For our last post in our Campaign Spotlight series, we’re going to be combining two exciting new campaigns into one – they’re our “Page Visit” and “Read Content” campaigns!
What do These Campaigns Do?
Here at Swell, our team gets excited about allowing our merchants to incentivize not just repeat purchases, but the actions which lead up to those purchases. Many of our campaigns are built based on the philosophy that if you can encourage a consumer to complete a series of milestones that eventually lead to a purchase, the probability of that purchase happening at the end is much, much higher.
Each of these campaigns allows you to incentivize key milestones along the Repeat Purchase Pathway.
Our Page Visit campaign allows you to provide a small incentive in exchange for a consumer viewing a particular page on your site – for example, a new product that you’ve just launched, an upcoming sale, etc.
The Read Content campaign works in a similar fashion, but it’s designed for when you want to make sure that your customers are actually reading the content on the Page you’ve asked them to visit. The campaign is perfect for blog posts, event notices, and much more.
Why Should I Use These Campaigns?
Regardless of whether you’re a small or large business, or whether you operate online or via a physical storefront, encouraging potential buyers to view targeted content is an excellent way to drive incremental purchases.
In customer acquisition-oriented advertising – ads that are focused on convincing a person browsing the internet to visit (and buy) from a website, usually for the first time – CPC (cost per click) has quickly risen in popularity as a way to determine how much the advertiser should pay for each visit to her website (when the visitors come from an ad somewhere else). Why? It’s simple: why pay based on CPM (cost per 1,000 impressions), when you’re not guaranteed that somebody is going to actually click the link in your ad?
The Page Visit and Read Content campaigns allow you to pay only when you’re absolutely sure that a consumer has taken the valuable steps that lead to repeat purchases for your business – visiting product pages, reading about upcoming sales, looking at their account pages, etc. It’s the same concept as CPC, but you don’t have to pay Google, Facebook, or Twitter to find your visitors for you!
How Do I Use Each Campaign?
The Page Visit campaign is as simple as it sounds: you tell us the Page that you want the customer to visit, and we record those visits and distribute rewards as individuals visit that Page.
The Read Content campaign has an extra step to it: to ensure that somebody you’re paying to read your content actually reads it, we also ask you to write a question and answer based on the content.
But don’t worry -- you don't need to be an expert question writer to use this campaign! our merchants to become expert question writers. Our advice is to just craft a very simple question that anybody who actually reads the content will know the answer to (pro tip: the later in the post they have to find the answer, the better!).
If we were filling out the Read Content design screen (shown below) for this post, we might ask a question like "How many points should the average business be willing to pay to users who participate in this campaign?"
We could also have asked questions such as “What is the title of the fourth header in the blog post?” or “What’s the second to last word in the article”, but asking a content-oriented question ensures that the customer has truly taken the time to read what you've written.
How Much Should I Pay?
A great place to start when deciding how much to pay for a Page Visit or Read Content campaign is to look at your current CPC rates; depending on the industry you’re in and types of products or services you sell, these could vary widely, but are a good indication of the value of each click to businesses just like yours.
For example, a 2014 post by AdGooRoo examines changes in CPC rates across a variety of industries. Perhaps the easiest way to get an estimate is to go straight to the source – you can create an AdWords account (if you don’t have one already), try a few keywords related to your business, and see how much Google says the CPCs will cost you. Use that CPC number as a guideline when determining how much to offer for either the Page Visit or Read Content campaign.
Thanks for taking a look at the last installment of our New Campaign Spotlight series! In case you missed our other posts, be sure to read more about our Facebook Page Visit, Twitter Follow, Tweet and Retweet, and Newsletter Signup campaigns as well.
We can't wait to see all of the amazing results that come out of these campaigns!