Top Tips for Maximising and Measuring your Social Advertising

Read Time: 6 mins

It would be an understatement to say that social media had a difficult year in 2018 with the Facebook family dogged by scandal after investigation after scandal, Kylie Jenner’s infamous “does anyone else not open Snapchat anymore?” tweet, and the steady stream of controversies regarding Twitter.

In light of this, you would be forgiven for asking why Paid Social matters; why would you want your brand to be on these undeniably flawed platforms? The short answer: the billions of users ripe for targeting with unparalleled creative capabilities.

Making your Social Advertising work as hard as your other channels is no easy feat. The question for many of us remains:

How can marketers operate efficient, impactful Social campaigns that have a positive, measurable impact across their marketing portfolio and wider business?

The starting point for this lies in your foundations. Intelligently implemented & complementary audience and creative strategy, with clear goals, is the bedrock of the most successful campaigns.  

Solid Foundations

Begin by choosing the right campaign goal. On Facebook, this will not only affect the options available when setting up your campaign but will also inform all optimisation decisions available moving forward. If you’re running a Traffic-based campaign when you’re aiming to maximise ROI or a Reach-based campaign for your new branding video, your campaign will never truly succeed even with perfect targeting.

As you’re setting up your audiences, ensure that you’re making the most of the vast array of audience information that can be layered to create complex and highly granular targeting strategies. Whilst lookalikes, interest targeting and dynamic prospecting can all be very powerful, they need to be narrowed down to be truly effective.

Finally, as you roll out your creative strategy, check that it aligns with your audience and campaign goals. Are you trying to draw in new customers, requiring a more informative creative? Are you driving existing customers to your site, or re-engaging with lapsed customers? Creatives for these audiences will need to focus more on any offers or new products.  

A coherent creative strategy is crucial as it increases the value of an impression in a time where a user’s attention span is more fleeting than ever. You increase the value of an impression when the imagery of that specific ad matches any interactions they may have had, or will have, with your brand.

Cross-Channel Sharing

There a very few campaign attributes that do not overlap across your channels. Your budget, attribution, audiences, performance data and landing page optimisation – amongst many others – are all incredibly important to share across your marketing mix. If you don’t know where to start, Jack offers a couple of starting points.  

Creative Strategies: Whilst there will naturally be a difference between the copy and imagery used across Social, Search and Display, it would be a waste not to utilise a clear shared strategy as this allows for a clear and coherent customer journey.

Performance Data: We’re given a wealth of data from each individual channel that all too often is criminally underused outside of its own silo. Whilst any advertiser worth his salt will be optimising at a product level on Google Shopping or selecting products for the home page based off sitewide performance, there aren’t enough cases of that data being freed to influence bidding decisions & dynamic product selection across Display or Paid Social.

Audiences: Play into each channel’s strengths and adopt a customer-centric approach which appreciates the touch points that users have taken so far along the path to purchase. Passing audiences from channel to channel allows you to adapt bids, creative, copy and other strategy points as you deem necessary.

A Source of Truth: Many advertisers still rely on Facebook’s tracking, which is incredibly flawed; operating in a silo which doesn’t take into account the other touchpoints in the path to purchase, wildly overestimating Facebook’s contribution. This leads to inefficient budgeting, an inability to effectively test, and inappropriate bid optimisations. A combined approach is needed, using deduped social activity to gauge true ROAS whilst also using Facebook post-view attribution on appropriate campaigns to assess further impact.

 

An appreciation of Social’s role within your wider marketing mix and business strategy is a key area of growth for many advertisers, to break it out of the silos and drive increased performance across your business. Armed with Jack’s advice, you’ll be able to develop a complete marketing strategy which allows you to share your insights to great success. You can view Jack’s slides here.