1. Revealbot – Automate Facebook Marketing Strategies

Revealbot is an exceptional AI tool that enables businesses to achieve faster results in their Facebook marketing efforts. It offers automation features that can optimize ad delivery, reduce costs, and improve overall campaign performance.

Key Features and Benefits of Revealbot

• Reduces Facebook Ads Cost: Revealbot automatically pauses underperforming ads and increases the budget of high-performing campaigns. Its flexible rule builder allows for more frequent rule runs compared to Facebook’s 30-minute interval.

• Rule Builder: With Revealbot’s rule builder, users can create customized automation aligned with their specific objectives. It offers a wide range of pre-determined metrics and allows users to establish their own rules for bidding processes and budgets.

• Reports: Revealbot provides customizable reports that can be scheduled to share daily updates with the team or showcase achievements to clients and stakeholders.

• Analyze Your Ads: Revealbot allows users to effortlessly discover and categorize matching creatives across all campaigns and ad accounts. Additionally, its graph feature helps analyze the correlation between ad spend and click-through rate to determine the effectiveness of ad scaling.

• Group Creatives: By assigning tags and applying naming filters to ads, Revealbot enables users to group them into assets and analyze their effectiveness across different stages of the funnel, placements, landing pages, and other parameters.

• Match By Post IDs: Revealbot maximizes the potential of successful ads by merging creatives with identical IDs across multiple posts. This allows users to compare revenue generated by each post and identify the most effective one.

Pricing and Plans

• Pro: The pro plan offers a 14-day free trial and costs $99 per month. It includes features such as rules, strategies, reports, top creatives & top audiences, post boosting, bulk creation, custom metrics & timeframes, and custom audiences.

• Enterprise: The enterprise plan offers all the features in the pro plan, along with onboarding help, tech setup help, and premium support. Pricing for the enterprise plan can be obtained by contacting the Revealbot sales team.

2. Zalster – Optimize Facebook Ads for E-commerce Businesses

Zalster is an AI tool designed specifically for e-commerce businesses to achieve top-performing paid social campaigns. It combines advanced expertise with powerful automation technology to optimize bids, budgets, and targeting for digital ads on various platforms.

Key Features of Zalster

• Automated Ad Tech: Zalster ensures cost efficiency by automating manual tasks such as budget allocation and bidding. Its innovative pricing model keeps the cost at 5% of the total Facebook ad spend every month.

• Revitalizes Paid Social Performance: Zalster’s tailored account strategies optimize Facebook ads by combining advanced automation technology with expertise and extensive experience. This leads to sustained and future-proof progress in ad campaigns.

• Split Testing: Zalster simplifies split testing for manual bidding and conversion events. By running split tests on different ad sets, users can identify the variant with the lowest cost per acquisition before scaling their campaigns.

Pricing and Plans

• Pricing details for Zalster can be obtained by contacting their sales team.

3. Canva – Design and Automate Facebook Ads

Canva is a popular design tool that offers intuitive controls, including drag-and-drop functionality, to automate the creation of visually appealing Facebook ads. With Canva, users have complete control over the design and publishing process, allowing them to create customized ad campaigns and banners.

Key Features of Canva

• No Technical Skill Needed: Canva provides powerful tools for creating visually appealing customizable advertising setups. This allows even basic users to create visual setups for their ads without relying on preset templates.

• Extensive Image Library: Canva offers access to over 1 million images, providing users with a wide range of photos to choose from. Users can also upload their graphics or use images from their Facebook account to expand their design options.

• AI-Enabled Search Engine: Canva’s AI-enabled search engine helps users find the right pictures and backgrounds for their ads. It simplifies the design process by suggesting relevant images based on user preferences.

Pricing and Plans

• Canva Free: The free plan offers thousands of free templates, a drag-and-drop editor, professional styles, stunning charts, and more.

• Canva Pro: The pro plan includes everything in the free plan, plus access to premium stock photos, videos, audio, and graphics, as well as premium and free templates. Canva Pro costs $54.99 per year for one person.

4. AdEspresso – Automate and Optimize Facebook Ads

AdEspresso is a testing and optimization AI platform that simplifies the process of running Facebook and Instagram campaigns. It offers automated tools to create and analyze marketing campaigns, all within a single platform.

Key Features of AdEspresso

• Advanced Split Testing Functionality: AdEspresso’s Grid Composer allows users to create personalized campaigns for different buyer personas. By running multiple variations of an ad, businesses can efficiently promote their products or services on a large scale with minimal effort.

• AD Campaign Analysis: AdEspresso provides users with a quick analysis of their advertising campaigns. Users can view relevant metrics and dive into specific data for individual ads or campaigns, enabling data-driven decision-making.

• Dynamic Ads: AdEspresso allows users to deliver different ads and quickly create campaigns. Once set up, these campaigns continue to work, targeting the right audience with the right product at the right time.

• Efficiency and Collaboration: AdEspresso facilitates collaboration by allowing users to request approval from anyone, even those without an AdEspresso account. This feature streamlines the review and approval process, making it easier for teams to collaborate and provide feedback.

Pricing and Plans

• Starter: The starter plan offers a 14-day free trial and costs $49 per month. It includes essential features such as creating campaigns on Google Ads, Facebook, and Instagram, unlimited ad accounts, and a $1,000/month spend limit.

• Plus: The plus plan also provides a 14-day free trial and costs $99 per month. It includes everything in the starter plan, plus cross-campaign customized performance triggers, multi-page bulk creation, campaign approval, and more.

• Enterprise: The enterprise plan offers a 14-day free trial and is designed for large-scale businesses with a high monthly ad spend. It includes all features in the plus plan, along with a dedicated Facebook and Google Ads Marketing Consultant and other advanced features. Pricing for the enterprise plan starts from $259 per month.

5. Textcortex – Generate and Automate Compelling Facebook Ad Copies

Textcortex is an AI tool that generates unique and compelling ad copies for Facebook ads. It helps businesses save time and money by automating the process of crafting successful marketing campaigns that drive conversions.

Key Features of Textcortex

• Ad Generator: Textcortex’s AI-powered ad generator quickly produces engaging ad copies for Facebook campaigns. By inputting product and target audience information, users can choose the best copy for their ads and achieve better results.

• Workflow Automation with AI: Textcortex automates up to 70% of workflow tasks, saving time and increasing productivity. It eliminates the need for manual tasks and repetitive processes, allowing marketers to focus on other important aspects of their campaigns.

• Enhanced Narrative Creation: Textcortex simplifies the writing process by providing tools for creating compelling stories. It eliminates the need for extensive research and planning, making content creation more efficient.

• Text-to-Speech AI Tool for Easy Accessibility: Textcortex offers a powerful Text-to-Speech AI tool that allows users to enjoy reading without having to read. This tool enhances accessibility and makes content consumption easier.

Pricing and Plans

• Free Plan: The free plan allows users to use core features on a daily limit, with ten creations per day at no cost. It includes features such as ZenoChat, rewriting and rephrasing, extending text, and email writing.

• PRO: The PRO plan costs $19.99 per month and is ideal for individuals and businesses that create content regularly. It includes everything in the free plan, plus creation and translation in 25+ languages, a summarizer, tone changer, and more.

• BUSINESS: The BUSINESS plan costs $49.99 per month and is popular among power users who work with content daily. It includes all features in the PRO plan, along with the Creator Suite, Zeno Mode, WebApp AI text editor, and more.

The Benefits of Ad Automation Tools for Facebook

Ad automation tools offer numerous benefits for businesses running Facebook ad campaigns. Here are some of the advantages:

1. Saving Time and Money: Automation tools streamline the process of managing Facebook ads, saving advertisers time and allowing them to focus on other important aspects of their business. By automating tasks such as budget allocation and bidding, these tools can also lead to cost savings.

2. Improved Targeting and Performance: AI-powered automation tools analyze data and optimize ad campaigns to improve targeting and performance. These tools use algorithms to identify which ads are converting, segment audiences, and optimize bidding strategies, resulting in higher conversion rates and lower costs.

3. Consistency and Scalability: Automation tools ensure that ads are consistent and scalable across different platforms and campaigns. By creating templates and applying rules automatically, these tools save time and reduce the risk of human error.

4. Better Insights and Reporting: Automation tools provide detailed insights into the performance of ad campaigns. They generate reports that include metrics such as ad spending, engagement, and conversion rates, helping advertisers make data-driven decisions.

5. Cost-Effectiveness: Automation tools help advertisers get the most out of their ad spend by reducing wasted ads on ineffective campaigns. By optimizing targeting and bidding strategies, these tools maximize the value of the ad budget.

In conclusion, leveraging AI tools to automate Facebook ads can significantly improve the effectiveness and efficiency of digital advertising campaigns. Whether it’s optimizing targeting, improving ad performance, or saving time and money, these tools offer valuable features and benefits that can help businesses achieve their marketing objectives on Facebook. Consider implementing one or more of these AI tools to boost your Facebook ad campaigns and maximize your ROI.

The post 5 Best AI Tools To Automate Facebook Ads appeared first on FML Marketing.

The advantages of setting up an e-commerce website

Easy to use

Nowadays, ease of use is playing an increasingly important role among consumers. Of course, it is much easier to order products from behind your computer than visiting different shops to find the right product. With the internet, it is possible to order products without leaving the house and the internet has a huge assortment. Because of the large number of webshops on offer, the chance of success for consumers is many times greater. If, in addition to a webshop for desktop, a website for mobile or tablet is also created, the convenience for the customer is increased even further. This, in turn, has a positive effect on the traffic that is drawn to the site.

E-commerce in Europe: 60% buys online

Online shopping had already become more popular throughout the European Union over the years. Partly due to increased use of the Internet and improved security standards. But driven by the measures taken to contain the coronavirus, eCommerce has recently taken quite a breakthrough. Eurostat does not yet show these figures, so we have to do with the 2019 stats. It shows that six out of ten people in the European Union, aged between 16 and 74, shopped online last year. By way of comparison: a year earlier, that percentage was 4 percentage points lower, at 56 percent. And compared to ten years ago, the share has even almost doubled, from 32 per cent in 2009.

Opportunity for unknown brands

Where the big brands are mainly about brand awareness, this is not the case with e-commerce. It is much more important to attract visitors to the website than to generate brand awareness. In addition, many large webshops now also offer a partner program. As a small supplier of, for example, clothing or electronics products, you can pre-purchase on the site of the large webshop. In Holland,  leading webshop such as Bol.com and internationally Zalando.nl and Amazon already work according to this principle to expand the range of products. Also Google Shopping can play a huge part in the success of your online business. In April 2020, Google changed its policy, allowing all online stores to advertise on the platform for free.

Google is making a significant change to its Google Shopping platform by letting any business owner that sells products online list their inventory for free. Usually, an e-commerce operation would need to pay for ad placement on Google Shopping. But the company says it will now let anyone who operates a website or manages a store on a marketplace platform list without paying. Google still plans to charge companies for top placement as promoted listings.

For more information, please visit the Google Merchant Center website.

In addition, literally and figuratively a world opens up once a webshop has been set up. Where a physical store has a relatively small reach, in a webshop the world is at your feet. Worldwide, almost everyone is a potential consumer.

Your 24/7 sales office

Because there are no opening hours, you can sell your products 24 hours a day, 7 days a week.

Customers sell your products

By using a webshop and allowing reviews on the website, many more potential consumers are reached than when only using a physical store. In physical stores, positive feedback will only reach people who are close to the consumer, such as family and friends. Reviews on the internet, on the other hand, reach almost all consumers who click on the product in question. These people are often interested in the product, but also how others think about the product. However, this can also have negative consequences. The same applies to negative feedback.

Low costs

Setting up an online store can be done for a fraction of the costs if compared to a physical store. There is no rent to be paid, there is less staff and the physical stock needed is smaller. The fact that marketing costs are lower can also save a lot of money. By setting up the webshop in the right way, consumer confidence is also gained. When the website looks good, the customer is more inclined to buy products and the owner of the webshop can respond much better to the wishes of the customer. It is possible to look at the number of clicks per product, the number of purchases per product or the turnover per product. This allows a webshop owner to adapt his assortment to the wishes of the customer faster. By using Search Engine Optimization, the traffic to the website can be further increased.

Security and Data of the consumer

However, it is important to protect the data of the consumer. Consumers are forced to provide a delivery address, personal information and payment details when purchasing a product. It is therefore important that this personal information is properly protected.

Starting your E-commerce website the smart way

In order to run a webshop successfully, you have to take into account many things, such as marketing, logistics and the ability to pay online. But first, you need to select your CMS (Content Management System) and E-commerce platform.

To learn more about this aspect, please read the following content thoroughly:

• What website software? Choose the best website software!
• Web Shop and Ecommerce Design
• Content: The first step to a successful website
• 9 Ways to boost your webshop
• Content Marketing Strategy: The Start to Finish guide

Ecommerce: Online Marketing is the cornerstone for your online store

In order to sell online, you need website traffic. The RIGHT website traffic that is. In order to open the gates and provide a solid stream of visitors, you need to get started with marketing. Basically, this means you need to get out of the obscurity. Sales-mogul Grant Cardone puts it brilliantly in the following video. Long story short: People do not know you! And you need to make sure they do. You need to make sure people are convinced about your product. Time to step out of the shadow and to start with online marketing.

Content marketing

Content marketing is an important part of your overall marketing strategy. A slogan like this used to be very effective. Maybe you remember it: “We from WC duck, recommend WC duck”. Nowadays this no longer works and you have to do your best to build trust with your target group. Visitors and potential customers want more, they want proof that they have really come to the right place. Content marketing helps with this.

By placing and distributing content, you create value for visitors. They are looking for certain information and you give it to them. If you do this right, you not only create engagement with your visitors, but you will soon be seen as an expert in your field. Moreover, content marketing strengthens the position of your webshop in search engines.

Of course, there are many forms of content. Below are a number of forms you can use for your webshop.

Get started with content marketing today with our FREE WINNING content strategy of 2020. Click here: The winning SEO Content Strategy of 2020

Blogs and articles

Blogging is an excellent method to share your knowledge, to inform your target group about news and to bring your web shop to the attention of your customers. Every webshop should have a blog. Share not only news about your webshop, but also background information about products, new collections and useful tips.

Videos

Not everyone likes to read (long) articles and blogs. Therefore use video as a marketing tool. For example, make videos with product reviews, show how products can be used and answer questions in videos.

Reviews

Telling yourself that you are the best no longer works (see also the video of WC duck above). Visitors are more likely to assume from your current customers that your products are good. Give customers the opportunity to share their experiences and post these reviews on your website.

Infographics

An infographic is a nice variation on your content. An infographic is an illustration that displays information in an orderly manner. It is often a combination of text and image. You can use it, for example, to explain the production process.

E-books

E-books are ideal tools to share your knowledge and expertise. Write an e-book about a subject that your target group is interested in and that matches the products you sell. You can also use this to collect more subscriptions to your newsletter.

Email marketing, indispensable in your marketing strategy

It is often thought that e-mail marketing, sending newsletters and mailings to your target group, is outdated. But nothing could be further from the truth. Of course, it is true that consumers receive an awful lot of e-mails and newsletters these days, but that does not mean that it is better not to send them.

E-mail marketing is a great way to reach your target group and customers and keep them informed about new products, promotions and other news. Moreover, if you send a regular newsletter, the reader is constantly reminded of your webshop. The moment the consumer needs something, you are top of mind.

Collecting email addresses

By placing a registration form on your website and giving visitors a reason to register, you can collect e-mail addresses, even from people who are not customers at that time. By subscribing to your newsletter they can indicate that they are interested in your products. Then use the newsletter to introduce these potential customers to your webshop and gain their trust, so that they can still make a purchase.

Offer value in your newsletter

Do not turn your newsletter into a digital advertising brochure. Take a different approach than your competitors, so that you stand out in those overflowing mailboxes. Provide tips, background information and sneak previews in your newsletter. Make something valuable out of it, that works much better than simply saying ‘these are the new products and these are this week’s offers’. Of course, you have to mention them as well, but always offer a little added value, so people will keep opening your newsletters and even look forward to them in the long run.

Social media for your webshop

The proper use of social media for your webshop can bring you enormous brand awareness, online visibility, fans and customers. But don’t underestimate it. Setting up and implementing a good social media strategy takes time and perseverance.

You don’t have to be present everywhere. Choose the channels where your target group is present and post messages that suit both the channel and your target group. On Instagram and Pinterest, for example, it’s all about the photos and you can use Facebook to share links to blogs you’ve written.

Search engine marketing

Worldwide, Google processes nearly 4 million searches per minute. Many online shoppers start their search for a particular product or for inspiration in a search engine. If you make sure that your shop scores well in search engines, that’s a great way to attract more free visitors to your shop.

There are several things that are important when you optimize your website for search engines. One of those things, which I’ve had a lot of success with last year, is adding a knowledge base to the website. Here you can share a lot of basic information. Information that is interesting for new visitors, but that doesn’t really belong on your blog. In addition, blogging ensures a better position in the search results, especially if you include relevant search terms in your articles.

Discover more about our Search Engine Marketing Sevice: Ranking within 90 days! – FML SEO (Search Engine Optimization)

Google Ads

If you are not yet found well in the search engine on certain search terms, you can place advertisements in the Google advertising program: Google Ads. By advertising in Google or other search engines (SEA – Search Engine Advertising) you can attract many extra visitors to your webshop.

In the search results of Google, for example, standard places are reserved for the advertisements. In the image below you can see that the first four search results contain the abbreviation ‘Adv.’, which indicates that these are advertisements. On the right side of the screen you will also see the Google Shopping results. These are also advertisements.

Logistics

Logistics is one of the most important parts when it comes to optimising your business, especially if it’s an online shop. Sometimes we assume that everything goes well, but if you take a closer look at the figures and possibilities, you will see that you can probably perform even better. So always look for new opportunities to optimise. We explain here how you can do this best for your logistics.

Payment

As you can read, a webshop offers numerous advantages. Besides the lower costs, there is a larger market that can be tapped into, products can be sold 24 hours a day, 7 days a week and positive feedback reaches more consumers. The use of e-commerce is therefore highly recommended for companies, so increase the chances and put on that webshop!

But in order to be successful, you must ensure flexible payment options!

The post Start selling online: The advantages of e-commerce websites appeared first on FML Marketing.

1. Searching on your brand name

If you have professionally built up a webshop, you will be able to see your turnover growth in the first few years without applying many special tricks. After a few years, however, this could decline…Time to tap into new marketing channels. You can then, for example, choose display marketing. This is because in this way you can reach entire target groups that are of value to you. This is the group that is already looking for products that you offer.

Through this form of marketing, you can create awareness of your brand. The attractive thing about this method is that you can use it to approach new target groups via a Google Ads display campaign. This not only results in clicks but also in searches by brand name. This way, you will have double fun. Moreover, you can target your competitors and use searches including their brand name to trigger your ads!

2. Achieving multiple goals

For many, display marketing is a no go because the costs do not outweigh the conversions compared to other methods. At least…that is what they think! What they don’t realize, however, is that the value of this form of marketing is more than just conversion. So it is also important to see this in the right perspective and to determine when your campaign is successful. Think of it as a similar way as a television effort. There is no direct conversion to be derived from this either. Think about the range of potential customers, the increase in reach for your brand. And guess what, it works wonders in combination with retargeting!

This is also called the engagement phase. You can then use the data that you have collected through display advertising, later on, to focus even more specifically on certain target groups. You can then tailor your message to them. After all, you ultimately want to reach and activate the most relevant target group. The available data helps you to easily identify these target groups so that you can work with them in a targeted manner.

3 A new opportunity for near-customers

Display marketing is the way you can alert new customers to your name. It’s also the way to make visitors who didn’t become customers aware of what you have to offer. For example, you can use a banner to approach them again about the product they have viewed, or sometimes even put it in their shopping cart, but did not buy it.

There is a method that works very well. This is, of course, dynamic remarketing. It is a way to show a product that is known to have been viewed by the visitor. This offers an important advantage. After all, you know exactly which product to market in the banner. It can help to link a special offer to it.

4 Ensuring clear recognition

The last point to think about is the recognisability of your brand. After all, display marketing allows you to visualize your brand for potential customers. Advertisements via search engines do not offer this possibility. It has long been known what value the recognizability has in terms of increasing a market share.

That is why this form of marketing can coexist with, for example, regular search Google Ads. This gives you an extra opportunity to work with logos, colours and house styles. These are all characteristics that can influence your (future) customer. This is even a strengthening factor when you consider how wide the range of display marketing can be. If you use banners for near-customers, then recognizability is also a factor that will trigger them!

The value of display marketing

In short, display marketing serves several purposes. It makes customers aware of their needs. It offers opportunities to re-invigorate near-customers. It provides more reach and increases brand awareness. Moreover, it provides a visual component and recognizability.

Thank you for reading Why Display Marketing should be on your mind in 2020. Feel free to leave a comment below, or to get in touch with FML Marketing if you wish to learn more about the opportunities of display marketing.

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The post Why Display Marketing is essential for your brand in 2020 appeared first on FML Marketing.

We manage several large accounts within our company. Accounts that spend over 1000€ per month on social media advertisement. But Facebook ads can also work for you on a small scale. You can already start at 5 euros a day and can work very flexibly.

You may have heard stories about people boosting posts and only getting likes from false profiles. Indeed, this happens regularly when you use the Boost button.

Facebook Business Manager

But if you handle your Facebook ads properly, you don’t use the Boost button, but the Facebook Ad Manager. Sounds difficult? It really isn’t. In this blog post, I’ll give you a beginner’s training on Facebook Ads.

1. Why advertise on facebook?

Facebook is a huge platform. There are approx. 1.5 million registered people on the Costa del Sol and 75% of them even login daily. Moreover, you can find any target group on Facebook. You can use all the information that Facebook collects about its users to better attune your target group.

Unlike Google Ads, you don’t target keywords, but target groups. So you don’t have to wait for someone to look for keywords that are about your product and then try to place the highest bid. With Facebook ads, you can create the need yourself.

Facebook Ads is very flexible. You can start from 5 euros (per day) to hundreds or even thousands of euros per day. But above all: With Facebook ads, you can increase your impact enormously. Much more than is possible if you only focus on organic reach (or hope for viral reach).

2. Types of ads on facebook

Facebook has different types of advertisements. There are 3 major categories:

• Awareness
• Considerations
• Conversion

Maybe these words sound familiar to you, or do they ring a bell? They follow (more or less) the funnel or funnel in which your customers come before buying from you. Important for you to start is that you decide what you want to achieve with your advertisement. Start with the end in mind!

What do you want the ad to do? Do you want to reach more people with your update? Or do you want people to like your page? Do you want people to see your video, or do you want them to click through to read your blog post or even download your e-book? Depending on your choice you will get different options, your ad will look different and will be optimized differently.

Facebook Advertisement: campaigns in three layers 

We keep saying “Facebook Ads”, but a Facebook ad is more than just an ad.

Facebook ads are divided into 3 levels:

1. Campaigns
2. Ad sets
3. Ads

A campaign contains one or more ad sets. And each ad set contains 1 or more ads.

There are a number of settings at each level

1. CAMPAIGN LEVEL

BIDDING TYPE:
The bidding type is fairly new on Facebook ads. You can choose between “auction” and “range and frequency”. Range and frequency is mainly used for large campaigns. So I advise you to always go for the “auction” principle, where you automatically let Facebook bid for your ad. It may sound complicated but it isn’t.

OBJECTIVE:
What do you want to achieve with your ad? Each campaign has one specific objective. If you have multiple objectives (e.g. more likes and more visitors to your website) you have to create 2 campaigns.

2. AD SET LEVEL

GOAL GROUP:
Here you decide who you want your ad to see. You can set up target groups on the basis of Facebook data, or on the basis of your own data (e.g. website visitors or people on your e-mail list).

PLACE:
Where do you want your ad to be displayed? You can choose between computers vs. mobile, and between Facebook News review, Facebook Right column, Instagram and the reasonably new Audience Network (ads on other websites).

BUDGET & PLANNING:
Here you determine your budget and the duration of your campaign. You can let them run endlessly, only for certain days, or even only for certain moments of the day.

3. ADVERTISING LEVEL

INDICATION:
The classic ad has 1 image, but you can also create a video, a carousel (multiple images next to each other) or a slide show for your ad.

MEDIA:
Once you’ve chosen your format, choose the photos or videos you want to advertise with.

TEXT:
In addition to an image or video, you can also add text to your image. In any case, the text above it, but in the case of links, for example, the text below it as well.

PAGE & LINK:
Every ad on Facebook starts from a page. Here you determine which page (or which Instagram account) and where the link should lead to.

Note: if you promote your posted messages, you can no longer make changes to the text and image of the post itself.

Facebook is an auction system

Facebook ads work through an auction system. There are only limited places for ads to show to the people. Your ad will be shown to a person if you make the highest bid at that time. Well, that sounds complicated, but this all happens in fractions of a second and is fully automatic. All you have to do is decide how much you want to pay the maximum to display your ad. There’s a lot going on technically, but the most important thing to know is that the price you ultimately pay is influenced by the target group you target and the performance of your ad. The less active advertisements (from other bidders) to your target group and the better your ad works (conversions, engagement, landing page experience), the less you will pay.

Selecting the target group

On the Costa del Sol, Facebook has over 1.5 million users. And it would be nice to reach all 1.5 million, but not really realistic (unless you have a huge marketing budget.)

Suppose you could call 10 people from your address book to sell your new offer, would you choose 10 first or would you go for a selection of 10 people who you know are most likely to buy effectively?

The same applies to advertising on Facebook. The better you select who can see your ad…your target group, the better your results will be. The better you define your target group, the more people will click. And if people click quickly, you will pay less per click than if no one ever clicks. See the bidding system above.

That’s why it’s important that you make your Facebook advertisements as close as possible to your target group. Look at it this way: the more of those 1.5 million people you exclude, the less “waste” you have. The fewer people you reach who will never click (and buy).

How to select your target group

You determine your target group on the basis of data from Facebook, such as age, place of residence, gender, language, but also interests, employer, position, …

Play around with the options, add things and especially get started with “detailed target groups”. Try to reach your ideal customer on that basis. Here you can choose the suggestions from Facebook (browse through the categories), or you can type something yourself and choose from the options that come up. If the option is not available, you can’t target it.

In addition to these options, you can also target based on your own data, such as retargeting of people who have visited your website or people who are on your e-mail list. But that’s something we will cover in other, more in-depth blog posts. For now, let’s focus on the target group and the regular options within Facebook Business Manager.

Protip: You can put different types of target groups in different ad sets to test them against each other.

The creative (ad)

Finally, I’d like to discuss the creative. So the advertisement itself. Work with images or videos that attract attention: Bright colors that break the pattern of Facebook. And work with texts that appeal to and convince people. Preferably put no or as little text as possible on your image. Images of which more than 20% of the surface contains text will work much less well.

Protip: Create different images and texts and test them in each ad set.

Related article: How to build a professional Facebook Page

Getting Started with Facebook Ads

You now know the basics of Facebook ads. Now it’s mainly a matter of GETTING STARTED. If you need any help, or if you do not have time to do this yourself, contact FML Marketing. We are a professional online marketing agency. Specialized in online advertisement on the Costa del Sol. We are located in Estepona, between Manilva and Marbella on the Costa del Sol.

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Of course, you can also send visitors to your homepage or a product page, but if your landing page fits in seamlessly with your advertisement, the visitor will need to make less ‘effort’ to orientate him/herself.

The landing page is, in fact, a transition page that you place between the advertisement or expression with which you get the visitor on your website and prepared to show more about the products and services you want to show. Sometimes a landing page can’t be found in a menu because it’s specially designed to ‘receive’ visitors who have clicked on an advertisement. You don’t make a landing page per se to be easier to find. It is better to use (blog) articles in which you can place links to a landing page.

What’s the purpose?

as indicated, it is not so much about attracting as many online visitors as possible, but about attracting the right customers. In other words, the target group where all offered information, products and services are aimed at. Links and banners to these pages are distributed on the web, advertised and made findable in Google via SEO in such a way that they can reach customers with possible interest in the product optimally. Then landing pages make the visitors a suitable offer, in exchange for information or data.

Striving for more conversion

Landing pages are entirely focused on so-called conversion. Within internet marketing, this means that a certain predetermined goal must be achieved with the launch of the page. For example, generating more purchases, collecting customer data or registering for a meeting. In marketing, conversion goals are always described in measurable terms, often in percentages. For example, a conversion rate of 2% can be aimed for. Then it is assumed that at least two out of 100 visitors perform the action on the landing page.

What do landing pages yield?

Conversion does not always have to be about an actual purchase by the visitor. There are more online customer actions to which companies attach great value, such as:

• Subscribe to a newsletter
• Register for an event
• Information request
• Download demo
• Contact service
• Establish contact, for example with a callback request

For all these actions, the visitor deliberately, and sometimes also unconsciously, leaves data behind. Data that the company can use for product positioning and targeted web marketing. For example, web administrators and marketers use these landing pages for:

• Expanding the so-called ‘brand awareness’ among the target group.
• Offering more in-depth content
• Selling (online) products and services
• Getting to know existing and new customers better
• Generating valuable leads

What are leads?

An important goal of a landing page is to win leads. These are so-called ‘traces’ that can lead to potential customers. By collecting them and approaching them in a targeted way, sales transactions can ultimately be realized. Leads include telephone numbers, e-mail addresses and other contact details that visitors leave behind by subscribing to a newsletter or requesting information, a demo or a quotation.

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Importance of SEO and keywords

Keywords are central to landing pages. These keywords or related terms ensure that search engines and then the target group track down the page and visit the website. But it also important to match the keywords from campaigns to the keywords on your page. (See below: The advantages of a landing page)

Researching the right search terms and well-thought-out use of them in the web content is, therefore, an essential part of the composition of landing pages. But it does take some time. It is important that the focus is kept on the subject and that the number of primary keywords is not expanded too much.

The advantages of a landing page are

• Because your landing page matches your advertisement, your visitor does not have to think or search. This results in fewer visitors who drop out and more visitors who will read the message on the landing page.
• An additional advantage is that Google Ads looks at the relevance of your landing page and your advertisement. The closer they are to each other, the better you will be judged and you will have to pay less for a ‘click’. In other words, a good landing page will save you advertising costs.
• You can convince the visitor step by step. In your advertisement, you attract the visitor with an advantage. On your landing page, you can mention more advantages and confirmations with ‘social proof’. Think of reviews, quotes, references. Always provide a name and photo, otherwise, the “proof” has no value.
• All these elements together make the conversion go up.

4 Tips for a successful landing page

1. Make sure the message matches your ad. A very eye-catching title of your landing page may seem funny, but it’s not your goal to attract attention. If all goes well, the ad will do that for you. It’s all about trust and persuasion now!
2. Convince with advantages for the visitors. No list of specifications, but focus on concrete benefits. You finally have time to spare because of our solution… You save money thanks to our tool… etc. etc.
3. Keep it clear and make sure there is as little noise as possible. All elements that do not directly contribute to the connection between advertisement and offer can be removed.
   It is important that you keep it simple for the visitor. One goal, one call to action.
4. I don’t mean just one button. You can show multiple buttons, as long as there is only one goal. And the best goal is a page on which you can go into more detail about what you have to offer. More background information, specifications, references, reviews, and examples.

A solution to the above ‘noise problem’ is that you divide the benefits, social proof and information into several pages. You link these pages together so that the visitor is convinced step by step. This is also called a funnel.

Measuring success

The success of your landing page is very easy to measure within Google Analytics. The basic question is: “How many people come to the landing page and how many people go to the product/service page?” The larger the number of people who click through, the better and you can adjust your content to see if you get influence on this number.

Sometimes small differences, such as the text of your call to action button, can make a big difference. Once you have created landing pages, it is worth testing A/B and optimizing your landing page. See also: Within 5 minutes your first A/B test

With an A/B test, you can create different variants of your landing page and test if “Start today” works better as a call to action than “Request a trial period”. Do you have questions about landing pages? I like to read and answer them in the comment section below.

Thank you for reading our blog. If you would like to learn more or get started with landing pages, please do not hesitate to contact FML Marketing. We are a digital marketing agency, located in Estepona on the Costa del Sol.

The post What’s a landing page and why do you need it? appeared first on FML Marketing.

social media monitoring: 6 do’s & don’ts

DO: Assign a person responsible for monitoring within your organization

Social media is always on. Where messages used to spread more slowly, online reporting continues all day long. Even the smallest messages can affect your brand reputation. Within the organization, therefore, monitoring is not something you ‘just add to’. Certainly not at the moment that a crisis breaks out in which action is expected from your organization.

Think, for example, of a wrong reaction from a web care employee who goes viral or an accident about which reports are soon published via social media. Such events have a direct impact on a brand’s reputation. At that moment it is good to have a person who guides the process of media monitoring, informs the right people and does not panic. This person is extremely patient, can act quickly and thinks in terms of solutions.

DO: Use monitoring tools

To keep an eye on your organization’s reputation, you could hire someone to keep an eye on all channels (Twitter, Facebook, LinkedIn, Instagram, YouTube, etc.) all day long. Fortunately, there are several useful and user-friendly tools available today that make social media monitoring a lot easier. Are you just starting media monitoring? A free tool such as Hootsuite offers easy solutions for different channels and offers you the possibility to respond via this tool.

Are you looking for a monitoring tool that can help you make a real difference in the field of reputation management? Then more advanced tools will help you out. Within such a tool it is possible to get graphs of volumes and scope of reporting, but it also offers the possibility of sentiment analysis, stakeholder monitoring and easy reports for internal use.

DO: Put relevant reputation pillars in place

To ensure optimum reputation management, it is important to focus on the pillars that are important for your organization. For example, by including the RepTrak© model in online media monitoring, you can measure the state of your brand’s reputation on a structural basis and where you may need to make adjustments. The model is based on seven dimensions with twenty-three characteristics and, with the right searches, can be easily integrated into a tool.

Does your organization appear online as an innovative company? Or do you show online that you are a sustainable company? By keeping an eye on this on a monthly, weekly or even daily basis, after a while you will gain insight into the online reputation of your brand. You can also see when situations threaten to get out of hand or when you have to make adjustments if you want to maintain or achieve the desired reputation.

DON’T: Lose your mind

The world of (social) media monitoring is enormous. The number of messages that organizations receive per day is sometimes between 1,000 and 10,000. Good monitoring helps you to get a clear overview of all these reports. Note: these are also messages that you might not have encountered in the normal course of business. An overview of these reports provides many new insights, which can lead to new ideas and solutions.

But you will also come across many negative reports that you have previously overlooked. Don’t panic! Look beyond the negativity and read carefully what your target group actually thinks. Are certain patterns visible? Or are the same people always negative? Map this out within the organization and think in terms of solutions. Monitoring can help you to actually adjust your reputation because you now have a good insight into what is being said about your brand. Think of it as a great opportunity from which your organization can benefit enormously.

DON’T: Ignore important questions or criticisms

Because monitoring provides you with more information, there is a good chance that there are also important and critical questions from consumers, external stakeholders, and interest groups, for example. In order to maintain or strengthen your reputation, it is important that you are able to answer these questions clearly. Put together the most important questions on a Q&A page (question-and-answer page).

Also, be aware that responses through public channels are visible to everyone. It is therefore even more important that you are unambiguous in the answers you give. Also, keep your organization’s customer service well informed of these questions. They are in direct contact with the customer and have a major impact on brand reputation. By responding quickly, clearly and unambiguously to important questions, your reputation will not be compromised.

DON’T: Forgot to ask questions yourself

Be constantly alert to changes in your customers’ purchasing behavior or the expectations they have. By constantly asking yourself how they see your brand and what they think of it, you can specifically monitor those answers.

For example, would you like to know how a recently launched campaign was received? Include this campaign name and related topics in your search. This gives you real-time insights into sentiment, volume, and media value around the campaign. Ask yourself such questions all the time, so that you can see whether the current strategy you are pursuing is a success or whether it needs to be worked on. Are you already aware of everything that is going on online around your organization? Or do you have any tips of your own? Let me know in a comment underneath this article!

Thank you for reading our article 6 do’s & don’ts of Social Media Monitoring. FML Marketing is a boutique digital marketing agency located in Estepona, Costa del Sol. We offer digital marketing solutions to small and medium-sized organizations. To learn more about our premium marketing services, please contact us for a personal approach.

The post 6 do’s & don’ts of Social Media Monitoring appeared first on FML Marketing.

These profiles are then converted into a business page by Facebook and usually, you can no longer join them. Therefore, just like me, be proactive and turn your personal Instagram into a business account. A business Instagram account also has the advantage that you get access to statistics and promotions. In this article, I will discuss the creation of a company profile, the statistics on Instagram and the option to promote Instagram messages.

Create a company profile

If you get the message from Instagram to make your business account a business account, you can follow that message. Sometimes you get the message that you are not a page manager, while you are. Then first do the following: First, link your Instagram to your personal Facebook page. Permission is then requested to be able to access the pages and you have to give them. Otherwise, you will not get any further. Then you can link your Instagram to your company page.

Company information on your profile

Then, you are enabled to click on the company profile almost at the bottom of settings. You then indicate with your page which information you want to share, such as your e-mail, telephone number, and address. If you have a store, you obviously want to share the address, but if you have an online business or no office where people can visit you can also keep the address for yourself and click on it. Then you can change or delete it.

Now there is a link next to your profile picture that people can click to email, call or to see your address. This can be very interesting because the step to do business with you via Instagram has become a lot smaller. Followers no longer need to go to your website first and find out everything there. It is now just a push of the button and you are in touch. Ideal!

Read also: Instagram and the use of hashtags

Or: Create your Instagram Business account now!

Instagram statistics

First, you had to check your statistics via external sites and grant them all kinds of permissions. Now you can check your statistics on Instagram yourself. If you click on the icon of the statistics in the app you will first get a kind of general page. This indicates how many people have seen your messages that week. Then you see the most popular messages, the time when your followers are online that day.

Views

In the views, you first see the total number of times your messages have been seen. Then you can swipe through and then you also see the number of people you have reached that week, how many people have seen your profile and how often you clicked through to your website.

Popular messages

In the popular messages, you can see which messages have been seen the most in the last 30 days. If you click through it you will get an overview with every number the number of how many times it has been seen.

Followers

For followers, the average time for your followers on Instagram is on the day you watch. If you click on more, you will also see how many followers you have and how many new you have received that week.Then you see the gender distribution of your followers. The ages of your followers, where you can also click on the gender for more specific insights, and you see where your followers come from. This may be important, especially for local companies. Because you want followers in your environment. At the bottom of the followers, you can click through to the other days of the week to see at which times your followers are online. This is useful for the best timing when posting messages.

Promote messages directly on Instagram

And therefore no longer via Facebook! It is the link with Facebook after a social medium that you can use individually for your online marketing activities and get people quickly on your website or on your phone. Promoting a message on Instagram is similar to promoting a message on Facebook. Would you like to know more about drafting, planning and promoting messages for Instagram? Then we can always help you with a workshop, social media coaching, or social media management.

The post Instagram for Business: Create company profile appeared first on FML Marketing.

Advertise on Linkedin? What are the advantages of this? Why would you do that anyway? It is not the most popular social medium, so it makes much more sense to go to Facebook?

This is not entirely true for a specific target group. You know that 9 out of 10 people are on Facebook, but many of those who are not on Facebook do use LinkedIn. This is also because LinkedIn is used with a completely different purpose than Facebook and with this goal in mind it is actually very logical to advertise on LinkedIn.
On LinkedIn, there are mainly people in the business area. It is a professional ‘social media’. This way you know that you can reach serious potential customers. Advertising on LinkedIn is, therefore, a very serious area for you.

How do you do that?

In the following paragraphs, you will find a step-by-step plan in which you learn how to advertise on LinkedIn. Read them in advance so that you know what you have to have at hand. Especially step 1 does take the necessary time.

Step 1: preparation

A preparation is certainly important. Ask yourself: What do I want to achieve with advertising? Here are a few examples: Do you want to bring in more customers? Do you want more brand awareness? Do you want to lead people to your webshop? Whatever goal you have, you have to take it into account in your ads.

You have to put your target group together on LinkedIn. Also, think about your budget campaign LinkedIn.

Step 2: Create an account

You must have your own account on LinkedIn and a company page. With your account, you can manage a page for your company and only with that company page, you can advertise messages. If you do not yet have your own account, you have to create it. Then you start working in the Campaign Manager. You create a new account (within your own account) on the name of your company. Choose a suitable name that tells enough about your company.

Choose the right currency for your business. Advertising is not free.

Think about the desired budget that advertises on LinkedIn costs.

Step 3: Campaign type

What kind of campaign are you going to conduct? LinkedIn gives you three choices. Sponsored content, text ads or a sponsored Inmail. What is the difference?

Sponsored content

You reach the customers through sponsored messages in their LinkedIn feed. The messages that you have already created on your company page can easily be sponsored to reach people who are not yet following your page. You can also turn on a feature that allows people to follow your page, which can provide more business followers. Very useful if you want to be seen repeatedly in their timeline.

This is the form of advertising that I usually apply on LinkedIn.

Text Ads

The campaign is listed as an ad on the side of Linked-In or at the top of one line.Advantage: This way of advertising leads to more visitors to your website. So this is more about selling. Because you lead people to your website, they can buy something from you.
Disadvantage: People cannot follow you in this way. You can create name recognition because you are always on the sidelines or top of LinkedIn.

Sponsored Inmail

This type of advertisement looks a bit like email marketing. You make a nice message that you can send to people you indicate in your target group or to the followers you have. The advantage is that this is very personal, the disadvantage is that this can also deter people.

Step 4: Campaign name

Think of a name for your campaign. You can have multiple campaigns on LinkedIn. If you want to order your campaigns, you have to put a number on your campaign. The campaigns are displayed in alphabetical order.
You also have to choose a language for your campaign. Think carefully about this! If you have a webshop, you will want to advertise internationally more quickly than if you have a store.

You can also opt for conversion tracking. This means that LinkedIn keeps track of the results for you. This way you can see whether your ads are effective. You can track how many people click on your ad and how many people go to your website or page. You can also see which campaign is most effective because of multiple campaigns.

For this, you have to install a code on your website, but this also allows you to advertise more specifically.

Step 5: Create the ads

It differs per type of advertisement, which is the working method.

Sponsored Content campaign

You can choose from two types of sponsored campaigns. With one, you sponsor from an existing content and with the other you create a content yourself. Give your ad a name and create a text with a maximum of 600 words and add an image. An image does not necessarily have to, but it appears from the practice that ads with images are viewed more.

Text Ad campaign

You can choose between two options: if people click on your ad, they will 1. visit your LinkedIn page or 2. to your website. Choose a good header for your ad with up to 25 words and a description of up to 75 characters. You can also add an image. You can create multiple text Ads to test which works best.

Sponsored Inmail

This is very similar to e-mail marketing within LinkedIn. You can write a personalized message to make real contact with people and to increase registrations for your real e-mail marketing or even programs.

Step 6: Target group

On LinkedIn, you can very clearly put together a business target group. You can indicate the areas you want to focus on. The professions and functions that your target audience must have, the number of years of experience, the company size and even which diploma your target group must have. Ideal for when you are looking for a business client with a certain position in a certain branch.

Step 7: Budgets

Advertising on LinkedIn is not free! Think in advance about your budget campaign LinkedIn. LinkedIn is relatively more expensive than for example Facebook, but this is also because you can advertise your target audience more accurately. With LinkedIn, for example, I have far less trouble with strange characters who like your ads. You can pay per click or per impression.

Cost-per-click

You pay when someone clicks your ad. Ideal for when you want more traffic to your website or page.

Cost-per-impressions

You pay per 1000 times your ad is shown, regardless of the number of times people clicked on it. This is a perfect deal when you want more brand awareness.
What is ideal on LinkedIn is that it always shows what the competitor does. You can also set a maximum budget per day so that you will not be through your budget after a week. You can also enter a budget for the entire campaign so that LinkedIn has an indication of your costs.

Your ad is ready to enter the world! Good luck! Do you need more help? Then you can always follow a workshop about LinkedIn.

LinkedIn advertising Marbella

If you want to learn more about advertising on Linkedin, or if you want professional support, please contact FML Marketing. Our team of experts is ready to help you and your organization reach your online marketing goals!

The post LinkedIn advertising: Campaigning on LinkedIn appeared first on FML Marketing.

Important Restaurant menu design tips

In this 3-minute article, we share some crucial tips when designing your restaurant menu.

The restaurant menu design

Design the menu so that it fits exactly with the wishes of your target group. Avoid making the menu exactly as you want it to be. It may just be that your wishes are completely different from those of your guests. Guests do not buy on the basis of all technical data but on the basis of emotion. Communicate the origin of the products and tell something about the history of your restaurant. Tell your story and respond to the guest’s emotions.

Readability and contrast

A menu must be legible. Some menu cards have a busy image or a bright color as a background. This makes the text on the menu very difficult to read. The same applies to contrast; make sure that the background color and text color are complementary to each other so that readability is good. A grey text on a black background is a no-go. 

Structure of the menu

Ensure that the structure of the menu is clear and structured. Put the dishes in different categories (starter, main course etc.) and ensure consistency in structure and design. Have a guest think about your menu card before you print a series or have the menu tested by your guest. The guest often has no knowledge of catering and scans a menu card design in a very different way than you might expect.

Avoid stress for the customer

The content of the menu is of course important. It is advisable to keep the range of dishes limited so that guests keep an overview and do not end up in a situation where there is too much choice (overkill!!). There is a rule of thumb to prevent choice stress, namely; 6 starters, 10 main courses and 6 desserts, less is also possible, more we recommend!

Psychology: it’s all-in-the-mind

Many studies have been conducted regarding the places on a menu where a dish sells the best. These studies show that the upper and lower dishes sell better. So put the dishes with a lot of margin on the top and bottom spots of the categories on your menu.

Quality of the card

Dirty stains, fingerprints, worn corners and scratches on the menu. They are irregularities that occur regularly. Do not forget that your guest is in his hands for a long time with the menu card and looks at it ‘thoroughly’. Unlike your waiters and waitresses, they only share the menu and sometimes forget to check the quality of the menu. A well-groomed, professional menu says a lot about (the rest of) your restaurant. Tip: Because many people look in advance on the website of your catering facility, it is wise to place a digital version of your menu on your website. The guest then knows exactly what he/she can expect! This can be done as a PDF, even better it is to include the texts on the site itself.

Need inspiration? FML Marketing has an extensive collection of menu designs in all shapes and sizes! Contact us and we share our expertise, designs, and tips with you!

• Are you having trouble to establish a website for your restaurant in Estepona or Marbella? Contact us today. We can help you build an SEO-optimized website. a website that is easy to maintain yourself, completely in line with your branding, style, and image.

The post The restaurant menu; design and layout, what should I pay attention to? appeared first on FML Marketing.

WhatsApp Business: Not for everyone…yet

Ok, first of all, I have to disappoint you: WhatsApp Business is not yet available for Dutch or Spanish companies, but this is planned. The service was first launched 2 weeks ago just for the United States, the United Kingdom, Mexico, Italy and Indonesia. The service will add new countries in the coming weeks, probably including the Netherlands. Strikingly, WhatsApp Business kicks off with an Android app, the date of the launch of the iPhone app is not yet known.

What can you do with this as an entrepreneur?

However, in order to be able to anticipate what is going to happen, we will give you the specs here: what can you do with WhatsApp Business? First of all something about the regular variant of WhatsApp. It is set up for private users who want to send each other messages, videos and photos. Various tools make it easier to use WhatsApp for business purposes, but it does not work perfectly. For example, you can not use a (company) account on multiple smartphones. This means you can not let a social media team work collectively with WhatsApp. This way you will continue to have that one WhatsApp employee in your company.

With WhatsApp Business this becomes possible, allowing WhatsApp to play a more prominent role for companies. Remarkable: while Facebook recently announced that it wants to display fewer posts from companies in the timeline, WhatsApp is choosing a new – separate – service for companies.

But WhatsApp Business has more to offer

Another useful feature of WhatsApp’s new service is that you can set up automatic answers, for example for questions that are regularly reviewed (FAQ’s). Or automatic welcome messages or an absence notification. This way, you as an entrepreneur spend less time on social media and so you have more time for what really matters. As a company you also get your own profile page, just like – indeed – Facebook! On that page, you can place the usual information: when your company is open, what your location is and what you stand for (yeah that looks like Google Business). WhatsApp even sends out more powerful companies with a tick, just like Twitter. There is also a data section at the new WhatsApp service. After all, as a company, you want to know what success the social media traffic is generating.

WhatsApp Business provides statistics on the number of read messages and response times. For a better overview in the message menu, you can assign chats a label, such as ‘Prospect’, ‘New order’ or ‘Paid’. Companies can share their account with multiple employees. For the sake of completeness: as a company, you can only contact people who have shared their telephone number and have agreed to receive notifications from your company.

KLM as a customer

A lot can be expected from WhatsApp Business. A large Dutch airline corporate like KLM has already indicated that it wants to work with the service as soon as it becomes available. KLM wants to use it for customer service, but also for sending travel documents. A piece of futurism. From a journalistic perspective, it is also interesting to keep an eye on WhatsApp Business in the coming period. Once again: while Facebook is focusing its business model more on individuals, the WhatsApp subsidiary goes out towards business. Will this have purely positive effects on WhatsApp, or will it primarily ensure that users, who usually do not like social media companies, turn to competitors like Telegram? Time will tell.

Follow our FML Marketing blog to learn more about the availability of WhatsApp Business in your area, or simply subscribe to our newsletter! Thank you for reading and have a good week!

The post WhatsApp Business: What can you do with it? appeared first on FML Marketing.