Author: jconroy

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However, now 5 years later, Facebook is maturing, as are the opportunities on Facebook. You see, Facebook is focused on two main objectives; (a) video and (b) mobile.

Looking at the graph below, Facebook’s video uploads exceeded YouTube embedded videos back in May of 2014. And since that time Facebook “native” video uploads have exceeded YouTube’s by a factor of 4x.

In addition , according to Facebook’s own data, mobile is now more than 50% of all Facebook traffic. And, Mark Mahaney, an Internet analyst with RBC Capital told The New York Times, “More than any other company right now, they (Facebook) are the single biggest beneficiary of this shift to video and mobile. This growth is going to be more sustainable than people realize.”

“In just one year, the number of video posts per person has increased 75% globally and 94% in the US,” explained Facebook in a blog post.

With people creating, posting and interacting with more videos on Facebook, the composition of News Feed is changing. Globally, the amount of video from people and brands in News Feed has increased 3.6x year-over-year.

Since June 2014, Facebook has averaged more than 1 billion video views every day. Today (May 2015), that number has grown to 1.6 billion views per day.

What Does This Mean For Small Businesses? 

If you are a business to consumer based business who has a fixed geo-targeted service area, the opportunity on Facebook is great for you. My work and research has shown that businesses in

  • Dental
  • Cosmetic Surgery
  • Automotive Sales & Service
  • Massage
  • Chiropractic

type service categories have succeeded very well. Other types of “immediate need” businesses, have not fared as well such as roofers, plumbers, and lawyers. These businesses can have success if they focus on advertising their non-emergency loss  leaders where they provide free inspections, analysis’, etc.

How Small Businesses Can Leverage Facebook

Going back to the recent stats, we know that the majority of Facebook traffic is now mobile and video is very popular. In addition, if you upload your video to Facebook (“native upload”), and your video is well produced and targeted, you can get views for your video for as little as $ 0.001!

Here’s a snapshot of a recent Facebook mobile video ad where the client received 1,946 views for $ 16.29. This equates to $ 0.0083 / view. This is not $ 0.001 / view, but it is 91.7%  less than YouTube’s average cost of $ 0.10.

The Advertising Breakthrough of 2015: Retargeting

If you are not familiar, retargeting is a way to record all video views, web traffic, email traffic, etc. Once recorded, you can then retarget the person who viewed your video, or visited your website.

With Facebook, and their penchant for having 200 variables describing each person on Facebook, you have amazing insights available to you at your finger tips. And, Facebook has a way to build a second target group based on the criteria of the primary group who actually interacted with your website, video, etc. Facebook calls this a “Look Alike Audience”.

Conclusion:

If you are a small business who typically provides discretionary services such as teeth whitening, a massage, or a tune-up, Facebook has reached an inflection point where it makes commercial and economic sense for you to advertise on it. And, if you want to improve your results, use video, have it show up on mobile devices, and then use retargeting to let your prospect know you have something they want multiple times for no additional cost.

Want More Information? 

I have built a marketing process specifically for this Facebook topic. In the example I use a cosmetic dentist as a case study. Here, I show how a cosmetic dentist can add from $ 211,000 up to $ 1.057 million  / year to their practice based local market size, capacity, and reputation of the practice by using videos and advertising on mobile devices in Facebook.

There is a Slideshare presentation here Dentists – How to Get a 1,400% ROI on Facebook . In the Slideshare I have embedded video examples showing what type of videos we used to achieve the results. Or you can watch me walk you through the Slideshare in the video below.

About Joseph Conroy 

Joe is the Digital Marketing Director for InnoVitae an online marketing firm he founded in 2006. Innovitae is a  full spectrum firm focusing on small businesses in the US with specialties in mobile, video production, and video advertising. Joe can be reached at 617-903-0864, or jconroy@innovitae.net. If you are a business owner, go ahead and connect.

No matter if you are the Chief Marketing Officer, or a one-man-operation, if you advertise on Google, you need know what Quality Score is, and how to improve it. 

“Quality Score” was introduced into AdWords by Google way back in 2005. And today, I am still shocked at the percentage of SEM managers and Small to Medium Sized Businesses (SMB’s) who either do not know what  Quality Score is, or how to improve it.Movie A Dog’s Purpose (2017)Roblox HackBigo Live Beans HackYUGIOH DUEL LINKS HACKPokemon Duel HackRoblox HackPixel Gun 3d HackGrowtopia HackClash Royale Hackmy cafe recipes stories hackMobile Legends HackMobile Strike Hack

Initially, in 2005 Google used it to measure relevance between the keywords and ad copy. Here they were seeing how their Click through Rate (CTR) metric was enabling them to take over the Search Engine Marketing industry, and now wanted to add another layer of relevance in order to improve the experience of their customer, the “Internet Web Surfer.”

In 2006 Google included the landing page metric in the Quality Score calculation. And in subsequent years, other factors such as Click-Through-Rate (CTR), and Historical AdWords Account Performance (HAAP) were added. Below is the current simplified equation for Quality Score.

Quality Score (Q.S.) = Keyword + Ad Copy + Landing Page + CTR  + Historical AdWords Account Performance (HAAP)

Each keyword in the ad set, associated with a specific ad is compared for relevancy with the ad copy and landing page. The Click Through Rate, or CTR is a function of ad copy effectiveness and ad placement. And the “Historical AdWords Account Performance” is another variable who’s weighting and relevance in the calculation of the Quality Score is debatable.

As expected, Google has not disclosed the algorithm for the Quality Score calculation, but they did assign a number from 1 to 10 for every keyword. A Q.S. of 1 is the lowest and 10 is “perfect relevance”. There’s actually more complexity involved, but I am not going to include it, in the fear of losing the main concept presented here.

The first question for someone who is not familiar with the Quality Score, will ask; “Why does this matter?” Well, it matters a lot. Here’s why when you see understand this simple formula.

Ad Rank = Maximum Bid x Quality Score

From the equation above, Google determines the Quality Score for every keyword associated with the ad. You, the account manager, typically decide the Maximum Bid. An example will quickly show you the benefit of having a higher Quality Score.

Competitor “A” – Quality Score = 7; Maximum Bid = $12.00 –> Ad Rank = 84
Competitor “B” – Quality Score = 4; Maximum Bid = $12.00 –> Ad Rank = 48

In this example, Competitor “B” with an Ad Rank of 48, and Max Bid of $12.00 has his ad currently appearing in position #1 on Google. With this scenario, position #1, each click costs Competitor B $12.00.

Along comes Competitor “A” who has no idea of Competitor B’s Max Bid and Quality Score. However, Competitor A sees that Competitor B is in the #1 position for a very high volume and profitable keyword and Competitor A wants that position.

So Competitor A chooses  a Max Bid of $ 12.00 also; again not knowing that Competitor B has the same max bid. (Note: Google AdWords is a blind auction where nobody knows the other’s bids.) We are only able to see the ad placement for our competitors.

With an Ad Rank of 84, Competitor B has an Ad Rank advantage of  43% (1-(48/84)) over competitor B. With Competitor A’s campaign set to maximize clicks, Google is going to place the ad as high up on the page as the Ad Rank will allow.

And since Competitor A has a 43% advantage, with the same Max Bid, Competitor A will replace Competitor B for the #1 spot with an actual Cost-Per-Click(C.P.C.) of ($12.00*(1-43%)+ $ 0.01) or $ 6.85!

With this scenario, Competitor A will receive 1.75 more clicks (or opportunities) than Competitor B. Think about how this disparity calculates into cost-per-conversion, and also how Competitor A can easily keep Competitor B from ever occupying the #1 position at a 43% lower cost. With Competitor A having a Max Bid of $12.00, Competitor B would have to set its Max Bid to $ 17.17!

With this type of advantage, Competitor A, is now able to, as they said in the Old West, “Run Competitor B out of town on a rail.” Do you know your Quality Score? Is your competitor currently running your business out of town on a rail? Go check. I think I just heard a train whistle.


Quality: HD
Title : Logan
Director : James Mangold.
Release : 2017-02-28
Language : English,Español.
Runtime : 135 min.
Genre : Action, Drama, Science Fiction.
Synopsis :

Movie ‘Logan’ was released in February 28, 2017 in genre Action. James Mangold was directed this movie and starring by Hugh Jackman. This movie tell story about In the near future, a weary Logan cares for an ailing Professor X in a hide out on the Mexican border. But Logan’s attempts to hide from the world and his legacy are up-ended when a young mutant arrives, being pursued by dark forces.

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