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How to Create an Editorial Calendar (+Free Template!)

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How to Create an Editorial Calendar (Tips, Tools, & Free Template!)

Being a content creator can be overwhelming. Keeping up with blog posts, guides, and everything else on the agenda is hard work!

Now, imagine a system that keeps track of all the content you want to create, all the steps you have to take when creating it, and where each piece of content is at in its creation process.

Sound like a distant dream? Well, it’s not. It’s called an editorial calendar and in this post, I’m going to show you exactly how to create one, with a free template too!

If you’re looking for a way to streamline and speed up your work flow, read on.

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Table of contents

What is an editorial calendar?

An editorial calendar is more than just a schedule of your content. It’s a visual tool that lets one person or an entire team to plan, create, schedule, and promote content—for the next week, month, or even year. It includes the tasks, team members, and due dates involved at every stage.

Why use an editorial calendar?

The benefits of using an editorial calendar are many, but here are a few:

  • More cohesive content. When you plan out your content in advance, you can organize it into themes and create pieces that support one another each month.
  • Save time. You always know exactly what content to work on next, taking writers block out of the equation. Plus, all of your tasks are prioritized and streamlined. Some editorial calendar tools even have integrations where you can publish and promote across multiple platforms at once.
  • Stay on track. An editorial calendar ensures that you and every team member can progress along with the timeline of a project, and make sure no task is left undone or delayed.
  • Store ideas. Combining an idea bank with your content calendar is very effective idea capturing on the go, especially if you can access your calendar on mobile.

In my experience, using an editorial calendar has made a tremendous difference in the way I work and I have never looked back. Procrastination often occurs when we don’t know what to do next, and so we delay the work at hand.

But for me at least, when I know that all I need to do is conduct the different tasks listed in my specific checklists, I am more productive and I procrastinate much less. Now, I hope it can do the same for you!

Keep reading and I’ll show you how you can use a free template of a Trello-based editorial calendar.

How to create an editorial calendar

Here are some foundational principles to guide you in the process.

1. Establish a loose content strategy

While an editorial calendar can help you to refine your content strategy, you do need to have an initial framework to begin with. You can use our guide to creating a content strategy for a deeper dive, but here are some basic questions to start with.

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  • What are your goals? Are you looking to increase organic traffic with blog posts, generate leads with gated content, produce sales enablement materials? This will help you answer the next question…
  • What type(s) of content are you making? For organic traffic, you’ll need SEO blog posts. For gated content, you’ll need to produce PDF ebooks. For sales enablement, you’ll need to create one-sheets and slide decks. For brand awareness and link building, you’ll likely need to write guest posts.
  • How much content do you want to publish? Based on the content type and team size, you should have some realistic goals and objectives for how much content you want to publish each week, month, and year.

editorial calendar - content marketing matrix

Image source

2. Lay out your work flow

Once you have an idea of what content you want to produce and how much of it, you can lay out your workflow. This includes:

  • Your ideation process. How do you find, store, and manage your content ideas?
  • SEO optimizations. You’ll want to include keyword research and on-site and off-site tasks.
  • Lay out the different stages and specific activities of your workflow, and assign any tags, color codes, or labels that are important to visualize and maintain production timelines.

3. Choose an editorial calendar software

With an understanding of your strategy, workflow, and team size, now you’ll need to find out which software is most suitable for you and/or your team. Which is what this next section will cover.

editorial calendar example by monday

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Editorial calendar tools

There are several different approaches and tools you can use to create your own editorial calendar for free.

Project management software

Project management software like Asana and Trello are often the go-to for editorial calendars. My coworkers and I use the free version of Trello and we love it! With Trello, you have a workspace and within your workspace you can create boards. Within boards are cards where you can add descriptions, checklists, labels, due dates, attachments, and more. This makes it simple to keep track of various aspects of the content creation process.

trello editorial calendar template

You can also invite others to work on your boards. This is great for collaboration, but not the best for large teams since it can become quite messy with too many cards and labels.

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You can upgrade to the paid version for more power-ups and powerful integration features.

Keep reading to download our Trello editorial calendar template.

Spreadsheets

Spreadsheet software like Excel and Google Sheets can be used for editorial calendars if you don’t have the time to learn new software, but they are more manual and not as visual. I have made an example in a spreadsheet to demonstrate what an editorial calendar in Excel/Google docs might look like. Feel free to make your own based on this suggestion.

editorial calendar template - spreadsheet

Regular calendars

Regular calendars like Outlook or Google Calendar can be good choices for visualizing and scheduling tasks fast and easy—plus you’ll get built-in reminders. Furthermore, you can create checklist templates with specific tasks across the different stages of the workflow, and paste them into the calendar note field to keep track of what you have done and what’s remaining.

Nevertheless, regular calendars might not be the best if you want to keep track of status in an orderly manner and see everything in one glance. Here’s a simple overview of how a month’s worth of planned content might look like in Google Calendar, with color codes used to identify the type of content and status.

editorial calendar example

Free Trello editorial calendar template

Ok! Let me share with you my Trello editorial calendar template. It works wonders for me in building out my content marketing funnel, so I want to share it with you!

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Here’s the link:

Trello editorial calendar template

Here’s what it looks like:

trello editorial calendar template

And here are its three components:

  • Lists: The lists are used to represent the different stages of content, from ideation to promotion.
  • Checklists: The checklists are used to add tasks to cards.
  • Labels: Colored labels represent statuses, for example “Pending review”.

When you decide to make content on one of your ideas, simply move the card into the “date assigned” list and set a date for it.

The lists

This Trello editorial calendar board consists of 6 lists:

  1. Guest post ideas: Stores all your ideas for guest content
  2. In-house post ideas – Stores all your ideas for own content
  3. Date assigned – Content ideas that you have scheduled
  4. In progress – Content that are in the making
  5. Published – Published content
  6. Resources – Checklist templates and other resources.

As mentioned above, each list consists of cards, which are your content ideas. You can add checklists, labels, and dates to each card.

The checklists

This editorial calendar has several different checklists, each relevant to different stages of the content creation process. Alright, but what kind of checklist am I talking about here? Well, in fact, checklists for helping you along every step of the process!

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  1. Keyword research – This is the very first checklist you conduct when creating a piece of content. Here you can choose between the free approach, or the paid approach using Ahrefs. I use both methods. I have made a post on how to do free keyword research.
  2. Review draft checklist: Title, content structure, call to action, images identified.
  3. Review checklist. Relevant when editing your first draft and getting it ready for publication. It’s basically on-site SEO stuff, optimizing for social media sharing, quality check etc.trello editorial calendar template - review checklist
  4. Publishing and initial promotion checklist. For publishing and promoting your content. It’s a list of several different channels to promote your content in.
  5. Follow-up promo checklist. Promotion activities one year after publication.
  6. Pinterest publishing checklist: Step-by-step checklist on how to make pins and schedule them for post promotion on Pinterest.

    To import any of these checklists into a card:

    1. Go to the card in which you want to import a checklist
    2. Click the “Checklist” option on the card’s right-hand side.
    3. Choose “Copy items from…” and choose your intended checklist from the menu.

    The labels

    In this template, I use labels for content type as well as status. This is great for staying organized and in control of your schedule.

    You can add new labels as well to customize it as you wish. Here are the labels I use for content types:

    • Blog post
    • Video
    • Email newsletter
    • Guest post
    • Freebie
    • Podcast episode
    • Passive income products

    Here are the labels I use for content status:

    • Draft in progress
    • Pending review
    • Scheduled (publish date)
    • Published

    trello editorial calendar template - labels

    How to get this free editorial calendar template

    Here’s how you get your copy of the board:

    1. If you don’t have a Trello account already, go sign up for Trello at Trello.com
    2. Log in to your Trello account
    3. Once signed up / logged in, click here
    4. Now you should be inside the board. Click the icon with the 3 dots on it at the top right, and choose “More”.
    5. Click on the “copy board” optiontrello editorial calendar template
    6. Now go back to your workspace overview in Trello. You should be able to access your new editorial calendar from there!

    Pro tips for this editorial calendar

    Now I’ll leave you with some final tips for getting the most out of this template!

    1. Customize to your liking

    Note that this editorial calendar is a template, and you can edit it the way you want. The more detailed customization is added to it, the better. If it suits your needs as it is, great!

    2. Get Trello for mobile

    Download the Trello app on your mobile phone and use the widget to capture ideas quickly when you’re out and about. Here’s how

    1. First, download and install the Trello app from Appstore or Google Play
    2. Second, add the widget to your phone’s widget area
    3. Then, wait until you’re hit with a content idea. Now, quickly get your phone out and click the widget’s “Add card” button
    4. Choose the Trello board and the list that you want the card to be added to. This would be one of your idea lists. Like this:trello editorial calendar template -card example
    5. Finally, click the “Add” button, and that’s it! Your new idea has been saved to your idea list.

    3. Use the calendar power-up

    When the calendar power-up is activated in Trello you will see the scheduled posts in the Trello calendar making up to a month’s worth of content visible at a glance. Simply click the calendar power-up located at the top of your board.

    trello editorial calendar template - calendar power up

    Now you’ll see a calendar with all your cards visible at the assigned date, with its labels. I have done some demo scheduling with cards in all the different lists to show you how it looks like in the Trello calendar

    editorial calendar example

    In the calendar view you may click on the cards and view them directly from the calendar interface. Notice that all the status labels are also showing, which gives you a good overview of status of all the scheduled posts. The labels are explained in more detail below together with the other features of the board.

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    4. Use Mammoth

    If you have a WordPress site and write your content in Microsoft Word or in Google Docs, you can use a plugin called Mammoth .docx converter to import a post from your writing client easily into WordPress!

    5. Use Yoast

    Now you can just do the tasks in this checklist and get the stuff done! The YOAST SEO plugin is very helpful when working through this list.

    Start building out your editorial calendar

    Using some form of an editorial calendar is a must for every content creator. I hope you have enjoyed reading this post and that it has provided you with some constructive value.

    Enjoy this editorial calendar! I hope it makes a difference in your workflow efficiency. Please leave a comment if you have any questions and I’ll be happy to answer them the best I can!

    Thank you!

    About the author

    René Frydson is a 33-year-old passionate digital marketer, blogger, and productivity enthusiast from a small city called Forde in Western Norway. Alongside his formal education in marketing management with a specialty in digital marketing, Renè has 6+ years of experience from his own ventures online. He has hands-on experience from his employment in the marketing department of a large energy company in Norway. Join him over at themarketingonion.com where he publishes interesting and informative content within the digital marketing and productivity space.

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How to Do a PPC Audit in 8 Simple Steps

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How to Do a PPC Audit in 8 Simple Steps

My computer’s desktop, to most, appears to be cluttered and disorganized. My teammates are constantly begging me to clean it up. To me, there’s a method to my madness. But if someone else tried to use my desktop, they’d spend weeks trying to decode my scattered thought process.

The same can be said for many PPC accounts. Oftentimes, the original owner creates and manages the account in their own, unique way. When someone new takes over, they have to navigate the existing account without fully understanding its historical background and why it’s been organized the way it is.

The best way to overcome this gap is to do a PPC audit any time you take on an existing Google Ads account. And that’s just one reason you might want to perform a PPC audit. From time to time, it’s just good hygiene to make sure your pay-per-click accounts are in healthy shape.

But how do you actually do a PPC audit? What’s the right process to audit your Google Ads account? That’s exactly what we’re going to cover in this step-by-step PPC audit guide. These are the steps I follow when I dive into a newly acquired search ads account. You can use this checklist as a handy tool for all future account audits.

🚨 Fast-track your PPC audit! Use the Google Ads Grader to automatically audit your account for free.🚨

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Table of contents

Click to jump to each step of my PPC audit guide:

  1. Check your conversion tracking
  2. Review your targeting
  3. Assess your ad group relevancy
  4. Check how many ads are in each ad group
  5. Dive into ad assets
  6. Review your keyword match types
  7. QA your negative keywords
  8. Create a game plan

First, let’s get clear on what a PPC audit is. A PPC audit is an evaluation of the structure and performance of your paid ad accounts in platforms such as Google Ads, Microsoft Ads, and Facebook Ads. A PPC audit looks at the setup of key account components like ad groups, campaigns, ads, and more. Regularly auditing your PPC accounts can help you stay ahead of performance trends and optimization opportunities to maximize your marketing ROI. Let’s look at the steps that go into a PPC audit next.

1. Be sure conversions are being tracked (properly)

Are you tracking conversions properly? This is an essential question to ask in any PPC audit. Neglecting to track conversions is one of the biggest mistakes a PPC manager can make. Without this data, it’s impossible to understand whether all of your hard work is paying off! While this should be one of the very first tasks completed after setting up an account, a report from Disruptive Advertising found that only 58% of the 2,000 accounts featured in their study had at least one conversion registered.

ppc audit - google ads conversion tracking screenshot

Google has made this setup easier and easier through the years. Use it!

That’s bad, but this is worse—of this group, only half of the accounts that were “tracking conversions” had the code implemented correctly. Meaning, only 29% of all accounts reviewed passed muster when it came to tracking conversions.

Be sure that your newly acquired account doesn’t fall into this group. If conversions are registered in the account, be watchful for these tell-tale signs that the tracking has been set up improperly:

  • Your click count and conversion count are identical. If this is the case, you either have the most amazing products in the world or your conversion tracking code was added to your landing pages, rather than your thank you/order confirmation page.
  • Your conversion rates are super-high, despite low sales numbers. If so, your conversion tracking may be measuring visits to a product page or home page, rather than an order confirmation.
  • Your conversion count is suspiciously low, suggesting that you’re missing conversions. In this case, the former account manager neglected to track phone call conversions or forgot to add tracking codes to new landing pages.

If no conversions are registered on the account, generating and implementing conversion tracking code should be your first order of business! With this first PPC audit step conquered, your Google Ads conversion rate optimization is off to a good start.

🌱Get more tips on how to grow your PPC strategy with our free guide to hacking Google Ads!

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2. Review campaign-level settings

Setting your campaign targeting settings is a simple activity that takes five minutes, tops, but one small misstep in this section can have a profound impact on your account performance. (You can see how some of our clients learned this the hard way here.) Dive into each of your newly-acquired campaigns to review the previous owner’s targeting settings and ensure they make sense for the business.

Google Ads account setting updatesGoogle Ads account setting updates
Key items to check in on are:

  • Network Settings: The goals, expectations, and overall performance of ads on the Search Network are significantly different than those running on the GDN (get the low-down on each network here). The audit/optimization process that you follow will be dependent on the network you’re targeting.
  • Mobile Bid Adjustments: Do you want to show on mobile devices? If so, make sure that your bid modifiers are high enough to score you visibility for mobile searches. To determine this, segment your performance by device to assess the effectiveness of your existing mobile bids. Is your new company not quite ready for mobile traffic? Set the bids to -100%, until you get your mobile-preferred ads and mobile landing pages up to snuff. I recommend prioritizing this, given the ever-growing percentage of searches occurring on mobile devices.
  • Target Locations: Check to ensure that your company services the regions that your account has opted into. Then, take this one step further and review your geo-reports. You may find that a particular area performs ridiculously well (or ridiculously poorly) and can fine-tune the account to prioritize that location.

Congrats! Another step your PPC optimization checklist knocked out.

3. Assess your ad groups

The general rule of thumb is that an ad group should never contain more than 15-20 keywords and, for auditing purposes, I think this is a good jumping-off point. Scan your newly inherited account to find ad groups that hold more than about 20 keywords. These are likely the groups that will require the most clean-up.

You’re probably thinking, why the heck does the number of keywords matter so much? Realistically, your ad groups’ keyword count won’t impact performance. However, keep in mind that you’re serving the same set of ads for every keyword in a given ad group. If your keyword list is huge, it is likely includes various themes, meaning you’re forced to write generic ad copy.

Instead, your goal should be to populate each ad group with a list of super-granular keywords that all share the same semantic theme. You can then create hyper-specific ads for each ad group that are truly reflective of what the searcher is looking for.

keyword groupingskeyword groupings

I think we can agree that it’d be way easier to write an ad for the second keyword group than the first!

Despite the best of intentions, it’s easy to wind up with a few big ad groups in your account. Even if you start with small, tightly-knit keyword combinations, as more and more terms are added, your ad groups can grow to an unwieldy size. It’s important to QA them regularly and move terms that aren’t a good fit into new ad groups.

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💡Find more ways to clean up your campaigns during your PPC audit using our free guide to Google Ads Account Structure.

4. Check how many ads are in each ad group

If the account you inherit only has one active ad in each ad group, it’s an indication that the previous manager was not testing ad variations, which severely limits account optimization. On the flip side, having multiple active ads per ad group can also be detrimental. Likely, the previous owner was a testing zealot who dreamt up plenty of ad creative and tried to test it all at once (fail) or he just never bothered to end any of his tests (double fail).

The sweet spot you should be shooting for is two to three ad variations per ad group. This is a manageable number of ads to run tests with. Once you’ve identified your winner, pause the losing ad and try testing a new variation.

5. Dive into ad assets

If your Google Ads account doesn’t have any ad assets (formerly known as ad extensions) set up, hop to it! In this day and age, ad assets are not a nice to have, they’re a must for creating competitive ad copy.

ppc audit - google ads asset examplesppc audit - google ads asset examples

Ray-Bans has the right idea. This ad features callout and sitelink assets.

Luckily, since Google’s announcement that assets officially do impact ad rank, most advertisers have gotten their act together and implemented them. However, just because these asstess exist, doesn’t mean you can cross them off of your to-do list.

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Confirm that the assets running are appropriate fits for the business itself. For example, if you’re using call assets, be sure that your company’s phone lines are staffed to handle incoming call volume. If you don’t have someone to answer incoming calls around the clock, schedule the assetss to only appear during your hours of business. If you’re advertising for an e-commerce company with no physical storefront, be sure to eliminate any location assets so your ads don’t appear in Google Maps. Finally, check to ensure that your sitelinks, callouts and structured snippets are truly representative of your offerings and not overly repetitive.

Don’t forget about automated assets! You can view the performance of any automated assets that Google has served alongside your ads from the assets section of Google Ads. Typically, we see that these yield positive performance but, if any appear to be negatively impacting the account, stop the bleed by opting out of them in the advanced extension options settings!

6. Review keyword match type settings

A well-run Google Ads account typically includes keywords set to a variety of match types. Each serves a unique purpose, for example broad match is great for keyword research, while exact helps to ensure you’re only connecting with the most highly-qualified searchers.

ppc audit tools - keyword match type guideppc audit tools - keyword match type guide
One of the most common (and dangerous) account faux-pas is running all keywords on the same match type. We see this most commonly with broad match (since it is Google’s default). Although these broad-match keywords yield plenty of traffic, many of their impressions are from people searching terms that are loosely related to the business, resulting in disastrous click-through and conversion rates and poor Quality Scores. Although broad match is usually the culprit for this problem, using all phrase or exact match can be just as damaging, as they may limit volume considerably.

If the account you’ve inherited is already using mixed match types, it doesn’t mean you’re off the hook. Take the time to dive in and understand the previous owner’s strategy and ensure that it was implemented correctly. Just because they’ve attempted to enact an advanced strategy, like tiered bidding per match type, doesn’t mean they did it right!

🔍 Perfect your keyword strategy using our Free Keyword Tool!

7. QA your negative keyword lists

Negative keywords are your best defense against impressions and clicks from unqualified searchers. If the previous account manager was not utilizing negatives, your work is cut out for you. You can proactively set negatives by doing some guesswork, but with an active account, I like to take more of a reactive approach. Try heading to your query reports to understand exactly what terms have been triggering your ads. Be on the lookout for terms that you do not want to continue showing for and set them as negatives.

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Google Ads master negative keyword listGoogle Ads master negative keyword list

As you can see, we have a robust “master list” of negatives that we use for all campaigns!

If the former account manager added negatives already, review the list with a fine-toothed comb. Confirm that all of the negative terms are genuinely a good fit for the business and are not blocking impressions for any of your keywords. In addition, check your negative keywords’ match type settings to ensure that they are operating as anticipated. I can’t tell you how many accounts I’ve seen with negatives set to “exact” match that are doing absolutely nothing for them. These settings can drastically affect the impact of your negatives.

8. Create your game plan

Now that you have all the groundwork done, you know exactly what you need to do to whip the account into tip-top shape. It’s time to start optimizing! Once you’ve cleaned it up, the real fun begins. Happy auditing! If you try the tips in this PPC audit guide but still want to squeeze more out of your accounts, see how our solutions can help you maximize your PPC success!

Looking for a PPC audit tool?

If you’re tight on time and resources, let a PPC audit tool do the work for you. Get a free, instant account audit with our Google Ads Grader.

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What is Social Selling? (+How to Sell on Social Media)

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What is Social Selling? (+How to Sell on Social Media)

If you sell things to people who spend time on social media, you need to learn about social selling.

Social selling lets you use social media to find perfect prospects, build a genuine connection with them, and become the automatic choice when it’s time to buy.

It’s not rocket science. But you can’t go in guns blazing with the hard sales tactics. There’s more nuance required.

In this extensive guide, you’ll get a complete plan to launch your own social selling strategy. What to post, when to connect, and how to get more conversions with less pitching.

Table of contents

What is social selling?

Social selling is a lead generation strategy where you find, qualify, and connect with new prospects on social networks. The strategy includes using social listening to know what topics are important to prospects and then joining or generating conversations to build relationships with them.

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Let’s say you work for a commercial contractor. Someone on X (formerly Twitter) talks about expanding their business in your area and has a question about building codes. You give an answer with some helpful links. You’re at the top of the list when they ask for a bid to upgrade their new building.

Notice that social selling focuses on generating new leads rather than quick conversions. You want to build trust through genuine connection, not complete an impersonal transaction.

The best part of social selling is that it’s like a free, always-on networking event you don’t have to fly to. You get to generate and nurture 1:1 relationships at a scale you never could with in-person networking or cold calls.

💡 Want more oomph in your outreach? Download this huge list of emotionally charged marketing words and phrases.

Social selling vs. traditional selling

Social selling differs from traditional sales strategies by where it happens, who you target, and how you connect.

Social selling - differences between social selling and traditional selling

Social selling happens on social media platforms. Traditional selling often takes place in person or via cold calls.

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With social selling, you directly target product users or decision-makers. Traditional sales strategies usually start with engaging a gatekeeper before you speak with the person writing the checks.

Social selling uses warm introductions and personalized conversations to engage with targeted prospects. Traditional sales tactics rely on generic scripts and shotgun outreach.

Social selling vs. social media marketing

Social media marketing is usually a one-to-many broadcast. In contrast, social selling is more about building relationships with one-to-one conversations.

Social media marketing can also be conversion-focused and even include social shopping, where people can buy right from the social media platform. With social selling, you’re meeting and interacting with prospects, but the conversion happens outside the social network.

While they have differences, social media marketing and social selling do support each other. You may write some generally helpful social media posts as part of your social media marketing strategy, but when a prospect comments, they move into your social selling funnel.

Who is social selling for?

Social selling is for any company that sells products to people who spend time on social media. That is to say, it’s for just about every company since over 62% of the global population (and over 90% of the US population) is on social media.

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Any size business can use social selling. A Fortune 500 software company might interact with chief technology officers who make million-dollar purchasing decisions. A local physical therapist can provide health tips to weekend warrior athletes in their network.

What are the benefits of social selling?

Social selling isn’t hard (we think it’s fun), but it takes some time. Are you on the fence about trying it? Let’s see if these social selling benefits convince you.

You connect with people where they’re comfortable

The average person spends about 2.5 hours each day scrolling social media platforms. Many are there to catch up with friends and family. But a large percentage of people head to social networks to learn about products and get content from brands.

Social selling - Graphic showing the reasons people use social mediaSocial selling - Graphic showing the reasons people use social media

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That audience of information seekers presents a perfect opportunity to jump in and be the helpful authority when they need you most.

Builds trust through conversation

An older study from HubSpot showed that a dismal 3% of consumers consider salespeople trustworthy. Ouch!

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Social selling - LinkedIn post about rude salespeople.Social selling - LinkedIn post about rude salespeople.

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You’re unlikely to overcome the trust gap in the first few seconds of a cold call. But on social media, it’s possible to create relationships that generate trust over time.

Think about it this way. Say you need to hire more people. Would you be more likely to use a recruiting company that’s answered several hiring questions for you on LinkedIn or the company that cold-called you?

Lets you time outreach perfectly

In general, success on social media means posting at the right time. And that’s why social selling is so great. You use social listening to tell you when someone’s talking about your brand, your competitors, or some aspect of your business. Then, you can connect with them at the exact right time.

Social selling - Tweet from BiothermSocial selling - Tweet from Biotherm

Every major social media platform has a search bar. You can use it to search for hashtags, company names, or job titles that lead you to excellent prospects.

Plus, social media bios often hold lots of information about the people they represent. With a quick glance, you might learn where someone works, their job title, and what types of things they’re interested in.

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You’d have to buy one heck of a cold-calling list to get all of that!

It’s a proven technique

LinkedIn data shows that sales teams who use social selling are more successful.

According to the research, social selling leaders:

  • Create more opportunities
  • Are more likely to reach quota
  • Outsell peers who don’t use social media

Social selling - stats from LinkedIn graphciSocial selling - stats from LinkedIn graphci

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What’s more, your competitors are already taking advantage of social selling. Compared to 2015, sales reps spend 12% more time connecting with prospects and customers virtually.

EveryoneSocial, a brand advocacy software provider, says that social sellers close 48% larger deals than their nonsocial seller counterparts.

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Delivers a fantastic ROI

All you need to get started with social selling is a free social media account, a little time, and a strategy. There’s no significant initial investment, ads to buy, or travel to pay for.

As you start to generate quality leads from social media, you can invest in tools that make you more efficient, which we’ll cover in a bit.

What are the four pillars of social selling?

There are four concepts that, when taken together, form the foundation of a social selling strategy.

Social selling - Four pillars of social selling in a graphicSocial selling - Four pillars of social selling in a graphic

  1. Establish your brand on social media: Before connecting with prospects, create an engaging profile and publish relevant content that cements your brand as the expert in your space.
  2. Fill out your network: Identify your current customers, future potential customers, thought leaders, and influencers that you’d like to connect with.
  3. Engage them with insights: Become the go-to source for information by sharing thought-provoking directly with your prospects right when they need it.
  4. Build relationships: Strengthen your connections by establishing trust with the people who make decisions and influence others.

Which social selling platforms are best?

The best social selling platform for you depends a lot on the things you sell and where your audience hangs out.

That said, LinkedIn and Twitter are more geared towards social selling. People go to those networks more often for professional conversations. Plus, those platforms have some great tools to make creating a sales network easier.

LinkedIn

LinkedIn is the best platform for B2B social selling. Not only does the platform have more than 1 billion users, but most of them are also there to talk shop. That means your conversations about professional topics will fit right in.

LinkedIn makes it really easy to grow your professional network. You can use the search bar at the top of the page to look for specific job titles or people working for a company. Then, you can refine the list to only show people connected with your current network. Hello, warm introductions!

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There’s also a really powerful tool called LinkedIn Sales Navigator. Use it to prioritize your prospects, find advocates who’ll help you connect, and even surface accounts showing high buying intent.

And the pièce de rèsistance is LinkedIn’s social selling index (SSI).

Social selling - LinkedIn SSI dashboardSocial selling - LinkedIn SSI dashboard

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The SSI is a metric from LinkedIn that measures your success against the four pillars of social selling. Just log into your account and head to your Social Selling Index dashboard. You’ll get an overall score and see how you fare against others in your industry.

X (formerly Twitter)

X is built for public discussions, which makes it a perfect place to jump into conversations and establish your brand’s expertise.

Finding those conversations is easy since many users add hashtags to their tweets. Search for hashtags using the bar at the top or click a hashtag from someone you already follow and see who else is using it.

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Say one of your customers uses the hashtag #HRIssues on their Tweets. Click it, and you’ll likely find a host of other prospects who need your human resources software.

But what’s really cool about X is the List feature. With Lists, you can quickly find whole groups of people in your field.

Social selling - A list on Twitter XSocial selling - A list on Twitter X

Follow existing lists to grow your network. Or create your own private lists to keep tabs on competitors or customers.

Facebook, TikTok, and Instagram

Facebook, TikTok, and Instagram are popular social marketing platforms. But they’re less hospitable to social selling since people gravitate to them to get away from work. You can still see some benefits there, depending on what you sell.

Social selling on Facebook

The challenge with Facebook is that its privacy controls make it more difficult to engage with new people. Unless someone has made their post public, you won’t be able to interact with it. One potential workaround is Facebook groups. Look for existing groups that align with what you do, or build your own Facebook group.

Social selling - A group on FacebookSocial selling - A group on Facebook

Once you’re in the group, remember to be friendly and helpful. Most groups have admins that will boot you out if you get all salesy.

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Social selling on TikTok

TikTok is growing as a sales channel because more people now use it to find new products and services. But it’s a very visual platform that kind of buries comments. So, it’s not ideal for generating conversations.

Your best bet is to post entertaining videos that follow trends on TikTok and build awareness of your brand.

Social selling on Instagram

It isn’t easy to find individuals to connect with on Instagram unless they’re a celebrity or you know their handle. Plus, starting an organic conversation there is hard, especially since it’s such a visual platform.

Like TikTok, your social selling play here is to post helpful content that attracts people who would eventually use what you sell. You could also try following complementary brands (think of cosmetics companies if you’re a fashion brand) and reply to the comments you see there. Just don’t go too hard. No brand wants another company harassing its followers.

9 tips to become a pro-level social seller

We’ve got the pillars down and seen how they work on different social media platforms. Now, let’s look at nine ways to accelerate your program.

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1. Provide value and prove your expertise first

Before trying to make direct connections, you’ll need to build a foundation of credibility. Remember, you don’t want to be the person who meets someone new and instantly starts blurting out a sales pitch.

The easiest way to start is simply posting helpful, insightful content. Make it a mix of new content and posts you’ve shared from others.

Social selling - Real estate agent's helpful post.Social selling - Real estate agent's helpful post.

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Social sharing is built on two-way, mutually beneficial relationships. Before you ask for something like scheduling a demo or booking an appointment, give something first to keep the scales even.

2. Be an active social listener

Social listening gives you the superpower of knowing what people are talking about online. That way, you can get in on the conversation and engage with prospects organically.

On LinkedIn, you can set alerts to notify you when an account posts. Over on X, you can be notified anytime someone uses a specific hashtag.

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For more robust social listening, use a social media management tool. They’ll let you monitor:

  • Brand mentions
  • Product mentions
  • Competitor mentions
  • Trending keywords
  • Branded keywords
  • Relevant hashtags

3. Optimize your profiles

    What’s the first thing people do when they see your social media account pop up for the first time? Many of them head right to your profile.

    That’s why a professional and complete profile is critical.

    Social selling - Jabil LinkedIn profile.Social selling - Jabil LinkedIn profile.

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    Each social network has different profile styles, but in general:

    If you’re connecting through your personal LinkedIn account, gather some recommendations. In fact, it’s a good practice to trade LinkedIn recommendations with people you work with.

    4. Personalize connection requests

    After you’ve built a rapport by sharing content and conversing in the comments section, it’s time to formalize the relationship with a connection request. The best introduction messages are specific and relevant to the recipient. That’s true in social selling since you’ve done so much to create a personal connection.

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    Here are a few ways to personalize your connection requests:

    • Mention people you’re both connected with
    • Call back to a recent interaction you’ve had
    • Provide something of additional value (like a link to a relevant article)
    • Use their name and reference their company or job title

    5. Continuously grow your network

      Social selling isn’t a one-and-done strategy. It’s a long-term play that gains steam over time. Set weekly goals for the number of posts, comments, and replies you publish. Block out time dedicated only to tending to your social media network.

      And most of all, don’t rush it. Many of your new connections won’t need what you sell right now. But they will eventually. And even if they don’t, they could offer a warm introduction to other people in the future.

      6. Be active in comments and replies

      This is a foundational tactic of social selling. A well-timed, relevant comment is your first foot in the door with a new prospect. You are adding to the conversation, and your engagement helps boost the post with the platform’s algorithm.

      Don’t forget to listen out for people who’ve already bought, too.

      Social selling - Post reply from Away brand.Social selling - Post reply from Away brand.

      Source

      Jumping in to save the day is the ultimate social selling tactic.

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      7. Strike up conversations in your posts

      You don’t always have to seek out people to converse with on social media. You can bring them to your posts with questions and polls.

      Social selling - LinkedIn post with a pollSocial selling - LinkedIn post with a poll

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      Whether they’re funny or serious, questions get people talking. Make a note of who shows up and what their opinions are. And always reply to keep the discussion going.

      8. Engage with influencers

      Influencers in your industry can be beneficial allies in your social selling campaign. They have an audience of people that you’d like to know. Plus, the topics they discuss could be great fodder for your posts and outreach.

      Social selling - TikTok from Shopify with an influencerSocial selling - TikTok from Shopify with an influencer

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      You don’t need a formal agreement to engage with influencers. Just start liking and commenting on their posts. Reference and link to them in your own posts. Mine their comments sections to take the pulse of your industry and get new ideas. And invite them to collaborate on content.

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      9. Find communities to join

      There are loads of online communities, both on social networks and elsewhere, just waiting for you to join. These groups are ideal for social selling since they’re all about conversing and providing mutual support.

      Social selling - A helpful post in the Maverick Truck ClubSocial selling - A helpful post in the Maverick Truck Club

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      You can learn much about your target audience by observing what happens in an online group. But the real magic happens when you jump in, answer questions, and celebrate successes with the other members.

      If you don’t see a group you like, build your own brand community.

      What are the best social selling tools?

      Social media management tools help you to become more efficient and effective at selling online. Here are a few such tools to consider.

      LinkedIn Sales Navigator

      It’s not surprising that LinkedIn would offer one of the best tools for social selling. What’s unexpected is just how robust LinkedIn Sales Navigator is.

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      Social selling - Screenshot of LinkedIn Navigator.Social selling - Screenshot of LinkedIn Navigator.

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      One of the best features on Sales Navigator is the Relationship Explorer. With this tool, you’ll quickly find people who can help you get “in” with an organization—like people who share connections with you. It also helps you find the most relevant people to target and notifies you of important events like a change in management.

      Meltwater

      Meltwater is a leader in the social listening space for good reason. Its purpose-built tool lets you track brand, product, or audience mentions across all your social media accounts. You get audience sentiment data, and it can even recognize images.

      Social selling - Meltwater dashboard.Social selling - Meltwater dashboard.

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      The social listening alerts on Meltwater are worth noting. Set an alert for your brand, and you’ll get a notification when it’s mentioned. That’ll help you respond while the conversation is hot.

      EveryoneSocial

      EveryoneSocial is a brand advocacy platform that makes it easy for employees and executives to plan, post, and share content about their business. The tool has features designed to help sales professionals grow their pipeline on social media channels.

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      Social selling - Screenshot from everyonesocial websiteSocial selling - Screenshot from everyonesocial website

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      With EveryoneSocial, you get a hub of content anyone on your team can share through their social channels. You also get an analytics dashboard that shows the team’s engagement, reach, clicks, and more from all the accounts linked to your plan.

      3 stellar social selling examples

      Here are a few real-world examples of businesses big and small selling on social media with flair.

      TruMotion Therapy

      Here’s an example that proves social selling isn’t just for the Fortune 500. TruMotion Therapy is a local physical therapy practice that regularly posts on Instagram. They’ve built a loyal following of people looking for solutions to aches and pains.

      Social selling - Social media replies from TruMotion Therapy.Social selling - Social media replies from TruMotion Therapy.

      Source

      The activity after the post is published transforms this strategy from social media marketing to social selling. TruMotion Docs take time to continue the conversation with individual commenters. Many of the replies are personalized advice and answers. And when it’s called for, the TruMotion team will take the chat to DMs, moving the new connection further down the funnel towards becoming a client.

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      Starbucks

      You may not think of chain restaurants or consumer brands as social sellers, but some are really good at it.

      Scroll through Starbucks’ feed on X, and you’ll see an endless stream of interactions the brand has with its fans. Most are simple “cheers,” while others are more personal.

      Social selling - Starbucks TweetSocial selling - Starbucks Tweet

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      Either way, social media lets Starbucks connect with a singular customer one-on-one in a way other marketing and advertising strategies don’t.

      Zoetis CEO

      Kristin Peck is the CEO of Zoetis, a pharmaceutical company specializing in pet care. She regularly comments on posts from people in her industry, especially when they mention animals.

      Social selling - LinkedIn post from the Zoetis CEOSocial selling - LinkedIn post from the Zoetis CEO

      Source

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      It’s a quick and easy way to generate camaraderie among people in your network. Plus, you can use your comments to inspire future posts to help establish your brand on social media.

      The 30-day social selling launch plan

      Let’s bring all of this down to ground level. Follow this step-by-step plan for the next 30 days to have a fully functioning social selling strategy.

      Day 1 to 5: Get set up

      The first week is about picking the tools you’ll use, setting them up, and creating the rules for your social selling strategy. Some of this may already be done if you’re marketing on social media.

      To get set up:

      • Decide which social media platforms you’ll use
      • Create a social media style guide
      • Find relevant hashtags
      • Create and optimize your social media profiles
      • Pick your social selling tools
      • Set up social listening for brand, competitor, and industry mentions
      • Review five competitor social media accounts

      Day 6 to 15: Establishing credibility

      Now, it’s time to lay the groundwork with your audience. Go into this phase looking for ways to help and show off your expertise (without bragging, of course).

      To establish credibility:

      Day 15 to 25: Begin outreach

      We’re getting more proactive here. Let’s find some people and social media accounts to lightly engage with.

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      To begin outreach:

      • Search for people in your industry that post often
      • Narrow the list to 10 targets
      • Reply to 2 to 3 posts from each account
      • Go beyond agreeing and add to the conversation
      • Repost or retweet content from at least one of those posts and tag the account

      Day 26 to 30: Make contact and analyze

      For this last phase, you’ll connect directly with one new contact and check the results of your efforts so far.

      To make contact and analyze:

      • Send a connection request to one new contact
      • Review the metrics on your social selling tool of choice
      • Note which posts, comments, and replies get the most engagement
      • Use the data to plan out month two

      Now, keep growing your network!

      👋 Plan out your entire year’s marketing strategy with this free must-have marketing calendar.

      Social selling FAQs

      Here are answers to some of the most commonly asked questions about social selling.

      Does social selling really work?

      The data proves social selling helps you fill your sales pipeline and close bigger deals more often.

      For example:

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      • Instagram found that 78% of social sellers outperform peers who don’t use social media
      • EveryoneSocial says a lead generated through social selling is 7x more likely to close than leads from other tactics.
      • 51% of Baby Boomers, 69% of Gen X, and 86% of Gen Z have interacted with a company on social media.

      What is social selling the inbound way?

      An inbound marketing strategy attracts new buyers to you instead of chasing them through ads and cold outreach. Social selling is inbound by nature. So, “social selling the inbound way” is another way of saying social selling.

      Is social selling creepy?

      Social selling is not creepy if you do it the right way. That means engaging at appropriate times and offering help instead of leading with a sales pitch.

      Grow your business with social selling

      The days of knocking on doors and cold-calling prospects are numbered. Generic sales scripts turn buyers off. And impersonal outreach gets ignored in the inbox. Replacing these old-school sales techniques are genuine connections and authentic relationships built on social media.

      It doesn’t take a considerable effort to give social selling a try. Just start reading posts that interest you and add your two cents. People will notice, and you’ll be off and running.



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6 Google Ads Performance Max Pre-Launch Optimizations

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6 Google Ads Performance Max Pre-Launch Optimizations

Google Ads Performance Max campaigns can be a great tool to help you reach further into the Google network and attract new customers as well as convert existing ones. But this campaign type is also quite a bit different from many others that Google has rolled out in the past. Rather than focusing on one network, like Search or YouTube, Performance Max campaigns can run across nearly all Google-owned properties, meaning your ads could look very different from one place to the next. Additionally, the user’s intent and/or state of mind could also be very different on each platform.

For these reasons and others, I suggest having a few things checked off a list before rolling out Performance Max campaigns, just to make sure you’re being cautious with your funds and putting yourself in the best position possible to see success:

  1. Use brand exclusion lists
  2. Control placements with brand suitability
  3. Take advantage of all creative options
  4. Don’t be shy with audience signals
  5. Confirm all conversion tracking and set clear goals
  6. Track lead quality performance

Google Ads Performance Max campaigns: 6 pre-launch optimizations

Let’s take a deeper look at the six optimizations you should make before launching Google Ads Performance Max campaigns.

💡 Already running Performance Max campaigns but not sure if they need to be further optimized? Find out with our free Google Ads Grader!

1. Utilize brand exclusion lists to avoid search cannibalization

If you’re running traditional search campaigns and Performance Max is a planned expansion, I encourage you to add a brand exclusion list to your Performance Max campaigns. This list will provide added control so your Performance Max campaign will not show for branded queries, meaning your search and shopping campaigns won’t have any internal competition for those terms.

google ads performance max campaigns - brand exclusions navigation screenshot

These lists are very simple. First, navigate to the tools portion of the left-hand navigation, then shared library, and click brand lists.

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google ads performance max campaigns - brand list screenshotgoogle ads performance max campaigns - brand list screenshot

From there, you’ll be prompted to create a new brand list. You’ll be able to give that list a name, which could be useful if you have multiple brands being advertised in the same account. Next, start typing in your brand name and select the box next to the brand that matches yours.

You may be surprised how many brands Google already has available in the list, but if you don’t see your brand identified here, you do have the option to Request a New Brand down at the bottom.

google ads performance max campaigns - brand exclusionsgoogle ads performance max campaigns - brand exclusions

Once you’ve created your list, you’ll need to apply it to your Performance Max campaign in the campaign settings section. This is nearly always hidden under “additional settings” toward the bottom. Select the brand lists you want excluded from that campaign and you’ll be on your way.

2. Control placements with brand suitability

As I mentioned earlier, Performance Max campaigns can be shown across the whole Google network, and with each of these platforms comes its own worries about what your ads will show up next to.

Search and shopping exclusions

In addition to the brand exclusion lists mentioned above, you can also control the queries your Performance Max campaigns will show for with account-level negative keywords.

google ads performance max campaigns - negative keywords list google ads performance max campaigns - negative keywords list

While this is a great improvement over no negative keywords, you still need to be cautious. Adding negative keywords at the account level prevents every campaign in your account from showing on those queries. That includes Performance Max, but it also includes your regular search and shopping campaigns as well.

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If there are terms that are not suitable for your brand to show up for in any scenario, adding them at the account level can help control both your traditional campaigns as well as Performance Max.

google ads performance max campaigns - screenshot of admin account settingsgoogle ads performance max campaigns - screenshot of admin account settings

Account-level negative keywords can be found in the account settings portion of Google Ads (under Admin) in the main navigation and function the same as regular negative keywords.

Display and YouTube exclusions

Beyond search and the control of keywords, we also need to monitor the content our ads are showing alongside on YouTube and the Google Display Network.

google ads performance max campaigns - content suitability in navigation panelgoogle ads performance max campaigns - content suitability in navigation panel

The best way to prevent your brand from showing on unsavory content is to use controls available in the content suitability section of Google Ads.

google ads performance max campaigns - screenshot of excluded contentgoogle ads performance max campaigns - screenshot of excluded content

Toward the bottom of the page is a list of additional exclusion categories you can utilize. Each of these settings will apply to its intended network type, meaning they’ll help control either the display placement, YouTube placement, or both for your Performance Max campaigns.

google ads performance max campaigns - content exclusionsgoogle ads performance max campaigns - content exclusions

You can use the broadest set of controls and select exclusions based on their sensitive content category (shown above), or you can add in content keyword exclusions or even individual placements like websites or YouTube channels if you know where you want to avoid.

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🌱 Get more ways to grow your business across all your marketing channels with our free growth strategy guide!

3. Take advantage of all creative options

Since Performance Max campaigns have many different options for placements, there are tons of different forms your ads could take. You’re given space for text, images, videos, brand identifiers, and ad assets all in the same location. Take advantage of them!

google ads performance max campaigns - screenshot of performance max ad editorgoogle ads performance max campaigns - screenshot of performance max ad editor

Both fortunately and unfortunately, your ad itself is what the user has to make their first impression of you. If your ad looks clunky and boring, you’re not really creating any sort of appeal.

Utilize the review tool in the right-hand portion of the builder to get an idea of what your ads will look like in all of the available placements. If one is slacking, go find new assets to slot in and make sure you’re creating the impression you want, not just the one you have to settle for.

4. Don’t be shy with audience signals

In the same asset group builder, you’ll find where you can influence the audience that Performance Max campaigns target.

google ads performance max campaigns - audience signals screenshotgoogle ads performance max campaigns - audience signals screenshot

As you can see above, you have quite a bit of options when it comes to providing audience signals. These can be from your data sets, like remarketing lists or customer uploads. It can also be based on additional signals like interests that include in-market and life event audiences as well as detailed demographics like parental status and household income.

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google ads performance max campaigns - search themes examplegoogle ads performance max campaigns - search themes example

Additionally, you can provide search themes, which are keywords (up to 25 per asset group) that you identify as some words or phrases users may look for when searching for your products or services. They’re best used when you’re launching a new product or your site doesn’t have complete details about your offerings to help guide Performance Max to find more qualified users. These are optional but can be useful in the scenarios mentioned above.

google ads performance max campaigns - screenshot of google ads performance max network explanationgoogle ads performance max campaigns - screenshot of google ads performance max network explanation

However, both of these sets of directions only go so far when you’re trying to influence your audiences. As Google states: these are just a starting point and they’ll serve ads based on what the algorithm says is a qualified user.

I encourage you to add as detailed insights as you can in this section as they will work in conjunction with the next optimization to make sure your ads are showing to the right users across the Google environment.

5. Confirm all conversion tracking and set clear goals

Performance Max campaigns are driven heavily by the goals you set at the campaign level. On every placement, they’re trying to help you drive either sales, brand awareness, content downloads, or some other goal. But for Performance Max to be successful, you have to feed it accurate conversion data.

performance max campaigns - conversion goalsperformance max campaigns - conversion goals

In the campaign setup process, you’ll be prompted to choose the goals you want to optimize for in this campaign. Be sure you have all of your conversion actions and goals set up properly so you can easily opt into the actions you want for this campaign. (If you need more guidance on conversion goals in Google Ads, you can watch this video.)

This also opens up a new world of optimization with Performance Max. For example, if you wanted to have one Performance Max campaign optimizing for brand awareness and another focusing on your bottom-funnel conversion actions, this is where you would set that up. Don’t hesitate to be creative with how you can use this machine learning to influence your portfolio of campaigns rather than just one at a time.

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6. Track lead quality performance

From my own experience as well as that of others I’ve talked to in the industry, Performance Max does really well for direct sales and ecommerce types of campaigns. All of the sale and revenue data is available directly from the platforms and product feeds usually have tons of creative and copy to work with.

google ads performance max campaigns - screenshot of Google Ads lead quality tipsgoogle ads performance max campaigns - screenshot of Google Ads lead quality tips

Unfortunately, that means lead generation campaigns have a harder time. (Don’t they always?) The quality of leads can be, well, really terrible from Performance Max if you’re not careful. There are some strategies Google suggests you employ to improve lead quality, but you’ll notice these are all on your site, not directly through PMAX controls.

Regardless, I think these are all very valid suggestions and can help you prevent your forms from getting flooded with bot leads and annoying your sales department. If you’re running lead generation campaigns, I highly suggest you leverage at least one of these tactics to help avoid junk leads and keep the data clean.

Get ahead of your Google Ads Performance Max campaign optimization

Performance Max campaigns can be great tools to extend your reach beyond single network campaigns and can help drive results, but they almost always need handholding to make sure they’re hitting the targets you want. This list of optimizations should help you focus your campaigns right from the start and see decent performance after launch rather than starting without any controls and hoping things turn out.

Here are the six ways to optimize your Google Ads Performance Max campaigns before they go live:

  1. Use brand exclusion lists
  2. Control placements with brand suitability
  3. Take advantage of all creative options
  4. Don’t be shy with audience signals
  5. Confirm all conversion tracking and set clear goals
  6. Track lead quality performance

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