Cha-Ching! 3 New Paid Ad Features Marketers Need to Know About / Marketing Strategy / Last Modified: February 22, 2017

Every year more and more features are added to digital advertising platforms, and to stay in the game, you need to stay up to date on each.

Every year more and more features are added to digital advertising platforms, and to stay in the game, you need to stay up to date on each. 

The trick is weeding through the noise and finding the advertising features that can actually benefit your business.

Below, we’ve listed three of the latest paid ad features released in the fall of 2015. 

We break down each for you and show you tips for maximizing your use of them to drive results:

Related Article: Google Ads vs. Facebook Ads: Which is Better?

1. Twitter’s “Buy Now” Button

About a year ago, Twitter began testing the use of its “buy now” button directly within users’ feeds. With a single click, Twitter users can purchase your products directly from the platform with a link embedded right into your Tweet. All you have to do is use one of the eCommerce platforms supporting this functionality, which includes Shopify, Demandware, and Bigcommerce.

We recommend the following tips to make the most out of this exciting new feature:

  • Make a Plan. Users who make purchases via Twitter are harder to retain since they may have never before visited your website or know little about your products and services. Make sure to track these users carefully and create a retention plan specifically for them.
  • Consider Your Audience Carefully. Social media is still in its infancy as a true eCommerce platform, so if your audience is traditionally slow to adapt, you’ll need to retarget or adjust your expectations accordingly.
  • Take Advantage of Targeting. The most important aspect of these Twitter ads is going to be getting the products in front of the right audience. Segment your audience and craft your Tweets specifically for them. It’s not a numbers game, it’s a relevance game.

2. Bing Ads Remarketing

It’s no secret that people typically think of Google when it comes to search engine marketing or optimization. But Bing is quickly becoming relevant to marketers, in fact, as of April 2015, an estimated 1 in 5 people use Bing. Like Google Adwords, through Bing you can remarket  (or retarget) your products to previous visitors to your website. This is important because over 95 percent of consumers don’t convert the first time that they visit your website. If you’re looking to drive brand awareness and results, a remarketing campaign is the way to do it.

Related Article: Pin It to Win It: The Do's and Don'ts of Advertising On Pinterest

Creating an effective retargeting campaign isn’t tricky, but it takes a bit of work. We recommend you do the following:

  • Create Tailored Ads. Create ads based on a visitor’s demographic information and the pages they visited on your website. Different visitors will be at various levels in your sales funnel, and you need to need to create different types of ads to convert them all.
  • Set a Frequency Cap. Set a frequency cap on your ads so your audience doesn’t feel bombarded by them. If they see you too often, they’ll get annoyed and tune you out.
  • Implement a Burn Pixel. Set a burn pixel to stop advertising to visitors once they convert. You can then begin sending them new advertisements for additional services or stop showing them ads completely.

3. Facebook’s Leads Ads

To maximize your lead generation efforts through paid advertising, you need to make the conversion process as simple as possible for your lead. Every extra step your prospects need to take or form they need to sign is one more chance for you to lose them

In response to this, Facebook introduced Leads Ads earlier this October. It provides marketers a simple way to capture contact information, provide visitors with quotes or coupons, and drive sign-ups to events all through Facebook. A user targeted with your ad simply has to click a button and Facebook will pre-populate the form fields with information from their profile. After that, they simply click “submit”—two clicks and a new prospect is generated.

To make the most of this feature, we recommend the following:

  • Use Your Best Stuff. Tempt users with the best content you have. If you’re trying to drive newsletter subscriptions, use your best performing content. Since signing up is so easy, one great piece is all it takes to land a new prospect.
  • Keep it Simple. The benefit of Leads Ads is simplicity so don’t add any fields not pre-populated by Facebook if they aren’t necessary. Remember that every extra step is another opportunity to lose your valuable leads.
  • Target Mobile Subscribers. Simplicity is an even bigger deal to them, so this is your best chance to tap into the enormous mobile market.

Related Article: 10 Best Practices for Paid Search (Part 1)

Did we miss any exciting new marketing features from 2015? Leave a comment below!

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