Leverage Paid Social to Create Demand
Not just More Traffic
The Right Paid Social Traffic for your Business:
What is Paid Social?
- Technically Paid Social is simply advertising on Social Media, but the term goes much bigger
- When Facebook introduced the Newsfeed algorithm companies that had invested in “Likes” suddenly saw their organic distribution reduced sharply
- After Facebook went public, its ad tools became increasingly robust offering advertisers amazing creative and targeting opportunities
- Facebook bought Instagram and paid social ads followed
- Twitter, Snap Chat, Pinterst, and other networks followed suit
Why is Paid Social Different?
- Different than Seach – Google, Bing and Amazon Search usually fulfill a demand by delivering the answer to a search like, “cheap soft t-shirts” and “Tickets to see Hamilton.” Paid Social generates demand by delivering ads for products and services that you didn’t wake up wanting.
- Targeting – The other traditional platforms to generate demand were TV, Newspapers, Billboards, Magazines and PR. You could target general demographics ie People who read Time magazine or who watch Cheers. Paid Social unlocks an extremely different layer of granular targeting with extremely dynamic creative formats.
- Tracking – Most traditional forms of generating demand left measurement to extremely complicated models that usually required a leap of faith. Paid Social and allows for exact revenue and lifetime value calculations.
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