The recipe for excellent paid social is simple: receive a significant return on your advertising investment while getting your brand in front of interested potential and current customers.
It’s never been easier (and more competitive) to launch a lucrative paid social campaign. Today’s social platforms are the strongest marketing tools ever made.
It’s no surprise that paid social is almost required for brands looking to break into the big time. A report by VC firm Social Capital referenced in the Wall Street Journal noted that “Startups backed by venture capital in all sectors now spend 40 cents of every dollar raised on advertising on Google, Facebook and Amazon.”
The most successful brands have learned that data is the lifeblood (the juice, if you will) of a successful marketing campaign.
Often, those machines can be found in the Facebook Ad manager.
For example, let’s say your Facebook Pixel collected the information of 10,000 visitors from an initial campaign. Let’s call this Group A. Of those 10,000 visitors, 1,000 visitors added a product to their cart and entered their email. This will be Group B. Out of those 1,000 visitors, 500 completed their purchase – Group C.
You now have three useful audiences you can use for your future campaigns.
Your Pixel collected a wide breadth of information about Group A that validates whether people who saw your ad were interested enough to visit your site.
Group B acted on interest, but for some reason, the majority didn’t complete their purchase.
The value of having a holistic marketing mindset when doing paid social cannot be understated.
We see the effects of a single-dimension approach all the time: clunky and vague landing pages, ineffective product pages, and sluggish ad campaigns that drain marketing budgets and significantly reduce sales. Essentially, some marketers and entrepreneurs are funneling otherwise premium gasoline into a car with severe engine issues.
We go beyond just Facebook ads to optimize conversion rates. Before they came to us, many of our clients were running ineffective and toxic campaigns that were draining their marketing budgets and barely delivering any results beyond the sporadic sale.
Jump in and analyze everything from the point of view of a potential customer and think of ways to make the user experience better while simultaneously pushing more and more conversions. For example, we use data collected from our tens of thousands of campaigns to gauge the best way to optimize the entire checkout flow.
We call this a JUICE cleanse. You need to get rid of all the bad stuff before you can use the good stuff.
Paid social is much deeper than simply knowing how to use Facebook Ad Manager. Facebook made its Ad Manager incredibly intuitive, so it doesn’t take a rocket scientist to figure it out. However, it does take some seasoned marketing experience to understand how to beat the competition and pivot in an incredibly fast-paced dynamic environment that is only going to get more competitive.
Every year, hundreds of new brands and advertising agencies enter the digital space, driving CPCs and CPAs up.
We’re firm believers in that when life gives you lemons, make juice. Great puns aside, being a formidable brand in the paid social landscape means you’re not only competing with your immediate competitors, but you’re also competing with every brand that is targeting your audience.
Those magic machines that can turn $1 into $4, or $7, $79, and more exist – and it’s our passion to find them. It’s taken us years of experimentation to even know which direction to look and to decipher the real from the fantasy. If you’re ready to commit to scaleable long-term growth, we’d love to talk and learn more about your business.
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