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

Your social advertising strategy and audiences may need a bit of an overhaul to align with updates to Facebook’s “Safe & Civil” Advertising Policies, especially if they fall within particular categories.

Last year, I wrote an analysis of Facebook’s swift changes to Housing, Employment and Credit Opportunities Policy. The Non-Discrimination Policy, as it became know, was born from a complaint issued by The U.S. Department of Housing and Urban Development (HUD). Part of the social network’s solution was to remove “over 5,000 targeting options to help prevent misuse,” in an effort to keep Facebook advertising “safe and civil” by promoting a positive social advertising atmosphere.

Fast-forward to 2019, Facebook announced that one of their “top priorities is protecting people from discrimination” on their Platform, and as a part of their settlement with the groups that filed lawsuits against them, they would be enacting changes to protect Facebook users. These amendments include:

  • Changes to geolocation targeting by the elimination of zip code targeting;
  • Changes to age and gender targeting; and
  • Limited detailed targeting parameters for housing, employment, and credit opportunity campaigns.

By August, the above changes became what is now known as the Special Ad Category. Every US-targeted campaign – yes, campaign – that corresponds to a housing, credit, or employment opportunity must have one of the three categories applied – a major change considering the previous iteration certified compliance for the entire ad account.

Campaign audiences also take a hit. On top of previously announced changes to gender, age, and zip code targeting, users could no longer target by multicultural affinity “or any detailed options describing or appearing to relate to protected characteristics In other words, Special Ad Category campaigns are meant to target the broadest audience possible.

You may be wondering “what about my Lookalike and other Custom Audiences?” Those were nixed too. Instead, advertisers can opt for Special Ad Audiences that are built in a similar fashion to previous custom audiences but ignoring age, gender, or zip code.

How do you choose correctly?

Choosing a Special Ad Category is pretty simple. Nine out of ten times if you have an inkling your campaign is going to be flagged, it will be. So, what options can you choose?

In Facebook’s Help Center, you can find a guide to choosing the correct category. The breakdown Facebook provides is as follows:

  • 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 that include a specific credit offer.
  • 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. Related ads that fall within this category include promotions for job boards or fairs, aggregation services, or ads detailing perks a company may provide, regardless of a specific job offer.
  • Housing Opportunity or Related Service: Ads that promote or directly link to a housing opportunity or related service, including, but not limited to, listings for the sale or rental of a home or apartment, homeowners insurance, mortgage insurance, mortgage loans, and home equity or appraisal services.

How can I prepare prior to launch?

Our team at Tiger Pistol can say with certainty that any campaign that falls within this umbrella will require Special Ads certification and likely requires an audience update. To better prepare yourself, make sure:

  • Your audience does not include zip code targeting and targets a minimum of 15-miles (if you target an address or city)
  • Your audience targets Adults 18+
  • Your copy falls within Facebook Policies

If your customer is running a campaign that does fall within one of the three categories, it’s best to launch your campaign with a Special Ads Category applied prior to publishing. This will save you time and a headache resolving errors during the length of your campaign.

If your campaign gets flagged during its flight, first check your ad copy – something in there may have set off the Policy algorithm. An easy example would be “We’re hiring for all positions!” in your body copy, but you haven’t applied Special Ad Category: Employment. If you can say definitively whether or not your customer falls within a housing, employment, or credit opportunity, make sure you’ve applied the appropriate category, then adjust your audience to fall in line with Policy and republish. 

When in doubt, apply a category – it will benefit you and your campaigns in the long run.

Want to make sure your locations or customers ads are within Facebook Policy every time? Contact us today. 

Tiger Pistol Launches Dynamic Video Ad Creation Capability to Its Social Advertising for Local Platform

Tiger Pistol Launches Dynamic Video Ad Creation Capability to Its Social Advertising for Local Platform

New Capability Unlocks High-Performing Video Advertising Opportunities

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, recently announced the launch of its new dynamic video capabilities for social advertising.

“With this new capability, Tiger Pistol is committing to a new standard of social media advertising offerings for our clients, with high-quality, engaging videos that are scalable, customizable, and repeatable,” said Paul Elliott, Tiger Pistol CEO. “Historically, the lack of high quality, relevant video assets has prevented most locally-targeted social advertising campaigns from utilizing video ads, which is a significant issue, since they typically outperform their static image counterparts.”

The capability allows Tiger Pistol Platform users to create high-quality videos, cost-effectively, using their current asset library of images and ad copy. Users add images and corresponding ad text into the theme wizard of their choosing, then the artificial intelligence engine creates videos complete with effects that enhance key focal points in the ad. The capability supports vertical video, standard horizontal, and square, providing flexibility to support the full range of ad types and placements.

“We wanted our advertisers to be able to utilize their existing image assets in a more attention-grabbing way, going well beyond a simple slideshow,” said Reid Sheppard, Tiger Pistol SVP, Engineering. “This new capability delivers this in a big way, giving our users’ ads that add wow-factor and the associated performance benefits of video.”

Whether for global brands wanting to enable local advertising throughout their footprint, agencies servicing their multi-location clients, or SMB resellers needing to support the individual needs of single location businesses, Tiger Pistol’s new video capability provides an elegant and highly scalable in-platform solution that simplifies the creation of video content.

To request a demo of Tiger Pistol’s new video capabilities, visit www.tigerpistol.com/request-a-demo.

 

How Value-Added Resellers and Agencies Can Start Selling Social Advertising Profitably

With Facebook SMB ad spend continuing to grow year on year, social media has become an established channel in the SMB market. The unique qualities of social advertising present new challenges for digital agencies and service providers for SMBs, particularly the question of how to fulfill social ads both at scale and cost-effectively.

Unlike search PPC advertising, which requires mostly keywords and a simple sentence of ad copy, social advertising mimics traditional advertising by requiring rich media content and copy variation that’s built upon acquisition strategies to delve deeper than simply “X person is searching for Y.”

With these advanced needs, digital service providers, whom serve thousands of advertisers with small core operations teams, must have ready access to scalable fulfillment operations. Many turn to ad-tech providers to enable the operational efficiency required for a scaled social advertising solution.

Tiger Pistol enables scale for digital agencies through an innovative approach to social ad fulfillment. When you combine turnkey solutions with smart automation, it becomes simple for any agency, large or small, to build a social ads program that is both profitable for them and their clients.

The first element that is key to scale is end-advertiser on-boarding. With the ability to integrate with CRMs, customer records are easily translated into the Tiger Pistol Platform. We also make managing communication with end-advertisers easy with automated emails available for every step of the social advertising experience, from acquiring page permissions and providing reporting dashboards to even delivering leads. With these tools, on-boarding end-advertisers really can be no-touch through Tiger Pistol.

When it comes to ad fulfillment, the platform enables an operational framework that is as efficient as it is scalable. Like standing up a search PPC campaign, which typically involves 15 minutes of keyword selection and some light copywriting, Tiger Pistol takes a similar approach with our customer libraries.

 

Our Platform’s campaign library model allows for simple and quick one-time on-boarding to enable SMBs to advertise on Facebook effectively. With a set of clear Ad Objectives that are curated based on SMB needs (Traffic, Leads, Awareness, or Offers), campaign assets are organized into four libraries Audience, Media, Copy, and Call-to-Action and tailored to the chosen objective. Digital agencies can simply upload a set of campaign images, write copy variants, create audiences and then let Tiger Pistol’s smart automation do the rest of the work.

To ensure campaigns continuously drive the best performance, Tiger Pistol automates A/B testing. Not only does this reduce ad fatigue by creating fresh campaigns every month, it allows our machine learning to make performance-driven decisions to improve ad performance over time. It is in this way that a simple, a sub-15 minute campaign build process provides agencies the ability to manage thousands of end-advertisers cost efficiently. While being able to bring to market a social offering with all the benefits of a traditional marketing agency – customization, A/B testing, and performance-driven optimization.

Ready to simplify your 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.

How Multi-Location Brands can use Facebook & Instagram Ads to Boost their Email Marketing

Facebook is a discovery tool – people use the network to see updates from their friends, family and Pages they follow, and are less likely to log in with the intent of finding out about a product or service. Rather, consumers see offerings from brands as they scroll through their feed.

Meanwhile, email marketing tends to be a more aggressive approach – with users having opted-in to receive material, the marketer can have a more direct sales pitch.

While these two marketing channels are clearly very different, they actually work extremely well together; by using Facebook & Instagram to get in front of new potential subscribers, you can grow your email lists and increase the likelihood of conversion. Plus, you can leverage your email lists to create Custom and Lookalike Audiences, helping to get your brand and your locations seen by the right people at the right time.

Many don’t realize the power of the customer data they already have. Combined with Facebook and Instagram Ads, the data in these lists can be the key to boosting your email marketing efforts and in turn, Social advertising can help maximize the number of subscribers in these lists. It’s an omni-channel, cyclical process, which will allow each marketing effort to enhance the other over time.

 

nullHere’s our top 4 tips on how to drive success through Social and Email
1. Use Your Current Database to Create a Facebook Custom Audience

Let’s say your a fitness center with 100’s of locations across the U.S.. You could start off by creating a Custom Audience based off your current members, and run localized ads for each location to drive member engagement with their local gym.

Meanwhile, you could expand your reach and drive new member acquisition by creating a Lookalike Audience.

2. Use Your Lookalike Audience to Find New Prospects

So, you’ve got your Lookalike Audience ready, and now it’s time to leverage your different location Pages to generate leads. By leveraging Tiger Pistol’s technology, you can share national audiences like those created from your database, and overlay geo-targeting to ensure ads are localized.

Lead Ads are a perfect fit for generating newsletter signups, as you can download the data directly in a spreadsheet to add to your own lists, or integrate with your CRM software to feed the data directly into your email marketing.

Using our fitness center brand as an example, we could create a new hyper-local campaign targeting our Lookalike Audience, and overlay geo-parameters specific to each location, to find potential new members around each gym that have similar attributes to existing members. Convince them to submit a lead form with a special intro offer, and qualify the leads with a custom question in your form.

 

  1. Nurture New Subscribers via Email

 

Hooray, your ads were a success and you have a number of new subscribers to market to! There are many ways to do this, from the very manual to the highly automated, but one thing is for sure – integrating with CRM software can save you a ton of time and effort if done right, and can be used to filter subscribers into the right stage of the funnel to ensure they receive the most appropriate email marketing from you. It’s worth researching different providers to see which integrations best suit your needs.

 

Take our potential new gym members – as soon as a lead comes through for one of the brand’s locations, it can be immediately added into their email marketing to be nurtured to conversion. Haste is the key here – users who submit data via Facebook Lead Form’s expect a quick response, so triggering an immediate follow-up email to new leads could see a higher chance of conversion. You could send a special discount code via email, or use the follow-up to schedule in a call between the lead and a sales rep. However you choose to nurture your leads once you receive them, make sure it’s done quickly for the greatest chance of getting them over the line.

 

  1. Remarket To New Subscribers on Facebook

 

Of course not all leads will convert off the bat, but the data of non-converted leads is far from useless.

 

Just because some users didn’t convert right away does not mean they won’t do so in the future, so add them to one of your more gentle email nurturing campaigns, or remarket to them on Facebook with a custom offer they can’t refuse.

 

  1. Refresh Your Facebook Custom Audience

 

The more data that’s in your Facebook Custom Audience, the more relevant your Lookalike Audience will be, and the more successful you’ll be in generating new prospects. Make sure to keep updating your Custom Audience via Facebook as it grows (the Lookalike Audience will automatically update). There are even some CRM tools that will automatically do this for you as part of an integration.

 

Depending on the amount of data you collate, you could have both brand-level audiences and location-level audiences, to be used for your national and local campaigns alike. As we mentioned in a recent post, first-party data now reigns supreme – so make sure you utilize it to get the most out of your digital marketing.

 

With more people than ever carrying out their shopping across multiple channels and different devices, and consumers expecting increasingly faster follow-ups to their enquiries, marketers need to be everywhere in order to get in front of and convert their customers. Using Facebook and Instagram ads to expand your audience and boost your email marketing is just one way to get more out of your digital marketing.

 

If you’re ready to run brand approved localized campaigns, get in touch!

 

Foodies of Tiger Pistol: Inspiration for your Weekend

 

Here at Tiger Pistol, we’re not just experts in social advertising- we’re also experts in delicious food. We’ve interviewed some of our in-house food connoisseurs to share some of their favorite eats. Whether you’re based in Austin, Texas or Melbourne, Australia, we’ve got some recommendations for where to satisfy your hunger.

Austin, Texas

  • Amy Abell, Senior Social Specialist: Kemuri Tatsuya“I mean, it’s a Japanese Izakaya with Texas influences – what’s better than that?”
  • Chris Gephardt, Engineer: Full English“They fry up traditional Full English breakfasts complete with proper British bangers, baked beans, tomatoes, and fried bread.”
  • Nick Gibson, Director – Group Finance: Tumble 22“best chicken sandwich”.
  • Talia Wachtel, VP of Marketing: Kemuri Tatsuya“I agree with Amy – hands down the best restaurant in Austin, closely followed by Loro. Also, if you’re looking for Avocado Toast – go to Irenes.”
  • Patrick Koepke, Operations Manager: Franklin BBQ leads the pack, but there are tons of great BBQ places within two hours of here. Uchiko for fancy tapas, Kura Sushi for sushi, and Mighty Fine for burgers.”
  • Casey Zaffin, Director, Client Management: BufalinaRamen TatsuyaFukumotoDai DueDee Dee and Veracruz All Natural
  • Marshall Weber, Social Specialist: Saps“Saps is good thai. Plus, Sap himself is the man.”
  • Mark Cram, Engineer: Tommy Want Wingy“hands down best wings in town.”
  • Joe Nathan, Director, Client Management: Jack Allen’s Kitchen“They have a pretty amazing chicken fried pork chop that is probably about a billion calories and likely shaves 5 years off my life every time I eat it.”

Melbourne, Australia

  • Ailie Pattten, Lead Social Specialist: Kisume, “Kisumé is relatively new to the Melbourne dining scene but don’t underestimate her… Trying to redefine high-end dining with something Melbourne hasn’t seen yet? It’s a tick from me!” 
  • Georgia Brown, Account Executive: “My fave restaurants are Red Door Windsor & Thirty Eight Chairs. If you’re wanting classic Melbourne bars, I recommend Naked for Satan & Jungle Boy.”
  • Carly Layton, Account Executive: Transformer“never knew what chickea panisse (with truffle salt) was but it’s amazing!”
  • Chris Senior, Senior Client Manager: “Have to agree with Transformer, blown away by how tasty plant based dining was. Also mjolner, a viking themed restaurant that nails the food and viking experience.”
  • Julia Greenhalf, Social Specialist: “I’m often late to the #hip #new #cool places party in Melb but had a brilliant experience at Garden State Hotel recently – the Canadian waitress made my night!”
  • Jaime Nosworthy, General Manager: SupernormalTipo 00DOC and Mammoth

Hopefully we’ve given you inspiration for your weekend adventures!

How Important is Workplace Culture? A Blog by Julia Greenhalf, Social Specialist at Tiger Pistol.

When I tell people about the company I work for, they always ask if we’re hiring.

It all started with some Australians who were eager to make a splash into the world of social and reshape the way we think about ad solutions. Today, it’s a company continuing to challenge that digital landscape, with a product  and engineering team in the U.S. working alongside the top dogs at Facebook, the hubbub of Cremorne cool in Melbourne and a reputable presence across the globe.

Working for Tiger Pistol is an experience neither someone fresh out of their studies nor emerging from a corporate office could ever imagine. Sure, you might see us on bean bags glistening in the sunshine, spread out across a revamped garage as carefree. But is the emphasis on the fun, the frivolity and the unconventional the secret to our success?

Stimulating Surroundings

I’d bet money that you go home each night to a place that feels homely – whether that’s photos of loved ones or artwork on the walls, or how you arrange your furniture or décor you’ve picked that reflects your tastes, style and personality. So why would you settle for spending the bulk of your week at a place that doesn’t get the same treatment as your home?

At TP, the days of bland white walls and desk cubicles were never there to begin with. In our Melbourne office, we’re delighted to be surrounded by natural light and greenery. We rotate seats frequently. We showcase our clients’ products on our shelves. And we’re fortunate to have our furry neighbor, Taco, pop in (pictured) for that essential serotonin boost!

We follow suit in our Austin HQ, with an industrial-inspired space in the heart of Downtown. We have open working spaces, couches for meetings and/or hanging out and a fantastic patio to take in the sunshine. From time to time we also enjoy a visit from our some of the dogs of Tiger Pistol!

                                               Taco, our Melbourne Neighbor. 

                                                 Louie hanging out in Austin.       

                                          Finley, the Australian Shepard in the U.S.

Vibe Tribe

In our Melbourne office, each week, a different table is responsible for the Vibe of the Tribe – whether through delicious treats, to full blown costume themed bonanzas. While Melbourne’s Christmas party was a condensed version of The Amazing Race, Harry Potter Week was arguably a favorite of the Tribe.

Harry Potter Week saw each employee sorted into houses and awarded points for exhibiting the Tiger Pistol values. If an employee was recognized for smashing a client meeting out of the park, points to Gryffindor for being Smart! If somebody baked the team cookies just because, points to Ravenclaw for being Caring! And what better way to bring people together and lift their spirits than over polyjuice potion?

People Power

When I first started at Tiger Pistol, I thought I was pretty social savvy. How wrong I felt! It is a privilege to work alongside and learn from some of the smartest minds in the social space everyday. It’s pretty unique to find people who come to work with as much care for what they do and why they do it each day. And when leaving a client feels more like a breakup than business, you know their heart’s in the right place.

So, is workplace culture really that important?

Stats suggest the average Millennial might hold up to 15 jobs throughout the course of their working life. So for business leaders, it makes sense to invest in not only the people but the culture of their business and what their company stands for.

Sure, you might assume that with all this fun and frivolity, we never get any work done, right?! Well, it’s quite the opposite. Studies far and wide have examined the factors that sway key talent to stay, jump aboard or jump ship, and Great Place to Work identified that, “being a great workplace and having great employees leads to increased client retention, customer satisfaction, and in turn a healthier bottom line.”

A thriving workplace culture retains employees by prioritizing their health and wellbeing, highlighting achievements and contributions, investing in professional growth and satisfaction and invigorating teams to achieve their goals – especially when the celebrations are so sweet.

If you’re looking to be part of a winning team, check out our job openings and apply to work with us today! Follow our Instagram to get a behind the scenes look at what’s happening in our offices around the globe.

What can Advertisers still do to achieve great results on Facebook in a post Cambridge Analytica World?

As a result of the Cambridge Analytica scandal, Facebook has been cracking down on the sharing and use of some types of user data.

But first, here’s a refresher of what happened: Cambridge academic, Aleksandr Kogan, and Global Science Research, created an app in 2013 that had users answer questions for a psychological profile. The app harvested personal data, and gathered data from Facebook friends of the users that had submitted their information to the app, reportedly resulting in the Cambridge Analytica having access to the data of millions of Facebook users. Fast forward to the end of 2015, The Guardian reports that Cambridge Analytica was ‘in bed’ with Ted Cruz’s presidential campaign (further down the track we’re also made aware that the data firm influenced voters during Trump’s presidential campaign). Facebook then bans the app, and legally pressures Cambridge Analytica to remove all of the data they had acquired. At this point, Cambridge Analytica confirm that the data has been deleted. Low and behold, it’s now September 2018, and Facebook continues to make changes to their policy after the onslaught of media attention and ‘bad press’ garnered from the scandal.

 

So, what changed? Here’s a timeline of some of the major changes.

October, 2017:

  • Facebook announced that only authorized advertisers could run electoral ads on Facebook owned channels.

April, 2018:

  • Facebook extends the above to any advertiser wanting to show “issue ads”.
  • Facebook rolled out the labelling of political ads in the top left corner of the ad, and introduced the new “paid for by” information.

May, 2018:

  • Facebook removed Partner Categories, which accounted for over half of Facebook’s 1,200 targeting criteria. Partner Categories essentially allowed advertisers to target Facebook and Instagram users via third party data from the likes of  Axciom, Oracle Data Cloud (Datalogix), Epsilon and Experian.
  • Facebook strengthened their protection of user data, through the platform’s compliance with the European Union’s General Data Protection Regulation (GDPR). The GDPR was developed to ensure users have control over their personal data, and companies must gain consent for collecting and sharing this data. In order to comply with the EU regulation, Facebook worked to remove Partner Categories and will officially stop targeting these audiences as of October 1, 2018.
  • As of May 24, Facebook requires all advertisers wanting to run ads with political content in the US to complete an authorization process.
  • Facebook’s updated Product Terms and revised the Custom Audience Terms came into effect on May 25.

June, 2018:

  • Facebook introduced a new upload and sharing flow for Custom Audiences from a customer file, requiring advertisers to accept Facebook’s Custom Audience terms, provide audience origin information, and establish audience sharing relationships through Business Manager.

August, 2018:

  • Facebook introduced Page publishing authorization last month, requiring people that manage a Page with a large audience in the U.S. to complete an authorization process.
  • Facebook removed over 5,000 targeting options to help prevent discriminatory advertising, but also introduced new and returning professional targeting options.
  • Facebook announced that over the coming weeks, they will be requiring all US advertisers to certify compliance with their Non-Discrimination Policy. Originally, Facebook had required advertisers offering housing, employment or credit ads to do this.
All is not lost – Facebook still has great ways to get in front of your target audience.

The changes mentioned above were swift actions to try and correct some of the ‘wrong’ that had occurred, and it’s likely there will be more changes to follow as Facebook continues to adapt to data regulations and user privacy requirements. Some believe the lack of third-party targeting might not even make a difference in ad performance, while other parties think otherwise. Either way, Facebook continues to be one of the most powerful and robust tools for advertisers to get in front of their target audience. Here’s some advice on what advertiser’s can still do, by way of targeting, to achieve great results:

  1. First off, make sure you review and are compliant with Facebook’s updated Custom Audience Terms.
  2. If you have a website – use it: installing the Facebook Pixel on your site will enable a plethora of retargeting capability via Facebook, from targeting people who visited the site, right through to targeting those that made a purchase.
  3. If you’ve got a customer or prospect list, use that too! Utilizing data such as email addresses is extremely effective, and allows you to target your existing customers in a personalized way. If retargeting isn’t your desired strategy, you can create a Lookalike of your customer list to reach a new  audience that’s likely to be interested in your business.
  4. Targeting basics are still available, and they work! While some targeting parameters are due to be removed on October 1, demographic, behavior and interest targeting is still an easy way to make sure your ads are being seen by people that fit in your target audience.
  5. Connections are a great not only in person, but on Facebook too! Targeting those connected to your Facebook Page, will keep your Page Fans engaged with your content!

Facebook can be tough to navigate, especially when it comes to new policies and making sure you, the advertiser, are compliant. Fortunately, Tiger Pistol lives and breathes Facebook Advertising, so we’ll make sure to keep you up to date on the latest changes that might affect your advertising via our Blog.

Amy Abell is a Senior Social Specialist at Tiger Pistol, is experienced in Facebook Advertising for small and local businesses.

Coming Soon: Facebook’s America: “Safe & Civil” Advertising in a Sea of Policy Change by Analissa Moreno.

Best Practice Makes Perfect

They say ‘practice makes perfect’, and in this blog we’ll talk about the best practices and recommendations in developing Facebook ads that actually work.

Last we checked in there were 1.86 billion monthly active users globally on Facebook which is a double digit growth of 17% from the previous year+. With this current trajectory, it’s estimated that Facebook will hit 2 billion monthly active users by June 2017!*

With the audience clearly congregating on Facebook, connecting and getting them to take notice of your efforts isn’t always easy and you won’t always have the luxury of practicing until you get it right. So take our best practices, harnessed from servicing thousands of small business advertisers, which has led to our deep understanding of how consumers engage on social media and the best ads to use. In other words, it’s not just what we think, it’s what the data tells us!

LEAD ADS:

  • Generate leads by highlighting an offer or incentive to prompt the viewer to submit their contact information.
  • Use a promo code to track ROI.
  • Make it easy for your audience to submit their contact details without ever having to leave their Facebook Newsfeed.

LEAD ADS – BEST PRACTICE:

  • Highlight your unique selling point to differentiate from competitors.
  • Use a ‘first time’ offer to incentivize the user to submit their contact details.

LOCAL AWARENESS ADS:

  • Increase awareness in your local area
  • Generate leads with a ‘Call Now’ Call to Action Button
  • Have your target audience contact you directly with a ‘Send Message’ Call to Action Button

LOCAL AWARENESS – BEST PRACTICE:

  • Highlight your unique selling point to differentiate from competitors.
  • Use a ‘first time’ offer or incentive to generate leads.

WEBSITE CLICK ADS:

  • Target people who live near your business.
  • Increase awareness about your services or special deals on your website.
  • Generate leads via your website.

WEBSITE CLICK ADS – BEST PRACTICE:

  • Highlight your unique selling point to differentiate from competitors.
  • Use a ‘first time’ offer or incentive to increase clicks and drive more leads.
  • Align your ad with action you want the audience to take online, such as “Learn More”.

In essence, the golden rules are:

  1. It has a clear call to action: Don’t assume your audience knows what to do next.
  2. Unique selling point: Why should your audience click on your ad and not your competitors? With 4 million active advertisers on Facebook and more than 70% marketing outside of the U.S.# it is crucial to success that you clearly differentiate yourself.
  3. Memorable visuals: A post is more likely to be noticed and shared if there is an appealing visual.
  4. Targeted: You want your relevant audience to actually see your ad and not just everyone. On Facebook, you will literally pay for everyone who sees and clicks on your ad, so targeting the right people is key.

Again don’t take our word. Based on the above best practice tips, our clients reported 4+ leads on Lead Ads, 14,000+ impressions on Local Awareness Ads and 55+ website clicks on Website Click Ads.

Practice truly does make perfect!

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!