Alert the Emperor! Facebook has Conversion Tracking!

Data.

This is the most fundamental building block when trying to determine the success of a Pay-Per-Click campaign.

Data tells you if that “iffy” ad copy you wrote is actually paying off and it also tells you when something’s gone belly up and is stinking up your cost per lead. But despite being extremely useful, data is also extremely problematic especially when you are using third party report tool with unrelated PPC platform.  The data gets well… unpleasant. This statement has been especially true for me using tools such as Analytics to track Facebook advertising performance.

Don’t misunderstand, I am a huge fan of Google Analytics because it is useful and free (two of my favorite software attributes). While Analytics has proven to be useful in determining the actual run-of-the-mill site metrics, figuring out specific Facebook ad details has been tedious. I mean we’ve all seen that highlighted message they displays when you start using expressions and Advanced Segments – “This report is based on sampled data. Learn more.”

Google Analytics Sample Data Warning.

I hate this message.

I especially it when I’m trying to figure out performance of a Facebook ad. I constantly ask myself, “Why is Analytics ignoring all the information built into the URL? Is this bounce rate even correct? Why doesn’t Facebook allow conversion tracking so I don’t have to deal with these messy urls?”

Whether it was other advertisers demanding more functionality or FB’s development team telepathically sensing my frustration, Facebook is now offering conversion tracking! Even though it is still in beta, Facebook conversion tracking is going to allow advertisers to see at a glance how well new images and adcopy is converting visitors. No more relying completely on Google Analytics and its jaundiced sampled data!

Facebook new "Tracking" tool.

Another benefit of Facebook conversion tracking, conversion data can be compared for accuracy. This is huge for me because having Facebook conversion data allows me to see how accurate the Analytics conversion data is. I trust Analytics but ultimately things do fall through the virtual cracks because of outages, page load errors, or malformed urls. Plus having multiple  sources of data allows advertisers to determine the percent of data loss between platforms.

While I will never know why Facebook didn’t include conversion tracking initially, I am happy after months of tedious URL building and endless data confusion it’s being offered. With an increasing number of advertisers using Facebook, we should see more advanced conversion tracking options. Now if only they’d do something about the archaic reporting tool…

Image Credit: http://www.flickr.com/photos/balakov/4300931777/

Search Influence’s Will Scott will speak about Facebook for small business at SearchFest 2010. The 4th annual Searchfest is March 9th at the Governor Hotel in Portland, Oregon.

SearchFest is the largest search engine marketing conference in Portland. Dedicated to search marketing education from the industry experts and thought leaders, SearchFest’s mission is to educate businesses on the benefits of SEO and SEM.

You need to watch out! I was just reading the Google Lat Long Blog and they’re telling people to edit YOUR Google business listing.

This is really, really, bad. Look at this picture. I didn’t want to steal the image from the Google blog post so I made my own which shows a business listing on Google in grave danger.

Your Google business listing is in danger!

We’ve talked in the past about the importance of claiming your Google. It’s critical. Do it now!

It’s so simple to claim these listings and even though Google is advertising like crazy too many businesses are leaving it up to some random visitor to edit their Google business listing?

I mean, think of it this way, if you were a main street business would you let some kid, no matter how artistic, re-craft your signage with a spray can? Heck no! Don’t let that kid edit your Google places page either.

Your Google business listing is the first step toward local search dominance and Google’s trying to tell someone else how to take control.

Don’t let them. Own your Google business listing before someone else does.

For instructions on claiming your Google business listing, read this blog post about getting your small business listing on the map.

These days it is really easy to tarnish the online reputation of a company.  Just one bad review or article posted on a high traffic web site is all it takes.  In most instances it is impossible to have negative comments and stories removed.

The best way to fight negativity is through positivity.  The simplest way to do this is to drown it out.  Good news can chase bad news down the search engine ranks to the 2nd or 3rd page, where it is less likely to be found.

Here are some action steps:

1) Monitor activity- Find all of the sites where the bad news lives.

2) Stay calm- Be patient, it takes some time.

3) Post positive- Here are just a few ideas:

Create a social networking profile – Facebook
Create a business profile – Linked In
Start a blog – Wordpress
Share photos- Flickr
Claim your identity- Naymz
Create a Wiki- Wetpaint

The number 1 thing NOT to do is search for yourself or search for the negative information.  This is the fastest way to ensure it will NEVER go away.

It is hard work and extremely time consuming to bury bad press.  I know it is tempting to look, but that one search can enable the bad news to resurface and erase all of the work that was already done, bringing you right back where you started.

Even if you do not have a reputation management issue at this time, please know if one does present itself, there are ways to fix it, as well as one major way to prevent it from disappearing!

Image Credits:

http://www.flickr.com/photos/ladybeames/2896787167/

http://www.flickr.com/photos/stevoarnold/3161660942/

Search Influence’s president, Will Scott, will be speaking at Search Marketing Expo (SMX) West on March 3, 2010.

The topic of discussion will be Facebook Ad Tactics For Search Marketers.

For the full agenda and exhibitor list, please visit Search Marketing Expo West.

This blog post comes at an opportune time to write about stress in the workplace.

Some, who work in an office building or somewhere similar, may think that working from home makes work less stressful.  I am here to tell you that is a myth and far from the truth.  Just because some of us, at Search Influence, work from the comfort of our own homes, does not mean that stress does not catch up with us from time to time.  I would like to discuss some stress relieving strategies, both that I do myself, and some that I have not yet tried.

- Change of venue: For some who work in an office, this may not be possible.  For those of us who work from home, this could be a way to change the flow of your day.  Sometimes it helps to have a change of scenery to get back on track.  Move from your office or desk to the kitchen table, or even outside, if it is a pretty day and if you have wireless internet.

- Smoke: I am not a smoker, and I really don’t promote this.  But, let’s be real- If you are a smoker, you probably turn to a puff or two to relieve some stress from work.

- Take a walk and get some fresh air.

- Enjoy a relaxing beverage: For some it may be coffee.  For me, it is a nice glass of chai tea, green tea or even some regular coca cola.

- Have a snack: Since I am a mother of twin toddler girls, my snacks usually consist of goldfish crackers and some Dora the Explorer strawberry yogurt.  Taking a quick break to enjoy some of your favorite snacks can help to relieve some stress.

- Listen to some soothing music: Whether you like classical, country, pop, or R&B, listening to some mellow music can calm your nerves.  Heck – you can even relieve some more stress by singing along!

- Just breathe.

- Get some natural light: If it is a pretty day outside and I am not feeling so relaxed or I feel like I need some motivation, I like to open the window drapes or open the front door (leaving the screen door shut, of course.)  It always seems to make me feel a little bit better and more motivated.

- Vent to a coworker: Your coworkers, at some point, have been extremely overwhelmed and stressed out also.  Chat with someone you feel comfortable talking to and who you feel you can trust.  They might be feeling the same way now or they might have at one point, so they can help to set you straight and maybe even give you some great advice.

- Make or clean-up your to-do list: I am a list-person.  I make lists for everything! This can help to clarify exactly what needs to be done and in what order.  If you slowly but surely start to knock things off your list, you will feel better about yourself, alleviating some stress.

I am curious to know if any of you (who work from home, or not) use any of these tactics to alleviate work stress.  What do you do that is not mentioned here?  Leave a comment and let me know!

Image credits:

http://www.flickr.com/photos/frield/95509221/

http://www.flickr.com/photos/alancleaver/4331097922/

http://www.flickr.com/photos/soham_pablo/427916044/

Occasionally, we have a new plastic surgery client who does not use before and after pictures on their website.  Traditionally, plastic surgery internet marketing experts have held on to the belief that a before and after gallery is a must for driving traffic to the site and ultimately turning visitors into real patients.

Most surgeons use a gallery as patient education, and the more knowledge a patient has of a doctor, the more likely they are to schedule a consultation. For Newport Beach Plastic Surgery, Newport Beach rhinoplasty patients can see for themselves the artistic skill and experience of the surgeon.  They can see the results and what they will get out of the surgery before they even talk to the doctor.  This is a powerful tool.

Newport Beach Rhinoplasty

An additional bonus is patients come into the office with some understanding of the surgery and the results they should expect, and the consultation is much more interactive.

Plastic surgery internet marketers can always use the gallery as additional source material to promote online.  Having a gallery doesn’t make our jobs a slam-dunk, but not having one does make our jobs more challenging to drive leads to consultations. More pages equal more opportunities to show up in the search engine results pages.

Galleries have become an important part of the pre-consultation education process.  Often the gallery pages are the most visited pages on a plastic surgeon’s website by potential patients. Without before/afters, a visitor is less likely to stick around.  So what to do if you’re a plastic surgeon without those images?

First, if a doctor is starting a new practice, he or she may not have a wealth of before and after pictures to use.  The after pictures are best taken at stages after surgery, so a great picture of a patient may not be great until the patient is fully healed.  That might not be for 6 months to a year.  That mean it takes at least a year for a plastic surgeon to build a potentially decent gallery for the website.

Then there are some plastic surgeons who want to attempt to rank in the search engines without the before and after pictures.  They prefer to share the before and after pictures within the confines of the office to hold a captive audience and to control the dissemination of those images. Many surgeons and patients oppose the use of pre and post-operative images given their potentially graphic content. From a search engine ranking perspective, if they can rank without those pages of images, then that’s what they may want to do.

We have a handful of plastic surgeons who do well without a gallery on their website.  Even without the before and after images we are still able to cover the traditional SEO bases: content optimization, Google listings, link building, etc.

In fact, we have one outstanding example who is achieving stellar rankings in his market – Donaldson Plastic Surgery – plastic surgery, Columbus, OH 4661 Sawmill Road, Suite 100, Columbus, OH 43220.

Columbus, Ohio Plastic Surgeon Dr. Jeffrey Donaldson

This doctor is

(1) a recently trained plastic surgeon,
(2) building a young solo practice, and
(3) prioritizes patient privacy and discretion: he has NO before and
after images on his site.

How does he

• rank on page 1 of Google results for 49 valuable search terms, and
• triple his site visits in 1 year of SEO with Search Influence?

The answer is that he is a full participant in all of his integrated marketing efforts.  He is fully engaged and works with us on a regular basis to build his presence online.

Collaboration is the key to truly maximizing a fully connected and integrated marketing effort.

It doesn’t sound like magic, but it is – it’s just talking.

And because Dr. Donaldson is the public face of the practice, and he talks to the patients, he is the front line of feedback.  And that feedback is incredibly valuable information that we as search marketers would never be privy to without talking to the doctor on a regular basis.

Tummy Tuck Columbus, Ohio

One thing he has recently shared with us is that NOT having before and after pictures has helped his practice.  He has seen patients in consultation who appreciate that he does not have a gallery on his website.

We can see clearly the usage and interest in before and after plastic surgery pictures on other sites and we wonder, would adding a gallery bring in more consults?

I don’t know, but right now, no-gallery is workin’ for him so the jury’s out.

What do you think? Would you make that first appointment without seeing some proof? OR are you one of those for whom it’s worth it not have your pictures out there?

No one who can rise before dawn 360 days a year fails to make his family rich.

Quoted from Malcolm Gladwells “Outliers: The Story of Success” in the Freakonomics Blog

Related:

When the sun comes up, you better start running

Google Buzz with its “Connected Sites”option is deeper, and perhaps more insidious, than we thought. It appears, that in addition to insinuating itself into Gmail, Gchat and Google’s mobile services, through Google My Social Circle Google Buzz is picking up information from sites listed in your Google Profile and including “Social Content” in the actual search results, blended as they might News or Video content.

My Mumbai Social Circle

I was reading a blog post from Small Business SEM’s Matt McGee this morning in which he referenced a search result for “small business reputation management“. So I clicked the link and got the following results set:

Results for Small Business Reputation managerment

In case it’s not obvious, you can see in the image above two referenced blog posts from sites I frequent run by industry friends Matt McGee and Outspoken Media (Lisa Barone).

My first thought was “Wow, that’s kind of cool. I wonder why Mat Siltala’s not there” .

And then I drilled down to see what was driving this particular social graph. It’s interesting to see where Google draws data regardless and in this case, more so because assumptions are being made about my likes and dislikes in this Google, My Social Circle by inference from other sites I frequent.

My Social Circle - Reminiscent of LinkedIn's Degrees of separation

As you can see My Social Circle includes:

• Direct connections from Google Chat buddies,
• Direct connections from sites such as Twitter and FriendFeed (that’s a lot of data)
• Secondary Connections linked by inference to my direct connections

So basically, Google has digested all of the data from those accounts I have listed on my personal Google Profile page and used them to assemble this My Social Circle idea. And, with my social circle defined, my search results are further personalized.

This is a good thing right? Google’s trying to help out and give me what I’m looking for, right?

Maybe.

At this point the implementation is pretty mild. It’s a nice leverage of the data available thanks to the Google Personal Profile page – personal profile pages which are all the more prominent thanks to buzz. And, my position that the implementation is mild is based on my usage.

I’m a business user and I keep it clean. I may be occasionally smart-alecky but other than that I don’t have anthing online I don’t want my mother to see.

If this isn’t you if you might have something to hide, and particularly if you browse on a public or work computer, you may want to reconsider whether Buzz is for you. While the idea of my industry friends who blog showing up in search results is OK for me, it might not be OK for you. And, even if you’re squeaky clean, Google sometimes gets it wrong.

Have you seen any examples of this? What searches? I’d love to see screen shots.

Hi, my name is Anthony and I am a recovering search marketing luddite.

Facebook Yields High ROI on PPC Ads

For years there have been only three internet ad services I viewed successful: Google Adwords, Yahoo Sponsored Search, and MSN Adcenter.  Don’t misunderstand; I was aware of other services.  I am a social media packrat after all, but I never considered them realistic alternatives to the holy SEM trinity. They seemed like gimmicks. As PPC manager at Search Influence, I provide these services to our clients but I never realized how truly profitable social media advertising was until I started comparing the conversion rates. The numbers spoke loud and clear – Facebook (to my surprise) was generating a high return with a significantly lower cost because of demographic targeting and editorial-like advertisements.

Facebook ad that targets keyword's in an user profile

Demographic targeting has always been the corner of successful search marketing.  Though Google Adwords has demographic targeting capabilities, it lacks Facebook’s knowledge of its users. Facebook allows internet marketers to directly advertise to their core audience based not only geo-location, age, and sex, but a plethora of user define information.

Facebook Demographic Targeting

Facebook Advertising allows you to target by:

• Geo-location
• Age
• Sex
• Education Level
• Relationship Status
• Sexual Orientation
• Keywords

Instead of trying to convince a “researcher” to click through (as you compete with nine other ads and organic results), you can use demographic targeting to directly advertise to your potential client. Showing highly relevant ads to a smaller and more focused group of viewers leads to higher quality leads and lower cost per click (cpc).

While demographic targeting is key to finding your audience, the proper verbage is also needed. Unlike search engine advertising, these users are not looking for tax specialists or new-age spa retreats. This type of user is uploading pictures from their kid’s birthday and accepting event invites.

Example of Facebook Ad

So how do you engage these users?

Write magazine-like editorial ads for your targeted demographic.

The reason magazine and newspaper ads are so successful is they provide a great value proposition to a targeted user. Incorporating graphical elements gives Facebook ads a stark advantage over search engine advertising. This element not only allows user to visually convey the ad purpose, it is also a good way to generate a higher quality click-through rate (CTR). A relevant image will always be worth a thousand plus words.

In the end, while search engine paid advertising is beneficial in capturing high-level researchers, Facebook allows you direct access to a potential client. With a well-written advert, you can lead the horse to water instead of yelling at him to drink.