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How to Get on TikTok’s For You Page (FYP)

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TikTok has steadily grown to become one of the most popular social media apps.

In Q1 for 2020, the app hit a record-setting 315 million installs, and soon dance routines, challenges, and #MedievalTikTok became all the rage.

As TikTok’s popularity grew, so did one question: “How can I get on the TikTok For You page?” This is the main page of curated content users see when they log in.

This article will answer that question and teach you everything you need to know about TikTok’s mysterious algorithm and how to use it to your advantage.

What Is TikTok?

TikTok is an iOS and Android social media app for creating and sharing short 15 to 60-second videos on any topic.

In 2016, the app launched as Douyin in China, and in the following year, ByteDance released it for markets outside of China as Musical.ly before rebranding to TikTok.

Since then, the app has been downloaded over 2.6 billion times and has over 800 million active users, making it the ninth-largest social media site in the world.

Why is TikTok so Popular?

While it started as a fun lip-syncing app with a cult Gen Z following, it’s evolved into a way for users to share short comedy skits, business tips, and more.

As the newest social media app on the block, it could be much easier to grow a following on TikTok than on over-saturated sites like Instagram and Facebook with restricting algorithms.

What is the TikTok For You Page?

The For You page, aka “FYP,” is the first page you land on when you open the TikTok app. It’s a curated feed of videos from creators you might not follow, but TikTok’s algorithm thinks you will like based on your interests and past interactions.

For example: If you like and leave comments on several videos about Instagram tips, you can expect to see a fresh serving of social media marketing TikToks on your For You page every day.

Think of it as the Instagram Explore Page. The app wants to hook you in with more content you like to keep you scrolling longer.

Why You Should Optimize Your Content for the For You Page

The TikTok For You page is the “holy grail”l of success on the app. It means you’ve created a piece of content that resonates with your audience. The algorithm has picked this up and recognizes your content’s quality above all the other videos on the app.

What this means for business owners and influencers:

  • Followers and Monetization: By landing on the TikTok For You page, you could gain followers faster and get closer to the 10k goal. Once you hit that milestone, you can start making money from your videos with the TikTok Creator Fund.
  • Sponsorships, Thought Leadership, and Sales: Once the algorithm starts pushing out your video to a broader audience, you might start getting more recognition as a master of your niche. This can lead to paid sponsorships or more sales in your business.
  • Platform Growth: Ever heard the saying, “it takes a platform to grow a platform?” Once you’ve struck TikTok gold, you can use the attention to redirect traffic back to your other platforms like Instagram or YouTube and start growing your community across the board.
  • Free Exposure: If you usually get 100 views per TikTok, an FYP feature could push that to tens of thousands. It’s incredible exposure you can leverage without spending a dime on ads.

3 Ranking Factors for TikTok’s For You Page

For years, the TikTok For You page algorithm was cloaked in mystery. Rumors and speculation flew around the internet, sparking the rise in hashtags like #fyp and #ForYou, until TikTok HQ came out with a statement settling the debate once and for all.

In a community post, TikTok states

On TikTok, the For You feed reflects preferences unique to each user. The system recommends content by ranking videos based on a combination of factors – starting from interests you express as a new user and adjusting for things you indicate you’re not interested in, too – to form your personalized For You feed.

Here’s the nitty-gritty details of the TikTok algorithm and learn how the For You page works.

1. User Interactions

The more comments, likes, shares, and duets your video gets, the more likely the algorithm will pick it up. 

Another ranking factor you need to keep in mind is your video completion rate. As more users watch your TikTok to the end, it’s more likely to get pushed out for further distribution.

2. Video Information

Hashtags, sounds, and captions are a treasure trove of information to help you get onto the For You page. For instance, if you use a trending hashtag or sound bite, it’s more likely to get noticed by the algorithm. 

Remember, TikTok’s goal is to keep people on the app, and serving up trending content is one way to do that.

3. Device and Account Settings

Your location, language preference, device, and country setting play a role in curating your FYP. After all, a comedy skit about South African politics would probably only appeal to South African users. 

However, these signals don’t have as much weight as the others, giving you the chance to reach a global audience.

6 Tips to Get on the TikTok For You Page (FYP)

There is no bulletproof recipe for success on TikTok or any other social media network. Algorithms are constantly changing, and if your content doesn’t resonate with your audience, it won’t rank.

However, you can do several things to improve your chances of hitting the TikTok For You page:

1. Use Proper Hashtag Etiquette 

Some users believe using #fyp or #ForYou will get their content pushed out to the masses, but it’s only a rumor. TikTok has never confirmed this, and these hashtags don’t guarantee you any viral success.

You don’t want to use those hashtags as a crutch and miss out on using keywords relevant to your content and niche. 

After all, the main goal of social media is to attract the right followers and then monetize your audience.

Here are some basic TikTok hashtag rules to follow:

  1. Don’t hashtag stuff. Choose a small number of relevant hashtags.
  2. Mix popular hashtags with less popular ones.
  3. Use trending hashtags in your niche.
  4. Participate in hashtag challenges.
  5. Use #fyp and #ForYou, but don’t only rely on them.

Remember, there is no tried-and-true formula, so as on Instagram, you’ll need to do some experimenting to find a hashtag strategy that works best for your account.

2. Create Shorter Videos 

Remember when I told you how vital the video completion rate is on TikTok? The easiest way to achieve top marks for this ranking factor is by creating shorter, engaging videos.

Although you can record 60-second clips, using all the time available won’t necessarily translate into viral success. The less time someone has to spend watching your TikTok, the more likely they’ll watch to the end and not swipe away.

You can improve your watch time by making sure you have a hook right in the beginning to encourage viewers to stay until the end.

As your video completion rate increases, so do your chances of landing a coveted spot on the FYP.

3. Write Engaging Captions

TikTok is not the platform to spill your guts in a microblogging session.

You only get 150 characters, including any hashtags you add, which leaves you with fewer characters at your disposal than on Twitter. 

With such limited real estate, you need to focus on writing short captions that compel viewers to engage with your content.

The ideal TikTok caption should:

  1. Be short
  2. Feature related hashtags
  3. Encourage engagement

How do you do this?

You could stir up some mystery by saying something like, “this took me five attempts to get right” or “wait until the end.” This could encourage viewers to stick around and watch the entire video.

Another tactic is to ask a question. Comments are another engagement factor, and getting people to watch and reply can help send all the right signals to the FYP algorithm.

Lastly, you can tease viewers with information you’re revealing in your video. For example, “How I find clients as a freelance writer” or “One easy hack to make $100 online.”

4. Create High-Quality Videos 

Are you still posting grainy, low-quality videos on TikTok? That might be one of the reasons you haven’t earned a spot on the For You Page.

A high-quality video is more likely to keep eyeballs on your content, which means higher completion rates and more views. 

TikTok isn’t going to push out low-definition, blurry, or grainy videos to the masses. At best, it could cause users to swipe away; at worst, people will close the app. 

With most smartphones offering HD video, it’s easier than ever to produce high-resolution videos without a big budget or full production team.

Besides the quality of your content, the platform also rewards editing skills. Experiment with filters, stickers, and transitions to make your videos more interesting and keep people watching (and hopefully rewatching) until the very end.

5. Post New Content When Your Audience Is Most Active 

With engagement being such a critical factor in getting onto TikTok’s For You page, posting at the right time can make or break your video’s success.

How do you figure out when your followers are online and ready to engage?

With a free TikTok Pro Account. It’s similar to Instagram Analytics, and you can see:

  • Video views over the last 7-28 days
  • Profile views
  • Follower growth
  • Trending videos
  • When your followers are online

However, you need a minimum of 100 followers to start seeing data about your audience.

To switch to a TikTok Pro account, do the following:

  1. Open the TikTok app.
  2. Tap the “Me” icon at the bottom of the screen.
  3. Tap the three dots in the top left corner.
  4. Tap “Manage Account.”
  5. Tap “Switch to Pro account.”
  6. Select “Creator” or “Business,” and you’re done!

6. Add Trending Sounds and Music to Your Videos

Think of music and sounds on TikTok like hashtags. You can use trending audio clips to boost your discoverability and get a bump in likes, comments, and views.

How do you find popular sounds to use in your videos?

You’ll need to put on your stealth hat to uncover what’s getting the most traction. Here are three ways to find trending music:

Sounds in the Video Editor

When you’re creating a video, tap the “Sounds” button at the top of the screen. A new page will load, and you’ll see a “Discover” page.

Here, you can view recommended sounds for you to use and a “Playlist” section featuring viral clips, trending sounds, and TikTok music charts. You can also explore the “Trending” page to see what’s currently trending in different categories like “fitness” or “food and drink.”

Scroll through the sounds and add what you like to your Favorites folder to use for later.

Save Sounds to Your Favorites

When you’re swiping through TikTok and come across a sound you want to use for a video, add it to your Favorites folder.

The feature collects your clips in one handy spot, and you don’t need to waste time trying to remember the name of a sound.

If you like a sound and want to save it, tap the sound name under the username. An audio page will load where you can see a list of all the other videos using it and a button to add the clip to your Favorites.

Use Sounds Your Followers Are Listening to on TikTok

Once you’ve switched over to a TikTok Pro account and hit 100 followers, you’ll get access to another juicy analytics feature.

Under the “Followers” tab, you’ll see a list of sounds your followers have watched in the last seven days.

It helps reduce research time and shortlist sounds for your next video.

Conclusion

By following the tips above, you’re not guaranteed a spot on TikTok’s For You page, but it can significantly improve your chances.

Remember, all the hashtags and trending sounds won’t help you in your mission for TikTok For You page stardom if you’re not creating memorable and shareable content for your audience.

How do you plan to use TikTok in your social media strategy?

Source: https://neilpatel.com/blog/tiktok-fyp/

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How SaaS Can Help Grow Your Business By 19.6%

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Technological advancement are moving fast and if you are a thriving business, what you knew ten years ago may not be as effective today. The impact of technology even affects how you run your business. Today, your physical signage is not enough – you need social media pages. Your merchandise requires more than a display rack, so you get an e-commerce website. Gone are the days when the only significant software you use in your business is a point of sale (POS) system.

Want to grow your business? If you are serious about expanding your enterprise, you must consider integrating Software as a Service or SaaS applications in your operations right now.

SaaS is referred to as the ASP or the application service provider services. Another term for it is software on demand. But perhaps the most popular term for it which you may have heard of is the Cloud.

SaaS is viewed as one of the booming fields in the world of Information Technology. According to Vanson Bourne in The Business Advantages of Moving to the Cloud, your business is bound to grow by 19.63% if you shift to the cloud platform.

But no matter how it can help your business, this technology and the positive statistics will mean nothing if you have no idea what it is in the first place and how your business can take advantage of it.

So, what is SaaS?

Software as a Service or SaaS is a hub for software delivery and remote data management that lets you retrieve or upload information from any digital device that is connected to the internet and web browser. Basically, the cloud is a shared platform and data repository for IT services. Think of a massive online hard drive for applications.

Who uses SaaS applications?

You might be surprised. The Saas platform is extensively used by huge companies across industries. Top companies that follow the Saas business model include big names like Google, Hubspot, Adobe, Shopify, Slack, MailChimp, and Microsoft.

SaaS applications are also availed by different businesses, IT professionals, CEOs, and executives. One of the reasons for this is because it provides applications for basic business functions such as sales management, human resource management, customer service management, and even the simple but equally important email communication.

Because of its convenience and reliability, Software as a Service applications can also be personally used by individual users. If you are paying a subscription for Google Suite or Dropbox storage, you are already using the SaaS platform.

How can SaaS benefit its users?

1. No large upfront payments

If you are using Cloud-based software, you only pay as you use. You do not need to make a big initial payment just to get your operations going.

This is favorable for midsize companies who are counting their budget up to the last coin and those who cannot afford to make huge financial risks.

2.  Cut costs in your organization

The potential long term savings of SaaS applications is one of the biggest benefits. If your company does not want to spend cash on-premises system maintenance, then you must consider using the software as a service platform.

You might think that adopting SaaS solutions may be expensive at first, but in the long run, it can cut costs in your organization. It is relatively cheaper than buying software for an on-premise system which carries extra expenses like purchasing extra hardware or paying personnel for system maintenance.

There are also a lot of Cloud-based applications offering discounts on subscription fees like this background remover that can further let you save money.

3. Convenience and availability

One of the best features of SaaS is that it allows you to access your software anytime and anywhere on any device that has a web browser and an internet connection.

This is useful especially if you are working in the field most of the time. Access your files in the cloud or use a SaaS application on your mobile phone while on the go. Is your business reliant on a sales team in the field? The SaaS platform will be a great companion to help your manpower to do better and improve sales performance.

4. Assured data security

Now we get to the biggest concern for this kind of system – data security. If you are a company that is about to adopt the SaaS system, your biggest question should probably be: Are all my information protected in the Cloud? This is a legitimate worry if you are a SaaS company.

In fact, according to LogicMonitor, even IT professionals consider security as the biggest challenge when shifting to SaaS technology.

The good news is, SaaS providers assure their users that security is also their number one concern.

One of the cloud provider’s most important responsibilities is maintaining the data of their users, so they primarily spend their efforts on making sure that all the information entrusted to them is protected.

To ensure this, SaaS vendors have different servers in various locations and have invested in automatically backing up files and data. In fact, a user’s cloud data is so safe that, according to Gartner, 99% of SaaS failures would be the customer’s fault.

5. Reduce IT costs

Another benefit of adopting SaaS for your enterprise is that it also reduces your IT costs. A company that relies on software would usually need a dedicated IT team to do maintenance jobs and IT-related concerns.

With the Cloud, everything is done by the provider. For a small subscription fee, you free yourself of the rigors of providing your software maintenance, updates, and security.  You also do not need to purchase any hardware or install a local server in your area.

Your Turn…

Why should you integrate SaaS into your business?

We listed five reasons why you should.

But simply put, consolidating SaaS into your enterprise is the now and the future of doing business.

According to Gartner’s research, around $111 billion of IT spending is allotted for shifting from an on-premise to a cloud platform. By 2020, this expenditure should have increased to $216 billion.

This only shows that the interest to integrate SaaS is growing fast. And it does not show signs of slowing down. Even small businesses are now moving towards adopting Cloud solutions.

So when will you?

Author’s Bio:

Yen Pedrajas is a technology enthusiast who loves to review and write informative content about the latest tech trends and ideas. She is currently managing public relations and customer operations for Removal.AI. 

An AI technology that operates as a background remover SaaS tool to offer professional photo editing and removing the background of images for eCommerce and all other web and app development purposes. 

 

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How to Increase E-Commerce Sales Through Paid Search & Social Media Campaigns

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The move from brick-and-mortar retail shopping to e-commerce sites has continued steadily over the last decade.

Between 2014 and 2023, global retail e-commerce sales are expected to increase by $5.2 billion. As online shopping integrates seamlessly with search and social platforms and as UX improves, more users are inclined to make their purchases online.

This shift has made retail brands rethink their marketing and advertising strategies, allocating more of their budgets toward SEO and paid search campaigns. In 2020, advertisers spent almost $200 billion in paid search ads, with retail spending over $15 billion, and this number is expected to increase moving forward.

If you’re behind in your paid search and social ad spend, don’t worry. Paid ads for e-commerce sales are pretty easy to jump into, and you’re likely to see faster results than you would with SEO.

In this article, I’ll discuss everything you need to know to increase e-commerce sales for your retail brand through paid search and social ads.

How Can Paid Ads Help You Reach Your E-Commerce Sales Goals?

Paid search across social, as well as through Google Ads and Bing Ads, gets a lot of attention and helps pull leads through the sales funnel.

For example, Facebook accounts for about 80 percent of U.S. social referral share to e-commerce sites.

Meanwhile, Instagram can reach 1.16 billion users. Over on Pinterest, 58 percent of women use Pinterest to make shopping and purchasing decisions.

SEO takes time to build awareness and pull people down the marketing funnel. Your content may not appear right away, or it may not target the right audience.

Paid search, on the other hand, gives you more immediate results by targeting the right audience right away. You can use it for any number of goals, from awareness to subscription sign-ups to conversions.

When it comes to e-commerce sales, paid search gives you a lot of flexibility, too.

Think about all the various platforms out there and all the different ways to reach your audience. Take, for example, Instagram Shopping. According to Instagram, 60 percent of users they surveyed discover new products through Instagram.

Using Instagram Ads, you can create posts with product tags that link directly to a product details page, helping boost conversions.

I’m not just talking about simple product features. Brands are creating drops: exclusive, limited-time product launches on Instagram that link directly to a shopping page.

McDonald’s Taiwan created a drop for their jet-black burger, a collaboration with designer Apujan.

Marketers are creating product guides through Instagram Guides that link to product pages, as well.

Sephora created Your Guide to JLo Beauty, featuring seven products to help users get the same look.

Each product links to a shopping page that allows users to purchase products from JLo’s beauty line via Sephora.

In instances like this, paid ads become part of the shopping experience. They blend seamlessly with your site to make it that much easier to convert leads, increase your e-commerce sales, and retain repeat customers.

Differences Between Optimizing for Organic Traffic and Paid Ads for E-Commerce Sales

Organic and paid search are two different animals that require completely different approaches. Here are some of the main differences.

Keywords

Paid ads take the guesswork out of keywords. With organic search, you’re making educated predictions on keywords that you think will do well for your brand, and then you’re building content against them. From there, it’s a waiting game to see if your content picks up traffic.

With paid search, you see much more immediate results because you’re paying for keywords that are already relevant to your target audience.

One-third of people surveyed by Clutch said they click on paid search ads because it answers their search query directly.

Of course, the more search traffic a keyword gets, the more you’ll need to pay to get your content to show up for that keyword.

Audience

With organic search, you’re targeting an audience across relevant platforms. However, with paid ads, each of those platforms allows you to focus on very niche audiences. You can target not only a particular demographic or psychographic but also a location or customer intent.

You can even go so far as to target people who went to your site but didn’t make a purchase, as you’ll see in the case studies below.

Effort

Both SEO and paid search and social ads require time and effort. With SEO, you monitor your content over time to see how it performs, and then you adjust your content as necessary.

With paid, the need for attention is more immediate. Paid search and social ads give you a lot of data. The key to a successful campaign is to monitor that data constantly. Marketers pore over click-through rates and cost per conversion (CPC), conducting A/B tests on different iterations of the same campaign to see which gives them a better ROAS.

Tips for Creating Great Paid Search and Social Ad Campaigns for Retail Marketers

First things first: Before you create anything, take a deep dive into your target audience. Understand who they are, how they search and shop for items, and where they hang out online.

Next, choose the platforms that will serve your brand and your sales goals best. For example, AdEspresso points out that Google Ads generally drives higher sales conversions, while Facebook is better used for raising brand awareness.

Create a buyer persona that includes not only who your audience is but what their pain points are. What are the problems your product can solve for them? Your ads should address those problems directly.

Marketers, for example, may see an ad like this one from Hotjar in their Facebook feed:

Notice the tagline at the top. It directly addresses a pain point many marketers feel: the overwhelming amount of data we get.

Next, include a high-quality, engaging image (or two) or a video. No matter what platform you’re working with, you’ll need images or videos that capture your audience. On Google Ads, that means product images that appear in Google Shopping.

Finally, paid social ads include a CTA. In this example, Hotjar has included a CTA and a sign-up button.

How you create a great ad depends very much on the platform you choose. I’ve discussed different tactics you can use on Instagram, Facebook, and Google Ads, but every platform has a unique set of features to boost conversions.

Snapchat, for example, has 265 million active users every day. Their ad platform allows brands to create, launch, and monitor ad campaigns right from the platform. By installing a Snapchat Pixel, marketers can track their ads in real-time.

A unique aspect of Snapchat is that 64 percent of users view content with the sound on. So, while ads with captions work well for Facebook, marketers should pay attention to their audio track in their Snapchat ads.

How to Ensure Your Paid Ads Convert New Customers and Drive E-Commerce Sales

Here are some other tips for creating great paid search and social campaigns to increase your e-commerce sales:

  • Link to a product landing page for specific product ads: Landing pages should be optimized, with an easy UI that drives users to buy your product.
  • If conversions are your goal, aim for keywords with high buyer intent: This is especially true for Google Ads. Keywords such as purchasing an electric car can help convert more leads than electric car, for example.
  • Use retargeting tools: Google Ads, Facebook, and many other platforms provide retargeting to send highly targeted ads to users who acted, such as clicking an ad, but weren’t considered a conversion.
  • Target cart abandonment: Build custom ads for targeting users who abandoned their carts.
  • A/B test: Don’t just settle on one ad or one campaign. Test videos against images, one CTA against another, one type of ad placement against another, and so on.

Case Studies: E-Commerce Companies That Increased Sales Through Paid Ads

I’ve given you the steps to create great paid ad campaigns for retail marketing and some tips on how to optimize. Now, let’s look at some case studies to see how brands are putting those steps and tips into practice to boost their e-commerce sales.

Roller Rabbit: Creating an Integrated Marketing Campaign

Clothing and bedding company Roller Rabbit had a problem. They needed to create awareness and grow revenue with a budget that had been cut by 25 percent while having difficulty tracking revenue data. So, they hired digital marketing firm Major Tom to create an integrated marketing campaign that included paid ads across search and social.

The goals were to reach a ROAS of 400 percent while matching their holiday season revenue and transaction goals.

First, Major Tom conducted a full audit of their data from analytics and CRM to refine their reporting strategy.

Next, they came up with an integrated paid media strategy that targeted high-impact channels, including Facebook, Google Ads, and Microsoft Ads. With reporting issues fixed and ads in place, Major Tom began to identify previously unknown audiences for the Roller Rabbit brand.

This new data allowed them to focus their targeting by expanding into smaller, more targeted ad groups and shift focus to the highest-converting categories. They also took the following steps to reach Roller Rabbit’s goals:

  • filled in missing opportunities
  • removed overlapping targeting
  • focused on special promotions and sales
  • separated dynamic search ads into their category to better control spending and targeting

As a result, Roller Rabbit saw a 95 percent increase in paid media-generated revenue, and their e-commerce conversion rates increased by 176 percent. They exceeded transaction goals by 98 percent. Their ROAS on Google was 775 percent, while their Facebook ROAS was a staggering 1124 percent.

BeautyMNL: Using Dynamic Facebook Ads

BeautyMNL is a women’s lifestyle company in the Philippines that offers everything from cosmetics and skincare to wellness and fitness products. They wanted to scale their marketing efficiently to boost brand awareness and online sales.

To achieve that goal, they turned to Facebook’s dynamic ads and created a single test campaign. With Facebook’s dynamic ads, brands upload several products from their catalog, and Facebook automatically places each one in relevant newsfeeds.

BeautyMNL chose to use the collection functionality, which features a hero image and several smaller images underneath. Instead of an image, BeautyMNL placed a video in the hero spot.

They targeted their campaign to people who had been to their e-commerce site but hadn’t made a purchase, which marketers can do using Facebook Retargeting.

From that campaign, which ran for three weeks, they saw a 38 percent lift in purchases and an 18 percent lift in sales compared to a similar period with no ads.

Conclusion

Investing in a killer paid ad campaign not only raises awareness of your brand but can also pull users to your e-commerce site and make the shopping experience easier than ever for them.

That translates into more conversions and higher sales for you.

With so many options across platforms, now is the time to get creative and put together ads for paid search and social that delight your audience and speak directly to their pain points.

Want my team to do your paid search and social ad campaigns for you? Fill out our consulting form.

What kinds of paid ads do you think would work best for your brand? How can you capture those leads and convert them to paying customers through paid search and social?

Consulting with Neil Patel

See How My Agency Can Drive Massive Amounts of Traffic to Your Website

  • SEO – unlock massive amounts of SEO traffic. See real results.
  • Content Marketing – our team creates epic content that will get shared, get links, and attract traffic.
  • Paid Media – effective paid strategies with clear ROI.

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Source: https://neilpatel.com/blog/ecommerce-sales-ads/

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How to Use PPC For Brand Awareness

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Brand awareness can seem intimidating and complicated, but it’s just a matter of getting your brand in front of the right people.

When you come up with a great idea or launch a new business, how do you get your name out there? How do you help people become more aware of what you’ve created or are trying to sell?

The options are varied, from billboards and bumper stickers to word of mouth and cold calls.

However, sometimes it can be simpler than that. You can boost brand awareness with PPC (pay-per-click) campaigns that show your ads to people across the internet, including on SERPs, social media sites, in-app ads, banners on websites, and more.

What Is Brand Awareness, and Why Is it Important?

In many ways, brand awareness is about how recognizable you are. Of course, in a noisy world online, where brands compete for attention all the time, it may seem impossible to build brand awareness.

Brand awareness isn’t out of reach for a new brand or one whose target market is smaller. Think about the last time you listened to a podcast and heard the name of a new tech company, and then you listened to another podcast and heard it again.

After a while, the name of that company started bouncing around in your head. Maybe you began to get curious about what they did and looked them up online.

That’s building brand awareness. You know who they are. They didn’t have to set up a sales call and introduce themselves, but you are now aware of their brand.

How Do PPC and Paid Social Campaigns Increase Brand Awareness?

You can use PPC ads to increase brand awareness by introducing your brand in ads that your target market can see. By creating ads that show off what your brand is about, including a memorable name or logo, you can start to be a bug in the ear, or eye, of your potential customer base.

You can even think of it as an introduction. Your ad is your name tag. “Hi, my name is…” This is your opportunity to say hello and explain what you do.

If all you’re worried about is large groups of people actually seeing your ads, the impressions rather than the clickthrough rates are going to be more important to you. You can continue to run a PPC campaign while watching two goals.

First, you would see how many impressions it’s getting. Then you would see how many are actually clicking on your ad.

In fact, Google recommends switching over to a pay-per-impression option to build brand awareness.

Paid Ad Brand Awareness Campaign Goals

Building brand awareness can take many forms. From just hearing your name or seeing your logo to clicking through, exploring your website, and learning more, your target audience may experience your brand in a variety of different modes.

What should your brand awareness campaign goal be?

Before we talk about the specifics, let’s ask some questions about your brand:

  • Is your product or service already on the market?
  • If not, when are you going to market?
  • Are you trying to increase sales, or is brand awareness enough for now?
  • Do you have marketing objectives such as newsletter sign-ups or social media followers?

Let your timelines and your bottom-line goals drive the target goals you set up for your brand awareness campaign. You could choose to observe the following metrics:

  • Impressions: This is how many people see the ad you are posting. They may just scroll by, or they may take a moment and read your ad. Either way, they see it.
  • Clickthroughs: When it comes to general awareness, you may be less inclined to care about how many people are clicking through to your site.
  • CTR: This is a simple formula to find out how many people are clicking through, in relation to how many are seeing your ad.
  • Video views: If your ad is a video, on social media, in another video, or embedded on a website, you may want to know how many see your video.

Again, consider whether this campaign is about people passively starting to become aware of your brand or about people actively engaging with it.

Tips for Growing Brand Awareness With PPC and Paid Social Campaigns

Growing brand awareness can come with many creative opportunities, but you want to keep in mind your ultimate goal is to build your reputation and eventually drive sales. Focusing on those can help you make strategic decisions moving forward.

Know Who Your Target Market Is

Do you know who buys your product or service? Do you know exactly who you are trying to build your brand awareness campaign for?

This can get a little tricky if you’re trying to break into a new market or switching your focus a bit. Your target market may not be who you’ve always sold to.

Get specific. Even create a customer avatar, if you can. Who is this person? How old are they? What do they do?

Understand Your Target Market Habits

Once you know who your target audience is, you can figure out what they do on a daily basis. Where do they hang out online? What apps or tools do they use? Which social media sites are they on?

Focus your efforts on areas where you know your target market will be. It’s a waste of time and money to showcase ads to groups of people outside your target market.

Don’t forget to think about their emotions and psychology too. What are their ambitions? Who do they want to emulate? How are they spending their time and energy to evolve or grow?

While you’re researching this, look for niche opportunities. The more you know exactly who your target market is, the more you can zone in on particular places to showcase your ads.

Look for favorite apps or online tools that sell ad space. You can also look at favorite blogs or news sites for ad opportunities. Getting specific will help you get more out of each view.

Diversify Your Ads

Because this is about brand exposure, you’ll want to make sure you are getting the word out about your brand in more than one location or through different ad streams. For example, you can use Google Ads as well as Facebook and Instagram or another equation that makes sense for your brand.

You can also try some retargeting ads through Google to continue to drip your brand onto those who have visited your website or social media pages.

Use the Right Keywords and Phrases

It’s tempting to throw some obvious or generic keywords into your Google Ads so you know they’ll “work.” Yes, people will see your ads, but remember that brand awareness is about the right people seeing your ads. Not only that, but it can also be about those right people seeing your brand at the right time.

Using precise keywords and phrases means your ads are more likely to show up for your target market, just when the problem you solve is on their minds.

Maybe you sell a product that soothes a baby who suffers from colic. Anyone who’s ever tried to comfort a colicky baby and sees your ad will probably relate to it, and they’ll be more aware of your brand if they ever encounter another colicky baby in their lives.

How much more powerful would it be for a mother or father who is actively searching for colic remedies to see your ad?

The next time they see your ad or your product somewhere, they may remember that middle of the night rocking session and think, “Oh, that’s right. They can help with colic.”

Being in front of the eyes of people who want your brand, even if they don’t know it yet, at precisely the time they most need it. That’s the power of building brand awareness through PPC and paid campaigns.

Get Creative With Keywords

The fun thing about building brand awareness through PPC campaigns is that you can get really creative with your keyword targeting and start to pop up in unlikely places. Here are a few ideas to get your creative juices flowing:

  • your competitors’ keywords
  • current event keywords
  • trending keywords
  • misspelled keywords
  • keywords your target market is searching for outside your industry

The key to this tactic is using creative ads that tie in why you are there, either with a pun or a light-hearted introduction. It could be something that makes you relevant to that space, even when you don’t seem to be. You’ll see some examples below.

Include the Right Information

It’s tempting to get super creative with ads and miss the obvious. Remember the goal here is to increase brand awareness. You want people to start knowing your brand and for your brand to start becoming synonymous with the industry you’re in or the problem you solve.

All of that can be lost if you forget the basics of your brand, which include:

  • your logo or a variant of it
  • your slogan or tagline
  • your location (if you are a location-dependent brand)
  • your website (if you aren’t easily searchable)

Case Studies: Brands That Increased Customer Awareness With PPC and Paid Social Ads

Do you want to see a couple of real-life examples of how you can use paid ads to increase brand awareness? Here are a couple of case studies:

LifeLock

The first is LifeLock, which bid on the trending Google search terms regarding an Equifax data breach. They were able to showcase their brand, in a hero-to-the-rescue kind of moment, to those who were frantically Googling how to handle the situation.

Here’s a related example from a company offering data breach testing:

These are an example of leveraging current events and trending keywords to be at the right place at the right time.

Fiat

Fiat took a different approach by creating a few different ads and testing out different keywords to see how they could build brand awareness. They used specific keywords, such as their brand names, as well as broad ones, such as “small car,” to learn more about how their ads were performing.

This is an example of using keywords your target audience is looking for and being there when they search.

Conclusion

Is it time to build brand awareness using PPC and paid social search? By leveraging Google Ads and other ad tools, you can ensure your brand is there when people are searching.

If you’re looking for a way to just get your name out there in the public mind, PPC campaigns can be a powerful way to do so. If you’re not sure how to get started, hiring a Google Ads consultant could help.

Which brands have you become aware of through ads?

Consulting with Neil Patel

See How My Agency Can Drive Massive Amounts of Traffic to Your Website

  • SEO – unlock massive amounts of SEO traffic. See real results.
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Source: https://neilpatel.com/blog/brand-awareness/

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10 Successful Twitter Advertising Ideas

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With no minimum advertising budget to get started, Twitter offers the chance to grow your business without significant upfront investment. You can use Twitter for marketing, engagement, and customer service. Paid twitter advertising allows you to target audiences with keywords, demographics, and hashtags.

Twitter advertising campaigns work best when they are creative, clever, and aligned with your brand message. With low costs and high potential return, Twitter is worthwhile to explore when trying to grow your business.

The Top 10 Twitter Advertising Ideas

You can choose from various Twitter advertising formats, including promoted tweets, promoted accounts, promoted trends, and automated ads managed by Twitter.

Best practices change often, so be sure you’re staying on top of changes to the Twitter platform as you plan and execute new advertising ideas. Get familiar with how the site differs from other social media, too.

For instance, when you compare Twitter and Facebook advertising, you’ll notice Twitter demographics skew younger, and the platform tends to be a popular source for trending news.

Remember that ads should only be a portion of what you’re sharing each day. Your Twitter advertising strategy should combine paid ads with genuine engagement and organic content posting for the best results.

Make sure you always follow Twitter advertising policy when creating ads. Let’s look at some Twitter advertising examples to see how you can best use this platform to reach your audience effectively:

1. Make Sure Your Ads Are Creative

Ensure your brand message is clear through the text, images, and videos you use in your ads. Incorporate bright colors and easy to read fonts so your ads will stand out. When in doubt, follow Twitter’s best practices as you brainstorm Twitter advertising ideas.

Just remember, Twitter is a high-volume platform. Thousands of tweets are sent every second, meaning it’s easy to get lost in the shuffle. Generic won’t stand out, so don’t be afraid to push the boundaries to make an impact.

This promoted tweet from Sportsnet has eye-catching colors, an urgent call to action (CTA), and packs a lot of information into a few short lines.

You only have 280 characters to make your point, so communicate your value with snappy copy and concise messaging. Offer just enough detail to provide clarity about your brand. If you’re adding a link, use a vanity URL to save space and keep the focus on your message—Twitter automatically shortens links to 23 characters, which are factored into your overall account.

Someone seeing your tweet should be able to tell who you serve, what you offer, and know what to do next.

2. Use the Right Hashtags

Using the right hashtags ensures maximum exposure for your tweets, which is critical on a platform like Twitter, where the volume of tweets is very high. Anyone looking for a particular topic can find relevant tweets and conversations by merely searching hashtags.

Tweets with hashtags get more engagement, so don’t skip over learning how and what to use to bolster your efforts. HubSpot says the right hashtags can boost engagement by over 1,000 percent.

You can use hashtags for topics, events, places, industry terms, or popular themes. Try a mix of popular, trending hashtags and ones that are uniquely yours so people can find your content.

You can find hashtags by looking at trending topics and hashtags on Twitter or checking out hashtag generators.

Most will give you relevant and trending hashtags specific to your brand and content to help you maximize your followers and grow visibility for your tweets. Some will even tell you which hashtags to avoid.

A few hashtag generators you could try out:

  • Hashtagify
  • Tagsfinder
  • HashtagsForLikes
  • All-Hashtag
  • Trendsmap

3. Promote Your Best Tweets

Promoting tweets allows you to pay to display your content to people who aren’t yet following you on Twitter. People can interact with them like a regular tweet, but they’ll be marked “promoted.”

Which tweets should you promote? The ones with the best content and ones with a photo or video get more engagement and retweets, as you’ll see below. You should also promote tweets with links in them as they should drive more people to your website, downloadable content, or most recent blog post.

Make sure a new viewer can understand what you’re all about from your promoted tweet. They may not see any others, so give them everything they need to know what you’re about at once.

4. Use Images and Videos in Your Twitter Ads

Adding images to your Twitter advertising can boost engagement by 200 percent. Additionally, Twitter users post images 361 percent more than videos but save videos to their favorites 49 percent more.

Visuals can help explain your campaign and increase the chances that people will notice it and get the message within the short amount of time you hold their attention.

This ad from NICE Ltd. gives a quick message with a direct CTA to watch a demo. The ad itself contains a video showing a visual of what people can expect to see in the demo itself, with more information and a website URL. It’s a lot packed into a tweet!

The best Twitter advertising ideas catch people’s attention, likely creating immediate recognition and response. No matter how creative your written tweets are, they generally won’t stand out the way an image can.

Clear messaging is particularly important when promoting your tweets to people who don’t follow you. They need to recognize what you offer and what your business/brand is in a quick impression.

5. Share User-Generated Content

User-generated content is any content created by users and followers instead of brands and can include text, photos, or videos. Voluntarily created and shared by your fans, it creates connection and draws attention from other users who want to be included.

Sharing what real people think of your product or service through customer testimonials and product reviews can add a valuable human element to your ads.

How can you tap into this powerful source of credibility? Get your followers involved by asking them to create content based on their experiences with you. They may start looking for ways to engage with your brand or be chosen when you feature your followers’ work.

Listening to your fans can help you generate Twitter advertising ideas. You could involve your followers in decisions like product naming, have them upload content to participate in contests, and even create your hashtag.

6. Host a Twitter Chat on Twitter Topics With the Most Engagement

A Twitter chat is a virtual gathering or discussion that takes place on Twitter at a specific time. They can be a one-time event or a recurring meeting. Usually, a Twitter chat will focus on one main topic, attracting like-minded users to tweet with one another using a hashtag.

Whomever is hosting a Twitter chat guides the conversation, asks questions, and encourages participants to engage.

Hosting a successful Twitter chat can give you valuable insight into your target audience. You could gain valuable feedback, build brand awareness, and establish your authority on relevant topics. If you do it well, you may also make connections, build relationships, and gain followers.

Try to choose topics where interest is spiking, but no one has stepped forward to lead the conversation. If you can offer valuable content and no other brands are engaging directly with fans about a subject, you may see significant results with little time or expense.

Tell everyone the chat and its time, topic, and other details in a promoted tweet. If you want to offer more information, write a blog post and publish it on your site, including a link to the post in your promoted tweet.

7. Use Influencers or Micro-Influencers

Influencers have large followings on social media platforms and have shown they can guide those followers’ opinions and decisions. You can engage with influencers who are active in your industry or have fans from your target audience.

Brands partner with these users to promote their products and services in relatable, authentic ways.

Start by responding to influencers’ tweets, sharing their content by retweeting, and building relationships with them. They may return the favor, which can help you assess which influencers might make the right partners for paid promotions.

A twist on influencer marketing is micro-influencer marketing, which is similar but on a smaller scale. Typically, micro-influencers have smaller followings of very loyal fans, meaning they may share your content with fewer people but likely only promote brands they genuinely like and trust, making their recommendations valuable.

If you can come up with unique Twitter advertising ideas that influencers find attractive, you may be able to benefit from their large followings.

8. Research the Right Keywords and Use Them Creatively

Twitter advertising success depends on your ability to be seen by your target audience as much as possible. You want to use the right keywords to attract users to your content and target users when promoting your tweets based on their recent activities and posts.

You can use a tool like Ubersuggest to do keyword research to learn what keywords you should be using in your content and hashtags (you can also use the free Chrome extension). This free tool offers key terms and long-tail phrases to try in your Twitter advertising and other marketing. You’ll be shown hundreds of suggestions, complete with search volume, competition, and trends for each.

9. Discover What Makes Your Brand Stand Out

What makes you stand out?

Figure out the primary value proposition behind your product or service, and play on it to help your brand stand out. Ensure you understand why your target audience needs or wants what you offer, and personalize your message based on their needs.

See what your competitors are doing that works for your ideal audience. Don’t copy, but allow yourself to be inspired to try new ideas. Do A/B testing to see what works best, and use analytics to help figure out which tweets your audience enjoys most.

10. Leverage Twitter Trends

Understand what brings people to Twitter, such as critical events. If a massive volume of people will be on Twitter because of something happening in sports or entertainment, jump in with relevant content.

Events and conferences, whether live or virtual, are often great ways to connect with like-minded people.

This promoted tweet from Salesforce calls attention to an event currently live, uses an event hashtag to bring participants together, and mentions a name people may recognize. By using the person’s Twitter handle, Salesforce also makes it easy for that person to see and possibly retweet their post.

If you connect your brand to the current conversation, you can gain visibility, shares, and followers.

Look for hashtags about local, timely, relevant events and happenings and use them to increase exposure. This could mean holidays, game days, and TV events like the Grammys or Oscars. If you have a local business, capitalize on nearby events.

Conclusion

Twitter advertising offers many ways to target your ideal audience and connect with them in real-time. Appropriately used, paid Twitter advertising costs can be very reasonable and can help you grow your business.

Want to do a deep dive into Twitter advertising? We’ve got all the Twitter advertising guides you need.

Need help with Twitter advertising strategy or other digital marketing ideas for your business? We’ve got you covered there, too.

With a few creative Twitter advertising ideas in your toolbox, your ads can stand out and draw the right users to your business.

Which of these Twitter advertising ideas do you think would resonate best with your audience?

Consulting with Neil Patel

See How My Agency Can Drive Massive Amounts of Traffic to Your Website

  • SEO – unlock massive amounts of SEO traffic. See real results.
  • Content Marketing – our team creates epic content that will get shared, get links, and attract traffic.
  • Paid Media – effective paid strategies with clear ROI.

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Source: https://neilpatel.com/blog/twitter-ad-ideas/

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