Tiger Pistol’s Top Social Advertising Blogs of 2020

Despite all the changes 2020 brought, Tiger Pistol’s innovative strategies and powerful insights remained consistent. Lucky for you, we’ve rounded up Tiger Pistol’s top blog posts of the year featuring advice from our brilliant social advertising experts to help you start your new year off right! 

Checklist: Avoiding the Common Pitfalls That Can Cause Your Facebook Ad to Underperform. Are Your Facebook Ads Underperforming? Tiger Pistol’s Yanira Durant explains why and how your business can help it. Find Yanira’s checklist for success here!

Using Your Corporate Data to Benefit Local Partners (and Vice-Versa!). Sharing is more than caring; Kira Rodarte discusses why sharing corporate data can benefit your local partners. Learn how your business can reap the robust benefits of Tiger Pistol’s global-to-local advertising approach!

Increase Local Food and Product Delivery Orders with Facebook Ads. Pandemic or no pandemic, people always need to eat! Discover how your business can utilize Tiger Pistol’s hyper-targeted advertising approach to increase orders and sales from solutions engineer, Chris Mayer. 

Posting and Advertising During Quarantine: 50 Small Business Social Tips for 50 Industries. During COVID-19, media oversaturation increased heavily which made it more difficult for small businesses and brands to stand out. Fortunately, we put together a list of 50 social tips to help your small business thrive during COVID times.

How Local Ads from Local Pages Increase Relevancy and Decrease Advertising Costs. Want to know how your brand can increase its relevance and significantly save on media spend? Understand the power of local advertising from Chris Mayer.

Beyond Store Visits: Better Objectives for Current Times. Tiger Pistol’s Chris Mayer offers his expertise on how brands can utilize Facebook’s toolbox of advertising strategies to increase their growth and innovation. Read More.

On-Demand Webinar: How Going Local Made Anheuser-Busch InBev the Toast of Towns Around the World. Learn about the benefits of localized advertising from Anheuser-Busch InBev’s experience. Read the recap here!

On-Demand Webinar: The Critical Role of Local Social Advertising in Economic Recovery. Did you know that local social advertising is critical to your brand’s economic recovery? Learn why from Casey Zaffin.

Best Practices for Facebook Audiences: Part 1 – Creating Audiences. Unsure of how to best utilize Facebook audiences? Laura Kraay has got you covered with an all-inclusive 3-Part guide. If you’ve been asking questions about audience size, detail targeting, or Facebook custom and lookalike audiences, check out part 1 for everything you need to know to create audiences.

How Best to Use Facebook’s Conversions Objective for Financial Services. Unlock the potential for your financial brand by using Facebook’s conversations objective to scale your campaigns locally. Want to learn more, check out Analissa Moreno’s article.

Unpacking Facebook’s New “Leads Center”.  What is Facebook’s new “Leads Center” all about? Tiger Pistol’s Chris Mayer imparts a detailed yet accessible guide to comprehending Facebook’s new feature. Learn how to leverage Facebook’s new tool for your brand. 

Should I Stop Worrying So Much About Facebook Placements? Blake Simpson offers a compelling argument for why social advertisers should use Facebook’s Automatic Placement option. Understand the power of Automatic Placement!

What’s the Right Amount of Local for my Brand? Going local looks different for everyone. Tiger Pistol’s Chris Mayer illuminates the various pathways for businesses to efficiently transition to a local social advertising strategy. Discover what going local looks like for you.

iOS 14 and Privacy: What it Means for Advertisers. What is the real impact for targeted digital advertising? Tiger Pistol’s Bob Govia explains the implications of Apple’s new iOS 14 software on social advertising. Learn more.

Thanks for reading the Tiger Pistol Blog this year! See you with more insightful content in 2021. Want to learn more about Tiger Pistol? Contact Us Today!

 

Oh What A Year: Rounding Out Tiger Pistol’s 2020 Successes

Needless to say 2020 was a strange year. Yet it brought an invaluable opportunity to redefine, reevaluate, and reinvest. Tiger Pistol did not take this opportunity for granted. At that, 2020 has been quite a monumental year for Tiger Pistol and its growth. 

Following the nationwide lockdowns in early March, Inc. Magazine released their annual Inc. 5000 list which evaluates 250 private companies based in Texas. Tiger Pistol was named No. 59 overall and came in the top 5 for advertising and marketing companies. Tiger Pistol’s innovative, one of a kind platform has allowed for their exponential growth and recognition in the industry. 

In April, when normalcy seemed to be a fleeting notion, the Tiger Pistol team found ways to incorporate fun activities in their daily routine. At Tiger Pistol, we value the strong community culture we have built over the years, so staying connected and positive during quarantine was a big priority for everyone. For instance, “Quaran-Tini” virtual happy hours gave team members something exciting to look forward to. Additionally, we created a channel on Slack called #social-distancing-together which allowed the team to build stronger bonds by sharing encouragement, positivity, and laughter.     

July was huge for Tiger Pistol, with a new office opened in Cleveland, Ohio! Open during a global pandemic, how do you do that? The team employed creative thinking to develop innovative strategies that followed COVID-19 guidelines to safely open the space. Tiger Pistol was very glad that their new office would bring 25 job opportunities to Cleveland during a time of uncertainty for many. 

In August, Inc. Magazine’s 5000 (nationwide) list ranked Tiger Pistol No. 1425 with a three-year revenue growth of 311.4%.  It is an honor for us to be named one of the nation’s fastest-growing private companies. 

A milestone for the books: Tiger Pistol surpasses 1,000,000 social advertising campaigns in October! This achievement reaffirms the success of Tiger Pistol’s platform and its capabilities for consumers, prospects, and stakeholders.

“Surpassing one million published campaigns speaks to the scale and marketplace leadership  of the Tiger Pistol platform,” said Paul Elliott, CEO. Tiger Pistol remains the largest third-party publisher of local social advertising. 

More recently, Tiger Pistol was named the most awarded and recognized social media platform of 2020.

“These honors really speak to the quality of our social advertising technology, our company culture, and our common mission,” said Paul Elliott, Tiger Pistol CEO.

We are looking forward to what’s ahead for us in the new year!

Unlock your brand’s potential in 2021 by using Tiger Pistol’s award-winning platform for your brand strategy. Request a demo today!

Best Practices for B2B Social Advertising on Facebook and Instagram

So you want to run social ads, but you’re not sure that Facebook and Instagram are the right channels for your business. With the right approach, B2B social advertising on Facebook and Instagram can produce impactful results, especially for the telecommunications, hospitality, technology, or home services industries.

Let’s unpack everything you need to consider to create a best practice B2B social ad on Facebook and Instagram. 

Objective

First think about what your objective is for your advertisement. What are your company’s goals for B2B advertising? Understanding your objective will help guide you through the rest of the process. At Tiger Pistol, we recommend Traffic and Lead Generation objectives to get the most out of your B2B campaigns. 

Traffic campaigns are valuable because they make it easier for consumers to find information by directing them to the business’ landing page or website. Plus, traffic campaigns can even match your services to specific industry profiles. 

Lead generation campaigns give you a greater level of insight with customized questions to help confirm the customer is interested in your services. For example:

        • “What services are you interested in?” 
        • “What is your current solution?” 
        • “What is your budget?” 
        • “Why are you interested in changing services?”

An added convenience to lead forms is that the question submissions can integrate directly to your CRM. To encourage lead form completion, Tiger Pistol recommends that businesses provide users with an incentive, such as a discount code or detailed information about the service.

Audiences

Facebook Pixel 

Don’t forget the power of the Facebook Pixel! When it comes to defining target audiences for your business or services, simply implement the Facebook Pixel across your specific landing pages or web pages that focus on the B2B side of your business. This gives you the ability to create lookalike audiences that resonate with your goals from those consumers already visiting your site. 

Targeting is a time efficient method to define your audience. Targeting can help uncover new audiences by looking at users actions with lead ads. By utilizing the data from the Pixel activity,  your customer list, and ad engagement, you can create custom audiences. 

For strategic targeting, employ a local ads strategy in which ads are published around each distribution branch and targeting businesses within each territory. 

Targeting

Copy, Media, and CTA

Presentation is everything because it serves as a reflection of your business and its core values. In order to generate an effective creative, Tiger Pistol suggests using professional and trustworthy material. 

Demonstrate the value of your service in your creative, as it is an opportunity to show users how your service will benefit them. Including images and videos that are relevant to your goal will allow you to effectively showcase the industry you are trying to reach. 

Visuals alone are not enough, remember to incorporate messaging in your copy aimed toward the right stakeholder and their goals. This will bring stronger clarity to who you are trying to reach. For instance, “Want Faster Office Internet?” is relevant to an Office Manager, but not to a Marketing Director.  Once again consider your goal and target audience when crafting your message. 

To build rapport with your audience, simply use CTA buttons like “Contact Us”, “Sign Up” and “Learn More” to start the conversation. 

Final Tips

Here are some additional suggestions from Tiger Pistol about how to effectively employ B2B Social Advertising on Facebook and Instagram. Using advanced ad scheduling can be advantageous to increase the overall performance of your ad. Also, Tiger Pistol recommends scheduling your ads to run when potential customers will be in the office for greater exposure. Lastly,  running A/B Test audiences on your creative can reveal what yields the strongest results for your business. 

Interested in discussing B2B social advertising for your brand? Contact us today!

Tiger Pistol Earns the Prestigious Digiday Honor of “Best Social Marketing Platform” for Second Year in a Row

Tiger Pistol Platform Simplifies Social Advertising, Increases Performance

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, was recently named Best Social Marketing Platform for the second year running in the Digiday Technology Awards.  

“Last year’s selection of Tiger Pistol over other leading social advertising tool providers validated our category leadership position,” said Paul Elliott, Tiger Pistol CEO. “Earning this honor for the second year in a row is a true testament to our continuous innovation, broadening the applicability of our solution, and deepening the value we deliver.”

The Tiger Pistol platform’s power lies in simplifying social advertising performance. Utilizing advanced automation and breakthrough applications of AI and data, Tiger Pistol takes the hard work and cost out of delivering better performing social campaigns at scale for global brands and their agencies, all while preserving brand integrity. 

“We’ve published more distributed social advertising campaigns than any other tool provider or vendor in the industry, giving us an ocean of intelligence and actionable insights to help our clients hone their strategies and optimize their campaigns for maximum performance,” said Elliott. “In today’s world, campaign performance is more important than ever. Every advertising dollar must work as hard as possible for our clients and their distribution partners, which is why Tiger Pistol continues to invest and innovate in the future of advertising science, where guess and test is gone and know and optimize is reality.”

The Digiday Technology Awards recognize the technology modernizing media and marketing, bringing efficiency and effectiveness to brands and agencies worldwide. As noted in its Awards Guide, “ Social media is a complex beast. Tiger Pistol proved that brands, with the right automation and workflows, can tame it.” 

To learn more about Tiger Pistol’s social advertising tools and how Tiger Pistol, the world’s #1 social advertising automation platform for local, unlocks local activation at global scale for brands, resellers, and agencies contact us today. 

Tiger Pistol Named Finalist for Three Social Media Marketing Awards

Tiger Pistol Recognized by The Drum and Digiday for Work with JOANN Stores, AB InBev and Realogy

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, was recently named a finalist by The Drum Social Buzz Awards for Best Retail/E-Commerce Social Media Strategy/Campaign and by the Digiday Technology Awards for Best Personalization and A/B Testing and Best Social Marketing Platform.

“We’re thrilled to be honored for these latest awards, continuing our streak as the most honored and recognized social advertising platform of 2020,” said Paul Elliott, Tiger Pistol CEO.  “These three clients all have unique use cases within the Tiger Pistol Platform, and these three honors reinforce the effectiveness of our platform’s versatility as well as our team’s ability to innovate and solve for our clients’ needs.”

Tiger Pistol’s work for JOANN Stores, the nation’s largest specialty retailer of fabrics and crafts, is honored by The Drum for Best Retail/E-Commerce Social Media Strategy/Campaign. JOANN Stores needed a method to amplify its corporate “Make to Give – Masks for All Americans” initiative, encouraging crafters to make and donate masks to essential workers and schools. To support this important initiative, Tiger Pistol ran high-performance Facebook and Instagram ads with copy that dynamically localized to drive community relevance and ad performance for JOANN’s initiative.

In its first month, the campaign proved 36% more cost effective than national campaigns and helped the retailer exceed their mask donation goal by over 30 million. In addition to driving online transactions, Tiger Pistol’s foot traffic attribution model surfaced that 84% of ads engaged with resulted in store visits during the first month of the campaign.

The Digiday Technology Awards shortlisted Tiger Pistol for its work with Anheuser-Busch InBev (AB InBev), the world’s leading brewer, and Realogy, the leading provider of U.S. residential real estate services.

Tiger Pistol will defend its Best Social Marketing Platform title earned in the 2019 Digiday Technology Awards. Using Tiger Pistol technology, AB InBev’s built a Covid-19 local social strategy, giving the company’s network of independent restaurants and bars the much-needed advertising power to drive business and reinforce the essential role restaurants and bars play in local communities and in the lives of consumers. Powered by Tiger Pistol’s technology, AB InBev seamlessly pivoted from foot traffic advertising to recovery and revitalization initiatives during the height of pandemic lockdowns.

Tiger Pistol works with Realogy to power Social Ad Engine, a scalable, social advertising solution that enables real estate agents to promote listings with auto-configured, high-performing Facebook and Instagram campaigns. Every campaign leverages Social Ad Engine’s best-in-class, automatic A/B testing to ensure agents’ budgets are spent effectively to drive the best outcome, earning Tiger Pistol’s technology a finalist position in the Best Personalization and A/B Testing category.

The Digiday Technology Awards recognize the technology modernizing media and marketing, bringing efficiency and effectiveness to brands and agencies worldwide. The Drum Awards is a global awards program which recognizes best practice, the best companies and the best people from across the marketing and communications industry. Both the Digiday Technology Awards and The Drum Social Buzz Awards will announce winners on November 12, 2020 in virtual ceremonies.

To learn more about Tiger Pistol’s social advertising tools and how Tiger Pistol, the world’s #1 social advertising automation platform for local, unlocks local activation at global scale for brands, resellers, and agencies contact us today!

Activating Scaled SMB Paid Social During Covid-19

SMB resellers face new challenges in designing SMB social strategies because of COVID-19. In this pandemic world, locality is a chief concern. Marketers must engage locally and be highly flexible. As states and countries have different responses to the pandemic, marketing campaigns must be flexible enough to shift in a highly volatile landscape. Social programs present an opportunity to help businesses easily shift to digital buying paths, while also connecting to consumers personally with relevant and timely information. Bringing these to market requires socially aware tactics on all fronts, from creatively engaging with prospective SMBs to designing solutions and campaign structures that enable social to be a net gain to a SMB’s bottom line.

Hyper-local messaging enables SMBs to connect with consumers personally, while providing relevant and timely updates as mandates continue to change. 

Large SMB Resellers are currently challenged with adapting messaging for each independent small business at scale because each SMB needs to decide how they want to operate and do business during the pandemic. This means shifting business models due to local orders, which need to be communicated to customers, such as, curbside pickup, delivery options, reduced hours, or online transactions. Implementing these customizations for each of their tens of thousands of unique customers can be challenging; however, hyper-local messaging is no longer a targeting advertising tactic, it’s a necessary measure in communicating and connecting with your local community.

Social media use has skyrocketed.

It’s probably no surprise to you, that social media usage sky-rocked during this pandemic as people around the world were mandated to stay home. According to data compiled by Oxford University, almost 4 billion people in 92 countries were in lockdown as of early April.

As stay at home mandates were rolled out, consumers’ time online grew exponentially and remains at record highs. Facebook specifically reported a 50% increase in messaging in March.

For SMB advertisers, this means you have a much larger addressable audience on social — ready and available for those who need to reach them.

The world has changed, and Facebook and social media strategies are evolving along with it.

Pre-pandemic, social advertising was thought of primarily as a direct-response tactic focusing on targeting the right audience with dynamic creative and strong calls to action.

  • Sign Up for fitness classes
  • Apply Now and register to test drive a car
  • Get a Quote for solar panels
  • Call Now to book an appointment with a hair stylist
  • Get Directions to a local steakhouse to get their lunch deal

Now, social ads have changed into a pivotal communication tool. Local social ad messaging is no longer focused on simply targeting an audience with a strong call to action, but rather a tool to form deep connections with the local community by providing relevant and timely information that has purpose and impact. 

  • Shop Now for curbside pick up at a previously dine-in only restaurant
  • Get Offer to schedule home services in the future, keeping customers comfortable and safe
  • Learn More about virtual open house tours
  • Learn More about a financial advisor’s personal commitment to their community
  • Sign Up for no contact auto service

Facebook has swiftly responded to these changes by escalating their product roadmap to support local businesses with new tooling to help them adapt to this new world of connecting with consumers and moving transactions online. In the past quarter, Facebook has launched both Gift Cards and Facebook Shops to enable SMBs to transact online more easily with simple calls to action for online ordering.

The primary focus is, and will continue to be, for social ads to acknowledge the local ordinance, connect with the community in challenging times, and keep the consumer’s safety as the number one priority.

How have SMB resellers responded to these new challenges?

SMB resellers have had to adjust their service offerings and packages to serve the current needs of SMBs. Tiger Pistol enables leading SMB Resellers to empower customers with new and innovative tools to enhance personal connections. 

The ability to utilize messaging, web forms, e-commerce, and virtual scheduling tactics to provide a solution for every type of business, allows resellers to scalably pivot creative across their diverse portfolio of end-advertisers. 

In one example, a leading SMB reseller made the decision to quickly turn on Social Messenger Ads capabilities and offer a lower cost social ad package to their customers. By doing so, they were able to ensure their customers do not miss the opportunity to connect with their local community during a time of increased usage on social media.

Go-to-market updates to enable new ad objectives or creating a new social advertising package takes minutes within our set-it-and-forget-it automated campaign tooling and allows this large SMB Reseller to show their speed to adapt as they support the nuances of each SMB customer.

In another example, one SMB reseller started offering a first-of-its-kind social offering in its market to support its customers and help them build their businesses back up as the country reopens. Entel, the largest telecommunications company in Chile, partnered with Tiger Pistol to provide an efficient social advertising solution for its small business clients in Peru. With over 7 million mobile phone and internet customers, Entel will help their clients become more competitive and reach a wider audience with a whitelabeled instance of Tiger Pistol’s platform called “Impulsa tu negocio,” or “Boost your business.” As businesses transition during this uncertain time, Facebook and Instagram advertising offers the most cost effective way to reach the largest audience with accurate, up-to-date information. For the past month, the cost of advertising on Facebook in Peru is averaging just $0.90 per one thousand impressions. Powered by Tiger Pistol’s specialized social advertising platform, micro and small entrepreneurs in Peru are able to reach more customers in order to increase their sales, without the need for advanced knowledge of Facebook advertising. This partnership enables Entel’s clients to be at the top of mind as businesses begin to open back up. 

So to recap…

As the world has changed, social advertising changed with it. Advertisers’ should use social advertising to keep communities informed with relevant, timely information that has purpose and impact. Hyper-local social advertising is the perfect vehicle to create and maintain deep connections between SMBs and their customers. 

Tiger Pistol Achieves Social Advertising Milestone

The World’s Largest Third-Party Publisher of Local Social Advertising Exceeds 1 Million Campaigns

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, today announced another milestone achievement with one million Facebook and Instagram campaigns published since launching its social advertising technology in 2016.  

“With more local social campaigns published through our platform than any other tool provider or vendor in the industry, Tiger Pistol’s wealth of campaign data is unsurpassed,” said Paul Elliott, Tiger Pistol CEO. “As a result, Tiger Pistol provides more intelligence and actionable insights than any other provider in the category, helping clients to develop and hone their strategies and optimize campaigns for maximum performance.”

In the last year alone, Tiger Pistol grew monthly campaign volume by 40%, as more brands, SMB resellers, and agencies have discovered the power and efficiency delivered by the Tiger Pistol platform. Looking ahead,, the company anticipates continued aggressive growth as the platform will support clients in more than 15 countries, 22 currencies, and 8 languages.

“Surpassing one million published campaigns speaks to the scale and marketplace leadership  of the Tiger Pistol platform,” said Paul Elliott, CEO. “Each year we see a significant increase in campaigns run on the platform as we rapidly grow our client base and expand our global footprint.”

Elliott also notes that Tiger Pistol’s legacy is built on successfully delivering “first-evers” that drive client value through a team with deep social advertising expertise. 

Of course, this achievement is mind-blowingly awesome, but it also shows the success of our company,” says Analissa Moreno, Data Operations Lead, Client Success, who has been with Tiger Pistol nearly four years. “We’ve grown from a small, scrappy team working one-to-one with end advertisers to working with global brands, agencies, and SMB resellers launching campaigns day in and day out. It just shows how unstoppable we are.”

Learn more about Tiger Pistol’s social advertising solution. Contact us today! 

Tiger Pistol Announces Strategic Partnership with Avery Healthcare

Local Social Advertising to Drive Brand Awareness, Fill Vacancies, and Promote Job Openings

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, recently was selected by Avery Healthcare, a premium care provider in the senior living sector in the United Kingdom to scale and localize its social advertising efforts.

Tiger Pistol will run high-performing Facebook and Instagram campaigns to generate brand awareness, new patient applications, and employee recruitment for Avery Healthcare’s 60 nursing care homes and retirement villages throughout the United Kingdom. Avery Healthcare is the parent brand of Avery Care residential, dementia and nursing care homes, and the Hawthorns Retirement Villages.

“Avery Healthcare’s mantra is ‘Care With A Difference,’ and they were searching for a way to localize their social presence by matching their earned reputation in-market with personalized advertising to speak to each individual community,” said Paul Elliott, CEO, Tiger Pistol. “Using Tiger Pistol’s Social Advertising Platform, Avery Healthcare can now run ads promoting the unique aspects of its locations.”

Tiger Pistol’s platform allows Avery Healthcare’s corporate office to scalably run campaigns that focus on filling vacancies, highlighting programs, and hiring staff according to the needs of its individual homes or villages, plus the flexibility to adjust its social advertising budgets to the locations that need advertising most.

“After attempting to manage local ads across our footprint natively in Facebook Ads Manager, we realized we needed a technology solution to more easily run campaigns at scale for our locations,” said Angus Matthew, Senior Marketing Manager, Avery Healthcare. “Tiger Pistol had our campaigns up and running in less than a month, which was essential during this time so that we could quickly communicate the safety and vibrancy of our homes at scale.”

Learn more about how Tiger Pistol’s social advertising automation platform for local unlocks local activation at global scale for brands, resellers, and agencies. Contact us today. 

An Advertiser’s Guide to Picking a Facebook Objective

With over 2 billion people around the world using Facebook and usage rising during coronavirus, social advertising offers an opportunity to reach an ever-growing audience. When building a social ad, one of the first decisions you’re given is which objective to select. Here, we’ll look at how to pick an ad objective that aligns with your business goals by breaking down three of the most common: Reach Traffic, and Lead Generation. We’ll also provide overall best practices surrounding social ad creative, which are harnessed from servicing thousands of SMB advertisers. 

Reach Ads

Using a Facebook Reach objective maximizes the number of users who see an ad. Choosing this objective helps build brand awareness. When considering the marketing funnel, these ads are at the top, since their goal is to let as many users as possible see your ad. As consumers lower their spending amidst the pandemic, this is a good type of ad to help keep your brand top of mind without pressing viewers to let go of cash. In fact, Huffington Post found that many brands have shifted their ad campaigns towards messages of compassion and support. If you’re looking to raise awareness of your core values or community initiatives, a Reach ad would help set you up for success. 

Traffic Ads

Traffic ads seek to bring more users to a specific destination URL. If you’ve recently switched to a to-go menu or converted to an online store, a traffic objective would find users more likely to click and visit that URL. This objective is further down the marketing funnel because you’re asking a user to take the time to look at a website. Demonstrate the value the user will get from visiting the website, like learning about your new menu items, viewing your most recent product arrivals, or placing an order. Traffic campaigns are also a good option for advertisers seeking to promote a service that requires more information on an accompanying link. 

Lead Generation Ads 

These campaigns allow you to collect information, like a name and email address, from potential customers directly on Facebook. For advertisers running consultations or services that require phone or email contact, lead generation campaigns are best. Make sure to highlight your unique selling point to differentiate from competitors. Since you’re asking users to give you some information, it should be clear what they’ll be getting in return. Some examples of things you can offer include the following:

  • Newsletter Sign-up
  • Price Estimates
  • Business Information

Picking an audience is especially important for Lead Generation ads since they’re closer to the bottom of the marketing funnel. Adding some additional audience parameters, like a Custom Audience or Lookalike helps ensure the people seeing the ad are already familiar with you or similar to your best customers! For advertisers looking to run LG campaigns, make sure you also check out Tiger Pistol’s Justin Chavolla’s advice on how to receive high-quality leads

No matter which ad objective you choose, it’s also important to look at the messaging of your ad. We know how important it is to make every ad dollar count, so here are some quick tips as you move from objective into ad creation: 

  • Have a clear CTA in your ad copy. Don’t assume your audience knows what to do next.
  • Offer a unique selling point. What makes your business stand out?
  • Include strong visuals. Your media needs to support your message to ensure Ad Cohesion. If possible, use high-quality custom imagery over stock photos. 
  • Find your audience. You want your relevant audience to actually see your ad and not just everyone. On Facebook, you will literally pay for everyone who sees and clicks on your ad, so targeting the right people is key.
If you’re looking for more information about advertising during coronavirus, we laid out 50 tips for 50 different kinds of businesses. Looking for something more in-depth? Don’t hesitate to reach out. 

iOS 14 and Privacy: What it Means for Advertisers

The latest in the tug-of-war between consumer privacy and effective digital advertising pits Apple against Facebook, Google, and others. At stake for ad tech: significant revenue for ad publishers and app developers, effective ad results for advertisers, and more relevant ads for consumers. At stake for users: consumer privacy protection, the use of their behavioral data for marketing, and possibly – the future of “free” software. Apple’s pending release of iOS 14 is a strong consumer-privacy-first stance and a potential disruption to digital marketing as we know it. But what is the real impact for targeted digital advertising?

What is Changing?

In a nutshell, Apple devices running iOS 14 will now require explicit user opt-in to allow apps to track behaviors across sites using the Identifier for Advertising, or IDFA. The IDFA ties a unique, random number to a user’s device, allowing advertisers and data companies to evaluate ad interactions on an aggregated basis. Blocking user tracking by third parties has already been a staple for privacy-first browsers for some time (Apple’s own Safari, Chromium-based Brave, the Tor browser, and others), and has been offered as an opt-out model within mobile operating systems, as well. However, the shift to a more aggressive opt-in model is expected to be disruptive to app ad targeting and attribution.

Impacts on the the Facebook Ad Platform

Consumer Behavior Data

By losing access to information that links consumer behavior across experiences (apps, websites, etc.), Facebook and other ad networks will have less visibility into user actions outside of their own properties. This downturn in insights may decrease targeting effectiveness in aggregate over time.

Ad Targeting

Without distinct information about potential consumers, networks like Facebook must rely on non-personalized information when determining to whom to serve an ad. On iOS 14 apps and devices, consumers can expect their ads to be less personalized, and advertisers can expect the impact to be far lower as a result.

Attribution & Optimization

Not only is it difficult to determine who an ad is served to, Facebook algorithms will be blind to the impact of the ad, diminishing the ability to understand how many clicks resulted in installs or other conversions. Losing visibility into specific consumers who viewed the ad makes it far more difficult to determine which converted users saw the ad.

Specific Impacts for Facebook Advertisers

This may seem obvious, but this is (currently) only expected to impact consumers on iOS 14. While Apple is a dominant player in mobile devices in the U.S. (58.78% in the US versus Android’s 41.03%), they are less dominant worldwide (24.82% versus Android’s 74.6%). Is this a precedent that could expand, with broader adoption of Apple’s opt-in approach, or will we see networks maintain status quo with the opt-out standards already implemented by companies like Google and Microsoft? Only time will tell. 

Third-party Placements (via Facebook’s Audience Network)

Facebook uses its Audience Network (FAN) to provide advertising placement into non-Facebook properties. These ads are commonly served in apps and games, and are particularly effective because Facebook knows far more about a consumer than the app developer does, giving them an opportunity to target ads and attribute from where positive results originate. Some of the biggest changes to iOS 14 target app access to consumers’ IDFA, requiring an opt-in to use. Advertisers expect this to negatively impact Facebook’s ad effectiveness and behavior tracking in third-party platforms. Based on their tests, Facebook expects a 50% decrease in ad revenue due to a reduced ability to personalize and target ads. This seems to be the leading Facebook risk, and may become so ineffective as to be discontinued.

App Install Objectives

App installs, a type of conversion objective optimization, are reliant on a signal from a consumer device that the desired app has been installed (and possibly opened). This is expected to be significantly hindered for iOS app installs, driving attribution and targeting effectiveness downward. Facebook is asking developers to use a new version of the Facebook SDK to support the new Apple SKAdNetwork API, and also to create a dedicated iOS 14 ad account for these ad campaigns.

Lower Immediate Impact (or None)

Advertisers using Facebook’s First-party Placements

The bulk of Facebook’s advertisers today use Facebook’s first-party placements, which include Facebook, Instagram, Messenger, Marketplace. These placements reach consumers wherever they spend time on the Facebook platform: in-app or in-browser, mobile or desktop, and benefit from full targeting, attribution, and optimization as before. The only exception is for app install objectives.

What’s Next?

Facebook continues to invest in methods to improve advertising and conversion signal resiliency. Some of these, including the ability for businesses to provide external conversion data (such as business transaction matching), or server-side (rather than client-side) signals for consumer behavior, are unaffected by these changes. These require businesses to share first-party business data (activity, conversions) directly with Facebook for attribution and optimization. Using these within campaigns and to create custom and lookalike audiences remain very powerful tools for effective marketing.

At the same time, there is a looming specter of broader governmental regulations, following in the steps of GDPR and CCPA, which look to take a stance on consumer privacy and the use or sale of this data for advertising (or other means). Legislation is being considered or implemented in many U.S. states (Maine, Massachusetts, New Hampshire, New York, and many more) and in other countries like India.

iOS 14 changes the game for monetizing in-app ad placements with their opt-in-required updates for tracking. App-centric campaigns (by objective or placement) are hardest hit, with tests showing a 50% revenue hit as targeting, attribution, and optimization become severely limited. Other first-party campaigns on Facebook’s platform should expect no immediate impact. The trend toward more consumer privacy is clear in products and legislation; what remains to be seen is whether the industry will embrace a new opt-in standard or stand by the current opt-out model

As a preferred Facebook Marketing Partner, Tiger Pistol is committed to helping our clients and their stakeholders navigate changes like these. Contact us today. 

Bob Govia is Director of Product Management at Tiger Pistol.