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6 Steps to Create a Full-Funnel Advertising Strategy with Facebook Objectives

As promised in my previous post, I am back with part two on how to leverage Facebook objectives to create a cross-funnel campaign strategy. If you didn’t have the chance to catch part one, here are the main points you need to know: Facebook offers three campaign objective options for advertisers: awareness, consideration, and conversion.

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NewsCred

NewsCred is on a mission to make marketing better for everyone. As the leading content marketing software, NewsCred provides the world’s most ambitious brands – Pepsi, Visa, Dell, ConAgra, Hewlett Packard, and more – with the best solutions in content creation, marketing management, cross-channel publishing, and measurement. Everyday, marketers rely on NewsCred to orchestrate their marketing across channels, collaborate with global teams, build brand awareness, and drive sales.

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Advertiser Platforms

How to Use Customer Match for Google Ads with Zapier

Article | March 18, 2024

Zapier announced its Customer Match feature is now more widely available for Google Ads to all eligible users. As an expert Google Ads agency that uses Zapier’s automation features in our own campaigns, our team knows how useful Customer Match is to reach advertising goals and increase return on investment (ROI), making its expanded capabilities for Google Ads big news. This article will introduce the Zapier and its Customer Match tool, tell you how to get started using Customer Match for Google Ads with Zapier, and outline its benefits for first-party audience data in ad campaigns.

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Advertiser Platforms

Ghost Ads and Bidding to Measure Incrementality

Article | February 22, 2024

Marketers and agencies must investigate the relevant counterfactual to advertising exposure to assess advertising effectiveness. Ghost ads can compare exposed and non-exposed consumers to measure ad-related behavior changes. What are Ghost Ads? Ghost ads are a great way to measure ad effectiveness or incrementality (the lift or increase in desired outcome through marketing) because they allow brands to see how their ad is received by two distinct consumer groups: those targeted and those who would have seen it organically. Leveraging Ghost Ads for Causal Ad Measurement: Here is why leveraging ghost ads to measure ad-related behavioral changes is a great idea: You don’t need to invest additional funds to create a control group You can have extensive reach within the DSP (demand-side platform) You can measure behavior for all formats such as mobile, audio and CTV Ghost Bidding: Mapping Consumer Behavior: In ghost bidding, a DSP platform accepts auctions for ad placements on publisher websites/apps/connected devices and bids on them. It records whether the auction was won (and the ad displayed). Before bidding, the platform assigns the user ID to a control or exposed group. For control group users, the bid is withdrawn so that no ad was shown during the study. This creates two identical groups, one that saw the ad and one that didn’t. You can then compare the test and control groups' website purchases, landing page visits, etc. Over a period of time, it is possible to record large effect sizes across several behaviors. A Large U.S-based Apparel Company Measured Their Ad Incrementality Using Ghost Ads: Using ghost ads and ghost bidding, a U.S based apparel company measured its ad incrementality. Over 21 million unique individuals saw the company’s ads over a 15 month period, for an average of around 35.4 ads per individual. The exposed group had a 1.42% greater chance of visiting the site, for a topline lift of 54.9%, compared to the ghost ad viewers. With this information, the company was able to optimize its advertising campaigns on the flu to have a bigger impact on its audience. Last Word: Cost-per-click, cost-per-site-visit, and other metrics used by marketers don't show any change in advertising behavior. Ghost Ads are the most cost-effective way to analyze digital marketing campaigns' causality.

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Advertiser Platforms

Power up Your Mobile Ad Campaigns with These Four Tricks

Article | March 12, 2024

Did you know that there are over three billion smartphone users globally? While browsing through varied content, they see ads relevant to things they explore in their downloaded apps and games. In addition, they receive offers through SMS and see banner ads on websites they visit. These ads are a part of mobile ad campaigns specifically targeting a certain demographic. Some examples of mobile ads include carousel ads, image and text ads on Facebook, Snapchat filters and ads, video ads on YouTube, notifications from downloaded apps, ads that play between videos or games, and Instagram Story ads. Why are advertisers so keen on utilizing mobile ad campaigns? Mobile Ad Campaigns Speak the Revenue Language Marketers understand the power and impact of mobile phones on users’ lives. As a result, U.S. marketers spent a record 120 billion U.S. dollars on mobile promotion in 2020. (Statista). Mobile ad campaigns can achieve tremendous results and bring in revenue for you by creating a connection with the user through personalization and by catering to all kinds of online audience on-the-go. “The mobile device has become our communications hub, our diary, our entertainment portal, our primary source of media consumption, our wallet and our gateway to real-time information tailored to our needs. The revolution is now!” - Nihal Mehta, Founding General Partner at Eniac Ventures Mobile Advertising Covers All the Bases Companies engage in mobile advertising for objectives like lead generation, customer retention through new offers, brand engagement activities like contests, and creating awareness about a product or a service. Mobile ads are the preferred channel for advertising because: They are cost-effective Allow geo-targeting Get a quick response Can be easily tracked Let us look at all the tricks that can help you optimize your mobile ad campaigns. Grab the Users’ Attention Imagine mobile users aggressively scrolling on their phones. Your ad should make them stop and grab their attention enough to make them read it. The goals of your ad campaigns should be clear. If you are looking to redirect the user to your website or want them to click on the ad, your campaign execution should align with these goals. Adding Value Through Your Messaging Pushing your message effectively to the user can ensure the success of your campaign. Your text should be crisp and sharp, interesting yet simple to comprehend. Use popular phrases or buzz words to create a connection with the users. Don’t Underestimate Visual Appeal Visual appeal plays a vital role in the way users react to ads. The image size of your ad, the moving flow, and the options for interacting with the ads can impact your ad’s performance. Ensure that you never interrupt your user’s reading flow when they are browsing and that the visuals of your ad are pleasant and appealing to the eye. Remember, Brevity is the Soul of Wit The content of your ad should be impressive enough to make the users engage with it. Users will respond to clear copy, visuals and your message’s simplicity. Furthermore, make sure that your landing pages are bug-free, load quickly and relate to your display ad so that the users can form a tangible connection between them. Wrapping It Up Mobile advertising helps brands remain connected to their customers around the clock while on the move. It is a personalized and flexible type of advertising that can help advertisers understand the lifestyle of targeted customers to offer them just what they need.

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Display Advertising

Streaming is the mainstream: what that means for UK advertisers

Article | August 10, 2021

In the last year, streaming adoption has grown throughout the UK. We spent more time at home, and many of us turned to new, digital forms of entertainment. But even now with the UK open, many consumers continue to appreciate some of the habits they adopted over the last 16 months, including streaming. Through a recent Kantar study, we learned that 84% of Amazon customers surveyed in the UK are either cord-stackers (viewers who watch both streaming and broadcast or satellite content), or cord-cutters (viewers who only stream content). This sends a clear message. It’s not just early adopters streaming content. It’s the majority. Furthermore, video gaming and e-sports are also on the rise—consumers in 600,000 households started playing console games on their TV in 2020 in the UK, France, Germany, Italy, and Spain, according to Kantar’s Worldpanel ComTech data. In the UK, e-sports is increasingly popular with nearly 1 in 4 TV viewers streaming e-sports. And where are many gamers watching other gamers? On Twitch. There are now 30 million average daily users on Twitch from 230 countries. Consumers in the UK are also streaming more podcasts, music, and other audio content, year over year.

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Advertiser Platforms

Maximizing CRM Capabilities and Transforming Modern Businesses

Article | March 18, 2024

Zapier announced its Customer Match feature is now more widely available for Google Ads to all eligible users. As an expert Google Ads agency that uses Zapier’s automation features in our own campaigns, our team knows how useful Customer Match is to reach advertising goals and increase return on investment (ROI), making its expanded capabilities for Google Ads big news. This article will introduce the Zapier and its Customer Match tool, tell you how to get started using Customer Match for Google Ads with Zapier, and outline its benefits for first-party audience data in ad campaigns.

Read More
Advertiser Platforms

Sales and Marketing Events Lined Up in 2024

Article | February 22, 2024

Marketers and agencies must investigate the relevant counterfactual to advertising exposure to assess advertising effectiveness. Ghost ads can compare exposed and non-exposed consumers to measure ad-related behavior changes. What are Ghost Ads? Ghost ads are a great way to measure ad effectiveness or incrementality (the lift or increase in desired outcome through marketing) because they allow brands to see how their ad is received by two distinct consumer groups: those targeted and those who would have seen it organically. Leveraging Ghost Ads for Causal Ad Measurement: Here is why leveraging ghost ads to measure ad-related behavioral changes is a great idea: You don’t need to invest additional funds to create a control group You can have extensive reach within the DSP (demand-side platform) You can measure behavior for all formats such as mobile, audio and CTV Ghost Bidding: Mapping Consumer Behavior: In ghost bidding, a DSP platform accepts auctions for ad placements on publisher websites/apps/connected devices and bids on them. It records whether the auction was won (and the ad displayed). Before bidding, the platform assigns the user ID to a control or exposed group. For control group users, the bid is withdrawn so that no ad was shown during the study. This creates two identical groups, one that saw the ad and one that didn’t. You can then compare the test and control groups' website purchases, landing page visits, etc. Over a period of time, it is possible to record large effect sizes across several behaviors. A Large U.S-based Apparel Company Measured Their Ad Incrementality Using Ghost Ads: Using ghost ads and ghost bidding, a U.S based apparel company measured its ad incrementality. Over 21 million unique individuals saw the company’s ads over a 15 month period, for an average of around 35.4 ads per individual. The exposed group had a 1.42% greater chance of visiting the site, for a topline lift of 54.9%, compared to the ghost ad viewers. With this information, the company was able to optimize its advertising campaigns on the flu to have a bigger impact on its audience. Last Word: Cost-per-click, cost-per-site-visit, and other metrics used by marketers don't show any change in advertising behavior. Ghost Ads are the most cost-effective way to analyze digital marketing campaigns' causality.

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Advertiser Platforms

Unlocking Excellence with Advanced Quote Management Software

Article | March 12, 2024

Did you know that there are over three billion smartphone users globally? While browsing through varied content, they see ads relevant to things they explore in their downloaded apps and games. In addition, they receive offers through SMS and see banner ads on websites they visit. These ads are a part of mobile ad campaigns specifically targeting a certain demographic. Some examples of mobile ads include carousel ads, image and text ads on Facebook, Snapchat filters and ads, video ads on YouTube, notifications from downloaded apps, ads that play between videos or games, and Instagram Story ads. Why are advertisers so keen on utilizing mobile ad campaigns? Mobile Ad Campaigns Speak the Revenue Language Marketers understand the power and impact of mobile phones on users’ lives. As a result, U.S. marketers spent a record 120 billion U.S. dollars on mobile promotion in 2020. (Statista). Mobile ad campaigns can achieve tremendous results and bring in revenue for you by creating a connection with the user through personalization and by catering to all kinds of online audience on-the-go. “The mobile device has become our communications hub, our diary, our entertainment portal, our primary source of media consumption, our wallet and our gateway to real-time information tailored to our needs. The revolution is now!” - Nihal Mehta, Founding General Partner at Eniac Ventures Mobile Advertising Covers All the Bases Companies engage in mobile advertising for objectives like lead generation, customer retention through new offers, brand engagement activities like contests, and creating awareness about a product or a service. Mobile ads are the preferred channel for advertising because: They are cost-effective Allow geo-targeting Get a quick response Can be easily tracked Let us look at all the tricks that can help you optimize your mobile ad campaigns. Grab the Users’ Attention Imagine mobile users aggressively scrolling on their phones. Your ad should make them stop and grab their attention enough to make them read it. The goals of your ad campaigns should be clear. If you are looking to redirect the user to your website or want them to click on the ad, your campaign execution should align with these goals. Adding Value Through Your Messaging Pushing your message effectively to the user can ensure the success of your campaign. Your text should be crisp and sharp, interesting yet simple to comprehend. Use popular phrases or buzz words to create a connection with the users. Don’t Underestimate Visual Appeal Visual appeal plays a vital role in the way users react to ads. The image size of your ad, the moving flow, and the options for interacting with the ads can impact your ad’s performance. Ensure that you never interrupt your user’s reading flow when they are browsing and that the visuals of your ad are pleasant and appealing to the eye. Remember, Brevity is the Soul of Wit The content of your ad should be impressive enough to make the users engage with it. Users will respond to clear copy, visuals and your message’s simplicity. Furthermore, make sure that your landing pages are bug-free, load quickly and relate to your display ad so that the users can form a tangible connection between them. Wrapping It Up Mobile advertising helps brands remain connected to their customers around the clock while on the move. It is a personalized and flexible type of advertising that can help advertisers understand the lifestyle of targeted customers to offer them just what they need.

Read More
Display Advertising

Streaming is the mainstream: what that means for UK advertisers

Article | August 10, 2021

In the last year, streaming adoption has grown throughout the UK. We spent more time at home, and many of us turned to new, digital forms of entertainment. But even now with the UK open, many consumers continue to appreciate some of the habits they adopted over the last 16 months, including streaming. Through a recent Kantar study, we learned that 84% of Amazon customers surveyed in the UK are either cord-stackers (viewers who watch both streaming and broadcast or satellite content), or cord-cutters (viewers who only stream content). This sends a clear message. It’s not just early adopters streaming content. It’s the majority. Furthermore, video gaming and e-sports are also on the rise—consumers in 600,000 households started playing console games on their TV in 2020 in the UK, France, Germany, Italy, and Spain, according to Kantar’s Worldpanel ComTech data. In the UK, e-sports is increasingly popular with nearly 1 in 4 TV viewers streaming e-sports. And where are many gamers watching other gamers? On Twitch. There are now 30 million average daily users on Twitch from 230 countries. Consumers in the UK are also streaming more podcasts, music, and other audio content, year over year.

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Spotlight

NewsCred

NewsCred is on a mission to make marketing better for everyone. As the leading content marketing software, NewsCred provides the world’s most ambitious brands – Pepsi, Visa, Dell, ConAgra, Hewlett Packard, and more – with the best solutions in content creation, marketing management, cross-channel publishing, and measurement. Everyday, marketers rely on NewsCred to orchestrate their marketing across channels, collaborate with global teams, build brand awareness, and drive sales.

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Ad Tech and Martech

Teikametrics’ Marketplace Optimization Platform, Flywheel 2.0, Adds AI-Powered Automation to Maximize Advertising Performance Across Marketplaces

Teikametrics | August 05, 2022

Teikametrics, the leading optimization platform for sellers on Amazon and Walmart, today announced that its flagship product, Flywheel 2.0, now automatically optimizes keyword targets across multiple marketplaces. The top online marketplaces in the world sold $3.23 trillion in goods in 2021, and the competition to get on the coveted first page of results in those marketplaces is increasing. Brands can run ads across multiple marketplaces (Amazon, Walmart, Target and more) to gain a competitive advantage, but managing effective keywords and bids simultaneously can quickly become overwhelming. Flywheel 2.0 delivers the only AI targeting algorithm that automatically harvests top-performing keywords across a seller’s marketplaces then applies them everywhere the seller’s products appear. The automation solution dramatically increases the volume of performing keyword targets, which is especially important when launching a new marketplace, and continues to optimize performance holistically across sellers’ marketplaces dynamically. “Sellers are looking to diversify across multiple marketplaces, but optimizing advertising on more than one marketplace at the same time adds complexity,” said Alasdair McLean-Foreman, CEO and founder of Teikametrics. “Sellers are looking to diversify across multiple marketplaces, but optimizing advertising on more than one marketplace at the same time adds complexity,” said Alasdair McLean-Foreman, CEO and founder of Teikametrics. “Our new AI-powered algorithm in Flywheel 2.0 solves for this by dynamically using the sellers’ best-performing keywords across multiple marketplaces. As a result, we’re giving multi-channel sellers a big competitive advantage, especially for those launching on new channels like Walmart.” Flywheel 2.0 is available to try risk-free via a free trial (no credit card required). Sellers with less than $10,000 per month in sales can use Flywheel 2.0 completely free. Multi-Channel Marketplace Acceleration via Walmart With Flywheel 2.0 Teikametrics is the leading AI-optimization platform for Walmart, the fastest-growing marketplace in North America. Thousands of Amazon sellers have diversified by adding their products to Walmart, and Flywheel 2.0 helps accelerate their business on this new channel. Leading organic foods brand BetterBody Foods worked with Teikametrics and improved total sales on Walmart.com by 38x by increasing advertising by 5x while increasing return on ad spend (ROAS) by 6x. Along with cross-marketplace insights, Flywheel 2.0 offers detailed metrics, including product-level sales, advertising, and profitability, allowing sellers to visualize data that can diagnose inefficiencies and uncover growth opportunities. To learn more about how Flywheel 2.0 saves sellers time and removes complexity by completely automating product-first, full-funnel advertising, visit teikametrics.com/flywheel. About Teikametrics Teikametrics’ AI-powered Marketplace Optimization Platform helps sellers and brand owners maximize their potential on the world’s most valuable marketplaces. Founded in 2015, Teikametrics uses proprietary AI technology to maximize profitability in a simple SaaS interface. Teikametrics optimizes more than $8 billion in GMV across thousands of sellers around the world, with brands including Munchkin, mDesign, Clarks, Nutribullet, Conair, Nutrafol, and Solo Stove trusting Teikametrics to unlock the full potential of their selling and advertising on Amazon, Walmart, and other marketplaces.

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Ad Tech and Martech

Teikametrics’ Marketplace Optimization Platform, Flywheel 2.0, Adds AI-Powered Automation to Maximize Advertising Performance Across Marketplaces

Teikametrics | August 05, 2022

Teikametrics, the leading optimization platform for sellers on Amazon and Walmart, today announced that its flagship product, Flywheel 2.0, now automatically optimizes keyword targets across multiple marketplaces. The top online marketplaces in the world sold $3.23 trillion in goods in 2021, and the competition to get on the coveted first page of results in those marketplaces is increasing. Brands can run ads across multiple marketplaces (Amazon, Walmart, Target and more) to gain a competitive advantage, but managing effective keywords and bids simultaneously can quickly become overwhelming. Flywheel 2.0 delivers the only AI targeting algorithm that automatically harvests top-performing keywords across a seller’s marketplaces then applies them everywhere the seller’s products appear. The automation solution dramatically increases the volume of performing keyword targets, which is especially important when launching a new marketplace, and continues to optimize performance holistically across sellers’ marketplaces dynamically. “Sellers are looking to diversify across multiple marketplaces, but optimizing advertising on more than one marketplace at the same time adds complexity,” said Alasdair McLean-Foreman, CEO and founder of Teikametrics. “Sellers are looking to diversify across multiple marketplaces, but optimizing advertising on more than one marketplace at the same time adds complexity,” said Alasdair McLean-Foreman, CEO and founder of Teikametrics. “Our new AI-powered algorithm in Flywheel 2.0 solves for this by dynamically using the sellers’ best-performing keywords across multiple marketplaces. As a result, we’re giving multi-channel sellers a big competitive advantage, especially for those launching on new channels like Walmart.” Flywheel 2.0 is available to try risk-free via a free trial (no credit card required). Sellers with less than $10,000 per month in sales can use Flywheel 2.0 completely free. Multi-Channel Marketplace Acceleration via Walmart With Flywheel 2.0 Teikametrics is the leading AI-optimization platform for Walmart, the fastest-growing marketplace in North America. Thousands of Amazon sellers have diversified by adding their products to Walmart, and Flywheel 2.0 helps accelerate their business on this new channel. Leading organic foods brand BetterBody Foods worked with Teikametrics and improved total sales on Walmart.com by 38x by increasing advertising by 5x while increasing return on ad spend (ROAS) by 6x. Along with cross-marketplace insights, Flywheel 2.0 offers detailed metrics, including product-level sales, advertising, and profitability, allowing sellers to visualize data that can diagnose inefficiencies and uncover growth opportunities. To learn more about how Flywheel 2.0 saves sellers time and removes complexity by completely automating product-first, full-funnel advertising, visit teikametrics.com/flywheel. About Teikametrics Teikametrics’ AI-powered Marketplace Optimization Platform helps sellers and brand owners maximize their potential on the world’s most valuable marketplaces. Founded in 2015, Teikametrics uses proprietary AI technology to maximize profitability in a simple SaaS interface. Teikametrics optimizes more than $8 billion in GMV across thousands of sellers around the world, with brands including Munchkin, mDesign, Clarks, Nutribullet, Conair, Nutrafol, and Solo Stove trusting Teikametrics to unlock the full potential of their selling and advertising on Amazon, Walmart, and other marketplaces.

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