• Facebook Advertising Options Demystified (Chart)

    With a potential audience of over a billion users, many brands have found success by adding Facebook advertising to their online marketing efforts. In recent months, Facebook has focused on providing more advertising options and tools for companies to use to grow their customer base and increase engagement and loyalty. But with so many options available, it may be hard to keep the options straight – and to know which ones meet your needs. To help clear things up, we’ve created summaries of each of the current major Facebook advertising options along with a chart for at-a-glance comparison.   Facebook Ads Facebook Ads are simple and straightforward: Businesses purchase ad space, and their ads show up on the right side of most Facebook pages. These ads can promote a brand Page, Facebook app, Facebook event, or even an external website. Facebook Ads generally contain ad-specific copy (content created specifically for each ad), including a headline, 90 characters of body text, and an image. They can also contain text from an existing post. Ads are targeted to reach an audience of the demographics you choose, and can even include “custom audiences” – specific people matched through your imported lists of email…

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  • How to Optimize Your Pay-Per-Click Campaign in Five Simple Steps

    Whether you use Google’s AdWords, Facebook Ads, or any other platform, integrating a pay-per-click (PPC) advertising campaign as part of your overall online marketing strategy can help you supplement – or even replace – your traditional advertising strategy. Implemented correctly, PPC can be an extremely effective tool to help bring qualified, targeted traffic directly to your website. The problem, however, is that companies are often eager to jump onboard with PPC campaigns – but once they’re set up, they don’t know how to keep them running smoothly, efficiently and effectively. The following steps outline a cycle that can help you keep your PPC campaign running at peak performance. Following this cycle on a regular basis serves as a sort of maintenance plan for your PPC campaign, helping it to continue getting better and better results as time goes on. How often this cycle should take place depends on your budget, but it’s generally recommended after the first 100-200 clicks, and then at the same regular intervals for the life of the campaign.   1.    Identify and Pause Keywords that Under-Perform The key to successful PPC campaigns is one that’s universal across almost every aspect of online marketing: carefully tracking and…

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