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Managing Algorithmic Volatility

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Managing Algorithmic Volatility | SEO Book

Upon the recently announced Google update I’ve seen some people Tweet things like

  • if you are afraid of algorithm updates, you must be a crappy SEO
  • if you are technically perfect in your SEO, updates will only help you

I read those sorts of lines and cringe.

Here’s why…


Different businesses, business models, and business structures have varying degrees of fragility.

If your business is almost entirely based on serving clients then no matter what you do there is going to be a diverse range of outcomes for clients on any major update.

Let’s say 40% of your clients are utterly unaffected by an update & of those who saw any noticeable impact there was a 2:1 ratio in your favor, with twice as many clients improving as falling.

Is that a good update? Does that work well for you?

If you do nothing other than client services as your entire business model, then that update will likely suck for you even though the net client impact was positive.


Many businesses are hurting after the Covid-19 crisis. Entire categories have been gutted & many people are looking for any reason possible to pull back on budget. Some of the clients who won big on the update might end up cutting their SEO budget figuring they had already won big and that problem was already sorted.

Some of the clients that fell hard are also likely to either cut their budget or call endlessly asking for updates and stressing the hell out of your team.

Capacity Utilization Impacts Profit Margins

Your capacity utilization depends on how high you can keep your steady state load relative to what your load looks like at peaks. When there are big updates management or founders can decide to work double shifts and do other things to temporarily deal with increased loads at the peak, but that can still be stressful as hell & eat away at your mental and physical health as sleep and exercise are curtailed while diet gets worse. The stress can be immense if clients want results almost immediately & the next big algorithm update which reflects your current work may not happen for another quarter year.

How many clients want to be told that their investments went sour but the problem was they needed to double their investment while cashflow is tight and wait a season or two while holding on to hope?

Category-based Fragility

Businesses which appear to be diversified often are not.

  • Everything in hospitality was clipped by Covid-19.
  • 40% of small businesses across the United States have stopped making rent payments.
  • When restaurants massively close that’s going to hit Yelp’s business hard.
  • Auto sales are off sharply.

Likewise there can be other commonalities in sites which get hit during an update. Not only could it include business category, but it could also be business size, promotional strategies, etc.

Sustained profits either come from brand strength, creative differentiation, or systemization. Many prospective clients do not have the budget to build a strong brand nor the willingness to create something that is truly differentiated. That leaves systemization. Systemization can leave footprints which act as statistical outliers that can be easily neutralized.

Sharp changes can happen at any point in time.

For years Google was funding absolute garbage like Mahalo autogenerated spam and eHow with each month being a new record. It is very hard to say “we are doing it wrong” or “we need to change everything” when it works month after month after month.

Then an update happens and poof.

  • Was eHow decent back in the first Internet bubble? Sure. But it lost money.
  • Was it decent after it got bought out for a song and had the paywall dropped in favor of using the new Google AdSense program? Sure.
  • Was it decent the day Demand Media acquired it? Sure.
  • Was it decent on the day of the Demand Media IPO? Almost certainly not. But there was a lag between that day and getting penalized.

Panda Trivia

The first Panda update missed eHow because journalists were so outraged by the narrative associated with the pump-n-dump IPO. They feared their jobs going away and being displaced by that low level garbage, particularly as the market cap of Demand Media eclipsed the New York Times.

Journalist coverage of the pump-n-dump IPO added credence to it from an algorithmic perspective. By constantly writing hate about eHow they made eHow look like a popular brand, generating algorithmic signals that carried the site until Google created an extension which allowed journalists and other webmasters to vote against the site they had been voting for through all their outrage coverage.

Algorithms & the Very Visible Hand

And all algorithmic channels like organic search, the Facebook news feed, or Amazon’s product pages go through large shifts across time. If they don’t, they get gamed, repetitive, and lose relevance as consumer tastes change and upstarts like Tiktok emerge.

Consolidation by the Attention Merchants

Frequent product updates, cloning of upstarts, or outright acquisitions are required to maintain control of distribution:

“The startups of the Rebellion benefited tremendously from 2009 to 2012. But from 2013 on, the spoils of smartphone growth went to an entirely different group: the Empire. … A network effect to engage your users, AND preferred distribution channels to grow, AND the best resources to build products? Oh my! It’s no wonder why the Empire has captured so much smartphone value and created a dark time for the Rebellion. … Now startups are fighting for only 5% of the top spots as the Top Free Apps list is dominated by incumbents. Facebook (4 apps), Google (6 apps), and Amazon (4 apps) EACH have as many apps in the Top 100 list as all the new startups combined.”

Apple & Amazon

Emojis are popular, so those features got copied, those apps got blocked & then apps using the official emojis also got blocked from distribution. The same thing happens with products on in terms of getting undercut by a house brand which was funded by using the vendor’s sales data. Re-buy your brand or else.


Before the Facebook IPO some thought buying Zynga shares was a backdoor way to invest into Facebook because gaming was such a large part of the ecosystem. That turned out to be a dumb thesis and horrible trade. At times other things trended including quizzes, videos, live videos, news, self hosted Instant Articles, etc.

Over time the general trend was edge rank of professional publishers fell as a greater share of inventory went to content from friends & advertisers. The metrics associated with the ads often overstated their contribution to sales due to bogus math and selection bias.

Internet-first publishers like CollegeHumor struggled to keep up with the changes & influencers waiting for a Facebook deal had to monetize using third parties:

“I did 1.8 billion views last year,” [Ryan Hamilton] said. “I made no money from Facebook. Not even a dollar.” … “While waiting for Facebook to invite them into a revenue-sharing program, some influencers struck deals with viral publishers such as Diply and LittleThings, which paid the creators to share links on their pages. Those publishers paid top influencers around $500 per link, often with multiple links being posted per day, according to a person who reached such deals.”


YouTube had a Panda-like update back in 2012 to favor watch time over raw view counts. They also adjust the ranking algorithms on breaking news topics to favor large & trusted channels over conspiracy theorist content, alternative health advice, hate speech & ridiculous memes like the Tide pod challenge.

All unproven channels need to start somewhat open to gain usage, feedback & marketshare. Once they become real businesses they clamp down. Some of the clamp down can be editorial, forced by regulators, or simply anticompetitive monpolistic abuse.

Kid videos were a huge area on YouTube (perhaps still are) but that area got cleaned up after autogenerated junk videos were covered & the FTC clipped YouTube for delivering targeted ads on channels which primarily catered to children.

Dominant channels can enforce tying & bundling to wipe out competitors:

“Google’s response to the threat from AppNexus was that of a classic monopolist. They announced that YouTube would no longer allow third-party advertising technology. This was a devastating move for AppNexus and other independent ad technology companies. YouTube was (and is) the largest ad-supported video publisher, with more than 50% market share in most major markets. … Over the next few months, Google’s ad technology team went to each of our clients and told them that, regardless of how much they liked working with AppNexus, they would have to also use Google’s ad technology products to continue buying YouTube. This is the definition of bundling, and we had no recourse. Even WPP, our largest customer and largest investors, had no choice but to start using Google’s technology. AppNexus growth slowed, and we were forced to lay off 100 employees in 2016.”

Everyone Else

Every moderately large platform like eBay, Etsy, Zillow, TripAdvisor or the above sorts of companies runs into these sorts of issues with changing distribution & how they charge for distribution.

Building Anti-fragility Into Your Business Model

Growing as fast as you can until the economy craters or an algorithm clips you almost guarantees a hard fall along with an inability to deal with it.

Markets ebb and flow. And that would be true even if the above algorithmic platforms did not make large, sudden shifts.

Build Optionality Into Your Business Model

If your business primarily relies on publishing your own websites or you have a mix of a few clients and your own sites then you have a bit more optionality to your approach in dealing with updates.

Even if you only have one site and your business goes to crap maybe you at least temporarily take on a few more consulting clients or do other gig work to make ends meet.

Focus on What is Working

If you have a number of websites you can pour more resources into whatever sites reacted positively to the update while (at least temporarily) ignoring any site that was burned to a crisp.

Ignore the Dead Projects

The holding cost of many websites is close to zero unless they use proprietary and complex content management systems. Waiting out a penalty until you run out of obvious improvements on your winning sites is not a bad strategy. Plus, if you think the burned site is going to be perpetually burned to a crisp (alternative health anyone?) then you could sell links off it or generate other alternative revenue streams not directly reliant on search rankings.

Build a Cushion

If you have cash savings maybe you guy out and buy some websites or domain names from other people who are scared of the volatility or got clipped for issues you think you could easily fix.

When the tide goes out debt leverage limits your optionality. Savings gives you optionality. Having slack in your schedule also gives you optionality.

The person with a lot of experience & savings would love to see highly volatile search markets because those will wash out some of the competition, curtail investments from existing players, and make other potential competitors more hesitant to enter the market.

via Managing Algorithmic Volatility


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How influencer marketing can survive the oncoming recession

30-second summary:

  • The marketing and advertising industry is bracing itself for a slowdown, with analysts steadily adjusting ad spending forecasts. Marketers will keep a close watch to determine what drives the most value.
  • Influencer marketing has surged in popularity recently, and investment was expected to hit $15 billion in 2022, according to pre-pandemic forecasts. However, COVID-19 has skewed the current picture for influencer marketing. 
  • To better understand what survival looks like, we’ll examine two distinct brand scenarios that enterprises are experiencing at this moment, how these different circumstances are likely to impact their influencer strategies, and what they can do to get the most out of influencers going forward. 

As millions of Americans continue sheltering in place and weekly unemployment numbers continue to bring bad news, it’s clear that the COVID-19 pandemic is having a negative effect on the global economy — the U.S. real gross domestic product (GDP) decreased 4.8 percent in the first quarter of 2020.  

The marketing and advertising industry is bracing itself for a slowdown, with analysts steadily adjusting ad spending forecasts. Different components of marketing and partnership plans may be impacted differently by these changes in spending, but marketers will be closely examining all of their spendings throughout the year to determine what drives the most value.  

Influencer marketing in the age of recession 

Influencer marketing has surged in popularity recently, and investment was expected to hit $15 billion in 2022, according to pre-pandemic forecasts. Even with this level of interest, influencer programs are likely to face scrutiny amid shrinking budgets. To ensure their survival, partnership managers will need to fully grasp the ROI of their influencer programs and leverage them to the fullest, ensuring that they can reach engaged, receptive, attentive audiences, in this moment and beyond.  

To better understand what survival looks like, let’s examine two distinct brand scenarios that enterprises are experiencing at this moment, how these different circumstances are likely to impact their influencer strategies, and what they can do to get the most out of influencers going forward. 

Two economic scenarios, one shared outcome 

Many brands find themselves either watching business slow amid the belt-tightening brought on by a restrictive economy, or they are unexpectedly booming because their products have become more important than ever for consumers sheltering in place. The irony is that these brands are commonly reacting the same way, they are cutting back on their spend, especially with influencers, much to their detriment. No matter the current scenario, brands have ways to strengthen, rather than weaken, their influencer programs. 

Scenario 1: Feeling the strain 

Travel, high-end retail, financial services and insurance, in particular, have felt the cultural and economic impacts of COVID-19. As a result, these businesses are slashing marketing spend out of necessity, directly impacting their influencer programs. Net-a-Porter, Ralph Lauren, Victoria’s Secret, and other retailers have suspended their affiliate marketing programs, while others are pausing or even abandoning influencer relationships. 

With social media and YouTube usage on the rise, there are clear opportunities for influencer partnerships to deliver value. The question these brands have to answer is how they can continue to win investment for influencer programs as overall marketing budgets tighten. The answer is in evaluating influencer partnerships as an acquisition channel, not a branding channel. 

Solution: Make every dollar accountable

Brands that are upholding pay-per-post or fixed fee partnership terms can still prioritize influencer activations that can be evaluated on a direct-response basis, by unique links, QR/promo codes, and landing pages. In doing this, partnership managers can account for the return on each dollar going into the influencer channel, removing any risk and ambiguity. Understanding ROI is essential to winning organizational buy-in and growing investment, and many operationally mature influencer programs were already heading this direction before the pandemic. Now, this strategy is critical to the survival of all influencer marketing programs.

Another option is for brands to consider building out performance-based influencer partnerships, only spending money when you make it. In this time of uncertainty, influencers may be willing to shift their terms, moving from a fixed-fee model to one based around performance, in order to keep their own partnerships intact. 

Scenario 2: Business is booming 

While COVID-19 is taking a toll on some verticals, others are watching their business grow as the result of a drastically changing market landscape. Packaged food and beverage, athletic wear, and home goods are all seeing upticks in online sales. Unfortunately, these brands may also deprioritize marketing spend because their organic growth is so high. This could result in slashing commission rates, as well as pausing partnerships altogether because they feel they don’t need to promote themselves as heavily at this moment. 

We are already seeing this in the affiliate space, with Amazon cutting commission rates as much as five percent for some product categories. This will hurt publishers that have long relied on the revenue from their partnerships with Amazon (and have certainly helped Amazon sell products along the way). Amazon’s actions violate the principles of a successful partnership relationship — namely the sustained collaboration, term optimization, and trust needed to drive mutual benefit for both parties. Fortunately, partners hurt by Amazon’s actions can turn to other programs. 

Solution: Make decisions that ensure program survival

Amazon’s play for short-term savings is shortsighted, and the strategy would be equally ill-considered for any brand that slashes commissions to its influencer program. Brands should be making all of their decisions around the goal of ensuring their partnership programs survive — and even flourish — during this global moment. 

Influencer partnerships are long-term relationships, so it’s better to operate with smaller budgets rather than cancel these programs outright. After all, these are partnerships with individual people who get hurt when their contracts are zeroed out. 

Partnerships provide an incredibly powerful growth channel when they’re supported. In operationally mature partnership programs, partners are more than just hired guns brought on to drive brand awareness and deliver promotional offers. They’re an extension of the brand itself. Steadfast partnerships can secure new audiences, enhance customer loyalty, and multiply customer lifetime value —  benefits that withstand market upturns and downturns. 

With creative studios closed and social distancing making it next to impossible to coordinate professional photoshoots, brands are running into issues producing content through traditional methods, according to Jordie Black, an influencer marketing expert with 

Brands that have active, well-established influencer partnerships have an advantage in this moment because they can leverage the deep connection to the influencer’s audience, as well as the influencer’s familiarity with the brand to maintain a flow of content. Consumers look to influencers as a voice of authority at all times, so brands that can leverage those relationships can still influence and engage consumers will succeed, according to Black. 

Invest in influencer partnerships now for future success 

No matter the situation, the bottom line remains the same: it’s more important than ever to invest in influencer programs. The channel was already moving towards an attributable model, and the unfortunate events of this pandemic are accelerating that evolution. Feeding an influencer program with resources and support, while simultaneously turning it into an acquisition channel will pay long-term dividends for brands.  

via How influencer marketing can survive the oncoming recession


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3 ways digital marketing agencies will change due to COVID-19

If you own an agency, or are with an agency, you are probably wondering how things will change due to COVID-19. I’ve spent a good amount of time thinking about this and here is what I predict will happen. 

1. Strategy with change

Everything a digital marketing agency does starts with their strategy, so I think it is important we address this first. 

How it will change

There have been clear changes to supply and demand online. The product market fit has also been modified for almost every category on some level due to the ripple effect of COVID-19. Because of this, agencies are going to have to look at themselves and their clients through the following lenses:

  • How has the need of their customer base changed?
  • How have their budgets changed?
  • Are they still a good customer target?
  • Should they target a different customer profile?
  • Do they still have the right services to help those customers?

Agencies need to look at their own product market fit and that of their customers. This will be a major exercise through the rest of 2020.

How to win

You need to take a closer look at your customer and refine your strategy around their new pain points. 

For example, we have seen searches drop dramatically for “near me” terms and spike for “delivery” terms. We have seen YouTube grow 15% in traffic, while at the same time ad revenue has gone down. 

Agencies will need to modify the way they take their clients to market, thier services and their pricing for doing so.

Bonus: Immediate tips for how digital agencies should update client strategy

  • A page on their website directly addressing COVID-19 and how they are helping customers. This should be visible on every page of the site. It should also give an update on any changes to the business.
  • They need to bring their new messaging strategy to their advertising creatives, their content marketing and email marketing teams, and TV and radio. 
  • They need to run a campaign that clearly states how they are helping their customer — and they need to track the results. If the results are good, they can tout how they helped customers in a follow-up marketing campaign later in 2020.

2. Organization 

There is no doubt that the way organizations operate will change in the short-term due to this. Agencies are no exception. 

How they will change

With everyone working remote, you can expect employees and employers to get used to this. Rent is not cheap, and in general, agency profitability is low. In most cases, agencies have net profits between 5% and 30% and rent is a big part of that cost as the agency often likes to have a nice office to attract staff and wow customers. If customers don’t want to meet in their office and the staff want to work from home, this means big savings for the company. The best part is that this money can be used to invest more in client success and employee success.

But not having an office brings other large challenges: lack of team/company culture, lack of community, collaboration and so much more. I personally love having an office and seeing our team every day. Without one, agency owners may have management challenges and will need processes and accountability, such as:

  • Time tracking on clients
  • Daily check-ins with team 
  • Weekly accountability 

How to win

This is up to each agency owner to decide, and time will tell how important the office is long term. But for now, a few things that will help are video calls including:

  • Non-work related items, such as happy hours or chatting for team building 
  • And then, of course, multiple department check-ins each week 

3. Communication

For agencies, client communication is going to change. 

How it will change

Clients generally love in-person meetings at their office or our office. They also enjoy lunch, coffee or happy hour. That all has gone out the window now. This places a necessity for everyone still to show up to those meetings just as they would in-person, but via video call. 

How to win

You need to show up to the video call dressed fairly nice, with some decent lighting and a background that is presentable. I believe a nice set-up here will go a very long way with clients. The video call is an experience, so this becomes an entirely new skill set. I expect to see a spike in custom video backgrounds for company employees.

Imagine you’re doing a video call with a staff member at our company. One call has someone in a sweatshirt, hair all messed up, poor lighting, and in the background you see their laundry all over the floor. 

Now imagine that same call with someone who has taken the time to put on a nice shirt, brush their hair, has clear lighting on their face and the background is a whiteboard with the company logo on it so they can write things down and brainstorm. During the meeting, you see your digital marketing strategy written down each week and delivered back to you. This is an entirely different experience — one that you’ve grown to expect in a professional environment.


COVID-19 almost seems unreal due to the magnitude of impact it has had on the world, but we will get through it and come out stronger. As we progress, it is important to adapt — and agencies are no exception. For agencies, think about your new customer needs, employee needs and communication strategy. For those who use agencies, we agency owners appreciate you.

via 3 ways digital marketing agencies will change due to COVID-19


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How Facebook Marketing Can Transform Your Financial Business

People can’t stop using Facebook. 74% of Facebook users log in daily. 51% even log in several times a day. If you want a new way to engage your target audience and build your bank’s brand, it’s time to head online.

Facebook marketing allows you to compete with top financial companies around the world. With these six tips, you can reach your target audience and get them interested in your bank. As you build brand awareness and strengthen your online reputation, you can stand out from the competition.

Ready to get started? Use these Facebook marketing tips to compete with the top financial services companies in the world today!


Engage Millennials

Banking can seem like a very boring topic, especially to younger audiences. However, you’re going to want to engage those younger audiences if you intend on building your brand. Otherwise, you’re missing out on a huge chunk of possible customers. 

One of the best ways to engage millennials online is to cover a range of topics using social media. For example, you can offer financial tips, post quotes, or offer fun facts. 

Social media allows you to connect with your audience where they’re spending the bulk of their time. Make sure you know who your target audience is and what channels they’re using. If you’re targeting millennials, you might want to focus on removing banking jargon.

Instead, focus on the help you can offer them. 

A consumer’s attention span lasts shorter than a goldfish’s–approximately eight seconds. If you want to use social media to your advantage, start using chatbots.

When people have questions, they want clear, concise, and immediate answers. Chatbots allow you to keep your followers engaged regardless of the time of day. You can use chatbots on your Facebook page as well as on your website, giving yourself more opportunities to reach your target audience.

Use Visuals

Another way to get your audience engaged is by using visuals. Your visual content can help showcase your brand. A strong, cohesive brand can make you look like one of the top financial companies in the world.

Make sure your brand communicates your value. Why should consumers choose your bank over another?

As you start creating visuals, make sure your brand imagery is cohesive. A brand that lacks cohesiveness could confuse customers. A cohesive brand, on the other hand, improves brand recognition on every marketing channel.

To use Facebook marketing to your advantage, create unique visuals for your Facebook audience. For example, you might want to use a mix of images and videos. Videos are a great way to communicate your brand while engaging views.

Finish your videos off with a call-to-action. For example, you might want to encourage people to fill out a form or visit a landing page.

Finishing your visual content with a strong call-to-action will help you generate more conversions. 

Focus on Customer Service

The top financial services company all focus on customer service. When your customers are happy, they’re more likely to stick around. They’re also more likely to talk about their happy experience with friends and family.

That can help you reach more customers through word of mouth. 

You can use chatbots to improve your current customer service strategy. Make sure to respond to your customers promptly. If they have a problem, help them discover an easy solution. 

Strong customer service will help set you apart as one of the top financial companies. If you neglect your customers and their needs, however, customers won’t likely forgive you for it. 

Invite Influencers

Many of the top financial services companies use influencers to boost their brand. For example, you might have seen Serena Williams complete an ad for Chase. Chase has also used other popular athletes in their brands to attract attention to their services. 

If you want your Facebook marketing strategy to reach more people, consider using an influencer.

Influencers already have a strong social media following. You can leverage their existing brand to strengthen your own. Your influencer’s support can help highlight the benefits of choosing your bank from another. 

If you can’t snag a big-time celebrity, focus on locals. For example, you might look for a local retired athlete who calls your city their hometown. Using an influencer in your social media content will help you stand out from the crowd.

Educate Your Audience

One of the best ways to show your target audience the value of choosing your bank is to educate them. What information can you provide about finances? Make sure to consider your target audience and their unique needs.

For example, if you’re targeting a younger audience, maybe you want to talk about debt financing.

You can create videos, infographics, and how-to guides to cover a range of topics. Consider using Google Trends and Keyword Planner to research what your audience is searching about. Then, cover those topics in your content to show them you’re there to help. 

Try using an education, analytical tone in your social media posts. Show you’re followers that you have industry insights and helpful suggestions regarding their banking. By educating your audience, you can become a go-to resource for all of their banking needs.

Use Interactive Content

Facebook marketing allows you to get followers engaged with your brand. One way to boost engagement is to use fun, interactive pieces of content.

For example, you might consider creating a quiz to test their banking expertise. You can also create caption contests and encourage people to comment on your posts.

Contests, giveaways, and challenges are all fun ways to boost your brand. At the same time, you’re standing out from the crowd and connecting with your audience. Try different forms of interactive content to see what they love most!

via How Facebook Marketing Can Transform Your Financial Business

3 Big Reasons to Use Facebook for Advertising in 2020

 Business owners and entrepreneurs spent over $25 billion on Facebook advertising last year. Most tech-savvy business owners understand that social media is a great lead generation tool. If you are getting limited results from your existing marketing strategy, it is time to mix some things up.

If you are not engaging with consumers via Facebook advertising, you need to change that. Following Facebook trends, is a great way to generate a buzz about the products/services you offer.

Are you looking for more information about the benefits of using Facebook for advertising? If so, check out the information below.


1. An Affordable Way to Market Your Business

One of the first things business owners want to know about a new form of marketing or advertising is how much it costs. Failing to set a marketing budget can come back to haunt you in the long run. You will be happy to hear that advertising your business on Facebook is not only effective, it is also very affordable.

The Facebook Ads user interface allows you to set a budget for this marketing campaign. Once your monthly allowance is reached, Facebook will simply stop showing your ad.

Being able to set and forget this type of marketing is very beneficial. As you start to see the fruits of your Facebook advertising labor materialize, you need to increase your budget. Striking while the iron is hot can help you land more leads and increase your bottom line substantially.

2. Targeting Specific Users is Essential

Using data and analytics to improve your marketing strategy is a must for modern business owners. When investing in Facebook Ads, you will be able to target specific users. Facebook provides you with information about a user’s age, location, marital status and a host of other facts.

Using this information allows you to tailor your Facebook advertising campaigns to appeal to your audience. Trying to market your services to every person on Facebook is wasteful. Being more specific with your intent can help you garner better results with this type of marketing.

Rather than trying to handle the development and implementing of these campaigns on your own, you need to hire an experienced advertising agency. With this professional help, you can increase the effectiveness of your Facebook advertising campaigns.

3. Take Advantage of Custom Ad Buttons

Knowing what type of ads you want to use to reach customers on Facebook is important. If you are going to be using text ads to inform Facebook users about your products/services, then taking advantage of the custom ad buttons provided by Facebook is important.

These buttons can be linked to landing pages on your website. Driving more traffic to your business website can also help you increase sales.

Following Facebook Trends is Important

Now that you know more about Facebook trends, it is time to get to work. Allowing professionals to help you set up a Facebook Ads account is beneficial.

via Facebook Trends: 3 Big Reasons to Use Facebook for Advertising in 2020


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Questions your digital PR team should be asking your paid team

Questions your digital PR team should be asking your paid team

As a digital marketer I am fascinated by audience data. I love to understand and monitor how people behave online, what drives them to purchase a product or share an article, how news agendas can influence behaviours ,and ultimately the likes and dislikes of my target audience.

We have never had as much access to consumer data as we do today, and tools such as Google Analytics and social listening platforms have changed the way we work for the better. We now have a wealth of data we can analyse and learn from to better our marketing strategies.

It is this data that can be the difference between success and failure, and between growth and decline, both for your brand’s revenue and your digital performance.

I’ve launched hundreds of PR campaigns over the years I can easily say that the more data and insight you have on your client or brand’s customers, the better ideas you can produce and the better results you will achieve.

In this blog I want to detail the questions your digital PR team should be asking your paid media team.

Paid teams have a level of audience data that PRs traditionally did not have access to. By sharing this data, PR teams can better their ideas, target placements, and success rates.

So, what questions should your digital PR team ask your paid media team?

What domains are working well from display?
Armed with a list of sites that perform well from a paid perspective, you can approach the editorial team of these sites regarding content placement as you know your audience are already there.

Can we see your audience and segments data?
In-market audience data can help build a picture of the audience, who they are and what they are interested in, which can help you with the ideation of PR campaigns.

For example, the in-market audience for new cars, or the in-market data for trips to Sri Lanka.

Which publications convert the best?
A list of sites that have the highest conversion rate will help your digital team build effective PR media lists.

What are the key topics of publications?
If a paid campaign specifically targets multiple sections of a website it will deliver data on which section performs best. This data will allow PRs to find journalists who work within this section so they can sell in their campaigns.

Two heads are better than one, and when your teams collaborate and communicate you will undoubtedly see a positive impact on results.

PRs should strive to work closely with their paid teams, to improve their strategies and run campaigns that deliver a higher ROI.

via Questions your digital PR team should be asking your paid team


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Windmill Networking: Understanding, Leveraging & Maximizing LinkedIn: An Unofficial, Step-by-Step Guide to Creating & Implementing Your LinkedIn Brand – Social Networking in a Web 2.0 World (Paperback)

Twitter For Dummies (Paperback)

Facebook Marketing For Dummies (Paperback)