Building Social Media Advertising Campaigns

Chapter 1 of the Social Media Advertising: Execution Best Practice Guide

Social media platforms, with their deep understanding of users’ interests and behaviours, make it possible for brands to engage specific audiences with content that resonates with them at the best possible time. This chapter outlines the key technical considerations for brands building paid social media campaigns.

14 minute read

After establishing the intended audience, a campaign objective, the KPIs to monitor and what creative to use, and before starting to build the campaign, the advertiser must take some technical considerations into account. This chapter takes a look at these, covering:

Pixels: How does the information captured by pixels help advertisers, and why must they understand how to use them?
Ad managers: How can ad managers, provided by both the social media platforms and third parties, help brands run their campaigns and track performance?
Campaign structure: How can brands run sequential campaigns that account for the audiences’ behaviour?