Social Media Advertising: The Power of Paid Social Extends Beyond Likes and Conversions

Social media advertising (also known as “Paid Social” or “Facebook Advertising” “Instagram Ads,” etc.) provides lasting value beyond simply sales/conversions. Retailers in particular can gain a variety of insights and ideas from engaging in paid social advertising, including:

• Audience Insights: Through paid social, you are able to gain key audience insights, gathering demographic information about those who engage with your ad (or purchase), as well as those who don’t. This is possible through reporting as well as test-and-learn ad setups.
• Retargeting: You can retarget people through social once they visit your website. This allows you to retarget broadly (i.e. someone who visited your site in the last month) as well as narrowly (i.e. retarget someone with an ad for the product they looked at but did not purchase).
• Messaging + Visual Insights: Gain key messaging and visual insights by testing ads with the same call-to-action against each other while varying the ad visual or messaging. This will not only help refine future ads but can also help inform organic social content.
• Consumer Journey Insights: Through Facebook Pixel tracking, we can help you figure out the consumer journey from seeing an ad to making a purchase. This can help you figure out: where on your website to send people, where consumers are most likely to leave your website before purchase, which ads are driving unique traffic as well as revisits, and so much more!

How can you make your paid social investment work incredibly hard and smart for you? Start with strategy. It gives clear and specific direction for the planning and execution of your entire social capability to helps you achieve your business goals. If you’re seeking a social media strategy and/or paid social media advertising optimization ideas, reach out and introduce yourself.

About The Social Lights

The Social Lights is an agile social media agency that helps brands achieve their business goals.

For the past 8 years, we’ve been helping CPG and retail brands achieve business results by harnessing the power of social media. We strive to continue being leaders in our industry and to deliver the best possible return on investment for our clients.

We work with clients who understand and value just how powerful social can be for their business. The question isn’t ‘Why should I use social?’ but ‘How can I be sure that social is making an impact for my organization?’ In other words, how can I make smart decisions about budget and resource allocation while understanding if my efforts are paying off?

No matter where you’re at today, we can work together to achieve your desired future state of social media. From personnel to processes and escalation protocol, we’ve done and seen it all, and we specialize in helping companies make social media an integral part of their marketing mix.