Consider Your Audience & Save Excedrin

9 Dec 2010 | written by Ben Mosbarger for the internet marketing, PPC section(s)

Consider Your Audience & Save Excedrin

Internet marketers often put their entire efforts into getting a sale. They want the shortest path and easiest way for people to click on that oh so tempting “buy now” button. But sometimes you have to step back and reevaluate the way you approach customers. There might just be a better way. Especially with Facebook.

Sometimes you have to set a different goal

When I started the campaign I had the goal to get people to buy the coupon offer right away. Everything worked perfectly on Google but on Facebook I was not converting at all. I was converting at .096% I couldn’t figure out what was going on. I checked and rechecked to ensure tracking was in place, I just couldn’t believe the contrast between Facebook and Google. When I looked at the analytics I found that the email blast marketing was converting at just over 14% So, I changed my goal from immediate conversions to getting people to submit their email address.

Consider your audience

As soon as I corrected my goal I started to see success. I made the mistake of not considering the Facebook audience. Facebook users are not looking for my deals with specific search queries like Google users instead, they are served my ads based on their profile. It turns out that people coming from Facebook are more than willing to sign up for the email offers (the same email offers that convert at over 14%).

So, don’t make the same mistake I did and remember to consider your audience. I stressed for two long weeks trying to figure out what I was missing, and stress gives me a headache. It turns out that my goal was misguided, I needed to look at different conversion path and I would have seen success from the beginning.

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