Paid social advertising is important because it allows businesses to reach their target audience on social media platforms through highly targeted and native ads. With the ability to specify audience demographics, interests, behaviors, and more, businesses can effectively advertise to their ideal customers and generate leads or sales.

The social media platforms you should advertise on depend on your target audience and business goals. Facebook & Instagram is still in by far the most popular PSA platform due to the large audience that uses it. Ios14.5 has certainly levelled the playing field for performance across paid social platforms, and we are seeing more brands starting to diversify ad spend and focus on an omni-channel approach. LinkedIn is better for B2B targeting, while TikTok is popular among younger audiences.

To target the right audience for your paid social ads, you should first identify your ideal customer and understand their demographics, interests, behaviors, and pain points. You can then use the targeting options provided by the social media platforms to tailor your ads to reach this specific audience. Targeting options may include age, gender, location, interests, behaviors, and more. It's important to continually refine your targeting based on ad performance and data analysis. Post ios14 we are finding broader audiences performing best, and utilsiing your creative to self-segment and target the right audience.

The success of a paid social campaign can be measured by several key performance indicators (KPIs) such as thumb-stop rate to measure creative performance, click-through rate (CTR), cost per click (CPC), cost per acquisition (CPA), and return on ad spend (ROAS). Due to ad platforms tracking becoming less reliable, we have started to zoom out and focus on actual business targets to ensure the sustained success of our brands.