Ad Blocking: The End of Advertising as We Know It by Jonah-Kai Hancock #ASE16

IAB L.E.A.N Ad Standards:
  1. Light file size, with strict controls on data calls, which affect latency
  2. Encrypted. All supply chain transactions should be https/ssl compliant.
  3. Ad choices supported. All ads should support consumer OBA opt out.
  4. Non invasive or disruptive. Ads should not interfere with the user experience. Includes covering content and sound defaults.

 

IAB D.E.A.L:

  1. Detect ad blocking, in order to initiate a conversation
  2. Explain the value exchange that advertising enables
  3. Ask for changed behavior to maintain an equitable exchange
  4. Lift restrictions or Limit access in response to consumer choice

Ad blocking Primer: iab.com/adblockingprimer

 

Google A.M.P:

  1. A. Accelerated
  2. M. Mobile
  3. P. Pages

 

5 Key Learnings:

1.Advertising
There are a lot of people who are not happy with the current degree of advertising and monetization on the web and mobile.

2.Ad blocking: who’s doing it?
It’s not just one demographic or one group. It is growing…

3.Mobile ad blocking: largely ineffective
Current solutions do not actually block the majority of ads served on mobile.

4.Revenue replacement
There is just no way that a tip-jar style pay-as-you-go solution for compensating publishers is doable industry-wide.

5.If The Content Is Missing
People are willing to turn off ad blockers, if they can't see the content they want.

 

Little-known Facebook Tips for Businesses #ASE16

 

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fb.com is a URL shortener for all Facebook.com addresses.

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You can invite people who “like” your page post to “like” your page. To do this, click the number beside reactions, this brings up a lightbox with a list of those who have reacted to your post. You’ll see an “invite” button beside those who aren’t already connected to your page.

Click “Invite” and they’ll get a Facebook notification. The next time they navigate to your page, they’ll be reminded of the invitation and see a call to action to like your page.

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Acknowledge those who share your posts. Click the number of shares beside your post and you’ll see a lightbox that displays the public shares of your post. In this view, you can react or comment as your page. I routinely “love” every single share.

 

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Sometimes, you update the featured image, title, or meta description of your post after you’ve shared it to Facebook. Before, you would have to delete and repost, losing the existing engagement. Now, you can force Facebook to rescrape your page to refresh their cached version, then click “Refresh share attachment” to dynamically update this information.

This feature is useful when you note a mistake or wish to alter your featured (og: image) image.

It can be tricky to find this link, as you must first click the time/date stamp to isolate the post. Click the dropdown and you’ll see the option.

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You can restrict who can see your posts, even when they visit your page. Narrow the audience by age, gender, location, and language.

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In addition to restricting the audience, you can choose your preferred, organic news feed targeting. Facebook has certainly put the screws to business pages over the past few years. The more effort you put into targeting your audience, the more effective your Facebook marketing becomes.

Your audience preference is interest-based according to the following categories;

  • Entertainment
  • Family and relationships
  • Fitness and wellness
  • Food and drink
  • Hobbies and activities
  • Shopping and fashion
  • Sports and outdoors
  • Technology

ASE16-nathan-smith-7bbbb.016There are endless combinations targeting possibilities for your advertisements. While all audiences are unique, you can do some recon by seeing what targeting strategies your compeitors are using.

When you see an ad, click the dropdown on the right side of the post, then click “Why am I seeing this?” This action brings up a window that indicates at least some of the targeting criteria used in this ad placement.
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Have you ever seen a recurring ad with your friend’s face attached to it? While your friend did nothing wrong, perhaps it made you annoyed with them. “Bob likes Wix.”

In your profile settings, you can choose to not allow Facebook to pair your social actions with paid placements.
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Have you ever seen a post you’d like to follow, but didn’t have anything to immediately add to the conversation. Maybe someone asked a question in a group, and you would like to see the answers. You don’t have to comment with a period or like the post.

Just click the dropdown at the right side of the post and choose “Turn on notifications for this post.”
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Another scenario is when you’re skimming Facebook during your word day. You see an interesting article that you don’t have time to read at the moment.

Instead of trying to recall who shared it to find it later, click the dropdown and then “Save post.”

Your saved posts are collected in a tab in the left column.

Facebook will also send you a reminder email if you haven’t read it.
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When people comment on your posts or they post to your page, there is an option to send them a private message as your page. This is especially helpful for customer service issues.
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Not so long ago, Facebook’s customer service was on par with Google. Yeah, non-existent.

Things have gradually changed for the better. Recently, Facebook has launched monitored email and live chat avenues for customer service.

Live chat was initially launched specifically for their ad customers. If I had an issue that wasn’t directly related to advertising, I would begin with a question about ads and would spring my real concern when the agent would ask “is there anything else I can assist with?”

Recently, Facebook has expanded the live chat to cover all business purposes.
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Go to your page and click “notifications” then “activity” to reveal mentions and shares you may have missed.

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A timely post about a trending topic can give your post a boost in reach. Public posts display in the public feed of trending topics. When FB users click on a trending topic (right side of news feed), they may see your post.

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On your page, click “messages”, scroll down to the bottom and click the “i.”

Select “Response assistant”

Alternatively, click “settings” then “messages”

Set your response time

You also have the option to set up a series of automatic messages.

  • A customized away message for when you’re not able to quickly respond to fans
  • A personalized message that is automatically sent the first time someone sends your page a private message
  • A specialized greeting that displays in messenger before a message is sent

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Messages can include the person’s name and/or your URL.
facebook login approvals unrecognized browser

Last week, I was alerted to a login attempt on my Facebook account. Had I not enabled “login approvals” or “login alerts”, my account would’ve been compromised.

Facebook login approvals require a generated code to access the account via a new device or browser.

Facebook login alerts let you know when there is a suspicious login attempt on your account.

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It can be difficult to grasp the targeting options that are available with Facebook ads. This post includes an infographic that provides an overview of most of the options.

Podcast to Explode Your Audience & Authority by James Martell #ASE16

Takeaways:

Develop content for ideal customers
– Solve their problem
– Reach new audiences – over 1 Billion people are using Apple iTunes, 245 Mio iHeartRadio,
– Develop a professional brand

Easier way to build relationships
– Intimate
– They get to know, like and trust you
– You influence them

Demonstrate expertise
– Case studies
– Success stories
– Tips and strategies

Podcasts are easy to listen to
– Apple Car Play
– Android Auto
– Listen on phone, people like listening to audio

Spread the message on the net
– Selling while you sleep
– Creating warm to hot leads

Expand circle of influence
– The podcasting ripple effect

Solve a content problem
– Easy to create (e.g. with Spreaker.com)
– Hardware is cheap

Timing is perfect
– People are used to listening to podcasts

Easily repurpose your best episodes
– transcript
– infographic
– ebook
– print book
– video
– slideshare
– feature article
– guest post
– guest interview
– checklist
– newsletter, …

Save Time
– Shorter sales cycle
– Instant customer call
– Ready to do business
– 24/7

 

Dojo Google Updates Link Building Tools and SEO Lessons by Jim Boykin #ASE16

Takeaways:

– Submit your disavow URLs now, before the next update!
– Use Google Webmastertools
– Check backlinks to http, https, www version of the site
imninjas.com/google-backlinks

Broken Link Backlinks – find what was on the page via waybackmachine, rewrite, reach out to website
Who else is linking to that page?

 

Trusted Links

– Trust Bait Link Building
– Broken Link Building
– Competitor/Neighborhood  Link Building
– Natural Link Building plus social signals

 

Grab top 1000 results

Check those pages to find the pages where there are 7 or more external link on those pages.
Write to them and see if they’ll add your link to their page.

 

Identify 3-10 of your competitors

  • Download their backlinks (Moz, Majestic, Ahrefs)
  • In a sense, do a disavow, leave only the good links.
  • Group the links in categories: Blogs, forums, news,  articles, resource pages, etc
  • Make a list of sites you feel that you can get a link from
  • Try first to get a link on a page that also links to the competitors (good co-citation)
  • If you can’t get on the page, try to get on the site

Testing Is Not CRO But It’s Still Darn Important #ASE15

  • Types Of Tests: Synchronous – Asynchronous, Sequential Testing, A/B/…/N, Testing Multivariate, …
  • Testing: You’ll Get Page Conversion Data (Not Element By Element) – Better For Low Traffic Sites
  • Testing Some Rules: Isolate Individual Elements If You Don’t Isolate Elements, DO NOT attribute the lift or loss to any single element
  • Multivariate Testing You’ll Get Element By Element Data Don’t Run If Less Than 100k Pageviews Per Month
  • TESTING HELPS GUIDE DECISIONS AND IMPROVE THE USER EXPERIENCE WHILE BOOSTING PROFITS
  • NOT EVERYONE CAN OR SHOULD BE SPLIT TESTING
  • NOT BEING ABLE TO TEST DOESN’T MEAN NOT BEING ABLE TO OPTIMIZE
  • THERE ARE PLENTY OF WAYS TO BOOST CONVERSIONS OUTSIDE OF SPLIT TESTING

Part 1 Can I Actually Run A Test

  • Testing Eligibility
    • ~100 Conversion Per Variation
    • Run for at least a full week
    • Not run longer than 8 weeks
    • Test can reach 95% confidence in this time frame
  • Problem: Not Enough Conversions
    Solution: Run Longer
    Secondarily: If Outside Of 8 Week Testing Window – Don’t Test It
  • VARIABLE NUMBER ISN’T THE ONLY THING THAT DICTATES TIME!
  • THE PERCENT LIFT IS A HUGE TIMING FACTOR
  • In order for this test to get statistical results, it would require a 10% lift
  • AND SO IS THE CONFIDENCE RATE. But we’ll talk more about that later
  • Does Your Page Get Enough Daily Conversions? YES / No / Can’t Test – Sorry!
    Is There A Big Enough Lift Potential?* YES / No / This Is A Testable Page / Can’t Test – Sorry!
    *With An Appropriate Confidence Rate/Index

Part 2 Should I Actually Run That Test

  • THE CONVERSION HIERARCHY
  • Functional: Does the page work and do what it’s supposed to?
  • Accessible: Can people of all skill levels on any device use the site? What are the barriers on the site?
  • Usable: Can people understand your site, i.e., is it user friendly?
  • Intuitive: Does the site have a logical flow? Does the offer match the source?
  • Persuasive: Is your site convincing people to buy or take an action?
  • “For every test you run, there are an infinite number of other tests that you could have run” – Justindamus 120 AD

Part 3 How To Optimize If I Can’t/Shouldn’t Test

  • You Have A Few Options
    • Evaluate Your Offer
    • On-Site Retargeting
    • Changes Based On Qualitative Research
  • EVALUATE YOUR OFFER
  • It’s not a traffic problem, it’s an offer problem
  • It’s not a testing problem, it’s an offer problem
  • You might have to head back to the drawing board completely. Does your product/service provide real value?
  • You also might be going after the wrong traffic source. Identify if your ideal customer is ‘hanging out’ on the traffic medium
  • TRY ON SITE RETARGETING!
  • What is On Site Retargeting? Evaluating current interactions and providing a relevant offer based on these interactions.
  • PAGE CHANGES BASED ON OPTIMIZATION RESEARCH
  • Here are a few things to try
    • Click/Scroll Tracking
    • Usability Testing
    • User Surveys
    • Session Recordings
  • CLICK/SCROLL TRACKING
  • People who actually scroll to the bottom click
  • Not enough people are scrolling that far down ~15% of all clicks on this page are on the nav bar
  • Try a shorter variation to get people to scroll to the CTA. Add multiple CTA buttons at areas where scrolling is highest. Hide the nav bar on this page
  • USER SURVEYS
    • Was it was easy to find what you were looking for?
    • Were the words/vocab used to define categories/sub-categories clear to you?
    • Do you have any suggestions to improve our website navigation?
    • Does our website look credible to you?
    • Is our pricing clear?
    • Is there anything else you’d like to know before signing up with us?
    • Will you shop with us again? Why/why not?
    • Do you think the form has any confusing/unnecessary input fields? QUESTION IDEAS
  • SESSION RECORDINGS
  • Shows individual recordings of a user interacting with your site. Unlike heatmaps, this isn’t aggregated data
  • Really blow their mind with a real life user recording with audio

TRICKS TO TEST WHEN YOU DON’T HAVE THE TRAFFIC

  • USE MICRO CONVERSIONS AS INDICATORS
  • Test Length Minimum Conversions
  • LOWER THE CONFIDENCE THRESHOLD

 REMEMBER!

  • SPLIT TESTING IS NOT OPTIMIZATION…
  • IT’S AN OPTIMIZATION TOOL
  • SPLIT TESTING CAN ACTUALLY HURT A COMPANY
  • SO PRACTICE SAFE TESTING WITH A PAGE THAT MATTERS