Best Practice

Paid Social Media Advertising

By Michelle Goodall,
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Econsultancy's Paid Social Media Advertising Best Practice Guide provides an overview of the major social media channels and the most pressing considerations for marketers looking to generate the most value from social media advertising.

The guide provides a summary of the main self-serve advertising options on these channels, and outlines some of the premium options available to marketers when developing a strategic approach to social media marketing and communications.

It has been written to complement Econsultancy's Social Media Strategy Best Practice Guide, Social Media Platforms Overview and Paid Search Best Practice Guide.

Topics covered

The report covers the following topics:

  • Paid Social Media Advertising Basics
  • Planning and Strategy for Paid Social Media
  • Ad Creative and Copy Strategy
  • Platform Strategy
  • Managing Paid Social Media Advertising
  • Tools
  • Optimisation
  • Managing Data
  • Additional Challenges
  • Measurement and Evaluation

Contributing authors

This guide was created by Michelle Goodall, a consultant with more than 18 years' experience offering digital transformation and social media strategy advice to B2B and B2C organisations, both client and agency side. The guide also features input and insights from the following practitioners:

  • Christie Burnum – VP, Group Manager, Paid Media, Ketchum
  • Debra Forman – President, Ketchum Digital
  • Joanna Halton – Director and Founder, Jo & Co.
  • Andrew Hood – Managing Director, Lynchpin Analytics
  • Paul Kasamias – Head of Performance Media, Starcom|Performics
  • Dave Lowe – Paid Media Manager, Regital
  • Oscar Romero – Head of Performance Media, Spark Foundry
  • Becky Steeden – Social Media Manager, RNLI

Contributing Authors


Michelle Goodall

More reports from Michelle Goodall

Table of contents

1. Introduction

  • About this report
  • About Econsultancy
  • About the author
  • Expert contributors

2. Paid Social Media Advertising Basics

3. Planning and Strategy for Paid Social Media Advertising

4. Ad Creative and Copy Strategy

5. Platform Strategy

6. Managing Paid Social Media Advertising

7. Tools

8. Optimisation

9. Managing Data

10. Additional Challenges

11. Measurement and Evaluation

Downloads

  • Pdf SAMPLE: Paid Social Media Advertising Best Practice Guide (599 KB PDF)
  • Pdf Disabled Paid Social Media Advertising Best Practice Guide (11.9 MB PDF)
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