Facebook analytics

Facebook is shutting down Facebook Analytics on June 30

The social network said in a Business Help Center post that up through June 30, users can still access reports, explore insights and export charts and tables. After that, bye bye Facebook Analytics.

Data can be exported into a CSV file. You can do that by clicking on the arrow in the top-right corner of each chart or table.

Other business tools besides Facebook Analytics that can help you understand your advertising, presences and activities on Facebook and Instagram, include:

Ads Manager, which enables them to view, make changes and see results for all Facebook campaigns, ad sets and ads.

Events Manager, which allows users to set up and manage Facebook business tools like the Facebook pixel and conversions API (application-programming interface). Also, it reports actions taken on websites apps and physical stores.

Facebook Business Suite, which enables users to manage Facebook and Instagram business accounts. It provides detailed insights about audience, content and trends. The social network cautioned that this tool may not be available to everyone yet.

Will you miss Facebook Analytics?

5 Ways Apple iOS 14 Will Affect Your Facebook Ads

5 Ways Apple iOS 14.5 Changes Will Affect Your Facebook Ads and How to Prepare

It’s official. It’s happening. iOS 14.5 changes will affect how we use Facebook ads.

Apple’s three new app policies are expected to take full effect soon. Well, nothing to be surprised about here. The digital ads ecosystem is very dynamic and keeps changing. Whether it’s new government regulations or tech company policies, changes have occurred in the past, and will most likely happen again in the future.

But for now, let’s discuss the current changes that are going to occur due to the iOS 14.5 update. Apple announced that most likely from March 2021, it will provide users with an opt-in prompt on each app which will allow them to choose whether they consent to third-party sites like Facebook to track their user data.

We are going to discuss how Apple’s new policies will affect Facebook advertisers.

Here are some changes you should expect soon:

1. Changes in App Advertising

In May 2018, Apple introduced a concept called the ‘SKAdNetwork’ API. One of the main reasons behind coming up with this concept was to increase the privacy of users who installed mobile apps.

Well, now that it’s 2021, and the SKAdNetwork API is no longer just a concept. It’s a reality that will affect the way you use Facebook Ads.

Going forward, the SKAdNetwork API will be used by Facebook for app advertising on all iOS 14 devices, and this will either restrict, aggregate, or delay all app event data.

For example, when it comes to campaign management, event data will be restricted to a maximum of nine campaigns and five ad sets per campaign for every Facebook Ads account.

Furthermore, lift measurement will be unavailable for iOS 14 App Install and App Events campaigns.

And last but not least, reporting of events will be delayed for up to three days after an app is installed.

2. Changes in Mobile Web Advertising

The SKAdNetwork API is not the only new creation of Apple that will affect advertisers. Apple has also created the PCM (Private Click Measurement) protocol for web attribution. This protocol will strongly contribute to restricting data that businesses and platforms can access.

Let’s understand PCM with an example.

Suppose an iOS 14 user is served an ad on Instagram and is taken to a web browser to complete a purchase. Now, because of PCM, this event would be lost and not properly attributed.

Tracking users in a different geographical location will also be a challenge. For example, if a user in Spain is served an ad for a US-based company, but is then redirected to the local version of the website based on their location, the purchase would not be properly tracked.

Rest assured, Facebook will release the Aggregated Event Management tool to counter this problem. This tool will help in proper attribution of sales if an event similar to the ones mentioned above occurs.

3. Optimization and Targeting

With iOS 14.5, there will be an eight-pixel event cap per domain for optimization. This means that an advertiser will only be able to use a maximum of eight conversion events per domain for optimization.

So, if you’re an advertiser, you will need to prioritize the eight events that are of most importance to you. One thing to note here is that the eight-event cap is only capping the number of events you can optimize towards. However, you may still track more events for reporting and audience creation.

In short, the new iOS update may hinder optimization, especially if there are not enough data points. This is probably not very good news for small-scale advertisers who do not have many data points as compared to the big players. Also, as more and more people update their operating system to iOS 14.5, the size of retargeting audiences will also shrink over time.

4. Measurement

The new default attribution window will make measurement a bit complicated as it will contribute to under-reporting on organic as well as paid channels. You should also expect an increase in dark social traffic. (If you cannot recall what ‘dark social’ is, it’s when people privately share content on social media which makes it harder to track. Dark traffic has always been there, but the new iOS update might contribute to its increment.)

When it comes to ad reporting data, there will be a three-day delay on data display for the data that comes from iOS 14.5 users. This is because of Apple’s PCM (Private Click Measurement) protocol. As explained above, PCM can restrict and delay data access.

Limited data could make running ads a little inconvenient to advertisers. For example, clients will only be able to see a few reported conversions, and sadly, the conversion event breakdowns would not even exist.

5. Business Manager Tool Setup

This section is short and simple, yet very important. The Facebook Business Manager interface will have a change in design. This needs to be done because Facebook cannot have a separate interface for Android and iOS.

It’s likely not going to be rocket science and advertisers will get used to the new changes in the Facebook Business Manager interface easily. For instance, things might move from Ads Manager settings to campaign level, or maybe, from Ads Manager to Event Manager.

How to Prepare for the iOS 14.5 Update in a Proactive Way

Actions to take now

1. Verify your domains with Facebook

When you verify your domains with Facebook, this means that you’re officially set up on the platform.

There are several ways of verifying domains with Facebook. You could add a DNS TXT entry to your DNS record and confirm that you are the owner of a particular domain. You could also upload a Facebook-provided HTML file to your web directory to do this.

Adding a meta tag to the section of your domain home page is also an easy way to verify domains.

2. Decide which eight events for conversions you’ll track

Because of the new limit, you will have to choose the eight events you want to use to track conversions, then rank them in the Events Manager. Remember, just like domain verification, this needs to be done by the pixel owner, not the partner.

Check out Facebook’s official overview of “events” and this guide on how to decide which events to track.

3. Compare the relationship between 28-day to 7-day attribution

You should calculate the impact that the attribution window change will have on your business before Facebook removes 28-day attribution. Since the reporting will change to 7-day post click and 1-day post view, you will need to keep an account of the sales that occur from days 8 to 28.

Source: Facebook

Here are some more detailed instructions on adding comparing windows to show view and click attribution.

Miscellaneous actions

You should proactively evaluate the impact of targeting and optimization changes on your campaigns. Also, make sure that the Auto-Advanced Matching is turned on in Events Manager.

Finally, to understand the true impact of Facebook and Instagram ads on your sales funnel, you should install a post-purchase attribution survey tool, like Prove It Post-Purchase Surveys. This will help you collect data and feedback from customers voluntarily—without relying on cookies.

Actions to take later

1. Focus on strategic alliances with innovative data products

You should use products like ‘clean rooms’, which provide advertisers with privacy and safe access to data with events tied to various user IDs for ID management. Some examples of these products include, but are not limited to, Google Ads Data Hub, Facebook Advanced Analytics, Adobe Experience Platform, and Amazon Marketing Cloud.

2. Find alternatives to cookie tracking

If you’re a marketing partner, you can still facilitate retargeting by using any number of user-specific identifiers to target individuals, such as email addresses, phone numbers, etc.

In order to increase the volume of persistent IDs, you should encourage site login through improved authenticated experiences or by offering incentives to consumers for logging in.

3. Develop “value exchange” strategies

As explained briefly in the previous point, you could offer incentives to customers for sharing their data through “value exchange” strategies. This is a great way to increase a brand’s first-party data.

An Accenture survey from 2019 found that 71% of the 8,000 surveyees believed that the brand had communicated in a way that was too personal. However, a whopping 93% said that it’s important that every interaction they have with the brand should be excellent.

To offer excellent experiences, brands need to dig deep into their consumers’ psyche. And a lot of data is required to truly understand your customers. So, use value exchange strategies to collect data and use it to your advantage.

4. Miscellaneous actions

To survive the new changes, you should make data governance a top priority.

In order to do this, you must ensure that the data collected and stored has proper user consent, and can be appropriately leveraged for media execution purposes.

You should also implement Conversions API. You must ensure that the events are passed back to Facebook directly from the server—not just from the pixel.

If you use Shopify, you should set up the Facebook Sales Channel App. It is very easy to set up. Simply connect your Facebook account and watch all your products sync automatically. This will make it convenient for you to promote them on Facebook or Instagram.

Take Stock of how iOS 14.5 affects your brand and be proactive

Ultimately, the iOS 14.5 updates are going to change a lot about how you track the performance of your Facebook ads—but not all is lost. Brands who adapt to different ways of collecting feedback. Stop relying on cookies to tell them everything—will be ahead of the curve.

Marketers and customers are locked in a continuum of ongoing change.

Chasing the changing customers

Marketers and customers are locked in a continuum of ongoing change

MarTech Editorial Director Kim Davis explained, “everything wasn’t suddenly new again. It wasn’t a sudden reset. We’re living and working in a continuum of change — change which was already happening in 2018 and 2019. But, took off like a rocket in 2020.”

Now a year into the pandemic, with recovery and vaccinations on their way, marketers and agencies have upped their game in order to adapt and survive. Brands are more digital and empathetic, and they aren’t giving up ground in these areas. That’s because the changes we all went through were a long time coming, dating back before the first COVID-19 cases.

Consumers demanded digital transformation

The transition to digital architecture that has transformed many businesses in the last two decades hit hyperdrive last year. Davis sees it as preparing for the moment that the pandemic brought to us. But the most important thing to keep in mind is that the pandemic wasn’t the root cause or result of this transformation.

Teresa Barreira, CMO of digital agency Publicis Sapient, agreed. “COVID brought few changes [on its own],” Barreira said. “The main impact was to accelerate trends in business and society that already existed but were not fully embraced.”

She cited the expansion of telehealth, curbside pickup and home exercising. All of these advances were possible pre-pandemic. They offered convenience and improved options for consumers and patients. These were opportunities that many companies missed.

According to Barreira, one grocery store client saw a 700% increase in new customers on their digital platform in the first months of the pandemic. Subscriptions for grocery services increased by 300%. Because of government shutdowns all over the world, these options became necessities. But why didn’t companies implement these capabilities earlier? The pandemic gave consumers a voice.

“Digital adoption is prevalent and will continue to be…not because of this moment, but because this is something consumers want as part of their daily lives,” Barreira explained.

“COVID not only accelerated digital transformation” she added. “But it also highlighted weaknesses in many businesses, governments and education, and also of course, inequalities in society.”

Brands pulled back on pitches to engage empathetically

The need for empathy skyrocketed during the summer of 2020 as the national conversation grew to include the painful recognition of injustice and inequality.

In the marketing world, brands realized that the usual product pitches were ill-equipped to meet the moment. Brand conversations had to change.

“Topics such as chips and cookies and milk sort of became secondary,” said Martin Ekechukwu, CEO and Co-Founder of the agency WHTWRKS. “Brands, at the end of the day, knew that having regular commercial time, or speaking on a normal topic, or on a particular holiday like Mother’s Day, was no longer going to fly.”

Ekechukwu acknowledged that brands still had a responsibility to “sell chips” and generate revenue and value for shareholders. But these consideration had to be balanced with social responsibility.

As a result, many brands decided to pull back on normal messaging and spent more airtime addressing their audiences in an empathetic way. Marketers can utilize data to create personalized experiences for customers, but they also have to be sensitive to the moment and evaluate what can be the next appropriate message to their customers.

B2B customers journey goes virtual

Marketing sensitivity and empathy extends to the B2B space, even though it’s usually a more complicated buying process.

“Everything is about what the buyer wants to do, and they’re more digital and virtual,” stated Craig Rosenberg, distinguished Vice President & Analyst for research firm Gartner.

Important sales meetings have migrated online, taking away some of the mystery of the buying process and making strategies more intentional. This has enabled B2B marketing teams to connect the dots more from marketing to sales and revenue.

From the revenue side, buyers are still buying, according to Rosenberg. “Digital, virtual selling is, in the end, good for the buyer [and] good for the seller,” he said. As a result, the pandemic has crystallized the value of CMOs and their ability to navigate challenges with speed and agility.

Whether engaging with B2B buyers or consumers, the marketing world can never go back. It’s on a forward march, a continuum of change, toward more sensitivity to demands for digital transformation and concerns for social responsibility.

Source: marketingland.com

How to talk to yourself on WhatsApp?

How to talk to yourself on WhatsApp?

Opening a WhatsApp chat with yourself can be quite useful to have important files or messages on hand. Thus, you will access cooking recipes, to-do lists or the supermarket list in a practical and fast way.

Two options for chatting with yourself

Therefore, here we give you two options so that you can send yourself messages, photos, voice clips, among other files and thus, stop using the chats of people who have blocked you.

The first way is the most common and known. It consists of creating a group, however, for this you must add one or more contacts and then expel them, so it may not be so convenient. So the second way may be the most suitable.

How to create a chat with yourself step by step?


Screenshot

Open your phone’s browser (it can be Google Chrome)
In the address bar type wa.me// and add your country code and then the ten digits of your phone number. For example, for Croatia the code is 385, so it would be wa.me/385XXXXXXXXX
Then a window will appear with an invitation to chat with the corresponding number and a button that says “Continue to chat.” Then press that option
Later, a new chat with yourself will open in the WhatsApp application and you can start sending yourself messages or different multimedia files

Anchor chat for greater accessibility

If you want access to the chat with yourself to be even more direct, you should know that WhatsApp allows you to keep up to three conversations at the top of the message list. To do so, you just have to press and hold the chat you want to pin and choose the first icon that appears at the top (from left to right). To reverse this action you just have to press again and deselect the mentioned icon.

Agency of the Year 2020

We won the Silver title in the Agency of the Year 2020 competition

We have the pleasure to inform you that our agency has been awarded the Silver title of Agency of the Year 2020! 🥳🎉

Agency of the Year by Ad World Masters is a unique digital competition which rewards agencies based on big data.

Data is at the core of Ad World Masters. In total, over 160 data points per agency are being processed by Ad World Masters AI algorithm to calculate the Agency Score which represents the quintessence of this data and gives an outlook on the agency’s potential.
Agencies of the Year 2020 competition is based on Ad World Masters’ Agency Score. All Agency Scores of awarded agencies have been manually reviewed by the Ad World Masters Team.

About competition and Agency Scores

Over the past year, based on Ad World Masters technology, they have scored and ranked over 10,900 agencies.

This competition is an opportunity to rediscover the industry from a different angle.

So, what is the Agency Score?
It represents digital and human-controlled data such as Reviews, SEO, Social, Web performance, Awards, and more. This Agency of the Year title elevates and promotes the best agencies through factual and objective data.
Ad World Masters’ mission is to match top marketers with top agencies through the use of data and our unique digital tools.

All eligible agencies had time until the 31st of December to fill in, update their data and digital KPIs to improve their Agency Score.

Awards

There are three categories for The Agency of the Year title: Gold, Silver, and Bronze as follows:

Gold for Agency Scores ≥ 9.2
Silver for Agency Scores ≥ 8.7
Bronze for Agency Scores ≥ 8.5

Klikeri scored 9.0! 💪

Competition

Among the 11,400+ agencies present in Ad World Masters database. But, only a selected few per country scored over 8.5 and received the title Agency of the Year 2020. In total 2175 agencies, about 19% of Ad World Masters agencies received a title. Overall, agencies received 105 Gold, 1168 Silver, and 902 Bronze titles.

Thank you all for supporting us! 👍🤗

Google My Business kategorije

How To Correctly Choose Google My Business Categories and what tool can help you?

In creating a Google My Business listing for your local business, making a data-based decision is one of the most important steps you’ll be taking. Just how influential are the categories you select?

What exactly is this all about?

Recent State of the Local SEO Industry 2020 survey found that, out of all factors, GMB elements (which include categories) have the greatest impact on local pack rankings. Choose wisely, and these elements help ensure Google views you as a candidate for possible inclusion as a result for a set of search phrases. Choose wrongly and you can exclude yourself from this vital visibility.

Google categories can also play a role in determining which features will be available to you in your Google Business Profile/Google listing. For example, if you’re categorized as a “hotel”, you won’t be able to use Google Posts. If you’re categorized as an educational institution, you won’t be able to receive reviews. Meanwhile, if you’re categorizing your business in the auto dealership space, you’ll be allowed to have multiple listings for your departments and the car makes you vend.

Categories impact the attributes that will be associated with your business, the menus you can use, whether booking buttons are available to you, and whether you have primary or secondary hours of operation displayed.

In short, your choice of your primary and secondary categories contributes a lot to Google’s understanding and handling of your business.

When and where to choose Google categories?

In creating a brand new Google My Business listing, one of the first thing Google asks you to do is to choose a category:

And, as Google says, you can change and add more categories later. Once you have access to your GMB dashboard, you’ll find your categories this way. Click on the “Info” tab in the left menu. Look right below your business name, where the pencil icon will let you edit your categories:

You can select up to 10 categories. Your primary category is most important. It will have the greatest influence on your local rankings. It must be chosen with extra care:

You can edit your categories in the GMB dashboard any time you want to. Please understand that doing so can substantially alter the rankings you’re experiencing for various search phrases.

How to choose Google categories?

Here’s your step-by-step workflow for picking the Google categories that are best for your business. Of course, with the help of some great tools.

1) Determine your most important search phrases

First, create a list that includes:
The type of business you operate (e.g. “supermarket” “medical center” “restaurant”) and its variants. For example, if you’re an attorney, list out the subtypes associated with your firm, such a “personal injury lawyer” or “tax attorney”. If you own a restaurant, include whether it’s an “Italian restaurant”, a “family restaurant” and other qualifiers. A supermarket might also be a “grocery store” or “natural foods store”.
The full list of goods and services you offer. Your HVAC company offers heater repair, air conditioner repair, etc. Another example would be your landscaping company offers tree service, landscape design, yard work, etc. Your clothing store offers men’s clothing, shoes, jewelry, etc.

Next, take your list of keywords and enter them into your choice of free or paid keyword research tools to discover which terms have the highest potential search volume. For example, Moz’s Keyword Suggestions tool within Moz Keyword Explorer can help you determine the difference in search volume between two terms like “Mexican restaurant” vs. “taco shop”:

Note down the search volume for each term on your list.

Finally, refine your list down to a smaller set of terms that combine the highest search volume with being most relevant and important for your company. In most cases, this is the list you’ll move ahead with. Although there are some cases in which you would choose to target lower volume search phrases. Why? Well, because they are either a) less competitive, or b) a more exact description of what your business is.

2) Determine which categories your market competitors are using for your most important search phrases

Now, take your refined list of search phrases over to Google and begin searching for them in your local market. Your local market is made up of your customers’ locations in relationship to your business location. This could only be as large as your neighbourhood. Or, it could include a whole city or several adjacent cities, depending on:

– Your business model
– The distance from which customers are willing to travel to get to your business
– The distance from which Google believes customers are willing to travel to get to your business

For example, a coffee shop might have quite a small local market if most of its customers arrive looking for a quick, convenient cup of coffee.

Meanwhile, an amusement park might have a much larger local market because people are willing to go a greater distance to visit it. Google’s local results increasingly reflect their understanding of intent differently for different business models.

Make a list of all the competitors you discovered in your market while searching from the location of your business.

Next, be sure you’re using the Chrome browser. Head over to Chrome Webstore to download the awesome, free, new extension called GMBspy. Developer of the extension is George Nenni of Generations Digital. Turning this extension on enables you to go to Google Maps, search for your market competitors and see their categories, like this:

You can look up competitors one by one, or just mouse around on the map to see the GMBspy extension data pop up.

Google doesn’t automatically reveal all the categories a business is using and so this little tool saves so much time, and a lot of fiddling around with HTML to access that data. What a great development!

Note down all of the categories your market competitors are using. Pay special attention to the categories being used by the business ranking #1 for each of your refined search phrases.

3) Get category suggestions and leave no stone unturned

Your market might be full of highly active competitors who have wisely chosen the best categories, or it could be a less sophisticated scenario in which other companies are overlooking opportunities you might be able to discover.

Hop on over to PlePer’s GMB Category Helper. Type in your business name and up to three comma-separated search phrases.

If you’ve not yet opened for business do this. Just enter the street address of your proposed location instead of a business name. Then, go get a cup of tea or do a little exercise for five minutes and come back for this amazing data:

Based on your lat-long coordinates, PlePer shows you your current categories. Also, you can see which categories are used in your area, a list of category suggestions, and other useful information. Quite cool! The free version of this tool lets you do three such searches per day. Jot down any notable findings that were absent from using GMBspy.

And, finally, just to be sure you haven’t missed any potential opportunities, move over to PlePer’s full GMB category list:

It’s updated at least every 3 days, which is great because Google continuously adds and subtracts categories. Just select your language and country and hit the “fetch” button. This tool can be especially useful if you offer an unusual good or service and aren’t sure whether a category exists for it. Note down anything you feel might be relevant.

Finally, within the GMB dashboard, Google will also sometimes make suggestions about additional categories. This you might want to consider adding:

In the above screenshot, you can see that some software company is causing Google to suggest that it might also want to select “accounting software company”. It is up to you to figure out whether these suggestions make sense.

You’ve now got all the data you need to make a selection. Of course, based on the categories that are applicable to your popular search phrases and that are being used (or overlooked) by your top market competitors. Well done!

Source: moz.com

Koja platforma nudi najbolji povrat ulaganja (ROI) - Google oglasi ili Facebook oglasi?

Which Platform Offers The Best ROI – Google Ads or Facebook Ads?

How is your ROI? :) It’s no secret that Google Ads (formerly known as Google AdWords) and Facebook Ads have a longstanding rivalry. What is it about these two platforms that cause so much discussion? And how do you choose which platform to utilize for your business?

When it comes to your ROI (return on investment), it’s essential to make sure you invest in the right platform to generate ad revenue. Digital marketing experts are no stranger to this question, but the response is almost always the same: It depends on your company and your target audience.

Both options are great, and depending on your business objectives, one may be a better fit for your budget. In this ever-changing world of digital marketing, it’s helpful to invest in the right ads. If you’re ready to invest in one of these platforms and finally choose a side in the Google Ads versus Facebook Ads debate, this article is a must-read.

Facebook Ads vs. Google Ads – Why The Debate?

In reality, there isn’t a “better” option, because both platforms perform differently from each other and bring their unique benefits to the table. Some more specific questions to ask are:

• What is my available advertising budget?

• Which one is better for reaching my target audience?

• What stage of the buyer’s journey am I trying to earn?

Most internet users regularly use both of these platforms. Depending on the age, income range, lifestyle and other factors that make your audience unique, one may be better at investing your budget. But what other factors are important to increase your ROI? When you take a look at what makes these platforms unique, and the Google Ads versus Facebook Ads cost, it can become easier to make your decision.

What Are Google Ads?

Customers have more choices now than ever before, as businesses worldwide create websites for their businesses. To be successful, you need to change how you find, deliver and retain customer interest at each stage of the purchasing funnel.

The different types of campaigns you can use with Google are:

• Search network campaigns

• Display network campaigns

• Google Shopping Ads

• Video campaigns

• App campaigns

Google has been instrumental in facilitating these changes by implementing their PPC (pay-per-click) advertising approach. It uses your industry’s keywords to charge you only for the clicked ads. Also known as paid ads, this technique can be efficient or expensive, all based on your industry. Other search engines use other and similar methods, but Google is the most popular and successful option available for this type of marketing.

What Are Facebook Ads?

While Google Ads focuses on paid search, Facebook Ads is all about paid social. Your target audience’s behaviors and patterns are what make social advertising so effective. Through Facebook, your customers can connect with other consumers, voice their personal experiences with your company and stay up to date with your business.

The different formats of ads you can use on Facebook are:

• Video

• Photo

• Slideshow

• Carousel

• Dynamic product ads

• Lead form ads

Over 180 million businesses use Facebook for their business advertising or to connect with customers. Like all things on the internet, ads on other social media platforms (like IG and LinkedIn), are quickly becoming valuable tools for business owners around the world.

How Does Each Platform Benefit Your Business?

What are the different benefits each of these platforms offers your business, and what are the different options available? When it comes to brand awareness, sales generation and more, this list of top three perks for each has you covered.

Benefits of Google Ads:

  1. You can bid on millions of keywords to get your ads to rank higher. You can reach new people, increase your exposure and more.
  2. Earn higher SERP (search engine results page) ranking by creating relevant ads. Money doesn’t buy the top advertising spots. So any sized budget can allow you to compete with top brands for customers.
  3. Google uses search and display networks to help you create ads that will appear in search results. The variety of options can help you generate more leads.

Benefits of Facebook Ads:

  1. People share tons of information about themselves on Facebook, like interests, beliefs, hobbies and more. You can use this natural transference of data to target the people most likely to shop with you.
  2. Once you have a database of the people most likely to shop with you, you can import that data to Facebook and target those people with your ad campaigns.
  3. A critical part of successful advertising is your conversions. Earning sign-ups, sales, subscriptions, followers, leads and whatever else matters to your business will help you succeed.

So, Which Platform Has The Best ROI?

It’s clear that there are benefits to advertising on both platforms. But…what matters at the end of the day is your ROI. In the great debate of Google Ads versus Facebook Ads, it comes down to which one will bring you the highest return.

Theoretically, if you took two campaigns in the current market and ran them for 30 days to gauge their performance, specific trends may start to appear. Both Facebook and Google are focused, in this instance, on earning memberships for a gym:

• The Facebook option earned 103 memberships and had 150,000 impressions, but had an $11.00 cost per conversion.

• The Google option gained 200 memberships at an impressive $4.00 per conversion and collected useful data about the types of ads that worked best.

While Facebook looks like the more expensive option, you can’t deny that a large number of impressions could lead to a higher long-term return. The best social media platform campaign is truly based on those valuable impressions and regularly reminding your audience that you can help them solve their problems.

Where To Start?

Your business and industry will heavily weigh which platform would be best for your business. Consider what your company needs and where you can reach your target audience.

Source: forbes.com

merging Instagram and Messenger chats into one service

Merging Instagram and Messenger chats into one service

Facebook has been planning to merge WhatsApp, Instagram, and Messenger chats into a single app for some time. But now the company has taken the first actions to make this happen. During this Friday night, Instagram launched an update to offer an option that merges its chat feature with Facebook Messenger.

Benefits

Instagram users are now being notified to join their accounts with Facebook Messenger, which brings chats and features from Messenger to Instagram. “There’s a new way to message on Instagram,” says the message showing the icons of the two Facebook apps.

In addition to combining the chats of both services, the update also adds some of the options previously available on Facebook Messenger. Including colourful chats, reactions with any emoji, and swiping for replying to individual messages.

Instagram says that merging with Facebook Messenger is optional for now and users can decline it. However, as noted by The Verge, Instagram doesn’t yet offer Messenger conversations even if you accept the update to your account. This is likely to go live in the next few days.

WhatsApp

If everything goes right, the next step is to combine the two services with WhatsApp. Last year, a report revealed that WhatsApp employees are worried about this integration. The popular messaging app has strong encryption that could be affected by combining it with other apps.

Source: 9to5mac.com

Want to upgrade Google My Business profile with Google Guaranteed badge for $50 per month?

Google tested the idea of subscription-based services for GMB in April 2019. Google is starting to offer Google Guaranteed certification for a monthly fee, outside of Local Services Ads. It’s positioned as an “upgraded profile” that will include a badge appearing on the profile and which may also appear in the Local Pack.

Below is a promotional screenshot captured by Tom Waddington, who said the new upgraded profile is promoted within the Google My Business dashboard.

New upgraded Business Profile promotion from GMB dashboard
New upgraded Business Profile promotion from GMB dashboard

Cost is $50 per month

The cost is $50 per month, subject to Google Guaranteed’s normal eligibility rules, which include background and licensing checks. The annual cost of the program would be $600, assuming you are all set with eligibility requirements.

Google Guaranteed was introduced in connection with Local Services Ads to instill greater consumer confidence in the advertised businesses. However, it has also evolved into a distinct program used to certify local businesses for inclusion in Google Home/Assistant search results.

A little reminder. Last year, Google introduced a similar program for professional services called Google Screened. Assume Screened is next if Google decides to roll out upgraded profiles to professional services categories.

CTR boost?

There’s no public data on any CTR or engagement lift from the presence of a Google Guaranteed badge, but we would speculate that such profiles do and would see higher click-throughs. Below is another screenshot from Tom Waddington showing the Guaranteed badge in a Local Pack. The listing with the badge calls more attention to itself.

Google Guaranteed badge on Profile and in Local Pack

Google’s market opportunity

In April 2019 Google sent out a small business owner survey, that also went to digital agencies. Among other things, it asked about enhanced GMB services and profile upgrades and how much businesses might be willing to pay for them. Verified profiles and Google Guaranteed certification were among the options in the survey.

We have long believed that subscription fees, for new or enhanced services, were on the GMB product roadmap as Google looks for new offerings for small business customers. Google is also looking for ways to more directly monetize GMB. :)

The Google Guaranteed badge does that without clawing back and trying to charge for any existing features, which is what the local SEO community was afraid of. CallJoy, one of Google’s first experiments with a subscription model (outside of GSuite) was shuttered. The virtual agent for SMBs, which answered the phone and transcribed calls, was $39 per month.

There are roughly 30 million SMBs in the U.S. according to the Commerce Department. Google hasn’t published any public numbers but let’s assume that the company has the most comprehensive set of business listings online and that there are more than 20 million locations in the database (90% of which are single location businesses). According to a yet-to-be-published analysis of 800,000 business listings from Whitespark, 49% were claimed. That is Google’s “installed base.”

Google: an “experiment”

A Google spokesperson provided the following comment in email: “We’re always testing new ways to improve our experience for our advertisers, merchants and users. This experiment will show the Google Guaranteed badge on the business profile. We don’t have anything additional to announce right now.”

Why we care?

While there’s no guarantee of success, competition may help drive adoption of the Google Guaranteed profile upgrade. If business owner A sees that owner B, her competitor, has the badge that will likely generate inbound interest.

Let’s assume this program is successful and remains available. There are two paths forward: one in which Google adds new features to the “upgraded profile” that offer additional incentives to participate and another where there’s an a la carte approach, similar to what Yelp has done. However we don’t see Google coming up with too many independent upgrades.

Google’s market opportunity here is in the millions of potential customers. For example, if Google were to successfully upsell two million businesses that had claimed their listings it would represent $1.2 billion in annual revenues.

For now, Google Guaranteed works for the United States and Canada.

For additional info and registration click this link.

If you missed it, also check 13 optimizations steps for Google My Business in 2020.

Source: searchengineland.com

Julius Meinl Happy office campaign

Case Study – Julius Meinl – global coffee brand

About the client

Julius Meinl is a leading coffee company in Austria, Italy, Central and Eastern Europe.
They are present in over 70 countries, and in addition to coffee, they are also recognized for high-quality tea and fruit preserves.
Julius Meinl serves more than 40,000 customers worldwide every day, so it was a challenge but also a pleasure to run the Happy office campaign.

The main task

The main task was to gain the attention of people who slowly but also with great caution considered returning to the office after the COVID-19 crisis and to interest them in the free Julius Meinl coffee and tea machine.

We chose two advertising platforms – Facebook and Linkedln.
Video ads, image ads, stories, messages in the inbox were aimed at leading people in companies (+15 employees), in Croatia, Poland and Romania.

All ads were linguistically tailored to selected countries, and the content, tone, and style of communication sounded friendly with an invitation to order a free coffee and tea maker for your office.

The challenge

The Happy Office campaign was to be implemented in the period after the withdrawal of crisis measures due to the COVID-19 pandemic, in May 2020, when the return of employees to work was expected.

In that sensitive period, there was great uncertainty about whether more people would return to work and whether companies would be ready to acquire a coffee machine.

Solutions

The guiding idea of the advertising campaign was not to sell coffee but to convey to people the message of reunion and togetherness with a cup of hot coffee or tea.

Thanks to the story of office togetherness with coffee, profiled target group on Facebook and Linkedln and attractive ads, the Happy Office campaign achieved its goal – companies were delighted with the idea of a free coffee and tea machine.

Before the start of the advertising campaign, we created a Happy Office landing page in English, which we then localized for each country separately – Croatia, Poland and Romania.

juliusmeinlhappyoffice.com
juliusmeinlhappyoffice.com/hr
juliusmeinlhappyoffice.com/pl
juliusmeinlhappyoffice.com/ro

The page contained all the details about the campaign, calls to action “Request a free coffee maker” and a contact form that was used to collect leads.

Preparation before advertising:

Google Tag Manager setup
Google Analytics setup
FB pixels setup
LinkedIn pixel setup
Conversions setup
Audiences analysis and creation

Advertising

The Happy Office campaign is conceived as a story or even better a great deal that spreads on social networks – Facebook and Linkedln and takes you to the landing landing page where you find out everything you need and order a free coffee machine.

Facebook ads

In the Creative hub, we created ads using the submitted materials.

We opted for three types of ads: Carousel, Video and Slideshow, with later addition of static photography. (photo of JM automatic coffee machine from the offer)

Key messages:

Meeting employees in the office again!
Get a free coffee maker for your office!
Why do you need a coffee machine in the office?

Example:
Julius Meinl brings a FREE coffee machine to your office! Make your working days more beautiful with proven good coffee and safe socializing at work! Request a tasting without obligation!

Campaign types:

  • Video Views
  • Traffic
  • Conversions

Linkedln ads

For Linkedin advertising, we created a target group according to the location of the company and the number of employees.

Campaign types:

  • Video Ad
  • Traffic
  • Message Inbox

We used: #juliusmeinl #happyoffice #coffetime #back2office

Example of Video ad:

Example Message Inbox ad:

Results

The total number of landing page visitors and collected leads

Conlusion

In relation to the set goal, the number of obtained leads was exceeded many times over. But the JM Happy Office campaign brought some other benefits:

  • Awareness of drinking quality coffee and trust in the Julis Meinl brand has grown.
  • Increased number of inquiries from a variety of JM fans in Croatia, Poland and Romania who saw ads on Facebook and LinkedIn but did not meet the required conditions. They still wanted to interact with the brand asking for other options to get JM coffee machine in their home or smaller office.
  • A new database of potential users has been created, which opens the possibility of creating new lookalike audiences and retargeting.
  • Julius Meinl was presented as a friend and comfort in times of crisis, symbolizing fundamental human values – togetherness.

Learn how to get closer to your target audience and how to turn them into ambassadors of your brand.

Contact us!
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