Social Advertising Cheat Sheet
Social
Network

Type of Ad

Best Used For

What to Measure

Higher up in the news feed for ...
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The Social Advertising Cheat Sheet Every Marketer Needs

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While there are many different methods for distributing content based on channel, audience, and business goal, all methods can be bucketed into paid and unpaid (earned) distribution methods. Here’s a breakdown of the major advertising options currently available to you.

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The Social Advertising Cheat Sheet Every Marketer Needs

  1. 1. Social Advertising Cheat Sheet Social Network Type of Ad Best Used For What to Measure Higher up in the news feed for better visibility This basic and less expensive option is ideal for showcasing visual content. Reach, total interactions, engagement, CPC Sponsored Stories In the news feed Acquire new fans by showing them which of their friends have interacted with your brand. New page likes, reach, impressions, engagement, CPC, sentiment Domain Ad Right-hand side of the news feed page Direct viewers to an off-Facebook property such as content offers and landing pages. CTR, conversions, impressions, traffic, CPC Page Post Ad In the news feed, in the right-hand column of any page on the site, or in search results Promote Facebook pages; it’s possible to include a URL to a non-Facebook property in the text, similar to the domain ad. CTR, impressions, follower growth, CPC, engagement, conversions Promoted Tweets Top of Twitter search results. Amplify an existing tweet to a larger or targeted audience— gain new followers or get your content in front of more eyeballs. Clicks, engagement, new followers, CPC In Twitter’s Trending Topics list with a “promoted” label Gain high visibility thanks to placement next to the news feed, and also make your keyword (hashtag) look like it’s trending. New followers, sentiment, conversions, retweets, engagement Under ‘Who to Follow,’ a function that suggests new accounts that users don’t currently follow and may find interesting Increase the chances of Twitter users sharing your content organically, which works best if you already have a large existing network of content sharers. New followers, mentions, reach, sentiment, engagement Promoted Post Promoted Trends Promoted Accounts Where the Audience Sees it Sponsored Updates In the news feed of users and on the brand’s company page B2B content marketing when the goal is a high visitor-to-lead conversion rate. Engagement, CTR, conversions, impressions, reach, new followers Display Advertising On home page, profile page, group page, company page, member inbox, or message page, depending on ad Maintain a consistent brand across the network and gain new followers for company pages; also post job listings or industry specific services. CTR, impressions, reach, engagement, conversions Allows you to send a personalized message to users inboxes. Messages come from individuals, rather than brands. Network growth, engagement, sentiment, qualified leads Sponsored InMail In an InMail inbox

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