Social media for e-commerce businesses
Social media has opened up massive opportunities for eCom brands to get their products seen on a global scale, in a much more cost-effective and adaptable way than traditional media. By utilising paid social media, e-commerce businesses can increase reach, boost engagement and generate more sales.
Paid Social offers advanced targeting options that are not available through traditional advertising. Therefore, there’s more opportunity than ever to target the right audience and drive success for your brand. If you haven’t incorporated paid social into your digital marketing strategy yet, now is the time to leverage the power of paid social for your e-commerce business.
Here at Embryo, we have a dedicated paid social team that has in-depth knowledge and 30 years of combined experience in making the most out of paid social for e-commerce brands.
If you would like to learn more about the services our paid social team offers, get in touch today.
Why is paid social beneficial for e-commerce brands?
1 Tracking and Reporting
Unlike organic social, Paid Social is entirely data-driven. We’re able to put accounts under a microscope to see exactly what’s driving results, and exactly what’s wasting budget. This allows us to be proactive and optimise as soon as we see an opportunity to do so. We can track all key KPIs including impressions, return on ad spend (ROAS), average order value (AOV), click-through rate (CTR), etc… and can also create custom events to track things personal to each brand, meaning there are full visibility on whatever the KPIs are. For eCom brands in particular, this means we can track individual products as well as spot trends in particular types of products being sold to inform our future activity. We’re able to create custom product sets for things like the type and price of products or to push products that are struggling.
2 Targeting
Paid Social allows you to be specific with targeting, unlike organic social. Multiple targeting strategies can be used depending on where in the funnel the activity is. For example, brand awareness activity at the top of the funnel allows you to target a broad audience and acquire new customers, whilst retargeting activity at the bottom of the funnel can target previous customers, people who have added to cart but not purchased, and people who have viewed your website for specific amounts of time. This allows you to be tactical in your approach and tailor messaging and creative to each audience. Targeting can also be applied across different platforms, for example, different audiences with different interests will be present on Meta vs LinkedIn, so creative assets and messaging can be tailored accordingly.
3 Budgeting
Paid Social also gives you full control over budget, with options to use automated budgets across a lot of platforms, or the option to manually control budgets to ensure you’re not over or under-spending. Control over budgeting allows brands to tailor budgeting strategies so they align with campaign and business goals. Automated budget systems enable platforms to evaluate data and prioritise the top-performing ads, without manual intervention. However, having manual budget control, allows you to adjust your budget and allocate resources where/when you think appropriate. The flexibility that comes with paid social activity is crucial for brands in the ever-changing digital marketing world. With paid social advertisement you can be sure that every penny spent is driving results.
Is your e-commerce business ready for paid social?
It’s essential to make sure your business is in the best position it can be to take full advantage of Paid Social ads. This includes ensuring your website and shopping feed are optimised, to allow for ads to be built properly- particularly catalogue ads. It’s also essential to understand your stock levels and whether you can fulfil the number of orders forecasted with your level of Paid Social activity.
Before starting Paid Social activity you should consider how you’d like it to align with your organic activity. Do you already have an established social media presence? Do you have a strong brand tone of voice that you’d like to bring into Paid Social activity? It’s important to be consistent across platforms.
Once you’ve got a good starting point, it’s time to set up your Paid Social accounts with the appropriate tracking. Our experts can help you with this and will ensure tracking is set up and working so we can monitor your results from the get-go and make data-driven decisions.
When your accounts are good to go, we can start discussing goals and our team can create a tailored plan before the activity goes live.
What is our paid social approach for e-commerce businesses?
Harriet Tuite
Head of Paid Social
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We provide tailored strategies
By testing different campaign types, messaging, targeting, and creative styles we can establish exactly what works best for each client and ensure we’re putting the budget where it’s most effective. Our approach is to work with each client to determine what their goals are e.g. brand awareness, traffic, etc… and decide which point(s) of the funnel are most appropriate.
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We have the experience
With over 30 years of combined experience in Paid Social, our team has experience in creating full-funnel strategies for eCom brands.We do our research to ensure we know exactly what our client’s aims are to tailor our approach accordingly. We target the right people, with the right creative, at the right stage of the funnel and drive results for our clients.
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We have the knowledge
Our Paid Social team has expert knowledge in all major social media platforms including Facebook, Instagram, Pinterest, TikTok, and LinkedIn, and they’re constantly keeping up to date with the latest changes and best practices across all platforms. For platforms like Meta, Pinterest, and TikTok we have dedicated representatives we’re able to contact for the most up-to-date guidance to ensure our clients are receiving the best possible service.
Our Team
Meet Our Paid Social experts
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Harriet Tuite
Head of Paid Social -
Tom Jowle
Paid Social Manager -
Emma Sowersby
Senior Paid Social Executive -
Megan Atkinson
Senior Paid Social Executive -
Jenny Byrne
Paid Social Manager
Ready to achieve success with paid social?
If you would like to learn more about how Embryo can help you achieve success and reach your e-commerce goals, get in touch today.
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