Facebook ads can be as simple or sophisticated as you want them to be. You can create and run campaigns using simple self-service tools, and track their performance with easy-to-read reports. More than two billion people use Facebook every month – so no matter what kind of audience you want to reach, you’ll find them there.
So what happened? For starters, an oversaturation of ads served to the same users means that Lookalike audiences are no longer as effective as they once were. The opportunity to connect virtually with users online has become one of the most efficient ways to get your company’s message across. Nonetheless, it has also become one of the easiest ways to become disregarded.
Getting back to basics is what is now needed; engagement campaigns, brands should also be leveraging cross-channel data to maximize targeting opportunities. Implementing tagging structures and UTM parameters across all digital media can provide advertisers with streamlined access to tested segmentation data. It’s time to transition to smarter social ad buying.
- A complete turn around from the initial campaign goal of CPA (conversions) to CPM (impression)
- Building a foundation for a more engaged and qualified audience pool
- Leveraging cross-channel data to maximize targeting opportunities
- Implementing tagging structures and UTM parameters across all digital media
“Agencies that can’t strategize their way out of a paper bag will fail, as they should have long ago,” Wenograd said. In a flooded social landscape, the most successful brands will be the ones that integrate robust paid strategies and prioritize high-quality creative.
‘In a flooded social landscape, Wenograd argues that the most successful brands will be the ones that integrate robust paid strategies and prioritize high-quality creative.’