How to Use Social Media Ads for Lead Generation

Posted by on Aug 7, 2017 in Social
How to Use Social Media Ads for Lead Generation

Social media is a must for brand awareness and audience engagement, but how about lead gen? With 13% higher lead conversion rate compared to other channels, social media can be a powerful growth tactic for any B2B marketer. In fact, 66% of marketers who spend as little as six hours per week on social media say that they see some kind of lead generation benefit.

Yet 49% of B2B marketers find social media to be the most difficult marketing activity to implement. So, let’s break it down and make it simple. Read on to learn how you can get started using social media for lead generation.

How Social Media and Lead Generation Work Together

Before we get into the nitty-gritty of using social media for lead generation, we need to be clear on how the former can impact the latter.

Focus on the why before the how.

Social media is about having a conversation with your audience. This audience needs to be interested enough in your brand to follow the company on Facebook, Twitter, or Linkedin. Lead generation, on the other hand, is a process in which an individual goes from being unaware of a problem or solution to being interested in exploring your solution. In other words, you attract visitors and convert them into leads. So, how do you make these two seemingly different goals work?

If you want to use social media to acquire leads, you can’t just start pumping your latest eBook to your audience. But if you invest the time to build an engaged audience, you can then convert them into leads and use ads (especially now that Facebook and Instagram have decreased their organic reach) to reach new audiences. Let’s dive into what you need to know about each social ad network.

How to Decide Which Social Ad Network to Use

To promote lead generation content through paid social media, you can use Facebook ads, Twitter ads, LinkedIn ads, or even Instagram ads. The challenge is to figure out which one is right for your business.

Your personas and their attributes is a good place to start. If you have already developed at least a couple of customer personas for your company, you can see where their attributes fit within different social networks.

Let’s take a quick look at the different demographics of Facebook, Instagram, and LinkedIn:

facebook ads demographics

Source: Pew Research Center

As you can see, most Internet users are on Facebook. The social network has more women than men, and also more younger people (although Facebook is more popular among older users). When it comes to education, income, and location, Facebook has equal representation.

What’s interesting for B2B marketers is that 73% of Facebook users say they use it for professional purposes.

Here’s what the audience looks like on Instagram:

instagram ads demographics

Source: Pew Research Center

Even though Instagram has fewer users than Facebook, people of all gender, age, education, and income are still equally represented. The only large difference is in location: Instagram has more urban settlers than rural and suburban ones.

Finally, let’s repeat this analysis with LinkedIn:

linkedin ads demographic

Source: Pew Research Center

As you can see, LinkedIn has a much different set of demographics than Facebook and Instagram. To begin, there are more men than women on LinkedIn. Most users are college-educated, have much higher income, and live in urban and suburban areas.

With all this information, you should start looking at your personas and see where they are more likely to be.

The largest social networks have attracted a wide variety of users with a diverse set of demographics, so you may want to try different sites at the same time. That being said, start where your core audience usually resides. For example, if you focus on B2B lead generation for enterprise IT CxOs, you may want to start with LinkedIn. If you’re selling B2C products to younger users, Facebook and Instagram may be a better investment.

Whatever the case, start with who your target audience is and where you can find them. In other words, your audience’s demographic determines the social network they use. Now that you have a clearer idea where to start, I’d like to show you how you can use Facebook, Instagram, and LinkedIn for lead generation.

Facebook Lead Ads

84% of marketers choose to use Facebook ads to drive traffic and acquire leads. On Facebook, you can select different goals for your campaigns, which makes it a popular choice among marketers. The lead generation goal works just like any other goal on Facebook: you can use targeted, lookalike, and custom audiences. But only with this goal you can promote a gated offer which your audience can get by providing their contact information without leaving Facebook.

This is how it works:

  1. A user sees an offer they like (typically, an ebook or a white paper)
  2. The user clicks the ads’ call-to-action
  3. The user verifies their information which Facebook has pre-filled for them (instead of redirecting them to a landing page)
  4. The user confirms their pre-filled information, receive the content, and become a lead

Unlike the classic traffic-to-landing lead generation model, which creates leaks in visitor-to-lead conversion, Facebook’s offering removes the friction and lowers your customer acquisition cost. Plus, it makes for a much better user experience.

The reduction in friction in the visitor-to-lead conversion process means your users are two clicks away from becoming a prospect. But remember, you must make this process seamless and ask only for the most information you need for lead nurturing.

Creating lead generation ads is easy (just check out this video from Facebook). You first choose the ad creative, then set your targeting and bidding options, and finally, customize your form fields.

Land Rover, for example, used lead gen form ads to get potential customers to request a car quote. As you can imagine, Land Rover sells expensive products which can only be purchased after a long sales process, which starts with a car quote.

Land Rover tried Facebook’s lead generation goal to create a seamless experience across devices. Lead gen forms made it easy for people on mobile to request a car quote and learn more about Land Rover.

Kim Kyaw, Land Rover’s Digital Marketing and Social Media manager, said that in early A/B testing, Facebook’s native lead ads outperformed link ads driving to the website in total leads and conversion rate. This Facebook campaign also achieved a 4x reduction in cost per lead compared to previous social lead generation tactics.

instagram ads lead gen

Instagram Lead Ads

Instagram’s ads are becoming a staple among online advertisers. Last year alone, eMarketer found 48.8% of brands were on Instagram and estimated that they would increase their participation in the social network by 70.7%.

Brands’ photos on Instagram generate 58 times higher engagement per follower than Facebook posts and 120 times higher engagement rates than tweets,  according to Marketing Week.

What’s more, a study done by Shopify found Instagram posts achieve 1.08% conversion rate. Facebook owns Instagram, so you can use similar lead ads on both platforms. The only difference is Instagram reduces the pre-filing options for advertisers to just email, full name, phone number, and gender. Collecting any further information would mean the user would have to type it in.

Since it takes a user 40% longer to fill out a form on a mobile device than on a desktop, you should only look to get additional information if it is a high priority for your initial sales efforts.

Maserati, the famous Italian luxury car manufacturer, used Instagram’s lead ads to promote their latest car, the Levante. The results were nothing but spectacular. Maserati generated 21k leads, 127 of which ended up purchasing a car. Even at a mere 0.47% conversion rate, if you consider the car costs close to $75k, Maserati made $9.5 million in revenue, just from their Instagram’s lead ads.

instagram ads for lead generation

LinkedIn Lead Gen Forms

62% of B2B marketers say they have found LinkedIn to be the most effective social media platform for their businesses. This is especially true with lead generation, where 65% of B2B companies have found success.

Linkedin offers many advertising options for companies: sponsored content, sponsored InMail, text ads, dynamics ads, and more.

Sponsored content, one of the most commonly used ad types, works just like the name suggests: a company promotes a piece of content and acquires more traffic and leads by increasing the content’s reach.

For lead generation, LinkedIn has a very useful feature: Lead Gen Forms. Here’s a short video on how it works:

 

LinkedIn Lead Gen Forms allow potential customers to share their  information by pre-populating contact forms from their LinkedIn’s profile, exactly same way as with Facebook and Instagram.

The key difference is that LinkedIn can pre-populate information related to the professional life of the users, which includes their job title, company name, seniority,  and education details like degree, school, and field of study. This gives a much richer set of data from each lead. But don’t overdo it: LinkedIn recommends sticking to three or four key fields to maximize conversion.

Since LinkedIn Lead Gen Forms don’t require any typing at all from users, it makes it easy for them to add their information on mobile. LinkedIn Lead Gen forms are only available on mobile Sponsored Content campaigns.

According to LinkedIn, 90% of the 50 businesses in the pilot project exceeded their cost-per-lead goals. This is the case of Integrated Research, a software provider of IT infrastructure, which saw a 200% increase in their conversion rate while seeing a 44% reduction in lead cost acquisition.

Conclusion

Once you see how lead generation and social media work together, you can acquire leads using social media ads.

Start with the audience, then choose your social network. Facebook, Instagram, and Linkedin all have features you can use for lead generation. So, get started, and let us know which one you think best fits your target audience. What are your next steps to start generating leads for your business?

 

AdStage CTA Report

LinkedIn Text Ads: 5 Brands to Copy to Boost Performance

Posted by on Aug 2, 2017 in Advertising, Social
LinkedIn Text Ads: 5 Brands to Copy to Boost Performance

As LinkedIn has grown to over half a billion users, so too has its ad platform’s capability to slice and dice audiences based on troves of self-reported user data. With plenty of targeting options to choose from, you can get your message in front of decision makers and C-level execs when  they catch up on news, connect, and network.

But an ad done wrong can actually reduce the sales of a product. (Or so says Ogilvy, the father of modern advertising.) How do you write a compelling LinkedIn ad?

At AdStage we’ve plowed through tons of ads on the platform and analyzed several examples of different LinkedIn ad types to inspire your creative process.

In this blog post, we’ll explore the basics of writing effective B2B LinkedIn text ads. Read on to learn how to write a LinkedIn ad headline, increase form field conversion rate, and choose images to support your ad on the landing page.

5 LinkedIn Ad Types: From Text Ads to Programmatic Display

linkedin campaign manager

You can buy Sponsored Content, Text Ads, and InMail ads through LinkedIn’s self-service platform and programmatically purchase LinkedIn Display through your preferred ad partner. For Dynamic Ads, you’ll need to go through a LinkedIn sales rep.

It bears saying from the outset that a strong organic presence – a company page – is a must for any brand. But to scale your customer acquisition, you must invest in paid ads. On LinkedIn, you can serve up paid ads in the following five formats:

  • Text ads
  • Sponsored Content
  • LinkedIn InMail
  • LinkedIn Dynamic Ads
  • Programmatic Display

Some ad types work better than others depending on your marketing budget and goals. Below, we’ll look at several text ads served by B2B companies in July 2017.

Match Landing Pages to Ads and Reduce Form Fill Friction

The beauty of text ads is that they are super easy to create and work for budgets of all sizes. Text ads appear in the right rail of LinkedIn pages or at the top, as seen in the example below:

linkedin text ads content strategy 2017

Let’s zoom in on this one. As I click on the ad, I’m redirected to a URL with custom campaign variables, featuring content gated by a contact form.

linkedin text ads landing page scribble

linkedin text ads content strategy

Scribble’s ad is well-targeted and features relevant keywords in the headline, as well as an actionable CTA. Unfortunately, the text ad is missing the company’s name, and its content is poorly-timed.

What’s good about this ad? Obviously, the job title targeting is on point: a guide on content marketing strategy optimization is a logical offering for a content marketing manager. Scribble Live is not hard-selling me software, but offering a free pdf download instead. And the call-to-action is clear — the ad ends with a straightforward “Get the Guide.”

What’s missing? For starters, this text ad doesn’t mention the company’s name in the headline — a missed opportunity for raising brand awareness among those who don’t click but count as “impressions.” And for those who do click, the brand could have provided better, smoother user experience through frictionless form capture.

Too bad I have to manually enter my name, company’s name and email — Scribble could have easily pre-filled the form with data from my LinkedIn profile through LinkedIn AutoFill Plugin Generator. But plugging in the company’s name and streamlining form capture is only part of the equation. I’m here for the content, but Scribble’s timing seems a bit off. Content strategy for 2017? We’re more than halfway through the year; that ship has sailed.

After I leave Scribble’s website and re-load my LinkedIn page, another version of the same ad pops up — this time, with a marketers’ favorite odd-numbered-list headline. The cool thing about text ads is that you can very quickly come up with a multitude of options for testing, a big positive for copywriters on lean marketing teams.

linkedin text ads content strategy

Here’s another B2B ad example, courtesy of Cloud Coach:

Cloud Coach linkedin text ad

A click on the ad brings us to the registration page on Eventbrite.

linkedin text ads landing page for events

linkedin text ads salesforce

Cloud Couch uses smart geo-targeting to promote an event offline and times it well to create urgency while allowing at least week for planning. Unfortunately, the image on the landing page doesn’t entice me to register.

What’s good here? This ad is an excellent example of relevant geo-targeting. LinkedIn uses a mix of user-provided data and IP information, a compelling offering if you’re promoting offline events. The ad is also timely; served a week ahead of the promoted event, it creates a sense of urgency while allowing some time for planning. I also like the no-nonsense approach to copy: it has the When, the Where, and the Why.

What’s missing? The landing page creatives clearly fell flat. Cloud Coach advertises a seminar, an event to network and learn about custom applications of the Salesforce platform. Yet the image doesn’t feature people I want to meet or the experts who’ll speak at the training. Even a company’s logo and screenshots of the software tool itself would have been more helpful. Instead, I see a picture of a saving glass jar half-full of quarters. Unless a glass jar full of “Profit,” as the ad suggests, is exactly what a company is selling, it’s better to play it straight — at least on the landing page.

Mind The Where, What, and Why-Should-I-Care

With LinkedIn text ads, a short line of text is all you’ve got, so it’s critical to use the limited number of characters (25 for a headline and 75 for description, including spaces) wisely. Leverage this space to showcase a benefit, announce a product update, promote a discount on a service, recognize your customers’ problems and offer a solution, or quote a happy client.

As a target buyer, I should be able to quickly figure out the value proposition. As Steve Krug put it, “don’t make me think.” For example, both LinkedIn text ads below promote events. Which one does it with more clarity?

linkedin text ads

linkedin text ads aws webianr

Both ads promote an event, but the first one is confusing and doesn’t tell me the “where, what, and why-should-I-care” part of the piece. AWS, on the other hand, uses relevant keywords, mentions all the cross-promo partners’ names, and tells the full story in one line.

Putting It All Together

LinkedIn text ads allow marketers to quickly test multiple variations and reach highly-targeted audiences at a reasonable cost. How do you maximize the impact of the few characters you have?

  • Play it straight and speak the language of your buyer. Use relevant keywords your target audience can relate to (e.g., job title, skill, software tools they use)
  • Offer value, don’t hard-sell
  • Time content well — this is especially important for events and seasonal content promotions
  • Optimize your conversion page to reduce friction through LinkedIn AutoFill
  • Test multiple variations of headline and image
  • Go for clarity over cleverness to minimize irrelevant clicks

Do you have any tips for writing great LinkedIn text ads? Tell me in comments.

 

The Complete Guide to LinkedIn Ads that Convert ebook download via blog.adstage.io

How to Use Facebook to Create Powerful Customer Personas

Posted by on Jul 31, 2017 in Advertising, Social
How to Use Facebook to Create Powerful Customer Personas

As an advertiser, the more you know about your customer personas, the better the content you can create. Rich customer data also helps determine how to distribute this content effectively, which leads to more successful marketing campaigns.

But gathering this customer insight can be expensive and time-consuming. You have to run extensive surveys, conduct one-on-one interviews, and collect regular feedback. In an ideal world, you would have the resources to do all of the above. But in reality, you often have to charge in blind, armed with just your intuition and fragmented conversations with clients.

Fortunately, there is a little-known solution called Facebook Audience Insights. Apart from helping you run better Facebook ad campaigns, Audience Insights is also a fantastic tool to gather customer insight. By combining raw intuition with Facebook’s hard numbers, you can create detailed customer personas.

The result? Content that your target customers love. Plus, higher conversion rates. Read on to learn how to use Facebook to develop your customer personas today.

What is a Customer Persona?

A customer persona is a biographical sketch of a single representative customer, or your “ideal customer.” While this persona has some hard demographic data (age, location, gender, etc.), it is mostly a subjective summary of the customer’s likes, dislikes, problems, and desired solutions.

Here’s a sample customer persona from HubSpot:

hubspot marketing mary

There is no limit to how many customer personas you can have. A large business like Amazon might have hundreds, even thousands of customer personas, while a bootstrapped SaaS product might just need a couple.

Customer Personas Use Cases

Well-defined customer personas can guide your content efforts from planning to distribution:

  • What kind of problems to address in your content
  • How to write, style, and present your content
  • Where to distribute your content for maximum impact
  • How to prioritize content creation

Suppose, you have two target personas:

customer personas

Persona A represents a key decision maker, someone in an executive-level position. To target this persona through content, you can use their preferred format, style, and media:

  • Create shorter content that’s easier to consume
  • Distribute mostly through popular enterprise blogs and LinkedIn
  • Emphasize high-level wins
  • Use a writing style that’s aligned with the demographics.

Persona B, on the other hand, represents an entry-level employee. They don’t make critical decisions yet, but can tell decision makers about your product.

To attract this persona, you can adjust your content accordingly:

  • Create more in-depth or beginner-level content
  • Distribute via Facebook, Twitter, and other popular mainstream blogs
  • Use a more casual writing style aligned with the demographics.

As you can see, a content marketer would likely create two very different content marketing campaigns for these personas. Detailed customer personas will make content creation easier and help you attract targeted traffic.

So, how do you create customer personas? This is where Facebook Audience Insights helps.

How to Create Customer Personas with Facebook Audience Insights

Facebook Audience Insights offers a fast and free alternative to extensive surveys and expensive focus groups.

Let’s look at how you can use this nifty tool to create customer personas.

Start by Researching a Competitor

The first step is to find and research a popular competitor. This will give you the initial data you need to zoom in further on individual personas. Ideally, this competitor should be popular, yet niche. If you’re selling software, don’t research Adobe; your data will be too broad. Instead, look up 37Signals or FogCreek.

Go to Audience Insights and plug this competitor into the “Interests.” In this example, I used Copyblogger to research content marketing customer personas.

copyblogger custom audience research

You can already see that this first step already yields some interesting insights: most of Copyblogger’s audience are older than 25 and, for the most part, women.

Find High-Affinity Related Pages

Once you have your seed data, you need to find related pages that have a high affinity with your existing audience. To do this, go to “Page Likes” and sort the pages by affinity. Make a list of at least five or six pages.

facebook page likes

Research All Related Pages for Demographic Data

Next, add all the pages you found above to your list of interests. This will help you expand the audience and gather demographic data. For best results, keep your total audience size under 50k monthly active people. For smaller niches, I stick to 10k people and under. For example, adding “Duct Tape Marketing,” “Derek Halpern,” and “Jeff Bullas” to the interests list shows me this:

facebook audience interests

While this won’t give you specific customer personas, it will help paint a general picture of your target audience.

In the above case, it’s clear that most of my target audience is in the 25-54 age group. A look at “Lifestyle” shows that a lot of these are also “Top Professionals.”

facebook audience lifestyle

The Education and Job Title section shows that my selected audience are mostly college-educated and work in media, management, or sales roles.

facebook audience education and job title

Based on this, I gather a few things:

  • My target customers are mostly professionals working in media, management, and sales
  • Most of them are at least in their late twenties and went to college

Once you dive further, you can start creating your customer personas.

Drill Down by Age and Education Level

Your next step is to drill down further and create specific customer personas from the general data you gathered above.

Here’s how:

  • Divide audience into distinct age groups
  • Segment this audience further based on their education.

In the above example, the age and gender data shows that most of my audience falls into three age groups:

facebook age gender

I focus on age since it usually correlates with career advancement (older people tend to be in positions of higher authority). In most cases, the above three age groups would form three separate customer personas. Research each of these age groups separately.

For example, focusing only on 25-34-year olds shows me that 54% of this audience is female.

facebook audience personas

To get an even better picture of your audience, drill down based on education level. For example, looking only at college-educated 25-34-year-olds, you can see that an overwhelming majority is in management or media roles:

facebook audience job title

Look at each segment’s page likes to find:

  • Where this audience hangs out
  • Where to distribute content (including guest post spots)
  • Identify influencers
  • Narrow down on niche interests (social media marketing -> Facebook marketing)
  • Tools and products they use and like

For example, here are the page likes for college-educated 25-34-year-olds:

audience influencers and guest posts

In contrast, 25-34-year-olds with a graduate degree are equally represented in management, sales, and media roles. They also tend to be female. Based on this data, you might have two customer personas:

  1. Persona A: 25-34-year-old male with an undergraduate degree working in a managerial position in marketing. Hangs out on social media and career-focused websites.
  2. Persona B: 25-34-year-old female with a graduate degree working in a sales or media position. Follows SaaS businesses in the MarTech space, reads established marketing and business bloggers.

Do this for all the different age groups until you have a handful of customer personas.

Test Your Customer Personas

To test your hypotheses and create more accurate personas, follow this three-step process:

  • Create a custom audience based on a single customer persona
  • Create a blog post that would appeal to this customer persona
  • Promote the blog post via Facebook ads and measure results

If there is an alignment between your content and customer personas, you should see a healthy engagement rate. If not, try narrowing or expanding your target audience.

See this guide if you want a primer on running Facebook ad campaigns.

Create Your Final Persona

Once you have all this data, it’s time to create your final customer personas.

Here’s how:

  • Give each customer persona a name and age (“Tony Stark, 42”)
  • Add a picture representing the persona. Use stock images or find something on MorgueFile.
  • Give the persona a fictional position (“CEO at Stark Industries”).
  • Summarize each data point in a single sentence.

You can use PowerPoint or the MakeMyPersona tool from HubSpot.

Conclusion

Facebook Audience Insights can be used for a lot more than running Facebook ads. The insight you gather from it can also help you create customer personas for your content marketing campaigns. By researching your closest competitors’ audience, you can learn about their demographics, their favorite products, what industries they work in, and what influencers they follow.

It’s not more accurate than running an expensive customer survey campaign, but it’s a lot better than going in blind. Plus, it will neither cost you money or take up too much of your time.

Quick Guide to Facebook Value-Based Lookalike Audiences

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

Facebook’s New LTV Lookalike Audiences

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

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

Facebook Value-Based Lookalike Audiences

The Power of Lifetime Value Metrics

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

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

How does LTV improve my lookalike performance

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

Reasons To Use LTV Audiences

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

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

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

Step 1 – Create a New Custom Audience

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

create custom audiences with LTV

Step 2 – Add Custom Value Column

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

Facebook Value Column for LTV Custom Audiences

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

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

Step 3 – Confirm Custom Value Column

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

Confirm Your Custom Value Column

Step 4 – Preview and map your identifiers

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

Preview and map your identifiers

Step 5 – Create a Lookalike Audience

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

Create a LTV lookalike audience

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

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

Step 6 – Populate and Test Value-Based Lookalike Audience

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

LTV Lookalike Audience Ready

Using the Data to Optimize LTV

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

How do I measure and test performance

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

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

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


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Quick Guide to Facebook Lookalike Audiences for Multiple Countries

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

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

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

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

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

New Countries and Regions for Lookalike Audiences

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

Lookalike Audiences Select Countries via blog.adstage.io

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

Lookalike Audiences for Multiple Regions

Free trade areas groups countries are classified into the following:

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

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

Lookalike Audiences Regions via blog.adstage.io

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

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

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

For Performance Advertisers: Create a Custom Audience

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

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

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

Creating Your Custom Audience with Robust Data Matching

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

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

Field

Column Header

Examples

Email

email

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

Phone Number

phone

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

First Name

fn

  • John
  • F.
  • Émilie

Last Name

ln

  • Smith
  • Sorensen
  • Jacobs-Anderson

City

ct

  • Paris
  • London
  • New York

State/Province

st

  • AZ
  • California
  • Normandy

Country

country

  • FR
  • US
  • GB

Date of Birth

dob

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

Year of Birth

doby

  • 1986

Age

age

  • 65
  • 42
  • 21

Zip/Postal Code

zip

  • W11 2BQ
  • 94104-1207
  • 94104

Gender

gen

  • M
  • F

Mobile Advertiser ID

madid

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

Facebook App User ID

uid

  • 1234567890
  • 1443637309

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

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

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

 

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

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

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

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

Budgets Migrating to Mobile

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

Screen Shot 2017 06 02 at 10.16.36 AM

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

Lack of Expertise

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

Screen Shot 2017 06 02 at 10.18.10 AM

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

What’s Hot in 2017 and Beyond?

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

Screen Shot 2017 06 02 at 10.20.26 AM 1

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

Still Too New

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

Quora Ads: How to Create Your First Ad Campaign

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

Step-By-Step Guide for Creating Quora Ads

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

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

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

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

How to Set Up Your Quora Ad Account

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

Step #1 – Set Up Your Ad Account

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

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

Create Your Quora Ad Account

Step #2 – Additional Business Information

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

Add Your Business Information Quora Ad Account

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

Webinar Recap: Getting Started with Quora Ads

 

Navigating Quora Ads Manager

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

Quora Ads Manager Dashboard

Step #1 – Manage Ads Dashboard

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

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

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

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

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

Quora Ads Manager Dashboard Campaigns

These are also the default columns Status

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

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

Step #2 – Account Billing & View Invoices

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

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

 

Quora Ads Manager Dashboard Billing

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

Step #3 – Account Settings

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

 

Quora Ads Manager Account Settings

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

Quora Ads Adding Users

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

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

Creating Quora Ad Campaigns

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

Step #1 – Create Campaign

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

Create Quora Ads Campaign Button

Step #2 – Enter Campaign Settings

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

A) Name Your Campaign

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

Name Your Quora Ads Campaign

B) Choose Your Objective

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

Quora Ads Campaign Objective Selection

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

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

C) Set A Campaign Budget

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

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

Quora Ads Campaign Budget Selection

 

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

4) Set Your Schedule

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

 

Quora Ads Campaign Schedule

 

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

Step #3 – Create Your Ad Set

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

A) Name Your Ad Set

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

Name Your Quora Ad Set

B) Manually Input Topics

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

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

 

Quora ads topic selection

 

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

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

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

C) Import Keywords

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

Quora Ads Import Keywords

 

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

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

D) Import Locations

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

 

Quora Ads Import Locations

Quora Ads Import Locations

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

E) Platforms

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

 

Quora ad set platform or device selection

 

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

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

F) Excluding Locations and Questions –

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

 

Quora ad set exclude locations and questions

 

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

Quora ad set exclude questions and topics

 

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

G) Setting your Bid

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

 

Quora Ads Bid Selection

The Quora Auction

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

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

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

H) Ad Set Summary

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

Quora Ads Set Demographic Targeting Summary

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

Step #4 – Create Your Ads

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

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

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

 

Creating a Quora Ad

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

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

A) Headline Sentence General Rules

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

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

B) Body Text General Rules

  • Body Text: Maximum of 105 characters

Incorrect/unusual use of capitalization and abbreviations

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

Correct capitalization must be used at all times.

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

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

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

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

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

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

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

Ellipses are not permitted.

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

More body text policies to adhere to:

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

C) Landing Pages and Destination URL Requirements

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

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

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

D) Destination URLs:

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

E) Display URLs:

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

F) Importing Existing Ads

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

G) Call to Action

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

Quora Ads Call to Action

H) Ad Preview

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

Quora Ads Preview Breakdown

How to Configure the Quora Conversion Pixel

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

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

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

Step #1 Install Base Code

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

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

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

Step #2 Install Event Code to Track Conversions

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

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

 

Quora Ads Conversion Pixel Event Tracking

 

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

Step #3 – Verify Proper Installation

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

Quora Ads Recap

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

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

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

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

How to Rock Facebook & Instagram Ads

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

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

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

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

Facebook Users vs. Instagram Users

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

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

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

pew research center facebook users

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

pew research center instagram users

This data shows two things:

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

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

Facts about Advertising on Facebook

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

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

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

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

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

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

Facts about Advertising on Instagram

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

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

instagram content consumed

Source: Facebook

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

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

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

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

How to Run Facebook and Instagram Ads Together

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

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

Facebook First, Retarget with Instagram

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

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

facebook campaign creation

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

facebook ad set

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

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

instagram ad set

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

Engage in Instagram, Finish the Conversion on Facebook

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

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

instagram ad campaign

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

instagram targeting

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Follow Them Like a Fan

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

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

Twitter ABM Strategy

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

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

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

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

See What Fans Are Saying

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

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

Make The Most of Facebook

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

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

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

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

 

adicted facebook gallery

 

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

Enlist the Help of Free Tools

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

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

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

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

Reach Out Strategically

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

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

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

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

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

Boosting Social Media Marketing Using Content Automation

Posted by on May 31, 2017 in Automation, Social
Boosting Social Media Marketing Using Content Automation

Comprehensive automation appears to be the future trajectory of digital marketing. Email automation, for example, has become second-nature to many marketers. It’s nearly impossible to imagine writing unique emails to individual clients each day. Retaining information regarding our users in automated CRM systems allows for automation to be simplified.

This post is about social media marketing. The emphasis is on the “social” aspect, the part where relationships are built between your brand and its followers. People following your company on social media want a personal connection, not mechanically generated content cluttering their feeds and jamming their inbox! It increases your chances of success if there is a human being on the other side of every post that they view.

If you are geographically separated from a significant portion of your audience or clients, would it make sense to attempt to contact them late at night, to the detriment of other relationships? Waking up early in the morning or staying up very late at night will eventually interfere with the schedule you’re meant to keep with local clients, family, and friends.

The Case for Automation

Scheduling posts to go live automatically is an especially useful application for automation. A well-planned content calendar, with diverse content, may be the solution to lackluster relationship building and can increase brand presence and site traffic. Posting at optimal times of day can also significantly increase site traffic; it doesn’t make much sense to post while your audience is sleeping! You should also consider investing to boost posts or run more ads.

By automating your marketing, you can mitigate some of these challenges. This approach will also save you time and improve the impact of social media campaigns. Automation (and by this we mean loading up your social media calendar ahead of time so that you’re not manually posting) can only get you so far. You have a lot of things to think about when creating posts to share with potential fans and customers.

Building relationships with your brand’s consumers require creativity and continuing attention to the needs of the community. Some of the potential challenges that you will face as you develop your marketing plan for social media are listed below.

Getting the Right Visuals

In order to establish your brand, or build awareness for an existing following, you will need to create custom visuals. Sometimes this means modifying stock photos with logos or captions, or creating appropriate images from scratch.

Relatively young companies can benefit significantly by establishing strong branding early on. If you want these materials to be effective, they should appear professional and ideally contain recognizable colors, fonts, and logos. A professional appearance will create trust in your brand. It may not be necessary to hire a designer immediately or invest large sums of money.

Instead, you can create your own content with a drag-and-drop editor, easy graphic creation tool or something similar – we have recommendations if you want to seek out those options.

Try PromoRepublic (I work here), Canva, and Picmonkey to create professional visuals in minutes.

Screen Shot 2017 05 16 at 10.18.14 AM

Writing Compelling Content

If you are short on time, and can’t invest in creating catchy captions or hashtags sure to go viral, you may need to work with a creative person to generate novel ideas. Some companies spend a lot of money on copywriters, but sometimes it can be hard for those professionals to hit the mark in terms of your brand’s audience.

By automating your social media marketing, you maximize the possibility to focus on building relationships with your follower base without straining to complete more routine tasks. Let’s look at an example social media marketing strategy and discuss how content impacts growth of engagement.

Building Efficient Content Plans

Now that we’ve covered some of the things you need to think about when creating a social plan,, it is time to put them into practice! It is clear now that posts can be scheduled to go live automatically, but it may be less clear how to determine when the best time to schedule them is.

This is an example of a balanced content strategy.

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Engagement Content

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Posts meant to increase engagement should make up a significant (about 40%) portion of your total content. Examples of this type of post could include statistics or motivational quotes. They could contain polls or quizzes to engage the audience. The key features of these posts are that they grab the reader’s attention so they should be visually appealing and written well. Finally, it is critical that they reach your audience at an optimal time of day.

These posts should make up the core of your strategy because they are the content that people share with their friends and ultimately build your brand’s awareness. If this content is designed well it should inspire the strongest responses, so these posts.

Events, holidays, trends and more pre-made and ready to use. You can try content builders and schedule your posts on Facebook, Twitter, Instagram and LinkedIn, and even view analytics to measure the effectiveness of your campaigns.

Promotional Content

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These posts are meant to communicate special offers or other company business. These posts are necessary and but generally less inherently interesting that engagement content. Followers will eventually become former followers if your strategy relies too heavily upon promotional content. Promotional content should comprise about 30% of your posts.

Educational Content

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Educational content is often neglected in social media marketing plans. Blog posts are widely considered effective enough to communicate educational material. More-involved efforts represent too large a time commitment, … Curated content often edges out educational posts, but this is not recommended.

There are benefits of hosting content not generated by your organization, but these should not be over-valued. Your brand will not live up to its potential, and your audience benefit less if relevant educational posts are neglected. It is also likely that if you don’t love the content that you are considering hosting, your audience is unlikely to engage with it well either.

Visual material that has the potential to be informative or contains relevant information would serve as educational. Don’t limit yourself to blog posts!

Curated Content

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Only 10% of your total planned content should be curated. Curated content might be used to fill spots on your calendar that have fewer scheduled posts, as well as increasing your number of followers. Potential new clients may evolve as your existing audience interacts with content that you have curated.

Another function of curated content is to project that you are aware of the trends in your industry. This can serve to build relationships with established thought leaders in the field, and can even improve your own reputation. Make sure to carefully choose what you curate based on your audience’s interests, otherwise the effort that went into reaching out to guest writers will be wasted.

Post at Strategic Times

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What time of day does your audience engage most with your content? What hour would be most likely to find people shopping for gifts? When are exclusive offers or discounts going to be the most effective?

Holidays work well to frame your campaign as they are widely recognized, however, there is also potential in less-know events. For example, people are more likely to share special offers on pizza during National Pizza Day. Certain holidays that might be more relevant to your specific audience would be the perfect time to motivate them to pull a little extra weight by sharing or otherwise interacting with your seasonal content.

There are a lot of moving parts to a social media campaign. What to post, when to post and who to target are all part of the equation, but finding time to manually post shouldn’t be.