paid social
Advertising bought on social platforms to reach chosen audiences with promoted posts and ads.
Definition
Paid social uses platform tools to target audiences by interests, behavior, location and customer lists. It complements organic posting by guaranteeing reach and enabling testing of creative and offers. Results depend on creative quality, audience choice and tracking set-up. Privacy changes have limited some targeting and measurement, so agree what will be tracked and how results are reported, and confirm that ad accounts sit in your company's name. Rotate creative regularly, because audiences tire of repeated ads and results often decline when the same message runs for too long.
In a sentence
The paid social campaign tested four creative variations.
Ad accounts remained in the client's ownership.
