PAID SOCIAL ADVERTISING AGENCY

Paid social is another word for advertising. We place ads on social media platforms, such as Instagram or Twitter, and target our desired audience, in order to achieve certain marketing objectives

Almost all social media platforms offer self-serve ad platforms. You can create an ad account, and set up a campaign according to your goals. You then choose from various settings – such as audience, campaign duration, daily budget, ad visuals and written copy. Once live, you can change these settings to optimise your spend.

Paid social ads can help you reach new audiences – whether you are looking to reach a broad audience or target a niche demographic. It can also help re-target existing customers and promote your latest news or promotions. With dozens of major platforms to choose from and various types of adverts, most businesses find paid social media advertising helps achieve their business goals.

It depends! Costs vary depending on your region, ad objective, and campaign performance.

You choose ad objectives based on your goal, so if you’re looking to reach a large audience, choosing an Awareness campaign may have the lowest CPM (cost per 1,000 impressions).

Or, if you want to drive website purchases, a Conversion campaign may have the cheapest CPA (cost per action e.g. website purchase) but a higher cost to reach those users.

We use tools to see: where your target audience (new users or existing customers) are spending their time online; and what platforms your competitors are using to grow or protect market share.

We can also advise on test campaigns to run to split-test which platforms can help drive results. If you already have historic data, we can audit your previous performance to determine whether investing in TikTok, Meta or Pinterest (among others) is the best for your business.

Creative is one of the most essential components of any advertising campaign. Users scroll past content quickly – so your visuals need to grab attention. Brands should experiment with their creative, and implement tests, to understand what is working the best.

Hiring an agency for paid social ads can save you and your business valuable time. Agencies can tap into existing platform expertise, such as what creatives and audiences work well, to ensure that any spend on the platform is well-optimised. They can also liaise with account managers at platforms, to troubleshoot issues or get your company whitelisted to test a new feature.

No marketing channel exists in a silo – least of all paid social. This kind of advertising sits across the whole marketing funnel, and but not usually a final touchpoint in a user’s journey.

We work with in-platform data and tools like Google Analytics for daily optimisations and reporting. We also leverage real-world data (such as actual sales or cost of sale) to see the halo effect of investing in paid social. This can be paired with geographical holdouts, lift studies and more techniques to understand the true impact of your spend.

Where possible, Impression also recommends investing in data science alongside your marketing activity (e.g. econometrics and media mix modelling) for a holistic understanding of your entire marketing mix.