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Thought Labs Blog

3 Steps to Manage Your Facebook Ad Campaign While It's Still Active

Posted by Zachary Chastain on August 12, 2016

If you're new to running Facebook ad campaigns, or just a veteran advertiser who still has gaps in their knowledge, you may be under the impression that once you've created your ads, your campaign is running, and your ads are being served, that your job is done until the campaign is over.

This couldn't be more wrong though. What should you be doing while your campaign is running to optimize your results and learn more about your audience?

Learn how you should be experimenting with your Facebook ad campaigns while they're active.

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The Facebook Ad KPI's You Need To Get Better Results at a Lower Cost

Posted by Zachary Chastain on July 14, 2016

Are you new to running Facebook ad campaigns, or are you an experience advertiser who is unclear on what metrics you should be measuring and how you can use your metrics to optimize your ad campaign results and even optimize the results you get per dollar spent?

In this blog post I'll walk you through the metrics you should track, why they matter, and how you can use these metrics to get better results with your ads and even save money by getting better results from your ads per dollar you spend.

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Overcome Your Ad Retargeting Challenges with our Free Calculator

Posted by Cappy Popp on July 14, 2016

Retargeting: Challenging But Important

Retargeting helps convert people who've abandoned your site or app into customers. According to AdRoll, only, "2% of shoppers convert on the first visit" to a site.  But what about the other 98%? Retargeting can get those potential customers back by tracking them and displaying your targeted ads to them as they journey around the Web or social media sites.

Note: if you're not sure about the basics of retargeting please check out our post Retargeting in 2016: What you Need to Know for more information. It will give you the basics of retargeting and how you can get started with your own campaigns.

Planning a retargeting campaign can be challenging - and we've made a free tool to help make that process much easier.

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Deep Dive: Working with the Social CEO

Posted by Zachary Chastain on May 10, 2016

Welcome back to our Content Marketing Deep Dive series, where we analyze successful brands that consistently produce great content marketing. 

Today, we're looking at some of the deeper lessons that we've uncovered after analyzing our first 4 brands, and speaking in depth with their digital marketing teams.

A common theme in the brands we've looked at for our Content Marketing Deep Dive Series so far has been brands with a CEO who isn't afraid of being the public face of the brand, or engaging in social, video, and other mediums and channels.

The social CEO is rare, and a lot of the information that's currently out there about CEOs and social media is focused on how to get your CEO to embrace social media at all (61% of CEOs don't have any social media presence at all), how to get your social ad budget approved, or how to get your CEO on board to start using social media marketing for your brand.

We're diving into unexplored territory, to talk about how to work with the social CEO. I've put together a profile of the social CEO, along with some of the most common issues I've noticed these brands seem to have with coordinating with their social CEOs, and how to solve them.   

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SCOTTeVest Harnesses Crowdsourcing for Social Success - FRESH THOUGHTS PODCAST EP 08

Posted by Thought Labs Team on April 28, 2016

SCOTTeVEST has seen great success on social media due to their effective use of crowdsourcing feedback, allowing them to constantly refine and improve everything they do. We originally profiled them in our Content Marketing Deep Dive: SCOTTeVEST blog post.

In this episode, we followed up with with Luke Lappala, Director of Communications, and Gavin Griffin, Social Media Implementor at SCOTTeVest about how they integrate feedback into all aspects of their business.

This is one of our favorite podcasts so far, as you can hear the passion in Gavin's voice and see how they have truly integrated social into their business. 

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Content Marketing Deep Dive: SCOTTeVEST

Posted by Zachary Chastain on April 8, 2016

Welcome back to our new series, Content Marketing Deep Dive, where we examine successful brands that consistently produce great content marketing. We'll cover what each brand does well and what you can learn from them, with 3 key takeaways you can begin applying to your content marketing efforts. We'll also take a look at how the brand could improve on their current efforts.

Today we're taking a look at how SCOTTeVEST uses social media to promote their content marketing efforts, both with video, images, and other content they've created, as well as content from 3rd parties like customers and online reviewers. 

My analysis of SCOTTeVEST was a lot of fun to do. They are very well rounded with great content, excellent customer service, and a clear commitment to their community of customers. Still, I did find some room for improvement, and you can find my advice for how they could better utilize LinkedIn as a platform for targeting one of their specific personas at the end of this post.

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How to set up the Facebook Pixel for Retargeting

Posted by John Maver on March 31, 2016

Every retargeting campaign needs a trigger - a way to know which people to target based on an action they have taken. With most retargeting platforms, this is done by adding a tracking pixel to your website. Facebook is no exception - they have created the aptly-name "Facebook Pixel". This newer pixel replaces the old ones that you might have used in the past.

This article will walk you through how to get the Facebook Pixel code, how to add conversion tracking events, and where  to add it to your website.

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Content Marketing Deep Dive: Lifehacker

Posted by Zachary Chastain on March 30, 2016

Welcome back to our new series, Content Marketing Deep Dive, where we examine successful brands that consistently produce great content marketing. We'll cover what each brand does well and what you can learn from them, with 3 key takeaways you can begin applying to your content marketing efforts. We'll also take a look at how the brand could improve on their current efforts.

Today we're looking into how Lifehacker writes great content and builds community. I think what really makes Lifehacker such an interesting example is that they're not writing to promote a product (though they do promote and recommend many) and they don't typically write their own original content.

They're very different from what many "experts" consider necessary for great content marketing. As a publisher they most likely have a business model very different from your brand's, however, you still have a lot that you can learn from Lifehacker and apply to your own brand's content marketing efforts!

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State of the Art Social Self-Service with AVG Technologies - FRESH THOUGHTS PODCAST EP 07

Posted by Thought Labs Team on March 29, 2016

AVG Technologies has long offered some form of social self-service support to its millions of users. In 2015, after internal analysis of metrics and user satisfaction decided to change everything. Jas Dhaliwal, Director of Customer Care Self-Service and Social Care at AVG led the effort to completely replace the old FAQ and forums based system to one based on Salesforce Community Cloud.

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Saddleback Leather's Content Marketing Secrets - FRESH THOUGHTS PODCAST EP 06

Posted by Thought Labs Team on March 14, 2016

Following my deep dive into Saddleback Leather's great content marketing, we sat down with Keenan Erwin, a member of Saddleback Leather's digital marketing team, to learn how Saddleback Leather got their start in content marketing, how their team grew, and what philosophy has helped to drive their success!

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Multiple Facebook Pages and Content Marketing Deep Dives - FRESH THOUGHTS PODCAST EP 05

Posted by Thought Labs Team on March 3, 2016

Hear how Facebook's new Reactions give brands a chance to learn how people really feel. Learn why some companies have split their main Facebook pages into many smaller pages. Dive deep into the content marketing practices of Saddleback Leather and Caspar to learn what is working well for them. In this episode, John Maver, Cappy Popp, and Zachary Chastain talk about all of these topics and how marketers should take advantage of them.

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Retargeting in 2016: What Do You Need to Know?

Posted by Zachary Chastain on March 1, 2016

 

Retargeting is changing in 2016. Learn what you need to know, why it's important to your brand, and how retargeting will change in 2016! 

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What the Heck Are Facebook Reactions?

Posted by John Maver on February 25, 2016

 

The release of Facebook Reactions is huge news because it is a huge change - extending the Like button with 5 new emotions. These reactions enable users to express their opinion quickly, both positively and negatively, but what does it mean for brands and how can you take advantage of these new engagement options? 

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Content Marketing Deep Dive: Casper Mattresses

Posted by Zachary Chastain on February 24, 2016

Welcome back to our new series, Content Marketing Deep Dive, where we examine successful brands that consistently produce examples of great content marketing. We'll cover what each brand does well and what you can learn from them, with 3 key takeaways you can begin applying to your content marketing efforts.

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Should Your Brand Have Multiple Facebook Pages or Just One?

Posted by John Maver on February 24, 2016

 

While some brands are still focused on building a community with one page, many others are creating multiple pages based on topics, location, or audience. Which is the best option for your page?

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