Product manager for Messenger, Andrea Vaccari informed in a Newsroom post that Instant Games for Messenger will roll out worldwide for iOS and Android “over the next few weeks.”

During F8 last month, engineering manager Calvin Grunewald described the rich gameplay features that are coming to Instant Games in a blog post:

“At F8, we introduced rich gameplay features to give developers more control of the gaming experiences they create. Developers can customize their own start and end screens and integrate new APIs (application-programming interfaces) that can help drive share and connected gameplay. Rich gameplay features are laying the groundwork to support a wider variety of games that extend beyond the lightweight, score-based games currently offered on the platform.”

Vaccari provided more details in her post Tuesday:

“Rich gameplay features such as turn-based games (our most requested feature) can also weave in leaderboards and tournaments and offer more visually engaging and customizable game messages during play. Game bots help re-engage players by calling out new game options and encouraging competition with updates on the leaderboards.”

Zynga’s Words With Friends is one of the first games to jump on board, and it is currently available in Messenger as a “feature-rich, turn-based game,” Vaccari added. Next up, according to Vaccari:

“People will begin to see new features as game developers start to incorporate the new capabilities with one of Instant Games on Messenger’s biggest hits, Blackstorm’s EverWing, being among the first to use game bots. Depending on what device you use and where you are located, there are now up to 50 games titles available on Messenger, with more being introduced almost every week. We’re also excited to be bringing the world’s No. 1 pool game—Miniclip’s 8 Ball Pool—to Instant Games very soon. “

Vice president of messaging products, David Marcus, published a Facebook post:

“Ever since we launched Instant Games on the platform late last year, I’ve loved playing my favorites with my friends. Today, games on Messenger are getting even better. We’re rolling out the ability to play turn-by-turn games, like Words With Friends or 8 Ball Pool, as well as enabling developers to build games bots that will make games even more social. Today, we’re also unveiling nearly 50 new games and making games available globally. Game on!”

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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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For example, someone who has been looking for red dresses across multiple retailers and also likes Facebook posts and pages about dresses could automatically be served an ad for a red dress. In the past, advertisers have only been able to single out folks who specifically looked at a product on their website or mobile app.

“The top feedback and most common type of feedback that we hear is, ‘Hey, can you help me drive sales beyond people visiting my website and app, including new customers?'” said Maz Sharafi, director of product marketing at Facebook. “What we can now do is say, ‘Who else is potentially in-market for these products?'”

Similar to how marketers already use dynamic ads, advertisers first upload a catalog of products that they would like to promote. They then select an audience of people they’d like to target—say, women in the United States. Facebook’s algorithms then look at traffic patterns on retailers’ mobile sites and apps as well as information on Facebook to automatically serve a targeted promo to users.

In theory, Facebook says that the new ad format is more akin to an acquisition tool than a retargeting tactic since brands can hone in on folks who may be interested in a product but have not necessarily looked at it online.

“It automates the process of who it can show products to—It takes out a lot of the trial and error and complexity of being able to do this in a manual way,” Sharafi added. “For example, to sell 1,000 products you have to create almost 1,000 different ads to reach those products to different people. With dynamic ads, you’re effectively creating one ad.”

Dynamic ads are initially open to retailers and ecommerce brands in the U.S. with plans to include other regions in the coming months. Online furniture retailer Wayfair has been testing the format and claims that the ads are 20 percent more effective than other types of acquisition advertising.

“We can automatically reach a huge audience with personalized recommendations from our catalog of more than seven million products,” said Wayfair’s director of marketing Jessica Jacobs in a statement.

“With dynamic ads, we are beating our customer acquisition efficiency target by more than 20 percent at a scale that is meaningful to our business.”

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Noah Pepper, a product engineering manager posted in June 28:

“For businesses, Twitter is a place to share news, tell stories, and have conversations that support, educate, and delight their customers. It’s a place for authentic interactions – but we know that creating these kinds of connections isn’t always easy for businesses that are time and resource-constrained. That’s why we built a brand new app to help the busy people behind these businesses.”

Social media managers are able to use Twitter Dashboard for the tweets to manage them, have specific timing and set up custom feeds to track what’s being told about any specific area of business. Furthermore, they can also track keywords and use the tools in the app to brainstorm ideas for tweets.

Pepper adds these examples:

“If you work at a restaurant, a tip like, ‘Your team is as unique as your business. Tweet a surprising fact about one of your team members,’ might remind you to share some recent recognition your chef received. Or, if you’re an interior designer, seeing, ‘Share the love. Like and Retweet kind words from your customers,’ might prompt you to Retweet a customer’s excited reaction to one of your recent projects.”

These new features could be seen as too simplified for some, or even cheesy. But they have to take into account, that there are users/businesses that are only at the beginning of their social media marketing and this app is the right one for them. They could reach needed confidence to start with Twitter and their marketing there, what is exactly what Twitter wants when engaging with these clients.

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Lead Ads

Lead Ads are here to simplify the process of filling out forms through their mobile devices within the News feed and this is an advantage for the companies, which are interested in the Facebook leads as well.

This feature, making the entire process easier, allows separation of leads through their native signup and having all-in-one app creates wider opportunity to collect more data, as visitors are not that reluctant with faster signing to provide details. Moreover, people in this feature can edit contact information any time they want so under the Facebook privacy policy, there is still fresh information.

What to do?

If you have ever had experiences with redirecting visitors/users to a landing page, which you preferred, you know that this can provide you with higher conversion rates. The reason is that such visitors/users still remain on the preferred stream.

How to do it? Such campaign could be set in the Power Editor. You need to log into Business Manager, click on ad account you would like to select and launch Power Editor. There click on the “Objective “ button and pick “Lead Generation”. There you go!

Set your campaign

If you are in, let’s set everything for a Facebook leads campaign. You should put there the page, your targeted audience and naturally your budget, you can spend on this campaign. For better campaign calibration, you should scroll down to pick Optimization & Pricing and set whatever you need there (e.g. the most leads at the best price, or set amount you want to pay for a lea).

As for the Delivery, you should think about the campaign, if you want it to run (and deliver leads to you) during the day or you want only a short-term campaign during a specific time. Besides basic creative settings (headline, text in the body, image of 1200×628 pixels, etc.), you are able to set the form for your leads. There you can pick various information for the form, they should be included in (first & last name, email, address details, date of birth, gender, company, etc.).

Everything naturally depends on the campaign you want to run and you consider it as appropriate for it. Our hint: do not use the many specifications, cause your conversion rate can decrease markedly due to “asking too much”.

After this process, you will only connect it with your privacy policy and preview the form before saving. Then as the last step, you should put a conversion code there to monitor process of lead-creation.

Facebook has created an integration of your Leads Ads and partners’ features, like Marketo, Sailthru, Oracle Marketing Cloud, Salesforce, Driftrock, Maropost. In this way you can easily approach your targeted audience, while the customer does not have to leave the app, what increases the possibility of reaching these leads.

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