According to DemandSage, Instagram is one of the most popular social media channels available, with over 2.35 Billion monthly active users. With such an extensive use case, especially for those in crucial customer demographics such as millennials and Gen Z, it's not surprising that many businesses try to harness the power of Instagram to facilitate growth. 

One way that businesses try to grow on Instagram is through partnering with influencers. These are individuals with a large or highly-engaged audience, and often both. Companies can use influencers to promote their products, pages, and more, and it has many benefits to implementing this marketing tactic. 

However, with things like costs and brand perception to consider, many people still question if using Instagram influencers to advertise your business is effective. Here's a deeper dive into the practice and why it can be a good idea for you. 

What is Instagram Influencer Marketing? 

Influencers exist on all social platforms, including Instagram, often serving similar functions and purposes. An influencer would have built a following by posting about a particular niche, lifestyle, or aspect of their life, with users engaging with the content because they find it entertaining, educational, or memorable. 

Over time, these influencers have built credibility and trust by being authentic and, for many, a source of inspiration. This reputation makes them perfect for businesses to partner with, as soliciting a promotional post with an influencer can get your product recommended by someone with a huge reach and genuine influence over the followers. 

One of the most famous influencers on Instagram is Kim Kardashian. With millions of followers, brands often pay for her to post content featuring their products in the hopes that some of those followers will be inspired to use the same products. You can follow a similar principle when partnering with an Instagram influencer. 

Mark Pierce, CEO of Colorado LLC Attorney, says, "Influencers have already done the hard part and built an engaged audience that trusts them. Advertising with influencers allows you to borrow their influence to promote your products." 

There are many different types of influencers you can use. They are broken down into: 

• Nano-influencer - 10,000 followers or fewer
• Micro-influencer - 10,000 to 100,000 followers
• Macro-influencer - 100,000 to 1 million followers
• Mega influencer - 1 million or more followers 

Regarding the different types of influencers, Stephan Baldwin, Founder of Assisted Living, says, "Don't disregard the potential of nano-influencers. Despite their small audience size, those followers are usually highly engaged and focused on that influencer's niche. Partnering with the right nano-influencer can help you find the best leads."   

Does Advertising With Instagram Influencers Actually Work? 

The states show that advertising with influencers can help your brand grow in audience size and revenue. Civic Science reported that 14% of Gen Z social users and 11% of millennials bought a product after seeing it promoted via influencer marketing. This may sound small, but it offers great potential when you remember that over 2 Billion users are on Instagram. 

The benefits of influencer marketing can be huge. As influencers have built up a trusted persona, having your products featured and advertised on their content can make your brand appear more genuine, helping to boost your reputation. Furthermore, partnering with the right influencers that work well within your niche can position you as an essential brand among your target audience. 

For example, if you run a sports equipment business, you can position yourself as an industry leader by having your products showcased by influencers within the sport niche. 

By using Instagram influencers to build trust, your reputation will soar. Managing your brand's online reputation is critical for business growth, and working with influencers can help with that. 

As well as that, influencer marketing can help you reach audiences you may not have been able to reach organically. Gerald Lombardo, Head of Growth at Popl, says, "It can be hard to penetrate a new market or demographic, especially if you want to expand in a new country. Using influencers can help you get a strong foothold."  

The best-performing type of influencer content on Instagram is videos. Ironic for an app that started by focusing on image sharing, reels see the most use on Instagram. This means you can pair your Instagram influencer marketing with Instagram Video Ads to capitalize on and maximize your campaign's reach.

How to Effectively Use Instagram Influencers

Using influencers is one of the best strategies for sponsoring products on Instagram, but you have to use them effectively and in the right way. Here are a few things to do to make sure that your campaigns are the most effective they can be: 

Know your audience 

You need to do market research on your brand to determine the type of Instagram users you should target. Certain brands and products appeal to specific individuals, so to ensure you work with the right influencers, you need a good grasp of the demographic that best suits your product. 

After that, you must research potential influencers to see if their audience suits your brand.

Jesse Hanson, Content Manager at Online Solitaire & World of Card Games, says, "We target a specific audience with our advertising. It can be a waste of effort and resources marketing to the wrong individuals, so fully understanding the type of audience influencers have can be super helpful." 

Pro tip: Studying your competitors' Instagram audience can provide valuable insights about your target demographic. Analyzing their followers and post types can help shape your audience profile and identify any overlooked segments.

Sprout's Competitive Analysis Report allows you to track your competitors' Instagram performance, engagement, audience growth, and compare it with yours. This enables you to identify key competitors and scrutinize their audience composition.

Follow the rules

When working with influencers, there are clear rules that both of you need to follow. The main thing is that when an influencer posts content featuring your product that they're being paid or compensated for, they must disclose that it's an ad clearly. Usually, an influencer will showcase this by adding '#ad' to the content. 

Although this is the influencer's responsibility, your business can get flack if they fail to follow these rules. That's why it's a good idea to draft up some guidelines and include this disclosure requirement in your contract so that they're more encouraged to do it. 

Pro tip: Launching an influencer campaign may draw your attention to vanity metrics like likes and comments. However, the true measure of a campaign's success lies in its return on investment. One effective method is using UTM parameters to track website visitors and engagement from each influencer. By assigning unique UTM-coded links to each influencer, you can accurately assess the campaign's impact on your revenue.

Follow the three R's 

The three R's principle can make choosing the right influencer easier for your business. The three R's represent Relevance, Reach, and Resonance. You want to make sure that your business is relevant to the influencer. For example, a home design influencer won't be relevant to a Crypto business and could alienate the audience. 

The reach needs to align with your goals. This isn't just about trying to get an influencer with the most followers; those followers need to be engaged and suit your product. Resonance is all about ensuring that your product offers a solution many followers experience. For example, a male grooming business will resonate well with an influencer with a predominantly male audience.

Tim White, Founder of Milepro, says, "The three R's govern most businesses' approach to influencer marketing. The more that aligns with your business, the more effective the campaign will be.  

Pro tip: Leverage an Influencer & Creator Database Solution – Without the appropriate resources, identifying the perfect collaboration can seem like a daunting task; but remember, you don't have to shoulder all the burden. By utilizing a dedicated platform such as Mavrck's influencer marketing solution, you can effortlessly find and establish connections with creators and influencers for your upcoming campaign.

Integrate Influencer Marketing into Your Advertising Strategy

Instagram influencer marketing can give your business a massive boost when done correctly. Influencers can get more eyes on your product and use their unique relationship with their audience to get them to trust your brand, making you more credible. 

Not every influencer marketing campaign will work, and you will need to put the effort in to see results, but they can become an effective way to advertise on the platform. If you’d like to get into the weeds with an expert consultant on how to make your influencer marketing plan effective, or to tackle any advertising question, the team at Marin is ready to help you get started.

‍

Roman Shvydun is a guest contributor to the Marin Software blog.

TikTok is quickly becoming a popular choice for e-commerce advertising, as evidenced by its high number of monthly active users and downloads. With more than one billion monthly active users and three billion downloads, it has surpassed other popular social media platforms such as Twitter, Telegram, Reddit, Pinterest, and Snapchat. 

As its reach and popularity continue to grow, so does the interest in advertising on the platform. For e-commerce retailers looking to build a strong marketing strategy, including TikTok ads for e-commerce should be a consideration. For inspiration for your next campaign, let’s take a look at some of the best TikTok ads of all time, and what has made them so successful. 

Common features of the best TikTok ads

Understanding the essential components that constitute a well-optimized TikTok advertisement can help your ad attract more views. These features will help you get more views:

Clear messaging

As a fast-paced platform, on TikTok, users tend to scroll through their feeds quickly, which means that you only have a few seconds to grab their attention. To do so, craft a clear message that will resonate with them quickly and encourage them to take action. Without a clear message and a single, unambiguous objective, your ads simply won't make an impact. 

Create your ads with eye-catching visuals that are high quality and relevant to your product or service. Additionally, they should be optimized for mobile viewing to ensure the best user experience. 

Entertaining and engaging, never boring

TikTok can be a marketing powerhouse for capturing the attention of millions of users. However, since the platform is saturated with endless videos, entertainment, and other content, you need to create ads that are entertaining and engaging if you want to stand out. Aim to make your ads fun, creative, and memorable. Your ad should evoke emotion and create a connection with the user, making them more likely to share it with others.

TikTok videos are short—most are between 60 seconds and three minutes—but the most effective ads are often much shorter. To leave a lasting impression, get your message across quickly and effectively without wasting any time.

Use of TikTok influencers and creators

TikTok influencers can help direct high-quality, loyal traffic towards your brand, so collaborating with them can be an effortless approach to gaining brand recognition. In fact, collaborating with creators to produce TikTok-specific branded content generates 65% higher 2-second view rates and increases engagement by 83%.  

Using branded hashtag challenges, influencers and creators can enhance your brand’s visibility without hard-selling. Influencers and creators are also often sought after because of their ability to connect with their audience in an authentic way. Make sure, however, that the influencer or creator you choose truly aligns with your target audience. 

Selection of the right ad type 

To achieve success with your TikTok ad campaigns, it's important to understand the unique advantages and disadvantages of each ad format. Once you’re familiar with the six different options, you can determine which one will work best for your specific goals and audience so you can maximize your results on TikTok:

In-feed ads

In-feed ads are very similar to watching stories that you see on Instagram or Facebook, except they happen to be embedded in the “For You” feed. These ads are skippable for users and they have a maximum length of 60 seconds, but 9–15 seconds is optimal. However, you can include multiple CTAs (calls to action) to prompt users to click on the ad.

Brand takeover 

When a brand takeover ad is displayed, it appears immediately after the app is opened, as either a static image for 3 seconds or a 3–5 second video without audio. While this ad type can give you quick traction, it’s more expensive than the others. 

TopView ads

TopView ads consist of 60-second videos that play automatically as soon as the user opens the app. This ad type and its strategic placement ensures that viewers will be exposed to your ad, making it a dependable and efficient method for connecting with your intended audience.

Spark ads

Spark ads are a unique ad format that allows brands to target their audience with customized ads tailored to their interests. They consist of a single image or short video clip that can be used to showcase a product or service. However, what sets Spark ads apart from other ad formats is that they're displayed in a user's "Following" feed, which makes them feel less intrusive and more organic.

Branded hashtag challenge

The hashtag challenge ad format is unique to TikTok and promotes user-generated content. The audience is prompted to generate themed content that features the designated branded hashtag, which is subsequently compiled on a hashtag challenge page. In addition, these challenges yield an average engagement rate of 8.5% and provide creative direction to brands interested in participating.

Branded effect 

Comparable to Snapchat lenses and Instagram filters, these brand-sponsored visual effects compliment hashtag challenges. They can be found on the first page of the effects panel, and remain there for 3 days. 

Winning TikTok ad examples and why they work

e.l.f Cosmetics

To reach their relevant audiences on the platform and improve conversion rates, e.l.f. Cosmetics used an in-feed ad. The video they created was entertaining and genuine and successfully illustrated the brand’s personality while advertising products in an engaging and professional format. 

Why it worked

The beauty brand heightened awareness and brand recognition by ensuring their video was appealing while simultaneously highlighting their brand, making it clearly visible in the beginning and ending frames. 

‍

Aerie

The intimate apparel brand, Aerie, achieved TikTok success by leveraging in-feed ad campaigns alongside branded hashtag challenges. Most recently, they became the first to experiment with TikTok's Dynamic Showcase Ads (DSA), and were able to increase conversions through personalized advertising. 

Why it worked

With DSA, consumer packaged goods (CPG) brands can advertise thousands of products with minimal effort spent on creative production. By using dynamic ads on TikTok, not only did Aerie automate their advertising efforts, but they significantly increased conversions and freed up time for more strategic initiatives.

‍

KIND

In just 24 hours, KIND's hashtag challenge generated a staggering 20 million views. In their effort to promote their Simple Crunch Bars, the snack brand giant gave users the chance to win a flight to New York along with a year’s worth of KIND products in exchange for posting videos about the bar’s loud crunch. 

In conjunction with user videos, KIND strategically positioned influencers to create sponsored posts. By collaborating with Zach King, for example, the brand gained a record 1.7 million likes and more than 18k shares. 

Why it worked 

KIND’s campaign was successful because it tailored its messaging to reach Gen Z by using influencers to promote their product. In addition, KIND encouraged video shares by giving their intended audience a motivational incentive, one that guaranteed a trip and some free products. Who could turn that down? 

‍

Garnier

Garnier turned to TikTok to promote a new line of vegan hair care products to its Gen Z and millennial target audience. Using a branded hashtag challenge combined with a 2-D branded effect, they enabled users to test the product line by creating a before-and-after transition video. 

In addition, Garnier tapped influencers to help push their brand further in conjunction with a One Day Max in-feed ad and a TopView Lite. A subcategory of TopView ads, TopView Lite ads include a 3-5 second-long video with no sound. To top off their efforts, the brand compiled a mash-up of the best user-generated videos, which they later promoted through Brand Premium In-Feed Ads.

Why it worked

Using a mix of different TikTok ad formats, Garnier was able to reinforce their brand’s message and appeal to their audience. Encouraging a viral challenge also allowed their users to become a central part of Garnier’s bigger story, helping the brand gain more traction. 

‍

Netflix

To gauge the attention of users for a new release titled “Sing On! Germany,” Netflix launched a TikTok ad campaign that would increase awareness. They used a Branded Effect paired with a Hashtag Challenge that enabled target viewers to participate in a virtual karaoke booth. Using this strategy, Netflix was able to incentivize submissions, and in turn, improve engagement levels. 

Why it worked

Netflix promoted the Branded Effect through influencer marketing and by using tunes from iconic songs that got users to sing along. Because so many people were able to use the filter and emotionally connect with classic tunes, the campaign became wildly popular and generated over 600m total video views.

Create a revenue-driving strategy with MarinOne’s TikTok advertising experts

To create a winning TikTok ad campaign, it’s important to analyze what aspects successful ones got right. Pay close attention to the various approaches used, identify successful hooks, and note which influencers generate the most engagement so you can determine how to establish a connection with your own target audience. 

If you’re ready to begin your TikTok advertising strategy, MarinOne is here to help. Our TikTok advertising pros will advise you in creating trendy, on-brand TikTok ads that work for your business and industry.

‍

To grow your business with TikTok, contact us today. 

Modern consumers are becoming increasingly adept at tuning out aggressive, disruptive advertising. This has led digital marketers to seek new and creative ways to engage their target audience. Amongst the most promising of these emerging strategies is native advertising—a format that seamlessly blends into the user's natural viewing experience.

But native advertising isn't some shiny, brand-spanking-new strategy cooked up in a digital marketing laboratory. In fact, it has a long and colorful history – one that spans decades and crosses a range of different platforms, mediums, and industries. 

From the days when people relied on black-and-white newspapers for their daily fix of information, to the golden age of radio when catchy jingles ruled the airwaves, all the way up to the digital dominion we now inhabit, native advertising has always been around, transforming and adapting with each passing epoch.

In this blog, we'll first take a journey through time to explore the rich history of native advertising and how it has continuously adapted to the demands of each era. Following that, we'll examine the current state of native advertising and discuss a few of the techniques that publishers and brands are using in a bid to make their native ads as successful and effective as possible. 

So, without further ado, let's start at the very beginning of the native advertising story.

A Brief History of Native Advertising

As the wheels of time turned and advertising evolved, native ads took on various forms, captivating audiences across different mediums. Let's take a journey through the evolutionary tapestry of native ads:

Advent of Advertorials

The roots of native ads can be traced all the way back to the early 1900s when advertorials – ads that masquerade as editorial content – first began appearing in print magazines. Advertorials were a clever concoction of marketing and journalism, allowing advertisers to promote their products or services in the guise of an informative article.

Cadillac's 1915 advertorial in The Saturday Evening Post was a shining example of this format. Created by Theodore F. MacManus, the ad was an impassioned ode to the spirit of progress and advancement, with nary a mention of Cadillac or even the automotive industry. The only giveaway that it was an advertisement was the subtle logo placed in the corner. But despite its lack of overt branding, the ad was deemed radical for its time – and even today, advertising professionals consistently hail it as one of the best ads ever created. 

Radio Revolution

In the roaring 1920s and 1930s, a time when radio and TV ruled the infotainment sphere, native advertising began to take a more audible shape. Businesses would regularly fund radio programs to propagate their marketing message.

A momentous event in this advertising revolution was the debut of the renowned "Eveready Hour" in 1923. This groundbreaking radio program, sponsored by the National Carbon Company, swept the airwaves via the illustrious WEAF radio station in New York. Beyond captivating the audience with its selection of entertainment, the program also weaved in advertisements for the company's prized Eveready Batteries into its segments.  

Television Takes the Stage

As television emerged as the dominant medium in the mid-20th century, native advertising followed suit, adapting to the visual storytelling potential of the small screen. Early adopters of this brave new world of television advertising included multinational consumer goods company, Procter & Gamble.

P&G's pioneering strategy involved underwriting a slew of drama series, such as 'The Guiding Light,' in exchange for subtle product placements of their soaps and detergents, hence coining the term "soap operas." Families gathered around their televisions, eagerly following the trials and tribulations of their favorite characters, in the process, absorbing the sponsored messages seamlessly woven into the storylines.

Infomercial Madness

The 80s were a pivotal moment in the history of native advertising. This was when the iconic infomercial– an advertisement structured as a program – first made its debut. Late-night television became a breeding ground for enthusiastic hosts and pitchmen hawking everything from kitchen gadgets to exercise equipment in an entertaining, educational format.

Leading the charge was Soloflex, the first-ever company to air an infomercial. The ad revolved around a common scenario – how to get in shape without joining an expensive gym. The infomercial was a tremendous success, thus giving birth to a wave of "as seen on TV" products.

Native Advertising in the Digital Age

When native advertising stepped into the digital age, it took on a whole new level of sophistication and relevancy. Although the basic premise of native advertising remained the same, digital media opened up a multitude of possibilities for brands to enlist in their quest to reach potential customers. Some of the biggest developments in native advertising's digital evolution include:

Paid Search

The rise of search engines in the early 2000s ushered in a new era of native advertising, as brands capitalized on Google's sponsored ad slots to promote their products and services. This gave birth to the concept of contextual targeting, allowing advertisers to reach out to users based on their interests and search queries.

Branded Content And Sponsored Articles

The proliferation of digital publishing in the 2010s led to the emergence of sponsored content, as brands began partnering with publishers to produce articles and videos in sync with the native content of their favorite websites. Digital media powerhouses such as BuzzFeed and Mashable, for instance, have made sponsored content an integral part of their business models.

One of BuzzFeed's most iconic examples is their "11 Reasons Why The Year 2000 Was The Best" article, which was sponsored by Tic Tac and featured a vote for the company's next flavor at the end. This article perfectly encapsulates how Buzzfeed and its brand partners have managed to meld sponsored content with their regular posts, creating an immersive native advertising experience for the reader. 

Traditional publications like The New York Times and The Wall Street Journal have also recognized the potential of sponsored content, catering to advertisers by crafting specially-branded articles and videos for their readers. This move further solidifies native advertising's position as a mainstream advertising medium, as even the most venerated news sources join in on the fun.

Programmatic Native Advertising

Sharpening the targeting abilities of native ads even further is programmatic advertising, which uses algorithms to automate the process of buying and selling ads. This has allowed marketers to personalize native ads based on the user's browsing pattern, resulting in higher engagement and better ROI. Programmatic native ads have also enabled brands to target a much wider audience, making their content more effective and relevant at scale.

Video Ads

Video is the next big frontier in native advertising. Viewership of digital video content has grown exponentially over the past few years, and wise brands are already capitalizing on this trend through native video ads. 

In fact, a survey by eMarketer revealed that in 2022, native video advertising accounted for a whopping 56% of all digital video ad spending in the United States. Furthermore, projections indicate that native display spending will experience a robust 12% year-over-year growth in 2023. 

The power of native video ads lies in their ability to captivate viewers with compelling content while keeping them engaged with their interactive nature. Just take a look at Taco Bell's "Belluminati" campaign—an ingenious example of a native video ad that used humor and a conspiracy-theory narrative to promote its new $1 menu items. 

Techniques for Native Advertising Success

A study conducted by Kantar and Taboola reveals that the inclusion of native advertising in the marketing mix led to a 25% increase in brand awareness. But as digital native advertising matures, getting your ads seen and acted upon is becoming harder and harder. Here are some of the key tactics that you can use to make sure your native ad campaigns hit the mark:

Research, Research, Research

A fleshed-out understanding of your target audience is the first step in executing a successful native ad campaign. Knowing who your target audience is and what they like allows you to craft an advertisement that resonates with the viewers, increasing the chances of them taking action.

Once you've identified your audience, you can start getting familiar with the platforms that will host your ad. Each platform comes with its own nuances and restrictions, so it pays to do your research beforehand.

Be Authentic

Your ad should be engaging, approachable, and interesting – but above all, it should be authentic and relevant. If your ad looks too much like a blatant sales pitch than an exciting read, it will turn the viewers off. 

People want to be informed and entertained – not sold to. So, focus on creating an ad that's helpful and educational. Frame your message in a way that adds value to the viewer's experience, and ensure that the ad fits in seamlessly with the content of its hosting platform.

Measure Your Success

It's not enough to simply create an ad and put it out there. Just like how your employees need regular performance evaluations to know if they're doing well, your native ad campaigns also demand frequent audits to ascertain their success. 

Continually analyze metrics such as engagement, CTR (Click Through Rate), CPC (Cost Per Click), and CPA (Cost Per Acquisition). These metrics will indicate how well your ads are performing and how effective they are at driving conversions. Then, refine and optimize your campaigns based on the insights gathered from these evaluations.

Leverage Digital Tools

The digital advertising toolkit is brimming with powerful resources that can give your native ad campaigns a much-needed boost. Some note-worthy tools include: 

• Workflow Automation. These tools empower you to automate repetitive tasks, optimize collaboration between team members, and ensure seamless project management. All you have to do is find an automation system that integrates with your current tech stack. Additionally, prioritize tools with a low learning curve or, even better, ones that offer a low-code or no-code config, making them accessible to users with varying technical backgrounds.
• File Management Systems. File managers play a crucial role in preventing the organizational chaos that can arise when dealing with creative assets and collaboration documents, especially when working with large teams. Proper file management systems allow you to share documents in real-time and ensure everyone is working off the same page. Most filing tools also provide granular permissions control, making it easy to protect sensitive information.
• Ad Management Software. With a full-suite ad management tool like MarinOne, you can optimize the delivery and performance of your ads in real time. Comprehensive solutions like ours reduce the need for manual interventions while providing end-to-end visibility into your ad campaigns. Advertising automation tools allow you manage budgets, bids, and placements and help you pull reports to analyze the performance of your ads, all in one place.

Future of Native Advertising

Native advertising in the digital age is only going to get more sophisticated. As machine learning and artificial intelligence (AI) continue to evolve, marketers will be able to leverage these technologies to create more contextual and intelligent native ad experiences.  It’s also likely that native will continue to expand beyond the current platforms, with more interactive and personalized formats appearing over the next few years. 

No matter what the future holds for native advertising, one thing is certain: the adaptability and scalability of native ads will keep them at the forefront of digital marketing for years to come. So, if you haven't hopped on the native ad bandwagon yet, now is the perfect time to do so. Embrace native ads and make them an integral component of your overall marketing strategy.

Meet with an advertising expert from MarinOne today to get started.

‍

Yoshiro Kichiro is a guest contributor to the Marin Software blog.

Consumers appreciate personalized offers. According to research carried out by Adlucent, 71% of consumers prefer ads that are tailored to their interests and shopping habits while 75% prefer ads that are aligned with their needs.

You can achieve effective ad personalization by leveraging artificial intelligence (AI) and machine learning (ML) to recognize patterns in your target audience data and use the insights generated to increase the relevancy of ads served to each user.

What is Ad Personalization?

Ad personalization is a strategy that involves tailoring and delivering relevant advertisements to your target audience based on hyper-specific information such as their demographic, geo-location, preferences, niche interests, or buying intent.

In an article for AdWeek, Christopher S. Dean, a VP at Salesforce refers to personalized ads as a “digital concierge” that anticipates customers' needs and directs them to what they want. Essentially, ad personalization is when ads are customized to appeal to the specific interests or buying behavior of an individual consumer.

How Does Ad Personalization Work?

Ad personalization leverages data, analytics, artificial intelligence (AI), and machine learning (ML) tools to understand and engage customers based on the context of their behaviors.

In short, companies specializing in advertising such as pay-per-click (PPC) collect user information from various sources, then use algorithms to analyze all that data and serve ads relevant to each user. The process of ad personalization involves:

• Data Collection: A large amount of user data is collected by the two largest ad providers, Google and Meta. Google typically collects contextual data from search queries, location data from Google Maps, and app data from the Google Play Store. Meta collects social media data like personal profile information, liked pages, and posts. Advertisers then draw from this data using pixels, cookies, and other tracking tags.
• Data Analysis: This involves using machine learning algorithms and analysis tools to process the data collected, identify patterns and derive insights. This analysis helps in predicting users’ behavior, preferences, and interests as well as identifying the best ad format for a particular user.
• Ad Targeting: Advertisers use insights from analysis to show relevant ads to specific users. This sometimes includes retargeting ads to users who have previously interacted with their brand.
• Ad Delivery: Using various platforms, programmatic advertising, and the right messaging framework, advertisers automatically deliver targeted display ads, social media ads, search ads, or video ads to individual users.
• Ad Performance Monitoring: Advertisers track the performance of their ads and use the data to improve their targeting and optimization strategies. They also use other optimization techniques like A/B testing to experiment with different ad formats and targeting options that improve the ad's effectiveness.

Is Ad Personalization Effective?

Personalized advertising is a “powerful tool” states Google AdSense, adding that it improves the relevance of ads for users and “increases Return on Investment (ROI) for advertisers.” A 2021 article by IBM Watson Advertising also mentions that 66%  of customers expect companies to understand their unique needs. According to the article, personalized ads boost engagement, help with product discovery, and “make online searching faster for those looking to buy”. 

Based on these insights, as well as data showing that up to 81% of Gen Z and 57% of millennials like personalized ads, it’s safe to say that ad personalization is highly effective. However, with growing concern about privacy, it has become important to explore transparent and ethical methods to collect data and deliver effective personalized ads.

Benefits of Ad Personalization

Some benefits of ad personalization for you as an advertiser include increased click-through rates, improved conversions, and higher ROI. Ad personalization can also lead to better user experiences, which can in turn lead to increased brand loyalty and customer lifetime value

Higher Engagement

People understand that personalized ads reduce their search time and help them find options and value for their wants or needs. This means that users who see ads that are tailored to their interests are more likely to click on them and learn more about your product or service. 

Increased Conversions

Conversion means that after viewing an ad, or part of it, a consumer takes a particular action that benefits a brand. This can include clicking on the ad to finish reading or watching, opening the website, and ultimately buying the product advertised. Generally, more people are likely to take action if the ad they see is personalized. 

Higher ROI

Ultimately, personalized ads can increase ROI. Since more people are likely to engage with the ad and complete a beneficial action, you will get higher returns for the effort and spending involved in advertising.

Challenges of Ad Personalization

Risk of Spooking the Customer

Many people already believe that their phones and other smart devices are listening in on them. While this may be unverifiable, personalized ads can fuel that fear, especially when over-emphasized.

Probability of Failure

Ad blockers on phones, browsers, and sites are becoming increasingly common. If a user has an ad blocker enabled, ads will not reach them, personalized or otherwise. In fact, some people may be more specific by turning off personalized ads, ensuring that advertisers cannot collect their data and include it in the ads shown to them.

Privacy Concerns

Privacy is a rather sensitive concept. As such, while advertisers may decide to collect data to improve ad experience, they may go about this unethically, buying unauthorized information from analytics companies. People also fear that their information may be sold for much more than creating personalized ads. This leads users to distrust personalized advertising.

Different Types of Ad Personalization

There are different ways to personalize ads. Let's take a look at a few of the techniques you can use to create the best experience for your prospects possible.

Direct Personalization

With direct personalization, you can target a specific user by using their name or sending them reminders about that their shopping journey. An ad copy that reads “Dear John, don’t forget that the promo for the wristwatch in your shopping cart ends in two days.” is directed at John, a single user. This gives the feel of a one-on-one interaction. Direct personalization can be achieved by personalizing emails or enabling a bot to have a relevant conversation with users.

Automatic Optimization

Here, you can decide to personalize ads by showing customers the ad that has had the highest engagement, conversion, and ROI rates. This way, you don’t have to create multiple ads to suit every single user’s taste.

Demographic Targeting

Ads for a product can be tailored differently for different demographics. Let's talk through the example of a banks' personalized advertising. Opening a bank account is essential for anyone, meaning that there is a wide range of demography involved in advertising for easy ways to open a bank account. With age, for instance, you can decide to create separate ads for each age range. This will appeal to different demographics, while still maintaining the core advertising message.

Dynamic Advertising

Here, special attention is given to the search history and stage in the consumer’s journey. So, ads are personalized based on what the user has searched for (possibly recommending similar products), as well as what they seem most likely to do (if they have abandoned their cart, the ad would attempt to steer them back to the site and convince them to purchase the product).

In addition to the types of ad personalization mentioned above, you also need to know the six levels of ad personalization which signify the degree to which ads can be personalized and are broadly classified as follows:

• Level 0: Users are targeted based on their needs or wants, as well as their country or state. 
• Level 1: Ads in this level are personalized based on needs or wants, and city location.
• Level 2: Ads in this level are personalized based on need or want, city location, zip code, and demographic info (age, gender, income).
• Level 3: Ads in this level are personalized based on need or want, city location, zip code, demographic info, and general interests (sports, beauty, fashion, technology).
• Level 4: Ads in this level are personalized based on need or want, city location, zip code, advanced demographic info (brand loyalty, political preference),  niche interests (favorite music, hobbies), and buying intent (search keywords).
• Level 5: Ads in this level are personalized based on need or want, city location, zip code, advanced demographic info (brand loyalty, political preference),  niche interests (favorite music, hobbies), buying intent (search keywords), and historical behavioral patterns.

How to Achieve Effective Ad Personalization

Many people ignore, close, or skip ads that are irrelevant to them. Forbes states that 49% of people are likely to ignore an ad if it appears irrelevant. In order to create personalized ads that deliver results, your ads need to add value to the user experience and also meet the requirements listed here.

Collect Relevant Data About Users

Data about users and consumers drive ad personalization. You have to collect data about target users based on the levels mentioned before. This information can range from simple things like what the user needs and where they live, to their behavioral patterns and political interests.

Know Where Users Are in the Marketing Funnel

Understanding where a user is in the marketing funnel helps you personalize your ad content and improve ad selection for users. For example, if a consumer is in the conversion stage, showing them an ad for similar products can convince them to return to your site and buy.

Use Retargeted Ads

This is a strategy directed at users who have visited a website but have not made a purchase. People may visit a website, and even fill their cart, and never really get to check out. 

Retargeting helps to bring the site, and the browsed products, back to the attention of the user, and may convince them to make that purchase. Dynamic ads (personalized based on search history and items in the cart) and Google Display Network (which allows you to determine the time and location your ads are shown, based on features determined by the advertisers) are ways to achieve retargeting.

Choose KPIs to Measure Success

For every advertising or creative campaign, it’s important to measure performance, analyze, and refine your strategy. 

After creating and implementing personalized ads, you must evaluate results, which helps you identify what is working and what needs to be re-evaluated. You can include surveys and forms for users to share feedback on the ads shown to them. 

Be Ethical With Your Approach

Privacy is a major concern for users who are served personalized ads. They are aware that it requires a large amount of their personal information to deliver these tailored ads and as an advertiser, you should be mindful not to spook them further. 

Offer voluntary ad transparency in order to build trust, be open about why personal data is collected, and lean more towards other forms of first-party data collection as opposed to third-party cookies and tracking codes. 

To Sum it Up

Ad personalization is a good way for you as an advertiser to improve the effectiveness of your advertisements and increase ROI.  By personalizing ads, you can make sure that your message is relevant to the individual and more likely to be of interest to them. This can result in higher click-through rates and conversions, and ultimately, more customers and sales.

To get started developing your omnichannel personalization ad strategy, reach out to the experts at MarinOne. We will help you set up the automation needed to make personalization a stress-free experience for your marketing team.

‍

Bernard Aguila is a guest contributor to Marin Software.

‍

In an unprecedented global frenzy, businesses across the planet are plunging headfirst into the vibrant realm of TikTok advertising. In the heart-pounding first half of 2022, titans of industry like Amazon and HBO claimed the throne as TikTok's most monumental advertisers, with a jaw-dropping investment of $22.5 million and $19 million respectively, as per Statista's report.

Curious about why they're all flocking to TikTok? The answer's simple yet exhilarating: TikTok is a colossal coliseum of brand exposure and skyrocketing sales, buzzing with over a staggering billion monthly active users!

The introduction of TikTok for Business and Ads Manager has been a game-changer, simplifying the route for brands to zero in on their target audience in this dazzling social media universe. The plot thickened when TikTok forged a groundbreaking alliance with Shopify, unlocking a new realm of marketing possibilities for e-commerce and retail.

For small businesses, TikTok is akin to a treasure-laden galleon. A whopping 78% of SMBs proudly attest to harvesting a positive return on investment (ROI) from their foray into TikTok advertisements. Are you ready to discover the secret sauce of the best-performing ads on TikTok and sharpen your strategies to surpass all expectations and reap an extraordinary ROI? Let's dive right in.

Revealing the Magic of High ROI-Generating TikTok Ads

Let's first unveil the TikTok ad formats leveraged by brands:

- TopView Ad

- In-Feed Ad

- Brand Takeover Ad

- Dynamic Showcase Ad (DSA)

- Video Shopping Ads (VSA)

- Deeplink Ad

- Branded Effect

- Branded Hashtag Challenge

- Spark Ad

Surprisingly, the dark horse, Spark Ads, despite being last on our list, claims a staggering 157% higher view-through rate compared to the typical In-Feed Ads. Yet, the crown for the highest click-through rate (CTR) belongs to TopView adverts, with a phenomenal 12–16% among all other TikTok advertising variants.

Knowledge of the different TikTok ad types is just the first stage of this thrilling journey. To truly unravel the power of TikTok advertising and catapult your ROI to unseen heights, it's time to master the art and science of maximizing the efficacy of your TikTok ads.

Master the Art of TikTok Advertising to Skyrocket ROI

Mastering the art of TikTok advertising - and it is as much art as science - boils down to a few foundational best practices.  Let’s dive into each of those best practices and find the best way to maximize return on your investment in TikTok advertising.

Know your audience

Who are you aiming to captivate with your riveting TikTok ads?

"Unlocking the magic of TikTok marketing commences with pinpointing your dream customer," advises Ryan Hammill, Co-Founder and Executive Director of the Ancient Language Institute. "You must craft an intricate, quasi-fictional avatar of your ideal consumer to meticulously align your marketing efforts with the right individuals. This involves sketching out an in-depth portrait of your target demographic, complete with their preferences, quirks, and tendencies."

To resonate with the core ethos of your most valued consumers and delve into their TikTok behavior, Hammill prescribes taking into account the following multifaceted aspects:

- Age

- Gender

- Income

- Lifestyle

- Personality traits

- Aspirations

- Interests, and more.

While TikTok reigns supreme as the quintessential social media marketing hotspot for Gen Zers, the scales are slowly tipping. The echo of Millennials and Gen Xers footsteps is growing louder, as they make their presence felt on the platform. As of 2021, a significant 36% of TikTok's audience fell within the 35–54 age bracket, a notable leap from 2020's 26%.

Beyond this demographic dimension, you should also uncover your audience's expectations from your brand. Could it be a tantalizing discount they seek? Observe how The Farmer’s Dog brilliantly wooed American dog owners with a Spark ad, promising an irresistible 60% off.

Ensure your ads shine a spotlight on the most relevant content, meticulously curated to cater to the distinct desires and needs of your TikTok audience.

Join Forces with Influencers

TikTok reveals a mind-boggling statistic - advertisements born out of a dynamic synergy between brands and influential content creators boast a staggering 91% higher six-second view rates. Moreover, these fruitful partnerships trigger a 27% leap in ad recall. 

Consider Babbel's strategic move, who tapped into the enormous popularity of Ben Hanlin, a TikTok sensation with a thriving community of over 1.3 million followers. He regaled his audience with his journey of mastering a new language with Babbel, painting a vivid picture of his expeditions in foreign lands.

Why not chart your own course and craft a robust influencer marketing strategy for TikTok? Identify and connect with influencers whose ethos aligns with your brand. 

Take the innovative example of SearchKibble, a search engine provider with a heartwarming mission - feeding shelter animals with every search. They partnered with powerhouse influencers who share a deep bond with their pets, such as Moca Cho Dien and Mason Glasco, boasting 8.9M and 6.6M TikTok followers respectively. These influencer collaborations propelled SearchKibble to phenomenal success, with a ROI of 2.3x, over 273,000 views, and a staggering 954,000 impressions.

Let's not forget Michael Kors' ingenious back-to-school campaign. By harnessing the power of Spark Ads to promote influencer content, they struck gold. The campaign reached an awe-inspiring 8.3 million people, amassing a whopping 58 million impressions.

Incorporate a Powerful Call-to-Action (CTA)

A compelling call-to-action woven into your TikTok ad could be the catalyst that drives a tsunami of clicks and conversions. As per TikTok's insightful research, advertisements that incorporate on-screen text and a crystal-clear CTA are 55.7% more likely to steal the spotlight with increased impressions compared to those that abstain from text.

The TikTok Ads Manager is your secret weapon, allowing you to concoct Recommended and Dynamic CTAs:

• Recommended – Cherry-pick a suggested CTA from an array of options on the drop-down list.
• Dynamic – Craft a versatile collection of CTA texts, primed to present the most fitting message to each TikTok user who lays eyes on your advertisement.

A sterling example is PepsiCo Australia's masterstroke of deploying a 'Learn More' CTA button in their Brand Takeover ad. On the very first day, the campaign's CTR hit a blistering 24%. Overall, they reaped a solid 17% CTR and accumulated a staggering 10M+ impressions.

Harness the Power of Hashtags

Hashtags are the unsung heroes of social SEO on TikTok. Long used on other platforms, many TikTok advertisers have not yet caught on to the effectiveness of hashtags on this platform. Savvy advertisers see this as a golden opportunity to expand their reach on TikTok. Hashtags serve as a beacon, guiding each user to their perfect ad match.

"To catapult your brand reach and ignite engagement, concoct a potent cocktail of trending and niche-specific hashtags," advises Carson Lang, Co-Founder and COO of Test Prep Insight. "If we were to promote ourselves, we'd sprinkle niche hashtags like #LSAT, #LSATexam, #LSATexpert, #LSATprepcourse, #lawschooladmission, #lawschoolexam, and trending ones like #lawyersoftiktok, #examprep, and #study."

As for the number of hashtags to feature, TikTok hasn't set a definitive cap, but a 100-character limit for the caption provides guidance.

For hunting down the most impactful hashtags, Lang suggests: "The Trending section on TikTok is your treasure map to the most popular hashtags. Alternatively, hashtag tracking tools like Tiktokhashtags or TikBuddy can also serve as valuable aids."

One fashion and beauty brand, Isle of Paradise, hit a home run with their custom hashtag #WakeUpandGlow in their Spark Ads to amplify brand awareness and promote their Glow Drops.

Their ad campaign returned a dazzling 500% ROI and an impressive 68% weekly revenue uptick.

Unleash Your Brand Power

Branded elements, from stickers to hashtag challenges on TikTok, can elevate your brand's presence and etch your name in the minds of potential customers. Dress your content in your brand's unique style to amplify visibility on TikTok, reel in new customers, and skyrocket sales.

We love the example of how ASOS exemplified this. The company devised an engaging Branded Effect and Branded Hashtag Challenge dubbed #AySauceChallenge. They strategically promoted this content through In-Feed and TopView ads, sparking their audience's creativity to showcase their favorite outfits. This clever initiative culminated in an astounding 488,000+ UGC videos and over 1.2 billion video views in a mere six days.

Even LG Electronics tapped into the power of a Branded Hashtag Challenge with their #lifeisgooddance and complemented it with a unique Branded Effect. This combination supercharged their brand visibility, generating 100M+ total ad impressions, 7B+ video views, and 2M+ video creations.

Don't Craft Ads – Create TikToks

TikTok echoes this mantra time and time again.

Jesse Hanson, Content Manager at Online Solitaire & World of Card Games, emphasizes: "TikTok is defying the norms of traditional advertising. It's critical to embrace a revolutionary approach to advertising on TikTok. Break the mold, infuse fun into your content, don't shy away from humor, and create awe-inspiring TikToks."

According to Hanson, your TikTok ads should be:

- Concise (9–15 seconds)

- Engaging

- Authentic

- Entertaining

- Immersive

- Fun-filled

- Creative

To hit the bullseye with your TikTok ad creation, incorporate high-quality videos/images. Moreover, use an eye-catching hook (like a catchy sound, vibrant color, meme, trigger word, or other TikTok tactics) within the first three seconds to outshine the mundane.

Consider how Itsu seized attention with contrasting colors in their In-Feed ad.

Automate, Analyze, and Amplify

Why not simplify the process and engineer automated, easily scalable campaigns? Consider using MarinOne + TikTok for Business to steer your campaigns and glean reports automatically with minimal effort. Plus, with creative A/B testing and advanced optimization, you can smartly allocate your budget and anticipate the impact of your TikTok ads.

TikTok Sales Funnel Strategies: Pro Tips (Amir Farrokhi) 

Acquisition strategy 

Influencer marketing on TikTok has proven to be incredibly effective in reaching and engaging with the platform's active user base, particularly for discovery and acquisition purposes.

The effectiveness of influencer marketing on TikTok stems from influencers' ability to build trust and credibility among their followers. These influencers have amassed large followings and possess the skills to create engaging and authentic content that resonates with their audience and, if chosen wisely, with your brand's target audience. When collaborating with TikTok influencers for acquisition, it is crucial to select individuals whose content aligns with your brand and target demographic. Seek influencers who hold a strong presence in your industry or niche and whose followers match your desired demographics. By partnering with influencers, you can leverage their existing fan base and tap into their influence to promote your products or services. When influencers recommend or endorse a brand or product, their followers are more likely to take notice and consider making a purchase.

The content produced by influencers for your product or service can take various forms, such as product/service reviews, unboxings, tutorials, challenges, or simply incorporating your brand into their entertaining videos.

Retargeting

Pixel Implementation: Install the TikTok Pixel on your website or app to track user behavior and capture relevant data. The pixel enables you to build Custom Audiences based on specific actions taken by users on your digital properties.

Define Retargeting Segments: Analyze the actions and behaviors of your website visitors or app users to segment them into different retargeting groups. For example, you can create segments based on users who abandoned their carts, visited specific product pages, or engaged with specific content.

Create Custom Audiences: Utilize TikTok's ad platform to create Custom Audiences based on the defined retargeting segments. Upload your customer lists, sync with your app data, or utilize pixel data to create these audiences.

Develop Engaging Ad Content: Craft compelling ad content specifically tailored to each retargeting segment. Personalize the messaging and creative elements to resonate with the audience's previous interactions with your brand.

Frequency Capping: Set frequency caps to control the number of times your retargeting ads are shown to users. This ensures that the ads don't become overwhelming or repetitive, leading to ad fatigue.

Ad Sequencing: Consider creating a sequence of ads to tell a story or provide additional information to users who have previously engaged with your brand. This sequential approach can help reinforce your messaging and drive higher engagement and conversions.

Continuous Optimization: Regularly monitor the performance of your retargeting campaigns on TikTok. Optimize your ads, adjust bids, and refine your targeting to ensure maximum effectiveness and return on ad spend.

Retention

User generated content(UGC) campaigns on TikTok can be highly effective in engaging and retaining your existing user base while also attracting new users. UGC campaigns involve encouraging TikTok users to create content related to your brand, products, or services.

Here are some key steps and considerations for implementing a successful TikTok retention strategy using UGC campaigns:

Create a Branded Hashtag: Develop a unique and memorable hashtag that represents your brand or campaign. This hashtag will serve as a rallying point for users to participate in the UGC campaign.

Define Campaign Goals: Clearly outline your campaign objectives and what you hope to achieve with the UGC campaign. It could be increasing engagement, generating user testimonials, showcasing product experiences, or fostering a sense of community.

Promote the Campaign: Spread the word about your UGC campaign through various channels. Utilize your social media platforms, email newsletters, website banners, and other marketing channels to inform your existing users about the campaign and encourage their participation.

Incentivize Participation: Offer incentives to users who participate in the UGC campaign. This could include giveaways, exclusive discounts, or featuring selected user-generated content on your official TikTok account or other marketing channels.

Showcase User-Generated Content: Regularly feature and highlight the best user-generated content on your TikTok account. This recognition can motivate participants and encourage others to join in. Consider creating compilation videos or showcasing individual content creators to amplify their impact.

Engage and Interact: Respond to user-generated content, comments, and messages to foster a sense of community and connection. Engaging with your audience shows that you value their contributions and encourages ongoing participation.

Continuously Refresh and Evolve: Keep the UGC campaign fresh and exciting by periodically introducing new themes, challenges, or opportunities for users to contribute. This helps maintain user interest and engagement over time.

Measure and Analyze: Monitor the performance and impact of your UGC campaign. Track metrics such as engagement rates, reach, and user sentiment to assess the effectiveness of the campaign and make necessary adjustments.

Turbocharge Your ROI with TikTok Ads

TikTok's reign in social media marketing is indisputable. The platform is revolutionizing business advertising in breathtaking ways. By harnessing the potent TikTok advertising techniques shared in this article, you can fuel positive ROI, sharpen your competitive edge, and smash your marketing objectives.

‍

Cut down your efforts and ramp up results with MarinOne's automated solutions and analytical tools.

‍

Rachel Melegrito is a guest contributor to Marin Software.

‍

Email automation is the way to go in 2023. But don’t just take our word for it. Take Hubspot’s. They say that 71% of B2B marketers use it to grow their business. And they are not alone. Statistica says that by 2025, there will be 4.6 billion people using email. That means a lot of opportunities for you to connect with your audience. You can also use automation to deliver your messages at the right time, increase conversions, analyze their behavior, and optimize the customer journey across different channels and touchpoints.

In this blog, we will show you how email automation can help you align your email campaigns with your customer journey-mapping strategies and how that can lead to more trust, loyalty and action from your customers.

What is Email Automation?

Email automation is like having a magic wand that lets you send emails to your customers without lifting a finger. It uses smart rules that tell your emails when, how, and to whom to go to based on what your customers do or don’t do. Plus, you can save time, make your customers happy, earn more money and customize your messaging for each point of the nurturing funnel.

Email Automation Campaigns You Ought to be Running

When it comes to email automation techniques, there are different types of campaigns or automation series that are simple to execute and very effective for virtually any industry, such as: 

Welcome Email Campaign: A series of emails introducing new subscribers to your brand.

Standard Promotional Campaign: A single or multiple emails that offer discounts, deals, or incentives to your subscribers.

Seasonal Campaign: A series of emails that aligns with a specific season, holiday, or event.

Triggered Email Series: A series of emails sent based on specific actions or events your subscribers take.

Post-Purchase Drip: A series of emails that follows up with your customers after they purchase.

Connect-Via-Social Campaign: A series of emails encouraging subscribers to follow you on social media platforms.

Newsletter: A regular email that provides valuable content, updates, or news to your subscribers.

Cart Abandonment Followup: A series of emails reminding subscribers of the items they left in their shopping cart.

Re-Engagement Campaign: A series of emails that tries to reactivate inactive or unresponsive subscribers. 

High Level Phases of Email Customer Journey Mapping

Before we dive into how email automation works in customer journey mapping, let’s understand what customer journey mapping means. It may sound fancy, but it’s just a way of showing how customers interact with your business. We can break this down into three steps: How they discover you, buy from you, and get your support.

To connect your email automation campaign to customer journey mapping, you need to focus on the following phases of user engagement:

Onboarding

Onboarding is the first step of an email automation campaign. You can “Greet and Welcome” your new customers, show them what you offer, and help them get started. For instance, if they signed up for a free trial, email them tips and resources.

Nurturing

Create a nurture campaign that increases trust between you and your customers and converts them from potential customers to customers. For instance, if they download a brochure, email them exclusive content and a special offer related directly to that brochures' content.

Retention

Retention is the last phase of your email automation funnel. Customer retention relies on customer satisfaction and engagement. A retention email, or series of emails, is sent to existing customers to maintain their loyalty. These emails vary in form but share the goal of enhancing education about your brand and deepening customer loyalty. Moreover, they aim to minimize effort for the customer over time and provide exceptional service with easy calls to action. 

Know the Difference Between Customer Personalization and Marketer Segmentation

Though the terms are often used interchangeably, personalization and segmentation are different concepts. While segmentation is all about marketers, personalization is about the customer.

Segmentation refers to dividing your customers into smaller groups, while personalization means tailoring your messages to each customer’s needs, preferences, and behavior. Here’s how it can help you transform your email automation strategy to address both your needs as the marketer and the users' needs as the customer:

• Email automation tools can be used for personalizing triggered email sequences, cart abandonment emails, and re-engagement email series to grab your customer’s attention.
• Personalization helps you create a better customer experience and loyalty by expressing to your customers that you know, value, and care about their needs.
• With properly personalized and segmented emails, you can reduce your costs and increase your return on investment by sending your customers fewer but more effective emails.
• When emails are relevant, users engage. A majority of marketers agree that subscriber segmentation (78%), message personalization (72%), and email automation campaigns (71%) are the most effective strategies for email marketing campaigns, based on a recent Hubspot survey.

Some ways you can personalize and segment your email automation campaigns are:

Dynamic content

Dynamic content is a game-changer for email marketing, adding a special touch and increasing conversion rates. With dynamic content, you can personalize your newsletters, delivering exclusive information tailored to specific subscribers. This customization improves click-through rates as people engage with content relevant to their interests. Additionally, by utilizing subscribers' shopping behaviors, targeted cross-sales campaigns can be created, boosting sales. Not only does dynamic content save time by consolidating multiple marketing messages into a single email, but it also enables the sending of ultra-personalized emails that drive conversions. Change the email content based on the customer’s data, such as name, gender, interests, etc.

Merge tags

Merge tags are placeholders that represent contact data in your CSV file. These customizable variables, such as First Name, Last Name, and Company, allow you to personalize the emails you send in your campaigns. By utilizing merge tags, you can increase customer engagement and improve email open rates. These tags are automatically created from the column headers in your CSV file, ensuring that each contact in your campaign receives a personalized email. 

Behavioral data

Create your email based on the recipient’s actions or inactions, such as clicking a link, visiting a page or opening an email, etc. Once you've collected and organized behavioral data, you can create segments of subscribers based on their behavior. Segment options include purchase behavior (frequency, recency, value, product category), website behavior (pages visited, time spent, bounce rate, conversions), and email behavior (opens, clicks, replies, unsubscribes). Utilizing this data, you can send targeted offers like loyalty programs to frequent buyers, re-engagement campaigns to inactive customers, content offers to engaged blog visitors, or win-back emails to unsubscribed subscribers. These segments provide valuable insights for improving email campaigns and informing stakeholders.

Buying history

Order history provides valuable insights for boosting sales and making informed decisions. By analyzing data and trends, you can accurately manage inventory, ensuring stocked shelves and avoiding missed sales opportunities. Understanding what sells well allows you to plan promotions and feature popular products both in-store and online, while discontinuing less popular items. Additionally, order history enables targeted marketing campaigns by allowing you to send relevant messages and offers to specific customer groups based on their past purchases. Segment and personalize your email based on the recipient’s previous purchases, such as product category, price range, frequency, and more.

Location

Location-based email marketing utilizes customer location data to send targeted and personalized emails. While mobile marketing focuses on real-time location using GPS, email marketing relies on broader location information such as zip codes. Location-based email marketing takes advantage of static data points like city, state, country, and zip code to create region-specific content, zip code-centric emails, and city-based emails. These emails can provide personalized experiences based on the customer's location and can be combined with location-based mobile marketing for a seamless customer journey. By leveraging available location data creatively, marketers can deliver highly relevant and engaging location-based email marketing messages that enhance the customer experience. 

Why Timing and Triggers are Essential for Successful Email Automation Campaigns

‍

“#1 — TIMING. Timing is everything when it comes to email marketing. If you send too many promotional emails or run too many sales…..You’ll burn out your list.” ~ Vlad| Direct Response on Twitter.

Timing and trigger-based automated emails are sent to your customers at the right time and based on the right action or event. According to SmartInsights, general trends indicate that Tuesdays and Thursdays are the most popular days for trigger emails, and one should send them at 10 AM and 2 PM for the best results.

To measure the effectiveness of your email automation triggers, and the timing thereof, several metrics can be used. Take a look at the total number of emails sent, open rate, click-through rate, unsubscribing rate, site traffic, and conversion. 

Common mistakes marketers make when executing email automation triggers include buying third-party email lists, not syncing the right triggers, sending too many emails, and not analyzing performance metrics continually over time. 

If you want to do it the right way, and we assume you do, utilize opt-in forms to collect interested users' emails, add value to messages, provide clear call-to-action buttons, keep messages personalized and humanized, and check triggered email performance against set metrics that align with company objectives. 

How to Measure and Optimize Performance for Email

The phrase "Data is King" holds true, emphasizing the importance of measurement and optimization for your email campaigns. To ensure success, it's essential to analyze email performance effectively. Here are some compelling reasons why measurement and optimization matter and how you can approach them with excellence.

• You can track how your clients interact with your emails. Use Google Analytics to measure email traffic, bounce rate, and conversions.
• It is easy to find out the loopholes in your customer journey. For instance, surveys, feedback tools, or heat maps can help you find pain points and opportunities to keep contacts moving through the sales funnel.
• The use of interactive email marketing tools can help you assess how campaigns affect consumer behavior, loyalty, and satisfaction. 
• You can use data analysis to experiment with different email elements over time, such as design, content, and personalization. For instance, use multivariate testing to find the best design version of an email.

The right blend of all these steps can help you enhance the customer experience and boost your email revenue. Many email automation providers, like MailModo, have templates available for email design, automation funnels, and common audience segments to help you get started. Customize these elements for your company in a few clicks and you'll have boosted conversions and retention in no time at all. 

How to Craft the Ideal Email

Email automation campaigns are some of the best ways to deliver personalized and timely messages to your customers based on their actions and preferences. Here's how you can create great email funnels that nurture and convert:

Pay Attention to the Structure

Crafting a perfect email requires attention to various elements. Starting with the "from" name, it's crucial to choose a familiar and recognizable name for better open rates. Creating an engaging subject line that focuses on the benefits and has around 28-39 characters can significantly improve open and click-through rates. Utilizing a cohesive preheader that complements the subject line adds value and provides a snippet of the email's content. Clearly explaining the purpose of the email establishes trust and helps readers decide whether to continue reading. Keeping the email short, concise, and visually appealing is important to capture and maintain readers' attention. 

Visualize and personalize your audience

Design and write your email with a picture of your target audience in mind. Use catchy subject lines, compelling copy, strong Calls-to-Action(CTA), and attractive images. DemandSage claims that emails with personalized subject lines increase open rates by 35%. Personalized subject lines show that you care about your audience and their interests, and they can help you stand out from the crowd. 

Test your email campaigns regularly

A/B testing is a crucial practice in email marketing to improve campaign performance. It involves sending two different variants (A and B) to your email list and analyzing which one performs better. A/B testing allows you to make evidence-based decisions. Common elements to test include subject lines, preview text, sender name, email timing, call-to-action text, landing pages, email length, design, subscriber greetings, and new ideas. By consistently testing your campaigns, you can maximize engagement and drive better results. With user-friendly email apps available, conducting A/B tests is convenient and highly recommended.

Key takeaways

Despite being the oldest digital marketing channel with a long history, email marketing is going strong and continues to deliver great performance for marketing teams across the globe. With the right email marketing strategy, companies are improving their customer journey mapping  and getting the best ROI on all their omnichannel efforts. To sum it up, here’s a reminder of how you can leverage email automation to improve your customer journey mapping:

1. Segment your customer based on their behavior and interests.
2. Create personalized and interactive email campaigns for each audience segment you have.
3. Measure and optimize your email performance.
4. Use customer feedback, heatmapping, and unsubscribe rates to know if you're on the right track.
5. Execute proper implementation of different types of campaigns to build rapport, satisfaction, loyalty, and business amongst your customer base.

Email automation can be complex and challenging, with multiple campaigns needed to nurture contacts throughout the customer journey. Simplify this process with the right combination of AI assistance, best practices as outlined in this guide, and content that captures your target audience. This combination has the potential to grow your business exponentially. 

The right email strategy is an important part of any company's omnichannel marketing efforts, but we know you have much more than just email to worry about. Work with MarinOne today to streamline your advertising and make sure all your marketing channels are working together effectively.

‍

Aquibur Rahman is a guest contributor to Marin Software.

‍

If you’re a business looking to differentiate yourself from competitors, switching up your marketing strategy should be your go-to. 

Creating killer marketing assets allows you to stand out, convert potential customers, and create an instantly recognizable brand identity. 

But what exactly are marketing assets, and how can you make them as effective as possible? Let’s dive in! 

What are Marketing Assets?

Marketing assets are tools used by organizations to promote their products or services. The most common examples include landing pages, blog posts, social media posts, infographics, videos, and eBooks. 

Marketing assets help you differentiate yourself from competitors, explain your unique offering to customers, and convert prospects.

With the rise of video platforms and sites like Instagram proving just how valuable visual content is, making your digital marketing assets visually appealing has never been more crucial. Creating landing pages that look stuck in the 90s or social media posts with questionable filters is a no-go. 

The good news? There are tons of stock photos, videos, and vectors you can use to set your marketing assets apart from the rest, as well as fresh content ideas to keep your site and social media page up to date.  

If you’re new to design or simply need a refresher, here are our top tips for creating marketing assets that will have your customers scrambling at your (virtual) door and your competitors scrambling to keep up. 

Create a Strong Brand Identity

If you think about the biggest, most popular brands, they probably have one thing in common - a strong, instantly recognizable brand identity. 

Consistency is key in cultivating a strong brand identity with the help of your marketing assets. The most important marketing assets will be your website, blog, and social media page, so keeping the types of images, font, and colors consistent across all three is critical. 

Your tone of voice is equally as important as the visuals. Whether you write in an informal, conversational style or a formal, more authoritative one, picking a tone of voice that resonates with your audience and sticking to it is a must. 

Make the Most of Social Media 

Social media posts are some of the best marketing assets you can use in your strategy. People worldwide presently spend an average of 2 hours and 28 minutes per day scrolling through social media platforms, according to Hootsuite.

The best part is that creating a business account on a social media platform is free, so it’s one of the lowest-cost marketing techniques you can use. 

To keep things simple, start by working with the channels most likely to connect you to your target audience. If you’re targeting Gen Z and millennials, this will be Instagram or TikTok, while Gen X and baby boomers are more likely to use Facebook. 

To create a coherent brand identity across your social media profile, use the same colors, typography, and tone of voice that you use in your other marketing assets. 

No design experience? No problem! You don’t have to be a professional graphic designer to create marketing assets that look good. Use templates, vector images, and easy-to-use image creation software to get started with social media posts.  

‍

Tell Your Story

Implementing storytelling in your marketing assets can be a game changer for your marketing strategy. Creating a narrative around your brand can make it easier for potential customers to connect with you emotionally. 

Using storytelling in your assets can even make your brand more memorable. 

You can use free videos for your content on your social media channel or your product’s videos as part of your product descriptions to give customers a more realistic view of what they’re buying and reduce returns. 

Bonus points if you feature a content creator popular in your niche in your video content or feature user-generated content in your marketing assets. 

With 53% of shoppers saying they always do research before buying a product, having previous buyers vouch for what you’re selling can massively increase trust in your brand. 

Create Easy-to-Read Blogs

Blogs benefit your business in various ways - they can improve your SEO, boost brand awareness, and cement your status as an authority in your industry. 

Here’s the catch. 

If blogs are thousands of words long with no subheadings, long paragraphs, and a lack of visual content, readers can easily switch off, and you’ll miss out on the desired effects of improved conversion rates and brand trust. 

To keep your blogs as readable as possible (and optimized for Google’s algorithm), add subheadings to signal new topics, write in paragraphs no longer than four lines, and add visuals such as images and infographics where applicable. 

Consider Video Case Studies

Case studies are widely perceived to be the gold standard of testimonials. 

Proving how your product or service has benefited an individual or company by letting them tell their own story combines two of the most effective techniques in the world of marketing - storytelling and user-generated content. 

Imagine you could take your case studies to a whole new level. That’s where video case studies come in. By tapping into the popularity of video content and its ability to build trust with consumers, you can increase the effectiveness of some of the most popular marketing assets, case studies. 

Focus on Consistency, Authenticity, and Connection

Your marketing assets should allow your target audience to feel more connected to you and better understand what your brand stands for. 

Using images and videos can make your content more visually appealing, while settling on color and typography brand guidelines can help you create an instantly-recognizable look. 

For the best chance at capturing the minds of your potential customer base, focus on cultivating a consistent brand identity, using storytelling, and creating marketing assets across various platforms.

‍

Filip Nikoloski is a guest contributor to Marin Software's blog and website.

To connect with audiences on Google’s feeds, your ad creative should include high-quality visual experiences combined with the perfect blend of authentic, captivating messaging and an appropriately-sized ad. With the right balance, you can attain peak performance on Google, drive more sales to increase your company’s bottom line, and hit your benchmarks to get the best results. After all, Google’s Display Network reaches 90% of the world’s internet users. 

In this article, we’ll walk you through:

• Why Google Display Advertising matters 
• Different ad sizes and formats
• How to set up a Google Display Ad campaign
• Five best practices to make sure you succeed

The importance of Display Advertising

Differentiate your brand

With your competition targeting the same prospects, it's crucial to differentiate your business. The advantage of visual imagery is that display ads can be used to distinguish your brand in the minds of potential customers — and they’re a great way to interrupt consumers who are considering giving your competitors their business instead.  

Generate brand awareness

According to the marketing “Rule of 7,” on average, a customer encounters a brand at least 7 times before doing business with them. Display advertising offers the advantage of widespread exposure, making brand awareness its greatest benefit. Because it has such an expansive reach, it’s not surprising that statistics indicate an annual growth of 7.91% with a market volume of $226.80 billion is likely by 2027. To make your brand known, get in front of consumers before they need your products or services. This way, you have a better chance of being considered when they make a purchasing decision, since they’ve encountered your brand time and again.

Increase performance of your other ads

A more recognizable brand leads to higher engagement with all of your marketing efforts, including search and social ads. Display ads, in particular, can complement and reinforce the messaging of other ads, strengthening your overall marketing campaign, and leading to better results. In fact, studies have shown that after seeing a display ad, 27% of consumers will conduct a search for that business. 

Improve results with retargeting

Most potential customers don't make a purchase on their first visit to your website. Even if they click on your ad, they often leave without taking any action. However, retargeting display ads help address this issue by targeting individuals based on their past behavior online, including those who have previously visited your website but didn’t convert. Display advertising is a highly effective approach that can help you go the extra mile to seal the deal and engage the consumers who already know about your business. 

Google Display Ad formats

Google offers two main formats for display ads: uploaded and responsive. 

Uploaded display ads

If you have access to the design resources to create display ads from scratch, go ahead and use image formats such as JPG, PNG, or GIF for Google Display Ads. However, keep in mind that even if you’re eligible for a specific placement, your ad may not be displayed if it does not meet the required size specifications for that placement. To maximize visibility, it’s advisable to upload different sizes of each ad.

Responsive display ads

To make the creation of display ads more manageable, Google introduced responsive display ads, which later became the default ad type for display campaigns. With this feature, you only need to supply visual elements (such as images, logos, and videos) and basic ad copy. Google will then test different combinations to find the most effective versions. Additionally, responsive display ads are designed to automatically adapt to the size requirements of each web page, making it easier to display your ads on a variety of sites.

Google Display Ad sizes

If you plan to use uploaded display ads, here is a list of some of the most commonly used display ad sizes you’ll need to know:

Mobile 

• 300×200
• 300×50
• 300×100

Desktop 

• 300×250
• 336×280
• 728×90
• 300×600
• 160×600
• 970×90
• 468×60

Both

• 250×250
• 200×200

The most popular Google Display Ad sizes

Of all the different Google Display Ad sizes, the following are the most popular and widely used.

Wide Skyscraper 

160 × 600 px

Large Skyscraper

300 × 600 px

The “1.91:1” 

600 × 314 px

Leaderboard

728 × 90 px

Large Leaderboard

920 × 90 px

Mobile Leaderboard

320 × 50 px

Video ads

300 × 60 px

Large Rectangle

336 × 280 px

Medium Rectangle

300 × 250 px

Large Mobile Banner

320 × 100 px

‍

Setting up a Google Display Ad campaign

If you’re ready to get started, just follow this step-by-step checklist:

1. First, log in to your Google account. 
2. Next, click New Campaign.
3. From there, select Display.
4. Then, Google will ask you to provide your website.
5. Be sure to give your campaign a name that’s descriptive and memorable. 
6. Select your language and your location targeting. 
7. Determine your budget and bidding strategy.
8. Develop your targeting parameters for this campaign.
9. Provide your copy and upload creatives.
10. Then, review all of your desired settings.
11. Lastly, go ahead and publish your new campaign.

5 best practices for Google Display Ads

To maximize your return on Google display ads, consider implementing these top five best practices:

Bid adjustments

Once you’ve collected enough data from your display campaigns, you can make informed decisions about the performance of your keywords, affinity audiences, and so on. Bid adjustments, which can be set at either the ad group or campaign level, allow you to turn these performance insights into action.

A positive bid adjustment for an ad group instructs Google Ads to raise your maximum cost-per-click (CPC) bid when one of the ads in that ad group is eligible to be displayed. On the other hand, a negative bid adjustment tells Google Ads to decrease your maximum CPC bid for that ad group.

Simply put, bid adjustments are an effective way to increase the gains from your top performers and reduce your losses from poor performers. 

Focus on top-performing search keywords

If you’re interested in keyword targeting, start by using your most successful search keywords. If you have groups of keywords that have driven few conversions or clicks, you may want to test them on the display network as well.

Keep in mind that consumer intent between the two Google Ads networks can be different, but if your search ads are performing well in terms of clicks and conversions, then the keywords behind them have likely proven to be effective.

Analyze referral traffic

Google Analytics provides a wealth of information, and for display advertisers, the referral traffic report is extremely valuable. It shows which websites are linking to your website the most, essentially indicating which websites attract audiences who would benefit from your product or service. 

These websites are ideal for displaying your ads since you know that the audience is relevant and therefore, you can be confident that you’ll see returns from the impressions and clicks made on those ads.

Make your value proposition clear

Consumers have become highly familiar with display ads, so it's easy for prospects to overlook them while scrolling. To avoid missing out on opportunities and wasting resources, it’s crucial to make sure your display ads stand out and grab the attention of your prospects.

The visual design of your ads, including the color scheme and typography, contribute to this, but the real key is having a clear and impactful value proposition that is prominently displayed on your ads. 

Create strong headlines

Most responsive display ads will prompt you to write four required pieces of copy:

• A short headline (25 characters)
• A long headline (90 characters)
• A description (90 characters)
• Your business name (25 characters)

When it comes to headlines, keep in mind that Google Ads will not display both headlines simultaneously, and that Google Ads may exclude your description. This means that when your Responsive Display Ad (RDA) is displayed, there is no guarantee that your description will accompany either headline. With this in mind, it’s essential to ensure that both headlines effectively convey the unique value of your business or offer on their own. 

Get your Google Display Ads noticed

Using Google Display Ads as part of your campaign can be a powerful tool for increasing traffic to your site and helping customers make their way through the conversion pipeline. 

When integrated into a comprehensive marketing strategy, Google Display ads can amplify your campaign’s success. It plays a crucial role in elevating brand awareness at the beginning of the buyer’s journey, as well as re-engaging repeat customers with personalized promotions and offers. Clearly, display advertising is a valuable tactic and can be leveraged at various stages of the buyer’s journey to maximize marketing outcomes. 

To make sure your Google Display ads are as effective as possible, reach out to the experts at MarinOne today. We can help align your marketing efforts to take your campaign to the next level.

‍Instagram evolved from an exclusive photo-sharing platform to one that now includes video formats. From 15-second Instagram Stories to long-format in-feed videos, marketers can leverage these powerful marketing tools.

Video ads on Instagram, in particular, are an attention-grabbing way to showcase your product or service. According to Meta’s Q3 2022 earnings release, production and consumption of Instagram Reels grew by 50% to 140 billion shares across Facebook, Instagram, and DMs. So, now is the best time to capitalize on Instagram video advertisements.

In this guide, you’ll learn how video ads on Instagram can help you achieve business objectives and best practices. 

Different Types of Instagram Videos

But let’s back up a bit. What are the different types of videos on Instagram in the first place? Here are four:

In-Feed

These videos appear on users’ feeds the same way image posts do. They can run up to 60 minutes long. This gives businesses leeway to create different types of content – from behind-the-scenes videos to promotions. It’s a surefire way to get Instagram likes. Plus, you can engage customers in the comment section.

This in-feed ad looks like a regular post with the like, comment, and caption section. The call to action button (CTA) sits between the video and the engagement features.

^{Instagram Stories}

These posts use a full-screen, vertical video format, appearing in the Stories section. They run for up to 15 seconds and ‘disappear’ after 24 hours (Note that Instagram Stories ads are different from regular Stories; they allow you to customize ad length). Interactive elements like tagging and stickers give Instagram Stories content an organic feel. It’s one of the few places you can post a direct link on the app.

This Instagram Story doesn’t have like or comment features, but viewers can share the ad with their followers. The CTA button sits at the bottom of the screen, and users swipe up to go to a converting landing page.

Instagram Reels

These 90-second videos are the newest video format on the app. They appear on the Instagram Explore page, followers’ feeds, and the Reels section of your profile. Customers engage with them by liking, commenting, and sharing.

This Reels ad looks like a cross between Instagram Stories and In-Feed posts. The video is a vertical full-screen. The caption, engagement, and CTA buttons are onscreen and not separate from the video.

Live

Instagram Live allows users to stream videos for up to four hours. Live streams appear in the Stories panel and only your followers can view them. Even though Meta is phasing out the Live Shopping feature, it is a great marketing format to interact with followers. You can also share exclusive content like tutorials or events.

Whatever format you choose, well-designed Instagram ads should feel like organic posts.

Instagram Video Advertising Goals

The statistics on video marketing are compelling – demand for video content is 91%. However, it would help if you had a well-thought-out content marketing plan to capitalize on the trend. Your marketing strategy should identify the marketing or business goals you wish to achieve with video ad content.

These goals can be one or more of the following:

Brand Awareness and Reach

Brand awareness is the degree to which target audiences recognize a brand, product, or service by name. Customers are more likely to buy products they know than those they don’t. Therefore, businesses with high brand awareness rates generate more sales and create economic moats that protect their market share from competitors.

Some ways to measure brand awareness on Instagram are mentions and engagement.

Engagement

It refers to creating meaningful customer interactions and building customer loyalty. According to Forbes, people are exposed to almost 8,000 ads a day. If you want customers to remember you, you should create engaging and organic content for every step of the customer journey.

You track your engagement rate by how many likes, video views, comments, and shares your video post gets.

App Installs

This objective falls under the category of increasing brand audience. SaaS brands don’t sell physical products; they sell subscriptions. These companies use video ads on Instagram to demonstrate their software value and drive app installs. So, instead of a ‘Buy Now’ CTA, you may see an ‘Install Now’ or ‘Download’ CTA. The more downloads you get, the bigger your audience.

Conversions

The goal of every marketing campaign is to turn prospects into customers. It is difficult to justify the budget spend on video marketing with low conversion rates. Fortunately, 92% of marketers believe that videos give them a good return on investment (ROI), with increased leads, traffic, and sales.

Instagram Video Ad Best Practices to Follow

If you’re considering video ads on Instagram, study the various video feeds to understand features, engagement capabilities, and content trends. The best ones usually blend into followers’ feeds. Here are five tips to optimize your Instagram video ads.

Choose Appealing Visuals

According to a study, you should deliver value in the first three to ten seconds to ensure viewers keep watching your video.

So, you need to make your ad visually appealing.

Start by minimizing the number of visual elements in the ad. Mobile screens don’t have a lot of space. You want to reduce the visual clutter and direct the viewers’ gaze to the product.

Also, use bright colors to capture attention. Check out this great example from Apple. The yellow green and pink colors stand out:

Use your brand colors, too, to improve recognition.

Also, place your product front and center in your video. You only have a few seconds to leave an impression; the viewers should know what the product is even if they don’t watch the full video.

There are technical requirements to making video clips appealing. We recommend vertical videos to fit the natural orientation of smartphones. Instagram Stories and Reels are full-screen formats and look better in portrait orientation. Other technical guidelines include video size, resolution, MP4 or MOV format, and 4:5 aspect ratio video settings.

Write Compelling Captions

As important as ad visuals are, you mustn’t underestimate the power of captions. Videos on Instagram automatically play without sound. That means viewers must tap the sound icon to hear the marketing message.

Again, you have a short time to grab customers’ attention. If your ad relies on sound, you must convince viewers to switch on the video sound. Onscreen captions help audiences hook into ad storylines and increase view time by 12%. They allow you to communicate your marketing message with or without sound and are browsing-friendly for people with hearing disabilities.

The video captions of this Nike reel (this isn’t a video ad, but just want to prove a point) are timed with the audio narration. The font color stands out for easy reading. So, whether the video sound is off or on, the audience receives a cohesive experience. You can do this with your Instagram video ads, too.

Remember, ad copy can clutter your ad, so keep your message concise.

Use Call-to-Action Buttons

The call to action turns prospects into leads and leads into customers. If you want users to download an app, sign up for a newsletter, or buy a product, the CTA directs them to the right place.

Instagram doesn’t provide many opportunities for direct links to drive conversions. There is the link in the bio and the link sticker in Stories. However, Stories are short-lived. If you send leads from your video to your bio to a landing page, you might lose them.

A third option is available to business/professional accounts to run ads. The CTA button appears at the bottom of the screen. Check out the Learn More CTA in the screenshot of Velocity Black’s video ad above.

To catch viewers when they are most interested, ensure your CTAs appear in the middle of the video. If you wait until the end, you will miss the chance to convert the people who didn’t watch the entire video. If CTAs appear at the beginning, you might seem pushy.

Utilize Hashtags

Hashtags are keywords or phrases that help people find content around searched topics. But if you’re using a pay-per-click strategy to amplify your ads, do you need them?

The short answer is yes.

Hashtags give context to your ads, allowing Instagram to understand and categorize your content. Instagram uses hashtags as signals to determine which content gets in front of which audience, affecting your rank on the Explore page and content delivery to your followers' Instagram feed.

Test Different Ad Formats

Even if you create an ad you think customers would like, it’s best to test different ad formats to find the one your audience responds to. Customer viewing preferences change. A/B testing helps you learn what they want to see.

A/B or split testing compares two or more versions of the same ad. This helps you determine which version leaves the most impact and drives conversions. Test each element individually, i.e., CTA buttons, color schemes, or caption copy, to find the best combination. For instance, the only variable between two ads could be the caption text color or video length.

Split testing adds another step to your video ad campaign. However, with A/B testing tools, you save time and money by running ads that bring results. When you sign up for Meta Ads Manager, you can use the same tools that optimize Facebook ads for your Instagram A/B testing.

In Closing

Instagram recognizes the value of video. Savvy marketers are capitalizing on the social channel’s video formats to reach audiences and drive sales. They use the platform to demonstrate product uses, highlight unique features, or tell their brand story. This guide showed you how Instagram video ads could help you meet your business goals. You learned five best practices to optimize your video ad campaigns. As a final tip, remember that your Instagram videos must be authentic, entertaining, and high-quality. Otherwise, customers will just swipe or scroll past them. Good luck!

‍

Harry Flynn is a guest contributor to Marin Software.

‍

Creating high-quality content that resonates with your audience is more important than ever in 2023. The amount of content produced and shared online is staggering, and you need to find ways to stand out from the crowd.

Marketers also need to be consistent, so finding ways to make your content creation more efficient, impactful, and memorable should be a priority. To help, we've put together 10 fresh ideas for efficient content creation in 2023 that will help you connect with your audience, drive engagement, and reach your content marketing goals. 

From beginners to those who wish to revamp an existing content strategy, these tips will make things easier for you this year, and beyond.

Tip #1: Plan and organize your content

To ensure you create content efficiently, you must have a clear plan and strategy. A content calendar is a great way to accomplish this strategy while also guaranteeing that you publish relevant and engaging content regularly. Always prioritize your tasks based on audience demand and your content goals, and use a mockup generator with pre-designed templates to provide an idea of the look and feel of your content.

With a content plan, you can ensure your content focuses on your current products, releases, services, and business happenings while aligning with the overall marketing strategy. Your content plan should be a roadmap for creating, publishing, and ensuring that you achieve a better return on investment (ROI) for your content marketing efforts. 

Tip #2: Repurpose and upcycle old content

Instead of starting from scratch every time you create new content, consider repurposing and updating existing content. For example, you could turn a blog post into an infographic or use it to create a podcast. This approach saves time and ensures that you're making the most of the content you've already created; no one is scanning back through your feed to see what you posted a year ago, and if they do, they likely won't point out a double-up.

Take your existing content and modify it in new and innovative ways to speak to new audiences, drive engagement, and above all, save time. Extending the lifespan of your content by turning a blog post into a video, for example, also means you'll see more value from all content efforts while building brand recognition and creating a strong, consistent brand image. 

Tip #3: Collaborate with micro-influencers and crowdsource ideas

Collaborating with other departments, influencers, or subject matter experts can help create better content. Use crowdsourcing techniques, such as surveys, to gather feedback and understand what types of content your audience wants to see.

This strategy will help point your content creation in the right direction, whether it be a social post or a high-converting blog. You can also leverage the audiences of the people or organizations you collaborate with to see higher reach to new audiences, who are potential customers. For example, micro-influencers, individuals with a relatively small but dedicated social following, can be a great way to generate sales. 

Some benefits of working with micro-influencers include:

• Higher engagement rates: Micro-influencers often have higher engagement rates than more significant influencers, as they have a more dedicated and engaged following. Your brand message has a better chance of reaching and resonating with your target audience.
• More authentic relationships: Micro-influencers often have personal relationships with their followers. This connection means their endorsement is more authentic and trustworthy.
• Cost-effective: Micro-influencers typically charge less for their services, making them a cost-effective option.
• Niche reach: You can target a specific niche or area of expertise, which can help your brand reach a targeted audience. 
• Long-term relationships: Micro-influencers are often open to forming long-term relationships with brands, which can help build brand recognition and credibility over time.

Tip #4: Use storytelling and other visual elements

Make your content more engaging and memorable with images, videos, and other data visualization to understand complex information. Where possible, try to tell a story about your brand, the products, or whatever your content is focusing on. People want to be entertained and interested by the content they see; if you can achieve this, your content will perform much better.

To weave storytelling into your content, consider the following tips:

1. Identify your story: Determine the main story you want to tell and ensure that it aligns with your brand and messaging.
2. Use relatable characters: Help audiences personally connect with your story, either with relatable fictional characters or real people such as customers or employees.
3. Create a strong emotional connection: Use emotional appeals such as humor, excitement, or heartache to create an emotional connection with your audience.
4. Use vivid imagery: Descriptive language, images, and video help bring your story to life.
5. Make it relevant: Ensure that your story is relevant by tying it to your customer's needs, wants, and interests.
6. Keep it concise: A focused story is good; avoid unnecessary details that can distract from the main message.

These storytelling tips apply to everything from social posts to sales promotion examples and landing pages. Great visuals and interesting stories go hand in hand with other SEO tactics. If you run a Shopify store for your business, some of the best Shopify apps can help you combine all of these elements seamlessly.

Tip #5: Inform your content with data

Data is a powerful tool that can inform your content strategy and help you create stories that resonate with your audience. By using analytics and metrics, you can track the performance of your content and make data-driven decisions to improve its effectiveness.

If you build a scalable content marketing campaign, you can easily pivot as you receive new data about content performance. From the types of people reacting to your content to the most popular pages of your website, data helps you understand what your audience wants, which is the key to successful content creation.

Tip #6: Incorporate voice and audio content

Voice-activated and audio content, such as podcasts, are increasingly popular. These formats allow you to reach new audiences and create more immersive experiences, making them a great way to diversify your content and engage with your audience in new ways.

You can also think about voice-activated video content designed for voice assistants and triggered by voice commands. This strategy can be a great lead magnet if your video content is engaging and informative.

Tip #7: Create interactive and immersive content

Engage your audience by encouraging them to take action. This can be done with interactive quizzes, 360-degree videos, or augmented reality experiences. These formats help you create a deeper connection while driving higher engagement and conversion rates.

Consider elements such as user input, which encourages audience engagement and involvement as they build a deeper connection with your brand. Immersive content can also help users to better understand complex concepts. For example, imagine a 360-degree view of a product or VR experience demonstrating how a service works.

Tip #8: Use higher quality video content

Video content is a powerful tool for engaging and building a deeper connection with your audience. However, whether it is live video or animation, it needs to be of a certain level of quality to help bring your content to life in a more impactful way. 

Invest in high-quality video editing and production to help maintain your audience's attention and show the value of your products and services. Poor-quality video can create a negative effect, reflecting poorly on your business and lowering the perceived quality of your products and services. Once completed, enlist the help of tools that ensure quality and secure uploads for efficient content processing with large video files.

Tip #9: Specific content tailored for social media 

While you can use social media to distribute and promote any of your content, it is important to think about specific content built for designated platforms. This content can be short and humorous videos for TikTok, industry-relevant opinion pieces for LinkedIn, and carousel posts or reels for Instagram. Craft content that suits the platform, then engage with your audience in real-time. 

To do this successfully, you will need to understand the unique strengths and weaknesses of each platform. As some social media sites reward users who post regularly, use an AI Content Creation Platform to get a head-start on your social media-specific content and create in advance.

Tip #10: Benefit from personalization and targeting

Personalization and targeting are essential for creating content that speaks directly to your audience. Be it personalized email campaigns or targeted eCommerce ads, this method allows you to work smarter as opposed to harder with your content marketing. 

Ensure that your content reaches the right people at the right time to see higher engagement and conversion rates. This strategy is a cost-efficient way to spend your marketing budget and will likely yield greater results as your attention and effort are focused on people who are somewhat already interested in the products or services you offer.

Focus on these areas to enjoy quality results

These efficient content creation ideas will help you make sure you provide quality output for your audience in 2023. Always remember that the key to success is understanding your audience, goals, and whatever makes your content stand out. 

Experiment with these ideas and find the ones that work best for you and your audience, then lean into them and reap the rewards. We also recommend supercharging your paid search, social, and e-commerce advertising with MarinOne, and maximizing the return on every single marketing dollar you spend.

‍

Luke Carlino is a guest contributor to Marin Software.

Since Snapchat made its debut in 2011, it has drawn millions of users to its platform. And although other social media competitors burst onto the scene to compete, it has stood the test of time. In fact, Snapchat still remains one of the most popular apps for users between the ages of 15 and 25. 

With 319 million active users each day, the app continues to be a valued marketing tool for brands looking to reach millennials and Gen Z’ers. Because of its unique ad formats and its power to extend audience reach and increase brand awareness, Snapchat has gained much attention and made it possible for marketers to create some of the most memorable Snapchat ads. 

‍

Why you should use it

Here are a few convincing reasons to add the social media platform to your marketing mix.

Highly engaged audience

Because they’re young and highly-engaged, Snapchat users are more likely to pay attention to and interact with ads. This makes it an ideal platform for reaching younger demographics.

Targeted advertising

Snapchat allows businesses to target their ads to specific demographics, locations, and interests. Through targeted advertising, marketers can ensure that their ads are seen by the right people and increase their effectiveness.

High ROI

Many businesses have seen a high return on investment from their Snapchat ad campaigns, making it a cost-effective marketing tool.

Strong mobile presence

Snapchat is primarily a mobile app, which means it's easy for users to view and interact with the ads on their smartphones. This can be particularly effective for reaching users on the go.

The best Snapchat ads ever

Sephora

Sephora, a leading beauty brand, partnered with Snapchat to create a gamified AR Lens. They ran their campaign for four weeks and increased the total amount of transactions on their website by 5%. 

What they got right: Users were directly engaged for 37+ seconds because the brand created an interactive game that kept their audiences’ attention by teasing them with a coupon code redemption. 

‍

Hopper

An airline-booking app, Hopper helps users find the best deals on flights and the best time to fly. To engage Snapchatters, Hopper developed creatives for different routes with ads that were simple, static, and had a clear call to action. Through their campaign, Hopper discovered that Snapchatters were not only 37% more likely to watch a route, but booking rates from Snapchatters were 4x higher than users of other platforms. 

What they got right: The airline-booking app used location radius targeting along with geographically relevant creatives to reach millennials. 

‍

Bacardi

Bacardi spearheaded a Snapchat ad campaign with the slogan “Do what moves you” to target their ideal audience. They chose Snapchat as their primary vehicle for digital communications, because not only does it offer ad engagement varieties, but it allowed them to reach the age group they were after. As a result of their strategy, the brand was able to gain maximum proximity to their target group, ultimately reaching 2.5 million Snapchatters. 

What they got right: In an attempt to update their brand image and attract more followers from the younger generation, Bacardi utilized Snapchat’s ad formats to create an immersive “summer feeling” for Snapchat users that kept them engaged. 

‍

Motorola

To increase consideration intent and brand awareness for their Moto g7 power smartphone, Motorola used Snapchat to present the product’s three-day battery backup feature. 

What they got right: By leveraging Story Ads and Snap Ads, Motorola was able to show their customers just how much they could benefit from the brand’s long-lasting battery. 

‍

Gucci

As the first brand to partner with Snapchat for a global AR shoe try-on campaign, Gucci had a very successful outcome. Through the campaign, Snapchatters were able to virtually experience trying on four different kinds of sneakers. From the Lens, Snapchatters were able to go straight to Gucci’s website to purchase the shoe of their choice.  

What they got right: Gucci’s AR try-on experience not only captured the attention of many Snapchatters, but it also kept them engaged, leading to an increase in sales and positive ROAS. 

Shipt

To cement themselves as a leader in the competitive grocery delivery space, Shipt turned to Snapchat’s impactful ads to expand their audience and reach potential prospects with relevant Snap Ads. As a result of their creatives, their message was received by over 10 million Snapchatters in as little as two months. 

What they got right: They chose an illustrative animation strategy to generate awareness of their brand and increase reach. 

‍

‍

Snapchat Ad best practices

With so many users worldwide, Snapchat is an ideal platform for connecting and engaging with consumers. When planning your Snapchat campaign, keep these best practices in mind.

Use interactive features

Snapchat offers a range of interactive features such as sponsored lenses, filters, and polls that can make your ads more engaging and memorable. Consider using these features to create an interactive experience for your audience.

Always use NEW story content

While it may be tempting to reuse an existing ad, it’s not recommended. Snapchat’s user base attracts a broad audience, so creating a tailored message will help you take advantage of the platform’s Gen Z niche. 

Be consistent and stay on brand

If your brand has a limited budget, develop a strategy that allows you to advertise consistently rather than being highly active one month, and completely inactive another. Of course, if your budget allows and your strategy permits a sprint advertising style, then go ahead with it. While every brand is different, it’s a preferred practice to keep your brand front of mind over long stretches of time. 

Ditch the sales pitch and create content that’s fun and natural

Work with micro-influencers and content creators to produce content that’s appealing to your audience. Keep content organic and authentic, and shift your focus away from being 100% sales-pitch oriented. 

Focus on the first two seconds

The first two seconds of your ad can either make or break performance. When promotion pop-ups appear immediately rather than in the final end card, optimal results can be achieved. Ads that have followed this best practice have outperformed others that have not. 

Test different ad formats

As part of your Snapchat advertising strategy, be sure to test different ad formats to see which ones are performing well for your brand and your target audience. By gaining key insights into how your ads are doing and why, you unlock the maximum return on investment for your budget so you can grow your business.

Supersize your Snapchat presence 

Whether your goal is to boost sales or raise brand awareness, Snapchat is an ideal platform for innovative and effective advertising campaigns. Creative Snapchat ad design relies on the combination of eye-catching visuals and a clear and compelling message that guides viewers to take the next step. 

By creating memorable, shareable, and interactive experiences that resonate with your target audience, you can supercharge your advertising efforts. Partnering with an expert in Snapchat advertising can get you started on the right track. MarinOne can help you develop engaging ads that inspire action and drive results to unlock more opportunities for your business. With its Snapchat integration, you can easily identify budget by channel, audience, and products that can be tested across multiple platforms. 

To learn more about how you can maximize the potential of your Snapchat ads and fine-tune your omnichannel advertising strategy, reach out to one of our MarinOne experts today.

In today's customer-centric world, User Experience(UX) plays a crucial role in determining the success or failure of a product. With a singular focus on the target audience and their experience, an expertly-designed UX ensures that users have a seamless, enjoyable, and immersive experience with a product. This, in turn, leads to a steady stream of satisfied and loyal customers. This is why industry giants like Google and Amazon have made UX a fundamental aspect of their business operations.

To stay competitive in today's market, successful companies continually test and iterate their products to align with the evolving needs of their users. Investing in UX has become an essential component for achieving success. Furthermore, UX plays a critical role in elevating the return on investment (ROI) for organizations. This article delves into the ways in which UX design can impact customer satisfaction and boost ROI.

UX and CX: Are they the same? 

The customer experience (CX) covers a customer’s holistic interaction with a brand across multiple touchpoints such as customer service, advertising, brand reputation, sales process, pricing fairness, and product delivery. In short, it is concerned with all the user touch points including social channels. Analyzing CX helps companies to know where their brand is positioned. 

On the other hand, user experience (UX) relates to how a user interacts with a specific product and it focuses mainly on the digital touchpoints of the user like website, applications, and devices. UX primarily focuses on areas such as usability, interaction design, visual design, information architecture, content strategy, and user research. 

CX is a more holistic initiative for customer retention whereas UX design aims at providing a pleasurable and easy experience for the users while using the product. UX is a subset of CX and is essential to enhance ROI. 

Both UX and CX have to be in tandem to boost customer loyalty and customer retention.   Let’s see an example of purchasing a product from an online store to illustrate this. 

• A user logs into the website to search for the product with the desired specification. If the navigation is seamless and product recommendations and customer reviews are personalized, the user can quickly arrive at a decision. 
• Then, within a few clicks, he can complete the payment. This is a positive user experience. Such an experience will make the user come back as the customer experience was great. 
• Imagine the package will be delivered to the user on time but the product was defective. 
• The next step for the user will be to contact customer service to figure out whether the product can be exchanged or not. 
• If the customer service team promptly responds to the user and resolves the issue, it is a positive customer experience. 

Thus we see how both UX and CX are essential for customer loyalty which is a determining factor of the profitability of the business. 

UX Strategies to Improve CX and ROI

Eliminating the risks of product failure is the main goal of UX to improve customer satisfaction. For this, certain principles of UX have to be focused on. 

• Usefulness: The design needs to have a purpose, and only user research can help in finding what is useful for the users.  
• Usability: Valuable insights and feedback have to be gathered from the users to measure the usability of the product and iterate the design accordingly. 
• Speed: The product design must ensure that it can cater to the fast interactions of the users on the web page/mobile app. 
• Trends: The UI/UX design has to be relevant and empower users to buy more. 
• Simplicity: Users like to have simple, accurate, and user-friendly solutions for their pain points. So keep the design as simple as possible. 

A good UX and CX are the pillars of a great ROI. Investing in UX enhances customer satisfaction which directly affects the company’s ROI. Following these core UX strategies will help to create a flawless user-centric design.

User Research to Create a Customer Persona

Before getting into UX design, UI UX designers need a firm understanding of the user types, their needs, and their pain points. For this, designers interview people who are using similar products, gather feedback from them to identify the pain points, conduct one-to-one meetings or launch online questionnaires to gain valuable insights into customer needs, motivations, and concerns. Keep in mind that the user needs may vary with demographics, interests, and purchase behavior. To summarize, knowing the exact target audience will help tailor user-centric designs that eliminate pain points and deliver the best customer experience. 

Mapping Customer Journeys

The data from customer personas can be applied to design a flawless customer journey. The key touchpoints that customers have with the product are identified and difficulties faced by the customer while interacting with the product are mapped. Using these maps, UI UX designers ensure that every interaction of the customer with the product is seamless. Such customer journey maps eliminate the errors that can arise due to assumptions made by designers. In addition, these maps are a great tool to understand where the customer needs are not met and then iterate the design to serve them better. 

Prototyping and Wireframing 

The design team creates a layout to demonstrate how the key interface elements look and work in a digital product. The layout can be low-fidelity wireframes or high-fidelity wireframes, also known as rapid prototypes. The choice of wireframes depends on the purpose of the design of the product and the requirement of the team members. Such basic skeletons of the design help designers prioritize all the elements with customers at the center point. The high-fidelity prototypes are close to the ultimate version of the product and developing such prototypes helps to gather feedback from the customers at an early stage. 

Testing the Usability 

Usability testing is performed to evaluate the design or prototype with real users. It helps UI UX designers to make corrections and modifications at an early stage of the design process. As discussed earlier, prototyping is the best way to find out the bottlenecks of the UX design and fix them before it goes on a large scale. Amazon, the world’s largest online retailer conducts permanent A/B testing to redesign the product that caters to user needs. 

Why should you calculate ROI for UX? 

UX/UI  improvements in design will deliver brands more positive product reviews, enhanced brand loyalty, considerable reduction in user errors, and better conversion rates. There are many success stories of companies that had an indirect increase in profits due to improvements made in their UX design. 

• Humana, a health insurance company performed A/B testing on their homepage banner. The first design was good but the company felt that it had to be improved to increase click-through rates ( CTR). Simple changes were made in the design and copy. These small changes in the UX design of the homepage banner resulted in a 433% increase in clicks. 
• Virgin America wanted to make its website more usable for modern travelers. So in 2014, they decided to make minor changes to their website to give a pleasurable digital experience for their customers. After successful A/B testing, they released a responsive website. As a result, they observed a 14% increase in conversion rates and 20% fewer support calls. 
• Rev, online transcription and captions service, completely redesigned their website to give it a modern look. Initially, the website had a carousel as the main design element to highlight the value propositions of the company. In the new design, the carousel was replaced with a simple bold value proposition with call-to-action(CTA button). This resulted in an increase in conversion rate by 19% in 9 months. 
• Vocier, a luxury suitcase brand found out that their website lacked usability. They made A/B testing pages. After implementing the changes, the conversion rate of the final version was 75% higher than the older website. 

These real-life examples show that simple changes in the UX design can have a positive effect on the conversion rate and dramatically impact your company's bottom line. So it stands to reason that investing in UX can contribute to the growth trajectory of the company, and already has for many brands. 

How can I Calculate the ROI for my Investments in UX/UI services?

It's quite challenging to get raw data on return on investment(ROI) in UX/UI services, as the result of the changes has an indirect impact on the profitability of the company. But these observations can help in determining the impact UX has on ROI. 

1. Cost-benefit analysis: In this method, the costs of the UX/UI services, including the development and test of the design, are calculated. Then the value is compared to the benefits, such as increased productivity, improved user experience, and reduced support costs. This analysis gives the net benefit of the investment.
2. Return on assets (ROA): Here, the return on the UI/UX services is calculated as a percentage of the assets invested. To calculate this, divide the net benefit of the investment by the total cost of the services and multiply by 100. 
3. Net Present Value (NPV): The present value of the future cash flows of the UX/UI services are assessed by considering the time value of money. 
4. Key Performance Indicators (KPIs) measurements: Track the before and after key performance metrics such as the task completion rate, error rate, and task completion time. 
5. Cost of rework: Compute the cost and effort of UI/UX design services at the beginning of the project. Then compare the data to the cost of rework after software implementation to analyze the total cost savings. 

A solid UX design enhances CX and boosts ROI

A pleasurable user experience greatly influences the customer experience. Research by Deloitte and Touche reveals that customer-centric companies were 60% more profitable than companies that were not focused on the customer. And a good UX is inevitable for a positive user experience. Therefore, investing in UX is a smart move due to the following reasons: 

• Greater ease of use boosts overall revenue/conversion as the customers get emotionally attached to the brand. And this results in customer loyalty. 
• A well-designed product enhances customer satisfaction along with business-to-business satisfaction. 
• UX techniques preempt user issues in the development stage of the product. This lowers the company’s expenditure for support calls. 
• A product backed with comprehensive user research is less likely to fail to eliminate the risk of a wrong thing. 

Now that you know how to get started with improving CX and UX, increasing overall on-site conversions, you can also start the process of bringing higher quality traffic to your website in the first place…through effective advertising and targeting. With MarinOne's paid media management platform, you will be able to see what ads perform across all paid media channels you're running, and invest wisely accordingly. Get started with our expert consultation team today to learn more about improving your customers' brand experience.

‍

Aparna K.S. is a guest contributor to the Marin blog.

‍

There is surely something in our collective consciousness that responds to well-produced persuasive advertisements. From the highly memorable “Mac vs PC” series of ads to Coca-Cola’s use of a classic song from yesteryear, most people have an ad they remember fondly. 

Businesses are constantly trying to gain the attention of customers through new persuasive advertising ideas and some have found more success than others. What’s their secret? Here are a few of the attributes that make some advertisements more persuasive than others. 

Persuasive techniques in advertising

The following are psychological triggers that can be used to nudge people toward making a purchase. 

Tell a Story

A persuasive ad should focus on telling a story that is hard for the viewer to forget. Research suggests that people are 20x more likely to recall stories than facts or figures. More often than not, people remember the story even more than the product, service, or brand being advertised!

How to do it: When you create an ad, use settings with characters that cause the viewer or listener to identify with a character's plight. Give your ads a narrative arc and watch as customers become more engaged.

Use Tailored Messaging

While there are a variety of persuasive advertising tactics that can work for your ad, focus on those that will resonate most with your target audience. Audiences respond better to tailored messaging that illustrates the benefits of what you offer and how it can improve their lives. 

How to do it: In addition to making your messaging emotionally impactful, strive to make it short and sweet. Keeping things simple is a marketing strategy that works best to keep consumers interested. 

Tap into Emotions

Emotions are responsible for the decisions we make in more ways than we realize and they play a far greater role in decision making than logic does. In fact, studies reveal that 70% of viewers are more likely to purchase a product after experiencing an intense emotional response. Connecting with your audience using emotional cues in your advertising — whether you’re making them laugh or pulling at their heartstrings — will make your brand more memorable. 

How to do it: Emotional persuasion begins with understanding your audience. Once you know your audience well, you’ll be able to determine which trigger words are likely to work best. Combining trigger words with storytelling creates emotional engagement. But to truly evoke emotional appeal and gauge attention, make sure to be authentic. 

Incorporate Celebrity Endorsements

The public is highly influenced by celebrities — what they say matters to a lot of people. Using celebrities as part of your promotion strategies will make your ad more persuasive. Tap into the ethos of popular people and online influencers and get them to tout your brand. 

How to do it: Look for celebrities that are relatable to your target audience and a good fit for your brand. Better yet, reach out to celebrities who are already using your product or service. Plan to work through a talent manager or agent. And remember, make your ask very clear and be sure to provide the details of your campaign goals.

5 Persuasive Ads to Inspire You in 2023

With a new year ahead, it’s time to look back and take stock of some of the most persuasive ads that launched during 2022 and why they worked so well. 

Dove “Toxic Influence”

Together with the marketing agency Ogilvy, Dove created this ad as a sequel to their previous campaigns such as “Reverse Selfie”, “Show Us”, and “Legacy” in pursuit of fighting for real beauty standards. 

As part of their self-esteem project, Dove has made it their mission to inspire young individuals to remove toxic beauty advice from their social media feeds. The ad features teenage daughters and their mothers discussing the disturbing promotion of false beauty advice through using deepfakes and face-mapping technology to expose the dangers of social media’s toxic influence. 

What they got right: By ensuring that their ad messaging is authentic, Dove has successfully reframed purchasing their beauty products for their audience. Beyond making people feel good about their brand, the ad focuses on connecting with others, evokes an emotional reaction, and expresses important values. 

‍

Pringles “Stuck In” 

During 2022's SuperBowl, the chip brand used its ad spot to highlight the 43% of consumers whose hand gets wedged at the bottom of the Pringles tube while trying to get to the last shattered chips. 

The commercial declares that any discomfort their customers experience is “worth it” by highlighting the misadventures a determined Pringle snacker faces as he goes through life with a chip can permanently wedged on his arm. 

What they got right: The brand took a comical approach to address a common pain point that Pringle fans encounter. Their sense of humor caters to the playful side of consumers by pointing to their brand’s heritage as a snack intended to be fun. They also appropriately combined the ad’s message with the perfect soundtrack: “Stuck on You” by Lionel Richie. 

‍

Specsavers “I Don’t Go”

The optical retail chain Specsavers uses a playful tactic to raise awareness around its home visit proposition. The ad’s goal is to challenge public perceptions around the variety of services the brand offers. It showcases a series of characters laughing off the idea of going into a store since they can experience the service from the comfort of their own home. 

What they got right: Through their ad, Specsavers successfully spotlights its home visits service while also driving brand reappraisal. It’s both powerful and emotive, and most importantly, aims to charm its customers while emphasizing the brand’s purpose of changing lives through better sight.

‍

Samsung “Love Hurts”

Cleverly crafted, this Samsung ad features a spider named Sam who falls in love with the Samsung Galaxy S22. The ad depicts the arachnid’s rollercoaster of emotions — ardor, pain, and joy — as it realizes the beauty of the phone’s camera lenses. The commercial closes with a happy ending and runs to the tune of “Love Hurts” by the legendary Scottish rock band Nazareth.

What they got right: Through the use of emotional storytelling, Samsung creates a memorable love story that is hard for consumers to forget. By doing so, the brand is able to shed light on its new camera innovation and also ensure a strong positioning in the highly competitive smartphone market. 

‍

Apple’s “911” 

Apple’s suspenseful ad revolves around how three individuals are conveniently able to call for help from their Apple Watch in the midst of an emergency. It’s as simple as dialing 911 from your wrist, by using Apple’s Emergency SOS feature. 

What they got right: By using real-life trauma to advertise their product and portraying how it can make the difference between life and death, Apple’s ad becomes relatable, effective, chilling, and dystopian all at the same time. It creates a strong emotional response from viewers by striking a balance of fear and goosebumps, illustrating how powerful it can be in saving lives. 

‍

These ads all attract and persuade viewers through emotional connection, relatability, and shared values — but above all, storytelling. These are the most powerful ways to create an ad that is sure to resonate with your audience.

How MarinOne can help you reach your audience

MarinOne can help you extract maximum value from your most persuasive marketing materials across different mediums, platforms, and channels. To find out how, contact one of our MarinOne experts today.

Modern consumer expectations and behaviors demand a creative edge from advertisers and a winning strategy that customers will respond to. Even when you know your target audience well, it’s not always easy to figure out the secret formula that gets consumers to say, “here’s my money.” However, when the right advertising techniques are used, you will captivate your audiences’ attention and direct them enthusiastically into your marketing funnel without them even realizing it. 

In a world where digital overload has made consumers resistant to ads, if you want to keep your audience engaged, you need to go above and beyond. Here are 13 compelling advertising techniques that will help you do just that and deliver the results you're seeking. 

13 Advertising Techniques the Deliver Results

Color Psychology

Many colors elicit a specific emotional or physical reaction and, in doing so, shape human behavior. When it comes to your brand and your marketing strategies, they not only influence perceptions, but can create an intentional mood for consumers, setting the right tone and conveying a desired message. In fact, research has proven that between 62% and 92% of people make a subconscious judgment to purchase something based on color alone. 

Lego’s “Make Your Own Story” ad, for example, uses color psychology to develop a playful scene with Star Wars figures. The brand strategically places the figures into a fun, casual atmosphere to tell a new story. By selecting orange — known to evoke emotions of warmth, friendliness, and enthusiasm — as the background color, they’ve created an open and inviting mood. 

‍

Partner with Influencers and get Celebrity Endorsements 

Partnering with a well-recognized influencer can help fast track your marketing efforts by getting your brand on the map. Doing so will also help build a big following. When consumers see popular influencers vouching for your products or services, it has a much more powerful impact on consumers than it would if the message were to come from your brand directly. 

Take Nike, for instance. In their video ad with Billie Eilish, the brand successfully reached audiences through partnering with a star who’s recognized for her distinct style. The pop artist gave meaning to the campaign, placing an emphasis on sustainability. 

“I want my collaboration with Nike to tell a story that not only highlights the importance of recycling but also reminds us that we need to take better care of our planet,” said Eilish. 

By taking a stance on a social issue, the star took the brand initiative to new heights, tying into the emotion of the buyer to help create a following. As Nike has demonstrated, celebrity marketing is a high-impact marketing tool that can produce significant gains — an increase in brand awareness, credibility, and sales.  

‍

Remember Time is a Valuable Asset to Consumers

According to recent statistics, 64% of customers prefer to shop with companies that can accommodate their needs in real time. In this day and age, consumers expect businesses to deliver results immediately, and if they can’t, consumers will look for someone else who can. No matter what product or service you offer, consumers are drawn to speed — how fast you can meet their expectations, or how you can save them time so they can spend it doing other things. Be sure to incorporate your time-saving advantages into all of your messaging across various marketing channels. 

Sedex, a supply chain company, demonstrates their commitment to speed by using extreme illustrations in their ads to support their promise to consumers: “Trust us. We deliver it fast.” Consumers take comfort in knowing that they will get what they want, when they want it. When brands live up to consumer expectations, it results in customer loyalty, brand trust, and more. 

‍

Focus on Needs, not Features  

It’s easy for advertisers to fall into the trap of focusing on their product’s features. However, customers aren’t compelled to make a purchasing decision based on features alone. When you sell an outcome that impacts the consumer on an emotional level, customers are more persuaded by the value a product has to offer to them. 

In the case of WeTransfer, their global brand campaign politely asks consumers to “Please leave”, explaining that their file sharing service is designed with the customer’s needs in mind so they can make the most of their time and get back to living their real lives. By focusing on needs instead of its features, WeTransfer highlights its company’s values: that it puts people first. 

‍

Make it Relatable

To resonate with your customers on a deep level, create an ad that feels immediately familiar and establishes a meaningful connection. When you inspire a strong emotional reaction, you are more likely to convince consumers that you understand how they feel. 

Nivea Men’s brilliant ad for Active Age moisturizers is a stellar example. In their “Because Life Makes Wrinkles” campaign, the brand illustrates how ordinary moments in life take a toll on us, causing wrinkles— something many people can relate to. Whether it’s taking care of children or getting in a fender bender, Nivea makes it apparent that stress affects everyone, and using a moisturizer is something everyone can benefit from. 

‍

Use Landmarks in your Design 

Using landmark images in your advertising campaigns can be a valuable visual asset. In fact, they can influence consumers' attentional focus and subsequent judgments. Take Asics, for example. To entice their marathon runners, the brand used a beautiful print ad to appeal to its consumers, conveying that they have the entire city of Los Angeles on the sole of their shoe. With a piercing image like that, who wouldn’t be motivated to go for a run?

‍

Minimalism

Implementing minimalism in advertising can be profoundly effective. When thoughtfully crafted, minimalist digital ads can get your message across without distracting clutter or over-stimulation, and are also more likely to increase conversion rates. These simple messages can be both thought-provoking and enticing for your consumers, ultimately capturing their attention in a way that motivates them to take action. 

McDonald’s McDelivery service has mastered the art of this advertising technique. Their ads are simple, yet bold. In their campaign, elegant illustrations speak louder than words. As you can see from the example, the iconic food chain has proven that less, really is more. 

‍

Repetition 

Repetition is key to keeping your brand or product at the forefront of consumers’ minds. The marketing Rule of 7 states that a consumer needs to see or hear something seven times before it actually sinks in. Exposure to repeating images, words, and messages makes consumers more likely to remember your brand. Thankfully, today’s digital environment provides multiple channels like your website, social media, video, and online advertising to make it easy to add repetition to your marketing strategy. 

Of the many brands that have utilized this approach, L’Oréal has proven that frequency paired with repetition can make a brand memorable. Their famous slogan “Because You’re Worth It” sprinkled throughout all their ads has been ingrained in the minds of millions of consumers. The cosmetics giant has not only created a sense of familiarity and trust amongst its customers, but has also successfully achieved brand recognition. 

‍

Body Language 

In advertising, body language can have more influence on an audience than words can. Body language is a powerful form of nonverbal communication that can translate a message without relying on text to prove a point. A person’s body movements, posture, and/or facial expressions are three of the most common forms of body language that can be adapted for your ads. 

In its “Melt” series of campaigns, Perrier incorporates a Renaissance twist into its advertisements based upon a Surrealist classic painted by Salvador Dali. By combining it with attractive models who use body language to exaggerate extreme heat, the brand creates an emotional trigger response from audiences, making them realize how much the sparkling refresher can quench a person’s thirst. Through using timeless and thoughtful imagery, Perrier is able to communicate a strong resonating image that makes their brand stand out. 

‍

‍

Association

Association marketing relies mostly on sophisticated psychology and aims to create associations for the viewer through feelings, ideas, places, or nostalgia. Associations often lead to strong, positive brand recognition and affirm its position as a premium service or product.

Throughout Lacoste’s Ageless campaign, the brand seamlessly emphasizes its ageless style. By featuring unusual pairings of people across their print ads and commercials, Lacoste points to the fact that no matter what your age is, clothes can still make you look fashionable. 

‍

Turn to Pop Culture 

Using pop culture cleverly has been a mainstay of pro marketing campaigns for years. Leveraging pop culture icons in your advertisements is a great way to gain content visibility, increase brand loyalty, and build a strong connection with consumers. Not only does it have an enormous impact on buying behavior, but pop culture influences also shape your brand's personality, making your customers feel like you’re one of them. 

In this imaginative ad, Band-Aid selectively chose the Hulk to represent that its brand heals, protects, and is strong. The brand’s messaging is clear, concise, and uses a pop icon to market their flexible-fabric band-aids. The ad speaks volumes and the color choices effectively set a healing and calming mood. 

‍

Symbolism

Symbolism attracts consumer attention and alters buying psychology. Symbols play a crucial role in successfully conveying messages and creating meaning. The most common uses for symbols are dramatic visuals, metaphors, or similarities that draw attention or interest towards a product. Essentially, symbols are a creative visual shortcut that can be used to effectively build your brand and convey a concept that will be remembered. 

In its cleverly designed park assist ad, Volkswagen compares a spiky hedgehog squeezed between two goldfish in vulnerable plastic bags to the difficulty of parallel parking. With a unique image, the brand makes a powerful statement and a lasting impression in consumer minds. 

‍

Highlight the Problem AND the Solution

Consumers respond more favorably when brands make it easy for them to spot a solution quickly and affordably. IKEA is no exception. They have mastered the art of solving space-related challenges for their customers through smart storage solutions. 

As is their tradition, IKEA usually uses quirky means to get their message across. In their brilliant “Need Space” campaign, they highlight the issue of space crunching, depicting how users stuff one shoe into another to save storage space. But, they don’t just address a pain point. They provide the solution too — a sleek and thin shoe cabinet to help customers make the best use of their living spaces. 

‍

Mastering your Ad Campaigns

While there are countless tactics you can use in your advertising strategy to create a strong appeal, using the ones that resonate best with your audience will ultimately generate the most success. 

Change is constant in digital advertising, but these techniques and strategies are timeless and will continue to be effective now and in the future. In the campaigns above, we can see that clever visuals, subtle symbolism, strong associations and pop culture influence can go a long way.

From the advertising examples above, it’s clear that if done right, ad campaigns have the power to evoke emotions and keep products in our minds, influencing our buying decisions both directly and indirectly. 

If you’re looking to create a lasting impact with your ads, MarinOne can help. Contact our team to get started today and learn more about how we can help you continuously improve your marketing campaigns.

Do you remember the last advertisement you saw on social media? Chances are the answer is no, and not just because your memory is poor. As soon as you (and most consumers) recognize an ad, you are far more likely to scroll on.

That's why native advertisements are becoming increasingly popular. These “disguised” ads are meant to blend in with their surroundings and give advertisers an extra moment to hook viewers. Native ads are usually found in social media feeds, but they can be used in other places like email newsletters and search engine results pages.

If you are interested in testing this marketing approach at your own business, read on for 8 native advertising examples you can use to start brainstorming.

What is Native Advertising?

Native advertising is a form of online marketing associated with branding that integrates promotions into the content that people are already consuming. Native advertisements are designed to blend in with the surrounding content, making them appear less intrusive and more natural.

Because of their strategic placement, native ads are a powerful way to build brand awareness and connect with a highly targeted audience. Most often found on social media and in long-form written content, these ads have the potential to drive much higher click-through rates and engagement rates when executed well.

Image Source

Keys to Effective Native Advertising

Native ads are meant to be a non-disruptive way to share your product or service, so it’s important to keep a few principles in mind when creating them. Here are three key elements to consider:

• Relevancy: Native ads need to be relevant to the user’s interests and what they are already browsing. While this is highly platform-dependent, native ads can be used to provide additional context around a topic, highlight a related offering, or feature customer-generated content.
• Creativity: Although they are intended to blend in with their surroundings, native ads still need to be creative and engaging enough to keep people’s attention. Use AI to create new images, visuals, formats, and messaging to see what works best with your audience.
• Authenticity: The modern consumer can see right past an obvious sales pitch, so it is necessary to be genuine and honest in your native ads. Native advertising should not feel overly promotional — instead, focus on providing value and educating your audience.

How Native Advertising can Backfire

Native advertising sometimes gets a bad rap due to the potential for users to be misled or taken advantage of. Native ads can easily blur the line between an organic post and a sponsored one, which can damage the trust and credibility of a brand.

To make sure that doesn’t happen, avoid these pitfalls:

• Overpromising: Native ads should never make unrealistic or exaggerated claims that don’t align with the product or service you’re offering. Even if the ad is more disguised than normal, always be true to your brand and the value you provide.
• Using misleading visuals: Native ads should never use visual elements that are intended to deceive. This includes images that don’t represent the product or service you offer, or presenting facts or data in a way that might not tell the full story.
• Not being upfront: Native ads should be clearly labeled as sponsored content and not made to look like editorial pieces. To maintain your brand's integrity and reputation, be transparent about who is behind the ad and make sure users can distinguish between promoted content and organic material.

8 Native Advertising Examples for Inspiration

Native ads are all about finding clever ways to advertise while still blending in with the surrounding platform. To give you an idea of what this looks like, here are 8 native ad examples to inspire your creativity:

1) Adidas on Spotify

‍

Adidas partnered with Spotify to create a unique experience and promote their new shoe line — the Nite Joggers. Users who opted into the interactive campaign would receive a "Nite Score" based on their evening listening habits as well as a personalized playlist. This soundtrack was a blend of favorite hits, new recommendations, and promotional content for Adidas.

This native advertisement is a great example of nondisruptive yet nondeceptive marketing. Although it was clearly an advertising campaign, Adidas was able to engage a targeted audience without interrupting their listening experience. Plus, the company effectively tapped into a growing marketing opportunity in the music streaming industry.

2) General Mills on The Guardian

‍

General Mills wisely sponsored content on The Guardian to align its brand with regenerative agriculture and small-scale farming. These themes are reinforced with high-quality closeups of their sustainable practices and the families that they work with.

The photos and videos show the human side of food production, which helps viewers establish an emotional connection to the brand. Other than its "Paid content" label, this informative article looks and feels like a regular piece of expository news on The Guardian — making it a powerful example of subtle native advertising.

3) SpongeBob on Instagram

‍

Where are SpongeBob's original fans hanging out? On Instagram, of course. Nickelodeon's hit show recently partnered with Instagram to create an interactive filter called "What SpongeBob character are you?"

This collaboration is one of the most engaging native advertising examples on this list because it tapped into the nostalgia of an older generation and made it easy for anyone to participate. The SpongeBob fan base didn't care whether it was a marketing ploy or not. This filter was genuinely fun, it fit in with other content on the platform, and it allowed people to reconnect with the characters they love.

4) Purina with BuzzFeed

https://www.youtube.com/watch?v=UJPJUaZZOss&t=12s (to embed)

‍

Purina teamed up with BuzzFeed to create a clever marketing video from the perspective of a cat. The cute and comical two-minute production explains how cats view their responsibility to take care of humans.

Although it highlights Tidy Cats, Purina's cat litter product, the video is not purely promotional. In fact, it offers real entertainment value to its targeted audience and anyone who can appreciate cats' quirks. Even almost 10 years after its creation, this content marketing example still sets the standard for how to both reinforce brand identity and drive sales.

5) Taco Bell on Snapchat

‍

Taco Bell created a Snapchat filter that turned users' faces into a taco. Released just in time for Cinco de Mayo, the filter was an instant viral hit with more than 224 million global views.

‍

This campaign was a success because Taco Bell nailed both the timing and the culture of Snapchat with its native ad placement. Plus, the company was able to boost brand awareness by prominently including its logo on every snap. 

6) Netflix on WSJ

‍

To promote its upcoming show Narcos, Netflix worked with the Wall Street Journal to create an interactive webpage on "Cocainenomics", the business of the Medellin cartel's drug trafficking operation. This detailed profile of a $4 billion underground empire is the perfect fit for the business and finance-minded readers of the WSJ.

Netflix put together one of the most compelling native advertising examples on this list by elevating a standard piece of content from the daily newspaper. The article reads like a piece of investigative journalism but is paired with clickable maps and timelines, and a timed quiz.

For most WSJ consumers, the portal likely serves as one of the most interesting stories they read that day. And if readers are hooked by the topic, watching Narcos is a natural next step for even more detail.

7) Allbirds on The New York Times

‍

Allbirds partnered with The New York Times to create an incredible full-page experience for readers, complete with sound, vivid imagery, and responsive video. This native advertisement ran as an article in the paper, but rather than promoting its signature footwear directly, the brand instead focused on sustainability.

The Allbirds article dives into the importance of birds to our environment, and what eco-conscious readers can do to help birds. At the conclusion of the post, the brand offers a single call to action — visit the Allbirds website to learn more about conscious commerce.

8) Samsung on TikTok

‍

To raise awareness for the Galaxy Z Fold3, Samsung launched a Branded Hashtag Challenge on TikTok. Boosted by TopView ads, Brand Takeover ads, and Reach & Frequency ads, the phone maker was able to eclipse more than 1 billion video views.

Samsung's "I'Mpossible Generation" campaign slogan was a nod to the innovative foldable smartphone. And the challenge's catchy tune and promise of prizes engaged creators from all over Vietnam. The native ad strategy not only caught fire boosting Samsung's brand awareness, but it also proved social commerce is alive and well with a 14% uplift in sales.

Final thoughts

Native ads have the potential to hook viewers in a more subtle way than traditional advertising methods. With relevant and engaging content, brands can communicate their values, foster an emotional connection, and fill their marketing funnels.

The most successful native advertising examples leverage creative content and fit in seamlessly with the surrounding user experience. By matching the appropriate look, feel, and voice of the adjacent content, brands can break through the noise to capture attention and form authentic relationships with potential customers.

‍

Daniel Anderson is a guest contributor to Marin Software.

‍

From emails to chatbots to scheduling, automation has transformed the way we work—and it’s only getting bigger: 86% of employees surveyed think automation will help them improve their efficiency, productivity, and growth. And one area that’s grown by leaps and bounds recently is creative automation. 

Creative automation can be a lifesaver for small and/or stretched marketing teams (which is probably every marketing team ever) because it does the heavy lifting for you when it comes to some of the most time-consuming parts of creating, launching, and managing ads.

In this article, we’ll take a closer look at how marketers can take advantage of creative automation to save time. 

What is creative automation?

In a nutshell, creative automation uses technology to automate the creation and/or optimization of your ad campaigns. This can include anything from simple A/B testing to more complex machine learning algorithms that will automatically generate new ad variations based on past performance. 

There are a number of different platforms that offer creative automation, each with its own unique features and capabilities. Some of the more popular ones include Creatopy, BannerFlow, and Celtra. 

How does creative automation work?

Creative automation apps create multiple versions of a base template automatically. Dynamic elements like text and audio are customized on top. Teams then link these components to a field in a data repository spreadsheet. When something in the spreadsheet changes, the dynamic elements respond. This makes it possible to launch an entire ad campaign with just a few clicks—and without ever having to leave your creative tools.

‍

Why use creative automation?

Saving time is a major benefit of creative automation, but it's not the only one. Here are a few more reasons to consider using it in your marketing campaigns.

• Improved quality: By running multiple versions of an ad simultaneously and letting the data determine which performs best, you can be confident that you’re always putting your best foot forward.
• Increased efficiency: Automating the ad creation process frees up your team to focus on other tasks, like strategy and analysis. It also makes it easy to align your marketing campaigns, collect data, and learn what’s working (and what isn’t) faster. 
• Better organization: With all your creative assets stored in one central location, it’s easy to keep track of everything and ensure that everyone is working with the most current and effective versions.
• Reduced production costs: By using automation to create ads, you have shorter production cycles, which saves time and therefore keeps costs low (not to mention reducing your dependency on agencies).
• Better brand consistency: Automated ads can be templated to match your brand guidelines, ensuring that every ad that goes out meets your standards.
• More scalable: As your business grows, you can quickly and easily scale your ad campaigns to reach more people without having to increase your team’s headcount.
• Easier marketing localization: If you’re running campaigns in multiple countries, creative automation can help you customize your ads for each market while still maintaining brand consistency.
• Easier A/B testing: A/B testing is famously time-consuming. With creative automation, you can test multiple versions of an ad—from banner ads to Facebook ads—to concurrently and quickly gather insights to inform your next round of tests.

5 Ways to get started with creative automation

If you’re convinced that creative automation is right for your business but you’re not sure where to begin, here are a few tips to help you get started.

1. Define your goals

What do you want to achieve? Do you want to save time on ad creation? Improve campaign performance? Collect data? All three? Be sure to establish some clear goals before you start shopping for a solution.

2. Do your research

Not all platforms are created equal. Spend some time researching your options to find the one that best meets your needs. 

3. Consider your team’s needs

What does your team need from a creative automation platform? Make sure to take their input into account before making a final decision. Things like a user-friendly interface and good tech support are a must.

4. Compare features

Once you’ve narrowed down your options, it’s time to start comparing features. Which platform offers the features you need at a price that fits your budget? Create a shortlist. 

5. Test it out

Don’t forget to test out the platform before committing to it. Most providers offer free trials so you can explore the features and see if it’s a good fit for your needs.

Discover MarinOne, the all-in-one advertising platform 

Once you've determined the right tool for automating your creative assets, you can then save time with a tool for automating the distribution of those assets. Paid media management puts all your ads in one centralized campaign manager, from TikTok to Facebook to Google Ads…so you can see what creatives perform well on multiple platforms and what creatives will need to go back to the drawing board.

MarinOne is the most versatile PPC management tool on the market. It makes it easy to plan, buy, optimize, and report on all your campaigns. Plus, with our automation insights feature, you can easily uncover opportunities for reducing spend, make the most of high-performing areas, and analyze data across your channels to improve your campaigns with ease. 

Request a demo today to see how we can help you streamline your ad creation process and improve your campaign performance.

With Black Friday right around the corner, brands are looking for creative ways to stay ahead of their competition and steal momentum. During 2021’s holiday season, nearly 155 million consumers participated in Black Friday sales—and that was despite the ongoing pandemic and supply chain disruptions. Of those consumers, 66.5 million did their shopping in-store while 88 million made their purchases online. Online spending alone totaled $8.9 billion. In years to come, this growing trend of purchasing online is expected to hold strong. 

With Black Friday remaining one of the most popular shopping times of the year, businesses must do all they can to supercharge their marketing campaigns and get in front of customers. 

8 tips for building the perfect Black Friday ad campaign

Here are eight of the top ways to make a big impression on consumers. 

Choose your channels mindfully

Decide which channels are the most active and the best fit for your brand. Be wise about where you decide to place your ads and which type of ads you’ll use—for example, are you going to run Google display ads, in-app ads, or social media ads? Knowing the answers to these questions ahead of time allows you to create deals and ads suited to the audience of each target platform.

Prepare your ads early

Get in front of consumers before your competitors do! It’s never too early to plan your Black Friday campaign. Once you’ve chosen the channels you’ll use, prepare your ads. Broaden your appeal by reaching shoppers who are looking for early deals—and those who prefer to space out their purchases. You don’t want to lose out to competitors because you didn’t get in front of customers soon enough. According to a PR Newswire survey, 54% of shoppers begin their holiday spending as early as October. By publishing your ads early, you’ll also be able to adjust your strategies for Black Friday weekend because you’ll have time to figure out what’s resonating with customers—and what’s not. 

Personalize your ads

It’s been proven that personalization efforts go a long way. To leverage the power of personalization, consider using dynamic display ads to expand your reach. For a step-by-step guide, you can follow MarinOne’s tips on how to use display ads to make the most of your ad dollars and run a successful campaign. 

Offer discounts that are impossible to turn down

Provide deals consumers can’t find anywhere else. On Black Friday, you’ll want to give customers an offer they can’t resist. Make sure the discounts you give are deeper than what you offer year round. Customers aren’t just looking for any deal—they’re hunting for the offers that allow them to buy things that are normally out of their spending reach.

Leak deals as the holiday gets closer

Take advantage of social media, influencers, emails, and other communication channels to create teasers for your audience. Tempt your consumers early on with deals they can anticipate. Creating this kind of excitement will help you win consumer attention which will translate into faster sales for you. 

Maintain brand consistency

Make sure your brand creatives look similar. With familiarity across your Black Friday ads, your brand will be more recognizable and trustworthy to consumers. By taking this extra step, you’ll give your audience the confidence they need to close the deal. 

Create visually engaging designs

Create visuals that are hard to forget and don’t overlook the value of powerful visual effects. Creating memorable Black Friday ads is a crucial step in drafting your holiday marketing plan so you attract more traffic and boost sales. Step up to the challenge of creating something that really stands out. Choosing unique designs and vibrant colors can help impress your customers, winning them over with just one glance. When you make the extra effort, your consumers will remember you and keep coming back. To do this:

• Get your point across with the right copy
• Use imagery and colors consistent with your branding
• Draw attention by using videos and animated graphics

Encourage shoppers to take action NOW

Make consumers excited to purchase products that benefit them. Creating a sense of urgency is one of the best ways to do this. You can make potential customers feel hyped about your brand an take action sooner by:

• Adding deadlines
• Using a countdown widget
• Including emotional triggers in your ads through power words and color
• Making them aware of how many products are left in stock
• Using copy like “last chance,” “final discount,” “limited time,” and so on

The best Black Friday ads to take inspiration from

If you’re looking for some inspiration, here’s a roundup of some of the most noteworthy Black Friday campaigns that caught lots of attention.

IKEA: “Buyback Friday”

Consumers love brands that prioritize global issues like sustainability. As a brand that values sustainability, IKEA built it into its annual Black Friday campaign launch. They offered customers the opportunity to return used IKEA furniture in return for a credit voucher for up to 50% of the item’s value. After running the campaign in 27 countries, IKEA donated or recycled all the items that could not be resold. By celebrating Black Friday with genuine discounts, IKEA demonstrated a commitment to its brand values and also gave consumers a reason to make more purchases. In addition, loyalty program members were given an extra 20% off on vouchers used between November 19th and 29th, making them feel valued and also motivating them to engage with the campaign. 

Bed Bath & Beyond 

With its fun Black Friday commercial, Bed Bath & Beyond can get inside the heads of its target customers. In this ad, when a shopper has trouble justifying her purchases, a reassuring sales clerk convinces her it’s “for the house.” While capturing the guilty pleasure of Black Friday shopping, this creatively genius video ad gives customers an easy “out,” encouraging them to buy the things they really want for themselves.  

Google:  “#BlackOwnedFriday”

In its Black Friday campaign, Google chose to focus on a key social justice issue by supporting black-owned businesses. The brilliant campaign commercial they used cleverly included a Google search component, allowing viewers to search for Black-owned shops that were closest to them. With results specifically configured to promote relevant links and content, Black-owned stores received greater visibility. 

Walmart: “#Unwrapthedeals”

In its out-of-the-box TikTok campaign, Walmart turned Black Friday sales into a gamified experience. By using a filter that allowed customers to “unwrap” deals, they created an element of surprise that kept consumers engaged. They also encouraged consumer participation by having TikTokers post their #Unwrapthedeals hashtag along with their challenges for everyone to see. Through its interactive campaign, Walmart broke all TikTok hashtag challenge benchmarks, gaining over 5.5 billion hashtag views in total. 

Ray-Ban

Ray-Ban successfully got its customers excited not only by offering an unbeatable discount of 50%, but also by using a countdown clock. In addition to creatively advertising saving possibilities, they created a fun design to capture customers’ attention. 

DECIEM: “Slowvember”

Instead of hosting a flash sale to encourage uninformed impulse buying, this Toronto-based umbrella company of skincare and makeup brands extended its discounts for the entire month of November. As part of a Black Friday campaign, they asked customers to approach their shopping differently and take their time. On the holiday itself, they shut down their brick-and-mortar stores and paused their website so consumers could “celebrate the beauty of slowing down.” 

How MarinOne Can Help You Make This Black Friday Successful

For marketers and advertisers, Black Friday is one of the busiest times of the year. But with the right imaginative Black Friday ad campaign you can stand out amongst the fierce competition and get consumers flocking to your holiday deals.  

Whether you’re launching a campaign to increase revenue numbers, improve engagement, or cultivate interest in your brand, our tips will serve you well. Studying the top ads that ruled the internet will give you guidance on how to create your successful ad campaign.

If you’re looking to elevate your e-commerce marketing strategy, start with MarinOne’s platform to help you analyze, automate, and optimize those Black Friday ads. 

Ready to get started? Contact our team today.

Display advertising is one of the best ways for businesses to grow their online presence—and there are plenty of sites where you can promote your products and services. Unfortunately, many beginners make mistakes that impair their advertising efforts.

Several factors need to be considered to create a successful display ad campaign. This article will discuss display ads and why you should use them, and we’ll give you 11 tried and tested tips for standing out. 

Why You Should Use Display Ads 

It’s true that text-based search ads have their advantages when it comes to click-through rates and conversions, but there’s still an important place for display ads. Some important uses of display ads include highlighting products or services that are visual in nature, and cultivating and educating potential customers in the early stages of the sales funnel, regardless of whether they click on the ad. It’s no wonder, then, that companies in the US have been spending more every year on display advertising—and this trend is set to continue. 

Why else should you use display advertising? First and foremost, display ads can—when done correctly—put you in front of your target audience immediately. This is in contrast to the longer-term investment of time needed for organic content marketing—making it an excellent option if you’re trying to scale a newly established business quickly. 

Because you’re getting in front of more of the right people more quickly, display advertising is an excellent way to increase sales right out of the gate. Since you’re driving more traffic to your website right away, you’ll have more leads to send down the marketing funnel—enabling you to convert more of those leads to paying customers while you build your brand organically at the same time.

Here’s how you can get started with display ads so you can keep your business growing. 

Keep it Brief 

Regardless of the industry you operate in, you’ve probably got fiercer competition than ever. However, at the same time, you’re fighting for limited attention spans: research from Microsoft found that average attention spans dropped from 12 seconds to eight seconds between 2000 and 2015. The rise in short-form video platforms like TikTok will likely have an additional effect, but the full impact won’t be visible for a while yet.

Your advertising copy must be brief if you want to engage users. Keep the text content to no longer than a few words, and make sure that every word adds something valuable. 

Focus on One or Two Benefits 

If you’ve never tried display advertising before, you might find it tempting to try and stuff as much information into your ad as possible. However, adopting this approach will confuse your target audience. 

Remember: your display ad is only an introduction for users. Focus on one or two key benefits conveyed through strategic use of words and powerful visuals and give interested users more information once they’ve clicked through. 

Reel Users in With Your Headline 

When you consume content online, you probably skim headlines—but how many articles, videos, or ads do you click on? Probably a small percentage. Users do the same with your ads, so your headline must reel them in. 

Ask yourself this question: Why should a customer buy from you instead of a competitor? Once you know that, you’ll have an easier time creating your headline. 

Avoid Vague or Metaphorical Words 

Since you don’t have much time to convince users that they should engage with your ad, this is not the time for symbolism. Don’t force viewers to struggle with a riddle—give them the straight goods using a clear and compelling message in simple language.

Use Positive Language and Avoid Negative Words 

When a sentence is a negative statement, the reader must perform an extra mental step to decipher it, so use simpler language to help your readers understand your message at a glance. A positive statement is more engaging—and more likely to be clicked on.

Additionally, a negative attitude can repel prospective customers, so adopt a light and entertaining tone when possible.

Create Scannable Copy

Display ads are not the place for lengthy descriptions—effective ones act like a hook to lure readers to your more detailed content. Make it clear what your offer is; it should be interesting and obvious at a glance. 

Use Powerful, Relevant Visuals 

Did you know that people remember 65% of what they see three days later, compared to 10% of what they hear? And according to Venngage, 52% of research participants said that visual content is “very important”: 

‍

You can include several kinds of visuals in your display ads, including still images and animated GIFs. Think about your audience's interests to ensure you choose visuals that appeal to them. 

Be Creative and Authentic

Users ignore boring ads, but ads that are too flashy are also best avoided. Strive to find a balance that's authentic to your brand. Use colors and messaging that are consistent with your branding. Be daring, but take calculated risks. Listen to feedback from others, as this will guide you in the right direction. 

Tailor Ads to the Platform 

Requirements will vary depending on where you place your ads. What works on Google might not work on Bing, and ads that have succeeded on LinkedIn might not be as effective on Twitter or Facebook. Before running campaigns, take the time to think about what interests users on the platform you're using to maximize your engagement rates.

Set Clear Goals Before Your Campaign 

Setting goals before you create ads is the most important thing you can do. A campaign without direction will look disjointed, so users won't know what to expect from your products and services—and they won't click through. Clear goals give you KPIs you can assess to be sure you’re on the right track.

Examples of goals you can set include generating leads, growing your audience, or earning a certain number of subscribers. Get clear on these, and everything will run more smoothly. 

Showcase your USP: Unique Selling Point

Making an impression is the most important goal of a display ad, so use the opportunity to become familiar to your audience. Define your USP—the attribute you most want to be known for—and express it in your ad using clear and impactful words. Consistency in your messaging will help make your ads more memorable.

Now you've got everything you need to create a successful display ad campaign

Running a successful display advertising campaign means considering many factors and adopting a strategic approach. Create ads that are clear, compelling, and scannable. A campaign with no defined goals is destined for failure, but experienced marketers have developed their eye through effort and testing—and using these 11 strategies, you can do the same. 

Also remember that display ads should be a piece of your overall omnichannel marketing strategy, and it’s important to see how they are performing in relation to your ads on other channels. 

Schedule a demo to learn more about how MarinOne’s cross-channel reporting and optimization platform can give you the insights you need to put your best foot forward on display ads together with search, social, and ecommerce to help you grow your business.

Creating profitable banner ads is a non-negotiable skill in the marketing world. Like understanding Twitter and knowing your way around Google Analytics, it's just something you need to know. But mastering banner ads is no walk in the park.

Here are eye-opening stats to consider:

• Click-through rates for banner ads are .1% 
• The 468 x 60 banner has a .04% click rate
• Up to 50% of clicks on mobile banner ads are accidental 

It’s hard to get banner ads right. When done well, not only are they an effective way to generate leads and sales—but they can also be used to increase brand awareness and drive website traffic.

We'll take a look at what banner ads are, why you need to use them—and how to make them profitable. Keep reading to learn more.

What is a banner ad?

A banner ad is a digital marketing placement that promotes a product, service, or brand using a rectangular image, GIF, or video. Banner ads are typically displayed on websites, social media platforms, and email newsletters. 

Banner ads come in a variety of different sizes, and each size has its own unique benefits and purpose. Here are the most common banner ad sizes:

• Medium Banner: 300 x 250. This is a popular size for rectangle ads on websites, social media platforms, and email newsletters.
• Leaderboard: 728 x 90. This is the largest banner size and is typically used at the top of a website. It can also be used as a rectangle ad on Facebook and Instagram.
• Wide Skyscraper: 160 x 600. This is a popular size for skyscraper ads that appear on the edges of websites.
• Full Banner: 468 x 60. This is the standard banner size that's used on most websites. It's also the smallest size that can be used for a 728 x 90 leaderboard ad.

How do banner ads work?

Banner ads typically work on a cost-per-click (CPC) or cost-per-mille (CPM) basis. This means that you'll pay every time someone clicks on your ad (CPC), or every time your ad is displayed 1000 times (CPM).

When creating a banner ad, you'll need to consider the following:

• Your goals: What do you want your banner ad to achieve?
• Your target audience: Who are you targeting with your banner ad?
• Your budget: How much are you willing to spend on your banner ad campaign?
• The size of your ad: Banner ads come in a variety of different sizes. Choose the size that's right for you.
• The placement of your ad: Where will your banner ad be displayed?
• Your call to action (CTA): What do you want people to do when they see your banner ad?

Once you've considered all of these factors, you'll be ready to create your banner ad.

Advanced tips for creating a profitable banner

Here are some tips to follow:

1. Keep it simple

When it comes to banner ads, less is more. You only have a split second to capture someone's attention, so don't try to cram too much information into your ad. 

Stick to one message and make sure it's clear. CTAs surrounded by negative space see an increase in conversion rate of 232% compared to those surrounded by clutter—so remember: give your buttons room to breathe! 

2. Use strong visuals

People are visual creatures, and that's especially true when it comes to banner ads. Use high-quality images and videos that are relevant to your product or service. And make sure your visuals are attention-grabbing and visually appealing.

Pixellated pics, busy backgrounds, and generic stock photos are all big no-nos if you want your banner ad to stand out and look trustworthy. To add an extra layer of visual interest, consider using a high-quality black background to make your design pop. This can help your images and text stand out and grab the attention of potential customers.

In addition to choosing a good quality image, make sure your banner ad carries the blueprint of your brand: your colors, fonts, and logo should all be present and correct. Consistency is key to building trust with your audience—if they see a banner ad that looks like it belongs to your company, they're much more likely to click on it.

3. Make it mobile-friendly

More than half of all web traffic is coming from mobile devices—so you can't afford to ignore this crucial step. 

Make sure your banner ad is designed with a mobile-first approach. This means creating an ad that looks good and is easy to navigate on a mobile device. Use a large, legible font and big, bold CTAs. And keep the overall design of your ad simple and uncluttered.

4. Test, test, test

The only way to know for sure whether your banner ad is effective is to test it. Try out different versions of your ad and see what works best. Test different images, copy, CTAs, and layouts. Keep track of your results and continue tweaking your ad until it's as effective as possible. There's no one-size-fits-all approach to testing. 

When it comes to testing your banner ad, there are a few things to keep in mind:

• Test different versions of your ad: It may surprise you which designs appeal to people more than others.
• Keep track of your results: You won’t know what’s working unless you watch your metrics.
• Optimize your ad regularly: It's important to continually optimize your banner ad so it remains effective. As your business and target audience change, so should your ad. 

5. Use the right format

The display network you choose should have all the info you need on which sites your ad will appear. Make sure you read it!

Banner ads perform best when they're:

• Close to the content
• Above the fold
• On the left-hand side

It's unlikely you'll have a say over where your ad appears on the page, but you can target specific types of websites that align well with your brand.

6. Use persuasive copy

Your banner ad copy should be short, sweet, and to the point. You only have a few seconds to get your message across, so make sure it's clear and concise. Use persuasive language that speaks to your target audience and drives them to take action.

Remember, banner ads are not the place for long-form copy. Stick to one or two sentences at most.

As a business leader, staying ahead of the curve is key to success. It can also be challenging trying to keep up with all the latest changes in marketing. 

To help you on your way, we've put together this comprehensive guide on display ads—complete with everything you need to know about this ever-evolving advertising format. Read on to learn more. 

What are display ads?

Display ads are a type of online advertising that use images, videos, or text to promote a product or service on websites and apps. These ads can appear in a variety of formats, including banner ads, interstitials, native ads, etc.

Display ads are an effective way to reach a wide audience with your marketing message. They can be used to raise awareness of your brand, drive traffic to your website, and generate leads and sales.

How do display ads work?

When a user visits a site with display advertising, a small piece of code called a pixel is placed on their browser. This pixel allows the ad server to identify the user and track their activity across different sites. Based on this data, the ad server will serve relevant ads to the user as they browse the web.

Display advertisers create a custom ad for a given site that includes relevant keywords about the site or offer. The ads are typically served by a third party based on the previous behavior of the user to increase relevance.

What are some examples of display ads?

Display ads can appear in many different forms including pop-up ads, side-banner ads, image ads, and more. You've definitely spotted them while clicking around (usually in the form of an ad for a site you've just visited that keeps following you around).

‍

Let's take a look at the most common types of display ads

Image ad: This is the most common type of display ad and usually includes a static image with some text.

Video ad: Video ads are becoming increasingly popular and can be used to grab attention and convey a message more effectively than an image alone.

Native ad: This type of ad is designed to blend in with the surrounding content on a website or app. It is often less intrusive than other types of display ads and can be more effective as a result. The CTA (call to action) associated with native ads are usually regarding some kind of longer content piece, such as “Read the article about X topic.”

Pop-up ad: Pop-up ads are those that appear in a new window or tab when you click on a website. They can be effective in getting your message across, but they're also a bit annoying for the user—so use them sparingly. Important: choose sites that deploy them in a user-friendly way, or you could end up irritating the user, appearing spammy as a brand, and losing a sale.

What are the benefits of display ads?

There are several reasons you might want to use display ads as part of your marketing strategy. Here are some of the most common benefits:

• They are eye-catching and familiarize your audience with your brand
• They allow for remarketing opportunities
• They make it possible to track and monitor the engagement and success of your campaign

What are the challenges of display ads?

Some things to keep in mind:

• They can be intrusive and annoying for users, and that’s not good for your brand
• They can be blocked by ad blockers
• It can be difficult to stand out from the competition

Despite these challenges, display advertising can be a powerful tool for reaching your target audience and achieving your marketing goals if deployed correctly. 

Important considerations to make before buying a campaign

Before you start your campaign, it’s important to first carefully research and weigh the pros and cons of the two main buying models.

CPM (cost per mille/thousand)

PROS:

• Can reach a large audience quickly
• Good for building brand awareness
• Ideal for targeting a specific demographic

CONS:

• Less effective for driving conversions
• Can be more expensive
• More difficult to track and measure results

Impression (CPC)

PROS:

• More effective for driving conversions
• Less expensive
• Easier to track and measure results

CONS:

• Takes longer to reach a large audience
• Not as good for building brand awareness
• Can be more difficult to target a specific demographic

If you’re looking to quickly reach a large audience and build brand awareness, CPM may be the better option. However, if you’re looking to drive conversions and sales, CPC may be a better choice.

When deciding which model to use for your campaign, don’t forget to consider your budget. CPM can be more expensive than CPC, so if you’re working with limited funds, you may want to consider using CPC.

Once you’ve decided which model to use, you can start planning your campaign. Take note of the following best practices:

• Create compelling ad copy that stands out from the competition
• Use attractive visuals that are relevant to your brand and product
• Target your ads to a specific audience
• Test different ad placements to see what works best
• Monitor your campaign closely and make changes as needed

How to measure the effectiveness of display ads

If you don't know how you're doing, you can't improve—which is why measuring your ads is non-negotiable.

‍

When measuring the success or failure of a display ad campaign, you'll need to track the appropriate metrics. Here are some of the key metrics to have on your radar, along with tips on how to measure each one:

Clicks: This metric measures how many times users have clicked on your ad. You can track clicks by using Google Analytics or another similar tool.

Click-through rate (CTR): This metric measures the percentage of people who see your ad and click on it. To calculate CTR, divide the number of clicks by the number of impressions. For instance, if your ad has been seen 1,000 times and clicked on 10 times, your CTR would be 1%.

Cost per click (CPC): This metric measures how much you're paying for each click on your ad. To calculate CPC, divide your total advertising spend by the number of clicks.

Conversions: This metric measures how many people who click on your ad go on to take the desired action, such as making a purchase or signing up for a newsletter. You can track conversions by setting up conversion tracking in Google Analytics or another similar tool.

Cost per conversion: This metric measures how much you're paying for each conversion. To calculate cost per conversion, divide your total advertising spend by the number of conversions.

Once you've decided which metrics to track, you'll need to set up a system for tracking them. The best way to do this is by using Google Analytics or an ad management and analysis tool like MarinOne. By setting up event tracking, you can track how many people see your ad, click on it, and take the desired action.

Tips for making the most of your ad dollars

When spending money on display ads, there are a few simple things you can do to ensure your ad dollars are being spent wisely. 

• Use your chosen platform’s insights section to help determine your optimal times for posting on the platform
• Carefully research the specific target market demographics before purchasing an ad campaign
• Run split tests to identify what works best for your brand or product
• Experiment with new avenues to figure out the best days, times, and even types of content for your ads
• Use MarinOne’s advanced analytics tools to optimize and easily manage your ads 

The best times for running an ad campaign on social media

There's been a lot of research into the best times to post on social media. As you can see, it varies by platform:

‍

The most important thing to do is test your efforts and figure out what works for you. And remember to keep testing. 

FAQs about display ads 

• What is the difference between an in-stream video ad and a banner ad? In-stream video ads are those that show up before, during, or after a video. Banner ads are static or animated images that usually appear in the sidebars or header/footer of a website.
• What's the difference between an impression and a click? An impression is when your ad is seen by a user. A click is when a user clicks on your ad.
• What's a good CTR for a display ad? There is no one-size-fits-all answer to this question, as it will vary depending on your specific goals and target audience. However, a CTR of 1% or higher is considered good.
• What's a good CPC for a display ad? Again, there is no one right answer to this question. However, a CPC of $0.50 or less is generally considered to be good.
• What is a pixel? A pixel is a small piece of code that allows you to track conversions, or specific actions people take on your website. Pixels can be used to track a variety of things, such as whether someone has added to a cart or initiated the checkout process.
• What is an ad set? An ad set is a group of ads that share the same targeting, budget, schedule, and bid type. Ad sets allow you to control how much you're willing to spend on a daily or lifetime basis, as well as who will see your ads.

Wrap-up

While it's always best to experiment with different strategies before making any major decisions, there are some criteria that your ads should meet to be considered successful. Meeting the criteria of your chosen social media platform, and using MarinOne’s ad management platform, is the best way to run a successful campaign. 

MarinOne is an all-in-one ad management platform that helps marketers create, manage, and measure their display ads. It's a powerful tool that provides insights into what's working and what's not, so you can make adjustments and improve your results.

Learn more about MarinOne’s automation tools today. Get in touch and speak to one of the team.

‍

Today's consumers are always connected and always on the go. Marketing is omnipresent and users are incredibly sensitive now to inauthentic marketing tactics. Companies wanting to make a lasting impression need to shift their focus to catering to increasingly savvy digital marketing audiences. Continually innovating and coming up with the most creative marketing ideas possible is the only way to attract and engage customers in a competitive marketplace. All of this is easier said than done. In this article, we have listed 5 of the best creative marketing ideas that you can implement in 2022.

Design Content Specifically for Smaller Social Platforms like TikTok, Pinterest, and Snapchat

There is a trend in the industry of designing content for smaller social platforms, such as TikTok, Snapchat, or Pinterest. Designers and marketers alike need to pay attention to the layout and functionality of these smaller platforms and design their content with them in mind. This way we can provide an optimal, user-friendly experience for a broad range of users. Users that could ultimately end up converting on the company website.

TikTok has taken social media by storm in 2021. It is now the most popular live-video app among 13 to 18-year-olds, which is a demographic few other platforms have had success reaching over recent years. Assets for tiktok design should be vertical videos that are short, snappy, and successfully hook the user within the first 5 seconds.

Pinterest and Snapchat also continue to be large driving forces in the social media platform metaverse. Pinterest design needs to contain lots of pictures for viewers to see what's being talked about in a very literal way with any given topic. As an example, you could write a piece titled "10 DIY projects with supplies from Walmart" and include pictures of all the supplies you used to make the project.

Similar to Instagram, Snapchat design is most powerful when driven heavily by influencer campaigns or user-generated content. Marketing on Snapchat is tricky because it’s different from other forms of social media, but with over 11 billion daily active users the effort to create dynamic content will be well worth it. MarinOne’s paid social optimization tool can help you make the most of all social content optimization, especially when combined with a thoughtful paid advertising plan.

Invest in Short Form Video, Long Form Rarely Works (Except on Youtube)

We all know that video is a powerful medium that can be used to convey a message in an entertaining way, but what is rapidly changing in the video marketing space is the length of time that users will give video content the opportunity to be entertaining. A company may choose to use video marketing for a product or service release, educational assets, or even as a search engine optimization technique. A solid short-form video marketing strategy is something that should be included in every marketer’s optimization toolkit and should be considered as one of the top digital marketing strategies for 2022 and beyond. 

In terms of video length, as marketers, we must “prove” that the content is indeed engaging within the first few seconds. And even more than that we must embrace short-formSnapchatTikTokhow-to editing from beginning to end--be prepared to make video content 15, 30, or 60 seconds in most cases. 2-3 minutes is acceptable in some cases, such as an explanatory video describing how a complex SaaS tool works, but be prepared to make every moment of those 3 minutes informative and visually interesting.

The only exception to this rule in the digital marketing space seems to be Youtube. With over 1.5 billion users and more than 400 hours of video uploaded every minute, YouTube has become one of the most popular and influential channels for marketers. Here is a quick guide when determining the ideal youtube video length for your content:

• Short-form videos: Like other platforms, these videos are typically under 2 minutes in length, have higher watch rates, and have a low production value.
• Mid-form videos: These are around 2 to 5 minutes long. They have a moderate production value but average watch rates. The majority of content on YouTube falls into this category--common topics include “how to” guides, quick tips, and tutorials.
• Long-form videos: These are usually over 5 minutes in length and often promote a product or other content. Videos of extended lengths can be complex training, highly entertaining content, or lists featuring many different topics such as “The World’s Best 20 Cheapest Travel Destinations for 2022.”

Make Social Listening a Central Component to Content Planning

Social listening is the process of monitoring social media networks to find topics, trends, and insights. It's a great way for brands to find out what people are talking about them, what they are interested in, what their responses are to the brand's posts, and more. To stay relevant, content creators need to increase their social listening skills. 

Social listening tools provide a central place for data related to conversations on social media networks. The key is to listen in on conversations, gather data, analyze it, and use insights gleaned from social listening to generate relevant content. While social listening used to be only available as an expensive service offered by consulting firms or expensive software systems, now many tools allow you to do this on your own. A few popular software systems in this space include Sprout Social, and Brandwatch.

Push the Envelope in Graphic Design, Especially for Paid Advertising

Graphic design is an important element in paid advertising - a well-designed ad draws the attention of the audience to what you are trying to sell, increases clicks, and incites action from the user. While the main objective of graphic design for any medium is to convey a message or an idea through images, symbols, words, and colors, advertising graphic design takes communication through these same visuals even further. It’s common to go through many stages to create an advertisement that is highly likely to convert and become part of an evergreen performance marketing campaign.

2022 is likely to see popular design trends such as 1990’s nostalgia, anti-design, and parametric patterns. To make sure the advertisement looks attractive, vector icons are a great choice. There are plenty of free and premium vector icons that can be easily tailored to match the company's branding.

To still be effective in the competitive world of digital marketing today, graphic designers face a colossal task. They not only need to create strong visuals for websites but also graphics for a myriad of other assets like social media posts, email campaigns, and blog cards...all while maintaining a congruent user experience from channel to channel. The first stage for a designer to achieve the best possible ad is basic research like gathering textual information about the product, its history, and its target audience. A/B testing is the best practice for comparing ad creatives, and MarinOne’s display ad testing solution makes it easier than ever before. With the use of this tool’s sophisticated AI, potential ad campaign examples can be produced in mere minutes.

Complete the Customer Lifecycle with Marketing Automation

Marketing is no longer a one-time, short-term investment. Companies need to maintain a constant stream of marketing efforts to nurture their customers and maximize the lifetime value of their business.

The customer lifecycle is the process of interacting with a customer to satisfy their needs. It starts when a potential customer's need is just an idea and ends when they become loyal customers for your company. Connect by MarinOne has powerful data visualization and integration to get the full picture of your loyal customers’ lifecycle.

Marketing automation helps you in every step of the customer lifecycle by automating processes and providing insights about your customers’ preferences. More and more businesses are executing campaigns at scale using pre-configured workflows without requiring excessive manual input from employees. Some benefits to using marketing automation software effectively include increased efficiency in lead generation, higher sales conversions due to improved data accuracy, improved customer satisfaction by providing personalized interactions, and greater sales opportunities from targeted marketing campaigns. 

What is consistent amongst all of these creative new marketing ideas is the need for authenticity within the content itself. Unique marketing strategies that include fascinating statistics, great storytelling, and beautiful design are paramount to stand out amongst all the noise. Thanks to MarinOne’s comprehensive suite of paid advertising optimization tools, staying at the forefront of innovation is now quicker, easier, and simpler.

As the online space becomes more competitive, brands are going to new and greater lengths to ensure they stand out ahead of the competition. One promotional route that many are choosing is display ads. 

When well-executed, display advertising is an excellent way to capture your audience’s attention. Display advertising allows you to effectively convey your product and messaging. The ads are designed to entice the reader to click through and learn more. 

However, some expertise is required—poorly implemented display ads can negatively impact your business. When they miss their mark, users might find them intrusive and irrelevant, and you could waste a lot of money. 

But what exactly is a display ad, and how do they work? What are some good examples of display advertising? Let’s find out. 

What Is a Display Ad? 

Display ads are a common form of online advertising. There are several kinds of display ads; you’re used to seeing them in emails, and they’re also common on websites and social media. 

Display ads can serve multiple purposes. Some businesses use them to build awareness of new research, for example, while others will utilize them to promote the company’s products and services. 

How Do Display Ads Work?

When you implement display advertising, you start by choosing the platform you want to promote yourself on, as well as the ad size and positioning. 

The pricing varies depending on what you pick. You can choose several pricing models for display ads, such as cost-per-mille (CPM) and pay-per-click (PPC). When you run an advertisement of this kind, you can choose how long you want the campaign to run and select other parameters—such as the audience segments you’d like to target. 

Examples of Excellent Display Ads, and Why They Work

To help you create an excellent display advertising campaign of your own, let’s look at these real-life examples. Below, you’ll find eight display ads that have worked in the past. We’ll discuss why they’ve enjoyed success. 

Spotify

Music streaming giant Spotify has become well known for its innovative and quirky advertising. The company has run several paid online campaigns, each featuring its instantly recognizable branding. 

This is a promotion for Spotify Premium. If you use the free version, you know all too well that the ads can be intrusive to the in-app experience; this ad works because it gets to the point. What they are directly and indirectly saying is, “You can wave goodbye to ads and try the full version of Spotify for 30 days, after which you probably won’t want to return to the free edition.” 

What makes this ad work? It addresses a pain point that customers using the free service all have, and offers an immediate, free (for a time) solution. The text is clear and not cluttered, and the green-means-go action button stands out. Single or two-tone color schemes with vibrant tones are also very effective statistically as they tend to pop out to the user on a desktop or mobile device.

MailChimp

MailChimp is one of the world’s most popular email marketing tools, and its marketing strategy is a key factor. 

Why does this particular ad campaign work? Well, there are several reasons. Rhyming is a powerful way to make your message stick, and each ad is equal parts funny and absurd—inviting connection through humor. Moreover, the colors are simple and appealing. 

Klarna

Klarna has taken the fintech world by storm, and its advertising campaigns challenge the assumption that the financial services industry is drab. 

This pay-later service originated in Stockholm, Sweden—where it still has its headquarters. And in the ad you see above, it has dug deep into its Scandinavian roots. Klarna isn’t actually Swedish for “smoother shopping”, so it’s added a bit of humor for users, as you can see with the two characters that pay homage aesthetically to playful Swedish stereotypes. 

The ad also works because the copy is simple—only four words in a unique font—and both the colors and textures suggest the smoothness they’re talking about. 

HP

HP is one of the largest tech companies in the world and is perhaps best known for its printers. How do you make printing seem a little more interesting? Create ads that are fun to view and read, of course. 

Anyone who has had to file their own taxes knows that tax season can often be stressful. HP’s ad works because it offers a promise—that its product will make your job more straightforward. 

The ad also works because the colors are simple and the printer is at the focal point of the image. 

Adobe 

Adobe is one of the world’s biggest software companies. Adobe’s solutions primarily focus on helping creatives achieve their goals. Photographers, designers, and podcasters use several tools (e.g.,  Lightroom, InDesign, and Audition). 

Any photographer will tell you that what they saw in real life often doesn’t look the same on camera. Editing software is useful for improving color quality and creating a unique style, as this ad shows. 

The ad is successful because it sums everything up in four words; you take the picture, before bringing it to life with one of Adobe’s editing tools. The company has also used complimenting colors, making the ad more eye-catching. 

Samsung

Samsung is a global manufacturer of various consumer items, including smartphones and tablets. It's one of the fiercest competitors to Apple. As such, the company needs to ensure that its advertising game is on point. 

Upon releasing the Galaxy S6 tablet, Samsung produced a campaign with a simple message: you can create work regardless of where you are. The ad appealed to people who might need to create quick prototypes for clients on the go, along with those either traveling or working remotely. 

In addition to the messaging, the ad also works because the colors are simple – and the tablet is the main focal point for the viewer. 

Huawei

Huawei is a smartphone manufacturer headquartered in China. For a recent Christmas campaign, the company put together the following ad campaign.

The ad encourages people to be present with their loved ones aside, but it’s clever because you can still see the main product that Huawei is trying to sell. Moreover, the candy cane adds to the Christmas theme – as do the shades of red. 

Huawei’s ad was also effective because it played on viewers’ emotions. Christmas is a time to create memories with people you care about, and the messaging reminds people about the importance of disconnecting from the virtual world now and then. 

Puma 

Puma is one of the world’s best-known sports clothing manufacturers. While it isn’t as big as Nike or Adidas, the company still has a huge presence and following – with several major partnerships. 

‍

Puma has created several memorable display ads in the past, but the ad above is one of the best. It uses the term “we’ve got sole” to describe the fact that puma shoes often have comfortable and sturdy soles, but also that its products have a sense of character. 

Unlike some of the other ads on this list, the Puma campaign features a wider variety of colors. However, they remain pleasing to the eye and work together without looking disjointed. 

4 Ways to Create Your Own Successful Display Ad Campaign

Now that you’ve seen a couple of display ads in action, we can discuss the top factors that will help your own campaigns stand out. 

Set a Clear Goal for Your Ads

Before you start creating copy, you must have a clear goal in mind for your display ad campaign. You can use display ads for several types of goals. Below are three to get your creative juices flowing: 

• Generate more leads 
• Increase email subscriptions 
• Offer a free trial for a premium version of your product 

Consider the action you wish readers to take, and select your words carefully to connect with your audience demographics.

Use Interesting Visuals 

Each display ad example in this article uses interesting visuals. The images are simple and tell the story with minimal complexity, making it easy for the viewer to understand what’s going on.

Color is a critical factor to convey mood and personality, so choose carefully. Warm colors like red, orange, and yellow generally convey a sense of energy and enthusiasm. Blues and purples more often connote poise, wisdom, and stability. Green, of course, makes people think of action and growth.  

Think About Your Fonts

Your text will be the first thing that most people look at when engaging with your display ads, and you should have fonts that appeal to them visually. 

Your fonts should match your branding; using something modern if you sell antiques probably won’t work. Be creative; we recommend trying at least two or three different kinds to see which ones bring more engagement.

Carefully Pick the Platform for Your Ads

Since you can create display ads on several platforms, place them wisely to get the highest return on your investment. Younger customers are often found on platforms like TikTok and Instagram, while more mature audiences can be found on Twitter and Facebook.  

How to Write Copy That Gets People Clicking on Your Ads

Once you’ve chosen your display ad campaign’s goals and visuals, you’ll need to consider the copy itself. Below are some pointers to help you out. 

Understand Your Audience

When you create ad copy, it’s crucial that you understand your audience. How they speak is especially important—tone and style matter. If you’re struggling to write copy that resonates with your audience, consider outsourcing this part to someone from the same demographic. 

Keep Your Copy Short

In each of our display ad examples, the copy is short and gets to the point. People won’t read lengthy ad texts online. Long paragraphs will turn them off. 

You might find it helpful to write a few versions and A/B test them to see which works best. 

Inject Some Humor 

People love laughing, and humor is one of the best ways to connect with your target audience. Don’t be afraid to go a little left-field with your visuals and copy. The payoff is huge if you get it right. Just ensure that it feels authentic and acknowledges a common experience they’ll recognize.

Solve the Audience’s Problem

What’s in it for them? At the heart of all advertising, you need to ensure that you communicate how you will solve your audience’s problem. The reader must want what you are selling, so be sure to communicate your solution clearly and immediately.

How MarinOne Can Help

Display advertising is an excellent way to reach your target audience, and you can have a bit of fun planning your campaigns. The fight for online attention is fierce, but the rewards are big if you successfully portray yourself in the best possible light. 

We hope you are inspired by some of the best display ads of 2022, and that our tips help you create the best ads possible. If you would like to improve your display advertising, MarinOne can help you identify opportunities and optimize your campaigns across Amazon DSP, Yahoo! DSP, and Criteo Marketing Solutions

‍Schedule a demo with one of our display advertising experts to find out how a display-driven strategy can innovate your marketing strategy.

This is the second post in our three part series where we’ll dive into TikTok advertising and how you can leverage the platform to get in front of new audiences with unique and engaging content.

TikTok ads are relatively new, and considering how unique the TikTok video format is, marketers looking to conquer this new landscape could use all the help they can get. According to data straight from TikTok HQ, these best practices are your ticket to high-performing ads that reach their full ROI potential. 

Universal best practices

1. Prioritize quality video

Analyzing top-performing ads showed TikTok exactly how important video quality is to performance. 83.2% of top-performing TikTok videos have a resolution of 720p or higher. And as a bonus, these videos get an average 5.4% lift in impressions. 

2. Use sound

Sound matters. It doesn't matter whether you’re talking to the camera, playing a music track, or doing a voiceover– but your video needs to have sound. TikTok is a sound-on environment. Adding audio results in significantly more impressions, which is why the vast majority (93%!) of top-performing TikToks use audio. 

3. Keep it short

TikTok is designed for short attention spans. Your ads need to accommodate this video format while still getting your message across. According to TikTok data, 1 in 4 top-performing videos is between 21 and 34 seconds long. Videos of this duration see a 1.6% lift in impressions. 

4. Go full-screen

The full-screen viewing format is part of what makes TikTok unique to other social media platforms. If you want to take advantage of TikTok’s popularity for your social ads, your videos should play to the platform’s strengths. 98% of top-performing TikTok videos play full screen, without any border or black space getting in the way. And videos that adhere to the recommended 9:16 ratio get 60.5% more impressions. 

5. Shoot vertically

The last thing you want is for your videos to snatch viewers out of the TikTok scrolling experience. Your content needs to feel natural on the platform, which is why shooting vertically is so important to TikTok ad success. Just think about it– if users have to turn their phones sideways to view your video, what’s keeping them from scrolling past it? Vertically formatted videos received 40.1% more impressions than those shot square or horizontally. 

Best practices for eCommerce

6. Vary your scenes

When it comes to product placement on TikTok, mixing up your angles and settings goes a long way. 99% of top-performing eCommerce videos vary the way they showcase their products in a single video. When compared to videos that don’t use b-roll or transition footage, videos with varied scenes got a 40.6% lift in impressions.

7. Caption your CTA

Captions are a vital element of all video content. They make your video accessible to your deaf and hard-of-hearing audience and give sound-off users the ability to consume your content without altering their phone settings. Captions become even more powerful when used for eCommerce ads on TikTok. Ads with captions that reinforce the CTA with on-screen text get 55.7% more impressions than ads without on-screen text. 

8. Emphasize an offer

Advertising a special offer like a seasonal deal or discount code? VIdeos that include footage of a person emphasizing an offer get 67.4% more impressions than those that don’t. 

Best practices for gaming

Here are TikTok’s best practices for advertising games:

• Spell out the CTA: Data shows that videos in the gaming category with a clear CTA on-screen experience 11.3% more impressions than those without.
• Show the game: The gaming community prefers to see features and gameplay in action. Over half of gaming category videos do this (and they experience 12.6% more impressions as a result).
• Include an end card: Summarizing download information, tips, and tricks at the end of the video got ads in the gaming category 47.3% more impressions.

Now that you know what it takes to create a winning TikTok ad, it’s time to put these best practices to work. TikTok’s editing tools simplify the process– they even have creative tools to help you repurpose content from other platforms into videos that mesh seamlessly with the platform’s top-performing ads. Once your videos are up and running, be sure to track and optimize their performance with Marin One. 

Ready to learn more about how MarinOne can expand your reach and drive growth on TikTok?

Click here for more info. 

This is the first post in our three part series where we’ll dive into TikTok advertising and how you can leverage the platform to get in front of new audiences with unique and engaging content.

TikTok is a marketing gold mine. This hub for starting conversations and sharing ideas lends itself strongly to virality, creating the perfect storm for boosting a company’s brand awareness and revenue. 

Getting your products in front of the right TikTok audience creates a domino effect. The more users engage with, share, and respond to your post using Duet and Stitch, the more favor you garner from the TikTok algorithm. The platform might even expand your reach by featuring your video on the For You Page (FYP). 

Brands just delving into the realm of trendy dances, weird challenges, and life hacks galore can use TikTok ads to find their audience (and jumpstart their success). Ready to get started? Here is everything you need to know about TikTok ad formats, explained. 

In-feed ads

In-Feed ads are your go-to ad format. They place your videos right on your target audiences’ FYP. This format embeds your video onto the FYP as an ad, making it look native. Users can interact with your ad the same way they do with any other TikTok by liking, commenting, sharing, and reusing the sound for their own content. 

In-feed ads are a good pick for quite a few campaign objectives. You can use the clickable CTA button to send users to the destination of your choice, whether that be a landing page, your app, or your TikTok profile. For the best results, make your videos around 9-15 seconds long. Make use of popular effects, filters, and sounds, and keep up with the trends to ensure your videos will resonate with TikTok’s user base. 

Top-view ads

Top-View ads are more attention-grabbing than In-Feed ads. Your target audience will see these ads at the very top of their FYP. The videos can last up to 60 seconds and have less competition than In-Feed ads. 

The Top-View ad format guarantees high reach and impressions, making it a solid strategy for building brand awareness. For the best results, prioritize creating an engaging video. This will help users remember your brand, even after they’ve scrolled past your ad. 

Brand takeover

The Brand Takeover ad format displays your video full-screen as soon as a user opens the app. While similar to the previous format, due to the lack of direct competition surrounding your video, users cannot engage with Brand Takeovers. The upside is that they can’t be skipped. The best Brand Takeovers are short videos or images that display for 5 seconds or less. 

Branded hashtag challenge

The Branded Hashtag Challenge format inspires users to create their own content using your hashtag. This format has three placements: In-Feed videos that inspire users to join in on the challenge, featured banners found on the “Discover Page” that drive users to the Hashtag Challenge placement, and lastly, the Hashtag Challenge itself. This last placement acts as a landing page for the challenge. It pulls all the challenge’s video submissions into one centralized hub, making it easy for users to connect and engage with other participants. 

This format combines traditional digital advertising with TikTok’s user-generated content focus to create the ultimate ads for driving engagement and boosting brand awareness. 

Branded effects

The Branded Effects placement allows brands to create their own effects for their audience to use when creating content. 

This format is special for two reasons. First, it allows users to engage with your brand on a deeper level by using your effects to create content of their own. This content will have a home on their profile, acting as a constant reminder of their relationship with your brand. 

Second, users all over the world who have no idea what your brand is all about will have access to your effect. If your effect becomes trendy, your reach will expand beyond your target audience. Users who might not need your products now will still be loosely aware of what you have to offer and, chances are, your brand will be the first they think of when the need does arise. 

Wrapping up

Like the platform itself, TikTok’s ad formats are unique. When used in tandem, they can create an all-powerful ad strategy that boosts brand awareness, sparks engagement, and drives sales. You can check out more examples of each of TikTok’s ad formats here. 

Brands using MarinOne are now able to add the unique value of advertising on TikTok to their digital campaigns. The MarinOne integration with TikTok means advertisers have better insights and improved performance of their TikTok campaigns.

Ready to learn more about how MarinOne can expand your reach and drive growth on TikTok?

Click here for more info.

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.

Expanding Audiences

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.

Auto-Placement

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.

Reducing Text in Images

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.

Creating Relevant Ads

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.

Include High Funnel Activity in Your Ad Mix

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.

Conclusion

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.

Why You Need a Funnel

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.

The Four Stages of a Funnel

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.

Creating a Funnel for Your Facebook Campaigns

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.

Ongoing Success with a Social Media Marketing Funnel

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!

From spend monitoring to ad ranking, keeping tabs on your campaign performance across your different marketing channels can be a lot of work. And because optimization is the key to a successful campaign, it’s good to stay in the know. However, most of us are not on our computers all the time, so we need an easy and efficient way to stay on top of it all, and be notified of any major changes immediately.

With Marin’s Automated Alerts, you can stay in the know with automatic monitoring and notifications for all your marketing campaigns. These alerts bring changes directly to your inbox, so that you can be notified as soon as they happen. This means timelier analysis and action, so that your campaigns can continue running smoothly even while you're away.

Check out these 5 alerts that you can set up in Marin to stay productive, optimize strategy, and make the most out of each advertising dollar.

1. Monitor CPA

This may feel pretty standard. But as a reminder, the cost of an acquisition or conversion is important to ensure not only that our ads are converting, but that they are doing so at a profitable rate. It is important to modify an alert like this one with an impressions count to be sure that an ad or campaign has reached enough users to properly determine an ideal CPA.

Example: Alert me if impressions are greater than 1000 and CPA is greater than X.

2. Getting Close to Spend Cap

This can help you monitor your budget pacing, and view the rate at which your campaigns spend. Take action before your cap is hit so that you make adjustments to achieve your performance goals.

Example: Alert me if total spend > $950 (where spend cap = $1000).

3. Impression Share is Dropping

If your strategy includes top or absolute top impression share, this alert is for you. By receiving a notification when an ad’s impression share drops below your target, you can take the appropriate action (improve ad ranking, evaluate keywords, expand budget) before falling too far behind.

Example: Alert me if the impression share drops by more than 10%

4. Check Keywords

If you’re testing out some new keywords for your campaigns, use this alert to monitor their performance and iterate when necessary. This alert is great for keyword strategy

Example: Alert me if CTR is less than 3% for selected keywords.

5. Ads Not Converting

Your ads may not be converting because of audience targeting, ad copy, or user-experience on your landing page, you want to be notified about ads that don’t lead consumers to the end goal of a purchase or sign-up. This helps you save money and optimize your campaign for success.

Example: Alert me if I’ve spent more than $1000 and conversion rate is less than 10%.

Once you’ve created these alerts, you can breathe a bit easier knowing that if something dramatically shifts in a campaign, you’ll be notified and can take action immediately. Automated alerts in Marin are customizable and can be set up in just a few minutes. Schedule time with an account representative today to learn more!

The travel and tourism sector is one of the world’s largest industries. The direct economic impact of the industry, including accommodation, transportation, entertainment and attractions, is approximated to be in the trillions of dollars.

Now more than ever, with the onslaught of COVID-19, marketers face a challenge like none before. As I put pen to paper in my new office - a small space in my downstairs hallway - I ask you to reflect on the potential opportunity the current landscape brings.

The Power of Data

The most powerful weapon a performance marketer has is their own data. Business Intelligence is the vaccine that can neutralize competitors, whilst achieving performance efficiencies and guiding accurate budget allocation across all marketing channels.

Airline advertisers should be looking inwards, to their data teams and analysts, leveraging route codes, profitability metrics, and flight details to automate the creation and optimization of search and social campaigns. Similarly, those marketing the supply of accommodation, should be leveraging internal catalogues, occupancy data, and room value to balance the supply / demand of bookings. Of course, this data offers little value in our current world, however, as we begin to see countries emerging from restrictions, and life returning to normal, using this data to power your performance channels will be pivotal.

The travel ecosystem is dictated by supply / demand. Marketers, all the more, need to integrate the supply/demand equilibrium to their performance programme to ensure efficiency and competitiveness.

Incorporate Customer Lifetime Value

As performance marketers, often our theoretical focus is on the acquisition of new customers. However, in reality, very few actually optimise and report on User Acquisition or LifeTime Value. Businesses understand that the value of a new customer extends far beyond the first transaction – and this is especially the case in the travel industry. Undoubtedly the most valuable customer is a loyal customer, and in most instances, the cost of acquiring a new customer will barely cover the initial investment associated with the purchase.

Travel brands are already well-aware that there are different types of buyer personas: business travelers, big spenders, bargain-hunters on a budget, global explorers, and casual family vacationers. To predict and optimize customer lifetime value, you’ll need a clear understanding of these personalities and how they interact with your site. From there, you can tweak your keywords, content, and value proposition--through relevant messaging and loyalty programs.

As marketers look to acquire more customers through the digital battlefield that is Google, Facebook, Apple Search etc. , we need to re-focus our attention not only to external references, but to the internal data we have available to us. This synergy—plus the insight and efficiency AdTech brings to advertising—wins more customers, revenue, and ROI.

Now Is The Time to Act

As travel advertisers facing the uncertainty of when tides will shift, I believe that now, more so than ever before, is the time to lean into all things data and technology. Advertisers and agency partners should be using these usual times, which in reality are a down-time for our teams, to double-down on technological and data powered integrations to ensure post-covid, travel advertisers are bouncing back better than before.

I implore those in travel to remain positive. As a collective, let’s reshape our perspective. just as a woodworker might carefully shave a piece of wood to reveal its inner grain, use this time to work on data-driven solutions that we often do not have the time to deploy.

It may be that you are solving for the above, ingesting profitability and supply demand into the optimisation and creation of campaigns, however I ask you to go deeper. Have you come up with a solution to track your conversions amidst Apple’s latest ITP update? Are you leveraging your Audience data to the best of your ability, and does it incorporate a consistent brand experience across all channels? Are you using first-party searches on your site to dictate expansion?

Marin as an AdTech partner is positioned to solve for all of this. If you would like to have a conversation around how you could better leverage your internal data, I and my wider team are available to speak with you. Please schedule a demo with one of our account representatives today.

Stay safe.

More than 500 million people use Instagram Stories every day. And, a third of the most-viewed Stories come from a business account. With stats like these, it’s clear the Stories platform provides a great space for brands to maximize reach, build brand loyalty, and generate new customers.

Advertising with Instagram Stories is also a great way to give your brand a voice and help humanize it by discussing relatable topics or current trends. Since Stories disappear after 24 hours, there’s a lot of opportunity to be experimental, spontaneous, and transparent.

As you plan your creative content, here are a few things to incorporate into your Instagram Stories marketing strategy.

1. Interactivity

Stories have many interactive features specific to the format that aren’t available for Feed Posts, and experimenting with these can really help differentiate you from the competition. These interactive elements bring people closer together by allowing them to directly participate in your shared expression or announcement—and they help encourage conversation both on and off the platform.

Remember, these sort of add-ons really entice users to watch longer. By gaining and keeping their attention, you become a brand that goes beyond focusing on just sales or conversions—instead, you can build an audience connection and create a community with an ongoing relationship.

Examples of interactive features include:

• Polls: Polls are great for engagement, and an awesome way to conduct market research and build your content strategy. A good example of this is showcasing your product catalog and boosting visibility of a product line. What do your users like? Which products are their favorites? From here, you can incorporate their answers into your paid media strategy and showcase similar products that your customers really want to see!
• Instagram Stories Stickers: Instagram Stories Stickers are an excellent way to draw viewers into fun conversations, and can help with making your content look less static or boring. Examples of these are location-based hashtag stickers, questions, or GIFs. Adding a location-based hashtag sticker to your brand’s Story helps your business get seen by people searching within your local area. Furthermore, it makes your brand’s story more visible to people in your area. Your Story may show up in the suggested Stories content of other local Instagrammers!
• Instagram Story Links: If you have a verified account or you’re running a business profile and have more than 10,000 followers, you can add a ‘swipe-up’ link to your Story. This gives you the opportunity to maximize reach to your website by driving traffic to the product page, and leverage Instagram Stories as a direct selling tool. When you link within your Story, it creates a much smoother customer experience by bringing people directly to the referenced site, rather than having to navigate to the bio before visiting the URL.

2. Instagram Story Highlights

Unlike regular Instagram Stories that vanish after 24 hours, Instagram Stories Highlights can live permanently on your profile (you can always delete or edit by tapping and holding your Story Highlight). Your highlights live front and center on your Instagram profile—meaning they’re essentially prime real estate, and perfect for helping new visitors who are discovering your brand to learn what your company is all about.

This can be a great opportunity to display your evergreen content, such as customer testimonials or reviews, as well as how-to tutorials and product displays. Displaying any event experiences or brand collaborations will also bring more transparency to your business and will make people feel like they were part of those milestones.

With that said, it’s also the perfect place to direct your community of followers to your most valuable and interesting content!

3. User-Generated Content

This is when you encourage your fans to post pictures or videos with your content and re-post them as part of your brand’s story. With user-generated content, you give your fans the opportunity to tell your narrative. As we’ve seen, this helps in making fans feel happy and honored to be part of your brand’s messaging. When people see content from actual customers, it increases your brand’s credibility, and anyone discovering your brand will view your content as more genuine and trustworthy. User-generated content helps your most loyal customers become your biggest brand advocates, effectively building communities around your products and services.

Instagram’s Biggest Benefit

We hope you’ll take full advantage of the features above to help improve your brand’s engagement and relationship with both followers and prospects! Instagram’s ability to bring people together is its biggest value-add, and something all brands should be leveraging.

Want to learn more about developing a successful marketing strategy with Instagram Stories? Watch our joint webinar with Facebook today.

This is a guest post from Johnathan Dane, Founder and CEO of KlientBoost.

Landing pages, especially eCommerce landing pages, have just one job — to get visitors to buy something.

But if eCommerce "best practices suck and are worthless," as GetUplift founder and conversion optimization expert Talia Wolf says, how do you make improvements that actually move the needle?

Well, as most marketers would agree, the strongest tactics and best “best practices” are always based on hard-earned data. So we’ve collected five eCommerce landing page tips and tactics that have created significant, measurable growth for eCommerce vendors.

In fact, the first example shows the importance of collecting measurable results in the first place…

Example 1: Testing & Optimization

Creating an eCommerce landing page without testing in place is like shooting a basketball with a blindfold on. You might get lucky and score once or twice, but you won’t improve if you can’t see what you’re doing.

Let’s take one common landing page bugaboo, page length, for example. Some conversion experts cite short landing pages as their favorite examples. Others will tell you to go long.

For example, SEO software provider Moz created a landing page variant that replaced their basic model with an entire buyer’s journey:

They say size doesn’t matter, but… - image source

In the end, the test results showed a 30% higher conversion rate for the longer page. So longer pages are better, right?

Well, in the second test, below, the shorter landing page variant increased conversions by 70.1%:

Wait, size really doesn’t matter? So confusing. - image source

There’s no one-size-fits-all solution for the length of your landing page—but there is a way to find out what your visitors want.

How, you ask? Test it.

Testing variations on your landing page is the only surefire way to find out what your particular audience needs to convert. The right page length — just like the right headline, the right call to action, and the right form fields — is easier to find when you can back up blue-sky ideas with real information.

Why It Works

In both instances above, the data provided measurable results (not educated guesses) that the designers could work from and improve upon.

Testing elements of your landing page and making changes based on those results will help you close gaps in your conversion funnel and bring in more qualified leads.

Here’s another example: one of our recent clients, a Southern California-based credit union, increased their landing page conversion rate by 174% and reduced cost per conversion by 81% — after just one round of testing.

The three different examples prove the same tactics’ value through-and-through: strategies are one thing, testing and providing actionable data is another. The strongest changes and strategies aren’t based on hunches, they are built on cold, hard, numbers.

Example 2: Breadcrumb Technique

The Breadcrumb Technique is a fancy term for multi-stage landing page forms.

With this tactic, you don’t ask for your visitor’s name, phone number, and email up front. Instead, you start with some qualifying questions to demonstrate that you and your visitor are a good fit for each other. This filter also helps reduce leads that weren’t going to convert anyway.

In this example, the Advanced Grass’s landing page form wasn’t converting well, despite the incentives and benefits listed throughout the page:

Advanced Grass’s original four-question form. - image source

Instead of reducing the number of form fields or changing the offer entirely, this landing page added an initial stage of questions before the contact information request:

Stage one of Advanced Grass’s new two-stage landing page form. - image source

Adding questions with preset responses before the contact form actually boosted Advanced Grass’s conversion rate by 214%.

Why It Works

Adding more questions might seem counterintuitive if you’re trying to reduce user friction, but the Breadcrumb Technique is effective for three simple reasons.

First, inciting engagement is much easier if your lead off with low-impact, non-threatening questions like those in the second image above. Compliance Psychology states that the smaller the initial ask, the more likely you are to receive a yes as your request grows in size and significance.

Once you have your “foot in the door,” high-impact questions like contact information becomes less threatening.

Second, user psychology. Getting visitors to answer your innocuous first-stage questions, especially questions that don’t require personal information, creates a commitment that they’ll naturally want to follow through to the end.

Third, if you have your tracking set up correctly, you can start to identify where in your conversion form users are giving up. Maybe your initial questions are perfect and users are starting to convert, but your offer is still too strong and users are “bouncing” between the penultimate and final stages of your form. This type of actionable data makes it easier to tweak your offer.

Either way, the Breadcrumb Technique primes your conversion forms for more engagement and more quality leads.

Example 3: Dynamic Keyword Insertion

Dynamic keyword insertion (DKI) allows you to customize your ad text without creating an overwhelming number of ad groups.

DKI is a useful tool for eCommerce systems with large inventories or products with different names but the same description. By inserting specific terms that match searches, your users will be more likely to convert.

In this example, AskNicely is promoting software that records and reports customer feedback through Net Promoter Scores (NPS), which can appear under a variety of searches. The primary term, “software,” appears in the original headline, but if a user looks specifically for “NPS software,” that phrase appears in place of the original word:

The keyword or phrase you searched for would determine which headline you’d see in the ad above. - image source

DKI can also help with reaching a local audience. If you’re trying to reach a specific geographic area with your marketing, the same feature that inserts the location name into your ad can add it to your landing page, like in the section below:

Will Northern Ontario have to keep shopping for carpet the hard way? - image source

Why It Works

Dynamic Keyword Insertion adds specificity to your eCommerce efforts that make your landing pages seem more personal, local, and attuned to your user’s needs.

An AYTM Market Research study found that, even online, American buyers largely prefer the personalized service and local benefits of purchasing from small businesses over large companies.

By adapting your copy to match the local and/or specialized keywords your audience is looking for, you’re more likely to engage and convert these visitors into qualified leads.

Example 4: Micro-Conversion Tracking

Micro-conversions are the steps a visitor must take to convert on your landing page.

While they don’t count as actual conversions, some trackable landing page micro-conversions include time on site, video views, partial form completion, cart abandonment and more.

When clothing subscription service Le Tote wanted to increase the scale of their online advertising, they realized they wouldn’t get far without tracking and improving upon the steps that led to a conversion.

It’s like Rent-a-Swag, but not ridiculous. - image source

By combining updated landing pages with micro-conversion tracking, Le Tote was able to increase conversions by more than 250% and reduce cost per conversion by more than 60%.

Why It Works

Think of each successful micro-conversion as a forward step on your “conversion bridge,” which users need to cross to complete your desired action.

Tracking micro-conversions can illuminate where users are getting hung up on your landing page, which will help you address those obstacles and make your landing page more effective.

Example 5: Live Chat

Adding a live chat box to your eCommerce landing page can also improve your qualified leads, conversion rates, and sales. By actively engaging your visitors, you can guide them through the sales funnel and respond to their concerns in real time.

Financial software provider Intuit added a live chat box on their product comparison page and saw sales increase by 211%:

Having a specialist on hand to answer questions is especially useful for large or complex online transactions. – image source

Intuit also tested a “Chat Now” prompt on their shopping cart page to offer assistance during the later stages of the buying cycle and reduce cart abandonment:

Note the message match: Because QuickBooks is in the shopping cart, it’s mentioned in the chat prompt. – image source

The live chat on this page led to a 43% increase in average order value and a 20% boost in conversion rate.

Why It Works

An eDigitalResearch customer service survey found that consumers preferred live chat for customer service over email, phone, and social media. Furthermore, 67% of the respondents that were already using live chat found it easy to use, and 73% said they were highly satisfied with their system.

Live chat boxes can help you reduce any friction your visitors may be experiencing while allowing them to chat anonymously, which is less pressure than phone, email or video chat. It also helps build confidence in your brand and puts your users at ease; they know that you’re an expert who is ready and waiting to help them in any way they may need.

Conclusion

Implementing these five tips and tactics into your own eCommerce landing pages can help you increase your conversion rate, leading to more qualified leads, sales, and improved customer value.

But keep in mind, just as the first tactic stressed, eCommerce campaigns are peculiar little beasts. Each will bring its own problems, pain points, and solutions. So make sure you take the time to customize your campaigns and testing to your audience to get the best results possible.

If you’ve been in online marketing for a while, you know the importance of having good creative for social advertising.

These days, social media advertising has become so advanced, that in order to get ahead of the competition, manual or automated bid optimization aren’t enough anymore. In fact, 55% of social media advertising optimization now comes from creative management, while the remaining 45% relies on bid and budget changes.[1]

But how can we get the most relevant creative to our audiences in the most efficient way possible?

The First Way: Dynamic Creative

As we know, online advertising is never one size fits all. Facebook gives us a powerful antidote: dynamic creative.

This feature allows you to upload a number of images, videos, and text assets and have the system automatically generate the ads for you. This ensures that the right creative combination reaches the right people, and that they’ll see what’s most relevant to them. From there, they’ll be more likely to take an action.

The Second Way: A Cross-Channel Strategy

Dynamic creative is great because it saves advertisers time and can provide efficiency. But in order to step it up a notch, a cross-channel strategy is key.

In MarinOne, we use search intent strategies to ensure that we take people’s actual intent when they’re searching for something, and customize the creative response on Facebook. For example, someone might be looking for quality underwear, and as a result, you can retarget them with an ad on Facebook that shows a high-quality image and copy that stresses the excellence of the clothes. This ensures that the creative resonates with them.

A Launch Point for Social Advertising Success

These are just two, quick-win tactics you can use to make sure your advertising campaigns benefit from the best creative, and that your audience information is powered by an automated, cross-channel approach.

Read about how Le Slip Français used these techniques to boost ROI and conversions. Then, to learn more about how Marin can help you implement a successful social advertising strategy, get in touch today.



[1] Facebook Marketing Partners Convention, Dublin, June 2018.

Although it’s a great feeling when social ad campaigns are on auto-pilot, functioning automatically, and blasting out to all the audiences we’ve carefully selected, it could happen—we start seeing stunted reach, fewer clicks, and sluggish conversion rates. At these moments, it’s time to roll up our sleeves and investigate the most common culprits for dips in social performance, and make adjustments to address the problems.

Here are a few simple things to examine to ensure your social ad campaigns are performing at their best.

Frequency

What is it and why does it matter?

Frequency is the average number of times people see your ad. A higher frequency can leave a greater impact on the user, since they’ll be more likely to remember your brand and take action. As a starting point, we recommend planning campaigns for a frequency of 5-8, but with every campaign and creative being different, this can fluctuate depending on a few different variables:

• Campaign length
• Daily active users
• Optimization event
• Page connections
• Previous brand exposure
• The longevity of the decision-making process

What does it mean?

A greater frequency—often combined with a decrease in click-through rate (CTR)—simply means that your ads are reaching the same audience continuously. In turn, a decreased CTR indicates that users are no longer paying attention to your ads or the audience pool is left with users who aren’t interested in your brand or product offering. Either way, the audience isn’t clicking your ads anymore.

How do you improve it?

If ad frequency has reached higher than your usual average, the best solution is to explore new audiences that represent potential new revenue. Try lifetime value audiences, campaign lookalike audiences (available through Marin via API), or Marin’s search intent retargeting and prospecting audiences.

In addition, new creatives can always provide a performance uplift, as they can appeal to audiences that initially didn’t respond to your ads. Consider changing:

• Theme of the creative
• Creative format (e.g., video or carousel)
• Call to action
• Color palette
• Offers and text

CTR

What is it and why does it matter?

CTR indicates the percentage of clicks that result from the total number of impressions. The higher the CTR, the more people click your ad, and the higher the website traffic that could result in conversions.

What does it mean?

There are four potential reasons for a decrease in CTR.

1. For audiences that have performed in the past or are very relevant—e.g., 1% lookalike or retargeting audiences—the creative might be the offender. Alternatively, you’d need to check the frequencies of the previously best-performing audiences to avoid audience saturation.
2. If you’re experimenting with broad audiences such as keyword targeting, it could be that this particular audience is just less engaged with your brand and your investment could have a better return somewhere else.
3. If your high CTR plummets, it could be that your ads are suffering from creative fatigue, meaning your audience has seen your creative for a while already and is simply tired of it. Make sure you’re following creative best practices.
4. Lastly, if you’re targeting large audiences, the campaign may have not had enough time or budget spend for Facebook to identify the users who are most likely to convert.

How do you improve it?

Having identified the reason behind the decrease in CTR from the suggestions above, you could try a new approach or a combination of tactics:

1. Test new creatives using one of the suggestions in the Frequency section.
2. Make your audience more specific by overlaying your keyword targeting with a lookalike audience or reducing the percentage size.
3. Don’t pause your campaigns too early, as Facebook’s algorithm requires at least 50 conversions per ad set to get through the learning phase. As the name suggests, during the learning phase the algorithm is learning about your audience and their behaviors and may not produce optimal results. However, having gone through the initial learning phase, Facebook has enough data to deliver your ads to the right audience and therefore produce the results you’re after.

CVR

What is it and why does it matter?

Conversion rate (CVR) indicates the conversions (purchases, sign-ups, etc.) resulting from link clicks. It’s one of the most important metrics, as it indicates the quality of the click audience and the relevance of your ad.

What does it mean?

A sudden, significant drop in CVR can indicate a tracking issue such as:

• Broken tracking links
• Missing pixels on your website
• Missing pixels in ad setup

Alternatively, it can be a sign of a technical error on your website such as broken webpages or errors with processing purchase requests.

Other reasons behind a low CVR can be a misleading call to action or irrelevant landing page. It can also indicate the state of the market and competition, which is why we always recommend keeping an eye on competitors’ activity and Facebook offers.

How do you improve it?

If you’ve seen a sudden unexpected drop in conversion rate we recommend reviewing your website, since often it’s related to this.

Double-check your tracking links and ensure that active pixels are on the website and attached to your ads. Install Facebook’s Pixel Helper plugin, and verify whether the pixel fires on each relevant page such as add to cart, register, and purchase.

Additionally, try optimizing the user experience by shortening the conversion journey and providing appealing offers.

When your day-to-day is all about getting those numbers under targets, it’s easy to get mired in ongoing improvements and ignore quick wins. Your creative can be one such victory. Tweak your creative strategy in just the right way and follow a few Facebook ads best practices, and watch what happens to your monthly metrics.

1. Establish the Messaging

First off, determine the message. You know your brand and product better than anyone, but how do you effectively communicate these to a purchasing public?

A great first step is to clearly define your brand and product. Who are you? What does your product do? Why should people care? Communicate the importance of your brand through tone of voice and profile targeting, and apply this to your creatives. How does the image reflect brand and product values?

If you need inspiration, look to the industry. Your competitors are doing similar things, so take a peek at their ads. (You should be doing this anyway for competitive intelligence.)

Always remember to tell a story, make it interactive, and experiment.

2. Get the Specs Right

Next, make sure the images are the right format for your objective and ad type. It may sound like a no-brainer that you should avoid any image being squeezed or distorted, but make sure you’ve done your homework.

To this end, be sure to reference Facebook’s ad guide any time you’re communicating an image request to design team. This will go far in saving time before ad creation, and you avoid resizing an image or hounding your designers about format changes.

So, you have the right size and format for your ads. Now, how do you capture the attention of the more than one billion people visiting Facebook every day?

3. Hone Your Ad Creative and Copy

Consider this a checklist you can use to implement the above four-pronged strategy.

Think Brand

Identify your brand’s unique point of view. Use brand colors, relevant icons, and your logo to engage your audience. For ad copy, use your brand’s unique tone of voice, keeping things clear and concise.

Tell a Story

Introduce a character, preferably someone representing your customer. Feature the character in all imagery to build a story over time. Show that she’s enjoying the experience, so that others will, too. Create a storyline—a visual treatment that persists through all of the ad campaign’s content.

Align the ad copy with this story. You may want to include perks and comments on the user experience, or examples of customer wins.

Make it Interactive

Use cinemagraphs and different visual formats. Ask questions—create a dialogue with targeted audience. You can also include games, apps, and contests, inviting people to join your community and interact with your brand.

via GIPHY

Experiment

Some funky things you may want to try (remember to keep it simple):

• Patterns
• The character in different poses and formats, or in a poster
• Unique colors and lighting schemes
• A different perspective (high angle, low angle, etc.)

4. Experiment with Ad Types and Formats

Facebook has plenty of ad types you can use to drive attention and help you accomplish your goals. Here are further ideas for video and carousel formats.

Video Ads

Video ads are a great way to jumpstart your branding activity and boost your direct response campaigns.























TipHow to Nail ItConsider the Mobile Feed

• Design for a sound-off experience
• Start with something captivating
• Feature your brand in the first 4 seconds

Go deeper into the silence
(sound-off)

• Tell the story visually
• Use text and graphics
• Use captions (see Facebook’s caption tool)

Frame it

• Explore different thumbnail images
• Highlight key elements of the video

Experiment

• Make it quick and snappy
• Short as it can be, long as it needs to be
• Test, measure, and learn

Carousel Ads

Carousel ads allow you to show multiple images and links. You can use this ad type to drive demand and move leads down the funnel.



















TipHow to Nail ItFeature different productsUse one image on each cardTell a storyDepict a process

Show a workflow in a series of stepsUse a panoramic imageUse one image, split into a few cards

Everything a Channel Has to Offer

Remember, Facebook is a channel that ultimately combats boredom. By personalizing every impression, you bring your brand, its story, and the interactive user experience fun. And, when you experiment and frequently try new things, you make it memorable.



[1] Note: about 95% of Facebook users view videos with no sound.

Episode 2: Targeting and Bidding

This is a three-part series that explores all the things social marketers should do when setting up their social ad campaigns. In our second post, we look at best practices to target effectively and bid for the greatest ROI. For the first three tips see our previous article on account structure and creative.

One of the main goals of the social marketer is to consistently target wider and more precise audience segments, while making smart bids based on a solid bidding model. Follow these best practices to ensure your social advertising campaigns are fine-tuned for the highest performance possible.

4. Target Wisely

When it comes right down to it, Facebook is mass media, and its algorithm performs better with large audiences. A best practice is to keep the target size above 100,000, especially for your prospecting campaigns. A few other rules of thumb:

• Always keep an eye on your reach.
• Avoid campaign overlap—competing against yourself will lower your relevance score and obstruct spend. Use the detailed targeting feature to refine your audience.
• Make use of email-based targeting and Website Custom Audiences.
• Use lookalike audiences, the Facebook conversion pixel, and
  Fan Page.

You may also want to use split targeting, depending on:

• How recently users have shown intent using the inclusion and exclusion feature
• The level of intent (beginning of the sales funnel vs. the end)
• User behavior
• The purchase value

Marin Tip
Thanks to Marin's Lookalike feature, you can create high-intent lookalike audiences based on conversions from your best performing campaigns or ad sets.

5. Choose the Appropriate Conversion Window

The conversion window tells Facebook how far back in time to look at conversion data, so that it can optimize appropriately and find the right people to deliver your ad to.

You can use the conversion window for Website Conversions, App Installs, and App Events objectives. You can break them into 1-day, 7-day, and 28-day post-click windows.

In order for Facebook’s algorithm to have enough conversion data to learn from, set up your conversion window to get at least 15-25 conversions per ad set and per week. If you use the longest conversion window but don't get enough conversions, change the promoted object to a step higher in the conversion funnel (for example, add-to-cart rather than purchase).

6. Let the Audience Size Determine Bid Type

When the target size is above 100,000, bid oCPM. This’ll allow the algorithm to look for the users more likely to convert. Optimize for clicks and pay for impressions when your audience is between 80,000 and 100,000. For target sizes below 80,000, use the CPC bidding type.

On small and highly qualified audiences—for example, Website Custom Audiences of lower-funnel stages—you can even bid CPM (optimize and pay for impressions), since your aim here is to make sure that everyone in your audience sees your ads.

Marin Tip
Bid as granular as possible at the ad level in order to push the best performing ads within an ad set. Change bids across ad sets and campaigns in two clicks by clicking the Selected or All buttons.

Episode 1: Account Structure and Creative

This is a three-part series that explores all the things social marketers should do when setting up their ad campaigns. In this post, we focus on making sure your account structure is solid and how to get the most from your creative.

Setting up a social advertising campaign can be a bit daunting. With so many things to consider in reaching your goals, strategy and tactics become crucial.

We’ve developed nine best practices—presented over a series of three articles—to ensure you have a strong foundation for social advertising success. If you’re a Marin customer, we’ve added Marin Tips tailored just for you.

1. Keep a Consistent Account Structure

A/B testing is important, because it helps you understand why some variables trigger user reactions and others don’t. From there, you can take action accordingly.

Consider each campaign as a test, where you refine based on lessons learned from each test. We recommend including the following in your A/B test:

• Up to six ad sets per campaign, testing placements, targeting, or demographic. The algorithm will optimize ad sets against each other. So, to make it a fair fight, make sure all ad sets have similar target sizes and intent.
• Between two and six ads per ad set, each one testing a different element of the creative (image, landing page, call to action). The algorithm will find and push the best performing creatives. Be sure to pause the non-performing ads so the others have more budget.

Marin Tip
The Split button allows you to A/B test audiences in a single click.

2. Use Creatives That Resonate with Your Audience

Above all else—be different. Every business has its own identity, so use yours to find your tonality and compose smart ad copy. Here are a few more tips to stand out, get noticed, and stay current.

• Use storytelling to make your ad attract eyes and your brand memorable.
• Stay consistent across channels so customers recognize your brand.
• No matter how good your creatives are, ad blindness and ad fatigue will happen. Keep refreshing images on a regular basis (two weeks on average).
• Make the most of all Facebook ad types to engage with your audience in different ways and maximize conversions: Lead ads, Dynamic Ads, Carousel, Video, Slideshow, Canvas, and 360 photos and videos.

Marin Tip
For brand awareness, use Marin’s Reach & Frequency sequencing feature to control the order in which your ads are delivered—this is great for storytelling! Follow this link for more tips.

3. Use Videos

We all know video’s hot and only getting hotter. Make sure you’re creating killer videos and keeping people entertained, educated, and informed. In addition:

• Keep it short. Facebook best practice is to keep video length between 15 and 30 seconds.
• Make sure the thumbnail is attractive to your audience and relevant to your story. Change it regularly to fight ad fatigue.
• Tell a story. As mentioned, storytelling is a great way to keep people watching all the way to the end of your video.
• 50% of Facebook users watch videos without the sound. So, mention your brand and insert text within the first five seconds.
• Turn on video re-engagement to people who watched your video. Retarget them with a link ad or carousel ad and a strong CTA.
• Don’t have enough budget to develop a video? Slideshow is a great alternative.

Marin Tip
Use Carousel Ads, mixing videos and images and adding different CTAs.

Facebook Dynamic Product Ads, if we must say so, are pretty badass. In the not-so-distant future, dynamic product ads are the way all digital advertising on social and display will be delivered, regardless of industry or vertical.

Dynamic Ads for Travel (DAT) allows advertisers in the travel industry to automatically deliver personalized ads based on the interest people have shown on their travel site or app. Part of the Marin Social platform, DAT lets you seamlessly create dynamic audience and product sets across each phase of the buyer journey—from retargeting to cross-sell and up-sell.

Meliá Hotels International used DAT to lower its CPA and increase ROI by 6.7 times.

Watch the video to learn how DAT can help you target the right travel audiences, deliver thousands of relevant ads in seconds, and increase your conversions.

This is a guest post from Suzie Kronberger, VP of Marketing and Revenue Operations at Boost Media.

By the end of this year, digital will overtake TV ad spending in the U.S. for the first time—digital ad spend will reach $72B and TV will grow to $71B. Strategies that worked one year aren’t guaranteed to yield the same results the next, which means marketers must be on the lookout for change and innovation.

So, how far did we come in 2016, and what does 2017 have in store for digital marketers?

2016: Here’s What We Learned

Video is the future of advertising: Mark Zuckerberg said it during the spring ‘16 Facebook earnings call. We’re seeing it in the data. Customers are ordering loads of video ad creative.

Vertical video is much more engaging than 16:9 landscape videos: Snapchat’s insight that watching landscape videos on our phones is awkward was a game-changer. They have 10-12B vertical video views per day. Facebook has vertical video ads now. Watch for this format to proliferate.

• Insider tip: Don’t shove your 16:9 into a vertical video! There’s a reason portrait mode is called that—your footage needs to focus on people/characters large, front, and center. Best to cut unnecessary scenery.

Mobile is where it’s at, but remember: 60% of Americans watched traditional TV programming on their mobile devices. If you’re in a vertical where there are certain aspects of the funnel where mobile isn’t the preferred device, then target accordingly. For U.S. retail, many purchases are still completed on desktop. Add-to-cart is significantly lower on smartphone (6.2%) compared to desktop (10.4%).

2017: Predictions

Major innovation in ad formats: 50% of clicks on mobile ads are accidental. With delivery platforms innovating rapidly, so will ad formats. Expect there to be new mobile ad formats that will help you drive much stronger engagement than you’ve achieved in the past.

Ad formats that provide user value: Ads that are highly engaging offer users something of value. Value can come in literal forms like offers and promos, but also in the form of humor or entertainment. An ad that people thoroughly enjoy can create deeper connections between the brand and the user.

Be ready to take creative to the next level: With the innovation in ad formats, there’ll be more opportunity to tell stories in compelling, interactive ways that you never could do before. Think big on the possibilities here, and get the help you need on developing new, cutting-edge concepts, mediums, and designs.

Creative makes a difference in capturing and maintaining user and consumer attention. But high-quality, cutting-edge creative doesn’t have to be expensive. Prioritize creative in next year’s budget so you’re prepared to take advantage of opportunities quickly.

Happy holidays and here’s to a successful 2017!

Lead generation ads have many benefits, and are a great way of connecting with the people most likely to want your products. Looking to get even more qualified leads? Then lead gen ads are for you. Here a few things to keep in mind to get the best results and yes, “win big.”

Best Practices

A good way to maximize the effectiveness of your lead gen ads is to drive users to helpful content, such as....

A blog article. In the lead gen ad, provide a teaser to the content. Then, redirect the user to the actual article to continue reading and dive into the details.

A PDF: Have a piece of content you know your audience will love? Give them this gift by way of a lead gen ad. For example, if you run an online casino, provide them with a PDF guide on online gambling that includes useful advice to make them more confident in using your site.

A specific offer: Your existing clients might just love something tailored specifically to them. Think retention. Are you an
e-commerce site with promo codes for customers? A lead gen ad could be the solution, as it has the sense of ‘unfolding’ something that’s just for the individual consumer.

Continued Flow from Ad to Website

It may take you some time to put continued flow into action on your website, but once you do this—and once you’re whitelisted by Facebook—then users will be able to simply fill in their details into the lead gen ad on Facebook and won’t need to complete them again when they’re redirected to your site. This greatly improves the user experience.

Some of the details, such as the user’s name, are pre-populated in the lead gen form. After the user fills in the form, they’ll be redirected to your website, where not only will their name already be filled in, but any other required fields will also be pre-filled to avoid any redundancies between Facebook and website forms.

This all works seamlessly because of Facebook’s Continued Flow. Note that you’ll need to implement the Continued Flow API to make sure the flow works, and to ensure a smooth user experience with no need for the user to repeat actions. (It’s kind of like being transferred during a phone call and not having to explain things all over again.)

Mobile Versus Desktop

Like most online channels these days, mobile’s winning. Lead gen ads are no exception, and mobile placement tends to have better delivery and results.

For desktop ads, be sure to keep in mind that most browsers have pop-up blockers, so desktop users may not be redirected to your website. In this case, there goes your lead. And, due to security upgrades in modern browsers on desktop, it’s hard to bypass these blockers.

Since Facebook must currently live with these blockers, Continued Flow won’t work on desktop. For best results for your lead gen ads, focus on mobile.

Retargeting Campaigns

Make sure you’re taking the fullest advantage of your engaged lead ad audiences. Depending on traffic and results, run a retargeting campaign simultaneously.

Note that when you’re analyzing performance, look at blended CPAs to understand the real costs of your campaign.

Supporting Lead Ads

There are several complementary efforts you can launch to amplify the effectiveness of your lead gen ads.

Link the lead form data directly to your CRM system. Facebook integrates with several great providers, giving you the ability to send user data directly to your CRM system. From there, you can support your lead gen initiative with email or SMS campaigns. And, even if you decide not to launch a side campaign, you can still more easily download your new leads with a CRM integration.

Use email marketing. It’s a common practice for gambling companies to decrease their CPA by running email marketing campaigns to retarget users gained on Facebook. Why is this? These companies have a particular user funnel that involves a couple of conversions until they achieve the result of ‘getting the player’.

Other markets can greatly benefit from this, too. Consider running email marketing campaigns to support your lead gen ad efforts. Again, look at blended CPAs and the particular value this would have for you.

Take the Lead

All in all, there are plenty of opportunities to implement lead gen ads for your business and make your campaigns more successful. To find out how Marin can help you put lead gen ads into action, contact us today.

Shopping doesn’t end after the holidays—according to a National Retail Federation survey, 65% of shoppers plan to keep shopping after Christmas. Use this time of year to convert them to loyal customers with new demand generation and cross-sell opportunities.

Demand Generation and Cross-Sell

Don’t let your holiday campaigns go to waste—keep aiming for more purchases. Post-holidays is a great time to re-engage to drive demand.

• Audience: Identify recent purchasers to showcase new collections to them. You can achieve this by using Website Custom Audiences (or Tailored Audiences on Twitter) with an appropriate retention window.
• Ad formats: Use Dynamic Ads to automatically cross-sell complementary products or upsell higher value products from your catalog.
• Creative: Focus on creative that defines your brand beyond the holidays to avoid ad fatigue and expand into the New Year. Your brand message should seamlessly transition from the holidays to the post-holiday period to maintain interest and create new opportunities, such as additional gear and add-ons for holiday presents (video games, DSLR bag, etc.), post-holiday flash promotions, etc.
• Optimization: Optimize for product sales or conversions to maximize the delivery of your ad campaigns to people likely to convert, once again making sure that your pixel is capturing enough conversions per week.

For more tips on winning the holiday shopping game, download our Social Advertiser’s Holiday Guide.

Dynamic Ads enable you to automatically promote your entire catalog across devices. With Dynamic Ads, you have full control over the products you advertise, ensuring you’re reaching audiences who’ve expressed high intent to purchase with the most relevant products. Advanced tactics are also available—cross-sell, upsell, and even prospecting.

• Audience: Segment audiences based on past browsing behavior. For example, you can create audiences of people who viewed or added products to their cart but didn’t purchase, then retarget them with the same products to increase their purchase intent.
• Targeting: Upload your product catalog to Facebook and make sure it’s regularly updated. Build product sets by category, best sellers, or high-margin products.
• Ad formats: It’s best practice to use Carousel Ads rather than static image link ads.
• Creative: Test different variations with macros such as price, brand, and description in your ad text and Carousel titles.
• Optimization: Always bid your maximum value for one-day post-click conversions, and make sure bid values match with audience behavior. For instance, “add to cart” is a higher intent than a simple “product view” and may justify a higher bid. Make sure your audience pools are broad enough to get sufficient delivery.

For more tips to make the most of your holiday ad campaigns across social media, download our Social Advertiser’s Holiday Guide.

This is a guest post from Sarah Burns, Content Manager
at Boost Media.

Vertical video has become ubiquitous in the world of apps and social media, and the shift to vertical is changing the consumer experience. Vertical videos take up more space on the screen then horizontal, and smartphone users don’t have to rotate their phones first to watch. This creates a fully immersive and powerful experience every time a video is played.

Here are three creative tips to consider while adopting your vertical video strategy.

1. Rethink concepts

Find new techniques to film scenes and subjects that are optimized for vertical orientation. For example, close-ups of people, landscapes, and buildings work well vertically. Concentrate on one object to make the most impact visually. Consider how you might fill the space that appears if you tilt the camera up or down. Remember that creative should match the platform, the environment, and the context in which it’s being viewed, and be mobile-first.

2. Experiment with text overlays

Text overlays help tell a story quicker, which is important with video moving to shorter and shorter pieces. Consider using text for subtitles, which come in handy when translating videos to a foreign language, for example.

3. Revisit metrics

Due to the large size of vertical ads and the fully immersive video experience, vertical video ads are a great way to build awareness and drive increased site traffic. It’s not so much about completion of an ad as much as engagement time after the video. Test a variety of metrics to determine what works best for your organization.

About the Author

Sarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.

SEM has long been considered bottom-funnel advertising, but Facebook's new and improved direct-response features mean you can turn the platform into a revenue machine over the coming weeks. Here are five essential direct response (DR) features available on Facebook—and how to use them to your advantage.

Carousel Ads

With Q4 bringing a high saturation of ad demand—especially ecommerce and retail for the holiday season—carousel ads are a great way to stand out. With these ads, you have the ability to tell a story about your brand or product. You can also showcase the different benefits of a signature product, or a range of products or product lines. More real estate means more opportunity to grab attention and gain potential new customers.

Lead Gen Ads

If your focus is on lead gen, you should be using lead gen ads. The benefit here is that the user doesn’t need to leave Facebook to fill out your form. There are tons of fields to choose from—Facebook will try to fill them in automatically based on information from the user’s Facebook profile (which makes it a lot easier for someone to complete the form). You also have the option of putting up to three custom questions on the form that are specific to your company.

Wondering what creative works well? You can use carousel ads with this campaign objective to help tell your company’s story, list different benefits or services, etc. (Yes, we’re fond of carousel ads.)

If you’re worried about spending a ton during a highly competitive season (remember, with Facebook ads, you’re competing for space, not keywords), we recommend establishing a test budget to figure out which messaging works, then open the budget spigot in Q1.

App Install Ads

If your focus is on app installs, Facebook now has a great new type of bidding to use for app install ads. You can now bid on in-app events such as a registration or purchase. Your cost per install may rise with this, but you’ll be targeting people who are more likely to complete the in-app event that’s most important to you.

Lookalike Audiences

Trying to figure out who to target this season? Lookalike audiences should definitely be in the plan. With lookalike audiences, you can target from a 1% lookalike all the way to a 10% lookalike. A 1% lookalike will be the percentage most closely like your original seed audience, but once you find a seed audience that works, you can expand the percentage in order to scale more. Fee seed lists we see work well on Facebook are:

• Top LTV users
• Converters from Facebook
• Most recent converters

To go even deeper into lookalike audiences, make sure you caught Marin’s detailed article.

Pixel Implementation

Last but not least, make sure you’re confident in your pixel implementation! Once the pixel is placed, make sure you go through the user flow on your site a few times and test the pixel. You can use the Facebook Pixel Helper Tool extension on Google Chrome. With this tool, you’re able to see if the right event is firing on the page you want it to. Since you’re likely bidding oCPM for conversions (in order to maximize the number of conversions you can get), you want to ensure you’re optimizing on a conversion that’s firing correctly.

Make sure you use all of the above features throughout the year, not just in Q4. But, to compete on Facebook and show some return for your dollar from now through mid-December, it’s imperative to use what’s available to you. These five features are a great start.

Introducing Dynamic Ads for Travel

About a year ago, Facebook launched Dynamic Product Ads to attract mostly e-commerce advertisers looking for a more efficient way to launch remarketing campaigns, without having to manually create hundreds of link ads and custom audiences per SKU. Facebook now just refers to this solution as Dynamic Ads, with a unique offering available to travel advertisers called Dynamic Ads for Travel (DAT). With DAT, you can automatically deliver ads at a product level from your hotel and destination catalogs with unique creative based on a person's click events on your website.

For example, you could dynamically deliver ads across all hotel destinations with imagery specific to the location that people are searching for. People who searched for hotels in Maui on your website and didn’t convert would be delivered a very unique offer, compared to those who searched for, say, hotels in Minneapolis.

Dynamic Ads for Travel - Thousands of Relevant Ads in Seconds

As you can imagine, it’d be near-impossible to create all of the possible permutations of audience segments paired with unique creatives for each destination or hotel that people are searching for manually. Dynamic Ads for Travel improves campaign performance in several ways:

• Relevancy: More intelligent ads that capture details such as price, check-in date, and destination relevant to what people are searching for and where they want to go. You can personalize landing pages with redirect URLs specific to these details.

• Automated delivery: Ad creative is deployed automatically from your catalog feed, meaning you don’t have to manually create each individual ad.

• Improved targeting for optimal ROI: Target people who are searching for a hotel in a certain place or flight on a specific date. Cross-sell people who’ve booked a flight with a complementary offer on a hotel.

• Scale: Remarket to people across all placements including mobile news feed, the Audience Network, and Instagram.

So How Does Dynamic Ads for Travel Work?

There are two key components that enable Dynamic Ads for Travel to work:

1. The Facebook Pixel to enable “Website Custom Audiences” and track click events on your website
2. A feed that includes details on all items you sell, as well as creative (description, price, availability, etc.)

The click events that the Facebook Pixel captures allow travel advertisers to deliver more personalized ads to audiences based on a variety of user signals such as search activity, browsing history, and purchase behavior on your website. You can further enhance these audiences with a few parameters in both your exclusion and inclusion targeting:

Pixel Parameters For Travel Companies




























HotelsFlightsDestinationsContent TypeContent TypeContent TypeDestinationOrigin and Destination AirportSuggested DestinationsCheck In and Out DateDeparture and Return DateTravel Start and End DateCurrencyCurrencyRegion, City, and Country


To determine which ad creative to trigger when a pixel event is fired, you need a travel feed with information from a catalog. You can either upload the catalog manually with a .CSV file or have the data retrieved programmatically from a feed in .XML format.

The good news is that many travel advertisers already have a feed that they use to deploy campaigns on Google, where the practice of retrieving this information for Facebook is very similar. Facebook currently supports the following catalogs with plans to roll out a flight specific-solution in the near future.

• Hotel: A list of details specific to each hotel such as room availability, pricing, star rating, guest rating, and image URL with support for up to 20 images
• Destination: A list of details specific to each destination such as longitude location, neighborhood, price, price change, and image URL with support for up to 20 images

If it seems a little hairy, not to worry—Dynamic Ads for Travel is one of the most advanced Facebook advertising features available on the platform today, so mastering it takes a bit of practice. The opportunities are truly endless, however, with all of the possible configurations that are available with this ad type.

Just note that some of these variables such as price and availability need to be updated in real-time, meaning to get your campaigns ahead of the curve, you should use a Facebook Marketing Partner platform—such as Marin Social—that’s developed this capability into its offering.

This is a guest post from Sarah Burns, Content Manager
at Boost Media.

Instagram ads allow brands to share their story in the context of an inspirational and creative feed. With a global community of more than 500 monthly active users, it’s a great opportunity to get your brand discovered. Here are three creative best practices to help you stand out with your audience.

1. Go natural

• Use clear images, not grainy or blurry ones.
• Natural lighting is better than harsh artificial lighting.
• Make sure your image is high quality and authentic, but still fits into the context of the Instagram feed.

2. Avoid overpowering

• Your brand should never overshadow your creative.
• Avoid front-and-center logos and use an iconic brand element or signature color instead.

3. Say less

• Although not a requirement on Instagram, follow Facebook’s 20% rule regarding text within images.
• Instagram is a photo app so imagery—not text—should be the focus of creative.

For advertisers who’ve been active on Instagram for a while and those just getting started, these tips should help you structure your strategy on this increasingly popular social channel.

About the Author

Sarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.

Digital advertisers are worried about ad viewability. How worried are they? According to a survey that Mixpo conducted this year, 69% of them are “extremely concerned” or “very concerned.” That’s the bad.

As we mentioned in our post on programmatic buying transparency, the environmental transparency of an ad is as important as the campaign’s message or who’s being targeted. By “environmental,” we mean viewability, ad fraud, and brand safety.

We also stated that there’s no consensus on how viewability is even defined or how to determine the tradeoffs between measurement, accuracy, and associated costs.

Still, the debate continues. As viewability becomes a greater concern for digital advertisers and vital to the success of their campaigns, solutions and standards continue to be defined and refined. In this article, we look at guidelines, outline what to consider, and recommend a few tips for ensuring your ads are viewable.

Current Verdicts: What Determines if an Ad is “Viewable”?

The Media Rating Council (MRC) and Interactive Advertising Bureau (IAB) basically define viewability as who sees your ad, how much was seen, how long they saw it, and where the ad showed up. Further, the IAB states that viewability “is not about ad effectiveness nor ad engagement. It is simply the delivery of ads that render on the screen. In other words, the opportunity to be seen.”

What does that mean?

Specifically (according to MRC and IAB guidelines), a display ad is viewable if 50% or more of its pixels appear on-screen for at least one continuous second. On the other hand, GroupM believes 100% of pixels need to be in view for at least one second. Like GroupM, other large holding companies also have their own standards.

The reasons for these discrepancies often lie in creative technologies. For instance, moving from Flash to HTML5 can slow down page loads, making verification pixels time out, which can then prevent accurate measurement. And, according to the MRC, bandwidth and network speeds make load times even worse for mobile ads.

The various viewability definitions are a way to get around these speed bumps, allowing for a departure point to effectively measure viewable versus unviewable ads. Meaning, there are standards, but they depend on the governing body or other constituents determining the guidelines.

What About Brand Safety?

Brand safety is easier to define, but it’s just as important in ensuring your brand is creating a positive user experience and maintaining your brand image. Simply put, your brand is safe not only if your ads are showing up in the right context, but also when the right ads appear on your website. For instance, if not-quite-safe-for-work ads suddenly appear on your site, your brand image will likely suffer, causing buyer-seller trust to erode.

Once again, the IAB and its standards can help. Its Content Taxonomy identifies when companies are brand-safe based on a two-tier system:

• Self-certified
• Certified by an independent third party

Third-party certification providers offer a list of DSPs that filter bought inventory according to IAB’s taxonomy. In this way, programmatic guidelines and technologies can be established, automated to safeguard against risky ads and hazardous placements.

The Difference Between Viewability and Fraud

Remember there’s a difference between viewability and fraud. Integral Ad Science (IAS) defines ad fraud as “the deliberate practice of attempting to serve ads that have no potential to be viewed by a human user.” However, a positive trend that IAS reported reveals that overall programmatic ad fraud dipped by 20.9% between Q4 2015 and Q1 2016. Still, the U.S. has the worst rate of ad fraud when compared to Australia, France, Germany, and the U.K., the countries the IAS profiled.

This is part of why digital marketers in the U.S. are so worried.

Something to note, however, is that the same study showed that viewability is actually up, presumably because publishers and other players in the industry increasingly have stopped getting paid for inventory that’s fraudulent—so they’re more motivated to increase viewability and reduce fraud. An article in the Journal of Advertising Research, however, states that global advertisers are expected to waste roughly seven billion dollars in 2016 on unviewable ads. Whether the forecast is sunny or gloomy, all sides are working harder to reduce fraud and increase viewability.

Why is there as much fraud as there is? In a word—bots. Specifically, bots that mask as a user and click fraudulent ads, making it seem like your website’s getting more clicks and click-throughs than it actually is.

Marketers are right to be concerned. They must continue to be vigilant about and aware of both unviewable ads and bots’ calculated attempts to muddy the ad pool. To make matters (and your measurement efforts) worse, bots don’t use ad blocking software like humans do. So, if you’re trying to measure campaign effectiveness through the average ad blocking rate and optimize accordingly, you have your work cut out for you.

Why Is Viewability So Important, Anyway?

It’s obvious that you’d like people to actually see your ads. And, you’re no doubt interested in measuring the effectiveness of these ads and adjusting as needed.

A third angle to take into account—many new vendors are trying to monetize viewability, assigning costs to only those impressions that are viewable. Here, however, there’s a tradeoff between the page actually loading, the time it takes, and how these measurements will or should affect cost.

For brand awareness and to know your true cost of doing business, viewability is essential. As we mentioned in our post on the programmatic supply chain, if your impressions aren’t viewable, you should get a credit toward them. We’ll add here—if your impressions aren’t viewable, not only did a tree fall in the forest and no one heard it, no one has any idea what the tree looks like. So much for lifting your brand awareness.

Who Measures Viewability, and How?

First off, as far as measurement goes, who should bear the burden of proof? Publishers, vendors, and agencies are working together to measure and combat viewability issues. Each of these entities, however, has a unique motivation for ensuring viewability is maintained and measured:

• Publishers: want to optimize yield and inventory management and ensure a positive user experience
• Vendors: want to increase brand awareness, leads, clicks, CTR, and ROI
• Agencies: want to increase viewable impressions and customer satisfaction

As mentioned earlier, there are issues gleaning accurate viewability metrics—such as latency and the creative technologies that cause it. Third-party measurement vendors can also be problematic, since they use tracking pixels that can, ironically, result in longer page loads and add to the murkiness of precise measurement.

The answer lies in adopting standards to level the playing field. In its Primer for Publishers on Improving Ad Viewability, IAB recommends that publishers establish performance benchmarks, and have a remediation plan in place to determine what happens should an ad placement miss the benchmark by more than 10%.

The landscape’s not perfect, but the outlook’s positive. That’s the good.

The Cost of Being Seen

What factors go into determining the cost of viewability? Viewability tracking, brand safety tracking, and brand lift studies are paid by either side in an effort to run cleaner campaigns. Ad verification and brand safety tools also come with a cost, and have their own issues, but they go a long way in creating environmental transparency. These all play a role in ensuring ads get seen, but marketers must determine how these weigh against their budget and how much are overkill.

What about the costs of the future? Will all ad formats be bought on a viewable impression basis, i.e., vCPM? Time will tell.

Tips for Making Sure Your Ads are Viewable

Now that we’ve gone over definitions, standards, and budgeting considerations, here are best practices you can use to combat viewability issues and maximize the likelihood of your ads getting seen:

• Share information: As quality/ad fraud companies continue to work with the MRC, IAB, and other groups to develop standards, advertisers and publishers should rally around recommended guidelines, so that standardization can lead to equity and visibility.
• Experiment: Bring on one vendor at a time, make sure they’re MRC-accredited, and measure the results.
• Have frank discussions with verification partners. Ask them how they measure viewability or what they’re doing to control for fraud.
• If you’re a publisher: Work out any discrepancies with your advertising partners. Make sure there’s agreement between what each side says about what was viewable and what wasn't.
• If you’re a vendor: Regularly check your tags in order to determine whether an ad was in view or not. Note, however, that doing this chews up data and power—be careful not to degrade the user experience for the sake of viewability measurement.

Better Ad Viewability Is on the Horizon

If the virtual nail-biting is any indication, viewability will continue to occupy its high-anxiety, top-of-mind position until the major issues get smoothed over. Take heed, though, that help is not only on the way—the conversation has expanded to video and audio. In the long run, continued standardization will result in better guidelines and (more) common practices.

In the meantime, remember the tradeoffs between viewability, practicality, and the costs of measurement. Do what’s appropriate for your business and budget, with the understanding that better days await you.

This is a guest post from Sarah Burns, Content Manager
at Boost Media.

The Most Engaging Ad Format on Facebook

Arguably the most engaging ad format available on Facebook, the video carousel is growing at a rapid pace. Since Facebook first evolved the format by giving advertisers the option to display video in the carousel ad in fall 2015, advertisers have seen success with lower cost per click and increased traffic.

Showcasing video as a creative option can bring sight, sound, and motion to help advertisers improve both their brand and direct response objectives. You can exhibit any combination of up to 10 photos or videos, but only five cards will appear at a time. Video carousels provide not one, but many opportunities to engage with customers.

New Ways to Get Your Customers’ Attention

Having more images, videos, and links in a single ad opens up new opportunities to talk about your business and reach your audience. You have several creative ways to get the attention of potential customers with video carousels:

• Show more products
• Highlight multiple features
• Create a larger canvas
• Tell a good story
• Show the steps
• Change with the seasons

Generating Facebook Creative Concepts

A good place to start when generating creative ideas is reviewing past performance of organic Facebook posts. Has there been a particular piece of content you’ve shared in the past that performed really well?

Another good source of creative ideas is your content or marketing calendars. You can create Facebook ad campaigns and ad creative to support your brand’s events and product launches, play off of industry events, and capture attention related to seasonality and holidays.

Remember, the point of running Facebook Ads is to reach a larger audience than your current follower base, so all creative needs to be tested, even if something similar has performed well organically in the past. What works for one audience in one context may not apply universally. Once you find what works, continually discover new concepts to explore with Facebook creative.

About the Author

Sarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.

Shopping has been a hot-button topic for some time now. While many customers have launched successful Shopping campaigns, there are some lesser-known features that may provide a quick additional boost or improvement to your current efforts.

Four such features are:

• SKU-level reporting (Marin)
• Campaign priority settings (Marin)
• Automatic item updates (Google Merchant Center)
• Promotions (Google Merchant Center)

SKU-level Reporting

Marin fully supports performance reporting at the SKU level. With this extremely valuable data, advertisers can review products on a regular basis to see where individual SKUs prove to be candidates for segmentation or exclusion. If the SKU data warrants it, you can indicate a more aggressive or conservative bid.

To see SKU-level reporting enabled in Marin, work with your platform representative to append the appropriate parameter to the product groups, and to have the new feature enabled and backfilled.

Campaign Priority Settings

Priority settings are extremely useful for advertisers who invest the time in building out multiple Shopping campaigns and want to maximize their effectiveness.

As Google describes the setting, “When you have the same product in multiple Shopping campaigns, you can determine which campaign should participate in the auction for that product with campaign priority. Your campaigns already have a priority: Low. But you can change this priority to Medium or High. These priorities determine the bid for any product that the campaigns share.”

• The highest priority campaign will bid
• If the highest priority campaign runs out of budget, the lower priority campaign bids
• When multiple campaigns have the same priority, the highest bid is used

The right mix of priority assignments and bid strategies by campaign solve the tricky issue of being able to control products that exist across multiple campaigns.

Automatic Item Updates

If you have metadata enabled on your site, it may be prudent to enable Google’s Automatic Item Updates feature. This allows Google to crawl your site and update Shopping based on the site’s inherent microdata information. This is mostly valuable in reconciling price discrepancies and/or availability.

Advertisers can choose from Google’s attributes for automatic updates:

• Price only
• Availability only
• Price and availability

Merchant Promotions

Enabled in Google Merchant Center, a Promotion is an excellent way to differentiate your product from the competition and advertise your sale. You can assign Promotions to a subset of products or across all products in the feed, as applicable.

Google manually reviews all promotions for accuracy, so be sure to schedule these well in advance of the actual promotion launch so that the approval process won’t cause any delay. Also be sure you know Google’s Merchant Promotions Program Policies.

Get ahead of the competition by testing out some of this readily available advanced functionality! If you’re interested in speaking with a Shopping Consultant from Marin, get in touch with your platform representative. Or, if you're new to Marin, get in touch with our team.

When Google released product listing ads, it dramatically changed the way retailers advertise online. Because of their huge success, retailers are constantly on the lookout for the next game-changing ad format.

If the results our retail clients have been seeing are any indication, the next frontier for product ads is harmonizing Google Shopping and Facebook Dynamic Ads (DA). Even though there’s been steady growth in the number of advertisers using Facebook DAs since their launch in 2015, many retailers are still managing their search and social channels in silo.

In this post, you’ll learn how to supercharge your shopping ads by combining the best of search and social. Using these techniques, our customers have seen a 68% higher revenue per conversion from their campaigns, when managed together with social advertising campaigns.

Seed Facebook with your best Google Shopping campaigns.

Savvy advertisers take advantage of their existing Google Shopping campaigns to optimize—or simply test—DAs for the first time. By identifying your best-performing products from Google Shopping campaigns, you can export high-ROI products to advertise using DAs.

Through Facebook’s new Google Shopping to DA product (available to Marin Software customers), advertisers using Google Shopping can take their best-performing campaigns and easily create Facebook DAs in a few easy steps, without the need for lengthy setup and extensive IT resources.

Build out the right types of campaigns.

To easily increase your average order value and/or customer lifetime value, be sure to offer products related to what a customer’s ordered. As you’re building out DA campaigns, you can create upsell, cross-sell, and prospecting campaigns using the same process.

• Upsell and cross-sell: With these types of campaigns, you can increase the chances of selling complimentary, relevant products to your customers via upsell (higher profitability items) or cross-sell (similar product sets).
• Prospecting: Take shopping on Facebook beyond retargeting through Facebook’s DA prospecting campaigns. Advertisers can now reach new customers within the Facebook universe who haven’t visited your website. Facebook allows you to automatically create the best ads and find the best users for prospecting, giving you an efficient, effective way to find new audiences for your products.

Use search intent data to power DA creative.

Search intent retargeting is the smartest way to maximize the ROAS of your search budget. As cross-channel marketing strategies become commonplace, digital advertisers have started using search intent data to power their social campaigns. This strategy can be extended to Facebook DAs.

One example: using search intent to optimize DA creative templates. If the right users see them, these dynamic changes to creative can lead to significant lifts in CTR, conversion rates, and ROI.

Let’s say you have three users who’ve reached your website using different levels of search intent.

Example keywords:

• Discount-driven (keyword: discount shoes)
• Product brand (keyword: Buffalo Shoes)
• Store name (keyword: PowPow Shoe Shop)

Through DA creative templates and search intent data, you can dynamically tailor your Facebook creatives based not only on the products users have seen on your website, but also on the keyword they used to get there in the first place. This allows you to show hyper-targeted ads, resulting in higher click-through and conversion rates.

In the above example, our users see different things depending on their keyword group:

• Sales-driven user (keyword: discount shoes) sees an ad with a sales message.
• The user who’s shown product brand infinity (keyword: Buffalo Shoes) sees a creative with a large product brand logo.
• The user who’s shown brand affinity for the shop/advertiser (keyword: Marin Shoe Shop) sees a large advertiser logo.

Use cross-channel product reporting and optimization.

Once you start running Google Shopping and Facebook DAs, you should look at product performance and optimization in a more holistic way. The challenge with cross-channel tracking is normalizing conversions across multiple devices, ad buys, and other variables. However, with a third-party platform like Marin Software, the problem’s solved, so you can focus on the most important task—making sense of all that rich data and finding synergies.

With consistent third-party conversion tracking, you can also deduplicate conversions across search and social. And, through attribution modeling, you can gain deeper insights into how your Google Shopping and Facebook DAs are affecting the overall path to conversion.

Your future shoppers are spending an ever-increasing amount of time on Facebook and Google. In fact, 78% of all new ads were on either Facebook or Google last quarter. Now’s the time to think smarter about how you can cost-effectively engage and convert these users.

By combining search and social shopping strategies, not only do you break down channel silos—you gain a holistic view of product performance, and the ability to optimize across channels and improve overall product performance.

Shopping season is here. To help retailers navigate the current terrain of shopping ads and digital marketing, Marin has developed new features to help retailers maximize revenues and efficiencies this back to school and holiday season.

In this post, we’ve asked Anil Channappa, Senior Director Product Management for Marin Social, to talk about these features and how they’ll benefit retail and ecommerce advertisers.

[caption id="attachment_8074" align="alignnone" width="500"]

Anil Channappa[/caption]

From the lens of your role, what is Marin's cross-channel shopping solution?

It’s the ability for marketers to maximize the sales and revenue of their products through advertising regardless of the publisher. Without such a solution, advertisers have to coordinate advertising campaigns across Google and Facebook (in the same or different tool), without a way to measure the effectiveness across publishers.

With a solution like Smart Sync for Shopping, advertisers can mirror a Google shopping campaign so that the same campaign is running on both Google and Facebook, without needing to know much about leveraging their product feed on Facebook. The cross-publisher reporting helps our advertisers make smarter bid and budget decisions to maximize ROI. And this is a unique and innovative solution in the market today.

Why is it important?

Customers and prospects are browsing freely across Google and Facebook. So, advertisers shouldn’t be bogged down by publisher-specific differences, and should be able to reach customers where they are. Being able to reach shoppers where they shop with one product feed and campaign flow, will improve campaign management efficiency and the effectiveness of their campaigns.

How does this solution enhance how retailers approach their ad campaigns, and impact their business needs?

Campaigns should be geared towards business objectives and needs. Does a customer want to run a promotion that aligns with events like 4th of July, Black Friday, or a major sale of specific products? In most cases today, customers have to replicate these campaigns manually across all publishers.

With Marin’s cross-channel solution, advertisers can rely on technology to create, measure, and scale campaigns across publishers, while spending their time on critical decisions and optimizations.

Why now? What motivated Marin Software to invest in this feature rollout?

Publishers are racing to offer innovative products to keep pace with emerging customer behaviors. Mobile technologies (tablets, smartphones) have been a huge disrupter. Publishers are forced to innovate rapidly to offer advertising products that fit this new paradigm.

Shopping Campaigns and Dynamic Ads are all visual ads that are easier for users to preview and click on mobile devices. Depending on your source, anywhere from 75-95% of mobile users click social ads. Marin’s research shows that during Q1 of this year, closer to 95% of all social ad clicks were on a mobile device.

In the past, we’ve invested heavily to streamline advertising within channels (search, social, and display), but we can only go so far in our value-add, because the channels themselves are very different. Given shifting user behaviors and publishers offering similar products, there is a huge convergence of ad products across publishers. This is a perfect opportunity to help marketers who are used to streamlining their channel-specific advertising and extend it across channels.

If you could describe how a company would use this cross-channel solution and come out with strong results, what would that scenario look like?

Google is the dominant player for most retailers to drive demand and new customers. This is the place where advertisers have gone back, time and time again, to drive their sales.

With Facebook stepping up their ad products, we’re hoping it’ll be a great source of new customers, and provide advertisers with increased scale and higher revenue across the board. As a secondary benefit, the streamlined solution could help advertisers save time, reduce cost, and balance their budgets more effectively.

What tips would you like to share with Marin customers who are gearing up for the upcoming back-to-school and holiday shopping seasons?

Think about people-based marketing rather than channel-specific marketing. From the outset, we suggest that customers set up cross-channel campaigns and measure the impact to net revenue and ROI. The channel-specific team should still focus on channel-specific optimizations (creative, audience and bid optimizations in Facebook and product group, bid optimization in Google), but share cross-publisher learnings from platforms like Marin.

For more information on Smart Sync for Shopping, watch the video.

Key Takeaways:

• Depending on your business, consider people-based marketing rather than channel-specific marketing - or utilize a hybrid of both.

• Suggest that customers set up cross-channel campaigns, and measure the impact to net revenue and ROI.

• A streamlined, cross-channel solution could help advertisers save time, reduce cost, and balance their budgets more effectively.

How do you get your product feed in front of as many eyes as possible? Are you using Facebook Dynamic Product Ads? Just Google Shopping? Do you have an effective social prospecting strategy? Do you know how to get your product ads in front of people who’ve never seen them before?

If your answer to any of these questions is “meh,” then this blog post is for you.

How to Get More People to See Your Product Feed

There are two ways to get your products in front of potential customers on the web today:

• Paid placement (cost-per-click)
• Marketplace (revenue share)

If you're a retailer, it's in your best interest to blast your product feed far and wide to make sure your product is available whether a potential customer is searching for it on Google or Amazon, or browsing the Yahoo News feed. Heck, maybe they just need a reminder that they didn’t complete their purchase of those cute red pumps.

The obvious next question is—how do I ensure my product is reaching all my potential customers across the many channels and publishers on the web? Full-blown shopping capabilities allow you to get your products in front of millions of customers through all the major paid avenues—and all the leading marketplaces like Amazon and eBay—from a single product feed. This is the easiest way to execute a true “omni-channel shopping campaign.” (Request a demo to find out how we can help you do this.)

Facebook DPA: The Value Proposition

Facebook Dynamic Product Ads (DPA) help you promote relevant products to shoppers browsing your product catalog. Once they’ve visited your website or mobile application, you can retarget them on Facebook with the specific products they showed interest in, dynamically displayed with information from your product feed (price, name, in stock or not, etc.).

There are several great things you can do with DPA:

• Upsell or cross-sell campaigns to increase the chances of selling complimentary, relevant products to your customers.
• Show your products to people who haven’t seen them.
• Reach audiences no matter what channel, publisher, or device they’re on.

Here’s how this works.

Upsell and Cross-sell

Suppose a shopper buys a pair of designer shoes online, and then they see an ad for handbags from the same designer. By showing products related to what a customer orders, you increase your average order value and customer lifetime value. Upsell and cross-sell campaigns automatically extend the reach of your campaigns, and increase the chances of selling relevant incremental products.

Prospecting

With a prospecting campaign, you can offer products from your catalog to new audiences most likely to use your products (by way of a Facebook algorithm or dynamic ads across the web). This feature is meant to give you an optimal workflow—one that allows you to bulk-edit ads and duplicate DPA campaigns for retargeting, upsell, or cross-sell, all in one function.

So, for example, instead of having four separate campaigns and workflows, you can create just one workflow that handles everything you would’ve included in those disparate campaigns.

A small number of Facebook partners (including Marin) can edit product sets, add URL tags, choose creative templates, and see full previews as you make selections. These features have excellent workflow capabilities, so they deliver both fantastic targeting and ease of use. Contact us to learn more.

Shopping

Having shopping campaigns on both Google and Facebook catapults the power and performance of your product feed. Do you have the time and resources, though, to manage your shopping campaigns on two different platforms?

If you do, you should definitely include your product feed on both channels to extend your reach. If you don’t, Marin’s Smart Sync for Shopping feature automatically clones and syncs your shopping campaigns from Google to Facebook, eliminating the need for lengthy IT support. With Marin Display, you can use your same product feed to run prospecting campaigns to those outside Google and Facebook.

About Those Omni-Channel Campaigns....

Even more powerful than Google Shopping or Facebook DPA alone, omni-channel distribution allows you to advertise across a wide array of channels and publishers—native, search, social, eBay, Amazon shopping...the list of both paid and non-paid platforms goes on.

To wring every last drop of value from your product feed, you should showcase it through as many online venues as you can. You should also make sure you’re constantly optimizing your feed for the greatest possible returns.

A Word on Cross-Channel Advertising

Retailers who combine all of the above functionality with display retargeting can boast of having a full cross-channel solution, one that automatically puts in overtime to expand your reach and boost revenue. Make sure you’re taking advantage of all channels, and heighten your brand effectiveness in time for back-to-school and the Q4 holiday season.

Digital advertising is a fast-evolving organism. For retailers, this means constantly looking for new ways to meet and exceed business goals. Promoting your product catalog across channels is a powerful way to upsell existing customers and for finding new ones. To learn more about how Marin can help, request a demo.

Summer. It’s the time of year when I get serious about my binge watching. All of my shows are off the air, and I have precisely two months between the airing of the finale of Game of Thrones (Cleganebowl will be a thing) and Nathan Adrian’s first swim in the Rio Olympics.

But I would never limit my binge watching to just my personal time. I’m always happy to fall down the YouTube rabbit hole at work, and really, so should you with this hit list of Marin’s most popular and highest rated webinars. My colleague Maria shared a fantastic roundup of our best quickie blog reads, but our educational, half-hour to hour-long best practices webcasts are the sort of content you want to chill out with on a long summer workday.

1. Your Guide to Native Advertising: Best Practices for Commanding Audience Attention (35 minutes)
   National native advertising spend ballooned to $10.7 billion in 2015, a 150% increase over only two years before. There’s no better time than now to learn how to take advantage of its ability to connect and attract the attention of your target audience.

2. Scale and Optimize Your Social Campaigns Starting Now (40 minutes)
   We joined forces with our partner, Twitter, for this educational webcast on how to best leverage direct response advertising and utilize Twitter's ad environment in combination with your search and display campaigns.

3. The Newest Way to Reach and Convert Facebook’s 1.4 Billion Users (55 minutes)
   In this webinar, one of our most popular ever, we teamed up with our partner, Facebook, to tackle the topic of Facebook Dynamic Product Ads (DPAs). Are you taking full advantage of Facebook DPAs to promote your product catalogs? We discuss best practices for utilizing this feature to zero in on your best consumers and boost sales.

4. The Path to Mobile Advertising Success (40 minutes)
   Whether you’re a skeptic who doesn’t see a reason for mobile to be a top priority, an advertiser unclear on how mobile bid adjustments work, or a seasoned mobile marketer looking for advanced recommendations to improve your mobile game plan, Google’s outlook on the future of mobile and Marin’s mobile-optimized advertising strategies will set you on the path to mobile success. Another partner webinar! This time it’s Google.

5. Increase Your Display Advertising Performance with Image Optimization (40 minutes)
   Approximately 5.3 trillion display ads are served to U.S. users per year. Yet historically, the click-through rate of display ads is less than .1%. How can display advertisers leverage image optimization to increase performance and gain insights? Marin Software and Boost Media give you answers.

6. Integrated Search and Social Advertising: Transforming Trends & Tactics into Revenue (55 minutes)
   It’s an oldie but goodie. We’re joined by one of our agency partners, iProspect, for a webinar on integrating your search and social strategies. We walk through 15 proven tactics to help you better manage, measure, and optimize your campaigns for improved ROI and maximum customer lifetime value.

7. 8 Reasons View-through Attribution Should be Working for You (30 minutes)
   This webcast provides viewers an introduction to and better understanding of the value and necessity of view-through conversions. It also offers best practices to drive more profitable display ad spend.

It may not rival your Battlestar Galactica binge watch, but it’s the only one you can get away with at work, so happy viewing, online marketers!

This is a guest post from Sarah Burns, Content Manager
at Boost Media.

By now, you’ve heard about Google's Expanded Text Ads. This is big news for search engine marketers. Initial Google reports cite click-through rate increases of up to 20% for some advertisers. With more than nine billion ads impacted by Google’s change, a massive amount of copywriting is required to adapt.

All advertisers will have to react quickly, and spend more marketing dollars to adjust and profit—or else miss out on a huge opportunity. What can you do now?

Start planning early

Advertisers who move fast and adapt to the new format stand to benefit in two ways:

• Leveraging the additional creative real estate allows you to weave in new messages as you communicate to your customers, resulting in more clicks and purchases.
• Ads in the new format will look more aesthetically appealing, compared to the older ads that advertisers who don’t switch over will have to settle for.

Don’t rely on the traditional methods

The new format allows for an extra headline with more characters, a longer description line, and a customizable URL. Don’t waste the extra space by employing Excel spreadsheets or ad templates to update ads. The traditional methods won’t work for a seminal shift of this scope.

Mashing description lines one and two together will leave you with a confusing and disparate message. Most advertisers write the two lines of text as separate ideas, and when they’re pushed together, they don’t flow as a logical and cohesive message.

Where to go from here

Advertisers need a solution that makes it possible to write and rewrite ads in the new format with speed, quality, and scale. Through an exclusive partnership with Boost Media, Marin Software has an automated tool that can rewrite your ads to be ETA-compatible. If you’d like to get up and running on ETA ads today, you can get started here.

About the Author

Sarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.

In today’s blog post, we’re focused on three topics: sharing results from early Expanded Text Ad users, discussing support for Expanded Text Ads in the Adwords API and a brief discussion of automated transition options to get you on Expanded Text Ads quickly and profitably. If you're unclear what Expanded Text Ads are, read our full coverage here and then come back to read our in-depth coverage in this post.

Case Study - Expanded Text Ads

As the largest partner in the Adwords ecosystem, Marin was fortunate to be in a position to help many of the advertisers invited into the early beta program for Expanded Text Ads. In today’s blog post, we’d like to share with you a few of the insights we’ve learned from our early exposure.

How will Expanded Text Ads impact my performance?

Google’s introduction of dual headlines, both with longer character limits than its predecessor, creates a problem that some marketers will find easier to solve than others. We all know how important well written copy is to connect with your target audience, and ultimately run a profitable campaign. From our early exposure to Expanded Text Ads, choosing the right strategy for the new dual headline format will separate the winners from the losers.

Performance Gains Aided by Creativity

In one instance, we observed a customer who fully embraced the dual headline capabilities by not only rewriting their ad copy, but fully changing their message to better suit the additional characters now at their disposal. This customer realized a tremendous engagement lift that exceeded our expectations (+50%). An increase in engagement can be unprofitable if conversions do not also increase at a similar cadence. We were impressed (and relieved) when we observed that conversions increased in lockstep (+70%).

There’s no doubt that the increased engagement was due in part to the enlarged footprint of the Expanded Text Ads format. But, based on other observations, it’s clear to us that the larger footprint does not account for all of this improvement. We believe that this customer's decision to not only rewrite, but fully rework their creative was the key to their above average results. We applaud their savvy embrace of Expanded Text Ads and would be happy to speak with anyone who is struggling with how to get started, or looking for an experienced team to help guide their transition planning. Please contact us here for more information.

API Timings

As expected, this landmark change in Adwords has created a beehive of stories, speculation, and misinformation. One point of contention in the Adwords Partner Ecosystem is timing to support Expanded Text Ads. We’d like to touch on this topic for a moment.

Our Heritage - Partner in your Success

Marin Software recently celebrated it’s 10 year anniversary, and I’ve personally been a member of the team for 8 of them. During our time in business, we’ve prided ourselves on being a true partner to our customers. And as a partner, we’ve always been transparent on our timeline to support new API features. We’d like to remind our readers that, unfortunately, the same can not be said for all software partners that operate in the Adwords ecosystem.

For example, anyone who claimed to offer immediate Expanded Text Ad support on the day of Google’s announcement (5/24/16) was not telling you the full truth. We know this because Google just released support in the Adwords API for Expanded Text Ads today (5/27/16). Three days after the original feature announcement. We’ve been discussing this change with Google for over a month, and Google did not give preferential treatment to any partners.

Now that the API has been upgraded to support Expanded Text Ads, we’ll continue executing our plan to incorporate them into Marin Software's platform. We’ve been advised that our timeline ranks amongst the fastest to support Expanded Text Ads in the partner ecosystem.

Automated Transition Options for Expanded Text Ads

Given the promising results from early testing of Expanded Text Ads, Marin is encouraging our customers to actively plan their transition to reap the rewards. As a partner in our customer’s success we’ve designed two ways to help you get up and running on Expanded Text Ads quickly and profitably.

Option 1 - Ad Rewrite

For advertisers who would like help rewriting their ads, Marin Software has an exclusive partnership with Boost Media. By tapping into Boost Media’s network, you’ll get access to hundreds of professional writers who will create new, optimized creative for the Expanded Text Ads format. We believe the ROI of working with Boost will yield tremendous results for all of our advertisers. If you would like to learn more, please contact us here.

Option 2 - Transition Planning

For advertisers who would like strategic help, Marin’s Center of Excellence is staffed with experts ready to run a marginal analysis on your accounts and create a roadmap of the most profitable path for your program as you begin the transition to Expanded Text Ads. The demand for this service has been overwhelming, we encourage you to contact us to get started today.

--

Exciting times! Stay tuned for continuing coverage on Expanded Text Ads and the other announcements from the Google Performance Summit.

Google has made a historic change to its creative format with the introduction of a mobile optimized format called “Expanded Text Ads” (ETA). In this post, we provide information to help you understand what’s changing, why it’s a positive thing, and how to automatically make your existing ads ETA-compatible. (Pro tip: Skip to the end of this article if that last point is what you’re after.)

What Are Expanded Text Ads?

Expanded Text Ads are a mobile-optimized ad-format designed to maximize an advertiser's performance in mobile search results. This is accomplished by providing the advertiser significantly more ad copy to highlight their product or service. Expanded Text Ads also apply to desktop search results.

This change is a big deal because it’s a fundamental shift away from the legacy AdWords text ad format that’s existed for well over a decade. As such, this change will require every AdWords advertiser to rewrite their ads to be ETA-compatible. To learn how to automatically do this, skip ahead to the end of this post.

What’s Changing, Exactly?

Advertisers now have two headlines instead of one, and these headlines are joined with a hyphen. The good news – this copy expansion allows ads to occupy 50% more space on the search results page. Early results indicate that this increased presence improves CTR, which makes sense when you compare the old format (left) to the new format (right):

Here are the nitty-gritty details:

• Headline 1 and headline 2 are 30 characters each. This is a 240% increase over legacy text ads, which historically had just one headline and a 25-character maximum.
• For the description line, the character count is also increasing. Instead of two 35-character description lines, there’s just one that’s 80 characters.
• The display URL will now be automatically extracted from your destination URL. You can set up to two path fields like “golf” and “shoes”.

As marketers, we’re excited by all of these updates, and think that the addition of a new headline is only going to help performance, especially in a mobile world.

A Positive Change, for Multiple Reasons

Why is this change a net-positive for advertisers?

• You gain a new, second headline.
• More characters for longer messaging increase the odds of connecting with your target audience.
• We’re seeing better overall performance in our early results.

Why is Google Making This Change?

A couple of obvious questions are: Why is Google making this change? And why now?

The short answer: Consumers have shifted to mobile as their primary method of accessing the Internet. And, advertising dollars are following in rapid succession. eMarketer estimates that in 2016, over 60% of all digital advertising spend will go to mobile. It’s also expected that mobile will continue to gobble up market share through 2020.

Google is staying ahead of this trend by shifting to mobile-optimized ads, which is consistent with the elimination of right-hand ads back in February. In the next 12-24 months, we should see more mobile-centric changes from all major publishers, as they train their attention on perfecting mobile monetization.

How Can I Automatically Make My Ads ETA-Compatible?

Stay tuned for more details, insights, and data as we continue to report on Expanded Text Ads.

This is a guest post from Sarah Burns, Content Manager
at Boost Media.

Marketers are spending billions of dollars on Facebook advertising. Why? Because Facebook ads work, thanks to extensive targeting options and the native look and feel of ad creative. The most important, but often overlooked, element in any campaign is great ad creative. How can your brand achieve success with ad creative on Facebook?

We have three tips for you that we’ve aligned with the three stages of the customer marketing funnel.

Stage 1: Awareness

Visually engaging images are the first things people notice while scrolling through their News Feed. It’s crucial to capture the attention of your audience right off the bat with bold, beautiful imagery that will entice the viewer to click your ad. Develop original creative that hasn’t run in other social campaigns so that it stands out as new and unique.

Stage 2: Consideration

Now that a user has paused to look at your ad, how can you hook them? With powerful words. In the text of an ad, highlight your product’s unique benefits and convey a sense of urgency to get consumers to consider your offer. A call to action should appear in the first 90 characters to ensure consumers take action. Promotions and incentives like free shipping often motivate a shopper to click and buy.

Stage 3: Decision

Now someone has been enticed by your imagery and inspired by your language. Next, consider what will make a consumer click. Targeting is a great tool, and Facebook has advanced options based on demographics, interests, and behaviors. Relevancy is crucial, even post-click. Ensure landing pages are specific to the product or promotion you’re offering, or else you risk confusing your potential customer.

Finally, it’s essential to pay attention to the frequency that you’re showing ads, especially on Facebook. Are you updating creative every week? You should be. Stay on top of the latest trends, and entertain your audience with fresh creative that instantly pops.

About the Author

Sarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.

With spring rapidly approaching, this is a great time for search marketers to start preparing for an annual account audit. What are some of the top areas of focus for spring cleaning your account? Marin's Center of Excellence has created a process for identifying key ways accounts can be improved through structural and performance-based changes.

Step 1: Identify pain points in the account to narrow
your focus

Before you dive into cleaning up your account, identify the main areas where you’d like to focus your time. Chances are you don’t have a lot of bandwidth to dedicate to anything but day to day management tasks -- so to save time, start by asking yourself some questions to help narrow the focus of your audit and cleanup.

Some of these questions might include:

• Where does the account fall short of meeting its goals?
• Does the account have unutilized objects (things like past promotional creatives)?
• Do you regularly perform A/B tests?
• Have you had issues with revenue attribution?

Step 2: Perform an audit

The second step is to perform an audit of your account. You should focus your time on two major areas of opportunity: account structure and performance.

Tip: When performing the account audit, pull data in a format that allows you to make bulk changes. This way, once you’ve identified issues, you can easily take action and save time.

First, take a look at your account structure to make sure it follows search marketing best practices. This’ll make your account easier to navigate and ease day to day management. Second, analyze your account for performance issues that require action. The Center of Excellence recommends looking for the following:

Account Structure

• Duplicate keywords
• Conflicting negatives
• Past promotional creatives
• Missing active keywords/creatives
• Misspelled creatives
• Campaign setting alignment
• URL tracking issues

Performance

• Underperforming objects
• Optimal use of negative keywords
• Quality Score analysis
  
• Landing page content
• Keywords
• Ad copy
• 
  

Step 3: Implement changes

The third step is to take corrective action based on insights you discover during the audit.

Be sure to keep track of any changes you make and a record of the audit -- this is essential, since it’ll allow you to effectively measure future performance.

Step 4: Measure

Use your record of changes to measure the impact of your spring cleaning efforts. Compile this information into a visual representation of the improvements to share with your colleagues or clients.

If you’re a Marin customer interested in partnering with the Center of Excellence on an account audit, contact your account representative, who’ll connect you with a Center of Excellence consultant today! Or, if you’re new to Marin, request a demo.

With the steady rise in remarketing as a digital advertising strategy, audience segmentation and activation has become a key tactic for digital marketers. What are some things that display advertisers should take into account when defining and streamlining their strategy?

Understanding Audience Segmentation

Audience segmentation can be defined as a process of dividing people into homogeneous subgroups based on defined criteria such as product usage, demographics, psychographics, communication behaviours, and media use. Audience segmentation is now a major tool advertisers can use to tailor messages, improve targeting accuracy, and drive performance.

Defining the Strategy

For display remarketing, a sound audience strategy is the foundation for a successful campaign, and has three elements:

• A meaningful audience segmentation approach
• A clear feedback loop to validate this approach
• The ability to activate the segmented audience

To create a truly meaningful audience segmentation strategy, advertisers need flexibility in the tools they use to segment their audience. Segmentation methods also offer increased flexibility in what an advertiser can count as a user conversion, creating an extra dimension to audience creation.

Streamlining the Strategy

Let’s explore four key segmentation methods that allow advisers to go beyond path-based segmentation or a one-size-fits-all remarketing vendor approach.

Query string

Query string is part of a URL that contains data that doesn’t fit conveniently into a hierarchical path structure. The query string commonly includes fields added to a base URL by a web browser or other application. This opens up a huge number of possibilities when it comes to audience segmentation. For example, here’s a query string generated after a user searched on a fictitious travel comparison website.

http://www.example.com/searchresults.html?checkin_monthday=13&&checkout_monthday=27& year_month= current -2&dest_id=United%20Kingdom& group_adults=2&group_children=2&no_rooms=1

Looking at this query string, we know the user is:

1. Looking for a two-week holiday from February 13to 27, 2016

checkin_monthday=13&&checkout_monthday=27& year_month=current-2

2. Interested in a UK holiday

dest_id=United%20Kingdom

3. In a party of two adults and two children

group_adults=2&group_children=2

4. Looking for one room

no_rooms=1

Based on this information, we can now create audience lists based, grouping users based on urgency, demographics, and interests. And, our 1st party data set is fresh and reliable.

We can also count a conversion anytime someone visits a page with a specific URL query string: http://www.example.com?page=thank-you-new-user. In this case, we only count conversions from new users.

JavaScript event

Use the "event" remarketing audience method to add users to an audience when they perform an action triggering a specific JavaScript event on your site. These events could include but are not limited to number of clicks, partial form completion, time on site, hovering over a button, expanding an image, or filtering to view products (such as. from high to low).

For example, suppose a user filters to view products from high price to low. It’s normal for these users to have a higher average order value per product than a user who filters from low to high. This may affect not only the amount we’re willing to pay to acquire these users, but also the type of creative we want to show them and which publishers we might want to target.

Conversions can also be counted anytime a specific JavaScript event is fired in the browser. This allows huge flexibly when it comes to defining conversions and reduces the reliance on thank you pages as conversions.

Recency

Recency refers to how recently a user last left your website or app. Creating remarketing lists based on recency enables a range of remarketing tactics.

It’s common for conversion rates to be high when a user sees an ad in the first few minutes after they leave your website, so make sure you’re highly visible during this time. Recency segmentation also allows different creative, offers, or calls to action based on how long it’s been since someone last engaged with your website.

Recency also allows for interesting cross-sell tactics. Say a travel agent knows that certain users are most likely to purchase travel insurance 30 days after they’ve booked their flights. Advertisers could use recency targeting to show travel insurance ads around this time.

Regular expression (regex)

A regular expression is a special text string for describing a search pattern. This allows advertisers to set up complex audience lists, such as one that matches multiple web pages, query strings, or products. Regular expressions also allow you to set up complex conversions, for instance, ones that match multiple-goal pages.

Say for example you want to create a list for users that go to the Caribbean section of your website as long as the subdirectory is in the second position. You can’t use ends with, or starts with, or contains; however, you can create this list with a regular expression.

^/.*/ Caribbean/.*

^ A caret in a regular expression forces the expression to match only strings that start exactly the same way your regular expression does.

.* The dot could match any letter or digit. The star right after it matches the ability of the dot to match any single character, and keep on going so that it ends up matching everything.

Combining segmentation methods allows you to create sophisticated audiences that matter. By combining numerous segmentation methods, you can create an almost endless number of audiences to activate through remarketing.

Conclusion

To run the most successful remarketing campaigns, advertisers need segmentation tools that allow them to slice their audience in an almost unlimited number of ways. Currently, the number of advertisers using simple, path-based audience segmentation or a remarketing vendor’s standard segmentation approach is surprising. With tools that create and activate a meaningful audience segmentation strategy, you can build the foundation of a truly successful remarketing campaign.