Webinar: Getting Started with Quora Ads

Posted by on Jul 10, 2017 in PPC News
Webinar: Getting Started with Quora Ads

Webinar Recap featuring Quora and AdStage: Getting Started with Quora Ads

Quora’s Head of Product Marketing, Puja Ramani, and AdStage’s Head of Customer Acquisition, JD Prater, will discuss the Quora Ads platform and best practices on how to get started running your first campaign. If you’re interested in learning more about Quora Ads then you don’t want to miss this webinar.

In this webinar, we’ll provide actionable tips on

  • Setting up your campaign structure
  • Where Quora fits in the purchase process
  • How to leverage the platform for business success

>>Step-by-Step Tutorial: How to Create Your First Quora Ads Campaign<<

 
 

Quick Guide to Facebook Value-Based Lookalike Audiences

Posted by on Jun 29, 2017 in PPC News, Social
Quick Guide to Facebook Value-Based Lookalike Audiences

Facebook’s New LTV Lookalike Audiences

One of Facebook’s most powerful offerings for marketers is Lookalike Audiences. A new roll out is taking that feature to the next level and letting you assess current and new customers by how valuable they are, value-based lookalike audiences. According to Facebook, “LTV Is a value associated with your customers based on how much and how often they spend with your business over the course of their relationship with you.”

Sure, the people who buy from you every now and again shouldn’t be ignored, but your most loyal customers (and potential customers who display similar traits) deserve special attention within your marketing plan.

Facebook Value-Based Lookalike Audiences

The Power of Lifetime Value Metrics

LTV is one of the most important metrics for understanding and targeting your customers since it measures the direct profit your business makes off that person or account. There’s a big difference between someone who frequently buys from you but may only spend a few dollars on each purchase and someone who buys semi-regularly, but spends a lot each time. Both segments may be valuable to you in different ways at different times, but it’s important to note the contrast between the two groups and market to them accordingly.

LTV gives you a much more in-depth look at customer behavior since it can be calculated to specific time periods, including lifetime, month to month, and even to forecast. You can also use LTV to determine how much to spend on a customer that will give you the highest return, and even how to shape your product or service to keep these high LTVs coming back.

How does LTV improve my lookalike performance

LTV is an essential factor in determining where to focus your budget and effort and should be considered an integral part of your marketing plan, not an add-on to what you may already have established.

Reasons To Use LTV Audiences

Because you’re targeting people who already know and love your product or service (or again, share traits with those who already love your product), your messaging can be much lower funnel. You can skip directly to promotion instead of spending time and money on awareness, engagement, and education. The cost for these ads may be higher initially, but LTV Audiences is a longer game since it’s based on the lifetime value of a customer. Take note of immediate numbers, but the focus should be on the weeks and months following.

Step-By-Step: How To Create a Value-Based Lookalike Audience

As with most new Facebook products, value-based lookalike audiences are on a slow roll-out, so be patient and use this time to come up with a plan if you don’t already have access.

Step 1 – Create a New Custom Audience

First, check to see if you have access to the LTV Audiences feature. To do that, in your Facebook account, navigate to Audiences -> create a Custom Audience, and select Customer File. If you are a part of the roll-out, your see an option for Customer file with lifetime value (LTV). This is what you’ll click into to set everything up.

create custom audiences with LTV

Step 2 – Add Custom Value Column

From here, the flow will look similar to what you go through to create a normal Custom Audience, but with a few differences. You’ll see Step 2 requires you to “Include a column with a range of customer values.”

Facebook Value Column for LTV Custom Audiences

When creating a customer file with LTV, be sure to follow the directions Facebook gives: use positive numbers in the same currency without commas. Make sure everything is in dollar values as Facebook uses this base information to create its own rank of your customers.

Also be sure to include a full range of customers, not just those you’ve already identified as high LTV so that Facebook’s algorithms can make their own determinations on regular LTV versus high LTV customers.

Step 3 – Confirm Custom Value Column

Facebook will ask you which column you want to use for the customer value. To create the column with a range of customer values, you’ll need to do some math on your own if your CRM software doesn’t already provide you with this information.

Confirm Your Custom Value Column

Step 4 – Preview and map your identifiers

Map your data to upload it. Your data will be hashed before it’s uploaded.

Preview and map your identifiers

Step 5 – Create a Lookalike Audience

Finally, click to generate your value-based lookalike audience. You’ll use this group similarly to how you would a regular Lookalike Audience, but keep in mind who you’re targeting, and what messaging would be most appropriate.

Create a LTV lookalike audience

Remember, if you don’t see the results you were expecting right away, don’t halt the campaign. Using LTV Audiences is more of a long game. Let it run, then take a look at how the numbers panned out and what tweaks you can make to the next round.

**How to Create Facebook Lookalike Audiences for Multiple Countries**

Step 6 – Populate and Test Value-Based Lookalike Audience

It can take a few hours to populate your new value-based lookalike audience, but once it’s ready you’ll see the audience size populated. In this example, our lookalike audience size is 2,151,400 people.

LTV Lookalike Audience Ready

Using the Data to Optimize LTV

Now that you know who your high LTVers are and where to find more people and accounts just like them, it’s time to figure out how to increase that LTV and push mid-LTV customers to the next level. Because LTV is a wholesome look at a customer’s potential, increasing LTV means a direct increase in profit.

How do I measure and test performance

And don’t forget the basics of marketing here – It’s much easier to sell to someone who has heard of you and bought from you than to someone who’s stumbling across you for the very first time. A focus on returning customers (and lookalike audiences who match those you’ve already had success with) is key here.

Essentially, you’re coming up with a retention strategy aimed at those customers who are already giving you the most bang for your buck, and those who show the potential to do so.

You’ll want to model a few different scenarios to figure out who to pay the most attention to now. This may mean ignoring – or spending less time on – lower LTV customers while you focus on those who are already the most engaged and earning you max profit. Again, keep in mind that data over time is the key here. Though your efforts are happening now, the more accrued information you have, the better.


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


 

Level Up: A Deep Dive into Conversion Tracking Problems

Posted by on Jun 13, 2017 in PPC News
Level Up: A Deep Dive into Conversion Tracking Problems

Join AdStage & Hanapin for a Webinar on Thursday, June 15th at 1:00 pm EST

You might have your blinders narrowed in on the lead, but it’s time to take a step back. Arguably more important than the conversion itself is the entire conversion journey. When you take a look beyond the conversion, both before and after, this perspective can open up your eyes to the patterns that occur, and help you tie your conversions back to revenue.LevelUp_webinar

We’re teaming up with Hanapin’s Cassie Oumedian  to show you how to take your conversions to the next level with actionable tips on tracking them all the way through the full funnel.

In this webinar you’ll learn:

  • The best way to map out your conversion journey
  • How to analyze and fully understand the click to conversion window
  • The importance of different types of conversions and how to earn them in different stages of the funnel

Register button

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.

 

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, Facebook prevents 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

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 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 advanced, 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

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 on the demand The Sweet Spot of True Measurement, a recorded 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 This Week in Ad Tech audience information.

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

Step #1 

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

 

Step #2

Navigate to the “Uploaded list audiences tab.”

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

Then click on “Upload a list.”

Step #3

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

Step #4

Again, our example here is contact-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

 

Step #5

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.