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Advertisers are turning their attention toward their ad creative, which is quickly becoming the driver for financial performance

Facebook is changing the game for advertisers. In recent years, the social network has focused on improving its optimization algorithm and native advertising tools, which have allowed smaller companies to compete without having to invest in third-party ad tech. Automation features like auto bidding, auto placement and auto audiences have simplified the media buying and bidding process, so advertisers can spend less time doing intraday bid and budget changes. Instead, advertisers are turning their attention toward their ad creative, which is quickly becoming the driver for financial performance. They need to quickly solve problems like creative fatigue and audience saturation with fresh, high-performing creative or else their campaigns will fall flat. To achieve and sustain return on ad spend (ROAS) over time, you need to create 100x ads – breakout creative that…

Examples of engaging Facebook ads, and those that fail to stand out

The ultimate goal of any Facebook ad is to catch someone’s eye with the right combination of stunning visuals and compelling copy. You want the ad to stand out against the background noise of news, politics and status updates. And there is a lot of noise right now. The ad copy could be great but the visual has to be even better. Because that’s what will be seen first. Now that almost every news site, company page or blogger uses compelling visuals, standing out has become more difficult. But I have come up with a few tried and tested tips to help you create a winning Facebook Ad visual.

1. Include a product image

If you are using a Facebook Ad to show off your product you should probably include a shot of your product. Right? In most other marketing channels that would be a no-brainer. But when…
One of the most underrated aspects of digital advertising is ad placements. Advertisers tend to think that choosing an advertising channel is where their campaigns begin and end. Unknown to them, knowing where to place ads can help determine how strong or how weak of an impact a certain ad will have on audiences. Before we delve into the power of Facebook as an advertising platform, here are some fast facts and figures from the 2018 Social Media Marketing Industry Report. 72% of marketers use Facebook ads. 34% of survey respondents say Facebook ads allow them to measure their return on investment (ROI). Marketing teams’ top reasons for advertising on Facebook vary from brand exposure to website traffic and lead generation. Since Facebook ads are helping many businesses in various aspects of marketing, it might be wise for you to turn to Facebook as a channel…

Facebook vs. Instagram: The better platform for your business

Beginner marketers consider launching a social media campaign. Experienced marketers launch a social media campaign on Facebook. Smart marketers study all social media platforms and launch successful integrated social media campaigns on the platforms that are best for their business. Let’s be honest, social media marketing is a versatile, cost-effective and powerful tool to use for marketers and small business owners alike. It helps to reach the target audience, boosts sales, increases brand recognition, enhances conversion rates, boosts traffic to your website and even, improves search engine rankings. No wonder, then, that more and more businesses decide to include social media in their marketing strategies. In fact, according to Statista, investments in social media advertising are forecast to grow from 32 billion dollars in 2017 to approx. 48 billion dollars in…

Chart of the Day: Number of Facebook interactions per post

Mastering social media is an art that almost all of B2B and B2C companies need to learn. There is a tightrope of factors that are easy to fall off of and businesses need to make sure that all of them are in play. The type of post is probably the most important of these but this certainly followed by how many posts should you make a day to get maximum engagement. Today's chart looks at what is happening to post reach for the top performing Facebook pages. Buffer and BuzzSumo analyzed 43 million posts from 20,000 brands on Facebook and the amount of interactions posts received has dropped dramatically. Most of these brands have not changed the amount of posts they make in a day in the window that this looks at (5 quarters). However, the…

Three keys to evolving with Facebook advertising changes

It’s the World Series of baseball and the monkey bars of the school playground. Facebook Ads is the battleground everyone is clamouring to dominate — probably because it’s becoming increasingly difficult to get right.

To start with, Facebook as a platform is designed to change. The more data it consumes, the quicker it adapts and adjusts according to the behaviours of its users. That means advertising best practices also change often, and marketers must stay up-to-date every time Facebook releases new features or reconfigures its algorithm.

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Built into this evolution is a vocabulary that also keeps changing. Marketers need to know what Facebook means by phrases such as audience networks, lookalike audiences, and cost per thousand. There's a steep learning curve, but…

Chart of the day: Facebook Users' Privacy Concerns

In the wake of global data disasters, such as the Cambridge Analytica scandal, where an individual’s online privacy has fallen at risk of being misrepresented and misused for falsely priming political agenda - people have undoubtedly become wary of their personal details saved online. However, it’s interesting to see that even though privacy concerns amongst users are high, Facebook daily visits seem to have been largely unaffected by this disaster. Recent research by Marketing Charts shows that personal data security is the top concern with Facebook. According to a Gallup survey, 55% of Facebook users are very concerned and 25% are somewhat concerned about their personal data being sold to and used by other companies and organization, among many other…

Chart of the day: Benchmarks for Facebook news feed placement ads Q1 2018

Even though Facebook may have recently been on the receiving end of continuous flack and scrutiny, data shows that Facebook ads continue to do well in the world of paid media. Business are still witnessing the fruits of Facebook as a marketing and advertising channel. So, it’s only obvious that understanding how you can leverage Facebook Advertising in the right way has become vital for brands and marketers. Facebook is making it harder and harder for posts to reach audiences organically. If you want to get your posts seen on Facebook, especially at a larger scale, chances are, you’ll need to pay for the reach with Facebook Ads. Recent benchmarking report on paid search and paid social, by AdStage, provides valuable insight into paid media metrics, to enable marketers like you and…

Chart of the Day: Use for benchmarking your ad clickthrough rates (Ecommerce focus)

With the rapid adoption of smartphones by consumers, both Facebook and Google had to move fast to transition their desktop-based revenue model over to smartphone. This involved developing new ad placements for mobile which encouraged clickthrough to maintain their CPCs. This benchmarking report from Nanigans shows how Facebook has been successful in encouraging relatively high average clickthrough rates of > 2% in retail ecommerce which are much higher than the sub 0.2% average CTRs for banner ads. They're consistent with the > 2% average CTRs which we see from Google (if budget is sufficient to target the top positions.

Recent changes in CTRs from this report show response moving upward for ecommerce marketers even after increasing in Q4. The average Q1 2018 CTR of 2.98% in Q1 is 25% higher quarter-over-quarter and 61% higher year- over-year. This is at a similar…

How Can You Harness Facebook’s Tremendous Advertising Power?

With over two billion monthly users, Facebook can give you access to thousands or even millions of members who may be interested in your products or services. The tricky part is figuring out how to use the platform and its unique targeting features to get the best results for your budget. While some aspects of Facebook advertising are fairly straightforward, others require a bit of trial and error before you can get them just right. Fortunately, we’re going to let you in on our own insights to help you avoid some common rookie mistakes. Even if you’re a veteran Facebook advertiser, you may be guilty of making some of the errors on this list. But don’t feel bad! It can all be fixed.

Rookie Mistake #1 - You Haven’t Clearly Defined Any Goals

This may seem elementary, but many rookie Facebook advertisers jump into…

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