are four types of LinkedIn ads:

  • These forms of advertisement, including images, videos, or slideshows, are seen by many people on LinkedIn due to being shown on the newsfeed.
  • This type of advertising involves sending marketing content to a user’s inbox on LinkedIn instead of to their email inbox. The user can then have a conversation with a chatbot or be served by a human representative as they interact.
  • Text and Dynamic ads: Only visible to desktop users, text ads are small advertisements displayed at the top of the screen above the user’s newsfeed.
  • By building pre-filled forms into your LinkedIn adverts, it’s possible to acquire top-notch leads in large numbers.


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