Do you use Adwords? Here’s an easy, quick tip that has more than one benefit.
When I first started using Adwords I had no idea about the “Search Terms” option under the “Details” button within your ad group’s keywords area.
Here’s a screenshot:
This is a list of all the search queries users have used, that’s triggered your ads to show. Are there good search terms you can add to this campaign’s keyword list?
Not only is this a great insight into what people are searching for, there’s an even more important use for this: It also shows you what keywords you should add to your NEGATIVE keyword list.
You are using negative keywords, right?!
If you see keyword search terms that are resulting in impressions of your ads, but have nothing to do with your product or service, put a stop to this now. It’s probably costing you money! There’s a bit more to negative keywords, and I’ll go into more detail in another post, but for now get started with this here.
I’ve decided to really step up my tracking and testing game with my Sception landing pages. For projects in the past, it’s always been an afterthought, and I wanted to start this off the right way. There are many different ways to A/B test your landing pages. Some free. Some not. I chose a free method. Once Sception creates revenue, I may decide to use one of the great, paid methods, like Optimizely for example, but for now this is how I’m testing my landing pages.
If you look at them all, you’ll notice that they’re all very similar with just a few different things changed on each.
Different headlines. Added an extra email signup form. Changed some of the copy for the designer focused pages.
You don’t want to change a ton of different items on each, because you won’t really be able to tell which of those changes got you better results.
In addition to that, keeping the changes to a minimum makes it super easy for you to quickly create each landing page. You’re not reinventing the wheel each time. You just copy and paste, make the small changes, save, and upload.
After you’ve made your separate pages head over to Google Analytics to set up your goals. At the time of this writing, the “Goals” section is on the bottom left menu bar AFTER clicking on “Conversions”. Set up a new goal if you don’t have one already.
My goal right now is to have interested people sign up for my email list for Sception updates.
What I did was tell Google Analytics to track when a user arrives at my “thank you” page. I use Mailchimp for my email lists, and have it set so that a user is redirected to a custom “thank you” page after entering their email on any Sception landing page. Since I’m not advertising the direct link to that page anywhere, it’s safe to say that anyone who does end up there, did so because they signed up for my email updates. When Google tracks that a visit has been made there, it means that my goal has been met successfully.
Once you have your goals squared away, you can move on to the “Experiments” area of Google Analytics. At the time of this writing “Experiments” can be found AFTER clicking on the link that says, “Behavior”. Click on “create new experiment” and you should be able to figure out how to set it up with their instructions. Basically you name each experiment so that you can better tell them apart from each other. You can choose how much of your traffic is diverted to your variation pages. You specify which page is your original and which is the variation page that users will be diverted to. You pick what goal you want the experiment to achieve. (This is the goal you set in the previous step.) Then they’ll give you some code to place at the head of each ORIGINAL page. And that’s really it! They take care of the rest for you. I think they let each experiment run for up to three weeks. During this time you can monitor which page(s) are giving you the best results.
I ran a few more ads after the ones featured in Facebook Ads Part 1, and I certainly cannot say I’m happy with what’s going on with Facebook advertising right now.
I thought that I had found a good source for low cost photo canvases, and I wanted to see if there would be good demand for a business idea I had for them. After running a survey to professional photographers, I decided to also see if there would be demand for my idea from interior designers and rental home stagers, or at least users who have indicated they have an interest in it. I did this by running Facebook ads targeting those industries in San Francisco and New York City first. Facebook targeting isn’t perfect, but it definitely can be helpful. The ads were directed to go to a landing page I setup for this idea.
I decided to also link my ads to my Preeminent Productions business page in hopes of getting a few page “likes” along the way as well. The one positive that I discovered this time around is that you can use images from Shutterstock in your ads. You can search for images from right inside your ad designer area. Very handy! Each image you choose is a different ad. That way you can track which images help your ads perform better.
In the image above, you can see two of the images that I found with the Shutterstock image search tool. I had about 12 different ads running, all with different images. In less than 24 hours, I was getting ad clicks, and post “likes”, since I was running most of these ads as promoted newsfeed ads as well as the traditional right side, small ads.
Before long, I was getting a very good amount of post “likes” and I was pretty excited until I really started to look at it all a little more closely.
Most of the ads that were “liked”, did get some click-through to the landing page(according to Facebook analytics), but not one of them resulted in an email signup. As always, this doesn’t definitely mean something is wrong with Facebook. It could just be that my landing page sucks, or the idea just isn’t something people really care about.
Just for an example, one of the ads got 14 clicks, which supposedly included 3 website click-throughs:
As you can see, this ad got 11 “likes”, and 3 website visits. According to analytics, I did get the visits, but not even long enough to record a time spent.
Then I started to actually click on the users who were “liking” the ads. They all had similar names, looked alike, and had no activity except for liking pages.
I’m not saying that all the activity I got from the ads were fake, but I do absolutely think that Facebook has a big problem on their hands with bot accounts.
“Same here, when my ex started her blog, we ran a few Facebook ads… She jumped from 45 to 1500 likes in a few weeks, but the traffic on her website didn’t even get a slight bump …… Shouldn’t there be public outcry about this?”
Another reply to the original post was:
“A click is not the same as a page view. I can click an ad and hit back button before the page even loads up.”
That would explain why I’m showing no time spent on the page when looking at my analytics account.
Here’s a post on Hacker News about how sophisticated the bots are becoming.
I’ve been doing web design and development projects for years now, but completely disregarded building “products” out of this work. This can be done in all sorts of different ways. Repurposing/selling unwanted designs or code, “packaging” up commonly requested work requests, or most importantly releasing the knowledge that I’ve learned from each and every project via ebook or videos.
If I had done this all along, I could of been building a valuable email list that could be broadcasted to when I release products in the future. Well I’m obviously looking to change this now. Better late than never! Emails are still very valuable after all these years. Nathan Barry actually just announced a new challenge over on his blog. He’s going to try for 100,000 email subscribers in 30 days. Now I will say that Nathan has a great following already, and will benefit from his current subscribers, but it’s still a big challenge to take on. We’ll have to see how it turns out. I certainly signed up!
My first “product”, if you want to call it that, is a free video series that instructs users how to easily make responsive landing pages with Zurb’s Foundation framework. This may sound odd to you, but I did see a good amount of interest in landing pages on Reddit in the entrepreneur area.They’ll not only make something useful for themselves, but it’s also a good starting point for using Foundation if they haven’t done so yet.
To get the word out about my videos, I’ve started experimenting with Facebook advertising. I had some success with Facebook ads a few years ago with Food Cartopia. I was basically buying likes for the fan page. I was pretty happy with the results. So far I’m not being as successful with my current campaign though. The difference is that before I was really just going for Facebook likes, and now I’m more interested in email subscriptions on the landing page.
So far I’ve tried directing my ads to a few different groups: Fans of Entrepreneur Magazine, entrepreneurship (in general), inventors, small business owners, and fans of Udemy. I’ve gotten at least one click on all ads, but only ONE signup from them! All other signups have come from my Reddit post. So in other words, I’m just throwing money at Facebook and getting nothing for it in return. Not their fault. Mine. I have to figure out what it is that I’ve got to change. I think the main problem is that I’ve started the ads before I have any real meat to the video series. Right now they’re only seeing two intro videos depending on where they land. Nothing that exciting. Still though, I should be able to present something that makes people want to sign up even though the product isn’t fully ready yet. This means that either I didn’t design my landing page right, or this is such a small niche that it’s going to be hard to find the right, interested people.
One thing that I noticed very quickly is that people seem to be very interested in my bare-bones, bright-red “submit” button as an ad graphic.
The other ad that got a good amount of action was the one directed to fans of Udemy, the video learning site. I made this ad for my Preeminent Productions Facebook page so that when someone clicks the ad they are directed to the page, and they could become a fan of it. This worked pretty well in getting new fans of the page, but of course I did not get any email signups this way. I spent about 11 dollars on the this ad, and got 8 new page likes out of it. Around 1.40 a like isn’t too bad I guess.
So it’s back to the drawing board. I’m going to try some of the same ads again, but this time direct them to the first video in the series, instead of the intro video.
I need to think about other interests and fan pages that I can target when setting up the ads. I’m also thinking of setting up a tab on my Facebook fan page that has a video player and sign up form right on it. Facebook wants users to stay on their own site. They will most likely reward us with cheaper clicks for keeping people on Facebook instead of sending them to our landing page. That’s it for now. Hopefully I’ll have better results to share in part 2.