Gartner Research

Make the Most of Social Ad Campaigns

Published: 27 June 2019

ID: G00386878

Analyst(s): Eric Schmitt


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
    • 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

Gartner Recommended Reading

©2022 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.