Social media marketers should deploy paid social ads based on a rigorous study of which kinds of ads are drawing the eyeballs and clicks they need, writes Molly Page. That means prioritizing text-only ads, and being more sparing in the use of image-heavy ads that look good but, for whatever reason, don't deliver the same results. "After all, if engagement is the Holy Grail, we've got to get our posts in front of eyes that will engage," Page writes.

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