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FacebookGuidesMeta Ads

5 Tested Automatic Rules for Optimizing Your Meta Search Arbitrage Campaigns

Search arbitrage media buyers waste thousands of dollars a month testing different strategies on Meta Ads before finding success. But what if there was a way to cut your losses, boost your profits, and streamline your workflow? These 5 automatic optimization rules are the unfair advantage you’ve been missing. Before you begin! Please note that thresholds and time zones defined in the following rules are for reference purposes only! It is highly recommended to adjust performance thresholds to your actual thresholds, as well as adjust the time zone settings to your ad account reporting time zone or another time zone that fits your needs. Cut Non-Promising Campaigns Part of your day-to-day process is that of regularly launching new campaigns daily. This process helps you find new winning campaigns, but at the same time increases your ad spend and the possibility of generating bigger losses from testing. This optimization rule will help you minimize your ad spend waste by automatically turning off non-promising campaigns on time. Rule explanation: The rule checks if a campaign has been running for more than 4 days and if it has generated less than 40 conversions. It also checks the ROI between the last 2 and 4 days, and for yesterday if it is worse than negative -30%. Additionally, the rule targets the hour of day at which the actions are executed. Here we select the ad account time zone and combine it with the execution frequency of every 1 hour. The goal of this rule is to pause newly launched campaigns if after 4 days of running the campaign hasn’t reached the break-even zone.   Detect Performance Dips The purpose of this rule is to detect negative performance changes in a good campaign and prevent losses before it wastes any profits generated so far. It aims to identify campaigns that have been performing well but have recently experienced significant performance decreases. Rule explanation: The rule checks if the tracker ROI between the last 4 to 2 days has been greater than 10% and if the ROI for yesterday has been less than negative -10%. In addition, it checks if the CPA has a 50% increase compared to the CPA between the last 6 and 2 days. It executes the next day after the previous day’s revenue has been finalized by using the Hour of Day condition in combination with the execution frequency of every 1 Hour.   Clone Winning Ad Sets The purpose of this rule is to help you scale your Meta campaigns horizontally by detecting and cloning winning ad sets 2 times each 3 times a week. Rule explanation: The rule evaluates the performance of your Meta campaign ad sets over two-time intervals: the last 6 to 3 days and the last 2 to 1 days. If the performance is greater than 15% in both intervals, the rule initiates a cloning action. Additionally, the rule incorporates an Hour of Day condition, which restricts the cloning to occur only three times a week, specifically at 1 am in the ad account’s time zone. This condition is implemented by combining it with an execution frequency of every 1 hour.   Scale Winning Ad Sets The purpose of this rule is to help you automatically scale the budget of your winning ad sets or campaigns by automatically increasing the ad set or campaign budget by a specific % of the current budget. Rule explanation: The rule checks if your ad set or campaign has more than 50 conversions in the last 7 days (excluding today). Then it checks if the ROI of your campaign or ad set between the last 6 to 3 days and 2 to 1 days is greater than 20%. By using an Hour of Day condition in combination with the execution frequency of 1 hour it makes sure to update the budget only 3 times a week at 1 am your specified time zone (ad account time zone). Once all these conditions are true, it increases the budget by 40% of the current budget by respecting the minimum and maximum budget limits.   Low-Performance Alerts The purpose of this is pretty straightforward. What it does is alert you if any of your Meta campaigns or ad sets are running on a negative ROI for more than 4 days. Rule explanation: The rule checks if your campaign or ad set has less than 30 conversions over the last 5 days. It also checks if the ROI between the last 4 to 3 days, 3 to 2, and 2 to 1 days is worse than negative -10%. It executes every 2 hours and sends an alert via email, slack, or telegram with the names of your Meta campaigns or ad sets that meet the rule conditions. No optimization action is executed.   Running search arbitrage campaigns shouldn’t be a struggle. These simple-to-implement rules put campaign optimization on autopilot, giving you the freedom to scale your winners and ditch the losers without breaking a sweat. It’s time to work smarter, not harder, on your Meta Ads.   [vc_empty_space height=”15px”]

March 28, 2024

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TheOptimizer

TheOptimizer Team

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New FeaturesFacebookNativeTikTok

Apply Bulk Bid and Budget Adjustments with TheOptimizer

We are happy to announce our newest feature that will allow you to apply bulk bid and budget adjustments for an enhanced campaign optimization process.  In this article, we will discuss what this feature entails, how it can help you simplify your campaign management, and we will look at specific use cases with examples. The Problem If you have multiple campaigns, ad groups, ads, or publisher sites with varying bids and budgets, it’s very time-consuming to adjust all budgets or bids separately.  For example, if you wish to increase all bids by 20%, you first need to calculate how much 20% of all current bids is, and apply the changes one by one. Apart from taking up too much time, this way of managing bids and budgets is also more prone to mistakes, which eventually leads to avoidable budget waste. The Solution With TheOptimizer’s new feature, this entire process can be done in just a few clicks. You will be able to select as many campaigns, ads, ad sets, or publishers you need to adjust, and apply bid and budget increases/decreases, either by a fixed amount or by a percentage. All calculations will be done by our system, leaving no room for errors.  Let’s have a look at several use cases for our top ad networks to see how this new feature can help you optimize your campaigns in practice. Facebook Apply Bulk Campaign Budget Adjustments for Facebook Let’s say you are reviewing your Facebook data on TheOptimizer, and you notice a few campaigns have been performing exceptionally well recently.  With the new bulk actions, you can now select these top-performing campaigns and increase their budget at once.  For this use case, we want to apply a bulk budget increase of 15% for all selected Facebook campaigns. You have the option to adjust the budget by a certain percentage or set a fixed budget value. You can also optionally apply budget caps to ensure the new budget stays within a certain range.  Finally, you can preview the changes before applying them. With this preview, you can see the calculated value of the new budgets.  Apply Bulk Ad Set Bid and Budget Adjustments for Facebook If you are using ad set daily budgets instead, you can also replicate the same process as above on an ad set level.  TikTok Apply Bulk Campaign Budget Adjustments for TikTok You can also optimize your TikTok campaigns with TheOptimizer’s new bulk actions.  In the example below, we are applying a 15% budget increase on campaign level and previewing the changes before approving the new budgets. Apply Bulk Ad Group Bid and Budget Adjustments for TikTok Similarly, you can apply bulk bid and budget changes to selected TikTok ad groups. You can increase or decrease bids and budgets using a percentage calculation or set them to a fixed value.  Taboola Apply Bulk Campaign Bid and Budget Adjustments for Taboola If you are advertising on native platforms such as Taboola or Outbrain, you can also apply bulk budget and bid changes on a campaign level.  For the use case below, we have selected several Taboola campaigns we wish to test with a lower budget. We are applying a global 10% budget decrease. Apply Bulk Site Bid Adjustments for Taboola A big part of being successful with native advertising is being able to effectively manage publisher sites.  If you have identified a few publisher sites with good performance, you can bulk increase the site bid to scale faster. In this specific use case for Taboola, we are increasing the bid by 15%, but ensuring that it does not go higher than 80% of our reported EPC (earning per click). Outbrain Apply Bulk Campaign Bid and Budget Adjustments for Outbrain You can also optimize your Outbrain campaigns by using TheOptimizer’s bulk actions on a campaign level. You can adjust campaign bids and budgets, as well as change target CPAs in one go.   Apply Bulk Section Bid Adjustments for Outbrain When advertising on Outbrain, you also need to optimize on a section level. Due to the large number of sections, this task can become very tedious when done directly on the platform.  With the bulk section bid adjustment, you can make global changes and preview the results before applying them. In this case, we are increasing the section bid by 15%, but ensuring the new bid does not go higher than the earning per click value. Apply Bulk Bid and Budget Adjustments with TheOptimizer: Conclusion Effectively managing bids and budgets for all campaign levels plays a critical part in your success as an advertiser. Between managing multiple ad networks, campaigns, and trying to allocate your budget correctly, it can become time-consuming to manage everything separately.  TheOptimizer’s bulk bid and budget manager is a game-changer, and it’s currently not available on any traffic source. You can stay ahead of the competition by simplifying your bid & budget management for better results, and save an immense amount of time and money doing so. For more feature use cases with TheOptimizer, read our article about duplicating ads on Facebook and TikTok here. [vc_empty_space height=”15px”]

January 30, 2024

Author

Sara Bregasi

Content Writer

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FacebookGuidesTikTok

What is Social to Search Arbitrage and How Does it Work?

If you are currently running, or planning on starting, social to search arbitrage campaigns, this guide is for you. It has everything you need to know, including a comparison of the top ad networks & search feed providers, information on tracking & campaign setup, and tips on how to optimize your campaigns. What is Social to Search Arbitrage? Social to search arbitrage involves buying social media traffic through paid ads, and redirecting it to a parked domain (i.e., monetization page) displaying related search results. These monetization pages are provided by companies such as Google, Bing, or Yahoo, and each search result represents an ad for which other advertisers are paying. Companies like Google work with partners to supply the search results you see on a monetization page. These partners are also called search feed providers. We will give a list of the top search arbitrage feed providers in a bit and explain how you can apply for these platforms.  Is Social to Search Arbitrage Profitable? Before you dive any deeper, you probably want to know if this type of traffic arbitrage is profitable. If you are running social to search arbitrage campaigns, you will be making a profit by buying traffic for cheaper on social ad networks like Meta or TikTok, and selling it for a higher price to search feed providers.  Search arbitrage is a business of small margins. The payouts are generally low, resulting in low revenue-per-click. However, conversion rates for search arbitrage offers can be very high if you make your ads highly relevant to the keywords you are targeting, and continuously optimize your social media campaigns based on KPIs. When we discuss campaign optimization, we will give some tips on which metrics to prioritize.  So, in short, social to search arbitrage can be very profitable, but your profitability will highly depend on other factors. We already discussed traffic quality above, but traffic quantity is another important factor. Since search arbitrage has small margins but high conversion rates, a larger amount of traffic means more revenue.  Finally, apart from mastering social media advertising (highly relevant ads, good copy, top creatives, the right targeting strategy etc) and investing in getting more traffic, you also need to choose your ad networks wisely. When looking for the right ad network, your focus should be on finding platforms with high engagement and low cost-per-click. Let’s take a look at the top social ad networks next. Top Social Ad Networks to Buy Traffic From As of now, Meta and TikTok are the two main social ad platforms for social to search arbitrage. So, what are the key differences between these two platforms?  Meta (Facebook & Instagram) Meta’s biggest advantage is its audience reach and diversity. With over 3 billion users for Facebook and 1.35 for Instagram, this is by far the biggest social media platform in 2023. This means that the audience is also more diverse in terms of demographics and interests.  The key downside is that competition on Meta is higher, leading to more expensive cost-per-clicks (CPC). Keep in mind that this is only a generalization, and the actual cost of traffic will heavily depend on your ads and targeting strategy.  2. TikTok TikTok is one of the fastest-growing social media platforms for search arbitrage. At 1.7 billion users as of recently, its audience is considerably smaller compared to Meta’s.  TikTok’s biggest strength is its superior audience engagement rate of 5.69%, compared to Facebook’s 0.06% and Instagram’s 0.47%. Ads on TikTok generally blend in very well with the rest of the content on the platform, resulting in higher conversion rates. Which platform you decide to run paid ads on will highly depend on the keywords and offers you are promoting. For example, if you are promoting dental implant results, you will most likely want to prioritize older demographics.  We have a full comparison article between Meta vs TikTok ads here. You can also find more information on how to run TikTok to search arbitrage campaigns here. Top Search Arbitrage Feed Providers Tonic  Tonic is a German-based traffic monetization platform, known for their Tier1 search feed, high EPCs, and quick creative approval process. You can apply here.  2. System1 System1 is another major player in the social to search arbitrage space, providing offers from top advertisers and verticals, including health, finance, and travel. You can get in touch with them via this form.  3. Ads.com (previously Bodis) Another top traffic monetization platform, Ads.com has over 15+ years of experience in the industry, and they also partner with Tier1 ad search providers. You can create an account with them here. You may be asked for an invitation code, in which case you can contact the team inside the platform to inquire about your next steps.  4. Domain Active Similarly, DomainActive partners with top advertisers and helps you monetize your paid social traffic. You can sign up here.  5. Sedo Sedo is one of the largest domain marketplaces in the world. You can register here.  Before approving your application, these companies will most likely need to see some sort of proof of spend. There is no specific budget you need to spend to qualify, but generally, top search feed providers are looking for media buyers who have the potential to spend more or less 4 figures per day. Traffic quality will also be very important, as well as a few basic rules such as no incentivized, push or fraudulent traffic. Social to Search Arbitrage Campaign Setup The way you set up your search arbitrage campaigns will determine how data moves from TikTok or Meta to the search feed, and it will define your tracking capabilities.  You can set up your campaigns in two different ways. The direct flow is when you do not use a tracker in-between, while the tracked flow includes the use of a third party tracker. Direct Flow Since there is no tracker present with this setup, the final destination for your TikTok or Meta ads will be the link provided by your search feed provider. Generally, you need to build the campaign links manually under the direct flow. If you are not sure how to build your links, you can find examples for the top search feed providers and social media ad networks below. Please make sure to replace the domain and specific parameter information based on your specific case.  The direct flow is straightforward, easy to set up, and cost-effective, but it limits what you are able to track for your campaigns. If you are just starting out, this could be a simple solution, but if you are trying to scale and working with larger budgets, you will most likely need more granular data to be able to optimize your campaigns efficiently. Apart from this, you would also miss out on the ability to split test keyword groups or different search feeds under one domain. Sending conversion postbacks to TikTok or Facebook is also more limited depending on the search feed.  For these reasons, most search arbitrage experts opt in for the tracked flow. 2. Tracked Flow  The tracked flow involves using a third party tracker. For this to be possible, you would need to use a tracker that has a direct integration with social media ad platforms like TikTok and Meta, but also with the search feed providers you are working with. ClickFlare is a good example of a tracker that has an integration with all the platforms mentioned in this article.  Your campaign URLs in this case will be generated by your chosen tracking platform.  Using a tracker like ClickFlare, you will get access to deeper data about your visitors, including country, region, city, device type, OS, OS version, user agent, etc. You will also be able to rotate two or more keyword groups under a single domain, split test search feed providers, and send accurate postback conversion data back to TikTok and Facebook. ClickFlare will also automatically update revenue data from your search feed providers, removing the need for you to manually update finalized revenue data via CSV. Social to Search Arbitrage Campaign Optimization As we mentioned above, search arbitrage is a business of small margins, so in order to scale and succeed, you will most likely need to launch a large number of campaigns, advertise from different ad accounts, or from different platforms.  To ensure that you are not wasting your time and money on […]

November 24, 2023

Author

Sara Bregasi

Content Writer

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NativeFacebookGoogle AdsTikTok

The Optimizer vs Revealbot Comparison

If you are reading this post, you probably already know how important it is to use a campaign automation tool in 2023. With so many choices out there, it’s crucial to understand what each tool offers, so you can choose the best option to help scale your business.  In this article, we will take a deep dive into the comparison between The Optimizer and Revealbot, highlighting the key differences and similarities between these two campaign automation tools. The Optimizer vs Revealbot: Traffic Source Integrations While both The Optimizer and Revealbot have the same core functionality, there is a difference in the traffic sources they support.  The Optimizer is primarily used by marketers who are active on social and native advertising platforms. In total, The Optimizer has a direct integration with 14 advertising platforms, while Revealbot has integrations with four.  Below you can see the top six advertising platforms supported by The Optimizer. Apart from the native sources covered here, The Optimizer supports a variety of other premium platforms including MGID, MediaGo, and more. On the other hand, Revealbot only supports the social media platforms highlighted below.  If you are advertising only on social media platforms, both tools can help you and we recommend reading further to compare their other features. However, if you are running native ads or planning on testing them out in the near future, The Optimizer is a better fit for you.  The Optimizer vs Revealbot: Trackers & Search Feed Integrations Online marketers often use third-party trackers for higher data accuracy. If you are using a tracker, you will most likely want to connect it to your campaign automation tool. That way, you will be able to use the data from both your advertising platform and tracker when setting up your automation rules.  The Optimizer has a direct integration with 13 trackers, while Revealbot has integrations with four. Both platforms can pull data from Google Analytics, but The Optimizer supports a larger number of trackers, including top affiliate trackers such as ClickFlare, Voluum, RedTrack, AssertiveYield and more.  If you are running search arbitrage campaigns without using a tracker, The Optimizer also has an integration with five of the top search feeds. This means that the platform will pull the revenue data directly from the search feed via API.  In case your tracker of choice is not supported by the two platforms, don’t worry! Both The Optimizer and Revealbot allow users to upload their data using CSV or Google Sheets reports.  The Optimizer and Revealbot are constantly working on new integrations, so before making a decision, always make sure to check whether your ad platforms, trackers, or search feeds are supported by these platforms. In general, The Optimizer integrates with 20 more platforms than Revealbot, giving you a wider range of options. The Optimizer vs Revealbot: Campaign Management  Since both The Optimizer and Revealbot are primarily campaign management tools, let’s zoom in on this feature for a bit.  The Optimizer makes campaign management easier than ever with a comprehensive dashboard that displays key performance metrics, such as cost & revenue from all your campaigns and connected ad or tracker accounts. This is extremely important for agencies or performance marketers who advertise on different platforms, using multiple ad accounts, and launching a large number of campaigns. Instead of logging into each of your accounts separately, you can now manage all your campaigns from a single dashboard. This is something that Revealbot does not offer at the moment.  The Optimizer takes it a step further by allowing you to view detailed performance metrics from both your traffic sources (e.g., Facebook and TikTok) and your tracker in a single report. For example, in the aggregated report above you can see the traffic source (in this case Facebook) clicks, and tracker conversions side-by-side. You can also make manual changes to your campaigns directly from this dashboard.  When it comes to campaign management, The Optimizer offers more advanced features and really focuses on saving you time by aggregating data from all your accounts in a single place. The Optimizer vs Revealbot: Automation The automation functionality is pretty similar for both platforms. They both have an intuitive rule builder that allows you to automate campaign optimization tasks using conditions. For example, if you want to set a rule that will automatically pause your Facebook ads with high CPC, here is how it would look like on The Optimizer: Similarly, this is how the same rule would look like on Revealbot:  Both platforms allow you to schedule rules at constant intervals (e.g., every 30 minutes), or at specific times of the day (e.g., each day at 6 AM account timezone). They also both allow you to use custom metrics in your rules, select campaigns you want the rule to apply to, and have the option to be notified each time the rule is executed.  Both The Optimizer and Revealbot also offer rule templates you can use as inspiration, but we recommend being careful with these templates. What works for one business may not work for the other, so always evaluate these templates against your own metrics, goals and priorities. The Optimizer vs Revealbot: Reporting Both platforms have a “Reporting” feature, so that you can generate reports about your campaigns automatically.  This feature is pretty straightforward and user-friendly on both platforms, but similarly to what we mentioned above, The Optimizer has the benefit of combining the data from your traffic sources and third party tracker accounts in a single report.  The Optimizer vs Revealbot: Conclusion Choosing the right campaign automation tool for your business can play a crucial role in how fast you are able to scale profitably.  While both The Optimizer and Revealbot have an excellent automation engine, The Optimizer supports more traffic sources, trackers and search feeds, as well as a more advanced campaign management dashboard that will make your life easier as an advertiser. If you want to learn more about The Optimizer, read how it compares to TikTok’s and Facebook’s in-platform automation. [vc_empty_space height=”15px”]

October 3, 2023

Author

Sara Bregasi

Content Writer

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FeaturesFacebookTikTok

When and How to Duplicate Ads for Enhanced Performance

There are many different ways to scale your Facebook and TikTok campaigns, and one that top marketers are loving right now is the duplication method.  In this article, we will discuss when and how to duplicate an ad, ad set/ad group, and campaign on Facebook & TikTok to boost performance and scale profitably. When to Duplicate Ads, Ad Sets/Ad Groups, and Campaigns on Facebook & TikTok Use Cases Duplicating ads, ad sets/ad groups, and campaigns can be a great way to horizontally scale your budget and extend performance. Facebook and TikTok both have guidelines against increasing budgets by more than 20% at a time, so if you want to scale your top-performing assets faster, duplicating is a good alternative. Image by Insense On the other hand, seasoned advertisers use the duplication method when an ad (or ad set/ad group) is not delivering. Sometimes assets that have good creatives, setup and targeting, simply don’t get many impressions. Although it’s not clear why this happens, re-launching the same asset at prime time can be the solution. If you are confident in your creative and targeting, but the ad or ad set/ad group is just not working out, you could use duplication to give the asset another chance.  How to ensure success If done right, this strategy can add a real performance-boosting kick! To make it work, you need to take into consideration the following things. First, you need to know your numbers and have a clear definition of what counts as a successful or unsuccessful ad, ad set/ad group & campaign. For this you should identify important metrics for your business (such as ROAS, CPA, conversions) and continuously monitor them against your benchmarks.  Second, you need to ensure that your duplicates go live at prime times. For example, if your campaigns perform better in the morning, you need to launch new duplicated campaigns during that time frame. Image by SocialPilot If you are not sure when to post for best results, you can review your account stats to see when your audience is most active, or do some research on the best posting times online.  Image by SocialPilot Finally, if your advertising budget is low, it doesn’t make much sense to create several duplicates. This method is more suited for advertisers who are testing different assets and allocating a larger budget to each campaign. It also helps if you are advertising to a large audience, because it significantly reduces the chance that your duplicates are being viewed by the same users.  How to Duplicate Ads, Ad Sets/Ad Groups, and Campaigns on Facebook & TikTok You can duplicate ads manually on Ads Manager, or automate the process using a campaign automation tool like The Optimizer. Let’s take a look at both cases.  In order to duplicate manually on the platforms, you simply need to hover over the campaign you wish to duplicate, and click on “Duplicate”. Next, you will see a screen where you need to select duplication options and the number of copies:  The process is the same for duplicating ad sets and ads.  If you are launching a large number of ads, ad sets/ad groups, and campaigns, this method can become time consuming and tricky to manage. For each asset, you will need to monitor their KPIs daily, wait for them to hit the targets you set, and manually duplicate them at prime times. This is where automation comes into play.   With TheOptimizer, you can fully automate your duplication strategy through rules and conditions. In this example, each ad set/ad group that has already spent more than $100, has a ROAS larger than 2.5, and has led to one or more purchases, will be automatically duplicated and set live each day at 6 AM (at your preferred timezone).  The logic works exactly the same for both Facebook and TikTok, and for duplicating ads and campaigns. The metrics, numbers, and conditions you see above can be modified according to your own needs. Each time The Optimizer makes a change, you will be notified via email, Telegram or Slack.  This is a major time saver and ensures that your duplication strategy is done right. Now you don’t have to check your stats all the time, and you don’t have to wake up at 6 AM to set anything live. The system will take care of everything for you.  If you want to learn more about how to automatically duplicate ads, ad sets/ad groups, and campaigns with The Optimizer, click here. The duplication feature is only one of the things you cannot currently automate on Facebook or TikTok. Read more about the other features we offer for Facebook automation and TikTok automation via these links. When and How to Duplicate Ads for Enhanced Performance: Conclusion Whether you duplicate assets manually or using a campaign automation tool like The Optimizer, this is a powerful strategy you need to explore in order to scale your Facebook and TikTok campaigns profitably.   The two main use cases for this feature are to horizontally scale your budgets for extended performance and to give an extra opportunity to an asset that is not delivering.  In order to ensure that you are leveraging this strategy’s full potential, you need to identify important metrics for your business, constantly monitor them, and ensure the duplication only happens at prime times. The Optimizer can help with all these challenges. [vc_empty_space height=”15px”]

September 1, 2023

Author

Sara Bregasi

Content Writer

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GuidesFacebookGoogle AdsNativeTikTok

Top 8 Paid Advertising Platforms for Lead Generation in 2023

In the constant pursuit of business growth, it comes as no surprise that lead generation has been the top priority for most businesses throughout 2023. There is an overwhelming amount of options out there when it comes to generating leads, including a mix of organic and paid efforts across an endless list of platforms.  With so many different channels and methods to generate leads, digital marketers are facing a very pressing challenge – how can they filter through all the available options in order to generate quality leads with a high chance of converting?  In this article we will discuss the top paid advertising platforms for lead generation in 2023, and share best practices on how to leverage them to generate quality leads. What are the best social media paid advertising platforms for lead generation? Let’s start with the most obvious answer – social advertising platforms. According to recent data, 68% of online marketers state that social media ads have helped them generate more leads.  But which platforms are likely to generate the best quality leads, and how do they compare to each other?  Youtube Ads Youtube has 2 billion monthly active users, making it one of the biggest social media platforms to date.  We have placed it at the top of the list, mostly due to its advanced targeting options. Beyond the standard demographic targeting, Youtube also allows advertisers to target based on the audience’s past search and watch history. As an advertiser, you can also choose which type of Youtube videos you want your ad to be shown on.   Combine this with a very strong call to action on the ad, and you are likely to increase short term sales by up to 30% according to Hubspot.  The main downside of Youtube is that you need to create longer form videos, which costs time and resources to make. TikTok Ads You have probably heard all about how popular TikTok ads are right now, but actually, only 18% of online marketers are using TikTok ads for lead generation. You still have time, but you need to be quick! A recent study reported that about half of online marketers that were questioned, plan on leveraging TikTok in the near future for this purpose.  In the meantime, this relatively low level of competition means that the cost for advertising on TikTok is the lowest among all platforms at the moment.  TikTok also has a smart algorithm and a plethora of basic and advanced targeting options you can use to generate quality leads. If you want to learn more about 6 winning strategies on TikTok, read our previous article here.  The biggest challenge with TikTok is that you need to create a large amount of videos in order to continue being successful. With this platform, trends come and go very fast, and ad fatigue is very high, with ads often “expiring” after 1 or 2 weeks. More and more companies are using UGC (user generated content) brands that connect you to TikTok creators.  You pay a flat fee, and the creator shoots and edits the video on their end. This is a good solution to produce the videos you need at a much lower cost. Also, these videos blend in better with the rest of the content on the platform, making them more engaging and less transactional.  Meta Ads Meta includes Facebook and Instagram, making it one of the biggest social media platforms worldwide, with 3 billion monthly active users.  Although Meta offers the same targeting options as TikTok, Facebook has been around for 12 extra years, which means the platform has gathered more data and supported an even smarter algorithm.  In terms of lead quality, again video content generally works better than static images, especially if you educate the consumer about your product throughout the video. You can do this by focusing on offered value and addressing pain points, instead of just stating features. Having a clear message and including testimonials also helps.  Image by Poll the People One downside of Meta is that traffic is more expensive than TikTok. If you are not sure whether to focus on TikTok ads or Meta ads in 2023, read our full platform comparison here. What are the best native paid advertising platforms for lead generation? If your focus is on generating high quality leads, you should consider native advertising platforms. 75% of customers trust editorial sites, compared to 54% who trust social media. Native ads are often placed on trusted sites, and they seamlessly blend in with the rest of the content on that page, making them ideal for higher conversions. There are hundreds of native platforms out there, but what are the top options?  Taboola Taboola is one of the biggest native advertising platforms with 500 million daily active users. Most of the traffic on this platform comes from Tier-1 countries such as the US and UK.  Taboola partners with high quality websites and trusted sources, such as Business Insider and Fox, and apart from offering advanced targeting options, they also have a strong algorithm that matches the offer with the right audiences for better results. Outbrain With 1.3 billion unique users, partnerships with esteemed sites such as CNN and BBC, and half of their traffic coming from Tier-1 countries, Outbrain is another top native platform to consider. They also offer advanced targeting and retargeting options.  Taboola and Outbrain are two of the most popular native advertising platforms, which also means that the competition is higher and you need a bigger ad spend budget to promote your offers here.  MGID MGID has been one of the industry leaders since 2008, with 850M unique visitors monthly and sites like MSN as partners. The traffic here comes primarily from Tier 2 countries, most notably from Eastern Europe and South-East Asia.   RevContent The last native advertising platform we would like to focus on for this article is RevContent. Most of the publishers are from the US, such as Forbes.  RevContent have branded themselves as a high-quality traffic platform by stating that they reject a large number of publishers and have established very high standards when it comes to their qualifying and compliance policies.  Based on your company’s goals, budget, and target GEOs, you can decide which platform/s to start with.  In terms of content, advertisers still heavily rely on image ads for native platforms, but video ads or gifs appear to work better for engagement. If you want to learn more about how to boost your native ads profits in 2023, read our previous article here. What is the best search advertising platform for lead generation? Google Ads There are billions of daily searches on Google, which gives you as an advertiser access to a very broad audience.  Because you are specifically targeting people who are already looking for your product/service, search ads are the most effective way to generate high quality leads for your business.  This top-notch quality also makes Google Search ads highly competitive, and more expensive than the other platforms on this list.  How can you manage all your paid advertising platforms for lead generation? Depending on your offer, vertical target audience, ad budget, and your team’s strengths and weaknesses in terms of resources, you can decide which platform to put your focus on.  Remember to “not put all your eggs in one basket” and test different channels instead. Platforms are constantly changing, updating their policies, and becoming more competitive, so make sure to not fully rely on only one channel. You can A/B test your offer across 2-3 different platforms, and focus on scaling the ones that are working best for you.  Successful lead gen marketers are often running campaigns on various social, native, and search platforms at the same time.  If you are in the same position, you may need to consider a campaign automation tool like The Optimizer. Our tool has an integration with all the traffic sources mentioned in this article (and more), and it can help you optimize your campaigns from a single dashboard. If you want to monitor performance, stop creatives that are not working, and scale creatives/campaigns that are performing well, The Optimizer can automate these tasks for you without you having to log into tens (or sometimes hundreds) of ad accounts each day.  Advertising Platforms for Lead Generation: Conclusion In this article, we discussed the best paid advertising platforms for lead generation in 2023. […]

August 10, 2023

Author

Sara Bregasi

Content Writer

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GuidesFacebookGoogle AdsNativeTikTok

The Top 9 Affiliate Marketing Tools You Need In 2023

If you are an affiliate marketer, you have probably heard the saying “successful affiliates work smarter, not harder”.  A large part of working smarter involves using the right affiliate marketing tools that will help you achieve your goals, scale profitably and save time and money in the process. In this article, we will introduce the top 9 affiliate marketing tools you need to succeed in 2023. We will cover everything from hosting, landing page building, tracking, and automation. Affiliate Marketing Tool 1: Hostinger for Domain Hosting Having your own domain and website as an affiliate marketer gives you a lot of freedom and control over your design, content and structure.  There are thousands of domain hosting services out there, but Hostinger is one of the most affordable platforms. It’s very reliable and speedy, and it’s easy to use even if you don’t have technical knowledge.  They offer various pricing plans depending on your specific needs, starting from as low as $1.99/month for basic web hosting. If you sign up for a one-year hosting plan, you also get the domain for free the entire year.  Affiliate Marketing Tool 2: LanderLab for Building Landing Pages The ability to build high-converting landing pages is a big part of your success as an affiliate marketer. Not only do you need to build a lot of lead or sales pages, but you also need to do a large amount of testing to figure out what actually works.  LanderLab is an extremely user-friendly tool that allows you to build landing pages with no coding or special design skills.  You can choose from 100+ industry-specific landing page templates that are proven to convert. You can also integrate your tracker or lead management system, run A/B testing directly from the platform, and import existing landing pages from zip to use as inspiration.  The starter plan begins at $69/month. Affiliate Marketing Tool 3: ClickFlare for Tracking Being able to track and analyze detailed campaign data in real time is crucial for scaling.  ClickFlare is the perfect tracking tool for affiliate marketers. It allows you to create and track complex funnels, it integrates with all the key traffic sources (native, social and Google), and it gives you the ability to track, route and A/B test unlimited pre-landers, landers and offers. If you are looking for a reliable and affordable tracker, ClickFlare pricing begins at $89/month. Affiliate Marketing Tool 4: Adplexity for Spying on Competitors An important part of online marketing is finding out what your competitors are doing and learning from their successes and mistakes.  Adplexity uses data from various ad networks and allows you to see which ads are getting the most hits and have been running the longest. You can filter by landing page or ad keyword, days running, country, ad network and more. The tool also gives you the ability to see the landing page each ad is sending traffic to, as well as the offer URLs. You can download landing pages you want to use as inspiration, and directly export them to your landing page builder of choice, for example LanderLab.  Adplexity offers different plans for various traffic sources, starting from $199/month. Affiliate Marketing Tool 5: Canva for Design Whether you want to design an ad, social media post, email header, banners, or even edit videos, Canva can help you.  The tool is again extremely easy to use, and you can create beautiful designs that convert without any prior design experience. There are thousands of ready-made templates you can use, and the basic plan is completely free! If you want to upgrade, the Pro version is still only $12.99/month.  Affiliate Marketing Tool 6: ChatGPT for Content & Copywriting We know, we know. You are probably already using ChatGPT, but there are a few tricks that tend to give better results when it comes to writing high-converting copy.  Whether you want to write copy for a landing page, email, ad, or blog post, you always need to give ChatGPT a clear idea of what the product is, who the target audience is, and which goal you are hoping to achieve.  You also need to instruct it to write a text focused on benefits (instead of simply features), include a compelling call-to-action and headline, include testimonials, and address pain points. If you want to take it a step further, you can use the ChatGPT prompt, “I will show you 5 examples of my writing. Replicate my writing style and tone of voice to write a new text about X topic”.  You can use the basic version of ChatGPT completely for free. Affiliate Marketing Tool 7: Trendzi for Video Ads We could drop endless studies and statistics on why it is absolutely crucial to incorporate videos into your affiliate marketing strategy in 2023. To keep it simple, all research strongly indicates that videos are better for lead generation, branding, sales, and overall performance. Especially if your advertising platform of choice is social media, you need to consider using UGC (user generated content). As Trendzi says on their page, UGC videos are video ads that don’t look like ads. Through platforms like Trendzi, you can choose a creator and give them instructions on what type of video you are looking for. They will create a video that blends in and feels organic, which has been proven to lead to better conversion rates.  Trendzi offers different pricing packages, starting from $500 per video. If you want to learn more about how the platform works, we recommend watching their presentation from the Search Arbitrage Meetup in Barcelona in 2023. Affiliate Marketing Tool 8: The Optimizer for Campaign Automation If you are advertising on various platforms through several accounts, launching and managing a large number of campaigns, and playing with big advertising budgets, our campaign automation tool The Optimizer is made for you.  With The Optimizer, you can set rules to automate routine campaign optimization tasks, such as adjusting bids and budgets, pausing campaigns or ads that are not performing, cloning ad sets, and more. This will allow you to free up an immense amount of time and make sure you are efficiently managing your advertising budget in order to scale faster.  Here you can read how some of our top clients used The Optimizer to scale on TikTok and native platforms. The Optimizer’s starter plan begins at $199/month. Affiliate Marketing Tool 9: NordVPN for Cybersecurity Using a VPN service such as NordVPN will mainly provide you with online security, making sure that your online activities and sensitive data are secure and protected from potential cyber threats. For example, the tool will ensure your information is kept private in public places, like cafes or while on the move.  NordVPN will also protect you from competitors finding out about your strategies, provide access to geo-restricted information, and allow you to check how your landing pages appear to people in various locations. The monthly plan begins at $12.99/month and there are multiple discount packages available. Top 9 Affiliate Marketing Tools: Conclusion To keep up with the competitive landscape of affiliate marketing in 2023, you will need to use specific tools for different parts of your operation.  The affiliate marketing tools discussed in this article are: Hostinger for domain hosting, LanderLab for building landing pages, ClickFlare for tracking, Adplexity for spying on competitors, Canva for design, ChatGPT for content & copywriting, Trendzi for video ads, The Optimizer for campaign automation, and NordVPN for cybersecurity.  Regardless of which tools you choose to leverage, make sure that you are always working smarter rather than harder. [vc_empty_space height=”15px”]

August 2, 2023

Author

Sara Bregasi

Content Writer

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Facebook

Facebook Automation: The Optimizer vs Facebook Comparison

Facebook automation has been around for a while, but with Meta’s increasing complexity and competitiveness in recent years, more and more advertisers are turning to automation tools in 2023.  These tools take on the repetitive and time-consuming tasks of campaign management, freeing up your time and allowing you to focus on other aspects of your business while improving your performance results.  In this article, we will delve into the world of Facebook automation tools, specifically exploring the benefits of Facebook’s own automated rules versus those of external tools like The Optimizer. We will cover the similarities and differences between the two automation engines, helping you understand which platform aligns best with your specific needs and goals. Facebook Automation: What Is It? Fundamentally, each tool, feature, or strategy that allows you to automate manual tasks related to Facebook advertising is considered Facebook automation.  For the purposes of this article, we will focus specifically on Facebook automated rules. With automated rules, you can set conditions that are automatically triggered based on various criteria. If these conditions are met, predefined actions will be executed. For example, the condition can be “if conversions are lower than 1”, then take the action of “pausing the ad set”.  The benefit of these automated rules is that they save you an immense amount of time and money by managing aspects of your campaign optimization process on autopilot. Facebook Ads Manager: Automated Rules You can set automated rules directly from Facebook Ads Manager, or you can use external tools like The Optimizer.  The Optimizer: Automated Rules Facebook Automation: The Similarities Between The Optimizer and Facebook Both platforms are able to automate most manual campaign optimization tasks, such as pausing or activating campaigns, ad sets & ads, based on a set of predefined conditions.  You can also increase or decrease bids and budgets automatically, as well as apply dayparting.  Although both platforms are fully equipped to successfully carry out these core functions, there are certain actions and features that you can only access with The Optimizer. In the next few sections we will explain what these features are, and when to use each platform.  Facebook Automation: Cloning Ad Sets One of our top rules that most experienced Facebook advertisers are using is automatically cloning top performing ad sets.  If you want to boost winning ad sets, but don’t want to increase their budget by more than 20% to avoid confusing Facebook’s algorithm, you can set rules to clone them instead.  You can set conditions such as “If ROI is higher than 75%, clone ad set”. In this case, The Optimizer will check if any ad sets meet this criteria, clone the ones that do, and set them automatically live.  Facebook Automation: Connecting Multiple Accounts One of the benefits of The Optimizer is that it allows advertisers to manage all their different ad accounts from a single platform with no limitations.  Facebook, on the other hand, only allows you to connect a maximum of 25 ad accounts. If you are running ads for multiple clients as part of an agency, or if you have more than 25 ad accounts for various offers and purposes, Facebook’s cap can be quite limiting.  Additionally, if Meta is not your only advertising platform, The Optimizer also allows you to manage other traffic sources such as TikTok, Google Ads, and native platforms like Outbrain and Taboola, all from one place. Facebook Automation: Connecting Third Party Trackers If you are using a third party tracker, such as Voluum, ClickFlare, or Google Analytics, you can connect your tracker with The Optimizer.  What this means is that the system will pull data both from your traffic source (Facebook), and from your tracker, and present this data in a single report.   Here is an overview of the different trackers that are supported by The Optimizer: You will also be able to use the data from your third party tracker to set automated rules. For example, you can set a rule that says “If tracker ROI is higher than 50%, increase budget by 10%”.  Facebook Automation: Utilizing Custom Metrics Both The Optimizer and Facebook offer hundreds of different metrics you can use to build your automated rules. However, The Optimizer goes even further by allowing you to calculate your own custom metrics and use them to set up rules.  You can also select which metrics you want to be displayed on The Optimizer’s reports. This will allow you to focus only on the data that truly matters to your business. Facebook Automation: Rule Application After you have built your automated rule, you will need to choose which campaigns will read from this rule.  On Facebook, you only have three options: all active campaigns, all active ad sets, and all active ads. So if you want to set separate rules with different criteria for different campaigns, you cannot do that on Facebook. The Optimizer allows more flexibility by giving you the option to apply rules to specific campaigns or groups of campaigns.  Facebook Automation: Rule Schedules The next step in completing your rule setup would be to determine how often a certain rule needs to run. Facebook gives you the option to run the rule either continuously or once a day.  With The Optimizer, you can run the rule at 11 different schedules, from as often as every 10 minutes, to once per week. You can also adjust the rules to run twice per day, or every 6 hours, depending on your objectives.  Facebook Automation: Notifications If a rule has been executed, you would most likely want to be notified in order to stay up-to-date with all the changes happening to your campaigns.  Both The Optimizer and Facebook will allow you to choose between getting notified when the conditions you set in your automated rules have been met and the rule has been executed, or only getting a notification (without executing the rule).  With Facebook, you can receive your notifications via email or Facebook. With The Optimizer, you can also send notifications directly to your Slack or Telegram account.  Facebook Automation: Cost While The Optimizer offers more complex rule-building functionalities, you need to consider that this is a paid tool, and the benefits of using it are much higher if you are juggling multiple accounts, playing with bigger ad budgets, and trying to scale.  If you are just getting started and are easily able to manage your campaigns manually, then leveraging Facebook’s free in-platform automation is a better option at this stage.  Facebook Automation: Conclusion Facebook automation is essential for advertisers in order to keep up with the platform’s fast-growing and competitive landscape.  Facebook offers their own in-platform automation rules, which are a great starting point if you are working with smaller budgets and a limited number of accounts/campaigns.  Automation tools like The Optimizer are perfect if you are trying to scale fast. With our tool, you can connect as many ad accounts as you need, integrate third-party trackers, gain more flexibility when it comes to building, applying & scheduling rules, and access additional rules such as automatically cloning ad sets.  If you are also advertising on TikTok and are curious about how our rules compare to the ones offered by TikTok, read our article TikTok Automation: The Ultimate TikTok vs The Optimizer Comparison.  [vc_empty_space height=”15px”]

July 7, 2023

Author

Sara Bregasi

Content Writer

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FacebookTikTok

TikTok vs Facebook Ads: Which is Best for Advertisers in 2023?

Let’s state the obvious – if you are a social media marketer, you will most likely have to use both TikTok and Facebook (Meta Ads) at some point. Massive audiences, dozens of creative formats for your ads, and advanced reporting and targeting options are just a few of the features both these platforms provide.  But if you are going to be spending valuable advertising money, you need to know which platform works best for your specific needs, and when to use each of them.  In this article, we will discuss TikTok vs Facebook ads, and explain which is best for advertisers in 2023 on a case-by-case basis.  TikTok vs Facebook Ads: Reach Although TikTok is growing rapidly, Facebook is still the biggest platform between the two with over 2.9 billion monthly active users. That is without even counting the other platforms in its ecosystem, such as Whatsapp with 2.2 billion users, and Instagram with another 1.6 billion. As of 2023, TikTok has around 1 billion monthly active users.  Image by DataReportal This means that you will get access to a broader and more diverse audience if you advertise on Facebook as compared to TikTok. This is a strong benefit if you wish to scale fast. A larger user base also offers advantages in terms of targeting and optimization options, which we will look into in more detail below.  On the other hand, TikTok’s binge-worthy content makes it the best platform for audience engagement right now. In fact, 4.25% of the total audience engages with content on TikTok by liking, commenting, and sharing. To put that into perspective, Facebook’s engagement rate stands at only 0.15% as of 2023.   Image by Social Insider If you are looking for a higher and more diverse audience reach, Facebook is your go-to, but if your priority is higher engagement, TikTok is a better option.  TikTok vs Facebook Ads: Audience If you think TikTok is for younger people, you are not entirely wrong. The largest age group on the platform is 18-24 years old, with 20% of users falling inside this category.  Image by Statista For Facebook, the largest user group falls between the ages 25-34 years old.  Image by Statista Another interesting difference is that TikTok has slightly more female users, while Facebook has more male users.  The biggest market for TikTok is the United States, and for Facebook it is India.  The key takeaway here is that if you wish to specifically target a younger audience, especially within the US market, TikTok is more suitable. If you are looking to target a broader audience, especially users aged 35+, then Facebook is a better fit.  TikTok vs Facebook Ads: Targeting Options In terms of targeting, both TikTok and Facebook offer similar options. There are three types of targeting:  Core: where you can target based on demographics (i.e., age, gender, education and other information specified on a user’s profile), interests and behaviors on the platform Custom: it simply refers to retargeting users that have interacted with your brand before    Lookalike: based on your existing database, TikTok or Facebook will find similar users   Image by WordStream It is important to note that although both platforms offer roughly the same options, Facebook has been in the game for 12 years longer than TikTok. In this time, they have gathered a considerably larger amount of data, which gives Facebook the upper hand when it comes to targeting.  TikTok vs Facebook Ads: Formats and Placement  When it comes to ad formats, TikTok and Facebook are once again very similar. The two core formats are image and video ads, but you can also combine them through a carousel format.  The latter allows you to select more than two images or videos in one single ad. This is a useful option if you want to showcase different products at the same time, or highlight multiple features of the same product.  Image by Facebook As with a lot of other things in the world of digital marketing, there are no right or wrong answers. However, recent data shows that video ads work better for most social media platforms in 2023, including TikTok and Facebook.  As for the ad placement, both platforms offer about 15-20 options you can choose from. The most common placement is still the Feed. This is the main page where users spend most of their time on, and placing an ad here will make it look more natural and blend in better with the rest of the content. Other placements such as Instagram Stories and Reels are gaining a lot of traction and quickly becoming one of the top placements for advertisers due to their high engagement rates.                                                           Facebook Feed vs TikTok Feed So far, both platforms offer almost identical variations of the same ad formats and placements. Facebook has an advantage, because they can offer extra options from just one place, such as Instagram, Whatsapp or Messenger ads. However, TikTok’s more simple and focused approach, with most ads being shown around the main feed, can be better for exposure. Another thing to keep in mind is that TikTok ad fatigue is higher than Facebook, so if you decide to advertise on this platform, you will need a strong creative team.  Image by ShipStation For more information about the different ad formats and placements, here are our articles on TikTok and Facebook.  TikTok vs Facebook Ads: Performance Analytics  We will keep this part short and sweet, because both platforms provide detailed data on ad performance.  Below you will find a picture of Facebook’s analytics dashboard, Facebook Ads Manager. TikTok’s Ads Manager has an almost identical dashboard, and both platforms have options for basic and advanced analytics.  Image by Buffer TikTok vs Facebook Ads: Costs Of course, ad costs vary a lot depending on the industry, competition, and your own strategy and campaign goals. We will simply provide facts and data to help you get a general idea on what you can expect.  Let’s start with minimum budgets. TikTok has a minimum campaign-level budget of $50/day, or an ad group-level budget of $20/day. On the other hand, Facebook has a minimum budget of $1/day for ad sets for which impressions are the goal, and $5/day for other goals like views, likes, clicks, etc.  As of 2023, the average cost per click on Facebook is $0.97, and the average cost per thousand impressions is $7.19. For TikTok, the average cost per click is $1 and the average cost per thousand impressions is $10.  Looking at the average ad costs, it may appear as if TikTok advertising is generally more expensive, but we recommend taking this data with a grain of salt. There is so much else that goes into these numbers, so there is no clear winner when it comes to costs.  TikTok vs Facebook Ads: Conclusion So, which platform is best for advertisers in 2023? The truth is, it all comes down to your own business goals and what you hope to achieve. Most successful advertisers use both platforms in combination. As we explained throughout the article, the account set-up for both TikTok and Facebook is almost identical, so if you are familiar with advertising on one platform, you will find it easy to learn the other.  The two platforms also complement each other well. TikTok’s freshness allows you to reach a younger audience with higher engagement rates, while Facebook’s maturity gives you access to a broader audience and more advanced reporting, analytics and targeting options.  If you are still not convinced, 40% of TikTok users do not have a Facebook profile! If you wish to scale and make big money with social media advertising, you will most likely need to use both platforms.  [vc_empty_space height=”15px”]

May 24, 2023

Author

Sara Bregasi

Content Writer

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GuidesFacebook

6 Useful Facebook (Meta) Ads Details You Should Know About

Facebook Ads (Meta Ads) has been for a long time the place to go for a large number of performance marketers. With billions of active users, tons of data and a plethora of targeting capabilities, Facebook Ads continues to deliver. Like any other traffic source, it too has its tips and tricks, best practices and guidelines, that you can master. In this article we’ll go over 6 details you should know, to make the most out of Facebook Ads. Campaign Objective in Facebook (Meta) Ads Inside Facebook Ads, you can choose between six different objectives for your campaigns. Each objective is better suited to a specific kind of ad, and choosing the right combo can significantly increase your chances of success. •Choose Awareness, if you want audiences to remember your offer. Good for getting more brand awareness and more video views •Choose Traffic, if you want to direct people to a desired destination (e.g. a site, an app, or an event on FB). Good for getting more link clicks and landing page views •Choose Engagement, if you want to generate more views, page likes or event responses. Good for messages, video views and post engagement •Choose Lead Generation, if you want to collect more leads for your business. Good for instant forms, messages, calls and sing-ups •Choose App Promotion, if you want to increase the number of users installing your app (or continue using it). Good for app installs and app events •Choose Sales, if you want to attract individuals who are likely to purchase a product/service from you. Good for conversions, catalogue sales and messages Note: Some optimization options (e.g. messages) can be selected for multiple objectives   Image by Facebook Best Practices in Facebook (Meta) Ads •Remember to include a CTA (call-to-action) in your ads. A powerful guiding element that directs users’ next step (e.g. purchase product/service, sign up for email list, visit site, etc.) •The quality of your images and videos matters. The higher their quality is, the better they will look on screen. •Include movements in your ads wherever you can. Especially in FB’s feed, offers that include some sort of movement in them (e.g. interacting with a product, walking) tend to stand out and attract more people •Showcase people using the product on offer. This way, potential buyers can imagine themselves using the product (e.g. playing with a PlayStation controller) Bonus Tip: Make use of the Community Content Tab •Consider using text overlays in your ads. Text over images and videos has proven to boost conversions. p.s. Remember to use proper sizing, fonts and spacing. •The right color palette can truly bring an ad together; bridging the gaps between the multiple elements that make up an ad. Bonus tip: You can change your palette to match a season, certain audience preferences and such to make your ads more appealing •Keeps your ads relevant, include the latest trends and spread no misinformation •Targeting a good-sized audience can be tricky; a good rule of thumb is to not go too narrow, allowing your offer to gather more data and maybe snatch a few extra conversions Note: Nowadays the best targeting practice in FB Ads is to target a broad audience •Mobile. Mobile. Mobile. Your ads should look great across all devices, especially mobile •Before launching a campaign, you can preview it once more for any last-minute changes Audience Targeting in Facebook (Meta) Ads It’s no secret that Facebook has a lot of data, tons of it, and you can make use of them to your advantage. Through Facebook Ads’ different audience targeting layers, you can reach the exact audience you want to target, and better understand your existing audiences.  You can target people based on their education level, job title, relationship status, hobbies. Target potential customers who have previously shown interest in your business, who have visited your page or visited specific pages in the past, who have interacted with an app or game. You can reach lookalike audiences in specific locations; within a 1km range. Target people based on purchasing behaviors, intent, device usage, the pages they liked and closely-related topics. You can even reach those that are celebrating certain milestones such as weddings, birthdays, engagements and anniversaries with tailor-made offers. The sky is pretty much the limit with audience targeting on Facebook. So go on, explore and target the audiences you desire. Image by Facebook Ad Placement in Facebook (Meta) Ads Besides the “Feed” area where you traditionally see ads on Facebook, you can place your offers in various other spots: •In the Instagram Feed in your mobile app or mobile/desktop web •In spots between the posts on public profiles •In Facebook’s Marketplace home •In spaces between videos in a video-only environment •In the column on the right that users see when they log into FB from their desktops •In the Facebook Business explore space •When looking through Instagram’s explore space, between videos and photos •In the home tab of Messenger •Between Facebook, Instagram and Messenger stories •Between reels in Facebook and Instagram •During Facebook-approved streams •As suggestions in Facebook’s search results And a multitude of other options   Image by Facebook Images and Videos in Facebook (Meta) Ads As images and videos are king in Facebook, below you’ll find a list of tips and tricks to take them to the next level. •Smaller, crispier fronts and fewer words tend to perform better. Text should cover no more than 20% of your ad, at best less than that. So, keep it short and sweet •Putting your logo or your brand’s logo in your images and videos increases the likelihood of engagement with your ad. The more known your brand is, the stronger the trust •Your creatives should convey only one message. After seeing an image and in particular a video, viewers should have a clear understanding of what they saw was all about and act from there •The right video length can make or break your ad. Though usually shorter videos are preferred, in spaces like FB, longer videos have their place as well (depending on what you are promoting) •The best aspect ratios would be vertical (9:16) or square (1:1), as Facebook Ads are viewed in multiple formats •Carousel ads can be a really powerful way to spread your message, as they give marketers in Facebook the ability to present multiple offers at the same time; each with its own creative, headline, description, CTA and link. Excellent for things such as promoting a collection of items Facebook (Meta) Ads and TheOptimizer To get the most out of Facebook Ads, connect it with TheOptimizer and run all your campaigns on autopilot. With TheOptimizer you will be able to scale your Facebook Ads campaigns profitably and save a lot of your time thanks to the platform’s automations based on preset conditions. If you are not familiar with TheOptimizer yet, it is the #1 automation tool for native platforms. It will allow you to replace your media buying manual (and boring) tasks such as, changing budgets, pausing ads, etc, with condition-based rules. If you want to learn more about how TheOptimizer can help with your Facebook campaigns, click here. For details on other traffic sources, you can check our excellent articles on Google Ads, Tik Tok, Taboola and Outbrain. [vc_empty_space height=”15px”]

April 26, 2023

Author

Klajdi

TheOptimizer Team