We manage thousands of dollars for our agency’s clients in paid social media marketing. Social Media channels such as Facebook, Twitter, Instagram, Snapchat, Pinterest, & LinkedIn combined has the reach to almost everyone who exists on the planet Earth! You understand what we mean here!
And, research has concluded that products or services liked by friends & family have the highest probability to be bought. Hence, it is very important that businesses utilize paid social media marketing to augment their revenue.
Paid Social Media Management Expertise
We manage paid social media campaigns of the end clients of our agency clients. We augment our staff under Social Media Marketing agencies. Generally, there are two parts of the campaign management
- Execution &
- Analysis and Optimization.
Our Digital Marketing Experts are Facebook, Instagram, Snap Chat, LinkedIn & Pinterest Ads certified & are constantly acquiring knowledge and keeping-up with ever changing paid ads attributes and best practices.
We perform the following major tasks for executing a campaign in Facebook, Instagram, Snap Chat, Pinterest & LinkedIn –
We perform following tasks for executing a Paid Social Media campaign :-
Facebook and Instagram Paid Social Media campaign Execution
What – We understand client’s domain and its products/services.
How do we perform – We look into each page of the website for offerings.
How do we use – This information is used to create the ad strategy around products/services/offers.
What – We understand what type of ads competitors are running and what products/services/offers they are providing.
How do we perform – We use Facebook Library to analyze competitors’ ads.
How do we use -This information is used to create strategy for carousel, static or video ads.
What – This allows us to analyze customer behavior with ads – whether they purchased a product, signed up for your newsletter etc.
How do we perform – Facebook provides a FB Pixel, we work with client team to add the pixel to buy flow pages on the client’s website.
How do we use – To better understand the buy flow & optimize the conversion path
What – Adding pixel code on the website to track the user’s behavior e.g. who made purchase.
How do we perform – We take the pixel code from the FB account and put it on the client’s website.
How do we use – This is used to track behavior of website visitors.
What – Searching for specific locations to target and applying these locations in the Campaigns/Ad set.
How do we perform – We discuss with clients which major cities or countries they want to target.
How do we use – We create separate Ad sets targeting each location.
What – Bidding strategy allows FB to set the bid to get the most goal actions in the given budget and to target audience.
How do we perform – We try to optimize for the most efficient cost per goal from the different options available.
How do we use – We decide bid strategy between Automated Bid or Maximize clicks Bid. This will be the amount that we want to bid on the ads.
What – Building a Campaign structure involves the target location, audience and creative to launch.
How do we perform – We gather all the information together and build the campaign on the FB ads manager account.
How do we use – We create a campaign with all the required information and monitor its performance.
What – Custom Audience targeting allows businesses to import user’s email addresses for retargeting on the social media platforms.
How do we perform – We use FB insights tool to create/build the interest audience e.g.: Interest is “Wrinkle cream”, it will give you the insights about age, gender, relationship status and job title etc.
How do we use – The above information is used in ad sets to decide the potential reach.
What -Lookalike Audience is a way to reach new people who are likely to be interested in your business.
How do we perform – We collect the list of Past Purchasers, which has information of their Names, Email ID and Phone number. This list is used as seed list and Lookalike audiences are created.
How do we use – We select Lookalike audiences in the ad sets to target prospects with specific demographic and psychographic characteristics.
What – Creating ad copies, writing headlines & body, providing Call to Action (CTA), & emojis; We utilize best performing ad copies and the competitor’ research work.
How do we perform – We discuss with clients about their offers/products they want to showcase and create content accordingly.
How do we use – These ad copies show up on user’s newsfeed.
What – Promotional offers – Sale, Discounts, BOGO (Buy one, get one free) etc.
How do we perform – We discuss with clients about their offers/products they want to showcase and create content accordingly.
How do we use – We create ad copies; headlines, body–description and CTA for seasonal promotions.
What – Choosing the right creative format; Video, Static, Dynamic etc. for ads will improve brand awareness.
How do we perform – We can select ad format options while creating the ads.
How do we use – This will run the ad in the selected format on FB Platform.
What – After building the structure of the campaign, we will launch the campaign and Ads will go live.
How do we perform – We check all the information in the structure and turn campaign status to active.
How do we use – After running the campaign for 14 days, we will monitor its performance based on CTR, Impressions, ROAS etc.
SnapChat
Following tasks are performed to execute Snapchat campaign:
What – We understand client’s domain and its products/services.
How do we perform – We look into each page of the website for offerings.
How do we use – This information is used to create the ad strategy around products/services/offers.
What – We understand what type of ads are getting popularity on this platform.
How do we perform – We create Snapchat account and analyze current ads that are running in discover feed. (Not necessarily of client’s domain)
How do we use -This information is used to create strategy for Story and Snap ads.
What – Studying the best practices for the current year.
How do we perform – We search on Google the best practices articles/blogs.
How do we use – We include the current best practice attributes in planning the ad strategy.
What – Adding pixel code on the website to track the user’s behavior like who made purchases on the website.
How do we perform – We take the pixel code from Snapchat account and we add to client’s buy flow pages.
How do we use – This is used to track website visitors’ behavior.
What – Searching for specific locations to target and applying those locations in the Campaigns/Ad set.
How do we perform – We discuss with client about what major cities or countries it wants to target.
How do we use – Separate Ad sets, targeting one location, can be created.
What – Bidding strategy allows Snapchat to set the bid to get the most goal actions in the given budget and to target audience.
How do we perform – We optimize for the most efficient cost per goal among the different options available.
How do we use – We decide bid strategy among Automated Bid or Maximum Bid. This will be the amount we bid on the ads.
What – Deciding the ultimate goal of the marketing campaign. Snapchat has two ad goals Swipe Up and Story Ads.
How do we perform – By choosing the appropriate goal between Swipe Up vs Story Ads
How do we use – It allows us to track the number of impressions, conversion rate and ROAS.
What – Building a campaign structure involves the targeting location, audience and creative to be launched.
How do we perform – We gather all the information and build the campaign on the Snapchat account.
How do we use – We create a campaign with all the required information and monitor its performance.
What – Predefined audiences allows us to reach people based on their online and real world interests and behaviors.
How do we perform – While creating a campaigns, it can be chosen.
How do we use – These predefined audiences help you to reach specific Snapchatters. We can choose based on the client’s domain e.g. Lifestyles > Men’s wear.
What – Lookalike audience reaches Snapchatters with similar characteristics to your existing customers.
How do we perform – We collect the list of past purchasers which has information of their names, email ID and phone number. This list is used as seed list and LAL audience are created.
How do we use – You can select from three different Lookalike options: Similarity, Balance, and Reach.
What – Using Client’s product/services attributes and the competitors’ research work, we create ad copies with headlines, body description and CTA.
How do we perform – We discuss with client what offers/products to be showcased and create content accordingly.
How do we use – These ad copies show up on Snapchatter’s discover feed.
What – Promotional offers are Sale, Discounts, BOGO etc.
How do we perform – We discuss with client what offers/products it wants to showcase and create content accordingly.
How do we use – We Incorporate this in the ad copies
What – Choosing the right creative format for your ads will improve your brand awareness e.g. Story ads to tell a small brand story.
How do we perform – We select among Snap, Single Image/video and story format options while creating the ad.
How do we use – This will run the ad in the selected format on Snapchat Platform.
What – After building the structure of the campaign, we launch the campaign and Ads go live.
How do we perform – We check all the information in the structure and turn the campaign status to active.
How do we use – After running the campaign for 14 days, we monitor its performance based on CTR, Impressions, ROAS etc.
The above execution steps are also followed for LinkedIn, Twitter, & Pinterest social media channels. They have very similar approach as Facebook campaigns are. Only slightly different terms are used for campaign attributes but overall the idea is the same for LinkedIn, Twitter, & Pinterest social media campaign execution.
Analyzing & Optimizing Facebook, Instagram, Snapchat, LinkedIn, Twitter, & Pinterest campaigns:
We follow the Below best practices to further analyze & optimize the Facebook, Instagram, Snapchat, LinkedIn, Twitter, & Pinterest campaigns.
What – Analysis of the ads which are launched.
How do we perform – 7 days after launching the campaign, its performance is monitored for Goal completion like conversions, purchases, website traffic and ROAS. Cost Per Lead, Cost Per Click and Cost Per Thousand Impressions are also checked for each ad.
How do we use – We perform the edits like adding the interest audiences, scaling the budget etc. to improve the ad performance.
What – Analyzing the performance metrics for the current month and comparing it with the last month’s performance.
How do we perform – We check each campaign for performance on the basis of Goal completion like conversions, purchases, website traffic and ROAS. Cost Per Lead, Cost Per Click and Cost Per Thousand Impressions are also checked for each ad.
How do we use – We find out which audience, location, age, gender and ad are performing better and use similar strategy for other non-performing campaigns.
What – Analysis of the ads which are launched.
How do we perform – 7-14 days after launching the campaign, its performance is monitored for Goal completion like conversions, purchases, website traffic and ROAS. Cost for CPL, CPC and CPM are also checked for each ad.
How do we use – By creating similar ad copies to run more ads.
What – Analysis of the locations targeted in each ad set.
How do we perform – 14 days after launching the campaign, its performance is monitored for Goal completion like conversions, purchases, website traffic and ROAS. Cost Per Lead, Cost Per Click and Cost Per Thousand Impressions are also checked for each ad.
How do we use – We scale the budget at the locations which are generating high leads, ROAS and low Cost Per Lead.
What – Analysis of the audiences targeted in each ad set.
How do we perform – 14 days after launching the campaign, its performance is monitored for Goal completion like conversions, purchases, website traffic and ROAS. Cost Per Lead, Cost Per Click and Cost Per Thousand Impressions are also checked for each ad.
How do we use – We scale the budget on the Ad sets which are generating high leads, ROAS and low CPL and launch more creatives with offers/discounts/sale/seasonal promotions targeting the same audience sets.
What – Deciding some rules to pause the campaigns, ad sets or ads.
How do we perform – 7-14 days after launching the campaign, its performance is monitored for Goal completion like conversions, purchases, website traffic and ROAS. Cost Per Lead, Cost Per Click and Cost Per Thousand Impressions are also checked for each ad.
How do we use – We pause those ads which are not performing well e.g. If the ad frequency is very high then it causes ad blindness and users are not able to see our ads. Therefore, we pause ads with high frequency.
