Tag Archives: instagram

Infographic: How to get Your First 1,000 Followers on Instagram

Just getting those first 100 followers on Instagram can seem like a challenge. But let’s reach for the stars and learn how to get 1,000! Below are some incredibly useful tips for both personal and business Instagram accounts. Would you like to display this infographic on your site? You can copy and paste the HTML code below into your website to display this infographic: ++ Click Image to Enlarge ++Source: Infographic: How to get Your First 1000-Followers on Instagram Sources Instagram Help Center The Science of Instagram: How to Get More Followers and Likes Statistics That Reveal Instagram’s Mind-Blowing Success…

The post Infographic: How to get Your First 1,000 Followers on Instagram appeared first on The Daily Egg.

Link:  

Infographic: How to get Your First 1,000 Followers on Instagram

Instagram Ad Campaigns: 4 Tips For a Better Mobile Experience

My first camera belonged to my mother.

I’d sneak it out and take photos of the dog, the sky and even take photos of photos — this was in the days of film, when every photo was precious. Of course, she’d get mad when odd photos would pop up between shots of birthdays and family outings.

little girl taking photos
Improving your skills is as simple as knowing your tools inside and out. GIF via The Fabulous Destiny of Amélie Poulain.

I continued taking photos all the way through university and later, ended up being a paid photographer for Airbnb.

The giddy feeling I remember feeling while stealing my mom’s camera came back to me when I heard Instagram was available to marketers. In some ways Instagram has replaced that old Kodak, except the stakes are much higher than a spoiled roll of film.

With 400 million active users spending over 21 minutes a day on the platform, Instagram is an opportunity that performance marketers can’t ignore.

The key to figuring out how to market on Instagram effectively is to understand that Instagram is a mobile tool and that people have different behaviors, expectations and needs when they’re in the mobile environment.

We combed through hundreds of Instagram ad examples and examined what works and what doesn’t so you can begin your next Instagram campaign on the right track.

1. Create Mobile-Friendly Forms

People have short attention spans — and there’s nothing more distracting than a mobile phone.

Your ad is competing for attention against other Instagram accounts as well as every other app on your prospect’s phone. It’s impossible to determine where and how they will see your ad. It’s likely that they are juggling many things at once: groceries, a dog and a flurry of Facetime calls from their mom. Why not make things easy for them?

If you’re looking to generate leads from your ad, provide an opt-in form that’s easy to read and simple to fill out.

Example: Easy2buytool

Easy2Buy is a tool that will let you sell directly from your Instagram feed. What they’ve made here is a nice and simple lead generation ad.

Instagram Ad and Mobile Landing page

Some breathtaking clouds with a bright colored logo. Okay, I’ll click.

This ad is clear and actionable. It uses distinct imagery, copy and branding from start to finish. There’s no friction and that’s what makes it inviting to click on.

The signup form is easy to understand and fill out without distractions. The greyed-out text lets the visitor know what information they need to share.

An added bonus is that the entire landing page fills my screen, which means there’s no need to scroll and I can keep multitasking while sharing my information.

Download Your Free 12-Point Mobile Landing Page Checklist

Optimize the heck out of your next Instagram campaign with our mobile checklist.
By supplying your email address, you authorize Unbounce to update you with sweet content from the Unbounce Landing Page and Conversion Optimization Blog.

Example: Foundr Magazine

Foundr magazine is a digital publication for entrepreneurs that curates insightful interviews, case studies and ebooks.

Instagram Ad Campaign images

Their ad copy s-p-e-l-l-s out what the prospect will receive when they click. The title of the ebook, “How to Convert Your Followers Into Dollars,” is included on both the ad and the landing page copy.

As you scroll down, there’s a form with a nice bright call to action button: “Download The Free Guide.” The color of the button makes it stand out from the rest of the form. And we know that the word free is an effective way to convert.

The simplicity of this form results in efficiency. You enter your information and you’re done!

2. Use Responsive Landing Pages

What makes Instagram so addictive is that it’s a minimalist experience. The main action is scrolling and the primary visual assets are images and video. Such simplicity requires the corresponding landing page to be simple too.

Using a responsive landing page goes beyond having a page that scales to fit the device; it’s about creating a truly frictionless experience.

This means using a landing page that:

  • loads fast
  • has several prominent CTA buttons
  • uses design elements to support the CTA

I can’t over-emphasise how discouraging it is to land on a page that isn’t responsive. They’re hard to navigate, they usually don’t render, and they make me want to tear my hair out. This is the point where most prospects just bounce. Ain’t nobody got time for that.

Creating a responsive landing page is one way to combat against this frustration. If you don’t believe me, just check out the examples below.

Example: Photoshelter

Photoshelter is a marketplace that provides cloud storage, website templates, business guides and more for photographers.

Example of how to market on Instagram

Look at all that shiny new equipment! As a photographer, I couldn’t help but click.

I landed on a page that didn’t elaborate on Photoshelter’s “Sign UpCTA. So, I kept scrolling because I wanted to know more about the features and benefits offered. Unfortunately, I scrolled for a very long time.

After bumping into a few people on the street, I finally landed on the “Start Free Trial” section at the bottom of the page.

This landing page scales to fit the screen, but it creates friction when it assumes the prospect will sign up using the first CTA button presented. What if a prospect needs more convincing?

The CTA button in your ad serves to prime people. It’s how you let them know what to expect: learn more, shop now, sign up or install now. Make sure to have multiple CTA buttons that reinforce your campaign goals throughout your landing page.

Making them scroll to the bottom of your page feels like an unusual form of punishment for a someone that liked your product enough to click, doesn’t it?

Example: Sonos x Apple Music

Sonos is an electronics company that creates wireless speakers and other products. They partnered up with Apple Music for a new campaign to curate music for your speakers.

IMG_8125

I’ve heard a lot about Sonos, so I was curious when I saw their carousel ad. It had cute images of a father and daughter participating in “unquiet time.”

But I was confused by what I landed on.

About 80% of the images on the landing page were GIFs of cool artists having a great time. There were so many different elements to click on it was hard to focus. Every scroll was met with friction: images and GIFs that simply wouldn’t load.

I was curious, though, so I kept scrolling. As I explored, my Instagram app crashed – not once, but five times.

Sonos’ landing page was more confusing than enlightening. Their CTA said learn more but there were no other places on their landing page that invited me to actually learn more.

Using GIFs is a cool way to attract attention but it was a poor way to communicate the value proposition of the ad. A responsive landing page makes sure the elements on the page support the CTA and don’t distract from it.

Besides the lack of clarity from ad to landing page, this page was so long and robust that my phone couldn’t handle it. This is a case where curiosity killed the app.

Example: Canadian Tire Canvas Lighting Collection

Canadian Tire is an iconic home and hardware store in Canada. With this Instagram ad campaign they are introducing Canadians to their new Canvas Lighting Collection.

Example Instagram Ad Campaign

Cool stuff! Canadian Tire used carousel ads to showcase their new collection of lamps in different settings.

I’m a sucker for accent lighting so I decided to click. I was surprised by the beautifully-curated campaign-specific landing page.

The experience from first click to last click was seamless. The page loaded fast, was fully responsive and it also expanded on the story introduced in the ads. As I scrolled through the landing page I was reminded why I clicked on the ad in the first place.

I loved this experience so much that I shared this ad with friends that are in the process of moving. Amazingly, Canadian Tire, an old retail store my mother used to bring me to, gave me a reason to want to shop more.

3. Be Adventurous, Test Video

Images and videos are what Instagram is all about, so make sure they not only stand on their own, but that they stand out from the crowd, too.

Your product or brand will be inspected within seconds and scrolled past even faster. Get it ready for its closeup so it can be seen in the best light.

Video, in particular, offers you a new way to engage with your prospects. Make sure to test things like video length, sound and format, and whether landscape or square video works best.

Now you can stand out from all those bespoke lattes set against marble countertops.

Example: Andy Boy’s Eat Broccoli Rabe

Yes, this is an ad about broccoli! Andy Boy has dedicated an entire account to it, and created an eye-catching and mouth-watering Instagram campaign around broccoli rabe (also known as rapini).

Example of an Instagram Ad

The fast chopping movement and the text across the video would draw anyone’s attention. I never thought I’d say this, but this was the most action-packed broccoli ad I’ve ever seen.

The CTA button on the ad led me to a page that fulfilled the “learn more” promise. Not only did I learn about the health benefits of broccoli rabe, but the landing page was filled with recipes, each of them enticing me to learn more.

A slick brand awareness campaign from beginning to end.

4. Think About Clarity

Instagram is all about consuming images and videos. Simplicity and clarity are key elements in the Instagram environment that should be defining principles when you’re building your next Instagram ad campaign.

Think of your ad as a  trailer for your landing page. The best movies trailers give you a teaser of what’s to come without giving it all away.

Your Instagram ad should do the same by cultivating interest and enticing people to click. Your landing page needs to deliver on what your ad promised, by matching the design and copy in your ad and giving the people what they came for in a clear, frictionless way.
Clarity is your friend. It’s what will ensure that prospects don’t become anxious and leave your landing page.

Example: The National Finance Journal

Instagram Ad campaign example

Bold flashy text and cool cars? Great. You’ve got me.

But when I click through, my excitement vanishes – and is replaced with insurance forms. There may be a wee bit of design match with some of the colors of the typeface on the ads and the CTAs on the landing page, but there is very little message match from the ad to the landing page.

I get that insurance is a highly regulated industry, but some sense of continuity would be great here. Matching the text over the images with the headline on the landing page would be a great start.

As a prospect I was compelled to click because of the image of cars and the associated monthly ticket price was attractive, but now I find myself on a lead gen form for car loans.

Is this what I originally clicked on? Giving up my name and email address seems like a lot of commitment with little explanation. Unfortunately, The National Finance Journal lost me.

Example: Videofruit

Instagram campaign example and landing page

You know what? This is actually a pretty good ad. Their value proposition is clear: “Get Your First 1,000 Email Subscribers.”

When I click through, I see an eye-catching visual: a giant illustrated hand. The progress bar at the top of the form creates a sense of urgency.

However, the visuals in the ad and landing page simply don’t match up. The lack of design match makes me question what I’m signing up to and reduces the sense of clarity I had before I clicked the ad.

Thinking about clarity is important when designing a campaign; without it, you may end up with leads that aren’t worth the cost.

Now go forth and create the best Instagram campaigns

Image of Captain Planet
Captain Planet’s Instagram campaigns would be clean, direct and responsive. Image source.

The core elements that make up an Instagram campaign are the same as any other social ad campaign — the main difference is that the entire experience, from start to finish, is mobile.

A great Instagram campaign needs to provide a great mobile experience by using mobile forms, responsive landing pages, unique creative and above all, clarity.

When you’re designing an Instagram ad campaign, make sure your landing page is responsive. Always check to see what the experience feels like before launching your campaign. Grab your phone and your friend’s phone, scroll and click. This is how you get better at the craft — by being your own best critic.

And remember: Instagram is a tool, much like a camera. You’ve got to know it inside out. Once you understand the platform, the mobile environment and what your prospects are expecting from you, you’ll be taking shots just like the pros.

Read more – 

Instagram Ad Campaigns: 4 Tips For a Better Mobile Experience

10 Actionable Marketing Blog Posts You Missed in 2015

Marketing trends are always changing. Some take flight, some evolve and some die.

But, with each new marketing trend comes new important insights and tips.

If you love self-improvement (like we do), and enjoy keeping on top of trends, it’s likely that you’ve bookmarked hundreds of blog post and articles in the past year. Maybe you’ve opened up multiple tabs on your computer in hopes that one day you’ll get some time to read them — posts that you’ve maybe completely forgotten about. Let’s be honest, you may never read these marketing blog posts.

Image of team working
These actionable and information-heavy blog posts will get you get you ready for next year’s big projects. Via Startupstockphotos.com.

The Unbounce marketing team has both written and read tons of actionable, thought-provoking marketing blog posts this year. We’ve selected the crème de la crème — posts that are the exact remedy to get your brain stimulated and on track to produce smart marketing ideas for 2016.

Here are 10 of our favorites posts that will help you step up your marketing game in the new year.


Handpicked: not-to-be-missed blog posts from 2015 that’ll prepare you for 2016.
Click To Tweet


1.Quality vs. Quantity: A 6-Month Analysis of the Age-Old Blogging Debate by Ginny Soskey for Hubspot

quality vs quantity graph

This post by HubSpot’s blog editor, Ginny Soskey, discusses the age-old debate: quality versus quantity of content. If you’ve been thinking about revamping your editorial strategy or even running some experiments with your content, this post delivery all the nitty-gritty details you could have ever wanted.

“But that’s not how blogging works in real life. To grow a blog, you need to consistently publish content that your readers enjoy reading. Yet exactly how often to publish and what those posts should look like can vary tremendously […].”

Why did we love this post? Ginny’s post takes no prisoners. No details are left behind in Hubspot’s ambitious blog publishing experiment. Every detail is laid out and provides a roadmap for how other marketing teams can plan and execute a full-funnel, data-driven content strategy.

2. Are Podcasts the Next Big Thing for Sponsored Content? by Celine Roque for Contently

bar graph of podcast listeners in America

In this post, Celine Roque lays out how marketers can leverage this medium in order to produce sponsored content. As it turns out, podcast listeners are among the most highly engaged of any medium.

As Celine puts it:

“Podcast listeners are actually “super listeners,” consuming more than one hour and 45 minutes of audio per day than the average American, and they spend more than 25 percent of their total audio time listening to podcasts.”

With shows like Serial and This American Life gaining mainstream popularity, podcasting has moved beyond the niche and hobbyist world into something we should be taking notice of and experimenting with.

3. Growth Is Not A Hack by Phin Barnes for First Round Capital

image of child next to meter stick measuring height

The struggle (for growth) is real.

Sometimes, growth hacking is considered a “throw spaghetti on the wall” solution for attracting users, yet growth is a strategy based on observation of markets and understanding the consumer — it’s anything but a hack.

Phil Barnes has insider insight from First Round Capital’s portfolio of companies — companies that they fund at the seed level and that are dependent on growth to survive. Phil shares his expert advice and gives us an in-depth understanding into what growth actually means for a company.

Quote: “As you scale, you need to think about quality of users, not just quantity. Critically, growth is not just about adding net new users, but about developing a deep understanding of how to make your business grow.”

His advice is valuable, but his insights on how to shape your growth efforts into a full-blown strategy are essential for any startup, marketing team or entrepreneur looking to move beyond top-of-the-funnel acquisition.

4. 3 Google Analytics Reports to Help You Find Blog Post Ideas Your Readers Will Love by Andy Crestodina for Unbounce

Image of Data Plastic figures from Startrek

Content marketers often rely on their creativity and writing chops to create content that resonates with their audience. In other cases, content marketers may have a love of data and strategy. Andy Crestodina is the whole package.

His post runs through how to use Google Analytics to find blog post ideas when your creative well may have run dry. He also highlights that it’s important to use data alongside empathy to guide us:

“As a content marketer, you can take the guesswork out of the process by using data-driven empathy: using analytics to get into the heads of your visitors and find topics they care about most (and the topics that will convert).”

If you’re a content marketer working for yourself, a company or an agency, this post breaks down each step you’ll need to make data part of your content creation process. Take a walk on the wild side and make room for some Google Analytics data that will help your marketing ideas in 2016.

5. 7 Strategies to Make Your Lifecycle Emails Work Smarter For You by Janet Choi for Customer.io

Image of hello my name is tag

Chances are that you’re currently using email marketing in one way or another. But if you’re sending out lifecycle emails and are considering revamping them to better suit your goals in 2016 — this post is for you.

Janet Choi’s post is a tactical yet fun approach to email marketing:

“Welcome emails are your chance to create a positive first impression and secure the trust that will fuel a long-term customer relationship. All you have to do is follow the lead of that fictionally famous swashbuckling swordsman Inigo Montoya.”

She breaks down what a healthy lifecycle email marketing strategy should look like and gives helpful tips on customer retention, conversion and engagement. If you’re in the market to improve your current lifecycle email strategy, this post has your name all over it.

6. The Superhuman Guide to Twitter Advanced Search by Ash Read For Buffer

image of advanced search Twitter infographic

If you’re past the “just trying this Twitter thing out” phase and you happen to be a marketer, this post is going to knock your socks off. Social platforms like Twitter have a ton of useful information, but it’s all in how you mine for it.

This is where Ash Read’s post comes to the rescue. Ash dives deep deep into Twitter’s Advanced Search and gives detailed, step-by-step instructions that will show you technical know-hows as well as how to leverage Advanced Search for marketing hacks and experiments.

The post reads almost like a manual and it’s sure to take your social media sleuth skills to a new level by arming you with all the necessary data you need to monitor tweets more in-depthly, come up with content ideas or even find new sales leads.

If you’re currently using Twitter every day, then taking advantage of the Advanced Search function should be a no brainer  in 2016.

7. We Analyzed 37,259 Facebook Ads and Here’s What We Learned by Andrew Tate for AdEspresso

Image of AdEspresso blog

What elements make a Facebook Ad convert? Does the text really matter? Is choosing eye-catching images really all you need?

If you’ve ever asked yourself any of these questions then this post by post by Andrew Tate has the answers. Andrew and the AdEspresso team have likely created the most comprehensive roundup of Facebook ads out there.

Whether you’re a performance marketer or interested in social ads and A/B testing, this post is full of information that gives you insight into what the big players are doing, what trends or words are most effective or even what tone works best.

This post goes beyond common best practices and dissects currents ads. The result is a post that is full of actionable information from top to bottom. Don’t make any more ads without reading this post.

8.Our 8 Biggest Conversion Optimization Wins of 2015 (So Far) by Alex Turnbull for Groove

image of conversion experiment

Sometimes it’s hard to think of creative ways to increase conversions, places where some tweaking could lead to magical things. If you aren’t lucky enough to work with a CRO expert, there are many experiments you can run to help increase and optimize conversions in your business.

“No matter how high your conversion rates are, or your customer base, or your revenue… there’s room to grow. And holding steady is not an option. If you’re not doing more every single day to grow faster and stronger than the day before, then the hungrier company right behind you will. Conversion optimization is no different.”

Alex Turnbull’s post breaks down eight conversion experiments that Groove attempted this past year. Alex gives a step-by-step for each of these conversions experiments so that you, too, can run these experiments with your campaigns. From giveaways to autoresponders, this post will inspire you and your team to get testing in 2016.

9.The Step-By-Step Guide to Launching a Top-Ranking Podcast in iTunes by Stephanie Saretsky for Unbounce

image of headset and computer

If you’ve caught the podcasting bug, this post by Stephanie Saretsky is one of the few comprehensive how-to podcast blog posts out there. In fact, we dare you to find another one like it.

“No one is teaching how to actually podcast effectively – in a way that engages prospects and actually gets them to convert.

With many marketing brands jumping on the podcasting bandwagon, why not take a stab at reaching customers or potential leads in a more direct way by using Unbounce’s personal experience as a starting point?

This post goes beyond just editing your podcast and uploading it to iTunes. Stephanie guides you from the ideation phase all the way to dissemination via social platforms to even setting up possible partnerships.

With such a detailed step-by-step guide, it’s hard to miss a beat.

10.Why an Instagram Tweak Spells the Beginning of a Multibillion-Dollar Industry by Ryan Holmes for Recode

instagram image of two ice cream cones

Instagram’s previous ad offerings used to set you back a whopping $200,000! Luckily, Instagram’s API has now opened up a new world for marketers in the mobile advertising space. With this new access comes endless possibilities for advertisers like us to experiment. Let the race begin!

Ryan Holmes rounds out the importance of Instagram’s API offering and encourages digital marketers to jump to it. Like Ryan says:

“With Instagram’s new API offering, ads can now be purchased by just about anyone, using online ad-buying tools offered by official Instagram partners. The move has been called “one of the most anticipated moments in the evolution of advertising.”

Gaining access to a new ad platform is great news for performance marketers and content marketers, and surely something fun to test drive and generate new marketing ideas in 2016.

Make 2016 a year full of testing and experimentation and growth

We’ve specifically chosen blog posts with actionable marketing tips, interesting case studies and important trends. Each post touches on different aspects of digital marketing, including conversion optimization, growth marketing and even social media strategy in order to give the best tips out there.

With these posts covering the full spectrum of marketing, we hope you’ve got some new tools in your toolbox to help you become a better marketer in 2016.


Become a better marketer in 2016 by catching up on the posts you missed in 2015.
Click To Tweet


Did we miss any key posts from 2015? Share some of the posts that inspired you this past year in the comments below.

Follow this link: 

10 Actionable Marketing Blog Posts You Missed in 2015

How Google’s Customer Match and Instagram Ads Are Rewriting the PPC Playbook

new-ppc-ballgame-650
It’s a whole new ballgame with these ad feature releases from Google and Instagram. Image source.

Recently, Google announced Customer Match, a new method of ad targeting that allows marketers to upload a list of email addresses — which they’ve been collecting in a CRM or a mailing list — and target ads at those users and audiences similar to them.

If that doesn’t really sound so new, well, you’re right. Facebook and Twitter have had this functionality for quite a while. Facebook’s offering in particular is extremely powerful due to the immense amount of information it knows about each user. In this aspect, Google is playing catch-up.

But it doesn’t really matter. The power of being able to target ads across YouTube, Gmail, and Google search cannot be understated. As long as the email address is associated with an account on any of those services, your ads can reach them.

And it’s not just users whose emails you already have. Google is also allowing advertisers to target similar audiences based on a Customer Match list. However, they can be targeted on YouTube and Gmail only. Search, at least for now, is excluded.

There’s one limitation to Google’s Customer Match that doesn’t exist in its more social-oriented competitors: to target a matched list, it needs to have at least 1,000 valid entries. Since the likelihood of all of your leads having Google accounts is pretty low, you’ll likely need a larger list than this in order to run a Customer Match campaign.

With most of the major digital advertising providers now accepting email lists, the trend line is clear: businesses that prioritize collecting information early and nurturing a prospect into converting are at a huge advantage when it comes to remarketing.

Get a head start on collecting leads to match: Check out Unbounce’s free 7-Day Lead Gen Landing Page Course →

Instagram campaigns now available to all Facebook Power Editor users

While Customer Match is an obvious and belated shot across the bow in Facebook’s direction, the social media behemoth has a big announcement of its own. Instagram ads are finally available to all, and better yet, they’re accessible through the same tool you use to run campaigns on Facebook: Power Editor.

Facebook-Power-Editor
Power Editor, Facebook’s self-serve advertising tool for managing many active campaigns at once.

That means all of Facebook’s targeting options — including Custom and Similar Audiences — can be used to target ads at Instagram’s 400 million (and counting) monthly active users.

Instagram-Ads

Instagram ads come in a few different formats, all of which allow clickable calls to action that lead to links or apps.

  • Image ads, which look like a standard Instagram post, except for the CTA.
  • Video ads autoplay in the feed and can be up to 30 seconds long — double the length afforded to regular users for their own video uploads.
  • Carousel ads allow you to attach multiple images to the same ad, which can be swiped through by the user. It remains to be seen if they’ll follow in the footsteps of web carousels, which users generally don’t explore beyond the first slide.

One of the benefits of advertising on social networks is that the advertisements are native; they’re presented largely in the same way as user-generated content, within the stream of content that the user is already viewing.

On mobile devices, the impact is amplified further by the fact that these ads take up the whole screen. While this is hugely beneficial — directing attention towards your advertisements is significantly easier — it’s also a double-edged sword.

Check out this tweet from developer Marco Arment:

A tweet from celebrity developer Marco Arment (Tumblr, Instapaper, Overcast) reacting to seeing ads in his Instagram feed.

This is the perception you’ll be fighting at every turn.

Perhaps more than any other social network, the Instagram feed has a cadence, a unique feel all of its own. Users have spent years curating their feeds into the perfect digital magazines, tailored around who and what they love.

This means your ads should ideally be beautiful, genuine photographs. And in fact, Instagram has taken steps to enforce that: ads on Instagram can’t have overlaid text (which naturally betrays the expectation of a photograph) nor a logo — although a logo printed on a product is A-OK.

More than in any other channel, crafting ads that are carefully tailored and targeted at specific audience segments will be crucial. It’s great then, that Facebook’s Custom and Similar Audiences allow you to do just that.

The final caveat: while Instagram has already become big business for #brands, it remains to be seen whether that same success will materialize for lead generation and non-ecommerce conversions. Instagram’s existing case studies focus almost entirely on ad recall — how likely a user is to remember an ad later — rather than hard conversions. And its unique cadence may make it a tough fit in for certain kinds of products and services.

In the war between Facebook and Google, we’re all winners

Facebook long ago surpassed Google in revenue collected from advertising, and Instagram is set to explode, as well: eMarketer is already predicting that revenue from advertising on Instagram will reach $2.81 billion in 2017.

The success of Facebook’s advertising product for both Facebook and advertisers is largely due to the level of targeting specificity that Facebook offers, enabled by its rich user database.

Now that Google has responded with a nearly identical offering, the stage is set for volumes of the PPC marketing playbook to be rewritten. More than ever, building customer databases and crafting hyper-specific campaigns — in both their targeting and their creative direction — will be crucial to winning clicks and conversions.

Read the article: 

How Google’s Customer Match and Instagram Ads Are Rewriting the PPC Playbook