Trada’s new crowdsourced Facebook Ads marketplace is designed to combat ad fatigue using the talent of their design and optimization pool to constantly optimize the best ad and image combinations possible. Facebook optimization experts and designers work together to provide agencies scalable, targeted ad campaign options with an endless supply of fresh ads.
Ad fatigue, the most common problem facing Facebook marketers, is the result of users seeing the same ads too often. It can be challenging for agencies to generate enough ad copy and unique images to switch up ads often enough to prevent this.
Trada uses a pay-for-performance revenue model for talent that rewards designers with royalties on every click or conversion. This negates the need for in-house or outsourced designers paid hourly or per creation.
Crowdsourcing Facebook ad design gives marketers potentially hundreds of images and profiles to use in ad campaigns, a feat that could be prohibitively expensive under other pay models.
“Using Trada allowed us to generate hundreds of targeted segments and unique ad creative relevant to our venues and customers without having to go through the long process of learning how to run a Facebook campaign on our own,” said Lauren Linck, from Las Vegas entertainment company AMG and a participant in Trada’s six-month Facebook ads pilot.
More specifically, AMG saw their WET REPUBLIC Facebook ads campaign click-through rate increase by over 1,000 percent using Trada Optimizers. Their cost-per-click and cost-per-Like improved 88 and 86 percent, respectively.
Trada’s Facebook marketplace fills another need for marketers: hyper-targeted customer profiles help brands cut down the time and expense involved in manual targeting. Campaigns hone in on these specific profiles, with Facebook optimization experts creating winning ad combinations for the right target market, at no additional cost to the brand.
This is particularly important for agencies and SMBs, said Trada founder/CEO Niel Robertson.
“There’s a lot of innovation coming into Facebook and there are a number of advertising technology companies for the higher end market," Robertson said. "Once you get into the mid-market, it’s all done by agencies. You find the same ecosystem in paid search. So we’ve pioneered this system for the mid-market, those who don’t necessarily have the data, the budget, the staff to accomplish this on their own.”
As for the client interface, Robertson explained what new clients can expect.
“People are used to the AdWords interface and we found that going too far outside of that frustrates them," he said. "For the new marketplace, we started with the Facebook interface and wrapped the Trada elements into it, to keep it familiar and simple for clients.”
During the onboarding process, clients and sales reps negotiate the starting budget and cost-per-Like or target CPC in a brief phone interview. The talent pool then goes to work on the campaign.
The Designer creates an image for the campaign for Optimizers to choose from, or Optimizers can send out a mini-RFP. The Optimizer has created the target profile and selects images to wrap with their own copy. Images are tied to the campaign and designers are prohibited from submitting the same image to multiple campaigns, ensuring exclusivity for clients.
During the seven-day pre-launch period, the advertiser can access their interface, complete with a workflow displaying the proposed ads and the creative people involved, and accept or reject with comments. Graphic designers and optimizers are professionals in their fields, some making six figures with Trada’s royalties payment model. Their work is graded and they receive reputation points that allow them to work on more campaigns.
Trada is one of the few crowdsourcing opportunities that offers an ongoing payment model for talent. Optimizers and designers earn more when their work performs, offering an incentive to better serve clients in a way that is fair to all parties involved.
“There’s a value disparity in the creative business - this addresses the misalignment between talent being paid for their work once and agencies having choice without blowing their budget,” Robertson said.
The original Trada marketplace, a paid search crowdsourcing system, has been serving up PPC ads on Bing, Yahoo and Google for the past three years. By the end of this year, Robertson said, Trada’s 500+ clients will have access to 2,000 paid search experts, running campaigns ranging anywhere from $300 to $500,000 per month.
With the critical addition of graphic designers to the mix, he hints there could be more in store for Trada clients in the coming months.
“I’m excited that we’ve seen we can do what we’ve wanted to do with Trada," Robertson said. "The addition of creative opens up some interesting options for us, possibly in mobile or other types of display.”