by D&E Staff

February 7, 2018

With news feed algorithms quickly changing across all social platforms, it’s unwise to rely solely on organic content to support your business objectives. Facebook’s prioritizing family and friend’s updates over business posts leads us to wonder how we can make sure our posts are both engaging and effective in reaching our target audiences.

Marketers can combat the challenges to organic social media marketing with a paid social advertising program. Paid social has become crucial for brands to maximize content to reach a larger target audience.

Here are four reasons organizations should invest in a paid social advertising program:

1. Cost effective solution

Marketers are sometimes wary of paid social because of the cost. However, in reality paid social is cost effective compared to traditional display ads.

In this case study out of the UK, Google Adwords cost $1.49 per click, while Facebook Ads were just $0.38 per click. Paid social allows marketers to track social media impact by measuring ROI.

2. Extensive reach to potential new customers

It’s time consuming to build relationships with users to generate sales for your brand. With paid social, also known as “paying to play,” marketers can increase their brand’ s social impact by distributing a single ad to hundreds of thousands of potential new customers.

3. Generate more visibility on mobile

In recent years, there has been a significant migration of users from desktop computers to mobile devices. Paid social allows marketers to place advertisements where potential new customers are most engaged.

Mobile is taking over Facebook’s advertising. In the second quarter of 2016, mobile ads accounted for 84% of the total sales, which increased from 72% in 2015.

On Facebook, marketers can choose to tailor ads for a specific device. Before creating an ad, consider the language. For instance, an ad appearing on a smartphone would use the word “tap,” as opposed to “click”.

4. Precise and accurate targeting

As marketers and communicators, it is our job to place content in front of our target demographic. With paid social, organizations can generate more social media impact by using high-level targeting. Higher accuracy data and targeting capabilities enable brands to create lookalike audiences.

By paying or “boosting” ads on Facebook– marketers can get around the challenges of updates to Facebook’s algorithm. You can better determine who will see your ads by specifying a location, gender, age range or previous liked pages of the users you are targeting. Facebook also allows you to see how well your ad performed in different regions or at different times of day.

Currently there are more than 50 million small businesses on Facebook, and 4 million of those businesses pay for ads. Paid social has become a critical tool and acts as an extension of social media campaigns. With paid social, marketers can amplify content, generate more visibility on mobile devices and reach a larger target audience.