brad o'brien

  • 10 tips for retailers’ Q4 social advertising

    Social advertising in Q4 is expensive. Higher intent to purchase among holiday shoppers means that CPMs and CPCs (costs per thousand and costs per click) skyrocket because advertisers are all vying for those valuable consumer impressions. In social, you will feel these effects even if you’re not a holiday-based business, because good consumers will fall into audience targetin ...

    Marketing Landin Social- 5 readers -
  • 4 solutions to dial in your Facebook attribution

    So you’re advertising on Facebook and have a good handle on the levers that drive performance, but one thing you don’t have completely dialed in is your attribution. If this sounds like your brand, you are not alone. Facebook attribution is a topic I’ve discussed with every single one of my clients at some point and continue to build a conversation around.

    Marketing Landin Social Facebook- 12 readers -
  • 4 ways for Twitter to stay relevant

    When asked where my clients put their social advertising dollars to drive real ROI, I frequently find myself saying, “Facebook is like the Google of social, and Twitter is like Bing.” I hate saying it, but it’s the reality. Facebook dominates in terms of ad dollars and performance and has the user base and engagement to back up growth that doesn’t seem to be slowing down any time soon.

    Marketing Landin Social Twitter- 7 readers -
  • 9 new and semi-secret Facebook targeting options

    Whether it’s performance-driven advertising, awareness or engagement you’re seeking, Facebook undoubtedly offers the best targeting options of all social platforms. The ability to tap into a plethora of your own first-party data, use it for predictive modeling and pair it with third-party data makes Facebook a go-to platform for just about every brand.

    Marketing Landin Social Facebook- 10 readers -
  • Where Instagram and Facebook advertising converge and where they differ

    As of last count, Instagram had 500 million monthly active users and (already) more advertisers than Twitter. Combine that with a bunch of capabilities and targeting options the platform inherited from Facebook, and it’s clear we’re looking at a burgeoning advertising powerhouse. About that overlap with Facebook, though — how is it manifesting so far? Where has Instagram adv ...

    Marketing Landin Social Facebook- 13 readers -
  • 10 tips for successful Pinterest advertising

    Pinterest has always been about the sharing and discovery of ideas. It’s also becoming quite the powerful advertising platform to drive performance marketing through the concept of idea discovery. With the 10 tips below, you’ll be ready to take on Pinterest advertising like a true pro. 1. Use one pin per campaign A/B testing of creative (pins) should be done at the campaign level.

    Marketing Land- 6 readers -
  • 5 Major Takeaways from Facebook’s Q1 Performance

    5 Major Takeaways from Facebook’s Q1 Performance Posted: 04.21.2016 We’re about to release our findings from Facebook’s Q1 data. If you’d like the VERY abbreviated version: mobile, spend, performance, Instagram: boom. Oh, you’d like to hear more? Here are our major takeaways (and stay tuned for a full report in coming days): 1) Advertisers are spending more on Facebook.

    3Q Digitalin Social- 6 readers -
  • The ideal Facebook advertising structure: single objective

    There are multiple ways you can structure a Facebook advertising account. What I’d like to share today is a tried-and-true method I’ve honed over the years. It’s a structure that we follow 100 percent of the time for our clients. At its core, it’s simple and logical, yet it is not how most advertisers are structuring their accounts on Facebook.

    Marketing Landin Social Facebook- 9 readers -
  • Psst: insider Twitter optimization secrets heard at SocialPro

    I had the pleasure of speaking at and attending Marketing Land’s SocialPro conference on November 18-19 in Las Vegas. My personal favorite part of the conference was hearing more from Twitter directly on how to best do performance advertising on their platform. Representatives from Twitter shared insights on ways marketers are achieving the most success, as well as informatio ...

    3Q Digitalin Social Twitter- 7 readers -
  • Facebook advertising: a three-step plan to own the holidays

    Couldn’t make our Facebook advertising webinar to rock your holiday ROI? We’ll break down our best tips for structure for early season, mid season, and holiday crunch time to help you build your base of users — and then convert them. (If you finish the post and want more, the webinar’s available for free any time you’d like to watch.

    3Q Digitalin Social- 10 readers -
  • Facebook ad specs: the comprehensive guide

    Facebook’s ad types have proliferated at a dizzying pace over the last couple of years, many (hello, Carousel ads!) to great effect. It’s tough to keep track of all the changes, let alone the specs each type of ad requires. We’ve broken them all down here for a handy resource: we list each ad type by goal (e.g. page post engagement, page likes, website conversions, etc.

    3Q Digitalin Social- 5 readers -
  • Learn the Secret Benefit of Mobile Advertising

    So you’re using mobile to build a retargeting base to convert on desktop, and you’re implementing some serious mid-funnel strategy to build brand loyalty. Great! If that’s all you’re doing, though, you’re missing a significant part of mobile’s capabilities: you can use it to test for directional learnings all sorts of things, and quickly.

    3Q Digitalin Mobile- 7 readers -
  • How to pitch Facebook ads to search-minded clients

    Search is a fantastic marketing channel. If you know what you’re doing (or you hire an agency to do it for you!), the ROI can be huge. Facebook advertising can function much the same way, but you (or the client) need to be aware of its differences. Facebook advertising can perform similarly to other performance marketing channels, but it’s also inherently a bit different.

    3Q Digital- 8 readers -
  • Five Facebook Video Best Practices

    Facebook video ads are being widely adopted by social advertisers, and for good reason: they’re more engaging than static ads. But with this adoption comes greater competition, which means that advertising costs are on the rise. The way to combat this? Smarter video campaigns. Here are five tips to help you keep ROI high.

    3Q Digitalin Social- 5 readers -
  • Video, Carousel Ads Producing Huge Gains for Facebook Advertisers

    Facebook advertising’s advancements in video ads and the newly rebranded Carousel ads drove significant performance gains for our clients in Q2, and we anticipate that today’s earnings call will show that many advertisers are enjoying similar trends – and spending accordingly. In this post, we’ll break down Facebook’s noteworthy announcements and changes over Q2; we’ll then ...

    3Q Digitalin Social- 12 readers -
  • How Facebook’s new click measurement will affect your metrics

    Big announcement from Facebook this week on what they are considering a click. Here’s the word directly from Facebook: Currently, CPC takes into account any click taken within an ad unit: a like, a comment, a share, a click to a website, “continue reading,” etc. What’s the updated definition of CPC? We’re updating CPC to only account for what we call “link clicks” — i.e.

    3Q Digitalin How To's- 11 readers -
  • Pinterest advertising: what you need to know

    Pinterest’s early-June introduction of Buyable Pins revved up the conversation about Pinterest advertising — where it stands, how viable it is for advertisers, and how interested we need to be in the platform. Let’s dive in to what Pinterest currently offers advertisers and whether you should start thinking about adding it to your paid social profile.

    3Q Digitalin Social How To's- 18 readers -
  • Why the “Buy It” pins aren’t a game-changer…yet

    Perhaps you’ve heard: Pinterest introduced Buyable Pins this month; here’s the skinny on how they work, and for whom. Exciting announcement? Yes. Big potential revenue driver right now? Not likely. The simple fact that the Buy It pins are only on mobile for the moment is a limiting factor. Mobile conversion rate is always a hurdle, especially when trying to get actions (con ...

    3Q Digitalin Social- 11 readers -