Retargeting, What’s its Purpose

“We can’t solve problems by using the same kind of thinking we used when we created them.” -Einstein 

 

In an ideal world, every single person that comes in contact with your company would find the product or service they are looking for and follow a straight path to purchase. But the reality is much different. Outside of that minuscule two percent that buys the first time around, most buyer’s paths are not so linear. There are many factors that distract buyers from following a direct path to purchase – phone calls, ends of lunch breaks, putting their phone up or stepping away from their computer to complete life’s million other tasks. The reasons for distraction are literally infinite, but that doesn’t mean you can’t pull them back to complete that purchase.

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Buyer Personas – Creating Your Ideal Customer

Good buyer personas tell human stories of behaviors, situations, thinking, and interactions on the path to accomplishing goals. – Tony Zambito

One of the most surefire ways to create content plans and or promotional campaigns that truly hit home with your audience is by creating a buyer persona. Every inbound marketing resource recommends that you develop buyer personas for your target audience.

So what is a buyer persona?

While the basics of most buyer persona examples will be the same, there are small differences that can make a big impact. A buyer persona is a profile that represents your ideal customer. By creating your own buyer personas, you’ll gain the ability to tailor your marketing efforts and connect with your target audience to meet their needs and solve their problems.

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Facebook Advertising: Is it Worth it?

Content is the atomic particle of all digital marketing. – Rebecca Lieb

There are plenty of routes to take when it comes to digital marketing. Choosing the right platform or platforms for your business is exceedingly important because each one has its own benefits while also staying unique among itself. On top of choosing what platforms work best for your business, your digital campaign can be broken down into two distinct categories – your organic campaign and your bought campaign. The aim of both is to get more likes, followers, engagement, and connections. Doing so will eventually lead to actual conversations and eventually, customers.

The difference between the two is slight, but ultimately, important. Your organic efforts will entail the curation and creation of content. This can be in the form of writing blogs, tweeting, linking to breaking news in your industry, or producing videos on your company. Why do this? To drive traffic to your website and expand your reach and brand awareness.

In 2017, Facebook had on average more than two-billion active users. That’s a hell of a lot of people. It continues to be the top social site and continues to be the go-to for digital advertisers. Which is why it makes sense for companies to choose Facebook as their primary platform for their social media presence.

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Facebook No Longer Charging Advertisers for Accidental Clicks

Accidental Clicks

If there is one thing I am certain, it is that we have all accidentally clicked on a post, an account or an ad on Facebook at some point in our lives. What is the first thing we do when this happens? Immediately hit the back button without even looking at the site we accidentally clicked to. Up until now, an advertiser would have been charged even though that click was not significant for them. Facebook is cracking down on these accidental clicks with new terms.

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You Need A F*****G Vacation.

Are you getting burnt out? Be honest. You wake up; shower gets dressed, commute to work, put the time in, commute back, watch tv, sleep, and repeat four more times. Sound about right?

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The Complete Guide To Facebook Ad Targeting

Facebook Ad Targeting
When it comes to advertising on Facebook, not targeting your ads correctly can make or break your ROI. You can target Facebook users by:

  • Location
  • Age
  • Gender
  • Language
  • Connections
  • Interests
  • Behaviors
  • Demographics
  • Custom audiences

 

And inside each one of these categories, are so many options it may make your head spin! Which is why we created this handy dandy (yet super long) Facebook Ad Targeting Guide. We’ve done the legwork for you and broke down each of the detailed targeting categories – interests, behaviors, demographics, custom audiences.

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Facebook Video Ads

Where will social media not show ads? Facebook announces the testing of a new “mid-roll” ad format, for ads to play in the middle of videos. If the ad testing takes off, this could be the first chance video publishers have the opportunity to earn money from the content they run on Facebook. Facebook video ads are the new thing, what’s next?

The Joy of Canvas

Facebook Canvas lets you combine images, video, text, and call-to-action buttons in a single, fully immersive mobile ad experience. Want to learn how to create Facebook Canvas ads? Click below and watch my demo of Canvas.

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Facebook Ad Blockers

The most aggressive force in ad-blocking technology is pitted against the world’s mightiest social network. The stakes have never been higher for both parties. And there seems no end in sight, as Adblock Plus continues to attack Facebook with the bloody ferocity of a Mongol horde.

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The Step by Step Guide for Setting up Advanced Digital Marketing Channel Tests

All Campaigns are Not Created Equal

Thomas Jefferson’s infamous speech does not apply to digital marketing campaigns, unfortunately… Earlier in April, I published a blog about why channel tests were more worthwhile for SMBs on a tight marketing budget. I want to take this line of thinking a step further for SMBs that actually have more marketing dollars to work with. For those who are well versed in digital marketing, you’ll understand that there’s a difference in setting up a targeted Facebook ad campaign to increase attendance to an event compared to setting up a campaign (regardless of channel) with a custom landing page, form, goal conversion, and an automated lead nurture campaign. The former is not nearly as time consuming and doesn’t require the amount of planning as the latter. I digress. You’ll understand why I’m saying this as you continue reading…

Step 1: Select Your Channels

For the purpose of this blog, let’s assume we have a B2B company with a monthly ad budget of $1,800. In the past, the budget has been split three ways between Facebook, LinkedIn and AdWords PPC. Each channel has a different purpose: for Facebook and LinkedIn, the goal has to been build a targeted audience, increase engagement and drive traffic to the company’s website. For PPC, the goal has been to drive leads. While you’re planning next month’s strategy, you decide you want to change things up and do lead generation channel tests using the same channels.

Step 2: Allocate the Budget

Once you’ve decided on the channels and are set on a strategy, create a budget plan and decide where the money is going to be invested. Here’s an example of what that would look like:

  • AdWords PPC: $1,000
  • Facebook Ads: $500
  • LinkedIn Sponsored Ads: $300

Typically when running channel tests it’s best to allocate equal amounts of money. The PPC budget will always be highest because it’s the best strategy when converting low funnel leads. You don’t want to take away from that and risk decreasing quality scores and ad rank. Facebook is higher than LinkedIn because it’s always wise to run a monthly Like campaign. Therefore, $200 of that will be allocated to that separate campaign and equal funds will be allocated to the actual lead generation test you’ll be running.

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Step 3: The Busy Work

This step is by far the most time consuming but once it’s complete, the rest is (relatively) smooth sailing. For the past six months, you’ve been using two custom landing pages which were designed on WordPress for the PPC campaigns. The two landing pages focus on two different services the company offers. The extensive keyword and competitive research has been done as well as the original creation of the landing pages which have been generating leads on PPC to the tune of 3-5 per month. This is when the workload gets busy: because we are running the same lead generation test utilizing the same landing pages, you’ll need to create Facebook and LinkedIn versions of the landings pages so we can segment the traffic and understand where the leads are coming from. You’ll also need to create separate lead generation forms and thank you pages. Here’s how you do it:

  • Take the first (service) PPC landing page and open it in its own tab on your internet browser
  • Add a new page to your website and open it in a separate tab, as well, on a different screen (assuming you have dual monitors)
  • Literally take everything from the PPC landing page and do the exact same thing to the new page – with the exception of the URL
  • Busy work overload.

  • While you’re doing that, you’ll also need to create a new form to collect leads. Once complete, take that form ID and embed into the new page
  • The new form must also redirect to a unique thank you page. Same as the previous steps, take the PPC thank you page and duplicate the content with the exception of the URL
  • Access the company’s Google Analytics account and create a conversion goal using that unique thank you page (very important!)
  • Once the new page is set up with its own unique form and thank you page, you’re ready to publish
  • Rinse and repeat and do it all over again for the second (service) landing page and then do THAT all over again so you have a total of four separate landing pages, forms, thank you pages, and goal conversions

Just so you can understand the time investment, it took me about three hours to do something very similar to this. In my opinion, it’s well worth it because the end result is to be able to effectively gauge how well channels perform when using the exact same content. It’s a very powerful thing to be able to go back to the company at the end of the month and say, “Well, we’re seeing that LinkedIn generated 3x as many leads as Facebook. So next month, we’re going to allocate more money to that channel because we know it has a higher success rate.”

Step 4: Deciding on Creative

The PPC campaign is already set up because, as previously mentioned, its been running for six months with good success. Also, there’s not a whole lot of creative to consider beyond ad copy. Selecting the right keywords is the most crucial element of any PPC campaign and this process itself can be very cumbersome with in-depth research and analysis.

With Facebook, you’ll be running two website click ads where you get to choose custom images and ad copy. Additionally, you’ll target the ads to show up only on newsfeeds of people within your target audience.

On LinkedIn, it’s set up a little differently. The only ad option is a sponsored update and you don’t get to select a custom image. The image that populates will be associated with the landing page itself. You do get to customize the post message and target the post to display only on the newsfeeds of your target audience.

All three channels offer unique ways to target the right audience. The one consistency all three have is geo-targeting. We’ll talk more about the sophistication of ad targeting between social channels in later blogs on StrataBlue!

Step 5: Flipping the Switch

The moment of gratification has arrived. All of the planning, creating and executing has now lead you to the point at which you turn the campaigns on. I don’t believe I mentioned this earlier but the dollar amount assigned to each ad is $150. Two website click ads on Facebook with a monthly budget of $150 a piece and two sponsored updates on LinkedIn both with $150 each. This leaves nothing to question is regards to showing ROAS (return on ad spend) at the end of the month.

Step 6: Monitoring Campaigns and Analyzing and Reporting Results

It’s important to monitor the campaigns weekly to report back to the company to keep them in the loop on performance. At the end of the month once the campaigns have ended, the truth will be found in numbers. Your data sources will be Facebook Insights, LinkedIn, Google Analytics and AdWords. Inform the company which campaign performed the best based on lead generation and advise on next steps.

Want to continue the conversation? Let’s meet for coffee.

I’ve always found that the best conversations happen over a nice, hot cup of fresh brewed coffee. If channel testing is something you’d like to learn more about or do for your company, let’ talk! Either call us at 317-207-0195, email us at [email protected], or click the button below to fill our a brief form to contact us online! We look forward to hearing from you.

Let us talk over coffee. Click here to set up a time to chat.