742: Facebook Campaigns and Retargeting: Discover Profitable Paid Social Ads with Naira Perez

Naira Perez has been in marketing for almost 20 years and has been able to work with several industries and some Fortune 500 brands. She got her start in direct response advertising, building brands on TV before digital was even a thing; she received daily reports of calls and orders from clients, and through that data, modified paid media plans and placements as needed to better serve clients.

Naira founded SpringHill Digital in 2016 specializing in paid media, developing digital marketing strategies and optimizing ROI through generating qualified leads. From paid media, integrated campaign design, and audience patterns to new platform initiatives — she does it all.

In this episode of Marketer of the Day, Perez shares her approach to building profitable paid social campaigns, including her philosophy of “give before you receive,” using content to educate and nurture potential customers before asking for a sale. She explains how retargeting and layered campaign strategies can maximize results, particularly in niche markets. Perez also discusses common mistakes, such as “set it and forget it” campaigns and failing to optimize ads consistently, and provides guidance on budgeting and identifying ideal candidates for paid social campaigns. Her insights underscore the value of strategic planning, ongoing optimization, and leveraging data to drive conversions. Interested businesses can learn more or contact her team at SpringhillDigital.com.

Quotes

“The general thought is, you have to give to the audience before you can receive…address their pain points before you actually ask them to buy.”

“If a campaign doesn’t work, listen to the comments, educate the audience, target the right people, and keep up with the algorithms.”

“Set it and forget it is the one I see all the time, and it hurts your campaign performance…you have to continually optimize and adapt.”

“We partner with influencers because they know their audience best, and together we create content that engages and converts.”

Resources

Podcast: Play in new window | Download (Duration: 22:45 — 21.0MB) | Embed

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Filed in: Podcast • Archive 3: 2018-2020 • Interview

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