Budget for social media marketing efforts

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Below are six key ways to combine your paid and organic efforts.

It’s impossible to maintain a hybrid organic-paid strategy if you run out of budget halfway through the year. That’s why it’s so important to monitor your social media ad budget regularly.

Set aside a designated time to check in on the performance of your paid ads. Measure the actual costs against what was initially allocated toward the campaign. That way, you can anticipate whether it’s ig data performing reasonably or if it’s time to pivot.

Use this social media budget spreadsheet template to track organic and paid social media marketing expenses. Alternatively, if you’re using Sprout, you can keep an eye on your paid spend by toggling through the reports located under Paid By Network in the Reports Home.

A screenshot of Sprout Social's Facebook & Instagram Paid Performance Report. The report features a table showcasing metrics including impressions, CPM, clicks, CPC, engagement, CPE, web conversions and cost per conversion.
Set date comparisons to see how your paid performance metrics are trending month over month and make strategic decisions from there.

If you have a particular piece of content that converts well or enters into viral territory, it might be the perfect material for an ad. For example, you can quickly boost a Facebook post to convert your content into a promotion in a matter of clicks.