You worked hard for your organic audience on Facebook. But with Facebook’s latest algorithm change prioritizing ‘meaningful engagement’ over all else, you feel like the rug has been pulled out from under you. Is this the time to cut your losses and head back to MySpace? Hardly. With 2.23 billion monthly active Facebook users, there remains a huge available audience. They may feel tantalizingly beyond your fingertips without paid advertising, but with the right strategies, you can still maintain and increase your organic reach. Without question, the algorithm change is making it hard for Business Pages to get content seen. However, if you manage to make the algorithm work for you, there will be less competition and more opportunities as a result. An algorithm-friendly Facebook marketing strategy is required to ensure your content gets the screen time it needs going forward. Before you can start on your journey back from the social wilderness though, you will … [Read more...] about Organic Facebook Reach
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Facebook has started a “small experiment” in the U.S. that will let some individual users pay to make sure their messages reach other users’ Inboxes. It’s part of several changes to how Facebook Messages are sent between users. Facebook is positioning the pay-for-delivery system as a way to reduce spam and other unwanted messages from reaching users’ Inboxes. Today we’re starting a small experiment to test the usefulness of economic signals to determine relevance. This test will give a small number of people the option to pay to have a message routed to the Inbox rather than the Other folder of a recipient that they are not connected with. Several commentators and researchers have noted that imposing a financial cost on the sender may be the most effective way to discourage unwanted messages and facilitate delivery of messages that are relevant and useful. As it stands now, Facebook users can send messages to strangers, but Facebook’s filters … [Read more...] about Facebook Tests Pay-For-Delivery Messaging; Brands May Get Access Later
Everyone running a PPC account typically has a budgeting question they are trying to figure out. For those with a tighter ad budget, the question becomes, “How do I get the most leads for this limited amount of spend I have?” Larger accounts run into their own problems; finding points of diminishing returns and making small gains in efficiency while maintaining spend levels at a point that generates the growth you need can be a headache. If you take away one point from this, it’s that search impression share may be the most ignored primary metric for most PPC managers who are up against a budget. Search impression share is the number of impressions your ads actually received, compared to the potential number they could have received. For example, if there were 100 searches for keyword X, and you received 75 impressions, that would mean you have 75 percent search impression share. This is important to think about because you may be leaving valuable conversions on the … [Read more...] about How should your ad budget impact campaign building?
Search engine marketing, much like love, is a battlefield. You must have a plan in place before you begin, or success won’t even be an option. People are often overwhelmed with the bidding strategies provided by their PPC platforms. The options can seem endless. There are cost-per-acquisition strategies, cost-per-click strategies, bidding position strategies, and more. How are you supposed to choose the overarching strategy that is right for your campaigns? Well, that depends on your goals. This article is a guide to help you improve the performance of your SEM accounts. The ideas within it can be applied to Bing Ads or similar PPC platforms, but Google’s options are more robust, so it will be my focus. My goal is to lay out the benefits of the most popular PPC bidding strategies, and who should employ them. Conversion Strategies These strategies get down to brass tacks. Every change in your account centers on driving conversions within specific limits. The idea is to … [Read more...] about How to Choose the Right PPC Bidding Strategy
Social media is a powerful tool. It’s completely changed how we communicate and interact with the world. And one of the greatest benefits of Twitter is the ability to follow role models in your desired field. You can learn what they’re reading, who they admire, and how they navigate through their professions. As a marketer, I’m always intrigued by the number of powerful women in the industry. From agency owners to skilled subject-matter experts, women are paving the way to make a difference in business and their communities. So, I scoured multiple profiles and websites to find the unsung heroes in marketing. Some influencers you may recognize, and others will be brand new to your radar. However, all the individuals on this list are making an impact. Here are 100 women marketers to follow: Ericka Pittman (@ErickaMPittman)— Ericka is the Vice President at Combs Enterprises. Recognized for building strong brands, this Baruch College alumna has a proven track … [Read more...] about 100 Amazing Women Marketers to Follow on Twitter