Be in the Know
3 Powerful Micro-Conversion Strategies for Paid Social
Social advertising is a competitive game. It’s important to take advantage of available capabilities and data to maximize performance. One way of doing that is taking at a look at micro-conversions.
Micro-conversions signal high intent for a user to convert on a primary conversion goal, resulting in a significant improvement in conversion metrics. For paid social, micro-conversions could be time spent watching a video, following your brand pages, or just general ad engagement.
Here are three micro-conversion strategies to look at for your next social campaign:
- Optimize top-of-funnel campaigns for website engagements, not clicks: Decrease your cost-per-landing page view by optimizing for more engagement. To do this on Facebook campaigns, you have to choose landing page actions you’d like to track. Facebook’s Event Setup Tool is an easy way to set up engagement events. Then you can set up tracking on other social platforms by placing tracking tags on each action within your tag manager or your site’s developer code.
- Build High-Intent Retargeting Audiences: You can create audiences based on specific micro-conversion actions to improve bottom-funnel conversion metrics. A great way to do this is to create a website audience based on time spent by a user or specific product views.
- Capture missed leads: Using micro-conversions, you can track users who opened a lead gen form ad or began to fill out a form on your website. LinkedIn and Facebook both have Lead Gen ad formats that automatically track users who open or submit forms. You’re going to have to play a bit with your form open segments, just wait for them to populate in each platform before you can try serving them educational/nurturing content.
Note: You must have the pixel already placed across your website for some of these strategies to work.
Check out the full article by Search Engine Land for step-by-step instructions for managing ads and tracking micro-conversions.
Q for You
Wanna see your branding out in the real world? Be careful what you wish for.
Mockups and renderings can look oh so pretty and stylized. Floating phones. Perfectly crisp posters and billboards. Palm tree shadows over business cards (we still don’t understand that one). That’s not what this resource is about. Fockups knows the world is not a perfect place, and neither are your promo placements. Rain, or shine, or trash, or wind, they are not going to stay pristine. Check out their mockup templates for your next promo test run.
(It’s the cracked screen for us.)
Call the Campaign Experts
Our marketing team is dedicated to delivering your message to the right audience in the absolute best way. Experts in content creation, copywriting, and strategy, our marketing team will build your brand not just customers, but a loyal brand following.
This includes custom paid social campaigns, influencer marketing, full paid media planning, email campaigns, split testing, channel audits, and everything in between.
Talk to Carney about your next campaign launch to see how we can partner up.
Water Boy? No. Water Beast.
Liquid Death is at it again. In their latest ad, they’ve made a new type of athletic brand endorsement deal. Travis Poulson is a professional hydration assistant. He’s an essential part to the team. After all:
No water = dead athletes
no athletes = no football
no football = no America
The logic is sound.
Ads from the PastAds from the Past
1956, Jerry Rothschild