What Experts Don’t Want You to Know About Facebook Ads Targeting

CLAIR KIM | March 10, 2020

article image
Marketing is a function of generating medium to long term pools of target market assets. With massive internet access and usage, audiences convert into potential customers. Usage of Facebook to reach the audience is increasing in leaps and bounds. Not surprisingly, brands and businesses mark huge funds for digital media marketing tools. Facebook Ads is one of the tools mostly recommended by digital marketing experts. Here are some less-known facts about Facebook Ads targeting. Melina Moreno, a Facebook Ads Strategist reports on how important the role of right communication is. While businesses might use as many tools at hands for marketing, the right audience needs to read a right copy at the right time. Brands must have some interesting story to tell to connect with the audience.

Spotlight

AroundCampus Group

AroundCampus Group is a 42-year-old college-obsessed media and marketing company with deep campus relationships and a national footprint of over 250 campuses. Our ever-advancing goal is to produce relevant media and facilitate meaningful moments for college students, parents, and faculty to encounter, experience, and engage with exceptional brands through an omni-channel approach. AroundCampus is built to perform multi-directional campaigns, meeting its target audiences where they are, when they’re listening, and communicating with them in their language.

OTHER ARTICLES

Advanced Ad Tactics, Millennials, Alternative Fuel Vehicles

Article | February 17, 2020

Ahead of the NADA conference in Las Vegas, automotive advertising professionals including Jake Rostollan, executive vice president at Pinnacle Advertising and Neil Gandhi, vice president of marketing at Faulkner Auto Group shared their insights into advanced advertising, the next generation of car buyers, and alternative fuel vehicles, all of which will likely have a significant impact on the future of the automotive sector. Four members of Effectv’s Automotive Advisory Council participated in a panel discussion to dive deeper into these topics at a time when the automotive industry faces widespread disruption and change. To compete, automotive marketers are being tasked with staying progressive and attuned to advanced advertising tactics and opportunities, while at the same time simplifying marketing messages to communicate a dealership’s value.

Read More

How advertisers can be more innovative during trying times

Article | February 17, 2020

The impact of COVID-19, the disease caused by the novel coronavirus, is being felt by millions of people across the globe. While nobody knows how long this period will last, I believe it's important for companies to try to find some semblance of normalcy. To do so, companies should consider all the ways they can continue to move forward with an eye toward empathy. This mindset comes with its own unique restrictions and challenges as human behaviors evolve. With the rise of social distancing and limits around public gatherings, people are moving away from live entertainment, such as movie theaters, plays, sporting events and concerts. Instead, they are spending more time streaming their favorite movies and shows, browsing social media, and playing video games from the comfort of their homes. In lieu of socializing at restaurants and bars, people are connecting with colleagues, friends and loved ones digitally, and many are doing their shopping via e-commerce.

Read More

After spending more than $76 million on advertising, bernie sanders ends his white house bid

Article | February 17, 2020

Vermont’s senior U.S. Senator Bernie Sanders today ended his campaign for the presidency, leaving former Vice President Joe Biden as the presumptive Democratic Party nominee set to take on President Trump. Biden swept Florida, Illinois and Arizona in Tuesday's primary voting. According to the latest Ad Age Campaign Ad Scorecard analysis, led by Ad Age Datacenter Director of Data Management Kevin Brown in partnership with Kantar/CMAG, Sanders spent just over $76 million on advertising in pursuit of the presidency from the start of his campaign through April 7, including advance spending—although Sanders and Biden had both drastically curtailed ad spending in recent weeks as the coronavirus pandemic escalated. Sanders’ spending, as tracked by Ad Age Datacenter, includes TV, radio, cable and digital across Facebook and Google properties. Unlike the other major Democratic presidential candidates, Sanders received no funding from political action committees.

Read More

How to adjust your PPC strategy during the Covid-19 pandemic

Article | February 17, 2020

The COVID-19 outbreak continues to impact the world like never before. Businesses have been hit hard, institutions have been shut down, and people are being made to stay indoors in an effort to slow down the spread of novel Coronavirus. Nearly all businesses have been dealing with a lot of difficulties right now and the world of PPC advertising is no exception. As the world grapples with the pandemic unfolding in real-time, they turn to online searches and news to find answers to their questions. This extreme change in people’s behavior has also impacted the change in their online search behavior. While some industries were well prepared for this shift, many are not. Table of Contents Has Covid-19 affected your PPC accounts? Impact of COVID-19 on PPC advertising - Industries with increased performance - Industries with mixed performance - Industries hit the hardest Ways to adjust your PPC according to the new search volumes Has COVID-19 affected your PPC accounts? As of today, the COVID-19 related searches are ranking the most on Google, beating other searches related to news, weather, politics, Google, Facebook, and Amazon. To help track these emerging searches along with other breakout searches that users are looking at, Google has released the Google Trends Coronavirus Hub to offer more insights. For some advertisers, these new searches have drawn more visitors to their sites, bringing in new customers. For others, however, the results have not been so great. Wordstream notes that Google search ad impressions have declined by 7% over the last week, which is not uncommon during the holidays. But advertisers certainly weren’t expecting it to happen all so suddenly. Conversion rates have dropped by an average of 21% since the COVID-19 became an epidemic. Advertisers who acknowledge these changes need to be able to adjust their PPC strategies to keep their businesses agile during these uncertain times. Learn more: Teesside web advertising firm makes journey into glasgow Impact of COVID-19 on PPC advertising Google trends shows that the COVID-19 is on top of mind for most people, especially in the early morning and late at night. Many of us who aren’t fighting the pandemic head-on, often look to some other distractions online or try to carry on with our days as usual. Advertisers can review these searches and prepare to adjust their campaigns to avoid wasting their spend online. Industries with increased performance Healthcare and medical Ever since the outbreak, most of us have turned to search to protect ourselves and the community. In the wake of social distancing and a worldwide lockdown, we’re relying on Google SERP to purchase over-the-counter as well as vital medications. As a result, medical advertisers are seeing a strong spike in their sale of pharmaceuticals and medical supplies with increased ad clicks and higher conversion rates than usual. Non-profit and charity The non-profit organization is another sector that’s having a dramatically increased impact due to the COVID-19 outbreak. Charities, non-profits, and social enterprises are working the hardest to help communities fight the COVID-19 crisis. Since the epidemic, this sector has seen • A 10% surge in search ad impressions • A 23% surge in search ad conversions • A 20% surge in search ad conversion rates Luckily, Google’s ad grants program is working with more than 35,000 organizations to help non-profit use AdWords. Live-streaming and on-demand media The phrase, “Netflix and chill”, “Quarantine and chill”, couldn’t be more true and relatable right now. With people practicing social distancing at their homes, we’re consuming more entertainment than ever. This has led to a spike in the entertainment advertisers’ conversion rates, bringing in more viewers. Safe to say it’s not a bad time for the entertainment industry, as the demand for live-streaming media has skyrocketed and seen a dramatic hike in its conversion since the last few weeks. Learn more: How COVID-19 Has Impacted Google Ads Results for 21 Industries Industries with mixed performance Real Estate According to Wordstream, there’s no significant change in the search volumes or conversion rates in the industry yet. But there could be some shifts down the road. Consumers are more hesitant in attending open houses and more reliant on professional agents to schedule an appointment instead. Despite the +15% CPC increase in real estate listings and real estate agent searches in the last month, there has been a -25% decline in the conversion rates. Agents and brokers, however, have seen a 30% increase. Moving and relocation services have seen an 11% increase in search volume, maintaining a stable CTR, CPR, and CPR. Both property development and construction industries are seeing a decline in their conversion rates by -53% and -7%, as well as lower search volumes. This could lead up to a decline in real estate supply in the future. Automotive The automotive industry appears to have taken a hit. It has shown a noticeable decline of 30% in the industry with average conversion rates over the past few weeks. Although this can’t all be due to the pandemic, advertisers are seeing a lot of shifts in searchers’ preferences in the automotive market. Job and education There has been an increased demand in e-learning and training due to schools and colleges being shut down for at least a couple of weeks. Given the college application rush over and the upcoming SAT in June (yet to be canceled), prospective students’ behavior on the SERP remain the same. There’s also an increase in paid search traffic for new career opportunities and vocational training since the last couple of weeks. Industries that have been hit the hardest Travel and tourism It’s not at all surprising to see that fewer people are booking for travel these days. With business, consumers, and government avoiding unnecessary travels, advertisers are finding it hard to convert new searches on their sites. Searches for flight cancellations, delays and restrictions are also at an all-time high, leaving ads more exposed to curious searchers. To address this problem, advertisers should: • Add new negatives keywords for COVID-19, advisory, and cancellation related searches. • Promote cheaper fares and easy cancellations and adjustments for future travel. • Suggest travel insurance to your customers to ease concerns while increasing your average sale price. Live entertainment Search volumes for live entertainment have also reduced by 24%, with a dip in conversion rates by 30%. The need for public safety and social distancing has caused consumers as well as performers to cancel their live shows all across the globe. Ways to adjust your PPC strategy according to the new search volumes Unprecedented times call for unprecedented solutions. Here are some of the ways that you can adjust your PPC strategies according to the rising challenges: It’s important to understand what traffic your ads are getting and add new negative keywords add new negative keywords quickly to prevent your campaigns from reaching irrelevant panicked searchers. • Closely follow COVID-19 related searches to understand how people are searching online. Leverage Google Trends to see what’s trending the most. The Google Trend Coronavirus Hub is a great place for advertisers to find out users’ priorities and search interests in response to the changing news. • The flipside to users spending more time online is that you can easily find them while they’re browsing the web. Consider remarketing to your previous customers and website visitors, bring them back to your site and keep your brand in their minds. This way they will be more likely to convert. Conclusion While times are uncertain at the moment, it is important to keep a positive mindset and be safe. Make sure to stay in the lookout for any new disruptions caused by the COVID-19 and keep adjusting your PPC campaigns consistently.

Read More

Spotlight

AroundCampus Group

AroundCampus Group is a 42-year-old college-obsessed media and marketing company with deep campus relationships and a national footprint of over 250 campuses. Our ever-advancing goal is to produce relevant media and facilitate meaningful moments for college students, parents, and faculty to encounter, experience, and engage with exceptional brands through an omni-channel approach. AroundCampus is built to perform multi-directional campaigns, meeting its target audiences where they are, when they’re listening, and communicating with them in their language.

Events