How you distribute your blog content is just as important as the content itself! Matcha's performance packages come with managed promotion, but promoting you content is still an important step in the Matcha formula for all our customers.
- How do I make sure my blog campaigns are optimized for efficiency?
- How will I know how well my promotions are doing?
- When should I post my Matcha content to my blog?
- Why are my CPC averages above benchmarks?
- Why do some pieces have more traffic than others?
- What is the difference between CPC and CPL?
- What does the ad look like in someone's Facebook feed?
- Do I need new content if an article is performing well?
How do I make sure my blog campaigns are optimized for efficiency?
This is a breakdown of the three phases Matcha implements for our performance packages. However, we recommend these steps for all our customers:
Use our guide to filtering Facebook data so that you can track your progress through each phase.
How will I know how well my promotions are doing?
You can track your performance in your Facebook ad account. Learn more about how to view and interpret campaign performance from Facebook in this article.
Your performance will also be visible in Matcha Insights. Which you can use to track reads, leads and your primary sources of traffic.
When should I post my Matcha content to my blog?
Publish all of them at the beginning of the month.
Optimal Facebook distribution relies heavily on finding the best performers through A/B testing. If all content is published at the beginning of the month, it maximizes the testing that can occur.
The most common objections we hear regarding publishing all at once is a desire not overwhelm a blog with new content. Most traffic to an eCommerce blog typically comes from a direct channel, such as Facebook, email, or Google (for non-syndicated pieces) - very few of your customers will take note.
Why are my CPC averages above benchmarks?
If you’re seeing your CPC averages higher than benchmarks, it’s most likely due to the target audience parameters. For example, adding Household Income (HHI) qualifiers tends to drive up the cost per click. If the traffic aligns with your core buying persona, then it may be worth the difference.
Why do some pieces have more traffic than others?
Optimal Facebook promotion relies heavily on finding the best performers through A/B testing.
If, for example, one piece is averaging at a $0.30 CPC and another one is at a $0.15 CPC, Matcha will turn off the more expensive ad and put more budget behind the more affordable ad. This ensures your social metrics will be competitive and affordable for your business, and will result in better performance (cheaper traffic, higher lead conversion, etc.).
What is the difference between CPC and CPL?
CPC measures the cost of traffic delivered to a site and stands for cost-per-click. When ads are optimizing for CPC, they are optimizing for a user’s click on your content ad.
CPL measures the cost of a reader giving you their email address and stands for cost-per-lead. When ads are optimizing for CPL, they are optimizing for users that have clicked through to your site and choose to submit their email address. It’s not uncommon to see optimizing for CPL increase the cost per click by 3-5x.
For our performance packages, we advise at least $300/month to set up ads with CPL optimization is due to the increase in traffic costs. For example, you could see your more efficient ads average out at around $0.10 with traffic optimization, but would anticipate your averages to be closer to $0.30-$0.50 with CPL optimization. The more expensive it is to get traffic to your site, the more monthly budget you will need to supplement to ensure your visitors don’t dip too severely.
What does the ad look like in someone's Facebook feed?
Here’s an example of what an ad looks like in a someone’s Facebook feed:
Your Page and Company Name are clearly connected to the ad.
Do I need new content if an article is performing well?
Finding a “winner” is fantastic, and the shelf life is often relatively long. There are a couple of reasons why one can’t run forever:
- It’s only seasonally appropriate, and performance will dip when it is out of season
- Most or all of the targeted audience has seen the content ad at least once, and performance begins to dip.