Sam Larson is a Product Manager at Marin Software. He has spent the last 7 years working in digital marketing, some of his recent work involved an advocacy-based agency in Austin, TX. Outside of his work in digital marketing, you can find Sam staying true to his Minnesotan roots, playing and coaching hockey at one of the rinks around Austin.
Every so often, a story surfaces of a nefarious actor gaining access to a Facebook Business Manager account and running ads for an unrelated product or to a click farm. Usually, they are able to spend thousands of dollars and max out any and all credit cards associated with the account before the ads are paused and the cards are cancelled.
A majority of the time, this is caused by a digital team member simply giving access to the wrong person. Facebook’s 2-factor authentication works well against individual accounts being accessed, but unfortunately, it does not prevent user error.
One way to reduce risk is to reduce the number of users with access high enough to provide credentials to those who should not be in your account. Sounds easy, right? Managing user permissions can be more complicated for a number of reasons.
Of course, you want your team members to have permissions high enough to do their job effectively and efficiently. But over time, team members may gain higher levels of access when they may only need to do one or two tasks at a higher level. Sometimes it’s just easier to grant permanent Admin rights (we’ve all been there).
Additionally, you must remove user access when a member of your team no longer needs it, perhaps due to a change in roles or companies. With ‘The Great Resignation’ underway as workforce dynamics shift, a record number of employees are leaving their jobs or careers altogether. Permissions should be updated quickly to reflect users’ departure. But auditing the permissions of your entire account can be time consuming and sometimes takes a back burner to the priorities of managing your campaigns.
There’s an easier way to solve the issues that come along with account user management.
With MarinOne, only one member of your team needs access to Facebook Business Manager, and the rest of your team would only need access to the Marin platform. By reducing the number of team members with Facebook access, the chance of permissions being granted to the wrong person is lowered significantly. Users can still build, manage, and report on Facebook campaigns to drive performance on your ad spend without the risk of opening your account to a hack.
MarinOne’s rules engine lets you set parameters to pause campaigns when there is a dramatic increase in spend and will also send you an email alert to notify you of the change immediately. By setting up these guardrails, you’ll be notified of a security breach in real time and be able to shut down your campaigns before your account is drained.
Finally, removing users in MarinOne only takes two clicks in an easy-to-navigate account configuration menu. So, as team members transition in and out of your organization and new users gain access to sensitive Facebook data, you can easily stay on top of permissions to keep your account secure.
Now more than ever, it is crucial to keep permissions limited to those who genuinely need access levels, and it’s just as important to make sure those who no longer should have access are removed. MarinOne’s security features ensure that those who never should have access to your account have fewer avenues to gain permission.
Click here to learn more about connecting your Facebook account to MarinOne.
With increasing data privacy restrictions, it is becoming more difficult to reach your intended audience on Facebook. These updates have included the removal for Partner Categories, iOS14, and in 2023, the removal of cookies from Google Chrome. With each piece of the Facebook marketing funnel likely to see an increase in cost, finding a solution and ensuring the right eyes are seeing your ads has never been more important.
MarinOne Enhanced Social Audiences can help by increasing the size of your prospecting net and strengthening retargeting audiences during. Through a partnership with Experian, Marin Software can enable Partner Categories and pair it with our easy to use, large scale campaign management platform; allowing you to build campaigns rapidly and assure those most likely to convert are seeing your content.
By asking users to opt in to data targeting from Facebook, this could drastically decrease audience sizes. Data file uploads (either customer lists or 3rd party options) are necessary to assure your entire Facebook marketing funnel is working as efficiently as possible. The MarinOne Enhanced Social Audiences available are a direct file upload to Facebook and will not be impacted by iOS14 and will provide another avenue to target customers.
Similar to iOS14, this will disproportionately hurt Website Custom Audiences more than any other targeting method. Data file uploads are not reliant on cookies or pixels and can help combat audience degradation.
Yes, in a couple ways. First, by working with the Experian and Marin Social teams you will be able to combine efforts in determining the best audiences to target (or exclude) for campaigns and brainstorm the best mix for your needs. Secondly, there is no need for a separate contract with Experian. Audience costs will be included as a line item within your Marin Software bill, limiting the number of internal approvals necessary to begin running campaigns against these audiences.
If you are interested in learning more, click here to connect with a sales representative - Marin Software Social clients will have terms included within your current agreement. For existing Marin Social clients, reach out to your Account Representative to set up a call today!
Increasing the reach of your Facebook campaigns can be challenging due to a variety of factors outside of your control as a digital marketer, such as spending more money, changing your end goal, or altering the Facebook algorithm. Since updating campaigns based on those components is usually unrealistic, you can consider these five recommendations--all of which can be used immediately, and in any combination, but do not replace testing each element of your campaigns on a regular basis.
It’s easy to get tunnel vision around your top performing audiences and run those until the wheels fall off. But when your remarketing audience and your favorite prospecting audience are fully taxed, you will eventually be unable to pull any more value out of them. When the reach of your campaigns grows stale and the cost for reaching that next potential customer is not sustainable, it’s time to find new relevant audiences.
There are three easy avenues for uncovering new audiences that have endless possibilities. First: lookalike audiences. Even if you are already running one lookalike audience, you can still adjust the percentage of similarity to find new prospects. If you are concerned about moving too far from that initial high-value seed audience, you can use banded lookalike audiences and combine multiple levels; for example, a 3-5% banded lookalike audience.
Second: brainstorming additional interests to include in prospecting. Don’t limit yourself to just one way of thinking. Set up audiences around competitor targeting, complimentary companies, or demographic specific interests.
Finally, Marin Software offers a program called Automatic Search Intent. By breaking down that barrier between Search and Social, we are able to automatically build campaigns based on similar keywords to expand your retargeting and lookalike options.
It is possible to be too hands-on with your campaign mix. Checking daily on performance-by-placement and making decisions to eliminate the lowest performing ads by clicks, spend, or impressions will take a negative toll on your reach. Facebook wants your campaigns to be successful because, after all, the better you perform, the more you’re likely to spend on new ads. Because of this, placements that are under-performing already receive a fraction of the stronger placements. Additionally, there’s a limited amount of ad space inventory available. The option for your ad to run isn’t necessarily a Right Column ad vs. a Newsfeed ad; it’s typically that Right Column ad vs. not serving at all.
Gone are the days of your ads being denied if text filled more than 20% of the image. However, that doesn’t mean you are free to fill the image of your ad with an overabundance of text. If your ad is more than 20% text, Facebook will reduce the reach of your ad, driving the cost of doing business up. Avoid this problem by using text sparingly throughout the image of the ad and fully utilizing the text fields available. If you really have a lot to say about your product or service, provide that on a landing page. Those who are interested in your offering will click to learn more.
Last year, Facebook phased out its metric of Relevance Score and replaced it with: Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking. These three rankings specifically factor in the audience used, comparing your performance to those targeting similar audiences. Ad relevance goes beyond these scores, since Facebook is often the first time a potential customer has heard of your business. Being vague or misleading to drive traffic to your website, or misrepresenting your offering on Facebook, will begin to limit the number of people you are able to reach. When building your ads, think about what solution you are looking to provide and whether every piece of your creative aids in that goal.
We recently posted a blog about how to build a social media marketing funnel. In that blog, we discuss the importance of including top-of-funnel objectives, so that not every ad is pushing for those more expensive conversion goals regardless of where the prospective customer came from. Including a top-of-funnel objective, like video views or engagement, can dramatically increase your reach. The average number of times a prospect needs to see an ad before becoming a customer, but regardless of what that number is, it’s rarely the first time your ad is served. By making the first couple touches a $0.01 video view instead of a $1.00 link click, you can build that reach without breaking the bank.
Using these five ways to improve the reach of your campaigns opens up the ability to thoroughly test your ads, reduce the cost of getting in front of your audiences, and maximize down-funnel events. Facebook campaigns reward innovation, and running the same ad to the same audience for any extended period of time begins to provide diminishing returns. Instead of waiting for your ads to dip in performance, start implementing these tips to add growth and longevity to your Facebook ads.
Finally, Marin Software has a managed service offering. Included in that, our team will review existing campaigns and set up new efficiencies to increase your reach. Learn more about our Managed Services offering and schedule a demo today!
Setting up a funnel for your social media channels is a vital step for sustainable, long-term growth. For marketers, it's valuable to understand the path that your customers move through at each point of the user journey, from the moment they become aware of your brand, to their first purchase, to their evolution into a repeat and loyal customer. In this article, we will cover why you should build a funnel, what to consider while setting it up, and how to monitor the funnel’s success. The objectives referred to will be Facebook-specific, but this model can and should be implemented on any social channel that can incorporate retargeting.
It’s convenient to build a set of campaigns to help achieve your ultimate goal of conversions or purchases. The strategy makes reporting easy to navigate and gives you a clear view of which campaigns are performing well, and which ones need to be fixed. But when performance begins to lag behind, there isn’t enough data available to make an informed decision, or your prized retargeting audience starts to outpace your organic traffic, a funnel can help change your trajectory.
The primary goal of a funnel is to feed your favorite retargeting audiences, while weeding out those unlikely to convert. Wasting money on clicks from those that don’t know who you are, who don’t trust your website, or have no intent to use your product or service, does not lend itself to growth. And while increasing social media spend exclusively for lower-funnel conversion campaigns is the obvious thing to do, you also need to think more strategically and guide prospects through a series of steps to get them to take the actions you want. A good marketing funnel will nurture its prospects with relevant messaging at every stage, resulting in incremental performance, more brand loyalty, and less wasted ad spend.
In its early days, social media was primarily known as a brand awareness tool. However, more recently, and especially in light of COVID-19, its power to influence individuals and build their relationships with brands has become more apparent. After all, someone may become a brand advocate of your company through various touchpoints and interactions.
With today’s customer journey being more multi-dimensional, the marketing funnel is as applicable today as it has ever been. Social media’s ability to influence every single part of the funnel makes it a powerful tool for today’s businesses, particularly those in the consumer market.
Facebook advertising presents a perfect example of how social media can be used throughout the customer journey. Facebook’s ad objectives are already categorized by the different stages we’ve highlighted above, and its ad types are specifically used for engaging users at the various stages.
Your social media funnel will likely start off as a simple structure with only 2-3 steps in the user journey. Things to consider when structuring your funnel are the difficulty and likelihood for the potential customer to complete an action. For example, watching a video on Facebook is easy and frequent, but taking out your credit card to buy a product on a website off of Facebook is difficult and rare (comparatively).
For this example, we will also include a step in the middle: Landing Page Views, which are less common than video views, but more common than website purchases.
So, we have our customer journey:
However, we don’t quite have that funnel shape. If we target the same audience for all three of our campaigns, the cost will be similar to if we never set up a funnel, and we may actually drive up costs by bidding against ourselves. To prevent this issue, we need to use Custom Audiences. The top of the funnel should be as broad as it can be, while still being relevant to your goal. The middle should be targeted to audiences that have shown some interest, like watching 25% of the video, while the bottom of the funnel should be reserved for those that have made it to your website and taken action.
Building these audiences take time and, in many cases, requires advertisers to start from scratch. You will also want to ensure that the potential reach of your audiences is sizable (Ads Manager provides audience summary information about the Audience Reach) and that you’ve set the right ad budget by evaluating product margins and monthly revenue goals.
Having diversified campaigns and audiences will now provide stability to performance and open a greater opportunity for testing. In addition to having a social media funnel setup, your reporting will likely change too. If your initial goal before was to increase revenue, that still remains the same, but remember to factor each step of the customer’s journey into your success metrics. The key to ongoing success is making sure your retargeting audience is always being updated and that you are always reevaluating your tactics to make sure they align with the objective of each stage.
Marin Software has an in-house Managed Services team that can help you create your social media marketing funnel, optimize your audiences, build a set of recurring reports to ensure your goals are met, and much more. Learn more about our Managed Services offering and schedule a demo today!