SOCIAL MEDIA ADVERTISING
Introduction
Social media advertising can be effective to promote brands and products. New platforms are always popping up and others are constantly updating and changing. Currently, the most popular platforms are Facebook, Twitter, and LinkedIn. Usually, the large popular platform offer free online classes to business owners and communicators.
For example a women's clothing store's campaign objectives are to build social media following, app downloads, and store visits. The platform the stores selects is Facebook and they target by city, postal code, age, and gender.
Pricing
To target certain audiences you participate in an advertising auction. Most platforms do the bidding for you one needs to only determine the amount per day. Then you have options. You pay for each click or per mille or thousand impressions. The one you select depends on campaign objective, total budget, and risk tolerance. Campaign spending limit is the maximum you will pay for a specific campaign. The account spending limit is the maximum your account will ever be charged.
CPM
Cost per mille or thousand
$1 = 1000 impressions
Impression = quantifies the display of an advertisement on one website.
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CPC
Cost per click
$1 = 1 click
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