The Evolution of Facebook Advertising

With the Audience Network, Atlas, Header Bidding, Collections, Canvas Ads, & More, Facebook is THE Place to Spend Your Ad Dollars

Facebook is coming for your wallet. And it’s time to pay up (and be happy about it too).

We manage a lot of social advertising campaigns for our clients. Much of our effort is spent on Facebook and Instagram ads (although Snapchat advertising is growing quickly). We like to explain Facebook/Instagram ads to our clients like this: You hand us (and Facebook) a $1 bill, and we’ll hand you back a $20 bill. It’s like clockwork. And if you’re not on the train, now is the time.

Facebook’s Ever-Improving Ad Product

Everyone knows that Facebook makes money via its ads, so it makes sense that it’s trying to innovate as quickly as possible. We recently wrote about Facebook Atlas, which is a huge move for its ad product. Facebook allows you to target people regardless of browser, device, channel, or publisher. Atlas also allows you to connect your digital advertising to in-store sales for a better picture of your campaign performance.

Facebook also recently announced that it’s bringing advertiser demand from its Facebook Audience Network to mobile web publishers that use header bidding (if you’re not familiar with header bidding, click here). Large publishers like Forbes, the Washington Post, Daily Mail, and many others use header bidding. This new announcement will allow Facebook advertisers to be seen on those publications.

Facebook Collections is another new ad offering from the social network. Collections are a mobile-only ad format. Facebook notes that 45% of all shopping journeys now contain a mobile action. Collections ads are designed to win customers over within the Facebook app before directing them to the advertiser’s website. Collections ads start with a main image, and 4 product images below. When someone taps on the ad, a broader catalog opens up that can hold up to 50 more product images. Then if a user taps on a specific product – the ad directs them to the advertiser’s website. Beta testers of this new ads format have reported a 2x to 5x increase on ad spend. See an example below:

facebook collections ads

Facebook Collections ads example

Facebook Canvas ads were introduced last year, and they’re incredible. View a gallery of Canvas ad examples here. Canvas ads are a little more geared towards “storytelling”. This ad format uses a combination of videos, images, text, and call-to-action buttons. In Canvas, people can swipe through a carousel of images, tilt to view panoramic images, and zoom in to images to see more detail. Canvas ads are another mobile-only ad format from Facebook. They are also FAST, loading as much as 10 times faster than the standard mobile web. Facebook reports that the average interaction with a Canvas ad is over 30 seconds, which is incredible.

facebook canvas ad example

In summary, you need to be running Facebook Ads. They work for B2B, ecommerce, large brands, and local retailers. Knowing which format works best for your company and goals is crucial. Understanding the Facebook Newsfeed algorithm is also necessary. If you have any questions or need help in any way, contact us today!

Snapchat Shows – How Snapchat Discover is Transforming Social Media

Snapchat Shows Are Game-Changing and The Future is Premium Mobile Video

Snapchat’s Discover section is unique. For the unfamiliar, Discover is made up of daily content produced by professional publishers (think CNN, ESPN, NatGeo, People, New York Times, etc.), exclusive to Snapchat. The content, just likes Snaps themselves, is only available for 24 hours. But Snap, Inc. has a bigger vision for Discover: Snapchat Shows.

Before we dive in to Snapchat Shows, think about the video content you consume on mobile. Twitter is full of GIFs, Instagram is full of memes, Facebook is full of “viral” or political content, YouTube is full of garbage. Yes, you can find great video content on all of these platforms. But Snapchat is aiming to be the premiere hub for mobile video, and their approach is truly a unique one.

planet earth 2 snapchat show

Discover itself has daily editions of interesting content. But “Shows” is what can truly set Snapchat apart.

As of now, there are twelve Shows on Snapchat or in development for Snapchat:

  • The Bachelor: Watch Party – A weekly show on Tuesdays that recaps The Bachelor episode from the previous night – by ABC
  • The Rundown from E!
  • Game Day – A weekly show on Saturdays during college football season – by ESPN
  • The Voice – Additional, exclusive content from the network hit – by NBC
  • The Tonight Show Starring Jimmy Fallon – Additional, exclusive content from the late night show – by NBC
  • Saturday Night Live – Additional, exclusive content from the comedy sketch show – by NBC
  • Hungry Hearts with Action Bronson – A reality show about dating – by VICE
  • Second Chance – An unscripted reality TV drama series – by A+E

Snap recently announced a deal with Discovery Communications to develop shows for the platform under the Shark Week and Mythbusters properties.

Additionally, MGM Television inked a deal with Snapchat. MGM Television is the first major entertainment studio to sign on as a partner. MGM is involved with popular shows such as Fargo, Survivor, Vikings, and Shark Tank.

Recently, the biggest show of them all premiered: BBC’s Planet Earth II. Planet Earth will also be sponsored by Goldman Sachs, who will be running Snap Ads throughout the episodes.

planet earth snapcode

Get a sneak peek of Planet Earth II on Snapchat by pointing your Snapchat camera at this QR SnapCode

If Snap can continue to build out original content through partnerships, the platform can continue to evolve and be a go-to destination for premium mobile video. Snap has some inherent advantages that will allow them to pursue this venture: being headquartered near Hollywood and the “cool” factor. Snap seems to zig when other social platforms of the past have zagged. It will be interesting to see how this unfolds over time. But here at Wallaroo, we believe in Snapchat.

Snap Ads for App Downloads

How to Utilize Snapchat Advertising to Drive App Downloads

When it comes to social advertising, we at Wallaroo Media are constantly looking for what we call “arbitrage opportunities”. These are opportunities where ad rates are lower and ROI is higher than typical market metrics. As such, we are recommending Snap Ads for app downloads right now. The market has not caught up to the opportunity.

In an effort to keep with with Facebook app install ad campaigns, Snapchat is making a big push with their Snap Ads to app install offerings. The first public data was discovered on the Acorns app (who was one of our clients – view our amazing work for them here). Take a look at the screenshot below of their ad, and read on to learn more about the results.

acorns app snap ad

Acorns App Snap Ad

Acorns gained a ton of early traction through Facebook Ads and Twitter Ads. We actually helped them run highly targeted download campaigns on those platforms. Late last year, Acorns wanted to test Snap Ads for their app downloads. According to Acorn’s Chief Commercial Officer, the Snap Ad campaigns actually had 40% higher install rates than those on Facebook. This is an astronomically high number, since the Facebook Ads were already performing superbly. Acorns said that the CPI was a little higher on Snapchat than on Facebook, but that it made up for the higher cost with a greater download rate.

Fullscreen, a video-streaming service, said that Snapchat targeting reduced its cost per installation by 25% because it meant more installations on the same amount of ad spending.

As mobile ad advertising continues to grow, app installs will continue to be a large piece of that pie (Business Insider reported that 25% of mobile ad revenue is from app campaigns).

As we get more data and case studies, we will continue to update this post.

cookie jam app snapchat ad example

Cookie Jam app Snap Ad

 

 

 

snap ads app downloads

Snap Ads for App Downloads Case Study

Facebook Atlas – A HUGE Move That Has Been Overlooked

facebook atlas

Atlas is Now Integrated into Facebook Business Manager, And This Changes Everything

Facebook just announced that they are integrating Atlas into the core Facebook Business Manager and Facebook Advertising products. All of Atlas’ tools and offerings will now be available to anyone running Facebook Ads, for free. This is HUGE. Let me tell you why.

A Bit About Atlas

Atlas was purchased by Facebook from Microsoft in 2013. Atlas self-describes its product as “People-Based Marketing”. From their website: “Atlas delivers cross-everything solutions that are built for today, ready for tomorrow and capable of providing real value for advertisers.”

There are three pillars of Atlas:

  1. Cross-Everything: Atlas solves cross-device fragmentation. With Facebook Atlas you can reach and measure people wherever they consume content, regardless of devices, browsers, publishers, or channels. You can also connect your digital ads to in-store sales for a true picture of campaign performance.
  2. Consumer-Led: Atlas allows you to utilize cutting-edge tools and formats like creative sequencing, remarketing, video, native, in-app, and more.
  3. Value: Atlas delivers people-based marketing powered by the accuracy, scale, and persistence of Facebook. This improves the results and better optimizes the budget.

According to Facebook, 82% of marketers say they are constantly searching for new tools to help optimize cross-device advertising strategies. Atlas solves this issue.

What This Means For Digital Marketing

Facebook stated that over the coming year they’ll continue to make improvements to their advanced measurement tools. This all-in-one solution will become the central destination for people-based, cross-publisher measurement. The end goal is to help all marketers/advertisers fully understand how their campaigns drive value both on and off  Facebook.

 

Why Advertising on Snapchat is Better Than Advertising on TV, And Why You Need It Now

Advertising on Snapchat is more effective, and a better long (and short) term strategy, than advertising on TV. I will convincingly make the case in this article.

tv-is-dead

TV Advertising – A Dying Breed

Television commercials have long been the holy grail for advertisers. Largest reach, highest engagement, cheapest cost per view, etc. But that has changed. The majority of TV viewers now record/DVR their shows for later use. Research by YouGov and Deloitte pegs the number at 86%. 86% of viewers always fast-forward through adverts! The exception? Live sporting events (and occasionally local newscasts).

Advertisers are clamoring to be a part of live sporting events in any way possible. That’s the best ROI for TV advertising now, and it’s only going to get more expensive as more brands realize this. The bids are increasing every year. For example, a 30-second spot during the Super Bowl in 2010? $3 million. A 30-second spot during Super Bowl 2015? $5 million. That’s a 66% cost increase in just five years, and that’s excluding the costs of video production.

Here’s the thing, though: When the commercials come on during live sporting events (or any other live TV programming for that matter), what do viewers do? Sit back and enjoy the steady stream of commercials? No. They pull out their phones. They check Snapchat. They browse Instagram. They wish their friend a happy birthday on Facebook and browse click-bait articles. They tweet reactions to the game. They check Snapchat and send filtered doggy faces to all their friends. That’s what people do. That’s where they spend their time. Their eyes are focused on the little screen in their hands instead of the big one where your advertisement plays. That small screen is where you need to be as a brand. Still need to be convinced? Here is some data… snap (1)

Data to Support Why Snapchat is Better Than TV

Here’s a few points on how Snapchat sets itself apart from its competitors as a social media platform, why it’s greater than TV for ads, and why it’s an advertiser’s dream:

  • Two-thirds of video snaps are watched with the audio on. That’s a HUGE difference from Facebook. It was recently reported that 85% of Facebook video ads are watched with the audio off.
  • Snapchat has a unique daily reach of 41% of 18-34 year olds in the U.S., compared with only 6% on TV (according to a Nielsen study in February).
  • Snapchat has over 100 million daily active users (while Bloomberg estimates that number to be 150 million).
  • Snapchatters watch over 10 billion videos per day, which is an increase of over 350% in the last year alone.
  • Snap Ads have an engagement rate 5X higher than the average click-through rate of other social platforms.
  • A National, Sponsored Geofilter on Snapchat reaches 40% to 60% of daily Snapchatters (Taco Bell’s recent Cinco de Mayo Snapchat filter had 224 million views in one day! Gatorade also had a sponsored lens that got 165 million views).

Advertising is a battle for eyeballs, and Snapchat has our attention. Average monthly minutes per user spent on the platform is second only to Facebook among social networks. On TV, or on any other social platform, users hate ads. On Snapchat, users play with the ads. Think about that for a second! Users not only tolerate ads on Snapchat, but they enjoy, engage, and play with them!

tv-dying

What Makes Snapchat Unique for an Advertiser?

Snapchat is a unique platform, and it can be tricky to navigate as an advertiser if you’re unfamiliar with how it works and what types of posts, filters, and lenses work best. Snapchat, by the nature of its disappearing content, creates a sense of urgency that encourages users to take action quickly. This is a crucial aspect of the platform. Some brands view this as a detriment. I view it as a benefit. The 10-second max duration allows the ad spot (or the marketing campaign) to be direct and cuts to the chase. As a result, it allows for more testing to find the best ad creation and targeting combinations.

An important note: there is little competition from other brands and advertisers right now (only ~1% of advertisers are using Snapchat). But that is changing quickly. According to recent research from eMarketer, 22% of media buyers plan to spend on Snapchat this year, compared to only 4% on Facebook and Twitter.

snapchat

How to Advertise on Snapchat

Learning how to effectively advertise on Snapchat needs to be its own post (I’ll tackle that next week). There are various options (in order of cost):

  • Snapchat Discover (the most expensive – starts at $50,000)
  • Sponsored Lenses
  • Sponsored Nationwide Geofilters
  • Snap Ads
  • Sponsored Local Geofilters (the least expensive – starts at $5)

I recently wrote a post about utilizing Snapchat geofilters to sponsor local events. As an agency, we have also launched That’s A Snap, which is a Snapchat filter ecommerce shop that enables you to purchase pre-made filters to use for various events.

Another way to advertise on Snapchat is by teaming up with influencers. There are thousands of influencers on Snapchat that you can hire to create and distribute content for your brand. Some of these influencers get millions of views on every snap they send! I would recommend calculating the cost per average engagement before hiring an influencer, as well as verifying that their following fits your demographic. We would recommend using Microfluencers, who oftentimes can get you a better ROI on your money.

The space here is heating up. Just last week the head of marketing at Wendy’s said “I have taken TV dollars and put them into Snapchat”. Stay tuned  :).

In January 2017, Snapchat announced that one of their proprietary “shows” on their platform, Sweet, gets 16 million monthly viewers. Keep an eye on this space and Snapchat’s continued focus on their content creation and distribution.

Update on March 16, 2017: Adidas announced it will no longer be advertising on TV, and that it’s going all digital now. It has begun!

Want to get inspired for your own strategy? Check out this post about creative Snapchat campaigns that various brands have run.

Lastly, do you need a Snapchat marketing agency? That’s us! Contact us today and let’s talk strategy and what campaigns we can run for you to help you achieve your goals!

Have any questions? Tweet me HERE or add me on Snapchat (username: brannybunny).

 

How We Utilized Evergreen Content to Increase Our Traffic 1,300% in 18 Months

SEO Has Been The Single Largest Driver of Business for Wallaroo Since Our Inception

Last updated: March 13, 2017.

Through our evergreen content strategy we’ve grown our traffic over 1,300% in 18 months. The first half of this article will show you how we did it. The second half will teach you how to do it for your company.

Wallaroo Media was founded in mid-2012. When we formed our company, we wanted a name that was unique, fun, and brand-able. We also wanted it to have a word in it that got a lot of monthly searches that we felt we could rank for fairly quickly. So we chose Wallaroo. Soon enough, we got to #1 for the word “Wallaroo” and could tell all our prospective clients that we knew how to do SEO  :). This keyword targeting strategy also reflected the types of clients we were going after. With a resume like this, and with no case studies and little experience, we could really only get local clients like restaurants, dentists, auto repair shops, etc. And when we did get those types of companies as clients, we hustled hard to do everything we could to help them succeed.

how to use SEO to grow business

That was back in the early days. We don’t care about ranking for “Wallaroo” anymore (although we’re still on page one); we moved on to bigger and better things. Like most SEO companies, we started by targeting localized keyword phrases related to “SEO”, or “Utah SEO company“, or “Provo Utah SEO”. This keyword strategy also reflected the types of clients we were able to get. If someone Googled “Utah SEO Company” and found us, chances were that they were interested in SEO, maybe some content marketing, and not much else. We got a lot of great clients this way, and still do, but we wanted to level up as a company. Once we achieved amazing rankings for those keywords, we continued to set our sights on higher revenue-generating keywords and bigger clients…

Enter: The “Evergreen Content” Strategy

With a firm hold on SEO-related keywords in our market, we wanted to expand our services and offerings at our company. We wanted to diversify. We wanted to get more into social media advertising management and PR. So we created a content marketing plan.

There were three key steps in our approach to our Evergreen Content Strategy:

Step 1: Evergreen Content 

evergreen content seo strategy

We wanted evergreen content to be the backbone of our strategy. What is evergreen content you ask? We define it as timeless content that continually stays fresh for readers. We felt that this was an under-utilized tactic with the keywords we wanted to rank for. We wanted to get more clients who wanted to hire us to manage Facebook Ads. So we took a page out of Moz’s book (with their Google Algorithm Change History piece) and decided to create the Facebook Algorithm Change History with the purpose of using it as a Trojan horse to get social ads clients. We created the Facebook Algorithm piece over 2 years ago, and have been updating it every month or so since. That content ranks #1 for “Facebook algorithm change”, #3 for “Facebook algorithm”, #4 for “Facebook changes”, and #5 for “New Facebook update”. It also ranks on page one of Google for another ~100 keyword phrases! The content piece has had almost 60,000 visits since its launch with an average time on page of about 4 minutes.

Step 2: Consistent Updates

As I briefly mentioned in Step 1, we have been updating that Facebook Algorithm piece every month or so for over two years now. Every time we update it, we do three things: Change the publish date in WordPress, change the “Last updated” phrase at the beginning of the piece, and share it on Google Plus (and other social networks as well). Correlation does not equal causation, but we have found this sequence to be crucial in our rankings.

A little more on “evergreen content”: I would highly recommend that unless you are writing on a topic that is time-sensitive or newsworthy in nature, that all your content is evergreen. We update our Facebook piece all the time (because it needs to be updated constantly). But if you publish a piece titled, “How to do SEO for B2B Companies,” update it all the time! Seek out ways to do so. Update the case studies you cite. If you figure out new, applicable strategies, add those. Did Google or Facebook or something else change since you first wrote the piece that now changes things? Add that and update it! Be creative, it shouldn’t be difficult to add to a piece every couple months and thus make it evergreen.

Step 3: Being The First-Mover Helps

Being the first-mover to go after a keyword helps with future ranking ability. It is by no means a requirement, though. But in our experience, being the first to publish an in-depth, well-optimized piece on the subject can do wonders. And if you are consistently updating it, you can stay ahead of the competition. There isn’t any more secret sauce here.

utah seo growth at wallaroo media

Note: Some here may bring up the “Skypscraper Technique” from Brian Dean (who is awesome and whom I greatly respect). Yes, that strategy works very well, and yes, the Skyscraper Technique is designed to overtake first-movers. But if you follow steps 1 and 2 well enough, then being the first-mover will obviously help you. And if you’re always working to build links to your content, then you should be immune to competitors. Theoretically, they wouldn’t want to compete. Who would want to compete with amazing content that’s always being added to and has a consistent flow of quality backlinks pouring in?

Case Study: “Snapchat Advertising”

We shared a mini case study in Step 1 with our Facebook piece. Now we’ll spill the beans on what we’ve been up to lately: targeting all keyword phrases related to Snapchat Advertising, and using the Evergreen SEO strategy to do so.

We were early adopters internally of all things Snapchat. We have a team that skews toward the younger side, and many of us have thoroughly enjoyed the popular social network since its inception.

When Snapchat started rolling out ads last year, we began thinking about offering ads management for the social app as a service. One problem though: Snapchat wasn’t letting anyone in. No agencies, no public access, nothing. They were working directly with brands to create and run the ad campaigns. So we dragged our feet.

snap ads campaign management

But in November of 2016 we published version 1.0 of “Snapchat Advertising Costs” on our website. From there, we continued to update that piece according to steps 1-3 outlined above. We also wrote a lot about Snapchat marketing strategies in general. What are the results you ask? Here they are:

  • “Snapchat advertising” – #2 (after Snapchat.com)
  • “Snapchat ads” – #2 (after Snapchat.com)
  • “Snapchat cost” – #1
  • “Advertise on Snapchat” – #2 (after Snapchat.com)
  • “Ads on Snapchat” – #3 (after Snapchat.com and Snap.com)
  • “Advertising on Snapchat” – #2 (after Snapchat.com)
  • And over 200 more keyword phrases

If you pull up the search volume for those phrases, you will see that none are huge (each phrase ranges from a few hundred to the low thousands in monthly searches). But, as you can imagine, they convert to actual business for us very well. And with SEO, the true measure of success is conversion (at least in our minds). Does your SEO strategy get your website the right traffic and interested users/customers/clients in the target demographic? This is a key component for any effective SEO campaign. For most of our website visitors that come to our site through these keywords, we’re the first agency they come in contact with that does Snapchat advertising. Our content, combined with some retargeting ads every now and then (we spend less than $100/month in paid advertising for ourselves), helps convert these visitors into paying clients.

Take a look at our website traffic in the screenshot below. In an 18-month period, we’ve increased our traffic from under 400 visitors per week to over 5,000 visitors per week. That’s an increase of over 1,300%! Evergreen content works very well  :).

evergreen content case study

Evergreen Content Strategy in Action

 

Each time we wanted to “level up” as an agency, we leveled up the keywords we targeted. Consequently, our client roster has evolved from local clients to larger, but largely unknown, nationwide clients, to publicly-traded companies and household brands.

At Wallaroo, we absolutely love SEO. It was the first service we ever offered, and it will always be part of our core. It has helped grow our business immensely. If you do it right, SEO can do the same for your brand. Want to grow your business through SEO? Contact us today!

Step by Step Process for Creating Evergreen Content

Now that you see how we used the evergreen content strategy to grow our business, let us show you how to do the same for yours.

First, you need to decide which type of evergreen content you want to create. There are many different types of evergreen content. Here’s a quick list:

  • Original research
  • Statistic collection
  • In-depth case study
  • Checklist
  • Resource content (see our content marketing resource)
  • List of free/paid tools
  • Top influencers/experts in a niche
  • Best books for X
  • Glossary of terms in a niche
  • “Everything you need to know” style
  • History of a topic/product (see our Facebook algorithm history)
  • How to do something over time
  • How-to article or tutorial

Keep in mind for whichever type you choose – it either needs to be written in a way to where it will never go out of date, or you need to be consistently updating the piece over time.

Another key component of successful evergreen content is constant promotion. Many forget to do this. Once your content is live, you need to be promoting it on a consistent basis. Not every day, but at least a couple times a month. And for sure every time you update it. Promote it on Twitter, Facebook, Google Plus, LinkedIn, and Pinterest. Depending on the purpose of the content, paid advertising can be a good solution as well.

Do you have any questions about this strategy? Don’t hesitate to contact us!

Facebook & Instagram Continue to Copy Snapchat

Over the last few months, three new announcements came out about Facebook. Each of them points to Mark Zuckerberg taking pages straight out of Evan Spiegel’s book. The three announcements were covered here, here, and here.

First, Facebook is tweaking their live video section to look more like Snapchat’s. Simple enough.

Second, it’s been reported by multiple outlets that Facebook is prepping a competitor for Snapchat’s “Discover” section. It will reportedly be named “Collections”. Everyone wants in on the content game. See side by side examples here (with Snapchat on the left and Facebook on the right):

Third, and the most blatant of all, Facebook has introduced camera effects called “location frames”, which work just like Snapchat’s geofilters. Just like geofilters, users can create and submit illustrations tied to specific locations. Users can also submit more general designs with illustrations not tied to a specific location. No word on if Facebook will create pay-to-play versions of their Location Frames yet. Check out an example below.

Facebook Location Frames

So, it will be interesting to follow along as these two tech titans continue to battle in 2017. One thing is clear – Facebook does not want to relinquish its lead as the go-to social platform.

Update on 12/21/16: Instagram just added a stickers feature, in yet another copy of Snapchat. You can now add “contextual stickers” and “location based stickers” on Instagram. See an example below from Instagram.

instagram adds location and contextual stickers

Instagram Location Stickers

Update on 3/8/17: Instagram Stories launches geostickers. Snapchat launched their geostickers in 2014. Below are screenshots of Instagram’s new geostickers, courtesy of TechCrunch. Take a look at how blatant the copy is…

instagram stories geostickers

Instagram Stories Geosticker

instagram stories launches geostickers

 

Update on 3/10/17: Facebook launches a new feature inside of Messenger called “Messenger Day”. Take a look at the screenshot of the new feature below.

facebook messenger day snapchat clone

Be honest with yourself – is that not an exact clone of Snapchat?! Facebook’s executives are saying no. But I think we can all agree, it’s a clone. Yet another example of Facebook’s inability to innovate. The new feature is only available in the U.S. for now, but it is said to be rolled out to other countries soon.

 

P.S. – If you need custom Snapchat geofilters, we got you  :).

New Google Adwords Label is More Hidden Than Ever

The Line Between Paid & Organic Search Disappears…

Just a couple weeks ago Google made another change to their “Ad” label for paid results in the SERPs. The new label has a thin green border on a white background. To the naked eye, many people will miss this label. It’s almost transparent. These labels are pervasive across mobile and desktop, iOS and Android.

This is yet another expansion in Google’s never-ending quest to own the search engine results pages. In some results, you will not see an organic listing above the fold. Take a look at the image below from Search Engine Land. The image shows the same results across different devices. As you can see, no organic results.

How Long Has This Been Happening?

Well, I’m glad you asked  :). This evolution started in 2005. But take a look at the image below. The ads now look almost identical to organic results.

What Does This Mean For You?

Now more than ever, your paid and organic strategies need to be buttoned up. Ongoing Adwords testing (along with landing page design and CRO) is crucial. And, of course, you need to do SEO the right way.

Speaking of SEO, take a look at the image below from @chrisgreen87 on Twitter. The image shows how much the rankings fluctuate after page one. HINT: It’s a lot.

seo rankings fluctuation google

 

New Facebook Shoppable Feed Ads

Facebook Tests New Shoppable Feed Ads; Also Announces New Ads in Video Content

Facebook started testing new product ads a couple weeks ago. These ads allow retailers and ecommerce shops to show off multi-product imagery within the Facebook news feed. This is the latest innovation to Facebook’s ad product, which remains the leader in the social advertising space. Facebook released Dynamic Product Ads a couple years ago, and this is the evolution of that.

The new Facebook Ad format lets advertisers use multi-product imagery alongside product-specific units in the same ad. Take a look at the image below to see how they look.

Facebook Shoppable Feed Ads

Facebook Shoppable Feed Ads

This new ad format seems to be a response to Google’s Shopping campaigns on Adwords, which debuted five years ago.

On Facebook, though, we can be much more interest- and behavior-based with the ad targeting. It will be interesting to see how these continue to evolve in the future, along with Facebook’s new Canvas ads.

We have tested these with a sampling of our clients, and the early results have been absolutely fantastic. Interested in getting a campaign going for your brand? Contact us today!

In other news, Facebook officially announced that “eligible publishers” can now make money from in-stream video ads on their own websites and apps through Audience Network. On Facebook itself, they are also beta testing “Ad Breaks” in Facebook Live video on a selection of profiles and pages.

Facebook continues to push video content, especially premium video, to compete with YouTube. This is a big step in that direction.

Snap Ads – The Complete Guide

The Complete Guide to Snap Ads

This is a concise, but complete, guide to the ins and out of Snap Ads. We share minimum ad spend numbers, fees, targeting, etc. If you have any questions, contact us.

Last updated: February 20, 2017.

snap ads management

Snap Ads Details:

  • Minimum Ad Spend – $10,000/month (month to month contract) [Note: Options available for budgets under $10k]
  • Snap Ads Management Fee – 20% of total ad spend (lower if spend is $30k+)
  • Countries Available – United States, UK, Canada, Australia, France, Germany, Ireland, Netherlands, Spain, Denmark, Norway, Finland, Sweden, Italy, Brazil, Mexico, Argentina, Colombia, Saudi Arabia, UAE, & Turkey
  • Targeting Options – Location, Gender, Age, Interests (See full list of current interest targeting options below)
  • Ad Reporting Metrics – Impressions, click rate, swipe-up rate, video views (reporting views to 25%, 50%, 75%, and 100%)
  • Tracking Options – Vanity URLs, UTM tags, mobile-friendly landing page
  • Destination Options – Video views, App installs (swipe-up leads to app install page), Web views (swipe-up leads to landing page of your choice)
  • Ad Creative Options – Video only for now (click here for video specs)

Are you interested in starting a campaign on Snapchat? Then you’ve come to the right place. We’re your team from creative and strategy, to execution and management. Click the the link below and let’s get you started on making more money. It’s a snap!

Snap Ad interest targeting options:

“Activities/Sports”
Adventure Sports, Fitness, Snow Sports, Running, Sports, Motor Sports, Football, Baseball, Basketball, Golf, College Football, Hockey, Combat Sports, Soccer, Tennis, Beach & Watersports, Skates/Bikes/Boards
“Lifestyles/Hobbies”
Arts & Culture, Beauty, Reading, Fashion & Style, Autos & Vehicles, Nightlife, Investing & Entrepreneurship, Food, Technology & Gadgets, Travel, Women’s Lifestyle, Math & Science, Home Decor, Men’s Lifestyle, Outdoors & Nature, College Life, Streaming Video, DIY, Hip Trends, Pets & Animals, Fast Food Junkies, Cooking, Parenting & Family, Science Fiction & Fantasy, Green Living, Photography
“Music”
Music, Country Music, Concerts & Festivals, Indie Music, Dance & EDM Music, Pop Music, Urban & Hip-Hop Music
“News/Entertainment”
Film & TV, Comedy, Reality TV, News, Business News, Celebrity News, Political News, Video Games, Console Games

Check out two Snap Ads case studies below!

snap ads case studies