Small talk

3 of the Best Content Marketing Tips to Boost CTR and Reduce CPC

You know the importance of Facebook/Instagram/Snapchat/[insert social media app here] marketing.

You’ve heard good ol’ email marketing is essential, too.

And getting on the first page of Google will always be an aspiration that keeps you coming back to SEO best practices.

What do all of these digital marketing strategies have in common?

They all rely on quality content to boost their effectiveness, and in some cases even drive their success.

And why is content marketing so important?

Well, that comes down to the measurable results a good content marketing strategy produces.

In terms of ROI, companies that invest in content marketing experience an average website conversion rate of close to 3%, compared to 0.5% for non-users.

Content marketing is also 62% less expensive than traditional outbound marketing.

For email platforms, a similar pattern emerges when it comes to the benefits of content marketing:

Companies with a content marketing strategy in place experience an average email CTR of 3.4% compared to 1.8% for those without.

content marketing tips - consumers preference
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Customers prefer articles over traditional ads, too:

  • 82% of consumers have more positive feelings about a company after reading their content
  • 78% believe content helps establish a relationship between them and a brand
  • 70% would prefer to learn about a company through an article instead of an ad (for B2B customers, this number rises to 80%)

So what can you do to start enjoying all of these benefits of content marketing?

That’s where I come in.

Hi, I’m Rae Steinbach: Head Content Strategist here at Taktical.

I’m going to dive into the top three content marketing tips that we’ve used to create successful strategies across our SEO and paid social marketing departments.

The reason we’re disclosing our secrets?

The results from this style of social media content marketing results have been incredible.

And we’re feeling generous.

content marketing tips - writing

We’ll take a look at exactly what those results have been with content marketing examples.

And, we’ll dive into how you can implement these practices immediately into your own strategy.

For any marketer looking to increase ROI, boost CTR, and reduce CPC, these are the only three content marketing tips you need to know.

1. Make the Content Appealing to Your Audience on Social Media

Your content marketing is only effective if people actually read what you’re putting out there.

Consumers are already motivated to read more about a brand:

79% of them need to see branded content more than once before making a purchasing decision.

The average number of times they need to see this content is 3.1, in fact.

content marketing tips - content funnel
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So you’ve already got the audience of willing readers who want to learn more.

Now it’s time to create copy that resonates with them.

On the high level, good content means:

1. engaging readers
2. adding value to the brand’s product or service
3. delivering high quality content (instead of just a lot of it)
4. maintaining a genuine tone

Also keep in mind that consumers generally find content that “informs” and “educates” to be the most valuable.

More granularly, in order to make you social media content marketing more effective, it needs to align with the campaign’s target audience.

In this era of personalization, creating a social media content marketing strategy that’s relevant to the target customer is essential.

About 78% of consumers say their purchase intent increases with more relevant content.

This means getting together with your client or colleague running the Facebook account and other paid social ads.

These experts are the ones on the front lines serving and optimizing the ads, and therefore understand the audience best.

Once you’ve determined who the target audience is, it’s far easier to craft content that speaks directly to them.

Let’s use one of our own Facebook content marketing examples.

Use Case: Peepers

content marketing tips - Peepers

Peepers is a fashionable reading glasses company whose Facebook ads targeted a demographic consisting on average of females above the age of 40.

When we decided to run a prospecting campaign that directed users from the Facebook ad to an article, we had to consider copy that would seem valuable to this audience.

We also needed to make sure to capture the brand values and stay true to their voice and character.

What resulted was Five Reasons Why Everyone Loves Peepers Reading Glasses.

The strategy for this piece of social media content marketing was to emphasize the flattering nature of the product.

Additionally, we highlighted testimonials, like the fact that the glasses made Oprah’s Favorite Things list.

While keeping copy brief and to the point, we highlighted the value-props of Peepers that we knew would be most relevant to the audience.

Given the customer, we consciously built trust and value in the product.

And within one month, the results proved this worked:

  • CPC for the campaign came down to $0.14
  • Average CTR was 4.1%
  • 29 purchases made
  • ROAS of 1.89

Considering the average CPC and CTR for retail is $0.70 and 1.59%, respectively, we realized Facebook content marketing could really be something valuable.

2. Tailor the Content to the Ad Campaign Objectives

One of the reasons why content marketing is so important is that it can provide a major boost to other marketing campaigns.

In order for it to do this, however, the content marketing strategy must be aligned with the ad objectives.

content marketing tips - B2B goals
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For example, let’s say you’re running a Facebook ad campaign with the goal of generating new leads.

For your Facebook content marketing to boost that objective, you need to generate copy that’s tailored to prospecting customers.

This means creating an article that combines brand awareness with some light pre-sell language.

The goal isn’t necessarily to convert the reader after they read over content once.

Instead, this content marketing strategy lets you track the behavior of the customer (thanks to the handy Facebook pixel).

Then, you can retarget them more effectively with further content and ads down the line.

Other ad objectives supported by social media content marketing can include:

  • Brand awareness
  • Generating organic traffic
  • Sales
  • Engagement

Let’s take a look at another of our social media content marketing examples to show how this is put into practice.

Use Case: Mia Melon

content marketing tips - Mia Melon

When Mia Melon wanted to tell the whole story of their fashionable yet technology-driven outerwear, they turned to us for the solution.

They needed the opportunity to explain their brand values to prospective customers further than just a Facebook ad allowed.

In order to generate the right leads and spread brand awareness, we suggested a Facebook content marketing strategy.

It would involve directing their Facebook ads to an article that discussed what set them apart: The fashionable, functional, and affordable designs of their coats.

The objective for both the Facebook ad and content was brand awareness.

However, there was also an element of selling.

We tailored the article to appeal to people looking for a warmer jacket in order to sell the remaining inventory of wool coats before the seasons changed.

We also included images of the products and links to purchase, along with a CTA at the end of the article in order to encourage those conversions.

What resulted was The Perfect Commuter Jacket Is Now Weatherproof & Wool.

With content that emphasized the company value props and the product features, we succeeded at addressing the objective of brand awareness.

The direct links to purchase, the CTA at the bottom of the article, and the more promotional language also succeeded at the goal of selling.

We knew this example of Facebook content marketing had addressed both of these ad objectives based on the results.

Just over two months of running yielded an average CPC of just $0.10.

Meanwhile, the average CTR was a whopping 7.02%.

Revenue-wise, the social media content marketing campaign resulted in 620 adds to cart and a purchase conversion value of $4,085.90.

This translated into an incredible ROAS of 1.83.

Some pretty impressive stuff, right?

3. Track Your Content Marketing Performance

content marketing tips - B2B obstacles
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Proving the benefits of content marketing means looking at real results.

Therefore, tracking the performance and optimizing your social media content marketing is essential.

But how do you determine what performance metrics to track?

Furthermore, how do you translate something like brand awareness or engagement into monetary value?

Essentially, the question to answer here is how do you quantify content marketing ROI?

What Others Do

content marketing tips - metrics for success
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Organizations determine the value of content marketing differently.

Their judgement is based on their unique goals and needs.

However, most businesses look at the following 7 metrics:

1. Traffic
2. Sales
3. Conversions
4. Ranking on search pages
5. Time on site
6. What customers are saying
7. Subscriber growth

Overwhelmingly, website traffic and sales are the most popular ways to measure the benefits of content marketing.

There are also additional metrics used by some, which you can take a look at to inspire your own goals and objectives.

What We Track

From our experience implementing social media content marketing, we’ve focused on similar metrics as paid social ads.

content marketing tips - Taktical tracking

Using a tool as simple as Google Sheets, we look at factors like:

  • Impressions
  • CPC
  • CTR
  • Adds to Cart
  • Purchase Conversion Value
  • ROAS

We also use the Facebook pixel and platforms like Google Analytics to track the success of content even once people leave the page itself.

For Facebook and other social media content marketing, in particular, there is an emphasis on sales and engagement metrics like CTR and CPC.

Consider focusing on these for the start of your content marketing strategy as they are among the easiest to track and quantify.

content marketing tips - factors for success
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Improving and optimizing your content marketing strategy should always be a goal.

Some of the most popular adjustments that have led to greater success for other businesses include:

  • Better content creation (but remember: quality over quantity!)
  • Adjustment of overall strategy
  • Prioritize content marketing

Start Benefiting From Social Media Content Marketing

Whichever metrics you decide to track or methods you use to develop your strategy, it’s time to start recognizing the benefits of content marketing.

Integrating social media content marketing into your current ad campaign clearly can do more than just boost CTR and reduce CPC.

The answer to why is content marketing important should now be clear.

(Honestly, it’s question that shouldn’t even be asked.)

Content marketing is the best way to reach customers, build loyalty, boost engagement, and generate real revenue.

As either the foundation or the supporting role to your other marketing strategies, content is the key.

To learn more about the benefits of content marketing for your paid social campaigns, contact us today!

How To Guides

The Sleeping Giant: How Amazon Advertising Works

Imagine the targeting abilities of Facebook combined with the ease of Google’s advertising management platform.

This is essentially what Amazon is offering brands with their evolving advertising platform.

It’s already the world’s largest retailer, raking in over $35 billion in net sales by April, 2017.

And in 2016, Amazon advertising earned $1.4 billion in revenue.

Sure, Amazon marketing has got a long way to go to reach Facebook’s ad spend of $27 billion.

And yeah, it’s an even greater disparity with Google’s $79 billion in earnings.

But, this e-commerce beast has the ability to grow exponentially, and do so quickly.

In fact, experts are predicting the revenue from advertising on Amazon to increase to $3.5 billion by the end of this year, and to grow over 60% in 2018. 

How an Amazon Advertising Strategy Succeeds

Amazon Marketing Service’s (AMS) Sponsored Products offer advertisers the ability to launch a PPC campaign that’s similarly appealing to Google and Facebook in terms of cost-effectiveness and audience engagement.

Also similar to Google AdWords, it’s based on a bid system.

On Amazon, once a brand wins a bid on a product it will appear in the top search results when someone uses the appropriate keywords.

Therefore, if you’re already running a paid search campaign, getting used to advertising on Amazon will be even easier.

The biggest decision left in the course of launching an Amazon marketing strategy is whether to select manual targeting (choice of the user) or automatic targeting (Amazon optimizes and selects a target audience for you).

advertising on Amazon - Amazon product screenshot

When launching an AMS campaign, you have the option to select your Amazon ad goals:

  • boost product sales
  • increase book sales
  • drive traffic to an outside website
  • increase app downloads.

These advertising goals may remind you of Facebook.

This make Amazon marketing even more appealing for those already familiar with launching a campaign on a major paid social platform.

Competitors such as Snapchat and Instagram require effort to understand the functionality of the platform itself

This can present a huge learning curve to marketers.

Meanwhile, Amazon advertising is tapping into a pre-existing understanding.

The layout of the tiered, ad campaign structure is another similarity shared with Facebook and Google AdWords.

The Secret to Amazon Marketing is in the Targeting

The major way Amazon advertising is likely to become a true competitor to Facebook and Google is with its audience targeting abilities.

A quick statistical rundown of Amazon:

advertising on Amazon: e-commerce growth graph

With the amount of users and their high engagement and return rates, marketers should be flocking to advertise on Amazon.

As an e-commerce giant, Amazon offers key insights into consumer behavior like no other competitor can.

For brands that are in a products-based industry (versus services), the ability to have the audience of the world’s largest online retailer at their disposal is a huge advantage.

With Amazon advertising, you can track the products people search for, put in their cart, complete the purchase on, etc.

These insights become invaluable to any online retailer.

Amazon is King of Keywords

More people use Amazon for product searches than Google: 55% starting their search on Amazon versus the 28% who choose a search engine instead.

Also, as is the nature of e-commerce, many people are searching for specific keywords or term.

This targeting and reaching them easier with the right Amazon advertising strategy.

Stop wasting money on vague keywords in hopes of appearing in Google search results.

Instead, turn to Amazon marketing, which encourages more focused campaigns.

advertising on Amazon - Burt's Bees on Amazon

Additionally, conversion rates are likely to be higher with Amazon advertising due to the nature of these keywords.

Often, users will type in a more specific item they are looking for (e.g. sandals, instead of just shoes).

The user has already narrowed down the search results and what appears is exactly the array of products they desire.

That person’s purchase intent is also greater than someone searching on Google.

This is based on the nature of them browsing an online retailer that encourages instant purchase and specific keywords.

Take Burt’s Bees, for example.

Their Amazon marketing campaign resulted in a purchase intent four times greater than their campaign average.

On Google, your business may show up in the search results for a keyword, but the user is not as motivated a buyer as they are on Amazon.

Advertising on Amazon is the Future

It’s true that Amazon marketing has quite a bit of ground to cover in the realm of ad revenue in order to adequately compete with Google and Facebook.

However, its potential to do so is truly impressive.

Having already secured the spot as world’s largest online retailer, the platform has accrued a loyal and motivated audience.

Additionally, the advantages of advertising on Amazon include factors crucial to your success:

  • high purchase intent
  • focused keywords
  • easily segmented and targeted audiences

So sound the warning bells in Google HQ.

Amazon has already taken over the realm of online shopping and is now turning its attention to digital advertising.

GROWTH HACKS Tips & Tricks

Taktical Growth Hacks – #79

Get the Latest Growth Hacks and More Insights Delivered Each Week: Sign Up Here.

Growth Hacks:

Taktical Growth Hacks - SMS

Growth Hack #1 – Boost Sales 100% With SMS:

After noticing that a large portion of their purchases were coming straight from mobile, Bohemian Guitars decided to experiment with their sales strategy.

The brand included an option to send customers a text message (SMS) directly from their site.

The gamble paid off big-time: directly texting customers led to about a 98% increase in sales.

Source: 500 startups

Growth Hack #2 – How to Get 1000+ Subscribers in One Day From Twitter Influencers:

In 2013, Alex Turnbull came from out of nowhere and published a blog that quickly built relationships with some of the biggest influencers.

For four weeks, he followed a checklist and was able to catch the attention of these major players. As a result, his blog got over 5,000 subscribers in 5 weeks.

Here’s how he did it:

1. Figure out which influencers align with your audience
2. Pick the ones that will gain value from your content
3. Follow them on Twitter
4. Reply to two of their tweets and post two comments on their blog
5. Contact the influencer directly with a personal email that shares two of your blog posts
6. Craft a personal email pitch (here’s an example) and end it by asking, “Do you mind if I send a link?

These six easy steps are a sure-fire way to build meaningful connections with your industry’s most influential players.

Here’s Alex’s full checklist and worksheet.


Taktical Growth Hacks - retention

Growth Hack #3 – Earn Up to 16X More From Return Customers:

Your relationship with customers doesn’t stop after one-time sales. Instead, fostering a sense of loyalty among previous clients can be a big boost to your business.

The White House Office of Consumer Affairs stated that loyal customers, on average, can end up being 10X more profitable than their initial purchase.

Bain and Company backed this idea up, claiming that retaining 5% more customers can increase profit by a whopping 25%.

To prove this once and for all, the Harvard Business Review examined Delaware credit card company, MBNA America. They found that when the institution cut their churn rate from 10% to 5%, their profits increased 16 times. It’s even more impressive when you realize that MBNA didn’t make any acquisitions during this period.

Keep your current customers happy, and you’ll reap the rewards.


In Depth Articles:

12 Underrated Google Analytics Features According To The Experts

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Small talk

These 10 B2B Facebook Ads are the Only Examples You Need for a Better Campaign

If you run a business, you know: You’re difficult to convince with an ad.

You have many more factors to consider before making a purchasing decision:

  • The other decision-makers in your company to consult.
  • A monthly budget that you need to stick to.
  • The natural wariness that comes with considering making a purchase off of an ad from another business.

Even if they’re not competitors, you’re still more likely to look at another business’ advertisement with a more critical eye.

You may even compare their ads to your own.

In general, B2B advertising is more difficult than B2C for all of the reasons listed above, and those specific to your vertical.

For example, the average sales cycle for B2B SaaS technology is 12-18 months.

For many consumer-facing products, it takes just a matter of hours to go from browsing to purchasing.

B2B Facebook ads

Since B2B customers take more convincing, it’s important to craft your ads more carefully.

To inspire your creativity and boost your campaign’s effectiveness, we’ve rounded up the ten best B2B Facebook ad examples.

We’re also looking at why Facebook for B2B marketing is increasingly effective and should be the focus for your brand’s ad strategy.

Why B2B Facebook Advertising Works

There’s almost no better outlet for your B2B company to reach its target customer in a highly deliberate and trackable way than Facebook.

For one, Facebook holds the majority of social sharing, with 90% originating on the platform.

Additionally, Facebook for B2B marketing takes advantage of the advanced targeting metrics and campaign objectives specifically geared towards B2B advertisers (e.g. lead generation).

Consider that almost 96% of social media marketers already believe Facebook produces the best ROI.

While a majority of B2B marketers currently prefer LinkedIn, it’s only a matter of time before B2B Facebook advertising catches up in popularity to its B2C side.

B2B Facebook ads - concept

In the meantime, your business can take advantage of the lack of brands using Facebook for B2B marketing.

As a non-preferred platform, B2B Facebook ads are 5-10 times cheaper than LinkedIn in terms of CPC and CPM.

However, don’t let the reduced price fool you: Facebook is still one of the best channels for generating leads, driving conversions, and spreading brand awareness.

Once you’ve installed the Facebook pixel to track and optimize your campaign, you too can begin taking advantage of the benefits of Facebook ads for B2B.

The B2B Facebook Ad Examples

Use Facebook Ads to Offer an Incentive to Other B2B Companies

One of the popular trends in Facebook B2B advertising is driving traffic to a free download or resource.

Not only can you generate leads from a B2B Facebook ad like this, but it’s also effective for brand awareness.

B2B Facebook ads - Wordstream

Wordstream’s B2B Facebook ad drives to a download of their free guide.

They entice their audience with a value-add of a Quality Score on AdWords.

Then, they provide a brief summary of what’s in the guide.

These two elements combined are effective at enticing other businesses to click through and download the guide (likely at the cost of signing up with an email address).

B2B Facebook ads - Microsoft

With a simple value prop, summary, and helpful photo, Microsoft succeeds at attracting the attention of their B2B audience.

B2B Facebook ads - Flatiron School

Flatiron School’s desktop Facebook ad for B2B promotes the offer directly within the graphic.

The appeal of the offer, combined with the eye-catching promotional graphic help drive sign-ups for their course.

B2B Facebook ads - ConvertKit

This B2B Facebook ad example shows the potential of the platform for effective retargeting.

With the incentive of a free trial, ConvertKit made it almost impossible for those who had previously visited their website to pass up their offer.

B2B Facebook ads -

Mobile marketing is clearly on the rise, and understanding mobile ad trends is essential for both B2C and B2B success.

Even when you create Facebook ads for B2B on mobile, the copy, image, and CTA can stand out. demonstrates the effectiveness of cross-platform ads with their humorous visual and eye-catching CTA that’s formatted for mobile devices.

B2B Facebook ads - Sprout Social

As another example of a mobile B2B Facebook ad, Sprout Social shows how simplicity can go a long way in this format.

Build Value and Spread Awareness About Your B2B Company With Facebook Advertising

Besides promotional content as a means of driving leads and conversions, value-add copy and product descriptions are equally effective.

In order to entice first-time customers, you can use B2B Facebook ads to spread brand awareness and introduce your product or service.

B2B Facebook ads - Right Networks

One of the most effective strategies for B2B Facebook advertising is leveraging user-generated content.

In fact, 84% of people trust online reviews as much as recommendations from friends.

Right Networks displays a customer testimonial to earn the trust of potential clients and get them to click through.

B2B Facebook ads - Shift

In terms of providing value to new customers through a brand awareness B2B Facebook ad, Shift is an excellent example.

Their visual demonstrates how the product works, thereby providing consumers with an enticing preview.

B2B Facebook ads - Human Interest

Human Interest adds even more value to their service with a B2B Facebook ad that repeats their advantages.

Not only does the company mention their benefits in the ad copy, but they’re also highlighted directly in the image.

B2B Facebook ads - Justworks

This B2B Facebook ad example from Justworks demonstrates how to target and use emojis effectively.

The company is clearly speaking to a specific audience of SMBs.

Additionally, they use check marks to highlight their value-props and make the ad more organized and compelling.

Get Started With Your Facebook B2B Marketing

As these B2B Facebook ad examples demonstrate, this platform can be incredibly effective at adding value to your brand and reaching a targeted audience.

Whether your goal is growing your subscriber list, driving site traffic, or just spreading brand awareness with product descriptions, Facebook is the B2B marketing platform to use.

It’s already proven its effectiveness in the B2C realm, and is earning the top spot as the preferred platform for ad buyers in 2018 and 2019.

With more than 66% of B2B companies putting money towards social media advertising, it’s time to consider Facebook for B2B marketing.

Whether you hire an outside B2B Facebook advertising agency or create a strategy internally, it’s clear that this platform has advantages over all other platforms.

For cheap, effective, and trackable campaigns, your business needs to be marketing with Facebook B2B ads.

GROWTH HACKS Tips & Tricks

Taktical Growth Hacks – #78

Get the Latest Growth Hacks and More Insights Delivered Each Week: Sign Up Here.

Growth Hacks:

Taktical Growth Hacks - Elvis

Growth Hack #1 – Boost Sales With Just a Thank You:

Offer new subscribers and established customers something that will keep them coming back. One technique that’s been shown to work is building a ‘thank you’ page to entice users into interacting further with your products. displayed a thank you page to users who had just registered for their email list.

The site tracked these visitors with a pixel so they could follow up with social proof, along with a new product offer.

In less than a week, the brand saw:
– 2654 opt-ins
– Over 6% click rate
– 27 purchases (a roughly 16% conversion rate)
Over $1000 in revenue from said opt-ins


Growth Hack #2 – How to Make Quora Your Marketing Secret Weapon:

Answering a question on a Quora forum can give you widespread exposure, and help you find leads and drive conversions.

Great examples of this come when you look at queries for “San Francisco” and “Startup Business Development.” Together, the two topics have a following of over 17,000.

Google ranks Quora for each of these terms, driving millions of views to the site every week. Use this to your advantage, and show your expertise by answering questions on Quora. As a result, you could see yourself rising in the SERPs.


Taktical Growth Hacks - YouTube

Growth Hack #3 – Boost YouTube Views by Over 150% With Custom Preview Images:

What do 90% of the most successful YouTube videos have in common? According to the YouTube Creator Academy, they all take advantage of custom thumbnails, which essentially provide a snapshot preview of the video.

Here are four things to keep in mind when using the tool:

1. Choose distinct thumbnails for each video; don’t stick with the same title screen. Changing it up will alert viewers to new content.

2. Use thumbnails to tell your audience a bit about the video. By contextualizing your image, you can entice viewers into watching your content.

3. Be sure to use high-quality images. Image dimensions of 1280 x 720 pixels are ideal, and if you choose to include text, make sure it’s large enough to be read on any sized screen.

4. During the editing process, zoom in and out to see how your thumbnail will appear on different devices. You can find a device report via YouTube Analytics that will tell you how much of your audience is viewing your content on mobile.

Images aren’t the only important thing to keep in mind when posting a new video. Think of your title as another opportunity to get your target audience to click on your video as soon as it goes live.

By including these tools in your video marketing strategy, you can boost your YouTube video views by 154%.


In Depth Articles:

17+ Little Known Psychological Techniques That Will Influence Your Customers to Buy More from You

Google ranking factors in 2018 and beyond


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Tips & Tricks

The Only 5 Amazon Marketing Hacks You Need to Know for 2018

There are certain things we know for certain in 2018 when it comes to digital marketing.

Augmented reality will be embraced by every major advertising platform and change the way brands interact with consumers.

(The real world will soon become a bleak landscape devoid of virtual Pokemon and dancing hot dogs).

AI will take over the world, but in a good way.

(Chatbots, better Netflix recommendations, a fridge that orders groceries for us. . .if this is what robot domination looks like, we’re not opposed).

Last but not least, Amazon will continue climbing its way to the top of the PPC marketing pyramid.

Its 38% revenue increase in Q4 2017 to reach $60.5 billion in earnings is just one indication this platform is the one to watch in 2018.

Then there’s all the hype from media, current Amazon marketers, and every other reputable expert telling us again and again about its promising future.

Amazon marketing strategy

Even if you don’t fully believe Amazon will overtake Facebook or Google, there’s still value to be had in understand Amazon marketing best practices for 2018.

Launching an advertising campaign on this platform can still yield 10X-20X ROI while reaching a highly motivated group of consumers.

In this article, we’ll list out five quick tips to boost your Amazon product marketing strategy.

Keep in mind that launching a paid campaign with an Amazon agency is one of the best options for reaching the top of the search results.

However, here are an additional five Amazon advertising hacks you can use as you determine the strategy that works best for you.

1) Create the Best Amazon Product Title – And Don’t Forget to Optimize It!

The way that product titles work on Amazon goes against almost everything you know when it comes to ranking on Google and the SERPs.

Instead, Amazon marketing practices have shown that a much longer, keyword-optimized title is best.

Compared to Google SEO, this approach is far less consumer-oriented.

Though the title should still be somewhat user-friendly, Amazon marketing best practices rely on a formula depending on the type of product.

For example, small appliance product titles on Amazon should include: Brand + Model Number + Model Name + Product Type, Color.

Amazon marketing strategy - titles

The help page on Amazon has even more title formulas broken down by product.

Use this is your reference to create the most optimized title for your Amazon advertising strategy.

Additionally, use keyword research tools like Merchant Words to find the best terms to include in your title.

2) The Best Amazon Descriptions Use Bullet Points

Keeping product descriptions brief and concise are essential for a successful Amazon advertising strategy.

Most people skim web content more than print.

Make your Amazon descriptions more “skimmable” by condensing them into bullet points.

Amazon marketing strategy - bullet points

A few of the best practices for using bullet points in your Amazon product marketing strategy include (yes, this list’s format is intentional):

  • Begin each bullet point with a capital letter
  • Include the most exciting and important details as the first few points
  • Avoid including pricing or coupons/promotions
  • Use sentence fragments instead of full sentences with end punctuation

Additionally, bullet points in the description are another opportunity to insert target keywords.

Use the terms and keywords that people are using the most when searching for the same or similar products.

3) Opt for Enhanced Brand Content (It’s Free!)

Since rolling out the beta version of Enhanced Brand Content (EBC) to Amazon marketers in November 2016, the platform has expanded to include all registered sellers.

Essentially, EBC is an Amazon advertising tool for creating a product page that appears highly curated.

Compared to traditional listings, EBC has more room for product descriptions, images, and other types of rich, visual content.  

Amazon marketing strategy - EBC
Image source:

The benefits of such a tool for Amazon advertisers range from boosting ROI on paid ads to enhancing brand value and affinity.

By getting your brand to stand out from competitors, Amazon users will be more attracted to your page.

As a result, they’ll be more inclined to browse, get to know your brand, and make a purchase.

And don’t forget the best part of Enhanced Brand Content: it’s free!

4) Break Up the Product Description With Basic HTML Markup

It’s pretty clear at this point that many Amazon marketing practices focus on the product description.

This is the area that’s important for both customers and your search rankings.

Even though this content often appears at the bottom of the page, it’s not a spot to overlook.

Basic HTML markup is similar to the Amazon product marketing strategy of including bullet points.

Both are intended to make content more digestible and appealing to potential customers.

Avoid creating a block of text all in one paragraph.

Instead, basic HTML markup like boldface, italics, and line breaks can help highlight certain features and make it easier to read overall.

Amazon doesn’t allow marketers to use any other type of HTML.

So, use even basic markup to your advantage and create product descriptions that are eye-catching and compelling.

5) Pay Attention to Customer Reviews

The importance of peer reviews for your Amazon advertising strategy cannot be underestimated.

The same value applies to customer reviews on Amazon product listings.

About 68% of people form an opinion about a brand after reading 1-6 reviews.

And, 58% of them place the most emphasis on overall star rating, as opposed to quantity of reviews or the sentiment expressed within them.

Amazon marketing strategy - customer reviews
Image source:

Though you can’t control your star rating or edit the reviews written about you, it’s still worth gathering as much feedback as possible.

When asked by a brand or company, 71% of people are willing to leave a review.

Take advantage of this in your Amazon marketing, start asking your customers to write a review after a purchase.

Even if every review isn’t glowing, you can count on the negative ones becoming averaged out by the positive.

As you amass an inventory of positive reviews, you’ll watch your star rating and ranking soar.

In order to keep up with reviews (and respond to negative ones), you can use automated alert tools.

Among those available to Amazon advertisers, there’s AMZFinder, Feedback Genius, and more.

Staying up to date with customer reviews can alert you to any negative ones.

Additionally, the trends that emerge from reviews can help you formulate your Amazon product marketing strategy moving forward.

Optimizing Your Amazon Marketing Strategy for 2018

With these five tips in mind, you can quickly maximize the success of your Amazon advertising this year.

Whether you’re running paid ads with an Amazon agency or just starting out with Amazon marketing, these best practices are quick ways to improve.

There’s a reason Amazon advertising is ranked among AI and AR for the digital marketing trends of 2018.

Get on board with marketing on this platform, and watch revenue climb.

GROWTH HACKS Tips & Tricks

Taktical Growth Hacks – #77

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Growth Hacks:

Taktical Growth Hacks - hashtags

Growth Hack #1 – Reconsider Your Instagram Hashtag Strategy to Boost Engagement: looked at 115 million Instagram posts.

They found that – on average – the more hashtags someone used, the less engagement they got.

This could mean that:

Quality, engaging content is more important than a bunch of irrelevant hashtags

– The most popular influencers are onto something, because they use hashtags differently than the average user, and they still get high levels of engagement.

– The average could be hurt by poor posts that use hashtags

Engagement isn’t too affected by hashtags. They could help users find your content faster, but it doesn’t mean they’ll enjoy it.

It’s important to also note that the data could be correlated, rather than causated. E.g., people that use a ton of hashtags don’t get much interaction, anyway!

Here’s a tip: Instead of hashtagging everything, think about directly tagging users. This will actually increase the engagement on your post.


Growth Hack #2 – Get More Organic Traffic by Keeping Your Content Fresh:

Continuously update and rework old content to keep it from losing traffic.

Here’s how:

1. Go to Google Analytics and select a window of time – this could be anywhere from the last week to the last month. Compare this to the same date range last year, being sure that the dates line up.

2. Access Landing Pages by going to Behavior –> Site Content.

3. Add a second dimension: “Default Channel Grouping”.

4. Narrow it down by setting up an advanced filter to only look for “organic search”.

5. Select all rows by adjusting the numbers at the bottom of the page.

6. Select “show rows,” and export the following data to CSV.

By following these simple steps, you can boost your content’s organic traffic, regardless of its age.


Taktical Growth Hacks - Twitter

Growth Hack #3 – Increase Your Twitter Following By at Least 25% With These Easy Steps:

By following 100 of the right Twitter influencers every other day, studies have shown that about a quarter of the people you follow will return the favor. This means you’ll see a steady boost in both followers and engagement.

Here’s how to find your next followers:

1. Log in to Buzzsumo and select “Twitter Influencers

2. Search your target term

3. Make a list of all the resulting handles

4. Visit “Twitter’s Advanced Search” and insert the handles into the field (Clarify ‘people’–’mentioning these accounts’ OR ‘to those accounts’)

5. Search to find everyone who loves to share similar information


In Depth Article:

The Keys to Trello’s Incredible Growth


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How To Guides

Here’s What It Takes to Succeed At Instagram Story Ads

Do you know what Instagram Stories are?

That’s a question every PPC marketer should be able to answer with a confident “yes”.

But do you know the best strategies for marketing through Instagram Story ads?

One of the reasons this is one of the best social media marketing tools is that Instagram Stories exploded in popularity since it was first introduced in August, 2016.

By the end of 2017, it had over 300 million daily active users, surpassing the 173 million DAUs of its main competitor, Snapchat.

Instagram is also considered the number one platform for engagement.

A recent study of social media influencers with a large following of daily engaged users found that 60% of them identified Instagram as the top platform for engagement.

Of the 300 million Instagram Stories accounts, a third of the most viewed stories come from businesses.

An additional one in five stories earns a direct message from viewers.

The good news is that setting up your Instagram Story advertising strategy is incredibly simple.

This is thanks to the fact that it’s integrated directly into Facebook’s Business Manager.

Instagram Story ads

Despite all of these advantages for advertising on Instagram Stories, it’s still a platform under-utilized by many Facebook marketers.

In this article, we’re consulting with Instagram Story ad expert and Taktical Paid Media Account Manager, Haley Preininger, for her Instagram marketing tips.

To do this, we’re taking a look at specific examples of great Instagram Story ads.

We’re looking at why their Instagram marketing strategy works for their target audience given the objectives they’ve set out.

With these tips in mind, you can approach Instagram Story ads with the knowledge of what works best on this platform.

Then you can leverage the app for all the benefits it offers for engagement, loyalty, and sales. 

How to Tackle Instagram Marketing Head-On With Story Ads

As mentioned before, many PPC marketers shy away from Instagram Story ads.

One reason for this is that the ad creative specs require different dimensions (1080×1920) than the standard needed for single image ads (1200×628) and carousel ads (600×600).

Also, there is less creative freedom since there’s no ability to add any headlines or text within Business Manager, unlike with other ad placements.

In fact, your creative strategy must be entirely adjusted for advertising on Instagram.

It all comes down to this: With Instagram Story ads, you only have a second to get your point across before someone clicks through to the next story.

These users are savvy, and Instagram ads are quickly identified as promotional content then swiped through.

This is partially due to the fact that Instagram Stories are the highest form of organic, real-time content.

As a result, this area within the app is not nearly as flooded with ads as a newsfeed.

For Instagram advertisers, this is a disadvantage & advantage.

  • Disadvantage: People are more likely to recognize your content is an Instagram ad and quickly tap through.
  • Advantage: You have a consumer’s undivided attention, since the advertisement takes up the entire screen

Instagram Story ads - Instagram live

Take into consideration this Instagram advertising tip from the pros: Evaluate your target demographic and decide which creative format will be the most successful to capture their attention.

There are multiple types of Instagram ad objectives that will dictate what kind of creative will be most successful:

  • brand awareness
  • product engagement
  • sale promotions

Let’s take a look at how to succeed with each.

Build Brand Awareness Through Instagram Ads By Telling a Story

If your product or service has an interesting story to be told, using a video as an Instagram Story ad for brand awareness is an excellent strategy.

In this case, a photo will not suffice because you are trying to tell an entire story.

This type of brand awareness works better on the Instagram Story platform than any other social media.

The reasons for this is that millions of people go to the app each day to literally “watch a story”.

And with over half of Instagram users following a brand, it’s pretty likely the story they’ll be watching is related to a business.

However, for an Instagram advertising strategy to be successful in achieving brand awareness, you need to start at the basics: with an engaging video.

This comes in the form of clear and aesthetically pleasing visuals with engaging subtitles, like the example above.

Achieve Greater Product Engagement By Targeting the Right Audience

Taktical client, Peepers, offers quality reading glasses at affordable prices.

They cater to an older, female demographic (women 45+).

Sure, their target demographic is older and not traditionally considered to be active on Instagram.

However, this placement is still worth testing since the competition is lower.

With the target demographic in mind, it is important to approach the creative strategy for Instagram marketing differently to achieve greater product engagement.

For Peepers Eyewear, Haley kept this in mind to produce compelling Instagram Story ads that she knew would resonate with the audience.

As she puts it, “The creative strategy was to clearly showcase the unique type of glasses (Focus eyewear, which is good for looking at screens all day), while outlining a short value prop at the top of the Instagram ad.”

Instagram Stories advertising

In the case of Peepers, the older demographic does not need the Instagram Story ad content to be as organic.

This is not the younger, more suspicious audience that’s viewing it.

Instead, her Instagram marketing strategy was structured around the fact that the creative can be very simple and to the point.

There’s no desire to hide that this is an ad for reading glasses.

Here’s the proof this strategy works, based on how the Peepers Instagram Story ad performed:

  • $0.20 CPC
  • $0.25 per website content view
  • 2.06% CTR
  • $1,945.41 in sales
  • 5.22 ROAS (1-day click attribution window)

The lesson here is that you can’t make assumptions about performance when advertising on Instagram Stories.

Instead, you must always test first.

This is true regardless of your target audience and demographic.

Promote More Sales By Tapping Into Audience Preferences on Instagram

Chinese Laundry is another successful company (and Taktical client) that has enjoyed the benefit of more sales from  Instagram Story ads.

The target demographic of Chinese Laundry is primarily younger.

Therefore, the content cannot be as simple as Peepers since the younger demographic is more resistant to advertisements.

Instead, it needs to look as organic as possible.

Boomerangs are the best option for this objective.

Boomerangs are a type of video format exclusive to Instagram.

They’re ingenious to use when advertising on Instagram because the style helps disguise the fact that the ad does not belong in a user’s feed. 

As we’ve mentioned, younger Instagram users are wary of ads in their feeds. 

As a result, they’re more likely to scroll right past them without viewing if they are too obviously promotional.

This Chinese Laundry Instagram Story ad successfully utilizes the boomerang format to hide that it’s sponsored content.

Just how successful was this Instagram marketing strategy at boosting sales?

Let’s break it down by the numbers:

  • $0.19 per click
  • 2.02% CTR
  • $0.14 per content view
  • $0.99 per add to cart
  • 64 purchases
  • $6,415.88 in sales
  • 5.57 ROAS

Pretty impressive performance on just one platform.

Another Instagram advertising tip to keep in mind: Branded text overlay should not be used in boomerang ads.

This would flag it as an advertisement and therefore negate the effect of using this format.

Instead, you should use the text overlay provided by Instagram when you post a boomerang.

You can do this by uploading the boomerang into your Instagram account, adding the text, and then re-downloading the ad.

To make the text aesthetically pleasing (which is a big factor for the younger demographic), you can customize the highlight behind the text, like in this Chinese Laundry Instagram Story ad.

This also makes your text stand out.

Stop Fearing the Instagram Story Ad

Considering the fact that many PPC marketers still haven’t leveraged the benefits of advertising on Instagram Stories, you have an opportunity to get ahead of the pack.

Using the insights and examples above, you can develop Instagram marketing strategies that appeal to your target audience, no matter who they are.

As we’ve made clear, Instagram Stories are a platform that can appeal to any range of demographics and user types.

The key is to tap into what type of content and creative resonates best with your audience.

Then, you need to test and optimize until you can create an Instagram Story ad that fulfills your objective.

GROWTH HACKS Tips & Tricks

Taktical Growth Hacks – #76

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Growth Hacks:

Taktical Growth Hacks - UGC

Growth Hack #1 – + 300% CTR With User Generated Content:

Online companies that highlight user generated content in their ads increase their CTR by 300%, and decrease CPC by 50%.

Here’s three ways you can start using UGC right now:

1. Release a branded hashtag.

2. Announce a photo contest.

3. Launch a giveaway.


Growth Hack #2 – Use the Right Sources to Get People to Trust Your Brand:

Nielsen conducted a global survey to determine the sources that consumer trust most.

Here are the top 6:

1. 86% of respondents trust recommendations from people they already know.

2. 70% trust branded websites.

3. 66% trust other consumers’ opinions posted online.

4. Articles/editorial content: 66%

5. Brand-sponsored online content: 61%

6. Emails and newsletters they subscribed to: 56%

Note: 30% of people suspect a brand is censoring or writing fake recommendations if there are only positive reviews.


Taktical Growth Hacks - lead magnet

Growth Hack #3 – How to Make Lead Magnets Work for You Beyond the Opt-In:

Lead magnets and downloadable/free content or offers can incentivize people past the top of the funnel phase.

When you use lead magnets further along the funnel, you can:

– get more information from subscribers (e.g. phone number, job info)

– boost their initial purchase/re-purchase intent

Source: 500 startups

In Depth Articles:

Instagram Statistics: The Big Lessons from our Study of 115 Million Posts

Content Optimization: How to Make Content Better


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