How to promote your content on social media with effective paid campaigns

Have you found the right blog idea and written an article? Great start! Sad news though, you haven’t done the hard work yet. Now it’s time for social media campaigns. Brace up!

Whether you are familiar with the sorcery of how paid social media campaigns work or not, you don’t have to worry. In this article, we’ll cover all you need to know about today’s most important social media channels, namely Facebook, Twitter, LinkedIn, and we‘ll add a bit more about the rising power of Instagram, too.


Paid social media campaigns on the no. 1 social network have evolved a lot during a couple of years. Nowadays, there are many options how to start, based on your campaign objective. As we are talking about promoting your article as part of a blog section on your website, we’ll be interested in the option “Send people to your website” (see the screenshot below).

Of course, you can go for “Boost your post” or “Increase conversions on your website” if there’s a form in the article. In case you would like to collect some leads even before people read your article, you can choose “Collect leads for your business”, but one of the shortcomings of this option is that the readers won’t land on your website, so it can be a bit counterproductive (be aware this campaign has to be done in Power Editor, which is not running in all browsers).

social media campaigns

Screenshot 1: Facebook campaign objective


Choose the audience according to your business needs. Besides basic stuff like geography, age, or gender, you will need to play with a detailed targeting. It includes everything people add to their profiles (likes, shares, group membership, etc.).

Think carefully and narrow your targeting by interests, behaviours, job titles, education – your choice of demographics is varied.

Be precise, choosing the interests only can make your potential audience bigger (hooray!), on the other hand, it can cause showing your ads to irrelevant people and your bounce rate can easily jump to 90% or even more.

Tip: You have a blog on a financial topic and the article you want to promote is for high-level executives from the banking industry. So you won‘t target all bankers regardless their job titles or CxOs throughout the finance industry.

facebook social media campaigns

Screenshot 2: Facebook targeting

If you aren’t sure enough about your targeting, always test and optimise your campaign. It actually applies to paid campaigns on all platforms. You can use your own audience as well, by uploading your database to Facebook as CSV or TXT file. On top of that, Facebook will create a similar audience to them if you want and then you will have the option to launch “Lookalike” campaign.

Facebook custom audiences

Screenshot 3: Facebook Custom Audiences


There are plenty of options for you; mobile or desktop newsfeed, desktop right panel, audience network, and last but not least, there’s Instagram. That’s why we’ve mentioned it at the beginning of this article. You can easily connect your Facebook fan page with your Instagram profile and your ads will automatically show there as well.

Tip: As video-streaming rules the world and Instagram is a social network based on image/video sharing, you might like to create a unique ad (video is recommended).


You can select between daily and lifetime budget. Depending on your start and end date, there are minimum budgets to be kept. Don’t forget to click on “Show advanced options“ to optimise your ads, bidding and schedule.

Ad creative

Even though there are many fields and options to work with, they are very useful to deliver the message and differentiate from competitors. Choose your banner(s), videos, use a nice write-up, call-to-action elements, and you’re good to go.

Don’t forget that Facebook recently changed how the newsfeed appears as they were losing their image of social platform which should primarily allow for sharing personal life moments with family and friends.

Besides having a great content you also need to write very appealing and SEO friendly ad so that it don’t get lost in the newsfeed. It could happen, even if it’s paid. Yes, that’s right; Facebook Ads are getting closer to Google Adwords when talking about the quality score and relevance of the ads.

You know what is good about advertising on social media? Once you set your targeting options, copy for ads, banners, and CTAs, you can easily almost copy/paste them from Facebook to Linkedin or Twitter and vice versa. Certainly, some adjustments will need to be made but overall you are almost there.


In general, you have two options for advertising. You can launch a “Sponsored content campaign” or “Text ads campaign”. We strongly recommend the first option. Even Linkedin itself says the “Sponsored content” is a better idea. Who would ever spot and click on small ads situated somewhere in the bottom-right corner, huh?

Instead, “Sponsored content” appears in the news feed, probably the only part of the screen you pay attention to. Anyway, both of the mentioned options can be set up almost identically and you definitely shouldn’t forget about them in your social media campaigns plan.

Linkedin social media campaigns

Screenshot 4: Linkedin paid campaign


You can start with an already posted content on your company page or create a new sponsored content (it won’t be posted on your company page profile). Attach your banner and put a link as a part of the message. Use a tracking link in a nice, shortened form. You can use bitly where you can customize it as a registered user.

Targeting & budget

In the screenshot below, you can see all targeting options Linkedin provides. Linkedin is considered to be a professional social network mostly used by B2B marketers so you won’t be surprised by the number of business oriented targeting options.

But don’t get caught by the first impression, Linkedin can help your B2C efforts as well. At the end of the day, you always aim at human beings, don’t you?

Screenshot 5: Linkedin paid campaign targeting

Screenshot 5: Linkedin paid campaign targeting

You can create various combinations, e.g. choose people from particular companies working on managerial positions with online marketing skills. However, to have a list of companies is probably the best option.

When it comes to how much you’d like to spend on your campaign you can choose between CPC or CPM and will need to set daily/total budget and start/end dates. Be prepared for higher costs than on other social networks but if your targeting is precise, you’ll be surprised with the conversion rate.

Linkedin paid campaign budget

Screenshot 6: Linkedin paid campaign budget


The importance of this micro-blogging platform is unquestionable. How about using it as one of your paid channels? Twitter Ads are now accessible to almost every country in the world without the need to cooperate with any third-party organization.

Twitter ads aren‘t used as widely as Facebook Ads, however, they are evolving pretty fast, so you can easily be surprised with some new cool features when you next time log in. The interface is user-friendly so your ads will run smoothly in a short time.

Despite they are at their early stage, they somehow combine good features from paid services on other social networks, which makes them worth it.

Targeting & tweets

Let’s skip all the usual things such as geo-targeting, budgeting, bidding and scheduling. We’re going to focus on @usernames and #keywords. These two options are the best about Twitter. You can reach people with the same interests as followers of the selected user or you can add interest categories.

When talking about #keywords, keep in mind that this is a social network so keywords working for Google Adwords won’t help you here. Twitter will show you the potential of chosen keywords. Don’t forget to do a quick research on #hashtags relevant to your topic or the audience you want to reach.

Twitter ads social media campaigns
Twitter Ads keywords and @usernames settings

Screenshot 7: Twitter Ads keywords and @usernames settings

Besides these, you are able to limit the targeting to specific devices and platforms.

Once you are ready, you can choose up to five already posted tweets or compose a new one. Play with creativity, design a Twitter card with a nice picture, a tweet and a CTA button.

Closing tips for social media campaigns

All of the above-mentioned channels have their own analytics so you are able to see what’s going on with your campaign. Facebook analytics are detailed a lot, moreover, you can export reports of your choice. It’s the same with Twitter Ads; you’ll find some cool engagement numbers such as likes, re-tweets, new followers.

Don’t underestimate your own analytic tools (for example Google Analytics). It’s your number one spot to analyze your social media campaigns.

One more thing, Facebook and Twitter are both supplied with a crucial feature – conversion tracking – which not only helps to track leads but gives you the option to launch remarketing campaigns.

Tip: Always compose more than one post, ad, tweet, banner to see which one works the best and gets the most engagement. To track them separately, make sure you use different UTM parameters for each.

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