The Latest in Paid Social

You’re about to find out about:

📈 Q4 on the horizon

📧 Klaviyo adds new FB audience integration (🙌)

🙁 What to do when your ads are failing

📱 Apple's iOS14

📊 Your favorite top- and middle-funnel audience setups

📝 Prove It post-purchase surveys (HURRY - grab your free trial rn)

👩‍💻 Organic Video Post Testing

➕ Promoted posts in FB Groups

💁‍♀️ Promoting IGC (Influencer-Generated Content)

🖥 The digital marketing YouTube channel you've been sleeping on

🧾 Facebook Update: Latest Views on CCPA, IDFA, and DR/Brand Divergence

Ready or not, Q4 is (almost) here

This year's been wild ... It was just May last week, right?

Wrong.

Q4 starts in just a few weeks, and as advertisers, it's our time to shine. Who's with us?

So far on the tip sheet, there's been a few common themes, including supply chain and inventory issues.

And some suggestions for this challenge…

Gift cards also seem to be a hot topic.

And so does holiday shopping starting earlier.

Have more tips to add? Send them our way on this post in our Facebook & Instagram Pro Ad Buyers Industry Group on Facebook.

New Klaviyo FB Audience Integration is LIVE

GAME. CHANGER. Am I right?

Ads failing? The community weighs in on how they'd fix it

If you're not a part of the DTC Twitter fam, you're missing out. When we posed this question to the interwebs, you guys came back with some 🔥 responses.

And then we have the brilliant philosophical answer:

BUT THEN, the follow-up post:

Some helpful responses:

We couldn't include every answer, but if you take away anything from this week's newsletter, read the thread. We guarantee even the biggest FB Ads expert will learn something.

AND speaking of testing – we're brewing up something special at Foxwell Digital HQ. Have your own thoughts on best-practices for testing and what you've seen work?

Let us know!

iOS14

Love it or hate it, Apple's iOS14 is coming, though, apparently not until 2021. Regardless, HERE are the things you need to know as direct-response advertisers with the iPhone's next update:

IDFA (aka Apple’s “Identifier for Advertisers”): Used in tandem with cookies (which are web browser-only – i.e. not on mobile devices, tablets, TVs, etc.) to essentially help with and direct ad targeting and other ad data.
Apple is changing the way app developers can access the IDFA from what used to be an opt-out approach to now, an opt-in approach.
App Install Tracking & Attribution will change: the update will reportedly not share any user, or device-level data with an advertiser (i.e. only allow for click-based attribution, provide conversions in batches with a latency between 24 – 48 hours, no date stamp parameter provided, and campaign IDs limited to 100 per ad network)
There could be issues or complete blocking of user-data as it relates to targeting, personalization, and frequency capping.

According to the blog, it’s not that there will no longer be mobile advertising, but it’s likely that we will see a decrease in targeting power and control that will ultimately create more inefficiencies (like not being able to control frequency capping) and poor ad personalization leading to negative user experiences.

To read more about what's coming in early 2021, read this blog.

What's your go-to TOFU and MOFU campaign set-up?

Survey says:

Ever seen this fun logo before? HUGE shout-out to our friends at Prove It post-purchase surveys for first of all, being AWESOME and helping out so many of our Shopify customers out with, obviously, post-purchase surveys, but also for sponsoring today's edition of the Foxwell Digital Download! 🦊

Prove It is an easy-to-use and powerful tool for better understanding which marketing channels are driving conversions. With Prove It, you can match the traffic source recorded in Shopify against survey responses to gain a better insight into how your customers are finding you.

How does it work, you ask?

Install Prove It
Set up a survey (attribution or non-attribution)
Watch the data roll in and analyze the results

And, as FB marketers, we're ALL ABOUT THE DATA, right? So check this out:

With Prove It, a brand discovered that their analytics tools were only reporting about 15% of revenue to social when over 60% self-reported as finding them on social.
With Prove It, another brand discovered that their store drove 2-3x more traffic to online sales than they previously realized.

Even better than all this, you can try them out with their free trial, no strings attached. Just tell 'em Andrew Foxwell sent you. (You won't get a bigger discount than free, but maybe you'll get a (virtual) high-five. 😉)

start your free trial

Organic Video Post Testing Tool

Coming soon ... Organic social media managers rejoice! Yes, this is an organic help, BUT just think of what we can do with it with ads 🙌

Learn more about what Facebook's cooking up on the organic side on their blog about FB Watch HERE.

Promoted posts in Facebook Groups

We've all seen branded content on our newsfeeds, but Facebook has just announced this will now be available within FB groups.

From FB: Since this is an extension of Branded Content, it’s up to the brand and admin to connect and establish a deal (There is a platform called Brand Collabs Manager that allows brands and influencers to connect).

Requirements include:

Group must be public and contain 1,000 members or more.
Group must be located in a supported country.
The Page and Group must pass Facebook’s Partner Monetization Policies

Promoting IGC (Influencer-Generated Content)

We've all heard of, and utilized UGC to our wit's end, but how are you and your brands promoting IGC?

This Twitter thread from Taylor Lagace asks the questions we've all been asking ourselves:

Read the thread, because there are a ton of 💎 in there (and examples), but the short version is:

Step 1: ALWAYS make sure to caption

Step 2: Reformat the Influencer Generated Content into 1x1 & 9x16 for optimization purposes

Step 3: TESTING(!!) Create iterations off of the IGC that includes text overlay, graphics, branding, logo, etc. and test it against the ad that is much more of a raw asset in comparison to see which outperforms the other within your ad account

The digital marketing YouTube channel you've been sleeping on

Have you met Christian Lovrecich? We came across his YouTube channel, filled with digital marketing tidbits, ranging from Facebook to Shopify, clickfunnels, entrepreneurship, and more. Check him out, if you've been looking for a new channel to subscribe to! #NotAnAd

Facebook Update: Latest Views on CCPA, IDFA, and DR/Brand Divergence

Our friend Joe Wittine at Edgewater Research sent us some of their latest findings, and we wanted to share the highlights with you.

Regarding core FB/IG performance:

We're still occasionally hearing of softer conversions in July/August, but only in the U.S. (Not widespread and likely CCPA/macro-driven).
Widespread expectation of above-trend October for paid media, owing to earlier 4Q holiday season. Should drive auction density.

Regarding CCPA:

Feedback shows more a compliance headache vs. ad spend disruption, particularly after FB’s LDU transition period ends.
With no obvious enforcement, many advertisers feel enabled to 'kick-the-can,' and still haven’t updated pixels.

Just in case you didn't know, and were wondering what all we do at Foxwell Digital HQ, we're available to help with:

Account audits
Team coaching
Team education with course bundles
Connection into our preferred agency network of over 25 agencies from around the world.

If your account(s) are struggling, you feel they could be better, you need a new agency, or your team could be better educated, shoot us an email at andrew@foxwelldigital.com.

We're curious...

Anything else that's been on your mind (or haunting your dreams) lately in the advertising space? Shoot us an email or tweet and let's talk! 🦊

Foxwell Digital Download: Levers to pull when your ads are failing