Social ad management is the creation and/or optimization of display ads delivered on social media platforms (most commonly Facebook and Instagram).
Social ads are often most valuable when users are unaware of a product or service that is relevant to them (and so they are unlikely to use a search engine to find the product). Social ads can also be useful when a product is highly visual-based (like health/beauty or art products).
Due to the variety of goals for a social ad campaign, measuring success is highly dependent on the outcome the campaign was designed to achieve.
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