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These 6 Tips Could Improve Your CTRs And Conversion Rates

Very often PPC ads are the first contact potential customers have with your site. They do a (Google) search for something related to your business or product, and your ad shows up in the results. Other than relevancy,  the determining factor of whether searchers click on your ad and get to you site or moves passed it, largely depends on how powerful and enticing your message is.

Since PPC text ads present this “first touch point”, it’s important to get them right, and send out the right message. Some of the most important, and most obvious benefits of well-written PPC ads are:

  • Improved click-through-rate
  • Lower CPA (Cost Per Action).

An important update that came out in July of 2016 was Google AdWords rolling out ETAs (Extended Text Ads) and new character limits that change the way in which text ads display content. The old character count consisted of one 25-character headline, two 35-character description lines and a manually entered display URL. As of that update, it changed to two 30-character headlines, one consolidated 80-character description line and a domain automatically extracted from your final URL.   

The simplest version of a PPC ad consists of a headline, display URL, and two lines of description text, this hasn’t changed. But if we take into account the new ad structure and break it down into ad component, ideally it would be structured like this:

Headline 1 (30-characters): contains the relevant keyword or phrase at least once, attracts attention and is RELEVANT

Headline 2 (30-characters): communicates a unique value proposition and call to action that generates interest and makes your offer USEFUL

Description line (80-characters): write a clear precise description of your product/service that clearly communicates its benefits and confirms the VALUE

So now that you have a vast landscape of 45 additional characters you need to think about what to fill it with. There’s extra space in the description, yes, but the biggest advantage is that extra space in the headlines, which means you need to find a way to get the most of them. After all, big blue headlines are more noticeable than description text.

Let’s explore a few tips and tactics that will help you create better ads with more enticing headlines and more precise descriptions to help you reap out the benefits!

  1. Reflect your visitor’s end goal – your headlines should clearly state that you have the solution to what the user wants to accomplish, and that solution should be depicted in your product/service.
  2. Use a countdown timer to trigger fear of missing out – people more are motivated by fear of losing out than the idea of gaining something so create a sense of urgency when creating ads by setting Google’s simple countdown timer within your text ad.
  3. Keep the ads current – recent happenings get more attention and interest than events from the past three months. Try using time identifiers such as “this week”, “in March”, or referencing holidays and events to emphasize you are talking about current offers and situations.  
  4. Be super-specific – number driver ads may greatly improve performance because people tend to consider them to be more accurate and credible, especially when you use specific numbers like 1,489 rather than round numbers like 1,500.
  5. Make ads appear more personal – the ad should be about your customer, so instead of words like “we”, “us, “me”, use power words that focus on the customer’s need, like “you” and “your” to create a sense of personalization and enhance ad performance.
  6. Make ads hyper-local –whether you sell in one location or world wide, it is important to target customers based on their location. That is why geo-specific ads with call extensions specific to that area show users you are right around the corner have better CTR.

Another important change added by AdWords that rolled out recently is the IF functions which is used to add another layer of ad customization. This means that advertisers can create two different ad messages, and which would be shown, depends on the user’s device. For example, if a user is searching from a mobile device, the message can say “Buy from your phone”, and if a user is searching from desktop the message will be changed to “Choose from our selection”. This allows you to write mobile-friendly ads without using ad customizers or creating a separate mobile-only campaign, making your AdWords campaigns friendlier to your budget. It’s up to you to decide whether you need to use it.

Whatever trick or tactic you choose, it is very important to test your ads. Don’t just add a second headline to your existing ads. Start from the beginning and rethink your entire ad creative. Use the extra space to provide consumers with relevant information and insight into your offering. When your ad is relevant to the searcher, you will receive higher CRTs. Even Google suggest you out emphasis on headline testing since the headline makes a huge difference to performance. And constructive testing will also help you determine where to place your CTA – in the first or second headline, or leave it on the body.

If after reading our guide on writing better PPC ads you still have difficulties getting the most out of your PPC campaigns, you can always contact us and let us help you. We’ve created many highly profitable campaigns for other companies just like yours!

6 Easy Steps to Correctly Install the Facebook Pixel

With more than 79% of US internet users on Facebook, and a staggering 70% of all Facebook users returning to the site at least once a day, it’s clear there is a huge advertising opportunity on this platform. With a single ad click costing on average $0.27, and a thousand impressions setting you back $7.19, it pays to know what you’re getting in return for your money spent.

That’s where the Facebook Pixel comes in. The Facebook Pixel was created to pair a KPI with ad performance, helping advertisers to track Return on Ad Spend (ROAS). Here are 6 easy steps to get the pixel up and running as quickly as possible:

Step 1: Launch Facebook Business Manager

Open up the Facebook Ads Manager, and then click on the menu button at the top of the screen. If you can’t see it, it’s 3 horizontal lines in the top left corner.

Next you’ll see the assets column second from the right, from which you want to select ‘Pixels’ from the list of options.

This will take you to a page where you want to click ‘Create a Pixel’ to get things moving.

Step 2: Name Your Pixel

Before you can install your Pixel, you’ll be asked to name it. The best thing to do is choose something memorable that you’ll easily be able to recall later on. It doesn’t need to match the user name for any of your websites or Facebook accounts. Once you add the Pixel name and website URL, click “create” and the pop-up box will take you to the “Install Pixel” step.

There are 3 options for how to place your Pixel onto your site’s backend:

–    If you have a web developer and don’t feel confident, then ask them to take control at this point

–    Manually copy and paste the code if you’re happy to proceed yourself

–    Use a Tag Manager Plugin if your site supports these kinds of tools

As this is a guide about doing it yourself, we’re going to press ahead along the manual copy and paste route.

Step 3: Find Your Website’s Header Tags

This is the part where you need to turn to your web host for a little help if you’re not sure what to do. Find the <head> </head> tags in your webpage code, or locate the header template in your CMS or web platform.

<!– Example –>

<!DOCTYPE html>

<html lang=”en”>

<head>

<script>…</script>

insert_pixel_code_here

</head>

The pixel that you will need to enter is generated automatically for you in Facebook. Copy the entire pixel code and paste the pixel code at the bottom of the header section, just above the </head> tag. The Facebook pixel code can be added above or below existing tracking tags (such as Google Analytics) in your site header.

Step 4: Activate the Advanced Matching Options

At the bottom of the ‘Install Pixel ’ pop-up box, you’ll see a greyed out button to turn on “Turn on Automatic Advanced Matching”.

These options aren’t necessary for everyone, but if you’re focusing on generating leads that can be repurposed to build an eCommerce campaign, click the button.

This will allow you to gather information such as the users’ location, phone number, and first name. All useful things to know if you want to use Pixel to drive information into your email campaign.

Step 5: Install Your Pixel’s Event Code

Once you click next, you’ll see a dropdown of event categories to choose from, along with a list of how you’d like to track them (i.e. view content, search, add to cart, etc.). Once you select the event type, you’ll be shown a small piece of code that you can now install on any pages of your website you choose. It will allow you to track and record the actions users take on said pages, and thereby learn significantly more about their browsing habits than you otherwise would be able to.

There are a variety of different event codes that you can make use of; with the choices you make being dependent on what you want to achieve.

Complete Registration is one of the most commonly used codes. If placed on a registration form on your site, it will allow you to track how and when that user was converted. There are options for you to add the value of that individual conversion, and you’ll also be able to see where the user went next.

Step 6: Check Your Pixel’s Status

This step can take up to approximately half an hour, so don’t be surprised if you find yourself waiting a little while.

Open Ads Manager and click on ‘Pixels’. Next to the name of your new Pixel you will see the status. Nothing will happen in terms of data collection until it shows as active. If it remains inactive for more than 1 hour then retrace your steps above, before contacting Facebook for help.

Also, you can install the Facebook Pixel Helper Plugin for chrome to verify the pixel is working.

Final Thoughts

Facebook Pixel allows you to target your ads and get the highest return on your per click investment. Take the time to work through each of the steps above, and you’ll be able to see how much money you’re making with real-time analytics. By making sure the pixel is installed you can optimize your Facebook Ads to generate the best return possible for your company.

You can now capture leads on Google with Ad Extensions

Remember when the only option available used to be landing pages to capture leads?

We all know digital marketing is about testing and trying to find what works for your target audience. You need to run a couple of tests, with a couple of options, different creatives and then decide on what and where to spend your limited marketing budget.

The A/B test for landing pages is facilitated by many DIY landing page builders that appeared on the market in recent years however this was not enough. The process was not simple enough for a marketer to create a successful campaign and measure the ROI.

Fortunately, the social media giants understood well the problem and introduced social media Lead Generation forms. First, was Facebook with their simple and customizable Lead Ads and then LinkedIn followed the trend and added the same functionality using InMail.

Ultimately, generating leads has gotten easier with these tactics, but you have to ask yourself if you’re sacrificing quality? Only you and your company can answer that question. The lead gen forms now give you an opportunity to get a larger volume of leads and it’s up to you to solve the problem around the quality of those leads and how to manage that.

Just yesterday, Google confirmed it is rolling out Lead Form Extensions in Google Ads. Now, you’re able to capture leads with your text Ad campaigns through a new lead form extension. Extensions in text ads have opened up a new world allowing us to add more data, now we can use those extensions to capture leads, a la Facebook Lead Ads.

How lead extensions will work

The lead gen ads will look just like a promotion extension and will be displayed in a call-out box with an icon. First, you select the campaign then you choose the call to action button, write the text that can take up to 30 characters and create a lead form. The form can include a headline, business name and description. The character limitation for the form is 200.

Here is how to attach a lead form extension to a search ad:

  1. Login to Google Ads
  2. In the page menu, find Ads and Extensions, click on the field and then on the top of the page find Extensions and click again.
  3. Now, you can add the Lead form extension by clicking on the plus button.
  4. After doing that you will need to accept the terms of service and then create the lead form extension.
  5. Next, you can select on which campaigns you would like to attach your lead form extension, and you are done.
Source: Search Engine Journal

You can select the type of fields you will use or what type of information you will collect with your form. Currently, the fields are limited to name, email, phone, and postal code.

Compared to Facebook, this is a limited set of fields. On Facebook, you can add personal questions, demographic questions, work information you can even add the national ID number for some countries. Some of these fields can be pre-filled with the data available on a public profile, therefore the process of collecting data can be simplified. Pre-filling the data on Google is not available, thus the limited fields on the form.

Facebook Lead Gen Fields

Other than that, the rest of the process is similar. On the lead ads, you can add a header image and you need to include a link to your privacy policy. In the end, you must also agree with Google’s terms of service. After completing the form you will be redirected to a completion page where you will have a chance to redirect people to “visit website” or “download”.

Customization on the completion page is allowed on the summary text and the call to action button. The delivery of the data is possible via webhook to your customer data management or directly to your CRM where you can receive your data in real-time.

Why Lead Extensions are important

Lead Extensions are important because Digital Marketers now have the opportunity to capture more leads (in terms of volume) via Search Ads directly. This should be a much easier process overall and give marketers the ability to increase volume while working on improving the quality over time.

In the past, Google tried a couple of times to capture lead data from search ads. Unfortunately, all of the attempts were unsuccessful. Back in 2010, Google introduced contact form extensions, where leads were delivered via email, but this idea never came out of beta. Google had another attempt in 2011 with cost per lead ads, allowing users to submit their data from the ad, however that never came out of beta either.

Hopefully this time we see a wider adoption and Google will finally help us with the lead generation process by catching Search Ads up to the Social Ads space in terms of lead generation.

If you need help with Google Ads and Pay Per Click or Facebook Ads Management to increase lead generation, contact us today!

5 Ways to Make Your Facebook Ad Convert


As advertisers or business owners alike, we all have the same goal when advertising on Facebook – to generate conversions. So how do we get our audience to convert? Currently, the average Click Through Rate (CTR) for a Facebook ad ranges from 0.5% to 1.6% on average. Check out our top 5 best practices to create a Facebook ad that converts:

Tip 1: Don’t Be a Salesperson (At Least, Not Obviously)

People aren’t on Facebook to be sold to. What may work for an AdWords campaign won’t necessarily work in the more social world of Facebook. Rather than pushing a hard sell, approach your audience  from a completely different angle and embrace the art of the soft sell. Your ads will appear in the newsfeed of the users you target – users that are utilizing the platform to virtually socialize – so it’s important that your ads look and feel social. Know your audience, and have a conversation with them. A bold sales pitch won’t help you convert here.

Tip 2:  Be Concise… and Odd?

Nobody wants to see an ad that reads like a paragraph out of a textbook when scrolling through their feed. Make sure you use a more succinct style that’s in-keeping with the rest of the content you post. Research shows that ad  text of 120-139 characters will be as much as 13% more engaging than if it’s 140-159 characters. And more so, 40 character posts have 86% higher CTRs than all other lengths of posts. Keep. It. Short.

To help shorten your copy, use the actual number value (i.e. “3”) versus writing out the text (i.e. “three”). Further, wherever you can, utilize the Rule of Odds. That is, start your headline with an odd number. By adding any number to the beginning of the title copy, CTR increases by 36%. Further, if this number is an odd number, CTR increases by an additional 20%.

For example:

  • Original: The Six Best Sweaters to Stay Warm This Winter Season While Still Being On-Trend
  • Updated: 5 Trendy Sweaters To Keep You Warm
  • Updated: 51% Off All Winter Sweaters

Tip 3: Make Your Audience Read Past the Headline

You spend hours after hours customizing the perfect copy for your advertisement so that it sits just right with your target audience. Well, the painful truth here is, only 1 in 5 people will actually make it past your headline. However, to help get your audience to read your perfectly crafted body text:

1)  Do you want your audience to convert? Ask a question in your headline to garner interest.

2)  😝👋🎉 Emojis have been shown to increase CTRs by as much as 13% — make sure to use them.

3)  Go! Be sure to use an action verb to incentivize the viewer to keep reading.

Tip 4: Make Use of the Detailed Targeting Options

The beauty of Facebook is the sheer amount of data that it has on its users. This allows you to select a whole host of categories and interests that you want to target. For example, let’s say you own a bridal boutique and want to move into online sales. A good way to start reach your optimal audience is to go to  ‘Life Events’ under the targeting options tab and your ad will preferentially be sent to users who are planning a wedding.

From here, go a step further and hone in on gender, age, and location that match that of your ideal audience. Next you can start to define the actions that you want recipients of your ads to take. By selecting an objective from Awareness, Consideration, and Conversion you can have your ads circle back and reappear to the people who have a history of taking the action that you’re seeking.

Tip 5: Remarket with the Facebook Pixel

Now we’re starting to get to the really powerful side of Facebook ads — remarketing. By being able to target users who weren’t converted the first time you’ll be able to view where every recipient of your ads is in relation to your overall sales funnel. Not only that, but retargeted customers are up to 10 times more likely to be converted than first time entrants to your sales funnel. Proof that remarketing is the secret weapon every campaign needs.

The secret is to not change the voice of your ads drastically just because they didn’t convert the first time. Stay consistent and think of a different angle, perhaps something that speaks more directly to the individual. Just don’t fall into the trap of suddenly offering huge discounts purely to increase the traffic to your site. What we’re aiming for here is organic and sustainable growth. Not a short-lived spike in traffic that makes you little or no money.

Final Thoughts

Creating a Facebook ad that converts starts with recognizing why people are on the platform in the first place. Stay social, conversational, and engaging with your audience. From there you can put the analytical power of Facebook to work by narrowing in on your ideal audience with the power of Facebook’s detailed targeting options. Focus on the analytics and use these to craft your next ad. Creating ad campaigns that convert is an ongoing process – so keep these best practices in mind while you create.

The Future Is Now: New Types of Facebook Interactive Mobile Ads

In the past two years, AI and VR have been amongst the top trending technologies and topics on the Internet. We as marketers and consumers have had a chance to see how the marketing future will look like. AI and VR technology will revolutionize everything because as human beings, we love interaction and dynamic content. And, given everything we know about the attention spans of the millennial audience we have the right amount of dynamic content that will help our brain stay entertained.

Under the influence of the technology trends are all of the social media networks too. Of course, the leader among Social Media networks will be the first to introduce changes that will follow the latest trends. Facebook recently introduced new types of interactive Mobile Ads.

In a blog post, they said “People want to be included in your next big idea, and they are using new innovative ways to do it—fewer words, more GIFs, Facebook Live videos, Reactions, emojis, face filters and stickers. In turn, brands and people are becoming more intertwined, and it’s changing digital advertising from a one-way push communication to an ongoing dialogue powered by creativity.”

The three new interactive solutions by Facebook are: Video Poll Ads, Augmented Reality Ads and Playable Ads. Back in March 2019, Instagram introduced poll sticker for Instagram Stories Ads and Facebook followed the trend by adding Video Poll Ads for mobile News Feed too. 

The social media network tested the Ads before introducing it to the world and found that with Video Poll Ads companies can expect a 1.6x increase of brand awareness. The research was done by the cable network E!.

“E! Continually seeks deeper ways to connect with viewers. The launch of Facebook Poll Ads was an exciting opportunity for us to use media in a fun and interactive way ahead of the Season 4 premiere of Total Bellas. Allowing fans to engage with the show helped us create meaningful interactions that drove success throughout the season.” said Eric Eckstein, Senior Director, Digital Marketing, E! Entertainment

This is how the Ads will look. You can watch the full interactive experience here.

Credit: Facebook

The new interactive experience will give brands all over the world a chance to better represent their products and services online. With the AR Ads, people will be able to see and test the product directly from their devices. This is a highly engaging marketing tactic that will provide benefits to both consumers and brands.

The AR Ads were tested by WeMakeUp. The brand created Ads that allow their target audience to try on the makeup directly on their face before buying it. As a result, the brand was able to get 27.6-point increase in purchases and people were interacting with the ad approximately 38 seconds.

Credit: Facebook

Beta version of the AR Ads will be available all around the world this fall.

Last year in August Facebook also presented playable Ads as a way of video games and applications to enable their target audience to try out the game before they decide to press the download button. This playable ad format is now available to users globally. From now on, companies will be able to create simple games that will be shown as Ads to the target audience. This level of interactivity will provide better engagement metrics and conversion rates.

A great example of using this playful format is Vans. With the help of Facebook Creative Shop, they managed to build a game for Christmas that drove 4.4-point lift in ad recall and a 2.4-point lift in favorability. Other companies tried the Playable Ads too. Uber India used this format to promote and spread awareness about the Cricket World Cup. The performance of the Ads was impressive. Playable Ads got them 10% higher CTR then other brand awareness campaigns activated for the same promotion.

Credit: Facebook

We are living in an era where marketers need to work twice as hard to capture consumer’s attention online. This is truly no longer the “Banner Advertising Age,”

As marketers, we’re always looking for the next shiny new object we can implement and use. Over the last couple years we’ve seen video ads, stories (on both Instagram and Facebook), Snapchat Ads, animated gifs, among other ad formats and types available to us. The technology around advertising is iterating and moving faster than we have seen in years. Saying you have to stay on top of the latest ad formats and trends is an understatement.

Facebook finally took us a few steps closer to the future.

We even had a small visual glimpse about how the new generation Ads will look like in the movies “Ghost in a Shell” and “Blade Runner”. The directors of these movies gave us a good idea of how the Ads of the future will look like.

Augmented Reality technology from the Blade Runner 2049 movie trailer. Credit: Columbia Pictures

Is Facebook making the first step towards the future? Possibly, yes. We will see more improvements in this area and completely new consumer behavior on the market. Even if we are far away from the AR Ads like in the movie “Blade Runner”, we are not so far from AR marketing solutions. The changes are already happening and will soon affect every social media network available on the market.

Mark D’Arcy – Facebook’s vice president of global business marketing and chief creative officer in the latest blog post said, “Advertising needs to work harder than ever to be more relevant and rewarding for the people we’re making it for. Creativity, as always, is the key, and our new polling, AR and playable Ads are great examples of more interactive and playful ways to surprise, delight, inform and connect with the audiences and communities we all serve.”

How to Effectively Use Facebook’s Dynamic Product Listing Ads

We know how it goes. As an advertiser, you dedicate a large portion of the overall budget to driving customers to your website. This website features carefully curated content and products in your online store, and is designed to encourage conversions. Regardless of your store setup or the items within it, there will always be a set of visitors that don’t complete a purchase while on your website. To identify and repurpose this “lost” audience, Facebook offers the Dynamic Product Listing Ads – one of the most effective ways to retarget your customers.

Facebook Retargeting and Why You Should Use it

Facebook retargeting is a form of digital advertising that aims to target website visitors that didn’t convert, or left without making a purchase. It is an effective approach since this group of consumers is already aware of and engaged with the brand, and has a higher likelihood of re-engagement. The same group has also left a digital data trail, which advertisers can leverage in order to entice visitors back to your online store and generate a completed purchase.

As an e-commerce advertiser, you can use this powerful type of advertising to reach the right audience at the right time, and serve them relevant ads, increasing the likelihood of a conversion. Facebook’s Dynamic Product Listing ads provide advertisers with digital ad automation benefits, such as greater relevance and better timing, which in turn will result in higher click-through rates, increased revenue, and lowered costs.

How to effectively use Facebook Dynamic Product Listing Ads

In order to generate maximum results from the Facebook Dynamic Product Listing ads, we recommend strategically optimizing your campaign. Based on our extensive experience with Facebook Ads, we developed the top 5 optimizations that we find most effective:  

1. Define the Audience’s Stage in the Buying Cycle

Facebook offers an extensive array of targeting options. Rather than using Dynamic Product Listing ads to solely target previous website visitors, we recommend prospecting new customers, as well.  Do this by separating your target audiences into three main groups: existing customers, warm leads, and cold audience (new prospects). Then, you can further refine your targeting and tailor the ads according to your audiences’ stage in the buying process.

2. Limit the Retargeting Period

Although there is no strict rule on how long you should target an audience, we recommend creating a definitive deadline. Buying urges are typically stronger at the beginning of the buying process. Additionally, if an extended period of time passes between a visitor viewing the website and being retarged with an ad, the product will become less relevant to that potential customer. We recommend retargeting visitors within 30 days from the time they visited your online store.

3. Optimize Ad Frequencies

When setting up a retargeting campaign, it is important to monitor and control the frequency of the ads being shown to a particular user. While serving a specific ad often to the same user could potentially assist with brand lift,  a user seeing the same ad repeatedly will more likely result in audience fatigue. Check the frequency settings on the campaign, and aim to serve no more than seven impressions per week (1x per day).

4. Rewrite Ad Copy

When creating copy for the retargeting ads, make sure to use words and phrases that evoke excitement and emotion. For example, if a user recently viewed a sweater on your website, highlight the limited stock of the product to play to the user’s fear of missing out on the opportunity to buy. In addition, if click volume is low, update and refresh the ad copy weekly. Your audience will still be served with the same creative, but they will see new copy.

5. Don’t Manipulate Retargeting Manually

The best way to manage this type of targeting varies from campaign to campaign. However, for the most part, we recommend avoiding manual manipulation. The main purpose of this type of targeting is to drive customers back to your online store. When the system automatically optimizes the campaign, these ads tend to produce better ROAS (Return on Ad Spend) and conversion rates.

Putting it All Together

Whether this is your first touch point with Facebook Dynamic Product Listing Ads or you have experience using these ads, we recommend continuing to experiment with different targeting options and optimizations, and continually follow results to make adjustments as you go.

Dynamic Product Listing ads are always working on the back-end – and you should be, too. It is possible to set them once and let them run, but if you want your campaigns to be truly effective, we recommend keeping an eye on what works best for your business and make optimizations.

Facebook Ads: Advanced Targeting

Facebook Ads have elevated social media marketing to a new level, integrating advertisements into our Facebook feeds. For regular users, ads may be just another set of boxes appearing on the right side of the News Feed, but for marketers, they are an opportunity to promote their product or service to the desired audience.  Luckily, cool targeting options like location, demographics, interest and behavior let you specify and choose who should see your ads.

Beside the generic options, Facebook lets you dig a bit deeper and connect with people who have a specific relationship with your brand, or find new potential leads based on their traits and those of your current (or ideal) customers. With most of the world on Facebook, you can now reach customers significantly more efficiently.

The hidden Facebook Ads gem you are looking for lives under the “Audience” tab in Ads Manager. We highly recommend you open it. There, you will find the Advanced Facebook Ad targeting which encompasses three possibilities:

Facebook Ad Custom Audience Customer File

 

The Custom Audience – Customer File option reaches your existing customers on Facebook.

  1. Email: To use this option, you need a list of your customers’ email addresses. You can upload a CSV or TXT file, copy-paste the data, or import email addresses directly from MailChimp. Facebook will then cross check those email addresses with that of its users and create a highly specific ad audience.
  2. App activity: To reach people who use your app and who take specific in-app actions, you need to integrate Facebook’s SDK for iOS, Android or Canvas. That way, every time somebody takes a specified action in your app, they will be added to the Custom Audience list. 
  3. Engagement on Facebook: This is the newest Custom Audience option, allowing you to target people who are already engaged with you on Facebook. You can segment people who viewed your Video, opened or completed a form in your previous or existing ads on Facebook, opened your Canvas on Facebook, or interacted with your page.

Custom audience targeting is a great way to strengthen the connection with existing customers. You can use it to send special offers to users who are deeper into the buying cycle, or those who already made a purchase, and now you want to turn them into returning or loyal customers.  

Facebook Ad Lookalike Audience

 

The Lookalike Audience option helps you create a new target audience based on traits and characteristics of your current customers.

To create a lookalike audience, you need to select a source: a custom audience list, Facebook pixel or page fans.

Next, you need to choose the target country and the size of your audience. Note that the size of the audience is based on the total audience in the chosen country. Smaller audience size is more likely to match your source audience, but larger audiences increase the potential reach. Make sure your source list consists of at least 100 people. The more people in your source group, the more accurately Facebook can find people who are similar to them.

There is one more advanced option – creating up to six different lookalike audiences. That way, if you measure conversion value for people in different audiences, you can separate them by different ranges of similarity to the source group, and bid differently for audiences you value differently.  

Lookalike audiences is a great option if you wish to grow the number of new leads, increase brand awareness and exposure, or even tackle new markets.

Facebook Ad Custom Audience From Your Website

 

Creating a custom audience from your website is an excellent way to remarket on Facebook to people who visited your website or linked web pages, who haven’t necessarily completed an action or left their contact information.

To take advantage of this option, you need to create a Facebook pixel to build a custom audience. This way you can focus ad campaigns only on people who are your website visitors.   

 

By creating a custom audience based on website visitors you will be able to:

 

  1. Get people back to your website and complete the purchase
  2. Utilize the custom audience to find new people, similar to your website visitors
  3. Gain additional value from new customer acquisition campaigns by excluding existing customers
  4. Measure and optimize ads for website conversion

 

You will effectively address specific potential customer’s pain points and get them to return to your website again and again, while gaining new customers.

 

Social media marketing is an important part of digital marketing strategy, with 2 million Facebook advertisers as proof that Facebook Ads connect with new and existing customers.  However, it is likely that many are not taking advantage of the advanced targeting options and strategies. Without carefully planning your targeting strategy, you may end up throwing your money away.

Luckily, we are versed in developing and employing a powerful strategy that will grow your business. If you want to grow the number of website visits, raise brand awareness, promote your product or service to new customers and bring the existing ones back to your site to complete a purchase or make a new one, drop us a line and we can help get the most out of Facebook Advertising.

 

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Paid Social Media Advertising vs Organic Social Media: Myth Busting

Social media marketing has become a very important part of every brand’s marketing strategy. Existing social networks constantly enhance their platforms while new ones emerge. With new trends, the social media landscape is changing and evolving. That leads to shrinking of organic reach as leading networks increase the use of their paid channels to monetize platform investment.

But let’s take a step back and first clarify what’s organic and what’s paid social media.

Organic social media is the use of social networks – Facebook, Twitter, YouTube, Pinterest, Instagram and Snapchat – alongside with (free) publishing tools to build a social community, interact with it, share posts and respond to customer comments and messages.

Paid social media is using the paid option these social networks offer to boost the reach of posts, ads and videos, or sponsored messages based on a specific user profile e.g. demographic. These type of social media is charged on a cost-per-click (CPC) or cost-per-thousand (CPM) basis, and also allow for use of measurement that shows the path to conversions, transactions and sales.

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facebook ads b2b lead generation

Turning Up B2B Lead Generation Volume with Facebook Ads

Lead Generation is crucial in B2B marketing. They are a source of prospects, and eventually customers by which businesses can increase revenue and grow. While it might not be obvious because Facebook is not a “business” tool like LinkedIn is, you can still leverage advanced targeting techniques and its 1.86 billion monthly active user base. Because of this, Facebook is one of the most powerful tools to use for B2B Lead Generation in order you increase awareness about your products and grow prospective clients.

However, for that to happen, you must optimize your Facebook Ads for B2B lead gen. You can use following techniques to achieve this goal. Here’s how to go about it.

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