Learnings from BrightonSEO

Learnings from BrightonSEO

Photo courtesy of @danwht
Those in the industry will most likely already be aware of BrightonSEO: a biannual, one-day marketing conference for digital types. As the name suggests, much of the subject matter is based around SEO, but the programme continues to become more diverse each year.

Our favourite insights this year came from two great talks in the afternoon (overlooking the sea) on paid social.  As is generally the case with BrightonSEO, the sessions were practical and these two had some particularly brilliant tips.

Here are Tess’s top 10 learnings from two of the best sessions.


Social Media Advertising: Top Tips for Unlocking its True Potential:
Ned Poulter, Pole Star Digital
  1. Boosting doesn’t allow the targeting, use page post engagement ads
  2. Get the pixel running, just putting tracking on the links won’t give you all the data.  Get a Google Tag set up
  3. Never run more than 3 creatives alongside each other – they won’t all run
  4. Make sure you put a frequency cap in
  5. With Video View campaigns are cool, remarket to the viewers that have viewed to a certain point
  6. Page post conversion, tag the product (when reposting something that’s already viral) – so if posting something from i.e. Huff Post that has relevance to one of your products, tag the product in your post copy
  7. When running Lead Generation, maybe create a custom audience for the people who didn’t complete the form
  8. Do remarketing
  9. Use Ad Parlour for proofing
  10. Use Ad Espresso – FB Ads gallery – for inspiration


How to Spot Boss Sequential Advertising on Facebook: 
Tara West, Etch
  1. Sequential advertising allows you to woo your audience on Facebook and increases conversion
  2. Don’t use the Facebook Sequential Ads product – it’s very expensive and doesn’t adapt to your needs/campaign and it’s not optimised for CPC
  3. ‘Shop now’ is too forward for a first contact
  4. It’s great for telling brand story
  5. It reduces creative fatigue
  6. Create a sequence per audience type
  7. Adjust the length of sequence depending on existing awareness
  8. Test lots of ad formats – Web clicks x 2 = lots of traffic, video + web clicks = conversion
  9. Make sure your emails, other digital campaigns, etc don’t fall out of sequence with your fb ads – don’t want conflicting messages going to the audience
  10. Use the frequency to know when to move on the next ad