Lead generation ads have many benefits, and are a great way of connecting with the people most likely to want your products. Looking to get even more qualified leads? Then lead gen ads are for you. Here a few things to keep in mind to get the best results and yes, “win big.”
A good way to maximize the effectiveness of your lead gen ads is to drive users to helpful content, such as….
A blog article. In the lead gen ad, provide a teaser to the content. Then, redirect the user to the actual article to continue reading and dive into the details.
A PDF: Have a piece of content you know your audience will love? Give them this gift by way of a lead gen ad. For example, if you run an online casino, provide them with a PDF guide on online gambling that includes useful advice to make them more confident in using your site.
A specific offer: Your existing clients might just love something tailored specifically to them. Think retention. Are you an
e-commerce site with promo codes for customers? A lead gen ad could be the solution, as it has the sense of ‘unfolding’ something that’s just for the individual consumer.
It may take you some time to put continued flow into action on your website, but once you do this—and once you’re whitelisted by Facebook—then users will be able to simply fill in their details into the lead gen ad on Facebook and won’t need to complete them again when they’re redirected to your site. This greatly improves the user experience.
Some of the details, such as the user’s name, are pre-populated in the lead gen form. After the user fills in the form, they’ll be redirected to your website, where not only will their name already be filled in, but any other required fields will also be pre-filled to avoid any redundancies between Facebook and website forms.
This all works seamlessly because of Facebook’s Continued Flow. Note that you’ll need to implement the Continued Flow API to make sure the flow works, and to ensure a smooth user experience with no need for the user to repeat actions. (It’s kind of like being transferred during a phone call and not having to explain things all over again.)
Like most online channels these days, mobile’s winning. Lead gen ads are no exception, and mobile placement tends to have better delivery and results.
For desktop ads, be sure to keep in mind that most browsers have pop-up blockers, so desktop users may not be redirected to your website. In this case, there goes your lead. And, due to security upgrades in modern browsers on desktop, it’s hard to bypass these blockers.
Since Facebook must currently live with these blockers, Continued Flow won’t work on desktop. For best results for your lead gen ads, focus on mobile.
Make sure you’re taking the fullest advantage of your engaged lead ad audiences. Depending on traffic and results, run a retargeting campaign simultaneously.
Note that when you’re analyzing performance, look at blended CPAs to understand the real costs of your campaign.
There are several complementary efforts you can launch to amplify the effectiveness of your lead gen ads.
Link the lead form data directly to your CRM system. Facebook integrates with several great providers, giving you the ability to send user data directly to your CRM system. From there, you can support your lead gen initiative with email or SMS campaigns. And, even if you decide not to launch a side campaign, you can still more easily download your new leads with a CRM integration.
Use email marketing. It’s a common practice for gambling companies to decrease their CPA by running email marketing campaigns to retarget users gained on Facebook. Why is this? These companies have a particular user funnel that involves a couple of conversions until they achieve the result of ‘getting the player’.
Other markets can greatly benefit from this, too. Consider running email marketing campaigns to support your lead gen ad efforts. Again, look at blended CPAs and the particular value this would have for you.
All in all, there are plenty of opportunities to implement lead gen ads for your business and make your campaigns more successful. To find out how Marin can help you put lead gen ads into action, contact us today.
This is a guest post from Sarah Burns, Content Manager
at Boost Media.
Arguably the most engaging ad format available on Facebook, the video carousel is growing at a rapid pace. Since Facebook first evolved the format by giving advertisers the option to display video in the carousel ad in fall 2015, advertisers have seen success with lower cost per click and increased traffic.
Showcasing video as a creative option can bring sight, sound, and motion to help advertisers improve both their brand and direct response objectives. You can exhibit any combination of up to 10 photos or videos, but only five cards will appear at a time. Video carousels provide not one, but many opportunities to engage with customers.
Having more images, videos, and links in a single ad opens up new opportunities to talk about your business and reach your audience. You have several creative ways to get the attention of potential customers with video carousels:
A good place to start when generating creative ideas is reviewing past performance of organic Facebook posts. Has there been a particular piece of content you’ve shared in the past that performed really well?
Another good source of creative ideas is your content or marketing calendars. You can create Facebook ad campaigns and ad creative to support your brand’s events and product launches, play off of industry events, and capture attention related to seasonality and holidays.
Remember, the point of running Facebook Ads is to reach a larger audience than your current follower base, so all creative needs to be tested, even if something similar has performed well organically in the past. What works for one audience in one context may not apply universally. Once you find what works, continually discover new concepts to explore with Facebook creative.
Sarah 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.
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.
How do you get your product feed in front of as many eyes as possible? Are you using Facebook Dynamic Product Ads? Just Google Shopping? Do you have an effective social prospecting strategy? Do you know how to get your product ads in front of people who’ve never seen them before?
If your answer to any of these questions is “meh,” then this blog post is for you.
There are two ways to get your products in front of potential customers on the web today:
If you’re a retailer, it’s in your best interest to blast your product feed far and wide to make sure your product is available whether a potential customer is searching for it on Google or Amazon, or browsing the Yahoo News feed. Heck, maybe they just need a reminder that they didn’t complete their purchase of those cute red pumps.
The obvious next question is—how do I ensure my product is reaching all my potential customers across the many channels and publishers on the web? Full-blown shopping capabilities allow you to get your products in front of millions of customers through all the major paid avenues—and all the leading marketplaces like Amazon and eBay—from a single product feed. This is the easiest way to execute a true “omni-channel shopping campaign.” (Request a demo to find out how we can help you do this.)
Facebook Dynamic Product Ads (DPA) help you promote relevant products to shoppers browsing your product catalog. Once they’ve visited your website or mobile application, you can retarget them on Facebook with the specific products they showed interest in, dynamically displayed with information from your product feed (price, name, in stock or not, etc.).
There are several great things you can do with DPA:
Here’s how this works.
Suppose a shopper buys a pair of designer shoes online, and then they see an ad for handbags from the same designer. By showing products related to what a customer orders, you increase your average order value and customer lifetime value. Upsell and cross-sell campaigns automatically extend the reach of your campaigns, and increase the chances of selling relevant incremental products.
With a prospecting campaign, you can offer products from your catalog to new audiences most likely to use your products (by way of a Facebook algorithm or dynamic ads across the web). This feature is meant to give you an optimal workflow—one that allows you to bulk-edit ads and duplicate DPA campaigns for retargeting, upsell, or cross-sell, all in one function.
So, for example, instead of having four separate campaigns and workflows, you can create just one workflow that handles everything you would’ve included in those disparate campaigns.
A small number of Facebook partners (including Marin) can edit product sets, add URL tags, choose creative templates, and see full previews as you make selections. These features have excellent workflow capabilities, so they deliver both fantastic targeting and ease of use. Contact us to learn more.
Having shopping campaigns on both Google and Facebook catapults the power and performance of your product feed. Do you have the time and resources, though, to manage your shopping campaigns on two different platforms?
If you do, you should definitely include your product feed on both channels to extend your reach. If you don’t, Marin’s Smart Sync for Shopping feature automatically clones and syncs your shopping campaigns from Google to Facebook, eliminating the need for lengthy IT support. With Marin Display, you can use your same product feed to run prospecting campaigns to those outside Google and Facebook.
Even more powerful than Google Shopping or Facebook DPA alone, omni-channel distribution allows you to advertise across a wide array of channels and publishers—native, search, social, eBay, Amazon shopping…the list of both paid and non-paid platforms goes on.
To wring every last drop of value from your product feed, you should showcase it through as many online venues as you can. You should also make sure you’re constantly optimizing your feed for the greatest possible returns.
Retailers who combine all of the above functionality with display retargeting can boast of having a full cross-channel solution, one that automatically puts in overtime to expand your reach and boost revenue. Make sure you’re taking advantage of all channels, and heighten your brand effectiveness in time for back-to-school and the Q4 holiday season.
Digital advertising is a fast-evolving organism. For retailers, this means constantly looking for new ways to meet and exceed business goals. Promoting your product catalog across channels is a powerful way to upsell existing customers and for finding new ones. To learn more about how Marin can help, request a demo.
According to the Association of National Advertisers, 63% of advertisers planned to increase their budgets for native advertising in 2015, expanding spend to $10.7 billion, an impressive 150% increase over 2013. The concept of native ads has been around for decades in print, but the advent of digital advertising has seen them become even more pervasive. As native continues to rise, there’s no better time than now to take advantage of its ability to connect and attract the attention of your target audience.
To get the most out of native ads, follow these best practices.
In order to get the right message to the right audience, marketers must select the most appropriate channels. The commercial content must be fully immersed in the look, feel, and emotional tone of the site; it’s a simple but critical concept. Aesthetic and tonal cohesion is vital for you to consider when you decide where to communicate your brand message via native ads.
The content you share needs to add value to the lives of the consumers that view it. In one Yahoo Food case study, users were appreciative that sponsored articles helped them do exactly what they came to Yahoo Food to do: learn how to cook, learn about new types of food, and create variety in their culinary chops.
Within a content environment, lead with content, not the hard sell.
Yahoo recently had a brand sponsor highly engaged sports content during a large sporting event. When a more prominent brand logo was included in the ad, this mobile native advertising campaign yielded better results. Additionally, consumers shared that they appreciated the transparency and clarity. They were also significantly less likely to feel duped versus the original ad, which only contained minimal branding.
If you missed it, we suggest you check out the recording of our joint webinar with Yahoo to learn more about how to get the most out of native advertising. You can also download our white paper, The Essential Guide to Native Advertising: The Rise of a Digital Ad Format and Best Practices for Commanding Audience Attention.
There’s been a lot of debate as to the exact definition of native advertising. Still, there is general consensus in the industry that the definition from the IAB Native Playbook is on point: “[Native advertising refers to] paid ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong.”
Despite the debate around native advertising’s definition, one thing’s certain: there are many great ways for advertisers to incorporate native into their advertising mix.
Here’s a brief summary of some of the most popular native formats and the leaders in each, according to the IAB Native Playbook.
In-feed ads are the most popular form of digital native ads. These are ads that generally have content that’s related to the surrounding content and is contextual. They can either link to other sponsored pages on a publisher’s site or may link to a brand page, video, or other content. Publishers most commonly sell these types of ads either through guaranteed placement on a certain page or through a broad category, such as “sports” in Yahoo. Ad performance is most often measured through brand lift, CTR, and conversions.
Paid search native ads blend into the native search results on the publisher SERP. They are generally located before the actual search results, and the format depends on the individual publisher, as each one has their own style and layout. These ads link to the advertiser’s landing page and are typically sold with guaranteed placement. Performance for paid search native ads is measured by conversions.
Recommendation widgets are the most similar to traditional display ads. The format of the ad does not necessarily match the native of the page that it’s on, and the ad is delivered through a “widget.” As the name suggests, these ads are presented to consumers as content they may be interested in and links to separate pages. The performance of these ads is usually measured through brand lift and interaction.
There are many other native formats that are not easily bucketed and unique in their own way. However, just because these ads don’t fall under one of the more recognizable formats doesn’t mean they’re not effective. A prime example of this is Pandora. With radio station ads displayed across devices and even in ads on connected cars, they’ve reached the number two spot in terms of total digital unique visitors, second only to Facebook.
To learn more about native advertising and how you can use it to attract audiences, check out our latest white paper, created jointly with Yahoo, The Essential Guide to Native Advertising: The Rise of a Digital Ad Format and Best Practices for Commanding Audience Attention. Also be sure to register for our 9/24 webinar, Your Guide to Native Advertising: Best Practices for Commanding Audience Attention.
Rich Media advertising is a form of advertising that utilises an array of interactive digital media, including streaming, video and audio. It represents a powerful creative opportunity, allowing campaigns to deliver far greater impact. This blog aims to understand the differences between more familiar ad types and to highlight the benefits of Rich Media ads.
Familiar ad formats include text ads and standard display ads, either static or animated using tools like Flash, typically having only one interaction. Rich Media ads are more complex and allow for greater creative freedom.
Not to be confused with Sitelinks for natural search, when enabled in an AdWords campaign, Google Adwords Sitelinks will display additional links underneath a standard text ad, and are used to drive clicks to deep content on your website. Typically Ad Sitelinks will only be served below text ads with higher-than-average CTR, position and quality score such as a creative served when a user searches one of your trademarked brand terms or a domain name that you own. Sitelinks are useful for messaging new promotions, driving traffic to high-converting content, and creating exposure for areas of your site that do not rank high in natural search.