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We aim to get you caught up on what you might have missed in the week with our Friday Reload. We summarize and cut through the fluff to just give you the information you need. Today celebrates our 4th Friday reload which means our first month full of recaps!

If you enjoy the Friday Reloads then sign up for our mailing list. We have a special offer coming soon that we don’t want you to miss.

For the week of May 2nd, 2014

The 4 Best Ways to Target Your Customers Using Facebook Custom Audiences

Facebook Custom Audiences are widely regarded as the best-kept secret of Facebook‘s advertising platform. The main reason is that they allow you to reach people who are already customers or email subscribers. In this blog post, we will go over 4 different ways you can target your customers or email subscribers using custom audiences. If you’re aren’t sure what a Customer Audience is or haven’t used one before, don’t worry we’ve included a quick explanation and guide in the post.

Twitter Rolls Out Website Cards

Twitter has released the Website Card. The Website Card allows advertisers to easily surface website content within a Tweet and drive traffic to any page of their site.

This card allows users to easily discover interesting content while giving advertisers the ability to drive a higher volume of URL clicks since users are able to preview an image, related context and a clear call to action in their timeline before tapping.

Twitter has reported higher engagement, CTR rate, and lower CPC compared to tweets with simply an image and a link. Citrix reduced CPC rate in testing by 92% and Betabrand by 85%.

Between the Website Card and Lead Generation Card I predict more and more marketers testing out Twitter Advertising.

3 Secrets to a Good Campaign with YouTube Advertising

Jake Larsen of Video Power Marketing had a recent post where he shared results from a Trueview advertising campaign. It’s worth noting it took 3 months to generate a ROAS. The campaign now earns close to $7 in revenue for every $1 spent on YouTube advertising. He shares a few tips which I’ve summarized below.

1. Have a Great Hook: You need the people who are possible customers to keep watching you. People who aren’t possible customers are gonna skip it no matter what. How you keep the possible customers watching is what makes a great campaign.

2. Targeting: You can target any demographic you want. It is also possible to place your ads on certain YouTube channels and videos. So go ahead and take your ads and put them on your competitor’s videos. You can literally hijack traffic and customers from your competitors.

3. Clicks: People do not realize about the YouTube ads is that they are clickable. If you click them, people will be brought to your site. The most beautiful part is, you do not pay for clicks, you pay for views. With Trueview you are begging these people to click. As long as they click before 30 seconds, you get them onto your website, for free. I will say that again for you… Free.

Gideon Shalwick brings up a good point about the ‘free clicks’ in the comments. He is quoted below:

Are you sure about the free clicks though? How do you track this? I mean, it makes sense to me, but I also wonder what happens after someone has clicked on the TrueView ad, visited your site, and then returns to the original video? I guess they then still have the choice to watch the rest of the ad, or are they can click on the skip button.

YouTube Advertising is still pretty murky waters for most advertisers.

CTRs for Skippable Video Ads

While on the subject of Video Ads, Marketing Land published a post revealing CTRs. The surprise? CTRs for skippable video ads fare well compared to non-skippable ads.

Skippable linear video ads had CTR of 1.50%, while interstitial skippable ads had engagement rates of 1.41 percent. Also worth noting: Click-through rates were lower for both skippable and non-skippable ads that were longer than 30 seconds. The highest CTRs (2.5 percent for non-skippable, 1.9 percent for skippable) were seen on ads that ranged in duration from 16 to 30 seconds.

Conclusions? Skippable ads aren’t a bad thing but shorter is better for CTR. Plus the sweet spot for Ad Frequency is 6-10 at 1.5% compared to 1-5 at 0.9%.

Facebook Announces Global Rollout of Business Manager

Ad agencies rejoice because Facebook is expanding the roll out of Business Manager, a utility that allows advertisers to keep track of their ad accounts, pages, apps and permissions in one place. The global roll out will take place within the next few weeks. Facebook notes that the new workflow makes it easier to separate personal and business accounts on Facebook. Think easier access, increased control and easier workflow.

It’ll be interesting to see how this affects current ad platforms such as Qwaya.

How to Easily Double Your Traffic from Social Media

social sharing double traffic

The short? Share content the day it comes out, the next day and the next week as a part of a sharing schedule. This will double your traffic. Of course, there is a bit more finesse than that but if you currently only share your content once check the article for a full plan. Remember to never share the same message twice and don’t be spammy about it.

How to Target Similar Customers in AdWords

We’ve mentioned Facebook Lookalike Audiences before, but did you know you could do this in Google AdWords? The good guys at AdStage show us how to use Smart Lists to drive new conversions. With Remarketing using Smart Lists you can target potential customers similar to converting visitors.

No Words Wasted: A Guide to Creating Focused Content

A massive guide from Distilled which covers, you guessed it, content. I like the mention of Audience Research and defining goals and metrics. What worries me is a guide like this might scare away marketers from getting into content marketing due to it’s massive size. They do leave us with an impressive quote: 61% of people feel better about a company that delivers custom content and are more likely to buy from that company.

Riffle is like Rapportive for Twitter

Another new Twitter tool! This one is called Riffle which is a Google Chrome Extension. The simple description is it’s like Rapportive for Twitter. You can catch a glimpse of some of the information provided in the image below such as social networks, top hashtags, top mentions and top URLs.


Onboarding Emails: What happens after they sign up for your “free thing”

“I just need more leads”. We all get caught saying it. But what about the leads we already have?

This massive post takes a huge focus on onboarding and welcoming new leads and customers. By focusing on these processes they can have huge effects on your actual sales and revenue. Too often we are caught in the trap of visitor to lead to a sale. The process isn’t that simple. As mentioned in the post 53% of marketers are focusing on getting more leads rather than improving the quality of the leads they already have, when 30%-50% of leads are qualified but not yet ready to buy.

Conclusions from the post are quoted below:

Dedicating more time to the people who actually opt in to hear from you & personalizing their experience goes a long way in them forming a bond with your company, making them an extremely valuable customers & advocates.  While it may be extra work to deliver the experience, it won’t just make you more profitable, it makes it look like you’re not actually marketing when you’re marketing. Smart, right?

Facebook Announces Mobile Ad Network at F8 Conference

We’ve saved the best for last. F8 recently occurred and the biggest announcement was a Mobile Ad Network. We’ll be covering this in detail with an expert next week. For now here are some details. The new “Audience Network” brings Facebook’s ad network to mobile apps. Facebook is using the info they learned from implementing native ads into their own mobile app. This was the transition from right hand ads to newsfeed ads. Also worth noting is that Facebook makes nearly 60% of their revenue on mobile. Using the same great targeting we are used to with Facebook Ads, you ca create native ads within the audience network.  Developers can integrate Facebook’s ad inventory with just a few lines of code.


Example of the ad types below.

3 Examples of How it Looks in Action

1. Target wanted to reach people who both use the Target app and want to see “Frozen.” They found this audience in the Huffington Post app.

2. Coca Cola wanted to reach an audience similar to their existing customers and they found it in Vinted, a vintage clothing site.

3. Audible wanted to promote the “Game of Throne” audiobook to fans of the show. They found their audience in Cut the Rope.

As always we thank you for joining us on Friday and checking out our Friday Recap. We’ve got some exciting announcements planned for next week!

Feel free to drop a comment and say hi!