METRICS-FIRST MARKETING
Traditional advertising relied on speculation and educated guesses about best-performing demographics, messaging, and revenue-driving actions.
We weren't around for that.
MASTER FACEBOOK ADS WITH AUDIENCE TYPE SEGMENTATION
Many Facebook advertisers start backwards : spending a majority of budget on creative asset development and then approaching audience targeting as an afterthought. We believe in putting audience selection at the center of all strategy, because choosing who sees your ads is by far the most important decision you make as a Facebook advertiser.
INTEREST AUDIENCES
The widest net, these lists are based on actions taken and affinities expressed within Facebook & Instagram. If someone likes a page, joins a group, or updates their job title, this will determine which interest lists they live in - given change over time, this is only occasionally an accurate indicator of present intent.
Volume: High
Intent: Low
LOOKALIKE AUDIENCES
Created using targeting that "looks like" your customer base, Lookalike audiences are made with Goldilocks audience sizing & intent levels. The more you spend, the smarter the Lookalike AI optimization becomes, creating a positive feedback loop that forms of the foundation of the most scalable Facebook strategies.
Volume: Mid
Intent: Mid-High
REMARKETING AUDIENCES
Remarketing on Facebook is one of the most effective tools available in digital advertising, with the caveat that scaled spend for most brands is difficult given limited web traffic. The trick is to segment based on onsite action - with high-intent audiences given longer lookback windows, and general site visitor audiences given shorter lookback windows.
Volume: Low
Intent: High
LOWER YOUR CPA WITH GOOGLE ADS BID MANIPULATION
Google Ads auctioneering is a decades-old art that has seen countless shifts in the best-practice meta. Because of Google's massive yearly investment in its ad product, formerly successful strategies can become obsolete overnight. As a Google advertiser, consistent success is only possible if you're willing to adapt.
HIGH-INTENT KEYWORDS
There's a keyword set out there that perfectly describes your product or service. The problem: these keywords can be expensive, rarely searched, and overrun with competitors. Narrowing these with close match types, while leaving demographic targeting open-ended, can allow you to maximize your impression share on these top searches.
Goal: use quality score optimization to lower CPCs and keep conversion rates high.
LOW-INTENT KEYWORDS
Google Ads contains myriad targeting options based on income, demographic, in-market affinity, and more - so that the searched keyword is only ever a partial indicator of the searcher's aim. By using low-intent keywords in conjunction with these targeting options, you can avoid the most expensive ad auctions.
Goal: bid down on non-target segments to create a negative-space strategy that meets your customer wherever they are.