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Promoted organic content impacting paid ad performance?

By socialhannah ·
Tags: Networking
Hi everyone,
I'd love to know your thoughts on this.
I've been advised that promoting timeline content could impact the performance of paid ads, but I don't think this is correct.
Timeline/organic content is being promoted via ads manager using either engagement or traffic objectives.
Paid activity is running using conversion objectives.
Audiences aren't overlapping - promoted content is targeting micro audiences, paid is using broader audiences.
Our paid agency is saying we should be using the same strategy for promotions as them - i.e. having campaigns running on a daily budget with no end date, but my strategy has always been to run short bursts with fixed budget and fixed end date, promoting content which is performing well organically.
My concern is that if our CEO listens to the agency, I could have my budget taken away, and they've alluded to my promoted content impacting the performance of their paid ads.
I'd love to hear your thoughts on this.

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All Answers

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Re: promotion

by Kees_B Moderator In reply to Promoted organic content ...

Google told me:
"Organic content promotion is designed to increase the visibility of your content and the effectiveness of your marketing campaigns without spending money on ad space, boosted content, or promoted content."

So it seems to me you don't need a budget, so you don't have to be afraid that it is taken away. Or your definition of organic content is different.

It's not clear to me how any campaign (say: yours) can impact the performance of another campaign (say: theirs), unless they both target the same audience, many people see both, yours is first and yours is so good that many people have clicked on your promotion already when they see their promotion. But then it should save the company money, if they are paid per click. That should convince your CEO.

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Re: Organic

by socialhannah In reply to Re: promotion

Thanks so much for replying.
Yes, although I use the phrase "organic" content, I do have a budget for promoting the best performing content as a promoted post. But the audiences are always different to any paid audiences.

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impacting paid ad

by igstoryads In reply to Promoted organic content ...

You can still run ads that click to message using the following substitutions. Changes to your campaign may affect performance.

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organic content impacting

by igstoryads In reply to Promoted organic content ...

Organic content promotion is designed to increase the visibility of your content and the effectiveness of your marketing campaigns without spending money on ad space boosted content or promoted content. Some of the most effective organic content promotion channels are: Live promotions, like events or webinars.

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organic content impacting paid

by socialmmservices In reply to Promoted organic content ...

Both organic and paid social media landscapes are constantly evolving. Many companies use Facebook ads for promotion.

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Promoted organic content impacting paid ad performance

by AlexMerchant In reply to Promoted organic content ...

Hi, Algorithms of SEO ranking and Algorithms of PPC are different, so organic content will never impact paid performance. Unless both the campaigns use same audience, it is never a case that one campaign impacts the other. Hope this helps.

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Organic content impacting

by igstoryads In reply to Promoted organic content ...

I've been advised that promoting timeline content could impact the performance of paid ads, but I don't think this is correct.

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