You get the picture - same madness, same competition. Only you can make sure to be smarter by following a couple of rules.
|Black Friday - it's competitive!|
Find out what is working for your industry - paid campaigns via AdWords or Social Media? Or both?
Many users tend to try out social ads (e.g. Facebook) and drop them after a very short time assuming they do not perform well. In most cases this happens due to mistakes in setting up these ads:
- Many times paid media has been in place, before trying out social ads. When social ads do not perform as well they are dropped fast, without checking what makes them underperform. Clearly older paid media (e.g. AdWords) has been optimized and therefore creates better CTR's & CPA's. Lesson #1 - give it time and optimize campaigns before comparing.
- Create ads with different images for your campaigns and wait a week or so before checking which perform better. Use the same bids. Basically like A/B testing with the only difference that you can use different copy and test simultaneously. Lesson #2 - use different images over a defined period of time
|Ad Bidding Increase|
- Create the same goals for your social ads. If you are comparing branding ads to direct response you are comparing apples & oranges. And end up with lemons. Make sure you have your ads on conversions (use the Facebook Power Editor option) and compare once you reached representable traffic numbers. Lesson #3 - create the same goals for campaigns you would like to compare
- Cost always looks high in the days/weeks after setting up new campaigns. For the ones who slept during math class - cost (e.g. per conversion) builds up until first conversions are reached with a critical mass. On the way ads need to be optimized for the ones not performing (keywords, images, copy, etc.) Lesson #4 - don't panic - optimize!
- Don't check your conversions/website clicks via Google Analytics - the numbers might be lower due to secure browsing, which is not captured by GA. Use the analytics per social media site (e.g. Pinterest Analytics, Facebook Insights) Lesson #5 - use the right analytics for your monitoring!
Join me for more digital strategies on Google+ and Twitter @global_trend and let me know what your strategy for this years holiday season is? Have you used bidding strategies that worked particularly well for you in the past - if so, please leave a comment!
Happy Holidays! Oh and yes, #dont #overuse #hashtags, #please! #fashion #digitalmarketing #socialads #facebookads #ecommercemarketing