Linked Advertising

A Beginners Guide to LinkedIn Advertising

Word has been spreading that LinkedIn may be the up and coming advertising player this year.

LinkedIn has offered advertising services for years now, but it was only recently when they have really nailed down the craft of being an ad service provider and social media networking website.

What really helps set LinkedIn ads apart from other social media advertising platforms, like Facebook, is their B2B targeting options. B2B marketers flock to LinkedIn because almost every professional have LinkedIn accounts.

Knowing this, LinkedIn has optimized its targeting options to allow marketers to really aim and connect with people of a specific profession

Want to focus on the information technology industry? You can target it with LinkedIn ads.

Want to reach CEOs of investment firms? Yes, you can reach them with LinkedIn ads.

Want to receive applications from those college graduates with experience as general managers of natural food grocery stores? You can get really close and personal to them with LinkedIn ads, as well.

Because of that business-to-business option, many business owners are going to LinkedIn with their budgets this year. However, it doesn’t mean that they aren’t advertising on Facebook, too, but depending on their budget they may be heading to LinkedIn first.

Do keep in mind that with LinkedIn the cost is going to be a lot greater than Facebook, so make sure you’ve got plenty of cash before trying this method.

Have the necessary money and ready to be dealt a hand? Let’s go over some ground rules first.

LinkedIn Advertising Guide: An Overview

Before, LinkedIn used to be extremely limited with its advertising options, almost without any space for advertisers to really accomplish their goals.

That has since changed and will continue to change going into the future, with the aim to give more freedom for advertisers.
Now, with LinkedIn ads, you can make ads based on what you need to do.

In this article, we will assume that you already know what you need to achieve and have your goals in mind.

With that said, in order to successfully run an advertisement on LinkedIn, your goal needs to be one of these

  • Brand awareness.
  • Website visits.
  • Engagement.
  • Video views.
  • Lead generation.
  • Website conversions.
  • Job applicants.

Organic engagement on LinkedIn is already a given deal with almost everyone on LinkedIn.

As LinkedIn’s algorithm isn’t as strict and picky as Facebook’s, allocating all of your budgets toward LinkedIn engagement ads may not be the most ideal bet for every business.

We suggest picking an objective that is a bit more direct like job applications or website conversions.

You’re generally going to be paying more on LinkedIn for each accomplished objective, so get to the point and be a bit blunter with how you chose your ad objectives.

Based on the objective you have specified, you’d be given five different ad types to attempt:

Sponsored Content

Think of this as a promoted post. You will be promoting an article or post from your company page that appears in the LinkedIn feed.

At most times, these ads do have the highest CPC on average so proceed with caution and make sure the content you’re promoting is well planned and well-executed.

Text Ads

These are the minuscule ads you may or may not notice on the right side of your LinkedIn feed. This might remind you of Facebook Ads circa 2010.

Aside from the right column, these ads may sometimes appear beneath the “People You May Know” section. This is where your text contents can absolutely make or break your ad conversions.

Test a few different strategies but make sure to get to the point with these ads.

Sponsored InMail

This is an amusing way to spam someone’s LinkedIn inbox. But, when done properly, it can really have a conversion rate higher than any of the other LinkedIn ad options.

Because these ads need to come from a personal profile rather than a branded business page, people are less likely to fee that they are being sold as they can actually communicate with a genuine representative of the business.

But please make it a point to never copy and paste templates to your prospect or any of your demographic. Make sure and make each InMail professional and personal.

Video Ads

A bit self-explanatory here, but LinkedIn’s video ads will help you promote your videos to your correct target market. This is one reason that you should be creating a ton of video content.

Make sure to test various videos to see which type of video according to topic, length, real-life or animation, gives you the most conversions.

Conclusion

In this modern-day of advertising and company growth, it is important that any business owner or manager must get whatever help he can in order to keep up the pace. 

By utilizing LinkedIn on its utmost potential, small business owners will have the capacity and the capability to compete with much larger companies. 
By using the steps above, we can assure you that everything will be alright with your LinkedIn marketing campaign.

If you have any questions, feel free to contact us at Logical Assembly.

PPC Management

5 Quick Tips to Quickly Improve PPC Performance

PPC advertising is one of the most effective forms of online marketing. 

PPC stands for Pay-Per-Click. In other words. When ads are clicked on by a user, it is only then that the advertiser pays a fee to Google. 

Simple, right? Not only can PPC advertising bring specific and qualified traffic to your website, but its method is consistent and scaleable. Achieving success by using PPC is simply a matter of improving and maximizing your PPC campaigns efficiently and avoiding common PPC mistakes. 

In this article, we are going to guide you through a simple yet sufficient list of necessary things to make your PPC campaign, top-notch. 

Guide to Quickly Improve PPC Performance

  • Define your goal

Every small business needs a goal and it should reflect on your advertising. 

Without a definite and measurable goal, you will not be able to optimize your PPC campaigns. 

You need to understand that your campaign goals are the foundation of your optimization process. 

That is why you need to make sure that you have a plan to follow before starting with PPC advertising.

It is important to remember that you should have measurable PPC campaign goals because only then will you be able to determine if you have attained your goals or not. 

  • Focus on high-performing keywords

To optimize your PPC campaigns, you need to check the performance of your keywords as they are the core foundation of all your PPC campaigns. It is an absolute necessity to keep a close check on them. 

After reviewing the performance of your keywords, you will then know which keywords are the best performers and the ones that pay you back. 

The best performing keywords are the money for you, hence you should focus on these keywords. 

  • Filter out low-performing keywords

While there are keywords that are exceptionally good and excellent performers, there will always be others that will not perform well and hurt the performance of the entire campaign. 

These keywords will absolutely do nothing when it comes to getting traffic or conversions and will just drain money away from your advertising spend. 

If a keyword is not capable of generating impressions, it means that users are not searching for it. An impression occurs when the user’s search query has at least one of your keywords which will your PPC ads to appear.

Clicks, on the other hand, only happens when the user finds the ad relevant to his needs and clicks on it and get redirected to your landing page.

  • Create a negative keyword list

Negative keywords are important keywords that save your ad budget by preventing your ads from getting triggered by irrelevant search queries. They also make sure that your ads will only appear in front of those who are actually looking for your services. 

Negative Keywords will give you a chance to filter out any unnecessary and unneeded traffic and will help you save some money that would have been wasted by irrelevant clicks. 

For example, if you sell New Cellphones, you might create ads using New Cellphones as your keywords. But your ads might still get displayed to those who are searching for Old Cellphones, Repair Cellphones, and Second-hand cellphones. 

thus, to help conserve your ad budget, you can add old, second-hand, and repair as negative keywords. 

After adding these to your negative keywords, your ads will only get displayed for a search query that is directly correlated with your targeted keywords. Apart from saving your money from ad spend negative keywords can also improve your PPC campaigns by increasing your click-through-rate (CTR), conversions and quality score. 

  • Optimize your keywords

After selecting your top-performing keywords, creating your negative keyword list, and cutting down your non-performing keywords, the next step is to adjust your keyword bids so that you stay in the competition. 

Bid optimization will depend on your marketing strategy and will vary from one campaign to another. 

There are three bidding options you can choose to improve the performance of your PPC Campaigns:

a. Manual Bidding is the best option for optimizing bids. 

As the name suggests, you will be the one to make the bid adjustments manually. 

This type of adjustments will give you maximum control when it comes to bidding and you can also make swift changes as and when required. 

You can also get as meticulous as you can get through manual bidding. Manual bidding ensures that the bid adjustments are in effect without any delay. As online marketing is dynamic and is changing frequently, you can always react to changes in your bidding strategy. 

b. Target cost-per-acquisition (CPA) bidding

Target CPA Bidding is a strategy that sets bids at the target CPA so that you can get as many conversions as possible. 

It will automatically optimize the bids and offers bidding abilities that tailor bids for each auction. You can use Target CPA bidding in a single campaign or across many campaigns, ad groups, and keywords. 

By using data of your previous campaigns, the target CPA Bidding automatically finds an optimal CPC bid for your ad when they are triggered. You may risk the possibility that some of your conversions will cost you more than the targeted CPA while the other will be less expensive. 

When this case arises, AdWords will try to keep your Cost per Conversion to the targeted CPA you have set. 

For example, if you choose a target CPA of $30, AdWords will automatically set your CPC bids to try to get you as many conversions on a $30 average.

c. Target ROAS Bidding

his option will you base your bids on your targeted return on Ad Spend. Targeted ROAS bidding helps you get more Conversion Value. 

Similar to Target CPA Bidding, you can also utilize Target ROAS Bidding in a single campaign or across multiple campaigns, ad groups or keywords.

By using your reported conversion values which you got through conversion tracking, AdWords will predict your future conversions and related values then set a maximum CPC bid to maximize your conversion value.

With Target ROAS Bidding, AdWords tries to keep your conversion value equal to your Target ROAS.

For example, if you set your target ROAS to 300%, AdWords will automatically adjust your bids so that you can maximize conversion value while reaching your target ROAS.

Conclusion

Now that you have basic knowledge on how to manage your PPC, you can now try and do it on your ads. Make sure to plan ahead and prepare your investments. 

Mind you, it’s going to take time and effort so you just gotta keep grinding until you see the results you have long desired.

If you have further questions, don’t hesitate to contact us at Logical Assembly.Com.Au

Facebook Page

7 Easy Ways to Optimize Facebook Business Page for SEO

A lot of small business owners are using social media in order to advertise or promote their social media. There are currently 3 million active advertisers on Facebook alone.

As a result, there are a lot of rumors going on about the correct way to optimize your Facebook Page for Search Engine Optimization. Some people say that by using keywords as filenames of your uploads and by linking every URL you own to your page, you will achieve the desired results. 

But worry not, we are here to provide you with a simple solution to your question.

Here are five easy ways to optimize your Facebook Page. 

7 Ways to Optimize Your Facebook Page

  • Choose the Best Name for your Facebook Page

The most basic and most important step in optimizing your brand on Facebook.

In order to create a name that works, try keeping your name plain and simple by avoiding any additions with tons of generic keywords like this for example: “Jack’s Bakery – Muffins, Bagels, Cookies, Bread & Pastries – Catering & Events.” 

While this might seem good and might actually earn a few clicks and visits, this would actually stunt your viral growth rate inside Facebook as this would appear too spammy and would lead users to less likely engage with your page. 

This means that you would lose all those precious share posts and updates with their Facebook Freinds. And worse, they might even select to hide your updates from their news feed and would bring you to eternal marketing online limbo!

You also do not want to be too generic either, though. Facebook has a strict system with the intent to represent real businesses, brands, personalities, etc. By choosing something too generic, you increase the risk of Facebook shutting down your page and permanently lose the ability to post updates and reach out to your intended audience.

  • Create a custom fan page URL

When your page accumulates 25 likes, Facebook allows you to create a new and unique URL (or a username as Facebook calls it) for the page. Because URLs are heavily weighted by search engines, it is important that your URL reflects an aspect of your business. 

  • Use keywords in strategic locations on your Page

Like any traditional website, optimization by using keywords is the most important form of on-site SEO. The most important pieces are About section, Mission, and Company Description since these areas are actually pulled from the page as elements of SEO. 

To optimize if further for searches inside your locality, it is should not be forgotten to include your Adress, City, State, and Zip. For product-related searches, the Company Overview, Mission, and Products fields should be filled in with the appropriate and correct information. 

  • Include your phone number and address

As surprising as it may sound, there is a good number of businesses out there that don’t include this vital information on their Facebook Business Page. As a majority of your sales may come from online traffic, it may appear to be not quite important for you to include. But remember, when you are indexing your brand for local search results, it is crucial that this information must be on board. 

In addition, Google places a higher priority on pages with specific information like your business’s phone number and address. So, pages that include this type of data will effectively boost your brand’s overall SEO

  • Backlink to your fan page on existing channels

According to Google, the more inbound links to your page, the more authoritative it will appear which in turn will make it help to rank higher. That is why it is very important for bloggers when they have their content linked to each other from other websites, blogs, and all other available channels

The same principle applies to your Facebook page as well. So always remember that where it is appropriate, include a link to our fan page from your other online channels like your website, blog, and other social media accounts. 

  • Optimize Facebook Fan Page Status Updates

Whenever you’re posting updates to your Facebook wall, always remember that the first 18 characters of a Facebook post serve as the meta description. Take advantage of this option when Facebook asks you to “Write Something…” since that text will be considered the SEO title for that update. 

Including direct links to your small business website in your status updates is also a good practice to follow

  • SEO for Facebook Notes

Facebook Notes is something that is a feature that is usually overlooked by most users. When used correctly, Facebook Notes can provide your business page with an awesome way of increasing your overall SEO. 

Facebook Notes gives your page the ability to create multiple “pages” underneath the main fan page. Notes is also an amazing way to expand on special offers or events that your business is hosting and make them indexed in search engines.

Conclusion

Never forget that the overarching objective of Facebook SEO is adding value to your overall brand. It is important to pay attention to the comparison between raw traffic and engagement levels. 

While using the methods above can actually help you boost your SERP ranking, the most important part is that it coincides with an equally amazing product and flawless engagement to grow your following. 

If you have any questions, feel free to contact us at Logical Assembly.