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.

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 Wins Digiday Tech Award

Tiger Pistol Named Digiday Tech Award Winner

Tiger Pistol’s Social Advertising Automation Platform Wins Best Social Marketing Tools/Platform

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, today announced that it has won the prestigious Digiday Technology Award for Best Social Marketing Tools/Platform.

Joe Nathan, Director Client Management, and Talia Wachtel, VP Client Management accept the Digiday Technology Award for Best Social Marketing Platform/Tools at the Digiday Awards Gala in New York City.

Tiger Pistol stood out among industry competitors based on the remarkable social advertising results achieved for a Global Fortune 500 consumer product client. Among other benefits, the client’s use of the platform to drive traffic to thousands of locations worldwide resulted in a 60 percent decrease in advertising cost in comparison to the brand’s national advertising efforts, plus a +50 Net Promoter Score among locations that participated in the program.

“We are honored that Digiday has recognized Tiger Pistol as the leading social marketing platform to manage and scale social advertising efforts,” said Paul Elliott, Tiger Pistol CEO. “The selection of Tiger Pistol over other leading social advertising tool providers is validation of our category leadership position and that our global-to-local approach outperforms comparable brand-level campaign executions.”

The scale and efficiency provided by the Platform consistently gives Tiger Pistol clients a game-changing competitive advantage, increasing localization, personalization, and relevancy with the ability to publish global campaigns from local social pages, improving campaign effectiveness while reducing advertising costs.

“While every client is unique in their particular use case, the global-to-local approach is the future of social advertising, allowing brands to scale their marketing efforts by utilizing and empowering their locations to foster consumer connections via social advertising,” said Elliott. “Brand campaigns still have their place, but locally-executed campaigns stand out in their ability to dial up relevance through localization and personalization, and more relevance usually equates to better performance. Ultimately, it will be those brands who evolve to a more global-plus-local approach that will unleash the next wave of innovation in digital advertising. Tiger Pistol’s platform enables that shift.”

The Digiday Technology Awards recognize the technology modernizing media and marketing, bringing efficiency and effectiveness to brands and agencies worldwide.  Winners were announced November 14 at the Digiday Technology Awards Gala in New York City.

See exactly how Tiger Pistol, the world’s #1 social advertising automation platform for local, unlocks local activation at global scale for brands, resellers, and agencies, visit Tigerpistol.com/request-a-demo.

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

Your social advertising strategy and audiences may need a bit of an overhaul to align with updates to Facebook’s “Safe & Civil” Advertising Policies, especially if they fall within particular categories.

Last year, I wrote an analysis of Facebook’s swift changes to Housing, Employment and Credit Opportunities Policy. The Non-Discrimination Policy, as it became know, was born from a complaint issued by The U.S. Department of Housing and Urban Development (HUD). Part of the social network’s solution was to remove “over 5,000 targeting options to help prevent misuse,” in an effort to keep Facebook advertising “safe and civil” by promoting a positive social advertising atmosphere.

Fast-forward to 2019, Facebook announced that one of their “top priorities is protecting people from discrimination” on their Platform, and as a part of their settlement with the groups that filed lawsuits against them, they would be enacting changes to protect Facebook users. These amendments include:

  • Changes to geolocation targeting by the elimination of zip code targeting;
  • Changes to age and gender targeting; and
  • Limited detailed targeting parameters for housing, employment, and credit opportunity campaigns.

By August, the above changes became what is now known as the Special Ad Category. Every US-targeted campaign – yes, campaign – that corresponds to a housing, credit, or employment opportunity must have one of the three categories applied – a major change considering the previous iteration certified compliance for the entire ad account.

Campaign audiences also take a hit. On top of previously announced changes to gender, age, and zip code targeting, users could no longer target by multicultural affinity “or any detailed options describing or appearing to relate to protected characteristics In other words, Special Ad Category campaigns are meant to target the broadest audience possible.

You may be wondering “what about my Lookalike and other Custom Audiences?” Those were nixed too. Instead, advertisers can opt for Special Ad Audiences that are built in a similar fashion to previous custom audiences but ignoring age, gender, or zip code.

How do you choose correctly?

Choosing a Special Ad Category is pretty simple. Nine out of ten times if you have an inkling your campaign is going to be flagged, it will be. So, what options can you choose?

In Facebook’s Help Center, you can find a guide to choosing the correct category. The breakdown Facebook provides is as follows:

  • Credit Opportunity: Ads that promote or directly link to a credit opportunity, including but not limited to credit card offers, auto loans, personal or business loan services, mortgage loans, and long-term financing. This also includes brand ads for credit cards that include a specific credit offer.
  • Employment Opportunity: Ads that promote or directly link to an employment opportunity, including, but not limited to, part- or full-time jobs, internships, or professional certification programs. Related ads that fall within this category include promotions for job boards or fairs, aggregation services, or ads detailing perks a company may provide, regardless of a specific job offer.
  • Housing Opportunity or Related Service: Ads that promote or directly link to a housing opportunity or related service, including, but not limited to, listings for the sale or rental of a home or apartment, homeowners insurance, mortgage insurance, mortgage loans, and home equity or appraisal services.

How can I prepare prior to launch?

Our team at Tiger Pistol can say with certainty that any campaign that falls within this umbrella will require Special Ads certification and likely requires an audience update. To better prepare yourself, make sure:

  • Your audience does not include zip code targeting and targets a minimum of 15-miles (if you target an address or city)
  • Your audience targets Adults 18+
  • Your copy falls within Facebook Policies

If your customer is running a campaign that does fall within one of the three categories, it’s best to launch your campaign with a Special Ads Category applied prior to publishing. This will save you time and a headache resolving errors during the length of your campaign.

If your campaign gets flagged during its flight, first check your ad copy – something in there may have set off the Policy algorithm. An easy example would be “We’re hiring for all positions!” in your body copy, but you haven’t applied Special Ad Category: Employment. If you can say definitively whether or not your customer falls within a housing, employment, or credit opportunity, make sure you’ve applied the appropriate category, then adjust your audience to fall in line with Policy and republish. 

When in doubt, apply a category – it will benefit you and your campaigns in the long run.

Want to make sure your locations or customers ads are within Facebook Policy every time? Contact us today. 

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

In the wake of the 2016 US Election, Facebook made drastic changes to its policies regarding Political Ads and the way they would be handled. Among the changes are the Ad Library and the requirement of advertisers to be authorized. In some ways, this may be seen as Facebook’s move to keep Political Ads out of users’ News Feeds and to avoid renewed criticism experienced after the last presidential election.

With the 2020 election season on the horizon, Facebook added further requirements to the policy, asking even more of advertisers for the coming election season. This change also includes a heavy investment in people (read: an increase in policy reviewers) and improving its technology to “proactively identify abuse and help prevent foreign interference.” 

So – where do you start? You can tell a Political Ad from a normal sponsored post by the disclaimer: “Paid for By,” which states who has funded the ads. In a recent update, Facebook stated, “Despite [the] requirements, there are a number of cases where advertisers have attempted to put misleading “Paid for By” disclaimers on their ads.” 

In the wake of this latest round of Political Ad deception, Facebook chose to roll out further updates to the Political Ads process, requiring Disclaimer Approval and the submission of further information about the organization running the ads.

The good news? Nothing regarding the authorization process on a user-level has changed. “Confirming Your Identity” is still required for any user wanting to run political or social issue-related ads.

The not-so-great news? Your “Paid for By” disclaimer requires an extra bit of work. In addition to providing important business information such as an address, business email, and matching website, one of the following is required:

  1. A Tax-registered organization identification number (i.e. EIN)
  2. A government website domain that matches an email ending in .gov or .mil
  3. A Federal Election Commission (FEC) identification number

For SMBs or local politicians who aren’t credentialed in this way, Facebook does provide two other options when submitting Disclaimers for approval:

  1. Submitting a verifiable phone number, business email, mail-deliverable address, and a business website with a domain that matches the email; or
  2. Submitting no organization-related information. Facebook will not allow the usage of a registered organization name in disclaimers for users who choose this option.

When all is said and done, what does this do for your ads? For options 1-3, an “i” icon will appear in the upper-right corner that states this is a “Confirmed Organization.” For options 4-5, the “i” will instead read “About this ad.”

Ultimately, Facebook wants to provide users with more knowledge about who is influencing them within their social feeds. Facebook further states, “This will allow people to confidently gauge the legitimacy of an organization and quickly raise questions or concerns if they find anything out of the ordinary.

In addition to these five options, Facebook overhauled its list of social issues within the United States, narrowing them down to a set of 10. The original list was “meant to be fluid,” but was a pain point for many users who appealed wrongly flagged ads that were caught in the error net. Facebook says its authorization process will still be enforced, but ads that merely advocate or discuss social issues will not require further authorization –unlike previous iterations of this policy.

For a full list of social issues within your country, click here.

Now, you’re probably asking yourself “how does this apply to me?” If you’re looking to run ads relating to Social Issues or true Political Ads, we suggest budgeting an extra bit of time into your schedule. From experience, Facebook is reviewing every “Paid for By” Disclaimer submitted for legitimacy and will send it back for review if updates are required. The social network has even gone so far as to build a helpful one-sheeter, which can be reviewed here.

If you’re running ads outside of these categories but were flagged for social issues, our best recommendation is to appeal. If you can provide the Facebook Policy Team with legitimate reasons why your ads aren’t of a political or social nature (ie. you’re an electrician who specializes in alternative energy installations). They’re pretty good about reactivating campaigns. Remember, the Tiger Pistol team is always here to help!

Let’s talk about how our team of experts can scale your social advertising campaigns. 

Tiger Pistol Named Finalist in Street Fight Innovator Awards

Tiger Pistol Named Finalist in Street Fight Innovator Awards

Local Social Advertising at Global Scale for Fortune 500 Beverage Company Honored for Best Social Media Campaign

Tiger Pistol, Inc., the only social advertising platform that delivers local activation at global scale, today announced that it has been named a finalist in the Street Fight Innovator Awards for Best Social Media Campaign.

Tiger Pistol’s nomination was based on the incredible results achieved for a Global Fortune 500 beverage company. Among other benefits, the client’s use of the platform to drive traffic to thousands of locations worldwide resulted in a 60 percent decrease in cost per thousand impressions (CPM) in comparison to the brand’s national advertising efforts, plus a +50 Net Promoter Score among locations that participated in the program.

“We are honored that Street Fight has named Tiger Pistol as a finalist for Best Social Media Campaign,” said Paul Elliott, Tiger Pistol CEO. “The Tiger Pistol Platform is purpose-built to overcome the challenges of locally-activating social advertising campaigns at scale, and in the case of this campaign, the challenge was to engage with a decentralized, global network of independent retailers, bars, and restaurants. The result was a true win-win through local advertising – the brand achieved a higher ROI on its advertising investment, and the local businesses reaped the benefit of increased foot traffic and sales by publishing the branded ads through their local Facebook Pages.”

Street Fight magazine reports on the cutting-edge innovators shaping the future of local media, advertising, and commerce every year. The Street Fight Innovator Awards celebrate champions and innovators driving success in location-based technology, media and marketing.

Winners will be announced November 14 via streetfightmag.com, Street Fight Daily newsletter and various social media platforms.

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

Tiger Pistol Announces Yext Sponsorship, Speaking Engagement

Tiger Pistol Announces Yext ONWARD19 Conference Sponsorship, Speaking Engagement

Breakout Session to Discuss How Brands Can Effectively Take Enterprise Advertising to the Local Level

Tiger Pistol, the world’s number one social advertising automation platform for local, recently announced its official sponsorship of Yext’s annual conference, ONWARD19: The Future of Search, taking place October 29-30th at the New York Marriott Marquis.

On Day 2 of ONWARD19, October 30, at 3:45 PM, Tiger Pistol will present “When Ecommerce Isn’t Enough: Driving Local Consumer Engagement Through Social Advertising.”

“Most brands have robust national advertising campaigns, and while these are important for driving broad awareness through activation via traditional channels, they ultimately lack a local touchpoint that allows them to reach potential customers when and where it counts,” said Talia Wachtel, VP, Client Management for Tiger Pistol. “Our presentation will address the two major challenges brands face when it comes to advertising: 1. Communicating their brand message and product positioning at scale; and 2. Activating local consumers to visit their locations or channel stores where their products are sold.”

During its breakout, Tiger Pistol will cover:

  • How enterprise brands can drive additional foot traffic
  • How brands can increase awareness and reduce costs by taking enterprise advertising to the local level
  • Case studies outlining campaign success factors

“Tiger Pistol pioneered the shift from national social advertising campaigns to better-performing local campaigns from local pages,” said Wachtel. “While industry news reports show that Facebook costs are rising, with cost per metrics (CPMs) growing by 122%, users of Tiger Pistol’s platform are realizing inverse results with an overall CPM decrease of 16.50% in a YOY 2018-2019 comparison. In some instances, we’ve seen 60% lower CPMs compared to clients’ national brand efforts.”

Tiger Pistol will also provide interactive platform demonstrations at the conference.

Together, Tiger Pistol and Yext provide advanced social advertising and local activation benefits to mutual customers. By connecting their Yext account to Tiger Pistol’s platform, brands can sync their location names, websites, contact information, addresses, and Facebook Business Pages, and deploy thousands of localized campaigns across the Facebook family of applications within minutes. All location information, including their Facebook Business Pages, auto-populates in Tiger Pistol’s platform and is updated as changes occur in Yext.

To learn more about how Tiger Pistol, the world’s #1 social advertising automation platform for local, unlocks local activation at global scale for brands, resellers, and agencies, visit www.tigerpistol.com.

Infographic: Facebook Best Practices for Choosing a Call-to-Action Button

The goal of every advertisement is to drive consumers to take action. Yet Facebook offers a wide variety of calls-to-action in its advertising. Choosing the right one depends on product, audience, and objective. These characteristics, among others, need to be considered in order to figure out which one will work for what you’re trying to accomplish. Non-committal calls-to-action, such as “Learn More,” may get you more clicks, but specific calls-to-action, like “Shop Now,” tend to produce higher conversion rates, since consumers who choose to click may feel more prepared to carry out the requested action. Choosing the right call-to-action can be confusing. Use this infographic of Facebook best practices to guide you.  

Ready to unlock social advertising at scale? Contact Tiger Pistol today.

Reinventing Advertising in the Age of Privacy

On May 14, 2019 Facebook announced a set of new changes that allow their users to take more control of “Off-Facebook Activity” tracking. This change effectively includes two new changes for advertisers. First, Facebook will now expose to end-users which organizations are utilizing Facebook tools to collect data on them. This is inclusive of, “a list of the apps and websites someone visits that use our business tools such as the Facebook pixel, SDK, and API.” In addition, Facebook is including a new feature to allow its users to opt-out of off-Facebook site tracking.

Facebook has had a difficult year with continual PR challenges related to privacy, starting with the news of Cambridge Analytica, a third-party firm that gained access to the private information of nearly 50 million Facebook users.1 This data was later sold and used in ad targeting. Facebook responded relatively swiftly and moved to block third-party data input into its Platform’s advertising tools.2 This also included the CEO of Facebook Mark Zuckerburg being called to testify before the US Congress on the data breach.3

It is clear that 2019 is very much the year of privacy, as Facebook is not alone in their efforts to improve their user privacy tools. Mozilla, recently announced new user data security features to be included in their upcoming updates to their popular ‘Firefox’ web browser.4 Google, who controls two-thirds of the global Internet browser market share through their browser Chrome, announced new security and data privacy features in April.5

For digital advertisers, the attempts of browser developers and social media platforms to reduce passive user tracking may sound scary. And the changes may bring some new challenges for those who never paid the issue any mind. For the most part though, the changes should not prevent social advertisers from being able to leverage user data. The new world just means they will have to collect the data more openly.

Let’s focus on Facebook’s reasoning more specifically and look to how we as advertisers can shift our approaches to ensure we can continue to deliver results for our clients;

1. Giving people transparency and control is good for businesses.

It’s hard to argue with this logic, Facebook itself is a prime example of how a lack of transparency and control can be bad for bottom lines. As advertisers, we should be open-sharing where our data comes from. At the end of the day, targeted ads see better engagement6 – suggesting most users don’t necessarily mind seeing ads for products they are genuinely interested in.

2.  We’re showing people how advertisers use our tools.

This does mean more exposure for advertisers, but it is in the same vein as transparency; advertisers who collect data openly and use it to target relevant consumers have nothing to hide in how they use it. This is another change that will likely only hurt the bad actors.

3. This feature may impact targeting.

When someone disconnects his/her off-Facebook activity, advertisers can no longer use the data they clear for targeting. While it is hard to prognosticate how many users will clear this data, it is perhaps the most concerning of all the changes. As it means it will be more difficult to passively track some users, as they now have a means to proactively opt-out.

However, there are still many tried and true means of collecting first-party data. For one, POS and customer loyalty data, which via outside collection (read: not tracked via website behavior), is still fair game, as is any other form of active data collection that consumers may have already opted into. So long as Facebook advertisers have access to this data, we still have a way into the most powerful of Facebook’s audience targeting tools: Lookalikes.

4. Measurement will remain intact.

We can all breathe easy. While we may have to adjust how we collect data, it’s just going to take putting more effort into transparency and outside sources. Facebook is still Facebook, and advertisers we will still be able to track ROAS on our lookalike, conversion, retargeting, and whatever other audiences we can come up with.

Whether we like it or not, the digital age is evolving to be more open and transparent. As advertisers, we share in the responsibility to evolve with the times to ensure we can continue to deliver meaningful results for our clients. Not only for our bottom lines, but most importantly the consumers we collectively serve.

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.

1NY Times ‘Facebook and Cambridge Analytica: What You Need to Know as Fallout Widens’
2Techcrunch ‘Facebook will cut off access to third party data for ad targeting’
3The Guardian ‘The key moments from Mark Zuckerberg’s testimony to Congress’
4Forbes ‘Firefox Takes Aim At Google With A Bunch Of New Security Features’
5TechCrunch ‘What Chromes browsers changes mean for your privacy and security’
6Marketing Land ’10 Steps To Target And Connect With Potential Customers Effectively’

How Can My Brand Best Use Our Locations to Drive Foot Traffic or Leads Through Social Advertising?

Most brands have robust national advertising campaigns, and while these are important for driving broad awareness through activation via traditional channels, they ultimately lack a local touchpoint that allows them to reach potential customers when and where it counts. Social media enables brands to activate locally, reaching consumers on their social media feeds throughout the day- where they spend most of their time.

As a national brand, you have two challenges when it comes to advertising:

  1.     Communicating your brand message and product positioning at scale
  2.     Activating local consumers to visit your locations in their area

Facebook advertising through Tiger Pistol is built to meet these challenges. What does it look like? Let’s take a look at two examples: 1) CPG brand that sells through independent businesses, and 2) A national financial services brand that sells through sales agents.

1)    Taking a CPG brand from Global to Local:

Through a local program, locations that sell your products can advertise both their business and your products at the same time.

For example, promoting your latest product, Tiger Pistol helps scale a national campaign locally by publishing your product messaging via the individual location’s page.

global campaign promotes your product, but can only indirectly promote the locations where your consumers can actually purchase it. Consumers will need to take extra steps to discover where they can buy your product.

Turning this into a local campaign can super charge this activation by promoting sales through local channels.

Notice, the local campaign is still brand controlled, but the call to action is now local, driving sales directly to the point of consumption. This way, your marketing dollars now drive local sales more efficiently, by directing consumers exactly where they need to go to buy.

To enrich their campaigns, Creature Coffee can utilize their corporate data, such as web traffic, to their product pages to segment their consumers. Through local campaigns this data can be geo-fenced for the individual locations to leverage in their campaign targeting along with a means to show potential customers the products they are most interested in.

This same tactic can work with services too!

global campaign promotes your services, but again, imperfect for driving local action. For Insurance Co., consumers must take the steps of finding an agent to get to the point of purchase.

local campaign maintains the brand message and positioning of the service, but now consumers can engage directly with agents and submit their contact information to start the buying process more efficiently.

 

Insurance Co. can now easily funnel leads to agents by retargeting their website visitors and customer data while also capturing new leads directly in their local agent’s service area.

Both of the above examples show how a global campaign can be re-positioned to activate locally. But how do you measure success? It’s really no different at the local level. It’s simply additive by including the end-location within the strategic framework. For Creature Coffee, this means driving sales at their independent locations and measuring foot traffic. Both serve the global KPIs of promoting the Creature Coffee product and the local KPI for Joe’s Coffee Shop with happy customers right through their door.

For Insurance Co., a global-to-local campaign can measure responses both locally and in aggregate. Agents gain value with a means to be proactively involved with their individual sales processes. Through a personalized campaign using brand assets and messaging from Insurance Co. Even better, it’s a win for customers because now they can reach out to Insurance Co. agents directly to engage in the buying process.

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.

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