Practice 02 · Branding & communicationsSMA: reach people who are not looking for you yet
On a search engine, people express a need. On a social network, they are not looking for anything: they are scrolling a feed. Social media advertising, or SMA, is therefore about interrupting that scroll with a message relevant enough to make them stop, in front of a carefully chosen audience. It serves to make an offer known, to re-engage visitors or to generate enquiries, provided you pick the right network and produce creative designed for it.
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Who it is for, and whenWhen is social media advertising useful?
It complements search when demand needs to be created or kept alive.
- Your offer is new or little known, and few people search for it by name yet.
- You sell to a precise professional audience, defined by job title, sector or company size.
- Many of your visitors leave without getting in touch, and you want to give them one more reason.
- You are hiring, launching a product or running an event, and need to reach a wide audience quickly.
The scopeWhat an SMA campaign with Kopus includes
We first choose the platforms according to your audience, not fashion: LinkedIn for B2B decision-makers, Meta (Facebook and Instagram) for most consumer and local audiences, TikTok, Pinterest or YouTube when their users match. For each, we define the audiences: demographic and professional criteria, interests, website visitors, customer lists where the way they were collected allows it, and lookalike audiences.
Creative is produced for each format: images, short videos, carousels, in-platform lead forms. Because Kopus also houses art direction, it stays true to your identity while respecting each network’s codes. Several variants are tested from the outset so that results decide.
Measurement relies on each platform’s pixel or conversion API, activated in line with visitor consent, and on tracking enquiries through to your CRM. Audience metrics such as reach or likes are kept separate from business metrics.
What you get
- The right networks for your audience.
- Creative that is tested and refreshed.
- Measurement of enquiries, not just reach.
Anatomy of a campaignA chosen audience, creatives competing with each other
Targeting decides who sees the ad; exclusions avoid paying to reach your existing customers or irrelevant audiences. Several creatives then run in parallel, and the enquiries they actually bring in, not intuition, decide which one gets the budget.
Targeting
- InterestsJob titles, industries, topics followed
- Lookalike audiencesProfiles similar to your best customers
- Website retargetingPeople who already visited your site, with their consent
- ExclusionsCurrent customers, job applicants, out-of-area audiences
Creatives tested · qualified enquiries
- Variant AProduct photoStopped
- Variant BHeadline on a flat colourKept
- Variant CThree-step carouselStopped
The methodHow a social media campaign unfolds
Scoping
Campaign objective, audience, platforms, budget and success indicators.
Technical preparation
Ad accounts, pixels, conversions, retargeting audiences.
Creative production
Messages, images and videos adapted to each format, with several variants to test.
Launch and learning
Delivery on a test budget, first results reviewed, weak variants stopped.
Optimisation and review
Budget moved to what works, creative refreshed, monthly report.
Your questionsFrequently asked questions about this service
Answers to the questions we are asked most often about this service. Another question? Ask us directly.
Ask a questionWhat is the difference between SEA and SMA?
SEA shows ads on search engines to people already looking for a solution. SMA shows ads on social networks to chosen audiences who are not necessarily looking: it does more to create or sustain demand.
Is LinkedIn Ads right for our business?
It is often the most precise platform for reaching B2B decision-makers, with higher costs per click than Meta. It is justified when a customer’s value is high and the audience well defined.
Do we need video to advertise on social networks?
It is not mandatory, but short video formats often hold attention better. We can produce them from simple material: photos, testimonials, filmed demonstrations.
Does SMA replace managing our social media accounts?
No. Advertising and organic presence complement each other: the first widens the audience, the second sustains the relationship. Organic management is part of our digital communications service.
How do you respect visitor consent?
Advertising pixels are only activated once the visitor has agreed through the cookie banner. Customer lists are only used where the conditions under which they were collected allow it.
Go furtherPages related to this service
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