Eric Sachs is an SEO expert who started his career in internet marketing over 10 years ago. After opening his own digital marketing agency, Sachs Marketing Group, he realized he wanted to use the industry know-how he had collected to help more people. From there, a blog was created with the goal to be of service to business owners, helping to better position them in the eyes of their audience.
Video is among the most popular type of content on the internet, and with good reason. By 2022, online videos will make up more than 82% of all consumer internet traffic – 15x higher than it was in 2017. Studies show shoppers who view videos are 1.81x more likely to purchase than non-video viewers. So it makes sense as to why marketers would want to include video in the marketing strategy.
Facebook is a saturated platform where it is becoming increasingly difficult to stand out from the competition. Ads are everywhere, but Facebook Video ads give you a bit more room for creativity in terms of your ad campaign options.
In this guide, you’ll learn what Facebook ads are, why you should be using them, how to set them up, and a few tips to help you make the most of video advertising on Facebook.
What are Facebook Video Ads?
Facebook video ads are the same as Facebook ads, but rather than using text and images, they use video. You don’t have to write a snippet of text or upload an image. You’ll instead upload video you’ve created in-house or, created with a videographer, or one you already have so that it operates on Facebook’s native video player. After the upload is complete, you’ll be able to customize the video description, the video thumbnail, the ad budget, and the audience you want to see the video.
Why You Need to Use Facebook Video Ads
Facebook video ads are a great way to make people remember your brand and come back to your site. Using video is a strategy proven to engage and convert website visitors, push leads down your funnel, and to fuel social engagement across a number of channels.
Video promotions are just as popular as photo promotions on Facebook – and video is more memorable than text and images. People are over 27x more likely to click a video ad and than a static ad.
Setting Up Facebook Ads
Now that you understand the power behind a Facebook video ad, it’s time to get them up and running. If you’re already familiar with Facebook Ads, the process is similar.
At the top of your profile page, press the “Create” button. Select “Ad” from the menu that appears.
Set the campaign objective to “Get video views.”
Set your audience – either by defining it or choosing a predefined audience already in your account, along with the budget, and ad schedule.
Create your ad. You can upload a video, browse through your library for video to add, or create a slideshow with images. Most of the time, you’ll want to use a pre-made video from your desktop or promote a video that you’ve previously posted organically.
Pay attention to the recommended video specs before you upload to make sure you get the highest quality playback experience for viewers. If the video doesn’t fit in those specs, you could have poor playback which may negatively affect your brand in the eyes of viewers.
Customize the copy above your video, preview it, then set it to start running. It will begin once Facebook approves it and run according to your budget.
Tips to Improve Your Facebook Video Ad Campaigns
To make the most of your campaign budget, use these tips to give yourself an edge.
Show Videos That Don’t Need Sound
You never know where people will be when they see your ads. That’s why it’s important to create videos that people can watch and understand without needing the sound. 85% of Facebook videos are watched without sound anyway, so it makes sense to build your ads with the assumption that people won’t have the volume on.
If you want to be sure your video makes sense without sound, Facebook allows you to automatically add captions to your videos. Facebook reports captioned video ads increase video view time by an average of 12%.
Use CPM Bidding to Make Sure Your Ads Autoplay
It may be tempting to shy away from autoplay in certain environments, but Facebook shouldn’t be one of those places. Why? Facebook has enough distractions as it is, so it’s important to engage the newsfeed scrollers who are already multitasking. Automatically playing your videos is the best way to do that. To be eligible for autoplay, you must bid with cost per impressions (CPM) instead of cost per click.
Get to the Point
Facebook Business reveals the maximum video duration for a video ad is an astonishing 14,460 seconds. For those who aren’t quick on the draw with math, that’s 241 minutes, or four hours and one minute!
I don’t know about you, but I don’t want to watch an ad that runs for the length of two movies. The longer your video ad is, the less likely someone is to watch it in its entirety.
Data from Wistia shows videos up to two minutes long get a lot of engagement. There’s a sharp drop off between two and three minutes, though. The longer the video runs, however, the less engaged people are.
Use Video Content That’s Performed Well on Other Platforms
Have you ever uploaded video to your Facebook page? Check the stats to see which of those videos have performed the best. Which of your webinars have driven the most engagement? Which videos on your website perform the best? Use the data you have about videos you’re already using to guide your ads, because the better performing content gives you an indication of what your audience wants to watch.
Look at metrics like engagement and pay rate of your video content across all your channels before you determine which videos are worth investing in ads to run. Focus on promoting only the best content.
Examine Ad Stats and Adjust Accordingly
Once you’ve run your Facebook video ads long enough to get a significant amount of views, take a moment to analyze the data. Is the money you’re spending giving you a return? Is the return worth continuing the ad? How many people are watching the videos? How many people are clicking on your ads? How many are visiting your website after watching? Understanding how your ads impact your audience will help you improve your video production and your ad strategy so you can get the best ROI. If you find that you’re not getting the ROI you expected, test various ads to see what works best for your audience.
When it comes to SEO, link building is a major part of the process since Google and other search engines take a look at how many sites are linking to yours. For the greatest impact, those links can’t come from just any site, but instead should come from topically related websites that have high quality content. That makes it a bit more complicated for new sites – because they have to work hard to establish themselves as link worthy.
All stages of your event process, from promoting the event to what happens after the end of it, provide great opportunities for building links to your site. The key is to apply the correct strategy for each stage. Whether you’re sharing your event on event sharing websites, relying on influencers to build traction, publishing content specific to your event, leveraging your face-to-face marketing efforts to acquire more backlinks helps your business, regardless of its size, become more visible to your target market.
Before Your Event
Before you start your link building mission, take time to determine which pages and domains you want other people to share so you’re building links to the right places. If you’re the one in charge of the event, rather than just attending the event and using that to help build links, you’ll want to have a landing page on your site dedicated to the event. The landing page should provide the important details and invite registration. It’s the best place to send potential attendees and is easy to share for promotional purposes.
Once you have the event domain and pages setup, you can take the landing page to various event sites to get some easy links. Your event location determines where you’ll post. If you’re hosting a small event, focus your efforts on region-specific sites that will give you links to boost your visibility in the local search results.
If on the other hand, you’re hosting an event with a national or international appeal, you could use sites such as Meetup or Eventful to link directly to your event page. Other sources may scrape the larger sites so you could possibly get multiple links from a single post.
Reach Out to Influencers
If you have relationships with bloggers in your industry, you can ask them to share your event details with their followers to gain links.
If you don’t have any established relationships with bloggers in your industry, you’ll want to research to connect with the right kind of influencers you need, and make sure they are the kind of influencers that will give you the return on investment you’re looking for. You want to choose bloggers who’ve built credible, authoritative sites that will in turn help you build authority and improve your search engine visibility. Yes, it’s harder to obtain links from industry experts with higher domain authorities, but they will be the most beneficial when it comes to building your brand.
Once you’ve come up with a list of your target bloggers, connect with them to explain why your event is relevant for their audience, and how sharing it or posting about it would enhance their content’s value. To make sure they have a reason to want to work with you, be sure to offer in return, such as cross-site promotion. This will make the relationship mutually beneficial and get more exposure to your target market.
During Your Event
Whether it’s your company hosting the event, or someone from your organization is speaking at one, there are plenty of chances to support your link building efforts. Many people love to share their insights and recaps from conferences and other events on their blogs and social media accounts. When they do this – there’s a good chance they’ll link to your company’s site.
Publish Blog Posts
Even if you’re just attending an event, post a blog daily to highly the key takeaways from the sessions or keynotes you attended. The event-specific content will be promoted by the event hosts, sponsors, speakers, attendees, and other people on your team who stayed back at the office.
To boost your chances of getting the content out to the right people, share it in a LinkedIn message or email to a presenter or the marketing lead from the event host. Always share the post on your company social channels and tag anyone who’s mentioned. The idea is that because you’ve included them and given them free publicity, they, as higher quality sources will share your content.
Network with Other Attendees
Posting about events can help you build links, but one of the most important aspects of hosting or attending events is the networking. The chance to build strong, long-term relationships with others in your industry is important, and you should take it. The majority of event-goers say they attend for networking opportunities. You never know what kind of opportunity may come from a relationship you build with someone… even years from now.
After the Event
After the event has wrapped up and everyone has gone home, you can still be building backlinks because many of the best chances to do so are still coming.
Use Social Listening Tools
Social listening tools allow you to track your backlinks. When you see what sites are linking to you, you may find there are some that you could work with to develop a mutually beneficial partnership. If you do, reach out to them and discuss it with them.
Follow Up Via Email
If you were a speaker at an event, nurture those who attended your session through email. Send them a link to a landing page on your site where the slides from your presentation are available for download. They can share the page and link to it from their blog posts about the conference. Encourage them to share the presentation with their readers and followers by sharing it on their social pages. If they share a blog post about the session and what they learned, you can earn some valuable backlinks this way.
Building backlinks is hard work, but doing so consistently will pay off for years to come. Building backlinks creates a snowball effect because it increases your rank positioning in the search engines and makes it easier to attract more attendees to future events.
Sachs Marketing Group is a Westlake Village, California. A local SEO company based centered on providing cutting digital solutions to your business including Search Engine Optimization, Social Media Development, Web Design, Mobile, Reputation Management, Conversion Testing and Optimization and Video Marketing. Our ability to provide small to midsize companies access to solutions usually available to big firms is what we pride ourselves on. We are very excited to share that Sachs Marketing Group has been recognized as a top provider of SEO Services in Los Angeles area by Clutch.
Clutch is B2B ratings and review agency that helps you connect with the right business partners to help you solve your next challenge. They use a holistic review process that includes past and present client feedback, market presence, work expertise and return on investment to get you reliable data to be well informed when you make your choice. Through their independent evaluation, Clutch awarded Sachs Marking Group an overall perfect rating of 5/5.
A look at a review of Sachs Marketing Group on Clutch:
The Los Angeles area is our home and our business is entirely established in this city. It is therefore with pride that we share that The Manifest, an affiliate of Clutch, has recognized us amongst the leading SEO firms in Los Angeles. The Manifest is a business news and how-to website that features business reviews and provides actionable industry insights and expert opinions to help you grow your business.
Clutch’s recognition is important to us because it is useful for you. We want our customers to have the right data and reliable information before they make a decision about who to hire to address their needs. Check out Visual Objects, Clutch’s new project, featuring top web designers alongside their creative portfolios to help you visualize products and services provided.
“Being recognized as a Clutch Leader for 2019 is a huge honor – confirmation that our focus on being of service to our clients has been a major contributor to our success over the years. Clutch has been extremely instrumental for us. The partnership between Clutch and Sachs Marketing Group has been a major driver of both brand exposure and lead generation for the past several years.”
Pinterest has launched a new visual search tool known as “Complete the Look” that recommends relevant home decor and fashion categories based on the context of an image. For instance, if a user searches for a mountain scene Pin, the platform will recommend products found in similar images, such as camping gear, hats, and so on. Pinterest’s visual search tools compete with Amazon StyleSnap and Google Assistant’s Lens.
Why This Matters to Businesses
Pinterest has focused its efforts on its ecommerce features for a while now, since they introduced shoppable pins. The new visual search tool is another aspect of ecommerce for the social platform. With this technology, the platform can recommend home decor and fashion products based on attributes and context of everything within an image a user saves or searches for. As such, brands have the potential to gain more exposure on the platform because more of their Pins will appear through visual search.
Eric Kim and Eileen Li, part of the Pinterest visual search team write, “Complete the Look takes context like an outfit, body type, season, indoors vs. outdoors, various pieces of furniture, and the overall aesthetics of a room to power taste-based recommendations across visual search technology.”
A report from November 2018 revealed that 78% of Pinterest users who engaged with home decor Pins on a weekly basis made a purchase based on the content brands shared. When it comes to fashion Pins, 83% of users who engaged with them made a purchase.
A recent report from eMarketer shows Pinterest is the most popular platform for product discovery, with 47% of users going to the network to find new products. Only 15% of Facebook users and 11% of Instagram users use those platforms to discover new products.
All that said, Pinterest has yet to release details about when the Complete the Look visual searches will be made available to users. At this time, the tool is being tested internally. It will eventually become available within Pinterest’s recommendation tools. When the tool is released to the public, I will update this post with the relevant information regarding the roll out.
Ecommerce brands can use this tool as a virtual stylist. Users can submit a photo of location, for instance, and Complete the Look will help find relevant outfits for them to buy. This would be particularly helpful for people who are traveling to a place they’ve never been, such as another country where the weather is significantly different from the climate they are used to.
Language is Limited
Pinterest released a paper detailing the technology behind the new visual search option. In that paper, we see the phrase, “the overall aesthetics of a room” which is a vague phrase that shows up just how poor our language options are when it comes to something intangible. Yes, we can say a table is a table and a rug is a rug, but it is difficult to impossible to detail why it adds to the overall look and feel of a room.
That’s the point of visual search. It makes it easier to express ourselves through images in areas where language is limited, or subjective. That’s where Complete the Look makes its mark with interpretation of images.
Let’s say I search with an image that has a pair of shoes. In most situations, I either way to know what brand they are, or where to buy them. But, let’s pretend I already own those shoes. In that case, I’d want to see other items that could go well with the shoes. And that’s where the Complete the Look tool will be useful to Pinterest users.
Pinterest’s Visual Search Evolution
Pinterest began providing visual search tools in 2017 with Lens. The service powers hundreds of millions of searches every month. We’ve also seen the introduction of complete automation for Shop the Look for buying Pinned items, and personalized results for Lens Your Look, along with new Catalogs tool that lets anyone upload and convert their entire store catalog into shoppable Pins and a Related Products feature that will appear under product Pins.
The Complete the Look option is an extension of Shop the Look pins, which identifies specific items within any Pin image and connects users to purchase pages for each of the relevant pins. With Complete the Look, the visual search engine will take into account all the products you’ve searched for in the past and provide recommendations based on relative trends and various other factors.
With Shop the Look, users can buy what they see. Complete the Look, on the other hand, crops the main product from the image, searching the scene of the image instead.
It’s harder to train an algorithm to identify the topic of a photo than it is to train it to understand the meaning of text. This development goes deep into using images to drive online conversation. Pinterest splits imagery into two categories: scene images (selfies, street photos, etc.) and product images (a single image on a plain background). Ecommerce generally focuses on product images, but with this technology will be able to build a stronger Pinterest presence by turning scene images into a curated list of product recommendations.
More Happenings at Pinterest
In March, Pinterest hired Jeremy King as the head of the engineering team. He served as both the former CTO of Walmart and the VP of Engineering at eBay, which brings a considerable amount of e-commerce experience. I, for one, am interested to see what this means for the future of Pinterest ecommerce – and I expect good things to keep coming.
Pinterest also announced a new Shopping category in the Pinterest Marketing Partner program. They also said the program is now known as “Pinterest Partners” rather than “Pinterest Marketing Partner.”
Are you a brand that’s excited about the potential this new feature will bring to your marketing and revenue? Do you plan on using it once it is released? Share your thoughts in the comments below.
Are people talking about your business online? Do you know what they are saying? What about how to analyze the sentiment of the conversations so you can make better marketing decisions?
In this post, I’ll show you more about what sentiment analysis is and the various ways you can use it to better serve your customers. Sentiment analysis goes beyond social listening on social media platforms and explores mentions of your brand anywhere online – from review websites to search engine results and more.
What is Sentiment Analysis?
According to Techopedia, sentiment analysis is, “a type of data mining that measures the inclination of people’s opinions through natural language processing (NLP), computational linguistics and text analysis, which are used to extract and analyze subjective information from the Web – mostly social media and similar sources. The analyzed data quantifies the general public’s sentiments or reactions toward certain products, people or ideas and reveal the contextual polarity of the information. Sentiment analysis is also known as opinion mining.”
How to Use Sentiment Analysis to Improve Your Business
With sentiment analysis, businesses can track how people are receiving their brand and how popular it is, perception and anticipation of new products or services, your overall reputation, and rant detection.
Prevent and Manage a Public Relations Crisis
You can track online mentions in real-time, making it much easier to identify a potential PR crisis as it unfolds so you can get ahead of it. If you see an increase in negative sentiment, you can take a deeper look into things, and if you determine it’s needed, take the action to defuse the situation before it escalates.
Word gets around quickly on social media, and negative comments will always gain traction much faster than positive ones. If you don’t deal with the unhappy customers quickly and professionally, they may share their unhappiness on their social media profiles with their friends and the general public. And when that happens, you could have another stream of people coming to your brand page to share their thoughts with you, too.
A lot of social listening tools out there send notifications of new mentions and then allow you to use filters to show only specific sentiments, so you can prioritize the comments you need to address first and which ones you can wait on. Because you’ll get alerts in real-time, it’s important to have customer service available to address things as soon as possible. For larger brands, this means a near 24/7 staff keeping an eye on things – and for smaller brands, it means checking as often as possible during your business hours. Failing to catch things quickly allows them to escalate before you even take notice of the first negative mention.
Learn About the Competition
While you’re in the process of monitoring of your own brand mentions, you can also use it to track your competitors’ mentions to see how your business compares. Negative sentiments toward a competitor can sometimes offer opportunity for your company. If for instance, you find something missing in their product, you may find a way for your product to fill the void.
Paying attention to where the competition is getting positive mentions can also help you find areas where you may need to improve.
When you see that the same people are talking about your business, you can start to take notice of potential influencers you may want to work with on an influencer marketing campaign. Some sentiment analysis tools will assign influencer scores to online mentions so you can filter mentions based on the strength of the influencer.
Instagram is by far one of the most popular social platforms for influencers, and you can identify potential influencers by looking at the comments in the positive mentions feed. If you’re feeling up to the task, you may even be able to change the mind of influencers who have left negative comments.
Before reaching out to any influencer to talk about partnering together, take time to vet them. Any influencer you choose to work with needs to have a high engagement rate – regardless of the size of the following. The more engagement in terms of reactions and comments (real, meaningful ones) you see, the more their audience is paying attention. The larger the audience, the less engagement influencers typically get, so don’t be afraid to give smaller audiences a chance.
Leverage Customer Feedback to Improve Service
Sentiment analysis makes it easier to find out what people like and don’t like about your brand, products, and services. It also helps you see what people think from the moment you launch something new – whether it’s a new campaign or a new product.
If you find a generally positive sentiment in regards to the new product, celebrate it and show your appreciation. If you’ve recently redesigned your mobile app and find that most people hate it, get ready to change it. Customer input may not always be what you wanted to hear, but it’s critical to respond to what they say so you can learn more about what they want – then give it to them.
Using sentiment analysis can help you get a consensus about what your customers are thinking so you can take action on relevant suggestions. For example, you can use customer feedback to inform future product designs by making improvements to the features they didn’t receive well and enhancing the features they love.
When you start using sentiment analysis to get a better look at the way people feel about your brand and its products or services, you’ll be able to make your marketing budget work harder for you by making smarter investments with your resources.
Social media can be a beast at times and leave you and your team frustrated. There are some methods that work for one group and others that work for another. Sometimes, you just have to experiment and take notes on what works and what doesn’t. But what if you’re stuck on where to start?
Take a look at these six ways to engage your audience on social media to help you get started.
Use Hashtags to Build Comradery
Hashtags are extremely popular and have a dual purpose. You can search a hashtag on any social media platform and see what others are saying while using your hashtag. Every business should already have a main hashtag (ie: #sachsmarketinggroup) and create specialized hashtags for major events, contests, or changes in business.
Let’s say you have a donut delivery business and you plan to release a new donut in September. You can create a lot of engagement on social media if you use a hashtag designed for that release (such as #WheresTheDonut2019 or #DonutSurprise92019). When creating a specialized hashtag, search for that hashtag to see if it is already being used and if you can tweak it to make it yours. Continue to use main business hashtag alongside the event/promotion-specific hashtag so that people who discover you through the promotion can easily find out more about your brand.
Use Live Videos to Your Best Advantage
Creating video content is one of the best ways to get social media engagement. Video should be a part of any marketing plan, but it’s even better if you can include live video. Live videos air live on a social media platform (YouTube and Facebook are the popular options) and allow you to see comments posted as you move through your script.
It’s best if you have a script, or at least a general idea of what you plan to cover before going live. Practice can help you figure out how to speak naturally without getting flustered, which is important if you have a fear of public speaking or are camera shy. If you have a script, you definitely don’t want to read from it during the live event – it’s just meant as a guide to help keep you on topic.
What are live videos good for? Product line release parties, introducing new members on your team to your audience, contest and winner announcements, and good content encouraging a call to action. If you want to see how others have used a live video for sales, look for lives featuring the Paparazzi Jewelry line. The men and women who sell the jewelry on live videos have seen major sales increases and were some of the first people to use lives to sell items.
Use Tools for Better Engagement
One of the hardest things many businesses struggle with is the time factor. Live videos will require a specific time frame that you can schedule in, but the rest can be automated. There are plenty of automated tools that will post your content across a wide range of social media platforms. Automation is every marketers friend because it allows you to keep a steady flow of content going without any additional work.
This is especially helpful if your audience is spread out across time zones or primarily in a time zone different from your own. It is also extremely helpful if your business will be closed for long holidays or other special circumstances. It’s particularly useful when you’re a one-person team, or your team has other priorities to focus on.
Be Responsive to Comments on Content
Whether it is a blog post, Facebook review, or a comment on an Instagram post, always make time to be responsive. You want to nurture the positive comments so that people feel like they can speak freely with you. You also want to tackle any negative comments to curb any issues.
It is always worth investigating every complaint, even if the complaints are unfounded (some people refuse to be happy). It is especially important to respond to feedback about any campaigns that are well-received or not. While some people can be particularly ferocious when it comes to a campaign that triggers heavy emotion, those are the comments you will not want to respond. Vicious commenters are usually the ones you don’t want to engage because they are soliciting for an online argument. Save the energy for those that are respectful and to the point.
Contests and Giveaways Are Your Best Friend
If you are struggling to gain new followers or even getting your audience to engage, a contest or giveaway can fix that quick. People love contests and giveaways and are willing to do a few steps in order to win. You can require that they visit the landing page and then a pop up shows up so they can include email and name information. If they want extra entries, they can fulfill other tasks. Blog posts on their website, following on Twitter/Facebook/Instagram, or sharing the contest announcement are few great ideas you can start with.
Offer just two or three extra entry options. Offering too many will overwhelm people and cause them to skip entering the contest. As they spread the word about your contest, more followers are likely to join in and take the time to learn more about your business. If you keep the engagement up and quality content flowing, you will retain a majority of the new followers. Always be sure to learn about the guidelines for running contests and giveaways on any social media platform to keep your accounts in good standing.
Share Content That Is Relevant To Your Audience
The general rule for content on social media is that only 20% of the content you share should originate with you – and not all of that content should be promotional. Social media isn’t about tooting your own horn. The remaining 80% of the content you share should come from other sources – but still be relevant to your audience. You want to establish yourself as a source of credible information, not as a constant sales pitch.
Social media engagement doesn’t happen overnight. Constantly test and experiment, focusing your efforts on what your audience responds to the best. You can always ask them what kind of content they’d like to see more of, then make an effort to give it to them.
Looking at your website analytics, you see there’s plenty of traffic coming in, but that nice chunk of traffic isn’t showing in your conversions.
What is the problem? Chances are, it’s the most important element of your site – the call to action (CTA) button is the offender.
The good news is, you don’t need some magic spell to make your visitors convert. All it takes is applying some basic principles, testing the results, and then refining according to what works best.
Take a look at these strategies to help you increase your conversion rate.
CTA Strategy #1: Follow the KISS Principle
KISS stands for Keep it Simple, Sweetie. When you give visitors too many choices, you overwhelm them, which in turn kills your conversion rate. The more choices a visitor has, the higher chance they have of becoming distracted and moving away from the action you want them to take. By simplifying everything, you make it easier for people to see how to take action.
Ways to simplify the CTAs on your site include:
Removing navigation menus from the landing page
Including a single CTA
Making the CTA Clear – using copy and layout
CTA Strategy #2: Personalize it
At this point, you’re driving plenty of traffic. You’ve simplified the landing page and you have a clear CTA. What else can you do to boost your conversion rates?
You can personalize your CTA button text. Rather than “free download” for your free report, you can change it to something like: “Show me how to….” where the text after “how to” refers to the content of your report.
So, how can you do it? Think about your target clients. Think about the value that your download or product offers the audience.
To personalize your CTA:
Focus on the value you’re offering customers. What’s in it for them?
Tell your site visitors why they should want to take the action you’re trying to get them to take.
CTA Strategy #3: Use Color
Before your audience can convert, you must have their attention. Tell the audience where you want their eyes to go by using a powerful CTA – in terms of colors, shadows, gradients, fonts, and kerning.
Ultimately, there’s no single answer as to the best color you should use for your CTA button. One thing we do know for sure is that you should not use black, white, gray, or any muted color. Why? Because these are not bright enough. They don’t stand out from the background, and won’t grab attention. If you’re not careful, the use of color in your landing page may even steer the vistor’s eyes away from the CTA.
So how can you decide the best color to use for your CTA button? Much of your decision should be based on the current branding and colors you’re using. It must be a color that stands out from the background, but doesn’t clash with it, and it should grab attention.
If you want to see if a certain color grabs attention, use a tool like ButtonOptimizer to create multiple buttons. You’ll use the glance test to see which one grabs your attention.
Once you’ve created all the buttons, lay them all out and look at them for a second, then see which one is most noticeable.
You can test the color of your CTA button to see how it affects conversion rate by leaving all other elements on your page the exact same. Test multiple colors to determine which one has the highest conversion rate.
CTA Strategy #4: Stay on Message
Clarity is crucial. Give your site visitors a reason to take the desired action. If you’re trying to get them to subscribe to your newsletter, offer a free report or something of value in exchange. If you’re trying to get them to shop in your store, offer a discount for first time customers, or a free trial of your product.
Make sure the CTA is direct – telling the user exactly what it is you want them to do. If you want them to join your mailing list, use something like, “Subscribe Now” and if you want them to shop, “Shop Now” is fine.
You should always start your CTA with directive words, such as order, buy, or subscribe.
Now that you have an idea of what you should change on your landing page and the difference it can make, you can make those changes on your site to see how it affects your conversion rates. Test one step at a time with your new CTAs and run split tests to see what works. If you change the copy along with the button color at the same time, it will be hard to determine whether it was the color change or the change in copy that made the difference in the conversion rate. Testing a single element at a time will make it easier to develop the “perfect” formula for what works best for your audience.
Test positioning of the CTA on the page, the copy around the button, the color, the copy on the button, and even the offer itself. Run each test for at least a few days to a week so you can be sure to get enough data to see what works best.
Once you identify the winners from each test, combine them all together and measure the results. You can continue to test and refine until you are happy with the outcome.
Last month at Google Marketing Live, Google revealed updates for bidding controls in Google AdWords. Marketers should see those become available over the coming months as they roll out. Let’s take a closer look at what the new options are.
Set Conversions at Campaign Level
Until now, you’ve only been able to set conversion goals at the account level. Being able to set conversions at the campaign level allows you to fine-tune your approach. For instance, if you have campaigns where a download is the desired action, and other campaigns where requesting a demonstration is the conversion goal – it’s hard to track with the current setup. Once the new feature rolls out, you’ll be able to assign distinct goals to their corresponding campaigns, so you’ll be able to use conversion-based smart bidding strategies and have better conversion reporting.
You’ll also be able to group conversion actions into conversion action sets to apply at the campaign level.
Smart Bidding is a group of automated strategies that use machine learning to optimize for conversion or conversion value in all auctions. In order to use Smart Bidding, you must have conversion tracking enabled, unless you’re suing ECPC with Display campaigns. You have different ways to track conversions, so it’s important to be sure you’ve set up conversion tracking correctly for the type of conversion you want to track.
If you want to track multiple kinds of conversions, set up a different conversion action for each type of conversion you want to track. It’s also possible to set up multiple conversion actions for each source. For instance, you can set up an action to track purchases on your website, along with another one to track newsletter signups.
Google introduced the “maximize conversions” bidding strategy in 2017. Now, it’s expanding on that strategy to add “maximize conversion value.” The maximize conversions option aims to generate as many conversions as possible within your budget, the new strategy aims to optimize to get the greatest conversion value within the budget.
The available contextual signals to use with smart bidding are:
Weekday and Time of Day
Demographics (Search and Display)
Search Network Partner (Search Only)
Web Placement (Display Only)
Site Behavior (Display Only)
Product Attributes (Shopping Only)
Mobile App Ratings (New Feature Coming Soon)
Price Competitiveness (New Feature Coming Soon for Shopping)
Seasonality (New Feature Coming Soon for Shopping – More Below)
Conversion Rule Values
Values will appear within the coming months to allow flexibility in assigning values to each of your conversion actions. You’ll be able to set the conversion value rules based on factors such as audience, location, and device.
Seasonality Adjustments with Smart Bidding
Current smart bidding strategies already aim to account for seasonal spikes in ad campaigns. But, smart bidding for shopping campaigns will add seasonality signals, as well as price competitiveness. Google will offer an option to fine tune seasonality adjustments in line with your own promotion calendar. This means you’ll be able to schedule adjustments as aligned with your promotions to address higher conversion volume.
We’ll first see seasonality adjustments roll out for Search and Display, and later this summer, we’ll see them become available for Shopping ads. This data informs Google’s conversions predictions model, so you’ll only have this option when you’re using conversion-based bidding strategies.
Why This Matters
Google AdWords still allows for manual bidding, but Google has been downplaying this ability for a while now. According to Google, more than 70% of their advertisers are now using automated bidding. In this case, Google is giving their users more controls. The new features are meant to allow advertisers to fine-tune based on their own goals when it comes to using smart bidding strategies.
Of all these updates, the campaign-level conversion settings are likely the most significant, but all of them offer increased flexibility so you can tailor your conversion and bidding strategies to your specific business objectives surrounding each of your campaigns.
While it may take a few months for all of the new features to roll out to all AdWords accounts, these additional features and controls give us greater flexibility to adjust PPC strategies as needed for our business goals. Ultimately, this allows for better use of budget and should provide a higher ROI for those who use it correctly.
If you’re interested in learning more about how you can use Google AdWords to grow your business, but would rather not administer the account yourself, let’s talk. The team here at Sachs Marketing Group specializes in running PPC campaigns so all you have to do is discuss what your goals are, and we handle the rest.
The Hamburger Wars have been going on for decades – ever since Burger King hit the scene in 1954 McDonald’s was first franchised in 1955. Companies like Wendy’s and Burger King have been competing against McDonald’s to keep customers happy. Burger King has been facing off with McDonald’s for a long time – but this time – they’ve done something amazing.
Over the past few years, Burger King has built a reputation for itself. The brand has done an impressive job using creativity to grab attention and build love (and loyalty) for the brand.
Burning Stores, McWhopper, and Google Home of the Whopper are just a few of the campaigns that were talked about widely – giving the brand billions of impressions and helping to revamp the brand. They were successful in driving customers into the stores, but the main focus was to make the brand “cool” again.
Burger King’s real hit campaign, the Whopper Detour, marks a defining moment for the brand and their marketing. Burger King’s global Chief Marketing Officer tells AdWeek, “There’s a clear ‘before’ and an ‘after’ when it comes to the Whopper Detour. This campaign marks a turning point in our marketing and shows what we believe the future of great creativity might be – at least for us.”
A Closer Look at the Whopper Detour Campaign
In December 2018, BK launched the Whopper Detour campaign. From December 4th until December 12th, customers who downloaded the BK app and went to McDonald’s could unlock an offer that allowed people to purchase a Whopper for a penny. It was done as part of the mobile app (available on Android and iOS) relaunch that included features to order and pay in advance.
It was a way for people to order Whopper sandwiches at McDonalds. The brand went so far as to say, the brand turned more than 14,000 McDonald’s into Burger Kings… sort of.
How the Promotion Worked
The promotion works by geofencing McDonald’s locations across the country. If a guest inside one of the restaurants had the BK installed on their phone or tablet, (or within 600 feet of one of those locations) the app unlocked the Whopper Detour promotion.
Once the customer places the BK order, they were “detoured” from McDonald’s and directed to the nearest BK location to pick up their burger. Each registered BK app user could redeem the promotion once.
The technology used in the campaign isn’t new. Geofencing and mobile order and payment has been around a while. It’s not particularly easy to convince people to download apps from fast-food brands, especially the burger chains. BK, along with many other brands, couldn’t get people to download the app even when giving products away.
The Whopper Detour increased BK mobile app sales 300% during the nine-day promotion, and by 200% ever since the promotion ended. The campaign sent the BK app from 686 to number one in the app store, across all categories in both Android and iOS. It also drove the highest amount of foot traffic – people visiting the restaurant – in four and a half years.
How Did it Happen?
What started as a crazy idea that bent the rules of direct marketing and eCommerce technology became something with scale and long-time impact.
The campaign took about a year to develop, evolving over time – which is something the brand says they see in all of their best campaigns. It took a large team of people to pull it off, involving a technology team and several tech partners. The entire app, which had been newly updated to include mobile order and payment, had to be recoded to work well with geofencing. That meant geofencing more than 7,000 BK restaurants in the United States, along with all of the McDonald’s locations in the U.S., of which there are more than 14,000.
Here, you see the power of a big idea and what it takes to make something different happen, along with why creative partners such as advertising and marketing agencies are so important. Big creative ideas will blow through trends, programmatic advertising, and AI any day – and there are a lot of people out there who seem to forget that.
It’s important to keep a focus on the big idea. Use creativity to grab your audience’s attention and build brand loyalty. This way you’ll build it today and be able to scale it through to tomorrow and beyond. What Burger King did wasn’t a one-location, one-day stunt. That’s not what got people talking about it. It was the scale at which it launched that got the buzz going.
As marketers, it’s important to learn from the success of others. The mobile phenomenon and geofencing technology allows you to advertise to customers based on their location, no matter your industry. Gyms could start sending deals, such as “Join now and your first month is $1” as soon as they set foot in the competition’s location. Car dealerships could promise to find the vehicle someone is looking for, for a cheaper price the second they see that someone has set foot on another lot.
The technology BK used to troll McDonald’s is available to anyone. It allows you to market any time, and anywhere to highly targeted customers. But, use it well, and you can steal customers from your competition, too.
Sachs Marketing Group is a local SEO company with offices in Westlake Village, California. We conduct our services 100% in house with no contracts and enjoy near 100% client retention. We offer complete search engine optimization services focused on getting your website found in search engines. We don’t hide from our clients and pride ourselves in maintaining complete transparency in our work. In fact, we give our clients access to an online workflow account created to allow our clients to essentially look over our shoulders and monitor our daily activities, progress, and reports.
This year we are excited to announce that the B2B ranking and review site, Clutch, has named Sachs Marketing Group among their premier local SEO companies of 2019.
To provide context, Clutch is a ratings and reviews platform based in Washington, D.C. that evaluates technology service and solutions companies based on the quality of work, thought leadership, and client reviews.
Unlike similar sites, reviewers on Clutch cannot simply publish short testimonials that have the potential to be subjective or misleading. Integrity and reliability are at the forefront of Clutch’s review process, as their analysts speak directly with our clients over the phone before posting a review to our profile. The feedback elicited dives deep into the full scope of a collaboration to understand not just the services provided and results, but also the nature of team dynamics, project management, and other similar factors. Check out one of our most recent review summaries below!
We’ve really appreciated the time our clients have spent to provide feedback and their insights have been applied for the purposes of continually improving our business!
Along with our spotlight on Clutch, make sure to check out our portfolio featured among top local SEO firms on the Manifest, Clutch’s content-driven sister site, aiming to make the B2B buyers’ journey easier.
In addition, we are pleased to share that Clutch’s other affiliate site, Visual Objects, has recognized our team as one of the top digital marketing agencies on their platform. Visual objects is a unique review site because it features a company’s creative design work as a primary element of their profile. We believe it is important to let work speak for itself and that viewing past projects is essential to ensure that the style and quality is up to par with expectations.
We would like to extend a sincere “Thank You” to all of our satisfied clients and Clutch for help building an online reputation of trust and commitment for our business. It is no secret that a strong SEO strategy is an essential aspect of every business. Thankfully our team at Sachs Marketing Group is here to make your companies’ digital transition as seamless as possible. In all, this achievement puts us at the forefront of the industry, and we’re confident that our team will continuously grow and work hard to maintain this reputation!