Social advertising is quickly gaining traction throughout the advertising industry for brands both large and small. According to eMarketer, within four years, mobile ad spend is projected to represent 72 percent of total ad budgets. While social advertising is on the rise, it’s important to learn the ins and outs of setting up a digital ad campaign. Here are three beginner’s tips to social advertising:

Keep targeting focused, but not too narrow.

The art of targeting can be a tricky one to master. While you want your audience to be specific, you don’t want it to be so specific that it cuts out a large chunk of those you wish to see the ad. Facebook advertising allows you to target as specific as a zip code. If your goal is to get your message out to a group of people within an industry or with a specific interest, the best bet is to keep your geographic boundaries broad, then get more specific when it comes to targeting by job title, industry or interest.

Setup a different campaign for each objective.

Social advertising is not set in stone. The fact is, what works for one person in one campaign may not work for the next. It completely depends on the audience, the message, the budget and the creative for each campaign. If you want to generate leads, both website click ads and conversion ads could potentially work. You will see the best results when you set up separate campaigns for each objective to test which resonates best with the audience.

Optimize the campaign in real-time.

The key to social advertising is remaining flexible. The ability to update targeting, creative and messaging in real-time makes it possible to see campaign results and make necessary changes to improve them. A campaign should not be set up and forgotten about until the end date. It needs to be an ongoing process of optimization in order to generate the best results and successfully accomplish the campaign goals at hand.

Are you using social media to engage with your target audience? Check out our blog post on social media’s role in brand management.