Facebook recently introduced a new Business Manager structure, formally called 2-Tier and informally known as “Parent/Child” that will improve the customer ads management experience for high-volume resellers, agencies, and multi-location brands. Tiger Pistol is happy to announce full support of this capability, a further enhancement to our platform and tools that enable high volume, high-scale publishing and management of Facebook and Instagram campaigns.
The Old Way
Before the “Parent/Child” structure, enterprises who published high volumes of ads on Facebook on behalf of SMBs or locations were required to create Ad Accounts in their Business Manager for each advertiser. This is known as the 1-Tier Business Manager structure.
In a typical setup for a brand, agency, or SMB reseller who is publishing Facebook Ads on behalf of their locations or customers, each customer has their own Facebook Ad Account within the brand, SMB reseller, or agency’s primary Business Manager. All Advertiser Pages are shared with the single Business Manager. A single System User manages all Ad Accounts and Pages within the Business Manager.
There are several limitations of the 1-Tier structure which introduced friction into the ability of high-volume SMB resellers, agencies with multi-location customers, or large multi-location brands to scale their social advertising to hundreds, thousands, or tens of thousands of locations. The limitations include:
- There is one system user under the Business Manager with access to all of the pages and ad accounts. This means that there is a single point of failure, and if the system-user’s access token was compromised, all ad accounts would be compromised.
- The same one system-user has access to all the pages, which means that if the system-user was blocked due to scale issues or policy violations, it would affect all ad accounts.
- There is a limit on how many ad accounts a Business Manager can have, as a matter of Facebook policy. Once the limit is reached, it is a manual process to ask Facebook for permission to increase the limit. Typically, new Business Managers have a limit of 1 or 5 ad accounts, and increases are granted in relatively small allotments. This is a major inhibitor for a high-growth, high-volume Facebook Ads reseller, agency, or multi-location brand.
- If a certain number of ad accounts are blocked for policy violations under a Business Manager, it blocks the entire Business Manager or its system-user. Because there are some assets that live at the Business Manager level, all of your clients’ assets are present at the Business Manager level. This, in turn, means that you must track which Pixel/Custom Audience/Product Catalog belongs to which user.
The Parent/Child Solution
Facebook’s new 2-Tier structure provides an answer to the limitations of the 1-Tier structure. The new Business Manager structure is only available through Facebook Marketing Partners, like Tiger Pistol, who utilize Facebook’s API’s (Application Programming Interfaces) to automate and simplify campaign management.
The new structure introduces a unique “Child” Business Manager for each Advertiser, with the Advertiser’s page shared into that Child Business Manager. The Child Business Managers are independently managed and operate in isolation from each other.
The benefits of the 2-Tier Structure include:
- There is no limit on the number of Child Business Managers, so high-volume SMB resellers, agencies, and multi-location brands can seamlessly scale their Facebook campaigns to an infinite number of locations without any manual work.
- All location assets are housed and managed within their respective Child Business Managers, including their Business Pages. This helps to organize assets more efficiently.
- Ad Accounts or Campaigns that are blocked for policy violations are insulated within their Child Business Managers, so no impact is felt by other clients.
There are some important considerations when moving to the new 2-Tier Structure. Most importantly, only Facebook Marketing Partners with programmatic access to Facebook publishing tools can implement the structure and provide you with access to Child Business Managers. Tiger Pistol makes this process seamless and easy with our simplified and intuitive user interface.
For more information about how you can scale your Facebook Ads Reseller program or unlock high growth for your multi-location business, please contact Tiger Pistol and ask us about whether the 2-Tier, or “Parent/Child” Business Manager, is right for you.
On May 14, 2019 Facebook announced a set of new changes that allow their users to take more control of “Off-Facebook Activity” tracking. This change effectively includes two new changes for advertisers. First, Facebook will now expose to end-users which organizations are utilizing Facebook tools to collect data on them. This is inclusive of, “a list of the apps and websites someone visits that use our business tools such as the Facebook pixel, SDK, and API.” In addition, Facebook is including a new feature to allow its users to opt-out of off-Facebook site tracking.
Facebook has had a difficult year with continual PR challenges related to privacy, starting with the news of Cambridge Analytica, a third-party firm that gained access to the private information of nearly 50 million Facebook users.1 This data was later sold and used in ad targeting. Facebook responded relatively swiftly and moved to block third-party data input into its Platform’s advertising tools.2 This also included the CEO of Facebook Mark Zuckerburg being called to testify before the US Congress on the data breach.3
It is clear that 2019 is very much the year of privacy, as Facebook is not alone in their efforts to improve their user privacy tools. Mozilla, recently announced new user data security features to be included in their upcoming updates to their popular ‘Firefox’ web browser.4 Google, who controls two-thirds of the global Internet browser market share through their browser Chrome, announced new security and data privacy features in April.5
For digital advertisers, the attempts of browser developers and social media platforms to reduce passive user tracking may sound scary. And the changes may bring some new challenges for those who never paid the issue any mind. For the most part though, the changes should not prevent social advertisers from being able to leverage user data. The new world just means they will have to collect the data more openly.
Let’s focus on Facebook’s reasoning more specifically and look to how we as advertisers can shift our approaches to ensure we can continue to deliver results for our clients;
1. Giving people transparency and control is good for businesses.
It’s hard to argue with this logic, Facebook itself is a prime example of how a lack of transparency and control can be bad for bottom lines. As advertisers, we should be open-sharing where our data comes from. At the end of the day, targeted ads see better engagement6 – suggesting most users don’t necessarily mind seeing ads for products they are genuinely interested in.
2. We’re showing people how advertisers use our tools.
This does mean more exposure for advertisers, but it is in the same vein as transparency; advertisers who collect data openly and use it to target relevant consumers have nothing to hide in how they use it. This is another change that will likely only hurt the bad actors.
3. This feature may impact targeting.
When someone disconnects his/her off-Facebook activity, advertisers can no longer use the data they clear for targeting. While it is hard to prognosticate how many users will clear this data, it is perhaps the most concerning of all the changes. As it means it will be more difficult to passively track some users, as they now have a means to proactively opt-out.
However, there are still many tried and true means of collecting first-party data. For one, POS and customer loyalty data, which via outside collection (read: not tracked via website behavior), is still fair game, as is any other form of active data collection that consumers may have already opted into. So long as Facebook advertisers have access to this data, we still have a way into the most powerful of Facebook’s audience targeting tools: Lookalikes.
4. Measurement will remain intact.
We can all breathe easy. While we may have to adjust how we collect data, it’s just going to take putting more effort into transparency and outside sources. Facebook is still Facebook, and advertisers we will still be able to track ROAS on our lookalike, conversion, retargeting, and whatever other audiences we can come up with.
Whether we like it or not, the digital age is evolving to be more open and transparent. As advertisers, we share in the responsibility to evolve with the times to ensure we can continue to deliver meaningful results for our clients. Not only for our bottom lines, but most importantly the consumers we collectively serve.
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.
1NY Times ‘Facebook and Cambridge Analytica: What You Need to Know as Fallout Widens’
2Techcrunch ‘Facebook will cut off access to third party data for ad targeting’
3The Guardian ‘The key moments from Mark Zuckerberg’s testimony to Congress’
4Forbes ‘Firefox Takes Aim At Google With A Bunch Of New Security Features’
5TechCrunch ‘What Chromes browsers changes mean for your privacy and security’
6Marketing Land ’10 Steps To Target And Connect With Potential Customers Effectively’
Last week, we attended Facebook’s F8 Developers Conference, a future-focused event for developers that revealed new innovations to Facebook’s platform. These Platform and API enhancements will not only make commerce even easier for users on Facebook’s platform, but enable better attribution and tracking of return on advertising spend.
Facebook downplayed its “Town Square” style of community building from News Feed, with a lot more time spent on their efforts to build smaller community connections (Groups) and secure 1:1 communication (Messenger & WhatsApp). With this new focus on more intimate connections, there is an opportunity for businesses and advertisers to participate, particularly with innovations happening in Facebook’s messaging apps. Messenger in particular has had a complete technical overhaul, with the Messenger App start time being improved to become among the fastest of any comparative messaging application and the overall size of the app being reduced to under 30 MB.
The company also revealed that they’re focused on enabling commerce via messaging platforms, including the ability to send payments and book appointments via the Messenger API. For Instagram and retailer connections, Facebook announced an innovative way for consumers to discover new brands via Creators (known as Influencers on other ad platforms), allowing them to advertise products directly in the images of their posts using “Shopping Tags.” Consumers can click to buy tagged items seamlessly and without leaving the platform
All of these new offerings work to build a greater connection between humans and their technology, which means reaching customers and prospects on an even more personal level. The challenge is scaling these new offerings across locations or clients as a multi-location brand, value-added reseller or agency. Learn how Tiger Pistol turns complexity into simplicity, efficiently empowering you to build success with local activation at scale.
Matt Matthias is Director of Business Operations for Tiger Pistol. Sean Carroll is Product Manager for Tiger Pistol.
Tiger Pistol, the world’s #1 social advertising automation platform for local, headquartered in Austin, TX, was recently acquired by Next Sparc, a Cleveland-based private investment firm with significant experience and success with investments and strategic partnerships in the digital space. The company’s Australian operations will continue business as usual.
For nearly a decade, Tiger Pistol 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 more than 650,000 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.
“The opportunity to deliver real business results via Facebook and broader digital media channels at the Local level is enormous, yet still in its infancy. We are supremely confident that with the experience and resources of Next Sparc behind the business, Tiger Pistol’s leadership position will be strengthened and the company will have the opportunity to realize its full potential.” said Steve Hibberd, Tiger Pistol co-founder.
“Tiger Pistol offers an attractive specialization with its local social advertising platform, and demand is skyrocketing due to the continual rise of social media and consumer screen time.” said Next Sparc Partner, Nathan Carmon. “Tiger Pistol’s partnership with Next Sparc offers the financial resources and additional expert abilities to shepherd in the next stage of company growth.”
“Social advertising is the fastest growing segment of digital ad spend, projected to grow at a greater than 30% compound annual growth rate to $242.7B by 2023,” said Len Pagon, CEO of Next Sparc. “With Facebook controlling more than 80% of the global market share of social media advertising spend, Tiger Pistol’s social advertising automation platform is uniquely positioned to take advantage of growth within the Facebook ecosystem (Facebook, Instagram, WhatsApp, Marketplace).”
Tiger Pistol’s social advertising automation platform is the dominant solution for multi-location marketers. The company’s customers span multiple industries, including real estate, financial services and insurance, consumer products, retail, restaurant and food service, and value-added resellers.
There is more to Facebook marketing than meets the eye, and building Facebook ads can seem overwhelming to the uninitiated. Facebook, to its credit, maintains very high ad standards and strictly enforces its rules. These standards simultaneously filter out improper ads while ensuring advertisers adhere to best practices to help drive performance. Ads can be rejected without warning for any number of reasons like image content/quality, poorly written copy, and targeted audiences that are too small.
While it might seem like Facebook has designed a marketing obstacle course to filter out as many ads as possible, the opposite is true. It forces advertisers to build better ads, driving better results to generate higher click-through-rates and cheaper cost-per-click.
How can advertisers go about navigating their way to ad acceptance?
There are several tactics that can be deployed – many of which are nestled within Facebook’s ad standards and within their free online Blueprint training. Beyond that, the following best practices will increase your chances of having not just an accepted ad, but one that performs well.
For starters, your ad needs to promote a vertical or service that Facebook allows. If your ad is for bail bonds, political candidates, online pharmacies, and certain health products like weight loss pills, your ad will most likely require additional certification or could be rejected completely. Certification can be done within Facebook’s Business Manager interface, where you certify your ad or appeal a rejection.
- Another thing to consider is Facebook’s updated policy in response to recent events, focusing on Safe and Civil ad copy and ensuring you are helping support their efforts.
With those two out of the way, let’s focus on the major components of every ad.
- Audience – Your ad’s intended audience is designed to find the maximum amount of people that would be interested in your specific ad. Get too specific and you risk having an audience too small that Facebook cannot optimize your ad. Get too generic and your ad may be seen by uninterested viewers. Using The Power of the Facebook Pixel is a good way to help find that balance.
- Media – Images, slideshows, carousels, and videos are all options when building your ad, and each one serves its own purposes. If you’re a real estate advertiser, a video or slideshow could help show multiple views of a house for sale, while an autoshop may choose to use a single image to show the storefront of their auto shop. The media should not be blurry, covered with text, or contain anything that could cause a negative reaction (like a car wreck, ideal body images, or drugs).
- Copy – Copy is fairly straightforward as long as a few guidelines are followed:
- Never directly address or identify the audience with phrases like “you” and “hey allergy sufferer”.
- Avoid profanity or verbiage that could be negative, or using grammar in a way to circumvent the guidelines.
- Focus on the merits of your product or service, rather than the pain points of your audience.
- Call to Action – The Call or Action (or CTA) is almost never rejected, but it is still a good idea to make sure your CTA matches the objective and content of your ad to ensure you’re maximizing the chances someone will interact with your ad.
Looking for a solution to manage your local Facebook & Instagram Ads?
The Tiger Pistol technology helps to identify errors in campaign content so those issues are addressed prior to you publishing them on the social network. This ensures your ads get in market as soon as possible. Ad creation can be daunting, so make it easier for yourself by working with an ad technology partner that can help you navigate your way to ad acceptance.
We live in a world where mobile devices are an intrinsic part of daily life, and as such digital media consumption is no longer linear but far more multi-layered.
For the first time, digital ad spend has overtaken TV. Traditional TV viewership is on a steady decline while more and more users turn to alternate devices. However, television remains a multi-billion dollar industry, with many marketers still listing it as a key channel in their overall strategy.
What’s important to bear in mind is that modern TV-watchers simply do not have the same undivided attention as they once did. A whopping 81% of US viewers use a second device whilst watching TV, and Facebook sees a three-fold spike in usage during TV ad breaks. These viewers may be messaging friends about what they’re watching, or simply looking for a distraction during the ad breaks, but one thing is for sure – the television does not have their undivided attention.
So, how do you regain their consideration to make sure your TV marketing dollars don’t go to waste? You have to go where their attention is – Social Media.
By combining the unparalleled reach of television with the engagement and personalization of Social, you can create a cross-channel strategy that increases target audience penetration and creates a significant uplift in brand awareness. A study by the Advertising Research Foundation even found that adding digital to a TV campaign can produce a “kicker” effect of 60% higher ROI.
While their attention may be spread across multiple platforms, today’s consumers are still hyper-visual. They don’t want to read a lengthy piece of content about a brand. Instead, they want to see the brand in action.
By incorporating Facebook and Instagram Advertising into your digital strategy, you can complement your television campaigns by distributing and re-enforcing the message to make it stick. Here’s some tips for you to get started:
- Use clips, stills and messaging from your TV campaigns to create ads on Facebook and Instagram, creating cohesion across channels and increasing brand recall.
- Leverage the Facebook Pixel to collect data of website visitors, and segment that data to remarket to those who have visited your site during ad breaks but dropped off once their show resumed.
- For multi-location brands, consider localizing certain aspects of your campaign, such as copy and media, to drive maximum relevance with each of your target audiences.
While multi-screen strategies are still hard to measure, it’s fair to say that by getting in front of your audience where they spend most of their time can only benefit the efforts of your television marketing.
Stay tuned for our next Blog about navigating your way to Facebook ad acceptance.
As a Facebook Marketing Partner since 2013, we have been focused on driving meaningful results for local businesses for almost a decade. Our success in delivering and fulfilling social strategies for some of the world’s biggest brands has led to our new purpose-built location enablement features for centralized and decentralized brand networks, which were made available in our Platform on October 9th.
As the leader in local Facebook & Instagram advertising, we’re excited to announce that our clients now have access to an innovative set of features that empower multi-location brands to enable their networks with best-practice, brand approved, hyper-local campaigns. Brands are expected to spend over $33.8b on Facebook in 2018, and until now, there has been no real way for brands to realize and capitalize on the benefits of Facebooking advertising at a local level.
The updates come at a critical time as brands continue to shift their spend locally. “While the major platforms have begun to offer advertising objectives that align with local needs such as calls or visits, none offer the tools to activate or manage this at scale, especially for those with multiple locations” said Tiger Pistol advisor and former Facebook exec, Scott Hannan.
For the first time ever, brands can create and distribute Facebook & Instagram campaign templates to hundreds or thousands of locations, and can determine how much control individual locations have over ad content, duration and budget. “Brands want to take advantage of their networks and empower teams at this local level, which is why these tools are increasingly in demand and driving real results” Hannan stated.
We asked our CEO & Co-Founder, Steve Hibberd, why Tiger Pistol sees these new features as an important part of a location-led marketing strategy. “It’s clear that mar-tech has a long way to go to support the intricacies of franchise and decentralized brand networks and how they manage local advertising efforts”, Hibberd said, “and the good news is, we’re solving one piece of the puzzle – providing brands that are already spending millions of dollars on social, a more efficient, local-centric way to spend those budgets, resulting in better outcomes for brands, their locations and most importantly, their customers.”
The new Location Control features provide an easy way for corporatemanagement to define every aspect of the campaign, including objective, localized targeting, media and dynamic copy. From there, corporate can determine how much control each location has over changing the content of the campaign, from editing copy to selecting from pre-approved media or even uploading their own images and videos. New funding features enable corporate to determine whether they pay for the campaign spend from a centralized budget, if they want to allow the location to add budget to their campaigns, or require the location to pay for the campaign budget completely. Campaign templates are distributed in seconds and locations are automatically notified to take action.
“We continue to see a significant increase in results when brands shift their budget from broad awareness objectives to local direct-response ads. Asahi Premium Beverages, for instance, generated a 710% year-on-year increase in sales quantity via a local campaign strategy for the launch of Estrella Damm in select retailers”, said Troy Townsend, our CCO and Co-Founder. “We’re excited that we’ve been able leverage a decade of experience, our partnership with Facebook, and our integration with Yext, to build something that truly does enable our clients to drive better results, maintain brand consistency and collaborate with their locations.”
Email Us for more information or for a demo of our new features!
We’re excited to hear that our friends at Cox Media Group have earned themselves a Facebook Marketing Partner’s Small Business Solution badge! We’re doubly excited that they were able to leverage our scalable ad technology to help them continue to achieve their long-standing history of successful social media campaign management.
If you weren’t already aware, being awarded the badge is no easy walk in the park. Cox Media Group had to meet and exceed Facebook’s high standards for capability and performance. So here’s a big congrats from us to the team over at Cox Media Group!
Here at Tiger Pistol, we live and breathe Facebook & Instagram advertising, and have almost a decade of experience writing ad copy to drive success for our clients.
We’ve cast our net far and wide, scanning the vast ocean of ad copy published via our platform, and have come up with some actionable tips on what tasty ad copy will best reel in the hungriest of snappers. Okay, enough analogies. Let’s get to the hot tips of how to tackle (okay, just one more the social feeding frenzy):
1. Know your voice.
Do you want to come across as warm but professional, or you do you want to connect with your audience like you’re best mates?
Whether you’re using certain words, slang or boat emojis you’d easily throw around the group chat, or whether you’ve got a tighter tone, don’t flounder around (sorry); write organically. Define, refine and flesh out (okay, not sorry) a consistent communication style that feels naturally aligned and have it ooze out of every crevice of your ad copy.
2. Know your audience.
Before you do anything, answer this question: Who is reading this?
Once you have a clear visual on them, ask yourself: What are they thinking? What are they doing? What do they want? What problem do they need solving? What are their pain points? And then write to that.
3. Stick to one message.
Most people reading your ads are scrolling their phones or tablets on-the-go. They, like you right now, might be listening to music, on a phone call, watching TV or talking to the person next to them, all at the same time. They’re clever multi-taskers, right? And they’ve got bigger fish to fry than to stop and focus solely on your ad. So catch their attention with one clear, simple message.
4. Make it match.
When it comes to hooking in your copy with your creative, don’t forget to do a sanity check. Ask yourself: Does my ad copy match my creative? The last thing people want to see is an image of a hamburger if your copy refers to a salad.
5. Always be testing.
Even the best marketers can’t predict what copy will summon an impression, a click or a lead. This is why it is so important to constantly test your copy (among other aspects like image, audience and call-to-action) using A/B testing to see which variation will take the bait. Quick elevator pitch: Tiger Pistol automates A/B testing, ensuring your ad spend is spent to drive the best outcome.
These tips are a small drop in the ocean when it comes to writing ad copy. But before you know it, you’ll be making waves in the vast social advertising pool. So go forth, trial, test and test again – the world is literally your oyster.
Have we missed any tips you use when writing copy? Want to learn more about best copywriting practices for your industry? Contact Tiger Pistol today!
Julia Greenhalf is a Lead Social Specialist at Tiger Pistol, helping AU and NZ brands activate their local networks with strategic, geo-targeted ad campaigns.