November was an exciting month for AdStage. We released an easier way to assign campaigns in Automate, a new KPI progress widget, drag-and-drop widget support, and global date ranges for Report.
Let’s take a look at the new releases below👇.
New IF Condition: Campaign Name
Easily build an Alert or Rule for the campaigns you care about using Campaign Name contains function.
Select Campaign Name in the IF Condition to make more changes across accounts at scale by quickly including/excluding campaigns.
Let’s say I want to increase bids for all campaigns containing the campaign name Turkey Day Promotion to boost audience reach for the last 3 days leading up to Thanksgiving day.
Track KPI Performance Lift
New Progress Widget
Track specific performance goals or KPIs across accounts for a selected time period. Use the new Progress Widget to get a quick view of how certain campaign/account KPIs are performing at any given period.
Let’s say your target budget for the month is $10,000 across your selected campaigns.
The Progress Widget will show how much of your monthly budget you’ve spent, compared to your total target budget. You can see by the 15th, you’ve spent 69.49% of the total monthly budget.
From these insights, you might then decide to perform an account audit to see which campaigns you should pause or adjust budgets for.
Your Dashboard Just Got A Whole Lot Faster
Easily Resize Widgets
We wanted to give our customers more control over customizing their PPC reports. Prior to this release, widgets were only available in full-width.
Now you can customize your reports to show performance trends in the same view. With resizable widgets, you can easily resize widgets to ⅓ , ½, ⅔, or full width.
Quickly Move Widgets Around
Drag-and-Drop makes rearranging widgets as easy as possible. Simply drag the widget to move widgets around the dashboard quickly.
Make Sweeping Date Changes Across Your Dashboards
Edit Date Ranges at the Dashboard Level
Before introducing Dashboard Level Date Ranges, we noticed many of our customers had to painfully edit each widget’s date range within their dashboard to view performance data.
With the ability to edit date ranges at the dashboard level, all your widgets will update with data from the newly selected date range.
New Report Features
Use Custom Data to Analyze Full-Funnel PPC Performance
Create a unified Report you can easily share, markup, annotate, and customize with the conversion data you’re already collecting in other marketing tools.
Get a full view of which ads are the most valuable and move the needle for your most important business metrics.
Native Facebook Widget
Soon all AdStage Report customers will be able to generate tables, summary, and chart widgets using Facebook data including Demographic, Geographic, Placement, and Page insights.
We always love hearing from our readers😍!
Let us know what you think about the product updates in the comments below.
P.S. Want to check out the full product release?
Visit our new release notes portal, where we’ll be keeping you up-to-date with the latest and greatest from the AdStage labs!
The PPC Show: Episode 32
How to Align Client Goals with Your Revenue Metrics
David Jaeger, CEO & Founder of Global SEM Partners
David is a paid marketing veteran with 11 years of industry experience under his belt. He kicked off his career as a 19 year old entrepreneur disrupting his school’s (inefficient) book inventory process. Taking the lessons learned from his first business, David launched the SEM division for National Positions – an INC 500 internet marketing firm – managing millions of dollars a year in client ad spend.
In January 2014, David spun the SEM division into its own brand — internetmarketing.net, where he expanded beyond the standard search/media buying product, offering services like strategic business planning using proprietary tools to effectively marketing and track performance.
Passionate about the importance of high growth agencies and marketing teams in the paid advertising space, David shifted gears to develop and promote a scalable framework for building successful high impact PPC teams.
In August 2014, David founded Global SEM Partners. Where he introduced the Revenue Quadrant Process to address the growing challenges of cross-channel campaign attribution.
In this episode, we dig into:
- How to Hire for Your Agency or Marketing Team
- Snapchat’s New API Announcement
- Using The Revenue Quadrant Approach for Better Campaign Optimization
Figuring out where your ad dollars have the biggest impact on your business is just the first step to aligning revenue goals across C-Suite, Marketing Department, and Customer. There’s a lot to digest and learn, so I’ll let you listen in.
I hope you enjoy this interview with Davide Jaeger (and go follow him on Twitter)
P.S. If you want to learn more about the Revenue Quadrant Process, David has graciously shared the PDF. Check out the link below 👇
Twitter Ads Introduces New Website Conversions Objective to Drive Conversions at Scale
Twitter Ads recently updated its campaign objective types, separating Website Clicks and Website Conversions. Behind the scenes, the Website Clicks objective is simply a new name for the former “Website Clicks or Conversions” objective. Using data from Twitter website tags and interest and intent signals, Twitter’s targeting algorithm will concentrate impressions on the ads with a higher probability to convert for the campaigns with the Website Conversions objective. If you haven’t seen it, check the drop down menu on the top right, titled Create new campaign.
In this blog post, we’ll cover how to take advantage of Twitter’s new ad Website Clicks and Website Conversions objectives to drive cost-efficient conversions at scale.
Use-cases for Website Clicks
The technology behind this campaign objective is the same as the former “Website Clicks or Conversions” ad objective. However, instead of coupling the two objectives together, you can use the Website Clicks objective strictly for driving traffic to your website. Since Twitter is more frequently used as a news app, a great use case for this type of campaign would be to syndicate news.
For example, if you’re a B2B company, you can syndicate content or news from your blog using this campaign objective. The purpose is to drive readers to your content, but not necessarily drive immediate conversions if you have a longer sales cycle. This is a top of funnel marketing strategy that is low touch and drives quality traffic back to your blog.
Here’s an example:
For B2C companies that have offline conversions, you can use this campaign objective to alert people of a promotion you’re running or generate buzz around a new product.
Below is an example of a B2C ad. If you notice this ad doesn’t feature a call to action in the ad copy, but instead sparks interest to drive traffic back to the website.
Lastly, media outlets that wish to promote news on Twitter can use the Website Clicks objective to sponsor content and drive visitors to its website. The main caveat here is to make sure that the cost per click does not exceed the ad revenue generated from the website, as this would be detrimental to the overall business model.
Understanding Website Conversions
Website Conversions is the new campaign objective that comes with this update. It is important to note that ads using this objective are placed across the entire Twitter Audience Platform, a potential audience of over 800 million on Twitter and thousands of apps and sites on the Twitter Audience Platform. This is best for direct response advertisers that want people to perform specific actions on their sites. To successfully use the Website Conversions campaign, there are a few prerequisites you need to implement.
1. You have to specify the conversion event you wish to advertise for and how much you’re willing to pay for a conversion. These are both required fields in Step 1 of the campaign creation process.
2. You must place Twitter’s website tag on its site and connect this behavior to the Twitter audience profiles in the campaign creation settings. This is a new requirement, and if you’re already using the Twitter website tag, your website lists will automatically populate.
After completing these steps, Twitter analyzes the people and data from your website tags and decides who are most likely to convert. Using this information, Twitter can show ads to the most relevant people across the Twitter Audience Platform. Now you can reach logged out users and people who don’t have a Twitter account, but use apps connected to Twitter Ads. In cases where an advertiser’s visitor doesn’t use Twitter, their information is stored in the website tag, and they are retargeted on other sites or apps.
Pricing on Website Conversions
The pricing is still a CPC-based model, so whether the visitor converts or not, you’ll still have to pay for the click. Ideally though, Twitter will now narrow the targeting of the ads to people who are most likely to convert. A recent statement from Twitter claims that advertisers that used this objective type drove 2.5x more conversions from their ads when comparing to the previous Website Clicks or Conversions objective type.
However, because Website Conversions is still in beta and you’re required to pay on a CPC basis, it is important to cross-reference your target CPA against actual performance (conversions) to assess if Twitter’s Website Conversions objective is working for you.
Have you tried this new campaign objective type? What has the performance been like for you? Tell us in the comments below👇!
New Facebook Campaign Planner Available in Business Manager for Facebook and Instagram
The latest addition to Business Manager is the Facebook Campaign Planner “a standalone tool for media planners to draft, compare, and share media plans using reach and frequency buying across Facebook and Instagram.” Brands and advertisers can now plan out campaign budgets and schedules to predict the estimated reach and frequency, these campaign insights can then be shared with clients and co-workers through link sharing or direct emails.
Each media plan can have up to six versions. Within each version of the media plan, you can play with different combinations of budgets, schedules, audiences, placements, and ad impressions per day to better understand the potential reach and frequency of your campaigns.
Below is an example of how the campaign planner provides insights around your reach based on your budget, schedule, and desired frequency. Using the prediction results, you can compare different versions against each other to determine which media plan best fits with your performance goals.
Why Facebook Campaign Planner Rocks
In the past, there was no way to view available Facebook targeting options, and the level of scale to reach your audience. The only workaround to uncover these insights was building a dummy ad set, selecting the desired targeting, and gaining access to reach estimates. Now with the new Facebook Business Manager media campaign planner, not only can you see all the targeting options available, it actually calculates the potential reach based on your budget, or the budget required to attain a specific reach goal, within the selected campaign’s run timeframe.
With these estimates, you can make more informed campaign decisions, without having to use real budget to test and optimize. If you’re working with clients or a team of digital marketers, you can easily share the media plan and reveal key audience insights into your plans and show how reach and frequency will impact your campaign.
How to Get Started with Campaign Planner
As of now, Campaign Planner is only available to advertisers with eligibility for reach and frequency buying. To get started, follow these steps below:
- Log in to your Business Manager
- Click Create Plan
- Name your plan
- Click Create Version
- Fill out each field that you’d like to customize for your media plan. Below is a screenshot of the different fields you can populate to estimate frequency.
For advertisers with a limited budget, we suggest inputting your actual budget for each version, while varying the frequency and/or audience to see how the estimated reach changes based on the different variables that are selected.
On the flip side, for brand advertisers that are mostly concerned with maximizing reach within a given timeframe, we recommend using the same reach inputs (which should be your target reach) in the different versions of your media plan, and playing around with the frequency, targeting options, and available placements to see how you can maximize reach for the lowest CPM.
Have you tried creating a media plan within Facebook Business Manager yet? Tell us your favorite use case for the new Campaign Planner in the comments below👇!
Facebook Custom Audiences for Engagement
Facebook recently released another enhancement to Custom Audience targeting, Engagement Custom Audiences. The Facebook Engagement Custom Audiences offers a new way to refine your audience targeting and reach the people who show an interest in your brand. The main difference between Engagement Custom Audiences and Website Custom Audiences is where data is gathered.
- Website Custom Audiences collects engagement data from activity on your website
- Engagement Custom Audiences collects engagement data from activity on Facebook
PPC marketers can now target audience segments based on their interactions with your Facebook content. People who take actions on your Facebook ads like viewing your videos, clicking your lead form, or clicking your Canvas ad are signaling how they want to engage with your brand. In this post, we’ll cover how to get started Facebook’s Engagement Custom Audiences and share our favorite tips to audience segmentation based on content activity and campaign objective.
How To Set Up Engagement Custom Audiences
You can manage and create all your audiences from the Audiences page within Facebook Ad Manager. Select ‘Create a Custom Audience’, from there you’ll see a new window pop-up with the new Engagement on Facebook audience option.
Pretty simple, but now what? In the next section, we’ll cover the best ways to use an Engagement Custom Audience for both direct response and branding objectives.
Best Use-Cases Engagement Custom Audiences
Lead Ad Retargeting
As a refresher, Facebook Leads Ads allow you collect lead information from people who click or tap on your ad. The ad will open a customizable lead form where users can complete and submit, or simply view the form without submitting their information and drop off in the conversion funnel. With Engagement Custom Audiences, you can retarget ads to people who opened your lead form but didn’t complete it. This could remind users of your brand, and help drive a conversion later on.
Alternatively, if you have a longer sales cycle such as a B2B company, you can use an Engagement Custom Audience to retarget ads to people who actually completed a lead form. In this scenario, you may want to show them an ad that drives them further down the conversion funnel like product demo or case study.
Canvas Ad Exclusion Targeting
Facebook Canvas Ads create an immersive experience for mobile users on Facebook. This ad type is flexible for any objective, and characterized as “instant ads” because you have complete creative control to achieve any objective you want. Some examples include communicating your brand story, promoting a new movie, or showcasing individual products.
When creating an Engagement Custom Audience for Canvas Ad retargeting, there are two available options:
- People who opened the ad
- People who opened the ad and clicked on a link
Because Canvas Ads are visual in nature, people may get tired of seeing these ads if they’re shown to the same audience too frequently. To avoid saturating your target audience, create an Engagement Custom Audience for the people who opened a Canvas Ad and click on the link, and then exclude these users in your campaign targeting. This way you ensure you don’t overload the same people with the same ads they have already engaged with.
Video View Exclusion Targeting or Retargeting
Engagement Custom Audiences for Video Views give you an opportunity to fine-tune your targeting depending how a user interacted with your video ad. Mix and match targeting between the portion of the video viewed and the actual videos viewed. As shown below, you can select a variety of options when setting up your Video View Engagement Custom Audience:
Similar to a Facebook Canvas Ad, when thinking about who to exclude from a video ad campaign you may not want to continue showing videos to people who watched a majority of a particular combination of videos, so you can mix and match the previous options with the videos that were viewed.
Alternatively, you can apply the same Lead Ad retargeting concept. If a person viewed majority of your video (and you have a longer sales cycle), you can retarget ads to them that cater to different stage of the conversion funnel to drive them towards conversion.
Evergreen Retargeting Campaigns
When setting up your Engagement Custom Audience, Facebook requires selecting an engagement window. The timeframe for an engagement window varies for each type of Engagement Custom Audience:
- Video Views: up to the last 180 days
- Lead Ad opens: up to the last 90 days
- Canvas Ad opens: up to the last 365 days
It’s a simple setting selection, but extremely powerful and more useful than Email Custom Audiences as they allow you to target people who engaged with a specific video, lead ad, or canvas ad during the past day (or X number of days you set it to). With targeting options like Engagement Custom Audience, creating evergreen ad campaigns are now possible because the ads you retarget to these people will nearly always be relevant based on their recent actions.
Apart from retargeting, Engagement Custom Audiences can also be used for audience expansion efforts on Facebook. When creating a Lookalike Audience, you can leverage your Engagement Custom Audience as a seed list, which will show ads to people who are similar to those in your seed list, in demographics, interests, and other profile characteristics.
AdStage looks to simplify the complex technology needs of marketers with its centralized platform.
SAN FRANCISCO — September 19, 2016 — AdStage Inc., the only cross-channel advertising suite for marketers and agencies who want to create, manage, and optimize search and social campaigns from a single platform, announced it has secured an additional $2 million in funding from Verizon Ventures, the lead investor of their Series A round. AdStage’s customer base currently manages over 18,000 advertising accounts and $100MM in quarterly ad spend through its suite of products.
The latest injection of funding enables AdStage to invest in its vision to connect digital marketers with their disparate systems and workflows by consolidating the process into one platform. This includes developing solutions that allow marketers to easily analyze pay-per-click performance across channels, automate daily campaign tasks, and integrate their existing tools.
“Our vision has always been to unite the various paid channels where the digital marketer or Head of Demand Generation is at the apex of revenue operations,” said Sahil Jain, CEO of AdStage. “As marketing technology evolves, this individual requires the tools that not only unite the paid channels, but collaborates with the complementary business units to drive customer acquisition.”
Aligned with their mission to create a platform that supports the increasing demands of cross-channel campaigns, AdStage bolstered its suite of solutions with the release of two new product lines, Automate and Report. Automate allows marketers to place otherwise tedious campaign tasks on autopilot for continual monitoring and optimization of their ad campaigns. Since its release in late February, the product now supports over 2,000+ daily user-defined optimization rules. Report offers a customizable reporting solution that eliminates the need to prep and pull data from different marketing channels into a spreadsheet. Since its beta debut in July, AdStage customers have used real-time dynamic reporting views to generate over 1,000 reports.
“Constantly testing different marketing channels and messages with a unified dashboard to better compare, understand and monitor how campaigns are performing is crucial for brands to remain relevant and competitive,” said Mark Smith, Executive Director at Verizon Ventures. “AdStage’s platform delivers an easy to use yet comprehensive solution that benefits the digital marketer. We look forward to their continued growth.”
The new funding will be used to accelerate team growth and product development against the connected platform vision, as the technological needs of digital marketers becomes more complex and fragmented.
“The rise of the CMO, demand generation manager and marketing operations have ushered in new tools and technologies to bring business units together,” said Jain. “These solutions now enable organizations to effectively share their data in programmatic ways for sophisticated execution and analysis of campaigns in an omni-channel world.”
Learn more about AdStage at www.adstage.io/
Follow us on Twitter at www.twitter.com/adstage
Follow us on LinkedIn at www.linkedin.com/company/adstage
Like us on Facebook at www.facebook.com/getadstage
Follow our blog at blog.adstage.io
AdStage is a powerful cross-channel advertising platform that enables digital marketers and agencies to manage, optimize, report and automate across all their paid search and social campaigns from one easy-to-use dashboard. With direct API integrations across AdWords, Bing, Facebook, Instagram, Twitter and LinkedIn, the platform helps advertisers improve ad performance, save time, and make informed decisions on how to optimize for campaign ROAS. AdStage suite powers the marketing campaigns of companies like Moz, New Relic, Universal McCann, and King Content.
Learn more about AdStage at: www.adstage.io.
Director of Marketing
Social Media Giant’s Newest Ad Product: Twitter Promoted #Stickers
It’s no secret Twitter is fighting for its life in the social media space. As apps like Facebook, Instagram, and Snapchat experience unprecedented growth, Twitter, on the contrary, has been faced with stagnant or, in some markets, declining active users. In an attempt to win more market share, the Twitter is launching new products to keep millennials actively engaged with its platform.
What Are Promoted #Stickers?
Earlier this year, in June 2016, Twitter gave its users #Stickers, a new way to add a pop of creativity to photos. If you’ve used Facebook stickers or Snapchat filters, you may already know what stickers are and how they work on your mobile device. In a nutshell, they are just like real stickers that can be added on top of a photo, but in the digital world. For Twitter, virtual stickers are a new and fun way for people to share their photos.
See example below:
Since the launch of this product, millions of tweeted photos across sports, news, and entertainment have used #Stickers. As more and more people are using #Stickers in their tweets, Twitter is now unveiling Promoted #Stickers, a solution for brand advertisers to create custom stickers to engage users with their brands.
How Do Promoted #Stickers Work?
Promoted #Stickers offer brands an opportunity to drive brand affinity and raise awareness of their message at scale. Injecting brands is no longer just in user content feeds, but in the content itself. For users, the stickers are a form of creative expression that make a person’s photos more fun and engaging.
Brands are allowed to design four or eight stickers, such as accessories or props. These stickers are then made available in the #Stickers library for users to add to their own photos. If there are any photos that are posted using a brand’s stickers, these photos are shared with all of a user’s followers, giving brands an opportunity to be featured by their fans in a truly unique and authentic way.
In addition, Twitter also released a new search technology for Promoted #Stickers. They act as a visual hashtag, which means anyone who clicks on a photo with a Promoted Sticker will be presented with all the photos with that sticker. Similar to hashtags, a Promoted #Sticker creates a link that is connected and discoverable to anyone who clicks or taps on the sticker. This is great for brands to see, track, and engage with the people who are using their stickers in creative ways.
Who Should Use Promoted #Stickers
Twitter’s bread and butter is definitely brand advertising. The publisher’s direct response products have struggled to drive performance, so we see Promoted #Stickers as a perfect fit in the branding line of products that Twitter Ads already offers. In this case, Twitter is sticking with what it does best for advertisers, drive reach and scale for global brands.
The first advertiser to sign on to this was Pepsi, creating almost 50 custom stickers across 10 regional markets. Here’s an example of what their PepsiMoji campaign looked like:
Promoted #Stickers is available globally, but limited to select brand advertisers that already work with an account representative on the Twitter Ads team. Similar to Promoted Moments, this advertising product likely has a hefty price tag attached to it, upwards of $500,000. Nonetheless, giving the users the ability to slap an ad right into their content is an interesting concept as we’ve seen other players launch similar products like Facebook Live’s mid-roll ads and Snapchat Sponsored Lenses.
What makes Promoted #Stickers special is the addition of the virtual hashtag that’s attached to the Promoted #Sticker. This not only makes tracking campaign efficacy and brand engagement easier for advertisers but also people that are ecstatic about the brand and want to see similar fun content.
As Twitter expands its consumer product with interactive content such as stickers and live video deals, it’s brand advertising focus is more clear as they try to drive new areas of interest for branding and sponsorship potential. It’ll be interesting to see if the app’s new products will be able to re-energize its ad business after seeing its slowest revenue growth as a public company last quarter.