Figuring out the most effective way for a brand to reach their social media audiences with ad campaigns can often feel like trying to put together a jigsaw puzzle with a missing piece.
According to a 2018 Pew Research Center survey, the average American is on at least three social networks. Then, consider that those platforms offer a variety of different advertising options, and that every brand’s audience is unique. Trying to get a holistic view of what’s working can feel like an overwhelming, if not insurmountable, challenge.
It doesn’t have to, however. With ListenFirst’s Paid Analysis, brands can get context necessary for understanding how paid, earned, branded, and organic channels are performing relative to each other and how to better target social media ads. Here’s an example of how the feature can help brands optimize their social campaigns.
The Pain Point: Hackensack Meridian Health was allocating spend towards paid social content, without any real insight into whether it was actually driving more business than their organic content. They needed to ensure that they weren’t wasting money on low-performing social strategies
The Solution: ListenFirst provided Hackensack Meridian Health with one central location where they could see the performance of all of their Facebook, Instagram, and Twitter ad campaigns, alongside all of their social activities. With this, Hackensack Meridian Health could understand which channels, ad types, campaign objectives, and ad content (including boosted and dark posts) were most successful.
ListenFirst’s Paid Analysis offers a number of benefits not featured in social media networks’ native analytics, such as key metrics like Engagement Rate and Cost per Engagement on Facebook and Instagram, and counts of New Ads on Twitter.
Additionally, you can see the performance of multiple cross-platform ads accounts both on the individual brand level, and rolled up to the parent level, and export all available metrics with one click of a button and no configuration needed.
The Result: Brands utilize ListenFirst’s comprehensive organic, branded, earned and paid media analytics and insights to understand which social channels and strategies will drive their business objectives going forward.
Conclusion: When it comes to paid social campaigns, brands need to get more information quicker and, as Hackensack Meridian Health’s experience illustrates, ListenFirst’s Paid Analysis feature is able to deliver. With ListenFirst, you can access all of your social ads data across Facebook, Instagram, and Twitter in one place, and with more context than what native analytics provide. Through this analysis, ListenFirst provides you with the needed edge to make sure your social campaign stands out. Learn more by requesting a demo.