Return on ad spend (ROAS) has long been a measure of PPC and paid social campaign efficiency.

While it’s certainly an indication, given that the higher your ratio of ad revenue to cost, the more you’re returning per £1 spent, it’s not truly a measure of actual ‘profitability’.

This is where things can become quite complex, as there’s an interplay between ROAS and ad profitability. However, in isolation, it’s not a measurement of success.

Many SME owners/directors faced with this challenge will turn to benchmarks as a guideline for whether campaigns should be on or off, increased in funding or kept as they are.

Many blogs and articles online cite that a 4:1 ROAS is deemed ‘good’ (returning £4 for every £1 spent on advertising).

The challenge here is that every business will have very different average order values and, most importantly, margins on the product itself. So, while it’s always good to have a starting point, benchmarks don’t consider the nuance your business needs.

Let’s take a look at a simple example:

Business 1 – 4:1 ROAS

Spend – £1000

Revenue – £4000

Margin – 60%

Margin value – £2400

Gross profit – £1400 (Margin value – ad spend)

Business 2 – 4:1 ROAS

Spend – £1000

Revenue – £4000

Margin – 35%

Margin value – £1400

Gross profit – £400 (Margin value – ad spend)

In both instances, we can see there is at least ‘profit’ being returned, with varying product or service margins, with the same ROAS, and very different commercial outputs.

Of course, there are numerous other additional factors to consider: tax, shipping, management fees, un-measured conversions, impact on other marketing channels, etc. 

What’s important is to get at least to a point where you can see if your ads are returning profitably on ad spend and product cost. This will ensure that your activity isn’t wasting spend and costing you money.

Optimising for growth over profitability

I’ve focused on scenarios where current performance isn’t profitable because it’s the most common issue people have. 

There’s also a use for understanding ad profitability for your business on the flip side, where a brand wants to focus on growth while maintaining a minimum viable return.

Most frequently, this is where there’s a recursive revenue element, high CLTV outside of recursive or perhaps VC funding and, therefore, a focus on acquisition for a period over direct return.

Knowing where you are and where your minimum viable return is still helps here. If you’re currently targeting and achieving a ROAS above that point, then you’re potentially restricting your customer acquisition volume and can relax targets.

Impact on campaigns

On a more tactical day-to-day side, campaigns in key ad channels, Google Ads and Meta in particular, need the correct target to be input to work towards giving you the desired output.

You’ll be asked for your target ROAS when you run any campaign that is optimising for conversion value (revenue).

Smart Bidding in Google Ads is very good at optimising for what it’s been asked to do. Over the years, I’ve seen in countless accounts a wrong target being input and the campaign then heading in that direction. While it might not be a desirable outcome for the business, it’s not technically incorrect.

If the target ROAS is too low, the campaign will grab clicks in an attempt to optimise for the maximum volume of sales below your profitable level return. 

Too high of a target ROAS and the campaign will stop entering into auctions, drying up sales and clicks, due to the goal being so unlikely. 

It’s not as simple as just inputting the correct target and then getting results. 

You have to consider what your baseline performance is and then find out where you need to get to (also understanding what’s involved in improving performance along the way to achieve it – no pressure).

In short, if you don’t know what ‘good’ looks like, then you can’t aim for and achieve it. 

How do we calculate what our ROAS should be?

If you’re starting to feel like I’m giving you a headache, then you’re not alone!

As a specialist who’s been working with e-commerce SMEs for the past ten years, this is the number one conversation that comes up and for good reason. 

As we’ve seen, marketing channels and specialists optimise and measure based on ROAS, which they should because they have to. Finance directors and owners want actual business-level profit, which is also correct.

I used to spend hours in spreadsheets for every client. Modelling this out and ensuring that campaigns are commercially underpinned means that you can then focus on hitting the goal and then scaling up spend in a sustainable way.

Thankfully, having locked myself away in a room for a number of days in Q4 2023, I’ve created a free calculator tool that makes this much much simpler.

Our ad profitability calculator asks for five basic pieces of information regarding your ad performance. From that, we can tell you if your current performance is profitable.

We also go further and show you what your break-even point would be in terms of ROAS and where a minimum suggested target should be.

So, in two simple steps and in under two minutes, you’ll see where you are, where the cash burn stops and then where the profit is for your business – cool, huh?

The results are also emailed to you in a PDF so that you can share them with your finance director, marketing team or whoever else for further discussion.

Summary

My hope from this is that we can simplify the complexity and reduce the disconnect currently between marketing metrics and business goals. 

For SMEs, ad spend is usually one of (if not) the highest monthly outgoings, and Google Ads is usually the highest revenue-generating channel. Any efficiency that can be made here should add material value to the business.

How do you get your performance from where you are to where you want to be? Well, that’s a much bigger question for another blog post.

Try our calculator tool for yourself here.

Whether your goal is driving footfall to physical stores or increasing online sales, visibility to the appropriate audience is crucial. This is because digital marketing grants unparalleled reach, connecting your brand with thousands of interested customers.

So here, we’re helping you grasp the power of understanding your audience through PPC Advertising, SEO, Content Marketing, and Social Media – five crucial themes powering success in digital marketing for retail businesses.

Why Is Digital Marketing So Important for Retail?

Digital marketing has disrupted the retail market, as physical stores morph into e-commerce platforms. Serving benefits to small business and larger enterprises alike, digital marketing slingshots retail companies to success. With cost-efficiency, targeted reach, real-time results, and higher conversion rates, digital marketing defines the difference between barely surviving and soaring.

In addition, digital marketing arms you with the ability to build, measure, and refine campaigns, allowing retail businesses to conjure a unique online personality, standing out in the vast digital market.

Getting to Know Your Audience

Understanding customer actions and utilising behaviour marketing is paramount for digital marketing success. Begin by defining a target audience profile, considering factors such as age, gender, geographic location, interests, socio-economic status, and digital behaviour. Next, conduct market research to gather intelligence on the wants and preferences of your target market.

Utilise tools that give you insightful data for audience segmentation and behaviour tracking, allowing you to map out tailored marketing strategies. From here, you can harness granular insights on your audience, which helps mould targeted, high-ROI campaigns.

Pay-Per-Click (PPC) Advertising

PPC advertising is an internet marketing model wherein retailers pay a fee each time visitors click on their ads, driving traffic to their website. This cost-effective method is highly measurable, increasing brand exposure and return on ad spend.

For retail businesses, PPC ads fast-track positive outcomes. Shopping ads displaying product images, titles, prices, and descriptions can convince customers to buy with a single click. Since paid ads appear at the top of search results, PPC can propel e-commerce stores to immediate visibility and attract spontaneous purchases.

Optimising Your Retail Website with SEO

A retail website’s success depends on Search Engine Optimisation (SEO) – the practice of optimising a site to rank higher in search engine results. This increased visibility attracts increased organic traffic to your store, free of charge.

Practical tips for a retail website’s SEO optimisation include focusing on using relevant keywords, creating eye-catching titles, and producing informative meta descriptions. Having a mobile-responsive design, optimising website speed, and generating quality backlinks contribute to a competitive edge.

You must also look into an SEO report, which reveals how visible your retail business is online and is crucial in driving footfall to both your physical and digital storefronts. By studying SEO metrics, you understand consumer behaviour, helping tailor your strategies to meet their needs effectively.

Building Trust with Content Marketing

Building trust among potential customers requires continuous effort. Authentic, valuable content marketing is a well-proven trust catalyst. This is because your brand story shines through a variety of content choices, like blog posts, infographics, videos, and social media updates. Insightful, engaging content endears customers and promotes expertise in your retail niche, which is incredibly important.

Developing content that solves customer problems, inspires, or informs is also crucial. Stay relevant and updated on your industry, tailoring content to trends, product launches, and user-generated content. This versatility cements your position as a knowledgeable, reliable resource for your target market.

Social Media for Retailers

In the consumer-focused retail industry, social media bridges the gap between brands and customers. By creating a dynamic social media presence, your business nurtures lasting relationships, boosts sales, and enhances brand recognition.

So, to optimise social media usage for retail, post regularly with diverse content geared towards your target audience. Social media utilisation also means promptly engaging with customer queries and feedback, harnessing analytics to recalibrate your strategy. Also, encourage user-generated content, such as reviews and images of customers using your products, to boost trust and social proof.

Digital Marketing and Retail Success

Digital marketing is indispensable to retail success. To conquer this realm, retail businesses must understand their audience and use digital tools intelligently. Harness a variety of tools, such as:

• PPC advertising
• Optimise SEO
• Engage in content marketing
• Use social media to your advantage

By using a solid digital marketing strategy utilising each of these tools, you are sure to be successful in your retail endeavours. However, it’s important to note that consistency, tracking, and strategic alterations are key. Success cannot be achieved overnight, so it’s important to monitor your progress and make changes to your strategy when needed.

For more insightful tips, please head over to our blog or get in touch to speak to our team if you have any questions.

It’s the perfect addition for Clicktech, as we continue our mission to make digital marketing accessible and more cost-effective for all businesses, regardless of size.

By adding genuinely useful, cost and time-saving tools such as EDEE,  we hope to create a meaningful economic impact by helping millions of businesses to succeed online.

So why is EDEE such an exciting addition for us (and you)?

Simply because it solves a potentially costly PPC budgeting problem faced by many digital marketers. Specifically, mistakes and oversights with your budgeting that can easily result in an overspend nightmare. 

EDEE solves this by automating your budget pacing reporting, helping you avoid underspends and overspends by pausing your campaigns for you (or reducing your daily spends) once your budget is hit.

It’s also packed with other features, including custom budget cycles, rollover tracking, and performance targets.

EDEE has been designed to ensure your complete PPC budgeting peace of mind 24/7, regardless of how big your spend becomes.

• Save hours every week so your team can focus on optimisations.
• Reduce manual errors by automating budget pacing and flagging any issues.
• Avoid overspending on client budgets (i.e. avoid a difficult conversation, financial loss by having to cover overspend from agency fees etc.) 
• Avoid underspending which leaves leads and/or sales on the table for your clients.

The long list of valuable features includes:

• Connects with Google Ads, Microsoft Ads and Facebook Ads
• Avoid under and overspends with automated budget pacing reporting
• Create custom budget cycles
• Automatically pause campaigns or reduce their spend if budgets are hit
• Keep track of your KPIs
• Set conversions, CPA and/or ROAS targets for your budgets
• Create multiple budgets for each advertising account

And much, much more. 

We’re also proud to say that EDEE is already gathering positive feedback and reviews. Here’s what a happy PPC Specialist had to say about its time-saving, stress-relieving features:

“EDEE is by far the best tool I’ve used for budget management. Checking budget pacing is extremely quick and easy, and I love the features to avoid overspend (reducing spend or pausing campaigns when we are reaching the budget limits). Checking budgets for all my accounts and campaigns now takes maybe 5 minutes (no more creating complex dashboards or hopping from platform to platform), the stress about potentially missing something budget-wise is pretty much gone, and knowing that there’s an automated system to hit pause, if needed, in case we reach the budgets early, allows me to sleep better at night.” 

Taru K. PPC Specialist
To celebrate EDEE joining the ClickTech brand we are offering a 30-day free trial (No card information needed). Try it for yourself today to see how EDEE can become your powerful PPC safety net.

Book your live demo here.

Whilst there is opportunity, Facebook ads and paid social can generally be more challenging to crack. 

Without the huge budgets and brand familiarity of the big guys, it can feel like a bit of a lost cause at times. 

It is possible to get real results, though, and even with a limited budget, drive commercial value without breaking the bank. 

The challenges 

There are three common challenges that SMBs run up against: 

● Limited budgets/shorter duration campaigns 

● Increased competition/higher CPCs 

● Finding audiences that are ready to buy 

Each of these limits performance as the amount of positive feedback (conversion data) coming back into the algorithm is reduced. 

You don’t need to become a data scientist to understand how machine learning drives performance in ad campaigns. 

All you need to know is that the conversion data is feedback that’s essential for the campaign to find more users who are likely to become customers for you. 

It will take the contextual pattern of data around a user who made a purchase and then find it elsewhere around other users on the channel. 

This means that the more sales that occur from the campaign, the better predictions can be made about entering other auctions and as a result, further sales occur. 

The challenges are overcome far easier with larger budgets or being a household name brand. Sales occur at volume, quickly in those instances, and the campaign is then able to exit the learning phase, finding those likely to be in-market for the products being advertised, even in a very broad audience. 

Getting to this place actually supports cost efficiency in terms of getting a higher ROAS or lower cost-per-acquisition.

Targeting broader audiences allows you to go into less competitive auctions with lower CPCs, all the while with that very well-defined predictive model that the user is likely to be in-market for what you sell—not so broad in reality! 

What we need to do 

Limited budgets/shorter duration campaigns 

Optimising for sales makes sense on the face of it—it’s what you want. However, it’s one of the common configurations that blocks smaller brands from seeing sales or sales at target cost in Facebook ads. 

To support campaigns with a limited budget or those that only run across a short time period (such as 3-5 days for Black Friday weekend), it’s advisable to change the conversion action that your campaign is optimising for. 

You should still utilise the conversion objective, as others, such as traffic or brand awareness, aren’t looking to drive commercial outputs—even if the audience itself has buying propensity. 

A traffic campaign, for example, is looking for those in your target audience who are most likely to click, not those who are most likely to click and then also become a customer. 

Optimising for an event earlier in the conversion journey, such as add to cart rather than purchase, enables the campaign to get feedback from those who have taken more steps towards providing a valuable action to your business without limiting the number of signals that the campaign receives back as positive feedback. 

You can still measure success based on sales, revenue and ROAS by customising your reporting table. 

If there are not enough add-to-cart events to exit the learning phase (typically 50 are needed across a 7 day period), it could be an indication that your budget isn’t high enough to generate enough clicks to allow a statistically significant amount of add to carts to occur or that there are fundamental issues with your proposition. 

If this is the case, you may want to reconsider using paid social at this moment in time. 

If this was a campaign that was going to become ‘always-on’ rather than just a seasonal push, you would look to move the conversion event back to purchase once enough sales were being driven consistently. 

Budgets themselves are a tricky one; you need to spend enough for there to be a chance for sales to occur, and above that, it should be based on performance and results. If the campaign is converting at a profitable ROAS, then the budget shouldn’t be restricted. 

The more likely factor for a smaller business to consider is the minimum likely to be enough to see meaningful data.

If your average CPC is £0.90, your daily budget is £20, and your conversion rate is 4%, statistically speaking, it’s correct that you shouldn’t see a sale (22 clicks/4% = 0.88). 

Of course, this is far too black and white from a numbers-only perspective. 

Perfection is very often the enemy of good. Getting the campaign on and seeing what happens can be a much faster, more effective way to learn. 

That being said, I find it helpful to frame expectations in this way. It’s not ‘wrong’ if the campaign didn’t drive a sale under those conditions; it would be more surprising if it did (statistically speaking). 

Machine learning is extremely competent at providing the desired outputs we need in both PPC and paid social. When the output isn’t there, looking at the conditions we’re asking it to perform under is where we will find scale and profitability as business owners and advertisers. 

Increased competition/higher CPCs 

Social channels get very noisy during this time, not just with ads but also with organic content. 

Standing out is all about being clear and concise with your offer and messaging. 

You’re not just competing with your competitors but also every other business vying for users’ attention. 

Keep your offer as simple as possible with clear information on how to redeem. If it’s a discount, is there a code, and if so, how do they get it? 

Introducing any additional points of friction or uncertainties will lower the efficacy of the campaign and uptake of the offer more broadly. 

Think about the questions that would arise in your head if you saw the ad yourself and hadn’t previously engaged with the business. 

Good creativity hooks engagement because it appeals to our system 1, the fast emotional response system. 

Copy needs to address the pragmatic, analytical system 2, our thinking, reasoning system. This is the internal questioning that comes afterwards; 

“If I order it, how long will it take?” 

“What if it’s the wrong colour? Can I send it back?” 

“Does it come with a warranty?” 

“How do I get the 10% off they’ve mentioned?”

To support being prioritised in the auction, it’s worth making sure the website is in order. 

Website experience is a factor that is considered in terms of who can show in the most competitive placement and how much you pay. 

You can’t optimise the click costs down below the baseline of the auction, but you can pay less than a competitor by providing a good user experience. 

Review your website’s key pages, landing page, product page, add to cart and checkout on a mobile device as if you were a user. 

Often, pop-ups, misplaced banners, simple tweaks to layout or improving header messaging can remove uncertainty and confusion when someone comes through via an ad. 

You’ve done all this hard work to get your campaign in front of the right potential customer; don’t lose it now they’re on the website. 

Improving here has a compound effect on campaign performance. It both increases your sales volume and lowers your acquisition costs at the same time. 

Finding audiences that are ready to buy 

Paid social audiences are typically more those who are “interested” in a given criteria rather than actively looking for the product or service. 

This is a key point of difference between search and social advertising. 

Someone actively searching for “xyz product” in Google can be deemed in-market, and, as such, there typically is a higher efficacy when they’re then shown a search or shopping ad for the product. 

We can get around this by the guidance put into the first recommendation. Once conversion data is coming in, the audience goes from; 

Interested in home furniture 

To 

Interested in home furniture + has exhibited a vast number of data signals similar to those who have bought from us previously 

We can support getting this to where it needs to be by the way we set up our campaigns and blend our audiences. 

Creating one campaign, enabling budget optimisation at the campaign level and then having multiple ad sets for different audiences will allow us to help teach the algorithm faster. This

happens through conversion data coming into the campaign quickly via remarketing, this is then available to the other broader ad sets to use to further guide targeting. 

This way, the campaign can choose to spend where it’s most likely to deliver the commercial results you’re asking it for. 

It avoids over-segmentation, which further spreads lower budgets too thin and reduces management time—great as an SMB. 

My suggested structure is: 

Ad set 1 – Purchase lookalike 

Ad set 2 – Relevant interest audiences 

Ad set 3 – Remarketing (add to cart or product page view) 

What you will typically see is that initially, the remarketing ad set will be prioritised with budget as they are users who have already visited the website, so are more likely to buy. 

There’s a natural ceiling to this ad set, though, as it’s constrained by website visits. 

As the conversion data comes in, the other more broad audiences will start to be prioritised as they’re scalable and are likely to be lower cost. 

If this was an always-on campaign, you would also want a very broad ad set, so no audience targeting added, the same situation occurs. 

Having remarketing in the same campaign enables the fast data to teach the campaign and then unlock new user acquisition, which is far more important to the business (obviously with returning users excluded from new user audiences to avoid overlap. 

You don’t want to rely on this, though, as remarketing generally reports inflated performance due to many users being likely to have come back and converted anyway. 

This approach is very much how a Performance Max campaign works in Google Ads with audience signals. We’re giving guidance and supporting the algorithm in learning with data. 

Having the audiences separated means that you can still tailor your copy. 

What you say to the new user who hasn’t visited the website and what you say to the user who has visited but chose not to purchase should be different, right? 

Summary 

Addressing these three areas of Facebook ads should allow your SMB to get better performance this peak period! 

I would implement the audience structure from the get-go.

You can always start by optimising for purchase and then change to add to cart if you see that you’re not exiting the learning phase once the campaign is on. 

The basics can’t be underestimated. 

Go through the website on your mobile device with your key stakeholders, and get others who aren’t close to the business to do so also. 

There is nothing more valuable than seeing how real people interact with your store, learn where they drop out and fix the issues. 

Uncover the questions and hesitations users have and make that front and centre in your messaging. 

Improving the post-click experience will increase the conversion rate, which lifts sales volume and improves profitability in campaigns. It also makes other marketing channels’ performance increase, so is a real 80/20 if you’re limited on time. 

If search and shopping are working for you and you can increase spend, I would recommend doing that first, as capturing in-market users will always be more effective in driving a profitable return. 

This is a guest blog written by Byron Marr, Founder of ProfitSpring. To hear more about their PPC and paid social services, get in touch.

Paid search is often a key revenue-driven channel, given the high levels of intent shown by customers, and the highly-accountable costs, so it’s no surprise that many brands rely on their Search campaigns to boost end-of-year sales. 

With rising query volumes (27% query volume increase YoY during June, with similar expected in Q4), and low CPC forecasts for this year, Microsoft Ads offers a fantastic incremental opportunity for brands looking to scale their activity. 

We might not have Christmas trees up quite yet, but the key to success is early preparation. We’ve compiled a monthly Microsoft roadmap for Q4 to get you on the right track for festive success, and making the most of the gifting season. 

Firstly: Nail the Basics. 

Here, we’re talking about the features that are needed for data, insights, and foundational success. 

• Make sure your UET is implemented and configured to record conversions, and collect remarketing audiences
• Apply pre- built and remarketing audience segments to campaigns as ‘Bid-Only’ to identify high-performing audiences
• Prepare your Shopping feeds through the Bing Merchant Centre, or import from Google. 

September and October are all about testing and getting ahead. Figure out what works and what needs tweaking ahead of higher search demand, and ensure your campaigns have solid foundations for the coming months. 

Testing:

• Make the most of available formats; the use of Dynamic Search Ads indicates higher conversion rates, whilst advertisers with higher Shopping spends enjoy higher traffic volumes and conversion performance. 
• Test Shopping campaign structures based on audience, query, product category or profitability for hands-on management
• Test Smart Shopping for a time-saving approach for multiple SKUs
• Build and test a through-the-funnel approach with Microsoft’s Audience Network; customers who see both search and Audience Network ads are 8.1x more likely to convert!
• Implement Dynamic Remarketing for a up to a 37% lower CPA, and 147% higher conversion rate
• Remember to join the Microsoft Ads Performance Max beta! 

Get ahead: 

• Use the Microsoft Audience Network to lay upper-funnel foundations, and grow remarketing lists
• Ensure goals and parameters are prepared for bid strategies to work at their best
• Update seasonal messaging to promote product benefits, delivery & returns, and offers

November and December have the highest volumes, so for the end of the year the focus should be on ensuring coverage across this higher level of opportunity. 

• Use Shared Budgets to allow higher-volume campaigns to serve for longer rather than being hindered by campaign budgets
• Promote ‘buy now, pay later’ options to support cash-conscious consumers during this expensive season
• Ensure gift cards are included within your shopping feed for those gifters who have left things a little late!
• Don’t forget holiday travel; expect uplifts for queries regarding hosting, party decor and supplies, as well as home security. 

And there you have it – a roadmap for seasonal success on Microsoft Ads. If you’d like to receive our full Q4 Retail Readiness guide, please email us at hello@adzooma.com, and one of our elves will get back to you. 

Understanding Facebook’s User Demographics

“Who is using Facebook today?” – a pertinent question often pops up. Facebook’s user base spans a broad spectrum, with billions logging in monthly. While teenagers may have moved on to newer platforms, the 25-54 age group remains highly active. Delving into this age bracket, businesses can create a more targeted and personalised marketing strategy, ensuring they connect with the right audience.

Setting Up Your Facebook Business Page

“Is setting up a Facebook business page complicated?” The answer is no. But, doing it right? That requires a touch more finesse. A well-optimised page succinctly communicates your brand’s vision, purpose, and offerings. Ensure you have a captivating cover photo, an informative bio, and essential details like contact information. Regularly updating with industry-related news will keep your audience informed and position your brand as an industry leader.

Creating Engaging Content: Do’s and Don’ts

Content remains the king, even in the digital age. But, “What makes Facebook content engaging?”

Do’s:

• Keep it Relevant: The content should resonate with your audience’s interests and needs.
• Use Visuals: Compelling images or videos can boost engagement rates.
• Interact: Responding to comments fosters a sense of community.

Don’ts:

• Over-promote: Your audience will quickly lose interest if every post is a sales pitch.
• Ignore Feedback: Constructive criticisms can be invaluable.
• Post Inconsistently: A consistent posting schedule keeps your brand top-of-mind.

Facebook Advertising: Maximising Your Reach

With dwindling organic reach, “How can businesses maximise visibility on Facebook?” Advertising. Facebook’s sophisticated ad targeting allows brands to pinpoint their exact demographic based on location, interests, or behaviour. Investing in paid promotions can exponentially increase visibility, driving conversions and bolstering brand recognition.

Staying Updated: Adapting to Facebook’s Ever-Changing Algorithms

Facebook’s algorithmic changes are as inevitable as the British rain. “How can businesses keep up?” Continuous learning is the key. Subscribe to industry newsletters, join digital marketing forums, and regularly check Facebook’s official updates. Being ahead of the curve ensures that your brand’s visibility stays strong with every new algorithm shift.

Key Features of Facebook Reels:

Duration of up to 60 seconds: One of the distinguishing features of Facebook Reels is its allowance for videos of up to 60 seconds. This offers ample time to convey a concise yet compelling message, making it ideal for brands and creators to weave a short and captivating story.

Custom music and soundtracks: Music can evoke emotions and set the tone for your content. With Facebook Reels, users can access a vast library of songs and soundtracks, adding a layer of emotion or energy to their content, making it more engaging and relatable.

In-built AR effects and editing tools: The AR effects, ranging from fun filters to interactive elements, allow creators to elevate the visual appeal of their Reels. Additionally, the platform’s in-built editing tools ensure that even those without advanced video editing skills can craft polished and professional-looking videos.

Option to share on personal feeds or Reels gallery: This feature enhances content distribution flexibility. Whether you aim to share with your followers via individual feeds or want a broader reach in the dedicated Reels gallery, the choice is yours, ensuring your content gets the correct exposure.

Creating Captivating Facebook Reels: Tips and Tricks for Engaging Short Videos

To make the most out of the features mentioned above, here are some tips:

• Story Over Length: While you have up to 60 seconds, focus on the story’s quality over its duration. Sometimes, a powerful 20-second Reel can be more impactful than a full-length one.
• Harmonise Music with Content: Don’t just add music for the sake of it. Ensure it complements your video’s theme and emotion.
• Experiment with AR Effects: While AR effects can be enticing, using them judiciously is essential. Overdoing effects can overshadow your content’s core message.
• Diversify Your Sharing Strategy: Utilise personal feeds and the Reels gallery to understand where your content gains maximum traction. Analyse and adapt accordingly.
• Engage and Interact: Encourage comments, respond to feedback, and continuously iterate based on audience reactions to refine your Reel-making skills.

The Facebook Reels algorithm is an intricate entity. Much like other content on Facebook, a Reel’s visibility hinges on multiple determinants, including user engagement, content relevance, and the rate at which a video is viewed to completion. Grasping these elements can be instrumental in moulding content that resonates with the platform’s inclinations, thus boosting its reach.

Visual Storytelling with Facebook Reels: Crafting Compelling Narratives in a Short Format

Visual storytelling on Reels is about more than just aesthetic appeal. It’s about weaving stories that captivate. This involves strategic use of text overlays, adept clip sequencing, and harnessing emotive soundtracks to bind everything together.

Tips for Enhanced Engagement:

• Engage with your audience by responding to comments
• Collaborate with other creators or influencers
• Regularly post content to maintain visibility
• Showcasing Your Brand Through Facebook Reels: Building Identity and Connection

Facebook Reels presents a unique opportunity for brands to showcase their identity. Through clever, concise narratives, brands can offer glimpses into their ethos, products, or behind-the-scenes actions, establishing a deeper connection with their audience.

The Art of Trend Jacking: Incorporating Viral Trends into Your Facebook Reels

Trendjacking is the art of harnessing the momentum of current viral trends to enhance the visibility and appeal of your content. It involves staying constantly updated, attuning to digital buzz, and promptly weaving these trends into your Reels. By adeptly riding the wave of popular culture and zeitgeist moments, you stand a better chance to resonate with audiences,  significantly broadening your reach.

Metrics to monitor:

• Views and reach of the Reel
• Engagement metrics: likes, shares, comments
• Average watch time
• Cross-Promotion Power: Leveraging Reels to Drive Traffic to Other Facebook Content

Cross-promotion is a strategic move in the world of Facebook Reels. By directing viewers from a Reel to other Facebook content, such as posts or long-form videos, creators can enhance overall engagement and page activity.

Collaborative Reel Projects: Partnering with Influencers and Businesses for Impact

One of the strategic ways to amplify the potential of Facebook Reels is through collaborations. Here’s how partnering can enhance your Reels:

Access to a broader audience base: Teaming up with influencers or businesses, especially those with a substantial following, can introduce your content to a vast and diverse group of potential consumers or followers. This merger of audiences can result in an exponential increase in visibility and engagement.

Shared creativity and fresh content ideas: Collaboration inherently brings together diverse thought processes and creative perspectives. By pooling resources and ideas, creators can innovate and design new, unique, and engaging Reels that might be challenging to achieve individually.

Increased credibility through association: Associating with well-regarded influencers or reputable businesses can bestow a certain level of trustworthiness and authenticity upon your content. Such collaborations can bolster your brand image, making viewers more likely to engage and take desired actions.

When approached strategically, Facebook Reels can transcend being just another digital platform. By profoundly understanding its functionalities, leveraging collaborations, and crafting captivating content, creators and brands have the potential to narrate powerful stories, captivate a global audience, and leave an indelible mark in the digital content sphere.

This blog delves into the intricacies of viral marketing campaigns and provides you with actionable tips on how to go viral.

Understanding Viral Marketing Campaigns

What is Viral Marketing?

Viral marketing is a marketing strategy that relies on creating and distributing content that spreads rapidly and widely among the target audience. The term “viral” comes from the way these campaigns replicate and spread, much like a virus. When done right, viral marketing can generate massive exposure, drive significant traffic, and boost brand awareness.

Viral marketing campaigns can take various forms, including videos, images, articles, memes, and even challenges. The common thread is that content evokes strong emotions, is highly shareable, and encourages people to pass it along to their friends, family, and followers.

The Power of Viral Marketing

Before we dive into the nitty-gritty of creating a viral campaign, let’s explore why viral marketing is so potent.

• Exponential Reach: Viral content can reach a massive audience within a short period. Each person who shares your content has the potential to expose it to their followers, leading to exponential growth.
• Cost-Efficient: Compared to traditional advertising methods, viral marketing can be incredibly cost-efficient. You don’t need a huge budget to create content that resonates with your audience.
• Engagement: Viral content is typically highly engaging, as it taps into people’s emotions or provides valuable information. This engagement can lead to increased brand loyalty and conversions.
• Brand Awareness: Going viral can catapult your brand into the public eye, making it memorable and recognisable. This heightened awareness can lead to long-term benefits.

How to Create a Viral Marketing Campaign

Now that you understand the power of viral marketing campaigns, let’s explore the steps to create one successfully.

1. Know Your Audience

The foundation of any successful viral campaign is a deep understanding of your target audience. You need to know their preferences, interests, pain points, and sense of humour. Conduct thorough research, create buyer personas, and gather data to inform your content creation.

2. Create Exceptional Content

The heart of any viral campaign is exceptional content that resonates with your audience. Your content should be:

• Unique: Create something that no one has done before or present a fresh perspective.
• Emotional: Stir emotions like laughter, surprise, awe, or inspiration.
• Shareable: Design content that’s easy to share on various platforms.
• Relatable: Ensure your content connects with the experiences and values of your audience.

Remember, not all viral content is funny. It can be heartwarming, informative, or even controversial, depending on your brand and target audience.

3. Utilise Visuals

Visual content, such as images and videos, tends to perform exceptionally well in viral campaigns. People are more likely to engage with and share visual content. Make sure your visuals are high-quality and relevant to your message.

4. Leverage Social Media Channels

Social media platforms are a breeding ground for viral marketing campaigns. Identify the platforms where your audience is most active and tailor your content accordingly. Encourage social sharing by including easy-to-use share buttons on your website and within your content.

5. Craft a Catchy Headline

Your content’s headline or caption plays a crucial role in grabbing the audience’s attention. It should be concise, intriguing, and create curiosity. A compelling headline can make the difference between someone scrolling past your content and clicking to learn more.

6. Harness the Power of Influencers

Collaborating with influencers who align with your brand can supercharge your viral campaign, reaching millions of people. Influencers already have engaged followers who trust their recommendations. Therefore, when an influencer shares your content, it can significantly increase its reach and credibility.

7. Timing is Key

The timing of your campaign can influence its virality. Be aware of current events, trends, and cultural moments that you can leverage. Creating content that ties into what’s happening in the world can make it more relatable and shareable.

8. Engage with Your Audience

Once your campaign starts gaining traction, actively engage with your audience. Respond to comments, answer questions, and encourage discussions. This engagement not only enhances the virality of your content but also fosters a sense of community around your brand.

9. Monitor and Optimise

Keep a close eye on the performance of your campaign. Track key metrics such as shares, likes, comments, and website traffic. Use analytics tools to gain insights into what’s working and what isn’t. Adjust your strategy based on the data to maximise the campaign’s impact.

10. Don’t Force It

Lastly, remember that not every campaign will go viral, and that’s okay. Trying too hard to force virality can backfire. Focus on creating authentic, valuable content that genuinely resonates with your audience. Virality should be a byproduct of your efforts, not the sole objective.

Case Studies of Viral Marketing Success

Let’s take a look at a few examples of viral marketing campaigns that hit the mark:

1. ALS Ice Bucket Challenge

The global Ice Bucket Challenge was a viral sensation in 2014, raising awareness and funds for ALS research. It involved participants pouring buckets of ice water over their heads and challenging others to do the same. The simplicity of the challenge, combined with the social pressure to participate, made it go viral. We even saw countless celebrities taking part, from Justin Bieber to Oprah Winfrey. 

2. Old Spice’s “The Man Your Man Could Smell Like”

Old Spice’s “The Man Your Man Could Smell” campaign became an internet sensation, instantly captivating millions of views on YouTube. It featured the charismatic Isaiah Mustafa, delivering humorous, memorable one-liners that left audiences in stitches. Ultimately, the tongue-in-cheek tone of the campaign made it stand out in a sea of mundane advertisements.

3. Dove’s “Real Beauty Sketches”

Dove’s “Real Beauty Sketches” campaign made a powerful statement on societal perceptions of beauty. The campaign featured an FBI-trained forensic artist who sketched women’s portraits based on their own self-descriptions. Then, the artist did the same again but based on descriptions provided by strangers who had met them briefly. The result showed a stark contrast between the two sketches, with the self-described versions often being more critical and unflattering.

The campaign struck a chord when the women saw the two sketches side by side, realising they were far more beautiful in the eyes of others than they perceived themselves. The emotional video became one of the most-watched online ads, sparking conversations about body image and self-worth.

Key Takeaways

Creating a successful viral marketing campaign requires a deep understanding of your audience, exceptional content, and strategic execution. While there’s no guaranteed formula for going viral, the steps outlined in this guide can significantly increase your chances of success. Remember that authenticity and emotional resonance are at the core of most viral campaigns. Stay true to your brand and audience, and you may just find yourself at the centre of the next big viral sensation.

Fortunately, there are strategies and techniques you can implement to recover these lost sales and boost your e-commerce revenue. In this blog post, we’ll explore 8 effective ways to turn abandoned carts into sales.

First Things First, Understand the Reasons Behind Abandonment

Before diving into strategies to combat shopping cart abandonment, it’s essential to understand why it happens. There are various reasons why potential customers leave their carts without completing the purchase, including:

• Unexpected Costs: High shipping costs, taxes, or hidden charges can deter shoppers from finalising their orders.
• Complex Checkout Process: Lengthy and complicated checkout forms can frustrate customers, leading them to abandon their carts.
• Lack of Trust: Concerns about the security of their personal information or payment details can lead to cart abandonment.
• Comparison Shopping: Some shoppers add items to their cart to compare prices or explore similar products on other websites.
• Technical Issues: Technical glitches or errors during the checkout process can be a major turn-off.

To combat shopping cart abandonment effectively, you must address these underlying issues.

8 Tips to Turn Abandoned Carts Into Sales

1. Implement Transparent Pricing

One of the most common reasons for cart abandonment is unexpected costs. To reduce this issue, be upfront about your pricing and fees from the start. Display shipping costs, taxes, and any additional charges clearly on your product pages or in the online shopping cart. 

You can even consider offering free shipping or promotional discounts on shipping for orders over a certain amount. When customers know exactly what to expect, they are more likely to complete their purchases.

2. Simplify the Checkout Process

A complex and time-consuming checkout process can frustrate customers and cause them to abandon their carts. To streamline the process:

• Reduce Form Fields: Minimise the number of required fields in your checkout forms. Ask for essential information only, such as shipping address, billing address, and payment details.
• Offer a Guest Checkout Option: A guest checkout option that allows customers to complete their purchase without creating an account. You can always encourage account creation after the sale.
• Add Progress Indicators: Use progress bars to show customers how far they are in the checkout process. This provides a sense of control and reduces anxiety.
• Optimise the Checkout for Mobile: Ensure that your checkout process is mobile-friendly, as many shoppers use smartphones to make online purchases.

3. Build Trust and Credibility

Building trust is crucial to reduce shopping cart abandonment. Shoppers need to feel confident that their personal information and payment details are secure. Here’s how you can establish trust:

• Secure Payment Methods: Offer secure payment options, such as PayPal or credit card processing through reputable providers. Display trust badges and security icons prominently during the checkout process.
• Transparent Return Policy: Make your return and refund policy easily accessible and transparent. A hassle-free return policy can reassure hesitant shoppers.
• Customer Reviews and Ratings: Display customer reviews and ratings for your products. Positive feedback from previous buyers can build confidence in your brand.

Discover how to leverage social proof to build brand trust and credibility.

4. Implement Cart Abandonment Email Campaigns

One of the most effective ways to recover abandoned carts is through email marketing. Set up automated email campaigns that target customers who have left items in their carts. Here’s a sequence you can follow:

• Reminder Email: Send a friendly reminder email within 24 hours of the customer abandoning their cart. Include images of the abandoned products, their prices, and a direct link to the cart. Doing so will make it easy for customers to complete their purchase.
• Offer Incentives: In subsequent emails, consider offering incentives like discounts or free shipping. Incentives will encourage customers to return and entice them to purchase the items in their cart.
• Personalisation: Personalise your emails by addressing the customer by name and reminding them of the items they left behind. Use dynamic content to display the specific products in the cart.
• Limited-Time Offers: Create a sense of urgency by adding a countdown timer or state that the items in the cart are only reserved for a limited time.

5. Optimise Website Speed and Performance

Technical issues and slow-loading pages are major culprits behind a high shopping cart abandonment rate. Make sure your ecommerce site is optimised for speed and performance:

• Mobile Optimisation: Test your website’s performance on various devices and browsers to ensure it loads quickly and displays correctly.
• Page Load Times: Optimise images and code to reduce page load times. Use content delivery networks (CDNs) to distribute content efficiently.
• Error Handling: Implement error monitoring and handling mechanisms to address technical glitches promptly.

Find out how to optimise for site speed and why it’s important.

6. Offer a Hassle-Free Return Policy

A lenient and customer-friendly return policy can alleviate concerns about making a purchase. Make sure your return policy is easily accessible on your website and clearly explains the return process, including any associated costs. Consider offering a no-questions-asked return policy within a reasonable timeframe to instil confidence in your customers.

7. Use Remarketing and Retargeting Ads

Harness the power of online advertising to retarget visitors who have abandoned their carts. Platforms like Google Ads and Facebook allow you to create custom audiences based on user behaviour. Craft compelling ad campaigns that remind potential customers of the items they left behind and entice them to revisit your website.

Read our comprehensive guide to PPC remarketing or discover how to win conversions with Google Ads remarketing. 

8. Personalise the Shopping Experience

Personalisation can significantly impact the shopping experience for users. Use data such as browsing history, past purchases, and demographic information to personalise product recommendations and marketing messages. When customers feel that your website understands their preferences, they are more likely to complete their purchases.

9. Provide Excellent Customer Support

Offering excellent customer support can help address customer concerns in real-time and potentially prevent cart abandonment. Here are some strategies:

• Live Chat: Implement a live chat feature that allows customers to ask questions or seek assistance during the shopping process.
• Customer Service Contact Information: Clearly display your customer service contact information, including phone numbers and email addresses. This will enable customers can easily reach out for help whenever they need it.
• Frequently Asked Questions (FAQs): Create a comprehensive FAQ section that addresses common customer queries and concerns.

Overall, reducing shopping cart abandonment requires a multifaceted approach that addresses everything from pricing transparency to email marketing. By implementing the strategies above, you can recover lost sales, improve the overall e-commerce experience, and increase your conversion rate. Remember that continually monitoring and refining your strategies is key to long-term success in combating cart abandonment and boosting sales.

To understand domain authority thoroughly, let’s first look into why it’s such a critical factor in improving your website’s success. Domain authority is a metric that predicts how likely your website is to rank higher on search engine result pages (SERPs). It analyses various factors, such as the quality of your content, backlinks, user experience, and other technical aspects. The higher your domain authority, the more likely your website appears on top of search engine result pages, increasing your visibility and attracting more organic traffic.

That being said, let’s explore some tips and strategies to help you improve your domain authority successfully.

1. Optimise On-Page Content

Optimising your on-page content is an essential factor in improving your website’s domain authority. Key areas to focus on include:

• Optimising titles and descriptions to showcase your content and accurately describe what you offer.
• Using subheadings correctly guides users through your content and increases your website’s readability. 
• Having a clear and concise URL structure helps users and search engines understand the purpose of your web pages.
• Avoiding keyword stuffing as it negatively impacts your domain authority and harms your website’s rankings.
• Including internal links helps to establish a solid website structure and distribute link equity across your pages. 
• Optimising images using alt tags and relevant keywords is also essential in improving accessibility and enhancing on-page optimisation.
• Quality content throughout your website solves users’ problems, answers their questions, and addresses their needs. 

2. Improve Your Site Structure

A well-organised and user-friendly site structure plays a vital role in improving your website’s domain authority. Here are some strategies to improve your site structure:

• Ensure your website has a clear, intuitive navigation menu for users to find what they’re looking for.
• Create a logical hierarchy making important pages more accessible and easily reachable from the homepage.
• Use breadcrumb navigation to help users understand the website hierarchy and path.
• Implement a sitemap to ensure all pages are indexed and easily discoverable by search engines.
• Improving your site structure provides users seamless experience and demonstrates to search engines that your website is well-organised and valuable to users.

In addition to the above, regularly auditing your website structure based on user behaviour and analytics data is also a great way to improve your site structure. At Adzooma, we offer a Visibility Web Score Report that analyses a website’s speed, usability, and technical performance to provide an overall score and identify areas for improvement. 

3. Gain Good Backlinks and Remove Bad Links

Securing quality backlinks is the most important aspect of increasing your domain authority. Strategies to build good backlinks include:

• Focusing on creating shareable content that naturally attracts backlinks
• Conducting competitor research
• Participating in industry forums and communities
• Monitoring your backlink profile regularly.

However, removing toxic or low-quality links that harm your domain authority is also essential in building your domain authority successfully.

4. Improve Your Page’s Loading Speed

Website speed is critical for user experience and search engine rankings. To improve this, we recommend optimising image sizes, minimising CSS, JavaScript, and HTML files, browser caching, and choosing a reliable hosting provider. After this, you should test your website’s performance using available tools such as Google PageSpeed Insights, and GTmetrix, and make necessary optimisations to ensure your website loads quickly for a better user experience.

5. Ensure the Site is Mobile-Friendly

With mobile devices dominating internet use, having a mobile-friendly website is critical for your online business’s success. Implementing a responsive design, optimising your website for touch gestures, testing your website across various mobile devices, and making sure your content and visuals are accessible and legible are the best strategies to achieve a mobile-friendly website.

We offer a Customer Journey Device Report that tracks the performance of your campaigns across different devices, highlighting strengths and weaknesses. With actionable insights, businesses can optimise campaigns for better returns, for real-time improvements.

At Adzooma, our blog is dedicated to providing effective solutions to improve your online business’s success. However, if you have any questions about what you can do to increase domain authority, please don’t hesitate to get in touch, and a member of our expert team will be more than happy to help.