Part art, part science. Paid social is arguably the strongest ROI drivers for newly-formed business. While paid social is turning into a major marketing channel for all companies, it’s very important to be able to stick out from the crowd in a cluttered market.
With Paid Social, you can be up and running while you continue to hone-in on your content marketing strategy within Organic social. Many companies still believe Paid Social is solely for accruing orders; however, it’s an even more important channel to let others with the same interests join-in on the movement.
At FWRD Digital, we ensure that all initiatives are tagged appropriately so we can measure engagements not only within 1 channel, but cross-channel as well.
Before launching paid social, we help establish:
- What We Value
A slew of target techniques are taken into consideration when building campaigns to fully maximize returns. Examples include targeting by device, audience type, match type and/or location.
We consider an ad group a “theme” of keywords that are bucketed together. Our best practice is to have only 1-5 keywords per ad group to ensure our messaging speaks exactly to the given search term.
Keywords are created from a combination of historical Search Term performance, competitive benchmarking research, Google’s Keyword Planner and additional research methods
Through ad copy testing, we have identified that if you put the search term in the headline, you drive stronger Click Through Rates and Lower Cost Per Click. We pride ourselves on mapping very specifically the user’s given search to accurate messaging.
Just because a specific tactic worked with one client doesn’t necessarily mean it’s the best solution for you. We treat each engagement separately and have thought-out reasoning behind each initiative we test.
- Our Social Strategy
Establishing KPIs and Deep-Dive Analysis
The most important component to any engagement is identifying exactly what you are looking to do and how the given marketing channel fits into the mix.
Once goals are established, we either execute a deep-dive analysis of your existing account or prepare a full-fledged, new strategy. We base any new strategy from our initial discussions, industry trends, competitive bench marking tools, and much more.
Campaign Build & Launch
After the opportunities are presented and approved by your team, next step is turning our recommendations into actions. In this step we work closely with your team to ensure that we are continuing to build with the mindset of our KPI goals.
Accrue Learnings & Continue Testing
We're not done yet... Being able to build and launch is half of the battle. Reporting and making actionable next steps is the difference between good digital marketers and great digital marketers.
At FWRD we create a specific testing calendar to ensure that every month there is always something being tested. Testing calendars are specially designed to fit your business needs.