A responsive local strategy that allows for flexible tactics ensures that you deftly respond to changing buying practices and different retail partner needs. Our Covid-19 Reponse Program for Consumer Products Playbook show you how you can continue to drive online sales for retail partners that offer online buying paths, while also providing alternative means for those who cannot, ensuring you can still deliver results for your retail partners while delivering on your brand initiatives. With the right tools, these sorts of scaled activations can be executed with ease.
Recently, Good Morning Cleveland anchor Katie Ussin visited the Tiger Pistol office to see our new space and learn more about the opportunities we’re bringing to the city. Watch the video and read the accompanying article on the challenges of opening a new office during a pandemic.
Learn more about working at Tiger Pistol and see our career opportunities.
In mid-2019, Facebook rolled out the Special Ad Category, which limits advertisers running Housing, Employment and Credit campaigns. Campaign audiences must adhere to a specific set of parameters and have a Category applied or else they will be rejected. The most important takeaway from these changes is making sure your geo-target is greater than 15-miles, your audience age is 18-65+ and your detailed targeting parameters are accepted under the new policy.
Now, how does this affect Financial Services? Facebook defines a Credit opportunity as “Ads that promote or directly link to a credit opportunity, including but not limited to credit card offers, auto loans, personal or business loan services, mortgage loans, and long-term financing. This also includes brand ads for credit cards, regardless of a specific offer.”
You’re thinking “okay, this doesn’t affect me in any way.” In some cases, you’re right – you probably won’t be affected. But Facebook’s algorithm is strong, and our experience dictates that it will catch anything and everything they deem requiring a Special Ad Category.
What does this mean? If your copy or your landing page makes mention of the above topics, we can guarantee your ads or your advertiser’s ads will be rejected especially if your audience doesn’t fit within Special Ad Category parameters.
The best and fastest fix is to update your audience and apply the Credit Category to your campaign and republish. This takes less time than appealing and potentially waiting for Facebook to hold firm on their rejection.
Analissa Moreno is the Data Operations Lead for Tiger Pistol’s Client Success team. She has an MA in the History of Photography. As the data guardian, she owns all aspects of reporting as it relates to client support and manages non-engineering data projects. She also uses her creativity to elevate the business by making small, but impactful changes on a daily basis. When she’s not face-first in data projects, Analissa’s baking moderately complicated recipes, watching Harry Potter reruns and having fun with her dog, Rollei.
It’s important when choosing an objective to choose the one that aligns the best with you or your agent’s or advisor’s business goals. Naturally, advertisers want to reach potential customers who may be interested in their product or service. Facebook’s Conversions Objective takes this one step further, by targeting those customers who are not only interested but also most likely to take action on your offer.
Take for instance the example of a national insurance provider whose customers typically submit a form for a consultation and quote on their website. For the local Page running a campaign, tracking web traffic events on a Landing Page is invaluable information. This is where the Conversions Objective is a great way to optimize Facebook and Intsagram campaigns towards these form submissions on the individual landing pages. Running the Conversions Objective directs Facebook to find those customers who have shown intent for the Conversion Event you identify as relevant to your campaign. In this case, Facebook can find those customers who perhaps visited a competing insurance company’s submission form, but did not finish completing their information.
So, what does this look like at scale? Simple – utilize individualized landing pages for each of your locations but install the same Pixel on all Pages. Each location will be able to run its own individual Facebook campaign to its target sales area but can benefit from the national brand’s inbound corporate data while still enabling local campaign optimization. In this way, both local and global partners empower each other.
About the Conversions Objective
In Facebook’s arsenal, the Conversions objective is a strong option when you not only want to drive users to a destination but to encourage them to take a specific action on this page. To be able to track specific actions such as page visits or leads, a Facebook Pixel must be installed.
While “conversions” imply sales, in truth a “conversion” can mean many things, which is what makes the objective so flexible. For the insurance industry, a conversion might mean free quotes or scheduling a consultation on a landing page, whereas a brick and mortar QSR might consider a conversion someone viewing their menu online.
The key to the Conversions Objective is that it enables marketers a pathway to define what success looks like through data, and its power comes from its strategic flexibility. Ultimately, what you or a user predefined as the conversion event, Facebook’s algorithm will work to find users who will do exactly that. For Financial Services in particular, where there is a reliance on a combination of online and offline attribution, the Conversions Objective is the perfect choice to empower both ends.
Best Uses of The Facebook Pixel In Financial Services Conversions Ads
Though we can’t talk about the Conversions Objective without first discussing the Facebook Pixel, as the two are inextricably linked. The Facebook Pixel is a piece of code for your website that lets you measure, optimize and build audiences for your campaigns. Using your Pixel, you can use it to measure the effectiveness of your advertising by understanding the actions people take on your website, to drive sales, and most importantly, make sure your ads are being shown to the right people.
When it’s properly installed, the Pixel will fire when a user has taken an action on your site. This is inclusive of booking appointments, adding an item to their cart or even purchasing a product. These actions are known as “Events” and may be monitored via your Pixel’s Events Manager page. Once a user has taken an action that fired the Pixel, you’ll be able to reach this customer again through custom audience targeting.
Recommendations for Financial Services
The Conversions objective is particularly useful for the Financial Services vertical. Out of the 17 Standard Events available to install within a Pixel (either by embedding in the code or by using Facebook’s Event Setup Tool for Web), we recommend adding the following to your toolkit:
|Complete registration||A submission of information by a customer in exchange for a service provided by your business. For example, signing up for an email subscription.|
|Contact||A telephone, SMS, email, chat or other type of contact between a customer and your business.|
|Find location||When a person finds one of your locations via web, with an intention to visit. For example, searching for a product and finding it at one of your local stores.|
|Lead||A submission of information by a customer with the understanding that they may be contacted at a later date by your business. For example, submitting a form or signing up for a trial.|
|Schedule||The booking of an appointment to visit one of your locations.|
|Submit application||The submission of an application for a product, service or program you offer. For example, a credit card, educational program or job.|
By parsing out specified events – separate from the default “PageViews” event – you can find out more information about your business. This could include discovering which areas of your website are getting a little more love than others or even which buttons might be getting more clicks.
The Conversions Objective is a powerful tool for financial services firms to optimize the delivery of Facebook campaigns to the best customers for your products and services. Yet, leveraging the Conversions Objective across a network of agents or advisors has historically been challenging and time-consuming. Tiger Pistol’s Conversions Objective capabilities allows brands and agencies to deploy conversion campaigns at scale with a single click. We make leveraging the Conversions Objective at scale has never been easier for financial services firms.
To learn more about how your financial services brand can find your best customers by scaling your conversions campaigns locally, contact us today.
Related Article: Navigating Facebook’s Special Ads Category for Financial Services
Analissa Moreno is the Data Operations Lead for Tiger Pistol’s Client Success team. She has an MA in the History of Photography. As the data guardian, she owns all aspects of reporting as it relates to client support and manages non-engineering data projects. She also uses her creativity to elevate the business by making small, but impactful changes on a daily basis. When she’s not face-first in data projects, Analissa’s baking moderately complicated recipes, watching Harry Potter reruns, and having fun with her dog, Rollei.
Tiger Pistol, the only social advertising platform that delivers local activation at global scale, has opened its first operation outside of its headquarters in Austin, Texas, bringing at least 25 new jobs to Cleveland.
The company, which ranks in the Top 100 of the Inc. 5000 list of Texas’ fastest-growing private companies and in the Top 5 among advertising and marketing companies, resides in a space on West Sixth Street in the Warehouse District of Downtown Cleveland for its Cleveland office. The expansion will further accelerate Tiger Pistol’s innovation roadmap for tools that help global brands, agencies, and resellers capitalize on the benefits of Facebook and Instagram advertising.
Tiger Pistol cites the Cleveland-area’s pool of technology and marketing expertise and affordability as some of the key driving factors for expansion into the market.
Tiger Pistol CEO, Paul Elliott is no stranger to building successful marketing companies in Cleveland. “Having had the opportunity to build my own digital marketing agency here, as well as serve in a leadership capacity for other outstanding Cleveland-based marketing and technology organizations, I am well aware of the amazing assets we have access to here in Cleveland,” said Elliott. “Cleveland’s world-class marketing and technology talent and their amazing work ethic is a competitive advantage when building and scaling a business. Our Cleveland expansion will help further strengthen our social advertising offering, which is already the dominant solution for multi-location marketers.”
The company considered other locations throughout the Midwest, but a team comprising the city of Cleveland, Project Management Consultants, JobsOhio and Team NEO collaborated to ensure Tiger Pistol would choose Cleveland for its expansion. The project is still subject to approval of state and local incentives.
“The City of Cleveland welcomes Tiger Pistol’s decision to invest and grow in Cleveland,” said Mayor Frank G. Jackson. “This investment reflects the continued growth of Cleveland’s technology sector and we look forward to working with them on their expansion.”
Citing a quality workforce and Ohio’s business climate as benefits to operating in Northeast Ohio, Bill Koehler, CEO of Team NEO, added, “Northeast Ohio is home to great companies looking to deepen their digital marketing and technology capabilities in order to grow. Tiger Pistol’s decision to invest here is a strong statement about the depth and breadth of the digital technology capabilities in this market. We expect their success to offer further encouragement to other digital technology companies exploring a significant investment in Northeast Ohio.”
About Tiger Pistol
Tiger Pistol is the world’s #1 social advertising automation platform for local. For nearly a decade, the company has been obsessively focused on building the world’s most effective social advertising platform for global brands, resellers, and agencies who realize the power of local activation at scale. As a preferred Facebook Marketing Partner and the largest third-party publisher of social advertising for local, Tiger Pistol creates, deploys, manages, and optimizes high-performance Facebook and Instagram ads at unprecedented scale, with over 800k Facebook and Instagram campaigns published to date. Tiger Pistol’s first of its kind technology delivers meaningful and measurable business impact for brands, resellers, and agencies alike, helping to unlock value and efficiency through innovation-led social advertising automation. Tiger Pistol has been recognized by Digiday as the Best Social Media Marketing Platform, by Street Fight for Best Social Media Campaign and by Localogy as Best Localized Marketing Campaign, and by AdExchanger for Best Social Media Campaign. Tiger Pistol Ranks in the Top 100 on the Inc. 5000 List of Texas’s Fastest Growing Private Companies and in the top 5 among advertising and marketing companies.
About Team NEO
Team NEO is a private, nonprofit economic development organization accelerating business growth and job creation throughout the 18 counties of Northeast Ohio. As the designated JobsOhio Network Partner, we align and amplify local economic development efforts in Northeast Ohio’s 18-county region; we conduct research and data analysis to inform local conversations and influence solutions; we market Northeast Ohio as a region; and we work to increase access to jobs, education and training for the region’s 4.3 million people. For more information, visit teamneo.org.
JobsOhio is a private nonprofit economic development corporation designed to drive job creation and new capital investment in Ohio through business attraction, retention and expansion. The organization also works to seed talent production in its targeted industries and to attract talent to Ohio through Find Your Ohio. JobsOhio works with six regional partners across Ohio: Dayton Development Coalition, Ohio Southeast, One Columbus, REDI Cincinnati, Regional Growth Partnership and Team NEO. Learn more at www.jobsohio.com. Follow us on LinkedIn, Twitter and Facebook.
In order to comply with all rules and regulations surrounding anti-discriminatory practices, Facebook began enforcing new rules for the way Housing, Credit, and Employment advertisements were managed. Housing, Credit, and Employment ads must be certified as such. The certification process is done at the campaign level and involves checking the following box and republishing:
When you republish, you’ll also need to ensure your ad complies with the audience parameters for Special Ads. This guide outlines what kind of verticals are commonly impacted by this policy and how you can ensure that your ad complies.
Housing Opportunity (or related service): Ads that are running housing-related content. This can include listings for the sale or rental of a home or apartment, homeowner’s insurance, housing repairs, and more.
Employment Opportunity: Ads that promote or directly link to an employment opportunity, including but not limited to part- or full-time jobs, internships, or professional certification programs. Even if you’re just running a one-off employment opportunity, you’ll still need to make sure it is certified.
Credit Opportunity: Ads that promote or directly link to a credit opportunity, including but not limited to credit card offers, auto loans, personal or business loan services, mortgage loans, and long-term financing. This also includes brand ads for credit cards, regardless of a specific offer. This is an especially important category for auto dealerships, as ads are often associated as part of a credit opportunity.
This infographic breaks down how Special Ad Categories affect different aspects of Facebook targeting including location, language, age/gender, Saved Audiences, Detail targeting and custom audiences.
Just because you don’t think your business applies here, make sure to be on the lookout for incorrect Special Ad category flags. For example, Facebook might associate the word “work” in your ad’s body copy as being an ad related to employment. If this happens, you can go to the ad level and request an appeal.
It’s also important to know that certification for Special Ads is always done to the individual ad. This means this is a step you’ll need to take for any current and future Special Ads.
Having less choices about your audience doesn’t have to be a limitation. It just means you could focus on finding the media or CTA that is resonating the most with your audience. Perhaps leveraging the possibilities of Facebook Stories will help you engage consumers? The exciting part about social advertising is that there are endless possibilities to help your ads stand out from the rest.
Miss the first two articles in our Best Practice for Facebook Audiences series? Find them and other social advertising best practices on our Resources Page.
Laura Kraay is a marketing services specialist for Tiger Pistol. She got her MFA in creative writing. Outside of work, you’ll likely find her doodling, reading, or spending time with family.
If you’re worried your social media ads are getting stagnant, an A/B test can provide a needed refresh. Running two ads that have only one varying element can offer valuable insights about what is working (and what’s not!) as well as inform strategy for future social campaigns.
A/B testing can be particularly helpful when determining audience. For example, if your goal is to grow your audience base, you could try targeting a lookalike of website traffic against a broad/detail targeting audience. The broad audience will help you continue to establish your customer base and the lookalike will help ensure some of your ads are also directed at users similar to your best customers.
Perhaps you’re still waiting for your Pixel data to gather? Try testing media and move to the audience later. In a world of endless customization, A/B testing offers a low-pressure scenario to freshen up your campaigns and learn more in the process.
Online retailer Sole Society wanted to compare how the square image format performed compared to a traditional landscape format. The ad featured the same pair of black boots. They learned that the square image outperformed the rectangular one and delivered a 27% increase and sales and 32% increase purchased products. For future campaigns, they could now feel more confident in selecting square images.
When trying to decide what to test, focus your goal on what you ultimately want to learn. Perhaps you want to sell more products, get more in-store visits, or simply want to more fully understand a particular aspect of your business. Stepping back like this can help you examine which of Facebook’s tools may work best for your needs.
Read the next post in my Best Practices for Facebook Audiences series, where I share how to create audiences that comply with Facebook Special Ads Categories. Miss the first article in this series? Check it out here.
Laura Kraay is a marketing services specialist for Tiger Pistol. She got her MFA in creative writing. Outside of work, you’ll likely find her doodling, reading, or spending time with family.
You’ve heard it a million times since the dawn of social advertising, “search for is for intent, social is for discovery!” And for a time, all us marketers constantly reckoned with this fact. The ad tech industry quickly codified itself into specialized tools on either ends of the spectrum, with a few hybrids in between. Though the fact of the matter remains, no one goes to Facebook and just searches for something. They access their feed and view their friends’ content. It’s a more reactive experience by nature. Whereas when users hit the Google front page, the intent is always specific – I am going to search for something, or I am going to click into a specific Google tool, like my email, or calendar. These differing experiences made it easy to think of social and search advertising as separable.
That separability is about to turn on its head, as Google launched Discovery Ads globally just last month. The premise is a familiar one, “Discovery campaigns take their cue from Facebook’s success at exactly this type of visually impactful, native ad format targeted based on audience data rather than search intent”. However, Google is proceeding down this path with caution, only launching one ad slot to start. But Google’s intent is clear here, they are aiming their sights directly at the “discovery media” Facebook has been so effective at collecting. Google’s own documentation on the format positions it just as Facebook would a Reach campaign: “Reach more of Google with a single ad campaign. With the ability to reach up to 2.9 billion people monthly… you can now reach more potential customers as they browse… on popular Google properties.” The idea being that Google will optimize Discovery ads using their customer intent data, just deployed in a slightly different way, to find users likely to be interested in similar products and serve them ads in the Discovery slot.
Google also notes that the properties these ads will feature on: YouTube’s Home and Watch Next feeds, the Gmail Promotions and Social tabs, and Discover, which for them, is the right way to think about discovery tactics, placing those units on properties where users tend to spend the most time, or in other words, places where people are naturally inclined to search for and consume content as opposed to engaging with specific search intent. So on one hand, the logic is sound. Google does indeed have a ton of user data, and enough for certain, to be able to use machine learning to identify the “interested users” necessary for deployment of discovery ad tactics.
Does this supplant Facebook? That’s probably not the right way of thinking about it. We have seen new ad networks and properties come and go, and evolve, but rarely are these ever more than evolutions of traditional tactics. Rather than complete re-inventions of digital ad products and strategy. Although, it does mean Google could very well be a bigger part of conversations on Discovery, and the search-social digital framework is going to get muddier in terms of now being able to deploy discovery and intent tactics across both networks. Really though, it’s just one more place to cross-target ads, whether that be off search data and tracking alone, or through combined retargeting efforts across social and search.
When considering SMB advertising, introducing another, separate, Discovery placement into the mix feels premature, especially on the brick-and-mortar side. Consider what a typical scaled social and search strategy looks like. One example is an integrated marketing software for SMBs. This client helps manage web presence and SEO, in addition to paid digital advertising, but they need a way to generate leads reliably through search and discovery efforts. Being that most of their customer base is brick and mortar service providers, shopper-driven, product-based discovery was difficult. They decided to double down on Facebook for lead generation, leveraging the Facebook Pixel to middleman between their inbound activity based on search intent and effective re-marketing on social.
Tiger Pistol worked to develop a full cycle approach to lead generation and lead nurturing:
- The customer’s contact list is sent to Tiger Pistol via API for automatic creation of a Custom Audience, which is then used to create a Lookalike Audience on Facebook for targeting purposes.
- Tiger Pistol automatically creates and publishes a Lead Ad, enabling Facebook users who look like their existing customer base to submit their contact information natively.
- Leads are then automatically sent to the customer’s company contact list, where a lead nurturing track is triggered to drive conversion.
The integration provides the client’s customers a seamless, automated process to drive and nurture leads, allowing the client to spend more time managing its business. As their end-users find their customers on search, those customers are captured and used to find lookalikes. What’s more, each discovery-based lead also feeds the data loop. While one could imagine inserting some Google Discovery into this mix, it’s hard to pin down at this moment whether or not it’d be worth the effort, or if it’s best to wait for more data on the new Google placements. Google also lacks the journey driven lead collection that’s native within Facebook. As such, it’s also hard to imagine scaling a Google Discovery solution for SMBs given that it would require an offsite landing page to support lead collection- whereas Facebook does not, because Facebook enables direct lead collection across all its primary properties.
Facebook and its family of apps remain the destination for discovery-grounded marketing, not only because the idea of the Google network still feels foreign, but also because Facebook has a decade’s head start on developing specific ad tools within the discovery framework. Facebook offers over a dozen marketing objectives and has numerous properties suited to discovery such as Instagram, WhatsApp, or Messenger. It will take Google considerable time to catch up if they continue to go deeper into discovery-based ad optimizations. Place your bets now, I imagine they’ll find a way to make it work eventually. For now, Facebook should remain the focus for discovery, especially if considering a tight budget. Introducing a “third split” so to speak, of sending spend across search, social discovery, and search discovery could possibly mean not doing any of the aforementioned tactics well. Maybe in time, with more data, and evolution from Google, the calculus will change. But it is likely still the case that the most optimal means to focus dollars within the discovery/intent distinction would be to continue to emphasize Google for search-intent tactics with a separate focused discovery effort across Facebook
Chris Mayer, a Solutions Engineer at Tiger Pistol, specializes in helping digital agencies, SMB resellers, and global brands build scaled Facebook advertising solutions with an emphasis on local activation.