By Archana Roche, Facebook Measurement Lead, Httpool APAC

 

facebook guide

 

Facebook Marketplace is an easy and convenient online marketplace for users to buy and sell new and used products locally.

Launched in October 2016, it has since gained immense popularity, with over 800 million individuals each month using Facebook Marketplace in 70 countries worldwide; making it one of the most effective online platforms for marketers. From small retailers looking to boost conversions and sales to established marketers testing out a new product, its simplicity of use makes it an easy and convenient way to start marketing instantly, even in the absence of a website.

You don’t even have to download another app or set up a new account. All you have to do is list your items and you’re good to go, directly reaching thousands of shoppers in your local community. So, If you’re a marketer who hasn’t yet started utilizing the Facebook marketplace, now is the time to do so.

Why is Facebook Marketplace good for my business?

The Marketplace, as the name suggests, allows you to reach buyers on Facebook who are already browsing products. It reduces friction in the path to purchase by providing quick answers with real-time responses through its free Messenger app. The marketplace offers unique mobile-friendly listings that are quick and easy to use, helping you target buyers on the go and deliver useful information, such as price and product description in no time at all.

With its 2.89 billion monthly active users, as of the second quarter of 2021, Facebook presents a massive market opportunity for businesses around the globe. Facebook Marketplace, in particular, has 1 Billion active members, with a significant benefit for small businesses, allowing firms to reach previously unprecedented global audiences.

facebook guide 1

What can I sell on Facebook Marketplace?

Facebook Marketplace is the perfect commerce platform for almost all categories, from clothing and accessories to electronics, entertainment, hobbies, and even real estate.
However, not all products are welcomed with open arms. Facebook adheres to strict policies and community standards, prohibiting the sale of alcohol, hazardous products, the promotion of gambling, and any form of discrimination (See the complete list here).

How can I make the most out of the Marketplace?

Facebook Marketplace gives businesses access to a wide variety of options and tools, such as the merchant selling feature. Companies can also utilize marketing automation technologies to develop automated responses to consumer queries, and chatbots to answer frequently asked questions in real-time.

facebook guide 2

One-on-one selling to prospects

Businesses can sell directly to buyers using Facebook Messenger through Facebook Marketplace. Prospective purchasers can immediately ask questions, allowing advertisers to respond in real-time. This feature provides consumers with all the information they require before they lose interest, putting your customers at ease and validating their purchasing decisions.

facebook guide 3

Choose your preferred payment processor

The only DIY aspect of Marketplace is the processing of payments; this is the one service that Facebook does not provide to its advertisers. As a result, companies can use any payment method they wish, including Paypal, bank transfers, Shopify, and BigCommerce payment processors. You can also accept cash as a payment, which is the most frequent choice for users.

facebook guide 4

Increase sales by listing products for free

All businesses can use Facebook Marketplace to list and manage products for free, with setting up practically taking minutes, streamlining the conversion process all while increasing revenue. So, if you currently have a Facebook shop, connect it to your Marketplace and watch conversions soar.

facebook guide 5

Facebook Marketplace is ideal for companies looking to market their products online. It’s large audience unlocks thousands of new customers right on your doorstep, and you don’t even have to pay for your listings. So what’s stopping you? Setup is straightforward and can instantly help you sell and promote your products to a larger audience.

What makes it even more interesting is the ability for businesses to combine Marketplace with their preferred tools, such as CRMs and autoresponders. This will increase your chances of obtaining leads, nurturing them, and most importantly, converting them into consumers. As long as you have something to sell, there is always someone searching for it on Facebook Marketplace.

By Nawaf Ghansar, Sr Client Partner, Httpool

 

Video advertising has come a long way in the digital ecosystem. It started with running in-stream ads on video publishers like YouTube, Dailymotion, etc., and moved to out-stream video formats so even non-video publishers could offer and monetize video ads. Then came tech platforms that offered more significant reach because they had video inventory across various publishers. Now we have OTT (over-the-top) platforms that offer video ads too. All in all, video ads share in the digital media pie has grown tremendously over the last few years and will continue to do so in the years to come. There are 356 million mobile video viewers in India, according to InMobi’s State of Programmatic Mobile Video Advertising in India research.

While advertisers were initially happy to look at the only cost per reach from their video campaigns, they slowly but surely started to look at factors beyond reach. They looked at metrics like CTR’s (click-through rates) and CPCV (cost per completed view). Publishers started to optimize their campaigns to meet these metrics, and advertisers were happy with the low eCPCV’s they were getting. What some people didn’t realize was in haste to meet the demand, publishers found a loophole and took steps like making video ads non-skippable to drive lower eCPCV’s or higher VCR’s (Video Completion Rate). But is VCR an accurate metric of whether an individual has seen the ad?

As mentioned earlier, VCR can be tweaked by making the user forcefully view the ad or allowing the ad to run in the background even though the ad is not fully visible. While the forced view of ads is a problem for users and is a topic in itself, let’s focus on partially viewed video ads. As an advertiser, would you ever pay for a TV spot where your video commercial is not fully visible or buy an outdoor hoarding that is covered by a tree? Probably not; then why are advertisers ok with paying for video ads on digital where it’s not entirely viewable? They have been informed that they meet the regulatory bodies’ norms, like IAB’s viewability norm, which states that the ad should be 50% viewable for 2 consecutive seconds.

Looking at the example, can you make out the brand from this ad?

example

I do not think so!

This is why advertisers globally have been moving to a more superior metric to measure their video campaigns: Viewable Video Completion Rates or V2CR. This metric does not give a lopsided view to the advertiser concerning their video campaigns. It looks at two essential metrics in tandem: VCR (Video Completion Rate) and Viewability.

V2CR = Viewability * VCR

What this means is, if, let’s say, the viewability of your video ad campaign was 50%, and the VCR was 80%, the Viewable Video Completion Rate is 40%. Most publishers do not measure this metric or disclose it to the advertisers. This is because the inevitable truth of the quality of the video campaigns will come out: the quality of video views is very, very poor. Some of the biggest video platforms in the industry have a V2CR benchmark of around 40%-50%.

To all the Digital Marketing Managers, I ask you this: while your video advertising partner must be driving very low eCPCV’s for you, what is the quality of video view they are driving?

By Rohan Noronha, Facebook Partner Director, Httpool Bangladesh

 

It’s no secret that machine learning and artificial intelligence have become a massive part of our everyday lives, existing in all shapes and sizes, including the Facebook algorithm – delivering results to advertising campaigns worldwide.

Facebook’s machine learning algorithms influence everything from budget optimization to dynamic text, making it easier and more cost-efficient for any business to identify their ideal consumer on Facebook, Instagram, and Messenger.

And while the system can seem confusing to a newcomer, there are two key factors influencing which ads are shown at any given time. One you can control (target audience, goals, and ad quality), and another is managed solely by the Facebook algorithm (auctioning).

The heart

Marketers, through the use of highly targeted demographics, can effectively reduce the number of irrelevant ad placements on Facebook. Essentially, they are given the chance to tell the AI robots exactly what kind of person they wish to view their ads. After all, there’s no point in offering kitchen appliances to those ordering take-out every night! And the targeting possibilities are almost endless – think age, location, gender, interests, activities, and even past behaviour and interactions online. Your target audience can also now be generated from an email list or created as a look-a-like to a previously existing audience.

The campaign goal is completely in the control of the advertiser and needs to be strategically thought through before implementation. And when you know exactly what you want to achieve, enter the Facebook algorithm, assessing the possibility of this happening and evaluating user behavior to provide an estimated action rate.

But, nothing matters more than the quality of your ad. Facebook awards each ad with its very own quality score, determined by another of its machine learning models. For example, if users are seen to be hiding your ad, it can’t be providing much value to your audience. Actions like these lower an ads score and decrease its chances of appearing in the future. On the flip side, ads generating higher levels of engagement, in turn, have a higher quality score and appear more frequently on the platform.

The brain

If an ad’s target audience, goals, and quality score are at its heart, then the Facebook algorithm is the brain beating it. The two work together in parallel as the algorithm’s goal is to guarantee advertisers the best price-performance ratio. For example, if machine learning predicts that an individual will ignore an ad, the decision to place it should be rethought as the estimated action rate will be lowered.

girl robot

When business leaders hear the word “auction,” they automatically assume that the highest bidder wins. But in reality, we’ve seen that offering to pay the most is only a minor factor in the equation of the Facebook auction. If the machine learning algorithm forecasts higher levels of engagement and favorable replies, you may have the lowest bid, but the race is still yours to win.

robot mirror

And as always, we need to make sure that our heart is in the right place, and our brain is stimulated. While we may have no influence over this machine learning model, the preparations we take while planning ad campaigns are critical. Deliver a weak ad and you won’t get very far. So make the most of your planning and strategy, leveraging analytics to improve your ad over time. This way Facebook machine learning models will work in your favor, and your heart will always go on.

by Diana Coman, Regional Client Partner Snapchat

 

Snap Back to School gif

It’s that time of the year again where we are all stocking up on new school supplies, starting new classes and schools and looking forward to seeing our friends and excited for the new friends we will be making! Friends are such an important part of the school experience, having a sense of community is what gets us through the school day. We look to our friends for inspiration when deciding which of the latest trends to adopt and Snapchat is a great way to connect and keep up to date with what trendsetters are wearing. Snapchat is hosting a back to school celebration this year to drive purchases, read more to learn about how you and your brand can get involved!

 

The percentage of people using Snapchat to shop for their back to school essentials has reached 85%

Snap Back To School

 

Compared to other social media platforms Snapchat comes out on top when it comes to the amount of people shopping for back to school supplies. The graphs below show that Snapchat beats competitors at every stage of the shopping journey. 

 

 

Snap used Back to School

 

 

Snap Back to School gif2

 

Here are some more statistics on why Snapchat is the place to be this September:

The 2020 back to school season showed us that 82% of student Snapchatters influenced what their parents were purchasing for their return to school.

Snapchat trendsetters are what drives a lot of sales traffic, with 73% of users saying they would be more enticed to shop from a brand that their friends have been buying from and talkinging about.

50% of all users are using Snapchat to spread the word about their exciting new purchases to family and friends.

Student users are not the only ones whose shopping is influenced by others. Snapchat reports show that of the Snapchat users who are parents, 79% of them are also influenced by their friends and family.

 

 

With these statistics in mind it is clear that trends are a huge driver when it comes to back to school shopping, make sure that your brand is utilising this!

5G is driving e-commerce 

With the usage of 5G increasing, this is helping e-commerce tools and apps work more smoothly. With the evolving functionality users are finding it much easier to navigate their way through different applications which makes the shopping experience even easier. 

 

Shopping with morals

Shopping from brands who promote a positive ethos has never been more relevant, shoppers now are very concerned about which brands are promoting social justice. This has influenced shopping habits hugely as customers are now less likely to shop from brands who do not uphold the same values as them. 

 

Living well

Mental and physical health is a big topic of discussion and school should be a place where everyone feels a sense of security. With this in mind you can expect products and/or services to be catered toward these needs. This may also include tech based products or services which remind users to take breaks or relax during study periods to prioritise their well being. 

 

Shared interests 

Shared experiences and interests is how people communicate with each other during this digital age and this is how friendships are created. 

 

Flex Culture

The idea of the flex culture is misconstrued, at Snapchat instead of seeing this as showing off it is seen as an opportunity to share who you are with the world, by sharing your interests and what puts a smile on your face!

 

How your brand can get involved! 

  1. Run promotional materials through the back to school celebration style. 
  2. By using photos and videos this will make you part of the conversation.
  3. Use AR so Snapchatters can try on certain products. This will help to drive traffic to your site. 
  4. Make sure to connect your app or website to Snapchat to increase conversion rates. 
  5. Make sure you have brand ambassadors and trend setters promoting your product. 

Snap Back to school gif3

 

Shoppers are more likely to return to a brand which has helped them through nerve racking and memorable times. By helping customers with their return to school this will create an emotional connection with each customer. 

 

To show just how well this approach works here are two success stories for you to take a look at:

 

What are you waiting for? Join the celebration today!

By Anna Gorka, Global Spotify Partner Director, Httpool

 

Audio ads have risen in popularity as one of the most popular kinds of digital advertising today. Audio ads are a crucial component of the audio revolution that has taken the world of advertising by storm. They are served to listeners through various distribution channels, including smart speakers, audio search, music streaming services, and traditional radio.

Music plays a much more significant role in our culture than most people realise.

In 2019 the global music streaming market was worth 20.9 billion USD and was projected to rise at a CAGR of 17.8% from 2020 to 2027. During the forecast period, the rising popularity of digital platforms and the increasing adoption rate of smart devices are expected to impact industry development positively. Users can listen to audio, podcasts and watch music videos on sites offering music streaming services. Furthermore, these services include music suggestions, automatic playlist customisation, and hassle-free accessibility on smartphones and browsers, both of which are expected to attract end-user interest during the forecast period.

Many platform providers also let you try out their premium subscriptions for free. Promotional deals such as free monthly trials and price reductions in subscription models have also driven market growth in emerging markets. Similarly, as more customers opt for paid subscriptions, the market for music streaming services is projected to rise.

WHY SPOTIFY?

  • 100% Share of Voice
  • Up to 30’ UNSKIPPABLE ads
  • 365M monthly active users across 178 markets
  • 70M+ tracks, 4B+ playlists

 

 HOW?

First, try to think of which KPIs you need to choose the right format to accomplish your goals. Second, we always recommend running a multi-format campaign on Spotify to drive more robust performance, thus reaching better results in brand awareness or Ad recall.

 

KNOW YOUR AUDIENCE

Try to understand your audience, think of their routine, and choose the right targeting. Spotify users listen across devices — in fact, Spotify Free listeners stream on average 2.5 hours each day. And because they’re logged in with a single identity, you can reach them through multiple devices such as mobiles, desktops, tablets, cars, connected devices, Smart TVs, and gaming consoles.

 

FOCUS ON DIGITAL AUDIO

As audio is one of the key formats, try to use the whole length of its 30 second time slot – it is UNSKIPPABLE! Don’t be shy; talk to your listeners and include a VERBAL CALL-TO-ACTION. In addition to the audio spot, your brand takes ownership of a clickable companion display unit, allowing you to extend your campaign and drive traffic to a URL destination. So be creative! You also have the option to immerse your audience in 3D Audio and reach higher engagement.

 

By Httpool Cambodia 

Setting up your first TikTok campaign

TikTok Ads Manager is a powerful yet easy-to-use tool for reaching audiences around the world. Once your account has been set up and approved, you’re ready to take the first step to run ads on TikTok: setting up your first campaign.

 If you haven’t already done so, you may want to spend a few moments looking around TikTok Ads Manager. Browsing through the various features and functions will help you feel a bit more familiar with the platform. You’ll probably have lots of questions when you start out (most people do), but we’re here to walk you through the process step-by-step.

 We’ll begin with two of the most important elements of your TikTok campaign: the objective and budget.

Choose your objective

Your campaign objective is what you want people to do when they see your ads. Do you want them to visit your website? Buy your product? Or do you just want to get your brand in front of as many eyeballs as possible? You’ll see three categories of objectives in TikTok Ads Manager: Awareness, Consideration, and Conversion.

Here’s the breakdown of the objectives you can choose from:

👁. AWARENESS

Reach: Boost awareness by showing your ad to the maximum number of people.

🧠 CONSIDERATION

  • Traffic: Drive people to any destination on your website or app, such as a landing page or blog post.
  • App Installs: Send people to the app store where they can view your app’s description and download it.
  • Video Views: Get more people to watch your video ads by maximizing plays from audiences who are most likely to watch them.
  • Lead Generation: Allow your customers to share their contact information with you, directly on TikTok.

🛒. CONVERSION

Encourage people to complete a specific action on your website, such as adding items to their shopping cart, signing up for your newsletter or completing a purchase

Which objective is right for my campaign?

Many business owners would like to choose “all of the above” for their objective, but narrowing things down is essential to get the results you want. There are no hard and fast rules, but you can help identify and fine-tune your priorities with the following questions:

  • What are your business goals? Which objective matches these goals the best?
  • Consider your target audience: Where are they on the customer journey? Are they familiar with your brand? If not, you might want to extend your Reach. Have they heard about you and want to learn more? You may want to drive Traffic, App Installs, or Video Views. Have they already considered your brand and are now thinking about making a purchase or signing up? Go for the Conversion.
  • Do you want to showcase your brand’s personality and help customers get to know you? Video Views are great for communicating your brand’s style, mission, and unique selling points.
  • Do you want to keep your brand at the top of people’s minds? Reach works well, even for well-established brands.
  • Is your brand just starting out? Awareness and Consideration campaigns can lay the groundwork to optimize future Conversion campaigns.
  • Last but not least: What’s your budget? Knowing what you want to spend on your campaign can help you make decisions about its objective.

Set your budget

Your campaign budget is the specific amount that you are willing to spend running ads. Setting your budget on TikTok Ads Manager helps you to better control your ad delivery, measure your ad performance, and allocate your marketing spend.

You have three basic options for setting your campaign budget:

  • Daily Budget: The maximum amount you are willing to spend on your campaign per day. This number must be at least $50.
  • Lifetime Budget: The maximum amount you are willing to spend on your campaign for its duration. This must be more than $50 multiplied by the number of delivery days.
  • No Limit: If you’re open to experiment, or if you’d rather set a separate budget for each ad group (instead of the entire campaign), you can select No Limit for your campaign budget. No Limit allows the system more flexibility in testing and optimizing your ad delivery.

Select your delivery type: Standard or Accelerated

Do you want to see results as quickly as possible? Or would you rather spread things out a bit?

At the Ad Group level, you have two basic options for delivery speed:

  • Standard: Your ads will be delivered over a longer period of time according to the volume of traffic throughout the day. This helps to optimize the return on your budget.
  • Accelerated: Your ads will be delivered in the shortest time frame possible. This helps to optimize your advertising results during the delivery period.

Example: You run an ad for one day with a daily budget of $1000. With standard delivery, most of your ads will be seen in the evening because this is when traffic is highest. With accelerated delivery, your ads will be delivered as quickly as possible, regardless of the traffic volume

Set your Bidding Strategy

Another important selection at the Ad Group level is to select your bid strategy in the Bidding & Optimization module. There are two main types:

  • Bid Cap: You set a maximum amount that the system can spend to achieve a specific result, such as impressions.
  • Cost Cap: You give the system an average cost per result that it tries to achieve.

Both Bid Cap and Cost Cap aim to control your cost per result. You can also select Lowest Cost, which doesn’t require a bid; rather, it lets the system generate the maximum number of results that your budget can support. So for example, if you wanted to achieve a Cost per Click of exactly $0.15 or less, then you would need to use Cost Cap or Bid Cap. If you wanted to make sure you got the most clicks that your $1000 budget could support, use “Lowest Cost”.

How to optimize Your TikTok budget

Deciding your budget can be tricky, especially when you’re just getting started. It becomes easier with more experience on the platform, but newcomers may want to follow these tips while they’re getting the hang of it:

  • Set your budget at the ad group level instead of the campaign level by selecting No Limit on the campaign budget page.
  • For your ad group budget, we suggest using a Daily Budget instead of Lifetime Budget.

There are many other ways to optimize your budget on TikTok Ads Manager that you can master as you go—after all, the best way to learn any new platform is to just get started using it. Once you’ve set your objective and budget, and you’re well on your way to connecting with a world of new customers on TikTok.

 

Vojtěch joined Httpool in April 2021 as a Campaign Manager in Prague. Vojtěch enjoys a challenge, he is always seeking out new opportunities and trying to develop innovative ways in which to sell products through common digital channels.  

“I was unsure about the virtual onboarding process at first,” explains Vojtěch. “But the amount of support and enthusiasm from my new colleagues encouraged me to leap into action right away”.

Vojtech An explorer“Learning to be patient, deep diving into essential marketing insights, and more learning. It has been a great experience meeting new colleagues and facing new challenges” he concludes.

Vojtech footer banner

 

Vimukthi joined Httpool in March 2021 as a Spotify Client Partner in Sri Lanka. He enjoys spending his free time cycling, running, being able to travel, and reading books. 

When discussing his onboarding experience Vimukthi said that he “did some research about the company and by doing so familiarised myself with the organisation structure, the Industry, and further details my responsibilities”.Vimukthi A Formula 1 Fan

He admits he found the virtual experience a little stressful having not done so in this way before, and being the sole employee in Sri Lanka but was happy to state “the amazing team at Httpool made the onboarding process as easy as possible for me, helping in every way”.

Vimukthi footer banner

 

Sergey joined Httpool in March 2020 as a Twitter Client Servicing Manager. He has a keen passion for travel, football and his country. Sergey believes that personal contact and human interaction with your team and colleagues is an important factor within any role, especially during the initial onboarding, however was pleased to see that despite the challenges of the pandemic everyone, including himself were able to successfully adapt.

Sergey A Travel Addict

In fact Sergey’s initial days at Httpool were in the office before the lockdown began. “With the onset of restrictions a major part of my working then became virtual. So I  was happy to be able  to meet my colleagues again after a few months when the lockdown ended”.

 

Sergey footer banner

 

Courteney joined Httpool in January 2021 as the Hubspot Marketing Manager. Outside of her busy work schedule, she has a passion for contemporary dance, having previously gained professional training within Jamaican dance schools.

Courtney A Contemporary Dancer

When asked about her onboarding experience Courtney admitted that “personal contact is very important, especially in terms of discussions and brainstorming scenarios, however I have come to enjoy the flexibility of remote working and changing up my environment”.