Grow your business
without the guesswork

Test and scale marketing tactics that increase ROI across every channel
Enter your business e-mail
853
Growth Tactics
Across Every Channel
4
Tactics Added
In Last 30 Days
29%
ROI Increase
Reported on average
  • traffic
    Competitor Interest Audience
    Target the social media followers of your competition for a great resource of potential new users or qualified leads. By targeting people who like or follow your competitors on social media, you can tap into an audience base that has already indicated interest in products similar to yours. Your ads will appear in front of a highly targeted segment, helping build awareness with people who are interested in your competitors.
    Learn more
    +60%
  • traffic
    Power-User Retargeting
    Try retargeting you power user by creating a custom audience. This can be especially effective when you have a new offering. Since they already feel strongly about your product, they will be more likely to engage with your ads and show more interest in a new offering.
    Learn more
    +58%
  • traffic
    Spot Engagement Trends
    By pulling a report on engagement by post type, and categorizing each post, you can spot trends regarding what types of posts are driving the most engagement. You can then use those trends as evidence to justify publishing more of that type of content, increasing your engagement rate over time.
    Learn more
    +14%
  • traffic
    Product Shot Ad
    High quality photography or screenshots in an ad for your product can be an effective way to drive sales. Showing the product up close and in high detail in advertising helps interested consumers to properly visualise the product and how it might look in their use. Often, this visual cue is what’s needed to garner interest in a product and land a sale.
    Learn more
    +58%
  • traffic
    Gain Status Ad Copy
    Many ads target our innate human desire to gain status among our peers. Writing ad copy that references the ambitions, hopes, and dreams your audience holds for their future - standing out among their friends, being prominent and popular, etc... - can drive interest in your product and lead them to click on your ad.
    Learn more
    +60%
  • traffic
    Multi-Target Audience
    When the goal is to test a very specific persona, you may only be able to isolate this audience with multiple layers of targeting. Get granular by layering targeting options one on top of another, combining geography with demographic and behavioral data to narrow down your reach to the specific persona you’re trying to target. This will help you better cater your creative for the smaller audience you’re trying to reach without wasting money on too broad a reach.
    Learn more
    +52%
  • traffic
    Publisher Interest Audience
    Your audience likely has a set of publishers that they prefer for their daily news and reading. These are usually from their own industry and are easy to determine based on your audience's overall interests. Targeting the Twitter followers of those specific publishers allows you to come at your audience from a whole new angle.
    Learn more
    +26%
  • traffic
    Carousel Ad
    Compared to single-link ads, Carousel Ads drive 30-50% lower cost per conversion and 20-30% lower cost per click. Their format inspires ad creativity and user engagement. Use carousel to show the breadth of your product offering in one ad. This can increase the likelihood of getting someone to click/convert.
    Learn more
    +57%
  • traffic
    Host Live Video
    Use Periscope or Facebook live to broadcast what you're doing in the moment and get highly engaged users. These users will be more likely to interact with you through the broadcasting platforms and you’ll be able to build relationships with them directly.
    Learn more
    +10%
  • traffic
    Scarcity Ad Copy
    By indicating that an offer is due to run out or an item is going to run out of stock, you're more likely to inspire action. People won't want to miss out on something they think will soon be gone, so they'll be driven to click. Try running an ad referencing a time-limited offer or a "last chance to get X product" to drive up click through rate.Examples:“Only 15 limited edition razors left!”“Last chance to get the designer-branded jacket line!”“Only 10 spots left in our email marketing webinar!”
    Learn more
    +12%
  • traffic
    Facebook Lead Ads
    A lead capture ad is a social media ad format that allows email capture without the user having to enter anything. It’s a one click opt-in ad encouraging users to sign up for an email list, with all the necessary form fields already filled out from their profiles. Lead capture ads are designed to be as quick and painless as possible, enabling you to capture emails from interested social media users with little action on their end.
    Learn more
    +67%
  • traffic
    Stock Image
    Stock imagery can be a good neutral placeholder to test before you get hold of better proprietary pictures. Try to use images that look more natural and less posed, as these are likely to outperform photos that clearly look like stock photos. There are lots of stock photo sites out there with various prices from free to thousands of dollars per image.
    Learn more
    +10%
  • traffic
    Facebook's Audience Network Targeting
    Try targeting on Facebook's Audience Network (I'd recommend a separate ad set). The Audience Network can be particularly fruitful in retargeting/remarketing campaigns.Here's what Facebook has to say:"Your ads will show in approved partner mobile apps and mobile websites that are part of Facebook's Audience Network. All targeting capabilities available on Facebook are available on the Audience Network as well."
    Learn more
    +77%
  • traffic
    Pinned Social Post
    Many social media sites allow you to "pin" a post to the top of your profile. This space can be leveraged to give a quick intro, showcase your latest update, highlight your email list, testimonials from clients, etc.
    Learn more
    +18%
  • traffic
    Category Interest Audience
    Targeting audiences based on their likes and interests related to your product category. For example a luxury bag retailer targeting people who like 'fashion', a hotel aggregation site targeting people who like 'travel' or a drip email software company targeting people interested in 'CRM'. Note that this is a separate tactic from targeting people interested in your product ('black bags', 'rome hotels', 'drip emails') or targeting specific competitors ('gucci bags', 'rome hilton', 'hubspot crm').
    Learn more
    +58%
  • traffic
    FB Local Awareness Campaign
    Target people around your local business with ads that either direct people to "Call Now" or "Get Directions".You can even track how effective your ads were at driving store visits!
    Learn more
    +28%
  • traffic
    Big Budget CPA
    Setting a large budget (10x normal run rate) and setting your bid to a reasonable CPA can sometimes let you take advantage of 'cheap' ad inventory days to scale users.
    Learn more
    +39%
  • traffic
    Distributor Interest Audience
    This tactic focuses on targeting an audiences that is a fan of a distributor and will likely be interested in your product or service. Selling makeup products? Target fans of Sephora or Mac. Selling books? Target fans of Barnes & Noble. You get the idea!
    Learn more
    +78%
  • traffic
    Add Location To Posts
    When you're publishing social media posts you're trying to target at a specific geographical audience, make sure you tag the post with a location. Adding a location to your posts can improve engagement - it instantly becomes more relevant to readers from that area and they're more likely to click/like/reply.
    Learn more
    +17%
  • traffic
    Income Targeting
    Limiting an audience based on income allows you to target people who you know have money to afford your product or service. This is a great way to improve audience quality and bring in the type of customers that can afford your offering.
    Learn more
    +35%
  • traffic
    Rich Media Ad Placement
    Rich media ads - large, interactive ads that use more page real estate - are an effective way to claim more audience attention. These ads involve video, audio, or interactive elements (expanding, gamification, social media integration) that encourage viewers to click on and interact with the ad.
    Learn more
    +44%
  • traffic
    Social Name Keyword
    Add a keyword that describes your product/service in your social profile name to solidify your brand with the product/service: i.e. "Example Company | Recruitment". This can also help SEO in two ways: (1) When someone searches for "Recruitment" on the say Facebook, your brand will have a chance of showing; (2) When someone does a Google search for your brand, the social network results will show as "Example Company | Recruitment - Facebook", further solidifying the association between your brand and product/service offered.
    Learn more
    +20%
  • traffic
    Image Pattern Background Ad
    An appealing pattern in the background of an image can attract attention. The pattern you use can evoke a different emotion, such as playfulness or seriousness. Decide which pattern to use based on the audience you're targeting and the product you're trying to sell. Coordinate the tone of your copy with the pattern you choose for a more impactful ad.
    Learn more
    +78%
  • traffic
    Bio Link
    People you connect with on social media and ones that actively seek you out will look at your profile descriptions, so what better place to link to your site than in those social profiles? Change all your social media bios to include a link to your site and get your partners and employees to do so as well.
    Learn more
    +15%
  • traffic
    Gender Exclusion Audience
    If your ads perform poorly with a gender, removing it from your target audience can better optimize your ad spending. Look at your ad’s analytics to determine how it’s performing with each gender and decide if excluding a poorly performing one would positively impact ad performance.
    Learn more
    +36%
  • traffic
    Daily Social Posting
    To increase brand awareness and acquire signups/users organically through engaging content through popular social media platforms.
    Learn more
    +9%
  • traffic
    Influencer Followers Audience
    Targeting the followers of an influencer in your space can drive relevant traffic. Often, influencers are a part of your target audience and there’s a high likelihood that their followers are as well. Create ad campaigns that specifically cater to people who follow the major names and personalities in your industry to reach a targeted segment of your audience.
    Learn more
    +35%
  • traffic
    Customer Lookalike Audience
    Try targeting an audience that looks like your current customers with your advertising. Target them based on your current customers’ demographics, shared interests, geography, etc… You already know what kinds of customers your business draws and targeting people similar to them is a great way to expand your reach and increase ad performance.
    Learn more
    +58%
  • traffic
    Number Of Hashtags
    Experiment with the number of hashtags you add to your social posts to find optimum engagement levels. Readers on different social media platforms respond differently to hashtags, so be sure to vary your approach based on what works best for each platform. If you normally use only one hashtag, try two or more. If you use a lot of hashtags, try toning it down. Use whatever works best for each platform to increase click rates and social sharing.
    Learn more
    +18%
  • traffic
    Wealth Targeting
    Limiting an audience based on net worth allows you to target people who you know have money to afford your product or service. This is a great way to improve audience quality and bring in the type of customers that can afford your offering.
    Learn more
    +19%
  • traffic
    Dynamic Retargeting
    When retargeting users who have visited your site in the past, try using a dynamic creative that’s based on the products they’ve browsed through. Doing so directly reminds them of the awesome products they saw and encourages them to return. Each ad impression will be relevant to the individual that sees it based on prior interest rather than generic for all viewers.
    Learn more
    +61%
  • conversion
    Lead Custom Audience
    Retargeting leads on social media based on a custom audience can drive them back to your site to convert. You can use your current customer list to generate a custom audience that you can then target with ads. This can bring your current customers back to your site to view and buy new products.
    Learn more
    +6%
  • traffic
    Feature Showcase Ad Copy
    “Wide base titanium head for maximum surface area”Showcasing the important features of your product in your ad creative can be a way to successfully differentiate yourself from your competitors. Focus on features that may not be immediately visible in images but would be considered important to potential customers. This lets the most important attributes of your product do the selling.
    Learn more
    +30%
  • traffic
    Business Model Ad Copy
    It’s possible to quickly validate different business models by split-testing in your ad copy. If you’re trying to decide whether to charge a monthly subscription or a flat yearly fee for your service, for example, A/B test ad copy that references each model to see which one performs best with your audience. You’ll quickly learn what it is your customers would prefer.
    Learn more
    +13%
  • traffic
    Job Seniority Targeting
    Similar to targeting job titles, targeting seniority can be an effective way of hitting the right people in your audience persona. Make sure you talk to your current (and best) customers to see what job title they hold to inspire your targeting choices here. You should be careful to test this rigorously and review the leads you get, as we've seen instances of people posting fake job titles, which dents the reliability of this type of targeting. The most accurate job title data we've seen is on LinkedIn.
    Learn more
    +5%
  • traffic
    Vector Graphics Ad
    Stock images may be played out. Test some custom, branded iconography and graphic approaches in your advertising to improve engagement.
    Learn more
    +36%
  • traffic
    Video Ads For App Installs
    The cost per install of video ads is significantly lower than that of static ads. Create a video ad for your app and promote it on social media and in other apps. Video ads are highly effective, as they grab attention, showcase your product features, and make a direct case for your app’s value while being generally unskippable.
    Learn more
    +18%
  • traffic
    Time On Site Retargeting
    Facebook lets you retarget an audience based on the amount of time they spent on your site. You can use this to filter out visitors who were only there for a short visit, focusing in on ones that spent a lot of time but did not convert. They’re more qualified and likely more interested in your products but may have forgotten about you. Get them back to your site by retargeting them with ads on Facebook.
    Learn more
    +60%
  • traffic
    Highly Specific Ad Copy
    If you offer multiple products, or a broad category of products, test honing in on just one specific product or aspect of your product offering. You can target a different product or category to each audience. For example, if you’re a fashion retailer, target men who love watches with ad copy and creative showcasing men’s watches.
    Learn more
    +60%
  • traffic
    Segment By Device
    Try isolating by device (mobile vs desktop) if the data shows that one device is outperforming the other. This will allow you to invest more into the more efficient device, and spend less on the underperformer, thereby maximizing the efficiency of the campaign.
    Learn more
    +39%
  • traffic
    Smarter Process Ad Copy
    Messaging that communicates the way your product improves a companies' process is a great ad-copy tactic (especially in the B2B space). Communicating that you CAN solve the problem is often a higher priority than HOW you will solve the problem.
    Learn more
    +5%
  • traffic
    Casual Photo Ad
    A casual photo - one that shows your product in action or in a natural setting without too much editing and staging - can be highly effective at increasing ad performance. This is because people seeing the ad get a view of your product in real-life, real-time use. You help them more effectively visualize what it will look like in their possession.
    Learn more
    +11%
  • traffic
    Job Title Audience
    Targeting your audience persona by what job title(s) they hold can be a very effective way of hitting the right people. Make sure you talk to your current (and best) customers to see what job title they hold to inspire your targeting choices here. You should be careful to test this rigorously and review the leads you get, as we've seen instances of people posting fake job titles, which dents the reliability of this type of targeting. The most accurate job title data we've seen is on LinkedIn.
    Learn more
    +49%
  • traffic
    Layered Lookalike (Onion Test)
    Match your current customer email list to facebook and establish a lookalike audience to expand audience based off current customers. By creating a layered lookalike test, we can see where performance drops and expand our audience. i.e. create 1% lookalike, create 2% lookalike (exclude 1%), create 3% lookalike (exclude 1% & 2%).
    Learn more
    +77%
  • conversion
    Deep Linked Advertising
    Take users to the exact app content that is featured in an ad. Use deep links with your ads to make the user's journey from seeing your ad to clicking on it and arriving at a product page destination seamless. You can use this tactic with any ad platform, from search to social.The ad's landing page is as important as its copy, so getting users to the right page will help increase conversions.
    Learn more
    +10%
  • traffic
    Company Name Audience
    Want to target a specific company or set of companies with your social media advertising? You can target users based on the companies they say they work for in their profiles on sites like Facebook, Twitter, and LinkedIn. This lets you serve your ads to a hyper-relevant audience.
    Learn more
    +40%
  • conversion
    New Product Offering
    If you offer multiple products, try showing a high-performing audience ads geared towards a different product that they have not already seen.
    Learn more
    +62%
  • traffic
    Emotional Theme Creative
    Great marketing is about connecting the right emotion to the product you're selling in the mind of your customer. By alluding to an emotional theme, you're driving a deeper engagement with your audience and therefore driving more of them to your website or app.
    Learn more
    +27%
  • traffic
    Re-Promote Old Content
    Most users never see your content the first time you post it. It might have gotten lost in the feed or maybe they weren't even a follower back when your best content came out. By re-promoting your best old content on a regular basis you can drive much more traffic from social with little extra effort.
    Learn more
    +17%
  • traffic
    Direct Ad Copy
    Being more direct in the ad copy can give your users more context before clicking resulting in higher-intent. You can write this way by first writing how you'd normally write it, then aggressively editing to get to a shorter, simpler version. Just say it like it is and boil the product down to its essential components. Your audience will thank you for it.
    Learn more
    +68%
  • traffic
    Speed Benefit Ad
    If a major benefit of your app is speed over its competitors, use that to your advantage. Write copy that highlights how fast your app is to set up or how quickly users can do something major. Use an image that shows that speed - try a timer next to your app’s dashboard or a casual photo of your phone next to your laptop timing your use of the app.
    Learn more
    +15%
  • traffic
    Urgency Ad Copy
    Using urgency in your ad copy can improve the likelihood of someone clicking and taking action. There are many ways to do this, but make sure it's a credible reason for urgency. For example is your sale ending soon? Is the product only available for a limited time? Is there a limited amount of stock? Are there additional benefits to buying now?
    Learn more
    +59%
  • traffic
    Step-By-Step Retargeting
    Retarget different audiences based on how far they got into your product. If they only saw an item, you can retarget them with image and copy referencing that item. If they got deeper and added an item to the cart, you can target them with the item and a prompt to come back to their cart. If they still haven’t returned, you can give a discount. This can go as deep as a post-purchase follow-up with a related second item.
    Learn more
    +88%
  • traffic
    Image Bold Background Ad
    An appealing bold color in the background of an image can attract attention to your ad. If the image stands out from the rest of the page of a social network or site where the ad is served, it has a chance to draw eyes directly to it and your ad will be more likely to be seen. This can improve ad performance and help you better reach your audience.
    Learn more
    +66%
  • conversion
    Subscribers-Only Group
    Start a Facebook Group only for your email subscribers. People will join for access, get involved in conversations, and develop a community around your content. Your list retention will go up and your email list will grow. The larger the group the more people want to join, and if a requirement to join is a newsletter signup, you’ll end up capturing more emails and growing your email list.
    Learn more
    +12%
  • traffic
    Funny/Meme Ad
    Funny images and/or copy can be more eye-catching, plus they can feel more down-to-earth and less like an ad. Humor invokes a feeling, which is the goal of most advertising.
    Learn more
    +18%
  • traffic
    New Ad Platform
    Different advertising platforms take different approaches to the way they reach audiences. Targeting the same audience with the same creative across multiple platforms can be a good way to determine relative volume and efficiency. You’ll be able to see how your audience on each network responds to your creative and adjust your ad spending and copy.
    Learn more
    +60%
  • traffic
    Day Of Week Exclusion
    Believe it or not, chances are the performance of your ad could be affected by the days it is displayed. Consider removing certain days of week to determine if they perform better for your company than others.  
    Learn more
    +83%
  • traffic
    Video Ad
    Using an auto-play video in an ad can drive a deeper emotional connection and can be much more engaging. In our experience the CPM of video ads is much lower due to the high engagement rate and relevance score. This can be a very cost effective way to reach a much larger audience than normal, in a less obtrusive, more engaging way.
    Learn more
    +57%
  • traffic
    Gender Focused Ad Copy
    Products and offers are commonly advertised differently to different genders. Your copy should reflect this fact. Use gender targeting and create gender focused copy (and creative) to better engage with potential customers. However, be very cognizant that you are not perpetuating harmful gender stereotypes - which could lead to a PR disaster. Examples:“A rugged, strong truck for game day tailgates. You need this, dude.”“The perfect romance novel for when he falls asleep in his man cave.”
    Learn more
    +4%
  • traffic
    Narrow By Spending Method
    Facebook allows you to target people who based on their credit card spending habits. Narrow your Facebook ad targeting to focus on this audience. For example, if you have a more expensive product or want to tap into an audience of high-volume shoppers, you can target high spenders. Narrow down further by other demographic and interest categories to get an even more targeted reach.
    Learn more
    +10%
  • traffic
    Target Audience Callout
    Call out your target audience to catch their attention AND qualify leads. That a double win for CTR! This tactic is useful if your target audience shares a particular trait, profession, or identity. (Note: have a comprehensive understanding of your target audience before trying this tactic.)NOTE: For Facebook Ads, make sure your callout does not assert or imply anything about a person’s race, ethnic origin, religion, beliefs, age, sexual orientation or practices, gender identity, disability, medical condition (including physical or mental health), financial status, membership in a trade union, criminal record, or name. See policy for details.
    Learn more
    +10%
  • traffic
    Relevant Group Posting
    Rather than paying to show ads, try posting in groups with members who have a strong interest in your product or service. Search for and join relevant groups and communities on LinkedIn and Facebook and try posting your blog content, information about your product, or a promotion/sale. Keep track of the most responsive groups and return regularly with new content and responses to comments. Be sure to follow the rules of the group you’re posting in to prevent your posts from being deleted or marked as spam - if you’re not sure, ask a group admin. It’s a great way to show off your product while building influencer relationships.
    Learn more
    +70%
  • traffic
    Direct Private Messages
    When trying to reach specific individuals who have indicated that they need something similar to your product, try reaching out to them in direct private messages on social networks or aggregators like Reddit. They’ve already expressed an interest and informing them of your product is a great way to introduce yourself and let them know it exists. As you see people talking about the needs your product covers, send them a quick personal introductory note.
    Learn more
    +18%
  • traffic
    Creative Refresh
    Changing even just a few inconsequential elements in your ad creative can cause the advertising platform to treat it as a new ad and show it to a wider audience. Make simple tweaks like color, text positioning, element sizes, etc… to give your ad a refresh.
    Learn more
    +70%
  • traffic
    Lifestyle Image Ad
    Try selling the image of the lifestyle your product promotes rather than just the product itself. Using product lifestyle imagery shows an audience the type of life they can lead by buying the product. Help your audience better imagine what the product would be like in their hands and in their lives, helping them relate to the product and want to buy it.
    Learn more
    +65%
  • traffic
    Past Customers Custom Audience
    Target people who have purchased from you in the past, by using their email addresses as unique IDs (UIDs) on ad platforms. Past customers already trust your website, and therefore they are more likely to make repeat purchases. Getting them to buy from you originally was the hard part - focus on getting them to continue to come back.
    Learn more
    +60%
  • traffic
    Dormant Retargeting
    Retarget users that have fallen dormant. As per 500.co, between 60-75% of subscribers on the average email list are dormant-- they haven’t opened an email from that list in at least six months. An AdRoll survey showed that 90% of marketers said that “retargeted ads are as good or better than the gold standard in digital marketing.” Using paid ads or email to retarget dormant subscribers with a new offer can be exceptionally effective.
    Learn more
    +38%
  • traffic
    Promoted Social Post
    Promote a social post to get cheap visits to a website and capture emails. High quality social posts can be targeted to reach specific audiences based on interests, shopping habits, browsing habits, and more. Publish a post on a social network and use their native advertising tools to promote it. Choose your target audience, set a budget, and watch the clicks and visits roll in.
    Learn more
    +85%
  • traffic
    Value Proposition Ad
    There are multiple benefits to buying or using your product - are you sure which one is most engaging? With the advent of the various major ad platforms, it's now trivial to A/B test various value propositions for each of your audiences and figure out what works (or doesn't).
    Learn more
    +61%
  • traffic
    Lead Lookalike Audience
    Once you have a solid lead list, you’ll be able to build an audience for your advertising based on what those leads “look like.” Say you find that a majority of your leads are startups in the New York City area - you’ll be able to build and target an audience of other NYC startups, founders, and their employees. With this approach you'll drive qualified traffic to your site - businesses and individuals similar to ones that have already displayed interest in your product.
    Learn more
    +56%
  • traffic
    Analogy Ad Copy
    Using an analogy might be a good way to position your business to people who don't know you. People know ubiquitous businesses like Uber and AirBnB. Tying yourself to a prominent business with an analogy - Uber for X, AirBnB for X, etc… - can help people immediately understand what you do. Rather than being confused by your ad, they’ll get the point instantly and know if it’s right for them.Example:“The Rolls Royce of razors”
    Learn more
    +13%
  • traffic
    Brand Performance ('AIM')
    Ad creative battle-testing on the Facebook platform (Instagram, Mobile Newsfeed, Audience Network) to find out which combination of image / body copy / call to action is most effective at driving conversion BEFORE spending lots launching many channels at once. This ensures every piece of paid marketing afterwards is as efficient as it can possibly be, and works as follows: - Develop x divergent thematic routes for banner (e.g. will people respond better to food imagery vs. block color imagery). - Develop x divergent thematic routes for articulating the core proposition in the ad headline (e.g. will people respond better to “the perfect recipe” vs. “000s of recipes”?). - Develop x thematic routes for other test variables (e.g. link description and body copy). - Identify core target audiences targetable via the Facebook platform. - Build multivariate test on Facebook advertising platform - each banner variant with each proposition variant on each channel. - Bid each Ad Group on optimized CPM or optimized CPC - because by doing this Facebook battle-tests Ads within an Ad Group against each other to ID which is most effective for the audience in question. The platform uses all of the data points it has available in order to optimise towards the Ad which gets the most traction with the target audience - which it gives the most reach. - 30 observations per variant are required for reasonable confidence of significance (e.g. 30 clicks if the goal is a click on oCPC, 30 conversions if the conversion metric is a conversion on oCPM). The added benefit is that this creates ad sets with conversion data utilisable in later advertising.
    Learn more
    +36%
  • conversion
    Referral Contest/Sweepstakes
    Set up a referral sweepstakes to acquire emails, awareness and new customers.i.e. Refer 3 friends for a chance to win X, refer 5 for a chance to win XX, Refer the most to win grand prize!
    Learn more
    +79%
  • conversion
    360 Degree OCPM Bidding (Facebook)
    Optimized CRPM (oCPM) bidding on the Facebook platform allows Facebook to optimise to the Ad Inventory , Audiences and Ads which deliver your chosen converion in the most efficient way possible. This is a great starter tactic to enable efficient bidding at scale. Ads should be bid to enable ~25 conversion per day, and ideally feature an audience size of ~1 million for maximum chance at increased conversion-driving efficiency.
    Learn more
    +19%
  • traffic
    Discount Copy
    To improve performance and increase customer acquisition, try adding a % discount or amount of money off for your products. This can be tied to an email capture form or a banner presenting a limited time offer. The offer can make interested visitors more likely to browse further and make a purchase rather than miss out on a deal.
    Learn more
    +54%
  • traffic
    Fan/Follower Targeting
    When you want to reach your current audience of fans with ads on Facebook, target them by choosing “People who like your Page” in the Targeting section of Facebook’s ad creation. You can go a step further by targeting the friends of your fans to further expand your reach.
    Learn more
    +45%
  • traffic
    Time Of Day Exclusion
    Remove certain times of day if they perform worse for you. This is a great way to figure out where you might be spending a lot of money on ads but not getting any return on that investment. For example, you might find that early morning hours result in very few conversions or significantly lower conversion rates, but equal or even higher spend and clicks. This will enable you to optimize spend on times of day that do in fact drive positive ROI.
    Learn more
    +15%
  • traffic
    Ad Placement
    Test whether a certain placement of an ad performs better than another. For example on Facebook you can show your ads on the right hand side of the desktop site, in the desktop timeline, the mobile timeline or mobile audience network. All of these placements perform differently and you'd want to test how each works separately.
    Learn more
    +75%
  • traffic
    Tilted Product Shot Image
    Showing a product tilted in the background of the image is a great way to acquaint the user with the product. This type of shot is common practice in magazines and aggregation websites that sell products, so users are well acquainted with this type of view.
    Learn more
    +6%
  • traffic
    Tools Interest Audience
    Targeting the followers or fans of specific technology tools allows you to come at an audience from a whole new angle. Knowing what tools a person already buys reveals a lot about what type of customer they would be for you - this is a great way to improve lead quality and bring in the type of customers that can afford your offering.
    Learn more
    +59%
  • traffic
    Complement Interest Audience
    Target audiences whose social media interests complement your product category. Consider what other items and item categories your audience shows interest in and make ads that target those keywords. For example, target luxury products if what you sell is also a luxury product - i.e. people interested in Porsche are likely to be interested in expensive watches. 
    Learn more
    +48%
  • traffic
    Subscriber Retargeting
    You will have many subscribers to your email list that haven't yet purchased from you. These people potentially have high intent and definitely have high brand recognition - by using custom audiences on Facebook and Twitter you can target these people and convince them to purchase your product.
    Learn more
    +64%
  • conversion
    Profile Email Link
    Post a link to your email list signup form on all of your social profiles. You should make sure you're covering Twitter, Facebook, Instagram and even Skype. If you think about all the people you interact with every day who are seeing your profile, you can quickly get a good idea of how many passive signups you'll be getting just by adding a simple link.
    Learn more
    +11%
  • traffic
    Image Overlay Ad
    Showing an image overlaid with brand name and a translucent layer can increase social media ad campaign performance. Try ad creative where your brand logo and a translucent layer are overlaid on top of an image of your choice, whether a photo of a smiling individual or an image of your product. A semi-transparent dark layer will provide a strong contrast between the image and your logo and ad copy, making it stand out for your audience on social networks.
    Learn more
    +62%
  • traffic
    Emotional Theme Copy
    Great marketing is about connecting the right emotion to the product you're selling in the mind of your customer. Rather than using direct, matter-of-fact copy, try humanizing your offer. By alluding to an emotional theme, you're driving a deeper engagement with your audience and therefore driving more of them to your website or app.
    Learn more
    +34%
  • traffic
    Video Retargeting Audience
    Retargeting people who have watched your video is a powerful way to turn brand awareness into traffic. A user that's seen your video is much more likely to engage with your ad and will be less annoyed with a harder sell. Some platforms like Facebook allow you to target based on how much of the video was watched, so make sure you experiment with that.
    Learn more
    +63%
  • conversion
    Incentivized Social Login
    At registration or email collection, offer an incentive for a user to connect via Facebook, Twitter, etc... The incentive can be anything from early access to new products to a larger discount coupon. This gives you more information on that user, such as their friends list, likes/interests, and birthday. You can use that to better tailor offers and communication further down the line.
    Learn more
    +16%
  • traffic
    Expat Audience
    There are 92 million expatriates (aka expats) on Facebook. Engage with this substantial demographic using Facebook's robust targeting. Target expats living in certain countries or originating from a certain country.
    Learn more
    +10%
  • traffic
    Quality Score Optimization
    Quality Score has a major effect on ad performance. A poor quality score will cause impressions and ranking to drop, and CPC to rise (as you'll be paying a premium to be seen). Increasing your quality score (best practices are platform specific) can drastically help you campaign and your budget.
    Learn more
    +69%
  • traffic
    Longform Ad Copy
    Best practice is typically to write short form ad copy as that's what sells. Conversely sometimes the opposite works - users are less likely to dismiss longform copy as an 'ad' and there can be space to really tell a personalized editorial story.
    Learn more
    +63%
  • traffic
    Demographic Targeting
    Narrow your audience by relevant demographics to your business. Let’s say your ideal customer is a 25-34 year-old male: you can target that group specifically in many of the major ad platforms.
    Learn more
    +43%
  • traffic
    Website Lookalike Audience
    Targeting an audience that looks like your current website users based on their demographic and shared interests. A couple of the major ad platforms now offer the ability to target users based on their shared demographics and interests with the people currently using your website. This tactic can be remarkably effective and should be part of any prospecting strategy.
    Learn more
    +49%
  • traffic
    Location Targeting
    Narrowing your targeting to hit only audiences in a specific location, will ensure you're getting the best quality traffic. Start by looking through your analytics platform and seeing which locations have the most (or least) valuable traffic. You can turn off the least valuable locations or only opt-in for the locations most valuable to you on most ad platforms.
    Learn more
    +31%
  • traffic
    Audience Overlay
    The sales-ready lead you are targeting is often not the sole decision maker in their company. There are other upper-level employees that will have to be convinced. Map out these additional stakeholders, and craft relevant messaging. For example, creating content that helps IT administrators translate your product's value to their bosses.
    Learn more
    +19%
  • traffic
    Automatically Share New Content
    Automatically sharing new content added to your site can be a good way to increase social engagement. You can do this via the Twitter API for example, with minimum development time. Rather than sharing every single piece of content, try capping it at 5 per day, or only sharing trending / most popular content, so you don't spam your followers.
    Learn more
    +14%
  • traffic
    Fans Lookalike Audience
    Fans / followers of your business on social media are a strong indicator of the audience you should target. Create a lookalike audience of your social media following by setting your ad to target people similar to them. This will give you access to a highly qualified audience with the same traits as people who have already indicated interest in you. If you have fans who aren’t part of your ideal audience, you can narrow down further with demographic targeting.
    Learn more
    +68%
  • traffic
    Diversify Hashtags
    As you add hashtags to your social media content, using too many of the similar hashtags will only get you in front of the same audience. Broaden the range of topics or areas your hashtags cover to get in front of new audiences. Add ones that reference your industry, the features of the product you’re promoting, and the audience you’re trying to reach. Each will reach a different segment of your a
    Learn more
    +20%
  • traffic
    Infographic Image Ad
    Using an infographic in the image of your ad can drive performance. It’s a descriptive and visual way to depict what results your audience can expect when they buy into your product. Design a small, concise infographic for your ad and use it instead of your other images to see how it impacts your ad performance.
    Learn more
    +6%
  • traffic
    Quality Ad Copy
    “Highest quality razor on the market”Comparing the quality of your service against the alternatives can be a good way to position your product. Whether comparing on price, customer service, ease of use, or quality, a favorable comparison against your competition can drive customers to buy from you instead. A great way to do this is to target alternatives to your service based on their negative customer feedback i.e. 'tired of lousy service?'.
    Learn more
    +64%
  • traffic
    Loss-Aversion Ad Copy
    Pointing to a potential loss of not buying your product can be an effective way to drive clicks. Ad copy like “Only X items left!” or “Sale ends in X minutes!” drives a sense of urgency for a customer to avoid losing out on an item they’re interested in or a money-saving opportunity. This is because people are naturally risk averse and would prefer to avoid losing out on an opportunity to get a better deal or miss out on an item they want.
    Learn more
    +56%
  • traffic
    Website Retargeting Audience
    Targeting an audience that has been on the website, but not activated and get them to activate. This is one of the most popular tactics in our database because it almost always works. People get distracted easily when browsing the web - if someone left your site it's highly likely they were just distracted and can't remember (or isn't thinking about) how to get back. A small banner ad prompt can be all you need to get them back to the site to sign up.
    Learn more
    +68%
  • traffic
    Factoid Ad Copy
    A good way to get clicks on your ads is to include a fact in your ad copy. Facts backed up by research provide proof of the value of your product or service, so including them in your ad can draw additional attention to it.Example:“89% of men say our razor is better than the competition”
    Learn more
    +38%
  • traffic
    Multi-Product Ads
    Use Facebook’s Multi-Product Ads services when you want to showcase multiple products to a wide audience with many images and lines of copy. Use high-quality images and strong descriptions to best depict your products and grab your audience’s attention. This approach is especially useful when retargeting an audience that has visited your site and browsed items but not made a purchase, displaying a carousel of items similar to what they were looking for in their News Feeds.
    Learn more
    +37%
  • traffic
    Informal Ad Copy
    Some audiences react well to a friendly tone. When creating ad campaigns, first understand how your users would respond to a more informal approach. Speak to them the way they speak to others and they will respond.
    Learn more
    +59%
  • traffic
    Location Exclusion
    Stop wasting ad spend. Exclude certain locations in your advertising targeting to avoid serving ads in areas that historically do not convert. Also exclude locations that do not fit your target audience's profile. E.g. don't advertise a luxury product in a poorer area.
    Learn more
    +20%
  • conversion
    Facebook Messenger Live Chat
    Chat with your website visitors via Facebook Messenger. The advantage of using Facebook messenger is that the vast majority of internet users already have a Facebook account - no need to log in or interrupt their workflow. Additionally the open rates on Facebook messages tend to be in the high 90s.
    Learn more
    +16%
  • traffic
    Person Image Ad
    The image you use in your ads can make a big difference between a successful campaign and a complete lack of interest. Using a photo of a smiling person in your ad can give off the impression of a happy customer and is an eye-catching way to drive engagement with your ad. That’s because psychologically, a smiling face looks friendly and attractive and implies trustworthiness.
    Learn more
    +44%
  • traffic
    Carousel Story Ads
    You can use Facebook’s carousel ads to tell a brief story about your product’s benefits. Each ad can be an image rather than a product, with text in the image telling bits of the story you want to tell. i.e. - Card 1: “We built the ultimate secure group messaging app.” Card 2: “You + your friends, all in one place.” Card 3: “Best in class end-to-end encryption.” Each card can contain a “Sign Up” CTA to drive clicks.
    Learn more
    +24%
  • traffic
    Facebook Call To Action
    Testing different CTA text options on Facebook Ads. Different CTAs can resonate differently with audiences. Learn More can be less pushy than Sign Up, etc...
    Learn more
    +2%
  • traffic
    Purchase Behavior Audience
    Targeting audiences on social media based on their recent purchase behavior is a smart way to narrow down your ad spending. Reaching users on social media based on what they’ve bought off the site can help you better target people who’ve bought products similar or relevant to what you sell. For example, if you’re selling hiking equipment, targeting Facebook and Twitter users who have bought various outdoor sporting goods helps you reach a more relevant audience.
    Learn more
    +39%
  • traffic
    Facebook Canvas Ads
    Facebook Canvas ads allow for a more immersive, media-rich experience in comparison to static advertisements. A major advantage of these ads is that they are opened inside Facebook as opposed to a mobile webpage creating a seamless experience with no load times. Functionality is also robust allowing for animations, product galleries, videos, and tilt-to-view images.
    Learn more
    +4%
  • traffic
    Deep Linked Install Ads On Facebook
    Send users directly to your app in the app store when they click on your advertisement in Facebook. After downloading the app, the user will be deep linked to their "point of inspiration" that motivated them to click-through. For instance, a particular deal on a hotel for a travel app. Deep linking ensures that users get to the point of activation quicker.
    Learn more
    +13%
  • traffic
    Landing Page CTA Ad
    Ads that look like ads tend to get ignored. So instead of creating a whole new ad creative that might get ignored, take a hint from your most effective landing page CTA approach. Make your ad look as similar to that CTA - copy, color of button, background color/pattern. When someone is served with your ad, they won’t see an ad but a relevant and effective CTA.
    Learn more
    +12%
  • traffic
    Custom Social Media Graphics
    Create a social media graphic for each blog and social post. A premium display of imagery and design can help increase click and share rates on your social posts. Rather than using generic stock photos, have a designer put together high-quality premium imagery for your blog and social posts.
    Learn more
    +14%
  • traffic
    Question Ad Copy
    Try rephrasing your ad copy as a leading question to give your customers something to respond to. The answer should indicate why your service is valuable to them! i.e. "Want more customers?" "Need higher conversion rates?"
    Learn more
    +63%
  • traffic
    Facebook Behavior Targeting
    Target people within Facebook behavior categories.
    Learn more
    +28%
  • traffic
    Run Of Site Targeting
    Advertising option that lets your ad to appear anywhere on a page without control over its placement. This approach targets broader audiences with a lower pay per click while optimizing for a specific conversion metric. You're relinquishing targeting control to Google or Facebook's targeting algorithms, allowing them to make the best choice in finding the most likely to click audience. Also called "Grape Shot" targeting.
    Learn more
    +36%
  • traffic
    Gain-Seeking Ad Copy
    “For a smooth shave, try our razor. Limited time only: Buy one, Get one free!”Pointing to a tangible gain in performance (rather than avoiding a loss) can drive action effectively. For example, highlighting a BOGO deal on a product can drive a visitor to convert into a customer by targeting their desire to own more of something than they may actually need. They’ll be driven to act by the prospect of gaining something for seemingly nothing.
    Learn more
    +53%

Want 312 more tactics, test scripts and an automated marketing plan?

Enter business e-mail