As digital marketers we have to be extremely observational. We observe how people react to messaging and how they utilize technology in their everyday lives.
Each day, we have to ask ourselves how can we bring them a message that:
- they will see
- will resonate
- will cause them to do something.
The answers to these questions change constantly in this fast-moving digital age. Observation via data, software, education from fellow marketers and our own personal experience is immensely important to how well we can improve and keep up with digital marketing.
There are different goals in the world of marketing. Sometimes we as marketers are trying to keep a brand relevant to an audience. Other times, we want to create brand awareness, and then there are the times that we are calling upon a specific action. Pay per click advertising (PPC) can work with all three, but I like using it best when it helps drive action.
There was a time when we used Facebook as a form of “infotainment” for our coveted “fans” of our brand’s page. We tried to find the right balance of entertaining, informative and promotional posts. Today, that formula has changed and likely will change soon after this post is published. Part of that change is because the platform itself has become too crowded and Facebook is trying to remain relevant to its users, all while simultaneously trying to balance the demands of their customers (advertisers). As they continue to work on this balancing act, it means things will continue to change for us marketers. As of right now, a brand needs to pay to promote an ad, post, video etc., regardless of how large the following is on its page.
The key to boosting a Facebook post, or creating a Facebook ad, is choosing the right audience. What that means for most people is you’ll want to choose the most relevant audience you can think of that will respond to your ad. What market are you in? What market are you trying to build up? Use some of your basic business decisions to help define your audience.
What does your customer do for a living? Are they a parent? What other brands do they like? The more specific you can be, the more relevant you’ll be to your chosen audience, and the better your Facebook ad will perform. For example, if you’re going after cyclists, don’t just choose “Health and Fitness” in the “interest” category. Choose, “Velo News Magazine” “Tour de France,” “USA Cycling,” “Joe Martin Stage Race,” “Amgen Tour of California,” “Specialized Bikes,” etc. Do you see how that paints a much clearer picture of who you’re targeting? Sure, you’ll get more impressions if you open up your ad to everyone in the United States and “Health and Fitness,” but are they quality leads (meaning someone who is likely to turn into a customer)? Probably not.
How Can I Tell if Have Chosen the Right Facebook Audience?
Pay attention to your cost per click (CPC) in Ads Manager. If you don’t want to pay attention to Ads Manager, you can simply look at your insights and determine your click through rate (CTR). You can get this number by dividing the number of engagement (video views, clicks, link clicks) by the number of reach. If the CPC is high (more than $1 or $2) or CTR is low, then your audience or your message needs to be edited. This basically means your ad is not falling upon an audience who cares about what you’re trying to communicate.
Implementing Google AdWords
Just like Facebook, Google AdWords is constantly evolving and changing. There are some interesting things on the horizon for Google AdWords when it comes to mobile, and specifically Google map advertising, but for now, let’s focus on the basics.
A lot of people tend to just jump into AdWords, but if you don’t know what you’re doing, I can 100 percent guarantee you’re wasting your money. First, there is an actual structure to how these things work. I’ll briefly outline the structure, but first allow me to clarify that for the purpose of this post, I’m speaking specifically about Google Text Ads. Google AdWords offers Display and Remarketing ads (the ads that follow you around everywhere).
If you know nothing about Google Text Ads, let’s go over the formula.
Image source: http://www.wordstream.com/blog/ws/2016/08/10/time-management-tips
The Structure of a Text Ad
Google’s Extended Text Ad Formula is made up of hierarchies. At the top of the tier, you have a campaign. The campaign is what you’re promoting. For example, a women’s clothing company is hosting a special promo that spans over one week. They want people in a certain geolocation (market) to shop at their store during that specific sale so they can sell clothing. That’s the goal of creating the ads.
The campaign name is “Special Sale”
Within the campaign lives a second tier called ad groups. These ad groups consist of keywords. Each ad group has actual text ads associated within them.
In general, you should have no more than five to seven ad groups per campaign and no more than 30 keywords.
Now, going back to our “Special Sale” example. We may want to use certain types of apparel for our ad groups. For example, we may say…
- Ad group #1 is called Fall Boots
- Ad group #2 is called Sweater Dresses
- Ad group #2 is Brand Name Skirts
Now, we need to place keywords relevant to the ad groups (boots, sweater dresses and skirts) within the ad groups. The real magic with Adwords happens with keywords because the keywords you choose are ultimately what tells Google to trigger your ad.
The keywords, however, are the trickiest part of this whole formula. You want to choose keywords that are long tail enough that you’re not paying a fortune for CPC or competing with giant retailers such as H&M or American Eagle Outfitters, that have huge marketing budgets.
A quick Google search will review a number of keyword research tools. I like SEMrush and WordStream, but I do use Google’s Keyword Planner tool (which is free) and forecasting tool as well.
Once you have filled your ad group with keywords, you should create at least three ads per ad group.
Extended Text Ads:
The ads should, again, be relevant to your ad group. For example, the ad group containing keywords about sweater dresses should have an ad advertising sweater dresses. Here is an example of an ad I might create for the Sweater Dresses ad group.
Adjusting the budget for ad groups, max CPC for individual keywords, negative keywords, competition landscape and match type are all things that ultimately will impact how effective your ad will perform. However, the metrics you should care about for performance purposes are: CTR, impression share and CPC.
How Resolute Can Help
We use these ads to help support various marketing initiatives for our clients. At Resolute, one of the methods of digital marketing we offer is inbound marketing, which focuses on content, but even a good inbound marketing strategy could benefit from some PPC marketing.
If you’re interested in trying out this method of marketing but don’t want to manage it yourself, let us know, and we can set up a time to discuss whether or not it’s a good fit for your brand.