Skip to main content
Category

Advertising

How Facebook’s Latest Change Will Significantly Impact Ad Targeting

Meta for Business and Facebook just announced that beginning Jan 19, 2022, they are removing “detailed targeting options” from the Ads Manager Tool that would be considered “sensitive topics” such as: 

  • Health causes (e.g., “Lung cancer awareness”, “World Diabetes Day”, “Chemotherapy”) 
  • Sexual orientation (e.g., “same-sex marriage” and “LGBTQ+ culture”) 
  • Religious practices and groups (e.g., “Catholic Church” and “Jewish holidays”) 
  • Political beliefs, social issues, causes, organizations, and figures 

For clients of PDM, many of which provide services in the healthcare, education or professional service  industries, this can have a negative impact on personalized ad reach. 

Thankfully, there are still ways to reach your audience: 

5 methods your company can implement to still drive conversions through Facebook Ads in 2022 

  1. Engagement Custom Audiences: Reach people who have liked your page or people who have engaged with your posts in their News Feed. These people have already expressed a direct interest in your services or products and ads will yield a higher success rate if shown to them. 
  2. Location Targeting: If you own a brick-and-mortar or are advertising a local event, you can reach people in a specific vicinity using location targeting.  For businesses that offer services in the home, or companies that ship products, you may set your radius around serviced zip codes and your ad will be shown to people in those targeted areas. 
  3. Lookalike Audiences: Similar to Engagement Custom Audiences, Lookalike audiences can be built to target Facebook/Instagram users that fall under the same user categories as a seed audience.  Use this option if you want to broaden your reach to people who share interests, locations and have purchased products or services similar to yours.
  4. Website Custom Audiences: You can build a list on Facebook Ads that retargets anyone who has previously visited your website. Using Website Custom Audiences is a powerful remarketing tactic that will increase your conversions by 56%. 
  5. Customer Lists. If you have already built customer email lists in your own CRM tool and have permission from subscribers to use their information, you can upload your lists into Facebook’s Custom Audiences. This tool will help you target, retarget, and stay top of mind with old and new customers.   

Initially, once these changes take effect in January, you may experience a drop in conversions. However, if you set up your ads using any of the above approaches, you can avoid a big decline and keep your engagement and conversion numbers growing. 

Looking for help getting your ads set up? Reach out to a Pop Digital Marketing specialist and Get Discovered. 

Diversity Marketing: Creating A Strategy That Works

 A recent study conducted by Adobe found that “61% of Americans find diversity in advertising important”. The modern consumer wants to feel seen by brands and diversity marketing is the key to achieving your audiences’ trust and approval. 

Diversity marketing allows your business to approach the market from a variety of angles and widen your reach. Brands often fail because their marketing is too narrow and doesn’t represent ‘real’ people in the present society. The present & future of marketing is now and it is diverse. Consumers are paying attention, are you? 

What Is Diversity Marketing? 

Diversity marketing is a marketing strategy that appeals to multiple groups of consumers. Successful diverse marketing stems from having a deep understanding of various cultures so that you can create effective and authentic content for your target audience. Brands often fail to reach these markets because their strategies are too narrow, only appealing to one or two specific groups.  

If you want to create an effective diverse marketing strategy, you need to go that extra mile to research and truly understand these diverse groups. You should learn about your target audience by asking questions and experimenting. The more effort you put forth helps to ensure that your brand’s diversity marketing strategy is a success.  

3 Steps in Creating a Successful Diversity Marketing Strategy: 

             

1. Learn and Understand your Company’s Diverse Market 

The first thing to do in diverse marketing is to dive deep into your consumer’s minds and learn about these different groups that exist. According to a recent report from Facebook, “most (71%) expect brands to promote diversity and inclusion in their online advertising”. Take the time to understand these groups and learn how they would want to see themselves in media, be spoken to, and discussed. 

2. Add Inclusive Imagery into Your Content 

People want to be able to see themselves in a brand’s advertisements and content. If a brand is only using images portraying one type of person, they are narrowing their audience. According to a report from Heat Test, “69% of brands with representative ads saw an average stock gain of 44% in a seven-quarter period ending last year”. Having a wider, more inclusive representation in your brand’s imagery is a key factor in a successful diverse marketing strategy. 

3. Strategize Ways to Prevent Tokenism 

Tokenism is the practice of only doing a symbolic effort to do a particular thing. This is basically when brands singularly try to appear more inclusive and diverse when they are actually doing this to just make their consumers happy. People are quick to know when a company is not authentic, and doing this can really damage your brand. Make sure you come from a place of sincerity and authenticity; this will ensure your diverse efforts will be a success.  

Successful Diversity Marketing: 

Creating a successful diversity marketing strategy doesn’t just benefit your brand and consumers, it influences the positive change of a more accepting cultural, inclusive, and diverse world. The team at Pop Digital Marketing aims to ensure our marketing strategies are as effective as possible for our clients. The more you understand your diverse audience, the more likely you will achieve success.  

How to use ‘Competitive Advantage First Language’ in your Marketing

The guidelines around how to develop effective messaging in your company’s ads have evolved considerably over the past 100 plus years. Fans of the TV show ‘Mad Men’ would be aware of the ad creation process in the 60s, which revolved heavily around storytelling via visual marketing collateral. And while that method is still well used, we now additionally rely on digital space advertising.

In the past, our ads drew on teasers, click-bait, and short descriptions in order to prompt prospects to click through to our product or service. As of the latest research, you have less than two seconds to grab the attention of a potential customer online – two seconds and they’re gone, they’ve already continued scrolling.

This means that the very first words a person sees on your posts, your ads and/or your website need to grab their attention immediately. One effective way to do this is by utilizing a competitive advantage first focused approach.

What is ‘competitive advantage first’ language’ marketing?

The competitive advantage first approach focuses on prioritizing your unique offerings, your differentiators in the very first copy of your ads – preferably at the beginning of the sentence.

If you’re unsure of what makes your company different, you’ll need to take a step back and do some hard research. Poll your current customers about what keeps them coming back, looks at what people are saying about your business in reviews, mentions on social, etc. What is it that comes up as the key defining feature that you want to be known for, and that others consistently refer to?

Why it works?

Very few businesses are entirely unique. There are likely hundreds or thousands of companies that do what you do, so you need to stand out to succeed. Catching the customer’s eye with your competitive advantage can be key to giving them a reason to click through.

Your secret sauce needs to be exactly what the customer needs, thinks he/she needs and/or doesn’t yet know they need yet. You are the answer to the question they’re asking.

Once you can adequately identify your competitive advantage, you can start working on the copy to place on your digital marketing campaigns. Your campaign language should visibly state how your service/product brings value.  If you only have those two initial seconds, it’s vital that the first words people see outline a value.

Remember to try and steer with positive adjectives, and to tailor each campaign to the audience you’re targeting.


Examples of Competitive Advantage First Language Ads:

Monday.com

This ad is a prime example of presenting its value to a select audience. Their Competitive Advantage? They’ve done research on their audience and know the demographics they are targeting respond to adjectives like “new generation”.  They lead with that claim.

Additionally, Monday.com claims to be the project management tool for Mac users.  Visually, they fill in their logo with the Mac brand colors to connect the two even further.

Allbirds.com

Allbirds successfully uses competitive advantage first language in this ad.  Look how they structure the ad copy under the video. Machine Washable is the biggest value and they placed that at the beginning of the sentence.  Normally it would be phrased, “When life gets dirty, you need machine washable shoes”.  But Allbirds took the value and restructured the sentence to grab the readers attention.


You can see how, by defining your key traits, you can boost your ad responsiveness. If there’s a key element you serve, it makes sense to highlight that in your copy – and with so little time to stop the scroll, you need to do so quickly.

 Need help with identifying your company’s Competitive Advantage? Let Pop Digital Marketing help you Get Discovered.