Tips for Segmenting your Paid Social Campaigns
Katy Lucey, Senior Paid Social Account Manager at Elite SEM elaborates how as social media platform grow in importance for brands, you might think they are simply “set it and forget it” since they have lots of targeting options and plenty of reach. But for optimal success you should segment some of those standard universal audience choices to help lift your performance
The key to scaling your paid social efforts is by segmenting campaigns in order to increase spend and drive efficiencies as you grow. Depending on budgets and goals, there are many different options for breaking out campaigns, but here’s a guide to some key ones to try out.
Most social channels have their own individual algorithms that help drive optimizations based on objectives set at the campaign level. Since this is the case, it’s important to make sure your campaigns are segmented out based on what is the main goal. If you are trying to drive website traffic, make sure your campaigns have a website clicks objective. On-site conversion campaigns should be set up as such. This will allow greater ability to allocate budget to the goals that are the most important.
Combining mobile and desktop placements in the same ad grouping is often the best and most efficient way to set up your campaigns, especially if your goal is driving off-site traffic or native ad interactions. However, if you are doing any type of retargeting to drive on-site conversions, breaking mobile and desktop out separately is going to be the best way to drive efficiency and growth. While mobile is a great tool for discovery, desktop conversion rates are typically higher. By increasing budgets and bids to desktop-only ads, you can drive additional conversion volume.
Audience segmentation is important if you want know who in your target groups are converting and be able to optimize towards those users. Segmenting by audience — individual custom audiences, interest sets, behaviors, etc — give your levers to pull to help increase performance and optimize and scale effectively. For advertisers with bigger budgets, breaking out by age, gender and location will give additional levels of granularity to capitalize on.
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