4 Reasons Why You Should Advertise on Facebook

Facebook Ads are a great way to get your business in front of new prospects. In today’s article, we’re giving you 4 reasons to consider using Facebook Ads for your business.

1,230,000,000.

That's how many active daily users are on Facebook.

Digital marketing has drastically changed over the last decade. Ten years ago, Facebook had just switched from being a platform reserved for college students to a platform that everyone could access. The profile pages looked completely different and "Newsfeeds" and "Timelines" didn't exist.

Fast-forward to today. Not only does Facebook now use algorithms to filter what they think you'll find most interesting, they also feature opportunities for businesses to use the platform as a way to advertise to users.

If you're still unsure about why investing in Facebook Ads is a good place to spend your marketing dollars, read below for the four main reasons they can be a smart investment for your business.

1. Everyone is on Facebook

With 1.23 billion daily users and 1.86 billion monthly users, Facebook is one of the most popular websites in the world. Which means that Facebook Advertising creates an extremely valuable opportunity for businesses to get in front of prospective clients who are on Facebook.

While other social media platforms like Instagram, Pinterest, Twitter, and Snapchat have gained popularity over the years, Facebook is still the king when it comes to social media. In fact, Facebook has more than double the amount of adult online users than any of the other platforms.

The other key thing to consider about Facebook users is that they span across all age groups. While the most popular age group on Facebook is 18-29 year olds with an 88% user rate, the drop off is minimal for older age groups.

In 2016, 84% of 30-40 year-olds and 72% of 50-64 year-olds used Facebook. Even the 65+ age group still came in at 62% usership.

The bottom line is any type of customer you might want to attract is on Facebook. Which means you can harness its popularity for your advertising.

2. Facebook Ads Can Be Laser Targeted

The challenge with having access to so many users is making sure your ads get in front of your target customers.

Luckily, Facebook advertising allows you to be highly targeted with the audience your ad will be in front of. You can use the following targeting options:

• Demographics that can be broken down by age, gender, geographical location, etc.
• Interests based on what the user likes, shares, clicks on, comments on, as well as the apps he/she uses
• Behaviors based on activity on Facebook, as well as 3rd party partner data from Acxiom, Datalogix, and Epsilon. This includes purchase activity, device usage, and travel preferences.
• Key pages visited on your website (aka retargeting)
• Lists of email subscribers or customers in your database

You can even ask Facebook to find other similar users, called Lookalike audiences, after you create an audience using the options above.

The specificity of Facebook's targeting capabilities paired with the amount of information they can gather on their user's interests makes it a great option for advertising.

3. With Facebook Ads You Can Set Clear Goals

There are two general types of Facebook Ads you can run and each type achieves a different goal for your business.

With Engagement Ads, the goal of your campaign is to engage your audience by encouraging them to take action and interact with your post. The focus of these ads is to help get information out about your business and grow and nurture your audience. This also helps you learn about the messaging and content your audience connects with and can inform the future ads you create. With these posts, you may not even realize they are an ad at first because they're meant to blend in with the typical organic posts you interact with.

With Direct Response Ads the goal of your campaign is about driving leads and sales. These ads will have an offer and a call to action to "sign up" or "call now" or "click here." The offer and call to action are two critical components to successful direct response advertising. These are great if you're trying to sell a specific product or offer a new deal.

First, determine why you're running the ad campaign (exposure vs. response) and then you can use Facebook's goal setting options to ensure you achieve that goal.

4. Facebook Ads are Easy to Track

Tracking the success of any ad campaign is extremely important. It allows you to measure the number of leads and sales generated directly from your Facebook ad campaign.

The process to set up Facebook conversion tracking is simple and similar to other ad networks.

The first step is copying your unique tracking pixel and adding that to every single page of your website.

Once that's complete, you have two options for tracking conversions:

1. Track custom conversions using a webpage URL. For example, if you want to track demo sign ups, then you would copy the demo sign up thank you page URL and tell Facebook to track that page as a conversion.
   
   
2. Event tracking using Event codes. This is a bit technical because you’ll need to copy a line of JavaScript and paste it at the end of the pixel code (before the </script>) on the webpage you want to track. For example, if you want to track demo sign ups, then you would copy the Lead Event code, which “fbq(‘track’, ‘Lead’);” Then you would paste that code right before the </script> of your pixel code on the demo sign up thank you page.

If those steps seem advanced, then there’s also the option to email the code and directions to your developer. For most websites, this should be an easy, pain-free process. :)

How Google Analytics Can Be Misleading...

I love Google Analytics, but their reports can be misleading if you don’t understand the critical concept in the article below.

In today's Check This Out, I’d love to get your input...

 

 

Why Google Analytics Reports Do Not

Match AdWords Reports

 

Out of many popular topics like Facebook advertising, email marketing, mobile website development, and a handful of others, would you believe me if I said more people want help with Google Analytics setup and reporting?  Well, it’s true.  My assumption going into the survey was that bland and boring Google Analtyics would be sitting on the rock bottom.  But it’s right at the top!
 

So with that in mind, I’ve decided to write about a topic that I’ve held back for fear that no one would find it interesting.  However, it’s a very important concept to keep in mind when you’re reviewing your Google Analytics reports.  It’ll also explain why your Google Analytics reports are often very different than your Google AdWords reports (if you’re advertising).
 
It’s call attribution.
 

What is Attribution?

Online attribution is the process of assigning credit for a website conversion, or Goal in Google Analytics. Think of it like giving credit to a salesman for closing a new client.  In that case you’re attributing the sale to one particular salesman.  The same thing happens online when a Goal is completed in Google Analytics.  The program must attribute the sale to the correct source of traffic (i.e. SEO, AdWords, Facebook referral, etc.).
 
This sounds simple until you think about the typical person surfing around online.
 
Let’s say I do a search in Google and click on one of your ads, which brings me to your website.  I read all about your amazing widget and how I would be insane if I didn’t purchase right now.  Then I leave your website. :)
 
I do a little more research into your company, I read some reviews, and find an online press release or two.  Finally, I search in Google again, but this time I use your company name, and I click on the non-paid result (the organic SEO result).  I’m already sold so I quickly make a purchase.
 
In that example, how do you think Google Analytics will handle attribution?  Does the AdWords ad get credit for the sale?  That’s how I originally found your site so that seems like a logical answer.  Or does the non-paid, organic result get credit because that’s the last action I took before purchasing?  Or do both get credit?
 
Take a guess if you’re not sure before reading on.  Don’t cheat. :)
 

How Google Analytics Handles Attribution

By default, Google Analytics uses what’s called “last click” attribution.  That means in my example, the conversion will show up as coming from the non-paid, organic search.  So it’ll look like revenue from SEO, not from the AdWords ad that originally brought me to the site!
 
Ah ha! See why I said this was a critical topic.  All this time you may have been misinterpreting your reports in Google Analytics.  Just because you’re getting all of your leads and/or sales from organic traffic, doesn’t mean your advertising is not performing.  It could be simply a case of mistaken attribution.
 
To make this even more complicated, I need to warn you that Google AdWords reporting uses “first click” attribution. That means in my example, when you run the report in Google AdWords, the sale would be attributed to the keyword and ad that was first clicked on.  So you’ll see the sale in AdWords and you’ll see the same sale in Analytics, but Analytics will be telling you the sale was generated from SEO!
uh oh… which program, Adwords or Analytics, should you trust?
 

Which Attribution Model Is Best For Your Business?

The short answer to my question above is that it depends on your business.  If most of your leads and sales are generated quickly upon the first visit, then “last click” attribution is most likely fine for you.  If you have a longer sales cycle and you know people shop around before making a purchase or contacting you, then first click might be best.  The good news is that earlier this year Google Analytics gave us the ability to report on conversions, or Goals, using 7 different attribution models.  They even let you create custom models if you really want to go nuts.  For the record, I do not recommend going nuts… Stick with the basic models.
 
To see this in action, log into your Google Analytics account and go to Conversions in the left navigation.  Then click on Attribution and then Model Comparison Tool.  You’ll see a report like the one below where you can compare different models.
 

 
I also recommend you review the Multi-Channel Funnels while you’re in the Conversions section of Google Analytics.  The most interesting reports are:

• “Time Lag” to see how many days it takes for prospects to convert.  This is where you can see if the majority of your conversions happen on the first day, or if it usually takes longer.
• “Top Conversion Paths” to see the full path to conversions.  In my previous example, this report would show “Paid Search” led to the “Organic Search” which then generated the sale.  So rather than rely on one single attribution model, you can see the entire sales path.

OK, that’s probably more than enough Google Analytics reporting info for one day.  The key takeaway is to always be aware of how Google Analytics (or any other tool you use) is attributing conversions in your reports.  And if you’re receiving reports from a marketing company, then make sure it’s clear how their tool is handling attribution.  Different attribution models can show vastly different results, which can lead to vastly different decisions about where to focus your marketing budget.

Online Marketing: The Good, The Bad and The Ugly

 

I love old Clint Eastwood western movies.  They were always on TV when I was growing up and I would instantly get sucked into a ~3 hour movie, along with all those commercials.  Hey, I figure there were worse ways to spend a Sunday afternoon.

I've probably watched The Good, The Bad and The Ugly about 10 times by now.  To be honest I can't always tell which one of Clint's movies I'm watching until they reintroduce it after a commercial.  They all include gunfights, signature one liners from Clint, and some timely, precision tobacco spitting.  My kind of movie. :)

Even if you haven't watched the movie, you can probably guess there's a good guy, a bad guy, and an ugly guy.  I'll spare you the details and jump right into how this relates to online marketing.  In my experience, online marketing plays all 3 of those roles: Good, Bad, and Ugly.

 

 

The Good

 

The good is usually what draws businesses to online marketing in the first place: It's affordable.  In some cases, it's downright free.  For example, any business looking for local customers can set up and optimize a Google+ Local page and within about a month get free exposure in Google's local business results.  No upfront fees.  No ongoing fees.  No fancy software to learn.  Just free exposure when local customers are searching for you.  Hard to beat free when it comes to driving new business!

Even advertising is usually more affordable online versus offline.  With Google AdWords you only pay per click so there is no big upfront investment like there is with TV, print or radio ads.

Of course, affordability isn't the only reason online marketing is good, but I think that gets the point across just fine.  Now let's look at the bad...

The Bad

The bad news is that online marketing is always changing!  Just when you think you've mastered search engine optimization (SEO), Google will go and change their algorithm.  Or just when you've built up a hefty Facebook audience, Zuckerberg decides to tweak their EdgeRank algorithm so you have to pay to get your posts in front of your prospects and customers.

Scroll through this list of Google algorithm changes to see just how frequently the search engine landscape changes.  Trust me, it's nearly impossible to keep up, and I do this for a living.  There's just no way a business owner can stay on top of all the trends and best practices without help.

And Google is just the tip of the iceberg... Have you looked at all the options available with online marketing?  Talk about overwhelming.  There's SEO, local SEO, search advertising, display advertising, Facebook advertising, email marketing, Twitter, Pinterest, LinkedIn, press release services, website conversion optimization, tracking and website analytics.  I could go on and on but you get the point.

Now, let's turn to the ugly side of online marketing...

The Ugly

First, there's the glut of information available.  There are books, blogs, articles, videos, and podcasts published online daily.  Some of it is sound advice.  Some of it is applicable for certain types of businesses.  And some of it outdated, or simply inaccurate.  Unfortunately, it's nearly impossible for a business owner to know who or what to pay attention to, which leads to poor marketing decisions.

Second, there are many low quality (and even unethical in my opinion) online marketing providers.  For example, I've talked to many business owners who paid and lost thousands to an SEO company that guaranteed #1 rankings.   My spam folder is full of these prospecting emails so I know how tempting it can be for businesses.  However, the reality is that no one can guarantee #1 rankings. As soon as you see or hear that phrase, run away, hang up, or click delete. That's a red flag that you're not dealing with a reputable company.

3 Reasons Why We Invest In Social Media & You Should Too

I'll admit, when social media sprinted on to the digital marketing scene, I was extremely skeptical.  Facebook, Twitter, Google+, LinkedIn, Pinterest, and all the other social media sites reminded me of MySpace and my first instinct was to wait until they all followed the same path to destruction.  I was very cautious to avoid investing time and money into a marketing fad.

But I was wrong.  Social media marketing is not going anywhere.  In fact, all signs are pointing to social media being an integral component in the future of digital marketing. That's because every day the lines get more and more blurry between social media and other core digital marketing tactics like SEO, advertising, and email marketing.  The days of focusing on just one isolated tactic are over.  To have long-term success with digital marketing, we need to take a more holistic approach.


In case you're like me and you're skeptical about the value of investing in social media marketing, I'm going to walk through 3 reasons that may change your mindset. 

Reason 1: Boost Your Other Channels

Chances are good you're already investing in other channels like SEO and digital advertising.  But as I mentioned above, the lines are getting blurry between those tactics and social media marketing.  That's because social media now impacts those channels either positively or negatively.

Let's take SEO as an example.  A successful SEO campaign relies on content marketing (for example. publishing high-quality articles and then sharing them online).  What do you think is one of the best ways to share content online?  That's right, social media!  Sites like Facebook and Twitter are perfect for maximizing the exposure of your content and, in turn, increasing the number of links from other websites.

On the advertising side, the social media giant, Facebook, should not be ignored.  As the Facebook ad platform continues to mature, it's now possible for businesses to laser-target their ideal customers to drive more leads and sales.  Plus, social media (such as the number of Likes you have) can be great social proof on your advertising landing pages to increase your conversion rates.

Reason 2: Control Your Reputation

What is likely the first thing a prospective customer will do when she first learns about your business? I'll do this before or sometimes after I've already contacted the business and it always impacts my decision to purchase.

The answer is that prospective customers will "Google" your business name as a way to run a quick background check.  It takes just a few minutes to search and see what pops up about the company.  In some cases there won't be much info, which can be concerning because it indicates the business may not be legit.  In other cases, there will be lots of info that is either positive or negative.

Here's a quick tip to help you with your search engine reputation management: If you set up social media profiles for your business name, then those pages are highly likely to rank at the top of Google for brand searches.  In other words, you can use your social media profiles as a way to control what prospective customers will see when they search for your business.

And don't forget about how this could impact your hiring process.  Potential employees will certainly "Google" your business name to do their homework as well.

Finally, in addition to setting up social profiles, it's important to stay engaged in order to establish and protect your reputation. Specifically, I'm talking about cultivating positive reviews and responding to any comments or complaints you may receive.

Reason 3: Keep Your Audience Engaged

The final reason to invest in social media is to keep your audience engaged.  This may not sound like much, but I would argue that engaging your audience is one of the most important jobs of your digital marketing.  Think about that for a minute.  In order to make a sale you must first have an engaged prospect.  Then, in order to generated repeat purchases and encourage more referrals you must keep your customers engaged.  If you lose mindshare and attention, then you lose sales.

The key to engagement is to actually reach your audience. Businesses that rely solely on direct mail, phone and/or email marketing are missing out on a segment of their market that could be reached via social media.  I'm not suggesting one tactic is better than the other.  I'm simply highlighting the fact that social media allows businesses to get in front of more of their audience to engage and maximize sales, repeat purchases, and referrals.  

“Facebook Home” Keeps Google, Search Is Harder To Reach

Pick your survey, and one of the top activities on a smartphone is to use Facebook. That’s what the new Facebook Home is all about, making it easier for Facebook users to get Facebook. But it also makes another top activity — search — harder to do.
On Android devices, search is almost always just one touch away. Most current devices have a Google Search bar at the top, while older devices have the old-style search button at the bottom.
Facebook Home turns search into at least a two-touch, or two-step, process. It doesn’t appear to be a purposeful move to somehow oust Google. In fact, Facebook CEO Mark Zuckerberg seemed full of praise for Google and wanting not to impact what people’s search experiences are. Rather, it almost feels like an oversight.
Consider the two screenshots below:

On the left is my Galaxy Nexus. You can see the Google search bar at the top. If you want to search, you just tap on that box — one step (if the phone is locked, then it’s two steps).
On the right is a phone with Facebook Home. There’s no search bar. If you want to search, and this is a Facebook Home Partner device (like the forthcoming HTC First) you have to tap your picture at the bottom (step 1), then drag up to open your app drawer (step 2) then tap on the search box that appears at the top of that (step 3).
Here’s another side-by-side, this time with the HTC First (on the left) next to my Galaxy Nexus, showing how you can eventually get to the search bar:

If you’re on a non-Facebook Home Partner device, one that has the latest version of Android and is deemed Home capable, the bar goes away entirely.
For example, here’s how things look on the Galaxy S3, after you’ve opened the app drawer:

That’s the full screen. The search bar is nowhere to be seen, no matter which app pane you switch to, either. I’ve had two people from Facebook confirm that if you add Facebook Home to a device not part of the partner program, the search bar goes away.
So how are these Facebook folks who’ve been using the Facebook Home already conduct searches? They open up Chrome, then search from within there.
That works, of course. Plenty of people search in a similar way on iOS devices, by going through Safari or an alternative browser like Chrome. But for those used to one-touch “app-less” search, Facebook Home makes that harder.
Is this on purpose? Like I said, I doubt it. It’s certainly not the impression I got when talking briefly to Zuckerberg about it. He made it pretty clear there was no intention of trying to change search around for people.
“We don’t want people to have to choose do I want to be in this Facebook mode or a different mode. We want it to be additive,” he said. “The swapping out of Google’s functionality isn’t really something we want to do here.”
What about the idea that people may want to do local searches, and while Facebook effectively has a local search engine, Facebook Home doesn’t seem to help with that? Zuckerberg simply said Facebook had “a lot of opportunity” to show such content in the new Cover Feed or within the Facebook app itself.
But on the web, Facebook Graph Search is in part designed to better provide access to local information. Will Facebook Graph Search come to the app?
“When that’s available, hopefully we’ll be able to make that available here [in Home]. But even Graph Search, Graph Search is not web search. People still need Google or Bing of whatever they use for web search.”
Is Zuckerberg perhaps being cagey, holding back on a secret-uber plan to eventually have Graph Search take over on these devices. Perhaps. And I do think Graph Search is going to come. But really, the impression I got was that search has largely been overlooked with the launch of Home.
Consider that Facebook repeatedly talks about how it’s now a mobile-first company, and how more people are using it through mobile devices. Graph Search — and its partnership with Bing — are key features of the desktop experience. Neither of those are ready to follow Home over?
Down the line, of course, Facebook could potentially prompt people to change search providers — it could offer to be a search provider itself. But would that mean Bing would become part of that partnership on mobile, as it is on desktop? Or might Facebook worry that perhaps some might react badly to the idea of not having Google as their search engine?
We’ll see. But for now, it’s pretty clear that if you depend on some direct access to Google search, you’re going to do some additional steps in the future, if you go to Facebook Home.
As for Google Now, that seems to remain unchanged. A single hold on the main menu button with the HTC First will bring that up. The Vine video below shows this, after I first show the steps you go through to do a search:
On a non-partner device like the S3, a hold on the main menu button brings up access to Google Now via the G icon, at the bottom of the screen: