Organic reach on social media is declining, making paid advertising an essential part of a well-rounded strategy. Paid ads can boost brand visibility, generate leads, and drive conversions when executed correctly.

This chapter breaks down the fundamentals of social media ads, audience targeting, and performance tracking to maximize return on ad spend (ROAS).

Key Points:

• Paid ads help amplify reach and drive targeted results, from brand awareness to sales;
• Social media ads can be optimized for different objectives, including engagement, traffic, and lead generation;
• Targeting tools allow businesses to reach specific demographics, behaviors, and interests;
• Retargeting ads re-engage users who have already interacted with a brand but haven't converted;
• Campaign performance should be tracked using metrics like CPC, CTR, conversion rate, and ROAS.