May 30, 2019 - TDHSEO.COM

May 30, 2019
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Recommendation to create a Facebook ads funnel

Tags : Facebok Ads Tips Facebook Ads Strategy

Organizing your prospects into different stages like this allows you to craft messaging that can honestly speak to their needs, allowing them to transition seamlessly between each stage of the funnel. Through this process, you’re able to develop relationships with potential buyers, gain their trust, and bring them steps closer to your ultimate offering.

How did we use Facebook and email marketing to bring the marketing funnel to life for one of our clients? Here’s the process:

Step 1: Target high-funnel prospects with Facebook video marketing

It’s important to introduce people to your product or service before you ask them to buy from you. This introduction occurs in the Facebook ad brand awareness stage. Our strategy starts with using Facebook’s video views campaign objective to show video ads to top-funnel prospects.

Why video marketing is important

Video marketing is becoming more prominent than ever before. As the average human attention span gets even shorter, companies need to find newer and more creative ways to deliver their message quickly and effectively. Video helps them to do just that. A 30-to-60-second video can share more about your brand’s unique story than a simple image or text ad can, especially when there’s a character limit. For brands with complex products, video also helps make information easier to digest.

Another benefit of video marketing is its ability to evoke emotions from viewers through auditory and visual elements. Video encourages social shares, which can help spread your message even further. We’ve seen a lot of engagement with our video ads, which is valuable even when viewers decide not to click through. When a company provides prospects with useful and interesting information, it helps them build trust and create long-term relationships.

Understanding the video views campaign objective

The “Optimization for Ad Delivery” setting in Facebook allows you to choose the event you want to optimize for in your ad set. Facebook’s goal is to then get you as much of that result as possible (and efficiently). Unlike other campaign objectives, this one specifically optimizes for video views.

Defining your audience

One of the benefits of using this “Optimization for Ad Delivery” setting is that you’re able to reach a wide audience at a significantly lower cost per 1,000 people reached when compared to other campaign types. At this point in the marketing funnel, reaching as many people as possible is our only objective. Why? Because it helps us grow our remarketing audiences, which are key to the next step in our strategy.

Therefore, the audience for your video views campaign should be broader than what you would normally target in a campaign optimized for conversions. When we first started using this campaign objective, we defined our audience by interests and locations. We soon realized that this limited us and that we were missing out on potential prospects who did not fall into our targeted interest categories. As a result, we began targeting people solely by location and then used the data Facebook collected on how long people watched our video to help us gauge interest and relevancy.

The offers in the next two stages of this strategy help narrow this audience down even further. When this audience becomes more targeted, it will grow smaller, which is why having more data to start with is so important. For businesses with very niche audiences, expanding visibility and reach in this first stage is essential; it’s harder for Facebook to optimize and deliver the most efficient results when it’s working with a small audience.

Creating video content

If you’ve already created videos for your website or social media platforms, this strategy is perfect for you. Guess what? You can use that existing content to engage a new audience of prospects.

But what if you don’t already have videos? In that case, we highly recommend you start creating some as soon as possible. Video marketing, including B2B video marketing, is growing every year. If you’re in the B2B industry and need to explain how your product/service works to new prospects, it may be hard through a text ad, especially when there’s a character limit. It’s much more effective to show prospects a 30-second video ad, as it can help increase a user’s understanding of your message.

While other objectives don’t optimize for video views, they are available to support video. Videos are a great way to add value to messaging in every stage for the Facebook ads funnel, including in the campaign type described next.

Step 2: Retarget mid-funnel prospects with lead ads

The next step is to use retargeting to reach the high-funnel prospects who’ve already seen your video view ads. You should present this audience with a mid-funnel asset, such as a demo or whitepaper, in return for their email address or other personal information. Not only will this asset help educate them about your product/service, but it will also allow you to use the information you’ve gathered offline to continue the nurturing process. We recommend using Facebook lead ads for these mid-funnel assets.

How to generate leads on Facebook

Facebook lead ads simplify the conversion process by eliminating the need for a landing page. When a user clicks the call to action button on the ad, a form loads on the screen instead of sending users to a landing page on a website. This feature is valuable for many reasons:

In our client’s case, we used lead ads to invite the people who watched our video ads to join our email newsletter and offered a discount on our services in return. Although we chose to target our video view audience, your audience doesn’t necessarily have to come from the top of the facebook ads funnel; you can also use remarketing audiences from another source, such as your website.

Facebook lead ad retargeting best practices

When creating lead ads on Facebook, consider these tips:

It’s important to note that blog posts are another mid-funnel usable asset in this stage. Instead of sending prospects to a lead form, you would send them to a landing page. While you wouldn’t be collecting any personal information with this asset, you can retarget those visitors later with a lower funnel asset that does utilize a lead form. Multiple touchpoints and resources are an important part of the nurturing process.

The time it takes to nurture prospects will vary by industry and the complexity of your product or service. Prospects who have to make a big investment might need more time and information before they can reach the final stage of the funnel.

Speaking of which…

Step 3: Target low-funnel prospects with an offer

By the time you’ve gotten to this point in the strategy, you will have hopefully nurtured your high-funnel leads into low-funnel prospects. If you’ve done everything right, these people will now know more than just what you offer-they will have gained insights into your business and have a deeper trust for your brand.

Your audiences for this step should include anyone who has not yet shown high buyer intent by this stage of the marketing funnel, whether acquired on Facebook or another source. For example, we created one ad set with our email list and another with website visitors. Make sure to exclude converters from these audiences. The campaign objective you use will depend on your industry; a conversions campaign might make the most sense if people can purchase your product or service online, while B2B marketers might be better off using a lead generation through Facebook campaign to promote a consultation or demo. Either way, you’ll want to encourage users to take the lowest-level action they can complete (and that you can track) online.

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Thank you!

May 30, 2019
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The way to increase Click Through Rate

Tags : Google Adword tips

Category : Google Ads

A campaign’s click-through rate is actually a ratio of how many people clicked through a link to visit a page or other digital medium compared to the total number of people who saw the campaign.

The more click-throughs you have, theoretically, the more targeted your campaigns are and the more they seem to speak to your prospects’ needs.

Of course, just because someone clicks through a link to land on a page doesn’t mean they’ll browse, linger, and buy. A prospect could easily click through and bounce. That’s why you should never use this KPI by itself to measure the effectiveness of your campaigns.

Your CTR does matter, however, and the greater the number, the more successful your ads are deemed to be, or emails, or whatever else you’re using to measure the CTR.

Click-Through Rate Formula

Before we begin breaking down the average click-through rate, so that you can determine how your campaigns are performing against the national averages, it’s important to learn how to calculate CTR all on your own.

For this, we will use a simple formula.

Click Through Rate = Number of Click-Throughs / Number of Impressions x 100 (to get the percentage)

When working with email, we won’t use impressions, but the number of tracked messages delivered. The rest of the CTR calculation will remain the same.

For example, if your ad campaigns list 1000 impressions and 23 click-throughs, your formula will look like this:

CTR = 23 / 1000 x 100 = 2.3%

Is that a good or a bad CTR? Let’s find out.

What is a Good Click-Through Rate?

Now that you know how to analyze click-through rate, you might wonder how your campaigns measure up.

For paid digital ads, Wordstream reported that the average Adwords click-through rate is 1.91% on search and 0.35% on display.

Facebook Ad click-through rates range from 0.5% to 1.6%.

When it comes to email CTRs, Mailchimp reported that email click-through ratesvary widely by industry. For example, restaurants show a CTR of 1.25% while the hobbies sector ranges around 5.13%.

Real Life Examples of Measuring Click-Through Rates in Marketing

Digital marketers everywhere are attempting to improve their campaign click-through rates. Let’s look at a few examples of how they’re doing so.

Email Click-Through Rate

Out of all the challenges email marketers face, suffering from low click-throughsseems to top the charts.

Most Challenging Obstacles to Email Marketing Success

SuperOffice

Effect on Day of the Week Click Through Rates

By changing the days, the brand managed to increase CTRs by more than 100% on Saturdays and Sundays.

SuperOffice further boosted their click-through rates by segmenting their audience, which made their emails more highly targeted for more clickable success.

38% click through rate in email marketing campaign

Keap

Look how Keap managed to increase CTRs just by altering the send times of each email.

Calculating Email Click-Through Rates

As we covered earlier, measuring CTRs for emails is the same as it is for advertisements, you’ll merely switch “Impressions” with “Number of Emails Delivered.”

For instance, if you send an email to 250 subscribers and 20 clicks on a link contained within the email, your CTR would be:

CTR = 20 / 1000 x 100 = 2%.

The more people who click on the email’s links, the more successful the email is said to be.

In fact, CTR is seen by email marketers as one of the most critical KPIs for measuring email marketing success, second only to open rates and delivery rates.

Benefits of Increasing Your Email Click-Through Rate

When an individual opens an email, they do so because of two primary factors. 1) They recognized the recipient 2) The email’s subject line reeled them in; and most probably both.

Once inside the email, the information had better be targeted and relevant, or else most won’t read to the very bottom. And the bottom of the email is typically where the link resides.

At any rate, a great email not only attracts readers, but it also entices the click.

More click-throughs simply means that your email marketing efforts are paying off.

Of course and once again, email CTRs are only part of the story. Your readers could click through your emails only to bounce from your landing page. That’s why your entire marketing message has to be consistent and cohesive.

But excellent CTRs for your emails is definitely an excellent start to an effective digital marketing campaign.

How to Boost Organic Click-Through Rates

A search engine optimization campaign has the ultimate goal of jumping to the top of the search engine results pages (SERPs). Getting to the top of Google’s first page for your primary keywords is quite a feat, but only if your click-through rates rise along with your rankings.

What good is an organic listing if few leads click on it? Instead, you’ll want to work on improving your organic click-through rates to keep the leads flowing in from Google and other search sources.

Advanced Web Ranking has created a chart that shows the average Google click-through rates according to the use of both mobile and desktop devices.

Notice how the click-through rates are highest for the first position of the Google SERPs.

The click-through rates are 29.79 for desktop and 22.32 for mobile, respectively, as seen below.

A mere one spot drop leads to a drastic reduction in CTRs. For desktop, the second spot leads to a CTR of 14.96 for desktops and 13.95 for mobile.

So, you can see that attaining the top spot in Google is key if you hope for maximum traffic and engagement.

Even if you don’t achieve top positioning, you can improve your CTRs in the following ways.

Microsoft found that organic listings performed better with regards to click-through rates when the URLs were descriptive.

This way, people actually get to see where they’re about to end up, making your link much more enticing to click.

how to improve organic ctr descriptive urls

You can also increase your click-through rates by writing descriptive meta descriptions and making sure they’re unique for each page.

You are also encouraged to use Schema markup, which outlines your organic listings for clearer selections and a more prominent attractive Google profile.

Benefits of Increasing Your Organic Click-Through Rate

The largest benefit of a higher organic CTR is that you could potentially earn more prominent Google rankings.

Wordstream found through research that increasing click-through rates led to higher organic rankings. If you want to move one spot, for instance, you need to increase your organic click-through rates by 3%.

It makes sense, as Google wants to deliver to its users the most valuable pages possible and a high CTR indicates that you’re offering exactly that.

Turns out, increasing your CTRs also improves your conversion rates.

This also makes sense, as the more traffic you earn, the higher your chances of converting those folks into paying customers.

PPC Click-Through Rate

When you manage to create relevant and quality ads that speak to your prospects’ needs, you’re more likely to get a click-through.

You can increase your PPC CTR like ducttapemarketing by using trademark and registered symbols in your ads. Doing so conveys credibility and trust, which users prefer if they’re going to click your ad.

How to Increase PPC CTR with These Quick Tips

Other tips include using sitelinks. Like Schema markup for organic listings, sitelinks give prospects more choices by outlining your site so they can make the exact selections they need.

And a strong call-to-action. If you want them to click-through your ad, you might as well tell them what they’ll get once they do so. In this case, book your ticket is a great way for Clear Trip to get its ad audience to act.

Benefits of Increasing Your PPC Click-Through Rate

If you can manage to maintain a good click-through rate, your Quality Score will rise. This tells Google that you care about quality and want to deliver the best ad experience possible to your users. This puts you head and shoulder above anyone just starting out on the Adwords platform, and with seniority comes many benefits.

One benefit is that you’ll be able to save on your cost-per-click rates. This is Google’s way of rewarding you for keeping up the good work. With these savings, you can compete for all your high-value keywords while spending less of your ad budget.

Google will also reward you with greater impression share. This is how often your ads show up for your audience. For example, on the Google Search Network, a mere one-point increase or decrease could massively impact the impression share of all the ads you have in place.

The thing is, you likely don’t have to improve your click-through rates that much. The national average for Adwords CTR is only 3.40% at its highest for the dating and personals category and .84% at its pinnacle for technology.