Among the current hot topics in the world of social media are the recent changes made to Facebook’s privacy policies. Many, myself included, are not too comfortable with the way Facebook has shared user information. They call it “instant personalization”. I call it extremely sneaky…I had to find a tutorial on how to opt out of everything! (You can find it here if you’re interested: http://tiny.cc/bwrsc). The policy overhaul could blindside Facebook’s more casual users, which is why staying current on social media is so important. Keeping up with the ever changing world of social media can help you to successfully engage your customers and create an open dialogue. Here are some “best practices” for successfully running a social media campaign.
With millions of people searching online everyday, advertisers need to find unique ways to stand out from their competitors. At the same time, consistency, honesty, and giving searcher what they expect can all help contribute to increasing conversions. By combining these two thoughts, online advertisers can create targeted ad copy to differentiate themselves, pre-qualify visitors, and build brand credibility.
Profit per click
Revenue per new customer (through SEM)/ Revenue per customer (overall)
Average order value per new customer
Cost per conversion (search)/ cost per conversion (all channels)
Percentage of (converting keywords/all keywords)
Using the above chart as a reference point, retailers can use the ones below to plan what their budget should be and compare this with their specific SEM objectives. Then, they can aggregate this learning and use it for future promotions.
Keep in mind, when you are filling in a chart like this, your objectives need to be realistic. You should always consider what your current cost per click (CPC) is and what your website’s click to conversion rate is. Ask yourself, “are my objectives achievable given the level of investment?” and “what are the industry benchmarks?” Considering topics like this will help you create a reasonable campaign that fits the needs and also the abilities of your company. After you create your objective-investment scorecard, you should test the campaign and tabulate the results. The raw data will show you how well or poorly the keyword search advertising program performed. Now you can use this information to improve future special event campaigns and ameliorate the results. For more information regarding the objectives-investment scorecard, visit our website to download a copy of the workbook.