Social Media Advertising
At QUISMA, social media advertising means: Granular targeting options on real databases and customised optimisation algorithms, tailored to the individual customer’s KPIs. Our partners ensure that your social media advertising strategy is successfully implemented in the process. You benefit from state-of-the-art proprietary technology, certified by Facebook in the context of the Facebook marketing partner programme.
Technology:In social media advertising, the quality of your campaign control stands and falls with a powerful technology. Specially developed by our partner agency for this purpose, the proprietary control technology offers workflow automation, predictive optimisation, deep data integration and fast, comprehensive reporting tools for your social media advertising. Our partners use certified Facebook technology to identify first-class target groups, allowing efficient workflow management and, in turn, maximising your ROI marketing for Facebook & Co.
Optimisation:For the social media channel, a consistent and deep granular optimisation of the campaigns independent of the campaign target is the secret to success. This is where automated bid algorithms come into the game and are equally as important to the campaigns as the detailed perspective of our experts. An independent ad server is used in parallel, allowing QUISMA to integrate your specific KPIs into the campaign optimisations.
Insights:Across the relevant target groups, the granular system of the campaigns also allows deep insights into the performance of these target groups. The detailed analyses and observations provide valuable input for a more precise control of other digital channels.
Targeting:Reaching not just anybody but getting to exactly the right people – this is also the challenge social media advertising faces. Precisely why we focus on a very granular targeting set-up, based on real data to generate performance values at a deep level and to draw conclusions on high-performance target groups. Our targeting results will convince you.
Case Study Social Media (industry: TelCo)
Initial situation: In addition to the existing main sales channel, new capabilities were to be developed for the sale of prepaid SIM cards by using display ads via the social media advertising sector. The aim was to reach a scalable CPO through widespread use, particularly on the Facebook platform, that is 25 % below the display benchmark.
Implementation: By setting up a granular target audience grid along relevant interests and demographics, non-performing target group segments could be quickly discarded. Other optimisation levers were to place ads in mobile news feeds, special types of bidding and to address users via custom audiences from website visits, CRM data and their statistical twins.
We decreased the CPO by 61 % compared to display advertising, using all relevant direct response instruments on Facebook. We applied the gathered learnings from social to other display channels as the granular evaluation of the target audience revealed new target groups.
Case Study Social Media (industry: Cosmetics/Beauty)
Initial situation: Video content is to be placed in a target audience that is highly relevant to the customer (users with explicit interest in high-end products in the cosmetics and beauty sector). Through engagement such as shares, likes and comments as well as video views, the objective was to optimise target group engagement as much as possible. More specifically, the aim was to reach engagement rates of 5 %, whereby parallel target setting in terms of contact pressure/OTS also existed.
Implementation: A selection of target-relevant interests was to be carried out via clusters in the beauty and shopping, beauty blogger, celebrities and cosmetic product sectors. In addition, the contact pressure was to be precisely controlled via Facebook’s reach and frequency product. Good engagement values were already generated prior to optimisation by means of appealing cinemagraph-creative in connection with the Facebook autoplay feature and were able to be further enhanced with the help of esome’s optimisation logic.
The engagement rate of 11.2 % exceeded the customer’s high expectations – with a simultaneous OTS plan. The latter allowed the analysis of the campaign in the context of a cross-channel GRP analysis, whereby Facebook was able to generate a below average CPP of around 30 %.