With the move towards rewarding beneficial UI development for mobile websites, Google is now giving full weight to Tabbed content, previously looked down upon for Websites viewed on Desktops as you could hide large portions of text to try and get a SEO injection, although this technique is beneficial for Mobile website design as it givens a more User-Friendly interface when view multiple sections on a website when viewing on a mobile device. Tab content includes but not limited to standard tabs, Accordions and Toggled content.
The concept of online marketing had burst upon the scene about five years ago and since then has increasingly gained popularity. AdWords from Google is the greatest advertising tool that still reigns supreme. But it is being challenged at every step by the Facebook Ads tool from the social networking site Facebook which has become the next best alternative to advertisers using online tools.
Though it is a newcomer to the scene of online advertising, the ROI provided by Facebook Ads to advertisers doing their online advertising with its help has been very impressive.
So what is the secret of the increasing popularity of Facebook Ads over Google AdWords?
- Big Data
Due to the amount of personal detail everyone is willing to give, in addition to being tracked via their phone; Facebook knows so much about us, it is like a continual census running 24/7. Consider, Facebook knows you gender, age, location, movements, friends/connections, interests and much more. This may seem intrusive, yet the Big Data stored allows for very targeted marketing never seen before, much more than Google is able to achieve at this time.
- Competition is less
Facebook, initially known as a social networking site whose real potential as a tool for online advertising only recently has become apparent. As compared to Google AdWords, the competition on Facebook to advertise is very little, yet as more people start to use this, it will change, so now is the time to advertise prior to Facebook becoming cluttered with ads.The number of users of Google AdWords has increased substantially during the last few years. Because of the stiff completion for space Google has increased has imposed strict rules. The cost-per-click has also gone up considerable, and is another reason the Facebook advertising platform is more attractive, due to the cheaper cost to advertise.
- Targeting the audience accurately
Due to the Big Data kept on Facebook users, marketers can target very specific types of people, their behaviours, interests and demographics, making for a very powerful tool that can also be used for market research and at a fraction of the cost you would have paid previously.
- Impact of images
As Facebook allows the use of Images and Video, it increases the interaction with their adverts, especially when compared to the dated Google text based adverts on their search results. Images play a very important part of advertising and text only limits the effectiveness of advertising.
- Larger number of impressions
The 6 billion hits per day for Google users has been left quite far behind by 100 billion hits per day for Facebook users. As Facebook receives approx. 20 times more traffic than Google, you have the potential for a much larger and diverse audience to reach.
- Less cost-per-click
Putting ads in Facebook Ads is cheaper than putting it on Google AdWords. This would mean a great deal to a small business just starting with online advertising. On an average, the cost-per-click on Facebook Ads comes to $1, and can be much cheaper if your adverts for related to the audience reached.
Do all these factors in favor of Facebook Ads, Facebook is threatening to Google AdWords. Undoubtedly Facebook Ads should be considered for online marketing, yet research should be done as to how you will advertise on this medium, as even though it looks much better than Google, the Google adverts are usually shown from people actively searching for something, while Facebook adverts are usually pushed in front of people dependant on the adverts campaign goals.
I find many businesses sending traffic to their websites front page or similar via Google Adwords, Facebook Ads and other means. The main issue is that these types of website pages have much distraction, not always relevant and usually lacks a clear call to action. A landing page should have 1 clear topic with a relevant Call to Action and no other distractions, this way it is easier to measure and analyse results, plus you can re-market to them. Whether doing Google or Facebook ads, always use the Facebook tracking pixel as it allows you to re-market to potential Customers/Clients depending on the Action/In-Action taken.
Landing Page and Facebook Tracking
As an example, consider you are doing a Google Adwords Campaign and sending people to a Landing Page (P1), the Facebook tracking (Facebook Tracking Pixel) tracks them on this page and if they take action they go to the a Thank You page (P2) they are also tracked.
Now in Facebook you can market to those people that went to (P1) and didn’t go to (P2) as to push them over the line, or market to people that went to (P2) and up-sell them, be social or more, as people that have taken one step with you are more likely to do it again.
This can also be applied to your Shopping Cart, as a follow up to someone abandoning the shopping cart due to whatever reason (Kids, Cooking a Meal, etc…) has proven to increase sales by up to 62%.
Consider being able to market to people depending on what actions they take on your website today, to improve not only sales, but customer service as well.
A customer may decide to buy a product or not based on the first 5 second of seeing your website, and some websites don’t convert at all and are a waste of time and resources. Creating an attractive website doesn’t mean you have the perfect website and that it will convert, in fact too much design can detract from your products/services all together. Some of the best selling websites are simple and sleek, meaning the focus is on what you are trying to sell, and not he pretty lights, complex navigation, verbose text or poor design.
One of the key characteristics of a user-friendly website is the ease of use with which the visitor can browse through it. Give the user a few options, as confusing potential customers and you will end up pushing people away. A user-friendly website is a must for a company to grow.
Tips for making a website more user-friendly:
1. Choose the colours smartly
Colours are important for the website as each of them portray a different meaning, yes you need to understand the psychological meanings of the colours, as to customise it to your product/services.
- Blue: Honesty, Trustworthy, Stable
- Green: Relaxing, Envy, Eco-Friendly
- Purple: Royal, Luxury, Creative
- Red: Love, Energy, Sale, Anger
- Black: Bold, Rich, Evil, Elegance
2. Use simple and informative content
Use simple words in the content so a greater audience will be able to easily understandable, this can be different in the case of website selling technical items that require complex descriptions. Use images to help customers visualize the product and use white spaces to keep the content clean, meaning do not clutter text and products all together.
3. Organize the information
Most visitors spend only five seconds to go through a website and decide if they will stay. If the information on the site looks very well organized, then the customer feels more confident that the information is legitimate and will go through the content more. If it is not, then the visitor will most likely leave.
4. Give a simple URL name
If the URL (Domain) of a website is easy to remember, they are more likely to return and also share with others in conversation.
5. Making mobile compatible website
Since 2014, mobile phone have been used to access the internet more than PCs and with a large majority of people using mobile phones to find businesses, check out products/services, review and more, it is a must nowadays; even considering the Mobile Layout as a priority over the Desktop/Laptop look and feel.
6. Handling of errors
Code Errors show not be displayed on a Public website; such information should only be used to debug the website either during maintenance or on a staging server the public can not see. The public seeing Code Errors and output of codes, is a large turn off and creates trust concerns.
7. Update your website frequently
Most websites are not like a retail store, where you see people moving and doing things, a website is usually very static and having old information can be very off putting and concerning to potential customers. Make your website look active, either by having up to date details, recent news/events or share active Social Media accounts on your website to show you are active.
8. Minimum time required to load
You want your website to open up in seconds, nowadays many websites use CMS like WordPress, Joomla, Drupal etc… and most of these either have caching or you can install a caching plugin to make the website load much faster. Many of these plugins will help minimise the includes on your website, this in itself is a full discussion, for now you can use the Google Speed Test to check out tips on areas you can improve your website speed.
Google Speed Test: Click for Website
9. Provide information for contacting you
It sounds simple yet is it very important to seem legit, so provide as much details as you can so people can verify who you are. People want to feel safe about a purchase or dealing with another, you want more than just an email, have your phone number, address and any Business identifiers. Again, there is a lack of human connect with most websites, so you need to create an atmosphere of confidence that you are genuine.
10. Sharing information on social media
Social Media sharing can help to make a website look active, this is very important, as discussed previously, a website is mainly static in the sense it is not a retail store that you can talk or see people moving around in. Social Media is very good at creating your brand and adding that human touch to your website.
Due to the potential Social Media has, such as viral spread, many companies are pouring large amounts of money into advertising, only to become frustrated due to the low conversion rates and/or purchases.
If we look at some of the statistics we find on Social Media, 92% of people trust recommendation from a peer and 70% trust a recommendation from someone they don’t even know.
Yet what many companies are not considering is that an Advert is a forced recommendation, it is pushed out in front of them; Advertising and other PAID Social Proof have less than 40% trust level due to this.
Also, when companies advertise we see them mainly redirect people to their website, this adds to the reduction of trust, as if you can keep people within the Facebook platform, it helps retain the trust of that environment.
With website pages (Landing Pages) people are sent to, we find the following mistakes:
- Landing Page
Don’t use your Homepage as the Landing Page, as it will usually have too many distractions reducing your conversions and action taken. You need a dedicated page with One Call to Action, this allows you to measure
Social Media platforms such as Facebook allow you to track traffic on your website, meaning you can track what action or in-action they have taken, and you can re-advertise to those who previously clicked on your advert yet didn’t take any action.
- Landing Page Relevance
You need a dedicated page that is customised to the advert, especially using keywords specific to the advert as this will help reduce the price of the Ads.
You should have testimonials as it adds a level of trust, not as much as Social Media recommendation, yet it may be close.
- Associations/Media Mentions
If you are part of any associations or mentioned in any media, add their logos; this again adds a level of trust especially if the people can recognise the Logos.
This is just the start of optimising your marketing campaigns, always Split-Test, Measure and Repeat to determine what your audience reacts to the best, as one method may work for others, yet not your business, yet the above if a good basis to start with.