Google Shopping Campaigns Are Now Live — How To Get Started
Yesterday morning, Google announced the Google Shopping campaign program is now available to all online merchants. Google Shopping campaigns, which have been in beta since October, are a new version of PLAs which change how ads are created. They make creating PLAs more transparent within AdWords…
Please visit Search Engine Land for the full article.
Why a Business Should Always Add Photos to their Google Plus Page for Local
Todd Mintz highlighted this search result a few days ago on Google Plus. It so clearly illustrates why a business should take the time to fill out every aspect of their Google Plus Local profile, add at least one post AND add some photos of their choosing. If you don’t the borg’s machine will vacuum up […]
Wanted: Session Ideas For SMX Advanced
We’re looking for great session ideas for SMX Advanced. This time, we’re looking for two types of suggestions: Session ideas for regular SMX sessions. Most sessions at SMX conferences are 60-90 minutes in length, and feature 2 to 4 speakers. We’re not looking for solo…
Please visit Search Engine Land for the full article.
The January 2014 Google Analytics Recap
Here’s your summary of what happened over at Google Analytics in January, and why it should matter to you. Improving Remarketing with Google Analytics: A UI Refresh and List Importing Thursday, January 30, 2014 The gist: Remember last year when GA segmentation got an upgrade? Well, this feature has now been paired up with the […]
Why Duplicate Business Listings Are Like The Walking Dead
In the Local SEO biz, we spend a lot of time fixing duplicate business listings. Duplicate records of your business appearing throughout the Local Search ecosystem can cause a variety of issues like messing with your Google Local rankings, causing you …
A Beginner’s Guide to TV Advertising

In the middle of last year, I began the research that would ultimately lead to me giving a presentation at “Distilledathon” (our company conference) about my vision for the future of marketing.
Crush Content Marketing in 2014: 5 Outside-the-Box Techniques That Get Results
If you aren’t upping your content game in a big way this year, you’re going to struggle. With big brands going all-in with content marketing, the competition has never been fiercer. Stand out from the noise with these techniques that get results.
SES London Day 2 – Paid Search Analytics and Multi Touch Attribution Analysis #SESLon
Krystian recaps the the PPC analytics session of Day 3 SES London. Yehoshua Coren and Sam Noble talk about connecting reporting abilities of AdWords and Analytics to gain a fuller view of campaigns and traffic.
Post from Guestpost on State of Digital
SES London Day 2 – Paid Search Analytics and Multi Touch Attribution Analysis #SESLon
Can Bing Be More Competitive In Search?
Recently, Nathan Safran wrote a piece titled, “The Bing Dilemma: What To Do With The Little Search Engine That Can’t.” In it, he posits that everything Bing has done in the past to grab market share is not working, partly because people are so used to using Google that any hope of…
Please visit Search Engine Land for the full article.
Google AdSense Testing Extremely Wide Arrows
Google recently changed the format for the arrows on AdSense ads to be a thin arrow on a block background color. Google is constantly messing with the AdSense design in order to keep click-through-rates higher on those ads.
The next test being report…
The Guardian Switched Domains, So Can You
The Guardian, a huge UK newspaper, posted a story named How the Guardian successfully moved domain to www.theguardian.com.
Yes, The Guardian migrated content from www.guardian.co.uk, m.guardian.co.uk or www.guardiannews.com to one domain name…
…
Raspberry Pi Tells Link Spammer To Stick It Up Their…
Raspberry Pi is loved by computer geeks all around the world, every programming office should have at least one lying around, if not, it is a bad sign. That being said, Raspberry Pi on Twitter slammed an SEO for crying about link spam…
Signs Of More Google Algorithm Updates Early This Week
We reported about a possible Google update around February 13th and I do believe there was something rather large on that date – but now there is more chatter about a possible update early this week…
Google PLA Shopping Campaigns Open to All Advertisers
All online merchants now have access to Shopping campaigns, Google’s Product Listing Ads program, which has been in beta since October. Shopping campaigns allow advertisers to see more product data within AdWords, among other structural changes.
OpenLinkProfiler.org – A Free Backlink Analysis Tool
A detailed review of OpenLinkProfiler.org, a free backlink analysis tool. Exploring all of the features and functionality and providing an expert review.
Post from Ned Poulter on State of Digital
OpenLinkProfiler.org – A Free Backlink Analysis Tool
Local Search – Bigger than you think
Last Wednesday (12th February 2014) I had the opportunity to talk at one of the last SES events (before it becomes Clickz Live) in London on Local Search with Gregg Stewart. In the talk I discussed the growing influence of local, with 1 in 3 searches now classified as having local intent – up from […]
Why Every Business Should Spend at Least $1 per Day on Facebook Ads
Posted by briancarter
This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author’s views are entirely his or her own and may not reflect the views of Moz, Inc.
For the last three years I’ve constantly recommended Facebook ads. I recommend them to both B2C or B2B businesses. I recommend them to local theaters and comedians here in Charleston, SC. I recommend them to everyone who wants to grow awareness about anything they’re doing.
How advertising has changed since the 20th century
Before the Internet, it was unlikely that the average person would advertise. Many businesses used the Yellow Pages or radio, but not all. Even in the first decade of the 21st century, only a percentage of companies used search advertising. Many found that pay-per-click was too expensive or too complicated for them.
Why Facebook Ads are the biggest marketing opportunity ever
With Facebook ads, we have a totally unique opportunity. There are several things about them never before seen together:
- They can reach as many people or more people as radio or TV, and in whatever country.
- They have sophisticated targeting like AdWords, albeit on different criteria.
- The minimum spend is just $1 per day.
- They are the lowest cost-per-mille (CPM) ad in history. They average around $0.25 CPM, which is only 1% of the cost of TV. Are you kidding me? Nope, it’s for real.
In other words, Facebook ads are mega-awareness raising, have good targeting, require very little commitment, and are unbelievably affordable.

Here’s the one thing I tell people about Facebook ads that usually gets through:
If you just spend $1 per day on Facebook ads, you will get in front of 4,000 people that wouldn’t have seen you otherwise. If you are doing that and your competitors aren’t, you win the awareness game in your niche.
You can’t sell to someone who doesn’t know you exist, and you can’t sell a product or service the consumer has never heard of.
If you can’t spare $30 a month, you shouldn’t be in business.

Facebook Ads for awareness and ROI
In my opinion, because of AdWords, many companies now underestimate the importance and value of awareness and mindshare. I drank the instant-ROI kool aid too; I was Mr. AdWords from 2004 until 2010. We still do it, but we also know its limits. It can harvest the low-hanging fruit and look good in terms of attribution, but it can’t raise awareness affordably.
There are people in SEO and PR who look down on ads. I understand that aesthetic, but it’s not as important as this opportunity. We know that organic Facebook without advertising is a tough road that’s becoming more and more impassable. Pages with millions of fans find themselves only reaching 10s of thousands with their posts. Adding advertising to promote your posts ensures you get 10-100x the exposure of page posting alone. We have one big national brand client that’s receiving $0.01 engagement clicks on several of their most engaging posts.
There are enough case studies of companies getting positive ROI from Facebook advertising to know that it’s feasible. But there are a lot of companies doing Facebook poorly or without sufficient analytics. One stat said that 41% of B2B companies didn’t have the tracking in place to know what Facebook was doing for them either way. In fact, as of a 2013 HubSpot survey, 34% of businesses either cannot or do not calculate their inbound ROI at all.
There’s Facebook conversion tracking code you can use, and you can create ads that automatically optimize for conversions. Here’s how to use it:
-
Go to the Facebook Ad Manager.
-
Look on the left for Conversion Tracking, and click on it.
-
Click on the green box “Create Conversion Pixel.”
-
Give it a name you’ll recognize, and choose what kind of conversion it is (e.g. a check, lead, or add to cart).
- Copy the JavaScript code and give it to your website person, or place it yourself. They actually recommend placing it in the <head> section.

Facebook Advertising targeting options
If you’re not super-familiar, here are some of your targeting options (use one, a combination, or all):
- Geography
- Language
- Age
- Gender
- Workplace
- College
- Interests (including job titles)
- Categories
- Your own email lists
- Relationship status
- Education level
- College major
- School
I have worked on and seen other great case studies (a few examples are Marketo, InfiniGraph, Hubspot) of B2B Facebook advertising for lead gen. I’ve targeted media, bloggers, and journalists, and secured interviews I wouldn’t have received otherwise.
Facebook also has retargeting options like AdWords does if you want to diversify your owned media beyond email and fans.

They’re also great for promoting events. You can not only get people to join your event for sometimes as low as $0.15 each, you can also reach the friends of the people who’ve already said they’re going.
Do at least $1 per day!
Altogether, Facebook advertising is a powerful platform with a lot of options, and given its power, your company should have someone testing our Facebook ads for it, even if it’s just at $1 per day!
—
You may also want to participate in The Carter Group’s 2014 Digital Advertising Survey, Sponsored by Moz. Here it is!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!
SearchCap: The Day In Search, February 18, 2014
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: Delivering On Search: Behind The Scenes With An Ad Agency SEO Manager Today’s full service ad agency services go far beyond building out creative and…
Please visit Search Engine Land for the full article.
Search Marketing Expo – SMX West, March 11-13 In San Jose, CA. Register Now!
Join the most accomplished internet marketers in the world at SMX West, March 11-13 in San Jose, CA. Check out the agenda featuring three days of tactic-rich sessions, keynotes, invaluable networking opportunities, and more. All Access, Digital Marketing Summit, Workshop & free Expo+ passes…
Please visit Search Engine Land for the full article.
Delivering On Search: Behind The Scenes With An Ad Agency SEO Manager
Today’s full service ad agency services go far beyond building out creative and determining media placement. As Lowe Campbell Ewald’s SEO manager, Hillary Glaser is responsible for managing client search efforts, as well as training agency staff and educating clients on the realities of…
Please visit Search Engine Land for the full article.