Paid social media, in contrast to purely organic social media communication, makes it possible to drastically increase reach and at the same time reach target groups precisely – by means of targeting. Measurable results can be achieved through accurate tracking and conversion optimization, so social media advertising can be a form of performance marketing. Achieving this performance requires sufficient budgeting and continuous optimization. Optimization also includes A/B testing of the advertising message, through targeting to the social media platform used. Compared to traditional forms of advertising, paid social media stands out for its lower costs, and compared to other forms of online marketing, it shines for its better targeting and measurability.

Depending on the pre-defined goals and target groups, paid social media campaigns can be optimized in different ways.