Which social media platform is right for your paid ad campaign?

Marketers often use social media platforms to reach out to new customers. On social media, you can find customers for many different types of businesses.

But with so many social media platforms out there, it can be hard to choose the right one for your business.

You might be wondering about the most-used social media sites. Which social media sites are the best for paid marketing and how can you use them? Which ones are worth your time and money?

Even though you might want to use them all, some social media sites are better for marketing than others. The key here is the core audience you are trying to reach with your paid and organic social media campaigns.

The more people you reach, the more conversions you get, and the more money you make for your business, the better. However, if you keep your target audience too broad, you will realize how easy it is to spend a lot of money with little to no results.


In this article, we will be highlighting the top 5 ways in which you can find the right social media platform for your business without the help of experts.

1. Know your audience.

Targeting everyone will cost you a lot of money. Even when you are primarily interested in branding (and not direct sales), finding your target audience is essential. By narrowing down who you want to reach, you can invest your money much more wisely.

Every product or service has an ideal customer. Advertisers often create very detailed "personas" of their ideal customers and study them to learn more about who they should target and how.

You can make a persona as detailed as you want and have as many as you need.

Create your customer personas by asking these questions:

- What are they interested in?
- What is their age?
- What gender do they identify with?
- Do they have any children?
- What is their marital status?
- Where do they live?
- What is their education level?

For every kind of business, there is at least one optimal persona. You can learn more about finding the right social media platform for your target audience here:

2. What kind of content would you like to post?

Effective ads need a lot of thought and preparation. Your campaign's wording (also called ad copy), pictures, and videos need to be finalized based on the ad formats you are interested in.

If possible, you should implement retargeting into your advertising plan. What this means is that you can create multiple touch points with the same prospect. You can achieve this using a single channel or you can spread your advertising channels and try to reach the same prospect using several different ads. You can use paid promotion, unpaid social media (such as user-generated content, recommendations, and word-of-mouth),and a wide variety of other social media features to spread your message.

Advertisements can be shown to audiences to generate awareness, and the outcomes can be monitored on both a micro and macro scale.

Once the advertisements are up, you may use A/B testing to determine which creative, headline, etc., is doing the best.

Check out this graphic below to understand what types of content people interact with:


3. Social media strategies

Using social media channels to support pay per click (PPC) advertising, paid social media strategies can also leverage other marketing activities.

This involves creating, scheduling, and posting targeted ads using the ad tools native to those social media channels.

Awareness, consideration, and conversion are some of the objectives of paid social media strategies.

An effective paid social media strategy can optimise a marketing budget that might not be sufficient for promoting a large brand through traditional media channels.

When it comes to reaching high ROI goals on a limited budget, look no further. Social media ads can be very cost effective if you invest in audience targeting and your ad creatives.

4. Analyze your competitors' marketing channels

Keeping an eye on the competition will give you a sense of where you stand in the market and how you can better position your company to thrive.

Examine the content they share, the frequency with which they do so, the amount of interaction it generates (Likes, Shares, and Remarks), their level of social media activity, and the networks on which they can be found.

Additionally, you can discover which brands have the most influence in your industry.

You can use them to see which content formats are most popular with their audience, which social media channels get the most shares in your field, whether or not the companies are being mentioned, and much more.

The advertising options offered by social media platforms are unrestricted in terms of scale. Keep exploring!

5. Use Plumfind’s social media comparison calculator

It is not easy to run a small business. As a marketer, you have to wear a lot of hats and determine which social media platform is right for your ad campaign.

To help you in your journey, we at Plumfind designed a Social Media Comparison Calculator.

You can find your ideal social media platform in just 3 easy steps:

  1. Based on your business standing and needs, answer the questions on a scale of 1 to 5.
  2. Compare your alternatives based on their score.
  3. Choose a platform based on the score and suggestions and begin advertising.

But remember, rather than trying to have a presence on every social media site, you should focus on a few that are most widely used by your target audience. Matching the target audience with the optimal set of ad creatives can do wonders.

Still confused? Connect with us at support@plumfind.com and we will help you take your business to the next level.

About the author(s):

Natasha is our Social Media Manager, a law student, and marketing enthusiast. She loves strategizing different methods to get results. A big fan of startups and their psychological aspects. She loves to travel and interact with locals to know the history of those places. She lives in Jaipur, India.