Paid Social Media Optimization 101: Make the Most of Your Business Marketing Dollars


Armed with the critical data provided by call tracking, you can find out what’s really going on with your paid social campaigns.

Social media is considered by legal professionals to be the most valuable channel for providing leads, according to CallRail research. But social media strategies require careful planning.

If all of your decisions aren’t based on data, chances are you’re wasting valuable marketing dollars. Fortunately, with the right tools in place, your law firm has the ability to test different methods and really understand what resonates with your audience and why – which ultimately saves your business money. firm.

But no platform is the same. And if you don’t know your stuff, you won’t get a high ROI on your paid social media spend. To maximize your company’s social media marketing dollars, you must first know how to implement paid social media on the different platforms:


Facebook has a huge user base which measured 1.93 billion daily active users at the end of 2021. With such a large audience, businesses have the opportunity to reach a large number of potential customers through the platform. Advertising with Facebook Ads is a simple and effective way to deliver your brand message to the right audience. The platform makes it easy to target key demographics and see the results of each campaign with Facebook Insights.


Instagram ranks second after its counterpart Facebook when looking at active users – measuring around 1 billion monthly users. And as the network continues to grow, its popularity and frequent new feature releases provide great opportunities for businesses to join the space and find ways to succeed. Similar to Facebook, Instagram lets you create ads that reach the right people. While specific metrics may vary, marketers have the flexibility to target specific audiences with demographic parameters and monitor the performance of each campaign.


With over 740 million members, LinkedIn is the most widely used social media platform for sharing content for B2B purposes. Targeted ads on LinkedIn are useful for driving professional, quality leads to your website. The social network makes it easy to measure campaign performance directly from your account with LinkedIn conversion tracking.


Twitter screen; image by Joshua Hoehne, via

For a more conversational social platform, Twitter is a strong contender. The platform has a massive population of brands and individuals that are constantly interacting at a rapid speed. In fact, there are more 500 million tweets a day. Twitter offers different types of paid campaigns to meet specific needs and goals. There are campaigns to increase your followers, drive traffic to your website, and promote your apps, all of which can be tracked using Twitter analytics.

So you know how to create the ads. But how can you develop an effective strategy for your company’s social spending?

The answer is simple: call tracking. Armed with the critical data provided by call tracking, you can explore what’s really going on with your paid social campaigns, giving you a better understanding of your ROI. And there are two main ways to do it.

With visitor level call tracking, marketers can correlate keywords with social media campaigns, phone calls, and website visits. This allows you to see which keywords are driving the most clicks and hits for your business, allowing you to better optimize your campaigns to improve ROI.

Likewise, you can use source-level call tracking to attribute phone calls, conversions and web traffic to specific paid social campaigns. By assigning a designated phone number to each individual campaign, you can easily accurately track the performance of your paid social campaign.

Once you set up your ads with the right call tracking features, you are sure to be a social media superstar in your business. For even more on maximizing your company’s social media spend, check out this content hub from CallRail.


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