Reinventing Advertising in the Age of Privacy

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’

How Can My Brand Best Use Our Locations to Drive Foot Traffic or Leads Through Social Advertising?

Most brands have robust national advertising campaigns, and while these are important for driving broad awareness through activation via traditional channels, they ultimately lack a local touchpoint that allows them to reach potential customers when and where it counts. Social media enables brands to activate locally, reaching consumers on their social media feeds throughout the day- where they spend most of their time.

As a national brand, you have two challenges when it comes to advertising:

  1.     Communicating your brand message and product positioning at scale
  2.     Activating local consumers to visit your locations in their area

Facebook advertising through Tiger Pistol is built to meet these challenges. What does it look like? Let’s take a look at two examples: 1) CPG brand that sells through independent businesses, and 2) A national financial services brand that sells through sales agents.

1)    Taking a CPG brand from Global to Local:

Through a local program, locations that sell your products can advertise both their business and your products at the same time.

For example, promoting your latest product, Tiger Pistol helps scale a national campaign locally by publishing your product messaging via the individual location’s page.

global campaign promotes your product, but can only indirectly promote the locations where your consumers can actually purchase it. Consumers will need to take extra steps to discover where they can buy your product.

Turning this into a local campaign can super charge this activation by promoting sales through local channels.

Notice, the local campaign is still brand controlled, but the call to action is now local, driving sales directly to the point of consumption. This way, your marketing dollars now drive local sales more efficiently, by directing consumers exactly where they need to go to buy.

To enrich their campaigns, Creature Coffee can utilize their corporate data, such as web traffic, to their product pages to segment their consumers. Through local campaigns this data can be geo-fenced for the individual locations to leverage in their campaign targeting along with a means to show potential customers the products they are most interested in.

This same tactic can work with services too!

global campaign promotes your services, but again, imperfect for driving local action. For Insurance Co., consumers must take the steps of finding an agent to get to the point of purchase.

local campaign maintains the brand message and positioning of the service, but now consumers can engage directly with agents and submit their contact information to start the buying process more efficiently.

 

Insurance Co. can now easily funnel leads to agents by retargeting their website visitors and customer data while also capturing new leads directly in their local agent’s service area.

Both of the above examples show how a global campaign can be re-positioned to activate locally. But how do you measure success? It’s really no different at the local level. It’s simply additive by including the end-location within the strategic framework. For Creature Coffee, this means driving sales at their independent locations and measuring foot traffic. Both serve the global KPIs of promoting the Creature Coffee product and the local KPI for Joe’s Coffee Shop with happy customers right through their door.

For Insurance Co., a global-to-local campaign can measure responses both locally and in aggregate. Agents gain value with a means to be proactively involved with their individual sales processes. Through a personalized campaign using brand assets and messaging from Insurance Co. Even better, it’s a win for customers because now they can reach out to Insurance Co. agents directly to engage in the buying process.

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.

Connect with Chris

10 Tips for Brands to “Go Local”

We’ve all heard the words ‘go local’ being touted for years as a way to shop – but how about as a way to advertise?

With social media platforms continuing to evolve, and new technology readily available for multi-location brands, local advertising isn’t just for mom and pop shops anymore. Big brands finally have tools enabling them to target very specific groups of people, starting with Facebook pages:

1. Local Facebook Pages
As a multi-location brand, you likely have a spotless corporate Facebook page with thousands of followers and a portfolio of amazing, relevant content. Your locations (through no fault of their own) may have a page that’s not quite as shiny, or even on-brand. You and your team may not even have access to, or even be aware of, all of the local Pages out there. In this scenario, a lot of brands may be tempted to publish a campaign from their corporate-controlled Facebook Page, targeting an audience in each of their location’s cities or DMAs.

Why? Well for one, it’s clean and easy. As the brand, you have control over what creative elements are used and access to all the advertising data. You’re able to see which markets are more responsive and make quick decisions to react to results.

While this seems to make sense, since you are footing the bill, it is really important to drill into those location pages and reap the benefits of getting buy-in from those on the ground at the local level, increasing their engagement and ultimately working together to drive revenue.

So we convinced you to set up local Facebook pages, or maybe you already have them… either way, it’s time to talk assets.

2. Hyper-Local Targeting
A brand that thinks local and allows its marketing efforts to follow suit, will be more relevant to its audience. Targeting hyper-local is more than viewing each location as a geo-targeting set. The benefits for brands targeting hyper-locally include building out a strategy that truly takes advantage of each location’s surrounding audience and working with the location to build up core custom audiences that can be used in tandem with their ads.

3. Dynamic Copy
Localized copy can be used to address key selling points specific to that area and location, while still maintaining brand-level messaging. Running an ad with dynamic copy allows you to give a shout out to the city or even the neighborhood that you’re advertising to. Your audience will recognize your brand and instead of navigating a corporate site to find their nearest store, they’ll be directed with one click to the location’s page. Win-win.

4. Brand Assets
Unlocking branded media and audience assets for locations are huge. You’ll be investing in the locations by giving them the tools that they need in their advertising arsenal to mobilize their marketing efforts through their own Facebook page, while still maintaining brand creative control. Most locations don’t have the resources to create best-in-class assets. You can give that to them with the comfort of knowing your brand is now protected at the local level. Brands that value this type of mutual control will be giving their locations a leg up from other competitors with access to brand assets and national audiences.  As a brand, you’ll begin to start harnessing the power of local partners backed by your brand.

5. Local Control
Brands need to develop a strategy that’s flexible and inclusive – one where corporate leads the way while locations still have input. All of these need to be put in action efficiently to ensure returns-on- advertising can be realized. Local control takes everything we’ve been talking about up to this point and gives the location a way to give their feedback, ensuring the campaign strategy you’ve put together up until this point is relevant and comprehensive.

6. Added Budget Power
You’ve done the work to get local assets, and you’ve built a smart and dynamic campaign that puts relevant branded ads in the hands of the location and their audiences. Now you’re benefiting from the local awareness generated, and the location is benefitting from traffic. The campaign is working – well! This is the time to give the location a way to see their results and an avenue to add more budget to drive those great metrics.

7. Tailored Ad Types
What do we mean by ad type? Well, whether your goal is to get people to notice your brand, engage with your location, or act on what they’re seeing – there’s an ad for that!

For a multi-location brand, there may not really be a one-size-fits-all Facebook ad that is relevant to achieving all your individual locations goals.  Since the ad objective is crucial to the success of the campaign, aligning the objective of the ad with the specific location is important for success on Facebook.  Just as the messaging should be tailored, the campaign objective should align with the business goal and other marketing initiatives of that specific location. Brands can help locations narrow down on objectives that will drive meaningful business results.

8. Location-Specific Testing
When we are talking about the above assets, we’re not just talking about one image or one set of copy – we’re talking about a group of assets. You are probably familiar with a traditional A/B test, but setting up ads from the local Facebook page will allow you to harness the power of Facebook to optimize each set of assets to that specific location. When a campaign is optimized for the location, you’ll find that one asset (the image or copy) may perform very well in one location, where a different asset wins in another.

9. Apply Learnings
So, what can you do with this information? You’ll be able to consider the overall macro metrics for a strategy, as well as each location-specific test to develop a multi-location view and then use insights from one location to influence another.

10. The Feedback Loop
You bet I saved the best for last!  All of the points above require a lot of communication with locations – from understanding their goals and finding alignment with the brand to asking locations to participate in the selection of campaign assets. In order to get the buy-in from those leading the charge at the local level, your local partners need visibility into the ad and the results that are being generated. The feedback loop you’ll build in all the points above helps to grow buy-in as well as gives your locations a proactive way to participate in your marketing.

Tiger Pistol solves the core challenges that brands face, executing multi-location campaigns by providing a platform that was purpose-built to deliver global-to-local, best practice Facebook and Instagram campaigns. For a single campaign or thousands, Tiger Pistol allows our clients and their end-users to launch social advertising in a time-efficient, cost-effective, and brand safe manner.

 

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

Laura Sebo, an Operations Manager at Tiger Pistol, has been creating Facebook ads for businesses for five years. Her education in economics and previous work as a copywriter drives her focus on ad optimization as well as end outcomes. When not in the office you can find her exploring state parks and mountain biking.

Follow Laura on LinkedIn 

Facebook Announces New Features to Get You Even Closer to Your Customers

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’s Platform Business Acquired by Cleveland-based Next Sparc to Accelerate and Enhance Company Growth Trajectory

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.

Navigating Your Way to Ad Acceptance

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.

  1. 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.

Email Us

Patrick Koepke is an Operations Manager over the Shared Services Team in Austin, TX. He is a digital native and passionate about the Tiger Pistol mission.

How Advertising on Facebook & Instagram can boost your TV Marketing

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.

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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.

World’s First Complete Multi-Location Solution for Facebook & Instagram Advertising

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!

Not Clickbait: How to Write Great Ad Copy

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.

And finally…

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.

10 Tips to Get the Most Out of your Facebook Lead Generation Campaign

Do you run an auto-dealership? A restaurant? Are you a dentist, a vet, a financial advisor? No matter what your business does, Facebook Leads Ads provide an effective way to gather contact information from potential customers and is critical data that can be leveraged when building a pipeline of new business.

Tiger Pistol’s purpose built technology makes it easy for multi-location brands to configure a Lead Ad and distribute it to thousands of locations in minutes, giving you more time to think about the content of the ad, and aspects that will drive meaningful outcomes for your locations.

Here are 10 tips that will help you launch a successful Lead Generation campaign:

1. Identify your goals: Before planning creative, copy, etc. it is very important to have a collectively defined realistic campaign goal (Target CPL, Lead Volume, etc.) We recommend focusing on a target CPL – this way you have a way to build a benchmark and work to improve over time.

2. Integrate with your CRM: If you’re already using a CRM like Salesforce, or an email marketing platform like Signpost, automatically sending leads that you generate from Facebook is easy, plus it’ll save you time from having to upload your new leads manually. Tiger Pistol can help to ensure your integrations work seamlessly via our api. If you don’t have a CRM – no worries – you can still download leads you collect from Facebook, or, if you’re a Tiger Pistol client, we’ll send you leads directly to your locations’ email.

3. Target people that are likely to submit their information: Leveraging first party data is a great way to allow Facebook to find people who ‘look-like’ your existing customer base via a Lookalike Audience. By targeting people that share similar traits to your customers, it’s likely they’ll be more interested in your business. If you don’t have first party data, use behavioral and demographic targeting instead, and make sure to think about commonalities or shared interests between your current customers.

4. Allocate a decent budget and timeline: Depending on what industry you’re in, Lead Ads can sometimes be more expensive to get in front of the right people. It’s important to recognize that these campaigns may demand higher budgets. Remember to focus on the lifetime value of what the lead means for your business. Facebook campaigns go through a learning phase, so make sure to give your campaign enough time to optimize and utilize the budget effectively.

5. Determine the value proposition: Prospects are more likely to submit their information in exchange for something they find valuable. Ask yourself: how can I incentivize my target audience to submit their contact information. Some businesses leverage a white-paper or piece of content, some offer free consultations or some type of gratuity, while some run competitions to generate more contacts.

6. Make sure your lead form fits your goals: If your goal is to generate as many leads as possible, a rule of thumb is that fewer form fields will lead to higher volume. However, if you’re looking to generate more qualified leads, consider adding qualifying questions to your Lead Form, such as ‘Are you looking to purchase in the next 3 months?’ or ‘What make and year is your car?’.

7. Abide by the Facebook Ads Policy: It’s important to ensure your ads are in line with Facebook’s Ads Policy, and you’ll need to accept Facebook’s Lead Ads Terms of Service before you can publish a Lead ad. Also, include a valid privacy policy in your lead form. The last thing you want is to be held back from launching due to a policy violation!

8. Use creative that speaks to the target audience: The most important thing to get someone’s thumb to stop on your content is the creative – it’s the first thing they see and is the only reason why they’ll slow down to read the rest of the ad. Use creative that speaks to your target audience. For example, if you’re targeting young adults, make sure your visuals represent young adults. If possible use custom imagery or proprietary images from your business or customers.

9. Use copy that is succinct and describes the value proposition: You have a small window time to get your message across – make sure you describe the value of your business and the incentive of your campaign.

10. Follow up in a timely manner: The success of all your efforts will be lost if you do not respond in a timely manner to a recently submitted lead. According to Hubspot, waiting 5 minutes to respond to a new lead can reduce chance of contact by a factor of 10x. We recommend getting in contact with the lead as soon as possible, at least within 24 hours – having the appropriate response time can be the deciding factor between a customer or a rejection.

 

Ready to create a best-practice Lead Generation campaign via Tiger Pistol’s multi-location social ads technology? Help Center today for a demo.

 

Gabe Smith is a Client Manager, who specializes in demand generation, B2B strategy, and customer service.

Coming Soon: NOT Clickbait: How to Write Great Ad Copy, by Julia Greenhalf.