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22 Evergreen Secrets to Create Great Facebook Ad Design

There’s so much to take into consideration and it’s no surprise that brands and marketers alike feel stumped when it’s time to head to the drawing board.

After managing almost 300 million dollars of ad spend in Facebook Ads worldwide (and wasting lots of our own money making every conceivable mistake), we still learn new, surprising things with every new campaign we create.

In this post, we’re going share what we discovered in 10 years of hard work: The 22 Facebook Ad design secrets that will give your campaigns a boost.

As more advertisers realize the potential and jump on board, the increased competition can quickly turn a winning Facebook advert into a money-waster.

Each ad campaign should be designed specifically for niche segments of your target audience, with copy, images, and even placements carefully selected based on that buyer persona.

We’ll discuss this more in a minute, but it’s so crucial we wanted to mention it upfront, because if either targeting or audience-driven creatives aren’t in place, your campaigns will suffer even if everything else is in order.

Even if you think you’ve discovered the ultimate design hack to drive sales through the ad platform, remember that consumer behaviors change, ad formatting changes, and new ad placements roll out constantly, affecting otherwise stable results.

For example, you might test two different images with two different copy texts (2 images x 2 texts = 4 variations).

While illustrations perform pretty well and are great branding, an ad with a picture of a person performs far better when it comes to driving certain actions like downloads: Look at that!

Then mix it up to keep things fresh: vary both copy text and images to reduce Ad Fatigue and steer clear of high ad Frequency, which can decrease ad effectiveness.

Facebook and AdEspresso both offer native split testing options, allowing you to upload multiple text and image options at once to a single campaign.

People resist buying your product because they’re scared of losing money, which is rooted deeply in the psychological phenomenon known as loss aversion;

Both use social proof in the ad copy, but you can also feature the same information in the image or video itself (just remember to keep the text to less than 20% of the image”s surface area).

That alone is a big statement of social proof, and they then show multiple women in different body sizes in the video wearing the pants to show their versatility.

(Pro tip here: Avoid using the star emojis in your ad copy on Facebook, it can get your ads rejected.)  Users want to know the others are excited about the product and have had positive experiences, and social proof is the best way to comfort users, reducing their fear while getting them excited about the product at the same time.

The right CTA can absolutely increase CTR and conversion rates significantly, so you don’t want to pass up the opportunity here, and you’ll also want to test different options when relevant.

For the most powerful impact, include a CTA in your copy text and/or headline, and make sure that it’s aligning with the clickable CTA button that you add to your campaign.

Our emotional side has a lot to say when it comes to buying, though our rational side may hold us back. Ultimately, appealing to features and benefits with your ad campaigns can help you appeal to both the emotional and logical aspects of a consumer, increasing the likelihood of a conversion.

Imagine what would happen if, after clicking an ad for red sports shoes on Facebook, you ended up on a generic page with hundreds of sports shoes without one that is red.

Different ad placements have a tendency to perform differently, and you want to know which are best for conversions, which are low cost, and which may be great for targeting cold audiences that you can retarget later.

Keep in mind that you’ve only got three lines of copy even in the newsfeed before Facebook cuts it off on mobile, so you want to front-load the most important information towards the beginning of your copy.

Point #6 above describes how you appeal to the emotional side of your users by highlighting the benefits of your product, but this does not mean you should over-promise or, worse yet, lie outright.

If you’re not harnessing the psychological powers that different colors can have, then you’re missing out on a vital creative force that every top Facebook ads pro is using.

Here are some of the major science-backed trends in how people perceive colors that you should keep in mind: When planning out your ad creative and deciding on a color to use, think about the market you’re selling to, what they like, what they expect, and then you’ll be thinking along the right lines.

But these companies, part of the legendary Seven Sisters of petroleum production, are heavily differentiated in the brains of consumers thanks to their incredibly distinctive colors.

But you’re not fully capitalizing on the power of Facebook ads unless you’re also changing the content of your ads to match the geographic region you’re targeting.

If you’re going to spend the money to target customers in expensive urban areas like New York City and San Francisco, it’s worth capitalizing on that specificity to drive home a more personal, targeted message in your advertising.

Newsfeeds—which are asking people to pay money for products—but capitalizing on the psychology of free does not mean you have to give away your product for free.

Content marketing is a powerful way to grow your business, but you can’t have a great lead generation magnet unless people actually read it and get value out of it.

Giving away helpful information for free is the easiest and most effective way to spread your content and show people that you’re a trustworthy source of information.

When you show people an ad that feels like it’s just about them, they’re way more likely to stop, click, and share because they feel a personal connection to it.

And then there’s the well-known psychological effect called pareidolia that causes humans to look for faces in everyday objects like stoves and toilets.

Since we can get items in less than 5 hours off Amazon and virtually every other e-commerce platform offers some 1-2 day shipping options, people feel as though they can probably get whatever they want whenever they want.

Try some of the following words with the next special offer that you put on Facebook: All of the above tips belonged to our original post (and have been updated to reflect any necessary changes based on Facebook updates since).

Standing out in the newsfeed (or the Story feed, or the right column) is crucial to getting results, and when you use these different formats and placements correctly, you’ll be able to deliver your desired effect in a powerful way.

Imagine wanting to showcase the excitement of an upcoming event you’re hosting and utilizing Canvas Ads to share videos, announcements, and lists of different speakers, ending with a CTA to register now.

Facebook’s Dynamic Ads allow you to create templates and upload product catalogs, which will then automatically generate an enormous number of ads that automatically pair up the correct product with its description, price, and other relevant information.

And since these ads are often shown during retargeting campaigns to users who have recently viewed the specific product pages, there’s an increased chance of CTR and conversion.

This gives you the chance to convey more information to users in a shorter space than a text-based ad ever would allow, complete with background theme music to enhance the effect you’re going for.

Ideally, your ad campaigns marketing videos should meet the following criteria for best results: When you design your ads in a way that immediately demonstrates and offers value of not only the offer itself but of your brand and/or product, you’ll be in good standing.

This includes: We’re living in an increasingly mobile-first world, where users are on their mobile devices at heightened levels and slowly shifting towards leaving desktops behind.

Users who click to view a video and realize they have to turn their phone sideways, for example, may be just turned off by the experience enough that they’ll leave the ad where they otherwise may have stayed.

In the example below, for example, Plated uses a video featuring a family cooking and laughing together to really set a scene and establish that emotional connection.

Carousel ads are another good option for storytelling, as each image and video slide can set a different scene, and video ads are unsurprisingly incredibly effective for this purpose, too.

Remember to keep your specific audience and goals in mind when designing your Facebook Ads, and to thoroughly test these different design strategies and tips to see what your audience is most responsive to.

42 Digital Marketing Trends You Can’t Ignore in 2020

The robots can read license plates, report suspicious activity, and collect data to report to their owners.” You can rent these R2-D2-like robots for $7 an hour – which is less expensive than a human security guard's wage:

Just a couple years ago, Gartner analysts predicted that by 2020, AI technologies would be pervasive in almost every new software product and service – a prediction that Harvard Business Review seconded earlier in 2019.

According to Techgrabyte: “Artificial intelligence is the biggest commercial opportunity for companies, industries, and nations over the next few decades” and “will increase global GDP by up to 14% between now and 2030,” which means that “AI latecomers will find themselves at a serious competitive disadvantage within the next several years.” Here are the top reasons why organizations are adopting AI in their business:

AI can analyze consumer behavior and search patterns, and use data from social media platforms and blog posts to help businesses understand how customers find their products and services.

Mastercard created a Facebook messenger bot – which uses natural language processing software to decipher what the customer wants and respond as if it were a real person – to automate handling payments:

According to Irina Kovalenko of SmartyAds: “Most search-driven manual advertising campaigns (even those performed with professional tools) take into account three or four targets: the keyword, time of day, and location.

Such tools like programmatic demand-side platforms can use hundreds of targeting signals to individualize the advertisement and even target according to lifestyle or behavior habits when integrated with customer data platforms.” Here’s a quick look at how programmatic advertising works:

Many customers prefer interacting with chatbots as they are responsive 24/7, give answers promptly, accurately recall your entire buying history, and never lose patience.

These virtual assistants offer outstanding customer service by meeting customers’ expectations and automating repetitive tasks – which means that you can focus on more important work.

Unlike traditional strategies, this form of marketing is now available across multiple channels, allowing brands to meet customers on their terms: on the devices, platforms and time schedules that suit the customer best.

As we prepare for the future, it will be more important than ever for businesses to be available across a broad spectrum of channels, and to make sure you’re communicating the way people prefer to communicate.” Ultimately, the primary goal of conversational marketing is to enhance the user experience through a feedback-driven model that fosters higher engagement and greater loyalty.

Consider these personalization stats: Kevin George from EmailMonks asserts that “personalized, triggered emails based on behavior are 3x better than batch-and-blast emails.” When you want to study examples of the power of personalization, it’s hard to overlook Netflix and Amazon, with their tailored recommended products or movie titles.

These numbers show the importance of incorporating video into your digital marketing strategy in 2020: Video is by far the most popular way customers want to learn about new products:

Because influencer marketing is generally more authentic than corporate advertising: For this reason, Iceland, a popular British supermarket chain, switched from ads with celebrities to a campaign that features real-life moms.

It’s helping identify those with better engagement, fewer fake followers, and a higher chance of generating a positive return on investment (ROI). In addition, artificial intelligence is transforming influencer marketing in the following ways:

These statistics show the popularity of social messaging apps, and since people are spending more time messaging each other, it makes sense to market your company’s products and services where your potential customers are hanging out.

In fact: Reasons for your brand to use messaging apps include: Visual search can take the user experience to a totally new level: People can upload an image to conduct a search and get more specific results.

They came out with Lens, a visual search tool that allows users to take a photo of an item to find out where to buy it online, search for similar products or view pinboards of related items.

As Marketing Land puts it, it turns your phone’s camera into a search bar: Since the launch of the beta version, Pinterest's Lens now recognizes 2.5 billion home and fashion objects, has inspired over 600 million searches on Pinterest’s mobile apps and browser extensions, and has seen a 140% uptick from launch day.

Instead of typing queries into a search engine, you can directly search via images to find similar images, price comparisons, local shopping results, etc.

To take advantage of micro-moments in 2020, you need to be where consumers are searching for information in the moment – or, as Google puts it, marketers have to “be there, be useful, be quick.” The growing popularity of micro-moments means that marketers must rethink the linear marketing funnel that follows a set path: awareness, consideration and decision.

This makes the quality, relevance and usefulness of marketing more important than ever.” To get the most out of micro-moments in 2020, you should: The increasing use of voice search has made it important for companies to rethink their digital marketing strategies in 2020.

As Digital Marketing Institute puts it: “Adopting a voice search strategy isn't just about remaining relevant – it’s also about creating a unique and optimized customer experience that will foster relationships and build brand loyalty.” Many brands are already including voice search in their digital marketing strategies to deliver value-based content effectively to their customers: Google Assistant has 2,000 “actions” and Alexa has 30,000 “skills,” which are functions that allow these voice assistants to react very specifically to user commands and queries:

That means that Alexa will tell you the answer to your question along with a “word from her sponsor.” For all voice technology, remember to write in a conversational tone, focus on getting featured snippets on Google, and think about keywords that people will speak rather than type.

The benefits of using social media stories include: Get inspired by some of these ways to use social media stories: Push notifications are on the rise, with 85% of online stores using them in 2019.

As part of the bid to engage users on multiple channels, browser push notifications are something you will see more and more brands adopting in 2020 – and they are getting more sophisticated and personalized.

In fact, using personalized push notifications increases conversions: Notifications triggered by behavior are being used to re-engage people who have shown interest but failed to convert, and in recovering revenue from abandoned shopping carts:

The advice from Google’s John Mueller is that “rather than chase the latest SEO trends, it’s more important to ensure a site has fast speeds, useful links, and well-written content.” In fact, content marketing is so important that 88% of B2B content marketers agree that creating content makes their audience view their organization as a credible and trusted resource:

Platforms like ClickFlow suggest pages with untapped SEO potential — a high-impression count but a low click-through rate (CTR) — which you can then improve to increase traffic, leads and, of course, conversions:

Instagram believes this will make it easier for businesses to reach prospective new customers, as it will effectively shorten the sales funnel, giving consumers the instant access they desire.

To stay ahead, brands must present a seamless, consistent voice and message across all available mediums, including physical storefronts, social media channels, online, in catalogs and anywhere else you can imagine.

Stats show that brands using three or more channels in an automation workflow can generate great results: With ever-more sophisticated SaaS companies providing the tools to manage multiple channels more efficiently, it’s becoming easier to manage an omnichannel strategy, although it can be a challenge.

In terms of digital marketing trends, we will see a lot more of this, as it is being used in advanced lead scoring, as well as for segmentation and individual personalization, which helps marketers reduce churn and improve customer loyalty.

One such example is Amazon Assistant, a Chrome extension from the retail giant that allows users to permit product recommendations from Amazon to extend beyond the website to make personalized offers while they are browsing elsewhere on the web:

Graham, host of the Game-Changers Business podcast, says: “Where predictive analytics uses machine learning to predict what will happen, augmented analytics uses machine intelligence to boost human intelligence with the why, so we can work faster and smarter on ever-larger datasets.” Gartner predicts by 2020 over 40% of data science tasks will be automated, which means that insight into the enormous amounts of big data that businesses are collecting will allow for better and more personalized decision-making and thus increased productivity.

Dive Deeper: While the idea of marketing to people based on their location is nothing new, we do expect an increase in the use of geo-fencing – this market is set to grow to $2.4 billion by 2023 – along with the rise of mobile use:

A target area is defined as, say, within a mile of a restaurant, and when a user enters or leaves this area, they receive a push notification, text message or another form of marketing communication.

They offer the functionality of a native mobile app – fast load times, push notifications, working offline, utilizing device hardware, etc.

In fact, one survey found that 90% of shoppers reported that UGC influenced their decision to purchase more than any other form of advertising, with a whopping 97% of 18-29 year olds saying that it had an “extreme influence.”

UGC can be as basic as blog comments and testimonials or it can take the form of blog posts, images and videos created by users. GoPro's entire YouTube channel is dedicated to UGC, showing high-quality videos produced by its customers using its hardy, portable cameras.

Dive Deeper: 8 Ways to Encourage More User-Generated Content (UGC) As defined by Blockgeeks: “A blockchain is, in the simplest of terms, a time-stamped series of immutable data records that is managed by a cluster of computers not owned by any single entity.

Quantum computers, however, use a new unit of measurement, a single atom known as a qubit (literally ‘quantum bit’), which greatly increases the computational power of a system.” Another way to visualize quantum computing is to imagine a huge library: “While a classic computer would read every book in a library in a linear fashion, a quantum computer would read all the books simultaneously.

Source In 2020, the world’s big data industry will continue to grow exponentially, which is great news for marketers – if you know how to harness the power of big data.

As Neil Patel says: “Marketing will become a more even playing field and you’ll have no choice but to use automation.” Related Reading: With intense competition on social media slowly suffocating organic reach, paid advertising will become a more trusted force in 2020.

Google explains that with Smart Bidding: “Machine learning algorithms train on data at a vast scale to help you make more accurate predictions across your account about how different bid amounts might impact conversions or conversion value.”

This works for any number of PPC goals, including: Smart bidding allows you to use many different signals for your bid optimization, including: The bottom line is that with Smart Bidding running the show, marketers will have more free time to focus on strategy, copywriting, and analytics.

In 2020, at least 30% of all Internet searches will be conducted without a screen, and since 40.7% of all voice search answers come from a featured snippet, if your marketing is strong enough, you could be the one hitting that coveted spot.

Also known as rank zero snippet or position zero, this is the holy grail of modern-day SEO, as it directly answers user search queries without any need for the user to click a link.

If Jimmy’s Medical Blog (not a real site) gives some bad advice that leads to a mom poisoning her child with some amateur advice on home remedies, that’s not good for Jimmy’s brand – or Google’s reputation of delivering quality results.

Neil Patel advises marketers to focus on building their expertise, pointing out that they can bolster their reputation with guest posts on industry-leading blogs, speaking at conferences, and by applying for awards.

Asha Keddy of Intel says: “5G will enable a fully-mobile and connected society — unleashing human and technological possibility, and fuelling business and financial opportunity.” As Adage puts it: “The arrival of 5G may also finally bring millions of rural consumers into the high-speed data lanes where marketers increasingly sell their products.

Of course, this brings up concerns of adverse effects on health and the environment from RF (radio frequency) radiation, the electromagnetic emissions produced by wireless phones, but that is a topic for another article.

Recently, Forbes reported that British Airways was slapped with a £183M fine for a data breach, and the hotel chain, Marriott, got stung for £99M after failing to protect the personal data of 339 million guests.

As Forbes points out: “In the United States, marketers have become so lax in their targeting practices that every one of us has to take several minutes a day to delete from our inbox – both professional and personal – the dozens of emails that are not relevant and clearly not welcome.”

As per QuanticMind: “These days, it’s expected that connected devices and technologies will unobtrusively, and sometimes stealthily, collect data on our vital functions, what we do, where we go, what we share, what we believe, what we buy, who we know, how we move and even what we eat.”

These epic posts are sometimes called 10X content or pillar content, which is basically content that provides a complete answer to any question a user may be searching for on a given topic. is a semantic vocabulary of tags that enables website owners to embed structured data on their web pages so that search engines can clearly understand, interpret and represent the content in response to a search query.

With almost 50% of all global Internet traffic now happening on mobile devices, the competition for these rich results is heating up, so we’ll see a lot of marketers focusing on leveraging structured data in 2020.

That being said, DuckDuckGo – a privacy-focused search engine founded in 2008 that has gained a niche popularity among privacy-minded users – has made some waves recently with its tagline “the search engine that doesn’t track you” because “search engines don’t need to track users to make money.”

But we are subject to the California Consumer Privacy Act (CCPA), which requires at least $25 million in annual revenue, and we are well above that.” In the spirit of online privacy (trend #33 above), while Google has become embroiled in data scandals such as the Cambridge Analytics fiasco, DuckDuckGo has meanwhile seen massive growth as it hit 1 billion searches in the month of January 2019:

Related Reading: How to Create the Ultimate Marketing Funnel (Templates Included) In 2020, we'll see brands tapping more into the potential of video and interactive content on social media to get attention, but they must follow it up by being authentic on their social channels, and by working hard to nurture a community of engaged, loyal followers.

As social media strategy consultant Neal Schaffer puts it: “If your business wants to survive in organic social media in 2020, I believe that this sort of humanization of your brand will be necessary.” This growth is unlikely to falter in the wake of Instagram removing likes from the platform.

From Social Media Today, here are some social media trends to keep an eye on: Dive Deeper: The Beginner’s Guide to Crafting a Highly Effective Social Media Strategy in 2019 Last, but certainly not least, we’ll dip our toes into one of the most wow-inspiring digital marketing trends of 2020: neuromarketing.

It is essentially designing marketing materials (including your website, ads, email campaigns and content) to evoke specific neurological reactions that trigger emotions or responses that are linked to purchasing.

The company combines biometrics, neurometrics and complex algorithms to analyze attention and emotion levels, effectively helping marketers figure out what content to focus on and what to avoid.

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