15 stats that capture the evolution of retail media networks
A roundup of research that paints a picture of the growth, but also the context for the growth, in retail media.
Social Media Advertising Execution: A Checklist
Social media is a fast-moving space, and the ongoing changes mean brands must keep an eye on the different platforms and the ways they can monetise their audiences and features. Success in today’s paid social world hinges on brands re-evaluating how they gather data and how they target and track users. Chiefly, brands must prioritise […]
Evaluating Social Media Advertising Campaigns
After measuring the performance of a campaign, it is time to report the results to the rest of the business. Reporting allows advertisers to take stock of their performance and share that information with relevant stakeholders. This chapter outlines best practice for reporting, including how to present campaign information and with what frequency. Reporting basics […]
Measuring Social Media Advertising Campaigns
Measurement is the best way of determining whether social media advertising is performing as expected and is delivering the desired results. Whether it is a brand or direct response campaign, it is important to analyse whether the activity has been a success. Measuring campaigns There are two key factors to remember when reviewing campaign performance: […]
Optimising Social Media Advertising
Once the brand’s paid social media campaigns are up and running, it is time to start thinking about how to optimise the approach. This chapter outlines the tactics for optimising a paid social ad campaign strategy. Optimisation approach Optimisation can seem complex, but it is simply testing different targeting, bidding and creative options to see […]
Managing Paid Social Media Advertising
Ongoing testing and optimisation in social media helps to achieve incremental improvements on campaigns. As the social media landscape changes and competition increases on each platform, it is important to continually innovate and test new strategies. Thinking about how to test and optimise campaigns before establishing a clear measurement framework helps to ensure that advertisers […]
Building Social Media Advertising Campaigns
After establishing an audience, the campaign’s objective, which KPIs to follow and the creative to use, there are some technical considerations to take into account before brands can start building the campaign, which are covered in this chapter. Pixels For advertisers to get the most from their social media advertising platforms, they must understand what […]
Social Media Advertising Execution: A Summary
Social media advertising is a subset of digital advertising. It refers to the placement of advertising on social media platforms such as Facebook, Instagram, X (formerly Twitter), LinkedIn, Snapchat, TikTok and Pinterest. It is connected to influencer marketing, with many platforms offering tools for influencers and brands to highlight commercial partnerships in a compliant manner […]
Social Media Advertising Strategy: A Checklist
Social media is a fast-moving space, and the ongoing changes mean brands must keep an eye on the different platforms and the ways they can monetise their audiences and features. Success in today’s paid social world hinges on brands re-evaluating how they gather data and how they target and track users. Chiefly, brands must prioritise […]
Ad Creative for Social Media Advertising
Effective creative is core to a successful campaign. This includes the copy that is used as well as any imagery or videos. Good creative gets cut through in competitive environments. If audiences are at the heart of a paid social media campaign, it is crucial that the creative appeals to them. In the same discussion […]
Bidding Strategy for Social Media Advertising
Ad buying on social networks mostly works on an auction model through self-serve. Social platforms decide which ads to run based on this auction. To avoid paying too much, or their ads not showing at all, advertisers need the right bidding strategy. This chapter outlines what to consider when selecting a bidding strategy. Advertisers buying […]
Segmentation and Targeting for Social Media Advertising
Social media platforms offer brands various options for targeting different audiences. The key to success, however, is understanding those audiences’ behaviours, desires and pain points. This chapter considers the importance of audience segmentation before outlining different methods of audience targeting. Audience segmentation As with all marketing campaigns, it is important to be clear about the […]