Month: November 2021

Today, most Facebook users access the app via mobile. This means, in order to maximise success, your Facebook ads need to be optimised for mobile use.

Today’s post is going to cover everything you need to know about creating content for a mobile world, through using high-quality creatives in your campaigns.

• Videos

Movement can make your ads significantly more eye-catching and by utilising videos where you can, you can connect with audiences across all platforms. You don’t need to spend loads to produce a show-stopping video. Simple bits of content such as animations and GIFs can work very well, depending on your brand.

• Aspect Ratios

When optimising your Facebook ads for mobile, ensure your videos and images aspect ratios are adjusted accordingly. You want to cover as much of the screen as possible to grab users’ attention.

• Ad placements

In order to get the very most out of your Facebook ads, you should use automatic placements. Automatic placements allow Facebook to use machine learning tools to determine where your ads will be the most effective across all channels, including Facebook, Instagram, Audience Network, and Messenger. This ensures you make the most out of your budget and viewability on the platform.

• Branding

When it comes to optimising your Facebook ads for mobile, it’s important to remember that the first few seconds of your ad matter the most. The most effective mobile video ads include branding in the first few seconds. You must remember to convey your brand’s key message in the first 3-5 seconds in order to grab attention and make your ads easy to understand.

In order to increase brand awareness and ad recall lift, you should aim to show your brand or product at the start AND end of your video. We recommend using colours and themes that communicate your brand throughout the video.

• Sound

Surprisingly, many people choose to watch videos with the sound off – likely in public places. Mobile ads that work best when designed for sound on and off. To do this, you can include text overlay/captions where possible. This makes your ads more visually appealing and ensures they have a clear focal point and message.

• Attention

It’s well known that people consume content quickly via mobile. For this reason, it’s important that you grab consumers’ attention in the first few seconds. You should aim to make an impact as quickly as possible. A few ways you can do this include moving images, as they are usually more eye-catching. You can also bring the most exciting frame to the front of your feed ads.

 

So, there you have it. Everything you need to know about creating optimised mobile ads in order to maximise your campaign success! Follow these best practices to get the most out of your ads.

Still feel like you need some extra help? Get in touch today to find out how we can level up your Facebook ads!

When publishing Facebook Ads, you obviously want to see the best results possible. However, if they aren’t even being delivered in the first place, then this can be a little bit difficult.

 

There are a number of reasons why your ads might not be delivered, and most are fairly straightforward to fix. If you want to know the reasons why your Facebook Ads aren’t delivering they’re being rejected in the first place, don’t worry, we’ve highlighted the most common reasons below, as well as how to fix them!

 

You’ve reached your spending limit

 

Let’s start with a simple problem that seems silly, but one that actually affects many businesses. When running ads, you will have to set a spending limit that runs across the whole ad account. When this limit is reached, your ads will no longer be shown on Facebook.

 

The good news is that this is very easy to fix. All you have to do is go to the Billing & Payment Methods tab in Ads Manager, where you will be able to see your current spending limit. Simply edit, reset or remove the figure and your ads will start delivering again.

 

Your ads aren’t scheduled correctly

 

Again, this problem might seem like something you’d spot immediately, but it is a surprisingly common issue. If you’ve scheduled ads for a specific time and date, then Facebook will only run them during that timeframe.

 

If you have a campaign that is scheduled to run in the future or one that has already passed its end date, then all you need to do is change the specified time.

 

Your ads violate Facebook’s policies

 

This issue is slightly more serious than the previous ones we’ve looked at and trickier to fix as a result. If your ad doesn’t meet Facebook’s advertising standards, then it will be rejected outright. This happens to a lot of businesses because Facebook is extremely strict with what they will allow on ads.

 

Restricted or prohibited content, such as depictions of violence, weapons or vulgar language are the easiest issues to spot, but sometimes things like misleading ads, fake offers or even irrelevant landing pages can see your ads rejected.

 

Brands or businesses that are advertising for special purposes, such as political campaigns or social causes, will be limited purely because of their grouping, so make sure this is correct before querying rejected ads.

 

If you’re not sure why your ads have been rejected or believe they have been marked incorrectly, then you can appeal to Facebook. They will then reinstate the ads if the appeal is successful.

 

In the case that your ads are still rejected, you will have to make the required changes. Facebook will give a reason for why your ads were rejected initially, such as inappropriate copy or content, so you will have to change the offending aspects and then resubmit the ads.

 

 

The ads have limited engagement

 

Making your ads as engaging for users isn’t just desirable for their experience, as Facebook can hinder your campaigns if they aren’t connecting with your targeted audience. This is why you need to pay attention to your Ad Relevance Diagnostics.

 

This will allow you to see the Quality, Engagement Rate and Conversion Rate for your ads. Essentially, you can use this to quantify how good your ads are when compared with others in the same audience, whether they are as engaging and ultimately determine if they are getting competitive conversion rates.

 

When looking at your scores, you should target ads with a ‘low’ ranking, as getting these into the ‘average’ category is more beneficial than moving ones already rated average into the above-average section.

 

Using the diagnostics, you can see which specific areas need work. For example, if you are having trouble with conversion rates, then you need to focus on your post-click experience, such as the landing page you are directing users to, or even re-examine your targeted audience.

 

The ads are stuck in review

 

We’ve already covered how Facebook reviews every ad before they go live, but what if you’re having issues with the process itself? Facebook advises that the review process should take 24 hours, but that it may be longer in some cases.

 

On holidays such as Christmas or Black Friday, Facebook will be inundated with ads to review, so the process may take longer across the board. Unfortunately, there isn’t much you can do to speed the review process up. However, there are preparations you can make to ensure this isn’t an issue.

 

You can schedule your ads ahead of time, which means that they will already be reviewed at the point you need them live. However, if you make changes to the targeting, creatives, optimisation or billing event, then they will need to be reviewed again.

 

Let Social Nucleus Help

 

As you can see, a comprehensive knowledge is required to ensure Facebook ads are simply being delivered. We haven’t even mentioned how to optimise these ads for best results or the importance of having a cohesive, multi-channel marketing strategy. The short of it is that it’s very complicated to run effectively on your own, especially when you’re dealing with all the other aspects of owning a business.

 

With that in mind, why not let the experts help? At Social Nucleus, we have an account manager, digital specialists and a creative time who can oversee every aspect of your Facebook Ads marketing. We work in Scrum formation, which means you’ll get a dedicated team who will work to ensure your ads are providing the best results possible. . If you’d like to take your advertising to the next level, get in touch and start connecting with your audience now.

Black Friday is almost here, and it’s arguably the biggest event for eCommerce store owners. It’s one of the easiest times to maximise conversions and drive sales, but to do so effectively, you need to allow room for preparation and planning.

 

Today’s post is going to walk you through some of our top industry tips and secrets that you can implement, before, during, and after Black Friday.

 

Before Black Friday

 

The period before Black Friday is arguably the most important. You want to make sure your strategy is planned, and this involves creatives and the channels you want to focus on.

 

• A warmup

 

In the weeks leading up to Black Friday, it’s likely that customers are going to be less willing to splash their cash. This is a great time for you to push brand awareness campaigns to drive people to your website. You want to get people talking about and sharing your brand before the big day.

 

Doing this also allows you to build a bank of vital customer data that you can utilise before the event. It’s a great way to get an idea of the people clicking on your ads and to re-engage any cold audiences.

 

• Optimise your site for conversions

 

Before Black Friday, you want to make sure your site is optimised for conversions. User experience, site speed and the checkout process are all areas you want to look at.

 

Your site needs to be fast, and easy to navigate as slow websites are almost guaranteed to lose you the sale.

 

Making sure your checkout process runs as smoothly as possible is also crucial to Black Friday success. Ensure there are no sign-up options or unexpected shipping fees. Aim to make the customer journey as smooth as possible to ensure they follow through with their checkout.

 

Something people forget is to optimise their site for mobile. Most customers shop on their phones, so if your site isn’t up to speed, you will lose sales. Ensure you have a responsive design; easy site navigation and a one-click purchase feature.

 

• Pre-approve your paid ads

 

Getting ads approved on Facebook can be a tricky process as it is and becomes even harder and longer during the Black Friday period. We recommend having your ads built and send for approval at least two weeks before Black Friday.

This gives you enough time to make any necessary changes for them to be approved and run smoothly.

 

During Black Friday

 

Once all your preparation is done, the hard work isn’t over. There are some things you need to be doing throughout the event to keep on top of sales and conversions.

 

• Keep on top of website optimisation

 

As customers are driven to your website, you’re likely to receive feedback. It’s important that you listen to this feedback, especially if it concerns site problems which you should fix as soon as possible to retain sales.

 

Perform regular site audits to ensure your customer’s journey is as smooth as possible.

 

• Optimise paid ads

 

Optimising paid ads daily is a vital part of maximising success, even outside of Black Friday. We suggest looking at metrics such as CPM (cost per thousand impressions), CTR (click-through rates), and ROAS (return on ad spend).

 

By measuring these key metrics you’ll be able to effectively analyse your copy, content, audiences, and strategy and realign your findings with your marketing efforts.

 

After Black Friday

 

• Increase customer loyalty

 

After Black Friday, it’s time to focus on retaining customer loyalty and retention. This can be done in a few ways.

 

Firstly, try retargeting ads on paid social channels. Offer customers discount codes and showcase your benefits and USPs. How does your product evolve with the customers and why should they come back for more? Do you offer any add-on products? Now is a great time to push them.

 

You can also increase customer loyalty through your email marketing by offering customers a code to use on their next purchase, encouraging them to come back.

 

• Cyber Monday

 

Making the most out of Cyber Monday is just as important and great for maximising sales before the Christmas period begins.

 

Firstly, you can create a dedicated landing page for your Cyber Monday promotions. By doing this, you provide customers with an easy and stress-free experience in finding the best possible deals. Doing so can also benefit your website in terms of SEO optimisation.

 

You can also increase your ad spend. Doing so makes sure you capitalise on your digital strategy as much as possible.

 

Finally, make sure your email flows are built and ready to send. Although customers were aware of your Black Friday deals, it doesn’t harm to let them know about your Cyber Monday ones. Try adding a hint of exclusivity by letting them know this discount is only for them.

 

 

 

So, there you have it. Our top tips for smashing your Black Friday sales.  It can be a stressful time for marketers but if correct preparation and planning are in place this is a great time to capitalise on some extra sales

 

Not sure how to execute your Black Friday strategy? It’s not too late to get in touch and see how we can help! Book a call with our ad experts today.