Goals & Targeting | Paid Social
Paid social campaigns go beyond boosting posts, they’re designed to strategically reach the right people on platforms like Facebook and Instagram. These ads build awareness, drive traffic, and encourage conversions through targeting and engaging creative.
Key Takeaways
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Paid social campaigns connect with users where they spend their time.
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Goals can include awareness, traffic, engagement, or conversions.
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Targeting can be behavioral, demographic, or geographic.
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Custom audiences help re-engage past visitors or contacts.
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Lookalike audiences expand reach to new, high-potential prospects.
What is the Goal of Social Campaigns?
The goal of paid social campaigns is to strategically reach and engage the right audience where they already spend time, on platforms like Facebook and Instagram. These campaigns are designed to do more than simply generate visibility; they build awareness, drive traffic, and encourage action through precise audience targeting and compelling creative messaging.
By aligning campaign objectives (like awareness or traffic) with business goals, paid social ads help move users through the customer journey; from initial exposure to engagement and eventual conversion. This isn’t just boosting posts. It’s targeted, data-backed advertising built to deliver meaningful results.
Targeting and Audience Strategy
- Behavioral Targeting
- Based on user interests, activities, purchase behaviors, or page likes.
- Demographic Targeting
- Target by age, gender, relationship status, job title, education, etc.
- Geographic Targeting
- Refine by county, state, city, ZIP code, or radius around a location.
- Custom Audiences
- Retarget website visitors, past engagers, or CRM email uploads.
- Lookalike Audiences
- Reach new users who share characteristics with your best-performing audiences