Everything You Need to Know about Facebook’s Topic Data

Continuing with their consistent updates, Facebook has announced another great feature to help marketers and advertisers better understand and connect with their audiences (which is good for everyone, the audiences included). This new feature is called topic data, and it was announced in March.

The goal behind this new feature is to make marketing content more relevant for users and more effective for marketers.

What Is Facebook’s Topic Data?

Topic data is going to compile information for marketers about what audiences are saying about all kinds of topics. Marketers will be able to really see what audiences are saying on Facebook about events, brands, subjects, activities, and more. They will get this insight all while users’ personal information is kept private.

The examples Facebook provided regarding topic data include:

  • A business selling a hair de-frizzing product can see demographics on the people talking about humidity’s effects on their hair to better understand their target audience.
  • A fashion retailer can see the clothing items its target audience is talking about to decide which products to stock.
  • A brand can see how people are talking about their brand or industry to measure brand sentiment.

To do this, Facebook is partnering with DataSift, with the focus of turning “data into insights.”

What This Means

In creating topic data, Facebook is focusing on taking data that was previously only available in case studies and sample sizes (often too small to be truly accurate), and applying the idea to gather data from all of Facebook’s content. That’s a much larger (and often accurate) sample.

Facebook's topic data
Image from Facebook.com

 

This data was only available before from third parties, and it was often expensive for marketers to get their hands on. This isn’t the case anymore (or at least it won’t be soon).

As marketers, we will be able to utilize this information to hopefully create high-value, relevant content for our audiences, both on our Pages and on our Ads.

This information will be useful not only for marketing on Facebook, but for marketing off-Facebook as well. You’ll be able to take this information and apply it to other social media platforms as well as your entire marketing strategy overall.

Our Predictions

As of right now, Facebook’s topic data is only available to select Facebook marketers, like most of new features are when they first get rolled out. We don’t have any set time frame that the majority of Facebook marketers could expect to get access to it, only that Facebook’s plan is to “iterate on topic data thoughtfully and deliberately, and [is looking] to expand it and its availability at a later date.” Because of this, we only really have predictions about the affect it could have.

Until topic data is more fleshed out and developed (and, yes, available to us), we won’t know for sure, but I’m guessing it’s going to be a massive deal and it will be a heck of a lot of help to a lot of marketers.

While this won’t make up your entire targeting strategy for you, it can help you redefine or perfect it, and it will be able to help you create content for your ad that is most relevant to your target audience. Both of these things will only be good.

 

We’re excited to get our hands on topic data, but what do you think? How do you think it will affect both our content marketing and our Facebook Ads?

To see more about how to improve your ad content and strategies, you can find out more about our FB Ads Formula here.

FB Ads Formula
Our FB Ads Formula has helped businesses and entrepreneurs go so far as to quadruple their ROIs.

How to Host a Facebook Contest Without Like-Gating

While there are a lot of reasons and ways that businesses and Pages host contests on Facebook, one fact remains consistent: there is a lot you can gain by doing so, especially when you’ve got the right tools in place.

For a long time Facebook contests were used predominantly to get likes on a Page, but that’s been forced to change since Facebook put a ban on like-gating.

One thing a lot of Page owners don’t realize is that while likes are great, you can get a lot more out of a Facebook contest than just followers on your Page. You can actually get real contact information for new leads, boosts in engagement, and more.

Despite what some users have said, Facebook contests aren’t out just because like-gating is; you just have to know how to host them.

Ban On Like-Gating and What It Means for Contests

Like-gating is the practice of offering users incentives to like a Page, and this includes hosting a contest where users have to “like” the Page in order to have a chance at winning the grand prize.

Facebook banned like-gating last year, and while it is overall a very good thing, it has proven to inconvenience a lot of marketers when they’re trying to increase the likes on their Pages quickly.

When you’re hosting a contest, you can no longer ask users just to like your Page to qualify, meaning that gaining likes is no longer the main reason to host a Facebook contest. While this seems like a hinderence, it’s really not all that big of a deal—everything else you can gain from a Facebook contest is actually a lot more valuable than likes, especially since likes can still happen even when you aren’t focusing on them.

What You Can Gain Other than Likes

Likes are great, but at the end of the day, getting engagement, shares, and even real contact information of interested users can be a much bigger gain than likes would have been. And even though like-gating is out, Facebook contests can still bring you all of these things. Here’s how:

Engagement: Any contest can increase the engagement on your Page, whether engagement is the sole goal or not.

how to host a Facebook contest

Whenever you host a contest, no matter how you host it (we talk more about this in the next section), you should always promote it by posting about it on your newsfeed. This can create massive boosts in engagement while people react to it and talk about it. And engagement is always good.

Shares: People love to share good news! This is particularly true when they have to share your posts to have a chance at winning a prize. Shares are social media gold, just like engagement—the more people who see your Page, the better off you are.

Contact information: Things like likes and engagement are great for your Facebook marketing and overall marketing, but you have the information to get users’ actual contact information, wouldn’t you take it?

how to host a Facebook contest

Having the ability to get even a user’s e-mail address to add to your weekly newsletter can help push them along the buying process much faster. There are a lot of great apps that can help you collect this information, and we talk about some of the best ones a little later on.

Keep in mind that while you’re focusing on increasing engagement or valuable data like users’ contact information, you can still gain likes, too. They’re just more of a bonus while you get even more valuable information.

Methods You can Use to Host a Facebook Contest

When you’re hosting a contest on Facebook, there are several ways you can go about it.

The first is that you can post it directly on your Timeline, and host the contest off one particular post. For example, you could ask users to share that post talking about the contest, or comment on said post. Social media collaboration software like Rignite makes this easier than ever and will select winners and automate the process for you.

The second way you could run a Facebook contest is by using an app designed purely for the purpose. There are some really great apps that set up an entire tab on your Page, and this is how you can get contact information that is otherwise elusive on social media. E-mail addresses are always a given for a safe request; you can also require phone numbers or addresses, though users may decide that this is asking too much and you may get less participation.

No matter how you choose to run your contest, you should promote it heavily. You can do this on your Page just with regular posts, you can run Facebook Ads to promote it more heavily, and you can also promote it off-site (such as on Twitter or your website).

Best Apps to Host a Facebook Contest

Hosting a contest that gets personal information needs you’ll need a landing page to get this information in a secure way that doesn’t risk a user’s security. That’s where apps come in, and not all Facebook contest apps are made equal. These are the ones we recommend:

Wishpond: Wishpond is a big name here, being used by other big names like NPR and Avon. They offer a wide range of templates for different types of contests, including photo contests, vote contests, essay contests, and more. Their features include real time reporting and being mobile friendly.how to host a Facebook contest

Heyo: Heyo’s contest pages are beautiful, which is always a big plus when you’re looking to appeal to people. They offer group deals (get enough people to sign up and everyone gets a deal), which is something not a lot of other contest apps offer. Heyo is particularly perfect for Page admins and business owners that aren’t too involved with social media and don’t want to be; it’s an easy-to-use platform.

host a Facebook contest

Shortstack: Like wishpond, shortstack offers a ton of different types of contests, with their focus on “action-gating” (offering incentives for actions) instead of like-gating, and they’re known to be successful doing so. Managing contests on shortstack is really easy thanks to their features, which include setting restrictions to reduce voting fraud, and having the option to automatically select a winner.

host a Facebook contest

Final Thoughts

Whether you use apps to host a Facebook Contest or you make do it quickly through a few posts, you have the opportunity to gain a lot of great information and engagement in a fun, exciting way that makes users excited to see what you’ll be posting next. Contests can be a lot of work, but if you put in the effort, they’re definitely worth it.

No matter what, you always want to make sure the prize is relevant and exciting to your audience—a prize worth their information and time.

 

What do you think about Facebook Contests? How have you gotten the most out of them?

To see more about other ways to promote your Page, you can see our blog post here.

6 Blogging Tools All Bloggers Need to Use

In theory, blogging doesn’t sound that hard. You start up a site, pick a layout, write some content, and hit the post button. For casual bloggers, that’s all it takes—you’ve got a site up and running in no time at all.

Actually getting and maintaining traffic is another matter entirely. You have to understand how to bring in traffic, where it’s coming from, how to appear in the search engines, and how to make sure your site’s appearance, functionality, and content is the very best it can be. That’s where it starts getting complicated.

Fortunately, there are a lot of great tools out there available to bloggers. Some are free, and some are not. Either way, if they’re on our list of the 6 blogging tools all bloggers need to use, they’re worth the investment.

If you’re serious about blogging—especially if you want your blog to gain a lot of traffic, help your business, or make you money—these are all tools you need to have and know how to use.

1. Google Analytics

I know, I know. How many times now, in how many posts, have I talked about Google Analytics? A lot. But it’s for good reason.

No matter what platform you’re on, Google Analytics is one of the—if not the very most—important tool that you could be using.

Google Analytics tells you exactly how your site is performing. It tells you how much traffic you’re getting, where it’s coming from, how long users are staying, and what pages they visit.

blogging tools

You can use this information to evaluate what’s working and what isn’t, and then to come up with a plan to increase traffic, pages visited, and the amount of time spent on your site.

tools for bloggers

Best news! It’s free and easy to set up on your site. And so, so valuable.

2. WordPress

There’s a lot of great blogging sites out there, but WordPress takes the cake. Like Google Analytics, it makes your job easier, more effective, and it’s free to get started on (though there are paid options with WordPress).

WordPress is a Content Management System (essentially this just means how you publish your blog posts), and it’s got great support, is easy to customize, and easy to navigate. It’s also extremely easy to optimize, which for a busy site (which yours may not be at first, but may become) is extremely important.

tools for bloggers
WordPress has an interface that’s easy to navigate and use.

 

As far as CMS platforms go, WordPress also comes with what seems like an endless number of plugins available to help you achieve your blogging goals. We talk about one a little further down.

3. Pingdom

It’s frustrating to go to a site that always seems to be down, especially when you’re trying to get business taken care of. You don’t want that site to be your site, particularly if you’re trying to run a business from it (or it is your business).

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Pingdom lets you know if your site is down, and for how long. This way you don’t lose customers without even knowing there was a problem. More than that, you’ll be able to see if there is a recurring problem either with your site, or perhaps with the host of your site. No matter where the problem is coming from, Pingdom will help let you know if you have one, before you start losing customers and visitors for good because of it.

Pingdom can detect even relatively minor server flakiness and shakiness, and it’s because of that we recommend it above all the other server monitoring tools.

4. WordPress SEO Plugin by Yoast

WordPress SEO is an amazing plugin that we’ve been using for months—and a lot of the other big name sites and blogs are using it, too. This plugin breaks down each page individually, letting you know the strong and weak points that contribute or take away from the page’s SEO influence.

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This plugin has helped us a great deal with our SEO practices.

 

SEO is crucial to getting your site ranking on search engines—if you don’t rank, users can’t click because they can’t find you. SEO is crucial to expansion (even if not right away). SEO can also be incredible complicated, and using this plugin will help you to monitor what you’re doing right and wrong. Overtime, this will make a huge difference when it comes to helping you show up in search engines. And we all know that’s a really big deal.

5. MailChimp

MailChimp is one of the most frequently used e-mail applications, and for good reason. Not only is it affordable, it’s easy to alter customizable sign-up sheets and templates, and just as easy to embed them on your websites or Facebook Page.

MailChimp has great features like pre-made and easy-to-customize templates, subscriber profiles, automation, and some great analytics. All of these features are unbelievably useful.

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Having an e-mail subscription sign up is so important to long-term success. It helps you remind users that you’re there. Whether you use this information just to let them know about new posts, or to push them along in the buying cycle, getting their contact information and using it will help expand your blog and your business.

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Added bonus: MailChimp’s low cost and easy-to-use interface, like WordPress, makes it ideal for both beginners and professionals alike.

6. Free Stock Photos

Sites with free stock photos. While many bloggers are able to take their own stunning, beautiful, artful pictures, many—definitely including myself—are not able to do so. For those of us who don’t excel in photography, photo editing, and/or graphic design, we have two choices: we can either have a mediocre-looking blog that screams amateur hour (even if the rest of it is really great) or we can use stock photos.

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The problem with stock photos: they’re often really, really expensive. If you google “free stock photos,” the first ten sites that come up are not actually free. Fortunately, there are great sites out there with beautiful high resolution, high quality stock photos—all for free.

To see more about our recommendations for free stock photos, you can see our entire blog post on the subject here.

 

 

What blogging tools do you use to help your blog find success? Do you use something not on our list? Leave a comment and let us know!

 

To see more about our blog and our content marketing strategy, you can see posts about how we do it here and here.

Put Your FanPages on Autopilot with FB Auto Post Pro

There is a lot of money that can be made with Facebook marketing on your Fan Pages. Like all other money-making endeavors, however, marketing on Facebook requires a lot of time, creativity, hard work, and often money to go into creating and scheduling high quality, monetized content that will lead to profits.

Fortunately, marketers have started to find a way to make the process less time consuming, much easier, and much cheaper. Incredible new software FB Auto Post Pro was created to improve and speed up this process, and we’re excited to say that it does.

What is FB Auto Post Pro?

FB Auto Post Pro is powerful new software that automates the content on your Facebook Page for you. It does automates the process of Facebook marketing in several ways.

The first is that it allows you to schedule when you want your content to be posted. You can create multiple lists of content and set them to a schedule all at once. This keeps you from having to remember to post a few times a day, and makes sure nothing slips between the cracks.

As for the content, you have a few options. You can generate and create the content yourself, as most advertisers currently do. You can also import content from your computer, say if someone else created it for you. You can also have FB Auto Post Pro utilize one of its best features, and have it find unique, monetized, viral, and relevant content for you to post.

fb auto post pro review

With FB Auto Post Pro’s incredible search engine, you can search for content that you can use to post to your Page. It just takes a few quick clicks, and you’ve got high value, monetized content that you can set to post on a schedule. The whole process of content creation, scheduling, and posting happens in the blink of an eye.

fb auto post pro

It takes ten minutes to set up the software, link it to your Facebook Page, and find content to post.

Why This Software Matters

We all know that there is a lot of potential for money to be made through Facebook marketing. This isn’t even counting Facebook Ads; we’re talking about the money-making potential of content you’re posting for free on your Fan Pages.

Successful Facebook marketing is all about that monetized, relevant, high quality content. FB Auto Post Pro now locates that content for you, so you have a system making money almost entirely on autopilot without needing you to put effort into it.

fb auto post pro

This is good for all businesses. Any time you’re crossing a task (especially a time consuming and potentially expensive one) off your list, that frees up more time for you to focus on the parts of your business that you really love (or more time with the family), and you can devote your efforts to making more money elsewhere.

Especially if you take part in any kind of affiliate marketing, this software can change your marketing approach. Can you imagine running multiple fanpages easily and without added effort, while still making a profit on each of them? Now you can.

How It Saves You Money

This statement is true for everyone: what saves you time saves you money. FB Auto Post Pro can save you both.

If you’re currently creating content yourself, you’re undoubtably spending a lot of time doing so. If you’re paying someone else to do it, that’s a lot of time and money. Paying someone to manage your Pages can cost anywhere from a few hundred dollars a month to a few thousand.

FB Auto Post Pro costs only a $47 one-time-fee. It saves you money while making you money. Win-win.

How You Can Sign Up

FB Auto Post Pro is compatible with both PCs and Macs, and works on most major internet browsers. It will be launching on April 6th, right around the corner.

In the future, FB Auto Post Pro will cost a monthly fee of $97 per month. Right now, as a pre-launch and opening special, there’s only monthly of $47, so you want to make sure you secure your place in our launch pricing quickly.

In addition to this low, one-time price, the purchase of FB Auto Post Pro also comes free with FB Pixel Pro (priced at $47) and Social Redirect Pro (priced at $67), both of which will only improve your Facebook marketing campaigns even further. You can also pay to upgrade to FB Auto Connect Pro.

If you’re not 100% satisfied with FB Auto Post Pro, you can get a hassle-free, no-questions-asked, full refund within 60 days of purchase.

To learn more and sign up for FB Auto Post Pro, you can get more information here.

 

Jump Start Your Content Marketing Strategy

Getting Started with Content Marketing 

Content marketing is no get rich quick scheme. It takes a lot of consistent work over a very long period of time to see real results. It is because of this that a lot of sites end up giving up—it can take at least a year to see any real headway, sometimes longer to make significant strides. It is, however, very worth it.

To be clear, content marketing does not replace SEO—they go hand in hand together. Each one helps the other succeed more. It does not automatically replace any of your other marketing efforts, like those promoting sales. Content marketing does enhance and multiply the results you’ll get from all these separate campaigns, however, as well as helping you to build your brand, your reputation, and often your client base.

The Idea Behind Content Marketing and Why it Works

For those new to the concept marketing, it’s a pretty straightforward one: by producing content that members of your target audience will want to consume and share, and distributing this content online for free, you will increase traffic to your site, which increases sales.

Content marketing has changed our business, and we’ve seen massive increases. It offers a large number of benefits:

  • Some of the best benefits you’ll receive from successful content marketing:
  • Your Audience (and often client base) increases
  • You can build your brand, and have more control in what it represents
  • You build a reputation as an expert in your field
  • People come to your site every week (or even more frequently, depending on the number of blog posts)
  • This is a marketing platform that is either free, cheap, or relatively inexpensive compared to traditional ad campaigns (even if you hire a writer like myself to do it for you)

Content marketing works because you’re offering something of value for free to an interested audience. Even if it takes time to find the audience and to build their trust in you, it does work.

How to Start Content Marketing 

Blogging is one of the most popular and effective methods of content marketing, and a great way to start. You also have the option to provide recurring content on platforms like YouTube; we use YouTube in conjunction with our blog posts. For this post, we’ll focus on getting started with content marketing through blogging.

When it comes to creating a content marketing strategy, you shouldn’t necessarily just get started blogging right away. There’s some planning you should do to make sure that you do, in fact, have a content marketing strategy and you aren’t just shooting blind.

The reason why is important: without a long term strategy in place, it will be hard to keep up and expand on your content marketing—a lack of focus can be dangerous, and it’s too easy to be discouraged or distracted. Content marketing is a long-term, long-commitment form of marketing. It’s almost always worth it, but you need a strategy to get there.

When you’re planning out your content marketing strategy, there are a few steps you want to take and things to consider:

  • Check out the competition. The first thing you need to do when you’re planning your content marketing strategy is to look at your competition. You need to see what they’re doing and what’s working for them.
    You can also learn two important things from this: what questions your target audience is asking them in comments, and what you can offer that is different. Different will get you those followers.
  • Choose a Niche. This is particularly true when you first get started. Within every industry, there are niches and sub-niches. Finding and truly understanding yours will give you a solid start. You’ll be able to focus in on that audience.. Once successful you can expand later, but always starting focused is a good rule of thumb to follow.
    For example, our blog covers everything having to do with online and social media marketing, but our main niche focus has been for Facebook Ads. This has helped us gain traffic and footing, and now we are able to expand more into other areas of online marketing while still focusing on Facebook Ads
  • Plan out a List of Topics. There’s nothing like getting stuck with writer’s blog two weeks into having a new blog going, and realizing that your niche or your blog might not have started in the right direction. This can cause a delay or a complete halt in the posts, and before you know it, your content marketing efforts have already died.
    Before you ever get started, come up with a list of posts in the niche. Make sure you have enough to write about and say for longer than the forseeable future. If not, it may be time to reconsider the topics and niche you were thinking about focusing on.
    It can be incredible difficult to come up with topics—especially so frequently—when you first get started. The best thing to do is to think about what questions people ask—the things you now take for granted, even, but didn’t know when you first got into the industry. A grocer could write a series of posts on how to find ripe fruit; a jeweler could write about how to identify repairs; a boutique could write about maintenance of different fabrics. There are always topics for each field—you just have to get used to finding them.
  • Know Your Tools. This is one of the most important things you can do for your content marketing long term—knowing and using the right tools. Having plug-ins to help boost SEO, programs to protect against spam, free stock photos to make things beautiful, and—of course—Google Analytics to track traffic (including where it’s coming from, how often, and how long it stays) will all help you with your content marketing strategy.
    Screen Shot 2015-03-29 at 5.06.54 PM
    Google Analytics (which we talk about using with Facebook Ads here) is probably the most important tool I use—I see where traffic is coming from, which posts do best, which have higher bounce rates, which get more visits. Having this kind of information helps me learn more about my target audience and better plan future posts that will be most relevant to them. It keeps me going on the right track.I also highly recommend using Rignite, a social media collaboration software. We use it to schedule all blog posts to be re-posted to Facebook twice a week for six months after they’re written (so long as they’re still relevant). It has made my job so much easier.

How Content Marketing Works With SEO

I’ve seen new marketers ask the question “which is better, SEO or content marketing?” The answer to that is you can’t much success with content marketing without SEO, and your SEO will certainly be better due to your content marketing efforts.

Overtime, the better your blog gets, the more visits your site overall gets, and the higher web authority ranking it’s given. This means it starts popping up first in the search engines—this is good because it means there’s more eyes on your blog (starting a great upwards cycle) as well as more eyes on your site, potentially leading casual users to become clients.

tools for content marketing

The two work hand in hand together—they work best together, and choosing one or the other isn’t the productive way to go about things.

Why You Need Social Media

It’s hard enough to get started on social media; the same is true for getting people to your blog. We’ve used a combination of e-mail marketing and a heavy dose of social media promotions to advertise every blog post we’ve published, and this has helped get a lot of eyes on our site while our SEO ranking was crawling up inch by inch.

getting started with content marketing
We run multiple Facebook posts a day advertising both new and old blog posts, and each one gets clicks. These clicks add up.

SEO won’t be enough when you get started—you’re not even a blip on Google’s radar yet (even though you technically are). Getting ranked on highly on a search engine takes a significant amount of time and hard work—your blog won’t likely won’t hit it even within the first few months. It took us about a year to start ranking, and we’re hoping to see this continue to increase.

Social media is also so important to content marketing because it increases shares and engagement. Both of these are so, so important.

getting started with content marketing; get started content marketing
Every share is a whole new audience that is seeing that post. Even one share can do a world of good.

 

Now, even though organic search traffic has surpassed all other traffic to our site (which is the goal), our social media campaigns still send a large number of users to our site. You can read more about this in our post here.

When to Start Guest Blogging

Guest blogging, as many of you likely know, is a great way to boost your content marketing and SEO efforts. You get to continue to establish yourself as an expert, you build rapport with your peers and their already-established audiences, you build valuable links back to your site, and you get some of that traffic to hopefully come take a look at your site, too.

While some marketers with blogs start trying to guest post right away, and I do see the benefit of jumping at every opportunity, I personally prefer to wait to start guest blogging for at least a few months. There’s a few reasons for this.

The first is that one of the biggest benefits of guest blogging is that it sends users to your own blog and website. Whether this is done through links in the guest blog post that send them there or by a link in your bio following the post, the whole point is that it gets users to your site while building your reputation.

If you send users back to your blog too soon and you only have a few ok posts, they might not be back. If you wait a few months until you’ve gained some momentum and have a few pages of high quality posts, new visitors will be much more inclined to come back for more.

 

content marketing; guest blogging
Only after writing for Ryan and several other blogs for almost two years was I accepted to write guest posts for Social Media Examiner. It was worth the wait: one post from their site sent a ton of traffic to ours (the twitter shares alone hit almost 3,000).

Waiting to guest blog until you’ve got your own site (and reputation) established gives you one more distinct benefit: there’s a good chance this will help you be able to write guest posts for higher quality blogs than you would have before. This was certainly the case for me.

This is important because while almost all links are good, you want to make sure your name is associated with other high quality, credible, expert sites. While everyone needs to start somewhere, you want to make sure your business is posting on those high quality sites so that it represents your brand in the way that you want.

 

 

Content marketing can take a lot longer than running some ad campaigns (as if that was ever really easy), but the overall pay off can bring in large numbers of clients and sales. It can build a loyal following, and help establish you and your business as an authority in your industry.

No matter what, it’s important to remember that consistency in quality and frequency are the most important factors in content marketing: without this, you’ll lose readers faster than you can blink.

What questions do you have regarding content marketing? What strategies do you implement now? How has it affected your business?

To see more about our current content marketing strategy, click here.

How Facebook’s Relevance Scores Can Improve Your Campaigns

Facebook recently started providing advertisers with yet another amazing tool: relevance scores for Facebook Ads.

Facebook has always taken relevancy into consideration as a factor when determining how they deliver their ads, and to whom. Now, they’re allowing advertisers running Facebook Ads to see these scores and to evaluate their own success.

This is another change designed to make their ads system even better and more accessible to advertisers, and it’s an exciting one.

Where To Find Relevance Scores for Facebook Ads

To access your relevance scores for Facebook Ads campaigns you run, you can view them in any of the ads reporting or monitoring tools. You can access them through ads API if you have access to this as well.

The easiest place, though, to access your relevance score, is through the Ads Manager.

From the Ads Manager, you can access a tab just for your relevance scores. There, Facebook will give you all the information you need.

How They Work

Facebook has been evaluating how relevant an ad is to the audience it’s shown to. It’s how they work to make sure users are seeing the content most relevant to them, and thus those users will be on Facebook more. They’re now giving it a number and allowing advertisers to access this information.

The relevance score for each ad will be a number 1 through 10, with 10 being the most relevant. This score is continually updated as people see, interact with, and provide feedback on the ad through engagement. You will be able to see how relevant your ad is to those being shown to it.

Facebook's relevance scores; drive down cost of Facebook Ads

These ads will have a bigger impact on those seeking conversions of some sort (CPC) instead of those paid for reach (CPM) due to the nature of those bidding systems. This is because ads with “guaranteed delivery” (CPM) are not impacted since they are more about reaching people than driving actions like installs, sign ups, or sales.

How to Use Facebook’s Relevance Scores to Improve Your Ads

These relevance scores offer direct feedback, and this always offers a chance to improve your campaigns. While even Facebook has said these scores shouldn’t be used as the primary indicator of an ad’s success (that depends on a large number of factors as you can see here), it’s a great factor to be able to take into consideration.

Are you targeting the right people? If you aren’t, your relevance score will probably be pretty low.

If you are targeting the right people, is something about your ad (what you’re offering or how you’re offering it) keeping them from clicking?

Relevance scores, along with other tracking and measuring tools like the conversion tracker and even the reporting tools available in Facebook’s Ad manager, will make split testing even more effective. If you run two campaigns, you can see which performs better—which has more conversions, which has conversions for a lower or higher cost, and which gets more engagement.

How They Can Lower The Cost of Your Campaigns

As Facebook claims, “the higher an ad’s relevance score is, the less it will cost to be delivered. This is because [their] ad delivery system is designed to show the right content to the right people, and a high relevance score is seen by the system as a positive signal.”

While a high relevance score won’t compensate entirely for a really low bid, it will help lower the cost of your campaigns. And hey, every little bit helps, especially long term.

As time goes on, we’re going to test this out to see how effective these scores are as a metric to help us actually lower our campaign costs. Keep an eye out for those findings.

 

To learn more about how to best connect with the right audience and create successful ads, you can learn more with our FB Ads Formula.

FB Ads Formula
Our FB Ads Formula has helped businesses and entrepreneurs go so far as to quadruple their ROIs.

 

What do you think of the new changes with Facebook’s relevance scores? Will you be taking the relevance scores into account? Leave us a comment and let us know!

How to Get Your Own Personal Facebook Ads Rep

Get a Personal Facebook Ads Rep with Facebook Go

Haven’t you ever wished that you could get real help from people who know the ins and outs of Facebook Ads better than anyone—the Facebook team themselves?

Now you actually can.

Facebook Go is a brand-spankin’-new resource that provides help to advertisers new to the Facebook Ads system. It’s more than just a tool or a walkthrough guide—you will get advice, help and training from an actual Facebook Ads specialist, trained to help you find success with your Ad campaigns.

Facebook Go

Interested?

Keep reading (and/or watch our video overview) to see how to get your own personal Facebook Ads rep—one trained by Facebook.

What Facebook Go’s Specialist Will Help You With

When I say you’ll get personal help, that’s exactly what I mean. You will work one-on-one with a dedicated specialist. They will help you with every aspect of your ad campaigns, including helping you with:

  • Developing a unique strategy, customized for you and your business, to maximize your marketing potential on Facebook Ads
  • Understanding and correctly using the best targeting options for your campaigns and your audience
  • Measuring and evaluating your performance, as well as using this information to optimize all future posts.

Particularly for new advertisers—the users this service was designed for—Facebook Go can be an invaluable investment. Facebook Ads can be an incredibly difficult system to find success on, let alone to master, and having a knowledgeable expert to guide you through the process can make all the difference in the world, saving you money and time.

All of this is designed to help you grow your business on Facebook, an affect you’ll feel off-Facebook too.

How To Qualify for your Own Personal Facebook Ads Rep

In order to qualify to get a Facebook Ads rep to work with you directly through Facebook Go, you need to spend at least $25 a day for at least 30 days on your Facebook Ads campaigns. Then, all you have to do is fill out a quick form about you and your Page on their site.

Facebook Go

To find out more and see if you qualify, you can sign up here on Facebook Go’s site.

Who Should Use Facebook Go

While everyone could benefit with some direct consultation from one of Facebook’s trained team members and specialists, this program is ideal for those new to Facebook Ads. That is, after all, who it was designed for.

The system is complex, and trying to figure out the best strategies, the best targeting options, and the best ways to evaluate your ads is challenging at best. Having someone guide you through the process can save you so much money on failed campaigns.

After all, understanding something in theory is great– that’s what some of these posts can help you with. Having a specialist sit down with you and actually pin point exact things you can do for your exact, unique business can increase your chances of success when you hit the ground running.

 

Will you be using Facebook Go? Leave a comment and let us know what you think.

4 Important and Underused Tools on Facebook Ads

It’s no secret that Facebook Ads is a complex system. All those options and all that depth is part of what makes it so great—you can hone your audience and targeting to find the exact audience you want.

All the options can get confusing, and some marketers never really find success with Facebook Ads. Part of the reason this happens is because marketers either don’t know about all the tools they can use, or they aren’t sure which ones they should use and they choose the wrong ones.

There are 4 important tools that are consistently underused on Facebook Ads. This is particularly unfortunate since they can all increase success in your ads campaigns, whether by helping you get that laser sharp targeting or by helping you increase or measure the success of your campaigns.

1. Targeting by Connections

This is a feature that a lot of experienced marketers use when they run Facebook Ads campaigns, but it’s one that still has a tendency to go underused.

Connections are a targeting feature on Facebook Ads that can help eliminate or zone in on very definitive sections of your audience.

When you’re choosing your targeting criteria for each Facebook Ads campaign, you can choose whether you want to target those connected (who have liked) your page, or to target those who haven’t. You can also target those with friends who are or are not connected to you.

underused tools on Facebook Ads

Connections are a major part of Facebook’s targeting system that can help make sure that your ads are reaching the people who will be most receptive to your message. There’s no point in running a campaign to reach new users only to end up showing the ad mostly to users who have already liked your Page.

Similarly, you can target users who have already liked your Page through connections for retargeting. You can give them an extra push to buy or take some other action, and these ads often result in high conversions since you know they’re interested in your business and they’re familiar with.

No matter how you use connections (using connections of your competitors is great for a lot of reasons, too!), using them is smart, period, and can make a huge difference in your targeting efforts. It’s one of the most straightforward parts of targeting on Facebook Ads—make good use of it.

2. Call to Action Button

A surprising number of pages that advertise with Facebook Ads don’t realize they can even add a call to action button to their campaigns. That’s partly because it’s easy to miss and off to the side when creating the ad.

call to action button Facebook Ads

Placing a call to action button on your ad can be that extra push that users need to fully motivate them to take action on what they’re seeing. Sometimes, after all, users just need to have a very clear, concise call to action. Putting it on an easy-to-see and easier-to-click button can make sure they take that action. After all, anything that can help increase conversions is worth a shot, right?underused tools on Facebook Ads; important tools and features

To see how to add a call to action button to your ad (and your Page), you can see our blog post and video walkthrough here.

3. Custom Audiences from a Website

In case you’ve never used it, it’s actually possible to target users who have visited your website without them leaving their e-mail address or having purchased anything from you.

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You can do this by creating a custom audience from a website. You can install a tracking pixel on your website (including key pages on your website) and then run ad campaigns that are shown only to those users who visited your site.

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Like connections, this gives you the chance to deliver highly targeted messages to an audience that is already familiar and interested in your product.

While not all Facebook Ad campaigns should be run as retargeting or run to connect with users you’re already connected to (Facebook Ads is good for discovery, too), using custom audiences from a website can boost conversions big time and remind users that you are there and that they should purchase from you and connect with you on Facebook if they haven’t already.

To see more about custom audiences from a website and how to make them, you can read our blog post here.

While you’re at it, lookalike audiences are often underused as well, and they have their own place and value in ads targeting.

4. Conversion Tracking Pixel

We’ve talked a lot about conversion tracking pixels in past blog posts, but this tool still largely goes underused by the majority of businesses using Facebook Ads.

The conversion tracking pixel is one of the most valuable tools you can use on Facebook in general. You install it on your website and connect it to your Facebook Ads, and it will tell you how many conversions each ad is getting. The analysis will also tell you how much you’re ending up paying for each conversion.

The conversion tracking pixel is the best tool out there for measuring ROI. It is the best tool to help you decide the monetary value of your ads, and to help you determine whether what you’re paying for the ads is justified by the sales, leads, or other conversions they’re bringing in.

You can see how to install and use the conversion tracking pixel here, and more about how important tracking ROI is here.

 

What important tools do you think go underused on Facebook Ads? Do you use any of these tools? Leave a comment and let us know!

 

Social Media Platforms All Businesses Should Start With

We’re long past the days of having a only few sites to register on; you now have Facebook and Twitter; Google + and Instagram; Reddit, Tumblr, Pintrest, LinkedIn, YouTube, and so many more.

See if that doesn’t make your head spin.

social media platforms to get started with

What often ends up happening is new businesses—or businesses new to Facebook—try to sign up on every social media platform known to man, not wanting to miss out, only to be spread so thin that none of their pages on any of the networks take off.

Even just getting likes on only your Facebook Page takes a lot of time and effort; imagine trying to replicate this same effort on eight or more social media sites. For this reason it’s best to start with just a few of the most necessary and helpful sites. Once you’re established on those you can work your way up to becoming a social media marketing maverick.

As time goes on, and as you become established on each site, you can start to add more to the mix, but starting with just a few sites will help you to get the hang of social media marketing, build your audience, and give each platform the attention it needs while you’re cultivating your page, audience, and content.

What social media sites you want to get started on can vary—while some, like Facebook, are good for everyone, some can depend based on your field of work.

1. Facebook—Everyone

This goes without saying. If you have a business, it is as good as mandatory that you have to have a Facebook Page to go with it. Facebook is the most popular social media platform, is used by all age groups and almost all demographics, and is perhaps the most frequently used social media site (though this can change month to month).

social media platforms for business

Did you know that more and more people are using Facebook’s search engine to look up businesses instead of using search engines like Google? While the majority of internet traffic is still dictated by search engines, a lot of Facebook users try to look up businesses on Facebook. Users love the “inside look” and transparency Facebook at least gives the illusion of offering.

You can use Facebook as an easy, free way to connect with your audience and build a rapport with them. You don’t have to pay any marketing expenses (unless you’re using Facebook Ads), and your name and whatever you want to share with your target audience—who has chosen to like your Page—will appear on their Newsfeed in the same place they get updates from their friends.

You can promote products, sales, and your brand name on Facebook. Every business should have a Facebook Page, regardless of what field of work you’re in. To see how to create the ultimate Facebook Page you can see our post here.

Bonus: once you’re on Facebook with a Page, you can start running Facebook Ads, which can be an extremely profitable and effective method of marketing. You can learn how to navigate Facebook Ads in our FB Ads Formula.

No matter what, start with Facebook and link all other social media sites back to it.

2. Twitter—Everyone

Twitter is a good place to put out a lot of information quickly, and like Facebook, everyone and their mothers have a Twitter. Twitter has the potential to help your content get a lot of shares and retweets, giving Twitter at a top spot as the place to go when you want to go viral.

social media platforms for businesses

Again, so many people have Twitter, and it’s a great way to stay up to date with what’s going on in your industry just like it’s a great way to promote your individual business. You can connect with peers and customers alike, all for free.

A Twitter profile for your business should be the second thing you tackle—right after Facebook—when getting started on social media.

3. Pinterest—Those with Products

Pinterest can help people interested in your products (which can include informative-based or free products like blog posts) find them easily. When you pin something, it appears in the designated category, with the focus on the product and not on who pinned it. This makes it easier to promote your products, and if people choose to follow you, great, but if not, a relevant audience is seeing your product either way.

social media platforms to get started with
I know, the food again. But I’ve started following multiple blogs thanks to discovering them on Pinterest.

 

Pinterest is ideal as it promotes and focuses on social sharing. That’s the whole idea behind the site—users sharing things relevant to them, where users can save anything relevant to them no matter who posted it.

Pinterest can be a great tool, and is emerging as a marketing tool that’s being used more and more. If you have a use for it, once you tackle Facebook and Twitter, get on and start pinning.

4. LinkedIn—Those Connecting with Industry Peers

Needing a LinkedIn is particularly true for “white-collar” industries, though it’s applicable to almost all fields of work. LinkedIn helps to connect you with like-minded peers in your industry. Depending on your business, you can sometimes seek out new employees or contractors.

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Most importantly, you can connect and even promote your business through LinkedIn’s groups. If you’ve got any kind of blog, LinkedIn is a great way to promote it. We’ve recently started using LinkedIn to share blog posts as part of our marketing strategy with good results.

I don’t think there needs to be any real rush to sign up on LinkedIn; this should happen after you’ve built a following on Facebook and Twitter, and can be used to send traffic back to both of sites.

What Sites Have Worked Best for You? 

While Facebook and Twitter are the most important social media sites all businesses should get started on, Pinterest and LinkedIn are the most common best steps to take next. These do, however, vary depending on your industry—YouTube is also important (we use it more than Pinterest), and some businesses thrive thanks to marketing efforts on Reddit (which doesn’t make this list just because it can take so long build up).

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What social media platforms have been most important for your business? Which sites do you think it’s most important for businesses to get started on? Leave a comment and share your wealth of knowledge!

Facebook Etiquette Everyone Should Follow

More and more time is being spent on Facebook, and more and more people are joining the sites and setting up profiles. Almost everyone in our lives have Facebook accounts, even our grandmothers who haven’t figured out texting or DVR yet (this includes my own).facebook étiquette

As a large part of our lives is now goes onto social media—and is affected by it—there’s a certain standard of behavior and etiquette most feel that the community should adhere to. Facebook doesn’t set these rules, as they do with their rules on nudity/violence, but there is an unspoken (and thus often broken) code of etiquette expected to be upheld on Facebook.

To help your relationships positive and your interactions on social media healthy, make sure you follow these rules to Facebook etiquette.

No Airing Dirty Laundry

Alright, everyone, this is one of my biggest Facebook etiquette pet peeves. Facebook isn’t the best place to go and air your dirty laundry or start confrontations, whether you do so directly or passive aggressively.

“I wish I wasn’t so nice because people who are supposed to be my friends just take advantage of me, you know who you are.”

“If only SOME people could get their crap together I wouldn’t be here right now.”

“I’m so upset with someone who hurt me today I don’t even want to talk about it.”

Facebook is a place for sharing, that is absolutely true, but it was not designed to be a place for people to have passive-aggressive “confrontations” with those who have committed some grievance against them. It’s also not a place to try to bully someone by not naming them directly while still shaming them (a new low for bully cowardice, everyone). After all, a lot of your friends will know the story, and may even chime in, and they definitely know you’re talking about them.

Drama is best handled privately and off-Facebook. After all, you can never take back what you post online—even if you delete it, once it’s out there, it’s out there, and screen shots may have already been taken.

Share Big News Off-Site First

Oh, your sister just got engaged and you found out through Facebook? Your uncle is in the hospital, and you found out because of your cousin’s picture of “hospital coffee” with a sad face as a status update?

I’ve seen both of these things happen to people I know well. It was jarring and upsetting for my friends in both cases.

Whether it’s good news or bad, big news should be told to the important people in your life off-Facebook first, either in person or via phone call. Facebook is great to keep in touch, but it shouldn’t be used as a complete substitute for interaction with those we love most.

Avoid Commenting on Every Post

Having a presence on Facebook is good; interacting with your friends, posting on their walls, and commenting on their status updates are all good things… in moderation.

Once you comment on every single status update on your friends’ walls, you’ve hit lurker status, and we’ve all been there. Especially if you’re a family member (and particularly if you’re from another generation), being a constant part of another user’s page can get old quick. Family members in another generation (aunts, uncles, and parents) should try to be particularly mindful and respectful of some space.

As someone who spends a large portion of their work day on Facebook or monitoring Facebook for work, I can honestly say it’s a bit alarming how much time some people spend on Facebook every day when they’re supposed to be working. You can always detect them because they post on everything they seem to see for four hours straight.

Resist the Temptation to Over Share

This can range from over sharing unwanted medical information to sharing every mundane detail of your life to sharing information that compromises your safety.

Some things just don’t need to go on Facebook. You don’t need to announce that your big house is going to be empty while you go on vacation for a week (post the pictures afterwards). The world doesn’t need to know about how you had to have a toe nail removed due to fungus (and please, no pictures). We also don’t need to know that you drank a soda today.

Keep your posts appropriate (both in number and in content) and you’ll be good to go.

Don’t Trash Your Family

Most people have some family on Facebook, even if it’s just a sibling (I’ve refused to add aunts, parents, and uncles to seek my Facebook more private) as a friend on Facebook. Even if you don’t, and no matter what they’ve done, trashing your family on Facebook is at the top of our what-you-shouldn’t-do-list.

Facebook étiquette
Everyone is connected on the social media family tree.

Family matters should be kept off Facebook, and even if they’ve really wronged you, advertising it on social media makes you look in the wrong, not them.

Don’t Trash Your Job

When you post something on Facebook, even if you have your settings established so only your friends can see your Timeline, the reach of what you post goes far beyond your wall. Whether co-workers see the comments your friends leave on your post (which can show up in their Newsfeeds) or people just talk off Facebook, you could land yourself in a world of hurt.

Especially in today’s economy, you can and will be replaced quickly. People have lost jobs over what they post on Facebook; don’t make the same mistake.

Be Mindful of Tagging Friends

Whether it’s in a post or a picture, think twice before you tag your friends. If your friend played hookie from work to go to the beach with you and you post that picture and tag them in it, you run the risk one their boss could see it and fire them.

This rule is perhaps never more true than in the case of the undesirable photographs. Whether they’re so drunk they think they’re on another planet or they are just making an unattractive face, you should never post pictures of your friends (and definitely never tag your friends in them) when there’s even a thought that they wouldn’t want those images out there. If you’re ever in doubt, ask.

Don’t Instigate Arguments

So someone posted a mildly offensive picture. Or your friend has political or religious views you strongly disagree with.

Arguments do not have to ensue. While it can be tempting to post your own snarky reply or stand up for what you believe in, sometimes it really is just best to let it go. We’ve all seen those Facebook explosions—they may be entertaining from the outside, but you sure don’t make yourself look good.

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Something about disagreeing with someone online gives some people the rage of the hulk.

If you really need to say something, it can be said in a private message or off of Facebook entirely. That way they don’t feel publicly attacked; you never know, they may not have meant their post how it came across, or they didn’t realize they’d offend someone.

Hide the post, maybe unfollow that friend, or even take them off your friends list. All of these are acceptable—and preferable—alternatives.

 

What Facebook etiquette do you think everyone should follow? Do you have anything to add to the list? Add to it by leaving us a comment!