Data Visualization: When and How to Use Graphics for PPC Reporting

Posted by on Jun 22, 2017 in Advertising, Reporting
Data Visualization: When and How to Use Graphics for PPC Reporting

Technology, an increasing demand to squeeze the most out of every minute, and the desire to objectively present information are driving our world to become ever more visual. Whether in news media, on social, or in daily business reports, there exists a need for detailed information to be presented and understood quickly.

You probably deal with mounds of data every week, but it’s often hard to sort through what really matters, and when it does, how to effectively tell a story with the numbers. No doubt you’ve come across a graphic before that either didn’t make any sense or did little to present information in a way that illustrated a point. Visualizing data isn’t always necessary, but when used correctly at the right time, can be crucial in getting your point across.

Reasons To Use Data Visuals In PPC Reports

Popping a graphic or two into a report can give it a professional look and save space where’d you otherwise need to use a bunch of text, but before you go drawing up a complicated line graph, make sure there’s a valid reason for the graphic. A few of the more obvious include:

  • Presenting and understanding complicated info quickly – Your client just sent a request for week over week CTR data for each active social platform going back 6 months. Instead of dumping it all into an Excel sheet and leaving them to decipher it, a simple graph can tell a story that might otherwise need a thousand words.

adstage CTR by week

  • Highlight emerging trends – Laying all the data out in a visual manner is often the easiest way to predict where certain trends are headed. If you’re seeing a bump on a piece of creative featuring a certain style of your retail client’s denim, you could use a data visual to help them see why another look at their website promotions and store layout could be an effort with a huge payoff.
  • Spot overlaps and patterns – Let’s say you’ve been A/B testing creative and you want to show your client why they should funnel their budget into creative A, even though they love creative B. A line graph could help show the disparity between the two pieces, and the power of reallocating the budget to the winning creative.

You don’t want to spend time on a meaningless graph, but you also don’t want to miss the opportunity to include valuable information that tells a powerful story. Make sure there’s a compelling reason to visualize a chunk of data and it’ll be a natural part of your report.

When To Use Certain Visuals

Pie charts, line graphs, bar graphs, Venn diagrams. Just hearing that list can bring back middle school memories of math class. Sometimes it’s obvious which chart type is most appropriate, but other times – not so much. Figure out what the goal of your chart is, and you can easily discern between which to use.

Table/Metrics

If you have many key players referring to the data, and each will be interested in his or her own piece, a table or metric is a good call. In this example from the NY Times, a table is used to show how common certain birthdays are, based on how many babies were born on that date between 1973 and 1999.

While it’s interesting to see how your birthday might compare to another one, you’re likely only looking for information that pertains to you and then moving on. One thing to note is that unlike other data visualization options, a table won’t bring your audience to an immediate conclusion, rather it will simply organize and present the information for reference.

how common is your birthday

Graph/Chart

The very structure of a line graph is set up for data to be shown over time. In this interactive chart from USA Today, four bar charts show why Apple recently cut the price of the iPad – starting with declining market share, then slipping quarterly sales, declining tablet shipments, and finally a comparison to other tablet manufacturers. The first three graphs are shown on a year over year scale, helping highlight the iPad’s rise, plateau, and decline – a strong indication it’s time for Apple to make decisions to reverse the drop in sales.

google table market share

Tailored Visualization

Depending on what you’re trying to present, a traditional chart might not do the job. If that’s the case, you have to get creative. Time does a great job categorizing and then visualizing the daily routines of famous creative people in this interactive chart.

daily routines of famous creative people

How To Use Data Visualizations

No matter what type of data visualization you’re using, you must set the narrative. On a basic level, all graphics should be correctly titled, and all data clearly labeled. Providing the right context will help avoid misinterpretation of objective data.

AdStage’s Report product takes care of all of that for you, and helps you generate better PPC reports in minutes. As we highlighted in a previous post, the cross-channel dashboards in Report offer customizable widgets for advertisers to select the data set and the visual components of the dashboard, such as tables, metrics, graphs, and charts.

How to Save 10 Hours on PPC Management With Automation

Posted by on Jun 19, 2017 in Advertising, Automation
How to Save 10 Hours on PPC Management With Automation

Managing a PPC campaign takes time. A big part of that time is taken by activities you repeat over and over, like scheduling ads, optimizing bids, and keyword management.

Some of the activities you do to manage your campaigns are small and may take you 10 minutes. But aggregate all those little tasks, and you will see you are losing many hours a month you could spend in higher-value activities.

In this article, you’ll learn how to use automation to save up to 10 hours a month when managing your PPC campaigns.

Campaign Optimization

On Your Own: 6 hours per month

Optimizing a campaign is one of the most time consuming tasks of any PPC specialist. Tasks such as setting up new ads to test, changing bids to reflect a new tactic, and improving the ad copy of a set of ads take too much time. Most importantly, it can distract the specialist from the big picture of helping a business improve its leads and ROI.

With Automation: 2 hour per month

You can use automation to help you optimize a wide variety of basic optimization tasks, such as:

  • Pause ad sets and ad groups which spend over their desired limits
  • Pause low performing ad sets, ad groups, or specific ads
  • Increase the spending of ad sets, ad groups, or specific ads based on their high performance
  • Adjust the bids based on the impact (including ROAS and CPA)
  • Run ad tests

Google AdWords already lets you set simple automate ad rules. You can also use scripts and other AdWords automation tools, which usually give you greater control and more automation options.

Facebook has also released automation rules in 2016, allowing advertisers to optimize campaigns in a similar fashion than to Google AdWords. Some of the automation rules Facebook offer include:

  • Pause campaigns, ad sets or ads based on performance
  • Increase or decrease campaign budgets based on performance
  • Increase or decrease manual bids based on performance
  • Receive email alerts based on ad performance

Even though Facebook’s automation rules are good enough for companies with smaller budgets and levels of complexities, they can be too restraining for larger business. With the help of a tool such as AdStage, you can automate your campaigns with greater flexibility.

For example, you can implement your automation rules across multiple campaigns and ad sets simultaneously. What’s more, AdStage allows you to apply as many rules as you wish, while Facebook only lets you set up to 100 automated rules per ad account.

Ad Rotation

On Your Own: 2 hours per month

Ads don’t last forever. PPC specialists know this very well when they try to scale an ad that is performing well but stops performing as it should. The reason why a well-performing ad stops bringing any meaningful results is due to a process known as “ad fatigue.” When a publisher hits an audience with an ad too many times in a short period of time, the audience’s attention to that ad drops, which lowers the CTR and, therefore, increases its costs.

To fight ad fatigue you can implement a tactic called “ad rotation.” This consists on manually creating a large number of ads within one ad group (or set), with their respective images and copy for each one. Then, you could set a schedule time for each one, run them, and after a certain time has passed by, compare the results.

The problem with this solution is you would need to keep a tight schedule on each ad running time as well as manually check when they are supposed to stop. Finally, you would need to stop the ad yourself, and activate a new one. Repeat that over a dozen times, and you can imagine you can end up wasting a lot of time (without counting the mental fatigue that can give you).

With Automation: 30 Minutes per month

Automating ad rotation would help you set all your ads at once (with their respective headlines, copy, and images), set up how often you want to run them (which could be hours, days, weeks, or even months), and let the ads rotate automatically the way you set them up. You can then set up an alert (which you will see later how to do) and check the results without having to check constantly how they are performing.

Google AdWords currently allows you to use automatic ad rotation. Google offers four options:

  • Click optimization (the default option): With this option, Google would optimize your group to make it receive more impressions and clicks overall.
  • Conversion optimization: When Google optimizes your ads for conversion, they deliver the ads that have converted better more often into the ad auction than other ads in the ad group.
  • Even rotation: In this option, Google rotates your ads more evenly into the ad auction, helping your ads with low CTRs and conversion rates to show more often.
  • Indefinite rotation: In this option, Google also delivers your ads more evenly into the ad auction, but does so for an indefinite amount of time and does not optimize.

Facebook Ads rotation works differently, as they set up their ads in a way that different ads within the same ad set compete against each other for delivery. That means they display all the ads in your ad set until it’s clear one is performing better. As soon as that happens, the highest-performance ad will be shown more prominently than the others. Because of the nature Facebook rotates their ads, if you would like to have your ads display more evenly over the lifetime of an ad set, you need to separate your ads into different ad sets. Even if this rotation is automatic, it still requires a lot of work.

To this end, AdStage can help you rotate your ads with a feature called Flighting, which allows you to cycle a selected set of Campaigns, Ad Groups, and Ads. Once the first group of ads meets the time condition selected, those will be paused and the next step will be enabled.

Ad Scheduling (aka. Dayparting)

On Your Own: 2 hours per month

Unless you run a local business, showing your ads to your prospects at the right time can be a tiresome process. The prospects who live in the East Coast may be receiving ads that aren’t relevant at their time zone, which means you end up wasting money on people who aren’t likely to convert.

In some cases, it’s easy to know when your ads are more likely to be effective. For example, if you run a business with limited service hours which will be closed at certain times, you probably want to restrict your ads to run only while your business is open. In this case, you can limit your ads to run from 9:00 AM – 5:00 PM Monday to Friday.

In many other cases (like in the case of an e-commerce store), it’s hard to tell beforehand when your ads will perform best. That’s where scheduling your ads to show at specific times, when they have proven to work best, can be a more efficient and time-saving process.

With Automation: 15 Minutes per month

Ad scheduling, also known as “dayparting”, show your ads to the right people at the right time. You can schedule your ads to show at specific hours and days of the week. Your ads will be served your audience’s time zone so you get the results you want.

Both Google AdWords and Facebook offer dayparting in their campaign managers. The problem is they don’t make it easy for you to turn off your campaigns.

AdStage Automate lets advertisers use dayparting through the campaign scheduler. Based on data taken from your previous campaigns, you can show your ads at specific times of the day or week when they have shown to be most effective. This helps you spend your budget as efficiently as possible. Scheduling your ads in Power Editor requires a lifetime budget. With AdStage, in contrast, advertisers have no restrictions on what budget types can be used for scheduling.

Get Alerts

On Your Own: 3 hours per month

How many times have you run a campaign and feared it would end up spending more money than you desired? If you measured how much time you spent monitoring your accounts and campaigns, you’d probably gasp at the number. Whether you check in on a campaign’s spend, on your KPIs, or simply troubleshooting problems that show you, logging into accounts to look at the numbers is time-consuming.

With Automation: 15 Minutes

You can end all your worries by receiving a curated list of your accounts and campaigns straight to your inbox. With automation you can set a threshold in relation to a certain metric, and the threshold is hit, you immediately get an email or message. Alerts do all the work for you by sending updates as soon as you over or under spend, make specific adjustments, and anticipate problems before they happen.

Facebook currently doesn’t offer alerts, while Google Adwords does. Google Adwords lets you get the following email notifications:

  • Billing alerts
  • Campaign maintenance alerts
  • Newsletters
  • Google market research
  • Customized help and performance suggestions
  • Disapproved ads and policy alerts
  • Reports
  • Special offers

AdStage also allows you to create custom alerts to your inbox.

Create Reports

On Your Own: 2 Hours per month

Reporting is a common activity any PPC specialist spends a large deal of time on. The problem is, each time they need a report, they need to log in, pull all the necessary data, organize it, and export it. If they need the same report every a specific period of time, they can end up spending more time than necessary creating those reports.

With Automation: 20 minutes per month

Both Google Adwords and Facebook Ads lets you automate your report creation. The problem with their standard reports is you can’t customize it. For example, you can’t compare the performance of your AdWords and Facebook Ads campaigns. You can’t create standardized templates for reuse. This is not to mention how confusing and ineffective creating reports can be. Neither companies allow you to add graphics or tables. To do that, you you have to export your data and work it on Excel, which can be even more complicated and time-consuming.

AdStage allows you to create custom PPC report templates, and then schedule them as a recurring report (including daily, weekly, or monthly) straight to your inbox. You can also add your team members or clients with ease.

Summary

If you are a PPC specialist with too much work and not enough time, this article has shown you the power of automation. Throughout this article, you have seen how automating five tasks in your PPC management can help you save 10 hours (or even more).

 

Why AdStage Automation

[The PPC Show] This Week In Ad Tech Headlines for June 12-16th

Posted by on Jun 16, 2017 in Advertising
[The PPC Show] This Week In Ad Tech Headlines for June 12-16th

This week on The PPC Show, Paul and JD break down the top news and trends in ad tech and digital marketing.

In this episode we breakdown Facebook’s new value-based lookalike audiences, Bing’s new In-Market and Custom Audiences Targeting features, Amazon’s Audience Match Tool, Twitter’s UI update, and the impact of Google’s Ad Rank update from May.

SHOW NOTES

Facebook – Value Based LAL Audiences

Because so many people engage with ads across Facebook, Instagram and the Audience Network, we’re uniquely able to determine whether a person is likely to take actions based on historical data and people with similar characteristics. Through App Event Optimization, advertisers can deliver ads to the people who are likely to take valuable actions within their apps.

Value optimization works by using the purchase values sent from the Facebook pixel to estimate how much a person may spend with your business over a seven-day period. The ad’s bid is then automatically adjusted based on this estimation, allowing campaigns to deliver ads to people likely to spend more with your business at a low cost.

New In-Market and Custom Audiences Targeting features help advertisers target and reach their best customers

Bing Ads is releasing two new features via a pilot program that are designed to help advertisers reach their ideal customers. The two new features include In-Market Audiences (US-only), and Custom Audiences (global).

In-Market Audiences are curated lists of individuals found to have purchase intent for a particular category of products or services. Purchase intent is determined based on user signals across Bing, MSN, and other Microsoft services.

These curated lists can be associated with specific ad groups, upon which you can target and modify bids for these audiences similar to Remarketing in Paid Search lists.

Unlike In-Market Audiences, Custom Audiences are remarketing lists generated using your own data. After connecting your data platform manager into Bing’s new Custom Audiences feature, you can import your Custom Audiences segments into Bing Ads for search remarketing.

What Amazon’s Audience Match Tool Means For Advertisers
Amazon on Monday quietly launched a self-serve platform called Advertiser Audiences, which lets advertisers upload their audience lists and CRM information, enabling tactics like audience matching and lookalike modeling.
https://advertising.amazon.com/blog/advertiser-audiences

Assessing the Impact of Google’s May Ad Rank Changes
brand cost-per-click (CPC) Y/Y change has been trending lower since early May, and it appears that advertisers have some reason to cheer Google’s update at this point.

Twitter’s Given their Apps a Major Overhaul – Here’s What’s Been Updated
the new layout will change the way your profile images look. Once you have access to the new layout (it’s being rolled out now), it’s worth taking a look at your Twitter profile to ensure it looks how you want it to in the new format, and that your visuals align with the rounded presentation.

Quick Guide to Facebook Lookalike Audiences for Multiple Countries

Posted by on Jun 15, 2017 in Advertising, Social
Quick Guide to Facebook Lookalike Audiences for Multiple Countries

Facebook recently released an update to its Lookalike Audiences that makes them even more powerful and easier to use for advertisers who wish to reach a global audience. If you’re not already familiar with Lookalike Audiences, it’s a Facebook targeting option that shows ads to people who are similar to those already connected to the brand.

Using a Custom Audience list of customers, marketers can select Lookalike Audiences, which will show ads to people who “look like” their existing customer base. This is generally used as an audience expansion technique to reach more potential customers.

In the past, Lookalike Audiences had to be executed for one country at a time. For example, let’s say you wanted to target an English language ad to United States, United Kingdom, Canada, and Australia, the audiences would have be created separately and combined in the targeting.

It was fairly messy with so many audiences and obviously took a lot longer to create and manage. Many times, advertisers would limit the number of countries they wanted to target with Lookalike Audiences to avoid the chaos.

New Countries and Regions for Lookalike Audiences

With their latest update, Facebook has released Lookalike Audiences for multiple countries. If you’d like to select countries from corresponding continents, Facebook lets you expand countries from Africa, Asia, Caribbean, Central America, Europe, North America, Oceania, and South America.

Lookalike Audiences Select Countries via blog.adstage.io

Alternatively, if you’re looking to target specific regions, you can skip country targeting and target an entire region from the following list: Free trade areas, App store regions, Emerging markets, or Euro area.

Lookalike Audiences for Multiple Regions

Free trade areas groups countries are classified into the following:

  • European Economic Area (EEA)
  • North American Free Trade Agreement
  • ASEAN Free Trade Area
  • Mercosur
  • Gulf Cooperation Council
  • Asia-Pacific Economic Cooperation
  • Commonwealth of Independent States Free Trade Area

By hovering your mouse over any of the groups you can see which countries are within them.

Lookalike Audiences Regions via blog.adstage.io

App store regions may be useful for brands that wish to promote an app. The options include Lookalike Audiences from iTunes App Store Countries, Android Paid Store Countries, or Android Free Store Countries.

Emerging markets could be a good source for cheaper clicks, but keep in mind that this audience may not always have the funds or internet connectivity to be reliable customers.

Targeting the Euro area, which includes anyone who uses the Euro as their primary currency, could be useful for businesses that wish to reach the entire European Union.

For Performance Advertisers: Create a Custom Audience

With the addition of multiple countries for Lookalike Audiences, Facebook no longer requires a minimum number of people from a source country to create a Lookalike Audience. This update means you could use a seed list audience that is completely from the United States to create a Lookalike Audience in Germany, Spain, Australia, or Japan.

This may be useful for top of the funnel or brand awareness campaigns, to expose more people to your brand, but may not result in immediate conversions. For this reason, we recommend promoting an educational blog post or video that will drive more engagements, rather than conversions.

If you’re a performance advertiser looking for conversions, we don’t recommend using Lookalike Audiences as your primary targeting option, but rather, you can build a Custom Audience with people who’ve previously engaged with your website or video, and run a retargeting campaign that promotes opt-ins or products.

Creating Your Custom Audience with Robust Data Matching

In the past, Facebook only allowed you to create a Custom Audience from an email or phone number. However, now you can add a number of fields that will help you be more precise with your Custom Audience targeting and match rate with Lookalike Audiences. For performance advertisers and specifically B2B advertisers, the match rates could be higher as some consumers use their personal email address with their Facebook account rather than their business email address, which is the one you likely have on file.

To upload a data file for your Custom Audience, include as many fields as possible in your csv or txt file.

Field

Column Header

Examples

Email

email

  • username@hotmail.co.uk
  • your.name@gmail.com
  • myname@yahoo.com

Phone Number

phone

  • 1-234-567-8910
  • 12345678910
  • +44 844 412 4653

First Name

fn

  • John
  • F.
  • Émilie

Last Name

ln

  • Smith
  • Sorensen
  • Jacobs-Anderson

City

ct

  • Paris
  • London
  • New York

State/Province

st

  • AZ
  • California
  • Normandy

Country

country

  • FR
  • US
  • GB

Date of Birth

dob

  • MM-DD-YYYY
  • MM/DD/YYYY
  • MMDDYYYY
  • DD-MM-YYYY
  • DD/MM/YYYY
  • DDMMYYYY
  • YYYY-MM-DD
  • YYYY/MM/DD
  • YYYYMMDD
  • MM-DD-YY
  • MM/DD/YY
  • MMDDYY
  • DD-MM-YY
  • DD/MM/YY
  • DDMMYY
  • YY-MM-DD
  • YY/MM/DD

Year of Birth

doby

  • 1986

Age

age

  • 65
  • 42
  • 21

Zip/Postal Code

zip

  • W11 2BQ
  • 94104-1207
  • 94104

Gender

gen

  • M
  • F

Mobile Advertiser ID

madid

  • AECE52E7-03EE-455A-B3C4-E57283966239
  • BEBE52E7-03EE-455A-B3C4-E57283966239

Facebook App User ID

uid

  • 1234567890
  • 1443637309

For more details on preparing your data file for the best match rate on Custom Audiences, visit Facebook’s documentation here. Some of our clients have seen as much as a 60% increase in their match rates for their Custom Audiences.

With match rates like that and the new international expansion targeting for Lookalike Audiences, go ham on releasing campaigns with better targeted, and more scalable Lookalike Audiences for any region you wish to expand into.

What do you think of the new Lookalike Audiences? Any results you’re seeing as part of this release? Share them with us in the comments section below!

 

[The PPC Show] Jason Wu, Machine Learning and The Future of Advertising

Posted by on Jun 13, 2017 in Advertising, The PPC Show [Podcast]
[The PPC Show] Jason Wu, Machine Learning and The Future of Advertising

On this episode Jason Wu, CTO and Co-Founder at AdStage, joins The PPC Show. Besides leading the engineering effort there, he also loves running and is constantly learning about new tech topics ranging from security to AI.

Listen to the full episode of The PPC Show as he talks about the early days of AdStage, machine learning, and the future of advertising.

 

 

What Does the 2017 State of Digital Marketing Have in Common with the Doors of a Billionaire?

Posted by on Jun 12, 2017 in Advertising, Search, Social
What Does the 2017 State of Digital Marketing Have in Common with the Doors of a Billionaire?

… they’re both all about being mobile. That’s what Marin Software found (more or less) when they surveyed 500 digital marketing managers from the world’s top agencies and brands. In their 2017 State of Digital Advertising report, Marin asked these marketers what trends, opportunities, and challenges they face in 2017.

From mobile ad spend to lags in expertise and what the future of digital marketing holds, they uncovered insights that are sure to drive the field forward (and up, like a billionaire’s car doors) this year and beyond.

Budgets Migrating to Mobile

Did you know that the average mobile user unlocks their phone 150 times every day? Marin reports that 70% of respondents are actively advertising on search and social, and budgets are shifting to meet that demand.

Screen Shot 2017 06 02 at 10.16.36 AM

43% of their surveyed marketers indicated that they believe their mobile budgets around search marketing investment will increase between 10% and 30% in 2017. An additional 34% of marketers plan to increase their mobile budgets by more than 30%. And when it comes to social, 70% of marketers plan to increase their advertising budget. Not a huge surprise, says Marin, given that Facebook eclipsed Google in gross traffic for the first time ever in 2016.

Lack of Expertise

Because search and social are experiencing such growth and change, marketers indicated that it’s tough to stay at the top of their game. When asked to list the biggest challenges associated with delivering ROI from paid search, respondents listed: 1. Difficulty replicating campaigns across Google, Bing, Yahoo or other search providers (37%), 2. Lack of support for investing in paid search (31%), and 3. Lower conversion rates compared to other forms of advertising (25%).

Screen Shot 2017 06 02 at 10.18.10 AM

Marin addressed a few solutions for those top challenges. For “difficulty replicating campaigns,” they suggested investing in tools that import and continually sync Google AdWords campaigns. Regarding “lack of support for investing in paid search,” they recommended highlighting strong returns with limited risk, using past data to prove that customers use search engines to find your product. And finally, for “low conversion rates,” Marin made the case for pre-click optimization to keep the focus on the continual testing of your targeting, message, and advertising bids.

What’s Hot in 2017 and Beyond?

Are we really surprised that high-quality content was listed as homecoming queen here? In Marin’s survey, 42% of marketers said “content marketing” was their top priority in 2017. Closing out the top three were “search marketing,” with 39% of the vote, and “social media,” with 30%.

Screen Shot 2017 06 02 at 10.20.26 AM 1

The ability of consumers to price-check whenever they wish, ship items home, and more reveal the direct need for marketers to provide consumers with the right content at the right time. Marin notes this as a double-edged sword for marketers who find equal footing on mobile, while confronting increased competition to create rich content for consumers.

Still Too New

Surveyed marketers called voice search and virtual reality still too new to be a real priority in 2017. However, with Search Engine Land stating that “60% of smartphone users who use voice search have begun using it within the past year,” Marin suggests paying close attention to the impact these new technologies are having on the digital landscape.

Quora Ads: How to Create Your First Ad Campaign

Posted by on Jun 7, 2017 in Advertising, Social
Quora Ads: How to Create Your First Ad Campaign

Step-By-Step Guide for Creating Quora Ads

You may know Quora as a platform for asking questions and connecting with people who contribute unique insights and quality answers. Valued at $1.8 billion, they’re now shifting to make a play as an advertising platform with Quora Ads. And users are responding, as the platform currently has 190 million monthly unique visitors which is nearly double since a year ago, reports VentureBeat.

In an effort to monetize the platform, Quora released their self-serve ads platform out of beta and made it available to advertisers globally. According to Marketing Land, the company has “doubled its ads team, which includes several Facebook ad alums, and is planning to invest in building out the ads platform.”

Back in January, AdStage was lucky enough to get access to the beta and take the platform for a spin. Thus far we’ve been extremely impressed with their roll-out, ad platform, and interface. Plus, we’ve seen good results with 93% of traffic coming from new users, earning low cpcs (below $0.50) and fantastic CPAs. I wonder how or if it will scale, but at this pace I’m happy with Quora Ads.

To help you get started with Quora Ads, we’re going to walk you through step-by-step on how to setup your ads account and how to create your first campaign down to the ad level.

How to Set Up Your Quora Ad Account

People come to Quora to ask questions and read insightful answers. This includes people looking for reliable information about your company, products, competitors and industry. Advertise on Quora to influence people during the consideration phase of their purchase process.

Step #1 – Set Up Your Ad Account

To get started with Quora ads you’ll first need to set up an ad account. Head over to Quora’s Self-Serve Platform and input your business information.

They start by asking your account information and business information. You’ll need to be ready to assign an account name and input your business information like name and address.

Create Your Quora Ad Account

Step #2 – Additional Business Information

The next step is to fill-in additional business information like your website and business description. If you don’t have a website or business description then you can opt to leave it blank.

Add Your Business Information Quora Ad Account

You’ll also want to add your email or the email where you want to Quora notify you with updates, optimizations, and errors in your account.

Webinar Recap: Getting Started with Quora Ads

 

Navigating Quora Ads Manager

The Quora Ads Manager is very intuitive to find what you’re looking for. Here’s how the Ads Manager looks and the information contained in the dashboard.

Quora Ads Manager Dashboard

Step #1 – Manage Ads Dashboard

The ads dashboard is a snapshot into account level metrics and performance of your campaigns. Performance metrics are on the left hand side with a trend line displaying the metric over the last 7 days. You can adjust your trend line by clicking on the metrics. In this example, we’re highlighting spend over the last week.

You can see over the last week we only spent $125 and drove 260 clicks with a huge spike on Sunday and dip on Fridays. What’s interesting about Quora is when users interact with on the platform. We’ve found there’s a lot of activity on the weekends, especially on Sundays.

You can toggle the view by selecting the timeframe on the upper right of the graph. Be default you can choose from:

  • All TimeQuora Ads Manager Dashboard Date Range Selection
  • Last 30 Days
  • Last 14 Days
  • Last 7 Days
  • Today
  • Yesterday
  • Last Month
  • This Month
  • Custom

Below the trends graph you’ll find your campaign level performance. Here’s the example campaign I created to highlight how it’s previewed on the dashboard.

Quora Ads Manager Dashboard Campaigns

These are also the default columns Status

  • Campaign Name
  • Delivery
  • Impressions
  • Clicks
  • CTR
  • Cost per Click
  • Conversions
  • Conversion % (or conversion rate)
  • Spend
  • Remaining Budget

They can’t be edited. Meaning, columns can’t be added or deleted.

Step #2 – Account Billing & View Invoices

After you setup your account, you’ll have access to the Quora Ads Manager. At this point, you can create campaigns, but nothing will run until your billing is updated.

To get there, go to the top navigation in the top left and click on Billing. From here you’ll be able to enter a credit card to get started.

 

Quora Ads Manager Dashboard Billing

In the future, you’ll use this tab to view current and outstanding invoices and add or update your account’s payment methods.

Step #3 – Account Settings

This is where all that information you entered when setting up your profile lives. It also contains your ad account number, address, and contact information.

 

Quora Ads Manager Account Settings

This tab is also where you can go to add new users. You can easily add users by typing in their name and combing through the results. It helps if they already have a Quora account.

Quora Ads Adding Users

Note: user’s added to your ad account will have full privileges to create and edit ad campaigns, update billing preferences, and generate reports.

The last tab is the Conversion Pixel. We’ll break down how to configure the Conversion Pixel toward the end of the post as it can be a little tricky.

Creating Quora Ad Campaigns

Everyone wants to create campaigns that reach and help the right audience. On Quora it’s no different. To help make your campaign a success, we’re going to walk you through every setting for creating your first campaign.

Step #1 – Create Campaign

Let’s get started with your first Quora Ads campaign by going to the top left hand corner and clicking on the blue button that says “Create Campaign.”

Create Quora Ads Campaign Button

Step #2 – Enter Campaign Settings

Next you’ll be taken to a page to complete your campaign settings. Similar to Facebook’s campaign setting, this is where you’ll select your campaign objective and, like AdWords, this is where you’ll input your daily budget and schedule.

A) Name Your Campaign

Enter the name of your of campaign and remember to name your campaigns like a pro.

Name Your Quora Ads Campaign

B) Choose Your Objective

There are two objectives to pick from here. Once a campaign objective has been selected, you will not be able to change your objective without starting a new campaign. You can either pick optimize for conversions or for app installs.

Quora Ads Campaign Objective Selection

Quora has integrated with Kochava, TUNE, AppsFlyer, and Adjust for mobile app installation performance measurement. If you have a different third party solution you would like supported or require assistance in configuring your installation tracking you can email Quora at ad-support@quora.com

Again, it’s impressive to see a platform in it’s infancy launch with conversion and app install objectives from the outset.

C) Set A Campaign Budget

Now you’ll want to enter in your budget for this campaign. You’ll have two options to select from: daily maximum budget and lifetime budget.

  1. Daily maximum budget – the maximum amount overall that can spent on this campaign in a single day.
  2. Lifetime budget – the total amount that can spent over the lifetime of this campaign.

Quora Ads Campaign Budget Selection

 

Note: you can define a max daily budget and a lifetime budget for your campaign.

4) Set Your Schedule

You can you can either start immediately without an end date or you can create a custom start and end date down to the hour.

 

Quora Ads Campaign Schedule

 

Note: Quora doesn’t support dayparting at this point so your ad will run all day for the duration you selected.

Step #3 – Create Your Ad Set

It’s now time to create your ad set. Similar to Facebook and Pinterest, this is the level where the ad targeting and bidding are created.

A) Name Your Ad Set

We are big fans of campaign naming conventions here at AdStage. This is the time to make sure your Ad Set is future-proof and organized by utilizing clear naming conventions.

Name Your Quora Ad Set

B) Manually Input Topics

Quora Ads allows you target people based on topics. And it makes a lot of sense. People reading and answering questions on Quora for a specific topic are more likely to click through on an ad related to it. Now is the time to do some research on specific topics, because similar to Reddit you don’t want advertise on the wrong topics.

Next, you’ll input the topics that you want to target with your ads. If you’re looking to get started quickly then group several relevant topics into one ad set to understand if this platform will even work for your business.

 

Quora ads topic selection

 

Here are tips to selecting topics that will result in a more effective campaign:

  • Specific topics:
    • Selecting relevant and specific topics will ensure your ad appears on question pages with topics that apply to your products and services. However, keep in mind that if your topics are too specific, you might not able to reach as many people as you’d like. Applying topics that are too broad may result in lower quality leads. Your best strategy is to strike the right balance between specific and broad topics.
  • Your company/product or competitor topics:
    • Find out if your company or product has its own topic on Quora and add that as one of your target topics.
    • See if your competitors and their products have their own topics on Quora that you can use as targeting.

Note: If you’re targeting multiple topics, you won’t be see which one is driving the best performance. If that’s a concern and you want more control then you’ll want to break out each ad set by specific topic. Meaning, one topic per ad set.

C) Import Keywords

Do you have niche keywords? Or keywords that are performing well in search campaigns? Enter keywords from a Google AdWords campaign in order to receive suggestions for comparable Quora topics. Keywords must be entered one per line or comma-separated.

Quora Ads Import Keywords

 

Here are tips to selecting topics that will result in a more effective campaign:

  • Choose topics that align most with keywords that people typically use when searching for information about your products and services.
  • Identify keywords within your ad copy that might be relevant and aligned with topics that already exist on Quora.
  • Look for keywords that you’ve used on other advertising platforms that have been effective and could translate well into preexisting topics on Quora.

D) Import Locations

For locations you can enter zip or postal codes, cities, states, or countries in order to add multiple locations to your ad set.

 

Quora Ads Import Locations

Quora Ads Import Locations

Pro tip: this is where you could create location specific ad sets in addition to device specific. For example, you could create the ad sets targeting users in the US, UK, and Canada rather than lumping them all together into one ad set.

E) Platforms

Choose the devices you want your ads to appear on. This is where you could create mobile or desktop specific ad sets.

 

Quora ad set platform or device selection

 

Pro Tip: Create device specific ad sets if your website isn’t well optimized for mobile traffic or if you’re offer is better perceived on a desktop. Or if you just want to see the difference between desktop and mobile performance.

From our experience, mobile traffic is about 75% cheaper and drives the majority of traffic, and desktop traffic is more expensive, and drives the majority of conversions. It’s worth testing!

F) Excluding Locations and Questions –

A really cool feature Quora added was the ability to exclude certain locations and questions. It’s hidden under the platform selection.

 

Quora ad set exclude locations and questions

 

This is extremely valuable if you’re business doesn’t operate in certain locations or if they’re questions/pages in which you don’t want your ad to appear on.

Quora ad set exclude questions and topics

 

Pro Tip: You’ll definitely want to conduct research on topics to understand which topics you don’t want your ad running on. You want to make sure you establish topic-product fit for maximum results.

G) Setting your Bid

A feature found in Facebook manual bidding and on Pinterest is a suggested bid. You’ll definitely want to experiment with different bids to understand how the Quora algorithm works to optimize your ad results. Our best guess is Quora auction is a lot like LinkedIn’s auction.

 

Quora Ads Bid Selection

The Quora Auction

Whenever a user visits a page on Quora that’s eligible for ads, all ads are considered from all eligible advertisers based on the topic/keyword targeting of their ad sets. The winners of the auction are the ads that, according to Quora’s predictions, have the highest value for the ads slot.

How is “value” determined? Quora determines value by a combination of factors, including the “likelihood of the user clicking on each ad, the bid of each ad, and the effect of showing each ad on the user experience.” If more than one ad slot is available, only one ad slot from each ad account can win the auction.

Pro tip: start with an initial high bid to enter the auction strong. We’ve seen that CTR is definitely a factor in CPC so a strong can help get you a higher ad position on a page which usually results in a higher CTR.

H) Ad Set Summary

On the right hand side of the page, you’ll find a nice little summary of the ad set demographic targeting. In our example ad set, we selected to target two topics, zero locations, both desktop and mobile platforms which should potentially reach around ~4,500-5,500 weekly impressions.

Quora Ads Set Demographic Targeting Summary

The summary is easy to miss, but it’s really valuable to understand the estimated reach from the targeted topics/keywords you selected. Otherwise, you might be left wondering if all this work was with it.

Step #4 – Create Your Ads

If you’ve written text ads in the past then you won’t have any difficulty creating Quora text ads. It’s just like writing text ads on other platforms, but with slightly different character counts and policies.

Now that you set up your Ad Set, it’s time to create a new text ad. Here are the length requirements that must be adhered to by all advertisers:

  • Headline Sentence: Maximum of 65 characters
  • Body Text: Maximum of 105 characters
  • Display URL: Maximum of 30 characters

 

Creating a Quora Ad

It’s worth mentioning that Quora Ads have high standards for their ads and expect them to be as high quality as the content they appear alongside. All ads must adhere to Quora Ad’s content policies and guidelines and should be clear, well-formatted, and free from grammatical, capitalization, and punctuation errors. Here’s a breakdown of Quora’s rules and policies for ads.

Let’s walk through all the text ad settings and guidelines for each one.

A) Headline Sentence General Rules

The Headline Sentence fields should be in full sentences and should end with a punctuation mark.

  • Headline Sentence: Maximum of 65 characters
  • Not permitted: We are looking for machine learning experts. Learn more today
  • Acceptable: We are looking for machine learning experts. Learn more today.

B) Body Text General Rules

  • Body Text: Maximum of 105 characters

Incorrect/unusual use of capitalization and abbreviations

Ad copy frequently contains unnecessary capitalization, which is not permitted. Commonly known abbreviations are permitted, but where possible, the full word should be used.

Correct capitalization must be used at all times.

  • Not permitted: 40% off if you register now. Don’t miss this GREAT DEAL.
  • Not permitted: 40% off if you register now. Don’t miss this GrEaT DeAl.
  • Acceptable: 40% off if you register now. Don’t miss this great deal.

The first letter of every word should not be capitalized unnecessarily. Titles (such as articles, books, and movies) with consistent capitalization on your website or app is allowed.

  • Not permitted: Learn More About Our Services By Signing Up Today.
  • Acceptable: Learn more about our services by signing up today.
  • Acceptable: Buy Harry Potter and the Sorcerer’s Stone today.

Capitalization is allowed for common acronyms, abbreviations, or initialisms. Capitalization is also allowed for trademarks, brand names, or product names that are consistently capitalized on your website or app.

  • Acceptable: 40% off if you register now. Register ASAP to not miss this great deal.

Strikethroughs, italics, bold, underlines, and emojis are not allowed.

  • Not permitted: We are looking for machine learning experts. Learn more today.

Ellipses are not permitted.

  • Not permitted: Sign-up for a free trial today…
  • Acceptable: Sign-up for a free trial today.

More body text policies to adhere to:

  • Do not include links in your ad text copy.
  • Do not use profanity.
  • Do not include sexual-related content in your copy unless you have obtained explicit permission from Quora beforehand.
  • Do not mention Quora in your ad text copy without prior written permission and approval from Quora.

C) Landing Pages and Destination URL Requirements

Your destination URL must function properly in all browsers and on all platforms that you have chosen to run your campaign on.

Here is what you should be aware of when building your landing pages:

  • Should be in English only.
  • Should clearly and accurately reflect the product or service being promoted in your ad.
  • Should not trigger pop-ups or pop-unders when someone arrives upon or exits the page.
  • Should not automatically initiate downloads, malware, or spyware upon arrival.
  • Should not link to a file that requires an additional program or application in order to view content.
  • Should not have confusing design elements nor include fake clickable elements to entice clicks.
  • Should not contain images or words that are included for sensational or shock purposes. This includes images and words that are sensational, aggressive, offensive, disrespectful, threatening, or excessively violent. We also do not permit clickbait ads, including anything that is sensationalist, hyperbolic, alarmist, or that plays on people’s fears or self-esteem.
  • Should not mention Quora unless you have obtained permission first.

D) Destination URLs:

  • Should lead to a page owned by your company, to a web storefront selling your product or service, or to an article about your product or service. If we determine that your display URLs aren’t accurately reflecting the destination URL you’re directing people to, we reserve the right to reject your ads.
  • Should not lead people to a site that is an error page or is under construction.
  • Should not be directed to a page that does not explicitly belong to your company, but can be directed to your Quora company account.

E) Display URLs:

  • Display URL: Maximum of 30 characters
  • Should consist of the domain of your final URL. You are also permitted to use subdomains except when your subdomain is a trademarked term that does not belong to you.
  • Should consist of lowercase letters. For example, the words “business” and “Quora” should be displayed as business.quora.com).

F) Importing Existing Ads

You also have the ability to import from an existing Quora ad, which makes the process for duplicating and creating new ads a little quicker and more efficient.

G) Call to Action

Like Facebook ads, you’ll have the ability to add a Call to Action to your ad. Quora provides advertisers 16 different CTAs encompassing most popular offers.

Quora Ads Call to Action

H) Ad Preview

On the right hand side there lives the ad preview so you can see the see what your ad looks like as you’re creating it.

Quora Ads Preview Breakdown

How to Configure the Quora Conversion Pixel

Quora right out of the gate offers a conversion pixel to track events and goals as specified by you. This code allows Quora to optimize conversions on your ad campaigns, which is really impressive for such a young platform. This code sends data back to Quora so you can measure activity, track conversions, and optimize accordingly.

Note: if you’re tracking multiple conversion event pages on your site, you can put the pixel on multiple pages, but they can’t yet be tracked separately to individual campaigns in your Quora Ads Manager reports.

There are two options available for marketers looking to install the code. The first option is to add a snippet of code to your website. The other is to

Step #1 Install Base Code

Install this code on specific pages of your website where the conversion event you want to track will happen.

Option A: Send events on page load
If the event you want to track occurs when a person visits a page, the event code should be installed on that page. To send events on page load, make sure to use Option A from Step 1, and add the event code inside the <head></head> tags directly after the base code. You can also place the event code inside the <body></body> tags if needed, but it is not the recommended approach. It is critical that the following code is installed after the base code defined in Step 1, otherwise it will not work correctly.

Option B: Use an image pixel (not recommended)
For this option, you’ll be given an image pixel base code to paste inside the <body> tag.

Step #2 Install Event Code to Track Conversions

Option A: Send events on page load
If the event you want to track occurs when a person visits a page, the event code should be installed on that page. To send events on page load, make sure to use Option A from Step 1, and add the event code inside the <head></head> tags directly after the base code. You can also place the event code inside the <body></body> tags if needed, but it is not the recommended approach. It is critical that the following code is installed after the base code defined in Step 1, otherwise it will not work correctly.

For example, you’ll want to place this additional event script right above the End of Quora Pixel Code from Step #1 Option A.

 

Quora Ads Conversion Pixel Event Tracking

 

Option B: Send events on inline actions
If the event you want to track does not result in a new page load, the event should be installed when the action happens. To send events on inline actions, use Option A from Step 1, and install the event code to be requested when the inline action happens, in between appropriate <script></script> tags. For example, if a person clicks an ‘Add to Cart’ button that does not take a person to a new page, then you will want to add the event code to HTML element click handlers, such as to the ‘Add to Cart’ button example below.

Step #3 – Verify Proper Installation

To verify your Quora Conversion Pixel is installed properly, visit the webpage where you expect a conversion event to be counted. Referrer URLs will be displayed below. They will reflect pixel views from the last 15 minutes, and will be updated on a 5 minute delay.

Quora Ads Recap

Quora Ads might be better suited for B2B marketers trying to showcase their products/software to users looking for solutions. I think anyone has one run pay-per-click campaigns previously will appreciate the Quora Ads Manager. It’s a hybrid of AdWords and Facebook. They took the best elements of each platform and smashed them together into an intuitive platform for marketers to create campaigns.

You’re now ready to launch your first Quora Ads campaign. Let us know what you think about their ads platform and share some of your initial results in the comments. Best of luck!

What’s Sexier Than Machine Learning? Not Much, My Friends …

Posted by on Jun 6, 2017 in Advertising, PPC News
What’s Sexier Than Machine Learning? Not Much, My Friends …

Machine Learning Marketing Report

Machine learning. Is there anything marketers are more excited about right now? While machine learning marketing applications are still a rarity for businesses outside of the enterprise level, the folks over at Executive Consensus (EC) think that’s going to change in a big way over the next few years.

In their latest expert consensus, Machine Learning in Marketing – Expert Consensus of 51 Executives and Startups, they polled executives at more than 50 companies, specializing in the fields of both AI and marketing. Their goal was to “determine the applications of machine learning and AI that are driving strong business value now, as well as the applications that would make the biggest difference in the next five years.”

Respondent Background

Most of the companies surveyed were small, with 70% clocking in at fewer than 50 employees, and primary company revenues between $0-$500k and $1-$5M. The main products and services these companies offer are analytics (26%) and targeting/segmentation (24%). And entry level price points for most respondents are under $999 (41%) or between $1k-$5k (27%).

Demographics of company and respondents

EC also identified the primary business goals of participating companies. “Generating new revenue,” “retaining existing customers,” and “acquiring new customers” were the top three goals, leading EC to presume that that the participating companies were targeting marketing departments within their client companies. Additionally, 80% of sample companies focus on eCommerce and retail verticals, while 60% focus on online and social media companies.

Selling AI and Machine Learning

When asked about the challenges of selling AI marketing tech, respondents identified “demystifying the technology” as the biggest hurdle, garnering it almost as many responses as the next three challenges combined. “Low data quality” and “attribution is difficult” rounded out the top three here.

biggest challenge of selling AI and marketing products

While EC acknowledged that “it’s hard to explain” could be viewed as an excuse for underdeveloped sales or marketing skill sets, they pointed out that AI is still viewed as something for “early adopters” and that explaining such advanced technologies is challenging for even the most experienced salespeople and marketers. As AI continues to grow in popularity and use, however, EC sees these conversations getting easier and less intimidating.

Why AdStage Automation Beats Facebook Automation Every Time via blog.adstage.io

Current and Five-Year ROI

So what does the current and five-year ROI forecast look like? EC’s sample companies posture that the areas of opportunity for AI in marketing will not shift much. eCommerce and online/social media verticals maintained the top two spots, with direct-to-consumer industries benefiting the most from AI marketing.

When it comes to which businesses have the most potential for value with AI in marketing, digital media and eCommerce companies came in first, with SaaS and social media businesses closing in on third place. EC guesses that the latter two rank lower because “such businesses are less common than the first two.” Anyone can create an ad-driven site or an eCommerce store, but few people can do it successfully.

Machine Learning Opportunity areas in 5 years

The research sample also showed a clear leaning towards businesses that “‘live and die’ quantifiable digital interactions.” Specifically those with the kind of data that can train machine learning models and improve performance over time. B2B physical businesses and service firms also ranked low, as they have much less quantifiable transaction data and their sales rely heavily on client interactions.

When it comes to current profit potential in AI marketing applications, “search” was voted the most profitable. And, interestingly enough, in a content-driven climate “segmentation/targeting” outranked “content generation” significantly in profit potential, though EC chalks this up to the fact that more of their sample companies were working on the former.

So what did the respondents think about the five-year profit potential of AI marketing applications? I thought you’d never ask. The responses for this section aligned with the value propositions given by the respondent companies. “Recommendation/personalization” took top honors, and ranked highly as a core value proposition.

machine learning highest 5 year profit potential

However, while “analytics” was the number one value proposition reported, analytics-related apps like “decision support” and “forecasting” didn’t make their way onto the data chart. EC guesses that this is because the companies they surveyed are developing analytics technologies specific to their needs.

When Will Machine Learning Be a Crucial Part of Every Business?

Finally, the sample companies made their adoption predictions on when AI/ML would be necessary additions to companies of all sizes and verticals. 2020 was the year that 17 respondents chose for universal integration. Only time will tell, but until then, the results of this survey would encourage us all to brush up on emerging trends, adoption, and inevitable global takeover of machine learning.

 

Facebook Ads or Instagram Ads? Here’s How to Rock Both

Posted by on Jun 5, 2017 in Advertising, Social
Facebook Ads or Instagram Ads? Here’s How to Rock Both

How to Rock Facebook & Instagram Ads

Marketers are always on the hunt of the perfect customer acquisition channel for their company. That constant search can help marketers increase their efficiency, but it can also lead them to compare apples to oranges.

The truth is, most marketing channels work very different from each other. This is the case of Facebook Ads and Instagram Ads.

Despite the fact both are social networks that belong to the same organization, they cater different kind of users who behave differently. The behavioral difference between Facebook and Instagram users changes the way you should think and carry out your ad management.

In this article, you will discover how different Facebook or Instagram users are from each other, what are the core strengths of both advertising platforms, and how you can combine them to improve your results.

Facebook Users vs. Instagram Users

When comparing Facebook and Instagram, the most obvious point of comparison is the former has a much larger user base than the latter. A quick look at their data shows us Facebook has 1.94 billion monthly active users, while Instagram has “only” 700 million monthly active users.

Despite both have a massive amount of users, the demographics of each one differ sharply, especially regarding age.

Facebook users represent 88% and 84% of all Internet population aged 18-29 and 30-49, respectively. This is no surprise as social networks tend to be used mostly by younger people. This doesn’t mean old people don’t use Facebook. 72% and 62% of all Internet population aged 50-64 and over 65, respectively, also use Facebook.

pew research center facebook users

Instagram users, by contrast, represent 59% of all Internet population aged 18-29. This is much lower than Facebook, but it’s still a great number to consider. The situation changes with people over 30 years old: only 33%, 18%, and 8% of the people aged 30-49, 50-64, and over 65, respectively, are Instagram users.

pew research center instagram users

This data shows two things:

  1. Facebook has a variety of age ranges
  2. Instagram’s user base is mostly made up by young people under 30 years old

If age is an important aspect of your advertising strategy, then take this data into consideration as it can change the effectiveness of your ads.

Facts about Advertising on Facebook

There’s no doubt Facebook is the largest and most powerful social ad network. You can find almost half the world’s Internet population on Facebook, so it’s understandable there are countless different kind of people you can reach.

The key fact isn’t who you can target and how you can do so, but rather how those people react to your ads on Facebook.

In 2014, Kentico found 40% of Facebook users don’t like engaging with companies at all while another 40% report Liking or following a brand on a social network because they were already interested in the brand and wanted to be kept informed. This same report also showed 68% ignore the messages of brands, even the ones they follow. As you will see later, this isn’t what happens on Instagram.

In this situation, companies need to engage with their audience as effectively as possible. Running ads without focusing on the user’s interests can irritate them, and therefore, ignore you. Publishing too often can also lead to the burnout of your followers, which can make them unlike your page.

One way advertisers overcome the problem of low engagement is by using video and images. According to a study carried out by AdWeek, videos earn the highest rate of engagement, with a single video harnessing an average of 2,183 interactions. This is despite representing only 3% of the content published on the site. Posts with images, on the other hand, see 230% more engagement than those without images.

Finally, 85% of Facebook daily usage is done on mobile. That explains why mobile advertising represents 80% of Facebook’s advertising revenue.

Facts about Advertising on Instagram

Although Instagram’s user base is smaller than Facebook’s, the differences in the demographic profile make the former stand out in many ways.

As you have seen before, Instagram is mostly used by millennials. Also, when compared to Facebook, there’s more content consumed on Instagram geared towards visual categories, like fashion, beauty, and architecture.

instagram content consumed

Source: Facebook

Even though the majority of Instagram’s users are young people without much disposable income to spend, their age doesn’t imply they aren’t willing to do business. According to Instagram, 50% of Instagram users follow at least one business, 60% say that they learn about a product or service on the platform, and 75% end up taking action, such as visiting a website, after looking at an Instagram advertising post.

The willingness of Instagram’s users to do business extends even further, making the social network the perfect marketing channel for e-commerce stores. According to Shopify, Instagram users spend on average $65 per referred sale, $10 more than Facebook users. Almost 50% of Instagram users conduct product research while the use the app. Finally, over a third of Instagram users have used their mobile to purchase a product online– making them 70% more likely to do so than non-users.

The behavior of Instagram users explains why 64% of B2C marketers are significantly more likely to increase Instagram activities than merely 48% of B2B marketers.

What makes Instagram so appealing to marketers isn’t just its high level of influence on purchases: only 36% of marketers use Instagram. Instagram is still a relatively young ad platform with a lot of space for growth, leaving you plenty of space to reach out and engage with the audience at a low price.

How to Run Facebook and Instagram Ads Together

So far you have seen how differently Facebook and Instagram ads from each other and what kind of companies should use them. The key, however, lies in the intersection of both social networks.

To show the power of Facebook and Instagram ads, I’ll show you two simple acquisition funnels you can copy.

Facebook First, Retarget with Instagram

Goal: This funnel is focused on attracting the largest amount of people into your funnel to drive them to your website. Then, you will retarget the ones that haven’t converted with your Instagram posts.

How the funnel works: Start by creating a campaign with the objective “Traffic.” Then create at least two ad sets, one focused on desktop and another one on mobile. Finally, create individual ads, which can be as many or as little as you deem necessary.

facebook campaign creation

In each ad set, select the targeting that represents best your audience. What matters is you deselect the Instagram feed placement and focus only on mobile or desktop. Also, make sure to have a large audience for each ad set, at least one million people.

facebook ad set

Finally, this campaign should be focused on driving traffic to your website. This could be a content piece you are promoting, a product page, or anything in between. Once you do so, you can create a custom audience of those people and retarget them on Instagram.

Once you have finished the Facebook campaign, create a new campaign focused on Instagram. First, create a campaign with the campaign objective “Traffic.” Then, when you define the targeting of the ad set, add the custom audience based on the website visitors that landed on the pages you used in the previous campaign.

instagram ad set

Alternatives: You can also start this funnel by making people “Like” your business page, and then retarget straight in Instagram. Since Instagram has high levels of engagement TK, similar to the ones of Facebook, it can work. You can also take the following funnel as an example and use Instagram to finish the conversion on Instagram.

Engage in Instagram, Finish the Conversion on Facebook

Goal: This funnel is focused on engaging with people on Instagram, then taking them to a page, and retarget those who haven’t converted on Facebook.

How the funnel works: Start by creating a campaign with the objective “Post engagement.”

instagram ad campaign

For this funnel, I would suggest you create ad sets focused on mobile only and, if you already have a following on Facebook, with the connection “People who like your page.” This last part can increase the relevance of your campaign. Then, you would need to create individual ads focused only on engaging with your posts. In these posts, share interesting photos, ask for likes and comments, create giveaways, among other engaging activities.

instagram targeting

Once you have launched your first Instagram campaign, let it run for a few weeks. After that, create a similar campaign, but this time with the campaign objective “Traffic.” The goal will be to drive people from one of your Instagram posts to a landing page.

Finally, you will create a custom audience of the people who visited that landing page but didn’t convert, and use it in a Facebook campaign with the goal “Traffic”. This campaign guarantees an engaged and interested user who is much more likely to convert.

Alternatives: If you don’t have a large following, you can first focus on getting more Likes for your business page on Facebook, or focus on creating a following right on Instagram. From there, you can implement the same funnel.

Facebook Ads vs. Instagram Ads: Which One Should You Pick?

This article has shown you a brief account of the differences and similarities of Facebook and Instagram ads. You have also seen two funnels you can use to take the power of both. But the question remains: which one should you choose?

At the end of the day, it depends on what you are looking for. If you are targeting older people and you want a full-funnel marketing channel, Facebook Ads is your best bet. If you are targeting a young audience focused on brand engagement and conversions, Instagram Ads is your obvious choice.

Pick the one that fits your needs, and get started.

How to Use Social Research to Succeed in Account-Based Marketing

Posted by on Jun 1, 2017 in Advertising, Social
How to Use Social Research to Succeed in Account-Based Marketing

You have your eyes set on bringing in a major account, but how do you go about getting their attention in a way that’s meaningful, effective, and tailored just for them? As a reminder, here’s how we defined Account-Based Marketing in a past post:

“Account-Based Marketing is about optimizing for the customer experience. Focusing on pipeline acceleration, as opposed to broad lead generation, which results in tighter alignment with sales and more revenue. Your goal is to increase engagement from key decision makers within your top accounts, using pinpointed marketing messaging.”

Social media offers many inroads and opportunities for deeper research so you can get a better idea about what makes the account you’re going after tick, and how you might introduce your product. But don’t think that researching accounts is only to bring in new customers.

By better understanding existing accounts, you can tailor ads to move them along in your product suite, forge deeper relationships by reminding them of your product benefits, and make sure you’re hitting the right person with the right message at the right time.

Below, we’ll go over what you can learn by taking an outside look at the prospective account’s social activity, then tell you about a few tools that will help you go deeper.

Follow Them Like a Fan

This is the most efficient and easiest way to keep tabs on everything the desired company is up to. Treat the account as if it’s a celebrity or musician you just have to know everything about. You can forge right in and follow them on all active channels with your company or personal social accounts, or if you prefer to be a little more stealth, you can create a private Twitter list to get all their activity in one stream without having to follow anyone. Here’s how to do that:

  1. Open your Twitter account and click on your avatar in the upper right-hand corner.
  2. Click on “Lists”
  3. Click “Create New List”
  4. Name it and give it a description
  5. Choose “Only accessible to you“ to make the list private
  6. Click “Save”
  7. To add people to the list you do not need to be following them. Do a search in Twitter for the prospective account.
  8. Click on the three vertical dots next to the “Follow” button and choose “Add or remove from lists.”

Twitter ABM Strategy

  1. Choose which list you’d like to follow that account under.
  2. To view the Tweets from a List, click on your avatar again, click on the list, and there you’ll see a timeline of tweets from everyone you included in the list.

Unfortunately, Facebook removed the ability to click to follow accounts via RSS feed and has blocked other services from providing RSS feed-style updates, so you’ll have to follow accounts directly on Facebook, but there are major benefits to that, as we touch on below.

You should also subscribe to the desired account’s blogs and newsletters. If you want to keep blog follows streamlined, a service like Inoreader lets you follow and access new posts all in one place.

Also, consider setting Google Alerts to catch any mentions of the company that might not come from them.

See What Fans Are Saying

Now that you’ve put yourself into the place of a fan, it’s time to turn up more clues by taking a look at what other people are saying about the prospective company. Take a look at Facebook comments. Often customers take to these pages to praise or complain. If people are upset at the speed of customer service and your product streamlines customer support, you have a super compelling reason to reach out for a demo, and/or a great start for messaging in a targeted ad set.

As you’re combing through fan comments, take a look at who’s chiming in. Just like your goal is to sell your product, it’s the same for the account you’re targeting. By figuring out what’s resonating, and what’s not, with their customers, you can more effectively insert yourself with solution-based offerings. Take a few minutes and do the same thing on Twitter.

Make The Most of Facebook

Because Facebook continues to be the leader in social advertising thanks to its rich user data and robust targeting capabilities, this is where you’ll be able to stealthily uncover even more information about the prospective account.

Opt into the account’s funnel by visiting their webpage, then watch for the retargeted ads you’ll be served on Facebook. Click on “Why Am I Seeing This?” in the right-hand corner of the ads to see what targeting they’re using to show ads to you. Click on the “This Ad Is Useful” button to tell Facebook you want to see more ads from the company. But why should you care so much about the company’s advertising strategy?

Because you want to know who they’re trying to sell to. If you and your product can in any way aid in helping the company find and sell to more of the people they’re going after, you’ll have no problem catching their attention with the right reach out and messaging.

To see what other ads they’ve run in the past, use Adicted Facebook ads gallery. It’s a free service that lets you plug in the name of anyone who’s ads you want to get an overview of what their ads look like.

 

adicted facebook gallery

 

Consider doing all of the above for the account’s competitors, too. By understanding what they’re up against, you can more precisely tailor your messages and ads, not to mention the opportunity to impress them with your complete market knowledge!

Enlist the Help of Free Tools

Sure, there’s tons of paid tools that promise to help you find, track, and analyze data about the account you’re going after, but there are a few free tools that can get you pretty far, too.

Social Mention surfaces recent mentions, common keywords used with the brand name, and calculates sentiment and reach. Use this for a quick snapshot of how people are talking about the company on social, and if that talk is good or bad.

Moat gives you a look at all the ads a company has recently run. Again, a great tool to take a look at competitors too.

Fanpage Karma gives you a detailed, but simple look at the health of social profiles. Plug in a name and get info on follower size, post and page performance, reach, average weekly growth, and more.

Reach Out Strategically

Now that you have all this amazing information about the prospective account, you can create and test messaging to get their attention. But that’s only the first step. You’ll also need to make sure you’re delivering it to the right person at the right time (sound familiar?).

Check out our post on Account-Based Marketing via LinkedIn ads to see how to use this platform to your benefit. LinkedIn advertising lets you select up to 100 companies to target with any Sponsored Content, Text Ads, or InMail campaign using the Company Name as the targeting option. You can also use the Contact Targeting feature to upload a list of email contacts, which is then matched with the associated LinkedIn profile, which you can use to build a matched audience to market to.

Use Custom and Lookalike Audiences on Facebook to target by job title, company, industry, and more. In this case, you want to be more specific than broad. Because your ads and messaging will be so tailored to one company, you want to make sure that’s who’s actually seeing them.

Twitter isn’t as helpful when it comes to ABM, but you can play around with uploading a list to create a Tailored Audience.

Whichever route or routes you decide to take, just remember the key to success with account-based marketing is making sure your messaging and ads are as relevant and personalized as possible.