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May 4 2009

The Decline of MySpace

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It seems hard to imagine just six years ago, MySpace was created, revolutionizing the internet. It can be said that MySpace was the beginning of what we all now know as social media. Two short years later, Facebook came into the picture.

Facebook has steadily grown while MySpace has been declining. It was less than a year ago that MySpace had more visitors than Facebook. However, according to comScore, MySpace had 124 million monthly unique visitors last month, a decline of 2%. In contrast, Facebook garnered 276 million unique visitors, an increase of 16.6%.

According to the graph below from Compete, Facebook overtook MySpace in December 2008 and continues its growth, while MySpace experiences a sharp decline in visitors.

While the largest demographic on Facebook is ages 18-25, the fastest growing demographic is women aged 55 and over. This could be a major contributing reason for Facebook surpassing MySpace in the number of visitors.

By now, we know that internet users are very fickle and what is today’s social hot spot could be tomorrows passing fad. By this time next year, we could start to see other social networks, like Twitter or LinkedIn surpassing these social media giants, making both Facebook and MySpace yesterday’s new.

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!

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