How you distribute your blog content is just as important as the content itself.
After your media plan has been finalized and goals have been clarified, Matcha will begin promotions. Matcha recommends always finding the right audience and the right content mix before focusing on delivering actions with content. If you are unable to drive efficient traffic from your target audience, focusing on lead conversion, for example, will be inefficient.
Here’s a breakdown of the different phases we recommend to our customers:
Frequently asked questions (FAQs)
How will I know how well my promotions are doing?
Matcha will report on Facebook performance at least monthly, and will also provide brief insights to help you understand the data.
As your eCommerce blog progresses, content ads will shift from optimizing for CPC (cost per click) to optimizing for CPL (cost per lead).
Should I post all of monthly content at once or periodically throughout a month?
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 distribution 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.).
How do you decide when to introduce a new article?
Matcha typically cycles in new pieces when they are published.
If the article covers a specific state, are you only targeting that state with that article? Can you?
Unless discussed during your planning call, Matcha will focus on testing content against the agreed upon audiences to keep the A/B tests consistent and avoid muddying the results with too many variables.
If you would like us to alter the audiences that are promoted to, it’s best to set up a time to discuss your plan with the Matcha team.
What is the difference between CPC and CPL (does it target different people)? Why do I need to spend at least $300/month for 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.
The reason 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? Is my brand in it at all? Can I see an example?
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.
If an article is performing so well, can't we just run it forever? Why do I need new content?
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.