Tuesday, July 4, 2017

Program Your Social Marketing On Facebook With Dynamic Ads

For many Americans celebrating the July 4th Holiday means a day off work, plans to get out and enjoy the summer day with family and friends with tasty grill treats and refreshing beverages. The change of pace also gives many an opportunity to get caught up on social media platforms and online content browsing. Smart digital rainmakers know this too and that's why most leverage July 4th sales promotions with week-long social campaigns on platforms like Facebook to drive more website traffic and generate new leads.  With more than 2 billion monthly active users, Facebook provides brands with sophisticated targeting options, segmented by geography, gender, age and personal interests. But beyond broader conquesting activities, brands can fine tune their targeting efforts on Facebook using its Custom Audiences feature. That means you can target those who are already your customers with an email match process and a profile of potential new customers that share similar traits or "lookalike" audiences.

Automotive retailers are big Holiday marketers and July 4th usually represents a seasonality opportunity so they use the Holiday lead-in period to connect with their customers or those that have visited their sites on a social platform like Facebook. They typically use a variety of link ads or carousel ads with either Learn More, Compare Prices or Shop Now call to action buttons to test creative performance. By adding a Facebook pixel to its site, the digital marketer can then track the campaign and, more importantly, programatically optimize it to keep serving up relevant messages that lead to more qualified traffic and efficient ad spend.

Many retailers indicate utilizing a social marketing strategy like this one reduces its cost per lead by as much as 60 percent, while in some cases tripling reach and increasing promotional period traffic by as much as 20 to 30 percent. More qualified traffic at a lower cost is a recipe for lead spikes that generate incremental sales.

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