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Why Social Media Advertising Falls Short

Social Media advertising is, by far, the simplest way for any brand to begin its digital advertising journey. Platforms such as Facebook have made it easy to get in and start displaying ads to users in a matter of hours. There are many benefits for brands to advertise on social media, but there are also drawbacks.

Smaller brands, as well as those just starting, can benefit greatly from using social media advertising, as they can spend very little money and still serve impressions to prospects. Because of the simple audience creation tools, just about anyone can do it. This removes the need for paying an outside agency to manage social media advertising campaigns. This is not to say larger brands would not see success in advertising on social media, quite the contrary. Social media advertising should be a tool in the pocket of any brand wanting to build brand awareness.

What about the drawbacks?

Lack of Transparency. This could be said about many companies and digital advertising platforms. You are given tools to build an audience but, at the end of the day, you have no details about who you are targeting. You know you are trying to reach individuals that have x interests and are in y demographics, which may be 10,000 total targets, but do you know who those people are? In most cases, the answer is no – not exactly. There are, however, other ways to measure success. With the use of pixels, for instance, you can get some sort of measurement of success. But at the end of the day, the question remains, who converted and actually bought my product or service?

How is El Toro different?

El Toro makes transparency our #1 priority. We do not just show you what percentage of your list we matched; we will show you exactly which addresses we were able to match. We want you to know that we are targeting the right people. When you provide us a list of residential (or business) addresses you want to target, we will tell you which of those addresses will be targeted and which ones will serve as a control group. This allows us to provide our MatchBack Analysis, so we can show who on your prospect list converted and the impact our ads had on the conversions. This allows for a real, attributable, return on ad spend. Because after all, you don’t take click rates to the bank, you take actual sales.  That is the El Toro difference.

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