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!

 

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

Screen Shot 2017 04 25 at 12.47.38 PM
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

Screen Shot 2017 04 25 at 12.53.51 PM
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

Screen Shot 2017 04 25 at 12.52.37 PM
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

Screen Shot 2017 04 25 at 1.00.17 PM
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.

 

5 Facebook Ad Copy Tips That Go Beyond the Better Headline

Posted by on May 25, 2017 in Advertising, Social
5 Facebook Ad Copy Tips That Go Beyond the Better Headline

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.

Madewell Facebook Ad

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.

Hubspot Facebook Ad

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?

Hotel Indigo Facebook Ad

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.

ringly facebook ad

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.

50 Essential Social Media Advertising Stats

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

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

None of that is true. Social media advertising works! How do I know that? Because there’s a long list of stats that prove my point. Don’t let yourself be guided by what other people say.

Here are 50 of the top stats showing how effect social media advertising really is.

Facebook Advertising Stats

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

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

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

4. Facebook has 6 million active advertisers. – Facebook

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

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

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

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

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

B2C marketers generating revenue from Pinterest

Source: MarketingProfs

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

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

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

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

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

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

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

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

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

Takeaways

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

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

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

Instagram Advertising Stats

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

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

instagram mobile ad revenus worldwide via blog.adstage.io

Source: eMarketer

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

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

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

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

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

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

Source: Selfstartr

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

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

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

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

Source: Shopify

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

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

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

Takeaways

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

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

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

LinkedIn Advertising Stats

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

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

effectiveness of social media channels via blog.adstage.io

Source: LinkedIn

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

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

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

Takeaway

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

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

Twitter Advertising Stats

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

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

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

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

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

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

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

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

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

Source: Twitter

Takeaways

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

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

YouTube Advertising Stats

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

B2B social media platforms usage via blog.adstage.io

Source: Content Marketing Institute

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

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

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

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

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

Takeaways

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

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

Conclusion

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

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

Quick Guide to the New Facebook Delivery Insights

Posted by on May 17, 2017 in PPC News, Social
Quick Guide to the New Facebook Delivery Insights

Ever wonder if your ads are competing for visibility in the Facebook auction? Or how much they’re competing against each other?

There’s a lot that goes into determining who sees which ads on Facebook. Put simply there’s too much content available to be able to show people everything they could potentially see on Facebook, every day.

Well Facebook took some big steps toward providing more campaign transparency and predictability with Delivery Insights.

Facebook Redesigned Delivery Insights Dashboard

Back in early April 2017, Facebook announced on their blog a newly redesigned Delivery Insights dashboard as a way to help advertisers better understand the performance of their ad sets. It shows you metrics about your ad delivery, the dynamics of our ad marketplace and how the two are related to each other.

This tool isn’t exactly new though. It’s been around for over a year. However, with the redesign, Facebook dropped the tool from the Ads Manager menu tab in favor of being available in the UI.

Early feedback from advertisers is positive highlighting how actionable the data was been for investigating issues.

“Delivery Insights and notifications have empowered our team at Smule to be proactive in investigating campaigns that display sudden shifts in performance. The Audience Overlap and Audience Saturation tabs, in particular, give us actionable data which contribute to spend allocation and campaign optimization decisions. These tools have become part of our daily process in User Acquisition.”

Eugenia Kovalenko, Senior Marketing Manager, Smule Inc.

How to Access Delivery Insights

Finding your Delivery Insights is an unpredictable challenge. All Delivery Insights metrics apply at the ad set level (rather than the campaign or ad levels). They will appear in the Delivery column under Active for Ad Sets that meet these three requirements.

  1. Have been running for at least five consecutive days
  2. Have at least 500 impressions
  3. Have experienced a sudden shift in performance

Then each qualifying Ad Set will have a See Delivery Insights link you can click to go to the Delivery Insights dashboard. Note: this is not a tool you can navigate to from the Business Manager tool menu.

Facebook Delivery Insights in Ads Manager

You may also receive a business notification when a qualifying ad set experiences a performance shift that you can follow to go to the dashboard. It’s always available and can be tricky to find if you’re not in Ads Manager frequently.

Interpreting the Audience Saturation Dashboard

Once you click through to Delivery Insights this is the what the dashboard will look like.

Facebook Delivery Insightful Audience Saturation

Audience saturation is the point at which your performance starts to drop as your ad frequency rises. If your First Time Impression Ratio is low, and the outcomes you care about are declining (conversions, for example), it may be time to change your creative or targeting.

Note: Auctions occur at the ad level, but Facebook shows you aggregated data for the Ad Set, because that’s where audience targeting is selected.

Impressions

The number of times your ads were viewed. Good to understand at a daily view over seven days looking for any highs or lows and trends. For example, 5/08/2017 has nearly double the amount of impressions compared to the day prior. Now I can review audience saturation, auction overlap, and activity history to find out why.

First Time Impression Ratio

The percentage of your daily impressions that comes from people seeing this ad set for the first time. It is calculated as a percentage of the new impressions that your ad set got in the past day.

Reach (Cumulative)

The number of people who saw your ads at least once over the lifetime of your campaign.

Audience Reached Ratio

The percentage of your potential audience you’ve reached so far. Your potential audience is based on who fits the audience criteria you specified, such as location and gender.

Interpreting the Auction Overlap Dashboard

Facebook auction overlap is when you have multiple ads that are eligible for the same auction. This is caused by audience overlap between ad sets in the same account. When your ads are in the same auctions, Facebook prevents you from bidding against yourself and remove all but the most competitive ad in the auction.

Facebook Delivery Insightful Audience Overlap

Ad Sets with high auction overlap are more likely to under-deliver because they have fewer opportunities to be shown to people.

Audience overlap means you’re targeting multiple ad sets to different audiences that contain some of the same people. This is not necessarily a negative situation, but because we try to avoid showing individuals too many ads from a single advertiser in a short period of time, it could make it more difficult for each of those ad sets to spend its full budget.

Auction Overlap Rate

The percentage of times that this ad set overlapped in the auction with another of your ad sets, causing it to be removed from the auction. This number refers only to the percentage an ad set contributes to your total overlap, regardless of how much or little there is. For example, if your ad set’s Auction Overlap Rate is only 10% overall, one ad set could be contributing to 60% of that overlap.

Facebook Delivery Insights Audience Overlap Rate

Overlapping Ad Set 1, 2, & 3

This shows how a particular Ad Set overlapped in the auction with the Ad Set you’re viewing, causing the Ad Set you’re viewing to be removed from the auction. When your Ad Sets are eligible for the same auction, due to audience overlap, Facebook leaves the best performing one to keep you from bidding against yourself.

This number can be useful when figuring out how to merge Ad Sets. For example, it’d probably be more effective and efficient to merge a poorly performing Ad Set into one that’s leading to 75% of its auction removals rather than one that’s only leading to 5% of them.

This is why it’s important to ensure that the right Ad Set is shown to the right audience by campaign objective. If one Ad Set is optimizing for conversions and another is optimizing for Link Clicks, you’ll want to ensure that each one is getting the best possible audience by reducing the auction overlap.

How to Reduce Auction Overlap and Avoid Audience Saturation

Audience overlap is not an inherently a bad thing. For example, if you have two Ad Sets with broader audiences that overlap a lot but have low budgets, they may never end up in the same auctions. Audience overlap always precedes auction overlap, but doesn’t necessarily lead to it. Auction overlap is what’s actually problematic, not audience overlap. If your strategy involves audience overlap, monitor these metric to ensure it doesn’t become a problem.

Follow these best practices to set your ads up to win more auctions, get seen by more people, and maximize your results.

Adjust Targeting

To avoid or reduce audience overlap, first try refining your audience targeting at the Ad Set level. If it keeps happening, try consolidating some of your overlapping Ad Sets. If some are targeting very similar audiences, you could potentially see better results by consolidating them into one bigger Ad Set with a larger budget.

Relevance Score

Relevance is an estimate of how interested we think a person in your target audience will be in your ad compared to others targeting the same audience. Negative feedback means people who are seeing your ad are saying they don’t want to see it. Since we want to show people ads that resonate with them, an ad with a higher relevance score and lower amounts of negative feedback should reach more people in your target audience for less money.

If an ad’s relevance score is low or its negative feedback is high, first try adjusting your targeting.

Dynamic Marketplace

The Facebook auctions are dynamic marketplaces. To sustain good performance and consistent delivery, you may need to continuously tweak your ad sets. However, also keep in mind that it takes Facebook some time to register your changes and adjust how they’re showing your ads. Because of this, they discourage making too many changes too quickly. If you make a change, give it time to take effect so you can see how it changes ad performance, then make more changes if necessary.

Delivery & Budget Pacing

As you increase your budget, you have to win more auctions to spend it. There are only so many auctions with the same cost per result that you’ve been getting. Because of this, as your budget increases, you increasingly have to go for higher cost results. Therefore, Facebook will enter you into auctions with more expensive results. This obviously raises your average cost per result. Keep in mind Facebook is still trying to get you the cheapest results available, given your budget and market dynamics.

Changes to an ad set require Facebook’s system to re-learn how to best deliver it, which can lead to temporary suboptimal delivery. This could also be a factor in increased costs when increasing your budget. However, that learning should take place within 24 hours, so if the cost is still higher after 24 hours, the increase is likely not related to this phenomenon.

Conclusion

We love the new Delivery Insights dashboard as it shines a light on the Facebook auction never before seen. However, we wish this tool was available on all Ad Sets so advertisers can better understand how much audience overlap there is across all their Ad Sets.

 


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5 Reasons to Write Different Ad Copy for Facebook & AdWords

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

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

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

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

1. Intent

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

Intent Ideo AdWords

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

Intent Ideo Facebook

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

2. Engagement

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

Datorama AdWords Ad

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

Datorama Facebook

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

3. Images

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

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

pipedrive facebook

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

4. Targeting

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

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

x.ai Facebook

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

x.ai adwords ad

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

5. Keywords

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

The Economist AdWords Ad

 

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

Economist Facebook Ad

The Key Takeaway Here? Don’t Be Lazy

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

 


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