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7 Facebook Ad Examples to Inspire Your Campaign

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7 Facebook Ad Examples to Inspire Your Campaign


There are many Facebook ads to choose from when promoting your brand on the popular social media platform. All come with their advantages and disadvantages; therefore, it is vital to know the type of advertising campaign you wish to run.

Understandably, this can be a hard decision to make, especially if it is your first time creating a Facebook ad campaign. But not to worry, here we have Seven Facebook ad examples to inspire your campaign, drawing the attention of the millions of potential customers at your disposal.

Here are Seven Facebook Ad Examples to Inspire Your Campaign:

Facebook image ads

There are endless examples of Facebook image ads used to attract the attention of Facebook users. Image ads are simple and effective and can deliver excellent results.

A bright, colorful, creative, and appealing image can stop scrollers in their tracks, grabbing their attention for that crucial moment to sell your product or service. At the same time, an enticing image can tempt people to click your call-to-arms to see what the image is portraying fully.

A handy tip for Facebook image ads is to keep the CTA button simple, e.g. click here or view event, rather than a long-winded shout-out that detracts from the alluring advertising image.

5 Tips for making the best Facebook image ads: 

  1. Use an image showing people using your service or product to personalize the ad.
  2. Keep any needed text to a minimum. It is an image ad so let the image do the talking.
  3. Ensure the image in the ad is of high resolution. Quality is a must in advertising.
  4. A simple image usually is more impactful than a busy image that needs interpreting.
  5. Have one clear call-to-action rather than multiple contradictory CTA’s that can cause confusion and take away from the image.

Facebook event ads

Facebook event ads are a great option to boost brand awareness as it offers a triple threat when viewed. Those who first see the Facebook event ad can RSVP themselves, and in doing so, create additional exposure on the Facebook feeds of their social media pals.

On top of an event attendee and the organic exposure, a Facebook event ad can also build followers as the brand’s Facebook page is commonly used as the host of the event. 

Getting people to your page is half the battle, and once you have them there, you have a realistic chance of that follow button being clicked. This is why it is a fantastic idea to promote an event on Facebook.

5 Tips for making the best Facebook event ads: 

  1. Keep the event name brief to get to the point and grab attention. Long event names can also get cropped on a smartphone.
  2. Ask employees and friends to RSVP they are attending the Facebook event to build anticipation.
  3. Keep posting about the Facebook event after it’s created to keep it in current feeds.
  4. Ask people to share it; you don’t have to do this alone.
  5. Post inside the event page to speak directly to those who have RSVP’d.
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Facebook video ads

Video content is the most sought-after content by social media users; therefore, using it for advertising makes a lot of sense. Facebook video ads are brilliant for engaging viewers and can be made to suit any ad campaign and format. 

Unlike other video advertising platforms, Facebook video ads give more freedom when creating videos. If you wish to do a two-minute in-depth explanatory Facebook video ad, that is perfectly fine, as is a short twenty-second catchy and enticing snippet.

However, the most beneficial advantage of a Facebook video ad is that you can trial your video content on your Facebook page first. If you notice high effectiveness, it can be promoted to ad status, which means you confirm its likeability before investing to use it in an advertising campaign.

5 Tips for making the best Facebook video ads: 

  1. Keep an eye on the length of the video. Between 15 – 90 seconds is ideal; after that, viewers drastically drop off.
  2. Get straight to the point. You have 5-10 seconds to get and keep the viewer’s attention. 
  3. Facebook business pages can use video ads to replace their cover image. It’s a great way to promote your brand.
  4. Caption your Facebook video ad. Not only will it help the deaf community, but many viewers will see video ads with their sound off.
  5. Choose a video thumbnail that is engaging and tempting to click; default thumbnails can deter customers.

Facebook carousel ads

Facebook carousel ads are the campaign of choice to advertise your brand thoroughly and in different ways. A carousel ad combines up to 10 images or videos that can be scrolled through, maximizing the advertising real-estate.

The carousel ad creator has greater flexibility when making the advertisement showcase. They can use one large image and spread it across multiple panels or combine video, images, and text to engage a wide range of viewers with different content in one appealing swipe.

A wise move to inspire your campaign is to ensure user-generated content (UGC) and call-to-arms (CTA) panels are utilized. UGC gives authenticity, which is appreciated by guests and is known to help improve conversion rates. At the same time, CTA’s are an important tool to get your ad over the line, which a Facebook carousel ad gives you many chances to do so.

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5 Tips for making the best Facebook carousel ads: 

  1. Marketing is a storytelling industry, so do your best to tell a story in your carousel ad.
  2. Ensure each carousel panel has a strong call-to-action that directs to your landing page.
  3. Try to correlate your carousel images and videos, keeping your ad consistent across the ad.
  4. Make sure your brand identity is clear throughout the ad, so viewers remember your brand, not just the pretty images and fun videos.
  5. Make the swiping possibility obvious to users, so they do not miss the carousel feature.

Facebook slideshow ads

In similar effect to the Facebook carousel ad, a Facebook slideshow ad offers a collection of images or videos to flick through. 

A slideshow ad is commonly used to show a compilation of happy customers using the product the brand is trying to sell. Showing the product in action encourages buying behavior.

There is an opportunity to use friendly tools such as emojis, add product guarantees, and highlight payment methods like PayPal on Facebook slideshow ads. These features can be hard to encompass in a Facebook image ad without disrupting the attraction of the image.

5 Tips for making the best Facebook slideshow ads: 

  1. A slideshow ad is a form of communication, so make your slideshow a story from start to finish.
  2. Using text on top of your image or video helps grab viewers’ attention and get to your ad’s point quicker.
  3. Millions of businesses compete for the same audience; therefore, standing out with a unique and eccentric slideshow ad can be rewarding.
  4. Don’t forget to advertise your brand clearly throughout the entire slideshow ad.
  5. Incorporate different products without losing continuity to show off your business variety. 

Facebook lead ads

Facebook lead ads are probably the most rewarding type of social media advertising as it collects data about users who click the ad. Therefore, the business is building a potential customer pool to entice in different ways in the future rather than only engaging at the moment of sale.

A business can build on customer details and preferences from one Facebook lead ad with email campaigns, newsletter distributions, event requests, and other helpful marketing tools.

However, it is not as easy as it sounds as a Facebook lead ad needs to be exciting to grab attention while also building awareness for appealing events to transpire in the future. This is why using a step-by-step guide to Facebook lead ads could be a wise decision for optimum lead generation results. 

5 Tips for making the best Facebook lead ads: 

  1. Use links, especially in captions, that take viewers directly to Facebook landing pages.
  2. Due to algorithm changes, video content is the most noticed form of Facebook lead ads and should be used in all advertising campaigns.
  3. Remember to pin lead ads, so they stay at the top of your Facebook page timeline for 7-days for optimum viewing opportunities.
  4. A Facebook CTA is a must. The vital lead generation tactic will give you direct access to potential customers.
  5. Run ads that allow viewers to sign up simply and quickly.
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Facebook offers ads

Who doesn’t like a special offer?! We are all human, so when a Facebook offer ad comes onto our screen, there is every chance we will look at it before swiping on. Whether it’s a freebie, a two-for-one, or a fantastic discount, a Facebook offer ad can instantly grow your followers to build a regular client base.

With so much competition online, a Facebook offer ad must be clear and concise. If it isn’t straight to the point, there is every chance the viewer will move on to the plethora of options at their disposal. 

It must be said, a user clicking a CTA button in a Facebook offer ad is the moment to seize an opportunity. The CTA button can be configured in many ways, as it can direct customers to a physical store, take them to a home page or save the ad to a user’s Facebook account, which can send a gentle reminder before the offer expires. So make your CTA decision wisely.

5 Tips for making the best Facebook offer ads: 

  1. Make the value of the offer stand out for all to see.
  2. Use a CTA that gives you direct access to customers to seize their business immediately.
  3. Add a signup rule as a part of the offer to help with lead generation.
  4. Create multiple offer ads over a month with shorter deadlines than one with a long expiry, allowing customers to explore other options or procrastinate.
  5. Include incentives to follow your brand as a part of your written content.

Find the optimum Facebook ad campaign that works for you

With these seven Facebook ad examples to inspire your campaign, you are ready to create and manage your ideal Facebook ad campaign. Maybe it is one example in particular that suits your business, or perhaps it’s a mixture of them. 

Whatever you decide, be sure to find the optimum Facebook ad campaign that works for you and get your brand out to the billions of Facebook users today.





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How Automation Hurts Rank, And How to Fix It

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How Automation Hurts Rank, And How to Fix It


Imagine you are offered an opportunity to have control of all the creative, copy, and budget in your Google Ads account (or your paid media platform of choice) put in the hands of an anonymous six-year-old user. Each day, you are allowed to tell them whether they should or should not spend money, how valuable a conversion is, and nothing else. This is billed as a massive gain inefficiency, as they can handle all the tedious tasks while you focus on the bigger picture. Whether or not you get to keep your job depends on this user’s continued success. Do you feel just a hint of hesitation or fear moving forward with this plan? When put in those terms, probably so. Yet somehow, we all seem to have no problem implementing automated bid strategies across our accounts. 

There’s no arguing that automated bidding can be an effective tool, but it’s a technology that gets plenty of undeserved credit too. Machines do their best work when they are performing rote, repetitive tasks. Humans do their best work when they’re thinking strategically, and a successful account requires input from both parties. However, there are few, if any, paid media platforms that provide an adequate framework for communication between both parties. In the PPC world, miscommunications can be costly. In this article, we’ll go through the role of automation in paid media, how that influences rank, why rank is relevant, and how to use the tools you have at your disposal to make automation work for you.

Automation’s Role in Paid Media

Saying that automation is ubiquitous in PPC would be an understatement. It’s no secret that as advertisers call for more depth and granularity, advertising platforms answer their demands by developing increasingly complex features that require more automation to use. This is not only pragmatic but wholeheartedly welcome. Letting machines focus on execution means we can spend more time on the activities uniquely suited to humans, like analyzing and strategizing. However, as our focus broadens, we start to lose oversight into the most fundamental aspects of our campaigns, such as our rank.

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Why Rank is Relevant

Rank determines where ads are relative to other ads, but it also serves a much more vital function. It determines whether ads show up at all. Even though it serves the most critical function in an account, we still don’t talk about it all that often for a number of reasons: 

  • The term rank is sometimes thought of as synonymous with the average position. When Google sunsetted the average position metric in 2019, conversations surrounding rank became scarce. 
  • Increasing complexity in our advertising platforms is causing our attention to become fragmented. We don’t have the bandwidth to manage something that at least appears to be managing itself.
  • When efficiency is our main metric of success, how our ads are serving is only as important as our ability to pace our account budget. If spending is fine, no questions are asked.
  • We trust automation too much. If a campaign sees low volume, we assume it’s for reasons out of our control. We’re either reluctant to question if automation is relevant, or we’re so entrenched in it that we don’t even think about it in the first place.

How Automation Hurts Rank

There are valid reasons rank may not always be top-of-mind, and it might not need to be if it weren’t for the fact that the automated bidding strategies we use everyday bid far too conservatively, inherently limiting our volume. Then consider the compounding effect of a schedule of continuous optimizations that further limit and refine an account where volume is already limited. Campaigns using automated bidding will end up serving a mere sliver of the potential audience. Without specific attention put towards improving rank and scale, every optimization made on a campaign brings it an inch closer to irrelevance.

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Making Automation Work for You

It is clearer than ever that those of us who manage paid accounts need to rethink automation. The question isn’t whether or not to use it. The benefits are clear. What we need to consider is how we can make better use of automation without artificially limiting our audience. There are a number of options to test, ranging from simple to complex:

  • Testing unconventional automated bid strategies.
  • Testing unconventional combinations of values and goals.
  • Test for growth opportunity by (briefly) turning your account into a tessellation of micro-campaigns, then recombine them with updated settings.

Using any of the strategies above has the potential to positively impact rank and help you retain efficiency at scale, but the safest method for doing so is the one that allows for the most manual control. In this case, that involves taking management into your own hands by breaking your campaigns down into smaller components to give yourself the clearest line of sight into growth opportunities. It’s a technique we’ve employed across a variety of clients at Voro, which has helped them achieve impressive results.

Final Thoughts

If you’re interested in learning more about how to take back control from the machines, employing an effective mechanism for retaining efficiency at scale, how to manage stakeholders’ expectations even when performance doesn’t go according to plan, or how burritos and popcorn relate to paid media management, I’ll be going in-depth on these topics and more at PPC Hero Conference.





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Ad Fraud Warnings to Look Out for in 2022

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Ad Fraud Warnings to Look Out for in 2022


Advertisers spend $455 billion in online advertising per year and $42 billion of it lost due to ad fraud in 2019, according to Juniper Research. In addition, the Wall Street Journal reported that 28% of all web traffic likely comes from “non-human” bots.

Why hasn’t ad fraud been stopped yet? 

In short, it’s still difficult to detect. 

Fraudsters are using far more sophisticated techniques today than in the earlier days of the web and a single advertiser can run millions of ad impressions across hundreds of websites, making it extremely difficult to spot irregularities at such a large scale. 

It’s not a secret that ad fraud remains a major problem. But are advertisers aware of it and, if so, are they doing anything about it?

Fraud Blocker, a click fraud protection software, sent out a survey to PPC marketers to help answer some of these questions as they plan for their 2022 campaigns.

What is ad fraud?

Ad fraud is a means to defraud advertisers by using techniques that inflate the total number of ad clicks or views for financial gain. 

With click fraud, malicious actors can employ robots or low-wage workers to repeatedly click on ads illegally. Unaware of the fraud, advertisers then pay for the clicks as if they were real humans with actual buyer intent.

Another type of ad fraud, impression fraud, is often done by serving ads in places that are invisible to the human eye. This can be done by stacking ads on top of one another, loading them in tiny iframes, or serving them in the background of a mobile application.

Here are a few of the most common types of ad fraud today: 

  • Ad Stacking: Multiple ads are stacked on top of one another where only the top ad is visible, however advertisers are charged for the non-viewable ads.
  • Pixel Stuffing: A malicious publisher loads ads, or an entire website, inside a 1×1 pixel. The ads are non-visible to the human eye.
  • Click Farms: Attackers hire a group of individuals whose job it is simply to click on ads throughout the day. Click farms use techniques that give the impression that each click is from a different user and device.
  • Click Bots: One of the most popular methods of click fraud is done by web robots. These bots can be simple programs that click on ads repeatedly or they can be large operations that are installed with malware on user’s devices and click on ads unknowingly in the background.
  • Location Fraud: The geographic location of ads are spoofed using a Virtual Private Network (VPN). This makes ads appear to be shown in a more desirable location, such as in the US, despite actually being shown in a less desirable country.
  • Video Viewing Fraud: The popularity of video channels can be easily faked to appear more appealing to advertisers, much like social media followers. Advertisers ultimately end up paying based on the view counts which a large portion of may not be from real humans. 
  • Affiliate Ad Fraud: Fraudsters manipulate the cookies on a user’s device to wrongly credit an associated affiliate as the source of purchase without the user’s knowledge.
  • Source Spoofing: The data detailing where an advertisement ran is altered to appear as a more trustworthy publisher or mobile app. 
  • Domain Spoofing: The domain name is changed to falsely appear as if the ad came from a more premium site, such as changing from junknewssite.com to WSJ.com.
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Visit here for more details on the different types of ad fraud.

Ad fraud still remains a large concern for advertisers

In the new survey, PPC managers were asked about their awareness of ad fraud, their overall level of concern and, what role in marketing they held to see if there was any correlation. 

The vast majority of all respondents, 70%, stated they were somewhat or very concerned about ad fraud. 

The survey also showed that more experienced marketers had a larger concern about fraud. These particular respondents may be able to identify fraud more frequently due to their dedicated marketing and analytics experience relative to more general business owners and consultants.

Ad fraud continues to significantly impact campaign performance

All respondents to the survey had direct experience managing PPC ad campaigns and most of them reported seeing a large amount of fraud. 

74% of those respondents experienced more than five percent of fraud in their ad campaigns and an incredible 11% of marketers experienced greater than 25% of fraud. Even a small amount of fraud can have a tremendous impact on an advertiser’s budget and performance.

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The types of ad fraud, and their marketing channels, still vary wildly

Historically, click bots were often the most commonly mentioned type of fraud, but today the survey shows “ad stacking” and fraudulent URL sources as the most common problems for PPC managers. 

Click bots and “pixel stuffing” were the third and fourth most commonly mentioned and over 10% stated that competitors clicking their ads was a major problem for them.

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The respondents also experienced fraud across every channel in nearly the same amount. Even newer technologies, such as over-the-top streaming TV (OTT), reported sizable issues of ad fraud. This could be due to it having less mature ad tech that creates a greater potential for exploits. 

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Experienced marketers use third-party software to help prevent fraud 

Eliminating ad fraud entirely can be very difficult, but advertisers can rely on a few techniques to help save their budgets and improve their performance.

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The first is to simply follow best practices to help identify bots, such as adding a “honey pot” to lead forms, or by frequently monitoring data from clicks, views, and leads to find irregularities and then adjusting advertising campaigns accordingly. However, these require experienced marketers to be able to identify the bad data and it can be labor-intensive to frequently monitor and take action. 

Another option is to rely on anti-fraud services provided by ad networks, such as Google Ads. This can be effective; however, there is often a conflict of interest the ad networks generate revenue from each click or impression regardless if it’s fraudulent. Reducing their fraud clicks thus reduces their revenue. Some ad networks also provide very little transparency of invalid activity in their reports and then the burden can be up to the advertiser to request reimbursements if fraud is discovered. 

Some ad networks, such as Google Ads, provide “invalid clicks” in their campaign reports for advertisers, but one man sued Google after allegedly discovering his invalid clicks were far greater than what the Google reports were showing. 

When the survey respondents were asked if they believed Google Ads blocked click fraud, only half of the respondents, 49%, believed Google did. This should be a major consideration for advertising in 2022.

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The final option is to use a dedicated, independent ad fraud detection software. There are several players on the market that can help advertisers detect, block fraud in real-time and the survey showed that about 50% of advertisers use these services, or have considered using one.  

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Overall, the results of this survey indicate the prevalence of fraud in advertising campaigns today is still very high. As marketers plan for 2022 they should consider taking action against this fraud to improve their ad performance and extend their ad budgets.

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Methodology

The Fraud Blocker survey was conducted by Pollfish and concluded on December 1, 2021. It was sent to a randomized group of PPC marketers and media buyers in the US and UK who purchased digital advertising in the prior 24 months. 200 respondents completed the survey. Pollfish is a leading survey company with a pool of over 480 million mobile audience members worldwide that participate in their surveys.





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Use Customer Lifetime Value to Find More Clients

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Use Customer Lifetime Value to Find More Clients


With new privacy rules continually changing the landscape of third-party data, brands are increasingly becoming more focused on understanding their current customers in order to make more sophisticated marketing decisions. One approach to this is utilizing customer lifetime value (LTV) to segment your best customers and ultimately find more of them. In this article, we’ll provide a brief outline of LTV but you’ll want to attend Hero Conf 2022 in Austin, Texas for a more in-depth breakdown with key takeaways.  

What is customer lifetime value?

The lifetime value of a customer, or customer lifetime value (LTV), represents the total amount of money a customer is expected to spend in your business, or on your products, during their lifetime. 

*Note on calculating LTV*

Now to be fair, there are a number of varying ways to calculate LTV going from relatively simple, to complex and complicated. This article will not be focused on evaluating the best approach or even how to calculate LTV.  I do have some preferred tools which I’ll share at Hero Conf- but ultimately finding the best tool that works for your brand is important. 

Large brands like Amazon and Starbucks have documented how their understanding of LTV has influenced their marketing and overall business decisions. Smaller brands who often have limited resources in their pursuit of growth often overlook LTV or don’t truly appreciate how helpful it can be to their overall growth.

Which campaign is performing better?

Take a look at the chart below – at a glance – which campaign appears to be performing better?

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Campaign A Campaign B
Clicks 2,000 2,000
Purchases (Conversions) 1,000 780
Cost/Click (CPC) $5.00 $6.50
Cost $10,000 $13,000
Cost / Acquisition (CPA) $10.00 $16.67

Most digital marketers, including myself, would say campaign A.  More purchases (revenue), lower CPC, and lower CPA. Seems pretty obvious. 

But a question that’s worth asking is – what if campaign B focused on acquiring a better quality customer?  Someone who purchased a higher average amount bought more frequently, and stayed, is a customer of the brand for a longer period of time.  Ultimately, a customer with a higher LTV.  The question of which campaign is performing better looks a lot different when LTV is factored as a metric and could lead to very different marketing approaches.  

Looking beyond CPCs & CPAs

These are conversations that more brands should be having. Looking at CPCs, CPAs and the revenue from the first purchase are all very common KPIs, but they can be misleading and myopic. Factoring in LTV provides a more holistic approach to making marketing and overall business decisions.  

Going a step further, brands that decide to utilize LTV often come across the hurdle of how to efficiently segment their best from worst customers. In the workshop, I’ll share the most effective analysis that we’ve found.  For brands on Shopify, we’ll take it a step further and offer a valuable app that will both help solve LTV and segment your customers as well.  There are a number of apps in the Shopify App Store that can help calculate your LTV and effectively segment your customers for you, but there’s one that we’ve found to be leaps and bounds ahead of the rest.   

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Finally, once you’ve segmented your customers, you now have the ability to supercharge your marketing efforts to find more of your best customers, while also excluding targeting anyone who you believe might be exclusively bargain hunters or cherry pickers.  

Summary

If you’re interested in scaling your brand, you’ll want to attend this workshop.  Understanding LTV and how to find more of your best customers will be an invaluable tool that will help move the needle for your brand in 2022.  Key takeaways will be: 

  • How LTV has shaped the decisions of large brands we all know
  • How LTV provides a more holistic picture of success within paid search
  • How we’ve helped a women’s apparel and homeware brand find more of their ideal customers
  • Tactical insights (including apps/tools) on how to implement an LTV strategy within paid search

Hope to see you there!





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