Month: March 2013

Observability, Perseverance, and Dark Data

Having not done so myself, I cannot imagine the trepidation that comes with taking the first steps towards a brand new business venture. What comes with that first step is placing a lot of faith into one’s faculties, competency, and capability to cast aside doubt and soldier on. Paramount to this is the belief that […]

How to Drive ROI with Facebook’s Custom and Lookalike Audiences

Social network advertising spend is projected to grow to 32 percent in 2013 to over $10 Billion, according to a recent eMarketer report. But despite this growth, many brands and direct marketers are still unsure how to find the right audiences on social networks, particularly Facebook. Luckily, Facebook offers two powerful tools marketers can use […]

Why I don’t optimize for Quality Score

Larry Kim recently posted on the Wordstream blog about Quality Score having more importance than ever. Typical of Larry’s posts, the article was thorough, thoughtful, and compelling. And I’m going to tell you why I’m ignoring it. Quality Score is a Google-driven metric that is only loosely related to performance. Basically, it’s the wrong metric […]

Monkey with SWOT Analysis and Keyword Research for Fun and Profit

Today’s post is by Chris Sparks , Director of Marketing at iSpionage. The idea of considering a company’s internal strengths and weaknesses and reviewing the opportunities and threats in the external environment provides a useful framework for informing and guiding SEO improvement efforts. SWOT analysis is a simple but powerful analytical tool that can be used […]

Why Are You Getting Low CTR on Facebook? Because Your Ads Suck

Much is made of the low CTR of Facebook ads. An average (or even good) rate of click is 0.020-0.050%, depending on who you ask. That’s a lot of ads displayed with not very many clicks. Others approach a more respectable, but still frustratingly low CTR of up to 0.5% There are reasons for low […]

Construct Better Headlines with Facebook Ad Tests

There are a number of generic articles that tell you basic, broad-stroke techniques of how to write a stellar headline. I’m a fan of using data to back up my assumptions.  A key ingredient missing from these generic guides is whether or not this headline will resonate with your target audience. Facebook ads are a […]

Jump-Start Your SEO, Part 2 – Content

Today’s post is by Jessica Lee, Content and Media Manager at Bruce Clay, Inc. Welcome back to Part 2 of our primer on jump-starting your SEO! In case you missed it, we used Part 1 to discuss the right approach to SEO, the basic components of SEO, and optimization techniques. Today, we’ll talk about something that’s changed […]

Marketing takeaways from Facebook’s new look

Today’s post is by Matt Prater, Director of Analytics at BlitzMetrics. With Facebook’s recent announcement of Graph Search and the redesigned News Feed, marketers are planning how to take advantage of the new real estate. The most obvious change is a much wider, cleaner News Feed that merges mobile and desktop into one unified experience. Content is now front […]

Does FBX produce different time-of-day conversion patterns?

  Today’s post is by Beth Logan, PhD, Director of Optimization at DataXu. Despite recent reports that users sometimes “take a break” from Facebook, the site is phenomenally popular. It is a highly engaging place where many users spend a disproportionately large amount of time, both viewing and creating content. Therefore, when we started running campaigns […]

How to Manage PPC for Low-Traffic Products and Services

I recently started working with a client I’d describe as fairly niche. They work in a relatively small area, offering a particular service for customers who use a particular IT brand. Search volumes are low and so is traffic. They’re really happy with the quality of the traffic they’re seeing and are full of praise […]