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Article URL: https://boards.greenhouse.io/flexport/jobs/5806177?gh_jid=5806177
Comments URL: https://news.ycombinator.com/item?id=40468113
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As a savvy internet user, you might think no one clicks on Facebook and Instagram ads.
You’d be wrong.
In 2021, Meta made over $114 billion in revenue from advertising.
Someone’s clicking.
But who, and how do you get them to click on your ads? I’ll show you.
Many marketers who tried Facebook ads, especially in their early days, decided Facebook advertising didn’t work.
Don’t believe them.
I will share everything you need to know about how to create Facebook ads, now known as Meta for Businesses.
If you’re totally new to Facebook, you’ll need to set up Meta Business Suite, then come back to this post for a deep dive into Meta advertising best practices.
In this advanced Meta advertising guide, you’ll learn which businesses are the best fit for the platform and how to run successful campaigns.
We’ll cover the most common mistakes marketers make and the biggest factor in your ads’ success.
Meta ads work by allowing advertisers to reach users on Facebook and Instagram from one platform.
We can’t talk about Meta ads without also mentioning Facebook ads. In October 2021, Facebook renamed itself Meta. They are working to become a social technology company, not just a social media giant.
When you create ads in Meta Business Suite, you can advertise to both Facebook and Instagram users through boosted posts, videos, photos, Stories, messenger, carousel, slideshows, playable ads, and instant experiences.
Meta ads target users based on their location, demographic, and profile information.
Many of these options are only available from Meta. After creating an ad, you set a budget and bid for each click or thousand impressions that your ad will receive.
If that sounds overwhelming, don’t worry. I’ll explain what all that means.
Many businesses fail at Meta advertising because it’s not a good fit for their audience. So before investing time and money on Meta ads, consider whether your business model is a good fit for Facebook or Instagram.
In the past, Meta ads were more like display ads than search ads — though new versions of ads, like product ads, allow advertisers to sell products directly to users.
Here are a few types of businesses that are likely to succeed with advertising through Meta..
The businesses that are most likely to succeed with Meta ads ask users to sign up, not to buy. You must use a low-friction conversion to be successful.
A visitor to your website wasn’t looking for your product. They clicked your ad on a whim. You will fail if you rely on them to immediately buy something to make your ad ROI positive.
Meta users are fickle and likely to click back to Facebook or Instagram if you ask for a big commitment (purchase) upfront. Instead, stick to simple conversions like signing up for your service, filling out a short lead form, submitting an email address, or converting inside the platform using Instagram shopping or similar.
Even if you sell products, not services, you should consider focusing on an intermediate conversion like a newsletter signup. Then you can upsell later through email marketing or retargeting ads.
Daily deal sites like Groupon, AppSumo, and Fab are good examples of businesses that can succeed with Facebook advertising. After you click one of their ads, they just ask for your email address. They’ll sell you on a deal later.
Even if you only ask for an email address initially, you’ll need to eventually make money from these users to be profitable.
The best business model that fits Facebook ads earn revenue from its users over time, not all at once. A user may have given you their email, but you’ll need to build more trust before they are likely to buy anything.
You shouldn’t depend on one big purchase. Several smaller purchases are ideal.
Daily deals and subscription sites are great examples of business models that can thrive on Meta. Both have customers whose lifetime value is spread out over six months or more.
At Udemy, they focus on getting users to sign up on their first visit. By aiming to be profitable on ad spend in six months (not one day), they turn Facebook users into long-term customers.
They target a 20 percent payback on ad spend on day one and 100 percent payback in six months. These numbers can serve as a rough guide for your business.
Businesses in fashion, books, and other small purchases also do well on Meta, especially Instagram.
The number one mistake most marketers make with Facebook ads is not targeting them correctly.
Facebook’s ad targeting options are unparalleled. You can target by demographics and create custom or lookalike audiences to target users similar to your best customers. You can also use retargeting ads to target users who have interacted with your page, or visited your website.
On Meta, you can directly target users by:
Each option can be useful, depending on your audience. Most marketers should focus on location, age, gender, and interests.
Location allows you to target users in the country, state, city, or zip code that you service.
Age and gender targeting should be based on your existing customers. If women 25-44 are the bulk of your customers, start targeting them. If they prove to be profitable, you can then expand your targeting.
Interest targeting is the most powerful but misused feature of Facebook ads. When creating an ad, you have two options: broad categories or detailed interests.
Broad categories include topics like Gardening, Horror Movies, and Consumer Electronics.
Meta also added targets like Engaged (1 year), Expecting Parents, Away from Hometown, and Has Birthday in 1 Week.
Broad interests may seem like an efficient way to reach a large audience. However, these users often cost more and spend less. You’ll also need to install the Meta pixel.
This used to be an ineffective way to reach audiences because it targeted too large of an audience; however, adding the Meta pixel and dynamic ads makes this far more effective.
It is worth testing, but detailed interest targeting is often more effective.
Detailed targeting allows you to target Meta users based on more detailed interests and onsite behaviors.
For example, you can target users based on the following:
Detailed targeting also allows Meta advertisers to include or exclude specific people using the “or”/”and” targeting.
For example, if you can target users who “are ” college graduates, you can then focus on those that “are ” interested in travel “or” interested in food. This lets you get a lot more detailed about your target audience.
In addition to targeting users directly, Meta allows you to target a group called Lookalike Audiences.
What are Meta Lookalike Audiences? These are Meta users that are similar to your current users. You’ll need to have Meta Pixel or other custom audience data, like an email list. Then, you can ask Facebook to find similar users.
They are highly customizable — for example, you could create a “new customer” ad, then exclude current customers from seeing your ads.
This page on Meta walks you through how to create Lookalike audiences.
Retargeting ads allow you to reach customers already familiar with your brand. You can double down by creating dynamic ads that show people items they are likely to be interested in.
For example, you could retarget users who have visited your site, left items in their cart, or clicked on an ad.
To create a retargeting ad, the first step is to install the Meta Pixel. Follow this guide in Meta’s Business Help Center to get started.
The most important part of your Meta ad is the image. You can write the most brilliant copy in the world, but if your image doesn’t catch a user’s eye, you won’t get any clicks.
Don’t use:
low-quality images
generic stock photography
any images you don’t have the rights to use
Also, don’t steal anything from Google Images. Unless you’re a famous brand, don’t use your logo.
Now that we have the no’s out of the way, how should advertisers find images to use? Buy them, create them yourself, or use ones with a Creative Commons license.
Below you’ll learn which types of images work best and where specifically to find them.
Images of people work best, preferably their faces. Use close-ups of attractive faces that resemble your target audience.
Younger isn’t always better. If you’re targeting retirees, test pictures of people over 60. Using a 25-year-old woman wouldn’t make sense.
Facebook sidebar ad images are small (254 by 133 pixels), while Instagram feed ads should be no wider than 500 pixels. You can check out the specs for other Meta ads here.
Make sure to focus on a person’s face and crop it if necessary. Don’t use a blurry or dark picture.
Use this ad image guide on Facebook to see the size requirements for other ads, like a desktop news feed, a mobile news feed, instant articles, stories, etc.
Advanced tip: Use images of people facing to the right. Users will follow the subject’s line of sight and be more likely to read your ad text.
Aside from models, you can also feature the people behind your business and showcase some of your customers (with their permission, of course.)
Clear, readable type can also attract clicks. Bright colors will help your ad stand out.
Just like with text copy, use a question or express a benefit to the user. Treat the text in the image as an extension of your copy.
You can also combine text and images, like this ad for a podcast about Nashville:
Crazy or funny pictures definitely attract clicks. See I Can Has Cheezburger, 9GAG, or any popular meme page.
Unfortunately, even with descriptive ad text, these ads don’t always convert well. If you use this type of ad, set a low budget and track the performance closely. You’ll often attract lots of curiosity clicks that won’t convert.
You have three options for images to use in your Meta ads: buy them, find ones that are already licensed, or create them yourself.
You can buy stock photography at many sites, including iStockPhoto. There are also sites with free stock photos like Pixabay. Don’t use stock photos that look like stock photos. No generic businessmen or stark white backgrounds, please.
Users recognize stock photos and will ignore them. Instead, find unique photos and give them personality by cropping or editing them and applying filters. You can use Pixlr, an online image editor, for both.
If you don’t have the money to buy photos, search for Creative Commons licensed images using Google Images:
The third option is to create the images yourself. If you’re a graphic designer, this is easy. If you aren’t, you can still create typographic images or use basic image editing to create something original from existing pictures.
Each campaign should have at least three ads with the same interest targets. Using a small number of ads will allow you to gather data on each one. For a given campaign, only one to two ads will get a lot of impressions, so don’t bother running too many at once.
After a few days, delete the ads with the lowest click-through rates (CTRs) and keep iterating on the winners to continually increase your CTR.
Aim for 0.1% as a benchmark. You’ll likely start out closer to the average of 0.04%.
After seeing your image, users will (hopefully) read your ad text. Here you can sell them on your product or service and earn their click.
Despite the 40-character headline and 125-character body text limits, we can still use the famous copywriting formula AIDA.
AIDA is a lot to fit into 165 characters, but it can be done. Write five or ten ads until you’re able to fit a succinct sales pitch into the ad.
Here’s an example for an online programming course:
Become a Web Developer
Learn everything you need to become a web developer from scratch.
Save 65%. Enroll now!
This tells users what they’ll get, why it matters, and why they should care in just a few lines.
Like on any ad network, strategic bidding can mean the difference between profit and a failed test on Meta.
After you create your ad, Meta provides a suggested bid range. When you’re just starting out, set your bid near the low end of this range, so you don’t waste ad spend on an untested ad.
Your CTR will quickly start to dictate the price you’ll need to pay for traffic. If your CTR is high, your suggested bids will decrease.
You’ll need to bid more for each click if your CTR is low. Optimize your ads and targets to continually increase your CTR.
In addition to click volume, your bid will also dictate how much of your target audience you can reach.
Meta provides a great chart for every campaign showing the size of your target audience and how much of that audience you’ve reached.
Increasing your bid will help your ad reach more of your target audience. If your ad is performing well but reaches less than 75 percent of your target audience, you can increase your bid to get more clicks.
If your audience penetration is high, increasing your budget will increase your ad’s frequency: how many times a targeted user will see it.
Meta also offers automated bidding that uses AI to determine what bids to make. If you use this strategy, make sure to keep a close eye on your budget so you don’t overspend.
Getting a click on your Meta ad is only the beginning. You still need the visitor to convert.
Make sure to send traffic to a targeted, high-converting landing page. You know their age, gender, and interests, so deliver a page that solves their problems.
The landing page should also contain the registration form or email submit box that you’ll track as a conversion.
Focus the landing page on this action, not the later sale. If you want visitors to sign up for your newsletter, show them the benefits or offer a free gift for their email.
Like PPC ads, you’ll want to track your meta ad performance. The exact metrics that are important to you will vary by goal. For example, ad impressions and clicks are important if your goal is to increase brand awareness. If your goal is to increase your email list, then you’d want more actual form fills.
Here are a few things to keep in mind when tracking Meta ad performance.
To track conversions, you’ll need to install Meta’s pixel. Make sure to track conversions for both specific ads and ad campaigns to get a deeper understanding of what ads are converting. Pay attention to both your ads and your audience—targeting the right audience often makes all the difference.
You also need to monitor your performance within Meta Business Suite. The most important metric to track is the click-through rate. Your CTR affects both the number of clicks you’ll receive and the amount you will pay per click.
Ads with a low CTR will stop serving or become more expensive. Ads with a high CTR will generate as many clicks as will fit within your budget. They will also cost less. Keep a close eye on CTR by interests and ads to learn which audiences work best and which ads resonate with them.
Keep in mind: Even the best ad’s performance will decline over time. The smaller your target audience is, the faster this will happen. Usually, you’ll see your traffic start to drop off in 3-10 days.
When this happens, refresh the ads with new images and copy. Duplicate your existing ads, then change the image and ad text.
Do not edit the existing ad. Delete any existing ads not getting clicks. You’ll see the new ads accruing impressions and clicks the next day.
Monitor the images’ performance over time to see which generates the best CTR and maintains their traffic the longest. You can rotate high-performing images back every few weeks until they stop getting clicked at all.
A/B testing allows you to change variables in your ads, such as the ad copy, images, or audience, to see which strategy performs best. Meta allows you to create A/B tests in Ads Manager, so you won’t even need to use a third-party tool.
Yes, Facebook ads still exist. Using Meta Business Suite (formerly Facebook Business Suite), you can create ads for just Facebook or Facebook and Instagram.
Meta allows advertisers to target ads based on demographic information, interests, location, and past behaviors. This makes it an ideal platform for advertisers, whether they want to reach very niche audiences or very broad audiences.
Meta Ads Manager is a stripped-down version of Meta Business Suite that allows you to create new ads fast. It doesn’t offer as many features, but it may be easier for some users to navigate.
Facebook ads are only on Facebook, while Meta Ads can currently appear on Facebook or Instagram. In 2021, Facebook changed its parent company name to Meta, and changed Facebook Business Suite to Meta Business Suite, where advertisers can manage ads on both platforms.
Posts, images, carousels, boosted posts, Reels, Stories, and more.
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Despite the learning curve, Meta advertising can be a great marketing channel for the right business. The most important things to remember are: target specific interests, use eye-catching images, give users a low-friction conversion, and track everything.
After a week or two of learning what works for your business, you’ll be able to generate a steady source of Meta conversions.
What are your best Meta advertising tips? Share them in the comments.
Article URL: https://jobs.lever.co/jitxinc/485b853e-acd6-4073-b840-2929f210e9d7
Comments URL: https://news.ycombinator.com/item?id=31403078
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The early days of SEO were like the Wild, Wild West.
Blackhat SEO experts did everything imaginable to rank their sites on Google, including keyword stuffing and creating spammy backlinks.
It worked–for a bit.
These days, Google’s SERP Algorithm cracked down on content quality, and those older SEO hacks have long crumbled to dust. Details like anchor text matter.
Why? Because we’re working with a more intelligent, more complex algorithm. Today, there are now more than 200 Google ranking factors.
The recent Core Web Vitals update, which said websites must be fast-loading, stable, and secure, impacted more than a million websites. This means that sites must improve on-site experiences if they want to rank alongside writing and publishing your content.
Similarly, Penguin, (aka the “webspam algorithm”) has seen a few changes over the last few years. The anchor text in your backlinks and internal links is more important than ever.
Too much “noise,” and you’ll upset the algorithm. Too little, and you’ll disturb the algorithm.
It’s a delicate balance.
However, it’s worth paying attention when you consider SEO is a top priority for most marketers in 2022.
This guide will cover how to optimize your anchor texts to improve your SEO – and avoid a Google penalty that reduces your audience size considerably.
However, before we start, let’s make sure you understand what anchor text is and how it can impact SEO.
There’s a good chance that you use anchor texts daily, maybe without even realizing it. Anchor text is the clickable text you see in a hyperlink.
If the internet is a highway, think of anchor texts like signs for upcoming exits.
They send signals to both your website’s users and search engines. When used correctly, they connect you to a different “lane” by allowing you to source credible information from another website.
They also play a role in helping users navigate your site and give Google’s algorithm a good idea of who your content is relevant for.
If you look at your site’s code, you will see a line that looks like this:
This is the part of your site that Google sees.
There is a section that tells your web browser and search engines which link to follow.
Here’s how that translates to what’s on your page:
When a user clicks on the link, it will take them to the indicated page.
If you’ve never dug into the details of URLs before, it’s easy to imagine that merely creating a link is where the fireworks end – but there’s a much more profound reason for brands to focus on this simple element.
As I previously mentioned, in 2012, Google decided to rock the SEO world by releasing the Penguin algorithm. Then it was updated again recently.
Due to this change, anchor text quickly became the easiest way to determine how relevant a reliable website was.
Google also started using backlinks and its anchor texts to see if a website had been over-optimized.
Since Google penalizes over-optimization in this case, the role of the anchor text was only magnified. Since Google has updated the Penguin algorithm multiple times, it’s easy to presume we’ll see even more changes in the future.
It’s something to watch if you want to maximize ROI from your content marketing, as, sadly, when algorithms change, many brands see massive traffic dips.
Do you want that to be you?
Keep in mind, traffic dips will also mean a dip in revenue. Dip too far from too many hits, and your brand could be in trouble. That’s why finding the right balance with anchor texts is so vital to your SEO efforts.
A 2018 update hit 3.1 percent of websites that had been over-optimizing their anchor texts (and that was just from more prominent websites who reported their dip, imagine how many more suffered.)
At the very least, it’s clear that the anchor text used in backlinks is an SEO signal for the foreseeable future.
Remember: the theory behind anchor text applies to internal links as much as it applies to backlinks.
Luckily, the algorithm has wisened enough that Google will now only penalize the offending page instead of entire sites, but this could still dramatically affect your traffic and revenue in the long run.
When it comes to search engines, SEO experts like to leave no stone unturned.
In the case of anchor texts, we’ve had more than a decade to parse through all of the available information. It shouldn’t surprise you that there are many ways to create anchor texts that are both useful and useless.
An exact match anchor text is when you use anchor text wording as the targeted keywords for your entire page. For example, using “free SEO tool” as the anchor text to link to my SEO tool Ubersuggest.
In the early days of SEO, using exact matches several times on a single page almost guaranteed your post would do well. But, they were overused to such an extent that Google penalized overuse.
It’s still a good idea to use some exact match anchor texts. However, in general, you want to mix it up with other types of anchor texts.
Partial match anchor texts include your keyword along with other words. For example, using “try my SEO tool” as the anchor text for a link to Ubersuggest. As you’ll see in this article, I typically use these the most on my own site.
It’s an especially useful method for anchor text because I can still effectively include my keyword without coming across as spammy.
Google can still follow my link and have a better idea of the content on my page without suspecting me of trying to manipulate its algorithm.
Since this isn’t seen as a manipulative linking practice, it’s a highly recommended way to boost the authority of your page. But, like other strategies, you don’t want to overuse them.
I also recommend avoiding sentence-long anchor texts. These dilute any keywords you use and can confuse the user as they aren’t sure exactly what part of the sentence the link is related to.
Next, you also have branded anchor texts that rely on a brand’s name to establish authority. Here’s an example from Ahrefs:
As an outbound backlink, this is a great practice.
This is another safe and effective way to build a stronger anchor profile, as it signals to Google that you’re pointing toward other high-quality tools and services.
Of course, you also want to try to find other brands that will help you with your link-building efforts in this way as well.
Never hesitate to link to another brand, especially with a keyword attached to it. Google sees this as a healthy practice as you’re not over-linking to that brand.
This type of anchor text is easy to use–but also not the most effective. It’s commonly used for sources, such as an image or a quote. It is simply the URL pasted into a post in all its naked glory.
For example, I might say “according to www.thisisareliablesource.com, 45 percent of marketers think adding anchor text helps their website ranking.”
You can see why this isn’t a good idea.
When reading content, it’s pretty disruptive to have your attention diverted away to a reference suddenly.
It might also lead your visitor to believe you’re not as technically inclined, ultimately making them your authority.
Whenever possible, avoid this type of anchor text.
You’ve probably seen a lot of these, as they make it easier to create content that flows and even prompts a call to action.
Use this type of anchor text when you want to draw your audience’s eye to a credible source or useful tool – though not too much.
A repetitive “this page” and “read this here” link practice can get pretty boring really quickly, and it doesn’t tell Google anything about the content you’re linking to.
Instead, highlight parts of the sentence to show users what they can expect to find when they click, as I did in the first sentence of this section.
While this next option may sound complicated, it’s really just the method that search engines use to predict what users will type into the search bar.
When I type “what is anchor” into Google, the search bar provides a series of other popular search options for me to select from.
Using LSI keywords as anchor text creates search-friendly elements of your site that Google can instantly recognize as relevant to a unique search.
While there’s debate over the validity of this approach (Google’s John Muller, for example, says Google has no concept of LSI keywords.) Still, it’s not a bad idea to implement this approach to help readers understand the link context.
Of course, you want to make sure you can naturally use these keywords in your content.
“What is anchor baby” or “what is anchor app” might be difficult to use in a way that flows as a coherent thought, so be aware of that when adding these types of links.
Image anchors make images clickable. They can help users navigate in and around your website, though be warned: they can make websites less accessible.
Links on images can move your audience to a new site when they just wanted to resize something to see it better or scroll through your post.
Most commonly, you’ll see this approach with a call to action button that is clickable, much like an ad.
In these instances, Google will read the alt tag of your image as the anchor text.
If you don’t have an alt tag optimized, Google will read it as a “NoText” anchor, which you should avoid.
This method is a great way to vary your anchor text methods and provide a more non-traditional approach.
As long as your user knows they can click on it, feel free to include one in a blog post or on your site.
Now that you’ve learned more about the various types of anchor text, it’s time to dive into some best-practice SEO tips.
These will be simple, basic guides that can help you develop a more nuanced strategy with time.
The unfortunate truth is that there’s a lot of misconception about what good anchor text is.
However, when it comes to SEO in your linking practices, relevancy is high on the list for being ranked by Google.
They don’t want to get a bad reputation by providing users with irrelevant responses to queries.
That means your anchor text should consist of words and phrases that closely match the topic of your embedded link.
Say, for example, you run a company that offers content marketing services to small businesses.
If you want visitors to your site to navigate to a blog post you created about the importance of content, you would need to add a link.
In that link, you need to select a word or phrase as your anchor text related to your blog’s content. Otherwise, Google will see that hyperlink as manipulative and potentially penalize your site.
Here’s an example of what that could look like in your content:
I’ve used the anchor text “how to structure your URLs in the image above.”
That introduces the concept that I want my reader to understand and shows them that they should be able to find relevant information on that topic.
Here’s what you would see if you follow that link:
On the other side is a blog post that’s an exact match to the topic I introduced.
Imagine what would happen if instead of a helpful blog post, I linked to a page that was selling sunglasses.
You would be confused and probably wouldn’t want to follow another link on my blog. You probably wouldn’t come back and read my content because it is seen as manipulative.
So Google isn’t the only one looking for relevance here–the reader is, too.
If you want to establish trust with your website’s visitors, they need to know that you’re using sources and linking practices in their interest.
Additionally, research shows having at least one keyword anchor that signals relevancy creates a greater chance of your content ranking higher.
That means Google still values a keyword-relevant anchor text that provides a good idea about the topic of your content.
As long as you try to keep at least some of your anchor texts relevant, Google will have an easier time categorizing your content and ranking you accordingly.
If you always want an exact match, Google’s spam filter will go off, and you’ll take a hit.
You’ll probably have a similar effect if you always only link to brand names.
When it comes to creating a strategy for anchor texts that helps SEO, it is best to use your own unique and varied approach.
That flies in the face of the typical advice you see that focuses on which anchor texts you should use based on specific ratios.
For a home page, you’d be inclined to use 5 percent exact match, 20 percent phrase match, and 10 percent key phrases.
However, recommendations vary widely based on who provides the advice and even what industry you are in.
In most cases, you can follow the prescribed advice and attempt to establish a baseline strategy for your anchor text practices. Once you get that baseline, do what works best to boost your SEO and organic rankings–and that requires a more in-depth evaluation.
You can always check out what your competition is doing if you are struggling!
I make this recommendation based on a study that displayed the after-effects of Penguin 4.0 on a variety of different brands across different niches.
After the update, the first brand decreased its “target” or exact match keywords and redistributed its anchor text strategy more widely.
Once the changes were implemented, it fought its way back to its pre-Penguin 4.0 standing on Google.
Just compare the graph above to this one:
The most notable difference is that they are different, but, in each case, both are ranking well. So what does that mean for ration prescriptions and other similar anchor text optimization schemes?
You should take them with a grain of salt.
While it might work for one brand, there’s no guarantee it will work for you. Plus, it’s incredibly tedious to try and exactly match another brand’s strategy to the letter.
Instead, you should focus on creating a more natural distribution for your anchor text scheme.
All of these variations rely on very natural language and display a clear intent to both search engines and your user.
By focusing on experimentation and natural language in your anchor texts, you’re more likely to see better results in the long run.
Tracking how you use anchor texts on your site will take a bit of effort, but it’s the only way to test how they affect your SEO over time.
To start tracking the variety of anchor texts you use, I recommend using the Anchor Text Categorizer Tool by Linkio.
This tool asks you to fill in various details about your content, including the URL, page title, brand name, and keywords.
You should also fill in the exact anchor texts you use in the content, as you can see below.
In this case, I’ve filled in a few from an actual blog post on my site.
There’s also a helpful percentage calculator just to the side of your screen.
This is where you can start creating a baseline for your anchor text procedure.
As I mentioned in the previous point, you can attempt to implement another brand’s scheme or develop your own. As long as you see a wide variety of anchor texts that help your SEO, then you’re taking the right approach.
Another good idea is to start using Semrush to keep tabs on what types of anchor texts link to your site. To find this info, you’ll need to navigate to the Backlinks tab of the Semrush dashboard.
From there, you’ll click on the option that says “Anchors”.
Now you can see which terms are being used by other brands when they link to your site.
Remember that anchor texts are largely used by Google as a signal of content relevancy and domain authority, so these anchor texts are vital to your SEO.
In my case, most anchors to my site are either my name or something marketing-related.
That’s good because my name is my brand, and I help businesses grow through digital marketing.
These anchor texts took years to build, but because of the content I produce and the relationships I’ve built, they help my SEO, and in many cases, help my articles rank on the first page of Google.
With enough time and the right approach to your own backlinking, you can build this type of backlink anchor base for your own brand and see excellent results.
Anchor text is the clickable text that you see in online content that takes you to a new page. It is often underlined or colored blue. Like this.
Google uses anchor text to determine if a link is relevant and valuable. It’s not the most crucial ranking factor, but it does impact SEO. Additionally, readers use anchor text to determine if they will click a link.
The types of anchor text are:
Some best practices for anchor text SEO are: stay on topic, keep a consistent structure, incorporate variation, and test and track your anchor text. When possible, use keywords–but don’t overdo it.
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Anchor texts are important. While they won’t tank your SEO on their own, they are a ranking factor for SEO. Additionally, they can impact reader trust.
Google has had anchor texts and backlinks on an ever-tightening leash, so it’s a good idea to ensure you use the best approach for your SEO.
It’s also a good idea to implement a unique backlink variation strategy based on your research results.
Using tools like Anchor Text Categorizer and Semrush will ensure that you don’t miss any important changes to your anchor text SEO efforts.
These tips will create an anchor text strategy strong enough to boost your SEO and weather any future changes.
What strategies have you used to improve your anchor texts?
The key factor in the “great seo game” is how well you optimize your site. No matter how brilliant a product or service you have, you’ll have a hard time making money if no one can find it. This guide will help you understand how to optimize your website—for free—without having to use paid tools, … Continue reading How to Optimize Your Website For Free
Gaining paid search footholds can be challenging, and once you’ve built a successful Google Ads campaign and watched it perform, it can be disheartening to reach the end of that campaign’s lifespan.
However, it doesn’t have to end there.
An excellent strategy for expanding the success of your PPC campaigns is to look beyond Google Ads to other platforms like Microsoft AdCenter, which allows you to advertise on Bing, Yahoo!, and other affiliate platforms.
It’s simple to translate your Google Ads campaign to the Microsoft platform because they have similar functionality. Using the same fundamental best practices, you can create more leads through PPC on an entirely new platform.
Microsoft AdCenter is the centralized hub where advertisers go to buy sponsored ads on Bing or Yahoo!
Previously Bing Ads, the platform underwent a rebrand after combining forces with Yahoo!
While it’s safe to say that the majority of internet search traffic comes through Google, that doesn’t mean digital marketers should be sleeping on Microsoft AdCenter.
In fact, with a combined 30 percent market share of the internet’s search function, you’re going to want to add a visit to Microsoft AdCenter to your digital marketing itinerary.
Whenever you’re running a PPC campaign, you want to be constantly optimizing.
Why?
When you recalibrate through optimization, you increase your chances of reaching your target audience. This practice will not only increase your overall revenue but will also decrease your ad spend.
Microsoft AdCenter is no different. You want to continuously optimize your campaigns for success. While there’s much work to be done before launching a campaign, it’s arguable that the most valuable work is done post-launch.
With 1.03 billion unique users each month, Bing offers advertisers extensive reach.
However, without optimizing your campaigns, how can you ensure you’re reaching the right audience members?
Short answer: You can’t, which is why understanding how to optimize in Microsoft AdCenter is vitally important to your success on the platform.
As mentioned above, Microsoft AdCenter has similar functionality to Google Ads. However, the two PPC platforms differ greatly in five key areas: campaign-level control, closed variants, engagement rates, search partner targeting options, and ad scheduling.
Google Ads requires users to set the language, ad rotation, network, ad scheduling, and location settings at the campaign level. Groups are then restricted to these settings.
On the other hand, Microsoft AdCenter opens these options at the ad group level, permitting users to easily make change settings at any time, rather than having to build an entirely new campaign.
After eliminating exact and phrase match keywords by enforcing a “close variant” target within Google Ads, the reach of exact and phrase keywords extended by 7 percent, including misspellings, pluralized terms, and grammatical iterations.
While Microsoft AdCenter does have an option to use the close variant query, it is just that: optional.
Users who engage with Microsoft AdCenter PPC ads have increased engagement with the selected sites and landing pages.
In fact, studies found that automotive search users who interacted with Microsoft AdCenter content had conversation rates 10-56 percent higher than Google Ads.
While this is clearly a particular audience subset, it is still indicative of increased interaction overall.
In addition to these factors, another difference emerges between Google Ads and Microsoft AdCenter.
As we discussed above, it’s simple to import your Google Ads campaign into Microsoft AdCenter. Despite this ease, there are considerable differences to keep in mind as you optimize your campaigns on each respective platform, including:
While both Google Ads and Microsoft Ads have search partner networks (external sites that permit advertisers to expand reach on their platforms), the networks are notably different.
Unsurprisingly, Google boasts hundreds of sites in their search partner network. If you’re not seeing big returns on including this extended network in your targeted campaign, you can remove the function. Unfortunately, that removal is all or nothing—you can’t cherry-pick which partners you’d like to reach.
With Microsoft Ads, however, you can select which partners to reach, a key difference as you optimize your campaigns.
While ad scheduling is a key component of any PPC campaign, different parameters for setting ad schedules apply when transitioning your Google Ads strategy to Microsoft.
With Google Ads, dashboard time is automatically set to the time selected upon account creation, so users need to update scheduled times depending on the time zone they’re trying to reach.
Microsoft Ads, however, allows users to set schedules based on the location of the target, making scheduling infinitely easier.
While these differences may not seem huge, they’re important to note as you begin your Microsoft AdCenter campaign.
We’ve already highlighted the importance of optimization; now it’s time to break down exactly how to optimize your Microsoft AdCenter campaigns.
If you don’t have a solid grasp on your keywords, now’s the time to start. By researching what terms apply to your purpose and audience, you can incorporate that language into your campaigns to ensure you’re reaching your desired audience.
When you include negative keywords in your campaign, you can exclude confusing or irrelevant terms from your strategy. This allows more accurate audience reach as well as reduced ad spend due to more precise matching.
For data-driven PPC advertisers, segmenting campaigns into ad groups will allow you to make more intelligent optimization decisions. Segmentation lets marketers focus their message on different groups, which enables the collection of targeted metrics. Through a more segmented audience, you can tailor the message and receiver.
With ad extensions, you can add additional pieces of information about your business, including phone number, address, or a particular link. These free-to-add options can increase the visibility and utility of your ads.
Strong, relevant copy is vital to the success of any PPC campaign. As you optimize your Microsoft AdCenter content, keep these best practices in mind:
Microsoft Ads provides users with several different types of audiences to use to ensure your ads reach the right group. You can adjust the type of audience to optimize your campaign and improve your reach.
These ads will automatically target relevant search queries formed from your website content. The ads are then dynamically created to react to those custom queries, reducing workload and increasing audience reach.
This audience marketing solution draws on Microsoft’s artificial intelligence (AI) to better target your ideal audience. Be sure to take advantage of this Microsoft-exclusive offering, as it can drastically boost ad performance.
Yet another Microsoft-exclusive solution, you can use UET to view customer behavior after they interact with your ad. By placing a UET tag across your website, Microsoft gathers data that tracks goals and audiences with remarketing lists.
By setting up conversion tracking in Microsoft AdCenter, the platform matches you with relevant searchers across the Microsoft network. Conversion tracking also provides tools to optimize your campaigns for success.
You’ve optimized your campaign throughout its lifespan, and now you want to know if it should be deemed a success or a failure.
Below, we break down three key metrics that will highlight your campaign’s overall performance.
This metric is key to understanding whether your ads are relevant to your customers. CTR is determined by dividing the number of clicks your ad receives by the number of times your ad is shown.
Strong conversion rates indicate that what you spend on clicks is returning to you in profits. This metric is calculated by dividing the number of conversions by the number of total ad interactions tracked to a conversion in a given time period.
If you’re overpaying for conversions, it’s time to go back to the drawing board. This metric is determined by dividing the total cost for clicks by the number of conversions.
These three metrics provide a strong, foundational assessment of your campaign’s performance. While you can get lost in the intricacies of data, these figures always provide a clear result.
Although Microsoft AdCenter is filled with examples of great PPC advertising, here are three excellent PPC ads that used a unique feature of the platform for a successful campaign.
Maybelline uses a detailed breakdown in their paid listing to allow searchers to find exactly what they need. By segmenting by eyes, lips, mascara, and face makeup, the beauty company increases the likelihood that the searcher with clear intent will readily find what they need.
These product ads rely on visuals to interest the searcher. By placing product images, pricing, and information along the side of the page, searchers have all the information they need instantly.
Ad extensions can go a long way for PPC ads. Pizza vendor Papa John’s made their listing as informative as possible, while also touting their success and visibility by sharing the number of monthly site visitors. This strategy not only provides helpful information like deals and pizza type options, but it also increases consumer trust through the sheer number of social visitors.
While all three of these ads use extensions in very different ways, they bring more texture to the search engine results page (SERP), engaging the audience through images, increasing the immediacy of search success, and building consumer trust.
While both Google Ads and Microsoft AdCenter offer similar functionality, the options to optimize in Microsoft AdCenter are completely different.
Be sure to take advantage of Microsoft’s unique offerings and optimize your content and strategy through the Microsoft lens, ensuring that you get the most bang out of your advertising buck.
As you become more familiar with Microsoft AdCenter’s features, you could see your success rate rise as you optimize for target audience reach.
If you’re ready to find an agency partner to help you kickstart your paid campaign on Microsoft’s ad platform, let us know!
What’s the best Microsoft AdCenter campaign you’ve ever seen?
One of the simplest ways to gain traffic and customers is claiming and optimizing your Google My Business (GMB) listing. Google My Business (GMB), is a listing of your business’ operating information, reviews, posts, and so much more.
To that end, there are a few things you should consider before diving into how to claim your business on Google.
For example:
You need to make sure this information is available to consumers before they even reach your website.
Although most of this information can likely be found on your website, Google My Business indexes the content you provide for consistency across Google Search and Maps (Google Local Guides can also review and edit your listings for consistency).
But it’s not just a place to find basic information about your business.
When used correctly, Google My Business is a powerful tool that can increase your revenue and provide valuable insights about your customers.
I’m going to explain its importance and how you can optimize it to generate more sales.
Let’s face it. Google dominates search.
According to Net Marketshare, approximately 80% of all searches happen on Google.
To put things into perspective, there are 3.5 billion searches per day.
The kicker? Most people don’t get past Google’s first page of search results.
A study examined the number of click-throughs for each Google search result, and they exponentially decreased on page two.
In other words, your customers are finding what they need on Google’s first page.
Although there are other ways to get your business to show up on the first page of Google, Google My Business is an incredibly valuable (and easy) tool to use that helps you:
The signals sent from Google My Business even play a role in local SEO strategy.
56% of local retailers haven’t claimed their free Google My Business account.
This is surprising because a Google study found that “50% of consumers who conducted a local search on their smartphone visited a store within a day.”
There is an enormous upside for using Google My Business, and the process to claim your business only takes a few steps.
To start, visit https://www.google.com/business.
Next, input the basic information (name, address, phone number, website) about your business.
Then, you’ll be required to verify your account by submitting a code that is mailed to your business address. This step is necessary to unlock all GMB features.
After your company information is added, you can access your dashboard to start personalizing your listing.
But don’t stop there. You’re not done!
Most companies make this mistake. They claim their Google My Business account, add the bare minimum details, and abandon it.
They’re leaving money on the table.
You need to optimize it.
Claiming the account is just the start. There are so many ways you can use it.
When leveraged correctly, Google My Business can lead to increased sales and improved customer loyalty.
Claiming your business on Google is one of the easiest ways to reach new customers–but you need to make sure you follow some best practices in order to get the most out of your listing.
There are many different parts of your Google My Business listing, so let’s start with your core business information:
Google My Business requests your name, address and phone number (otherwise known as NAP) to begin the listing.
This information will be indexed by Google Search, Maps and Google+, providing a foundation for your local SEO.
Your information should be consistent with what is currently listed on your website.
Actually, you need to ensure the information is exactly the same.
Inconsistencies in the information will negatively impact your search ranking.
When inputting your address, make sure it matches with the correct coordinates on the map and include the same zip code (5-digit vs. hyphenated 9-digit code) provided on your website.
Additionally, it’s better to have a local number as opposed to a national or call center option.
After you’ve provided NAP, you can focus on two very important pieces of your listing: your business category and your company attributes.
These areas require you to be specific in regards to what type of business you operate.
You should consider your keyword strategy when adding your business category and attributes.
Be careful, though.
I don’t recommend you stuff your listing with keywords.
Google My Business prohibits that type of behavior. In 2016, they eliminated users’ ability to edit GMB descriptions and introduced attributes to provide a more accurate listing.
While your category is meant to be very specific, attributes can paint a clearer picture of your business and the experience you provide.
It is beneficial to browse the complete list of 2,395 business categories to make sure you’re capturing the correct classification of your company.
Remember to be specific. Don’t put “Cosmetology” if you run a “Nail Salon.”
Attributes allow business owners to expandtheir business’ capabilities in ways that might not be apparent from the business category they have selected.
Does your restaurant have a patio or bar seating? Is it kid-friendly?
What are the amenities in your apartment complex? Tennis courts? Indoor pool?
Does your coffee shop offer free wifi? Public restrooms?
These attributes can be added to answer questions your customers will likely have and provide a better understanding of the business’ capabilities and offerings.
After your basic information is complete, you can move on and personalize the visual aspect of your listing.
The first thing your customers will notice when searching for your business?
Your profile picture.
No listing is complete without a photo.
A Synup study found, “Listings with photos are 2x as likely to be considered reputable and get 35% more clicks.”
Google My Business encourages you to upload a profile photo, cover photo, and video to showcase your business. Each has their own purpose shown below:
Not only can you upload your own high-quality content, but you can also feature user-generated content too.
Someone snapped and posted a great pic of your flagship entrée?
Use it as your profile picture by selecting it under the “Photos tagged of your business” option.
Encouraging your customers to add photos of their interactions with your business can lead to a plentiful gallery of user-generated content on your listing.
But they don’t have to just share their experiences in photos.
They can write about their experience too.
Reviews are the lifeblood of local search.
It’s a really simple equation:
Good reviews = sales. More good reviews = more sales.
Bad reviews can also present you with an opportunity.
Almost everyone likes a second opinion. That’s why 90% of people read reviews before purchasing.
The frequency of searches for reviews is increasing too. A 2016 study found, “53% of consumers search for local businesses at least one time per month.”
That’s a 10% increase over 2015.
How do you get reviews from your customers, though?
It’s simple. You ask them!
Some sites discourage this, but Google My Business actively encourages it. You can send a link to your customers in a few easy steps.
Open www.google.com/maps in a new web browser.
In the top left corner, search the name of your company. (This is also a great opportunity to check if your address is correct on your Google My Business dashboard.)
After selecting your business, click the menu option in the top-left corner.
Click “Share or Embed Map.”
Click “Copy Link.”
Share with all your previous customers by sending the link via email or text.
After you start to gather reviews on your listing, you need to respond to them.
All of them.
Every last one of them.
The good. The bad. The neutral.
Take time to write a message to each reviewer using the Google My Business dashboard.
53% of people expect responses to negative reviews.
If your reviews are arriving with a perfect 5-star rating, this is your opportunity to turn a customer into a passionate supporter of your business.
Whether you’re a national company or a local flower shop (as shown below), it is important to reach out and acknowledge the experiences your customers have with your brand.
If things are bad, this is your opportunity to make things right. Donatos Pizza monitored their reviews in Columbus, Ohio and leaped at the chance to enhance a customer’s experience.
Upon receiving a neutral 3-star review, the owner actively reached out to see how he could “raise that 3-star review to a 5-star review.”
Now, that’s customer service.
What if your customers can’t find something on your listing or website?
They aregoing to want to contact you. But how?
You might be thinking, “Simple. My phone number is included in my Google My Business listing.”
But actually, sometimes your customers don’t want to callyou.
In fact, a study found “90% of business leads would rather receive a text message than a phone call.”
That’s why mobile messaging can be a highly effective part of your marketing strategy.
It can lead to increased customer engagement and can help close the sale.
Studies show direct SMS messaging even has a higher conversion rate than mobile advertising.
That’s why Google introduced its messaging feature as a solution.
Now, you can activate this feature and communicate one-on-one with your customers, answering questions, fielding comments, and increasing loyalty.
By activating the Google My Business messaging feature, you unlock the option for customers to ask you a question via SMS text straight from your GMB listing.
You can turn this feature on by clicking the “Turn On Messaging” button in your Google My Business dashboard.
Next, you will be asked to input a phone number you’ll want to use to chat.
It’s important to note that this phone number will not be shared publicly since your customers will be clicking the “Message” button.
If you don’t want to use a personal number, there are a number of alternative options.
Once you add your number, you will be required to verify it with a code you receive on your phone.
You’ll have complete control to turn this feature on and off and can update the number as needed.
Google also calculates a response time for you that will be shown on your listing. This is averaged from the length of time it takes you to respond to inquiries.
Finally, you can add a “Welcome Message.” This is what users will receive when they start a message to you.
A sample message could read, “Thank you for contacting us. We appreciate the ability to serve you and will respond to your request momentarily.”
Now that the feature is activated and ready to go, you will receive an SMS text message any time someone asks a question via the message button on your listing.
You can then directly respond in the form of a text message.
This feature fosters a closer connection between your business and customers. Your business can be perceived as more transparent, which can lead to increased credibility and sales.
But this service is only effective in sharing information with customers who activelyinquire.
Google also created an option to share news and updates right on your listing for those who may be passivelybrowsing.
Let’s take a look at how Google Posts can optimize your listing.
Now that I’ve shown you how to manage user-generated content on your Google My Business listing, let’s focus on the content you create.
This is where Google Posts come in.
Google opened its post feature it to all businesses in 2017. This feature allows you to share content about your business in a variety of ways. Some examples include:
The Seattle Mariners are a great example of how a brand is using Google Posts to promote highlights of their games.
Google Posts allows you to add text, photos, gifs, and even call-to-action buttons including:
You can begin creating posts after you have verified your Google My Business account. Once the verification is complete, your “Posts” option will appear on the left-hand menu.
After clicking “create post,” you can add text and visuals.
When creating your post, you should consider:
After clicking “publish,” you can check out your post on your listing.
Now, it is ready and waiting for view by all those searching for your business. Make sure you review it within a week of publishing it since Google Posts disappear in a week.
Google Posts disappear after seven days unless you set a shorter time frame. That’s why it’s important to be timely and hyper-specific when crafting your posts.
Consider having a strategy in place and drafting an editorial calendar designated for your Google Post content.
That way, you can better integrate posts into your marketing plan and examine their impact on your business.
As with any marketing tactic, it’s important to measure the impact of your Google My Business listing.
Google has built-in tools to help with that.
Google My Business Insights can tell you:
Let’s start with the most important question: How your customers are finding you?
They are using two types of searches: direct and discovery.
Direct searches show that your customers know about your company and are using your business name or address to find you.
Discovery searches involve searching for the business type or category—not necessarily the business’ name. This is common for people who aren’t familiar with your company.
Once you figure out how they are finding your listing, you’ll want to understand what they are doing with it.
Are they visiting your website?
Requesting directions?
Calling you?
Browsing through your photos?
While it is important to set up UTM parameters for links, Google My Business also provides an in-depth look at your customers’ actions in your listing.
Google My Business tracks user actions in their insights dashboard, which can help you understand what your customers find valuable in your listing.
Google also enables you to benchmark your user-generated content (specifically your photo gallery) against your competitors.
You can analyze your gallery’s photo views and compare them to other businesses similar to yours.
All of this information can be used to track your customers’ conversion path and provide a comprehensive understanding of your customers’ actions prior to reaching your website.
There are many ways customers can find your business. Google My Business positions your important business information in front of the eyes of potential customers who are looking for your product, service, or experience.
GMB helps with local SEO, offers a chance to engage with your customers via reviews or posts, and provides useful insights on your customers’ purchasing paths. On top of everything else, it is a free and valuable tool.
Not claiming and optimizing your Google My Business listing is like saying, “No thanks” to someone offering you a free digital sign for your restaurant right off a highway exit.
If you want help setting up your Google My Business account, or with your digital strategy in general, we are here for you!
How will you optimize your Google My Business listing to generate additional revenue for your business?
980450_HowtoOptimizeYourAmazonStorefront_022521 Selling on Amazon can be incredibly profitable, but it’s also incredibly competitive. It’s important to take advantage of every bit of help Amazon offers. The first step to improve sales on Amazon is to get an Amazon Storefront. This gives your brand a customizable home on Amazon. It’s not enough just to have a …
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980450_HowtoOptimizeYourAmazonStorefront_022521 Selling on Amazon can be incredibly profitable, but it’s also incredibly competitive. It’s important to take advantage of every bit of help Amazon offers. The first step to improve sales on Amazon is to get an Amazon Storefront. This gives your brand a customizable home on Amazon. It’s not enough just to have a …
The post How to Optimize Your Amazon Storefront first appeared on Online Web Store Site.
As a savvy internet user, you might think no one clicks on Facebook ads. You’d be wrong. Facebook is on track to make over $60 billion in revenue this year from advertising. Someone’s clicking. How do you get them to click your Facebook ads? More importantly, how do you get them to buy your product or sign up for … Continue reading A Deep Dive Into Facebook Ads: How to Create, Optimize, and Test Facebook Ads