Welcome!
Social Media is one of the most effective communication and advertising channels. But
cutting through the noise can be challenging, and often, marketers must use paid social
marketing strategies to amplify their message in social platforms.
Even though you might have created a really insightful piece of content, it can be hard to
reach the right audience, especially in the beginning, where no one knows you or your
brand. You can use social ads to boost your existing content, for example your Facebook
posts or your blog.
Highly targeted ads on social media can help you reach exactly the people who care
about your content. The ability to target potential readers and customers based on
demographic data, behaviors, and very specific interests is the biggest strength of social
media ads.
But social ads are not limited to promoting content; they are also a great way to advertise
products, drive traffic to your website or online shop, or collect contact information for
your email campaigns.
In this guide, you learn what is possible in several leading platforms and learn how to
evaluate which platform is right for your message and your audience. On the next pages
we cover six major social media platforms: Facebook, Instagram, Twitter, Pinterest,
Snapchat, and LinkedIn. Each of these sites has more than 100 million monthly active
users.

• Table of Contents
  Welcome!
  Table of Contents
  Facebook
  About Facebook
  What Facebook ads look like
  What objectives can I meet with my Facebook ads?
  What targeting options does Facebook offer?
  What is the minimum budget to advertise on Facebook?
  How to get started
  Case Studies
  Instagram
  About Instagram
  What ad types does Instagram offer?
  What Instagram ads look like
  What objectives can I meet with my Instagram ad?
  What targeting options does Instagram offer?
  What is the minimum budget to advertise on Instagram?
  How to get started
  Case Studies
  Twitter
  About Twitter
  What ad types does Twitter offer?
  Tweet engagement
  Video views
  Grow your followers
  Website visits
  Website conversions
  App installs and re-engagements
  Lead generation
  What targeting options does Twitter offer?
  What is the minimum budget to advertise on Twitter?
  How to get started
  Case Study
  Pinterest
  About Pinterest
• What ad types does Pinterest offer?
  Awareness campaigns
  Engagement campaigns
  Traffic campaigns
  What targeting options does Pinterest offer?
  What is the minimum budget to advertise on Pinterest?
  How to get started
  Case Studies
  Snapchat
  About Snapchat
  What ad types does Snapchat offer?
  Snapchat Discover
  Sponsored Lenses
  Snap Ads
  Sponsored Geofilters
  How much do Sponsored Geofilters cost?
  How to get started
  LinkedIn
  About LinkedIn
  What ad types does LinkedIn offer?
  Sponsored Content
  Text Ads
  What targeting options does LinkedIn offer?
  What is the minimum budget to advertise on LinkedIn?
  How to get started
  Case Studies
  HSBC
  HP Software