Social Media Marketing (Facebook Ads, Instagram Ads, LinkedIn Ads ..)

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Performance social media marketing primarily encompasses paid channels such as Facebook Ads and Instagram Ads. But LinkedIn Ads, Pinterest Ads, and YouTube Ads also fall into this category.

Unlike SEA or SEO, social ads are push channels – the user doesn't necessarily have a need; on the contrary, they want to be bombarded with information on social networks. The goal of the ads is to awaken a need in users, namibia phone number data inspire them with the ads, and pique their interest. This makes it all the more important that you ensure your ads offer users a great user experience (Facebook will thank you with lower prices and better rankings).

Facebook and Instagram ads, in particular, represent one of the most powerful performance marketing channels in e-commerce, allowing you to specifically target new customers and measure the performance of your ads down to the smallest detail. In addition to CTR, you can also monitor KPIs such as video views (how many of the users reached watched your advertising video up to 25%, 50%, 75%, 90%, or 100%)? How many users viewed the product page? How many users added the product to their shopping cart, initiated a checkout process, or purchased the product?

Through split testing and strategic creative testing, you can approach the optimization of Facebook Ads in a very data-driven way and learn a lot about your target audience. Speaking of target audiences, the extensive targeting options (i.e., selecting your specific target audience based on demographic characteristics or interests) have made Facebook Ads very popular. However, the trend is now moving away from manual targeting and toward automation, because Facebook's algorithm is often much better at finding promising users based on its user data than we are.

KPIs such as ROAS or CVR allow you to precisely track the performance of Facebook or Instagram ads, but billing is based on CPM (cost per mille, the cost per 1,000 impressions).

Check out our article on the pros and cons of Facebook Ads here to better understand the uses of social media ads.