It has been said that it’s the job of media to get in front of the right customers and creative to inspire action. As Facebook targeting has grown sufficiently sophisticated, it’s now focusing on empowering advertisers with the tools they need to deliver more effective creative.
To maximize returns on Facebook, advertisers must think holistically about how targeting and creative work together to provide a more relevant and compelling experience for a given audience. With that in mind, we’ve come up with these 5 tips for using data to improve creative.
Segment your audience by affinity
To stand out in a crowded marketplace, it’s important to really tailor creative and messaging around topics or personas that are going to evoke an emotional response. That means zeroing in on interests and affinities that exist among segments of your target audience and crafting an experience that will grab their attention as they scroll through their newsfeed.
A great way to do that is to identify which affinities exist in your target audience. Appnique’s affinity analysis allows advertisers to research the user base of any app, see which apps are closely related based on affinity or functional similarity, and build interest audiences.
Once you have identified interesting affinity clusters, you can use those interest audiences to build highly relevant experiences that exploit the insights you gleaned from your analysis.
Focus on your headlines, text and creative.
The interests you use to target an audience should be reflected in your headline and text for any Facebook ad. For example, a commerce brand whose affinity analysis uncovered an affinity overlap with users that download and use deal aggregators may want to focus on sales and discounts in their headline and lead with creative that focuses on the merchandise.
That same brand may want to run a separate add targeting a high affinity segment that shows a preference for luxury name brands and lead with brand names in their headline and creative that emphasizes lifestyle.
Regardless of what an affinity analysis reveals about your target audience, ensuring those insights are integrated into your headlines and text is crucial for maximizing your return on ad spend.
Research app stores
Perhaps the most underutilized source of creative inspiration and messaging ideas are the app stores. While you may have done a little research on your direct competitors, you probably haven’t researched apps base on an unexpected affinity-overlap segment.
We recently analyzed a series of popular shopping apps and discovered a strong affinity to casual gaming apps. The next step in understanding how to capitalize on an original insight that such a correlation exists is to understand how the specific casual games position themselves in the minds of consumers. Analyzing the use of creative, headlines, and messaging in the app store can help you draw conclusions about why a correlation might exist
For the sake of this example, assume the similarity in a shopping app like LetGo and a simple puzzle game involves instant gratification. Whether that gratification comes from advancing the next level of Candy Crush or endlessly scrolling to discover new merchandise.
To engage this segment, an add that emphasizes the diverse variety and volume of merchandise on a shopping app might do better than one that focuses on any particular product category.
Test, Test, Test
Data alone is not enough to significantly improve your campaign. You must Form a clear hypothesis from the data, document it, set up a test and then analyze the results until you find the formula that is going to work best for your brand.
There are always going to be several variables at play, but if you can root your decisions in data and solve for the remaining variables one at a time you have your best chance of success.
Get the right tool for the job
The foundation of each of the strategies above is contingent on identifying high-affinity segments that exist in the market. Identifying those segments takes real data and targeting users in each segment once it’s identified is a whole separate challenge.
Appnique analyzes data from app stores, the web, and social media to uncover high-affinity segments and then maps them to precise Facebook interests where they can be reached. With plans starting at just $99 a month, advertisers in organizations of every size can beef up their Facebook advertising strategy and begin accelerating growth immediately.