The key to scaling your paid social efforts is by segmenting campaigns in order to increase spend and drive efficiencies as you grow. Depending on budgets and goals, there are many different options for breaking out campaigns, but here’s a guide to some key ones to try out.
Most social channels have their own algorithms to drive optimizations based on campaign level objectives. Therefore, it’s necessary to apply your main goal to the segmentation process of your campaigns. Focusing on the main goal will help centralize how you allocate your budget, for efficiency.
Combining mobile and desktop placements in the same ad grouping is often the best and most efficient way to set up your campaigns, especially if your goal is driving off-site traffic or native ad interactions. However, if you are doing any type of retargeting to drive on-site conversions, breaking mobile and desktop out separately is going to be the best way to drive efficiency and growth. While mobile is a great tool for discovery, desktop conversion rates are typically higher. By increasing budgets and bids to desktop-only ads, you can drive additional conversion volume.
Audience segmentation is important if you want know who in your target groups are converting and be able to optimize towards those users. Segmenting by audience — individual custom audiences, interest sets, behaviors, etc — give you levers to pull to help increase performance and optimize and scale effectively. For advertisers with bigger budgets, breaking out by age, gender and location will give additional levels of granularity to capitalize on.
Whether you have a big or small budget, these tips can help you advance your paid social campaigns in lasting ways. Optimize your goal-setting, device conversions, and understanding of target population needs. Check out our case study outlining how our Paid Social team tested Facebook ads to put San Antonio Spurs fans in the seats for more inspiring insight.
Interested in learning more about segmenting your Paid Social campaign? Read the original article on MartechAdvisor