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Can Your Organic Content Impact Your Ad Spend?

Your organic content could have more of an affect on getting your new customers than you thought. Read more to see how you can lower ad costs and increase overall organic traffic.
The main point I will be going over in this article is how organic content can have on ad spend. No matter the digital advertiser; Google Display Network, Facebook, Pinterest or LinkedIn (to name the top four) their bidding system is about the same. ⠀⠀

There are 3 Main Factors that contribute to your Ad Spend and Delivery.

The 3 factors that contribute to your ad delivery are your bid, relevance score, and “estimated action rates”. This means that the myth that the highest bid always wins is wrong. While cost has a weight in the overall equation the real heavy hitter in deciding if you get first place or not is if your ad is perceived by the algorithm as something that would actually interest the viewer.

How can I increase relevancy score?

The most effective way to lower your cost for ads is to increase your relevancy score. Your relevance score is calculated by weighing positive interaction with your ad (such as likes, comments, shares, and clicks) against negative interactions (like users hiding the ads or leaving negative comments). Posts and destination pages with higher engagement will get better placements, and this is reflected in a relevance score. As a result, you’ll see a decreased cost in cost per click.

Action list to Increase Your Relevancy Score:

  1. Create content that appeals to your audience
  2. Create content that is different than your competitors and gives a fresh look at your industry
  3. Encourage Engagement in your content
Now you know how to lay the ground work before you get to work on ads. Make sure your pixel and tracking codes are installed and start creating organic content that encourages viewers to interact with you on your platform of choice.

About Lead Nerds

Lead Nerds is a full service digital marketing team with collective experiences spanning web development, design, and advertising.

We’ve worked with personal to larger scale e-commerce brands.

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