How to Use Facebook Recruiting to Find Top Talent

Did you know that 1 out of every 7 minutes spent on the internet is spent on Facebook?

In fact, Facebook users spend an average of 50 minutes per day on the network. This gives you a tremendous opportunity to find the candidates you need. Ever wondered how?

With Facebook Ads.

Facebook Ads leverages the social media site’s enormous reach and pairs it with robust ad targeting to ensure you’ll reach the exact candidates you need, when you need them. With targeting options ranging from location and interests to education and work history, you can easily define your ideal candidate profile to promote your employer brand, talent community, recruitment events, and jobs to your target candidates.

With all of Facebook Ad’s available targeting options, there’s almost no limit to who you can find. So let’s jump right in with a quick overview of how it works!

 

Getting Started with Facebook Ads

What are your objectives?

When you prepare to launch any ad campaign, the first thing you should consider is your campaign objective. Facebook Ads are no different.

Primary objectives for recruitment ads typically include driving applicants to a specific position, improving diversity hiring, increasing recruitment event registration, building your talent community, and advertising your employer brand. So before you get going, take a minute to think about what you’d like to accomplish.

Define your Ideal Profile

Once you’ve decided on your campaign objectives, think about what an ideal candidate would look like. What is their education level? How many years of experience do they have? Have they worked for specific companies in your industry? Facebook has the best ad targeting capabilities available on the internet to help you find the right candidates.

Let’s dig a little deeper into the criteria you can use for your search:

  • Location:Country, state/province, city, or zip code.
  • Demographic:Age, education, workplace, experience.
  • Online actions:Users who have visited your website.
  • Behaviors:Purchase history, device usage.
  • Connections:Users who are connected to certain pages, apps, and events.
  • Custom audiences:Users from a custom list of your creation.
  • Look-alike audiences:Users similar to your page fans, custom audiences or website visitors.
  • Interests:Hobbies and pages liked.

With these options, you can target as broadly or as narrowly as you’d like in order to reach your campaign goals. For instance, if you’re looking to staff a new retail location, you may want to broadly target people who like fashion. But if you’re looking for an experienced ER Nurse in El Paso, you may want to narrowly target professionals within 20 miles who have a specific degree and more than 6 years of experience. With other ad networks, the average online reach for narrowly targeted campaigns is only 38% accurate. But according to Nielsen, narrowly targeted Facebook Ads campaigns are more than 89% accurate. That’s over two times more accurate any than other ad network!

What Recruitment Campaigns are you Trying to Launch?

Fill a Specific Job or a Group of Similar Jobs

When you’re hiring for a specific position or several similar jobs, you could simply target by job title to find candidates that currently have similar positions. But what if a user hasn’t filled in their job title or it doesn’t exactly match your criteria?

The good news is you can target a much more precise audience with Facebook Ads by layering your targeting criteria with as many data points as you’d like.

Recruiting Restaurant Staff

Recruiting Truck Drivers

Drive People to a Recruitment Event

If you’re holding an event to grow your talent pool, you could target profiles near the event’s location and layer on demographic targeting to attract candidates with a variety of skills and experience.

You can also choose to hold a Career Fair when staffing for all positions at

a new location — such as a new retail store. When you’d like to hire for a wide range of positions, you could use location and interest targeting, and include the names of competitors and sub-brands.

For instance, a hospital that’s hosting a nursing recruitment event may target three distinct groups of people: current nursing students, recent graduates of nursing programs, and nurses currently working at other hospitals. You could target current nursing students and graduates using education level, field of study, and year graduated, and nurses currently working at other hospitals using current job title and employer.

Improve your Candidate Diversity

Many companies have launched initiatives to increase the diversity of their workforce. This is another area where Facebook Ads can help by targeting diversity candidates based on their interests, Facebook pages they like, and languages they speak.

Ensuring Success with Ads

Now you’re Ready to Succeed.

On average, customers who run Facebook Ads in addition to their other social recruitment efforts find new applicants at one-third the cost of those who don’t.

So what’s the secret?

That’s because as a company advertises its job openings and recruiting events, it’s also building brand awareness and trust with consumers. The next time a consumer is exposed to the brand, he or she will already have some familiarity and exposure to the organization. With a cost-per-click bidding model, that brand awareness comes at virtually no additional cost.

Understanding the Offline Effect

In addition to reaching specific direct response goals, Facebook Ads have the added benefit of what researchers are calling the “offline effect.” Studies have shown that regardless of whether a consumer clicks on an ad, seeing the ad itself has a powerful impact on their behavior. While most of this research has focused on eCommerce ads, there is likely a similar correlation between recruitment ads and job seekers.

In one such study, researchers performed an experiment with a major brand whose sales had increased significantly. They discovered that 78% of the sales increase came from consumers who saw an ad, but did not click on it. This suggests that online ads can make a huge impression on offline behavior, even when no action was taken on the ad itself. While ad click-through rates and online conversions generally determine a campaign’s success, the indirect benefits that ad impressions have on brand awareness should also be taken into consideration.

To Summarize

So what does all of this mean?

As you can see, there are many ways to use Facebook Ads to find new candidates, engage with your talent community, and share your employment brand. With the reach of Facebook and the relevance of its ad targeting, you can make a serious impact on your recruitment program, even with a minimal budget.

If you would like to learn more about Facebook recruitment Ads, Call us today!

 

 

Who is shopping online?

To shop with online retailers or visit a physical store — this is the choice every consumer faces when making a purchasing decision.

The factors leading into this decision can depend on things like how much time you have and where you’ll get the best value, but the decision ultimately comes down to convenience.

Blame it on Amazon Prime, but consumers now demand faster access to the products and services they desire. I, myself, can attest to this.

For many of us, this trend has shifted our focus to online shopping. There are many perks to this option:

  • You don’t have to leave your bed,
  • You can opt for next-day delivery,
  • You have access to more product information, and
  • You may have a more personalized shopping experience.

Unless you’re living under a rock, you know the ecommerce industry and online shopping is growing at a fast rate.

But, have you ever wondered how many people are actually shopping online — or what shopping behavior looks like across different verticals?

Let’s take a look at online sales from a high level.

In the United States alone, ecommerce sales are expected to surpass $740 billion by 2023.

A rise in online purchases is a result of many factors, such as

  • The increased use of smartphones and mobile shopping,
  • Social media and social commerce,
  • Transformative technology,
  • Online marketplaces, and
  • The way shopping behaviors have changed from generation to generation — Baby Boomers to Millennials to Gen Z.

Not to mention all the perks we previously discussed.

For this reason, staying on top of ecommerce trends can help you build advanced strategies that will help set you up for ecommerce success in both the near and far future.

5 Essential Online Shopping Statistics

Whether you own an online store or are looking to launch a scalable small business, understanding how internet users shop is key to your business model strategy.

You can find thousands of ecommerce statistics on the web, but we’re here to give you the five leading statistics you need to know.

  1. High shipping costs are the #1 reason for cart abandonment.

While fast shipping is in great demand, high spend for it isn’t. In a study of U.S. shoppers over the age of 18, it was discovered that high shipping costs are the primary reason for cart abandonment for online sales.

  1. Amazon is the leading mobile online shopping app.

Despite seeing an increase in direct-to-consumer strategies, a study in September 2019 found that the most popular online mobile shopping app, by reach, was Amazon. This statistic tells us that mobile commerce, especially the use of mobile apps, are increasingly important when developing an online selling strategy. In addition, retailers should consider including Amazon and Walmart in their omnichannel strategy.

  1. 43% ofglobal shoppers research products online via social networks.

With the introduction of more social commerce tools — like checkout on Instagram — the industry has also seen growth in the power social media has in users’ purchasing awareness and decisions.

  1. Clothing is the leading online vertical.

59% of U.S. shoppers purchased clothing online between Q2 2018 and Q2 2019. With books, movies, music & games, shoes, and consumer electronics falling close behind.

  1. Direct to site, email, and SEO are the best traffic sources.

Ecommerce success is more than having a beautiful website  — you need a healthy amount of traffic to your online store. In a recent Statista survey, direct to site, email, and SEO were found to be leading traffic drivers. 

Ecommerce is Growing Every Day

Ecommerce sites are growing in numbers. It’s clear that launching an online business can aid total retail sales, as it gives potential customers a more convenient way to shop and interact with brands.

Let’s take a look at the ecommerce market in numbers.

Ecommerce will make up 22% of global retail sales by 2023.

22% of global retail sales will be thanks to ecommerce by 2023. To give context to this growth, 14.1% of global retail sales were ecommerce purchases in 2019.

The growing number of ecommerce websites is definitely a contributing factor to this holistic number. But, there are many more ecommerce trends, in addition to those listed earlier, that are igniting this growth:

  1. The rise of mobile ecommerce,
  2. The increased implementation of omnichannel strategies, and
  3. An overall shift in shopping trends — like the power of influencers and social channels (a nod at checkouton Instagram).

Q2 of 2019 already had a 4.2% increase over Q1.

Taking a more granular view of ecommerce growth, U.S. ecommerce is experiencing exponential growth on a quarterly basis. While seasonal fluctuation is always something to consider, this statistic proves there is consistent growth in the ecommerce market.

By 2023, U.S. ecommerce revenue will be $740B!

As mentioned in the introduction, we’ll not only see ecommerce purchases increase in the United States, but revenue as well. With over 70% revenue growth from 2019, this statistic tells us more consumers are looking to make more buying decisions online.

With more revenue comes an increased average order value — making it possible for legacy products to make a statement online. For example, DTC furniture brand Burrow has already begun to transform the furniture industry with their headless commerce approach.

Ecommerce accounts for close to 11% of all retail sales in the U.S.

11% may initially feel small when you consider how large the topic of ecommerce has become in recent years. This statistic is a sign of good health as the share of ecommerce sales continues to grow in the retail space. You can expect this percentage to exponentially increase in years to come.

Amazon, Google, and Facebook remain some of the biggest companies online (not just for ecommerce).

With little to no surprise, companies like Amazon, Google and Facebook continue to take precedence in the internet world. While they traditionally do not offer commerce solutions, these companies are focusing on more innovation in the commerce space. As we have seen omnichannel strategies become increasingly vital to growing companies, the leading internet companies are capitalizing on the opportunity to be leaders in the commerce world.

Get to Know the Customers Who Shop Online

No consumer is made equal. But, understanding the behavior of consumers shopping online can help you create a digital strategy for your business.

Over 75% of people are shopping at least once a month online.

As the need for convenience becomes more prominent for consumers, it makes sense that over 75% of them are shopping online at least once a month. When creating your ecommerce strategy, think on how you can capitalize on this statistic.

Customers buy more entertainment online than anything else.

Gen Z and Millennials have let us know that experience purchases are becoming increasingly more favorable. Per this Statista statistic, books, movies, and games is the product category with the most online purchase preference. This is another reason why we’ve seen brands like Spotify, Netflix and Disney+ become increasingly popular with consumers.

Windows OS takes the lead for most orders.

Understanding what technology your consumers use to place orders on your website is crucial. Windows OS continues to take the lead as the technology that customers use most to place online orders. When creating your UX or store design, keep in mind how that experience looks and feels on Windows OS.

Customer average conversion rates hover between 2.7%–3.2%.

In B2C ecommerce, average conversion rates hovered between 2.7% and 3.2% between late 2018 into early 2019. The highest peak, 3.2%, took place during Q4, a popular time for holiday shopping.

How Customers are Paying Online

Now that we’ve covered popular customer behaviors, it’s time to look at how they pay. Payment processing across ecommerce has experienced a lot of innovation since its debut. Let’s take a look at the payment landscape in ecommerce today.

The top mobile payment platform is WeChat Pay.

WeChat Pay, a part of WeChat which isone of the most popular messaging platforms in China, takes the top spot for mobile payment platforms around the world. The payment platform allows users to pay in Chinese Yen (CNY) and transactions are settled in a foreign currency.

94% of Chinese users use mobile payments, while only 45% of Americans will.

With WeChat Pay leading the world in mobile payment platforms, it makes sense that 94% of Chinese users use mobile payments. More notably, only 45% of Americans look to mobile transactions. While the gap is substantial, the U.S. is beginning to see more mobile payment growth.

Americans favor PayPal over any other digital wallet

When it comes to U.S. online payment options — PayPal takes the cake at 89%. Between ownership of Venmo, an easy-to-use app, credit card options, and more, PayPal has made online payments easier and more convenient for consumers.

Get Ready for the Holiday Season

You can’t prepare an ecommerce strategy without taking holiday season prep into consideration. The holiday season is typically the highest revenue driving time of year for retailers — both online and offline.

Average order values (AOV) are around $140 from Thanksgiving–Cyber Monday!

$140 average order value between Thanksgiving to Cyber Monday is definitely a statistic to get excited about. The holiday season overall also sees high average order value at nearly $132. This signals that running seasonal promotions and marketing can have a strong return on investment.

Conversion rates peak to 6.1% during Thanksgiving–Cyber Monday!

If you needed another reason to believe that the holiday season is a revenue driver, read this: conversion rates peak at 6.1% on desktop between Thanksgiving and Cyber Monday. For smartphone purchases, 3.2%, and for tablet purchases, 5.5%. Throughout the entire holiday season, conversion rates peak at 4.7%.

Most purchases will be made on desktop, tablet, and mobile devices.

Even though we see a rise in mobile purchases, desktop remains the top purchasing device for holiday season shopping. Following desktop are tablet purchase, then mobile devices.

42% of holiday shoppers research online and buy online, while 23% will buy in-store.

When it comes to holiday shopping, many consumers do research before purchasing products. However, in a recent study, a majority of the consumers interviewed completed research and ultimately converted online, whereas only 23% ended up buying products in-store.

The Best Time to Start an Ecommerce Store? Right Now

The ecommerce industry is booming like never before. Online purchases are increasing, especially as consumers are hungry for more convenience — which means fast and free shipping and personalized user experiences. If you are entertaining the idea of selling online, there has never been a better time to join the market.

Growing demand for online shopping.

More and more customers are searching and buying products online. Find your niche, pick your product, and build a customer base. For a deep dive on how to sell online in 2020, read our guide.

No coding required to build and grow.

Don’t know HTML or how to code? Not a problem. With technology like BigCommerce making website building as easy as possible, you can make the store of your dreams with no coding required.

Data available for perfecting marketing and sales growth.

All of the above data was taken for free online, meaning marketers and salespeople can use this data to find which customers and which sectors will be the most profitable.

New customers come online everyday.

Much of the world has internet access, but a solid percentage doesn’t. With growth in internet connectivity, you can be sure that customers will be popping up all around the globe to find products like yours.

Summary

We are seeing a lift in online purchases around the world. When building your online business, it’s important to understand how your customers behave and how consumer behavior around the world.

 

If you’re running Google Ads – You must read this now!

If you’re running Google Ads – You must read this now!

Do you feel like your ads aren’t driving the results they did before?

If so, you (and your target audience) may be experiencing ad fatigue. Luckily, there are simple fixes for helping you combat this issue and drive better results with your ads.

So, what is ad fatigue, and how can you combat it?

On this page, we’ll answer, “What is ad fatigue?” and provide you with seven tips on how to avoid ad fatigue.

What is ad fatigue?

Ad fatigue is when your audience sees your ads so often that they lose interest and stop engaging with your ads. When ad fatigue happens, your click-through rate (CTR) drops as your frequency increases. As a result, your campaign becomes less effective, and you don’t see a great return on investment (ROI).

How to avoid ad fatigue

Now that you have an answer to “what is ad fatigue,” you’re probably wondering how you can avoid it.

If you’re worried that your advertising campaign is suffering from digital advertising fatigue, don’t worry!

Keep reading to learn seven tips on how you can avoid ad fatigue:

1. Monitor your ad campaign

The first step to preventing ad fatigue is to monitor your ad campaign. You won’t know your audience lost interest in your ads if you’re not tracking your ads’ performances. The first step to combating ad fatigue is monitoring your ad campaign to see how your audience interacts with your content.

When you regularly watch your ads, you can see when audience engagement starts to drop.

By monitoring your ad campaign, you can pinpoint ad fatigue faster and alter your campaign to drive better results.

2. Create multiple ads and rotate them

If you want to know how to avoid ad fatigue, start by creating various versions of your ad. Creating different versions of your ad allows you to deliver the same content in a new way. It keeps your ad content fresh for your audience because each advertisement will appear different.

Once you have different versions of your ad created, you can rotate your ads.

With ad rotation, you pull out ads that are underperforming and replace them with another copy of your ad. As you continue to advertise, you can circulate your ads and keep your content fresh.

You can choose to optimize your ad rotation, where the platform will select the ad it thinks will perform the best, given the keywords, targeting, etc.

3. Change the colors on your ad

If you don’t want to create multiple ads, you can take steps to improve the ad you already have created. The first trick you can try for eliminating digital advertising fatigue is changing the colors in your ad. Sometimes, all it takes is making small color changes to give your ad a fresh look!

In general, you’ll want to stick to the same colors you have in your ad color scheme, but you’ll want to change the color for different elements. For example, let’s say you’re running an ad that advertises a sale you’re having for the week.

After running this ad, you see that your audience engages less with it. To help breathe new life into your ad, you create a new version of your ad, with the same information, and change the colors.

The ad has the same content, but the colors have switched.

It’s a small color change, but it’s enough to make your ad appear fresh and new.

By changing your ad’s colors, you’ll help your ad perform better and garner new engagement with your ad content.

4. Reword your ad content

If you want to know how to avoid ad fatigue, try to present your ad content in a new way. Your ad may look beautiful and have valuable information, but you might not convey your message in an exciting and compelling way.

By rewording your ad content, you can create compelling ad copy for your audience.

So, let’s go back to the ad where you’re having a sale. Currently, saying you’re having a “crazy sale” may not resonate with your audience. As a result, you could change up the ad content to make it more interesting.

Now, instead of saying, “Crazy sale,” the new heading says, “Need new furniture?”

By creating this new headline, you create a new way to attract people to your ad and get them interested. You don’t always need to change the entire content of your ad — sometimes, all it takes is changing one or two pieces of text to make a more engaging ad!

5. Change up the visuals on your ad

Another way to combat digital advertising fatigue is changing up the visual on your ad. Your visual is an essential aspect of your ad because it’s what catches your audience’s attention and gets them to engage with your content.

If you’re using images, consider swapping out your ad’s photo for a different picture.

As a furniture store, you have numerous options for ad images. You could use a picture of a:

  • Different sofa set
  • Dining room set
  • Bedroom set
  • Home office set
  • And more

As an alternative, you can shy away from images and try to use videos instead. Videos are a great way to boost ad engagement. If you want to combat ad fatigue by creating a more visually interactive ad, try using videos to step up your advertising game!

6. Try using a different call to action (CTA)

Your call to action (CTA) is a critical component of your ad. It entices your audience to click and take the next step. If you’re experiencing ad fatigue, you may need to change your CTA to get more people to engage.

Let’s say you’re running an ad about your furniture financing program.

You want to advertise this to your audience to try to get more people in the door to buy your products. Currently, your CTA says, “Apply Today,” and when users click, they visit a page that details the program and allows them to sign up.

After reviewing your ad metrics, you see you’re experiencing ad fatigue. People aren’t engaging with your ad like you’d hoped. You may find that tons of people are looking at it, but only a few people click on your ad.

As a result, you could try changing the CTA to something that might fit the ad better. In this case, you may try “Learn More” as your CTA so that people can get more information about your financing program.

7. Change the ad format

If you’re experiencing digital advertising fatigue, you may need to change the ad format. Your ad format may not deliver information in the best way possible for your audience. Combat ad fatigue by changing your ad format.

The kind of ad you use will depend on the platform.

For example, if you’re running an ad on social media, you can try formats like:

  • Image ads
  • Video ads
  • Carousel ads
  • And more

By changing up the ad format, you’ll present the same information in a new way that may be more interesting to your audience.

Ready to put an end to digital advertising fatigue?

Digital advertising has the power to drive valuable leads for your business, but if your ads aren’t working for your audience anymore, you’re missing the potential to grow online. By monitoring ad fatigue, you’ll stay on top of your ad’s performance and improve your ad content for better results.

Contact us today to learn more about our digital programs, and how to keep your ads fresh.

50+ PAY PER CLICK (PPC) STATISTICS TO KNOW IN 2020

 By Blue Corona

Pay per click advertising is one of the best marketing investments you can make in 2020 and beyond. Not only are both Bing and Google Ads PPC ads a relatively cheap cost per click compared to other marketing avenues, but they also target people where and when they most likely to need your product. 

Before you get started on your Google PPC (or Bing PPC) campaign, you should familiarize yourself with the statistics that make it worth it. These PPC statistics should help you get a good measurement of what to expect and which types of pay per click ads will work best for high conversion rates.

Below you’ll see PPC stats that support:

  • Why you should choose PPC ads
  • PPC search ad statistics
  • Mobile advertising statistics
  • Google Local Services ads statistics
  • PPC display ad statists
  • PPC and local search ads
  • Pay per click statistics for industry benchmarks
  • What makes people convert?

Why Choose Pay Per Click (PPC) Ads in 2020?

Why choose PPC ads? Because you’re reaching the people you want to reach where and when you what to reach them. Display ads can be shown on specific websites that relate to your business, and search ads appear at the top of the search engine results. These Microsoft Ads and Google Ads statistics should clear up any other questions about display ads:

  • Paid ads have an 11.38% CTR on Google (Sparktoro, 2019)
  • Three-fourths of people (75%) say paid search ads make it easier to find the information they are searching for on a website or search engine. One-third of people (33%) click on a paid search ad because it directly answers their search query. (Search Engine Land, 2019)
  • 49% of people said they click on text ads; 31% on Shopping ads; and 16% on video ads. (Search Engine Land, 2019)
  • 63% of people said they’d click on a Google ad. (Search Engine Land, 2019)
  • Google Ads results receive 65% of the clicks that started with buying keywords, while organic results only receive 35% (Craig McConnel)
  • Businesses make an average of $2 in income for every $1 they spend in Google Ads. (Google)
  • On average, 41% of clicks go to the top 3 paid ads on the search results page. (Wordstream)
  • For high commercial intent searches (someone looking to buy a product) paid ads get 65% of all clicks.(Wordstream)
  • The average click-through rate for an ad in the first position is 7.94%. An average click-through rate is 2%.(AccuraCast)
  • PPC visitors are 50% more likely to purchase something than organic visitors. (Unbounce)
  • 65% of B2B companies have acquired a customer through LinkedIn paid ads. (HubSpot)
  • One company increased their PPC ROI by 2.5 times with Facebook remarketing. (AdRoll)
  • Search ads can increase brand awareness by 80%.(Google)
  • 75% of people who find local, helpful information in search results are more likely to visit the physical stores. (Google)
  • Terra Organics attributes 25% of its new customers to its targeted search campaigns.(Google)
  • Display advertising has proven to increase traffic to websites by 300%. (Visually)
  • There are at least 300,000 mobile apps currently serving Google Mobile Ads. (Creative Roots Marketing)
  • 43% of new customers buy something they saw in a YouTube ad.(Contently)
  • Google Ads’ competitive rate of 87% allows your advertisement to fairly promote your products or services making you a competitor to those in similar industries. (Optimus 01)
  • The legalindustry has the highest average cost per actions: $135.17 (Search Engine Land)
  • The industry with the best average conversion rate for Google search ads: Insurance and Finance. (7.19%) (Search Engine Land)
  • The industry with the best average conversion rate for Google display ads is Home Goods (2.19%). (Search Engine Land)
  • The average person is served over 1,700 banner ads per month, but only half of them are ever viewed.
  • The proportion of desktop and laptop users who use blockers is more than twice as large as the proportion of smartphone users who use blockers. (Business Insider, 2017)
  • Adblocking in the U.S. has increased from 15% to 30% since 2014. (Statitsa, 2018)
  • 30% of marketers think outbound marketing tactics are overrated. (HubSpot,2018)
  • 70% of millennials like it when they can click on a product from an ad.(Google, 2018)

Search Ad Statistics

Google search ads (and Bing search ads) target people at the moment they’re searching for your product or service. They appear at the top (or bottom) of the search engine results page, and if you can secure the top spot you’re pretty much golden.

  • Google reports that search ads can boost brand awareness by as much as 80%, making consumers more likely to remember your brand and interact.
  • 75% of people that click on ads say said search ads make it easier to find the information they’re looking for. (Search Engine Land, 2019)
  • There are 160 billion+monthly Google searches.
  • In 2018, consumers who click on an advertiser’s Google search ad prior to visiting a store are 27% more likely to buy something in-store.(Google)
  • Consumers who clicked on an advertiser’s Google search ad prior to visiting a store spend over 10% more, on average.(Google)
  • 51% of searches are longer than 4 words. (Wordstream)
  • 70% of all online searches are Google searches.
  • 1,200 words count average for top content. (Niel Patel)
  • 90% of online users trust reviews.(Google)
  • 75% of marketers say SEO is content creation.
  • 97% of consumers go online to find local products and services

  • 3% of clicks go to the top 4 results.
  • 40% of store purchases start online.
  • WordPress blogs get 93% more links than HTML, CSS, Godaddy, Square Space.
  • 66% of buyer-intent keywords are paid clicks.(Clever Clicks, 2018)

Mobile Advertising Statistics

  • Marketers and advertisers are putting 51% of their budget into mobile ads. (Impact, 2017)
  • Both desktop and mobile ads deliver branding effectiveness, but mobile ads perform better.(Com Score, 2016)
  • Google drives 95% of all paid search ad clicks on mobile.(Business Insider, 2016)
  • Two-thirds of consumers can recall a specific brand they have seen advertised on mobile in the last week. (Business Wire, 2018)
  • 60% of consumers click on mobile ads at least weekly. (Business Wire, 2018)
  • By 2019, mobile advertising is expected to represent 72% of all U.S. digital ad spending.(MarketingLand, 2018)
  • 87% of Facebook’s advertising revenue comes from mobile.(AdWeek)

Google Local Services Ads Statistics

  • Local Services ads by Google receive 13.8% of local SERP clicks (BrightLocal, 2019)
  • The presence of Local Services ads affects the number of clicks for all other SERP types.(BrightLocal, 2019)
  • When LSAs are present, 25.3% of all clicks are on paid results. When LSAs are absent, this is 14.6% – a difference of 10.7%. (BrightLocal, 2019)
  • Organic results receive the most clicks of all SERP types, though they see a drop off when LSAs are present. (BrightLocal, 2019)
  • Organic position 1 receives the highest number of standard SERP clicks. (BrightLocal, 2019)
  • Review ratings are the biggest driver of clicks in local SERPs. (BrightLocal, 2019)

PPC Display Ad Statistics

Display ads are perfect for brand awareness and getting your product top-of-mind. You do have to be careful, however, as display ads aren’t always well-received by consumers. You also need to make sure you pick the right PPC keywords in order to get PPC traffic to your website—traffic that turns into leads.

 

PPC and Local Search Statistics

Local search is the present and future of pay per click advertising. Local “near me” searches are gaining popularity, and if you have a local business, you’re going to want to heavily invest in local search and paid ads marketing.

  • 72% of consumers who did a local search visited a store within five miles. (WordStream, 2016)
  • 30% of mobile searches are related to a location.(Google, 2016)
  • 28% of searches for something nearby result in a purchase. (Google, 2016)
  • Local searches lead 50% of mobile visitors to visit stores within one day. (Google, 2014)
  • 78% of local mobile searches result in offline purchases. (Search Engine Land, 2014)

PPC Industry Benchmark Stats

An important factor to consider before you start out on your PPC adventure is that different industries have different benchmarks. You need to know your specific industry’s benchmarks, or else you’re setting yourself up for failure. We came across this AMAZING infographic from Wordstream, and it pretty much sums up any industry benchmarks for PPC.

What Makes People Click and Convert? PPC Statistics You Should Know

  • 77% of people say they’re confident they can recognize search advertisements in the results. (Search Engine Land, 2019)
  • Social and mobile gaming video ads have a 91% viewing completion rate.(CMO)
  • Consumers are 27 times more likely to click on online video ads than standard banners. (CMO)
  • 69% of searchers that are mobile call a business straight from Google search.
  • 36% of searches on Google are associated with a location.

25 Amazing Facts About Facebook

25 Amazing Facts About Facebook

Facebook is the #1 social network in the world. It’s where you’ll find 2.6 billion potential customers. Find out what DON’T you know about Facebook.

  Julia McCoy

 / July 12, 2020 / 6 min read 

Facebook is huge

In fact, it’s the number one social media site in the world.

Facebook is where you go to stalk your ex, chat with your BFFL, and post your post-vacation selfies.

If you’re a marketer, it’s the platform where you can find 2.6 billion potential customers.

But you already know that.

Here are 25 facts you didn’t know about Facebook.

25 Facts about Facebook Most People Don’t Know

Read on to learn facts to impress your friends and encourage you to start marketing on Facebook today.

1. Mark Zuckerberg’s First Idea Was a Site Called Facemash

When Zuckerberg was in Harvard, he had the idea of creating a site that allowed users to compare people’s faces.

With the platform, users could pick “who’s hotter.”

Not surprisingly, his idea didn’t impress Harvard’s administrators.

Zuckerberg’s project was shut down and he was threatened with expulsion.

2. Zuckerberg’s Second Idea Was an Online Student Directory

He called the directory “Thefacebook.” People who used it could:

  • Search for other Harvard students.
  • Find out who else was taking the classes they were in.
  • Look up friends of their friends.
  • Create a social network.

Although “Thefacebook” started out as an exclusive directory for Harvard students, it soon grew to include anyone above 13.

3. Facebook’s Early Years Were Rough

As soon as Facebook was created, Zuckerberg found himself surrounded by legal troubles.

Fellow Harvard students Divya Narendra, Cameron Winklevoss, and Tyler Winklevoss sued him for allegedly stealing their idea.

The fight went on for four long years.

In the end, Zuckerberg paid Divya Narendra and the Winklevoss brothers $65 million.

He also granted them Facebook shares as part of the settlement.

4. Facebook Is the Third Most PopularSite in the World

It’s next only to Google and YouTube.

5. 71%of Americans Use Facebook

This percentage is high, considering only 38% of Americans use Instagram, and only 23% use Twitter.

6. Women Use Facebook More than Men

A Pew Research Center survey found that 75% of women use Facebook, compared with only 63% of men.

7. Facebook Users Have Uploaded 250 BillionPhotos

This means 350 million photos are uploaded to Facebook every single day!

8. The Older Generation is Growing More Interested in Facebook

In 2015, 71% of American teens were on Facebook.

Today, the number is down to 51%.

On the other hand, seniors are part of the fastest-growing group on Facebook.

In 2019, Baby Boomer usage reached 60%.

9. Facebook is Super Popular in Rural Areas

Three out of four American Facebook users live in the city.

But this doesn’t mean Facebook isn’t popular in rural areas.

In fact, 66% of American adults in rural areas use Facebook.

It’s followed by YouTube (64%) and Pinterest (26%).

10. The U.S. Accounts for the Lowest Facebook Audiencein the World

The majority of Facebook users live outside the U.S. and Canada.

11. Asia Pacific Accounts for 38%of Facebook’s Active Users

Indonesia, India, and the Philippines are the countries seeing the biggest growth in Facebook user accounts.

India has the highest number of Facebook users – 260 million.

12. Only Half of Facebook Users Speak English

More than half of Facebook accounts are set in a non-English language.

What makes it convenient for non-English speakers is that Facebook has over 100 languages to choose from.

13. Up to 98%of People on Facebook Use Mobile

In April 2020, over 98% of active user accounts worldwide accessed the social network via any kind of mobile phone.

The largest percentage can be found in Africa, where 98% of Facebook users are on mobile.

14. The Difference Between Conservative & Liberal Facebook Users Is 1%

35% of users are conservative, 34% are liberal, and 29% are “moderate.”

15. People Are Most Active on Facebook at 8 a.m. & 10 p.m.

If you’re a businessperson or a marketer looking to advertise on Facebook, it’s best to stick to morning and evening posts.

16. 88%of Facebook Users Created an Account to Stay in Touch with Family & Friends

Here are the top reasons why people create Facebook accounts.

17. 3/4of Facebook Users Visit the Site Daily

51% reported they visit the site more than once a day, according to Pew Research.

That means plenty of opportunities exist for you to reach your audience if they’re active users.

18.The Average Daily Time People Spend on Facebook Is 58 Minutes

58 minutes is a long time, but it doesn’t mean users spend five minutes analyzing each post on their feeds.

In fact, the average user will only spend 1.7 seconds on a single piece of content.

As a marketer, this means you only have that long to catch someone’s attention.

19. Facebook Is a Popular Platform for Marketers

86.3% of marketers use Facebook to promote a brand.

20. Facebook Users Will Follow a Brand to Get a Special Offer

39% of users actively follow brands offering giveaways, contests, and offers on their pages.

Providing an irresistible offer – and serving up high-quality content – is a great way to grow (and keep) your audience.

21. Facebook Allows You to See the People Who Have Deleted or Ignored Your Friend Requests

It’s easy.

Click on Friend Requests and select See All

Above the People You May Know section, click on View Sent Requests

You’ll see a list of people who have either ignored or deleted your friend request.

22. You Can Save a Facebook Post for Later

Want to go back to something that caught your attention as you were scrolling through your news feed?

Simply click the ellipsis at the top of the post and select Save Link.

You can find the link again when you visit the Saved items on your Favorites bar.

23. You Can Download a Copy of Everything You’ve Ever Done on Facebook

All you have to do is go to Settingsthen Your Facebook Informationthen Download Your Information

You’ll get a copy of every post you shared, every chat conversation, and literally everything you’ve ever done on Facebook!

24. You Can Stop Getting Notifications for Friends’ Birthdays

Go to Settings and click Notifications

Scroll down until you find the on/off button for friends’ birthday notifications.

25. You Can Find Out How Much Time You Spend on Facebook

Click on the More menu, then go to Settings and PrivacyFrom there, you’ll find Your Time on Facebook.

How to Use Your Knowledge to Become a Better Facebook Marketer

Learning fun facts about Facebook isn’t just an entertaining past time.

If you’re a marketer, it means gaining a sneak peek into what’ll work and what won’t in reaching out to your audience.

Which gender to tailor your message to. Which age group. Which nationality.

When you become a Facebook expert, it’ll be a breeze to market on the platform.

Do Social Signals Drive SEO?

You just hit hit publish on that great new blog post. What a great feeling! Being the savvy content marketer you are, you now set out to to bring an audience to that post.

You immediately go to all your social media profiles and share about it with a link. You get many of your friends, some followers, and even an influencer or two to share it too.

A day later you notice the post has been indexed by Google, and it’s at #4 on the second page one of your main keywords. Not great but it’s a start. Over the next few days, you share the post again on social media, and continue to get shares from others as well.

A week later, you check that keyword again in Google, and lo and behold, it’s now at #5 on page one. Must be all those “social signals” you got, right? Not so fast!

There is so much speculation about how social media and SEO interact, but what’s the real story? I plan to give it to you straight in today’s post.

Do Search Engines Use Social Signals to Directly Drive Rankings?

When people ask this question, what they mean is, does sharing a web page in your social media sites such as Facebook, Twitter, Google Plus, Pinterest, etc., cause that page to rank higher in search results. People also wonder if +1s or Likes have a positive ranking impact as well.

Many marketers believe this to be the case, and correlation studies like like this one from Searchmetrics, or or this from one Moz, encourage that belief.

  1. Google has repeatedly denied that they are using social signals for SEO ranking purposes.
  2. All the social media sites NoFollow such links, which acts as an instruction to the search engines to not pass PageRank through those links.
  3. Correlation studies only measure correlation, they don’t measure causation. To illustrate, there is also a strong correlation between eating ice cream and drowning deaths. The main reason for this? They both happen when it’s hot out – in other words, they have a common factor that causes each of them, but they don’t cause each other.

And, so it is with social signals. Great content is something that lots of people are likely to link to and also is something that people will share in social media. Links are still a major driver of SEO. (Wondering if this is still true? Here is what happened when Google tried a search engine without links).) It would be a much deeper discussion to go through all aspects of this, but today I plan to focus on the best way to drive SEO benefits from your social media.

The Real Power Comes From the Synergy

The key to using social media to drive SEO is to build it to be your very own PR channel to promote your great content. When done properly, this will create a powerful synergy between your content publishing, social media, and SEO programs as shown here:

From an SEO perspective, your social media promotion can help provide the exposure to your content that results in other people linking to it from their web sites or blogs. As noted above, links are still a major driver for SEO.

Building this synergy does require an up-front investment to align your social media and content publishing efforts, and to build your visibility on social media. Here are five key considerations:

  1. Align the target audiences and the topical themes of your content publishing and social media efforts.
  2. Build relationships with like-minded people on social media platforms.
  3. Participate in related communities in social media.
  4. Show that you can give as well as get – regularly share or comment on other people’s posts.
  5. Be prepared for a learning journey. As you do more and more publishing of content, and posting on social media, you will improve. Your first efforts may not do so well, but practice does make you better.

Of course, all of this is greatly facilitated by publishing great, unique, content. “Me-too” type articles are not going to get you anywhere, no matter how well you work the mechanics.

Whatever market space you are in, figure out what the major un-met needs are (content-wise) and figure out which ones you can meet. This will make it easier to attract attention and grow your reputation and visibility.

So Does This Really Drive SEO?

Well that’s the bottom line isn’t it? Here are two examples worth considering

1. Social Media Driving Links: Here is a guest post that was done by a software development company called Softserve:

As you can see, it received some social shares. In fact, social media was the only source of promotion provided to this post, and here is how it did in terms of links:

As you can see, it received some social shares. In fact, social media was the only source of promotion provided to this post, and here is how it did in terms of links 


Note that I have deliberately shown a post with a moderate result in terms of links. Not every post needs to be a home run, but external validation from links is a big deal in SEO.

2. Social Media Driving Increases in SEO Traffic: Of course, the bottom line is increases in organic search traffic. Does driving links by proper social media promotion really work? Here are the before and after traffic charts for one brand’s campaign:

Note that they saw a good pop in direct and referral traffic in February of 2013, but, in March of 2013, it’s already gone. Look at that SEO traffic though – a nice 30+% bump in overall traffic, and that growth has sustained itself. Awesome!Note that they saw a good pop in direct and referral traffic in February of 2013, but, in March of 2013, it’s already gone. Look at that SEO traffic though – a nice 30+% bump in overall traffic, and that growth has sustained itself. Awesome!

 

How to Manage Your LinkedIn Presence in 10 Minutes a Day

Want a better return for the time you spend on LinkedIn? Looking for a LinkedIn engagement plan to follow?

In this article, you’ll find a plan for making the most of your time on LinkedIn to stay visible, build your network, nurture contacts, and find new opportunities.

#1: Define Your End Goal for Using LinkedIn

Having a plan before you dive into using any social media platform is the key to effective time management. If you don’t know what you’re looking to achieve, you’re going to waste time and think that it doesn’t work when you don’t get any results.

Start by defining your objectives for using LinkedIn. Work out who you might find on this platform, what you want them to know about you and your business, and what information and insights you want to discover.

Traditionally seen as a tool for recruitment, LinkedIn presents many more opportunities and benefits to the business professional. You can

  • Showcase your experience, skills, and career achievements.
  • Create and maintain awareness of your brand.
  • Promote content you’ve created or curated.
  • Find new business opportunities.
  • Find suppliers and partners.
  • Gain referrals and recommendations.
  • Drive traffic to your website.
  • Identify and monitor the competition.
  • Keep up to date with business news, trends, and opinion.
  • Undertake market research.
  • Learn new skills.

Once you know what you want to achieve, do some research to confirm that LinkedIn is the best platform to help you. If you’re looking to develop new business, ask your existing customers if they’re active on LinkedIn (assuming that potential new customers will have similar usage patterns). If you want to find out what’s happening in your industry, search to find relevant companies and key contacts and check out how active they are on LinkedIn.

Pro Tip: If you find a LinkedIn profile that interests you, scroll to the Activity section. If there’s no Activity section, the profile is inactive—in other words, this person isn’t liking, commenting, sharing, or posting their own content. I suggest moving on from this profile because you’re unlikely to achieve much engagement and value from an inactive profile.

If the person has an Activity section on their bio, click on See All to view their articles, posts, and documents shared. You can see what content they’re engaging with on the All Activity tab and perhaps use this as a hook to start a meaningful conversation.

#2: Make Sure Your LinkedIn Profile Is Business-Ready

Before you can consider using the LinkedIn platform properly, make sure you’re ready to do business. By that, I mean having your LinkedIn profile set up and fully optimized to be informative and relevant to the audiences you want to speak to. Often, LinkedIn profiles are incomplete and a cut-and-paste of a CV or résumé.

A CV/résumé is a historical career document, which is perfect if you’re job seeking. It’s not so relevant if you’re in a current role with a business development objective. Potential customers don’t want to know that you’re the top salesperson and an accomplished new business hunter. They want to know how you and your business can help them so make sure your LinkedIn profile conveys that.

Getting found and then making the right first impression is the first step to achieving any objective with LinkedIn so ensure that your LinkedIn profile is All-Star strength and up to date with information relevant to your intended viewers.

A LinkedIn All-Star profile includes:

  • A professional photograph (headshot)
  • A headline
  • An About section letting people know your career story and how you can help them now
  • A populated Experience section with descriptions for each role
  • A completed Skills section with a listing of up to 50 skills relevant to your job role, soft skills, and industry knowledge
  • Education details

#3: Prioritize Regularly Engaging on LinkedIn

If you can log into LinkedIn daily, great. If it’s just once or twice a week, that’s just fine too.

LinkedIn is not as fast-moving as other social media platforms so you’re unlikely to miss too much if you’re not logged in 24/7. Plus, if your activity is focused, you’ll be able to head straight to what you need to achieve your objectives when you do log in.

A huge mistake many business professionals make—with both online and offline networking—is to be highly active when they’re not so busy and disappear into work as soon as a project appears. This yo-yo activity will make everything harder. Make using LinkedIn a regular habit and stay visible for when your network might need to use or refer details of you and your services.

Pro Tip: Look at your schedule and plan times you can use LinkedIn to achieve your objectives.

There’s no rulebook so make a commitment that works for you and your business. When you start to see results, you’ll want to spend more time on the platform. However, remember that consistency is the most important factor in building awareness and trust with your network.

Check Messages, Notifications, and Latest News on LinkedIn

There are a few priority tasks for LinkedIn, starting with your existing contacts. If you see a message notification on your desktop or mobile app, check it out and respond as required.

The notifications tab is the best place to see updates from your network that can help trigger conversations, whether it’s a “happy birthday,” congratulations on a new job, or comments on a post. Spotting ways to start meaningful conversations with contacts is the key to social selling, the process of developing relationships as part of the sales process.

The Notifications tab is also where you can find the Daily Rundown news update. You might need to search “Daily Rundown” and follow the page to see it.

Viewing the top business headlines via the Daily Rundown and looking at “Today’s News and Views” on the desktop home page is hugely valuable. I check this daily to see if there’s relevant news I can share with my network and get involved in timely conversations with key contacts. It’s always good to show professional contacts that you’re up to date with what’s going on in the world.

Check the LinkedIn News Feed to Engage With Others’ Content

Sharing content, whether it’s from your news feed or your own LinkedIn posts, is key to being visible in front of your connections. After checking messages and notifications, I head to the LinkedIn home page news feed to view content shared by my connections and the people and companies I follow.

The news feed is perfect for gathering information and insights from across my industry, and to find opportunities to stay visible in front of connections by reacting, commenting, and sharing their content with the rest of my network. I might do this publicly, or if I want the feedback to be more personalized, I’ll send a private message.

Pro Tip: If you find your LinkedIn news feed is cluttered with content that’s not relevant and helpful for meeting your objectives, click on the three dots in the top right-hand corner of the post and click Unfollow. This means you’ll no longer see content from that connection. You’ll still be connected and that person will see your content but it will streamline your news feed so you can focus on information that’s most important to you and your business.

#4: Share Your Content on LinkedIn

The added benefit of sharing your own content on LinkedIn is the data that becomes available.

When you create your own posts, you’ll be able to see the number of views it receives in the feed. And when you click on the graph icon, you’ll see the companies that those viewers work for, their job titles, and locations. This is valuable insight into whether you’re achieving your objectives by reaching the right people with your content.

Some people will share content daily and others weekly or perhaps frequently. This is where it’s important to be consistent and have a content plan that works for you and your business. Post when you have something relevant and interesting for your audience. Don’t post just because you think you want to cross the task off your to-do list.

Here are some ideas for short updates you could post on LinkedIn:

  • What’s happening behind the scenes of your business
  • What you’re looking forward to such as an event you’re hosting or attending
  • What you’re celebrating in your business such as a milestone, an award, or a new team member
  • A top tip to share with your peers
  • What you’ve read or watched (for example, a TED Talk) that’s inspired you
  • What you’re supporting such as an awareness day or a community initiative

Don’t forget to encourage engagement by asking for feedback or comments at the end of your post. The more people react, comment, or share your content, the more visible you’ll be on LinkedIn. In turn, you’ll receive more profile views, which is another opportunity to start a conversation.

#5: Identify New People to Connect With on LinkedIn

Building your network on LinkedIn should be part of your regular activity. Whether it’s following up with people you’ve met (adding them to your LinkedIn network), searching for new people to connect with, or managing your invitations, this task is business-critical.

When you send connection requests, always personalize your invitation. Remind people how you’ve met or let them know why connecting with you is of interest. Think about what’s in it for them, not just what’s in it for you.

If you receive a connection request that doesn’t include a message, send a message to find out why they might want to connect with you.

To send a message, go to the My Network tab on a desktop device and click See All next to Invitations. On the next screen, you’ll see a blue Message link with each connection request. Click this link to send a message to that person.

If you’re a premium LinkedIn user with full access to the details of people viewing your profile, you could also make this part of your weekly plan. View and send messages to build and nurture relationships.

For example, if it’s an existing 1st-degree connection, you could start your message like this:

Hi <first name>

How are you?

I noticed you have taken a look at my LinkedIn profile this week, which prompted me to get back in touch!

You could then refer to a previous conversation and try to arrange a next call or meeting to pursue any opportunities for doing business together.

If it’s a 2nd- or 3rd-degree connection and you haven’t been in contact before, you could send a message like this:

Hi <first name>

I hope you’re having a good week.

I noticed that you have recently viewed my LinkedIn profile, and since we haven’t spoken before, I wanted to check to see if you found what you were looking for or if I can help at all?

Regards,

<name>

#6: Measure Your Success on LinkedIn

If you’re spending time on LinkedIn, you need to know that it’s time well spent. When you’re clear on your objectives, you can use your personal LinkedIn dashboard to measure your success. Check out this article on how to analyze your LinkedIn profile using the LinkedIn dashboard.

Conclusion

As a recap, here’s the weekly LinkedIn plan I follow to stay visible, build networks, nurture contacts, and find new opportunities. It takes approximately 10 minutes a day, with a longer batch of 30 minutes a week (sometimes I split this into two 15-minute sessions) and then additional time as required to write content for sharing.

Daily:

  • Check the notifications tab and messages and respond as appropriate.
  • Scroll through the news feed to gather insights from your connections and the companies and individuals you follow. Engage with content by reacting, commenting, and sharing as relevant to your business objectives.
  • Check the Daily Rundown and News and Views for the latest business updates. Share or use the information as appropriate.

Weekly:

  • Share content with your LinkedIn network. This might be from your company page, someone in your network, or your own content as a short-form update, longer article, or perhaps a video.
  • Build your network by responding to invitation requests and sending invitation requests.
  • Review your successes by analyzing your LinkedIn personal data dashboard and progress against set objectives.

Facebook Videos

Video represents a large opportunity for businesses on Facebook. But, with such a high percentage of video being watched while users are on-the-go, videos need to be digestible without relying on sound (using subtitles or adding clarity). This will allow users to watch from anywhere, without having to have headphones or disturbing people around them.

 

 

Do You Really Want a 100% Google Ads Optimization Score?

Do You Really Want a 100% Google Ads Optimization Score?

What happens if you apply all of Google’s PPC recommendations? Here’s what I found out when a client asked to get his Google Ads optimization score to 100%.

  Pauline Jakober

 / January 9, 2020

It isn’t unusual for companies to offer free online PPC analysis tools.

So perhaps it isn’t surprising that Google itself got into that game in 2018.

Google Ads has a built-in feature that provides users with an optimization score  and recommendations to improve it.

This sounds good in theory.

But what would happen if you applied Google’s recommendations across the board?

This question came up recently when a client came to us with a new goal. He wanted to get his Google Ads optimization score to 100%.

This isn’t something we typically hear from clients.

We cautioned him that we would need to go slow. His account has over 200 campaigns, and we would start with only a few.

Why our hesitation?

Because whenever we’ve implemented Google Ads recommendations in the past, we’ve had mixed results.

Nevertheless, our client was determined to meet this new goal, so we took a stab at it.

In this article, I describe how it went.

What Is Google Ads Optimization Score?

Before we dig into our findings, let’s have a short refresher on Google Ads optimization.

Google describes its optimization score as an estimate of how well your Google Ads account is set to perform.

You can score anywhere between 0 to 100%, with 100 meaning that your account can perform at its full potential.

Your optimization scores are available at the campaign, account, and manager account levels. It is shown for active Search, Shopping and Display campaigns.

Since its rollout, Google has continued to expand on this feature, including adding recommendations to improve your score.

In your account, it looks something like this:

As you can see, each recommendation comes with a “score uplift” which reflects the estimated impact of the recommendation if made.

Some recommendations also come with APPLY buttons, which automatically apply the recommendation to your account.

Now let’s take a closer look at the recommendations we received for our client’s account.

Recommendation 1: Add Price Extensions

Adding price extensions was an interesting suggestion and not something we had considered.

Usually, price extensions are used by retail stores, which our client is not.

Our client provides at-home euthanasia services for ailing pets, which hardly seems like a natural fit for price extensions.

Besides, up to this point, our client had resisted adding pricing to his ads.

Based on increased competition within this space, we decided to test adding pricing to this client’s ad messaging to better qualify people going to his website.

Depending on how that goes, we may very well implement price extensions.

So in this case, Google’s recommendation was a good one (at least potentially).

Recommendation 2: Use Customer Lists

Customer lists isn’t a marketing method we would have normally considered for this account.

After all, would we really want to retarget customers who had gone through the painful process of putting down a pet?

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Of course not. That would be horrible!

However, Google does allow you to target similar audiences, which sounds like it could actually work.

The idea is intriguing. We haven’t tested it yet, but we haven’t written it off either.

Recommendation 3: Apply Dynamic Search Ads

Google also recommended applying dynamic search ads.

Dynamic search ads seemed a bit out of the box for this account, but we decided to test it in one campaign.

So far, the dynamic search ads are performing well.

This was surprising, given that dynamic search ads are geared to advertisers that have a large inventory of products to sell, such as healthcare supplies or car parts.

Indeed, Google describes dynamic search ads as:

“…ideal for advertisers with a well-developed website or a large inventory… Dynamic Search Ads use your website content to target your ads and can help fill in the gaps of your keyword-based campaigns.”

That doesn’t sound like a fit for our client, who offers exactly one service.

I do wonder if these automated ad creatives are cannibalizing our other ad groups. (Indeed, we have seen a drop in performance in those groups.)

I also wonder if performance would remain as strong if we were to implement dynamic search ads across multiple campaigns.

With all these unknowns, we’re going to move slowly on the implementation of this recommendation while continuing to monitor and test.

Recommendation 4: Apply Automated Bidding

Here’s where Google lost us.

Every campaign in our client’s account (of which there are over 200) comes with a recommendation to apply automated bidding.

I guarantee that if we implemented automated bidding across the board, our client’s spending would go through the roof.

Instead, we proceeded cautiously and tested automated bidding in only one of our client’s campaigns. As a result, we saw a 47% increase in spend.

If we were to multiply this increase across 200-plus campaigns, that’s a big-ticket item – and something our client wouldn’t appreciate, even if his optimization score hit 100%.

100% Optimization Shouldn’t Be the Goal

All of this leads us to the question:

Is a 100% optimization score a good or useful goal?

I would say not.

Most of our accounts have an average optimization score of around 80%, which sounds right to me.

Sure, you could try to push it higher. But you’ll likely blow a hole in your advertising budget in the process.

That’s not to say that Google’s optimization score is useless. It did give us some useful hints and out-of-the-box suggestions, which was great.

I could also see it coming in handy when auditing a new account with a low optimization score. It could be a fast and easy way to identify the most obvious problems.

The main takeaway here?

As always, whenever Google recommends something, don’t trust it. Test it.

Because while Google’s artificial intelligence might be smart, it doesn’t know you or your business.

And that’s what makes the human touch so critical – even in 2020.

Mobile eCommerce

Mobile Commerce Statistics

Mobile eCommerce, also known as mCommerce or mobile commerce, refers to online research and purchasing using mobile devices such as smartphones, tablets, or laptops. This type of shopping-on-the-go eCommerce is convenient for both consumers and retailers and has massive potential for your business online since it lets you reach your audience anywhere at any time.

  1. Nearly all (95%) of people in the US own a mobile phone. (Pew Research Center)
  2. People spend over 3.5 hour per day on their mobile devices. (eMarketer)
  3. 51% of shoppers have completed an online purchase with a smartphone. (Pew Research Center)
  4. 93% of Millennials have compared online deals using a mobile device. (Statista)
  5. Shoppers made 108% more purchases using apps than they did on the mobile web during the 2017 holidays. (Button)
  6. There are 5.11 billion unique mobile users in the world. (We Are Social)
  7. Mobile commerce sales, also known as mCommerce sales, will account for more than half of all eCommerce sales by 2021. (CBRE)
  8. iPhone users spend more than Android or Windows users on an average order. (Invesp)
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