Facebook recently released an update to its Lookalike Audiences that makes them even more powerful and easier to use for advertisers who wish to reach a global audience. If you’re not already familiar with Lookalike Audiences, it’s a Facebook targeting option that shows ads to people who are similar to those already connected to the brand.
Using a Custom Audience list of customers, marketers can select Lookalike Audiences, which will show ads to people who “look like” their existing customer base. This is generally used as an audience expansion technique to reach more potential customers.
In the past, Lookalike Audiences had to be executed for one country at a time. For example, let’s say you wanted to target an English language ad to United States, United Kingdom, Canada, and Australia, the audiences would have be created separately and combined in the targeting.
It was fairly messy with so many audiences and obviously took a lot longer to create and manage. Many times, advertisers would limit the number of countries they wanted to target with Lookalike Audiences to avoid the chaos.
New Countries and Regions for Lookalike Audiences
With their latest update, Facebook has released Lookalike Audiences for multiple countries. If you’d like to select countries from corresponding continents, Facebook lets you expand countries from Africa, Asia, Caribbean, Central America, Europe, North America, Oceania, and South America.
Alternatively, if you’re looking to target specific regions, you can skip country targeting and target an entire region from the following list: Free trade areas, App store regions, Emerging markets, or Euro area.
Free trade areas groups countries are classified into the following:
- European Economic Area (EEA)
- North American Free Trade Agreement
- ASEAN Free Trade Area
- Gulf Cooperation Council
- Asia-Pacific Economic Cooperation
- Commonwealth of Independent States Free Trade Area
By hovering your mouse over any of the groups you can see which countries are within them.
App store regions may be useful for brands that wish to promote an app. The options include Lookalike Audiences from iTunes App Store Countries, Android Paid Store Countries, or Android Free Store Countries.
Emerging markets could be a good source for cheaper clicks, but keep in mind that this audience may not always have the funds or internet connectivity to be reliable customers.
Targeting the Euro area, which includes anyone who uses the Euro as their primary currency, could be useful for businesses that wish to reach the entire European Union.
For Performance Advertisers: Create a Custom Audience
With the addition of multiple countries for Lookalike Audiences, Facebook no longer requires a minimum number of people from a source country to create a Lookalike Audience. This update means you could use a seed list audience that is completely from the United States to create a Lookalike Audience in Germany, Spain, Australia, or Japan.
This may be useful for top of the funnel or brand awareness campaigns, to expose more people to your brand, but may not result in immediate conversions. For this reason, we recommend promoting an educational blog post or video that will drive more engagements, rather than conversions.
If you’re a performance advertiser looking for conversions, we don’t recommend using Lookalike Audiences as your primary targeting option, but rather, you can build a Custom Audience with people who’ve previously engaged with your website or video, and run a retargeting campaign that promotes opt-ins or products.
Creating Your Custom Audience with Robust Data Matching
In the past, Facebook only allowed you to create a Custom Audience from an email or phone number. However, now you can add a number of fields that will help you be more precise with your Custom Audience targeting and match rate with Lookalike Audiences. For performance advertisers and specifically B2B advertisers, the match rates could be higher as some consumers use their personal email address with their Facebook account rather than their business email address, which is the one you likely have on file.
To upload a data file for your Custom Audience, include as many fields as possible in your csv or txt file.
- +44 844 412 4653
- New York
Date of Birth
Year of Birth
- W11 2BQ
Mobile Advertiser ID
Facebook App User ID
For more details on preparing your data file for the best match rate on Custom Audiences, visit Facebook’s documentation here. Some of our clients have seen as much as a 60% increase in their match rates for their Custom Audiences.
With match rates like that and the new international expansion targeting for Lookalike Audiences, go ham on releasing campaigns with better targeted, and more scalable Lookalike Audiences for any region you wish to expand into.
What do you think of the new Lookalike Audiences? Any results you’re seeing as part of this release? Share them with us in the comments section below!
How to Rock Facebook & Instagram Ads
Marketers are always on the hunt of the perfect customer acquisition channel for their company. That constant search can help marketers increase their efficiency, but it can also lead them to compare apples to oranges.
Despite the fact both are social networks that belong to the same organization, they cater different kind of users who behave differently. The behavioral difference between Facebook and Instagram users changes the way you should think and carry out your ad management.
In this article, you will discover how different Facebook or Instagram users are from each other, what are the core strengths of both advertising platforms, and how you can combine them to improve your results.
Facebook Users vs. Instagram Users
When comparing Facebook and Instagram, the most obvious point of comparison is the former has a much larger user base than the latter. A quick look at their data shows us Facebook has 1.94 billion monthly active users, while Instagram has “only” 700 million monthly active users.
Despite both have a massive amount of users, the demographics of each one differ sharply, especially regarding age.
Facebook users represent 88% and 84% of all Internet population aged 18-29 and 30-49, respectively. This is no surprise as social networks tend to be used mostly by younger people. This doesn’t mean old people don’t use Facebook. 72% and 62% of all Internet population aged 50-64 and over 65, respectively, also use Facebook.
Instagram users, by contrast, represent 59% of all Internet population aged 18-29. This is much lower than Facebook, but it’s still a great number to consider. The situation changes with people over 30 years old: only 33%, 18%, and 8% of the people aged 30-49, 50-64, and over 65, respectively, are Instagram users.
This data shows two things:
- Facebook has a variety of age ranges
- Instagram’s user base is mostly made up by young people under 30 years old
If age is an important aspect of your advertising strategy, then take this data into consideration as it can change the effectiveness of your ads.
Facts about Advertising on Facebook
There’s no doubt Facebook is the largest and most powerful social ad network. You can find almost half the world’s Internet population on Facebook, so it’s understandable there are countless different kind of people you can reach.
The key fact isn’t who you can target and how you can do so, but rather how those people react to your ads on Facebook.
In 2014, Kentico found 40% of Facebook users don’t like engaging with companies at all while another 40% report Liking or following a brand on a social network because they were already interested in the brand and wanted to be kept informed. This same report also showed 68% ignore the messages of brands, even the ones they follow. As you will see later, this isn’t what happens on Instagram.
In this situation, companies need to engage with their audience as effectively as possible. Running ads without focusing on the user’s interests can irritate them, and therefore, ignore you. Publishing too often can also lead to the burnout of your followers, which can make them unlike your page.
One way advertisers overcome the problem of low engagement is by using video and images. According to a study carried out by AdWeek, videos earn the highest rate of engagement, with a single video harnessing an average of 2,183 interactions. This is despite representing only 3% of the content published on the site. Posts with images, on the other hand, see 230% more engagement than those without images.
Finally, 85% of Facebook daily usage is done on mobile. That explains why mobile advertising represents 80% of Facebook’s advertising revenue.
Facts about Advertising on Instagram
Although Instagram’s user base is smaller than Facebook’s, the differences in the demographic profile make the former stand out in many ways.
As you have seen before, Instagram is mostly used by millennials. Also, when compared to Facebook, there’s more content consumed on Instagram geared towards visual categories, like fashion, beauty, and architecture.
Even though the majority of Instagram’s users are young people without much disposable income to spend, their age doesn’t imply they aren’t willing to do business. According to Instagram, 50% of Instagram users follow at least one business, 60% say that they learn about a product or service on the platform, and 75% end up taking action, such as visiting a website, after looking at an Instagram advertising post.
The willingness of Instagram’s users to do business extends even further, making the social network the perfect marketing channel for e-commerce stores. According to Shopify, Instagram users spend on average $65 per referred sale, $10 more than Facebook users. Almost 50% of Instagram users conduct product research while the use the app. Finally, over a third of Instagram users have used their mobile to purchase a product online– making them 70% more likely to do so than non-users.
The behavior of Instagram users explains why 64% of B2C marketers are significantly more likely to increase Instagram activities than merely 48% of B2B marketers.
What makes Instagram so appealing to marketers isn’t just its high level of influence on purchases: only 36% of marketers use Instagram. Instagram is still a relatively young ad platform with a lot of space for growth, leaving you plenty of space to reach out and engage with the audience at a low price.
How to Run Facebook and Instagram Ads Together
So far you have seen how differently Facebook and Instagram ads from each other and what kind of companies should use them. The key, however, lies in the intersection of both social networks.
To show the power of Facebook and Instagram ads, I’ll show you two simple acquisition funnels you can copy.
Facebook First, Retarget with Instagram
Goal: This funnel is focused on attracting the largest amount of people into your funnel to drive them to your website. Then, you will retarget the ones that haven’t converted with your Instagram posts.
How the funnel works: Start by creating a campaign with the objective “Traffic.” Then create at least two ad sets, one focused on desktop and another one on mobile. Finally, create individual ads, which can be as many or as little as you deem necessary.
In each ad set, select the targeting that represents best your audience. What matters is you deselect the Instagram feed placement and focus only on mobile or desktop. Also, make sure to have a large audience for each ad set, at least one million people.
Finally, this campaign should be focused on driving traffic to your website. This could be a content piece you are promoting, a product page, or anything in between. Once you do so, you can create a custom audience of those people and retarget them on Instagram.
Once you have finished the Facebook campaign, create a new campaign focused on Instagram. First, create a campaign with the campaign objective “Traffic.” Then, when you define the targeting of the ad set, add the custom audience based on the website visitors that landed on the pages you used in the previous campaign.
Alternatives: You can also start this funnel by making people “Like” your business page, and then retarget straight in Instagram. Since Instagram has high levels of engagement TK, similar to the ones of Facebook, it can work. You can also take the following funnel as an example and use Instagram to finish the conversion on Instagram.
Engage in Instagram, Finish the Conversion on Facebook
Goal: This funnel is focused on engaging with people on Instagram, then taking them to a page, and retarget those who haven’t converted on Facebook.
How the funnel works: Start by creating a campaign with the objective “Post engagement.”
For this funnel, I would suggest you create ad sets focused on mobile only and, if you already have a following on Facebook, with the connection “People who like your page.” This last part can increase the relevance of your campaign. Then, you would need to create individual ads focused only on engaging with your posts. In these posts, share interesting photos, ask for likes and comments, create giveaways, among other engaging activities.
Once you have launched your first Instagram campaign, let it run for a few weeks. After that, create a similar campaign, but this time with the campaign objective “Traffic.” The goal will be to drive people from one of your Instagram posts to a landing page.
Finally, you will create a custom audience of the people who visited that landing page but didn’t convert, and use it in a Facebook campaign with the goal “Traffic”. This campaign guarantees an engaged and interested user who is much more likely to convert.
Alternatives: If you don’t have a large following, you can first focus on getting more Likes for your business page on Facebook, or focus on creating a following right on Instagram. From there, you can implement the same funnel.
Facebook Ads vs. Instagram Ads: Which One Should You Pick?
This article has shown you a brief account of the differences and similarities of Facebook and Instagram ads. You have also seen two funnels you can use to take the power of both. But the question remains: which one should you choose?
At the end of the day, it depends on what you are looking for. If you are targeting older people and you want a full-funnel marketing channel, Facebook Ads is your best bet. If you are targeting a young audience focused on brand engagement and conversions, Instagram Ads is your obvious choice.
Pick the one that fits your needs, and get started.
You’ve been here before. You’ve seen these lists. You’ve heard their promises of more conversions, more engagement, more <insert KPI here>. Yet here you are again. I’d like to think it was my can’t-miss headline, but really, it’s probably because you’re still not seeing the results you’d like from your Facebook ads.
Some of that is on Facebook and their endless algorithm changes. But some of it is inescapably on you and your team. So we’ve put together a few suggestions for you below. Will it be the last article like this you ever click on? Probably not. But will it share some new ways of thinking about your Facebook ad copy (and beyond)? Hopefully. Find your favorites below and start writing more targeted, relevant, and meaningful ad copy today.
Know Thy Brand
Defining a brand identity is a popular buzzword these days. But how many of us have actually done it, and done it well? Before you write a stick of ad copy, run through a few exercises to answer who your brand is and is not. Build an identity for your brand, just like you would for a buyer persona. Once you know who your brand is, decide how they speak, who they’re speaking to, and what your brand looks like.
Because let’s be honest, if I’m just writing ads for AdStage, a PPC reporting and automation platform, they’re going to be a whole lot less interesting than if I’m writing ads for AdStage: that smart colleague who’s always sharing interesting information with you about the latest industry news. A colleague who’s well connected and always introducing you to the smartest minds in digital marketing. And a colleague who’d gladly duck out a little early to grab a beer and talk solutions for that client issue that’s got you stuck.
Which ad would you rather read? You know what your company does, but to write compelling ad copy, you need to know who your brand is.
Always Write to a Person (Yes, Even You B2B Marketers)
“But my brand is trying to reach professionals!” I hear you. I validate that concern. But I still call bullshit. You’re always writing to a person. Whether you’re writing ad copy for a hundred thousand dollars worth of software or a $30 blouse, the pain points, concerns, and benefits are different, but the motivation is the same. You’re audience is trying to make their lives better. That might be through a promotion because of a savvy tool that increases team efficiency, or it might be through a shirt that gives you a little more confidence in your Monday meeting.
Never write copy to a business. Especially in Facebook ad copy. When is your audience reading your ad? Most likely, it’s when they’re taking a break from work. Want to stand out from the ads with easier sells like new running shoes or a discount massage? Write to a person and sound like a person. Which brings us to our next point.
Keep it Conversational
This is a continuation of our last point. Keep your copy conversational. Even if you’re brand voice is professional. Speak to your audience as you would in real life. If you’re sales team wouldn’t use rhymes, puns, or a thesaurus to craft their pitches to clients, why would you?
And just like a conversation, make sure you introduce yourself, ask questions, and leave your audience wanting more. You would never approach someone you’d never met at a happy hour and immediately ask them to buy software from you, so why would you craft your Facebook ad copy like that?
If you know that a batch of ads are targeting people who have either never heard of you, or those who have not engaged with you in a meaningful way, use that information as a social cue not to come on too strong. As they work through your marketing funnel, your copy can ask for more from your audience. Luckily, it can expect a much warmer reception from them as well.
Keep it Relevant & Tell a Story
Make sure you know what’s important to your customer and tell them a (very short) story about how you can meet their needs. Revisit your buyer personas and identify what their pain points are, how your product or service solves those pain points, and what your value proposition is.
Consider the difference between an ad announcing a new vacuum with a revolutionary enhanced suction feature that meets the needs of your Patty the pet person persona. Which of the following Facebook ad copy is more appealing?
– New Suction-Plus Vacuum!
– Now with enhanced suction and better cleaning power
– Buy it today >>
– Man’s New Best Friend?
– The new Suction-Plus Vacuum can handle Fido’s fiercest shedding.
– Bye, Dog Hair >>
In the second ad, you’ve told your audience a story about how they can use your new vacuum. Instead of letting them connect the dots as to how your new suction-plus feature can make their lives better, you’ve told them exactly how it will. Therefore, you’ve immediately added value to your buyer’s lives and have hopefully gotten a click and convert.
A.B.T (Always Be Testing)
A few weeks ago, we had 3Q Senior Client Services Director Caitlin Halpert on The PPC Show to talk about testing. She recommended that when testing new ads, marketers should think bigger than simply swapping out a CTA or image. Instead, she challenged ad creators with testing entirely different ads against each other.
There’s a time and a place to test out slight wording changes, etc…, but too often, we forget to test really bold new ideas. For your next ad campaign, give each ad an entirely different design concept, value proposition, and ask. Running Facebook ads isn’t cheap, so make sure you’re getting the most bang for your buck and pushing your advertising to exciting new places that inspires your team and your audience to action.
By the end of one or two of these testing rounds, you might be surprised at the meaningful and actionable takeaways you’ll be able to use to make your advertising budget go further.
Remember, You Know Best
In the end, no list of tips and tricks for writing better Facebook ad copy is going to trump the knowledge you have of your product, your audience, and your past wins and losses. When in doubt, go with your gut and the historical and completely unique knowledge that only you and your team possess. It’s important for your brand and your ad copy to continue to evolve and improve, but take what you’ve learned along the road to inform, rather than dictate.
Ever wonder if your ads are competing for visibility in the Facebook auction? Or how much they’re competing against each other?
There’s a lot that goes into determining who sees which ads on Facebook. Put simply there’s too much content available to be able to show people everything they could potentially see on Facebook, every day.
Well Facebook took some big steps toward providing more campaign transparency and predictability with Delivery Insights.
Facebook Redesigned Delivery Insights Dashboard
Back in early April 2017, Facebook announced on their blog a newly redesigned Delivery Insights dashboard as a way to help advertisers better understand the performance of their ad sets. It shows you metrics about your ad delivery, the dynamics of our ad marketplace and how the two are related to each other.
This tool isn’t exactly new though. It’s been around for over a year. However, with the redesign, Facebook dropped the tool from the Ads Manager menu tab in favor of being available in the UI.
Early feedback from advertisers is positive highlighting how actionable the data was been for investigating issues.
“Delivery Insights and notifications have empowered our team at Smule to be proactive in investigating campaigns that display sudden shifts in performance. The Audience Overlap and Audience Saturation tabs, in particular, give us actionable data which contribute to spend allocation and campaign optimization decisions. These tools have become part of our daily process in User Acquisition.”
Eugenia Kovalenko, Senior Marketing Manager, Smule Inc.
How to Access Delivery Insights
Finding your Delivery Insights is an unpredictable challenge. All Delivery Insights metrics apply at the ad set level (rather than the campaign or ad levels). They will appear in the Delivery column under Active for Ad Sets that meet these three requirements.
- Have been running for at least five consecutive days
- Have at least 500 impressions
- Have experienced a sudden shift in performance
Then each qualifying Ad Set will have a See Delivery Insights link you can click to go to the Delivery Insights dashboard. Note: this is not a tool you can navigate to from the Business Manager tool menu.
You may also receive a business notification when a qualifying ad set experiences a performance shift that you can follow to go to the dashboard. It’s always available and can be tricky to find if you’re not in Ads Manager frequently.
Interpreting the Audience Saturation Dashboard
Once you click through to Delivery Insights this is the what the dashboard will look like.
Audience saturation is the point at which your performance starts to drop as your ad frequency rises. If your First Time Impression Ratio is low, and the outcomes you care about are declining (conversions, for example), it may be time to change your creative or targeting.
Note: Auctions occur at the ad level, but Facebook shows you aggregated data for the Ad Set, because that’s where audience targeting is selected.
The number of times your ads were viewed. Good to understand at a daily view over seven days looking for any highs or lows and trends. For example, 5/08/2017 has nearly double the amount of impressions compared to the day prior. Now I can review audience saturation, auction overlap, and activity history to find out why.
First Time Impression Ratio
The percentage of your daily impressions that comes from people seeing this ad set for the first time. It is calculated as a percentage of the new impressions that your ad set got in the past day.
The number of people who saw your ads at least once over the lifetime of your campaign.
Audience Reached Ratio
The percentage of your potential audience you’ve reached so far. Your potential audience is based on who fits the audience criteria you specified, such as location and gender.
Interpreting the Auction Overlap Dashboard
Facebook auction overlap is when you have multiple ads that are eligible for the same auction. This is caused by audience overlap between ad sets in the same account. When your ads are in the same auctions, Facebook prevents you from bidding against yourself and remove all but the most competitive ad in the auction.
Ad Sets with high auction overlap are more likely to under-deliver because they have fewer opportunities to be shown to people.
Audience overlap means you’re targeting multiple ad sets to different audiences that contain some of the same people. This is not necessarily a negative situation, but because we try to avoid showing individuals too many ads from a single advertiser in a short period of time, it could make it more difficult for each of those ad sets to spend its full budget.
Auction Overlap Rate
The percentage of times that this ad set overlapped in the auction with another of your ad sets, causing it to be removed from the auction. This number refers only to the percentage an ad set contributes to your total overlap, regardless of how much or little there is. For example, if your ad set’s Auction Overlap Rate is only 10% overall, one ad set could be contributing to 60% of that overlap.
Overlapping Ad Set 1, 2, & 3
This shows how a particular Ad Set overlapped in the auction with the Ad Set you’re viewing, causing the Ad Set you’re viewing to be removed from the auction. When your Ad Sets are eligible for the same auction, due to audience overlap, Facebook leaves the best performing one to keep you from bidding against yourself.
This number can be useful when figuring out how to merge Ad Sets. For example, it’d probably be more effective and efficient to merge a poorly performing Ad Set into one that’s leading to 75% of its auction removals rather than one that’s only leading to 5% of them.
This is why it’s important to ensure that the right Ad Set is shown to the right audience by campaign objective. If one Ad Set is optimizing for conversions and another is optimizing for Link Clicks, you’ll want to ensure that each one is getting the best possible audience by reducing the auction overlap.
How to Reduce Auction Overlap and Avoid Audience Saturation
Audience overlap is not an inherently a bad thing. For example, if you have two Ad Sets with broader audiences that overlap a lot but have low budgets, they may never end up in the same auctions. Audience overlap always precedes auction overlap, but doesn’t necessarily lead to it. Auction overlap is what’s actually problematic, not audience overlap. If your strategy involves audience overlap, monitor these metric to ensure it doesn’t become a problem.
Follow these best practices to set your ads up to win more auctions, get seen by more people, and maximize your results.
To avoid or reduce audience overlap, first try refining your audience targeting at the Ad Set level. If it keeps happening, try consolidating some of your overlapping Ad Sets. If some are targeting very similar audiences, you could potentially see better results by consolidating them into one bigger Ad Set with a larger budget.
Relevance is an estimate of how interested we think a person in your target audience will be in your ad compared to others targeting the same audience. Negative feedback means people who are seeing your ad are saying they don’t want to see it. Since we want to show people ads that resonate with them, an ad with a higher relevance score and lower amounts of negative feedback should reach more people in your target audience for less money.
If an ad’s relevance score is low or its negative feedback is high, first try adjusting your targeting.
The Facebook auctions are dynamic marketplaces. To sustain good performance and consistent delivery, you may need to continuously tweak your ad sets. However, also keep in mind that it takes Facebook some time to register your changes and adjust how they’re showing your ads. Because of this, they discourage making too many changes too quickly. If you make a change, give it time to take effect so you can see how it changes ad performance, then make more changes if necessary.
Delivery & Budget Pacing
As you increase your budget, you have to win more auctions to spend it. There are only so many auctions with the same cost per result that you’ve been getting. Because of this, as your budget increases, you increasingly have to go for higher cost results. Therefore, Facebook will enter you into auctions with more expensive results. This obviously raises your average cost per result. Keep in mind Facebook is still trying to get you the cheapest results available, given your budget and market dynamics.
Changes to an ad set require Facebook’s system to re-learn how to best deliver it, which can lead to temporary suboptimal delivery. This could also be a factor in increased costs when increasing your budget. However, that learning should take place within 24 hours, so if the cost is still higher after 24 hours, the increase is likely not related to this phenomenon.
We love the new Delivery Insights dashboard as it shines a light on the Facebook auction never before seen. However, we wish this tool was available on all Ad Sets so advertisers can better understand how much audience overlap there is across all their Ad Sets.
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You adjust copy when you’re running ad testing. You change social media copy based on the platform it’s running on. And I’m guessing you switch up the copy for various customer profiles when you’re running a new nurture campaign. But are you writing different ad copy for AdWords and Facebook?
The goals of each platform are very different. We’ll take a deep dive into those differences below, but here’s a high level overview (for the skimmers among us). Ads on Google are meant to target those with strong intent to purchase, while, more often than not, the goal of Facebook ads is to bring about awareness, rather than a concrete purchase.
Still not convinced it’s worth the extra time? Allow me to persuade you …
With AdWords, you’re reaching people who have exhibited a strong intent to purchase. This means you’re a little more inside their head. It also means your copy can and should be more direct. Don’t introduce the pain point that your product or service solves for. Your audience already knows what their pain points are because they’re searching for a solution. All you need to do is tell them how you can solve that problem for them.
Facebook ads, on the other hand, should be viewed as a way to raise awareness for your brand. While the goal of an ad on AdWords is to trigger a specific action you know your consumer is ready to make, Facebook ads may be the first introduction a consumer has to your brand or the pain point your brand solves for.
Most consumers aren’t heading to Facebook to search. So the key here becomes targeting the right audience on Facebook. Putting the right message in front of them. And doing it all at the right time.
Your goals for engagement on each of these platforms will be different as well. AdWords engagement goals are generally measured in clicks, impressions, and CTR while Facebook ads have variety of engagement metrics that have nothing to do with the number of click throughs or conversions a single ad receives. For AdWords, you’ll want to communicate your message as quickly and meaningfully as you can with the limited character count your alloted. Communicate your solution or offer in a way that entices qualified clicks, and hopefully, conversions.
As previously mentioned, however, the customer seeing your Facebook ad may not have known you existed five minutes ago, so a brisk call to purchase (or even click your ad) may not be realistic or appropriate. This means how you measure engagement will be different for these ads.
Instead of “buy now,” your CTA may shift to “like if you agree,” “share with a friend,” or “click to learn more.” Your engagement goal may just be to hear from your audience on the ad. Asking them a question, interacting with them, or asking for their feedback is something you would never do on AdWords, but it’s a great way to build trust and value with a new audience, and lay a foundation for a purchase later on.
Your AdWords mantra? “Tell, don’t show.” Ad copy in AdWords deserves the bulk of your brainpower. You don’t have images or every marketer’s new best friend, video, to set your brand apart from the crowd. Offer a clear, targeted solution and lead with your strongest tagline as your headline.
While AdWords may be black and white, everything’s technicolor over on Facebook. This doesn’t give you a hall pass to write lackluster copy, but you should let your image do the heavy lifting. Swap your mantra to “show, don’t tell” and let your copy act as a complement to strong imagery.
While stock photos are better than no photos, try producing or sourcing imagery that tells a story to your customer. Images can say just as much as copy, so make sure they say the right thing, and fill in the gaps with your words.
Facebook ads allow you to create copy for specific audience behaviors and interests that align with your business or campaign goals. This means that you can get equally as targeted with your ad copy.
Would users interested in PowerPoint also be interested in what your company has to offer? Write ads that call out that interest and tell your audience how well your software pairs with Adobe Creative Cloud.
AdWords offers you a more specific type of targeting, keywords. We’ve already outlined that this audience is more ready to make a purchase, so this makes things a little easier for you. You’re audience is already pretty targeted, so your copy should also be targeted towards a specific action, instead of an interest.
If you know that people searching for this particular keyword are ready to buy, put ad copy in front of them that pushes them to purchase. If your keyword indicates early-stage research, pull out your most persuasive argument in 30 characters or less.
Ah, the magic keyword. It rules supreme in the world of AdWords and needs to feature prominently in your ad copy while maintaining a conversational tone. Write copy that meets the pain points of your target audience and you’ll set your ad apart from other brands targeting the same keyword or using dynamic keyword insertion.
Facebook is free from the shackles of the keyword, but your ad copy should still be focused on one goal or a main point that acts as a kind of keyword. Identify this word or phrase before writing your ad to ensure that your message remains clear, concise, and valuable to your audience.
The Key Takeaway Here? Don’t Be Lazy
Yes, writing two versions of copy means more time, but the payoff will be worth the extra effort. Like ads themselves, the more targeted you can get with your message, the better the results. In a marketing landscape where competition has never been so fierce, it’s crucial to give your customer the best experience possible, and that starts by tailoring your copy to every stage of the buyer journey on every platform.
Attribution is one of the toughest parts of the marketing cycle to measure (we’ve even proposed ways to help solve the problem). According to attribution software company Bizible, 74.6% of marketers use some attribution model, but only 27.6% say they chose their attribution model specifically to measure ROI by channel. Those stats go to show you that marketers are still trying to figure out the best way to connect what’s effective.
When it comes to offline conversions, the puzzle gets even more complicated. Facebook’s Lead Ads were created to help marketers acquire leads on mobile easily. But until now, it was hard to track if the lead acquired through Facebook ever resulted in greater business impact – such as becoming a customer.
Facebook Launches CRM Sync and Offline Tracking for Lead Ads
This week, Facebook announced Offline Conversion, which allows you to connect your CRM, Marketing Automation, POS, or call center system to your Facebook ad campaigns, essentially closing the loop between a digitally-captured lead and a non-digital conversion such as a sales conversation. With this information, marketers can finally give attribution to the ads that are driving business results.
Offline Conversion works for all advertising objectives, so you can implement it across the board immediately. No slow roll outs for this one! The most obvious application includes uncovering the actual performance of lead-focused ads and adjusting your strategy based on results, but marketers should also consider the ability to target high-value customers by creating Custom Audiences and Lookalike Audiences based on who converted previously. Finally, marketers should test running retargeting campaigns to existing customers and present them with additional products or services that complement their past purchase.
How to Set Up Facebook Offline Conversions
As we mentioned before, Offline Conversion capabilities are available to everyone now. There are three ways to connect your data to Offline Conversion:
- Use Facebook’s native offline event manager and upload the outcome of your leads, as tracked and recorded by another applicable platform. This process is also how you’ll upload information from your POS or call center systems.
- If you use Salesforce, Marketo, or Zapier you’re in luck – these Facebook partners participated in the beta test and have built a direct integrations with Offline Conversion offering. These links will get you started: Marketo, Leadsbridge, Zapier.
- Though more complicated, you can also use the Offline Conversion API to connect your CRM.
Setting Up Offline Event Manager
Step 1) In the Business Manager menu, select Offline Events to go to Offline Event Manager
Step 2) Click Create Offline Event Set to create a new offline event set (see top right hand corner)
Step 3) Enter a Name and Description for your event set, and then click Create
Step 4) Upload Offline Events
Step 5) Select your Data Source
Step 6) Edit your data mapping. Make sure you have columns for the Event Name and Event Time or else it won’t work. See here on how to properly set up your file.
Step 7) Facebook Hashed Upload and Creation
Step 8) Use Offline Events. Once you’ve completed the upload process, Facebook will show you the results of your manual uploads. In this example, we uploaded our Q1 blog subscribers as an offline event. As you can see, we had a 46% match rate. It’s actually a little higher, because of the 13,800 emails only 10,535 of them are mailable. So the match rate is closer to 60%.
Step 9) Use Offline Events to evaluate performance. Head back over to Ads Manager and select the preset columns called Offline Conversions.
Step 10) Analyze your performance! It will take a few minutes to populate the data, but if there are any leads that can be attributed back to your Facebook campaigns this is where they will show up. You can also add in custom columns if you have a particular way you want to see the metrics.
Results and Expert Opinions
Here’s how Offline Conversion has already proven its worth – Marketo, which builds marketing automation software, used Offline Conversion to adjust campaigns in real-time according to downstream results and saw a 15% cut in their cost per qualified lead.
Soso Sazesh, Founder and CEO of Growth Pilots had this to say about Facebook Offline Conversions,
“We’re excited about this feature as we’ve already been leveraging offline conversion tracking for a number of our clients and have seen promising results. The single largest challenge for B2B companies that we’ve worked with when it comes to Facebook advertising is attribution. Facebook is such a different type of advertising channel that many B2B companies don’t know how to interpret or even assess results. These new integrations will simplify an advertiser’s ability to make sense of how Facebook is impacting their entire sales funnel and I expect more B2B companies will get comfortable leveraging Facebook and making it a scalable customer acquisition channel.”
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Oh boy, have Facebook reports have come a long way. If you can remember back to 2013 (when “poking” was still the rage), you’ll probably recall the hours you spent pulling reports for data that, today, feels incredibly simple. Just four years ago marketers were relying on demographics information that only went as deep as age and gender.
Today, Facebook can tell us a lot more about current and prospective customers, what and how competitors are doing, and provide real-time updates on content performance. Part of Facebook’s goal to bring value to advertisers through data is a more robust reporting hub called Facebook Insights.
Any business page with 30+ fans will automatically populate an Insights tab. Find yours by navigating to your Page, then look for the Insights tab at the top. There, you’ll find interactive charts and graphs under five main topics:
Let’s look at the information you’ll find in each category and how you can use it to your advantage.
Facebook Organic Performance Overview
This section is the quickest way to get an overall look at your Page’s performance. Here, you’ll see data over the past seven days for three main points:
- Page Likes: Total and new likes
- Post Reach: Total number of unique people who looked at your Page and posts
- Engagement: Total number of unique people who engaged with your Page, and a breakdown of the types of engagement
When you’re in Overview, you’ll also see your five most recent posts, and a snapshot of how each performed, including type of post, targeting, reach, clicks, engagement, and spend. You can click on individual posts for detailed information, or navigate to the other category tabs to get a look at Likes, Reach, and Engagement across all posts for the timeline you specify.
From Overview, you can access another helpful tool called Pages to Watch, which shows you what similar businesses are posting, and how their posts are doing. Getting a look at what the other guys are posting can be a powerful springboard for your own creative.
This report is exactly what it sounds like, but goes beyond simply recording total Likes. It offers handy information on what’s effective in getting people to Like your page. As you move your cursor around on the Likes graph, you’ll discover you can drill down into daily activity to see the number of Likes you got on a specific day.
Use the data selector to pull Likes for a longer span of time, and scroll down to get a look at unlikes, organic likes, paid likes, and net likes (likes minus unlikes). It’s from this graph you can determine where your Likes are coming from – directly from your Page, from Page suggestions, or paid ads. This helps you determine what’s working so you can do more of it.
Pull a report from this section to learn everything these is to know about what happens to a post or ad once it’s published. That includes users who looked at your Page through organic or paid efforts, post engagement through Likes, Comments and Shares, and negative actions through Hide, Report as Spam, and Unlikes.
Outside of your own efforts, you can also see any activity related to your page, like posts from others referencing your page, mentions, and check-ins.
Anytime you’re trying something new with your content strategy, like posting at a different time of day or increasing the frequency of posts, you’ll want to keep a close eye on activity under Reach. Use the date slider to compare before and after to see if your changes are effective.
This tab will look similar to Overview, but you can get a more in-depth look at individual Post performance here, including the ability to sort by engagement for a clearer look at your strongest posts. The coolest part of the Posts tab is “When Your Fans Are Online,” which shows you when your audience is logged into Facebook.
The best time to serve up posts is when your audience is most likely to see them! Keep this data close the next time you’re scheduling posts.
Next to “When Your Fans Are Online” is “Post Types,” where you can get a snapshot of how your different post types perform, based on reach and engagement. Make a note of what’s doing the best, then scroll down to individual post data where you can use the drop down arrows at the top right of the table to look at reach between fans and non-fans and positive and negative engagement. Dissect the top-performing creative according to this criteria to come up with new ads that are likely to do well.
The information you get in the People tab is one of the major reasons Facebook continues to give advertisers the most bang for their buck in comparison to other social platforms. A detailed profile of engaged customers is one of the most valuable pieces of information a marketer can get, and that’s exactly what shows up in the People report.
Within the tab, you’ll see three breakdowns for “Your Fans,” “People Reached” and “People Engaged.” Your Fans shows you gender, age, and location of the people who’ve liked your Page. People Reached gives you an overview of who’s seen your posts in the past 28 days. People Engaged is the real goldmine.
This report lets you see who has Liked, Commented on, Shared your posts or Engaged with your Page in a 28 day period. This information gives you an idea of who you’re already resonating with so you can tailor future posts to speak to this audience profile.
Facebook’s Insights hub gives you reports for two other elements – Page Visits and Video – which aren’t as statistically important as the other reports but can be beneficial, depending on your goals.
Visits shows you the number of times each tab on your Page was viewed, and the number of times people visited from a website off of Facebook. It’s always a good idea to have your Page updated with accurate details to help customers quickly navigate to the info they need.
The Videos section gives you an idea of how engaging your videos are, including how many times your Page’s videos were viewed for 3 seconds or more, and and the number of times your videos were viewed for 30 seconds or more. You can also sort by most viewed videos.
Clearly, Facebook reports have changed drastically in just the past few years and will continue to seek deeper information and offer actionable insights. Stay tuned for Part 2 where we discuss Facebook Reports: Paid Results!
Since its launch, Facebook Ads have become one of the most powerful customer acquisition channels.
Most marketers agree: 78% of them are satisfied with their Facebook ads.
Given 71% of all Internet users are on Facebook, you can’t deny its power.
If you have more experience with other paid channels, most likely Google Adwords, you may find it hard to grasp at first.
You may even find some of the more advanced advertising strategies counterintuitive.
Facebook Ads and How to Make Them Work for You
To make your life easier, we brought in someone who knows all the ins and outs of Facebook Ads: Jay Stampfl. Jay went from being an intern at adBrite and an anthropologist running around the jungles of Costa Rica, to become the CEO of BlackBird PPC, the digital advertising agency he founded in 2016.
Throughout this PPC Show episode, Jay, an expert in paid search, paid social, and programmatic display, gave us many interesting ideas on how to make Facebook Ads work for you.
The effectiveness of Facebook Ads and its impact on the final result (whether that’s a lead or a sale) differs mainly based on which kind of company uses it. The way Facebook Ads work for a B2C company is much different than for a B2B one.
If you have an e-commerce store and you sell products directly to consumers, like fashion or home decor, it will be easy for you to track how much each click is worth to you. Given the shorter sales cycle, which in many cases happens within one session, the impact of the final sale can be easily analyzed. If you use Google Analytics’ attribution reports, you will see how much your Facebook Ads’ influenced the final sale.
In other words, for B2C companies, the attribution modeling works.
The situation changes drastically if you use Facebook Ads for B2B sales cycles. In stark contrast with B2C sales, the problem with Facebook Ads lies in its impact on the final result and its correct attribution.
With B2B sales, the value of a click dilutes through the funnel, as it’s longer and more complex. It’s hard to add the right attribution to it. If a prospect finds your company after she clicks on one of your ads, and the company ends up purchasing a contract worth thousands of dollars six months down the line, that ad was worth thousands of dollars. The problem is, you will never be able to know that given the long time-frame and the complexity of the sale process.
Not everything is lost, however. Even if you run Facebook Ads campaigns and these ads don’t make your visitors convert directly, you can get a lot of awareness as well as it can help you get referral traffic and word-of-mouth.
Bidding optimization can be one of the hardest things any marketer can do to improve their paid campaigns. On the one hand, bidding can help you maximize your spending while giving you the best results. On the other, if you bid incorrectly, you can lose a lot of money fast.
Compared to Google Adwords, the Facebook Ads bidding system is much more difficult to grasp. Google Adwords’ bidding system is logic-based, that is, you bid based on the user’s queries and the value of the click is worth to you. Facebook, on the other hand, is much more dynamic, which makes it more difficult to bid on.
To start, Facebook’s algorithm throws marketing logic out the window. For example, if you raise the bid of an ad on Facebook, you will get higher quality users, which means the relevance score will increase, helping you get more clicks and lowering the CPA. With Adwords, if you bid up, your clicks go up just as your CPA goes up. That change in the logic behind the bidding system can make Facebook Ads much harder to manage.
Just because the Facebook bidding system is harder to understand compared to Google Adwords, that doesn’t mean it doesn’t work. On the contrary, you only need to select the correct bidding system for your goal. Once that’s done, Facebook will do a good job of assessing how to put your ad in the auction based on the bidding method you are using.
Even though there are no “best bid types”, you should choose one over the other one depending on the goal of your campaign.
- CPM: For some, highly unreliable and ineffective. But it can work if your goal is awareness (i.e. you want a lot of views to your ad so people get to remember your company)
- oCPM: This is the standard bid type for all Facebook ads. In a way, it works like a mix of CPM and CPC, so you can use it for build awareness, bring traffic to your site, or even get conversions.
- CPC: The one you must be most familiar with. Works best for traffic-related goals and, in some cases, to action-related goals (e.g. app installs).
- CPA: As the name suggest, you pay per action, whether that’s a sale, a lead, or whatever you have defined as one. Works best when your Facebook has a lot of data to optimize for (see next for more information).
The Facebook algorithm (and its bidding system) likes optimizing with lots of data. As a consequence, you need to spend money before you get any results. That way, the Facebook algorithm can get all the data it needs to optimize your campaigns.
This is why when you create a Facebook Ads campaign, you need to target large audiences. Jay likes targeting with an audience of at least 1 million. He likes optimizing with oCPM and Conversion goals to hit 20 conversions a day, so Facebook can get all the data it needs. If he doesn’t get those conversions, he moves the conversion up the funnel. This means, instead of focusing on conversions you would focus on a click or even on impressions.
That way, Facebook can optimize their whole algorithm better.
Before you start optimizing your bidding, you need to have a good account structure. If you have thousands of ads per ad group, Facebook’s algorithm won’t be able to optimize their bidding for them. This means you need to add some level of granularity and segmentation to your campaigns.
Each structure differs considerably based on the campaign goal and business.
For example, if you have an e-commerce store and you want to increase your sales, you could segment each ad campaign based on your products. One campaign would focus on shoes, while another one in bags, and so on.
On the other hand, if you have an agency and you want to increase your lead acquisition, you could segment your campaigns based on the kind of client you are trying to target. You would have one campaign focused on large businesses with more complex sales cycles, and you would have another one focused on smaller businesses with shorter cycles.
Once you select the goal that works best for you, you would repeat the same process with ad groups and individual ads.
With the former, you would create specific ad groups that target one segment from your campaigns. You can use custom and lookalike audiences to help you out.
With the latter, you would create ads that talk to specific individuals. You can use different ad texts and images to see which one rings best your audience.
The key of a good account structure, then, lies in being ultra specific with your targeting. The lower you get with your campaigns, the more specific you should be.
This account structure will allow Facebook to optimize your campaigns better for each of your goals.
If there’s one thing you are likely to take from this article is Facebook Ads can be tricky. Testing on their platform isn’t any different.
Just like with any test, if you develop a test within an ad group with three ads, one is going to perform great, and the other two won’t. That’s how A/B testing works.
In a normal situation, you would then pause the ad group, take the ad that’s performing and create a separate ad group to test it even further. Unfortunately, this is doomed to fail.
As you already know, Facebook’s algorithm needs lots of data in it to optimize bids. Once you take the winning ad to a new ad group, you will be resetting the data in the algorithm. This means, the “winning” ad will likely perform worse than before.
Remember, Facebook loves historical data. That makes the A/B testing environment for Facebook Ads so tricky. That’s why Jay recommends sometimes the best you can do is kill the good ads and start fresh.
The good news is, losing a Facebook ad test doesn’t mean that ad is bad. Sometimes it’s just a matter of bad historical data, not a bad ad or targeting.
Hire for Quality, not Fame
Even if you follow all the tips laid out in this article, it’s easy to get confused or lost with all the complexities of Facebook Ads. That’s why in many cases the best thing to do is hire an agency that takes care of your whole Facebook Ads account.
The problem is, many times companies hire the wrong agency.
If you want to hire a great PPC agency, hire one that has the most experience and that is willing to work directly with you. Most businesses that run paid ads need help with the management campaigns. Given the amount of agencies and consultants out there, businesses have many options to pick from. Unfortunately, many businesses have a small budget. This in itself isn’t a big deal. The problem is many times they end up making one of the following mistakes:
- They hire someone cheap and has little experience;
- They try to hire a large famous agency that will put an inexperienced account manager.
The problem with the former mistake is they then get little to no results since the agency or consultant doesn’t know what they’re doing.
The problem with the latter, according to Jay Stampfl, is that these agencies end up assigning them a 23-year old who has little experience in the industry. That results in mediocre results, similar to the company that hires a cheaper but still inefficient consultant.
Jay recommends going for smaller agencies, like BlackBird PPC, that are going to put their best people upfront without charging top dollar. Still, you need to invest to get high-quality PPC management. Even if your budget is low, the saying “you get what you pay for” holds true for PPC.
Want to more from Jay Stampfl? Follow him on twitter or listen to the whole episode below:
Here at AdStage we’re really excited to experiment with Facebook Messenger ads. Chatbots have taken off big time and 2017 has been tipped to be the year they move into mass adoption. There are now over 100,00 of them on Facebook Messenger. This growth is reflected in the increasing popularity of messaging apps, which are growing faster than social networks and fueling the rise of chatbots in the process.
Marketing is all about (a) finding your target audience and (b) communicating how your product or service can solve their problem. Which is why companies need to market through these messaging apps.
Why? People LOVE using Messaging apps and they prefer to use it to communicate with people we love. We iMessage our significant other. Facebook Messenger with our friends. Slack with our team. So let’s market to people where they currently are.
We’ve put together this guide to walk you through the ins and outs of how to set up them up and get the best performance.
How to Navigate This Facebook Messenger Ads Guide
This guide to messenger ads is broken down into four main parts. Feel free to skip to the section that is most relevant to your needs.
- Messenger Stats & Growth
- Facebook Messenger Ads
- How to Create Facebook Messenger Ads
- Messenger Ads Campaign Ideas
Part 4 – AdStage Case Study & Results (coming in June)
Want to get an alert when Part 4 comes out? Give us your address and we’ll shoot you an email as soon as it’s ready!
Let’s face it most people use their smartphones as their primary PC. This reliance on mobile phones grows in lockstep with our desire for constant and instant communication with family members, friends, and even work colleagues.
Enter messaging apps. Mobile messaging apps are exploding and are one of the hottest marketing trends in 2017. According to Business Insider, “the combined user base of the top four chat apps is larger than the combined user base of the top four social networks.”
Their exponential growth is largely due to their rich services and features, from free text messaging, to voice and video calling, group chats, stickers to convey moods, and even photo and file sharing. Now add falling data package prices and cheaper smartphones and it’s easy to track the boom from traditional calling to SMS to social messaging apps.
The Popularity of Messaging Apps
There are several networks in the messaging app ecosystem. As for the most popular network, it really depends on what you’re measuring and geographic location.
In the battle of the messaging services, Facebook Messenger (65%) has a lead over WhatsApp (56%) for membership, but WhatsApp is virtually level for visitors/users. WeChat is absolutely dominant in China; over 90% have an account.
According to a study of global internet users from GlobalWebIndex in 2015, Facebook Messenger was the most used messaging app with 37% of those surveyed using it, followed by WhatsApp (33%), Skype (21%), Line (10%), and Google Hangouts (9%). Nearly half (49.3%) of mobile users in North America and 43.4% of those in Western Europe will use messaging apps this year.
The MEF Mobile Messaging Survey 2016 indexes the messaging habits of nearly 6000 respondents across nine countries worldwide as shown below.
eMarketer’s latest report predicted Messenger will reach 105.2 million active daily users in the U.S by the end of 2016. That figure represents 40% of mobile users, making Facebook Messenger the leading over-the-top (OTT) mobile messaging app in the U.S. OTT messaging apps work over an Internet connection and not the SMS network like iMessage, which has boosted their popularity with international users.
SimilarWeb conducted a study using Android data from 187 countries and were able to determine the most popular messaging app all over the world (minus iPhone users).
While they’re consolidating under a few key players, in almost every country in the world, a messaging app is the most used app overall.
Messaging App Demographics
In general, messaging apps are especially popular among younger smartphone owners. In the US, 42% of smartphone users between the ages of 18-29 use messaging apps. And three in ten online smartphone users utilize general messaging apps, like Whatsapp, Viber, or Kik.
As the customer journey evolves and becomes more fragmented across networks and devices, there’s a real opportunity for marketers to reach younger audiences on the device of their choice, and on the network of their choice.
Which is exactly what Facebook is banking on with Messenger ads.
What is Facebook Messenger
Facebook Messenger is a free mobile messaging and chat app for smartphones that lets people send text messages, hold group chats, send and receive money, share photos or videos, and even make voice calls to their Facebook friends. Facebook CEO Mark Zuckerberg said in February that WhatsApp serves as a replacement for SMS services, whereas Messenger aims to be a more “expressive and rich environment” with a broad range of content.
For businesses, Messenger is roughly two years old. At the 2015 F8 conference, Facebook unveiled a new Messenger feature to bring businesses on the platform with the goal of enhancing how people and businesses communicate. Since then there are now more than 1 billion messages sent each month between customers and businesses.
Plus, Messenger gives Facebook another way to own users’ time. The average user spends over 50 minutes a day scrolling and interacting on Facebook, Instagram, and Messenger. Maybe that doesn’t sound like a lot of time. However, there are only 24 hours in a day, and the average person sleeps for 8.8 of them. That means more than 1/16 of the average user’s waking time is spent on a Facebook owned platform.
What was once just a feature within Facebook is now one of the world’s most popular mobile messaging app services.
Messenger Stats & Growth
The undeterred rise in usage of Facebook Messenger continues from over 1.2 billion active users that’s ⅙ of the global population. 88% of online adults are a member of at least one of Facebook’s four main services: Facebook, Facebook Messenger, WhatsApp or Instagram.
Image Credit: Facebook
And according to Facebook’s 2016 Q4 report, there are 400 million Facebook Messenger users using voice and video chat on the app each month.
Here are a few more staggering stats Facebook hasn’t been shy about sharing.
- 10% of all Voice over IP (VoIP) calls made globally take place within Messenger
- 17 billion photos are distributed by Messenger each month
- 22 million GIFs shared every day, the equivalent of 254 GIFs per second
Image Credit: Facebook
This graph from Statista presents the number of Facebook Messenger users in the United States from 2014 to 2020. In 2015, 90.4 million U.S. mobile phone users accessed the messaging app to communicate. This figure is projected to grow to 139.2 million users in 2020.
Over the last year, we’ve seen Facebook look for ways to keep customers and shareholders happy and engaged. They continuously roll out new features, many copied from Snapchat, keeping the platform fresh and users actively engaged. They introduced Messenger Ads in Q4 2016 hinting at their ambition to carve out another revenue stream similar to Instagram.
Facebook Messenger Ads
Messenger ads provide marketers another avenue to start a conversation. And there’s a real business case to be made here as customers become more interested in using Facebook Messenger to make online purchases. Statista reports 84 percent of millennial respondents are willing to connect their PayPal account to Facebook Messenger in order to use conversational commerce.
2 Types of Messenger Ads + 1 Closed Beta
Currently, there are two types of Messenger ads available to advertisers with another one in closed beta.
- Send People to Messenger (Direction) – use Messenger ads to have your leads initiate the conversation with your business.
- Send Ads to People on Messenger (Placement)
- BETA: Testing Home Screen Ads (see example below)
How to Create Facebook Messenger Ads
There are currently two types of Messenger Ads available. Let’s walk through how to set up each type of ad.
Send People to Messenger (Direction)
Send People to Messenger ads appear in the News Feed with a call-to-action button that opens a Messenger conversation. It’s a a unique way to start a conversation and provide a personalized experience for your customers or potential customers.
Here’s how to get started.
1) Choose the Traffic objective (Note: This may appear as “Send people to your website” for some advertisers).
2) Choose your campaign name and click Continue.
3) Choose your audience, budget and News Feed placements (Note: You cannot use Instagram as a placement option when selecting Messenger as a destination).
4) At the ad level, choose your format. You can choose Carousel, Single Image, Single Video or Slideshow format.
5) Choose the Page you want to connect.
6) Choose Messenger as your destination.
7) Type a welcome message. When people click on your ad, they will automatically be directed to Messenger and receive a copy of your ad and the welcome message.
8) Select your call to action. I’d recommend Send Message so the user understands.
9) After you’ve reviewed your ad, click Place Order.
Keep in mind: Your Send People to Messenger ad won’t appear to people who don’t have the Messenger app.
Send Sponsored Messages to People on Messenger (Placement)
Now let’s set up the other type of Message Ad available to advertisers.
1) Choose the Traffic objective (Note: This may appear as Send people to your website for some advertisers).
2) Type in your campaign name and click Continue.
3) Choose your budget.
4) Choose your audience. Keep in mind that you can reach people who’ve messaged your page.
5) For placement choose Messenger. Note: selecting Messenger will turn off all the other placements.
6) At the ad level, choose your format. The option currently available is the Single Image format
7) Choose a website destination URL.
8) Write your headline, text and link description.
9) Once you’re happy with the ad, click Place Order.
Messenger Ads Campaign Ideas
There are some really interesting use cases from companies that have experimented with Messenger ads and chatbots. For example, Digital Marketer ran a highly successful campaign that generated 500% ROI in 3 days.
Or Nordstrom’s Messenger chatbot that asked a series of questions about user preferences, which users could answer right in the app. Depending on the input, the chatbot would then offer them some gift ideas, specifically picked for them. Rather than relying on customers to interact with your website, these examples show innovative ways to stay engaged with customers on a preferred platform and device.
Another way you could employ Messenger ads is to send out coupons or discounts. Below ranks the types of advertising and promotions that consumers in the United States are willing to receive via Facebook Messenger as of 2016, sorted by age group.
A total of 52 percent of Generation X survey respondents stated they were open to receive notifications of store sales upon entering a store via Facebook Messenger.
There are very impressive stats and ad placements. Right now, there’s a huge opportunity for early adopters to take advantage of Messenger before it gets ruined by spammy advertisers or before your audience gets completely turned off Messenger ads. Now’s the time to experiment!
Messenger Ads + Chat Bots = Automated Gold
Chatbots have taken off big time and 2017 has been tipped to be the year they move into mass adoption. There are now more than 100k of them on Facebook Messenger. This growth is reflected in the increasing popularity of messaging apps, which are growing faster than social networks and fueling the rise of chatbots in the process.
According to Chatbots Magazine, there are several global trends working together to make 2017 the year of chatbots.
- Mobile messenger domination
- App fatigue
- Support for chatbots by Facebook, Microsoft and other leaders
- Dramatic reduction in chatbot development costs
A chatbot (short for chat robot) is a computer program designed to simulate conversation with a human user in natural language, understands the intent of the user, and sends a response based on business rules and data of the organization.
I’m not talking about AI or Machine Learning. Think of chat bots like email marketing, but through messaging apps. People’s behaviors are changing and marketers will need to adapt to stay relevant. It’s like starting an email list when email became a thing. Or starting a podcast ten years ago. Those that are first to the game
Beerud Sheth, founder and CEO of cloud messaging platform Gupshup, wrote an article on VentureBeat and said,
“We’re in the midst of a once-in-a-decade paradigm shift. Messaging is the new platform, and bots are the new apps. The shift radically changes end-user experiences and developer frameworks and inevitably will change business models, how we monetize, and how we advertise.”
Small businesses without budgets for developers can experiment with codeless chat bot builders. These tools turn a company’s frequently asked questions, like hours and location, into automatic replies on Messenger.
Here is a List of a Few Free Chat Bots to Get You Started
- ManyChat – Visual bot builder for Facebook Messenger with broadcasts, analytics, scheduled posting and many other features
- Chatfuel – A bot platform for creating an AI chatbot on Facebook. Learn how to create a Facebook message bot quickly and easily, no coding required.
- Botsify – Create an AI chatbot without code
- OnSequel – Create media and entertainment bots without writing code to engage the 3B+ users on messaging apps.
We personally love ManyChat because it is (a) free (b) doesn’t require any coding, and (c) super user friendly.
You might be wondering how you could employ a bot for your business. Below are a few ways businesses are currently implementing to engage with their audiences.
Examples of when you could use them
- Customer Support
- Product Search
- Personalize yet automated responses
You might also be thinking that this would never work for my company. You may be right! Below are a few industries that will benefit the most from chatbots.
Sync Messenger Ads with Your Chatbot
Once you get your chatbot created it’s time to integrate it with your Messenger Ads campaign. We suggest taking some time to map out the messaging flow from our audience all the way to the desired outcome.
The key here to figure out what action you want the user to take once they click Send Message. Within the ad set up, Facebook provides the option to include an automated welcome which is perfect for kick starting a conversation and controlling where you want to take your audience.
We’re testing a few options with our integration into Manychat. First one is getting access to CRO eBook. Once someone clicks through from the ad they’ll see a welcome message that says, “Hi there! Looking to get your free CRO eBook? Just type “ebook” below and we’ll send it right over!”
If they type in “ebook” after the welcome message then will see this message.
Pretty awesome! The user was able to get an eBook without leaving a platform they’re comfortable with.
How to Set Up Keyword Sequences
Keyword sequences work off of a “if this then that” type of logic. Example, if this “keyword” then “perform this action.”
For our eBook Messenger Ads, we input if the user types “ebook” then message them the eBook.
When someone typed in this keyword is automatically kicked off the eBook delivery sequence as seen in the example above. All of this was done using Facebook Messenger Ads plus a chatbot keyword sequence to deliver our CRO eBook.
This is only scratching the surface of what you can accomplish with chatbots. You can create advanced customer journeys by varying the action and reward. Here all the options Manychat offers based on a specific keyword. From here you can automate the journey with “if this then that” logic into the desired response.
You can see that you could send an image, file, video, or a list with more options. The possibilities of this powerful automation are a lot like email nurture campaigns. It’s like a choose your own adventure for the user as they follow the map you created.
PART 4 AdStage Case Study (coming soon)
We’re diving into Messenger Ads and chatbots over the next 6 weeks. We’ll share our learnings and results at some point in June.
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