How to identify potential opportunities for client success

Client services is more than just the day-to-day running of client accounts. A key skill that is essential for being a great account manager is being able to strategically direct your clients to ongoing success.

Understanding how internal and external factors can impact your client will help you to identify potential opportunities for them, and help you to lead them from strength to strength. Two tools that we use in the Client Services team at Branded3 to help identify areas of opportunity are SWOT and PESTLE analysis.

These techniques can enable you to get a full view of your client and the industry that they operate in, and will not only provide insight into areas of opportunity but also shed light on any areas of weakness that could affect their account.

SWOT Analysis

Strengths, Weaknesses, Opportunities, and Threats are the four pillars that you should always be monitoring as an Account Manager. When conducting SWOT analysis, it’s beneficial to evaluate performance, client relationship, competitors, and landscape changes when looking at each of these areas.

It’s recommended that you set up and maintain a document tracking these factors, as doing so will give you a well-rounded view of the account. Hopefully, with intervention from yourself and your team, the different areas will change constantly.

Let’s break down what each of them mean:

Strengths: Assessing the positive aspects of your account will showcase the advantages that they have over competitors. This is something you should ensure is protected, and look for opportunities to maximise and retain these strengths.

Weaknesses: Weaknesses should also be evaluated, so that you can analyse any potential improvements that could be made to your account. When you’ve identified the issues and the solutions, present a plan to your client on implementing strategy accordingly.

Opportunities: This section of your SWOT analysis will be populated with actions from the other sections that you have completed, but can also be used to outline short, medium and long-term goals for the account. Being aware of any potential changes taking place with your client such as mergers, acquisition, and changes in product or service offering will provide you with initial possibilities for adapting your strategy to maximise the account, and identify other opportunities for success.

Threats: The final part of your SWOT analysis is assessing likely threats to your client and your strategy. Any threats you identify can be used to create protective strategy opportunities to minimise the risks.

PESTLE Analysis

The second tool that we use to outline opportunities for our clients at Branded3 is PESTLE analysis, which looks at external circumstances that could affect the level of success for your client.

Not all components of PESTLE analysis will be applicable to every client at any one stage, but this is another working document that will change as time goes on and the client progresses. The six pillars of PESTLE analysis are:

Political: These are the political factors that may impact a specific industry, the economy, or the country as a whole. Understanding the political factors that may affect your client is vital in ensuring your strategy’s success. Political changes can impact a multitude of industries simultaneously, and contingencies should be identified in preparation. An example of this that has affected some businesses is Brexit, and how it has created uncertainty for international operations that they currently have with the EU.

Economic: Any change in the economy needs to be factored into your client strategies to make sure that there are no unforeseen effects on your client, and, ultimately, your agency. If the economy impacts your client, the likelihood is that it will impact their budgets, and therefore your project overall.

Social: Social factors can impact your client and their performance. Any changes in demographics or cultural trends can influence how consumers purchase, and this could affect your client’s success. As such, having your finger on the pulse when it comes to social changes and movements is important for success.

Buying habits can change in in a number of ways. As an example, a recent study conducted by PowerReviews found that 38% of consumers used Amazon for product research, in comparison to 35% using Google. This could influence digital marketing strategies that you are implementing for clients, and illustrates the importance of having awareness of social factors that could affect the success of your client.

Technological: Technology is constantly evolving, especially in the Search industry, so fully understanding technological changes and industry updates is imperative for ensuring a successful project for your client.

Legal: Laws and legal legislations are always subject to change, and this could impact the way that your client can conduct their business. Keeping up to date with consumer laws and other legal influences that could affect your client will ensure that you are able to adjust any strategies accordingly.

An example of a business that was affected by legal factors is Tesco, and the changes to consumer laws in reference to product pricing changes. This affected their reputation and overall success. Making sure that you and your client are aware of any changes to legislation that could influence them or their customers is imperative in order to be successful as an Account Manager.

Environmental: These factors concern the environment, including climate, weather and global changes that could impact your client and the industry/sector that they operate within. These factors can obviously affect specific sectors such as holiday and travel companies, but other environmental factors such as regulations on carbon footprints and recycling can impact any businesses social responsibility policy. This can have a knock on effect on the day-to-day running of the business in terms of business messaging used in marketing practices.

Having a full understanding of how each of these areas could affect your client can present a range of opportunities to adapt your current strategy, develop your current project into additional or new areas, and ultimately steer your client to further success.

Using both SWOT and PESTLE analysis in unison improves the quality of your account management, we also explore three other skills that you need to be a successful Account Manager here. Using these skills will ensure that no opportunities are missed, and that the potential for client success is maximised.

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Local search statistics – show me stats nearby

This time last year we wrote two posts about voice search – I compiled a list of statistics on voice search and Steve put down his thoughts on what search will look like in 2020 if 50% of queries were voice.

I updated my post throughout the year (with good reason, as it made our top 10 traffic driving pages for us in 2017), and one stat stood out in particular from one of the sources in an article by Wesley Young – that stat was from Cisco.

Growth in the Internet of Things

Cisco estimates connected devices will top 50 billion by 2020, and that number will hit 34.8b this year (2018), an increase of 22%. Smart speaker adoption is a driver in the voice search market, so what will this plethora of devices mean to local search and SEO? Also what does that mean for businesses looking to connect with users at a local level? (Google released 5 new ways  to reach local customers earlier in 2018.)

I thought I’d go ahead and list my top local search marketing statistics to try and find out. As with last year I plan to continually update this post (and, if it makes 2018’s top 10 posts, that would be swell).

Devices

“Google Maps has a market reach of more than 90% amongst Android users worldwide.” – via Statista 

“Mobile searches for ‘where to buy’ have grown 85 % since 2015.” – via Geo Marketing

“Mobile searches for ‘store hours‘ peaked on Christmas Day (it’s the highest day of the year for that search).” via Think with Google

“Nearly 1/3 of all mobile searches are related to location.” via Think with Google

“Nearly 2/3 of smartphone users are more likely to purchase from companies whose mobile sites or apps customize information to their location.” via Think with Google

“The ‘location of things’ market — which enables connected devices to monitor and communicate their geographic location — is expected to reach $72 billion by 2025.” via Grand View Research

“By 2021, mobile devices alone will influence $1.4 trillion in local sales.” according to Forrester via WWD.com

Terminology

“82% of smartphone users use a search engine when looking for a local business.” via Think with Google

“Local terminology searches ‘nearby‘ and ‘closest‘ have dropped 23% in the last 6 months (July 2017 to Jan 2018).” via Google trends (Google put this down to people understanding that searches will be personalised for them: “local relevance is expected, but not always overtly requested”.)

“Over the last 2 years, searches for local places without the qualifier ‘near me’ have grown 150%, faster than comparable searches that do not include ‘near me’.” via Think with Google

“Searches for ‘is it going to rain today‘ have grown 85% in the last 2 years.” via Think with Google (interesting to see here the knock on effect to equivalent searches such as ‘Leeds weather forecast):

Increase in 'is it going to rain today' searches - local search stats

Preferences

“76% of consumers prefer to shop in physical stores during the holiday season.” via Geo Marketing

“Most users will use their smartphone to find store locations (27%), to find deals (18%), compare prices (13%), and research products online (6%). But only 3% plan to use their mobile devices to make purchases.” according to Charge it Spot via Geo Marketing

“74% of mobile bookings are made for same-day check-in.” according to data from Hotels.com

“Nearly 2/3  smartphone users are more likely to purchase from companies whose mobile sites or apps customize information to their location.” via Think with Google

“64% of Americans prefer buying from brick-and-mortar stores because a majority says it’s important for them to try a product in-person.” via Pew Research Center

Online vs in-store

“For large multi-channel retailers, the brick-and-mortar store will continue to make the largest revenue contribution until at least 2026.” via Accenture

“Only 27% of the UK population made an online grocery purchase over the last year and the number of consumers converting to internet shopping is slowing.” via Kantar World Panel

“Mobile searches for ‘where to buy’ for clothing and apparel are increasing. In footwear searches are up 140%, t-shirts up 80%, baby clothing up 125%, bras up 155%, and swimwear up 110%.” via Think with Google

“In beauty products, mobile searches for ‘where to buy’ are also up: face powder up 400%, make-up removers up 130%, fragrances up 440%, haircare and styling up 90%, and lipsticks/glosses are up 630%.” via Think with Google

“In food and groceries, mobile searches for ‘where to buy’ are up for the following categories: condiments and dressings (130%), frozen foods (470%), household cleaners (70%), salt (155%), and soft drinks (50%).” via Think with Google

“In home products, mobile searches are on the up for ‘where to buy’: bakeware (65%), blinds/shades (115%), fencing (180%), bedding (110%), and garden furniture (135%).” via Think with Google

“In toiletries, mobile searches for ‘where to buy’ are up: creams and moisturisers (285%), aromatherapy (40%), exfoliants & scrubs (260%), toothpaste (410%), and waxing & accessories (205%).” via Think with Google

“In toys and games, mobile searches for ‘where to buy’ are up: dolls & accessories up 60%, models up 115%, games & puzzles up 225%, brain teasers up 95%, and radio controlled toys up 20%.” via Think with Google

“55% rate their ability to check in store availability on their mobile device as absolutely critical or very important.” via Salesforce.

“47% rate their ability to locate items in store on their mobile device as absolutely critical or very important.” via Salesforce.

“46% rate their ability to order on their mobile device and pick up items in store as absolutely critical or very important.” via Salesforce.

“Face-to-face in-store spending declined by 2.6% (as of September 2017).” according to Visa consumer spending index via Internetretailing.net

“50% of UK shoppers reported that long lines for the till have played as a contributing factor as to why costumers abandoned their shopping in the brick-and-mortar store.” via Internetretailing.net

“Almost a third (30%) cited shops not having the items they wanted in stock as the reason for avoiding the high street at Christmas.” via Internetretailing.net

“This year, around 90% of global sales will happen in a physical store.” via Google Inside Adwords

Local business listings

“56% of local retailers haven’t claimed their Google my business listing.” according to Brand Muscle via Local Search Association

“82% of businesses haven’t claimed a business listing on Bing.” according to Brand Muscle via Local Search Association

“57% of local retailers are self-managing digital marketing efforts, 25% hire an agency/vendor, and only 18% are managed by corporate.” according to Brand Muscle via Local Search Association.

“Business listings with a website get 25-35% more clicks.” according to Google

“Seven out of ten customers visit a business or make a purchase based on info they found online.” via Google

“More than half of ‘near me’ searches result in a store visit.” according to Mediapost via Streetfightmag.com

“97% of brand marketers say they don’t think their local partners are ready to market to mobile shoppers.” according to Netsertive via Streetfightmag.com

Seen a stat we’ve missed? Tweet me @Mikerjeffs or @Branded_3

Body positivity, Costa Coffee and fast cars – our top 5 PR campaigns of the week

It’s that time of the week again, where here at Branded3 we get together over a cup of tea and talk about our favourite PR campaigns. We’ve seen some great campaigns this week from some of our favourite brands.

Peter DeVito – body positivity movement

Body positivity is a huge conversation at the moment, and photographer, Peter DeVito, has decided to champion this in his latest campaign. With the rise of social media, it’s considered the norm in this day and age to think we need to strive to look perfect.

Peter commissioned a series of art work portraits showcasing untouched images of people with acne in order to raise awareness and champion positivity amongst the public.

He found his models, Elyanna Banes Sanchez and Leia Immanuel through Instagram, after putting out a call to people who were willing to share their skin issues. Peter didn’t retouch any of the photos and made sure they were totally laid bare. He hopes to try and show that acne is normal and something we shouldn’t be ashamed of.

Model with acne

Source

KFC – Gravy Cocktails

KFC have done it yet again and created a really simple but effective PR campaign. The fried chicken retailer has decided to create, yes, you guessed it – a gravy cocktail.

They have created three varieties: a vodka-based Gravy Mary, a mezcal and egg Finger Lickin’ Sour and a Bourbon-based Southern Twist.

We really like this campaign, in fact, KFC have created some highly engaging campaigns recently. Check out last week’s, where they created a new meal off the back of the Bitcoin conversation.

Costa – Water UK and Refill Bristol launch national drinking water campaign

Everyone’s favourite coffee retailer, Costa, has become the first business to sign up to Refill Bristol and Water UK. This will mean they will be joining other businesses across the UK to provide refill points for people to fill up their water bottles.

This is in an effort to cut down on plastic, and Costa plan to offer free water in all of their 3,000 Costa Coffee and Premier Inn locations. We think that this is a great CSR campaign and a really honourable movement from Costa. We’ll definitely be filling our bottles on our next office coffee trip.

Swiss International Air Lines – billboard activation

Swiss International Air Lines used a billboard activation to deliver snow on demand. The billboard in Kings Cross shoots snow when someone tweets with the hashtag #SnowNow. This is to mimic the way that they believe their audience book their trips, last minute and online.

Swiss International Airlines' snow on demand

Source

Passers-by will receive £25 off their next flight with Swiss International Air Lines and will also be entered in to a draw to win one of five return flights to the Alps.

This is a great creative campaign and branding exercise carried out by the airline – our London office will definitely be swinging by Kings Cross this week.

Audi – Ski the World

Audi’s latest advert generated quite a lot of PR coverage this week. The advert, Ski the World, features 35-year-old French ski champion and filmmaker Candide Thovex. He was filmed travelling to lots of different locations across the globe.

The advert which some are saying is as good a quality as a film, sees the champion skier visit countries who don’t have any snowfall. This advert is a great use of endorsement from Candide and a clever way to increase PR coverage.

For further successful PR campaigns, check out last week’s post which looks at campaigns from KFC, Airbnb, Missguided and more.

Facebook Ads Guide: 55 Custom Audiences to Target People Ready to Act

Multiple factors contribute to whether your Facebook advertising campaigns succeed or fail. Copy, imagery, optimization, bidding, placement, and countless other factors all matter. But nothing matters more than targeting.

In order to have this consistent, dependable success, you need to graduate beyond interests, which is best for top-of-the-funnel targeting. For sustained middle and bottom-of-the-funnel results, it’s imperative that you master warm targeting with Facebook Custom Audiences.

Custom Audiences began as a simple concept, launching with the ability to target current customers by email address in 2012. It’s nearly six years later, and advertisers have a cupboard full of ways to target customers and those who engage with them — both on and off of Facebook.

Below is a close-to-complete guide of the ways that you can use Custom Audiences to target warm audiences of people who are ready to act. It’s close-to-complete for a couple of reasons:

1. There are nearly limitless variations you can create based on variables
2. Facebook is constantly adding to these options

But consider this list a starting point. Many of these options are buried, and you’re bound to be exposed to a few for the first time. I encourage you to read through and experiment with the audiences that you can leverage.

[NOTE: I will provide step-by-step background, set-up, and strategy instructions in my Advanced Custom Audience Targeting training course, occurring first on Jan. 30 and Feb. 1.]

Customer File

It’s the granddaddy of Custom Audiences. Originally, this type of audience and “Custom Audiences” were used interchangeably.

Facebook Customer File Custom Audience

With this method, advertisers upload a customer list to Facebook with up to 15 identifiers. Facebook then searches out those same people on the platform. Typically, you can expect anywhere from 30-70% of your list to match up to Facebook users. When you’re done, you can use this to target or exclude users on Facebook.

The primary advantage of creating Customer File Custom Audiences is that those on that list are a customer at some level. They either provided an email address or made a purchase from you. As a result, this will be a valuable list for targeting that can be used for all purposes.

Of course, there are some inherent weaknesses with this method.

First, uploading a customer file results in a one-time, static audience. What that means is that as your customer list updates, your audience doesn’t — at least, it doesn’t without the help of a third party tool. If you don’t update it some way, the audience will be outdated and lose its effectiveness.

Another weakness is that the identifiers that a customer provides to you may not be the same information they provide to Facebook in their profile. Notably, a customer may provide you a different email address than what they publish for their friends. This will make the match rate less successful.

BASIC SPECS

Up to 15 identifiers:

  • Email
  • Phone Number
  • Mobile Advertiser ID
  • First Name
  • Last Name
  • ZIP/Postal Code
  • City
  • State/Province
  • Country
  • Date of Birth
  • Year of Birth
  • Gender
  • Age
  • Facebook App User ID
  • Facebook Page User ID

1. Upload, Copy/Paste, or Import

Using this first method, advertisers can provide Facebook with a customer file consisting of up to 15 identifiers by uploading…

Facebook Customer File Custom Audience

…copying and pasting…

Facebook Customer File Custom Audience

…or importing via MailChimp integration.

Facebook Customer File Custom Audience

2. Lifetime Value Lookalikes

The thought here is that you first upload an entire customer list with up to 15 identifiers, as you would above. But you then include a column for Lifetime Value for each customer.

Facebook Customer File Custom Audience

This list wouldn’t be used for targeting, but instead becomes a source so that Facebook can generate a Lookalike Audience of people similar to your most valuable customers. More on Lookalikes at the bottom.

Website Custom Audiences

And now it gets good. Real good.

Website Custom Audiences allow advertisers to create audiences based on actions performed on the pages of their own website. This is thanks to the Facebook pixel, which is a snippet of code added to your website.

The granularity of the audiences you can create depends partly on the amount of traffic as well as your diligence creating detailed pixel events.

What’s nice about WCAs is that they update in real time, and the match-up rate is high. Below is a sampling of the powerful audiences that you can create.

BASIC SPECS

  • Source: Selected owned pixel
  • Duration: 1 – 180 days

3. All Website Visitors

Facebook Website Custom Audiences

4. Visitors by Device

Facebook Website Custom Audiences

5. Visitors by Frequency

Facebook Website Custom Audiences

6. People Who Visited Specific Web Pages

You can include an entire URL, partial URL, or multiple URLs or keywords. There are a million and one uses for this type of audience.

Facebook Website Custom Audiences

7. Visitors by Time Spent

Not all website visitors are created equal. Focusing on those who spent the most time — though a smaller audience — can lead to amazing results.

Facebook Website Custom Audiences

8. From Your Events: Page View

Assuming you have the Facebook pixel installed on your website with events, the applicable events that have fired will appear for you…

Facebook Website Custom Audiences

The PageView event is one example.

Facebook Website Custom Audiences

9. From Your Events: Purchases

Facebook Website Custom Audiences

10. From Your Events: Registrations

Facebook Website Custom Audiences

11. From Your Events: Adds-to-Cart

Facebook Website Custom Audiences

12. From Your Events: Searches

Facebook Website Custom Audiences

13. From Your Events: By Search String Parameter

In the example above, you can create an audience of people who performed any search on your website. But you can also focus on searches by specific keywords.

Facebook Website Custom Audiences

14. From Your Events: By User Agent Parameter

What operating system and software were people using when they visited your website?

Facebook Website Custom Audiences

15. From Your Events: By Language Parameter

The language setting on someone’s browser can help you surface content to the right people in the proper language.

Facebook Website Custom Audiences

16. From Your Events: By Referrer Parameter

Facebook Website Custom Audiences

17. From Your Events: By UTM Parameter

UTM parameters are tracking codes you can add to the end of links broken down into campaign source, medium, name, term, sq, and content. At minimum, you need to include a source. Here’s an example of such a link…

https://jonloomer.com/?utm_source=newsletter&utm_medium=email&utm_campaign=example_campaign

You can create an audience based on any of these UTM parameters…

Facebook Website Custom Audiences

Using the example link above, we could create the following audience for the “email” medium.

Facebook Website Custom Audiences

18. From Your Events: By Value Parameter

You can create audiences based on the value of purchases made on your website, assuming you’re using the value parameter with your Facebook pixel event code.

Facebook Website Custom Audiences

19. From Your Events: By Currency Parameter

Facebook Website Custom Audiences

20. From Your Events: By Content Name Parameter

Facebook Website Custom Audiences

21. From Your Events: By Content ID Parameter

Facebook Website Custom Audiences

22. From Your Events: By Aggregated Value

Earlier, you saw how you could create audiences based on a single purchase. But you can also do so based on all purchases someone made in aggregate.

Facebook Website Custom Audiences

App Activity

If you have an app (mobile or web) utilizing the Facebook SDK, you can create audiences of people based on their activity within that app. This can be a great opportunity for re-engaging and pushing people further along the funnel.

BASIC SPECS

  • Source: Selected owned app
  • Duration: 1 – 180 days

23. Anyone Who Opened the App

Facebook App Activity Custom Audiences

24. Most Active Users

Facebook App Activity Custom Audiences

25. Users by Purchase Amount

Facebook App Activity Custom Audiences

26. Users by Segment

Segments will be defined by you…

Facebook App Activity Custom Audiences

Offline Activity

Back in 2016, Facebook launched Offline Event Sets, allowing advertisers to provide Facebook with offline data that could then help show whether such sales were influenced by your ads. This was extremely valuable for brick and mortar stores, in particular, who struggled to show the impact of their ads.

About a year later, Facebook followed that up with Offline Event Custom Audiences, allowing you to create audiences of those who purchased something offline.

BASIC SPECS

  • Source: Selected owned event set
  • Duration: 1 – 90 days

27. People Who Interacted Offline

Facebook Offline Event Custom Audiences

28. From Your Events

When you send Facebook your offline data, you include a column that indicates the event performed. This can then be used to refine your offline event audience.

Facebook Offline Event Custom Audiences

Engagement: Video

Facebook Video Views Custom Audience

A great top-of-the-funnel audience is anyone who engaged with a video (or multiple videos) you’ve published. Someone can view your video — with or without sound — and automatically be added to an audience for you to target later.

BASIC SPECS

  • Source: Single or multiple engagements
  • Source: Single or multiple videos
  • Duration: 1 – 365 days

29. People who watched at least 3 seconds of your video

Facebook Video Views Custom Audiences

Clearly, a 3-second view would be the lowest quality but result in the largest audience.

Other options (though all are set up identically otherwise)…

30. People who watched at least 10 seconds of your video

Facebook Video Views Custom Audiences

31. People who watched at least 25% of your video

Facebook Video Views Custom Audiences

32. People who watched at least 50% of your video

Facebook Video Views Custom Audiences

33. People who watched at least 75% of your video

Facebook Video Views Custom Audiences

34. People who watched at least 95% of your video

Engagement: Lead Form

Facebook Lead Ads allow advertisers to collect leads (email addresses and other contact info) without sending a user away from Facebook. Thanks to this Engagement Custom Audience, those who engage with the form can be added to one of three different audiences for targeting and exclusion purposes.

Advertisers can create audiences based on the interaction with one, multiple, or all forms you have during a given time period.

Facebook Lead Form Custom Audiences

BASIC SPECS

  • Source: 0 (all), 1 or multiple lead forms
  • Duration: 1 – 90 days

35. People who opened your form

Facebook Lead Form Custom Audiences

This includes everyone who opened the form, whether they submitted it or not.

36. People who opened but didn’t submit your form

Facebook Lead Form Custom Audiences

37. People who opened and submitted your form

Facebook Lead Form Custom Audiences

Engagement: Fullscreen Experience

Facebook launched Facebook Canvas in its continued attempts to keep people on Facebook and improve the user experience. Canvas presents an immersive mobile experience for users who can view videos, images, product feeds, text, and more in one view.

For publishers, the one issue with this was losing the traffic and potential targeting power that goes along with sending someone to your website. This was changed with the launch of Fullscreen Experience Custom Audiences. You can create audiences of people who engaged with any Canvas, or one or more specific Canvases.

BASIC SPECS

  • Source: 0 (all), 1 or multiple canvases
  • Duration: 1 – 365 days

38. People who opened your canvas

Facebook Fullscreen Experience Custom Audience

39. People who clicked any links in your canvas

You can provide links within your Canvas, though they don’t need to go to your website. That’s where creating these audiences can be helpful. Think, for example, about a Canvas promoting a product with a button that sends users to an Amazon page.

Facebook Fullscreen Experience Custom Audience

Engagement: Facebook Page

The Facebook Page Engagement Custom Audience is a sneaky effective audience to target. You may assume that those who visit your website will be more effective than those who interact with you on Facebook, but that is not always the case.

In fact, it makes sense. Interacting with you on your website doesn’t mean they’ll interact with your ad on Facebook. And if someone has engaged with you on Facebook before, they’re likely to do it again.

BASIC SPECS

  • Source: Selected owned page
  • Duration: 1 – 365 days

40. People who engaged with your page

This is the broadest audience of all people who engaged with your page in any manner…

Facebook Page Engagement Custom Audiences

41. People who visited your page

Facebook Page Engagement Custom Audiences

42. People who engaged with any post or ad

This can be particulary effective when looking for an audience to target with your ads…

Facebook Page Engagement Custom Audiences

43. People who clicked any call-to-action button

Facebook Page Engagement Custom Audiences

44. People who sent a message to your page

A small audience, but potentially very valuable…

Facebook Page Engagement Custom Audiences

45. People who saved your page or any post

Facebook Page Engagement Custom Audiences

Engagement: Instagram Business Profile

Is your business on Instagram? If so, you can create an audience of those people who engage with your profile there — in nearly identical ways as with your Facebook page above.

Your Instagram profile will need to be a business profile, and you’ll need to connect it to your Business Manager in order to access this feature.

BASIC SPECS

  • Source: Selected Instagram business profile
  • Duration: 1 – 365 days

46. People who engaged with your business on Instagram

Instagram Business Profile Custom Audiences

47. People who visited your Instagram profile

Instagram Business Profile Custom Audiences

48. People who engaged with any post or ad

Instagram Business Profile Custom Audiences

49. People who sent a message to your Instagram profile

Instagram Business Profile Custom Audiences

50. People who saved any post or ad

Instagram Business Profile Custom Audiences

Engagement: Event

It’s an old school feature, but many marketers still run Facebook Events. I’m not talking about the pixel events this time, but the posts on Facebook that alert people of an upcoming party or other activity.

Thanks to this Engagement Custom Audience, you can create audiences of people based on their specific activity with any event or specific events.

Facebook Event Custom Audiences

BASIC SPECS

  • Source: 0 (all), 1 or multiple Events
  • Duration: 1 – 365 days

51. People who responded Going or Interested

Facebook Event Custom Audiences

52. People who responded Going

Facebook Event Custom Audiences

53. People who responded Interested

Facebook Event Custom Audiences

Lookalike Audiences

It may be cheating a little bit to include Lookalike Audiences because these aren’t people who are connected to your business in any way, but this is — at least loosely — part of the Custom Audience family.

Lookalike Audiences allow you to target those who are similar to people who are already connected to or interacting with you. Facebook does this by looking at a source audience (your Facebook Page or a Custom Audience), finding the similarities among those people, and finding a larger group of people who are similar to them.

This is particularly useful when your source audiences are small and you need to start somewhere.

BASIC SPECS

  • Source: Selected owned Custom Audience or Page
  • Location: One or multiple countries or regions
  • Audience Size: 1-10% of selected Facebook country population

54. Based on a Page

Facebook Lookalike Audiences

55. Based on a Custom Audience

Facebook Lookalike Audiences

Your Turn

I’ll cover these audiences in much more detail in my Advanced Custom Audience Targeting Training Program, but this is a good list to get you started.

Any other audiences I missed? Let me know in the comments below!

The post Facebook Ads Guide: 55 Custom Audiences to Target People Ready to Act appeared first on Jon Loomer Digital.

Facebook Marketers are Already Fumbling News Feed Change

It’s been a little over a week since Facebook announced the latest news feed change intended to surface more content from friends and less content from brands. In that time, it’s clear marketers are setting the groundwork for future news feed changes.

Call me cynical. But marketers are going to screw this up.

Facebook will have no choice. Marketers, never wanting to accept a challenge to simply be better, choose instead to blame Facebook for their unfair treatment. This reaction will ultimately lead to — once again — a poor news feed experience.

The History of News Feed Changes

I’d like to say that this is recent bad behavior from marketers, but it’s nothing new. I wrote a rant back in 2014 that would apply equally today (seriously, read it). Very little has changed.

Marketers have a pretty poor track record when you look back — objectively — at changes that Facebook has had to make over the years. Repeatedly, Facebook needs to beat back something marketers are doing that diminishes the news feed experience.

I encourage you to read through the list of news feed updates Facebook has made since August of 2013. So many of these are in reaction to marketers making the news feed worse.

A few examples:

  • Jan. 21, 2014: Showing more from friends
  • Apr. 10, 2014: Cleaning up spam
  • May 27, 2014: More control over sharing from apps
  • Aug. 25, 2014: Stop with the click-bait
  • Nov. 14, 2014: Enough of the overly promotional stuff
  • Jan. 20, 2015: No more hoaxes
  • Aug. 4, 2016: Seriously, enough of the click-bait
  • Dec. 15, 2016: No we mean it about fake news and hoaxes
  • May 10, 2017: Your links suck
  • May 17, 2017: Last warning on the click-bait
  • Aug. 9, 2017: No more cloaking
  • Aug. 17, 2017: Now click-bait is ruining videos
  • Dec. 18, 2017: No engagement bait, either

This is just a sampling of news feed updates that needed to be made because of marketers, brands, and publishers who were willing to do whatever it took to get a click. And there is plenty more, especially if you go back before 2013.

It’s Never the Marketer’s Fault

When Facebook makes these changes to the news feed, the natural response should be to ask…

Why was this change necessary? Am I doing something wrong? What mistake am I making? What, if anything, should I do differently?

Instead, it’s always that Facebook is unfairly harming them. Facebook just wants to force brands to pay. Everyone who likes my page wants to see my content — that’s why they liked it in the first place!

Oh, and the big one: What can I do to take advantage of this change?

Ugh…

The reality is that marketers often harm the imbalance of a quality news feed. As a result, Facebook makes changes.

Facebook owes you nothing. You spent years building your business thanks to Facebook. That’s awesome. But your content is no longer good enough. That’s not awesome.

Facebook owes everything to their users. If people enjoy their experience on Facebook, they come back more often. If they come back more often, there are more people for you to potentially reach (still possible, when done right!). Even if you can’t reach them organically, this activity gives you more targeting power. And more people, ultimately, to reach with ads.

Look, the news feed changes aren’t perfect. That’s why they have to make so many of them. And you can debate whether Facebook truly knows what people do and don’t like.

But what we do know is that what Facebook does is working. By “working” I mean that after all of these years, it’s still growing and people use it more and more.

If Facebook lets marketers ruin the news feed, that will not benefit your business. Users will enjoy Facebook less. They will use it less often. There will be fewer people to reach. And that would be both organically and paid.

You should want Facebook to be picky about what they show users.

Ask Yourself…

Let’s not always assume the worst about Facebook’s intentions when these changes are made. Don’t get defensive. Instead, attempt to understand the changes before we judge them.

Let’s ask ourselves some questions (because I love that type of exercise, apparently)…

1. Is click bait good?

Of course, it’s not. It’s freaking awful. You use psychology to make me feel like I need to click something, only to be disappointed in what I ultimately see. It’s manipulative. No one likes manipulation.

Click bait sucks. People don’t create click bait. It’s unnatural behavior. It’s slimy. Stop showing me that stuff, please.

2. Is engagement bait good?

Engagement bait was used for one reason: To trick the algorithm into thinking that you’re creating good, quality content. There’s no other purpose for it.

3. Is overly self-promotional content good?

I don’t care if this content comes from a page or from a person. Overly self-promotional content is annoying. Yeah, we get it. You’re awesome. You have stuff to sell.

Show me something else.

4. Is all content created inherently good and needs to be seen?

The answer is obvious: No.

This is true of user content, too. Marketers like to talk about how users shouldn’t be forced to see baby pics and cat videos from friends they don’t care about, but the reality is that this stuff is part of the algorithm, too.

The firehose doesn’t work. Expecting users to curate the content they want to see at the levels they want doesn’t work. If you need proof, compare the growth of Facebook to Twitter.

5. Is brand content inauthentic and unnatural?

The answer is a clear and obvious YES. If you don’t see this, you need to take a closer, more honest look.

Is how you’re posting the way a person would post? If not, what’s different about it? What’s unnatural? What’s inauthentic?

That’s the kind of stuff that Facebook is trying to get rid of.

Brand Content Isn’t Inherently Bad

Understand that brand content isn’t inherently bad. But marketers often create bad, unnatural, inauthentic, manipulative content. As a result, they’re lumped together.

But, I can tell you that not all brands will suffer from this. As I scroll my news feed, I still see a ton of brand content. And I fully expect I will continue to see brand content.

Why? The content I see isn’t manipulative trash. It’s useful, entertaining, educational, and natural.

I’m not going to act like this stuff is easy. Creating good content that people want to see when you’re trying to build a business and ultimately sell stuff is hard. It’s an insane challenge. Decide whether you’re up to that challenge.

Maybe the News Feed is Better Without You

I’m not saying this to be mean. It’s a business decision that you need to make.

Maybe, just maybe, you’re wasting your time with organic content on Facebook. Frankly, it’s not easy to create good content that people want to read.

Hell, there’s no freaking way I could create good, interesting, engaging content in some industries. Be honest with yourself. Understand what you have to work with. Can you make content that will survive the algorithm?

If not, that’s okay. Stop it. There’s no need to keep wasting your time and resources.

Do you get results from ads? Keep your focus there. If not, feel free to find your ship somewhere else.

Don’t You Dare Do That From Your Profile

Good God, I’m already seeing this. Facebook says that people want to see stuff from friends more than they do from brands, so user content is favored. The marketer’s response: Sell crap from their personal profile.

FREAKING STOP THIS MADNESS!

This is a clear and obvious case of marketers thinking they are being wronged. People want to see their content, and dammit, they’re going to make sure these people see it.

Your friends didn’t become your friends on Facebook to see you sell crap (I realize there are exceptions, but hang with me). They became your friends on Facebook for lots of reasons, but almost never is it to get sold stuff.

If your page isn’t getting the traction you want it to get, fix your page. Don’t torture your friends.

And if you think they don’t mind, they’re just being polite.

Please Don’t Ruin Groups

The marketer’s next frontier of things to screw up on Facebook because this update is not their fault is groups. Because group content may now start appearing more often in your news feed (since it features person-to-person conversation).

Expect the inevitable: Pages will start creating groups, followed by a whiny post along the lines of…

“Facebook won’t let me reach you anymore. Join this group instead!”

Really? You think people want to see your brand content so badly that they’ll join a group so that they never miss it? Okay then…

More News Feed Changes Are Coming

I hate to say it, but this is only the beginning. It’s because the actions by marketers are all too predictable.

Marketers will use personal profiles to sell their stuff because they’re convinced that they’re being unfairly punished and their followers desperately want to see their content. They will ruin content from profiles.

Unfortunately, we know what Facebook’s going to do next: Make yet another update to the news feed impacting business uses of personal profiles.

Yes, there already is such a restriction in place. But that’s mainly regarding having a profile for a “thing” that isn’t a person. You technically can sell stuff and be annoying as a person all day long.

For now, at least.

And we know that brands will create groups, but not for the purpose they were intended. They are supposed to be created to generate natural conversation among people. But marketers, determined to show 100% of their content to 100% of the people, will create groups and spam the heck out of them.

Ultimately, Facebook will need to respond. Group content will take a lower priority.

It’s all coming. It’s so painfully obvious that it’s coming.

I’m Not Immune to This

Look, I’m not completely ignorant. I know where this thing is heading.

One day, my page may not reach anyone organically. If that’s the case, it will likely be my fault.

As more and more people and pages join Facebook, the competition is constantly increasing. The bar you need to pass to reach people keeps rising. What was good enough today may not be good enough tomorrow.

I don’t get insane organic numbers. I also don’t dedicate myself to creating amazing organic Facebook content. I’m admittedly quite boring.

My focus is more on the ads side. If I begin to lose reach, I’ll have two options: 1. Get better, or 2. Dedicate my time elsewhere.

I could whine and complain and kick and cry, but what freaking good is that going to do me??

Your Turn

There are good marketers out there. Be good marketers. If you see bad marketers, steer them in the right direction. There is time to save them.

What are your thoughts on all of this?

Let me know in the comments below!

The post Facebook Marketers are Already Fumbling News Feed Change appeared first on Jon Loomer Digital.

KFC Bitcoin, Golden Globes Blackout and Netflix Binges: Our favourite PR campaigns of the week

We can’t believe that it’s Friday already! But before we head out the office for the weekend, we want to share our favourite PR campaigns from around the globe this week.

KFC Bitcoin Bucket

Bitcoin has notoriously been hitting worldwide headlines lately, and KFC has ingeniously tapped into the cryptocurrency trend by adding a “Bitcoin Bucket” to their menu.

The Bitcoin Bucket is essentially your standard KFC bucket, available to purchase with Bitcoin, but is unfortunately only available to those living in Canada.

Lucky Canadians with disposable Bitcoin can pay 0.001147 Bitcoin ($20 dollars) to get 10 Original Original Recipe Tenders, Waffle Fries, a medium side and medium gravy, sent straight to their door.

KFC Bucket

Source: Getty Images

KFC have placed themselves at the centre of this topical conversation, in a way that consumers can get on board with. It’s simple but clever PR.

Golden Globes Blackout Auction

We previously commented on the Golden Globes movement last week, where women wore black in solidarity for the #TimesUp campaign, standing up against sexual harassment.

While this was a bold statement to make, many people questioned what does wearing black actually do to make a difference against sexual harassment? Well, #TimesUp has revealed their next step in this empowering initiative.

eBay and Condé Nast have joined forces to auction a selection of dresses and suits worn by A-listers at the awards ceremony, in an effort to raise money for the Times Up movement.

Golden Globes blackout

Source: Steve Granitz/Wire Image/Getty

Dresses from Margot Robbie, Meryl Streep, and Reese Witherspoon, as well as suits from Hugh Jackman and Neil Patrick Harris, will be available to bid on from today. All the money raised will go to the Time’s Up Legal Defense Fund, which will continue to fight for the cases of women who are sexually harassed in the workplace.

It’s great that eBay, Conde Nasté and Time’s Up have come together to create a PR campaign which takes materialistic items and uses them to fund a charitable movement that will help women everywhere.

Airbnb promote sh*thole countries

Following Donald Trump’s controversial comments branding Haiti, El Salvador and Africa “shithole countries”, Airbnb have taken it upon themselves to educate the public about the true beauty of these “shithole countries”.

Airbnb CEO Brian Chesky shared a series of tweets which included images of listings in the three countries, along with figures highlighting growth of revenue in each country. A great way to empower Airbnb hosts and encourage more travellers to visit these beautiful places.

Tweet from Airbnb CEO, Brian Chesky

Airbnb will also be launching digital ad placements to promote the listings of the countries Donald Trump declared shitholes.

Misguided makes wishes come true

When asked what they might be wearing to an event, every girl has at least once uttered the words “jeans and a nice top”, yet there is never a category on online fashion shops to satisfy this need. However, all that is to change – Misguided have finally answered our fashion prayers, hallelujah!

After Twitter user, Jennifer Stuart, tweeted that she wished brands like Misguided would have a “jeans and a nice top” category, Misguided swiftly waved their customer service wands to bring that wish to life, creating just that.

Missguided website

Source: Misguided

By listening to their consumers’ needs, Misguided have not only pleased their core demographic, but also generated themselves a lot of positive media coverage.

Netflix and binge

We have all been guilty of sitting down to watch a few episodes of our favourite show on Netflix, only to find ourselves still glued to the screen, three hours later. Now Perficient Digital Labs have turned our binging habits into an Olympic race, where they want you to strive for gold.

Their interactive asset asks users how many days and hours in a day the user can commit to, and also calculates which shows you could watch within that timeframe. The asset informs the user of how many hours the show has, and how many hours you would have to commit each day to watch the show in the selected timeframe.

Perficient Digital Labs asset

Source: Perficient Digital Labs

This is an interesting asset, as binge-watching is a common habit for many people, and so is sure to generate a lot of users and interest.

We hope you enjoyed our campaigns of the week! If you want to check out other fabulous PR campaigns, take a look at last week’s post, which looks at PR campaigns from IKEA, Adidas, and Diet Coke.

Facebook Ads Research Tool: Test and Learn

Facebook is rolling out a new tool called Test and Learn for Facebook advertisers.

Facebook Test and Learn

In a very general sense, Test and Learn allows you to run tests of your advertising to find what’s working for your business.

Let’s take a closer look at what this is and how you might use it.

Test and Learn: Overview

To access Test and Learn, you’ll find it under Measure & Report in your advertising menu.

Facebook Test and Learn

To guide you, Facebook asks “What question do you want to answer?” Right now, there are only two such questions…

Facebook Test and Learn

One can assume more questions will be added as this tool develops. It also appears that you can request specific tests that aren’t listed from your ad rep (if you have one).

Essentially, you are able to create two types of tests:

  1. Campaign Comparison Test
  2. Account Test

Campaign Comparison Tests allow you to compare two campaigns (obviously) to determine which results in the lowest cost conversions.

Account Tests help uncover how much your ad accounts lift sales for your business.

Both are actually much more complicated than that, but this is the short definition. Let’s take on each test separately.

Campaign Comparison Test: Overview

This test will allow you to uncover which of two similar campaigns resulted in more conversions at a lower cost.

I know what you’re thinking because I was, too: “But can’t you just see that in the ad reports by comparing Cost Per Conversion?” This is actually different.

The difference: This test utilizes Facebook’s Conversion Lift measurement. This is how it works…

1. Test Group 1: Random sampling of people who saw ads from the first campaign during the test period.

2. Test Group 2: Random sampling of people who saw ads from the second campaign during the test period.

3. Control Group 1: Random sampling of people in the target audience who were held back from seeing ads in the first campaign during the test.

4. Control Group 2: Random sampling of people in the target audience who were held back from seeing ads in the second campaign during the test.

Facebook then compares how the test groups compared to the respective control groups.

Keep in mind that, unlike when viewing your results in Ads Manager, this test does not rely on an attribution window. By default, a conversion is reported when someone views an ad and converts within a day or clicks an ad and converts within 28 days.

That’s not involved here. In this case, Facebook only cares who saw the ad, who didn’t, and how many conversions resulted from the people who saw or didn’t see the ad. That’s the conversion lift.

The truth is that some of the people in your target audience may have converted anyway — especially if they are part of a warm audience. Or maybe someone saw an ad and converted more than a day later. Ad reports don’t account for these scenarios. This test will.

Read this for more on Facebook’s testing methodology for the Campaign Comparison Test.

Campaign Comparison Test: Set Up

Now that you understand what this is, let’s set up a Campaign Comparison Test.

Facebook Test and Learn

You’ll need to provide the following…

1. Two campaigns. Ideally, they’ll be very similar, minus one major difference (objective, optimization, bidding, placement, creative).

2. Event source. This is the type of conversion event that you want to track.

3. Schedule. This is the date range of your test. Facebook recommends that the test runs for a month or more — but no less than two weeks. They need enough time to get results to find answers.

As you can see below, the event source can be a standard event from your Facebook pixel…

Facebook Test and Learn

If you select a standard event, these campaigns will be compared based on total purchases, for example, of any products on your website (not just those products that were promoted). In this case, you’ll obviously need the Facebook pixel installed on your website with pixel events.

But you can also select an app event, offline event, or custom conversion.

Facebook Test and Learn

Click “Review” to take a final look…

Facebook Test and Learn

If you’re ready to start your test, click “Create Test.”

Campaign Comparison Test: Review Results

The “Learn” tab will include a list of your tests with columns for the test names, test questions, status (active, planned, completed), and test schedule.

Facebook Test and Learn

If you click the name of the Campaign Comparison Test, it will bring up a page for results — if you have any.

Facebook Test and Learn

In the example above, my test had just begun, so I don’t have results. But when I do, I’ll be able to click on the individual campaigns to view them separately as well as view the comparison in this main view.

I only began testing this tool, so I don’t yet have results to “Learn” from. However, Facebook does provide some examples in their documentation.

There is an Incremental Efficiency section…

Facebook Test and Learn

This comparison shows the cost per incremental conversion of each campaign, calculated by dividing the number of incremental conversions for each campaign by the total amount spent during the test.

There is also an Incremental Efficiency section for each campaign. It shows the Return on Ad Spend (ROAS) and cost per incremental conversion.

Facebook Test and Learn

Simple math in the above example as Jasper’s Market brought in $81,543 for a given campaign test group after spending $35,148 — a 2.32 ROA.

The Lift Results section for individual campaigns shows sales lift, incremental sales, and incremental conversions driven by the campaign.

Facebook Test and Learn

In this example, conversions would have happened with or without a particular campaign. However, this campaign resulted in 295,000 more conversions for a lift of .27%.

When your test is complete, you will also be able to export results.

Ad Account Test: Overview

This test works much like the Campaign Comparison Test, except that we’re looking at the impact of the entire ad account. The test runs as follows…

1. Test Group 1: Random sampling of people who saw ads from your ad account during the test.

2. Control Group 1: Random sampling of people in the target audience who were held back from seeing your ads during the test.

Facebook then compares the number of conversions that result from both groups to calculate the conversion lift.

If you want to get into the technical weeds, you can read this documentation for more details on Facebook’s testing methodology.

Ad Account Test: Set Up

The Ad Account Test is set up mostly the same way as the Campaign Comparison Test with one obvious difference: You don’t provide two campaigns to compare.

Facebook Test and Learn

You still need to select a conversion to test against. That could be a standard event…

Facebook Test and Learn

And that could be an offline event, app event, or custom conversion.

Facebook Test and Learn

Click to review…

Facebook Test and Learn

If you’re good to go, click “Create Test.”

Ad Account Test: Review Results

If you click on the Ad Account Test link, it will bring up a results page that looks similar to the report for the Campaign Comparison Test…

Facebook Test and Learn

Once again, I don’t have any results yet, so let’s go to Facebook’s examples.

Lift Results will show the percentage of conversion rate lift, incremental sales, and incremental conversions.

Facebook Test and Learn

In the example above, ads increased a company’s conversion rate by 152%, causing 62.3K conversions that wouldn’t have happened without the ads.

The Incremental Efficiency section shows incremental Return on Ad Spend and cost per incremental conversion.

Facebook Test and Learn

In the above example, the brand spent $35,148 to get $81,543 in sales, a 2.32 ROAS (I know, it’s the same example as was provided for the Campaign Comparison Test — I can only share what I’m given).

What to do with Results?

When running the Campaign Comparison Test, you should be comparing two very similar campaigns that are different in one specific way (creative, objective, optimization, placement, etc.).

As mentioned earlier, the Cost Per Conversion in your ad reports doesn’t tell the whole story. If one campaign is resulting in more conversion lift than another, it could provide valuable insight into creative, objective, optimization, or placement — not just for these campaigns, but for others.

The Ad Account Test can help you understand the overall health of your advertising. Sure, your ads are currently leading to sales. But would those sales have happened without your ads? What’s the overall lift? If you determine that your lift or ROA aren’t acceptable, you should test individual campaigns against one another to help improve your results.

Your Turn

Do you have Test and Learn yet? Have you created any tests? I’d love to hear about your results.

Let me know in the comments below!

The post Facebook Ads Research Tool: Test and Learn appeared first on Jon Loomer Digital.