Facebook Advertising 101: The Basics of Facebook Ads

Learn the Building Blocks of Using Facebook’s Ad System (new course coming soon to courses.eazl.co)

Everything in Facebook’s ad ecosystem is about what you want people to do when they see your ads. The campaign OBJECTIVE is important because it will impact how your ad is delivered to Facebook users. For example, if you select “Traffic” Facebook will target users more likely to click your link and if you select “Engagement” it will use data to target people who are more likely comment, like, and share.

Facebook sees ads as a three-part funnel: Awareness → Consideration → Conversions and each of the 10 objectives is centered around one of these three steps (these change often so forgive if they’re not the exact same when you see this video).

Once you pick your campaign-level objective, you’ll define an audience, budget, and schedule in an AD SET that’s part of that campaign.

Then, you’ll design the ADS in your ad set, which can be in one of five formats:
1. Photo Ads
2. Video Ads
3. Carousel Ads
4. Slideshow Ads
5. Collection Ads

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These Brands are Killing It on Instagram

these brand are killing it on instagram

I love finding branding and marketing inspiration on Instagram and I’m loving the platform in general these days because the user experience is a lot more enjoyable than the toxic environment on Facebook. You can find out more about how we feel about THAT whole sitch here.

In my feed, I like to see posts from a mix of different kinds of companies because, as a marketer, I’m constantly paying attention to what other marketers are doing well. If you are a marketer or a small business owner, you might know what I mean. And I’d LOVE to see what profiles you’ve been following for ideas and inspiration. You can leave a comment below or Tweet at me and I’ll check it out your favorites.

Lately, I’ve been feeling an intense amount of marketing love for a few companies in particular.

  1. Moondeli
    Moondeli makes healthy tonics that can be added to nut milk, coffee, juices, and smoothies. Their ingredients feature some of the highest quality, most potent rainforest plants like turmeric, maca, and cacao.

Their branding enforces the “alternativeness” or, shall I say, traditional kind of health products they sell. (I always think it’s funny to call ingestion of ingredients that have been known for their health properties for hundreds and hundreds of years “alternative” just because we’ve made advancement in medicine. You can have both, you know?)

With Moondeli’s branding suite, you really do feel like you’ve been pulled into a community and an experience that centers around beauty and natural health. From their logo and typography to the corresponding symbols on their different products, they’ve created something that is attractive; something that possesses all of the right elements to get their target market’s attention.

 

<<photos of packaging on my IG account>>

They invest a lot in their photography as well. They are consistent in their themes, layouts, and colors -a ton of the flatlays feature crystals with a color palette of pinks, blues, greens, and greys. It’s that kind of ethereal feel that is earthy yet coming on trend. It’s just pretty and fun to look at.

🌑💜💭✨ #energytonic ✨ #almondmilk ✨ #amethyst ✨ #intentions

A post shared by 🌕 M O O N D E L I 🌕 (@moondeli) on

 

Something else they are doing right? User generated content. They’ve created a culture where their community feels so connected to Moondeli’s product, strangers are tagging away and the company ends up with a ton of free, beautiful content to fill their Instagram feed and build their credibility. Not only that, but it also seems that the community has taken cues from the company on what the aesthetics of a photo featuring a Moondelli product should look like.

And it’s in the customer’s interest to create a photo that Moondeli might share because it might help them grow THEIR OWN audience.

See what they did there?

Stunning capture by the radiant @sidneybensimon 🙌🌞💙✨#gratitude #plantmedicine #love

A post shared by 🌕 M O O N D E L I 🌕 (@moondeli) on

 

Finally, I love that Moondeli breaks down the barrier and rids the customer of the burden of HOW IN THE HECK to use their products. They frequently give tips on on new uses and include recipes in many of their posts. There’s also a recipes page on their website. This serves the purpose of eliminating hesitation to purchase because the viewer already knows specific ways they will use the product.

Enjoy some more of Moondeli’s eye candy and check out how I used some of their products here.

  1. Ox and Otter
    Shiyana of Ox and Otter is a ceramicist who runs her entire business with just an Instagram account (over 90k followers) and a SUPER SIMPLE website that currently features all of her sold out creations. Think about that next time you get caught up opening accounts and building elaborate websites when you should be focusing on your product.

 

My favorite handmade indulgences all in one- 🌿Pottery 🌿Rings 🌿Body Care

A post shared by Shiyana (@oxandotter) on

Shiyana creates beautiful, one of a kind ceramic mugs and bowls and is a self-described Ceramic Artist Glaze Witch. What’s fun about Ox and Otter is that you are following HER -the creator of the beautiful pieces that you might someday get to purchase if you can catch a mug in your cart before they all sell out. Since you see her often, posing with her Black Wave and Midnight Rose works of art that happen to hold coffee, you feel a much stronger connection with the brand. It’s that feeling of friendship that social media is so capable of creating between a person and their stranger-followers.

Ox and Otter has a look that users are clearly responding to, so Shiyana is smart to focus on creating variations of the same kind of design, “milking” what is already working for her.

One thing that I love most about Shiyana’s content is the amount of effort she puts into her photoshoots. Rest assured, there WILL BE color coordinated nail polish that compliments the mug on display and everything from her makeup and clothes to the background reinforces the branding. Really, it’s just her taste that is very unique, beautiful, and focused.

 

  1. Liberated Heart
    With the ultimate summer/festival wear, Liberated Heart is also tapping into the witchy, celestial vibe that Moondeli and Ox and Otter have done so well. They operate mainly between their Instagram Account and website.

When the brand launched in 2013, it gained a cult following and became a  leader in festival fashion and, after that an additional surge in attention when model Candace Swanepoel was photographed wearing one of their dresses. Then, the company focused on engaging the influx of commenters on their Instagram photos, which really paid off for them.

I think that Liberated Heart manages their ratio of content expertly. It’s a good mix of straight product promotion to sell specific items for their catalog and themes like desert scenes, palm trees, beach frolicking that support the branding so well.

Weekend setup vibes ✨✨✨ @lisadanielle__

A post shared by LIBERATED HEART (@liberatedheart) on

 

  1. Room Service Vintage
    I used to shop at Room Service for most of my furniture and a lot of my decor during the time I lived in Austin, Texas. I continued following them for years after I moved because I love to torture myself with vintage steals that I can never have because they don’t ship.

Room Service uses their Instagram account to sell the pieces they post by allowing a 2 hour hold on items. They even keep the posts updated with their “sold” status and it obviously works well for them.

Cherry Blossom Pink Recliner with Cane sides, 42″ t x 25″ w x 28″ d, $149.00 -SOLD-

A post shared by Room Service Austin, Texas (@roomservicevintage) on

Their photos aren’t that fancy and there aren’t any posts created “just for looks” -this is a purely functional account. It simply a catalog and they get enough high quality pieces in to be able to develop leads on Instagram.

It’s these little tricks that can work for small business -something you might want to keep in mind if you deal with one-of-a-kind retail.

 

Do you have any favorite non-major brands that you follow on Instagram for inspiration? I’d love to know what you are paying attention to. Tweet at me or respond in the comments below.

Don’t Get Your News from Social Media | #WhatsInYourFeed

It’s so easy to get complacent and start using social media networks as your primary source of news. Don’t do it! We need to feed or brains good stuff–not stuff that’s designed specifically to get us to click, comment, and share.

In our Advanced Management Training course, we recommend that you migrate your news-gathering to Feedly.com–a free RSS reader that has a few key benefits. First, you’ll get your news on chronological order rather than an algorithm that’s designed to get your attention. Second, you’ll be able to customize your news feed to include very specific elements–like the RSS feed from a competitor’s blog.

Here are a few of Davis’ RSS feeds:
(1) The Financial Times global headlines
(2) The Latin America Daily Briefing
(3) The MIT Technology Review

What’s your favorite news feed? Tweet at us with #WhatsInYourFeed.

 

How to Create a Pinned Lead Generation Card for a Twitter Profile

In this week’s Brain Boost, I’m going to show you how to create a pinned lead generation card for a Twitter profile.

This is a Brain Boost that is celebrating marketing month here at Eazl, which is about the release of version 4.0 of Eazl’s Growth Hacking Masterclass.

Today, what we’re going to talk about is how you can create a lead generation Tweet with Twitter. 

This is fun it’s easy and it kind of will start to get you in the world of Twitter for advertising.

Step 1
What you’re going to do is go to the ads portion of Twitter.

Pinned Lead Generation Card

 

Now, go to Creatives and then click “Create Card”.

Pinned Lead Generation Card

Then, create a lead generation card.

Pinned Lead Generation Card

Pinned Lead Generation Card

Step 2
Fill out the card. You’re going to want to create a headline, create a call-to-action, create a URL –that’s your destination URL for when people click the card– and then you’re also going to need to create a little image that’s 800 by 200 pixels wide and then accept the terms and then create your card.

Hint: If you are having trouble uploading your image, try disabling your ad blocker.

Pinned Lead Generation Card

Step 3
Once you have your card, you want to create a Tweet that’s pretty well crafted. Hopefully, with some hashtags and things that are appropriate. And then create a Tweet around that card.

Pinned Lead Generation Card

Pinned Lead Generation Card

Now, go to your profile and then find that Tweet. You’re going to open that Tweet up and then, in the lower right hand corner, you can drop down and you can pin that Tweet to your Twitter profile.

Pinned Lead Generation Card

Now, what you have is a pinned Tweet at the top of your profile that is a lead generation card.

Pinned Lead Generation Card

 

Join us for another Brain Boost next week at 10 a.m. Pacific Time.

Which Social Media Platform Should You Focus on for Your Business?

social media quiz

We created this quiz so you can determine which social media platform you should focus on for your business.

The quiz was developed based on real research about social media users and social media advertising data as well as our on-staff knowledge regarding use cases and best practices. To create the quiz and the outcomes, we considered demographics, education level, existing marketing assets, time and money budgeting, and on-staff skills.

Results are determined by tallying totals within 6 of the most use social media platforms –Snapchat, Instagram, LinkedIn, Twitter, Facebook, and Pinterest– and you should arrive at a suggestion for focus that works best for the needs and details you have given throughout the quiz.

Let us know what your results are in the comments below + what you’re working on so we can double check the suggestions given and maybe provide some additional guidance.

Share this quiz with other entrepreneurs!

From Forbes: How to Leverage Snapchat for Business

snapchat for business

“Many have scoffed at the notion of Snapchat seriously entering the business sphere. How could a self-destructing picture and video messaging app be profitable?

With over 150 million active users and 10 billion daily video views, Snapchat is now overtaking both Twitter and Facebook in popularity.

The mobile messaging app, currently valued at $20 billion, is rapidly becoming the go-to platform for millennials. More than 60% of U.S. 13 to 34-year-old smartphone users are Snapchatters, and their daily video views are tripling every 3 months.

So how exactly do you get started?”

eazl read more

Local Digital Marketing for Online Companies

We tend to think of the internet as a global network of people and machines. And it is, however, the internet is made up of local networks of people and machines. Here, at Eazl, we’ve changed our approach to marketing a little bit and I wanted to share what we’re thinking about.

We’re thinking about going local in the digital age. So, in traditional marketing and sales thinking, most people believe that a new customer needs to see a brand at least three times before being able to recall it to memory and, when you’re focusing in on specific local markets, that makes your marketing team’s job a lot easier than focusing in on the world or a country.

I want to show you how specific you can get with this. When you’re running a video ad on YouTube, for example, you can choose to display that advertisement down to individual zip codes.

So, next time that you’re spending money on digital advertising, you might want to focus on one market and getting to the people in that market through at least three channels, many of which can be digital channels like YouTube, Facebook, etc.

You can learn more about this stuff and I’ve made a few $9 coupons available for our Growth Hacking with Digital Marketing course .This is the best price for this course that you can find anywhere on the web. So, you might want to take advantage of it if you want to up your digital marketing skills now or in the future.

Do you have any wins in digital marketing for a non-brick and mortar company that you would like to share? Leave us a comment below

Tay the AI Chatbot, Algorithmic Social Media, Pinterest Video Ads, and a new AMA

Tay the AI Chatbot
Tay is an artificially intelligent chatbot developed by the teams at Microsoft and Bing. It has a Twitter profile and two other social media profiles.

Tay the AI chatbot twitter account

The way this works is that it uses machine learning to learn from its conversations with humans, however, within 24 hours of launching on Twitter, people had figured out how to make it racist and hateful so Tay the AI chatbot had to be put to “sleep” for while engineers worked on improveTwitter profile.

it is at twitter.com/tayandyou or www.tay.ai.

Algorithmic Social Media
Twitter and Instagram are both moving towards algorithmic feeds. This is more like the Facebook news feed. They’re moving away from chronologically ordered posts.

What’s happened here is that they’ve both developed algorithms that are similar to Facebook’s news feed and what it does is prioritize items that the algorithms believe are most important to you based on data about your relationships and your interests.

The concern with regular users is that celebrities and large brands will get prioritized on the network because they’ll get more engagement instead of, for example, their friends.

Pinterest Video Ads
Pinterest has rolled out video ads so now, when users are scrolling on Pinterest, they can see scroll activated video ads.

These are proving especially useful for big retail brands and also e-commerce shops. Companies like L’oreal and Hershey’s have been reporting big wins with this new advertising format.

Social Media AMA
On April 5th, Ludell Jones, who is Eazl’s Marketing Director, hosted a free AMA –or Ask Me Anything. During the event, she fielded questions about social media management, virtual HR and outsourcing, and social media advertising.

You can check out the archive here and stay updated on any future events by subscribing here.

 

What are your top stories on innovation in business this week? Let us know in the comments below or over on our Facebook page.

 

The Post Pixel Tracking World and New Innovation Mindset

In this week’s Brain Boost, a big change is in store for pixel tracking and the new model that old corporate giants are adopting.

The post pixel tracking world
The former CEO of Mozilla, who created Firefox (the very popular browser), has started developing a new browser called Brave. They are building Brave because they feel that advertising and pixel tracking technologies have “polluted the internet and eroded user control over the browsing experience”.

Just recently, MIT Technology Review ran an article about how powerful Adblock Plus has become. It’s the most popular ad blocking software on the planet and it’s used by nearly one hundred million users worldwide. If you think about this, most likely,these hundred million users are among the most sophisticated on the internet and, thus, the most valuable users to advertisers.

What you need to be thinking about is that, ultimately, user experience and privacy is going to win this battle over advertisers. So, you can expect to see all the major browsers introducing new privacy features that will eliminate many of the “growth hacking” technologies that marketers rely on today. Especially things like pixel tracking because, if these users move away from the browsers then the browsers themselves aren’t valuable at all because there won’t be any ad revenue from those browsers.

That’s why, in the next paradigm of internet marketing, real relationships will still win out. I’m talking about personalized service at scale. Brands that people want to invite into their lives. So, I encourage all of the digital marketers and people who are in touch with digital marketers watching this update to encourage focusing on building relationships with your customers and community at scale.

New innovation mindset
Now, let’s talk about myopic product launches. Big, traditional companies are fueling innovation with something new. The concept for myopic marketing started in the 1960s at Harvard and the idea is that you’re marketing the solution, not the product or service itself.

What this means, particularly, is that Ford and GM have stopped seeing themselves as car companies. Instead, they are seeing themselves as mobility companies. You might see that a wave of startups will start focusing on researching a type of need -for example, mobility or education- in an extensive and deep way with no product or service in mind at the beginning.

Then, they are going to find the problems and then build a company around solutions for that problem. So, you start with the need and then develop the product; not start with the product and then find your marketing mix.

eazl y combinator
Y Combinator has started a new branch called YC research to tackle the “big problems”.

You can see evidence of this, for example, through Y Combinator, which is arguably the most successful incubator on the planet.Y Combinator has started a new branch called YC research. Essentially, what they’re doing is funding nonprofit research to tackle the “big problems” and, once these problems are identified, they use the Y Combinator incubator to develop companies that solve the problems that they have been researching.

You can see, here, that the myopic focus on the need and then the focus on the product or solution is probably the wave of the future.

 

Subscribe to our YouTube Channel to get a Brain Boost every Friday.

 

Why You Should Pay Attention to Pinterest Advertising

This Brain Boost is all about Pinterest Advertising. At Eazl, we have found that Pinterest is an excellent tool for generating traffic and getting good deals on ad engagement. And I mean conversion costs you would not believe!

Pinterest Basics
For those of you who do not already know, Pinterest is built around the sharing of images and videos that pertain to a specific interest of the user. The photos and videos that people pin can either be uploaded from their computer or collected from the web. The sharing mechanism is called a pin. You pin these photos or videos to an interest board and others will repin those pins if they find them useful or interesting.

Image of a Pinterest Board for Pinterest Advertising

It’s pretty much a digital scrapbook, except you can click through the pins to a blog post, landing page, video, etc. It’s the perfect traffic and lead generator.

Some Useful Stats
As of early 2016, there are about one hundred and ten million active Pinterest users and 85% of the user base is female. Most of the users on Pinterest use it as sort of a lifestyle tool. So, you can imagine that people will do things like have a board for their favorite recipes or maybe even for their favorite Indian food recipes, style ideas, marketing infographics, or favorite book covers.

Pinterest Advertising
In terms of using Pinterest for marketing, we are finding that it has great deals –among the best on the web– on ads and getting traffic. You can advertise on Pinterest by promoting Pins that you already have on your boards or by creating a new pin for the purpose of promotion.

In a recent 13-day promotion, we were able to achieve around 90k impression, 130 repins, and over 70 click-throughs for just $20. It cost us just $0.29 per click. Compare that to Facebook advertising, where we are currently experiencing a minimum conversion cost of about $1.20. Costs will, of course, vary depending on your industry and some other factors but, if you know a little bit about marketing funnels or CPC, you know this is an appealing price difference!

What is even better about promoting pins is that the pins live on far after your campaign ends. Those who have repinned your content will come back and reference your content at a later date, plus their own followers will see your content and possibly take action. This means you’ll continue to see pins, likes, and click-throughs roll in…all unpaid!

Dipping Your Toes into the Pinterest Advertising World
To get started with your own pin promotion, make sure that you are using a good image and a solid pin description that includes your website url at the end. Don’t forget to edit the pin right after you have pinned it and add the url of the page you want pinners to land on when they click through.

Pin from Pinterest with optimized image and description for Pinterest Advertising

If you know Photoshop, your pin should have a 2:3 ratio with a minimum width of 600px. If you don’t have Photoshop skills or you want to create an image faster, you can use a tool like Canva that has correct sized templates for pins.

What you can do after selecting your creative is experiment with a “Get Traffic” campaign. The reason we recommend using a traffic campaign instead of an engagement campaign is because the latter is more expensive and you can achieve desired results with a traffic campaign. With engagement campaigns, you will end up paying for any type of engagement with your pin, whether it’s a closeup, repin, like, or click-through. With a traffic campaign, you will only pay for click-throughs even though you will also get all kinds of other engagement like closeups and repins.

After choosing your campaign objective, pick around 14 or 15 keywords for the promotion. Try maybe $5 for a one day campaign to see what kind of results it gets for you. You can always add to the budget or extend the life of the campaign once you see how effective image or keywords (search terms) are.

Have you experimented with Pinterest Advertising and promoted pins? We’d love to hear about your experiences in our Marketing Mastermind Group!