Paid Social Media Advertising

Social dynamics are changing on a daily basis. The way we interact with each other and brands has significantly changed in the last 10 years. With over 3.5 billion active social media users across the world, brands now have direct access to their target audience through paid social advertising.

With user numbers expected to increase as well as the time spent on social media platforms, now is the time to engage with your audience and increase your brand awareness, leads and sales. Partner with Capsule who understand how to get the most out of these social media platforms and what resonates with your audience to unlock new growth.

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    Our Approach To Paid Social Media Advertising

     

    Audience First

    Social media advertising is all about targeting specific audiences who are likely to be interested and buy your products or services. Before we do anything we take the time to understand your business, the wider industry and the competitive landscape. With this information in hand, we create customer personas including their likes, dislikes, aspirations, age and routines. This means your ad spend is focused on the audience that will engage with your ads and not wasted on people outside your audience.

     

    Matching Platforms With Outcomes

    With so many different social media platforms out there it can be hard to understand where to invest your ad spend to see the best returns. Our social media experts have a deep understanding of each platform, the audiences they attract and where the best return on investment lies. For example, if you’re looking to reach younger consumers Snapchat and TikTok can be the best channels. If you’re looking to reach B2B decision-makers then LinkedIn may provide the best results.

     

    Data Driven

    All of our ad campaigns are informed by the data from the social media platforms, your website analytics and heatmap tracking. We review all the data to drive decisions that we know will have a positive impact on the performance of your campaigns. When combined with our ongoing testing and refinement process it provides ever-increasing performance for your social media campaigns.

     

    Measurable Results

    Paid social provides easy to measure results within the platforms, reporting on the number of impressions, engagements, clicks and costs. We combine this data with your website analytics so you can see exactly how each group of ads are performing and how these users go on to interact with your website. Each month we report on the performance of the campaigns with a Google Data Studio dashboard and a call to walk you through the dashboard and answer any questions you have.

     

    Scroll Stopping Ad Copy

    Our paid social team works closely with our copywriters who create ad copy that makes people stop scrolling and take notice of what you’re saying. Your target audience will be more likely to take action and increase your return on investment.

     

    Eye-Catching Ads

    Our in-house designers create eye-catching, engaging ads that are perfectly sized for each placement on each social media platform. We also take advantage of high-quality photography of your team in action that really communicates what your business is about and shows a human side to the business.

     

    Ongoing Optimisation

    We don’t just set up an ad campaign and let it run. We are in your ad account each day reviewing, optimising and planning new tests on how we can improve the performance of your campaign. This ongoing optimisation provides an increasing return on investment that scales as your ad spend grows.

     

    Integrated Approach

    When you join Capsule on a digital retainer our digital team works closely together to make sure all of our digital marketing activity complements and informs the other channels. We take what’s working from your PPC campaign to inform us of potential new audiences that will convert. We take our findings from your paid social landing pages and apply our findings across your key SEO landing pages to increase conversion rates.

    Paid Social Media Platforms

    LinkedIn Ads

    LinkedIn might not be the first platform that comes to mind when talking about paid social, however, it’s the world's largest business networking platform with over 810 million members. It might not be the biggest social media platform out there but with its focus on businesses and professionals, it’s a great place to reach decision-makers and target specific job roles. We find LinkedIn is a great place for B2B businesses to attract the right kind of high quality leads they’re after.

    Facebook Ads

    Love it or hate it, Facebook is one of the biggest social media platforms out there based on nearly every metric out there. When it comes to paid social, Facebook ads are usually the first thing that pop into people's mind. With over 2.9 billion monthly active users it presents a massive opportunity for businesses to get in front of their target audience at a relatively low cost.

    Instagram Ads

    Instagram has over 500 million daily active users and is hugely popular with 18-30 year olds which makes it the perfect platform to target your Millennial and Gen Z audiences. Its highly visual nature makes it easy to showcase your products and entice potential customers. A range of placements including stories and the main feed combined with users' high engagement rate with Instagram makes it a winning formula.

    Twitter Ads

    With Elon Musk taking ownership of the platform we expect Twitter to go through a transition but it will still be the place to discuss events and breaking news. Popular with a range of audiences including business professionals and casual users, the content on the platform is mainly text-based. With our creative approach to digital marketing, your ads will stand out and get users to take action on the content they're talking about and interacting with.

    TikTok Ads

    Utilizing the latest social media platforms effectively can be challenging, especially as they keep rolling out new advertising features. Our paid social team are always learning how to effectively harness the power of the latest platform which is why we produce unbeatable results on TikTok. With over 42% of users aged 18-24 and the average time spent on TikTok at 52 minutes per day, it’s one of the best platforms out there to reach Gen Z.

    Snapchat Ads

    Snapchat ads have become more and more proficient over the years and are now one of the most sophisticated forms of advertising to the younger generation. Whether you want to geo-target an event, premises or area of interest or target your audience on a global scale, Snapchat can do just that.

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    We work with a wide range of clients from international corporations to local independents and charities.