This resource will be updated as new terms and updates to the ad product occur. This was last updated: 12/30/2019 *
Campaign – Overall goals from efforts and establishing rules
of ads + ad sets.
Ad Set – Who we are targeting and why.
Ad ID – Identifying number that Facebook gives to each unique
Ad Creative – The actual media and text of the ad, the
part the people see.
Ad Media – The media involved in ad. Can include videos, photos, gifs and more but will always need ad copy to complete ad.
Ad Copy – short post text that accompanies the media to complete ad.
Objective – Your advertising objective is what you want
people to do when they see your ads.
Reach (Unique Views) – The number of people who saw your
ads at least once.
Impressions (Times Seen Total) – Impressions measure
how often your ads were on screen for your target audience.
Impressions may include multiple views of your ads by the
Frequency – how often an add is shown to a specific ad set
Result Type – specific end goal that classifies what is a result
considered in this campaign.
Results – the actual amount of results received from paid
Cost per Result – how much it cost to get to each ‘result type’
Amount Spent – amount of USD spent on individual
Brand Awareness objective – The brand awareness objective
is for advertisers who want to show ads to people who are more
likely to recall them.
Video Views objective – how many times a video is viewed
longer than 3 seconds.
Conversions objective – how many times a specified action
occurs on site. we specify what is considered a conversion (ex:
a full purchase or a email sign up both are goals and can lead to
Estimated Ad Recall Lift – The estimated ad recall lift
(people) metric shows how many people we estimate would
remember seeing your ad if we asked them within two days.
ThruPlay – ThruPlay allows advertisers to optimize and choose
to pay only for ads that are played to completion, or for at least
15 seconds. This optimization is available with auction or reach
and frequency campaigns.
Website Adds To Cart – The number of add to cart events
tracked by the pixel on your website and attributed to your ads.
Better Marketing Please,
While a very niche marketing strategy, the following is a great concept to mention for manufacturers of products who sell them to vendors and online – unbranded. Our audience and consumers are much smarter than they used to be. They know about businesses like Alibaba and how companies buy unbranded products and add branding and their margins to the cost. This goes for anyone making phone cases, gloves, jackets, blank t-shirts, or any other product that someone would buy and alter to make their own.
You, as a manufacturer, should have your blank products for sale to the public at a high high high margin to add more perceived value to your bulk customers. Make your price higher and expect to sell nothing. That’s the point, but it is out there and available to the pubic looking.
What does this do?
Let go through a scenario here, actually two to nail down the situations this could be used in…
Scenario 1 – Los Angeles Apparel
Los Angeles Apparel is an excellent example of a B2B & B2C clothing brand. They make blank apparel that is modified and altered by other brands. They also sell their blank clothing on their website at a ridiculous price (basically retail price). This strategy provides you with a level of quality or exclusivity. When businesses use Los Angeles Apparel, knowing that if their customers want to try and figure out how much this piece cost to make, they can get influenced by the price shown on Los Angeles Apparel website. If they know the industry, they understand that those prices are not what vendors get them at, but it provides them with more value (in their minds).
Safe consumers are aware of the old ways of buying from China, rebranding, then uncharging for mediocre products. It doesn’t work nowadays and Los Angeles Apparel knows this. They provide their vendors with a brand value that is being carefully maintained by the “man,” Dov Chenny. He was also the founder and CEO of American Apparel until he sold it to Gildan in 2018. American Apparel took it a little too far by being a blank apparel company that had physical stores, but they also had a major blank garment division that was working on the backend to make B2B sales. The combination is a delicate dance, but as a manufacturer or supplier, you need to know that you have a brand. You can set a quality standard and brag about it without messing up your B2B customers.
If anything, adding more brand value to your business is only helping your customers and giving them a reason to buy your product over your competitors.
Scenario 2 – Champion Apparel
Champion has incredible, simple products. They add small touches such as the reverse-weave and the embroidered patch on the sleeve. However, their blank apparel is great by itself and is altered and printed for other businesses. Champion pieces can be found for sale at Urban Outfitters – a hoodie is 50+ dollars at a major retailer. By utilizing Champion, companies can add their brand value onto Champion’s to reach a higher price point.
The trade-off is the garments cost more. Most companies that take advantage of these garments are selling at premium rates for blank companies for precisely the reason above. They have built brand value that is so beneficial, it can motivate people to buy the garment based solely on quality. Cut them in and reach a higher price point for your garments. If pushback is present, you can offer a lower-tier product and you learn more about your audience. Most people will appreciate the quality of Champion and it will be an additional factor in helping you seal-the-deal on a new customer.
After writing this article, I thought this practice might be illegal or against regulations etc. It turns out this is a common practice in the apparel industry but not as common in other products such as phone cases. This shouldn’t be a dirty tactic. You are not trying to circumvent your customers or make all the money possible by selling singles. It is only adding value to your base product in case someone finds out about your blank product they bought. They can have some sense of value and know that they didn’t buy a .40 cent phone case that someone up-charged the hell out of.
Better Marketing Please,
Spaces are significant, and screens add immense value while also being able to be branded and curated to complement your brand. There are plenty of things you can do with screens in your business, but here are some examples as well as why I think they work well.
Some industries NEED screens and NEED to be implemented gracefully including:
Now let’s talk about them specifically…
Restaurant screens are crucial unless you own a high-end luxury restaurant. These screens can display menus, which can prevent menu printing costs and incentive menu changes. The screens can show product details and images of your food that will help customers see what type of dishes you offer. You can play video commercials if you have them or keep it on a static menu with photos, but that is the beauty of a good screen. You can have it fill a lot of space with your branding and your content which helps build your brand while also giving people a screen to look at (hint: people love big bright screens – get a nice one, and you will be rewarded)
You can use screens as a way to take orders and engage with your customers. Here is a White Castle using screens as self serve tellers. This will help them promote more items and showcase more imagery to help upsell customers while also keeping their business efficient and focusing on making food.
Some screens can have static images that just help you promote your other marketing channels while people wait.
Other TVs can be used like regular TVs…for entertainment. Whether it’s sports or the news, a tv is a great way to show content that starts conversations.
Screens can be used to set the vibe or play music in clothing stores. They can also showcase videos of product details and also show still images of product lookbooks. Screens are versatile, in most settings including the apparel setting, you can use them to set the vibe and encourage people to take a break in your store. That gesture in itself may turn them into a customer!
General / Grocery Stores
I think more grocery stores should adapt screens to showcase daily or changing deals while shoppers are in store. I could see Whole foods having a tv in the middle of every isle (facing each direction) showcasing deals on each specific isle. This could allow them to hyper-target deals and make super quick sales to clear particular products. This is the future, and more grocery stores and general stores will be using them more. You wait!
Just like any other business, a bank could use screens to communicate new features, show informative content, and more on screens while also building a brand value of quality. Here is a quick example of how Bank of America did this in their SF branch
Gas station screens are one of the greatest inventions ever. This is a place to show advertisements and deals with the person getting gas. Usually, this customer would pull up, get gas, and leave unless they needed something in the store. The screen shows things you may need and may spark the idea to go in and get something. This was never possible before, but now BOOM! Gas station screen.
Tradeshow Activation Screens
Screens can be an engaging factor that sets your tradeshow booth apart from others. You can us sit to broadcast content or use touchscreen demonstrations to collect data and create a pleasant experience for people checking out your booth. The use cases are plenty, but the originality factor is what will set you apart from your competition.
These are just some uses of screens, but I would highly recommend you get a screen for your workplace and see how you can use it soon. Producing content and videos should already be apart of your business, and a screen allows you to showcase that content at your space and maximize all of your efforts.
Better Marketing Please,
Small businesses are still alive and well. You just need to know how to keep up with the needs of your customers and be accepting of change. Most businesses have a way of doing things, and they stick to it. Change means they could lose money which is not a risk most sustainable businesses are wanting to take (understandable too).
But change brings new opportunities to expand your business and grow at the cost of having to do more on the fly thinking. You also may have to do some of the ground level work first to make sure it is done right, but these are all hurdles that are easy to get over and keep racing.
1. Yelp Basic Business account and Google Listing
Yelp and Google My Business for your business needs to be set up, updated and showing your best light
These are tested ways that physical businesses can get foot traffic and these are them. How do you expect to get traffic without being in places where people search for businesses. Google and Yelp get most of the business search traffic and are used by most people in the US.
This has become apart of the routine when picking a restaurant or business – young people will always look online and at reviews first before stepping foot somewhere. They know they don’t want to waste their time and can get photos and reviews of food from their phones. Convenience is key, and a lot of these points below involve an element of making it convenient for your customer to find you or to get to you.
2. Social media posting daily: Instagram, Facebook, Twitter and even LinkedIn depending
Your business needs to be using these free platforms that have free attention on them. Facebook, Instagram, Youtube, Snapchat and all the other platforms have lots of eyeballs and if you want to expand your business you need to use these services.
There are two ways to use them – PAID OR UNPAID. By using them unpaid, you can develop the skills needed to have good social media and then you can have a better feel for what your audience wants. Paid social media can be a money black hole if you aren’t careful so make sure you are ready to maximize your budget and don’t just jump into it with a large budget expecting to it all back.
3. Make sure your website has a place to collect emails
Make sure to put it in your sidebar, when they come to your site, in the menu, and you can even use an exit-intent pop-up to offer them something exclusive if they are going to leave your website.
All of these tactics, combined with the right offer or service of yours, can make a killer strategy to get returning customers coming back more and more often.
4. Email your customers weekly
This doesn’t need to be anything complicated or crazy discounted but you should be in contact with your customers via email at least once a week. This will keep you on their mind and will allow you to keep them updated on products, changes and other info to get them to come in again.
5. Online ordering if applicable
Make it convenient for your customers to integrate online ordering into your sales process. You can use this as a way to save time for your busy lunch rush or use it as a way to cut out the fees taken by Postmates, Uber, etc. There are lots of people that would rather get the food themselves if they could order online and get notified accurately when their order is ready.
You can use a custom solution that works with what you already have or you can see if your existing POS / Order management software offers this as an add-on. It is becoming pretty popular so it is not a weird thing to ask them at all.
6. Track websites analytics and learn how to read data
Use Google Analytics to track what your website viewers are doing so you can make your website better. By looking at your website data you can make sure you are improving the most frequented pages and are paying attention to some key points.
With Google Analytics, you can track conversions, bounce rate and time spent on site. These are important metrics to see if people are actually looking at your website or clicking away.
I write a lot about analyzing data and what you can do with it, so stay tuned to my blog for specifics but you first need to understand how to read the data and make sure everything is set up properly.
7. Adding content to your website weekly
Whether it is new company updates, blog posts, event recaps, menu changes or anything else you need to be adding new content and pages to your website frequently. The frequency shows Google that your website is current and relevant and that helps with SEO rankings.
By adding new content, you are also giving yourself more things to promote on your email marketing and social media so it is a win-win. You get content to post, and you can promote your own content through your own channels all while adding more content to your website too. The name of the game is content but that doesn’t mean that you can’t maximize your content for all channels
Better marketing please,
Instagram is a tricky beast and if you are looking to tame it, you need the right tools and knowledge. I am not claiming these are all facts, but these are some things about the Instagram algorithm that I noticed.
Algorithmic factors are elements that the algorithm uses to build a profile of your content and your account. Think of it like SEO for social media where you have to optimize and do little things to please the Algorithm gods for free traffic. Including things like:
These algorithmic factors change all the time, and it’s all based on Instagram’s priorities. When they released Snapchat 2.0, aka Instagram Stories, they made that a massive factor in the algorithm. Creators that used all the Stories features were rewarded with more organic reach, and that’s what you need to remember.
If you take anything from this article, it needs to be: Whenever new features come out, use them all the time and add them to your existing routine. That will severely impact your algorithmic rankings. Even if it’s small like the Instagram Poll or Question features, there will always be some advantage also if it’s small. If these features don’t work with your audience, AFTER you try them, then you can quickly shut it down and say it didn’t work. But always try them first and try them for at least a month and get some reliable data.
Instagram specifically has a few select places that the algorithm sneaks content into whatever you are doing. These places make it easier for businesses to get more reach and more accessible for consumers to see more relevant content.
Here are all the places the Instagram algorithm displays content that could get your content seen so far:
Note* I will keep this list updated as I go so make sure to bookmark this page or save this link somehow.*
Get in the mind of an average Instagram user. Reverse engineer the ways that people can find you and figure out how to optimize for those places. Let’s pretend you just posted a well-performing post, and a random person ends up seeing it through one of the above areas. You need to make sure that your profile optimization is tailored to help you grow your business in a lane. You should use a CTA and a link that lead to someone discovering more about your business or products to turn them into customers, but make sure to plan that journey out.
If the person does not follow you:
-Person sees content from algorithm or recommendation
-If they don’t like it they keep scrolling…sorry next time.
-If it’s good they like it and follow you
-if it’s really good they will probably comment, like and follow
-if it’s excellent they will possibly comment, like, follow and share it with a friend
If they follow you:
-Person sees content
-If they scroll past it without engaging with your post it reduces the likelihood that they will see your content in the future
-If it’s good they like it
-if it’s really good they will possibly share it with a friend or on their stories/feed
-If it’s excellent they will want to comment on and add multiple comments in a conversation
I hope this helps you better target your social media goals. You can say likes are everything, but at the end of the day, there is SEO for social media now, and the best way to optimize is to start treating social media like SEO on your blog. Be purposeful and intention while also adding immense value – whatever that means in your industry. It could be a slider explaining you’re onboarding process, a funny product commercial, or a How-To video. They all are valuable in their particular way and add to the overall strategy.
Better marketing please,
Here is a list of all the sizing for your social media imagery; that is fancy talk for all the stuff you would need to set up your social media platforms completely.
Profile Pictures are usually all the same. You can probably use the same logo sizing and design files for all of the social networks, but I still listed the sizing for each individually. If you want to make one for all of them, make a 1000 x 1000 px square file for your logo but make it also compatible with a circle crop, see image below.
Some channels are square crops, and some are circles, but most of them will be circles soon. The simple reason, circles are friendly and more clickable for your thumbs.
Instagram – Profile Picture:
Instagram only has profile pictures, so setting it up isn’t hard at all.
High Res 1000 x 1000 and make sure the focus is centered for a circle crop.
Facebook – Profile Picture:
400 x 400
Facebook has a square crop, so leave your profile picture at the original aspect ratio.
Minimum 180 x 180
These photos will appear 170 x 170 on a desktop site and will appear as 128 x 128 on most smartphones. Business pages have a very familiar look to the personal profile pages and will follow the same rules.
Facebook Business Page Cover Photo
820 x 312
Your business page cover photo should be at as high of a DPI as possible to make your page look as high quality and premium as you can. Your cover photo is one of the most significant pieces of real estate available for your business on Facebook. This cover photo is the place to establish your brand identity and highlight what you are and what you stand for.
Facebook Event Cover Photo
1920 x 1080
Make sure to keep text elements centered. Events are posts in a few different places, and keeping your text will allow consistency across all areas they are displayed. This event cover photo shows in feeds at a minimum of 470 x 174, so make sure to keep that in mind when designing or adding text elements.
Twitter – Profile Picture:
400 x 400
Twitter has a circle crop, so follow the rules above.
Twitter Header Image:
1500 x 500
Twitter has a wider header image, but this allows you to put more branding on the sides while also keeping a visual header aesthetic.
Youtube – Profile Picture:
800 x 800
Displays as 98 x 98 on desktop
Youtube Channel Cover Photo: 2560 x 1440
Optimizing your Youtube header for multiple platforms, including TVs, phones, and computer screens, is not easy, but if you make your header simple and with center branding. Your header can shrink to as little as
Linkedin – Profile Picture:
400 x 400
Linkedin has a circle crop, so make sure your imagery is centered for a circle.
Linkedin Header Image:
1584 x 396
Personal Background images can be in JPG, PNG or GIF
Linkedin Company Header Image:
1536 x 768
Company Background images can be in JPG, PNG or GIF
Linkedin Hero Image:
1128 x 376
Use this space as an additional image to tell your brand story.
Pinterest – Profile Picture:
400 x 400
Pinterest has a square crop.
Shows at 165 x 165 pixels
Shows at 32 x 32 in other places
Better Marketing Please,
Social media profiles are like separate websites on a very popular website. Facebook has nearly 2.7B monthly active users, Instagram os almost at 1.1B monthly active users, and Twitter has 334M. Social media has become a part of our every day lives as a tech involved person. Whether you follow news and politics or just like to see some of your hobbies – social media is the place to go to view and engage with endless content. Social media has truly changed the behavior of consumers, and your business needs to be able to adapt quickly and agile no matter what size.
Think of social media posts as mini-billboards… stay with me for one minute here. Each billboard is trying to get a message across with images and text. Some are better than others, and some factors make your posts more clickable. That’s not this post, that’s this post here. (link to factors that make social media posts more clickable)
You need to think about what happens after they engage with your content and how you can optimize that part of the funnel to get more visitors to your website from social media. Here is how the engagement usually plays out on Facebook or Instagram because they are algorithmically driven.
Captions VS Descriptions
In both situations, writing good captions and making your profiles optimized are critical ingredients to getting the best results. You want to capture every single follower, and the best way is to be systematic and strategic in your approach. Each description should have a quick summary of what you do, a brand hashtag to tag you, and a call to action with a URL. Social media is the place for entertainment, fun, and media so you have to keep all of your writing short and sweet. Captions and descriptions should be quick, to the point, and involve some language that makes them feel like being apart of a club or community.
When writing captions, asking questions is also very important! Just don’t force it because it will sound fake. You will see so many people push random questions into social media posts just to generate any sort of engagement. Comments are valuable, and people will do anything for them! Responding to individuals personally is included in that. Try out commenting on your favorite Instagram models post responding to their bogus questions within an hour of them posting. I guarantee they will respond because they want those comments right when they post a post to boost its popularity, and they also want others to see them responding and comment with hopes of getting a similar response. We can learn from that and try to inspire conversations in comments. Use it like a forum or a chatroom and instigate meaningful discussions that will allow you to not only stand out but to build super fans.
When writing your descriptions you want to follow some of these quick guidelines to help point your marketing efforts in an efficient direction. For the Do’s, only apply the ones that work for you but also try to experiment and get ideas from the other ones.
–Write a quality CTA. Write a CTA as the final line to incentive them to click on a link or click the follow button. People need to be told, unfortunately.
–Always link to something. Don’t ever let your link area go empty because you are WASTING TIME AND EFFORTS. Always have a link.
–Don’t ever use a link on social media that is not hyperlinked. If it’s not hyperlinked or easy to get to then find another way to link it. For Instagram, you can’t put clickable URLs in each post so you say in the post “Link in bio” or a CTA to direct them to the clickable URL area on the IG profile. It looks bad if you have a link and you can’t click it so make sure all your links are clickable.
–Use a link that is mobile-friendly. Make sure it is mobile-friendly and ready to collect leads. Most social media is consumed on mobile phones so make sure the location of where you are sending your audience is optimized.
–Introduce your branded hashtag. Use #yourbrand or whatever you deem your brand-specific hashtag and promote it on the description of your social media. This will get people to post UGC (user-generated content) and engage their followers with your brand.
–On-Brand language to set the tone for your brand. This lets people know the tone, conversation, style of your page and allows you to catch the eyes of potential followers.
–Utilize all your characters. Listed below are the specific requirements for each platform so you can reference them and bookmark the page.
–Too many emojis is a problem. Tasteful amounts are acceptable but make sure you don’t use more than 3 or 4 unless it is for a specific purpose.
–Don’t be boring. This is your first impression, make it count.
–Putting no description. Don’t be a cool guy, you REALLY should put a description on your account even if it’s a minimalistic one. Random people all the time will find your page and it is an easy way to get them to follow you by telling them what you are all about upfront. Think of a dating profile, would anyone pick you if your account was blank?
–Promote too many things. Have some direction to your social media promotion and stay focused on one or two offers. Anything more will confuse your viewers and might make them not want to click.
Description Restrictions Per Platform:
Instagram: 150 character limit for your description and this is including your CTA. Make sure to leave room for a clear, well crafted, and short CTA.
Facebook: For the Short Description section you are restricted to 155 characters but you can expand more in your About section which has a limit of
LinkedIn: For your company profile, you get a 120 character tagline that displays next to your name and image. You get 2,000 characters on the full About tab which also has other details you can pre-fill.
Twitter: 160 character limit on your Twitter bio so make this count! Short and sweet is better but also remember to put in a CTA and a link to an optimized website.
Pinterest: 160 character limit for the Pinterest bio. Again, make sure to have a CTA and a beautiful profile image.
TikTok: 80 character limit but they allow you to link a Youtube and Instagram directly.
Post Restrictions Per Platform
Instagram: 2,200 characters is the limit for Instagram posts. Even if it is a photo or video they all are the same restrictions. You are also restricted to only 30 hashtags on one post so keep that in mind.
Facebook: 63,206 characters is the limit for Facebook posts so use them up! Experiment with long-form content or keep it short and sweet, you pick!
LinkedIn: For status updates on personal accounts the character limit is 700 but it goes up to 1300 for company pages. For articles, there is no limit but keep it consistent with good blog writing practices.
Twitter: A tweet started off as 140 characters but got upgraded to 280 characters at the end of 2018. 280 characters is a lot so make sure to make it count.
Pinterest: 500 character limit per pin. Pins should also be more visual so make sure to keep it short and sweet.
TikTok: 150 character limit to the text portion of TikTok posts. The video portion is limited to 15 secs and is primarily vertical video so flipped horizontal video will not fly on this platform!
Here are some examples of some great Instagram descriptions and why I like them:
Toyo offers original automobile content and also showcases the use cases of their premium brand of tires. They put up constant video and photo content and are really connected to their community in the comments. Their Instagram especially has grown so much recently because they have been consistent with their content and have really prioritized digital as the main avenue for them.
Red Bull is basically a media company at this point. They make an amazing consistent product and they also create variations of that product but they sell the product through all the media, sponsorships and sports events that they put on. They are involved in every single extreme sport and they have a stacked media library across the web including their Youtube channel.
CTM is a clothing brand that is taking the internet by storm this year. They are constantly releasing new quality clothing, posting daily content and engaging with their audience. They not only pay attention to timely trends but they take advantage of them with products and quickly agile promotion.
Gary has revolutionized the social media industry and has pushed more major brands into the space. He works with brands like Toyota, Chase, Pepsico, Johnson’s, Unilever, Hulu and more. Find more digital marketing tips and advice on his personal social media.
Whole Foods makes groceries fun by giving you fun recipes and content for what to do with the products you just bought at this store. They also use these channels to tell people about deals and sales while also giving them premium content to fill up those channels with media. Whole Foods uses a lot of the social media elements also in-store. Whole Foods is efficient with their content and you might see a social media post as an in-store promotion.
The legendary luxury brand has been on fire digitally this year. The acquired some new talent for their menswear line (Virgil Abloh from Off-White) and have altered their business model to include frequent product releases (almost daily) and constant content. I would highly recommend checking out what they are doing for content creation. LV is crafting their lifestyle online and you can take pointers from it by watching and apply some elements to your business. They are using every single feature and advantage online so you need to figure out how to do the same while also keeping your brand value.
WP makes sunglasses but is in one of the most monopolized industry. Luxottica owns more than half of the whole sunglass manufacturing market and they also own The Sunglasses Hut and other retailers too. To compete in such an industry requires agile, targeted marketing and that’s exactly what William Painter does. Their YouTube video ads are super high quality and really showcase why they provide a different product in every way. They go over materials, why they used them, the built-in features and more. Check them out and see more about their content on their Youtube or social media.
Fashion Nova is one of the originators of influencer marketing and have been incredibly successful sticking to their lane and continuing to dominate. Fashion Nova combines events, influencer marketing and social media content to create an ecommerce giant. You can take some tactics and apply them to your business so watch them and see how they convert people from social media to their website because it is pretty interesting. Fashion Nova’s website is inspired by social media buttons and layouts to give the customer a familiar feel if they just came from Instagram. #SuperSmart
Better marketing please,