Paid Social Media Advertising
In a world where virtually everyone is on it in some form, businesses simply cannot afford to not invest in paid social media. Your ideal audience’s attention is on Facebook, TikTok, Pinterest, LinkedIn etc, and as a result, you need to have ads on platforms that are going to increase sales, raise your brand awareness, improve your campaign metrics, and help you reach your digital marketing goals.
On this page, you’ll get to learn more about the wider social media strategy and get a bit more info about each platform. We’ll also touch on the infamous sales funnel, and how different types of ads and content on social marketing platforms can affect users’ purchase journeys.
At Embryo, we have an award-winning team (Best In-House Social Media Team of the Year at the 2022 UK Social Media Awards) who are renowned for growing brands’ social presence across the digital channels that their intended targets are on. If this is something you’d like to leverage for your company then get in touch with us today at 0161 327 2635 or email us at [email protected].
Get in Touch and Work With an Award-Winning Paid Social Media Agency.
Through targeted, nimble campaigns our paid social team can get you the results your brand deserves.
Bluefin
Using Advanced Meta Ads Strategies to Generate £717,550 in Revenue for Bluefin
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34%
Increase in revenue (£717,550 vs £535,479)
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5.3
Average ROAS
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£379.05
Average order value
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Paid vs Organic Social Media
In simple terms, organic social media is when you simply post on a social media channel, whereas paid social media is where you pay to reach your audience.
There are different benefits to these arms of social media but we usually recommend using them both in tandem.
Organic social media is your ‘shop window’. Users view your profile to get an idea of who your brand is, what you sell, and why they should shop with you.
Paid social media is your billboard. Users view your paid social campaign imagery, see your promotional deal, and are enticed to purchase your product.
It might be that sometimes both are required to drive results, e.g. a user might visit your organic profile after seeing your paid advert, and if it isn’t up to scratch they may be deterred from purchasing. In addition, it may be appropriate to blend a social network investment with an SEO (Search Engine Optimisation) strategy, this is so you can target audiences who are scrolling their favourite social platform after they’ve completed an initial Google search about something they’re interested in purchasing.
Brands That Trust Our Paid Social Strategies
When Is the Right Time to Start with Paid Social Media?
There is no ‘right time’ to start paid social media. However, there are a couple of things that you need to have in mind prior to launching ads:
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Is my brand positioning where I want it to be?
Creative and the way that you portray yourself as a brand play a huge role in social media advertising. You will be spending money to put your brand in front of people, so you need to ensure that you have basic brand elements, such as logo and colours, alongside wider brand aspects, such as unique selling points and ethical statements, all set in stone.
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Do we have full understanding of the customer journey?
Before you start to pull together a campaign strategy, it’s fundamental to have a firm graph on your customer journey. What’s your current main driver of conversions? How long is your conversion window? How many interactions with your website does it take on average before someone converts? What other channels are in the mix? With the answers to all of these, you can identify where your paid social ads can slot in or enhance your conversions during someone’s purchase journey, a period often called the Messy Middle.
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What is the purpose of my social media ads?
Ask yourself, what do you want to get out of your social media ads? Your goals will determine not only your paid social strategy, but also your budget, creative, and targeting. You need to make sure that you know what you would class as a success from your ads.
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Does my sales team have the capability to handle enquiries?
If you have decided that your overarching goal is to drive a huge number of leads through your website, you need to ensure that you have the processes and team in place to handle that. Otherwise, you may hit your target and achieve 100 new leads, but you’re then unable to convert them. If you don’t have these in place, perhaps it isn’t the right time to run lead generation ads.
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Do I have a good email marketing strategy in place?
A lot of businesses will use ‘lead magnets’ to capture potential client/customer email addresses. This is a great strategy when combined with a refined email marketing strategy to truly engage them. Without this, you run the risk of either giving them a mediocre view of your business or just having a bank of potential customer details in your CRM that you’re doing nothing with.
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Is my website in the best position to handle an increase in traffic?
You can send a significant amount of high quality traffic to your website, but if your website isn’t fully optimised to convert or handle that incoming traffic, you are going to struggle to hit your targets. Make sure that you have your website where it needs to be prior to launching paid ads.
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Is my product offering the best it can be?
If you start running paid social ads, you are putting your product offering on a stage to be viewed by thousands of people. You need to have done thorough competitor analysis and market research to ensure that your product offering is strong enough. The paid social advertising marketplace is an auction and you will be compared against your competitors.
Why Paid Advertising on Social Media Is “Worth It”
Regardless of your objective, what you can guarantee is that paid social will increase your reach. In simple terms, your brand will be put in front of more people. With the social platforms’ extensive targeting capabilities, you can choose exactly who you want your ad to be shown to, using their interests, behaviours and demographics. This gives you the opportunity to get in front of your potential customers in a way that you are not able to with organic social alone.
What you need to consider is that your audience on these digital platforms are not necessarily in the market for your product. In comparison to search-based marketing, this gives you the opportunity to reach potential customers before they even consider making a purchase. A user may not know that they want a new dress until they see your ad showing a really nice dress. Here you can kick off the customer journey, rather than just being a part of it. This element alone allows you to build up a new customer base unlike any other platform.
Paid Social Teaches You a Ton about Your Target Audience
One of the main drivers of a successful paid social advertising campaign is significant A/B testing. It is fundamental to test creative, copy, targeting, ad formats, landing pages, CTA button, in order to find the combination that resonates the most with your audience. The results from these tests will usually surprise advertisers.
The results from A/B testing not only allow you to achieve better results, but can show you a lot about your target audience. For example, you may find that although you thought your main target audience was women aged 25-35, it is actually slightly older, and they tend to engage more with lifestyle content than sales focused. Using A/B tests is a great way to remove your assumptions around your target audience and build accurate data that you can then base your marketing decisions on.
Ad Campaigns
1 Top of Funnel (Awareness)
Top of Funnel (TOF) campaigns can be built with the following objectives:
- Engagement
- Video Views
- Traffic
- Estimated Ad Recall Lift
The purpose of these campaigns is to purely make a new audience aware of your brand. The more measurable objectives, the better. However, it is important to ensure that you aren’t measuring the success of these campaigns on conversions, as that isn’t the goal.
2 Middle of Funnel (Consideration)
The objective of your middle of the funnel can vary massively depending on your business, however, the main purpose is to re-engage your new audiences and encourage them to take a conversion action. This can include audiences such as:
- Social page engagers
- Website visitors
- Newsletter signups
- Video views
Here you want to be showcasing your brand and your product offering to promote conversions.
3 Bottom of Funnel (Conversion)
The Bottom of Funnel campaigns have the highest intent. These campaigns target existing customers or potential new customers who have engaged significantly with you and your website. Audiences include:
- Abandoned basket
- Website visitors
- Previous customers
As these users have the highest intent, you’re most likely to see conversions here.
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Social media’s presence in our daily lives is something no one can ignore, not business owners, not digital marketing agencies, not the average person on the street. Social media is in our pockets, on our screens, and deeply embedded in our lives.
With this, comes the opportunity for brands to not only organically grow their brand but to also directly get in front of people who – because of detailed targeting – are conditioned to want to buy, or at least be interested in, your goods and services.
Our team of award-winning experts know the importance of brand building and paid social media marketing for businesses of all sizes. By creating eye-catching content that creates an attractive brand and drives sales we can help ensure your paid media strategy is successful and spread across the social networks where your audience is.
Get in touch with us today at 0161 327 2635 or email us at [email protected].