Small Business

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)

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!

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.

What is Facebook Custom Audience?

We like to build campaigns with elements from all parts of the sales funnel. However, the most important piece to include is the retargeting element. This is because it is much easier to sell your products or services to existing customers, rather than to find new ones. One of the best new ways to do this, is to use Facebook’s Custom Audience feature. This allows for you to match your existing customers to their profiles on Facebook by using data you’ve collected such as name, email address, or phone number.

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But wait! There’s more! Facebook has now allowed for multiple point matching, meaning that you can now match multiple points of data at once giving you an even better match rate. What does this mean exactly? Before, a custom audience was limited to matching a single data point, such as a person’s email address. This means that if your customer used a separate email for their Facebook profile than the one you have, you would not be able to target them. With multiple point matching, if that same customer instead listed his/her phone number, you would then be able to target him. This improves match rate dramatically, giving you the ability to target even more of your own customers.

So who should use a Custom Audience? Everyone! Any business or company who collects customer data can benefit from this awesome targeting tool. Facebook has seen success from a number of different companies such as a multi-media company, a food delivery service, and even an artisan photo book creator. Because this way of targeting is theoretically “retargeting”, the ROI is very high, since customers will already be familiar with our brand. If you are interested in creating a Custom Audience for your Facebook News Feed or Instagram News Feed campaign (or both!), all you will need to do is let us know, and send us your data list as a CSV or TXT. We will then check it with Facebook to get an idea of how many matches there are. It’s that simple!

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.