Paid Social

 

Facebook and Instagram are powerful platforms that allows marketers to target precise audiences not only based on demographics and location information but also interest, behavioural and connection criteria. These platforms are also great for increasing brand and message recognition to a well defined target audience and for generating sales and leads. Unlike boosted posts where the aim is to expand the engagement of your content to your loyal and similar audiences, paid campaigns can be focused on achieving immediate business objectives:

– E-commerce/Sale Campaigns
– Lead Generation Campaigns
– App Install Campaigns
– Brand Awareness Campaigns
– Traffic campaigns

Social Media Advertising Services:

1. As Facebook-certified specialists, we analyse data from Google Analytics and combine the insights garnered to target audience segments that have the highest intent to achieve your objective.
2. We test creatives and creative types and optimize towards the best performing.
3. In combination with our Audience Uploader API, we can expediate the workflow process and optimize the campaign to achieve the maximum ROI.

Over the years, advertising through Facebook has expanded into a diverse range of platforms where you can serve your ads to the audiences most relevant to your business. These include Instagram, Facebook Messenger, the Audience Network and more recently, WhatsApp. When used correctly, Facebook and Instagram advertising can be very effective in delivering results key to your business success.

Success in Facebook and Instagram advertising is founded on 3 core elements:
1. Choosing the right campaign type to suit your business objectives.
2. Ensuring your creative and audience result in the most relevant experience for online consumers.
3. Measuring and optimizing your campaign performance.

 

Campaign types:
Facebook and Instagram offer a variety of campaign types, each one serving a different objective. These range from Reach & Awareness for branding exercises, to Conversion and Catalog campaigns for driving sales and revenue. Choosing the correct campaign type for your business goals is essential in guiding the Facebook system towards achieving the best results for your budget.

 

Full list of campaign objectives below:
1. Brand Awareness
2. Reach
3. Traffic
4. Engagement
5. App Installs
6. Video Views
7. Lead Generation
8. Messages
9. Conversions
10. Catalog Sales
11. Store Traffic

 

Audiences:
The audience targeting options on Facebook/Instagram are split into 3 categories – core audiences, custom audiences and lookalike audiences.

1. Core audiences – Target ads using Facebook/Instgram data. This includes location targeting, interest targeting (consumer and lifestyle categories such as fitness, fashion, or hobbies) and demographic targeting.
2. Custom audiences – Use data from your CRM, website, mobile app, or other sources to retarget users who have already engaged with your business.
3. Lookalike audiences – Reach new people who are similar to audiences you have already identified as being valuable to your business.

 

Creative:
As display channels, Facebook and Instagram offer advertisers a variety of ad format options. These range from standard single image banners or videos to engaging carousel ad formats, as well as dynamic ad options for advertisers that don’t have a team of designers at their disposal. This includes the option of using static images to create a video or using one format to fit multiple placement options.

 

Full list of Facebook/ and Instagram ad creative options:
1. Single image
2. Video
3. Carousel
4. Collection
5. Instant experience
6. Slideshow

 

Together, the audiences you choose and the creative you produce need to speak to one another, in order to serve the most relevant message to the audiences you are targeting.

 

Measurement and optimization
Measuring results and optimizing the campaigns based on performance is a key element in ensuring your media spend is producing the desired outcomes for your business.

  • A key element in measuring campaign performance, is ensuring the correct implementation of the Facebook/Instagram pixel, SDK and/or Offline events. This data is crucial in evaluating the efficiency of your media investment.
  • Facebook/Instagram also offer a suite of measurement tools to help you evaluate the impact of advertising on results – these include brand lift tests, conversion lift tests, as well as split tests – all of which provide another set of data for further analysis.
  • Apart from these tests, Facebook also generates auction data that provides you with insight into auction competition, audience saturation and auction overlap. This data will aid you in pulling the right optimization levers to improve your campaign performance.
  • Other levers you can utilise to improve or bring about change in your campaign performance include bid strategy changes (relating to optimization events), audience expansion or consolidation, creative alterations or refresh.

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