Oh boy, have Facebook reports have come a long way. If you can remember back to 2013 (when “poking” was still the rage), you’ll probably recall the hours you spent pulling reports for data that, today, feels incredibly simple. Just four years ago marketers were relying on demographics information that only went as deep as age and gender.
Today, Facebook can tell us a lot more about current and prospective customers, what and how competitors are doing, and provide real-time updates on content performance. Part of Facebook’s goal to bring value to advertisers through data is a more robust reporting hub called Facebook Insights.
Any business page with 30+ fans will automatically populate an Insights tab. Find yours by navigating to your Page, then look for the Insights tab at the top. There, you’ll find interactive charts and graphs under five main topics:
Let’s look at the information you’ll find in each category and how you can use it to your advantage.
Facebook Organic Performance Overview
This section is the quickest way to get an overall look at your Page’s performance. Here, you’ll see data over the past seven days for three main points:
- Page Likes: Total and new likes
- Post Reach: Total number of unique people who looked at your Page and posts
- Engagement: Total number of unique people who engaged with your Page, and a breakdown of the types of engagement
When you’re in Overview, you’ll also see your five most recent posts, and a snapshot of how each performed, including type of post, targeting, reach, clicks, engagement, and spend. You can click on individual posts for detailed information, or navigate to the other category tabs to get a look at Likes, Reach, and Engagement across all posts for the timeline you specify.
From Overview, you can access another helpful tool called Pages to Watch, which shows you what similar businesses are posting, and how their posts are doing. Getting a look at what the other guys are posting can be a powerful springboard for your own creative.
This report is exactly what it sounds like, but goes beyond simply recording total Likes. It offers handy information on what’s effective in getting people to Like your page. As you move your cursor around on the Likes graph, you’ll discover you can drill down into daily activity to see the number of Likes you got on a specific day.
Use the data selector to pull Likes for a longer span of time, and scroll down to get a look at unlikes, organic likes, paid likes, and net likes (likes minus unlikes). It’s from this graph you can determine where your Likes are coming from – directly from your Page, from Page suggestions, or paid ads. This helps you determine what’s working so you can do more of it.
Pull a report from this section to learn everything these is to know about what happens to a post or ad once it’s published. That includes users who looked at your Page through organic or paid efforts, post engagement through Likes, Comments and Shares, and negative actions through Hide, Report as Spam, and Unlikes.
Outside of your own efforts, you can also see any activity related to your page, like posts from others referencing your page, mentions, and check-ins.
Anytime you’re trying something new with your content strategy, like posting at a different time of day or increasing the frequency of posts, you’ll want to keep a close eye on activity under Reach. Use the date slider to compare before and after to see if your changes are effective.
This tab will look similar to Overview, but you can get a more in-depth look at individual Post performance here, including the ability to sort by engagement for a clearer look at your strongest posts. The coolest part of the Posts tab is “When Your Fans Are Online,” which shows you when your audience is logged into Facebook.
The best time to serve up posts is when your audience is most likely to see them! Keep this data close the next time you’re scheduling posts.
Next to “When Your Fans Are Online” is “Post Types,” where you can get a snapshot of how your different post types perform, based on reach and engagement. Make a note of what’s doing the best, then scroll down to individual post data where you can use the drop down arrows at the top right of the table to look at reach between fans and non-fans and positive and negative engagement. Dissect the top-performing creative according to this criteria to come up with new ads that are likely to do well.
The information you get in the People tab is one of the major reasons Facebook continues to give advertisers the most bang for their buck in comparison to other social platforms. A detailed profile of engaged customers is one of the most valuable pieces of information a marketer can get, and that’s exactly what shows up in the People report.
Within the tab, you’ll see three breakdowns for “Your Fans,” “People Reached” and “People Engaged.” Your Fans shows you gender, age, and location of the people who’ve liked your Page. People Reached gives you an overview of who’s seen your posts in the past 28 days. People Engaged is the real goldmine.
This report lets you see who has Liked, Commented on, Shared your posts or Engaged with your Page in a 28 day period. This information gives you an idea of who you’re already resonating with so you can tailor future posts to speak to this audience profile.
Facebook’s Insights hub gives you reports for two other elements – Page Visits and Video – which aren’t as statistically important as the other reports but can be beneficial, depending on your goals.
Visits shows you the number of times each tab on your Page was viewed, and the number of times people visited from a website off of Facebook. It’s always a good idea to have your Page updated with accurate details to help customers quickly navigate to the info they need.
The Videos section gives you an idea of how engaging your videos are, including how many times your Page’s videos were viewed for 3 seconds or more, and and the number of times your videos were viewed for 30 seconds or more. You can also sort by most viewed videos.
Clearly, Facebook reports have changed drastically in just the past few years and will continue to seek deeper information and offer actionable insights. Stay tuned for Part 2 where we discuss Facebook Reports: Paid Results!
Since its launch, Facebook Ads have become one of the most powerful customer acquisition channels.
Most marketers agree: 78% of them are satisfied with their Facebook ads.
Given 71% of all Internet users are on Facebook, you can’t deny its power.
If you have more experience with other paid channels, most likely Google Adwords, you may find it hard to grasp at first.
You may even find some of the more advanced advertising strategies counterintuitive.
Facebook Ads and How to Make Them Work for You
To make your life easier, we brought in someone who knows all the ins and outs of Facebook Ads: Jay Stampfl. Jay went from being an intern at adBrite and an anthropologist running around the jungles of Costa Rica, to become the CEO of BlackBird PPC, the digital advertising agency he founded in 2016.
Throughout this PPC Show episode, Jay, an expert in paid search, paid social, and programmatic display, gave us many interesting ideas on how to make Facebook Ads work for you.
The effectiveness of Facebook Ads and its impact on the final result (whether that’s a lead or a sale) differs mainly based on which kind of company uses it. The way Facebook Ads work for a B2C company is much different than for a B2B one.
If you have an e-commerce store and you sell products directly to consumers, like fashion or home decor, it will be easy for you to track how much each click is worth to you. Given the shorter sales cycle, which in many cases happens within one session, the impact of the final sale can be easily analyzed. If you use Google Analytics’ attribution reports, you will see how much your Facebook Ads’ influenced the final sale.
In other words, for B2C companies, the attribution modeling works.
The situation changes drastically if you use Facebook Ads for B2B sales cycles. In stark contrast with B2C sales, the problem with Facebook Ads lies in its impact on the final result and its correct attribution.
With B2B sales, the value of a click dilutes through the funnel, as it’s longer and more complex. It’s hard to add the right attribution to it. If a prospect finds your company after she clicks on one of your ads, and the company ends up purchasing a contract worth thousands of dollars six months down the line, that ad was worth thousands of dollars. The problem is, you will never be able to know that given the long time-frame and the complexity of the sale process.
Not everything is lost, however. Even if you run Facebook Ads campaigns and these ads don’t make your visitors convert directly, you can get a lot of awareness as well as it can help you get referral traffic and word-of-mouth.
Bidding optimization can be one of the hardest things any marketer can do to improve their paid campaigns. On the one hand, bidding can help you maximize your spending while giving you the best results. On the other, if you bid incorrectly, you can lose a lot of money fast.
Compared to Google Adwords, the Facebook Ads bidding system is much more difficult to grasp. Google Adwords’ bidding system is logic-based, that is, you bid based on the user’s queries and the value of the click is worth to you. Facebook, on the other hand, is much more dynamic, which makes it more difficult to bid on.
To start, Facebook’s algorithm throws marketing logic out the window. For example, if you raise the bid of an ad on Facebook, you will get higher quality users, which means the relevance score will increase, helping you get more clicks and lowering the CPA. With Adwords, if you bid up, your clicks go up just as your CPA goes up. That change in the logic behind the bidding system can make Facebook Ads much harder to manage.
Just because the Facebook bidding system is harder to understand compared to Google Adwords, that doesn’t mean it doesn’t work. On the contrary, you only need to select the correct bidding system for your goal. Once that’s done, Facebook will do a good job of assessing how to put your ad in the auction based on the bidding method you are using.
Even though there are no “best bid types”, you should choose one over the other one depending on the goal of your campaign.
- CPM: For some, highly unreliable and ineffective. But it can work if your goal is awareness (i.e. you want a lot of views to your ad so people get to remember your company)
- oCPM: This is the standard bid type for all Facebook ads. In a way, it works like a mix of CPM and CPC, so you can use it for build awareness, bring traffic to your site, or even get conversions.
- CPC: The one you must be most familiar with. Works best for traffic-related goals and, in some cases, to action-related goals (e.g. app installs).
- CPA: As the name suggest, you pay per action, whether that’s a sale, a lead, or whatever you have defined as one. Works best when your Facebook has a lot of data to optimize for (see next for more information).
The Facebook algorithm (and its bidding system) likes optimizing with lots of data. As a consequence, you need to spend money before you get any results. That way, the Facebook algorithm can get all the data it needs to optimize your campaigns.
This is why when you create a Facebook Ads campaign, you need to target large audiences. Jay likes targeting with an audience of at least 1 million. He likes optimizing with oCPM and Conversion goals to hit 20 conversions a day, so Facebook can get all the data it needs. If he doesn’t get those conversions, he moves the conversion up the funnel. This means, instead of focusing on conversions you would focus on a click or even on impressions.
That way, Facebook can optimize their whole algorithm better.
Before you start optimizing your bidding, you need to have a good account structure. If you have thousands of ads per ad group, Facebook’s algorithm won’t be able to optimize their bidding for them. This means you need to add some level of granularity and segmentation to your campaigns.
Each structure differs considerably based on the campaign goal and business.
For example, if you have an e-commerce store and you want to increase your sales, you could segment each ad campaign based on your products. One campaign would focus on shoes, while another one in bags, and so on.
On the other hand, if you have an agency and you want to increase your lead acquisition, you could segment your campaigns based on the kind of client you are trying to target. You would have one campaign focused on large businesses with more complex sales cycles, and you would have another one focused on smaller businesses with shorter cycles.
Once you select the goal that works best for you, you would repeat the same process with ad groups and individual ads.
With the former, you would create specific ad groups that target one segment from your campaigns. You can use custom and lookalike audiences to help you out.
With the latter, you would create ads that talk to specific individuals. You can use different ad texts and images to see which one rings best your audience.
The key of a good account structure, then, lies in being ultra specific with your targeting. The lower you get with your campaigns, the more specific you should be.
This account structure will allow Facebook to optimize your campaigns better for each of your goals.
If there’s one thing you are likely to take from this article is Facebook Ads can be tricky. Testing on their platform isn’t any different.
Just like with any test, if you develop a test within an ad group with three ads, one is going to perform great, and the other two won’t. That’s how A/B testing works.
In a normal situation, you would then pause the ad group, take the ad that’s performing and create a separate ad group to test it even further. Unfortunately, this is doomed to fail.
As you already know, Facebook’s algorithm needs lots of data in it to optimize bids. Once you take the winning ad to a new ad group, you will be resetting the data in the algorithm. This means, the “winning” ad will likely perform worse than before.
Remember, Facebook loves historical data. That makes the A/B testing environment for Facebook Ads so tricky. That’s why Jay recommends sometimes the best you can do is kill the good ads and start fresh.
The good news is, losing a Facebook ad test doesn’t mean that ad is bad. Sometimes it’s just a matter of bad historical data, not a bad ad or targeting.
Hire for Quality, not Fame
Even if you follow all the tips laid out in this article, it’s easy to get confused or lost with all the complexities of Facebook Ads. That’s why in many cases the best thing to do is hire an agency that takes care of your whole Facebook Ads account.
The problem is, many times companies hire the wrong agency.
If you want to hire a great PPC agency, hire one that has the most experience and that is willing to work directly with you. Most businesses that run paid ads need help with the management campaigns. Given the amount of agencies and consultants out there, businesses have many options to pick from. Unfortunately, many businesses have a small budget. This in itself isn’t a big deal. The problem is many times they end up making one of the following mistakes:
- They hire someone cheap and has little experience;
- They try to hire a large famous agency that will put an inexperienced account manager.
The problem with the former mistake is they then get little to no results since the agency or consultant doesn’t know what they’re doing.
The problem with the latter, according to Jay Stampfl, is that these agencies end up assigning them a 23-year old who has little experience in the industry. That results in mediocre results, similar to the company that hires a cheaper but still inefficient consultant.
Jay recommends going for smaller agencies, like BlackBird PPC, that are going to put their best people upfront without charging top dollar. Still, you need to invest to get high-quality PPC management. Even if your budget is low, the saying “you get what you pay for” holds true for PPC.
Want to more from Jay Stampfl? Follow him on twitter or listen to the whole episode below:
How to Navigate This Facebook Messenger Ads Guide
This guide to messenger ads is broken down into four main parts. Feel free to skip to the section that is most relevant to your needs.
- Messenger Stats & Growth
- Facebook Messenger Ads
- How to Create Facebook Messenger Ads
- Messenger Ads Campaign Ideas
Part 3 – Messenger Ads + Chat Bots = Automated Gold (coming soon)
Part 4 – AdStage Case Study & Results (coming soon)
Want to get an alert when Parts 3 & 4 come out? Give us your address and we’ll shoot you an email as soon as they’re ready!
Let’s face it most people use their smartphones as their primary PC. This reliance on mobile phones grows in lockstep with our desire for constant and instant communication with family members, friends, and even work colleagues.
Enter messaging apps. Mobile messaging apps are exploding and are one of the hottest marketing trends in 2017. According to Business Insider, “the combined user base of the top four chat apps is larger than the combined user base of the top four social networks.”
Their exponential growth is largely due to their rich services and features, from free text messaging, to voice and video calling, group chats, stickers to convey moods, and even photo and file sharing. Now add falling data package prices and cheaper smartphones and it’s easy to track the boom from traditional calling to SMS to social messaging apps.
The Popularity of Messaging Apps
There are several networks in the messaging app ecosystem. As for the most popular network, it really depends on what you’re measuring and geographic location.
In the battle of the messaging services, Facebook Messenger (65%) has a lead over WhatsApp (56%) for membership, but WhatsApp is virtually level for visitors/users. WeChat is absolutely dominant in China; over 90% have an account.
According to a study of global internet users from GlobalWebIndex in 2015, Facebook Messenger was the most used messaging app with 37% of those surveyed using it, followed by WhatsApp (33%), Skype (21%), Line (10%), and Google Hangouts (9%). Nearly half (49.3%) of mobile users in North America and 43.4% of those in Western Europe will use messaging apps this year.
The MEF Mobile Messaging Survey 2016 indexes the messaging habits of nearly 6000 respondents across nine countries worldwide as shown below.
eMarketer’s latest report predicted Messenger will reach 105.2 million active daily users in the U.S by the end of 2016. That figure represents 40% of mobile users, making Facebook Messenger the leading over-the-top (OTT) mobile messaging app in the U.S. OTT messaging apps work over an Internet connection and not the SMS network like iMessage, which has boosted their popularity with international users.
SimilarWeb conducted a study using Android data from 187 countries and were able to determine the most popular messaging app all over the world (minus iPhone users).
While they’re consolidating under a few key players, in almost every country in the world, a messaging app is the most used app overall.
Messaging App Demographics
In general, messaging apps are especially popular among younger smartphone owners. In the US, 42% of smartphone users between the ages of 18-29 use messaging apps. And three in ten online smartphone users utilize general messaging apps, like Whatsapp, Viber, or Kik.
As the customer journey evolves and becomes more fragmented across networks and devices, there’s a real opportunity for marketers to reach younger audiences on the device of their choice, and on the network of their choice.
Which is exactly what Facebook is banking on with Messenger ads.
What is Facebook Messenger
Facebook Messenger is a free mobile messaging and chat app for smartphones that lets people send text messages, hold group chats, send and receive money, share photos or videos, and even make voice calls to their Facebook friends. Facebook CEO Mark Zuckerberg said in February that WhatsApp serves as a replacement for SMS services, whereas Messenger aims to be a more “expressive and rich environment” with a broad range of content.
For businesses, Messenger is roughly two years old. At the 2015 F8 conference, Facebook unveiled a new Messenger feature to bring businesses on the platform with the goal of enhancing how people and businesses communicate. Since then there are now more than 1 billion messages sent each month between customers and businesses.
Plus, Messenger gives Facebook another way to own users’ time. The average user spends over 50 minutes a day scrolling and interacting on Facebook, Instagram, and Messenger. Maybe that doesn’t sound like a lot of time. However, there are only 24 hours in a day, and the average person sleeps for 8.8 of them. That means more than 1/16 of the average user’s waking time is spent on a Facebook owned platform.
What was once just a feature within Facebook is now one of the world’s most popular mobile messaging app services.
Messenger Stats & Growth
The undeterred rise in usage of Facebook Messenger continues from over 1.2 billion active users that’s ⅙ of the global population. 88% of online adults are a member of at least one of Facebook’s four main services: Facebook, Facebook Messenger, WhatsApp or Instagram.
Image Credit: Facebook
And according to Facebook’s 2016 Q4 report, there are 400 million Facebook Messenger users using voice and video chat on the app each month.
Here are a few more staggering stats Facebook hasn’t been shy about sharing.
- 10% of all Voice over IP (VoIP) calls made globally take place within Messenger
- 17 billion photos are distributed by Messenger each month
- 22 million GIFs shared every day, the equivalent of 254 GIFs per second
Image Credit: Facebook
This graph from Statista presents the number of Facebook Messenger users in the United States from 2014 to 2020. In 2015, 90.4 million U.S. mobile phone users accessed the messaging app to communicate. This figure is projected to grow to 139.2 million users in 2020.
Over the last year, we’ve seen Facebook look for ways to keep customers and shareholders happy and engaged. They continuously roll out new features, many copied from Snapchat, keeping the platform fresh and users actively engaged. They introduced Messenger Ads in Q4 2016 hinting at their ambition to carve out another revenue stream similar to Instagram.
Facebook Messenger Ads
Messenger ads provide marketers another avenue to start a conversation. And there’s a real business case to be made here as customers become more interested in using Facebook Messenger to make online purchases. Statista reports 84 percent of millennial respondents are willing to connect their PayPal account to Facebook Messenger in order to use conversational commerce.
2 Types of Messenger Ads + 1 Closed Beta
Currently, there are two types of Messenger ads available to advertisers with another one in closed beta.
- Send People to Messenger (Direction) – use Messenger ads to have your leads initiate the conversation with your business.
- Send Ads to People on Messenger (Placement)
- BETA: Testing Home Screen Ads (see example below)
How to Create Facebook Messenger Ads
There are currently two types of Messenger Ads available. Let’s walk through how to set up each type of ad.
Send People to Messenger (Direction)
Send People to Messenger ads appear in the News Feed with a call-to-action button that opens a Messenger conversation. It’s a a unique way to start a conversation and provide a personalized experience for your customers or potential customers.
Here’s how to get started.
1) Choose the Traffic objective (Note: This may appear as “Send people to your website” for some advertisers).
2) Choose your campaign name and click Continue.
3) Choose your audience, budget and News Feed placements (Note: You cannot use Instagram as a placement option when selecting Messenger as a destination).
4) At the ad level, choose your format. You can choose Carousel, Single Image, Single Video or Slideshow format.
5) Choose the Page you want to connect.
6) Choose Messenger as your destination.
7) Type a welcome message. When people click on your ad, they will automatically be directed to Messenger and receive a copy of your ad and the welcome message.
8) Select your call to action. I’d recommend Send Message so the user understands.
9) After you’ve reviewed your ad, click Place Order.
Keep in mind: Your Send People to Messenger ad won’t appear to people who don’t have the Messenger app.
Send Sponsored Messages to People on Messenger (Placement)
Now let’s set up the other type of Message Ad available to advertisers.
1) Choose the Traffic objective (Note: This may appear as Send people to your website for some advertisers).
2) Type in your campaign name and click Continue.
3) Choose your budget.
4) Choose your audience. Keep in mind that you can reach people who’ve messaged your page.
5) For placement choose Messenger. Note: selecting Messenger will turn off all the other placements.
6) At the ad level, choose your format. The option currently available is the Single Image format
7) Choose a website destination URL.
8) Write your headline, text and link description.
9) Once you’re happy with the ad, click Place Order.
Messenger Ads Campaign Ideas
There are some really interesting use cases from companies that have experimented with Messenger ads and chatbots. For example, Digital Marketer ran a highly successful campaign that generated 500% ROI in 3 days.
Or Nordstrom’s Messenger chatbot that asked a series of questions about user preferences, which users could answer right in the app. Depending on the input, the chatbot would then offer them some gift ideas, specifically picked for them. Rather than relying on customers to interact with your website, these examples show innovative ways to stay engaged with customers on a preferred platform and device.
Another way you could employ Messenger ads is to send out coupons or discounts. Below ranks the types of advertising and promotions that consumers in the United States are willing to receive via Facebook Messenger as of 2016, sorted by age group.
A total of 52 percent of Generation X survey respondents stated they were open to receive notifications of store sales upon entering a store via Facebook Messenger.
There are very impressive stats and ad placements. Right now, there’s a huge opportunity for early adopters to take advantage of Messenger before it gets ruined by spammy advertisers or before your audience gets completely turned off Messenger ads. Now’s the time to experiment!
Over the next couple of weeks we’ll release Part 3 all about Messenger chatbots. We’ll show how to build them, set up broadcasts to our audience, and how to integrate them into your broader marketing plan. More to come!
PART 3 Messenger Chatbots = Automated Gold (coming soon)
Chatbots have taken off big time and I’m predicting 2017 to be the year they move into mass adoption. As of last September 2016 there were 33,000 of them on Facebook Messenger. This growth is reflected in the increasing popularity of messaging apps, which are growing faster than social networks and fueling the rise of chatbots in the process.
PART 4 AdStage Case Study (coming soon)
We’re diving into Messenger Ads and chatbots over the next 6 weeks. We’ll share our learnings and results at some point in May.
One thing most of us don’t have enough of? Time. Something we probably all have too much of? A commute. In fact, recent Census data shows that about 143 million Americans commute to work each day. That’s about 45% of the population spending an average of 25.4 minutes commuting each way. So what does this have to do with demand gen podcasts?
Well, think about how you’re spending those nine days of commute time every year. Instead of endlessly refreshing your Facebook and Twitter feeds on the train ride in, give your mind something to chew on, slowly wake up the analytical side of your brain, and start using your commute for career development with a few demand gen podcasts!
Wondering where to begin? We’ve gathered 23 of the hottest demand gen podcasts below. Find a few that are right for your interests and career goals and plug in for a better commute.
Start Your Monday with Some General Marketing
1. Marketing Smarts (MarketingProfs)
Like the MarketingProfs blog, this weekly podcast highlights interviews with marketers in an array of specialties. Marketed to their audience as a companion to the content on marketingprofs.com, you’ll find interviews about branding, email marketing techniques, gated content, and more on this all-bases-covered-podcast. Oh, and true to its word, it pairs best with your morning coffee and a side of the MarketingProfs blog.
Most popular episode: Revitalizing a 150-Year-Old Brand: Simon Perkins of The Orvis Company on Marketing Smarts
2. Duct Tape Marketing (John Jantsch)
Duct Tape Marketing is a weekly, 30-minute podcast hosted by author and marketing consultant John Jantsch. Each week he shares interviews with authors, experts, and thought leaders in the marketing industry. Expect to find tips and resources you can take into your daily work and watercooler chats.
Most popular episode: How to Produce Content with a Limited Budget
3. Marketing Over Coffee (John Wall and Christopher Penn)
This podcast is hosted by John Wall and Christopher Penn. It’s described as the intersection between marketing and technology, and it covers both classic and new marketing techniques. The hosts pride themselves on offering the type of marketing tips “you can only get from casual conversation outside the office.” So you can expect honest discussions about a smattering of topics, from SEO to email marketing and beyond. Oh, and each 20-minute episode is recorded in a local Boston-area coffee shop!
Most popular episode: The World’s Best Negotiator
4. PNR: This Old Marketing (Joe Pulizzi, Robert Rose)
The podcast that needs no introduction? Maybe. Joe Pulizzi and Robert Rose are content marketing giants. Their weekly show highlights content marketing trends as well as how businesses can use content to attract and retain customers. Each episode also features a “This Old Marketing” example from the past. Give this podcast your ear for an hour every week and it will give you valuable industry knowledge in return.
Most popular episode: More Big Companies Investing in Original Content
Get Digital on Tuesdays
5. Edge of the Web Radio (Erin Sparks, Douglas Karm, Tom Brodbeck)
Erin Sparks, Douglas Karr, and Tom Brodbeck host Edge of the Web, a weekly SEO podcast that covers SEO, social media, content marketing, and digital marketing. From industry trend forecasts to digital marketing interviews, this podcast is a great way to get your weekly digital marketing dish.
Most popular episode: Educating Today’s Digital Marketer with Jeff Sauer
6. Six Pixels of Separation (Mitch Joel)
Mitch Joel, president of global digital marketing agency Mirum, runs this weekly podcast. He presents digital marketing news and trends — all through the perspective of agency life. Expect digital marketing news with a healthy dose of branding best practices, all delivered through the guests Joel interviews each week. It’s another great way to view marketing through a lens that might not align with your job description.
Most popular episode: Reengineering Retail with Doug Stephens
7. Social Pros Podcast (Jay Baer, Adam Brown)
Recently named “Best Podcast” by the Content Marketing Awards, Convince & Convert’s Jay Baer and Saleforce’s Adam Brown have hit on podcast gold with their weekly episodes. You’ll learn about social media practitioners doing real work for real companies including Ford, Dell, and ESPN. The showrunners also share insights on current trends and ideas in social media. Plus, it’s great to listen to Baer and Brown discuss (and sometimes debunk) the hottest topics in the industry.
Most popular episode: How to Combine Brand Journalism and Social Media
8. Search Talk Live (Search Talk Live, Robert O’Haver, Matt Weber)
SEO and digital marketing veterans Robert O’Haver and Matt Weber share tips and techniques from their years of first-hand experience in the industry. Each hour-long episode seeks to help you run better online marketing campaigns. Their mantra is “SEO experts are made from their failures, not just their triumphs,” and those battle scars serve as educational and entertaining lessons for their listeners.
Most popular episode: SEO Expert Upasna Discusses Semantic Search
9. Experts on the Wire (Dan Shure)
From Rand Fishkin to Annie Cushing and Everette Taylor, host Dan Shure has an all-star roster of past guests on his weekly digital marketing podcast. He aims to uncover new trends, tactics, tools, people, and businesses doing the remarkable in this industry — all while giving his audience tangible takeaways from each episode.
Most popular episode: 0 to 100,000 Monthly Visitors (In One Year) with Tyler Hakes
10. Digital Marketing Radio (David Bain)
The first thing you’ll notice about the landing page for David Bain’s weekly podcast is the list of names he’s interviewed. From John Lee Dumas to Amy Schmittauer, Bain spends his time interviewing niche online marketing experts on their specialties. He also gathers their opinions on current marketing news and includes a fixed 15-minute segment in which he asks about the best advice they’ve ever received, software they couldn’t live without, and more. He covers PPC, SEO, blogging, e-book marketing, and more. If you’re interested in it, you can probably find an episode, or five, about it here.
Most popular episode: Video Advertising on Facebook — Matt Johnson
11. Social Media Marketing Podcast with Michael Stelzner (Social Media Examiner)
You’re probably familiar with the folks over at Social Media Examiner, but are you familiar with their podcast? Hosted by SMM’s founder Michael Stelzner, each week focuses on SMM’s own success stories along with interviews from social media experts including Alex Khan and Sue B. Zimmerman. And because it’s structured around actionable tips to improve your social media marketing efforts, adding SMM’s show to your weekly rotation of demand gen podcasts is a no brainer.
Most popular episode: Live Video: Tips and Techniques for Creating Great Content
12. The Agents of Change (Rich Brooks)
Want to increase online visibility? How about driving more qualified traffic to your site? And most of all, wouldn’t it be nice to convert that traffic into leads? Flyte new media founder Rich Brooks promises you the strategies you need to turn those wishes into reality. In Brooks’ weekly podcast, you’ll hear from marketers around the globe and get the SEO, social media, and mobile marketing advice you need to make an impact on your business.
Most popular episode: Do You Know Why Your Customers Chose YOU? With Liston Witherill
13. Social Media Pubcast (Jon Loomer)
Can’t wait for your next demand gen meetup? Now you don’t have to! Marketing expert Jon Loomer invites industry experts to discuss Facebook marketing, blogging, and SEO tips over cold pints. So queue up this podcast after work, crack a beer, and enjoy listening to marketing nerds chat about the latest and greatest in their field.
Most popular episode: PUBCAST: First Impressions
Turn Hump Day into “Paid” Day
14. PPC Rockstars (David Szetela)
Online advertising guru and FMB Media founder David Szetela hosts this bi-weekly, 30-minute podcast packed with tips, tactics, and techniques on everything PPC. David tackles both search and social landscapes, dabbles in retargeting and third party data audience modeling, and features interviews boasting PPC heroes and their best practices. On a list of demand gen podcasts, we’d call this a staple.
Most popular episode: Creating Comprehensive Reports for Clients
15. Perpetual Traffic (Digital Marketer)
This weekly podcast is hosted by Keith Krance and Ralph Burns of Dominate Web Media, and Molly Pittman of Digital Marketer. The trio aim to give their listener actionable paid traffic strategies through the lens of digital marketing and online advertising. From Facebook and YouTube, to Adwords and LinkedIn, this podcast covers the gambit of how to implement the right paid advertising strategies for your business.
Most popular episode: Everything You Need to Know About Facebook Website Conversion Campaigns
16. The PPC Show (AdStage)
Are you a PPC purist? You’ve found your home. This AdStage-produced podcast shares industry news, trends, and tips from the best in PPC. Learn about your quality score with former Googler Frederick Vallaeys, get AdWords RLSA best practices with Gil Hong, or snag excel hacks from Hanapin Marketing’s Rachael Law, all in an hour or less.
Most popular episode: When Not to Test — with Caitlin Halpert of 3Q Digital
17. The Art of Paid Traffic (Rick Mulready)
Facebook ads expert Rick Mulready shares paid traffic strategies for generating leads and sales for your business. With a focus on making the most of your budget, Mulready’s weekly podcast divulges tips on automating your leads and sales with help from experts in paid traffic on Facebook, YouTube, Twitter, Adwords, LinkedIn, and more. Want to know where your next lead is going to come from? This podcast aims to give you those answers.
Most popular episode: How to Scale Your Facebook Ads (Without Ruining Your Results)
Make Thursdays All About Growth
18. SAASTR (Saastr, Jason Lemkin, Harry Stebbings)
If interviews with renowned operators and investors in the “fiercely competitive world of Saas” gets you too excited for your morning commute, don’t worry, there’s always the ride home. Learn what it takes to scale your SaaS successfully, discover hiring best practices, and find out what metrics investors are looking at when examining SaaS businesses. Hosted by The Twenty Minute VC’s Harry Stebbings and SAASTR found Jason Lemkin, this is a weekly power-hour podcast packed into 30 minutes or less.
Most popular episode: How to Build & Scale A Customer Success Team & Why You Must Hire Full Stack Engineers with Dan Burkhard, Founder & CEO of Recurly
19. The Growth Show (Hubspot)
Each week, the hosts of “The Growth Show” interview executives and entrepreneurs about “what it’s really like to grow a business, a movement, and idea, or a team.” This Hubspot-hosted podcast takes a deep dive into how exactly that growth was achieved and how you can achieve it too. It might not be an obvious pick on a list of demand gen podcasts, but it’s a crucial one, no less.
Most popular episode: The Myth of Machine Learning & Building a Data Science Team that Works
On Fridays, Expand Your Horizons
20. Manly Pinterest Tips (Jeff Sieh)
Surprised to find this on a list of demand gen podcasts? Host Jeff Sieh aims to prove it’s earned its spot. His podcast was created to help its audience succeed on Pinterest. Arguably the podcast’s second goal is to prove that there’s just no other social media platform quite like Pinterest. You’ll learn how to create viral images, get more from your Pinterest marketing dollars, and run a successful business account, all while becoming a Pinterest evangelist (hopefully).
Most popular episode: Instagram Tools and Tactics with Peg Fitzpatrick
21. Mobile Presence (Peggy Anne Salz)
Is your motto this year “mobile first?” Well then, you may want to consider tuning into Peggy Anne Salz’s weekly podcast. It promises to show you how to drive engagement, connect you with your customers, and increase revenue, all through a better mobile presence. Get insights on hot trends like VR and mobile ad fraud, as well as strategies you can use on your own campaigns.
Most popular episode: Engagement Benchmarks: How Much Should You Pay for Users Who Really Use Your App?
22. Digital Analytics Power Hour (Michael Helbling and Tim Wilson)
This podcast was born out of several after parties at an eMetrics conference. Michael Helbling, Tim Wilson, and co-host emeritus Jim Cain found themselves several pints in and raucously discussing digital analytics (as one does). They decided to turn their bar-side discussions into a podcast for the people. What resulted was a show with a closed topic and an open forum. Today, Michael and Tim share their thoughts and experiences for their audience to take to work with them the next day.
Most popular episode: The People and Personality Side of Analytics
23. Call to Action (Unbounce)
Custom landing page platform Unbounce runs this aptly named podcast. Every two weeks, they’ll share an online marketing success story and discuss how you can apply their lessons to your own marketing campaigns. Expect some tie-ins to the Unbounce blog, exclusive product offers for their platform, and industry news that spans CRO, PPC, A/B testing, and beyond.
Most popular episode: Drift’s Marketing Manifesto & Why They Killed the Lead Gen Form
Give Yourself an Edge with These Demand Gen Podcasts
So, what now? We’ve given you quite a few podcasts to keep up with. Start by subscribing to your three favorites this week. Need a little incentive to keep listening? Start a podcast club at work or open a Slack channel at work just for chatting about daily or weekly podcast insights. You could even invent a hashtag to tweet about episode takeaways with interested marketers.
You’ll get the most from each listening session if you’re sharing and receiving insights from your friends and colleagues. After a few weeks, you’ll also feel more plugged into your industry, the work you’re doing, and your career. Did we forget any of your favorite demand gen podcasts? Let us know in the comments section below!
Write for The AdStage Blog
Have an opinion about Facebook’s newest feature release? Want to share your tips on managing Demand Gen teams in modern agencies? Think you have a game-changing hack for optimizing your AdWords campaigns? Then we’d love to have you write a guest post for our blog. We’re always looking for fresh perspectives from the sharpest minds in search and social digital advertising to provide our audience with actionable, in-depth content that helps them better plan, execute, optimize, and report on their PPC campaigns.
A few of our favorite guest posts to date include:
- How I Get Over 60% Conversion Rates On My Home Page With Facebook Ads Overlap Targeting (And How You Can Too)
- Should your demand generation team be made up of millennials?
- The 10 Best AdWords Scripts to Scale your PPC Accounts
How to Write an AdStage Guest Post
- Submit your contact information and your blog post idea in this Google Form. Please allow us 7 business days to get back to you.
- Next, once we give the go-ahead, send us a full draft of the post in google doc format. Include images! Please allow us 7 business days to review and provide edits/feedback.
- Include a bio (50 words max), include 150 x 150 high-res photo of yourself.
- After final edits are made and the post is approved, we will queue it up in our content schedule.
- Lastly, we will let you know the publish date and time so you can co-promote on the launch date.
Who are our ideal guest post authors?
We accept pitches from PPC marketers of all stripes. Whether you’re working in an in-house, agency, or consultant role, everyone brings unique perspectives that are valuable to our audience.
You should have at least a couple years of experience in the PPC world. Previous pieces in published on other high-authority blogs are a plus.
Which Topics Do We Cover?
Our audience consists of data-driven marketing directors, in-house PPC managers/specialists, and PPC agency marketers from around the world. The types of articles that do well with our readers include:
- Anything to do with planning, organizing, or executing PPC campaigns or accounts.
- Specific Ad Network features digital advertisers can take advantage of to get the most bang for their buck (top Ad Networks include Facebook, Instagram, AdWords, LinkedIn, Bing, and Twitter).
- How-to guides for medium to advanced PPC professionals.
- Bonus points for focusing on PPC reporting or automation!
- Tips for PPC Reporting for Agencies, A/B testing, Conversion Rate Optimization, Automation, B2B Lead Generation, PPC Landing Pages, Ad Creative, Re-Targeting–if it’s PPC, are all great topics!
Guest Post Requirements
- Your post must be at least 1,000 words.
- You must propose a target keyword.
- We request that you use the CoSchedule Headline Analyzer to come up with your headline, and submit one with a score of at least 65.
- Your post must be original content.
- If your post is published, we’ll ask that you respond to all comments for the first seven days after it’s posted.
What’s in it for you?
- Exposure to our ever-growing audience of PPC experts
- A potential feature in our weekly newsletter
- Shoutouts from AdStage social media accounts
- A chance to share your expertise and build your reputation as a PPC thought leader
We look forward to hearing from you!
Go to Pinterest’s homepage, and you’ll see examples of recipes, crafts, home improvement DIY, and outfit ideas among other things. For most B2B marketers, fitting your brand in among this type of content feels like you’re a giraffe trying to blend with a flock of flamingos.
What on earth could a B2B Saas business (for example) have to gain by getting in on this world?
Well, Pinterest advertises itself as the place to “Get discovered by millions of people looking for things to plan, buy and do.” Ok, that’s sounding closer to what might work for B2B. Here’s an even bigger indication Pinterest could be and underutilized platform for B2B marketers: the big guys like IBM and Marketo have already built out their Pinterest presence. Only one in four B2Bs are on Pinterest, making it much easier to get your message in front of customers. You can also include your website on every pin you publish, pushing traffic directly to your site. And, Pinterest allows you to use older content to bring in new customers (much more on this later). If you’re still feeling skeptical, consider Facebook. Most people peruse it to stay current on family and friends, but millions of businesses look to the platform as their most successful marketing channel. You can get anyone’s attention with a compelling ad, regardless of where they come across it.
Pinterest is underutilized by B2B marketers, but it’s not because it’s difficult to understand. However, before you whip up a digital plan for advertising on Pinterest, know that businesses must apply for an account and get approved. Pinterest wants to keep quality on the platform high, and this is their way of maintaining that for now. But, you can set up your company’s page and start posting organic pins immediately.
Now let’s dive into best practices for organic posts, utilizing content you’ve already created, and getting started with paid ads.
Best Practices For Organic Posts
Pinterest has a detailed, downloadable guide on How To Make Great Pins, which is a must-read if you’re serious about getting your boards going. The guide includes invaluable advice on choosing the best creative, ways to freshen it up to make it stand out more, and ideas for new creative. Pinterest is a visuals-forward platform, but the images aren’t the only powerful components of a pin. Rich Pins provide more information in certain categories, on the pin itself. There are six types of rich pins: app, movie, recipe, article, product, and place. Some pins, like the article pin, let customers save something for later (in this case, a story). Other pins, like the product pin, encourage immediate action, like a purchase. Some rich pins will probably be more relevant than others, depending on your products.
In June 2015, Google announced pins would show up in search results on mobile devices, making the keywords you use in your pin descriptions even more important. Use traditional SEO practices (check out our post on using long-tail keywords to convert), or Pinterest Analytics to find common searches and top topics relevant to your pin.
Where To Get Content
You don’t have to hire a content agency to get your Pinterest boards up and running. Take a look at your existing content. What do you have an abundance of? Blog posts, infographics, photos, videos? Figure out how you could organize the assets into different categories with which to create boards. Think beyond just “Blog Posts” or “Infographics” and look for more concrete themes like “Ways To Improve Customer Insights,” for example, then collect all the materials you have and post them to the board. Boards that have a narrower focus will make it easier for customers to find them using keywords and will help give context to the pins on that board. Hint: Summer is coming and this is a great project for any summer interns you’re taking on in your marketing department!
An easy way to build out your boards’ inventory without creating new content all the time is with re-pins. It’s exactly what it sounds like – finding and sharing other pins your customers would find useful and adding them to your boards. Just be sure you’re not sharing anything from competitors. Instead, look for content that supports your unique product offering, or themes your customers are interested in. For example, Adstage might share a helpful SEO infographic from Moz because we know our followers are most likely interested in SEO, but Moz is not our competitor. Also think about other engaging visuals you could find in your company or market. Your design team may have innovative designs they’re working on that may be worth sharing. Or, if your product offering falls into a visual field like paid advertising, for example, re-pin favorite ads from companies you admire. It’s a great way to show thought leadership and get a customer’s attention.
Getting the Most Out Of Paid Ads
Pinterest doesn’t have nearly as many ad type choices as say, Facebook. In fact, it currently offers just one type of ad. But, that makes advertising on the platform much simpler. Pinterest’s paid ad unit is called a Promoted Pin. It’s just like a regular pin, but you pay to ensure more people see it, and specifically people within your customer segments. When setting up a promoted pin, you choose your target, then decide if you want to pay for engagement or visits to your site. As a result, promoted pins are most useful when you want to support goals that tie to awareness, engagement, or traffic.
Promoted pins must come from a pin that you’ve already created and published to one of your boards, so while this feels very different from what you can do on Facebook or Twitter, this limit actually gives you a great starting place in setting up your first promoted pins. Log into your Pinterest analytics dashboard to identify your highest performing pins. Positive organic engagement is a strong indicator of how the ad will do when pushed to a new audience. Experimenting with promoted pins is the same as playing around with ads on any platform, so don’t forget your best practices; namely testing. Think about the funnel and the audience you’re targeting and think about that top-of-funnel content. Most of all, don’t be afraid of this new medium. You don’t have to make a sale with your Pinterest ad (and you probably won’t), so don’t stress.
Pinterest’s current ad offering is limited, but they’re working hard to expand. As of the end of March, customers can download your app directly from Pinterest, which, depending on what you’re selling, could be a very effective way to get people using your company’s products immediately.
Now is as good a time as any to play around with your B2B company on Pinterest. Simple ad products, straight-forward platform functionality, and limited competition will make it easy for you to practice setting up pins and get them in front of customers. Pinterest is announcing new capabilities all the time, too. For instance, they recently released Buyable Pins, which will let people buy from you without ever leaving Pinterest (currently only available to a few major brands as testing continues). So, even if Pinterest doesn’t fit your needs perfectly right now, getting familiar with the platform will set you up for quick success when new capabilities become available.
With more than 400 million daily users, Instagram is one of the world’s largest social networks, behind only Facebook and Whatsapp.
It’s no surprise, then, that Instagram’s ads sales are growing like crazy.
In 2017, it’s estimated that three quarters of American companies with more than 100 employees will start using Instagram to grow their business.
The reason why so many companies are using Instagram ads is simple: it’s good for business.
According to Shopify, Instagram posts have a 1.08% conversion rate, which, compared to Twitter (0.77%) and Pinterest (0.54%), makes it one of the best in the industry.
Also, Instagram users spend on average $65 per referred sale which, compared to Facebook ($55), and Twitter ($46.26), makes it the highest converting social network.
You probably already know this. That’s why you got started with it some time ago.
The key question then becomes, how do you measure the results of your ad campaigns? How can you ensure you’re stacking up to and even exceeding these industry averages?
The answers lie in this guide to Instagram Ad Reporting.
Start with Your Goals
If you want to measure your Instagram ad performance, you first need to be clear on what goals you are trying to reach with your campaigns. This isn’t just a theoretical idea; your Instagram ads depend on the goal you have defined for your campaigns, since the metrics for which you measure the success change with each goal. Otherwise, your metrics will be skewed from the moment you begin your campaign.
Since Instagram ads are under the Facebook ad campaign structure, the goal-setting process for the two are very similar. The only difference is that when you create Instagram ads, you can only choose from 7 of the 11 available goals:
- Brand awareness: Useful to increase your follower rate
- Reach: Best used when trying to put an ad in front of as many people as possible
- Traffic: Great to get more clicks to your website
- App installs: Useful only if you have an app
- Engagement: Relevant if you want to increase the number of likes and comments in your publications
- Video views: Useful only if you have videos
- Conversions: Best used for e-commerce stores and software business that want to optimize their campaigns for conversions (like lead generation, sales, and signups)
Once you’ve chosen your goal, you can then move to analyze the results of your campaigns to see how they have performed.
Customize Your Instagram Ad Reporting
When analyzing an Instagram ad campaign, the first mistake some people make is using the standard reports that you can find on the Ads Manager or Power Editor. The problem is, most default reports aren’t nearly as effective as the ones you create just for yourself, as they use very standard metrics that may not be relevant to you.
Instead, consider creating a custom report that fit your exact needs.
First, go to the Ads Manager, and click on your campaign.
Next, in the Ad Set level, you will see all your ad sets with their basic performance metrics. These metrics are based on the standard “Performance” column arrangement, which in most cases is good to start, but not relevant enough.
To change the order of the columns, you will click on the “Columns” drop down.
Once you do that, you will see the list of column arrangements that Facebook recommends. You can then click around and see what other metrics they show. Some of the best ones you could use (although aren’t recommend) are:
- Performance: Results, Reach, Costs, Amount Spent, etc.
- Delivery: Reach, Frequency, CPM, Impressions, etc.
- Engagement: People Taking Action, Reactions, Comments, Shares, etc.
- Video Engagement: Impressions, 3s Video Views, Cost per 3s Video Views, etc.
- App Engagement: Mobile App Installs, Mobile App Actions, Cost per Mobile App Install, etc.
- Carousel Engagement: Reach, Frequency, Impressions, Clicks, etc.
- Performance and Clicks: Results, Reach, Cost, etc.
- Cross-Device: Website Actions, Mobile Apps Install, Website Action, Conversion Value, etc.
These column orders won’t necessarily be relevant for you. That’s why you will likely want to go to the bottom of that list and click on the “Customize Columns” button.
Once in there, you will have to select the columns you feel are most relevant to you. I can’t tell you exactly which ones you should use. I can, however, recommend which are most suited for each goal:
- Brand awareness: Reach, Frequency, Impressions, Cost per 1,000 people reached, CPM
- Reach: Reach, Social reach, Cost per 1,000 people reached
- Traffic: Cost, Link Clicks, CTR (Link), CPC (Link)
- App installs: App installs, Mobile app installs, Cost per app install, Cost per mobile app install
- Engagement: Post comments, Post engagement, Cost per post comments, Cost per post engagement
- Video views: 3-second video views, 10-second video views, 30-second video views, Video watches at 25%, Video watches at 50%, Video watches at 75%, Video watches at 95%, Video watches at 100%, Video average watch time, Video percentage watched, Clicks to pay video, Cost per 3-second video view, Cost per 10-second video view, Cost per click to play video
- Conversions: Total conversion value, Adds to cart, Checkouts, Leads, Cost of Adds to cart, Cost of Checkouts, Cost of Leads, Adds to cart conversion value, Checkouts conversion value, Leads conversion value
The columns you should always plan on using are the “Results,” “Relevance Score,” and “Amount Spent,” as they give you a good idea of how the whole ad set is doing.
Now, let’s say your Instagram ad campaign’s goal was to increase your brand awareness. The first thing you would do once you are in the “Customize columns” is select the most relevant columns:
Arrange the columns in the order you prefer and click the “Apply button”. Then, click the “Columns” button once again, and where you see the “Custom” button, click the “Save” link.
Give it a name that’s relevant for you and click “Save.”
You can use this same report to analyze your campaigns and your ads. This is an important piece to remember, as in many cases an ad set’s bad performance isn’t related to bad targeting or bids, rather it’s due to the fact one ad is bringing the whole ad set down, and skewing your analysis.
With that report created, now it’s time to start analyzing the data it shows you.
Analyze the Results
Depending on the objective you chose when you started your campaign, your analysis will be focused on different metrics and goals.
In the example used before, if you created a brand awareness campaign, your goal would have been to get the highest reach and most impressions for the lowest cost per thousand impressions possible (CPM). As a consequence, you should follow how those specific metrics perform as the campaign goes. If those metrics don’t perform well enough, then you will have to adjust your ad sets’ bid, your ad’s creatives (image, headline, description), or even change the campaign’s goal.
The same thought process needs to be applied for each of the 7 goals and the metrics recommended for each one. As mentioned before, you should use your report to analyze your whole campaign (or campaigns, if you have more than one), your ad sets, and your individual ads.
Look for big differences of performance between ad sets and ads. If one ad is performing much better than the rest, think what could be causing that. Could it be the targeting? Or could it be the bid? Perhaps you need to cycle in fresh creative? Whatever it may be, write it down, and create a new ad set or ad (depending on what you are analyzing), and double down on what you think works. Then, come back and see if you have replicated the good performance. If so, keep scaling until you stop getting the results you’re looking for.
Today you have learned how to create simple reports for your Instagram ad campaigns. Now it’s time you start playing around with different column arrangements, dig the data and analyze the results.
You already know Facebook is a powerful and necessary channel in your digital marketing strategy from reading reports like DemandWave’s look at digital trends, but with each different Facebook ad type, which will get you the best ROI?
Marketing analytics software company, TrackMaven, conducted an industry-wide analysis of the spend and performance of Facebook ads specifically for Dark Posts and Boosted Posts. They took a look at budgets, days of promotion, and engagement for each, revealing some useful information about where marketers are getting the most for their money. But, before we dig into the numbers, let’s take a look at the difference between Facebook Dark Posts and Facebook Boosted Posts.
What Are Boosted Posts and Dark Posts?
Boosted Posts, which Facebook calls Boosted Page posts, allow you to extend the reach of a post you’ve already published to your Page. When setting up a Boosted Post, you can choose to send it to “People who like your Page and their friends” or “People you choose through targeting.” The second option includes target specifications for location, age, gender and up to 10 interests
Dark Posts, which Facebook calls Unpublished Page post ads, allow for more customized targeting. Every Dark Post that you create can be tailored for and targeted to specific, and different, audiences. Dark Posts are a great way to test creative with different audiences without overloading your Page since none of the ads are published to your feed.
Why Boosted Wins
Marketers spend nearly twice as much per Dark Post than Boosted Post, and leave Dark Posts active for an average of 15 days longer. But engagement numbers reveal Boosted Posts are more effective. Boosted Posts receive over 9x more organic reach and 7x more organic impressions than Dark Posts on average. Boosted Posts also receive a significantly higher number of shares – 73% more. The benefits of each ad type and how they influence creative may be one explanation for the wildly different results. Businesses tend to spend more time on ads posted directly to their Page (which would become Boosted Posts), while Dark Posts tend to focus on testing, and explicit calls-to-action.
TrackMaven points out that Dark Posts may be more beneficial to big brands with big budgets who are willing to commit to a longer-term strategy. Something to consider if your business meets that criteria.
Most Popular Post Type
Now that we know how and to whom to send ads, let’s look at the what. TrackMaven found the majority of posts are link posts – 84% of Dark, and 87% of Boosted. It makes sense when you factor in the reason for creating these two ad types is usually to encourage some type of qualified interaction.
If you still need more convincing to shift focus and dollars to Boosted Posts, check out this article for other benefits AdStage has experienced first-hand.