Marketing Updates With Motion Ave

This week’s marketing news is about “new” features from all the major channels. Intrigued? Read on! 

I’m Snapchat, and I Approve This Message

Although Snapchat hasn’t really established itself as a platform for paid political advertising yet, the platform is planning for the future and launching a political ads library with the aim of making its role in political promotions transparent: the library will feature data including who paid (and how much they paid) for political messages featured on Snapchat, clearly acting in repudiation of Facebook’s past status as “the place bad actors go to screw around with democracy consequence-free.”

Prepare yourself:

https://edition.cnn.com/2019/09/15/tech/snapchat-political-ads/

https://www.snap.com/en-US/political-ads/

Google Optimization Scores Now On Mobile App

You probably already knew that the Google Optimization Score, ranging from 0% to 100%, gives a rough measure of how effectively crafted your ad campaign is since it allows you to visualize how well they are optimized. The platform has now updated the mobile ads app, allowing you to track this away from your desktop as well. 

Learn more about this feature here: https://www.searchenginejournal.com/google-ads-app-now-displays-campaign-optimization-scores/325819/#close

New Tools For Live Broadcast And Video On Facebook

Facebook continues to introduce and boost features as it competes with YouTube for market share of content creators, especially video. They’ve launched new rehearsal and trimming options for Facebook Live, allowing creators to show their videos to admin Pages and editors to test their content first, and trim the beginning and end of Live broadcast replays.

They’ve also updated the Watch Party feature, adding the ability to schedule parties which will generate an announcement post to notify followers when the Watch Party begins. 

Join the party here:

https://www.socialmediatoday.com/news/facebook-adds-new-video-publishing-tools-including-live-rehearsals-and-wat/563030/

Google Memory Will Definitely Remind You Of Something

Instagram Stories are pretty popular, huh? Isn’t it weird that other photo-sharing social media isn’t doing the same thing? Not Google, of course- they’re still cool!

In a move that doesn’t remind anyone of Google+ or “Remember This Day,” Google Photos adds the Memory option, creating a Story-like (but private, personal, and tweakable) album of past photos. On a more practical note, Photos is rolling out enhanced sharing and photo printing options after people have had a few months to get used to Memory.

Share the memories here: https://techcrunch.com/2019/09/12/google-photos-adds-a-time-traveling-version-of-stories-plus-more-sharing-and-printing-options/

Instagram Takes A Clip From…

TikTok clips are really popular, huh? Isn’t it weird that other video-sharing social media isn’t doing the same thing? Not Instagram, of course- they’re still cool!

Instagram changes the video world forever with their new feature, “Clips,” that just like TikTok will allow users to record segments of videos into a single video Story, overlay music on clips and adjust the speed and timer of each video.

The competition is real: https://www.socialmediatoday.com/news/instagrams-reportedly-working-on-a-new-tool-which-replicates-tiktoks-key/562726/

It’s going to be interesting to look back on the evolution of all these platforms three years from now, when they’ve basically become identical twins of one another, slowly converging on the same feature and content offerings, isn’t it? Maybe Google Memory will show us today’s article! Look on the bright side of all this homogeneity- eventually it won’t matter which channel you use most! 

Want to know more about the world of marketing today and tomorrow? Stay tuned for more Marketing Updates With Motion Ave. next week!

6 Expert Tips To Writing Ads For Google Adwords

Every day, advertisers hustle to compete with millions that also want their ads to be in the first position on Google. Sound like you?

And when you finally get those first results, there’s another problem: you compete again to win your target audience’s attention.

Writing the perfect ad isn’t easy, but it’s essential; it’s not just enough to get great positioning. The right copy is the difference between conversion and failure. With these proven tips – the principles WE use to write great ads every day- you’ll learn how to write killer ads for Google Adwords.

1. Benefits over features is a myth

According to Isaac Rudansky, it’s essential to devote ad composition to discussing the features of the products when writing PPC ads. Unless you’re selling a completely new kind of product, most consumers finding you through Google search are already educated on their need for what you’ve got; they’ve warmed themselves up. Now they’re looking to be informed more than sold to.

For example, if you’re looking for new apartments for sale in Miami, you’ll probably be concerned first with the size, price, location, etc. You’ll want to see that information quickly and clearly; this should take precedence over how the new apartment will make you feel.

Tips to writing google ads

Tips to writing Google Ads

Mixing emotional and other benefits with a clear presentation of features is fine, but never forget to include your features in your PPC ads. The following ad is an excellent example of a combination of a psychological benefit with the features of the product or service:

Copies for Google Ads

Here, some copy is devoted to generating emotional appeal (“make the most out of your travel experience by living like a local”), but the copy moves quickly on to the specific features: offering a search of rentals and hotels, booking, the extensive locations available, etc.

2. Include price, promotions and exclusive offers

Price allows people to scan if your product or service is perfect for them. Being up-front and clear about pricing is ESSENTIAL to avoiding bad clicks. For most shoppers arriving via search, the price will be one of their first concerns: if you’re evasive or slow to reveal it, that fragile early trust necessary for buy-in is lost, and your visitor is unlikely to investigate further- even if your product would have been great for them.  If the price is too high, most will move on and continue searching- that’s fine. However, if the price works for them, they’ll probably check out the offer, having made themselves pre-qualified buyers.

Copies for Google Ads

A great strategy is also including promotions and exclusive offers in your ad extensions, letting the first glance at your ad give a sense of urgency and scarcity:

Tips to writing Google AdsTipsto writing Ads for Google Adwords

3. Highlight your brand’s legitimacy

When writing PPC ads, it’s important to highlight what makes your company unique and better than the competition. Mention awards, social proof, how many clients you have, and all those things that give your brand legitimacy as long as these facts are real and verifiable. For example:

Tips to writing Google Ads

Notice how right after illustrating features (first and most important, remember?), the ad rolls out the quality indicators: trusted by 4,000 businesses, high quality, 3 million job listings.

And, as you’ve probably noticed in most of the examples above, using registered symbols are recommended to increase CTR (click-through-rate) and to give also brand legitimacy.

Tips to writing Ads for Google Adwords

4. Your ad copy must be similar to your landing page copy

When you write your PPC ads, it’s essential to consider the copy you’ve already got (or have planned) in your landing page. If your landing page doesn’t properly follow on the expectations generated by your ad, your quality score will go down, increasing the cost per click of your ads and of course, your conversion rates will decrease as well. This is BAD- but easily avoided.

Using the same keywords from your ad at the top of your landing page tells the visitor that they are at the right place and it will increase your relevancy score.

5. Focus on your headline first

According to Isaac Rudansky, your most important message belongs in your headline, because most people make their decision at that moment- which sounds obvious, but this means that you can’t rely on the description to capture interest.

When writing your headlines, don’t forget to include your keywords to mirror the searcher’s query. Be as specific as the user’s query, and whenever possible, include a call-to-action:

Tips to writing Ads on Google

This is a simple, elegant example (from one of the most masterful marketers in the world, Coca-Cola, no less)- the keywords are clear and reflect the search (“custom bottles”) and are followed with a short, clear CTA: put your name on a Coke bottle.

6. Make your ads hyperlocal

This doesn’t just mean mentioning your region or city- studies have shown that using phone numbers with the area code close to the visitor can DOUBLE your conversion rates. The intention is to make your audience feel that you’re local: right around the corner, accessible, and convenient.

Copies for Google Ads

Time to start applying these strategies to your Google Ads! Test out a variety of messaging approaches using these tips. As you begin writing your ads and collecting data, you’ll see what works best for your specific audience. Which each test you run, you’ll understand better what makes your ads perform well.

Are you ready?

Any doubts? Want help in creating a winning Google Ads campaign? Get in touch with us. After all, this is our passion, and we’d love to be part of your marketing team.

Are You New To Facebook Dynamic Creatives?

Here’s Everything You Need To Know

Dynamic creatives allow advertisers to create and deliver different combinations of ads, finding the perfect match of headline, text, image, description, and call-to-action that are more relevant and engaging to their audience.

How do Facebook dynamic creatives work?

Take John, who lives in Miami. John has never really thought about his eating habits but has decided today that he’d like to lose some weight because his “date jeans” don’t fit anymore.

There’s also Laura, who also lives in Miami, and enjoys eating healthy and exercising every day. Laura should probably teach John about portion control, and John could probably help Laura not be so maddeningly perfect. But that’s another story.

Then there’s YOU: the owner of a health food company doing business in the Miami area. You want your marketing material to deliver a message to John AND Laura that will resonate with them, but it may not be realistic in your marketing budget to design a “John-type ad” and a “Laura-type ad”- to say nothing of your other market segments-  from scratch. You know messaging is never one-size-fits-all, and that different audiences will respond to individual creative elements- image, copy, timing- differently as well.

It sure would be great to get that all done in one shot!

Here’s where dynamic creatives come in handy. Using them, you’re able to test different creative components to define which combinations give you the best response- mixing and matching creatives and testing the various combos, all live. This lets you maximize the value from Facebook ads budget.

Remember that dynamic creatives are different from dynamic ads– this tool is for testing a variety of creatives around the SAME product. Dynamic ads retarget users with different products.

So, how do you do it?

Step #1:

Dynamic creative process

Source: Facebook

Step #2:

Facebook Dynamic Creatives

Source: Facebook

Step #3:

Facebook Dynamic Creatives

Source: Facebook

Let’s see how to create dynamic creatives:

When you create a new campaign on Facebook, after selecting the objective and name of your campaign, go to Ad Set and turn on the “Dynamic Creative” button.

Facebook Dynamic Creative Button

After selecting your audience, placements, budget, and schedule, continue to the next section to edit your ads.

In “Media,” you’re able to add up to 10 images, videos or slideshows. Add ALL the visual creatives you want to test in dynamic ads.

Facebook Dynamic Creatives

Then, you’re able to add up to 5 texts, headlines, link descriptions, and calls to action as shown below. Again, add all such copy that you want to test, in any combination.

Facebook Dynamic Creatives

Facebook Dynamic Creatives

There’s a maximum of assets in each category for a dynamic ad campaign:

  • Image or video/slideshow: maximum of 10 images or 10 videos
  • Headline: maximum of 5 titles
  • Text: maximum of 5 bodies of text
  • Description: maximum of 5 descriptions
  • Call to action: maximum of 5 CTAs

When you finish editing your dynamic creatives, click Confirm to publish your campaign.

Facebook will automatically generate multiple combinations of your creatives, varying the mash-up to assure each asset is used at least once.

Pretty cool, right?

Why are dynamic creatives awesome?

Glad you asked. After using this new feature for a number of different client campaigns, we’ve gotten consistently positive results in a few areas:

1. Testing

We’ve actually found that dynamic creatives are a better testing tool than the split testing feature. Seriously! (We were surprised, too.) You can test up to 30 components at the same time while simultaneously measuring efficacy, which is the equivalent of running a couple of dozen split tests (and measuring KPIs over weeks of separate campaigns).

2. Efficiency and budget

Dynamic creatives allow you to learn which assets are performing better, faster, letting you optimize content for the best performing ads and move on to your next project. Getting your best material out sooner means quicker campaign results, which translates to lower costs for running or boosting ads.

3. Mastering personalization

John and Laura from our first example will probably respond to very different content, with the same hopeful outcome- buying your health food. John might be motivated by content emphasizing results- eating right will take the unwanted weight off- whereas Laura will likely respond better to messaging that your health food fits into her existing lifestyle of wellness and self-care. Using dynamic ads will let you try a potentially wide range of combos for John AND Laura, letting you learn how their demographics respond- simultaneously.

Bear in mind also that dynamic creatives aren’t intended as a long-term strategy; this is a research tool, designed to help you quickly sort out what works. As a long-term campaign, it is less effective than a targeted campaign using creatives in combinations that you know to be successful.

Conclusion:

It’s important to highlight again that dynamic creatives are different from dynamic ads. Dynamic creatives are used to find the best ad combination around the same product.

Dynamic creatives, used properly, will let you maximize the value of your Facebook campaigns, and save a lot of time and money. Does it sound great, but overwhelming? Can’t wait to try it, but you don’t have a ton of creatives (or want better ones)? We should talk, right now- we’re passionate about great advertising, creative content, fun design, and helping people succeed in telling their brand’s story.

So, what do you think of dynamic creatives? Have you tried this feature yet?

 

Sources:

https://www.facebook.com/business/m/facebook-dynamic-creative-ads

https://www.growwithbamboo.com/blog/4-dos-and-a-dont-facebook-dynamic-creative-optimization-best-practices/

https://medium.com/@ayranamongush/5-reasons-to-use-facebook-dynamic-creative-optimization-8687140175e3

 

 

 

 

 

 

 

8 Secrets to Creating Killer Facebook Ads

With over 2 billion monthly active users, Facebook has become a place where businesses can connect with potential customers and grow their base significantly- but if you’re building a brand,  posting on their Fan Pages alone is not enough. To reach your audience and get results, you need to advertise on Facebook Ads, and you need to do it right.

Users are bombarded with ads every day, and there’s a lot of competition for their attention. To rise above the rest, here’s eight secrets to creating killer Facebook Ads that successful brands use to optimize campaigns and spend advertising budgets wisely- you should master them, too.

1. Consistency

MailChimp is a perfect example of campaign consistency: their ads are simple, with a touch of humor, and reliably styled. Their ads stand out in a sea of content with their bright, yellow images and short copy.

Mailchimp Facebook Ad Mailchimp Facebook Ads

2. Humor

Humor makes an experience emotional and memorable- employ it in your Facebook Ads to increase engagement and connection. Loosen up your language and use humor to spice up your message.

Humor for Facebook ads Humor for Facebook Ads

3. Seasonality

Some brands adapt their ads for holidays like Christmas, Valentine’s Day, and Halloween, as well as seasonally, often to coincide with a change in product offerings. Seasonal messaging is essential; it lets you relate to your audience’s mood and current interests, and provides context for special promotions.

Seasonability for Facebook AdsSeasonability for Facebook Seasonability for Facebook

4. Urgency

Creating a sense of urgency is a time-honored ad technique, and it’s just as effective in the fast-paced context of Facebook Ads. Phrases like “before they’re gone,” “before it’s too late,” “sales end,” are some of the phrases you could try in your copy to make consumers think they will miss a great opportunity if they don’t act fast.

Urgency for killer Facebook Ads Urgency for killer Facebook Ads Urgency for killer Facebook Ads

5. Targeted Messaging

Targeted messaging means speaking directly to your primary audience: using language that directly addresses specific concerns or values. This is extremely effective, but takes work: brands need to identify the pain points and goals of their target audience before writing their copy. The message has to be personal, and feel uniquely relevant to your primary audience, while still broad enough not to alienate potential leads.

Personalization is a must when you’re writing targeted Facebook ads.

Targeted Message Facebook Ads Targeted Message Facebook Ads Targeted Message Facebook AdsTargeted Message Facebook Ads

6. Education

Another interesting way of using Facebook Ads is to communicate an informative, useful message to your audience, based on their needs, interests, and struggles. This technique attracts your target audience and invites them to digest your content while getting to know you as an industry leader and generating trust.

In many ways this is the heart of content marketing: audiences are receiving something valuable from you in exchange for building trust and, if the information is behind a form, creating leads or valuable research data.

Education for Facebook Ads

7. Authority

Authority, in this case, means backing the claims of your brand with trusted entities like individuals and organizations. Authority builds credibility, whether the source is an influencer, celebrity, or industry leader. Other good examples are displaying awards or special recognition your brand or products have gained, or statistics of consumer preference for your brand over a competitor.

Testimonials are another fantastic way to generate authority. By quoting well-respected industry leaders willing to speak about your brand, you can show recognition. Haven’t got any? Don’t worry- honest, well-crafted statements from real, “normal” users that your audience can relate to are also extremely effective.

Authority for Facebook Ads Authority for Facebook Ads Authority for Facebook Ads

8. Localizing

Localizing is a broader form of personalization where copy and images relate specifically to a narrowly-targeted region where the ad will be shown. As with personalization, it raises credibility by causing audiences to feel that copy directly relates to their specific interests.

Localizing for Facebook Localizing for Facebook

The most important secret? Mix and match. Combine humor with personalization, with consistency, and more. Create the perfect ad by always following your brand’s values and personality- but don’t be afraid to try something new.

It’s time to get creative. Build Facebook advertising campaigns with fantastic ads!

Want some help?  Get in touch with us. We’re passionate about great advertising, creative content, fun design, and helping people succeed in telling their brand’s story.

 

 

Sources:

https://www.curaytor.com/25-facebook-ads?utm_source=zest.is&utm_medium=referral&utm_term=zst.5c17d64f00e71&zi=cymM5kUJ514

 

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