17 Apr 2014

The most expensive ad on Facebook ever?

No Comments facebook marketing and advertising
Screenshot 2014-04-15 19.40.50
Check this out– $39.68 on 390 impressions.
That works out to $107.60 CPM (cost per thousand impressions).
For the math people out there, that is 10 cents per IMPRESSION, not per click.
Fortunately, I got 7 clicks, so it works out to less than $6 a click.
Is that too high a cost?
If it drove a couple leads, perhaps not.
So don’t go off the CPM or CPC necessary if you’re doing B2B lead gen.
Check out how to optimize your bid strategy here.

 

24 Mar 2014

Website Custom Audiences are the BEST thing on Facebook

No Comments local advertising

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I took this screenshot just now. The top 3 ads are all Facebook retargeting.
In other words, I had just visited these sites and immediately, they are showing me messages related to whatever I was just looking at.

With jiveSYSTEMS, I was learning about how to do video email.
So they’re tempting me with more articles from the blog.

With autocustoms.com, they’re a client, so that’s what happens.
If I had clicked on a particular product, I might see that again.

With priceline.com, I’m looking at hotels for next week in Salt Lake.
They know I’m cheap, but they aren’t smart enough to stop ads when I’ve already booked something else.

Some pitfalls to avoid with WCA (Website Custom Audiences):

  • Just because they’re effective, don’t overuse them. Watch your frequency and rotate your creatives.
  • Have different calls to action. You’re not going to use the same creative for driving awareness as you would for engagement or conversion. Segment out your content by where they are in your sales funnel.
  • Make sure to use negatives. Don’t send new customer offers to existing customers. Run exclusion audiences.
  • Use combinations. You can use WCA to catch folks who didn’t open your email, didn’t buy, or aren’t a fan. Why not cross email, connection targeting, and other attributes with your WCA? So many combos possible for segmented messaging.

What else might you not know about WCA?

Your turn. Have you used WCA yet? Got any tips or thoughts to share here?

24 Mar 2014

What do Alex Houg and Star Wars have in common?

No Comments local advertising

Screenshot 2014-03-20 20.25.55

I’m not sure, but Facebook is showing this when I search for his name on Facebook.

Do you think this is an ad?
Maybe Facebook will bring back the sponsored results, which were search ads?

20 Mar 2014

A dead post from 3 years ago suddenly comes alive– and my guess why

No Comments local advertising

Screen Shot 2014-03-20 at 12.36.33 AM

I wrote a blog post on project management three years ago.
It sat dormant. No hits.

And then a few weeks ago, it got 1,792 pageviews.
All organic. No ads and nobody promoting it, from what I can tell.

The only hypothesis I have is that it’s actually Facebook traffic or that Google’s algorithm is taking into account social activity.

Here is the Facebook trend, so you can see how closely they match up.

Screen Shot 2014-03-20 at 12.44.23 AM

And we’ve seen that traffic we know is actually from Facebook is marked as direct/none or Google organic.

This is especially tricky because of the “not provided” issue, where Google hides the keywords your traffic came from. For Facebook traffic, there clearly was no keyword.

Friends, what do you think?

01 Mar 2014

Top 10 Things That I Learned at #L2E

No Comments local advertising
  1. Screen Shot 2014-03-01 at 1.20.12 PM


You should build your network before you need it.

  1. Work toward your strengths.
  2. Tell your story.
  3. Dancing is good!
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  4. Network is net worth.
  5. Be careful what you put on social media.
  6. Build your brand.
  7. Don’t waste time on the Internet.
  8. Be a light with things you learn.
  9. Fly, don’t walk.
24 Feb 2014

COX Cable is taught a lesson by the former head of social customer care of GoDaddy

No Comments local advertising

They charged him $25 for his debit card being declined.

Here’s what happened:

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Do you think cable companies should be even be on social channels if they are not equipped to handle issues? Or is it a necessity, like having a call center?

We, ourselves, are having a nightmare with Comcast trying to get business internet. It’s been 10 days, 5 different people, and still no clear answer on when we might get either a visit for a site inspection or to get internet.

Is it a lost cause for certain service companies to be in social channels if their core service is broken?

24 Feb 2014

I love you all THIS much!

No Comments local advertising

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You know my mission is to create jobs for all of you via structured, self-paced training.
We are combining the knowledge of our industry friends to assemble these certifications.

If you have stuff you’d like to share, hit me up and we’ll promote you!

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2014 is going to be an incredible year, especially for anyone doing social lead gen.

For those of us over 30 that remember the old TV jingles, raise your hand if you’re sure.

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Meanwhile, you’ll be seeing less and less of me, as I go back into my cave to help build the logic that drives this system. My title is now Chief Technology Officer to reflect this.

I’ll pop out for the occasional NBA game, but it will be others that need to be the figureheads– the experts in each of their relevant areas.

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This is the year that inbound marketing, social marketing, SEO, marketing automation, and PR are on a collision course. We are building the plumbing that will help you tie all your audiences and your content together.

Stay tuned!

20 Feb 2014

Fatal snake bite on Facebook

No Comments local advertising

Did you know that you can hit “promote” on your personal status updates– you as a user, as opposed to what you post on your page? Like this…

Screen Shot 2014-02-20 at 5.03.58 AM

But for your $6.99 you don’t get any real stats, unlike the rich detail on impressions, actions, and conversions from promoting a post on a page (not your profile).

So I decided to post on my public figure page– it’s a page, not a profile.
And I found this juicy article about a snake-handling reality TV show preacher who died of a snake bite.

Screen Shot 2014-02-20 at 5.07.04 AM

I think these folks are nuts, but that wasn’t the point.
I spent $15 boosting this post.

Yes, the guy who rails against boosting posts has been doing it quite a bit.
And talking about himself in the third person.

And here are the results:

Screen Shot 2014-02-20 at 5.09.54 AM

We drove 108 clicks to that article.
And 76.9% of these were men, predominantly 25-34 years old.

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Just imagine if this was to one of our sites, instead of USA Today.
And imagine if we had retargeting set up on our target site to continue the stalking– er, I mean, nurturing.

There is such convenience in being able to boost a post right there from the timeline.
I didn’t have to select a goal, since Facebook infers this from my link share.
I didn’t do any targeting except to select snake handlers and glossalia (speaking in tongues).

I think I’ve been bit with the Facebook boost post bug.

Do you boost posts?

18 Feb 2014

What to do when you hit 5,000 friends on Facebook

No Comments local advertising

I’m at 4,990 friends now.

Screen-Shot-2014-02-17-at-3.30.23-AM

Every week, I purge another 40 so I can add a fresh 40 friends.

It used to be that the 5,000 cap was friends plus pages you liked- total connections.
Now it’s just friends.

If you go to your profile and click on friends (the screenshot above), Facebook lists your “best” friends first. So if you want to ditch the dormant ones that you may have added a long time ago, you’d have to scroll to the end.

Even with a speedy 100 mbps internet connection, you’d be waiting an unpractically long time to get to the bottom of the list. And there is no reverse sort.

What to do?

  • One answer is just to have a lot of followers– I have 41,319.
  • Others say you can create a public profile page (mine is at fb.com/getfound), but it’s not the same.
  • The cynical say that it’s impossible to have more than a handful of real friends, which is why the 5,000 cap exists.
  • So some just mass delete everyone and start again, similar to declaring email bankruptcy.

I made the mistake years ago of accepting anyone’s request.

But now relationships matter more to me.

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I have to guard my time jealously, as should you.
Mari Smith taught me this lesson.

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So here’s the practical solution:

1) Go to https://www.facebook.com/friends/organize

Screen Shot 2014-02-17 at 3.43.35 AM

Facebook identifies the folks you haven’t spoken to in a while. Maybe you’ll want to uncheck a few folks that fell through the cracks. When you click the “add to acquaintances” button at the bottom, they go to a special group.

My apologies to anyone reading this who is in the suggestions.

2) Now go to your lists page at https://www.facebook.com/bookmarks/lists

Screen Shot 2014-02-17 at 3.45.30 AM

3) Time to start pruning!

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I like to manually review each person, usually by seeing which friends we have in common.

To my knowledge, there is no “mass purge” option, though someone has likely built an app to do this. If you find it, let me know.

Probably not within Facebook’s rules. Remember they got mad at Burger King a few years ago for giving people a Whopper if they unfriended 5 people.

Slightly tedious, but a nice walk down memory lane and helping you focus on who you should be prioritizing spending time with.

What about you?

18 Feb 2014

Delta Airlines makes me wet!

No Comments local advertising

No joke.

A steady stream of cold water coming down on me.
Raindrops keep falling on my head, they keep falling…

So we wanted Delta to know about it– to have a little fun.

As before, we used the micro-targeted ads trick.
These choice nuggets have been working like a charm for years.

My buddy, Alex Houg, put the video on youtube, while Max put up the ads.

We targeted the 140 folks who work at the major airlines in their headquarters cities and are executives. On Facebook, that’s 140 people.
Screen Shot 2014-02-02 at 10.39.33 PM

 

As you can see, we were able to reach 114 of them, which is 81%.
And we were able to get 17 of these folks to click on it, which is 15%.

So over half the video views are from airline executives.

Screen Shot 2014-02-02 at 10.42.33 PM

Interestingly, we got more clicks from executives at American Airlines and United than other airlines. Perhaps they have larger workforces or PR teams that care more.

We didn’t get any clicks from Delta.

7 of the 34 folks who are executives at United airlines clicked to watch the video.

Screen Shot 2014-02-02 at 10.44.25 PM

Notice that we have broad category targeting of “executives and management”.
We could target by the actual job titles as precise interests, but it will likely be smaller.

And it’s highly likely that some of the folks who saw this video forwarded it along to colleagues.
What United exec wouldn’t get a chuckle by sharing this with a co-worker?

So the true “cost per click” is understated.

With awareness or activism campaigns, it’s more about reaching just a few people than about trying to maximize the CTR or getting lots of clicks. You need only to get noticed from that particular person to achieve your objective– and it doesn’t even require a click.

Above, you can see the frequency is 3 to 4, meaning that the average person saw the newsfeed post 3 or 4 times. So while we reached 114 people, we served about 500 impressions.

Total cost of $10.26– the price of going to the movies.

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