Cognition Lab https://cognition-lab.com Cognition Lab: The fusion of Marketing, Behavioral Economics and Neuromarketing. Mon, 22 Jun 2020 16:16:26 +0000 en hourly 1 https://wordpress.org/?v=5.4.2 https://cognition-lab.com/wp-content/uploads/2020/06/cropped-Cognition-Lab-Logo-1-150x150.jpg Cognition Lab https://cognition-lab.com 32 32 Marketing strategies for Brand Building | Best of 2020 https://cognition-lab.com/marketing-news/brand-building-2020/ https://cognition-lab.com/marketing-news/brand-building-2020/#respond Sat, 13 Jun 2020 12:32:37 +0000 https://cognition-lab.com/?p=3459 The post Marketing strategies for Brand Building | Best of 2020 appeared first on Cognition Lab.

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Marketers often have no idea why their campaigns work (or not). They try different tactics and draw wild-naive andnaive conclusions.

Today’s article will highlight the fact that advertisements largely work by refreshing and building memory structure.

 

Going back to the Basics of Branding

 1. The Law of Buyer Moderation
 

An often forgotten business rule is,  over time:

– Lightest buyers become heaviest buyers

– Heavy buyers become the light buyers

This rule contradicts the general practice of going after heavy buyers and ignoring light buyers. Marketing’s best chance of success is when it has as much reach as possible. It’s wrong to assume the brand only affects a particular type of buyer.

 

2. Brands need to be distinctive

 Brand need to be distinctive, easily recognizable and distinguishable from others. You can have sub-brands for specific consumers (i.e. Coca-cola zero) but the umbrella brand message should be consistent and memorable. The role of branding and advertising is to bring ‘Public Notice’.

 To encourage brand loyalty a brand must stand out so buyers can easily identify without  conflict. Being distinctive plays the key role here. The stranger the distinctive elements the easier consumers identify brands.

 Think of examples for a second...

  • Colours:  Vodafone, coca cola
  • Logo:  McDonald
  • Tagline: Nike “Just Do It”
  • Symbol: Mickey Mluse ears
  • Ad Style: Mastercard ‘Priceless’

The market is a cluttered environment, with great numbers of choices available. Distinctiveness makes life easier for consum 

” All marketing books talk about differentiating. Some how they all have the same context…”

 

3. Advertisement effects purchase probability

 Did you know what 2% of world’s GDP is spent on advertising?

In this cluttered market space consistency is needed for the brand identity to be noticed. It’s important to remember using advertisement increases purchase probability.

It’s also important to note the effects of ads are hard to see sales trends because:

– Few companies spend enough money to increase market share. Most ads are used to prevent a decline in sales.

– Ad effects are spread out thin. Today’s activities results may be seen long periods after.

4. Using the correct advertisement

Advertisement won’t build memory structure if not processed. The main challange isto get passed

5. Use Relevant Images

It is believed that visuals account for 70% of the clicks generated. Make sure your images are of high quality to improve your relevance score. Some element worth considering are:

  • Using clear, crisp, high-quality images
  • Use a clear Call to Action (CTA)
  • Do NOT  exceed 20% tet rule
  • Consider using image slideshows or videos

Facebook’s Placement Asset Customization tool lets you tailor creative assets to each of your placements. Make the best use of this tool for improving the user experience.

6. Re-target on Facebook with Impact

Re-targeting is a key element for converting audiences and improving ad engagement on Facebook. However, be cautious about the customer buying cycle. For a luxury product, the conversion cycle may take time, therefor retargeting for a longer period of time will be suitable. For lower-priced products, it makes more sense to re-target for shorter time spans.

Retargeting campaigns tend to generate higher CTR’s than prospecting campaigns. Facebook rewards this with increasing relevance scores.

7. Ensure Ad Content matches audience expectations

Relevance is key. Estimate what stage of the customer journey you are targeting and build content tailored to the needs. As an example follow the below steps:

  • For Cold Leads Offer–> Cheat sheets, Tool Kits, Calendars, Podcasts, White Papers, Infographics
  • For Warm Leads Offer –> Video content, live demos, tickets, giveaways, coupons, demos
  • For Hot Leads Offer –> Trials, demos, purchase messages

8. Create Sexy Ad Copy

Relevant content drives engagement. Sexy content converts. Some points to remember:

Make ad copy about your customer. Speak how you will benefit them (i.e. use the word YOU)

  • Find the unique value proposition. Identify what your customer will click
  • Use catchy headlines. try variations. Trial free online tools. They even claim odd-numbered headlines drive higher CTR’s.
  • Use a clear Call To Action (CTA). Direct the user to action (i.e. Buy now, Sign up, etc.)

9. Watch out for Ad Fatigue.

 Keep a close eye on how many times the audience sees your ad. An ad frequency of 5 is suggested to be maximum for a set period of time. Any higher can trigger negative brand feelings.

10. Trial Different Placements Individually

Compare and contrast how placements work for you. CPC’s and Engagements can vary drastically across platforms. Savvy marketeers build different copy and messaging based on creative opportunities. Explore this for your product.

11. Use Video

Videos are proven to capture higher engagement rates. This will directly improve the Quality Scores of your ads. 

12. Start Establishing a Sales Funnel – Segment your audiences

Separate your audiences based on how they engage with your content. This can involve targeting users who have watched your videos, engaged with a post, clicked through to the website, completed form and so on.

For an education client we setup a basic funnel as below and targeted tailored content for each stage…

Cold Leads –> Segment users who watched 25% of promotional video

Warm Leads –> Target people who have visited the web page and clicked on course fee and subjects pages

Hot Lead –> Target students who have started application and/or enquired

 

13. Engage with your Ad

Facebook sets the ad relevance score after the first 500 impressions. Although not proven to full extent, it’s likely the algorithm will reward you if you drive a positive sentiment score and high CTR from the start of the campaign.  If you can get your team to like and share your content.

To sum it up…

These 13 steps will enable your targeting capabilities and will offer you valuable campaign insights. Keep us posted with the results!

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Do not trust Facebook ad benchmarks in 2019 to measure success? | 2019 Q4 Benchmarks https://cognition-lab.com/marketing-news/facebook-ad-benchmarks-2019/ https://cognition-lab.com/marketing-news/facebook-ad-benchmarks-2019/#comments Thu, 24 Oct 2019 14:36:18 +0000 https://cognition-lab.com/?p=3428 The post Do not trust Facebook ad benchmarks in 2019 to measure success? | 2019 Q4 Benchmarks appeared first on Cognition Lab.

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Clients keep on asking  “How much should I budget for Facebook ads?”  and “How are we performing compared to the Industry?”.

Little do they know the one and the only answer is: “It depends”. 

There are various dynamics that shape the outcome of facebook campaigns and it’s best the client understands the process. This article will help you explain:

(i)  How does the bidding process work on Facebook?

(ii) Why industry benchmarks shared online can be misleading? 

(iii) What a healthy benchmark is Facebook ads?

(iv) Insights to run cost-efficient Facebook campaigns.

 

 

 

1. How does the Facebook bidding process work?

 Before we go into costs, it’s important that we take a second to talk about the bidding process.

It’s important to remember that Facebook operates as an auction and you are bidding against every other advertiser on the platform. This means that at any given time you have hundreds upon hundreds of other advertisers all going for the eyes of Facebook users.

There’s a large number of factors that can affect how much your Facebook Ads cost, and bids are only one of them.

These factors can include:

  •  The timing:  The month of the year, the day of the week, and even the specific hour of the day can affect ad costs.
  • Your bidding strategy: Whether you select the lowest cost or choose a specific bid cap can ultimately determine your ad delivery and cost.
  • The placement you choose: Different ad placements will have different costs – the more competition a certain placement has, the higher the cost
  • Relevance metrics:  Facebook has 3 separate metrics to determine the quality of your ad – Engagement Ranking, Quality Ranking, and Conversion Ranking. Having a low score in any of these areas will increase your costs
  • The audience you’re targeting: If other advertisers are trying to reach the same audience members, costs go up as newsfeed space is not unlimited.

The successful planning of these factors will define what to expect from your budgets.To learn more check out the 5 Hacks to Optimise Facebook Campaigns

  Facebook Ad Benchmark 2019

 

2. Don’t Follow the Facebook Industry Benchmarks shared online? 

Have you recently Googled Facebook industry benchmarks and seen traumatizing results? You’not alone.

Most of the content published online are produced by marketers looking to sell their Facebook platform optimization products and they use scare tactics to achieve this.

The truth is, Facebook has too many targeting dynamics to be clustered under the one-single benchmark figure.

A couple of ammunition arguments to support the case. Are you comparing benchmarks for:

  • The same product promotion? (ie, B2B sales are guaranteed to cost more than B2C promotion)
  •  The same target audience group? (i.e. Is the audience size/age/gender/interest data the same?)
  •  The same placements on Facebook/Instagram? (i.e. Facebook costs cheaper than Instagram ads. Is that considered?)
  •  The same country? (i.e. Generating clicks from India is fractions of the cost of targeting UK audiences)
  •  The same targeting strategy? (i,e, Are you doing prospecting targeting or Retargeting? The later has guaranteed better results).

And the list goes on.

You can not compare the benchmarks unless all targeting criteria are playing in the same field. This is a crucial detail these online advertisers forget to mention (aka. Hootsuite, Adespresso, Wordstream and so many others).

So, what benchmark should you really use?  

 

3. What Benchmarks should you use for Facebook Ads?

 Cross measuring performance data via conversion rates, post engagements and Google Analytics data (for link traffic) will give you the clearest picture of what is working.

 From historic data, we also set bare-minimum benchmarks for what is working.

  • For Facebook, we look for Click CTR’s above 1% and link click CTR’s above 0.50%.
  • For Instagram, we keep our expectations much lower than these.

The key benchmarks should come from testing-optimizing and discovering how audiences engage with the brand/product on offer. The rest will flow automatically.

 

Why not to use Facebook Industry Benchmarks?

4. How to run cost-efficient Facebook campaigns for better results? 

 

The cheat sheet for campaign optimization is too broad to list in a single blog post.

 

We will, therefore, highlight the basic steps you can take when setting up the campaigns:

  •  Impression vs Link Clicks/Engagements: We’d recommend avoiding the CPM (Cost per thousand) model unless you have a clear definition of what is a success for the client and you have sufficient budget to a/b test with. Entering the auction with the CPC model ensures you are only costed when people engage with your ads All impressions are free. This allows you to secure the campaign performance with minimal effort.

Selecting to charge by impressions means you can waste money when your ads are performing poorly. But the opposite also applies. If your ads perform well and get a high click-through rate, you still pay only on a CPM basis.

Why is this a good thing? You can essentially “beat” Facebook’s recommended CPC and pay a price per click that you would never achieve if you selected to charge by link click. This is a high-risk, high-reward proposition.

 

  • Be aware of Monthly Market Trends:  Yearly data indicates that CPC’s rise during the October, November and December periods. Peak cost time is December 
  • Be aware of Weekly Market Trends: Yearly data indicates that CPC’s are lower at weekends, with Sunday’s being lowest. The available inventory is also lowest during these days. The most expensive days are Fridays, Thursdays and Wednesdays as of 2019. The cheapest page like campaigns is seen during the weekends.
  • Be aware of Hourly Market Trends: Yearly data indicates that link clicks are most expensive at 3pm -7 pm, with the peak time being 5:30 pm.

These steps will enable your targeting capabilities and will offer you valuable campaign savings.

Keep us posted with the results!

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5 Hacks to Optimize Facebook Ad Campaigns | September 2019 Update https://cognition-lab.com/marketing-news/5-hacks-to-optimize-facebook-ad-campaigns-september-2019-update/ https://cognition-lab.com/marketing-news/5-hacks-to-optimize-facebook-ad-campaigns-september-2019-update/#respond Fri, 11 Oct 2019 14:39:15 +0000 https://cognition-lab.com/?p=3410 The post 5 Hacks to Optimize Facebook Ad Campaigns | September 2019 Update appeared first on Cognition Lab.

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Looking to take your Facebook ads to the next level? Looking for ideas to improve your engagement rates?

In this article, you’ll discover 5 Hacks to Optimise your Facebook ad campaigns.

 

5 Hacks to Optimise Facebook Ads 

(September 2019 Update)

 

How to Increase your Organic Facebook reach?

 

 

 #1 Make Budget Jumps to your Facebook Ad Spend 

 

Raise the budget of your campaign 10%-20% every 4-7 days when results are performing exceedingly good.

Every ad set learns from its performance and retains the data. When you increase the budget by 10%-20%, it’s considered a relatively small change to in your ad set, so the ad retains most of the data and lessons learned from the initial phase of running your campaign.  This helps you keep your performance relatively stable compared to a larger change that forces the ad set to lose all of its initial data.

When you enable CBO (Campaign Budget Optimization) at campaign level settings you will see Facebook warns that changing budgets does reset an ad sets learning phase, skewing the accountable data…

 

#2 Optimise your ad delivery

Finding your most profitable audience segments and investing in them is key. For this, you need to check the Facebook Breakdown information on the ads manager. When you click the button you will see the breakdown by 4 options

  • by Time
  • by Action
  •  by Delivery.

Among these breakdowns, delivery tends to be the most useful. Particularly the Gender, Age and Time of week metrics can be very insightful for you to narrow your targeting.

#3  Finding the correct audience targeting

Testing a variety of audience segments is key to determine what works best for your business.  For broad appeal product targeting, I prefer starting off with 4 to 6 different audience groups targeting.  Some ideas of inspiration may follow:

  • Large scale Interest-based audiences (400k -1m)
  • Midscale interests based audiences (40k – 400k)
  • Small scale interest-based audiences (0 – 40k)
  • 1% Lookalike Audiences
  • Re-targeting website and page visitors
  • Targeting based on Facebook Insights

And the list goes on. Once you let the campaign run for 7-14 days with a sufficient budget, you will see the data concluding tangible results on what does and doesn’t work. Keep A/B testing from there and optimize towards best performing.

#4 Trial CBO

Facebook is a powerful data aggregator and it likes being in control of making the decision for campaigns. Their new CBO feature is a good sign f this.

CBO (Campaign Budget Optimisation) allows Facebook to auto-optimize the ad sets and ad creatives to best performing. We have run this across a number of campaigns and the results have been extremely positive with the initial phases of the activity.

We recommend making use of this in the first 3 weeks of the campaign.

Once the engagement rates start to drop the system’s decision-making capacity starts to fluctuate, so to avoid any misdeliveries keep an eye on how things are progressing.

#5 Facebook Insight

It’s surprising how few advertisers make use of the powerful data they are sitting on.

For the Facebook pages you manage, we strongly recommend analyzing them through Facebook’s free insight tool. You will get clear cut demographic, interest and behavioral data of people who like your page. In most cases, the results are eye-opening and offer tangible actions to take for testing inc campaigns.

 

 Facebook is a platform that works best through continuous testing and optimization.  Keep an eye on deliveries and continue A/B testing. 

 

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digital https://cognition-lab.com/marketing-news/digital/ https://cognition-lab.com/marketing-news/digital/#respond Sun, 22 Sep 2019 20:46:35 +0000 https://cognition-lab.com/?p=3365 The post digital appeared first on Cognition Lab.

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MEDIA & ADVERTISING

What to learn from GenerationZ?

Kevin Jones,  Senior Media Strategist

Drop your illusions of youth. Stop making comparisons to your own past days. Being young in 2019 is very different 5, 10 or 15 years ago.

Generation Z have new life perceptions and as today’s marketeers we must understand the dynamics in their behaviors.

Today we will focus on Generation Z and give meaning to their behavioral trends.

Who are Generation Z?

Young adults born from the mid 90’s up until early 2000’s who are now entering the workplace are labeled as Generation Z.

This so called youth, has now started earning their own income, entering influential social positions and exercising their own collection of attitudes and beliefs. Understanding the mindsets of these audiences will allow you to communicate to them accurately and personally. So pay attention.

Key Characteristics of Generation Z

1. Gen Z are future oriented.

Gen Z are seeking practical and resourceful ways to sustain their future. The average Undergraduate takes out over £50k student debt.  Home ownerships have dropped 8% in past 5 years. And d 1 in 10 are working zero hour contracts.  They know the market is not in their advantage and as a result they are cautious planners. . They are more open to long term benefits than to live day by day.

“Being young in 2019 is very different to 5,10, 15 years ago.”

2. Work Life Balance is a must for them

Unlike millennials, work/life balance is sacred to Gen Z and they will not spend day and night at work for bean bags and free bear. Money is a priority but but they want to make sure they’re journey is a positive one. 

Gen Z are happy to work hard and make sacrifices as long as the cause is right.

 

3. #YOLO has been replaced by #JOMO

Young people’s JOMO (Joy of missing out) habits see them unplug from social media and avoiding social engagements in the hope to be more mindful. As a results TV streaming and gaming are the real winners when it comes to fullfiling JOMO dreams.

 

68% would prefer to watch videos on YouTube than spend time outdoors (40%), go out drinking (34%) or go to night clubs (23%)

Generation Z insights. 

Photograph by Lorem Ipsum via Unsplash

4. Their time is Precious (And scarce)

Gen Z are busy putting effort into what matters to them. Their time is precious and scarce. They do not want to make choices, nor do they have time to. They expect tailored/personalised content to be within instant reach.

Unsurprisingly their favourite brands include Spotify, monzo, asos, Netflix, google

 5. The world matters to them

Gen Z may be modest in their  professional ambitions, but they are absolute in desire for a better world. The few mass market trends they follow involve social wellbeing. Think of Climate change (38%), Mental Health  (29%), Gap Between Rich & Poor (19%), Brexit (19%), NHS (17%). 

 

 6. Mainstream is nor their thing

68% of GenZ (16-24s) claim to not follow popular trends.  Thanks to the internets this generation has access to limitless spaces to explore tgeir identities. And as we know, the online world can make niche interests feel mainstream  – when you connect with others like yourself.

GenZ are acting in Tibes, data suggests they ascribe themselves four different identities on average, We call this the atomisation of tribes. Most popular identities, which are pretty mainstream within themselves, include: Music lovers, Foodies, Gamers and Feminists.

 

Being young in 2019 is very different to 5,10, 15 years ago. Drop your delusions of the youth. Connect with this generation through the things they care about. Save them time, give them personalized experiences, engage with their desires.

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How to calculate max CPC bid for PPC Campaigns? | CPC Google https://cognition-lab.com/marketing-news/calculate-max-cpc-bid/ https://cognition-lab.com/marketing-news/calculate-max-cpc-bid/#respond Mon, 08 Apr 2019 13:30:07 +0000 http://cognition-lab.com/?p=834 The post How to calculate max CPC bid for PPC Campaigns? | CPC Google appeared first on Cognition Lab.

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The measurability of digital marketing campaigns has become a must. In this article, we will explain how to set CPC bids in PPC campaigns. In the era where accountability is measured by direct sales, we all must be knowledgable on the calculations in place.

How to calculate max CPC bid for PPC Campaigns?

  1. Identify Sale Profit

Proft = Revenue – costs

  • This is the profit you make per conversion

 

2. Calculate the Conversion Value

Conversion Value = Avg. Sale Value  / No. Leeds needed per sale

  • i.e. Sale value per item is £1000 | you get 1 sale in 200 clicks | £100 /2000 = your conversion value is £5

 

3. Calculate the Conversion rate

Conversion Rate = Conversions / Clicks

  • i.e. You get 5 sales per 100 clicks | 5/100 = your conversion rate is 5%

 

4. Identify BREAK EVEN CPC

Max CPC = Conversion Rate / Profit Per Conversion

  • This is the maximum bid you can afford to break even / not make a loss.
  • i.e. 2% Conversion rate (0.02) | Profit per sale £40 | 0.02 x £40 = Max CPC £0.80

5. Set your MAX CPC

MAX CPC = Breakeven CPC – 30% 

  • The max CPC you set will define your profit margin.
  • Google’s actual CPC’s tend to be 20% lower than the maximum bid amount.
  • As an average, we tend to go 30% lower than the breakeven point. This is optional.

 

Other Budget Calculations worth Considering

  • For Maximum Click CPC

MAX CPC = Conversion Rate x Proft per Conversion x 0.70

  • For Maximum CPA

MAX CPA = CPA Target x Conversion Rate x 1.2

  • For CalculatingROAS

ROAS= Total Revenue / Total Ad Cost

 

The measurability of campaigns will establish a transparent and trustworthy environment with clients. Although hassle to set up, remember that these metrics will reward your operations in the long run.

Good luck in implementation and let us know your thoughts!

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How to Increase your Organic Facebook reach? https://cognition-lab.com/marketing-news/how-to-increase-your-organic-facebook-reach/ https://cognition-lab.com/marketing-news/how-to-increase-your-organic-facebook-reach/#respond Fri, 05 Apr 2019 16:40:29 +0000 http://cognition-lab.com/?p=820 Facebook, the money-sucking evil corporation, has maid organic content promotion very troublesome for us marketers. It is believed that Facebook organic content reaches only 2% of audiences if optimisation is not in place. In this article, we have explored how to Increase your Organic Facebook reach? Cognition-lab How to increase your Facebook Page Reach? Use […]

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Facebook, the money-sucking evil corporation, has maid organic content promotion very troublesome for us marketers. It is believed that Facebook organic content reaches only 2% of audiences if optimisation is not in place. In this article, we have explored how to Increase your Organic Facebook reach? Cognition-lab

How to increase your Facebook Page Reach?

  1. Use Facebook videos for engagement

2019 has once again shown that people prefer effort-less media consumption. Video content engagement standouts across all platforms and channels. Capitalise on this.

  • Include cc text with videos
  • Make sure the video is mobile screen friendly
  • Include a summary snippet at tart of videos
  • Make image/slideshow videos for engagement

2. Use Engagement driven content (not click bait)

Facebook’s algorithm is savvier than. Fake likes or clicks bate posts (i.e. share to win x prize) no longer work with algorithms. Facebook wants to see positive comments – engagements – shares and saves. They want meaningful interactions.

Some ideas to build quality content:

  • Ask users’ opinions and thoughts
  • Use user engagement driven imagery (i.e. what colour of dress do you see?)
  • Do opinion polls (i.e. who is the best x?)

3. Connect and share Content with like-minded people

Product recommendation is the easiest and cheapest way of getting followers. Use your network to share content with people. Make sure you take advantage of staff, friends, sub-accounts for sharing and posting a comment.

4. Invite post likes to like the page

A surprisingly well-hidden gem on Facebook. Go to your Facebook page settings and invite people to like your page. You will see a list of recommended names available for an invitation. These are people who have engaged with your content before but who have not like your page.

5. Use Targeting Optimisation on standard posts

Facebook now allows marketers to specify targeting criteria for organic posts. This is useful for splitting content and driving higher engagement rates with ad relevancy. Use Facebook insights to learn about your audience and segment content.

6. Use Facebook Groups

Facebook Groups are fantastic for building audience engagement and loyalty. Some tips for growing your network

  • Make people feel special – send personal invites
  • Offer an incentive for them to join the group (i.e. offer facebook ad coupons for joiners)
  • Build an engaged community that operates intuitively

7. Post regularly without exception

Use post scheduling tools and never miss out on a day. Facebook algorithm and humans like consistency. Your absence will be penalised one way or another.  Social media experts tend to recommend posting 1 to 2 posts each day.

 

 

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How to find Hash Tags for Social Media Growth | 6 Tips https://cognition-lab.com/marketing-news/find-trending-hashtags-for-social-media-growth/ https://cognition-lab.com/marketing-news/find-trending-hashtags-for-social-media-growth/#respond Fri, 05 Apr 2019 15:02:24 +0000 http://cognition-lab.com/?p=815 The post How to find Hash Tags for Social Media Growth | 6 Tips appeared first on Cognition Lab.

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Paid advertising can only get you so far. At some point, you will have to tap into the organic market and engage audiences. In this article, we have summarised 6 key strategies to find trending hashtags for social media growth.

How to Find Trending HashTags for Social Media Growth | 6 Tips

  1. Find what hashtags other influencers are using

Influencers are a good place to begin your research.  It’s more than likely they have conducted their own research and have trialled the best combinations that generate traffic for them. Instagram is the best place to check this.

Instagram –> Search for Keyword –> Under tags click # –> see what has been searched for.

2. Use RiteTag

RiteTag is a very useful tool that offers a great capacity of research free of charge.

  • Search for trending hashtags around the world
  • Get recommendations for if hashtags that will work now or in the long run.
  • Use the chrome plugin to generate hashtag ideas

3. Try HasTagify.me

Hastagify is another powerful # research tool that offers cool free functions.

  • Search for what hashtags other influencers are using
  • Find trending hashtags

4. Twitter Trending Trends

Another free yet powerful research tool is Twitter. Using the trending trends you can find hashtags that are most active. The tool allows you to search for local and global trends.

5. Use your own Ideas

This is the cheapest and often the most effective method. You know your product better than any other tool. Think what relevant hashtags your audience may be using. Make a list. Brainstorm. Check volumes and trial them in your content.

Trial the above suggestions and experiment with content. You will be surprised how well some tags work in capturing attention and traffic. We recommend building a spreadsheet of hashtags, where you can keep a record of keyword themes and performances.

Good luck and remember this is a timely journey that requires patience.

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How to increase CTR’s and improve Relevance Scores on Facebook? https://cognition-lab.com/marketing-news/facebook-ad-relevance-score/ https://cognition-lab.com/marketing-news/facebook-ad-relevance-score/#respond Thu, 04 Apr 2019 14:49:21 +0000 http://cognition-lab.com/?p=753 The post How to increase CTR’s and improve Relevance Scores on Facebook? appeared first on Cognition Lab.

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[vc_row][vc_column][vc_column_text]Looking to increase your Facebook CTR’s and improve Relevance Scores? Good. You’re on the right track. And we’re here to help.

What is Facebook Relevance Score?

Your relevance score is a number from 1-10 (1 lowest – 10highest) and is shown on your dashboard after your ad exceeds500 Impressions. Your relevance score is based on Facebook thinks your audience will react to your ad. Facebook factors is in expected positive and negative feedback to determine the score.

Factors that affect Relevance score

  • Positive Facebook. Including Shares – Likes – Clicks – Engage with content.
  • Negative feedbacks. Including hiding Ads and choosing to stop being served ads.
  • How specific ad targeting is
  • Image quality
  • Message quality

Your Facebook relevance score lower your cost of advertising. Achieving the perfect 10 is rarely seen by advertisers, aiming for 5 and above should be the target goal of new campaigns.

How to Improve Facebook Ad Relevance Score | 13 Steps

1. Know your Facebook Audience

Targeting the right audience is key for driving positive engagement. For this, we recommend conducting audience research and creating buyer personas. Facebook Insights is a good starting point to learn about your audience base. If there are any obvious patterns you will find them here. When analysing your audience think of:

  • Demographics (age, gender, work, education, family status, income levels)
  • What do these people do? Problems,  interests, needs, wants, desires…
  • What feedback do they give? What do they think they want?

2. Target your Audiences on specific days

Targeting audiences when they are most likely to engage is critical. Look at your account engagement and conversion history, see what days and times have driven most action. For consumer based offers, starting promotions on Thursday is often recommended by advertisers. Whereas, Tuesday is the recommended day for B2B audiences.

3. Use Conversion (event) Based Lookalike Audiences

Conversions (events) are one of the most effective look-alike audience group segments. With the Facebook Pizel and conversion tracking, you can record actions that matter most and expand on these.  Use the 1% lookalike audience size for increased relevance.

Other useful lookalike audience strategies include:

  • Database lookalike audiences (emails, CRM data)
  • Even Page Attendees Lookalikes
  • Page/Specific Post engagement based lookalikes

4. A/B Test and Optimise

Testing different setups take time but are necessary if you want to see results. Some split testing ideas include:

  • Audience segments
  • Images
  • Headlines / Copy
  • Placements
  • Formats
  • Maximum Bids
  • CPC vs Impression

5. Use Relevant Images

It is believed that visuals account for 70% of the clicks generated. Make sure your images are of high quality to improve your relevance score. Some element worth considering are:

  • Using clear, crisp, high-quality images
  • Use a clear Call to Action (CTA)
  • Do NOT  exceed 20% tet rule
  • Consider using image slideshows or videos

Facebook’s Placement Asset Customization tool lets you tailor creative assets to each of your placements. Make the best use of this tool for improving the user experience.

6. Re-target on Facebook with Impact

Re-targeting is a key element for converting audiences and improving ad engagement on Facebook. However, be cautious about the customer buying cycle. For a luxury product, the conversion cycle may take time, therefor retargeting for a longer period of time will be suitable. For lower-priced products, it makes more sense to re-target for shorter time spans.

Retargeting campaigns tend to generate higher CTR’s than prospecting campaigns. Facebook rewards this with increasing relevance scores.

7. Ensure Ad Content matches audience expectations

Relevance is key. Estimate what stage of the customer journey you are targeting and build content tailored to the needs. As an example follow the below steps:

  • For Cold Leads Offer–> Cheat sheets, Tool Kits, Calendars, Podcasts, White Papers, Infographics
  • For Warm Leads Offer –> Video content, live demos, tickets, giveaways, coupons, demos
  • For Hot Leads Offer –> Trials, demos, purchase messages

8. Create Sexy Ad Copy

Relevant content drives engagement. Sexy content converts. Some points to remember:

Make ad copy about your customer. Speak how you will benefit them (i.e. use the word YOU)

  • Find the unique value proposition. Identify what your customer willy click
  • Use catchy headlines. try variations. Trial free online tools. They even claim odd numbered headlines drive higher CTR’s.
  • Use a clear Call To Action (CTA). Direct the user to an action (i.e. Buy now, Sign up, etc.)

9. Watch out for Ad Fatigue.

Keep a close eye on how many times the audience sees your ad. An ad frequency of 5 is suggested to be maximum for a set period of time. Any higher can trigger negative brand feelings.

10. Trial Different Placements Individually

Compare and contrast how placements work for you. CPC’s and Engagements can vary drastically across platforms. Savvy marketeers build different copy and messaging based on creative opportunities. Explore this for your product.

11. Use Video

Videos are proven to capture higher engagement rates. This will directly improve the Quality Scores of your ads.

12. Start Establishing a Sales Funnel – Segment your audiences

Separate your audiences based on how they engage with your content. This can involve targeting users who have watched your videos, engaged with a post, clicked through to the website, completed form and so on.

For an education client we setup a basic funnel as below and targeted tailored content for each stage…

Cold Leads –> Segment users who watched 25% of promotional video

Warm Leads –> Target people who have visited the web page and clicked on course fee and subjects pages

Hot Lead –> Target students who have started application and/or enquired

13. Engage with your Ad

Facebook sets the ad relevance score after the first 500 impressions. Although not proven to full extent, it’s likely the algorithm will reward you if you drive a positive sentiment score and high CTR from the start of the campaign.  If you can get your team to like and share your content.

These 13 steps will enable your targeting capabilities and will offer you valuable campaign insights. Keep us posted with the results!

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How to use Google Keyword Planner to find new keywords | Top Tips https://cognition-lab.com/marketing-news/how-to-use-google-keyword-planner/ https://cognition-lab.com/marketing-news/how-to-use-google-keyword-planner/#respond Mon, 01 Apr 2019 11:28:55 +0000 http://cognition-lab.com/?p=743 Learning how to use Google Keyword Search Planner for finding keywords is a must for any search advertiser. There are many paid and free keyword research tools available within the market, but what better option could there be than Google’s own – free tool. How to Plan Keywords for Search Engine Marketing Key Steps to follow […]

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Learning how to use Google Keyword Search Planner for finding keywords is a must for any search advertiser. There are many paid and free keyword research tools available within the market, but what better option could there be than Google’s own – free tool.

How to Plan Keywords for Search Engine Marketing

Key Steps to follow when doing Google Keyword research

  1. Brainstorm Keywords Before you Start.

Brainstorm. Think of how you perceive the product. Make a list of 20 keywords you think are relevant to the campaign. Make sure you use a mixture of short and long tail keywords

2. Check  Keyword volumes and Forecasts.

Enter your keyword list into the keyword forecast planner. See if your keywords drive traffic if they have much competition and how costly they are. This step should steer the direction for the keyword theme

3. Find new keywords

Enter keywords, phrases, URL’s into Google keyword planner to find related keywords. At most Google will generate 2000 search results recommendations. You can enter up to 3 seed keywords + 1 URL at the same time. Make a list of healthy keywords that are generated here.

4. Focus on PPC metrics

Focus on high traffic – high relevancy – low-level competition keywords. Remember the goal is to drive the highest volume of conversions for minimum cost.

Google Keyword Research Tips and Hacks

HACK #1 Look at Est. Impressions for Maximum CPC

Google acts hesitant when providing search impression volumes. There’a way arround this In Keyword Planner all keyword recommendations are a broad match unless you specify. Follow the below steps

 

Google Keyword Planner - exact match impression volumes

Google Keyword Planner – exact match impression volumes

Go to Keyword Planner and find keywords –> Change the keywords to exact match and Add keywords to plan — > Change Max CPC to highest possible –> See the true Impression Volumes.

 

HACK #2  Install Keywords Everywhere

Add Keywords Everywhere plugin to Chrome and Firefox. This free keyword research tool automatically gives search volume, CPC and competition data in all major search engines.

How to use Google Keyword research planner

How to use Google Keyword research planner

 

HACK #3  Steal Keywords from competitors

Just grab one of your competitors URL’s, paste it in Google Keyword Planner and select ‘Entire Site’ from the drop-down menu. If looking for a particular page/blog select ‘This page only’ in options.

You will valuable competitor insight and keyword opportunities with this technique.

If you see a lot of brand-related keywords apply the following:

Filters –> Keyword Text –> type in brand name –> EXCLUDE

 

HACK #4  Find questions people are asking

Questions are a great starting point for understanding consumer mindset and what information they are looking for at the top of the search funnel. Use the below set up to identify potential questions:

Use Filters –> Keyword Text –> CONTAINS –> who, what, why, when, where, how

You can also use the free tool Answer the Public to find questions. There are plenty of free keyword research tools available in the market.

HACK #5  Identify ‘Top of Page’ Bid Keywords

If people are willing to bid high for these keywords it is likely they are seeing a high volume of conversions. Explore this option.

 

HACK #6  Find the geographic breakdown of Keyword Searches

On Google Keyword Planner go to the location filter and type in the target location you wish to evaluate. This insight will tell you where the searches are coming from. If dedicated, you can look yo create content and targeting tailored specific to locations.

Add Keyword to plan –> Go to plan overview –> select all locations –> see the top level of countries

HACK #6  Find the Device breakdown of Keyword Searches

People use different devices to browse content. Each device has a different screen size and the user journey will change greatly depending on the layout of content. Identify the devices people use when searching keywords and deliver content suitable to their devices.

Plan overviw –> Devices –> Impressions

These 6 simple Keyword Research Hacks can work mireacles for your campaigns. Give it a try – experiement – and keep us posted.

 

 

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Best Free Keyword Research Tools to use for PPC in 2020 https://cognition-lab.com/marketing-news/best-free-keyword-research-tools/ https://cognition-lab.com/marketing-news/best-free-keyword-research-tools/#respond Sun, 31 Mar 2019 23:01:18 +0000 http://cognition-lab.com/?p=735 Keyword research can be a difficult – time consuming and expensive process without the correct tools. If you have the money there are very helpful platforms you can subscribe online. If you don’t have the money, well, you’re in luck. Some goo Samaritans have come to your rescue.. What are the Best Free Keyword Research […]

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Keyword research can be a difficult – time consuming and expensive process without the correct tools. If you have the money there are very helpful platforms you can subscribe online. If you don’t have the money, well, you’re in luck. Some goo Samaritans have come to your rescue..

What are the Best Free Keyword Research Tools to use for PPC?

We have listed our Top 10 options as below:Google Trends

1. Google Trends

Google trends is simple to use. Enter your search keyword and see it’s popularity in terms of search volumes over time. You can see monthly and yearly historic data across a very clear graph. This tool is easy to use and can be very insightful.

2. Keyword Shitter

Simple to use tool. Enter a keywords and wait for the tool to generate alot of releavnt keywords. Keyword Shitter works by mining Google’s auto completions.

3. Answer the Public

This tools finds questions and related searches people may be asking for. The search queries are matched with who/what/why/where/how/which/when/are/is and sometimes offers very useful gems for targeting.

4.Google Correlate

Google Correlate finds search patterns related to your target keyword – generating 10 keywords for each search.

5. Keywords Everywhere

This is a free add-on plugin for Google Chrome and Firefox. Keywords everywhere provides search volumes, CPCs and level of competition when typing keywords in major search platforms (Google, YouTunbe, Amazon and so on)

6. Word Tracker Scout

Word Tracker Scout creates keyword clouds for a website’s keyword themes. This is a free plugin to install on Google Chrome

7. Google Search Console

Check what keyword searches are driving traffic to your website via Google Search Console. This is a very insightful set of data for understanding your audience and finding opportunities to build on.

8. Google Search Bar

The easiest and most obvious solution offered by Google. Start typing your keywords in the search engine and discover what search auto suggest search query will come out.

These 8 tools are the best free keyword research tools we have found for running cheap PPC campaigns. Do you agree?

 

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