Gartner Research

Make the Most of Social Ad Campaigns

Published: 27 June 2019

ID: G00386878

Analyst(s): Eric Schmitt

Summary

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

Analysis

  • Social Networks Play Different Roles
    • Facebook Dominates Social Advertising
    • Social Networks Offer People-Based Reach
    • Challenges to #NailingIt
  • Eight Steps to Success in Social Advertising
    • Frame Your Audience
    • Build Campaigns to Goals
    • Apply Targeting and Brand Safety
    • 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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