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An Historic Milestone

With the launch of Glow’s first paid Instagram campaign this week and Pinterest last week, we are now officially running activity across the 4 major social channels – Facebook, Twitter, Pinterest & Instagram!


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Facebook Ads : How Much Should I Spend?

At the end of the day, the amount you spend on your Facebook advertising campaigns is up to you, however we’d like to explain a little around what you should consider at the planning stage.
Before we start, it’s good to understand exactly where the budget sits within a Facebook campaign. The campaign structure goes:


Considerations When Automating Facebook and Twitter Advertising Optimisation for your Mobile App

In 2015 consumers worldwide are forecast to spend $35bn on mobile apps, demonstrating rapid growth from $4bn in 2009. This growth has driven demand from app developers for new channels to drive revenue. Whilst App Store Optimisation (ASO) and organic installs can help, social advertising has become a primary channel to drive mobile app revenue due to its mobile-first nature. IAB UK research highlighted that whilst mobile accounts for 22% of total digital advertising spend, mobile search advertising accounts for just 22% of total search spend and mobile display advertising accounts for only 34% of total display investment. Meanwhile, mobile social advertising accounts for over half of all social advertising spend, and of the social advertising impressions we see served through our Glow platform nearly two thirds are served on mobile devices.

With all this growth in app revenue and investment in mobile advertising on social networks such as Facebook and Twitter, there is a major challenge with increasing competition. That’s why many of the world’s largest mobile app developers are turning to flexible automated rules-based social advertising optimisation technology to succeed in this competitive marketplace.

Rules

Automated rules-based social advertising optimisation combines different factors to create Rules which automatically take optimisation actions across Facebook and Twitter. The factors within a Rule are:

Actions

An important part of automated rules-based social advertising optimisation is the Action the Rule takes, and these can include Actions such as:

Considerations

There are many best practices around how to use the factors within a Rule or Action, which you can find in this white paper. However, there are also a number of things you as an advertiser need to identify prior to using automated rules-based social advertising optimisation, including:

Glow has recently released flexible rules-based social advertising automation for Facebook and Twitter, so if you’ve read this article and answered the questions above then to get in-touch to check out how the optimisation suite may be able to help you get ahead of your competition.

Further Reading

You should also check out our white paper Top Tips to Automate Social Advertising

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The Three Steps to Building an Effective Facebook Video Retargeting Strategy

Retargeting in general is a powerful ad tactic, however, Facebook video retargeting takes the power of retargeting to a new level. It enables you to build a Custom Audience of people who have watched your video, but also to segment them based on engagement levels. That’s why Glow has recently launched a whole wave of new features to assist with video retargeting.
Whether you’re looking to drive conversions with a known or prospective audience, or simply “purchase” an audience for analysis or retargeting, the below three steps are a good place to start when building out the basic foundations of a video retargeting strategy to enable more advanced optimisation at a later stage.

Announcing Facebook Advertising Platform Upgrades and the Glow Machine UI 1.5

There have been two major updates in the Glow Machine, which will save you time and make your life easier. Here’s all the key information you need.

Facebook Advertising Platform Upgrades

With Facebook advertising increasing in maturity, complexity and sophistication Facebook introduced an updated campaign structure mid 2014. Campaign at the top-level, Ad Sets at the second level and Ad creatives at the third level. Whilst we’ve been supporting this campaign structure since it launched within the Glow Machine, we’ve also developed an improved workflow to support this structure and are now making this available to all platform users. There will be additional functionality launched in Q2 in our upcoming Optimisation feature release, which you can read more about below.

Real Money Gaming: How to drive Sports Betting app installs from Facebook and Twitter ads

Dual-screening around major TV events is on the rise as consumers increasingly use Facebook and Twitter on mobile devices whilst watching TV. This is having a negative impact on the effectiveness of TV advertising, and many advertisers are extending the reach of their TV advertising campaigns by complementing it with advertising on Facebook and Twitter. This means that during a major TV gambling event like the Grand National, there is a huge opportunity to drive sports betting app installs through advertising on Facebook and Twitter. However, there is also higher competition and the potential to attract one-time betters who don’t provide long-term value. With this in mind, we’ve put together five tips to ensure you drive better mobile app installs around events like the Grand National on Facebook and Twitter.

Four Use Cases for Twitter Advertising in your Sales and Marketing Funnel

As with many new advertising formats, advertisers ask themselves the question of where does this fit into my marketing strategy and at what stage of the funnel should I be using it? Twitter’s ad platform is still a young advertising platform, and as a result many advertisers are still trying to establish where to slot it into their strategy. The good news is, many advertisers are seeing success with Twitter advertising throughout the funnel, as was evidenced by 97% advertising revenue growth for Twitter year-over-year in Q4 2014. We thought we’d share some thoughts on use cases where we’ve seen Twitter advertising working for our clients: