Facebook Ads don’t suck. They can be great for your business but its tough to get them right. Let’s see how we can use Facebook ads for better growth.
1. Different Channels. Different Approaches.
Google is great for demand fulfillment, for example, a user on Google does search and buy. While other hand Facebook is great for demand generation something like Discovery or new product launch.
2. Why is Facebook the Bigger Opportunity?
Imagine you’ve just invented a new, revolutionary razor and want to market it. Most men use and buy razors frequently.
It’s a huge market but, how many of them actually search Google for ”shaving” or ”razor” before buying?
Not many, I’d guess! The addressable market on Google would be incredibly small! Alternately, with Facebook, you can target any man in the world older than 14. That’s a huge opportunity!
3. The Emotional State
Our rational self is like a tiny man riding an elephant. The man is sure he’s in control but when he and the elephant disagree on which way to go… guess in which direction they’ll go?
The elephant is our emotional side, our subconscious. If he can avoid it, he doesn’t like changing his habits, for example, learning how to use new products, shopping on a new website, etc.
Your design should address both the man and the elephant. Don’t limit yourself to product features. Motivate the elephant with images and copy that engage them emotionally and highlight product
4. Where should you display your ads?
- Newsfeed: Highest CTR & Engagement Great to drive Sales & Leads Can generate additional organic results.
- Right-Hand Column: Low performances & price Good for retargeting.
- Mobile Newsfeed: Great for Mobile App Installs & Engagement. Tough to get website conversions.
5. Targeting Facebook Ads
- Country: Huge price & performance differences. Never mix in same AdSet. (For same ad in one country I paid $0.01 and another country $1-$2)
- Custom Audiences: Best targeting right now! Require a big email list.
- Interests: Used to be the best option. Less effective due to spam & like buying. Still relevant.
- Gender: Depending on the market, targeting just men or women can make a huge difference.
- Behaviors: Many interesting options. Purchase behaviors is remarkably useful for eCommerce
- Connections: Effective depending on the quality of your page’s fans. Good for generating likes and engagement.
6. Bidding Guidelines
- Optimized CPM nowadays is usually the best choice
- Use CPC or CPM when you’ve already know your perfect audience.
- Don’t bid too low. You may not reach enough people and, generally, you get what you pay for.
Resource: AdEspresso by Hootsuite
Your website is the window of the product and services you offer. And it must be in top-notch condition to impress your customers. If you have a highly impressive website and it is not able to reach your potential customers then all your hard work goes in vain. So, to make sure that your website is visible to your customer or clients, you must ensure that you do SEO of the website. But only doing SEO is not enough, you also need to do SEO audit frequently to ensure the good health of the website.
SEO audit is done to optimize SEO performance and also track the overall website performance. There are many professional SEO agencies that offer website SEO audit services. You can hire any SEO agencies to avail SEO audit services. Many may ask why SEO audit if you are already doing SEO for your website. Before going into detail as why you should do SEO audit, let us first learn what does SEO audit mean.
What is SEO Audit?
Website SEO audit is the examination of website’s health whether it is working smoothly and meeting the requirements of User and Search engine. SEO audit also provides an SEO score report that displays the ranking out of 100.
As the SEO changes constantly, it is necessary to frequently optimize the SEO report to ensure that the website is well ranked in the search engines.
Why is it Important to do SEO Audit?
SEO audit not only helps to improve the website ranking in the search engines but also helps you to fix several other issues. Listed here are few:
Check SEO Issues: SEO audit helps you to track any underlying issue related to SEO if any of them are there. Therefore, you can fix the issue before it becomes worst and starts affecting your website performance.
Improve SEO Score: It is very essential that your website scores well so that your website performance is well maintained. SEO audits help to improve SEO score which also affects your website performance.
Improves Search Ranking: A website must have a good ranking in the search engine list to get popularity among all. SEO audit helps you to keep an eye on the search engine ranking by providing the ranking report.
Synchronize SEO Updates: To work effectively, a website needs to have a synchronized SEO updates. And SEO update just helps the website to sync with all the SEO updates.
Website Technical Issues: A website may have hidden technical issues that can be identified through SEO audit. Some of the technical issues that can be noticed through SEO audit are page loading speed, indexing issue, server issue, analysis of Google search console data, crawl issue, Google Adsense and more.
Content Related Issues: SEO audit not only helps you to identify SEO related and technical issues but also helps you to recognize content related issues. Content duplicate issue or plagiarisms, content relevancy, keyword consistency, page length are some of the content related issue that can be addressed through SEO audit.
Website Speed Analysis: SEO audit helps you assess the speed of your website and also provides the ways to improve its speed.
Social Sharing Button Analysis: This analysis helps you to integrate social sharing buttons on your blog website so that your website gets more traffic and popularity.
Algorithms Changes: Search engine giants like Google, Bing, and Yahoo keep on changing and updating the algorithms in order to provide a better search engine services. And to stay ahead of your competitor, you must be updated with the recent change in the algorithms and you also make the changes accordingly.
Webmaster’s Guidelines: Webmaster maintains the websites as a website administrator. It introduces and alters guidelines for the websites to ensure a smooth running of the websites. The most popular webmaster tools like Google and Bing constantly change the guidelines. And SEO audit helps you to update your website as per the new guidelines.
Website Errors: Website may contain error like the error message or broken links. SEO audit helps to catch these errors and improves the website traffic and search engine ranking.
Closes the Skills Gap
Sometimes there is skill gap found between the team who is running a SEO campaign and other teams like the content team. The content team may be writing good content but those content are not being used in the right way. In this situation, SEO audit may help to catch the problem and solve it.
Analysis the strength of Your Competitors: You must know the strength weakness of your competitor to stay ahead in the curve. SEO audit helps to monitor the SEO activities of your competitor and also inform you how well they are performing in the market. For instance, you will know the source of the good links from where your competitor is earning speed and traffic for their website. This further helps to incorporate the links in your website that improves the site’s performance.
Reveal the Weaknesses of your SEO Strategies: While carrying SEO audit, the main drawbacks and weaknesses of your SEO strategies will be revealed. You can then improvise effective changes in the SEO strategy to fine tune your website. Once you are aware of the loopholes in your SEO strategies, you will definitely not use the old strategies and work on to implement the more effective and new ones.
Technical Analysis: SEO audit also performs a technical analysis of your website which unveils the technical glitches of your website. It helps you to know the compatibility of your website with mobile devices, loading time and whether the interface is responsive or not.
Now that you know how much SEO audit is helpful for the effective working of your website, you must consider doing SEO audit frequently for a well maintained and successful website for your business.
In the era of globalization, internet is the key tool to promote your business online in any part of the world. From just a web page, the online sphere has been emerged as the most effective business promotional tool. Gone are the days of expensive means of advertisement through banners, hoarding and television ads, now social media has top the list of best advertisement platform. With the evolution of social media sites like Facebook, Twitter, Pinetrest and Instagram, there is no looking back for the companies. Forget expensive advertisements, small business don’t even have an office and they sell everything online.
There are many social media marketing service companies that offer services to promote your business online. But if you are a new user of social media websites searching for Digital marketing company in Mumbai or in any other part of the country this article might help you. Before hiring a social media agency to do the marketing stuff on the social media platform, you must know the basic.
Listed here are some of the tips to use social media for your business.
Study Your Product & Customer
Before indulging into promoting your product or services online, you must learn details about your product and research your potential customers. Once you know your product better, you will be able to pitch your product better in the right platform. Suppose you manufacture cosmetics then you must find out the potential social media page where there is more number of active customers who constantly follow the page to buy or learn about new products.
Make an Account in the Social Media Pages
To start with, you must have an account in the social media pages like Facebook, Twitter, LinkedIn, Google+, and YouTube. You can make a business page in the Facebook and introduce your products to the customer. In Youtube, you may upload a small video about your products and services.
Get a Social Media Manager
Once you start uploading content and adding followers on the social media platform, it becomes difficult to manage everything. So, you need a social media manager to manage the content. So, it is best to make an account in the Ping.fm and HootSuite that help you to manage everything in one site from message to real-time click.
Upload Content & Updates
Your social media page must have the content and information about your business. Such that when a follower visits the page, he/she must get the basic information about your business. The page must have an introduction about the products and services. You must upload some pictures on the website to keep the view engage to your website.
Engage the Followers
You must start a conversation on the page to engage the followers otherwise they will just visit and leave the page. It may be in the form of poll and product reviews. You can start also a forum in the page to discuss and answer any question and queries related to the products and services.
In January 2017, Google announced its intent to penalize pages where content is not readily available to the users. That’s on mobile search wherein pages with pop-ups will not be shown on mobile results pages. By virtue of this announcement alone, it is safe to say that having pop-ups and other forms of interstitial ads or those ads that ruin the overall user experience (UX) negatively impacts search engine optimization (SEO).
Interstitial ad defined
Commonly known as a pop-up ad, an interstitial advertisement appears as a page overlay covering the actual content of the page. A user will have to perform an action like clicking the x icon or filling out a form to close or remove the ad. Showing the ad is timed, for instance, after spending up to 30 seconds on the website.
Google also outlines some exceptions. For example, if it’s a legal-related ad that may affect the use of the site or if it’s about informing the users of using a cookie, then you may continue doing so. The same goes with if the site is not kid-friendly and age verification is required, a pop-up is acceptable since this doesn’t affect the UX.
Basis for being penalized
With Google’s announcement, it is high time to rethink this strategy because it ruins the UX and at the same time, places the users in a compromising situation albeit being a quick one. In case you are wondering whether you will be penalized or not, consider the following.
- A pop-up that covers the main content of the page
- A pop-up that appears above the fold where a user needs to scroll down pass the ad and onto the main content of the page
- A pop-up that covers the entire page that a user needs to act to access its main content
If you are implementing interstitial ads that reflect any of the above categories, you need to remove them now. Or you may resize the ad and change its placement. For as long as it is not intrusive and will not ruin UX, it will be okay with Google.
Rules to follow to avoid being penalized
Now if you are already or on the verge of facing a penalty, there are specific ways to recover.
- Resize the pop-up
- Place the pop-up below the fold
- Don’t cover the main content
- Change the timing of the pop-up
- Reduce the frequency of the pop-up
- Use banners instead
When it comes to banners, again, as long as it is not intrusive and do not make the main content inaccessible or unviewable to the users, using them is okay.
Always think of UX when making changes to your website because these changes could also have an impact on your SEO campaign. Good if the changes affect your site ranking and traffic-wise positively, and it will not be good if the impact is negative since it means a penalty like lower rankings or worse, de-indexation. You don’t want that to happen to your site, right?