Facebook Lead Ads have been around for a few years, but their utility is becoming increasingly important as consumers continue to adopt mobile-optimized solutions.Facebook Lead Ads solve two specific problems for advertisers:Conversions from mobile devices tend to be low.Most users don’t use Facebook to shop for products.Facebook’s lead ads consist of ad copy and a lead form hosted on Facebook or Instagram. The lead form enables advertisers to collect email addresses and other personal information that can be used for remarketing later on.This case study on the company Ladder found that their cost-per-lead decreased by 80 percent after leveraging lead acquisition in their Facebook ad campaign.Here, I’d like to share some tips on how my team at LSEO has been able to increase conversions for our clients using Facebook Lead Ads.1. Running Your Campaign: Cover the EssentialsFrom initial setup, Facebook allows you to determine the marketing objective of your campaign.To … [Read more...] about 6 Effective Tips for Writing Facebook Lead Ads That Convert
6 steps of the policy making process
For the past year or so, there’s been a rising meme that Google is altering its search results in ways to favor itself over competitors. Now a new study is out showing the opposite. Google is far more likely not to show its own products in the first spot of its search results. The survey is from Ben Edelman, an assistant professor at the Harvard Business School. Edelman is a long time Google watcher who regularly publishes interesting and detailed looks at search and advertising-related topics. Edelman has also consulted for Microsoft and is involved in a lawsuit against Google. Edelman reaches completely different conclusions from his survey than I do, writing at the end: By comparing results across multiple search engine, we provide prima facie evidence of bias; especially in light of the anomalous click-through rates we describe above, we can only conclude that Google intentionally places its results first. How have we ended up with such different conclusions? Why, I love … [Read more...] about Google “Favors” Itself Only 19% Of The Time
Enterprise Search Engine Optimization (SEO) is not rocket science. In fact, it is not even as faceted as many other sectors of SEO in which practitioners have to perform many more nuanced SEO tasks (and often by themselves). Because Enterprise SEO is much more like Supply Chain Management than it is Marketing. As an executive considering investing in an Enterprise SEO initiative, hopefully you can learn from this primer and my experiences over the last decade leading large institutions into SEO. Setting The Stage 1. Find some religion. I have seen dozens of large business deploy a ton of money into an Enterprise SEO initiative only to find out that Organic Search just was not as critical to their business as they would have hoped. We are talking real time and money here, so it would not be imprudent to do an exhaustive feasibility study into how Organic Search actually drives your audience or customer acquisition economic models. Those “free” search results are not going … [Read more...] about 25 Things To Know Before You Take The Plunge
Today, we at BrightLocal released the findings of our 2013 Local Consumer Review Survey. This is the third wave of this study which explores consumer consumption (aka “reading”) of online reviews and how these influence their opinions and purchases from local businesses. More People Reading Fewer Reviews The results of this year’s survey show that more consumers are reading reviews as part of their pre-purchase research before selecting a local business to use. However, it also shows that they are forming opinions faster and needing to read fewer reviews before they trust (or don’t trust) a local business. This puts increased emphasis on local businesses to manage their online reputation closely and ensure that any negative reviews are dealt with in a swift and positive way. About The Local Consumer Review Survey This year’s survey was conducted in January-February 2013. A set of 14 questions were put to a survey panel of 3,600 consumers located in the US … [Read more...] about 79% Of Consumers Trust Online Reviews As Much As Personal Recommendations
To consumer advocates, payday loans have become synonymous with predatory lending. The small short-term loans often come with astronomical interest rates that can pull consumers who are trying to get by from paycheck to paycheck into a deepening hole of debt. Just this week, the FTC fined a payday lending group $1.3 billion for deceptive loan practices. Industry watchdog groups have been advocating for more regulation and pressing for change, and in May, Google announced it would start to ban payday and high-interest loan ads. The ban started rolling out the week of July 20. There were estimates the move could cost Google millions in lost ad revenue. Yet, more than two months later, it appears the ban is likely having little to no impact on Google’s bottom line. as ads continue to fill the available slots on desktop and mobile. Why? Because it’s not an actual ban, and the advertisers quickly figured out how to change their messaging to meet Google’s policies. In a … [Read more...] about Why are payday loan ads still showing on Google after the ban?