Paid Social Advertising at Growth Pilots

We have been leveraging Facebook ads for performance marketing before the days of automated bidding and we have our proprietary Facebook bidding technology to prove it. We have continued to adapt our approach and expand our paid social channel offering as the platforms have constantly evolved over the years.

Our paid social team helps our clients identify and reach their customers at each stage of the marketing funnel while targeting them with the right ad format and creative to get them to the next stage, ultimately focusing on driving end-of-funnel conversions.

We have been leveraging Facebook ads for performance marketing before the days of automated bidding and we have our proprietary Facebook bidding technology to prove it. We have continued to adapt our approach and expand our paid social channel offering as the platforms have constantly evolved over the years.

Our paid social team helps our clients identify and reach their customers at each stage of the marketing funnel while targeting them with the right ad format and creative to get them to the next stage, ultimately focusing on driving end-of-funnel conversions.

Paid Social Advertising at Growth Pilots

Supported Channels

We have expertise and support for all of the major paid social advertising platforms, including Facebook and Instagram ads, Snapchat ads, Pinterest ads, Quora ads, Twitter ads, LinkedIn ads, and Reddit ads.

Facebook Ads

Instagram Ads

Snapchat Ads

LinkedIn Ads

Quora Ads

Pinterest Ads

Reddit Ads

Strategy and Approach

We take a full-funnel approach to search, segmenting keyword themes based on intent level and reaching prospective customers at the various stages in the journey to conversion. Each stage of the intent funnel is treated differently and often requires a different approach from the others.

Upper Funnel

  • Broad “no-audience” targeting
  • 6% + lookalike audiences
  • Broad interest & behavior targeting

MID Funnel

  • Narrow interest & behavior targeting
  • 3rd party audiences
  • 1-5% lookalike audiences

Lower Funnel

  • Pixel-based remarketing
  • Custom data audiences

Creative and Copy Development

We develop engaging creatives that are based on target customer personas and optimized for conversion based on our insights from testing thousands of creatives across 120+ clients and every vertical you can imagine.

We develop highly-tailored creatives at a granular level to ensure that each audience is paired with a relevant creative, which leads to maximum click-through rates and conversion rates.

Tracking Infrastructure

We understand the complexities around conversion tracking and we take a proactive approach to ensure that each client has the correct tracking infrastructure in place so we can properly report and measure results.

We are a highly technical team and we can help architect new conversion tracking setups or fix existing setups that are inaccurate. From conversion pixels to mobile app measurement partner events to internally-tracked conversions – we can support and help navigate it all.

Account Structure

Our account structures vary based on multiple factors such as platform, vertical, bidding strategy, and budget level. The least common denominator is that all of our account structures are built with both optimal performance and granularity in mind.

For paid social campaigns, we tend to favor segmented ad sets within campaigns that are themselves segmented based on the audience targeted.

Testing and Optimization

We have a rigorous framework for testing and optimization at all levels.

We think about optimization in the context of the following pillars for paid social:

Creative Optimization
Bid Optimization
Budget Optimization
Audience Optimization
Segment Optimization

Reporting

We leverage our own proprietary, real-time reporting dashboard to track in-platform metrics as well as any off-platform metrics, which can be imported from any third-party system or internal database via our API. We also provide custom reports based on each client’s specific needs.

Learn more about Paid Social at Growth Pilots on our blog: