Just like paid search ads vs. organic search results, paid social ads are a way to promote your message and target your prospects using demographic data and engagement behavior vs. simply having content posted to the feeds on the respective social platforms.
Examples of Paid Social Campaigns
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Facebook Ads – See a more in depth explanation here.
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Instagram Ads – Four ad types are offered including Photo Ads, Video Ads, Carousel Ads, and Stories Ads. There are many objectives and targeting capabilities to choose from. Buying options can be in app, *ads manager, *power editor, or Instagram partners. *Facebook Ads Dashboards
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Pinterest Ads -Promoted Pins look just like regular Pins, but reach a larger audience. Pins never expire so ads have infinite exposure after being created unless they are deleted.
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Snapchat Ads – There are three Snapchat ad types to choose from. Snap Ads are video ads with customized attachments for your objectives. Filters allow you to target based on location to drive awareness, advocacy, and action. Lenses are stories that can be used to drive awareness.
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LinkedIn Ads – There are five LinkedIn as types to choose from. Sponsored Content, Sponsored InMail, Text Ads, Dynamic Ads, and Programmatic Display Ads. Ad spend is determined by total budget, daily budget, and bid and billed CPC, CPM, and CPS depending on ad type.
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Twitter Ads -There are six types of Twitter ads. Awareness (brand awareness and CPM billing), Increase Followers (targeting based and CPA billing), Increase Tweet Engagement (targeting based and CPA billing), Increase Website Traffic (targeting based and CPC billing), Promote Your App (targeting based and CPA billing), and Quick Promote (like Awareness, but a predetermined budget and location).
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Waze Ads – These location based ads are promoted at the top of search results as well as branded pins and include company logo and ad copy. CPM billing with $2 per day minimum.