Listen
Get Your Facebook & Google Ads Back on Track
Advertising is crazy important these days. It’s no longer enough to just “do inbound” and hope customers find you. You need to have a seriously dialed-in digital advertising approach too. We were just talking about this on Friday in TDC’s Facebook Group.
But, dialing in your digital ads is easier said than done. According to research from Disruptive Advertising (at 5:41 of today’s Listen), 76% of ad spend produces zero results. Not one single conversion. But, it’s not all bad news. Jacob Baadsgaard is here to get your Facebook and Google ads on track…right now.
Gonna jump straight to the good stuff:
- (7:04) You should simplify the heck out of your advertising. On Adwords – only focus on the keywords that actually convert. On Facebook – only run ads to audiences that actually convert. We’re talking about conversions, not clicks here.
- (10:38) In Adwords, break your advertising down by device type. You need to have a mobile-specific strategy. Sometimes, it might make sense to turn off mobile ads altogether, or vice-versa.
- (12:15) The secret to improving conversion rate is creating a consistent experience from ad to landing page.
- (16:07) If, for whatever reason, you can’t match your website with your ad, use a landing page SaaS, like Unbounce, to quickly and easily create a great experience. This is so, so important. Don’t just drive traffic to a general homepage.
- (21:56) Jacob doesn’t use many tools outside of Facebook and Google to manage and optimize the ads themselves. Those platforms have tools that are better than any 3rd party solution.
- (23:53) Facebook ads are better for awareness marketing, while Adwords is better for bottom of the funnel ads. Combine both for great results.
To wrap up (really just wanted an excuse to use that gif), if your ad isn’t performing, stop running it. It’s just that simple. Choose a metric for your performance and hold yourself to it.
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Read
7 Components of a Viable, ROI-Based Brand Content Strategy
Nearly every B2B marketer uses content marketing. Okay, maybe that was a little dramatic. But at 89%, that’s a whole lot of content marketing going around. The problem is: only 21% of them said their content marketing approach was successful.
Hmm… somethin’ ain’t right. Why aren’t more marketers getting the goods?
Leave it to Buzzsumo to get to the bottom of it. Most brands are simply unaware of how to build a ROI-focused content strategy.
Today’s Read is here to help change all that by simplifying the process and diving into the 7 components that create a ROI-based brand content strategy.
We’re hooking you up with those 7 components below, but this article is super well-detailed. All the best steps you need to take to build this type of content strategy are provided. Get out that notepad, y’all.
- Establish your Content Differentiation Factor (CDF)—separate yourself from the 1,400 pieces of content being published every minute. What is your standout perspective in your niche that makes you an expert to be “heard” in your space? Communicate it simply.
- Build an in-depth audience persona. It’s crucial that you create audience-centric content, not content-centric content.
- Write a style guide for your brand. Make sure you include these things.
- Develop initial keyword reports. In order for your content strategy to remain ROI-focused, ya gotta position your content so it can be found by search engines. Target the right keywords using tools like SEMRush and KWFinder.
- Core content setup. Where are you going to publish your content? Which platform will best fit your niche? Where will your presence help you meet your content goals?
- Set a content costs budget. If you don’t have a budget, you’re have a damn near impossible time determining your ROI.
- Build an editorial calendar. Creating an editorial calendar is essential if you want to maintain the consistency and organization necessary to develop a high ROI content strategy. Easy-to-use tools like Airtable can help you get organized.
Watch
Baby You Can Drive My Car
Our copywriter, Jordyn, nearly spat out her coffee when she found today’s Watch. Something so eerily familiar about it all…
The ad isn’t marketing anything conventionally “special” or coveted. It’s a homemade video uploaded to YouTube by filmmaker, Max Lanman, to help his girlfriend sell her car.
Not just any car—a 1996 Honda Accord with 140,000+ miles on it. You’ve seen the one. Maybe you even have something similar. No special features. No rear camera. No bluetooth settings. Seat warmers? Psssh… You can imagine how silly this spot is. Downright brilliant, as well…
The ad was produced with such cinematic quality (aerial views of driving along winding roads and all) and an amazing voiceover, that it went viral. Not only does the vid now have over 2 million views, but the eBay bidding, which started at $499, is now at a whopping $150,000 after 114 bids!
Now, that’s how you market a used car…
“If you don’t like what’s being said, change the conversation.”
Don Draper
