742: Facebook Campaigns and Retargeting: Discover Profitable Paid Social Ads with Naira Perez

Naira Perez has been in marketing for almost 20 years and has been able to work with several industries and some Fortune 500 brands. She got her start in direct response advertising, building brands on TV before digital was even a thing; she received daily reports of calls and orders from clients, and through that data, modified paid media plans and placements as needed to better serve clients.

Naira founded SpringHill Digital in 2016 specializing in paid media, developing digital marketing strategies and optimizing ROI through generating qualified leads. From paid media, integrated campaign design, and audience patterns to new platform initiatives — she does it all.

Naira loves the excitement of optimizing in real-time and exploring the plethora of possibilities that exist in raw data, taking pride in the fact that companies don’t need huge budgets to make their digital marketing more effective.

Quotes

“You have to give to the audience before you can receive.” - Naira Perez

“Keeping up with the algorithm is essential if you want a campaign to work out as you want it to work out, because they make so many changes so fast.” - Naira Perez

“The ‘set it and forget it’ is my pet peeve, maybe because I'm just addicted to the data. I like to look at my campaigns almost every day.” - Naira Perez

Takeaways

00:43 Paid social media advertising is essential for reaching new audiences and growing a business, as organic reach on platforms like Facebook and Instagram is limited.

07:11 Creating engaging, content-focused ads that address the audience's pain points and partner with influencers can significantly improve ad performance and build a loyal community.

11:28 Continuously monitoring and optimizing ad campaigns, as well as staying up-to-date with platform algorithm changes, is necessary to maintain the effectiveness of social media ads.

16:02 Retargeting and lead nurturing are crucial components of a successful social media advertising strategy, as they help convert interested prospects into customers.

20:04 Addressing misconceptions and educating the target audience is key when advertising in polarizing industries, as it can help overcome resistance and drive better results.

Resources

Podcast: Play in new window | Download (Duration: 22:15 — 20.6MB) | Embed

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Filed in: Archive 3: 2018-2020 • Interview • Podcast

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