• In this video, we talked about underutilized ad placements for multi-channel marketing. I think a lot of people don't realize that they could target more than the feed and get the best bang for their buck. I have all the placements open. We have Facebook, Instagram audience network and messenger, highly underutilized. If we just look at the general placements, this is automatically set to desktop and mobile. And the majority of the traffic on Facebook and Instagram is mobile.

• If we look at the Instagram feed, a lot of people are promoting a lot more on Instagram. A lot of people believe that Instagram stories are just not as effective.  Stories do fantastic, especially when it comes to e-commerce product that is impulse buys. Now, 15 seconds may not seem like a lot, but when you bundled together with three stories in one which you can do within the ad platform, so 45 seconds total, that's plenty of time to get your point across as to what you want them to do. Thus, you can get stories to convert well. 

• With Facebook marketplace, it increases your deliverability and decreases your overall CPMs. As you are adding more placements to showcase your product or service. If you're going to select the marketplace, it's best to have a product that people would naturally be searching for on the marketplace. 

• With video feeds, this works well if you have an ad that's short and sweet because this is an ad that will pop up during the video, mid-video, or after. It drops your CPMs quite a bit if you can get your ad to show up in the video rotation of what people normally would be watching. It fits into the criteria that they look for in watching videos so you can get a lot of people to then pay attention to your ad and even opt-in or register for a webinar or buy something from you.

• I love using video feeds. There are times though, where you can get a massive amount of engagement, but it doesn't lead to anything. So you have to monitor this placement very closely, the same thing with Instagram Explorer. It's the explore page. It's the coveted page that everyone used to want to be on. You actually could pay your way to be on the explore page. So if you're targeting on Instagram at all, if you're doing the feed and stories, just pre-select the explore page and just leave it. 

• Now Messenger inbox, when people are active in messenger they see something come up. It might seem a little odd to see a product or service pop up somewhere in the inbox, but it's almost become commonplace. And it once again drops the overall CPMs of whatever it is that you're targeting. So you might as well throw it in the mix. Not a lot of traffic comes from this, but it does help in at least bringing down the cost. And when something does come in through messenger inbox, it's typically quite a cheap stream is very similar to the video feeds now within the stream. These are great for short video ads.

• Now, in some cases, if you're doing sponsored messages, sponsored messages do well. It's worth exploring this avenue. Of course, you have to set up your ads differently if you're doing sponsored messages. Make sure you have some people to use this with, especially if it's a warm list, engagement list, people who've engaged with your DMS, right. Or they sent you messages on Facebook or Instagram. And then of course, if they're a bot list subscriber, naturally you can use sponsored messages and then instant articles. It's a great way to remind people of something. Especially if something's closing down, you have a nice little last chance image that pops up or a video. It's just an awareness thing.

• Lastly, apps and sites. This one I'm always a little hit or miss because audience network, but in the last couple of months, audience networks have done well for us in the e-commerce space with video ads, especially when it comes to short and sweet videos. Once again, 15 seconds or less impulse related video has done well on the audience network. And it's also helped us generate cheap leads in various industries with audience network.

•  If you start utilizing these other placements and playing with them based upon the industry or whatever it is you're selling, you can make them work. CPM Facebook's rule of thumb is if you select four or five placements, your CPMs will drop even if 95% of your traffic's coming from the newsfeed. So that's what I would consider being the underutilized ad placements. If you're doing automatic placements, guess what? You're already doing this and you're doing a great job. 

David (00:01):

Hey everyone. Welcome back to this video where we talk about underutilized ad placements for multi-channel marketing. Now I know you're thinking David, come on. I pretty much just target the newsfeed and that's most people and that's okay, but let's talk about all the other placements here, because I think a lot of people don't realize that they could target more than the feed and get the best bang for their buck. So let's look at this really quick on your screen. You can see here, I have all the placements open. We have Facebook, Instagram audience network and messenger messenger, highly underutilized. And we'll talk about that in a moment, but if we just look at the general placements, right, this is automatically set the desktop and mobile. So we don't have to worry about that. And the majority of the traffic on Facebook and Instagram is mobile.

David (00:44):

Anyway. So once again, don't worry about that. But if we look at the Instagram feed, you know, a lot of people are promoting a lot more on Instagram, but they're not looking at Instagram stories enough, especially when you're looking at digital product. A lot of people believe that Instagram stories are just not as effective. It's 15 seconds. Even if you put three together, it's 45 seconds of how much are you really going to do with stories to where people are going to swipe up and watch your webinar or anything like that? Stories do fantastic, especially when it comes to e-commerce product that are impulse buys. If you're trying to get people to book a call after they've already seen your webinar, or maybe they've seen your ads before they work really well. And quite honestly, stories do well just in reminding people of what it is that they've already seen and or signed up for.

David (01:27):

So if you're looking to take them to the next step or somewhere else in the journey, highly suggest you use stories because it's something that's more of an impulse that gets them to do something. Now, 15 seconds may not seem like a lot, but when you bundled together three stories in one which you can do within the ad platform. So 45 seconds total, that's plenty of time to get your point across as to what you want them to do. Thus, you can get stories to convert really well. Well, let's also look at this, the Facebook marketplace, if you're doing something in the e-commerce world and you're not selecting that just for the sake of having your product show up in the marketplace as a sponsored product, let's not forget it also increases your deliverability. It decreases your overall CPMs. As you are adding more placements to showcase your product or service.

David (02:13):

But in most cases, if you're going to select the marketplace, it's best to have a product that people would naturally be searching for on the marketplace. Anyway, also with video feeds, this works really well. If you have an ad that's really short and sweet, because this is an ad that will pop up during, uh, an, a video that they're watching or after they're watching sometimes even beforehand. And so this comes up in the video role, right? So it can be a mid-roll or after the video is done as a suggested video after the fact. So your video may come up looking natural to them as the next video in the sequence. When in reality, it's a sponsored ad. So not only does it drop your CPMs quite a bit, if you can get your ad to show up in the video rotation of what people normally would be watching, thus it fits into the criteria that they look for in watching videos on you can get a lot of people to then pay attention to your ad and even opt in or register for a webinar or buy something from you.

David (03:06):

I love using the video feeds. There are times though, where you can get a massive amount of engagement, but it doesn't lead to anything. So you have to monitor this placement very closely, same thing with Instagram Explorer. It's the explore page. It's the, the coveted page that everyone used to want to be on? You know, I just want to get on the explore page. Do I have to spam hashtags? And what do I have to do so people could see me. It doesn't have to do that anymore. You don't have to do that at all. You actually could pay your way to being on the explore page. So if you're targeting on Instagram at all, if you're doing the feed and stories, just pre-select the explore page and just leave it. And so definitely do that. Now. Messenger inbox, kind of self explanatory when people are active in messenger and they see something come up.

David (03:47):

Yeah, it might seem a little odd to see a product or service pop up somewhere in the inbox, but you know what, it's almost become commonplace. And it, once again drops the overall CPMs of whatever it is that you're targeting. So you might as well throw it in the mix. Not a lot of traffic comes from this, but it does help in at least bringing down the cost. So why not? And when something does come in through messenger inbox, it's typically quite cheap stream is very similar to the video feeds now within stream. You know, what I typically find is like, these are great for short video ads. So if you're doing like a 15 second ad placement, this is where you would use instream, very similar to the video feed. So it sort of interrupts the flow of what they were doing when they were watching another video.

David (04:26):

So keep in mind, it's very possible. This may not work once again, drops the CPMs dramatically compared to if you just selected feeds or just selected stories. Now, in some cases, if you're doing sponsored messages, sponsored messages, messages do really, really well. I have a client that just hyper focuses on messenger, and anytime he has done sponsored messages to his email list or people who've been on his bot list or anything like that, it's led to a lot of purchases, a lot of purchases and buy a lot. I mean, imagine you're doing a $500 product promotion and the product is closing down. It's promotion tomorrow sends out a sponsored message and it'll lead to an extra 10 or 15 sales may not seem like a lot, but imagine it was just one message. It costs him like 30, 40 bucks, and he's getting, you know, 15 sales from it.

David (05:11):

It's totally worth exploring this Avenue. Of course, you have to set up your ads differently if you're doing sponsored messages. So of course, make sure you have some people to use this with, especially if it's a warm list, engagement list, people who've engaged with your DMS, right. Or they sent you messages on Facebook or Instagram. And then of course, if they're a bot list subscriber, no naturally you can use sponsored messages and then instant articles. Just put it there. Imagine you're reading an article on Facebook and your ad pops up. It does help. It's a great way to remind people of something. Especially if something's closing down, you have a nice little last chance image that pops up or a video. It's just an awareness thing. Also brings down CPMs as well. And then lastly, apps and sites. This one I'm always a little hit and miss because audience network, but in the last couple of months, audience network have done really well for us in the e-commerce space with video ads, especially when it comes to short and sweet videos.

David (06:02):

Once again, 15 seconds or less impulse related video has done really well on audience network. And it's also helped us generate really cheap leads in various industries with audience network, because I feel a lot of people just automatically assume that the traffic from audience network is not viable for them. It's not of quality. I think that now that Facebook started to put more emphasis on audience network and improve the quality it's done a lot better in recent months. And hopefully it continues to do well in the future. So you could see David, all the placements like you just talked about. Oh, of course, because everyone is focused on the feed and some people are focused on stories, but not everyone. Some people are focused on messenger, but not everyone. I just think everyone focuses on the feed and that's it. If you start utilizing these other placements and really playing with them based upon the industry or whatever it is you're selling, you can really make them work highly suggest, looking at sponsored messages, highly suggest that using the stories.

David (06:55):

And then if you haven't already make sure you incorporate video feeds in stream ads and even the marketplace, just so you could bring down those CPMs when you're targeting people, because the traffic's not going to be as large with those placements, but by default, you automatically will drop the CPM Facebook's rule of thumb is if you select four or five placements, your CPMs will drop even if 95% of your traffic's coming from the newsfeed. So just keep that in mind. So that's what I would consider to be the underutilized ad placements. If you're not using them now go ahead and do so. And if you're doing automatic placements, guess what? You're already doing this and you're doing a great job. So with that being said, get to it.