Top 5 Common PPC Questions Our Paid Acquisition Expert Answers

Running paid ads on Google, Facebook, and various other paid platforms is often new and exciting to any business owner looking to crack into new sources of leads. In my role as a Paid Advertising Specialist at Tuff, I partner with CMOs and business owners and get the opportunity to answer their initial questions when getting started. Here are the most common PPC questions and responses to those questions.

Let’s dive in!

1. Is PPC right for my business?

This is a big one, the most high level of common PPC questions. Owners and entrepreneurs have seen ads all over the internet and usually have fair concerns about the validity and effectiveness of them. I look to a few specific things to answer this question:

What industry are you in?

The type of business you operate is of big concern to me. If you are a niche business with no competition and Keyword traffic, PPC is a great fit for you. If you are a brand new Real Estate Investor in a crowded NYC market that has a ton of expensive competition, PPC would be a tough nut to crack. Usually clients fall somewhere in the middle and it’s my job to find the sweet spot in the market space.

Do you have systems in place to handle leads?

It’s not a great experience for potential customers if there isn’t a sales funnel or process in place to convert this new channel of incoming leads. It’s important to ask yourself, does my business have a reliable CRM? Will my business be able to provide a reasonable amount of creative flexibility with landing pages to test new traffic? Do we have a reliable IT process?

How much traffic is out there for you?

This might be the most important starter question. I always check if there is enough traffic out there looking for exactly what your business does, using Keyword tools like Keyword Planner, and SpyFu. Bottom line, if there’s not enough traffic PPC might not be the answer. Traffic doesn’t just mean Keyword impressions, it could also include audience groupings for display, youtube, facebook, etc. If there aren’t market segments that exist already, you would essentially be creating a market, and for a lot of business owners the capital to do that is limiting.

2. How much should I spend?

This usually comes on the heels of agreeing that PPC is right for you. Now, it’s time for me to align PPC expectations:

What are your goals?

There is a big difference between looking for engagement to drive leads and looking to drive sales of a very expensive online item through paid ads. This question is an opportunity for me to set realistic expectations based on experience and traffic estimates. This is also a great time to be more specific about how we plan to turn cold traffic into warm traffic through blogs, white papers, videos, etc. This is where an experienced PPC manager will explain that turning extremely cold traffic into a sale through one ad and landing page might be too big of an ask.

What is the lifetime value of your customers?

The lifetime value of your customer is an important metric to track. This metric should be ingrained within the decisions you make about balancing your own books. Knowing the lifetime value also helps a PPC manager assess how much we should spend to get a lead and customer or sale through the paid advertising.

Knowing these two things helps me set a baseline budget for testing and makes sure I’m optimizing my campaigns against the right ROI targets.

3. What will I get in return?

So, we’ve decided PPC is right for you and set a budget for testing. Then, we dive into some more questions:

What are you hoping to get in return?

When it comes to maximizing your results with PPC, the first step is to identify an ROI target. While this can be difficult to track, it’s one of the most important KPIs for your business and advertising health. During this stage, I work with you to set reasonable lead and ROI targets.

What are your historic conversion rates from traffic to lead?

This is a necessary metric to know as a PPC manager. With these historic numbers, I can set a baseline for your PPC performance. If conversion rates are too low based on PPC traffic, your targeting isn’t hot enough.

What are your historic conversion rates from Lead to Sale?

Similar to above, this metric is important to grade the continuity of your marketing efforts from ad to sale. If you are getting a ton of leads but no sales, a) your ads aren’t in line with the messaging on site, or b) the site in general isn’t great at converting colder traffic. As an end-to-end growth agency, we love analyzing if it’s a or b and can help optimize either.

With all the above, you can forecast some average conversion rates and some very conservative numbers on what you can expect from the PPC efforts.

4. What platforms should I be on?

This is where we breakdown the platforms for our clients and help them select the right channels to reach their goals. As a general rule, if the objective is brand awareness, we’ll typically start with Facebook, Instagram, or Pre-Roll YouTube ads. Video is an excellent ad format when it comes to reach and impressions, so we’ll often push for this type of creative asset to maximize brand lift.

If you’re bootstrapped and on budget looking to drive leads, conversions, or sales, we often launch search campaigns on Google and Bing knowing these might be more expensive clicks, but should convert at a higher rate than other platforms since users are actively searching for a solution or product. In other words, the search intent is higher.

Selecting the right platform to reach your objectives is one of the single most important pieces of the strategy phase. And, in the ideal world, we leverage a handful of PPC channels to reach potential customers at every stage of the buyer funnel – from awareness, consideration, and conversion with a variety of ad formats and retargeting.

(ellen to create visual)

5. I see my competition all over the internet. How can I do that?

You’re right to think that way. If your competition is doing it they’re taking money off the table. We like to investigate a little further with this common PPC question:

Is copying your competition best? (Think USP)

Any PPC manager should remind you that copying the competition isn’t always the best strategy. Maybe they’re doing a great job and you can borrow a thing or two, but ultimately, they are separate businesses with separate Unique Selling Propositions that should be built into the ads.

Are they bidding on your brand?

If competition is bidding on your brand terms you should 100% get into the game. That other business is stealing business from you, bottom line. From personal experience, businesses have had shut their doors because other digital marketers have cannibalized their brand terms online.

Are they across all platforms?

This is great to research because it can yield opportunities for an account manager. What if a business is slaying it on Amazon but not on Google? What if a huge brand is owning Google but not on Bing, and that competitor can bid on their brand terms? What if none of them are on FB?

Over to you…

What questions do you have about PPC that we might have missed? For more help with your questions feel free to reach out to Tuff! We’d be happy to review an existing account. Sign up for a free growth strategy session with Tuff today.

A black and grey jump rope sitting on a table next to a plate of chicken and vegetables.

Fresh Meal Plan’s Three Steps to Customer Acquisition Using Facebook Ads

Introduction

With a wide range of targeting options to help you find the right niche, customer acquisition using Facebook ads can be a highly cost-effective channel. After an initial kick-off meeting with Fresh Meal Plan to align on goals and ROI expectations, we launched geo-specific Facebook and Instagram campaigns following a 3-step process.

Background

Fresh Meal Plan is a healthy meal delivery service located in South Florida. Looking to find traction in the Florida market and scale their growth, they partnered with Tuff to launch high-impact Facebook and Instagram campaigns to increase ROI and quickly drive key learnings on what’s working and what’s not.

The Three Step Process

Step 1: Conduct user research before design

Figuring out the right targeting is key to reaching the audience most likely to convert. Be it in-depth customer segmentation or listening to customer phone calls, we never create a Facebook or Instagram without researching user behavior first. As an agency, you can lean on your client’s customer-facing team members or, if you’re in-house, partner with your support team to learn more about your customers.

We’ve found that it’s better to spend more time building out target segments and do the right design for them than doing the right campaign for the wrong users. For this account, we built out 5-10 core and custom audiences in Facebook.

For our core audiences, we relied heavily on interest and behavior targeting. For example, we created an audience of users who expressed an interest in CrossFit on their Facebook page. In addition to core audiences, we also built out Lookalike Audiences using website traffic and existing customer email lists.

Step 2: Develop custom creative for each audience

After building out our target segments in Facebook’s audience panel, we created Facebook campaign concepts for each target segment. Both the copy and creative is developed with a particular audience in mind.

Step 3: Retarget with compelling offer

To combat ad invisibility and get the most ofcustomer acquisition using Facebook ads, we try to always include a compelling offer or call to action in our retargeting effort. Doing so can drive great results, especially if your goal is to generate sales rather than solely drive clicks.

 

Results

Over the course of 30 days, we achieved the following results for customer acquisition using Facebook ads, driving significant market awareness and sales for the brand. Since then, we have doubled the budget and scaled our acquisition efforts to new markets:

  • Clicks: 1,984
  • New Customers: 228
  • CPA: $15.85

Tools and Techniques Leveraged:

  • Facebook Ads Manager
  • Lookalike Audiences
  • Core Audiences
  • Email List Targeting
  • Customer Exclusion Lists
  • Single Image Ads
  • Retargeting

Client Info

Fresh Meal Plan is America’s most delicious healthy meal program, and a great way to eat healthy while saving time, money, and calories.

They deliver delectable always fresh, never frozen, calorie-controlled meals (prepared by a 5-star gourmet chef) right to your door every week.

https://www.freshmealplan.com

Free Growth Strategy Session

What questions do you have about customer acquisition using Facebook ads that we might have missed? For more help with your questions feel free to reach out to Tuff! We’d be happy to review an existing account. Sign up for a free growth strategy session with Tuff today.

A purple pencil with a red tip inside a pink light bulb.

Facebook Ad Copywriting Strategies to Try Today

As I sit down for the afternoon, I’ve blocked off a few hours for Facebook ad copywriting. As an agency, we’re fortunate to run and test quite a few Facebook ads every week. This means lots of copywriting opportunities and the need for fresh inspiration.

“Brevity is the soul of wit.” — Shakespeare
“A word after a word after a word is power.” —Margaret Atwood
“It ain’t whatcha write, it’s the way atcha write it.” — Jack Kerouac
“The greatest part of a writer’s time is spent in reading, in order to write; a man will turn over half a library to make one book.” —Samuel Johnson

No matter your writing muse, communicating your message in a compelling way with a limited number of characters ideal for social media is hard. It’s an opportunity to challenge yourself, your creativity and your vocabulary.

When I feel myself hitting a roadblock, I bring myself back to four pillars I’ve found effective for Facebook ad copywriting:

  • Timeliness
  • Humanizing
  • Emojis
  • Wordplay

 

Below we’ll share and comment on these four strategies. Under each strategy the first two ads will examples will been written by Tuff and the third example will be another company we think has practiced this strategy well.

Timeliness

Timeliness is an awesome tool for Facebook ad copywriting. Being able to take advantage of the excitement and hype surrounding a big or seasonal event can go a long way. It also shows your audience that your ads and content aren’t on a set and repeat schedule, your aware of what is going on in their world and following along as well.


Here, we capitalized on the Madness of March.

 


With Valentine’s Day coming up before this ad, we were communicating the value of Xendoo — it saves you time.

 


Example: We like how Penguin Books makes you feel all the fall feels.

 

Humanizing

This year Facebook, as a company, has been making a number of changes to incentivize interactions and engagement. They’ve been noticing trends of users being quite passive on Facebook, mostly scrolling throughout content without interacting with it. So, rather than prioritizing content that might grab a user’s attention, but drive little interaction, Facebook will favor the content that sparks conversations and brings people together. One way we like to try and attempt this is through humanizing brands and ads by using photos of real people and customers rather than graphics and illustrations of people. The second way we practice this is through using real names, locations, and jobs in ads.

Instead of a picture of the meal, we used a photo of a person this audience might relate to.

By using “Sally” and “Philly”, we built a character similar to the target audience.

Outside Example: We love the photo 17hats uses here. It shows they know who their audience is.

Emojis

We love emojis! In some A/B tests we’ve also seen them performing quite a bit better than there emoji-less counterparts. With the right brand, they make a lot of sense. Depending on the demographic, including emojis likens the ads to the text messages and Facebook comments with their personal network. We especially like to use emojis as bullet points, like in the 2nd and 3rd example here. It turns Facebook ad copywriting in emoji-writing.

Wordplay

It can be easy to tune Facebook ads out. But, when the copy makes the reader think, laugh, or challenges them with a pun, it can create willingness for deeper engagement. If you need an assist, this Pun Generator can help get the juices flowing!


Divine Spaces is a marketplace focused on unique event rentals. “Open your doors” applies to both the literal and metaphorical doors.

Readers likely aren’t used to fill in the blank type ads. We were hoping to surprise them here.

Over to you…

What Facebook ad copywriting strategies do you use for Facebook ads? Send us a note and let us know.

If you’re feeling stuck writing Facebook copy, challenge yourself to write four different ads practicing: timeliness, humanizing your brand, emojis, and wordplay. Then, pick your favorite out of the four.

Or, get in touch with our team for a free growth strategy session and we’ll help you out!

A. Lange Sohne luxury watch resting on a notebook.

See How WatchBox Unlocked Growth By Using Paid Advertising in New Markets

Background

WatchBox is the global destination for luxury pre-owned timepieces, offering an expertly curated inventory of luxury pre-owned watches for sale. In late 2017, they decided to expand their operations into new markets in Asia.

We worked with their team to prioritize high-impact pay-per-click campaigns to quickly drive ROI and validate assumptions in new markets, enabling them to invest in additional campaigns to scale.

Our Approach

Since the brand was entering new markets (Hong Kong, Australia, and Singapore) where they had very little brand awareness or recognition, it was critical to use pay-per-click to solidify their position across the entire path to purchase. To do this, we activated a high-converting lead capture strategy using Facebook, Instagram, and Google.

Paid Social (Facebook and Instagram) to open up the funnel to as many people
In-Market Display (Google) for prospecting
Paid Search (Google) to convert hot leads at the bottom of the funnel into sales
Retargeting (Facebook, Instagram, and Google) to bring people back to the sitePaid Social: Facebook ads for hyper-efficient growth

When it comes to the top of the funnel, social ads are great for education, awareness, and brand building. On Facebook and Instagram, the cost per click is significantly cheaper than other PPC channels. This, in addition to the visual format, makes them an incredible paid advertising channel to grow brand awareness and drive clicks to your site. Working with their marketing team, we used these channels to open up the funnel to as many potential people as we could with the cheapest budget possible.

Facebook Advertising


This is a WatchBox Facebook Ad with placement in Desktop News Feed. It’s a carousel format with a product triptych.

Instagram Advertising


This is a WatchBox Instagram Ad with placement in the feed on mobile. It’s a video format with a branding campaign.

Through a combination of Single Image, Video, Carousel, Slideshow, and Collection Facebook ad formats, we ran 34 campaigns with 61 adsets. Over the course of three months we achieved the below results, driving significant market awareness and engagement for the brand in the new market:

  • Reach: 138,619 People
  • Impressions: 529,642 Impressions
  • Unique Clicks: 14,448 Clicks
  • Average CPC: $0.32

Tools and Techniques Leveraged:

  • Facebook Ads Manager
  • Carousel, Slideshow, and Video Ad Units
  • Lookalike Audiences
  • Custom Audiences
  • Retargeting
  • Facebook Pixel
  • Geo-Targeting

Client Info

WatchBox™ is the global destination for luxury pre-owned timepieces, offering an expertly curated inventory of luxury pre-owned watches for sale, personalized client services, educational opportunities and astute editorial content

https://www.thewatchbox.com/