Have you been searching for a way to drive more seasonal sales? If so, you might want to think about launching a PPC (pay-per-click) advertising campaign.

PPC advertising offers the following benefits:

  • Detailed Data: PPC networks like Google Ads and Facebook provide you with tons of actionable data about your campaign.
  • Easy Targeting: Do you only want to promote your service to senior citizens who live in your city? PPC advertising makes it possible.
  • Rapid Results: PPC advertising campaigns can generate leads and drive sales for your company in as little as 48 hours.

PPC campaigns also tend to result in positive returns on investment (ROI) for companies like yours. Google says businesses generate an average of $2 in revenue for every $1 they spend on PPC ads.

Planning a Seasonal PPC Campaign

Benjamin Franklin once said, “If you fail to plan, you are planning to fail.” He may not have known it at the time, but he was talking about seasonal PPC advertising.

Before launching your organization’s PPC campaign, you would be wise to take some time to put together a detailed plan of attack. 

The FZA Digital team recommends considering the following factors when compiling your seasonal PPC campaign strategy:

  • The products or services you would like to promote
  • The budget you want to assign to your PPC ad campaign
  • The promotions (if any) you would like to use to entice customers
  • The platform(s) on which you would like to run your seasonal ads
  • The dates you would like your ad campaign to begin and end
  • The people you want to target with your seasonal ads
  • The results you would like to achieve with your PPC ad campaign

Putting together your company’s seasonal PPC plan should take no more than a few hours. However, it can be the difference between the success or failure of your ad campaign – so you would be wise to take it seriously.

It is generally wise to begin planning your PPC campaign at least a couple of weeks before the start of your busy season.

Executing a Seasonal PPC Campaign

Once you have your plan in place, it is time to execute your organization’s seasonal PPC ad campaign.

Of course, executing a PPC campaign is not as simple as putting together an ad and hitting the “publish” button. If you would like to enjoy a positive return on your investment, you would be wise to follow these tips:

Use Seasonal Phrases in Your Ads

If you want to entice people to click on your PPC ads, you need to ensure they stand out from the crowd. Using seasonal words and phrases in your descriptions is one of the best ways to achieve this goal.

An ad that says, “Celebrate Christmas in style in this new t-shirt!” is likely to garner much more attention than one that reads, “You will look great in this new t-shirt.”

Add Countdowns to Your Ads

Including a countdown in your ad is an excellent way to encourage buyers to take action today. The following examples are particularly effective:

  • “Only X days left in the sale!”
  • “Just X hours left on this limited-time offer!”
  • “Buy in the next X days to receive your package before Christmas!”

It is generally best to include your countdown in the headline of your ads. However, you can also put it into the main text.

Link Your Ad to a Seasonal Landing Page

It might be tempting to link your PPC ads to an existing product or service page on your organization’s website. However, you are likely to drive more sales if you create a dedicated seasonal landing page for your campaign.

Remember to include lots of seasonal keywords and a clear call to action on your landing page for best results.

Monitor Your Ads and Make Changes as Necessary

It is typically wise to monitor the performance of your ads throughout the season if you want your campaign to run smoothly.

You should keep a particularly close eye on the following metrics:

  • Click-through rate
  • Cost per click
  • Conversion rate
  • Cost per acquisition
  • Bounce rate

If you find your campaign is not performing as expected, you can make a few changes to your ads or landing pages to improve your results.

Contact FZA Digital Today for Help with Your Seasonal PPC Campaign

Do you need some help launching or managing your company’s seasonal PPC campaign? Then please don’t hesitate to reach out to the experts at FZA Digital. Our experienced team has been helping businesses like yours drive sales and generate leads online for years – and we would be thrilled to offer our services to you.

To find out more about how we can help, please fill out our online contact form or give us a call at (424) 232-0810.

 

How to Measure the Success of Your Facebook Ad Campaign

Advertising on Facebook is one of the best ways to promote your product or service. The social media platform has a global audience of about 2.85 billion, and its users click on an average of 12 ads per month.

However, running a successful campaign on Facebook is not as simple as hitting the “Publish” button and waiting for the sales to roll in. If you want to be sure your ad generates a positive return on investment, it is vital for you to monitor its performance carefully.

The FZA Digital team recommends keeping a particularly close eye on the following metrics:

Click-Through Rate (CTR)

Your click-through rate (CTR) is the percentage of people who decided to click on your ad when it appeared on their screen. Facebook calculates this metric using the following formula:

CTR = (Number of Clicks / Number of Impressions) x 100

The average CTR for Facebook ads is roughly 0.90 percent. However, this figure can vary significantly between industries

If your CTR is a little low for your industry, it might be a sign your ad is not appealing to your audience. Consider making the following changes to the ad to give your CTR a boost:

  • Add a compelling call to action
  • Use a different image or video
  • Target a narrower audience
  • Edit your Facebook ad copy

Do not be surprised if you need to go through two or three rounds of edits before the CTR rises above the industry average. Facebook ad campaigns are an art, not a science.

Conversion Rate

Your conversion rate is the percentage of users who took a desired action on your website after clicking on your Facebook ad. Depending on the aim of your campaign, this action could be any of the following:

  • Purchasing your product
  • Scheduling a service appointment
  • Contacting your sales team
  • Signing up for your newsletter
  • Downloading a document

You can calculate your conversion rate using the following formula:

Conversion Rate = (Number of Conversions / Number of Clicks) x 100

The average conversion rate for Facebook ads is 9.21 percent. However, as with CTR, this figure varies across industries

A lower than average conversion rate most likely means there is an issue with your landing page. You can usually resolve the problem by making a few simple changes, such as:

  • Removing unnecessary fields from forms
  • Adding testimonials and reviews to your landing page
  • Providing users with clear directions on what action to take next
  • Addressing common customer objections on the landing page

Don’t be afraid to test multiple landing pages until you find one that gives you the results you need.

Return on Ad Spend (ROAS)

Your return on ad spend (ROAS) is a measure of the revenue generated by your Facebook ad campaign as a percentage of its cost. To calculate your ROAS, you can use the following formula:

ROAS = (Revenue / Ad Spending) x 100

The ROAS you should aim for will depend on the primary objective of your Facebook ad campaign. If your goal is to increase sales, you may want to shoot for a ROAS of at least 200 percent. However, if you’re more focused on building brand awareness, a ROAS of 50 percent might be acceptable.

At FZA Digital, we recommend waiting until your Facebook ad has at least 50 clicks before calculating your ROAS. Smaller sample sizes can lead to inaccurate performance evaluations.

Frequency

Frequency is a measure of the number of times an average Facebook user has seen your ad. You can calculate it in the following way:

Frequency = Impressions / Reach

Tracking this metric is essential because you do not want to keep putting your company’s ad in front of the same users again and again. Doing so is likely to annoy them. It might even cause them to tell Facebook your ad is “spam” or “not interesting.”

In general, you should try to show your ad to users no more than three or four times. This frequency will give them ample opportunity to consider your product or service without irritating them.

If you think users are seeing your ad too often, you can tell Facebook you would like to optimize for “Daily Unique Reach.” Taking this step will make sure people only see your ad once a day at most. 

Need Help Tracking or Managing Your Facebook Ad Campaigns? Contact the Experts at FZA Digital Today

Don’t have the time to manage or monitor your Facebook ad campaigns? Then please don’t hesitate to get in touch with the knowledgeable team at FZA Digital. We have been helping companies like yours to succeed in the world of online marketing for years.

To speak to one of our friendly representatives, all you need to do is give us a call at (424) 232-0810 or fill in our online contact form. We can’t wait to hear from you!