How To Leverage Paid Social Media With Restrictions

The following excerpt is from The perfect guide to social media marketing by Eric Butow, Jenn Herman, Stephanie Liu, Amanda Robinson and Mike Allton, available now through Entrepreneurship Management. Order from Amazon | Barnes & Noble | Apple Books.

Promoting your Facebook ads is an investment you might want to consider if social media marketing is a big part of your overall marketing strategy.

When you decide to advertise with Facebook, you can either create a new ad or use a status update that you have already shared.

Your advertising fee is similar to Google’s in that you can set a daily budget, but you do not bid per click. Instead, Facebook will start running your ads; the more interest people show, the less will be paid per click. So it is of great benefit to create Facebook advertising posts that are interesting and compelling.

In addition to increasing traffic, you can use Facebook ads to raise brand awareness and simply pay for participation – in other words, likes, comments and shares. The more people involved in your ad and post, the more likely it is that people will be outside your target audience.

Related: 5 Ways to Step Into TikTok


Unlike Google search ads, which are 100 percent text, Facebook ads can be links, images or even videos. You can use a single image or a carousel of images. You can even upload multiple photos and let Facebook test which of them sounds best with your audience.

You can also set up remarketing pixels (snippets of code installed on your website) so that Facebook can track users who have been on your site and allow you to “remarket” them with an ad that is specifically targeted to them.

This is how remarketing works. Once you’ve set up Facebook pixels on your site and run targeted traffic using Google Ads (and of course other avenues), you’re ready to amplify the illusion of frequency.

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