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Social Media Advertising

Generate new leads with a custom social media ad strategy.

Social media is about more than likes: It’s an advertising engine that can grow your business.

Questions about social media ads?

Get in touch for a strategy consultation.

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Make connections and engage customers with social media advertising.

Social media platforms let you go where your target audiences are, reaching them at the right time and place. But simply posting on your social media channels is rarely enough to boost your bottom line. Paid advertising on those platforms, however, is a powerful way to convert those audiences into new, qualified business leads. 

Running ads on social media channels isn’t right for every business, and some channels will be a better fit for your business than others. If you’re new to paid social media advertising, we first focus on who you want to reach and where you’ll most likely connect to them. We’ll also work with you to define your goals, then help you determine which platforms are best for those goals and your budget.

At DAGMAR Marketing, we build your ad campaigns on solid marketing fundamentals. From crafting messages that reflect your brand and inspire engagement, to expertly managing how your social media ad dollars are spent, we’ll help you make the most of your opportunities.

Social media is where your customers are.

Some recent statistics tell the story:

  • More than 360 million new people began using social media in 2018, which translates into a million new people every day.
  • People spend almost 2.5 hours on social networks every day.
  • Nearly 70% of adults in the U.S. use one or more social media sites, with the average U.S. citizen having an impressive seven social media accounts.
  • 88% of 18- to 29-year-old people in the U.S. use social media.

We Know Our Stuff and Others Agree.

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More About Us

This is just some of what we do to create successful social media ad campaigns.

Research &
Strategy

Campaign
Setup

Creative

Optimization

Analysis &
Reporting

Research &
Strategy

Whether you have existing campaigns or we’re creating your first social media ads, we start with research. Who do you want to reach? Where do they spend time online? What are your goals? Answers to these questions and how they sync up your overall digital marketing efforts are the foundation for crafting a strategy that’s customized to your business needs and advertising budget.

Campaign
Setup

Most social media platforms sell ads using an auction format rather than having a set price. That’s why we construct your campaigns carefully, balancing bids that fit your budget while spending what’s necessary to achieve your social media advertising goals. From the time of day that’s best to where your ads are positioned within a platform, every decision we make on your behalf has an effect on your ROI.

Creative

The time and money spent developing a strategic campaign can be wasted if your ads and landing pages don’t grab attention from the right people. We create both using proven best practices, compelling copy and a design that fits seamlessly with your brand’s look and feel. We also focus on designing for a great mobile experience.

Optimization

As with every area of digital marketing, data collection is key to getting the most from your social media advertising investment. We use the data we gather to test ads to gauge what works best, and adjust the allocation of your budget, your bids and your ads and landing pages based on our research. Optimization is ongoing—your online advertising environment changes constantly and your strategies must as well.

Analysis &
Reporting

We provide monthly, in-depth reporting on how your money was spent and whether your goals are being reached. Every major social media platform provides analytics tools that help gauge performance and give us insights into the next best moves we can make to improve your ROI.

Social Media Advertising FAQs

Social Media Advertising FAQs

Is social media advertising effective?

The answer depends on your type of business, but considering the number of people who use social media—and advertisers’ ability to precisely target specific groups of those people— can be effective not only in terms of reaching your audience, but cost-effective as well.

For business owners who don’t have room in their budgets for more expensive advertising channels, social media ads offer the opportunity to play on a level field with competitors of all sizes. Social media advertising can be used for a wide range of purposes, including:

  • Introducing a new product or service
  • Driving people to a web page
  • Promote an event
  • Provide a special offer
  • Get people to view your videos
  • Bring new people into your sales funnel
  • Get people to subscribe to your email list
  • Drive visits by local customers to your brick-and-mortar location

Even though measuring the effectiveness of social media marketing and advertising isn’t always straightforward, more than half of businesses use social ads, including 7 million that are buying ads on Facebook, where U.S. users click on eight ads each month. While other platforms, such as Instagram, Twitter and YouTube, can’t boast numbers anywhere near Facebook’s, they’ve all seen significant increases in ad revenue year over year. It’s clear that business owners see social media advertising as an investment they can’t afford to ignore.

What does a social media marketing or advertising agency do?

The term “social media agency” is often a catch-all phrase for a company that provides one or both of these services:

  • Managing their clients’ social media accounts, including writing and publishing content, responding to customers, and tracking engagement metrics
  • Managing paid social media advertising, including researching target audiences and their behavior, designing the ads, and testing and revising the ads

Regardless of how an agency refers to itself, the goal is basically the same: Increase the number of people who are exposed to your brand and inspire them to engage with you either by making a purchase or visiting your website to learn more about you.

What is Facebook ad management?

Simply stated, Facebook ad management is the task of creating and publishing ads. Anyone can do it using Facebook’s own Ads Manager tools, but to get the most out of your budget, a more strategic and robust approach is needed, particularly if you have multiple locations or an out-of-the-ordinary product or service offering. Facebook ad management services can and should be tailored to your business and the people you want to reach, which requires in-depth research into your competitors’ online presences and your audience’s interests, age, profession and more.

Facebook ad management should also include the creation of compelling content that drives your target audience to a defined destination, which may be a landing page designed specifically to continue the customer journey that the initial ads began. For a comprehensive Facebook ad campaign, look for a digital marketing agency that has analysts, social media experts and a talented creative team that can help you get more from your Facebook advertising dollars.

How do you advertise on Facebook?

The Facebook Ads Manager facilitates advertising via a “guided creation” process (if you’re new to Facebook advertising) or a “quick creation” process (if you’re familiar with Facebook ads). The ad management tool allows you to:

  • Upload your ad creative and write the ad copy
  • Preview how your ad will look on various devices
  • Set and later edit your audience, budget, creative and more
  • Pause, duplicate or relaunch your ad campaigns
  • View the results of your Facebook ads to see if they are meeting your goals and are reaching your intended audience

What does it cost to advertise on Facebook?

As stated on Facebook’s Ads Help Center, you decide what you want to spend on advertising, then Facebook will “try to get you as any results as possible for that amount. If you want to spend $5 a week, you can. If you want to spend $50,000 a week, you can do that, too.” That may not be helpful when you’re first starting to advertise on Facebook, but keep in mind that you can edit your budget parameters at any time and you’ll be able to track your ads’ performance and adjust them accordingly.

How does advertising work on Twitter?

Twitter currently offers two ways to attract attention to your business: Promote Mode and Twitter Ads. The most important difference between the two is that Promote Mode is basically a hands-off, automated way to highlight your business for a flat fee each month while Twitter Ads require hands-on, individual management of your ads.

In general, some of the tasks involved in advertising on Twitter include:

  • Determining your budget and setting a launch date
  • Selecting how you will tailor your audience according to variables such as location, device, interests, keywords and more
  • Choosing your campaign goals, such as website clicks or conversions
  • Choosing the format of your ad, such as a plain text Tweet, promoted video, single-image Tweet or GIF

Twitter also offers guidance on best practices for creating your paid Tweet ads and ways to extend the reach of your campaigns with its Twitter Audience Platform.

How much does it cost to advertise on Twitter?

As with many types of social media advertising, you decide how much you want to spend on a Twitter ad and set your budget during the campaign setup process. You’ll have at least two choices while doing this: total budget and daily maximum. You don’t have to set a total budget, but defining that number ensures you won’t spend anything above it. The daily maximum is how much you want to spend per day. When the maximum you set has been reached for the day, your ads will automatically stop for that day. You can also choose the pace of how your daily budget is spent, either spread out evenly throughout the day or spent as quickly as possible. Twitter offers more details on its auction format that determines how much you will pay for ads.

How do I promote my products on Pinterest?

As Twitter does, Pinterest gives you options. You can either quickly promote a single Pin in just a few steps (choose your targeting, set how long your ad will run, set your budget, and publish your ad) or have more control over your ads and budget with Pinterest Ads Manager.

The Ads Manager process includes:

  • Choosing the goal of your campaign—what action you want people to take when they see your ad
  • Choosing your targeting options, such as keywords, interests and demographics
  • Setting your launch date and budget
  • Choosing the Pin you want to promote and set tracking parameters

Before you launch your ad, you’ll have the chance to review and edit it. Be sure to check Pinterest’s advertising guidelines to learn about the types of content that are allowed.

How much do ads cost on Pinterest?

You determine the cost of advertising on Pinterest by setting a bid that defines the maximum amount you are willing to pay for impressions or clicks on your promoted Pins. Pinterest has bid “floors” or minimum amounts for each of its bidding models (cost per click, cost per impression, promoted video, etc.) but you define the “ceiling.” The Pinterest Help Center explains the bidding process in more detail.

Is LinkedIn advertising effective?

If you have a business that sells a product or service to other businesses, LinkedIn may be one of the more important social media advertising platforms for you. According to LinkedIn’s own research, four out of five LinkedIn members drive business decisions and the audience has more than twice the buying power of the average web audience.

How do I advertise on LinkedIn?

If you don’t already have a free LinkedIn page, you’ll need to create one. If you do have a page, keep in mind that LinkedIn notes in its guide to creating your first campaign that “the LinkedIn relevance score rewards marketers who regularly post content that earns lots of clicks, likes, comments and shares.”

Additional steps to creating a LinkedIn ad include:

  • Determining your goal, or the action you want someone to take when they see your ad
  • Choosing your format, which may be sponsored content, a display ad, pay-per-click text ads, or sponsored InMail messages
  • Setting up your LinkedIn Campaign Manager account
  • Defining your maximum budget and choosing either the cost-per-click or cost-per-1,000-impressions pricing model (or the cost-per-send for sponsored InMail messages)

LinkedIn ads also include the ability to track conversions from people who clicked on your ad as well as those who saw it.

What are the different types of YouTube ads?

YouTube offers both video and non-video ad formats, which include:

    • TrueView ads: These ads are one of the easiest and most affordable ways to start advertising on YouTube. These ads are seen at the beginning of videos and give viewers the immediate option to skip them. You only have to pay for a TrueView ad when the viewer takes an action, such as a click, or the video plays through to the end or for 30 seconds or longer.
    • Non-skippable ads: These ads, as the name implies, does not give the viewer the option to skip them. They either play before the YouTube video begins to play, or in the middle of videos that are 10 minutes or longer. With this format, it’s especially important to carefully target your desired audience.
    • Bumper ads: Another type of non-skippable ad, bumper ads are different in that they last no longer than six seconds, and appear at the end of videos.
    • Overlay ads: These non-video ads are banner ads that usually run along the bottom of a video while it plays.
    • Display ads: These are also non-video ads. They are seen above the list of recommended videos.

Cards and sponsored cards: These small pop-up ads are much less intrusive than other types of ads, appearing in the corner of videos. They can be expanded when they’re clicked.

Does YouTube advertising work?

YouTube, which has evolved into a video search engine, is second only to Google in terms of the numbers of regular users. While YouTube may not strictly follow the most formal definitions of “social media,” it does foster connections among a network of tens of millions of users. If your company is able to produce high-quality videos that reflect your brand and offer something of value to viewers, it’s smart to create a YouTube channel just as you would a Facebook business page or Twitter business account.

In addition to YouTube advertising, you may want to consider developing a solid overall YouTube marketing strategy for getting exposure for your content. Start by doing some research into what your competitors are doing with YouTube and find your own niche in which you can differentiate your brand. You should also do keyword research (as you would with any other type of social media marketing or advertising). Targeting the right keywords can also give your video a better chance of appearing at the top of Google search results, particularly those that offer tutorials or “how-to” information, or reviews of a product or service.

More tips for success: Use SEO best practices when it comes to writing your description and title, use all of your other social media accounts to share your video, embed your videos in your blog posts, and use your email list to promote your videos.

How can I place an ad on Instagram?

First, you’ll need to decide which type of Instagram ad you want to run. Your choices include:

  • Photo ads
  • Video ads (up to one minute in length)
  • Stories ads, which are tailored to mobile and use the entire screen
  • Carousel ads, which allow viewers to swipe to see more photos or videos within the ad
  • Collections ads, which combine videos with product catalogs that allow purchases from the app

Each type of Instagram ad has its own creation process. Note that once you choose a format and start the process, you’ll be taken into Facebook Ads Manager since Facebook owns Instagram.

How much does Instagram advertising cost?

As with Facebook advertising, Instagram ad prices are determined by an auction process. You set the amount you’re willing to spend, and you’ll need to choose the type of Instagram ad format you want to run to view your pricing options. You’ll have other choices to make that will affect your costs, such as whether your ads will appear within an Instagram user’s feed or in their stories.

Instagram also provides three ways to pay for, run and track your ads:

  • Within the app, where you simply select a post to promote
  • Via Ads Manager, which offers the same tools as Facebook
  • Through an Instagram Partner, which are third-party service providers who have been vetted by Instagram
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Questions to ask a social media marketing company.

Questions to ask a social media marketing company.

What social media networks should I advertise on?

Unless the company has done preliminary research into your business and audience before you first meet with them, beware of those that make specific recommendations (or worse, tell you to be on all of the networks). The only way to smartly invest your money is to have an understanding of who you’re trying to reach, what your goals are for your social media investment, and how much you can allocate for social media ads. No two social media platforms are the same, and each attracts very different kinds of audiences. Selecting the platforms that are right for you is never the first step.

How will we measure success?

There’s no way to measure success without having first defined the goals to measure. Do you want to increase brand awareness or drive traffic to a landing page on your site? Are you looking to have people sign up for your newsletter so can gather leads? Talk with prospective agencies about their processes for working with you to set realistic goals for your social media advertising and how those objectives align with your overall business strategy. Ask about the metrics the agency will track, such as cost per click or cost per impression. You shouldn’t expect to solve goal definition and which metrics are most relevant in your first meeting with an agency, but you should expect the agency to have a comprehensive approach to measuring success.

How often will you provide performance reports?

Transparency can be the deciding factor when you’re selecting a social media marketing company, and thorough, frequent reporting is key. Ask agencies not only how often they will provide a report on your campaigns, but also what exactly will be reported on. You should know where every dollar went, which campaigns performed well and which ones didn’t, and why. You should know where ad traffic came from (which ad, which device, etc.) And you should also expect an agency to use the analyses that produced the report to make regular adjustments to your campaigns’ bids, structure and creative as needed. Transparency is another word for accountability, and you shouldn’t trust an agency with your money without it.

How do you structure your pricing?

Different agencies have different ways of charging clients for social media ad services, and things can get even more confusing when each social platform has its own ad spend structures. While you may not be able to get to an apples-to-apples comparison as you discuss price with prospective agencies, the types of pricing you’re likely to encounter are flat fees, retainers, percentages of ad spend, and hourly rates. In any case, agencies should be able to provide every detail of how you will be charged for their time, what costs will or won’t be marked up, and whether monthly costs can vary (and how). Also ask whether an agency’s fees includes costs for revisions to ads and/or landing pages, how much they charge for one-time setup fees, and time for calls and meetings.

Do I have to sign a contract?

Long-term contracts are often more advantageous to agencies than they are to clients. You may want to look for an agency that contracts with you on a month-to-month basis, which can help ensure you’re getting an agency’s best work and that they don’t let your account simmer on a back burner to other larger accounts. No matter the length of the commitment, make sure contracts spell out the scope of work you’ll receive each month in detail, as well as list every type of fee or out-of-pocket cost that you may be responsible for.

Will you provide client references?

You have a wide range of choices in agencies, consultants and individual contractors when it comes to digital marketing. That can be a good thing, of course, but it also makes it more difficult to determine who can really do what they say they can. Ask for references and don’t forego actually checking them—it’s one of the most important ways to narrow your list. If an agency or other type of service provider hesitates to give you references, move on.

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(904) 270-9778
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© DAGMAR Marketing 2023
25 N. Market Street Suite 500 Jacksonville, Florida 32202
  • Services
    • Search Engine Optimization
    • Pay Per Click Management
    • Local SEO
    • Content Development & Marketing
    • Inbound Marketing
    • Website Design
    • Social Media Advertising
  • Industries
    • Plastic Surgeons
    • Law Firms
    • Pest Control
    • HVAC
    • Dental Practices
    • Healthcare
    • All Industries
  • About
    • Meet The Team
  • Our Results
  • Blog
  • Guides
    • Law Firm SEO Guide
    • Plastic Surgery SEO Guide
    • Med Spa SEO Guide
  • Contact