Gartner Research

Get the Most Out of Your Advertising on Social Networks

Published: 31 August 2017

ID: G00331679

Analyst(s): Martin Kihn


Advertising on social networks is a key component of many branding and direct-response campaigns. Marketing leaders can use this research as a guide to smarter advertising on Facebook, LinkedIn and other major networks.

Table Of Contents


  • Social Networks Play Different Roles
    • Facebook Dominates Social Advertising
    • Social Networks Offer People-Based Reach
    • There Are Also Challenges to #NailingIt
  • Eight Steps to Success in Social Advertising
    • Redefine Your Audience
    • Build Campaigns to Goals
    • Use Special Targeting
    • Include Time and Space
    • Design Ads to Share
    • Base Bids on Expected Value
    • Don't Repurpose Creative — Reimagine It
    • Plan Tests in Advance
  • What to Do Next

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