News & Updates
August 31, 2017
So Many Numbers! Which Ones Actually Matter?
Wow, it’s been a while. We’ve been so busy recently with campaigns for clients (and a nice little holiday!) that we haven’t really had much time to write any blogs. We hate when it gets like this, because we’re always preaching to our clients that they should be posting as much original content as possible. But for us it often makes sense for it to take a back seat, every business is different!
When it comes to any form of advertising, there are so many metrics and measures to keep your eye on that it can get quite daunting! It’s important to remind yourself that with online advertising we’re lucky that everything is so trackable! Companies can and still do spend millions on TV ads or billboards, without being able to track a definitive ROI. So what’s the most important metric to watch?
Surely it’s Cost Per Purchase?
Well…no. What if your campaigns aim is to get leads? Shouldn’t it be cost per lead? Well…no! The most important metric in online advertising is Return on Ad Spend: ROAS – and measuring this is often different for every business. But business is business, and if you’re not getting a positive return on your ad spend then you’re not doing it right.
SMR Social’s Key Metrics
Every advertiser has their own methods and strategies, as well as their own ideas of what’s important to measure. Every campaign is different but these are the key metrics that we would recommend keeping your eye on to anyone:
- CPM (cost per thousand impressions)
- CPC (ALL)
- CPC(Cost Per Link Click)
- CTR (ALL)
- CTR (Link Click-Through Rate)
- Cost Per Conversion
- Website Purchases Conversion Value (if applicable)
- Amount Spent
- ROAS (return on Ad spend)
These are the metrics that WE’VE found to be the most important in nearly all campaigns we do. Sometimes Purchases will be substituted with Leads or some other variables depending on the type of campaign we’re running. If you’ve found a different set of metrics are more important to a specific type of campaign that you’re running, then great.
Once you’ve started to keep your eye on all of these metrics, and got an idea for what you expect the metrics to be, you can start to really dig deep and make small tweaks that can have a huge impact on the success of your campaign.
Let’s say you’re selling a product on your website, and your cost per purchase is working out at £10. But your CPM is working out at £30. The chances are that if you’re able to drop your CPM, you CPP will drop too. There are a few ways to drop CPM’s and the first one we always go to is duplicating the ad set. After a certain amount of time most ad sets CPMs raise because of fatigue, so duplicating them often ‘restarts’ things. If that doesn’t work, try using a video instead of a picture.
Have a go and see if you can improve your numbers and increase your Return On Ad Spend!
August 9, 2017
Yes you read that right!
And we couldn’t be happier!
“Facebook says ads with viewing times under two seconds will constitute as those accidentally clicked on.” – thestreet.com
If you’ve ever ran any form of website clicks campaign, on Facebook or anywhere else, you’ll know that a lot of the clicks you get to your website will bounce. Unfortunately, social media clicks are notorious for this! It’s part and parcel of display advertising, and the key is to be clever about how you manage it…but that’s for a different blog post.
What constitutes as an accidental click?
Facebook are claiming that ads with viewing times of under 2 seconds will be marked as accidental clicks, and advertisers won’t be charged. They have also stated that the 2 second time could be raised or lowered depending on test results. This is really good news for advertisers, but what does it mean for your website?
- Loading times need to be even quicker – If you website takes 3 second to load, and someone gives up on 3 seconds…you’ll be charged for that click.
- Pop Ups – You need to think carefully about whether you still want pop ups to appear as soon as someone lands on your website.
- The 2 second rule – If you can convey a message in under 2 seconds so that people who aren’t interested will leave, you’ll save a lot of money!
August 8, 2017
Facebook’s new algorithm means you need a fast website!
Facebook’s newsfeed algorithm decides what shows up when we’re scrolling through our newsfeeds, and it’s constantly being updated to improve user experience. Facebook’s latest change is favouring websites that load quickly on mobile devices. This is because over 40% of people will abandon a website if they wait over 3 seconds for it to load! 3 seconds doesn’t sound like a lot, but in this modern era if it’s not instant it’s not worth it…
Here’s what Facebook said:
“With this update, we’ll soon take into account the estimated load time of a webpage that someone clicks to from any link in News Feed on the mobile app. Factors such as the person’s current network connection and the general speed of the corresponding webpage will be considered. If signals indicate the webpage will load quickly, the link to that webpage might appear higher in your feed.”
What could this really mean
Although having faster loading times for your site can’t guarantee you’ll be higher up in people’s newsfeed, that’s basically what Facebook are saying here. We also think that this is the first change that will favour Instant Articles and Canvas. If only setting up Facebook Instant Articles was as simple as they make out…
Want to increase your website speed?
Here are the 10 recommendations directly from Facebook:
- Minimize landing page redirects, plugins, and link shorteners
- Compress files to decrease mobile rendering time
- Improve server response time by utilizing multi region hosting
- Use a high-quality content delivery network to reach your audience quickly
- Remove redundant data that does not impact how the page is processed by the browser
- Optimize images to reduce file size without diminishing visual quality
- Reduce the size of above the fold content to prioritize visual content
- Use asynchronous scripts to streamline page render time
- Dynamically adjust the content for slower connections/devices
August 2, 2017
Look How Much Our Customers Love Us!
Ok so you can’t go too overboard and in your face with this, unless that’s the style of your brand! But there is a way to use customer/client testimonials in your Facebook/Instagram ads to your advantage.
This would generally be a testimonial about your product or service. Written or video or both (video, video, video!). Then generally a call to action after it. This can do very well for credibility and works especially well for retargeting but can also work great for cold traffic!
If you’re going to use testimonials for cold traffic, you want to use testimonials that cover nearly everything about your product/service. What problem did the customer/client have and how did your product/service solve that problem for them?
Using testimonials to retarget people who have already shown interest in your product/service is a great way to build a little bit of extra trust to get them over the line. Something we REALLY like to do is retarget people who added to cart, but didn’t purchase with testimonials that include details like shipping etc so they feel comfortable ordering.