Your advertising objective is determined at the campaign level. Accurately setting up campaigns can streamline the organisation, optimisation and measure the performance of your ads.
When it comes to social media marketing, it’s imperative to take a comprehensive, in-depth approach to campaign structure. Our Paid Social Teams are able to refine campaigns effectively by quickly identifying standout segments, as opposed to those of poorer performers, through utilising Gender, Age, Location and other granular targeting facets. We manage social campaigns on Facebook Advertising, Twitter and Instagram and always exceed our customers’ expectations. We ensure that our account managers can optimise each ad set at any level of the targeting matrix through trafficking each one separately.
At TMI we know that for each brand and every campaign within that brand, there could be a different goal. Our expert teams make sure that each campaign is custom-made for every client’s most important goal. Whether that’s clicks, registrations, shares or purchases, our goal-specific campaigns are primed to deliver results. We also integrate and combine campaign types to pull users down the conversion funnel. We will find the campaign combination that works for your business.
On top of determining the goal as the primary focus of our structure, we’ll also define the type of campaign as either ‘Prospecting’ – searching for new clients/customers – or ‘Retargeting’ – targeting the customers who have already connected with your brand. Prospecting campaigns use targeting options to attract new customers, by ensuring they are exposed to your online content. On the other hand, retargeting campaigns involve defining audiences based on their online behaviours and interaction with your brand. Using our comprehensive insights, data, and custom targeting, we can create campaign communications and tailored content for your specific, intended audience.
This is where you choose the design of the creative, text, call-to-action and landing page of your advert.
There are a variety of creatives that can be used in ads, such as static images, carousels, animations, and videos. A well-designed, eye-catching ad is the most likely to convert when shown to appropriate audiences. TMI creates bold, striking creatives to make our clients stand out in a saturated social media market. It’s imperative to effectively A/B test your creatives to optimise your results.
Clear, succinct copy will perform best and a description length of between 100 to 250 characters tends to get the greatest engagement. It’s essential that your copy is to the point with a definitive call-to-action, whether that’s to find out more about the product, attend an event or take advantage of a discount.
Landing pages are an essential aspect of any effective social media marketing strategy. It improves the customer/user journey and educates them before buying a product.
You establish your target audience, budget, placements and bidding type at the ad set level. In this section, we’ll look at placement options and target audience.
Once existing customer data is added to Facebook, highly-advanced algorithms will match the data with a variety of Facebook profiles. Once the audience is created, Facebook then locates profiles similar to those of current customers based on the percentage of people you are targeting. For example, a 2% Lookalike Audience will locate the profiles of 2% of the population that are the most alike to your existing customers. This means that our Account Managers and their teams can target this audience with specialised, tailored content. This is just one of the highly-effective routes through which we can reach the users most likely to interact with our clients’ brands.
As social media users, we give a huge amount of information to our accounts every time we log in or interact with them. We freely give away aspects of our lives such as location, age, gender and our interests. Our behaviours on social media, such as going to an event or liking a celebrity, help the various social media channels to group users. This online behaviour is used in Paid Search campaigns to target specific users that are most likely to engage with ads.
There are numerous platforms within each social media channel for advertisers to use, such as Mobile and Desktop. However, some channels have exclusive internal platforms, such as the right column ads on Facebook. At TMI, we use tailored messaging, creatives and targeting to customise ads not just by channel, but by platform and device too. For example, we specifically push mobile ads to target potential customers during peak commute hours and lunch, whereas we prioritise desktop devices during work hours, evenings and weekends. By using this effective combination of scheduling and messaging, we are able to optimally target users on the most appropriate platform, at the right time, to generate valuable interactions with your brand.
This is where you decide on your bidding objective and the maximum you can spend on an ad set.
There are two types of budget for an ad set: Daily budget – the amount you are happy to spend in a day on an ad set. Lifetime budget – the amount you are happy to spend over the entire duration of an ad set. Lifetime budgets enable the creation of an ad schedule, which allows you to target your audience at the time of day when they are most likely to convert.
How your ad is optimised will depend on the objective, however, TMI usually chooses the ‘bidding on conversion’ option for standard ads. This means that Facebook will focus on delivering ads to target audiences whose members are most likely to end in a conversion.
Automatic bidding is when Facebook calculates the bid of your ad set according to the goal of spending your entire budget in order to get maximum engagement. Automatic bidding is advised if you don’t have a definitive CPA target set. Manual bidding tells Facebook how much you are willing to spend on a click/conversion. This method is accurate in reaching the right target market, however, it can result in less volume/traffic to your ads.