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4 Images to Boost Your Facebook Ad Performance

The most important feature of a Facebook ad is the image. If the image isn’t appealing enough, people are not going to notice your ad. After all, people are not on Facebook to browse through the ads. They will not read the ad text unless the image catches their eye. It’s pretty simple – great images grab attention!

 

The image on the ad also plays a very important role in determining the advertising cost. Similar to other paid advertising platforms, Facebook rewards high performing ads with a low cost-per-click (CPC). As a rule of thumb, the higher the click-through rate (CTR) of an ad, lower is the cost-per-click. One of the most effective ways to increase the CTR is by using attention-grabbing images.

 

Make sure to choose your ad images wisely. Yes, flashy images are necessary, but don’t select the images blindly. Keep your target audience in mind when shortlisting images and always ask yourself two questions. First, will they be willing to click on the image? Second, will they be able to relate to the image? Put yourself in your target audience’s shoes and never use images that you wouldn’t click on.

So, which images work best in Facebook? Here are four images types that can help improve your ad performance:

 

1.   Company Logos: Logos are great for increasing brand awareness. I would definitely suggest using logos in ads which are trying to get more “likes” or generate some buzz. Logos are also a good starting point -you can kick off the first ad by using the company logo.

 

2.   Product Images: If you have a popular product or your target audience is aware of your product, use it in the ad. People can relate better to ads with product images. Make sure though that the product is clearly seen in the image. Definitely test out ads with product images if you are a B2C business.

 

3.   City Images: Test using city images in your ads. Especially if you are based locally, using these types of images can help people notice your ad. You could use images that highlight prominent attractions in the city. For example, if you are based in New York, try testing out an image of the Statue of Liberty. Or if you are in San Francisco, use an image of the Golden Gate Bridge.

 

4.   People Images: Ads with people tend to do well in Facebook. Use images of people who are looking directly towards the camera. Again, keep in mind your target audience while selecting the image. So, if you are targeting your ad to nurses, use images of people wearing scrubs; if your audience is business professionals, use images of people in suits.

 

 

These are some image types that we have seen perform better on Facebook. What images do you use for your ads? Share your thoughts in the comments below or tweet us @451Heat.

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5 Tips to Better Optimize Your PPC Budget

Whether you are trying to acquire new customers, generate more leads, or simply sell the product, paid advertising can come to your rescue. The advantage of paid advertising is that people are already searching for your product/service. As opposed to conventional marketing, a paid search audience already has the intent to buy or learn more about your product.

Apart from the benefit of having qualified traffic, pay-per-click (PPC) advertising has many other positives. First off, it is easy to start. Setting up your account is simple; you can start off with a budget that you are comfortable spending. Secondly, PPC offers flexibility. You can test out different versions of ad copy, headlines, and call-to-actions. Lastly, paid ads are great way for increasing brand awareness. Even if people don’t click on your ad, just showing up in the search results for your key terms builds trust factor and brand recognition.

However, there are challenges involved in paid advertising. With more marketers turning to PPC advertising, the paid search space is becoming  competitive. More and more brands are fighting for the top ad positions. Because your competitors are bidding on some of the same keywords as you are, this could result in a price war. Keywords which once cost few cents a click now can cost considerably more. This isn’t a problem if you have a large budget to work with. But if you have a limited budget, you need to keep an eye out on your account spend.

So how do you stick to your budget and still get the most out of your PPC ads? Here are 5 tips to better optimize your PPC budget:

 

1.  Negative Keywords: Negative keywords are search terms that you don’t want your ads to show up for. Look through the search query report and make note of such keywords. Once you’ve identified these keywords, add them to the account. You can add negatives at the ad group, campaign, or account level.

 

2.  Device Targeting: You can set your ads to show up on desktops/laptops, tablets, mobile devices or on all of these devices. If your website is not mobile ready, users will struggle to read the content on your site. In such a case, it makes sense to exclude the mobile audience and just target your ads to people searching on desktops/laptops and tablets.

 

3.  Ad Scheduling: Ad scheduling lets you specify certain days of the week when you want your ads to appear. You can also adjust bids for your ads during certain time periods in a day. Review all of your campaigns and see what days and times are best converting. Shut off your ads during the low converting period.

 

4.  Ad Delivery: Ad delivery determines how quickly your ads are shown each day. You can have the ads show up evenly throughout the day, or you can have them show as quickly as possible. If your campaigns are consistently hitting the daily budget cap, switch the setting to allow your ads the opportunity to appear throughout the entire day.

 

5.  Bid: Keywords can be very expensive. If you are running on a tight budget, being at the top ad position might as well drain your daily budget in a few clicks. In such cases reduce your bid, be at a lower ad position and use that saved budget in getting more clicks.

 

These are some quick tips that we’ve found useful in better utilizing the budget. How do you optimize your account spend? Share your thoughts in the comments or tweet us @451Heat.

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Are Your Facebook Ads Tired? 3 Quick Tips to Combat Ad Fatigue

As the prevalence of Facebook advertising continues to grow, more and more marketers are willing to spend on these ads. And I don’t see any reason why they shouldn’t. The ads are well targeted, effective, and, most importantly, have a large audience. Facebook presents this unique opportunity of not only increasing awareness and branding, but also initiating engagement and fan creation.

The only problem with Facebook ads is that of Ad Fatigue. In general, people get tired of seeing the same ads again and again. Since people log into their accounts at least three to four times a day, they are bound to see the same ads multiple times. As a result, they are less likely to click on these ads. Facebook understands this phenomenon and reacts by decreasing the number of ad impressions. All these factors directly affect the click-through rate (CTR) which in turn affects the cost per click. Basically, now you’re stuck in a cycle where your ad impressions have decreased, the click-through rate has dropped, and the only way to improve is to increase the bid and/or budget.

So, how can you overcome the constant battle of Facebook ad fatigue? Similar to search engines, Facebook and its vast user base loves fresh content! You need to “freshen” up your ads every few days. Rotating the ads frequently will enhance their performance. Remember – the higher the click-through rate, the lower the cost per click. By refreshing your ads frequently, you’ll be able to maintain the same impression share at the same cost.

Here are some quick tips to keep your ads fresh:

  • Images: Make sure you have at least two images ready for every ad. Rotate the images every few days to avoid ad fatigue. Use/test images that are known to do well on Facebook – company logos, headshots, product photos, and happy people. An image is the most important feature of a Facebook ad. Therefore, change the image as frequently as possible to prolong the lifespan of your ad copy.
  • Headline: Every time you notice a drop in CTR, change the ad headline. Use a different call-to-action. Ask a question. Use the brand name in the headline. Test and find out what clicks best with your audience. This might seem to be a minor tweak, but can definitely help boost the CTR.
  • Ad Copy: Similar to search, always perform A/B testing. Test out at least two different versions of ad copy at the same time. Ask questions. Use a strong call-to-action. Put segment-targeted language high in the body text. Ask users to ‘like’ your brand on Facebook. Often, short ad copy (<90 characters) outperforms  longer copy(>90 characters). Most importantly, replace the low performing ad with a new contender.

These are some tricks we’ve found useful in fighting Ad Fatigue. How often do you refresh your ads? How do you deal with this problem?

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3 Effective Yet Underused Facebook Ads

Facebook advertising is growing in popularity. And it’s no surprise – with more than 800 million users, who often spend more time on Facebook than on any other site, Facebook is grabbing the attention of online advertisers as an ideal place to reach their audience. Whether you’re using it to increase brand awareness, build a fan base, or increase sales, Facebook ads help achieve your goal. Plus you get the added benefit of using colorful images and more ad space.

“Like” ads are very popular on Facebook. More often than not, people associate Facebook ads with “Like” ads. These are simple to create. Just use a catchy image and sell your product service within 135 characters. The advantage of these ads is that users can become a fan of your page by simply hitting the “like” button at the bottom of the ad. “Like” ads drive user engagement and are great for increasing brand awareness and building a fan base.

While “Like” ads are effective vehicles for driving engagement, Facebook offers other ad formats that are equally effective but rarely used. Here are my top three effective yet underused forms of Facebook ads:

  • Poll Ads: Poll ads encourage user interaction with your brand by asking a question and letting the users instantly see the results of the poll. Users can also see which of their friends have taken the poll and what they voted for. Poll ads are great for getting feedback from your fans. If you want to test out a certain type of messaging, know which of your products are more popular, or simply want to inspire new ideas, create a poll ad and get results.
  • Event Ads: Make your fans the sales reps of your event! Event ads are a great way to promote events and generate buzz. Users can RSVP to the event directly from the ad. In addition, users are given the option of inviting their friends to the event once they have submitted their response. Promote your important events and let your fans spread the word on your behalf!
  • Video Ads: If you have a compelling video about your brand, why not promote it as an ad? Video ads are perfect to introduce your brand to a new audience, promote any special offers, or even to highlight key features of your product. Video ads allow users to leave comments on your video. Additionally, users can like the video and your Page inline and share the video with their friends.

These are some Facebook ad types that can do wonders for your brand. Are you designing your campaigns around these Facebook ads?

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SEO vs. PPC: The Ultimate Battle

Search Marketing is a fast-growing industry. Businesses are quickly recognizing the importance of ‘being seen’ in online search results. One of the greatest benefits of search engine marketing is the fact that you advertise to a targeted audience – users who have already shown some interest in your product/service.

The anatomy of a search engine result page (SERP) is simple enough – it contains organic and paid listings. The ranking of these listings depend on many factors, but relevancy is one of the most important factors. Based on a search engine algorithm, the SERP displays search results and paid ads that are relevant to the search query entered by a user.

But where should we, as marketers, invest more money? Should we spend more time optimizing our website or optimizing our paid ads? This is a common question that puzzles most clients/marketers. I believe the two go hand-in-hand and should form part of your overall internet marketing strategy. Though the process behind them is different, both help achieve the goal of improving visibility of your business online.

SEO is a long process that needs time to produce optimum results. You cannot rank #1 for your top keyword in a day. In contrast, paid ads are easy to set up and give instant results. So, why not use insights gained from these paid ads to shape your SEO strategy? Paid ads are great for testing. You can test different headlines, calls-to-action, landing pages, and products, and use these results in designing your page content, headlines, and titles.

Apart from testing, SEO and PPC collectively is great for building credibility of your business. The presence of both adds to an element of trust. A user who sees your organic listing and your paid ad beside it is more likely to interact with your business. This follows the simple rule that the more space you occupy, the less choice users will have to interact with your competition.

Finally, it is difficult for a website to organically rank well for certain keywords. This could be because of aggressive competition or, maybe simply because there isn’t much content around that keyword on the site. In these cases, paid advertising can help. By including such keywords in your paid campaign, you can at least gain some presence on the search engines.

Search engine marketing is a competitive industry. Marketers should make every effort to occupy as much space as possible. Paid ads provide us with a great opportunity to improve visibility and grab more shelf space. Why not take advantage of this opportunity? What do you feel about integrating your paid advertising and SEO efforts?

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