Advertising on Facebook, Instagram, LinkedIn, Pinterest & Twitter can be tricky. Customers often find success on Paid Search platforms and then think "Hey, I can make this same strategy work on Facebook!". Unfortunately, that usually isn't the case. Why? Because Paid Social platforms are mid-funnel.
What does that even mean?
Your customers are NOT on Facebook looking for your product. This means, while Facebook, Instagram, LinkedIn, Pinterest & Twitter can be highly targeted to your target audience, you still have to show them your product or service and convince them they need it. Unlike Paid Search, where the user has a need and is actively searching for a solution.
What does that mean for you?
We simply have to come at Paid Social with a different strategy and expectations that match the platforms. Paid Social can be highly lucrative, but it may take a bit more testing to figure it out for your business.