As I discussed in a previous blog post, many businesses find themselves focusing the majority of their social media efforts through Facebook these days. While I still feel that Google+ is a fantastic alternative to this oversaturated social network, there are still several features on Facebook that make it an attractive platform for marketing purposes. In particular, it’s the network’s capability for pay per click advertisements that is a huge draw for many business owners. Aside from the site-wide ad initiatives that came about via the Timeline layout update, companies listed on the world’s biggest social network will also soon to be able to take advantage of another potential marketing avenue.

Although it is only in beta at this time, Facebook Offers promises to be a new initiative through which companies can increase their physical locations’ foot traffic. The new ad program will essentially reward followers of a business’ social media listing by adding them to a mailing list. Messages sent to users who sign up for the program will include coupons, discounts and other promotions to be used in-store. Operating in a similar fashion to Foursquare’s business incentives, Facebook Offers is a form of marketing that encourages customers to come to your business (and visit your online listing) on a regular basis.

Taking Advantage of Facebook Ads
As of now, only a handful of companies are actually enrolled in the Facebook Offers program. Due to its beta state, the new marketing incentive will be unavailable for most company owners until it goes public. While Offers is certainly a Facebook feature that everyone should keep their eye on, that doesn’t mean it should be the sole focus of every company. As we’ve all seen, the Timeline layout has made advertisements more prevalent than ever before. As such, regular Facebook advertisement allows for a marketing approach that everyone will want to use at least once in a while.

Running a successful ad campaign on Facebook often relies on the implementation of tried-and-true PPC behaviors. At the same time, some tweaks should always be made when advertising on a social network. Business owners looking for a solid ROI for their social media marketing investments should consider the following:

  • As is the case with any PPC campaign, you’ll want to determine who the intended audience for your ad will be. If your business has a substantial following on Facebook, try taking a look at what the leading trends are for the people who “like” your company. Should you find that there is something relevant to your business that you can focus on, consider making that your keyword.
  • The new Timeline layout allows for a multitude of options when it comes to deciding where you want to place your ads. A few weeks ago, Microsoft chose to place a massive banner for Bing on the Facebook logout page. While some SEO experts questioned whether such a huge ad on such a relatively unseen page was a good idea, the fact is that the company was able to choose freely where its marketing would be featured. When choosing a spot for a Facebook ad, one should thoroughly consider where they should place their ad for maximum exposure.
  • Do not simply post your ad and expect to immediately see improved traffic for your website. Use your company’s Facebook page to openly promote your ongoing PPC campaign. If you interact with your followers directly, you will find that the little bit of extra exposure you gain will help you get the conversion rates you want.

Of course, the best Facebook ad campaigns come from learning the correct marketing behaviors. For readers looking for more information on PPC advertising, we invite you to look into our company’s PPC management service and other SEM opportunities. I can also be contacted at jwersits@webimax.com should readers have any particular questions.

Aloha, readers, from the snow-capped terrains of rocky-mountainous Colorado.  I was jeeping my way through the western country and missed the latter portion of the week in online marketing.  Okay.   I admit.  I snuck some peeks in on my Android.  I can’t stay away.  Let’s see what treats online marketers left for us on the trail.

 

WebiMax

Have you viewed WebiMax and SEOservices insights on YouTube?  Did you catch sight of our Casual Friday video?  “Maxers” discuss Google’s new algorithm modifications.

Our videos offer actionable tips while allowing viewers to get familiar with our great staff.  Fish for missed SEO tips on a regular basis; be sure to follow WebiMax VP, Todd Bailey, on Twitter.   Todd regularly devises his Bailey Daily.

We offer tips and search engine optimization suggestions from the WebiMax SEO blog and the SEOservices community.  We accept industry submissions at the community; consider doing a ‘guest’ post…

 

Online Optimization Community

Rand Fishkin offers practical tips in his Whiteboard Friday post on guest blogging strategies.  When approaching an influential source, ensure you’re adding to the community and have a frame of reference.

Such sentiments were present in Chris Winfield’s post on 92 Ways to Get Press Coverage.  Are you searching for press or contributing?  It’s a tough but crucial question to ask before barking for coverage.

Are you accomplishing intended keyword goals?  How closely have you inspected negative keywords?  Keri Morgret organized a spectacular post on the subject last week.

How are you getting information in modern times?  Clearly, info is issued faster on the Web.  Newspapers had to make the digital leap but at what cost to you?  Read Danny Sullivan’s post on the Wall Street Journal.

Miranda Miller discusses how to mentally catalog and consider Google+ in her Search Engine Watch post.  (Thanks to Wayne Barker for the Twitter tipoff on the read.)

Speaking of tips offs for reads, Rand Fishkin and Dharmesh Shah created inbound.org, a place for sharing online optimization articles.  The community, open to all but heavily populated with members of the online industry, has quickly become a great resource for finding ‘missed’ reads.

 

Business News Sunday 3-4-12

How did Yelp do during its first day of public trading (Friday)?

Pro Hockey promotes equality in sports

Tech Crunch revisits the 2011 of the Panda (post from Saturday)

WSJ on Twitter, Facebook, and Space Invaders?

 

That’s what I have.  Did you read something inspiring, which needs more attention?  Leave a comment.

Enjoy the rest of the weekend.  Read you tomorrow!

Google, Inc. is expected to release another important update to their Panda algorithm that was originally released in early 2011.  Todd Bailey, Vice President of Digital Strategy at WebiMax, the leading search engine optimization firm, discusses the evolution of the “Panda” and further discusses its importance to the integrity of the search engine marketing industry.

The SEO industry has unfortunately been affected by unscrupulous firms that practice ‘black-hat’ optimization.  This includes cheating search algorithms to help a website populate higher in search engine rankings.  Google took direct aim at this ongoing problem in an event to penalize these websites.   There have been instances where reputable sites have been negatively affected, however, and as Google plans to release their new update, an expected 1 percent of domains will see its effects.

“A recent update targeting keywords that have been victimized by black-hat optimization firms have caused some reputable domains including PR Newswire and Forbes to get flagged for keyword density among other factors”, states Bailey.  “Webmasters need to understand where their content is and where it is displayed both onsite and offsite”.

During the month of October, a reported 11.2 billion searches were conducted on Google.  The company announced that less than 1 percent of domains will be affected by the new update.

“Google does a great job reinforcing their commitment to only delivering high quality results to the end-user of their search engine”, states Bailey.  “It is instances like this that illustrates the importance of regularly managing a search engine optimization campaign and continuously cultivating the relevance of ranked keywords, links, title tags, meta tags and more”.

Although Google will not disclose the exact parameters of the expected update, it is fairly simple to recognize the changes through studying the type of websites that are affected.

“Remember, Google wants to serve up pages that are most relevant and contain high quality content for the end-user.  Other considerations include maintaining keywords above the fold and ensuring the page is not ad-heavy.  Webmasters that pay attention to the important changes made to our industry will be able to deliver the most success to their clients search engine optimization campaigns”, concludes Bailey.