Category Archives: Online Advertising

3 Questions to Ask When Setting up Facebook Ads

Facebook AdsAs most of you already know, Facebook released a new algorithm a while back which made it harder for business pages to see success with normal posting and updates. While this has likely been very frustrating for many of you the good news is that Facebook allows you to run promoted posts and pay-per-like campaigns to help improve your brand’s reach.

We are seeing a lot of success and great return on investment for our clients that are running pay-per-like and/or promoted post campaigns on Facebook. Over the past year we have been polishing our technique and strategies and want to share a few tips and tricks with you.

1. What are your goals?

It is important to write down your goals before starting any paid advertisement campaign so take some time to think through what you want to achieve. Are you looking to promote a new product, open job opportunity, increase your audience and drive traffic to your site? Your answer to this question will provide the foundation for your ad campaign and ultimately control which ad type you end up choosing.

For instance if you are looking to increase your audience size you would most likely setup a pay-per-like campaign whereas if you are looking to promote a new product you would most likely setup a promoted post campaign with posts about that new product.

2. What is your budget?

Budget is important to consider and the great news is that you do not need to bankrupt your business to get positive results with Facebook ads. While we have seen budgets as low as $35/month and ones over $1500/month, often times, $100 to $500/month is enough to start moving the needle.

3. Who is your audience?

This is perhaps the most important piece to the puzzle. Take some time to think, not only, about the audience that your business currently serves but also the audience you would like to reach. Some important questions to consider are:

a. What gender is your audience?

Even if you serve both male and female it is important to think about who the decision makers are in that purchase process. For example both men and women enjoy watching television but most of the time males will likely be the decision maker when it comes to making the purchase. On the other hand, the female of the household will likely control the grocery shopping decisions.

You might being saying, “Wow they are being very general and making a lot of assumptions.” You are correct we are being very general and making a lot of assumptions and in this particular scenario it is important to think this way at least a little bit. The goal here is not only to reach a lot of people, but also reach people you are more likely to convert.

If you target both male and female and the male makes the buying decisions you might be wasting a lot of ad spend dollars for ads that are being shown to people who are less likely to convert.

b. What Age is your audience?

Age is very important when setting up your ads. We recommend setting your age range slightly below and slightly above your audience age. This might need adjusted as you go along or as you run different types of campaigns.

For example if Dick’s Sporting Goods was running a special on baseball bats they would want to target high school students and parents of those high school students. This age range could look like 16-35.

It is possible that a 15 year old and a 40 year old could be looking for a baseball bat but targeting 16-35 will target the group that is most likely to convert.

c. What is your audience interested in?

Do you have a large national competitor that has a lot of Facebook followers? If so, there is the possibility to target only people who follow that competitor’s page. It is important that this is done with integrity and in a way that follows Facebook’s advertising guidelines. For instance you can target those who follow a competitor’s page but you cannot add their logo to your images or pose as that competitor.

I hope that this article provides you with some valuable information about how to go about setting up your Facebook ads. Feel free to ask questions in the comments below and if you would like to talk to someone about social marketing contact us today!

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Google Tag Manager

TagManagerRecently I have been putting quite a bit of effort into rolling out Google Tag Manager for many of our client sites. It has been a rewarding process and I wanted to share some of the things I’ve learned along the way.

First, what is Google Tag Manager?

One of the foundational building blocks of a website is the tag. It is a way that functionality can be added to the site in a fairly simple manner. The functionality can range from tracking activity and usage to adding features like chat to a site. Each one of these tags is generally pretty simple and easy to understand, but as the number and complexity of the tags increases the challenge of keeping track of them and making sure they are on the correct pages also grows. This is where Google Tag Manager comes in. It allows us to place a single tag called a container on the site and then add and remove tags to that container based on a variety of rules.

Once the container is in place tags can be added to the site without needing to touch the templates or source code, which greatly reduces the risk that something can go wrong when adding a tag. It also makes it much more simple to change or update a tag when needs change.

There is another benefit that I really appreciate: the ability to test tags before they are rolled out. This allows a set of tags to be tested on the site before they are rolled out to all users. This has been especially helpful when trying to troubleshoot complex tags.

This is just scratching the surface of what can be done with Tag Manager, but hopefully it is enough to give a glimpse into why I’m so excited about using it. If managing tags is something that you could use help with, get in touch with us, we would love to help you out.

Update Your WordPress (Because Security)

There are a number of reasons to keep WordPress up to date. The main one is security. Sure, it’s nice to have updated plugins and features, but that should come second. The most important features of updating your WordPress would primarily be security, with an added benefit of increased plugin features

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One of the most popular plugins to install is WordPress SEO by Yoast. This is a great plugin that is designed to provide WordPress sites with the ability to be fully optimized. The plugin also keeps the various SEO optimizations in a simple format. There are two main fields, SEO Title and Meta Description. The SEO Title is one of the main factors that go into search rankings, as it provides both a name and expectations for the content within. The Meta Description is the snippet of information that comes up in a search result, and is best used as a summary of the page with some level of a Call-to-Action.

The other two main features of the WordPress SEO by Yoast plugin are the Snippet Preview and Focus Keyword. The Snippet Preview allows you to see an estimate of what the organic search result will be for the page you’re optimizing in WordPress. The Focus Keyword helps to ensure keyword consistency in the page; it is not a Meta Keyword field (which is not at all recommended for use).

All of these pieces compile to make a plugin that provides a good level of benefit for its users. I have seen a number of updates come through for the SEO plugin with updated features and fixes. While these are all well and good, there was one glaring issue recently, security.

We recommend you update your WordPress and plugins at a minimum of every month, if you can. In case you missed it, WPScan discoverd a security exploit in the WordPress SEO plugin for un-updated versions in early March. The un-updated versions of the plugin are vulnerable to Blind SQL Injections. In brief, this security issue could lead to an individual to attack and compromise the entire site. There is a new security fix (version 1.7.4) for the WordPress SEO by Yoast plugin. I recommend updating this plugin right away.

There are a number of plugins and other add-ons for WordPress that can make the platform easier to use, or expand its overall use. Make sure your WordPress site and plugins are up-to-date to avoid new security risks!

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It’s Not You, It’s Facebook…

If you manage a Facebook business page, you may start seeing a decrease in likes over the next few weeks (or maybe you have already seen it). But don’t worry, you didn’t do anything wrong!

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Facebook recently made an announcement that it will be removing page likes for any memorialized or voluntarily deactivated accounts. So if you saw a significant dip in your numbers, it was because this action was done all at once and not slowly over time. This isn’t a bad thing; Facebook is just making it so that your message is reaching people who are actually USING Facebook. So what does this mean?

A Deactivated Account

A user can choose to temporarily deactivate a Facebook account at any time. This does not delete the account; it just sets it in a state of suspended animation if you will. All of the information is preserved so if the user chooses to reactivate the account, all of the information previously listed on their profile will still be there when they get back (including liked pages).

What this means for you?

When a user deactivates their account, it will appear in your Facebook insights report as a page “unlike.” Once the page is reactivated, it will show up as a new like. No harm, no foul.

A Memorialized Account

Another new feature rolled out by Facebook is the Memorialized account. Memorialized accounts are a way for people on Facebook to remember and celebrate those who have passed. A living user can actually identify a legacy contact that can access a person’s Facebook account in the event of their death.

A legacy contact will have the option to share a final message to old friends and respond to new friend requests. Legacy contacts cannot log into your account, remove or change existing posts or read your direct messages.

What this means for you?

When a Facebook account is confirmed as memorialized, it will appear in your Facebook insights report as a page “unlike.”

In short – Facebook wants to make sure that you are speaking to your real audience. By eliminating deactivated and memorialized accounts, you now have a more accurate representation of your actual audience.

Are you interested in expanding your Facebook reach a little further but don’t think you have the time? Send us a message – the brains here at TKG can put together an entire social management strategy to help support and grow your business.

 

Want Great Content? Do What You’re Already Doing

One of the biggest concerns I hear when it comes to content is “But we don’t know what to put out there.”

I get it. When you’re involved in the day to day tasks of running your business, it’s tough to think of creating content.

Fortunately, it’s likely you already have good things going on that you can re-purpose, re-use or recycle to make great content. OR, alternatively, you can add something simple to your daily routine that turns into regular content.

But first, allow me to give you a little inspiration.

You might have heard of a little TV hit called Glee, a weekly show about misfit high school students finding their place in the world through music. Maybe you’re a “Gleek” or maybe you think the show is the silliest thing this side of Fonzie jumping the shark, but there’s no denying that this show set a new precedent in cross-channel content marketing.

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In fact, ratings aside (which were great the first few seasons), this show set records with singles, albums and even live tours. For instance:

  • The first ever single released by the cast, “Don’t Stop Believin’” received platinum status with over one million sold
  • The cast overtook Elvis Presley as the fastest act ever to have 20 top 40 hits in just 57 weeks (Elvis was 88)
  • By 2011, just two years after the show aired, they had over 36 million digital single sales worldwide
  • By 2011, they had 11 million album sales worldwide
  • The show has several reality spinoffs, DVD and Blu-Ray releases, an iPad app and karaoke games for Wii
  • In 2011, a live tour kicked off…and of course, it wasn’t just a live tour. A concert film based on the tour was released shortly after the tour ended
  • The show has hundreds of thousands of fans worldwide who now create content about the show, often uploading tributes, songs and other manifestations of their fandom to YouTube, Facebook and Twitter
  • And how’s this for power? The casts’ cover of Rihanna’s “Take a Bow” actually increased sales of Rihanna’s original single by 189%

Glee also inspired the mega-hits of Nashville and Empire, country and hip-hop nighttime soap operas, respectively. These shows also release albums and merchandise based on the music written and performed for the show. Nashville, now in its third season, has released TEN albums, the first of which reached number one on US charts.

Now, I’m not saying you need to release an album for your business (though that could be fun!).

What I am saying is that it’s likely that you’re already doing things for your business that could easily translate to content you can use to market yourself (and maybe even generate more revenue). Glee didn’t create “extra” music to give to the masses…they already had it within the premise of the show; they just figured out new ways to distribute it.

Here are a few ideas to create content from the regular things you do for your business:

  1. Do you release a newsletter? Each news item could be re-used as a mini blog post, told as a quick 60 second update to an iPhone video recorder, or recorded as part of a podcast series.
  2. Do you often answer the same questions for customers over and over? Create an infographic with great visual answers, start a helpful podcast that discusses and educates people on your industry, or start a “Pro Tips” section on your website.
  3. Do you have a dynamic and engaging individual in your company who loves working for you? Give this individual freedom and creative space to create short videos, take photos and post to your Social channels for you, about you!
  4. Does your company have a rich history, complete with old photos or videos left sitting in a box or lonely hard drive? Scan photos and release them regularly to your Facebook page or Instagram account with the hashtag #tbt to give customers a glimpse of all the great things that make you, YOU. It’s especially fun if you work in a technical field and you can show how far you’ve come!
  5. Does your company have a process you do every day? Document this process every day or week with a photo, then show the collage one month, six months or a year later!
  6. Do you have a customer or two that just LOVES what you do? Invite this individual to create content for you, either by showing off how your product or service works, or giving a testimonial.
  7. Do you have a series of pdfs or articles about a certain subject in your industry? Combine and edit this information as a free digital whitepaper that prospects can download in exchange for an email address.
  8. Do you have a core group of very loyal customers who buy your product regularly? Consider creating a membership club where these customers get “insider access” to special prices, exclusive products, and of course, short videos, articles or podcast episodes that talk about how you created something special for them.
  9. Do you have a salesperson or leader within your company who is especially knowledgeable about your products, trends in the industry, or common problems? Record a weekly podcast where this individual discusses a topic for 15-20 minutes. Upload to Soundcloud, Stitcher or iTunes at the same time every week and invite customers and prospects to listen and share.
  10. Does your company work with the same vendors time and time again? Profile your vendors on video or on your blog, ask them to explain why they love your working relationship, and post to your respective Social channels.

I’m sure there are many more regular things that you’re already doing in your business that can be converted to content. Don’t overthink! When it comes to content, there’s no need to re-invent the wheel. Nashville has now released two albums of songs by a particular cast member…after those songs already appeared on another album.

It just goes to show you, sometimes content is just about showcasing something you’ve already done in a new and interesting way. So what are YOU already doing?

How to Avoid Social Media Slip-ups

Okay, let’s talk about your social media plan.

If you have one in place, great. If you are still asking yourself what a social media plan is, that’s okay too. You’re in the right place.

Chances are, if your business has a social media presence, you’ve had to deal with some strange comments, unsatisfied customers or even downright nasty reviews. And the more successful your business is, the more likely you are to experience these encounters. Social media mistakes will inevitably happen, but you can avoid them harming your business by following the steps below:Social media symbols

PREVENTION

  • Have a Plan: Always have a plan that outlines what to do in the event of a crisis. Are you suddenly getting bad reviews because of a defective product? Has one of your employees delivered less-than-exceptional customer service? Make sure you have a plan on how to deal with comments, @ mentions, reviews or if your business page goes viral in a bad way.
  • Bring in the Experts: Do you have someone dedicated to watching your accounts? You should. Not only will you have an extra set of eyes monitoring your social media presence, but a trained PR person will be able to react to just about any situation that comes up. You should have someone dedicated to at least several hours a week — maybe more depending on the size of your business and the size of your social media following — to managing posts and interacting with the users on your pages.

WHEN SOMETHING HAPPENS

  • Act Quickly: Do not let complaints or issues on social media sit without response. At a minimum, respond within 24 hours – but within a few hours is ideal. In today’s fast-paced world, the people reading your business page and watching your social media accounts are watching around the clock. They expect answers to questions as soon as they ask. Can you keep up? Because you’re expected to. If you let a negative comment or review sit for long enough, it will turn into an even bigger problem. Do what you can to nip it in the bud early and move the conversation offline.
  • Start a (Public) Conversation: Your customers and potential customers will be watching you to see how you react to the issue and they will judge your company’s morals and standards based on your reaction. The good thing about social media is that if you handle these types of issues promptly and professionally, lots of people will see it. The bad thing about social media is, well, if you handle it poorly, lots of people will see it.
  • Don’t Delete: Never delete comments, tweets or reviews. When you delete comments or try to “cover up” what your customers or potential customers are saying, you will start to lose your reputation and the trust that people have placed in you or your products. Instead, use the opportunity to be real with your audience while reacting and responding appropriately.
  • With that Being Said…There are some fires that you shouldn’t even bother putting out. Offensive language and all-out attacks must be handled on a case-by-case basis. If you are dealing with someone online who you just cannot get through to, ask them to contact your business or organization so that you can handle the matter privately. If someone is attacking others or using foul language or refusing to work with you towards a solution, it’s okay to pull the plug and walk away.

AFTER THE FACT

  • Apologize and Move On: If you truly made a mistake, own up to it. We are no longer dealing with the days of putting out a press release to cover up a mistake. Our social media world does not allow it. Admit you made a mistake, apologize for what you did, and tell your customers what you are doing to fix it and what you will do in the future to make sure it doesn’t happen again. Coming clean and moving on will make your brand stronger and your customers will trust you more in the long run.

At the end of the day, your business needs to understand the power of social media and how professionally-run social media pages can make a world of difference. If you have a solid plan on how to handle negative remarks, comments or reviews, your business will benefit greatly from it in case of an emergency.

Google Introduces Call-Only Ads

Google Adwords has always been a nice way to help grow leads and sales by directing customers to a website. But what happens when the majority of your business comes from the phone? In an effort to support companies who thrive on phone conversions, Google has introduced Call-Only ads.

Phone-based ads aren’t necessarily a novel approach for Google. Users have had the ability to add a phone extension to ads for quite some time, but with the new call-only ads, the main call to action is, well, to call.

Included is a helpful option to use Google-provided forwarding phone numbers in the ads. By using different numbers Google is able to report on which ads, keywords and campaigns are generating calls

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Setting Up Call-Only Ads

Setting up call-only ads is as easy as setting up any Adwords campaign, only this time instead of choosing the standard ad type, you will select the call-only field.

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Ad creation continues through the standard set-up process as you determine the geographic reach of your ads, select keywords and your desired bid strategy.

As you begin to build your ad you will see the initial call to action on call-only ads is not to visit a website but to call. This feature will be especially useful for customers who are looking for immediate service like Heating & Cooling companies or Plumbers.

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Do you think call-only ads could benefit your business but aren’t sure how to get started? Let TKG do the work for you.

ARE YOU MAXIMIZING YOUR WEBSITE FOR LEAD GENERATION?

Lead-GenerationBusinesses are focused on using their websites as a source of new customers. In fact, nearly 50% of B2B buyers indicate that the most likely way they find sales information is to go directly to a supplier website. As a result, companies are investing in site optimization to ensure they have user-focused content designed specifically to convert visitors into inbound sales leads.

Powerful content may include benefits of what you offer, case studies of your products and services, customer testimonials and lots of answers to the key question of ‘Why you?’

So, how well is your site performing in lead generation? Assume that a potential customer has explored the entirety of your website content. You have them excited about starting a sales dialogue with you. How do you translate that excitement into action? Below are several simple guidelines to maximize your inbound lead opportunities on your website.

  • Effective lead capturing requires a proactive mindset – Provide focused attention on the conversion goal right on your home page. Don’t force your visitors to initiate contact.
  • Provide more than your ‘Contact Us’ page – Many websites don’t have effective paths for customer prospects to start the dialogue. By default, it’s often the ‘Contact Us’ page. In many instances, the ‘Contact Us’ page is largely reactive and inadequate as a customer acquisition path. To increase more inbound leads, consider adding more navigation links to your ‘Contact Us’ page as well as strategically place ‘call-to-action’ options on sales-focused content pages.
  • Give visitors a reason to contact you –If the only inbound leads you are getting from your website are from the ‘Contact Us’ page, you might want to consider offering more call-to-action paths. Examples of lead generation call-to-actions include scheduling a sales demo, joining a webinar, getting a quote and signing up for a special offer.
  • Don’t rely solely on form submissions – Adding call-to-action (CTA) options such as call tracking or live chat can be very effective in generating incremental leads. In fact, many consider it a competitive advantage for visitors to have multiple contact options to consider when converting interest into lead generation.
  • Respond promptly – Once customer interest has been sparked, it’s up to you to respond and satisfy the initial itch. If you don’t, then a competitor eventually will.

Your inbound website leads are like gold, and there are simple measures to consider assuring you’re maximizing lead engagement on your website. First of all, make sure you’re utilizing every possible CTA option in maximizing lead generation opportunities on your website. Secondly, make sure you’re enabling your sales team to capitalize on the inbound leads you’re generating. Be proactive with your website so it delivers the results you’re looking for.  Maximize your lead opportunities!

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Understanding Paid Search

One of the appealing aspects of online marketing, particularly paid channels, is the wealth of data that is available. The promise of all of this data is the ability to know exactly what is and is not working. At first glance, this should be pretty straightforward: do the additional sales exceed to cost of the advertising. But for anyone that has managed an online marketing campaign there is a lot more going on and in the immense tables of numbers is the promise of improved results.

header-dartboard-sm-288Take a sporting event as an example: the number that matters is the final score. It measures success or failure and is very easy to understand. But it leaves out the details that are essential to a coach or manager to help the team improve for the next game. It doesn’t credit which players or strategies performed well and which ones did not.

The same is true of online advertising: the return on investment is the number that matters. But understanding how to improve this comes down to understanding all of the elements that lead up to that and knowing which adjustments can emphasize strengths. It takes ongoing commitment to understand what works, try new things and get to a point of having a team that consistently wins.

This is where a solid paid search partner like TKG comes in: of course we do all the research, scouting and planning to make your campaign a success. But we also excel at evaluating your performance and figuring out where to make adjustments to continue to improve your returns.

Does our PPC expertise sound like something that you could benefit from? Learn more at TKG.com or get in touch.

5 Times More Reasons To Use Video for Your Business

In case you missed it, the Super Bowl was, ahem, pretty big this year. Arguably bigger? The fbcommercials. Love or hate football, this prime-time TV real estate often boasts some of the best and funniest ads of the year.

And if you’d like, you can easily catch all the ads on YouTube, taking the time to re-watch your favorites, or see the ones you missed while grabbing extra chip dip in the kitchen.

But here’s the exciting part (and the part your business may want to pay attention to): while YouTube absolutely smashed Facebook on overall commercial views, Facebook cleaned YouTube’s clock on overall shares.

FIVE TIMES as many shares, in fact.

As of the Monday after the Super Bowl, YouTube amassed a total of 234 million views on Super Bowl ads. Facebook couldn’t keep up with that number, mostly because not all the videos were uploaded directly to Facebook, and also because Facebook’s search still isn’t nearly as robust as YouTube’s (and people rarely go to Facebook to specifically search for video…at least, not yet).

When it came to overall shares of videos, however, Facebook accounted for nearly 70% of all shares for Super Bowl ads this year, even without many of the commercials being “native” (or uploaded directly) to the platform.

So what does this mean for your business?

  1. Video content is still king, and we know from our own client analytics that video always performs well with audiences, usually far outpacing photos.
  2. Facebook is placing higher and higher importance on native video on the platform. It’s great to host a video on YouTube (and you should continue to do so, since this plays well with SEO), but we already know the Facebook algorithm doesn’t play as nicely with outside links as well as it does to content posted directly to the platform.
  3. Views are nice, shares are great, and the further your video content spreads, the better.
  4. Video doesn’t have to be crazy high production to resonate with your audience. Most newer cell phones have fantastic cameras, so if you have 90 seconds and an iPhone, you can start connecting with your audience regularly with video.

The biggest lesson? Having a diverse distribution plan for your content is key to taking full advantage to how your audience finds you and interacts with you. Facebook is great, but it’s not the sole answer to an overall content strategy. Having multiple channels, and knowing how to leverage each one will contribute to your brand message and business goals.