The ability to set up many different campaigns around the outcome or campaign objective gives you the opportunity to get the best return on every marketing pound spent on twitter. You can grow your followers giving you greater reach for all your organic social content. You can target app downloads, website clicks, website conversions and even use twitter to generate leads without the user having to leave the site.
RLSA allows us modify bids for returning customers in our search marketing campaigns. Some companies will want to bid up, knowing that a returning customer is more likely to convert. This usually applies to products with a very short purchase cycle. A customer comes to the site, they don’t fully get it, they go elsewhere, still don’t find what they need, and then they make the very same search again. At this point we want to grab their attention, bring them back and have them convert with us. Other companies will want to bid down, preferring to only bring new users to the website via paid search. In summary, RLSA can have a very big impact on the total advertising budget, the split between new and returning customers, and also conversion rates.
Obviously getting the campaign set up perfectly so that every single penny of your budget attracts the right people to your website is a little more complex, but that is exactly what we do. And we don’t just set up the account and forget about it. Our campaign managers are dedicated to optimising and improving the performance of your search campaigns every single day. This means that each and every month you’ll be getting better and better results, improved ROI and all the new business sales and enquires you can handle.
Facebook holds a huge amount of data about each and every user, and this wealth of data can be used very effectively to target the right user, with the right promotion based on a myriad of targeting options.
In addition to traditional demographic and location based targeting, facebook adverts utilise advanced targeting techniques such as online and purchase behaviour. The relationship a user has to people already connected to your business or brand, or more broadly you can target users based on their interests, which will be very well defined by the pages and posts they engage with on facebook.
The ability to lay out campaigns by objective is another very powerful weapon in the facebook ads armoury. Growing page likes is useful to build credibility for your business on facebook, you can target app downloads and engagements, encourage website clicks and drive website conversions. You can also make very targeted promotions and increase attendance to events. Like twitter the targeting options combined with predefined campaign objectives make facebook excellent value for money, on a per engagement basis.
It is true that display marketing probably won’t contribute very many direct conversions, but as a comparison, large corporations spend millions of pounds on TV every year, and how many direct conversions could be attributed to a national TV campaign?
Display is about awareness. It introduces your company to potential customers, creating brand recognition, so that in the future they will search for your name directly when they need you.
The measurable effects of display are ultimately increased, direct and organic traffic. People will come back to you from different channels in the future, and at that point you will get the conversion. The value of display in the overall contribution to growing online should not be underestimated.
Robert Hodson founded Jaegerson Digital after many years of working as a freelance digital marketing consultant. He has in-depth experience with companies of all sizes, across multiple industries.
He wanted to formalise his experiences and convert his own passion for digital marketing into a company which was about getting the job done right, and delivering the very best result for the client.
Robert’s early career was spent in sales. He quickly learned that it was much easier to sell the solution to a customer’s needs, than it was to sell what the marketing department put in the brochure [yes brochure, he is quite old]. After many years on the road, and quite literally thousands of meetings with hundreds of clients, he took a step back from the front line and found his niche in marketing.
This was just about the time that websites and the fledgling digital marketing industry were starting to get airtime. Interested in this landscape shift, he chose to focus entirely on understanding how digital could be leveraged to help companies sell more and sell faster.
Robert taught himself how to build websites and more importantly how to optimise them. He studied for his Google exams and, like a good student, got all the certifications. He set about working with companies all over the UK to help them better understand online advertising, and how they could leap ahead of their bigger competitors by utilising these new tactics.
Several years on and here we are. Robert is still very hands on and his direct and effervescent style, combined with his innate ability to cut through the BS and focus on what actually needs to happen, are a breath of fresh air in an industry overpopulated with people who start every sentence with “So, …”
3 facts about Robert Hodson