Blogs

william.chan@komli.com's picture
January 27, 2015
William Chan

7 days into the new year and I had already failed at keeping up to my New Year’s resolution. Like any good child, I resolved to call my parents more frequently. I called my parents just after the clock struck 12 on New Year’s but now it’s the 8th and I still haven’t called them to chat.

Keep calm and use technology to improve advertising ROI

Recognising this failure, I asked around and realised that making improvements to our lives is no different to making improvements at work. I look after the Komli Social Ads Platform (KSAP) at Komli Media, essentially a SaaS platform, which is designed to help Facebook advertisers get more from their advertising budgets.

So for those who like me are struggling to understand how you can be better at keeping up with resolutions, like trying to shift from manual operations (remembering to call my parents) to automated operations (setting up a reminder to call my parents) by adopting new technology (a reminder app perhaps?) will surely help you in at-least ensuring you are on the right track!

 

So this is my list of the top 7 things one should do to plan better

 

1

I’d failed in my resolution because I hadn’t defined what ‘call mum and dad more often’ actually meant. Define what you are looking for as a result. (In my case, I have to call mom & dad)

For instance, your resolution could be to transition your media spends to your automated technology platform within two months in order to achieve a higher ROI on your ad spends.

 

2

Have you ever taken a picture of yourself naked and made it your phone wallpaper as a way of reminding yourself to get in better shape? It helps! (Take it a step further and send that picture to a friend and make them promise to stick it on Facebook if you’re not fitter in 3 months!)

Similarly  – consider all the challenges your operations team is  currently facing and understand which toolsets can alleviate those problems and give you better results.

Think about where you want to be, what results you dream of.

 

3

This is a crucial step that is often forgotten in making resolutions. Plan your work week, find free time on your calendar, block it in advance for a family call. Similarly for work, write down who will be involved, what their roles will be, what steps need to be taken, understanding the limitations, setting weekly targets and more. Your plan should consist of a number of smaller, attainable projects. Such as, ‘use one new feature each week to improve the results of your campaigns.’ Again, use diary reminders to keep yourself on track.

 

4

It sounds obvious, but if you want things to change, then you have to change the way you’re doing things.

Just like meetings get cancelled last moment or get rescheduled, you may just have to push that family call from 7 pm to 9 pm. But if you get stuck watching How I Met Your Mother rather than calling your mother, you know you’ve missed the bus!

 If you’re not open to getting the best from the tools you have and ditching your old bad habits, then don’t expect to get any better results. Adaptability is one of my favourite traits, make it part of your plan.

 

5

Let your team know about your goals and how they can help you achieve them. If the team around you is aware of what you’re trying to achieve, maybe they can help you get there. Don’t tell them, and that vital piece of knowledge they have, that could solve your challenges will stay with them because you never asked for it. At Komli, we brainstorm within teams and with our clients about little tweaks that help get better results.

On the personal front, ask your sister to remind you to call your family!

 

6

A gym I know has the following emblazoned on the wall: Discipline is what keeps you going when motivation and desire have left you. Use your network and your sister (from point 5 J) to find out why things aren’t working the way you’d planned to make your next resolution family call/campaign better.

Stick at it because change does take time and you will get there.


7

Finally speaking to your dad – whether about a bike or him playfully scolding you for not having called yesterday – will always end with you wanting to call them again perhaps for another scolding!

At work I personally enjoy dissecting results and segmenting my audiences to find out what is making my audience tick. Komli’s platform allows for huge audience segmentation and I love playing with our ‘Adsets Creator’. Find that one thing you love doing and get great at it.

Hopefully this gives you some ideas on how to get your year off to a booming start. If you still find yourself stuck, give the team at Komli and your sister a call! Now, I’ve got a goal to define and parents to call.


*‘SMART goals’ a.k.a. specific, measurable, achievable, relevant, timely

Shreeraj Pillai's picture
December 29, 2014
Shreeraj Pillai

Early this year, Facebook announced a new ad unit, primarily targeted towards e-commerce advertisers called the ‘Multi-Product ad’.  Multi-product ads enable advertisers to promote up to 5 products within a single ad unit, on either mobile or desktop.  Each product gets its individual image, ad copy and landing page URL.

Multi-product ads work with any form of targeting, from Facebook core audiences to Custom Audiences from your email database to Custom Audiences from your website to lookalikes of seed audiences.  This ad unit has incredible flexibility, and should simply be used whenever an advertiser is promoting products to a potential customer.

How does it look?

How should you use Multi-product ads?

‘Multi-product ads’ are best suited for online retailers who wish to showcase more products to users at a go. There are quite a few effective ways in which you could use these ads.

1. An online retailer can,

  1. Showcase their best selling products to potential customers.
  2. Retarget users with ads for products they have recently viewed on your site in a set of three to five.
  3. Up-sell or Cross-sell products to recent customers depending on their recent purchases habits.
  4. Promote different views of the same product highlighting the benefits of each feature, especially useful for high consideration products.

2. An  online travel aggregator can,

  1. Promote travel packages to different destinations
  2. Showcase different hotels/destinations that the users searched for
  3. Reach out to customers to gather reviews of different destinations/hotels.

Benefits of Multi-product ads

Multi-product ads have outlined? multiple benefits for direct response marketers as it provides more than one opportunity to promote their brand. Here’s a list of a few of the key benefits:

Success Story: An e-commerce brand in Singapore used Multi-product ads on KSAP to drive lower CPCs

Objective:  An e-commerce brand in Singapore wanted to do a 3 day burst for the Black Friday promotion

Approach:
        1. Before the campaign, our team had to deal with two major challenges
                • Lack of time to implement pixels to track sales as the client was revamping their website
                • High CPCs that they were incurring in the previous Facebook campaigns
        2. We recommended the use of Multi-product ads to showcase more deals & boost performance
Results:

       1. Multiproduct ads helped lower costs with a 56% drop in CPCs as compared to their ‘link page post’ campaigns
       2. Mobile placements drove spends with more than 60% spent on the same
       3. Drove 3X higher CTRs as compared to regular link page post campaigns under the same vertical

Availability

Multi-product ads are currently available only through Facebook  marketing partners like Komli & other Ads API partners.
Reach out to your nearest KSAP representative to watch Multi-Product ads in action. Contact us now!

Shreeraj Pillai's picture
November 25, 2014

A creative is the most critical part of your Facebook campaign set up. The success of your campaign depends on how well your target audience can relate to the creative you have chosen.
Whenever advertisers think about building Facebook ad creatives, they primarily focus on:

  • Getting a high quality image relevant to the brand and staying away from blurry images.
  • Keeping the ad copies short and to the point.
  • Sticking to Facebook’s  ‘not more than 20% text policy’ on images.

Today we are listing out 8 additional best practices for creatives, which should ideally be followed but are overlooked by advertisers, eventually resulting in low response rates and thus, higher costs.

  • Use strong CTA (Call to action) buttons to drive actions
    Long ad copies are boring, especially on mobile phones. Considering that more than 85% of users access Facebook through mobile, it’s important to have the best user experience on the small screen.
    • Include strong Call To Action (CTA), such as ‘Click here’, ‘Buy Now’, ‘Sign up Now’, in order to lead the user to the action that you desire them to take.
    • If you are holding a sale, use words like ‘Free’, ‘25% off’ in your headline. People love discounts and free giveaways, as a result such ad copies gets great traction on Facebook.
    • If it’s a time based offer, create urgency by using words like ‘last 2 days left’ or ‘last 24 hrs. left’.
      If it’s a contest promotion, highlight the gratification clearly and use CTAs like ‘Join now’ or ‘Participate now’ as that’s what creates the interest and encourages users to participate.

 

  • Leverage the time of the year and current trending topics
    • People love posts which are very current and seasonal.
    • If possible try to connect your brand to a trending topic. People love clever posts and will help you get elusive viral reach.
    • For example, during the FIFA World Cup, Snickers cleverly leveraged the Luiz Suarez biting incident which went viral with the fans.  The post recorded more than 1440 shares which is 30-35 times higher than their average number of shares that they get on their page.

 

  • Use colours to express and measure
    • Experimenting with different colour themes can be one of the best ways to grab the attention of the user.
    • A colourful product on a white background to make it stand out from the rest.
    • Sometimes a black and white image can also be used to break the clutter.
  • Optimize your creative for the ad placement
    • While you assemble your ad creative, remember that the visual appeal needs to be intact, no matter where it appears.
    • If you are designing a mobile ad:
      • Use an eye catchy image with minimum legible text on it which will look good on a small screen.
      • Keep the ad copy short and get to the point quickly, as people don’t like to read ads on mobile.
  • If you are designing desktop newsfeed ad:
    • You will be occupying a part of the screen and there are too many distractions (paid ads on the newsfeed and organic).
    • Keep limited text on the image as much as possible and have a clear Call to Action through the ad copy.
    • Drive urgency and communicate the core message in the initial few words, ideally within the first 100 characters.
  • If you are designing a Right Column Ad:
    • Use zero to minimum text on the image as the space available is very less.
    • Using borders on the image can be one of best ways to make your ad stand out among other ads.
  • Generate curiosity and ask questions
    • Facebook users respond very well to questions and this results in an instant click.
    • Frame the question in such a way that the users find the answer when they click on the ad.
    • Drive curiosity by listing out interesting stats/facts about your service or product. For example, ’10 reasons why Samsung Galaxy 5 is better than HTC one’.
  • Sound less promotional but be friendly instead
    • Facebook recently announced that posts which are too promotional, like the ones below, will see a drastic drop in their organic reach:
      • Posts that solely push people to buy a product or install an app.
      • Posts that push people to enter promotions and sweepstakes with no real context.
      • Posts that reuse the exact same content from ads.
    • Facebook is all about friends and this way it’s pushing all marketers to take a human approach rather than outright sell their products/services.
    • Brands who will ‘befriend’ users, with interesting, educational or entertaining advertising content, will get more preference in the newsfeed.
    • Although it’s not clear how paid distribution would be affected, it may be a good practice for advertisers from here on to create interesting and engaging ads, rather than out and out promoting the product.
    • In the above case, Bunny Puzzle Cube’s sole intention is to sell their product and get the user to install their app. Noticeably, its vey promotional, and that’s the type of post that Facebook says users want to see less of.
    • On the other hand, Kotak Mahindra’s post above is more fun and conversational and encourages the user to know more without being too promotional.
  • Understand your audience
    • Like in traditional media, it’s very important to research your target audience before you start advertising on Facebook, such as:
      • If you’re targeting music enthusiasts – then please make sure the image and copy are related to music.
      • If you are targeting men and women – use separate images with different messaging.
      • If you are targeting different age groups and countries/cities, customize your ad image and messaging.
      • If you are using Custom Audiences – You know that these are your customs and already have some information on them – Use this information to create relevant images.
      • If you are using day parting, then have different images and copies for the different run schedules.

For eg. Cleartrip targeting all users who searched for Mumbai – Trivandrum flights using custom communication.

  • Keep testing & refreshing your ad images
  • Once you choose your creative, it’s very important to A/B test between different combinations. You need to constantly try and test hundreds of different combinations to arrive at the right one. You don’t get the winning combination right away.
  • Refresh your creatives frequently (every 3 days), to keep the messages fresh and interesting.

KOMLI'S SOCIAL ADS PLATFORM ADVANTAGE!
Creating a number of great ad creatives isn’t enough. It’s important for you to showcase these ad images to multiple audience segments and see what works.
Komli’s Social Ads Platform makes it really easy for advertisers to A/B test between campaigns. With a few clicks, you could easily create hundreds of variations of your creative and then identify what’s working for you and optimize accordingly.<

Say you are using only one creative for your campaign. On our platform, you can easily create different permutations and combinations for different targeting options, multiple titles and copies, bid types and more.
For example, if you want to test your creative across your 20-40 (M & F) on mobile for iOS and Android devices and permute it by age & gender in a matter of seconds, you’d show the same ad image to 16 different audience segments.

The same process could have taken the fastest of campaign managers at least 30 minutes (assuming they take 2 minutes to setup each campaign). Thus, saving lot of your time, which can be utilized to optimize and draw insights from your campaigns.   
Our platform doesn’t just stop at this. It further helps you in pulling out creative reports. On the reporting side, you can easily pull out reports by image, ad copy to make it super easy to understand which creative is working for you and which isn’t. Remember the image and ad copy together make a powerful ad creative and hence it’s important to analyze both and then use the best of both pieces.

To conclude, Ad creative is one of the crucial parts of your campaign. Following the above best practices will help you in drawing higher ROI on your Facebook campaigns.
One of these you cannot overlook is A/B testing your creatives and understand what’s actually working and what’s not. Komli’s Social Ads Platform makes A/B testing really easy and is a powerful tool to get the best performances from your campaigns on Facebook.

Shreeraj Pillai's picture
October 17, 2014
Shreeraj Pillai

Until March 2014, Facebook’s campaign structure consisted of two levels — campaigns and ads. In order to better organize the ads and ease optimization, Facebook revised the campaign structure to three levels i.e. campaigns, ad sets and ads. 

FACEBOOK'S NEW CAMPAIGN STRUCTURE

CAMPAIGNS  :

This corresponds to each of your advertising objectives like, building brand awareness or driving web traffic. Each campaign will have multiple ad sets.

Ad SETS :

An ad set, with its own budget and schedule, will consist of multiple ads within itself. At this level you will also be defining the targeting parameters, placement and bidding options, which we earlier used to carry out at an ad level. 

You can organize each ad set to represent audience segments, like people who live in a particular geo or consume content on mobile or desktop. This will help you- control the amount you spend on each audience, decide when they will see your ads, and measure their response. The ad delivery system will optimize delivery for the best-performing ad in an ad set.

ADS : 

At this level you will upload the creative for the campaign. Each ad can feature different images, links, video or text. 

KOMLI'S SOCIAL ADS PLATFORM ADVANTAGE!

Komli’s Social Ads Platform aims to provide more control to the advertisers with two additional levels of hierarchies. 

Under our platform, apart from campaign, ad sets and ads which are Facebook entities, we have two platform level entities namely:

1. Advertiser

2. Product

ADVERTISER

Advertiser is at the top most rung of the hierarchy.  Here you name the advertiser you are setting up the campaigns for. This is a very useful feature especially for advertising agencies who handle multiple clients. It’s a great way to organize your campaigns under one advertiser and saves you a lot of time in reporting and collation of data for a particular advertiser. Each advertiser may have multiple products within itself.

PRODUCT

Product is where you state what you want to promote or where you want to take the traffic. For example if you want to divert all traffic to your website in order to drive sales then the product will be your website, in case you wish to drive traffic to your mobile app to increase installs then the product will be the mobile app.

 
 
3 REASONS WHY WE THINK 'PRODUCT' WILL HELP YOU DRIVE IMPROVED PERFORMANCE

1. Easy to set up multiple Cost Per Actions (CPAs)  for different products for different regions

   a.  Under Product, its super simple to create multiple CPAs for your desired action for different regions under ‘Distribution order’ which in a way is the ‘brain’ of the platform where the entire decision making happens.
   b.  Once a product is created, under ‘Distribution Order’ within the product you can set Cost per Action (CPA) goals for your open graph events like comments, shares, likes, video plays etc. that you really care about.
   c.  In addition to that, you can also create custom actions like sales, registrations etc. where again CPA goal is applicable.
   d.  You could state the maximum you wish to pay for each open graph action /custom action and our platform will work towards achieving the goal.
   e.  Open graph actions, namely- page likes, offer claims, link clicks and mobile app installs work on hard CPA goals i.e. Facebook is paid only when either one of these actions take place.

 

2. More budget control as compared to Facebook native ad tools.

   a. Unlike Facebook native ad tools, our platform allows you to set a budget at a Product level as well. All the campaigns running under this product will be subjected to this set budget.  


   b. Depending on your requirement, you can choose to set a monthly, weekly, daily or life budget. That’s not all, once the budget reaches 75% level the system will send you email notifications making sure you are on top of your campaign spends. 
   c. Once the budget gets consumed completely, you can instruct the platform to pause the campaign and send an email alert thereafter. Such advanced budget controls and alert system helps you manage your advertising spends efficiently.

3. Create and define custom actions as per your conversion funnel and optimize towards it.

   a. Under Product, you can choose the action you want to optimize your campaigns against. 
   b. For example, if you are running a campaign to drive website traffic using link page post ads then you can choose to optimize on ‘link clicks’ instead of just plainly running that campaign. 
   c. Similarly, for an e-commerce advertiser, through our platform he/she can decide how much they want to pay to acquire each user at every stage of their conversion funnel. 
   d. Our platform, once we confirm the actions we want to optimize on, works towards meeting the CPA goals and draws higher ROI.
 

CONCLUSION
A successful Facebook ad campaign depends on many factors and it’s important to focus on each and every aspect of it. The new Facebook campaign structure stresses on creating more audience segments via ad sets in order to ensure clarity and predictability towards delivery. Overall it simplifies the process of ad creation and focuses on the creative itself. 
Komli’s Social ads platform further raises the level with its additional campaign hierarchies for better campaign management and helps to drive ROI with its goal driven optimization technique. 
Kartik Poddar's picture
September 29, 2014
Kartik Poddar

Turn your customer interactions to ROI-driven personalized campaigns

Remarketing has come a long way since it early days where we just had simple website based retargeting. Over time, many innovative solutions like dynamic creatives and user personalization were clubbed with the power of programmatic buying to derive higher performance from remarketing. The world is now moving to an even more personalized advertising model that leverages multiple data sources to learn about the user and serve him a highly targeted personalized ad.

Customer interaction with a brand is not limited to websites anymore. With the evolution of multiple channels like apps, Facebook pages, call centers, etc. customers are engaging with the brand from multiple sources and leaving rich data about their preferences. The next wave of personalized marketing involves leveraging these customer interactions and processing them intelligently to run targeted campaigns.

 
With RevX, we are super excited to provide marketers with a complete personalized marketing platform that can manage audiences, run campaigns and enable cross-device targeting. Our integration with Facebook powers some really cool scenarios via website custom audience and custom audiences. In our previous blog we discussed how marketers should look beyond FBX when they think of remarketing on Facebook and RevX addresses exactly that! Using a single interface marketers can now create their audiences across website, app and even their CRM databases; and use these segments to run personalized campaigns across display mobile and web. Our performance remarketing features like dynamic creatives, optimizations continue to be available in addition to cross device targeting and cross channel optimization.
 
We are super excited about how RevX opens up tremendous possibilities for performance marketers and will continue to build on awesome features that make digital advertising efficient and simple.