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Top 10 Must-Try PPC Tactics for 2020

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If you want your PPC campaigns to remain effective in 2020, you have no choice but to evolve. In some cases, that evolution will mean thinking about things very differently than before.

If your program isn’t in an advanced state already, here are ten tactics you must try this year (in no particular order).

1. Layered Audience: Demographics & Affinity

It’s no secret that a campaign will perform best when you clearly define who it’s meant for.

By using the combined power of Google Ads and Analytics, you’re able to give your campaigns a better chance of success by targeting those most likely to take the desired action. I look at demographics and affinity as a more of a passive “who they are” classification.

The screenshot below shows current site visitors who fall into the affinity category of “Pet Lovers”. Those specific customers convert 46% better than the average. That’s an audience worth engaging:

2. Layered Audience: In Market

While Demographics and Affinity audiences are more about “who they are”, In-Market audiences are about “what they’re doing”.

In this case, this an audience who is exhibiting certain online behavior consistent with those who are actively “in the market” for a product or service.

3. Layered Audience: Life Events

Anyone who has ever run a Direct Response campaign (even in the pre-digital days) knows that reaching potential customers at key life event stages can be critical to its performance.

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If you’ve ever gotten a mortgage (or even just moved to a new address), you’ve probably noticed an increase in the volume of offers you receive. There’s a very good reason for that – data shows it’s effective.

Google Ads allows you to run promotions for specific “life events” on a limited basis today. It’s limited because:

  • You’re restricted to life events concerning:
    • College graduation.
    • Marriage.
    • Moving.
  • It’s currently available for Gmail and YouTube campaigns.

They launched these targeting capabilities in the last couple of years and hopefully, it will eventually be expanded as a targeting layer for additional events and platforms.

4. Running One Responsive Search Ad (RSA) Per Ad Group 

I know. You tried it and were less than impressed. I get it.

Try it again, but this time on some keywords and audiences that might not be your core focus.

If your campaigns are anything like most, you have some core audiences and set of keyword variations that make up the bulk of the conversions and revenues.

Test RSAs to try and find success outside that core audience. The biggest things to remember:

  • The key word in machine learning is “learning.” In order to “learn” what works, the “machine” also must learn what doesn’t. That takes time and a bit of volume to get a good read.
  • You still need to input some quality headlines (minimum 3, up to 15) and descriptions (minimum 2, up to 4). If those are sub-quality, no amount of machine learning will help your campaigns.

5. Establish a Target Cost Per Acquisition (CPA) or Return on Ad Spend (ROAS)

This is a Marketing 101 principle that unfortunately even some of the largest companies in the world don’t complete (or at least complete properly).

The automation is now in place to optimize campaigns at scale to a specific CPA or ROAS, but that functionality is useless if you don’t have that figured out (and potentially even worse if you have a CPA or ROAS goal calculated with poor logic).

Is CPA a perfect metric? Nope.

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Neither is ROAS.

I have challenges with both when we’re talking about a tactic like text search ads that usually play a role somewhere in the second half of a purchase journey.

Without proper context, CPA and ROAS are very incomplete numbers. However, you can get to a number that’s a reasonable mark for optimizing campaigns to once you take the time and effort to piece together the following:

  • The various marketing campaigns required to take a buyer from pre-awareness to a conversion.
  • The lifetime value of a customer.
  • Your margins.

6. Test Smart Bidding Strategies

See #5. Once you have that foundational element established, you can begin to let the system “do the grunt work” it takes to get the campaign there.

7. Invest in Microsoft Ads Already, Will You?!?!

Microsoft Ads have come a long, long way since the early days of Bing when a lot of us in PPC treated them like an afterthought that we would “get around to” when we had time and as long they made it easy to copy our AdWords campaigns over.

Of course, there are no guarantees it’ll be effective for your brand, but I’m seeing more consistent success across my account base than I did five years ago.

They even have some features that Google doesn’t (and can’t) have. For more insight on that, check out the recent post from contributor Tim Jensen.

8. Using Google Analytics Data to Execute Remarketing Campaigns

Are you still remarketing equally to everyone who visits your site?

Are all your site visitors equal?

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Of course not!

The example below is from a business that has both an ecommerce and physical retail presence.

A quality visit entering the site on a “store locator” page is an opportunity to present remarketing ads promoting the in-store experience.

9. Report the Store Visits Metric (For Businesses with Brick & Mortar Locations)

While we’re on the subject of brick & mortar, leveraging the Store visits metric available in Google Ads is a great way to gain additional support for your campaigns.

Sometimes the management in the physical stores can feel like digital marketing campaigns are designed more for Ecommerce so it’s great to be able to present this kind of data.

10. Review & (Most Likely) Revise Your Campaign Structure

A campaign restructure is often one of the first things an experienced PPC pro ends up recommending once an audit is complete.

A poor campaign structure is much like a bad foundation on a house – if that’s in bad shape, not much else matters.

A proper campaign structure has always been important, but it’s absolutely critical if you want to take advantage of the automation capabilities to optimize and scale your campaigns.

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In order to let the automation handle the grunt work and get you out of the weeds, you must be very strategic about how you structure the campaigns.

There’s not a handbook on one way correct way to structure a campaign for all types of businesses, but in general, you need to take into account:

  • Geography.
  • Seasonality.
  • Product mix.
  • Core terms.
  • Budget ownership.
  • Your ability/bandwidth to manage it all.

Proper setup requires a lot of heavy lifting but will pay the dividends of a long shelf life and program scalability.

Ironically, this last recommendation is something you’ll likely need to do before you can find success with the earlier ones.

Final Word

Trying these tactics will not guarantee success and I’m certain there will be additional “Must Try” PPC features this year that will make sense for your campaigns.

If you haven’t tried the tactics from this post in your campaigns yet, try using this list as a checklist and track your progress. Good luck!

More Resources:


Image Credits

All screenshots taken by author, January 2020

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MARKETING

What You Need to be Doing NOW to Get Your Shop Ready for Black Friday

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What You Need to be Doing NOW to Get Your Shop Ready for Black Friday

Did you know that 130 million users use Facebook and Instagram to discover sales and buy products during Black Friday weekend alone? 

This means that setting your shop up for success is an excellent way to attract all shopaholics into your business and make serious money. But, with so little time, how can you know what you’re supposed to do? 

Well, after talking with Meta experts, I’ve put together an easy-to-follow checklist with everything you need to do AHEAD of Black Friday if you want your Instagram or Facebook Shop to be a huge success this holiday. 

So read on, and start planning now!

11 Things you need to do to get your shop Black Friday ready

The key to a successful Black Friday is reaching the right audience with the right products. In years past, this meant a well-placed ad in the local newspaper or a spot on the radio. But today, the best way to reach potential shoppers is through social media. And of all the social media platforms out there, Instagram and Facebook offer the best buying experience. 

Facebook and Instagram Shops provide an easy way for businesses to showcase their products and reach a wide audience, and offer a convenient way to browse and purchase items with just a few clicks. Plus, since most users are already using these social media platforms *we’re talking about more than 3 billion*, it has become a natural way to shop. 

So if you’re a business owner looking to take advantage of Black Friday, setting up an Instagram or Facebook shop is a must, and here are the best tips to do so: 

1. Start planning your holiday strategies if you haven’t already

For many businesses, Black Friday is make-or-break time, when they can either turn a profit or end up in the red. That’s why it’s so important to have a solid plan in place for dealing with traffic. 

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By mapping out a strategy beforehand, businesses can avoid being overwhelmed by the high demand and ensure that everyone has a positive experience. This means, planning your offer and deals ahead of time, placing your ads budget, doing product inventory, organizing customer service, etc. 

Regarding offers, Instagram and Facebook Shops allow businesses to set up coupons and discount codes during checkout, and timely offers to display their deals. Offer parity with your site is key. So be sure to review #7!

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2. Update your Meta Shop banners 

In order for retailers to lure customers into their shops, they need to make sure their signage is up-to-date and eye-catching. This is especially true for banners, which are the first thing people see when hunting for good deals and promotions. 

A well-designed banner can help to create a sense of urgency and excitement, convincing shoppers that they need to act now in order to get the best deals. These act as hero images from a traditional site, but for your Instagram Shop.

Additionally, they can be used to highlight specific sales or promotions, making it easy for shoppers to find the products they’re looking for. After all, what good is a sale if no one knows about it?

So if you’re looking to make the most of this busy shopping day, don’t forget to update your social shop banners with eye-catching designs. It could make all the difference in attracting customers to purchase in your store.

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3. Make your organic media is shoppable

Facebook and Instagram Shops allow you to tag a product every time you post a picture, reel, story, or video. This is especially relevant because it drives users from an organic publication to your shop where they can check all the information about the item they’re interested in. 

Plus, tagging can give you clean insights to how they’re interacting with products and creatives. 

Hat tip: Did you know that you can tag your products in the description of your feed posts? No more using ‘link in bio’ in your copy for your organic posts. Use the @ symbol and choose ‘products’, once you have found your product select it and BAM, your product is now linkable in your Instagram post’s description!

4. Set your products up for success

Each product description should contain anything and everything a user needs in order to buy. This includes: 

  • Engaging and informative product descriptions

Standing out from the crowd of sellers can be especially hard during the holidays. However, a great way to do that is to make sure your product descriptions are clear, concise, and compelling. 

No matter if you’re selling clothes, accessories, or home decor, a good product description will tell potential customers everything they need to know about a product, including its features, benefits, etc. Plus,  it should also be engaging, so that shoppers are tempted to click “add to cart”, so don’t forget about the call to action and use strong and convincing language to urge the buyers to take your deal. 

Be sure to exclude urls in your product description because it’s not allowed. Keep your product descriptions centered on benefits and remember, users often have 1-3 seconds to evaluate the efficacy and interest in a product from a product description.

Images that are well-lit and clearly show the product details can be the difference between a customer clicking “add to cart” or moving on to the next item on their list.

For Instagram and Facebook Shops, images need to be at least 500×500 pixels. Additionally, it’s important that you include more than just one image and focus on features. 

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Extra tip: according to Meta experts, if your product is in the lifestyle category, detailed product images can help you increase your possibilities of making a sale by 6-8%. 

Extra extra tip: Include an image of a customer’s selfie with the product. Showcasing real customers using or holding your product makes a big difference with your conversions.

  • Include price, availability, and sizes

No one will buy anything from your shop if you don’t have this information! So check your products and make sure that all of them include the deal price, pieces in stock, and sizes (this one applies only for items that are in categories like: Clothing Accessories, Newborn & Baby Fashion Accessories, and Costume Accessories)

Regarding sizes, you can (and should) add a size chart to help users feel confident in the purchase decisions and potentially reduce return rates. 

Bear in mind: July 2022, Meta changed the basic information each item showcased in their shops needs to have in order to be displayed, so click here to discover everything your products need to have!

5. Update your catalog

An outdated catalog will make it difficult for them to find what they’re looking for, and they may decide to do their shopping elsewhere. 

So, it’s important that you check and update your catalog to display all the products that are on sale to help your customers make important purchase decisions and drive sales. 

Taking this into account, your catalog should: 

  • Have all the products displayed with their variants
  • Include product details: complete all data fields (materials, ingredients, multiple images, videos, and size charts where applicable)
  • Be maintained: update collections with new items and inventory quantity. Regarding this, you can use Meta Pixel to automatically update your catalog and reduce operational load. 

6. Enable checkout on Facebook and Instagram Shops

Redirecting users to your own website or another platform in order to complete a sale is inconvenient and can lead to lost sales. So, it’s HIGHLY recommended that you set up your shop with checkout, if you’re allowed,to help potential customers discover and buy your products on one platform. 

**For eligible stores in the US, all fees are waived through the end of 2022 for enabled checkouts.

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Onsite checkout can be set up in Commerce Manager and it’s available for US shops only; it will give insights into shopper demographic and full-funnel conversion data which, in return, can help you optimize your campaigns. 

7. Offer Parity

An Instagram or Facebook Shop is an extension of your store, but in a more consumable form that doesn’t require users to go from a place to another in order to buy something. This means that both should offer the same data: from prices and deals, to contact information and banners. 

Why? Because some people may find your social shop and make their purchase there, meanwhile others would prefer to go to your website to get more information about you, so offer parity is a must if you want to build trust with potential customers. After all, no one wants to find mismatched prices!

8. Enable product reviews 

By reading reviews, users can get an idea of what other shoppers thought of a particular item before they make a purchase and it can help them make informed decisions. That’s why they’re a key player when it comes to driving sales during Black Friday. 

Regarding this, US shops with onsite checkouts have access to ratings and reviews and can manage them in Commerce Manager, which will allow you to check customer feedback and answer them. 

Remember this: you need to have a shop with onsite checkout to enable product reviews and ratings. 

Moreover, it’s possible to import reviews from 3rd parties! For now, Yotpo and Bazarro are active, meanwhile, Okendo and Stamped.io will be available with the reviews section in the next quarter. 

9. Don’t forget about user-generated content

User-generated content has the added benefit of being more authentic and relatable than traditional marketing materials. It’s this human element that can be critical in helping persuade undecided shoppers to make a purchase. In fact, UGC drives a 9% increase in CTA clicks for buy now or view on the website

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During Black Friday, this type of content can be a valuable tool for helping brands connect with consumers and build trust, so it’s important to include it in your strategy. 

For this, you can use images and videos of different customers using, wearing, and loving your products or provide buyers with information like “how to use” or tips that can help them make the most out of an item. 

If you go to the UGC section of your commerce account, you can find UGC that’s ready for potential use in your stories and in your Meta Shops. You can find any images that tagged your handle or used one of your branded hashtags. When you find images that you’d like to use, you can send a request to that user’s profile for permission of usage of that media in your store.

It’s really that easy!

10. Leverage Shopping Ads and Catalog Ads

Instagram shopping ads allow businesses to showcase their products directly in the Instagram feed. 

By tagging product photos with relevant information, businesses can create ads that include pricing, product descriptions, and a link to purchase the product. These ads are designed to be highly visual and engaging, and they provide a convenient way for users to learn about and purchase products without ever leaving Instagram. 

On the other hand, Advantage+ Catalog Ads are a must-try for those businesses that have a large catalog of products and don’t want to be bothered by having to create a different ad per product. Instead, this type of ad helps you to create one campaign for all your products and show it to people that are interested in even one item from your catalog by creating an individual ad. 

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By integrating Catalog and Shop Ads into your paid media plan for Black Friday, you can attract possible customers and take them through your sales funnel all in one platform. 

If you’re not familiar with these types of ads, you should start experimenting and scaling them as you see fit from now on! Also, don’t forget to set up your CPA!

*** Black Friday ad ramp up should begin by September 20th. October 15th is the BIG day when everyone enters the Meta Ads marketplace and auction pressure increase***

11. Prepare your customer support service

Answering questions from possible customers in less than 24 hours increases their possibility to make a purchase by 50%, that’s why it’s important to invest in effective customer service to help users get a clear understanding of your business and build trust. 

With Facebook and Instagram Shops, you can get an email every time someone asks specific questions and reply by using the feedback tag on Commerce Manager. These replies become publicly available helping future customers see that social proof to make better buying decisions.

However, this feature is only available if you have enabled checkout and are an admin to the commerce account.

When should you start?

The peak of users eager to get Black Friday deals starts from October 15th to the big date *yes, more than a month before Black Friday*, so it’s crucial that you start optimizing your Instagram and Facebook Shops ASAP. 

And, if you feel like this long list may overwhelm you and already give you a headache, at Mongoose Media we have a team of experts that will take this task from you and make the most out of your shop to go from plan to bestselling during the holidays!

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