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Pathmatics Blog
Ad Intelligence 101 |


Social Media Advertising Strategies & Social Ad Intelligence

July 21 2018 by Jordan Kramer

social_advertising_blog_heroNearly 1.5 billion daily active users logged on to Facebook last quarter. That’s almost 20% of the world’s population. 

This is good news if you’re a digital advertiser. 

Think about it. Social networks make it possible for brands to connect with billions of consumers around the world.

But there’s one problem with having such a large audience. How are you supposed to measure the effectiveness of your campaigns? 

That’s where Pathmatics comes in.

Read on to learn about Pathmatics social capabilities and how you can use these features to improve your social media advertising plan.

What is Pathmatics Social Ad Intelligence?


Social media is full of critical data that is indispensable to digital advertisers. It gives brands insight into how users engage, share, and view content. We understand the importance of these metrics and that’s why we enabled social ad tracking in our platform. 

With this visibility into the social landscape, Pathmatics subscribers have added insight into the performance of individual creatives and allocation of budget. On top of that, our market intelligence platform takes it a step further and provides additional breakdowns for mobile device targeting, creative-type distribution, and U.S. state and metro targeting.


How Pathmatics Improves
Social Media Advertising Strategies

Now, we know what you’re thinking: “All of this sounds great. But, how exactly do these features fit into my social advertising plan?”

Simple. Pathmatics social ad intelligence helps brands improve social campaigns in these four areas:

  • Benchmark against competitors. If you’re looking to benchmark your campaigns among some of the other players in your industry, Pathmatics supplies you with social data for thousands of other brands. Not only will this give you unprecedented insight into your opponents strategy, it also provides you with a side-by-side comparison analysis of ad spend, impressions, and even number of creatives. Once you have this data, you can use it to inform your next strategy and beat the competition outright.
  • Creative Lens. See which creatives are running in your competitive space and analyze the top ads by spend and impressions to understand what's working. Identify messaging themes, compelling call-to-action copy, top creative types, and visuals elements used. Pathmatics data allows you to keep your finger on the pulse of your industry, even alerting you when your competitor launches new campaigns or share of voice spikes.
  • Analyze performance. Pathmatics provides performance metrics that allow brands to measure and optimize social creatives. So, if impressions for a specific creative are low, use Pathmatics to take a closer look and find why it’s failing. Not only does this improve your messaging, but it also enables you to efficiently manage social spend. In addition to impressions, you should also analyze daily spend, and spend share by geographic location to ensure you’re getting the most out of your social campaigns.
  • Identify audiences. When you dive into your brand’s social ad data, Pathmatics automatically pulls a report that includes audience data. Our platform breaks down social targeting by gender, platform (iOS/Android) and location. This helps you figure out if you’re reaching the right consumers via preferred channels.

You should never get too comfortable with any part of your digital ad strategy—especially social. With so many users posting, engaging, liking and sharing content, you must constantly measure your performance to keep iterating and improving.

Want to learn how you can use Pathmatics to improve your social ad strategy? Schedule a free demo today. 

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About Author
Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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