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3 Must-Dos When Tracking Multiple Conversion Actions

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Being an account manager at an agency, you come across many different scenarios. Just like snowflakes, there are no two accounts that will ever be the same. You may have two eCommerce accounts but with different products and investments, goals may be drastically different. Or the value of a lead generation form for Business A may be much less than that of Business B. No matter the difference, it’s our job to make ourselves an extension of our client’s marketing team and learn, learn, learn.

When new accounts are brought on, we can generalize a couple of things such as;

  • The product(s) that are being marketed.
  • If the business is eCommerce or Lead Generation.

From that point, the dialog begins regarding goals, what is meaningful to the business, etc. So what happens when eCommerce and lead generation coincide under the same account. Today, I want to walk you through three must-dos that will help you to keep the balance and ensure that everyone plays nice.

Don’t Ever Discount A Goal

When you first learn that you will be tracking forms and general transactions, ask questions such as;

  • How many forms do you have across your site?
  • If a user fills out a form and completes a transaction, will they still be contacted via the sales team?
  • What’s the value of a form lead versus a general transaction?
  • Are leads and transactions tracked in the same CRM (Customer Management Software)

The end goal is to understand all the processes and to understand how the business works together as a whole. No question is too silly and from experience, your contacts will love to answer your questions. As mentioned above, we want to be an extension of our client’s marketing team and therefore by asking questions, we are immersing ourselves in their business. Did I mention that no question is too silly?

Allow Keywords to Speak for Themselves

This is a tough one. When thinking about different conversion actions, it’s easy to say that when this term is searched for, someone is obviously looking to directly purchase or vise versa. I have found this to be the farthest thing from the truth in some situations. You would be surprised at terms that are searched for by decision-makers and the end result is a form fill that leads to a huge win. My recommendations here are as follows;

Google ads conversion action menu
  • Keep the conversation going. If you see “obvious” transactional search terms leading to form fills, speak up. Tell your client. It may open up internal conversations about how users are viewing products and speaking of products.
  • Test, test, test. Test keywords that speak to various parts of the funnel. Learn how users are searching and use that to your advantage.
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Allow Creative to Meet The End-User

Last but certainly not least, allow your findings to dictate how you speak to users. Don’t be afraid to test “lead generation” language around seemingly eCommerce/Transactional products. “Shop Now” may be too abrasive, whereas “Learn More”, may speak to the user who isn’t ready to purchase and simply wants more information. On the flip-side, “Shop Now” may open the door for someone who is looking to purchase but once they make it to your site, they realize they meet other qualifications and need that conversation with a sales representative.

Final Thoughts

Like a few other posts I have written, the end story is that you should always test and allow the data to speak. However, we need to also be vulnerable and ask questions to gain a greater understanding of our clients.

PPC

Three Key Metrics to Understand Ad Performance

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Three Key Metrics to Understand Ad Performance


My fellow digital marketers – before we talk about Facebook performance metrics, please complete this short survey.

Question: Why do you create new Facebook ads?

  1. Out of pure habit.
  2. Our creative team never has enough work to do.
  3. Because ABT – “Always Be Testing” – amiright?
  4. It’s in the contract! We promised our client X new ad creatives per month!
  5. We let our performance data be our guide.
  6. None of the Above
  7. All of the Above

If you selected “F” above, then congratulations! You’re a super-evolved digital marketer! Or…you’re just pretty good at kidding yourself. In reality, most of us are probably doing some combination of these different scenarios. 

And for good reason. Today’s digital agencies face the same age-old issue as the traditional Mad-Men agencies of yore: their media and creative teams are siloed. 

Too often, the media team will lob a request for “better” creative over to their design team without communicating why previous ads are (or are not) performing well. The creative team spends countless hours generating fresh new creative only to see that 99% of the time, the Facebook algorithm prefers the old, stale creative that was running before. But without an understanding of the performance, the feedback loop is never closed, and the creative team remains in the dark.

Bridging the Media-Creative Divide with Data

It’s time to bridge the divide between the media and creative teams, my friends. And – you guessed it – the material we’re building our bridge with is pure, raw, glorious data. It’s time for the media team to take the lead in the creative design process. Don’t worry – this doesn’t mean brushing up on Photoshop. This means leveling up your Facebook analytics skills!

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Across the board, digital channels like Facebook are taking more and more optimization controls away from us advertisers. This means the creative design is becoming more important than ever before. Indeed, it may soon be one of the only optimization levers we have left as digital marketers. 

Three Key Facebook Metrics for Understanding Ad Performance

Here’s the good news: Facebook’s reporting metrics are now more sophisticated and insightful than ever. To name a few, here are three key Facebook metrics that will help you understand your ad’s performance. Collectively, they are known as Ad Relevance Diagnostics.

  • Quality Ranking – Facebook wants its users to have a high-quality experience across their platform so they’ll return again and again and hang out for a while when they’re on Facebook. This goes for ads, too. Quality Ranking is Facebook’s measure of the perceived quality of your ad compared to other ads serving the same audience. In other words, if your ads aren’t giving Facebook users a high-quality experience, your ad impressions will fall (or may never gain volume in the first place).
  • Engagement Rate Ranking – Essentially, Engagement Rate Ranking is how much engagement Facebook expects your ad to get, including clicks, reactions, comments, and shares. If Facebook believes your ad will get lower engagement compared to ads competing for your same audience, then they’ll be less inclined to serve your ad, resulting in fewer impressions and results.
  • Conversion Rate Ranking – The Conversion Rate Ranking is a prediction of how likely someone is to complete your desired conversion goal after clicking on your ad compared to other ads competing for the same audience. If your landing page is slow, irrelevant or otherwise poor,  and your historical conversion rate is very low, then you will likely see a lower Conversion Rate Ranking. Facebook perceives a conversion as a sign that your customer has had a positive and useful experience after clicking on your ad. Therefore, Facebook will reward advertisers that achieve a high Conversion Rate Ranking by preferring and serving their ad more often.
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In Facebook Ads Manager, you can pull all three of these metrics right into your performance dashboard at the ad level.

Source: Facebook Ads Manager

So, What’s Next?

If you want to learn how to put insights from these and other metrics into action, join me on Day 2 of Hero Conf. 2022. I’ll be presenting my session: Why Your Shiny New Facebook Creative Isn’t Performing and How to Fix It

I’ll show you how we go beyond the surface-level Facebook reports here at Effective Spend. You’ll learn how to analyze key Facebook performance metrics and how to translate your analysis into effective creative optimization. Here’s an overview of what we’ll cover:

  • Perform platform and placement analysis to identify creative performance gaps
  • Pull the right creative levers to boost key metrics like CTR, CPM, and CVR 
  • Combat ad fatigue, increase ad relevance, and engagement
  • Translate your data analysis into a sound creative optimization strategy 

Final Thoughts

With better creative analysis, direction, and testing methodology you can increase the ROI of your designer’s time, with a more predictable creative design process that has a higher success rate. 

Hope to see you in Austin on February 1st!





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An Exclusive Discount for your pass to Hero Conf

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An Exclusive Discount for your pass to Hero Conf


What started as a simple desire to help our community, has now morphed into an industry-recognized training and networking event.

In 2008, our team started the PPC Hero Blog, now Hero Blog, with the sole intention of becoming a trusted source of valuable and actionable content.

Now, after over a decade, that intention grew exponentially to become Hero Conf, an annual two-day learning experience that has helped hundreds of marketers evolve their careers, build new business connections, and master old & new skills.

It is a dream come true, and it was possible thanks to you, our readers!

Therefore, as it is our tradition, all Hero Blog readers will receive 10% off their pass purchase with the code PPCHERO10.

Whether you prefer to attend Hero Conf Austin 2022 or Hero Conf London 2022 (or both!), you can use this discount code and save on any ticket tier.

Join us for a two-day deep-dive into the content you need to manage accounts better, stay up-to-date on industry trends, and have fun learning about the latest in paid search and digital marketing.

Save your Seat – HCAustin

Save Your Seat – HCLondon





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PPC

An Exclusive Discount for your pass to Hero Conf

Published

on

An Exclusive Discount for your pass to Hero Conf


What started as a simple desire to help our community, has now morphed into an industry-recognized training and networking event.

In 2008, our team started the PPC Hero Blog, now Hero Blog, with the sole intention of becoming a trusted source of valuable and actionable content.

Now, after over a decade, that intention grew exponentially to become Hero Conf, an annual two-day learning experience that has helped hundreds of marketers evolve their careers, build new business connections, and master old & new skills.

It is a dream come true, and it was possible thanks to you, our readers!

Therefore, as it is our tradition, all Hero Blog readers will receive 10% off their pass purchase with the code PPCHERO10.

Whether you prefer to attend Hero Conf Austin 2022 or Hero Conf London 2022 (or both!), you can use this discount code and save on any ticket tier.

Join us for a two-day deep-dive into the content you need to manage accounts better, stay up-to-date on industry trends, and have fun learning about the latest in paid search and digital marketing.

Save your Seat – HCAustin

Save Your Seat – HCLondon





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