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The 8 Most-Read Paid Social Articles Of 2017

2017 was a big year for growth marketers, and for the team at Bamboo.

In addition to running hundreds of thousands of ads for our clients, we spent a lot of time listening and learning from our peers within the industry.

We’ve doubled down on contributing our part by sharing tips, learnings, and data on our mobile advertising blog.

With the year behind us, we’re sharing some highlights from some of our most read 2017 blogs. Enjoy!

1. The Year of Mobile Video

There’s no debate that video is the hottest medium for mobile marketers and advertisers. In 2017, nearly half of the creative we tested across paid social for our clients was video.


From that testing, here are a few notable findings in mobile video:

● Our data shows that video creatives consistently produces 28.2% higher click-through-rates (CTRs) on Facebook than we did on Instagram.
● On average, we found that videos shorter than or equal to 15 seconds drove 17.43% higher CTRs but 14.01% higher cost-per-installs (CPIs) than videos longer than 15 seconds.
● Square videos have driven 37.96% lower CPIs than rectangular formats across all of our clients.

2. Instagram Story Ads Took the World by Storm

In 2017, Instagram Stories reached 300 million daily users, doubling Snapchat’s user base.


The opportunity for advertisers is huge, but the standard Facebook advertising playbook doesn’t necessarily work on this in-the-moment medium. For install ads in particular, Bamboo team have some tips.

While we’ve seen up to 37% cost-per-installs (CPIs) through Story App install ads, there are some considerations to make.

3. Don’t Sleep on Facebook Lookalikes

If you didn’t start using lookalike audiences in 2017, the team hope it’s your 2018 resolution. Lookalikes are staples in all of our Facebook campaigns and have had huge positive impacts on scale and costs throughout the funnel.

Here are three tips for leveraging Facebook lookalikes:

1. Use multiple sources. With countless lookalike variations available, spend time pulling in audiences from your customer lists, fan pages, and more to see which performs best.

2. Prioritize sources built around top purchasers. More often than not, the source list of your best current customers will produce the best Lookalike.

3. Stick to 1-2% Lookalikes for best performance. While larger tiers offer greater reach, the quality of these audiences will likely be less than smaller 1% or 2% segments.

4. The Great Migration to Google Universal App Campaigns

Another big mobile headline this year was brought to us by Google when they announced that all app install ads running on AdWords would migrate to Google Universal App campaigns.

Download the comprehensive Google UAC eBook here.

They rely heavily on the Google algorithm to create the perfect ad and serve it to the perfect prospect.

In our experience building experience building and managing UAC campaigns for our clients, we’ve amassed several tips and tricks that we shared on our blog and better yet, an all-in-one eBook.

Mobile Attribution is Still Hard

In 2017, 77% of advertisers weren’t confident in their attribution solution.

From ignoring multi-touch attribution models to taking default attribution windows at face-value, we dissected many of the most common attribution model mistakes. And although developing a complex marketing attribution model is the end goal, it takes time and resources.

This post also outlines a basic approach to help you and your organization build a fitting model.

6. Pinterest Interests Exploded

In 2017 Pinterest reached 200 million monthly active users, but advertisers struggle to reach those users.

To bridge that gap, Pinterest launched their “Taste Graph,” which models how the world’s tastes and interests evolve over time.

“Taste Graph” includes more than 5,000 interests (6,711 at the moment to be exact) a HUGE jump from the 400 before.


So far, we’re using Taste Graph to…

● Gauge viability of user acquisition on Facebook within app categories.
● Dig into niche interests like “gymnasium architecture” and “firefighter wedding.”
● Combine interests with keywords.
● And more…

7. Is Facebook’s Dynamic Creative Optimization Changing the Game?

Facebook’s new dynamic creative feature leans on algorithms to create complete ads out of individual creative components. The implications of algorithm-dependent tools like this, along with Google UAC, are huge.

Dynamic creative is changing the Facebook advertising game, and Bamboo team look forward to seeing how it plays out.

Through the end of the year, we’ve tested dynamic creative with clients across verticals and shared four considerations on our blog.

8. Facebook Ad Design Trends

No Bamboo roundup list would be complete without some ad design inspo. This lengthy post includes 16 of our favorite Facebook ad design trends including visual tricks, video styles, ad copy concepts and more.


We thank everyone who made 2017 such a transformative year within the mobile ad industry and are looking forward to what the new year brings!

Interested in leveraging our expertise to improve your paid social campaigns in the new year? Learn more about Bamboo’s social media advertising services.

Here you can also find top social media marketing articles you don’t want to miss in 2018!

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