Question 1

How do I know if social media advertising is right for me?

Accepted Answer

So long as you have products/services that can resonate with specific audiences, social media advertising is right for you. Social is all about audience targeting and creative and often comes cheaper than Search and other channels. The challenge is deciding which social platform is right for you and how to reach qualified in-market audiences with the right creative+copy so you achieve the highest ROI and avoid wasting money. If you’re a B2B marketer, LinkedIn is likely your best bet. If you’re a B2C or E-Commerce marketer, you likely have a strong opportunity across most social platforms. The right channel depends mostly on which platform best enables us to reach your target audience effectively. After getting to know your business, products/services, and target audiences, we can recommend a prioritized plan for the best social platforms and ad formats that are most likely to deliver ROI in line with your budget. We also strongly recommend search and shopping (for e-commerce) as primary channels for most advertisers given everything is based on intent (people actively searching).

Question 2

What budget do you recommend I start with?

Accepted Answer

There’s no “right answer” to this question. However, through discovery calls and market research, we can identify the ideal budgets for you to choose from. The biggest factor for deciding on ad budget is whether or not you’ve run ads in the past. If you have, then we can align the correct budget based on historical CPA/ROAS performance in line with your ROI targets. If you’ve never run ads, we can identify average costs of acquisition by studying your competitors, and work backwards to identify what you’ll need to spend in order to hit your monthly ROI targets. The key is to build enough data that enables our team and AI-algorithms to optimize. Another factor is the 45 to 90+ day learning period needed to start hitting ROI targets. With that in mind, we recommend striking a balance between staying conservative (so you don’t waste money), while ensuring you spend enough to return at least 30+ revenue-centric conversion events per month. As an example... if it costs $100 to acquire a new customer, we’d recommend you start with a budget of at least $3,000 per month (30 customers/month x $100 CPA).

Question 3

What are the keys to success for social media advertising?

Accepted Answer

The primary keys to success in social media advertising are audience targeting and image+video ad creative and copy. You have to segment campaigns intelligently by audience-type, product/service use-case, and stage of the buying journey. This ensures you hit each audience segment with relevant and compelling ads that speak to exactly who they are, their use case for your product or service, and their stage of the buying journey (discovery, consideration, or ready to buy). That said, landing pages and conversion tracking are the other critical components. Landing pages serve as the critical second-half of your ad funnel where users convert and become customers. Conversion events serve as the north stars that guide your campaigns. Your landing pages need to be segmented so that each page closely matches the audience, use case, value positioning, product, service, and/or stage of the buying journey targeted in each ad segment. From there, you need to have a streamlined conversion funnel for purchasing, sign ups, lead forms, calling, or downloading your mobile app. To guide your campaigns towards ROI, your conversion events then need to be revenue-centric. If you only track calls, forms, or page views, you’re not informing AI-algorithms on what truly matters (return on ad spend). This often leads to wasted spend, spam leads, and a net loss. For E-Commerce, we recommend going beyond website purchases to integrate lifetime value data so you optimize for higher value customers. For LeadGen, SaaS, mobile apps, and/or local businesses, we recommend only using online conversions where leads are qualified in some way (ideally by revenue). Separately, we recommend using offline conversions to pass back sales data so you optimize for ROI and real customers (and away from unqualified leads).

Question 4

How are you different from other advertising agencies?

Accepted Answer

To start, we are not a traditional agency. Our team is made up of current+former employees from all the major adTech companies. This means we have insider knowledge on what works, and that your account will never be managed by recent college grads or overseas contractors. We focus exclusively on net monthly advertising ROI with transparent tracking/reporting so we are always on the same page (shockingly, most agencies don’t). All we care about is results... and so should you.

Question 5

How long does it take to see results?

Accepted Answer

This varies heavily between different clients, industries, and ad channels. For example, if you spend a comfortable budget and offer smaller purchase value products/services, we can generally deliver ROI within 45 to 90 days. However, if you have long lead-times, high-ticket products/services, smaller ad budgets, or underperforming sales teams, it can often take upwards of 90 days. That said, we create ROI projection models for all new clients based on these factors. As a general rule of thumb, we typically say it takes 90 days with at least 30+ revenue-centric conversions in order for us to start hitting your desired ROI.

Question 6

Can you guarantee my results?

Accepted Answer

We cannot guarantee your results. What we can guarantee is that we will optimize and double down on what does work while cutting out what doesn’t. Achieving ROI targets requires constant optimization+experiments with real data to test and validate any strategy. Any marketer that guarantees results is selling you false promises. That said, so long as we have enough budget, data, and time to execute on informed ad strategies with iterative optimization based on real data, we can hit ROI targets for most any client with a confidence interval of 90%.

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How Top Down Advertising on Social Media Generated $8M+ in Sales for a Lingerie Brand Entering the US Market

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