Facebook Campaign Performance Playbook

Running Facebook and Instagram ads can be tricky business, and it really doesn’t take much for your ad to get bitten by the underperformance bug. Achieve campaign success with ease. Check out our 5-step playbook for creating or troubleshooting campaigns. Read it now.

 

10 Amazing Things About Working at Tiger Pistol

While the team at Tiger Pistol enjoys time off for Labor Day, today also gives us the opportunity to reflect on what makes Tiger Pistol such a great place to work. We posed the question this week to the team, and while there are oodles of things that make Tiger Pistol amazing, these were the top 10 most frequent replies. 

  1. Absolutely, positively the people!


2. Our team mentality of knowing that everyone’s success is your success. One new team member says, “Something that’s top of mind is how friendly and helpful everyone has been as a new Tiger Pistol team member. They’ve been available and accessible (across departments and teams) for me to ask questions and meet with to learn more.”

3. Having the opportunity to work with some of the biggest brands, SMB resellers, and agencies in the world.

4. Getting to really know each other as friends, through (now online) game nights, happy hours, volunteerism, company outings, and our weekly, turn-taking Ask Me Anything sessions.

5. The innovative mindset – Our team is always brainstorming product enhancements and the best ways to achieve client success. 

6. Our open-door policy, where everyone feels seen and heard. 

7. Having to explain to people what on earth a Tiger Pistol is. This is the first question we get asked when we tell people where we work. Explaining that our company is named after a shrimp, explaining why, and getting to watch the reaction on people’s faces truly never gets old. 

8. Coffee and Collaboration (We really miss our on-tap cold brew and office espresso machine!)

9. Always feeling connected to each other, even with offices in two different states and remote team members across the country.

10. Our fun slack channels that keep everyone connected and entertained during social distancing. We share pictures of our kids and pets, what we’re reading, what we’re cooking, what we’re watching, where we’re volunteering, and more!

A Sampling of Tiger Pistol Pets

Put simply, our team celebrates our clients, our wins, our families and pets, and each other. That’s an environment where employees can constantly strive to grow, learn, improve, and win, and never miss the opportunity to positively add to our company’s culture.

Want to learn more about joining the Tiger Pistol team?  Check out Careers at Tiger Pistol!

On-Demand Webinar: How Going Local Made Anheuser-Busch InBev the Toast of Towns Around the World

By investing in localized marketing, Anheuser-Busch InBev aggregated touchpoints in communities around the world. 

Watch and learn how AB InBev’s bottom-up approach to advertising generates larger and more meaningful results for its brand, drastically lowering cost of advertising, increasing consumer engagement, and fostering loyalty among its worldwide network of bars, restaurants and retailers. AB InBev reveals how Tiger Pistol’s technology enables this global-to-local strategy, and explains how its versatility helps them promote its local recovery and revitalization initiative for its establishments around the world.

Key Takeaways

  • Pairing AB InBev brand equity with local establishments drives a more personal connection with the consumer, increasing relevance 
  • Publishing ads at scale can still be personalized and meaningful
  • Publishing ads at scale does not need to be an expensive endeavor requiring a huge staff
  • Local advertising with the right technology makes pivoting simple and efficient

Speakers

Daniel Ingram, Global Director of Trade Innovation, Anheuser-Busch InBev

Daniel develops, tests, and scales innovative media, technology, and hardware programs for bar and retail customers across ABI’s global footprint to enhance consumer experiences and drive incremental sales. Daniel is a Level II Certified Cicerone, and is passionate about bringing people together over a great pint of beer.

Talia Wachtel, VP Client Management, Tiger Pistol

Talia has extensive experience working with national and global brands to generate meaningful business results from digital marketing. Talia’s expertise lies in the productization, go-to-market and operational fulfillment of scalable social ad products, with brands such as Realogy, Yellow Pages, Anheuser-Busch InBev and Web.com leveraging her to consult on the ideation and launch of successful social ad solutions to their end advertisers.

Ready to see how Tiger Pistol can develop a global-to-local strategy to suit your brand’s needs? Contact us today!

Should I Stop Worrying So Much About Facebook Placements?

So you’re creating a Facebook ad, and you’ve done all the hard work. You have compelling imagery, persuasive copy, and a cohesive message that will entice your audience, but you’re just not sure where to best display the ad. You know there are plenty of display options, but how are you supposed to know which placement will give you the most performance? While this might sound like a difficult decision, Facebook’s Automatic Placements option actually makes it one of the easiest steps in the entire ad creation process.

When you run an ad on Facebook, the platform’s algorithm will continuously optimize the delivery of that ad to get you the best results, and this kind of optimization is also available for placements. Facebook themselves state that Automatic Placements will concentrate your budget on the combination of placements that is most likely to get you the best overall results, and they recommend it as one of their advertising best practices. Let the algorithm do all the hard work of figuring out where to show your ad; you just focus on making sure the ad itself is as high-quality as possible.

Utilizing Automatic Placements also allows you to cast your advertising net as wide as you can without the risk of spending too much of your budget on an ineffective placement. Your ads might perform extremely well under a placement that you would’ve otherwise ignored, and even if you include a placement where your ad doesn’t perform particularly well, Facebook will realize this and optimize your budget for a different, more effective placement. Automatic Placements can be especially useful if you’re advertising at a large scale where individual manual optimization would be a daunting and extremely time-consuming task.

You might be a little wary of relinquishing control of your ad placements for things like Brand Safety and absolute peak campaign performance, and there are valid reasons to turn off Automatic Placements in those scenarios. However, unless you see hyper-specific trends in terms of engagement on one particular platform, it’s usually best to try and spread your ad out across several different placements instead of putting all your advertising eggs into one basket. Facebook also offers Brand Safety controls so that you can block any apps, websites, or Facebook Pages where you don’t want your ads to appear. This allows you to continue taking advantage of Automatic Placements while still adhering to your brand’s important safety guidelines.

Automatic Placement is an extremely powerful tool that every advertiser should consider putting in their Facebook advertising arsenal. It saves time, money, and can even reveal trends in your targeting audiences that would’ve otherwise gone undiscovered. Depending on your situation, it might be worth it to consider Automatic Placements and take the guesswork out of your advertising.

Unpacking Facebook’s New “Leads Center”

Facebook announced a new feature on Business Pages called Leads Center. With this new feature, leads collected on Facebook through Lead Generation campaigns now auto-populate inside the Leads Center. New tools also make managing leads easier: 

  • Set reminders to follow up, assign an owner to your leads, or add notes to their contact information
  • Filter by category, owner, label, or date
  • Create Custom or Lookalike audiences based on how you categorize your customers
  • Directly email leads from the Leads Center

While Leads Center introduces some lightweight CRM-like management options of leads, data has shown that the primary success KPI on leads is response time:

  • Contact and qualification rates drop dramatically in just minutes and continue to decrease over the next few hours (Harvard Business Review)
  • Sales Conversions are 391% Higher in the First Minute (Vendasta)
  • 78% of Customers Buy from the First Responder  (Vendasta)

Facebook’s Lead Center solution does not entirely solve for response time, especially for SMBs and businesses that prefer to call leads directly. Doing so quickly is paramount, so the immediacy of follow-up is most important.

The Leads Center is a great place to organize and manage leads, but if you are most concerned with response times, it doesn’t offer much additional help in that area. Users are still reliant on Page notifications, or self-directing into Ads Manager, Leads Page Management, and the like to grab leads as they come in.

Tiger Pistol’s lead delivery system prioritizes immediacy, and offers advertisers flexibility across multiple different lead management systems. 

  • Automatic Lead Notification Emails : Our Platform immediately recognizes a new lead coming through on a campaign and emails the specified account contact(s) the lead information instantly, enabling businesses the ability to immediately reach out to leads when they come through. End-users can also customize the cadence and frequency of these notifications from instant, to once daily, or a weekly summary. 
  • Leads Webhook : For delivering leads securely into external and third-party systems, Tiger Pistol also offers a webook that can send leads anywhere using a callback URL in real time. This means that leads can also simultaneously be sent into CRMs such as Salesforce, Zoho, or custom built applications.

In truth, the best lead management solution is multi-faceted. With instant notification, you solve the most important issue of responding quickly. This is where Facebook Leads Center comes back in and can provide added value to advertisers regularly managing leads. Facebook Leads Center centralizes all leads collected and allows for aggregate lead management options, outside of the immediate first follow-up, such as a view of all historical leads, allowing you to categorize them or even build custom audiences to use in future campaigns. 

Tiger Pistol’s lead delivery options complement Facebook’s Lead Center, just as they complement connections into external systems. You can gain the response benefits of immediate notification plus a solid management solution with almost no barrier to entry. For SMBs looking to take more control of their leads, the Leads Center is sure to become a valuable tool. Yet tagging and categorizing leads will only take you so far. Their value is still very much concentrated on your ability to respond to them quickly and convert them.

Chris Mayer, a Solutions Engineer at Tiger Pistol, specializes in helping digital agencies, SMB resellers, and global brands build scaled Facebook advertising solutions with an emphasis on local activation.

Tiger Pistol Named to Inc. 5000 List

Tiger Pistol Ranks No. 1425 on the 2020 Inc. 5000 with Three-Year Revenue Growth of 311.4%

Inc. Magazine recently revealed that Tiger Pistol, the only social advertising platform that delivers local activation at global scale, is ranked No. 1425 on its Inc. 5000 list, the most prestigious ranking of the nation’s fastest-growing private companies. 

The list represents a unique look at the most successful companies within the American economy’s most dynamic segment—its independent small businesses. Intuit, Zappos, Under Armour, Microsoft, Patagonia, and many other well-known names gained their first national exposure as honorees on the Inc. 5000.

“We are honored to be recognized not only as one of the 1500 fastest growing private companies in the country, but also in the top 150 in the advertising and marketing segment,” said Paul Elliott, CEO, Tiger Pistol. “Our team takes immense pride in delivering huge impact, driving efficiency and speed to market for our global brands, agency, and reseller clients. Our hyper-local approach to advertising has truly taken on new meaning in light of COVID-19, as advertising has narrowed its parameters from region to region or block to block to actual individual businesses, many of whom are relying on local advertising in their recovery efforts.”

Not only have the companies on the 2020 Inc. 5000 been very competitive within their markets, but the list as a whole shows staggering growth compared with prior lists as well. The 2020 Inc. 5000 achieved an incredible three-year average growth of over 500 percent, and a median rate of 165 percent. The Inc. 5000’s aggregate revenue was $209 billion in 2019, accounting for over 1 million jobs over the past three years.  

“Continued focus on deepening our product offerings and expanding into new industry verticals and emerging markets have allowed us to grow our existing customer relationships as well as build new ones, which has resulted in significant year-over-year growth,” said Anthony Antonelli, Vice President of Finance, Tiger Pistol. “Additionally, we’re proud to be one of few companies of late continuing to grow and invest in our team, with open positions ranging from technology engineers to client-success specialists, who are regularly helping our clients solve problems, and client managers, who build and own the relationships with our clients.”

Complete results of the Inc. 5000, including company profiles and an interactive database that can be sorted by industry, region, and other criteria, can be found at www.inc.com/inc5000. The top 500 companies are also being featured in the September issue of Inc., available on newsstands August 12. 

The 2020 Inc. 5000 is ranked according to percentage revenue growth when comparing 2016 and 2019. To qualify, companies must have been founded and generating revenue by March 31, 2016. They had to be U.S.-based, privately held, for profit, and independent—not subsidiaries or divisions of other companies—as of December 31, 2019. (Since then, a number of companies on the list have gone public or been acquired.) The minimum revenue required for 2016 is $100,000; the minimum for 2019 is $2 million. As always, Inc. reserves the right to decline applicants for subjective reasons. Companies on the Inc. 500 are featured in Inc.’s September issue. They represent the top tier of the Inc. 5000.

This is the second recognition for Tiger Pistol by Inc. Magazine. Earlier this year, Inc. Magazine ranked Tiger Pistol in the Top 100 on the Inc. 5000 List of Texas’s Fastest Growing Private Companies and in the top 5 among advertising and marketing companies. 

About Tiger Pistol 

Tiger Pistol is the world’s #1 social advertising automation platform for local. For nearly a decade, the company has been obsessively focused on building the world’s most effective social advertising platform for global brands, resellers, and agencies who realize the power of local activation at scale. As a preferred Facebook Marketing Partner and the largest third-party publisher of social advertising for local, Tiger Pistol creates, deploys, manages, and optimizes high-performance Facebook and Instagram ads at unprecedented scale, with over 800k Facebook and Instagram campaigns published to date. Tiger Pistol’s first of its kind technology delivers meaningful and measurable business impact for brands, resellers, and agencies alike, helping to unlock value and efficiency through innovation-led social advertising automation. Tiger Pistol is the most awarded and recognized social advertising platform of 2020.  Visit TigerPistol.com, or follow on Twitter, Facebook, or LinkedIn.

About Inc. Media

The world’s most trusted business-media brand, Inc. offers entrepreneurs the knowledge, tools, connections, and community to build great companies. Its award-winning multi-platform content reaches more than 50 million people each month across a variety of channels including websites, newsletters, social media, podcasts, and print. Its prestigious Inc. 5000 list, produced every year since 1982, analyzes company data to recognize the fastest-growing privately held businesses in the United States. The global recognition that comes with inclusion in the 5000 gives the founders of the best businesses an opportunity to engage with an exclusive community of their peers, and the credibility that helps them drive sales and recruit talent. The associated Inc. 5000 Conference is part of a highly acclaimed portfolio of bespoke events produced by Inc. For more information, visit www.inc.com. For more information on the Inc. 5000 Conference, visit http://conference.inc.com/.

Global Analysis: Tracking Facebook and Instagram CPMs Alongside Covid-19 Active Cases

Several weeks ago, Tiger Pistol’s Paul Elliott, CEO, began tracking a global analysis of the weekly growth of active COVID-19 cases in eight countries to determine how they correlate with the average Facebook and Instagram CPMs during the same time*, all to discover if CPMs could be a leading indicator of economic recovery.  Since then, we’ve been closely monitoring the trends outlined in Paul’s original publication and will be offering  insights as they arise in the data.

Updated August 6, 2020

With July over, the formal #StopHateForProfit boycott has ended. As a refresher, more than 1,100 advertisers paused advertising on Facebook and Instagram for July. Some advertisers have doubled-down on their commitment to their customers and will continue to freeze spend on the platform for the foreseeable future.

Despite the boycott, Facebook reported a 10% year-over-year increase in advertising revenue, which isn’t as surprising as it seems, seeing as most of Facebook’s advertising revenue comes from small- and medium-sized businesses

From a health perspective, things have escalated across the globe, some more rapidly than others. Notable highlights include:

  • In the United States, the number of active cases grew week-over-week, while CPMs rose and fell. 

  • In Australia, a “state of disaster” has been declared for the state of Victoria due to a steep increase in cases. Our friends in Melbourne are now under a curfew for the foreseeable future due to a “Stage 4” level restriction in the area. CPMs for July rose and stabilized at the end of the month.

  • Spain saw a large increase in cases towards the end of the month, but experienced a recovery in CPM after experiencing a small drop mid-month.

  • Canada, on the other hand, realized an 80% decrease in its active cases week-over-week in a stunning change, while only seeing a small drop in CPM. An article in the Washington Post contributes Canada’s success to a number of factors, most notably, “The Canadian people have been less divided and more disciplined. Some provinces and territories could have locked down sooner, analysts say, but once measures were announced, they were strict, broadly uniform and widely followed.”

It’s clear that Facebook as a platform is a major outlet for advertisers big and small. With audiences engaged more than ever, it makes the decision to continue an advertising boycott dedicated to a single technology even more difficult. With fall quickly approaching and school shopping on the horizon for us in the U.S., absence from an ads platform could cause a considerable revenue hit for many companies’ forecasts.

Updated July 17, 2020

Halfway through July, we’re still seeing surges in the United States and Brazil. Australia has seen a shocking increase in cases from the start of the month. It’s fair to say that there is a loss of correlation between cases and CPMs, most likely because of the inconsistency of closures and pandemic guideline messaging. In countries like the US, Australia, and Canada, where national economic reopening is continuing, CPMs have risen even as active cases rise.

In Spain and Brazil, where active cases have also risen, CPMs have done the opposite and fallen, a conundrum.

Even more confusing, Germany and Italy have seen active cases dropping, but their CPM has also dropped by 22% to 32% week-over-week.

We intend to keep tracking to keep abreast of any trends that may emerge, revisiting the data monthly during the pandemic and recovery to identify correlations.

Updated July 10, 2020

We’re officially in the second half of the year, and cases are still rising in countries like the United States and Brazil, with numerous U.S. cities posting daily records. From a medical perspective, in the United States, multiple states are beginning to mandate residents wear masks in an effort to slow the spread and businesses are moving back to partial opening or closure.

We’re also nine days into the #StopHateForProfit campaign, which saw a 32% drop in CPMs week-over-week in the U.S. Whether this drop is connected to the shift away from Facebook spend or the rise in cases remains to be seen.

Canada saw the steepest drop in CPM with 42% week-over-week.

Germany is the outlier in this week’s report. They’ve not only seen a drop in cases this week, but their CPM is the only one to rise this week. 


Updated July 2, 2020

A few days ago, we hit 10 million global COVID-19 cases, a milestone we didn’t think we’d see a few months ago. Now entering the third quarter of 2020, we might begin to see some fluctuations as governments enact long-term plans for the safety and well-being of their citizens.

Overall, we’re seeing cases spike in the United States and a continued rise in Brazil.

In other countries, a slight uptick in cases, but the same sort of fluctuations in CPM from week to week. Within July, we may also begin to see effect of #StopHateForProfit on Facebook advertising, but this might only affect US CPMs. 

Curiosities:

  • Italy has made the biggest comeback, with their CPM regaining strength this week to the highest level since before we began tracking.
  • Canada & Spain are also seeing CPM strengthening.
Updated June 26, 2020

This week’s overarching message can be stated in a word: Instability. Some countries are trying to decide “is this over?,” while others are clearly not out of the woods. 

We’re still in Wave 1 in most places, and a case could be made for Wave 1.5. Studies are showing that being in enclosed places (restaurants, bars, etc.) increases the likelihood of contracting the virus, which leads to a lot of businesses having to make the decision whether or not to reopen or stay closed. Through the end of Q1 and beginning of Q2, it’s clear there was stability in most of the countries.

United States/Canada: Three of the largest populated states in the USA have begun experiencing a rapid spike of cases within the last week, leaving governors to decide to continue or halt phased openings. June as a whole saw an increase in overall CPM, after an initial dip at the start of the month, but with the uncertainties surrounding freedom of movement during the summer, we’re predicting CPMs may drop again in July (as seen in the last week). 

EU: The EU ramped up opening its borders, with most of the countries listed below open to travelers on the continent. Spain has seen a resurgence in cases and while they reopened their borders, a mandatory quarantine is in place and CPMs – while overall had steadied, plummeted the first weekend of reopening. Italy, similarly to Spain, has seen a sharp rise and fall of CPMs in a 3-week period, but have not seen a rise in cases (except for a new set of cases in the southern part of the country). Germany is all over the map, with sharp rises and drops, garnering attention as while the country was set to reopen fully, officials were forced to put that on hold due to a case flare up.

Australia: Australia managed to deal with the outbreak pretty swiftly, with a short spike and then drop off of cases. This has led to a steady rise of CPMs for the region.

Late outbreaks:

Brazil – Brazil as a country is really struggling, drawing eyes not only from a public health crisis perspective, but also from a “discount” perspective. CPMs remain steady since their drop in Q1, as the country has yet to see a drop in cases.

For continued updates, be sure to bookmark this page. To learn more about Tiger Pistol and social advertising at scale for SMB resellers, agencies, and global brands, contact us today!

Localogy Live: Interview with Tiger Pistol CEO Paul Elliott

Recently, Localogy’s Mike Boland chatted with Tiger Pistol CEO, Paul Elliott, about driving social advertising success on a local level for enterprise brands, agencies, and SMB resellers alike. As Tiger Pistol continues to grow, its sights are set on further penetration among the enterprise market. Elliott reveals how the organization has been structured to serve these unique customer sets from both a sales and a product perspective.

“We can accomplish the things that everything else says “no” to. Those things that are just assumed that you can’t do or that they are too big, they’re too scary, they’re too hard – that’s what drives us forward.”
– Paul Elliott

Watch the on-demand video now on Localogy.com.

Best Practices for Facebook Audiences: Part 3 – Navigating Facebook Special Ad Categories

In order to comply with all rules and regulations surrounding anti-discriminatory practices, Facebook began enforcing new rules for the way Housing, Credit, and Employment advertisements were managed. Housing, Credit, and Employment ads must be certified as such. The certification process is done at the campaign level and involves checking the following box and republishing:

When you republish, you’ll also need to ensure your ad complies with the audience parameters for Special Ads. This guide outlines what kind of verticals are commonly impacted by this policy and how you can ensure that your ad complies.

Housing Opportunity (or related service): Ads that are running housing-related content. This can include listings for the sale or rental of a home or apartment, homeowner’s insurance, housing repairs, and more.

Employment Opportunity: Ads that promote or directly link to an employment opportunity, including but not limited to part- or full-time jobs, internships, or professional certification programs. Even if you’re just running a one-off employment opportunity, you’ll still need to make sure it is certified.

Credit Opportunity:  Ads that promote or directly link to a credit opportunity, including but not limited to credit card offers, auto loans, personal or business loan services, mortgage loans, and long-term financing. This also includes brand ads for credit cards, regardless of a specific offer. This is an especially important category for auto dealerships, as ads are often associated as part of a credit opportunity.

This infographic breaks down how Special Ad Categories affect different aspects of Facebook targeting including location, language, age/gender, Saved Audiences, Detail targeting and custom audiences.

Just because you don’t think your business applies here, make sure to be on the lookout for incorrect Special Ad category flags. For example, Facebook might associate the word “work” in your ad’s body copy as being an ad related to employment. If this happens, you can go to the ad level and request an appeal.

It’s also important to know that certification for Special Ads is always done to the individual ad. This means this is a step you’ll need to take for any current and future Special Ads.

Having less choices about your audience doesn’t have to be a limitation. It just means you could focus on finding the media or CTA that is resonating the most with your audience. Perhaps leveraging the possibilities of Facebook Stories will help you engage consumers? The exciting part about social advertising is that there are endless possibilities to help your ads stand out from the rest.

Miss the first two articles in our Best Practice for Facebook Audiences series?  Find them and other social advertising best practices on our Resources Page

Laura Kraay is a marketing services specialist for Tiger Pistol. She got her MFA in creative writing. Outside of work, you’ll likely find her doodling, reading, or spending time with family.

Best Practices for Facebook Audiences: Part 2 – A/B Testing: When in Doubt, Test it Out!

If you’re worried your social media ads are getting stagnant, an A/B test can provide a needed refresh. Running two ads that have only one varying element can offer valuable insights about what is working (and what’s not!) as well as inform strategy for future social campaigns.

A/B testing can be particularly helpful when determining audience. For example, if your goal is to grow your audience base, you could try targeting a lookalike of website traffic against a broad/detail targeting audience. The broad audience will help you continue to establish your customer base and the lookalike will help ensure some of your ads are also directed at users similar to your best customers.

Perhaps you’re still waiting for your Pixel data to gather? Try testing media and move to the audience later. In a world of endless customization, A/B testing offers a low-pressure scenario to freshen up your campaigns and learn more in the process.

Online retailer Sole Society wanted to compare how the square image format performed compared to a traditional landscape format. The ad featured the same pair of black boots. They learned that the square image outperformed the rectangular one and delivered a 27% increase and sales and 32% increase purchased products. For future campaigns, they could now feel more confident in selecting square images.

When trying to decide what to test, focus your goal on what you ultimately want to learn. Perhaps you want to sell more products, get more in-store visits, or simply want to more fully understand a particular aspect of your business. Stepping back like this can help you examine which of Facebook’s tools may work best for your needs.

Read the next post in my Best Practices for Facebook Audiences series, where I share how to create audiences that comply with Facebook Special Ads Categories. Miss the first article in this series? Check it out here.

Laura Kraay is a marketing services specialist for Tiger Pistol. She got her MFA in creative writing. Outside of work, you’ll likely find her doodling, reading, or spending time with family.