Facebook Shops is a Bigger Deal Than You Might Think

Starting last month any Facebook or Instagram Business Page will have new features enabled allowing Brands to create fully established e-commerce experiences within the app. Facebook announced this feature calling it Facebook Shops, and this move will make it easier for customers to access Shops on both Facebook and Instagram.

The best part is that creating a Facebook Shop is free and you can choose which products you want to feature with a customized look and feel. Anyone can access Facebook Shops on a business’ Facebook Page or Instagram profile as well as discover them through Stories or ads. Facebook has also taken this opportunity to gather more data about your interests and saved products, even enabling checkouts without leaving the app. Take that Amazon!

Photo Credit: Facebook

If you don’t have a Facebook Shop setup yet don’t worry. Facebook will still direct you to your website. As this becomes more widely adopted, Facebook will further establish itself as an e-commerce platform with even greater insight into buying behavior and order tracking. The future of Facebook Shops is an exciting opportunity to tie in other tools, and the possibilities seem endless. 

Facebook Live Just Got Even More Powerful

Let’s take a look at Facebook Live. Originally positioned as a way to broadcast a conversation to your Page, Group, Profile, or Event, Facebook Live now has a new application by making it easier to showcase, shop, and purchase products on your Facebook Store – all without leaving the app. We could see a shopping channel like QVC taking full advantage of this feature once it’s made more widely available.

Photo Credit: Facebook

Facebook’s Move to Loyalty Programs

The next phase of Facebook Shops will be loyalty programs. Whether you have a current  rewards program at your favorite coffee shop or you’re a new business that needs a way to create a program for your customers, Facebook is testing how they can make it easier to earn rewards at your favorite stores without leaving their app. Only time will tell if these features will begin to compete with bigger reward players like Rakuten. Our bet is on Facebook.

 

Photo Credit: Facebook

How Can Facebook Marketing Partners Help?

The introduction of Facebook Shops has arrived at a critical time, allowing companies to sell products directly through the native Facebook Platform and further increasing Facebook’s market share of online interaction. While this could be a game-changer for many small businesses, the need to advertise through all e-commerce channels in order to drive conversions is still a necessity for any company.

As a preferred Facebook Marketing Partner, Tiger Pistol provides the expertise to help you grow your business and test new tools like Facebook Stores as they become available in Facebook’s API. With nearly a decade of Facebook experience, Tiger Pistol provides a SaaS solution enabling Brands, SMB Resellers, and Agencies to localize their message at an unprecedented scale.

Want to learn more? Please contact us, we’d love to connect.

Sources: Techcrunch, Facebook

David Delaplane is a Regional Sales Director for Tiger Pistol. With over 9 years of experience in SaaS and paid media, David demonstrates his passions for strategic thinking and problem solving by delivering innovative and custom solutions for our clients. As a Chicago native, David enjoys exploring the diverse cultures of the city through food, music, and long runs and bike rides through the many neighborhoods.

UPDATED: Global Analysis: Using CPMs as a Leading Indicator of Economic Recovery

Can CPMs be used as a leading indicator of economic recovery?  Tiger Pistol’s Paul Elliott, CEO, and Chris Mayer, Solutions Engineer, put this question to the test. Check out their global analysis of the weekly growth of active COVID-19 cases in six countries and how they correlate with the average Facebook and Instagram CPMs during the same time, based on a cross-industry sampling of 4 billion ad impressions.

What they found was a formula that brings a level of certainty to these uncertain times.

Paul Elliott is the Chief Executive Officer of Tiger Pistol. He is a recognized thought leader in integrated marketing and customer engagement, with more than 20 years of experience helping global brands and their local outlets achieve significant results and return on marketing investments. Elliott was a recipient of Ad Age’s 40 under 40 and the Smart Business Smart 50 honor.  

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.

Tiger Pistol Partners with Anheuser-Busch InBev for Worldwide Local Recovery and Revitalization Initiative

Global-to-Local Social Advertising Technology Made Available for 5 Million Bars, Restaurants and Retailers Worldwide

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, has partnered with Anheuser-Busch InBev (AB InBev) to support the brand’s worldwide network of local retailers, bars, and restaurants that have been affected by COVID-19.

“We all have our go-to local establishments, whether it’s the neighborhood pub for happy hour, our favorite dinner spot, or our chosen venue for celebrating milestones,” said Paul Elliott, CEO, Tiger Pistol. “Very few companies have a global footprint like AB InBev, and they support their worldwide community and make sure their establishments have everything they need to weather the storm today and succeed in a new normal future.”

Restaurants and bars are among the hardest hit industries across the globe. According to Statista, the year-over-year decline of seated patrons in restaurants worldwide dropped day by day February to May reaching a staggering 100% decline by early May A study by Deloitte states that while global at-home consumption has increased, it will unlikely cover the cost of lost sales even once the situation begins to normalize. In a survey by Technomic, 32% of consumers say they plan to eat at restaurants less often out of COVID-19 concerns. With layoffs and hour cuts prevalent across the industry, restaurants and bars need help to survive the crisis. In a Datassential survey, 33% of operators cited they needed help communicating their establishment’s status, and 25% of local operators cited the need for collaboration to promote traffic.

Tiger Pistol provides the ability to reach deeply into local communities all throughout the world, empowering individual restaurants and bars with locally relevant ads that use powerful messaging alongside globally-recognized brand creative. The ads are flexibly deployed from the local business’ Facebook Page, with objectives in line with state, regional, or city-level government restrictions. This social strategy gives these small retailers, most of whom are suffering during this time, an advertising option to help them continue to drive business and recall the essential role restaurants and bars play in fostering memories and connections in the lives of consumers.

“Tiger Pistol’s global-to-local approach marries two strategies together to ensure AB InBev’s success,” said Elliott.  “First, it brings their brands directly to consumers for immediate identification. Second, the local establishments can drive a personal connection with the consumer. By providing enterprise-strength tools to the local market, the consumer ends up with a highly relevant, localized ad.”

With each region affected differently, AB InBev and Tiger Pistol are working closely with the brand’s global markets to create social media marketing plans to support small businesses during this crisis and to help them recover. AB InBev uses the Tiger Pistol Platform to support the following initiatives, among others, worldwide:

  • Brazil, with tens of thousands of locations with local Facebook and Instagram campaigns that promote new e-commerce options, including through Ze Delivery, a delivery app that ABI Brazil created to promote online ordering and delivery services available from their favorite local spots, and with planned campaigns to help businesses connect with consumers in the post-crisis environment.
  • Belgium and the UK, with campaigns to promote their “Cafe Courage” and “Save Pub Life” initiatives that allow patrons to purchase gift cards or make donations to support their favorite hang outs, and with planned campaigns to help businesses promote their new operating hours and safety protocols to consumers as they begin to re-open.
  • Canada, with campaigns that support local on- and off-premise establishments in promoting take-out and online ordering and delivery options.

These efforts are part of a long-term partnership to provide AB InBev’s worldwide network of restaurants, bars, and retailers with an industry-leading platform for publishing high performance, local Facebook and Instagram ads.

AB InBev first engaged Tiger Pistol for a Facebook advertising pilot in 2019. Tiger Pistol developed a simple, effective way for local establishments to automatically publish on-brand, best-practice Facebook ads straight from the local establishment’s Facebook Business Page. The campaigns produced a 60% lower cost of advertising among other remarkable results. AB InBev continued to expand the program throughout the year, culminating in a global multi-year partnership.

“We are partnering with Tiger Pistol to develop new tools that evolve how we market our brands and build relationships with our network of establishments – both in a time of crisis and in ordinary times,” said Gabriel Mello, Global Vice President of Category Management and Trade Solutions, AB InBev. “Their technology and knowledge of social advertising have made Tiger Pistol the right partner to collaboratively develop a scaled social advertising solution.”

Let’s talk about what Tiger Pistol can do to locally activate social advertising for your brand. Contact us today.

Tiger Pistol Named Finalist in AdExchanger Awards

Tiger Pistol was recently named a finalist in the prestigious AdExchanger Awards for Best Social Media Campaign. The award honors “the marketers behind the most creative and effective social media campaigns when it comes to achieving real business results.”

Tiger Pistol achieved this honor for the remarkable results generated for a Global Fortune 500 beverage company.

Winners will be announced at the AdExchanger Awards virtual celebration, which takes place Thursday, May 21 at 5 pm ET.

 

 

Webinar: The Critical Role of Local Social Advertising in Economic Recovery

Join Tiger Pistol’s Casey Zaffin for a live webinar with Localogy. You’ll learn why local social advertising is a must have for your economic recovery and revitalization efforts, whether you are a large multi-location brand, and agency, or an SMB reseller.

The Critical Role of Local Social Advertising in Economic Recovery

May 28, 2020
2 P.M. EST

Register now!

What are the Facebook Advertising Best Practices for Scaled Local Video Ads?

People are drawn to video. It’s just a super simple way to get information without exceeding the average person’s effort threshold. So it’s no surprise that video consumption has grown at a staggering rate, especially on mobile devices. Consider these stats from Social Media Today: 

  1. 100 million hours of video per day are watched on Facebook.
  2. 1200% more shares are generated by social videos than text and images combined. 
  3. Marketers who use video grow revenue 49% faster than non-video users. 
  4. 80% of users recall a video ad they have viewed online in the last month. 
  5. 50% of users take some kind of action after viewing a video ad. 

Considering video as part of your scaled social ad strategy? You’ll want to be sure to use Facebook’s best practices to get the most out of your video ads. Check out this infographic for six tips to increase your viewership and drive action. 

Learn how Tiger Pistol enables video advertising at scale.  

Beyond Store Visits: Better Objectives for Current Times

When the world is not under stay-at-home orders, it’s easy to gravitate towards Facebook’s Store Visits Objective as the best option to drive foot traffic into brick and mortar locations, but it’s far from the only option. Especially considering SVO’s setup requirements, now’s a better time than ever to consider how multi-location businesses can leverage other objectives locally. It also doesn’t hurt that Facebook’s overall cost of advertising is down between 20 and 40% (dependent on placement) across its family of apps, and previously passive users are becoming more active and engaged. This is the perfect recipe for businesses that want to re-engage their communities with social, gaining brand impressions while usage is at its peak and competition is at its lowest.

Locality, by its very nature, is a chief concern during the COVID crisis. As different states and countries have different responses to the COVID crisis, marketing campaigns must be flexible enough to shift to a highly volatile landscape. For large, multi-location brand clients, this might mean that some of their stores are open, some are closed, some do delivery, and some don’t. Therefore, preserving your execution flexibility is paramount. You don’t want to be caught with a singular national campaign that suddenly doesn’t work in certain regions.

Of course, given the COVID-19 situation, the very concept of driving footfall is more difficult. But this is exactly why you don’t necessarily want Store Visit Optimization to be the only tool in your toolbox. A more adaptive framework that allows campaigns to still operate with the hyper-locality of a SVO campaign, but without the specific objective requirements is timely, not only because of COVID, but also for your strategic flexibility overall. This framework can actually be replicated with other objectives too, especially with specialized tools. Developing campaigns across other objectives that utilize local pages and localized copy still provides the same local performance benefits as an SVO campaign, as well as the attribution models to ensure you can still prove ROAs.

For service-based businesses, Conversion or Traffic campaigns that utilize offline event sets to attribute footfall engagement is another means to achieve the same end. Especially when the buying decision is complex. Take for example car shopping, where there is value in driving users to view content and engage in top-of-funnel sales activity, while still preserving the ability to know whether or not these campaigns resulted in a consumer coming onsite.

A responsive local strategy that allows for different tactics ensures that you can more easily account for different scenarios.

  1. That local Conversion Objective campaign that facilitates online ordering for in-store pickup might also need to be a Conversions campaign, driving people to convert online purchases for home delivery for the state next door.
  2. Many businesses explicitly address COVID-19 concerns publicly, in terms of supporting donations and community efforts. Ads can cover content-based and awareness-driven needs, even in cases where stores are shut down, providing credibility and continued presence in the local community allows you to identify early stage micro-conversion events that can shift to full scale attribution as situations begin to normalize.

In either case, being able to do both at the same time ensures you can still deliver results for your partners, customers, or clients that operate and deliver the same results in aggregate as any Store Visits campaign. It’s not as straightforward as it was before, of course, but with the right tools, these sorts of scaled activations can be executed with just as much ease as a SVO campaign. It’s just a matter of thinking outside the box and utilizing the great toolbox of advertising options that Facebook offers.

Ready to discuss a scaled social strategy that helps your business stay ahead of the curve with the best opportunity for revenue growth in 2020 and into 2021? Contact us today. 

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.

 

Why Paid Social Advertising is Better than Organic Posting

Facebook’s algorithm can have a big impact on how many people actually see your posts. With more and more content created on Facebook every day, organic reach continues to steadily decline. Still on the fence about the value of Facebook advertising?  Check out this infographic to understand how Facebook advertising extends your reach and drives real business outcomes. 

Ready to get started with social advertising at scale? Contact us today.

How Local Ads from Local Pages Increase Relevancy and Decrease Advertising Costs

There is much talk in social media marketing about the importance of “local” social. But what does that really mean in practice? Put simply, localization drives ad relevancy. 

When we look at the factors that make an ad more relevant, it boils down to two modifiers on your advertiser bid: Estimated Action Rates and Ad Quality. It’s the combination of these modifiers that underpins the ad relevancy calculation, and more relevant ads “win” out over less relevant ones in bidding

So how can you bump up your scores on these modifiers, thereby making your ads more relevant? It’s a combination of things across your campaigns structure:

1. Use a Local Facebook Page over a Corporate One

“Local” Pages can mean different things. For example, a CPG brand that relies on channel partners to sell their products might consider their channel partners’ individual store Pages the most local option, as it allows them to tie their products to a specific local point of sale. Whereas a real estate brand might consider their agent’s Business Pages as the local Page. For franchise groups, this is often local store Pages over a single corporate branded Page. In either case, ads that come from local pages tend to be considered more relevant. Whatever the flavor, you want the page you publish through to be as close as you can get to your consumers and where they transact. 

2. Localized Creative 

Creative that is locally aware is also important. This means having both copy and media that references the local area, whether by calling out the location or neighborhood in the copy or even by differentiating media content by region. The more your creative can literally speak to your local audience, the more relevant it will be to them (See: Ad Quality).

3. Hyper-Local Targeting 

Especially when it comes to marketing for local businesses, you want your campaigns to always be reflective of their true sales area. This is another case where vertical is important, as some businesses have naturally large sales areas. The logic is simple; an ad is going to be less relevant to a user if they see travel time as a blocker.

4. Strong, Focused, Calls-to-Action

It can be easy to fall into the trap of trying to do too much with your campaigns, wanting to promote multiple products or key selling points, Yet another paramount factor in ad relevance that Facebook also notes is, Estimated Action Rate. – “an estimate of whether a particular person engages with or converts from a particular ad” Put simply, if you focus on a singular campaign goal, which Facebook Objectives by their nature are intended to do., you also want your copy to explicitly direct the user based on the campaign objective, i.e. “book an appointment online”, “click to sign up.” This encourages interested users to take the exact action of your campaign’s objective.

These items may all seem small on their own, but they all come together to produce a more relevant ad. The challenge often comes with adapting to vertical-specific needs, as well as how to juggle so many local elements at once. We have seen in our data that a locality-focused campaign structure can even work at scale and with many different types of businesses. 

Our Data Proves this Time and Again


A CPG client used Tiger Pistol for distributing brand-approved campaigns to hundreds of restaurants and bars worldwide. They saw 60% lower CPMs across the local campaigns compared to their national brand efforts. The secret? More relevant ads. Comparing the national effort, which targeted the same consumer base, vs. the local campaigns, the differences are night and day. The distributed framework of the local campaigns meant the client had more exacting control in only geo-targeting the sales areas where consumers could get to the point of purchase. Additionally, unlike the national campaign, having local campaigns in-market meant that the creative could be region- or even hyper-specific.


A national 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. Tiger Pistol ran social advertising via local Facebook Pages, and the results were clear: local store Pages generated better results, with 35% more impressions and 30% lower CPMs than running the same campaigns through the national brand Page. 


A Fortune 500 real estate services company engaged Tiger Pistol looking for a partner to help build a scalable, social advertising workflow solution that enabled their agents to promote their listings with auto-configured, best practice Facebook and Instagram campaigns. Tiger Pistol’s platform gave agents the ability to publish campaigns directly from their own agent-branded Facebook Page. While other real estate marketing platforms support Facebook ads, such ads are usually rudimentary, driving impressions around the listing, with little room for the agent to generate leads. Our platform leverages the most relevant Facebook Ads Objectives to drive the results that matter, increasing agent awareness, increasing agent website traffic, and increasing lead generation, all while significantly decreasing the cost of advertising.

Local Advertising Just Makes Sense

It’s intuitive the more you think about it. Are you more interested in buying a product or service from a brand located across the country (or even a business located across the county?), or would you rather purchase the same product or service from the business down the street? It’s understanding holistically how all the different elements of a Facebook campaign can work together to create locality: it’s targeting, creative, and the very framework that unlocks reliable efficient delivery.

Find this article insightful? Check out Are Facebook CPMs Rising? Depends How Local You Go. 

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.