Marketing Insights

Archive for ‘Facebook’

3 Tips for Using CRM Data to Reach People Across Channels

By November 16th, 2015

With the recent release of Google’s Customer Match, the ability to target users through their email address has finally come to search advertising. This type of targeting has been available in social since Facebook announced Custom Audiences in 2013, and is accessible to display through data onboarding. Now, because of Google’s new feature, advertisers can target users using this data across search, social, and display, and across multiple devices.

This opens up many new possibilities for cross-channel, cross-device advertising. As it stands, a large percentage of marketing CRM emails are never opened. Advertisers can’t depend on email alone to connect with high-value customers in a CRM. We recommend using your CRM data to serve ads across search, social, and the web.

How do publishers match emails or user IDs to users across the web?

First, some background. The deterministic matching method relies on personally identifiable information commonly stored in CRM systems. With this method, a linkage is made when a user in your CRM uses the same email address or social media user IDs to log into an app and a website – across browsers and devices.

As long as a user is logged in across devices and targeting is set up across channels, advertisers and publishers can use this unique identifier to target those users cross-channel, on multiple devices.

Advantages over cookie-based remarketing

Google, Facebook, Twitter, and Display Networks already allow you to serve ads to previous site visitors with remarketing lists. This is traditionally done with cookie pools. Customer Match, Custom Audiences, and display customer targeting all allow you to advertise to recognized, signed-in users wherever they are – whether it’s mobile, tablet, laptop, or desktop.

This cross-channel path is difficult for cookies to traverse. It’s also hard for cookies to move across different browsers, and users can easily delete most cookies.

The other main advantage is that CRM data can be collected from multiple offline sources. For example, retailers can ask for a customer’s email address after an in-store purchase, or a travel agent can ask for an email address after a phone booking is made.

The Best Uses of CRM Data to Amplify Cross-Channel Reach

1. Do the Right Thing for the Right Channel

When it comes to matching CRM data with users for targeting, each online advertising channel has slightly different options. Be sure to make the most of each channel’s unique possibilities.

Email addresses

Google’s Customer Match is a new product designed to help you reach your highest-value customers on Google Search, YouTube, and Gmail. Customer Match allows you to upload of a list of email addresses, which can be matched to signed-in users on Google in a secure and privacy-safe way. From there, you can build campaigns in Marin with highly relevant targeting and specifically tailored messaging for your audience.

Email lists, phone numbers, Facebook user IDs, Twitter IDs, mobile advertisers IDs

Custom Audiences (Facebook) and Tailored Audiences (Twitter) make it easy to target specific customers or prospects at scale. It allows you to match your customer list against Facebook, Instagram, and Twitter users in a secure and privacy-safe way. Advertisers can use Marin to target users across social platforms and devices.

Email addresses, CRM, point of sale, and mobile advertisers IDs

Through uploading emails, CRM data, point of sale, and mobile advertisers IDs, data onboarding technology (such as LiveRamp) can match your anonymized data to online devices and digital IDs, and segment audiences. These audience segments can then be sent to Marin for display targeting.


2. Be Sure to Segment

Segmentation is key to the success of CRM targeting for search, social, and display. Users can be segmented by value, actions, loyalty, recency, and satisfaction, among many other options – the segmenting possibilities of your customer database are virtually unlimited. You can use all of these segments for innovative advertising, such as enhancing your strategy, target audiences, and creative based on fresh and reliable data.

3. Go Cross-Channel

Using CRM data for targeting can produce fantastic results in single-channel siloes. However, when it’s used as part of a cross channel marketing strategy, the number of creative marketing tactics becomes almost limitless.

One common example of using CRM data across channels is targeting users with tailored messages across search, social, and display, depending on whether or not they’re existing customers.

Channel exclusion lists are just as important as positive targeting lists. In addition to reaching specific audiences with your ads, you can exclude unprofitable channels but still reach the same audiences.

For example, suppose an advertiser is in an industry where search keywords are particularly expensive. But, they want to update existing customers about a new product in a more cost-effective way. They could exclude the existing users from search targeting but still advertise to them on social and display.

CRM targeting strategies also open up new customer care and support avenues outside of phone, email, or direct mail. If a customer has a specific issue, it can be resolved at the level of a search query. Using CRM data, you could automatically deliver the most relevant information and links based on the products or services your customers are using, even if they use the exact same search query to search for information.

Using CRM data and user matching addresses a number of the challenges of cookie-based remarketing. It also helps bridge the gap between offline and online marketing activities. With Google’s new Customer Match, CRM data can now be used to actively target across search, social and display. This paves the way for innovative cross-channel, cross-device advertising strategies.

On the Air and in the Seats: Using Offline Moments to Drive Social Engagement

By November 3rd, 2015

According to Time Warner, 65% of people with a smartphone and tablet are likely to use social media while watching TV. From tweeting along during The Voice, to posting game-day Facebook statuses while watching our favorite teams, social media is now a virtual living room.

So what can digital advertisers do to capitalize on these multi-screen habits?

We’re excited to announce TV Sync, a powerful solution that allows advertisers to automatically activate their social ads based on customizable offline events including television flight schedules, live programming, weather changes, or sporting events – all in real-time. By synchronizing social media and TV advertising efforts, marketers can amplify reach and drive consumer engagement across screens.

TY Sync is made possible through Marin’s premier social partnership with TVTY, the leading provider of real-time contextual data. As TVTY’s preferred social advertising platform, Marin can now help advertisers run contextually targeted advertising campaigns on Facebook, Instagram, and Twitter using television signals from over 400 national and local channels, across 25 countries in North America, EMEA, and Australia.

TV Sync unleashes a multitude of possibilities for social advertisers. Consider some examples.

Extend your advertising message across screens

Running TV commercials? Use TV Sync to trigger your social ads immediately as your commercials air, reinforcing the message and increasing your impact with a multi-screen presence.

Counter your competitor’s TV commercials

As soon as your competitor’s commercials appear on TV, counter them by launching social ads in real-time. This is a great way to stay top of mind and boost mindshare.

Improve targeting and relevance with weather and sports

Trigger your social ads according to weather status or key sporting events for a timely, optimized, and personalized campaign that strikes a chord with your audience. For example, during snow-filled winters, travel advertisers can target users with ads to tropical locations.

Drive engagement during live or scheduled TV programs

TV Sync can help you advertise your auto brand during an episode of Top Gear, or launch social ads for your beauty brand during the red carpet at the Oscars. Aligning your ads with specific programming in this way creates a highly targeted and relevant ad experience.

TV Sync is immediately available for Marin Social customers, and we’ve already seen some exciting use cases and positive results. If you’re interested, don’t hesitate to get in touch.

Planning Your Media Budget and KPIs for the Holiday Season

By October 27th, 2015

Managing your holiday media budget is key to maximizing performance during the annual shopping frenzy. Without the right strategy in place, you risk over-investing in an under-performing segment of your program, while leaving opportunity on the table in another area.

Metrics that matter

Before planning your holiday media budget, understand metrics. CPCs and CPMs increase substantially during the holiday season. Research indicates you should expect to pay at least 2.5x your normal CPC or CPM to show Facebook ads on Black Friday. To add to the mix, Black “Friday” is stretching out to last a month, according to Google. Although CPCs increase during the holidays, keep in mind that the potential for revenue growth is substantial.

Rethinking holiday KPIs

You might have been able to hit your 3-to-1 ROAS goal in July when CPMs were $5. However, come November, this may be unrealistic as CPMs increase by 2 or 3x. Proactively adjust efficiency expectations to avoid missing out on the increased order volume opportunity. Instead of aiming for a strict efficiency goal, consider optimizing to a volume target, perhaps with a cap on minimum ROAS, or cost-per-engagement you’re willing to accept for any given segment of your program.

Holiday media budget framework

Most of the year, digital media budget pacing can be fairly consistent. However, during the holidays there are major shopping days, promotional events, and changes to customer behavior. The goal for holiday budget pacing should be to optimize spend for the highest revenue-per-impression (RPI) days, rather than to spend the budget evenly from day to day.

Further, the fewer constraints placed on budget allocation, the better performance will be. Rather than enforcing strict budgets between ad networks, regions, brands, or products, set targets and enable your team to make investment decisions based on performance in real time.

Holiday shopping behavior is unlike any other time of the year. We hope these well-thought-out rules can provide a budget planning framework to gain maximum traction this holiday season.


About the Author

sarahSarah 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.

Click here to schedule a free demo of the Creative Optimization platform today.

Calling All Social Geeks! 2nd Annual Biggest Social Geek Contest Launches Today

By August 17th, 2015

Do you spend your days creating and optimizing social marketing campaigns? Are you focused on ROI, CPC, CPM, CVR, CPLC, and a million other acronyms? Do you regularly find yourself on Facebook, Twitter, LinkedIn, or Instagram – all for work?

If so, you could be the 2015 Biggest Social Geek!

We’re looking for somebody who lives and breathes social media advertising. Test your social savvy by challenging yourself to our 20-question quiz, which launches today. You could win an all-expense-paid trip to SocialPro in Las Vegas, plus your choice of an Apple iPad Mini, Xbox One, or Sony PlayStation 4.

Ready to get started? Play Biggest Social Geek now!

Marin Social Integrates with Instagram

By August 6th, 2015

One of the fastest-growing major mobile properties, Instagram is home to an engaged and authentic community of over 300 million users. Each day, they share an average of 70 million photos and give out 2.5 billion likes. But more than that, Instagram is a deeply meaningful part of their lives. Of Instagrammers aged 13-24, 53% credit the platform with helping them define who they are.

Instagram is a place to be visually creative, to find inspiration, and to share unique perspectives. And it’s also an exceptional opportunity for social advertisers. In fact, 68% of users aged 13-24 say they interact with brands regularly, either by looking at photos, liking content, following a brand, visiting its website, or engaging in some other way.

That’s why we’re so excited to announce that Marin Social is integrating with the Instagram Ads API, to extend our cross-channel and cross-publisher support to this growing mobile property.

Integrating with the Instagram Ads API

Since gaining access to the newly developed Instagram Ads API, our engineers have been busy building an integration. And now we’re pleased to be working with a handful of customers to test brand awareness and direct response campaigns.

One such advertiser, NET-A-PORTER, uses Instagram to promote fashion events with top industry influencers. Instagram has proven to be a powerful channel for building relationships with existing customers and reaching new audiences who are interested in luxury brands.

“The Instagram Ads API allows us to target a very specific European audience within 24 hours of our events,” said Helen McGee, Head of Marketing, International, NET-A-PORTER. “With Marin’s support, we drove awareness of our brand, and are better able to share exceptional fashion content with our customers.”

A Panoramic View of Social Performance

Marin Social support allows brands and agencies to easily create, test, and optimize their Instagram campaigns. Even better? Instagram campaigns can be managed conveniently alongside Facebook and Twitter, so advertisers gain valuable performance insights and management efficiencies across their entire advertising program.

We look forward to working with more advertisers once Instagram moves to their beta phase, so keep an eye out for future developments. Oh, and make sure to follow us on Instagram!

More Information

Instagram for Business
Instagram for Business Blog
Facebook IQ Study on Instagram

How to Get the Most Out of Sequential Advertising on Facebook

By July 14th, 2015

If you’re already using a sequential advertising strategy, you know it’s a series of ads or messages that build on each other to engage users. Each message and engagement informs the next one, so that you essentially create a story – and dialogue – with your audience.

Facebook’s Sequential Evolution

Facebook has diversified into a full-funnel advertising solution, with support for a wide variety of ad types and targeting options. As a result, advertisers can now run sophisticated and sequential marketing campaigns that combine the best of social, mobile, and video all in one place. Here are just a few reasons we love sequential advertising strategies on Facebook:

  • They extend your campaign. Switching from a one-time ad tactic to a multi-phase ad strategy over the course of several days gives you more ways to tell your story and build your brand, all while guiding users down the funnel.
  • They work across devices. Intelligent targeting and retargeting means you can reach high-value audiences as they move from device to device.
  • They leverage video video video! Facebook averages more than 3 billion video views per day, so using video ads as part of a sequential advertising strategy can help you capitalize on a widespread consumer behavior.
  • They are customizable. It’s easy to choose objectives and creative types that best suit your business goals, and control the sequence of your ads.
  • They can be incredibly effective. Advertisers who utilize sequential advertising strategies often see increased conversions and brand awareness at a lower cost.

In particular, sequential ad strategies can be great for driving sales, increasing brand awareness and equity, launching a new product, or promoting an event. Let’s consider an example from DS that focused on those last two objectives.

DS Drives Impressions and Accelerates Engagement


DS Automobiles recently spun off from their iconic parent brand, Citroën, coinciding with the launch of their fifth-generation model car. They wanted to make a splash for the DS brand name, so they decided to live-stream a launch event around the world. To promote their brand and event, they turned to Facebook.

DS executed a sequential advertising strategy in three phases:

  1. 1. Pre-launch teaser video: DS leveraged Reach & Frequency targeting to reach users at scale with an exciting teaser video.
  2. 2. Live-stream launch event: Next, DS took advantage of Remarketing Audiences to re-engage users who watched the first video. They did this by showing an ad linking to the live-stream launch event.
  3. 3. Post-event video replay: Finally, they ran additional ads to showcase a video replay and reinforce the DS brand.

The result? Over 36 million impressions, nearly 8 million video views, a highly engaged fan base, and a successful launch event. Read more about it here.

As you craft your sequential advertising strategies, experiment with the sequence of your ads and creative types. For example, you may find that your campaigns perform best if you run a video ad first instead of a page post link ad. Next, use reporting to help you test and optimize as you go along. And above all, keep your business objectives at the center of all your decisions.

8 PPC Campaign Optimizations Brands Should Do Now from US Search Awards Judges

By July 8th, 2015

Each year, the US Search Awards recognizes the best and brightest brands among the world’s leading search and digital agencies and professionals. We compiled advice from eight of this year’s judges on what every brand should do to optimize their PPC campaigns.

This year’s awards will take place at Paris Las Vegas on Wednesday, October 7th. For more information and to enter, visit the US Search Awards website.


Diane Pease

Inbound Marketing Manager, Cisco Systems | @DPease

Monitor Your Extension Performance

With all the hype around ad extensions, we can sometimes get caught up in “extension excitement” – putting site links, callouts, and location extensions on our ads to provide a better user experience. But it’s important to monitor the performance of your extensions, to ensure they’re really working for you in the way you want them to. Create a reminder – and check on a bi-weekly basis. If you have an extension that’s not performing, make adjustments or try removing it. Extensions are a great way to expand your ad, but they need to be monitored.


Matt McGowan

Head of Strategy for America’s Advertising, Google | @Matt_Mcgowan

RLSA. Do it. It amazes me how many clients don’t add the tag to their sites. For free, you can bring together intent, context, and audience to help your business drive sales and leads with great ROI. With remarketing lists for search ads, you can modify bids, ads, and keywords for past site visitors. For example, people visit your sports apparel site to check out available styles, and look at the shoe section of the site. You could add these shoppers to a “Shoe category” list. Then, the next time they search for running shoes on Google you could bid more for them. More here.


Richard Gregory

UK Industry Expert | @Smartrich

You absolutely have to be leveraging Gmail Sponsored Promotions (GSP) these days. At a recent SAScon event, Larry Kim highlighted the low CPCs that early adopters of the format have benefited from. One great tip is to run a campaign targeting Gmail accounts containing newsletters from your competitors, remembering to negative your own keywords to avoid upsetting existing customers.


Jim Banks

Global Head of Biddable Media | @Jimbanks

Anticipate the device your users will be on and have ads that reflect that context. If someone is on mobile, then having the CTA as “Call” or “Tap” will get higher CTR (TTR – Tap Through Rate) than “Click”. Dayparting is now a 168-hour a week function, and device, location, and time of day/day of week will help or hurt more than keyword, bid, or ad.


Lisa Williams

Digital Marketing Strategist, Author, Speaker, Networker, and Columnist; Sustainable Digital Marketing | @SEOPllyAnna

Look at the performance of high-volume, general PPC ads and test the content for titles and meta descriptions. For example, the shipping message “same day shipping” performed better in Paid than the message “fast shipping”. Test the better performing message CTR and conversion to see if you get lift in Organic Search the same way you did in Paid Search.


Matt Umbro

Senior Account Manager, Hanapin Marketing; Founder of #PPCChat | @Matt_Umbro

In order to quickly find keywords that are costing too much and not providing enough (or any) conversions, create an automated rule. I’ll generally create a rule that runs weekly and looks at the last 30 days’ worth of data. I’ll set the rule to identify all keywords that have seen at least 50 clicks and zero conversions. I’ll have these keywords emailed to me so I can choose whether to change my bids, pay particularly close attention to the search queries, and/or pause the keywords all together. You can adjust the filter as you see fit, but this rule helps to easily find poor performing keywords.


John Gagnon

Bing Ads Evangelist | @Jmgagnon

To bid or not to bid? Bid. And, there’s finally concrete data. Bing Ads completed a study measuring the number of clicks a brand received when they were the top organic spot alone, versus the top organic spot plus the top paid ad.

After looking at three million impressions on brand searches for retail during 2014, the study found advertisers saw an incremental 31 clicks for every 100 brand searches when a paid search ad was used in combination with the top organic result. That’s huge!

Only 11 of those clicks would have been received anyways. Adjust your CPA lower by about 18% to account for the overlap – and you have a concrete strategy for bidding on your brand terms.


Jonathan Beeston

Owner, Beetsonomics | @Beeston

If you’re a retailer, then of course you’re running Shopping campaigns. But your campaigns will only be as good as the product or inventory feed that powers them. Spend as much time optimizing your feed as you would any other part of the campaign, making sure you have the right imagery and search-friendly titles. As you can use the feed with Bing Shopping Campaigns (now in beta), Facebook Product Ads, and Google Shopping, the optimization will pay off more than once.

The deadline for submitting an entry to one of the 22 categories in the US Search Awards is the 17th of July, so download the entry form today and you could be a worthy winner at the glittering Las Vegas event in October during Pubcon!

Why You Should be Using Facebook Dynamic Product Ads

By May 26th, 2015

Marketers with large product catalogs know it can be difficult to scale and maintain advertising across so many different items. Add a seasonal sale or promotion to the mix, and it gets even more complicated! On top of that, there’s always the question of performance, and how to reach audiences who are most likely to convert.

While search marketers can rely on a combination of dynamic remarketing and shopping ads, social marketers have largely been left to their own devices. Now that’s changing with the advent of Facebook Dynamic Product Ads (DPAs).

DPAs bring together the best of dynamic remarketing and product advertising. They work by displaying dynamic, highly personalized retargeting messages to users who have already demonstrated strong purchase intent based on the products or pages they viewed on your website. This is a great way to automatically promote relevant products from your entire catalog across any device. In particular, DPAs are a powerful tool for advertisers in the retail and travel industries.

For example, let’s say you’re a retailer with a huge product catalog, and you want to reach customers who have already expressed interest in your new summer collection. Using DPAs, you can quickly create dynamic templates that pull from your product feeds. Users who browsed your website (viewing certain items or adding them to the shopping cart) would later see highly personalized Facebook ads promoting relevant products with the latest price, making them much more likely to convert.

Marin clients on our upgraded social platform can also enjoy:

  • Ad previews
  • Performance reporting at the product level
  • A streamlined, four-step workflow
  • The ability to search product feeds
  • Automated budget reallocation

For more information on Dynamic Product Ads, including video shorts and FAQs, visit Facebook.

Facebook Ads: Using Website & Conversion Data to Build Lookalike Custom Audiences to Target Relevant Prospects

By February 4th, 2015

Facebook is one of my favorite channels to advertise on because there are many different levers you can use when it comes to targeting and reaching the right prospects for your business. To imagine that there’s 1.35 billion monthly active users that I can target with my ads makes me feel like I have the world at my finger tips.

Most marketers are familiar with Facebook’s basic targeting capabilities using interests and demographic data, but what if you could target people who have characteristics that are like the people who visit your website or even better – the people who are likely to make a purchase or fill out a form? Say hello to lookalike audiences, a marketer’s new best friend. By building a lookalike audience, you can target and reach some of the most relevant prospects for your business.

In this post, I will quickly walk you through how to build lookalikes based on your website and conversion data, two objectives with minimal risk that has proven success in the campaigns I’ve run.

Part 1: Basic Setup

1. Go into Facebook’s Ad Manager and navigate over to the left side navigation and click on Audiences. If you are completely new at this, Facebook will guide you step-by step.

2. If you haven’t yet, there are two pixels you will need to install:

Custom Audience: You need to place a custom audience pixel on all pages of your website. You can go here for more information on where to find the code, if not already presented to you in step one:

Conversion Tracking: You will need to place a pixel where your conversion events are captured. Go to the left side navigation and click on Conversion Tracking, then navigate your mouse over to the upper right hand corner and click on the green button to Create Pixel.

Part 2: Create Custom Audiences

If you only want to create lookalike audiences based on your conversion tracking pixels, you need to first setup the tracking pixels and skip ahead to: PART 3: CREATE LOOKALIKES USING FACEBOOK CONVERSION DATA & WEBSITE CUSTOM AUDIENCES.

If you want to create lookalike audiences based on your website visitors, you will first need to create custom audiences for all -or specific sections of your website, so please continue reading.

1. To begin, make sure you’re in Audiences then navigate your mouse over to the upper right hand corner and click on the green button to Create Audience > Custom Audience. In the screenshot below, you will see the different option types. I suggest using “People visiting specific web pages but not others” to build out something similar to the following, if you’re looking to target and optimize for conversions:

All Visitors Excluding Career Visitors:
The idea here is to grab the people who are visiting your website because they most likely went there because they are interested in your product and to exclude people who are looking for a job.


Conversions (Example: Shopping Cart Confirmation, Registration Completion, Download Confirmation)
You want to create a bucket to capture all the people who have converted on your website. When you create a lookalike audience based on this custom audience, you can find other people who have characteristics that are likely to be interested in your product with a higher probability to convert.

Part 3: Create Lookalikes Using Facebook Conversion Data & Website Custom Audiences

Once you’ve setup your conversion tracking pixel and completed creating your custom audience segments, you can build a lookalike audience. To do this, navigate your mouse over to the upper right hand corner and click on green button again to Create Audience > Lookalike Audience. In Source, populate it with one of the segments you created and choose the level of similarity to your source. I typically select the lowest level because it’s less risky and most similar to your custom audience. When complete, continue to build out a lookalike for each custom audience or conversion tracking pixel you desire.

Note: If you decide to create both website conversion and conversion tracking pixel lookalikes, you should note that the two may overlap. The difference between the two is using the Facebook conversion pixel as a source will allow you to target the lookalikes of people who converted through your Facebook ads versus targeting lookalikes of everyone who converts on your website no matter what source they come from. To prevent that overlap, you could exclude those who come from Facebook Ads at the custom audience level, if your URL parameters are consistent, to filter it out. Example:


Facebook says “Keep in mind it may take 6 to 24 hours for your Lookalike Audience to be created. After that, it’ll refresh every 3 to 7 days as long as you’re still actively targeting ads to that audience.”

If you’re interested in more posts about lookalikes and use Twitter Ads, I did a post on 3 Creative Ways to Use and Target Lookalikes Using Twitter Ads that you may want to check out, too. Happy marketing!

4 Tips for Managing Your Settings for Group-Level Targeting in Facebook Campaigns

By November 17th, 2014

In early October, Facebook announced the second phase of their migration to a new campaign structure for advertisers. These campaign structure updates are being rolled out in order to make Facebook campaign management and reporting easier and more insightful for advertisers. As part of the migration, all targeting, placement and bid settings will be moved from the ad to the ad set level for new campaigns created within Ad Manager or Power Editor.

To help get advertisers up-to-speed on the November 14th settings update, we have provided three quick tips to consider as you begin to manage your Facebook campaigns with the new group-level targeting settings:

1. Set up campaigns based on advertising objectives

Facebook offers a variety of campaign objectives for which you can base your campaign taxonomy, reporting and optimization efforts around. Example campaign objectives provided by Facebook include clicks to website, website conversions, and page post engagement. In addition to these “out of the box” Facebook objectives, many advertisers optimize towards revenue based objectives like ROI, ROAS or profit margin by integrating their sales revenue from first or third party sources into our system and tying to back to campaign spend. Regardless of the desired goal, advertisers should make sure they organize their campaigns around the specific business outcomes they expect to drive with their investment.

2. Create a group for each audience so you can test and optimize audiences separately

For Facebook advertisers, audience-focused marketing means separating each audience segment into individual groups, and optimizing towards the ROI of each segment. To implement this new group-level management strategy in Marin, advertisers should keep all other group settings consistent. That way, if one group performs better than another, they will be able to correlate the performance back to the targeting as opposed to another factor such as a higher bid. This approach will help determine the most responsive audience and reduce the chance of your ad sets competing against each other for the same audience.

3. Optimize top performing placements

Facebook app usage on mobile devices has continually increased every quarter ordering to the company’s public investor reports. In fact, more than 83% of Facebook users now visit the app via mobile devices every month. With this in mind, advertisers should ensure that they take advantage of all of the placement opportunities Facebook offers, especially mobile placements. The new group settings changes present new opportunities for managing placements in our platform. Depending on their needs, advertisers can target more than one placement for each group in our system in order to maximize delivery. Alternatively, advertisers can target one placement per group to see which one drives the best results.

4. Create multiple ads to optimize creative

In order to drive optimal performance, Facebook advertisers should regularly test and iterate creative attributes like image, title, and description in order to understand the which attributes resonate with each audience segment. We recommend creating a small variety of ads with variations in order to test against each audience segment you have created in Step 1. Then, place the creative variations in each audience-focused group. Finally, use your platform’s A/B testing feature to understand the “winning” and “losing” creative based on your test criteria. Iterate the winning creative further and conduct additional tests within each audience-themed group.


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