Monthly Archives: September 2017

Previous blogs have discussed how Facebook algorithms have been changing to disable a bit of organic reach from business pages, a change that is not going down well with users but leaves them (and us) with no other choice sometimes. Just as it is another source of revenue for the social giant, many companies active on social have to start investing small amounts of money in order to keep getting the visibility they need, but without the creative wisdom of their marketing staff.

Although platforms other than Facebook offer different form of paid ads and billing options, this blog will explain the options we have and how much they cost. Many of you may have seen them by now, but it is a reminder of what’s out there, especially for new users.

Cost-per-click (CPC) – a billing option in which you pay for an ad placement when the viewer clicks on the ad.

Cost-per-thousand impressions (CPM) – a billing option for every 1,000 impressions of an ad.

Cost-per-view (CPV) – a billing option for every time someone views your ad. Some platforms also consider interactions with an ad as a view (such as clicks on the call-to-action buttons, cards or banners).

Cost per action/conversion (CPA) – a billing option for when someone completes the action you specified when optimizing the ad. Actions can include downloading an app, signing up for an email newsletter or making a purchase directly from the ad.

Cost per like – another billing option for every like obtained through the ad campaign or like given to an ad, photo or page.

The most commonly used options are CPC, CPM and sometimes CPA. They would be the ones most worth investing into as it is easy to track ROI.

What about the bidding? There are generally two options available; automatic and maximum.

Maximum bidding lets you decide how much you’re willing to spend to reach your objectives, while automatic bidding does it all for you according to your budget. Note that other platforms have other forms of bidding.

Next, how do you want to structure your budget, day to day or over an entire campaign? You have an option to choose either. However, there is always a minimum required to spend on a daily basis depending on the platform.

The amount you actually pay is determined by what’s needed for you to beat a competitor and have your ad placed. Each platform will charge you 1 cent higher than your competitor if you have the higher maximum bid. In general, the price you pay for social media ads is smaller than your maximum bid.

You don’t pay for the placement of your ad. You only pay when the user takes the action specified for your campaign (impression, click, like, etc.).

Have any more questions you’d like to ask us for your business? Feel free to reach out!

This week’s blog is set to discuss a new and emerging trend in social media marketing, resulting from the unfortunate change of algorithms with social networks, preventing Facebook pages (especially) from getting the organic reach they want on their posts. Welcome to “growth hacking“!

Growth hacking has become a new concept in the last year or so that businesses are trying to use to ‘cheat’ the system and find new ways to grow their social media accounts to get conversions. Before paid ads and post boosts became common, it was easy to reach all of your following every time you posted something. Now, you’d be lucky to reach half organically. These paid options want to guarantee a bigger reach if you show the money, but we’re unsure how well it really works in terms of ROI.

 

1. Money for Likes

Whether on Facebook, Twitter or Instagram, businesses and personal brands are now spending money to look like they have bigger numbers supporting them. However, these new followers and likes are not necessarily genuine and; going through a list of likes can see you being followed by strange looking accounts.

Buying yourself a fake following can immediately destroy your credibility after having spent so much time and effort building it initially, so why be so desperate to hurt your budget for a bigger number? If you are caught doing that, you can also get punished by the main networks.

Data insights are crucial to the strategy a business takes with social, and fake data will ruin all important metrics which will be hard to fix later on. Your business will likely respect you more if you conduct digital affairs in an honest manner. Is cheating morally and financially really worth it?

2. Team Instagram

There is a somewhat witty way to ‘cheat’ on Instagram, without spending money or feeling guilty of looking good. IG’s algorithms work in a way where engagement is key to success. So in this case, groups of people all agree to support each other’s pages by constantly liking and commenting on photos. Team effort can eventually lead to victory.

But here comes the problem. This means only a specific network of people are showing you love, while millions of others probably aren’t aware of what’s going on, or these posts won’t be visible to them, so the reach is again limited, and not great for metrics.

3. Twitter Favourites

Twitter has seen an interesting change lately, where just like Facebook, tweet likes of accounts you don’t even follow appear on your news feed, simply because someone else you follow liked that tweet. Half of newsfeeds are filled up with that, and the best tweets can get additional likes and retweets from many other accounts that don’t follow them. Twitter’s algorithms fortunately still favour organic reach, which is a huge plus for everyone involved and should make the most of it while this system is still around.

The only downside to this is ultimately the financial side, as it may not count for much at the end if businesses aren’t selling products/services at the end of it.

Play by the rules of the game, even if they don’t necessarily appeal to you. Cheat and you’re in trouble if you get caught!