10 Off-The-Charts Tips to Boost Your Google & Facebook Conversions

•

0 gefällt mir•586 views

Internet Marketing Software - WordStream

Chelsea Guida provides 10 tips for boosting Google and Facebook conversions. The tips include testing different ad formats, using audience exclusions, lookalike audiences, placements, observation audiences, automated bidding strategies, utilizing labels, taking advantage of ad extensions, segmented and dynamic remarketing, and promotion code remarketing. The key takeaways are to test to find what works, collect data to see the target audience, refine the audience to maximize budget, use ad enhancers, and utilize remarketing to stay front of mind.

Marketing

10 Off-The-Chart Tips to Boost
Your Google & Facebook
Conversions
Chelsea Guida, August 2020

44
WordStream has partnered with
LOCALiQ to deliver
results-focused,
technology-backed marketing
services to help local businesses
unlock measurable business
growth.

| Confidential 5
The webinar will be recorded.
Check your inbox for the materials.
Submit your questions for Q&A!

6
Chelsea Guida
Account Manager
Google & Facebook Expert

7
What is a Conversion?
- A Conversion is a desired action that a user will take after clicking on an ad
- What a conversion looks like varies for each type of business
- Examples of conversions:
- Purchasing a product
- Subscribing to a newsletter
- Downloading a whitepaper
- Starting a free trial
- Placing a phone call

8
What is a Conversion Rate? [CVR]
CVR =
Total Conversions
Total Clicks
Your conversion rate is the percentage of visitors that complete a
desired action out of the total amount of visitors to your website

9
Why Does It All Matter?
- Conversions tell us how successful a campaign is
- It also allows us to see which keywords or audiences are
driving the account’s performance
- Conversion Rate shows us how effective a campaign is in relation to
the amount of users that have interacted with it
Campaign A
1,000 clicks
25 conversions
2.5% conversion rate
Campaign B
250 clicks
10 conversions
4.0% conversion rate

10
Now let’s show you how to get your BEST
Conversion Rates yet...

Testing Different Ad Formats
Carousel Single Image Video

Audience Exclusions
- More clicks don’t
always mean more
conversions
- Audience Exclusions
allows you to remove
those who you know
are unqualified to see
your ad

Lookalike Audiences
- Great way to find new prospects
- Can layer in interests/other targets to refine your audience
- Can select your Audience Size (1 - 10%)
- 1% consists of those most similar, and then gets broader from
there

Placements
- Always start off an ad set running on all placements
- From there, we recommend figuring out which placements are driving
performance, as well as which ones are wasting spend

Observation Audiences
- With Observation Mode, who sees your ad will not change
- Any audiences you add in will collect information in the
background
- You have the option to switch to Targeting, or place a bid adjustment
on the audience

Automated Bidding Strategies
- Start with 1 - 2 low or mid
performing campaigns
- Give the campaign at least 3 - 4
weeks before comparing
performance
- Research what the bidding
strategy will help with to ensure it
is the right fit

Utilizing Labels
- Helps you to keep track of testing
and bidding
- Ex. label for new ads, label
for historial top-performing
keywords
- Often times we test, but never
compare performance / analyze
results
- Labels on top keywords ensure
that a certain percentage of your
budget is always being allocated
to the terms that drive
performance

Take Advantage of Ad Extensions
Callout Extension
Structured Snippet
Sitelink Extension

Remarketing
Segmented AND Dynamic Remarketing
- Break out remarketing audiences
based on ‘starter actions’ and
‘interest actions’
- Ex. Downloaded Whitepaper,
Started Free Trial, Added to
Cart, Visited Pricing Page
- Use Dynamic Remarketing to show
the exact products that an individual
interacted with, but did not purchase
Promotion Code Remarketing
- Use Promotion Codes to bring back
a potential lost lead/purchase
- Only use that specific code for
remarketing to help keep track
of success

Key Takeaways
Testing to Find What Works1
2
3
4
5
Collect Data to See Who Your Target Audience Is
Refine Your Audience To Maximize Your Budget
Take Advantage of Ad Enhancers
Utilize Remarketing & Stay Front of Mind

Weitere ähnliche Inhalte

Was ist angesagt?

The paid search workshop at this years Attention summit covered intention analysis and how strategy can be used to reach your eureka moment. Map your consumers journey and target them during the moments that matter the most, provide the opportunity to exchange value and put the right message in front of the right consumers. Optimising paid search means we can bid smart and offer our audience solutions when they are looking for answers.

Attention: Paid Search

Adido

A customer acquisition strategy is critical for the success of every business at any age or size. Companies tend to concentrate marketing effort at the bottom of the funnel but need to systematically feed the top to enable continuous growth. Our seasoned experts will unpack an integrated customer strategy for acquiring new customers – profitably – keeping in mind the customer journey and the aggregate return on a new customer. Our four back-to-back sessions will dive into our experts’ approaches on customer analysis, budget allocation, customer lifetime value, and customizing messaging in creative.

Social | New Customer Acquisition Series

Tinuiti

How to Acquire & Retain Clients in a Time of Crisis

Internet Marketing Software - WordStream

How to Leverage Social Media to Hit Your Holiday Goals

Tinuiti

Rick Koletavitoglu presents the 150birds sales deck. A more effective and affordable alternative to hiring a marketing manager—ideal for property management companies, dental practices, and law firms. Small businesses subscribe to our marketing teams for a variety of reasons: • Our holistic marketing plans waste less on ads and spread your budget across more activities, leading to increased funnel conversion rates. • A flat monthly fee makes our program an affordable and hassle-free alternative to in-house hiring or working with marketing agencies. • Faster and more reliable than working with messy freelance marketplaces. Your team of trusted specialists is constructed and managed based on your specific requirements.

150birds Sales Deck - Omnichannel Marketing Platform

Rick Koleta

Presented at 360 iDev Denver 2012 We're at the end of 2012 and it has become clear that the mobile app economy is leaving the vast majority of developers out in the cold. The revenue story is lopsided -- a handful of apps have turned into gold mines, but most of them are still standing in the river with a pan hoping for a stray nugget. With over a million apps in existence, simply building your app does not mean that users will come. In this talk you'll learn how to use customer relationship management, analytics and marketing tools to turn your app into a full fledged business. We'll start with a discussion of the many facets of analytics spanning from macro trends in the app stores all the way down to the demographics and actions of your individual users. You'll then learn about how to use customer relationship management tools collect and analyze that data in order to execute on marketing campaigns to engage, grow and monetize your user base.

Running your App as a Business

Bill Magnuson

Diversifying your social platform strategy has always been important to building brand recognition, but it matters more than ever in our new age of privacy. A future proofed approach requires building a full-funnel social strategy that spans platforms. In this series, our experts discuss not only how to build a cross-channel, full-funnel strategy, but how to incorporate next-level measurement, creative that delights your customers and grabs their attention for a to create a first-rate customer experience with your brand.

From Discovery to Conversion: Creative Design that Works

Tinuiti

Shopping | New Customer Acquisition Series

Tinuiti

Scalable Top of Funnel Strategies That Will Outlast Competitors Amazon DSP enhances your brand’s visibility by allowing Vendors to reach shoppers off-Amazon. As competition in the Amazon Marketplace continues to grow, brands need to ensure they have a strategy that not only captures demand, but also generates demand – fueling their top of funnel. Having a strategy that takes into account how to acquire new customers profitably is what separates top performing brands . Join our Amazon Marketplace experts as we unpack how to leverage Amazon customer data to target shoppers off Amazon.

Annex Cloud | Leveraging Amazon DSP Data for a Profitable Customer Acquisitio...

Tinuiti

Using marketing analytic s to make the right decisions.

fastmailsender

With its level of sophistication and complexity, Facebook advertising is already overwhelming. Sprinkle in constant changes and policy updates, and how do you keep up? Over the past few months, there have been several major changes to the Facebook platform that you should know about. Check out these webinar slides to learn what these changes are and how to make sense of everything. You’ll learn: • The 5 major changes, including those related to the Apple iOS 14 update. • The effects these changes could be having (positive and negative) on your accounts. • How to adapt your marketing strategy to continue seeing success on Facebook.

5 Major Facebook Changes & What They Mean for Your Ad Account

Internet Marketing Software - WordStream

How to Get an A+ in PPC: Using Lessons Learned in 2019 to Ace Google & Facebo...

Internet Marketing Software - WordStream

What’s great about PPC is that you only pay when someone clicks on your ad. The bad news is that you are paying for every click, and this can get expensive — scary-expensive! Check out these webinar slides as we share 13 Scary-Good Ways to Lower Your Cost Per Click in Google & Facebook Ads. You’ll learn: - Average CPCs in 2021 for the top five PPC platforms. - 13 platform-specific tips to lower your CPC. - The one mistake you should avoid with CPCs.

13 Scary Good Ways to Lower Your Cost Per Click In Google & Facebook AdsCpc w...

Internet Marketing Software - WordStream

Whether starting from scratch, or looking to start over, our webinar will teach you the fundamentals of Google Ads campaigns, straight from our certified experts. You’ll also learn: Pre-planning for paid search - How and where to start Ins and outs of a successful campaign - scope, budget, and more Fundamentals of paid search - Search, display, shopping, keywords Restructuring poorly performing campaigns using Google best practices

Building Google Ads From the Ground Up: Everything You Need To Know

Internet Marketing Software - WordStream

Programmatic technology allows advertisers to take everything they know about their customers and potential customers and deliver a unique experience at each stage of the consumer journey. Marketing managers are eager to take advantage of these opportunities, but many struggle to adapt and fully leverage the channel’s unique capabilities. CPM-based buying models and highly-flexible targeting complicate the transition away from PPC-only advertising, leaving many advertisers unsure of where to start. In this webinar, Hanapin’s John Williams and MightyHive’s Ellen Perfect discuss programmatic’s expanding role within a mature digital strategy and walk through the ways advertisers can change their approach to the channel.

Diving Deeper into Programmatic: Succeeding Beyond the PPC Landscape

Hanapin Marketing

How to Win at Shoppable Media by Unlocking the Power of Your Product Feed

Tinuiti

Tinuiti | Leveraging Amazon DSP Data for a Profitable Customer Acquisition St...

Tinuiti

On May 14th Google announced the 2019 Roadmap for the Google Ads platform. Thanks to our premier partnership with Google, our expert was there to hear it live so that he can relay the information to you through a WordStream-exclusive webinar TODAY. Save your seat to be the first to know: What changes you can expect to see in Google Ads (and when they're coming) How these changes will affect your account How to use the advanced notice to your advantage and get ahead of the competition

2019-05-15 Big Changes Are Coming: Google Marketing Live Announcements You Ne...

Internet Marketing Software - WordStream

To scale and grow your digital marketing agency, you need to offer more to your clients. Easy right? Not so fast. Do you spend more money and time hiring and training staff to support new services, or do you risk quality of work by bringing in independent contractors? Check out these webinar slides to learn clever, time-saving ways to expand your agency offerings and increase profits. You’ll also learn how to: • Fill gaps that are hurting your revenue. • Gain and retain quality clients. • Use a secret swiss army knife of targeting tools not seen anywhere else.

Accelerating Your Agency: How to Do More with Less and Scale at Speed

Internet Marketing Software - WordStream

Join WordStream as we examine the ins and outs of healthy paid Google and Facebook ad accounts. We'll review the common mistakes to avoid, do your account doesn't fall under the weather! You’ll also walk away knowing: - How to continually audit how your accounts are performing - How to increase quality score and visibility on the search page - Bidding strategies used by top performers & so much more! Check your PPC pulse with us, and explore the anatomy of the healthiest Google and Facebook campaigns our experts have seen to date.

Checking Your PPC Pulse: The Anatomy of Healthy Google & Facebook Campaigns

Internet Marketing Software - WordStream

Was ist angesagt? (20)