To win the race to your audience
More times than not, the reason consumers are attracted to a brand or product is because they discovered it before another option. Being the first to your audience is vital.
Paid media allows you to reach new audiences. This is an opportunity to put your brand and product in front of a new audience before your competitors. Regardless of your campaign objectives, being first to a new audience is a key difference maker.
To learn about your audience
Each platform has a unique user base. It’s important to know your audience on each specific platform to make the most of your content. Paid advertising is the best way to learn about your audience. The ad manager platform is like a marketing laboratory. Testing several targeting options allows you to narrow down exactly who finds the most value in your brand.
To ensure your brand is seen
Many brands invest in social media channels to reach a wider audience. Yet, a lot of that investment can be wasted. On average, less than a quarter of an account’s following will actually see the content. A small investment can triple the impressions of your content and again these impressions are more valuable than an organic one because they are reaching the right users.
It's the most efficient use of marketing budget
The average CPM (cost per 1,000 impressions) across the big three (Facebook, Twitter, and Instagram) is $6.00. On average, the CPM of a local television ad is around $30. At one-fifth the cost and significantly more accurate, it’s clear where to invest your marketing budget. Depending on your campaign objectives, creatives, and ability to optimize that cost could drop almost a dollar.
To analyze the effectiveness
After your campaign ends, there are zero question marks. There’s no guessing involved in how many people saw your ad, where those people are located, on which medium they saw it, and so on. With this information, the following campaigns will improve making paid social more effective than already stated.
To have your content work overtime
If your content is well-received organically, it will have an even greater impact when it’s promoted. In fact, the creatives that are promoted should be the highest performing ones – that is the most efficient spend of paid media.
If the content is well-received organically; it will be well-received by a wider audience. This will increase the efficiency of spend because as the promoted viewers see it, they will share it increasing the organic views.
Because everyone else is
We can hear our mothers saying, “If all your friends jumped off a cliff, would you?” But we promise this time is different. More brands are recognizing the value in paid social, and in turn, they are investing more. On top of that, each top social platform’s user base is growing year-over-year. The need to cut through the competition requires more. If not by an increased spend, achieve the best results with an increased optimization strategy of your current spend.
