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.

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.

 

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. 

Pivoting to Ensure Real Estate Agent Success in Uncertain Times

Tiger Pistol and Realogy Accelerate Roadmap for Social Ad Engine, a Social Advertising for Real Estate Tool

For over a year, Tiger Pistol has provided the platform for many of Realogy’s agents’ and brokers’ social advertising needs. Social Ad Engine is built for easy publishing of best-practice local Facebook and Instagram listing campaigns. Realogy and Tiger Pistol quickly reacted to the needs of agents since the spread of COVID-19 by changing up their roadmap to focus on releasing features that help agents continue to be productive during this time.

In a recent interview with Inman, the leading independent news publisher for the residential real estate industry, Christian Russo, Senior Director of Product Management at Realogy, discussed how Social Ad Engine’s roadmap has been accelerated to accommodate the needs of agents and brokers in today’s environment, including prioritization of supporting videos in listings to show virtual tours, as well as the ability for agents to promote themselves without a listing.

“We saw a need to rapidly get this out to our agents as quickly as possible so they can leverage that new functionality and reach their community and speak to their community in a more personal way than just promoting listings.” 

Christian Russo, Senior Director of Product Management, Realogy

Click Here to Read the full article.

On-Demand Webinar: Quality over Quantity – The Changing Face of 2020 Marketing

Tiger Pistol partnered with the Incite Group and Reuters Events to share the tools and strategies of America’s biggest brands on how they are eradicating the “quantity over quality” mentality that has consumed marketing and redefined the role of the CMO. 

Throughout the webinar, you will hear how brands are quickly adapting their social advertising strategies to deliver more meaningful content to consumers during a time of crisis. 

From changes in content: 

To changes in strategy:

  • A Global Fortune 500 beverage company leveraging Tiger Pistol technology to support on- and off-premise trade customers
  • A Fortune 500 real estate services provider enabling their network of 200,000 real estate agents through Tiger Pistol to promote more relevant listing content like video and virtual open houses

You will also hear how Facebook has reinstated their role in keeping us all connected and informed in the midst of crisis:

Lastly, you’ll learn why taking a local approach to social advertising will drive better results for your brand. 

“Taking a national strategy and deploying it locally increases relevance and decreases ad costs. We’ve always known at Tiger Pistol that brands have an opportunity to see positive ROI through a global to local ad strategy. So, to all of the brand marketers out there, if you weren’t doing it before, I urge you to implement local social advertising now. Not only can you as a brand remain in the hearts and minds of your consumers, but you can also drive a positive impact for local businesses at the same time.”

– Talia Wachtel, VP Client Management, Tiger Pistol 

In the on-demand webinar recording below, you’ll hear from: 

  • Tim Rickards, Marketing Director, Acquisition & Engagement, Charles Schwab
  • Heidi Gracie, Executive Director, Strategic Marketing and Communications, Arizona State University
  • Talia Wachtel, VP Client Management, Tiger Pistol
  • Nicholas Zeisler, Principal, Zeisler Consulting

Watch the on-demand webinar now.

Ready to learn more? Have a question for Talia? Contact us today! 

Tiger Pistol Named Localogy Excellence Award Winner

Tiger Pistol Technology Creates Critical Connection Between Real Estate Agents and Homebuyers

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, today announced that it has won the prestigious Localogy Excellence Award for “Best Localized Marketing Campaign.”

“Very few industry groups understand marketing success in the local marketplace the way Localogy does,” said Paul Elliott. “Time and again, Tiger Pistol’s global-to-local approach outperforms comparable brand-level campaign executions, and Localogy’s recognition of Tiger Pistol for ‘Best Localized Marketing Campaign’ further emphasizes our category leadership and business impact.”

Tiger Pistol stood out among industry competitors based on the remarkable social advertising results achieved for a Fortune 500 real estate services provider, with a network of over 200,000 real estate agents.

The solution enables the client’s agents to easily promote their listings and themselves with auto-configured, best practice Facebook and Instagram campaigns.

“Tiger Pistol’s power lies in the ability for agents to publish campaigns directly from their own agent-branded Facebook Page,” said Talia Wachtel, VP Client Management, Tiger Pistol. “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. Tiger Pistol leverages the most relevant Facebook Ads Objectives to drive the results that matter. Our platform supports the ability for agents to publish Facebook Lead Ads, and auto-creates best practice Facebook Lead Forms that have unique qualifying questions, making it easy for the agent to launch the ad with little knowledge of Facebook ads.”

Tiger Pistol is also proud to announce that two of their partners were also honored by Localogy. Hibu, the leading provider of digital marketing solutions to local businesses across the United States, won a Localogy Excellence Award for “Most Significant Business Transformation” as the company made the titanic shift from a print and Yellow Pages-driven business to a digital marketing solutions provider, and BrandMuscle, and integrated local and channel marketing solutions provider, won “Best Go-to-Market Strategy.”

The Localogy Excellence Awards recognize organizations and individual leaders shaping the future of localization for the more than 30 million local and small businesses who depend on them every day.

Learn how Tiger Pistol unlocks local activation at global scale for brands. 

Facebook Launches Grant Program to Help Small Businesses

On Tuesday, May 17th, Facebook announced an upcoming grant program aimed to help SMB retailers during COVID-19. It will consist of $100 million in cash grants and ad credits for up to 30,000 eligible businesses. Facebook COO Sheryl Sandberg expanded on the importance of this initiative in her Facebook post:

Small businesses are the heartbeat of our communities, and many of the people who run these businesses are heavily affected by the crisis …We’ve listened to small businesses to understand how we can best help them. We’ve heard loud and clear that financial support could enable them to keep the lights on and pay people who can’t come to work.

The program is aimed to help businesses cover things like rent and operational costs, as well as connecting with more customers and keeping the workforce strong. For those interested in applying, stay tuned, as more details will be available in the upcoming weeks. You can also sign up for updates directly from Facebook here

In the meantime, Facebook has updated their Business Resource Hub with a page specific to managing and building resilience during this ordeal. It includes ideas for staying in touch with customers (like pinning your important updates) and other concrete steps for the unexpected challenges we’re facing. 

We love and support our SMBs. Tiger Pistol is here to answer any questions you may have.

Expert Take: How to Create Cohesive Social Ads

Advertisers shouldn’t let other advertisers have ugly ads. There, I said it.

These days, a beautiful ad – one that really knocks your socks off – shouldn’t be hard to come by, one would think. With the abundance of tips, tricks, and even courses on how to create best practice ads, many fall short and feel like they’re just missing that “thing.” I think we can all agree that a non-cohesive ad comes off as a hot mess of unrelated imagery, poor copy, and inaccurate or conflicting calls-to-action.

So, why does this happen? In most cases, I’ve found that advertisers want their ads to say something specific. They want their headline to be their name, their body to say something about their offer, and they may or may not even utilize the link description real estate. When it comes to imagery, it can run the gamut – from custom imagery suitable for advertising to stock imagery that’s cold and has nothing to do with the campaign.

Of course, when your hands are tied and an advertiser makes a requirement, the ads you publish on their behalf may not be up to your standards. There’s not much you can do other than provide support where you can. In these cases, I believe it’s best to drive monthly conversations about improvement and change bits of the campaign here and there when you can. Eventually, you’ll get what you want, and they’ll be even happier.

When you are in charge of content creation, be smart. Everything should come together in a harmonious way:

  • Copy should reflect the offers and business goals of the campaign. Remember the headline should hook users in and drive them headfirst into your goal. Imagery should accurately reflect the above copy.
  • Using custom imagery is always preferred, where possible. If there’s text or symbols in your image, make sure it’s in the correct language for your audience.
  • Call-to-Action buttons should also reflect the copy. If the button says “Call Now,” users expect a direct dial upon click, not to be sent to a website.
  • Bonus: Lead Forms should reflect the ad’s offer. Qualifying questions should ask questions related to the offer, and any messaging should tie back to the copy.

Just remember – you wouldn’t leave your house in a mismatched outfit, right? Don’t be that advertiser and think before you publish.

Want to learn more about best practice Facebook Advertising? Explore our resources. 

Analissa Moreno supports Tiger Pistol’s Value Added Reseller social advertising team by managing fulfillment for the Spanish-speaking portion of the portfolio, providing obscure Facebook and Tiger Pistol product knowledge to her teammates, and diving into new reporting projects across the business. Tiger Pistol  creates, deploys, manages, and optimizes high-performance Facebook and Instagram ads at unprecedented scale for global brands, SMB resellers, and agencies that serve multi-location brands.

Playbook: Social Advertising at Scale for Multi-location Brands

While some major platforms have begun to offer advertising objectives that align with local needs such as calls or visits, none come close to the easy, effective tools Tiger Pistol provides to activate and manage your multi-location brand’s social advertising at scale.

Unlocking Local Activation at Scale is the social advertising playbook that reveals just how simple and efficient Tiger Pistol’s social advertising platform makes it for multi-location brands to onboard and empower their local stores or channel partners with brand-approved, best practice, Facebook and Instagram campaigns — all customized for their local audiences.

Ready to streamline your time to results?

CHECKLIST: Avoiding Bogus Leads from Facebook Ads

“Leave me alone.”
“I’m not interested.”
“Who are you?”

Like a discordant refrain, these familiar phrases can feel like they’re playing on loop when following up with potential customers generated from Facebook Lead Ads. Bogus or misleading leads are a huge complaint among advertisers, but there are a few common and useful steps an advertiser can take when building Lead Generation Ad Campaigns to curb the occurrence of false leads.

Certain aspects are out of our control from the advertisers’ end, such as trusting Facebook users to enter correct and non-misleading information, but armed with this handy checklist, you can audit your lead gen ads, making improvements to stem the tide.

☐ Add additional qualifying questions

When trying to differentiate between the good, the bad, and the ugly, especially when it comes to your leads, adding an extra layer of protection goes a long way. One of the best and most highly recommended steps would be to add qualifying questions to your lead form. This helps ensure that the Facebook users who are responding to your ads are doing so in good faith, helping you easily separate leads who appear to have an actual interest in your product or service from leads that are clearly bots and window shoppers.

☐ Provide several responses a user can select from

This step ties directly into the first tip we just discussed, “adding additional qualifying questions.” By giving users a checklist of preset answers to select from when responding to your qualifying questions, you can help yourself later on down the road as you filter and prioritize leads who have shown interest but might not be ready to, “pull the trigger,” or for that matter, “load the gun.” Here’s what prefilled options could look like on a real estate lead gen ad form:

☐ Optimize your ad copy

Consider your ad copy your first line of defense against users who might just be “clicking to click” out of sheer curiosity.  Clear messaging that calls out variables like cost, location, or time-sensitive offerings can help ward away non-buyers and bots alike, instead drawing in serious prospects who you’d want to follow-up with.

☐ Narrow Your Target Audience Focus

Reduce your bogus lead rate with better targeting through lookalike audiences. This robust tool in Facebook’s advertising apparatus can help you help yourself right out of the gate.  Being able to hone in on the audience for your ad campaign clears the cobwebs before they’ve even been spun. Using your existing customer base and then generating a lookalike audience based on that list can focus in on Facebook users who are most likely to turn into offline conversions.

☐ Lead Follow-Up

While not pertaining directly to the ad structure, proper follow-up is one of the most critical and overlooked steps of all. Delays in outreach can cause users to rethink (or even forget) their interest in the product or service being offered. Rapid response to your ad’s hand-raisers can be the catalyst that propels an opportunity forward or severs the relationship forever.  The sooner you follow-up, the more likely a user’s attention stays focused, allowing you to gain valuable insight and build the relationship necessary to move the conversation along towards an offline sale.

Facebook’s release of Lead Generation Ads in October 2015 changed the game for advertisers who use their platform, and since launch, a number of best practices for Facebook Lead Gen Ads have surfaced. Having users within the targeted audience provide detailed information such as, a name, a phone number, as well as an email address greatly increases the seller’s ability to, “cut the fat,” so to speak, and focus their time on outreach to those who have expressed interest directly rather than just counting on data collected after a campaign has concluded. By following the steps outlined above, you won’t just be “cutting the fat,” but providing yourself with the leanest, meanest Lead Gen Campaigns out there.

Ready to learn more about running quality lead generation ads at scale?  Contact us today!

Justin Chavolla is a client success specialist for Tiger Pistol.  Originally from the San Francisco Bay Area, he moved to Austin 4 years ago. Justin takes his passion for helping others and couples it with his constant curiosity of figuring out how things work. He brings his enthusiasm to Tiger Pistol, where he is able to help our clients succeed and better understand the platform.  As an avid fan of combat sports, when he is not at work you can catch him at the local boxing gym constantly trying to improve his skills.