Social Ads Explained by Certified Strategist Catherine Romero

Oct 27

Several weeks ago, we explained that as a brand and website design studio, our services fit within the ‘product’ and ‘place’ categories of the five synergistic ‘P’s of Marketing’ as vitally important pieces, but still a relatively small percentage of the grand scheme.

And, with that in mind, one of the biggest mistakes we see business owners make is only investing in brand and website design, only to launch their business having taken little to no action with ‘Promotion’ items. Of course, though their product or service may look beautiful online, if no one knows about it, they don’t make nearly as many sales as they expected, and then they become frustrated with the return on their investment.

Today, Catherine Romero of Designs by CSR is here to help you avoid that trap via one valuable strategy for promotion—social ads.

Catherine has a diverse background in many facets of digital marketing, such as blogging, social media management, and website design, but her super power is monetizing online platforms through strategic ad placement. Her journey through online advertising began in 2015, and she’s since become a Meta Certified Ad Strategist. She’s an expert at crafting effective Meta advertising campaigns that drive tangible results and maximize ROI for businesses on the ever-changing digital landscape.

So, what are ‘Meta advertising campaigns’?

Meta ads are paid content pieces that businesses display on Meta’s platforms, which include Facebook, Instagram, Messenger, WhatsApp, and Audience Network (the Audience Network includes external mobile apps and websites that allow advertisers to expand their reach beyond platforms owned by Meta). Such social ads can take various form, such as images, videos, carousels, and stories.

And what kinds of businesses should be investing in this kind of social ad?

Social ads can be effective for a variety of business types, from small startups to large enterprises, so long at the ad aligns with the business’ particular goals and target audience. The key to success is crafting well-targeted, engaging campaigns that resonate with the specific needs and interests of their viewers.

More specifically—

E-commerce stores: Online retailers can use social ads to showcase their products, run promotions, and drive sales. Platforms like Facebook and Instagram offer robust shopping features that make it easy for users to browse and purchase products directly from ads.
Local businesses: Brick-and-mortar businesses (restaurants, cafes, boutiques) and service providers (plumbers, salons, dentists) can use geotargeting ad features to reach potential customers in their vicinity. Promoting daily specials, events, or limit-time offers through social ads can help drive foot traffic.
Startups and small businesses: Social ads offer cost-effective advertising options, making them accessible to those with limited budgets and can help increase brand awareness, generate leads, and compete with larger competitors.
Online content creators: Bloggers, YouTubers, podcasters, and influencers can use social ads to promote their content, attract new followers and subscribers, and monetize their platforms.
B2B companies: While social media is often associated with B2C marketing, B2B companies can also benefit. LinkedIn, in particular, is a powerful platform for reaching professionals and decision-makers within a business context. Social ads can be used to promote webinars, whitepapers, and other valuable resources.
Event organizers: Whether it's a music festival, conference, trade show, or other local event, social ads can help event organizers reach a wider audience, sell tickets, and generate buzz. Event-specific targeting can ensure ads reach people whose digital history demonstrates interest in attending similar events.
App developers: Mobile app developers can use social ads to acquire new users for their apps. Platforms like Facebook and Instagram offer app install options that allow users to download apps directly from an ad.
Nonprofits and charities: Organizations with social missions can use social ads to raise awareness, solicit donations, and promote fundraising campaigns. Social platforms also often provide ad credits to nonprofits.
Online courses and E-learning hubs: Educational platforms and online course creators can use social ads to attract people interested in their courses, workshops, or other educational content.
Real estate professionals: Real estate agents and agencies can use social ads to showcase property listings, conduct virtual tours, and target potential buyers or renters based on their preferences and location.

If your business falls into one of those categories, and you’re looking for help devising effective promotional tactics, make sure to come back next week! Catherine will have the answers to burning social ad questions like—

How would I get started? What kind of budget is necessary at the beginning?
Are Facebook ads the same as ‘boosting’ on Instagram?
What are best practices for creating engaging and highly converting ads?
What kind of return is reasonable to expect from a successful ad campaign? What would you consider unsuccessful?