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Author: Stuart Hall

Keynote speaker – Facebook’s Ed Couchman

Ed Couchman is Director of Agency Partnerships, for Facebook UK. In this role, Ed is responsible for building meaningful and sustainable relationships within the media and advertising community and for ensuring that Facebook deliver best-in-class service levels and ideas to their clients. He works with partners to determine how their output can better reflect current consumer behavior, protect reach and heighten relevance. With a background in television, he also works closely alongside broadcasters to ensure they are using Facebook’s tools to create immersive experiences that will bring audiences closer to their favourite programmes.

We are delighted to have Ed join the event as a keynote speaker and talk through some of the many insights he has that can help you and your clients maximise Facebook for business.

Ed joined Facebook from Channel 4, where his five year tenure was marked by incredible growth and innovation. His responsibilities including driving commercialization of C4’s VoD service 4oD across multiple platforms and devices. This included being part of the team that secured the landmark deal to broadcast all of C4’s output on You Tube.

 

He began his career at Reed Business Information and has also been part of Ad2-one, Ad Link, and Associated New Media where he headed the display sales team across The Daily Mail, This is London and Metro.co.uk. Ed has two young daughters and suffers the pain and anguish of supporting Wolverhampton Wanderers.

You can see Ed and our other speakers live at SocialDay on the 31st May to 1st June 2017, to get your ticket for 3 days of amazing content from over 30 speakers CLICK HERE

Picture Imperfect – Law surrounding social media pictures and video

 

Picture Imperfect

With the festive season in full swing, it’s the time of year to let your hair down and enjoy the festivities. Partygoers beware though, as wild behaviour is very likely to be recorded for posterity and posted on social media for the world to enjoy!  But are people allowed to record and share your more embarrassing moments without your permission and what does the law have to say?

Sarah Garner, solicitor at DAS Law, looks at the rules surrounding social media photos and videos…

 

If photos and/or videos taken without my knowledge or consent, who owns the images?

The Copyright, Designs and Patents Act 1988 provides that the author of a photograph is the person who creates it.  The person who takes the photograph/video will own the copyright unless the photo/video was created by a person in the course of their employment.  In this case the copyright will be owned by the employer.

 

Can I have photos removed from social media or stop them being shared?

In UK law there is generally no right to privacy where an image/video is taken in a public place.  In a case involving Naomi Campbell, the court determined that the publication of photographs taken in public would only be prevented if they were obviously private, or were offensive in some other way.  This would include a person being caused humiliation or severe embarrassment.

Most social media companies have policies in place that although the creator of the photo/video is the owner, once they are uploaded you are granting a licence to that social media company to use or allow others to use that photo/video.

Due to the lack of privacy laws the courts are generally relying upon decisions in previous cases for their findings. Publication of photographs can be prevented if they were commissioned to be taken but were then used for an unauthorised purpose.

The author of the photo/video would need to delete the photo/video from their social media account for it to be removed.  However, if the photo/video has been shared by another user it is unlikely that it can be removed.

Can I insist they are permanently deleted and how do I go about this?

Being able to get photos/videos removed from social media is highly unlikely especially if the photo/video has already been viewed/shared.  The legal recourses available to prevent or remove photos/videos are a court injunction, a court order for return or destruction, or damages by way of financial compensation.

Most social media companies will block or remove photos/videos that breach their policies regarding containing offensive material or images but this would be at the discretion of the particular social media company.  You can however report any image or video for them to consider if it breaches their policies.

 

Speaker Announcement – Chris “kubby” Kubbernus

We are delighted to announce our first speaker for SocialDayUK 2018, Chris “Kubby” Kubbernus.

Chris is a Digital Marketing influencer who is living in Copenhagen, Denmark, although his accent might give away he is Canadian. He is the founder and CEO of Kubb & Co, a digital marketing agency. Chris has worked with Coloplast, Carlsberg, Burger King, and HP to name a few.

He is a social media commentator who has also built up a following as a marketing influencer in his own right, being named by Mashable as one of the Top 50 Marketing Influencers on Snapchat and by Forbes Magazine as the #1 Business Guru on Snapchat.

Chris has been featured in many publications and written articles for the likes of Inc, Entrepreneur and Huffington Post. You should also check out his YouTube Channel where he is the host of the Kubby show Chris has also build up an archive of some useful tutorials check it out here https://www.youtube.com/user/ChrisKubby

Having spoken at many prestigious events around the world on a variety of marketing topics we are pleased to bring Chris to the stage at SocialDayUK. Chris is able to talk about many topics from Storytelling through to giving you an insight into the dark arts of Social Media, we look forward to sharing the details of his presentation at a later date.

Looking forward to hearing your talk!

How does the Linkedin Algorithm work?

How does the Linkedin Algorithm work?

 

It’s a question I have seen asked a lot recently, along with how you should structure content.

After digging around a little, Linkedin’s engineers have been very open about how the content algorithm works. As ever quality content wins out. Here is why:

Firstly you need to remember Linkedin views its members as exactly that, members! You are able to personalise your feed which helps filter content.  It was a point Mark Williams (Mr Linkedin) raised when I asked what tips he could give to making the most out of the Linkedin experience.

“I would say that the engagement opportunities on your home page have increased considerably but there is still a lot of ‘crap’ blocking your view. I have spent time unfollowing people who autopost content and promotional posts and conversely followed those that are highly engaged. The result is a feed that always provides interesting and useful engagement opportunities and the more I engage, the better my feed gets”

This is also true of the algorithm when you post content on Linkedin:

Uploading content

Right at the outset your text, images and videos are being classified as they are typed or uploaded, your text in short form and long is being processed to determine what grade of content you are producing.

At creation, the content is classified into:

  1. Spam
  2. Low Quality
  3. Clear

Audience Reach

As your content is served to your network predictions are made using Hadoop Clusters (WTF is that I hear you cry – Hadoop is an open source, Java-based programming framework that supports the processing and storage of extremely large data sets in a distributed computing environment)

Basically, your content is A/B tested and the size of the audience you reach initially is proportional to if your content is Spam, Low Quality or Clear.  It is one of the reasons that content is able to stay around longer on Linkedin where is disappears far quicker on other networks, you are essentially drip feeding to your network.

We can also make some assumptions that this helps protect against those who are building large networks (although it may not stop the downloading of emails and the familiar line within a newsletter – you are receiving this email as we are connected on Linkedin)

This process is done by the programs (Kafka, Rest.li,liblinear, and TensorFlow) as a lot of content can fall into a grey area it can be manually checked.

Based on engagement and reaction of this sample determines how big your reach is and how many of your connections contacts will see the post by serving into news feeds outside your network.

 

What content should we post?

Every SocialDay delegate knows that quality content is the way to go and the virtues of creating content that need to be engaging and relevant to the audience do not need to be preached in this article.

Linkedin has changed alot over the last 6 months. The introduction of native video and a resurgence of attitude. It now feels like more than just a place for recruiter to find candidates and members are behaving more like true versions of themselves. The past attitudes are changing and engagement continues to increase, it’s a great place to put across your opinion after all it’s still a forum from business. That does not mean you can’t mix it up.  Chris “Kubby” Kubbernus says:

“My biggest tip is to try and break Linkedin. The old rules of LinkedIn and ultra conservative professionalism is dying. I am not saying be unprofessional. I am saying, press the envelope and see the results”

With the use of Native video B2B marketers now have a great way to stand out on a highly targeted platform.  Be creative and don’t be afraid to let the personalities behind the brands shine.

We can assume that the more engagement that you get the wider your reach into new networks through those who engage with your content will be, this is based on the Hadoop clusters.  We could not find any official figures that rank the levels of engagement, anecdotally many feel that comments are worth more and this would be supported by the Linkedin SSI (Social Selling Index) which actively encourages you to:

  1. Build a personal brand
  2. Connect with relevant people
  3. Share content that is relevant to your network   
  4. Build relationships (talk to people)

Sharing content is a key pillar to building SSI scores, so creating the right content for brand or business that is shareable is a win win.

Some great articles and case studies exist about how to write content, and in particular headlines, you should check out Neil Patel’s blogs on this as it offers some interesting facts about how to make your content stand out (not just visually)

 

Long Form

Another area to look at is the use of longform posts, this used to be a separate feature but now is served alongside content in the news feed (write article button on the status update) This is an excellent way to get thought leadership and deeper thinking scene.  

Talking to Kirstie Smith (Make & Believe Digital)

“The next thing on the list for me on LinkedIn, is writing and sharing more articles. It’s really easy to use the LinkedIn articles platform and I’m reaching more people on LinkedIn than I am through my blog (website). I personally see, and then read, a lot of LinkedIn articles appear in Google search”

It’s all in the detail

To make the most of Linkedin before all else make sure your profile is up to date if you are personal branding and likewise for company pages and showcase pages. You’ve done the hard part writing the content, don’t fall foul by having outdated info or incomplete info on your pages.

Finally make the most of the stats that linkedin provides, not many platforms will allow you to see who has been engaging with your content. This useful feature means you can ascertain if your content is hitting the right audience, and you can see by the reach if it falls in tp spam, low or clear.  

 

 

We have many sessions at SocialDay 2018 covering a host of topics, have you got your ticket yet? grab yours today ? here

How does Fake News affect social media marketing?

Over the last 18 months the rise of Fake News, buzz word or otherwise has become more and more common, but what is it? and how does it affect our marketing efforts?

As more and more brands and businesses use social media marketing, creating content, we also have a responsibility to make sure the content we put out is supported by fact, in journalism standards are required to be upheld through press accreditation. Quotes and sources are fact checked by and editor and a publisher is legally responsible for the content that is put into the market. Are we so sure to check our facts when creating content for clients or our own brands?

Your own brand may even fall foul of miss information, which can damage your brand credibility and if you are leveraging news content to push your marketing message. What about paid adverts, you don’t want content being served against something that is fake, what happens if it does?

In our latest interview we talk to Head of Content Marketing and Communications at Cision, Philip Smith, we discuss the rise of fake news and using the recent survey of UK journalists discuss how this is effecting marketers and look at the steps that can be taken to avoid being caught up in Fake News.

Philip has had many years experience as an editor, notably with AdWeek, and has some great advice for content creators based on many years working with journalists and brands. Philip also explains why brands like Coca Cola are adopting a newsroom approach to generate content for the brand and creating news style websites to promote the content to ensure that the correct information makes it out to the media. (check it out here)

You can also get a copy of the research from the gorkana.com website along with many other reports on Fake News and content.

Enjoy the Interview.

 

 

The attack of the Content Zombies

The Attack of the Content Zombie

It’s that time of year again, ghouls and goblins, pumpkins and social media capitalising on a Halloween theme. You got it, no different here!

Is your content a zombie?

I have lost count of the amount of articles I have read about Social Media users being zombies, and while you may agree or disagree with them as content creators are we to blame? Are we guilty of creating content sometimes so bland to chase organic reach or to bend an algorithm to get better engagement our content becomes zombified?

Characteristics of a content zombie?

Living Dead – The content exists, but its lifeless, broadcasting the same message that has been around since 2012, the world’s moved on but the content has not. They treat social media marketing like email marketing in the 00’s spray and pray with little thought for the user, the customer experience nor engagement.

Decaying – They repurpose every bit of content, with no attempt to freshen it up, It’s part of the automated content loop that pumps out content to achieve frequency goals (or should we say ghouls), It  has been repurposed so many times it’s  beginning to rot. It’s turned green and is emits a putrid smell.  

Unemotional – The message frequently goes straight for the sale, offering no value to the audience. They are uninterested in the customer’s world, they have a product or service to shift and believe that all the world needs to know is they are a market leader using some self invented metric.

Hungry for human flesh – They are hungry for your page likes, views and shares, the more consumers ignore their content the hungrier they get and the more frequently they push out the message. They don’t care about real engagement they just want vanity metrics to make the content look good. You may even find them creating a facebook ad to tell the world how many likes they got on a piece of content they nicked off someone who created it back in 2014 all to impress you,

Does not attack other zombies – Ignoring best practice they will often form swarms of content zombies defending bad practice.

Groaning and howling instead of speaking – They are not advocates of engagement, the content does not provoke discussion and nor will they respond to praise or criticism in the comments. They may reach out to influencers using direct message explaining why it’s in their interest to share their content, however do not expect a relationship building exercise here, it will be blunt and to the point.

Solving the content zombie problem

Well good news for all the advocates of content marketing and those social media marketers who choose to create content with an audience in mind, you just need to continue doing what you do best.  As consumers become wiser and better educated they see through the content zombie and a lack of consumer engagement and interest will kill them off.

The next few weeks offers you and your clients a chance to be a little more creative with your content, if nothing else Halloween is a chance to have a little fun and “creep it real”

We would love to see your content for Halloween so “if you’ve got it haunt it”, and if you post a screen grab or link on the post or email us we will be picking the best executed campaign or post and giveaway a ticket to #socialdayuk the big 3 day event on 30th May to 1st June 2018.

Looking forward to seeing your unBOOlievable content.

SocialDay announces Content Marketing Association as Partner

We are excited to announce another great partner to the #socialdayuk event on the 30th May to the 1st June 2018, in London, The Content Marketing Association are our industry association partners, to support the event they will be bringing together a panel to look at the “Future of Livestream” fielding a combination of experts to debate and answer your questions live.

Members of the CMA will also receive an exclusive discount to the event, you can find out more about this through the CMA, or contact us directly with your membership details.

A little more about the CMA:

“The Content Marketing Association (CMA) is the industry association for marketing, publishing, advertising and social agencies. The overarching aim of The Content Marketing Association is to promote the use of content as an effective marketing tool to client marketers and showcase the channels it can be used
for. We also use our experience and expertise to advise and promote brands and media agencies wishing to enter the world of content marketing, an industry that’s now worth in excess of £5bn in the UK alone.

Through our research, events, and training, we aim is to realise the potential content marketing has for brands and encourage creativity and effectiveness.
Since the organisation was formed in 1993 as the APA, the CMA has been at the front of the content marketing revolution, driving the industry forward as it has evolved to become the industry it is today. The key to the CMA’s success is informing and educating both clients and members about
the latest thinking in all areas of content marketing, while showcasing the talents of its members as they plan and produce ever-more effective and innovative strategies and creative work. This work now takes in all conceivable marketing channels – print, online, digital, video, mobile, social media – to produce fully integrated solutions that consistently perform above and beyond their clients’ expectations.”

Along with our other partnerships, this year we have secured another partner that shares the same core values as SocialDay and our delegates, we are looking forward to hearing more from the CMA in the lead up to the event.

Further information and details of membership can be found at the-cma.com

 

Step by Step guide to setting up a Facebook messenger bot

Not using a chatbot as part of your marketing? Well maybe now is the time to start?

OK so you get the concept, a chatbot is a program that interacts with those engaging with your brand, either in on the website or through Social Media, it’s all good for customer service but what can it do for marketing?

From a marketers perspective Chatbots excel in 3 core areas

  1. Engagement
  2. Qualifying sales
  3. Creating a personal customer experience

Let’s start with personalising your marketing, creating a personal customer experience is a sure fire way to gaining repeat business and inspiring loyalty.  You can qualify sales (you can even add it to your CRM with a few workarounds) Engagement obviously crucially important on every level for marketing but where Facebook is concerned using the comments bot to trigger your bot with a call to action can actually increase the reach and shelf life of your post! (yup, organic reach)

Let’s get started

You now have a lot of choice when it comes to chatbots, working across all platforms and websites. Some chatbots can even learn from the requests that are received and build insight and intelligence on your customer base (wow) As you’re here I am guessing you are looking for something a little less complex to begin with. For this tutorial we are going to look at Facebook messenger as many of you have significant pages and groups that can take advantage of a chatbot.  The system we are going to use is ManyChat, plenty of great chatbot tools around, we have used this one and found it really easy to use with loads of resource available to help.

In part one of this tutorial we will look at how to setup a basic Facebook messenger bot using ManyChat, this will get you ready for part 2 where we will show you some exciting ways of using your bot, first though you need to set one up!

 

 

 

 

 

 

 

 

You will next be taken to the screen to log in with Facebook so ManyChat can access your account and your pages, the system will not post to your account.

The default setting request access to your public profile and email, you are able to remove the email however the public profile is clearly required.  

You next need to confirm the level of access to your messages, we had no issue with the requested access and clicked continue. You will then see a list of the pages you manage, simply select the pages you want to link up with ManyChat and proceed to the on-boarding.

Just make sure that you uncheck the the subscribe box (unless you want to subscribe) this is a good example though of best practice, when you are looking to build a list you need to give people a clear opt out option. Especially given the GDPR regulation coming in may 2018 when collecting data from consumers (B2B have a few mixed views)

Next you will need to select a welcome message for subscribers, this will require an image and text. You have 640 characters for your welcome message and the image will need to be at least 262 X 211 px, to be honest I dragged and dropped a standard size social media image I created and it seemed to work.

Your message is a chance to add a bit of personality to your bot, and again give good housekeeping letting people know how to unsubscribe, take some time to think about this as it’s an extension of your brand! (mine is only an example)

Not only is this an extension of your brand but with open rates of between 60-100% it is a great way to get your message seen by your customers. It’s worth remembering that this is still a personal space for many and first impressions count, so really think about your message and how it represents your brand.

Next you will be asked to do a broadcast, you will not have any list to send to so it will just be sent to you, a few options exist for the layout however it is simple enough to add images and text boxes etc.  

You do have the option of skipping these steps, however it is good if you have not used a chatbot before to practice and get familiar with how things will display on desktop and mobile.

Once that is done you have some options to share your bot, we use this step to test it works sending a link to subscribe to a bot is not exactly inspiring, but it is useful solely for the testing stage, double check it works!

Congratulations, you now have your bot! Next step is to put it to work, you will now have access to the dashboard take some time to get familiar with the controls, here, you have many options.

Keep a look out for part 2 “how to use your bot to answers Facebook comments” This will help drive reach and increase engagement. We will go into more depth about how we used this simple chat bot to drive engagement during a livestream and we will look at other examples of how to creatively use bots for marketing.

 

You can also catch the replay of the livestream below, in part 2 of this series we will show you how we set “Tiny” up to distribute our research report which you can download here:

Stuart also appeared on the JSB podcast giving a case study on how we used chatbots for marketing, listen below.

 

Announcing our official media partner

We are delighted to announce the official media partner for SocialDay social media marketing festival in 2018 will be WeRSM (wersm.com)

 

WeRSM is our first port of call for the latest news, views and interviews from fellow professionals from the world of Social Media Marketing. Some of the many delegates and speakers have been featured on the their podcast series and the articles are well written and are always a good reflection of the industry. We know how hard it is to continually keep up with the pace of change in Social Media Marketing, with a fantastic network of journalists and guest writers WeRSM manage to keep up with the latest innovation within our industry. It is also refreshing to find a media outlet that understands that its audience are largely experienced in marketing and social media and the content that produced is pitched at the correct level.    

You can check out these three amazing ladies for starters all of whom have a connection with SocialDay in one form or another, Lucy Hall – Co Founder of SocialDay, Kirstie Smith past delegate and Victoria Taylor previous speaker:



Sharing many of the core values we are delighted to have WerSM onboard as a media partner as its a news and information site we actually use, make sure you are getting the latest insights and industry opinion by checking out the website wersm.com

Enhance your Facebook ads (and make them work)

Enhance your Facebook ads (and make them work)

Facebook advertising is becoming increasingly popular, and with the vast amount of advertising options out there today this can become difficult to master as well on top of everything else. What many new marketers are finding hard is creating compelling Facebook ads that actually convert and deliver results. In this article Cody Stallard talks us through how to make your Facebook Adverts work! Cody is an Online Marketing & SEO enthusiast for SMEs.  Cody is now working as the Community Manager for The Wholesale Forums (The UK’s leading networking community & independent advice forum for trade buyers and suppliers). 

Generating results is what any marketer should be focusing on. And, if you’re not generating results then you need to create an audit and find what the issue is. It is estimated that around 90% of marketers use Facebook ads, which is such a huge percentage, however do they all generate the results they want? Hmmm.

I’m going to help you today with just some of the mistakes made when using Facebook Ads and how to improve them.

 

Bidding (amount and option)

You can’t just throw money at something and expect it to work. Unfortunately it’s not that easy; otherwise everyone would be doing this and getting amazing results every time. Sure, you can throw money at Google Ads and Facebook ads, and get great traffic, however you may also get a tremendous amount of bounce backs from your site, and no converting customers.

However, if your ads are not generating enough impressions or clicks then you will need to take a look at your bidding section and make some improvements here.

There are only two areas you need to look at.

The first is ‘Bid amount’, and the second is ‘When you are charged’.

 

Let’s look at your Bid amount.

I can probably guarantee that many of you will have clicked the ‘Automatic’ option for ‘Bid amount’, after all Facebook will help you get more clicks at the best price…

That’s not true. Obviously any advertising tools will want to charge you more because they’ll get more money in the long run by promising results. You then end up generating little to no results this way.

Unless you’re generating a terrific amount of results using the automatic option I’d suggest selecting the ‘Manual’ option.

Once you’ve done this you can decide how much you want to pay per click. However, take into account the suggested bid. Sometimes you may not generate great results even though you had bid within the suggested amount. It may be worth it to bid a little higher than suggested.

The second area to look at is when you are charged. There is an option to pay per click, or impression. These two you can really play around with. It’s all about what works for you. It’s always best to try two different ads using both options as a test to see what works well.

If you are still generating very low results there could be a number of areas you need to look at elsewhere, for example your targeting may be too precise, meaning you’re focusing on such a niche area.  This is what we’ll look at in the Targeting section.

 

Targeting

Targeting is one that many of us get wrong once in a while. By targeting who you feel is more suited to your niche can end up meaning you’re targeting pretty much no one. Or people that aren’t really interested in what it is you have to offer.

What you don’t want – this goes the same if you use AdWords – is people clicking on your ad for the pure sake of it and not converting. You’ll end up losing money instead of making it.

To target your ads correctly you need to take a look at who your customers are and what they want.

You can find these demographics – such as Age, Gender, Location, and Language & Interests – via your Facebook Insights (Audience Insights) & Google Analytics.

 

Once you’ve analysed who your audience are you should be able to fill in the following details without hesitation.

 

This is just some of the basic information you can gather from Facebook Insights, however to find more information about your audience, use Facebook Audience Insights, which allows you to input various information about your desired target audience to provide yo u with useful demographics to help decide who you should be targeting.

 

For example, take a look at the images below. Anything before the ages 25 and after 54 generates low results. We should filter these from our target audience in our ad settings.

 

 

 

You can also find out what other pages your audiences have ‘liked’ or are most relevant, thus helping you find their interests and knowing who and what to target.

 

You can access Audience Insights this by logging into your Business Manager, click the three lines next to ‘Business Manager’, go to ‘All tools’ and then Audience Insights.

 

Okay, you’ve found out about your target audience, however I mentioned earlier that if you’re still not generating the results you want this may be down to your targeting. Try to loosen up a bit in this section.

 

Great Quality Ads

Just like AdWords your ads need to be the best. You need to ensure they stand out from the rest of the crowd, especially your competitors. This all lies down to how your ad looks and what keywords and copy you’re using.

Facebook is a very visual social network, and its no wonder when you consider 350 million new photos are added to Facebook each day.

Just by taking a look at what others are doing, saying and using in their ads can help determine what is good quality and what is bad.

For example, have you seen a Facebook ad that has no creative in it? Maybe you have some really nice images you could use that are visually appealing…

Perhaps the creative used is low resolution.

What type of ads and what style is being used the most? Perhaps switch this up a bit and have an ad that is different to the norm. We all love to see something different from the rest, and this alone will be refreshing enough to get some clicks coming.

Can you include a call-to-action within the image? Can you remove a lot of text from your ad?

Too much text makes the ad ugly, and this can also limit your Facebook reach. Did you know it takes 2 seconds for a reader to look/ click on your ad? 1.5 seconds is dedicated to visuals, 0.5 is dedicated to your copy.

When focusing on your copy, you can use the data found earlier on about your customers and target audience to write compelling copy to encourage them to click on your ad.

What is it they want, and that you can offer?

Here are Facebook’s ad guidelines for you to follow.

 

It’s best to note that of April 2016 Facebook changed its 20% rule for pictures in its ads. What this means now is you can use as much text as you like, but it may be limited to who it can reach.

Split Testing Ads

 

Split testing otherwise known as A/B Testing allows you to analyze any underperforming ads. Just as you would do with Google AdWords, testing 2 variations of the same ad will ensure you get the results you want. What is great is you can split test your Facebook posts and ads.

When you do split testing ads you will need to take a look at the underperforming ad to determine what may have gone wrong and which ad provided the best results according to your goals.

For example, Advert A may be similar to Advert B, but with a different creative. If advert A is the best performing ad you can infer that the image on advert B was the fault as to why that one did not perform well.

Remember, Facebook is a platform that focuses on visuals, and the right appealing visual attracts the right customers. However, there are other factors as to why the ad may not be delivering the best results. The ad copy could be to blame too.

Also, take into account that even though one ad may have provided great results this time, it doesn’t mean it’s going to provide the same results the next time you use it.

 

What to look for in A/B testing

1) When posting, you need to focus on what the purpose is and what you expect to gain. Answering any questions determines what you share and how you do it.

 

2) You don’t need to change much in your split test ads; only focus on changing one or two elements so you have a better idea of what created the engagement.

You can see from the above image that the copy has changed for ad B, meaning that the copy is being tested.

 

3) Test images, headlines, copy and CTA.

 

4) Experiment with Audience targeting. As mentioned previously throughout this article being too niche in your audience targeting can result in little to no results. No, results, no conversion.

 

5) Track your results. I tend to use Bit.ly due to its tracking element, and it’s free to use.

 

Conclusion

It is all trial and error; however if you’re following the tips and advice throughout this article, focus on targeting your audience, and split testing your ads you should have a much better understanding of what should work for you.

 

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