3 Ways to Personalize Your Car Dealership’s PPC Strategy

Google estimates businesses receive around $8 in profit for every $1 they spend on PPC ads. If your company is falling short of that mark, you may need to change your approach. It might be time to begin personalizing your PPC campaigns.

What is Personalized PPC Advertising? 

Personalized PPC advertising involves using analytics to create ads that target specific users or groups of users. It’s about reaching the right person with the right message at the right time.

Because of their targeted nature, personalized PPC campaigns typically result in more clicks, more conversions, and a lower CPC (cost-per-click) than their more generic counterparts. 

3 Ways to Personalize Your PPC Campaigns

There are plenty of ways you can personalize your PPC ad campaigns. The following tactics are among the most effective:

1. Use Ad Customizers in Your Copy

Ad customizers give you the ability to customize your PPC ads based on factors such as:

  • The searcher’s physical location
  • The product the searcher wants to buy
  • The day, date or time of day, and
  • The audience to which the searcher belongs

By using ad customizers, you can turn a generic advertisement that reads “Save money on new phone cases. Free shipping nationwide!” into something much more appealing, like:

  • “25 percent off iPhone X cases. Free shipping nationwide!”
  • “Vehicle delivery included with all purchases!”
  • “$15 durable Android phone cases. Free shipping to West Hollywood!”
  • “20 percent student discount on black Samsung Galaxy cases. Free shipping to Miami!”

These hyper-specific ads stand out from the crowd on a search engine results page. As a result, they almost always deliver a high CTR (click-through rate) and an impressive conversion rate.

2. Remarket Via the Google Display Network

When users leave your website, it can be easy to think you lost a sale. However, it’s often possible to convince people to come back and purchase your product by remarketing to them through the Google Display Network.

The Google Display Network is extensive. It serves ads on around two million sites and reaches over 90 percent of global internet users, making it the ideal platform for a retargeting campaign.

Of course, you don’t just have to remarket to users who have left your site without purchasing a product. You can also target existing customers. They may be interested in doing business with you again!

3. Utilize Custom Audiences on Facebook

Personalizing your company’s PPC ads doesn’t have to be a complex, time-consuming process. With the Custom Audiences tool from Facebook, you can build highly-targeted ads in as little as a few minutes.

To create a Custom Audience, all you need to do is follow these simple steps:

  1. Log into the Facebook Ads Manager.
  2. Click the Menu button and select Audiences.
  3. Choose Create a Custom Audience
  4. Select a Custom Audience source
  5. Follow the on-screen prompts
  6. Hit the Create Audience button

Facebook allows you to pull your Custom Audience from a variety of different sources, like:

  • People who have attended one of your events
  • Users who filled out a lead form
  • People who use your mobile app, and
  • Users who watch your Facebook videos

Once you have built your Custom Audience, you can create advertisements that precisely target their needs and preferences.

Personalized PPC Ads – Prohibited Activity

Personalized PPC ads offer companies like yours an excellent return on investment. However, if you choose to run them, you must ensure you do not inadvertently violate any user privacy laws or policies.

To avoid running afoul of the rules, you should generally avoid running ads that:

  • Collect or contain personally identifiable information
  • Share or gather location data without user consent
  • Use narrow or excessively specific remarketing lists
  • Imply knowledge of sensitive user information, or
  • Target users based on their health, religion, or sexual orientation 

If your ads violate a privacy rule, you may lose access to your account or face a sizable fine.

Need PPC Advertising Help? Contact the Experts at FZA Digital Today! 

Do you need help personalizing your organization’s PPC strategy? If so, please don’t hesitate to get in touch with FZA Digital. Our marketers have been helping companies like yours drive sales online for years, and we are ready to do the same for you!

To speak with a member of our team, all you need to do is pick up your phone and give us a call at (424) 232-0810 or contact us online. We look forward to hearing from you!

5 ways to improve your facebook video marketing

5 Ways to Improve Your Facebook Video Marketing

On average, Facebook video posts receive around 61.3 percent more user interactions than image posts. That increase in engagement alone can lead to a surge in sales.

If your Facebook video marketing campaigns aren’t quite meeting expectations, here are five things you can do to boost your performance.

1. Keep It Short

Users don’t usually come to Facebook to watch long-form video content. If they want to see a 30-minute long video, they are much more likely to turn to YouTube or even Netflix.

For this reason, if you want to generate leads and interactions with Facebook videos, it’s typically best to keep things short. We recommend limiting your videos to five minutes in length.

Facebook users are often hesitant to click on video content that exceeds this length, and those that do hit play are likely to leave before the end of the clip. 

2. Use an Eye-Catching Thumbnail

Facebook users generally scroll through their feeds quickly. If you’d like them to stop to watch your video, make sure you use an eye-catching thumbnail.

The following tips will help you create enticing thumbnails:

  • Use Vibrant Colors: Thumbnails featuring bright shades of yellow, green, and blue are among the most eye-catching.
  • Add Text: Your text should explain the topic of the video in three or four words.
  • Add a Relevant Image: Thumbnails featuring high-quality, relevant images tend to receive more clicks.
  • Be Consistent: By ensuring all your thumbnails look the same, you can begin to build a brand around your videos.

3. Add Captions to Your Videos

Around 85 percent of Facebook videos are watched without sound. To make sure your messages reach as many users as possible, include captions in your videos.

To add captions to your Facebook videos, follow these steps:

  1. Click the “Photo/Video” button at the top of your timeline.
  2. Choose a video and hit “Post”.
  3. When the video is ready to view, click the “…” button.
  4. Select “Edit Video.”
  5. Go to “Upload SRT Files” and click “Choose File.”
  6. Select a .srt file from your computer and hit “Save.”

Adding captions to your videos won’t just help you maximize your reach, it will also accommodate the hearing impaired and shows your business cares about their needs.

4. Craft a Descriptive Title

If you want to entice Facebook users to click on your videos, avoid using vague, generic, or confusing titles, such as:

  • VID001
  • Our Latest Video
  • Check Out This Car
  • Some of Our Favorite Things

You will generate far more plays and engagement by using clear, descriptive video titles, like:

  • 2022 Toyota Tundra Interior Tour
  • X Tools You Should Have in Your Car
  • What to Know Before Buying an ATV
  • [VEHICLE 1] vs. [VEHICLE 2]
  • X Signs It’s Time for a New Car Battery

Users are much more likely to click on your Facebook videos if they know what to expect once they hit play.

Descriptive titles can also help you expand your audience by making your videos more easily searchable.

5. Monitor Your Metrics

Guides like this one can provide you with a range of ideas for boosting the performance of your Facebook video marketing campaigns. However, the best way to figure out how to improve your results is by monitoring your analytics and listening to your audience.

We suggest paying special attention to the following metrics:

  • Overall view count
  • Clickthrough rate
  • Conversion rate
  • Average completion rate
  • Average watch time
  • Engagement rate

These metrics can provide you with clues that will help you edit and tailor Facebook videos to your audience.

For example, if your metrics show lots of people are clicking on your clips, but only 30 percent are watching until the end, you can start reducing the average length of your videos. Similarly, if your completion rate is high but your engagement rate is low, you can consider asking more questions that will encourage users to leave comments. 

Need Facebook Video Marketing Help? Contact FZA Digital Today!

Does your organization need help with its next Facebook video marketing campaign? If so, please do not hesitate to get in touch with the experts at FZA Digital! We have been helping companies drive sales online for years, and we would love to do the same for you! 

To learn more about our social media marketing services, all you need to do is fill in our online contact form or give us a call at (424) 232-0810. We look forward to hearing from you!

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!