In the world of digital advertising, new features, updates and releases never really stay all that new for very long, as there’s always something just around the corner. Therefore it’s crucial that you always stay up to date with the latest developments, and have your radar synced up with the online platform giants.
The silver lining is that at Akero, we like to share (and shout from the rooftops) what’s been getting us excited, because if we’re excited, so should you be.
The beauty of Lookalike Audiences
With the education space more competitive than ever before, it’s crucial that platform features and the resources available are always used to their full potential. Linkedin Lookalike Audiences were something, admittedly, left a little neglected. That was all changed when advertising one particular undergraduate course by using a website audience of 700 people to create a global lookalike audience of 5,600 LinkedIn members.
The tactic has quickly turned around some fantastic results through competitive CPLs and an incredible CTR of 2.55%. Something to celebrate when wading through competitive markets on Linkedin such as Australia, Canada and the United Kingdom. Although you can’t yet control the lookalike size or the source country, it is absolutely worth staying up to date with new platform releases and features.
Always ask the why’s
Every now and again, it’s good to test assumptions and question preconceptions. That’s exactly what we did when working with one particular institution on their Facebook ads. We’ve all heard of Facebook’s warning that if an image in an ad is more than 20% text, it will hamper delivery. But when so many live campaigns are seen on our feeds with lots of text in the images regardless, it was time to test the habit.
We went live with a variety of videos for five different markets with thumbnails sporting a whole lot of text (well, in Facebook’s world anyway). Not before long, Facebook issued it’s warning of affected performance, so the thumbnails were changed to no text variations. Very quickly, there was a dramatic increase in landing page views (our optimisation goal) for every single market. Cost per landing page view also decreased, which was excellent.
So the conclusion to the investigation is yes… Text in your images does matter, and moving forward, we have the evidence to support that claim!
Understand your audience’s behaviour and adjust accordingly
An American public research university set out to promote their STEM programmes with Facebook Link Post adverts, which lead prospective students through to a landing page to begin their applications. When looking at the 1 day click-through conversions, the tactic seemed to be slow in converting and not accruing the number responses desired.
However, it was then identified that the lead time for applications would be longer than enquiries, as it required further decision-making, and therefore the conversion window would need to be expanded to reflect this. Once broadening the click-through conversion window from 1 day to 28 days, we saw that 77% of our click-through conversions were occurring outside of the 1 day window and the tactic was, in fact, performing well.
Application tactics such as these, demand a change in approach in order to fully showcase the impact on an audience. By understanding the student mentality and how applications will naturally require more touchpoints and time, we gained a clearer picture of how many conversions this tactic was responsible for.