The Local Marketing Stack

Paid Social

Zone 4 • Difficulty: • Sugg. D.I.Y. Monthly Budget: $100+

Several years ago, when Facebook was just taking off, Facebook ads were the lowest-cost, most-effective form of advertising known to (wo)man.  As more and more advertisers have learned just how effective paid social media ads can be, the competition for limited real estate has increased and prices have gone up.

Ridiculously-granular targeting.
But Facebook (and to a lesser extent Twitter, Pinterest, and LinkedIn) knows so much about its users that it can provide a level of demographic targeting that Google just can’t match–let alone traditional media.

(Seriously ridiculous!)
Facebook allows you to target geographically (down to a 1-mile radius), and demographically by things like age, job title, employer, income, and more. So if you know your customer really, really well, you can darn near serve him or her a 100% personalized ad on Facebook. (That’s an exaggeration, but only just–for instance, we recently ran a campaign targeting real estate agents in Beaverton, Oregon who were fans of the Mailchimp platform and had an annual income of at least $100,000.)

Targeting based on email addresses.
Facebook also allows you to upload lists of customer emails to either market to your existing customers directly, or advertise to audiences who “look-alike” your existing customers.

Think beyond just Facebook.
The other social media sites all have similar demographic features but you’re not able to be quite as granular as you are with Facebook–and Instagram, which Facebook owns.

You can totally DIY this.
Social media ads are relatively easy to set up yourself, although a professional can help you fine-tune and optimize your campaigns.



See where Paid Social fits into the overall stack in:

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