Do you use the AdWords tools ‘Google Keyword tool’ or ‘AdWords Traffic Estimator’? If so, this is news you’ll need to sit up and take notice of. Both tools seem to be being phased out by a new tool unveiled earlier this month, ‘AdWords Keyword Planner’.
Keyword Planner is a streamlined, focused way to launch new campaigns. Its easy to use wizard interface guides you step-by-step through the process of creating new campaigns and new ad groups.
Larry Kim, of Search Engine Land, has all the details of how to use the tool and what it is capable of doing. However, you may check your AdWords account and find no sign of the Keyword Planner. Right now, it’s only been made available in about 20-percent of accounts, but more accounts are being added all the time.
Facebook reportedly began gauging the interest of advertisers in video ad units about 6-months ago and now, as Ginny Marvin reports for Marketing Land, they appear ready to roll out video ads to newsfeeds by July.
The video ads are expected to be available for all platforms, desktop, tablet and smartphones, and at a lower CPM for broadcast television ads. However, detractors have already started wondering aloud how users will react to more ads in their newsfeed. Especially a concern about how autoplay videos will effect the site’s load times, especially for smartphone users.
Advertisers will certainly be clamoring for the ad space in the early going, but we’ll wait and see if it becomes a proven commodity.
If you haven’t launched a social media presence for your business or you’re getting frustrated trying to get your social media page off the ground, Miriam McNabb, a “social marketing professional” has some advice for you, as reported by Anne O’Connor at Nashoba Publishing.
First and foremost, there is very little sunk cost for social media marketing. So, you don’t need to worry that much about how to get started. It’s much more important that you simply start. Make a page on Facebook or Twitter and set aside some time to put out content. All you’ll be losing is some of your own time and effort.
Also, don’t feel guilty for bragging about your company’s achievements. Users like or follow you because they’re interested in your products or services, so tell them what you can do. If you donated something to a cause, be sure to let everyone know. If you have a special, sale or contest, get the word out and encourage your users to share with their friends.
Finally, establish yourself as an expert. I’ve talked about this particular bit of advice quite a bit and I understand it can be a little daunting. You may need to interact with users on more than just your own page, but finding questions pertaining to your business and answering them has a huge impact on how consumers view you. Twitter is an ideal forum for this, but you can accomplish it on Facebook too. So forget about your lack of expertise on social media and showcase your expertise in your field.
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AdWords scripts offer a great opportunity to personalize your campaigns, but they have their flaws. For instance, you’ll need to write the code yourself and their output logs are not very user friendly. Frederick Vallaeys has some in-depth, expert suggestions for frustrated scripts users to get more out of their campaigns and overcome these flaws at Search Engine Land.
Though you probably don’t need to worry about how to make scripts work for the largest of AdWords accounts, his advice on making scripts accessible even if you don’t know how to write code is particularly valuable information. Check it out if you are already using, or are thinking of using, AdWords scripts.
Running a competitions through your Facebook page can be an effective way to build your audience and enhance brand recognition. But that’s only if you do it correctly. Neville Luff posted a list of concerns at Business2Community that you need to be aware of to make sure you get the most benefit out of your Facebook contest.
Have you read through Facebook’s terms and policies and page guidelines? Probably not, but not doing so could lead to Facebook shutting down your contest. For example, requiring a like or share to win is frowned upon. And you must use an app for your promotion.
Now, if you follow Facebook’s rules, your contest won’t be embarrassingly shut down, but will you get the most out of it. Be sure you promote it properly. Too many times, a business assumes simply having a contest will attract attention, but if you’re going to go to the effort of a giveaway, go the extra mile to make sure as many people know about it as possible. You need to have a plan in place to promote your contest, as well as on to actually execute it.
Finally, give away something relevant to your company. We all love Microsoft products, but are you really getting more customers because you gave away an Iphone? If your prize gives the winner access to your services, you are building your customer base and those who register will actually be users interested in what you do.
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You may have already noticed ads with a company’s number of Google+ followers noted at the bottom of them. This is a new feature from AdWords Enhanced Campaigns and one that you, like I did, might be wondering about. Does it really make that much of a difference how many followers you have? Does it make a consumer more likely to click on your ad? According to Google, yes.
Frederic Lardinois reports for TechCrunch that these ads with the follower count ‘annotations’ receive a 5 to 10-percent bump in CTR than regular ads. A large number of followers would likely lend a little more credibility to an ad, but those companies with thousands or millions of followers likely already have that credibility through name recognition.
And this new feature isn’t available to just anyone with an AdWords account. You’ll not only need a “significant number of followers”, but you also need “recent, high-quality posts”. The whole thing sounds a little subjective, but it may be worth putting the time in to build up your Google+ page to get the boost in CTR.
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There’s a legitimate concern when marketing your business through social media that you will overstep your bounds and actually turn off users while you’re trying to attract them. Remember, in today’s climate, people don’t trust and simply don’t like salesmen.
Rachel King reports this was a hot topic at SugarCon 2013 over at ZDnet. Mathew Sweezey, a so-called “marketing evangelist”, had some suggestions to keep you from becoming creepy in your sales pitch to consumers. They could be of value when diagnosing your current social media philosophy. Of note, Sweezey doesn’t believe in connecting with consumers through Facebook because he feels it is more of a private, personal community than Twitter or LinkedIn. There could be some debate on that point, but at the very least you should approach users differently on different social media platforms.
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Facebook has long struggled with how to monetize the site without alienating its users. Though there have been many outspoken critics at every new ad update, for the most part the number-one social networking platform has done an admirable job. There newest innovation, however, might rub the public the wrong way.
Julianne Pepitone reports for CNN that ‘Partner Categories’, Facebook’s newest feature for advertisers, allows users to be grouped based on purchases made both online and in a physical store. That’s right. If you hold a membership card at your local grocery store and purchase a larger than average supply of one item in particular, Facebook, and its advertisers are going to know about it.
As an advertiser, you’re probably pretty excited about this development. While you won’t be able to see specifically who you are showing ads to, you will be able to see how many people fall into each category and why they were placed there, meaning what buying habits they exhibited to fit in this particular group. In this way, you get a more focused audience and can only show ads to people likely to be interested in your product.
As a typical Facebook user, you may feel that your privacy is being infringed upon. Previously, advertisers could only group you based on the information your volunteered on your profile and your online activity.
So, is Facebook going to far with this new feature? Regardless of your opinion, I’m guessing ‘Partner Categories’ isn’t going anywhere and similar innovations will be popping up for advertisers on other platforms soon.
We see banners everywhere, especially in advertising. Whether they’re online, printed on cloth and draped across an entrance, or splashed across a billboard, banner ads all have the same core principles.
Some of the entries are a little obvious like “grab attention” but they go the extra mile (or pixel if you enjoy the same type of lame humor I do) by explaining shock or surprise isn’t the real way to grab attention. Making viewers want to interact is the real trick to getting someone’s full attention.
Some of the other seemingly obvious suggestions shouldn’t need to be said, but so clearly are needed in the current marketing environment. There are only so words you can fit on a banner before it becomes illegible, and complex fonts make that word limit somewhere between one and five words. If someone can’t tell you what your ad said with just a one to two second glance, you’re trying to squeeze too much in.
Seriously, clarity is so important their list includes it three times with the entries “Message Clarity” and “Succinctness” and I don’t fault them for it. Keep your banner short. I’ve seen far too many ads at the top of my screen and running along the tops of subway cars absolute packed with words in a variety of fonts and all they ever do is hurt my eyes. Viewers remember the short and sweet.
There is obviously more to banner design than keeping it simple, but it opens up the big question addressed by many more of Onextrapixel’s list; “how do I convey a memorable message with so little?” If you can find an answer to that question, you are already well on your way to a great banner.
00TMOhttps://www.tulsamarketingonline.com/wp-content/uploads/2018/07/TMO-Logo.pngTMO2013-04-17 12:06:362013-04-17 12:06:36The Alphabetical Guide To Great Banner Design
You’ve probably read plenty of articles, including some on this blog, that have informed you how important your keywords are to your PPC advertising campaigns. If you’re using short, broad, generic keywords, however, you’re missing out on a more engaged and qualified audience. Using long tail keywords, which are simply longer, more precise search terms, narrows your target audience.
The PYXL blog has some valuable information about how to use long tail keywords to drive more traffic to your site or blog and get more views and clicks on your ads. This is not only a money making option, but also a money saving option as you can eliminate extraneous traffic and hone in on the users who will convert.
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