Challenges
Beyond the normal challenges of setting up, monitoring and permanently adjusting the social media ads and the pay-per-click (PPC) campaigns, we had fun working on this project. We’re pleased that we were able to come up with a fresh audience targeting strategy across customised campaigns with tailored messaging. Thanks to our agile working style, we were able to quickly adjust ads, ad sets or ad groups to improve metrics’ evolution from week to week.
Strategy
Our main strategy was to find the right messaging for different audiences. Next, we made sure that the messages fitted the channel they were published on (Facebook, Instagram, or Google). Our focus was to reflect, through our copies, the differences in user behaviour across social media versus search. While the former is rather passive, driven by targeting, the latter is driven by active search intent. Finally, we knew from the start that a considerable effort would be required to constantly adjust the campaigns. This is why A/B testing and the week-to-week analytics provided excellent insights on adjusting aspects such as hook phrases, call to action, headlines, but also technical settings, such as budgets, timings, and keywords optimisation.
Guerilla Tactics Used:
Content Strategy
Audience Targeting
Ad Planning
Ad Optimisation