As Agency of Record (AOR) for client digital accounts, we implement and execute paid social media marketing campaigns. These paid social campaigns also include their related counterparts including Search marketing, PPC (Pay-Per-Click, or CPC cost per click), Social Media Advertising and Display Advertising. To ensure that we are stretching budgets, we conduct strategic planning before executing digital campaigns.
Our PPC (Pay-Per Click) services include paid search ads, display ads, YouTube ads and other video on the Google network; re-targeting campaigns, social media advertising (Twitter, Facebook) and mobile display and video. We also offer search marketing expertise in-house.
We Drive Conversions Through Paid and Earned Media
With all of our campaigns, we seek to drive tangible gains on digital business objectives. Our responsibilities include the design, configuration and evaluation of optimization activities such as A/B tests, targeted campaigns, and automated campaigns. We use Google Analytics to and Google Tag Manager to track KPIs across platforms so that we can incrementally improve visitor engagement and conversion.
Our Data-Driven Approach
There’s a lot of data out there. On a best efforts basis we collect data pertaining to the web properties of our clients through Google Analytics and in-app measurement mechanisms to monitor new and returning visitors. We set goals and report on journeys (clickthroughs and visits) happening across social and the web. Our clients receive detailed KPI reports every month so that we can comment on our progress and seek improvements on a continuous basis.
Our approach is to work collaboratively with our clients to plan, implement, and measure effective online marketing campaigns that often begin with social but may also include a search marketing and/or Pay-per-click component. These multi-channel digital media marketing campaigns include campaign performance reports consisting of search, display, paid social video and mobile KPIs.
We monitor all ongoing paid campaigns on a daily basis to keep track of conversion issues so that we may change course if necessary. Real-time troubleshooting often identifies “glaring problems” that lead to new opportunities.
Testing Our Hypotheses
We will often have a hypothesis (or several) about what might work better for a campaign already in progress. The theory may relate to something simple such as changing a colour or re-positioning an on-page element. We implement A/B tests until we can gather enough data to support a conclusion. We are surprised at how often our initial gut-reactions are incorrect.
Our strategies are designed to increase the volumes of leads at the top of the so-called “funnel” and eventually convert to a desired action at a later date. Overall, we seek to lower the cost per acquisition and facilitate conversion while not overspending in highly competitive markets.
More Social Media Marketing Services
Coming soon: Why is your PR firm still doing your social media?