Increasing the reach of your Facebook campaigns can be challenging due to a variety of factors outside of your control as a digital marketer, such as spending more money, changing your end goal, or altering the Facebook algorithm. Since updating campaigns based on those components is usually unrealistic, you can consider these five recommendations--all of which can be used immediately, and in any combination, but do not replace testing each element of your campaigns on a regular basis.
It’s easy to get tunnel vision around your top performing audiences and run those until the wheels fall off. But when your remarketing audience and your favorite prospecting audience are fully taxed, you will eventually be unable to pull any more value out of them. When the reach of your campaigns grows stale and the cost for reaching that next potential customer is not sustainable, it’s time to find new relevant audiences.
There are three easy avenues for uncovering new audiences that have endless possibilities. First: lookalike audiences. Even if you are already running one lookalike audience, you can still adjust the percentage of similarity to find new prospects. If you are concerned about moving too far from that initial high-value seed audience, you can use banded lookalike audiences and combine multiple levels; for example, a 3-5% banded lookalike audience.
Second: brainstorming additional interests to include in prospecting. Don’t limit yourself to just one way of thinking. Set up audiences around competitor targeting, complimentary companies, or demographic specific interests.
Finally, Marin Software offers a program called Automatic Search Intent. By breaking down that barrier between Search and Social, we are able to automatically build campaigns based on similar keywords to expand your retargeting and lookalike options.
It is possible to be too hands-on with your campaign mix. Checking daily on performance-by-placement and making decisions to eliminate the lowest performing ads by clicks, spend, or impressions will take a negative toll on your reach. Facebook wants your campaigns to be successful because, after all, the better you perform, the more you’re likely to spend on new ads. Because of this, placements that are under-performing already receive a fraction of the stronger placements. Additionally, there’s a limited amount of ad space inventory available. The option for your ad to run isn’t necessarily a Right Column ad vs. a Newsfeed ad; it’s typically that Right Column ad vs. not serving at all.
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.
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.
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.
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).
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%
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.
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.
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.
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.