International Media Leader Hamish McLennan Joins Hyperlocal Social Ad Pioneer, Tiger Pistol

Some of you may have read the great news about Hamish McLennan joining Tiger Pistol. The story was published on June 19th in The Australian, but as the article requires a subscription, we thought we’d give you the skinny on our blog.

McLennan has a long and prestigious career in the global advertising and media space, including as Executive Vice President, Office of the Chairman at News Corp and global Chairman & CEO of Young and Rubicam (Y&R), which is part of WPP, the world’s’ largest communications services group. Currently, he is Chairman and non-executive Director of REA Group Limited, a multinational digital advertising company that specializes in property and is listed on the ASX. He is also a Director of the leading ASX listed funds management company, Magellan Financial Group. Prior to REA and Magellan, and the aforementioned roles at News Corp and Y&R, he was Executive Chairman and Chief Executive Officer of Ten Network Holdings. He joined Y&R in 2002 as Chairman and CEO of Y&R Brands Australia/New Zealand, one of the largest marketing services groups in Australia, and led the firm’s global business operations from 2006. He has previously served on the Boards of Directors for the United Negro College Fund (UNCF) and the US Ad Council.

Accustomed to being part of large-scale, global media and advertising companies, McLennan decided to join Tiger Pistol because of his long-held interest in tech startups that address immediate needs in the marketplace.

“Tiger Pistol is a great Australian success story. The founders have created a world-class ad tech platform. I can help forge some strategic partnerships, and hopefully do some deals and open some doors,” McLennan said. “From my 30 years in the media and marketing industry, the holy grail has been to deliver hyperlocal communications at scale in an automated fashion. Tiger Pistol can now deliver it.”

McLennan went on to say that Tiger ­Pistol’s proprietary technology platform will help “instil confidence in marketers about the effectiveness of their digital spend.”

Specifically, Tiger Pistol makes it possible to rapidly scale Facebook and Instagram ads run at the local level. Large brands with multiple locations can now more effectively drive business to local stores, while maintaining consistency and control at the brand-level. For digital agencies that provide advertising services to local businesses, they can now quickly add Facebook and Instagram ad products to their digital portfolio and scale immediately and effectively for their customers.

Steve Hibberd, co-founder and CEO of Tiger Pistol said, “We’re delighted to have Hamish join our team. Through his many years in the global media and advertising space, he brings immense knowledge and insight.  His clear belief in what we’re doing is a resounding endorsement and he is already having a positive impact.

Local Activation Meets Brand Consistency

Large, multi-location brands struggle with the competing need to both retain brand-level control and consistency while ensuring that each individual location can achieve success. This is especially complicated when Facebook advertising enters the picture. Most locations have already created their own Facebook Business Page and want to drive ads directly from it to garner attention to their location. And that make sense when you factor in things like:

  • Driving customers to the correct address
  • Location-specific offers
  • Local events, such as a high school football game that could impact foot traffic on a Friday night

What About Brand-Level Needs?

Those legitimate desires to drive location-specific messaging are complicated when you add in the brand’s desire to put out a consistent message, look and feel and overall experience in each of their locations.

Furthermore, if funding for ads is done at the brand level, it makes the logistics of location-based ads tricky for everyone involved. And if the brand wants to disperse the advertising budget dynamically across the locations, such that under-performing locations can get larger percentages of the spend, well, then the brand is forced to figure out how to manage each location’s needs centrally.  For brands with 5 or 10 locations, that may be doable. But for brands with hundreds or thousands of locations, that scenario simply isn’t an option. The time and resource needed to manage the setup and management of that many  campaigns would be, flatly, impossible. It’s a dilemma.

But Does it Really Matter?

At Tiger Pistol, we wanted to figure out if this dilemma was real or imagined, anecdotal or scientifically proven. We decided to do some testing to see if, in fact, ads run at the local level really did outperform those managed centrally by the brand – which means, they  included no location-specific details. We ran tests with several hundred locations and learned quite a lot.

The Results Are In

In short, it DOES matter.

Aggregate Results: on average, ads run off the local Facebook Business Page outperformed the ads run at the brand level by at least 2x. This, while also decreasing costs by 50%.

Case Study #1: National Home Builder
Ad Objective: Local Awareness (Reach)

The ad run at the brand level had a cost per thousand (CPM) of $12, while the ad run at the local level with local-specific copy, achieved a CPM of $2.51.

Case Study #2: Local Retail
Ad Objective: Traffic

The ad run at the brand level delivers a cost per click (CPC) of $0.62 while the ad run at the local level delivered a CPC of $0.43.

Case Study #3: Real Estate
Ad Objective: Traffic to Website

The Ad run at the brand level delivered a click through rate (CTR) of 1.28% while the ad run at the local level delivered a CTR of 3.51%

Now What?

If you’re a multi-location brand operator, you’re probably left feeling a little bereft by this news. We just validated what you probably already inherently knew or had seen happen with a handful of your locations. When done well, local ads drive local activation better than a generic ad promoting the brand as a whole.

Here’s the good news: Tiger Pistol can help you run brand-level campaigns that can be localized for the highest impact (and sorry for the shameless self-promotion, but it’s true). If you’re working with a partner or agency to help with your digital marketing, let them know this is what you need and ask them to get in touch. If not, give us a call and we’ll give you a demonstration!

The Low Cost, Insanely Easy Way to Get Great Results with Facebook Advertising

Small business owners are busy people. In addition to running a business, they can usually be found trying to also run HR, marketing, sales, finance, operations and dealing with every imaginable administrative task.

That’s why when social media exploded on the scene many small business owners were slow to adopt. Once they finally did, they often went with a “if I build it, they will come” approach, creating a page for their business and leaving it at that. And while you can share content and engage your fans using your business page, it’s simply not sufficient for promoting your business in a big way. Not only is it time consuming to create interesting, engaging content and then remember to reply (in a timely fashion) to anyone who responds, it’s limiting your potential reach, with only 2.6% of your fans seeing your page posts at any given time (according to adweek.com, 2015).

In today’s world, if you aren’t leveraging social advertising, you’re missing out. Everyday, 1.23 billion (that’s right, billion with a B) people access Facebook, but if you aren’t letting them know you’re there, they won’t know it.

That said, running ads on Facebook does require a fair bit of skill and even more time to get it right. Sure, you can create your own ads, but creating, managing and A/B testing social ads takes a ton of time, as well as design and copywriting skills you may not have in house. The chances of getting a good return on your investment are depressingly slim.

Instead, why not leave it to professionals who specialize social advertising for small and local businesses just like yours. Companies – like those we partner with – are very comfortable working with small and local businesses that have small budgets and can provide solutions to ensure your ads are driving real business results. They can use images that are amazing, copy that is compelling and target the audience that will convert! Then, they can A/B test different iterations of your ad to see which one works the best, to make sure your budget is always being spent effectively.

If you think they can’t achieve great results with your small budget, you might be surprised. One of the great advantages of advertising on Facebook is how clear they can get on who to target, which allows you to spend a little and get a lot in return. Here are some great examples of small businesses just like you who worked with a 3rd party to launch some incredible campaigns with outstanding results:

Success Story #1

A spa based in Delaware worked with their media agency to run a social campaign on Facebook for a 6-week period. They spent $250 in total and received 268 total leads – that’s just $.93 per lead!

Success Story #2

Another small business customer ran an ad offering a coupon to their audience that said, “Spend $100 and get $40 off.” It was the holidays, so the timing was great. The ad ran for a mere 2 weeks with a budget of just $300. From that small amount, they generated over 2,600 transactions and over $185,000 in sales!

Success Story #3

In a 3rd example, a small vineyard needed to get rid of some surplus stock they had on hand. With just $200 spent on Facebook ads, they received 700 clicks to their website and made $7,000 in revenue.

Now of course, no one can guarantee results like this with every campaign. However, these examples show how great things can happen with small budgets. All you need is the right partner!

The Low Cost, Insanely Easy Way to Get Results with Facebook Advertising

If you’re a small business owner, you’re busy. Really busy. In addition to running a business, you can probably be found trying to also run HR, marketing, sales, finance, operations and dealing with every imaginable administrative task.

That’s why, when social media exploded on the scene, many small business owners were slow to adopt. Once they finally did, they often went with a “if I build it, they will come” approach, creating a page for their business and leaving it at that. And while you can share content and engage your fans using a business page, it’s simply not sufficient for promoting business in a big way. Not only is it time consuming to create interesting, engaging content, you must also then remember to reply (in a timely fashion) to anyone who responds. More importantly, content posting alone limits potential reach, with only 2.6% of Fans seeing page posts at any given time (adweek.com, 2015).

In today’s world, businesses that aren’t leveraging social advertising are missing out. Everyday, 1.87 billion (that’s right, billion with a B) people access Facebook, but if you aren’t letting them know you’re there, they won’t know it.

That said, running ads on Facebook does require a fair bit of skill and even more time to get it right. Sure, you can create your own ads, but creating, managing and A/B testing social ads takes a ton of time, as well as design and copywriting skills you may not have. The chances of getting a good return on your investment are depressingly slim.

Instead, why not leave it to professionals who specialize social advertising for small and local businesses just like yours. Companies – like those that are our partners – are very comfortable working with companies that have small budgets and can provide solutions to ensure your ads are driving real business results. They use images that are amazing, copy that is compelling and target the audience that will convert! Then, they can A/B test different iterations of your ad to make improvements over time to make sure your budget is always being spent effectively.

If you think they can’t achieve great results with your small budget, you might be surprised. One of the great advantages of advertising on Facebook is the ability to target effectively, which allows you to spend a little and get a lot in return. Here are some great examples of small businesses just like yours who worked with a 3rd party to launch some incredible campaigns with outstanding results:

Success Story #1

A spa based in Delaware worked with their media agency to run a social campaign on Facebook for a 6-week period. They spent $250 in total and received 268 total leads – that’s just $.93 per lead!

Success Story #2

Another small business customer ran an ad offering a coupon to their audience that said, “Spend $100 and get $40 off.” It was the holidays, so the timing was great. The ad ran for a mere 2 weeks with a budget of just $300. From that small amount, they generated over 2,600 transactions and over $185,000 in sales!

Success Story #3

In a 3rd example, a small vineyard needed to get rid of some surplus stock they had on hand. With just $200 spent on Facebook ads, they received 700 clicks to their website and made $7,000 in revenue.

Now of course, no one can guarantee results like this with every campaign. However, these examples show how great things can happen with small budgets. All you need is the right partner!

Want to learn more about our amazing partners? Drop us a line and we’ll hook you up!

Restricted and Prohibited: Facebook Ad Rules to Live by, Part 2 of 2

We’re back with Part 2 of our insight on Facebook’s restricted and prohibited ad content. Today, it’s all about the prohibited kinds, so pay close attention! Whether managing ads for yourself or selling Facebook ads to a customer, it’s important to understand Facebook’s advertising guidelines clearly, particularly around restricted and prohibited content. Otherwise, your ad could get delayed or removed, and worse, your page could get flagged for publishing prohibited content.

That Facebook has rules that restrict or prohibit certain content is a really a benefit to us all. The rules represent not only good advertising practices but good common sense and decency.



Part 2: Prohibited Ad Content

Is it Art or Porn?
Don’t tell me you won’t know the difference when you see it. Any ads that tout adult content, like nudity or suggestive activities, or adult products or services, like…well, you know, are prohibited. We all know that sex sells. Just not on Facebook.

Ka-Boom!
Road Runner cartoons are great, but if Wile E. Coyote hopes to find some new ACME rockets on Facebook, he’ll be out of luck. Facebook ads promoting weapons, explosives or ammunition are nowhere to be found.

No Smokin’ or Tokin’
No tobacco. No drugs. No tobacco or drug-related products, like roach clips or vaporizers. Not that we would know. And while we’re talking about drugs, if Facebook deems your supplement unsafe, as it does with anabolic steroids, chitosan and comfrey, for example, don’t even try.  

That’s Shocking!
Nore gore found here please. Nothing violent or, you know, gross. No one comes to Facebook to be grossed out or scared to death.

404s and Other Junk
Who’d want to promote a broken link anyway? But this rule includes websites with features that interfere with a user’s ability to navigate away from a page, like pop-ups. In the same vein, low quality, junky ads that take the user to unexpected or disruptive experiences or sites with minimal original content are out. And since we’re talking about controversial content, I may as well mention that this includes questionable political or social issues being used for commercial purposes.

I Spy
Whether you’re using a webcam or a piece of software to spy on someone or what they are doing, online or offline, advertising about it is a no-go. Just don’t.

Pants on Fire
In this day and age, it might be hard to tell truth from fiction, but if you’re in advertising, you’re going to have to try. No misleading or flat-out false content is allowed. If they can figure out which is which.

Class it up
Nothing says spam faster than PEOPLE WHO USE ALL CAPS or tend to use exclamation points excessively!!!!!!!!!!!!!!!! Also, don’t be profane. And spelling the “S word” with a $ symbol will get you busted too. Keep it classy.

Don’t Discriminate
Speaking of keeping it classy, ads can’t discriminate based on all the things you’d expect – race, sexual orientation, ethnicity, religion, age, etc.

Don’t Take it Personal
Of course, the expression is actually “Don’t take it personally,” but we got it wrong on purpose to make the point. Facebook ads can’t suggest that the advertiser knows you or your personal traits. This one is a little trickier to understand and we get a ton of questions about it. If an ad said something like, “Need a personal injury lawyer due to your accident?” This implies it knows you had an accident, and that’s not okay.

Not the Land of Make-Believe
Using your imagination is great if you’re a kid. But if you want to place an ad on Facebook, it has to be about something that actually exists.

Broke?
Need a payday or cash advance loan? Don’t look for suppliers on Facebook. It’s not a thing here. Nor are ads promoting income opportunities classified as “multi-level marketing” or that promote “quick compensation” business models. Try daytime television instead, say during the Jerry Springer show.

No Fake IDs
Does it come as any surprise that Facebook doesn’t allow ads that promote counterfeit documents?

Cheap Tricks
Ads can’t promote penny auctions or bidding fee auctions. Ads also can’t contain flash animation that plays automatically without the person’s interaction. That’s tacky.

I Lost 60 Pounds!
Sorry folks. If you’re peddling weight loss products, you can’t show before and after pics, or anything else that implies a negative self-perception in order to promote the product. Furthermore, unsubstantiated claims, like promising that someone will lose an exact amount in a set timeframe or make $1,000 in a week is a total no-no.

That’s Not Yours
Content that infringes upon trademark, privacy, publicity or proprietary rights of any third party are clearly prohibited as well.

A special note for lead generation ads: due to Facebook’s privacy policy, advertisers must not create lead generation forms that request the following types of information:

  • Account numbers
  • Criminal and arrest history
  • Financial information
  • Government-issued identifiers
  • Trade union membership
  • Username or passwords
  • Health information
  • Insurance information
  • Political affiliation
  • Race or ethnicity
  • Religion
  • Sexual orientation

We hope this content is useful to you. Bookmark it so you can visit again. And if you missed Part 1 in our series, visit it here. Want even more details about Facebook’s restricted and prohibited policies? Visit their Ads Policy page.

Restricted and Prohibited: Facebook Ad Rules to Live by, Part 1 of 2

Whether managing ads for yourself or selling Facebook ads to a customer, it’s important to understand Facebook’s advertising guidelines clearly, particularly around restricted and prohibited content. Otherwise, your ad could get delayed or removed, and worse, your page could get flagged for publishing prohibited content.

Here’s Part 1 of our 2-part series on restricted and prohibited ad content. Part 1 focuses on restricted content.


Part 1: Restricted Ad Content

Get it Free (for now)!
You know how you can get suckered into signing up for something that auto-renews? Then a year later, you see it on your credit card bill and you think, “Oy vey!” Yeah, Facebook isn’t a fan either. Along with auto-renewal, there are restrictions for free-to-pay billing conversion products, mobile marketing (like push notifications and texting) and anything that includes negative options (which is when you require the purchaser to opt out, as opposed to opt in to any agreement).

Booze
Bet you’re not surprised to learn that there are restrictions about alcohol promotion, right? In addition to complying with local laws, they must also follow any industry codes, guidelines, licenses and approvals. And, in some countries, they are completely prohibited. Check the list on Facebook to make sure you know all the rules.

Drugs, Dating and Gambling
Putting these three together makes it sound a bit like a scene from The Hangover. On Facebook, the connection between dating, real-money gambling and online pharma is that in order to run ads in any category, you need to seek written permission from Facebook before submitting the ad. Ads that haven’t been granted permission won’t see the light of day.

Speaking of categories requiring written permission, there are also some strict rules regarding video ads that include film trailers, TV programs, video games, etc. where content is intended for mature audiences. In addition to written permission, they must also target 18+ audiences, and in some cases – when the content includes profanity, violence, drugs or alcohol use, for example –  the ad may be prohibited entirely.

Legal Herbs and Student Loans
Ads that promote student loan services or non prohibited dietary and herbal supplements are fine, as long as they only target users who are at least 18 years of age. For student loans, there are added restrictions for anything that might be deemed deceptive or promote loan consolidation, forgiveness or refinancing.

Winning the Lottery
Ads that promote state run lotteries get the proverbial thumbs up from Facebook, provided the ads are targeted appropriately. In other words, only to those who are able to participate and only in the areas where the lottery is available.

Sign Up for this Credit Card Today!
Still gettting those big, fat envelopes from financial services institutions in your mailbox on a near daily basis? The reason they are so big and fat is they have to provide sufficient disclosure regarding associated fees, including APR percentages transaction fees in the envelope. Well guess what? The same is true for these ads when they appear on Facebook. Furthermore, lead ads for financial services can’t ask for someone’s financial information or any other sensitive information, like passwords or social security numbers. More about what questions you can’t ask for in a lead generation ad will be available in Part 2 of this series.

When You’re Advertising Branded Content
This one is tricky, but makes perfect sense if you can get out of the jargon-y gobbledegook. What this really means is, if you are running ads that feature a 3rd party’s content, you have to 1) have a Facebook Verified Page and 2) tag the sponsor’s page in the ad. More detail (and jargon-y gobbledegook) can be found on Facebook’s policy page.

Lastly, there are a couple of rules about images that can bite you if you aren’t aware of them:

  • Let your image, not text, do the talking. Images with more than 20% text will be restricted in terms of delivery, which will impact the ad’s performance. Importantly, logos count as text, That little tidbit is often overlooked, so take note!
  • There’s this little rule called “non-existent functionality” that could pose problems for you if you aren’t aware. Basically, this one says your image can’t have any element – like a cursor or button, for example – implying that if clicked or tapped would cause something to happen.

Thanks for brushing up on all of Facebook’s restricted guidelines for advertising content. As always, there is more information on Facebook’s Advertising Policies page and we strongly suggest a thorough review: https://www.facebook.com/policies/ads/

Check back for the all important Part 2 where we’ll share the latest news on prohibited content!