Posted on 22 Jan 2021
If youd have asked me six years ago when I first started my marketing career that my daily role would focus predominantly around social media, I would have laughed it off.
How are the channels I spend hours aimlessly scrolling in my spare time going to be one of the key communication platforms for clients?
But with real time results and the ability to amend adverts in a matter of moments, its no wonder that more than 20% of our clients are going social with their advertising budgets.
It could be said that many companies have an active social media presence but I use this word quite loosely. Often, its just a box ticking exercise - a five-minute get the job done task. However, for a campaign to generate real results, it requires strategy, planning, research, production, analysis and review.
As a company, ICG has invested over £30,000 in the latest industry tools to help boost our clients social media presence.
Weve narrowed some our winning techniques that have become staples when developing successful Facebook advertising campaigns.
Understanding your goal
Yes, it could all be done in a few clicks with a pretty picture but have you considered the end objective? We like to delve into clients goals to determine how the advert is delivered and where we should be directing the budget.
Often, marketing goals change as strategies develop. Think about whether you want to raise brand awareness or if you want users to carry out a particular action - for example, sign up to an enewsletter, enter a competition, make a sale.
Nailing your audiences
How many times have you received an advert on Facebook that is irrelevant to your interests and demographic? Ensuring your messages are reaching the right people is pivotal.
We particularly love the use of Facebooks Custom Audiences where we can target users who are already interested in our clients products, ethos or service to seek high engagement rates and a strong return on investment.
Adapt your creative to suit
When it comes to Facebook ad creative and copy, we spend a lot of time ensuring its syncs with clients wider marketing materials to build familiarity and recognition with the brand.
Its always great to understand Facebook ad placements too, what might look great on the general news feed may be cropped and distorted as a story. When using the News Feed as a placement we use assets that are 1200 1200 pixels, but as Stories fill the whole screen this sized asset wouldnt work.
We regularly monitor clients ad placements to avoid wasting budget where ads arent being seen. If this means spending that extra time creating further assets to better suit the social media platform, then its worth the effort.
Changes in real time
Facebook allows us to constantly monitor and review campaigns throughout the live period, making changes in real time. We can also easily see whats working and what needs adapting to drive those results we all want.
Post by Abi Blundell, Account Manager at ICG
If youd like to chat about a social media project, please get in touch.
Europe Stories
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
09/10/2026
September 10 2026, 06:00 (PDT) Dolby Expands Dolby OptiView Platform with New Capabilities at IBC 2026
New Sports Intelligence helps providers better unders...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
01/10/2026
Third collaboration with celebrated composer
Spitfire Audio have once again teamed up with Grammy-nominated composer, producer and technologist BT, creating...
01/10/2026
FL Studio gets dedicated grid controller
Novation have teamed up with FL Studio developers Image-Line to create another dedicated controller for the popular...
01/10/2026
Six new USB interfaces introduced
Universal Audio's USB audio interface line-up has just been refreshed, gaining six new models aimed at musicians, prod...
01/10/2026
Siretta's SNYPER-5G cellular network analyser has been shortlisted for the IoT Global Awards 2026.
The IoT Global Awards recognise products, services and o...
01/10/2026
Mesh Broadcast Services Fits Big-Truck Audio Power into Compact Eclipse Unit with Calrec Argo M Canadian OB company Mesh Broadcast Services has fitted its Eclip...
01/10/2026
X-Rite Pantone Launches Spectura to Advance Connected Color Quality from Lab to ...
01/10/2026
Thursday 1 October 2026
Nominees revealed for 2026 Sky Arts Awards
Current slide, 0 0, undefined1
0
Irish National Opera and Jennifer Walshe: MARS
Jacob Al...
01/10/2026
Vital TV antenna replaced at SudburyHelicopter and broadcast engineers work together to upgrade TV services for 1.5M in the East
--
Share to Linkedin
Octobe...
01/10/2026
Arqiva appoints Simon Duffy as ChairSimon Duffy joins as Chair effective 01 October 2026
--
Share to Linkedin
October 1, 2026
Press Office
01 October 2026...
01/10/2026
Season 4 of the multi-award-winning hit entertainment series The 2 Johnnies Late Night Lock In is back, serving up another round of unpredictable laughs, unforg...
01/10/2026
New season begins Sunday, 4 October at 6pm on RT lyric fm and RT Listen
RT lyric fm's arts and culture documentary series The Lyric Feature returns on S...
01/10/2026
RT is proud to continue its commitment to supporting and celebrating the arts across Ireland this October, highlighting a vibrant programme of theatre, music, ...
30/09/2026
Add an envelope generator to any plug-in
Sync Audio's latest creation is a handy utility plug-in that can be used to combine and modulate other effects ...
30/09/2026
All-analogue tape-style drive joins Series A
Strymon's reputation was built on their digital knowhow, so many were surprised (and intrigued) when they a...
30/09/2026
Two new expansion packs released
Sonuscore have just introduced two new expansion packs for The Pulse, its production engine instrument for modern cinematic...
30/09/2026
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...
30/09/2026
New Solution Expands Harmonic's Network Intelligence Portfolio and Brings Comcast-Developed Fiber Monitoring Technology to Broadband Operators, Providing Re...
30/09/2026
How to Shop Well Now starts Monday at 9.35pm
on RT One and RT Player
On the...
29/09/2026
Two new plug-ins launch alongside updated bundles
Zynaptiq have just announced the launch of two new plug-ins, alongside new and improved versions of two of...
29/09/2026
All-in-one bus processor revealed
Wes Audio's ng product range has come a long way since it was first introduced, and now includes a tasty selection of ...
29/09/2026
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......
29/09/2026
NOT FOR RELEASE, PUBLICATION OR DISTRIBUTION IN OR INTO OR TO ANY PERSON LOCATED OR RESIDENT IN, OR AT ANY ADDRESS IN, THE UNITED STATES OF AMERICA, ITS TERRITO...
29/09/2026
We tend to think we live in a digital world, with hopes and fears around artificial intelligence (AI), quantum computing, data centres and the next big technolo...
29/09/2026
Today, in partnership with the American Academy of Pediatrics (AAP), Apple relea...
29/09/2026
Final Cut Camera, the professional filming app for iPhone, receives a major upda...
29/09/2026
RT lyric fm is proud to announce the annual Choirs for Christmas competition callout. Warm up those vocal chords and join us on RT lyric fm for a celebration ...
28/09/2026
EQ plug-in can now be played via MIDI
Scaler Music have recently released a new and improved version of their patented musical EQ plug-in, kitting it out wi...
28/09/2026
New synth developed in collaboration with philterSoup
Boutique effects pedal and Eurorack manufacturer Animal Factory Amps have announced that the new compa...
28/09/2026
Rohde & Schwarz adds an integrated multi-channel pulse analysis option to its FS...
28/09/2026
Monday 28 September 2026
Sky launches Full Fibre 1.6 Gbps for millions of homes
Sky has launched a new Full Fibre 1.6 Gbps product, rolling out from today, gi...
28/09/2026
Arvato Systems Highlights It's Role for Automotive Manufacturers and Suppliers
TISAX
Arvato Systems has successfully completed the TISAX Level 3 assess...
28/09/2026
Crimecall, presented by Carla O'Brien, returns tonight for a brand new series at 9.35pm on RT One and RT Player.
In tonight's episode, alongside appe...
28/09/2026
CELEBRATING 40 YEARS AT THE HEART OF NEW IRISH WRITING
LIVE FROM POETRY IRELAND, DUBLIN AND ON RT RADIO 1 FROM 7PM
DETAILS: www.rte.ie/writing | FOLLOW: #r...
27/09/2026
New compact pedal packs in 120 effects
The latest multi-effects pedal from Boss is a compact unit that promises to give any pedalboard a massive boost in s...
26/09/2026
Launched alongside three new expansion packs
In celebration of their 30th anniversary, Native Instruments have released a major update for their Maschine 3 ...
25/09/2026
Algorithm update & new DVA vibrato-detection engine
A new flagship version of Antares' iconic pitch-correction software has arrived, and along with a co...
25/09/2026
New flagship unit to arrive in early 2027
Two notes Audio Engineering have revealed that a new and improved version of their hugely popular reactive load bo...
25/09/2026
AI-free mixing tool gets an upgrade
Launched in October 2025, Tim Exiles Finalist is an algorithmic mixing tool that's been designed for those who don&#...
25/09/2026
Rohde & Schwarz Mobile Test Summit 2026 puts the spotlight on 6G - registrations...
25/09/2026
In our latest blog, Tim Pearson reflects on IBC 2026 and considers the main learnings against an industry that saw AI finally coming out of the labs and into pr...
25/09/2026
Friday 25 September 2026
How to watch an unmissable weekend of women's football on Sky Sports and NOW
Sky Sports and NOW will broadcast seven live games f...
25/09/2026
Friday 25 September 2026
YAGA trailer released, coming exclusively to Sky and N...
25/09/2026
Watch this space: a new strategic direction for UK media. Arqiva has submitted its response to the Governments Green Paper on the future of television distribut...
25/09/2026
Want to be part of this year's Late Late Toy Show?
Final call for applications in search for this year's stars
The most wonderful night of the year is...
24/09/2026
The next generation of multitrack recording for live sound
The latest version of Waves' dedicated live multitrack recording software delivers an array ...
24/09/2026
An idea machine for musicians
Described as an idea machine for musicians , the latest addition to Polyend's growing collection of guitar pedals combin...
Posted on 22 Jan 2021
