Which Google Ads Match Type Should You Use?

Which Google Ads Match Type Should You Use?

Have you been searching for a quick and efficient way to generate leads for your dealership? If so, Google Ads is the platform for you. Pay-per-click campaigns (or PPC) can begin driving visitors to your company’s website in as little as 48 hours!

Before you can start growing your business through Google Ads, you’ll need to set up a campaign. During that process, you’ll need to select a number of keywords. When entering your keywords, Google will allow you to choose a match type from these three options:

  1. Broad match
  2. Phrase match
  3. Exact match

The match type you select will tell Google how closely a keyword needs to match a user’s query before the platform considers showing them your PPC ad.

So, which keyword match type should you choose? The answer depends on a variety of factors, including your budget and your marketing goals.

Let’s take a closer look at your options.

Broad Match

When you select broad match, you tell Google it can show your PPC ad to users who search for terms that loosely relate to your keyword. If your keyword is “affordable used cars,” your ad may show on queries such as:

  • “2017 Honda Civic”
  • “Dealerships near me”
  • “Best cars under $10,000”
  • “What to know before buying a used car”
  • “Trucks for sale in Los Angeles” 
  • “Used car maintenance” 

If you choose broad match, Google can also take the following factors into consideration when deciding whether or not to show your ad to a user:

  • The content of your landing page
  • The user’s recent search history, and
  • The other keywords in your ad group

You should select broad match keywords if you want to maximize the number of people who see your ad and visit your website while keeping your cost-per-click (CPC) low.

There is one clear drawback to broad match keywords, however. Because the matching is so loose, many of the people who click on your ad may not yet be ready to buy a car or contact your dealership.

Phrase Match

When you select phrase match, you tell Google it may display your PPC ad to users who search for terms that include the same general meaning as your keyword.

Using phrase match, the keyword “affordable used cars” is likely to show an ad on queries like:

  • “Cheap preowned cars in New York”
  • “Used Civic under $10,000”
  • “Cheap cars for sale near me”
  • “Low-cost preowned vehicles”

However, that same keyword is unlikely to display an ad on searches such as:

  • “Latest deals on new cars”
  • “How to maintain an old car”
  • “Best electric vehicles”

Phrase match generally has a higher CPC than broad match. However, because the matching is a lot tighter, the users who click on your ads are much more likely to become your customers.

Exact Match

When you select exact match, you tell Google you only want it to show your ad on searches that have the same meaning or same intent as your keyword.

With exact match, the keyword “affordable used cars” will only show ads on queries such as:

  • “Affordable used cars”
  • “Used affordable cars”
  • “Used cars that are affordable” 

However, if you use exact match, the keyword “affordable used cars” is unlikely to display an ad on searches like:

  • “Cheap preowned cars”
  • “Affordable vehicles near me”
  • “Used trucks under $10,000”

Exact match is the right option for you if you want total control over who sees your ad. However, this match type generally results in fewer impressions than broad match or phrase match. It can also have a higher CPC than these alternatives. 

Need Google Ads Help? Contact the Experts at FZA Digital Today! 

Do you need some help building a keyword list or selecting the right match type for your Google Ads campaign? If so, please don’t hesitate to get in touch with the team at FZA Digital. We have been helping dealerships like yours generate leads through PPC ads for years, and we’d love to do the same for you! 

To talk to one of our friendly representatives and learn more about our services, all you need to do is fill in our short online contact form or give us a call at (424) 232-0810. We look forward to hearing from you! 

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!

How to Use Google Ad Extensions to Generate Leads

How to Use Google Ad Extensions to Generate Leads

Have you been searching for a way to generate more sales leads for your business? If so, it may be time to take your Google Ads campaigns to the next level by adding extensions to your listings!

What Are Google Ads Extensions? 

Google Ads extensions provide a way to expand your text ads. They allow you to provide users with additional information about your business, such as:

  • Your phone number
  • Your address
  • Your prices, and
  • Your latest deals

Extensions can also increase the size of your text ads, making them easier for users to see.

Google Ad Extensions Example

How to Add Extensions to Your Google Ads Campaigns

You can add extensions to your PPC ads by following these steps:

  1. Log into your Google Ads account.
  2. Select a campaign or ad group.
  3. Click the “Ads and Extensions” button on the left.
  4. Hit the “Extensions” tab at the top.
  5. Click the “+” button.
  6. Select an extension from the drop-down menu.
  7. Customize your extension as desired.
  8. Click the “Save” button to finalize your extension.

Adding an extension to a PPC ad generally takes no more than five or ten minutes, and it can increase your clickthrough rate by several percentage points. There is no additional cost for using Google Ads extensions.

Which Google Ads Extensions Can Help You Generate Leads?

The FZA Digital team recommends using the following extensions to drive sales and generate leads for your business:

Callout Extensions

What sets your business apart from the competition? Do you use ethically sourced products? Perhaps you offer free delivery?

Callout extensions give you the ability to highlight your company’s unique selling points in no more than 25 characters. If browsers find your callout compelling, they will visit your site or call you to learn more.

Sitelink Extensions

Sitelink extensions allow you to direct users to other pages they may find helpful. Many advertisers use this tool to guide people to their contact us and testimonial pages. However, you are free to select other options.

By making it easy for users to find the info they need, you’ll also boost the odds of them reaching out to your sales team to make a purchase.

Call Extensions

Shoppers don’t want an Easter egg hunt to find your phone number. If you force users to search too hard, many will give up before calling your office.

Luckily, there is a better way. You can add a call extension to your ads. In doing so, you’ll allow users to phone your sales team with a single tap. 

Making the process this convenient is all but certain to result in a surge of new sales leads!

Location Extensions

Do you want to encourage Google users to come to your store or office to speak to your salespeople in person? If so, a location extension is a must-have for your PPC ads.

Location extensions add your address to your listing. Mobile users can tap on the link to get directions to your storefront in Google Maps.

Of course, if you plan to use location extensions, you must make sure your contact info is up-to-date. If not, you might accidentally send leads to the wrong address!

Lead Form Extensions

Lead form extensions let users message your business without needing to visit your site. All they have to do is fill out a questionnaire on the Google results page.

The info you can request from users via a lead form extension includes:

  • Name
  • Address
  • Phone number
  • Email address
  • Company name, and
  • Job title

With the lead form extension, Google users can become hot new leads in your sales team’s inbox in less than a minute! 

Promotion Extensions

Telling Google users about your latest discounts and promotions is one of the best ways to encourage them to reach out to your sales team.

Promotion extensions allow you to tell people all about your most exciting offers. They appear underneath your PPC ads, marked by a price tag icon in bold copy.

When users click or tap on promotion extensions, Google can direct them to your offer on your site or landing page, making it easy for them to learn more about the deal.

Need Help with Google Ads? Contact the Experts at FZA Digital!

Do you need help managing your Google Ads campaigns? If so, please do not hesitate to get in touch with the experienced marketers at FZA Digital. We understand how to generate leads using PPC advertising, and we’ll be more than happy to walk you through the process of adding extensions to your ads.

 

To speak with a member of our team, all you need to do is give us a call at (424) 232-0810 or fill in our short online contact form. We look forward to helping you take your business to the next level! 

 

4 Ways to Lower Your Google Ads CPC

4 Ways to Lower Your Google Ads CPC

Millions of companies throughout the world use Google Ads to drive sales and generate leads. If yours is one of them, you’ve probably spent time looking over your analytics, trying to find ways to lower your cost-per-click (CPC).

You no longer need to wonder. The FZA Digital team is here to walk you through four of the best ways to lower your Google Ads CPC.

1. Use Long-Tail Keywords

When trying to lower your dealership’s Google Ads CPC, it is vital to pay close attention to the keywords you are bidding on. Generally speaking, the more competitive your chosen keywords are, the more you will have to pay to win the auction.

Short and broad keywords like “new cars,” “car repair,” and “dealership” tend to have the highest costs. As such, if you want to reduce your Google Ads CPC, shift away from these terms in favor of long-tail keywords, such as:

  • “New Toyota Camry for sale”
  • “Steering and suspension repair in [CITY]”
  • “Reputable Honda dealership near me”

Long-tail keywords like these generally have much lower costs than their broad counterparts. People who search for these phrases are also more likely to convert into paying customers.

To find the right long-tail keywords for your company, you can use the Keyword Planner or look through related Google searches.

2. Increase Your Quality Score

Your Quality Score is the rating Google gives to the relevance of your PPC ads and the layout and usability of your website. 

Google considers the following factors when calculating your Quality Score:

  • The relevance of the text in your PPC ads
  • The expected click-through rate (CTR) of your PPC ads
  • The experience users will have on your website or landing page
  • The historical performance of your company’s Google Ads account, and
  • The relevance of your selected keywords to their ad groups

Google uses your Quality Score to determine the cost of your PPC ads. The higher your rating, the less you must pay for each click.

You can use the following techniques to boost your Quality Score:

  • Write descriptive and relevant ad copy
  • Include a compelling call-to-action in your ads
  • Add appropriate ad extensions where possible
  • Build a dedicated landing page for your ads
  • Improve your website’s loading speeds

To learn more about how to boost your Quality Score, check out our blog on the topic. It features tons of actionable tips and helpful examples.

3. Use New Keyword Match Types

When creating a PPC campaign in Google Ads, you must select a keyword match type. Your choice tells Google how selectively you want to match your ads to users’ search phrases.

Google Ads offers three main keyword match types. They are:

  • Broad Match: Ads can appear on Google searches related to your keywords, even if the search does not contain your keywords.
  • Phrase Match: Ads can appear on searches related to the general meaning of your keywords.
  • Exact Match: Ads can appear on searches with the same meaning or intent as your keywords.

Broad match is the default setting in Google Ads. However, it does not always offer the lowest CPC. You may be able to lower your advertising costs by using phrase match or exact match for some or all of your keywords.

Unfortunately, reducing your Google Ads CPC by editing your keyword match types is not an exact science. You will probably need to experiment with your settings for a few weeks before finding a setup that works well for you and your market.

4. Make Strategic Bid Adjustments

When striving to lower your CPC, it can help to get into the minds of the people you want to click on your ads. In particular, consider:

  • The locations in which they live and work
  • The devices they typically use, and
  • The days and times they are likely to search for your products

Once you have this information in mind, you can adjust the location, time, date, and device preferences for your PPC ads. By optimizing your Google Ads strategy in this way, you can ensure your ads show for the right users at the best times and decrease your cost-per-click.

As with editing your match types, adjusting your location, time, date, and device settings is not an exact science. You may need to experiment with your preferences for a while before you find an optimal strategy.

Contact the Experts at FZA Digital for Help with Your Next PPC Campaign

The skilled marketing team at FZA Digital has been assisting companies like yours with their Google Ads campaigns for years. We know what it takes to drive sales and generate leads online. If you need help lowering your CPC, please do not hesitate to contact us online or give us a call at (424) 232-0810. We can’t wait to hear from you!

4 Ways to Up Your Dealership's PPC Game

4 Ways to Up Your Dealership’s PPC Game

Do you use pay-per-click (PPC) advertising to market your car dealership? If so, you have most likely found it to be an effective way to drive people to your website and generate leads for your sales team.

Unfortunately, unless you are an experienced marketer, you are probably leaving a lot of money on the table. Small inefficiencies and oversights in your PPC campaigns may be costing you thousands of dollars per year in lost revenue.

Luckily, you can eliminate these inefficiencies and take your dealership’s PPC campaigns to the next level by following these four (4) tips:

1. Include Negative Keywords in Your PPC Campaigns

When setting up your PPC campaigns, you probably spend a great deal of time selecting your keywords. However, if you want to maximize your ROI, take a moment to add negative keywords to your ad campaigns as well.

Negative keywords give you the ability to exclude search terms from your PPC campaign. They can help you avoid paying for clicks that are unlikely to turn into paying customers.

For example, if your dealership only sells used cars, you may want to add “new” as a negative keyword in your PPC campaigns. Doing so will ensure your ads do not appear for individuals searching for “new cars for sale.” It will allow you to focus your efforts on customers who want to purchase a preowned vehicle.

2. Experiment with Different Ad Types

When people hear the term “PPC advertising,” they tend to think of search ads. These ads appear as hyperlinked search results when a user enters a specific query or phrase into Google or Bing.

Many dealerships use search ads exclusively in their PPC campaigns.

However, there are other types of PPC ads available, such as:

  • Display Ads
  • Video Ads
  • Gmail Sponsored Ads
  • Local Service Ads

If you want to take your car dealership’s PPC campaigns to the next level, you should experiment with these alternative ad types. You may find your target market is more responsive to images or videos than they are to the traditional search ad.

3. Make Retargeting a Part of Your PPC Campaigns

Most dealerships think of PPC advertising as a way to drive new people to their website. They aren’t wrong. Platforms like Google Ads are a superb way to generate unique web traffic.

However, PPC advertising also gives you the ability to target repeat business and bring shoppers who previously visited your site back for a second or third look. This process is known as retargeting.

Boost your PPC advertising ROI by launching a retargeting campaign. Here’s why:

  • Website visitors who view retargeted ads are 43 percent more likely to convert into customers.
  • The click-through rate (CTR) of retargeted ads is around ten times higher than the CTR of a typical ad.
  • About 30 percent of shoppers have a positive reaction to retargeted ads. Only 11 percent of users have negative feelings about them.

In short, retargeting can reduce your cost of acquisition and increase your revenue.

Most car dealerships find Google Ads to be the most effective retargeting platform. However, you can also generate positive results on Facebook or LinkedIn.

4. Create Customized Landing Pages for Your PPC Ads

Convincing shoppers to click on your PPC ads is only half the battle. Once you get them to your website, you also have to persuade them to give you a call or send you a message.

The number of calls and emails you receive will depend on the strength of your landing page. If you send interested users to a model research page, you will probably generate a few leads. However, if you send shoppers to a custom-built landing page, you will achieve more impressive results.

Your landing page should typically include the following elements:

  • Images: Shoppers want to see high-quality pictures of your cars from a variety of different angles.
  • Unique Selling Points: A bulleted list of the most exciting features in the vehicle is very enticing to buyers.
  • Promotions: Can customers get a $1,000 rebate when they buy the car? If so, tell them on your landing page.
  • Call to Action: A compelling call to action could be the difference between a shopper calling your dealership or leaving your website without reaching out.

You might also want to include the answers to frequently asked questions on your landing pages. Doing so will ensure users don’t have to leave your site to find more information before giving you a call.

Need Help with Your Dealership’s Next PPC Campaign? Contact the Experts at FZA Digital Today! 

Would you like to have the experienced marketers at FZA Digital help you take your PPC ad campaigns to the next level? If so, please don’t hesitate to give us a call at (424) 232-0810 or contact us online. Our skilled team knows how to generate leads online, and we look forward to adding your name to our long list of satisfied customers.

5 Tips for Creating High-Performing Instagram Ads

Have you been searching for a way to promote your company’s product or service online? If so, you may want to consider advertising on Instagram.

The social media app has more than a billion monthly users. Studies show 81 percent of those people say the platform helps them find new products and services.

Of course, promoting your business on Instagram is not quite as simple as throwing an ad together and hitting the publish button. If you want to achieve the best possible results, you will need to follow these tips:

Choose the Right Ad Type

Instagram offers a variety of ad types designed to help organizations like yours achieve their marketing goals. The most popular ad types include:

  • App Installs: For organizations that want Instagram users to install their mobile applications.
  • Lead Generation: For companies that want to transform Instagram users into warm leads for their sales team.
  • Brand Awareness: For businesses that want to increase awareness of their product, service, or brand.
  • Messages: For organizations that want to encourage Instagram users to reach out to ask questions, seek support, or schedule appointments. 
  • Conversions: For companies that want to entice users to take direct sales action on their Instagram ads. 
  • Traffic: For businesses that want to drive Instagram users to their website.

If you want your Instagram campaign to be a success, it is vital for you to carefully consider your objective and select the ad type that best fits your needs. 

Choosing the wrong ad type will result in a lot of wasted time and money.

Target the Right Audience 

Instagram gives you the ability to decide which users should see your ad based on factors like age, gender, location, and interests.

If you want to maximize your return on investment, you would be wise to use this targeting feature to ensure your sponsored posts only appear on the screens of people who are likely to be interested in your products.

If you aren’t sure what your target audience should be, consider sending a short survey to your existing customers. Their responses can help guide your targeting decisions.

Include Eye-Catching Images and Videos

Instagram users typically scroll through their feeds at lightning speed. As a result, your ad may only be on their screen for a fraction of a second. If you want them to stop scrolling to learn more about your service, you will need to grab their attention in a hurry.

Using eye-catching images and videos can help you accomplish this goal. Here are some striking posts you can try to emulate:

Creating eye-catching pictures is not an exact science. However, as long as you make sure your images are vibrant, high-quality, and on-brand for your company, you should achieve some excellent results.

Include a Call to Action

Getting Instagram users to stop scrolling to check out your ad is only half the battle. You also need to get them to contact your team, purchase your product, or visit your website.

Including a call to action (CTA) in your Instagram ads can prompt them to take this step.

Instagram gives you the ability to add call-to-action buttons beneath your ads. Many companies use this tool to give users clear instructions like:

  • Download
  • Shop Now
  • Call
  • Sign Up

You can also include a call to action in the text of your Instagram ads. The following CTAs generally perform well:

  • “Order now to enjoy free next-day delivery!”
  • “Schedule your free consultation today!”
  • “Visit our website to learn more about [PRODUCT]!”
  • “Call now to speak to one of our experienced technicians!”

The best CTAs give people a reason to take action now. If they leave your ad without taking action, they may never return to your company.

Make Changes as Needed

It may be tempting to sit back and wait for the sales to roll in once you hit the “publish” button on your Instagram ad. However, if you want to ensure you maximize your returns, you would be wise to monitor the performance of your ad and make changes as necessary.

If your click-through rate is a little low, you might need to retool your CTA. If your bounce rate is high, you may need to alter your landing page.

Don’t be surprised if you need to go through five or six rounds of changes before you land on a formula that works for your business.

Need Help Creating Killer Instagram Ads? Contact FZA Digital Today!

Creating high-performing Instagram ads can be challenging. Luckily, help is available. FZA Digital has been managing social media ad campaigns on behalf of companies like yours for many years, and we would be delighted to add your name to our long list of satisfied customers. To learn more about our services, please give us a call at (424) 232-0810 or fill in our online contact form. 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 Market Electric Vehicles Online

Electric cars and trucks are more popular than ever before in the US. Data from Experian indicates Americans registered 133,509 new EVs in the first four months of 2021 alone – a 95 percent increase over the previous year.

But how can you convince motorists to purchase your electric vehicle over the ones available at competing dealerships? Through the magic of digital marketing, of course!

Let’s take a look at some of the best ways to market your EVs online.

Search Engine Optimization

  • When a driver decides they want to buy an electric vehicle, they are likely to head to Google to search for one of the following phrases:
    • “Electric vehicles for sale near me”
    • “Best electric cars under [PRICE]”
    • “[EV1] vs. [EV2]”
    • “Electric vehicle tax credits”
    • “How to charge electric cars?”
  • If you want to increase the chances of them choosing to do business with your dealership, you will need to make sure your site appears near the top of the search results for these phrases. You may accomplish this objective by optimizing your website for search.
  • To optimize your dealership’s site for EV-related keywords, all you need to do is follow these steps:
    1. Choose the keywords you wish to target. Tools like Ubersuggest and Long Tail Pro can help you with this step.
    2. Publish information-rich content on EV-related topics. Insert keywords into your posts in a natural way.
    3. Add EV keywords to the headlines and descriptions on relevant pages.
    4. Build backlinks from reputable websites. Guest blogging is one of the best ways to generate these links.
    5. Reduce your loading times. Compressing images and reducing the use of redirects can speed up your site.
    6. Ensure your website is mobile-friendly. Enter your URL into Google’s testing tool for a detailed analysis. 
  • Taking these six steps will show Google your site is trustworthy and full of useful EV-related information. As a result, it’ll be much more likely to send interested shoppers in your direction.

PPC Advertising

  • Want to start generating new electric car sales as soon as tomorrow? PPC (pay-per-click) advertising may be the answer. 
  • Google Ads is by far the largest PPC advertising platform in the world. Its ads generated about $300 billion in sales for companies across the globe in 2020. As such, you may wish to focus your efforts there. 
  • When creating a PPC ad for the electric vehicles on your lot, you would be wise to keep the following advice in mind:
    • Write in the second person. “Find your new electric car here” is likely to perform better than “We have a wide range of electric cars.”
    • Include relevant keywords. As a general rule, you should try to have your main keyword appear at the start of your headline and again in your description.
    • Outline the benefits of electric vehicles. Tell users how switching to an EV can save them money and reduce their carbon footprint.
    • Include relevant facts and figures. A phrase like “save up to $200 a month on gas by switching to an EV” is sure to draw attention to your ad.
    • Add a compelling call to action. Tell users what step they should take next to purchase one of your electric cars.
  • Once you are happy with your ad, set it to run in the areas your customers call home during the hours your showroom is open.
  • When your ad goes live, don’t forget to monitor its performance and make edits as necessary.

Social Media Marketing

  • 54 percent of people use social media apps like Facebook and Instagram to research products they would like to buy. If you can help them with the research process, they might decide to do business with your dealership. 
  • You can provide social media users with information about your EVs in the following ways:
    • Live Videos: Live videos are an excellent way to give users a tour of your electric vehicles. Be sure to answer any questions you receive during your stream.
    • Product Photos: High-quality interior and exterior images can give shoppers some insight into the look and feel of your EVs before they arrive at your showroom.
    • Reviews: Did a previous customer love one of the features in your EV? Sharing their review on social media can help to highlight the best things about the car.
    • Comments: You will receive lots of questions in the comments of your EV-related posts on social media. Providing detailed answers can give shoppers the confidence to take the next step in the purchasing process.
  • You can also drive electric car sales by letting your social media followers know about the incentives and discounts you currently offer.

Need Help Marketing Your EVs Online? Contact the Experts at FZA Digital!

  • Would you like a team of experienced marketing professionals to help you promote your electric vehicles online? Then please don’t hesitate to reach out to FZA Digital! We have been assisting auto dealerships like yours with their marketing needs for years – so we know what it takes to succeed.
  • Call (424) 232-0810 or fill out our online contact form to talk to a member of our team today!

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!