Three Reasons Why You Need Paid Social Advertising

Businesses have the opportunity to reach billions of people through social media. There are many strategies within the umbrella of social media marketing, but one of the most effective is paid advertising — think sponsored search engine ads and display posts.

Organic strategies like SEO are still important, but there are some advantages specific to paid advertising that will make a big difference to your strategy.

Read on for three reasons why paid social ads are one of our top methods for boosting your digital marketing results.

Organic reach alone isn’t enough anymore.

Researchers are noticing a serious decline in organic reach on social media.

This isn’t to say that organic content isn’t valuable — it just isn’t always as visible. This is largely due to algorithm changes, such as Instagram scrapping chronological feeds. It also probably has something to do with the fact that platforms earn billions of dollars in ad revenue and stand to make even more if they continue to shift algorithms in favour of it.

You also have to consider the fact that paid content reaches more users because that’s literally what it’s designed to do. With the help of AI, those ads are displayed directly to the audience over and over again. You really do get what you pay for.

Therefore, every organic content strategy should be supplemented by paid ad campaigns.

Obviously, organic content is very important in areas like relationship building, customer service, and strengthening brand identity. However, the decline in organic reach means paid ads are your best bet for driving leads with a larger audience.

You can target your audience.

Not only will you reach more people, but you’ll reach the right people. When running paid ad campaigns, you’re able to target users based on factors like their interests and demographics. If you’ve done your market research, you’ll know how to distinguish the potential buyers from the uninterested. At the end of the day, customised content generates qualified results.

You can also choose to show your ads to people who’ve already engaged with your website or profile in the past — a process known as re-targeting. This is a valuable tool for lead nurturing and encouraging repeat customers or clients.

It’s easy to manage spend

By setting daily and/or total budgets for campaigns, you’ll never overspend. It’s your choice whether to let Meta distribute costs between your ads based on the performance, or to manually set individual ad costs yourself. Either way, you can cap the limit based on your company’s budget.

You can also choose spend models whereby you only pay when a user actually takes action, which keeps your costs low and makes every dollar count. These actions could be clicking a link (PPC) or simply viewing the ad (CPM).

When it comes to paid social advertising, your approach will be shaped by your business goals. Regardless of these objectives, there are three overarching benefits to incorporating paid campaigns in your digital marketing strategy: increasing reach, targeting specific audiences, and easily managing spend.