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Social media advertising (paid social) can be an effective way to amplify your other inbound marketing activities – explore the options in this eBook and decide whether it’s for you and where to spend your budget

While in the past, social advertising was seen as somewhat of an antithesis to the organic, authentic engagement and interaction associated with traditional social media marketing. However, paid social has moved on in leaps and bounds since Facebook’s first foray into advertising back in 2004 with simple banner ads.

Over recent years, social platforms have broadened their appeal to marketers by allowing them to interact with followers like a native user; by encouraging branded content and by offering more sophisticated advertising options in the form of promoted posts, native and video ads; and ‘buy it now’ buttons.

The scale of reach and targeting offered by social, along with increasingly intuitive in-platform advertiser interfaces and metrics,  means paid social has never been a more attractive option to complement your organic social activities.

This eBook covers the how-to and why-to of social advertising for the following platforms:


The largest potential audience of any social media platform, with five new profiles created every second.


Aimed at allowing businesses to ‘share their stories’ with a highly with the options off photo, video and carousel ads.


Device-driven, with the ability to search for usernames of relevant influencers and industry leaders to target.


Allows brands to align their content with user interests as well as relevant search terms.


With a focus on business connections, LinkedIn allows very precise targeting reach and is a good choice for B2B marketers.


People visit YouTube with the aim of watching a specific type of content,  enables accurate targeting.

Advertising on social media has several advantages over media buying for other channels. For a start, you can immediately see at a glance who’s engaged with your ads and patterns in performance, as each platform has built-in analytics, allowing you to refine your approach.

You have a great deal of control of the management of your campaigns and can target very specific demographics, which means you reach a highly relevant audience.

Ultimately, the best platform (or combination of platforms) to choose for paid search will depend on your own particular business and your marketing objectives.

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