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  • 7 Components to Clickable Facebook Ads

    Facebook is a powerful platform for small businesses and brands to connect with customers. With more than two billion users, you can reach target audiences like never before. The key is to create a compelling ad campaign that entices potential customers.

    One of the most significant measurements of an ad’s success is the conversion rate. A robust conversion rate drives customers to action, whether it is subscribing to a newsletter or purchasing a product or service. Here are seven tips to boost your conversions with highly clickable Facebook Ads.

     

     

    Use Eye-Catching Images

    The saying a picture is worth a thousand words may be a cliché, but there is evidence to back up this notion. That’s because the human brain processes visuals 60,000 times faster than it does text. Put another way, make sure your images are eye-catching.

    When deciding what images to select for the ad, you want to find something that is visually interesting and compelling. The goal is to stand out from the rest of the page while conveying your brand message and style succinctly.

    Offer an Incentive

    Incentives are a great way to grab people’s attention. Consumers are 57 percent more likely to buy from a brand they have never heard of if they have a coupon. Coupons, discounts, and other incentives alleviate the pressure of purchase in the case that it does not work out.

    To quote Don Corleone, make them an offer that they can’t refuse. Stronger offers mean more click-throughs. Also, make sure the deal is in line with your business or organization, and always follow through on promises.

    Have a Strong Call to Action

    A call to action distills your business, product, or service down to its essence. It invites viewers to engage with the ad and “act” on it. A successful call to action will generate consistent click-throughs and ultimately boost your bottom line.

    There is an infinite number of potential ways to write a call to action. Some of the most common options include phrasing such as:

    • “Read more”
    • “Learn more”
    • “Try it now”
    • “Call now”

    Regardless of what phrase you use, make the placement easily visible, and the design distinctive.

    Keep Copy Punchy

    The language, tone, and diction in ads say a lot about a company. The copy will convey to target audiences what your brand stands for and the value it creates. Make sure to stand out from the competition with engaging writing that grabs hold of people’s attention.

    One outstanding example of punchy copy is Dollar Shave Club. The text in their ads is casual, yet fun, which makes their content apply to a broad audience. The lack of formality or technical jargon makes their copy more accessible, so readers are inclined to want to read more.

     

     

    A/B Test Everything

    A/B testing is a process where two different versions of something are tested against each other to determine which performs better. Using multiple variations of an ad will help you decide what keywords, images, and incentives work and which don’t. This information is vital when it comes to informing further Facebook ad creation.

    Constant A/B testing is the best way to hone in on your target audience through ads. After an ample sample of tests, ad creators should have a vivid sense of their client’s desires, demographics, and reasons for purchasing the product or service. A/B testing can also reduce bounce rates and increase content engagement.

    Select the Right Ad Format

    Facebook offers several different formats of ads, which have various strengths and weaknesses depending on the campaign. An example of this is Adidas’ use of Facebook’s collection feature to showcase their latest hoodie. The result was a 43 percent decrease in cost-per-conversion.

    Collections and carousels are a powerful tool for businesses with multiple features or products they want to display. Facebook Offer allows for exclusive deals and discounts, including a reminder to readers to redeem the discount. There is also Facebook Canvas, which is best suited

    Hone Targeting with Audience Insights

    Understanding your audience is probably the most important component of highly clickable Facebook ads. One way to reveal your audience’s interests is through Audience Insights. This tool allows you to use demographics, gender, geography, and more information to pinpoint target consumers.

    Audience Insights also allow you to see what content worked and what underperformed. Based on the clicks and conversions within specific audiences, you can make more informed choices about which ads to keep and which to change.

    For more information, or to find out what our PPC management services can do for your traffic, feel free to contact Digital Engage.

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    digitaluser May 20, 2020 0 Comments

    5 Optimization Tips to Help Your PPC Campaigns Succeed

    Pay-per-click (PPC) marketing is a model of advertising where advertisers pay a fee each time someone clicks their ad. This method ensures you only pay for confirmed visits to your site rather than just views. The low-risk nature of PPC has made it one of the most popular forms of search engine advertising.

    Currently, Google and Facebook are two of the largest advertisers on the web. Google commands 37.2 percent of the digital advertising market, while Facebook holds 19.6 percent. You have likely seen countless examples of both advertisers in the form of Google Ads and Facebook Ads.

    A good deal of time, effort, and research go into running an effective PPC campaign. You need to consider the target audience, demographics, keywords, and more. When executed correctly, the payoff can be enormous.

    For instance, if you pay $1 for every click, and a click can net a $200 sale, you’re very likely to make a healthy profit. Furthermore, search engines, like Google, Yahoo, and Bing, will reward advertisers if their content is compelling and engaging. When users find your ads useful, Google will charge you less per click, which can boost sales even more.

    If your PPC campaign doesn’t yield the results you want, we are here to help. A single tweak might be all it takes to make your ads successful. So, without further ado, here are five optimization tips to improve your PPC campaigns.

     

    Improve the Quality of Your Ads

    As mentioned previously, Google rewards relevant and exciting ads. That rewards process is a result of their quality score, which measures the click-through rate as well as the relevance of the ad and landing page. The more relevant these three components are, the better the user’s search experience will be.

    There are ways to improve in each of these three areas. To improve the click-through rate, use A/B testing to determine strong keywords and write stronger ad text. Ad relevance can be improved if you make sure the keywords and ads are correlated and up to date. Finally, landing page relevance can be strengthened with attention-grabbing headlines, high-quality images or videos, and quick loading times.

     

    Ensure the Ad Words Are Relevant to the Search Terms

    While this may seem obvious, a strong correlation between the words in the ad and the search terms is essential. When certain ads underperform, it is critical to understand why. More often than not, it is because of a disparity between these two terms.

    When you examine your Ad Group, look at what search terms initiated the click-through. If there is little connection between the two, update the keywords and search terms. Doing this will also improve your quality score and rate of conversion.

     

    Enhance Your Landing Page

    The old saying is that you never get a second chance to make a first impression. The same goes for your PPC landing page. When visitors click through to your website, you want to make sure they engage with what you can offer them.

    Having a clean and well-designed website goes without saying, but there are several other ways to improve your landing page’s bounce. Some potential improvements, among others, include:

    • Improving readability
    • Adding a clear, compelling call to action
    • Including video or high-quality images—or both
    • Showcase customer reviews or rewards

     

     

    Get the Most Out of Ad Extensions

    Ad extensions are an ad format that allows users to learn more about a business, product, or service. This additional information can inform or persuade potential customers to click while increasing an ad’s overall visibility. The two primary types of ad extensions are manual and automatic.

    A manual ad extension is a personalized add on that allows quick access to product information, typically under the heading or description. The most common manual type is a site link, while other extensions include location, call, app, and review. An automatic ad extension creates the information in the add-on for you based on information in customer reviews and ratings.

    Utilize Negative Keywords

    Figure out what keywords not to use is as important as determining the ones to use. Using negative keywords ensures your ads do not appear on irrelevant search queries. This method also allows you to boost the quality score and reduce the cost per click for each ad.

    The best way to find negative keywords is to see what search terms lead to your ad. Here, you can target what are the most and less useful phrases or words when it comes to click-throughs. That way, when people use the negative keywords in queries, your ads will not appear.

    Digital Engage is a full-service marketing agency, get in touch with us today!

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    digitaluser May 9, 2020 0 Comments