Playbook: Social Advertising at Scale for SMB Resellers

When it comes to selling your social advertising program to independent and affiliated local businesses, SMB resellers need a both simple method to onboard customers and an easy, efficient method of setting up and publishing campaigns.

Unlocking Local Activation at Scale is the social advertising playbook that reveals how you can get to market quickly with ability to connect individual location pages at scale through an automated, low-touch process plus everything you need to consider to effectively sell and support social ads for your customers.

Playbook: Social Advertising at Scale for Agencies

Tiger Pistol enables social advertising at scale for digital agencies through an innovative approach to social ad fulfillment. By combining turnkey solutions with smart automation, we’ve made it simple for an agency to build a best-practice social advertising program that is both profitable for you and your clients.

See how your agency can simplify onboarding, connecting individual location pages at scale through an automated, low-touch process, then create, distribute, and publish brand approved campaigns to hundreds or thousands of locations in just minutes with high quality and low risk of errors.

Increase Local Food and Product Delivery Orders with Facebook Ads

Online to offline activation has always been a unique challenge for quick serve restaurants (QSR) and consumer product (CPG) brands who want to reach the millions of consumers on social media, but also need to compel them to buy from a brick and mortar location. The recent business challenges brought forth by the COVID-19 pandemic have suddenly made the second part of the online to offline funnel quite difficult. Though this does not mean QSR and CPG brands do not have options. 

Recent innovations with app delivery services were already moving in to help middle man the online/offline divide by connecting consumers with delivery contractors to deliver food. With more people staying home, but also still needing to eat, one might expect delivery demand to be on an upward swing in the coming months. So what does local social look like when you can’t rely on driving footfall to a brick and mortar location, but also still need to generate ROI for your multi-location QSRs or CPG clients?

It’s simple really: 

  1. Hyper-targeted local ads for every one of your locations, reaching users in the immediate vicinity within delivery range.

  2. Campaigns are published through the local stores Facebook Page, but direct users to order through the delivery service.

  3. Deliver increased sales for the store location, while also promoting the brand’s products, by driving consumers right to the point of sale. 

 

The strategy, while simple, rests on execution. Reaching consumers with highly-targeted, local ads is not easy to do at scale. But the extra effort pays big performance dividends. By publishing unique campaigns for each location, focused on their unique sales area, and through their local pages, you gain the benefits of locality.

First, you deliver a more relevant ad to the local consumer; they see an ad from a local business profile in their neighborhood. This is important, whether you are working with a chain or independent businesses. You want to be serving an ad to consumers that feels like it’s from their store – their favorite taco shop or their community drugstore, and not some far off product or brand. That familiarity with ads plus the ability for users to jump straight into the ordering experience is a potent combination. It’s an approach the Facebook bidding system likes too, because more relevant ads often cost less to deliver.

At Tiger Pistol, we partnered with a quick service ice cream shop and a delivery service to fulfill local campaigns. Ads were geo-targeted for the delivery partners and restaurants combined sales area. The creative of the ads focused on the individual store and their food offerings, but each ad’s “Order Now” button drove to the delivery partner’s online ordering page for the store. This national-to-local partnership approach resulted in an increase of customers who clicked through to order by more than 620%, increasing sales, and driving desired outcomes for both partners. Being able to deploy robust local ads quickly, with a means to rapidly direct consumers to the point of purchases remotely, is not only a strategy for the challenges of today, but more importantly, a future-proof strategy as more consumers move their buying habits to fully digital.

Webinar: Quality Over Quantity – The Changing Face of 2020 Marketing

As a marketing leader, you’ve probably been pummeled with the phrase “quality over quantity.”  The days of spray and pray are over, but that doesn’t mean you can’t be strategic at scale. 

Tiger Pistol is partnering with the Incite Group to bring you the live webinar Quality Over Quantity – The Changing Face of 2020 Marketing. Tiger Pistol’s Talia Wachtel, VP of Client Management, will discuss: 

  • How localization drives social ad relevancy, increasing desired outcomes and decreasing cost of advertising
  • How a global-to-local approach can bridge the gap between national advertising and local activation
  • How creating a symbiotic data-sharing relationship between a brand and its local partners can better activate the power of local campaigns and drive big goals at the national level

Talia will be joined by 

  • Tim Rickards, Marketing Director, Acquisition & Engagement, Charles Schwab
  • Heidi Gracie, Executive Director, Strategic Marketing and Communications, Arizona State University
  • Nicholas Zeisler, Principal, Zeisler Consulting
Quality Over Quantity – The Changing Face of 2020 Marketing
Wed, Apr 1, 2020
9:15 AM – 10:00 AM PST

Register now and you’ll receive a link to join live. Alternatively, registrants will receive the recordings, so you can watch in your own time. 

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?

SMB Resellers and Agencies: How to Make the Most of the Conversions Objective

Whether you’re an agency or an SMB reseller that delivers ads for small businesses, you’ve probably heard about Facebook’s Conversion Marketing Objective. Perhaps you have been wary of trying it out, or maybe you’ve tried it and found yourself navigating the difficult choice of what exact type of conversion to optimize for. In either case, Facebook’s Conversion and Attribution measurement tools have received numerous additions and refinements over the last few years, and the value advertisers derive from these improvements has specifically sparked popularity for the Conversions Campaign Objective, which optimizes the delivery of your Facebook Campaign specifically towards a conversion event, rather than say, a website click or person reached. 

ROI is, of course, the ultimate goal of any advertising effort, so one might naturally ask, “Why would I ever choose an objective that’s not conversion optimized?”, or even “Why would I choose to optimize towards anything but purchase conversions?” It turns out the latter is the more complicated question, but one you can answer when armed with the right information. It all has to do with how Facebook’s ad bidding works, which involves a combination of factors: your advertiser bid, estimated action rates (i.e. how your target audience responds to the ad), and overall ad quality. As Facebook notes, “together, estimated action rates and ad quality measure ad relevance. In fact, we subsidize relevant ads in auctions, so more relevant ads often cost less and see more results.”

Let’s think about what this means in the conversions context, using a simple example of a local golf supply shop with an online store on their website. Naturally, they want to move as much product as possible, and focus their targeting efforts on people interested in golf. So they set up a Conversions Objective Campaign targeting people interested in golf. Let’s set aside for a moment the question of which conversion event they should choose. Instead, let’s first illustrate how optimization works between the Facebook objective and target audience:

Breaking this equation down, first we have our target audience, a combination of the golf store’s sales area and customer base, or simply “people interested in golf.” A lot of people on Facebook are likely interested in golf products, but only some of them probably use, buy, or browse products regularly. This is where Facebook’s optimization comes in to help, as it tries to identify those users in the pool of people “interested in golf products” who are likely to take the chosen action of the Facebook objective. 

In this example, we have chosen the Conversions Objective, so you can think of it as a hierarchy. We want people interested in golf, who are likely to convert. Another way of thinking about it is this results in a smaller pool of users that becomes our “real” or ideal target audience – the “convertors” among those interested in golf. This leads us nicely back to the question of the conversion action to optimize for, as this will modify who Facebook identifies as the most likely to take the conversion action in the “convertors” group. 

Facebook’s own provided guidance on the matter is as follows: “We recommend optimizing for a conversion that occurs at least 100 times per month without running any ads. If your website doesn’t get at least that many conversions without ads, it’s very unlikely that we’ll be able to find enough converters through ads for your ad set to be successful.” Additionally, they also note that purchases are the “rarest type of conversion” Or perhaps, more precisely said, typically the most expensive type of conversion.

In the end, it all boils down to Pixel data and which actions can be tracked on your website through the Pixel. Facebook’s guidance recommends that you should only consider the Conversions Objective if you have a history of 100 Pixel fires on “page view,” “add to cart,” and similar type events. This context helps us in selecting conversion events, but what about the strategic decisions, especially for an SMB who has a more limited advertising budget?

The key is to adapt and learn. For an SMB with website traffic in the low thousands per month, you likely won’t have enough purchase actions tracked on specific products to reliably optimize “purchase” events right of the gate, and you may find that even if you do, it’s still not as cost effective as optimizing toward more common conversion events, like “view content,” “add to cart,” or “add to wishlist.” For example, “add to cart” instead tells Facebook to look for users in the “interested in golf convertors” pool who are showing purchase-intent behavior, as opposed to verifiable conversions, like “purchases.” Remember, there are always going to be less purchasers relative to more common conversion events, unless of course your business’ conversion rate is 100% (wouldn’t that be nice?).

When optimizing towards people showing purchase intent, you are potentially gaining more cost effective targeting, as those users will be easier to reach, because, of course, these are not exacting parameters. Maybe I, for example, viewed a golf product on a big box store’s website and opted not to buy the product after adding it to my cart. Perhaps, I simply forgot to checkout or changed my mind at the last minute. The Facebook Pixel captures this behavior and recognizes me as one of the users showing purchase intent on golf products. Maybe when I see an ad for the SMB golf store, I like the price or the quality better, and opt to purchase from them immediately. The golf store just got a lower cost conversion by optimizing towards purchase intent. 

The possibilities are infinite, but it is important to keep in mind how Facebook’s optimization and objectives work when making these decisions. There is never going to be a “one size fits” all approach when it comes to choosing the right conversion event to optimize for, but through smart data analysis and guided testing, you can make the Conversions Objective work for just about any business with a website with a bit of traffic. 

Learn how Tiger Pistol puts the Conversion Objective to work at scale. Request a Demo 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. 

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

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

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

As Advertisers, why should we care?

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

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

What are the Elements of a Successful Stories Advertisement?

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

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

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

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

 

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

 

 

 

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.

How to Localize Social Ad Creative for Your Restaurant Brand

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

Creative that’s On-Brand, Every Time

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

Best-practice Localized Social Ad Creative for Restaurants

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

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

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

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

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