The Advantages of Paid Social Advertising as it ties into the Generation of Customers on Demand.

We operate in an instant gratification society these days. Attention spans are at an all time low, and social media feeds are constantly filled with more and more content.

Getting your product seen, let alone seen by the right audience, can feel impossible. Organic media can become lost in the crowded feeds of arbitrary users and can produce limited usable data for brand improvement.

However, there is a solution. The answer is paid advertising, or as we like to call it, on demand advertising (ODA). Through ODA, one can increase campaign visibility and brand recognition by simply programming the desired results into whatever platform you choose.

ODA is a tool that produces real time insights based on the budget boundaries you set in place. “Paid traffic converts 50% better than free organic traffic (PowerTraffick).” When creating ODA, there are some key elements to include that could be the difference between having an ad that goes nowhere or having an ad that reaches your entire desired audience. These elements are as follows:

Message Targeting:

The first element is known as Message Targeting. Rather than blasting your message out there for the world to hopefully see, you can maximize impressions and refine targeted audience members.

With Message Targeting, it’s easy to focus an audience by demographics, geography, interests, job titles, and even personal hobbies. This means no more wasted resources promoting to feeds that don’t care to see your content.

Refine your ad strategy on demand and reach people with genuine interest in your product/services. “73.4% of users follow a brand because they’re interested in its product or service (Sprout Social).” Facebook does a great job tracking which users have engaged or have visited your site previously then alters to target their feeds in the future. As a result, when marketers want to increase brand recognition, they can focus on a responsive audience.

There’s a popular saying, “Don’t hate the player, hate the game.” In the case of Google, they’re the game and they’re the key players too. Not only is Google a key platform you should optimize your website to adhere to, but it also provides users with individualized marketing tools.

One of the most valuable things you will gain from paid ads is the ability to refine your target audience and focus your budget on the right consumers by gathering insights on ad performance.

Call to Action

The second element is referred to as a “Call to Action”. This refers to a prompt on an ad that encourages the consumer to take action and move a step closer towards making the purchase. Examples of this include, “Click Here to Start Now!” or “Sign Up Now!”

Ad content should always contain a Call to Action with a promotional deal or link to the website for more information. Don’t just raise awareness of a product, being proactive means encouraging action!

Location Targeting

The third element is called Location Targeting. Within ODA, it’s essential to place ads where audiences are looking. Paid ads provide access to mobile and desktop specific ad location customization. For example you can place an ad on the top banner of a site, down the side under recommendations or you can embed the ad in a “sponsored content,” style post. Websites such as Facebook allow marketers to program ads to be shown to other Facebook users who not only have a likely interest in your product, but also are within a certain location, as broad as a country, or as specific as within a mile.


Some websites will allow companies temporary page takeovers. This means your material will be promoted across all or multiple ad spaces on a main home page. Your branding colours could also be integrated into the webpage allowing their content to seamlessly blend with yours. Takeovers can be hugely influential for business growth, particularly with sites that already have a significant amount of clout.

It’s just as important to strategically plant content as it is to be knowledgeable about what’s going into the makeup of that content. Knowing how to maximize return while working on a budget is a vital skill as a marketer. In fact, Pew Research states that “80% of time spent on social media is spent on a mobile device.”

Crafting content to seamlessly integrate into users' feeds and understanding the methods in which you can pay to have that done more efficiently are also key concepts to understand. Below you can see a brief overview of these concepts and why they are important to your campaigns success.


The return on investment (ROI) is vital to molding future ad direction and tracking the success of a campaign. ODA provides campaign credibility and shows real, data backed results.

Similar to customers, clients want to see real, tangible results from the money they spend on advertising.

Paid analytical tools provide users with detailed charts containing data gathered from the campaign. This allows for budgets to be easily translated into the number of views, clicks or interactions generated by that ad in a specific timeframe. With this data, it’s much easier to determine next steps based on the successes and failures of the previous campaign.

In order to keep up with an over saturated and rapidly growing market, it’s critical to become part of the trending social conversations. However, “Only 37% of people dedicated time to producing social media story content in the past year (CMI & MarketingProfs).”

ODA on a Budget:

Contrary to popular belief, paid advertising can actually be the most cost effective promotional option. Most social media platforms have paid ad systems in place to facilitate personalized business goals and cater to individual budget restraints. An example of a cost effective ODA campaign would be a PPC spending model because you only pay for the website visits you receive from users clicking on that ad.

PPC (Pay-Per-Click):

Spending the time and resources to create earned media and then waiting for it to generate actual traction can become a costly and lengthy process. Paid ads guarantee a space on users' busy feeds through a cost effective Pay-Per-Click Payment model. A key aspect of PPC is determining the CPC (Cost-per-click). This is the price advertisers pay for each click they recieve on an ad. The amount is a predetermined fixed price that can be capped at a certain amount to accommodate budgeting.

Feed Integration:

Paid ads give you what you want, when you want it, simple as that. If you only want to spend $200, you can program the ads timeline to finish running once it's reached that price cap.

When leveraging social media as a means of paid advertising remember to dress ads as content. This is because, “71% of buyers/readers say they were turned off by content that seems like a sales pitch (Economist Group’s, Missing the Mark).”

To truly integrate products/businesses in a feed, posts need to have something to offer, aesthetically or verbally. People don’t want to be blasted with commercial endorsement when they scroll through their feeds, they want entertainment.

For a more in depth approach to managing and monitoring social media marketing there’s sites like hootsuite, buzzsumo and keyhole that include free and paid options for users.

No matter how big or small your business, social media should always be an integral part of any marketing strategy. Most social media platforms offer paid advertising options, are user friendly, extremely powerful, and if done correctly, can be instrumental to your businesses growth. If your content is kept fresh, relevant and strategic in timing and location, you too can generate customers on demand.