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6 Perfectly Preventable Ways Facebook Ads Tend To Go Wrong

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6 Perfectly Preventable Ways Facebook Ads Tend To Go Wrong

Recent data shows that Facebook attracted 2.93 billion active monthly users. in Q1 2022, making it the social media platform used most around the world.

However, even though Facebook is the most popular social media platform, it doesn’t mean your ads will reach millions of people.

Nor should that be your goal, since that would expand past your budget and you’d end up targeting audiences who wouldn’t resonate with your brand.

How can you carve out an influential audience and customer base on Facebook?

Let’s take a look at some common mistakes that hurt ROI and how to avoid them, as well as some Facebook ad campaign strategy tips.

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1. Deciding Facebook Is Not Suited To My Company

Some companies may choose to write off Facebook altogether since they may think it might not be best for their brand and complicated to incorporate or manage. But this would be a mistake.

Another reason brands may disregard Facebook Ads is because they believe it’s too expensive, but with a realistic budget and smart strategy, that’s far from the truth.

If your brand is considering Facebook ads, then it’s valuable to start by breaking down what your budget for Facebook Ads would be, including taking time to understand the different campaign potentials.

There are three crucial aspects of a Facebook campaign to consider when planning, such as the daily budget option, lifetime budget, and overall campaign budget optimization.

As we stated earlier, companies may think that Facebook ads aren’t for them because they might not be compatible with company branding for both B2B and B2C companies.

But both company types are sure to reach their target audience if they take the time to cultivate a strategy and get a bit creative.

For B2B brands, companies may believe their ads won’t attract professionals because the ad would appear on social media.

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If this is a concern, then you might want to try lookalike audiences which are audiences that may be interested in your brand outside of the initial target audience.

A lookalike audience has the potential to broaden the scope of your audience and reach more businesses or individuals you didn’t initially consider.

This is a strategy to extend your reach through Facebook algorithms which have the ability to monitor multiple touchpoints as people and companies interact with Facebook.

The Facebook Lookalike Audience is the main feature that can help you connect with more people with similar qualities as your intended target audience.

This capability looks at what pages people like and interact with as well as their interests.

You can get more engagement with your content by adjusting it to answer questions they may have to engage with the audience on a topic, then creating additional supporting content to generate more engagement and traffic.

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Then, based on this engagement, you can create a lookalike audience on social media.

For B2C companies that think they are more traditional or have non-digital products, it’s still a great way to build an audience and engage with individuals who may want to purchase your product.

It also builds brand authority to have a presence they recognize when searching for your product on social media.

You can create excitement, trust, and general interest that can turn into leads and long-term customers.

Whether you want sales or traffic, Facebook ads can be an effective tool, and Facebook makes the process more accessible through its algorithms and simple ad platform.

Now, let’s dive into strategy and objectives a bit more.

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2. Having The Wrong Campaign Objective

The beginning of every strategy is setting your objective, and then you can decide the milestones and resources required to achieve it.

Facebook divides these objectives into three categories: awareness, consideration, and conversions.

If your goal is brand awareness, then you want to get people interested in your product or service through your ads and get them excited about your brand.

What makes your brand unique? What problem or problems does it solve? How can you best reach people, so they connect your product or service to your brand each time they see it?

Consideration is where you want to entice people to learn more about your brand and seek more information.

Get them intrigued to visit your website to learn more and potentially generate leads. Get people to like, comment, or message your brand to learn more.

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Conversion, of course, is getting more sales. That strong and creative copy that prompts your call to action so they make a purchase.

Your objectives can change over time, but it’s crucial to select one objective for each campaign to evaluate its effectiveness since each strategy will have different goals and milestones.

Within the three groups, there are thirteen campaign objectives:

  1. Store Traffic
  2. Reach
  3. Brand Awareness
  4. Traffic
  5. Engagement
  6. Lead Generation
  7. Video Views
  8. Messenger
  9. Catalog Sales
  10. Conversions
  11. Event Response
  12. Page Likes
  13. App Installation

It’ll be essential to evaluate and consider each one to make sure you’re making the most out of your Facebook ad strategy.

It can seem overwhelming, so testing a few different ones may be the correct route for your brand.

After some practice, you’ll be able to see which ones are giving you the results you’re looking for, especially if you test multiple objectives over time.

Another vital component of setting a brand’s objectives is aligning the company’s objectives with its needs.

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Correctly completing this aspect can help you optimize your budget, efforts for bidding options, and ad unit options.

Now we talked about milestones, and unfortunately, some companies wrongly measure their success simply through page likes or only consider a high click-through rate, but there’s more to it than that.

There are numerous platforms to analyze the analytics, which will get into a bit later.

3. Narrowing Down Into Too Wide (Or Too Specific) Targeted Audiences

Defining your target audience is key.

Even though you picked your objective, you still need to specify your audience, and it can be a bit tricky to make sure it’s not too large or too small.

You want to make sure your content targets audiences interested in your ad, and one of the best ways to do this is to create a customer profile of someone you would like to attract to your brand. This profile should be all-encompassing.

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While it’s good to start with age, gender, income, marital status, and education level, you want to go further into what their hobbies, values, and interests are as well.

To really connect with people, you’ll have to consider more detailed factors to create your content for your ads.

Even though you establish a customer profile, you don’t want to go too narrow and target solely based on an office type, job title, or daily budget.

On the other hand, if you go too broad, you can target people who wouldn’t be interested in your brand and spend more money retargeting.

To solve this conundrum, here are some tips for the best way to build your audience for Facebook ads.

Let’s talk about content.

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Focus on the different order for each ad, and try to tell a story through each iteration.

How will the customer journey evolve for each ad you present? And what is your intention for each ad along the way?

Then, once you’ve selected your audience and started your campaign, you can use the audience insights to better target people and redefine your reach. And, you want to observe how the audience is interacting with your page and content.

Additionally, you can layer different audience components such as their interests to reach more audiences in each ad.

It’s important to keep in mind some changes Meta is making to Facebook Ad Targeting for 2022.

These changes revolve around how brands connect with audiences based on health causes, sexual orientation, religious practices and groups, and political beliefs.

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People were concerned with data privacy, especially when it comes to ad targeting, and Meta has made changes to resolve this issue.

However, Meta may also make further changes down the line, so it’s essential to keep these shifts on your radar.

4. Using The Wrong Ad Type

There are numerous ad types you can use on Facebook. These include pictures, infographics, videos, carousels which are multiple images or a video, and product displays such as a collection.

Once you figure out your objective, audience, and the way in which you would like your customer journey to unfold, it’ll be easier to select the ad type that will work best for your campaign.

Then, over time as you measure and track engagement for different pieces of content, you’ll be able to see which types resonate best with your audience.

Make sure to check the requirements for each format type since there are different view options based on a mobile device, computer, and small pop-up ads.

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Also, it’s important to consider how your audience will view your content on each device to make sure it’s effective.

Myth: Assuming You Need To Have A Big Budget For Image/Video

You can create impactful, high-quality ads with simple tools such as Canva, which has preset templates where you can add your brand color and logo, and photos to your ads.

These types of platforms simplify ad creation and are generally cost-effective.

Additionally, you can use the carousel format to give your audience multiple stock photo images to browse through or create a compelling video.

5. Not Measuring Conversions

If you’re not monitoring your campaign or end up abandoning the ad, it’ll be hard to measure its true return on investment to better inform future campaigns.

It’s the only way to really see if your ads are working or find ways to pivot and re-strategize. Don’t let an initial campaign discourage you.

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One effective tool to monitor analytics is to use Google Analytics to track various aspects such as consumer location, content, conversions, mobile engagement, and more.

You can check out the guide to Google Analytics here for a step-by-step tutorial.

Facebook will also give you insightful analytics to see the engagement you’re receiving for each ad and how it performs compared to others throughout the weeks.

Additionally, through Facebook Business Suite, you can manage campaigns in one location for both your Facebook and Instagram posts, as well as customize or adjust your campaign.

Check out some additional simple tips for driving more conversions once you have set your benchmark, such as remarketing engagement and other capabilities and experimenting by reviewing your data and retargeting ads.

So, maybe you’ve tried some tactics, and your Facebook Ads aren’t converting. Here are some reasons why your ads may not be converting and some tips to improve.

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One reason is that your brand might not have enough audience data yet.

If this is your first campaign or you’re a newer brand, you might need to gather more analytics and comprehensive audience data to target your ads better.

You can accomplish this through Google Analytics, Microsoft Ads PPC, Facebook analytics, surveys, and questionnaires.

You may also need to take another look at your targeting parameters.

As stated earlier, going too wide or too narrow can diminish the effectiveness of your campaign.

You can improve this by redefining the three boundaries: demographics, psychographics, and behaviors.

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Additionally, if customers aren’t buying your product or service, it can be impactful to focus on Facebook lead ads.

6. Not A/B Testing

When creating a Facebook ad campaign, it’s crucial not to assume you know what will automatically appeal to your intended audience.

Try completing some A/B Testing, and you might be surprised.

For example, you can make minor changes such as switching the call to action, messaging, or image selection to see which best engages with your audience.

Make sure to use the Facebook Ad Library for comparisons with other brands as well as to see trends and longevity.

Look at competitors’ ads to see what’s working for them within their ad messaging or format to connect with your similar audience.

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Timing is also key to ensuring you’re reaching your audience at the right time.

Keep in mind the upcoming holidays that you might want to incorporate into your campaign.

Funnel mapping is also great to see where your audience is going when they go to your call to action.

When you look at the ad journey from the customer’s perspective, you can pinpoint areas for improvement.

Conclusion

When brands take the time to strategize and consider their objective, needs, audience, content type, and ad journey, Facebook ads become a more manageable option.

They are a cost-effective way to engage and grow a brand’s audience and have the potential for a great return on investment.

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When you’re just getting into social media marketing, learning from your mistakes is an excellent opportunity for growth. It offers the chance to pinpoint areas for improvement.

Then you can course-correct to better connect with and expand your audience and customer base.

Facebook ads can become an influential tool in a brand’s market strategy.

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Featured Image: Kaspars Grinvalds/Shutterstock



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Reddit Post Ranks On Google In 5 Minutes

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Google apparently ranks Reddit posts within minutes

Google’s Danny Sullivan disputed the assertions made in a Reddit discussion that Google is showing a preference for Reddit in the search results. But a Redditor’s example proves that it’s possible for a Reddit post to rank in the top ten of the search results within minutes and to actually improve rankings to position #2 a week later.

Discussion About Google Showing Preference To Reddit

A Redditor (gronetwork) complained that Google is sending so many visitors to Reddit that the server is struggling with the load and shared an example that proved that it can only take minutes for a Reddit post to rank in the top ten.

That post was part of a 79 post Reddit thread where many in the r/SEO subreddit were complaining about Google allegedly giving too much preference to Reddit over legit sites.

The person who did the test (gronetwork) wrote:

“…The website is already cracking (server down, double posts, comments not showing) because there are too many visitors.

…It only takes few minutes (you can test it) for a post on Reddit to appear in the top ten results of Google with keywords related to the post’s title… (while I have to wait months for an article on my site to be referenced). Do the math, the whole world is going to spam here. The loop is completed.”

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Reddit Post Ranked Within Minutes

Another Redditor asked if they had tested if it takes “a few minutes” to rank in the top ten and gronetwork answered that they had tested it with a post titled, Google SGE Review.

gronetwork posted:

“Yes, I have created for example a post named “Google SGE Review” previously. After less than 5 minutes it was ranked 8th for Google SGE Review (no quotes). Just after Washingtonpost.com, 6 authoritative SEO websites and Google.com’s overview page for SGE (Search Generative Experience). It is ranked third for SGE Review.”

It’s true, not only does that specific post (Google SGE Review) rank in the top 10, the post started out in position 8 and it actually improved ranking, currently listed beneath the number one result for the search query “SGE Review”.

Screenshot Of Reddit Post That Ranked Within Minutes

Anecdotes Versus Anecdotes

Okay, the above is just one anecdote. But it’s a heck of an anecdote because it proves that it’s possible for a Reddit post to rank within minutes and get stuck in the top of the search results over other possibly more authoritative websites.

hankschrader79 shared that Reddit posts outrank Toyota Tacoma forums for a phrase related to mods for that truck.

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Google’s Danny Sullivan responded to that post and the entire discussion to dispute that Reddit is not always prioritized over other forums.

Danny wrote:

“Reddit is not always prioritized over other forums. [super vhs to mac adapter] I did this week, it goes Apple Support Community, MacRumors Forum and further down, there’s Reddit. I also did [kumo cloud not working setup 5ghz] recently (it’s a nightmare) and it was the Netgear community, the SmartThings Community, GreenBuildingAdvisor before Reddit. Related to that was [disable 5g airport] which has Apple Support Community above Reddit. [how to open an 8 track tape] — really, it was the YouTube videos that helped me most, but it’s the Tapeheads community that comes before Reddit.

In your example for [toyota tacoma], I don’t even get Reddit in the top results. I get Toyota, Car & Driver, Wikipedia, Toyota again, three YouTube videos from different creators (not Toyota), Edmunds, a Top Stories unit. No Reddit, which doesn’t really support the notion of always wanting to drive traffic just to Reddit.

If I guess at the more specific query you might have done, maybe [overland mods for toyota tacoma], I get a YouTube video first, then Reddit, then Tacoma World at third — not near the bottom. So yes, Reddit is higher for that query — but it’s not first. It’s also not always first. And sometimes, it’s not even showing at all.”

hankschrader79 conceded that they were generalizing when they wrote that Google always prioritized Reddit. But they also insisted that that didn’t diminish what they said is a fact that Google’s “prioritization” forum content has benefitted Reddit more than actual forums.

Why Is The Reddit Post Ranked So High?

It’s possible that Google “tested” that Reddit post in position 8 within minutes and that user interaction signals indicated to Google’s algorithms that users prefer to see that Reddit post. If that’s the case then it’s not a matter of Google showing preference to Reddit post but rather it’s users that are showing the preference and the algorithm is responding to those preferences.

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Nevertheless, an argument can be made that user preferences for Reddit can be a manifestation of Familiarity Bias. Familiarity Bias is when people show a preference for things that are familiar to them. If a person is familiar with a brand because of all the advertising they were exposed to then they may show a bias for the brand products over unfamiliar brands.

Users who are familiar with Reddit may choose Reddit because they don’t know the other sites in the search results or because they have a bias that Google ranks spammy and optimized websites and feel safer reading Reddit.

Google may be picking up on those user interaction signals that indicate a preference and satisfaction with the Reddit results but those results may simply be biases and not an indication that Reddit is trustworthy and authoritative.

Is Reddit Benefiting From A Self-Reinforcing Feedback Loop?

It may very well be that Google’s decision to prioritize user generated content may have started a self-reinforcing pattern that draws users in to Reddit through the search results and because the answers seem plausible those users start to prefer Reddit results. When they’re exposed to more Reddit posts their familiarity bias kicks in and they start to show a preference for Reddit. So what could be happening is that the users and Google’s algorithm are creating a self-reinforcing feedback loop.

Is it possible that Google’s decision to show more user generated content has kicked off a cycle where more users are exposed to Reddit which then feeds back into Google’s algorithm which in turn increases Reddit visibility, regardless of lack of expertise and authoritativeness?

Featured Image by Shutterstock/Kues

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WordPress Releases A Performance Plugin For “Near-Instant Load Times”

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WordPress speculative loading plugin

WordPress released an official plugin that adds support for a cutting edge technology called speculative loading that can help boost site performance and improve the user experience for site visitors.

Speculative Loading

Rendering means constructing the entire webpage so that it instantly displays (rendering). When your browser downloads the HTML, images, and other resources and puts it together into a webpage, that’s rendering. Prerendering is putting that webpage together (rendering it) in the background.

What this plugin does is to enable the browser to prerender the entire webpage that a user might navigate to next. The plugin does that by anticipating which webpage the user might navigate to based on where they are hovering.

Chrome lists a preference for only prerendering when there is an at least 80% probability of a user navigating to another webpage. The official Chrome support page for prerendering explains:

“Pages should only be prerendered when there is a high probability the page will be loaded by the user. This is why the Chrome address bar prerendering options only happen when there is such a high probability (greater than 80% of the time).

There is also a caveat in that same developer page that prerendering may not happen based on user settings, memory usage and other scenarios (more details below about how analytics handles prerendering).

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The Speculative Loading API solves a problem that previous solutions could not because in the past they were simply prefetching resources like JavaScript and CSS but not actually prerendering the entire webpage.

The official WordPress announcement explains it like this:

Introducing the Speculation Rules API
The Speculation Rules API is a new web API that solves the above problems. It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation. This API can be used, for example, to prerender any links on a page whenever the user hovers over them.”

The official WordPress page about this new functionality describes it:

“The Speculation Rules API is a new web API… It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation.

This API can be used, for example, to prerender any links on a page whenever the user hovers over them. Also, with the Speculation Rules API, “prerender” actually means to prerender the entire page, including running JavaScript. This can lead to near-instant load times once the user clicks on the link as the page would have most likely already been loaded in its entirety. However that is only one of the possible configurations.”

The new WordPress plugin adds support for the Speculation Rules API. The Mozilla developer pages, a great resource for HTML technical understanding describes it like this:

“The Speculation Rules API is designed to improve performance for future navigations. It targets document URLs rather than specific resource files, and so makes sense for multi-page applications (MPAs) rather than single-page applications (SPAs).

The Speculation Rules API provides an alternative to the widely-available <link rel=”prefetch”> feature and is designed to supersede the Chrome-only deprecated <link rel=”prerender”> feature. It provides many improvements over these technologies, along with a more expressive, configurable syntax for specifying which documents should be prefetched or prerendered.”

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See also: Are Websites Getting Faster? New Data Reveals Mixed Results

Performance Lab Plugin

The new plugin was developed by the official WordPress performance team which occasionally rolls out new plugins for users to test ahead of possible inclusion into the actual WordPress core. So it’s a good opportunity to be first to try out new performance technologies.

The new WordPress plugin is by default set to prerender “WordPress frontend URLs” which are pages, posts, and archive pages. How it works can be fine-tuned under the settings:

Settings > Reading > Speculative Loading

Browser Compatibility

The Speculative API is supported by Chrome 108 however the specific rules used by the new plugin require Chrome 121 or higher. Chrome 121 was released in early 2024.

Browsers that do not support will simply ignore the plugin and will have no effect on the user experience.

Check out the new Speculative Loading WordPress plugin developed by the official core WordPress performance team.

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How Analytics Handles Prerendering

A WordPress developer commented with a question asking how Analytics would handle prerendering and someone else answered that it’s up to the Analytics provider to detect a prerender and not count it as a page load or site visit.

Fortunately both Google Analytics and Google Publisher Tags (GPT) both are able to handle prerenders. The Chrome developers support page has a note about how analytics handles prerendering:

“Google Analytics handles prerender by delaying until activation by default as of September 2023, and Google Publisher Tag (GPT) made a similar change to delay triggering advertisements until activation as of November 2023.”

Possible Conflict With Ad Blocker Extensions

There are a couple things to be aware of about this plugin, aside from the fact that it’s an experimental feature that requires Chrome 121 or higher.

A comment by a WordPress plugin developer that this feature may not work with browsers that are using the uBlock Origin ad blocking browser extension.

Download the plugin:
Speculative Loading Plugin by the WordPress Performance Team

Read the announcement at WordPress
Speculative Loading in WordPress

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See also: WordPress, Wix & Squarespace Show Best CWV Rate Of Improvement

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10 Paid Search & PPC Planning Best Practices

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10 Paid Search & PPC Planning Best Practices

Whether you are new to paid media or reevaluating your efforts, it’s critical to review your performance and best practices for your overall PPC marketing program, accounts, and campaigns.

Revisiting your paid media plan is an opportunity to ensure your strategy aligns with your current goals.

Reviewing best practices for pay-per-click is also a great way to keep up with trends and improve performance with newly released ad technologies.

As you review, you’ll find new strategies and features to incorporate into your paid search program, too.

Here are 10 PPC best practices to help you adjust and plan for the months ahead.

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1. Goals

When planning, it is best practice to define goals for the overall marketing program, ad platforms, and at the campaign level.

Defining primary and secondary goals guides the entire PPC program. For example, your primary conversion may be to generate leads from your ads.

You’ll also want to look at secondary goals, such as brand awareness that is higher in the sales funnel and can drive interest to ultimately get the sales lead-in.

2. Budget Review & Optimization

Some advertisers get stuck in a rut and forget to review and reevaluate the distribution of their paid media budgets.

To best utilize budgets, consider the following:

  • Reconcile your planned vs. spend for each account or campaign on a regular basis. Depending on the budget size, monthly, quarterly, or semiannually will work as long as you can hit budget numbers.
  • Determine if there are any campaigns that should be eliminated at this time to free up the budget for other campaigns.
  • Is there additional traffic available to capture and grow results for successful campaigns? The ad platforms often include a tool that will provide an estimated daily budget with clicks and costs. This is just an estimate to show more click potential if you are interested.
  • If other paid media channels perform mediocrely, does it make sense to shift those budgets to another?
  • For the overall paid search and paid social budget, can your company invest more in the positive campaign results?

3. Consider New Ad Platforms

If you can shift or increase your budgets, why not test out a new ad platform? Knowing your audience and where they spend time online will help inform your decision when choosing ad platforms.

Go beyond your comfort zone in Google, Microsoft, and Meta Ads.

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Here are a few other advertising platforms to consider testing:

  • LinkedIn: Most appropriate for professional and business targeting. LinkedIn audiences can also be reached through Microsoft Ads.
  • TikTok: Younger Gen Z audience (16 to 24), video.
  • Pinterest: Products, services, and consumer goods with a female-focused target.
  • Snapchat: Younger demographic (13 to 35), video ads, app installs, filters, lenses.

Need more detailed information and even more ideas? Read more about the 5 Best Google Ads Alternatives.

4. Top Topics in Google Ads & Microsoft Ads

Recently, trends in search and social ad platforms have presented opportunities to connect with prospects more precisely, creatively, and effectively.

Don’t overlook newer targeting and campaign types you may not have tried yet.

  • Video: Incorporating video into your PPC accounts takes some planning for the goals, ad creative, targeting, and ad types. There is a lot of opportunity here as you can simply include video in responsive display ads or get in-depth in YouTube targeting.
  • Performance Max: This automated campaign type serves across all of Google’s ad inventory. Microsoft Ads recently released PMAX so you can plan for consistency in campaign types across platforms. Do you want to allocate budget to PMax campaigns? Learn more about how PMax compares to search.
  • Automation: While AI can’t replace human strategy and creativity, it can help manage your campaigns more easily. During planning, identify which elements you want to automate, such as automatically created assets and/or how to successfully guide the AI in the Performance Max campaigns.

While exploring new features, check out some hidden PPC features you probably don’t know about.

5. Revisit Keywords

The role of keywords has evolved over the past several years with match types being less precise and loosening up to consider searcher intent.

For example, [exact match] keywords previously would literally match with the exact keyword search query. Now, ads can be triggered by search queries with the same meaning or intent.

A great planning exercise is to lay out keyword groups and evaluate if they are still accurately representing your brand and product/service.

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Review search term queries triggering ads to discover trends and behavior you may not have considered. It’s possible this has impacted performance and conversions over time.

Critical to your strategy:

  • Review the current keyword rules and determine if this may impact your account in terms of close variants or shifts in traffic volume.
  • Brush up on how keywords work in each platform because the differences really matter!
  • Review search term reports more frequently for irrelevant keywords that may pop up from match type changes. Incorporate these into match type changes or negative keywords lists as appropriate.

6. Revisit Your Audiences

Review the audiences you selected in the past, especially given so many campaign types that are intent-driven.

Automated features that expand your audience could be helpful, but keep an eye out for performance metrics and behavior on-site post-click.

Remember, an audience is simply a list of users who are grouped together by interests or behavior online.

Therefore, there are unlimited ways to mix and match those audiences and target per the sales funnel.

Here are a few opportunities to explore and test:

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  • LinkedIn user targeting: Besides LinkedIn, this can be found exclusively in Microsoft Ads.
  • Detailed Demographics: Marital status, parental status, home ownership, education, household income.
  • In-market and custom intent: Searches and online behavior signaling buying cues.
  • Remarketing: Advertisers website visitors, interactions with ads, and video/ YouTube.

Note: This varies per the campaign type and seems to be updated frequently, so make this a regular check-point in your campaign management for all platforms.

7. Organize Data Sources

You will likely be running campaigns on different platforms with combinations of search, display, video, etc.

Looking back at your goals, what is the important data, and which platforms will you use to review and report? Can you get the majority of data in one analytics platform to compare and share?

Millions of companies use Google Analytics, which is a good option for centralized viewing of advertising performance, website behavior, and conversions.

8. Reevaluate How You Report

Have you been using the same performance report for years?

It’s time to reevaluate your essential PPC key metrics and replace or add that data to your reports.

There are two great resources to kick off this exercise:

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Your objectives in reevaluating the reporting are:

  • Are we still using this data? Is it still relevant?
  • Is the data we are viewing actionable?
  • What new metrics should we consider adding we haven’t thought about?
  • How often do we need to see this data?
  • Do the stakeholders receiving the report understand what they are looking at (aka data visualization)?

Adding new data should be purposeful, actionable, and helpful in making decisions for the marketing plan. It’s also helpful to decide what type of data is good to see as “deep dives” as needed.

9. Consider Using Scripts

The current ad platforms have plenty of AI recommendations and automated rules, and there is no shortage of third-party tools that can help with optimizations.

Scripts is another method for advertisers with large accounts or some scripting skills to automate report generation and repetitive tasks in their Google Ads accounts.

Navigating the world of scripts can seem overwhelming, but a good place to start is a post here on Search Engine Journal that provides use cases and resources to get started with scripts.

Luckily, you don’t need a Ph.D. in computer science — there are plenty of resources online with free or templated scripts.

10. Seek Collaboration

Another effective planning tactic is to seek out friendly resources and second opinions.

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Much of the skill and science of PPC management is unique to the individual or agency, so there is no shortage of ideas to share between you.

You can visit the Paid Search Association, a resource for paid ad managers worldwide, to make new connections and find industry events.

Preparing For Paid Media Success

Strategies should be based on clear and measurable business goals. Then, you can evaluate the current status of your campaigns based on those new targets.

Your paid media strategy should also be built with an eye for both past performance and future opportunities. Look backward and reevaluate your existing assumptions and systems while investigating new platforms, topics, audiences, and technologies.

Also, stay current with trends and keep learning. Check out ebooks, social media experts, and industry publications for resources and motivational tips.

More resources: 

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Featured Image: Vanatchanan/Shutterstock

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