Social Media Marketing: PART 3
Concluding our discussion about the benefits of social media advertising, we’ll talk more about social media management and even throw in a little email marketing for you!
Quality Score impact on your bid
Like any business, Google wants its customers to be satisfied, and people are happy when they get the results they were seeking out. So, Google will sometimes allow lower bidders to win over higher bidders if they decide that the ad might be more relevant to that search.
However, they aren’t the ones that make that call. Searches make the decision on whether your ad is relevant.
Here’s what they look at:
- The Click Through Rate — This is the number of people who click the ad divided by how many times the ad appeared.
- The reaction to your website — If a user leaves quickly or doesn’t click on anything, your ad can seem irrelevant.
- Your performance history — Quality score is an average. If you let the number decrease, it may take some time to get it back up.
A solid quality score can help you save as much as 50% of the cost per click. A bad score and you’ll end up paying as much as 400% more than someone with an average score. The more you let your score drop, the more expensive AdWords will end up being for you.
Here are some ways to keep your score high:
- Do your research — Know what people are searching for, and how much you’ll have to bid to get the ad space you need for certain keywords.
- Competitor analysis — If you know what your competition is doing, you’ll be able to figure out how to do it better.
- Make sure your ad text aligns with the keywords — When your ad appears it should be obvious why it came up in a search
- Also make sure your ad text is aligned with your target audience — Your ad should speak to what your customers challenges are and the reason they searched
- Correlate your website landing page with the ad — Your landing page isn’t your homepage, so when users move through to your website it should be a seamless transition into what they started in Google.
- Use negative words — These are the words that you do not want to be associated with your brand or are irrelevant to your ad. For example, if you’re a car washing service, you may have ‘car washing service’ as a keyword. If someone searches “how to start a meal kit delivery service” you wouldn’t want your ad to appear there because your ad isn’t what they are searching for.
- Keep track of analytics — Knowing how people are interacting with your ads and website can help you continue to test out ads, improve your advertising and your quality score. The numbers don’t lie!
WHO SHOULD USE SEARCH ADVERTISING?
AdWords can be an effective service for just about any business. It’s about staying on top of your research and keep your Quality score up.
Many small businesses try to use search advertising, but using it and being good at are very different things. Mastering advertising on AdWords is not the easiest thing to do. But if you’re eager to tackle the challenge it will be worth it for your business. However, it takes a significant amount of time per week to manage these ad campaign, so it is probably best to work with a professional well-versed in AdWords.
When it comes to email, 77% of people prefer permission-based email as a way for brands to advertise. With the proper campaign management, the average ROI with email advertising is $44 for every $1. That high rate of return isn’t typical for other types of online marketing, which is why a lot of marketers prefer this method.
Using email allows you to engage with potential clients in a much more personal way. You can send them personalized content based on things like buying history, interests and demographics.
With permission-based email, you’ve built your contact list by asking people to sign up. You may have asked them to do so in exchange for a chance to win something of value like a free trial or a download, or a newsletter. Social media management and advertising are the most common forms of online marketing used to build this kind of list.
Once you’ve got a subscriber list, its time to start cultivating your relationship with them in order to get them to:
- Make a first purchase
- Become a permanent customer
- Give you great reviews
- Share your content
- Continue their subscription
You can achieve this by engaging with them using the most relevant content and ads through segmentation.
Interested in learning more about our social media and advertising services? Contact us for a consultation!