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Oct 30 2013

Social Intelligence Says To Invest in a Social Advertising Campaign

Social media is not free; if you want to succeed, you need to be prepared to invest in a social advertising campaign.

social advertising campaignHave you made the mistake of thinking that social media is ‘free’? You’re not alone. Plenty of people – marketers and businesspeople alike – have made the dangerous mistake of assuming that because you can create an account or page on a social network for free – from a financial investment perspective – that succeeding with the platform is going to be free as well. If you want to find success with social media, you need to be prepared to invest in a social advertising campaign.

Recently, Adobe released their Q3 Social Intelligence Report. In it, they outlined a lot of very interesting details. For example, people are beginning to engage more. Although brands only increased their post number by 9% year-over-year, engagement has jumped up 115% in the same time period.

Though despite all of these interesting stats, there was one point that stood out above the rest: paid social is on the rise. There were a few ways in which the report made this clear.

We have found ourselves at a wonderful point in time (as marketers and advertisers) where the world’s largest network is trying to justify it’s price tag. So, economically speaking, how do you increase demand? Why, you decrease price, of course!

A few of the key findings below show why now is the time to invest in a social advertising campaign and reap major benefits.

CPC and CTRs

The cost-per-click (CPC) for ads on Facebook has gone down considerably in the last year – down by 40%, to be exact. Meanwhile, click-through rates on Facebook ads (CTR) have gone up by a whopping 275%! By creating an optimized ad and sharing to the right people in the right places, you could reap some major benefits from the advertising platform.


The cost per thousand impressions (CPM) for Facebook ads has increased. And understandably so – there are over a million sets of a thousand users you can reach out to. That said, targeting capabilities have become increasingly specific in the last year and as a result, measured return on investment (ROI) has seen a jump of 58% in the last year. So, while it might be more expensive to reach large numbers of people, if you pick your audience properly, you can see significant returns.

Click Volume and Impressions Growth

Great news advertisers! As ads become more prevalent on the network, so do impressions (naturally) and clicks (interesting!). That’s right, people are clicking on sponsored ads as they become more frequent. So you might hear people say they don’t want to see any advertising on their favorite social network, but if it is done correctly, you can expect that they will not only accept it, but click on it.

Now is the time to capitalize on the returns that can be generated from Facebook’s huge network of users. Your brand should not let this opportunity fall by the wayside. You can and should strongly consider investing in a social advertising campaign today. Find out how t2 can help here.

There are a lot more great facts and figures that marketers might find interesting in this study. Which one do you think is most important or interesting? Tell us in the comments below or on Twitter!

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Corey Padveen

Corey Padveen is Google AdWords Certified, Google Analytics Certified, a Certified Inbound Marketer and the Director of Global Social Business Strategy at t2 Marketing International. He is a principle strategist for B2B, B2C, B2G and NFP client-centered digital marketing initiatives and is a leading authority on the concepts of Social Equity and Responsive Branding. As the primary author of the t2 Marketing International digital marketing blog, a contributing author to a number of reputable marketing publications and a keynote speaker, Corey regularly shares his wealth of knowledge in the realm of digital marketing, data analysis and social media, and their applications to business in the digital age.

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