Testing PPC Variables is Essential If We Want Maximum ROI
I'm often told that Newsfeed ads are more effective than the same ads appearing in the Newsfeed on Facebook.
Usually I'd agree. Usually I get far more clicks .. as many as 10X more clicks on the Newsfeed as compared with the rigth hand ads .. but where your spend is also important it is worth testing and measuring your options.
In the case in the image above (double click it to see more detail) there are only marginally more clicks via the newsfeed. The interesting thing to look at though is the cost per click. The Right Hand ads cost less than a third of the Newsfeed ads.
Of course this is a simplistic view as we also need to check the conversion rates of both ads. I'd expect them to be similar but we should assume nothing. It could be that one converts much better than the other. It might even be that one doesnt convert at all.
This all goes to show we need to test every variable possible or we might misread results and go in the wrong direction totally.
One good point to note. The overall response rate is excellent and my client is very pleased with it. I just want to improve it still further!
Google Understands The World Is Changing: In Fact Google Has Made it Change.
One of the biggest recent changes in the business and marketing world has been the move to the world being mobile. People now use mobile phones more for surfing than for phoning. They use tablets to shop, book flights, do their banking, watch films and TV, talk to friends and family, and run their businesses.
The Wheel is One of Our "Perfect" Inventions. So Why Reinvent It?
In most situations the wheel has proved to be near perfect. It not only works on vehicles but is also a key component of many pieces of mechanical machinery. It makes movement smooth and efficient. A few attempts have been made to improve on the wheel. But these have been in situations where the wheel wasn't at all suitable: I'm thinking of places like swamps and the interface between sea and beach, where hovercraft make more sense.
But in most cases the wheel, or roller as used by the Egyptians to build the pyramids, cannot be significantly improved.
This is part two on Google's business and marketing philosophy. In part one I looked at how they focused on the user (customer) . After digging deep into Google's philosophy I'm now going to explain how they zero in on another essential.
They focus on doing one thing really well ... OK,they do several things really well but they are abig tream and they perfect each one before moving on to the next. Lots of marketing people, myself included, suffer from what I call the Butterfly Syndrome. We flit from one idea to the next and never settle anywhere for long. Not Google.
In my own case I've worked hard to overcome this habit and my business is stronger for it. But let's look at Google in more detail.
I was recently interviewed on BBC WM about the Personal Brand of a Certain Politician .. or was the lack of a political brand in this case?
The BBC phoned me immediately after Ed Miliband had made his speech where he mentioned the negative comments over images of him eating a bacon sandwich and the Wallace and Gromit comparisons made about him. They wanted to know how he could improve his image.
Well I have to say this was quite a challenge.
The Labour leader had said that big ideas and principles were more important than his image and Labour had the right policies on dealing with "the cost of living crisis", tackling low pay and building more homes.
Once on air I had to say I didn't think that the big ideas and principles has anything to do with his image. That was about Labour and NOT him.
I continued by saying that personal brand is about people's beliefs and perception of us. It isn't about speeches .. it is about the things we do.
Of course we ALL have a personal brand. It's what people say about us when we are not there ... things like the lady that always smiles, the grumpy man etc.
It is also about the way we look and sound .... our physical appearance, clothing, accent etc
Today it also involves our online appearance, on social media, on websites, ..... even how we look and sound on TV and radio.
Some people have built careers on their personal brand ..
Donald Trump names building like Trump Towers after himself and Richard Branson used his personal brand to build the Virgin empire.
Back in the world of politics we have some wonderful historical examples.
Labour leader Harold Wilson was known for his Gannex mac and pipe .. beer and sandwiches at No 10
Tory leader Harold Macmillan smoked a pipe but his brand was as SuperMac. And people knew his toothy grin and Brylcreemed hair and that in a crisis he was unflappable and pragmatic.
Neil Kinnock's image took a turn the day hewas enjoying a walk on Brighton beach with his wife Glynis. He joked with the press about stopping the waves and was then were surprised by a big wave. Falling over possibly destroyed his career and changed history.
As I explained to the BBC listeners, essentially our image is how people perceive us. It is hard to change that with a few words in front of the cameras. In this case actions speak louder than words. Mr Miliband need to demonstrate leadership rather than talk about it.
PS I'm apolitical when it comes to UK politics ... and try to offer an objective view. So sorry if any of the above upsets the politically aware.
As Principal I employed very few consultants but did employ Stefan on the basis of a clear ROI.
I would recommend him to any college, university, business or Government agency as a reliable consultant who will become indispensable.
Ioan Morgan CBE
Latterly FE College Principal & CEO,
He certainly does what he says on the tin...... I've worked with Stefan for many years and he has an uncanny knack of cutting through the ****, focussing on the essentials and coming up with creative and inexpensive marketing ideas that work.
Top qualities: Great Results, Expert, High Integrity
“Stefan was an expert on one of our recent teleseminars speaking about Marketing Secrets Revealed. He gave some fantastic value and gave some great tips that small business owners could use to apply to their businesses straight away. You can get a copy of the recording at http://www.exceptionalthinking.co.uk/previewcall.htm.
I have no hesitation recommending Stefan and think he's great at marketing. It's certainly no accident that he's known as the Marketing Magician.
“Stefan was our speaker at a memorable CIM course recruitment event a few years ago. In an hour he covered a wide range of EMarketing topics giving the audience both inspiration and actions they could take with them to implement immediately. Even those that had recently completed marketing degrees commented how practical his advice was and how it clarified what they had previously only learnt in an academic way. Stefan's practical background as a marketing practitioner comes to the fore when he explains, not only what EMarketing is, but how to implement it in a practical way where the ROI can be measured.”.
Rosie Phipps, Principal, Oxford College of Marketing
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““Stefan Drew is a true marketing professional. I have no hesitation in recommending Stefan's marketing expertise. My first contact with Stefan was in 2009. The distance of our office locations (U.K. vs. Australia) did not concern me as it was evident from our first international phone call that my company was in good hands. 2010 presented the GFC which brought with it many marketing & financial challenges. By following Stefan's marketing plan to the letter I could never have imagined such a successful outcome for my business. Thank you Stefan.”.