Article Archive by Ryan Faria


April 16 2010

Sometimes Social Media Isn’t So Sweet

by Ryan Faria

With the phenomenal growth of social media sites like Facebook, Twitter and LinkedIn, many businesses have begun creating their own fan pages within these sites.  While social media platforms are a great way to interact with your fans, friends and followers, issues can often arise when users post critical comments about your company or brand.

Nestle has received negative press by Greenpeace regarding many environment issues, which include the destruction rainforests in Indonesia to extract Palm Oil to use in their KitKat candy bars, in addition to reports of genetically modified organisms found in baby formula overseas.  “Fans” began modifying the KitKat and other Nestle logos to promote awareness about these issues. The Nestle Corporation requested that these images be removed immediately.  Their Facebook response could have been addressed in a more courteous, respectable manner.

The Nestle party responsible for managing their Facebook post began posting comments that were perceived to be offensive by fans. Upset fans forwarded the supposedly offensive retort to others, and soon word began to spread.  Not long after, the story was all over the web.  Since then, Nestle has experienced major image problems.

What can businesses learn from this experience?  Whatever social media platform your business chooses to participate in, the main point is to remain calm, courteous, respectful and honest.  Fans and followers may not always have positive things to say, however these comments can and should be addressed in a professional manner.  These remarks may also be helpful in altering and humanizing your image, while positioning your brand as a caring, customer service oriented organization.

My Mom and Dad always said, ‘It’s not what you say; it’s how you say it.’  This proclamation also holds true for social media sites.  It is always better to err on the side of caution than to avoid customer confrontations.  Address your fans, followers and even those who are not fans, professionally and you can save your company from an embarrassing situation.

March 24 2010

Stay On Top of Your Search Engine Marketing Efforts

by Ryan Faria

Any advertiser who participates in search engine marketing understands the importance of having your ads seen.  Constantly monitoring keyword cost per clicks can be difficult for just a search campaign, never mind a content campaign.  Because your ads are appearing on such a wide array of relevant sites within the content network; indicating the ad position in each site can be daunting.

Recently, Google has modified the options for content campaigns.  While excluding category types is not a new function, the ‘below the fold’ exclusion is new.  What does ‘below the fold’ mean?  According to Google, below the fold ad placements occur ‘when people need to scroll down a page to see your ads. If ads are visible immediately when someone visits a page, those ads are above the fold.’

This new feature is invaluable to ensuring that searchers are, in fact, seeing your ads.  Online advertisers have long awaited an exclusion feature such the below the fold option to not only automate content campaign ads, but improve click through rate (CTR).  Traditionally, content campaign campaigns tend to have an extremely low CTR. A low CTR indicates that your ads are being displayed, but are not being clicked on.  Even though, the searcher may not see the ad, due to its position, it is still counted as an impression.  However, the potential to greatly improve the CTR in content campaign is now possible. 

Test this option in your content campaign by accessing the exclusion option and selecting the ‘below the fold’ as a category exclusion.  Utilizing this tool is just one more way to help you stay on top of your competition.

March 3 2010

Leave a Lasting Impression

by Ryan Faria

Online advertisers are forever searching to get ‘a leg up’ on the competition.  While interesting and captivating ad copy is a way to get searcher attention; there now is another way. 

Recently, Yahoo has released a new function which allows an advertiser’s favicon to appear next to display URLs within the branded ads.  Typically, a favicon is an icon or brand logo that appears within the web browser.  Having a favicon appear within the branded ad not only draws attention, but best of all, it’s completely free.  Unfortunately, as of now, favicons are only available to appear on branded ads and keywords.

Nike Favicon

In order to have your favicon displayed within your branded ads a 16X16 pixel image and simple coding needs to be placed on the backend of your homepage.  Even amidst the new partnership with MSN; this new element is only available through the Yahoo Search Marketing platform.  Leave a last impression on searchers and establish brand credibility by participating in this program.  Since this feature is new you may want to reach out to your Yahoo representative to ensure proper implementation of this element within your Yahoo Search Marketing campaign.

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