What year 2017 was for social advertising and follow-up. What has remained the same, what is new and what is looming on the horizon? Let us enter.
What was the same
UTM links are still crucial for understanding ad performance. We can never go beyond UTM tags, or track query parameters for this question. The reason is simple. No company has enough components of the digital stack to rely solely on it. In addition, no ad campaign is in a single media or site, most of the time.
Google may have search ads and analytics, but it lacks a delivery vehicle like Facebook. Facebook may offer a strong advertising product, but its analytics, search and non-Facebook stats are still evolving. I wish there is a way to automatically generate UTM settings for ads, platform, media and devices. For the moment, the best way is always to follow it manually.
I would like there to be a way to automatically generate UTM settings for advertisements, platforms, media and devices. For the moment, the best way is always to follow it manually.
The Lookalike public is an invaluable tool on Facebook. Many businesses still do not use similar hearings because they do not think they have enough data or because they do not know how to put them in place . If you do not have enough purchases in seven days, expand the window. Try 30 days, 60 days or even 90 days. The trolleys to be added also work well. Otherwise, try registrations or website visitors. Think of look-alikes as a cascading funnel. You build them by driving the traffic to the specific action. So be patient. A better audience will come in time.
Product feed ads are also valuable. I'm amazed at how valuable product feeds are for my ad campaigns, not just for remarketing. Product stream ads have proven time and time again that they work well as prospecting units, realizing a fantastic cost-per-acquisition and often better than traditional heaps of prospecting, such as ads. link or video.
Although each case is different, it is worth trying for your company. If you use a hosted e-commerce platform, or if your products do not change often, it's easy to create and connect a feed. The effort is minimal considering the return. Add this to your essay assignment for 2018.
The ability to display all the advertisements of your competitors on Facebook. This one is shocking. The intention of Facebook is to allow users to see all the ads on a page so that they can find out if a message is an ad or organic. The potential for advertisers is huge. You can now see all the commercials of your competitors or inspire you with advertisements of the brands you admire. This heals blocking screenwriters, increases competition and is probably the best advertising enhancement in a long time. This feature will be fully deployed by the end of 2018.
Twitter becomes safer. Twitter finally began to take a stronger stance on hate speech and aggressive behavior. I run a lot of Twitter campaigns outside of lookalike and re-marketing. Still, it is reassuring that Twitter is taking a step forward to make sure that the content of my brand does not appear next to something that goes against the standards of my brand. (I'm watching you, YouTube) The question remains open, though: What exactly is Twitter? This issue could be facing this year as Twitter responds more and more to Wall Street.
… it is reassuring that Twitter is taking a step forward so that the content of my brand does not appear next to something that goes against the standards of my mark.
The capabilities of Pinterest are coming slowly. It's getting easier for small brands to advertise on Pinterest. The features are always light. Do not expect to increase spending on your brand here, yet. But with greater emphasis on the pixel, as well as more targeting and delivery options, Pinterest is becoming a valuable tool for brands that strongly rely on Pinterest organically, or content visual in general. Expect great things from Pinterest this year and in 2019.
On the horizon
More information on the platform. While I was opening the "what's been the same" section noting that no digital business is doing everything well enough to appropriate the market, it's not fault of having tried. Look on Facebook – in particular, the ad manager. There is now a complete web analytics solution for your site, all using the pixel. This feature did not come with a lot of fanfare. And Facebook is still working on bugs. But it's a step in the direction of giving a deeper insight into what commercials to perform, and why.
Simplified follow-up. Despite the predominance of UTM links, better and easier monitoring is forthcoming. So, automated tracking. Increased tracking models and greater use of user-friendly variables allow marketers to create plug-and-play equations that automatically populate the necessary information. Unfortunately, these are still platform-specific. But as more and more advertisers have to prove the ROI of their ads, simplified and automatic tracking will become a must-have.
More mobile products. We live in a mobile world. The era of exit on the desk is over. More and more, Facebook's advertising products only work on mobile. Instagram is a mobile product that has been brought to the office. The same will apply to other advertising products launched. If they behave well on mobile, they will appear on the desktop. If your business is not optimized for mobile, it must be there.
We live in a mobile world. The era of exit on the desk is over.
A good state
In short, the state of social advertising and tracking is good, overall. In the future, follow best practices, experiment frequently and be mobile. Not all companies have the opportunity to review each new feature or advertising product. And it's good. Do not worry.
Speaking of fretting, I am worried about missing something. Do you want to change this list? Let me know in the comments.