Get The Most Out Of Facebook Ads

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Facebook Paid Ads are a great way to spread the word about your business. They also help drive people to your company’s Facebook page, where you can share content and your messages at no cost. Why wouldn’t you want a captive audience of consumers who actively seek out your message? Well, Mona Elesseily, of Search Engine Land, has five ways to get them by effectively utilizing Facebook Ads.

1. Target your target

Be as specific as possible when using targeting features. Instead of limiting your ads to ‘only men’ or ‘only under 30’, narrow it down further by using education level, specific interests or workplace. The idea is to make a user feel as if your ad is speaking directly to him or her.

2. Use effective goals

While I think using ads to drive users to your fan page is a great idea, you need to set specific goals and track your progress to get the most from your effort. Exactly how many fans do you want to add each month? Exactly what demographic do you want to see improved growth from?

If you’re the type who wants to see their Facebook fans turn into conversions, you can set goals for that too. For every 50 fans on Facebook, how many conversions do you want to see?

Set specific, trackable goals, then be sure to follow up and tweak your strategies to discover what works and what isn’t worth your time and money.

3. Grab users’ attention

Put yourself in a typical Facebook user’s shoes. Your eyes aren’t focused on the sidebar where the ads are located. You are reading your friends status updates and looking at their latest pictures.

In order to steer their eyes away from their timeline, you’ll need bold colors. You can try using a colored border for your ad, but I tend to think this has been done so much, users are starting to tune it out.

Images of celebrities, especially female celebs, still tend to get a few looks, however.

Once you have a user’s attention, be sure to give them a reason to click on your ad. Put an immediacy to your ad with phrases like ‘Act now’ in order to take advantage of a specific, limited-time offer or special.

4. Images plus text

An ideal ad combines a brightly colored, eye-catching image with big, bold font that is easy to read. Again, the message should compell users to act.

5. Don’t get stale

I mentioned users tuneing out, or glossing over ad styles they’ve grown accustomed to, so take that lesson to heart. Change your ads often so users don’t get so used to seeing them that they stop even noticing.

You don’t necessarily have to reinvent your ad on a weekly basis. Instead, change details like color of your logo, font or just a different image.

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‘Cachetown’ Makes Your World A Video Game

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Imagine being able to point your phone’s camera down a normal city street and see a video game type environment complete with puzzle boxes and coins up for grabs. That’s the reality that a San Diego based start-up, called Cachetown, hopes to bring to fruition.

The positive spin here is that once you’ve created interactive games for people to play, you can add in an advertising angle and use this “augmented reality” to offer deals and promotions for stores on the other side of a user’s lens. Maybe you point your phone at a restaraunt and see an opportunity to get half off your next meal.

Tom Cheredar has more at this story at VentureBeat, including a commercial produced by Cachetown. The most interesting thing about the video is that it even seems to realize the one, looming drawback to this technology. No one wants to walk around the streets looking at their phone. Whether it’s a reluctance to look like a tourist, holding up your phone in your own town or a fear of walking into a bevy of obstacles, most people would likely be reluctant to fully embrace Cachetown’s current model.

The idea is sound, however, and could have some interesting implementations coming very soon.

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Find Out What Your Audience Wants To Know

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I’ve talked a lot about how important it is to try to think like your customers. It’s always important to find out what people are thinking, what questions they are asking, etc., but I didn’t offer any specific ways to accomplish this. But today I have one method of finding out what questions people are asking about topics important to you.

Justin Arnold from The Mighter Pen suggests using Twitter because it offers real time feedback on what people are talking and thinking about relative to keywords.

Of course, this is pretty common knowledge, but what people don’t realize is Twitter has some key features built into its search engine that really benefit the person looking for questions people are asking.

Finding out what questions people are asking is as simple as adding a space and a question mark after a querie. Suppose you are writing about painting. You can search ‘painting’ but you probably will get a lot of extraneous posts not of interest to you. If you search ‘painting ?’ however, Twitter filters your results to only include tweets with questions.

Now, the problem we are faced with is Twitter is used pretty heavily for promotion. Don’t you wish you could filter out any tweet containing links to avoid all of the ads? Well, you can. Just add ‘-filter:links’ to your searches to do away with all of the promotions. What you have now is a list of questions users are asking about a topic in real time.

This is just one way to try to get into the minds of your audience. Trying to gain some perspective is always important when creating content.

 

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Fake Facebook Profiles Affect Hundreds of Facebook Users

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Imagine taking up the cause of a young boy with cancer only to discover that the boy never existed. That’s the reality of hundreds of Facebook users after a recent scam concocted by a Florida restaraunt owner was brought to light.

As Melanie Eversley reports for USA Today, Cindy Choi, 28, created the profile of ‘Kevin San Roman’, a boy living in Spain with leukemia. She also created a profile for his younger brother, ‘Lucas’.

Choi is most likely suffering from a version of Munchausen Syndrome, which makes her motive the attention and sympathy garnered from her false personas.

Though many young girls were “online girlfriends” with the fake profiles, Choi reportedly never met up with any of them. It appears as if playing on the sympathies of others was Choi’s only real wrong doing.

This is certainly not an isolated case. There have been a number of similar stories exposed recently and one would imagine there are currently other scams that continue on Facebook. Hopefully, stories like these make users more wary of who they put their trust in.

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Black Is Not Your Friend In Design

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There is one simple color rule that has helped me endlessly in my designs, and I learned it in junior-high school. Unless you absolutely need to, never use black. It sounds strange to many, but it is a rule I live by now.

When you see dark things, it is common to assume they are black. It is actually very hard to find things that are pure black. It is possible, but most of the common things you will think of aren’t. Roads, for example, are not black no matter how recently they were paved.

Not even shadows are black. Any good painter knows this. Shadows are tints of a background color, and they are pretty much never actually black. They also reflect what type of light is being cast.

Now the reason it is important to note how hard it is to find a pure black is because pure black always overpowers other colors by comparison. It just does not naturally sit with most color palettes.

This goes double for web design. Even in apps or sites that seem to have black as a prominent part of the color scheme actually use dark grays, which are muted so they sit better in the composition.

Ian Taylor Storm, co-founder of Segment.io, also warns about the importance of saturation. Adding some color to grays helps liven them up a little. If you have a really dark gray, saturate it really heavily. Light grays will only need around 3%-5% usually.

The design for Facebook is a great example of this idea. All of the grays are saturated with the trademark Facebook Blue. The same goes for Facebook’s apps.

There is always a time and place for pure black, but it should be a rare occasion. Usually, a more natural color will suit your needs much better.

 

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Google AdWords and Analytics Form One Powerful Tool

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Google’s Dan Friedman recently took to the Google AdWords blog to discuss new integration between AdWords and Google Analytics. As David A. Utter reports for eCommerce Bytes, Friedman also shared a few tips for how users could benefit from the data gleaned from Analytics.

High Engagement Groups

Analytics allows you to discover ad groups that, on average, stay on your site longer and visit more pages per visit. Typically, those numbers would suggest a group with high levels of engagement and one that would give you great returns with an increase in your ad budget.

High Engagement, Low Conversions

You may notice a group or page that seems to have high engagement, but isn’t yielding enough conversions. Use this information to target those users with promotions or any other way to light the fire beneath them and get them to turn into a conversion.

Short Visits and High Bounce Rates

Monitoring for pages that aren’t doing so well is important too. But you can turn a negative into a positive. If you notice a certain page isn’t yielding the results you’d hoped for, use that page for A/B testing. You may discover a way to improve your site as a whole.

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House Crashers Busted Via Facebook

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Last summer, a South Carolina family took a vacation to New York. They returned home to a house that appeared to have been untouched in their absence. The truth, as they would come to find out thanks to Facebook, was that their children’s classmates had broken in and thrown a party while they were away.

The story was reported by The Today Show and you can watch their report here. The family evidently only discovered evidence of the party when pictures surfaced on Facebook. The father says he didn’t recognize the kids, but he did recognize their surroundings.

Though the incident took place months ago, police consider it an open investigation and are using photo tagging to identify suspects.

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Get the Most Out of Twitter and LinkedIn

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Social media platforms like Twitter and LinkedIn can be overwhelming. There are so many users, all looking for a different experience, that it can be difficult to find who and what you’re searching for. Mallory Woodrow has five ways to network better in her post at Forbes.

1. Connect with those with an opinion you value

Next time you’re reading an article or blog post in your area of expertise, note the author and seek them out on social media. Comment on their articles and tweet at them to build your connection.

2. Write your own content

If you have a business and an are of expertise, you must have something relevant to say and share. Write your own articles. You can share them through social media and connect with others who comment and connect with you.

3.  Use Keywords to sift through Twitter

Twitter is utilized everyday by professionals and non-professionals alike. Even your own timeline may be muddled with a range of personalities. So, to get what you’re looking for, search for keywords. Try to narrow it down as much as possible by getting specific.

Once you’ve found some relevant tweets, get in the conversation with some replies.

4. Join LinkedIn Groups

Similarly, you can search for LinkedIn groups on your specific area of expertise. In some cases, you’ll be able to poke around and make sure a certain group is what you’re looking for before you join.

5. Connect with people interested in you

Be sure to check who is viewing your LinkedIn profile about once per week. If someone who’s shown an interest in you is relevant to you, meaning involved in your field or in a position to help you, reach out to them and build a new professional relationship.

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Quick Fixes For Your New Google Shopping Issues

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Google Shopping officially switched to a paid service for businesses at the beginning of the month, which means a whole new set of issues for users trying to get their Product Listing Ads campaigns up and running.

Mary Weinstein reports for Search Engine Watch that AdWords support staff has been less than helpful when trying to resolve these new issues. So, here are the problems you’re likely to encounter and how to fix them.

You may have found that trying to get your Auto Targets to validate is extremely frustrating. Don’t throw your computer out the window just yet though.

  1. Check to make sure the wording on your Auto Target and the wording on your product type or AdWords label matches exactly. If it isn’t a carbon copy, with no special symbols, AdWords may have trouble matching them.
  2. Check your filters. Ideally, you have no filters running for your PLA campaigns. If you open the filters tab and see filters being applied, remove them from this campaign and you might just solve the problem.
  3. Check the PLA campaigns ad extension. Your AdWords account should be linked to your Google Merchant login. Also, if you have multiple logins, make sure this campaign is linked to the correct one.

Hopefully, these quick fixes will get you up and running with PLAs and allow you to avoid the time waste that is Google support.

 

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Facebook Success Measured Differently Than Marketing Success

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I’ve read a number of articles suggesting that Facebook is not an ideal marketing platform because your business will see a small click through rate from your Facebook page to your website and, perhaps, an even smaller conversion rate. And you know what? That opinion is dead on.

Those aren’t the proper metrics to measure Facebook success, however. In baseball, you don’t figure batting average by how many times the hitter successfully contacts the ball. He has to actually get a hit. Well, in terms of Facebook, your business gets a hit when a user ‘Likes’ your page, not when a user buys something from you. I know, that’s pretty contradictory when you consider the basics of marketing. But, it’s time to embrace the idea that sometimes brand awareness is the goal.

Avinsash Kaushik wrote a tremendous, but lengthy, blog post recently on this and many other topics that I urge you to read. He touches on advertising on Facebook, as well. Again, this is not a way for you to drive traffic to your site. You advertise on Facebook to get Facebook users to your Facebook page. It’s all very Facebook-centric.

Obviously, Facebook is not the only weapon you need in your marketing arsenal. Having a large, interested, captive audience on Facebook is a great thing. You can deliver as many messages to fans of your page as you want and they don’t cost you anything. But, while those fans might buy your product when a need arises and they might tell others about your product, you need other, more traditional marketing methods to truly impact your bottom line.

The most interesting part of marketing on Facebook seems to be that you can’t be marketing to users on Facebook. That is, those that attempt to use Facebook in the wrong way, which is marketing directly to consumers rather than attempting to build an audience with their page, fail with Facebook. But, if you have great content and create an entertaining forum for fans to gather with your Facebook page and don’t alienate them by bombarding users with ads and attempts to turn them into conversions, you’ll succeed with Facebook. Soon, those fans of your page will turn into conversions on their own and may even breed more conversions.

So, whether you’re struggling to gain ground or are just starting out with Facebook for your business, remember to measure success the right way and always consider your audience.

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