Social Media Advertising

What is Social Media Advertising?

The average American spends 2 hours and 27 minutes on social media a day which is about 35% of their daily time online.

Social media advertising offers versatile opportunities for businesses to connect with their target audiences in unique ways. Choosing the right platform depends on where your audience is most active and how you want to position your brand. In general, social media ads include video, carousel images or static images with texts that are clickable to your website or landing page. If you’re ready to explore how social media advertising can drive growth for your business, let’s get started!

Where does Social Media advertising fit in my marketing strategy?

Social media marketing is generally used as a Branding and Awareness strategy. Research shows that when choosing things to do, social media is an essential influencer of things to do and ticket sales.

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Contents

Types of Social Media Ads

Meta: Facebook & Instagram

Reach a broad and highly engaged audience with targeted ads on Facebook and Instagram. Meta’s robust targeting options allow you to connect with specific demographics, interests, and behaviors to drive brand awareness, engagement, and conversions across both platforms.

Engage with professionals and decision-makers through LinkedIn's targeted advertising solutions. Ideal for B2B marketing, LinkedIn allows you to connect with industry leaders, showcase your expertise, and generate high-quality leads within a professional network.

TikTok

Capture attention with creative, short-form video ads on TikTok, the go-to platform for Gen Z and millennial audiences. TikTok’s unique algorithm and engaging content style provide an opportunity for brands to go viral and build community with an authentic voice.

When is Social Media a Good Fit?

Social media advertising can be a powerful tool for businesses looking to increase brand awareness, drive engagement, and generate leads. The effectiveness of your campaigns depends on where your audience is most active and the goals you want to achieve. Here’s when each platform might be the right fit for your business.

Facebook & Instagram is ideal if:

Your target audience spans various demographics, from young adults to older generations.
You want to build brand awareness, promote products or events, or drive conversions.
Your business benefits from highly visual content like photos, videos, and carousel ads.
You want the flexibility to target users based on detailed demographics, interests, and behaviors.

LinkedIn advertising is ideal if:

Your business operates in the B2B space and wants to connect with professionals, decision-makers, and industry leaders.
Your goal is to generate high-quality leads, promote thought leadership, or build brand authority within a professional context.
You offer products or services tailored to specific industries or business sectors.
Networking and relationship-building are key components of your marketing strategy.

TikTok advertising is ideal if:

You have video content in a vertical format.
You want to engage younger audiences, particularly Gen Z and millennials.
Your brand thrives on creativity, authenticity, and short-form video content.
Your business benefits from trends, challenges, or storytelling in a fun and relatable way.

Targeting Options

Identify and target your potential customers by:

Demographics

Target users based on age, gender, location, and language to ensure your ads reach the most relevant audience.

Behavior

Reach users by focusing on their interests, online activities, and device preferences, allowing for more precise and personalized ad delivery.

Geography

Target consumers based on radius, zip code, city, county, state, or DMA.

Custom

Create tailored audiences using email lists, website traffic data, and app activity to reconnect with users already familiar with your brand.

Lookalike

Expand your reach by targeting new users who share similar characteristics to your existing customers or followers.

Career/Business Information

On LinkedIn in particular, reach your audience based on:

Professional Targeting: Targeting based on professional attributes such as job title, industry, company size, and seniority level.
Company Connections: Ability to target employees of specific companies or industries.
Education: Targeting based on educational background, such as degrees and fields of study.

Measuring Success

All of our clients get a link to a reporting dashboard within the first week of launch. In your report, you’ll be able to review important insights into your targeted audience that reveal how different creatives resonate. The most important metrics we measure for a social campaign are eyeballs on your ads (impressions) and how many times those people engaged with the ad (likes, shares) and clicked to your website to get more information (clicks/click-through-rate).

Campaign Requirements

The key components of a social media campaign are:

Creatives

We can create your display ads for you as part of your Creative Plan or you can submit your own.

Audience

We’ll work with you to develop a set of attributes to target your customers.

Landing Page

After someone clicks on your ad, where do they go? A click-through URL is the page where a visitor lands after clicking on your ad.

Pixel Placement

To get the best results from your campaign, we need to add a few lines of code called a pixel to your website to track user behavior.

What to Expect

Once we have your overall strategy in place, our operations team will put everything in place to launch your campaign. The lifecycle of a campaign can be broken into three major components that we rinse and repeat, all while making continuous improvements and tweaks along the way:

1. Building Your Campaign

Before your campaign starts, we’ll collect some basic information and review your goals and the assets of your campaign. If you have signed up for a Creative Plan, we’ll also review your messaging and branding.

2. Tracking Your Campaign

The moment your campaign is live, we track its progress. Within a week of your campaign launch, we’ll send you a link to a report outlining all the metrics of your campaign. We’d love to meet with you during the first 4-6 weeks of your campaign and then each quarter so we can review what’s working and discuss ways to improve.

3. Improving and Iterating Your Campaign

The most successful campaigns are the ones that stay fresh! We recommend cycling through new creative (messaging, photos) every month. We can help you do that with our Creative Plan.

Designing Creatives

We offer a very competitive monthly creative retainer to design and switch out creatives when we see a dip in engagement or click through rate (CTR).

How Much Does It Cost?

Meta advertising for boosting on your own channel can be a few dollars and up. For partnered social media advertising and management of your ads with Triangle Digital Partners, it costs $1,000 or more to maintain a marketing campaign. Give us a call or shoot us an email if you’d like to tell us about your goals and see how we can help you get your message to the right audience.

Ready to grow your business?

Effective digital marketing is changing constantly. You need a partner to support your business goals. Book a discovery meeting with one of our Marketing Strategists. We'll get to know you and your business, your goals and your budget to build a custom and thoughtful marketing solution.

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