Great Audiences + Great Creative = Results

When it comes to social media marketing on Instagram and Facebook, the two most important elements are the audiences that are being targeted and the creative used to target said audiences. While there is an endless array of creatives that can be used, target audiences fall under one of two categories – cold or warm.

The cold audience is one that hasn’t seen or engaged with your content or your website before. It is generally a large audience and sometimes referred to as upper funnel. The warm audience on the other hand are people who have already engaged with your content, your website or perhaps even supplied their contact details.

At Search Rescue, when we create social media advertising campaigns, in order to deliver the best value for your dollar, we target a mix of cold and warm audiences.

Warm audiences can include anyone who has been to your site, current Facebook fans, existing clients from your database, previous buyers, people who have interacted with your posts and other warm signals.

To reach your Cold Audience, we target users based on interests, demographics, friends of fans, lookalike audiences and other online behaviours.

For lookalike audiences, we take your war audiences and enable Facebook to create lists of people who have similar attributes and run ad sets targeting them. Because Facebook retains so many traits and characteristics about each and every one of its users, the lookalike audiences are exceptionally accurate. Therefore Facebook lookalike audiences are an incredibly powerful way of opening up your sales funnel further to drive additional, incremental sales and leads.

Within social media marketing Search Rescue offers a range of different services, including website clicks, like campaigns, e-commerce campaigns, catalog ads and Facebook lead ads. We tailor our campaigns to the individual business by choosing the appropriate campaign type, audiences and ad creatives for best return on investment.

Now that we have the right audiences to send a message to, we need the right creative for impact and action. Facebook (and Instagram) offer several ad creative options. The most successful and commonly used options are single image ads (static), image carousels and video (which can be included as carousel frames).

Leads Ads can use any of the above creative options but instead of the ad clicking through to your website, it opens up a frame within Facebook with pre-populated fields of user data (usually name, phone number and email address) such that when the user submits the lead form, all of that data (including any additional questions you ask) is sent to you as a lead.

Catalog Ads are an option particularly popular with eCommerce clients whereby (just like Google Shopping) a feed of products is pulled from your website and these serve as frames within an ad carousel which also automatically include product titles and prices. The great thing about catalog ads is that as you update your products and prices this data automatically updates in Facebook on its daily data fetch.