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Driving sales through Paid Social

Posted 23.02.20

Social media platforms offer brands an alternative method to advertising their content and driving conversion, but is clicking the ‘boost’ button under your post enough to drive an increase in sales, or does it seem too good to be true?

Imagine being a well-established concert ticket seller, or a film producer encouraging people to make a booking for your next big premiere. In these situations, social media platforms can be the perfect place for your campaign. Unlike outdoor advertising, learning from user behaviour on social media can go into great depth, which can get your ads to reach the right people to respond to your call of action.

Here are a few steps to consider while tailoring your approach:

Identify your KPIs
Having a measurable goal to aim for is the best way to observe whether your promotional activity is building up to the number of conversions you want to reach for a specific time frame.

It enables you to optimise the spend between each one of your ads across the different social media channels depending on their performance. In one scenario all of your content performs well, however, in others your spend can be focused on the ads that outperform others to reach maximum value for spend.

Create different target groups
Paid social allows you to target people based on their lifestyle, device usage, habits and so much more. Use that opportunity to build the ideal match between your event and your audience based on their interests.

In this way, you will only reach people who are most likely to engage and make a purchase since they’ll already be interested in your products.

Complete the funnel
A relationship between brands and consumers online needs to be nurtured. Before you proceed to driving conversions to allocate a portion of your budget to promote content that generates awareness, engagement and then conversion. In other words, provide value before you request action.

Test, Learn, Optimise
Paid social offers the option to make constant changes on ads in order to reach the set KPIs. Use this opportunity to test reaching different target audiences, ad formats (e.g. image, video, gallery, etc;) and user actions. Learning from ad performance will be your guide towards more strategic thinking and optimising.

Advertising on social platforms is entirely based on learning from both your paid and organic social media activity. It helps you identify where, how and when to engage with the right audience to generate the ultimate number of conversions for your campaign.


Stoyan Minkov – Paid Media Executive –
Wilderness Agency