Best Part About Facebook Advertising


The best part about Facebook Advertising is that it’s easy to set up and monitor, here’s how:

Know why you’re doing it.

Because “your biggest competitor is doing it” is not an answer. Whether its increasing website traffic, driving ratings, adding VIP members, generating brand awareness in the market or improving social engagement, you should have a concrete goal in mind for what you’re trying to achieve.

Define your KPIs.

A KPI (key performance indicator) is how you will define the success of your campaign. Sometimes KPIs are obvious (for example, if your goal is to increase Facebook likes then your KPI is the number of likes your page receives during the campaign), but sometimes they aren’t so cut and dry. It’s important that your whole team be on the same page in the early planning stages so your expectations are clear and you know what “successful campaign” really means.

Make sure Facebook is the best choice.

Facebook is often the first social advertising platform used, but it’s not the only digital advertising option out there. Once you’ve defined your goals and KPIs, you can consider other platforms before settling on Facebook. For example, if your goal is to drive traffic to website content you could consider a content distribution advertising platform like Taboola or Outbrain. If your goal is to generate brand awareness in the market, you could consider a geo-targeted display ad campaign.

Determine your budget.

Advertising doesn’t come free. (Just ask your Sales department! 

Set goals.

No, really. Goals ALWAYS make you work harder. Whether you say them aloud or keep them in your head, give yourself reasonable benchmarks to strive for. Personally, I prefer post-it notes on my desk so I have visual accountability reminders.

Do your homework.

Spend some time scrolling through your own newsfeed and notice the ads you’re being served. Which ones seem effective?

Develop your creative.

You’ll need to develop different copy for the newsfeed and the right column because the character count is different, and you’ll need multiple versions for each. Think about your call to action. What do you want the user to do?  And don’t slack off when it comes to the images! An attention-grabbing visual for your ad can make or break it.

Define your audience.

Part of this is easy; you already have your target demographic defined. But depending on your goals you may be targeting people who already like your page or people who don’t. Additionally, you may want to target people who like your competitors’ Facebook pages or who have specific interests relevant to this campaign. If you’re targeting more than one demographic, set up two different Ad Sets in Facebook Ads with the same creative but with a different audience. You’ll be able to measure how well your campaign is converting with each.

Sleep on it.

No matter how good of a job you do, you can always improve when you leave it and come back to it. If you’re on a deadline and you can’t sleep on it, walk away from it for thirty minutes and review it with a clear head. Or ask a friend of co-worker with social advertising experience to take a look with fresh eyes.

Pull the trigger.

Input your ad copy and visuals with the audience targeting you’ve defined. Start with multiple ads in each Ad Set. Just like everything else in marketing, A/B testing is key.

Walk away for half a day. While it can be really exciting to watch your campaign when it’s first launched, it can also be frustrating as it takes time to achieve results. Plus, you don’t want to make any rash changes to your campaign before you can really tell if it’s working.

Babysit.

Even if your campaign is performing well, don’t forget that the Internet is the Wild, Wild West and things can change quickly. Check your campaign twice a day and make optimizations to your ads and audience targeting until you reach the goals you’ve set.

Remember my golden rule.

“You can always do better.” Keep optimizing your campaign until you plateau. For example, if you’re trying to drive entries to a contest or sweepstakes, keep adding variations of copy and images to lower your cost per acquisition until the cost plateaus no matter what you try. While I use this mantra to push myself into milking advertising campaigns for everything I can get, it’s a great rule to live by in all of your professional endeavors.

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Internet Marketing and Getting Your Site Noticed


You may have created the best Web site in the world, but unfortunately it will not do your home based business any good if no one sees it. Therefore, knowing how to market your site and getting your site noticed is incredibly important to the success of your home based business and to make money online. Obviously, marketing your web site is one of the most important activities you can spend your time on.

Fortunately, getting your site noticed does not have to be expensive so marketing on a tight budget does not prevent you from getting quality exposure.

The first thing you will want to do is pack your Web page full of keywords that people might use when searching for information contained in your site. The more keywords you have, or keyword phrases someone might use, the more often your site will be returned as a result for the person searching. The keywords should appear multiple times each on your web page and need to be context relevant, that is the keywords should be in your page title, article titles, section titles, paragraphs, links, etc. You want to be in the top 5 results posted as often as possible, so continually searching for keywords and keyword phrases and refining your web site will direct more traffic to your online home base business.

Also, once you have packed your page full of useful information and as many keywords as you and your thesaurus can think of, you will want to upload your URL to various search engines like Yahoo, Google, Excite, Alta Vista, and any specialized search engines that focus on your particular business or service. By including more keywords on your web site, when the search engines are searching for sites pertaining to the keywords entered in the search engine, your page will be listed as a higher result than others. This is very important because people generally check the first few web sites results and skip the others if they find the information they were looking. However, make sure the information you provide on your site is useful and you don’t just have a string of keywords to attract people to your page. If you have useful information about a product or service, people will look around. If all you have is a bunch of keywords and nothing that actually pertains to what the individual is looking for, they will leave and never come back. So, be alert to what you are offering potential customers and attentive to the way you bring them to your page.

If you have done all of the above, and are still interested in more traffic, then consider marketing your site on other related or non related sites by banners and the like. This is a way of letting individuals know about your product that might not be aware of it to even search for it. By advertising in this way you are reaching a sector of individuals who want and need your product, but were never aware of it.

There are multiple ways to market and of getting your web site noticed, just make sure you do it in a responsible way. Internet users are fed up with pop up ads, fly-ins, fly-overs, exit pages, spam e-mail and other unsolicited information. For instance, many people now have programs that block pop up ads, which means you are not even marketing. Finally, you don’t want to anger potential customers or have them close off their mind to your product, so be creative when you are marketing, aggressive and always respectful of current and future clients.

by: Timothy Spaulding

SEO Questions – Why Do I See Different Google Results Than My Clients?


by: Rob Sullivan

Having been in this industry for as long as I have, I often forget some of the basics. Well, it’s not that I forget, it’s just that I assume that everyone else in the industry has the same knowledge level as I do.

So when I get a “newbie” asking a question like “Why are my Google results different than my clients” I have to take a step back and realize that we aren’t all equal.

Therefore in this article I’m going to answer this one seemingly simple question. While it may be simple to those of us “in the know” this isn’t always the case with others.

One of the scariest things you can do as a new SEO is talk to a client. That’s because you are always worried that they are going to ask you a question that’s over your head. And while you can fake your way through some questions when you are new, there are some that just stump you.

Of course even the greenest of most SEO’s usually know more then their clients so you don’t often have to fake an answer. Of course I would never advocate faking it. When I don’t know, I’ve found the best thing you can say is “I don’t know, let me find out and I’ll get back to you.”

And that’s just what happened the other day. A new person came to me and said “I had a client who saw different Google results than I did, and I didn’t know what to tell them.”

So let me give you the answer I gave him.

Google, like all the other engines, is comprised of literally tens of thousands of servers. Each server is part of a larger cluster of computers. Each cluster forms part of a datacenter. Each datacenter then acts as an independent branch of Google.

These datacenters are found all over the US. For the longest time Google only had about 13 data centers that served all the results to the world. Now the number is estimated at around 80.

While some of these data centers are used for pre-testing results (for example, testing a new algorithm out before moving it to the main data centers) most are used just to deal with the load that Google receives every day.

These data centers are dispersed throughout the US in geographically specific areas. They have done this so that queries are served to the data center nearest to the user.

For example, while there are a large number of data centers on the eastern coast, a person searching from San Francisco will likely be served their search results from a data center near them, such as an Oregon or California data center.

It is because of the differences in these data centers that someone searching in New York will see different results than someone in Los Angeles.

It is reasonable to think that each data center acts somewhat independently of the others. That means that their update schedules are different as are their crawling schedules. One can even assume that the algorithm changes which affect the index happen at different times as well.

This accounts for why there are differences in search results. Because of Google’s perpetually updating index, the results you see near you may be similar to results in other data centers but ultimately different.

This could be due to how the crawlers retrieve sites – a crawler may find a site closer to it more easily and therefore add it to the index sooner than a geographically far away crawler would find the same site.

For example, a site in Vancouver, Canada may appear in the California data center days before the eastern data centers. Because this site would be added to the west data center sooner, it will have an impact on the search results returned sooner.

Consider it like the ripples you see in the water when you drop a rock into a pond. If you drop just one rock, you see the ripples move out from where you dropped it. However, if you drop 2 rocks close to each other and at slightly different times you see how the ripples interact with each other when they meet.

The index changes reflect this type of interaction. One site can have a subtle but noticeable effect on the index. Yet the effects aren’t noticed across all data centers at the same time. We can also see the changes in the index grow over time, so that one Vancouver site’s effect grows over time, but the effect is different across the data centers because changes happening with other sites also have an impact.

As you can see, this is why you will see different results across the data centers. It’s not necessarily because of one single event. Like SEO itself, it’s a culmination of smaller events which cause the noticeable differences.

Quick info on a No Topic week…


I am currently the Online Marketing Manager for, Website Magazine, Deals.com, Emergency24 & 7Search.com; a pay per click search engine advertising network. I work and live in the Chicago area and have over 8 years of internet marketing experience. My specialties include search engine optimization (SEO), pay per click advertising (PPC) and online marketing strategy.

I know that when you start blogging everything you write sounds stupid, you doubt every word you add to the screen and constantly use the delete button. Keep the faith my fellow blogger and push yourself to perfection and accept failures. Remember for every Indiana Jones there was a Howard the Duck.

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