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Archive for August, 2016

Why Facebook’s ‘Increase Brand Awareness’ ad objective is a winner

Facebook continues to introduce novel ways to set up your Facebook ad campaigns. As of 2015, ‘increase brand awareness’ has become an additional campaign objective option, along with ‘boost your posts’, ‘promote your page’ and location-targeted campaigns (‘reach people near your business’). Here are some key benefits of using the newer brand awareness objective:

1. You can reach people who are more likely to remember you and return
In a crowded social space contested by big brands, the latest promoted posts are replaced in news feeds fast. Because social content is in front of your audience for a limited time, you need an ad campaign that makes your audience pay attention and slow down.

Facebook’s brand awareness objective gets people who were previously unfamiliar with your brand to remember you. While this objective isn’t the best aligned for generating immediate sales or leads (area-based targeting or boosting offers is better for this), increasing ad recall and viewer returns to your page is an important step, however, for increasing lead acquisition exponentially over time.

2. You can get estimates of how many people will remember your ad
‘Reach’ and ‘brand awareness’ might seem hard to quantify, but Facebook’s brand awareness advertisement objective changes that.

Facebook calculates the potential reach of your campaign (according to your chosen audience), and combines this with the number of engagements your ad has received so far. This is used to predict your audience’s future ad recall while your ad is still running. You can then use the figure given to decide how to alter your campaign in real time so that you get the best possible results.

3. You can avoid wasting money on campaigns that won’t increase brand awareness
Ads optimised for increasing brand awareness give you an estimate of viewer recall while the ad is still showing. This helps you avoid wasting advertising budget because you can pause or stop your ad at any time and use estimate insights to create a better idea.

For example, if you show two ads with one variation to two similar audiences, you can determine which ad is likely to boost brand awareness most and then air only the winner to both audiences. This way, you won’t be spending fifty percent of your ad budget on an ad set which has a more powerful alternative.

You can use Facebook’s brand awareness objective as a key learning tool, in addition to actively boosting awareness. Run campaigns indefinitely with a low budget and test different changes to ad placement, copy or images as you go. Document your testing to learn which placement, copy and design changes will bring the best ad recall and return the best brand awareness uplift.

How does a Blog actually help with SEO?

When Googling the definition of SEO, the top hit after Wikipedia (Search Engine Land) defines it as “the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. What makes this traffic ‘free,’ ‘organic’ and ‘natural’ is ‘ on a number of variables, but one element that cannot be understated is the use of a consistent, relevant blogging schedule.

Fact – Blogging is fun AND it creates fresh content for your site
Neil Patel has been blogging for the past ten years. His website, ‘Quick Sprout’ provides consultation for those looking to learn about online marketing. Testament to the power of blogging is the fact that the very first item on the website’s menu is his blog.
If you Google ’What Happens to SEO When You Stop Blogging?’ the first thing to pop up is his recent entry, with the same title. According to Patel, blogging has proven time and again to be the most efficient means of generating traffic to his website: “If you know anything about SEO, you know that Google values fresh content,” he writes. “Fresh content is a significant factor in positively influencing ratings. The logic here is that the more frequently you update your site, the more frequently Googlebot (Google’s crawling bot) visits your site.”

Here Patel is not talking about blogging once a month, but rather creating a constant stream of relevant information, so that people who are interested in your field keep coming back. Not only does blogging allow you the opportunity to engage your audience in a much more direct and personalised way, but it also creates an avenue of constant activity on your website. As a result, your SEO is increased, which in turn brings even more people to the site.

According to the Kapost blog, “Real value derives from a consistent publishing schedule that covers topics of interest to potential customers, offers insight and education, and keeps people engaged with your brand. When fed with fresh and relevant content, blogs give people a reason to trust a business, learn about its values, and lay the groundwork for future purchase decisions.”

In this article it points out that brands that create 15 blog posts per month average 1200 new leads per month. Secondly, blogs give websites 434% more indexed pages and 97% more indexed links, which helps with SEO.
Quite simply, like most things in life success doesn’t come overnight. Blogging needs to be worked at, but once you start working and begin to see even the faintest glimmer of a result, the more you need to pick up your pace. “The more frequently a business blogs, the more “findable” the site becomes for specific topics and queries.”


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