Quick Guide to the New Facebook Delivery Insights

Posted by on May 17, 2017 in PPC News, Social
Quick Guide to the New Facebook Delivery Insights

Ever wonder if your ads are competing for visibility in the Facebook auction? Or how much they’re competing against each other?

There’s a lot that goes into determining who sees which ads on Facebook. Put simply there’s too much content available to be able to show people everything they could potentially see on Facebook, every day.

Well Facebook took some big steps toward providing more campaign transparency and predictability with Delivery Insights.

Facebook Redesigned Delivery Insights Dashboard

Back in early April 2017, Facebook announced on their blog a newly redesigned Delivery Insights dashboard as a way to help advertisers better understand the performance of their ad sets. It shows you metrics about your ad delivery, the dynamics of our ad marketplace and how the two are related to each other.

This tool isn’t exactly new though. It’s been around for over a year. However, with the redesign, Facebook dropped the tool from the Ads Manager menu tab in favor of being available in the UI.

Early feedback from advertisers is positive highlighting how actionable the data was been for investigating issues.

“Delivery Insights and notifications have empowered our team at Smule to be proactive in investigating campaigns that display sudden shifts in performance. The Audience Overlap and Audience Saturation tabs, in particular, give us actionable data which contribute to spend allocation and campaign optimization decisions. These tools have become part of our daily process in User Acquisition.”

Eugenia Kovalenko, Senior Marketing Manager, Smule Inc.

How to Access Delivery Insights

Finding your Delivery Insights is an unpredictable challenge. All Delivery Insights metrics apply at the ad set level (rather than the campaign or ad levels). They will appear in the Delivery column under Active for Ad Sets that meet these three requirements.

  1. Have been running for at least five consecutive days
  2. Have at least 500 impressions
  3. Have experienced a sudden shift in performance

Then each qualifying Ad Set will have a See Delivery Insights link you can click to go to the Delivery Insights dashboard. Note: this is not a tool you can navigate to from the Business Manager tool menu.

Facebook Delivery Insights in Ads Manager

You may also receive a business notification when a qualifying ad set experiences a performance shift that you can follow to go to the dashboard. It’s always available and can be tricky to find if you’re not in Ads Manager frequently.

Interpreting the Audience Saturation Dashboard

Once you click through to Delivery Insights this is the what the dashboard will look like.

Facebook Delivery Insightful Audience Saturation

Audience saturation is the point at which your performance starts to drop as your ad frequency rises. If your First Time Impression Ratio is low, and the outcomes you care about are declining (conversions, for example), it may be time to change your creative or targeting. Note: Auctions occur at the ad level, but Facebook shows you aggregated data for the Ad Set, because that’s where audience targeting is selected.

Impressions

The number of times your ads were viewed. Good to understand at a daily view over seven days looking for any highs or lows and trends. For example, 5/08/2017 has nearly double the amount of impressions compared to the day prior. Now I can review audience saturation, auction overlap, and activity history to find out why.

First Time Impression Ratio

The percentage of your daily impressions that comes from people seeing this ad set for the first time. It is calculated as a percentage of the new impressions that your ad set got in the past day.

Reach (Cumulative)

The number of people who saw your ads at least once over the lifetime of your campaign.

Audience Reached Ratio

The percentage of your potential audience you’ve reached so far. Your potential audience is based on who fits the audience criteria you specified, such as location and gender.

Interpreting the Auction Overlap Dashboard

Facebook auction overlap is when you have multiple ads that are eligible for the same auction. This is caused by audience overlap between ad sets in the same account. When your ads are in the same auctions, we prevent you from bidding against yourself and remove all but the most competitive ad in the auction.

Facebook Delivery Insightful Audience Overlap

Ad Sets with high auction overlap are more likely to under-deliver because they have fewer opportunities to be shown to people.

Audience overlap means you’re targeting multiple ad sets to different audiences that contain some of the same people. This is not necessarily a negative situation, but because we try to avoid showing individuals too many ads from a single advertiser in a short period of time, it could make it more difficult for each of those ad sets to spend its full budget.

Auction Overlap Rate

The percentage of times that this ad set overlapped in the auction with another of your ad sets, causing it to be removed from the auction. This number refers only to the percentage an ad set contributes to your total overlap, regardless of how much or little there is. For example, if your ad set’s Auction Overlap Rate is only 10% overall, one ad set could be contributing to 60% of that overlap.

Facebook Delivery Insights Audience Overlap Rate

Overlapping Ad Set 1, 2, & 3

This shows how a particular Ad Set overlapped in the auction with the Ad Set you’re viewing, causing the Ad Set you’re viewing to be removed from the auction. When your Ad Sets are eligible for the same auction, due to audience overlap, Facebook leaves the best performing one to keep you from bidding against yourself.

This number can be useful when figuring out how to merge Ad Sets. For example, it’d probably be more effective and efficient to merge a poorly performing Ad Set into one that’s leading to 75% of its auction removals rather than one that’s only leading to 5% of them.

This is why it’s important to ensure that the right Ad Set is shown to the right audience by campaign objective. If one Ad Set is optimizing for conversions and another is optimizing for Link Clicks, you’ll want to ensure that each one is getting the best possible audience by reducing the auction overlap.

How to Reduce Auction Overlap and Avoid Audience Saturation

Audience overlap is not an inherently a bad thing. For example, if you have two Ad Sets with broader audiences that overlap a lot but have low budgets, they may never end up in the same auctions. Audience overlap always precedes auction overlap, but doesn’t necessarily lead to it. Auction overlap is what’s actually problematic, not audience overlap. If your strategy involves audience overlap, monitor these metric to ensure it doesn’t become a problem.

Follow these best practices to set your ads up to win more auctions, get seen by more people, and maximize your results.

Adjust Targeting

To avoid or reduce audience overlap, first try refining your audience targeting at the Ad Set level. If it keeps happening, try consolidating some of your overlapping Ad Sets. If some are targeting very similar audiences, you could potentially see better results by consolidating them into one bigger Ad Set with a larger budget.

Relevance Score

Relevance is an estimate of how interested we think a person in your target audience will be in your ad compared to others targeting the same audience. Negative feedback means people who are seeing your ad are saying they don’t want to see it. Since we want to show people ads that resonate with them, an ad with a higher relevance score and lower amounts of negative feedback should reach more people in your target audience for less money.

If an ad’s relevance score is low or its negative feedback is high, first try adjusting your targeting.

Dynamic Marketplace

The Facebook auctions are dynamic marketplaces. To sustain good performance and consistent delivery, you may need to continuously tweak your ad sets. However, also keep in mind that it takes Facebook some time to register your changes and adjust how they’re showing your ads. Because of this, they discourage making too many changes too quickly. If you make a change, give it time to take effect so you can see how it changes ad performance, then make more changes if necessary.

Delivery & Budget Pacing

As you increase your budget, you have to win more auctions to spend it. There are only so many auctions with the same cost per result that you’ve been getting. Because of this, as your budget increases, you increasingly have to go for higher cost results. Therefore, Facebook will enter you into auctions with more expensive results. This obviously raises your average cost per result. Keep in mind Facebook is still trying to get you the cheapest results available, given your budget and market dynamics.

Changes to an ad set require Facebook’s system to re-learn how to best deliver it, which can lead to temporary suboptimal delivery. This could also be a factor in increased costs when increasing your budget. However, that learning should take place within 24 hours, so if the cost is still higher after 24 hours, the increase is likely not related to this phenomenon.

Conclusion

We love the new Delivery Insights dashboard as it shines a light on the Facebook auction never before seen. However, we wish this tool was available on all Ad Sets so advertisers can better understand how much audience overlap there is across all their Ad Sets.

 


Looking For a Better Way to Examine Your Facebook Data?

With AdStage Report it’s easy to stay on top of results and share them with your team.
Cut hours of manual reporting time and produce the perfect, branded report.

AdStage PPC Reporting in A Snap


 

A Quick Guide to Facebook Offline Conversions

Posted by on May 10, 2017 in PPC News, Social
A Quick Guide to Facebook Offline Conversions

Attribution is one of the toughest parts of the marketing cycle to measure (we’ve even proposed ways to help solve the problem). According to attribution software company Bizible, 74.6% of marketers use some attribution model, but only 27.6% say they chose their attribution model specifically to measure ROI by channel. Those stats go to show you that marketers are still trying to figure out the best way to connect what’s effective.

When it comes to offline conversions, the puzzle gets even more complicated. Facebook’s Lead Ads were created to help marketers acquire leads on mobile easily. But until now, it was hard to track if the lead acquired through Facebook ever resulted in greater business impact – such as becoming a customer.

Facebook Launches CRM Sync and Offline Tracking for Lead Ads

This week, Facebook announced Offline Conversion, which allows you to connect your CRM, Marketing Automation, POS, or call center system to your Facebook ad campaigns, essentially closing the loop between a digitally-captured lead and a non-digital conversion such as a sales conversation. With this information, marketers can finally give attribution to the ads that are driving business results.

match transactions to campaigns to determine attribution

Offline Conversion works for all advertising objectives, so you can implement it across the board immediately. No slow roll outs for this one! The most obvious application includes uncovering the actual performance of lead-focused ads and adjusting your strategy based on results, but marketers should also consider the ability to target high-value customers by creating Custom Audiences and Lookalike Audiences based on who converted previously. Finally, marketers should test running retargeting campaigns to existing customers and present them with additional products or services that complement their past purchase.


How to Set Up LinkedIn Lead Gen Forms and Sync Your CRM via blog.adstage.io


How to Set Up Facebook Offline Conversions

As we mentioned before, Offline Conversion capabilities are available to everyone now. There are three ways to connect your data to Offline Conversion:

  1. Use Facebook’s native offline event manager and upload the outcome of your leads, as tracked and recorded by another applicable platform. This process is also how you’ll upload information from your POS or call center systems.
  2. If you use Salesforce, Marketo, or Zapier you’re in luck – these Facebook partners participated in the beta test and have built a direct integrations with Offline Conversion offering. These links will get you started: Marketo, Leadsbridge, Zapier.
  3. Though more complicated, you can also use the Offline Conversion API to connect your CRM.

Setting Up Offline Event Manager

Step 1) In the Business Manager menu, select Offline Events to go to Offline Event Manager

facebook offline events manager

Step 2) Click Create Offline Event Set to create a new offline event set (see top right hand corner)

Create Offline Event Set

Step 3) Enter a Name and Description for your event set, and then click Create

Step 4) Upload Offline Events

Facebook Upload Offline Events

Step 5) Select your Data Source

Upload Offline Events - Select Data Source

 

Step 6) Edit your data mapping. Make sure you have columns for the Event Name and Event Time or else it won’t work. See here on how to properly set up your file.

 

facebook event mapping csv

 

Step 7) Facebook Hashed Upload and Creation

Step 8) Use Offline Events. Once you’ve completed the upload process, Facebook will show you the results of your manual uploads. In this example, we uploaded our Q1 blog subscribers as an offline event. As you can see, we had a 46% match rate. It’s actually a little higher, because of the 13,800 emails only 10,535 of them are mailable. So the match rate is closer to 60%.

Facebook Offline Conversions Finalized

Step 9) Use Offline Events to evaluate performance. Head back over to Ads Manager and select the preset columns called Offline Conversions.

Facebook columns offline conversions

Step 10) Analyze your performance! It will take a few minutes to populate the data, but if there are any leads that can be attributed back to your Facebook campaigns this is where they will show up. You can also add in custom columns if you have a particular way you want to see the metrics.

Results and Expert Opinions

Here’s how Offline Conversion has already proven its worth – Marketo, which builds marketing automation software, used Offline Conversion to adjust campaigns in real-time according to downstream results and saw a 15% cut in their cost per qualified lead.

Soso Sazesh, Founder and CEO of Growth Pilots had this to say about Facebook Offline Conversions,

“We’re excited about this feature as we’ve already been leveraging offline conversion tracking for a number of our clients and have seen promising results. The single largest challenge for B2B companies that we’ve worked with when it comes to Facebook advertising is attribution. Facebook is such a different type of advertising channel that many B2B companies don’t know how to interpret or even assess results. These new integrations will simplify an advertiser’s ability to make sense of how Facebook is impacting their entire sales funnel and I expect more B2B companies will get comfortable leveraging Facebook and making it a scalable customer acquisition channel.”


Looking For a Better Way to Examine Your Facebook Data?

With AdStage Report it’s easy to stay on top of results and share them with your team.
Cut hours of manual reporting time and produce the perfect, branded report.

AdStage PPC Report


 

How to Align Your Marketing Automation with Social Ads [MarTech 2017]

Posted by on May 9, 2017 in Advertising, PPC News
How to Align Your Marketing Automation with Social Ads [MarTech 2017]

Grabbing a prospect’s attention in B2B is difficult.

Email inboxes are always flooded with higher priority content, and prospects don’t typically think about their work needs outside of work. So how do you get your messaging in front of the right people at the right time outside of email?

Social ads are making this easier to do. With sophisticated targeting options on social platforms, you can reach people by their email address. When dayparting your ads during business hours, you have another automated way to reach your target audience at the right time.

In addition to email address targeting, you can additionally layer on the social ad targeting like interests, income level, job title, and company exclusions, to further refine the list and tailor hyper-specific messaging throughout the lifecycle.

In this session at MarTech Conference San Francisco, Sahil Jain CEO and Co-founder at AdStage Inc. and Amanda Westwood, Digital Marketing Manager at Zendesk, will reveal real use cases examples of how to marry your CRM data (first-party data) with targeted ads to connect with those same people on social platforms like Facebook, Twitter, and LinkedIn. Delivering personalized individual-level advertising that can done with CRM data and existing marketing automation campaigns.

 


 

Webinar: The Sweet Spot of True Measurement with LinkedIn

Posted by on May 5, 2017 in PPC News, Social
Webinar: The Sweet Spot of True Measurement with LinkedIn

Live Video Webinar featuring LinkedIn and AdStage: The Sweet Spot of True Measurement

Wednesday, May 17, 2017
11:00am PT | 2:00pm ET

It’s not just about measuring your marketing programs, it’s about the conclusions you can draw.

An increasing number of marketers are embracing full-funnel marketing. Changes in the buyer’s journey – particularly the fact that prospects may be as much as 90 percent complete with the purchase process before reaching out to a salesperson – mean that marketers must be delivering relevant messages throughout the path to purchase. And that requires a deeper understanding of full-funnel marketing.

Tune into The Sweet Spot of True Measurement, a LIVE video broadcast hosted at LinkedIn HQ, to learn:

  • The difference between metrics and analytics and how to take advantage of both
  • What full-funnel marketing is and how your company can leverage it
  • Goals, tactics, and metrics for reaching prospects in the upper funnel vs. the lower funnel
  • LinkedIn’s unique approach to full-funnel marketing
  • How to effectively use the full range of LinkedIn Marketing Solutions in the upper and lower funnel

LinkedIn & AdStage Webinar The Sweet Spot of True Measurement

 

 

What’s a Good B2B Conversion Rate in 2017?

Posted by on May 4, 2017 in PPC News
What’s a Good B2B Conversion Rate in 2017?

How do you determine how well you’re doing at something? By comparing. Whether it’s taking a look at historical performance, projections, or the competition, measuring one set of numbers against another is the most efficient way to find out if you’re pulling out in front, or need to revise your plan.

When it comes to conversion rates for landing pages, there’s a lot of information and available data with which to make comparisons, but it’s nowhere near apples to apples if you run a marketing company and the conversion rate data you have is from a travel company.

2017 Conversion Rates Broken Down by Industry

Unbounce, which helps you build custom landing pages and overlays to increase conversions, released a conversion benchmark report across multiple industries. Hallelujah!

They calculated median and best conversion rates by analyzing the behavior of over 74 million visitors to 64,000+ lead generation landing pages over the last quarter. They categorized pages into ten industries:

  • Travel
  • Real Estate
  • Business Consulting
  • Business Services
  • Credit & Lending
  • Health
  • Higher Education
  • Home Improvement
  • Legal
  • Vocational Studies & Job Training

Are your landing page conversions the best in your industry? via blog.adstage.io

While all the information surfaced in the report is interesting, like the fact travel, credit & lending, business consulting and vocational studies & job training are best at lead gen with conversion rates over 12%, we’ll focus on what’s most relevant to the Adstage audience: business services.

How Business Services Marketers Stack Up

Drumroll, please! First, we’ll start at the low end of what Unbounce’s investigating turned up. According to their data, 36.6% of marketers in Business Services have at least one page that converts at less than 1.4%, putting them in the 25th percentile.

On the superstar end of the spectrum, if your landing page has a conversion rate above 13%, you’re performing better than 90% of your competitors.

Are your landing page conversions the best in your industry? via blog.adstage.io

 

Don’t fret if you’re falling below the mark, later in this post we’ll cover recommendations for increasing conversion rates.

The Importance of Vertical-Specific Comparison

The beauty of Unbounce’s report is that it gives an in-depth look into numbers per vertical. This is hugely important in getting data that’s actually useful and relevant to your own business.

To understand how drastically numbers can vary between verticals, take a look at the graphs below, which show the results for landing pages for business services and business consulting.

While both in the B2B space, a top landing page conversion rate for consulting is over 21%. It would be unfair (and maybe impossible) for a business services marketer to try to hit that rate when the reality is that most companies in that industry should set their sights at almost half that, at 13%.

Are your landing page conversions the best in your industry? via blog.adstage.io

Recommendations To Increase Landing Page Conversions

If your numbers are lower than you’d like, or you want to push your pages into the 90th percentile, Unbounce has some tips on adjusting copy:

  • Be concise. Their study found pages with fewer than 100 words convert 50% better than pages with 500+ words.
  • Establish trust. Unbounce suggests if more than 8% of your language implies trust, you could see some improvement in your conversion rates.

Also check out our post on boosting PPC landing page conversions for more ideas to test out on your pages.

Download the full report to see data for other industries, highlighted differences between verticals, and the methodology used to collect data.

Quick Guide to LinkedIn Matched Audiences

Posted by on Apr 25, 2017 in PPC News, Social
Quick Guide to LinkedIn Matched Audiences

LinkedIn announced a powerful new feature called Matched Audiences, which includes three new targeting tools that let you combine LinkedIn’s professional data with your own first-party data. Now you can target website visitors, contacts, and specific accounts on LinkedIn.

LinkedIn Matched Audiences positively impacts ROI by focusing efforts on the people and accounts that are most likely to drive revenue for you. Here’s a look at the targeting tools and how to use each one.

Website Retargeting

This feature helps you market to LinkedIn members who have visited your website. Not only will you be able to tailor your ad content with more relevant messaging, but you can also better guide potential customers through the funnel.

Get started by adding a LinkedIn Insight Tag, a lightweight JavaScript tag that manages conversion tracking, retargeting, and web analytics for LinkedIn ad campaigns, and watch your audience list grow as more LinkedIn members visit your site.

Contact Targeting

Use this tool to build a custom audience by uploading your email lists or connecting to your CRM. From there, you can create messaging specific to this audience, and re-engage with churned customers.

Account Targeting

Get your message in front of decision makers at your target accounts with this feature. Upload a list of your target companies, then use LinkedIn’s data to run an account-based marketing campaign. You can target by professional demographics to make sure you’re reaching the people with buying power in the accounts with the most prospects.

LinkedIn says during its six-month Matched Audiences pilot program, on average, customers saw a 30% or more increase in CTR when Website Retargeting, Contact Targeting, or Account Targeting were used. Ready to try it out for yourself?

Steps To Get Started with LinkedIn Matched Audiences

To match LinkedIn’s robust professional data, you’ll need to provide your own third-party data. In this example, we’ve chosen to create an accounts-based list based off our audience information on Pinterest.

 

Quick Guide to LinkedIn’s Matched Audiences via blog.adstage.io

 

Within Campaign Manager in LinkedIn, navigate to “Tools” in the upper right hand corner and select Matched Audiences.

 

Quick Guide to LinkedIn’s Matched Audiences via blog.adstage.io

 

Navigate to the “Uploaded list audiences tab.”

Quick Guide to LinkedIn’s Matched Audiences via blog.adstage.io

Then click on “Upload a list.”

Once the audience list is exported as a CSV file, navigate back to LinkedIn’s Campaign Manager where you’ll be asked to name your audience and verify if the list contains accounts or contacts. In this example, we compiled an contact-based list from our newsletter audience.

 

Quick Guide to LinkedIn’s Matched Audiences via blog.adstage.io

 

Again, our example here is account-based. From there, you’ll click “Upload file” to upload your list as you prepare to run your campaign.

 

Quick Guide to LinkedIn’s Matched Audiences via blog.adstage.io

 

You’ll have to be patient once your list is uploaded. LinkedIn says currently, your list may take up to 48 hours to match and become available for targeting.

 

Quick Guide to LinkedIn’s Matched Audiences via blog.adstage.io

Linkedin Matched Audience Email Match Rates

 

You can follow the progress of matching to anticipate and prepare for the start of your campaign.

As a LinkedIn Certified Marketing Partner, it’s no secret AdStage loves the advertising capabilities this platform provides. Check out the 10 Stats You Need To Know About B2B Marketing on LinkedIn we shared a few months ago. Like the fact that 80% of B2B leads come from LinkedIn!

LinkedIn Matched Audiences is rolling out, so keep checking your Campaign Monitor for access. Be sure to check out our LinkedIn Advertising Suite if you’e looking to drive more leads.

Have PPC expertise to share? Join us for a guest post!

Have PPC expertise to share? Join us for a guest post!

Write for The AdStage Blog

Have an opinion about Facebook’s newest feature release? Want to share your tips on managing Demand Gen teams in modern agencies? Think you have a game-changing hack for optimizing your AdWords campaigns? Then we’d love to have you write a guest post for our blog. We’re always looking for fresh perspectives from the sharpest minds in search and social digital advertising to provide our audience with actionable, in-depth content that helps them better plan, execute, optimize, and report on their PPC campaigns.

A few of our favorite guest posts to date include:

How to Write an AdStage Guest Post

  • Submit your contact information and your blog post idea in this Google Form. Please allow us 7 business days to get back to you.
  • Next, once we give the go-ahead, send us a full draft of the post in google doc format. Include images! Please allow us 7 business days to review and provide edits/feedback.
  • Include a bio (50 words max), include 150 x 150 high-res photo of yourself.
  • After final edits are made and the post is approved, we will queue it up in our content schedule.
  • Lastly, we will let you know the publish date and time so you can co-promote on the launch date.

Who are our ideal guest post authors?

We accept pitches from PPC marketers of all stripes. Whether you’re working in an in-house, agency, or consultant role, everyone brings unique perspectives that are valuable to our audience.

You should have at least a couple years of experience in the PPC world. Previous pieces in published on other high-authority blogs are a plus.

Which Topics Do We Cover?

Our audience consists of data-driven marketing directors, in-house PPC managers/specialists, and PPC agency marketers from around the world. The types of articles that do well with our readers include:

  • Anything to do with planning, organizing, or executing PPC campaigns or accounts.
  • Specific Ad Network features digital advertisers can take advantage of to get the most bang for their buck (top Ad Networks include Facebook, Instagram, AdWords, LinkedIn, Bing, and Twitter).
  • How-to guides for medium to advanced PPC professionals.
  • Bonus points for focusing on PPC reporting or automation!
  • Tips for PPC Reporting for Agencies, A/B testing, Conversion Rate Optimization, Automation, B2B Lead Generation, PPC Landing Pages, Ad Creative, Re-Targeting–if it’s PPC, are all great topics!

Guest Post Requirements

  • Your post must be at least 1,000 words.
  • You must propose a target keyword.
  • We request that you use the CoSchedule Headline Analyzer to come up with your headline, and submit one with a score of at least 65.
  • Your post must be original content.
  • If your post is published, we’ll ask that you respond to all comments for the first seven days after it’s posted.

What’s in it for you?

  • Exposure to our ever-growing audience of PPC experts
  • A potential feature in our weekly newsletter
  • Shoutouts from AdStage social media accounts
  • A chance to share your expertise and build your reputation as a PPC thought leader

We look forward to hearing from you!

Have PPC expertise to share? Join us for a guest post! via blog.adstage.io

 

How to Set Up LinkedIn Lead Gen Forms and Sync Your CRM

Posted by on Apr 11, 2017 in PPC News, Social
How to Set Up LinkedIn Lead Gen Forms and Sync Your CRM

Here at AdStage, we’re jumping up and down with the release of LinkedIn Lead Gen Forms! We couldn’t wait to get our hands dirty so we built our first campaign using LinkedIn Lead Gen Forms and set up an integration with our CRM. 

AJ Wilcox of B2Linked agrees. “Lead Gen Forms are a dream for B2B advertisers,” he says. “It’s an easy-to-understand offering that doesn’t require the further education that a landing page provides. Normally, marketers pay for each click to the landing page, and then only a small percentage of those convert to leads.

With LinkedIn’s new Lead Gen Forms, the cost an advertiser pays for the click is also the conversion, often resulting in costs per conversion that are 1/10th that of what she is used to paying. This is definitely an ad unit that all LinkedIn Advertisers should test out!”

How to Set Up LinkedIn Lead Gen Forms and Sync Your CRM via blog.adstage.io

Why You’ll See More Mobile Conversions with Lead Gen Forms

This ad format helps marketers drive leads from Sponsored Content campaigns, particularly on mobile devices where conversion rates tend to be lower, as users don’t want to fill out a long form on-the-go. For mobile users, the lead form will automatically populate with the member’s data. This is a win-win for both the advertiser and the user: we have an easier way for prospects to express interest without having to type out their information by hand, plus advertisers get a boost in leads.

For B2B advertisers, the quality of the leads on LinkedIn are already far superior to other ad networks that offer lead gen ads. And, just like any other LinkedIn campaign, these campaigns come with the same reporting capabilities that LinkedIn already offers, so you can easily measure return on ad spend, cost per lead, and conversion rate.

How to Set Up Your LinkedIn Lead Gen Forms

Log into your LinkedIn Campaign Manager, head to the account in which you’d like to run the campaign, and create a new Sponsored Content campaign.

How to Set Up LinkedIn Lead Gen Forms and Sync Your CRM via blog.adstage.io

After you name your campaign, select “Collect leads using LinkedIn Lead Gen Forms” as shown below. Note that this selection is sort of like a Facebook campaign objective. You can’t go back later and change this option to direct traffic to your website, so only select this when you’re truly ready to run a Lead Gen Form campaign.

How to Set Up LinkedIn Lead Gen Forms and Sync Your CRM via blog.adstage.io
From here you can use existing creative or create a new ad. Once you’ve decided on the creative, click “Next” and you’ll be prompted to select your CTA and Form. (If this is your first form, the form dropdown will be empty and you’ll need to click “Create New Form Template” as shown below.)

How to Set Up LinkedIn Lead Gen Forms and Sync Your CRM via blog.adstage.io

Below you’ll see what’s required for the lead gen form. Note that the your company’s privacy policy URL is a required field so if you don’t have that, we recommend publishing one before setting up your campaign.

How to Set Up LinkedIn Lead Gen Forms and Sync Your CRM via blog.adstage.io

You can select up to 7 fields that you’d like to collect in your Lead Gen Form. The options could include the person’s name, contact info, company name, seniority, job title, location, and more.

How to Set Up LinkedIn Lead Gen Forms and Sync Your CRM via blog.adstage.io

Once someone submits the Lead Gen Form, you have the option to tailor a thank you message and display a URL that directs the user to your ebook, website, or landing page of your choice.

How to Set Up LinkedIn Lead Gen Forms and Sync Your CRM via blog.adstage.io

Once you complete the creation of your Lead Gen Form, choose your desired CTA that will be attached to the Sponsored Content. Select the form you’d like to use and click Next. From there, you can set your targeting, bid, and budget as you would a normal campaign and launch it.
Very simple and straightforward. But I bet you’re wondering where the leads go when people submit the Lead Gen Forms.

How to Sync Your Leads with Your CRM

LinkedIn offers a few different options for automatically syncing your lead lists with your CRM or marketing automation solution. For instance, you can use a pre-built integration with Driftrock or Zapier. We’re big fans of Zapier at AdStage so we’ll cover that integration today. And, it’s free.
Take a few minutes to create your Zapier account if you don’t already have one. Then, from there, you can create a Zap. The trigger will be using your LinkedIn Lead Gen Form where you’ll select the one option that’s available: New Form Response.

How to Set Up LinkedIn Lead Gen Forms and Sync Your CRM via blog.adstage.io

When prompted, you’ll connect your LinkedIn account by entering your credentials and selecting which account and form you wish to set up the Zap for.

How to Set Up LinkedIn Lead Gen Forms and Sync Your CRM via blog.adstage.io

You can now choose which CRM or marketing solution that you’d like to add the leads to.

How We Integrated LinkedIn Lead Gen Forms and Pardot

We use Pardot at AdStage, so that’s what we selected when we reached Zapier, but there are over 800 solutions you can choose from so don’t panic if you don’t use Pardot.

How to Set Up LinkedIn Lead Gen Forms and Sync Your CRM via blog.adstage.io

Once you supply your account credentials for the marketing or CRM provider you select, there are a number of actions you can choose from, such as sending the leads to sales member, adding them to a newsletter list, enrolling them into a webinar and so on.

In our case, we had our leads populate in a Pardot campaign and then used their automation rules to email leads in that campaign our most recent eBook. Essentially, we used LinkedIn Lead Gen Forms as a way to gate an asset, without having to convince leads to go to a landing page.

They never even have to leave LinkedIn! The entire process from being served the Lead Gen Form, to receiving the ebook, takes less time than loading your webpage, and you don’t have to do a thing except sit back and watch the leads roll in.

 


How to Set Up LinkedIn Lead Gen Forms and Sync Your CRM via blog.adstage.io


 

In the future, LinkedIn will have pre-built integrations set up with Marketo, Eloqua, and Microsoft Dynamics 365 so you can easily send your lead data to these marketing automation systems if you use one of these. Additionally, stay on the lookout for more granular reporting.

LinkedIn also plans to offer insights around demographics to show the exact number of leads you acquire from specific audience segments. We’re looking forward to this.

If you’ve launched your first LinkedIn Lead Gen Forms, tell us if you saw a boost in mobile conversion rates in the comments section below! Any fun integrations you want to share with the world? Be sure to check out our LinkedIn Ads Suite if you’re looking to drive more leads.

Experts Weigh in on Google’s Exact Match Targeting Update

Posted by on Mar 28, 2017 in PPC News, Search
Experts Weigh in on Google’s Exact Match Targeting Update

Last week, Google announced a new change that will affect exact match keyword targeting. In the past, exact match meant exact match. Then, in 2012, Google announced a fuzzy match algorithm called “close variants,” which was supposed to capture plurals, misspellings, typos, and other versions of exact and phrase match keywords. With their latest update, the exact match targeting is getting bundled with the close variant targeting algorithm, which now ignores word order and function order. In this post, we’ll cover exactly what’s changing with the switch from exact match targeting, what you can do to mitigate any surprises on your end, and what experts are saying this means for the PPC world.

What’s Changing

Rewording and reordering from close variant targeting will now include exact match targeting in AdWords. Close variant targeting not only ignores plurals, typos, abbreviations, and adverbs, but will also be broadened to ignore word order and function words. This means ads may be delivered when queries use a different word order or function words. Sadly, this limits the amount of control advertisers have over ad delivery, and further dilutes exact match targeting.

How this Update Affects Advertisers

The Google philosophy is as follows: capture as much traffic as possible with a wider net, then filter out what you don’t want, rather than building a smaller net that might not be big enough to catch everything you want. They’d prefer you spend money on some bad keywords than risk missing out on some potentially good ones.

Because of this, Google removed the ability for advertisers to opt out out of close variants in 2014. This means advertisers are being forced to place more trust on Google’s machine learning algorithms. This is obviously a smart way for Google to make more ad revenue, as they’ve claimed that early tests show advertisers could see an average of 3 percent more exact match clicks while maintaining similar click-through and conversion rates.

Below we’ll walk you through how the close variants are changing:

Function Words Could Be Ignored, Changed, or Added

Function words are essentially words that don’t have meaning on their own within a search query. Google defines function words as prepositions (in, to), conjunctions (for, but), articles (a, the) and other words that usually do not change the intent of a query. With this update, exact match could ignore, add, or change these function words to match with similar queries.
However, Google specifically states that the function words will only be ignored from the query when it does not change the meaning of the keyword. For example, “hotels in new york” can safely ignore the function word “in” because it doesn’t change the meaning. However, in the keyword “flights to new york” the function word “to” would not be ignored, because a “flight from new york” is not the same as a “flight to new york.”

Below are more examples from Google:

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io

Word Reordering

In some cases, two keywords can share the same meaning, and when they do, Google may reorder the keyword in order to deliver your ad. It’s important to note that word reordering will never add words to your keywords or the search query. For example, “buy new cars” and “new cars buy” likely mean the same thing from an intent standpoint. Exact match will use that same logic to match ads with reordered variations of your keyword.

However, similar to the function words exception, Google claims your keywords will not be reordered to match with a query if it changes the original meaning of those keywords. For example, the keyword [SFO to JFK] will not match to the query “JFK to SFO” because the destination and search intent is different. Below are a few more examples of how words can be reordered when using exact match with close variants.

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io

How to Reduce the Impact From These Updates

Let’s face it. There’s no way around this global change and you’re not going to stop advertising on Google because of it. Because this update puts the onus on advertisers to explicitly state what queries they don’t want their ads to show up on rather than the ones they do want, it is important that advertisers be more diligent than ever about digging through search query reports and thinking ahead to prevent unintended consequences when word order matters.

As the exact match targeting update is rolling out over the coming months, here are a few things you can do in that timeframe to reduce the impact these changes have on your campaigns:

  • Update your scripts. If you are using a script like the one from BrainLabs to make exact match exact, it will need to be updated as so.
  • Review all your existing exact match queries and determine if the loss of function words or a reordering of the words changes the meaning. If so, you’ll want to add those variations as negative keywords in your campaigns.
  • Review close variants in your Search Query Reports to see if other variations are currently being triggered that could be affected with the update, and add those as negative keywords.
  • Going forward, schedule more time in your day to mine through your Search Query Reports, especially for close variants (screenshot below)

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io

 


Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io


The Expert Take

It’s been a week now since the announcement and the PPC community has been buzzing with feedback about the exact match targeting update. We asked some of the leaders in the search world for their thoughts:

Gil Hong

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io

“As control freaks, this update spells doom and gloom to our tidy and structured accounts. But as marketers, this could mean additional query growth and less “Low Search Volume” keyword status.

We all survived the mandatory opt-in of close variants back in 2014 and this update only strengthens the point that no keyword structure can lead to success without active management. In the meanwhile I plan to schedule out some more SQRs.”

Julie Bacchini

Experts Weigh in on Google’s Exact Match Targeting Update via blog.adstage.io

“This change seems to be less about “increasing reach” and more about herding advertisers down the path toward keywords as a lower level targeting layer. You can’t accidentally add exact match terms to your account, you have to do it deliberately. And, what the change actually does is already covered in AdWords by using the broad match modified match type for target keywords. It’s clear that Google is viewing related queries (or “close variants”) as fully interchangeable, so if that does not work in your particular situation, it is going to require more vigilance and work to try to keep the majority of queries matching for your preferred phrasing.”

Brad Geddes

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io
Most accounts: Accounts that use combinations of exact and modified broad won’t see any more impressions. Their biggest issue will be year over year bidding or traffic moving from one ad group to another one in trending data.

The rare word order account: When word order or word variations matter, either in meaning or click values, then you need to watch the changes closely. If Google gets it right, then it might not be worth the effort to manage this closely. If Google gets the meaning wrong, then you will need to do a lot of work in order to properly manage which ad groups are receiving the clicks and their associated bids.

Small accounts using mostly exact match: These accounts are going to see the largest impact. If you are mostly relying on exact match with very little modified or broad; you will see an increase in impressions. Make sure these additional impressions are converting at the same rate as your previous ones.”

Duane Brown

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io

“At first I’m thinking this gives us less control. Google simply wants to push out more ads to make more money. When you dig into their statement around machine learning and think about all the data they have on how we search. I start to think if anyone can pull this off, it’s Google. The big “what about when” around this is how does this machine take into account sentiment and the true context of what someone searches. 20% of searches every day have never been done before and if that stat is still true…. what would the machine do in those cases? It has no reference for something that hasn’t happened yet.”

Joe Martinez

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io

“Inexperienced businesses will be hurt the most because they don’t know all the intricacies of AdWords. But if you have an established account, with a long history of appropriate negatives, I believe you won’t see a huge impact unless word order matters. If I’m a Wisconsin company selling a cheese head, I don’t want to show up when someone is searching for head cheese. Look it up. Two WAY different products.”

Matt Umbro

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io

“I’m not too concerned about the AdWords exact match update. For years, Google has been allowing close variants to show. As long as PPC Specialists have tightly themed ad groups and constantly review search query reports, these close variants can help efficiency. I don’t see the mentality changing with how exact match will now be triggered. As long as advertisers remain steadfast reviewing their queries, there shouldn’t be major issues.”

Luke Alley

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io

“With changes like this sometimes there’s a “the sky is falling” response and in the end it doesn’t turn out as bad as everyone thought. It’s still unclear how exactly it will affect performance, but it’s making us rethink some of our fundamental strategies around keyword, adgroup and campaign structure. I’m less confident in exact match campaigns and adgroups and more worried about what I’ll find in the search query report for exact match terms.  The “golden years” of true exact match ended with close variants a couple years ago, and while this continues the trend of less control, there are still many many levers we can pull to optimize and improve our digital campaigns. I’m still optimistic about the PPC future.”

Kirk Williams

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io

“I understand the reasoning for Google’s changes in AdWords, and think this is simply a logical progression from their previous close variants change in the Exact Match Type. Google is trying to make it easier for higher-intent terms to be bid on in advertisers’ accounts who haven’t taken the time to find and add every possible query into their account. Makes sense, right?

On the other hand, frankly, I and many others were already ensuring this was happening by including tightly controlled Broad Match Modified and/or Phrase keywords in our accounts to pick up these “exact close variants”. Thus for us, the change is redundant and unnecessary in our accounts (though admittedly it can now force these exact close variant matches out of lower bid BMM keywords and potentially provide better immediate bidding accuracy on those semantically matched terms in the future – as I have written here: Match Type Segmentation Wins with Google’s Exact March Matchness Update).

My thoughts are that this change will not kill the majority of accounts (I believe some high CPC, probably B2B, terms that have multiple meanings will be hit hard with this), I just think it’s one of those unnecessary changes that further dilutes the original purpose of the Exact Match Type. Exact means, well, “exactly the same” and this new change strips away that meaning even further.”


Have additional thoughts to share on the Exact Match Targeting update? Leave a comment below!

The Facebook Ad Type With the Best ROI

Posted by on Mar 28, 2017 in PPC News, Social
The Facebook Ad Type With the Best ROI

You already know Facebook is a powerful and necessary channel in your digital marketing strategy from reading reports like DemandWave’s look at digital trends, but with each different Facebook ad type, which will get you the best ROI?

Marketing analytics software company, TrackMaven, conducted an industry-wide analysis of the spend and performance of Facebook ads specifically for Dark Posts and Boosted Posts. They took a look at budgets, days of promotion, and engagement for each, revealing some useful information about where marketers are getting the most for their money. But, before we dig into the numbers, let’s take a look at the difference between Facebook Dark Posts and Facebook Boosted Posts.

What Are Boosted Posts and Dark Posts?

Boosted Posts, which Facebook calls Boosted Page posts, allow you to extend the reach of a post you’ve already published to your Page. When setting up a Boosted Post, you can choose to send it to “People who like your Page and their friends” or “People you choose through targeting.” The second option includes target specifications for location, age, gender and up to 10 interests

Dark Posts, which Facebook calls Unpublished Page post ads, allow for more customized targeting. Every Dark Post that you create can be tailored for and targeted to specific, and different, audiences. Dark Posts are a great way to test creative with different audiences without overloading your Page since none of the ads are published to your feed.

Why Boosted Wins

Marketers spend nearly twice as much per Dark Post than Boosted Post, and leave Dark Posts active for an average of 15 days longer. But engagement numbers reveal Boosted Posts are more effective. Boosted Posts receive over 9x more organic reach and 7x more organic impressions than Dark Posts on average. Boosted Posts also receive a significantly higher number of shares – 73% more. The benefits of each ad type and how they influence creative may be one explanation for the wildly different results. Businesses tend to spend more time on ads posted directly to their Page (which would become Boosted Posts), while Dark Posts tend to focus on testing, and explicit calls-to-action.

The Facebook Ad Type With the Best ROI via blog.adstage.io

TrackMaven points out that Dark Posts may be more beneficial to big brands with big budgets who are willing to commit to a longer-term strategy. Something to consider if your business meets that criteria.

Most Popular Post Type

Now that we know how and to whom to send ads, let’s look at the what. TrackMaven found the majority of posts are link posts – 84% of Dark, and 87% of Boosted. It makes sense when you factor in the reason for creating these two ad types is usually to encourage some type of qualified interaction.

The Facebook Ad Type With the Best ROI via blog.adstage.io

 

If you still need more convincing to shift focus and dollars to Boosted Posts, check out this article for other benefits AdStage has experienced first-hand.