Before launching a paid campaign on social media, advertisers must ensure some key components are in place. This chapter outlines the steps brands must take for the greatest chance of campaign success on social media platforms. It covers:
- Goal setting: What is the best strategy for setting goals, objectives and KPIs, and how do each of these relate to one another?
- Campaign design: What options must be considered before creating any paid social media activity?
- Social media ad categories: What are the four broad categories of social media advertising formats, and what do they offer brands?