Similarly to the way you do everything else in the world of business, you must make a plan before executing. Same goes for social media. Creating a social media marketing plan will set you up for success, and will allow you to avoid any social media mistakes. If your business needs help creating a social media plan let us know by contact us today!
Every (smart) business has a website, but not every business gets the desired amount of traffic to their website. Using social media to drive traffic to your website ranges from the basic tactics everyone should be using, to more sophisticated methods that take a little more time to master. For information on this subject please visit our SEO page and feel free to contact us with any questions you may have?
Whether or not you should keep your social media management internal or outsourced is a decision many business, big or small, encounters. It takes time to weigh the pros and cons of the decision to give up the keys to your social media accounts. To learn more about social media management please visit our social media management page.
Skimping out on social media engagement in your social media strategy can pose a huge threat to your company’s social media presence. The 3 steps to doing social media engagement right are being proactive, always listening, and being engaging.
Before creating a new social media profile, run a social media audit of your current social media presence. Social media audits are useful to keep all your social media ducks in a row, such as social profiles and passwords. Contact us today and we would be happy to conduct a free audit for your business.
Mistake #5: Not Bidding on Your Own Brand
A lot of people make the mistake of not bidding on their own brand. They assume that since they already rank for their own brand, they don’t need to advertise for it. That’s one way to look at it.
Another way is to realize that if you aren’t advertising for your brand, other companies will. They’ll use your brand name for an ad group and target your visitors. Yes, you’ll rank first for the organic term, but your competitor may be advertising directly above that result.
Recommendation: In many cases, it makes sense to bid the highest for your own brand since people who are searching for your company are the most likely to convert. You want to make sure you’re at the very top for your own brand name, which means you can spend the most on branded terms.
Mistake #4: Not Trusting Numbers More than Your Creativity
Falling in love with your ad copy can be a problem. You may write some copy and think, “I love this ad!” That’s fine, unless the numbers tell you otherwise.
You should always be testing your copy. You can try two different headline variations, the same headlines but different body copy, or the same copy but a different call to action. Testing different variations will help you to know what works best. Sometimes mentioning a benefit will increase click-throughs and/or conversions. Other times, a different headline will improve your results. You’ll never know until you test.
And once you do start testing, don’t fall in love with any version of your copy. Once you have between 20 to 40 clicks, choose the one that’s getting the best results, which means the highest click-through rate, the highest conversion rate, or the lowest cost per acquisition (CPA), depending on what makes the most sense for your business. Don’t make the mistake of loving your clever copy more than the results you’re getting.
Recommendation: It’s recommended to always be testing. Once you have a winner for one test, turn off the loser, and change the ad copy again. Always try to beat the winner until you’re happy with the results. You may be surprised that this kind of testing can eventually lead to doubling your conversion rates and halving your cost per acquisition.
Mistake #3: Not Using Negative Keywords
Another mistake people make is not using negative keywords. AdWords allows you to use negative keywords as a way to exclude keywords that are not a good match for your product.
For example, if you own an e-retail store that sells designer women’s shoes but not athletic shoes, then you won’t want your ads to show up on searches for “women’s running shoes” but do want them to show up on searches for “women’s shoes.” Thus, you can add “running” as a negative keyword, and your ads won’t be shown for any searches that include the word “running.”
Negative keywords can be added at both the campaign and the ad group level. Thus, if a word should be excluded from only one particular ad group, then you can exclude it at the group level, but if you want it excluded from the entire campaign, then you can do that as well.
Recommendation: In order to find words that should be excluded, you need to dig into Google Analytics since it has more detailed information than AdWords about specific keyword searches. Within Analytics, click on “Acquisition,” then “AdWords,” and then “Matched Search Queries.”
Next, click on “Query Match Type” and then either “broad match” or “phrase match” to view the exact keyword phrases people are searching for and which ones aren’t converting well. Once you find phrases that aren’t converting, take a look to see if a negative keyword can be added to eliminate that keyword from your campaign without excluding terms that are performing well.
Mistake #2: Not Using the Right Keyword Matches
So why does all of this matter? It matters because the type of match you use will have a big impact on your ads. A broad match will deliver more impressions, but it will be more imprecise since it will show up for terms that aren’t a tight fit for your products or the ad.
On the flip side, phrase and exact matches often provide a higher conversion rate, but they can deliver significantly fewer impressions, which means you may not reach as many people as you need to reach.
In some niches, the number of people looking for what you’re selling is low, so if you limit too much with exact matches, then you’re not going to get very much traffic. On the other hand, if you have too many broad match terms, then you may not get a high enough ROI on your ad campaign. The best scenario is to tweak your matches to find what works best for your business.
Recommendation: A good approach is to start with exact matches and then expand to phrase and broad as needed. If you aren’t getting enough impressions and conversions with exact matches, then you can add the terms as a phrase match and eventually as a broad match. On the flip side, if you aren’t getting good results with a broad match, you can scale back to use only exact and/or phrase matches.
Mistake #1: Not Grouping Keywords Correctly
Internet marketers know that using Google AdWords is an excellent way to drive traffic to their sites. Since it can be expensive if not handled correctly, the trick is to manage campaigns to get the highest return on investment.
A poorly managed campaign can cost more than it brings in, but a well managed campaign can keep your store or company in business. It all comes down to how much you know about AdWords and how smartly you can manage your campaigns.
In this post, we’ll discuss the top 10 mistakes people make with Google AdWords. By avoiding these mistakes and following the alternative advice provided, you’ll be on your way to a highly successful AdWords campaign.
Not using ad groups is one of the biggest mistakes people make. Instead of segmenting their ads into groups based around similar types of keywords, they lump all of their keywords into one ad group and show everyone the same ad.
The problem with this approach is that PPC Management 101 tells us that the ad being shown should match the keyword being searched. The closer the ad copy matches the keyword, the more likely people are to click on the ad (and eventually order). Let’s look at an example.
Apple sells several different products. They sell laptops, desktops, tablets, and mp3 players. If they didn’t break up their products into different groups, then they wouldn’t be able to show specific ads based on what people are searching for. They would have to resort to an ad with a headline such as “Buy Apple Products” instead of an ad that matches what people are searching for.
Instead, Apple uses ad groups for each of their products so they can use headlines like “MacBook Pro” or “iPad Mini” when people search for those respective products
If you don’t break up your keywords into different ad groups, then you’ll lump everything together underneath one ad copy. This doesn’t allow you to customize the ad to be a good fit for the term being searched for. The more you break up your ads and keywords into themes, the easier your campaigns will be to monitor and optimize.
Recommendation: The best rule of thumb is to use no more than 20 keywords per ad group. Sometimes you can get away with using a few more, but exceeding a 20 keyword limit is a sign that your ad copy isn’t matching the keyword being searched as closely as it could.