AUDIENCE-SPECIFIC SOCIAL CAMPAIGNS

Paid Social Advertising

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SERVICE OVERVIEW

From Facebook and Instagram to TikTok and Snapchat, the youth audience spends over 2.5 hours per day on social media. However, algorithms, competitors and fatigue stand between you and their attention.

Glacier has the experience and know-how to target, engage and influence the youth demographic, eliminating wasted media spend.

YOUTH AND
GEN Z

We spend hours researching youth and gen z to understand where they spend their time on social and the best ways to deploy ad spend.

PROPER TARGETING SELECTION

Selecting the proper target markets on Instagram, TikTok, and other social platforms is a science in itself. Our team is constantly testing new targeting opportunities to see what works.

PLATFORM
INTRACASES

With the changing landscape of social media advertising platforms, our team stays on top to what is new and where attention can be gained.

CONVERSION TRACKING AND OPTIMIZATION

Ensuring all your digital advertising components are speaking to each other is essential to long-term success. We keep everything under one roof to ensure media dollars are maximized.

UNIVERSITY OF PRINCE EDWARD ISLAND

"I've seen an increase in engagement with our website and an increase in the number of leads. After working with Glacier, our growth rate went from -2.7 YOY to +112.8 YOY in May. This didn't happen overnight, but as soon as we started the campaign I saw a steady increase in the number of leads, and growth rate went from negative to positive to triple digits in a few months."

FREQUENTLY ASKED QUESTIONS ABOUT PAID SOCIAL ADVERTISING

What social media platforms do you recommend we use?

The Glacier social team are experts in leveraging all the major social media platforms. Seeing as Glacier specializes in youth marketing, the primary platforms leveraged are TikTok, Snapchat, Instagram, YouTube, Spotify and Facebook. Just because all of the platforms are "available" to you, it doens't mean they are all a good fit for your goals. We will determine the best deployment of your ad spend to reach your target audience and maximize return.

What is retargeting?

Retargeting is the concept of serving advertisements to potential customers who showed interest in your products/services, but did not convert. More often than not most of your traffic bounces away from your site without ever converting. Retargeting aims to get those same people back on your website by displaying relevance ads on their social feeds to reengage them.

What is TikTok advertising?

TikTok is the fastest growing and one of the most popular social media platforms on the planet. At Glacier, we were one of the first agencies to be granted ad platform access. This has allowed us to spend a significant amount of time learning the ins and outs of how to run successful campaigns.

TikTok offers a range of ad formats, including in-feed ads, top view ads, branded hashtag ads and brand effect ads.

TikTok also has options to build custom audiences based on web traffic, ad engagements, and much more.

What is Instagram advertising?

Instagram is the most popular social media platform on the planet. Instagram advertising is method of paying to post sponsored content on the Instagram platform to reach a larger and more targeted audience. While there are many reasons a business or individual may decide to advertise, Instagram advertising is often utilized to grow brand exposure, website traffic, generate new leads, and move current leads down the funnel (and hopefully towards converting).

What is Facebook advertising?

Facebook has the highest rate of daily active users across the world, with thousands of unique communities to tap into. When advertising on Facebook, you can customize your marketing goals specific to your needs, including having a highly targeted audience and even setting ad spend limits.

What is Snapchat advertising?

According to our research, 86% of youth use Snapchat daily. Snapchat ads are 3 - 10 second full-screen vertical video ads. Snapchat users (or Snapchatters) can swipe up, anytime when the video ad is playing, for more — watch a longer video, read an article, install an app, or visit a website.

Snap Ads appear in between friends’ stories and Snapchat curated content such as Snapchat’s stories or publishers’ stories.

What do you test in your social campaigns?

At Glacier, we test a variety of elements in our clients' social media campaigns. This could be A/B testing different messages, creative, assets, placements or audiences. We keep constant tabs on clicks, impressions, and engagement to ensure media dollars are being maximized.

What budget do you recommend for social media advertising?

Unfortunately, there is no "one-size-fits-all" number when it comes to paid social media budgets. This number depends on your industry, target market and what channels you would like to be present on. We will work closely with your team to determine the best budget for your specific goals.

HOW DOES EVERYTHING GET MEASURED? WHAT REPORTING DO YOU PROVIDE?

We provide a live campaign dashboard so that you can see which ads, demographics, and locations are performing best. Key metrics to keep in mind include impressions, clicks, website, and additional site visits after ads exposure.

We already run social campaigns internally. Why should we start working with Glacier? We often see clients running one-off social media campaigns on individual platforms. At Glacier, we do the exact opposite. We take an integrated approach to our campaigns, meaning ad spend will be constantly shifted across platforms and tactics to optimize for the best results.