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.

When Incentives Matter: Creating Value with Facebook Offer Ads

In some circles online offers get a bad rap, with marketers believing deals and discounts only attract low-value bargain hunters, or shoppers who would have made a purchase with or without an incentive. However, research suggests that this point of view is outdated: a recent consumer survey conducted by Bizrate Insights showed that more than 93% of internet users felt that discounts and coupons were an important factor in their digital purchase decisions. Without a strong offer strategy, marketers could be losing out on a valuable form of customer engagement.

When used thoughtfully, and combined with the powerful targeting and testing capabilities of Facebook Offers, online incentives can be an integral part of your marketing plan, capable of impacting consumers across their purchase journey.

We’ve outlined the basics before, but If you’re unclear of just how to leverage Facebook Offers, here are a few examples of what you can do with this versatile tool to drive valuable outcomes for your business.

1. Attract new customers – A common concern we hear from marketers is that if they launch a digital offer, they’ll only be redeemed by their current customers who would have purchased anyway. With Facebook Offer Ads you can put those fears to bed. Unique codes can be used to limit the number of discounts available and to track redemptions. Facebook’s sophisticated targeting functionality also allows you to exclude anyone you know has already made a similar purchase from being served the ad.

2. Encourage customer loyalty or re-engage lapsed customers – Smart marketers look to reward their highest value customers to keep them coming back, but also need to ensure these offers stay exclusive. By using a Facebook Custom Audience built from your CRM data or email list, only those you’ve selected will be served the offer. The same tactic can be used to target lapsed customers to encourage them to give your brand another try. Recent research from Accenture shows that this kind of personalized engagement is exactly what consumers are looking for.

3. Announce some big news – A new product launch or new store opening can be a make or break promotional opportunity. Make the most of it by tying your announcement to a special offer on Facebook. Create a Lookalike Audience based on your highest value customers or website visitors, living in or visiting the geographical area you’re looking to target to ensure your offer is seen by the people that are likely to redeem it.

4. Test and Learn – These days consumers have a lot of distractions vying for their attention. Using Tiger Pistol’s platform, you’ll be able to A/B test various offers to find the perfect incentive that brings new faces though the door, without having to waste your media budget on a deal that won’t perform. Take a look at the picture to the right for an example of how it works in Tiger Pistol.

5. Eliminate excess inventory – Facebook Offers can be the perfect tool to highlight products you’re looking to liquidate. Your offer can be set up to target consumers with specific psychographic traits and interests that would make them more likely to purchase the product you’re looking to remove from your stock.

Your business is unique and so are your customers. With Facebook Offers you’re able to tailor your message to incentivize the right customers at the right time in their purchase journey, to help you meet your business goals. When combined with Tiger Pistol, creating offers can be a simple easy process that’s automatically optimized to make the greatest impact to your bottom line.

Mike Winand is a Client Manager at Tiger Pistol, and has extensive experience helping businesses large and small to craft incentive-based marketing strategies.

Coming soon: 10 Tips to get the most out of your Lead Ad Campaigns by Gabe Smith.

Asahi Leverages Tiger Pistol for Vodka O Relaunch

Asahi Premium Beverages will launch a rebranded Vodka O spirit and premixed drinks range in Australia next month.

They’ll be running a digital campaign leveraging Tiger Pistol’s multi-location social ads technology. The campaign will be headed up by media agency Vizeum.

Find out more about the relaunch of Vodka O.

Help Center to learn why Asahi and other global CPG brands are using Tiger Pistol to drive meaningful, local results.

Digitizing your print coupons with Facebook Offer Ads

There was a time when print marketing was king – when small and large businesses alike jostled for the most consumer attention through print ads and coupons. While traditional forms of marketing are still around, 21st century marketers leverage the benefits of digitizing their print coupons and creating them as Facebook Offers. According to a report by Verve, Facebook users in the US will continue to grow this year to 169.5 million and “is still the most used social network among all age groups, except for teens.” This means businesses can reach more people by advertising on Facebook, and are able to measure that reach more effectively than print.

We all know that Facebook is a critical component of a holistic marketing strategy, so let’s focus on a particular Facebook product that has bridged the gap between offline and online: Offers. Facebook Offers enable marketers to create digital representations of traditional print coupons. Plus, they serve a number of purposes that print coupons cannot:

  1. They’re built to increase interaction with your Facebook Page, encouraging your audience to engage with your ad.
  2. They can persist in the minds of the audience through in-app and email reminders, and the audience can choose to move your ad into their Offers folder, which will set up a reminder schedule – including shortly before offer expiration.
  3. Audiences for Facebook Offers can be customized to balance reach with specificity to help ensure your Offer is seen by the most relevant people. You can specify your preferred audience behaviors, interests and demographics to help maximize relevancy, or better yet, use Custom and Lookalike Audiences.
  4. They make it easy for businesses to measure success with online and offline redemption capabilities.

survey by Valassis in Q3 2016 of 1,000 respondents in the United States found that 90% of respondents use coupons, and 50% of respondents use social networking sites to search for coupons. Leverage the power of Facebook Offers by following these best practice tips:

  • The best Offers are dominated by visually striking ad creatives, the most important of which is the image. Facebook best practices point to images with a clear focal point, not blurry, and only containing 20% or less verbiage/words.
  • The headline and body copy provide advertisers a meaningful way to communicate with their target audience, so make sure to use this real estate to drive offer claims by providing a clear call to action.
  • Include expiration dates (Facebook recommends offers to be seven days in length).
  • Most importantly, advertisers must adhere to Facebook’s Ad Policy. In case you missed some of our previous blog posts, Facebook has been cracking down on who can advertise, what they can advertise, and how they target their ads.

If you’re a multi-location brand and are ready to start running Offers for your Locations, Help Center today to see how you can leverage the Tiger Pistol Platform to publish 1000’s of localized ads in minutes.

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.

The Power of the Facebook Pixel

3rd party data has been a hot topic amongst the public and within the Facebook advertising industry in the last few months. In the wake of Cambridge Analytica, strengthening of privacy laws in the EU, and increased scrutiny from congress, Facebook has moved to restrict access to user data within its advertising platform. The message from Facebook is clear: the days of 3rd party data are over. In this new world, 1st party data reigns supreme.

The concept of “1st party data” is simple. It is data you as the end-advertiser collect on your own, with no reliance on a third party to obtain it. The Facebook Pixel is a simple and direct way for you to build audiences with 1st party data – i.e. your own web traffic. So while the prospect of data generation might sound scary to those in the SMB space, the pixel actually makes that data building quite easy. It requires very little technical know-how or effort to install. It’s as simple as copy/pasting 10 lines of code and waiting a few days for the Pixel to get some fires.

Facebook bills the Pixel as “a piece of code for your website that lets you measure, optimize and build audiences for your ad campaigns.” Funnily enough, this tagline is actually in reverse order in how one should approach leveraging the Pixel. In practice, the order of operations best works like this:

1. Build

2. Optimize

3. Measure

From the moment you install the Facebook pixel on your website it begins tracking visitors and matches them to Facebook users. While website visitor data alone opens up its own set of tactics (e.g. remarketing via Paid Search), where the power of the Pixel truly manifests itself is through Lookalike Audiences. These audiences are created by Facebook hashing the website visitor data captured by the pixel and finding other users with similar attributes. It works out something like this:

The lookalike process is anonymized: you won’t know exactly what traits the hash aggregates, but that’s okay. The resulting Lookalike Audience generated will include users with similar characteristics whom have not yet visited the website. Put simply, Lookalike Audiences create an avenue to finding new customers.

For example, a golf related e-commerce website might have a lot of users visiting their website, who also like the PGA Tour Facebook Page, and/or are “interested in” golf. The Lookalike Audiences will account for this – Facebook will literally find more people who like the PGA Tour Facebook Page, are also “interested in” golf, and share similar traits and demographics as the website visitors.

Lookalikes are also available with Custom lists, provided your business has such information like name, email, and phone number stored for your customers or prospects. The Pixel is not only perfect for audience building, it also enables you to measure the success of your ad campaigns more effectively. Pixel tracking also let’s you track website behavior, such as ‘adds to cart’ or ‘newsletter signups’ and, if set-up correctly, can even provide a view on the dollar return of conversions.

If you’re skeptical about pasting the Pixel on your site, think again… The data speaks for itself:

  •  The sock e-commerce company Bombas saw a 2X increase in product purchases and a 23X increase in sales per ad set using Lookalike Audiences based on their most valuable customers.
  • When the fast food chain Rally’s and Checker’s added Lookalike Audiences to their targeting for it’s “1 Day Deal” campaign, it saw a 10% increase in sales over the previous year.
  • Game Hive targeted its ads to a Lookalike Audience based on those whom already downloaded the app and saw a 40% increase in app installs.

In all the examples above, and many more, advertisers took their campaigns to the next level by leveraging the audience building and measuring power enabled by the Facebook Pixel. Just 10 lines of code gives every business, from sole proprietors, to the nation’s biggest brands, access to first-party data. No outside research firms or guesswork required.

Tiger Pistol can help take even more of the guesswork out of Facebook Advertising. Help Center today to learn more.

Chris Mayer is a Client Solutions Lead at Tiger Pistol and leads onboarding of U.S. partners. He has extensive experience in the brand and SMB Facebook advertising space.

Coming soon: Offers: Digitizing your print coupons with Facebook Offer Ads, by Patrick Koepke.

Facebook’s Democracy: “Safe & Civil” Advertising in a Sea of Policy Change

NB: Tiger Pistol does not condone nor promote the utilization of targeting for discriminatory purposes.

Facebook policies exist to keep advertising “safe and civil”, driving the social network’s mission of connecting the world via a positive user experience. But when Facebook continues to make swift, reactive changes based on public outcry, it’s hard to stay in the know of what their policy actually stands for, and what it means for advertisers.

 

Should we be a little frightened?

On a macro level, one could view Facebook as a governing body. Patrolling the millions of active users in the U.S. is a feat in itself; when things go awry, a new policy is encoded and we’re back to being ‘protected’. When Facebook gets slapped with a complaint, a lawsuit, or even brought to court in front of the Senate, they quickly create a new policy or update an existing one, sometimes making it more difficult to advertise. And a trigger-happy Facebook is a little frightening – similar to Trump, Facebook’s reactions and policy changes have been swift, reactive, and garnered the same negative media coverage. Trump gets enough airtime elsewhere, so let’s get back to why we’re here…

 

What changes were made?

The policy changes started to pick up speed after the October 2016 ProPublica report, essentially broadcasting that Facebook enables advertisers to publish campaigns with exclusionary racial targeting parameters, specifically with regards to employment, housing and credit. While Facebook didn’t fully admit wrongdoing in 2016, it firmly stated Facebook would first “automatically disable the use of ethnic affinity marketing for certain types of ads” and carefully scrutinize all ads using “ethnic targeting”. A year later, after second ProPublica reportwent public, Facebook directly responded to an obvious violation of both the Civil Rights Act of 1964 and Fair Housing Act of 1968, and rolled out the Non-Discrimination Policy, more fondlyknown as the “Employment, Housing and Credit Opportunities” compliance error.

To be clear, advertisers have always utilized racially-biased inclusionary and exclusionary targeting, that’s nothing new – even Facebook’s Head of Multicultural tried to make a case. But this wasn’t right because it was Facebook, and users weren’t happy. All of a sudden, Facebook Ads were not “safe and civil.”

The policy has had a few iterations, with the most recent change appearing quite abruptly in August this year. Facebook decided to remove “over 5,000 targeting options to help prevent misuse.” Again, keeping their advertising “safe and civil” by promoting a positive advertising atmosphere. I guess that’s what happens when HUD files a complaint against you.

 

How do the changes play out for advertisers?

In their April 2018 statement, Facebook specifically states, “a business’s success depends on finding the right customers.” How is an advertiser to be successful if they can’t find or target their potential or existing customers because of a policy that now prohibits them to do so?

Hopefully our example below provides some helpful insight into how the policy changes may impact your advertising, and what you can do to still drive meaningful results from Facebook.

  • You’re a Latina realtor searching for potential new clients and want to launch a campaign in Spanish to speak to directly to your target audience. Your selected audience is to target Spanish and potentially English-speaking Latinos in your area (parameter: Hispanics – US (All)) and you’re all set. Campaign: published.
  • Bad news: your campaign will be immediately disapproved. Under the Non-Discrimination Policy, your vertical falls under “Housing” and is not acceptable under the new rules.
  • Good Decent news: You can still target by Spanish-language, albeit narrowing your audience and decreasing your potential reach, but still allowing you to publish your ad and be seen by some, not all, of your target audience.

While the changes are certainly designed to protect users against discrimination, has Facebook actually done a disservice to businesses that rely on cultural affinity targeting to get in front of prospects? Thankfully, Tiger Pistol is here for our customers and can navigate those tricky waters. Our team is dedicated to learning, adapting and strategizing our client campaigns following every new policy change. We’re here to help!

 

Analissa Moreno is the resident bilingual Social Specialist for the Managed Services team in Austin, TX. She fulfills for Tiger Pistol in English and in Spanish.

Coming Soon: The Power of The Pixel by Chris Mayer.

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.

Influencers: Are They Worth The Cost?

If a Kardashian sneezes, the whole world knows about it. Not just the sneeze itself, but what brand of tissue she’s using. #sneezing #sahsick #tissue #kleenexonfleek

Question:

What do the Jenners, the Kardashians, local Aussies Rozalia Russian and Kayla Itsines, all have in common, aside from being ridiculously good looking?

Answer:

  • They have an average of 60 million engaged followers.
  • They’re all spruiking a ton of brands
  • They’re all making some cold, hard, delicious cash from it

Don’t be fooled by what may seem like a bit of fluff. These people mean business and they’re raking it in.

But why has Influencer marketing become one of the leading ways for marketers to get their brand in front of their target audience? Facebook feeds, Instagram feeds, Snapchat feeds, all the feeds continue to experience content overload, so it makes sense that marketers approach celebrities and Influencers to support their brand awareness efforts. However, before you get swept up in the glitz and glamour of it all, is there actually any value in approaching an Influencer to help promote your business? While Tiger Pistol is an ad tech platform, the people that work here are marketing experts. So we’re providing you some advice on influencer marketing, for free!

Is an Influencer Really Worth the Cost?

According to a study by Nielsen Catalina Solutions conducted in partnership with influencer marketing software TapInfluence, the ROI is 11x higher promoting a product, service or brand via an Influencer over traditional forms of marketing.

Despite that, the notoriously hard-to-market-to Millennials actually prefer to use products recommended by their peers, not celebrities.

Furthermore, U.S. Influencer marketing company, Collective Bias, has the stats to back it up:

  • 70% of Millennials say they make purchases based off peer recommendations, and
  • 30% of Millennials are more likely to buy from non-celebrity bloggers.

So maybe instead of spending a million getting Kylie Jenner to feature your product in one of her 1000’s of Instagram Posts, consider finding a different type of influencer that may appeal more to your target audience.

How to Find the Right Influencer

Tip #1: Start by asking your friends, family and co-workers about bloggers and people they follow on social media that align with your brand. The person you’re looking for, ideally, is already using something similar to your product or service, and are genuinely passionate about it. From what we’ve learnt, you don’t need to have paparazzi following your every move to be of influential value.

Tip #2: You want an influencer who not only has a large following, but also has engaged followers. Their followers are tagging friends in the comments section and sharing their posts. A celebrity with a large number of followers but virtually no engagement can be less effective than an Influencer who has a humble amount of followers and a lot of engagement with the content.

Tip #3: Get on the ‘Gram and search the #hashtags to find yourself an Influencer that won’t cost your company an arm and a leg to partner with.

Learn more tips and tricks from the Tiger Pistol Blog.