Do you have any idea what the largest source of traffic for your business might be? What about which social platform brings the most visitors to your site?
Having access to such data would be amazing! It allows you to maximize efficiency and focus on what’s already working best in your marketing.
So, what’s the secret to all that?
UTM tracking codes…
In today’s post, you’ll learn what UTM codes are, what makes them critical for your marketing success, and how you can create them on your own.
Let’s dive in.
What is UTM Tracking?
UTM tracking is a technique that uses snippets of codes to track website traffic and evaluate the effectiveness of digital marketing campaigns.
UTM codes are made of two parts — the URL parameter and the tracking variable, both of which come at the end of the URL.
The URL parameter starts with “?utm_”, then one of the five parameters you want to track.
The tracking variable comes after the “=” sign and it could be anything depending on the parameter you’ve chosen. For example, if you’re tracking the source of your traffic, your tracking variable could be “Google”, “Twitter”, “Facebook”, etc.
Your final UTM code should look something like this:
The UTM code in your URL won’t make any changes to your content. So, you can delete it at any time and still have your page working perfectly.
Why Is Tracking So Important For Marketing Success?
Traditional marketing relied heavily on non-targeted campaigns that spoke to no one in particular. Companies used to spend the majority of their budgets on prospects that had zero interest in those offers.
Without any feedback or data, they continued making the same marketing mistakes every time and lost millions of dollars in the process.
But with digital marketing, everything has changed…
Businesses today focus on smaller audiences with a much higher interest in their promoted offers. What allows them to do that is the wide variety of tools available when it comes to tracking, evaluation, and feedback implementation.
If you ever run an ad on Facebook, you’ll have some data available to you after the campaign. Based on that, you can identify what works and make better marketing decisions in the future. Which allows you to maximize sales while minimizing your ad spend.
Adding a simple tracking script on your ads in Facebook will help. In this advanced example, we’re using dynamic variables to track campaigns and more details from ads:
CBD and hemp products are one of the fastest-growing trends in the market today. Thanks to the recent law changes, the CBD market is expected to reach $16.32 Billion by 2026 (GlobeNewsWire).
One in seven Americans personally use cannabidiol based products, that’s 14% of the US population (Gallup) that use CBD-derived products.
There’s a huge first-mover advantage for CBD companies looking to dominate the market. The competition is at its lowest, and people are eager to learn about these new substances.
By seizing a good market share at such an early stage, you’ll guarantee your brand’s success for years to come when you advertise and consistently build content and serve your audiences.
So, that makes you wonder:
What’s the best way to advertise CBD/hemp products online?
A Brief CBD Introduction…
CBD or cannabidiol is an ingredient of cannabis. However, legal CBD is not psychoactive, and not part of any of these groups: stimulants, depressants, opioids, and hallucinogens. Psychoactive drugs affect the body’s central nervous system and are different from legal CBD.
THC (tetrahydrocannabinol), an ingredient of cannabis, affects the classic symptoms of feeling “high”.
However, Hemp-derived CBD contains a maximum of 0.3% THC and is the legal limit for selling CBD products. The passage of the Farm Bill in 2018 made it legal in the US to sell hemp and hemp-derived products. Still, there are certain restrictions, and also state-by-state.
Many people find CBD to help with (although not scientifically proven):
Anxiety & depression relief
Easing or reducing migraines
Treat or alleviate certain skin conditions
Other benefits, acting as an antioxidant, for example
There are many CBD products available, with product types like:
CBD tinctures (drops)
Edibles (chocolate infused, coffee, etc.)
Creams, skin salves (help with inflammation or arthritis)
Capsules (tablet form)
Isolates (powder form)
Vaporizers (“vaping” products)
CBD for pets (a specialized niche within the CBD niche)
Additionally, there are nasal sprays, candy, gummies, and candles that further reveal the variety of ideas within the popular CBD niche.
When advertising on any ad platform, and especially using Facebook & Google, do NOT try to circumvent the systems or go against their policies. As a matter of fact, this is a wise rule to follow overall… and certainly when targeting the CBD market.
1 – Facebook, Instagram, Google Ads (Search & Display)
Facebook and Google are two of the biggest advertising platforms today. They allow you to display your paid ads to a large customer base to boost sales and grow a successful business.
These platforms are super suspicious around cannabis and hemp-derived products. Many advertisers are facing challenges when trying to run ads on Facebook and Google. Hemp (topicals) are ok at this time, but stay on top of the advertising guidelines for Facebook and read the ad policies for Google. You can’t make any medical claims about its benefits, or that your CBD products can cure or prevent serious illnesses.
Check local state laws before selling
Source tested and high-quality CBD for your products
Label your products clearly and provide certification
Understand how CBD works and carry out in-depth research
There is a lot to consider when setting up a CBD business and advertising, but thankfully…
We have found successful ways to overcome these restrictions. You can be creative too and find unique ways to advertise on these programs without violating ad platform policies.
Here’s a shortlist of great ways to advertise on Facebook & Google (search) while staying compliant.
(We’re using an example on topic “pain relief”, but you can (and should) try multiple wellness/health angles):
Run multiple ads for topicals – like “hemp” (not CBD). Mention things like “try our new survey.” And for the pain relief angle – present a special offer/coupon that can “soothe your discomfort.”
Send clicks to website content with an authoritative voice around “pain relief.” Capture their email and send educational materials, information, blending in offers as appropriate. You should be building your email list at all times, naturally.
Run ads to a survey page (https://www.research.net/) – with a health/wellness focus. Implement logic to direct offers (discount codes they can use) based on their answers. The resulting page provides a button/link to your website and shopping cart. Keep it closely tied to “hemp-derived” wellness products (capsules, gummies, tinctures, pain cream, pet joint support, etc.) *See example of survey questions below.
Capture their email for your email list (remember: no spam, build your brand, and become a trusted authority). You can now create offers that are directly tied to your CBD products from email broadcasts.
For a wellness/pain relief survey, here are questions you might ask:
During the past two weeks, how often have you had sleeping problems, or not waking up refreshed? (yes-often, yes-but not often, not bothered by it, I sleep great)
In a typical week, how often do you feel anxious or stressed at work/home? (always, most of the time, about half the time, once in a while, never)
How much would it increase the quality of your life if you slept better and/or had less stress? (a great deal, a lot, moderately, a little, none at all)
For Facebook, create a business page as usual. Keep content minimal and within guidelines. It’s for advertising only. You are not using this page to grow organically.
Use retargeting strategies with AI-driven ad platforms like Adroll.com (yes, you can run CBD offers directly, but your site must be pre-approved and on a case-by-case basis)
Remember to track the statistics and measure against your KPI’s. Tag all links so they can be easily tracked and reported on inside your analytics. Continue testing and tweaking.
Additional and useful CBD marketing ideas for scaling:
Provide e-guides as friendly bribes to capture emails (no spamming).
Consider programmatic advertising on 3rd party platforms, like Vana and Fieldtest.
Influencer marketing opportunities: reach out to influencers that are related to your products and offer them a starting package.
Podcasting is more popular than ever. Review podcasts for your market and reach out to the owners with an opportunity for links and shout-outs.
These tactics work well at the time of writing. We use several other strategies that are built on a long-term, growth & brand building focus. (See below for links to sign up)
Stay updated with your national & local CBD laws and avoid doing business in states where cannabis is still illegal. If you are selling CBD products locally via a dispensary, make sure to follow guidelines and watch for any changes in your market.
TIP: To get more quality traffic for your dispensary and cannabis operations, all while staying compliant, visit The SM Services.
You must be sure not to include banned terms like “cannabis,” “CBD,” or other related keywords in your landing page and ad copy. Don’t use emojis with “bee” in words (c-bee-d) either!
2 – Third-Party Ads
Third-party ads can be a great way to grow your business online. That’s even more true if you’re going to focus your marketing on native advertising.
Native ads are a type of online ads that match the appearance, function, and form of the content on the page. This kind of advertising doesn’t interrupt the user experience. So, that makes viewers more likely to notice your message and interact with it.
Unfortunately, there are still some ad networks that do not accept CBD/Hemp related products.
Your options here are limitless.
Many third-party ad programs are aware of the benefits of CBD-derived products and allow their advertisement.
You can reach millions of users on different websites and grow awareness around your brand. Better yet, you’ll have fewer regulations and restrictions to deal with.
3 – SEO (Search Engine Optimization)
SEO is a strategy based on creating content and optimizing it via keywords and links to rank high on Google’s first page. When people search on Google for related terms such as “CBD” or “cannabidiol,” your site can appear at the top.
These users will then visit your pages and get their questions answered, which helps promote your brand as a leading authority in the industry.
You can then convert those visitors into loyal clients via smart sales funnels and e-commerce shopping systems like:
Another way to go about this is to focus on smaller markets with local SEO. You’ll target local consumers where cannabis-related products are legal and can be purchased. Include local ranking signals for Google to show up high in the local map pack.
4 – Email Marketing
Email marketing is a winning marketing strategy for CBD companies for one reason:
It gives them full autonomy.
Building a list of email subscribers allows you to reach out to your audience whenever you want. You can keep them updated with your latest brand announcements and products for no cost.
The restrictions this time are enforced by your subscribers. Email marketing is a pure value-first marketing strategy, and your prospects can smell when they’re being used.
You have to familiarize your prospects with your brand by sharing helpful content. And you must prove your expertise if you want to keep your audience interested in your offers.
Wrapping It Up
Most advertising platforms are still testing the waters when it comes to CBD and hemp. But, there are lots of ways you can bring attention to your products without violating any policies.
Looking for an efficient strategy to grow your CBD business faster?
Chaosmap offers professional CBD and hemp-products website development, advertising & marketing services. We provide expert advice and consulting on how to turn your company into a profitable business, including scaling an existing, proven business.
Are you spending $100k+ on Facebook or Google monthly? If that’s the case, this post is for you.
Millions of brands are competing on Facebook for attention and clicks. And as the market gets more saturated, users grow tired of seeing the same offers. With large budgets, frequency grows and similar, repeating ads lose traction. Your KPI’s are not what they once were.
Your prospects want to be inspired and convinced of your value proposition. And the best way you can highlight that is through a great headline (yes, the offer and creative matters too).
Here are five tips for writing brilliant Facebook Ad headlines that convert:
1- Use Emotional Adjectives
Human beings are emotional creatures that react to the world based on their feelings. Thus, your audience’s perception and actions are guided by the words you choose to use.
Emotional adjectives help you set the tone, feeling, and emotions in your sentences.
They could either be positive:
Learn how to use them and your ad campaigns will be ten times more effective.
2- Be Honest
There used to be a time where clickbait and false promises worked online.
Thankfully, they no longer do.
Online consumers have gotten a lot smarter over the years, and they can smell deception when they see it.
Your visitors will be super frustrated if you under-deliver on your initial promise. They’ll leave your website at the drop of a hat.
Be honest with your audience.
Avoid clickbait at all costs and never lie in your headlines. Be sure your content aligns with any initial promise you make.
3- Include Numbers and Precise Metrics
We, humans, love to see numbers in headlines.
Metrics help us quantify the information we’re going to learn. And they give us better expectations on how concise the article is.
That explains why listicles are so popular today.
Here are a few ideas for how you could include numbers in your titles:
X Best Ways to _____ With _____
How to _____ Your _____ in 2020
Key Strategies for Growing Your _____ With 20% Each Year
Numbers could also be used in headlines by featuring stats, dates, and durations.
4- Highlight the Benefits
The question in the reader’s mind always is:
What’s in it for me?
After all, it’s easier for them not to click on your ad than to click on it. That’s why you must clearly highlight the benefits in the headline.
Why should users click? And what will they miss if they keep scrolling?
Tell them exactly what they’ll gain from reading your article. Make a bold promise in the headline and deliver on it.
You may also enhance some fear of missing out by taking the opposite approach. Tell the viewer what they’ll miss if they ignore your ad.
These are popular copywriting techniques used by the largest advertising companies in the world.
5- Write in Second Person
There’s no better way to catch the user’s attention than addressing them in person.
Writing in the second person allows readers to experience the story as if it’s their own. It helps them easily relate to the situation, problem, and solution.
All that makes them more interested in what you have to say.
The next time you’re launching a Facebook ad, be sure to use you, your, and yours in your headlines.
The best advice we can give you when it comes to headlines is to write different variations. As you start to test and learn more about your prospects, the quality of your titles will get much better.
No matter what audience you’re targeting, be sure to keep your headlines short and to the point. Stick to using a natural language with simple words and adjectives. And, check for changing Facebook & Google ad policies (they may have changed by the time your read this!)
Need help growing your business with Facebook Ads?
Competitive research is the first step to growing your business with paid ads. It allows you to learn new ways to serve your target audience and avoid your competitors’ mistakes. And it helps you identify the gaps in your marketing strategies.
SEMrush is one of the best options when it comes to competitor research for your paid advertising. It offers a wide variety of features and tools to guide you through each step of the process.
In this post, we’ll share with you the top three tools on SEMrush and how to use them to run your paid ads.
Let’s get started.
1 – Domain Overview
This tool is crucial for competitive research due to the importance of the data it provides. If you use it right, you’ll save yourself thousands of dollars in paid ads over the years.
Domain Overview gives you detailed reports of your competitors’ sites and online presence. It allows you to check their organic and paid traffic, learn more about their paid ads strategies, and analyze their backlink profiles.
All you have to do is enter a competitor’s domain and let the tool do its magic.
All metrics are split into smaller sections to ease the process for you. And each section offers reports that go into a lot more detail to help you gain valuable insights.
But here’s the best part:
The data is presented on a beginner-friendly dashboard. The user interface makes it easy for anyone to understand the metrics and run comparisons.
2 – Advertising Research
Running a successful ad campaign requires a lot of trial and error. And that can exhaust your budget quickly.
SEMrush has developed great tools to help you overcome that, and save you time as well.
Advertising Research is a set of tools that allows you to run a full analysis of your biggest paid search competitors and generate complete reports.
Each report helps attain in-depth knowledge about your competitors and the techniques they use. You’ll gain access to their best keywords and bids, live ads, advertising strategy, and a lot more.
Other great features in this tool are “Positions” and “Position changes,” which allows you to monitor how your competition is behaving.
You can see position changes in your competitors’ ads in the SERPs. That way, you’ll know what changes they’re making on their PPC strategies.
You’ll discover new competitors you never knew existed. And you’ll get access to data surrounding their highest performing ads. You can also monitor their landing pages and ad copies to see which versions are working best to model in your campaigns.
3 – Ad Builder
Writing an ad copy that works can be time-consuming and daunting for many advertisers. It takes a lot of experience and testing to get to the perfect version.
What if we told you could use your competitors’ highest performing copies and model from them as your own?