Econsultancy’s 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:

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


Econsultancy would like to thank the following interviewees who contributed to this report:

  • Florence Adepoju, Founder, MDMflow
  • Annie Andoh, Social Media Manager, Victoria and Albert Museum
  • Tom Barker, Head of Digital, National Trust
  • Sophie Brendel, Director of Marketing & Communications, Victoria and Albert Museum
  • Andrew Hood, CEO, Lynchpin Analytics
  • Albert Hogan, Director, Group Marketing, Audience & Digital Development, Penguin Random House
  • Paul Kasamias, Managing Partner Performance Media, Starcom | Performics
  • Dave Lowe, Associate Director, Regital
  • Anna Rawcliffe, Digital Manager, Social and Engagement, National Trust
  • Oscar Romero, Managing Partner Performance Media, Spark Foundry | Performics
  • Laura Thomas, Head of Paid Social, Mediacom North
  • Lucy Walker, Audience Director, eight&four