Marketing Maxims
Between Apple and the FTC, this is going to be an interesting year on social media.
The team at dysrupt has seen and helped manage first hand over 50 different companies' spend across every social platform. Some of these advertisers spend $1 MM a year and others $100 MM a year on Facebook alone.
Here is a list of gut checks, maxims, guide posts, heuristics, aphorisms, and principles developed over the years.
Folk wisdom from the frontline.
Signal is Everything
The Facebook pixel is the link between your business and the platform. If this link is weak, you can expect your advertising to have weak results. The first step to optimization on the platform should always be to ensure all best practices and data transfers are in place. This can be anything from pixel QA all the way up to building for Facebook’s Conversions API (CAPI). But at the end of the day, if you are feeding bad or incomplete data to an algorithm it will produce bad or inefficient results. Feed the machine the best data you can… because we guarantee your top competitors are!
Go Through Your Flow
It’s amazing how many marketing teams have never gone through their own purchase flow. No shame if you haven’t, you can start right now! Before you begin make sure to turn on some sort of pixel tracking plug-in. Explore around the site as if you were coming in through the homepage, click on an ad and go directly to a landing page, add multiple items to cart, input PII, create an account, etc. Do all the steps a standard customer would take. Did it seem like a lot? Were you losing interest or finding points of unnecessary friction? Now do the same thing on your competitors site. Track, compare, and see who’s flow you prefer.
Retargeting new customers is usually 2 - 3x more efficient than prospecting on new customers
If your business falls out of this norm, there should be a clear and concise answer as to why the difference exists. If retargeting is 10x more efficient than prospecting, then there are probably some improvements to be made on prospecting. If prospecting is on par or more efficient than retargeting - we’ve seen it happen - then there may be an investigation around the product’s pitch, website, user flow, etc.
Lookalikes should work better than interest targeting
The smartest engineers in Silicon Valley spent many years to ensure this is the case. If lookalikes are underperforming interest targeting, it’s time to examine what seed list is being leveraged to create the Lookalikes.
Broad targeting is the goal
The largest advertisers on Facebook use broad targeting. Having broad targeting work for your business means that Facebook’s algorithm is tuned to search the masses for your next best customer. This only can happen when signal fidelity is high, account structure is lean and creative is following best practices. In short, this can take time but is a great goal to achieve.
Make and maintain a catalog
The more data the algorithm can ingest, the more of a competitive advantage you will have as an advertiser. One often overlooked aspect of signal fidelity is the catalog. If you are selling multiple SKUs, it is critical to set up a catalog so Facebook can learn who is looking at what type of products on your site. It also unlocks a different campaign objective to test!
Only do Alphas/Betas if you can retain access to them after the test
Alphas and Betas are great but can also cause a lot of extra work on the advertiser side. To offset this cost, ensure that if the Alpha or Beta is available after the testing period as an option to leverage so that the research cost is offset with a gain over those who didn’t gain access.
MMM is great for the brand team, MTA is great for the data science team and Finance doesn’t understand or believe in either
In the past decade of interacting with clients, about 95% of them have dictated budgeting via last click measurement. Of those, around 50% have pursued some type of MMM or MTA model from one of the top tier providers in a move to leave last click measurement. 0% of this cohort changed their behavior after they were implemented. While those models may be intriguing to the marketing team, at the end of the day Finance is dictating budgets and Finance is looking for consistent metrics that can be easily repackaged for C-Suite or a Board. Build marketing systems that align to the purse strings of a company (also known as the real KPIs).
If the CEO can’t explain the test to their mom, it has no shot in transforming the company
Testing is great but the results have to be simplified to their core for them to have a lasting effect. Consider the game of telephone before starting a test that requires a lot of explanation and moving parts. Is the test able to produce a result that can be explained and implemented easily? Does the test bump into any cross functional teams that will be positively or negatively impacted by the results? Don’t forget that companies are just people, and every organization has its own unique set of internal politics.
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Photo by Markus Spiske on Unsplash
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User-generated content (UGC) ads are a powerful way to build trust and engage with local audiences. Creating and running localized UGC ads at scale can help businesses connect more personally with their target market. This method leverages real customer experiences and feedback, making the advertising content more relatable and authentic.
Localizing UGC ads involves tailoring the content to fit the cultural and linguistic nuances of specific regions. By doing so, businesses can make their ads more relevant and appealing to local customers. This not only enhances user engagement but also increases the effectiveness of the ad campaigns.
To run these ads at scale, a streamlined process is crucial. Effective tools and strategies are needed to gather, curate, and distribute UGC quickly and efficiently. This ensures that the message remains consistent while still catering to the local tastes and preferences of different customer groups.
Developing a Strategy for Localized UGC Ads
Creating an effective strategy for localized UGC ads requires a clear understanding of how localized advertising works, how to leverage user-generated content, and the best ways to incorporate performance branding principles.
Understanding Localized Advertising
Localized advertising tailors messages to fit the specific needs and preferences of different regions. This involves understanding cultural nuances, local slang, and regional preferences. Marketers need to research and identify what resonates with the target audience in each locality.
- Cultural Relevance: Ads should reflect local customs and culture.
- Language: Use the native language or local dialect where possible.
- Local Trends: Stay updated on regional trends and popular events.
Engaging with local influencers can also boost the credibility and effectiveness of the campaign.
Leveraging User-Generated Content
User-generated content (UGC) involves real users creating content related to a brand. This content can include reviews, photos, videos, and social media posts. UGC is powerful because it’s seen as more authentic and trustworthy.
- Encourage Participation: Brands should motivate users to share their experiences.
- Content Curation: Collect and select high-quality UGC to feature in ads.
- Incentives: Offering rewards or recognition can boost user engagement.
Using UGC in ads helps build trust and shows real experiences with the product or service.
Integrating Performance Branding Principles
Performance branding aims to achieve both short-term results and long-term brand building. For localized UGC ads, combining performance branding can drive immediate action while strengthening brand perception.
- Measurement: Track key performance indicators (KPIs) like engagement rates.
- Optimization: Continuously test and refine ads for better performance.
- Consistency: Ensure branding elements like logos and slogans are consistent across all ads.
This approach ensures that localized UGC ads not only engage users but also contribute to branding goals over time.
Execution and Scaling of Localized UGC Campaigns
To effectively run localized user-generated content (UGC) ads at scale, one must carefully plan the campaign structure, tailor the content for each market, and use the right tech solutions for efficient scaling. The goal is to optimize performance and reach the targeted audience with relatable content.
Creating the Campaign Structure
Success starts with a well-structured campaign. Begin by identifying the target regions and creating specific campaigns for each. Each campaign should have its own set of ads, keywords, and budget allocations.
Organizing ad groups by regional markets helps in tracking performance. For instance, a UGC ad targeting New York will differ from one targeting Miami. This setup allows advertisers to monitor which ads perform best in each market.
Use clear naming conventions for ease of management. For example, naming campaigns with prefixes like US-NY or US-MIA can help keep track of regional differences. This strategy simplifies reporting and optimization for various local markets.
Content Customization and Approval
Localized UGC ads require customized content. Start by collecting content from users within specific regions. This can include images, videos, and testimonials. Authentic, local content resonates more effectively with the audience.
A robust approval process ensures content meets brand guidelines and is culturally appropriate. Using a content management system can streamline approvals by storing, editing, and approving content in one place.
Ensure that all content respects local sensitivities and regulations. For instance, an ad campaign for Paris might include different imagery and language nuances than one for Tokyo. This localization boosts engagement and relevance.
Technological Solutions for Scaling
Technology plays a crucial role in scaling UGC campaigns. Ad management platforms like Meta Ads Manager offer tools for creating, optimizing, and scaling ads efficiently. Automation tools help in adjusting bids, budgets, and placements in real-time.
Utilize analytics tools to measure performance across different regions, adjusting strategies as needed. These tools offer insights into what works best, enabling quicker and better decision-making. Leveraging AI can assist in personalizing content and targeting effectively.
Adopting Dynamic Creative Optimization (DCO) can further enhance ad performance. DCO automates the customization of ads based on user data, making tailored ads at scale possible. This leads to higher engagement and better ROI.
How to Build and Run Localized UGC Ads At Scale for Maximum Impact
Expanding your reach on Meta takes more than just regular posts. It requires creative thinking and innovative strategies. By exploring diverse audience segments and utilizing Meta’s range of tools, you can tap into incremental audiences that you might have missed before. These strategies can help you connect with new users, enhance engagement, and ultimately grow your presence on the platform.
For instance, leveraging lookalike audiences allows you to find people who are similar to your current followers. This can help you reach those who are likely to be interested in your content but haven't yet discovered your brand. Another effective lever is using video content, which tends to have higher engagement rates compared to images or text posts, thus capturing the attention of potential new followers.
Experimenting with boosted posts and paid ads tailored to different demographics can further broaden your reach. Meta offers detailed targeting options, enabling you to tailor your messages to specific groups. Using these tools smartly ensures that your content gets in front of the right eyes, driving growth and engagement.
Strategies for Expanding Audience Reach on Meta
Reaching new audiences on Meta involves optimizing digital campaigns and diversifying creative content. These strategies boost ad resonance and efficiently target broader or more specific groups.
The Importance of Digital Campaign Optimization
Optimizing digital campaigns ensures that ad spending is efficient. By tweaking variables like audience settings, budgets, and bidding strategies, businesses can better allocate resources.
Meta Advertising Strategies include using tools like A/B testing to compare different ad versions. Campaign Efficiency is improved by continuously monitoring results and making data-driven adjustments.
Broad targeting reaches large numbers of people but may lack precision. Narrow targeting hones in on specific demographics or interests, making ads more relevant to those users.
Creative Diversification: Enhancing Ad Resonance
Diversifying creative content is key to keeping ads fresh and engaging. Different types of visuals, messages, and formats can appeal to various audience segments.
Creative Diversification can involve using videos, carousel ads, and interactive content. This helps in capturing attention and maintaining engagement.
Enhancing Ad Resonance requires regularly updating ad creatives based on performance data. This way, ads stay relevant and appealing, reducing ad fatigue among the audience.
Targeting Mechanisms for Audience Precision
To reach the right audience on Meta, it's crucial to use targeting mechanisms that focus on age, gender, and geography. These tools help advertisers zero in on specific groups, making their ads more effective.
Decoding Age Targeting in Ads
Advertisers can tailor their messages to different age groups. By choosing the age range of their audience, businesses can make sure the content is relevant.
For example, a clothing brand may target teens and young adults with trendy styles, while a retirement community ad might focus on people aged 55 and older.
Benefits of Age Targeting
- More relevant ads
- Better engagement
- Higher conversion rates
Using age targeting ensures the right people see the ads, improving campaign outcomes.
The Role of Gender Focus in Advertising
Gender focus in advertising allows businesses to tailor their messages based on gender. This is especially useful for products with a gender-specific market.
For instance, a makeup brand may direct ads primarily to women, while men's grooming products are aimed at men.
Key Points
- Customizes ad content
- Increases appeal
- Boosts engagement
This targeted approach can lead to higher interest and sales, as the ads resonate more with their intended audience.
Maximizing Reach through Geographic Targeting
Geographic targeting helps advertisers show ads to users in specific locations. This is useful for businesses with physical stores or services tied to certain areas.
For example, a local restaurant can target ads to people living within a 10-mile radius.
Advantages
- Reaches local customers
- Reduces wasted ad spend
- Enhances marketing efficiency
By focusing on geographic areas, advertisers can attract nearby customers, making their campaigns more effective.
