Playbook: Social Advertising at Scale for Retail and Consumer Products

Unlocking Local Activation at Scale is the social advertising playbook you’ve been waiting for. You’ll see just how simple and efficient Tiger Pistol’s social advertising platform makes it for Retail and Consumer Products Brands to empower their local store or channel partners with brand-approved, best practice, Facebook and Instagram campaigns — all customized for their local audiences.

Engineering Expert Take: Cross-Domain Browser Messaging

In his recent article on Medium, Tiger Pistol’s Garrick Thurston shares his recipe for enhancing UX across application boundaries to create a more seamless product suite.

The ultimate achievement here is decoupling interface concerns from any app tiers outside of the client in a reasonably secure way. This example closes a child window but its methodology could be applied to any UI updates needed cross-domain. If the API doesn’t need to know, then why tell it?
Read the article now

Garrick Thurston is a Software Engineer at Tiger Pistol leveraging 7+ years experience in web development. Outside of work, Garrick enjoys participating in the local music scene and collecting guitars and vinyl.

What's Up with WhatsApp Ads

What’s Up With WhatApp Ads?

WhatsApp ads are coming! Well actually, they’re already here, but they are expected to be coming again in 2020, only this time, in-app. It was only just over a year ago, in October of 2018, that Facebook enabled “click to WhatsApp” ads, which allowed marketers to deploy ads that allowed users to click direct into a WhatsApp conversation with a business. These features further evolved into the concept of “WhatsApp Business” – a separate app specifically for business owners using WhatsApp, that launched in April 2019.

Facebook’s development of their WhatsApp advertising offerings has been a slow burn since they acquired the Platform in 2014. Generally speaking, up until recently, WhatsApp was treated more independently of Facebook’s other major acquired property, Instagram. Instagram fully opened to advertisers in 2015, just 3 years after being acquired.

WhatsApp Business includes the ability to set up Business Profiles on WhatsApp as well as more distinct tools for business communication, such as auto-responses, and away messages. These WhatsApp changes are foundational, and a necessary step to fully unlock the advertising potential of the WhatsApp platform, with the expected launch of new ad formats that originate in WhatsApp, rather than taking users to it. It’s clear that Facebook likely has bigger plans for WhatsApp in mind.

Investing in WhatsApp’s advertising functionality is a no-brainer for Facebook, by the numbers, WhatsApp represents one of their largest, most engaged properties:

  • 1 billion WhatsApp accounts are active every day.
  • 1.5 billion WhatsApp accounts are active every month
  • 2 billion minutes of calls every day.
  • 450 million WhatsApp accounts are active on WhatsApp Status every day.

With such a massive user base using the Platform regularly, WhatsApp promises to be the next evolution of Facebook’s social advertising tools. However, though it should be mentioned, there is just one major caveat to the rise of WhatsApp, Facebook’s home market, the United States, doesn’t really use it. Facebook’s answer to this, has been to position Messenger as the go-to messaging option for advertisers in the US. In either case, WhatsApp’s emergence is a sign of the times. Messaging is to become a bigger part of the consumer experience and advertisers will be required to evolve to meet this new challenge, and we have every reason to believe that WhatsApp will be the first battleground.

What opportunity does WhatsApp represent? Better consumer data and experiences namely, in addition to considerable ROI potential for businesses large and small. A few examples from Facebook on early adopters:

PlayKids,  an education Platform for kids, saw a 90% decrease in lapsed subscribers when they started using WhatsApp Business to communicate directly with their customers over phone and email.

Sale Stock, an Indonesian fashion business, took a similar approach and began using WhatsApp Business as their primary communication channel. It quickly became their number one source of inbound chat traffic, with 90% of the messages delivered by Sale Stock read by their customers.

What makes WhatsApp and messaging-based social activations so exciting is their ability to generate both positive customer outcomes in addition to ROI for the business. This is especially true at scale. One additional case study comes from the Dubai-based logistics company Aramex. To date they’ve served over one million customers through WhatsApp Business, and saw a 19% decrease in inbound call volume to their support center since making the transition. What’s more, 41% of all shipment inquiries are now handled through WhatsApp.

One thing these case studies all have in common is they all involve integrating WhatsApp into customer service channels – the advertising elements only surfacing in the very bottom funnel, where messaging is deployed to drive retention and re-purchase. In part, this is not unexpected given that it’s much easier for businesses to communicate with existing customers rather than potential ones through direct messaging. To think that messaging could lead a customer acquisition strategy is a notion fraught with caveat and complication. While it may not ever be the leading strategy for some industries, it can be a compelling strategic element even in cases where proactive conversation is not already embedded in the sales process.

Imagine running an awareness or traffic campaign in WhatsApp, and retargeting people who viewed the ads, watched X% of the video, or viewed a product page with a direct message. Alternatively, immediate follow-ups off the back of WhatsApp ad clicks present another interesting frame, to instigate driving conversions via direct or bot-driven consumer communication. The possibilities are endless, but it can’t happen until Facebook’s tools catch up.

In the last year, Facebook has made the foundational steps for both WhatsApp and Messenger to play a larger role in advertising. The next step is a fuller integration with existing advertising tools by launching WhatsApp Ad formats with direct placement on WhatsApp and lowering the barrier of entry for advertisers.

I suspect 2020 may finally be that year where messaging as a distinct tactic, rather than an afterthought, within the Facebook marketing funnel will be fully realized. And soon our notion of a “social media campaign” might just change a bit to not only include targeting consumers on social media, but talking to them as well. Who knows, you may even find yourself reporting on “Conversations Started” in between discussing impressions and CPCs.

Ready to simplify social advertising, and enable local activation at global scale? Contact Tiger Pistol today.

After earning his Masters in Mass Communications in 2015, Chris Mayer worked at Facebook prior to joining Tiger Pistol as a Project Manager. He specializes in helping digital agencies and national brands build scaled Facebook advertising solutions with an emphasis on local activation. Outside the office, he enjoys, basketball, Formula One, and sharing opinions on film and television.

Raising Funds for Australia’s Heroes

Tiger Pistol is raising funds for The Country Fire Authority, whose amazing volunteers are putting their lives on the line to fight the bushfires in Australia.

Why is Tiger Pistol raising funds?
Our company was founded in Melbourne, Victoria in 2011, and we still have strong ties to Australia. With every day that goes past, our hearts break seeing the devastation across the country. We wanted to do something to show our support.

With skies turning red and giant clouds of smoke sparking widespread thunderstorms, no area of the country is escaping the effects of the blaze. Put simply, Australia needs our help, and the best way to do that is to help those controlling the fires.

How to Donate
Please consider a donation to our GoFundMe. All donations, no matter how big or small, will help the CFA to continue providing they services and support Australia so desperately needs.

Tiger Pistol’s fundraiser is organized by Talia Wachtel, VP, Client Management, who has been with the company for almost 8 years and is from Melbourne, Australia. The team at Tiger Pistol and Talia are raising funds that will be directly donated to the CFA (Country Fire Authority). Funds will be withdrawn on January 31st and will be donated immediately via https://www.vic.gov.au/bushfireappeal

Infographic: Facebook Advertising Best Practices to Drive Leads

Your business needs leads, and one of the best ways to fill your pipeline is through Facebook advertising. Get caught up on Facebook Advertising Best Practices for Lead Generation with this handy infographic.

Ready to scale your social advertising and drive leads to your locations? Contact Tiger Pistol today.

Checklist Avoiding the Common Pitfalls That Can Cause Your Facebook Ad to Underperform

Checklist: Avoiding the Common Pitfalls That Can Cause Your Facebook Ad to Underperform

Running Facebook ads can be tricky business, and it really doesn’t take much for your ad to get bitten by the underperformance bug. Here’s a checklist of common problems, coupled with ways to adjust your ads to ensure they are running correctly. 

PROBLEM: Ad is not approved Sometimes the issue isn’t the ad, but rather its delivery. Luckily this can be an easy fix, so here are some tips to make sure delivery and performance are not related. 

  • Make sure it complies with Facebook policyFacebook policy is something a lot of advertisers struggle with, and if you are a busy advertiser with a lot of notifications; you may not notice your ad has been disabled due to a policy violation. Facebook also has the ability to retroactively reject ads, so we highly recommend checking the ad’s status and making the proper updates. Also, be aware of which policy violation may be affecting your ad and see if it is a valid disapproval. Facebook isn’t perfect and may wrongfully flag the ad. 

Check out these past blogs on Facebook policy changes to ensure you’re in compliance: 

Revamping Your Strategy and Audiences for the Latest “Safe & Civil” Facebook Advertising Update

Decision 2020: Changes to Facebook’s Social & Political Ads Process

Keep Your Agents Compliant: Facebook’s New Rules for Real Estate Ads

  • The 20% text rule Originally, Facebook often disapproved ads with images that contained more than 20% text (logos included) because it interferes with the user experience. Now Facebook will approve a lot of these ads but limit their reach. Save the text for your headline, body, and link description. That is what they are there for! Use eye-catching and custom creative to attract viewers. Facebook offers a useful image text tool to verify your ad follows this rule. 

PROBLEM: Targeting – Targeting largely impacts how your ads are performing, and we want to make sure you find the sweet spot to help your ads succeed. If your ad is underperforming, consider tweaking the audience. Audiences that are too hyper-focused or extremely broad tend to impede results. At Tiger Pistol, we recommend an audience of at least 50,000 to run a successful ad. Here’s some specifics to consider: 

  • Audience Too Broad –  Don’t use your budget on impressions that don’t matter. We have found local advertising to be extremely successful when concentrating on those who will take action and support your business. Think about who and where your customers are. If you are a local coffee shop, most people won’t drive more than 10 miles for their latte. Target strategically and think critically about your customers.
  • Audience Too Narrow – Narrowing your focus may cause you to miss some opportunities. Consider these tips to expand your audience to reach new customers and increase sales or engagement. If they are your ideal audience, chances are your competitors’ will try to target them as well. Also make sure to remove unnecessary targeting parameters and restrictions, like demographic and detailed targeting options that both reduce your audience size to under 50,000 and aren’t helping your ad. You may be certain no one over 35 will buy your product, but is there data to prove that? Often narrow audiences are the result of assumptions. Opening up your targeting and letting Facebook’s optimization worry about serving ads can likely result in higher quality ads. If you need assistance with your audience, the Facebook Pixel is a simple and direct way for you to build audiences with first-party data – i.e. your own web traffic. Learn more about how you can harness the Power of the Facebook Pixel!

PROBLEM: Creative – Both your words and your pictures impact your ad rank, so beat out your competitors by showing and telling your audience what makes your business unique. 

  • Does it Fit Your Objective and Audience? Make sure you are targeting your audience with engaging and eye catching images! 96% of users are looking at content on their phones, so you want to optimize for mobile. We have also found that with text, less is more. Great ads present their information in a succinct way with a clear call to action.

  • Check Your Image Resolution A blurry or distorted image will not capture the response you are looking for. Make sure to use high quality images that are related to your business. Using tools like carousels or video creative can help give viewers fresh and exciting content! Find some businesses that inspire you and find out what draws you in about their creative. 

Facebook ads are a complicated mix of traditional advertising creative and digital best practices. All of these different elements must come together to build a unified ad unit. Audiences need to be relevant and made up of interested consumers, just as the creative needs to be compliant and resonate with said consumers. So pay attention to the construction of your audience, the quality of your content you serve them, and most importantly –  when in doubt test it out – especially if you’ve eliminated any technical issues or simple fixes, such as removing text from your image. Here at Tiger Pistol, our platform is designed for continuous A/B testing, automatically pushing winning ads forward and surfacing insights on particular elements such as image, copy, audience, and even down to the CTA button. Harnessing the power of social requires both a trained eye to both develop and manage the right content, but also requires the ability to adapt based on consumer behavior and campaign data. You too can conquer all elements of your social media campaign; it just takes the right mix of proactive action and smart data insights.

Learn how Tiger Pistol can optimize the performance of your local ads at scale. Request a demo today!

Yanira Durant is a marketing specialist for Tiger Pistol. An Austin local with a passion for social advertising, Yanira strives to break through the noise in fun and creative ways. In her free time, she enjoys exploring the city, trying great queso, and managing her pug’s Instagram account.

Tiger Pistol’s Top Social Advertising Blogs of 2019

Our social advertising experts have had a lot to say this year, providing insights and sound advice on the Tiger Pistol Blog. In case you missed some of the action, we’ve rounded up the best of the best blogs of 2019.

  • How Can my Brand Best Use our Locations to Drive Foot Traffic or Leads Through Social Advertising?
    Tiger Pistol’s Chris Mayer shows us examples of how to scale a national campaign locally by publishing your product messaging via your individual locations’ pages. Read More.
  • Revamping Your Strategy and Audiences for the Latest “Safe & Civil” Facebook Advertising Update
    Unsure about Facebook’s new Special Ad Categories? Tiger Pistol’s Analissa Moreno describes the changes and how they may affect your campaigns. Read More.
  • Tiger Pistol at Yext: Search and Social, the Yin and Yang of Online Advertising
    Get highlights from our YEXT ONWARD19 talk on the relationship between local social advertising and search — and how brands doing both are in for some big gains. Tiger Pistol’s Laura Sebo has the recap.
  • What Facebook’s new campaign budget optimization rules mean for your company
    Will Facebook’s new Campaign Budget Optimization requirements live up to the hype? [We think so!] Read More from Tiger Pistol’s Chris Mayer.
  • How High-Volume Advertisers Benefit from Facebook’s New Parent/Child Business Manager Structure
    Unlock scale and speed to revenue with Facebook’s new Parent/Child Business Manager. Let Tiger Pistol’s Casey Zaffin show you how it works.
  • What Facebook’s Second Wave of Data Privacy Tools Means for Advertisers
    Now they see it, now they can control it. Facebook is allowing users to disconnect all of their Off-Facebook activity. Tiger Pistol’s Amy Abell tells you what it means for advertisers.
  • Decision 2020: Changes to Facebook’s Social & Political Ads Process
    Are your ads getting flagged? It might have something to do with Facebook’s updated Political Policy. Tiger Pistol’s Analissa Moreno tells us how you can avoid any hassle.
  • 10 Tips for Brands to “Go Local”
    How can your brand best use your locations to drive foot traffic or leads through social advertising? Find out with these 10 Tips from Tiger Pistol’s Laura Sebo!
  • The Facebook Pixel: Uses and Best Practices
    Tiger Pistol’s Laura Kraay offers a whimsical guide to building audiences and measuring success with the
    Facebook Pixel.

At Tiger Pistol, we appreciate every expert on our team, so as a bonus blog, here’s a little write-up about our amazing company culture.

The Team that Cooks Together Stays Together
Recently the Tiger Pistol Team took their creativity into the kitchen for a collaborative culinary event.  See the pics and learn more.

Thanks for reading the Tiger Pistol Blog this year! See you with more insightful content in 2020.  Want to learn more about Tiger Pistol? Contact us Today!

Facebook Pixel Uses and Best Practices

The Facebook Pixel | Uses & Best Practices

According to Facebook, “The Facebook Pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.”

But what does that really mean?

The Facebook Pixel is a piece of code added to a website that tracks user data through cookies, allowing you to access useful analytics about customer website behavior. This data can then be used to inform strategy and find new potential audiences. Here are just a few concrete ways the Pixel helps advertisers: 

  1. You can now show social ads specifically to people who visited your website.
  2. You use your website visitors to build a Lookalike Audience to find and target new customers that have similar interests/behaviors/demographics as your current ones.
  3. You can utilize more more Facebook optimizations, such as Landing Page Views.

The Facebook Pixel is like a net that catches all user activity (referred to as events) and allows marketers to use these events to optimize and create more powerful ads. Facebook has seventeen standard events set up, such as  ‘Add to Wishlist,’ or ‘Complete Registration. ’ Custom events also allow users to add input their own categories.

This has clear and instant appeal for e-commerce, but the Pixel offers unique opportunities for all advertisers. The Pixel also gives retailers the chance to create custom audiences that can be useful in re-marketing efforts. Additionally, Pixel data can also be used at scale with the ability to share information across SMBs or rolled up into corporate systems. This way, brands can use location level data to help form more targeted audiences. 

The Pixel also offers the ability to create Lookalike Audiences from custom audiences. This creates a brand new audience which mirrors the preferences and values of the original. In “The Power of the Facebook Pixel,” Chris Mayer writes how Lookalike audiences are a great way to find new customers without relying on dwindling 3rd party data:

The lookalike process is anonymized: you won’t know exactly what traits the hash aggregates, but that’s okay. The resulting Lookalike Audience generated will include users with similar characteristics whom have not yet visited the website.

Clothing company Wren + Glory used value-based, international lookalike audiences on Facebook and Instagram to expand the company’s sales outside of the US.  They received 62% more orders compared to the previous period. 

In a world where data is crucial, the Pixel helps establish clear results. In fact, Gold’s Gym used data from their Facebook Pixel to learn that their recent Facebook ads produced a 2.2X lift in free trial sign-ups. Geoff Tobey, their Director of Digital Media mentioned that by “being able to jump into a Facebook testing opportunity, we learned that ads in Messenger Stories were more successful in driving an incremental lift in leads, and lowering cost per conversion, than we’ve seen on other channels.”

Whether you’re looking to test new optimizations, employ re-marketing strategies, or find new customers, social media advertising allows customization and proven results. The holidays may be a whirlwind, but the Pixel can help you stay on track along the way. 

Learn more about Facebook Advertising Best Practices from Tiger Pistol’s experts. Browse our resources now.

Tiger Pistol Furthers Investments, Outlines Goals for Data and Analytics

Tiger Pistol Furthers Investments, Outlines Goals for Data and Analytics

Focus on Surfacing Unique Customer Insights and Building New Features Around Data Science Backed Recommendations

To align with its efforts to better collect, present, and utilize data to show the real value of social advertising, Tiger Pistol, the only social advertising platform that delivers local activation at global scale, recently announced a series of data engineering hires to accelerate the continued evolution of the company’s data and analytics capabilities.

“As the advertising technology landscape becomes more competitive, the ability to integrate and better leverage data will become a key differentiator,” said Paul Elliott, CEO, Tiger Pistol. “More than 90% of all purchases are still made offline, yet most advertisers remain largely blind to the connectivity between their advertising and these offline transactions. Sure, data exists for phone calls, leads, and online traffic, but there remains a large void when it comes to tying digital advertising to the actual sale. The team at Tiger Pistol is working to solve that very problem by connecting social advertising through the Tiger Pistol platform to real world engagement.”

Leading Tiger Pistol’s Data and Analytics team is recently hired Senior Data Engineer Matt Liszewski. Liszewski comes to Tiger Pistol from Companion Labs, where he led efforts to analyze, optimize, and automate Facebook ad spend. Liszewski has 15-plus years’ experience architecting high performance APIs and data intensive applications with both distributed and local teams. He’s been involved in full software development life cycles including requirements gathering, design, development, testing, and support.

“Matt has spent the majority of his career tackling difficult business challenges through the application of technology, so he was the perfect fit to lead our Data Engineering team. In our quest to deliver more value and advanced capability to our clients, we have some tough industry challenges to solve, and I am confident that Matt will lead us there,” said Elliott. “We’re excited about adding Matt to the Tiger Pistol team and can’t wait to see the opportunities Matt’s efforts will unlock.”

Additionally, Darshan Pradhan was recently hired to work with Liszewski as a Senior Application Engineer. He comes with 15 years’ experience developing and architecting software systems at digital and social advertising companies focused on leveraging data and analytics to provide optimized results to marketers. He has previously worked with Liszewski at Knotice/IgnitionOne, where he helped develop a digital marketing and data management platform focused on utilizing first- and third-party data to deliver personalized dynamic content via email, SMS, and display, and at Companion Labs, where he helped maintain and enhance the Facebook Ads data intake process, as well as led the development on the Google Ads data intake.

“Darshan will be focused on helping establish data intake patterns for integrating third-party data sets into Tiger Pistol’s data and analytics feature,” said Liszewski. “He’ll be working closely with the Product Development team to integrate existing applications with the new analytics feature, introducing a new Reporting and Analytics API, and working on the integration of new third-party data sets.

The team will evolve Tiger Pistol’s data and analytics capabilities to fully unlock the potential of existing Facebook insights data, as well as allow for the easy integration of third-party data sets.

“By enhancing our data and analytics foundation, Tiger Pistol is now able to provide unique insights to its customers as well as introduce new features around data-science backed recommendations,” said Elliott. “This foundation will also allow the Tiger Pistol team to demonstrate clear value to current and prospective customers.”

To learn more about how Tiger Pistol, the world’s #1 social advertising automation platform for local, unlocks local activation at global scale for brands, resellers, and agencies contact us today.
Tiger Pistol Adds Two Industry Product and Sales Veterans to Executive Leadership Team

Tiger Pistol Adds Two Industry Product and Sales Veterans to Executive Leadership Team

Andrew Gilligan and Jason Johnson Tapped to Lead the Next Phase of Growth of Tiger Pistol’s Social Advertising for Local Platform

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, recently expanded its executive leadership team with the addition of Andrew Gilligan as SVP, Product; and Jason Johnson as VP, Enterprise Sales. 

“Andrew’s and Jason’s hiring is part of Tiger Pistol’s continued investment in operations, product development, and client acquisition and success,” said Paul Elliott, CEO. “Together, their seasoned talent and industry perspective will build on Tiger Pistol’s industry-leading foundation by identifying and innovating ahead of our clients’ and prospects’ social advertising needs and desires.” 

Andrew Gilligan, SVP, Product, Tiger PistolGilligan will lead the next stage of Tiger Pistol’s product innovation. He has been leading product development for 15 years, ranging from ad exchanges to artificial intelligence assistants. Prior to Tiger Pistol, Gilligan was the VP of Product at RetailMeNot, focusing on location-based shopping products and personalization. He also designed OpenX’s Header Bidding solution to help publishers make more revenue, led Smaato’s mobile ad exchange for app developers, and led product for LiftDNA through its acquisition. 

“Tiger Pistol continues to expand at breakneck speed, with tons of clients that want to run hyper-localized, paid social advertising campaigns at scale,” said Gilligan. “I’m excited to expand our partnership with Facebook, as well as be part of the amazing team that will further accelerate the next phase of the company’s growth.”

Jason Johnson, VP, Enterprise Sales, Tiger PistolJohnson will lead the Tiger Pistol sales team, driving new client acquisitions, and providing strategic insights to support Tiger Pistol Platform innovations and client success. He brings twenty years of experience as a strategic enterprise software sales executive and leader. Johnson comes to Tiger Pistol from Kenshoo, where he served as VP Enterprise Sales. He has also held sales leadership positions at Salesforce, Sage Software, Microsoft, and Oracle. He has managed and sold to top global brands like Apple, Uber, REI, Expedia, Zillow, Nordstrom, Seagate and Yahoo. 

“In addition to leading an aggressive sales team expansion, I’m eager to reinforce Tiger Pistol’s values and their position as a trusted partner for global brands, resellers, and agencies who recognize the importance of social advertising at scale,” said Johnson. “I’m thrilled to join Tiger Pistol’s executive team and humbled to work alongside such an incredibly talented group of professionals who are laser-focused on our clients’ success, fueling the company’s dynamic growth.” 

To learn more about Tiger Pistol’s social advertising tools and how Tiger Pistol, the world’s #1 social advertising automation platform for local, unlocks local activation at global scale for brands, resellers, and agencies contact us today