Social Media – Okon Schwarz – your advertising agency from Erfurt, Thuringia https://okon-schwarz.de Advertising agency for web design, online marketing, SEO, SEA & social media from Erfurt, Thuringia Mon, 16 Feb 2026 08:59:56 +0000 en-GB hourly 1 https://okon-schwarz.de/wp-content/uploads/2022/09/cropped-Favicon-Okon-Schwarz-32x32.png Social Media – Okon Schwarz – your advertising agency from Erfurt, Thuringia https://okon-schwarz.de 32 32 Case Study: Digital Travel Magazine “Travel Together in the Weimarer Land” https://okon-schwarz.de/en/case-study-digital-travel-magazine-travel-together-in-the-weimarer-land/ Fri, 13 Feb 2026 17:24:40 +0000 https://okon-schwarz.de/?p=20751

Initial Situation

Weimarer Land Tourismus e. V. is responsible for destination marketing for one of the most culturally and scenically attractive regions in Thuringia — located in the city triangle between Erfurt, Weimar, and Jena.

The association’s goal is to position the Weimarer Land as a modern, sustainable, and high-quality holiday destination.

The challenge:

The traditional printed travel catalog was no longer up to date. Content becomes outdated quickly, production cycles are long, flexibility is limited — and today’s digital audience expects inspiration, interaction, and immediate booking options.

A new approach was needed.

Goal: A Digital Travel Magazine with Experiential Value

Instead of creating another static website, the objective was to develop a digital magazine that:

  • Tells stories instead of merely listing information
  • Evokes emotion and creates inspiration
  • Connects editorial content with concrete booking options
  • Can be flexibly maintained and further developed by the client
  • Is technically high-performing and fully mobile-optimized

In short: a complete digital travel experience in one place.

Our Role as the Agency

Prior to this project, we were already responsible for the technical maintenance of the association’s website and had jointly developed a “Digital Pool” — a structured collection of digital assets, forms, and content to streamline collaboration.

Building on this foundation, we were commissioned again — this time for:

  • Concept development of the digital magazine
  • UX and UI design
  • Technical implementation
  • Template development for editorial content
  • Performance marketing to promote the launch

Implementation: Dynamic Instead of Static

The key difference:

This was not intended to become an “online PDF,” but a dynamic, modular platform.

Our solutions:

1. Modular Template System
We developed flexible templates that enable the association’s team to independently publish reports, interviews, photo stories, and videos — without technical barriers.

2. Storytelling Structure
Instead of purely functional navigation, the magazine focuses on journalistic features, insider tips, and thematic travel narratives.

3. Responsive & Performance-Optimized
The magazine was fully responsive — optimized for desktop, tablet, and smartphone.

4. Conversion Integration
Editorial content was strategically linked to booking options. Inspiration and action are only a few clicks apart.

Collaboration

A key success factor was the continuous and structured exchange with the association’s representatives.

Feedback loops were efficiently integrated, revision requests implemented promptly, and design decisions aligned collaboratively. This resulted in an outcome that is convincing both strategically and visually.

Launch & Marketing

The digital travel magazine officially launched on August 15, 2025.

To support the market launch, we accompanied the project with:

  • Google Ads campaigns
  • Meta campaigns (Facebook & Instagram)
  • A social media giveaway to increase reach
  • Content partnerships

The goal was to generate awareness, build reach, and drive qualified traffic to the new magazine.

The Result

Today, “Travel Together in the Weimarer Land” presents itself as:

  • An interactive, visually strong platform
  • A high-quality editorial online magazine
  • A source of inspiration for short trips and holidays
  • A digital interface between storytelling and booking

The project demonstrates how regional tourism marketing can be modernized and sustainably strengthened through digital strategy.

Conclusion

With the digital travel magazine, a traditional print product was successfully transformed into a scalable, dynamic online format.

For us, this project exemplifies how strategic design, technical implementation, and performance marketing interlock — creating measurable added value together.

Planning Your Own Digital Relaunch?

Whether in tourism, mid-sized businesses, or growing companies:
We develop digital platforms that don’t just look good — they deliver measurable results.

Schedule a non-binding consultation today.

Online Termin vereinbaren
]]> Push Marketing vs. Pull Marketing: A Comparison of Marketing Strategies https://okon-schwarz.de/en/push-marketing-and-pull-marketing/ Wed, 20 Mar 2024 14:04:24 +0000 https://okon-schwarz.de/?p=12165

With the popularity of online shopping and the constant accessibility of everyone, the opportunities in marketing have become more diverse. There are many strategies and ways to market a product or service and reach people. However, two concepts broadly summarize important online marketing strategies: push marketing and pull marketing. They play a significant role in the development of functional advertising strategies.

In this article, we explain the differences between push and pull marketing and provide examples to illustrate how companies can use them in their marketing communications.

The Difference Between Push and Pull Marketing

The goal of push and pull marketing is essentially the same: to reach as many potential customers as possible and persuade them to make a purchase. However, the strategies differ in their approach.

Push marketing, also known as “pressure marketing,” refers to a strategy where products or services are actively “pushed” to end customers. The aim is to communicate the offer as directly as possible to potential customers to promote sales.

Push marketing pursues a very aggressive way of advertising. Advertisements are used to make potential customers aware of a product. Typically, they have not heard of this product before. Thus, advertising is pushed onto users. Advertising, both online and offline, is suitable for this purpose. Push marketing is probably one of the oldest marketing concepts that still succeed today.

Pull marketing, also referred to as “attraction marketing,” aims to create demand for a product or service so that customers actively seek out and want to purchase the offer. This strategy focuses on building a brand and creating customer loyalty, leading to natural demand in the long term. Pull marketing often utilizes content and experiences that customers find valuable to generate interest and excitement for the brand.

With pull marketing, the emphasis is on targeting proactive customers who are already in search of a product like yours. These potential customers are “pulled” to your site, as they are already in the market for a product like yours. It’s crucial that your company is easily found online. There are various strategies to increase your visibility on the web, such as SEO, optimized landing pages, and optimized content.

How to Implement Push Marketing

Push marketing is ubiquitous in everyday life, seen and heard everywhere. Advertising on the radio, flyers in mailboxes, posters on billboards, and catalogs; all of these belong to push marketing. Various types of advertisements are used to encourage potential customers to make a purchase. First, they need to be made aware that your product exists. Simultaneously, the presentation ideally is so compelling that the desire to purchase also increases. In online marketing, social media ads play a crucial role in push marketing. This includes banner advertising on websites. However, newer advertising methods such as leveraging influencers can also increase brand awareness, depending on the product.

Examples of push marketing, whose participants are more likely to be higher up in the sales funnel (see AIDA model):

  • Social media marketing: Building a community around the brand that engages and retains customers through interaction and engagement.
  • Influencer marketing: Collaborating with influencers to promote products or services within their networks.
  • Trade shows and exhibitions: Presenting products in places where buyers actively seek solutions.
  • Email marketing: Targeted emails to a list of subscribers with the aim of promoting new products or offers.
Push Marketing

ADVANTAGES

DISADVANTAGES

  • Greater reach compared to pull marketing
  • Potential customers may perceive the advertising as intrusive
  • Build reach quickly
  • One-way communication from the company
  • Introduce new products to the market that no one is actively searching for
  • Reach may be disrupted by ad blockers and filters

How to Implement Pull Marketing

Pull marketing is typically more subtle than push marketing. There are no ads urging people to buy products or use services. With pull marketing, you rely on the existing interest of potential customers. These individuals often use search engines to specifically look for a certain product. In most cases, they already have some knowledge or have made a preliminary selection. Through search engine optimization (SEO), you capture the attention of customers because your website appears among the top search results. Now, the goal is to keep users on your site and convince them of your product’s value. Blog posts, informative social media accounts, or whitepapers are popular forms of content for achieving this objective.

Examples of pull marketing, targeting participants who are typically further down the sales funnel (see AIDA model):

ADVANTAGES

DISADVANTAGES

  • The customer is already searching for your product, and there is already a certain interest in purchasing.
  • Informative content with added value is more time-consuming to produce than ads.
  • Many opportunities to attract customers through organic results and maintain their interest.
  • If your product is unknown and nobody is searching for it, pull marketing is not suitable.

Differences between Push and Pull Marketing Summarized:

  • Audience targeting: Push marketing aims to reach a broad audience directly and often unsolicited. Pull marketing, on the other hand, builds relationships with a more specific audience that has already shown interest.
  • Communication approach: Push marketing relies on direct and often interruptive advertising formats, while pull marketing focuses on providing value and building relationships.
  • Time horizon: Push marketing can achieve short-term sales success, while pull marketing aims for long-term success through brand building, memory effects from repeated customer contacts, and customer retention.
  • Sales funnel: Push marketing is more commonly used above the funnel and at the Attention and Interest stages in the AIDA model, while pull marketing tends to focus more on the actual purchase stage at the Desire and Action stages in the AIDA model.
Aida Modell Okon Schwarz Werbeagentur

Is Push or Pull Marketing Right for Me?

Generally, every successful marketing strategy includes a mix of push and pull marketing campaigns with an overarching campaign structure. The ratio of how much you should use each strategy depends on several factors, including the online behavior of your target audience, the product, or the sales value. If your product is in high demand and already has a certain level of brand awareness, working more with pull marketing naturally makes sense. On the other hand, push marketing helps smaller, lesser-known brands generate more leads and sales with new products.

In any case, a marketing strategy should be developed. Using a marketing agency yields the greatest results. They bring experience and the necessary know-how to maximize the results from your advertising budget. Contact us today!

Book your appointment online
]]> Attracting Young Employees: Reaching Generation Z with Social Media https://okon-schwarz.de/en/social-media-and-gen-z/ Mon, 27 Mar 2023 08:30:41 +0000 https://okon-schwarz.de/?p=12200

The internet, with its social media platforms, is evolving into one of the largest channels for marketing. Social media marketing plays a significant role in customer acquisition as well as employee recruitment. This is particularly true for today’s young people, who are, for example, currently searching for apprenticeships and are active on specific social networks. In this post from our advertising agency, we’d like to provide you with a few examples of what to consider in “Generation Z Social Media”.

Influencers promoting products with high discount codes on social media platforms, consumers searching various websites to find the desired product at the best price, or employers uploading videos on platforms like TikTok to appear as particularly cool and trendy companies.

Social media plays a significant role in shaping the interests and personality, especially of Generation Z (born between 1994 and 2012). On the one hand, their personality is often not fully developed, and they are more easily influenced, but on the other hand, they also use social media much more frequently. According to the “Jung und vernetzt” study by Bitkom, 88% of 16- to 18-year-olds use the internet several times a day, with 85% of them using social networks. But which social media platforms does Generation Z actually use?

Generations X, Y and Z

Generation Y - Why!?

The most well-known and well-researched generation is the so-called Generation of “Whys.” The Generation Y, also known as Millennials, have specific demands on companies as follows: the workday should offer variety, and the tasks should make sense.

Self-fulfillment is very important for Generation Y. They are reliable team players who can also function offline but excel in the online world as well.

Generation Z

Today’s teenagers and young adults, who are just entering the job market, are classified as part of the so-called Generation Z. They are the first generation to have grown up proficient with digital technologies: the internet and smartphones are as natural to them as breathing, both at work and in their personal lives.

Unlike the Generation Y, the Generation Z is again drawing more distinctions between work and personal life. They prefer clear boundaries and structures. Taking the laptop home after work is not part of their mindset.

Generation Z Social Media Werbeagentur Thüringen Erfurt

Generation Z tends to use Instagram and TikTok more today.

Source: Estimated audience sizes in Meta Ads

It’s no secret that Facebook is no longer as popular among young people as TikTok or Instagram. Generation Z craves change and variety and doesn’t want to use the same platforms as the generation before them. Young people lose interest in things more quickly and are more open to new experiences. As a result, the Facebook community continues to age.

It’s also worth considering that many from Generation Z may appear in these statistics but hardly or never use the Facebook platform. Adolescents and young adults find it difficult to connect with peers on Facebook. Therefore, reaching Generation Z on Facebook is becoming increasingly challenging, making it more sensible to turn to other channels.

But what makes platforms like YouTube, Instagram, or TikTok so much more appealing to Generation Z than Facebook, and what opportunities does this present for marketing purposes?

 
 

The Social Media Content for Generation Z

On platforms like YouTube, Instagram, or TikTok, content evolves with the audience. While, for example, TikTok (formerly known as musical.ly) used to be primarily used for lip-sync and dance videos, the range of content for this platform is now much broader and appeals to a much larger audience.

Often, TikTokers simply showcase their everyday lives, and they are often more successful than others who produce content that requires a lot of effort. For example, Bibisbeautypalace, one of Germany’s largest YouTubers, now primarily shares her family life instead of primarily uploading beauty videos as she did in the past.

By showcasing their own daily lives, influencers appear more authentic, as users often experience many similar situations in their daily lives. They empathize with their role models. The certain distance between a stranger from the internet and the users is minimized. Influencers are often treated like their own “friends.”

More and more of them regularly host meet-ups and stay in touch with their fans to build closeness with them. To give a concrete example: the well-known German-speaking TikToker Nona from @Nonakanal recently hosted a “Girls Night,” where she celebrated a night with some other girls from her fan base. She deliberately tries to build a certain closeness and sympathy with her followers.

The Influencers of Generation Z

The closeness of influencers to their followers provides a perfect foundation for social media marketing. Influencers become role models for a large part of Generation Z.

They vacation in grand villas on the most beautiful beaches, post visually appealing pictures and videos, but also promote the healthiest snacks or pose in the trendiest outfits. Their lives are desirable for many young people. Many young individuals then purchase the products promoted by influencers on social media to get closer to this dream world. They trust the recommendations of their idols.

Whether it’s slimming tea or activewear meant to motivate one to exercise, the knowledge that it helps their role models drives fans to purchase these products as well. If I invest in the same courses and items as my idol, I will be just as successful.

To make social media marketing even more successful, products are additionally promoted with high discount codes and the warning that they are only available for a limited time and will not be available afterward.

However, influencer marketing is just one of the many opportunities that social media offers for companies. According to Bitkom, half of all German companies use social media to increase their brand awareness, acquire customers, build relationships with customers, or for other purposes. But how do they achieve this?

Social Media as Personnel Marketing for Generation Z

75% of companies use advertising, and 71% of them use marketing to achieve these goals. Nowadays, company marketing often takes place in short video clips on platforms like TikTok. They seize the opportunity to show Generation Z how cool and modern their company is and what it has to offer. On one hand, this is a great opportunity to inspire new young professionals for their company, but on the other hand, it also continuously increases brand awareness and customer acquisition.

However, the expectations of Generation Z towards companies are also growing. When all companies on social media advertise with constant remote work, flexible schedules, or having a foosball table in the office for work-life balance, the expectation rises. Other companies that do not offer such perks may lose staff in the future.

Especially considering the ongoing decline in birth rates and the resulting shortage of skilled workers in Germany, it is even more important to attract young and talented personnel.

Your advertising agency specializing in social media for attracting young employees.

As you can see, with the advancing digitalization in Germany, marketing through digital advertising channels is becoming increasingly important and almost essential for many companies. The goal of customer acquisition, employee recruitment, and many others can be effectively achieved through social networks. Don’t miss your chance, schedule an appointment with us and grow with us – your advertising agency for social media marketing from Thuringia!

FAQ Social Media for Generation Z

Generation Z, often referred to as Gen Z, includes people born between the mid-90s and 2010. They are the youngest generation in the workforce. They grew up with the internet and have been directly involved with social media since its inception.

The most popular social media platforms among Generation Z are Instagram, Snapchat, TikTok, and YouTube. These platforms offer opportunities to share photos and videos, interact with peers, and discover content.

Teenagers use social media in diverse ways. They use it to stay in touch with friends, share content, stay informed about current trends and events, and express themselves creatively. Consuming entertainment content such as videos, memes, and music is also a significant aspect of their social media usage.

Social media has a significant impact on the lives of Generation Z. It allows them to easily exchange information, discover communities with similar interests, access news and entertainment content, and develop online identities. However, it can also lead to issues such as cyberbullying, online addiction, and feelings of social pressure.

Yes, there are many benefits of social media for Generation Z. It allows them to connect with peers around the world, express their creativity, share information and news, and learn from others. It can also provide career opportunities, such as showcasing talents or networking with potential employers.

]]> Three Online Marketing Goals You Can Achieve with Content Seeding https://okon-schwarz.de/en/success-with-content-seeding/ Tue, 10 Jan 2023 09:32:03 +0000 https://okon-schwarz.de/?p=12316

Was Does Content Seeding Mean?

Content seeding describes the strategically targeted distribution and placement of content on the Internet. The focus is particularly on the added value of the content offered. In general, content seeding is not a new strategy, but ties in with well-known public relations concepts.

The basic concept behind it is aimed at generating backlinks organically. Backlinks are an important part of a SEO strategy. Readers should find your content interesting and worth reading. For example, blog posts, social media posts or videos are often shared by them. The interests of “real people”, how the organic sharing of exciting posts is perceived, arouses the interest of other users.

Another important part of content seeding is influential online presences, also known as multipliers. This includes various actors who are represented in traditional media as well as influencers and users on social media channels. Multipliers help you systematically generate organic reach and traffic. With links and interactions, they ensure the independent distribution of the content and expand your target group.

The content should be clearly structured and the usefulness should be easy to recognize. Purely advertising-oriented content quickly reduces the interest of your target group and the willingness of multipliers to share decreases.

Content That Inspires

To spread online, even the most relevant, informative, or entertaining content needs support. Company websites or blogs are rarely enough here, because only very few users find their way there directly. Content seeding aims to distribute the content on different channels in a natural way through links and user interactions.

The higher the added value or entertainment value of your content, the more successful it will be. Various media formats and channels are available for the dissemination of targeted content seeding: websites, blogs, forums, social networks, videos (YouTube), podcasts, e-mail marketing or press portals are just a few platforms for having this content exploited.

So, content seeding is a win in many ways.

Three Main Goals of Content Seeding

The key to success is to reach your target group directly at as many different touchpoints as possible with the content.

Online marketing via content seeding usually feels more organic to users than traditional ads. So, with content seeding, you can reach sceptical users who base their purchase decision on the experience of other buyers.

From an SEO point of view, content seeding leads to qualitative link building, which also has a positive effect on search engine rankings.

With a constant eye on the media, especially the internet, you can find influential bloggers, influencers, online marketers, PR managers or SEO experts who have access to your desired target group. These increase the chance of more traffic, prospects and conversions. At best, target-group-relevant, high-quality content on these channels ensures that the content is redistributed by as many users on their own initiative. In the sense of content seeding, the content is scattered or “sown”. Ideally, constant sharing will create a viral hit. This is the most successful variant of content seeding, but it is difficult to generate organically. Most of the time, this happens by chance.

Our Tips for Good Content Seeding

The focus in good content seeding should clearly be on the added value for users. Depending on the target group, the added value looks different, but in principle, content should be neither too technical nor too general. Readers should want to consume and share the content. This usually works best if it’s already clear from the title what it’s about. What exactly is the advantage of your content? Does it convey your competence and trustworthiness?

Content seeding plays into the creation of the content. Instead of flat advertising messages, you should focus on original content that really reflects the quality of your content. Involve your multipliers as well. You and your users attach great importance to high-quality, authentic content and professional expertise. Clumsy advertising would scare them off rather than encourage sharing. Multipliers have the advantage of being closer to the target group. With surveys and feedback, you can quickly get an overview of successful strategies and what your audience wants. In return, interaction is essential for the independent success of influencers, bloggers and other multipliers.

You can create unique entertainment value through videos and memes. Furthermore, guidebooks, e-books or infographics on relevant topics, for example, have a high level of information and practical added value. As a result, this content is shared frequently and willingly. It’s important to find out what your target audience really wants. The imparting of competence and trust is crucial. It is advisable to pay attention to the balance between informative character and good comprehensibility.

Conclusion

Clever networking and a good content strategy are therefore the be-all and end-all of content seeding. But the sensible use of social media and other publication channels also increases traffic, the number of interested parties and conversions. Direct and personal contact with potential multipliers is crucial. It is advisable to build up your own network at an early stage.

Use content marketing to increase your visibility on the internet. We know which content fits your business and your online marketing strategy. We look forward to supporting you.

Contact us now
]]> How to Reach Your Target Audience with Meta Ads or Facebook Ads https://okon-schwarz.de/en/facebook-and-meta-ads/ Fri, 21 Oct 2022 08:32:45 +0000 https://okon-schwarz.de/?p=12303

To achieve your goals in social media marketing, it’s important that your advertisements reach the right people. When you advertise, it’s crucial that it reaches your target audience. Meta, through Facebook and Instagram, offers specific targeting options in Meta Ads. The term “Meta” refers to the company Meta, formerly known as Facebook. We use the terms Meta Ads or Facebook Ads interchangeably in this post.

You will learn about these three targeting options and how to create a new audience in your Ads Manager in this post.

Core Audiences: The Core Target Groups or Interest-Based Settings

With this setting, you can define the criteria that apply to your target audience yourself. These criteria can include location, demographic information such as age, gender, education level, or occupation, interests, consumer behavior, or connections.

Are you advertising for your restaurant in a specific city? Use the “Location” criterion to let users near your restaurant see your ads.

If your customers for skincare products are primarily women aged 20 to 30, you can display your Facebook Ads exclusively to this target audience.

Do you want to attract new customers to your gym? Exclude your current customers who are linked to your Facebook page from your Facebook Ads using the “Connections” criterion.

Do you sell clothing for fashion-conscious women? Target particularly fashion-forward women who are active on Facebook. Use the criteria “demographic information” and “interests” for this purpose.

To use the Core Audience, you need to know the exact characteristics of your target audience. With Facebook’s audience insights, you can identify the characteristics of Facebook users connected to your page.

Custom Audiences

Custom Audiences are a great option for reaching out to users who have shown a certain interest in your business. These include your loyal customers and people who have clicked on your website, signed up for your newsletter, or installed your app.

You can also create contact lists and then reconnect with your customers or contacts. These lists can come from your CRM system or your email lists, for example.

Meta Custom Audiences are a feature that businesses can use on the Meta platform (formerly Facebook) to target advertising to a specific group of people. Custom Audiences allow businesses to use their own customer data to create tailored audiences for their advertising campaigns.

To create a Meta Custom Audience, businesses can send their data through the Meta pixel on their website or upload their own customer data such as email addresses, phone numbers, or user IDs. Meta then matches this data with profiles on its platform and creates an audience consisting of matching users. This allows businesses to target their advertising messages specifically to their existing customers or prospects.

Meta Custom Audiences offer several benefits to businesses. They enable more precise targeting of advertising, as it can be directed to people who already have a connection to the company. This increases the likelihood that the advertising will be of interest and lead to desired actions such as purchases or sign-ups. Furthermore, using their own customer data provides better control over the audience and ensures that advertising spending is used more efficiently.

It is important to note that the use of customer data for Custom Audiences is subject to legal and privacy regulations. Businesses must ensure that they have the necessary consents from customers and comply with applicable data protection policies to use the data lawfully.

The exact features and requirements of Meta Custom Audiences may change over time as Meta constantly updates its platform. It is advisable to review Meta’s current policies and features to understand the precise use of Custom Audiences and ensure compliance with current regulations.

Lookalike Audiences

Lookalike Audiences, for example, find statistical twins of your former website visitors. Through Lookalike Audiences, you are connected with individuals who closely resemble your current customers in their characteristics and interests. This increases the likelihood that your ads will reach interested parties and potential new customers.

Meta Lookalike Audiences are audiences created based on similar characteristics and behaviors as an existing audience.

Creating Lookalike Audiences is a common marketing strategy where companies use an existing audience as a reference and then identify similar individuals who may potentially be interested in their products or services. This is typically achieved through analyzing data and attributes of the existing audience, such as demographic information, interests, behavioral patterns, and purchasing habits.

Meta Lookalike Audiences specifically rely on the data and information that Meta collects through its platforms such as Facebook, Instagram, and WhatsApp, or even through your website (if you use the Meta Pixel). Meta has extensive data about its users, including demographic information, interests, preferences, and activities. With this data, Meta can identify similar user groups and enable companies to target their marketing messages to these audiences.

Using Meta Lookalike Audiences allows companies to make their advertising campaigns more effective by directing their messages to individuals who already share similarities with their existing audience. This can lead to greater relevance of the ads and increase the likelihood that these individuals will become customers.

It is important to note that this is a general description and the exact workings and definition of Meta Lookalike Audiences may change over time, as platforms like Meta constantly update their features and privacy policies.

Meta or Facebook Pixel

The Meta Pixel (also known as Facebook Pixel) is a tracking code that companies can embed on their websites to capture user behavior and collect information for advertising purposes. The pixel enables Meta to track the behavior of website visitors and use this data for targeted advertising and measuring advertising effectiveness.

The functionality of the Meta Pixel can be broadly divided into four steps:

  1. Embedding the pixel code: The company receives a unique pixel code from Meta and embeds it on its website. The code consists of JavaScript and is placed in the header or footer of the website.
  2. Capturing user actions: Once the pixel is active on the website, it begins to capture specific user actions. These can include page views, clicks, conversions, sign-ups, or other actions occurring on the website.
  3. Sending data to Meta: Each time a visitor performs an action, the pixel triggers an HTTP request that sends the corresponding data to Meta. This can include information such as IP address, browser information, page content, and user activities.
  4. Using data for advertising purposes: Meta uses the collected data to serve personalized advertising. Based on user behavior, audiences can be created, and ads can be specifically targeted to individuals who have taken certain actions on the website. This enables targeted advertising and efficient spending allocation for businesses.

The Meta Pixel offers various benefits to companies, including the ability to understand user behavior on their website, optimize campaigns, and track conversions. It also enables the use of remarketing features, where targeted ads can be served to people who have already shown interest in the products or services.

It is important to note that the use of the Meta Pixel requires compliance with privacy regulations. Companies must ensure that they obtain user consent when collecting and using personal data for advertising purposes.

If you want to reach your website visitors with your advertising, create a Facebook Pixel. If you want to learn more about pixels, feel free to read our latest blog post on online marketing measurement.

If you want to target users who have installed your app, you should install the Facebook Software Development Kit (SDK). This is a helpful analytics tool that assists you in creating more relevant ads.

How to Create a New Target Audience

Before defining a new target audience, you should learn more about them by tracking user behavior. You can do this by setting up the Meta Pixel or Facebook Pixel on your website.

First, a new ad needs to be created in the Ads Manager. Click on the “Create” button and set your objective for the ad.

Currently, Meta automatically suggests the Advantage+ Audience. To switch to the original audience options and define your audience precisely, click the corresponding button at the bottom right of the field. A pop-up will ask if you really want to switch, where you should click “Use Original Audience.”

In the “Create New Audience” field, you can create a new Custom or Lookalike Audience. Under the “Location” section, you can select countries, counties, or individual cities on the map where the ad should be displayed. You can also specify a radius. Now you can decide whether only “People who live in this location” or visitors such as tourists should see your advertisement.

For the “Age and Gender” section, you can fill in based on your experience with your current customers. You can refer to Facebook Insights for your page to help with this.

In the “Interests and Circumstances” section, you need to have a good understanding of your customers. The “Detailed Targeting” button can help you discover these interests. You can also “Narrow Audience” to specify that all users who see this ad must have the characteristic you enter.

Finally, specify the language your target audience should speak and what connection they should have to your business. Should potential customers have used your app before, or should they be people who have liked your page?

Contact Us Now

To ensure the success of your Facebook ads, it’s crucial that they reach potential customers who are interested in your products or services. Your ads won’t be successful if they’re only seen by people who are not part of your target audience. To identify the relevant audience for you, you need to gather a lot of knowledge about your potential customers.

If you need assistance with creating your Facebook ads and defining your optimal target audience, we’re here to help. Schedule a meeting with us here! We look forward to hearing from you.

]]> TikTok Ads – Your Opportunity to Reach the Young Generation Z https://okon-schwarz.de/en/tiktok-ads-for-the-young-generation/ Tue, 23 Aug 2022 13:08:14 +0000 https://okon-schwarz.de/?p=12341

Looking to connect with young people through your advertising and turn them into new customers? Then TikTok is the right social network for you. Leveraging social media networks for advertising purposes falls under the realm of social media marketing as part of online marketing.

The TikTok platform is virtually ubiquitous among young individuals. Many of them spend several hours a day on this social network. According to Statista, the short self-made video clips capture the attention of 840,000 Android users and 3.13 million iOS users in Germany alone. Globally, the number of TikTok users exceeds 1.5 billion.

Why is TikTok especially trending among the Generation Z? You can read about that in our article. However, this post will focus on the tremendous opportunity TikTok Ads offer you and how you can utilize them effectively.

What Types of Ads Does TikTok Offer?

In-Feed Ads: You create short video clips that are displayed to users as they scroll through their “For You Page.” Users can interact by liking, commenting, or sharing your clip. This promotes engagement and can earn you more organic reach.

Brand Takeover Ads: Brand Takeover Ads can be divided into two categories: Standard Brand Takeover Ads and TopView. With the standard Brand Takeover, you can create a 3 to 3.5-second clip using a series of images or short videos via the TikTok Ads Manager. This clip is displayed to users when they open the app and transitions into an in-feed ad after a few seconds. Internal and external links are supported, so you can also link your website with a Brand Takeover.

TopView: TopView Ads function similarly to Brand Takeover Ads and are suitable for visually appealing content. The video length should be between 5 and 60 seconds, and you have the option to use sounds.

Aside from traditional ads, it’s important to incorporate the unique functionality of the TikTok network into your campaign creation. Examples include:

Hashtag Challenge: You initiate a challenge with a hashtag selected by you, related to your brand or one of your products. The goal is to encourage as many users as possible to participate in this challenge and post their corresponding video clips with the hashtag. The funnier the hashtag, the higher the engagement

Branded Effects Ads: You can create your own filter and use it in your ads. Interaction can be increased by encouraging many other users to try out the filter and post video clips with it.

How to Create an Advertising Campaign on TikTok?

The prerequisite for starting an advertising campaign is a TikTok Business Account for your brand. From there, you can create and manage your ads in a few simple steps using the TikTok Ads Manager.

Setting a Goal for Your TikTok Ads

First, you need to determine the goal for your campaign. There are six objectives to choose from: Reach or Brand Awareness, Traffic (directing users to a specific website), App Installations, Video Views, Conversions (encouraging actions), and Lead Generation (directly sharing contact information).

At the campaign level, you can set the daily budget. It’s worth mentioning that TikTok Ads sets the minimum campaign-level daily budget at 50 EUR.

If you set the automated creative optimization under “Ad Creative Type,” TikTok will try out various combinations of your ad creatives, such as images, videos, and text ads, and display those expected to deliver the best results.

Do You Know Your Target Audience on TikTok?

In the next step, you select your target audience. You can narrow down your audience based on demographic characteristics such as age, gender, or location, as well as their interests, behaviours, or device types. Additionally, you can choose between Custom Audience (people who have interacted with your website or app before) and Lookalike Audience (people who have similar interests and characteristics to your customers).

It’s worth mentioning that the selection of countries for TikTok Ads from Germany is limited. China is not included, and neither are Australia and the USA. Some experiences shared online suggest that TikTok Ads from the USA cannot be used to target Germany.

Setting Your Budget

You can set the budget either as a total budget per campaign or as a daily budget. TikTok recommends a daily budget of 20 euros. Using the scheduling feature, you determine the times when the ads should be displayed.

There are two different bidding strategies to choose from: Bid Cap, the maximum bid for an interaction, or Lowest Cost, which aims for the maximum number of interactions at the lowest possible cost. Your campaign objective determines which interactions and associated metrics are billed. For example, for the Reach objective, it’s the CPM (Cost Per 1000 Impressions), and for Traffic, it’s the CPC (Cost Per Click).

You can also decide how your budget is spent. Do you want to evenly distribute it over the entire campaign, or do you want to spend more initially to see faster results? Additionally, using Campaign Budget Optimization (CBO), you can allocate the budget only to the best-performing target audiences.

Choosing the Right TikTok Ad Variant for You

Finally, you need to choose your ad format (e.g., single image/video or carousel ad) and upload the file.

You can create up to 99 ad groups for each of your campaigns, each with up to 20 ads. However, it’s recommended to run about three to five ads per ad group. Ads should be rotated every seven days.

We recommend setting up the TikTok tracking pixel to better understand your audience and their characteristics and to track your overall success through metrics. If you activate the Conversions objective, this is even necessary to track the actions. The pixel should capture at least three different events such as newsletter sign-ups, page views, cart additions, or purchases.

Contact us now!

As you can see, TikTok Ads allow you to reach your target audience in a creative way, especially since TikTok still has relatively low competition from advertisers despite its large user base of young people. You shouldn’t miss this opportunity.

If you need help setting up your social media campaigns, especially TikTok Ads, we’re here to assist you. Click here to schedule a meeting with us!

]]> How to Successfully Utilize LinkedIn Ads for Your B2B Marketing https://okon-schwarz.de/en/linkedin-ads-for-b2b/ Thu, 03 Mar 2022 14:11:47 +0000 https://okon-schwarz.de/?p=12364

What Are LinkedIn Ads and How Do They Work?

LinkedIn is a social media platform for professionals and business people. It allows people to connect with other people who share their professional or business interests or career goals.

This social network is ideally placed in the business-to-business (B2B) sector. The B2B sector describes business relationships between companies. LinkedIn‘s focus is also international, which is why international professionals are also easily accessible here. Many of the network’s basic functions are reminiscent of Facebook, which makes it intuitively easier to use. But LinkedIn is all about business. 

So, LinkedIn is a social media platform for professionals. It has a lot of features that make it more than just a place to post your resume. According to LinkedIn, around 850 million people worldwide use this social media platform and B2B marketers effectively reach decision-makers, influencers, and leaders.

One of these features is advertising. LinkedIn ads are similar to Facebook ads, but they are more tailored to the needs of professionals and businesspeople.

LinkedIn Ads are a way to promote your products and services to LinkedIn’s audience. With LinkedIn Ads, you get a compelling and digital campaign manager that allows you to reach professionals and businesspeople through their personal social media profiles.

LinkedIn Ads provides you with a variety of features that you can use to create an ad campaign tailored to you. LinkedIn Ads allows you to target specific groups of professionals based on their skills and industry to introduce them to your product or current job opening. You can select the position, industry or other criteria, such as company information.

The LinkedIn Ads Marketing Solutions

With LinkedIn Marketing Solutions, you can ensure engagement with the specialists and executives that are relevant to you and thus achieve your B2B marketing goals.

LinkedIn Ads are advertisements that appear on LinkedIn’s website and mobile app. These can be sponsored posts, boosted posts, or display ads. Advertisers decide whether they want to target a specific job title, industry, or location. They also set the maximum budget for the campaign and its duration.

The sponsored content with LinkedIn Ads is an interesting marketing option for companies that want to reach their target audience.

This section discusses the benefits of using LinkedIn marketing solutions and how they can be used by businesses.

Sponsored Content

Sponsored content is the classic ad format that appears in users’ news feeds when they log in to Linkedin. On your desktop, smartphone or tablet, your company updates will appear in the news feed of your defined target group.

These types of ads are also called native ads because the ad format is almost indistinguishable from natural content, i.e. the other posts on LinkedIn. Only a small “sponsored” sign indicates the sponsored content ads.

Sponsored Messaging

This allows you to address your target audience via LinkedIn Messages, which means that you send them personal, direct messages. LinkedIn has discontinued location targeting in the European Union (EU) for all Sponsored Messaging campaigns, effective January 10, 2022.

Text Ads

These are simple desktop ads. A short headline, some text, and an image (50×50) and your ad is set up. Thanks to the simple format, you will be of immediate interest to your target group.

Dynamic Ads

They are automatically tailored ads to your audience to gain followers, promote a conference registration, suggest a demo, or more. If you’re using dynamic ads, you can choose from a variety of formats.

Use the follower ads to promote your LinkedIn company page and thus generate more followers. For more results, use Spotlight Ads to direct potential prospects as visitors to your website or landing page with information about your products, services or events. Or use content ads to generate leads/contacts with specific content when LinkedIn users download it.

How Do You Plan Placement Budgets in LinkedIn Ads?

With LinkedIn Campaign Manager, you can keep an eye on everything. This is where you can create, optimize, and measure your campaigns. LinkedIn also offers a conversion tracking pixel for this purpose.

You set the daily budget and maximum runtime budget yourself. You can control and stop the costs at any time, as you can end a campaign prematurely at any time. You enter your budget in 2 cost models, e.g. as Pay Per Click (PPC) or Cost Per Impression (CPM).

And How Do You Get Started?

A Free Company Page on LinkedIn

With a LinkedIn business page, you have the opportunity to gain followers and thus increase your brand awareness. It is the basis for LinkedIn marketing. There you can inform and share your high-quality content on your social media company page with your B2B target groups. A lot of things here are also reminiscent of Facebook. Social media content must be planned and professionally prepared for the B2B target groups.

Start your successful B2B online marketing with our agency now

Social media marketing can set your business up for success. Knowledge and know-how are important to ensure that marketing campaigns are successful and plannable. We, the Okon Schwarz advertising agency from Thuringia, will help you to set up successful LinkedIn Ads.

Get in touch today. We look forward to hearing from you!

Contact us now!
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