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After your YouTube ads run for a while, you have access to valuable data about their effectiveness. You can measure views and clicks as well as actions that happened at a later date but were initiated by your YouTube ad. Using these available metrics, you can measure performance and make decisions about what to optimize in the campaign moving forward.
Below are some considerations in optimizing your YouTube campaign.
Start with automatic placements
When selecting a targeting method, such as the topic, Google will select the relevant placements for you. Give this some time to run before adding managed placements to the campaign. This gives you time to learn which types of sites perform well for you.
Remove low performing placements
After a period of time, compare your views and conversions for the different placements where your ad is viewed. If there are some placements that do not do well, you may want to exclude them from your campaign. Even if a particular site seems relevant to your business, it does not guarantee your audience is there.
A thought leader is a person who provides innovative and unique ideas, instead of simply reiterating other people’s content and thoughts. They’re often very influential in their field, and may publish books or articles about their industry. They’re considered experts or authorities in their particular field, and people often turn to them for opinions or advice. Thought leaders start conversations, solve problems, lead discussions, and contribute to the development of their industry through their knowledge and influence.
More people are on YouTube than any cable segment in the United States, which means there is a huge audience there that will only continue to grow. And when you create your campaign, remember that mobile is just as important with video as it is for other AdWords ads since more than half of video views are on a mobile device.
Video presents such as a unique way to connect with the right people. Since they can like, share, and subscribe to your videos – rather than simply click – it’s a much different experience than user behavior on a typical Google.com search. With keywords, demographics, and topics, you can connect with the right customers at the right time.
This blog was originally posted by RSO Consulting and can be found here
Last week, Facebook opened up sponsored messages to advertisers within its Messenger app. With one billion monthly users, Messenger is a tempting place to reach more customers…but are Facebook sponsored messages right for your business?
Facebook’s sponsored messages open up in the Messenger app.
What is a Facebook Sponsored Message?
Sponsored messages take place right in the Facebook Messenger app. They activate once a user clicks on a News Feed ad, and then directs them to the Messenger app, where the sponsored message appears. If you’ve used Messenger before, then it looks just like a conversation you would have with another Facebook user.
If your business already uses Facebook Ads, then sponsored messages is a pretty neat tool for engaging your customers on a more personalized level. Instead of pointing to a website page, the Ad points to Messenger, where users can interact with the advertiser (you) directly.
This article was originally posted on rso-consulting.com and can be found here.
With more smartphone users having access to their email 24/7, it’s important to understand how new consumer behaviors affect your digital marketing strategies. We’re cutting through the hocus-pocus to give you five email marketing myths and the truths you need to know.
Myth #1: Email marketing is dead.
Perhaps one of the biggest myths about email marketing is that it’s no longer a valid path to your customers. This couldn’t be further from the truth. According to Adobe’s 2016 Email Survey, people are spending 17 percent more time on emails year over year – with 45 percent using their smartphone to check work email and 63 percent to check personal email.
Myth #2: The window of opportunity is small.
Some organizations avoid email as a marketing channel because they assume people won’t take the time to read it. This is a common email marketing myth. The truth is people are spending 7.4 hours a day checking their email messages, a 17 percent increase year over year. This means more opportunity for your readers to see your messages as they are on the go.
Myth #3: Millennials only communicate via social media.
Thanks to the rise of Snapchat and Instagram, some companies only view their millennial audience through the lens of social media. But according to a study by Mapp Digital, millennial U.S. customers prefer email over other marketing channels. They are also more discriminating: only 38 percent of millennials subscribe to seven or more brands’ emails. So when you’re in, you’re in.
Myth #4: One email speaks to everyone.
Another one of those email marketing myths: you just need one type of email for all of your customers. Unless we’re talking about your welcome autoresponder (you have one of those, right?), almost every email you send needs to be segmented and personalized. Gone are the days of “Send All,” and in are the days of speaking one-on-one to your readers.
Myth #5: Mobile-friendliness doesn’t apply to email marketing.
With all of the hoopla surrounding mobile-friendly websites over the past couple of years, it’s understandable that organizations overlooked this new format for email marketing. The truth is, if your emails are not optimized for mobile devices, then they may not display correctly on your readers’ screens. Information may be missing, it may be hard for users to navigate through your email, and it may take forever to load. All of these obstacles can ruin the experience for your readers, so be sure your emails are set up for the way customers are using email nowadays.
Now that you know the myths about email marketing – and the truths – you can look at your email program as an opportunity to acquire, engage and convert customers, rather than a frightening part of your overall strategy.
Nothing grabs a viewer’s attention like an interesting and snappy video. Sharing videos with your audience is a great way to increase engagement and improve your social media standing. Videos are a social media tactic that more and more businesses are turning to, and it’s vital that your business does not get left behind! Luckily, making videos is faster and easier than ever, thanks to the many apps that let you create and upload a video straight from your phone. This article lists seven ways you can use videos to enhance your company’s social media presence.
Social media has given us the opportunity to reach more people than ever before–and that can be both a blessing and a curse. Our mistakes can instantly be seen by thousands of people and spread out of our control in less time than it takes to say “oops.” Knowing how to gracefully deal with social media misadventures and faux pas is an essential part of any social media strategy. An example of a good way to deal with a social media disaster is the way Red Cross handled a personal tweet that one of their employees accidentally posted to the Red Cross account in 2011. Red Cross used humor and camaraderie to defuse the situation and actually turn the disaster into an opportunity.
Figuring out where your potential customers and fans spend time on the internet is essential to a good social media strategy. Without an audience, any posts you make will be the web equivalent of shouting into an empty chasm. When you follow these steps, you won’t have to worry about that, because you’ll know exactly where to look to find your audience!
1. Identify Your Target Audience
If you don’t know who you’re trying to reach, it will be a lot harder to find them! When you identify your target audience, you’ll have a better idea of which social media sites you should focus your efforts on. Is your ideal customer male or female? How old are they? What kind of job do they have? You can even get as specific as figuring out what their hobbies are, and what kind of things they like to buy online.
Social media is a valuable resource for B2B, or “Business to Business,” companies, a resource which many companies don’t take as much advantage of as they can. Don’t be one of those companies! Instead, use these 6 ways to capitalize on social media to make sure that your B2B lives up to its full potential.
1. Reputation Management
The nature of the internet is that it spreads information FAST and far afield. Feedback–both negative and positive–can reach thousands of people in the click of a button. Building a reputation takes time, effort and strategy, and the last thing you want is for negative reviews or comments to destroy that reputation! Luckily, reputation management is made easy by social media. There are many tools you can use to track mentions of your company and brand, which means you can stay on top of your online reputation and quickly address any problems before they turn into P.R. disasters.
Social Mention is one handy website that lets you monitor mentions of your brand across various social media platforms. It even tells you what the “sentiment” surrounding your brand is, and which keywords people are using while discussing your company. Google Analytics also helps you track your social media traffic. Once you become aware of any negative messages or reviews, make sure to respond in a professional, positive way and be proactive about finding a solution to whatever problem the customer is having with your brand.