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Paid Social
Project type
Paid Social Strategy
Date
May 2023
Role
Provide social content direction, optimize meta ad campaign performance and create ad content to drive social engagement and online sale.
Challenge
Serving both awareness and online sales purposes can sometimes be contradictory.
Solution
Apply Meta Ad Campaign Restructuring with Best Practices:
1. Strategic Content Scheduling & Timing:
Separate content types and run on different workdays to avoid duplication. Post awareness content on Mondays for high traffic; focus on engagement content on Fridays due to lower readership.
2. Maximize the initial organic traffic:
Organic content usually drives traffic for about 3 days, then declines. On or around Day 3, or once observe organic reach diminishing, strategically boost or promote the most successful organic posts.
3. Leverage Organic Engagement for Retargeting:
After accumulating a base of organic traffic and interactions (e.g., video views, post engagements, profile visits), create custom audiences in Meta Ads Manager. Then, deploy dark post ads (ads that don't appear on your organic feed) specifically targeting these engaged audiences.
Result
Conversions +55% YOY, CPA -50% compare to the same industry
Description:
Our objective is to strategically leverage organic social content to drive awareness, engagement, and online purchases through Meta Ad campaigns. This approach not only outlines a robust content strategy, but also identifies the optimal point to maximize organic traffic and cultivate an engaged, non-paid audience before commencing paid advertising spend.
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