How to Use Paid Social Media to Improve Your Conversion Funnel

There's no getting around it: social media is growing in popularity within the paid digital advertising industry. When asked why, the obvious idea is that advertisers like to reach users at as many touchpoints as possible (we're probably 5-10 years away from seeing ads etched in the grass of the outfield of MLB stadiums).But there's a deeper, more strategic reason why advertisers are investing more resources in social efforts; users generally give more information about themselves on social media than anywhere else. With paid social advertising, marketers have access to an audience's education, college major, residency (down to zip code), employer, and any number of groups , products and movies they are invited to engage with on their social Acheter une base de données media accounts. . This makes them powerful advertising ammunition.Identify the objectives of paid social campaignsGiven the level of audience granularity available, the Seer PPC team is increasingly working with paid social networks for our clients. My first big foray into a social channel, Facebook, was with a multimedia campaign for a B2C healthcare client specifically targeting Millennials in the Philadelphia area.In addition to using Google and Bing to drive branded conversions such as "requests for more information" and "newsletter subscriptions", we also used YouTube advertising to raise awareness for our client. We sought to achieve both awareness and conversions by promoting on Facebook. We ran multiple campaigns simultaneously, some with the goal of driving traffic to the client's site for conversions (campaign name: Brand Conversions 1 & 2), while others were looking to drive engagement with their Facebook page (campaign name: I like the page). Below are the results of the paid social campaign.Paid_Social_Media_Marketing_Campaign_SucessThe challenge of paid social networks: generating conversionsThe overall campaign was a runaway success in terms of engagement, but we didn't see any conversions. As can be seen in the chart above, when the primary goal of an ad was to drive a similar page, we saw a very high response. When the call to action was to move away from Facebook and make a desired conversion on the client's website, we had slightly less success.Without speculating too much on the psychology of why this has been the case, I think it depends on the user's state of mind on a social channel. When a user browses a social channel such as Facebook or Twitter, they do so for a specific reason. It can be catching up on news headlines or chatting with friends. Whatever the reason, the intention is to scroll through the stream and digest as much information as possible. For this reason, we tend to see quick engagement actions (likes, shares, etc.) that allow a user to continue browsing uninterrupted, work well.