Did you know that 42% of the 7.5 billion Internet-users in the world are active social media users? This year alone, over 3 million people actively use social media which is a staggering 13% increase in just 12 months.

Paid social advertising











The social media landscape is constantly evolving. New networks arise, new technology increases user engagement and content whilst existing networks continue to improve their product and offerings. Organic reach is also shrinking as the leading networks ramp up their paid channels to monetise investment.

This new era of social media is focussed on acquisition and conversion. Social commerce is growing much faster than retail e-commerce. Many retailers are seeing social driving bigger percentage increases in retail traffic than any other channel.

What is the Difference between Organic & Paid?

Organic social

Organic social is where the company uses free tools provided by each social network to build a social community and interact with it, sharing posts and responding to customer comments.

Paid social

Paid social is where the company will pay to display adverts or sponsored messages to social network users based on user demographics. A cost is incurred depending on the type of ad used, for example many ads incur a cost per click method of payment.

How to get the most out of your Paid Social Advertising

Know your Objectives

As with all marketing strategies, it’s impossible to achieve your goals if you don’t know what your goals are in the first place.

Understanding what business objectives you’re trying to achieve with your ads is critical for ensuring you choose the right social network to advertise on, and the right ad type.

Effective Targeting

Paid social media helps you target specific people based on their demographics and interests. For example, social media ads allow you to hone in on the people most likely to invest in your product or services rather than just your followers or a generic audience.

On LinkedIn, you can promote content with specific target parameters like location, job title, skills, or business type. This allows you to reach who you want, resulting in more effective traffic seeing your ad and taking action.

Call to action

By having call to action buttons directly on your ads it gives your consumer an easy way to take the required action you want them to. Make it easy for them to engage and they will be much more likely to convert.

Measuring your Results

Just as it’s important to know your goals before running an ad campaign, it’s important to measure results. This will let you know whether you’ve hit your targets, and show you what worked and what didn’t so that you can improve on future campaigns.

Measuring your results and having concrete data about the value your ads bring to the company is a key part of proving ROI. The major social networks offer analytics to help you measure the results of ads.

Test your ads

One of the great virtues of social ads is instant feedback. You can gauge the effectiveness of a sponsored post in minutes and follow up with advanced analytics reports. The best practice is to test several ads with small audiences to determine what works best, then use the winning ad in the primary campaign.

What Next?

If you’re interested in using social media to help achieve your objectives, Dupree International can help with your organic growth and your paid social advertising. If you want to find out more and how we can help you email wendy.ford@dupreeinternational.com or call on 01780 757666.