What Facebook Interests Mean for Your Business Page
We know Twitter has Lists, Google+ has Circles, Pinterest has Boards and now Facebook has Interests. Most users should now see “Interests” on the left side of their News Feed:
These Interest lists are a way to tidy up a user’s News Feed and isolate a particular topic or grouping. When I click on my Photography Pheed list shown above, I see only posts from those I’ve added to that list. I have control of that list as I created it. The interesting thing here is that users do not have to Like a page or be Friends with a person to add them to the list. Will we see Likes becoming more and more unimportant to pages?
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Social Media Tips for Small Businesses
In my previous post, I discussed that social media channel growth is a key area of focus for small business marketers looking to reach niche groups. Today, I’m taking a look at specific tactics any small business owner can start using today to build social media presence and participation.
I would first like to address a seemingly “gray area” among small business marketers when it comes to social media. While the trend shows that small businesses are increasing their social media efforts, the question is whether they are tapping into its full potential? By this, I’m referring to a perception of social media as a low-cost or “free” marketing tool that requires minimal time, rather than utilizing it for the true customer engagement tactic it has the power to be.
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What Initial Link Building Must Every Website Do? [VIDEO]
Get More Out Of Content Network Ads
Every online marketer wants improved impressions, high ROI and new conversions, yet you may find yourself in a rut, unable to take your numbers to the next level. If you are at all familiar with PPC advertising, then you already know that adCenter and AdWords give you the ability to arrange campaigns by content; but were you aware of just how effective this approach can be?
To start, you should make sure that you are treating your content campaigns and search campaigns as separate entities. Remember that when an ad from a search campaign is served, it is because a relevant search query triggered it to appear. From this we can assume that the user being subjected to the ad is seeing it because they were searching for something specific. The terms that they entered in the text box on Bing or Google (or any other search engine) insinuated that they had a need, and an ad was presented to hopefully fulfill said need.
Oppositely, the content-based ads have nothing to do with an actual search query. Instead, these ads are triggered when themes are extracted from recent pages that a user has visits, or even from keywords mentioned in email conversations. Because these two types of ads are dissimilar, the keywords and bids should be treated exclusively to ensure that you are getting the most mileage out of both types of PPC campaigns.
As we mentioned above, the content ads are never triggered by a specific search query, so you should be aware of this when choosing keywords. It is often safer to choose a broader keyword when content is involved. You’ll want to make sure your ad is having as many opportunities as possible to appear. Try using topical keywords that may be related to recent news for your product or industry. Keep your keyword list shorter so that you are reaching the most relevant audience. For example it would be wise to include a keyword that might appear on a blog or site that a potential customer would read online, however you would not want to include the filler words surrounding the keyword because it might limit the number of times that your ad is displayed.
Another great way to ensure that you’re getting the most out of your keywords is to manage and revise the list often. It might take a few months to get a grasp on which keywords are getting the best response, however once you have this, don’t let campaigns get too comfortable. Use this valuable information to revise your keyword accordingly. This could be adding words that are similar to the ones that are performing at a high level, or incorporating new keywords that may be related to a current event or news. List maintenance is key here, so check in often to reach the widest audience possible.
Remember that when you are using content ads there are automatically less positions or slots on a page for your ad to appear. On average there are usually four positions in which your ad can appear on a page, which is about 50% of the space that would be available for a regular search ad. The limited amount of placements should be enough to light the competitive fire to ignite your tactics. Make your initial bids competitive to ensure that your ads are getting play to begin with, and don’t forget that each of the slots are linked to multiple keywords. Once you create a strong history of CTR success, you will have more luck gaining access to these coveted slots.
After you achieve a spot to share your wares, you’ll want to hook as many potential customers as possible. It goes without saying that snappy, informative ads are necessary if you want to succeed in PPC. Do some research to make your ads stand out amongst your competitors’. As you should in any advertising campaign, craft your ad message to include a strong call to action, demonstrate urgency, and solicit trust between you and the customer. All of these approaches are great ways to encourage clicks. Never hesitate to go back to the basics, especially when using content-based ads.
If you’ve been tentative to make the jump from search to content based ads, now is a great time to start experimenting. As the mobile movement continues to grow, just about everyone is using the Internet as an entertainment and research tool. Choosing clever keywords, and building a thoughtful content-based campaign is a smart way to take your business to the next level in PPC
Online Marketing Institute Workshop Comes to Phoenix
Vertical Measures is always excited to hear about digital marketing events taking place here in Phoenix. We see these events as opportunities to expand our knowledge and gain valuable insights from local industry experts. While attending the Online Marketing Summit in San Diego last month, we learned about the workshops put on by the Online Marketing Institute. Their next workshop is a social, mobile and digital marketing bootcamp, and is taking place here in Phoenix. It is a series of education-focused workshops and will provide digital marketers with in-depth training on a number of topics. The speakers will cover subject areas such as email marketing, analytics, landing page optimization and more.
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