Coffee Break Guides Day Two: The Landing Page

Today’s 5 minute Coffee Break Guide is all about the landing page for your ads.

People tend to put lots of effort into what the ad itself says and who it is targeting, but then link it to a bad page.  It doesn’t matter how freakin’ amazing your ad is if you’re sending the traffic to a dud page!

Day Two: Coffee Break Guides

Here are our top tips for landing page success…

1. Focus on the Form

The idea of a landing page is to remove all distractions from the page and have one clear focus – getting the inquiry.  You want the customer to click the ad and be drawn towards the inquiry form at the top of the page, where they will enter their details to get a free quote, a consultation call, a free eBook – whatever you told them about in your ad.

Even the best mobile optimised websites in the world can get fewer inquiries, as people read through the information, browse the site, then run out of time and have to go offline.  Focus on a fast conversion from the ad to the inquiry form, with just a few other bits of content on the page that incentivise them to proceed, such as before/after photos for a landscaping business.

2. Mobile Optimisation

This one is SO important – over 90% of people clicking ads are likely on their mobiles or tablets, so the page they land on has GOT to look great on mobile.  If you have ever clicked an ad and landing on a page that isn’t mobile optimised, you’ll know how little patience you had with it.

We use Instapage, but there are several other great tools to create landing pages that you can design separately for mobile devices.  Many landing page providers charge around $100 a month – they are completely free including hosting with our packages.  Contact us here for more details.

3. Add Your Tracking Pixels

If you click here, you can read all about the Facebook pixel and why it’s so important.  Make sure when you design a landing page, you also add the pixels to the page in the same way you would add them to your website.  You can apply the same pixel to both your landing page and your website.  This way you can retarget traffic that visits both platforms.

You can also add Google Analytics and Google Adwords Conversion Pixels to a landing page – contact us if you need help with installing these.

4. Incentivise an Enquiry

Some of the best inquiry boosters for our clients are:

– Free Consultation
– Free Quote
– 10% off When You Enquire Now
– £50 off First Orders
– Limited Time Package Offers

These messages just above where you’re collecting their name and email address will help you to seal the deal.  You can also apply countdown clocks to inquiry forms, which work well to add urgency alongside limited time offers.

5. Fast Follow Up

 

The longer you leave it to reply to an inquiry, the less chance you have of closing the deal.  Our landing page forms are set to email our clients automatically when a new inquiry comes in.  This way, they can immediately call or email the customer back to proceed with their booking.

If you need any help designing a landing page, drop us a message now!  They are completely free with our Facebook marketing packages including monthly hosting: click here to send an inquiry.

 

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Coffee Break Guides Day One: The Facebook Pixel

We get asked almost every day what the Facebook pixel is, why it’s important and how the hell you install it!  That’s why today’s Coffee Break Guide is all about the precious pixel…

Coffee Break Guides

What Is It?

A pixel is a teeny bit of code that goes into the back end of your website.  If you have built your website on a system like WordPress you’re in luck, as there are lots of great plugins that you can download for free such as Pixel Caffeine and Pixel My Site, then it’s just a case of putting your unique pixel code into it which takes seconds.

So what happens next?  Well, if someone visits your website from anywhere, for example, a Google search, directly typing in your website address, an email link, your Facebook profile, the pixel will ‘fire’ and register that person’s visit to your website.  You can also install ‘lead events’ which are extra bits of code that you ONLY place on certain pages.  Here are some examples:

AddToCart – you can use this to track when someone adds something to their cart.  This way, you can send abandoned cart messages to those who didn’t complete the purchase, and get them to come back.

InitiateCheckout – this will track who started the checkout process, you can then retarget people who didn’t complete a purchase with a discount code for example.

Lead – you could install this on the ‘thank you’ page after someone submits an inquiry, so you then know which of your ads led to an inquiry on your website.


How Do I Use It?

1. Retargeting
The pixel allows you to target people with ads based on actions they’ve previously taken on your website.  So for example, you can create a custom audience in Facebook and say ‘show my ad to anyone who has been on my website in the last 7 days’.  This is ‘retargeting’ and it is so effective when trying to convert clickers into enquirers.

They say on average someone needs 8 interactions with a business before they make a purchase – depending on the value of the item and decision-making process, it can be even more than this.  It’s important to not only run ads consistently but be retargeting content to your website visitors, building that trust and increasing the chances of a conversion.

2. Lookalikes
Not only can you target people that have been to your website, you can also find people that are just like them!  Facebook profiles each and every one of us, and it can take a look at your pixel data to find an audience that is just like the people visiting your website and taking action on it.

Lookalike audiences can have a 48% higher click-through rate than a general interest audience.  One laser clinic we worked with said her phone was on fire the first day we switched from an interest-based audience to lookalikes, and we have similar results for many different industries.

3. Reporting
One great thing about the lead event pixels is that you can match back conversions from your ads, so you know which one worked the best.  You can see in ads manager how many actions were 
taken on a pixel, for example, a fire of the lead event pixel on your inquiry form would show you how many people sent an enquiry after seeing a specific ad.


Sounds Great!  How Do I Get One?

Facebook have made this process nice and easy, but if you need any help getting your pixel set up, you can send us an enquiry here.  This step by step guide walks you through how to get the pixel from your Facebook ads manager account:

Have any questions?  We’d love to help!  Just drop us an enquiry here and we’ll be able to answer any questions you have.

READ DAY TWO: THE LANDING PAGE HERE


Make sure you join our Facebook Group so you get all of our future Coffee Break Guides!

 

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Messenger Broadcast Composer is coming….

There’s an exciting new tool on the horizon for small businesses wanting to reconnect with their audience – messenger broadcast composer.

The tool will allow the user to effectively blast messages out to anyone who has previously connected with the business on Facebook Messenger for free (although we doubt that will be the case for long.)

Just months after Facebook announced it was internally testing this exciting new functionality, pilots have now rolled out to selected businesses in Thailand, Mexico and the US.

Just like Dominos send that tempting 2-for-1 text on a Tuesday, even the most technophobic small business owner will be able to quickly put a message or offer together to send out to contacts on the Messenger platform. Currently the builder appears to allow an image, title, subtitle and action buttons, but this could change before the rollout.

(Image source: TechCrunch)

We’re glad to hear there’s some segmentation functionality too, allowing the business to manually segment conversations into groups. For example, messages about men’s shoes, women’s dresses, sunglasses and so on for a store can be used to split the users into segments. This allows you to then send messages to specific groups of people based on their previous questions – perfect for retargeting people with relevant offers.

There is, as always, concern that with display ads, sponsored ads and now these broadcasts amongst what is seen as a private app, messenger is becoming too spammy. But as we’ve seen with the recent algorithm changes on the newsfeed, Facebook will be keeping a tight rein on this to protect user figures.

Currently standing at 1.3 billion users and with a jaw-dropping 330 million messenger conversations started in 2017, there is certainly huge potential for businesses to profit from this latest development.

Watch this space for further updates on the rollout….

FACEBOOK UPDATES – February 2018 Roundup

As we come to the end of February 2018 (seriously how is it almost March already), we round up the latest Facebook updates and changes in Facebookland….

 

1. Goodbye Power Editor

I was never a fan, but know a lot of people preferred it to good old ads manager. The new layout in the latest Facebook Updates is a combination of both. You can switch between a default creation flow and guided creation, depending on your levels of OCD (I get cold sweats if I don’t set up an ad in a certain order 🙄)

If you’ve cried tears over a crashing ads manager, you’ll be glad to hear the auto save god-send of power editor has made its way to the new setup, so your precious work will be saved as you go along.

There’s also a reporting hybrid in the Facebook Updates, pulling together the best of both previous interfaces. See the detailed breakdowns of results that were previously only available in ads manager, combined with the previous reporting functionality of power editor. Perfect. ❤

 

2. Lists Lists Lists

Organisation freaks rejoice. Facebook is rolling out lists to users (currently only for Android), so you can show off your wish lists, to do items etc.

Facebook Updates

Not coincidental that this feature rolls out right when Zuckerberg is encouraging us to re-engage with friends and family on the platform (because knowing Aunty Sandra has 8 chores on her housework list is going to make me get in touch right. 🤔)

Personally not a fan of this update, but I’m sure some list lovers will dig it.

Want some help with your Marketing? Contact us for a free strategy call today

3. Reporting Engagement

One of the biggest groans on the Facebook groups this month has been that they’ve seen a drop off in reach in February 2018, but actually reach figures haven’t dropped (well, maybe).

On February 12th, Facebook rolled out changes to the way it reports organic reach, so it’s more comparable to reach figures from paid ads. Here’s some explanation straight from the horses mouth….

“This is a change in the way that we measure reach, not a change in News Feed distribution, and other engagement metrics will remain the same. This will provide page owners with a more precise measurement of their audience and offer a more consistent measurement methodology across both our paid and organic reach reporting. Since this is stricter reporting, some pages may see lower reach figures than before”.

 

4. Downvotes are in Beta

The much requested dislike button doesn’t appear to be coming any time soon, but a similar downvote feature IS being tested and available to a limited number of users. Once selected, the user can confirm whether the post is misleading, off topic or offensive, and is currently only available for page posts.

Facebook Updates

We think this one will take some time to roll out due to the impact it could have on Facebook’s precious communities. Currently you have to be in the 5% of English language users in the US using Android to see the new feature, watch this space for updates.

 

5. Reporting Confusion

If you’ve every tried to compare Facebook results to Google Analytics or any other reporting metric, the figures are so often way off. Facebook are finally addressing their reporting accuracy, labelling ad metrics as an estimate, in development or both.

Facebook are also having a cleanup of their metric options, and will be removing 20 of these in the summer as they’re seen as redundant. Read more about the changes to Facebook reporting metrics in their blog here

Consider yourself updated! Make sure you don’t miss future update roundups by liking our Facebook page (and don’t forget to set your notifications to ‘see first’)