An Advertisers’ Guide to Facebook Stories (and How to Leverage Them at Scale!)

The way we share information constantly evolves, and, as advertisers, we’re always looking for fun, fast ways to tell our story and promote our business. Facebook’s standard placements are proven drivers of user engagement and great business results, but the social platform’s latest offering, Facebook Stories, offers prime real estate for your advertisement.

Facebook Stories bring your ads to life, and it’s easy to see why they secure more than 300 million users’ attention every day. Shown front and center on a user’s news feed, Stories are likely the first thing users see upon login. One tap accesses a user’s Stories Feed, and subsequent taps scroll through their friends’ stories. Stories ads are sprinkled throughout this feed, generating views and allowing in-feed engagement as they move from one Story to the next. The mechanism of accessing Stories creates a captive atmosphere for the ads to appear within, increasing a business’ potential reach to a larger and more diverse audience.

As Advertisers, why should we care?

With their full-screen creative format, Stories engage mobile audiences on a different level than in-feed ads. Mobile advertising is essential to driving brand recognition and determining campaign effectiveness, and advertising in stories has proven to drive valuable business outcomes. According to research by Ipsos, a global market research and consulting firm:

  • 62% of people said they became more interested in a brand or product after seeing it in a Story.
  • 68% of people polled said they use Stories on at least three apps regularly.
  • 63% said they plan to use Stories more in the future.

What are the Elements of a Successful Stories Advertisement?

  • Begin With Your Brand – Introduce yourself at the beginning of the creative and remind users who you are.
  • Keep Attention with Speed – It’s important to remember things move fast in stories, so make sure to deliver your message and showcase your brand quickly, we recommend within the first 5 seconds.
  • Creative is Important – Creative is a key factor in driving campaign effectiveness and must align with your business goals and objectives. Define your strategy and align your creative elements to support.
  • Enhance Your Story with Sound – Music can help enhance your message for your brand.
  • Design with Your Objective in Mind – Tailor the creative of your ad to the objective and ask yourself, what are you looking to achieve?
  • Test and Learn – Experimenting with creativity on stories will help identify what strategies work for your audiences, creative, and business objectives.
Leveraging Facebook Stories at Scale 

When it comes to localizing ads at scale, the Stories ad placement should not be ignored. Whether using localized dynamic video ads or static creative, advertisers can still reap the benefits of Facebook Stories’ unique real estate, mobile optimization, and captive elements within the Facebook Newsfeed. What’s more, localized story ads published from local Pages give you the opportunity to direct consumers exactly where to buy your company’s products or access your services at a location most relevant to them.

Localized stories ads give users a method to directly respond to an ad, whether getting a quote from a local agent or receiving turn-by-turn driving directions to a restaurant near them. 

Ready to see how you can advertise with Facebook Stories at scale?  Contact us today!

 

Amy Abell is a Client Manager at Tiger Pistol, where she specializes in supporting our Value-Added Resellers portfolio. When she’s not in the office, she enjoys walks on Austin’s Town Lake with her dog Finley, traveling to new places, and trying every new restaurant in town.

 

 

 

Garnering Love, Not Likes: What To Do When Advertising Only On Instagram

One of the greatest and most noteworthy benefits of today’s digital advertising landscape is the variety that comes with testing and choosing which social media platforms resonate with your brand the most. While it’s always recommended to try a wide variety of platforms when first advertising on social media in order to understand which suit your brand’s unique goals and objectives, sometimes budget and time constraints can get in the way. If after evaluating your choices and deciding that Instagram is the clear winner for social advertising, be sure to keep the many pros and cons of the mobile-friendly platform in mind.

Demographics and Why They Matter

Demographically speaking, 72% of users who use Instagram are 15 to 35 years old. Keeping this in mind, it’s good to note that this younger fan-base is ideal for businesses in retail, subscription services, and music, but may not be relevant to industries seeking an older audience like businesses pertaining to auto, financial services and healthcare. 

Before you hit the “Publish” button, it’s crucial you know to whom you’re advertising. Focus on data-driven insights and pinpoint exactly who your audience is within Facebook Ads Manager using the Facebook Audience Insights tool. You may be surprised by what you find – perhaps your male-driven brand tends to skew towards a larger female audience on Instagram! Even better, it may guide your campaign strategies on social media moving forward.

Think Globally

While Instagram was founded in the US, 89% of users are found outside the United States. Global leaders of the pack include Brazil, India, Indonesia, and Russia. Businesses with a world-wide presence must keep this in mind when creating content that truly resonates with targeted users from a variety of countries.

Tips and Tricks: Things To Know About Your Ads

Think quality over quantity. When initially launching your ads on Instagram, keep it simple. A/B testing is a surefire way to better understand what users will positively react to, and what works and doesn’t work for your ad. Unsure of what to test first? We recommend experimenting with different target audiences, copy, or different variations of media.

Content may be king, but engaging visuals are the moneymakers. Users flock to Instagram for inspiration and discovery, and they expect the same when they see an ad. Just because you’re paying for placement does not mean that your quality of content can falter. Stop the scrollers in their tracks with high-quality photography or video, killer copy, and a purposeful  Call-To-Action.

Be Smart With Metrics

Sure, likes are always great to receive on Instagram, but they’re certainly not the end-all-be-all for campaign success. When running ads on the platform, keep a close eye on the metrics that truly matter, and be sure to always measure your performance in meaningful ways. If you’re running an ad with a focus on garnering leads, choose to direct your energy towards achieving a low Cost Per Lead. Likewise, if you’re running a campaign focused on brand awareness, be sure to track the number of impressions your campaign has received over time as well as monitor brand recall lift. It’s all about tracking your numbers and applying your learnings to your next campaign.

Don’t Forget About Stories

There are 400 million users watching Instagram Stories each day, with a third of the most-viewed Stories coming from businesses. If you aren’t leveraging Instagram Stories Ads, you’re missing out on an opportunity to garner additional engagement and risk falling behind your competitors.

With social ad spend projected to continue its growth year-over-year, Instagram is by far one of the easiest ways to elevate your brand’s creativity and drive your business objectives.

Let’s talk about running your next scaled social campaign on Instagram. Get in touch with us today!

Alex Serrano joined Tiger Pistol with extensive experience in social media content creation, advertising and reporting. As a Marketing Services Specialist for Tiger Pistol, she works closely with the global brand team, overseeing social strategy and reporting for a variety of clients. Outside of work, you can find Alex hiking with her dog, buying tickets to see a local show or bouldering at the local rock gym. 

How to Localize Social Ad Creative for Your Restaurant Brand

Recently, I published an article discussing the impact of running local social ads from local restaurant franchise pages. In it, I focused heavily on direct response calls-to-action, which may have left you asking, what about localized creative? That’s a fair point. It’s not enough to deliver the ad locally; the ad needs to feel local as well. Let’s look at how this can be accomplished through scaled social advertising – with dynamic campaign creative to fit your franchisee’s local flavor. 

Creative that’s On-Brand, Every Time

Risks like brand dilution make it challenging to relinquish control of creative at the local level. Tiger Pistol’s solution gives brands control of social advertising creative and messaging through templatized campaigns, alleviating brand-level worries about foibles at the local level. Tiger Pistol creates templates for your campaigns in single image, video, and carousel formats, ensuring all your creative is on-brand. Locations and franchise partners win with the flexibility to choose the right creative, offers, and messaging for their market.Brands win by gaining control through our predefined framework and the ability to publish ads to franchise and location pages at scale. What’s more, all campaigns run in A/B tests, auto-optimizing to the winner, and reporting is available at the brand and local levels. 

Best-practice Localized Social Ad Creative for Restaurants

You eat with your eyes first, so your creative should draw diners in with high quality images of your restaurant, food, or drinks. To entice diners and drive the desire to visit your establishment, consider the following best-practices for restaurant creative assets. 

  • Optimize your images for mobile.  Most social scrollers orient their devices vertically, so be sure you’re cropping correctly. 
  • Match the creative to your brand. If your restaurant is airy and bright, don’t use photos that are dark and hard to see. 
  • Don’t just highlight your food. Enhance your local messaging with news of events, awards, and unique aspects of your restaurants, such as locally sourced/sustainable. 

Users want to feel engaged with your brand, and Tiger Pistol’s social advertising platform offers effective, localized social advertising to drive business and build loyalty, increasing the frequency of customer visits by serving social ads at the right time and right place to build your brand, share offers, and launch new locations. 

Request a demo today to see how Tiger Pistol makes it simple to distribute brand campaigns that can be locally edited and funded by your franchisees or locations. 

Jarrod Hitt is a Marketing Services Manager for Tiger Pistol. He specializes in helping national brands build scaled Facebook advertising solutions with an emphasis on local activation. Jarrod holds a marketing degree from the University of Wisconsin – Milwaukee. Outside the office, he enjoys spending time outdoors with his wife and dog, fly-fishing, skiing, mountain biking, and practicing his photography. 

Recipe for Restaurant Success - scaled social advertising

The Recipe for Restaurant Brand Success: Scaled Local Ads from Local Pages

“Where do you want to eat?”

“I don’t know, where do you want to eat?”

A common exchange to the point that 75% of people haven’t decided where to dine when they start their search. As a restaurant brand, you want your locations and franchises to be top of mind when tummies grumble.

Brand awareness ads just don’t cut the mustard when hunger hits. Local ads from local Facebook Pages, regardless of placement in the Facebook Feed, Instagram, or in Stories, resonate with local patrons. Which makes sense, as studies show diners typically visit restaurants within 2.6 miles of their home. With local ads published from local Pages, you can offer clear calls-to-action like “Get Directions,” which pull up turn-by-turn directions to your establishment, making it easy for diners to visit your restaurant over competitors.

Pro Tip: Don’t boost your posts. Instead, use direct response ads optimized for a desired conversion. Sure, having a million “Likes” on Facebook can be a good thing, but if those users are not visiting your location or ordering take out, what’s the point? Boosting posts optimizes for Likes, Shares, and Comments. Whereas direct response ads with the right call-to-action encourage users to take a desired action of your choosing, whether you’re looking to drive foot traffic to your store, prompt app installs, or direct users to online ordering, calls-to-actions can be the difference maker.

Multi-location brands that have business Pages for their individual franchises can use those Pages to further drive engagement via direct response social ads by promoting specials, events, and sign-ups for coupons offered by that specific franchise. Optimizing your copy with localized language not only resonates more with diners but running those ads off of local Pages results in a lower cost of advertising. By targeting your local Page ad campaign a few miles around the franchise’s address, you can not only beat your competitors, but also ensure you’re driving your potential diners to their nearest establishment.

Pro Tip: Don’t limit your targeting to users that “Live In” your certain area. Open the ad up to everyone in your targeted area because tourists and out-of-towners eat too!

This global-to-local approach brings enterprise strength tools into the local market. The local restaurant chain’s general manager can now easily partner with the brand to drive increased foot traffic for their establishments. It’s a true win-win for the brand, its franchises, and locations. Oh, and did I mention a lower cost of advertising and greater reach? Check out this use case. 

Challenge

A quick-service restaurant chain was continuously looking for insights and performance advice to improve social advertising campaigns. The client was running multiple brand-level campaigns off of the corporate Facebook Business Page, targeting by DMA across multiple locations.

The Solution and Benefits 

Together with the client, Tiger Pistol ran an A/B test to understand if more localized targeting and content would drive better campaign performance.

  • Local campaigns run off of location-specific Facebook Pages, leveraging insights from those individual Pages
  • Targeting was more relevant for localized campaigns; remote regions of DMA were excluded
  • Tailored campaign copy to mention the street, city or neighborhood of the specific location to increase relevance
  • Results from A/B test found that location campaigns were more cost-effective and resulted in better performance than the DMA campaigns the client had been running

Impact

  • 35% More impressions for location campaigns versus DMA campaigns
  • 30% Lower CPMs then running the same campaigns through the national brand Page.
Learn more about how you can empower your local partners with brand-approved local social advertising. Contact Tiger Pistol today!

Jarrod Hitt is a Marketing Services Manager for Tiger Pistol. He specializes in helping national brands build scaled Facebook advertising solutions with an emphasis on local activation. Jarrod holds a marketing degree from the University of Wisconsin – Milwaukee. Outside the office, he enjoys spending time outdoors with his wife and dog, fly-fishing, skiing, mountain biking, and practicing his photography.

Playbook: Social Advertising at Scale for Retail and Consumer Products

Unlocking Local Activation at Scale is the social advertising playbook you’ve been waiting for. You’ll see just how simple and efficient Tiger Pistol’s social advertising platform makes it for Retail and Consumer Products Brands to empower their local store or channel partners with brand-approved, best practice, Facebook and Instagram campaigns — all customized for their local audiences.

What's Up with WhatsApp Ads

What’s Up With WhatApp Ads?

WhatsApp ads are coming! Well actually, they’re already here, but they are expected to be coming again in 2020, only this time, in-app. It was only just over a year ago, in October of 2018, that Facebook enabled “click to WhatsApp” ads, which allowed marketers to deploy ads that allowed users to click direct into a WhatsApp conversation with a business. These features further evolved into the concept of “WhatsApp Business” – a separate app specifically for business owners using WhatsApp, that launched in April 2019.

Facebook’s development of their WhatsApp advertising offerings has been a slow burn since they acquired the Platform in 2014. Generally speaking, up until recently, WhatsApp was treated more independently of Facebook’s other major acquired property, Instagram. Instagram fully opened to advertisers in 2015, just 3 years after being acquired.

WhatsApp Business includes the ability to set up Business Profiles on WhatsApp as well as more distinct tools for business communication, such as auto-responses, and away messages. These WhatsApp changes are foundational, and a necessary step to fully unlock the advertising potential of the WhatsApp platform, with the expected launch of new ad formats that originate in WhatsApp, rather than taking users to it. It’s clear that Facebook likely has bigger plans for WhatsApp in mind.

Investing in WhatsApp’s advertising functionality is a no-brainer for Facebook, by the numbers, WhatsApp represents one of their largest, most engaged properties:

  • 1 billion WhatsApp accounts are active every day.
  • 1.5 billion WhatsApp accounts are active every month
  • 2 billion minutes of calls every day.
  • 450 million WhatsApp accounts are active on WhatsApp Status every day.

With such a massive user base using the Platform regularly, WhatsApp promises to be the next evolution of Facebook’s social advertising tools. However, though it should be mentioned, there is just one major caveat to the rise of WhatsApp, Facebook’s home market, the United States, doesn’t really use it. Facebook’s answer to this, has been to position Messenger as the go-to messaging option for advertisers in the US. In either case, WhatsApp’s emergence is a sign of the times. Messaging is to become a bigger part of the consumer experience and advertisers will be required to evolve to meet this new challenge, and we have every reason to believe that WhatsApp will be the first battleground.

What opportunity does WhatsApp represent? Better consumer data and experiences namely, in addition to considerable ROI potential for businesses large and small. A few examples from Facebook on early adopters:

PlayKids,  an education Platform for kids, saw a 90% decrease in lapsed subscribers when they started using WhatsApp Business to communicate directly with their customers over phone and email.

Sale Stock, an Indonesian fashion business, took a similar approach and began using WhatsApp Business as their primary communication channel. It quickly became their number one source of inbound chat traffic, with 90% of the messages delivered by Sale Stock read by their customers.

What makes WhatsApp and messaging-based social activations so exciting is their ability to generate both positive customer outcomes in addition to ROI for the business. This is especially true at scale. One additional case study comes from the Dubai-based logistics company Aramex. To date they’ve served over one million customers through WhatsApp Business, and saw a 19% decrease in inbound call volume to their support center since making the transition. What’s more, 41% of all shipment inquiries are now handled through WhatsApp.

One thing these case studies all have in common is they all involve integrating WhatsApp into customer service channels – the advertising elements only surfacing in the very bottom funnel, where messaging is deployed to drive retention and re-purchase. In part, this is not unexpected given that it’s much easier for businesses to communicate with existing customers rather than potential ones through direct messaging. To think that messaging could lead a customer acquisition strategy is a notion fraught with caveat and complication. While it may not ever be the leading strategy for some industries, it can be a compelling strategic element even in cases where proactive conversation is not already embedded in the sales process.

Imagine running an awareness or traffic campaign in WhatsApp, and retargeting people who viewed the ads, watched X% of the video, or viewed a product page with a direct message. Alternatively, immediate follow-ups off the back of WhatsApp ad clicks present another interesting frame, to instigate driving conversions via direct or bot-driven consumer communication. The possibilities are endless, but it can’t happen until Facebook’s tools catch up.

In the last year, Facebook has made the foundational steps for both WhatsApp and Messenger to play a larger role in advertising. The next step is a fuller integration with existing advertising tools by launching WhatsApp Ad formats with direct placement on WhatsApp and lowering the barrier of entry for advertisers.

I suspect 2020 may finally be that year where messaging as a distinct tactic, rather than an afterthought, within the Facebook marketing funnel will be fully realized. And soon our notion of a “social media campaign” might just change a bit to not only include targeting consumers on social media, but talking to them as well. Who knows, you may even find yourself reporting on “Conversations Started” in between discussing impressions and CPCs.

Ready to simplify social advertising, and enable local activation at global scale? Contact Tiger Pistol today.

After earning his Masters in Mass Communications in 2015, Chris Mayer worked at Facebook prior to joining Tiger Pistol as a Project Manager. He specializes in helping digital agencies and national brands build scaled Facebook advertising solutions with an emphasis on local activation. Outside the office, he enjoys, basketball, Formula One, and sharing opinions on film and television.

Infographic: Facebook Advertising Best Practices to Drive Leads

Your business needs leads, and one of the best ways to fill your pipeline is through Facebook advertising. Get caught up on Facebook Advertising Best Practices for Lead Generation with this handy infographic.

Ready to scale your social advertising and drive leads to your locations? Contact Tiger Pistol today.

Checklist Avoiding the Common Pitfalls That Can Cause Your Facebook Ad to Underperform

Checklist: Avoiding the Common Pitfalls That Can Cause Your Facebook Ad to Underperform

Running Facebook ads can be tricky business, and it really doesn’t take much for your ad to get bitten by the underperformance bug. Here’s a checklist of common problems, coupled with ways to adjust your ads to ensure they are running correctly. 

PROBLEM: Ad is not approved Sometimes the issue isn’t the ad, but rather its delivery. Luckily this can be an easy fix, so here are some tips to make sure delivery and performance are not related. 

  • Make sure it complies with Facebook policyFacebook policy is something a lot of advertisers struggle with, and if you are a busy advertiser with a lot of notifications; you may not notice your ad has been disabled due to a policy violation. Facebook also has the ability to retroactively reject ads, so we highly recommend checking the ad’s status and making the proper updates. Also, be aware of which policy violation may be affecting your ad and see if it is a valid disapproval. Facebook isn’t perfect and may wrongfully flag the ad. 

Check out these past blogs on Facebook policy changes to ensure you’re in compliance: 

Revamping Your Strategy and Audiences for the Latest “Safe & Civil” Facebook Advertising Update

Decision 2020: Changes to Facebook’s Social & Political Ads Process

Keep Your Agents Compliant: Facebook’s New Rules for Real Estate Ads

  • The 20% text rule Originally, Facebook often disapproved ads with images that contained more than 20% text (logos included) because it interferes with the user experience. Now Facebook will approve a lot of these ads but limit their reach. Save the text for your headline, body, and link description. That is what they are there for! Use eye-catching and custom creative to attract viewers. Facebook offers a useful image text tool to verify your ad follows this rule. 

PROBLEM: Targeting – Targeting largely impacts how your ads are performing, and we want to make sure you find the sweet spot to help your ads succeed. If your ad is underperforming, consider tweaking the audience. Audiences that are too hyper-focused or extremely broad tend to impede results. At Tiger Pistol, we recommend an audience of at least 50,000 to run a successful ad. Here’s some specifics to consider: 

  • Audience Too Broad –  Don’t use your budget on impressions that don’t matter. We have found local advertising to be extremely successful when concentrating on those who will take action and support your business. Think about who and where your customers are. If you are a local coffee shop, most people won’t drive more than 10 miles for their latte. Target strategically and think critically about your customers.
  • Audience Too Narrow – Narrowing your focus may cause you to miss some opportunities. Consider these tips to expand your audience to reach new customers and increase sales or engagement. If they are your ideal audience, chances are your competitors’ will try to target them as well. Also make sure to remove unnecessary targeting parameters and restrictions, like demographic and detailed targeting options that both reduce your audience size to under 50,000 and aren’t helping your ad. You may be certain no one over 35 will buy your product, but is there data to prove that? Often narrow audiences are the result of assumptions. Opening up your targeting and letting Facebook’s optimization worry about serving ads can likely result in higher quality ads. If you need assistance with your audience, the Facebook Pixel is a simple and direct way for you to build audiences with first-party data – i.e. your own web traffic. Learn more about how you can harness the Power of the Facebook Pixel!

PROBLEM: Creative – Both your words and your pictures impact your ad rank, so beat out your competitors by showing and telling your audience what makes your business unique. 

  • Does it Fit Your Objective and Audience? Make sure you are targeting your audience with engaging and eye catching images! 96% of users are looking at content on their phones, so you want to optimize for mobile. We have also found that with text, less is more. Great ads present their information in a succinct way with a clear call to action.

  • Check Your Image Resolution A blurry or distorted image will not capture the response you are looking for. Make sure to use high quality images that are related to your business. Using tools like carousels or video creative can help give viewers fresh and exciting content! Find some businesses that inspire you and find out what draws you in about their creative. 

Facebook ads are a complicated mix of traditional advertising creative and digital best practices. All of these different elements must come together to build a unified ad unit. Audiences need to be relevant and made up of interested consumers, just as the creative needs to be compliant and resonate with said consumers. So pay attention to the construction of your audience, the quality of your content you serve them, and most importantly –  when in doubt test it out – especially if you’ve eliminated any technical issues or simple fixes, such as removing text from your image. Here at Tiger Pistol, our platform is designed for continuous A/B testing, automatically pushing winning ads forward and surfacing insights on particular elements such as image, copy, audience, and even down to the CTA button. Harnessing the power of social requires both a trained eye to both develop and manage the right content, but also requires the ability to adapt based on consumer behavior and campaign data. You too can conquer all elements of your social media campaign; it just takes the right mix of proactive action and smart data insights.

Learn how Tiger Pistol can optimize the performance of your local ads at scale. Request a demo today!

Yanira Durant is a marketing specialist for Tiger Pistol. An Austin local with a passion for social advertising, Yanira strives to break through the noise in fun and creative ways. In her free time, she enjoys exploring the city, trying great queso, and managing her pug’s Instagram account.

Tiger Pistol’s Top Social Advertising Blogs of 2019

Our social advertising experts have had a lot to say this year, providing insights and sound advice on the Tiger Pistol Blog. In case you missed some of the action, we’ve rounded up the best of the best blogs of 2019.

  • How Can my Brand Best Use our Locations to Drive Foot Traffic or Leads Through Social Advertising?
    Tiger Pistol’s Chris Mayer shows us examples of how to scale a national campaign locally by publishing your product messaging via your individual locations’ pages. Read More.
  • Revamping Your Strategy and Audiences for the Latest “Safe & Civil” Facebook Advertising Update
    Unsure about Facebook’s new Special Ad Categories? Tiger Pistol’s Analissa Moreno describes the changes and how they may affect your campaigns. Read More.
  • Tiger Pistol at Yext: Search and Social, the Yin and Yang of Online Advertising
    Get highlights from our YEXT ONWARD19 talk on the relationship between local social advertising and search — and how brands doing both are in for some big gains. Tiger Pistol’s Laura Sebo has the recap.
  • What Facebook’s new campaign budget optimization rules mean for your company
    Will Facebook’s new Campaign Budget Optimization requirements live up to the hype? [We think so!] Read More from Tiger Pistol’s Chris Mayer.
  • How High-Volume Advertisers Benefit from Facebook’s New Parent/Child Business Manager Structure
    Unlock scale and speed to revenue with Facebook’s new Parent/Child Business Manager. Let Tiger Pistol’s Casey Zaffin show you how it works.
  • What Facebook’s Second Wave of Data Privacy Tools Means for Advertisers
    Now they see it, now they can control it. Facebook is allowing users to disconnect all of their Off-Facebook activity. Tiger Pistol’s Amy Abell tells you what it means for advertisers.
  • Decision 2020: Changes to Facebook’s Social & Political Ads Process
    Are your ads getting flagged? It might have something to do with Facebook’s updated Political Policy. Tiger Pistol’s Analissa Moreno tells us how you can avoid any hassle.
  • 10 Tips for Brands to “Go Local”
    How can your brand best use your locations to drive foot traffic or leads through social advertising? Find out with these 10 Tips from Tiger Pistol’s Laura Sebo!
  • The Facebook Pixel: Uses and Best Practices
    Tiger Pistol’s Laura Kraay offers a whimsical guide to building audiences and measuring success with the
    Facebook Pixel.

At Tiger Pistol, we appreciate every expert on our team, so as a bonus blog, here’s a little write-up about our amazing company culture.

The Team that Cooks Together Stays Together
Recently the Tiger Pistol Team took their creativity into the kitchen for a collaborative culinary event.  See the pics and learn more.

Thanks for reading the Tiger Pistol Blog this year! See you with more insightful content in 2020.  Want to learn more about Tiger Pistol? Contact us Today!

Facebook Pixel Uses and Best Practices

The Facebook Pixel | Uses & Best Practices

According to Facebook, “The Facebook Pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.”

But what does that really mean?

The Facebook Pixel is a piece of code added to a website that tracks user data through cookies, allowing you to access useful analytics about customer website behavior. This data can then be used to inform strategy and find new potential audiences. Here are just a few concrete ways the Pixel helps advertisers: 

  1. You can now show social ads specifically to people who visited your website.
  2. You use your website visitors to build a Lookalike Audience to find and target new customers that have similar interests/behaviors/demographics as your current ones.
  3. You can utilize more more Facebook optimizations, such as Landing Page Views.

The Facebook Pixel is like a net that catches all user activity (referred to as events) and allows marketers to use these events to optimize and create more powerful ads. Facebook has seventeen standard events set up, such as  ‘Add to Wishlist,’ or ‘Complete Registration. ’ Custom events also allow users to add input their own categories.

This has clear and instant appeal for e-commerce, but the Pixel offers unique opportunities for all advertisers. The Pixel also gives retailers the chance to create custom audiences that can be useful in re-marketing efforts. Additionally, Pixel data can also be used at scale with the ability to share information across SMBs or rolled up into corporate systems. This way, brands can use location level data to help form more targeted audiences. 

The Pixel also offers the ability to create Lookalike Audiences from custom audiences. This creates a brand new audience which mirrors the preferences and values of the original. In “The Power of the Facebook Pixel,” Chris Mayer writes how Lookalike audiences are a great way to find new customers without relying on dwindling 3rd party data:

The lookalike process is anonymized: you won’t know exactly what traits the hash aggregates, but that’s okay. The resulting Lookalike Audience generated will include users with similar characteristics whom have not yet visited the website.

Clothing company Wren + Glory used value-based, international lookalike audiences on Facebook and Instagram to expand the company’s sales outside of the US.  They received 62% more orders compared to the previous period. 

In a world where data is crucial, the Pixel helps establish clear results. In fact, Gold’s Gym used data from their Facebook Pixel to learn that their recent Facebook ads produced a 2.2X lift in free trial sign-ups. Geoff Tobey, their Director of Digital Media mentioned that by “being able to jump into a Facebook testing opportunity, we learned that ads in Messenger Stories were more successful in driving an incremental lift in leads, and lowering cost per conversion, than we’ve seen on other channels.”

Whether you’re looking to test new optimizations, employ re-marketing strategies, or find new customers, social media advertising allows customization and proven results. The holidays may be a whirlwind, but the Pixel can help you stay on track along the way. 

Learn more about Facebook Advertising Best Practices from Tiger Pistol’s experts. Browse our resources now.