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.
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.
Free trade areas groups countries are classified into the following:
- European Economic Area (EEA)
- North American Free Trade Agreement
- ASEAN Free Trade Area
- 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.
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.
- +44 844 412 4653
- New York
Date of Birth
Year of Birth
- W11 2BQ
Mobile Advertiser ID
Facebook App User ID
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!
… 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.
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.
70% of marketers plan to increase their social advertising budget
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%).
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%.
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.
Step-By-Step Guide for Creating Quora Ads
You may know Quora is 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.
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.
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.
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.
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.
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 Time
- Last 30 Days
- Last 14 Days
- Last 7 Days
- Last Month
- This Month
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.
These are also the default columns Status
- Campaign Name
- Cost per Click
- Conversion % (or conversion rate)
- 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.
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.
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.
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.”
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.
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 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 firstname.lastname@example.org
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.
- Daily maximum budget – the maximum amount overall that can spent on this campaign in a single day.
- Lifetime budget – the total amount that can spent over the lifetime of this campaign.
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.
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.
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.
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.
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.
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.
Choose the devices you want your ads to appear on. This is where you could create mobile or desktop specific ad sets.
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.
Create device specific Quora Ad Sets if your website isn’t well optimized for mobile traffic.
From our experience, mobile traffic is about 75% cheaper driving the majority of traffic, and desktop traffic is more expensive driving 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.
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.
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.
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.
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
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.
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.
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 that if there are 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.
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
In order 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 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.
Now you’re all set to get started on Quora Ads and launch your first campaign. Let us know what you think about their ads platform and share some of your initial results in the comments. Best of luck!
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.
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.
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.
This data shows two things:
- Facebook has a variety of age ranges
- 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.
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.
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.
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.
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.”
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.
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.
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:
- Open your Twitter account and click on your avatar in the upper right-hand corner.
- Click on “Lists”
- Click “Create New List”
- Name it and give it a description
- Choose “Only accessible to you“ to make the list private
- Click “Save”
- To add people to the list you do not need to be following them. Do a search in Twitter for the prospective account.
- Click on the three vertical dots next to the “Follow” button and choose “Add or remove from lists.”
- Choose which list you’d like to follow that account under.
- 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.
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.
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.
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.
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.
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 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!
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
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.
You’ve been here before. You’ve seen these lists. You’ve heard their promises of more conversions, more engagement, more <insert KPI here>. Yet here you are again. I’d like to think it was my can’t-miss headline, but really, it’s probably because you’re still not seeing the results you’d like from your Facebook ads.
Some of that is on Facebook and their endless algorithm changes. But some of it is inescapably on you and your team. So we’ve put together a few suggestions for you below. Will it be the last article like this you ever click on? Probably not. But will it share some new ways of thinking about your Facebook ad copy (and beyond)? Hopefully. Find your favorites below and start writing more targeted, relevant, and meaningful ad copy today.
Know Thy Brand
Defining a brand identity is a popular buzzword these days. But how many of us have actually done it, and done it well? Before you write a stick of ad copy, run through a few exercises to answer who your brand is and is not. Build an identity for your brand, just like you would for a buyer persona. Once you know who your brand is, decide how they speak, who they’re speaking to, and what your brand looks like.
Because let’s be honest, if I’m just writing ads for AdStage, a PPC reporting and automation platform, they’re going to be a whole lot less interesting than if I’m writing ads for AdStage: that smart colleague who’s always sharing interesting information with you about the latest industry news. A colleague who’s well connected and always introducing you to the smartest minds in digital marketing. And a colleague who’d gladly duck out a little early to grab a beer and talk solutions for that client issue that’s got you stuck.
Which ad would you rather read? You know what your company does, but to write compelling ad copy, you need to know who your brand is.
Always Write to a Person (Yes, Even You B2B Marketers)
“But my brand is trying to reach professionals!” I hear you. I validate that concern. But I still call bullshit. You’re always writing to a person. Whether you’re writing ad copy for a hundred thousand dollars worth of software or a $30 blouse, the pain points, concerns, and benefits are different, but the motivation is the same. You’re audience is trying to make their lives better. That might be through a promotion because of a savvy tool that increases team efficiency, or it might be through a shirt that gives you a little more confidence in your Monday meeting.
Never write copy to a business. Especially in Facebook ad copy. When is your audience reading your ad? Most likely, it’s when they’re taking a break from work. Want to stand out from the ads with easier sells like new running shoes or a discount massage? Write to a person and sound like a person. Which brings us to our next point.
Keep it Conversational
This is a continuation of our last point. Keep your copy conversational. Even if you’re brand voice is professional. Speak to your audience as you would in real life. If you’re sales team wouldn’t use rhymes, puns, or a thesaurus to craft their pitches to clients, why would you?
And just like a conversation, make sure you introduce yourself, ask questions, and leave your audience wanting more. You would never approach someone you’d never met at a happy hour and immediately ask them to buy software from you, so why would you craft your Facebook ad copy like that?
If you know that a batch of ads are targeting people who have either never heard of you, or those who have not engaged with you in a meaningful way, use that information as a social cue not to come on too strong. As they work through your marketing funnel, your copy can ask for more from your audience. Luckily, it can expect a much warmer reception from them as well.
Keep it Relevant & Tell a Story
Make sure you know what’s important to your customer and tell them a (very short) story about how you can meet their needs. Revisit your buyer personas and identify what their pain points are, how your product or service solves those pain points, and what your value proposition is.
Consider the difference between an ad announcing a new vacuum with a revolutionary enhanced suction feature that meets the needs of your Patty the pet person persona. Which of the following Facebook ad copy is more appealing?
– New Suction-Plus Vacuum!
– Now with enhanced suction and better cleaning power
– Buy it today >>
– Man’s New Best Friend?
– The new Suction-Plus Vacuum can handle Fido’s fiercest shedding.
– Bye, Dog Hair >>
In the second ad, you’ve told your audience a story about how they can use your new vacuum. Instead of letting them connect the dots as to how your new suction-plus feature can make their lives better, you’ve told them exactly how it will. Therefore, you’ve immediately added value to your buyer’s lives and have hopefully gotten a click and convert.
A.B.T (Always Be Testing)
A few weeks ago, we had 3Q Senior Client Services Director Caitlin Halpert on The PPC Show to talk about testing. She recommended that when testing new ads, marketers should think bigger than simply swapping out a CTA or image. Instead, she challenged ad creators with testing entirely different ads against each other.
There’s a time and a place to test out slight wording changes, etc…, but too often, we forget to test really bold new ideas. For your next ad campaign, give each ad an entirely different design concept, value proposition, and ask. Running Facebook ads isn’t cheap, so make sure you’re getting the most bang for your buck and pushing your advertising to exciting new places that inspires your team and your audience to action.
By the end of one or two of these testing rounds, you might be surprised at the meaningful and actionable takeaways you’ll be able to use to make your advertising budget go further.
Remember, You Know Best
In the end, no list of tips and tricks for writing better Facebook ad copy is going to trump the knowledge you have of your product, your audience, and your past wins and losses. When in doubt, go with your gut and the historical and completely unique knowledge that only you and your team possess. It’s important for your brand and your ad copy to continue to evolve and improve, but take what you’ve learned along the road to inform, rather than dictate.
Ever wonder if your ads are competing for visibility in the Facebook auction? Or how much they’re competing against each other?
There’s a lot that goes into determining who sees which ads on Facebook. Put simply there’s too much content available to be able to show people everything they could potentially see on Facebook, every day.
Well Facebook took some big steps toward providing more campaign transparency and predictability with Delivery Insights.
Facebook Redesigned Delivery Insights Dashboard
Back in early April 2017, Facebook announced on their blog a newly redesigned Delivery Insights dashboard as a way to help advertisers better understand the performance of their ad sets. It shows you metrics about your ad delivery, the dynamics of our ad marketplace and how the two are related to each other.
This tool isn’t exactly new though. It’s been around for over a year. However, with the redesign, Facebook dropped the tool from the Ads Manager menu tab in favor of being available in the UI.
Early feedback from advertisers is positive highlighting how actionable the data was been for investigating issues.
“Delivery Insights and notifications have empowered our team at Smule to be proactive in investigating campaigns that display sudden shifts in performance. The Audience Overlap and Audience Saturation tabs, in particular, give us actionable data which contribute to spend allocation and campaign optimization decisions. These tools have become part of our daily process in User Acquisition.”
Eugenia Kovalenko, Senior Marketing Manager, Smule Inc.
How to Access Delivery Insights
Finding your Delivery Insights is an unpredictable challenge. All Delivery Insights metrics apply at the ad set level (rather than the campaign or ad levels). They will appear in the Delivery column under Active for Ad Sets that meet these three requirements.
- Have been running for at least five consecutive days
- Have at least 500 impressions
- Have experienced a sudden shift in performance
Then each qualifying Ad Set will have a See Delivery Insights link you can click to go to the Delivery Insights dashboard. Note: this is not a tool you can navigate to from the Business Manager tool menu.
You may also receive a business notification when a qualifying ad set experiences a performance shift that you can follow to go to the dashboard. It’s always available and can be tricky to find if you’re not in Ads Manager frequently.
Interpreting the Audience Saturation Dashboard
Once you click through to Delivery Insights this is the what the dashboard will look like.
Audience saturation is the point at which your performance starts to drop as your ad frequency rises. If your First Time Impression Ratio is low, and the outcomes you care about are declining (conversions, for example), it may be time to change your creative or targeting. Note: Auctions occur at the ad level, but Facebook shows you aggregated data for the Ad Set, because that’s where audience targeting is selected.
The number of times your ads were viewed. Good to understand at a daily view over seven days looking for any highs or lows and trends. For example, 5/08/2017 has nearly double the amount of impressions compared to the day prior. Now I can review audience saturation, auction overlap, and activity history to find out why.
First Time Impression Ratio
The percentage of your daily impressions that comes from people seeing this ad set for the first time. It is calculated as a percentage of the new impressions that your ad set got in the past day.
The number of people who saw your ads at least once over the lifetime of your campaign.
Audience Reached Ratio
The percentage of your potential audience you’ve reached so far. Your potential audience is based on who fits the audience criteria you specified, such as location and gender.
Interpreting the Auction Overlap Dashboard
Facebook auction overlap is when you have multiple ads that are eligible for the same auction. This is caused by audience overlap between ad sets in the same account. When your ads are in the same auctions, we prevent you from bidding against yourself and remove all but the most competitive ad in the auction.
Ad Sets with high auction overlap are more likely to under-deliver because they have fewer opportunities to be shown to people.
Audience overlap means you’re targeting multiple ad sets to different audiences that contain some of the same people. This is not necessarily a negative situation, but because we try to avoid showing individuals too many ads from a single advertiser in a short period of time, it could make it more difficult for each of those ad sets to spend its full budget.
Auction Overlap Rate
The percentage of times that this ad set overlapped in the auction with another of your ad sets, causing it to be removed from the auction. This number refers only to the percentage an ad set contributes to your total overlap, regardless of how much or little there is. For example, if your ad set’s Auction Overlap Rate is only 10% overall, one ad set could be contributing to 60% of that overlap.
Overlapping Ad Set 1, 2, & 3
This shows how a particular Ad Set overlapped in the auction with the Ad Set you’re viewing, causing the Ad Set you’re viewing to be removed from the auction. When your Ad Sets are eligible for the same auction, due to audience overlap, Facebook leaves the best performing one to keep you from bidding against yourself.
This number can be useful when figuring out how to merge Ad Sets. For example, it’d probably be more effective and efficient to merge a poorly performing Ad Set into one that’s leading to 75% of its auction removals rather than one that’s only leading to 5% of them.
This is why it’s important to ensure that the right Ad Set is shown to the right audience by campaign objective. If one Ad Set is optimizing for conversions and another is optimizing for Link Clicks, you’ll want to ensure that each one is getting the best possible audience by reducing the auction overlap.
How to Reduce Auction Overlap and Avoid Audience Saturation
Audience overlap is not an inherently a bad thing. For example, if you have two Ad Sets with broader audiences that overlap a lot but have low budgets, they may never end up in the same auctions. Audience overlap always precedes auction overlap, but doesn’t necessarily lead to it. Auction overlap is what’s actually problematic, not audience overlap. If your strategy involves audience overlap, monitor these metric to ensure it doesn’t become a problem.
Follow these best practices to set your ads up to win more auctions, get seen by more people, and maximize your results.
To avoid or reduce audience overlap, first try refining your audience targeting at the Ad Set level. If it keeps happening, try consolidating some of your overlapping Ad Sets. If some are targeting very similar audiences, you could potentially see better results by consolidating them into one bigger Ad Set with a larger budget.
Relevance is an estimate of how interested we think a person in your target audience will be in your ad compared to others targeting the same audience. Negative feedback means people who are seeing your ad are saying they don’t want to see it. Since we want to show people ads that resonate with them, an ad with a higher relevance score and lower amounts of negative feedback should reach more people in your target audience for less money.
If an ad’s relevance score is low or its negative feedback is high, first try adjusting your targeting.
The Facebook auctions are dynamic marketplaces. To sustain good performance and consistent delivery, you may need to continuously tweak your ad sets. However, also keep in mind that it takes Facebook some time to register your changes and adjust how they’re showing your ads. Because of this, they discourage making too many changes too quickly. If you make a change, give it time to take effect so you can see how it changes ad performance, then make more changes if necessary.
Delivery & Budget Pacing
As you increase your budget, you have to win more auctions to spend it. There are only so many auctions with the same cost per result that you’ve been getting. Because of this, as your budget increases, you increasingly have to go for higher cost results. Therefore, Facebook will enter you into auctions with more expensive results. This obviously raises your average cost per result. Keep in mind Facebook is still trying to get you the cheapest results available, given your budget and market dynamics.
Changes to an ad set require Facebook’s system to re-learn how to best deliver it, which can lead to temporary suboptimal delivery. This could also be a factor in increased costs when increasing your budget. However, that learning should take place within 24 hours, so if the cost is still higher after 24 hours, the increase is likely not related to this phenomenon.
We love the new Delivery Insights dashboard as it shines a light on the Facebook auction never before seen. However, we wish this tool was available on all Ad Sets so advertisers can better understand how much audience overlap there is across all their Ad Sets.
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You adjust copy when you’re running ad testing. You change social media copy based on the platform it’s running on. And I’m guessing you switch up the copy for various customer profiles when you’re running a new nurture campaign. But are you writing different ad copy for AdWords and Facebook?
The goals of each platform are very different. We’ll take a deep dive into those differences below, but here’s a high level overview (for the skimmers among us). Ads on Google are meant to target those with strong intent to purchase, while, more often than not, the goal of Facebook ads is to bring about awareness, rather than a concrete purchase.
Still not convinced it’s worth the extra time? Allow me to persuade you …
With AdWords, you’re reaching people who have exhibited a strong intent to purchase. This means you’re a little more inside their head. It also means your copy can and should be more direct. Don’t introduce the pain point that your product or service solves for. Your audience already knows what their pain points are because they’re searching for a solution. All you need to do is tell them how you can solve that problem for them.
Facebook ads, on the other hand, should be viewed as a way to raise awareness for your brand. While the goal of an ad on AdWords is to trigger a specific action you know your consumer is ready to make, Facebook ads may be the first introduction a consumer has to your brand or the pain point your brand solves for.
Most consumers aren’t heading to Facebook to search. So the key here becomes targeting the right audience on Facebook. Putting the right message in front of them. And doing it all at the right time.
Your goals for engagement on each of these platforms will be different as well. AdWords engagement goals are generally measured in clicks, impressions, and CTR while Facebook ads have variety of engagement metrics that have nothing to do with the number of click throughs or conversions a single ad receives. For AdWords, you’ll want to communicate your message as quickly and meaningfully as you can with the limited character count your alloted. Communicate your solution or offer in a way that entices qualified clicks, and hopefully, conversions.
As previously mentioned, however, the customer seeing your Facebook ad may not have known you existed five minutes ago, so a brisk call to purchase (or even click your ad) may not be realistic or appropriate. This means how you measure engagement will be different for these ads.
Instead of “buy now,” your CTA may shift to “like if you agree,” “share with a friend,” or “click to learn more.” Your engagement goal may just be to hear from your audience on the ad. Asking them a question, interacting with them, or asking for their feedback is something you would never do on AdWords, but it’s a great way to build trust and value with a new audience, and lay a foundation for a purchase later on.
Your AdWords mantra? “Tell, don’t show.” Ad copy in AdWords deserves the bulk of your brainpower. You don’t have images or every marketer’s new best friend, video, to set your brand apart from the crowd. Offer a clear, targeted solution and lead with your strongest tagline as your headline.
While AdWords may be black and white, everything’s technicolor over on Facebook. This doesn’t give you a hall pass to write lackluster copy, but you should let your image do the heavy lifting. Swap your mantra to “show, don’t tell” and let your copy act as a complement to strong imagery.
While stock photos are better than no photos, try producing or sourcing imagery that tells a story to your customer. Images can say just as much as copy, so make sure they say the right thing, and fill in the gaps with your words.
Facebook ads allow you to create copy for specific audience behaviors and interests that align with your business or campaign goals. This means that you can get equally as targeted with your ad copy.
Would users interested in PowerPoint also be interested in what your company has to offer? Write ads that call out that interest and tell your audience how well your software pairs with Adobe Creative Cloud.
AdWords offers you a more specific type of targeting, keywords. We’ve already outlined that this audience is more ready to make a purchase, so this makes things a little easier for you. You’re audience is already pretty targeted, so your copy should also be targeted towards a specific action, instead of an interest.
If you know that people searching for this particular keyword are ready to buy, put ad copy in front of them that pushes them to purchase. If your keyword indicates early-stage research, pull out your most persuasive argument in 30 characters or less.
Ah, the magic keyword. It rules supreme in the world of AdWords and needs to feature prominently in your ad copy while maintaining a conversational tone. Write copy that meets the pain points of your target audience and you’ll set your ad apart from other brands targeting the same keyword or using dynamic keyword insertion.
Facebook is free from the shackles of the keyword, but your ad copy should still be focused on one goal or a main point that acts as a kind of keyword. Identify this word or phrase before writing your ad to ensure that your message remains clear, concise, and valuable to your audience.
The Key Takeaway Here? Don’t Be Lazy
Yes, writing two versions of copy means more time, but the payoff will be worth the extra effort. Like ads themselves, the more targeted you can get with your message, the better the results. In a marketing landscape where competition has never been so fierce, it’s crucial to give your customer the best experience possible, and that starts by tailoring your copy to every stage of the buyer journey on every platform.