How to Maximize Your Mobile App Marketing with Social Media


Long days. Even longer nights are behind you. You and your development partners have created the app of your dreams and one that you hope will be a smash hit on Google Play and the Apple App store.

You’ve done your homework. You’ve studied your target audience. You’ve created what you feel is the ultimate onboarding experience. You’ve beta tested and you feel like your app is finally ready to launch. What next? I hate to break it to you but your work is not done yet! Now starts the fun part.

Essentially, what you want to create is demand for your app. You want to drive people to download and then stay. Most app developers and your typical “appreneur” think that mobile advertising such as “in-app ads” is the way to go in order to build that audience. But, there are better ways to drive app demand. Let’s find out.

Think about it this way – there are millions of apps on each app store. You’ll have to find a creative way to bypass all that noise. One way is to utilize social media. This method is for the most part free and is available for big players and small startups alike.

Below I will provide you with my tips and tricks on how to push your mobile app via social media and how to maximize your marketing efforts.

Content is king

In order to create the best social media campaign and grow your app’s visibility, you must first  concentrate on creating good content. And I mean, lots of it!

Develop content that will keep your target audience engaged. For example, if it’s a cooking app that you’re promoting, then perhaps you should create content that revolves around some of the best recipes out of Europe, tips by the best chefs, an announcement of a contest inviting the best organic pizza recipes, etc. Time to get creative!

Content is king

Another option is to create cool engaging videos, similarly to what Angry Birds do on their YouTube channel. This ultra-popular gaming app took YouTube by storm when they’ve created a bunch of funny and engaging videos, providing viewers with sneak peaks to “behind the scenes”  edits as well as video stories that expand the game universe and are exclusive to YouTube. Check out this video for example:

These videos will make you want to download the app and try it for yourself. You can also create fun and quirky introduction videos for your app. The idea is to get people excited about your app without pushing it too hard. Then, with the right call to action, get them to download. Promote this video content via the most popular channels like Facebook, Twitter, Instagram, LinkedIn, Reddit, etc.

One way to make your video (potentially) go viral is by tying it to one of the most popular videos on YouTube. Take Despacito by Luis Fonsi, for example:

This video has over 5 billion views. You can tackle this by getting creative and making a parody video of Despacito. Remember that this video will have to somehow tie in  your app and a call to action.

The core of making a good viral video is to keep things simple, inspire viewers and play with their emotions. Wow them with your messaging and make them hit the share button as soon as possible. This will (hopefully) increase the interest in your content, and as a result- generate more interest in your app. The bigger the interest is, the bigger the potential downloads is.

Get influencers on your side

Moving forward with content development: people love getting app/software recommendations from friends and family. They (rightfully) feel like this is the most credible source they have.

On the same note, getting a prominent YouTuber like Marques Brownlee or Linus Tech Tips to review your app will not only provide your app with huge visibility, but this will also provide potential customers with a credible and powerful recommendation from a “know how” authority. Here’s an example:

Here’s another cool example of using an influencer to showcase your product in the most credible way while also sharing a case study. Evernote, a super-popular productivity app is using Klaus Badelt, a well-known Hollywood composer, to shed a light on how he uses the app to collaborate when producing films. This is another great way to use influencers to expand your reach. After all, it’s Hollywood we’re talking about!

In short, utilizing the right influencer for your product will ensure your messaging gets to the right ears (your target audience). Matching your product with the perfect influencer (not necessarily the most popular) who’ll be as passionate as you are about your product, could significantly increase your reach and visibility.

Facebook isn’t the only platform you should be utilizing

Start your social media adventure by creating a strategy which includes these key elements:

  • Define your messaging
  • Tone of voice (how do you want to come across – professional, fun, sophisticated, etc.)
  • Target audience and where can you find it online
  • Competitors and their social initiatives
  • Design language
  • Budget

Once you have your social media strategy developed, you can get started by setting up the company accounts on each of the platforms you find relevant for your product. We recommend posting neutral content at first and to take this time to connect with key influencers in your app’s niche.


Go visual with your social media marketing! With smartphone cameras getting better by the minute, and new visual trends like AR (Augmented Reality) taking over almost every social media platform, the shift is definitely here- more people use visually-based social media platforms like Instagram, Snapchat, Pinterest, etc.

With over 800 million monthly active users on Instagram, this is by far the biggest visual social media platform out there. Having a presence here is something you should definitely look into.

Instagram will encourage you to take your content to a new, young and vibrant direction.

It can either be posting photos/videos/stories showing your company culture and vibe, videos showing the value of the product, or anything in between. Remember that the vast majority of Instagram users are in the ages of 18 to 29, then followed by 30-49 (max). Thus, adjusting your content to match this audience is essential.

One way to utilize Instagram to its full potential is to get influencers that share the same target audience as you to talk about your app. You can go about it by setting up a giveaway or a contest and collaborate with this specific influencer you find relevant.


Is definitely the youngest and the most niche of the bunch, but it’s got great potential. Quora is basically a Q&A (questions and answers) platform. People can either ask questions, answer questions or just browse discussions and topics. There’s an upvoting system in place. Similarly to how Reddit works, questions, topics or answers gain popularity and visibility based on the amount of upvotes they’ve earned.

Subjects and topics can be anything between music, sports, tech, marketing and even tattoos.
However, it seems like most of Quora’s users are interested in gaining powerful B2B insights and discover new tools to help them grow. And this is exactly where your product steps in.

First, you have to choose someone to represent your company on Quora. Yes, it is recommended to use real names, job titles, etc. Then, find relevant questions/discussions in your space that you can answer. Try finding popular threads that get a lot of attention. These are the questions that get the most views and hold the most traffic potential.

After finding the right question, write a thorough, detailed and professional response. Make sure you really do answer the question and provide users with great value. Then, tie-in your app to the rest of your answer and make sure to add links to the relevant pages in your site (blog posts, eBooks, download page, etc). From there, it’s all about getting your answer upvoted. The more upvotes, the higher it’ll rank on the page, and the more views/leads you’re going to get.


Is a great platform for networking and “shoutouts”. The great thing about Twitter is that it allows you to basically reach out to almost anyone using the platform by tagging their handle, mentioning them in your tweets or as a reply to an ongoing public conversation.

Twitter used to be very challenging when it comes to content creation, since the platform had a strict character limit for each tweet, but this is no longer the case. Yes, there’s still some limitation but it’s nowhere near the early-days “one-liners”. Getting influencers in your space to retweet your posts or participate in a conversation could have a huge impact and allow you to reach a massive audience in no-time.

Twitter now allows brands to “boost” their tweets via a paid campaign which will ensure increased visibility and potentially higher engagement rates.

You can also “growth hack” twitter by using third party tools like Mention or Slack to notify you whenever someone is tweeting about your product, or about a specific keyword you set. This allows you to “strike the iron while it’s hot” and engage with potential users or influencers at the best timing.


With hundreds of millions of users, Facebook is still a powerful social media channel in which you can promote your content. Having a digital presence on Facebook is not only great in terms of SEO and content distribution, but it’s also a free and easy way to gain user feedback, credibility and generate  buzz. The idea here is to post content that your target audience can relate to. The key is to tie in your app or your app space without being overly “pushy” or “salesy”. Encourage users to share your content by providing them with great insights, tips and tricks which they, and their friends can find useful.

Your page might not have a lot of followers to start off, and that’s OK. Gain your following-base by connecting other Facebook users, both personal and brand profiles, interact with them and have them follow you. Another way in which you can gain followers and interact with other Facebook users is Facebook groups. Find the groups that are most relevant to your niche, participate in discussions from your personal profile and tie in your app when the timing is right.

Nowadays, unfortunately, Facebook is slowly but surely killing its organic reach for pages. This means that a company page posting organically (non paid content) will only have its posts appear on a relatively low number of Facebook feeds. Organic reach on Facebook is a whole new topic we can discuss for hours, but your biggest takeaway should be – if you really want to reach the audience you’re looking for on Facebook, you’ll probably have to pay (promote content).

Additional tips and tricks

1. Incentivize

Give your users another reason to share!

See how Booking does exactly that with their referral/share program.

2. Sharing within the app

Provide users with as many in-app sharing options as possible.

See how Google does this brilliantly on their Maps app, allowing users to share the location/attraction with other users in multiple ways.

3. Show your followers that you recognize them

One of the easiest and coolest ways to show your followers that you care, is to feature their content on your social channels. It could be a photo they took, a video where they talk about your app, an achievement they’ve been able to accomplish with your app, a screenshot, etc.

This method is called “user-generated content” and not only that it shows appreciation to your followers, but it can also work as a powerful, credible “case study” or recommendation.

Evernote user-generated content

4. Schedule and monitor your posts

Utilize 3rd-party social media tools like Hootsuite and Buffer to schedule your posts and measure your most important social KPIs.

5. Visuals

Create stunning graphics, videos, GIFs and infographics to grab users’ attention. Utilize great free graphic tools like Canva and Unsplash. At the end of the day, we (humans) are visual beings and thus, we tend to grasp ideas and messages that are visually delivered more easily.

importance of visuals

Pro Tip #1: Keep users on the app highway

Making sure users come back to your app again and again should be your top mission.

Your app’s onboarding is one of the best ways to keep users returning and to keep retention numbers green. The onboarding experience can be compared to an entry ramp on a highway, providing your first-time users with a smooth glide into their usage routine.

Succeeding in this phase is imperative to having users come back for more.

Downloads ≠ active users! If people have downloaded your app thanks to your social media initiatives, that only means they’ve found some interest in it. This phase (onboarding) can spell glory or disaster for your app. That’s where you need to invest more efforts to monitor the user experience and user behavior: see where users spend most of their time, where they drop off, how and where they interact with the app by tapping, pinching and swiping.

Pro tip #2: Optimize the user experience with actionable data

You can always refine and optimize your app’s onboarding experience by using a qualitative mobile analytics tool. Such tool will provide you with actionable insights regarding your users’ actions and will shed a light on why things are happening rather than what is happening.

Qualitative analytics , unlike traditional analytics, is all about understanding the user’s behavior. It will provide you with features which will  allow you to observe users’ interactions with your app and learn about their preferences. User experience (UX) encompasses all aspects of the end-user’s interaction with your app, and thus, can only be measured and optimized via qualitative analytics solutions. All your social media and marketing efforts are worth nothing if your app’s UX doesn’t meet the same standard.

Guest author:


EZ Magic Video – Choosing Built-In Spokespersons To Create Advertising Videos


Imagine if you had the power to put together Human Spokesperson videos where you could actually direct what the all-human spokespersons say… We are talking about having your own professional spokespersons, practically on demand, so that you can build your own video scripts, line by line, by choosing from literally thousands of options, and create professional looking videos, in 90 seconds or less…

And of COURSE Todd is one of them! We wanted to find a way to truly give you the freedom to create practically any video that you want, using an actual live spokesperson, without having to hire a professional person to record it for you.

This is a brand new cloud based video creation system, that is going to change the way you create and sell customized videos. The videos won’t be the same. Each video will be created from 1,000’s of clip choices, resulting in unique content. The music selections and the backgrounds will be different. The length of the video will vary with the intros and outros that are used — or not used. Therefore, all these differences make the videos unique in the eyes of YouTube.

You are receiving access to EZ Magic Video, along with 1,000’s of clips, 60+ backgrounds, 60+ music tracks, detailed training, and more.Don’t miss the launch party webinar for this new-age software. Todd Gross and Matt Bush (the product creators) are giving away free training, going over the product in depth, offering free copies of EZ Magic Video, and one special person will even win a GoPro!

EZ Magic Video Review

This comprehensive app allows you to select from thousands of clip templates. And besides the ability to opt for the character you like, you can also edit the scripts. In other words, you can make the scripts go in anyway you want.

As you have the full control on the spokespeople, you can decide what they will say. And what really makes EZ Magic Video worth its weight in gold is that the spokespeople will say exactly what you scripted. It’s “line-by-line” correct.

All the videos produced by this software have the High Definition quality. This means that you can use them instantly for any of your campaigns. They are all ready to sell, and the price is up to you to decide.

There are 6 human spokespersons under 2 parts: General Marketing and Local Marketing.

General Marketing: Including affiliate marketing, closings, creating and selling digital products, crypto currency, ecommerce, ecommerce software, email marketing, facebook ads, facebook marketing, fillers, general marketing, Instagram, intro, list building, making money from Amazon, making money through PLR, membership sites, MLM marketing, proof, scarcity, selling T-shirts, the offer, traffic generation, transitions, with motion, youtube marketing.

Local Marketing: Including accountant, auto dealer, child custody, chiropractor, closings, computer repair, cosmetic surgery, credit repair, dentist, fillers, fitness trainer, hair salon, home remodeler, HVAC, locksmith, painter, personal injury attorney, pest control, plumber, real estate, roofer, selling commercials, SEO, social media marketing, transitions, water damage restoration.


This is super simple video tool to use, you don’t need any technical skills. There is some training videos inside member area for you but you know we even don’t need to watch them, we can make a video easily like below:

The ease and simplicity of creating your own video without having to buy it from FiverrUpwork or some other source is amazing!  For years, this is what I done to have video just like these made and it would cost about $50 for each one plus 2-5 days.  Now, you can get one created in about 10 minutes exactly the way you want it


9 Quick Tips to Significantly Improve PPC Performance


PPC advertising is arguably the most effective form of online marketing.

As the name suggests, it works on a pay-per-click basis – in other words, when ads are clicked on by a user, the advertiser pays a fee to Google.

Pretty simple, right? Not only can PPC advertising bring targeted and qualified traffic to your website, its method is consistent and scaleable. Achieving success using PPC advertising is simply a matter of optimizing your PPC campaigns efficiently and avoiding common PPC mistakes.

So, in this article, I am going to teach you all the tips and tricks involved in optimizing your PPC campaigns.

1. Define your goal

Everyone needs a goal, so does PPC advertising.

Without a definite and measurable goal, you cannot optimize your PPC Campaigns.

Your campaign goals are the foundation of your optimization process.

That is why you need to ensure that you have a roadmap to follow before starting with PPC advertising.

It is important to remember that you should have measurable PPC campaign goals because only then will you be able to know if you have attained your goals or not.

Do you want to drive more traffic to your site or do you want to maximize leads, sales, downloads and subscriptions?

The optimization process of your PPC campaigns depends on the goals you are trying to achieve

After defining your goals, you will be able to compare your campaigns and see if you have reached the desired level or not.

2. Focus on high-performing keywords

To optimize your PPC campaigns, you need to check the performance of your keywords. Since they are the building blocks of all PPC campaigns, it is very important to keep a check on them.

After reviewing your keyword’s performance report, you can actually see which keywords are the best performers and are actually paying you back.

Your top-performing keywords are the ones that bring more business for you, hence you should focus on these keywords.

One thing to remember here is that just because some keywords are performing the best does not mean that you should let them run on as they are.

Keep introducing changes at the bidding strategy of these keywords. By doing so, you can trace out the optimal bid for each of the keywords.

The quality score is the performance indicator of your keywords so keep checking the quality score across all keywords to check which keywords are consistently top performers.

3. Filter out low-performing keywords

While on one hand there are keywords that are exceptionally good and top performers, on the other there will always be keywords that do not perform that well and hurt the performance of the entire campaign.

These keywords do nothing when it comes to getting traffic or conversions and additionally waste your advertising spend.

After analyzing the performance of your keywords, pause the keywords that are not performing well, i.e., not generating impressions, clicks or conversions.


There are different types of non-performing keywords.

First, there are keywords that have no impressions.

These keywords play a primary role in wasting your ad spend. If a keyword isn’t capable of generating impressions, it means that users are not searching for it.

The first option to fix these keywords is to wait and check the performance of the keywords in a week, and if their performance shows no improvement, you can go ahead and delete them.

Secondly, there are keywords that have impressions but no clicks.

An impression occurs when the user’s search query has at least one of your keywords, causing your PPC ads to appear. However, clicks occur when the user finds the ad relevant to his or her needs and clicks on it to get redirected to your landing page.

If the keywords have a lot of impressions but few or no clicks, that means that your keywords are lacking relevance.

The solution to this problem is to ensure that your keywords are carefully targeted so that when a user searches for you, you are showing them an ad that clearly correlates with their search query.

Lastly, there are keywords that have clicks but no conversions.

If you are getting a substantial amount of clicks but no conversions, this means that either your PPC campaigns are improperly managed or your website is lacking the necessary elements to generate more conversions.

The initial step to check why your clicks are not turning into conversions is to analyze your PPC campaigns. To identify the main issues which are preventing conversions, you can review a number of factors within the campaign.

  • You can check the Search Query Reports in AdWords to find the root cause
  • You can check your website to look for more reasons for the non-conversions
  • You can analyze and check the design, Call-to-Action and landing page

Always ensure that your ads are directed towards a landing page and not your homepage.

There may be other reasons that your keywords are not performing beyond these. Perhaps the bid of the keyword is not high enough – or the search volume of the keyword is too low. It could be that the keyword lacks relevance or the match type isn’t appropriate.

Either way, to avoid losing money, you need to track the performance of your keywords.

4. Create a negative keyword list

Negative keywords are important keywords that save your ad budget by preventing your ads getting triggered by irrelevant search queries. They help you to make sure that your ads appear only in front of those who are actually looking for your offer.

Negative keywords give you a chance to filter out any unwanted traffic and save some dollars that otherwise would have been wasted by the irrelevant clicks.

For example, if you sell New Laptops, you might create ads using New Laptops as your keywords. But your ads may get displayed to users searching for Old Laptops, Repair Laptops and Second-Hand Laptops.

Since you only sell New Laptops, not Old, Repair or Second-Hand Laptop, getting triggered to these ads is not helpful and will bring in no returns.

Thus, to save your ad budget you can add Old, Second-Hand and Repair as negative keywords.

After adding these negative keywords, your ad will only get displayed for a search query that is directly correlated with your targeted keywords. Apart from saving your ad spend, negative keywords can also improve your PPC campaigns  by increasing your click-through-rate (CTR), conversions and quality score.

Because the negative keywords make the ads more targeted and focused, the clicks that are generated are more conversion-oriented, and when your CTR and conversions rise, your cost-per-click reduces thus improving your overall quality score.

5. Optimize your keyword bids

After selecting your top-performing keywords, creating your negative keyword list and culling your non-performing keywords, the next step is to adjust your keyword bids so that you stay in the competition.

Bid optimization depends on your marketing strategy and varies from one campaign to another.

Let’s now discuss the bidding options that improve the performance of PPC Campaigns.


(I) Manual Bidding is the best option for optimizing bids.

As the name suggests, you can make bid adjustments manually.

These type of adjustments give you maximum control when it comes to bidding and you can also make swift changes as and when required.

You can get very granular with your bids through manual bidding. Manual bidding also ensures that the bid adjustments are in effect without any delay. As online marketing is dynamic and changes frequently, you can always react to changes in your bidding strategy.

(II) Target cost-per-acquisition (CPA) Bidding

Target CPA Bidding strategy sets bids at the target CPA so that you get as many conversions as possible.

It automatically optimizes the bids and offers bidding abilities that tailor bids for each auction. You can use Target CPA Bidding in a single campaign or across multiple campaigns, ad groups or keywords.

By using the historical information of your campaigns, Target CPA Bidding automatically finds an optimal CPC bid for your ad when the ads are triggered. You may risk the possibility that some of your conversions will cost you more than the targeted CPA while the others will cost less.

In this case, AdWords will try to keep your Cost per Conversion to the targeted CPA that you have set.

For example, if you choose a Target CPA of $20, AdWords will automatically set your CPC bids to try to get you as many conversions at $20 on average.

(III) Target ROAS Bidding

This lets you base your bids on your targeted Return On Ad Spend. Targeted ROAS Bidding helps you get more conversion value.

Just like Target CPA Bidding, you can use Target ROAS Bidding in a single campaign or across multiple campaigns, ad groups or keywords.

By using your reported conversion values that you get through conversion tracking, AdWords predicts your future conversions and related values, then it sets a maximum CPC bid to maximize your conversion value.

With Target ROAS Bidding, AdWords tries to keep your conversion value equal to your Target ROAS.

For example, if you set your target ROAS to 400%, AdWords will automatically adjust your bids so that you can maximize conversion value while reaching your target ROAS.

6. Create compelling PPC ads

The ad copy is the first point-of-contact between you and your potential customers. As the saying goes, the first impression is the most important impression, so make sure that your ads are compelling and engaging.

Create distinctive ad copy to attract more and more potential customers. This involves creating attention-grabbing headlines. Most people browsing online only scan the screen and focus on the headline so make sure it describes your product/service in an enticing way.

You should also make your ads specific and relevant – do not beat around the bush, just be concise and get to the point. Moreover, avoid using irrelevant words and include those words only that adds value to your product/service. Highlight the unique selling proposition and include a strong call-to-action (CTA).

A good CTA measures the effectiveness of your PPC campaigns and also increases the CTR.

While creating a CTA, avoid the use of generic phrases like ‘click here’ and instead use phrases that convince the users to click the link and complete the desired course of action.

7. Put in ad extensions

Ad Extensions are the ad formats that show additional information about your product. When you show extra information about your products, you help your customers get to know you and your products in an optimal way.

Ad Extensions also improve your visibility, increase the CTR and improve the overall ROI.

To ensure that your PPC campaigns benefit from the Ad Extensions, you need to choose the right Ad Extension:

  • Sitelinks Extensions are the additional links in the ads that direct visitors to reach their desired location on your website. These extensions provide links to additional landing pages to give more specific options.
  • Call Extensions allow visitors to call you with the help of just one click. This makes it easy for your potential visitors to call you.
  • Location Extensions improve your ads by displaying your physical address, contact number, and a map to show directions to reach out to you. They make it easy for local customers to reach out to you quickly.
  • App Extensions come in the form of links just below your ads, and direct the visitors to the App Store or provide a download link of the app.
  • Review Extensions come from online reviews, which online customers are proven to trust and turn to.

8. Make ad-specific landing pages

Your ad copy and landing page are complementary to each other.

The ad copy will work at its optimum level only if it is aligned to its relevant landing page.

It’s therefore important to write the ads while keeping in mind what is being offered on the landing page.

Some advertisers make this mistake of either directing visitors to the homepage or creating a generic landing page for all ads in the campaigns.

Align your ads to your landing page as both of them correlate to each other.

Make sure you highlight the benefits, features and the USP in your landing page that you mentioned in your ad copy to ensure consistency.

9. Conduct A/B testing of PPC elements

A/B Testing is a process which is omnipresent on every level of PPC campaigns, whether in the keywords, ad copy or the landing page.

A/B Testing is a critical part of PPC campaigns because it makes your ads more relevant.

To test your PPC Ads, you need to decide which of the following elements of the ad to test:

  • The headline
  • Description
  • Link
  • Keywords
  • Ad Extensions

On the other hand, to test your landing pages, you can choose any of the following elements to test:

  • Design
  • Headline
  • Images
  • Benefits and features
  • CTA

Since the PPC space is forever changing and evolving, you should regularly use A/B testing to test your bids, keywords and ad groups to identify which keywords are performing best, and which bit of ad copy is increasing your conversions.

A key thing to remember while conducting A/B testing is that you should test only one element at a time to get proper results because if you test multi-elements simultaneously, the end results will be convoluted and indeterminate.

A/B testing should be considered as a performance booster process to optimize your PPC campaigns.

Final thoughts

Never forget to track and monitor your PPC data and results.

PPC requires constant monitoring to give it the best possible outcome, and the beauty of this marketing approach is that you can see every part of where your expenditure is going if you take the time to look.

The data that is recorded by conversion tracking gives you an insight of the performing and non-performing metrics so that you can optimize them for better performance. Conversion tracking is not a one-time activity – make it a constant so as to improve your conversion rates.

To stand out from your competitors, you really do need to have that urge of doing better every single day.

Hopefully, by taking these optimization tips into account, you can effectively improve the performance of your PPC campaigns and enjoy better results.

Guest Author: Dinesh Thakur is the co-founder of Ads Triangle, which is a Google Partner and Bing Ads Accredited agency. He has 7+ years of experience in pay-per-click marketing. Dinesh has helped hundreds of businesses to grow their revenue through PPC. He has expert skills in Google Adwords and is passionate about all things digital.

The Surprising Shift That Is Changing The Way Brands Deliver Digital Campaigns


In January, Dollar Shave Club began its bid to crack the UK market by launching a TV ad campaign. The mail-order razor company’s success stemmed from a brilliant YouTube video that went viral in 2012, generating growth that, four years later, led to a $1 billion buyout by Unilever.

Now part of a multinational conglomerate, Dollar Shave Club’s advertising is taking a more traditional media buying route. At a time when many other businesses are reducing their dependence and spending on traditional media, this move by content marketing’s poster child feels like a backward step.

The media buyer is no longer king

Advertising used to be simpler. With only so many billboards, magazines, and TV ad breaks, much of a campaign’s success depended on securing the right media placement. This made media buying your biggest expense and the typical budget split between media and the production costs of the ad you wanted to place was 80:20.

If spending just 20% of your campaign budget on production seems low to the modern marketer, it’s because the content landscape has changed dramatically. According to former PepsiCo president, Brad Jakeman:

“20 years ago, brands created four pieces of content a year, each taking about four months to make, with a budget of $2 million. Nowadays, brands are pushing out more like 400-4,000 pieces of content… four months has changed to four days to four hours.”

With more emphasis on earned media and using data to discover cost-effective ways of reaching highly-targeted audiences, businesses today are pushing the media vs production ratio towards a more even split. The most innovative advertisers, who focus more on digital than TV, are now in the 55:45 range.

A major reason for this shift is that advertisers now have access to a vastly increased number of ways to reach specific customers. This requires a firehose of data-driven creative content that you can personalize, test, refresh and reuse across a range of channels. The more even split between media and production also demonstrates that creative content is no longer the add-on to a media buying strategy. The creative and the data now both inform and influence each other equally.

The traditional agency and media buyer model remain relevant for producing and launching big TV campaigns. But creating and managing dynamic, everyday ad content is often left to in-house marketing teams, who are typically under-resourced and lack the skills to produce successful content efficiently.

BONUS: What’s next in terms of figuring out what makes great ad creative? We’ve put together a free Cheat Sheet to help you ensure your creative drives better Facebook Ad Results. Get your hands on your free copy here.

Supercharging creative production

Fortunately, this gap in the market is being filled by the emergence of creative technology platforms like Shuttlerock. These services use creative technology, data and automation to enable and empower businesses to increase content production efficiently, boost results and cut media buying costs even further.

European scooter sharing service eCooltra wanted to find a more efficient way to acquire mobile app users. The company turned to Shuttlerock, who launched new Facebook campaigns by using repurposed user-generated-content that they had transformed into striking short-form videos.

By automatically rotating this new creative to keep it fresh and constantly evaluating the performance of each ad, Shuttlerock helped eCooltra cut its cost per acquisition (CPA) for each new user by more than 40%.

Bokksu media shuttle article digital campaigns

Agile advertising     

Facebook’s Creative Shop Director Tom Brown compared the changes in advertising to what happened to software development a decade previously. Releasing new software used to involve years of upfront work that resulted in a big-box release, much like the traditional agency-created TV ad. The evolution of software-as-a-service transformed that model to one where updates happen all the time and agile developers react to user data about which features work best.

Your advertising content production should also be an ongoing process that, with help from the new breed of innovative creative technology platforms, responds to how audiences receive your messages. Make creative and media equal partners in driving your strategy and you’ll deliver better results for your business.

BONUS: What’s next in terms of figuring out what makes great ad creative? We’ve put together a free Cheat Sheet to help you ensure your creative drives better Facebook Ad Results. Get your hands on your free copy here.

Guest Author: Paul Bingham, COO 

How to Boost Your Digital Strategy With Native Advertising



It’s predicted that $8.8 billion will be spent on native advertising in 2018, making it one of the most important marketing trends globally.

Due to its non-disruptive approach, native advertising can offer better click-through-rates (CTR), more leads and better online marketing results than traditional advertising.

Below is an infographic, and supporting article, that will tell you everything you need to know to leverage native advertising for your brand.

What is native advertising?

Native advertising can be defined as “a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed”

. In short, native ads are paid advertisements that look like natural content that matches native user experience, is inherently non-disruptive and function exactly like natural content.

Altogether, native advertising has the following criteria:

  • It’s paid for;
  • It blends in naturally with the platform on which it appears;
  • It’s labeled as sponsored content.

The Interactive Advertising Bureau has distinguished six different types of native ads: in-feed units, paid search units, recommendation widgets, promoted listings, in-ad with native element units, and custom content units.

While native ads vary by form, function, and integration, the new model as a whole is growing substantially. Researchers estimate that by 2021 native advertising will reach revenues of almost three-quarters of the U.S. ad market.

Thus, there is no doubt that competitive brands must jump on the native advertising bandwagon as soon as possible.

Why does it work?

Are you still wondering about the effectiveness of native advertising? There’s no need. Statistics show that native ads are doing their job exceptionally:

  • 97% of mobile media buyers evaluate native ads as very or somewhat effective at achieving branding goals.
  • Native ads have provided an 18% higher lift in purchase intent than banner ads.
  • 70% of people say they would rather learn about products through content than traditional ads.
  • Compared to display ads, native ads are viewed 53 % more frequently and they provide 60% higher CTR.
  • 32% of consumers admit they would share a native ad with their friends and family.

So why does native advertising work so well?

1. It’s targeted

Native advertising is tailored to the audience that reads the specific website or uses the specific app. This creates an opportunity for marketers to narrow their messages for the specific readership.

2. It’s non-disruptive

Let’s be honest, customers despise ads. However, native ads do not disrupt user’s experience on the platform. Rather, they blend in and users don’t perceive them the same way as traditional ads. This leads to a higher trust and interest level.

3. It’s harder to turn a blind eye on native ads

It’s researched that native ads are more engaging than traditional display advertising. In fact, users have learned to ignore banner ads which have led to their decreased popularity over the years. However, native ads are harder to neglect as they blend in with the content of the platform.

4. Native ads can’t be blocked

By the end of 2017, nearly 87 million Americans were expected to use an ad blocker. Native advertising, therefore, is a reader-friendly solution for brands who wish to circumvent ad blockers altogether. As native ads work like regular content, ad blockers can’t detect and block it.

5. It’s easily accessible for brands

More than 75% of US publishers offer native advertising opportunities. That makes it a very accessible form of promotion. There are plenty of opportunities for businesses of any size to advertise on different mediums and reach out beyond the standard social media networks.

What’s trending?

The truth is, native advertising isn’t a brand new trend.

Ads that blend into the surrounding content have been around for decades. However, there are some fresh trends in native advertising that your brand should be taking into account.

Mobile apps

It’s a well-known fact that nowadays advertisers must create strategies with a mobile-first perspective. This means that mobile native advertising will soon dominate the ad space. In fact, in-app advertising is the way to go since statistics show that only 11% of users go to the mobile versions of sites, while 89% prefer apps. Plus, in-app native ads are viewed 3x more often than the banners on mobile sites.

VR advertising

Virtual reality has a huge potential to boost native advertising. 360-degree video features provide a wide range of opportunities for advertisers to place their ads in a discrete manner. In fact, virtual surroundings can be more persuasive and provide natural solutions for native advertising.

User-generated content

Nowadays, customers are demanding authenticity from brands. One of the best ways to ensure this is by adding user-generated content to your native advertising strategy. According to  Ertimur and Gilly (2012), content that is created by users is highly credible and helps to build trust. Moreover, it can take different forms including social media posts, surveys, polls, reviews, etc.

Native video content

Video is one of the fastest growing advertising channels in recent years. Due to the high involvement and engagement indexes, it makes sense to use it for native advertising too. In fact, in comparison to pre-roll advertisements, native video advertisements have proven to generate a greater brand lift amongst users.

How to succeed with your native advertising

While native advertising can seem a little intimidating and tricky at first, there are some good practice tips that will ensure you succeed.

1. Know your audience

First, determine who your target audience is, what problems they are trying to solve, and what type of content they would value. Make sure you use all the data you have to analyze your online audience. An easy and quick way to do it is by using an URL shortener such as Capsulink or to get a comprehensive insight into what topics your audience is most interested in and which platforms they visit the most.

For instance, Taco Bell researched their audience and learned that Snapchat is the best place to reach their customers. Thus, for Cinco de Mayo they decided to create a sponsored Snapchat lens which turned the user’s face into a giant taco shell. The lens quickly became popular and was viewed 224 million times in one day.

2. Generate interest and value

Choose an angle that appeals to your audience. Try your best to combine things your audience would be interested in and the ones a publisher’s audience would be interested in. And ultimately, create something that is valuable for all readers.

A great example of this is how Netflix cooperated with the Wall Street Journal. To promote the show Narcos, they created Cocainenomics – an interactive portal that allows readers to explore the history of the international drug trade and the story behind the Medellin drug cartel.  Featuring detailed maps, graphics, photos, a video and a quiz – this publication provided a fascinating story that engaged and captivated the readers.

3. It doesn’t have to be directly about your product

Some of the best native ad examples prove that it doesn’t always have to be about your product or service.

Similar to Netflix, Airbnb chose to create an advertisement that’s not directly about them, but still fulfills the mission that their company represents. In cooperation with the New York Times, Airbnb told a compelling story about Ellis Island and immigration in New York. With the help of narration, maps, and archival photos, the piece provided detailed insights into family histories and showed the legacy of Ellis Island that has welcomed immigrants for centuries. The ad focuses on the idea of hospitality and homebuilding – something that represents Airbnb as a company too.

Image Source:

4. Match the publisher’s editorial standards

While native ads are still paid promotion, don’t let your guard down and create a piece of content that isn’t up to scratch. Just because you’ve paid for the post or article doesn’t mean it can be done poorly. Make sure your copy fits in and has the same tone and voice as the editorial content on the site. Remember, the main goal is for readers to read your native content without detecting differences in quality from other text on the site.

Check out this piece by IBM on The Atlantic. If the text wasn’t be marked as sponsored content, it would be almost impossible to distinguish it from normal content on the website. In this example, IBM has created educational and interesting content that blends with other content on the site and thus seems more appealing and trustworthy to the readers than regular banner ads.

Image Source:

5. Think outside the box

Ultimately, don’t be afraid to be unique, creative and go beyond a typical advertising strategy. Native advertising provides you with opportunities to go further than your established brand tagline or CTA, so make sure you take them. Keep in mind, this is your chance to create engaging, captivating and brave content for your specific audience.

A great example of a creative native ad is Gatorade’s Snapchat game “Serena Williams’ Match Point”. The game was created to celebrate victory at the 23rd major tennis tournament of Serena Williams’ storied career. The game took users through 22 levels of tennis, one for every Grand Slam singles title the tennis star had won.

Image Source:

Wrap up

As consumers increasingly tend to ignore and block banner ads and display advertising, native advertising done well can bring your brand great success.

However, if you want your native ad to be effective, you must capture consumers’ attention, and entertain or inform them. In fact, your content has to be even more compelling than the content in which your ads are embedded.

Since the best native ads are smoothly integrated into the page or app content, they don’t trigger the ad avoidance strategies many consumers have adopted these days. Thus, to stay competitive, you must implement native advertising in your brand’s online strategy as soon as possible.

Guest Author: Alexander Bickov is a Riga-based product designer with over 15 years’ of experience in UX design and digital marketing. Through his work, he aims to connect people and products using strategy, creativity and technology. Alexander has built digital services and products for many different organizations ranging from small startups to large companies. His writing has been featured in the iOS App Store, Wall Street Journal, CNN, Business Insider, Forbes and Big Think. You can find him on Twitterand LinkedIn.

We’re building a dystopia just to make people click on ads | 21st century Learning Commons

Source: We’re building a dystopia just to make people click on ads | 21st century Learning Commons

Social Video Ads


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