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May 1 2009

What’s the Diagnosis

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If you don’t know by now, Google likes to come up with new tools that continually improve the user experience on AdWords. Google has recently added the “Ad Diagnostic Tool. This tool is valuable because it can quickly help you diagnose the health of the keywords within your individual campaigns and determine whether they are helping your ads show.

It’s very similar to the magnifying glass icon that appears next to individual keywords within an ad group and lets you know how they are performing. The cool part is that the Ads Diagnostic Tool can diagnose all of your keywords at once, based on your choice. A user can choose to diagnose a single keyword, the keywords within a particular ad group or all of the keywords within a campaign. It even gives you the option of selecting a user location. Once you have made your selections, Google does the work.

The diagnosis that Google performs will vary from campaign to campaign and for ad groups within those campaigns. For example: I used the “Ads Diagnostic Tool” for a client and Google showed that for some keywords the ads related to those keywords are only showing occasionally based on the budget. Based on this information I can return to a client and say if these are top keywords that we want to go after, then we need to allocate more budget toward them. For another client, I ran the “Ads Diagnostic Tool” and it showed that several of my keywords had low search volume and that’s why ads weren’t showing. If no one’s looking, then your ads can’t show. Based on this information it can be decided that those keywords should be paused since there is no real benefit. Another option would be to allocate money from that campaign to another campaign that would benefit from extra funds.

The Ads Diagnostic Tool is a good way to see how keywords are performing in relation to your ad copy. It gives the user the flexibility to see what’s going on and to make the necessary adjustments. Have you checked your campaign’s diagnosis?

April 30 2009

More Changes to YouTube’s Homepage

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In an effort to give their viewing audience what they want or may be looking for, YouTube.com has come out with yet another new homepage layout. This latest round of changes comes just after the recent rumblings that YouTube, in effort to compete directly with Hulu.com, will start showing full feature movies and television shows.

In a recent blog post, YouTube explains that they did this, in part, to make the page(s) easier to navigate. You can also customize your homepage, when logged in, to add or remove specific modules.

 

Among these big changes are Spotlight Videos, which when displayed, will be more prominent on the homepage. These videos are deemed by YouTube to be the best or most relevant in the video community. In addition, to help display a wider variety of video results, YouTube is now organizing their Most Popular videos by category.

Finally, in order to have the ability to continue growing and testing out different designs, YouTube is finding new ways to get more advertisers on to the site. Recently, they changed the name of these video ads from Sponsored, to Promoted. The cost of advertising remains very low and allows for just about any business to take advantage of the large amount of viewers.

They assure their audience that more changes are soon to come, so stay tuned!

April 29 2009

Facebook is the New Grapevine

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You’ve heard the phrase “You snooze you lose” and the “Early bird gets the Worms.” These phrases are true not only in the real world but in the world of social media. Facebook as well as other social media platforms are becoming the dominate way for people to communicate and stay informed.

I was recently at a friend’s wedding reception (we’ll call her Susan to protect the innocent) when one of my former college friends asked if I was on Facebook. I told her I wasn’t really into it, but had thought about opening an account. She basically said all our friends from college were on it and staying connected. I nodded and didn’t really give it another thought. A few weeks later, I sent another college friend an e-mail and told her about the wedding that I had just attended. I thought she would write back surprised, but to my amazement she wrote back that she knew about Susan’s wedding because it was on her Facebook profile. Hmmm, no big deal, some of my friends are really into the internet. Then about a month or two later one my friends mailed me a picture of their new baby daughter. She’s almost a year old! I called my friend to tell them how cute their baby daughter was and guess what I heard. We’ve posted her pictures on Facebook. Do you have a Facebbok account? Okay, I can take a hint. 

Facebook is starting to become like a cell phone, only you don’t have to sign a two year contract or be concerned about going over your minutes. You have to imagine the person’s voice but that’s not hard. Think I’m joking. This past Sunday I was with some friends and one of them asked the other “How was your weekend, other than…….” To which my friend responded, “I guess we don’t need to talk since you can check everything on my Facebook profile. Do you get the feeling everyone’s on Facebook. Yeah, so do I.

So how can businesses use Facebook for a profit? Facebook is a great way to interact with your customers. Many companies have created Facebook pages that people can “fan.” Burger King capitalized on a Facebook weakness a few months ago. They offered a free whopper for every 10 friends that you dropped.  Facebook can be used to keep customers informed and offer them special discounts or incentives.

Not only can businesses keep customers informed, but it’s a great way to see how people feel about your company and what they are saying.  If you start to get negative posts about a certain product or service, you can quickly find a solution and post a note addressing the situation. This makes people feel good about your company. It seems that social media is here to stay, so get on board and start communicating with your fans (customers).

Posted in: Facebook

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