SMA - Social media advertising
Guides for optimising your ad campaigns on Meta, LinkedIn, TikTok and Pinterest.
How do you improve the ROAS of your social ads campaigns?
Ten levers for improving the ROAS of your Meta, LinkedIn and TikTok Ads campaigns: measurement, audiences, creative, bidding, landing pages.
Read the articleThe Meta conversions API: how do you set it up?
Setting up the Meta conversions API: integration methods, which events to send, deduplication, the quality score and the checks to run afterwards.
Read the articleWhat should a good audit of your social ads campaigns contain?
The seven blocks of a social ads audit: conversion measurement, structure, audiences, creative, bidding, budget, and a costed action plan.
Read the articleHow do you write a good brief for a social ads campaign?
The social ads brief: eight essential sections (numerical objective, audience, budget, creative, measurement) and the costliest mistakes.
Read the articleWhat budget should you plan for an effective SMA strategy?
Social ads budgets for 2026: minimum thresholds by platform, media split, fees, production, and working backwards from the objective.
Read the articleWhat does Meta Ads advertising cost in 2026?
A small business Meta Ads budget: CPM and CPC by sector and format, the minimum viable budget, cost per lead and what makes it vary.
Read the articleHow do you choose an agency specialised in SMA?
Choosing an SMA agency: measurement criteria, 2026 rates, account ownership, the decisive questions to ask and the warning signs.
Read the articleUnderstanding LTV (customer lifetime value) in digital marketing
Customer lifetime value (LTV): the formulas, the LTV/CAC ratio, 2026 orders of magnitude and what they mean for running social ads.
Read the articleUnderstanding cost per thousand impressions (CPM) in digital marketing
CPM in social ads: the formula, 2026 French ranges on Meta, LinkedIn and TikTok, what makes it vary, and how to use it properly.
Read the articleCost per click (CPC) in social ads: definition, benchmarks and levers
CPC in social ads: the calculation, 2026 French ranges by platform, the difference between outbound and total clicks, and the levers for reducing it.
Read the articleHow do you build a campaign that performs on Facebook and Instagram Ads?
A Facebook and Instagram Ads campaign in seven steps: objective, structure, Advantage+ audiences, creative, test budget, results.
Read the articleHow do you build a campaign that performs on LinkedIn Ads?
LinkedIn Ads campaigns in 2026: objectives, targeting by job title and company, formats, bidding, minimum budget, realistic cost per lead.
Read the articleThe difference between SMA, SMO and SMM: definitions, costs and how they fit together
SMA, SMO and SMM: definitions, the difference between paid and organic, 2026 costs, the metrics specific to each, and how they fit together.
Read the articleWhich mistakes should you avoid on Meta Ads and LinkedIn Ads?
Twelve costly mistakes on Meta Ads and LinkedIn Ads: measurement, structure, audiences, creative, budget, bidding — and the fix for each.
Read the articleWhich KPIs should you track in your SMA campaigns?
Social ads KPIs by objective (awareness, traffic, leads, sales): 2026 thresholds by platform, the order to read them in, and the metrics to ignore.
Read the articleLinkedIn Campaign Manager: the basics to know before launching a B2B campaign
LinkedIn Campaign Manager explained: account structure, objectives, B2B targeting, formats, 2026 costs (CPC, CPM), the Insight Tag, minimum budget, mistakes.
Read the articleLookalike audiences: definition, how they work and proper use in 2026
Lookalike audiences: definition, how they work on Meta, LinkedIn, TikTok and Google, the sources that work, sizes, and their place alongside Advantage+.
Read the articleMeta Ads Manager: how do you use it well for Facebook and Instagram?
Meta Ads Manager (Facebook and Instagram): campaign, ad set and ad structure; objectives, Advantage+, audiences, placements, budget, measurement, mistakes.
Read the articleMeta Advantage+: what the automation decides and how to steer it
Meta's Advantage+ campaigns automate targeting, placements and creative: what they decide, when to use them and how to steer them.
Read the articleHow do you use Meta Business Suite for Facebook and Instagram?
Meta Business Suite explained: the portfolio, assets (pages, accounts, pixel), access and roles, scheduling, the inbox, insights, Ads Manager.
Read the articleData-driven attribution: definition and how to read it for SMA
The data-driven attribution model: definition, how it works, the difference with last click, what it changes for SMA, and its limits.
Read the articleWhich objectives should you choose for a social ads campaign?
Which objective to choose for a Meta, LinkedIn or TikTok Ads campaign: awareness, traffic, engagement, leads, sales. What each optimises, and 2026 costs.
Read the articleHow do you optimise your profile on each social network (LinkedIn, Instagram, Facebook, TikTok, YouTube)?
A checklist for optimising a LinkedIn, Instagram, Facebook, TikTok and YouTube profile: name, bio, visuals, link, keywords, proof.
Read the articleHow do you optimise your campaign delivery with lookalike audiences?
Optimising social campaign delivery with lookalike audiences: the source, the percentage bands, exclusions, a 14-day test, and the Advantage+ trade-off.
Read the articleFacebook / Meta pixel: definition, its role in campaigns and its limits in 2026
The Meta pixel (formerly the Facebook pixel): definition, what it collects, its role in advertising (measurement, optimisation, audiences), conversions API, consent.
Read the articleAutomatic vs manual placements: understanding them to deliver your ads better
Automatic (Advantage+) or manual ad placements on Meta, LinkedIn and TikTok: definition, the placements, what works, and when to exclude.
Read the articleRetargeting on social media: definition, segments and method
Retargeting on Meta, LinkedIn and TikTok: definition, audiences (site, engagement, lists), the segments that convert, windows, frequency, measurement.
Read the articleROAS in SMA: definition, calculation, benchmarks and levers in social advertising
ROAS in social advertising: definition, the formula, break-even ROAS by margin, 2026 Meta and TikTok benchmarks, attribution traps, levers.
Read the articleAudience segmentation in SMA: definition, levels and method in 2026
Audience segmentation in social advertising: definition, three levels (cold, warm, hot), criteria by platform, sizes, method, automation.
Read the articleWhat are the signals of a badly run SMA campaign?
Twelve signals of a badly run Meta, LinkedIn or TikTok campaign: measurement, objective, frequency, creative, exclusions, reporting. Where to read them, what to fix.
Read the articleSMA and e-commerce: how do you optimise your product catalogue to sell on social media?
Social advertising for an online store: Meta and TikTok catalogues, feed quality, Advantage+ Shopping, dynamic retargeting, measuring sales, 2026 ROAS.
Read the articleSMA (Social Media Advertising): definition, how it works and 2026 benchmarks
SMA (Social Media Advertising): definition, the difference with SMO, how the auction works, platforms and 2026 costs, its role in digital marketing.
Read the articleSMA: freelancer or agency to run your social ads campaigns?
Handing your social ads to a freelancer, an agency, or running them in-house: 2026 costs, skills, budget thresholds, selection criteria, contract clauses.
Read the articleSMART objectives in digital marketing: definition, examples and method
SMART objectives applied to digital marketing and social ads: the five criteria, costed examples by channel, common mistakes, and the link with KPIs.
Read the articleSocial selling: definition, the LinkedIn method and metrics in 2026
Social selling: definition, the difference with prospecting and social ads, a five-step LinkedIn method, SSI, CRM metrics, tools, 2026 limits.
Read the articleSource, medium and UTM: tracking where your traffic and campaigns come from in GA4
Source, medium and UTM parameters in GA4: definitions, the five parameters, a naming convention, channel groups, and the errors that break attribution.
Read the articleHow do you structure a Meta Ads account in 2026?
Structuring a Meta Ads account in 2026: the three levels, consolidating ad sets, Advantage+, e-commerce and lead templates, budgets, naming.
Read the articleConversion tracking in SMA: measuring what your social campaigns really bring in
Measuring conversions from your Meta, LinkedIn and TikTok campaigns: the pixel, the server-side API, GA4 and UTMs, your CRM, events and values, attribution gaps.
Read the articleTikTok Ads Manager: how to launch and run your TikTok ads in 2026
TikTok Ads Manager explained: structure, objectives, formats (In-Feed, Spark Ads), targeting, the pixel and Events API, 2026 costs, creative, measurement.
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