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Akvile DeFazio - President at AKvertise
Akvile DeFazio is President at AKvertise - a social media advertising agency that helps brands effectively reach their target audience through social advertising..
Prior to her current role, Akvile worked at Third Door Media and Trupanion Pet Insurance, and she’s also currently a Facebook Advertising Consultant for Postmates.
The Facebook Advertising Platform (02:32)
Facebook is still a very solid and highly effective platform. There is so much data in terms of targeting and options to reach your target audience, regardless of what industry you’re in.
People are much more conscious about Facebook and their privacy but they are still using the platform.
The Competition (04:47)
Each channel is different and has a different user base but 80% of the world’s population is on Facebook.
There are some other channels that do really well, like Linkedin and Pinterest. They are heavily under-utilized channels.
How Advertisers Approach Advertising on Facebook vs. Instagram (06:32)
Facebook has a little bit older demographic because it has been around for longer. The younger crowds are much more active on Instagram because of short form content.
Instagram is a visual platform and a lot of people from all age ranges are joining it lately.
Advertising on Facebook vs. Twitter (07:56)
Twitter is a good choice as a secondary platform. It can help find some other consumers, particularly around events. That’s where we are seeing success.
It’s more difficult to do effective advertising on Twitter because the cost is a little bit higher.
Facebook Trends (08:55)
Advertising on Facebook is becoming more saturated as new businesses come into play. The platform is also dealing with some inventory issues because it is getting much more competitive.
They are doing a good job with the new ad placements and Instagram stories.
Driving Organic Growth On Facebook (14:08)
Facebook is primarily an advertising supportive platform. The brands that perform well organically are the ones that have been around for a while.
These days, if you are lucky, you might get up to 1% of your fans seeing your organic content.
One way to get around that, in case you have a small budget, is to focus on Instagram which has a better organic return.
Groups are another good tactic to get more organic traffic from Facebook. Groups are the new pages. They can also be helpful with the customer and lead acquisition.
Targeting Methodologies (02:22)
We start by creating an audience doc, where we put different types of personas, interest, and behaviors that go along with it.
You can import an audience such as your newsletter list for example, and then create a look-alike list by the click of a button.
Put a pixel onto your website so you can start collecting all of the user data. Once you are ready to advertise you will be steps ahead.
Getting Insights Through Pixel (05:04)
After Cambridge Analytica, we are not getting as much insight as we used to. There was so much more data in there in terms of credit card use versus education level, or household income. This was very useful when strategizing who we're targeting next.
Household Income (06:15)
If you have a large budget, it’s fine to target broadly. But targeting is very important if you are working with a small budget. Targeting customers with higher household income could have a positive experience on your brand.
Reaching The Right Audience With The Right Message (02:18)
Once you get down to the ad level and start creating the ad copy, put yourself in the potential customer shoes and see if it relates to that audience.
Make sure that you speak to the right audience. When people click on your ad and go to your site or your app, make sure that its a seamless process.
Different Placements For Copy (03:50)
The length of the copy depends on various factors. If you have something short, test it out. Also, make sure to A/B test everything - call to actions, headlines, landing pages, body copy etc. Experiment with both long and short term content and see what works better for your brand.
With our clients, short-form content tends to outperform the long one. People’s attention is a lot shorter now than it should be.
Using Video And Photos (06:33)
You don’t have to do a video for everything if you don’t have it, but you can test it out. Facebook teamed up with Shutterstock so you can get their free ad stock photos to use within the ad level system.
Facebook has an option that allows you to add your own subtitle file. It also scans your video and provides a script that you can manually review.
We found that the videos with people who were looking directly at the camera performed better, especially if they were smiling.
Putting The Right Call To Action (10:24)
The call to action will depend on your campaign. If it is awareness then it should be ‘learn more’. If you are promoting an app it should be ‘download’. If you are doing a lead generation campaign then the sign-up button would be the best choice.
Figuring Out What's Working (02:29)
You can use tools such as Ads Manager reporting and build some custom reports. Facebook also launched its new analytics platform last year.
However, we mostly rely on Google Analytics because it is the most robust tool.
Multichannel Attribution (03:58)
This is very important to us and we don't attribute everything directly to Facebook. You have to be mindful when you're doing reporting. Make sure to look at different comparison windows.
It's important to test different platforms and see how they perform using the data you have at your disposal.
Other Tips for Optimizing and Scaling Campaigns (08:28)
Don't start with the massive daily advertising budgets. From what we have seen scaling upwards performs much better.
The Future of Facebook Platform & Data Collection (03:04)
I don't think we have to worry about our jobs. However, we need to become more adaptive to the upcoming new landscapes. Another thing is being open about the use of data so you can build up the trust factor.
Data Regulation (04:50)
Facebook had a rough year but they will figure out the way to keep their users and advertisers happy. It's important not to focus all of your efforts on one channel and diversify as much as you can.
New Products & Placements (06:08)
Instagram is not so new, but they are really ramping up efforts there and trying to get more people to advertise on it. It's a great channel to test. I think the ads in messenger will be the next frontier.
The Next Couple of Years (07:50)
Mark and Cheryl will definitely be around. Facebook will come up with new products and placements, particularly with Instagram.
Other Tips (11:03)
Test everything and have fun with it. It's a social platform after all. Remember that people are there to socialize and become a part of the conversation.
And don't forget to check our company's website!