Targeting the right customers
The information customers share in their online profiles and the behaviours they exhibit on Facebook, Twitter and Instagram, make social targeting capabilities unique. Things get even more interesting with custom audiences, where we can match your first party data to hashed Facebook & Twitter data or create remarketing lists based on user behaviour on site. The process allows us to reach existing customers in a private, safe way. If you’re looking to reach more people who are similar your current customers, prospects or page fans, then lookalike audiences can help.
In case you were wondering, yes, all of the above audiences can be combined and layered with even more targeting options to make sure that you’re reaching the right users. With all of these targeting possibilities, there is no reason why you shouldn’t be reaching the most relevant audiences available for your brand.
Be where your customers are
‘Targeting people at the right time, in the right place with the right message.’ Does that sound familiar? According to the IAB, 16.7% of all UK internet time (1 in every 6 minutes) across computers, tablets and smartphones is spent on social media. It has overtaken entertainment when it comes to share of online time. Our clients know who their customers are, and where they spend their time, so they make sure not to ignore this vital channel.
Paid social is just one of the steps on the user journey to a conversion. We know how important it is for clients to understand how all their digital marketing channels work together, not individually. This is why we can integrate with third party tracking tools such as DoubleClick Campaign Manager or Google Analytics to fully understand the value of your paid social campaigns and de-duplicate conversions.
We value insights and take many learnings about our clients’ audiences via paid social campaigns that can be used to make strategic decisions in other marketing areas. We give our clients as much detail as they want, tailoring our reports based on their needs. We also have regular phone calls and face-to-face meetings with clients to discuss campaigns and share performance updates.
Different goals require different optimisation techniques and diverse bidding options. We use the same approach that has made us stand out as a business in PPC & Programmatic: we are in our accounts every day and don’t just rely on algorithms to make choices for us.
Our love of the ‘test and learn’ approach extends to our Paid Social optimisation strategy. We know that audiences matter when it comes to social media. After analysing your historical data and discussing your brand values, we set your campaign off on the right foot by targeting the most relevant audiences to your campaign goals and company vision. From that point on, we let the data tell us what does and does not work. Testing is an ongoing process that provides us with actionable information about your most valuable customers, from which a granular, insightfully targeted campaign can come to life. After that, time for even more testing…
We understand how important ad design and dynamism can be to paid social campaigns. Our account managers are always willing to provide performance data and suggestions to aid decisions on creative build and optimisation. We encourage a regular creative ‘refresh,’ not only to avoid ad fatigue, but also enable us to test different messages & images. This gives us a better read on what works and what doesn't; a much clearer picture.
Want to know more?
Then get in touch to find out how we can take your paid social campaigns to the next level.