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Marketing 101 – How to Plan a Paid Social Campaign

Are you ready to take your social media marketing to the next level? Paid social media campaigns are rapidly gaining popularity for businesses looking to expand their reach and attract more customers. With social media users spending an average of over 2 hours per day across social media sites, you need to be present there in order to have any impact.

But having a successful paid social campaign requires strategic planning and execution. In order to make the most of your social media campaigns, it’s important to know the advantages and disadvantages of each social media platform. How do they function? What is the user base? What features are available that you can utilise?

Step 1: Define Your Objectives

First things first, let’s set those objectives. What’s your flavour of success? Are you craving a massive boost in website traffic, a splashy display of brand awareness, or a full-on explosion of leads and sales? Whatever you seek, setting clear objectives will guide your planning, help you measure success and allow you to tailor your social media strategy and budget accordingly.

Step 2: Identify Your Target Audience

With paid social advertising, you can target specific demographics, interests, behaviours, and locations. So you need to know who your target customer is – what ages are they, what are they interested in, is there a specific social media platform they spend more time on?

Personalisation is key! By identifying the demographics and interests of your target audience, you can tailor your social media content to their interests, which can help increase engagement and conversions. You may find that you have multiple target audiences, and that’s great! Create a personalised social media campaign for each of them to boost your odds of success.

Step 3: Choose Your Social Media Platform

There’s no one-size-fits-all answer. Think about your budget, objectives, and target audience to determine which platform(s) are right for you. For example – Instagram is particularly popular with people ages 18-35, so if you’re targeting over 50s it would be better to focus on Facebook, which has a broader age range of users. Or say you’re in the tech industry – then X or LinkedIn would be more beneficial. Everything depends on your target audience, find out who they are and where they are, then make sure you’re there too!

Step 4: Develop Your Content and Creative Assets

Once you have chosen your social media platform, it’s time to create your ad content and creative assets. Write compelling copy that speaks to your audience and create image or video content to compliment it. The type of content you’ll need will be determined by your audience and your chosen social platforms. For YouTube, Instagram and TikTok you’ll need videos, so make sure you have the ability and the time to commit to them.

Get creative! Tell a story about your business – Who are you? What do you do? What sets you apart from your competition? 

If you’re not sure where to start, check out our blog – Creating Engaging Content to Build a Memorable Brand on Facebook or find out the Secrets to Writing Compelling Ad Copy.

Step 5: Set Your Budget and Bidding Strategy

Setting your budget and bidding strategy is where the rubber meets the road. It’s important to set a realistic budget and a bidding strategy that aligns with your objectives. Some platforms may require a minimum daily or total budget, while others offer more flexibility. You must also choose your bidding strategy – cost per click (CPC), cost per thousand impressions (CPM), or cost per action (CPA). Be prepared to have different strategies across different platforms – there is no one size fits all approach.


Congratulations! You’re ready to unleash the full power of paid social media and launch your first campaign(s). Remember – failure to prepare is preparing to fail so make sure to take the time you need to plan your campaign effectively to ensure you get the best possible results.

If you’re not sure where to start – get in touch and we’ll support you through the process. Let’s make magic happen!

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