Hint 1: Take Advantage of Demographic Data 

By using Facebook, you can enjoy multitasking or quick scrolling, while the user absorbs only a minimum percentage of information from large news feed in a single minute. Under such conditions user’s attention lasts only for a second and the next pop up will disturb his attention for sure. 

The way you capture someone’s attention will determine his or her lifecycle as a customer. If your ad strategy on Facebook consists of roping people in with images and slogans irrelevant to your business, you won’t make many sales. 

Here’s the way to set your ads to attract the targeted audience:

Offers Supporting Your Strategic Goals: some offers consist only from discount and the customers are dependent on such discount. After the expiration, such customers will fade away as well and you don’t really make profit on the business like this. Therefore a long-term strategy has to be developed, where your Facebook ads attract the kind of people who are likely to upgrade to your monthly program. People don’t always want to pay the lowest price, but they want to receive something for it. A certain value.

Set Your Copy and Images precisely according to your audience preferences: for a fast attention capturing, some businesses use outrageous images with nonsense for slogans. The idea is that you can work with anyone who clicks the ad. But this doesn’t really work. Much better approach is to create an ad that speaks directly to your target market. For example, this ad from CoPromote uses a funny image to grab people’s attention, but both the ad image and text relate to CoPromote’s service and what its target audience needs.

Hint 2: Collected the Demographic Data

Sometimes you may think that you know your group, like kids, workers, specific nationalities, etc. But for the purpose of improving your ad, narrow your market to a specific group of people so you can be even more effective. If you don’t narrow your market audience, your message will be wide and it won’t probably hit anyone’s attention.

Here are some practical manners how to narrow down your market:

• Don’t forget to add gender to your product checkout page form. Knowing the gender of your target audience is also very important. It is absolutely normal for businesses to have a predominantly female or male market. If you don’t know the gender of your market, you need to find out.
• Use a third-party service to get detailed demographic information about your email contacts. For example, you can send TowerData a file of your exported contacts from your CRM, and they’ll analyze that data, based on your preferred data sets, and will send more demographics on your contacts. This is a great way to learn more about your customers and improve your Facebook ad targeting.

You can get the info from TowerData on the basis of the data sets that are most relevant to your business, product, service, or campaigns. In case you have set a relevant ad but without any successful results, check your demographics if you don’t lack anything in your settings. In case you’re still uncertain about it, try to make wider research for the targeted market on your own or for the demographics, you need to target.

Hint 3: Measure Conversion through Facebook Ads’ Clicks Segmentation

In case you are using a CRM to track clicks on Facebook ads, you should be segmenting everyone who comes from your Facebook ads. If your customers answer a survey or download a freebie, you should segment and tag your customers and thus identify whether they eventually buy your product.

Assuming you’re marketing the same products or services to your Facebook leads that you market to the rest of your mailing list, the only way you’ll know if your Facebook ads are working is if you know how many Facebook clicks turned into sales.

If you’re not capturing leads for your Facebook, you should start with it as soon as possible. It could cost you less money and even could be easier to run Facebook ads that link to your Facebook page; however, to gather leads who are interested in your marketing, send people to your website. This way you can offer them something of value in exchange for their email address.

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You have to ask yourself, is it needed for you? You can also bid differently per device. Now the question is, if it should be only expanded text ads as they are more supported. But with expanded text ads there will be no mobile specific ads, but mobile URLs to send mobile users to specific mobile pages. Now you have to answer if your mobile specific copy is essential for the success of your mobile advertising. And many others question coming in a row.

What to look at? In case of lead generation, the most important statistics is the conversion rate difference between devices. If your mobile campaigns achieves only two thirds of the performance of the desktop campaign (in conversion) you want to pay only proportional price for them as the desktop campaign is bringing more leads. Revenue per click applies to the same in e-commerce.

If this happens, you can’t just keep such settings untouched. It would be much better to create individual desktop and tablet/mobile campaigns according to the rate at which they convert. As an example, imagine that we have a 75% impression share in the above mentioned campaign. Our desktop impression share and average position could reach 100% and 1.0, while the mobile and tablet impression share and average position reaches 66% and 2.0. In this case, our growth availability when looking at keywords’ bid changes would be related to mobile devices. But when we’re looking at data at the aggregate keyword level, we’re not necessarily segmenting this granularly. We can simply raise the bid and get more mobile and tablet traffic, which does not perform as well as the desktop traffic we’re getting and could potentially pull our numbers down.

With such analysis, we can conclude that the situation of two thirds of a success on another device means that it would be useful to segment devices into their own campaigns, even better than relying on bid modifiers for bidding purposes.

People expect that the mobile copy is the most important factor to decide for segmenting mobile into their own campaigns. Expanded text ads are not mobile specific and in January they will more than likely be the only option to use. However, another argument states that the biggest reasoning for mobile specific ads in the first place was to send those users to a different URL – and this problem was fixed with the mobile final URL launch. It can be tough to segment your mobile copy if the copy or the landing pages aren’t helping the results. If you always had mobile landing pages in place and then tested “order from your phone” type copy, it would help you make a decision much easier.

According to the results above, considering a mobile specific ad on mobile devices in comparison with when we have shown a regular text ad on mobile devices. When testing ad copy, it’s good to look at conversion per impression data, while I look into conversion rate data when doing a landing page test (for lead gen clients).

In such situation, the mobile ads have mobile-specific copy and mobile-specific landing pages. The higher conversion rate but much lower CTR on the mobile-specific copy shows me that the landing pages have supported performance markedly, while the copy seems  to have actually hurt performance, even if it may have helped conversion rates mildly. Therefore, we’ll be fine transitioning to expanded text ads and just adding the mobile final URLs, and so no segmentation would be needed at the campaign-level.

If these results showed that the CTR on mobile devices is significantly higher in case of a mobile-specific ad, then you would have to weigh setting up a mobile-specific campaign in order to write the mobile ads within the expanded ad copy.

The last important issue before deciding is how it would help or hurt the structure of your account. You can use text-to-columns for reporting, where you would just add devices to that naming convention. But do you already have RLSA-specific campaigns built out? Do you have multiple locations with their own groups of campaigns? When do the extra builds stop? These are questions you need to response to before your decision.

Campaigns could be differently segmented out by certain regions, by audiences for remarketing, or by device, or even more. Everything depends on how your account is structured now and how segmenting more granularly by device would affect your performance.

Always be sure that you make the decision based on statistics and then move forward if the numbers make sense and the structure is manageable.

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A native ad is focused on an experience creation where the advertisement is a cohesive part of the content already being watched by any visitor. This term native means that it is a mobile in-app ad that matches the existing design, feel, form and function of the app, where it is shown.

Advertisers have always been struggling to scale their resources to align with the custom executions of native advertising requirements, mostly on mobile. Over the last couple of years, native has jumped pretty much due to the rise of programmatic in-app formats, enabling  advertisers to deploy their native ads easily, while it is also simple for publishers to offer them.

According to statistics, native is quickly becoming a major ad format. MoPub presented the first scalable solution for app developers. Since such introduction, MoPub showed that the number of apps with native ad inventory soared 251% from the first quarter of 2015 to first quarter  of 2016, while spending on native ads jumped 29.6% from the first quarter of 2016 to the second quarter of 2016.

As native ads are able to improve the in-app experience rather than disrupt the flow of consumption, people are more likely to read, process, click, and engage. Native ads show 220% higher CTR in comparison with their 300×250 counterparts (MoPub, 2016), while 58% of US millennials stated that native ads are more favorable for them — much larger portion than the combined percentages of banner, subscription, pop-up or other ads (Qualtrics, 2016) supporters. According to beta tests, a +56% hike in click-through install conversions on campaigns running native ads was achieved in comparison with other formats like static banner and interstitials.

Native ads take advantage of your existing assets what is useful for not wasting more time with preparation of a unique set of creatives for each publisher. Just check the “native” box in case of launch of a new mobile app install campaign on the TAP and the content of your ads is going to be automatically re-assembled to match each app’s unique design and layout.

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1. Wrong audience targeting

Audience exclusions is a common problem that many users of ad platforms face. “Target and bid” is mostly for targeting people exclusively on your remarketing lists. This is often used, when your product is special, unique and expensive, so you narrow the audience to the more potential one.

On the other hand “Bid only” is ok, if you only want to adjust bids after monitoring the performance. But many people leave it on “Bid only” without thinking about it. Such action could cause traffic and revenue drop. So double check it if it is set according to your needs.

Second hint in this case is to focus your list on specific audience. Many advertisers have loads of lists, focused on different categories. Do not underestimate this step and choose the right one. And also – size matters. In this case the size of your remarketing list.

2. Incorrect setting up of automated rules

We don’t have time to sit at our computer all the time and be prepared to set the campaigns manually. So take the advantage of automated systems and prepare the campaigns for the future. Just check that you have set the time of any specific day, when the campaign should be launched, correctly and then you can only watch the results.

3. Accelerated ad delivery

Which one to use – standard or accelerated delivery? Depends on the manner how you manage the campaigns. If you set daily budget and let Google to distribute the budget over the day, pick the standard delivery. Here, Google is the decision-maker and it will distribute the budget according to its algorithm.

But if you want to allow your ads to be active as often as possible, the accelerated delivery is the right choice for you. Here your budget can disappear even during first hours. Therefore in this case you have to watch the budget more precisely or decrease the bids, if needed.

4. Overspending your budget

This makes everyone mad pretty quickly. If you work on different campaigns and there is no chance to manually watch every budget, choose the automation. Keep automated tracking of budget so you gain control of it.

With the help of a script to export month-to-date spend into a Google doc, together with some simple Excel formulas, anyone can have a budget-tracker document for each client.

5. Broad match

Using broad match helps you to waste your budget for an irrelevant traffic. If you use such a general term, it leads to regulated cross-matching between ad groups. Many advertisers use on too general word, which could even bring unexpected ideas, related to it. So try to be as specific as possible.

If you still feel unsure, ask our professionals in CHECKus Media Group. We will be glad to help you.

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First of all take into account some hints. You should optimize your budget according to day or time. Promotions should be scheduled to be run during a set time period. Ads can be set for a specific date, you can stop keywords that are underperforming and lower bids for high CPA keywords.

Budget

First useful tool is to set an appropriate budget at a scheduled time or day. It is not needed to waste your money during a dead session, but rather use them during a hot one, when you expect the highest number of potential customers online.

In the Campaigns tab – pick campaign, then click on automate, choose “Change daily budget when…“ There you should pick increase or decrease in percentage or USD (amount), then select the date and time to run this tool, choose a name for it, click the preview and save when it is ok for you.

Keyword bids

Another interesting tool for you is to optimize your keyword bids possibilities, to halt, enable, lower or increase them. Filters can be used to create specific rules to connect keywords to specific amount spent (if you put a rule that $100 was spent and only zero or minimum conversion, you can stop it).

In the Keywords tab – pick keywords, then click on automate, choose “Pause keywords when…“ There you should pick under requirements the cost > $XY (like $100) and converted clicks = 0. Then you can select frequency like weekly.  Choose a name for it, click the preview and save when it is ok for you.

Ad group

Among further possibilities is the ad group selection. If you see that you are wasting your money in a group that is providing you zero conversions or extremely low CPA, take advantage of this tool. It is recommended to use a specific ad group for any holiday seasion that includes keywords, appropriate for you together with the holiday terms.

In the ad group tab – pick keywords, then click on automate, choose “Enable ad groups when…“ There you should create under requirements a group name. Then you can select frequency like one time (on the date or time you need).  Choose a name for it, click the preview and save when it is ok for you.

Or instead of “Enable ad groups when…“ you can pick “Pause ad groups when…“  and  the under requirements you can create the name keyword, put frequency as one time, create a name for the tule and email results every time this rule runs. Then as always preview to check, save to finish.

Ads

Ads can be simply paused or enabled as mentioned above. This is useful for ads that you want to be run only in a specific time and stop them.

In the Ads tab – pick automate, choose “Enable ads when…“ There you should select under requirements a label for the new ads. Then you can select frequency one time (on the date or time you need).  Choose a name for it, click the preview and save when it is ok for you.

Placement

This is another possibility for those who want to take advantage or setting rules for campaings‘ placements. For example if you placement performance is poor, this can automatically pause it and you are not going to waste your money.

In the Display Network tab – pick placements, choose select all placements and clicks the automate. There you should select Pause placements when… Here under requirements create cost > $XY and converted clicks = 0. Then you can select frequency for example daily.  Choose a name for it, click the preview and save when it is ok for you.

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The major elements to determine your results are:

1. Expected clickthrough rate (CTR)
2. Ad relevance
3. Landing page

CTR

Naturally, here are expected ad groups or keywords with the highest CTR. Your task at the beginning is to find or determine a highly relevant keyword to match with the query of users. It is recommended to split your keywords into narrower, systematic groups that can be more effectively tied to individual ad campaigns.

If the CTR of your keyword is low, subqsequently with a low ad CTR (below 1.5%), this should indicate a warning for you that it does not match with users‘ query and you should adapt your ads more according to the major topic.

Moreover, try to use multiple ad texts, no more than 30 keywords in ad groups and take an advantage of all your ad extensions.

As for keywords, they start at a Quality Score of 6. If it does not move or even drops below 6, get rid o fit.

Ad relevance

On the Display Network you are provided with different bidding options, and the elements contributing to your Quality Score there are about to depend on which one you choose.  If the campaign is using a CPM model, Quality Score is based on your landing page’s quality, but if it uses CPC bidding, historical CTR of the ad and the landing page quality are the factors considered.

Landing page

Google mentions three major factors for the landing page relevance: relevant and original content, transparency, and navigability.  As for the content, I believe you are the one who knows exactly what is original/relevant in your case (as this is highly individual) with all the keywords picked there, but the transparency is often misunderstood. Here it is recommended to explain your product, show its advantages before luring the user to fill the form and provide you with his information.

As for the navigability, you should have easy-navigable website (also on mobile sites), as your potential clients don’t want to spend the entire day searching for any specific button or information.

Besides these three factors, you should do your best to keep your clients on your website as long as you can for not picking your competitors with faster-loading websites.

As for an account level of the Quality Score, you have to think about i tas an algorithm. If Google does not know how the ad text will work with this keyword, they could take a look at the avertiser across the account and is the performance good or worse than average, and based on that they can set a base level Quality Score.

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Included in this launch are several new features:

• New Audience Types – In-App Action Audiences and Customer Audiences
• New Functionality – Cross Device Retargeting
• New Customer Type – Mobile App Retargeting
• iOS SDK – seamlessly get app event data

Bringing seamless, transparent, easy-to-try mobile retargeting to marketers has been a goal of ours for some time. We’re really excited to push these features live and help app developers re-engage lost users just like we’ve been helping marketers on desktop for years now.

Get your mobile on!

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CHECKus Media Group has a solution! – AD-FRAUD TOOL

Before you had to call, have to try them, check them, gaining real, useful leads in a tough, expensive way.

Now it is SIMPLE!

Just implement the JavaScript code tacking pixel on the website and you will be collecting all the needed data for an analysis. The automatic fraud traffic alerts could be customized and you can optimize ad campaigns in the ground of these reports.

With Ad-Fraud tool, you DO NOT PAY for:

• visits, which will never convert (clickbots, botnets) 
• ads that are seen by nobody (invisible, hidden ads)
• affiliates stolen commision (Adware)

Save your Money with CHECKus‘ ad fraud tool and increase your efficiency. Your sales team will be grateful!.

Contact us at info@checkus.sk to know more!

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