Your LinkedIn profile is the central core of any LinkedIn marketing strategy. LinkedIn, after all, is really not much more than a massive Chamber of Commerce meeting online. And, you can look at your profile as a combination of your five-minute elevator speech and your business card all rolled into one. Get your profile right, and you’re in business. Get it wrong, and you might as well take your ball and go home. In this article, I’d like to talk about four things you can do to make sure you have an exciting and dynamic LinkedIn profile.
Get a professional head shot. No, you don’t need a glamour shot like an actor needs. But you do need a really nice, professional looking head shot. If you’re serious about marketing yourself, either for a job or for business, on LinkedIn, your profile picture is worth investing a little money in.
Sub part recommendations are almost as bad as bad recommendations. You get to choose whether to have a recommendation included in your profile. What I often see, though, is people who accept low quality recommendations, probably thinking a ho hum recommendation is better than nothing at all. No, it’s not! Yes, you need recommendations, but you don’t need limp, dishwater recommendations. You want your recommendations to be specific and exciting. How to get those? Well, if you know the person who wrote your recommendation, just ask them if they’d consider punching it up some with more specificity.
Writing your profile summary in third person. This screams “dull, dull, dull!” It’s just weird to read someone’s profile summary in third person. It’s as if someone else wrote it, but we all know that the profile summary is written by the person whose face is on the account! Also, remember this. LinkedIn is a networking platform. What would you think if you want to a BNI meeting and someone started telling you about themselves but was talking in third person. He did this. She did that. Etc. Weird!
You should know better than to do the following, but just in case—don’t leak out proprietary information about your former company! Just don’t do it. If you want to make something public, an example of your work, a case study, etc., run that by your former employer and get their okay first. You’ll save yourself at least a nasty phone call or maybe even more grief!
Facebook Ads is a very powerful platform for marketers. However, compared to keyword-based advertising on search engines, Facebook Ads cannot determine purchasing intent because users don’t normally go on Facebook to search for things to buy.
Facebook came up with a way to circumvent this inherent weakness by introducing dynamic ads. Many advertisers have been won over by the impressive results they get from dynamic ads as compared to the usual static ads. In this latest post in our Facebook ads domination series, we’re going to be showing you how you too can boost your profits using Facebook dynamic ads!
What Are Dynamic Ads?
Dynamic ads are simply automated Facebook Ads. Other marketing experts call it ‘retargeting ads on steroids.’ It targets people who have been on your website or app and serves them ads based on what they’ve been doing on your web property. The Facebook pixel tracks their actions, and when they go on Facebook, your dynamic ads will then come into play in a completely automated manner.
If you have an online store and you’re selling tens of thousands of products, instead of creating an advert for each product, you can simply upload your product catalog to Facebook. Just imagine how many hours you’re saving with dynamic ads!
The only real work you and your team needs to do is just basically make sure your catalog is up to speed and that it contains all relevant details about your products. Once you’ve set up your ad template and defined your budget, then it’s pretty much a hands-off advertising machine!
For example, when a customer views or adds a product to his cart, your pixel tracks that action. When he buys that product, your pixel will know it. So when they go into Facebook, the system will know exactly what that customer has been doing on your website.
If they viewed a product but did not buy it, they’ll see an advert for the very same product on their news feed or wherever you chose to display your dynamic ads. Likewise, if that customer bought that product, they’re NOT going to be seeing an ad for that product on Facebook (that will be very annoying!).
Instead, they’ll see another product on display. And since they already bought from you, they therefore know you and will most likely buy from you again especially if they had a good experience with the first product.
Additionally, dynamic ads help circumvent ad blindness. With so many ads flooding people’s news feeds, it’s not surprising that a lot of people are developing banner ad blindness. But with dynamic ads, your ads are so relevant and so timely (they were just looking at that particular product 10 minutes ago!), people feel more compelled to purchase your ad on the spot!
In short, Facebook dynamic ads are a very smart way to retarget your customers by serving them highly relevant ads no matter where they are in the sales funnel!
How To Get Started With Facebook Dynamic Ads
Setting up dynamic ads can be difficult at the beginning. However, if you want to save time and resources in the long run, then you’d need to invest some time (and money), so your dynamic ads will run smoothly in the future.
To get started with dynamic ads, you’d need the following:
1. The Facebook Pixel
If you’ve read our previous guides in this Facebook Ads Domination series, you’d know that the Facebook pixel is key to generating custom audiences and maximizing your ROI. With dynamic ads, the pixel plays yet another important role in helping you boost your profits even more.
If you’ve already set up the base pixel code on your website, you would now need to edit or modify the custom audience pixel. Dynamic ads require 3 Custom Data events, and you must edit the pixel code for these three events on your website:
Product pages (event name is ViewContent) – the code will report product IDs from the catalog which have been viewed
Add to cart pages (event name is AddToCart)– the code will report the product IDs from the catalog which have been added to cart
Purchase confirmation pages (event name is Purchase) – the code will identify the product IDs which have been purchased
Here’s what an example ViewContent pixel event looks like:
If the code looks intimidating, it’s best to get help from an experienced developer to make sure there are no errors in the code.
1. Facebook SDK
If you have a mobile app or are planning to have one, you can integrate the Facebook SDK into your iOS, Android or web app to target your app users with dynamic ads. Just like the Facebook pixel for websites, you would also need to integrate the three required events added to your app (ViewContent, AddToCart, and Purchase).
Here’s an example code for an iOS app event:
If all that alphanumeric code made your head spin, please get the help of a qualified mobile app developer to make sure your dynamic ads will run properly.
1. Business Manager
Getting a business manager account is free and easy to do. You can add pages and ad accounts to your business manager, and assign specific roles to other people. It also makes it easy for you to manage all your assets in one place.
2. Facebook Page
Your business needs to have a Facebook page when you launch dynamic ads. It will represent your business on Facebook.
3. Product Catalog
The Facebook product catalog is the last essential component to make your dynamic ads run successfully. It quite literally is your business’ virtual database on Facebook. It is an inventory of all the products you want to promote on Facebook. You can upload one data feed for all your products, or you can upload multiple data feeds especially if your business operates in more than one country or has multiple divisions.
You can create a catalog by going to your Business Manager Menu > Assets > Catalogs.
These are the different catalog types you can create:
E-commerce – if you have an e-commerce store, you can upload a data feed of all your products to your catalog. If you already have a Shopify, WooCommerce, Magento, BigCommerce, or Google shopping product feed, you can set up your catalog quicker just by using the Facebook Feed plugin.
Travel – upload a data feed of hotels, vacation properties, flights, and destinations.
Real estate – create a catalog of real estate listings and rental properties.
Auto – create a catalog of vehicles and vehicle offers for your auto business.
Once you’ve created your catalog, you then need to create a data feed which contains all the information you want to advertise in your dynamic ads. The required item information will vary for each catalog type, and you have to use Facebook’s required format and file type to create a proper data feed.
Now that you know the key requirements to get started with dynamic ads, let’s head into the next section where we’ll discuss how to launch your dynamic ads and the best practices for doing this.
How To Create And Start A Dynamic Ad Campaign
To create a dynamic ad, you need to have all requirements we mentioned in the previous section up and running. Otherwise, you may not be able to finish creating a dynamic ad.
The first thing you need to do to create a dynamic ad is to make sure you select Catalog Sales as your marketing or campaign objective.
In the next section, select the Catalog you want to use and name your Campaign name (or you can use the default name).
Follow the next steps to set up your ad set. Choose the correct product set that you want to advertise. Then set up your audience (who you want to show the ads to), the placement (where your dynamic ads will be shown), your budget (how much you want to spend per day or for the lifetime of your campaign), and your schedule (how long you want the campaign to run).
In the ad section, set up your ad’s format. You can choose to use a carousel ad, a single image ad, or a collection ad.
Lastly, in the Links section, set up your ad creative template and preview how your dynamic ad is going to look like. Here’s a sample preview:
Double check your work and make sure you’re happy with how your dynamic ads are going to look like. Again, your ads are going to be served dynamically and automatically, so you need to make sure all the elements of a good ad are still in place in your catalog’s data feed.
How Facebook Dynamic Ads Can Boost Your Profits
Remarket targeting is a powerful advertising strategy on its own since you’re targeting a ‘warm’ or ‘hot’ audience. With Facebook dynamic ads, you not only retarget these audiences, but you’re also showing them dynamic ads that are relevant to what they’ve been doing on your website or app!
Aside from this main benefit, let’s go through a few more points how dynamic ads can boost your profits:
1. You spend less time creating and editing ads.
With dynamic ads, you only need to create your ad once. You define the product variables you want to use in your ad, and Facebook will automatically pull the data from your data feed.
You don’t need to set up a reminder on your calendar to help remind you that you need to update the pricing on some of your ads – you can simply edit your data feed, and Facebook will then use your new data.
If you want to update a product image, simply update the link in the data feed. You also don’t need to manually update the inventory levels so if you run out of stock, your pixel will know it and Facebook won’t serve up a dynamic ad of that particular product.
2. Spend more time growing your business.
Dynamic ads will help you grow your business in a hands-off manner. Once you’ve set up your catalog and your ad creative, you pretty much have a lot of free time on your hands. You can use that to look for new avenues or platforms to reach your target audience.
Since dynamic ads basically cater to people who’ve interacted with your business, you can then focus on reaching out to ‘cold’ audiences or people who haven’t interacted with your site or app before.
3. Offer personalized recommendations.
Since the Facebook pixel can track your customer’s actions on your site or app, your ad will dynamically show the product your customer was looking at or added it to their cart but did not buy. For those who already bought an item from you, your dynamic ad won’t show them the same product. Rather, your dynamic ad will upsell or cross-sell a different product.
4. Improve your conversion rates.
Ideally, you’d want 100% conversion rate on your ads. But doing this is near to impossible as there are far too many factors that come into play during the buying process. Facebook’s retargeting system helped conversion rates go up for many advertisers. But with dynamic ads, it’s taken retargeting to an entirely different level, and many advertisers are reporting impressive conversion rates and massive profits!
Facebook dynamic ads are a step-up from retarget marketing. However, not everyone can create dynamic ad campaigns. For now, this option is only available to businesses who have an inventory of products to sell.
If you’re selling one or two products, you can still remarket to your customers, just not at the scale and ease of dynamic ads.
Microsoft acquires Semantic Machines, signaling a deeper move into ‘conversational AI’
With the recent acquisition of Semantic Machines, Microsoft is bolstering its commitment to conversational artificial intelligence (AI). David Ku, Microsoft corporate vice president and chief technology officer for AI and research, announced the news on Monday. Microsoft says that the Berkeley-based technology company has created a “revolutionary” new approach […]
Last month, I attended the Local Search Association’s 2018 annual conference (LSA18) and was overwhelmed at the helpful information shared by the experts who spoke. I’d like to share some key takeaways and offer some insights of my own on local search.
Local search must adjust
One of the main themes discussed centered around the fact that Google search today is less about displaying organic web page results and more about featuring Google products. The impact is clear: More and more information resides on Google’s servers instead of on the web itself. Google “curates” the vast majority of content users see, so webmasters must rely on Google’s platform and less on their independently owned websites.
To those who complained that traditional search engine optimization (SEO) relied too much on following Google’s rules, thanks for playing — you can now turn in your game card. We will soon be entering the local search arena on Google’s exclusive home turf.
With more and more businesses creating content, the competition for attention online has become increasingly fierce, forcing businesses to investigate creative ways to boost their marketing endeavors.
This is where infographics come in. According to a recent study, posts which include infographic content had the highest number of shares, as compared to articles with other types of content.
Infographics have made it easier for marketers to reach a wider audience in a shorter span of time, and explain complex ideas through visualizations and comparisons.
However, simply creating infographics won't guarantee you success – you need to craft them carefully, and promote them aggressively, in order to maximize performance.
This infographic from Growista illustrates some easy to follow tricks and tactics to create more resonant infographics. And while we can't guarantee your infographics will ‘go viral' as a result, these tips will definitely help improve performance.
Improving PPC relevance with ZIP code-based geotargeting
If a company has multiple brick-and-mortar locations within a city or metropolitan area, this can create challenges in advertising overlap, self-competition and ad relevance.
This article will focus on lessons learned to manage a pay-per-click (PPC) program for a dental provider with multiple offices located across a multistate region and will illustrate the benefit of moving from a city or region PPC targeting strategy to a ZIP code approach.
National Waiters’ Day sees best in the business show off their skills
National Waiters’ Day – an annual celebration of front-of-house staff – saw the best in the business dash through Hyde Park, with laden trays in hand. National Waiters Day was launched six years ago by First Dates ’ host and maître d’ of Galvin at Windows, Fred Sirieix. This […]
Reviews: Michael Deacon visits Harry and Meghan’s first date venue and Marina O’Loughlin is unmoved by Hide
The Telegraph’s Michael Deacon reviews Harry and Meghan’s first date venue, Dean Street Townhouse, London.
“Tell you the thing that really gets me about Prince Harry and Meghan Markle. They met on a blind date. An actual blind date. Think about that. Imagine the conversation beforehand between Meghan and the mate who arranged it.
“Anyway, however unusual the circumstances of their first date, it clearly went very well. The venue was Dean Street Townhouse, an upmarket restaurant and hotel in Soho. I went along to find out what it was like. The answer: busy. Busy, and noisy. Not in an unpleasant or aggressive way; it was just stuffed to the gunwales with people yakking and braying and hooting, at the top of their posh, confident voices. The music was fairly loud too, and blandly upbeat. The atmosphere was less restaurant, more drinks party.
Interview Q&A – Matteo Bartaletti, executive chef at STK Ibiza
Matteo Bartaletti, the new executive chef at STK Ibiza, who brings with him a wealth of culinary experience, discusses the differences in food trends seen in the UK versus Ibiza as well as what he predicts to be the next big thing in the industry.
Technology at the root of international restaurant trends
In the UK, we are used to turning to the US to see what the latest market trends might be. No doubt, if it’s proving to be big business across North America, it will make the jump to the UK and the rest of the world soon. In the foodservice and hospitality markets, it’s no different. Many trends are being driven by evolving consumer demand but are made possible by emerging technologies. Nick Hucker, CEO at Preoday, the online ordering and mobile technology, explains further.
In contemporary society, the consumer demand is for everything to be faster, more convenient and personal. Cashing in on this, McDonald’s has been leading the way with in-store kiosk ordering and mobile order and delivery. Alongside these technologies it has also been trialling a number of innovation stores to see which have the greatest impact.
A good example is a McDonald’s restaurant in New Jersey without seats. In an effort to speed up service, the company has introduced ‘walk up’ windows which are similar to the ‘drive thru’ but specifically target commuters passing by on foot. This has proven a commercial success and wait times have been drastically reduced; sales at this single outlet are up by 5.7%. Given such results, we wouldn’t be surprised to see similar tactics employed in the UK soon.
The restaurant, which is owned by the Boparan Restaurant Group, is aiming to improve customer experience by providing the option of both full table service, and ordering from tablets, according to BigHospitality’s sister publication MCA. New menu items being trialled at the site include Malaysian laksa; salt and pepper squid; pizza-inspired flatbreads; and Vietnamese pho.
The 38-strong restaurant group had its last makeover in 2016, when it was rebranded with the tagline ‘world kitchen’. The Bristol site is testing out ‘feel-good food’ as its catchphrase, and its extended salad offering suggests it is placing more emphasis on healthy dishes.
According to MCA, some elements of the new format have also been tested at the group’s restaurants in Basingstoke, Norwich and Reading. Aside from its 38 restaurants proper, Giraffe operates three grab’n’go format sites, two under the Burgers and Cocktails brand, and four international sites.
40 semi-finalists chosen for National Chef of the Year 2019
At this stage all entries have been judged blind with scores based on online submissions including a description of dishes, cooking methods and photographs of chef's completed menus. The 40 chefs will go on to cook in heats in Sheffield on 12 June and at Le Cordon Bleu London on 19 June, with judges including Gary Jones, executive head chef at Belmond Le Manoir aux Quat'Saisons, Phil Howard and Alyn Williams.
Just ten chefs will make it through to the final at The Restaurant Show in London on 2 October. The winner of each heat will be automatically seeded a place, while the final six chefs will be chosen based on the highest scores across all four heats.
Sellers of new-to-the-market property in the U.K. pushed their asking prices up 0.8%, or £2,343 (US$3,146), this month to a new record high of £308,075 (US$413,683), according to a report Monday from Rightmove. The increase in asking prices is unevenly spread, however. Different markets are operating at different speeds, […]
Brexit uncertainty hits London property market the hardest in the UK, reports show
London remains a weak spot in the slowing UK housing market as Brexit clouds the outlook, reports on Monday showed. The capital had an annual price decline of 0.2 per cent in May, property website Rightmove said on Monday. Separately, Acadata reported that in April London was the only region showing an annual fall, clocking in a 2.5 per cent drop.
Overall, national price growth stood at 1 per cent compared with a 9 per cent high reached in 2016, Acadata said.
Uncertainty surrounding Britain’s exit from the European Union has hit London the hardest. At the national level, years of rampant home-price inflation and a shortage of properties for sale have also pushed ownership out of reach for many would-be homeowners.
Manchester and Salford price growth has regularly outperformed rest of UK
House price growth in Manchester and Salford regularly outstripped the national British average with strong renting yields also boosting the property market, new research suggests. Prices have increased by 34% in Manchester and 38% in Salford in the seven years to July 2017 compared to a national average of 30%, according to the report from real estate agency Cushman & Wakefield.
Meanwhile, annual returns of between 11% and 20% have been seen for both metropolitan boroughs in the three years to July 2017. The report says that while the latest forecasts record stable growth in the UK housing market in the coming two years, before accelerating from 2020 onwards, both Manchester and Salford are predicted to continue to outperform the wider UK market over the coming decade.
Similar trends are forecast for the rental market, with rental inflation running at around 2% per annum to 2021, before returning to a more typical rate of 3% plus per annum from 2021.
Spring property report:house prices drop in two out of three London boroughs in temporary market slowdown
House prices across London are now in widespread decline, with drops in two out of three boroughs over the last year, but experts agree the slowdown is temporary, with a recovery forecast for 2021.
The past 12 months has been something of an annus odiosis (disagreeable year) for the capital’s property market according to the latest Rightmove research.
Although prices continue to creep up across the rest of the UK, London experienced a fall of 0.2 per cent. Prices in the south east are 0.1 per cent down.
“The last time the south east recorded an annual price fall was in 2011, indicating that the softening in the London market is now spreading to its commuter belt,” said Miles Shipside, Rightmove’s commercial director.
Property prices in Wales and North Somerset surge; Annual UK growth falls
Wales and North Somerset are the clear exceptions to falling house prices around the UK, as Wales introduced the Land Transaction Tax with the Bristol boom is spreading.Overall, house prices are down for the third month in a row and the annual growth rate has fallen for 11 months in succession, according to Rightmove.
Many areas continue to prove resilient, however, with prices in England and Wales excluding London and the South East three per cent up on the same time last year. Overall, the average price in England and Wales at the end of April stood at £302,252, up from £299,374 a year ago.
Split testing ads have a lot of benefits, however, most advertisers won’t bother split testing their ads. Why? Because it’s a lot of work and it’s expensive. But are the results not worth it though? Let’s find out together in the 7th post of this Facebook Ads Domination series!
What Is Split Testing?
Split testing, also referred to as A/B testing, is testing 2 or more ad elements against each to find the best converting one. It’s a lengthy process especially if you want to test all elements in your advert – from the images to the headline, description, placements, call to action, and more.
Successful marketers and advertisers on Facebook will tell you that their secret to success is split testing their ads. By split testing, they are able to eliminate ads that don’t result in good conversion numbers. By the end of their tests, the highest converting ads are used when they scale their advertising and target a bigger audience.
For instance, if you have three different audiences and you want to see which audience is going to convert best for your ad, you can do a three-way split test. This means you show the same ad to Audience 1, Audience 2 and Audience 3.
After a period of time, you then look at the data Facebook gives you and you’re able to determine which audience responded best to that ad.
With that knowledge, you can then create a lookalike audience to target other people with similar characteristics as the winning audience. So if Audience 1 won the split test, you could create a lookalike audience of Audience 1.
This not only increases your probability of success but you know with 100% certainty that that specific advert is optimized for a particular audience.
What Are The Benefits Of Split Testing?
Split testing will undeniably benefit those who have the budget to burn through in the early stages of a campaign. Most adverts won’t convert – that’s money down the drain. You may split test a lot of adverts, and you may not find a winning ad set until the 101st ad you launch.
That essentially means you paid for the first 100 ads for nothing. But is that really the truth? Of course not. It just means you’ve sifted through the dirt to find the pot of gold at the end! In most cases, the winning ad set can easily pay for all the failed ads!
So, here are some of the benefits of split testing and why you should start implementing this in your Facebook ads right away:
1. There’s no guesswork involved – only pure, hard facts.
With split testing, you’re eliminating many reasons for why your ad isn’t successful. It’s sort of like a checklist. Ads 1 to 100 failed, but Ad 101 is smashing success. So you literally just crossed off 100 poor-converting variations of your ad.
Split testing also allows you to optimize your ad – you already know the elements that are not converting so you’re not going to use it in the next iteration of your ad.
2. Your results are both credible and tangible.
Who would say 100 failed adverts is not credible? You’ve spent all that money just to arrive at the end of the proverbial rainbow where the pot of gold is. If someone asks you why your campaign was successful, you can easily say, “Oh, it’s because I removed all the low-converting elements in my ad and used only the highest converting elements to make one super successful ad.” After so many failed tests, you can pinpoint the exact recipe for your success!
3. It’s a very smart investment.
Most naysayers will say split testing is like giving Facebook free cash. While it may be true in the beginning, just one successful campaign can pay off all your failed adverts. But what if you don’t ever find a successful campaign?
There are unlimited possibilities when it comes to split testing. Maybe you just haven’t found the right combination of good ad design and target audience. For example, if you’re promoting a lady’s t-shirt and you’re promoting to an audience consisting of men, then it’s probably not surprising you’re getting very low conversions.
Split testing is only a smart investment when you’ve thought all possible angles thoroughly. Going in blind is not smart at all – have a solid campaign plan to help you find that winning ad set sooner rather than later.
4. You will learn a lot about your audience.
Once you know what makes an audience tick or makes them motivated to follow the call to action in your ad, you can try to offer similar products and services and expect to get good results.
For instance, you know that a particular type of headline and image works best with a particular audience to get them to buy Product A. You can then use similar elements in a future advert and try to hook in the same audience sometime in the future to buy a product similar to Product A.
There’s really a lot of possibilities you can explore once you get to know what your winning target audience likes!
Best Practices In Split Testing
There is an infinite number of possibilities with which you can carry out your split testing. However, for all split tests, there are some things in common which usually lead to successful tests. Here are some best practices for split testing:
1. Start testing vastly different elements at the beginning of your campaign.
At the start, you don’t want to test one element’s variation only. What you want to do is to try and cover all possible bases, so you can get an overall sense of what’s working for your audience. Start with broad variables first and for each successful split test where one advert clearly comes out on top, use that element to narrow down your ad sets and do further split testing.
For instance, if you’re looking for the optimum age group to target, you may want to test first an age group of 18-30-year-olds and then 30-50-year-olds. Once you have the winner for this test, you can then refine your experiment to look for a narrower age range. If, for example, the winner was the 18-30-year-old group, then in your next split test, you can target users from 18-22, 23-26, and 27-30.
This method not only saves you money, but it also saves you time as testing multiple specific variations at once may take you anywhere from several days to a few weeks to get reliable data.
2. Change only one element and keep everything else the same.
This information is important because if you change many elements or variables in a split test, then you won’t know which variable caused your ad to fail or succeed. The process of elimination is helpful as you go through each element and cross out those non-performing or non-converting variables.
As an example, you can run the same advert to 2 different audiences. You’ll use the same image, headline, ad copy, and call to action, however, the first audience will be 18-25-year-old women in relationships while the second audience will be 18-25-year-old single women. If one of the audiences come out on top, then you know which audience group to target in your next ad campaign.
3. Run your split test ads for at least 3-4 days.
Facebook recommends letting your split tests run between 3 and 14 days. Running tests for only 1-2 days may not produce data sufficient enough to determine a clear winner, and a 2-week test is just far too long and inefficient for your budget. The benefit of letting ads run for a few days is you can see which particular times of day your audience is engaging with your ad. You can then keep this factor in mind when optimizing your ad.
4. Have a sufficient budget in mind.
Before you begin your tests, you should have a defined budget in mind otherwise you run the risk of losing a fortune on Facebook ads. The bigger the audience size, the bigger the budget you need to allocate. The important thing to note here is that your budget should allow Facebook to conduct the split test effectively and produce a convincing winner.
When setting up your ads, Facebook will give you a suggested budget, but oftentimes, this can be quite expensive. Most Facebook ads experts say you can start with a $5/day budget for each ad set.
However, if you want to see results fast enough, then you need to increase your daily budget. Moreover, you should know that you can also choose to split the budget evenly or weight one more heavily than others.
How To Split Test In Facebook Ads
In this section, we’ll give you a general overview of how to split test Facebook ads.
To begin a split test campaign, you need to go to the Ads Manager and create a new ad.
Choose a campaign objective. Note that Facebook does not support split testing all campaign objectives. Here’s the complete list of objectives you can and cannot test:
Brand awareness – no
Reach – YES
Traffic – YES
Engagement – YES
App installs – YES
Video views – YES
Lead generation – YES
Messages – no
Conversions – YES
Catalog sales – YES
Store visits – no
Once you’ve chosen a suitable objective, tick the ‘Create split test’ As you can see in the screenshot below, we chose Traffic as our campaign objective.
Create your Campaign Name and click ‘Continue’.
The next steps in the ad creation process will depend on the Variable you’ll choose to split test.
As you can see in the screenshot above, there are four main variable categories you can split test. These are:
Creative – you can experiment and split test the image, headline, ad text, etc. For instance, you can split test an ad with one image versus an ad with a video. You can also try and use the same image but with different headlines.
Delivery optimization – choose whether you want to split test between link clicks, landing page views, impressions, or daily unique As an example, you can split test by having one ad optimize for conversions and have the second ad optimize for link clicks.
Audience – you can split test your audience’s location, gender, interests, age, relationship status, education level, purchase behaviors, and even test between custom audiences. For example, you can show one ad to a group of women living in London and then show the same to a second group of women living in Brisbane.
Placement – split test where you want your ads to display (mobile, desktop, newsfeed, right column, Instagram, Audience Network, etc.). An example would be you can test whether you want customized placements versus automatic placements. You can also compare mobile placements versus desktop placements.
Choose the variable you want to split test. Once you’ve set up your adverts, Facebook will then record and compare the results. Once the winning advert is determined, you’ll receive a notification email with your split test results on it.
You can then use this information to move forward with the next split-test (for instance, further narrowing the variables you want to test), or to design your next ad campaign and refine your overall advertising strategy.
The mantra of successful Facebook ads marketers is to ‘always test, test, test.’ Yes, it can get costly, but a successful split test often leads to impressive ROIs! Only a few marketers attribute their success to luck – most of them credit split testing as the reason for their success. As the saying goes, the numbers don’t lie!
Liv Garfield, winner of the Businesswoman of the Year award, has lots of tips for workplace success. She runs Severn Trent, one of the UK's largest water companies. “Don’t create a work persona”, is her number one piece of advice. Video journalist: Hannah Gelbart
Rusal says Deripaska has not formally resigned; reiterates sanctions may hit business
HONG KONG (Reuters) – Russia’s largest aluminum producer Rusal (0486.HK) said on Monday it has not received a formal resignation from director Oleg Deripaska, and reiterated that its business and prospects may be affected by U.S. sanctions.
Washington imposed sweeping sanctions last month on some of Russia’s biggest companies and businessmen, including En+ Group Plc (ENPLq.L), striking at allies of President Vladimir Putin to punish Moscow for alleged meddling in the 2016 U.S. presidential election and other so-called malign activities. Rusal noted in a statement that its controlling shareholder, Russia’s En+, said last week that Deripaska had resigned from its board of directors, in a move that could help alleviate sanctions pressure on the firm.
En+ also announced its directors had endorsed its chairman’s plan to have sanctions lifted.
Exclusive: BP back on its feet but CEO senses no respite
LONDON (Reuters) – After the near collapse of his company following the 2010 Gulf of Mexico disaster and a three-year slump in oil prices, BP Chief Executive Officer Bob Dudley is hardly relaxed.
“It doesn’t feel like we are in a serene time for any energy company,” Dudley told Reuters in an interview.
BP is stronger today than at any other time since the 2010 Deepwater Horizon rig accident. With oil prices at their highest since late 2014 and BP shares back to levels not seen in more than 8 years, it is once again in a position to contemplate boosting dividends and acquiring, Dudley said.
Sitting in his office in BP’s central London headquarters in St James Square, Dudley, 62, said he intends to carry on leading the company into 2020 and navigate it through a phase of expansion and new uncertainty following a tumultuous eight years at the helm. The oil and gas sector is looking to retain its relevance as economies battle climate change by weaning themselves from their dependence on fossil fuels, a major source of greenhouse gas emissions.
China praises positive steps in U.S. trade row, says didn’t give in
BEIJING (Reuters) – Chinese state media on Monday praised a significant dialing back of trade tension with the United States, saying China had stood its ground and the two countries had huge potential for win-win business cooperation. A trade war was “on hold” after the world’s largest economies agreed to drop their tariff threats while they work on a wider trade agreement, U.S. Treasury Secretary Steven Mnuchin said on Sunday.
The previous day, Beijing and Washington said they would keep talking about measures under which China would import more energy and agricultural commodities from the United States to narrow the $335 billion annual U.S. goods and services trade deficit with China. The official China Daily said everyone could heave a sigh of relief at the ratcheting down of the rhetoric, and cited China’s chief negotiator, Vice Premier Liu He, as saying the talks had proved to be “positive, pragmatic, constructive and productive”.
“Despite all the pressure, China didn’t ‘fold,’ as U.S. President Donald Trump observed. Instead, it stood firm and continually expressed its willingness to talk,” the English-language newspaper said in an editorial.
‘I found my call in life at that airport’
When an entrepreneurial teenager got a job selling language courses over the telephone, he wasn't going to let the fact that he didn't have a phone stand in his way. It was 1991 in Rio de Janeiro, Brazil, and the then 19-year-old Flavio Augusto da Silva had got the telesales position for a school teaching English.
The catch was that the role did not come with access to an office, and instead he was expected to work from home. And unfortunately his parents didn't have a landline. His solution was to use the public telephones at Rio's Santos Dumont Airport, and make the transport hub his office.
Today Mr Augusto's language school business Wiser Education has an annual turnover of $113m (£84m), and Flavio's personal wealth is estimated at $300m.
UK turns blind eye to dirty Russian money, say MPs
The UK has been accused of turning a “blind eye” to Russia's “dirty money”, putting national security at risk. The Commons foreign affairs committee said London was being used to hide the “corrupt assets” of President Vladimir Putin and his allies. It said it was “business as usual” for the UK despite the poisoning of Russian ex-spy Sergei Skripal and his daughter.
This undermined the UK's efforts to confront the full spectrum of President Putin's offensive measures, it said. The UK's “lethargic response is being taken as proof that we don't dare stop them… London's markets are enabling the Kremlin's efforts,” committee chairman and Conservative MP Tom Tugendhat wrote in the Sunday Times, ahead of the the publication of the report.
Security and economic crime minister Ben Wallace said he had not been called to give evidence to the committee: “I fear such an omission weakens the foundation of the report,” he said. Mr Wallace said the UK was “determined to drive dirty money and the money launderers out”.
Smart luggage firms close because of airline battery rules
Two smart luggage firms have closed in May, with both blaming changes to airline policies regarding how lithium batteries can be taken on board planes. Raden and Bluesmart said the changes, by several major airlines in December 2017, had made business impossible. The new rules meant that luggage batteries […]
PARIS/NEW YORK (Reuters) – Airbus’s hopes of winning an immediate respite from slow sales of its A330neo jetliner with an order from United Airlines are dwindling, leaving a gap in future production weeks before it is due to enter service, industry sources said on Friday.
Airbus has been competing with Boeing to replace all or part of a fleet of some 50 Boeing 767s at United Airlines (UAL.N), people familiar with the discussions say. Others said Airbus had made an unsolicited offer to try to head off plans by United to use rights to buy more Boeing 787s. It’s the latest twist in one of the fiercest recent jet market battles, pitting Boeing’s 787 against the latest type of A330, with Boeing so far holding the upper hand.
Big Ag turns to peas to meet soaring global protein demand
(Reuters) – Cargill, the global grains trader, sees the future of protein in the humble pea.
In a joint venture at a Wisconsin plant, flour milled from Iowa yellow peas is mixed with water and spun at high speed through stainless steel drums, separating the protein from starch and fiber.
The resulting powder ends up blended into waffle mixes, sports drinks, nutrition bars and protein shakes – small examples of a much larger push by the world’s biggest agriculture firms to find alternative plant-based proteins to feed people and livestock worldwide.
Campbell Soup CEO steps down abruptly, review of products planned
(Reuters) – Campbell Soup Co Chief Executive Officer Denise Morrison unexpectedly stepped down on Friday, after seven years at the helm, at the same time the company said it would embark on a review of its vast array of brands. Morrison, 64, will be replaced by board member Keith McLoughlin, 61, in the interim, Campbell said, but provided no reason for her departure. Morrison will continue to be on the board.
Under Morrison, Campbell suffered four straight years of sales declines at its core U.S. soups business. She tried to pivot away from the operation and focus on building a healthy fresh food and snack portfolio, pulling off several acquisitions including recently buying Cape Cod chips maker Snyder’s Lance for $4.87 billion. But the moves have not yet helped the company, which cut its full-year profit forecast on Friday to account for the Snyder’s Lance deal.
Cambridge Analytica files for bankruptcy in U.S. following Facebook debacle
(Reuters) – Cambridge Analytica, the political consultancy at the center of Facebook Inc’s (FB.O) privacy scandal, filed for Chapter 7 bankruptcy in the United States late on Thursday. This past March allegations surfaced that Cambridge Analytica, hired by President Donald Trump’s 2016 U.S. election campaign, improperly used data of 87 million Facebook users beginning in 2014.
Cambridge Analytica and its British parent SCL Elections Ltd said earlier this month that they would shut down immediately and begin bankruptcy proceedings after suffering a sharp drop in business. The petition to file bankruptcy was submitted at the U.S. Bankruptcy Court Southern District of New York and was signed on behalf of Cambridge Analytica’s board by Rebekah and Jennifer Mercer, daughters of billionaire Robert Mercer.
Airbnb to report homeowners’ income to Danish tax authorities
Airbnb will automatically report homeowners' income to tax authorities in Denmark under a landmark move. It will make it easier to spot tax evasion by homeowners renting out rooms and properties via the site. Danish tax minister Karsten Lauritzen said the country wants a “sharing economy” to flourish, but on condition taxes are paid.
The move – which needs clearance in parliament – comes as several countries try to rein in Airbnb tax evaders. In addition to the issue of taxes, Airbnb is blamed for pushing up house prices in major cities and taking away business from hotels and B&B outlets. The Denmark deal will also include limiting the number of days an owner may list a property to 70 a year. Owners will be given a tax-free allowance of up to 40,000 kroner (£4,690) a year.
WFA demands that advertisers take actions that promote ‘a better marketing ecosystem’
The World Federation of Advertisers (WFA) released on Thursday a Global Media Charter aimed at advertisers that will “create the conditions for a marketing ecosystem that works better for brands and consumers.” The charter follows a data manifesto issued by the organization earlier this year. Last year, programmatic advertising […]
Twitter is changing how conversations happen based on user behavior and conduct
In its latest attempt to improve the health of its platform, Twitter says it will be modifying the way conversations happen based on the behavior and conduct of users versus the actual content of their tweets.
The site will now use thousands of behavior signals when filtering search, replies and algorithmic recommendations, pushing tweets from offending users farther down the timeline, reports BuzzFeed.
Behavior signals that could result in content getting demoted include: users who tweet at a large number of accounts they don’t follow; the frequency a user has been blocked by people they interact with; if a user has created many accounts using a single IP address; and if an account is closely related to accounts that have violated Twitter’s terms of service.
The good news is that we have the ability to measure everything. The bad news is that we have the ability to measure everything.
Whether it’s information flowing from your website analytics tool or from your customer relationship management (CRM) system, there’s more data at our disposal than ever before. But while having access to a wide set of data is a good thing, it’s also created a big challenge for ABM marketers: How do we navigate all these data sources and effectively measure the success of our efforts?
Fortunately, given the advent of new technologies and resources, approaching ABM measurement has gotten much easier. As you start to think about your own strategy, here are three key steps to guide your efforts.