All too often, we hear brands claim that Facebook advertising doesn’t work for them, but do you want to know a little secret?
Every brand can sell on Facebook.
What separates those who thrive on the platform and those who can’t muster a single conversion is a sales funnel.
Remember, nobody logs onto Facebook to shop – users are here to connect with friends and blissfully scroll through memes. The low buying intent is what makes Facebook advertising so different from the likes of Google and Bing.
Jumping in gung ho with offers before the user knows anything about your brand is a recipe for disaster.
Because you are introducing your brand/product/service to a pool of completely new users, it’s unlikely that they will purchase straight away. Instead, you must capture interest and nurture them towards your goal.
We admit it, “Facebook Ads sales funnel” does sound a little complicated, and it’s this apparent complexity that makes novice marketers take the easy route and pin their hopes on a solitary ad.
Of course, more adverts equals a higher cost, but believe us; you get out what you put in. It’s impossible to expect an audience that has never heard of their brand to convert at the first opportunity.
Facebook Ad sales funnels begin with a general audience and use retargeting to deliver campaigns to an increasingly warm pool of leads. The idea is to create targeted campaigns depending on where the individual is in the buying journey. As the person channels through, they move closer to your desired action, whether it be to enroll in a plan, purchase a product, or attend an event.
The sales funnel has three main stages:
At the top of the sales funnel are individuals who don’t know anything about your product or brand and have never interacted with your content.
They can’t move through the sales funnel until they’re in it, so the first step is to create a target audience.
Thankfully, Facebook benefits from being exceptional at targeting. With Facebook ads, you can be as specific as you like in terms of interests, behaviours, and demographics. Perhaps you want your ad shown to females aged 20-30 who have a dog and like to run, or maybe you simply want to reach dads in New York.
Whatever your audience, once you have one finalized, it’s time to create an advert to raise awareness.
Remember, these individuals have never heard of you before, so immediately pushing them to purchase or sign up for something is a tad hasty. Instead, you need to introduce your brand subtly.
The goal here is to make your audience familiar with your brand and maybe even get them to interact or visit your website.
In the middle of the sales funnel are individuals who are familiar with your brand and have interacted with your content, but haven’t yet expressed an interest in your product or taken a deep-dive in your website.
It is at this phase that Facebook Ads really comes into its own, with a feature that allows you to retarget custom audiences.
You can refine your audience by targeting the individuals who engaged with your first post. Such individuals might have clicked through to your Facebook Business page, watched at least ten seconds of your video, or liked your post.
This pool of engaged individuals is now aware of your brand and has a higher buying intent, but they need to be convinced why your product is needed. It is here that you craft a post that lists your product’s special features, highlights the pain points your product solves, and answers objections they have.
The goal in this phase is to prove to users why they need your product.
The bottom of the sales funnel is where the magic happens, and where your hard work pays dividends. Ideally, the first two steps will have set you up for an easy finish, and now is the time to convert your hot leads into paying customers.
If you have attracted the right audience and formed a strong relationship, getting individuals to convert should be relatively straightforward. Individuals who have made it this far down the sales funnel are on the edge of converting. Chances are, you just need to give them a little nudge.
This is your opportunity to retarget individuals again. But this time, you can remarket to those who visited your site and viewed products but did not complete a purchase.
Here, at the bottom of the sales funnel, customers seek reassurance from online reviews. As such, your advert should feature some social proof like success stories, stats, or testimonials.
To bolster your attack, run adverts with timed special discounts, e.g. “20% off your first order. Ends today!”. This incentivizes the purchase and creates an urgency to act immediately.
At Rank Media Agency, we believe that every brand can sell on Facebook. We use a carefully considered combination of organic posts and Facebook Ads to lead potential customers through the sales funnel.
All of our work begins with a well thought out strategy, from which we develop campaigns that speak to your audience at a lower cost per conversion.
In the past month, our social media gurus have led home automation, female apparel, and outdoor accessories companies to a 236%, 1366%, and 1799% return in ad spend respectively.
Get in touch to find out how we can improve your conversions and boost your company’s sales! Call us today on 1-800-915-7990.
Instead of setting out to write yet another 2,000-word blog post, when was the last time you retouched and updated older content from years gone by?
Many companies religiously pump out reams of new content to improve SEO, and who could blame them? Writing fresh content is what most marketing beginners are taught as a sure-fire way to SEO success.
But, while their intentions are in the right place, new content isn’t always the solution.
If you continue to force out content, you’ll have too many blog posts targeting the same topic – and chances are, they’ll compete with each other on SERPs, which is a recipe for disaster.
So, instead of writing 20 different pages that focus on the same search terms, it’s better to have a handful of all-encompassing posts that provide mega value to the reader.
An excellent blog post that you wrote back in 2014 might have driven plenty of organic traffic at the time. But as the years go by, the competition will target the same fruitful keywords and write similar content.
Before you know it, your article is overtaken by up-to-date content filled with infographics and video. Frustrating, right?
Well, just like other areas of your business, your content has a lifecycle. After all, 4.4 million blog posts are published every day. It’s only a matter of time before a competitor competes with your high-ranking post.
When your old content starts its decline, the answer isn’t to write an entirely new article. Instead, why not revamp and modernize the post you’ve already written? Not only can this be equally as effective, but it will also take you half the time!
Content revamping is all about working smart. And no, it’s not just adding more words.
You can introduce new keywords, edit the meta description, change headings, and add new images and infographics. Once the post has been fully revamped, update the publish date, and fetch the URL so that the search bots will treat the post as fresh new content.
When your existing content isn’t ranking on SERPs – at least on the first page – it’s clear that something needs to be done. There’s no chance you’ll be capturing optimal traffic if your blog post is found in the depths of page two or further down.
A tweak to the content and keywords can be all that’s needed to prop your page up the listings.
Using Google Analytics, you can explore all the stats that matter. The data on Google Analytics will give you a clear picture of how your old content performs and whether a revamp is necessary.
Like we mentioned before, your content has a lifecycle. With Google Analytics, you can see exactly where your content is in the cycle. If you can see the click-through rate is decreasing, the bounce rate rising, or the number of conversions lowering, it’s time for a revamp.
If you do nothing, the post will continue to freefall and not generate any value to your website.
A content revamp can also be in order when you want to pursue a different goal and target a different audience. If this is the reasoning, a lot more strategy is required.
Depending on the goal you want to achieve (more traffic, more subscribers, more conversions, etc.), you will need to revamp your content in a certain way. This could include packaging an article as an ebook that captures the email address of visitors.
Not every existing blog post is worthy of an overhaul. You want to focus your attention on pages that aren’t reaching their full potential. Perhaps a page is teetering on the edge of Google’s first page and needs a bump to the high volume visitor rankings.
On Google Analytics or Google Search Console, you can see which pages convert well and bring in the most traffic. At first, focus your revamping efforts on pages found on the second or third page of Google or those that have seen a decrease in clicks in the past six months.
Moving up just one spot in search results will increase the click-through rate by 30.8%!
As time goes by, your focus keywords change. You might think that the keywords your content is already targeting are enough, but fresh keyword research can give your content an extra push.
Using SEMrush, you can see which keywords your content already ranks for and pick out the valuable ones with high search volume.
Maybe your page is in the 15th position for a search term that has thousands of monthly searches. It’d be well worth getting onto the first page for this keyword, don’t you think?
Once you’ve identified relevant target keywords, add them in — but don’t stuff the page. Only use additional keywords where it makes sense. Don’t forget to hyperlink these keywords to other relevant blog posts you’ve written, and incorporate them into headings and subheadings.
If you want to go the extra mile, it’s worth looking into long-tail keywords. Long-tail keywords are great for finding content ideas for new sections of text. The average Google first page result contains 1,890 words, so beefing your content up with some new content sections might be needed.
Fix broken links: Internal and external links that direct to 404s can severely impact your content’s ability to rank. Scan for broken links and then replace them.
Did you know that over 70% of people who reach a 404 page will immediately exit and not return?
New external linking: Depending on how old your content is, there may be updated research or fresh resources for you to link to. Google gives you a big thumbs up when you link to useful websites.
Optimize images and video: Assign alt-tags to all of your images and resize them to below 100kbs. Large media files can slow down page load speeds, which is a big no-no from Google and will harm your bounce rate.
Add new types of content: When visitors enter your page, are they greeted with uninviting blocks of text? Adding images, gifs, and videos can make the content more digestible and give you extra points from Google. Content filled with different media usually gets more links and shares, which can further improve your rankings.
Canva is a useful tool for creating engaging infographics and visuals in minutes.
Add Keywords: Naturally, add your primary keyword throughout the body of the text, but do not overstuff! Keyword stuffing raises a red flag, and you’ll be penalized accordingly by Google. The primary keyword should be in the title, meta description, URL, H1, and first paragraph for the best chance at ranking.
For secondary target keywords, you want to include these in your H2s and H3s and mention them at least once in the subsequent paragraphs.
If your page is sitting pretty in a healthy SERP position but isn’t getting the traffic it deserves, maybe your title and meta description need strengthening. Review your title and meta description and compare them with your competition.
A title that sparks curiosity and an informative meta description that gives the searcher the information they need is enough to get a click-through. There are clever tricks to make your title more appealing. Use the Headline Analyzer tool to see if your title ticks the right boxes.
Pages with a meta description get 5.8% more clicks.
Titles containing a question have a 14.1% higher CTR.
Titles with between 15 to 40 characters have the highest CTR.
E‑A-T stands for expertise, authoritativeness, and trustworthiness, and is a direct ranking factor.
E-A-T isn’t essential to every industry, but if your business could impact the visitor’s health, financial stability, or safety, it is a factor you should be aware of. Example businesses include those in the medical, finance, nutrition, and news industries.
To improve and better demonstrate your E-A-T, make your content shareable so that you receive backlinks from authoritative websites, keep the content up-to-date and factually correct, and add a FAQ section.
Once you’ve revamped your old content, you needn’t sit back and wait for Google to return to your site and recrawl it. Go to Google Search Console and resubmit the content for immediate crawling!
The time frame can range from website to website, but in specific scenarios, Google’s bots will crawl the page the very same day! In a matter of days or hours, your content will be reindexed, and you’ll be able to see the rewards of your content revamping!
Need help creating or optimizing pages for the terms that matter most to you? Give us a call at 1-800-915-7990 to speak with one of our SEO experts and learn how to get more traffic.
When the time comes to set up your first Google Ads account and launch a campaign, there’s plenty to get your head around, especially newcomers.
After spending time getting to grips with the puzzling platform, you might think you’ve got everything in order.
Ad copy? Check!
But, there’s one final hurdle to contend with: match types.
Most entry-level marketers skip this step, opting for Google’s default match types, which is so often the downfall to ad campaigns.
This article is an important guide to using match types to make your budget go further and generate some extremely valuable clicks. It can seem a little confusing at first, but believe us; it’s worth learning.
Simply put, the match type determines whether a broad audience will see your ad or if it will only be shown to a select few. Your choice of match type tells Google how closely you want to match an advertisement with a keyword.
For example, if your keyword is “Women’s Top,” do you want Google to show your ad solely for “Women’s Top,” or would you prefer your ad also show for similar terms, such as “Women’s Blouse,” “Women’s Shirt,” and “Ladies Top”?
The broader the keyword match, the more people your advert will reach. Conversely, a narrow keyword match has the potential to capture more targeted searchers.
Google Ads offer 4 keyword match types: broad match, modified broad match, phrase match, and exact match. If you don’t know when to use which one, you could be wasting your budget and missing out on clicks.
So what are the differences between each match type, and how should you use them?
Broad Match is Google’s default setting, and, as such, is the most widely used match type by entry-level Google Ads users.
But just because it’s the default setting, it doesn’t mean it’s always the right choice. Consistently using the default setting can be problematic once you understand how this match type works.
Broad match casts a wide net and reaches the largest audience – showing your ad to people who search for all kinds of variations of your keyword, as well as your specific keyword.
For example, if your keyword is “basketball shoes,” Broad Match may target relevant phrases, such as “men’s basketball shoes,” “basketball trainers,” “basketball equipment,” and “cheap basketball shoes.”
Indeed, Broad Match puts your ad in front of more eyes, but a lot of these impressions are from irrelevant traffic, which can negatively impact click-through rate (CTR) and cost a small fortune.
Amongst the useful search queries Google suggests, there will almost certainly be a handful of suggestions that are not relevant. For the same keyword as above, Google might suggest “designer basketball shoes,” “tennis shoes,” and “sports trainers.”
You can restrict that reach of Broad Match by setting negative keywords that tell Google what queries you don’t want your ads to show for.
Modified Broad Match is the middle-ground between Broad Match and the more targeted match types to come.
This match type lets you be more selective in the queries that will trigger your ad by assigning a ‘+’ to specific words in your keyword phrase. When you add ‘+’ to a specific word, Google will only show ads for searches containing that word.
This allows you to reach a similarly wide audience as a Broad match, but better control the targeted words.
For example, if you use a Broad Match Modifier on the keyword “+bike +shop,” Google can show your ad when a user searches for “bike repair shop,” “bike shop,” or “online bike shop,” but will not display your ad for “cycling shop,” “bike store,” or “bicycle repair store.”
Phrase Match introduces a higher level of control for your ad campaigns – eliminating the unnecessary traffic that Broad Match provides.
With Phrase Match, ads only appear for searches using your keyword in the exact order you entered and close variants.
The critical thing to remember with this match type is that it must be in the exact order. No words are allowed within the keyword, but some additional terms might be added at the beginning or end of the query.
For example, if your keyword is “dog treats,” your ads are eligible to show for other terms such as “healthy dog treats” or “chewy dog treats,” but not “treats for dogs” or “dog chew treats.”
As the name suggests, Exact Match is the most targeted keyword match type. Previously, users would only see your ad if they searched your exact keyword phrase, synonyms, and no juggling of words.
However, Exact Match now includes misspellings, reordered phrases, and when function words are removed, added, or changed. For example, if your keyword phrase is “Montreal hotel,” Exact Match will also include other phrases such as “hotel in Montreal,” “Montreal hotel,” and “Montreal hotels.”
This keyword match type is useful when you’ve identified a keyword that drives conversions. You might not receive as many impressions as Broad Match, but you’ll probably see a higher CTR.
Match type is the tool that controls exactly which search queries you’re bidding on, so, of course, they have a significant impact on your ad performance.
It takes time to identify the match type that works best for your campaign; every business is different, and there is no “one size fits all.”
That being said, testing can universally uncover the match types that work for you and which ones don’t.
By running Broad Match, Phrase Match, and Exact Match simultaneously, you can compare the data to see which has the highest CTR and lowest cost-per-click.
Alternatively, you can launch a Broad Match campaign to identify profitable queries and eliminate budget-draining keywords. You can then use this data to setup Exact Match campaigns that isolate the profitable queries into their own ad groups.
We never recommend running pure broad match keywords generally, but there are some exceptions. We like to segment our search campaigns by match type, broad match modified, and exact match. This way, we can discover new keywords with the broad match modified campaigns and then add it to the exact match campaign.
A common mistake we see when people segment their campaigns by match type is that they forget to negative out the exact match keywords from the BMM campaigns. This prevents overlap between the campaigns, which can skew your data.
Starting a PPC campaign is easy, but making it work is the tricky part. That’s where the experts at Rank Media Agency come in. Improving results, driving down costs, and squeezing clicks and profit out of your PPC campaign is what we do best.
When you work alongside Rank Media Agency, you have access to a highly experienced and knowledgeable team. Get in touch to find out how we can help your business today.
Once you know the keywords and phrases your target market is searching for, you can begin optimizing your on-page SEO. That means it’s time to start crafting new pages and editing existing pages to match your audience.
It might sound easy, but there’s a skill to it.
It’s all about creating content that appeals to Google as well as your target audience.
Writing to connect with your audience will be something you’re familiar with, but writing to impress Google – how exactly do you do that?
Well, the truth is, what Google likes to see is staring right in front of you.
There’s no secret recipe; all the ingredients are already there, you just have to look.
Google ranks pages based on hundreds of factors. The pages found on the first page are there because the search engine has determined them to be the best answer to the searcher’s query.
And, most of the time, Google gets it right.
Think about it: how often do you find yourself scouring for the information you need on Google’s page 5?
To emerge at the top of the pile, you need to provide valuable content better than any other page currently found for your target search term. Providing authentic content that your readership loves simply isn’t enough anymore. Google has to love it, too!
To understand what Google likes, and what you need to do to rank for a search term, follow this simple formula:
The quickest way to see what you need to do to rank for a specific keyword is to look at what the competition is doing.
Let’s say you want to rank for “yoga classes in New York”. Simply search the term and look through the top 1-3 organic listings.
As you read and scroll through their pages, ask yourself:
How much content do they have?
How do they display their content (do they use images and videos)?
What do their header tags look like?
How many backlinks do they have?
How many internal links are pointing to this page?
How powerful is the domain?
How fast is the page?
Knowing the answers to these questions means you’ll understand exactly what’s needed to elevate your page above the competition.
Google already gives you the blueprint; you just have to execute it better than anyone you’re chasing. If you create a page with more content, more visuals, and more links than the other pages, you’ll be rewarded!
It can be hard work competing with the top ranking websites for any search term, but properly evaluating what they do well and how you can improve them will pay dividends in the end.
Need help creating high-ranking pages for the terms that matter most to you? Give us a call at 1-800-915-7990 to speak with one of our SEO experts and learn how to get more traffic.
There is no questioning the severity of the current pandemic and Covid-19 will undoubtedly test us all. But, as is the same in any crisis, businesses who bury their head in the sand will inevitably come unstuck, while those who seek opportunities and innovate will make it out unscathed.
It might feel like the control you have is evaporating by the hour, but making the effort to prepare your business for a successful return is the best way you can take back control. In a period where many are standing still, it’s time for your business to up the ante, build your brand, and think long-term.
Despite the stream of new restrictions being put in place to ensure community safety, the good news is that there’s still a lot you can do.
In this post, we’re specifically looking at the fruitful options Amazon provides.
With the world self-isolating and brick and mortar shops closing, online shopping is soaring.
In between watching The Office for the 32nd time and baking another batch of cookies, most are filling their free time with retail therapy. And as the internet’s largest marketplace, Amazon alone has seen a mass increase in traffic and conversions.
Such is the surge, Amazon has added 100,000 new distribution workers across their United States fulfilment centres! For product-based businesses, it’s clear to see the much-welcomed revenue source Amazon can provide through these trying times.
Rank Media is an expert and leader in Amazon marketing and product optimization. We’ve been working closely with Amazon clients for over a decade and pride ourselves on the range of businesses we’ve helped.
Whether you’ve never even used Amazon, or are looking to bolster your Amazon sales in the face of coronavirus, our experts have put together some simple improvements you can make to your Amazon listings:
Make sure your product listings are well optimized. This involves writing unique descriptions, optimized titles, engaging content that ticks the box with Amazon’s ranking algorithm, high-quality imaging, and placing products in relevant categories.
Amazon A+ Content allows sellers to describe product features in an advanced way with detailed descriptions, videos, high-quality images, charts, and custom copy. Did you know having A+ Content can increase conversions from an average of 3% to 10%?
To enable this additional visual content on your product pages, you need to be registered with and approved by Amazon’s Brand Registry. We recommend you do this ASAP to plump up your product listings!
Even if they’re not buying, a great way for consumers to support their favourite businesses through these times is to leave a review. Reach out. You might be surprised to see just how many people help you with a positive review. After all, they’ve got the spare time to do it!
Remember, more than 90% of shoppers say reviews impact their buying decision. So act now! Having some extra 5-star reviews on your product could be the difference between you getting a few extra conversions and not.
Rank Media’s Amazon team is able to support you with more technical Amazon marketing such as Amazon PPC, Amazon SEO, and product optimization. We’re here to ensure your Amazon marketing efforts are in order so that you’re in the best position to hit the ground running through this unprecedented time.
Take care of yourself, take care of your brand, and you will get through this.
If you are interested in bumping up your business’ Amazon performance now and beyond, get in touch with Rank Media via our contact form and we’ll match your needs with the right service.