How to Use Microsoft Advertising for B2B Lead Generation [Video]

Summary

Don't let your old content go to waste.

Building a content inventory can help you build better funnels, boost your retargeting campaign efforts and better learn your audience. Fill in your content gaps with this quick and easy strategy.

Transcript

Every marketer needs to have a content inventory. Basically a lay of the land of all the content that you have in your website, that can turn visitors into customers.

I want to show you how to build one of those today in 10 minutes or less.

What it's gonna do is it's going to let you build better funnels, have a more strategic retargeting campaign for your paid acquisition stuff, and really just get a better handle on who you're speaking to and where you have gaps in your content already.

Building a Content Inventory

Okay, so let's get to building this content inventory real fast, probably take us 10 minutes or less.

If you're like me or my team, we'll forget often, about how much content we already have on our website. So that when we go to build a funnel, or we go to build an email automation, we forget that we already have some really great stuff that we could be using, and instead just start trying to create new stuff.

Let's take a look at how to do this. The first thing you need to know is I'm building this tutorial for WordPress users, but a very similar type of thing can be repeated, no matter what platform you're on.

The first thing that you're gonna wanna do, if you're on WordPress, is to go to this plugin. You can search for it in the plugin section of your WordPress instance, but I'm using WP CSV.

Now, what this is going to do is export all of your posts into a spreadsheet format.

There's another plugin here, too, that you can use, Phimind Excel Export Plus. Just do a search for "posts to CSV," and you'll find a bunch of different solutions. But I'm gonna show you how to use WP CSV.

This is already installed on our side, and what you're gonna do is go to the plugin, go to settings, and this screen will come up.

Now you're going to choose filters. I chose to exclude all. And what this is doing is it's essentially saying, "Listen, we don't want all this other junk from WordPress," like attachments or actual pages on our site. "I just want posts."

So exclude everything, but then just deselect the option for publish, because that's the one thing we want is posts that are published.

After you've done that, you can basically go back and run this. Save it and run it, and it's gonna export a CSV of all your posts. It's gonna look something like this.

We actually cleaned ours up quite a bit. There's gonna be quite a few columns here that you don't need to use, just delete those.

Now, essentially what you've done, in one really quick step, is export all of your blog posts to a CSV format.

Now, I put it here in a Google Doc just because it's a little bit easier to share and use. That means that we have a nice, quick look at titles, the URLs, the post author, the category that it's in.

Now, I should say that, in the course of cleaning up this spreadsheet, you're going to get a slug from WordPress. So you're not gonna get the full URL. This is what it looks like. It's missing the http, www, whatever it might be. So just add a column with that right here. I'm just gonna add a column here to the left, and just put http://www, and then just paste that down for the whole column.

Now what you can do is put your top level domain in here as well. So, for us, that's EmberTribe, and then don't forget to put a little slash at the end.

Once you've done that, just paste it down to the rest of this column, and what we'd recommend is doing a concatenate function. That basically just combines these two columns into one.

I'll put a link to that resource here, but just combine these two, and then you're gonna have, at the end, one nice little group of URL here to make it complete.

After you've done that, you have a nice quick look here at a spreadsheet with your title, your URL, the author, and category.

Now, this time you can go and you can add other things in here. Like, for instance, if you wanted to put personas, like this blog post is perfect for this type of persona that you've created. Or maybe you have a certain funnel stage in mind, like this is top of funnel, or this is bottom of funnel, you can do that. Just add columns for those and you can type it in.

But what I wanted to do is show you another way to make this even more data-driven, even more actionable. And what we're gonna do for that first is actually get the shared counts, so the social sharing counts for any of these posts.

For this, we're gonna use a free tool called SharedCount.

I've already created a free account here, but you can do that on your own. You're gonna go to URL Dashboard, and we're gonna click bulk upload.

This is where we're gonna upload all the URLs that we have for our posts, and for our entire site. Just do a quick copy, a paste, and then click import URLs. Now, when we do that, this tool is going out and it's finding all the different share counts across these different social media platforms.

Right here you can see, here's a post that did really well for us. It had 382 shares on Facebook, and 68 LinkedIn shares.

If you scroll all the way down, what you can do is take this, and then export it to CSV. So now we have that CSV here, we can open it up, and there we go, boom, we have our URLs and all the share counts.

Now, if you keep the same order here, you can just actually take this, copy it, go back over to your master spreadsheet, which for us is in Google Docs, and you can paste it right here at the top.

Let me get rid of this and paste it in. Okay, so now we have all the share counts, comment, etc., all in one sheet here, which is really, really nice.

Now, if you wanna take this even further, I'm not gonna demonstrate this in this video, but you can also go to your Google Analytics, and you can pull a content report maybe for the past year, even just for all time.

Pull all the traffic and whatever other metrics you wanna pull, and then export that to a spreadsheet, and then there's a simple function in Excel called a VLOOKUP, that would very quickly kind of look up a URL, and then go have it add all the Google Analytics stated here too.

So we won't do that for our case, but what we've done is we built a really nice, robust profile of what's on our website for content, maybe how popular it's been, and what categories they belong to.

So what do you do from here? At this point, what's really interesting is that we can take this and start doing things like sorting and filtering.

Like, maybe I want to build a retargeting campaign for anybody who's viewed tutorials that we've written about Facebook.

Well, to do that, I'm just gonna go and I'm going to sort by this category for anything related to Facebook. I'm gonna add a filter, and then it'll be anything having to do with Facebook, and there we go. Now we have a nice little list here of all the things we've written about Facebook ads.

Now what I would do is maybe go to my Google Remarketing, or my Facebook website custom audiences, and add all these URLs as ones that belong to Facebook stuff. Now, anybody who visits any of these pages will automatically be retargeted with something related to Facebook that's maybe a little bit farther down the funnel in the buyer's journey.

You can do the same for really anything. Actually, this filtering is a great tactic if you wanted to add some of that qualitative data about these posts, so maybe persona, or a funnel stage, you can group things together and just in one fell swoop add it all at once.

That's how to make a content inventory that's more data-driven. Again, you can use this to figure out where you have gaps on your website, where you're missing content. You can use it to create a better funnel, so you can pick and choose from stuff that you already have. Or, you can use it to have better retargeting campaigns that really are grouping together like category types of posts.

Hope it works great for you. If you have a variation of this that you wanna share, I'd love to see it. There's a lot of ways to skin this cat, but I hope that this one's helpful to you.

Summary

It happens to the best of us. We all hit a content creation wall.

Where do you turn to generate fresh ideas for new and engaging content?

Here are 3 fast and easy ways to get the wheels turning, and to get your growth content back on the right track.

Transcript

If you're creating content for your marketing campaigns, eventually your well is gonna run dry when it comes to ideas.

So what do you do when you're staring at an editorial calendar blank in the face and you just have no idea what to publish next?

I want to show you and share a couple of surefire ways to jump start that part of your brain again. To think through ideas that are relevant to your audience and that are the perfect next piece for you to create.

3 Ways to Generate Content Ideas

Okay, so I'm gonna show you three easy ways to generate some new content ideas very very quickly.

👉 Don't let trendy industries have all the fun. Your content can be as unique as your business, even if the industry is "boring." →

Now any good content strategy is gonna have great keyword research where you're looking at what people are searching for online. But sometimes you don't have time to do that full comprehensive practice in keyword research.

Ubersuggest

We use Ubersuggest as a great way to again, generate some quick ideas to see what people are searching for.

I'm gonna pretend that I have a stand-up paddle board company. I love stand-up paddle boards. I'm trying to understand what's some content that I can create. To attract my audience or answer questions they may have.

I'm gonna search for stand-up paddle board here. And what it's doing is it's coming up with all the things that Google will suggest in the search bar.

So when people are typing stuff into Google you know how you see those words come up beneath the search, that's what we're looking at here but all in one place.

There are some obvious ones here stand up paddle boards for sale. Stand-up paddle boarding in different cities. But, we also see like stand-up paddle board yoga.

Okay, so this is an interest to some people is to do yoga on their stand-up paddle boards. You can go through here, there's also a Workcloud option. If you really are short on time and just kinda want to look from the top down, you can pick up on the most common keywords that show up here.

Ubersuggest is the first place to go to kind of generate some new angles to approach here. You can go all the way down the alphabet, and just see what is on here.

Quora

Now, the second site that I like to use is a site called Quora. Quora is basically a question and answer site where people ask questions and then other people come and answer them.

It's great if you want to set yourself apart as an expert in the space, you can answer a lot of questions.

But, kind of a separate strategy. I searched for stand-up paddle here. You can see there's a lot of great questions.

Now, Ubersuggest is good for the keywords. But, there's not a lot of context here. With Quora, we're able to see people's questions and what people are discussing in the answers about this.

Here's a question about inflatable stand-up paddle boards, are they worth buying? Here's some other stuff about related activities in kayaking. But here's one, what about paddle boards for beginners? People just getting into this.

You can see there's a lot of great stuff here. And if I click through I'm gonna see what answers are on here. And maybe there's an opportunity for me to even answer that question here and then build a blog post off of it.

Quora is a great place to get a little bit more context and understanding. Talk about idea generation and you just scroll down here and you're gonna see tons of great questions from people who are probably in the buying process already.

Reddit

All right, the last thing I'm gonna show you is Reddit. Reddit is just another social bookmarking site but there's literally something for everything in here.

Every topic you could imagine is on Reddit.

Here is what is called a subreddit, and it is dedicated to stand-up paddle boarding.

Now, I like going to Reddit to see what people are asking, just like Quora. But Reddit is also a place where people can share cool content.

You can see what's getting the most upvotes, and you can see maybe what other content creators are doing, and how that might give you some ideas. Maybe you can take an idea and make it even better.

But could I use my surfboard as a stand-up paddle board? Okay, well which surfboards could feasibly do that? I don't know. But there's comments here, we could read through those. And just lots and lots of content here to generate ideas where you can maybe chime in.

What's a decent board under $800? Maybe that's an entire content series is based on people's price points. What should they expect and what should they look for in a board.

Lots and lots of great stuff here, but you can also see how detailed it gets. People talking about specific boards.

Between these three sites, if you just spent 15 minutes a week looking at what people are asking, what people are sharing and know what some of the general searches are out there, you're gonna have more than enough fuel to create content. And, I would just say that if you see themes pop up across each of these channels or each of these websites then make those a priority.

If you keep seeing stuff about inflatable paddle boards, make sure that you have a piece on that. Or, if you see stuff about yoga, make sure you have a piece on that.

But try to pick up on the trends and on the recurring themes across each of these sites.

🗄️ Stop losing track of your content. Create a content inventory in under 10 minutes and save time in the long run. →

All right, I hope that's helpful for you. Again, none of this is meant to replace great keyword research or great audience research. We all know that our ideas can run dry, and you need a quick boost every now and then to keep you going with your content creation.

In this post:

• Why social proof matters for Facebook ads
• How to use your ad's social proof for a different audience [step-by-step tutorial]

We love Facebook advertising as a marketing tool, and a Facebook ad that gets a lot of likes, shares or comments, is a HUGE asset. This type of engagement is called “social proof,” and it can turn your ad from drab to fab by rolling over your hard-earned reacts and comments.

Social proof is like a Jedi mind trick for your audience - they inherently TRUST more when there's strength in numbers.

But what happens when you try to duplicate your high performing ad and show it to a new audience? All of those likes, shares and comments are GONE!

In this tutorial post, we’ll walk you through how to re-use those high performers over and over again across different audiences without losing all your precious social proof.

Ads With Engagement Are Powerful Assets

One of the most powerful assets that you have as a Facebook advertiser is an ad that gets a lot of engagement.

Shares, likes, comments—all of that creates what we call social proof.

It builds trust with the people that you're trying to reach. It shows them that there's been a positive response to what you're putting out there and it really helps create a more effective ad.

Here's the kicker, though: when Facebook advertisers try to reuse those ads, oftentimes they lose all of those likes, shares, and comments all of the social proof.

Never fear! We have a quick fix for using those same high performing ads against new audiences without losing all of that social proof on the ad.

6 Steps to Reusing Your Ad's Social Proof For a Different Audience

Now, let's walk through the 6 easy steps it takes to reuse ads with the most social proof. 👇

Step 1: Create a dark post

Now in order for this tactic to work, you have to create a dark post. Essentially, that means you're creating a post that's just not public or published on your page. You can learn how to create dark post on Facebook in this easy-to-follow 3 minute tutorial from Jon Loomer.

What the dark post allows you to do is:

• Split test against different audiences
• Increase your ad reach
• Test different creatives

All without losing the social proof you built up. So we definitely recommend taking the 3 minutes or so to master this skill!

Step 2: Locate the ad that's working well for you

Now you need to find the ad that's working really well for you. This is the ad that you'll use to recreate the magic with the added bonus of built-in social proof.

In Ads Manager, select the ad you want to use and click the edit button.

Under Ad Preview, locate the box icon in the right corner and click that, then scroll down to select the Facebook Post with Comments option.

You'll see that this loads up the ad that you're wanting to reuse. In our example, we chose this ad with plenty of social proof:

Step 3: Copy the post's ID

Now you need to copy the entire URL from the browser bar. We recommend copying and pasting the URL into a tool like Notepad or Sticky Notes so it's easier to manipulate the text.

And what you're looking for from the full URL is the post ID. You'll find the post ID after the /posts/ portion of the URL. Check it out below:

So grab this number all the way up to the question mark and then copy it. You're going to use that in a later step.

Step 4: Create a new ad

Now the next step is to create a new ad just like you're used to doing for your any other Facebook ad. As usual, you'll want to choose whatever objective makes the most sense for your goals.

Continue by choosing a new audience just like you would when building a normal Facebook ad campaign. This stuff is probably all old hat for you at this point! The real juicy stuff that you're here for is this:

Navigate to the Ads section and then click on the Use Existing Post button. This is the key!

Normally, you're probably creating a new ad and using one of the typical options like carousel, image, video, and so on... but in this case, we're going to be using an existing post.

Step 5: Enter the post ID of your awesome ad

You'll notice that there are quick ways to grab page posts that have run before, but you don't need to worry about digging through old posts to find the right one. Instead, just go ahead and click Enter Post ID to find the exact ad that you need.

Now it's all coming full circle, right? Remember that post ID you grabbed for the last step? All you have to do is paste it in the box and click Submit.

And ✨voila ✨ it appears right here.

You can scroll down and see that the same reactions, the same comments are still there.

The beauty of this is that you can go back to the Ad Set, choose a new audience, segment, and run the ad in a totally new location...but the ad and ad creative has all of the same engagement and social proof that we had before.

Remember:

→ You need to start with creating a dark post.

→ Then find the URL of that dark post.

→ Locate the post ID,

→ Create a new ad

→ Select Existing Post.

→ Enter your post ID

...and that's it!

You can do this as many times as you'd like for new campaigns, for new ad sets. And, again, the real star of this trick is that you can take that social proof and carry it with you wherever you go, and whatever your audiences you want to test out.

Have you added this test to your digital advertising experiment queue? Let us know in the comments!

Summary

Custom audiences are one of the most powerful features of Facebook advertising. Being able to target a list of customers or leads opens up a world of opportunity for marketers.

We’ve used custom audience targeting to drive millions in revenue for our clients.

But did you know that you can help Facebook go to work even harder for you? Let’s dive in.

Transcript

Custom audience targeting is one of the most powerful features of the Facebook advertising platform.

Being able to target specific lists of your customers or prospects and find them on Facebook is just an incredibly powerful resource to have at your disposal.

🛍️ 6 Facebook audiences you need for your eCommerce advertising. →

A lot of people don't realize that they're not even scratching the surface of how powerful these custom audiences can be for their marketing efforts.

So, in this video, we want to show you some of the things we've done to raise our chances of succeeding with custom audiences and these tactics have resulted in millions of dollars of revenue for some of our clients who are advertising on Facebook.

So one of the things we need to understand about Facebook custom audiences is that when you upload a list of leads or customers, Facebook goes out and tries to find those people on their platform, find their usernames. So you provide an email address, they try to go back and find a Facebook profile.

Why?

Because you want to be able to show ads to those people. But, in order for Facebook to do that, they need to know what their profile is, what their user account is.

So we call this a match rate.

You upload a hundred names to Facebook. It may only be able to come back and get 30 or 40 or 50 of those people that you can then advertise to. But we want to get that number as close to 100 as possible. And that's what the rest of this video is going to go through.

So what a lot of folks don't know, is that Facebook will take up to 15 different pieces of information on your leads or customers, in order to use that to try to find those people on Facebook.

So the more information you have, the better the chance of finding them on Facebook.

So I'm looking at one of the steps here where you go and you are uploading your list to create a custom audience.

You can see email addresses, one of them phone numbers, but there's a lot of others here, including things like first name and last name and zip code, date of birth, gender, age.

All those things can be used to find these people.

So there's a template that you can download to try to fill out further before you upload this to Facebook and the advice here is to get as much information as possible.

Now, what if you have a newsletter list, right?

You have thousands of email addresses that you have acquired over time of people subscribing to your newsletter list. You want to want to start advertising those people on Facebook.

Well, what I want to show you today is a tool called Clearbit.

Now, we love Clearbit because it's just a powerful tool that you can use in a sales process. You can use it in your marketing.

We're going to show you how to use it to level up your custom audiences.

So go sign up for a free trial of Clearbit. They have a Google Drive integration which I'm using here and I'm going to show you an example.

Let's pretend that I have these five people on my email address. They all happen to be from Apple, very lucky I know.

Now, you can see the add-on here for Google Drive from Clearbit has an enrichment tab.

I'm going to select the emails that I want to enrich. In other words, select the emails that I want to get more information on and then click enrich selected rows.

We're going let that work.

It's magic. it's going to open up a new sheet and you can see little by little it's starting to fill out more information on these people.

I started with just having an email address but now I have their first name, their last name, I have their location, I have other things as well like actual latitude and longitude, and we could use some of those things to maybe triangulate a zip code. There's job titles in here. There's a lot more that really can help you learn about the people who are on your list.

So even before we try to create a custom audience, use this to create some charts and some pivot tables. Figure out what their job titles are, who they are in aggregate, and how can I serve them better as my audience.

You can see where this is going.

My next step would be to take the fields here from the Clearbit enrichment and then add them to this spreadsheet.

This is your upload sheet that Facebook gives you to create a better custom audience. So, right off the bat, you have first name and last name.

You have maybe city and there's some other pieces of information here that you can get from Clearbit to fill this our more fully.

So before you just go and add your list of names to the custom audience, try to go ahead and enrich it first.

Then upload it and get a much better match rate, which means you're going to be able to target much more of your list on Facebook, increase engagement, increase your chances for actually reaching these people, and bringing them to the next step in your funnel.

Facebook is a powerful paid social advertising platform, but it doesn’t scale the same way as paid search. In this post, you'll learn the 3 rules for Facebook ad scaling that we swear by (and why).

1. Don't over-target your Facebook campaigns.
2. Expand to new audiences.
   
3. Raise your Facebook campaign budget incrementally.

In this quick tip video, we’ll demonstrate how you can best scale your ad spend without killing the performance of key metrics like cost per lead.

These three "rules" are what we used to scale one client's efforts on Facebook from 0 to 400k new users every month (you can check out that case study here).

We're going to share the scaling strategy we use for our clients that allows us to spend more each month, increase the volume of incoming qualified leads, all without hurting the performance of those campaigns.

When you follow these three rules for scaling Facebook ad campaigns, you can help save your performance as you increase ad spend.

Rule #1: Don't over-target your Facebook campaigns.

There are so many targeting options to choose from on Facebook, it's easy to get excited about getting very, very granular, and specific about who you want to target.

But if your audience size is too small, you're not going to have enough runway to scale your ads. Remember: there's always going to be opportunities down the line to create more segments. Don't overdo it from the jump!

Instead, if you find that a certain segment of your target audience has responded well to your campaigns so far, you should optimize for that segment. It's important that you don't shoot yourself in the foot by creating a too-small audience size from the start.

Rule #2: You have to expand to new audiences.

Don't get so locked in on one audience segment that you're going after because eventually, you're going to wear them out.

You need to get creative about the ways that you can expand to new audiences. That means taking full advantage of partner categories in Facebook, different interest targets, and especially using options like lookalike audiences.

Make sure that once you've converted a healthy number of people, you want to create a lookalike audience to allow Facebook to start expanding the target reach of your ads.

Rule #3: Raise your Facebook campaign budget incrementally.

This third rule is very important. It's probably the most important rule when it comes to scaling your campaign—be mindful about how you manage your budget.

Oftentimes, the biggest mistake that we see advertisers make is that when they see something work, they have a knee-jerk reaction that they need to pump ad spend in their campaign. Unfortunately, this turns into blowing the doors off of their budget.

What you want to do instead is very incrementally increase the budgets.

The reason for this incremental increase is that Facebook optimizes through an algorithm that determines who they should show your ads to, based on who they think will respond most to your message.

If you give them too much information to optimize for, the algorithm can't work correctly. In other words, if you've increased your budget too much and try to get too many people through the funnel, Facebook just won't be able to keep up.

So, your Facebook ad campaigns need time to adjust to a new level of budget.

Try to wait two or three days before raising the budgets on your campaigns if you're testing a new angle or you launching a new ad set.

When you do raise the budget, keep each budget increase as incremental gains, like 30 to 50 percent increases to the budget.

That's going to safeguard your ads against seeing major campaign performance decline. Over time, you'll be able to scale to a higher budget...but without tanking all the hard work the algorithm has done for you so far.

There's a lot more that goes into managing your campaign than these three rules. But with these principles, you're going to be head and shoulders above 90 percent of the advertisers that don't have this 3-rule framework to scale their campaigns.

Good luck, and may your next campaign scale beyond your wildest dreams!

Find out how EmberTribe can manage your Facebook ad campaigns for you by booking a call with one of our growth experts.

Summary

In order to scale your campaigns and avoid past mistakes, it's VERY important to keep track of what you're doing. This is why we plan ahead and keep track of our results using a "testing queue."

However, just keeping track is not enough. Understanding your audience, what you can offer them, and the timing of your offer is what will set you apart and lead to success in your campaigns.

In Today's Quick Tip Tuesday, JP gives you another perspective when handling your PPC campaigns and tells how to breathe new life into them with these simple pointers:

Transcript

Josh: "All right, so, J.P., one of the things that we do uniquely at EmberTribe is we manage this thing called a testing-queue to try to breathe new life into campaigns. Can you explain a little bit about what that is?"

J.P: "Yeah, it's a really intentional, planned out way of documenting what steps we're gonna take to expand campaigns both horizontally and vertically to keep them going, scale up, and be really responsive."

Josh: "Awesome. So, I know that this has been a breakthrough strategy for a lot of our clients and really the fuel for this process is asking really good questions.

So like, the better questions you can ask about how these different paid advertising channels are working, the better outputs you're gonna get.

So what's kind of your process for asking those questions and maybe what are the categories that they fall into?"

J.P: "Sure, ultimately, they usually come down to audience, offer, and timing.

When you're thinking about audience, you're really trying to figure out what makes your user, your target, unique?

Is it their job title? Maybe you wanna consider how old they are or what ethnicity they are, where they live, what interests they have like television shows or cars that they drive.

What is it that sets them apart from anybody else on the street?

For offer, you wanna consider what problem you solve. Does your user even know they have a problem? Do they care? Is it costing them time? Is it costing them money?

And then, how do you solve that problem better than the 14 other companies that are trying to do the same thing? Or are you unique in the space? You're the only one solving it.

And finally, when it comes down to timing. And by timing, I don't mean day parts, or days of the week,
or anything like that. I'm considering where they are in the purchase funnel.

What's their familiarity with you brand?

Are you re-targeting them or is this a cold outreach?

Are they aware of your competitors?

Do they know what to look for?

Have they engaged with any of your content before?

Do you maybe have an offer like a white paper or a webinar that can help educate them about those needs and how you solve them.

And then how do you match that offer up to where they are in the purchase funnel?"

Josh: "Awesome. So it's a really holistic way to think about your target audience and about, really, the message that you're bringing to them. And I guess at the end of the day it is about just asking good questions.

If you have an organized framework like this to use, seems like anybody can improve or optimize their campaigns or take it to the next level."

J.P: "It sure beats off-the-cuff strategies and a wall of Post-it notes."

Josh: "Yeah, definitely. Well, thanks for sharing, J.P."

J.P: "You bet."

Summary

Bing offers a great opportunity for businesses to generate extra leads not only for less but it also has certain features that makes it better than its main competitor, Adwords.

In Today's Quick Tip Tuesday, JP talks about how B2B advertisers can generate leads with Bing and why it's important to consider this lead generating channel.

Transcript

Josh: "So, JP, tell us a little bit about how we can use Bing if we're in a B2B space. We want to reach that business user."

J.P: "So, the biggest advantage that Bing has is that Microsoft still holds huge sway in those enterprise environments where IT has your browsers locked down or where users just don't think to change the main browser on their computer.

Because in all those cases, Bing is the standard search engine out of the box for those users."

Josh: "So, for better or for worse, the bulk of corporate America is using Bing, just because by virtue of having
Internet Explorer installed on their machine by default. Got it.

So, beyond the fact that your target users probably using Bing, by virtue of what we know, what are some other things about the platform that might be helpful if you're trying to reach a business user?"

J.P: "In short, it's less competition.

Because people don't think of Bing first, they tend to go to AdWords first.

It results in 36% less competition between advertisers for the same terms.

Combine that with the fact that you're getting 50 to 70% lower cost per click on Bing, and it's a huge opportunity to get in front of more people than you would before for a lower cost."

Josh: "So, I mean, at half the cost, your money goes very, very far.

Not to mention, if you're reaching a business user, your deal size is going to be a lot bigger, so, what else about the platform might work strategically, kind of in your favor?"

J.P: "So, if you've got a lot of locations for your business, in Google, you have to either put those all into one campaign together, or if you want to break out by choose, you have to have different campaigns.

In Bing, you can still have one campaign, but have ad groups broken out to different location.

So, it's a nice feature.

In addition, just like Google, they have search partners, but they let you choose.

So, if you want to run on AOL, you want to run your ads on Yahoo, you can pick that, specifically, on Bing, Google doesn't allow that.

And they don't report transparently on where your ads show up. Bing does, so, that's a nice feature."

Josh: "That's amazing.

So, it's a less crowded channel, we know the target users are on Bing, and you have this extra ability to be granular with your targeting.

It sounds like a pretty powerful combination."

J.P: "Yeah, it definitely needs to be part of your arsenal if you're doing B2B acquisition."

Josh: "Awesome, thanks, JP."

J.P: "You bet."

This is the first installment of a tutorial video series called, Quick Tip Tuesday #QTT! It's a weekly series of videos that bring you highly actionable advertising tactics in 90 seconds or less.

Summary

In this first episode of "Quick Tip Tuesday", we'll walk you through how Facebook advertisers can grow their audience for free while they run their campaigns.

If you want to make the most of your campaigns, spending 10 minutes or less each week, this tip is for you!

💡 Boost your Custom Audience match rate with this quick tutorial. →

Transcript

Hey there, in this quick video I wanna show you how you can get more mileage out of your Facebook advertising campaigns without spending more money and really spending no more than 10 minutes a week.

This is going to make your advertising campaign more effective, it's going to let you take advantage of interacting with
some of the people who have been interested in your ads, but haven't taken action yet.

So let's take a look.

The beauty of running Facebook ads is that it's a social platform, so as you run ads, people are going to start liking and sharing your ads. So what I want to show you is in three easy steps, how to make the most of when people engage with your ad.

Step one is you have to find your ad in the Ad Manager. Now, we're gonna click Preview which is that little eyeball in the upper right.

Okay that this point, scroll down and click the link where it says View Post Permalink with Comments. Okay, (step two) the next thing that you're gonna do is go down here.

You're going to see where people have liked or engaged with your ad.

Now step three, there's an option here to invite the people who have liked this post.

Now here's the beauty of this; you might have paid for the ad to get it out there and to get it in front of people, but inviting people to like your page is actually completely free.

Now great, six people, big deal. We attracted some new followers to the page, but what if you have an ad that you run for a lot longer and say there's like a thousand or so people who liked it?

Well now you can go through and start inviting all sorts of people who have engaged with your ad and showed interest in the content that you're sharing. When you've built up a decent amount of social proof (which is basically digital advertising gold), you can reuse that ad with social proof for different audiences.

So use this tactic to make the most out of your Facebook advertising by inviting people for free to your site to like your page.