Advertising has always been the bread and butter of any marketing initiative. That hasn’t changed. While the rise of organic digital marketing has had a dramatic impact on the business landscape, ads haven’t taken a backseat—they’ve simply migrated. Ads, especially social ads, form the foundation of many successful marketing campaigns because they still drive profitable customer action.
As a matter of fact, social ads are even more effective than traditional ads for several reasons. Among other advantages, social ads can be targeted, meaning that they are shown only to a well-defined audience that’s more likely to convert.
While TV ads had this to an extent (the audiences for soap operas and sporting events were very different, and so were the ads), social ads can dig down deeper. Want to target San Diego soccer moms who are also bagpipe enthusiasts? It can be done, and conversion rates will be better than ever before.
Social ads can also retarget, redirecting “almost customers” back to where they were when they decided not to make a purchase. Someone was looking at your unique, bespoke chainsaws, but decided not to buy? Hit them with an ad pointing them back that direction, or even offering the product at a discounted price.
Bottom line? Social ads are the most evolved form of advertising.