The best time to get involved in paid social advertising is now. The climate is only getting better and is expected to see 10.5% growth annually.

Using paid social advertising over native social platforms like Facebook or Instagram, will benefit your business by increasing content engagement and brand awareness.

Five Common Paid Social Ad Pitfall

It takes more than just paying for an ad campaign to be successful, you need to be strategic in your approach.

Highlighted are just a few of the pitfalls that marketers encounter frequently.

Pitfall #1: Lack of progress evaluation

Imagine going to the doctor for regular checkups but never giving information or running any tests.

Suddenly you find out you are seriously ill and it was preventable, had you only monitored the signs earlier.

Campaigns run the same way. If you don’t collect feedback and adapt regularly, then you may find the end results contain very avoidable mistakes.

Test campaigns are hugely important, in fact 5-10% of your overall budget should be allotted to testing and scaling.

It’s important to note that campaign re evaluation and testing is not a one time thing. It is an ongoing process that should receive regular attention.

A highly effective method last year may not reach your audience as efficiently this year. As social platforms change, and more importantly, as your own audience grows and changes, you should too.

Frequently changing areas to be aware of are:

  • Audiences
  • Location of the Ad
  • Purchasing Model

Once you collect and analyse campaign data you can then determine your re-investment strategy.

This can actually mean saving money by only targeting effective audiences and locations.

Pitfall #2: Taking on the world alone

Remember, your team is there to support you and it’s important to utilize them and their unique abilities.

Delegating work responsibilities is not something to shy away from.

All too often, one person tries to take on the whole project alone and it’s ultimately the campaign that suffers in the end.

If one person is running everything alone then there is little room to scale that project into a self sufficient, growing business.

Familiarize yourself with platforms that encourage automation. Tasks don’t always need to be delegated to another person, they can be programmed into a scheduling platform.

However it’s important not to view these platforms as sufficient in themselves. They simply free up time for you to monitor and re invest your time into the campaign as a whole.

Pitfall #3: Lack of medium diversity

It can become tempting to lean heavily on a single digital platform like Facebook.

You familiarize with the operating system, you have a distinguished audience of followers and with 2 billion users, you feel as though you couldn’t possibly be missing out on anyone.

It’s important not to get comfortable in one medium because there are whole other audiences you could be reaching that live on other platforms.

Even within your initial medium of choice, there are communities you won’t reach without paid ads.

When marketing organically on Facebook only around 8% of your posts reach your intended audience.


The platform allows for a more targeted approach at reaching unique audiences by providing three specialized promotional options to choose from.

Users on this medium are six times more likely to engage with posts which translates to 64% of business website traffic being directed from LinkedIn engagement and clicks.


Instagram has become a staple to many businesses and has shaken the way people market to one another.

This platform is the birthplace of the term influencer marketing or micro influencers. This is the idea that one doesn’t have to be famous to partner with brands and promote products, it can be any average person.

This form of integrated content marketing has penerated this platform so heavily that few individual users have not used their own profile to promote a product or service at one point or another.

This platform is ideal for advertorial style B2C promotions that utilize micro influencers to reach a smaller audience but receive higher engagement.

Pitfall #4: No Variety of Ads

To use a social media tool to its full potential, you need to design content specifically catered to that medium.

For example, Facebook encourages a lengthier, more engaging post whereas Instagrams copy should be brief and include hashtags.

Twitter is less dependent on images and performs well with simple, copy-only posts and minimal hashtagging.

Advertisement variety gives your post the best chance of succeeding and capturing the attention of the audience members who live within that unique platform.

Crafting a message for the platform is equally as important as crafting a message to the audience members.

Pitfall #5: Lack of a distinguished mission

Focus on achieving qualitative results rather than compiling quantitative data. Always craft the message to be strategic in achieving your desired objectives.

Flooding a page with content will not give you the results you need because your posts will get lost.

To reach the intended audience and to measure the success of a campaign, objectives must be outlined at the start.

An objective is a focal point where a message can be targeted to specific users of interest, within a specific timeframe.

Timing is everything when it comes to re-evaluating, otherwise there wouldn’t be a known record of performance to compare one tactic to the next.

When establishing key objectives ask yourself these questions:

  • What is my audience interested in hearing about?
  • What specific goals I hope to achieve at the end of the campaign?
  • What unique audiences am I trying to reach across each SM platform?

The last question to always ask yourself when developing and when evaluating a campaign is, are my objectives S.M.A.R.T. (Strategic, Measurable, Achievable, Realistic and Timely).