What’s New with AdStage: November

Posted by on Nov 22, 2016 in Product Updates, Reporting, Social | No Comments
What’s New with AdStage: November

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👇.

Automate

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. 

New IF Condition AdStage Automate Product Update via blog.adstage.io

Report

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.

AdStage Report Progress Widget Product Update via blog.adstage.io

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.

What's New AdStage Report Product Update

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.

Drag and Drop PPC Report Widgets via blog.adstage.io

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.

Quickly Move Widgets Around Drag-and-Drop AdStage Report Product Update via blog.adstage.io

Coming Soon!

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.

AdStage Report PPC Reporting via blog.adstage.io

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!

LinkedIn Releases Sponsored InMail Campaigns for All Advertisers

Posted by on Nov 16, 2016 in PPC News, Social | 3 Comments
LinkedIn Releases Sponsored InMail Campaigns for All Advertisers

Last week, LinkedIn announced its ad format, Sponsored InMail, is now available to all advertisers through the LinkedIn Ads Campaign Manager. This campaign type, previously only available to managed clients, empowers marketers to directly reach their prospects via tailored email messages.

Based on data provided by LinkedIn, over 100 advertisers participated in a pilot program of self-service Sponsored InMail prior to the release, and they saw open rates of around 45 percent and click-through rates between 4 to 7 percent.

In today’s blog post, we’ll cover everything you need to know about Sponsored InMail, from why you should use it to how to effectively craft a campaign to setting your budget.

Why Sponsored InMail Rocks

Sponsored InMail delivers a relevant and engaging ad experience to the right person, at scale. The email-like experience for the end user allows you to deliver more long-form messages without the burden of having to acquire the user’s email address first. This provides a faster solution to drive engagement through a personalized, direct, and meaningful medium.

Four reasons you should get started?

  1. Personalize Your Messages: Marketers can be extremely detailed and persuasive with InMail messages, as they have no restrictive character counts.
  2. Reach Your Audience When They’re Active: With real-time delivery, Sponsored InMail messages are only delivered when members are active on LinkedIn. And strict limits on how often LinkedIn members can receive InMail ensures your message gets maximum mindshare.
  3. Engage Your Mobile Audience: The call-to-action (CTA) button on mobile and desktop offers a responsive design to ensure the message is readable on any screen, large or small.
  4. Drive Brand Awareness: You have the option to add a 300×250 branded banner ad to the InMail that will appear on the right rail for desktop users, like the example below.

LinkedIn Sponsored InMail Inbox via blog.adstage.io

Getting Started with LinkedIn Sponsored InMail

You can easily start running a Sponsored InMail campaign today by following the steps and best practices below:

  1. Log into LinkedIn Campaign Manager
  2. Open your Ad Account, click “Create campaign” and select “Sponsored InMail”
  3. Select “Sponsored InMail” and start crafting your message

LinkedIn Sponsored InMail Select Campaign Window via blog.adstage.io

Crafting an Effective Sponsored InMail Campaign

When crafting your Sponsored InMail message content consider the messaging context of the LinkedIn Platform. We have some best practices and suggestions you can use when testing out different InMail variations.

Subject Lines

Write subject lines using concise, relevant, and conversation language. Short and impactful subject lines with a clear value exchange tend to perform better.

Here are a few keywords you can consider using:

  • Thanks
  • Exclusive invitation
  • Connect
  • Opportunities
  • Join us/me

Body Text

Sponsored InMail offers up to 100 ad variations, so you can test different combinations of text, image, and CTAs to uncover the most compelling creative for your target audience. Try conducting a simple A/B test with two ad variations at a time. This will allow you more control when tracking performance and making optimizations that will boost clicks and conversions over time.

To humanize your message, it’s best to use conversational language and keeps the copy under 1,000 characters. Here are a few additional tips to catch your prospect’s attention and drive better performance:

  • Add a personal touch with a custom salutation by using %FIRSTNAME%, %LASTNAME%. For example: Hi %FIRSTNAME% %LASTNAME%.
  • Include a contextual message body hyperlink to boost click performance.
  • Use a clear call to action (CTA) such as Try, Register, Reserve, or Join.
  • Include a relevant companion banner image to complement your message. If you do not include a banner image, another banner ad could be shown which will drive prospects to another website other than yours.

Targeting

Similar to Text Ads and Sponsored Content, you will be able to choose a target audience based on 16 different criteria. You can build your target audience offline before you start the campaign creation process for a speedier campaign set-up. Below are the different targeting parameters you can choose from for your Sponsored InMail:

  1. Location inclusion
  2. Location exclusion
  3. Company name
  4. Company industry
  5. Company size
  6. Job title
  7. Job function
  8. Job seniority
  9. Member schools
  10. Fields of study
  11. Degrees
  12. Member skills
  13. Member groups
  14. Member gender
  15. Member age
  16. Years of experience

Setting Your LinkedIn Sponsored InMail Budget

For Sponsored InMail campaigns, you will have the option to set a cost per send (CPS) bid. The CPS bid is the maximum amount you wish to pay for each Sponsored InMail that is sent to a LinkedIn member’s inbox. Then, you can set a daily budget to indicate the most that you’re willing to spend each day.

LinkedIn automatically recommends a suggested CPS bid for you, based on your target audience. The more narrow your audience is, the better, especially for your InMail messaging. However, keep in mind that the minimum CPS bid will be higher as the reach will be limited to focus solely on your target audience. Once you’ve figured out your ideal CPS based on the projected performance, you can set a budget and delivery schedule. Below is a screenshot of the details to consider when you’re figuring out your campaign bids, budget and delivery schedule.

LinkedIn Sponsored InMail Cost Per Send Budget Window via blog.adstage.io

Have you launched your first Sponsored InMail campaign yet?

Tell us about the messaging you tried in your campaign and how it performed for you in the comments section below 👇.

[The PPC Show] Episode 32: David Jaeger, CEO & Founder of Global SEM Partners

Posted by on Nov 3, 2016 in Social, The PPC Show [Podcast] | No Comments
[The PPC Show] Episode 32: David Jaeger, CEO & Founder of Global SEM Partners

The PPC Show: Episode 32

How to Align Client Goals with Your Revenue Metrics

David Jaeger, CEO & Founder of Global SEM Partners

In Episode 33 of The PPC Show, we had the privilege of bringing on David Jaeger, CEO and Founder of Global SEM Partners to dive into Ad Tech, High Growth PPC Agencies, and The Revenue Quadrant. 

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:

  1. How to Hire for Your Agency or Marketing Team
  2. Snapchat’s New API Announcement
  3. 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 👇

The Revenue Quadrant for B2B & eCommerce Business

 

How to Boost Ad Results: New Twitter Website Conversions Objective

Posted by on Oct 28, 2016 in Advertising, Social | 14 Comments
How to Boost Ad Results: New Twitter Website Conversions Objective

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.

Twitter objective selector for new campaign objectives

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:

Twitter Ads new campaign objective 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.

Twitter Ads Campaign Objective Eyelove Example via blog.adstage.io

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.

Twitter Ads Campaign Objective Set Up Your Campaign via blog.adstage.io

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.

Twitter Ads Campaign Objective Set Up Tailored Audiences via blog.adstage.io

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👇!

9 Easy Ways to Automate Your LinkedIn Ads for Better Results

Posted by on Oct 19, 2016 in Advertising, Automation, Reporting, Social | 11 Comments
9 Easy Ways to Automate Your LinkedIn Ads for Better Results

Why You Should Automate Your LinkedIn Ads

The topic of automation in marketing raises a lot of questions, curiosity, and even a degree of apprehensiveness. For good reason — it can seem scary to give up a portion of control over your ad campaign management over to technology.

In an ideal world, advertisers would have the capacity to monitor and tweak their campaigns around the clock — even on weekends. In reality, dedicated optimization time continues to dwindle under the weight of increased responsibilities, meetings, and unyielding reporting requests. There’s a time and place for automation, and it can have a profound impact on the performance of your ad campaigns, while freeing up marketers to refocus their time on what matters most.

Before we can understand how advertising automation can be used to drive better performance from your LinkedIn Advertising campaigns, let’s take a step back and examine what automation for your advertising campaigns actually means.

What is Ad Automation?

Advertising automation is the process of turning previously manual, often mundane optimization tasks into automated jobs that run in the background using technology. This allows for continual monitoring and optimization of ad accounts, campaigns, and ad creative without taking up a marketer’s precious time.

What Are The Benefits Of Using Automation?

1. It provides marketers with more time to dedicate to high level items:

    • Forming comprehensive campaign strategies
      • In-depth audience & targeting research
      • Estimating budgets & expected return projections
      • Creating thorough, robust new campaigns
    • Crafting more impactful ad creative
      • Creating themed content campaigns
      • Enhancing your product/service positioning that better resonates
      • Testing messaging with variations
    • Optimizing past the click (Conversion Rate Optimization)
      • Improving the landing page experience
        • Such as ensuring your landing page is mobile friendly
      • Testing different calls-to-action
      • Rearranging your forms position and field length

2. It can be used to monitor and improve performance trends in real-time:

    • Observing the pacing of your budget at the account and campaign levels
      • Combating overspend by pausing campaigns that reach budget
      • Increasing the pacing of underspending campaigns with bid optimization
    • Tracking and increasing the performance of your ad accounts, campaigns, and ad creative based on the metrics you care about. Such as:
      • Average CTR increases or decreases
      • Average CPM or CPC increases or decreases
      • Conversion volume trends
      • Cost per conversion trends

What Tasks for LinkedIn Ads Should I Automate?

As a LinkedIn Marketing Solutions partner, here at AdStage, we’re obsessed with creating new automation solutions that provide better campaign performance and save marketers an incredible amount of time. Below are some suggested automated tasks gained from leading LinkedIn advertiser suggestions and analysis of millions in ad spend.

1. Campaign Monitoring & Alerting

Campaign Budget Pacing Alert

Ensure your campaigns don’t overspend past your target budget with a campaign spend alert.

LinkedIn Ads Budget Pacing Alert automation alert

Let’s say you have a campaign with a $800 budget for the course of the month. Instead of needing to check in on the budget pacing for the campaign each weekday, instead set email alerts to fire when campaign spend is close to reaching your total budget.

Campaign Overspend Alert Setup

IF my “LI Conversion Tracking – Blog Post – Engagement” campaign reaches 85% of my budget (spend greater than $650), then I want an email alert sent to my inbox. I want this alert to run everyday before 5am and check on the month-to-date spend of the campaign. Once I receive the alert, I’ll lower the daily budget to pace correctly across the remaining days of the month.

Account Underspend Alert

Advertisers are provided with a budget to aid with company goals. Failing to maximize your total budget limits the number opportunities to make a larger impact for your organization. Monitor the spend pacing closely with an account level alert so you can make adjustments to utilize your total funds.

LinkedIn Ads Automate Alert Account Underspend via blog.adstage.io

Imagine having a total monthly budget of $12,000 to spend on LinkedIn advertising a month. In a 4-week month, you have a budget of $3,000 per week to spend on advertising. Instead of constantly needing to calculate monthly spend pacing in dashboards or spreadsheets, create an alert to monitor rolled up weekly spend across all your campaigns.

Account Underspend Alert Setup

IF my total ad spend last week across all the campaigns in my account is less than $2,500, THEN send me a triggered email alert to prompt me to increase campaign budgets.

2. Optimization Rules

Pause Ads with No Conversions Rule

Continuing to advertise poor performing ad copy has the negative impact of increasing your overall average cost per click, and your average cost per conversion (lead) prices. Pause poor performing Sponsored Content and Text ad creative automatically by setting up a performance rule.

AdStage Automate LinkedIn Ads Automate-Pause Non Converting Ads

Non-Converting Ad Creative Pause Rule Setup

IF any of my ad creative across desired campaigns has historic spend of $120 or more, AND over 500 impressions, BUT has received no conversions, THEN pause those ads in question — using data from the past 14-days, automatically. Run this rule everyday at 5pm and send me an email digest of the campaigns paused.

Increase Bids for Low CPA Campaigns Rule

There’s an old saying in digital advertising: if you find something that works, double down on it. Take advantage of campaigns with great click through rates and attractive cost per conversion trends by increasing their audience reach with bid optimization.

LinkedIn Ads AdStage Automate Rule Increase Campaign Bids

Increase Bids on Campaigns with Low CPAs Rule

IF any of my Text Ads or Sponsored Content campaigns have a CTR of greater than .30% AND an average cost per conversion of less than $150 AND more than one historical conversion over the past 14-days, THEN increase the campaign bid 5%, with a bid ceiling of $18.00. Schedule the rule to run every Monday morning at 5am.

Wrapping Up

Automation doesn’t need to be daunting. Instead view it as a way to automate your most mundane and routine ad optimization steps, freeing you up to think about high level strategy and ad creative. Dabble with email alerts until you feel comfortable with the process, then move into automation rules to drive better campaign performance and more conversions.

How to Take Advantage of New Facebook Campaign Planner

Posted by on Oct 11, 2016 in Advertising, Social | 8 Comments
How to Take Advantage of New Facebook Campaign Planner

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.

How to Take Advantage of New Facebook Campaign Planner Benefits

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.

Facebook Campaign Planner in Business Manager

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:

  1. Log in to your Business Manager
  2. Click Create Plan
  3. Name your plan
  4. Click Create Version
  5. 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.

How to Use New Facebook Campaign Planner First Window

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👇!

 

What’s New with AdStage in October

Posted by on Oct 6, 2016 in Product Updates, Search, Social | No Comments
What’s New with AdStage in October

September was a big month in AdStage and we’re excited to share all the network specific releases that will help you get the most out of your paid advertising efforts. After collaborating with our customers and network partners, we’ve added a wealth of newly supported features and data types.

LinkedIn Conversion Tracking

We’re honored to team up with LinkedIn Marketing Solutions to pilot the highly anticipated Conversion Tracking for Sponsored Content and Text Ads campaigns. Followed by a wave of excitement from B2B marketers, Conversion Tracking is available to all LinkedIn advertisers. Read the official release notes here.

LinkedIn Conversion Tracking allows advertisers to understand which audience, message, and landing page are driving the best return on ad spend for a desired outcome (such as a form fill).

Our product team elicited the help of some of our most active customers to pilot the support of LinkedIn Conversion Tracking within AdStage. We’re excited to reveal that AdStage users can both create, and import existing conversion tracking within the platform.

Want to learn more about this offering? Check out our comprehensive guide, “Everything You Need to Know About LinkedIn Conversion Tracking”.

LinkedIn Conversion Tracking in AdStage

Facebook Relevance Score

For years search advertisers relied on insights from Google AdWords and Bing Ads Quality Score to identify ad and keyword relevance and popularity for a specific target audience. For social advertisers, how Facebook served their creative was often a black box. With the release of ad relevance score, advertisers can now glean valuable information on how Facebook distributes and calculates the cost of their creative.

What is Facebook’s Ad Relevance Score?

“Relevance score is calculated based on the positive and negative feedback an expected ad will receive from its target audience. The more positive interactions the an ad is expected to receive, the higher the ad’s relevance score will be. The more times an ad is expected to be hid or reported, the lower its score will be.

Ads receive a relevance score between 1 and 10, with 10 being the highest. The score is updated as people interact and provide feedback on the ad.”

(source: Facebook for Business blog)

The product team is thrilled to announce relevance score is available across all three of our major product lines: management, automation, and reporting. Your ad relevance score is updated with every new account import and accessible in several views across the platform suite.

Manage

Add Relevance Score to any Facebook ad table view by selecting the “Latest Relevance Score” metric from the Select Columns drop down.

Facebook Relevance Score Support in AdStage

Automate

Create new email alerts or optimization rules based on relevance score triggers easily. Simply select “Latest Relevance Score” as an available metric in the conditions section and set your threshold.

Facebook Relevance Score in AdStage Automate

Report

Add Relevance Score as an available selected metric for any ad table reporting view. Perfect your table by using the easy drag and drop column ordering option. Finally, save it as a template for one-click future access, or schedule it as a recurring report sent to your email.

FB Relevance Score support in AdStage Report

Google Enhanced Ads Support

Google AdWords expanded the text character limits for search ads from the 25-35-35 format to a 30-30-80 format. The updated limits allow for a lot more legroom for copy, and showcased in a different format. Learn all about this update in our comprehensive post, “Everything You Need to Know About Google Enhanced Ads”

AdStage users can now fully create and import any of campaigns with Enhanced Text Ads.

Google Enhanced Text Ads support in AdStage

Deep Campaign Linking in Automate

Sometimes it’s the little refinements that enhance the whole product experience. We love when our customers help us build better products (thank you to all the customers for your feedback, we built this just for you!).  Now users can easily jump right into campaign management from the Automate summary tables.

Example Use Case:

Want to understand the impact of an automated optimization rule on an individual campaign? Simply click on the campaign name in the log and an adjacent tab will take you right to that campaign view you care about in ad management.

AdStage Automate Deep Linking


New to AdStage?

Sign-up for a free 14-day trial and gain instant access to these great new features!

Free 14-day Trial to AdStage

Everything You Need to Know: Facebook Engagement Custom Audiences

Posted by on Oct 4, 2016 in Advertising, Social | 5 Comments
Everything You Need to Know: Facebook Engagement Custom Audiences

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.

Facebook Custom Engagement Audience window in Facebook Ads Manager

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.

Create Engagement Custom Audiences to Retarget Ads using Form Submissions on Facebook Ads

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:

  1. People who opened the ad
  2. 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:

Options How to Use Video View Exclusion Targeting in Facebook Ads

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.

How to Use Video Views for Facebook Ad Retargeting

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.

Lookalike Campaigns

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 Secures $2 Million in Funding From Verizon Ventures to Double Down on Its MarTech Platform

Posted by on Sep 19, 2016 in Press Releases, Search, Social | 13 Comments
AdStage Secures $2 Million in Funding From Verizon Ventures to Double Down on Its MarTech Platform

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

About AdStage

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.

Contacts

Michael McEuen

Director of Marketing

AdStage, Inc.

michael@adstage.io

(480) 241-9877

Have You Checked Out New Twitter Promoted #Stickers?

Posted by on Sep 15, 2016 in Advertising, Social | 2 Comments
Have You Checked Out New Twitter Promoted #Stickers?

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:
How to Do Twitter Promoted #Stickers Spot a Sticker on a Pic

How to Do Twitter Promoted #Stickers Snap a Great Pic

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:

PepsiMoji Campaing Making Twitter Promoted Stickers

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.