Why You Should Be Clear on Your Paid Social Objectives

Whether you are a new start-up or an established brand, you will be aware that using social media for marketing purposes is a key priority. However, it is not just a case of blindly paying for adverts on Facebook with your business logo on. You need to guarantee that your ads are going to be seen by consumers, and that they are going to respond to them in the way you want them to. Ahead of #LEARNbyVERB Paid Social on Tuesday 24th of July, we discuss how to define your paid social objectives:

First Steps

The first thing to do is to establish what your priorities are in terms of your paid social media marketing, and then rank these in order of importance. You will only be able to achieve one consumer response for each campaign, so that you know whether your ads are effective or not, so you need to decide which to focus on first. These consumer responses will include:

  • Improving awareness of the brand
  • Obtaining further audience reach
  • Increasing traffic to a website or social media account
  • App downloads
  • Generation of leads
  • Converting consumer response into sales.

Identifying Your Objectives

If you place ads without knowing what they are for, you are almost certainly going to waste your money. If, for example, you want to gain downloads of your app, you need to focus your ads on a specific target audience with a very clear call to action (CTA)so that you’re not just randomly showing your branding to people or sending traffic to an unrelated website. Some examples could be ‘Download Here’ ‘Book now’ or ‘Buy the sale’.

paid social objectives

Who is your audience?

Once you have established your key objectives, you will need to fine tune them so that you have a specific target audience identified. This could be based on demographics, interests, location or behaviour.

In doing this, you will be able to target your advertising more effectively. For example, you can set filters based on these criteria when developing Facebook and Instagram ads. By doing so through Facebook Ads Manager will allow you to narrow your target much deeper than with a simple Company Facebook page.

Facebook targeting

Key Performance Indicators

As a final stage in the planning process, you will also need to identify what the KPIs (key performance indicators) are for you to measure the success of the campaign. This will allow you to review the campaign’s performance as it is running as well as at the end of the campaign.

Do you want to achieve £1,000 in sales? Reach 5,000 people who have never seen your branding before? Gain 10,000 new email newsletter sign-ups?

Establish what you want before you start setting up your paid ads, and have an ongoing review set up so that you can pursue successful ads and turn unsuccessful ones off.


It is a good idea carry out some small-scale testing before you commit to a large-scale advertising campaign. This is beneficial for testing your objectives and target audience, as well as your KPIs.

Testing could include using different headlines or hashtags, or Facebook live videos for instant reaction. There is a huge amount of data collected in your analytics that can help you see if the metrics show that your testing was successful. If the results are lower than predicted, carry out more testing to find the right solution, even if this does delay the process.

From finding the right format and platform for your advert to pinpointing your target audience, there are lots of variables that can mean success or failure for your advertising campaigns. Being clear on your paid social objectives is a key part of this.

Below is an example of the use of different images or video for the same add, with slightly different copy. Both Facebook and Instagram will automatically show the best performing option.

classpass ad

We are hosting #LEARNbyVERB Paid Social on Tuesday 24th of July at Shoreditch House. Sign up if you would like to learn more.