Tag Archives: advertising

Why you should use Pay Per Click advertising 1: Benefits

imageIf you want to make sure that your advertising campaigns are getting good traction with your readers, then the best model to use is the pay per click (PPC) model. This model is sometimes called the cost per click (CPC) and it demonstrates to the marketing team that a definitive action – the click – has actually taken place.

Pay Per Click is better than Pay Per Impression (PPI). PPC ads give you a way to measure who has actually clicked on the link, not who might have seen the link

A decision can then be taken on how best to modify the campaign to complete the sale, or to increase the awareness of the products.

There are several benefits to the pay per click model which makes it a really good choice for small business advertisers that want to maximise their maximum spend.

It is easy to target specific segments of the audience with different types of adverts. Different wording, and images can be used for each segment so that market intelligence can highlight which paid advert is working the best.

You only pay for clicks. If you have a poor performing ad, you won’t have to pay. You then can improve your advert to generate a better return next time.

    • A Pay per click model can generate instant traffic to a web site or micro site with an offer. The numbers of clicks then can demonstrate a return on investment for the marketing campaign.
    • The results are easy to measure.
    • Do careful research on the best keywords to use in your advert, you will get immediate benefits almost 65 per cent of clicks for keywords go to paid ads. Google Adwords can help you decide which keywords have the highest competition and which would be best to use on your ad
    • If you get your keywords right then you are more likely to appear above the fold (that’s the area of space on the screen before you scroll down).
    • Effective paid for adverts are difficult to detect on a search results page with over 45 per cent of people being unable to identify which are the paid for ads on a page.
    • You have total control over your campaign. You can analyse which words or images had the most impact on an area or segment of the population and use this to further drive your efforts

Effective PPC marketing will give you a better click through rate and improves the return on your marketing investment. It will help you grow your business

Now we will focus on How to optimise a PPC campaign for the best results..

Image Credit: swruler9284

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

Scheduling your posts on Facebook

There are new marketing tools that have been announced for Facebook.  Now you can schedule your posts on your page

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Click on the clock in the bottom corner of the status update for the Page and add the Year, Month, day and hour. 

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You can also add posts which only display to a certain segment of the audience for a Page.  For example, you might wish to target your campaign entirely at men. These posts would appear on the right hand side using the Graph API Developer Page.

This is an advanced marketing feature and it is obvious that Facebook are using this feature as an opportunity to generate revenue for status updates.  Currently you can update your status as often as you want at no cost.  With the ability to segment your status updates to make them visible to certain demographics, you can tarokoget your messages much more carefully. A clever move from Facebook.

Facebook has also given more granular permissions to Page admins.  This means that if you have a team of Admins, you can become much more specific about roles that you assign to other administrators of the site

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The roles are cumulative – meaning that the Top role, Manager has every permission, whereas Content Creator, Moderator, Advertiser and insight Analyst have decreasing roles across the page.  This is really useful if you run a large team of Page administrators and you do not want everyone to have overarching permissions.

More information is over at the Facebook Developers page 

 

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

Advertisers continue to run campaigns on Facebook but GM pulls out

Creative agencies are all in agreement. Facebook is the place where they intend to run their advertising campaigns.

According to the All Facebook blog the graded results were:

    1. Facebook 85.1 per cent
    2. YouTube 44.8 per cent
    3. Twitter 39.1 per cent
    4. Google Plus 24.1 per cent
    5. LinkedIn 21.8 per cent
    6. None 10.3 per cent
    7. Foursquare 9.2 per cent
    8. Other 3.4 per cent
    9. MySpace 1.1 per cent
    10. Digg 0.0 per cent

Facebook has dominated social media advertising for some time and these figures are far ahead of YouTube.  The figures seem stable, as this eMarketer report from 2011 shows

Social Networks Used for Ad Campaigns by US Marketers/Agencies, May 2011 (% of respondents)

The eMarketer results show a preference for advertisers to show a broader social channel advertising spread with two and three channels used.  Interesting especially in the wake of the news that General Motors will stop advertising on Facebook due to disappointing results and no impact on customers. it paid $10 million to Facebook in 2011.

Ahead of Facebook’s IPO on Friday this could be bad news for the social networking site which is looking to raise an estimated $104 billion from its IPO

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

 

Google’s patent filing gives us ultra targeted ads

Google has filed a patent giving it an insight to where we are when we use our mobile phones. 

Ear we go: Adverts could soon be produced according to environmental conditions such as background noise, if Google's patent becomes reality

According to the Mail, this technology could glean information from the background sounds in your environment and use this to deliver more targeted advertising to you

The patent ‘describes using ‘temperature, humidity, light and air composition’ to produced targeted adverts’.  There are some huge possibilities here for advertisers if Google decides to go ahead and develop a sensor from this…

One one hand this could really benefit consumers.  They get ultra targeted ads, relevant to the time of day, weather, humidity, or local conditions.  It could be an ad mans dream.  But there could be other, less desirable outcomes…

According to Ofcom, 22 per cent of adults and 47 per cent of teenagers use our phones in the bathroom. Goodness only knows what sort of ads Google would be sending us based on the data it gathers there…

Certainly one to watch – when – or if it ever makes it off the drawing (patent) board…

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

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How NOT to do marketing communications

Oh dear, or dear.  An email which annoyed me in the first sentence.  This poorly formatted email is about ad tech London, the conference for the online marketing and advertising community….

ad:tech is the only event in Europe to focus entirely on digital media & marketing.  I expect that the outbound comms would be up to the standard for a digital marketing conference.

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A few minutes later another email arrives.  They do know my name after all…

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Fundamental rules of engagement:

    • Get the recipients name right. Put SOMETHING in the merge field.  Even, Sir/Madam would have been better than Example First Name…
    • Test the newsletter. Send it out to different email accounts you have set up.  Check formatting across HTML and text.
    • Test sending the newsletter again. Send it to a group of people in the office before you send it out to a huge mailing list.
    • Check it reads well in different email clients.  Not everyone is running Outlook
    • Check, Check and check again. There is no excuse for being sloppy – especially if digital communications is your specialist business area. 

I was going to attend the event – and I even considered applying to speak at the event.  My skills and knowledge complement the existing speaker line-up rather nicely.

But not now.  One sloppy slip-up has changed the way I perceive the event.  And I’m not sure I’ll even attend now.  But I do wonder how many ‘Example First Name’ attendees will be there…

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

 

Advertising to women only in ultra targeted ad campaign

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I’m not sure whether this is a really effective PR stunt or whether it’s real.

There is a billboard on Oxford street that uses facial recognition to show its ad to women only. if men approach the display they only see a URL according to business insider

It’s part of the ‘Because I am a Girl’ campaign from Plan UK

Plan UK have a big agenda to cover.

At least 75 million girls around the world are not in school. This isn’t fair. Ignoring it isn’t smart.

Investing in a girl’s education is vital – it helps her to know she has rights, exercise them when she needs to and achieve her potential.

It is also central to unlocking the cycle of poverty.

  • An educated girl is less likely to marry and to have children whilst she is still a child.
  • An educated girl is more likely to be literate, healthy and survive into adulthood, as are her children.
  • An educated girl is more likely to reinvest her income back into her family, community and country.

Plan UK’s Because I am a Girl campaign aims to ensure girls in the world’s poorest countries can access a quality education. This will in turn move people from a life of poverty to a future with opportunity.

Everyone has a role to play, including boys and men.

Clear Channel, who created the ad reports that:

"Incorporating sophisticated multi-touch, a wide-angle HD camera and 3D depth sensor, it’s like a giant iPad crossed with an XBox Kinect. Using the screen, brands can encourage consumers to view, browse, create, share and download HD content, connect to social media, interact via the touch screen or gesture, and even star in the ads using augmented reality. Good advertising can raise awareness of social issues and Plan’s campaign does this well."

The device uses a high definition camera to scan passers by and guess their gender, showing the ad only to women.  It’s 90% accurate at detecting the correct gender according to the the Independent.

Is it weird to show ultra targeted ads?  Older folks get age specific ads, young mums get parent type ads, kids get age appropriate ads.  It’s a great way of determining who will actually get to see your advert.

But is this type of advertising going a little bit too far?

We currently ignore lost of online adverts we see on web pages Facebook and blogs.  We sidestep billboards, and don’t see banners in front of our face.

But something such as this which discriminates against segments of the population, might just be taking things a little bit too far…

Or should I be delighted that the ad agencies know so much about me, that they can sell me things I didn’t even know I wanted yet.

Perhaps I will one day… but I certainly don’t want it right now..

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

Credit: Sukanto Debnath

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Our wandering Facebook eyes – where they really go

Now that Facebook has launched the new Timeline feature its time to take a look at how effective it is. It has to be visually appealing to us as users, and also to advertisers who will be negatively impacted if the number of click throughs goes down.  if click throughs go down, then less advertising revenue will be generated by Facebook. 

So Facebook has a vested interest in making sure that we see the right parts of the screen. And here is the results of that new design.

Visual Attention Level - Facebook Timeline vs. Old Profiles

The order in which we look at things in Facebook has changed too…

Web Page Fixation Order - Facebook Timeline vs. Old Profiles

Now sponsored ads are in position four.  Before that they were in position 7.  We are much more likely to see ads.  The ads are more likely to be successful..

So if you have a page that you want to get noticed make sure that you:

Have a great cover image.  This is where the eyes go to first.

Make sure you have a compelling profile image, and your personal information is up to date

Make the personal information compelling

Have links to great content and use good stories in your own posts.

Try to keep the eyes on the parts of the content you want others to see

Facebook has tried to simplify its Timeline and keep the design clear and clean.  Lets see whether it changes ad revenues in the right direction…

Image credits from the socialble blog

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.