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Paid ads. Part 1. How they work and why they are important in the digital age.

Updated: Aug 6, 2021

In this article we would like to introduce you to Facebook, YouTube and LinkedIn paid ads. Part 2 will include information about Google Ads, Instagram Ads, and TikTok Ads. We will tell you how these ads work and what kind of advertising is better to use in your business.


People always repeat that “there is no such thing as a free lunch” and you always must pay. Social media is growing and can be unpredictable, so it’s important to stay up to date. Paid advertising is an integral part of every business now, and it will become even more popular. It doesn’t matter if you have 50 or 500 followers, paid ads help to find the target audience and invite them to follow. This option makes the lives of millions of people and brands easier.


Earlier, in 2014, when bloggers and companies were discovering the opportunities that social media offered them, almost nobody knew about paid advertising. Companies and bloggers had giveaways with such requirements as follow these 10 people, put likes on their last 3 pictures, and write “ready” in comments. Big brands were sending clothes, cosmetics, and other products for free to leaders of opinion and were tagged on pictures instead. This was a good time, but influencers and companies moved further. Influences started making price-lists for ads on social media or getting % from sales of the product.


Everything has changes when people understood that they can pay a small amount of money and get followers. They started learning more about algorithms of paid ads, how it works and when is the best time to use it. This sphere has been prospering and now we just need to press some buttons, pay 10-15$ for the testing period, and the system will show the ad to necessary people – your target audience. After this, it will analyze who was interested in your product, so you can set up the budget.


“Social media is not just an activity; it is an investment of valuable time and resources” — Sean Gardner

1. Facebook Ads.


Facebook is one of the most visited websites in the world. In June 2017, the number of registered users of this social network exceeded 2 billion people. Now, there are two billion people active on Facebook each month, the traffic is huge. That means that you have an opportunity to reach current customers, new customers and people, who are interested in your business. All this suggests that Facebook became a global network for communication for all people of the world.


At the same time, it is a huge platform for promoting any business. By running ads on Facebook, you provide a big audience coverage. Because users on social networks behave more actively than on other sites, you will receive clicks and feedback much more often.

You can use Facebook to create advertising campaigns aimed at people with certain interests. This way, you only get relevant impressions and transitions to the site.


Ads can be placed at various points on the site: in the news feed, in the right column of the interface, in instant articles, in advertising messages, and on the main page of the Messenger application. These features, combined with flexible targeting in Ads Manager, open up a wide scope for the advertiser to work with their campaigns.

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2. YouTube Ads.


YouTube Ads is a type of advertising that is created and controlled through Google Ads. You advertise video content both on YouTube and in search results, and you can choose different performance strategies. Not all businesses need YouTube ads but advertising on YouTube can be used to achieve many goals.


Increase brand awareness. If you can't exactly formulate a goal, but you want to advertise on YouTube, choose this strategy. Your target people are customers, who are interested in products similar to yours. This way you can already start with the existing touchpoints.


Influence on the purchase decision. When you demonstrate the specific advantages of your product, and even better – include evidence to support your words, advertising is better converted.


Sales growth. Using ads on YouTube, you can target an already well-established audience in Facebook Ads or try a new tactic and choose completely different people. You increase your reach and pursue the goal of quantifying sales.


Increase brand loyalty. Ask your customers to leave reviews about your product and use these videos in YouTube ads. This way you will show your potential audience that you offer the best products available in your niche.


Advertising on YouTube allows you to reach out to potential customers and encourage them to take useful actions for you when they search for or watch videos on this video platform. You only pay if they are interested in your ad and click on it, so it’s a win-win scheme.

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3. LinkedIn Ads.


LinkedIn Ads is a paid advertising that is designed to increase the number of visits or make a profile more recognizable. Depending on the intention, we can attract more candidates to the company or expand its network for professional growth.


It doesn't matter what your profile is because advertising on LinkedIn is aimed at professionals who want to expand their networks of contacts. To achieve favorable results and goals, LinkedIn introduces us to a limited audience where the characteristics coincide, for example, region, country, language, or skills.


LinkedIn is a social network that offers us endless advantages for development. This advertising method allows you to get various advantages, not only to expand the network or gain recognition but also to find the right audience. Thanks to this, we can segment or divide people who can view ads according to the established criteria.


This allows you to get a suitable contact list for what we are looking for. Since this is a social network with a large number of professional profiles, the opportunity to hire someone increases because we receive our offers. If we offer services or products, this is the best network that will make them recognizable.


Instagram Facebook, Twitter, Instagram, and LinkedIn are the most recommended sites for brand awareness, according to social media marketing. Products and services can be segmented with strategic plans to achieve all goals, increasing opportunities depending on a specific population group or region. This is also a great opportunity that LinkedIn gives us to create ads, with different costs depending on the market, the size of the ad, and other characteristics.

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As you have already understood, paid advertising on social networks is a powerful tool that, if used correctly, can bring enormous benefits to your business. Wait for the second part and find out which method of paid promotion will help you!




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