Digital Marketing

What Are Top Digital Advertising Industries for 2019?

As 2019 approaches, it’s imperative that we understand what’s working and continue to add fuel to the fire. Following up to our last blog about preparing for next year, we wanted to share with you some of the top industries spending money in Digital Marketing.

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Breweries. Breweries are popping up all over the country. Their individual spin on some classic bar food and their craft beer make them a winner when choosing where to dine or go for happy hour. But, how do they continue to grow? Some of it comes down to how they market.

A couple of products that we have seen work well for breweries are Behavioral, Keyword, and Native (Keyword) Ads. Some of the behaviors used are bars, restaurants, nightlife, and food. Finding people that are showing these behaviors online can be great potential brewery patrons. Some of the keywords used are beer lovers, beer, craft beer and many others related to the industry. Having the ability to show their ads on websites where their keywords appear, whether the ads are display ads or Native Ads, gives them the ability to have their name in front of someone interested in beer, or craft beer, for example. 

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Another hot industry that continues to see the benefits of Digital Marketing are Colleges and Universities. These schools, in most cases, have large budgets set aside for digital specific strategies. One of the top products used by this type of advertiser is our Mobile Conquesting product. With soon- to-be-college students, a great way to target them is on their mobile device. Almost everyone has a smart phone these days so being able to serve ads on websites and apps that they use while on their smart phone, is brilliant. Also, with the ability to geo-fence high schools, job fairs, other schools’ admissions offices and more, they can zero in on their target market while they are looking for more information about extending their education.

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Banks and Credit Unions. While they hold onto our money for us, they also spend theirs on Digital Marketing. Facebook and Instagram are very successful strategies for this industry. One of their best plays within Facebook and Instagram is utilizing the Custom Audience Targeting. Through this method, banks and credit unions are able to take their current client/member lists (emails, phone numbers, or even names and zip codes) and find their members on Social Media. Once we do that, we can target those members with specific messaging about other services that they offer. Living in a world where a lot of people do online banking, this strategy lets them inform their current clients about additional services like mortgages, personal loans, auto loans, and more. This is a great way to focus on increasing the value to your current customers before they go out and get new customers.

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HVAC Companies. These companies are continuing to increase their spend on digital. One of the methods used by this industry is Household IP Targeting. What several of them are doing is using their own database of previous customers. Since it’s a service that they offer, they have the names and addresses of their previous customers. We take that list, and through proprietary software, match that list of names and street addresses to their IP (internet protocol) address (or internet address). Then, we can show the HVAC company ads to only their previous customers in hopes of getting them to become customers once again. This is a great tool they have been able to utilize and fill open appointments for quotes and service calls.

Truth of the matter is that there are many industries spending a lot of money in Digital Advertising. Here are just a few more:
– Automotive
– Concerts and Events
– Law Firms
– Marijuana Dispensaries
– Medical (doctors, dentists, etc)
– Political (think local races)
– Recruitment (HR departments have budgets too)

The Latest and Greatest in Mobile Marketing

Mobile Marketing is a hot commodity among advertisers around the country, as consumers spend more and more time on their mobile devices daily. Our Mobile Conquesting products have many advanced features, including geo-fencing, behavioral/location/brand targeting, dynamically updated ads, weather triggered ads, geo-retargeting, geo-lookalike targeting, and also the ability to track in-store visits. The most amazing thing about digital marketing is evolution and innovation, and even in the last three months we’ve rolled out incredible developments in mobile technology, including:

Extended Visitation Data
A major key performance indicator (KPI) that sets our Mobile Conquesting apart is being able to track if someone saw an ad and physically walked into a store, as long as their GPS is enabled. Typically, this data is tracked throughout the duration of the campaign, but we’ve found visits continue to across days after a campaign has ended. To make sure we are capturing all information relevant to a campaign, we’ve extended all visit data to be tracked up to 14 days after a campaign as ended, so marketers can continue gathering data without the ad spend.

Visit Data Location Breakout
In the past it was difficult for mobile marketers to look at individual store impact when it came to visit data. For instance, let’s say you were marketing your store and you have 10 locations around the area to track visit data. As an ad buyer, you could see the visit data to all 10 stores combined, but breaking out individual store visits was extremely tricky, mainly because they are all lumped into one line item of buying. Advancements in visitation technology has now allowed us to not only run one campaign to as many locations as you want within one campaign, but also break down individual store visitation data so you can see which stores had the greatest impact with the marketing campaign.  We’ve already rolled out breaking out location data by zipcode (so if your store is in different zips- by location) and will roll out breaking out two stores in the same zips by the end of the year.

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Breaking Down Geo-Location Data
Geo-Fencing, or targeting every mobile device within a fence regardless of the demographic or behavior of the individual (also called geo-farming), is a common technique utilized in a majority of our mobile campaigns. Let’s say you wanted to target users who have been to every Home Depot in an area, or every high school – there are broad categories that you can run to target anyone who has walked into these locations. In the past, our data has been very high-level, meaning you had a broad category of those geo-fenced in a Home Depot, but without that knowledge of which specific Home Depot you are targeting. We have enhanced our data, so we can now get visibility into geo-fenced location category building, so you can see a list of every address of every Home Depot we are targeting, adding greater transparency to our ad buying.

How to get FREE MONEY for digital marketing

I find this statistic shocking: “Roughly half of the nearly $70 billion allocated to fund co-op advertising programs goes unused every year.” However, according to estimates from LSA, Borrell Associates and others that is exactly what is happening. So it is not that co-op money is less available as some might believe, it is more that the uses of co-op dollars are growing behind traditional media channels, with an growing amount being set aside specifically for digital.

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If we want to look at that overall number from another angle, it means that close to $35 billion in co-op money goes unused or unclaimed. Is there an opportunity here? Absolutely.
So where is the money going??

Research shows that local marketers are still focusing co-op efforts on legacy media.
• Newspapers
• Yellow pages
• Billboards
• Radio
• Direct Mail

How does digital fit into all of this? More and more brands are re-vamping co-op programs and updating the rules to not only allow for, but to encourage the use of digital advertising. Certain brands (like for example car dealerships) are being extremely prescriptive on exactly how co-op dollars need to be allocated for digital. In fact, some dealerships are required to spend 50% of co-op funds on digital advertising.

The biggest hindrance to tapping into these dollars seems to be the perception of the complexity of it all. How doe we show proof of delivery? How do we show creative? How does it all work? Different co-ops have different rules and those rules do need to be navigated.  So how can your help your clients manage this process? First, by encouraging them to see what co-op dollars are available. We can help with this – send us the client and brands you are looking for and we can do some digging for you. While business owners need to be aware of the rules that impact them, you can certainly be a resource.

According to LSA, There are three key factors to consider with digital co-op and they are not as difficult to navigate as you might think:
1. Brand Compliance: All brands will have specific requirements related to the appearance of the brand logo, the advertised product, ad copy, and occasionally a minimum advertised pricing component. Within the limited space available for online display, these factors become more complex. Most major brands will have an advertising standards document which should detail the necessary components. Regardless, in all cases, digital ad creative should be pre-approved with the manufacturer to ensure co-op compliance.

2. URL Linkage: Many brands will have specific requirements on where any digital display ads should link. Some brands are fine with the simple link to the dealer site, but many are moving to linking to specific interior pages of the client’s website that mentions the product. Always consult the program guidelines for detail and direct any questions to the manufacturer co-op contact BEFORE the campaign runs.

3. Proof of Performance: The minimum requirement for a co-op submission on digital programs will be a media invoice for activity and visual documentation for each invoice line item charged back to the program. All specific documentation requirements should be reviewed with the co-op contact during the pre-approval process. At a minimum, have the co-op contact review a copy of the monthly reports you receive from us and make sure that those will suffice as proof of performance.

How Data And Digital Analytics Can Drive Your Business Forward

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Technology has changed consumer behavior and disrupted many business sectors over the last 15 years. The touch points to connect and engage consumers now require new marketing channels.  Advertisers are harnessing innovation and data to drive marketing decisions. Today, online marketing may include, retargeting, behavioral and keyword targeting, video, SEO, mobile conquesting, native advertising, social media and blogging to name a few. Combining online marketing with traditional media can improve purchase intent by 90% and brand perception by 68%. Data provides insights and helps shape the key strategic and marketing plans for every size business. Business owners want to understand what marketing channels will drive the following for their product or service:

  • Awareness and branding
  • When a consumer goes into the market for a product or service, what will drive “evaluation or consideration” for the brand?
  • Conversions or actions

The goal of every marketing mix is to drive results and deliver an attractive ROI on the marketing dollars being spent. Every business wants to monetize their existing customers and cast a wide net to target “new customers.”  Yet only a small percentage of businesses actually gather and evaluate data and analytics and then leverage that information to gain a competitive edge against their competition. Here are some questions that should be answered in becoming more of a data driven organization.

  1. What marketing problem are we trying to solve?
  2. What data should we be looking at? Internal data such as consumer demographics and psychographics , the product line, customer transactions, seasonality, business margins? Or external data such as weather, traffic, location and completion.
  3. What is our business strategy?
  4. Is data viewed inside the company as a strategic asset and analytics as a competency?
  5. Does our marketing start with the “end user” in mind and as a focus?
  6. What data and analytics are currently being measured; customer engagement, how consumers respond to your message? Where do they see your message? What is the incentive or call to action for the target consumer?

Through our reporting platform and metrics we provide our clients, we have found they are interested in knowing:

  • How many consumers see their online ads?
  • How many engage (click) with the display or video ad.
  • How many people see the ad, don’t click on the ad but go back to the home page of the businesses website?
  • What publishers are the ads being seen on?
  • How is each digital element performing?
  • What devices are they using?
  • How many people took an action or converted?
  • What is the “engagement” rate of the campaign?

Every campaign tells a story. The data and understanding online analytics will provide a road map to evolve and win in whatever business sector you are in.

Targeting an Event with Digital? What You Need to Know

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Event based targeting is becoming extremely popular among digital marketers, mainly because it gives you an opportunity to have a presence at the event, even without a physically being there. But event targeting is not a one-size fits all strategy. Depending on what is capturing event attendees’ attention, different digital tools should be utilized to effectively market your business.

Targeting concerts, auto shows, or festivals? Go social. Think about how the person at the event is engaging online. Are they uploading pictures to social media, checking in online with friends, or posting a status of what they are doing? Then target them with newsfeed ads on social media like Facebook or Instagram with calls to action like “call now,” “get directions,” “message,” or “learn more.”  During more socially driven events, people aren’t just browsing online, so you have to reach them where they are posting.

Targeting a work convention, or vendors at a show? Go IP. Work conventions tend to have laptop bound professionals who are hopping on the free wifi to get online. With IP Targeting you can reach these people through the convention’s IP addresses or through the IPs of surrounding hotels and serve them an ad whenever they are browsing online.

Is targeting people post event important? Go Mobile Conquesting. With Mobile Conquesting your ads are placed on mobile apps and mobile web browsing sites within the area you want to reach.  This is done through a process call “geo-fencing” or targeting a specific (often small) target geo, like an event, to try and serve ads to people within the virtual fence.  You can then “geo-retarget” those attendees after the event is over and continue to serve them ads on their mobile devices. 

Event is over? Is there any way you can get back in front of that audience? Yes, with a digital marketing technique called Geo-Framing. Geo-framing goes back in time to previous events where we have captured people’s mobile Device ID’s, mapping those to their homes, and showing them ads now. If any ad was served to a person at the event, we can capture the Unique Device ID of that smartphone. It’s important that you only geo-frame an event up to six months in the past otherwise the data becomes compromised as people change their mobile devices and data changes.

Not all digital marketing techniques are created equal. In order to be the most effective, you must put yourself in the attendees’ shoes and think about how you would interact with the internet, then target them accordingly. 

Facebook's latest change may mean more paid news feed ads for your business

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Facebook announced on January 11th that they are doing some further “tinkering” with their algorithm which has implications for businesses that post organically to their Facebook Business Page.

In short, Facebook gives priority to personal interactions in what it shows to people in their own news feed. Posts made by businesses are considered “third party” posts and are less desirable, they say.  The head of its News Feed team, Adam Mosseri, elaborated on what this means for Facebook Business Pages.

“Because space in News Feed is limited, showing more posts from friends and family and updates that spark conversation means we’ll show less public content, including videos and other posts from publishers or businesses. As we make these updates, Pages may see their reach, video watch time and referral traffic decrease. The impact will vary from Page to Page, driven by factors including the type of content they produce and how people interact with it. Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.”

He also went on to state quite clearly, “Using “engagement-bait” to goad people into commenting on posts is not a meaningful interaction, and we will continue to demote these posts in News Feed.”

Facebook is an advertising platform and they don’t make money from showing your free business posts. So as Ad Age said in 2015, “Increasingly Facebook is saying that you should assume a day will come when the organic reach (to your page fans in their news feed) is zero.”

Last week Ad Age commented on this newest algorithm change with the equally succinct statement, “Facebook…will de-emphasize the importance of shares and likes. Facebook says it is interested in ‘meaningful interactions’.”

For businesses this latest announcement means that more than ever, if you want to reach people on Facebook (and you should) you need to do paid news feed ads and not rely on posting to your Facebook Business page.

There is a reason that Facebook is expected to take $1 out of every $10 spent on ALL forms of advertising in 2018, and 23% of all digital advertising…Targeted ads (when done correctly) on Facebook, Instagram and Facebook Audience Network, get results for small to medium sized businesses!

Geo-Fencing vs Geo-Targeting: What's the difference?

Digital jargon can be pretty confusing at times.  Many words can have different meanings and it’s important to dig further into their true definitions.  For example, keyword targeting could mean Pay-Per-Click, organic keyword display, or can even mean targeting keywords on your website to increase a websites SEO value.  See what I mean? Confusing!

Most often confused? GEOs!  I often hear the terms geo-fencing and geo-targeting used interchangeably but they are not the same product and should be used differently in digital marketing campaigns.  Let’s first start with their true definitions.

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Geo-Fencing refers to drawing a virtual barrier around a location using your devices global positioning system (GPS) or Internet Protocol (IP) address, which is just like your virtual address.  Ads inside of geo-fenced areas can be seen on computer, tablet, or mobile devices as potential customers are browsing the web.  Technically, geo-fencing can be any size radius from a particular location, anywhere from a mile to state-wide.  But most people when they are referring to geo-fencing are looking for a very tight radius around a location.   A misconception with geo-fencing is that once inside the fence you receive push notifications, or text messages to the device, which is not accurate.   What geo-fencing does instead is show ads to the person inside the geo-fenced radius if they are browsing the web, to alert them of a local deal or the distance you are from a particular store location.

So how is geo-targeting different? Geo-targeting refers to delivering ads to people meeting a specific targeting criteria and who enter inside of a defined radius using the same geo-fencing location technology. The key difference is geo-targeting hones in on specific consumer targeting criteria like demographics, behaviors, interests, as well as where the person is located.  You often need bigger geos to do this since you are not showing the ads to EVERYONE inside the geo-fence, they must also meet the targeting criteria.

Both geo-fencing and geo-targeting can be done on mobile, tablet, computer, or even gaming devices with internet access.  When it comes to deciding which is best for your marketing, think of who your target customer is. If you are interested in advertising to a population of all ages and all interests, geo-fencing is perfect for you. If you are only interested in hitting only a specific consumer demographic that is more niche, then you should be doing geo-targeting.

How often do IP addresses change?

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Household IP targeting is the perfect product to use when you need to target one-on-one to specific households and reach a very niche audience. This product works through a patented technology of matching IP addresses to a database of names and physical street addresses and displaying your display or video ads only to those households (or businesses). It works without cookies and cannot be deleted or blocked. We are able to stay connected to every household, every time they go online with extraordinarily relevant online ads.

One of the more common questions we get about Household IP targeting is “How often do IP addresses change?”

Research has found that many households that have dynamic IP addresses (meaning the IP address is randomly assigned and can change) actually have held the same IP address for multiple years.  We have found that the average household targeted by one of our IP Targeting campaigns has had the same IP address for nine months.

Even though an IP address is “dynamic” misinformed folks tend to take that as meaning your Internet Service Provider (ISP) is constantly issuing a new IP address to your house every time you go on line. This was the case when we were on dial up systems in the mid 90s that required a unique connection between the ISP and modem, and where an IP address from their available pool was provisioned as needed then removed upon disconnecting from the internet.

Today we have more constant connectivity to the internet. Most users do not disconnect their modems when not home or not in use. This change in use over the years has led to ISPs needing to keep a more consistent and live connection with a household modem.

Every 14 days there is a DHCP lease renewal that takes place that acts kind of like a handshake between the ISP and a household modem. If the connection is still valid the ISP will move on and not disrupt service via provisioning a new IP address. There are multiple reasons they do not issue a new IP every time this lease renewal takes place:

  • The removal and re-provisioning of an IP disrupts service to the household.
  • There are hardware and bandwidth costs to execute these processes. Then there are support costs to deal with the lapses in service when this takes place.

The beauty of our Household IP targeting system is that it adapts to the changing IP landscape via the ingestion of first party data (it ingests over 1 million first party records a second). When we have enough evidence indicating an IP address does in fact represent a household address we can move that pairing into our confidence interval that is at least 95% accurate. When an IP to a household changes, we have records indicating this to be the case, we then remove the pairing from our confidence interval until we have enough instances indicating this new IP represents the household.

Another often asked question is “Why can’t we match every household on a list to an IP address?”

Most common reasons include:

  • Some people don’t have in-home internet.
  • Some houses don’t have enough traffic for us to be able to get good data.
  • Some people’s IP addresses have recently changed and we don’t have enough data on the new IP yet.

If you have any questions about Household IP Targeting, let us know!

Is IP Targeted Advertising right for my business?

Maybe…Maybe not.  How do you know?  First let’s start with what IP Targeting is.  Many digital providers say they do IP Targeting but are referring to targeting small groups of IP addresses.  (An IP address, or Internet Protocol Address, is the string of numbers your internet service provider assigns to your internet connection).  That form of IP Targeting is really geo-targeting – targeting an area – like a neighborhood or a street.  What we are talking about when we say IP Targeting is the ability to target specific households by matching the street address of a house (or business) to that house’s internet connection which is why we call it Household IP Targeting.

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So back to the question – how do you know if your business should be using Household IP Targeting?  The first thing to do is decide who is your ideal customer base that you want to target.  Let’s say it is people who own homes worth $150,000+.  For that type of target, you could use a product like Advanced Behavioral Targeting where we can choose behavioral categories based on income, home value, gender, or age.  

Maybe you want to target people who are searching for words related to what you sell.  If that is the case, you could use Keyword Targeting.  Or, perhaps you want to target people who own pets.  That can be done by using an Ad Network of websites targeted to pet owners.  All of those examples are ones where the type of person you want to target is a broad group – that is not when you use Household IP Targeting.

Household IP Targeting is when you need to reach very specific households or businesses.  For example, you want to reach previous or current customers to upsell them, and you have a database of their addresses.  That database can be put through a matching process where we identify the IP addresses of households on that list and then only show your ads to those people.

Another example of when you would use Household IP Targeting might be when you want to buy a list of very specific people to target.  If your business wanted to target people who own a second home and are frequent vacation travelers – well that is VERY specific and would be a list that you would purchase to have matched for Household IP Targeting!

Household IP Targeting: Digital Direct Mail for the Internet

Let’s be honest, how often to you get advertisements through direct mail and how often does that marketing piece end up in the recycling bin?  Here’s how direct mail stacks up:

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Just how much do consumers dislike direct mail?  51% of people have a negative/very negative reaction to receiving an advertising card or flier through direct mail. This is greater than the 44% of people who react negatively to receiving a bill.  People would rather receive a bill than an advertisement!

Instead of sending your marketing to the bin, there is a way to deliver relevant ads to potential consumers down to the household level, called IP Targeting.  IP Targeting uses sophisticated technology to focus internet advertising to households based on their IP addresses.   This will make sure that your ad will reach qualified prospects, as opposed to direct mail, which may never be seen by potential customers.

We can isolate individual households and show your display or video ads JUST to those particular households that you want to reach.  It’s direct mail for the internet!  You have all the benefits of direct mail without the cost of printing and postage. AND unlike direct mail, it’s not a one-time shot.  You can target your potential customer repeatedly and show them your ads.

What is Household IP Targeted Advertising?

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IP Targeting is the process of targeting internet advertising to specific households based on their Internet Protocol address (which is the string of numbers assigned to your internet connection by your Internet Service Provider).  It has the targeting ability of direct mail without the printing costs, mailing costs and negative impact (did you know people would rather get a bill than a direct mail piece?).  And, instead of reaching a household once with a direct mail piece you could target a household 20-50 times in a month!

IP Targeting enables you to target unique users at a specific household or business location.  It works by using a technology of matching IP addresses to a list of names and street addresses and then displaying your digital ad only to those people on websites they visit across the internet.  Your ads reach the exact target household so you have zero wasted impressions or budget.

Our patented IP Targeting works without cookies and unlike cookies, IP addresses cannot be deleted or blocked.  You are able to stay connected to every target every time they go online and visit websites that display ads.  You can target one-to-one down to a specific household or business.  You can deliver extraordinarily relevant online ads only to your target.

Who can you target?
Anyone!   You can use any data list you have or any data list you purchase.  You can target conventions, trade shows, university buildings and dorms, hotels, airports…the list goes on and on.

How is this different than Geo-Targeting?
Geo-targeting uses groups of IP addresses to target an area.  But IP Targeting uses individual IP addresses to target specific households.  Think of it as sniper-like advertising reaching an exact target rather than advertising that blankets an area.

Who uses IP Targeting – who does it work for?
IP Targeting works for any business who desires to reach a very specific audience with a relevant message.   Here are a few examples:

Colleges and universities consistently see success using IP Targeting to attract new students.   Schools are able to target homes where college-aged students are living with their parents and target those IP addresses.   Parents typically help the students make a decision about what school to attend, and now colleges and universities can reach both the potential students and their parents all at once, dramatically increasing results.

Political candidates can reach specific households through their IP address and deliver their message to voters who reside there and are known to have voted in past elections.

Credit Unions and Banks could target a list of people who have equity in their homes or existing customers who have bank accounts but not credit cards through their institution.

Automotive dealers can use their existing customer lists to entice previous customers to return to their dealership and take advantage of their most recent lease programs or perhaps target a list of people that have been to their service department but have not purchased a car from them.

How are results measured?
Monthly reports will measure clicks, impressions, click through rate, conversions, view throughs, top performing creative and in addition, we can do a “match back” report to show you exactly which customers came from your IP Targeting campaign.

IP Targeting – it’s the next generation of direct mail!

 

 

Facebook Lead Generation Ads

Facebook recently rolled out a new product called “Lead Ads.” Lead Ads were designed to give people a fast, easy and privacy-safe way to sign up to receive information from businesses right from their mobile phone and without leaving Facebook. Consumers expect to be able to do everything from their phones and Lead Ads make it easy for consumers to signal a business and let them know they are interested in learning more about their products or services.

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Lead Ads allow advertisers to collect information from prospects directly from mobile ads. Instead of sending traffic to a landing page where people manually fill out a form and press submit, they click on the ad, their information (name & email) is pre-populated, and they hit submit. All within the Facebook platform.

Awesome, right? Lead Ads launched just a few months ago, and advertisers are already seeing tremendous success. Advertisers are receiving high quality leads, and at a fraction of the price.

For example, when Mazda switched to Facebook Leads Ads, they got 5X the number of leads compared to ads linking to their website, while cost per lead dropped 85%. Vacation discount website, Secret Escapes, used lead ads to make it easy for people to sign up for their email list directly from Facebook. Their cost per lead was 52% more efficient than other Facebook advertising, with twice as many sign-ups.  Fitness company, Peloton used Lead Ads to drive a 15% increase in leads compared to their link to their website ad campaigns, with a 67% lower cost per conversion.

Even though Lead Ads are already leading to excellent response, Facebook just announced they are adding new features that help businesses get even more out of them.

So what’s new?

Facebook Lead Ads are now available in the carousel format, enabling businesses to showcase three to five images and headlines before people click through to the lead form. Advertisers can use the carousel ads to provide details about and benefits of submitting their form.

Lead Ads are now available on desktop as well as mobile, making it easy for businesses to connect with people on any device.

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In an effort to help local businesses connect with people in their area, Facebook launched Local Awareness mobile ads. Local Awareness ads are a great way to find new customers by showing ads to people who are around your business location. These ads are great for bringing customers through your door because of their call to action features. You can have people easily call your business, get directions to your location, or have them message you if they have a question, all with the click of a button from your mobile ad.

Your Call to Action button options include:

Get Directions: Help people find your store from their phone—ideal for driving foot traffic.

Call Now: Get calls in one tap from your ad and speak directly to potential customers.

Send Message: Get private messages directly from your ad—great for generating leads.

Learn More: Send people to any page on your website or blog for more information

 

So what are some creative ways to put these ads to use for your business?

Reach people at events:  Let’s say you want to advertise at a sporting event or game, but do not have a huge budget to make this happen by advertising inside the event venue. We can target the events location and target people when they are there and are scrolling through their Facebook feed and sharing pictures!

Highlight promotions:  Tell people about a promotion or an offer, such as a happy hour or sale. Give people an incentive to visit your business.  These ads are a great way to connect with people within a certain radius of a store location telling them about a local promotion.

Help stores meet their sales goals:  Some franchise groups, to make sure they are using their marketing budgets efficiently, track sales at each location and then run ads for the stores that haven’t yet met their monthly quota. Local Awareness ads can help boost sales for those underperforming locations.

New store locations: These ads are also work well at highlighting new stores and encourage people nearby to go to grand opening activities.

Find the right people to attend your event: If you are holding an in-store event or promotion and want to target people most likely to be interested in your product or service, Local Awareness ads are the right avenue to find people near your location that fit the profile of the ideal customer you are looking for.

How does Facebook know what ads to show you?

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The way Facebook determines what ads to show you is based a lot around the information you provide by your online activity. By using things such as your age, location, page likes, app use, and even data from the mobile websites you browse, Facebook profiles you into categories that advertisers can then use to target ads to you on Facebook.  If the ads you see on Facebook sometimes seem frighteningly specific to you, that’s because Facebook is constantly keeping track of your activity, determined not only by everything you do on Facebook, but also by your offline activity as well.

With a few key partnerships in place, Facebook also uses what you buy in real life stores to influence and track the ads you see.  Through combined data, they have an idea of what you like, where you shop, and what you buy. It sounds a bit crazy, but do not be alarmed!  This practice is actually much older than many people realize. Facebook combines the information from data collection companies like EpsilonDatalogixAcxiom, and BlueKai with information they have about you. Through things like store loyalty cards, mailing lists, public records information, and browser cookies, these companies already collect information about you. For example, if you buy a bunch of frozen pizza at a grocery store, and use your loyalty card to get a discount, that information is cataloged and saved by a company like Acxiom.

Basically it comes down to this:  your online and offline activity combined- determines what kind of ads you’ll see. Of course, a lot of complex math and algorithms are in place to actually produce this data, but much of it comes down to how much information you are making public—whether you’re aware of it or not—that makes the system work. In theory, it does this to make targeted ads more relevant and specific to you.

Facebook does break their targeting categories out into subcategories including DemographicsInterests and Behaviors.

Demographics are used to reach people based on things such as education, employment, household, financial, income, language and lifestyle.  To take a look at how specific the targeting can get, let’s look at education as an example. Demographics could answer questions such as:

  • What’s their education level? (Associate degree, college graduate, Master’s degree, Doctorate degree, high school grad, in grad school, in high school, still in college, professional degree, some college, some grad school, some high school, not specified)
  • What was/is their field of study? (Business, Marketing, Finance, etc.)
  • What school did they attend? (High schools, colleges, graduate school etc.)
  • What years were they in undergrad? (Select a range of years people graduated)

Another great example could be moms. Demographics could target not only are they a mom, but what type? (Big-city moms, fit moms, corporate moms, green moms, moms of pre-school age children, moms of high school kids, new moms, soccer moms, stay-at-home moms, trendy moms, sports moms)

Interests reach specific audiences by their “interests” and this is where things can get really interesting, because you can type in just about any brand, place, or topic and target those users if the audience is large enough.

This category includes: apps they use, posts they share on their timelines, and pages they “Like.”

Not surprising, the Interests section includes the most targeting options. There are tons of categories, with even more subcategories. The category breakdown is as follows:

  • Business and Industry
  • Entertainment
  • Family and Relationships
  • Fitness and Wellness
  • Food and Drink
  • Hobbies and Activities.
  • Shopping and Fashion
  • Sports and Outdoors
  • Technology

Behaviors are used to reach people based on purchase behaviors or intents, device usage and more. Typically this data is acquired by Facebook from third-party data collection companies. Like Interests, there are many, many Behaviors and even more subcategories to target. Some examples of Behavior targets and subcategories:

  • Automotive: What kind of vehicle do they drive? What cars are they interested in? New or used? Buy or lease?
  • Charitable Donations: Do they donate to charitable organizations, and if so, which ones?
  • Digital Activities: What Internet browser do they use? Are they console gamers? Are they early or late technology adopters?
  • Financial: Are they likely to invest? Are they likely to be high spenders? Do they have multiple lines of credit?
  • Mobile Device User: What brand of mobile device do they use? Are they smartphone or tablet owners?
  • Purchase Behavior: Do they use coupons? Do they shop from department stores or luxury stores? The kinds of products they heavily buy: clothing, toys, house goods?
  • Residential Profiles: How long have they lived in their home? Are they likely to move? Have they recently borrowed money to purchase a home? Are they renters?

These are just a few examples, but you can see, Facebook uses many ways to target, all in the hopes of showing the consumer, relevant, useful ads, which is what makes it such a powerful advertising tool.

Top 5 Reasons you should be using Facebook for advertising

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For small businesses, posting on Facebook just isn’t enough anymore. On average, only 2% of your fans will see one of your posts on their Facebook page (socialbakers.com).  Many businesses have heard about the importance of using Facebook to grow their business – but they are not sure where to start.  Do your clients still need convincing? Here are the top 5 reasons businesses should be advertising on Facebook.

1.)   Facebook has a massive audience

Worldwide, there are over 1.79 billion monthly active Facebook users (Facebook MAUs) which is a 16 percent increase year over year.   Whatever industry or niche market your customer may be in, chances are that a good percentage of your target audience will be on Facebook.  As reported by Wall Street Journal, FB ads revenue for 2016 reached $5 billion from $3 billon. That’s a whopping 52% growth.   FB ads will increase by another 57% based on the 2016 Social Media Marketing Industry report.

2.)   The Targeting Options for Facebook Ads are Endless

Facebook has almost endless targeting options – so extensive that there really is a category for everyone and everything.  Facebook uses online and offline data to profile consumers and show the most relevant ads possible.

Of course demographics are used to target people, but the real value comes in the behaviors and interests categories that are available.   By getting this hyper targeted, you could catch your customer at the perfect purchase point in the sales funnel.  Facebook advertising works to find the right audience of people that are most likely to become your customer.  With so many targeting options available, you can ensure your client that their budget is only being spent on the most relevant audience to them to help them grow their business.

3.)   Easily Measured Performance

As every seller knows, the most important question you get from your client is: “What am I getting out of this?”  With Facebook advertising, you can clearly see what you have spent and what results it has provided.   Metrics really are the backbone of Facebook, so the good news is, you can easily show your client ROI.  You are able to show:

·       The total number of times their ad was show (impressions, reach and frequency)

·       The number of clicks or additional actions people took, such as comments, shares, likes

·       We can also add container tags to the campaign to measure conversions and view thrus on your clients website

4.)   Facebook Has the Most Engaging Ad Units

Facebook has invested in a ton of research to see what ad units get the best results.  After getting a lukewarm response from their right hand column ads, Facebook developed newsfeed ads, which are native ads that appear in your friends and families newsfeeds.  Then they upped their game even more by introducing carousal display and video ads.  Carousel ads encourage users, particularly mobile users, to scroll through the entire ad, which most people surprisingly do. In fact, Carousel ads are 10 times better at getting people to click through compared to static sponsored posts on Facebook.   Because static Facebook posts and carousels cost exactly the same, a marketer should always choose to run a carousel ad.

5.)   Custom Audience and Lookalike Audiences

Facebook offers a feature called Custom Audiences that enables businesses to connect on Facebook with their existing contacts. This is great for businesses to get in front of current customers and reinforce their brand – especially since these particular people have already shown interest.  You need a minimum of 500 emails addresses and phone numbers to reach your audience.

Lookalike audiences allow businesses to expand beyond their current customer list but still target people with highly specific profiles – by creating audiences that look like their current customer profiles. Facebook finds you the top one percent of users with similar traits in your target area.