Mastering TikTok Ads: Everything You Need to Know to Get More Revenue From TikTok

With over 1 billion users and counting, TikTok presents a great opportunity for businesses to advertise their services, grow their audience, and increase their ROI through targeted ad campaigns.

The challenge? Standing out on such a competitive platform and ensuring the right audience sees your ads at the right time. If you want to get the most from your TikTok advertising budget, you need to employ effective strategies, so here’s how to master TikTok ads and execute winning campaigns.

Who Should Use TikTok Ads?

Anyone can advertise on TikTok. However, TikTok ad campaigns work better if you’re targeting certain demographics.

Here’s what I mean. TikTok typically attracts teens and young adults. According to DataReportal’s research:

43.3 percent of users are aged between 18 and 24.
32.2 percent are between 25 and 34 years of age.

Just over 11 percent are 45 or over, so it’s not the best platform if you’re targeting this age demographic.

We can delve a little deeper into the demographics.

Although men and women use TikTok, it’s more popular with women: females account for over 60 percent of TikTok’s user base.
TikTok is most popular in the United States where there are over 136.4 million users.

Say you’re targeting young U.S. women. Do TikTok ads work better for certain businesses instead of others even within this demographic? Possibly. Fitness and sports-related content are among the most popular content with over 57 billion views, while beauty and skincare content has over 33 billion views.

To be clear, TikTok is available in 154 countries, so it does have global appeal among teens and young adults.

7 Steps to TikTok Advertising Success

While there isn’t a “right” way to run a TikTok advertising campaign, there are ways you can optimize your TikTok ads and boost your chances of success. To master TikTok advertising, follow these seven simple tips.

1. Get to Know TikTok Ads Manager

TikTok Ads Manager is a hub from which you can create, run, and manage your ads. With TikTok Ads Manager, you can:

create engaging ads using different visual formats and templates;
target specific audience groups per campaign; and
track ad performance through customized reports.

How much does TikTok advertising cost? Well, TikTok uses a bidding model, so you can set your own daily and campaign limits depending on your marketing budget. As a guide, be prepared to spend at least $50 per day for campaigns, and $20 per day for specific ad groups.

Before you create TikTok ads, you need a TikTok Ads Manager account. TikTok offers a breakdown for getting going, but here’s a quick start guide.

First, head to the TikTok for Business page and “Get Started.” From the next screen, click “Sign Up” then input your details before hitting “Sign Up” again:

Next, input some basic business details to create your account:

TikTok Ads Manager Input Business Details to Create Account

Once you’ve registered, you’ll need to provide a few more business details, including payment information, and wait for account approval before creating your first ad.

Creating TikTok Ads

From your TikTok Ads Manager account, click the “Campaign” button at the top of the page.
Choose your campaign objective e.g., app installs, traffic, lead generation, or audience reach.
Set a campaign name and a budget. If you choose “No Limit,” your spend is determined by the budget you set at the “ad group” level. Or, you can choose “Daily Budget” or “Lifetime Budget,” which means you’re limited by the daily or lifetime budget you set at the campaign level.
Create your campaign.

Once there’s a campaign set up, you can set up an ad group and then create individual ads. The instructions are super easy to follow, and you can be up and running in minutes.

Here’s something crucial to note. Once you create a campaign, you can’t change the budget. Make sure you’re happy with your maximum spend limits before creating your TikTok Ads campaign.

2. Use Creative Elements to Stand Out

Although you can run ads for up to 60 seconds, TikTok suggests you keep most ads under 15 seconds. Given the short timeframe, you’ll want to use some fun creative elements to stand out, so here are some suggestions.

Try “Branded Effects.” Branded Effects are elements like stickers and filters you can use to enrich your ads.
Choose your ad format wisely. In-Feed ads, for example, look and feel just like native content which helps them feel more authentic, while TopView ads appear at the top of a user’s “For You” section and might help drive brand awareness.
Add music or sound to add extra layers to your ads. Just make sure the music or sound effects match your brand’s voice.

Laneige, a popular Korean skincare brand wanted to increase engagement and encourage people to download a coupon for skincare products. They used Branded Effects to show what people may look like before moisturizing:

TikTok Ads for Laneige Branded Effects Before Moisturizing

Then after moisturizing:

TikTok Ads Thirst for Life Hashtage and Branded Effects Campaign Laneige

The result? 419,000 engagements, 12,000 new followers, and thousands of coupon downloads.

Unsure of what elements to use? View popular posts in your niche, consider why they resonate with your target audience, and apply these principles to your campaigns.

3. Test Spark Ads

Ever seen someone using (and loving) your product on TikTok? Do you wish you could run this user-generated content (UGC) as part of your own ad campaign?

Well, thanks to Spark Ads, you can take existing, organic posts from other TikTok accounts and turn them into original ad content. Why would you want to do this? Let me give you three reasons.

Using existing content means less work for you, for one thing.

What’s more, since the content comes from real TikTok accounts, any activity you generate (such as likes, follows, or shares) is linked to your post. If you’re looking to boost your engagement, Spark Ads can help.

Finally, UGC adds authenticity to your company and helps to boost your brand’s reputation. Since customers are over two times more likely to prefer UGC to branded content, Spark Ads are definitely worth your time.

Here’s an example. Digital bank Up targets Australians aged between 18 and 34. They wanted a creator partnership to build brand awareness and grow their audience reach.

For their mission, Up chose an Australian finance influencer, @TashInvests. They produced Spark Ads which generated over 1.5 million impressions and 76 app downloads, which exceeded Up’s original expectations:

TikTok Ads Up Bank Spark Ads Collaboration

Here are some tips for getting the most from this form of TikTok advertising.

Opt for content with happy, positive undertones to present your products in the best light.
Use short text overlays to emphasize key points e.g. product features.
Run A/B tests to identify which ads are performing best and revise your less successful ad content.
Finally, always ensure you get someone’s permission before using their content in Spark Ads.

4. Test Different Targeting Options

The most successful ads target a specific audience. TikTok knows this, so the platform lets you tailor who sees your ads by excluding certain audiences and directly targeting others.

You can target audiences by dimensions such as their age, behaviors, device, interests, and physical location. For example, maybe you want to target under-25s using iPhones, people based in Canada, men interested in soccer, and so on.

Here’s how to do it.

From TikTok Ads Manager, go to “Ad Group,” then “Targeting.”

Then, choose which audience segment to target. For example, you might choose U.S. users aged between 25 and 44:

TikTok Ads Audience Targeting by Location Age and Gender

TikTok will then optimize who sees your ads so there’s a greater chance of running a successful campaign. Cool, right?

5. Use Data to Leverage Hashtags Effectively

Hashtags allow people to organize content into categories so others can find what they’re most interested in. For example, someone looking for Starbucks content might search for #starbucks.

While you can use as many hashtags as you want, you won’t reach your ideal audience unless you know which hashtags to target, so here’s how you might choose the right ones.

First, check out which hashtags your most successful competitors use. Chances are, it’s worth including at least one or two of these hashtags to boost your visibility.

Next, use trending hashtags. Mountain Dew, for example, targeted #nationalpetday to advertise its “Code Red” beverage in a fun, engaging way:

TikTok Ads How to Use Popular Hashtags Mountain Dew Ad

To find these hashtags, scroll to the “Discover” tab and check out the day’s top tags. Choose any that resonates with you:

TikTok Ads Discovery Feature for Finding Popular Hashtags

You can also find related keywords by searching for a word and leaving the hashtag out. Tap “Hashtags” under the search bar, and you’ll see similar hashtags to include in your campaigns.

6. Create High-Quality Graphics

TikTok is a highly visual platform, so your ads need graphics and videos to stand out. If you don’t have expensive recording equipment, don’t worry; you don’t need it. Here’s how TikTok creator @lucajpeterson quickly creates high-quality visual content.

First, film and upload your video content as usual. Before clicking “Post,” hit “More Options” and drag the “Upload HD” bar right so it turns green:

How to Create High Quality TikTok Ads Video Content Upload HD

Sharp videos bring your content to life. In this Zoomerang TikTok video, for example, we get a real sense of the fabrics, textures, and colors since the brand uses high-quality graphics:

TikTok Ads Zoomerang High Quality Video Footage for Ads

To get the most from your TikTok advertising, upload the clearest, sharpest graphics and videos you can.

Let me leave you a final tip here. According to TikTok’s own research, more than 63 percent of videos with the highest click-through rate (CTR) highlight the main focus product within the opening three seconds. Whatever your marketing goal, get to the point quickly.

7. Keep Your CTAs Simple

When it comes to TikTok ads, you might only have someone’s attention for a few seconds. This means that you need a clear, concise, and actionable call to action (CTA).

CTAs ask viewers to do something, whether it’s visiting your website, using a promo code, or downloading an app. Good CTAs can help boost sales by responding directly to users’ needs and driving specific actions.

For example, Sour Patch Kids wanted to promote its “custom mix” which lets customers build own candy bag. The display card “Make Your Mix” is colorful, engaging, and fun, and specifies the desired action:

TikTok Ads Custom Mix Campaign for Sour Patch Kids

You can access pre-made CTA buttons through TikTok Ads Manager; however, creating your own visual inlay helps make your campaign stand out.

Focus on your goals and use as few words as possible to communicate the message.
Choose the right color palette: your button should complement the ad.
Try to create a sense of urgency that entices viewers to click the button.
Use different versions of the same ad and run A/B tests to see which CTA performs best.

Frequently Asked Questions About TikTok Advertising

How much does TikTok advertising cost?

Your TikTok advertising cost depends on several things. At the campaign level, there’s a daily and lifetime budget of $50. At the ad group level, you need a minimum budget of $20 per day, and your lifetime budget works out as your daily budget multiplied by the number of campaign days scheduled.

How do you create ads in TikTok?

First, create a TikTok Ads account and choose your campaign objective. Name your campaign, set your marketing budget, determine the ad placement, and choose your target audience. Set your campaign schedule and create your ads.

What kind of businesses should use TikTok advertising?

If you’re a business on TikTok, you could try TikTok ads. However, TikTok ads might work best for retailers selling to younger audiences.

What makes a good TikTok ad?

Good TikTok ads are visually appealing with clear CTAs and well-chosen hashtags to boost visibility. They use high-quality images and successfully capture a viewer’s attention within just a few seconds.

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Conclusion: TikTok Advertising

If you want to maximize visibility, increase your ROI, and boost your social media reach, then try TikTok ads. TikTok advertising is suitable for all businesses on the platform, it’s easy to get started, and since you don’t need a huge campaign budget, it’s accessible for startups and small companies.

To create a winning TikTok ad, use images and creative elements like videos where possible, keep your CTAs brief and impactful, and target the most relevant hashtags. Need help getting started? Take a look at my consulting services.

Have you tried TikTok advertising yet? What do you find most challenging about TikTok ads?

What is PPC Management and How You Can Take Advantage Of It To Maximize Revenue

When it comes to getting traffic, you have two main choices: SEO or PPC management. Both options are an effective means of driving prospects to your website, and one isn’t necessarily better than the other.

When used correctly, these methods can deliver results. They just have different ways of achieving them.

Ad spending is projected to grow 7.61 percent yearly through 2026, proving companies see the value in PPC strategies. This article teaches you to get the most out of your PPC campaigns.

What Is PPC Management?

PPC management refers to the spending and strategy behind your paid ad campaigns, including:

the keywords you target
the SEM strategies you choose
the copy you use in your paid ads
the metrics you track and tools you use to track them
campaign optimization
A/B testing

You could manage your PPC ads yourself or consider using PPC management software for some areas. However, it’s a complex endeavor, and you may find you’re losing money if you don’t have a precise plan.

Therefore, many businesses choose to work with a digital agency to maximize their spending and conversions.

Once you choose to work with an agency, they take over your PPC management campaign for you and suggest changes to maximize the effectiveness of your ad.

Why You Need a PPC Management Strategy to Increase Revenue

When implemented correctly, your PPC management approach forms the backbone of a successful online marketing campaign; it’s a great way to get your business noticed in a crowded marketplace and generate fresh leads.

However, without a strategy in place, it’s a struggle to attract the prospects that are most likely to convert, but there are other reasons you need a plan.

A well-targeted PPC management campaign:

Raises your profile: Whichever niche you’re in, the competition is vast out there. Getting noticed means getting your business in front of the right people, and a well-drawn-up plan can enable you to achieve this.
Creates the right ads at the right time: To attract the right people, you need to send your ads to the sites where people are looking for products or services like yours. An effective strategy ensures you know who you’re targeting, why you’re targeting them, and when. This tailored PPC campaign management approach often significantly impacts your success rates. One agency found its client’s CTRs increased by 39 percent, and conversions increased by an incredible 78 percent.
Reduces your cost of conversions: When you know who your audience is, you spend less money. For example, when Hootsuite used an agency to assist with its PPC management, it streamlined its strategy and lowered cost per conversion by 28 percent.
Discovers new keywords: Whether you’re using PPC management software to discover new keywords or working with an agency, new keywords can equal more business. After some changes, Hootsuite found that 51 percent of its new custom came from additional keyword research.
Leads to more conversions: You can considerably increase conversion rates when you optimize your ads.

PPC Management Responsibilities

The main PPC campaign management responsibilities are analyzing and optimizing your PPC ads. This includes analyzing data, identifying trends, and improving the ads.

Other responsibilities cover creating a strategy for paid search, managing budgets, setting up ad groups and keywords, along with bidding strategies.

Then there is:

researching and implementing new strategies
creating reports on campaign performance and making recommendations
completing keyword and competitive analysis
keeping track of Google updates
managing the budget of campaigns, so they are in line with company goals
copy creation and channel targeting

Completing these tasks requires expertise and a wide range of skillsets to achieve the best returns, so some advertisers prefer to use an agency.

PPC Management Strategies to Increase Revenue

There’s more than one way to use ads as part of effective PPC campaign management. Below, we explain some of the most popular approaches, how to use them, and explain why you need them.

Let’s start with A/B testing your CTAs.

1. A/B Test Your CTAs

Not getting the results you want? Then try A/B testing.

A/B testing is the process of comparing two versions of an advertising asset. Aside from your PPC ads, you can split test your emails, web pages, videos, emails, and other types of content to see which one performs better.

As part of your PPC campaign management, you can test your PPC ads:

text
colors
ROI, etc.

However, you want to give special attention to your CTAs to understand which ones get your prospects clicking through and arriving at your marketing page.

HubSpot suggests taking a three-pronged approach to testing your CTAs.

Be specific. You don’t want to run ads with a ton of individual differences, like an array of colors or text. You need to ask yourself some questions first to get meaningful results. For example, do you want to test the wording? Visuals? Placement? Test each ad for one element at a time.
Vary your CTAs. Here, you want similar CTAs that provide the same information but are phrased differently. You could also test components like your CTA placement, color, size, text, etc. Even the most minor changes to a CTA can make a significant difference. Brad Shorr, Director of Content & Social Media for Straight North In Chicago, recently tested the following CTAs:

A. Get $10 off the first purchase. Book online now!.

B. Get an additional $10 off. Book online now.

There’s not a massive difference in the CTAs, but “B” won every time.

Pick a date range, measure your results, and optimize.

2. Use Negative Matching Techniques

An essential part of your PPC management is not spending unnecessary money on ads. There’s a simple way to save money, and it’s called negative matching or negative keywords.

For example, drug development company Nuventra experienced a 70 percent cost savings per lead and a 500 percent boost in conversions when an agency used negative keywords as part of its PPC management.

If you’re not familiar with them, negative keywords are words and phrases you don’t want your ads to show up on. They’re a great way to get super specific with your targeting, and they can keep your ads from showing up on irrelevant searches.

For instance, if you have a PPC campaign for the term “athletic sneakers,” but you don’t want to show up on searches containing the phrase “running shoes,” then add “-running shoes” as a negative keyword.

As Google explains, excluding search terms lets you focus on the keywords most relevant to your customers, and the improved targeting can enhance your ROI.

For a simple way to implement negative keywords, try a free PPC management software tool like WordStream. You just:

add a broad term relevant to your sector
choose your industry
pick your country
wait for the keyword list to popularize
list any irrelevant keywords

You can also use Google’s keyword planner and the search terms report. Google advises that you “look for terms that don’t fit your business model among the queries where you’ve received traffic or in the keywords suggested to you in the course of planning.”

And, “In addition to reviewing the stats in these reports, also look for the intent behind a search.”

Alternatively, use a tool like Ubersuggest to find negative keywords.

3. Make Sure Your Ads Look and Sound Like Organic Results

PPC ads are often the first impression a customer has of your company. Therefore, t’s important to ensure they’re well-designed, well-written, and sound like organic results.

This means that your ad copy should be written in a natural, conversational tone and should not sound like you are trying to sell something. Further, natural-sounding copy is more:

engaging
persuasive
compelling

However, that’s not all you also need to think about. You need to look at natural language processing (NLP) and the role it can play in your SEO strategy.

NLP is becoming a much greater part of our everyday lives, and by 2026, the sector is set to be worth $27.16 billion. Considering its growth and its application to marketing, you can guarantee we’re going to see more of it, so you can’t ignore it.

If you haven’t heard of NLP, it’s a subcategory of AI; if you use predictive text, search on Google, or use a voice assistant, you’re already using it.

NLP is important to marketers because consumers don’t just use keyword-based questions. They use complete questions, which look more akin to long-tail search queries.

For instance:

U.S. States vs. How many states are there in the U.S?

Reconditioned smartphone vs. Where can I buy a reconditioned smartphone?

Keyword analysis vs. What is the best tool for keyword analysis?

There’s another factor to consider: the surge in voice search.

The growth in smart speakers like Alexa is undeniable. According to the analyst company Canalys, the smart speaker market was set to reach 163 million units by 2021.

This growth makes it even more vital that your PPC ads look and sound natural. Below are some tips to optimize your ads for voice search.

use short, concise sentences and phrases when writing your ad copy
add keywords that are relevant to what you’re advertising
include a call-to-action at the end of your ad copy so that people know what they should do next
understand user intent
answer your audience’s questions and address their pain points
use long-tail keywords

4. Use Display Advertising

Display advertising is a form of internet advertising that has become increasingly popular in recent years and includes text, banners, and images,

Although search ads are the most popular, display advertising is growing. According to research published by eMarketer, display advertising grew 41.2 percent in 2021, with ad spend climbing to $105.99 billion and it will continue to grow.

One of the best ways to include display ads as part of PPC campaign management is to have a detailed plan in place first. Decide what type of ads to run, what keywords to target, and how much your budget is.

If your finances are tight, focus your efforts on the best-performing ads and keywords. This approach allows you to get the most out of your advertising dollars without constantly tweaking your campaigns.

Finally, for this section, here are some best practices for display advertising:

include a mix of ad types to maximize engagement with your audience
use quality images to draw attention to your ads
create a call to action
A/B test your ads
include keywords

5. Optimize Your Site for Mobile

In 2020, there were 211 million mobile phone searchers in the United States alone. Fast forward to the fourth quarter in 2021, and 54.4 percent of global web traffic came from mobile.

Further, according to research from Adobe, while mobile shopping has hit a bit of a wall, 57 percent of consumers use their mobiles for browsing.

The message is clear: you need to accommodate mobile visitors.

Put yourself in your customer’s shoes for a moment.

You’re on your smartphone. You click on an email link or a search ad, keen to find out more.

However, the print is so tiny you can’t read it, the images aren’t clear, and you can’t see the information you want to complete the purchase.

What do you do? Wait until you’re on your laptop and click-through then? Maybe. If you remember. Most likely, you click away, don’t go back, and find a competitor.

You see, PPC management doesn’t stop with your online ads. It needs to continue into your landing page, website, or blog, so your prospects have the best experience.

How can you achieve this? By making your prospect’s destination user-friendly and optimizing your site by:

creating a responsive website design
using a fluid grid and fluid images to make sure content is readable on any device
optimizing site navigation so it’s easy to use with one hand
making certain text is readable on small screens without zooming in or out
ensuring the site loads quickly by minimizing images and removing unnecessary files

6. Create Text Ads

Text ads are the most common form of online advertising. They are usually short, with just a few lines of text and a link to the advertiser’s website.

Google defines text ads as, “a form of marketing communication that advertisers can use to promote their product or service on the Google Network.”

Text ads are shown on SERPs as sponsored links, which have been paid for by advertisers as part of a PPC management campaign and throughout Google’s Display Network (GDN), which includes:

websites displaying Google ads
mobile devices
apps
google online platforms such as YouTube and Gmail

To make the most of text ads:

include keywords
address your audience’s pain points
explain the benefits of your product/service
include affiliate and sidelink ad extensions
add numbers
detail the benefits

Finally, use CTAs that get customers to take the next step and purchase, like in this example by Pizza Pizza.

7. Create Native Ads

According to the 2021 PageFair Adblock report, desktop adblocking grew 8 percent to 257 million users, while mobile ad blocking grew 10 percent to 586 million users. However, the research also found that Adblock users were more likely to accept less intrusive adverts.

That’s where native ads come in.

These ads don’t impact the user’s experience the same way some other ads do.

Native ads are advertisements that match the style and format of the other content on a website. In other words, they look like articles, videos, website banners, and other forms of content on a webpage. Examples are sponsored posts on social media or “sponsored stories” on Instagram.

Assuming you’re using Google, you can create native ads by:

signing in to Google Ad Manager
clicking delivery and selecting “native”
picking “new native ad single ad”
choose the type of ad (guided design editor for programmatic and traditional ads, the HTML and CSS editor, or the Android and iOS app code)

Best practices for native ads include:

knowing your audience and targeting them
using a compelling headline to draw readers in
creating an engaging visual
keeping them consistent with your brand
providing useful information or entertainment
including hyperlinks to drive people to your site
using a variety of formats
ensuring ads are responsive

PPC Management Frequently Asked Questions

Who should hire a PPC manager or agency?

If you don’t want to wait for your SEO strategy to kick in, then you might want to consider finding a PPC manager or agency to implement a PPC management campaign.

PPC is a proven way of getting targeted traffic to your site. However, even though you can manage various aspects of your advertising, like keyword analysis with PPC management software, you can still benefit from some expertise.

Regardless of the size of your budget, a PPC agency ensures you’re spending your budget wisely and implementing a solid strategy.

Can you manage your own PPC campaigns?

You could manage your PPC campaigns, but this often means a lot of trial and error and perhaps some financial losses along the way. Successful campaigns take skill and strategy and, therefore, may be more successful when you employ a digital agency to implement them for you.

What are the top e-commerce PPC marketing management tips?

You can identify the keywords that will resonate with your target audience; create an e-commerce ads campaign; segment your ads for better targeting; use remarketing; A/B test ads; advertise on a variety of channels, such as Facebook, Instagram, Twitter, and YouTube to reach new customers and widen the reach of your campaign; and use Google AdWords or Bing Ads for search engine optimization (SEO) purposes.

Does a PPC manager help you decide how much to spend on paid ads?

A PPC manager provides recommendations based on your aims and explains key information like your cost per acquisition, cost per click, and what you can achieve. However, the final decision on how much of your budget you want to assign to PPC is down to you.

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Conclusion: PPC Marketing Management

For many businesses, effective PPC management is an essential part of growing their businesses and attracting qualified leads to their websites.

However, for the inexperienced, PPC campaign management often leads to costly mistakes if you’re unsure of the precise tactics you should be using.

You could use PPC management software tools to find keywords, monitor the results, and optimize when you’re starting.

Nevertheless, you may find it easier to leave the learning curve to others and enhance your chances of PPC success by outsourcing to an award-winning digital market agency.

Which PPC management techniques do you use, and how have they helped your business?

The post What is PPC Management and How You Can Take Advantage Of It To Maximize Revenue appeared first on Buy It At A Bargain – Deals And Reviews.

What is PPC Management and How You Can Take Advantage Of It To Maximize Revenue

When used correctly, these methods can deliver results. They just have different ways of achieving them.

Ad spending is projected to grow 7.61 percent yearly through 2026, proving companies see the value in PPC strategies. This article teaches you to get the most out of your PPC campaigns.

What Is PPC Management?

PPC management refers to the spending and strategy behind your paid ad campaigns, including:

the keywords you target
the SEM strategies you choose
the copy you use in your paid ads
the metrics you track and tools you use to track them
campaign optimization
A/B testing

Therefore, many businesses choose to work with a digital agency to maximize their spending and conversions.

Once you choose to work with an agency, they take over your PPC management campaign for you and suggest changes to maximize the effectiveness of your ad.

Why You Need a PPC Management Strategy to Increase Revenue

However, without a strategy in place, it’s a struggle to attract the prospects that are most likely to convert, but there are other reasons you need a plan.

A well-targeted PPC management campaign:

Raises your profile: Whichever niche you’re in, the competition is vast out there. Getting noticed means getting your business in front of the right people, and a well-drawn-up plan can enable you to achieve this.
Creates the right ads at the right time: To attract the right people, you need to send your ads to the sites where people are looking for products or services like yours. An effective strategy ensures you know who you’re targeting, why you’re targeting them, and when. This tailored PPC campaign management approach often significantly impacts your success rates. One agency found its client’s CTRs increased by 39 percent, and conversions increased by an incredible 78 percent.
Reduces your cost of conversions: When you know who your audience is, you spend less money. For example, when Hootsuite used an agency to assist with its PPC management, it streamlined its strategy and lowered cost per conversion by 28 percent.
Discovers new keywords: Whether you’re using PPC management software to discover new keywords or working with an agency, new keywords can equal more business. After some changes, Hootsuite found that 51 percent of its new custom came from additional keyword research.
Leads to more conversions: You can considerably increase conversion rates when you optimize your ads.

PPC Management Responsibilities

The main PPC campaign management responsibilities are analyzing and optimizing your PPC ads. This includes analyzing data, identifying trends, and improving the ads.

Other responsibilities cover creating a strategy for paid search, managing budgets, setting up ad groups and keywords, along with bidding strategies.

Then there is:

researching and implementing new strategies
creating reports on campaign performance and making recommendations
completing keyword and competitive analysis
keeping track of Google updates
managing the budget of campaigns, so they are in line with company goals
copy creation and channel targeting

Completing these tasks requires expertise and a wide range of skillsets to achieve the best returns, so some advertisers prefer to use an agency.

PPC Management Strategies to Increase Revenue

There’s more than one way to use ads as part of effective PPC campaign management. Below, we explain some of the most popular approaches, how to use them, and explain why you need them.

Let’s start with A/B testing your CTAs.

1. A/B Test Your CTAs

Not getting the results you want? Then try A/B testing.

As part of your PPC campaign management, you can test your PPC ads:

text
colors
ROI, etc.

However, you want to give special attention to your CTAs to understand which ones get your prospects clicking through and arriving at your marketing page.

HubSpot suggests taking a three-pronged approach to testing your CTAs.

Be specific. You don’t want to run ads with a ton of individual differences, like an array of colors or text. You need to ask yourself some questions first to get meaningful results. For example, do you want to test the wording? Visuals? Placement? Test each ad for one element at a time.
Vary your CTAs. Here, you want similar CTAs that provide the same information but are phrased differently. You could also test components like your CTA placement, color, size, text, etc. Even the most minor changes to a CTA can make a significant difference. Brad Shorr, Director of Content & Social Media for Straight North In Chicago, recently tested the following CTAs:

A. Get $10 off the first purchase. Book online now!.

B. Get an additional $10 off. Book online now.

There’s not a massive difference in the CTAs, but “B” won every time.

Pick a date range, measure your results, and optimize.

2. Use Negative Matching Techniques

An essential part of your PPC management is not spending unnecessary money on ads. There’s a simple way to save money, and it’s called negative matching or negative keywords.

As Google explains, excluding search terms lets you focus on the keywords most relevant to your customers, and the improved targeting can enhance your ROI.

For a simple way to implement negative keywords, try a free PPC management software tool like WordStream. You just:

add a broad term relevant to your sector
choose your industry
pick your country
wait for the keyword list to popularize
list any irrelevant keywords

And, “In addition to reviewing the stats in these reports, also look for the intent behind a search.”

Alternatively, use a tool like Ubersuggest to find negative keywords.

3. Make Sure Your Ads Look and Sound Like Organic Results

PPC ads are often the first impression a customer has of your company. Therefore, t’s important to ensure they’re well-designed, well-written, and sound like organic results.

This means that your ad copy should be written in a natural, conversational tone and should not sound like you are trying to sell something. Further, natural-sounding copy is more:

engaging
persuasive
compelling

However, that’s not all you also need to think about. You need to look at natural language processing (NLP) and the role it can play in your SEO strategy.

If you haven’t heard of NLP, it’s a subcategory of AI; if you use predictive text, search on Google, or use a voice assistant, you’re already using it.

NLP is important to marketers because consumers don’t just use keyword-based questions. They use complete questions, which look more akin to long-tail search queries.

For instance:

U.S. States vs. How many states are there in the U.S?

Reconditioned smartphone vs. Where can I buy a reconditioned smartphone?

Keyword analysis vs. What is the best tool for keyword analysis?

There’s another factor to consider: the surge in voice search.

The growth in smart speakers like Alexa is undeniable. According to the analyst company Canalys, the smart speaker market was set to reach 163 million units by 2021.

This growth makes it even more vital that your PPC ads look and sound natural. Below are some tips to optimize your ads for voice search.

use short, concise sentences and phrases when writing your ad copy
add keywords that are relevant to what you’re advertising
include a call-to-action at the end of your ad copy so that people know what they should do next
understand user intent
answer your audience’s questions and address their pain points
use long-tail keywords

4. Use Display Advertising

Display advertising is a form of internet advertising that has become increasingly popular in recent years and includes text, banners, and images,

Finally, for this section, here are some best practices for display advertising:

include a mix of ad types to maximize engagement with your audience
use quality images to draw attention to your ads
create a call to action
A/B test your ads
include keywords

5. Optimize Your Site for Mobile

In 2020, there were 211 million mobile phone searchers in the United States alone. Fast forward to the fourth quarter in 2021, and 54.4 percent of global web traffic came from mobile.

Further, according to research from Adobe, while mobile shopping has hit a bit of a wall, 57 percent of consumers use their mobiles for browsing.

The message is clear: you need to accommodate mobile visitors.

Put yourself in your customer’s shoes for a moment.

You’re on your smartphone. You click on an email link or a search ad, keen to find out more.

However, the print is so tiny you can’t read it, the images aren’t clear, and you can’t see the information you want to complete the purchase.

What do you do? Wait until you’re on your laptop and click-through then? Maybe. If you remember. Most likely, you click away, don’t go back, and find a competitor.

You see, PPC management doesn’t stop with your online ads. It needs to continue into your landing page, website, or blog, so your prospects have the best experience.

How can you achieve this? By making your prospect’s destination user-friendly and optimizing your site by:

creating a responsive website design
using a fluid grid and fluid images to make sure content is readable on any device
optimizing site navigation so it’s easy to use with one hand
making certain text is readable on small screens without zooming in or out
ensuring the site loads quickly by minimizing images and removing unnecessary files

6. Create Text Ads

Text ads are the most common form of online advertising. They are usually short, with just a few lines of text and a link to the advertiser’s website.

Google defines text ads as, “a form of marketing communication that advertisers can use to promote their product or service on the Google Network.”

Text ads are shown on SERPs as sponsored links, which have been paid for by advertisers as part of a PPC management campaign and throughout Google’s Display Network (GDN), which includes:

websites displaying Google ads
mobile devices
apps
google online platforms such as YouTube and Gmail

To make the most of text ads:

include keywords
address your audience’s pain points
explain the benefits of your product/service
include affiliate and sidelink ad extensions
add numbers
detail the benefits

Finally, use CTAs that get customers to take the next step and purchase, like in this example by Pizza Pizza.

7. Create Native Ads

That’s where native ads come in.

These ads don’t impact the user’s experience the same way some other ads do.

Assuming you’re using Google, you can create native ads by:

signing in to Google Ad Manager
clicking delivery and selecting “native”
picking “new native ad single ad”
choose the type of ad (guided design editor for programmatic and traditional ads, the HTML and CSS editor, or the Android and iOS app code)

Best practices for native ads include:

knowing your audience and targeting them
using a compelling headline to draw readers in
creating an engaging visual
keeping them consistent with your brand
providing useful information or entertainment
including hyperlinks to drive people to your site
using a variety of formats
ensuring ads are responsive

PPC Management Frequently Asked Questions

Who should hire a PPC manager or agency?

If you don’t want to wait for your SEO strategy to kick in, then you might want to consider finding a PPC manager or agency to implement a PPC management campaign.

Regardless of the size of your budget, a PPC agency ensures you’re spending your budget wisely and implementing a solid strategy.

Can you manage your own PPC campaigns?

What are the top e-commerce PPC marketing management tips?

Does a PPC manager help you decide how much to spend on paid ads?

If you don’t want to wait for your SEO strategy to kick in, then you might want to consider finding a PPC manager or agency to implement a PPC management campaign.

Regardless of the size of your budget, a PPC agency ensures you’re spending your budget wisely and implementing a solid strategy.

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Conclusion: PPC Marketing Management

For many businesses, effective PPC management is an essential part of growing their businesses and attracting qualified leads to their websites.

However, for the inexperienced, PPC campaign management often leads to costly mistakes if you’re unsure of the precise tactics you should be using.

You could use PPC management software tools to find keywords, monitor the results, and optimize when you’re starting.

Nevertheless, you may find it easier to leave the learning curve to others and enhance your chances of PPC success by outsourcing to an award-winning digital market agency.

Which PPC management techniques do you use, and how have they helped your business?

These Tactical Black Friday Ad Campaign Tips Can Increase Your Revenue 200%

There’s no better time than the Black Friday season to boost your sales. From product launches to store-wide promotions, businesses ramp up their sales and marketing efforts during this time to match the high customer demand.

Not sure where to start? Black Friday ad campaigns are one of the quickest way to drive revenue.

Do Black Friday Ad Campaigns Make a Difference?

Don’t dismiss Black Friday as just another e-commerce trend. Shoppers still spend as much as $9 billion on Black Friday deals in a given year. You can leverage this audience interest to improve your revenue by using effective Black Friday ad campaigns.

Here’s how.

Top 8 Black Friday Ad Campaign Tips

Follow these simple yet powerful strategies to build successful Black Friday ad campaigns.

1. Make Your Sales Specials Clear

How would people buy from you if they don’t know what you’re selling?

If you’re launching a Black Friday ad campaign, make your offers clear. For example, look at this ad by First Hotels.

black friday ad campaigns example first hotels.

The first word makes it clear what the offer is about. Then, the rest of the ad copy is written in simple language to draw attention to the Black Friday ad.

Here is another example from the Clash of Clans Twitter account.

Clash of Clans Twitter Black Friday ad campaign

How do you make sure your Black Friday ad campaign makes your offers clear and attractive?

Add the words Black Friday in a large, eye-catchy font.
Make it easy to understand with simple ad copy like in the Clash of Clans image.
Use striking visuals, animations, and popping elements to draw attention.

2. Research Which Platforms to Run Campaigns On

The best strategies for creating a Black Friday ad campaign vary from platform to platform. Research the popular ad campaign platforms beforehand to make the most out of your time, money, and efforts.

This way, you’ll know which platforms work best for your audience and for the type of content you want to post. It’ll also help you tailor your marketing strategies to the unique features offered by the platform.

For instance, here are some points you need to consider:

Do you want your Black Friday ad campaign to be visually engaging? Then use social media platforms like Instagram. This can be great for fashion and food brands.
Do you want to hold the audience’s attention via engaging text? Then use social media platforms like Twitter and LinkedIn. This can be great for magazines, SEO services, and other text-focused businesses.
Do you want to create an ad campaign with both text and images? Then use social media platforms like Facebook. This can be great for most industries, from small home-based business owners to worldwide franchise businesses.

Your marketing (or ad spend) budget should also be a major consideration when deciding which platform you’ll use for your Black Friday ad campaign.

I recommend comparing the prices of all social media and advertising platforms to see how much money you would need to get similar results on different platforms.

Not all results are replicable, but this will give you a rough idea of which platform can help you take your dollar the farthest.

3. Start Early to Benefit More

Don’t wait for the last day to launch your Black Friday ad campaign. Ad campaign fees can be higher during the holiday season, so it’s best to up your marketing game early on.

Here’s why it helps:

You can launch effective ad campaigns before your competition when there’s little to no bidding for similar products and services.
You save money by buying ads when they’re relatively cheaper.
You generate audience interest which can boost sales when your offers go live.

What’s the best way to start early?

First, plan what your Black Friday ads should contain well in advance. Use audience analysis (more on that below) to refine your plan further.

Second, use words like “upcoming,” “soon,” and “stay tuned” to build excitement and interest. Audience research is essential here too. If you’ve tried A/B testing with your frequent customers before, you’ll have the data to make informed decisions about the word choice and structure.

Finally, set an early launch date. Start your Black Friday ad campaign a few days before the average business would so you can leverage the lower competition time and attract audience attention.

Many businesses typically start advertising their Black Friday deals about a week in advance. However, I recommend considering the period around the first week of November to launch your Black Friday ad campaign.

4. Cash in on Cyber Monday

“BFCM” is a trending term around the Black Friday season. It stands for Black Friday Cyber Monday and refers to the time between the two days when most e-commerce stores offer massive deals.

Here’s an example of a Black Friday Cyber Monday ad by Pololu.

This strategy works because the audience is already in a shopping mode during this season, and receiving combined ads can help increase e-commerce interest.

Here are some things to keep in mind when designing a BFCM ad:

Highlight both Black Friday and Cyber Monday in your ad copy.
Keep the ad copy clear. Don’t clutter it with too much content and colors.
Make your offers clear. Are you offering discounts, deals, free trials, etc.?

5. Understand Your Audience

You can design the best Black Friday ad, but if it isn’t tailored to your audience, it’s not going to be very useful.

Think about it: You don’t want to show a bicycle ad to someone who only travels by car.

For instance, data shows Millennials spent the most money on Black Friday deals. It might be more effective to market your products and services to this demographic if relevant to your business model.

Here are some tips that will help you understand your audience and craft a compelling ad copy:

Get hyper-specific about your target customer. What do they like and dislike? What gets their attention?
Create a buyer persona to make sure you’re looking at the complete picture. You can use HubSpot’s Make My Persona tool to do this more effectively.
Get direct customer feedback through surveys and feedback forms. Here’s a simple but effective example from QuickTapSurvey.

Best Black Friday Ad Campaign Tips - Understand Your Audience

Experiment with different wording to see what best resonates with your audience. Switch up the pronouns from “you” to “we” and vice versa. You can also try using completely different copy to see what works well, which brings me to the next point:
Try A/B testing with graphics, images, and headlines. A/B testing will give you live feedback on whether your strategies are working or not. It’ll also help you pinpoint the areas where your Black Friday ad campaign is lacking and how to improve it.

6. Target Your Ad Campaigns

Now that you understand your audience, it’s time to make sure your Black Friday ads are targeted to them.

Social media platforms like Facebook can be helpful for this. For example, Facebook offers a wide selection of targeting and retargeting options so you can truly narrow down the customers you want to reach.

Best Black Friday Ad Campaign Tips - Target Your Ad Campaigns

Refer to your buyer persona and create specific ad campaigns to appeal to your target buyer. This will ensure you are reaching the right people without wasting a lot of money.

7. Offer Options to Recover Abandoned Carts

Often people will visit your e-commerce store, browse through your products, maybe add a few to the cart, but leave without buying. Research shows e-commerce brands lose $18 billion in sales revenue each year because of abandoned carts.

You can offer options to recover abandoned carts. Here’s how:

Understand and Change

First, start by understanding why people are abandoning the process midway. For example, is it the shipping fees? If so, can you offer discounted or free shipping for Black Friday?

Offer Better Deals

Sometimes customers want to buy the product, but they want to check out competitor products or simply wait for a discount. As an e-commerce business owner, you can use this to your advantage by offering Black Friday discounts and exclusive deals to such customers.

For example, look at the abandoned cart recovery email below, shared by TargetBay.

Best Black Friday Ad Campaign Tips - Offer Options to Recover Abandoned Carts

Emails like this serve three primary purposes:

It reminds customers to complete the transaction if they’ve forgotten it while browsing.
It establishes a sense of trust and loyalty because you’re sending targeted offers right into their inbox.
It gives you an edge over competitors who aren’t offering such deals.

8. Don’t Forget Basic Ad Campaign Optimization

Sometimes, in a quest to create a highly effective ad copy, marketers tend to overlook the basic ad campaign optimization strategies. Don’t be one of them.

To ensure you get the best results from your Black Friday ad campaign, be mindful of the nitty-gritty details. To make this easier, keep the following checklist handy:

Budget: What’s your budget for the Black Friday ad campaign? How can you effectively distribute it across different advertising and social media platforms?
Copy: Is your copy clear and easy to understand? Double and triple-check for spelling and grammar mistakes.
Platform features: Are you using all the relevant marketing features the platform you chose has to offer? For example, are you using the right targeting tools on Facebook? Is your Instagram ad campaign visually appealing?
Platform limits: Be careful about the platform limits like word count, number of characters visible, image display, and page position. This can mess up how your ad is seen if not done right.

Black Friday Ad Campaign Frequently Asked Questions

Here are some of the most frequently asked questions about Black Friday Ad Campaigns.

Is building a Black Friday marketing plan a good idea?

Yes, Black Friday marketing is essential. E-commerce shoppers collectively spend billions during the Black Friday season, making it one of the most lucrative times to up your marketing game.

How should I pick the keywords I target for my Black Friday tactical ad campaigns?

To pick the right keywords for your Black Friday ad campaign, you can use keyword research tools like Ubersuggest, Ahrefs, and Moz. Studying your audience’s needs and consumption habits can also help you understand which Black Friday ad keywords will and won’t resonate.

When should my Black Friday ad campaign start?

If you want to make the most out of your marketing efforts, I recommend beginning early. Start teasing and promoting your offers at the beginning of November to build curiosity and excitement. Plus, it’s cheaper than starting closer to the event.

What are the top tips for ad campaigns for Black Friday 2021?

The top tips for ad campaigns for Black Friday 2021 include audience research, using targeting and retargeting techniques, cashing in on the Cyber Monday sales, and offering abandoned cart recovery deals.

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Tactical Black Friday Ad Campaign Tips Conclusion

Black Friday can be a huge opportunity to attract customer attention, build brand awareness and boost revenue.

It may sound a little intimidating at first, considering the scale of the event, but I hope the tips above help you outline an effective Black Friday ad campaign strategy.

If you’d like to learn more about audience research and ad targeting, check out my guides to find your target audience and powerful ways to improve your Facebook targeting.

Which strategy would you like to start with to ramp up your Black Friday ad campaign efforts?

Business Revenue Financing

If You Have Unpredictable Business Income, Business Revenue Financing Could be the Solution You’ve Been Searching For

It is very easy to have a business with unpredictable income – especially when you have a startup venture. But business revenue financing can help you to smooth out the gaps in your cash flow.

Is Your Business Income Unpredictable?

This is the case for most businesses – you’re not alone. Unless you sell on a subscription basis, sales will go up and down. But in the meantime, you still have to pay for rent and equipment. And you absolutely must make payroll.

What is Business Revenue Financing?

It’s also called royalty-based financing. This is a way to raise capital from investors who get a percentage of the enterprise’s ongoing gross revenues, in exchange for money invested. In a revenue-based financing investment, investors get a regular share of business income until a predetermined amount is paid. Often, this predetermined amount is a multiple of the principal investment. It is usually between three to five times the original amount invested.

The business must make regular payments to pay down an investor’s principal. But this method of financing is different from debt financing. For one thing, interest is not paid on an outstanding balance. And there are no fixed payments. Payments to investors directly relate to how well a particular business is doing. If sales dry up, the investor gets a lower royalty payment.

Demolish your funding problems with 27 killer ways to get cash for your business.

What About Equity Financing?

It’s also different from equity financing. The investor does not have direct ownership in the business. Hence revenue-based financing is often felt to be a hybrid, between debt financing and equity financing.

In some ways, business revenue financing is like account receivable financing. With AR financing, a company uses receivables (outstanding invoices or money owed by customers) to get financing. The company gets an amount equal to a reduced value of the receivables pledged. The age of the receivables affects the amount of financing the company gets. See investopedia.com/terms/r/revenuebased-financing.asp.

Because repayment of the loan is based on revenues, the time it takes to repay the loan will fluctuate. The faster revenue grows, the quicker you’ll repay the loan, and vice versa.

The percentage of monthly revenues committed to repayment can be as high as 10%. Monthly payments will fluctuate with revenue highs and lows and will continue until you’ve paid back the loan in full.

The duration of the loan ultimately depends on the success of the business. The faster the business grows, the faster the loan is repaid. The RBF provider sees better returns the faster you pay the loan in full. This is one reason the underwriting process focuses not only on your current revenues, but also on your business’ potential to quickly increase revenues.

Providers will expect you to have a plan to increase your existing business revenue tenfold, as part of the application process. Since the loan is based on your current revenue stream, lenders will want to see potential growth opportunity for your business.

Investors’ expectation is that the funds that they lend you will be used to start and support planned growth. This is like what venture capitalists would ask for through a fundraising process. See fitsmallbusiness.com/revenue-based-financing.

Which Companies is Business Revenue Financing Best For?

Business revenue financing is perfect for entrepreneurs looking for fast, easy money with little headaches. You can easily get approval for financing as much as $500,000, within 72 hours, based on a simple review of business bank statements.

This program works to help clients get funding, based strictly on cash flow as verifiable per business banks statements. Lenders will not ask for financials, business plans, resumes, or any of the other burdensome document requests that most conventional lenders demand. You can get approval even with bad credit.

One class of businesses which find RBF appealing are those too small to attract venture capital. This also includes businesses which would not normally attract VCs, like mom and pop businesses. VCs are more interested in industry-disrupting businesses.

Businesses can still have solid revenue streams, even if VCs don’t take an interest. Such solid revenue streams can grow and be sustainable for a long time. BRF can be a good fit for companies that fit this mold, because revenue-based lenders make loans based on growth potential. They are not looking for the huge returns that venture capitalists demand.

BRF is great for companies where the ownership wants to retain control. Some businesses will be growing quickly enough to attract the attention of venture capitalists. But the ownership might not like the idea of diluting their equity or giving some degree of control to a venture capitalist. With RBF, you get a loan to repay to the lender. It does not require release of an equity stake in your business, as you would have with funding from a VC.

Demolish your funding problems with 27 killer ways to get cash for your business.

Did You Know that Credit Suite Offers Business Revenue Financing?

Credit Suite works directly with lenders. We work with hundreds of investors and lenders, through several different funding programs. These lenders all offer their own different and unique lending requirements. It can be tough to navigate these alone and know all your options. This is where we help. For more information, go to creditsuite.com/business-loans.

How Do You Qualify for Business Revenue Financing?

This program is one of the easiest, most hassle-free ways you can get business funding. To determine approval, lender will often review 4 – 6 months of bank statements. All the lenders are looking for is consistent deposits. They want to see deposits showing your revenue is $120,000 or more, with $150,000 required for unsecured.

Lenders will also verify that you have been in business one year or more. Lenders are also looking to see that you don’t have a lot of Non-Sufficient Funds (NSFs) showing on your bank statements. They also want to see more than 8 deposits in a month going into your bank account. In essence, all they are looking for is that you manage your bank account responsibly and have a decent number of consistent deposits. If you meet these simple criteria, you can get approval!

Can You Qualify for Business Revenue Financing If You Have Credit Issues Now?

Our revenue financing program is perfect for business owners with credit issues. Lenders are not looking for, nor do they require, good credit to qualify.

You can even get approval with severely challenged personal credit and poor credit scores. You can get approval regardless of personal credit quality, even if you have severe recent derogatory items and collections on your credit report. This is one of the best and easiest business financing programs that you can qualify for, even if you have personal credit problems.

Demolish your funding problems with 27 killer ways to get cash for your business.

Get Fast Funding with Business Revenue Financing

You can get pre-approval for our revenue financing program, within 24 hours. Also, you can get a formal approval, within 72 hours from submitting your application.

Get your money in your bank account, within 7 days or less from applying. Our clients love this program partly due to how easy it is to apply and get approval, and how FAST you get your funds!

You can get money consistently from our Business Revenue Financing Program. Over 80% of our clients come back for even more financing after their initial approvals. Typically within 3 – 6 months of approval, you will get an opportunity to get even more money than you got before. And all you will need for approval for additional funding is a quick review of your last 2 months bank statements.

You can get your money in your bank account within 24 hours or less. Our revenue financing program helps you rapidly grow and scale your business. You will have ongoing access to receive more and more funding easily, and very quickly, just when you need it!

What are the Benefits of Business Revenue Financing Through Credit Suite?

Get 24-hour pre-approval. Loan amounts to $500,000; $150,000 for unsecured. Application to funding in 7 days or less. Get approval for additional future funding. Easy bank statement review for approval.

Pay no application fees. Also, get approval with bad credit. There are no collateral requirements. 3 to 36 month financing terms. Get approval for up to 12% of annual revenue.

Business Revenue Financing: Takeaways

Business revenue financing is a means of getting a loan. Investors lend based on your business’s potential to grow and earn. Your business pays the loan back with royalty payments. Royalty payments go up and down based on business revenue. If your business makes less, then you pay back less. BRF investors often get three to five times what they put in.

Business revenue financing works well for businesses too small or conventional to attract VC interest. It’s also good for businesses where there is VC interest, but the ownership wants to retain control. It’s also good for entrepreneurs with poor personal credit. All they need to do is show revenues. Credit Suite offers a business revenue financing program. We help you navigate the complexities of several lenders with varying requirements. Let’s take the next step together.

The post Business Revenue Financing appeared first on Credit Suite.

SMS Marketing Doesn’t Suck: Here’s How to Use it To Generate Revenue

Did you know the average person checks their phone 160 times a day?

Which is just one of the reasons SMS marketing no longer sucks.

Forty-six percent of people say they check their phones before they even get out of bed.

The point is that people keep their phones handy and are always ready to use them to find information or check the latest social media updates.

Plus, open rates for texts vastly surpass email — 98 percent versus just 20 percent for email.

Mobile advertising works, but only if your message makes it to the consumer’s inbox, and only if your ad is mobile-optimized.

It’s the only way to steer clear of the noise and get a positive return on investment.

Most online marketers laugh at the idea of SMS marketing because they think it’s more regulated than email marketing. But that’s a myth.

Watered-down, mobile-targeting tactics are costing you conversions, clients, and revenue.

Meanwhile, SMS marketing is lurking in the background, waiting for you to capitalize on it.

Here’s why (and how) you should revisit SMS marketing to generate revenue.

The Many Advantages of SMS Marketing

Do you think Instagram has good engagement numbers?

Wait until you see what text messages get.

SMS Marketing Advantage #1. Texting Has The Best Engagement Rate of Any Marketing Medium

Emails can sit unread for days, phone calls can go unanswered, but text messages are almost always read immediately after they’re sent.

We already talked about the comparatively dismal open rates for email. The average CTR for PPC ads is even worse at 2%.

The point is that SMS marketing is underrated and underappreciated.

But nothing great comes without its catch.

It’s neither ethical nor legal to send unsolicited messages with text-message marketing.

You need a written opt-in.

sms marketing example of unsolicited message

Fortunately, customers have an easy way to opt themselves in — or out — straight from their mobile phones with most text-marketing services.

Using Attentive’s patent-pending “two-tap” technology, customers can opt-in to a brand’s text messaging subscriber list seamlessly from their mobile website, social media, or other digital channels.

With one tap, a message will populate in their message inbox. They simply press send on the pre-populated text message to opt-in and receive a welcome message.

Here are some of the advantages of mobile text messaging.

SMS Marketing Advantage #2. It’s Trackable

There are countless texting platforms that allow you to manage your campaign all from your desktop.

Find a solution that will give you access to detailed analytics that lets you track each step in the conversion process, starting with the initial delivery and opening.

SMS Marketing Advantage #3. You Can Leverage Interactive Content

Mobile messaging makes it possible to get feedback from your recipients quickly via a quick tap on the ‘reply’ button or a click on your link.

You can deliver quick, simple messages that direct subscribers back to your site.

For example, Chipotle excels at using mobile messaging to drive sales.

It’s short and sweet. It gets straight to the point with “free chips and guac” if you play their game.

Not a bad deal, right?

Especially since they have queso now, too.

Get creative with your text-marketing campaigns and take a page out of the Chipotle playbook.

SMS Marketing Advantage #4. Immediate Delivery

Overall, mobile marketing is fast. Once you press “send,” your message goes out instantly.

You can set up a campaign and have hundreds of clicks within minutes.

SMS Marketing Advantage #5. Add a Personal Touch

Sending a text message via your mobile device gives you an informal opportunity to personalize the message.

For example, the Banana Republic often sends text messages that include words like “friends” and “your.”

Using words like “you” and “I” is one of my favorite techniques for driving engagement.

The Banana Republic also does an excellent job of tapping into local events that are relevant to the recipient.

See? The opportunities with SMS are endless.

You can personalize your message, direct users to fun games where they can win coupons, and track every step of the conversion process.

Here’s how it works.

The Basic Components of SMS Marketing

The two basic components of a typical SMS-marketing campaign are the keyword and the shortcode. Here’s an example:

Text “POPCORN” to 555555 for our weekly list of flavors!

“POPCORN” is the keyword that gets placed in the body of the message.

“555555” is the shortcode that gets put in the recipient box.

When a customer sends that message, they’re “opting in” to your campaign. It’s as easy as that.

From there you can do a few different things.

Go ahead and send them a single, automated response to follow up and let them know what to expect next. Or you can just add them to a list that will send additional texts over time.

There are other ways to get customers to opt-in. Let them check a box on an order form or submit their phone numbers online.

Numbers received this last way have to be confirmed, however, since a customer could always enter a number incorrectly.

So before you add them to a campaign, you’ll have to confirm their participation with another message.

For example, you could send. “Text ‘YES’ to receive weekly coupons.”

Once they’ve opted in, customers can also respond to your messages with sub-keywords.

For example, sending the phrase “Hours” could trigger an automated text to send business hours, and “Stop” could remove the subscriber from the list.

Allowing customers to use sub-keywords gives them a way to interact with your business. It also enables them to opt-out of your campaign if they wish to stop receiving messages.

Once you’ve got the basics down, you can tap into creative ideas — like Chipotle’s game, which we covered earlier.

SMS Marketing Strategies to Try

Mobile texting tactics are diverse.

However, they should be pretty familiar if you’ve already run social promotions and contests.

For example, you can send coupons, drive traffic, or engage people through fun, simple games.

Here are some of the best potential uses for SMS marketing.

SMS Marketing Tip #1. Coupons and Exclusive Deals

Start by creating uniquely-generated coupon codes to prevent non-subscribers from taking advantage of your deal.

That way, people have to subscribe to save.

Check out this example from Redbox:

Redbox also takes advantage of “add to wallet.”

It’s giving you a simple one-click option to hook up your phone’s payment system with its offer.

Plus, the subscriber gets an extra incentive for taking this additional step. Customers don’t have to take an extra step to pay when they want to rent movies.

SMS Marketing Tip #2. Use Drip Campaigns

Drip campaigns are automated messages sent based on specific factors, such as how long someone has been a customer.

Think of this as just another form of marketing automation.

You can create triggers or tailored responses depending on each individual’s status.

In the context of coupons, for example, you could send a 5 percent off coupon right after the subscriber signs up, a 10 percent coupon after three weeks, and a 20 percent off coupon after two months.

The longer they stick around, the bigger the potential bonus. So you’re incentivizing the action you want.

Best of all, you can schedule these to run automatically.

One will be sent as soon as a customer signs up or opts in. That way, you don’t need to keep sending individual messages.

SMS Marketing Tip #3. Poll Your Customers

Polls let your customers text different keywords to cast a vote.

With most services, you can run polls to collect responses over a period of time and graph the responses from your online dashboard.

These are relatively simple when you think about it.

However, they offer an interesting content piece.

You can use the results internally to improve your operations.

Or you can reuse the results in both blog and social content to leverage your unique, proprietary information.

The people who left an answer will also be more eager to find out what the eventual results were and even help you share them.

SMS Marketing Tip #4. Run a Sweepstakes Contest

You can have customers sign themselves up for sweepstakes by texting a particular keyword.

Once again, this is a standard promotion tactic.

You can select some winners from everyone who opts in. Or you can also give away a smaller prize to every person who texts your keyword.

You can even use it as an opportunity for cross-promotions.

Sterling Vineyards and Uber did that to give away free rides to Sterling’s customer base.

SMS Marketing Tip #5. Send Photos and Videos

In addition to actual text SMS messaging, you can also send photos and videos.

Here’s what I mean.

Let’s say you wanted to send an eBook preview or another image-style CTA.

Check out this example I created to see what’s possible with just a few minutes worth of work.

Sms marketing tip send photos and videos

Want to create this type of marketing message? I’ll show you how a bit later in this piece.

Use Facebook to Grow Your SMS List

Instead of putting all of your eggs in one basket, use multiple channels to segment subscribers.

SMS and Facebook Ads are excellent on their own. But they can be even better when you use them together.

I recommend checking out Facebook’s lead ads to integrate with your SMS campaigns.

Lead ads are great for collecting data and information to build up a large subscriber base.

Here’s how to get started.

Head to the Facebook Ads Manager and create a new ad, selecting lead generation as your objective.

sms marketing choose a goal in facebook ads

After you’ve set your target audience, budget, and placements, head down to the lead form option to set up your ad and collect phone numbers.

Here’s what the finished product should look like.

Now you get a multi-step form that doesn’t bombard the user with an instant information grab.

Instead, it uses multiple steps to warm them up to your offer.

Pretty cool, right?

Here’s what the second step of the form looks like.

Once you’ve configured your settings, you’ve got a simple way to collect phone numbers immediately.

That means you’re almost ready to start getting your first SMS campaign off the ground.

How to Automate SMS Marketing

Since we’re into the idea of working smarter and not harder, I suggest automating the SMSM marketing process.

Let’s face it: Marketing automation saves precious time you can spend growing your business.

For example, you don’t have to manually export and import lead data. Instead, you can use a tool like Zapier to quickly build out an automated process.

Zapier connects with just about every marketing software you can think of, including MailChimp, Gmail, Facebook Ads, Slack, and many of the biggest CRMs on the market.

So if you get a few people submitting phone numbers in your Facebook lead ads, you can send them directly to your CRM, your messaging platform, and even various SMS marketing platforms. All at the same time!

Here’s a few of the texting apps they work with, or you can search here.

Let’s dive straight in, shall we?

First, select Facebook Lead Ads from the workflow ideas list.

Next, select it as your trigger.

sms marketing connect fb lead ads and zapier step 2

So whenever a lead fills out your lead capture form, it will trigger the following action that you want to set.

I’ll show you how to set that up in one second. But it could be anything from sending that lead form information to your CRM to connecting it to your SMS marketing software.

Now, let’s select this action once you’ve connected your Facebook account to Zapier’s workflow.

The action determines what happens with the data from your lead forms.

SMS marketing zapier and FB lead ads step 3

For example, you can instantly add a new lead to your SMS app of choice. Then you can even automate the first message that will go out to them after they’re added.

All of this automation saves you countless hours of manually transferring data and information.

Conclusion

Let’s be honest: SMS marketing can be kinda spammy.

It has evolved a lot over the past few years, though.

People are attached to their phones more than ever, and SMS marketing allows you to get direct access to your customers.

If you can get them to opt-in, they’re never going to miss an update or offer from your company ever again.

Especially if your SMS are personalized for the recipient!

Find an SMS app and start sending coupons, polling your customers, running sweepstakes, sending photos, and driving sales. The options are limitless.

Get creative with your text offers and watch your ROI grow fast.

Have you received any SMS marketing messages that you just had to respond to?

The post SMS Marketing Doesn’t Suck: Here’s How to Use it To Generate Revenue appeared first on Neil Patel.

SafetyWing (YC W18) Is Hiring a Chief Revenue Officer

Article URL: https://angel.co/company/safetywing-3/jobs/900187-chief-revenue-officer

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Snap stock jumps 20% as revenue tops estimates

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Super Micro to relist shares on Nasdaq; raises revenue guidance

Super Micro Computer Inc. said Thursday the Nasdaq has approved its application for relisting company shares on the stock exchange. The stock is expected to begin trading on Jan. 14 under the ticker SMCI. Super Micro had been delisted after missing filing deadlines and thus was out of compliance with Nasdaq requirements. “This marks our successful comeback and is the culmination of our efforts to become current with our SEC filings. We are pleased to begin a new chapter for Super Micro that is based on improved internal controls and a dedication to profitable growth,” Super Micro Chief Executive Charles Liang said in a statement. In the same statement, the company said it expects fiscal 2020 second-quarter revenues in a range between $850 million and $880 million, compared with a previous guidance between $810 million and $870 million.

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