Facebook allows for a breathtaking sophistication of targeting. With Facebook’s ads, you can make sure your ad gets seen by people of the right, sex, age, geography, marital status, parental status, interests, education, etc. Of course, saying the wrong thing to the right person won’t get you any better results than reaching the wrong people to begin with. So your ad’s … [Read more...] about Your Image Should Be As Targeted As Your Copy
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Is CPM Bidding a Waste of Your Money?
For a newer article on this topic visit: Deciding Between CPM & CPC Bidding on Facebook Yes. Full stop. Answering that question and then calling it a day doesn’t make for a rewarding blog post, though. I have found reasons that allow you to say CPM bidding wastes your money, and there are also some cool insights I’ve found about two of the biggest categories … [Read more...] about Is CPM Bidding a Waste of Your Money?
Top PPC Tips For Local Businesses
Here’s the deal – you want PPC to power your business, but you offer a product or service that can only cater to the local community. What options does that leave you? There are really two things I want to focus on – the first is making sure your PPC is as awesome as it can be, and this comes from taking advantage of all the tools and tricks available to you as a local … [Read more...] about Top PPC Tips For Local Businesses
Pricing On Ads Isn’t Always Premature
In sales, one of the dreaded questions is the “premature” pricing question, where the prospect asks “how much” before the salesperson has adequately “built up value.” Of course, the question is only premature from the point of view of the salesperson. To the prospective customer, price is necessary to decide whether or not to waste any time entertaining the salesperson’s … [Read more...] about Pricing On Ads Isn’t Always Premature
The 5 W’s of AdWords Ad Extensions – Part II
The five W’s return… I’m sure some of you may remember these from grade school as who, what, when, where and why. Together, they create the basic formula for getting the complete story on a particular subject. If you were following along earlier this month, we’ve already covered 4 of the different types of extensions that AdWords has to offer in Part I. For the purpose of Part … [Read more...] about The 5 W’s of AdWords Ad Extensions – Part II
Google’s latest earnings report woes to have an impact on the future of PPC?
In case you hadn't heard the big news, Google’s latest earnings report was accidentally released 4 hours early when RR Donnelly (the firm who prints Google’s financial documents) filed the reports during trading hours by mistake. The big news is that almighty Google’s net profits fell 20% from last year to $2.18 billion. Investors reacted badly to the news and $22 billion … [Read more...] about Google’s latest earnings report woes to have an impact on the future of PPC?
Narcissism Isn’t Social: How To Engage With Your Audience
When social media was relatively new, I feared that it would undo a whole lot of my work. I had worked hard to get client companies to realize that it really wasn’t all about them. Most companies naturally gravitate towards we-language and chest thumping. We’re this and that and our product/service is the best out there, etc. etc. Getting them to switch to you language -- as … [Read more...] about Narcissism Isn’t Social: How To Engage With Your Audience
Joining the Conversation vs. Being More Interesting
“Proverbs contradict each other. That is the wisdom of a people” -- Stanislaw Lec Among the proverbs that contradict each other, are two copywriting adages: 1) Join the conversation that is already going on in the mind of the customer and 2) Give them a thought that’s more interesting than the one that was already occupying their minds But, oddly enough, it’s … [Read more...] about Joining the Conversation vs. Being More Interesting
Going Beyond AdWords: How to Use Niche Ad Networks
Sites like Bing, Google, and even Facebook have done a great job making advertising available for everyone. There is huge potential in all three of them for profit, if done correctly. The big ad networks are nice because people recognize the names, they’ve heard stories about people who have gotten rich off of AdWords, and they are stable. These big players are a big part of … [Read more...] about Going Beyond AdWords: How to Use Niche Ad Networks
How To Fix Your PPC Lead Quality When It Tanks
It’s a PPC manager’s worst nightmare – you hear from your sales team that suddenly the leads you are sending them are no good - An unexpected decline in lead quality that can affect any account. The question is, what steps can you take to deal with this shocking news? Your first step should be identifying the cause of your lead quality issues. Check back over everything you … [Read more...] about How To Fix Your PPC Lead Quality When It Tanks
Ads In the Wild: Use Close-Ups in Small Format Images
Facebook ads don’t give you much room to play with when it comes to the image, think 80x120 pixels. And yet, the image remains pretty much THE make or break element of your ad. Without a great image, you just won’t grab the users’ eyeballs. And if no one even sees your ad, it’s got no chance to convert, or even persuade. So how do you get a hard-hitting image that’s also … [Read more...] about Ads In the Wild: Use Close-Ups in Small Format Images
Targeting the Messaging: An Ovation TV Case Study
My wife is a former professional dancer and a huge fan of So You Think You Can Dance. In other words, she’s the perfect prospect for a new TV Show centered around professional dancing. that’s been created by the producers of So You Think You Can Dance, and an obvious target of this ad which showed up on her Facebook page: Unfortunately, this Facebook ad fails to tap into … [Read more...] about Targeting the Messaging: An Ovation TV Case Study
