Paid Social Media Advertising: Basics and Best Practices

Hi there, it's Jen! If you're new here, I help small business owners like you streamline your marketing, automate your systems, and build strategies that actually work. Today, we're talking all about paid social media advertising.

If you've been curious about running ads on platforms like Facebook, Instagram, and LinkedIn but aren't sure where to start, this blog is for you. We’ll go over the basics and share best practices to help you create effective ads that drive results.

Why Invest in Paid Social Media Advertising?

Organic reach on social platforms is getting tougher, meaning it’s harder to get your content seen without paying for visibility. Paid ads help you cut through the noise and target your audience more effectively.

The beauty of paid ads is that you can reach specific demographics based on interests, behaviours, and even job titles—something that's difficult to achieve through organic posts alone. Think of it like this: paid ads put you in front of the right people at the right time, whether your goal is driving traffic, increasing sales, or boosting brand awareness.

✅ Looking for a step-by-step guide to building an effective sales funnel for your paid ads? Download the Funnels That Co nverteBook for free!

Setting Clear Goals and Budgets

Before you start running ads, ask yourself: What am I hoping to achieve?

🎯 More website traffic?
📢 Increased engagement?
🛍️ More sales?

Defining your goal will make setting up and measuring your ad’s success much easier.

Setting a Budget

Paid advertising can feel overwhelming when it comes to cost, but start small and test. Platforms like Facebook and Instagram let you set daily or lifetime budgets, so you can scale up once you see what works.

💡 Tip: Don’t throw all your money into one ad! Test different variations to see what resonates with your audience.

Knowing Your Audience

Understanding your ideal customer is key. You don’t want to waste your budget targeting the wrong people.

Ask yourself:

• What are their pain points?

• What problems are they trying to solve?

• What do they care about?

With this knowledge, you can use platforms like Facebook, Instagram, and LinkedIn to create highly targeted ads based on:

• Age

• Location

• Interests

• Behaviours

• Job Titles

✅ Need help defining your target audience and messaging strategy? The Marketing Made Simple Bundle is packed with tools to attract the right people to your business.

Creating High-Performing Ads

When it comes to paid social media ads, your visuals and copy make all the difference.

Attention-Grabbing Visuals

Your ad needs to stand out in a crowded feed! Use:

• High-quality images or videos that align with your brand

• Short, snappy video ads (videos tend to perform well!)

• Clear, concise ad copy that gets to the point fast

Strong Call to Action (CTA)

Encourage action with a strong CTA like: 🛒 Shop Now
🔍 Learn More
✍️ Sign Up

📌 Need expert guidance in setting up and optimising your ads? Funnel Mastery Call  to get tailored support!

Testing & Optimisation: A/B Testing

Platforms like Facebook and Instagram allow you to A/B test different versions of your ad to see which performs best. Change one element at a time to get accurate results. You can test:

• Headlines

• Images vs. Videos

• CTA buttons

• Target Audiences

By testing these elements, you’ll gain valuable insights into what works and what doesn’t, helping you optimise your campaigns for better performance.

Monitoring Your Ad Performance

Once your ads are running, the real work begins: optimising for results. Keep an eye on these key metrics:

📊 Click-Through Rate (CTR) – How many people click your ad compared to how many see it. A high CTR means your ad is resonating.
💰 Cost Per Click (CPC) – The lower the CPC, the more cost-effective your ad is.
🔄 Conversion Rate – How many people take the desired action (purchase, sign-up, etc.). If this is low, tweak your ad copy or landing page.

Want expert guidance? Marketing Power Hour to discuss strategies and improve your ad performance.

Best Practices for Effective Ads

To get the best results, follow these best practices:

✅ Stay Consistent With Your Brand – Your ads should match your website, social media, and other marketing materials. If your ad sounds one way but your website feels totally different, potential customers might not trust you.

✅ Focus on Value, Not Just Sales – Avoid being too salesy! Educate, inspire, or entertain your audience instead.

✅ Monitor Ads Regularly – But Don’t Panic! – Check ad performance frequently, but don’t rush to change things too quickly. Ads need time to gather data before you see real trends.

✅ Join the Free Tech Café for Support – If you're struggling with ad tech issues, join the Tech Café for free monthly sessions where you can get help with your digital challenges!

Final Thoughts

Paid social media advertising can be a game-changer for your business—if it’s done right. By setting clear goals, understanding your audience, and testing your approach, you can create ads that deliver real results.

💬 Found this helpful? Drop a comment below with your own experiences with paid ads! What’s worked for you? What hasn’t? Let’s chat.

🚀 Need one-on-one help with your marketing strategy? Book a session today!

Thanks for reading, and I’ll see you next time! 😊