Monthly Archives: October 2016

Using Facebook Power Editor to Create and Manage Ads

Some things are better when they are built from scratch each time (a cake perhaps, or a homemade sauce). But that’s not necessarily the case when it comes to your Facebook ads.
If you’ve spent any time in the Facebook Ads interface, you know that building even a basic campaign can be time-consuming. While the interface has improved over the years, it still provides a rather clunky experience to walk through the process of creating a campaign, ad set, and multiple ads.
When you want to create ads in bulk, Facebook offers a better solution in the form of Power Editor. In this article, we’ll walk you through a few of the time-saving features of Power Editor to improve your process for running Facebook Ads.

 

Facebook Power Editor

 

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Grow Your Digital Marketing Agency Using Key Data Points

No one wants to be treated like a number. It’s even awkward at a deli when you answer to “Number 37!” to order your turkey breast. But let’s be real: When it comes to business, making informed decisions requires you to be able to peel away the intangibles and focus on the cold, hard data.
Developing a digital marketing agency into a profitable business takes a combination of dedication, knowledge, and business skills. Certainly, leadership and culture play an important role in success, but one of the most crucial business skills a decision maker needs is the ability to understand data that relates to the core growth of an agency and what metrics to track for accurate measurement of results.
In order to truly understand the value of your agency’s online and offline engagement with potential customers, you must establish a framework that allows you to properly evaluate how your brand is growing and how various channels are contributing. In this article, we’ll cover a few key data points you should monitor to help build your agency.

 

Grow Your Agency with Key Data

 

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Using Google Analytics Audiences for Display Ad Targeting

Everyone from marketing professionals to public speakers will tell you to “know your audience.” But that means a little something different to everyone. When it comes to putting that knowledge to work, there’s a lot more to understand than just who sees your ads.
While demographics should help define whom you target with online advertising, you should also use the data that’s available about your website visitors. If a site has a Google Analytics account, you can learn a ton of information about visitors and apply it to ad targeting.
Google Analytics tracks user demographics based on information stored in third-party cookies and mobile advertising IDs which is compiled using behavior hints from web browsing activity. Be aware that this data is not 100% perfect but reflects the best work of Google’s algorithms to gauge user ages, genders, and interests. The key to targeting is realizing that even if these categories aren’t perfect, the users who show up in a particular “bucket” when visiting your site are the people interested in your brand.
The age subsets and interest categories you see in Google Analytics correlate to targeting options available within Google AdWords. You can choose from these categories when setting up display ad campaigns in order to serve ads to the most relevant people.
First, let’s review how to look at demographic information in Google Analytics and then move on to applying what we learn in AdWords bidding.

 

Display Advertising

 

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Agency Tips for Training New Digital Marketers

Believe it or not, many of the college graduates of 2017 were born in 1995. They came into a world of constant connection through the Internet and cell phones. Instant messaging, social media, GPS devices and an endless stream of information and entertainment is all they know.
That assimilation can prove to be an advantage. But even though living online may come naturally to this generation, digital business is a completely different ballgame. And it’s up to us to teach them the rules.
When a staff member joins your team fresh out of college, one of your first tasks is training that person to understand digital marketing. Whether they’re specifically learning SEO or PPC, or progressing into a multichannel role, you‘ll need to make sure they have a foundational understanding of what goes into a proper digital marketing campaign.
An eager learner can quickly become a knowledgeable online marketer. However, at the same time, a new marketer let loose in an online world can easily, and inadvertently, make mistakes that can cost search engine rankings, unnecessary ad spend, and real-world sales.
From the start of a new marketer’s time at your company, make sure that you have a clear plan for teaching that person, assigning projects, establishing processes, and helping them progress in their field.

 

Learning is Not Just for School

 

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Choosing the Right Facebook Ads Objective: Part 1

How do you accomplish a goal? First, you’ll need to set your overarching goal. From there, you’ll define every micro goal and each of the individual actions that will get you there.
For marketers, step one is having a product to market. The second is to acquire customers. The third? Profit.
That sounds great, except that customer acquisition part can be tricky. That’s where Facebook can help.
With more than a billion active users, Facebook provides fertile ground for customer acquisition.
  • The downside: The increasingly pay-to-play nature of Facebook mandates an investment to maximize this audience.
  • The upside: Facebook ad targeting is both robust and granular, offering numerous options that allow you to drill into minute targeting and action-based details.
It’s complex, but the opportunities it provides are awesome. We’re here to help demystify it, at least a little bit.
When creating an ad in Facebook, the interface presents you with a host of overwhelming options. Before even writing your ad, you’re forced to select a “marketing objective.” At the time of writing, the Ads Manager gives you a whopping 13 options.

 

Facebook Marketing Objectives

 

How is the average marketer supposed to know which option to choose here? To Facebook’s credit, the multitude of choices is intended to relate a variety of objectives to practical marketing goals. Unfortunately, so many choices often just confuse people using the interface for the first (or second, or twentieth) time. Your choice will affect what your ads look like, how you can target your audience, what bidding criteria you can use and what actions you are charged for. All of these variables have the potential to muddy the water when it comes to getting the most cost-effective results.
In this article, we’ll cover the marketing objectives offered in Facebook Ad Manager. We’ll also cover which ones are best aligned with which marketing goals and the potential concerns and caveats that come with some objectives.

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