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How to write compelling Facebook ad copy
Facebook Advertising, How To's, Our Blog

How To Write A Compelling Facebook Ad Copy

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Are you frustrated with the results of your Facebook ads? Have you ever thought that those results were caused by the ad copy? Chances are your ad copy sucks. Fret not. Here are simple tips for writing compelling Facebook ad copy. Plus, watch out for the Ad Copy Cheat Sheet as a bonus at the end of this blog post. Make the ad copy relevant to the image Relevance is critical for success when using Facebook advertising. Remember, it’s a form of PPC which means you’re paying when someone clicks on your ad. If you’re showing ads that aren’t relevant to the ad image or target market, you’re wasting your time and money in doing Facebook ads. If you want to determine if your ad is relevant, Facebook advertising has this feature called “Relevance score” (counterpart of Quality score in Google AdWords) which measures the relevancy of your ad copy, image, and landing page to your audience. Let’s take the ad of Quizony below, the headline “What Kind of Fairy Are You?” is relevant to the image. People will determine the purpose of the ad because the word “Fairy” is related to the image (a fairy). Looking at the result of the ad, it has 1K likes, 330 comments, and 410 shares which means the ad resonates to its target audience. Ask a question People tend to become alert when they’re being asked. Asking your target audience a question can be a good way to encourage them to read, think and click on your ad. Here’s an ad from Quizony, their ad copy started with a question, “Ever wondered what gender your brain is?”. Plus, the headline is a question. If you will see this ad, definitely you’re going to pause, read the ad, and be curious about it. Test the long form ad copy If you frequently create a short copy for your ads and are not seeing great results, maybe it’s time to test the long form copy. In the ad with long text, you would be able to tell a story and explain everything. I recommend to test two ads with same image but different ad copy version (short ad copy and long ad copy). Mention price By including the price, the ad allows users to self-select based on whether they can afford the product or service. If they can’t afford it, they won’t click through, thus saving the advertiser money on unqualified clicks.) Let’s take the example of the ad below. Dreamland Jewelry includes the price of the product. If your target market click through the ad, it means the price $10.38 is a good price for the product. This weed out the your unqualified target audience. Create a sense of urgency (scarcity model) Adding a time frame to your ad copy creates a sense of urgency. In the ad example below, Emirates uses the word “until” that indicates time. Aside from “until”, there are other words or phrases you can use to add a sense of urgency including “today”, “now”, and “this week. Clear Call to action Having a clear call to action (CTA) is vital to the success of your ad. It is giving your target audience an idea what to do next. Your CTA should encourage people to click on your ad now. In the ad example below, Plexuss.com includes the words and CTA button “Sign Up”. It makes you want to click the article to learn more and act on it. It maybe filling out a form or purchase. Wrapping Up There you have it: Six tips of turning your Facebook ads into profits together with a few examples of awesome ones from all different brands. Getting Started Writing ad copy is both an art and science just like choosing an image. That’s why we created the Ad Copy Cheat Sheet. (Click the button below to open). Save it, print it, share it with your team.

People who have a business meeting
Our Blog, Website Optimization

Google AMP: 3 Benefits Your Business Needs to Know

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Thinking of improving your website’s loading on mobile devices? Is your website takes longer than 3 seconds to load on your smartphones or tablets? If your answer is a big YES, then accelerated mobile pages, or AMP for short is the perfect solution. In this article, I’ll share what Google AMP is, then we’ll discuss the benefits for your website. But before we dive into that, let’s check out this scenario. Imagine on your way home and decided to cook a dinner for your partner. Not sure what ingredients you have to buy on your grocery list, you take out your phone and do a search for “nachos recipe”. You’re on the road driving and the internet access is limited, and it feels that the websites you’re browsing is too slow. You get frustrated so you decide to close your browser instead. You are not ALONE. In fact, according to the study done by Forrester Consulting, 73% of mobile internet users say that they’ve encountered a website that was too slow to load and 40% of web users abandon a website that takes more than 3 seconds to load. This kind of problem has a solution – the Google AMP. So what is Google Accelerated Mobile Pages? ​Google Accelerated Mobile Pages (AMP) is a project backed by Google to make websites load quickly on mobile devices and across different platforms. Last February 26, 2017, Google has started to show search results on mobile phones with websites that AMP is implemented. To see what a faster mobile web might look like, Google developed this demo: ​What are the AMP benefits? Improve User Experience In the Philippines, 117% of Filipino are active mobile phone subscribers while the average daily use of internet via mobile phones is 3 hours and 14 minutes. These are the users who feel bad when they browse your website and when it loads too slow for them. With Google AMP, your website will load fast even if user is connected on a 3G signal. They can get the information about your business without wasting time and effort. Brand Identity A website that loads slowly means unhappy site visitors. That’s a bad impression to your potential customers. Google AMP gives your brand a positive impression to your potential customers. A mobile website that loads fast gives you a competitive advantage over your competition. Improve Search and SEO Performance Google says that nearly 60% of searches are now from mobile devices. Google is now heavily improving the user’s experience from searches coming from mobile devices. Since April 21, 2015, Google Search expands its use of mobile-friendliness as a ranking signal. With Google AMP, it makes your website not just mobile friendly but loads faster on mobile phones. Protip: You can check your site’s loading speed using the Mobile-Friendly Test tool. I can create a tutorial, if you’re interested, but really wanted to go over the benefits of AMP with this post. Final Thoughts If you haven’t used Google AMP on your website, it’s time to give it a shot. Google AMP is the future of the web and it’s the perfect solution to speed up your website loading. It could turn your site visitors to real customers. Comment below if you are interested with a tutorial about the implementation of Google AMP to your website.

Facebook live marketing a primer
Our Blog, Social Media

Facebook Live Marketing – A Primer

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Thinking of new ways to have a great conversation with your followers? How about doing this in real-time? Facebook Live lets you connect with your fans, friends and followers by sharing real-time video of what you’re seeing and doing. It made its debut last 2015 in its early stages with selected accounts including Dunkin’ Donuts, Tastemade and The Young Turks news network. Fast forward to 2017, it’s now available to all users provided that you have a video camera, an Internet connection, and a Facebook account. Facebook Live Marketing – A Primer So what is Facebook Live anyway? Facebook Live allows you to show your expertise in real time, take people behind the scenes, and much more. This is a good news for marketers and business owners because of high engagement and significant long term gains in social marketing. Simply put, engaging conversations with your followers can be capitalized. They can also share the video with their friends and family, potentially increasing its reach. By following these tips for Facebook Live, you’ll make it easier to market your products or services with a higher success rate. Here’s what you need to know. Provide a behind-the-scenes experience to customers “Customer experience is everyone’s business” is a mantra that I often hear from customer experience leaders. Of course, it’s true. Give your customers a peek behind the curtains of your business. By showing “behind the scenes” content, your prospective customers will be enticed to your products or services because they will know what you’re offering is a value for money. Show to your customers that your pair of shoes is handmade or your beer is “pure”. But giving customers a peek behind the curtain doesn’t have to end with physical products. The “behind the scenes” strategy is applicable in quite a variety of industries. Below is an example of a behind the scenes LIVE. ​Show sneak previews of new products or updates Product-oriented business can share sneak peeks of new products with their followers via Facebook Live. For example, if you just launched a new product, but it’s not yet available on your website, you could use a Live video to tease it to customers. As for the updates, this can be applied in service-oriented businesses where they can share daily updates, tips, and helpful hints. For example, if you are a real estate broker, you can some tips about real estate 101. In this way, you’re giving value and is positioning yourself as an expert in the field. Check out an example of an updates or tips LIVE by Benefit Cosmetics. ​Promote events Since Facebook Live lets you broadcast video in real-time to your followers, as well as directly to an event page or group, promoting an event via Facebook Live is definitely possible. For example, if you are a real estate developer, you can live-stream the “Open House” event. Chances are, you can still engage your followers who want to attend the event but can’t afford to. Answer questions Mark Zuckerberg did this during his first live public Q & A last year. He invited users to post questions in the comments, and for others to vote on them by “liking” the comments. Encourage further comments and questions to get more news feed activity and engagement. Protip: Compile all the Q & A and create a blog post version. Share it with your followers so they can still refer to it every now and then. Conclusion There you have it! We hope this has been a realization to you as a business owner or marketer that live video is worth a shot. As for Facebook, we’re curious to see how they develop their live video platform to help brands connect more deeply with fans and followers, and individuals connect more deeply with friends, family, and community. For more Facebook Live tips and tricks, check it out here.

Google Adwords green outlined ad label
Google AdWords, Our Blog

Google AdWords Green Outlined Ad Label Replacing Solid Green Version

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​This week, I’ve noticed a change in the new Google ad label. Instead of a solid green background, now it has a green outline and white background. Google appears to be testing a green outlined label. According to the statement of Google to Search Engine Land, “We routinely test potential improvements to the look and feel of our search results page. After experimenting with a new search ad label with a green outline, we’ve decided to roll it out. The new ad label is more legible and continues to make our results page easier to read for our users with clear indication of our ad labeling.“ Here’s another statement from Sundeep Jain, Google’s director of product management for search ads, at SMX Advanced last June, ”We want to make it easier for users to digest information on the page, so we’re gradually trying to reduce the number of variations of colors and patterns on the page and bring a little bit more harmony to the page, which is why we reduced one of the color elements on the page.” It’s not the first we’ve witnessed Google’s move in making changes in the ad label – from yellow to green. Maybe, Google is bored with the green now. Is this already available in the Philippine? Yes, definitely. The change rolled out to the Philippines but in mobile device only. The desktop search results are still using the old label maybe because there are more mobile searches that in desktop. Filipinos also spend more time on mobile than desktop. Mobile Device Google Ad Search Result Desktop Device Google Ad Search Result We just have to wait for few weeks to roll out this to any device completely. Do you think it will increase the CTR’s? Or reduce the invalid clicks from fraudulent search bots? A double win for PPC marketers and their clients. Let us know if you spot the new Google ad label the impact of it to your ads. Share your experience in the comment section below

Holding a camera phone to take photos
Facebook Advertising, Our Blog

5 Best Practices in Facebook Video Ads

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Are you maximizing the potential of video ads to achieve good ROI? According to Forbes, videos have much more engagement than any other content format. Also, Dennis Uy, CTO of Blitzmetrics and also a high caliber social media influencer told the Sleeknote that videos rock because it is a powerful way to generate more sales. So listen up… Even in social advertising, Facebook video ads are being widely adopted because they’re more engaging than static ads. But the costs are on the rise because social advertisers tend to produce more video ads than static ads. The way to combat the competition? Effective video campaigns. Here are five tips to help you see a good ROI, in order to justify the spending of money. 5 Best Practices in Facebook Video Ads Keep it short and sweet People tend to have a short attention spans which means they are not willing to sit through a long video. When you create a video, try to keep it to 15 to 30 seconds range because at the end of the day your goal is to keep interested parties onboard for the entire length of the post. Create an enticing Thumbnail Thumbnail is what people see at first glance of your video. It is hugely important as the content of the video. I highly suggest to create an attention grabbing thumbnail. Be sure that these thumbnails follow the Facebook 20% text rule. Protip: There’s no Facebook 20% text rule anymore but the new image text ratings have various criteria which I believe still goes with the Facebook 20% text rule (theoretically). Retain conversion as the goal You can definitely have a conversion goal same with direct response static ad. Even though videos are engaging, you can still drive conversions. Include a strong call to action A call to action is just what it sounds like – a call for your viewer to take a certain action after watching the video. I highly recommend including a call to action either in the video content itself or in the description you post along with your video on Facebook, just to make sure your CTA doesn’t pass any viewers by. Craft direct response ad out of video audience If you are a direct response marketer, take advantage of the video. Let’s say you’ve run video view ads in the past or post videos to your Facebook page, the people who’ve watched these videos can be retargeted. It’s the best. You now have the ability to create 6 different “Video Engagement Custom Audiences” based on the length of time people watch your videos. A game changer. Wrap Up Facebook video isn’t just a hot future trend. This is happening now. This is the best time to create and run a high-quality Facebook video ad campaign with or without prior experience. Do you have any smart tips you think should be featured. If you will apply one of the best practices we’ve mentioned here, please share your experience. Let us know in the comments!

Holding a black phone
Facebook Advertising, Our Blog

A Primer On Facebook Advertising For Beginners

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They are part of the Facebook’s world and we can’t do anything about it. You know you’ve glanced at them on your newsfeed as you looked at pictures of your childhood crush’s new baby but you’ve probably ignore them. The truth is somebody’s clicking on them – thanks to Hubspot handy infographic, Facebook’s ad revenue increased from $1.9 billion in 2010 to over $12 billion in 2014. The numbers are increasing despite of the birth of Snapchat. Good thing, Facebook acquired Instagram which is a great addition to their network. Yes, these kids might spend more time on these social networks but apparently their parents who have buying power spend on Facebook. A Primer On Facebook Advertising For Beginners Benefits of Facebook Advertising Do Facebook ads work for you? Knowing what Facebook ads can do for you is very important to determine your goals. It’s huge With over 1.4 billion people using this space, there is no single platform with as great a reach to the people who are interested in your exact message. More than 700 million people visit Facebook every day on their phones and tablets. 64% of Facebook users visit the site every day. Chances are, the customers you’re trying to reach are using Facebook. It’s streamline Facebook identifies audiences based on very complex factors beyond a user’s profile. You can choose the audiences that see it by location, age, interests and more. It’s flexible Though Google is now challenging Facebook for intent-driven marketing, the latter can still be used as a customer acquisition (using the right strategy), as well as a great place to create brand awareness. It’s mobile I’ve mentioned earlier that Facebook acquired Instagram which means they include its 500 million users who access the app only through mobile devices. Facebook Advertising Objectives Before we get too deep into ad unit details, here are some of the marketing goals that Facebook can help you achieve: Drive more people to visit your website Get website conversions Raise brand awareness Promote a product catalog Get more people to like your Facebook page Promote your app Get video views Generate leads or sales for services or products Drive more Facebook page engagement Get more visitors to your store Get more attendees for your event Types of Facebook Ad Units Before you create your first campaign, it’s crucial to better understand the different Facebook ad types. The good thing about Facebook is whatever your campaign’s objective is, there’s a type of ad for it! Facebook Ad Placement To reach your audience across devices, Facebook has carefully adjusted its advertising offering to better suit the needs of its users.Your ads can appear on Facebook different places which include: Desktop News Feed Mobile News Feed Right Column Instagram Audience Network Some placements may have higher costs and has effective results than the other depending on the objective and audience. Facebook Ad Creatives Suppose you’re done choosing your ad placement, you will now create an and choose a creative for the ad. Here are your options: Static Image Image Carousel (see image below) Video Carousel Single Video Canvas With regards to the type of creative chosen, it can affect results and total costs depending on your marketing objective and audiences. Facebook Ad Types 1. Click to Website Ads Do you want to see more people visiting your website, in hopes of getting them to purchase your product, fill up your form, or sign up for your newsletter? These are the ads for you. Type: Direct Response Objective: You’re trying to send people to important sections of your website. Bidding: People within your targeted audience most likely to click the link in your ad. Metric(s): Cost per Click (CPC), Click-through Rate (CTR). 2. Website Conversion Ads If you’re looking to boost stagnant sales, then Facebook has the ads that can help you increase your sales or bring in the leads you need. Type: Direct Response Objective: You want users to take an action on your site (make a purchase, sign up, install an app, etc.). Bidding: Targeting people who are likely to convert from an ad. Note: Facebook only determine users who are likely to convert if there’s a significant conversion volume within the first 24-48 hours. Metric(s): Cost per Acquisition (CPA), Conversion Rate (CVR). 3. Page Post Engagement Ads Type: Brand awareness Objective: You want to get more people seeing, liking, commenting on and sharing your Facebook ad. Bidding: People who are more likely to engage on your Facebook ad. Metric(s): Cost per Engagement (CPE), Engagement Rate, Video Views (if applicable). 4. Page Like Ads Are you looking to increase your Facebook likes? When someone likes your Page, your posts may appear in their News Feed, along with posts from their friends and family, so you can increase awareness of your business and meet new customers. Type: Brand awareness Objective: You want to increase the number of likes on your Facebook page. Bidding: People within your chosen audience who are likely to click on the Like button for your Page. Metric: Cost per Like (CPL). Example of Page Like Ad 5. Video View Ads Facebook receives over 4 billion video views per day. According to Adobe, shoppers that view videos are 1.81X more likely to purchase than non-video viewers. Are you looking for the best way to ensure people remember your brand and come back to your site? Then the answer is Facebook video ad. Type: Branding awareness Objective: You want to bring your business to life with Facebook video ads (behind-the-scenes footage, product launches or customer testimonials). Bidding: People within your audience who are likely to click or watch your video ad. Metric(s): Cost per Video View, Average Length of Video View, Video Engagement Rate. Facebook has the ability to create an audience based on people who’ve previously viewed your video content. Marketers can remarket the users who have viewed a video in an ad. 6. Mobile App Install Ads Are you struggling to get customers to download your

Cup of coffee and book
Our Blog

EmergeLocal Blog’s Digital Marketing Updates & Insights: Friday, September 9, 2016

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Happy 9th of the 9th and welcome to this week’s edition of the EmergeLocal Marketing Blog’s Digital Marketing Updates & Insights!What We’re Reading From The Experts Andrea Vahl How to Maximize Facebook Groups for BusinessFacebook Groups are a great place for a “natural group” of people to hang out including local connections, people who are part of a premium product that you sell, mastermind groups, customer service help,and more.Convince and Convert 6 Benefits and 3 Challenges of BloggingYou need to post regularly to your blog (at the very minimum every 30 days) in order to keep it engaging for your audience, but the exact frequency will depend on your content, your readers, and your resources.3Q Digital Programmatic TV – The Rise and FutureAs brands seek more robust targeting, ways to optimize, and the ease of automation across channels and devices, programmatic technology offers a way to buy audiences, not just shows, on TV.Simply Measured How to Prioritize Your Social Media To-Do ListThe real challenge is leaving enough room in the day and week to balance the day-to-day tasks that keep channels active with the long-term planning and strategy that is necessary to drive growth.Groove 20 Must-Read Books for Anyone Who Does Customer ServiceYou’ll find an updated list of 20 must-read books for anyone who does customer service.Digital Marketer How to Use Facebook Advertising to Grow Your Local BusinessLocal businesses know something really specific and crucial about their target market: they live or are in close vicinity to their business.When going to create your first campaign, or to boost your first post, focus on how you will stand out in the newsfeed.Hubspot Discover Where Your Competitors Are Beating You OnlineLearn the 4 important steps you need to take to conduct an inbound marketing competitive analysis on your top online competitors.From the EmergeLocal Team Handpicked For You 15 Inspiring Facebook Ad Examples Of Brands In The PhilippinesHere are the 15 Facebook ads we’ve analyzed to find out what makes them so fascinating and persuasive.Instagram Ads Best Practices To Help You Get The Most ROIFor marketers, Instagram ads represent a massive opportunity to drive a large and highly engaged audience to relevant product and content pages outside of the Instagram environment.3 Tools To Create Stunning Social Media VisualsFact: Social media gone visual. To make your social media posts appealing, you need new design tools that will streamline your design process.In this article, you’ll discover three new design tools that will help you quickly create amazing visuals for social media.

Instagram App and iPhone
Instagram Ads, Our Blog

Instagram Ads Best Practices To Help You Get The Most ROI

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Are you looking to start advertising on Instagram? Or have you started advertising but not getting great results?For marketers, Instagram ads represent a massive opportunity to drive a large and highly engaged audience to relevant product and content pages outside of the Instagram environment.In this blog post, I’ll be sharing some best practices for using Instagram Ads.Before we proceed to the topic proper, let’s determine if advertising on Instagram for your business works for you.This guide is for you if:Are you a brand manager who is interested in reaching out to new customers on Instagram but don’t know where to start?Do you manage digital advertising campaigns for clients and want to include Instagram advertising as another channel to reach their target customers?Do you own an eCommerce store and looking for new ways to position products in front of potential buyers?Are you a business owner who is looking for new ways to promote your products or services?If you are one of these people, I recommend you to start advertising on Instagram and apply the best practices. So, let’s dive in.​ Instagram Ads Best Practices To Help You Get The Most ROI Use Lifestyle Images Instagram is a social media platform and social isn’t about liking and sharing. It’s about engaging and interacting with your fans. That same goes for Instagram ads.Creative should be engaging. Lifestyle images that represent your brand’s persona work better on Instagram. Don’t get on Instagram to just post photos of your products. I recommend posting promotional content only 20% of the time. Like in all social media marketing, you can tell your brand’s story with as much creativity and thought when you do content marketing posts.Let’s take the Visit Singapore’s ad shown below as an example. The best part about their Instagram ad is that it looks like anyone could have taken it – a stolen shot. This was certainly intentional. The ad’s imagery is inviting and authentic. Create Images with Clear Focal Point Creative should have a clear focal point. You don’t want a super-busy or overly complex image. Marketers can use focal points in their Instagram advertising campaigns to direct attention to specific elements, enhancing brand recall and encouraging action. When your audience’s eyes are drawn to your ad, their attention will be held for only a few seconds. So, decide what’s your focal point. In this ad, Jollibee’s uses a mouth-watering photo to show off their product and catch the attention of their target market. The top background is blurred so it gives room to emphasize the product itself. Use Clear Call to Action Ad should have a clear call to action. Jeremy Smith, a conversion consultant, says the modern web audience is accustomed to the call to action. He quoted, “This doesn’t mean they are going to convert,” he says. “It simply means their minds are prepared for the experience of being called to act. They know it’s coming. Their minds have already decided that there will be a CTA.” In this case, Nivea Philippines’ ad drives action. Their creative includes two strong CTAs in a push to reach their campaign goals. First, Nivea Philippines encourages users to join their giveaway – that’s very clear in their image. Additionally, users can take immediate action on the ad with the help of a “Learn More” button. Whether you tell your audience click a link, subscribe to a newsletter, download a quote, or request a quote, being able to ask for an action is an opportunity to create impactful Instagram ads. Ensure Ads are Relevant to your Audience Ads should be relevant to your target audience. It is incredibly important to assess first your ad before it goes live. Here are the questions you need to ask yourself before launching your ads. Are they useful? Are they engaging positively? Would they resonate? Instagram uses a similar algorithm as Facebook, allowing a user to hide an ad they see and do not find relevant, and if this happens – Instagram will show your ad to less and less people. If you don’t want this to happen, ensure your ads communicate to the right target market. Split Test Different Ad Formats Instagram offers multiple creative ad units such as video, carousel, single image, etc. While you can generally use a single image ad format, is that the best thing to do? Instagram ads are like any social media ad campaigns: You can learn a lot from testing. To keep it simple, use the standard A/B split test method to test one Instagram ad against another. You can run a small campaign trying all three. Once you know which variety provides the best results, you can split test the next element – caption copy. Example of a Carousel Ad Example of a Single Image Ad Example of a Video Ad Final Thoughts Instagram is one of the social media advertising platforms that you can take advantage of in terms of aesthetic, targeting and user base, so don’t just wing it. Use these tips to brainstorm ways your business can advertise on Instagram with positive outcome. Take time to formulate a strategy so that in every ad you run, you’re delivering value and engaging with your audience. Bonus Tips Make sure your Instagram ads are appealing and relatable by using images that showcase real life situations and people. It will make your ads more memorable and connects with your target market. Standing out from the crowd is not easy if you want your ads to succeed on Instagram. Use bold, eye-popping colors to draw attention to your ads. Run different ads with different images to test which colors and other visual elements drive the most clicks. Don’t use the same images in your entire campaign duration. Your audience will lose interest when they see the same creative multiples times!

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