2015 in review

The WordPress.com stats helper monkeys prepared a 2015 annual report for this blog.

Here’s an excerpt:

A San Francisco cable car holds 60 people. This blog was viewed about 1,900 times in 2015. If it were a cable car, it would take about 32 trips to carry that many people.

Click here to see the complete report.

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How to create a lead ads campaign in Facebook – Part 1

Many a times when marketers are creating lead based campaigns  they have to struggle with aspects such as – quality of landing page, it has to be responsive, load time should be good, minimum fields need to be there, the ad should not sound intruding and host of many other variables.

Taking a user away from an environment like Facebook could be a risk. On FB a person comes to catch up with his/her friends, family. So how can you keep the person on Facebook but still get that all important lead for which your bosses chew your brain. The answer may be “Lead Ads”.

Recently Facebook has launched “Lead Ads” functionality wherein marketers don’t have to worry about the quality of landing page, load time, etc. The forms are developed or available in the FB environment itself. Let’s see how you can create a “Lead Ads” campaign in Facebook.

I am using Power Editor to create this campaign. Here’s how you can access it from Ads Manager.

Go to Ads Manager à click on “Power Editor” tab given on top

power editor tab image

A dashboard similar to that of Ads Manager will open.

power editor dashboard image

Now click on “Create Campaign”.

Create campaign image

Select objective as “Lead Generation”.

Campaign objective image_1

Campaign objective image_2

Then select whether you want to create a new ad set or use existing one. Repeat the same process for creating an ad as well.

Now click on “Create” button and your campaign is ready.

Now you will be taken to the “Manage Ads” tab. Here you can do changes to the campaign, ad set & ad level.

Manage ads tab_image

 

First let’s look at the “Campaign Details” area.

You will see below that you can set a campaign limit. Once your limit is reached, the campaign stops automatically. But in order to avail this feature the campaign limit has to be minimum Rs.5,000.

campaign details_image

If you have your campaign budget less than Rs.5,000 then there is an alternate way. You can do setting at ad set level by defining the per day budget, start date, end date. Voila! You can work with any amount of budget like this.

That’s it for today. Next time we will see what settings need to be done at ad set & ad level.

Till next time keep being awesome 🙂

How to create a shopping campaign in Google AdWords – Part 5

Enhanced CPC…

ECPC means enhanced cost per click. It’s a bidding feature that will help you to get clicks which may lead to a sale or conversion on your website. It helps you to get that click by raising the bid for a keyword which may lead to conversion.

You must be thinking how does that happen? ECPC checks factors such as device, browser, and location to adjust your bids in every auction. First it takes a small audience that you are targeting and applies the bid that you have set, then it takes another small set from your audience and applies ECPC bid. After this it compares the results and applies the bid that’s working for you. So in a nutshell you will always get better or same results that you get without ECPC.

Well first you have to enable ECPC option in your campaign settings. The steps are as follows: (remember that for ECPC to be enabled you will have to turn on conversion tracking. If it’s off then you won’t see any changes in bidding price)

  • In your ‘Campaigns’ tab click on the campaign where you want ECPC implemented
  • Click on ‘Settings’ tab
  • In ‘Bid strategy’ section click ‘Edit’
  • Click ‘Advanced options’ then select ‘Enable enhanced CPC’

Another interesting point to remember is that when you opt for enhanced CPC the AdWords system will not differentiate between CPC bid for desktop or mobile. There’s a possibility wherein the ads running could be showed for a lower CPC bid on mobile devices. There’s a way through which you can specify – by how much, your bids should be lowered while the system is bidding for a keyword to show an ad on mobile devices. Following are the steps:

  • Click on ‘Campaigns’ tab. You can do the bid adjustment at ad group level also
  • Once you select the ad group, then select ‘Settings’ tab and click on ‘Devices’ mini tab
  • Here you will be asked by how much you want to increase or decrease the bid on the basis of default or manual bid that you have done for the keyword. For example if you have bid 100 for a keyword and then entered ‘Decrease by 50’ in bid adjustment then every time your ad is showed on mobile device you will be charged 50 CPC and not 100.
  • If you want to remove the bid then just delete the value in the field
  • Click on ‘Save’

Finally a very important question – how does ECPC system knows what auction or pattern will lead to conversion?

Well the AdWords system will look for patterns of clicks and conversions.

After this it will search for the same pattern in your account to establish a strategy to increase or decrease bid. For this conversion tracking has to be turned on (this is the data mine for Google).

ECPC increases bid for conversion opportunity and reduces bid if it sees that conversion is not going to happen. This way you end up paying less for clicks which are not converting and spend more on likely conversion clicks.

That’s it for this series. Let me know how you used the info and improvised on your shopping campaign strategy.

Till next time, keep being awesome 🙂

 

(Content source https://support.google.com/adwords/answer/)