Paid Social

Paid social advertising is the process of displaying ads and sponsored marketing messages across social media platforms. Brands can leverage a number of different targeting options on each platform, and deliver tailored messages to their target audience.

We’re experts in running structured and targeted paid social campaigns, delivering tangible results and measurable returns for every client.

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Paid Social
Services

Market insights & audits
Digital strategy
Social media advertising
Channel maximisation
Data reporting & analysis
KPI & goal measurement

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What is paid social advertising?

Paid social uses third-party social networking platforms such as Instagram, TikTok, and Linkedin to display sponsored advertising.

This form of advertising can be a great way of targeting different audience segments and achieving business goals using content specifically created and optimised for that particular platform.

Paid social marketing can also be used as part of a wider retargeting campaign, allowing you to reach those audiences showing a higher intent to convert wherever they spend their time online.

The benefits of paid social advertising

Paid social can be the perfect solution for spreading your message because you can optimise your ads depending on your business objectives, benefits Include:

Reach wider audiences

Social media platforms are powerful because of the high user penetration, and the high percentage of active users that spend a lot of time there.

Increase conversion rates

Targeting allows you to focus on users that are more likely to be interested in your brand and click on your ads – by reaching higher-value customers you can build revenue more easily.

Easily measure success

With paid social advertisements, it’s easy to measure performance, understand what is working and make tweaks to the content to improve ROI.

Broaden scope with new platforms

Diversify your portfolio by using multiple social channels to broaden your scope, increase brand awareness and achieve better results overall.

Our Paid Social Services

We work across all major social platforms, including Facebook, Instagram, Twitter, YouTube, Snapchat, and TikTok. We create comprehensive and engaging campaigns for each, with services including:

Market Insights and Audits	We analyse your existing marketing activity to see what’s worked with your brand in the past and utilise market insights to gain a deeper understanding of next steps.
Social Media Advertising	We oversee every step of the advertising process, including campaign development, budgeting and bid management, as well as creative ad design and production.
Digital Strategy	Combining content strategy and performance marketing (including retargeting, segmentation, cross-device and cross-channel conversion tactics), we ensure every ad exploits the best features of each social platform.
Channel maximisation	Our cross-placement and cross-device approach ensure your ads are on the right platforms, at the right time and in front of the right people.
Data reporting & analysis	Our extensive data reporting and campaign analysis provide each client with digestible information via accessible data dashboards, informing decision-makers about current and future paid social campaigns.
KPI and goal measurement	We measure the success of each paid social campaign against your brand’s personal KPIs, including engagement, reach, traffic, leads, and conversions.

Why choose us for paid social?

From research to planning or strategy to KPIs, as a performance marketing agency, we are all about measurable results. When it comes to paid social media advertising, granular targeting and reporting are not only possible, but one of the best ways for advertisers to learn more about their customers’ needs and behaviours.

Maximise Your Budget

We allocate our client’s budgets based on channels, looking at performance across a wide mix of platforms and comparing this against your chosen performance indicators. We ensure every channel is always optimised, so your campaigns get the best possible results.

Experts in Mobile Acquisition Strategies

We specialise in mobile acquisition campaigns, leveraging social media platforms to bring back the best possible results. We test many new platforms and adtech partners to ensure we always make the most out of this channel and deliver the best outcomes for our clients.

Data Dashboards

The data we get from our clients’ attribution tools helps us understand where conversions are coming from, reporting insights down to a minute level in an easy-to-understand dashboard. We give you total visibility on what is working, and which platforms drive the best results.

Content Creation

We will work with the creatives and concepts that are provided by you, to create and execute impactful performance-centric campaigns that follow the best practices to ensure they perform strongly on social media platforms, maximising the return on your ad spends.

Frequently Asked Questions

How effective is paid social in general?

The high active user base, rich data and precise targeting opportunities provided by paid social platforms make them the perfect channel for marketers to reach their audiences. Social media platforms are great for driving scale and efficiency – they’re very effective to drive user engagement and can be used in combination for maximum performance.

What are some paid social advertising KPIs or benchmarks we should know about?

KPIs vary by client but some relevant ones are

1. Awareness – Reach, Video Views
2. Consideration – Website Visits, App Opens, Registrations
3. Conversion – Purchase, Sales

What social networks do you advertise on?

We have partnerships with all major social platforms globally including Facebook, TikTok, Twitter, LinkedIn, Snapchat, YouTube, Pinterest and more.

What is the most effective social network for paid advertising?

This depends on the market, industry, product category and target audience you are marketing to. The share of spends between the various social networks varies according to each advertiser and its objectives.

What are some examples of paid social ads?

Some examples include:

1. Facebook – In-feed Images & Videos (Carousel Ads, Collection Ads, Playable Ads), Stories, Reels, Video In-Stream
2. YouTube – Skippable Instream Ads, Non-Skippable Instream Ads, Bumper Ads, Masthead Ads, YouTube Shorts
3. TikTok – In-feed, Spark Ads, Top View, Top Feed Ads, Branded Effects Ads, Hashtag Takeover
4. Twitter – Sponsored Tweets, Text Ads, Image Ads, Video Ads, Carousel Ads, Moment Ads, Follower Ads, Trend Takeover, Timeline Takeover, Amplify Sponsorships, Amplify Pre-Rolls

What are the advantages of paid social vs organic social?

Organic social efforts are great to start with and offer brands an opportunity to establish a robust social footprint up to the point where the performance of such campaigns plateaus out in reaching newer audiences. It is advisable to turn to paid social when such a threshold is reached. Paid social ads offer marketers an opportunity to:

1. Ensure their ads are served to the right people in the right place at the right time
2. Derive valuable insights about how users engage with their advertisements
3. Maximize the rate of user acquisition by tweaking ad / creative copies
4. Achieve cost optimisations (Cost per acquisition) through consistent A/B testing