Have you ever found yourself in a situation where you spend on digital ads but get no results? The engagement is low, the sales don't grow, and the ROI is disappointing.
What is the problem?
There may be a few reasons:
Throwing money at ads won’t guarantee results. But listening to your audience? That’s how you build real connections. And you don't necessarily need a big ads budget.
First, understand what people really care about.
Let’s say you’re a pharma brand that sells headache pills. It might seem obvious—your target audience is people who suffer from headaches.
But think about it:
This is where social listening changes the game.
Start simple—track conversations around the keyword "headache." Pay attention to what people say, when they talk about it, and what triggers their pain.
Tylenol, a pain relief brand, did just that. Instead of just targeting a general audience, they listened. And here is what they found:
✅ People often mentioned headaches while doing detailed, hands-on hobbies—like knitting.
✅ This insight led them to create marketing specifically for crafters who needed pain relief.
✅ By tapping into real conversations, they uncovered a new customer base they might’ve otherwise missed.
Knowing your audience is just the first step. The real value of social listening comes when you turn insights into action—crafting hyper-focused campaigns that resonate and drive results. Here is how you can do it:
People don’t just buy products—they buy solutions to their problems. Social listening helps pinpoint the exact moments when your audience is most receptive to your message.
You can discover:
Example:
Say, you are a skincare brand and notice a spike in mentions of breakouts before weddings and job interviews. Instead of generic acne ads, you could launch a campaign promoting “stress-proof skin” with messaging timed to peak concern.
When your copy mirrors the way people naturally talk about their pain points, your message feels authentic rather than intrusive. With social listening, you can easily start speaking the language of your audience.
Here is how to do it:
Example:
Imagine you’re a fitness brand promoting post-workout recovery drinks. Instead of a generic ad like “Recover faster after exercise,” social listening reveals that gym-goers often say things like “I can’t move after leg day.” A more effective ad could say: “Don’t let leg day keep you out of the gym. Recover faster—so you’re ready for whatever’s next.”
Rather than dumping money into broad targeting, refine your audience segments. Platforms like Meta and Google allow advertisers to create highly customized audiences based on behavior and interests.
Here is how to apply it:
Example:
You are a wellness brand and discovered that people searching for “better sleep” had two distinct needs—some wanted natural remedies, while others sought quick pharmaceutical solutions. By segmenting their audience and tailoring ads accordingly, you can significantly reduce cost per acquisition while increasing conversions.
Ad relevance significantly influences the Quality Score in platforms like Google Ads. A higher Quality Score often results in a lower Cost Per Click (CPC). For instance, improving your Quality Score from 5 to 10 can potentially reduce your CPC by up to 50%.
Targeted advertising, informed by social listening, can also enhance conversion rates. According to recent stats, the conversion rate for Pay-per-Click (PPC) is 50% better than that of organic traffic, with an average PPC conversion rate of 7.04%.
Example of a cost-saving calculation
Suppose you're running a campaign with an initial CPC of $2.00 and a conversion rate of 1%. By utilizing social listening to refine your ad relevance and targeting:
Using Metricom, you can turn social listening into a powerful cost-saving tool for your ad strategy. Here is how:
1. Track brand mentions in real time. Set up Metricom to monitor your brand name, product mentions, and campaign hashtags across social media, news, blogs, and forums. Get alerts when people talk about your brand so you can respond quickly and track engagement.
2. Analyze industry trends and consumer pain points. Use Metricom to track conversations around key industry topics and competitor brands. Identify emerging trends, common frustrations, and what influences customer decisions.
3. Refine your ad targeting with audience insights. Discover who is engaging with your industry and what topics they care about. Create targeted audience segments by pain points and discussions.
4. Use social sentiment to improve ad messaging. Analyze how people talk about your brand and competitors—what words they use, what emotions they express. Mirror this language in your ads to make them feel more natural and relevant.
5. Optimize campaign strategy with data-driven adjustments. Adjust your ad creatives and messages based on what resonates organically with your audience.
Running ads can be ineffective, but running the right ads can yield great results. Social listening allows you to engage with real conversations and trends. This approach helps you significantly reduce wasted ad spend and maximize your return on investment (ROI).
Metricom is a social listening tool with extensive coverage worldwide, especially in the Central and Eastern Europe (CEE) region. Our intuitive solution enables you to track brand mentions, analyze your competitors, and identify emerging trends.
Ready to make your ads work harder? Start listening with Metricom today.
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