We've been running ads on Meta since it was just Facebook–in those early years when audiences were razor-sharp and we didn't know just how good we had it. Like Hamlet, we've suffered the slings and arrows of outrageous fortune, including weathering the tempest that was iOS14. We've been supporting our clients' growth through paid social for years and years and it is now, as it ever was, one of the core legs of our acquisition strategy.
We run paid social campaigns, it should be said, the way we do everything: focusing on goals, breaking them down into components, and then running iterative tests to meet them. We also talk to our clients a lot about profitability and CAC–and we are both creative and flexible around how we approach every business and constraint.
There are Twitter flamewars to be won by being prescriptive or an adherent of a one true way, but working with and for our clients–often relying on you to be an expert in your niche or customers while we handle the messy marketing middle–has worked well for the past decade plus.
When we say "worked well," though, we can actually back it up. Whether it’s maintaining ROAS while scaling spend, breaking into new niches, or simply putting in place real and functional conversion tracking to be able to make data-based decisions–we can actually do the things we talk about.
Fundamentally, marketing on Meta is just another place to find your customers and generate or capture demand. And because we run ads on Meta in concert with paid search and SEO efforts, we’re in a situation where the right hand really does know what the left hand is doing.
Here’s a great example: we were marketing a product with a really long consideration cycle but also a relatively unknown brand. Good stuff, right? By running ads on Meta and Google, we were able to build brand awareness and generate first clicks that turned into second visits, that turned into 14 sessions over a month and a half, that finally converted on a brand search on Google. One fed into the other–a pretty classic funnel, when you think about it.
Can we help you? If you have a product and a good sense of your unit economics, almost certainly. If you have a product and unit economics mean nothing to you, quite likely. If you don’t have a product yet, maybe? Hard to say with that one, but let’s talk anyway. Few things are as much fun as getting to talk about potential business.
And for those among us who love a good list: here’s how we support businesses on paid social campaigns.
Strategy Development
Crafting a comprehensive advertising strategy tailored to meet your business objectives and target audience.
Audience Research & Segmentation
Identifying and analyzing target audiences, segmenting them based on demographics, interests, and behaviors to optimize ad targeting.
Creative Design & Production
Designing visually appealing and engaging ad creative that captures the audience's attention.
Campaign Setup & Management
Setting up ad campaigns across Meta platforms, including Facebook and Instagram, and continuously managing and optimizing them for performance.
Ad Copywriting
Writing compelling ad copy that resonates with your target audience and drives engagement and conversions.
A/B Testing & Optimization
Conducting A/B tests on various ad elements (think: creatives, copy, and targeting) to identify the most effective combinations.
Budget Management
Allocating and managing your advertising budget to maximize return on investment and ensure efficient use of resources.
Analytics & Reporting
Tracking and analyzing key performance metrics, providing regular reports, and offering insights to inform future campaign strategies.
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