When it comes to amplifying earned media with paid ads, Ozmotik users have access to post-click engagement analytics to help them understand what’s really working.
Everyone else who amplifies earned media rely almost entirely on CTR and CPC metrics to evaluate performance, but that’s typically a bad idea.For example, A/B testing of creatives for the lowest CPC and highest CTR doesn’t guarantee you’ll get the greatest number of engaged users. An intriguing headline can generate efficient clicks, but may set the wrong expectation, resulting in high bounce rates and poor engagement.
In lieu of access to Ozmotik data, you can evaluate performance based on the number of referral clicks generated from earned media coverage that you boost. Of course, this assumes that you’re promoting earned editorials that include links back to your website.
Whether you’re working with us, or leveraging GA and looking at referral clicks as a proxy metric, here are 5 tips to optimize amplification of earned media:
1. Promote multiple coverage of the same story.
Optimize towards the best performing coverage. For example, you may find that innovation stories about your brand featured on general interest/news sites outperform those on vertical topic blogs. Shift resources towards what’s working.
2. Run with multiple Content Distribution partners.
Don’t just amplify with one partner; use Facebook, Twitter, Taboola, Outbrain, LinkedIn and others. Evaluate each partner’s performance and optimize resources towards the ones who drive the most qualified audiences.
3. A/B test creatives.
Create multiple variants of titles, images, and descriptions, and optimize towards the best performers. Do specific creatives generate views of earned coverage that result in clicks back to your site?
4. Vary your targeting parameters.
If your target is M/F 18–34, try setting up multiple campaign line items: one to target M 18–34, and the other F 18–34. Dig in to find out whether one demographic exhibits a greater response than others.
5. Retarget qualified audiences.
Someone who clicks on a review of your product or service indicates some level of interest/intent. Create a segment of these users for remarketing. You’ll find these audiences will be more receptive to your remarketing, since you’ve prequalified them. (Ozmotik users are able to fire remarketing pixels based on specific engagement levels, e.g. users who viewed the entire editorial writeup and/or engaged for 30 seconds or more.
All these strategies are possible without a partnership with Ozmotik; however, they will require more upfront planning and thorough campaign design/execution in order to achieve the best results.
For instance, if you’re working with multiple distribution partners (as you should) to amplify the same piece of content — let’s say an article on Forbes — it’ll be difficult to discern how many clicks each partner was responsible for driving back to your website, since all referrals will show up as coming from Forbes.com. One way to solve this is to run media with each partner over discrete flight dates, and then optimize once you’ve tested and measured each partner’s performance.