It’s not a secret, gives not only a good advantage, because frequent site references to social media show website popularity but also actively used to promote its products and services.
Today, it is useful to know how to create a campaign in social networks, all its features, conversion peculiarities and efficiency.
At first, let’s define why users apply to search engines and social networks. If a person turns to search engines, the more likely he knows what he wants and he is looking for something specific i.e. he is definitely ready to buy or order any services.
What users do in social networks? Communicate with friends, colleagues, playing games, listening to music or watching videos, in a word, they relax. They are not ready to buy something and even don’t think about it. And there is a difference in an approach both to advertising campaign and to its effectiveness analyzing.
!!! The most important thing for search promotion is to persuade users to be just your customer as for social media promotion you need to persuade a user and show that you offer really services he needs and only then persuade him to buy (service or product) it.
See the difference? It’s very important
So, if users come from a search engine, he must make a purchase or order service and on the same day you will be able to fix and analyze the efficiency of conversion. Of course, rapid conversion depends on the type of product or service. If we're talking about an expensive product, users tend to make a decision which takes a long time.
If the user sees your ad in social networks, firstly he must understand the need for a given product or service and only then decide to buy or order. And it’s not the fact that he will remember, whose ad he had seen and if remember, then your ad campaign may end up that time and the user has no choice but to search for your product or service through search engines. And probably he won’t apply just to your services after finding many of these proposals.
Because of this situation, you should follow several principles.
- Ad campaign should be directed not to advertise goods and to advertise brand
It’s good, if you have a vivid memorable logo, slogan, catchy name. These indicators are very important for brand advertising in order that even after years the user will keep in mind brand’s name and could quickly put query in a search box.
- Proposal must be unique and very memorable ad.
- Advertising in social networks can lead to an increase in attendance of these networks but no conversion.
That is, conversion rates from social media should be monitored continuously, not just during the campaign. As already mentioned, advertising in social networks characterized by the fact that at this point the user may not need your product or service, so the conversion can be in a week and a month later and after six months. It’s called delayed conversion. You can track delayed conversion with Google Analytics.
- Advertising in social networks may not lead to an increase in attendance but bring conversion.
User just saw your ad with the name of brand and remembered it and that all – no actions. But after a while he put a query into a search with the name of your brand or website. That’s it is necessary your site or company has a catchy name.
It should be noticed, despite an advertising campaign, decision to apply to you may be taken by users and other sources. Google Analytics can help deal with the conversion but partly. This system will help determine why user made a decision: it was a result of your actions in social networks or from independent sources.
Of course, these reports always have a percentage of error. First, positive company feedback, influenced the decision may come to users from sources not connected to the Internet. Secondly, if in the course of the decision, the user has visited several different sites that mention your company, it is impossible to determine exactly when he made a decision. But in any case, Google Analytics facilitates campaign analysis.