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Increasing Customer Interaction Through Facebook Messenger

Cassie Oumedian | Associate Director of Services at Hanapin Marketing | @cass_oumedian

Facebook introduced two ways for advertisers to expand reach and increase engagement:

  • Messenger as News feed destination
  • Sponsored Messages

As more advertisers are coming in for a piece of the Facebook pie, the platform has found it necessary to open up additional ad placements opportunities for advertisers, including: The Audience Network, Instagram, and now Messenger. With over 1 billion people currently on Messenger, it opens up a whole new inventory for Facebook advertisers to interact and engage with their customers.

Who Should Use Facebook Messenger?

Facebook Messenger ads are great for advertisers that are looking to re-engage with a specific group of people, build brand awareness, and have users interact with their bot. Over 30,000 bots have gone live on Messenger with millions of other businesses responding to messages manually through their Facebook Page.

Big brand companies that have seen success with Facebook Messenger ads include Disney’s Zootopia where they used Messenger ads to allow fans to chat with the movie’s creator. The NBA used a bot on Messenger to provide instant access to highlights for NBA finals and drafts for fans.

Some other potential strategies for using Messenger could include:

  • Share deals and offers
  • Drive awareness of new products or services
  • Encourage bot re-engagement

Messenger As A Destination For News Feed Ads

Messenger as a destination for News Feed Ads is a new feature available globally that allows advertisers to show ads in the News Feed for desktop and mobile where all clicks on the ad will directly open up a Messenger thread. Running website click ads with Messenger as a destination allows businesses to reach specific groups of people to interact with your bot. This is a great way to measure and promote your presence on Messenger.

FB_NF_Messenger-e1486076277961

How To Build A Messenger As Destination Ad

  • Ads can be built in Ad Manager or Power Editor
  • Determine ad format (carousel, single video, single image, slideshow)
  • Choose Messenger as your destination – placement (ad set level). The Messenger icon will be added to the call-to-action button, letting people know that a click or tap will open Messenger.
  • Select any of the existing call-to-action text options, including “Send Message.”
  • Define a customized greeting for people who click or tap on your ad. Create this message text to provide users with additional guidance and functionality on how to proceed with the conversation in Messenger.
  • Choose your targeting as you would for any other ad on Facebook.
    Here are some tips for messaging

Sponsored Messages

Sponsored Messages are an ad type that allows advertisers to re-engage people who have had conversations with their business within the last 6 months. These ad formats allow advertisers to:

  • Send targeted updates
  • Information about promotions
  • Reminders and other relevant messages

These ads are available through Power Editor or the Ads API. Advertisers will be able to target all open conversations or create a new custom audience based on page-scoped ID.

Facebook Recommendations

  • Audience size is greater than 50 people
  • Exclude segments based on demographics or Facebook pixel events
  • Plan to be active and responsive once you have re-engaged customersFB_Mess_Ad-e1486076436980

How Sponsored Messages Work

  • Objective: Select “traffic” or “conversions”
  • Placement: Edit Placements > Messenger. You are only able to run sponsored messages on Messenger; therefore no other placements will be available.
  • Targeting: Your total potential audience will be people who have messaged your business in the past 6 months. You will also be able to create a new custom audience based on page-scoped ID. Exclude segments based on demographics or Facebook pixel events.
  • Bidding: Only CPM available. Local minimum bid varies by country and will be noted within Power Editor. Impressions will count when a person sees the message in their inbox and will not be charged multiple times if the user re-opens their inbox
  • Creative: Single image ad with a headline, sub-text, and call-to-action (CTA). Recommend image size of 1200 x 628.

 Conclusion

 If you have a business that is looking for innovative ways to re-engage with customers on a platform that is not overly saturated, Facebook Messenger ads may be for you! Give them a try and let us know what other strategies work for you.

 
 

Voice Search is the next Mobilegeddon

Jeff Allen | President at Hanapin Marketing | @JeffAllenUT

Remember when we heard for 5 years straight that “Mobilegeddon” was coming? The time is coming for a new era and we’ll go ahead and nickname it “Voicegeddon” for fun. Voice Search is only just emerging, and yet without any official ad formats, but believe me when I say that Voice Search is going to be here before you know it and will grow rapidly once it arrives. If you’re the CMO of a brand, then you need to pay particular attention to this.

Pay Per Click—which is largely made up of Paid Search, Paid Social, and Display Advertising—is growing more complex, more quickly, than most brands can keep up with. Paid Search stayed relatively the same for the first decade of Google AdWords’ existence. Then Mobile became the biggest driver of volume, quickly followed by Facebook beginning to pilfer away that audience. Now we have Artificial Intelligence, Voice Search, and an endless stream of tech companies trying to get their hands in advertisers’ pockets.

CES (Consumer Electronics Show) was packed with Amazon’s Alexa. From integrating Alexa into robots to using Echo to pull marketing KPI’s. You can do a lot with Voice these days. The problem from an advertising perspective, is that it is still mostly non-commercial queries. Users are either controlling their house by voice or asking trivia questions. Platforms haven’t figured out the path to placing ads yet. But they will. And when they do, brands will see the same trajectory as mobile search traffic.

mobile_V_desktop

 

This graph from eMarketer shows how, in just 5 years, a new tech can take over an entrenched occupant (mobile taking over desktop in terms of search volume). This graph starts at 2011. The first iPhone came out in 2007, so there were 5 years before Mobile even got to 20 billion annual searches. But in 2016 it ramps up all the way to 113 billion. Our world changes quickly and Voice is showing signs that it will be what’s next.

Kleiner Perkins Caufield & Byers (KPCB) reports that Voice Search queries have increased 7x since 2010, which is a similar trajectory to mobile devices. Now, 22% of searches, per Google, have local intent. Many people argue that it won’t matter as much to national advertisers, however the same thing was said about Mobile too.

voice7xIncrease

One of Hanapin’s good friends at Bing Ads, Purna Virji, stated it well in a recent PPC hero blog post.

The future of search is pervasive. By 2020, experts predict we’ll have 25 billion internet-connected devices. Consumers will expect to interact with and search on all those devices seamlessly. And they’ll want search results whenever and wherever they are.”

Just last week, Google began offering the ability to shop with Google Assistant on Google Home. Much like Amazon, you can order everyday essentials and have a default credit card and delivery address connected to your account, so ordering is easier than “clicking a button.” Google has promised to add new features and enable purchases for other apps and services – how long until an algorithm is produced and advertisers can pay to have their brand recommended first or a deal offered before actual available products?

At this point, this is all speculation. We can’t know the true impact of Voice Search until it happens, but you can start preparing yourself and your brand for it. How? Engage with the medium. Use Alexa, use Google assistant, use Siri. Keep an eye on how it changes your behavior. Pay attention for the possibility of new ad formats. And remember, everyone said they never bought things on their phones and now mobile commerce has become a multi-billion-dollar industry. You may not buy stuff through Voice Search, but pay attention to how others might.

Along with Voice Search, there are tons of trends your CMO needs to know right now. If you’re yearning for more, look no further than this whitepaper.

 
 

Hanapin’s Associate Director of Search to Speak at 3XE Digital

Hanapin Marketing | | @Hanapin

If you’re looking to get some marketing advice from a PPC guru, look no further.  On February 9th, 2017, Matt Umbro, Hanapin’s Associate Director of Search, will be speaking about how to generate great mobile PPC results in 2017 at Croke Park’s 3XE Digital conference in Dublin. Umbro’s talk will include tips for presenting better mobile ad extensions, how to write mobile specific ads without creating device specific campaigns, and how to analyze mobile results as well as subsequent actions to take.

As one of our PPC experts, Matt has been a great asset to us at Hanapin and we know that he will be an even greater resource for those that are looking for innovative ideas and practices.

We’re excited for Hanapin to head to Ireland, so if you happen to be attending this event as well, make sure you give Matt a shout out on Twitter @Matt_Umbro.

For more information on the conference visit our events page here.

 

 
 

6 Tips to Increase App Installs & Supercharge Engagement [Infographic]

Hanapin Marketing | | @Hanapin

As mobile gets hotter and hotter, you may be struggling to keep increasing your app installs. But the challenge lies not only in the installs themselves, but how to keep your users engaged beyond the initial download.

In this infographic, we will explain 6 tips that you can use today to see awesome results. And to back that up, we’ll show you successful, real-life examples of how Lyft, Zulily, Uber, and Expedia have implemented these strategies to have major engagement on their apps. If you want to see more killer engagement strategies, check out this WHITEPAPER by our Senior Account Manager Kelly Pollock about the 5 steps you can use to boost your app engagement.

So, you want to have an app that people just can’t stop downloading and using? Check out our infographic below!
6 Tips to Increase App Installs & Supercharge Engagement

 
 

The Most Important Updates in the PPC World from 2016 + 2017 Predictions!

Hanapin Marketing | | @Hanapin

Every year, there are hundreds of PPC updates across multiple platforms. Some have been major successes and some have been flops. It’s easy to get overwhelmed while trying to figure out which ones you need to be implementing and which ones are better to steer clear of for the time being.

At Hanapin, our PPC experts continuously try new updates and features across multiple campaigns in platforms like Google, Bing, Facebook, Pinterest, and more. To help you figure out what to focus on, we wrote a detailed WHITEPAPER about the most important updates in the PPC industry from 2016.

For a quick glance at what those updates are, as well as predictions for 2017, check out our new infographic below!

themostimportantupdates_2016_final