11 Simple Facebook Ad Tips to Drive More Conversions via @hoffman8

11 Simple Facebook Ad Tips to Drive More Conversions via @hoffman8

Facebook Ads is easily one of my favorite platforms to run ads across the entire customer journey. There are so many targeting options and placements – the opportunities are endless. Done right, you can prospect, re-engage, and convert in a cost-efficient way. Here are 11 tips for driving more value with Facebook Ads. 1. Leverage Audience Insights to Identify Targeting Options One quick and easy way to identify audience targeting ideas is to analyze the audience insights from your Facebook page. (The exception is if you have ever purchased followers, because then the data is flawed.) Your audience insights can give you a sense of the demographic makeup of your […]

Why & How to Leverage Video Ads in the Wake of COVID-19 via @hoffman8

Why & How to Leverage Video Ads in the Wake of COVID-19 via @hoffman8

COVID-19 has created unique challenges for consumers and businesses alike. Businesses are looking for inexpensive ways to tap into sales. Consumers are seeking out content, now more than ever – for various reasons. Video just might be the intersection where those worlds collide. If you’re a brand or an agency, and you haven’t leveraged video in the past – now might be the right time to give it a whirl. Let’s talk about why and how video can be more impactful now than ever. People Are Seeking Connection, Which Is Driving Them to Video Content The pandemic has left many folks in their home with limited contact with friends and […]

SMX Overtime: How to run effective top-of-funnel search campaigns

SMX Overtime: How to run effective top-of-funnel search campaigns

SMX Overtime is part of our SMX speaker series from SMX presenters answer questions from attendees on a variety of topics. In February, I had the pleasure of speaking at SMX West about the ins and outs of top-of-funnel search campaigns. Since then, I’ve had a few follow-up questions come in, which I’ve answered below. What kind of micro-conversion do you recommend for top-of-funnel? There are so many good options for top-of-funnel micro-conversions. Think of micro-conversions as a way of delivering information and there are so many different ways to do that. The “best” way is going to depend upon your audience. Who are you trying to reach and how […]

Paid search marketers can find success with top of funnel campaigns

Paid search marketers can find success with top of funnel campaigns

Most marketers view the funnel as including the following stages: Awareness, Consideration, Preference, Purchase and Post-purchase (client retention, upsell and advocacy). Paid search is often thought of as being really low funnel – and it absolutely can be! But it can also span up the funnel and, when done correctly, can even rival other top-of-funnel channels. Top-of-funnel usually refers to the Awareness stage and can even include parts of the Consideration stage. In the Awareness stage, folks are feeling symptoms of a problem and may not have even been able to put a name to a problem yet. In this stage, they’re still gaining awareness of whether this issue affects […]

8 Ways to Drive More Calls – & Better Call Quality – with Paid Search via @hoffman8

8 Ways to Drive More Calls – & Better Call Quality – with Paid Search via @hoffman8

Oftentimes, calls can be seen as more valuable than forms. Form fills still require a follow-up call – in which case a salesperson may or may not be able to reach the prospect. While with a call, the prospect is ready and waiting on the line. Likewise, I’ve heard salespeople mention that they prefer calls to emails and other forms of electronic communication because they are confident that if they can speak to a person on the phone that they can close the sale – and possibly even upsell the prospect. Plus, prospects that are calling are sometimes more likely to have an immediate need versus folks that fill out […]

Holiday PPC Strategy: 11 Steps to Drive Greater Profit This Year via @hoffman8

Holiday PPC Strategy: 11 Steps to Drive Greater Profit This Year via @hoffman8

Winter is coming! You know what that means: holiday season is upon us. If you haven’t already planned your holiday strategy, now is the time! Don’t fret, we’ve got you covered with the steps that you need to take to ensure that you’re ready to hit the ground running with your holiday efforts. 1. Review Last Year’s Results Performing a post-mortem on last year’s results can be a great place to start. Which channels and campaign types worked that should be revisited? Which creative was most impactful? What audiences performed best? Which promotions drove the most purchases? Where did you outperform competitors? Where did they outperform you? (Customer service? Promos? […]