In our latest blog post, we thought we’d let you in on a couple of things you can do with your current and future performance marketing campaigns which will result in your campaign performance rocketing even further. Here are our top three tips for using performance marketing to boost ROI.
i) FBX
FBX has been a boon for Facebook and advertisers alike ever since it started making inventory available to real time buyers last Summer.The reasons are simple – Facebook is so popular in Ireland that it offers the advantages of scale and recency. If you are looking to retarget somebody who has visited your site, the site they are most likely to be on first is Facebook. Also according to AdRoll, there is very limited duplication between Facebook inventory and general retargeting impressions. The overlap is as little as 8% and the time of consumption is markedly different. Whereas there is a surge in general exchange impressions later in the day, FBX impressions are fairly constant through the day. Representing over 20% of total ad impressions in Ireland, FBX smoothes out inventory availability and dramatically increases net reach for your campaigns. The ads are also always viewable. The greater the net reach, the greater the selection of media will be. With greater selection, the better quality the impression will be and the keener the price will be. All of this feeds into a lower net delivered CPA cost for your client.
So, what should you do? As part of your next campaign, make sure to include an ASU ad format in addition to standard display formats. News feed ads are coming soon and we will let you know as soon as they are commercially available but for the moment the FBX format is the ASU. Ad specs are 100×72, 25 character headline with 90 character body copy with clickthrough URL.
ii) Email Pixels
For many companies, email databases represent an incredibly valuable asset. They are a record of interactions with current customers, former customers and prospects ie. people who are aware of the brand and who have traded some information to engage with the brand (usually in exchange for some benefit!). You already know that site retargeting is a very effective lower funnel type of marketing activity. People who have visited a site are more predisposed to the brand than non-visitors and their conversion to sale or action is a multiple of the rate for non-visitors. Therefore any way of reaching more people who already have a relationship with the brand is advantageous. Email retargeting provides a way of doing this. Some people will open company emails and visit a website, however quite a number will open an email yet not visit a site. In this way, by adding a cookie to email openers, we can add incrementally to the size of a site’s retargeting cookie pool. This scaling up of the cookie pool means that we can devote more advertising budget to retargeting activities, ensuring greater expenditure on people we know are aware and have a “live” relationship with the brand. This effective channelling of ad spend will drive ROI.
Some clever applications of this technique include re-engaging with customers who are soon to be out of contract. How about cross-selling or up-selling secondary services to existing customers? We know how loyal some customers can be in sectors such as financial services. If for example Frank is a car insurance customer already, you stand a much greater chance of selling him home insurance than another company he hasn’t yet built a relationship with.
So what should you do? Implement email pixels in your outbound communications. We will provide you with the pixels, you need to implement these and we in turn will look to find and message these users with the appropriate ad when they are on the Web.
III) Zero in on the Hand-Raisers
In certain sectors we can help you zero in on people who are in-market, people who by their behaviour have demonstrated a strong interest or even better real intent. We have created 23 segments which allow us to put your ads in front of people who are actively researching product offerings and considering product purchases. We are not talking about generalist search behaviour here. This is about people using vertical search engines. They are at an advanced stage in the consideration cycle. People who are comparing features and prices. The richer the query, the richer the resulting intent is. This is your opportunity to influence persuasively. The user has raised his/her hand, you know where his/her interest lies. As a result, the stage is set for you to make a persuasive case to the shopper at precisely the moment in time when he/she wants to hear from you.
So what should you do? Speak to us about reaching the hand raisers. The shopper segments we can deliver against include home services (gas & electricity, broadband, tv and fixed line), money services (savings, mortgages, current accounts & loans), technology shoppers (phones, TV’s & electronics) and car shoppers right across the spectrum of different car classes.
We strongly believe that if you employ the tactics above, the performance of your campaigns will improve again and we would strongly encourage you to start taking advantage of these opportunities, if you are not already!
For more information on any of the techniques mentioned in this blog, you can contact Lee on 01-7030406 or lee@insightfulmedia.ie. Follow us on Twitter @insightfulirl
