Facebook will now prioritize content users are most likely to engage with rather than popular posts. IP targeting of online ads brings opportunities but also limitations since consumer IP addresses can change and multifamily properties are difficult to target accurately. Instagram ads are most effective when authentic and targeting audiences thoughtfully. Customer match in Google ads works best with large customer email lists, broad geographic targeting, and for search and GSP campaigns rather than display ads.

1. 3 TAKEAWAYS FROM 3 NEW TECHNOLOGIES
Will Gallahue | Advantix Marketing | @Advantix_Mktg

2. ABOUT ADVANTIXSince2001
14 years in
digital
marketing
AwesomeEmployees
Every team
member has
multiple
industry
certifications
GoogleLovesUs
Google All
Star Agency
4 years in a
row

3. BEFORE WE BEGIN … LET’S TALK FACEBOOK
3
Newsfeed will now be based on what you’re most likely to engage
with rather than what’s popular.

4. IP TARGETING
4
Your address = potential gold

5. IP TARGETING: WHAT WE LEARNED
5
People move … even though we had a list that was only 6 months old, we likely
encountered a number of people who were at a new address

6. IP TARGETING: WHAT WE LEARNED
6
Current technology doesn’t cover multifamily properties thus opportunities are being missed
to truly cover the market.

7. IP TARGETING
30 Impressions per IP per month, too much?

8. INSTAGRAM ADS
Sell with images, sell with style, sell effectively

9. INSTAGRAM ADS
Make it authentic

10. INSTAGRAM ADS
10
Carou-sell
Carou-sell

11. INSTAGRAM ADS
11
Thoughtful Targeting

12. CUSTOMER MATCH
12
Google now allows you to advertise to/exclude segmented customer email lists

13. CUSTOMER MATCH: WHAT WE LEARNED
13
List size needs to be substantively larger than even Google specifications. I.e. if it's less
than 10k it won't do much, if anything.

14. CUSTOMER MATCH: WHAT WE LEARNED
14
Geo-targeting can severely limit the reach of customer match. Unless the list is very large,
it's best to leave the most open-ended location possible

15. CUSTOMER MATCH: WHAT WE LEARNED
15
Only useful for GSP and search, isn't supported in standard display.

16. THANK YOU
Will Gallahue | Advantix Marketing | @Advantix_Mktg