R.A.C.E

In an ongoing optimisation effort, there are four key stages( not in the same order):

Renew, Attract, Conversion and Engagement.

Attract–Obviously the first step involves “Right Message” to your audience.

Right Message to the RIght set of Audience at the RIght Time….

Engagement–This involves “driving in” the audience and measuement of clicks and CTR.

Gives you an indication if the message is correct, re-writing the ad copies for optimisation purpose.

Conversion– Cost per conversion, CPC, Average position, COst, COnversion rate, Revenue per conversion.

ROI doesnt always need to be attributed to sales, it can even in some cases be value per pageview, time spent on a page etc.

Renew–At your conversion stage,either the user fulfils the goal you set or they may drop off. What do you do with them?

Well, you build loyalty and nurture those who converted through giving them incentives, special promotion packages.

And for those who didnt, you still can use those data for figuring out why they didnt convert–was it lack of an offer? did your landing page take time to load?was there a clear CTA?

The stages given above are repetitive in nature and most importantly you should be nimble enough to lug in loop holes if any.

Remember,metrics are not just for reporting, they are for you to take actions.

Twitter v/s Facebook PPC challenges

 

Hashtags and the latest IPO have made twitter the talk of the town. but the talk of the marketers have been…”can twitter challenge facebook when it comes to PPC model advertising”?

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Is twitter a more brand channel or can we still fit in a fair amount of direct responses, much like facebook?

To look this through, we must evaluate what is in favour and what isn’t in favour of twitter.

What works for twitter?

—The self-service model is quite a remarkable and scalable oppurtunity much like ad-words account.

—It does cater to a global set of audience, can be an advantage if markters are looking to advertise globally.

—That said, twitter does allow and facilitate in Geo-tagged inventory, helping in delivering local specific messages.

—The engagement rates (read as CTR) are relatively higher than Facebook and quite comparable to Google. 

—By acquiring MoPub, it does make a statement on its seriousness to cater to mobile audiences.

What doesnt favour twitter??

—The IPO showed us that Twitter UV were around 200 million, which translates to less than 25% of Facebook and Google audiences.

—With majority of ad inventory and revenue coming in from mobile, it would be a challenge for direct response campaigns simply because of a lower conversion rates on mobile as against desktop.

—With multiple jargons and redefinition of words like “followers”, “tweets”,most of the advertisers still do not understand the implications of buying a specific hastags or a bunch of followers. 

—How does one create an engaging tweets? this is still a challenge and require more creativity.Getting followers is the easier part, how do you engage them?

Well, with a good IPO performance and lot of dollars made, it will still be interesting to see how PPC evangelists approach Twitter. Like Facebook, it may take time figuring out what to do and what not.