Everything You Need to Know About Facebook Carousel Ads

No doubt you’ve seen one or two carousel ads in your news feed since Facebook released them last year. You’ve probably seen them more and more on your phones too because in May, Facebook also announced they were opening carousel ads for mobile. Digital marketers rejoiced. Why? Carousel ads have proven to be very effective at driving conversions and lowering cost-per-click.

In an internal study Facebook surveyed 9,000 ad sets and compared data between single-image ads and carousel ads and found that carousel ads:

  • lowered cost-per-conversion by 30-50%
  • lowered cost-per-click 20-30% over single-image link ads

Those are some serious results! But for marketers, what’s the best part about carousel ads?

They allow for more creative ways for you to get in touch with your target audience. In an age where consumers are bombarded by brand messaging, carousel ads give you some new, creative ways to get in front of your audience.

Carousel ads allow you to not only post multiple images, but multiple sets of captions, and allow you to link to multiple landing pages on your site. Multiple products, multiple landing pages throughout the sales funnel… The possibilities are near endless!

Proven Ways to Use Carousel Ads

Below are some ways that brands are currently using carousel ads to great success!

Showcase multiple products: Perhaps the most popular use case, carousel ads allow you to show images of multiple products. There are two ways you can approach this: you can either share similar products, like a collection of summer dresses, or products that go well together such as a matching pair of hat, scarf and shoes each highlighted with their own image.

Tell a story: Use the additional image space to tell a story about your products or service. Take your customers through the journey from start to finish. Talk about a problem that you business solves, then solve it for the customer. Use this format to elicit an emotional response from your customer, draw them in with the first image, then keep them engaged with the following images.

Use the space for larger panoramic image: Take advantage of the new, wider viewing area by creating an image that spans the whole width of the carousel ads. Whether you are simply showing an amazing image or showcasing different parts of your product, this is a very creative use of space and will keep your customers interested as they click through – hoping to find out what’s next in the ad.

User/client testimonials: For many companies, testimonials are a driving force in building the necessary trust to gain more clients. Use the multiple images and captions to feature all of your testimonials. The key here is to keep it short and sweet, you need to make the most of the limited characters you get!

New blog posts: If you are a blogger or a brand that has a ton of content to share, consider creating a carousel ad that links to some of your more popular blog posts. If you’d like to push targeted blog posts out to a very specific, targeted audience, carousel ads are a great way to do that!

Enough about examples, let’s jump into how to build your own ad.

Creating Your First Carousel Ad

The ability to build carousel ads was just recently released in Ads Manager so everyone has the ability to create their own carousel ads. You should be using power editor to create your ads, but we will cover more on that later. For now, let’s use Ads Manager to build your carousel ad.

An important distinction with carousel ads is that they are only available under the following campaign objectives:

  • Clicks to Website
  • Website Conversions

So once you have chosen you objective in ads manager, chosen your target audience and budget you can get into the fun part!

Under the “How do you want your ad to look?” section, this is where you can choose the carousel ad option. Select “Multiple images in one ad”.

Once you’ve selected “multiple images in one ad” the ad creation tool below will change to look something like this.

Let’s break this down.

The first thing you will do is enter the custom text that will appear above your ad. This text will not change with each smaller image, so choose something that introduces your audience to the ad, and preps them for what they will see below. You have 90 characters to grab their attention and hold it!

Next, as we scroll down are two check boxes in the “Images and Links” tab, I will explain each of these.

  • “Automatically show the best performing images” – This option will optimize your ads based on performance. Facebook will automatically re-order your images when more people click on them, putting the highest performing ads first. If you uncheck this box, your images will always appear in the order you upload them. Important: If you want your ads to tell a story, uncheck this box.
  • “Add a card at the end with your page profile picture” –  Facebook calls each individual ad a ‘card’ within a carousel ad. If your ad only has 2 images (or cards), Facebook will automatically add your profile picture to the last card in the series. Add more than 3 cards to your series to be able to uncheck this box.

Next, on to creating the actual cards within the carousel ad!

The carousel ad card creation section should look like this. An explanation of the sections below.

  1. Uploading your Images – Choose something eye popping from your library or choose from Facebook’s collection of stock photos. Recommended size for these images is 600 x 600 pixels.
  2. Headline – The larger blue text below your images. You get 40 Characters to play. Make them worth it.
  3. Link Description – The gray text below the headline. Again, you get 20 characters. It’s tough, but you can make it work!
  4. Destination URL – These are not visible on carousel ads like they are in single image ads. An important distinction with carousel ads is that you can use the same URL across all of the cards in your ad, or you can have each card go to a different URL. This is where you can send people to different landing pages or different product pages, depending on what image in the ad is clicked.
  5. To upload more cards, click the 1,2,3, across the top to edit each ad. Click the + to add more cards to your ad if you have more than 3 cards you would like to ad.

Here’s what each space looks like when added into an ad.

Call to Action Button: This is optional, and based on the length of copy you use, it has the potential to cut off some of some copy, so use your best judgement here. Always double and triple check your ad preview before you move forward with a CTA Button.

             

Finally, you should disable ads on the desktop right column and the audience network. Carousel ads only work on mobile news feed and desktop news feed, so you don’t want Facebook to attempt to serve your ads on these two options.

Once you are happy with how your ad appears in the preview, Review your order and place it!

Ta-da, you’ve created your first carousel ad!

Optimizing Your Carousel Ads

Here are some general tips for making the most of your carousel ads.

As mentioned above, an important decision you need to make when you decide to create a carousel ad is whether or not you want your cards to have a predetermined sequence, or if you want Facebook to automatically optimize the cards within your ad based on their performance. If you want your ads to always be displayed in the order that you create them, you need to be sure you uncheck “Automatically show the best performing images” which by default is checked when you create a carousel ad.

If you are creating your own images for your carousel ads make sure they are optimized for 600×600 pixel viewing. You don’t want any of your creative to be cut off because you used the standard 1200×628 pixel Facebook ad image format.

As with any other Facebook ad, your image can contain text, but no more than 20% of the image may be covered with text. Use Facebook’s Grid Tool to determine if your image is in compliance. Also keep in mind your image will be smaller, so if your font is too small, your audience might not be able to read the text.

Have you tried creating carousel ads? What has worked for you? We would love to hear from you about your successes or how we can help you build better carousel ads! Ask away in the comments below.

5 Tips to Write More Compelling Subject Lines


You can have the most compelling, well-written email on the internet…

But if the subject line is sub-par, nobody is going to read it.

So, if you’re looking to make strides in your email success, subject lines are a great place to start.

Of course, the content must also be good – but we’ve talked about how to create awesome email content on several other blog posts.

So today, we’ll focus on subject lines.

Your audience will judge your emails based on your subject lines. They play a huge role in getting your emails open, read, and clicked.

But unfortunately (or perhaps fortunately for you), many companies don’t know the first thing about creating compelling subject lines.

So, even their best emails often go unread and are ineffective. But I don’t want you to fall into that same trap.

That’s why, today, I’m giving you 5 easy tips for creating more compelling subject lines….

  1. Ask a Question
    This is a great way to engage your subscribers. When you create a compelling question in your readers’ minds, they’ll feel like they have to open your email and get the answer.

Asked the right way, a question makes the subject line more personal, like it could be affecting them.

For example, if you’re writing an email about email subject lines mistakes to avoid, you could say, “5 email subject line mistakes to avoid”.

Or, you could make it much more compelling, and ask, “Are these 5 subject line mistakes killing your open rates?”

The reader will think, “Wait, am I making these mistakes? Could my open rates be better? I need to check this out.”

  1. Use Their Name
    Do you know your subscribers’ favorite word?

It’s their name! And, if you have their info, you can use their name in your subject lines.

Now, you don’t want to do this all the time – because you can certainly overdo this until it actually hurts your open rates and annoys people.

But doing it once or twice a month should help you boost open rates.

How do you use it?

It’s simple as just incorporating their names into a regular subject line.

For example, instead of saying, “Your free gift inside!”, you can simply say, “Dave, check out your free gift!”

  1. Use A/B Testing
    Almost all email marketing software allows you to A/B test subject lines. In other words, you can try two different subject lines for the same email on a certain portion of your audience.

If your email software provides this feature, you should definitely take advantage.

How should you A/B test?

Write two different subject lines (perhaps use a different one of the tips in this post for each), and then test them out for 2-3 hours on 10% of your audience each. Then, select the winning subject line to get sent to the other 80% of your audience.

  1. Create Urgency
    This type of subject tip works particularly well for emails where you offer something. Urgency is one of the most powerful drivers – people don’t like the idea of missing out on something.

If you have some sort of time-dependent offer, like perhaps a deal on a certain product or even an opportunity to see a webinar, it’s a great chance to create urgency in your subject line.

For example, instead of “Get 50% off on XYZ product (See inside),” you could say, “[Last Chance] Get 50% off on XYZ product (See Inside).

You can even take it up a notch from there, and say something like, ” Last Chance! Get 50% off on XYZ product (Ends at 11:59pm)”.

The idea is to make readers feel like they’re missing out on something if they don’t open up the email.

  1. Create Curiosity
    Curiosity is one of the most powerful tactics you can use when crafting your subject lines. The idea is that there’s a big “secret” but they need to read the email to discover it.

Basically, you don’t give it all away in your subject line. No spoiler alert.

So, instead of something like, “How fast food sneaks harmful toxins into your body,” you could say, “How THIS common food could be debilitating your body with harmful toxins.”

A great subject line will get your emails opened, read, and clicked. Use the tips listed here and give your emails subject lines a huge boost – and make your business more profitable today.

The Importance of Twitter First Impressions


First impressions matter, a lot. I have always found the line, “He is not the type of guy you will like at first but once you get to know him, you’ll like him,” to be interesting. If I don’t initially like someone, am I really going to take the time to get to know them? Odds are that I won’t. Maybe the guy is the nicest person in the history of the world, but if he makes an awful first impression, it is highly unlikely I, or any of us, would invest time in that person. The same is true with Twitter and the first impression your Twitter profile gives to potential followers.

Twitter has over one billion users. That is billion, with a B, people. I am not great with math, but that is a lot! We all want to gain that engagement and build relationships, but that process starts with the Twitter user deciding to click follow. A user will only spend a few seconds, sometimes less, deciding to follow you, or move on and likely never look at you on Twitter again. If you make a bad first Twitter impression, you will struggle to gain new followers. However, the good news is that you just need to follow a few guidelines to ensure you make a good first impression.

Look good, I mean really good in your profile photo:
Sure, “good” is subjective. If you’re a business, your profile photo will be your logo. Make sure it is formatted properly and has that clean crisp look. If you’re an individual, use a professional photo. It is okay to have a little bit of fun with your photo, I do in mine, but still keep an over-all professional look.

Profile Photo Tips:
No sunglasses or anything blocking your face: People want to see your eyes.
Nobody else in the photo: That confuses people.
Gentlemen: No backwards hats or tank tops. Just trust me on that one.
Keep the same photo: Don’t change your profile photo more than about once per year. People notice and identify you on Twitter often by your profile photo. I change mine once per year.
No text: Your profile photo is not the place to advertise. If you’re promoting through your profile photo, users will assume you’ll be throwing sales tweets at them non stop.
Rock that Twitter Bio
Here is the truth: Users will probably only ever view your bio once, and those who do decide to follow may never go back and look at it again. Where your bio is of the utmost importance is when that non follower clicks on it and gives it a quick glance to decide if they’ll follow. Put some TLC into your bio.

Twitter Bio Tips:
Use all the space Twitter gives you. You get 160 characters; use them all and make them count.
Who are you? What do you do? Who should follow you? Who can you add value to? Your bio should answer those questions, or most of them, to someone reading it. People want to know if you’ll add value to them. If they are unsure, they won’t be likely to follow.
Don’t try to be too cute or too funny. It is okay to do a little something to stand out. But devote most of your Bio to what I listed in the previous point.
Make sure it is human. There are a lot of fake Twitter accounts, or inactive twitter accounts. Make sure that, if someone is reading it, there is no doubt you’re an actual person.
Update it when needed: You change. Life changes. New careers, new interests. Make sure your bio reflects those changes in your life.
Paint a Picture with your 5 Most Recent Tweets:
This is something that I do not think too many people ever think about, but I am always aware of it. When people click to view your profile, they’ll typically only see and view your 5 most recent Tweets. They will make the assumption that those 5 tweets are an accurate representation of your typical pattern of content sharing, and they’ll base a big part of their choice to follow or not based off that. If your most recent 5 tweets are all self-promoting, or if they are all just retweets, or all the same generic “thank you for following,” people might chose not to follow. Make sure your 5 most recent tweets paint an accurate picture of what you tweet.

Tips to Paint a Good Picture:
One self promoting tweet:
Two is okay as well, but any more than that and you’ll look like you’re only about selling people.
One or two replies and/or retweets:
This shows you engage with your followers. However, I’d suggest avoiding having more than two or three being replies and retweets; You want to show some original content.
One or two original content Tweets:
You want to show that you have unique value that you can add to your followers. Share your blog. Share a thought, opinion or joke. Add value and show personality.
One photo or video:
This is more of a suggestion than a guideline. However, photos and videos stand out, and also will get favorite and retweeted more than other content. Having a photo or video within your tweets will make your profile stand out a bit.
There you have it. Three guidelines that, If you follow, will help you make a great first impression on Twitter, which will help to increase your new followers and lead to a more engaging audience. Go make some great first impressions!

ARCH DIGITAL AGENCY NAMED #33 MOST INFLUENTIAL SOCIAL MEDIA BRAND


A new report by Onalytica outlined the top 100 social media influencers and brands.

We are THRILLED to report that ARCH was named the 33rd most influential social media brand. In addition, two of our teammates, CEO Ahna Hendrix and Twitter Specialist, KP Kelly are listed in the top 100 social media influencers online.

To read the full article and check out the other incredible businesses included the report, click HERE.

HOW TO DEAL WITH UPSET CUSTOMERS ON SOCIAL MEDIA


We’ve all dealt with upset customers – those who had a legitimate complaint and those who just want to rant.

But I urge you to consider the two as one. Because regardless of which situation it is, both should be handled exactly the same way.

Why? Because I’m a big believer that if we have the right mindset towards these situations from the onset, it will be much easier to handle them when they arise.

Let’s be honest – we all have different perspectives, tastes, definitions for how we want to be treated, and definitions of what a good product or service means to us. So when someone gets upset, the best thing we can do is acknowledge it, even if it doesn’t make sense to us. Because it could make total sense to them.

Basically, I stand with the motto I heard growing up in my parent’s businesses, “the customer is always right.” We’ve all heard it before, and while you may disagree, I encourage you to see the bigger picture.

We don’t live in a society where we can keep negative situations quiet anymore. The person who walks into our business or buys something online and isn’t pleased could end up being our worst nightmare by spreading that negativity everywhere.

But it doesn’t have to end that way.

I’ve been working in some form of customer service since I was ten years old, and that’s no joke. When you grow up in a family restaurant, and beg to make that bling you see sliding into the waitress’s aprons – the lessons start early. And due to my intense personality, I had to learn quickly how to deal with unhappy people or risk losing my job.

However, that lesson has served me greatly throughout my life – continually given me raises, promotions, and helped me to make my business what it is.

Because I view negative feedback as an opportunity. There’s even a strange part of me that’s pleased when someone gets upset because I get to smooth it out and make someone’s day. There’s no denying I’m a major fan of these mental exercises.

But mostly because I know that some of our most loyal and vocal customers will come from the folks who initially despised us or our brand.

Here’s how to deal with upset customers on social media (and in everyday life).

  1. Change your perspective.
    As I’ve already said, our perspective is one of the most important things we carry with us in negative situations, and it can make or break the outcome.

The first thing we must do is to understand that anyone and everyone who frequents our business or hangs out with us online is precious – they are a human who deserves to be treated well. If they’re spending money on us or simply talking to us, we want to take every opportunity to treat them with respect and develop a relationship, especially when it comes to online relationships.

A lot of folks on social media see a disconnect between the relationships they develop online and those developed in person. I don’t. To me, they are the same. That perspective not only helps me to be aware of how I treat online relationships, but often reminds me to go the extra mile to be kind or thankful because they can’t see me.

And hey – they don’t have to like me. Or share my content. Or talk to me at all. But it’s an honor they do!

When we change our perspective and understand that the little avatars online are real people, it’s much easier to handle negative situations when they arise.

  1. Take a step back.
    There’s a quote that says we shouldn’t make decisions when we’re emotional, and that’s wise advice when dealing with angry people. No, it’s not easy to hold ourselves back or not react, but we must.

I call it – putting on our adult pants and dealing with it.

Take a step back when someone says something negative. Over the years, I’ve had numerous people leave negative comments on Facebook Ads, via Twitter, and on blogs. The initial emotion is defensive, and possibly annoyed, frustrated, or angry. But NONE of these emotions will aid us in handling the situation.

When we purposefully take a step back, we regain our power to look at the situation objectively.

Let the emotion go, let the hurt ego subside, and try to view it objectively. What are they really upset about? What are they trying to say?

Online communications are often misconstrued, so it’s vital we step back and evaluate what’s going on before reacting.

I’ve been in situations where I waited an hour or more before responding. Do NOT rush or feel the need to handle the situation immediately, regardless of how damaging the comment is. How you reply is imperative, so give yourself the permission to wait until you can do it objectively.

  1. Acknowledge the issue and apologize.
    The next step, and the first step towards your reply will be to acknowledge the problem and apologize, regardless of what you think.

But hey, we’re in our higher selves now, right? So let’s proceed that way.

“Hi, Robert. Thank you for reaching out to let us know the product didn’t work correctly. I’m very sorry for this inconvenience.”
“Good afternoon, Janice. We’re sorry to hear your experience at our store wasn’t as it should be, no one likes being in that situation.”
“Hello, Paul. I’m so sorry to hear our service isn’t what you’re looking for – we want you to be happy.”

What’s most important when crafting a reply is that you don’t use some canned, automated sounding crap.

Be honest. Be human. Be real. Be empathetic. If you answer them with some generated response, they’ll be even more upset. And they should be!! We’re dealing with a person here – speak naturally.

And use “I” whenever possible. Depending on your business, it may be more appropriate to use “We,” but make sure to sign a name at the end either way.

I always sign my replies “-Ahna” because it helps alleviate the disconnect they feel with leaving a comment online and reminds them they’re talking to a real person.

  1. Offer a solution that makes sense for them.
    The second part of that response will be offering a solution that makes sense for them – not us.

When dealing with upset customers or prospects online for my clients, I contact the client to discuss the best solution we can offer them. If this is your business, then you get to skip that step. But I always involve the client because sometimes they think of things I don’t or are able to go above and beyond what I was going to offer. In addition, it keeps things transparent with the client.

Because of my background, I’m a fan of reimbursing an angry customer and adding on something extra for their frustration. Deciding how you will deal with unhappy customers is something that should be outlined ASAP, if you haven’t already.

But do yourself this one favor: do NOT ever consider a financial loss to be more important than making a situation right with a customer online. Over the years, I’ve been blown away while working with some clients who refuse to reimburse customers to make it right, even when the problem was clearly on their end. The money you save is rarely worth the customer you lose.

“Hi Janice, we’re sorry to hear your chocolate arrived a melted mess – that’s terrible! We’re going to reimburse you for your purchase and send you a fresh package on us.”
“Hi, Dan, thank you for making us aware you weren’t able to access your service this month. We have resolved that issue, and are happy to reimburse you for the month and give you the next two for free.”

Make sure the solution replaces whatever they’ve lost at minimum. And to get those customer service gold stars – include an extra.

  1. Ask them if it solves the problem.
    The final piece in your reply is to ask them if your solution solves the problem. This is KEY because you want to know (and you want anyone else who’s reading this ordeal to know) 1) if they are happy with the outcome and that 2) you care.

If we don’t ask whether our solution makes them happy, we undercut them by assuming all is well with our actions. In essence, it makes us look like we don’t care, and that can leave people feeling cold even though we offered something fantastic.

“Hi, Nikki. Thank you for letting us know the sweater was shedding, your feedback is very important. We apologize for the extra frustration on your end, and want to send you a new one with an additional 30% discount on your next order with us. Our company prides itself on quality clothing and we want to make sure you’re happy. Does this sound like a good solution for you?”

By wrapping it up and making them admit that the solution works for them, it also unconsciously closes the problem in their mind. At this point, they calm down and are thankful because they feel acknowledged and cared for.

  1. Follow up.
    The follow up is where most businesses fall short, and where your business can shine bright!

Wait a week or a few, depending on the situation, and then reach back out to them and make sure they are pleased. If it’s a product replacement, make sure the new product works as it should. If it’s a service replacement, makes sure they’re pleased with it.

When we take the extra step to follow up it can seal the deal to changing them into a loving and loyal customer because it’s personal and unexpected.

And if you’re doing business right – you always want to do the unexpected.

Finally, sometimes all the respectful talk in the world won’t absolve situations, and we’ve got to learn to let that go. I’ve dealt with ranters who simply wanted to push and push, and I had to say, “Thank you for your feedback, we will do our best to ensure this doesn’t happen again.” Or, “I appreciate your honesty and will make sure to handle things differently the next time.”

We always win when we acknowledge, apologize, and offer a solution that works for them.
But if that can’t be done, the next best thing is to simply thank them, and let it go. Ruminating on a hard situation only infects our day and we can’t allow that to happen. Negative commentary will occur, regardless of how awesome your business is, so don’t take it personally. Change your perspective and view it as an opportunity.

I hope this layout serves you well in dealing with negative situations online. If ever one occurs and you’re uncertain of how to deal with it, feel free to reach out to me – I loveeee turning a negative into a positive!

Now it’s your turn – did I leave anything out?? Would you handle it a different way? Share below!

4 TOOLS YOU NEED TO KNOW ABOUT IN FACEBOOK ADS MANAGER


If you build Facebook ads, you’ve likely noticed some BIG changes in Ads Manager in the past months.

While most of these changes are cosmetic, it can still be a bit difficult to navigate the new environment if you are not overly familiar with it. However, Facebook has invested some serious time in making Ads Manager more user friendly – and for that we should be thankful.

This article will help you find the most useful tools inside Facebook Ads Manager and explain a little bit about how and why you would want to use each of them from a higher level.

When you log into Facebook Ads Manager it’s going to look something like this:
Facebook Ads Manager

A Quick overview of this page:
The menu that used to be along the left sidebar has moved to the top. Use these options to navigate to other areas within Ads Manager or the Facebook Ads Platform. Under the Tools drop down are some important tools we will touch on later.
Below the main menu is a drop down that will display all of your saved reports – one of the great new features that we will touch on.
If you are an admin on multiple accounts, the next drop down will allow you to easily navigate between all of your ad accounts.
Main Nav

Next down the page is a graph showing your daily spend over the last 7 days, with the total to the right. It’s a good idea to keep an eye on this and make sure nothing appears out of the ordinary.

Daily Spend

And finally, below the daily spend is your campaign views. This is one of the biggest, and most welcome changes to ads manager. The main viewing area of Ads Manager now houses all of the important data you need to analyze and improve your campaigns.

You will by default be viewing all of your account’s campaigns, including those that are inactive. Active campaigns will be shown at the top of this list. You can easily switch between Campaigns, Ad Sets or Ad Views from this dropdown menu.

Campaign list

From this main view we will be able to access the four features we think are most important for improving your Facebook Ad campaign results. Let’s jump in and get dirty.

1 Analyzing the Performance of your Campaigns

From the Ads Manager main view you now have access to each of your campaigns – this information used to be housed in a menu item hidden on the left side under “Reports”. Now with one click you can jump into any campaign and begin to analyze its performance.

Clicking on one of your campaigns will change your view substantially to something similar to this.

Campaign Drill Down View

The data from your campaign is represented visually across the top. You can easily change the graphs that are displayed depending on which metrics you wish to focus on. The default view is based on your campaign objective, but you can change the graphs along the left side to show you details on the number of “People Reached” or your “Amount Spent”.

Clicking on “Custom” will allow you to compare two different campaign stats. Each of these drop downs has the same options allowing you to cross reference data. Depending on your campaign objective, the top two options will vary, but these are the options when you choose the Post Engagements objective.

Performace:Customize

The default view of this screen is always set to Performance, but you can change this to either “Audience” or “Placement” to gain greater insight on who is interacting with your ads and on which devices.

Each of these graphs have their own drop down menus which you can adjust the data based on your preference.

Audience View

Placement View

2 Creating Custom Reports and Saved Reports

As mentioned, you now have an easier time accessing your Campaign, Ad set, and individual Ad’s data. In nearly every view of the new Ads Manager, you are able to see detailed reports of exactly how your campaigns are performing.

By default, you will always be viewing the ‘Performance” data, but you can easily customize these reports. Customizing these reports to fit your particular goals can save you A TON of time as you look to become more efficient with your ads.

Columns Default

Based on which metrics are important to you and your business, you can adjust the reports to show you valuable information.

Want to know which ads are creating the most likes, comments, shares? Use the Engagement Report.
Want to know the reach, frequency and cost per impression of your ads? Use the Delivery Report.
One of the more important reports that really helps you determine the strength of your campaigns is the “Performance and Clicks” report. This will give you insight into a number of different metrics based on your campaign objective.
To customize any column view you first select “Customize Columns” from the columns drop down. This feature was previously accessed via the “Custom Ad Reports” option, but is far easier to find now.

Customize Columns

Within this view you are provided with a plethora of options to create the report that makes the most sense for your business and your objectives.

Customize Columns Options

On the right side is “Columns Selected” which will display all of the columns currently in your report. To remove a column from the report, click the X next to it.

The list along the left will allow you to view all the column options available to you to include in your custom report. If you are looking for a specific metric, you can search for it across the top of the page.

Once you’re happy with your report, you can:

Save It…

Save custom

Name it…

Save

And access it at any time…

Access

You also have the option to make your new report the default from the same menu.

3 Access and Building Custom & Saved Audiences

The next two important features of Facebook Ads Manager are found under the Tools drop down in the main menu.

Facebook Ads Manager – Tools

Click on “Audiences” to create and save new audiences to use in your advertising campaign targeting. There are three different Audiences that you can create. Within these options there are a few audience types that we will focus on today.

Three Audience Types

Custom Audience: Customer List
You have the ability to upload a file of your contacts into Facebook and match the emails and phone numbers in your database up with Facebook users then target this list with ads.

Upload a file

Custom Audience: Website Traffic
You can also create a list of people who visit your website or view specific web pages by applying a tracking pixel.

To do so, copy the code from Facebook and place it between the tags on your website. This will add all of the visitors to your website into a custom audience so you can remarket to them.

Name your audience and tell Facebook how long you want to keep visitors in this audience. The longest you can keep a website visitor in this type of audience is 180 days – so it’s a good idea to keep targeting them and keep them returning to your website.

Create Audience

Saved Target Groups
With the last type of audience you can save your commonly targeted audiences so that you can quickly reuse them for multiple campaigns.

This dialog functions exactly how Ad Set targeting does. Choose your audiences, demographics, interests and behaviors, then save them to reuse in future ads. Once you have chosen your targeting options, click “Create Audience” and you’ll have access to this audience at any time.

Create Saved Target Group

The next time you want to pull up this saved target group, select your new saved audience from the list and wa-la! The targeting options will be moved into your ad set.

Saved Audiences

4 Accessing and Reviewing your Pixels

And lastly, our 4th tool, the “Pixels” page found within the “Tools” menu.

Tools Pixels

Selecting this tool will bring you to a page that displays reports on your Custom Audience Pixels. You can view your pixel activity by domain, specific URLs, devices or events. These options are sortable near the bottom of the page.

Custom Audience Pixels

The default view of the page is for “Custom Audience Pixel” reports. If you click on “Conversion Tracking Pixel” you will be taken to the old page which contains all the information on your conversion tracking pixels for your ad account.

The final, useful tool on this page is under the “Actions” menu. Here you have to option to edit the pixel details, view the pixel code, email the pixel, or in the case of Business Manager accounts you have the option to Share the pixel with other ad accounts.

Actions Pixels

As you can see…
There are A TON of options for reporting and different tools at your fingertips in the new, revamped ads manager. This article only brushes on a few techniques and it’s always advisable to stay updated with the changes to the Facebook ads platform.
What do you think? Have you used the new Ads Manager? Do you find it confusing or do you really enjoy the new layout? We’d love to hear from you.

HOW TO COME UP WITH A NEVER-ENDING STREAM OF BLOG TOPICS


You ever feel like you’ve said everything you need to say about a topic?

“I’m empty, this is it,” you might think…

But the truth is, you probably haven’t even scratched the surface.

You see, I run the content side of a few different businesses – and I have to come up with 7-1o blog topics each month for each business. I thought I’d run out of topics months ago…

But here I am now, still throwing out topic after topic. Just when I feel like I hit a “wall”, I switch my perspective up a little bit and load up with new, fresh ideas.

And you can do the same – and put your content marketing on virtual steroids.

How?

When you feel like you’re fresh out of ideas, try doing these 10 things to get a “never-ending” stream of blog topics.

  1. Discuss the problems that your product or service solves
    Your customers like you because your product or service helps solve a problem (or problems) of theirs.

So, what better way to connect and add value to your customers than to help them with those problems through your content?

For example, if you have a webinar software company, you help make it easy for people to host webinars. You could write about how to make money from webinars, how to get more registrants, how to plan the webinar, etc.

  1. Address misconceptions around your main topic
    Every topic has myths and misconceptions. A lot of times, these misconceptions prevent your prospects from even trying to find a solution to their problem. They think it can’t be done, or it’s not worth it.

“XX is too expensive, I can’t afford it.”

“XX requires these skills, and they are too hard to develop…”

When you take the time to “debunk” these misconceptions, you offer prospects a fresh outlook. “Maybe this can be done,” they think. And they are that much more likely to give your product or service a try.

  1. Help readers improve on the skills relating to your topic
    Let’s say you offer a product that helps people write best-selling books in Kindle. There’s a lot of skills that go into that – writing, coming up with book ideas, storytelling, book outlining, formatting, marketing, book cover design, etc.

And that presents a great opportunity for you – you can use your content to help prospects improve on all of those skills.

Make a list of all the skills required to succeed at your topic, and see if you can think of some indirect skills that also might pertain. For example, if you have a webinar platform, one skill would be public speaking.

  1. Be vulnerable
    Sometimes you have to lay it all out on the line. Be open about your journey to success relating to your topic. Talk about your fears, your challenges, and your low points, and how you overcame it all.

Wrap your readers in with a great story of how you got to where you are now. This can be very relatable and build serious trust with your audience.

A great example of this is pretty much any post on James Altucher’s blog. That guy is an open book, and his vulnerability has been rewarded with a number of best-selling books and a huge, dedicated following.

  1. Tell a Story
    Have customers had a lot of success with your products or services? Tell their story! But you don’t need any crazy or inspirational “plot” for a good story. You can even tell the story of your day, and relate it with a strong takeaway that your audience can vibe with.

For example, if you own a health supplement company, you can tell the story of you and your friend debating whether or not coffee is healthy – and have the takeaway be your “take” on coffee consumption.

  1. Deconstruct fears
    Just as there are misconceptions around your product/service/topic, there are also fears. And like the misconceptions, these fears can also prevent people from ever giving your product or service a try.

Make a list of the common “fears” surrounding your topic, and see if you can deconstruct each of them. That could make for a series of powerful blog posts – and even some more eager prospects.

  1. Promote a product or service
    Yes, you can even promote your product or service. You can talk about new updates and deals, new features, etc. These are okay to do every month or two, but don’t blast out blog promotions every week.
  2. Keyword research
    What are people saying about your topic on sites like Quora and Reddit? These communities provide tons of opportunities to learn about your prospects. They’ll talk about current challenges, fears, desires, etc. Look at the most talked about questions/threads and create blog topics out of them. It’s already clear that people are interested in the topic.
  3. Read books related to your main topic
    Every time I read a book, I feel like I get 4-5 awesome content topics. If you read a 2-4 books a month, you’re guaranteed to fill your mind with some awesome new topics and perspectives. Reading will make you a more interesting person, and it will make your content a lot more interesting too.
  4. The 10 Ideas Rule
    James Altucher isn’t just great for vulnerability – he’s also great for coming up with ideas. He has the “10 idea rule”. Basically, you write 10 ideas down every day. They could be ideas for blog content or for new business ventures – the important thing is that you’re forcing yourself to come up with new ideas, and in doing so, flexing your “idea muscle”.

Whether you’re feeling “stuck” for ideas or not, this is a great exercise to add into your daily routine.

You don’t need to run out of blog topics – there’s a never-ending stream of things to write about. So, next time you’re feeling “out of ideas”, try these exercises and you’ll have an awesome list of blog ideas in no time.

Are you looking for some awesome blog content for your site? Send us an email or let us know in the comments below!

HOW FACEBOOK’S NEW REACTIONS WILL AFFECT YOUR FACEBOOK ADS


Earlier this week Facebook announced that they are beginning beta testing of “Reactions” in both Spain and Ireland.

Reactions are Facebook’s reaction (pun intended) to continued requests by users for a ‘dislike’ button – but with a twist. Reactions are “an extension of the Like button that gives people more ways to share their reaction to a post in a quick and easy way” – according to Facebook.

This new feature will be present on any post that normally would include the Like button. To access reactions you simply hold down (or mouse over on desktop) the Like button to access the six new reactions.

The initial reactions to roll out in addition to “Like” will be “love,” “haha,” “yay,” “wow,” “sad” and “anger.”

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How will this affect my posts and ads?
Facebook hasn’t explicitly said how (or if) different reactions will have a positive or negative effect on your posts and ads other than Reactions will have similar impact on posts/ads that Likes currently do. What they have said is that Reactions will give businesses and publishers additional tools to understand how people are reacting to their content and help them cater more content to specific Reactions.

Page managers (and advertisers) can access the Reactions to their posts inside their Page Insights. We can expect Facebook to use the information and feedback they learn in this initial beta test to improve the feature, and likely add additional weight to how the different Reactions will affect post and ad delivery.

What does this mean for advertisers?
Here’s a list of what Facebook has told us:

Metrics that include Likes in ads reports will also include Reactions. However, these won’t be broken out as individual Reactions.
Advertisers who want to see a breakdown of Reactions can do so in their Page insights only.
Reactions are treated the same as Likes for ads delivery (ex: Loves carry no extra weight than Likes in the auction).
In the same way that you can’t remove a Like, you can’t remove a Reaction.
The important thing here is that at this point, the different Reactions will have no positive or negative effect on ad delivery. Meaning if more people “Love” your ad, you won’t necessarily be given priority over a post with equal number of “Likes”. The same in the opposite direction for “Anger”.

If Advertisers want to see the number of different Reactions to their ads, they will not be able to do so within Ads manager – they will need to visit the individual Page Insights. However, the total number of Reactions, Likes included, will be reported as “Likes” in the ad reports – at least for the time being.

What direction can we speculate this will go?
While it’s still VERY (ahem, less than 48 hours) early in the game to make many assumptions about which direction this new feature will head, we can start to speculate!

Different Reactions may eventually have a positive or negative effect on ad delivery and bidding. If people are responding ‘negatively’ (Sad/Anger) you may see your ad delivery drop versus ads that people responding ‘positively’ to (Like/Love/Haha).

Different Reactions will have a polarizing psychological effect on how users react to posts and ads. As people scroll through their News Feed, they will be paying more attention to Reactions than they previously had to Likes. If ads/posts have a large number of polarized Reactions, people will be more likely to click through and see what is creating all the buzz. It has always been a good practice to try to create an emotional response with your ads, but advertisers can use this to their advantage by creating ads/content that create a very polarizing emotional response and then having strong calls to action on the landing pages of their ads.

It remains to be seen what direction that Facebook will take this new feature, but people sure are excited. Users have been asking for a way to portray other emotions other than simply “Liking” and even though it took Facebook a number of years to figure it out – I think they delivered a home run on this new feature.

Your turn: What do YOU think??

THE SECURITY OF YOUR TWITTER BRAND IS AT RISK!


Online security is a huge topic right now. Credit card numbers getting stolen. Private email accounts being hacked into. Then you have the security concerns with social media networks, like Snapchat, who recently had a breach of security and 4.5 million photos (you know, those photos they insist disappear) leaked onto a website. These are all big concerns, and there are all sorts of blogs out there with tips to secure your social media networks, but what people don’t talk enough about is how to protect the value of your brand.

Building a brand takes time. Unfortunately, if you don’t protect your brand, the integrity of your brand is at risk. A breach in the integrity of your brand can cause significantly more harm to your company than most any security breach. The social network in which you can build a brand the quickest, but also harm it the quickest, is Twitter. However, if you follow these four guidelines, you’ll minimize risk and allow for your brand to be as protected as it can be.

How to Protect your Brand on Twitter:
Step 1: The Basics – Twitter Account Security:
You can’t protect your brand if you don’t protect the access to your Twitter account. All social networks are vulnerable, and Twitter is no exception. These three tips can help you secure your account.

Change your password every 30 days
Limit who has access to the Twitter account. I suggest limiting access to 2-4 people.
Limit and be cautious with the third-party apps you allow to have access to your account. Many Twitter account security breaches come through third-party apps that users unknowingly granted access to.
Step 2: Integrity – One Strategy, One Voice:
Have a thorough Twitter strategy and a well defined brand voice. Everything you do on Twitter should fit within the strategy and comprised of the brand voice. This creates consistency. Moreover, it leads to brand integrity. If you only share content and interact within the boundaries of your strategy, you’ll always uphold your company values. Here are three tips to ensuring brand integrity:

Create a thorough Twitter strategy and stick to it.
Develop a company voice and don’t deviate from it.
Delete any content (Block/Unfollow people if needed) that does not fall within tips 1 or 2.
Step 3: Monitor -Who is Talking about you & What are they Saying:
You need to monitor the Twitter chat about your brand. This goes further than simply reading what people tweet at you or send via direct message. You need to search for mentions of your brand. Often, people will talk about your brand but not tweet it at you. You may find some things you don’t like. You might find some things you need to address. You can’t protect your brands value if you don’t know what people are saying. You may also uncover customer service issues that you did not know existed. Here are three tips to help protect your brand through monitoring:

Designate one employee that monitoring is part of their daily responsibility.
Setup a process to handle customer service issues. Once you start monitoring what people are saying about your brand, you will find customer service issues and you will need a system to handle them.
Use a tool or software, if needed, to monitor your brand on Twitter. There are several that do a great job. If you need a suggestion, contact myself or ARCH.
Step 4: Employees – Have a Twitter Policy and Educate your Employees:
Employees can be your biggest advocate on Twitter. If they are engaged, they can help give a big boost to your brand. However, employees are often your biggest liability. If they list you as their employer, they represent your brand, no matter what disclaimers you or they put out there. You don’t want to be a company with strict social media policies; nobody will want to work for you. However, you need some basic policies in place. Here are three tips to help educate your employees so that you can protect your brand from them and ensure they are advocates not liabilities:

Have a social media policy. Make sure all employees fully understand and agree to that policy. (I suggest working with your HR Department and legal counsel on creating the policy. Don’t just “wing it.)
Take immediate action when the policy is broken. Involve your HR and/or legal team if needed. The value of your brand is important. You need to protect it. When employees violate the Twitter usage policy and when they damage your brand, take action.
Encourage employees to get involved with growing the brand via Twitter. When you involve the employee with building the brand, regardless of their job title, they are more likely to always keep the integrity of your brand in the forefront of all they do on Twitter.
Do you notice the common theme with each of these four steps to protecting the value of your brand on Twitter? The common theme is that you are in control. It is difficult for anyone else to harm your brand when you take the steps to proactively protect your brand. The biggest threat to your brand on Twitter is yourself. Take the steps needed to ensure the security of the value of your brand.

I can confidently say that I speak for everyone at ARCH when I say that each specialist takes the value of our own personal brand, the value of the ARCH brand, and the value of all of our clients brands very serious. We take respecting the value of your brand equally as serious and any question you may have regarding how to protect your brand on Twitter is welcomed. Whether we ever work together or not, if you have a question about protecting the value of your brand, don’t let it sit and wait, please ask.

UPGRADE YOUR WEBSITE FOR OPTIMAL SOCIAL SHARING


I spend a lot of time auditing websites for clients, and geeking out in curious website research. Lately, I’ve noticed how many website make it VERY difficult to share their content or to simply locate where they are on social media networks. What’s even more concerning is that the websites offering the most native content are the biggest culprits!

They’re missing out!

Unless you’ve been hiding under a rock, you know that native content is king these days. And what does that mean? Any content that comes directly from a brand – content made by a brand, i.e. blogs, videos, photos, etc. Content that can ONLY be aligned with your business.

As the proliferation of marketing continues to work its way through all our favorite social networks, we’ve become numb to marketing messages, and that’s important to take into account. Because what sets your brand apart is the native content it’s producing, and how it’s utilizing that content to tell stories and share the brand values.

But you can make the best, coolest, most beautiful content on the web, and if it’s tough to share from your website OR it’s tough to find your social channels on your website – you’ll completely miss the mark. And all the content you’ve spent money or time on creating won’t benefit you in anyway.

That. is. tragic.

So I’ve put together action steps to upgrade your website for optimal social sharing. While ensuring a website is optimized for social sharing isn’t a complex topic – it’s one that’s CRUCIAL, and overlooked so often I had to write this article!

Let’s jump in:

  1. Display social channels prominently on your Home page
    When an Internet peruser comes to your website, it’s vital that your social media channels are displayed prominently or very easy to find.

If they have to spend time finding your social channels to follow you online – they won’t, and then they won’t be privy to all that awesome content you’re sharing.

Don’t overvalue your importance to visitors and/or think they’ll hunt you down.

Display_social_channels_prominently_on_your_Home_page

  1. Make social channels buttons open in a new tab
    This is my biggest pet peeve for social sharing on websites – make sure whenever someone clicks on your social channel buttons that they open in a new tab.

Why?

You do NOT want them to leave your website – that’s where you make money! But you DO want their support on social media, so ensure that clicking a button doesn’t cover up your website with a social media website.

I can guarantee they won’t find their way back 8 out of 10 times.

  1. Utilize clear and easy-to-use sharing buttons
    If social media sharing buttons aren’t easy to find, they won’t share. Period.

Even in this day and age, I can’t tell you how many blogs I come across that don’t make it easy to find their sharing buttons!! Drives me crazy and I usually leave. Or send them a nasty note – no, I’m joking.

But if I love their content then it makes me feel like they don’t really care about sharing it, and that’s not a message you want to convey.

I suggest placing the sharing buttons at the top and bottom of posts. While side hanging bars can look cool (I have one that needs to be replaced #argh), they don’t optimize for mobile sites, and can wreak havoc when the Internet swishes the website on other browsers (happens all the time).

Utilize_clear_and_easy-to-use_sharing_buttons

  1. Use beautifully designed (and effective) social sharing plugins
    I’ve seen some hideous social sharing buttons that were basically unusable and/or were placed somewhere that intercepted the content itself.

And update to something modern! Those outdated little boxes must go! They’re ugly, and people like pretty – so use attractive plugins for your sharing buttons.

Take the time to do your research to find effective and easy to install social sharing plugin that can optimize your shares.

Use_beautifully_designed__and_effective__social_sharing_plugins

  1. Add Pinterest buttons to all your photos
    All the photos on your website should be easily pinnable (yea, that’s a word now).

If you’re unsure of how to do this, Pinterest offers excellent tutorials to guide you along the way.

Even if your business doesn’t use Pinterest to market, it doesn’t matter – Pinterest drives a TON of traffic, and you never know how one addition could change your traffic sources.

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  1. Display social network buttons from the side bar
    The side bar of your website is another way to get your readers to see you’re online and follow you.

Most templates come with social buttons installed for sidebar use, but if not, use a plugin for the sidebar.

It adds another layer to people being able to find you. And that’s what we want!

Display_social_networks_buttons_from_the_side_bar

Overall, my message is simple – MAKE IT EASY to find your business online and share its content.

We’re all busy and hectic and running about the web with our heads cut off, so if your social networks buttons are hiding or the sharing buttons disappear, you’re throwing $$ out the window.

And we want the bling.

Alright, your turn – what am I missing??