Blog  Data & Insights  

5 Common Social Advertising Hurdles and the Solutions That Will Set You Free

by Ben Miles, May 25, 2021

It’s hard to be a social media marketer. Hopping between native platforms is a drain on resources, and there’s enormous pressure on brands and agencies to do more with less in today’s fragmented media landscape. In addition, every social platform has its own data rules, reporting metrics, campaign workflows, and creative formats. It’s difficult for social teams to monitor holistic campaigns and make quick data-driven decisions without a unified source of truth. 

But with 82% of the U.S population engaging with social media, and 3.9 billion users globally, no other channel provides the same level of reach and impact. Recent projections on social commerce expect a 35% increase in the U.S., topping $36.09 billion. So if social media planning and strategy is your job, then listen up. Here are some common pain points you’re dealing with and some easy-to-implement solutions that will make your job much easier.

My social team is siloed from the programmatic team and they’re not communicating.

Marketing teams are often too busy navigating the complexities of traditional and digital investments to connect the dots in a media plan and un-silo processes. But there needs to be a consistent language and reporting structure that can look at how all channels work holistically, including social. A cross-channel reporting tool can unify teams and streamline the information programmatic and social strategists need to be successful. These reports can be delivered in a variety of formats and scheduled to be sent to specific people at a set cadence. Data can be consolidated across social channels and programmatic for a full view across your entire media portfolio so you can highlight the key metrics you care about and that impact your business the most. 

Optimizing campaigns across social is exhausting and time-consuming. 

It’s not uncommon for social media teams to toggle across different tools, browser tabs, and pacing sheets. Logging into multiple platforms without a common workflow across the different social platforms is a pain. But it’s no longer necessary. A unified single source of truth, like a customizable social dashboard, can make managing cross-channel social campaigns significantly easier. You can monitor campaigns in real-time and take action directly from the platform, with built-in deep-links to native ad tools. A social platform solution takes the best workflows from the social platforms you’re using and streamlines them to make your job tasks more centralized, seamless, and straightforward.

High CPMs make it harder and more expensive to reach target audiences.

Social media CPMs have been on the rise since Covid and in its aftermath. This is partly due to increased demand for social ad space and limited data sets at a reasonable price as more brands realize the benefits of paid media investments. But don’t lose hope. There are unique data sets and solutions out there. For example, there are data partners that can leverage various data sets to optimize campaigns based on ZIP Codes, weather patterns, movement patterns, inventory stock levels, and so much more. These can help you be more efficient with how you allocate your social ad investment and improve performance and ROI so you have the edge on your competition.

Manually optimizing goals can be overwhelming sometimes.

It’s easy to get bogged down setting up and creating goals for each campaign. This can be a big time and energy suck on team resources. However, there are new ways to automate how you set up optimizations for each campaign that can completely eliminate manual work of the past. This enables you to more efficiently scale your paid social media campaigns and drive unique value for social through groups, goals, and goal-based automation. These entities help you operate efficiently and reduce manual processes. Groups help customers organize ad accounts and campaigns to easily track performance and pacing. Goals are flexible, standalone performance and delivery goals that define the metrics you want to achieve. Goal-based automation enables you to automate budget optimizations based on progress against pacing goals. 

Apple’s new ATT framework makes it difficult to accurately attribute conversions or actions driven by an ad platform.

There’s still so much that we don’t know about this shifting landscape and how it will impact ad delivery models, targeting capabilities, and measurement solutions. What we do know is that it’s only been weeks since Apple’s changes became official and the impact depends on how many users update their iOS devices and how many opt-out of app tracking. So there are still many unknowns that we face as an industry. That said, non-IDFA reliant signals, such as weather, retail inventory, and health data enable advertisers to activate hyper-local media based on offline signals. These solutions are future-proof and available today.

Unify, optimize, and grow your paid social campaigns.

Amobee Social redefines the approach to social advertising by aggregating data and  automating optimization for cross-channel advertisers. Some of the world’s top brands and agencies use the Amobee Advertising Platform to help scale campaigns from a single source of truth and customize solutions for their current and future needs. Ambitious marketers need third-party data solutions that help them amplify TV audiences to social, tap into third-party audiences, and even track attribution to in-store purchases. For more information about our advanced social solutions, contact us at ben.miles@amobee.com

Read Next

All Blog Posts
Forward Thinking

What is Contextual Targeting and is it Smart Enough for Today’s Advertisers?

Contextual targeting enables you to make better consumer privacy decisions than cookie-based targeting by finding your audience through content signals instead of ID-based targets.

May 18, 2021

Data & Insights

Seasonality Pro Tips For Retail, Auto, and CPG on the Benefits of Cross-Screen Measurement and Reporting

A perceived lack of unified cross-screen measurement is a major roadblock for many of today’s vertical-focused media planners. But solving the cross-channel measurement puzzle is possible today.

May 4, 2021

Forward Thinking

5 Tips From Disney, Univision, Molson Coors, Publicis, and A&E on the Rapidly Converging TV, Video Marketplace

Heading into this year's Upfronts, here are some tips and insights from our recent Beet.TV Leadership Series on optimizing a rapidly converging TV and video marketplace.

May 6, 2021