What is the current state of advertising online in 2020?
Whether you are a brand or an agency, its extremely important now to use paid ads as part of your strategy to get customers.
No longer can you just put up a website and expect to build huge without some kind of paid ads strategy.
But what is the best bang for your buck? And where should you spend your ad dollars?
Since 2012, I’ve been running ads online. A lot has changed, but also, a lot has stayed the same.
Still in 2020, search PPC is the giant in the room offering the best results since its very simply driven on search traffic. People looking to buy right now or people looking for more information right now.
Since, 2015, I’ve been deep into social media ads. Facebook Ads mostly. Results can be hit or miss in comparison to search PPC because you are interrupting people versus providing people answers to their searches. However, this doesn’t mean you shouldn’t use social media PPC. You just need to know how to target your key audiences. This is where many agencies and brands struggle with.
Since 2018, I’ve been deep into YouTube Ads. I see video ads both on FB and YT as the key spots where you can get cheap ads and millions of video views quickly to your offers.
In 2020, I see video ads, Youtube Ads continuing to grow. Almost no one is doing it in the ecommerce space yet, but this will change this year as more and more ecomm brands are developing cool YT Ads such as dollar shave club.
According to Think with Google, consumers have watched 50,000+
years of product review videos on mobile in the last 2 years and
are 3x more likely to prefer watching a YouTube tutorial video over
reading the product’s instructions.
By 2025, 80-90% of traffic will be mobile and consuming video content.
Things like manychat, chatbots, push notifications, and podcast advertising are still very new and growing. Email and Google Ads are still the giants in the room when it comes to paid ads and communication, but all these AI options and new forms of content like video and podcasting are growing like crazy.
My advice: Get great at the basics of advertising. Learn one or two platforms and master them. (Facebook and Google.)
Then get results for clients and build an agency. Most agencies offer high prices and subpar results. Most agencies dont have more than a couple clients.
Master your craft and grow your business online.. And make sure to follow me for future YouTube videos and posts like this.
I think 2020 is the perfect time to master PPC ads. Make sure to follow people like myself or Jon Loomer. Attend live events. Follow PPC Hero, AdsEspesso and other industry leader blogs.
Ok… to be honest.. this has been covered before. But I didn’t have a clue on this.. so I did some research into how I can pull video footage from the internet and use it for my own Youtube videos, vlogging, and video editing purposes.
I have an Iphone X, Go Pro 7. But I don’t currently have a digital camera or a drone; so I am limited to what I can do with video.
So; I’m lazy. Naturally, I want to find video that is already done for me.
I’m here recording video currently in Bali. I noticed people flying drones over me while I sat on the beach, went to a nice lookout spot, and I saw other people’s Go Pro’s at the beach.
I started wondering.. hmm… Can I just ask them for all their video footage??
I don’t want to spend $2,000 on video equipment, spend weeks learning it all, and weeks more going around to record footage if I don’t have to.
How can I find Creative Commons Material using YouTube??
I just did a few Google searches to start off. Found some things. Ok. Here’s the short answer.
#1 Youtube Search
It’s simple. Just click on creative commons in the YouTube Search. I found 100’s of videos just for Bali.
Now all the videos in the search will be licensed under Creative Commons. Note this will return all Creative Commons licensed videos, so you will need to be sure to check out the particular licence and abide by its conditions. For more information on Creative Commons licences and their conditions, see the ‘What is Creative Commons?’ Information sheet.
Now, you just need to download the videos you want.
#2 Creative Search
This is in beta. I am just testing this out today as I write this. This is a search engine which is perfect if you are also searching for images and other media outside of video.
I recommend saving this link as well. I found millions of amazing images with the ability to use them. Wow. So cool!
#3 Stock Footage Search
There’s so many websites that offer stock footage. The problem is that most cost money. That’s why I am using Youtube mostly for video footage now. Stock video footage is okay; but of course its very generic.
I found some free videos; but they usually only have a few available.
Youtube search is the best to find videos for your next video project. Just make sure to follow the guidelines.
How to Download Your Youtube Videos
There is a few ways to do this.
The way I currently found to do so is with YouTubnow.
It’s simple; just copy and paste your Youtube video link and you are done.
Just make sure to organize all your video downloads as they can easily pile up hah. 🙂
I hope you found that finding Creative Commons Material using YouTube is easy and effective.
There is a brand new software out that, full disclosure, I am using, testing, and promoting called WordBotics created by Lina Trivedi.
Who is Lina Trivedi?
I first met Lina Trivedi at a business conference in North Carolina in 2011. It was the first Warrior Forum event I ever attended. The crowd was very different from any event I had ever been to before. Lina was one of the few people I picked from the crowd to interact with and we quickly became friends.
One of the first things I noticed is that she ran her business with extreme detail to customer service and had some of the highest integrity I have ever seen in our industry.
I know if I work with people with integrity, my own business can benefit as well.
Lina also taught me the important of customer support and personal care. I have seen her go above and beyond other product creators. I have seen her get on the phone with customers and spend time that she did not need to do.
Going above and beyond the call on customer support is what I saw. I even made a joke about how she works harder than anyone to support her customers. Late nights past midnight almost on a daily basis working with them.
I told her she needs to charge more for all of this support and her products hah 😉
Lina Trivedi has continued to be a leader in our industry with integrity and if there is anyone I could pick out of a crowd of product creators in the internet marketing community, it would be her.
So, when she came to me with her new product Wordbotics, of course, I was interested.
I am not really into the Kindle niche or book writing to a major degree, but I do know it takes so much work to write a book. I have written my own ebooks , blog posts, and articles over the years.
What is Wordbotics?
Simply; it is software that guides you in writing your own ebook / kindle and helps you publish it.
If you are planning on writing a book, publishing anything on kindle, releasing a book on amazong, or writing a PDF / Ebook; Wordbotics is a tool that I can highly recommend.
First, Lina is a master programmer and she knows this niche better than anyone. She knows the product and created the solution for herself in mind.
I highly recommend Lina’s products in any case. However, in this case, this is her best product that she has ever put together by far.
I would call Wordbotics her flagship product.
Even people like Russell Brunson and Click Funnels are trying to copy this software and release their own version.
Lina has been working on this software for years with multiple beta releases and thousands of people purchasing and really releasing their books.
This is not a fly by night product, nor a product that has terrible customer support and use.
People are really publishing books using Wordbotics.
That is why I recommend Wordbotics. If customers are really using your software and getting results, that puts you way above most of the software that is available for purchase.
Up until now; YouTube Ads have been mainly a tool for large companies to brand; for movies to show trailers; and for YouTube channels and Online Companies to run some very effective video ads.
That, however, is about to change in a very big way. Local YouTube Ads are about to get very popular. Likely, very fast.
YouTube is about to roll out a mobile video studio all over the US for local businesses to record a video and setup a video ad for YouTube.
This means that YouTube already knows YouTube Ads For Local are not only viable; but very profitable.
Ironically; I’ve been preaching that local businesses need to get on Youtube and run ads. It’s way more effective and cheaper than traditional TV. The tracking on traditional TV is non existent. On Youtube; it’s close to real time tracking and there’s a ton of data. You only pay for clicks and not just impressions / views.
There’s so many benefits for local businesses to start using Youtube Ads for their business. They should also have a Youtube channel with at least some video content.
I think it’s a great idea for many niches to get on Youtube. You only need a phone these days to do HD video and it only takes a few minutes to do.
The big difference between Youtube and TV and Youtube has the younger audience. TV has the baby boomers and older audiences. So; if a local business is catering to a younger audience; this makes it even more effective.
Are you catering to teens? Hipsters? Gamers? Is at least a portion of your customer base under 40? Then; you should be on Youtube.
My mom at 61 just shared a video with me from Youtube about SEO. It’s not like no one over 40 goes on Youtube. I think more and more of the older audience will adopt usage as we go forward in the next five years.
Youtube is getting better and better as well. The ads platform is better. And now ; they have the following announcement:
“Soon you’ll be able to reach people on YouTube who recently searched for your products or services on Google. For example, an airline could reach people on YouTube who recently searched Google.com for ‘flights to Hawaii.’ We call this custom intent audiences,” explained the recent Google’s announcement.
This is basically retargeting on steroids!
The future of online advertising is already bright; but Youtube and Adwords have definitely has been making changes that has led me away from Facebook Ads more and more.
I can’t help it. I am in love with everything that Adwords has been doing as of late. AND.. I think this trend will continue.
I may in fact move more and more clients to using an Adwords / Youtube Ads + FB Ads strategy and tie them together by retargeting traffic with Google tags across both platforms.
How about you?
Have you used Youtube Ads? Have you used Youtube Ads for Local?
Now, I’ve been known for a while for generating leads on Facebook. So naturally, I needed to dissect this new feature on the ads platform.
So, it was time to watch the video: (You can click the video image to be sent to their official page.)
Okay, great. So we can get data straight from Facebook users and have it for ourselves to market to.
It looks something like this process:
Real World Case Studies Using Lead Ads
“Initial tests on Facebook have shown costs as low as 1/3 of the website conversion objective campaigns. It’s a win-win situation: the user receives a better experience without having to leave the Facebook app, while you receive higher conversion rates with automatically populated fields.”
Michael McEuen, Adstage
“In early A/B testing, Facebook’s native lead ads outperformed link ads driving to the website to fill out a lead form in terms of total leads and conversion rate, while driving a 4x reduction in cost per lead compared to previous social lead generation tactics.”
Kim Kyaw, Manager Digital Marketing, Land Rover
“This ad product has taken our customer acquisition efforts on Facebook to the next level. Lead ads have driven robust volume while maintaining exceptionally low acquisition costs—up to 50% less than comparable ad platforms. We are incredibly excited to continue scaling with this product.”
René Fielder Marketing Director, Sona Med Spa
“Lead ads were a game-changer product for Properati. In the past, we had tested similar products from other channels but they didn’t work for us. Since testing lead ads, we have seen a 4x reduction in the cost per lead, with a more than 3x increase in the number of leads we normally generate in Brazil.”
Gabriel Gruber, CEO, Properati
Here’s Where Zuckerberg Messed Up With Marketers
Facebook has done a great job with creating Facebook Lead Ads which works now for both desktop and mobile users.
It’s capturing millions of leads per month for advertisers.
However, they really did make a huge mistake that has led to many marketers wondering if Facebook really is out of touch with your average online marketer.
Facebook has never bridged the gap from capturing the lead information on the form to marketing platforms that we as marketers use every day.
Does Mark Zuckerberg really expect us to login to our Facebook account daily and download a spreadsheet of raw lead data like this is still 1996 that looks like this:
That is why we just released a new software to connect Facebook with any autoresponder / CRM that you may use.
We are excited since now, you too, can get access to this brand new tool.
For members only, we just did a live training on how to use Facebook Lead Ads.
It’s simpler than traditional ads and you will get to see me setup an entire ad that gets leads LIVE during the video in just a couple minutes flat.
Before we jump head first into generating leads on Instagram, let’s first talk about why Instagram matters.
“There’s already a ton of social media networks, why do we need one more?” – I hear this quite frequently. I’m sure you do as well or maybe have even said it. Heck, I may have said it a couple of times myself.
As someone who is approaching 30, I just don’t see the point in certain social media networks younger people are using like Snapchat. I used to think this way about Instagram as well.
You may have heard things about Instagram such as :
It’s only for the younger crowd
I just don’t have the time to look into it
By the end of this post, I hope to prove wrong the doubters and show you through data and examples, that not only is Instagram worth your time, it is 100% needed in your business / marketing efforts at the time of this writing into the future.
Now, let’s take a look at some data at why Instagram is not just for the younger audiences, how your ads can work, and how it is absolutely worth your time.
Let’s first talk about the massive upsides of Instagram Marketing:
#1 : Brand Interaction – Instagram boasts the highest level of brand interaction out of every major social media platform such as Facebook, Twitter, and Google+ as seen in the image below. The 1.53% is Instagram there in the bold.
Instagram has a 10x+ higher rate of engagement and interaction than other social media platforms meaning your marketing efforts can go 10 times as far.
This alone should convince you to get more into Instagram Marketing for your business.
#2 : Wide Audience – Instagram is continuing to grow leaps and bounds among many different age groups. Not just under age 28. Let’s take a look at some recent data.
5 Ways to Generate Leads on Instagram
1. Use Hashtags
This may be the most obvious way to generate leads on Instagram. You can post up to 30 hashtags per post, and the more you post and use hashtags, the more leads you will get simply.
If you use your limit on Hashtags (30), you should see 30 – 100 likes per post and a small amount of new followers. Not the greatest results, but its 100% FREE.
Here’s a list of the top Hashtags you can use for the most likes:
Here’s some examples of my own Instagram Account:
2. Post Daily (Twice Per Day)
Regularity is the key to any type of content or social media marketing. Instagram is no different. However, you can’t schedule content out right now, so its all manual unless you have special software like InstaMate. (Click for my full review – Coming Soon)
I suggest that you post first thing in the morning and around 5 pm. People are most active on their mobile phones before and after work. So before 9 am and after 5 pm. That’s a fact. So, post according to your main audience. For me, its usually 8 am EST and 5 pm EST since most of my audience is in the US and Canada and most of them are in EST.
3. Post Content That Makes Sense
All of your Instagram posts should flow like a timeline or a story. You shouldn’t have random things next to each other. Don’t put a picture of your dog next to a quote of Steve Jobs. Make it a story that people can follow who are new to seeing your profile.
Post content that makes sense for the time of year and the day. People will only spend a second as they glance at your posts, so make it relate to world events, trending stories, and what your target audience is interested in. Look to get ahead of trends and look for posts that can create viral growth that people will share.
4. Networking & Partnering
Its important to be active and connect with like-minded people, prospects, and customers. You can tag them in posts, message them, like and follow their profiles, and have real conversations.
You can find great partners who will be willing to promote your profile for you. You just have to ask. Usually it goes both ways. You promote theirs as well. You can also find profiles with tons of followers that are willing to sell you a post on their profile to drive thousands of new views to your profile. Use other people’s followers to your advantage! This may be the fastest way to grow especially if you are doing this frequently.
5. Promote a Contest / Giveaway
Since Instagram has the highest engagement, it naturally is the best place to run a contest or giveaway of your product or service or perhaps something else… like a NEW CAR! Just kidding, Oprah did that one already. (And it worked wonders for her brand with tons of free publicity.)
I recommend doing this once you built up enough followers to make it really work otherwise, you may waste your time. You don’t even need any special software or anything, just post your contest, tell them what they need to do to apply to win (such as tag 5 friends or start a hashtag trend or promote your profile on theirs, etc.) Then, you run that until you feel ready to give away the prize perhaps in a couple days or a week’s time. This should create a huge influx of new followers and excitement. Plus, your engagement of your followers will likely increase 10x at least for that week and even longer if you have great content to share and excited followers.
Watch My Full Video Insights
Recommended Tools for Instagram Marketing
Instamate – Create, Post, Schedule Your Instagram Accounts
WordSwag – Create Quotes, Watermarks, and Post Repost – Repost other Instagram Posts (Like a retweet)
I’ve been helping many marketers over the past couple years with their Facebook ads. I’ve gone through a number of accounts looking for what was done wrong and how to correct it.
You can say I have some personal experience to share with you on this subject. This just isn’t another cut and dry blog post out for SEO value. (Or at least I hope it won’t read like that!)
Here are the top three mistakes I see:
#1 – Targeting
#2 – Copy & Images
#3 – Funnel
Ok, so let’s tackle one at a time.
Mistake #1: Targeting
Know Who Will Buy What You are Selling.
Let me say that again.
Know Who Will Buy What You are Selling.
Create an Avatar. Become the buyer. Research, research, research.
We cover how to create an avatar in FB Ads Formula in more detail and I give you a handy template that you can swipe and use for yourself.
For times sake here, an avatar is simply a description of a mythical person who would buy your product or service. You can have multiple avatars, both men and women with different ages and different hobbies.
Quick Example: Ryan Shaw, M, 28, San Diego, United States. Interests & Hobbies : Online Marketing (Sub Niches of Video Marketing, Online Advertising, SaaS, SEO, etc), Online Gaming, Live Music, Tennis, Basketball
Likes : Mari Smith, Amy Porterfield, Tony Robbins, Ryan Deiss, Frank Kern, Jon Loomer, etc.
Use your existing data or industry data to find out what your target audience looks like, where they hang out, where they play.
Because you can use this data when deciding on targeting options within the Facebook Ads engine.
You could be selling a FB Ads course like ours and discover that your target audience also likes Tony Robbins and Reader’s Digest. It may be much cheaper to run an ad to an audience who likes Reader’s Digest than it is to Tony Robbins. Or perhaps, they like both… In this case, you would need a tool like Social Interest Freak to intersect those two separate audiences into one tight audience for targeting.
Mistake #2: Copy & Images
Most people are not professional copywriters. So it makes sense that many ads ran on Facebook just don’t catch the eye of the prospect which drops your CTR and increases your cost per click to a point where you can’t turn a profit.
Here’s some quick tips on how to improve your images and copy:
You can review the entire article mentioned in the video above here on Ads Espresso.
Mistake #3: Offers & Marketing Funnel
This is where the majority of the mistakes are made because its just not easy to create a great marketing funnel.
Here’s some of the elements needed to create a funnel that converts:
Free Offers to Entice the Prospects in:
These can include reports, giveaways, downloads, free trials, videos, a free consultation, and much more.
Main Offer that converts like crazy:
You must provide a ton of value, and that will provide an anchor for your business. (Example : Our main offer is FB Ads Formula but we have many other products and offers.)
Side Offers & Upsells:
You paid for traffic, so you need to monetize it completely. So, offer upsells to your main offers. Offer side offers that may not work as a direct upsell.
Partnership / Affiliate Offers:
You can always provide everything that your customers want to buy. Maybe you only sell information or coaching and you can partner with a software company. Or vice versa. Partnerships have led to me doubling my sales each month. Try it!
High Backend Program:
Offer high end programs for your paying customers. This can 4x your business. Think of Godaddy who has a ton of upsells. Think of Microsoft who gives away Windows 10 but offers high end services for businesses where they can make a crazy amount of recurring income each month. We offer a high end coaching program to help you create your online business for example that runs for $5k. That’s much more than our main product selling at $49.95 per month.
How to Find Information on Your Target Audience
There’s a few ways. I recommend getting as much info on your audience as possible. Do not skip this step!
You can use data available to you online or use a company to find it for you. Better yet, do it within house and poll your existing customer list with Survey Monkey.
I use all the tools at my disposal and I already know my target audience. I suggest you do the same, especially in a niche that you may not be familiar with.
The Overall Winning Strategy of Targeting on Facebook
Okay, so here’s the only way to run Facebook Ads going forward that I found to give you a consistent result.
Step 1 : Identify your Audiences (Follow the advice above)
Step 2 : Setup as many split tests with those audiences (This could result in 100+ ads including different images, audiences, demographics, countries, etc. The possibility for testing can be huge. General rule of thumb is to test more options the bigger your budget and target audiences are.)
Step 3 : Funnel those audiences into a re-marketing list and give them a ton of value.
Step 4 : Have a re-marketing list for them to opt-out as well. (If they buy or unsubscribe)
Step 5 : Continue to grow your re-marketing list and customer list and use the power of your sales funnel to turn a profit.
Step 6 : Rinse and repeat.
Note: If you are not turning a positive ROI after following these steps, follow first on improving your sales funnel as this usually is the biggest key to success or failure. It’s actually not in running the ad at all.
It’s simply because if you have a GREAT product or service, people will flock to you whether or not your FB ads are great. Soon, you will have referral traffic and you won’t need to run ads. If your sales funnel and processes are bad, your customer service is bad, and your offers are bad… well, you can’t stand a chance.
How You Can 4x Your Sales Faster
Keep plugging away at improving your sales process each day and reap the benefits.
If you would like me to help you further, you have a few options available to you.
Instagram, like Pinterest, is relatively new to the social media world, but it’s proven itself to be a great resource for marketers. Instagram even surpassed Twitter in the number of active users, despite the fact that Twitter is significantly older.
Considering Instagram is owned by Facebook, this probably won’t come as much as a surprise. Since it’s also owned by Facebook, Instagram is powerful not only on it’s own, but when used in conjunction with Facebook, too.
That being said, this post focuses solely how to market your brand on Instagram, which is a different entity than marketing purely on Facebook. For beginners and experts alike, these 7 tips to build and market your brand on Instagram can help your followers and momentum take off.
1. Make Good Use of the Hashtag
While hashtag usage hasn’t really taken off on Facebook (and note: hashtags should be used sparingly at the most on Facebook), it’s a major component of Instagram for both marketers and casual users.
Hashtags on Instagram, like on Twitter, can be not only catchy, but also crucial to helping your images be in front of potential followers interested in what you’re discussing. It’s a great way to jump in on a hot topic or connect with new members of your target audience. And just like on Twitter, a catchy or clever hashtag can draw attention fast.
Branding your business with its own unique hashtag takes this one step further, encouraging users to post their own images and generating conversations centered around your brand and putting it in the focus of their followers, too. It’s actually possible, when done well and with enough momentum, to build an entire community around a single unique hashtag. Talk about building a brand, that’s an efficient way to do it; slap a hashtag on it to tell your users what your brand is all about.
2. Be Part of Your Community
Even if your business is relatively new and doesn’t have a lot of extra funds to donate, small acts of giving back to your community can make a huge difference. Whether it’s time, money, or effort, showing that you’re part of your community and that you care about it is a great strategy to market your brand on Instagram.
An example of how valuable this is: I chose my hair salon because I saw how involved with the community they were (though I admittedly saw this on Facebook, since Instagram wasn’t around then). They raise money through used-purse actions for breast cancer, for example, and attend multiple city and community events. That mattered to me.
A lot of businesses take part in community events or raise money for charities, even if they are just a drop-off point for charities (like toys for tots or Thanksgiving food drives). Snap a picture of your involvement and post it to your Instagram; your followers will take notice.
3. Take Followers Behind the Scenes
Instagram is one of the more casual social media platforms, making it the perfect place to present behind the scenes pictures of what’s really going on in your business.
Taking followers behind the scenes through your images can increase their trust in your brand, give them an idea about exactly what your brand is, and increase their overall loyalty to your brand. It helps followers feel like they know you, and that’s gold.
Add a truly personal touch to your marketing on Instagram, showing followers what really makes your brand you.
4. Be Unique
Easier said than done, right?
I once saw an Instagram account that launched a brand to success. In this instance, a jeweler marketed her business by taking pictures of her dogs wearing her jewelry (I wish I could find this particular account again, because it was both smart and adorable). Aside from the fact that the jewelry was beautiful, clever and unique marketing made her business stand out while building her brand. This is a great example of why being unique matters.
Thirteen year olds with an iphone have mastered the ability to create and edit high quality photos (and are admittedly much better at it than I am personally); attractive, high quality photos aren’t all that you need anymore, because if that’s all you’ve got, it just won’t cut it. You need images that are also eye catching and unique to stand out.
Think a dog wearing jewelry and you’re off to a good start.
5. Follow Your Followers
This is a really simple tip that doesn’t require a lot of explanation.
People like feeling like they matter, and they’ll pay attention to a brand that pays attention to them.
When someone follows you, follow them back if you have the ability to (some users are private, but it never hurts to request to follow them). That being said, avoid “hearting” their really personal pictures unless you have a very personal connection with them; heart their pictures if it makes sense given the context of your relationship with them.
Even if you don’t follow them directly, follow their actions as much as possible. If they use your brand’s hashtag, consider sharing it, either on Facebook or Instagram. Show that you appreciate the engagement, and respond to comments on your own images.
Follow your followers, even if you can only follow some of their actions. It will pay off when you’re beginning to build and market your brand on Instagram.
6. Link To Your Site Off-Instagram
Instagram is great for building your brand, but part of marketing your brand is getting them off Instagram and to your actual business, too. On your Instagram profile, you should have a link to your main site and/or your Facebook in your profile.
In the descriptions of each image, there’s plenty of room for a description, a hashtag, and a call to action that sends them off Instagram to a specific page. You can aim to send them to a product page, to your Facebook, to your main website, to a blog post, anything. If you have a call to action, you can encourage they visit another site.
Not every post has to have a call to action, but when applicable, you should take advantage of the chance to stick a call to action in your description to send users off Instagram and potentially even get some conversions in the process.
7. Don’t Spam Your Followers
Facebook has come up with advanced algorithms to make sure that only a small percentage of your posts reach your target audience. As frustrating as this can be for businesses and Page Admins trying to market this way, in some ways it’s good—it keeps our content, as marketers, from spamming users so much they stop following us entirely.
Instagram does not have these advanced algorithms in place (at least not yet; they also get pictures individually posted, as there are no albums. Keep this in mind, making sure to space out your pictures, and to not completely overwhelm your follower’s feeds, especially considering that Instagram’s feed tends to be slower than the feeds like Twitter’s and Facebook’s.
Instagram is a big force in the social media marketing world, and it offers the chance for your brand to be a lot more casual and “transparent” with users. It also gives you the opportunity to present users with great visuals and imagery that will help stay in the front of their memory, especially considering no pesky algorithms will filter your content out.
Instagram, perhaps more than even any other social media platform, should keep the focus on who your business is behind closed doors and what it represents, much more than being about what your product is.
Do you have an Instagram account for your business yet? What marketing strategies have you found useful? Have you seen increases on Facebook thanks to Instagram? Leave a comment and let us know!
Twitter’s Audience Insights is just as valuable as Facebook’s, and provides a lot of great information about how makes up your audience and how to best connect with them.
At the moment, we don’t really recommend Twitter Ads in general (depending on your specific audience and niche, this can be different for you) due to high costs.
That being said, using Twitter itself as a free marketing platform is a great way to promote and build your brand and your business (they’ve even made more changes to help with this), connecting with new audience members. Twitter’s Audience Insights can help you do just that.
How to Access Twitter’s Audience Insights
To access Twitter’s Audience Insights, you’ll click on your picture in the top right corner. This will open a drop-down menu, and you’ll click on “Analytics.”
Once in the analytics section, you’ll click on “Followers,” which can be found in the top left corner of the Page.
This takes you directly to your Audience Insights page, and you can choose to view Twitter’s Audience, your audience, or a comparison of the two.
What Twitter’s Audience Insights Tells You
Twitter’s Audience Insights can tell you a lot.
They break down the your audience into different categories, showing you what percentage of your audience fits into which category. They do this using information they glean from users’ onsite usage, as well as off-site information provided by third party company Datalogix.
The overview at the top of the page will tell you what their most common interest is, what type of lifestyle they follow, what type of buying style is most common, and their most commonly used wireless carrier.
On the rest of the page, Twitter gives you the information about various statistics on your audience, including:
Interests: Twitter will show you the most common interests shared by your followers, and what percentage of your followers are categorized into having those interests.
Occupation: Twitter shows you what percentages of your audience fits into different categories of occupations and types of jobs.
Consumer buying style: This seemingly erratic category breaks down users into how they purchase, having everything from “value conscious” to “vegetarian.” Will all of these be relevant to every business? Of course not. But knowing if your customers are “value conscious” or prioritize “premium brands” can be good intel.
Wireless carrier: Self-explanatory, this graph will show you what percentage of your audience uses what wireless carriers.
Household income: This section shows how much your average audience member fits into a household income category.
Net Worth: Again, self-explanatory, this category shows you which net worth categories your different audience members fit into.
Marital Status: Not as detailed as Facebook’s relationship statistics, this just shows what percentage of your audience is married, and what percentage is not.
Education: This shows the highest level of education completed, and what percentages of your audience have graduated from different levels of school.
How You Can Use Twitter’s Audience Insights
Just like with Facebook’s Audience Insights, this information can tell you a lot.
Sometimes the people you think will be your target audience aren’t really the ones who make up the audience that you actually have.
This can tell you two things—one is that you may somehow have missed your target audience and aren’t appealing to them. The other thing it can tell you is how to create content that is more geared to the audience you currently have.
You can adjust your marketing campaigns accordingly. For example, if you find that your audience prioritizes value and tends to be thriftier than what you previously thought, you can focus more on marketing strategies to take advantage of this information. For example, you can host contests with freebies, or advertise sales.
Similarly, if you find that a large portion of your audience has an interest in common that doesn’t directly relate to you, you can still use this interest to create engaging content. For example, if you see that a large percentage of your users like comedy, you can share more humorous content on your profile, and make sure to incorporate more humor into the content you create off of Twitter, too.
Twitter’s Audience Insights is a great tool, and it’s a good thing they’ve taken another note from Facebook to create it. I also want to note that their other analytics tools can be useful summaries, but their Audience Insights in my opinion is one of the strongest analytics tools that they offer.
Facebook Ads offers several unique features to help marketers increase their conversions, and their image carousel option for their ad system is a good one.
Facebook’s image carousel option for Facebook Ads allows businesses to advertise multiple products with just one ad. Users can scroll through different images that appear on just one ad.
Facebook’s option for image carousel ads have recently been opened up for mobile ads, too, so we figured now was a good time to go over why you want to use them, and how to create them.
Why You Want to Use The Image Carousel on Facebook Ads
The 3-D Image Carousel, which allows you to feature three to five different images and/or products on a singular Facebook Ad, offers some awesome benefits.
First, it automatically helps your ad to stand out against everything else on their Newsfeed. Sometimes it’s better for your ads to fade into the Newsfeed for a more seamless integration, but in the case of the multi-products ads, it helps your ad to stand out in the best way possible. The image carousel ads have seen increases of engagement and conversions compared to other types of Facebook Ads.
A second benefit is that each image can direct users to different locations on your website. If they click one image, for example, they can be taken to that exact product.
The third major benefit you get when using the image carousel option on Facebook Ads is that you get to feature three to five images on one Facebook Ad. This allows you to feature multiple products or images, helping to make sure that your one ad appeals to more people, and your chances of getting those clicks and conversions increase.
Fun bonus: Facebook automatically optimizes your ad for you with what they call “creative optimization,” where they will put the best-performing images and links up front for each person who sees your ad. They do the work for you to put your highest converting images up front, taking some of the work off of you.
Fun bonus number two: Facebook doesn’t charge extra for carousel ads.
Facebook just recently made the image carousel option available for mobile ads, too, so no matter what type of ad you’re running, you can still utilize this feature. As we always mention, if you think this type of ad could benefit you, it’s at least worth split testing.
Facebook offers recommended dimensions of images and text for optimal performance when using their image carousel on Facebook Ads. These recommendations are:
Image Size: 600 x 600 pixels
Text: 90 characters (This is what will fit across small screens)
Headline: 25 characters
Link description: 30 characters
Keep in mind that, as always, your image cannot include more than 20% text on your image, and Faceboko now helps you determine how much text you have with their grid tool.
Facebook also offers a tip about how the recommend getting best results with the image carousel, recommending that you use specific product imagery when targeting returning or high-intent customers, but that you utilize lifestyle imagery with new customers.
How to Create Image Carousel Ads
To create image carousel ads, you’ll start by creating your ad as you normally would—you choose your objective, which in this case, must be either website conversions or clicks to a website.
You’ll fill out the targeting and budgeting information however you see fit, and on step 4: create your ad, you will choose “Multiple Images in one ad.”
When you scroll down, you’ll see that they automatically have three slots for you to put in images, headlines, and links. You can increase these to five.
After you enter in all the information, you can preview your ad, seeing how it will appear in all format.
Recently released for mobile ads, you can now take advantage of the benefits of image carousel ads across multiple platforms and devices.
If you’ve got products that are visually striking (or even tangible products that you know would do well on Facebook), using the Image Carousel is a great way to promote multiple products at once while increasing the chance that more users will see the one that will actually get them to click.