This week Matt Umbro (@Matt_Umbro) hosts PPCChat with another great question set titled “What’s New With Facebook Ads?.” The following is the transcribed Streamcap from the live chat:
Q1: What recent Facebook update are you most excited about? Why?
- The retail dynamic ads are cool. I like you can show inventory and a map to the brick & mortar location. – Joe Martinez (@MilwaukeePPC)
- I didn’t see many new features that are relevant for B2B. – Melissa Mackey (@Mel66)
- One of the challenges of Facebook is that “recent update” is super broad. Overall isn’t that diff, but constant little tweaks. – Doug Thomas (@ferkungamaboobo)
- Most excited about Targeting Expansion, b/c in Facebook’s Algo I trust. We’ve seen a good lift when A/B testing the option. – Saunder Schroeder (@SaunderShroed)
Q2: Will the FB ad preview tool have any impact on helping clients sign up for FB Ads or wanting to learn more? Will it help you?
- Frankly I’ve only encountered confusion from clients over ad previews in the feed. – Timothy Jensen (@timothyjjensen)
- If it’s what I think it is, it’s helped clients “get” the UX of things. also how the ad really looks in client-friendly way. – Doug Thomas
- I find preview tools can open more questions and requests for changes that miss the point. I prefer discussing the data after. – Kyle Crocker
- I like that it can show what ads could looks like. Can get the discussion going, but not an automatic deal-sealer. – Joe Martinez
- It’s helpful particularly for mobile ads, as you can ping the client a notification on their FB, smoother than email. – Ryan Daly (@RyaNana93)
Q3: Are you using Facebook Offer Ads? If so, what results have you seen?
- Had good results with offer ads for a fitness club – easy demo to target & accessible offer. – Timothy Jensen
- Saw better results when it was a new audience instead of repeat visitors. Worked on enticing people to register and try product. – Joe Martinez
Q4: What is Facebook’s role in acquiring new leads/customers?
- I’ve been using Facebook ads as a primer. Get the awareness out there to a hyper-targeted audience than capture on search. – Joe Martinez
- It’s easily the best way to find folks that are in your psychographics outside of managed placements. perfect for TOFU as well. – Doug Thomas
- Often, establishing & reinforcing brand familiarity which can lead to later engagements. – Timothy Jensen
- At this point, if you want to expand your audience, you have to be using FB. There are just so many targeting options and abilities to hit people you won’t get on Google and Bing. – Matt Umbro
- Depends on the brand, but is has been helpful in getting a message to an interested audience that isn’t necessarily searching. – Kyle Crocker (@kacrocker)
Q5: If you aren’t using Facebook Ads, why not?
- Generally client management constraints/silos: “You do advertising, we do social” – working on it, but can be a struggle. – Kyle Crocker
- Zero client buy-in. Limited budgets. Costs of creative upfront for ROI. 0 social presence. No checking of FB messages for leads. – Doug Thomas
- You haven’t got the time, budget or marketing knowledge/resources OR you are in gambling or cigarettes industry. – Roxana Hassel (@RoxanaHassel)
- In general, FB is still a black box, similar to how Google and Bing were years ago – people don’t fully realize impact it has. – Matt Umbro
- Hardest hurdle is lacking the resources to come up with new creative constantly to not make ads stale. – Joe Martinez
Q6: Are you as active keeping up with Facebook updates as you are with Google & Bing? Why or why not?
- Nope. Less spend and client interest here. Plenty of AdWords/Bing to keep busy with. – Kyle Crocker
- I check the Facebook Business blog weekly, but am always pretty late implementing anything new. My bad. – Joe Martinez
- I make an effort to but PPC is usually judged on direct acquisition which is mostly search so less motivated to keep up with FB. – Roxana Hassel
Q7: What will it take for Facebook Ads to solidify a great portion of your marketing budget?
- Making their support for advertisers not crap. – Roxana Hassel
- I still am slow in the platform. Takes me seconds to create new AdWords campaigns. Much longer in Facebook. – Joe Martinez
- Need to improve process for bulk ad creation. Even recent changes + Power Editor don’t fully cut it. – Timothy Jensen
- I don’t see it overtaking AdWords/Bing in the near term unless a client is a much better fit for social than search. – Kyle Crocker
- For GA to track cross-device (people tracking) and not focus solely on last click atrribution. – JD Prater (@jdprater)
- Integrating email with lead gen ads, better clarity on non-ads part, time for me to work on chatbots for lead capturing. – Doug Thomas
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- Google AdWords Editor (version as of today’s PPCChat 11.5.9)
- Bing Ads Editor
- PPCChat Member List (Twitter)
- Bing Ads Feature Suggestions
- Bing Keyword Research Tool
- Data discrepancies between AdWords and Analytics
Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.
Check out the PPCChat Twitter list to see and connect with all current and prior participants.