The term social media advertising refers to different forms of online advertising carried out on the most common social networks like Facebook, Instagram, Pinterest, Twitter or YouTube. High levels of user engagement and the possibility to use segmentation to address a target audience, are the major benefits of social media advertising. Social media ads can reach a large audience and social media advertising can be used to implement different strategies and reach numerous goals. For instance, existing customers or guests can be informed about special offers and promotions and social media channels can be used to engage with new customers. Moreover, businesses can use their social media reach to increase brand awareness, sell products and services, or generate requests and reservations.