3 Ways to Use Your Social Campaigns to Boost FieldTest Campaign Performance in Q4
As the year’s end draws closer many advertisers are ramping up their marketing budgets across social media platforms in anticipation of the huge shopping season to come. It’s true that Q4 holds the single most consequential shopping season of the year and signals a significant boost to annual advertising ROI for brands. This year promises to be especially fruitful for online brands as retail still struggles to maintain footing and online sales are skyrocketing to new heights.
For many advertisers this opportunity begs the question, how can I take advantage of all the tools at my disposal in order to maximize my Q4 marketing spend? Here at FieldTest we believe that a successful campaign is one that takes a broad approach and applies learning from all verticals in order to make the smartest decisions with future ad spends. We don’t see our display advertising platform as competitive with your social spends, but rather as an equal part of your broader marketing stack. We believe that the audiences and performance metrics you unlock on social media can help you run a FieldTest campaign that is much more effective, and vice versa. This week, we’ll run down the top 3 ways you can use your existing social media spend to boost FieldTest campaign performance. Let’s get started!
Really get to know your customers
Think of your upper funnel digital media budget like this: every dollar spent goes to the greater good of better understanding who your customers are. Whether you gain these learning on the FieldTest platform or social platforms like Facebook and Snapchat, your customer data will be important applicable across all elements of your marketing stack. For example, if you have spent time and money figuring out what audience segments are working best on Facebook, then you can easily take that same knowledge and apply it to your FieldTest spend. Even though the audience segments you are targeting in Facebook are proprietary to that ecosystem, FieldTest can help you find the corresponding audiences that match on our end quickly and easily through our platform or through custom audiences built by our Platform Plus support team. This is extremely valuable because it means that as long as you are spending on marketing in one platform, you’re never starting from scratch. We can continue to build off of the audiences that are responding best to your product or service and, in most cases, help mine those audiences for even more helpful data that will get you closer to your best performing customers.
2. Take note of your most impactful creative
Have an image or phrase that is performing off the charts on Instagram? Load it into FieldTest’s platform and test it out! When working towards finding or expanding your core audience, chances are great that your potential customers you are finding outside of social media are going to find the same ads compelling.
On the off chance they don’t, you will notice it pretty quickly. FieldTest’s 24/7 live campaign review dashboard makes it easy to monitor your campaign performance and make changes on the fly to either correct issues or continue successes. A lot of FieldTest customers spend their first month or two by A/B testing creatives to find out what works best with their audiences on the open web. It’s a great way to try several image and headline combos that drive to the same page to see which one is performing better. We subscribe to the old motto “You won’t know unless you try”, so have fun discovering potential new powerhouse creatives. You don’t have to burn a lot of budget before you are able to tell which ones are working the best.
3. Your purchase data holds the key to more purchases
Let’s talk again about that secret weapon of FieldTest campaign targeting: the Lookalike Audience (or LAL). When a customer buys something from your site, the FieldTest purchase pixel that we give you at the outset of your campaign registers some important information that is incredibly valuable. In aggregate, this data will start to paint a picture of your strongest customer profiles. While it's important to note that the data captured is done anonymously, taken as a whole you can start to notice similarities. For a simple example, imagine an athletic shoe brand targeting daily runners for a new sneaker launch. After enough purchases have registered, we discover that a large chunk of these customers have also recently visited sites that talk about the best hiking trails in their area. Well now the client can add a ‘Hikers’ audience segment into their targeting to help expand their current targeting and get in front of more potential buyers.
This LAL isn’t just built off of purchases that FieldTest has helped convert. Any purchases driven, whether it be from your Facebook, Instagram, Snapchat, TikTok ad spends, organic purchases, or even orders driven by specific social media influencers will be logged and tracked by the FieldTest pixel. We will never take credit for any conversion we haven't driven, but by tracking every single conversion on your site we will begin to build a complete picture of the consumer intent around your product and use it to build high-powered custom LAL audiences to expand your reach and keep the conversions coming!
Here at FieldTest we want every brand who comes to us to succeed in scaling their conversions and building a full-funnel marketing stack that really works. That’s why we don’t shy away from recommending social media spends to our clients who are looking for effective top of funnel traffic drivers for their ad funnels. We know that every dollar spent in social media brand awareness helps to make your mid and lower funnel FieldTest display ads perform all that much better, especially when you follow the guidelines outlined above. If you put down your FieldTest tracking pixel early, watch your performance data and think creatively about applying social media wins across your marketing stack we’re confident you’ll be in a great position to have a highly successful and highly profitable Q4