Facebook’s New Tools to Drive Gift Card Sales

In an effort to provide more ways to support businesses within its community, Facebook announced it recently added a new way to help SMBs connect with their audiences by setting up gift cards through one of two partners.

“When you set up a digital gift card with one of our partners, people in your area will be able to discover it right on Facebook. When they click on your gift card, they’ll be able to purchase it online immediately.” – Boost with Facebook

In three easy steps, you can set up a gift card and have it discoverable via a new “Support Local Businesses” prompt within a user’s News Feed. To implement, SMBs need to first set up an account via Square or Kabbage, the two partners providing gift card support. 

Credit: Boost with Facebook

Facebook is also providing several recommendations to promote these gift cards sales.

  • Create a Post – Facebook recommends creating a post and linking your gift card for easy access within your Page. They’re also promoting the use of premade gift card templates specifically for this content.
  • Post a Story – Once your post is created, Facebook recommends posting a story to your Page to garner more awareness. Reach is important!
  • Go Live – Facebook recommends trying a live session to not only promote your business but also call out your gift card promotion.

With more users online during this virus, it’s a great time to take advantage of advertising across social media platforms. Staying relevant, connected, and top-of-mind is key over the next several months.

For more information on how Facebook is helping small businesses, visit the Business Resource Hub. Looking for more ideas on how to promote your local business right now? Check out our blog Posting and Advertising during Quarantine: 50 Small Business Social Tips for 50 Industries.

Posting and Advertising during Quarantine: 50 Small Business Social Tips for 50 Industries

While there may be a downturn in customer spending, there is an increase in customer touch points and attention. With Facebook usage up 50%, it is more important than ever for small businesses to turn to social media to maintain relevance and build relationships in their local communities.

As one of our client’s put it,

“Relationships built in times of crisis are ones that last.” 

We asked our team of social specialists to come up with 50 social content tips for 50 industries – complete with some real-world examples of best-practices they’ve found. 

Here’s what they recommend: 

1. Antique Stores or Resale Shops 

Share video and blog content on how to up-cycle in your own home (furniture or clothing). Leverage Facebook’s Marketplace to sell your antiques on Social. Facebook Marketplace is used in 70 countries by 800 million people. 

2. Art Studios/Painting Places

Promote sign-ups for virtual lessons with a pre-order list of supplies with product links. Utopian Bizarre got creative by offering take-home paint kits of pre-drawn canvases with curbside pickup. 

3. Bakeries

Offer delivery/curbside pickup and drive sales through social. Birthday, anniversaries, and the like still take place, even if customers are homebound. Take pictures and post special highlights of customers purchasing cakes/treats to celebrate their special occasions. If you’re feeling creative, think about hosting a virtual baking class, with users purchasing a ticket online.

4. Banks and Financial Advisors

With so many out of work, it’s important for banks and financial advisors to ramp up content to share on Social. Some ideas include saving/budgeting tips, online banking for beginners, and saving for retirement in a recession. Build your mailing and email lists with signups for webinars, which could be as simple as a live Q&A. 

5. Bars

Teach a virtual cocktail-making class. Promote with sign-ups to collect customer information for email offers or invites to your “Grand Re-opening” party. 

6. Beauty Brands and Salons

Offer tutorials or instructions for keeping hair, nails, and skin healthy at home. Encourage gift card purchases for use at a later date, and drive consumers to your website through social advertising to boost online sales. During Q1 of 2019, 37% of beauty  buyers stated they typically found out about beauty brands or products via ads on social media, and 33% stated that recommendations or comments on social media led them to discover a new product. 

7. Book Stores

Offer virtual story time for kids and virtual book clubs for adults. Encourage signups for these events so you can use contact information at a later date for promotions, events, and offers, plus drive consumers to your website through social advertising to boost online sales

8. Breweries

Use video or virtual classes to educate your community about different beer styles or your brewing processes.  Depending on the state you’re located in, offer delivery or curbside pickup of crowlers to go. Just like with bars, be sure to promote classes with sign-ups to collect customer information for email offers or invites to your “Grand Re-opening” party. 

9. Builders/Carpenters

People are homebound, and they are no doubt evaluating their living spaces. Offer DIY videos for making organization items like bookshelves or shoe racks. When they’re ready to make big home improvements or build a new home, they’ll remember how you shared your expertise. 

10. Bed and Breakfasts

When people can get out again, they will. Right now, many may be researching options for a quick trip. Offer content on things to do in the area around your B&B and provide a way to purchase gift cards/gift certificates. Additionally, post video lessons on how to make the yummy breakfasts you serve. 

11. Car Dealerships

Post virtual tours of cars and their specs, and/or videos to show off cool new features on your latest models. Encourage people to purchase online using social media advertising. 51% of auto consumers aged 18-34 discover new automobiles on Facebook.

12. Caterers

Offer registration-only online cooking classes of dishes you can make with standard staples. Promote on Facebook to increase registrations and add those contacts to your email lists. 

13. Chiropractors

Share work from home tips like home exercises, and how to maintain good posture at your desk. 

14. Cleaning Services 

Lots of folks are looking to Spring clean while home-bound. Share tips and tricks for problem areas like grout, shower ceilings, rust stains, etc.  

15. Clothing Stores/Boutiques

Over 40% of US fashion shoppers who use social media to discover new retail fashion products and brands say that advertisements on social media help with discovery. Make sure to post your inventory on Facebook and Instagram with sizing and prices, then offer curbside pickup or delivery. Leverage Instagram Shopping so that people can buy your products directly from photos and videos. 

16. Coffee Shops

Offer to-go/drive-thru services, latte at home instruction videos, or Zoom a gathering for “open mic night.” Bitty & Beau’s of Wilmington, NC is one of the coffee shops across the country who made the choice to close its doors, yet it is offering online ordering of merchandise and ground coffees. Also super clever, Walkie Talkie, a local coffee shop in Ohio, has developed t-shirts to sell in collaboration with a local print shop and several other area businesses. The site linked lets you choose the local business to support with your t-shirt purchase.  

17. Computer/Tech Repair 

People may be skittish about bringing their computer in for service, even though remaining connected is more important now than ever before with so many working and educating from home. Offer videos to troubleshoot common problems and virtual consultations.  

18. Interior Designers

When people are stuck at home, they are bound to notice a lot of changes they would like to make. Be helpful during this time. Offer best practices for furniture rearrangement, color usage, and more. Build your email and mailing list with sign-ups for virtual design sessions.  Offer promotions for locking in future appointments now. 

19. Craft Stores

People are picking up new hobbies, and there is a craft for everyone! Offer tutorials and guides on popular crafts like embroidery, knitting, and more. As an added bonus, link the supplies for online orders. Keep the whole family entertained with “how to” kiddie crafts. Mask-making is a necessity now to help our medical workers. Offer video instructions on how to sew them and how to donate. 

20. Dance Studios

Provide online instruction for your students. Cultivate future business by posting fun dance tutorials to stay active while at home. Many students are at home now. Partner with your local school systems to drive traffic to your Facebook Page so students can use your posted dances for physical education credit. 

21. Dentists

While everyone is focused on ramping up good hygiene, remind folks that it extends to their dental care too. Post videos on proper oral hygiene that parents and teachers can show kids and health classes.

22. DJs

Have a setup at home? DJs and artists across the globe have been hosting shows and sets directly from their homes. Post a set time and where you’re streaming for people to tune in! In the US, 49% of concertgoers discover shows on Facebook, Instagram, Messenger or WhatsApp, making Facebook the top source of digital discovery. Just because you’re going virtual doesn’t mean people aren’t looking to hear from you!

23. Florists/Garden Centers

Offer videos on caring for useful plants and their purposes, growing your own gardens, and growing spices and how to incorporate them in home cooking. Offer delivery and post your inventory on your Instagram/FB stories to show off new arrivals. Pettiti’s Garden Center has created videos on how to start gardening indoors from seed, as well as posts on their new safety procedures and opportunities for delivery and curbside pickup. 

24. Furniture Stores

For a small operation, stage your inventory and post photos to your social pages. Special items should be front-and-center. If you want to stay on trend, offer curbside or contactless pickup after someone makes a purchase.

25. Galleries

For many gallerists, shows and fairs are the best way to gain exposure, gather new collectors, and interact with existing buyers. With major fairs being canceled and postponed until the fall, galleries are moving their business online. Check out Catherine Couturier Gallery in Houston TX who started a blog series entitled Safe in the Studio, and will feature a new gallery artist each week and will be discounting three pieces for one week. This is both a great way to drive traffic to your website, but also gain new followers and potential collectors! 

26. Game Shop 

Highlight new games (especially educational games!) and work from home tech essentials. Offer curbside pick-up. 

27. Groomers

Hold a Pet Photo Contest and promote gift card sales. Offer curbside pickup of pet shampoos. Give DIY tips for cutting dog bangs and necessary areas until your pooch’s next appointment.  

28. Gyms

Start providing virtual classes and drive sign-ups through social. Champions Fitness Center in Cicero, NY offers videos of partner workouts fans can do with their kids

29. Home Services (HVAC, Plumbing, Pest Control, etc.) 

These essential services that would no doubt have to enter homes for emergencies should be sure to post safety measures they are taking to avoid the spread of Covid-19. DIY videos to troubleshoot common problems would certainly provide welcome relief for many homeowners. 

30. Lawn Care 

Offer tips to keep your lawn healthy and tips for spring cleanup. If you are still servicing customers, share what methods you’re using for online payment or pre-pay to minimize social interaction.    

31. Lawyers

Attorney-client privilege doesn’t stop with quarantine. Provided you and your clients secure networks, video consultations are a great option. 

32. Learning Centers

This is a perfect time for children to learn and grow. Help parents keep their kids busy with fun activities like coloring pages and science experiments they can do at home! Most parents are not certified educators, so we suggest offering virtual tutoring as an alternative source of income. 

33. Liquor Stores

With bars and restaurants being closed, now is a great time to encourage people to make their own signature drinks at home! Provide unique recipes and training guides to help amateurs become expert bartenders. 

34. Massage Therapists

Close-contact with clients is not an option in many states, especially where non-essential businesses have been forced to close. Promoting gift card specials is a popular option for therapy collectives. Are you a solo therapist? Posting quick and easy DIY massage techniques to your social pages, such as acupressure points, is a simple way to keep your community engaged and garner more followers. 

35. Moving and Storage

With folks at home taking the opportunity to organize, offer optimal packing tips for those cleaning attics and basements. 

36. Museums

Museum folk, you’ve got loads of content! Have an online collection? Drive people to your website. Is your catalogue or archive digitized? Have a curator give a mini-lecture on a piece of artwork or artifact. If you want to try something new, check out the Oklahoma Cowboy Museum’s new Social Media Manager. Are you following the #MuseumAtHome movement? If so, the Akron Art Museum will be providing something daily for the next several weeks for everyone in the family – they’re even launching a podcast!

37. Musicians

Online concerts or mini-sets are a great way to reach your fan base. No matter what your genre, posting a video to your Instagram or Facebook Page helps you stay top of mind. You never know when you could go viral – just look at the Colorado Symphony!

38. Nutritionists

87% of 18-34-year-old food shoppers in the US say they discover new food or recipe ideas on social platforms. Post helpful recommendations on what good, better, or best snack options those of us in quarantine should eat. If you have a knack for creating infographics, Instagram is a great place to post and gain new followers – you never know, you may get a new client!

39. Pharmacies

Local pharmacies should post drive-thru/curbside pickup or delivery options. Be sure to include hours of operation and any method of prepayment or online payment to avoid social interaction. 

40. Photographers

Showcase photo editing tips and posing tips. Austin photographer Courtney Rutherford of GypsySky Photography has been taking pictures of people – social distance maintained – to support Austin Hopes, a non-profit that ensures schoolchildren have meals on the weekends.

41. Physician Offices

Offer telemedicine evaluation sessions via Zoom and share your method for booking appointments. Be sure to share protocols if patients do have to come into the office to be seen. 

42. Professional Organizers

Now is your time. With many at home, potential clients are looking for sound advice on how to declutter. Share methods to book FaceTime or other virtual appointments to advise on spring cleaning. 

43. Psychologists/Psychiatrists

In-person office visits aren’t feasible during quarantine, but that doesn’t mean you can’t get some face time through a virtual visit. Free services like Doxy are easy ways to reach your patients and keep connecting when they need it most. 

44. Real Estate

While face-to-face interactions may have decreased, now’s a good time for agents to build trust and their personal brands by offering content on home savings, home improvement, mortgage explainers, how to stage a home for sale, and virtual tours. Offer one-on-one virtual consultations to generate and identify potential leads. 

45. Restaurants

As a restaurant owner or proprietor, delivery service within 5-miles or curbside pick up is a surefire way to ensure your regular customers stay regular. If your restaurant has gift cards available, utilize your social pages to promote gift card purchases that can be utilized at a later time. An easy idea would be “buy a gift card with your meal, get a free dessert”! 

46. Retail Stores 

Drive sales with social promotions and instructions for drive-thru pickup or shipping possibilities. Be sure to highlight comfort items and clothing, and leverage Instagram Shopping so that people can buy directly from your Instagram posts. 67% of US fashion shoppers say they use Instagram for fashion-related activities. 

47. Test Prep Centers

This is the time that most students are finalizing their college plans, take advantage of that and promote any resources or virtual tutoring that your facility offers. Help students get excited!

48. Toy Stores

Offer a virtual Lego club. Request sign-ups for space on Facebook. Build an email list from these contacts to continue the club in-store once shelter-in-place restrictions are lifted. Sir Troy’s Toy Kingdom, a toy store that typically offers Lego clubs and mini-figure swap nights, is offering a Monthly Mini-figure Mailing Subscription! A great idea for folks who want to build their collection, and a great idea for Sir Troy’s to build their mailing list! 

49. Veterinarians

Share tactics for pet owners to keep their furry friends active and entertained. Offer recipes for DIY pet treats to make/bake while home.

50. All Businesses

As a general tip for all industries, use this time to create content – videos, blogs, social posts. Content will help with SEO and engagement on your social properties so you can remain top of mind not just now, but also as the world is able to carry on business as usual.  Facebook is also offering these downloadable post templates to communicate your message. Check them out now!  

Hungry for more local advertising content? Tiger Pistol’s Analissa Moreno gives a great overview of Local Advertising in a Time of Social Distancing. Check it out here. 
Looking for more local social advertising best practices?  Check out our Resource Page

Tips and stats contributed by Tiger Pistol’s Talia Wachtel, Katia Koerner, Analissa Moreno, Yanira Durant, Laura Kraay, Casey Zaffin, Amy Abell, and Christina Morello.  

Playbook: Social Advertising at Scale for Agencies

Tiger Pistol enables social advertising at scale for digital agencies through an innovative approach to social ad fulfillment. By combining turnkey solutions with smart automation, we’ve made it simple for an agency to build a best-practice social advertising program that is both profitable for you and your clients.

See how your agency can simplify onboarding, connecting individual location pages at scale through an automated, low-touch process, then create, distribute, and publish brand approved campaigns to hundreds or thousands of locations in just minutes with high quality and low risk of errors.

Playbook: Social Advertising at Scale for SMB Resellers

When it comes to selling your social advertising program to independent and affiliated local businesses, SMB resellers need a both simple method to onboard customers and an easy, efficient method of setting up and publishing campaigns.

Unlocking Local Activation at Scale is the social advertising playbook that reveals how you can get to market quickly with ability to connect individual location pages at scale through an automated, low-touch process plus everything you need to consider to effectively sell and support social ads for your customers.

Increase Local Food and Product Delivery Orders with Facebook Ads

Online to offline activation has always been a unique challenge for quick serve restaurants (QSR) and consumer product (CPG) brands who want to reach the millions of consumers on social media, but also need to compel them to buy from a brick and mortar location. The recent business challenges brought forth by the COVID-19 pandemic have suddenly made the second part of the online to offline funnel quite difficult. Though this does not mean QSR and CPG brands do not have options. 

Recent innovations with app delivery services were already moving in to help middle man the online/offline divide by connecting consumers with delivery contractors to deliver food. With more people staying home, but also still needing to eat, one might expect delivery demand to be on an upward swing in the coming months. So what does local social look like when you can’t rely on driving footfall to a brick and mortar location, but also still need to generate ROI for your multi-location QSRs or CPG clients?

It’s simple really: 

  1. Hyper-targeted local ads for every one of your locations, reaching users in the immediate vicinity within delivery range.

  2. Campaigns are published through the local stores Facebook Page, but direct users to order through the delivery service.

  3. Deliver increased sales for the store location, while also promoting the brand’s products, by driving consumers right to the point of sale. 

 

The strategy, while simple, rests on execution. Reaching consumers with highly-targeted, local ads is not easy to do at scale. But the extra effort pays big performance dividends. By publishing unique campaigns for each location, focused on their unique sales area, and through their local pages, you gain the benefits of locality.

First, you deliver a more relevant ad to the local consumer; they see an ad from a local business profile in their neighborhood. This is important, whether you are working with a chain or independent businesses. You want to be serving an ad to consumers that feels like it’s from their store – their favorite taco shop or their community drugstore, and not some far off product or brand. That familiarity with ads plus the ability for users to jump straight into the ordering experience is a potent combination. It’s an approach the Facebook bidding system likes too, because more relevant ads often cost less to deliver.

At Tiger Pistol, we partnered with a quick service ice cream shop and a delivery service to fulfill local campaigns. Ads were geo-targeted for the delivery partners and restaurants combined sales area. The creative of the ads focused on the individual store and their food offerings, but each ad’s “Order Now” button drove to the delivery partner’s online ordering page for the store. This national-to-local partnership approach resulted in an increase of customers who clicked through to order by more than 620%, increasing sales, and driving desired outcomes for both partners. Being able to deploy robust local ads quickly, with a means to rapidly direct consumers to the point of purchases remotely, is not only a strategy for the challenges of today, but more importantly, a future-proof strategy as more consumers move their buying habits to fully digital.

Webinar: Quality Over Quantity – The Changing Face of 2020 Marketing

As a marketing leader, you’ve probably been pummeled with the phrase “quality over quantity.”  The days of spray and pray are over, but that doesn’t mean you can’t be strategic at scale. 

Tiger Pistol is partnering with the Incite Group to bring you the live webinar Quality Over Quantity – The Changing Face of 2020 Marketing. Tiger Pistol’s Talia Wachtel, VP of Client Management, will discuss: 

  • How localization drives social ad relevancy, increasing desired outcomes and decreasing cost of advertising
  • How a global-to-local approach can bridge the gap between national advertising and local activation
  • How creating a symbiotic data-sharing relationship between a brand and its local partners can better activate the power of local campaigns and drive big goals at the national level

Talia will be joined by 

  • Tim Rickards, Marketing Director, Acquisition & Engagement, Charles Schwab
  • Heidi Gracie, Executive Director, Strategic Marketing and Communications, Arizona State University
  • Nicholas Zeisler, Principal, Zeisler Consulting
Quality Over Quantity – The Changing Face of 2020 Marketing
Wed, Apr 1, 2020
9:15 AM – 10:00 AM PST

Register now and you’ll receive a link to join live. Alternatively, registrants will receive the recordings, so you can watch in your own time. 

Expert Take: How to Create Cohesive Social Ads

Advertisers shouldn’t let other advertisers have ugly ads. There, I said it.

These days, a beautiful ad – one that really knocks your socks off – shouldn’t be hard to come by, one would think. With the abundance of tips, tricks, and even courses on how to create best practice ads, many fall short and feel like they’re just missing that “thing.” I think we can all agree that a non-cohesive ad comes off as a hot mess of unrelated imagery, poor copy, and inaccurate or conflicting calls-to-action.

So, why does this happen? In most cases, I’ve found that advertisers want their ads to say something specific. They want their headline to be their name, their body to say something about their offer, and they may or may not even utilize the link description real estate. When it comes to imagery, it can run the gamut – from custom imagery suitable for advertising to stock imagery that’s cold and has nothing to do with the campaign.

Of course, when your hands are tied and an advertiser makes a requirement, the ads you publish on their behalf may not be up to your standards. There’s not much you can do other than provide support where you can. In these cases, I believe it’s best to drive monthly conversations about improvement and change bits of the campaign here and there when you can. Eventually, you’ll get what you want, and they’ll be even happier.

When you are in charge of content creation, be smart. Everything should come together in a harmonious way:

  • Copy should reflect the offers and business goals of the campaign. Remember the headline should hook users in and drive them headfirst into your goal. Imagery should accurately reflect the above copy.
  • Using custom imagery is always preferred, where possible. If there’s text or symbols in your image, make sure it’s in the correct language for your audience.
  • Call-to-Action buttons should also reflect the copy. If the button says “Call Now,” users expect a direct dial upon click, not to be sent to a website.
  • Bonus: Lead Forms should reflect the ad’s offer. Qualifying questions should ask questions related to the offer, and any messaging should tie back to the copy.

Just remember – you wouldn’t leave your house in a mismatched outfit, right? Don’t be that advertiser and think before you publish.

Want to learn more about best practice Facebook Advertising? Explore our resources. 

Analissa Moreno supports Tiger Pistol’s Value Added Reseller social advertising team by managing fulfillment for the Spanish-speaking portion of the portfolio, providing obscure Facebook and Tiger Pistol product knowledge to her teammates, and diving into new reporting projects across the business. Tiger Pistol  creates, deploys, manages, and optimizes high-performance Facebook and Instagram ads at unprecedented scale for global brands, SMB resellers, and agencies that serve multi-location brands.

Playbook: Social Advertising at Scale for Multi-location Brands

While some major platforms have begun to offer advertising objectives that align with local needs such as calls or visits, none come close to the easy, effective tools Tiger Pistol provides to activate and manage your multi-location brand’s social advertising at scale.

Unlocking Local Activation at Scale is the social advertising playbook that reveals just how simple and efficient Tiger Pistol’s social advertising platform makes it for multi-location brands to onboard and empower their local stores or channel partners with brand-approved, best practice, Facebook and Instagram campaigns — all customized for their local audiences.

Ready to streamline your time to results?

SMB Resellers and Agencies: How to Make the Most of the Conversions Objective

Whether you’re an agency or an SMB reseller that delivers ads for small businesses, you’ve probably heard about Facebook’s Conversion Marketing Objective. Perhaps you have been wary of trying it out, or maybe you’ve tried it and found yourself navigating the difficult choice of what exact type of conversion to optimize for. In either case, Facebook’s Conversion and Attribution measurement tools have received numerous additions and refinements over the last few years, and the value advertisers derive from these improvements has specifically sparked popularity for the Conversions Campaign Objective, which optimizes the delivery of your Facebook Campaign specifically towards a conversion event, rather than say, a website click or person reached. 

ROI is, of course, the ultimate goal of any advertising effort, so one might naturally ask, “Why would I ever choose an objective that’s not conversion optimized?”, or even “Why would I choose to optimize towards anything but purchase conversions?” It turns out the latter is the more complicated question, but one you can answer when armed with the right information. It all has to do with how Facebook’s ad bidding works, which involves a combination of factors: your advertiser bid, estimated action rates (i.e. how your target audience responds to the ad), and overall ad quality. As Facebook notes, “together, estimated action rates and ad quality measure ad relevance. In fact, we subsidize relevant ads in auctions, so more relevant ads often cost less and see more results.”

Let’s think about what this means in the conversions context, using a simple example of a local golf supply shop with an online store on their website. Naturally, they want to move as much product as possible, and focus their targeting efforts on people interested in golf. So they set up a Conversions Objective Campaign targeting people interested in golf. Let’s set aside for a moment the question of which conversion event they should choose. Instead, let’s first illustrate how optimization works between the Facebook objective and target audience:

Breaking this equation down, first we have our target audience, a combination of the golf store’s sales area and customer base, or simply “people interested in golf.” A lot of people on Facebook are likely interested in golf products, but only some of them probably use, buy, or browse products regularly. This is where Facebook’s optimization comes in to help, as it tries to identify those users in the pool of people “interested in golf products” who are likely to take the chosen action of the Facebook objective. 

In this example, we have chosen the Conversions Objective, so you can think of it as a hierarchy. We want people interested in golf, who are likely to convert. Another way of thinking about it is this results in a smaller pool of users that becomes our “real” or ideal target audience – the “convertors” among those interested in golf. This leads us nicely back to the question of the conversion action to optimize for, as this will modify who Facebook identifies as the most likely to take the conversion action in the “convertors” group. 

Facebook’s own provided guidance on the matter is as follows: “We recommend optimizing for a conversion that occurs at least 100 times per month without running any ads. If your website doesn’t get at least that many conversions without ads, it’s very unlikely that we’ll be able to find enough converters through ads for your ad set to be successful.” Additionally, they also note that purchases are the “rarest type of conversion” Or perhaps, more precisely said, typically the most expensive type of conversion.

In the end, it all boils down to Pixel data and which actions can be tracked on your website through the Pixel. Facebook’s guidance recommends that you should only consider the Conversions Objective if you have a history of 100 Pixel fires on “page view,” “add to cart,” and similar type events. This context helps us in selecting conversion events, but what about the strategic decisions, especially for an SMB who has a more limited advertising budget?

The key is to adapt and learn. For an SMB with website traffic in the low thousands per month, you likely won’t have enough purchase actions tracked on specific products to reliably optimize “purchase” events right of the gate, and you may find that even if you do, it’s still not as cost effective as optimizing toward more common conversion events, like “view content,” “add to cart,” or “add to wishlist.” For example, “add to cart” instead tells Facebook to look for users in the “interested in golf convertors” pool who are showing purchase-intent behavior, as opposed to verifiable conversions, like “purchases.” Remember, there are always going to be less purchasers relative to more common conversion events, unless of course your business’ conversion rate is 100% (wouldn’t that be nice?).

When optimizing towards people showing purchase intent, you are potentially gaining more cost effective targeting, as those users will be easier to reach, because, of course, these are not exacting parameters. Maybe I, for example, viewed a golf product on a big box store’s website and opted not to buy the product after adding it to my cart. Perhaps, I simply forgot to checkout or changed my mind at the last minute. The Facebook Pixel captures this behavior and recognizes me as one of the users showing purchase intent on golf products. Maybe when I see an ad for the SMB golf store, I like the price or the quality better, and opt to purchase from them immediately. The golf store just got a lower cost conversion by optimizing towards purchase intent. 

The possibilities are infinite, but it is important to keep in mind how Facebook’s optimization and objectives work when making these decisions. There is never going to be a “one size fits” all approach when it comes to choosing the right conversion event to optimize for, but through smart data analysis and guided testing, you can make the Conversions Objective work for just about any business with a website with a bit of traffic. 

Learn how Tiger Pistol puts the Conversion Objective to work at scale. Request a Demo Today!

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

An Advertisers’ Guide to Facebook Stories (and How to Leverage Them at Scale!)

The way we share information constantly evolves, and, as advertisers, we’re always looking for fun, fast ways to tell our story and promote our business. Facebook’s standard placements are proven drivers of user engagement and great business results, but the social platform’s latest offering, Facebook Stories, offers prime real estate for your advertisement.

Facebook Stories bring your ads to life, and it’s easy to see why they secure more than 300 million users’ attention every day. Shown front and center on a user’s news feed, Stories are likely the first thing users see upon login. One tap accesses a user’s Stories Feed, and subsequent taps scroll through their friends’ stories. Stories ads are sprinkled throughout this feed, generating views and allowing in-feed engagement as they move from one Story to the next. The mechanism of accessing Stories creates a captive atmosphere for the ads to appear within, increasing a business’ potential reach to a larger and more diverse audience.

As Advertisers, why should we care?

With their full-screen creative format, Stories engage mobile audiences on a different level than in-feed ads. Mobile advertising is essential to driving brand recognition and determining campaign effectiveness, and advertising in stories has proven to drive valuable business outcomes. According to research by Ipsos, a global market research and consulting firm:

  • 62% of people said they became more interested in a brand or product after seeing it in a Story.
  • 68% of people polled said they use Stories on at least three apps regularly.
  • 63% said they plan to use Stories more in the future.

What are the Elements of a Successful Stories Advertisement?

  • Begin With Your Brand – Introduce yourself at the beginning of the creative and remind users who you are.
  • Keep Attention with Speed – It’s important to remember things move fast in stories, so make sure to deliver your message and showcase your brand quickly, we recommend within the first 5 seconds.
  • Creative is Important – Creative is a key factor in driving campaign effectiveness and must align with your business goals and objectives. Define your strategy and align your creative elements to support.
  • Enhance Your Story with Sound – Music can help enhance your message for your brand.
  • Design with Your Objective in Mind – Tailor the creative of your ad to the objective and ask yourself, what are you looking to achieve?
  • Test and Learn – Experimenting with creativity on stories will help identify what strategies work for your audiences, creative, and business objectives.
Leveraging Facebook Stories at Scale 

When it comes to localizing ads at scale, the Stories ad placement should not be ignored. Whether using localized dynamic video ads or static creative, advertisers can still reap the benefits of Facebook Stories’ unique real estate, mobile optimization, and captive elements within the Facebook Newsfeed. What’s more, localized story ads published from local Pages give you the opportunity to direct consumers exactly where to buy your company’s products or access your services at a location most relevant to them.

Localized stories ads give users a method to directly respond to an ad, whether getting a quote from a local agent or receiving turn-by-turn driving directions to a restaurant near them. 

Ready to see how you can advertise with Facebook Stories at scale?  Contact us today!

 

Amy Abell is a Client Manager at Tiger Pistol, where she specializes in supporting our Value-Added Resellers portfolio. When she’s not in the office, she enjoys walks on Austin’s Town Lake with her dog Finley, traveling to new places, and trying every new restaurant in town.