instagram-direct-ads

New Direct Response Ad Options Within Instagram Stories

Instagram Stories is Facebook’s most successful Snapchat imitation - the other two less successful ones being WhatsApp Status and Facebook Stories. We'd seen stats around the end of April that showed Instagram stories hit 200 million daily active users surpassing Snapchat’s.

If you noticed, towards the end of last year, we had started seeing stories with the ability to swipe up for more information. Facebook had rolled out the ability for select profiles (verified profiles and profiles with more than 10k followers) to insert links in their Instagram Stories. These links came as a swipe up to  “See more” feature and according to Facebook reports, almost a month after the launch, they recorded that 15 to 25 percent of the people who saw the links were swiping on it.

With all this, it made total sense to see that Instagram Stories is starting a gradual roll-out on direct response ads worldwide.

This would allow brands and small businesses that haven't quite gotten enough following or the blue tick have a go at reaching a wider audience with specific CTAs per campaign objectives.

These ads would appear between stories as a single vertical photo or a vertical video of up to 15 seconds in length and would look basically like the "See more" feature above except with different Call To Action prompts. The expected Call To Action prompts include:

  • Apply Now
  • Book Now
  • Contact Us
  • Donate Now
  • Download
  • Learn More
  • Send Message
  • Request Time
  • Start Order
  • Shop Now
  • Sign Up
  • Watch More

WHAT DOES THIS MEAN FOR ADVERTISERS?

  • An extra channel to test efficiency in running conversion campaigns for your brands
  • Small business who already use have been using stories organically and getting results have a chance to scale up significantly

HOW TO CREATE ADS ON INSTAGRAM STORIES

To create ads on Instagram stories; you can use Ads Manager or Power Editor. Please note that only 9:16 vertical images and video can be used for ads on stories, and will only be run on Instagram.

In Ads Manager:

  1. Go to Ads Manager
  2. Click Create an Ad
  3. Select the Reach, Video views, Conversions, App installs or Traffic objective
  4. In the Ad Set section, click Placements
  5. Select the Edit Placements, then select the Instagram placement
  6. Click Stories
  7. Follow the rest of the steps to continue building your ad campaign
  8. When you're ready, click Review Changes to publish your changes

In Power Editor:

  1. Go to Power Editor
  2. Select the Reach, Video views, Conversions, or Traffic objective
  3. In the Ad Set section, click Placements
  4. Select the Edit Placements, then select the Instagram placement
  5. Click Stories
  6. Follow the rest of the steps to continue building your ad campaign
  7. When you're ready, click Review Changes to publish your changes

Ads in Instagram Stories use the same targeting and measurement tools as ads that run in Feed on Facebook and Instagram. You can capture audiences who have seen ads in their stories and target them on Facebook or Instagram feed. You can also run stories ads targeted at audiences that have seen your ad on Facebook or Instagram feed.

Can't wait to see the first set of brands and businesses that would be trying this out. What do you think?

 

 


beginners guide to Facebook advertising

New Facebook feature lets you share ad previews with clients seamlessly

We recently spotted a Facebook ad preview feature on the ads manager dashboard. Along with other new changes, but this seemed most useful at the time.

One of the most common requests clients have when running ads is to know how it looks. In some cases, clients actually want to see the ads on their timeline the way a user sees it, but we'd not address that today. This new feature provides a sharable link. Clients can follow that link to see what the ad looks like on Facebook, Instagram and the audience network. Pretty cool.

How to get sharable ad preview link on Facebook

Open up the ads manager and navigate to the specific ad you'd like to share. Select the ad with the checkbox to the side, then click preview like shown below

fb preview step 1

 

On the popup that you get, click on the top right link button and select share a link as shown below

fb preview step 2

The next popup shows you a sharable link you can give to your client. Here's the link generated for this post - http://fb.me/1XEh54rjZYi74Ji. This link can also be passed on from the client to his management tea, for example. Here's what the client sees on their end.

fb preview step 3

You'd notice Facebook also gives them the opportunity to opt-in to see the ad in their newsfeed. I think some of us here will relate to the joy of knowing your clients can see their own ads.

I hope this makes your job a little easier now. So next time you get that call saying, "I can't see my ad! How do I even know what it looks like?" Well, here's your response.

 


Google-data-studio

Google Data Studio - Free reporting dashboard for freelancers, agencies

In my 5+ years in digital marketing, I've always hated one task, reporting. And not because the reports weren't rosy, no. Mostly because the amount of time it takes to generate these reports drives me mad. And the thought that I have to do this every week...? God help me.

But project reporting is a necessary evil. It helps guide decision making, marketing optimization and tracks progress. So the next question was always "how do we automate this?". A simple Google search turns up hundreds of paid solutions, but who needs to spend more money on yet another platform. It's at this point that the Google Data Studio comes in.

What is Google Data Studio

In a nutshell, Google Data Studio helps you visualize reports and provides free unlimited usage as of the time of this writing. You can also connect with most Google products including Firebase, Google AdWords and Analytics to automate data reporting.

What this means is that when running AdWords campaigns for clients for example, you can share a unique dashboard URL. The client simply needs to access this URL and see real time reports on their ongoing ads. Here's an example

This gives you an idea of how much detail can go into this real time dashboard. And the good news is, because there are so many data connection platforms, you can create reports like this for almost anything. Here's one from Google on a TV campaign performance

 

So what does this mean for the average marketing professional?

  • If you're working on the brand side, you can create unique dashboards like these for management. You'd never get asked to create impromptu reports again (hopefully) :D
  • If you're working for an agency, you can have each account manager tasked with creating dashboards like these for every client they manage. Now if the client needs to know what's happening around 12AM (like some of them do), they don't need to call you anymore. They have a real time dashboard to take care of all their needs
  • If you're a freelancer managing multiple client ad campaigns... you figured right? Create a dashboard for each client
Bye bye to manually generated reports! Create real time dashboards with Data Studio :)Click To Tweet

I've tried this out myself and I must confess, it helped me too. I immediately got some insight being able to see all the data all at once. And if you're wondering if this works for Facebook too, yes it can, with some tinkering and (unfortunately) human intervention.

Already using the Data Studio? Let me know what you think, drop a comment below.


beginners guide to Facebook advertising

How I reduced Facebook cost per result by 30% with a Facebook split test

Every once in awhile, Facebook releases a new feature. Most times, these roll out for the social network, but the ad manager is never left out for too long. A while back I started noticing the "split test" check box on the ad creation screen, and so I tried it out.

What is an AB Split Test?

An A/B split test is simply comparing two variations of the same thing. On your website, it might be changing the register button from green to yellow. On your AdWords campaign, it might be varying the title and keeping the body text the same. But the common theme in most AB tests, is that a single element changes.

It's also possible to test multiple elements, which we refer to as multivariate testing. Multivariate tests are more complex, so we wouldn't be covering them today.

If you're not AB testing, you're leaving money on the tableClick To Tweet

Why is the new feature important?

Seasoned marketers have always run split tests on Facebook for years. So what makes this feature so different? In the past, when you ran a split test, there was no real guarantee of an overlapping audience. Simply put, if I run a test for Advert A and Advert B, there was no guarantee that user A wouldn't see both. And this possibility ruined the entire scientific approach towards AB tests. With the new Facebook Split Test feature, Facebook will ensure a proper audience split, meaning that user A only got to see Advert A.

How I got a 30% lower cost per result

The goal of my test was to determine which of two age groups responded better to my adverts. So I create my Facebook campaign testing audiences. One audience targeted an age bracket of 21 - 30, and the second targeted 31 - 45. The adverts for both audiences remained the same.

Split test results

After running the ads for 2 weeks, I came up with a cost for audience 21 - 30 that was 30% lower than the second group. What this means is that at the same ad spend, if I was to get 1,000 users, I was now getting 1,300.

What can you split test on Facebook?

You can test any of the following Facebook goals

  • Traffic
  • App Installs
  • Lead generation
  • Conversions

And any of the following elements can be test variables

  • Target audience
  • Delivery optimization
  • Placements

The thing to keep in mind is that AB tests cost you nothing, but can save you a lot. If you do not AB test, you're certainly missing out on better results and lower costs. So checkout the Facebook Split Test details page and start testing away.

Marketers should keep in mind is that AB tests cost you nothing, but can save you a lotClick To Tweet

If you've already run a few tests in the past, be sure to share your insights with us in the comments below.


askosaze

#AskOsaze kicks off this week! Get answers to pressing questions

It's been a long time since we had this planned, but procrastination is a b** :D

My name is Osaze, and I'm an editor at Localized Digital. I've been into online marketing for about 5 years now. Worked with major brands and small SMEs alike. I have trained on many platforms including Google, Wild Fusion Digital Center, and personally on a freelance basis.

I'd love to answer any questions you might have that are marketing related.. so go ahead and ask anything, I'd be happy to post responses every week.

You can tweet the question at me, or just post a comment here. Alternatively, you can send a mail to osaze@localizeddigital.com

Tweet a question @ososoba to #AskOsaze anything on Digital Marketing.Click To Tweet
go-big-or-home

GO BIG OR GO HOME: Social Media in Nigeria

According to old fables, Nigerians are always late to everything, hence the evolution of the phrase ‘African time’. But that’s not what this article is about.

Due to our late adoption habit, Nigerian brands shunned the need for a social media presence while brands in other parts of the world were already utilising this gold mine.

Finally, we woke up to the reality and almost every MAJOR Nigerian brand has social media accounts. From telcos to FMCGs to banks, Nigerian brands are making a major headway in communicating with their consumers via Social Media.

We finally decided to go where the consumers are which is online.

Some of these social media accounts are being managed properly, while other are downright lazy. Responding to every customer complaint the EXACT same way (yes GLO, I’m looking at you ?).

As a community manager, I know the pressure that comes with balancing youthfulness and brand identity while engaging with the online community. You have to think twice (maybe three sometimes) before responding to tweets and comments on the company's account. Remember the social media manager for Tecno Mobile who went on and on about her break-up on the company’s social media account. She must have been very heartbroken ?

But who's getting it right?

A Nigerian ‘brand’ has successfully struck that balance (I FOUND GOLD)

I don’t even know if they can be categorized as a brand, but I’m talking about EFCC. Yes, you heard me Economic and Financial Crimes Commission.

Who would have thought that such a strict and ‘serious’ brand can have an AMAAAZING sense of humour?

I was really intrigued by their recent popularity and I decided to do a little digging.

The era of their famous clapbacks started in mid-November 2016. Before then, they were just a boring Nigerian government agency with a twitter account ?

The EFCC Transformation

But now, the transformation is EPIC!

They have successfully increased the brand’s affinity and online sentiment score just by humanizing the brand.

I don’t have statistics but I can guess that most of their 106k followers are there for the clap-backs and witty responses. The fun, yet firm way they communicate and pass their message across.is exemplary.

Shocking, but EFCC is killing it right now on social ?. Nigerian brands should watch and learnClick To Tweet

Some learnings from EFCC’s official Twitter account:

  1. People might follow you for the funny stuff in the beginning but eventually they will gain interest in your content and inadvertently increase your brand visibility and impressions.
  2. If you are going to be on social media as a brand, you had better be flexible or just leave that space for the fun people.
  3. The trend might not be yours but if you are going to jump on it, do it FAST. Who knows, it might just belong to a competitor.
  4. The online community only engages with your content when it interests them. Even if you have a message to pass across, let it be subtle.
  5. Bullies are everywhere online especially Twitter, put them in their place without being rude.

Note: if you know the person handling their Social Media, I’d love to meet him/her. I’m a BIG FAN!

Thanks for reading. Kindly drop a comment


Facebook Ads now accepting Nigerian Naira Payments

Anyone in the digital marketing space would know that this had become a huge problem for brands and clients. Dollar ad accounts didn't make it easy at all for us to make payments. First there was the $100 restriction by banks on their cards, which meant that paying $500 needed 5 cards! Just last week, I had to somehow get 30 cards to make payments online.

But thanks to a tip from Subomi Plumptre of the Facebook group "Silicon Africa", I got a tip that Facebook might have started taking Naira payments. Sure enough, tried it out just now and I have a N100 balance on my account.

Start paying for Facebook ads in Naira instead of Dollars! Check this post out to see how it worksClick To Tweet

How it works

1. You'd have to create a new ad account that is naira denominated. If you have a Facebook business account, this should be easy. Just setup a new ad account and choose the Naira option.

naira account setup

 

2. When you get to the payment method modal, be sure to select PayU as the payment method.

payment method

 

3. Once you have this selected, proceed to enter your card details. PayU accepts both MasterCard and VISA debit cards. The only catch is the 3DS screen that comes up. If you've shopped on Quickteller recently, you'd likely be familiar with it. For MasterCard users, you'd need to put in your one time OTP to complete the transaction. Here's what that page looks like

3DS

money added

A few things to note

  1. Naira payments have to be prepaid. You wouldn't be billed as you go, rather, you'd fund your account and then run it from there
  2. Your Naira account isn't a dollar account that has been converted to Naira, so no DCC issues with the banks are encountered
  3. Still based on the previous point, your campaigns are now directly charged in Naira. So if you were using $1 / click before now, don't convert and assume it'll be N500/click or N320/click, you'd need to check to see what your new charges are like. Once you have this, you have a baseline moving forward

Google alerts

Using Google Alerts for your brand and getting the best results

Google Alerts is a special feature from Google that gets personalized search results delivered to you. Typically these search results are gotten from keywords that you want Google to help you track online.

Google Alerts is one of the most versatile online tools. It allows you to listen to conversations you may not be aware of. Conversations that involve you or your brand (and maybe even your competitors). As you manage your online presence, it’s important to listen to what people are saying and how they are saying it.

You want to know if other sites are linking to you, quoting you, supporting you, or complaining about you. You want to know what your competition is up to and how they are faring. Enter Google Alerts, the free online tool that lets you track keywords and phrases effortlessly so you never miss another important conversation.

As a business owner, you can use Google Alerts to keep tabs on who’s mentioning you, your product/service, or website. You can also use it as a sort of writing prompt. If you set up alerts for specific keyword phrases related to your niche, you’ll see results from others and can get a feel for what’s being talked about. You can build on those ideas or maybe see what’s missing and fill in that gap with your own article.

Another way Google Alerts can help your brand is by stalking your competition for you, You can get first-hand updates on what your competition is up to and be proactive. It will also help you know when a rival brand is rapidly gaining more traction than you are.

Enough of the intro, let’s show you a step by step approach to creating a Google Alert!

A step by step guide to creating Google Alerts

Google Alerts

Step 1: Go to http://www.google.com/alerts/

Step 2:  Sign in if you have a Gmail account. If you don’t have a Gmail account, you can just start filling out the Google Alert form.

Google Alerts

Step 3: Enter the search terms you want the Google Alert to track, separated by commas. You can edit this later if you find you have too many or too few terms. If you’re not sure what to track, start with your name and your blog’s name. You may also want to include keyword phrases related to your brand and your niche.

Step 4: Choose the type of results you want Google Alerts to find and share with you. You can choose from the following:

  • News
  • Blogs
  • Video
  • Discussions
  • Books
  • Everything (so you can track it all)

Step 5: Choose how often you’d like to receive your Google Alerts. If you’re tracking a timely project or news story, you may want to choose as it happens. But if you’re just keeping tabs on something that mildly interests you, but isn’t critical, you can choose once a week.

Google Alerts

Step 6: Choose how many results you want to get. You can receive “only the best results” or “everything” depending on your needs.

Step 7: Choose where you’d like the Google Alerts delivered. If you have a Gmail account, you can receive them via gmail. If you’d rather not, you can receive them via RSS or another email account.

Step 8: Click the Create Alert button and finish.

That’s all you need to do. I find it amazing that this feature is free!

Extra tips on using Google Alerts

There are a few simple tips that can help you refine your results on Google Alerts. These tips also work while searching on Google. To show these tips, lets start with a simple search for the keyword "digital marketing". Here's what I see

digital marketing

 

Including more relevant results:

Use the '+' character to only get results that include a particular word in your search. Here, I'm going to try "+nigeria" notice how the results change to show articles related to Nigeria

 

Eliminating irrelevant results:

What I'm going to do next is eliminate irrelevant results showing up here, for example, the results about sports and beer. So I'm going to include "-sports -beer" in my query. Here's the result of that

digital marketing and nigeria minus sports and beer

 

Now we have a much more relevant stream of results. You can continue with this process and keep fine tuning the results you see in real time. Last tip

Get more precise with your base keyword:

When you put in a keyword like your name, take mine for example Osaze Osoba, you ten to get topics that have both these words in their content, irrespective of arrangement. Here's an example:

osaze osoba

 

In this case, the last three posts have shown up simply because they have the words "osaze" and "osoba" in them. But obviously those guys aren't me. So to fine tune this result, I'm going to type in "osaze osoba" with the quote marks instead. Here's what happens

osaze osoba phrase match

 

Notice how all irrelevant results are now taken out? For a result to show up now, it must contain exactly Osaze Osoba in that order. This is called phrase matching. You can use it in filtering out a lot of irrelevant results.

Go ahead and try this out, especially for your name and the name of your brand, it could provide a lot of insight on the kind of content being published about you online. Let us know in the comments box below if you're facing any issues refining your results.


mobile apps for monitoring ads

One easy way to keep track of Facebook / Google marketing this holiday

Its that time of the year again where we all head back to family. At least for some of us. Agencies will soon be resuming skeletal services, brands will be closing. Some services though, will never shut down, like where I work and that's just a bummer. But for the rest of the world, things are winding down to a slow drive.

But that doesn't mean that everything will end. Marketing campaigns still have to be run, ads will have to be monitored, and someone still needs to keep an eye on ongoing costs. As at this time last year, I was home, but never out of arm's reach of my laptop. I had to be on a lot of campaigns to ensure the brand goals were still on track. It was kinda a lot of stress.

Managing from your mobile

Good news is, both AdWords and Facebook have mobile apps that let you monitor and manage your campaigns. And although these apps have been around for a while, they've not always received proper recognition.

Managing AdWords on iOS & Android

The AdWords app is quite useful in keeping an eye on your display, search and YouTube campaigns. You can download the app for Android and iOS.

Managing Facebook Ads on iOS & Android

The Facebook Ads Manager app will let you monitor and create new ads to reach your Facebook audience. It is also available on Android and iOS

Staying online with Facebook / Instagram / Messenger communication

Customers will certainly still be in touch over this period. For some services, even more so due to the seasonal need of some products / services. So its is equally important to ensure that you're reachable in moments where customers try to communicate with you. And like we mentioned in our previous post on the updated Pages Manager app, you can do all this from there. Simply install on iOS & Android to keep tabs with customers

Hope this helps you with your marketing campaigns. Enjoy your holidays!


facebook pages manager

Manage Facebook, Instagram & Messenger communication in one app

For most social media managers, managing cross platform communication is a struggle. I know because I sit next to one all day. Miss a message and you could have a PR disaster by morning. And so these hard working individuals need to check every platform every time, which is time consuming.

However, that's about to end, at least with 3 platforms. With the new release of the Pages Manager app, you can now seamlessly communicate with fans on Facebook, Instagram and Messenger. Saving you tons of time and energy switching between platforms.

Facebook, Instagram & messenger inboxes

You can reply to Facebook interactions and Instagram comments directly from the updated inbox. Simply tap on the content you want to answer and reply like illustrated below.

reply to Facebook, Instagram and Messenger comments

Using the updated Inbox

Getting started with the updated inbox is quite easy. Simply follow the illustrated steps below.

getting started with Pages Manager

 

You can also get basic profile information of your customers. Just tap on the customer and see any publicly available information before responding! This will easily give you more context on how best to respond to each case.

I think this is a great addition for most social media managers. It also helps SME owners consolidate support to just one app. Sweet isn't it? Download the app for iOS and Android.

Let us know what you think in the comment section below