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- Most robust targeting
capabilities
- Typically lowest cost (of social
mediums)
- Difficult to track/identify
quality of users
- Custom audience targeting
- Unique targeting capabilities using
keywords, hashtags, user
handles and more
- Cost-effective option but
generally more expensive than
- Custom audience targeting
- Granular targeting to a high quality audience
- Highly competitive bids
leads to expensive ad buy
- Limited geo-targeting
capabilities—only target major
markets
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