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Social media advertising is having a moment. Global social media ad spend overtook paid search last year. Ad spend on Meta alone will surpass traditional TV by 2025. Investment in TikTok ads continues to accelerate. Social media is on top of the advertising investment heap for good reason — consumers are glued to social platforms for over two hours a day and younger consumers are even forsaking traditional search engines and researching brands on social media instead.
There’s no denying that brands have to invest more in social media advertising to stay relevant and sustain growth. But that doesn’t mean marketers are just being handed piles of cash to shovel into the social media ad machine. The reality is that they’re facing more pressure than ever to drive bigger returns from their budgets and directly tie their investments to revenue.
This isn’t always simple, especially for marketers in healthcare, automotive, home services, financial services, and other industries who rely on social media to drive awareness and as a retargeting channel. These marketers must create social advertising that targets the right ad to the right buyer at the right time, which has become more difficult as third-party cookies are deprecated and other third-party data sources are regulated out of existence.
But meeting that challenge is nearly impossible when you’re missing a critical component: first-party data from your inbound phone calls. In high-stakes industries where the buying journey starts online and ends with a phone call, the data trail goes cold when a potential customer picks up the phone. This makes retargeting high-value leads with social advertising difficult and attributing revenue impossible because you have no visibility of the conversion event that occurred over the phone.
Invoca’s solution uses AI to capture first-party data from phone calls and activate it across your marketing tech stack, including social media platforms, to optimize your social media advertising ROAS, prove your performance, and maximize revenue growth.
Here’s how to get more from your social investments with Invoca’s social advertising integrations.
With Invoca’s social media ad platform integrations, you can accurately measure 100% of the leads and conversions your social ads drive over the phone. Invoca’s AI automatically analyzes every phone call your campaigns drive to determine product interest, lead intent, conversion events, and more. Through the integrations, this data can be streamed to all your social ad platforms, giving you complete visibility into the role social advertising plays in the buying journey.
Outdoor living retailer BBQGuys uses Invoca to get a complete and accurate view of its social media audience and campaign performance. "Leveraging Invoca's social integrations has allowed us to gain more insights into campaign performance and consumer trends,” said Taylor Aramburu, Digital Marketing Manager at BBQGuys. “With the ability to track KPIs and attribute to phone data, we've gained a deeper understanding of our audience across platforms.”
With this data, you can quickly test and learn which efforts drive the best results and see how your social media campaigns stack up against search and other channels that drive leads to call.
Best of all, you can finally get credit for every lead and conversion your campaigns drive across every social media platform and get accurate ROAS and CPA metrics that you can use to defend your social advertising marketing budget. With our available CRM integrations, you also get direct revenue matchback that shows exactly how much calls from your social ad campaigns contribute to the bottom line.
When you know which social media ads drive the most leads and conversions online and over the phone, you can optimize every ad to drive the best results and ROAS. Invoca’s AI automatically detects caller intent and conversation outcomes, connects that data to revenue generated from the call in your CRM, and activates it all in your social media ad platforms so you can make more informed decisions to optimize for quality leads, conversions, and revenue.
“TikTok and Pinterest have distinct user bases, and Invoca's tools have enabled us to tailor our approach accordingly. This comprehensive view of the customer journey has allowed us to optimize our ad spend, ultimately enhancing our social advertising efforts to drive better results," said Aramburu.
With a complete picture of your performance that includes conversions that happen on the phone (or not!), you can pull back spend from ineffective campaigns and put more behind the ones that drive revenue.
With Invoca, you can use what callers say on phone calls to retarget the right leads with the right ads across all of your social media ad platforms, increasing your conversion rates and ROAS.
Invoca's AI automatically captures if each caller is a lead, what their product interest is, if they converted on the call, and more. Invoca passes that data to your social ad platforms to determine how to engage with each caller based on the intent and outcome from their conversations, including:
Cross-Channel Retargeting: If a phone lead doesn’t convert, you can use Invoca to automatically retarget them with social ads to get them to re-engage and convert. For example, if someone called after engaging with a social media ad, search ad, display, your website, or other channel and did not convert, you can retarget them with highly personalized social media ads to recapture their attention and get the conversion.
Suppression: For callers that aren't leads or already converted on the call, you can exclude them from seeing your search and social ads so you don't waste ad budget targeting the wrong people.
Leads that call your business often become your most valuable customers. With Invoca social ad integrations, you can feed conversion data from all of your calls — no matter what channel they originate from — to your social media platforms to create high-intent lookalike audiences that are more likely to become customers. By targeting high-intent audiences, you can decrease your CPA and significantly increase your social media ROAS.
Invoca’s revenue execution platform offers more social media integrations than any call tracking provider. Some don’t even have integrations with Facebook, let alone TikTok, Snap, and Pinterest. Others require that you use third-party software like Zapier for their “integrations” that limit the actions you can take with your data. Our no-code social media advertising integrations include:
The icing on the cake is all of Invoca’s social advertising integrations require no coding and are simple to set up. No call to IT or vendor support required!
Ready to up your social media advertising game? Schedule a demo or click here to learn more about our integrations today.
