Monthly Archives: March 2020
Conversions aren’t linear anymore. They’re complex, unique and ever-evolving. Get the full view of your customer journey with an Omnichannel Facebook strategy.
Read more at PPCHero.com
SEO is a super competitive and ever-changing industry. The latest technologies like AI, Google algorithmic updates, and SEO myths are making it tougher to grow your business with SEO. In this guide, I’m sharing top SEO recommendations for 2020 to get the full potential of SEO and stay contingent in the game.
1. Google BERT
Google BERT is one of the major updates from Google that impacted one in ten of all search queries. Google BERT helps Google understand search queries like humans and find the most relevant content for those queries. Google has rolled out the BERT update for all languages and that’s why it has impacted rankings of sites and Featured Snippet results.
Still, Google BERT is just in the beginning stage but over time it will be mature and become more accurate to understand queries and content like humans.
If your website saw drops during the recent Google core updates then there could be chances that Google BERT has impacted your rankings.
There is no specific solution to Google BERT. You just need to make your website content more useful for your users.
You should understand the search intent of a query before writing about it. Because if your content can’t satisfy the intent behind that keyword then you can’t rank on Google.
For this, first of all, understand the nature of a keyword – is it informational, transactional keyword or commercial intent keyword? Once you understand, explain that topic or question properly in your content but according to the intent.
For example, if someone searches for the keyword “SEO” it means the user wants to know what SEO is. This means it has informational intent because the user wants to know about “SEO”.
2. Longer content doesn’t mean quality content
If you think that publishing long-form content will rank you higher on Google, then you are wrong. Word count is not an important ranking factor and you can’t manipulate Google just by writing lengthier content.
As I said above, Google BERT is helping Google understand queries and content like humans. So, if your content is not satisfying the user-intent then even your content length won’t help you rank on Google.
I found that longer-content could be harmful to your website rankings because covering more topics in an article can reduce its quality and relevancy. And After Google BERT, it is impacting many sites. That’s why you should not focus on the content length. I’m not asking you to stop writing long-form content, you just need to be mindful about publishing longer content where it is required and justified.
3. Take advantage of SERP features
Google is regularly releasing more SERP features like knowledge graph, featured snippet, voice searches, and image search updates. If you are not taking these features seriously then you are missing the potential of Google search and your business.
Featured snippets get more clicks than any other SERP listing and voice searches are increasing day by day. If you are ranking higher and getting more impressions in comparison to clicks then there could be chances are that page has SERP features like a featured snippet that is getting most of the clicks for that query. And you are just getting more impressions.
To improve your CTR and get more clicks, you need to optimize your website for those SERP features. For example, to get a featured snippet for your site. You need to optimize your content & its structure.
Write your content in small paragraphs of two-to-three lines and use proper headings-subheadings, bullets, and quotes. So Google can understand your content much better.
Schema is not a ranking factor but it can play a very important role in your SEO success. It helps Google easily understand all about your website, page, and content. It also helps you take advantage of SERP features like the featured snippet, knowledge graph, and voice search. Google offers different types of schema codes for different types of pages and content like:
- How-to guides
- Product reviews
And many others. You can check all types of schema data on Schema.org or on Google Developers site.
You must implement the schema data on your website to boost your CTR and rankings, and take advantage of Google SERPs features.
Internal links are the backlinks from your own site. They’re one of the most important parts of a successful SEO strategy. I’m adding them to this list because these days they are more important than before.
Internal links help you in three ways
- Interlinks are useful for your visitors in terms of site navigation
- They help you improve your user-metrics like bounce rate and time-spend
- Pass the juice to all your pages and boost rankings
Internal links play an important role in the success of Wikipedia. Wikipedia interlinks lots of pages to its page content. That helps Wikipedia keep their visitors for a longer duration on their site as well as boosts their SEO.
Adding internal links can boost your rankings in a few days. Here you can see the impact of internal links in the screenshot given below.
The website saw a boost in rankings when we improved the internal linkings of the site.
To take advantage of internal links, you should add your important pages and posts to your website and blog pages. interlink relevant pages at relevant places on your website. Also, add the most important pages in your website footer.
6. Branded SEO and EAT
Branded SEO is the future of SEO. SEO is shifting from traditional factors to branding and authority. And in the upcoming years, you will see it clearly.
If you want to rank for long-term and keep yourself one step ahead than your competitors then you should focus on the branding.
Plan your SEO strategy to establish your site and business as a reputable brand. Focus on increasing your brand searches, so more people can search for you on Google. Brand searches is a hidden ranking signal.
But if you are in the YMYL niche then it’s more important for you. You must improve your EAT. For YMYL sites, Google takes EAT more seriously. Publishing industry sites, news publications, awards, recognitions, and author qualifications help you improve your EAT.
Follow these top SEO recommendations to get results from your SEO efforts. You should adopt modern SEO techniques because old SEO techniques can’t help you rank on Google for the long-term. Invest in quality SEO than quantity SEO and stay ahead from the competition.
Harpreet Munjal is the founder of the digital marketing company, LoudGrowth. He can be reached out on Twitter @munjalharpreet.
Twitter CEO Jack Dorsey might not spend six months a year in Africa, claims the real product development is under the hood and gives an excuse for deleting Vine before it could become TikTok. Today he tweeted, via Twitter’s investor relations account, a multi-pronged defense of his leadership and the company’s progress.
The proclamations come as notorious activist investor Elliott Management prepares to pressure Twitter into a slew of reforms, potentially including replacing Dorsey with a new CEO, Bloomberg reported last week. Sources confirmed to TechCrunch that Elliott has taken a 4% to 5% stake in Twitter. Elliott has previously bullied eBay, AT&T and other major corporations into making changes and triggered CEO departures.
…Focusing on one job and increasing accountability has made a huge difference for us. One of our core jobs is to keep people informed. We want to be a service that people turn to… to see what’s happening, to be a credible source that people learn from.
— Twitter Investor Relations (@TwitterIR) March 5, 2020
Specifically, Elliott is seeking change because of Twitter’s weak market performance, which as of last month had fallen 6.2% since July 2015, while Facebook had grown 121%. The corporate raider reportedly takes issue with Dorsey also running fintech giant Square, and having planned to spend up to six months a year in Africa. Dorsey tweeted that “Africa will define the future (especially the bitcoin one!),” despite cryptocurrency having little to do with Twitter.
Rapid executive turnover is another sore spot. Finally, Twitter is seen as moving glacially slow on product development, with little about its core service changing in the past five years beyond a move from 140 to 280 characters per tweet. Competing social apps like Facebook and Snapchat have made landmark acquisitions and launched significant new products like Marketplace, Stories and Discover.
Dorsey spoke today at the Morgan Stanley investor conference, though apparently didn’t field questions about Elliott’s incursion. The CEO did take to his platform to lay out an argument for why Twitter is doing better than it looks, though without mentioning the activist investor directly. That type of response, without mentioning to whom it’s directed, is popularly known as a subtweet. Here’s what he outlined:
On democracy: Twitter has prioritized healthy conversation and now “the #1 initiative is the integrity of the conversation around the elections” around the world, which it’s learning from. It’s now using humans and machine learning to weed out misinformation, yet Twitter still hasn’t rolled out labels on false news despite Facebook launching them in late 2016.
On revenue: Twitter expects to complete a rebuild of its core ad server in the first half of 2020, and it’s improving the experience of mobile app install ads so it can court more performance ad dollars. This comes seven years late to Facebook’s big push around app install ads.
On shutting down products: Dorsey claims that “5 years ago we had to do a really hard reset and that takes time to build from… we had been a company that was trying to do too many things…” But was it? Other than Moments, which largely flopped, and the move to the algorithmic feed ranking, Twitter sure didn’t seem to be doing too much and was already being criticized for slow product evolution as it tried to avoid disturbing its most hardcore users.
On stagnation: “Some people talk about the slow pace of development at Twitter. The expectation is to see surface level changes, but the most impactful changes are happening below the surface,” Dorsey claims, citing using machine learning to improve feed and notification relevance.
Yet it seems telling that Twitter suddenly announced yesterday that it was testing Instagram Stories-esque feature Fleets in Brazil. No launch event. No U.S. beta. No indication of when it might roll out elsewhere. It seems like hasty and suspiciously convenient timing for a reveal that might convince investors it is actually building new things.
On talent: Twitter is apparently hiring top engineers “that maybe we couldn’t get 3 years ago.” 2017 was also Twitter’s share price low point of $ 14 compared to $ 34 today, so it’s not much of an accomplishment that hiring is easier now. Dorsey claims that “Engineering is my main focus. Everything else follows from that.” Yet it’s been years since fail whales were prevalent, and the core concern now is that there’s not enough to do on Twitter, rather than what it does offer doesn’t function well.
On Jack himself: Dorsey says he should have added more context “about my intention to spend a few months in Africa this year,” including its growing population that’s still getting online. Yet the “Huge opportunity especially for young people to join Twitter” seemed far from his mind as he focused on how crypto trading was driving adoption of Square’s Cash App.
“I need to reevaluate” the plan to work from Africa “in light of COVID-19 and everything else going on.” That makes coronavirus a nice scapegoat for the decision while the phrase “everything else” is doing some very heavy lifting in the face of Elliott’s activist investing.
On fighting harassment: Nothing. The fact that Twitter’s most severe ongoing problem doesn’t even get a mention should clue you in to how many troubles have stacked up in front of Dorsey.
Running Twitter is a big job. So big it’s seen a slew of leaders ranging from founders like Ev Williams to hired guns like Dick Costolo peel off after mediocre performance. If Dorsey wants to stay CEO, that should be his full-time, work-from-headquarters gig.
This isn’t just another business. Twitter is a crucial communications utility for the world. Its absence of innovation, failure to defend vulnerable users and an inability to deliver financially has massive repercussions for society. It means Twitter hasn’t had the products or kept the users to earn the profits to be able to invest in solving its problems. Making Twitter live up to its potential is no side hustle.
The browser Google Chrome (v80) is following in the footsteps of Mozilla Firefox (v72) and Apple Safari (v12.1) for notifications—websites that ask for opt-in immediately will now be only able to use quiet notification prompts.
These prompts are far less visible than the standard prompts that show up below the address bar. What’s more, in Chrome, users can now receive all opt-in requests quietly if they choose.
Many brands—retailers and publishers, in particular—have experienced tremendous success with web notifications. For instance, Asda’s George.com gets an astonishing 40% conversion rate with notifications on abandoned carts and a 27% clickthrough rate on segmented alerts.
While web browsers give users more control, brands must adapt. Here are five ways of dealing with these changes:
1. Be clear about the benefits of opting-in
What value does your website messaging offer? Will subscribers get exclusive content or offers or get alerts when their product shipped? It’s key to highlight such value in a soft-prompt before triggering the browser’s actual notification prompt.
2. Provide granular preferences
Offer visitors a preference center for them to customize settings to receive only notifications they truly want. For instance, a merchant may offer notifications for daily flash sales, weekly specials, new product arrivals and/or transaction updates. More control over notifications equals more customer happiness.
3. Don’t rush the “ask”
Like needy people, needy brands are a turn-off. Therefore, consider waiting until they’ve taken an action that signals interest before asking them to opt-in. Have they looked at a promotion, watched a video or searched for a specific product? Pinpoint the moment when asking for the opt-in will streamline the customer journey instead of stalling it.
4. Test various flows
Web opt-ins are often the largest addressable audiences for brands, hence marketers don’t want to wait too long before making the ask. You should continuously A/B test your opt-in prompts, including timing, language, and offers. While browsers will judge your site by opt-in rate, brands should be focused on better long-term engagement, more conversions, higher frequency, and greater lifetime value.
5. Reward opens
Last but not least, notifications have become central to the customer experience for both apps and mobile platforms, which explains why the opt-in rate for apps exceeds 50%. Website marketers should reward customers for notification engagement. For example, they can offer double loyalty point days, early access to the biggest deals or notifications when wish list items go on sale.
Mike Stone is the SVP of marketing at Airship.
The post Four tips to help your brand thrive despite Google’s notification changes appeared first on Search Engine Watch.
Are you getting tired of sifting through countless marketing articles trying to get some actual tangible advice to grow your Wealth Management company? Finding out that many of them fall short in terms of specific strategies by merely stating the obvious? Well, this article is different. I will cut through the gibberish and provide actual “hands-on” strategies that can help either a wealth management office or even financial consultants looking to grow their online presence.
#1 Basic Digital Marketing
Most of the public associates Google with SEO (Search Engine optimization) and even though they are somewhat correct, it’s much more than that. Even though PPC (Pay-Per-Click) has been a staple in digital marketing longer than algorithm-optimized SEO, they are both still a major factor in generating traffic and sales to websites. However, (SEM) Search Engine Marketing has evolved immensely, and industries such as Legal, Banking and Wealth Management communities need to adjust their strategies accordingly.
Honestly, there’s a reason why Google’s offices serve Gelato and Filet Mignon at lunch for their employees. It’s because they can charge outrageous amount of $ $ for specific keyword based on their alleged value. Let’s face it, Google Ads is not always cost-effective. For example, anything with the keyword “Wealth Manager, Estate Planning, ” is crazy expensive. The only way that this might be profitable is if you Cost/Conversion or “life-time value” metric that meets your requirements. To help explain, I will provide some “outside the box” strategies that can help ease the $ $ pain
Here’s an example of Google Ads Pricing (These are lower than in reality)
#2 Outside the Box Matters
When thinking about search marketing, the most important metrics to consider are (1) search volume and (2) estimated value of the content/keywords. However, when doing PPC Marketing keyword research, it’s not so easy. For example: Bidding on general legal keywords (IRA Rollover, Wealth Management) can result in the following dilemmas:
- Highly competitive
- Very Expensive
- Higher risk for click fraud
- Loss of Ad serving due to budget constraints
How do we remedy the problem?
Below are a few examples on how to classify keyword research in order to evaluate ROI and overall understanding of searching behaviors.
- Long-Tail Keywords: These are longer specific phrases to filter out general searches
- (wealth management services for veterans, retirement planning for military widows)
- Intent Classification: Grouping keyword terms that are segmented by an interaction potential
- High Intent: (wealth management office in Wayne, PA)
- Medium Intent: (Finance planner in PA)
- Low Intent: (Financial Consultant)
- Industry Specific Terms: These terms are highly specific in their service and can provide less competition and lower CPCs
- “HNWI Financial Planning”
- “REIT’s Consultants”
- “UITs Unit Investment Trusts”
#3 Stock Portfolio (No Pun Intended)
Yes, in the digital marketing world, the stock portfolio approach is a virtual must. We are “fishing where the fish are” in today’s world that is EVERYWHERE.
- Google Ads (search, display)
- Bing Ads
- LinkedIn Ads
- Twitter Ads
- Facebook Ads
- Ad Retargeting
- Organic Search
#4 Ever Heard of LinkedIn
Yes, LinkedIn can be used as a marketing tool not just for gloating about a job promotion and posting articles; it is also a powerful B2B and B2C advertising platform. In fact, LinkedIn Ads has impressive targeting abilities that include targeting specific industries and individuals based on job position levels.
#5 Team vs. Player
In some cases, many Wealth Management offices would rather NOT want to advertise specific employee and just focus on the generalization of their law services. However, in some instances, it can be a marketing “gold-mine” based on news and/or buzz online. If a firm is known for a specific service and is written up in a magazine where the representing attorney has received an award, then having that persons’ name in marketing efforts will most likely provide a higher intent to convert at a lower cost.
#6 Bridging the Channel Gap
This is sort of an “oldie but goodie” strategy. If a Firm is advertising outside of the online world, it is always a good idea to compliment the same branding and messaging online. For example, if a Firm’s slogan/tagline on TV is “ Were the Money Makers”, then there should be the following online:
- Google Ads campaign with keywords related to “Were the Money Makers”
- Creation of a content-heavy landing page (within the existing website) about “Were the Money Makers”
- Banner Ads that say “Were the Money Makers”
#7 Free, Free, Free
Once in a while, it is nice to generate website traffic and visibility for basically nothing. In this case, I am talking about Google Places and pushing content/blog posts through social media.
In the SERPs (Search Engine Results Pages), Google Places is a very lucrative position, especially on mobile devices within a specific geographic. In the Legal world, this is golden. It doesn’t cost anything, includes the ability to post photos, receive reviews/feedback, etc..
Pushing content via Social media: Now, it may cost money to hire a writer to develop content, but it does not cost anything to make it viral through social media platforms such as Twitter, Facebook, LinkedIn, and others.
#8 Little Secret from Comedians
You’re probably wondering where I am going with this. Well, it has been widely known that “Timing” is a crucial part of a successful comedy. Moreover, the same can be said for online marketing. For example, let’s suppose there is a big news story about a lawsuit regarding a case involving Estate Charitable Giving. Well, since “Estate Charitable Giving” is in the public eye, the shelf life will eventually dissipate by the next day or so. To leverage this, a Law Firm that provides Estate Charitable Giving could benefit by pushing their own content, provide opinions in social media, or even create a small PPC Marketing campaign around these terms.
#9 That Annoying Retargeting:
I’m sure everyone has experienced that annoying banner that follows you everywhere you go, but in the same breath, you want to do the same to others than visited your website. Well, there are more refined strategies to retargeting that can help filter out that annoyance. For example, here are some retargeting options:
- Target people who only visit specific pages or interactions to limit wasteful ad dollars
- Upload email lists of current and past leads/customer into Google Ads and Facebook Ads (called RSLA)
- You can create “Look-a-like” audiences in Facebook Ads were Facebook can identify similar audiences and target ads to them directly. (little scary but works)
#10 Ever Heard of Analytics?
Analytics is the key to everything. The biggest issue Law Firms face is not only trying to understand what the data means but also to make sure their website is being accurate tracked for every interaction point. For example:
- Phone Calls
- All Online Forms
- Online Chats
- Visits of a specific highly relevant page
Besides validating that the Analytics tracking code is correctly tracking information, advertisers also need to have a firm understanding of at least the following metrics:
- Where did they come from?
- What pages did they visit most?
- Where are my leads coming from?
- What is their GEO location?
- Which days of the week are better than others?
- Did that TV commercial increase traffic for a specific day?
The purpose of this article was to provide actual “tangible” strategies that have been used with legal clients in the past (and present). If you are a wealth management firm of in the financial planning industry and would like to connect with us, please feel free to reach out to me firstname.lastname@example.org
As we enter 2020, it’s time to leave behind old marketing strategies and adopt new ones. After all, there is a lot of innovation happening. From AI in customer service to influencers taking over social media, a lot has changed in the last year. Digital marketing campaigns now sprawl across different channels, tools, and processes.
While some strategies might remain partially the same, they will get a facelift in 2020. If you are looking to take your marketing to the next level in 2020, we’ve got some tips for you.
Here are some of the best ways to get more out of your marketing campaigns this year:
1. Create more video content
Videos have transformed the content marketing landscape. They have changed the way brands promote their products and create content. And video content is also becoming more popular. Wondering why?
Because people like watching videos.
In fact, 72% of people said that they would like to watch videos to learn about a product or service.
If you haven’t been using video content, you’re losing out on a lot of opportunities to grow your brand. With the evolution of social media platforms like Instagram, YouTube, and Facebook, the video content game has changed dramatically. Video content is a versatile tool to increase brand awareness and drive engagement.
So, what kind of videos can brands create for promotion?
There are many different options — educational videos, onboarding videos, meet-the-team videos, customer journey videos, event videos, and more.
Looking for inspiration?
Take a look at the Reebok video marketing campaign
They created a video for their #HonourYourDays campaign which shows a woman’s relationship with running in reverse mentioning that the average human life is about 25,915 days.
While it doesn’t directly promote their products, it does highlight the importance of fitness. It’s a great way to spread awareness without being too promotional.
2. Use chatbots to enhance customer experience
With the help of intelligent chatbots, you can also leverage customer data. These virtual assistants are capable of collecting data from customer interactions and giving you insights into how your brand can improve.
For example, if customers are complaining about a specific product, you can dive deep into the issue and understand the problem on a granular level.
Providing a great customer experience can help brands increase lead generation and revenue. What’s more, it can also help you improve your customer experience and lower your customer acquisition cost.
One of the biggest benefits of customer service chatbots is that they are available 24×7 and give quick responses to queries.
Chatbots are also great tools for helping customers keep track of their purchases.
Mastercard’s chatbot on Facebook Messenger
For example, Mastercard’s chatbot on Facebook Messenger allows its users to ask specific questions. On it, a user can ask how much they’ve spent on food or on Uber.
For each user, the answer is personalized based on their bank statement. Users can also send submit questions to ask for more information about a particular product.
Image via Mastercard
3. Focus on personalization
Most content marketers believe that when a prospect customer engages with their brand and makes a purchase, it’s a win.
But what’s next?
A customer journey starts right from when a target customer engages with your brand and it continues through conversion. But it also includes providing customer support and elevating their buyers’ journey to turn them into cheerleaders of your brand.
So, it is essential to reach out to your audience and provide valuable services that are not solely revenue-centric. 76% of consumers believe that it’s easy to switch to a different brand to find an experience that will match their expectations.
So, how can you provide a memorable experience to your customers?
That’s where personalization comes into play. Not only can it improve the customer experience you deliver, but it can also boost your sales.
Providing a personalized experience can significantly impact your relationships with your customers. So, how can you create a more personalized experience for your customers?
Tools like Google Analytics and Cortex can help you get insights into your audience’s behavior. By using that data, you can find out what kind of content your audience is looking for and then optimize your content creation strategy accordingly.
4. Leverage influencer marketing
Influencer marketing has grown to become a whopping five to ten billion-dollar industry. It has helped marketers reach their target audiences, generate brand awareness, get more leads, and boost sales.
Collaborating with social media influencers has become a great way for brands to promote their products and services. When an influencer endorses your brand or reviews your product, it can get you a lot of publicity.
Take a leaf from Daniel Wellington’s digital marketing strategy
To create buzz about their brand, they send their watches to multiple influencers. They encourage those influencers to create posts with the hashtag #DanielWellington to help promote their products.
Another example of great influencer marketing is Subaru’s #MeetAnOwner campaign
In this campaign, the company reached out to influencers from diverse backgrounds. One of the biggest influencers in their campaign was Devin Graham (@devinsupertramp) with over five million YouTube subscribers at the time. He is known for his daredevilry.
By partnering with Devin, Subaru was able to reach out to outdoor adventure junkies. Graham’s sponsored video with Subaru gained around 1.3 million views and 1.1k comments.
5. Automate your email marketing campaigns
About 73% of marketers consider email marketing to be crucial to their company’s success.
But it can be a time-consuming strategy. If you’re short on time, there is a way out – automate your email marketing campaigns. Not only can it help you save a ton of time, but it can also help you create more personalized content.
With this strategy, you can ensure that your content is delivered to your customers at the right times.
For instance, if a customer has abandoned their cart, you can send them a reminder to complete the transaction.
Here’s an example of how American technology company, FiftyThree, notifies their customers about abandoned carts with an appealing message.
Marketers often use these emails to encourage their customers to take another step or get closer to a purchase.
Emails also provide you with an opportunity to upsell your products.
For example, an email that includes a section containing products similar to a user’s previous purchases can trigger their engagement.
Email automation saves the time and efforts that are otherwise invested into following up with each action of a user. It also reduces the potential for errors such as hitting the send button prematurely when the user might not be ready.
6. Build a community
Building a community around your brand will help you improve your brand awareness, drive higher engagement, and organically boost your SEO.
When users create and share content around your brand, you are likely to get noticed by search engines. Brand mentions, post shares, comments, and likes — all of these help your cause.
Further, having a community of followers also helps strengthen your branding.
When you share valuable content that helps your target audience or aligns with their interests, they tend to associate more with your brand and become loyal customers.
Some companies even have brand ambassadors who regularly create content for them in return for benefits such as free products, invites to product launches or other events.
A great example of a community is GoPro, an action camera company that has solidified its position in the market by building a strong community of sports enthusiasts, photographers, and adventurers across the world.
The brand builds personal relationships with their customers while maintaining a focus on its target audience of sports enthusiasts.
Videos, chatbots, influencer marketing, personalization, and more — there is a lot of innovation happening in the digital marketing space. Anyone, from big brands to mom-and-pop stores, can use these strategies to grow their business. What are you waiting for? It’s time to incorporate these strategies into your marketing plan for 2020.
Have you used any of these strategies before? Please share your experiences and insights in the comments section.
Shane Barker is a Digital Strategist, Brand and Influencer Consultant. He can be found on Twitter @shane_barker.
The post Six great ways to get more out of your digital marketing campaigns in 2020 appeared first on Search Engine Watch.
Although the public part of the worldwide experiment is coming to an end this month, the world’s greatest extraterrestrial hunt is far from finished.
Feed: All Latest
Most developers think of Stack Overflow as a question and answer site for their programming questions. But over the last few years, the company has also built a successful business in its Stack Overflow for Teams product, which essentially offers companies a private version of its Q&A product. Indeed, the Teams product now brings in a significant amount of revenue for the company and the new executive team at Stack Overflow is betting that it can help the company grow rapidly in the years to come.
To make Teams even more attractive to businesses, the company today launched a number of new integrations with Jira (Enterprise and Business), GitHub (Enterprise and Business) and Microsoft Teams (Enterprise). These join existing integrations with Slack, Okta and the Business tier of Microsoft Teams.
“I think the integrations that we have been building are reflective of that developer workflow and all of the number of tools that someone who is building and leveraging technology has to interact with,” Stack Overflow Chief Product Officer Teresa Dietrich told me. “When we think about integrations, we think about the vertical right, and I think that ‘developer workflow’ is one of those industry verticals that we’re thinking about. ChatOps is obviously another one, as you can see from our Slack and Teams integration. And the JIRA and GitHub [integrations] that we’re building are really at the core of a developer workflow.”
Current Stack Overflow for Teams customers include the likes of Microsoft, Expensify and Wix. As the company noted, 65 percent of its existing Teams customers use GitHub, so it’s no surprise that it is building out this integration.
Facebook doesn’t give you the option to directly target the fans of any specific page, but that doesn’t mean you can’t target a competitor.
Read more at PPCHero.com
For many of us, social media is a mysterious and ever-changing corner of the internet. Networks rise and fall at rapid rates, but one always seems to stay at the forefront of our minds. It’s clear that Facebook is the place to be, and 2.26 billion users may feel inclined to agree. If you feel like you’re not getting the most out of Facebook PPC ads (or are too afraid to take the plunge right now), you may have asked yourself how effective campaigns can take place through the social network.
As the data shows, Facebook is only a narrow second-place to YouTube in terms of popularity among US audiences, and the world-renowned social network is twice as popular as its nearest like-for-like competitor.
(Image: LYFE Marketing)
Naturally, this means that your PPC campaigns will be accessible for more users if utilized on the pages of Facebook. If your business has serious ambitions focused on attaining more customers or scaling as efficiently as possible, it’s certainly worth looking at building some PPC campaigns to go on Facebook.
But how exactly can users optimize their PPC campaigns? And just how effective could Facebook PPC actually be? Let’s delve into how businesses can optimized their Facebook PPC campaigns in a way that drives conversions and generates growth:
Optimize your sales funnel
Facebook ads perform a little differently to Google ads, for example.
In the case of PPC advertisements placed via Google, it’s clear that audiences will be actively looking to buy the products or services in question, whereas with Facebook, it’s far more likely to be the case that you’re appealing to audiences who are simply browsing with little intention of making an immediate purchase.
This could potentially be problematic if you’re looking to operate on a smaller budget for advertising.
With this in mind, it could be more useful to create a Facebook campaign that’s more focused away from the act of making an immediate purchase. Through using Facebook as your platform, it’s potentially most useful if you run a series of campaigns at the same time, all with different goals which could lead to creating your own social sales funnel.
One of the most purposeful funnels you could create as part of your Facebook PPC campaign could focus on engagement. This helps to lure new customers in and is perhaps most effective when undertaken through the medium of video.
It’s worth taking a moment to consider exactly who your target audience are before focusing on crafting a campaign that builds meaningful connections with them.
Be sure to build engaging content for prospective customers and optimize your campaigns. When an uploaded piece of media has attained a healthy number of views – say, over 2,500 – create a new conversion campaign that targets users who viewed around 25% of your video.
By targeting audiences who have already engaged in viewing your campaign, it’s possible to yield much higher conversion rates as opposed to marketing in a more unfocused manner.
Build exposure through frequency
It’s possible to monitor the number of times one specific user views your advertising campaign through ad frequency. This is an important metric because audiences that witness your ad repeatedly are more likely to recall it.
It’s important to leave your mark within campaigns – but be careful of overdoing your frequency – if your ad appears too often, it’ll only lead to users ignoring your branding.
To help you take control of your exposure, be sure to place a frequency cap on your advertising report. Once the audience is saturated, your PPC costs will slowly begin to increase.
If you notice sharp increases in your costs, it could be worth duplicating your ad set and re-launching it for new targets – thus helping to realign your campaign for new audiences.
Make your budget go further
A/B testing is always a great way of checking which type of campaign is best for your business.
When you first create your PPC setup for Facebook, you’ll likely be running two-to-three ad sets with multiple adverts within each set. To pick which ad set is more effective, it’s important to study the metrics available to see which campaign is best helping you accomplish your goals.
When you’ve determined which ad is performing best, gently allocate more budget towards the set – a steady boost of about 10-20% will help to optimize the money you’re using without taking too many dangerous risks.
If you continue to see encouraging results, repeat the process each day until you see signs of diminished returns on your investment.
To help to study your ad performance more forensically, Google Analytics has a reliable platform for gaining insights into campaigns, while external platforms like Finteza can provide rich insights into your overall website performance as well as deep traffic quality checks.
Fine tune your target market
Proper placements bring perfection to PPC campaigns. It’s possible to use automatic placements here as well as edit your settings. There’s no right or wrong answer here, but different options will benefit different types of campaign.
For example, if you decide to incorporate Instagram into your ad reach, it’s reasonable to expect far greater engagement, but it’s likely that you’ll see far fewer comments or likes if you choose to place your ad as a Facebook page post.
Another effective add-on comes in the form of Facebook Messenger, which generally performs well when it comes to conversions. Audience Network placements can often increase a brand’s reach but it’s important to constantly monitor your metrics to ensure that no budgeting is being wasted.
Get the right bidding option
Facebook uses an auction-based system when running advertising campaigns. Simply put, the social network chooses the most appropriate ad for audiences based on the level of money bid by a company and its performance on the website.
The bidding system utilized by Facebook is becoming more complex than earlier in the 2010s however, and now users need to choose how they want to optimize their ads. Advertisers need to pick the type of campaign they want to run – whether it’s based on conversions in the form of link clicks, landing page views, or certain on-site interactions.
Naturally, this will require some introspection and businesses will need to have a clear idea of their respective advertising goals before determining the bidding option that best suits them.
Recycle ads to preserve engagement figures
It’s vital that your advertisements go down well with their intended audiences. More popular ads will be viewed widely as more favorable among users, and will likely receive considerably more engagements from targets.
However, many of the ad tests that you’ll perform to optimize your PPC campaigns will remove your comments and restart your engagement stats for each post.
This can be a nuisance because of the value of likes and comments to advertisers, however, it’s possible to utilize the technique of ‘social stacking’ in a way that helps to keep all interactions in tact for all to see online.
To perform social stacking, go to the ad preview page for the existing advertisement you’re aiming to keep. Click on the drop down menu to the top right of the preview and select the option ‘Facebook Post With Comments’. Copy the end of the existing URL for your ad and then choose to ‘Use Existing Post’ when setting up a new campaign. Paste the copied Post ID from the previous step and voila – a brand new PPC ad with all the relevant likes and comments carried over.
Peter Jobes is the Content Marketing Manager at Solvid, a digital marketing agency who specializes in SEO, paid advertising and website designing.
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