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Marketing Updates With Motion Ave

Welcome to a new edition of Marketing Updates With Motion Ave! Google dominates the headlines this week, from new tech to phaseouts! Curious? Read on!  

Parallel Tracking Now Mandatory For Google Ads

As of March 31, all Google Ads using video must incorporate parallel tracking. This function prevents slowdowns for users by causing their browsers to handle data requests from click measurement providers in the background, while they can get straight to (and through) the ads. Parallel tracking is already mandatory for Search, Shopping, and Display campaigns.

Get the details here: https://ppc.land/parallel-tracking-for-video-campaigns-to-become-mandatory-in-google-ads/

Bid And Budget Simulators Come To Google Smart Bidding

Bid simulator support will now be available for one specific smart bidding strategy: Target ROAS (return on ad spend) bid strategy. This feature creates simulations using activity across the web from the past 7 days to test such adjustments as higher targets and budgets. While it’s not psychic, this kind of pattern analysis is an unprecedented insight to help marketers budget and price.

Change the future here: 

https://www.searchenginejournal.com/google-ads-introduces-bid-simulator-support-for-smart-bidding/343323/

R.I.P. Chrome Apps: 2013-2022

Chrome apps are on death row- support ends for all desktop OSes by the end of this year, and Chrome OS gives the boot in 2022. While some of the community is undoubtedly displeased, this move doesn’t signal a wholesale elimination of independent and open-source development: Chrome Extensions aren’t going anywhere.

Get to know all about the phase out process here: https://blog.chromium.org/2020/01/moving-forward-from-chrome-apps.html

https://www.pcworld.com/article/3514529/google-will-wind-down-chrome-apps-starting-in-june.html

No, Seriously, No Cookies: We Mean It This Time

Chrome is going on a deeper diet than just cutting Apps- Google has announced plans to end support for third-party cookies within two years. Assuming they follow through, this represents major action on Google’s public sentiments of committing to greater privacy. If implemented as thoroughly as Google promises, this will be a cataclysmic change for digital marketers- one of the core sources of user data and activity metrics will go entirely dark.

Prepare for the analytics apocalypse here:   https://techcrunch.com/2020/01/14/google-wants-to-phase-out-support-for-third-party-cookies-in-chrome-within-two-years/

That’s it for Google week! Join us next time to find out what Google and the other big names will bring to the digital marketing world!

Marketing Updates With Motion Ave

Happy New Year 2020! We are back to bring you the most relevant marketing news of the week! And of course, facebook is still a big topic this year. Want to know why? Read on!

Facebook Confirms It Won’t Ban Political Ads

Facebook confirms that it will not limit the way political ads target its audience and voters. Many consider this a bad decision, as it still does not limit the lies and misinformation in those ads. The only solution the platform offers is to give users more control tools so they can manage the amount of ads they see. 

If you want to know if this solves anything click here: https://www.wsj.com/articles/facebook-to-keep-targeted-political-ads-but-will-give-users-more-control-11578567603

No More Messenger Without Facebook

Before December 2019 users could download the Messenger app, login and start talking to their friends without having an active Facebook account. However, this past December they quietly eliminated that possibility. 

Want to know why? Click here: https://www.socialmediatoday.com/news/facebook-removes-option-to-create-a-messenger-account-without-a-facebook-pr/569638/

Google Ads Says Bye To Message Extension 

This 2020 Google Ads has decided to remove the message extension option in Adwords. The feature will be removed on January 27th and users will not be able to modify it in new or current campaigns. 

Want to know more details? https://ppc.land/google-to-sunset-message-extensions-in-google-ads/

And that’s it for this week! Stay tuned for more Marketing Updates With Motion Ave.

Marketing Updates With Motion Ave

It’s Google Week on Marketing Updates With Motion Ave! Today’s marketing news is dominated by Alphabet’s web giant! Check out all the news right here. 

Google Ads’ Optimization Score Will Include Display Campaigns

Google has expanded its optimization score feature to include one of the most common campaign types: display, which includes search, shopping, and display ads. As with existing categories, the score uses Google’s algorithm to analyze the features of your ads that it predicts will most improve results.

Want the full story? Click here: https://www.searchenginejournal.com/google-ads-optimization-score-now-includes-display-campaigns/338665/#close

Google Ads To Explain Itself

In this never-before-seen feature, a paid service will explain why it does anything it does to its advertiser customers. Google’s new “See Explanation” feature will help advertisers optimize ads more efficiently, providing specific measures for ad impressions, clicks, and cost. Accepting our ad money and telling us how those ads actually performed? You’re spoiling us rotten, Google!  

Get the explanation here: https://www.seroundtable.com/google-ads-explanations-beta-28643.html

And here:

https://www.searchenginejournal.com/google-ads-to-explain-why-changes-in-performance-occurred/338911/

Chrome To Provide Support for Likes Addiction

In the time it took you to read this sentence, your likes count on one of your Instagram From FACEBOOK posts has probably changed. Back from checking? I bet it changed again. Just kidding! Want to prevent this nightmare scenario from ever happening again? Google Chrome’s new desktop extension displays the number of likes on posts that don’t show them. Bafflingly, advertisers and influencers in several test countries have exploded into fireballs of anxious rage when Instagram from FACEBOOK has hidden their like counts. We can all sleep better tonight.

Protect yourself and your family here: https://www.forbes.com/sites/heatherleighton/2019/12/10/this-chrome-extension-brings-instagram-posts-likes-back/#21ece31c146c

Canva Launches New Video Editing Feature

Canva will ring in the new year with new tools, including a video editing tool that, as always, requires no previous design experience! The company also launched its desktop version and an option focused on Education: Canva for Education.

Learn more here: https://techcrunch.com/2019/12/06/canva-introduces-video-editing-has-big-plans-for-2020/

That’s all for this year! We hope you have a merry Christmas and a Happy New Year full of new marketing news and ads improvements!

3 Fundamental Facebook Ads Strategies For eCommerce You Need To Know

This year, the total value of global retail eCommerce is expected to reach $3.45 trillion– and most online retailers are reaching  these sales heights with Facebook Ads. 

Facebook, a platform with 2.41 billion monthly active users, recently reported that they had 6 million advertisers on its platform in Q4 2019. 

If you’re not advertising on Facebook, you’re missing a great opportunity to create brand awareness and boost your sales. Last year, I wrote a blog post with 15 essential Facebook Ads strategies for eCommerce. Since the world’s largest social media platform is continually changing, I’ve decided to update this essential information with the 3 fundamental strategies for eCommerce you need to know to start taking advantage of this money-making machine. 

1. Install Conversion Tracking Pixel

Installing a conversion tracking pixel on your website is the very first thing you should do when you start advertising on Facebook. 

The Facebook pixel is a piece of code that you copy from Facebook and paste on your website. It tracks the behavior of visitors to your website: product page visits, add to cart, purchases, and more. This data allows you to optimize your campaigns, build better audiences, and retarget people that have interacted with your brand. 

To create your Facebook pixel, follow these steps:

  • Login in to your Business Manager account
  • Go to your Pixels tab in Events Manager 
  • Click “Create a Pixel”
  • Click “Create” in the box that appears to finish creating your pixel

Facebook Pixel

Next, add Pixel to your site: 

  • Go to your website’s code and find the header of your website
  • Copy the entire code that you created on Business Facebook and paste it in the header of your website. Paste the code at the bottom of the header section, just above the closing head tag.
  • Click “Send Test Traffic” after placing the code on your website to make sure Pixel working properly. If your status says “Active”, your base code has been installed correctly. This can take several minutes to update.

You can also send the instructions to your developer, or if you’re using a partner integration like Google Tag Manager, you can connect your account in Business Manager and follow the onscreen instructions to connect your Pixel to your website.

Related: 5 Reasons Why We Love The Facebook Pixel (And You Should, Too!)

2. Use Dynamic Ads

This is the highest ROI strategy to use on Facebook Ads for eCommerce. 

Instead of individually creating ads for each product, dynamic ads allow you to create an ad template that will use the information you upload to a product catalog with your product’s images and details. 

Your campaign will use the information tracked in your Facebook Pixel to show ads to people who have already expressed an interest in your business or a specific product. 

The best part? Even though you have a vast catalog of products, the ads will be personalized and relevant to your audience. 

Dynamic ads can not only be used to retarget people who have taken actions on your website, but you can also target broad audiences to reach people who haven’t heard from you yet. Facebook calls this “product recommendations.” These recommendations can include products already viewed by a person on your website, popular products on your catalog, and products that similar people to your audience interacted with. 

To set up your dynamic ads, follow these steps:

Step 1: Set up your Facebook Pixel and Conversion Events

  • After installing your Facebook pixel, you need to set up your conversions events, which are specific actions visitors take on your site. You must select the conversion events that best apply to you, for example:
    • Add ViewContent events to all product pages.
    • Add AddToCart events to either your shopping cart pages and/or buttons that allow people to add items to carts.
    • Add Purchase events to purchase or confirmation pages.
  • Then, select either product IDs or product group IDs on your events to match individual products viewed on a website separately, such as showing an ad for a product that comes in multiple colors in one specific color choice.
  • Associate your Facebook Pixel or events to your catalog to show products based on customer behavior.

Step 2: Build your catalog

  • In your Business Manager account, go to Catalog Manager to create your catalog, which is the inventory of products that you want to advertise on Facebook. Keep in mind that you need to keep your catalog up to date and make sure every product has a unique identifier.

Build Catalog

Step 3: Create products sets from your catalog

  • From your inventory, you need to create a group of items that will allow you to control your bids and the items that appear in your ads. The product sets can be organized by product category, price range, markdown, or promotional price or theme. 

Now that you’re ready with your dynamic ads, you can use multi-product ads, like carousels, to reach your audience with multiple products in a single ad.

Related: Getting The Most From Facebook Dynamic Ads

3. Run Retargeting Campaigns

Did you know that on average 72% of online shoppers abandon their carts without buying a product? And only 8% of them will come back. Shocking, right?

For these reasons, one of the most essential strategies for eCommerce on Facebook ads is to run retargeting campaigns. This strategy will help you to show your products to website visitors that view a product or added to cart but didn’t complete a purchase, and also helps you to cross-sell and upsell additional products. 

To create retargeting campaigns, yes, you guessed it, you’ll also need your Facebook Pixel. Thanks to the data it collects, you can create custom audiences with segments of people who already have a relationship or interacted with your business: website visitors, video views, consumers who engaged with your Facebook page or Instagram business profile, and much more.

To build these audiences, follow these steps:

  • Go to Audiences on Business Manager
  • Select Create Audience and then Custom Audience
  • Select the source of your audience
  • Follow the instructions based on the source

Retargeting Campaigns

To maximize the return of your retargeting campaigns, offer coupons and discounts. This way, you’ll entice your visitors to come back to your website and finish their purchases. 

Related: Getting Smart With Targeting On Facebook Ads, For Beginners

Conclusion:

These three strategies are fundamental to making the most of your eCommerce presence. Using them will increase the probability of visitors completing sales and taking more advantage of your ads, improving your ROI.

We hope you find these strategies helpful! Want a team of Facebook ads experts to take it from here? Drop us a line. We’d love to take the hard work off your hands, and help your eCommerce get on the right track! 

 

Sources:

Marketing Updates With Motion Ave

A new edition of Marketing Updates with Motion Ave is here! Platform changes, new options, and political controversy top the headlines of the biggest social platforms. Read on to find out more! 

Twitter Could Allow Scheduling Tweet On Web App

Twitter has jumped on the bandwagon of integrating scheduling features directly on their social platform. Twitter could now let you schedule tweets. Until now it had only been possible to schedule tweets on Twitter through TweetDeck and other third-party services such as Hootsuite, Buffer or SproutSocial. However, in recent days Twitter launched a test in which some users will have the ability to schedule tweets directly in the compose window in the web app.

Are you one of the lucky ones? Find out here: https://www.theverge.com/2019/11/20/20974686/twitter-test-tweet-scheduling-main-web-app-tweetdeck-buffer

Facebook Launch Options To Better Control Ad Placement

In 2017 YouTube lost millions of dollars in revenue after brands removed their ads from the platform for fear that their ads would appear alongside hate speech content. To prevent this from happening on its platform, Facebook launched new features that will allow advertisers to have more control over where their ads appear across Facebook’s ad delivery networks.

Get to know the new ad options here: https://www.socialmediatoday.com/news/facebook-adds-new-options-for-brands-to-control-ad-placements/567748/

Google Also Limits Political Advertising

Google also joins the trend and limits in some way the reach of political ads. Unlike Twitter, Google will not ban political ads, but will limit their targeting capacity, in addition to taking action against “demonstrably false claims” that can influence a voter’s voting decision or generate mistrust in the electoral process. For now, political ad targeting will be limited to age and location.

Get to know more here: https://techcrunch.com/2019/11/20/google-limits-political-ad-targeting-and-all-demonstrably-false-claims/

Pinterest To Support Small Businesses This Holiday Season

Pinterest has launched a page exclusively populated with shoppable product pins from a curated list of small US businesses, mostly run by women. With this initiative Pinterest seeks to support this type of business that in their own words offer “something you won’t find at every other box store on the block.”

Organize your holiday gift list here: https://www.bizjournals.com/bizwomen/news/latest-news/2019/11/pinterest-highlightssmall-businesses-for-holiday.html

A new week ends with Marketing Updates With Motion Ave. We look forward to having you here next week to learn more about marketing news and the world of online advertisi

Marketing Updates With Motion Ave

Welcome to another issue of Marketing Updates With Motion Ave. The features that were released this week could change the marketing game, so don’t miss out on any of these marketing news! 

Instagram Tests Hiding Likes In The US

In order for people to focus more on publishing truly quality content, Instagram decided to start testing a new idea: hiding likes from followers. Now users will start following accounts, not because of their popularity but because of their content. This new feature has already been tested in 7 countries and will finally arrive in the US.

Do you want to know if your likes will be hidden? Click on the link: https://edition.cnn.com/2019/11/11/tech/instagram-likes-going-away/index.html

Google Will Warn Users Of Slow Pages

As a way to encourage publishers to improve the speed of their websites, Google decided to use some small badges that will tell users if a page is slow or not before they decide to click on the link. With this, the company seeks to reward fast websites and provide valuable information for users of the platform.  

Know more here: https://www.searchenginejournal.com/google-chrome-speed-badges/335261/?utm_source=twitter.com&utm_medium=social&utm_campaign=twitter-auto-publish

Twitter Will Let You Switch Accounts When Tweeting

It will now be possible to switch accounts directly on twitter when replying to tweets. This functionality was already available in TweetDeck, but now finally arrive to the main app. This will give users the opportunity to perform more actions on the app and manage their multiple accounts more easily. 

Want to know more? Click here: https://www.socialmediatoday.com/news/twitters-testing-a-new-option-which-would-enable-you-to-switch-accounts-in/566976/

Google Ads Editor Has Been Updated

In addition to power support app campaigns for engagement and Discovery campaigns, new features were added to the platform such as: shared negative keyword lists, searchable errors, which allows you to search for errors in your campaigns, maximize conversion value for search campaigns and more.

Get to know all the details here: https://www.searchenginejournal.com/google-ads-editor-gets-new-features-support-for-new-campaign-types/334501/

Facebook Expands On-Platform Payments

The Facebook Pay tool now arrives in the US. Facebook’s payment tool now arrives in the United States. This new on-platform payment alternative will offer users the opportunity to purchase products more easily on Facebook, Whatsapp, Instagram and Messenger. You’ll be able to add your preferred payment method only once (not every time you make a purchase), get customer support live, view your payment history and more. 

Know more about this launch here: https://www.socialmediatoday.com/news/facebook-rolls-out-facebook-pay-to-the-us-expanding-on-platform-payments/567164/

That’s it for this week! We hope to see you soon with new Marketing Updates With Motion Ave! 

Wireframes Or Mockups? Do You Know The Difference?

If you’re not familiar with the design industry and more specifically UX (user experience) design, a “wireframe” and “mockup” could sound like the same thing to you: a representation of the structure of a website. However, these two concepts actually refer to two very different things.

Each of these terms refers to different stages of the design process, from the simplest and most general structure to the most complex and detailed design.  In the following chart, we explain the characteristics of both, so you’ll not only understand how to use these terms appropriately, but how to employ these two design tools themselves.

Wireframes and Mockups difference

Ejemplo de la diferencia entre wireframes y mockups

What do wireframes and mockups have in common? 

Both are completed before the launch of a project to have a clear idea about what the client wants and what will be designed.

How do you make a wireframe and a mockup?

There are lots of tools- both free and premium- available online to develop both. While wireframes can simply be hand-drawn to illustrate design ideas, it’s preferable to use digital tools for this purpose to give a cleaner and more professional look, especially when showing this to a client. 

In this video, we introduce four options suitable for creating both wireframes and mockups:

Conclusion:

Both wireframes and mockups are important when planning a design project. While one shows the “ingredients” of the design, the other shows the baked product. Want a hand with your next design project? Or maybe just more advice? Contact Motion Ave.! We’re passionate about digital design, and we’d love to bring your vision to life.

¿Wireframes o Mockups? ¿Cuál es la diferencia?

Para el que no está demasiado familiarizado con el diseño y más específicamente con el diseño UX (experiencia de usuario), las palabras wireframes y mockups pueden significar lo mismo: una representación de la estructura de una página web. Sin embargo, estos dos conceptos en realidad hacen alusión a dos cosas muy distintas.

Cada una de estas representaciones comunica una etapa distinta del proceso de diseño que abarca desde la estructura más sencilla y general hasta la más compleja y detallada. 

¿Aún no ves la diferencia? No te preocupes, en el siguiente cuadro te explicamos cada una de sus características para que sepas para qué sirve cada representación y cuándo es mejor usarlas.

Diferencia Wireframes y Mockups

Ejemplo de la diferencia entre wireframes y mockups

¿El punto en común entre el wireframe y el mockup? 

Ambos se realizan antes de la ejecución del proyecto para tener una idea clara de lo que quiere el cliente y lo que se va a diseñar.

¿Cómo se hacen un wireframe y un mockup?

Hoy en día existen mucha herramientas que te pueden ayudar con esta labor. Aunque los wireframes son un bosquejo y podrían estructurarse a mano, es recomendable usar ciertos programas o aplicaciones que les den un look más limpio y profesional. 

En el video que te presentamos a continuación te proponemos cuatro opciones que podrás usar para mostrar ambas representaciones. 

Conclusión:

Tanto los wireframes como los mockups son importantes a la hora de plantear un proyecto de diseño. Mientras uno muestra los “ingredientes” del diseño, el otro presenta el producto ya horneado. ¿Te gustaría tratar este tema más a fondo? ¡Comunícate con Motion! Nuestro equipo de diseño está siempre preparado para asumir cualquier reto.

 

Referencias:

https://platzi.com/blog/wireframes-prototipos-mockups-que-son/

https://medium.com/rocket-studio-ux/wireframe-mockup-y-prototipos-en-busca-de-sus-diferencias-23a03bcbdb69

Marketing Updates With Motion Ave

Welcome to another issue of Marketing Updates With Motion Ave. This week was all about Facebook- with plenty of controversy at no extra charge! While a little less busy, Twitter also made big headlines with a simple move. Read it all now!

Facebook Wants You To NOTICE THEIR NEW LOGO

Big. Powerful. Changes color. Hanging around everywhere. Capturing and devouring everything it meets.  No, it isn’t a giant cuttlefish, though your confusion is understandable. It’s FACEBOOK.

FACEBOOK has updated its logo to represent its new outlook as the company that owns most of the places the world pays attention to. The new logo, already being decried as jarring and off-brand, will be displayed in a different color on each of FACEBOOK’s new holdings: green for WhatsApp From FACEBOOK, Pink for Instagram from FACEBOOK, and blue for FACEBOOK from FACEBOOK. 

If there’s one thing we know, it’s that shouting and constantly changing your image is a great way to get people’s attention and show what a nice guy you are.

Embrace change here: https://www.theverge.com/2019/11/4/20947854/facebook-new-logo-design-change-parent-company-instagram-whatsapp

Twitter Refuses To Take Someone’s Money, Saves Democracy

Arguably some of the biggest news this week was Twitter’s announcement banning all political ads. While political messages, images, and content will continue to exist across 99.380245% of the platform, they must generate reach on their own through following and retweeting, like everything else- no more purchasing mandatory slices of users attention.

The ban applies to all ads featuring candidates in political campaigns as well as those advocating legislation on major issues, such as climate change and healthcare. How “major” an issue? What about ads that don’t directly name candidates? 

So. To be clear: Twitter allows no ads containing any political action. FACEBOOK allows any and all political ads. Everyone is outraged at both.

Democracy in action. The system works, you guys! 

Join the debate here: https://www.socialmediatoday.com/news/twitter-bans-all-political-ads-in-response-to-concerns-around-misinformatio/566259/

https://techcrunch.com/2019/11/02/twitters-political-ads-ban-is-a-distraction-from-the-real-problem-with-platforms/

FACEBOOK Won’t Judge Your Politics, But It Might Judge Your Grammar

The newest evolution of FACEBOOK’s responsive ads includes the ability to supply several versions of copy, headlines, and post descriptions for a single ad- and, just as it already does for images, FACEBOOK’s algorithm will determine which text combination will bring the best results. 

This next step for responsive ads ultimately gives FACEBOOK full control of every element of your ad (though, to be fair, you don’t HAVE to create responsive ads). This illustrates a bigger philosophical point in the FACEBOOK landscape- sure, you’re giving up your ability to make decisions about anything, but someone’s doing your most difficult work for you, and there’s memes to read.

Find out more here: https://marketingland.com/responsive-ads-come-to-facebook-with-multiple-text-optimization-270013

FACEBOOK Changes Video Ad Metrics

No more 10-Second Video Views counts (or related metrics). FACEBOOK has swapped this out for what’s intended to be a more useful measure of activity, ThruPlays: the number of times your video has been played completely or up to 15 seconds. 

Oh. And a bunch of metrics have been renamed, like “Video Watches At 25%” is now “Video Plays at 25%” to reflect that people might be clickfarming, I mean distracted.

Go to the tape here: https://www.socialmediatoday.com/news/facebook-announces-changes-to-ad-metrics-including-removal-of-10-second-vi/566382/

FACEBOOK Saves Marketers From Themselves With New Ad Limits

Starting mid next year, FACEBOOK will limit the number of ads a page can run. To prepare advertisers for this drastic change, FACEBOOK has launched the new Ad Volume API that allows you to see how many ads are running on a page, and how many are in review. 

FACEBOOK assures everyone that having too many ads can harm advertisers’ performance. The logic is that if you have a large volume of ads, fewer come out of the learning phase and a lot of budget is spent before the system updates the ad performance. 

It’s very nice of FACEBOOK to be so responsible with our money.

Want to know more? Click here: https://marketingland.com/facebook-to-limit-number-of-ads-pages-can-run-simultaneously-270449

Need a break from hearing about FACEBOOK? Take a week! We’ll be back with more Marketing Updates With Motion Ave featuring news on everyone’s favorite gigantic social media conglomerate!

Are Your Facebook Campaigns A Giant Mess?

Hi there! Trying to get leads but not getting the results you expect? Constantly boosting ads or creating copy that doesn’t convert?

No sweat! We’ve got tips to help you clean up your act on Facebook Ad campaigns.  

At Motion Ave, we’ve been helping commercial cleaning companies become successful in their advertising campaigns. We’re familiar with industry concepts like disinfection dwell time, high touch surfaces, dusting without desktop disruption, and cleaning techniques for carpets and hard floors- and we know how to make the vital but often-overlooked commercial cleaning service sparkle in the eyes of your prospective clients!

Stop scrubbing away at your Facebook campaigns! Cut right to the clean with these simple tips and get better results on your campaigns! We know they work- they’re how we’ve helped businesses like yours succeed!

1. Make sure you have the right objective for your campaigns

Every marketing campaign must have a clear objective.  With commercial cleaning companies what we usually do is drive traffic to a landing page and get people to register so we can follow up with them and set up an appointment.  This process is mapped out in what we call a funnel. 

A good funnel will allow you to bring new prospects, convert them, make sales, retain customers and automatically follow-up leads. This is an example of one of the funnels we use with our commercial cleaning customers:Fix your Facebook Ads Campaigns with funnels

2. Target the right audience

You can’t talk to two different people in the same way! Every ad has to target its own audience.  If not, your ad won’t be successful. With Facebook, you have plenty of possibilities when it comes to audience segmentation (by age, gender, income level, location, interest, language etc.). You can also create lookalike audiences similar to your leads, clients and franchise owners. 

For the commercial cleaning industry, we usually conduct preliminary research to find out who are the “buyer personas” or the people that would be interested in acquiring a franchise.  Then, we design our ads based on their needs, pain points, wishes, and dreams.  We use at least 5-6 different types of audiences in our ads.

Related: https://motionave.com/getting-smart-with-targeting-on-facebook-ads-for-beginners/

3. Put the right offer on the table

Once you have the right objective and audience, you have to figure out the right budget.  Your results are directly related to your investment – a very low investment level will yield a low number of leads. On the ad set level, Facebook gives you the option of estimating the number of leads you can get with a specific daily budget as illustrated below:

Fix your Facebook Ads Campaigns with the right budget

Source: Facebook

With our commercial cleaning clients, we usually recommend a fixed budget for ad spend around $1,000 dollars a month that we usually adjust based on the results.  With this amount, we have managed to get at least 80-100 leads per month for our clients.

4. Get the right creatives up and running

The difference between a good and a bad ad is usually the copy (matched up with some awesome video testimonials). 

Copy is not just a catchy headline.  You need to spend a lot of time designing the content of your ads and testing different options to see what resonates with your target audience.  Try including some of the following in your ads:

  • Emoticons- text alone can look dull and boring.  These little icons help break the monotony.  
  • Killer CTAs- These determine whether your viewer takes action on your ad.  Use power words such as Improve, Learn, Discover, Increase, Reduce, Ultimate, Complete, etc.- always verbs!
  • Monitor the text in your images – Facebook punishes text-heavy images.  Make sure you check the requirements on Facebook Image Text Check tool.
  • Storytelling- Videos with subtitles as 80% of Facebook users watch video content without audio.

Commercial cleaning is not usually the first thing people think about when scrolling down through Facebook. You’ll need to build social proof in your ads, usually done through video testimonials.- the more the better!

Fix your Facebook Ads Campaigns with the right creatives

Related: https://motionave.com/8-secrets-create-killer-facebook-ads/

5. Optimize budget based on ad performance

Optimizing campaigns is a combination of art and science.  Remember we set our campaign objectives? Well, we have to monitor the variables based on that objective.  With commercial cleaning companies what we usually monitor is the cost per lead, cost per link click, CPM, frequency, and link click.  Nonetheless, we study many different variables before making decisions about turning off ads or testing new creatives.

Don’t think that because an ad is not working today, it won’t work in the future. Sometimes what works in the fall might not work in the summer, and vice-versa.  Always monitor your results! Check your data, analyze, and think outside the box! Never forget your metrics.

6. Monitor constantly 

Finally, constantly monitor your campaigns.  What works today might not work tomorrow! Change your creatives from time to time and always use your own genuine style of communication with your audiences.  

Optimize your budgets until you reach the sweet spot where you are achieving great results and all variables are in place (copy, creatives, budget, placement, audiences, ad sets, etc).

Cleaning an office requires skill, knowledge, and experience- so does managing Facebook ads! If you feel like you can’t crack the code, don’t worry! We’ve represented the commercial cleaning industry for more than 2 years, and have helped our customers grow their leads base by as much as 300%! If you’re tired of doing it yourself and not getting the results, contact the professionals- just like your clients do! 

 

Resources:

https://www.socialmediaexaminer.com/7-tips-optimize-facebook-ad-campaigns/

https://newsfeed.org/6-tips-for-optimizing-long-term-campaigns/

https://www.facebook.com/business/insights

https://jan-pro.com/office-cleaning-system/