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3 Simple Ways to Improve Your Facebook Ads

September 11, 2014 Featured News, Marketing No Comments

Optimizing Facebook AdsIt is evident that native advertisements on Facebook are becoming an integral part of the user experience. Nevertheless, with Facebook rolling out more features for News Feed ads and the overhaul of right-column ads, getting the most out of your real estate on the platform is more critical than ever. Here are three simple tips for optimizing your ads and placing you firmly above the competition:

1. Use first-party data whenever possible.

Whenever one advertises, the first question is often about who should see the ads. Though prospecting targets allows you to discover engaged audiences that react to your message, using first-party data to retarget potential customers hones in on those most likely to purchase your product.

There are a few ways that first-party data can be collected. If you have an email list of your fans, you can import the list into Facebook and it will securely compare the email addresses to any matching Facebook IDs so that you can retarget these people with your ads. Another way that you can retarget is by embedding a tracking tag onto your website so that you can capture website visitors into an audience. If you’ve ever wondered how you’re getting served Facebook ads for websites you recently visited, it’s because of these delicious browser cookies that inform Facebook about your optimal advertising experience.

The ability to track and retarget people who have already been exposed to your brand is an invaluable tool. According to marketing expert Dr. Jeffrey Lant’s “Rule of Seven,” one should expose a product to a potential consumer at least seven times within an 18-month period in order to have the person remember the message and perhaps, even buy your product. Retargeting further expedites this process because the consumer has expressed initial interest by signing up for an email list or visiting your website. You have their attention; now you just need to keep it and make a sale.

2. Make sure you’re picking the right objective.

When setting up an ad campaign on Facebook, the first thing you need to ask yourself is “What am I trying to accomplish?” In fact, Facebook asks you what your objective is before you start creating your ad. Examples of objectives include website clicks, post engagements, and page likes. Though these are similar in very nuanced ways, the most significant reason to choose your exact objective is that Facebook will optimize your campaign to help you reach that goal.

Many campaigns we run use the “website clicks” goal, as we want fans to arrive at the digital retailer after the click: the clicks lead directly to a point-of-purchase. Facebook optimizes the impressions so that they are served to the audiences that yield the most website clicks. It prioritizes website clicks over other objectives such as engagement (shares, likes, comments, etc.). Selecting the right objective allows Facebook to work in your favor.

3. Use look-alike models. 

Prospecting potential customers incurs financial cost and can be an arduous process that may or may not yield positive results. In order to alleviate some of these uncertainties, you should create and target a look-alike model of the fans on your Facebook page. Look-alike modeling allows you to create a unique audience of people on Facebook who are very similar to the people who either like your page or are part of one of your first-party data groups. This similarity modeling is based on their interests, behaviors, and other demographic information. You can actually select a percentage between 1-10% to choose how similar and/or large you want this custom audience to be (1% being the top one-percent of people on Facebook who are the most similar and 10% containing a larger group of people who are less similar). You can create these for each country where you have enough fans for the algorithm to create a new audience.

Look-alike modeling opens the door to targeting people who are interested in liking your page or purchasing your product. These are people you would have never been able to identify through manual targeting. If you have a tight budget, you may not have the flexibility to discover new audiences on your own. Targeting a look-alike of your current fans is a viable and efficient method of engaging potential new customers.

With so much content on Facebook with which to compete, it can be a very difficult and daunting task to break through the noise and run an effective advertising campaign. However, following the aforementioned tips will ensure that your ads are reaching the right people and allowing for the appropriate type of engagement.

The Rebirth of Intec Digital

May 2, 2013 Artist News No Comments

Intec Digital - Pure Intec TwoFans all over the world waited over 15 years for Guns N’ Roses to release Chinese Democracy. Similarly, fans of Hip-Hop have been waiting almost 14 years for Dr. Dre‘s Detox to hit the streets. For fans of the widely acclaimed 2004 Pure Intec compilation, the wait is over. The hugely successful Dance/Techno music series has just relaunched with the release of a new mix compilation, Pure Intec Two, out this week via Intec Digital.

With nine years since the release of Pure Intec, Intec Digital co-founder Carl Cox, and label manager Jon Rundell felt it was finally time to release the second compilation of the series. The label has been working hard to bring Intec to the forefront of the Techno world by signing a handful of talented DJs with a vast catalogue of great tracks. In Intec Digital’s mind, Pure Intec Two is the perfect outlet to showcase these brilliant artists.

The album is separated into two distinct parts. Part 1 — mixed by Carl Cox — consists of unreleased remixes from his acclaimed album All Roads Lead to The Dancefloor, which features both Intec artists as well as a few others from outside the label. These artists include Jim Rivers, Ben Sims, Yousef, Foamo, Tomy Declerque, Reso, Nicole Moudaber, Sharam, Layo & Bushwacka! and Loco Dice.

Part 2 is brought to you by Jon Rundell, marking his first compilation and featuring forthcoming tracks from Intec artists, compiled exclusively for the first time. These artists include The Junkies, Victor Vera, Nicole Moudaber, Daryl Stay, Dosem, Pirupa, Alex Sibley, Marco Bailey, Carlo Lio, Tomy DeClerque, Mark Reeve, Ben Sims and Jon himself with Digital Primate.

Pure Intec Two is full of Dance hits that will keep the party grooving into the night. Go get your hands on it now!

Lonestar As We Know Them

April 29, 2013 Artist News No Comments

Lonestar - Life As We Know ItHistorically, a successful band will undergo several iterations of band members throughout its lifetime. The sounds change and mature, but sometimes that original flavor is missed. Fortunately for Country band Lonestar, Richie McDonald, the band’s revered original vocalist, decided to return to the band in 2011 after three years of being away. With McDonald back in the lineup, Lonestar plans to release Life As We Know It, its first full-length release in over three years, on June 4 via the band’s own 4 Star Records, in partnership with The Orchard.

The album’s second single, “Maybe Someday,” is a mournful breakup song written by Lonestar’s own McDonald and Dean Sams with help from songwriters Frank Myers and Billy Montana. It is currently being spun nationwide on Country radio, so turn that dial up, folks! For some visuals, catch the music video on CMT.com, and a video of the band speaking about the writing process for the song on YouTube. Recently shot in Nashville, the music video features Sunny Mabrey (Mad Men, Desperate Housewives, CSI: Miami), who also starred in the video for their hit song, “Amazed.”

Though Lonestar‘s future looks bright with the forthcoming release of Life As We Know It, success is not something that’s new to this multi-genre Country band. According to the RIAA, the band has sold over 10 million records since they began making music in 1995. Lonestar also boasts an impressive 18 Top 10 songs, including three Top 5 peaks, and nine No. 1s. With all of this previous success, these guys have no one with whom to compete besides themselves.

On the touring front, Lonestar debuted the reunited group at Stagecoach: California’s Country Music Festival just yesterday, sharing the stage with artists such as Zac Brown Band, Darius Rucker, Thompson Square, and many more. A nationwide tour is on its way now too… Check out the full tour schedule after the jump.

With this new album set to be released in a little over a month as well as the handful of tour dates on deck, Lonestar is on track to make a triumphant comeback.

… Continue Reading

Year of the Whitesnake

April 25, 2013 Artist News No Comments

Whitesnake - Made In JapanMany artists have released live albums recorded at music venues in Japan. These artists include B.B. King, Deep Purple, George Harrison and John Coltrane, among others. Going on their 35th year together, British Hard Rock band Whitesnake have just added their name to that list with the release of Made In Japan this week.

Whitesnake played a set during Japan’s Loud Park Festival in 2011, which was recorded and originally only intended to be broadcast for Japanese TV and Loud Park promos. However, after three songs were heard on Loud Park promotions, the band received an overwhelming number of requests to make the entire set available for general release.

Made in Japan features classics as well as new material for which fans everywhere have been starving. Ax slingers Doug Aldrich and Reb Beach, who are both celebrating their 10th anniversary with the band this year, bring the blazing riffs and the face-melting solos we all know and love. Whitesnake‘s rhythm section (aka “The Wrecking Crew”), featuring Michael Devin on bass and Brian Tichy on drums, bring the pain with the hard-hitting beats and deep bass lines, further adorned by the lush atmosphere created by special guest keyboardist, Brian Ruedy. Of course, all this harmonic and rhythmic alchemy gives way to lead singer/founder David Coverdale and his powerfully seductive vocals.

In addition to the live tracks featured on Made in Japan, the band decided to include soundcheck recordings from the various venues at which they played during their 2011 Japanese tour.

The release of the record falls just in time for the commencing of Whitesnake‘s “Year of the Snake 2013″ World Tour, on which it’s certain the band will play even more historic, awe-inspiring shows.

To prepare yourself for the awesomeness (if that’s even possible), check out this video:

Help Support The World Savvy Gala with The Orchard

April 19, 2013 Orchard News No Comments

World SavvyOn Thursday, April 25, from 6:30 to 10:00PM at Harvard Club of NYC, The Orchard will partner once again with World Savvy to celebrate the organization’s 11th anniversary at the New York City World Savvy Gala.

The evening will consist of delicious cuisine from all around the world, a beer and wine bar, live entertainment, interactive media stations created by World Savvy students, as well as exclusive live and silent auction items. Some of the top-tier live auction items include a day at Gardiner’s Bay, “A Capitol Weekend” in the nation’s capitol, a weeklong trip to Supetar, Croatia, and much more.

World Savvy is an organization that promotes systematic change in education for students in grades K-12. They hope to provide opportunities for these students that will give them the knowledge, skills, attitude and behavior to become the future leaders and decision makers within each of their local and global communities.

For more information and to find out how to purchase tickets for the New York City World Savvy Gala, please visit this event page. All of us at The Orchard hope to see you at this wonderful event for a great cause.

To conclude, here’s a throwback to 2010, when we helped put together the first ever World Savvy student album:

About The Orchard

The Orchard is a pioneering music, video and film distribution company and top-ranked Multi Channel Network operating in more than 25 global markets. Founded in 1997, we empower businesses and creators in the entertainment industry.

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