May 28, 2012
On Friday morning we held a a digital marketing briefing ran by our specialists to help clients gain a better understanding of how to optimise marketing investments via search engines and social media.
First off we heard all about paid search optimisation, and were told about three key things to remember when planning a campaign:
- Completely understand how your money is being spent and leverage your campaign structure to maximise conversions.
- Decide on goals before your campaign begins, once you’ve got your targets set make sure there is a decent amount of phrase and exact matches to give you better control over the campaign, and hopefully give you higher conversion rates as the audience will be more relevant. Be careful about using broad match as it is known for being the most expensive but with the least results.
- Make sure copy is engaging and calls for action. Automatic bidding will also save much more time than doing it manually, it’s more effective at choosing the best price to make sure you’re not overpaying.
Next up was social ad optimisation and how it compares to search advertising. The key learning was that it is imperative to have best practice when running a Facebook ad campaign. This can be done by having a mixture of different creative executions of the same ad and by ensuring that all ads are targeted to a specific audience as this will give you the highest conversion rates.
Finally we heard about the seven key points to think about when designing a successful Facebook app:
- Content is king – sometimes too much effort is put into making it pretty. The content of the app is ultimately the main reason for a fan to share or like app.
- Simple is best – Facebook is all about instant gratification, engaging visitors in a few seconds will keep them interested enough to stay on your page. If there are too many barriers to entry or an overload of information, their typically short attention span will lead them elsewhere.
- Don’t hide content – your messaging should be apparent, too much clutter will lead to confusion, as will having too many pop ups and distractions. Likegates are fine as most people expect to have to like a page in order to use the app, but other gates could deter people.
- Incorporate social – the app should make you want to get your friends involved, after all Facebook is about social networking. If your friends have used an app, you are much more inclined to give it a go, so giving lots of opportunities to share will allow for your app to be more social, and consequently reach a wider audience. You need to show how the content relates to the users for instance, ‘you like ‘xxxx’ page therefore you would also be interested in this great app’.
The final three points looked at social and search from a client’s perspective:
- Prioritise goals – make sure the app is in line with your key messaging and goals in order to get the best ROI.
- Continue the conversation – once the competition or game has ended on the app, you should make sure that engagement does not end there. You have their attention, so now make the most of it by either directing them to another app or competition, or add them to your email marketing list.
- Learn from every application – test certain styles as some work better for particular audiences than others. For instance if a ‘pet photo contest’ app is very successful, why fix what isn’t broken? Make a ‘Valentines pet photo contest’ next followed by an ‘Easter pet photo contest’ for example.