50 Essential Social Media Advertising Stats

Posted by on May 19, 2017 in Advertising, Social
50 Essential Social Media Advertising Stats

There are a lot of things people say about social media advertising. Some say it works only for B2C businesses, others that they work only for small ones. Some even dare to say social media advertising isn’t effective at all.

None of that is true. Social media advertising works.

How do I know that? Because there’s a long list of stats that prove my point.

Don’t let yourself be guided by what other people say. Read the rest of this article and see how social media advertising really works.

Facebook

1. In 2016, Facebook made $26.2 billion dollars in revenue from their ads system, 95% of their total revenue. It also boasts a massive $19.81 average revenue per user in the U.S. and Canada. – Techcrunch

2. Facebook dominates the social network ad spending market worldwide by accounting for more than 65% of the total. – eMarketer

3. In Q4 2015, the company had 50 million active business pages on its platform while only 6% of them actively advertise. – Facebook

4. Facebook has 4 million active advertisers. – Facebook

5. 70% of Facebook’s advertisers are outside the U.S., while a vast majority are small businesses. – CNBC

6. Facebook is the fourth most effective social media platform to deliver content (both paid and organic), with a 41% effectiveness rate. – Linkedin

7. 78% of marketers are satisfied with their Facebook ads. – Contently

8. 52% of B2C marketers consider Facebook marketing to be more effective, while only 38% B2B marketers do so. – Social Media Examiner

9. 56% of B2C marketers have indicated that Facebook ads have helped them generate revenue for their business.  – MarketingProfs

B2C marketers generating revenue from Pinterest via blog.adstage.io

Source: MarketingProfs

10. 57% of the advertising budget of companies is dedicated to mobile. – Kinetic Social

11. Images are responsible for 75 to 90% of an ad’s performance on Facebook. – Source

12. A Facebook video receives, on average, 135% more organic reach than a Facebook photo. – Socialbakers

13. Over 70% percent of marketers plan to increase their use of video ads next year. – Mixpo

14. 44% of SMB owners and marketers plan to put money behind video content on Facebook in 2017. – Animoto

15. According to one study, the average click-through rate of a Facebook ad is 0.9% and the average cost-per-click is $0.64. – Adweek

16. Compared to regular web advertising, Facebook desktop ads have 8.1x higher click-through rates while mobile ads have 9.1x higher click-through rates. – MarketingLand

17. Link Ads are most popular kind of Facebook ad. – SmartInsights

18. The most effective length for an ad title on Facebook is 4 words, and 15 words for a link description. – SmartInsights

Takeaway

Facebook ads’ popularity and usage among businesses is growing fast. Still, 94% of Facebook pages don’t use them, so there’s a lot of room for growth.

Add images or videos to your ads as they have higher reach and effectiveness. Also, target your ads to mobile, as it takes a big part of most advertisers’ budget. That’s likely caused by the fact most people use Facebook with their mobile as well as the costs are lower.

Last but not least, use ad titles with 4 words and link description with 15 words. If possible, use link ads.

Instagram

19. Instagram has 600 million users, 400 of which use it daily. This surpasses Twitter and Snapchat’s daily usage. – Statista

20. By 2017, Instagram’s global mobile ad revenues will reach $2.81 billion, accounting for over 10% of parent company Facebook’s global ad revenues. – eMarketer

instagram mobile ad revenus worldwide via blog.adstage.io

Source: eMarketer

21. 48.8% of brands are on Instagram. By 2017, this is predicted to rise to 70.7%. If we only look at the top 100 brands in the world, 90% have an Instagram account. – eMarketer and SimplyMeasured

22. Nearly three quarters of American companies with 100 employees or more will turn to Instagram for marketing purposes in 2017.– eMarketer

23. 29% of B2B marketers use Instagram.  – Content Marketing Institute

24. 63% of B2C marketers are more likely to increase their investment in Instagram ads than 48% of B2B marketers. – Social Media Examiner

25. Only 36% of marketers use Instagram, leaving you plenty of space to reach out and engage with the audience. – Selfstartr

36% of marketers use Instagram via blog.adstage.io

Source: Selfstartr

26. 52% of marketers plan to increase their use of Instagram in 2015. – Social Media Examiner

27. Over a third of Instagram users have used their mobile to purchase a product online– making them 70% more likely to do so than non-users. – Global Web Index

28. Instagram users spend on average $65 per referred sale. In comparison, Facebook users spend $55, and the average referred sale from Twitter is just $46.26. – Shopify

average order value by social network via blog.adstage.io

Source: Shopify

29. 75% of Instagram users take action, such as visiting a website, after looking at an Instagram advertising post. – Shopify

30. 50% of Instagram users follow at least one business while 60% say that they learn about a product or service on the platform after looking at an Instagram advertising post. – Instagram

31. Ad recall from sponsored posts on Instagram is 2.9x higher than Nielsen’s norms for online advertising. – Instagram

Takeaway

Instagram isn’t used as much by B2B businesses, but it’s still an effective paid channel that’s growing in popularity, especially among big brands.

Instagram is a perfect channel if you run an e-commerce store, as most Instagram users tend to act after looking at an advertisement. Also, the average spend per user and the intent of purchase are higher than other social media channels.

If you don’t run an e-commerce business, Instagram can still be highly effective to increase ad recall.

LinkedIn

32. LinkedIn is used by 94% of B2B marketers. – Content Marketing Institute

33. LinkedIn is the most effective social media platform to deliver content (both paid and organic), with an 82% effectiveness rate. – LinkedIn

effectiveness of social media channels via blog.adstage.io

Source: LinkedIn

34. Even though Facebook is the most important social network to marketers overall, LinkedIn is the top choice for B2B marketers—41% say it’s the most important network they use. – V3 Broadsuite Blog

35. Just 18% of B2B SMB marketers are using LinkedIn ads. These same marketers are using Facebook ads at a rate of 75%. – Social Media Examiner

36. LinkedIn generates more leads for B2B companies than Facebook, Twitter or blogs individually. – Inside View

Takeaway

As expected, LinkedIn is used mostly by B2B marketers. For some reason, however, most of these marketers work for larger businesses, while most small business B2B marketers focus on Facebook. Still, if you work for a B2B business, LinkedIn would be one of your safest bets.

LinkedIn works best for lead generation and its effectiveness rate is the highest of all social networks.

Twitter

37. Twitter has an active user base of 130,000 advertisers. – VentureBeat

38. Twitter is used by 84% of B2B marketers. – Content Marketing Institute

39. 88% of B2B marketers in North America use Twitter for content distribution. – DMR

40. Twitter is the second most effective social media platform to deliver content (both paid and organic), with a 66% effectiveness rate. – LinkedIn

41. 25% of Twitter advertising budgets are dedicated to mobile, and 89% of Twitter’s Q1 revenue in 2015 came from mobile. – Infini Datum

42. Promoted tweets have been attributed to a 29% increase of offline sales. – Twitter

43. In 2014, 80% of U.S. marketers use promoted Tweets. eMarketer

44. People who see video ads on Twitter are 50% more likely to be aware of the advertiser’s brand, feel 14% more favorable about the brand, and had 18% higher purchase intent (versus those not exposed to video ads). – Twitter

video ads of Twitter improve brand metrics via blog.adstage.io

Source: Twitter

Takeaway

Despite what some may think, Twitter is used by a great majority of B2B marketers. This has to do with its effectiveness to deliver content, which is the second highest among all social networks.

Twitter video ad campaigns drive positive shifts in key brand metrics for advertisers.

YouTube

45. YouTube is used by 74% of B2B marketers. – Content Marketing Institute

B2B social media platforms usage via blog.adstage.io

Source: Content Marketing Institute

46. YouTube is the third most effective social media platform to deliver content (both paid and organic), with an 64% effectiveness rate. – LinkedIn

47. When it comes to deciding what to buy, 6 in 10 YouTube subscribers prefer to follow the advice of their favorite creator over their favorite TV or movie personality. This paid relationship would work like an ad, but not a direct one. – ThinkWithGoogle

48. 71% of businesses with more than 100 employees use YouTube. – Social Media Examiner

49. 48% of marketers plan to add YouTube to their content strategy in 2017. – Hubspot

50. YouTube’s net U.S. video ad revenues account for 18.9% of the U.S. digital video ad market. – eMarketer

Takeaway

YouTube is the second largest search engine in the world. If you have video ads, use them on YouTube, even if you work in a B2B industry.

Using YouTube with the Display Network to promote your video ads isn’t the only way you can foster its power. You should look to partner with influencers to promote your business. Also, instead of trying to make a sale right away, focus on teaching people, which will increase your engagement and relevancy.

Conclusion

In this article you have learned the real power of social media advertising. As you have seen, all of the 5 social media networks shown here are highly effective for any kind of business. It’s still true, however, that some work best for certain kinds of businesses than others. That’s why you need to choose the one that are most relevant to your needs.

Now it’s your turn. Which of the 5 social media channels shown here have you used to promote your business? Which have been the most effective of all?

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.

 


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5 Reasons to Write Different Ad Copy for Facebook & AdWords

Posted by on May 15, 2017 in Search, Social
5 Reasons to Write Different Ad Copy for Facebook & AdWords

You adjust copy when you’re running ad testing. You change social media copy based on the platform it’s running on. And I’m guessing you switch up the copy for various customer profiles when you’re running a new nurture campaign. But are you writing different ad copy for AdWords and Facebook?

The goals of each platform are very different. We’ll take a deep dive into those differences below, but here’s a high level overview (for the skimmers among us). Ads on Google are meant to target those with strong intent to purchase, while, more often than not, the goal of Facebook ads is to bring about awareness, rather than a concrete purchase.

Still not convinced it’s worth the extra time? Allow me to persuade you …

1. Intent

With AdWords, you’re reaching people who have exhibited a strong intent to purchase. This means you’re a little more inside their head. It also means your copy can and should be more direct. Don’t introduce the pain point that your product or service solves for. Your audience already knows what their pain points are because they’re searching for a solution. All you need to do is tell them how you can solve that problem for them.

Intent Ideo AdWords

Facebook ads, on the other hand, should be viewed as a way to raise awareness for your brand. While the goal of an ad on AdWords is to trigger a specific action you know your consumer is ready to make, Facebook ads may be the first introduction a consumer has to your brand or the pain point your brand solves for.

Intent Ideo Facebook

Most consumers aren’t heading to Facebook to search. So the key here becomes targeting the right audience on Facebook. Putting the right message in front of them. And doing it all at the right time.

2. Engagement

Your goals for engagement on each of these platforms will be different as well. AdWords engagement goals are generally measured in clicks, impressions, and CTR while Facebook ads have variety of engagement metrics that have nothing to do with the number of click throughs or conversions a single ad receives. For AdWords, you’ll want to communicate your message as quickly and meaningfully as you can with the limited character count your alloted. Communicate your solution or offer in a way that entices qualified clicks, and hopefully, conversions.

Datorama AdWords Ad

As previously mentioned, however, the customer seeing your Facebook ad may not have known you existed five minutes ago, so a brisk call to purchase (or even click your ad) may not be realistic or appropriate. This means how you measure engagement will be different for these ads.

Datorama Facebook

Instead of “buy now,” your CTA may shift to “like if you agree,” “share with a friend,” or “click to learn more.” Your engagement goal may just be to hear from your audience on the ad. Asking them a question, interacting with them, or asking for their feedback is something you would never do on AdWords, but it’s a great way to build trust and value with a new audience, and lay a foundation for a purchase later on.

3. Images

Your AdWords mantra? “Tell, don’t show.” Ad copy in AdWords deserves the bulk of your brainpower. You don’t have images or every marketer’s new best friend, video, to set your brand apart from the crowd. Offer a clear, targeted solution and lead with your strongest tagline as your headline.

While AdWords may be black and white, everything’s technicolor over on Facebook. This doesn’t give you a hall pass to write lackluster copy, but you should let your image do the heavy lifting. Swap your mantra to “show, don’t tell” and let your copy act as a complement to strong imagery.

pipedrive facebook

While stock photos are better than no photos, try producing or sourcing imagery that tells a story to your customer. Images can say just as much as copy, so make sure they say the right thing, and fill in the gaps with your words.

4. Targeting

Facebook ads allow you to create copy for specific audience behaviors and interests that align with your business or campaign goals. This means that you can get equally as targeted with your ad copy.

Would users interested in PowerPoint also be interested in what your company has to offer? Write ads that call out that interest and tell your audience how well your software pairs with Adobe Creative Cloud.

x.ai Facebook

AdWords offers you a more specific type of targeting, keywords. We’ve already outlined that this audience is more ready to make a purchase, so this makes things a little easier for you. You’re audience is already pretty targeted, so your copy should also be targeted towards a specific action, instead of an interest.

x.ai adwords ad

If you know that people searching for this particular keyword are ready to buy, put ad copy in front of them that pushes them to purchase. If your keyword indicates early-stage research, pull out your most persuasive argument in 30 characters or less.

5. Keywords

Ah, the magic keyword. It rules supreme in the world of AdWords and needs to feature prominently in your ad copy while maintaining a conversational tone. Write copy that meets the pain points of your target audience and you’ll set your ad apart from other brands targeting the same keyword or using dynamic keyword insertion.

The Economist AdWords Ad

 

Facebook is free from the shackles of the keyword, but your ad copy should still be focused on one goal or a main point that acts as a kind of keyword. Identify this word or phrase before writing your ad to ensure that your message remains clear, concise, and valuable to your audience.

Economist Facebook Ad

The Key Takeaway Here? Don’t Be Lazy

Yes, writing two versions of copy means more time, but the payoff will be worth the extra effort. Like ads themselves, the more targeted you can get with your message, the better the results. In a marketing landscape where competition has never been so fierce, it’s crucial to give your customer the best experience possible, and that starts by tailoring your copy to every stage of the buyer journey on every platform.

 


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


 

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.”


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When and How Use Facebook Sequential Advertising

Posted by on May 10, 2017 in Automation, Social
When and How Use Facebook Sequential Advertising

The concept of sequential advertising first started buzzing in 2013 but failed to gain momentum. That could be changing as platforms finally begin to build ways for marketers to more effectively deliver the right message, to the right person, at the right time.

What Is Sequential Advertising

But first, let’s take a small step back and look at what sequential advertising is. Essentially, it’s a way to show your targeted audience a group of ads by step, with the goal of one day following consumers’ eyes as they jump between devices. It’s different (and more advanced) than rotating ads in that it uses technology to determine which ads someone has already seen and automatically serves up the next one in the series.

So instead of running the risk of someone seeing the 4th ad in your campaign multiple times (hello, ad fatigue), sequential advertising guarantees a person will see Ad 1, then Ad 2, then Ad 3, and so on, even if they’re switching between many devices.

It’s a complicated process, which is why advertising platforms have been slow to implement it. But progress is being made, like Snapchat now allowing marketers to run sequential video ads in its Discover hub. And consumers like what they see.

Facebook, Refinery29, and Adaptly held a study that found campaigns that tell a brand story before presenting a CTA were more effective than ads that only focused on a CTA. In fact, according to the study, view-through rates for sequenced ads were 87 percent higher than standard ads.

Now we’ll go over when’s the best time to use sequential messaging, how to get a campaign going on Facebook, and how to tailor your ads to this new medium.

When To Use Sequential Advertising on Facebook

The best time to start testing a new ad unit is before the rest of the digital marketers catch on, right? But seriously, sequential advertising is proving itself to be a means to forge deeper relationships with customers thanks to the storytelling structure it provides. Even if you’re just running some light tests, early adoption could give you a huge leg up.

Sequential also works exceedingly well for less well-known brands who need to build awareness before serving a CTA, and companies that are selling a complicated product or service that’s difficult to sum up in one ad. Instead of having to jam everything into one ad for fear it may be your only chance to catch someone’s attention, sequential ensures your messaging is guiding consumers down a natural funnel.

Advertising often is too focused on acquisition and ignores lead nurturing. Sequencing helps here by providing a way to better pair blog posts and email campaigns with advertising to offer more helpful, relevant ad messaging based on where a prospect is within the buying cycle.

One example is taking low friction content such as a blog post, which often doesn’t introduce your product or service, and moving on to items like a gated whitepaper, case study, then a webinar or demo.

Sequential Funnel

How To Get Started Using Facebook Sequential Advertising

Facebook is slowly rolling out access to sequential within reach and frequency campaigns, but there’s no word on when it might be more widely available. To check if you have access to sequencing, see Facebook’s step-by-step instructions and note “sequencing isn’t available until after you’ve reserved and uploaded your reach and frequency ad set.”

Because Facebook and Instagram share data, sequencing is available on both platforms, and your ads will show up on both, but you cannot control which ads are delivered to which platform.

If you don’t yet have access to sequencing directly through Facebook, AdStage recently introduced a new Flighting Feature that gives all customers access to sequencing! It includes funnel-based storytelling and prime-and-remind storytelling, discussed in more detail below, as well as progressive promotions, which allows you to run a promotion with different percentages off per week. For example, 10% off the first week, 20% the second week, and so on.

Facebook digs in deeper on funnel-based and prime-and-remind storytelling in this great overview and data booklet on tests they conducted for sequential:

Funnel-based storytelling = messages guide consumers down the purchase funnel:

Funnel

Priming-and-reminding storytelling = multiple ad formats “prime” people with the brand’s story via video ads and “remind” people of the info in the video with display ads:

PR

In the funnel-based test, Facebook used Refinery29’s conversion rates for email sign-ups. One set of ads used direct-response messages, while the other set used sequential storytelling. There was a 49% greater conversion rate using a funnel-based marketing approach. And for the priming-and-reminding test, Facebook looked at a nonprofit advertiser that used a video ad with a display ad to return a 5.97% better rate of donations. Approaches and ad combos will work differently for every brand, so test small and tweak.

Tips to Tailor Ads to Sequential

Sequential offers many more options for creative than standard ads. Because it effectively guides consumers along the funnel, test different ad formats at each point – brand awareness, consideration, conversion.

Video can help deliver more info upfront, and carousels can showcase multiple products before you serve up a simple CTA. Also, test the pacing of your ads. You don’t want to move too quickly for larger purchasing decisions, or too slowly for low price points that don’t need much consideration. Always print and lay out your creative to ensure it tells a cohesive story.

For years, marketers have talked about the possibilities and implications of sequential advertising but had no way to execute. If advertising platforms continue with the progress they’ve already made, 2017 could be the year we finally have a way to form deeper and richer relationships with customers.

5 Facts You Need to Know about Video Ads

Posted by on May 8, 2017 in Social
5 Facts You Need to Know about Video Ads

If there’s one thing any PPC marketer should know in 2017, it’s this: video marketing works.

Since people spend one third of their online time watching videos, it’s understandable it influences their behavior. Videos influence viewers into taking action, whether that is visiting a page, giving their email address to a company, or buying a product.

Companies understand this. According to a study carried out by Ascend2, 69% of companies report their video marketing budget is increasing.

Still, video marketing isn’t enough. If you don’t have a large enough social media following or email list, you may not get enough views to bring the desired results.

Build Trust with Video Ads

That’s why you need to use ads. Ads can help you increase the distribution of your videos.

What’s surprising is people like video ads more than they like regular ads. A Nielsen report from 2012, showed that 36% of people trust video ads. Not only that, but the people who enjoy watching video ads increase their purchase intent by 97% and brand association by 139%.

Considering that few people trust advertising these days, video ads become a highly effective way to reach new audiences and influence their behavior.

If you still want to know more about video ads and how they impact consumers, read the rest of this article.

People Prefer Video over Text

The power of video marketing starts with the fact people like video over text. It’s human nature: it’s easier to watch something that’s both entertaining and easier to understand than to read something.

According to Animoto, there are 4 times more consumers who would rather watch a video about a product than reading about it. At the same time, if a consumer has the option to choose between text and video on the same page, 69% of them would prefer to watch a video to learn about a product or service.

This is especially true if the video content is an ad. Who has the time to read an advertisement when they could simply watch it?

Video also affects the way people use a website. Wistia, a video hosting company, found people who watch a video, on average, spend 260% more time on pages with video than those without them.

Adelie Studios, a video marketing company, found the average user spends 88% more time on a website that has video in it.

5 things you need to know about video ads via blog.adstage.io

You don’t need to fully discard your text for your advertising campaigns, however. Since video has a long-lasting effect in how people consume content, you should combine your videos with full-page ads, as it has been shown that boosts engagement by 22%.

Key Takeaway: Add videos to your ad campaigns and to your landing page as that increases time on page and boosts engagement.

People Remember Video Ads

The key to an effective ad isn’t just to get lots of impressions at a low cost. You create an ad so people take action on it, whether that is to remember your brand, go to your website, or buy a product. What matters, therefore, is to make people remember your ads so they can then take the needed action.

A study done by Lab42, a research firm, found that 71% of consumers like funny ads, as they make them more likely to remember a product. Below funny ads came educational ads (12%), sexy (8%), serious (4%), and finally patriotic (3%).

One of the best recent examples of a fun video ad is “This is Virgin Fibre” by Virgin. I’m not a potential customer of Virgin, but I can still remember the main idea of that ad weeks after I’ve watched it. That’s the power of a video ad.

There’s a second and more powerful reason why video ads are so powerful: viewers retain 95% of a message when they watch it in a video compared to a mere 10% when reading it in text. Also, 80% of consumers recall a video ad they viewed in the past 30 days.

5 things you need to know about video ads via blog.adstage.io

Source: Forbes

Key Takeaway: People remember video content better. Funny ads also help a lot to achieve this result.

Videos Influence the B2C Purchase Cycle

One of the biggest questions most B2C marketers ask is “How do I make people buy my products?“. They try many different tactics to achieve that: enticing copy, high-quality images, optimized product pages, and many more things.

Videos, as it turns out to be, are one of the most powerful tactics they could use to persuade their visitors to convert.

Wyzowl, a video marketing company, found that 77% of consumers say they’ve been convinced to buy a product or service after watching a video. Another study made by Animoto, found something similar: 73% of people are more likely to buy a product online after watching a video.

5 things you need to know about video ads via blog.adstage.io

Video doesn’t just make people want to buy a product, it also influences them throughout the whole decision process: 90% of users say product videos are helpful in the decision process.

5 things you need to know about video ads via blog.adstage.io

This doesn’t just affect consumers in a product or service page, this also includes video ads. According to Online Publishers Association, 46% of users take some sort of action after viewing a video ad.

Finally, a study done by the Aberdeen Group found that companies which use videos in their marketing strategy enjoy 27% higher CTR and 34% higher web conversion rates than those which don’t. This can help reduce the cost per acquisition in social media sites such as Facebook, in which the CTR affects the relevance score, which affects the bid and, therefore, the cost.

Key Takeaway: Videos influence people take some kind of action, including a visit to a page or buying a product. Also, it influences the whole purchasing cycle, from awareness to the final sale. This works both for videos in product pages as well as in ads.

Video Ads Work for B2B As Well

So far you’ve seen how videos ads affect consumers and B2C companies. This doesn’t mean video ads don’t work for B2B companies. Most, if not all, of the previously mentioned facts apply for B2B marketing funnels. That’s why 96% of B2B organizations use video in some capacity in their marketing campaigns, while 73% of them report a positive ROI.

Most B2B organizations find video effective mainly to the fact 50% of executives look for more information after seeing a product/service in a video, while 65% visit the marketer’s website and 39% call a vendor. What’s more, executives behavior regarding video is similar to the ones of regular consumers: 75% of executives watch work-related videos on business websites at least once a week.

5 things you need to know about video ads via blog.adstage.io

In contrast with B2C sales, where the videos are mostly about a specific product or service, there are many types of videos B2B marketers can use. A study done by Ascend2, discovered that B2B marketers the following video marketing types have a positive result to their bottom line:

  • 51% customer testimonials
  • 50% tutorial videos
  • 49% demonstration videos

Just like with B2C sales, videos positively affect the whole buyer’s journey. 70% of B2B marketers claim that videos are more effective than other content when it comes to converting users to qualified leads. That explains why Tubular Insights found 73% of B2B marketers find video positively impacts their marketing ROI.

Key Takeaway: Executives like watching videos and are influenced by them as most consumers. B2B marketers find video and video ads powerful and effective.

Video Works in Every Marketing Channel

Video influences the behavior of consumers not only in landing pages, ads, or articles. It works in every marketing channel, including email and social media.

For some reason, 53% of businesses who use video say they struggle to promote the video content they produce. That’s because they tend not to promote it through their other marketing channels. If they did, not only it would increase the channel’s effectiveness, it will also help them promote their video.

Those companies who do use video in other marketing channels:

  • 47% do so in their email campaigns with an 80% effectiveness rate
  • 87% do so on social media, with a 78% effectiveness rate

Using video marketing for your social paid ads is where you can harness the power of the former.

To start, Facebook is rated as the most social channel with the highest impact for video. That’s 840% higher impact than any other social channel. In contrast with a photo, a Facebook video receives, on average, 135% more organic reach.

That’s why 39% of marketers plan to add Facebook video to their content strategy and 44% of small business owners plan to invest in video content on Facebook in 2017.

Facebook video ads may be powerful, but Twitter has nothing to envy them. Video views on Twitter grew 220x from December 2014 to December 2015. This explains why 82% of Twitter users watch video content, 93% of which are in mobile.

What’s more, video ads are nearly 2x as memorable on Twitter than skippable pre-roll ads on premium sites. Also, Twitter videos drive high engagement, with 250% more replies, 280% more retweets, and 190% more favorites than third party players.

Twitter users think video ads are 10% more relevant, 8% more favorable, and 8% less intrusive, compared to similar ones on publisher sites.

Key Takeaway: There’s no reason why you shouldn’t reutilize the videos you create in your other marketing channels, including email and social media.

Conclusion

Today you have learned the power of video ads for your marketing strategy. You have seen how much people like consuming video and how it makes them remember an ad’s message. You’ve also seen both B2C and B2B business alike can foster its power.

Now it’s your turn. Do you use video for your advertising campaigns? If not, did you learn something that changed your mind about video ads? Share your thoughts in the comments below.

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

 

 

How to Expand Your Reach and Drive More Conversions on LinkedIn

Posted by on May 3, 2017 in Advertising, Social
How to Expand Your Reach and Drive More Conversions on LinkedIn

When LinkedIn released Sponsored Updates, later rebranded as Sponsored Content, B2B marketers took notice. Finally, there’s a social network offering that displayed native content ads next to professional oriented content, opposed to baby pictures and fine restaurants plates.

With a reach of over 480 million professional members, LinkedIn is not only a great place to increase brand awareness and encourage engagement, but can also act as a powerful channel to drive conversions in the form of web traffic, form fills, and assist sales.

In this post, we’ll walk through the 5 must try tactics which can help reach your ideal audience, increase conversion rates, and boost your return on ad spend on LinkedIn.

Tactic #1: Reach and Influence Entire Teams with Account-Based Targeting

The B2B industry has been abuzz around the topic of Account-Based Marketing over recent years.

Account Based Marketing Search Trends

*examining US search query volume for “Account Based Marketing” over the last 2 years in Google Trends

In essence, Account-Based Marketing (or ABM), is the process of Marketing and Sales teams aligning together to prospect, reach, engage, and influence ideal customer companies and contacts. In the hopes of driving more sales or revenue through focused and collaborative touch points.

This approach to marketing is complimented by the company and function targeting offered with LinkedIn Ads.

Targeting Specific Companies with LinkedIn Ads

LinkedIn advertising allows you to select up to 100 companies to target with any Sponsored Content, Text Ads, or InMail campaign using the Company Name targeting option.

Company Name Targeting in LinkedIn Ads Manager

However, each of these companies must be entered one-by-one, and you may want to target more than 100 companies in a given campaign to expand your reach. Thankfully, LinkedIn recently announced the release of their Account Targeting option.

What’s Account Targeting?

Account Targeting allows advertisers to upload a list of company names they’d like to reach with their ads. LinkedIn will match this list against nearly 12 million company pages, and create an audience targeting bucket which can be used in ad campaigns.

Account Targeting in LinkedIn Ads Manager

Learn all the steps to get setup in our, “Quick Guide to LinkedIn Matched Audiences”.

Reach Entire Teams with Function Targeting

A study by Harvard Business Review revealed that B2B purchase decisions typically involve 5 or more people within a company. With LinkedIn’s function targeting you can reach all the influencers and decision makers within a department.

Function Targeting in LinkedIn Ads Manager

Add it as a refined target to your Company Name or Account Targeting to reach the exact companies and teams that would make ideal customers.

Tactic #2: Pinpoint Exact Prospects to Target with Contact Matching

According to IDC Research, “nearly 50% of a tech company’s marketing program budget is spent on awareness”. In short, as digital marketers we’re too acquisition focused. Aligning the majority of our budgets to generate new contacts in our database.

However, some of the best opportunities for potential new customers are already sitting in your database – added from previous prospecting and marketing campaigns. While LinkedIn Ads can be great driver of new prospects, with their release of Contact Targeting, it now can be an excellent vehicle for lead nurturing.

What’s Contact Targeting?

This offering allows advertisers to upload a list of up to 30,000 email contacts, which will be matched with the associated LinkedIn user profile, revealing back a target that can be used in advertising campaigns.

Opposed to targeting broader audiences, Contact Targeting allows advertisers to pinpoint exact prospects which have a high likelihood to buy or are an ideal fit for your solution or service.

Contact Match in LinkedIn Ads Manager

Pro-tip: Ensure you prepare your file before, only containing a single column of email addresses, and include a header title “email”. Uploading a raw list, without this formatting, will result in errors.

Learn more about this process in our, “Quick Guide to LinkedIn Matched Audiences.

Tactic #3: Couple Your Sponsored Content Campaigns with Text Ads

While many direct response advertisers have taken advantage of Direct Sponsored Content – due to its ability to easily test ad creative, direct the click through to a web page, and track conversions back to the campaign and ad level – it’s counterpart, Text Ads, often are glossed over. Text Ads can be a powerful driver of new conversion opportunities.

What are the benefits of Text Ads?

  • Lower average CPC and CPM costs than Sponsored Content & DSC ad units
  • Only shown to LinkedIn users on Desktop devices
  • You can test different variations of headlines, body copy, images, and destinations
  • Supported by the LinkedIn Insights tag conversion tracking
  • You can run Sponsored Content & Text ad campaigns together

Top Line Text Ads in LinkedIn Update Feed

Right Rail LinkedIn Text Ads

Shameless plug: Within AdStage advertisers can easily duplicate the targeting of any Sponsored Content campaign over to a Text Ads campaign to expand your reach. Learn more.

Tactic #4: Optimize for Mobile Conversion Flows

There’s continued adoption of LinkedIn users to access the platform using a Mobile device – whether on their browser or using the app. This trend has been so prevalent that some advertisers are seeing the majority of their clickthroughs coming from mobile devices in Sponsored Content campaigns.

AJ Wilcox Quote - LinkedIn Advertising Group

*Insights from AJ Wilcox, CEO of B2Linked within the LinkedIn Advertising Group.

This is why it’s more important than ever to think through the mobile conversion experience. Mobile users are less likely to fill out long forms, read long form content, or have the patience for ill-fit images to load.

There are two main options to convert more mobile traffic:

       1. Ensure your landing page is mobile responsive

  • Render a version of your landing page that is mobile friendly
  • Ensure the page loads quickly
  • Slim your forms down for typing on mobile
  • Be precise with your copy
  • Test different calls-to-actions

Learn more tips on making your page mobile-responsive from this great checklist guide from Unbounce.

2. Use LinkedIn’s Lead Gen Forms

LinkedIn recently announced the launch of Lead Gen Forms. A frictionless mobile experience that allows prospects to enter their information, with one click, right within the ad in the post feed. Lead Gen ads skip the landing page experience and the form can be easily created without any needing creative or dev resources.

Lead Gen Forms in LinkedIn Ads Manager

Learn how to get setup with Lead Gen cards in our walkthrough post, “How to Set Up LinkedIn Lead Gen Forms and Sync Your CRM”.

Tactic #5: Win-Back Lost Visitors with Retargeting Campaigns

Websites typically convert at single digit conversion rates. It’s gut wrenching to think of all the hard work and money it takes to get a qualified prospect to visit your site, only to have the vast majority leave without taking an action. Entice lost prospects to come back and convert by reaching them again with Text, Sponsored Content, or InMail retargeting campaigns.

Web Audiences in LinkedIn Ads

Getting started with LinkedIn’s Website Audiences is easy:

  1. Ensure you have the LinkedIn Insights Tag placed across your entire website.
  2. Navigate to the tools drop down, and select “Matched Audiences”.
  3. Then select the, “Create an audience to retarget”, button.
  4. Create segments of visitor audiences by which web page(s) they viewed.
  5. Use the audiences as a custom target in your ad campaigns.

For more help you can reference the official step-by-step guide from LinkedIn.

Wrapping Up

With the additions of Matched Audiences (Web, Contact, and Audience Targeting) and Lead Gen Forms, LinkedIn has significantly strengthened their offering for acquisition marketers. It’s easier than ever to pinpoint your exact ideal audience, provide a better experience for mobile users, and reach lost web visitors all under the LinkedIn Ads Manager suite. Have you tried any of these tactics? Let us know how they performed for you by leaving a comment!

How to Recruit Social Influencers Without Spending a Fortune

Posted by on May 1, 2017 in Agency, Social
How to Recruit Social Influencers Without Spending a Fortune

Influencer marketing is hot right now. It should be because it works. It’s not just hot because people are talking about it – it’s because it’s a way to reach audiences who are traditionally tricky, and in markets where competition is strong.

Millennials (those allegedly elusive and ad-blocking folks reaching young adulthood in the early part of this century) being a prime example. Nearly a quarter of them view well-known vloggers (video bloggers) and content publishers as unbiased role models, and 44 per cent of internet users (53 per cent) of 16-24 year olds) watch vlogs each month.

Social influencers are creators of content on their own terms, and because of this they add ‘intimacy’ to a brand. Video platforms like YouTube allow viewers to feel closer to the personalities with whom they engage from the safety of their own mobile device or bedroom – making these platforms the largest, most trusted, easy to access, searchable resources for information around any given topic.

Potential Influencer Investment

Some of the upper echelons of internet celebrities can command six digit figures for showcasing brand products to their millions of followers. The ‘going rate’ depends on the number of committed viewers, and the following can act as a basic guide of what a company might conservatively expect to pay for endorsement.

For a single post on the likes of Instagram or Snapchat, for example, the digital pr agency I work for arranges deals with social influencers around the following:

3-20K followers: $65-$250

20-100K followers: $250-$500

100-250K followers: $500-$650

200-500K followers: $650-$850

500K+ followers: $1,000+

Find the Next Wave

The key to not paying a fortune here is to do the research and to hunt out the next wave of social influencers that are growing online followers relevant to the brand in the right territories (US, UK, etc.), and to recruit them from emerging social sites still in their infancy.

Within Instagram, Snapchat, Musical.ly and Periscope there is still a healthy supply of budding social influencers with large and growing followings. Contacting these people directly through their chosen platforms (especially if they’re at the stage where such offers from brands aren’t common and they haven’t yet secured the services of an agent) can be an easy way to get their rate card, discuss an offer and make first contact.

The Channels are Wising Up

Social networks are wising up to this. Snapchat now plans to pay content creators a guaranteed amount in advance for a licence for the content they produce, giving it exclusive rights to sell advertising against the content and retain any revenue generated.

Last year a Snapchat patent also hinted at a “revenue-sharing” model, where a brand could pay Snapchat content creators for their content. It specified: “A user image may be added to a gallery sponsored by Coca Cola and in return for contributing to Coca Cola’s gallery, a user may receive compensation on a flat-fee, per view or revenue share basis.”

While not part of the platform yet, this could well be the future. Let’s not forget that Instagram belongs to Facebook, which is proactive and passionate about a revenue-generating ad model to keep Mr. Zuckerberg in grey t-shirts and vegetarian ready meals.

It Pays To Be Quick

The message we can take from this is to strike while the iron is hot – looking at those that have the audience you are looking for and have a growing and dedicated crop of followers early on. Ask your target audience who is hot and who is not.

Klout for Business now provides functionality to segment, explore and deal with influencer lists. Influencer management tools like Trackr and performance monitoring tools like Buzzsumo are emerging that offer a strong first port of call, but there’s no substitute for water cooler discussions with the more web-savvy members of our team.

What You Can Do

Asking customers who they follow in focus groups and in polls can produce enlightening results, as well as offering insight into the topics of genuine interest to them. Reaching out to up-and-coming content creators can be surprisingly cost effective with genuine measurable ROI.

After all, those posts have longevity and will be part of their stream when their following grows further, and the very act of sponsoring them can be a boost to their presence. Listen to the millennials (or other target groups) in your company and invite them to brainstorming meetings – you’ll be pleasantly surprised at what they have to contribute.

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.