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How to Maximize B2B PPC Campaign Performance: The Definitive Guide

FRIDAY, APRIL 19, 2024

Digital marketing has made such great leaps forward that it is hard to imagine what it would be like without Pay-per-click (PPC) advertising for B2B companies. According to recent estimates, the global search advertising expenditure alone will amount to $190.5 billion by 2024. PPC can deliver measurable, highly qualified leads and website traffic for B2B brands by targeting relevant audiences and tracking ROI.

PPC results in an average return on investment (ROI) of two dollars for each dollar spent, which is a 200% return. Hence, it is not surprising that more budget is being allocated by B2B firms on platforms such as Google Ads and Facebook Ads, with 16% recording an annual increase of ad spend totaling up to $2bn. It will be important for B2B marketers who want to maximize campaign performance and boost their lead generation rates as we head into tomorrow’s year-round.

This blog outlines the most essential PPC trends, targeting tactics, and optimization best practices that B2B companies should focus on next year. By making these strategic moves, they can get ahead of their rivals while maximizing their PPC budgets.

Video Ads

Video ads are becoming an increasingly important part of PPC campaigns. According to LinkedIn, adding video ads to PPC can improve click-through rates by 20-40% (LinkedIn). There are several key benefits of using video in pay-per-click advertising:

  • Video ads boost engagement. Videos stand out in the ad auction and command viewer attention for longer, which can translate into higher click-through and conversion rates.
  • Improved storytelling—Video allows you to demonstrate your product or service while connecting emotionally with viewers. It can also tell a compelling brand story.
  • Better conversions - Videos help prospects understand your offering faster. Viewers retain 95% of a message when delivered through video compared to 10% when reading text (Vital Design).
  • Lower CPAs - Video ads tend to have lower cost-per-acquisition than static image ads. The enhanced visibility and engagement make video a cost-efficient format.

YouTube and Facebook are ideal platforms for PPC video campaigns. Best practices include keeping videos short (under 30 seconds), highlighting key brand differentiators, optimizing for sound-off viewing, and testing ad variations.


One of the biggest PPC trends for 2024 is the increasing use of automation and AI tools to optimize campaigns. Marketers can leverage automation in several ways to improve campaign performance and save time on manual optimization.

AI tools like AdCreative, Madgicx, and Albert use machine learning algorithms to analyze performance data and make optimization recommendations. These tools can automatically adjust bids and budgets to maximize conversions, generate new high-performing ad copy, identify high-value keyword opportunities, and refine targeting.

The major benefits of using AI for PPC include:

  • Freeing up time spent on manual campaign management
  • Quickly testing and iterating on ad creative
  • Optimizing campaigns based on historical performance data
  • Continuously optimizing campaigns without manual oversight

With increasingly sophisticated AI capabilities, automation can greatly enhance PPC results while giving marketers time to focus on strategy and test new initiatives. Utilizing AI tools will become a necessity for advanced PPC marketers in 2024 and beyond.


Location targeting has become increasingly important for PPC campaigns. With more searches happening on mobile devices, advertisers can laser target ads based on a user's geographic location. According to research, over 50% of searches have local intent, so localization can help connect with high-intent audiences.

There are several benefits of geographic targeting for PPC campaigns:

  • Improved ad relevance - Users are more likely to click on ads for businesses near them.
  • Higher conversion rates - Users searching locally are ready to buy or convert.
  • Better Quality Score - Factoring location improves your ads' relevancy.
  • More localized ad copy - You can tailor ad text with location names.

When implementing location targeting, here are some tips:

  • Research key geographic terms and bid on those.
  • Analyze location performance to optimize bids.
  • Use radius targeting city/region options.
  • Add location extensions to ads.

The takeaway is that hyper-local PPC helps connect with high-intent users who are ready to convert. Utilize geographic targeting options and tailor creative assets for significant locations.

Optimizing B2B Targeting Strategies

When implementing a PPC strategy for B2B, honing your targeting is crucial for maximizing ROI. Several types of targeting can help you reach your ideal B2B customers.

  • Focusing on intent-based keywords that indicate a user is actively researching or looking to make a purchase is an important targeting tactic. For example, using keywords like "enterprise software reviews" or "best CRM platforms for large companies" allows you to target people with that intent.
  • Another effective strategy is leveraging similar and custom affinity audiences on platforms like Google Ads. You can target people who have previously visited your site or engage with similar content. It allows you to hone in on users that match your customer profiles. Affinity groups also give you access to anonymous users based on their interests and characteristics.
  • Additionally, demographic and firmographic targeting can be highly effective. Targeting by job title, seniority, company size, industry, and other attributes ensures you reach the decision-makers most likely to buy your offering.

By implementing a mix of intent-based, similar audience and demographic targeting, B2B companies can maximize the relevance of their PPC ads and improve campaign performance.

Landing Pages

Perfecting landing pages is crucial for PPC success. Dedicated landing pages tailored to your PPC ads can increase conversion rates by up to 50%. Some best practices for optimizing PPC landing pages include:

  • Creating dedicated landing pages for each ad campaign relevant to the offer
  • Matching page content and messaging to your PPC ad copy
  • Using clear, focused CTAs that encourage conversions
  • Minimizing distractions and keeping pages simple
  • A/B testing page elements like copy, headlines, and layouts

The goal is to engage visitors when they land on your site and guide them toward converting. Optimized landing pages can increase conversion rates by as much as 300%. Invest time into perfecting landing page copy, CTAs, and design for each ad and campaign.

Metrics & Optimization

The most important metrics for PPC campaigns include click-through rate (CTR), conversions, and cost per lead. WordStream explains that CTR is the ratio of clicks to impressions - this helps determine how relevant your ads are to the target audience. Conversions show how many users take your desired action, like filling out a contact form or purchasing. Cost per lead then indicates the average amount you pay to acquire a conversion. Tracking these metrics allows you to determine the overall effectiveness of campaigns.

Using analytics tools to keep refining PPC strategies is essential. You can review metrics such as share of impressions and ranking for opportunities to increase quality scores and improve discoverability. In addition, analyzing A/B tests enables you to determine the most effective copy, landing pages, or forms that deliver higher conversion rates.

Tracking performance data regularly and conducting A/B tests will give you insights into optimizing bids, targeting the right keywords/audiences, finetuning ad copies, and improving landing pages. This continuous optimization process is a primary factor for enhancing PPC results over time.

Video Ad Platforms

Video ads are becoming an increasingly important part of PPC campaigns. Here are some of the top platforms for video ads that B2B companies should consider:


YouTube is the #1 site for hosting and sharing videos online. YouTube ads allow you to target viewers by demographics, interests, keywords, placements, topics, and more. Best practices for YouTube PPC include:

  • Using attention-grabbing thumbnails and titles
  • Keeping videos short and engaging (under 2 minutes)
  • Placing your strongest call-to-action in the first 5-10 seconds

YouTube has over 2 billion monthly users, making it a prime platform for video ads.


LinkedIn now allows sponsored video ads on its platform. LinkedIn video ads are ideal for targeting professional decision-makers and leaders. Tips for success include:

  • Using employee testimonials or case study videos
  • Promoting webinars, events, and gated content
  • Retargeting viewers who have watched at least 50% of your video

Over 50% of B2B marketers plan to increase their use of LinkedIn video ads this year.

Automation Tools

There are a variety of AI tools that can automate and optimize PPC campaigns in 2024. Using automation can improve efficiency and performance. Here are some of the top AI tools for PPC automation:

  • ai: This tool uses AI to generate high-performing ad creative and copy variations. It can optimize ads based on historical data and iteratively test new variants. AdCreative can save time spent on manual ad creation and optimization.
  • Madgicx: It specializes in ecommerce PPC advertising. It uses machine learning to set bid strategies, create targeted product groups, and optimize campaigns. Automated workflows improve productivity.
  • Analysis: It has automation capabilities for both Google Ads and Bing Ads. It can identify new opportunities, manage bids, generate reports, and more. The tool aims to optimize ROI from PPC campaigns.

Automation tools like these leverage AI to handle repetitive, time-consuming PPC tasks. Marketers can focus their efforts on strategy and innovation while algorithms fine-tune campaigns. The right automation software can boost performance and free up valuable time.


In 2024, PPC will still be vital to any B2B marketing program. Using the strategies in this blog, B2B companies can enhance their PPC ROI and surpass their rivals. It is high time for B2B businesses to apply these tried-and-true PPC strategies to give them a leg up in 2024. Consider progressively testing and optimizing campaigns according to performance data.

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Social Media Metrics in 2024: The Complete Guide

FRIDAY, APRIL 12, 2024

Measuring success in social media marketing goes far beyond vanity metrics like followers and likes. While these metrics provide a surface-level snapshot, savvy marketers dig deeper into the data to extract actionable insights. Key metrics around engagement, reach, conversions, and more can help set measurable goals, benchmark performance, and optimize your social media strategy.

Relying solely on vanity metrics fails to provide the full picture. You could have millions of followers, yet low engagement rates and minimal website traffic from social. On the flip side, a smaller yet highly engaged audience can drive significant results. The importance of metrics is gaining a nuanced understanding of your social media efforts and progress toward concrete marketing objectives.

Engagement Metrics

Engagement metrics measure how your audience interacts with your content on social media. Some key engagement metrics to track include:

  • Comments - The number of comments on your posts indicates you are driving discussion and interest.
  • Shares - When followers share your content, it extends the reach to new audiences.
  • Reactions - Likes, favorites, upvotes, etc. show your content resonates with your audience.
  • Clicks - The number of clicks on links in your posts shows valuable traffic being driven.

Reach and Impressions

Reach refers to the number of unique users who see your content on social media. It represents the total size of your potential audience. Impressions, on the other hand, count the total number of times your content is displayed. This includes repeat views by the same users.

For example, if a post reaches 1,000 people but gets displayed in feeds 3,000 times, the reach would be 1,000 and the impressions would be 3,000. The same user seeing the post multiple times leads to more impressions.

Reach helps gauge the breadth of your audience while impressions indicate frequency. High impressions mean your content gets surfaced often, though it could involve the same users seeing it repeatedly.

On platforms like Facebook, reach is usually significantly higher than impressions since most users don't see the same post multiple times. On Twitter, impressions tend to be closer to reach since tweets rapidly scroll out of feeds.

Tracking both metrics provides a fuller picture of how far your content spreads as well as how often it gets seen. Benchmarking reach and impressions over time can reveal growth trends and help optimize posting strategy.

According to Sprout Social, the average social media reach as a percentage of followers is around 10-20% on Facebook and 1-2% on Twitter. Impressions are typically 2-4x higher than reach on Facebook and similar on Twitter.

Website Traffic

Tools like SimilarWeb and Google Analytics allow you to analyze the percentage of overall site traffic referred from social networks. You can break this down by network to see which platforms drive the most traffic.

Beyond the volume of social traffic, you also want to track engagement and conversions. For example, monitor the bounce rate for social visitors - if it's high, your content may not resonate once users click from social. Use UTM campaign tracking to measure conversions from social posts and paid ads. Set up goals in Google Analytics to see how social traffic converts on KPIs like signups, downloads, purchases, etc.

Benchmarking social traffic and conversion rates allows you to identify the most effective tactics. You can then double down on high-converting networks and campaigns that demonstrate tangible ROI.

Sentiment and Mentions

Analyzing sentiment and mentions on social media is critical for understanding how your brand is perceived. There are several excellent social media sentiment analysis tools to help track this:

  • Hootsuite Insights offers sentiment analysis across social channels to see positive, negative, and neutral mentions.
  • HubSpot's Service Hub analyzes sentiment from support conversations to improve customer experience.
  • Sprout Social's advanced analytics allow deep analysis of brand sentiment and share of voice.

Regularly monitoring your sentiment and share of voice scores can reveal opportunities to improve perception, address customer issues, and optimize messaging and engagement.

Audience Growth

The most important thing to do on social media is to grow your audience and reach with the use of some metrics. This can be done by keeping tallies of the total number of followers and how fast a user gains new followers. While vanity metrics such as total followers could be helpful, it is more important to ensure that you are reaching out to your target audience as well as high-quality followers who will interact with your content.

All major social platforms provide analytics on audience demographics - age, gender, location, interests, etc. According to the Social Media Demographics report by Sprout Social in 2024, Millennials remain the most active demographic on social media with 68.8% projected users. Additionally, Generation Z has high usage rates on various digital platforms. By knowing who makes up your audience, you can make better decisions about what content and messaging should look like.

Tools like Facebook Insights, Twitter Analytics, and LinkedIn Analytics provide demographic data under audience or followers sections. You can also use third-party analytics platforms like Sprout Social for consolidated cross-channel analytics. Tracking audience growth metrics over time, segmented by factors like age and interests, will give key insights to refine your strategy.

Setting Goals

Setting clear, measurable goals is crucial for benchmarking success with your social media metrics. You need to identify target metrics that align with your specific business objectives. Some examples of goal-driven metrics include:

  • Increasing brand awareness: measure reach, impressions, and growth of followers
  • Driving traffic: track clicks, website visits from social, and conversion rate
  • Generating leads: monitor form fills, email signups, and sales inquiries from social
  • Improving engagement: analyze interactions, comments, shares, etc.

Continuously monitor your metrics versus goals, and adjust your social media strategy if needed to improve performance against your target metrics.

Social Media Analytics Tools

There are a variety of tools available to track and analyze social media metrics, each with its own strengths and limitations.

The major social platforms like Facebook, Instagram, Twitter, LinkedIn, and YouTube have built-in analytics, which allow you to view engagement, reach, and audience data directly within each platform. These can provide a quick snapshot of performance but lack customization and cross-platform reporting capabilities.

For a more robust analytics solution, all-in-one social media management tools like Buffer, Hootsuite, Sprout Social, and Sendible integrate analytics alongside other features like content scheduling and monitoring. They compile data across multiple networks for unified reporting and tracking.

For the most advanced analytics, you can use custom reporting dashboards like Cyfe, Google Analytics, or Databox to build customized reports combining social data with website analytics, sales data, and other sources. These provide maximum flexibility to track social performance against business goals.

How to Improve Performance

After understanding the key social media metrics, you need to use that data to improve your performance. Here’s how to refine your social media strategy:

  • Adjust content strategy based on engagement - Look at metrics like comments, shares, and clicks to see which types of content resonate most with your audience. Then produce more of that high-performing content. You can also refine content length, visuals, captions, etc. based on engagement.
  • Optimize posting strategy using timing/frequency data - Analytics can show you when your followers are most active on social media. Use this to determine the best times and frequency for posting to maximize reach and engagement.
  • Target messaging to audience demographics - Detailed audience analytics help you understand who your followers are. Tailor content topics and messaging to connect better with the age groups, interests, and locations that make up your audience.
  • Leverage analytics to refine overall social strategy - Consider how your metrics stack up against goals you've set around brand awareness, lead generation, etc. Adjust strategy elements like platform mix, ad budget, partnerships, etc. to improve performance against key business goals.

After establishing a firm foundation in social media analytics, it is important to always optimize and improve. This will help you know what is effective and what isn’t, hence enabling you to concentrate more on effective strategies.

In conclusion

When developing a social media strategy, it’s essential to carefully select metrics that are in line with your objectives and provide actionable insights—measured by data instead of vanity indicators. Regularly evaluating performance using evidence-based methods enables firms to fully exploit the power of their social media marketing activities. Continual optimization of your strategy as per the data and insights gathered is thus ensured as performance is tracked against these metrics.

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The Definitive Guide to Conversion Rate Optimization (CRO)

FRIDAY, APRIL 05, 2024

Conversion rate optimization (CRO) is the systematic process of improving the percentage of website visitors who take a desired action on a website, known as the conversion rate. The goal of CRO is to increase conversions and revenue from a website by optimizing page elements and removing friction in the user experience.

The key benefits of implementing a CRO strategy include:

  • Increased leads and sales from improved conversion rates
  • Higher ROI from marketing spend and web traffic
  • Better understanding of customer behavior and needs
  • Improved user experience leading to more engagement
  • Opportunity to test and iterate different versions of webpages

Key Principles of CRO

Three core principles form the foundation of an effective CRO strategy:

  • User-Centric Design

Putting the user first is essential for CRO. Optimizations should be based on understanding user behavior through analytics and user testing. Focus on optimizing for the user experience, not just driving conversions. Understanding user psychology and motivations is crucial.

  • Data-Driven Approach

Conversion rate optimization should rely heavily on website data and analytics. Use tools like Google Analytics to uncover optimization opportunities. Let data guide your hypotheses and focus on high-impact areas. A/B test changes are needed to validate the impact before rolling out site-wide.

  • Continuous Testing and Optimization

CRO is an ongoing process, not a one-time fix. Continuously test and iterate on your website to improve conversions over time. Optimization is never "done." Always be testing and trying new ideas. Treat your site as an experiment, varying elements and measuring results.

The CRO Process

The conversion rate optimization process generally involves four key steps:

  • Audit and Analysis

The first step is to audit and analyze your website to find development opportunities. To do this, essential indicators like the present conversion, bounce, and funnel drop-off rates must be examined. Web analytics technologies such as Google Analytics can be used to collect user activity data and identify conversion funnel friction points.

Additional analysis methods encompass evaluating the usability of your website, gathering feedback through surveys, and researching your competitors’ websites. The goal is to devise improvements that might improve conversion rates.

  • Hypothesis Generation

Based on the audit findings, you can construct several hypotheses that, if verified, could lead to better conversion rates. For example, “Changing the homepage hero image will increase clickthroughs by 15%” is a good hypothesis since it is specific and testable. Good hypotheses should focus on high-impact changes that address user pain points identified during the analysis phase.

  • A/B Testing

At this point, you are ready to perform A/B tests to verify these hypotheses. This involves creating version B of a page element and serving it to some site traffic. Using an A/B testing tool, you can measure the impact on conversions compared to the original version A. Multiple rounds of testing help refine page elements and prove the best variants.

  • Implementation and Tracking

After successful A/B tests, the changes can be fully implemented on the site. It's critical to continue tracking conversion rates to ensure the gains stick and to uncover new optimization opportunities. CRO is an ongoing process of testing and refinement.

Different techniques can be used to improve conversion rates by optimizing various aspects of a website. Some of the most effective CRO techniques include:

1. Page Layout Optimization

Optimizing key pages’ layouts and structures may make information navigation easier for clients as they complete their desired tasks. This involves using clear headings and subheadings, chunking related content, simplifying menus, and ensuring CTAs are easily visible above the fold. Page layout adjustments reflect user testing informed by heatmap analysis.

2. Headline and Copy Optimization

Creating compelling headlines and copy that specifically speaks to your target audience could increase click-through rates and conversions. Such headline copy may require different versions tested against others, power words employed, personalizing copy, or simply stating benefits outrightly. Optimized copies should speak directly to customer motivations.

3. Call-to-Action Optimization

CTAs are critical for guiding visitors through conversion funnels. Ensure CTAs clearly communicate the next steps, use action-oriented language, and utilize standout colors/designs. Test placement, copy, visuals, and page location to determine the optimal CTA approach.

4. Form Optimization

Simplifying forms by removing unnecessary fields, using clear labels, adding relevant help text, and optimizing the submission flow can minimize drop-off. Allow pre-filling information, indicate progress, and highlight the benefits of completion.

5. Navigation Optimization

Ensure visitors can easily find what they need through site navigation and menus. Simplify IA, use clear labels, and remove unnecessary links. Highlight priority paths and optimize navigation bars for usability on desktop and mobile.

CRO Tools

Various tools are available to assist with conversion rate optimization efforts. Some key categories of CRO tools include:

1. Heatmapping Tools

Heatmapping tools like Hotjar and Crazy Egg allow you to visualize how users interact with your site by generating heatmaps and scrollmaps. These provide insights into elements that attract attention or cause confusion.

2. A/B Testing Tools

A/B testing platforms like Optimizely and VWO help set up and run A/B tests to optimize pages effortlessly. They provide user-friendly interfaces for managing experiments and analyzing results.

3. Analytics Platforms

Web analytics tools like Google Analytics allow you to analyze visitor behavior and conversion funnel data, which assists in identifying optimization opportunities.

4. Surveys and Polls

Online survey tools like SurveyMonkey and Typeform help gather direct customer feedback through polls and questionnaires. This qualitative data complements analytics.

Tracking CRO Performance

Properly tracking and measuring CRO results is critical for understanding the impact of your optimization efforts. There are a few key metrics and methods for tracking CRO performance:

Conversion Rate Metrics: The main goal of CRO is to improve your conversion rate, which is calculated by dividing total conversions by total visitors. Common conversion rate metrics to track include:

  • Overall website conversion rate
  • Landing page conversion rate
  • Conversion rate by traffic source
  • Conversion rate by campaign

Monitoring these metrics pre and post-optimization will show the impact of your changes. Tracking the conversion rate over time also helps identify trends and opportunities.

Goal Tracking: You can monitor the small steps that lead to your main objective by setting up goals in your analytics tool, such as Google Analytics. It aids in identifying the funnel's components that require optimization. Email signups, downloads, clicks, and sales are common objectives to monitor.

A/B Testing Analytics: A/B testing tools provide detailed analytics on the performance of different versions you test. It shows you how specific changes impact conversion rate. Analyze statistical significance and segment data to derive insights.

Avoiding Common CRO Mistakes

Businesses should avoid some common pitfalls when implementing a CRO strategy. Being aware of these potential mistakes can help ensure your efforts are successful.

Some key CRO mistakes to avoid include:

  • Not having clear goals - Your CRO efforts need well-defined goals and success metrics. With clarity on your goals, you will know if your tests are successful.
  • Insufficient statistical power - Using a sample size too small for your tests will not provide statistically significant results. Ensure you have enough traffic and conversion volume.
  • Changing too many variables - Test one change at a time. You won't know which one impacted the results if you change multiple elements.
  • Improper testing - Always test properly before launching changes. Verify performance before making assumptions and launching new versions.

Avoiding these common pitfalls will set your CRO program up for success and growth. Define clear goals, design rigorous tests, and analyze the data to make smart optimizations.

Page Optimization

Optimizing key pages on a website for conversions is crucial for improving overall conversion rates. Some of the most important pages to optimize include:

1. Homepage

The first part of this website that people see most often is the home page, which must create a lasting impression. Make sure your homepage clearly communicates what your site is about and its principal offerings. Use captivating headlines, value propositions, and CTAs to grab visitors' attention and lead them toward conversion. Make the design simpler by eliminating complexity and distractions. Customize the experience for individual users. Test out different homepage types.

2. Landing Pages

Dedicated landing pages focused on specific offers or campaigns tend to convert better than generic pages. Align page content closely with the offer or campaign goal. Make the CTA prominent without too many distracting links. Use lead capture forms strategically. Optimize landing page copy, visuals, and layout for conversions.

3. Product Pages

Product pages should make it easy for visitors to learn about and evaluate products. So, include informative descriptions, images/videos, pricing, and CTAs. Highlight key product benefits and advantages. Use trust signals like reviews and testimonials. Ensure the add to cart button is clear and design the page to guide visitors smoothly towards checkout.

4. Checkout Process

The checkout process should be as short and simple as possible. Reduce friction by minimizing form fields, offering guest checkout, and optimizing the mobile experience. Allow various payment methods and clearly display shipping, taxes, and fees. Use progress indicators and reassure customers about security. Test tweaks to optimize the checkout flow.

5. Error Pages

When visitors encounter 404 or 500 errors, the error page design matters. Maintain site branding/navigation and communicate the problem politely. Provide helpful troubleshooting tips or a search bar to find relevant content. Include a clear call-to-action to navigate visitors to either continue browsing or head to the homepage.

CRO Success Stories & Takeaways

There are many examples of companies successfully implementing CRO strategies and seeing significant lifts in conversion rates. Here are some notable case studies:

  • Booking.com – 41.6% more Conversions

Booking.com increased its page load speed and tested tweaking the descriptions on its property pages and changing its on-site messaging. By carrying out A/B tests across multiple elements, this company boosted conversions by 41.6%.

  • Neil Patel – 106% More Leads Generated

Neil Patel adjusted his blog post's headings, visuals, and CTA. The new version performed better than the old one, with a difference of 106% in leads, which suggests how important it is to test headlines and visuals.

  • HubSpot – 64% More Contact Information Submissions

The company did this by simplifying the headline on its landing page, polishing the design of forms, and including social proof elements. As a result, there was a 64% rise in people submitting contact information for address books or newsletters.

Key takeaways from these CRO success stories:

  • Small changes to page elements like headlines and descriptions can lead to big lifts.
  • Optimizing page speed is critical for improving conversions.
  • Testing visuals like images and videos is worthwhile.
  • Simplifying forms and checkout processes improves completion rates.
  • Adding social proof like testimonials builds trust and credibility.


Any company hoping to get the most out of website traffic must optimize its conversion rate. Businesses can drastically boost conversions and revenue by gaining important insights into customer behavior through the implementation of an ongoing research, testing, and optimization process.

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How to Advertise Your Brand on Rumble in 2024

FRIDAY, MARCH 22, 2024

Rumble has emerged as a popular video platform, with over 15 million monthly active users as of early 2024. The site has seen rapid growth, with hours of video uploaded per day increasing 78% year over year. With its engaged user base hungry for video content, Rumble presents a major opportunity for brands looking to advertise and reach this audience in 2024.

This guide will provide a comprehensive, step-by-step walkthrough of creating, targeting, optimizing, and measuring ad campaigns on Rumble in 2024. By the end of this guide, you'll have the necessary information to incorporate Rumble's growing platform into your digital marketing strategy, which has huge potential for driving brand awareness, engagement, and sales with video ads in 2024.

Benefits of Advertising on Rumble

Rumble provides several unique benefits for brands looking to advertise in 2024 compared to other mainstream platforms like YouTube or Facebook. As a newer platform, Rumble has much less advertising competition. According to Rumble's ad portal, "your ads perform around 40% better in terms of click-through rate and cost-per-view than other video platforms." This results in better ad performance for lower costs (https://ads.rumble.com/l/advertisers).

Rumble has a highly engaged, niche audience interested in conservative and independent media content. This targeted user base presents an opportunity to reach potential customers who may need help finding on other platforms. Advertisers can use Rumble's contextual targeting options to put their brand in front of relevant audience segments. Rumble's niche audience means advertisers can precisely target users, which improves ROI.

In addition to lower costs, Rumble offers innovative ad formats not found on other platforms. These include video overlays, post-roll videos, and banner ads tailored to Rumble's video-centric audience. Advertisers can take advantage of these new options to drive better results.

Setting Up Rumble Ads

The first step to advertising on Rumble is creating an ad account. This is done by going to Rumble's ad dashboard and signing up with an existing account or creating a new one. The sign-up process is quick and easy.

Once signed up, advertisers can access Rumble's auction-based pricing model. This means ad placement on videos is determined by an auction system, where advertisers bid on placement, and the highest bidder wins. Initial minimum bids start very low, at just $0.005 per view, making Rumble ads very affordable to test out.

Rumble bills advertisers monthly once campaign budgets are set. Payments can be made via credit card, PayPal, wire transfer, or crypto. There are also options for inserting third-party ad tags if buying Rumble ads programmatically.

With an ad account created, billing details added, and a starting budget defined, brands are ready to set up their first video ad campaign on Rumble's platform.

Rumble's Ad Formats

Rumble offers several effective ad formats to help brands reach their target audiences.

Display ads

Rumble display ads show up on the site sidebar or between video content. Popular options include:

  • Desktop sidebar ads (336x280 pixels)
  • Mobile bottom-of-the-page ads (336x280 pixels)
  • Mobile under video ads (336x280 pixels) (Premium mobile under video ads are 336x280 as well)

Display ads help increase brand awareness through repeat impressions as users browse Rumble.

Video ads

Pre-roll, mid-roll, and post-roll video ads play before, during, or after Rumble videos. Video ads help brands:

  • Maximize reach across Rumble's engaged user base
  • Showcase products/services to targeted audiences
  • Increase ad recall through the power of sight, sound, and motion

For all ad types, Rumble recommends creative that is high-quality, non-disruptive, and optimized for mobile. Ad content should avoid violence, profanity, shocking imagery, etc. Following Rumble's ad spec requirements produces the best results.

Rumble Ads Targeting Options

One of the crucial benefits of Rumble's ad platform is that it allows you to aim for your ads to a particular audience. However, Rumble offers advertisers an opportunity to target ads on these grounds:

  • Interest targeting: You can select users based on interests and the types of videos they watch on Rumble. For example, you can target sports fans or people who own pets. In turn, this will ensure that your ads are displayed to people who are more likely to interact.
  • Geographic targeting: You can choose specific countries, states, and cities. This is good for local businesses or brands wishing to concentrate on specific markets.
  • Contextual targeting: Your ads can appear alongside specific video content or channels. So your ad shows up next to relevant videos.

In addition, options like device targeting, frequency capping, and more allow you to hone in on exactly who sees your ads. It's important to start with broader targeting, then optimize towards conversions and video completion rates to refine your targeting for the best results. The Rumble ads guide recommends A/B testing different targeting criteria.

Rumble's relatively small but engaged user base also means less competition in the ad auction, making it easier to target your niche. Overall, Rumble provides robust targeting capabilities to reach your target audience while avoiding wasting spend on irrelevant placements.

Creating Engaging Video Content for Rumble

When creating branded video content for Rumble, optimizing your videos based on insights into the platform's audience and algorithm is important. According to a survey from Quora, Rumble's audience tends to respond best to videos on topics like comedy, commentary, politics, and current events.

Some best practices for creating engaging Rumble video content include:

  • Keep videos between 30 seconds and 5 minutes long. Rumble data shows higher completion rates for videos under 5 minutes.
  • Use attention-grabbing introductions, such as surprising statistics or compelling questions. According to a guide on GrooveHQ, starting with a strong hook keeps viewers watching.
  • Inject your brand's personality into the style and tone. Rumble users respond well to authentic, fun, and sometimes irreverent content.
  • Include clear calls to action to drive traffic to your site, promote products, or collect email addresses.

Tailoring your video content and creative approach to resonate with Rumble's engaged user base can help maximize viewership and brand awareness on the platform.

Rumble Ad Pricing

According to Ignite45, average Rumble ad CPMs (cost per 1,000 impressions) are around $6.4 for video ads and $0.56 for display ads. However, pricing varies significantly based on targeting, ad position, and current demand.

Minimum ad spends on Rumble are around $250 for video campaigns. This makes the platform accessible even for smaller businesses and creators.

Rumble's CPMs are far lower for equivalent targeting and placement compared to YouTube. YouTube Tend to range from $10-30. Rumble also has lower minimums than Facebook video ads, starting at $500 daily.

Rumble provides a cost-effective way for brands to reach an engaged audience. The lower competition keeps rates affordable compared to more saturated platforms.

Measuring Campaign Performance

Rumble gives advertisers robust analytics to track and optimize their video ad campaigns. Key metrics include views, completion rates, engagements, clicks, conversions, and more. Rumble's analytics dashboard allows detailed tracking of video performance.

Advertisers can see real-time data on views, drop-offs, total watch time, and engagement actions like likes, comments, and shares. Geo-tracking shows which geographic regions are driving the most views and engagement. There are also metrics for click-through rates on call-to-action overlays and Skip Ad button usage.

Brands can optimize their video ads on Rumble by closely monitoring metrics like completion rates and drop-offs. Shorter videos that quickly convey value tend to perform better. Dynamic 15-second mid-roll ads also have high viewing rates. A/B testing different video styles and lengths is key.

Beyond views, clicks and conversions are the ultimate measures of campaign success. Rumble lets advertisers track clicks on customizable end cards and overlays to external sites or landing pages. Integrating third-party analytics provides visibility into downstream conversions and ROI.

Optimizing conversions involves refining targeting over time, improving video creative, and directing traffic to high-performing landing pages. With Rumble's metrics and iterative testing, brands can unlock the platform's full potential for driving business results.

Rumble Ad Case Studies

Rumble has seen excellent results from innovative brands running video ad campaigns on the platform. According to a case study from Rumble, push notification video ads led to a 78% increase in conversions for an ecommerce merchant. The interactive video ads grabbed attention and made it easy for viewers to take action.

Another success story is from a major CPG brand that ran multiple video campaigns on Rumble with strong video completion rates. They spotlighted helpful tutorials and user-generated reviews, resulting in increased product sales. The engaging video content was aligned with Rumble's audience interests.

As per NeoReach, a global beauty brand generated a 3.2% click-through rate on Rumble video ads, outpacing benchmarks; their video focused on consumer reviews and product demonstrations. The campaign was highly targeted using Rumble's interest-based options.

Rumble also shared a case study of a major auto brand that ran multiple video campaigns leading up to new vehicle releases. Their videos spotlighted key features, test drives, and reviews. Rumble's transparent pricing model enabled them to optimize budgets across campaigns.

These success stories demonstrate how brands can leverage Rumble's engaged user base and video ad formats to achieve branding and performance marketing goals.

The Future of Rumble Ads

Rumble is poised for massive growth in 2024 and beyond as a premier video ad marketing platform. According to a Reuters report, Rumble will launch its own ad platform in early 2023 with Trump's Truth Social among its initial partners. With Trump's huge following, this will likely drive significant early traction and awareness.

Rumble aims to reach 1 billion monthly active users by 2028, up from around 80 million monthly users today. The company has aggressive growth plans, recently raising $500 million and acquiring Locals.com to boost its creator ecosystem. If Rumble can continue expanding its user base rapidly, it will offer brands access to a highly engaged next-gen audience largely underserved by platforms like YouTube.

As reported by The Atlantic, Rumble could emerge as a leading alternative in the social media landscape, given its free speech positioning, which is attractive to right-leaning users. This first-mover advantage in a growing niche positions the Rumble exceptionally well for the future. Brands that embrace Rumble early can establish their presence on what may become the go-to video platform for millions of users in the coming years.

With its brand-safe environment, flexible pricing, and potential to hyper-target niche audiences, Rumble presents an exciting new video ad horizon. Savvy brands should keep a close eye on Rumble's growth and consider testing the platform in 2023 to prepare for what could be a major ad disruptor in 2024 and beyond.

Posted By Pawan at
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