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January 31, 2018

Duplicate Until You’re Happy

Duplicate at Ad Set Level or Ad Level depending on budget

We’ve talked about duplicating your ad sets before, probably a few times, but we’ve been seeing some great results with it recently. It’s almost like a refresh button that you can click until you’re happy with the CPA.

Duplicating at Ad Set Level

If you have ads that are running and working but your CPA is a bit too high, you ideally want to duplicate without turning the original ad set off. If it’s working, leave it on until you’ve got a better ad set. If your budget doesn’t allow you to duplicate and leave the original ad set on, then you need to make a decision. The duplicate could bring lower CPA’s, but it could also completely fail and bring no results…

We’ve found that duplicating an ad set that’s bringing results but costing a bit to much 3 times, so there’s 4 ad sets running in total, is the best way to bring costs down. You run all 4 ad sets for at least 3 days (ideally 7) and then look for the ad set with the lowest CPA. Turn the other 3 off, then duplicate the ad set 3 times. Keep repeating this until your CPA won’t get any lower. If you simply don’t have the budget to be running 4 ad sets at once while you wait for them to decide which one is going to perform the best, you can duplicate at ad level…

Duplicating at Ad Level

Duplicating at Ad Level hasn’t been as effective as at Ad Set Level for us, but it can still bring costs down. One thing to note is that where possible, it’s important to make sure the duplicates are using the same post ID so that you keep the same engagement across all ads. You basically want to do the same as above:
Duplicate your ad 3 times, so there’s 4 ads running in total within your ad set. You run all 4 ads for at least 3 days (ideally 7) and then look for the ad with the lowest CPA. Turn the other 3 off, then duplicate the ad set 3 times. Just keep repeating this every week for a while until you’re happy. You’ll either have 4 ads running within your ad set that are running equally well, or 1 ad set that is out performing the others that you can leave on and switch the others off.

January 30, 2018

28 Day Instagram Challenge

It’s time to give Instagram a real go!

February is fast approaching and as a business it’s easy to write it off because it’s a short month. But why not make the most of that! We’ve been toying with an Instagram challenge for some of our clients to really boost their Instagram performance, and we think February is the perfect month for everyone to do a 28 Day Instagram Challenge.

The Rules:

  1. Every Ad you’ve been running on Facebook must be replicated and advertised on Instagram in a new ad set with Instagram as the only placement.
  2. You must keep running the ads for 28 days. If any of them really aren’t performing, duplicate them and tweak them if you need to.
  3. Any ads that have content that you want to be public should be made as a post on Instagram first, and then sponsored using the Instagram app. This is so that your public Instagram content retains all the engagement you get from your ads.

Advice & Tips

If you’re currently spending to your limit on Facebook, then we suggest finding your lowest performing ads and pausing them for February. Use the budget from those ads to replicate your highest performing ads on Instagram.

If you’re thinking of trying Instagram only for the month and pausing all your Facebook ads, don’t. If your Facebook ads are working don’t turn them off! That’s just suicide. Run both.

You’ll need to make sure your Instagram account is a business account, and it will need to be added to your business manager and your ad account. For the public posts that are done natively on Instagram, your mobile device will need to be connected to your Facebook account so you can select your Facebook ad account when promoting the post.

Results

Treat your Instagram ads completely separately from your Facebook ads for the month. Then once February is over, compare their results. What we’re hoping you get from this is that certain ads work a lot better on Instagram! It depends on many factors, but if you don’t try you don’t know!

January 22, 2018

What Does a Share Mean to Your Business?

100 Shares? Great! Now what?

Getting your content shared on social media is a big deal. Don’t forget that. But you do need to think about what it means to your business, and how you can analyse those shares to improve your social media strategy. There are 2 sides that you should be analysing when something gets a lot of shares:

Content

If something that you posted to your Facebook Business page got a lot more shares than most of the other content you post, then it’s pretty obvious that you should be thinking about why this particular post got so many shares. There must have been something about what you posted that made your audience share it with their friends, family or work colleagues. Was it funny? Was it something that they stand for? Was it advanced information that they wanted to share to let people know that they’re knowledgeable on the subject? If you can work out which type of content gets your business the most shares, you can start posting more of it to reach more people.

Audience

The next thing you want to know is who actually shared the content. Was it people who are always sharing content and don’t really think about it? Or was it people who wouldn’t normally share content but just HAD to share yours? It’s getting tougher to see details about who shared your content because of privacy settings on most social platforms, but you should still do your best to work out who’s shared your content, so you can try and speak to them in future posts.

January 19, 2018

How to Cope with Rising Costs of Social Media Advertising

“Costs are increasing and everything else is going down!?”

First of all let’s not panic here. There are some positives to take from social media becoming such a popular platform for advertisers. Poor quality content being driving off people’s screens for example! But we get it. The increases in advertisers and the changes in algorithms are making advertising on social media different to how it used to be.

Split test these 2 types of audiences:

  1. A broad audience: We’ve talked about this here before. If you can set up an ad with a broad audience on Facebook/Instagram, and it starts working; it will either take off quickly and be a great performer, perform well for a much longer time period than your other ads or both!
  2. A small, highly targeted audience: If like us you spend a lot of time thinking about every single post you make on social media, you want to make sure it’s going out to the right people and not just anyone. If your post is about an event where people drink lemonade while riding horses wearing 80’s clothing…then target people who like lemonade, horse riding and anything 80’s!

Start using automated rules:

If you’re taking your social media advertising seriously, you’ve probably got a lot of ads going at one time. Which is great, but we know more than most that it can be tricky to manage. Facebook rolled out automatic rules last year and they’ve improved it a lot since. If there are certain costs for advertising that you’re simply not willing to pay, make sure the ads automatically stop when costs get to that point. That way you can focus on the ads that are working and plan ways to scale them.

January 17, 2018

Are Instagram Ads the New Infomercial?

Millennials are mocking infomercials the see on TV, but buying from ads they see on Instagram!

You heard it! Listen to this:

Source: https://www.racked.com/2018/1/12/16875422/instagram-ads-infomercials

“For a generation that grew up mocking infomercials and fast-forwarding through television ads, Instagram ads strike a strange balance: effective enough to drive purchasing, but just a little bit embarrassing to fall victim to so easily. They are the “As Seen on TV” (ASOTV) products of a new generation: hyper-targeted, fitting a need you didn’t even realize you had but now need to fill immediately. In this new generation of big data, there’s no sitting through Shamwow to get to your Snuggie: ads feed straight into your photo stream for leggings with pockets, new-fangled travel pillows, and socks with your dog’s face on them.

Source: https://www.racked.com/2018/1/12/16875422/instagram-ads-infomercials

Are millennials part of your target audience? If they are, are you taking Instagram ads seriously enough? “New York Times pegged the Millennials at 1976-1990 and 1978-1998.” – http://whatis.techtarget.com/definition/millennials-millennial-generation – If your potential customers are in this age range then it’s time to focus on Instagram ads for a while to see if you can crack them.

January 15, 2018

Facebook Newsfeed Update

Have you heard yet?

Last week Facebook announced a new update to the Facebook Newsfeed algorithm. To summarise, this basically means:

  1. Facebook want you to see more updates from people
  2. Posts that get proper comments on them will get a push

What does this mean for my Facebook page?

Well first thing’s first, don’t panic. Keep doing what you’re doing and focus on posting great quality content for your fans and target audience. Until the changes are rolled out, it’s impossible to know how our pages are going to be effected so we can only wait and see!

Focus on getting a response

Of course this is what we always want from posting content, but there’s a big difference between posts that get a lot of likes and posts that start a conversation. It’s time to start thinking about content that will get people talking in the comments, not just hitting like!

January 12, 2018

A New Service

We have a Brand New Service to Offer You!

Well, sort of! We’ve been helping our clients install their Facebook Pixels ever since Facebook Pixels were rolled out, and we realised it’s something that a lot of businesses struggle with. Now that Facebook Pixels can get so advance, it’s important to have them set up properly to track all the events that you need to track for your business.

Our new service on People Per Hour: 👉🏻 ‘Be Your Facebook Pixel Manager‘ 👈🏻has all the options to make sure you get the right pixel set up for your business. Take a look and let us know if you’d like some help with your Facebook Pixel!

Don’t let yourself get all worked up about it like this 👇🏻

January 10, 2018

The Importance of Live Streaming in 2018

We’ve already seen how effective it is, so it’s time to embrace it!

In 2017 all the top social networks started to push their live streaming features. You couldn’t really get away from it on Facebook, and there was a time period where you would get a notification if anyone or any page you were connected to on Facebook went live. This was really powerful, because it was a free way to send a notification to all of your friends, or page fans.

Success…

Facebook obviously viewed this push as a success. Users responded well to live videos and brands were able to make great live content that users wouldn’t normally get to see. That’s why live streaming is still one of the best features to use on Facebook as a brand, and in 2018 we believe it will be one of the most important!

Scheduling

You can even schedule a live stream so that users can opt in to get a notification for when you go live. Say you have a big announcement, or there’s something happening in your business that’s worth filming, you can set up a live stream event and subscribers will be told when it starts. It’s a GREAT way to grab the attention of your users and offer a lot of REAL value when you go live. You can’t stage it, unless you’re all really good actors in your business.

Instagram Stories and Live On Instagram

Instagram’s version of live video was it’s stories, which are also available on Facebook and are competing with Snapchat. These videos don’t get published live so if you mess them up you can remove them, but the idea of them is to feel like they were filmed as a spur of the moment thing, so bare that in mind. However Instagram recently rolled out Live On Instagram meaning you can now go live on Instagram too! This send notifications to your followers so use it wisely!

 

January 5, 2018

Lower CPM’s & Less Noise

Finally, the Holidays are Over!

No, we’re not miserable! We love Christmas, Family, Parties, Friends and everything else that comes with the Christmas season. But we really don’t love the higher CPM’s, the noise from everyone else trying to sell all of their products over Christmas and the general busyness of social media. It’s a bit of a nightmare for us social media marketers.

What we’ve seen so far in the first week of 2018

If you’re un-decided about whether to get back to pushing your paid social media campaigns then stop holding back and get to it.

So far we’ve seen:

  1. Lower CPM’s across all of the ad accounts we manage. CPM’s always sky rocket around Christmas but they’re back to normal already.
  2. Lower CPA’s across all ad accounts we manage. When CPMs’ rise most other metrics rise too. Campaigns for engagement, clicks and conversions all seem to be back to normal now.
  3. Sales are working very well. People are in a buying mood, as long as they can find a good discount. So, offer one…

Here’s to a good year!

January 3, 2018

Will Facebook Make Instagram Ads Better?

Prediction or Hope?

We wish we could say that this blog is a prediction of ours for 2018, but it’s more of a hope. Currently when using Instagram ads, you either have to post through the Instagram app and then ‘promote post’ and use a limited selection of advertising methods. The biggest benefit of this is that all the engagement stays on the post you use on Instagram when the advertising finishes. The biggest downfalls here are that there’s such limited targeting and delivery options, and in your ads manager you can’t select a new post to advertise under the same ad set.

The other option is to set things up through Facebook ads manager and choose Instagram as your ad placement. This works the same as normal Facebook ads but once the advert finishes, it disappears from Instagram. So all the engagement you get on the ad will vanish once you change the advert to a new post or if it finishes.

Our prediction/hope

We’re really, really hoping that this changes. For us the ideal solution would be to set up the ads through Facebook Ad Manager and then have an option to ‘publish post to Instagram feed.’ This way you can choose whether the advert post is permanent or not.

What do you think? Are we asking too much or is this a good idea?