Product Marketing Strategy
Once you know what advertising channels you’re using and who you’re targeting and how, it’s important to optimize your ads and strategy. You will optimize your first campaigns and continue optimizing campaigns as you continue your advertising program.
List the benefits of your product, speak to your customers’ pain points, or state the solution you can provide. Then offer them something or mention the features they’ll be getting.
For Google & Bing ads, use all types of ad extensions to take full advantage of your free virtual real estate; it’s going to improve your ad rank and quality score, which will drive down cost. Most people read the headline only, so put more focus into what you put there.
Know your customer because if they’re enthusiasts or professionals, then you may need to include technical terms that they’re familiar with. Typically, you should expect to have higher-performing ad copies when you mention benefits or payoff first, and then features or offers second. For example, “all-in-one payment processor—get your free quote now.”
SOCIAL media ad content
For Facebook and Instagram, ad copies vary because people are not buying directly on social platforms. You’re going to have to collect data as you spread brand awareness. You need to split test various ad copies and pay very close attention to your demographic metrics to get a better sense of who you’re high-converting audience segment is.
Split test 3-4 ad copies. With a small budget, you’re most likely going to be split testing 2-3 ad copies to collect enough data within 30 days or so. Headers are expected to have the most impact. Split test everything from ad text, phrasing (e.g. fun, catchy, negative first, cute, or emotional), benefits, offers, features, unique proposition, etc. It really depends on who your audience is, and that’s why you need to split test to understand who your high-converting customer is, and what they like to respond to.
Pause your lowest-performing ad copy (do not edit it!), and replace with a fresh one that is modeled after the best-performing ad. Be sure not to edit the ad copy if it’s low-performing because you do not want to convolute the data when you, or especially when someone else, tries to analyze it.
Landing pages should directly refer to a product with a product image. Visitors should not have to look for the product. Remarketing needs to be implemented based on audience behavior that is likely to convert. Social media platforms will most likely be working with a sales funnel since you’re pushing a product on people instead of showing it to them when they’re in-market. On social media, you’ll be giving your audience information over trying to sell something right away. You’ll be revising your demographic targeting over time as you collect data on who is converting. Then you’ll create a lookalike audience to extend your reach to increase ROI.
Provide videos with more detail since consumers and advertising platforms prefer videos. Use lifestyle images with the product on social media platforms or on the landing page. Consider holidays, seasons, events, promos, etc., when creating campaigns.
Google Ads and Bing Optimization
For Google and Bing ads, you can sort ad groups into different phases of a buyer’s funnel, if it makes sense for your business.
Remarketing will be a huge part of the strategy for driving conversions as well. A Display Network campaign is another powerful tool, which will also be involved in your remarketing efforts. You want to build custom audiences for certain behaviors, which would then increase the probability of conversion on the website. For example, one group could be people who viewed a key page, or those who spent X amount of time per session.
Another great tactic is to organize your campaigns by bestselling items vs. lower performers.
Amazon offers product target features as well as category targeting. You can eliminate any demographic factors, and you can focus on keywords and products that people have an intent to buy. Split test different keywords and combinations with brand names. Split test product categories in different campaign types.
You can also view the search term report to find keyword opportunities that all your competitors are not leveraging. Furthermore, do reverse ASIN lookup to find keywords and how they rank.
The main goal is to optimize for ACOS (average cost of sales).
Split Test & Campaign Optimization: Split test campaigns that differ by targeted brand, product, and certain keywords. Eliminate lower-performing campaigns to zoom in on high-converting campaigns while optimizing cost.
Keywords: Update the negative keyword list and utilize proper keyword match types.
Ad Group Optimization: Revise products by removing poor-performing ones to increase sales. Optimize keyword CPC bids.
Social Media Advertising Optimization
For Facebook, Instagram, and LinkedIn, you will need to build custom audiences on each platform and make lookalike audiences based on high-converting custom audiences. Eliminate lower-performing metrics in terms of demographics, location, day, hour, etc., to zoom in on your higher-converting audience group.
For LinkedIn specifically, target audiences at a granular level, such as by industry, job title, company, and more. The type of conversions will depend on the marketing objective. Split test different demographics, geolocations, etc., to zoom in on high-converting traffic.
Optimizing Facebook specifically includes swapping the ad copies, testing the ad copies, and testing the ad sets, as well as creating a custom audience or lookalike audience and continuing to track custom conversions.
Swap Ad Copies: You have already tested what ads perform well on Facebook, so freshen up your next campaign. Swapping out ad copies with fresh ones is favorable to Facebook’s algorithm, which will lower the overall cost of advertising. Use a similar theme because you want similar expected results.
Split Test Ad Copies: Like with Google Ads, the importance of split testing ads should be a natural optimization step.
Split Test Ad Sets: Use different segmented audiences to fine-tune and discover the best segmentation that is going to give the right balance between conversions and cost.
Custom Audience/Lookalike Audience: Keep analyzing and making adjustments as needed to increase the performance of lookalike audience targeting and custom audience retargeting.
Custom Conversions: Keep tracking custom conversions to understand important business KPIs. Eventually, after analyzing the data and making performance adjustments for a few months, switch the campaign objective to optimize for conversions. You need to justify this switch after analyzing and optimizing results (or conversions) and cost.
Allocate your budget so 80% of it is focused on high-conversion groups and 20% is focused on lower-performing or experimental groups. Make budget, bid, and segmentation adjustments as needed to follow the 80/20 rule (80% budget on results and 20% on experimentation).
Pay close attention to website performance because it’s as important as Google Ads performance; website performance can refer to load time speed, bounce rate, time per session, etc. One of the most common mistakes businesses make towards digital marketing is wrongfully blaming poor performance on campaigns and advertising when their website is poorly optimized for conversions. You can bring the highest quality traffic at the lowest cost to the website, but all that doesn’t matter if they cannot convert due to the limitations of the website.
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