Does Paid Social Work? (A Case Study)

At some point, every marketer wonders: Does paid social work? With a solid social media presence, our quick-service-restaurant (QSR) client had a hunch social media ads were making an impact on their business, but they wanted to know for sure. They wanted to know if paid social was in fact driving customers into their 600 brick-and-mortar locations around the country day after day. Rather than continuing to trust a hunch or go with their gut, they took action and turned to Goodway Group to help match their social media performance to real-life business results. Here’s how:

Leveraging Facebook Store Visit Ads

Over half of frequent restaurant-goers turn to their smartphone first when deciding where to eat, so mobile Facebook ads are a perfect fit for this industry. Facebook store visit ads let you promote one, or a few, or all your physical locations (such as retail shops, restaurants, gyms or salons) in the same or different cities and include personalized content, such as sales and special offers, to boost store visits. These ads can each include custom info, such as an individual restaurant’s address, phone number, hours, and map. They can also include call-to-action buttons, such as Get Directions, so people can visit the closest nearby store. Most importantly, Facebook store visit ads match users who were exposed to an ad on Facebook and visited a restaurant location (for users who have opted in to allow Facebook to track their smartphone location) — enabling our QSR client to unmistakably tie back customer visits to their marketing efforts.

Using Hyperlocal Targeting

When it comes to traditional media planning, buyers know different parts of the country typically have different cultures and lifestyles that influence the effectiveness of their advertising campaigns. But in today’s digital and mobile world, we can take a hyperlocal approach to reach your ideal audience, wherever they are. Geofencing, a specific type of hyperlocal targeting tactic, creates a virtual perimeter to prospect new customers and increase in-store foot traffic for advertisers. It allows advertisers to reach people near specific latitude and longitude coordinates for your store locations. For other use cases, you can also use geofencing to target:

  • an audience for your upcoming event to help attract the right customers and boost attendance.
  • competitors’ locations to tell shoppers or customers why they should shop or visit you.
  • airports, hotels, museums, and other attractions to reach tourists who may have time on their hands and could visit if they knew you and were interested in what you have to offer.

In this case, we set up a three- to five-mile geofence around each of our client’s restaurants in more than 60 DMAs, with some cities having hundreds of individual locations. Our virtual perimeter then used the GPS information on mobile phones and apps to target and serve ads to anyone who crossed the geofence threshold, ensuring impressions were delivered to customers close enough to visit.

Putting Paid Social to the Test

Going with Facebook store visit ads can give advertisers measurable results. They show real-time measurement signals, such as info shared by people who have their mobile devices’ Location Services turned on and third-party satellite imagery and mapping data that show a physical location’s boundaries. What’s more, Facebook is able to estimate the number of times people visit locations after seeing ads one day, seven days, and 28 days after a person clicks on an ad. It’s also able to exclude store employees and those people who simply pass by a location. Drumroll, here’s the verdict: Paid social media does work. It is effective at driving more foot traffic and sales for advertisers with physical retail locations. In fact, by combining both Facebook store visits ads and hyperlocal targeting, we ended up generating more than 653,000 store visits for our QSR client at an average cost of $0.61 a visit! We got this added bonus too. Facebook was able to track customers’ attributes and behaviors – such as age, online activities, and customers’ distance from a restaurant location when they saw the ad. Through the campaign, our client could better understand their ideal audience and use that information to enhance targeting on future campaigns. Are you still wondering if paid social media is the right channel for your advertising dollars? Stop guessing. Work with us, and we can help you implement the right paid social strategy for your business.

Top 7 Data Strategy Acronyms Explained

We’ve all learned the life lesson that there can be “too much of a good thing.” Although some would argue it’s much less addictive than candy, data has the potential to fall into this same category as the amount we have at our fingertips would have been unimaginable 20 years ago. So, it’s no big surprise that data is one of the fastest growing segments in advertising, but with this explosive growth has come a dictionary’s worth of terminology and data strategy acronyms to learn. Understanding what people are talking about when they start dropping the alphabet soup in conversations can make all the difference in becoming an expert on data strategy. Let’s start with the basics. Get access to all the data strategy acronyms you need to know now; but fair warning, you might become a know-it-all after reading this blog post.

Data Strategy Acronyms: Learn the Lingo

California Consumer Privacy Act (CCPA)

Passed by U.S. legislators in June 2019, the CCPA establishes new privacy requirements for businesses that operate, buy, sell or receive consumer information in California. CCPA requires organizations to provide transparency in how they’re collecting, sharing and using consumer data. As part of the law, consumers can specifically request this data, and companies must be able to provide it in a digestible format.

Customer Data Platform (CDP)

A marketer-managed system that creates a persistent, unified customer database, and this database is typically accessible to other systems. A CDP:

  • Makes data selections based on a specific customer identifier (e.g., email address).
  • Persistently stores date/time.
  • Stores data in a single place.
  • Allows for more flexibility when building customer audiences.
  • Is used to enhance and mature your relationship with the customer.

Customer Relationship Management (CRM)

Prospect or customer information collected is typically managed in a CRM system. This data is often referred to as CRM data. This first-party data can include both offline data (e.g., customer data ranging from coupon mailers to loyalty cards) and online data (e.g., customer data from online activities ranging from website visits to online transactions). Both the offline and online data can contain PII (e.g., name, email address, phone number, etc.). We often get questions from clients about how their CRM data stacks up. The good news is that regardless of where your customer data comes from or the shape it’s currently in, we can always help you leverage this data, or help understand how to grow your CRM data to make your people-based marketing dreams a reality.

Data Management Platform (DMP)

A unifying platform to collect, organize and activate first-, second- and third-party audience data from any source, including online, offline, mobile and beyond. The DMP pushes audience data to other platforms, such as DSPs, SSPs and ad exchanges to facilitate targeted advertising, personalized messaging and content customization. A DMP can create fuller customer profiles by centralizing data sets that otherwise would be siloed. Then by linking your DMP into a DSP, you can boost advertising ROI and more accurately target the right person with the right message.

General Data Protection Regulation (GDPR)

European legislation that aims to ensure protection and privacy for all individuals within the European Union by imposing rules on controlling and processing PII. GDPR seeks to standardize data protection laws across all 28 EU countries. Under GDPR, the definition of personal data was extended to include pseudonymous data (e.g., online identities, IP addresses and mobile device IDs). This requires companies to gain approval from European customers to collect, use or share their data for advertising purposes. It’s important to note that while the road to GDPR compliance has been challenging for some companies, it has had positive impacts on the industry, too. The new regulation increases transparency and requires companies to review their data handling and processing procedures – which is just good business all around. And while GDPR is still in its infancy, there is good reason to celebrate and embrace the new level of cooperation it achieved among ad tech stakeholders.

Health Insurance Portability and Accountability Act (HIPAA)

A U.S. regulation enacted in 1996 that strictly governs how patient records are handled and shared. HIPAA seeks to guard the privacy and security of certain medical information pertaining to an individual. At Goodway, our employees are all HIPAA-certified and are required to get recertified every two years. This ensures we have a firm understanding of patient privacy and can diligently follow all regulations. We keep patient data secure and anonymous because we use a secure hashing process to anonymize hospital CRM data before targeting it, then delete that data when a campaign is over.

Personally Identifiable Information (PII)

Information included in any data set that allows for the resolution of the real-world identity of the data subjects. In everyday terms, PII is data used to identify a particular person (e.g., name, email address, Social Security Number or personal IP address). PII is extremely useful for marketers who want to better segment, target and advertise to customers. This information helps you identify individuals online so you can apply more relevant messaging to your ads. Now that you have the top data strategy acronyms in your arsenal, are you ready to learn all the lingo? Download our data strategy glossary for all the essential definitions you need to know now. Or if you’re craving sweeter results from your digital marketing efforts, talk to one of our experts to learn the best recipe for capturing, enhancing, managing and activating data in your marketing strategy.

Digital Marketing News Roundup: November 2019

Are you on top of the latest digital marketing news? Scan our expertly compiled list of the most interesting headlines of the day below. Then, read the articles that most interest or impact you:

Nielsen now can measure U.S. Amazon Prime video streams via TVs (including connected and smart devices) through its Subscription Video on Demand Content Ratings solution. Having this new Amazon streaming data benefits both networks and studios because they can learn more about the content they produce – who’s viewing it, how it’s being consumed, and how it’s performing. “This is a significant milestone for Nielsen, especially considering the upcoming high-profile streaming service launches,” Brian Fuhrer, SVP, Product Leadership, Nielsen said. “We think the addition of Amazon Prime Video will allow rights owners an added ability to understand both the size, as well as the composition, of their streaming audiences relative to other platforms or programs.” He continued, “Beyond that, making this enhancement re-affirms our commitment to continuous improvement and to being the one media truth of an increasingly fragmented video landscape.”

In his recent AdExchanger column, our president Jay Friedman discussed 30-second TV spots and how he believes their cost-per-point (CPP) and cost-per-thousand-impressions (CPM) growth rates will continue to exceed inflation. Jay said he thinks nothing is better than TV when it comes to supply and desirable format, though other video options abound today: “Time spent watching live-plus-time-shifted TV has steadily fallen since 2010,” he said. “Sure, that lost time has been replaced and even augmented by video on other devices, but six-second buffer ads and skippable video don’t have the same impact of a 30-second, full-screen, uninterrupted ad right in the middle of desirable content.”

According to eMarketer’s latest U.S. spending forecast on search, Google will continue to remain the major player in search, but its share and revenues will likely fall while Amazon’s, among others, will rise over the next two years. For instance, Google will have a 73.1% search market share by the end of this year but will only hold on to 70.5% of the market by 2021. (In other news, find out how Google’s new search metrics will impact your ad campaigns.) But Amazon’s share – though much smaller – is likely to be 12.9% this year and is expected to grow to 15.9% by 2021. What are Amazon’s key strengths that nab more market share? Nicole Perrin, eMarketer principal analyst, said: “Amazon’s ad business has attracted massive increases in spending because advertisers can reach consumers during product queries, a time when they’re ready to buy.” She continued, “Amazon has also rolled out better measurement and targeting tools, making it even more attractive for advertisers.”

Google will no longer be relying on cookies in Display and Video 360. Instead, it’s taking a new approach to ad frequency control, which could also roll out to Google Ads in the future. The new feature will use machine learning to analyze traffic patterns when third-party cookies are available and build models to predict patterns when a cookie isn’t present. Rahul Srinivasan, Google’s product manager for ads privacy, said, “This allows us to estimate how likely it is for users to visit different publishers who are serving the same ads through Google Ad Manager. Then, when there is no third-party cookie present, we’re able to optimize how often those ads should be shown to users.”

The latest version of Apple’s Safari browser is thwarting publishers’ paywalls. Now, when private browsing mode is on, users can get an unlimited-access pass to paywall content since publishers can’t detect or monitor just how much users are consuming. Though, publishers aren’t sure how Apple’s privacy update will impact business yet, they are concerned, especially since it’s already a difficult task to get paying subscribers. “This will lead to a hard paywall for all readers and also make it more difficult to monetize content,” said Danielle Coffey, SVP of strategic initiatives at the News Media Alliance. “While we’re interested in protecting our readers’ privacy, we still need a return on our investments to sustain quality journalism.” Huge shifts in the digital media industry are happening every day. The news keeps coming, never slows, never stops – no matter how much you would like it to for a while. But you don’t have to will it to stop to catch up. The simple solution? Follow our blog to get the expert opinions and insights you can trust on the digital marketing news, trends, and topics of the day that are most relevant to you. Or contact us. We can help boost your knowledge and find the right solutions and tools to get you and your business on the path to success.