If you’ve been in online marketing for a while, you know the importance of having good creative for social advertising.

These days, social media advertising has become so advanced, that in order to get ahead of the competition, manual or automated bid optimization aren’t enough anymore. In fact, 55% of social media advertising optimization now comes from creative management, while the remaining 45% relies on bid and budget changes.[1]

But how can we get the most relevant creative to our audiences in the most efficient way possible?

The First Way: Dynamic Creative

As we know, online advertising is never one size fits all. Facebook gives us a powerful antidote: dynamic creative.

This feature allows you to upload a number of images, videos, and text assets and have the system automatically generate the ads for you. This ensures that the right creative combination reaches the right people, and that they’ll see what’s most relevant to them. From there, they’ll be more likely to take an action.

The Second Way: A Cross-Channel Strategy

Dynamic creative is great because it saves advertisers time and can provide efficiency. But in order to step it up a notch, a cross-channel strategy is key.

In MarinOne, we use search intent strategies to ensure that we take people’s actual intent when they’re searching for something, and customize the creative response on Facebook. For example, someone might be looking for quality underwear, and as a result, you can retarget them with an ad on Facebook that shows a high-quality image and copy that stresses the excellence of the clothes. This ensures that the creative resonates with them.

A Launch Point for Social Advertising Success

These are just two, quick-win tactics you can use to make sure your advertising campaigns benefit from the best creative, and that your audience information is powered by an automated, cross-channel approach.

Read about how Le Slip Français used these techniques to boost ROI and conversions. Then, to learn more about how Marin can help you implement a successful social advertising strategy, get in touch today.



[1] Facebook Marketing Partners Convention, Dublin, June 2018.

In its effort to protect its users’ privacy, Facebook is focusing on data security. With the introduction of changes around access of information via their API, it’s now easier for folks on Facebook to find and manage their privacy settings. As part of the strategy, Facebook also removed some targeting options dependent on third-party data providers (i.e., Partner Categories).

The Difference with Marin

While Facebook’s changes might affect advertisers’ marketing capabilities, it won’t affect Marin’s core working processes, since we don’t rely or store any personally identifiable information for the activity on our platform.

Nevertheless, we know that Partner Categories was essential for advertisers in particular verticals. For instance, those in the automotive, financial, and insurance industries rely on targeting options available in Partner Categories to refine their campaigns by targeting specific demographic sectors unavailable in other audience settings. Without the third-party possibilities, these advertisers may see a decrease in their social account performance.

To address these issues and improve ad campaign performance, advertisers can take advantage of Marin Software’s industry-leading targeting features. This is how we do it:

Optimizing based on the source of truth

Marin Software is an open platform that allows advertisers to integrate cost and conversion data coming from third-party tracking partners such as Google Analytics, Omniture, and DCM (among many others). You can manage and optimize all of your social media campaigns towards your source of truth, resulting in better results.

Search Intent Audiences

Our advanced targeting allows you to harness search audiences on social, and retarget high-value social audiences browsing on search. This creates a high-quality audience that allows you to implement more relevant and resonant bidding and creative strategies for your core customers and prospects. For example, Le Slip Français saw a 67% increase in Facebook conversion volume after running Search Intent Audiences, plus a 241% increase on Google.

Prospecting audiences from Search Intent

Marin allows you to create lookalike audiences based on core Search Intent audiences. When people show specific intent, you can use those insights to find new audiences that share similar characteristics. Learn how a leading automotive brand maximized its lead generation with Search Intent audiences on Facebook.

Enhanced lookalikes

With Marin Social, advertisers can create lookalike audiences with a similarity level of up to 20%—in contrast to Facebook’s 10% similarity level. While these high-similarity audiences may not be ideal for direct response campaigns, they’re very effective for top-of-funnel initiatives such as branding campaigns. With Facebook users sharing less personal info and the absence of Partner Categories, enhanced lookalikes are a great way to keep your interest-based targeting up, running, and successful.

Campaign lookalikes

This audience type is unique to Marin Software. It allows you to create lookalike audiences from your campaigns’ performance. With this feature, you can decide which campaigns performed the best based on your unique source of truth, whether it’s the Facebook pixel or other source. For example, Performics-Starcom used campaign lookalikes to triple its ROI.

Without a doubt, Facebook’s updates to its audience targeting solutions are game changers. Still, you can continue to drive business growth by using Marin’s valuable enhanced audiences. To learn more, request a demo today.