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Twitter for Business – Promoted Products

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Written by Nicolas Vargas
 
Twitter, like the other major social networks, offers special services for businesses wanting to take advantage of the powerful environment that this platform provides.  Giving businesses the opportunity to interact in real time with their customers and prospects, the aim of these services is to connect and engage business messages with real people.
 
Once you understand the main objectives of Twitter for businesses you can decide which of their services best suit your needs for integrating Twitter into your Digital Marketing efforts.
If you are wondering why you should consider Twitter as an Online Marketing tool consider that there are over 340 million tweets sent each day, and over 140 million active Twitter accounts. (Note that you don’t need to target this whole audience, you can target by Area or Platform.)
 

Promoted Accounts


 
Promoted Accounts are useful to increase your number of followers. Promoted accounts are located in the Who to Follow section (identifies related accounts and followers) and are highlighted in Twitter Search.  Promoted Accounts appears to users who have related interests to your business and can be geo-targeted.
 
 
 
 
 

Promoted Tweets

Twitter Promoted Tweet
 
Promoted Tweets are useful to spread business messages within the Twitter community . They can be targeted by location, device and you can choose where to show them;
• Search: Appears when people search on Twitter.
• Timelines: Appears at the top of users timelines
• Followers: Your message in front your Followers
• Users similar to your followers: Appears on people with related interest for your brand
 
Using Promoted Tweets you pay by Cost-per-Engagement (CPE), which means you only pay for retweets, replies or clicks.
 

Promoted Trends

 
twitter Promoted Trend
 
Promoted Trends help you generate conversations around a topic of your choosing (for example a product launch), and can result in huge exposure. The promoted trends appear in the normal Trend section and you can identify them by the “Promoted” mark.
 
Promoted Trends are available for all the Twitter users, they can interact with the Promoted Trends in the same way that they do with other trend topics, and the interaction is available for the time they are being promoted.
 
Cost of a promoted trend was $120,000 per day 18 months ago, with no more recent figure.

Websites We Follow – Tracy

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by Tracy Mu Sung

Online marketing blogs

We’ve seen Nicolas’s favourite sites to follow, and now it’s my turn. To be honest, there is a bit of crossover. I love Smashing Magazine,  I used to read Business Insider when it was Alley Insider, and I am on Econsultancy’s email listing.
But those aren’t my favourites or must-see’s. Here is my personal list:

I think it is an absolute must for online marketers to subscribe to all the Google blogs relevant to them – and there are a lot! Here you can keep up to date about the latest in new features in Google. The Inside Adwords and Google Analytics blogs are particularly good, because there are so often changes to these products.
Google Enterprise

Inside Google Adwords

Inside Search

Webmasters Central

Google Australia (or your local, of course)

Official Google blog

Google Analytics
(Is it bad that I recommend all these but I don’t subscribe to the blogs of any other search engines?)
One PPC blog I do trust, and have for a long time, is www.PPChero.com. This was one of the first PPC blogs I found which was consistently updated with high quality content. They also have an SEO blog, but I don’t rate it as high, although it is still quite good.PPC blogs
For SEO advice, I have to say SEOmoz.org of course. There is almost a paranoia about not reading SEOmoz, you’re wondering what you are missing out on. To be honest, I do stick to the main SEOmoz blog, and don’t really delve into the YouMoz blog that often.
An SEOmoz offshoot, I love to read the blog from Distilled.net. Their articles are filled with creative, strategic link building and content creation ideas. I find it very inspirational. No lists of directories or ‘tricks’ here.
For analytics there are two super experts I like to follow – Avinash Kaushik and Justin Cutroni.  However, let it be known that these blogs are not for ‘quick updates’. These guys specialise in highly educational, in-depth posts, which you really need to set time apart to digest. Don’t skim through them.
If you work with sites on WordPress – or even if you don’t – Yoast is a must read resource. He specialises in the niche of WordPress optimisation, and is the creator of many popular SEO-friendly plugins for the CMS.
Ok, this is getting a bit long for a list of  ‘favourites’, so I’m going to end it here with one non-online-marketing site. I read Inc.com for general business inspiration. If you work in business or marketing, reading articles on here is like a caffeine hit – it really gets me motivated about my own business and my clients businesses!

Facebook Ad Testing

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Written by Tracy Mu Sung
 
Testing Facebook Ads

 

Do you assume that because you know how to use Microsoft Ad Center, or Google Adwords, you will automatically be awesome at creating and running Facebook Ads? Well, unfortunately, I’m here to tell you that a lot of the assumed knowledge from other ad platforms, like Yahoo/MSN, Google Adwords and Bing, is not necessarily true for Facebook.
 
For example, did you know that when creating your Facebook ads for the first time, you should make multiple versions to test them? Of course, because that is what you do in normal ad testing! You create two ads which differ in only one respect, run them against each other, see which one does better, pause the low performer, then test another aspect of the ad. Repeat ad nauseum.
 
But with Facebook ads, it is slightly different. First of all, Facebook will not offer rotation settings for you – you need to accept Facebook’s default rotation setting, which is basically – Facebook quickly decides which of your ads is performing best and shows that one more often. Very quickly, your poorer performing ads will drop off.
 
For this reason you need to;
 
1. Put up 3 or 4 ads at once which differ in only one aspect. E.g. make the same ad with four different images or four different action words.
 
2. You need to make those ads go live as close together as possible. Don’t go have lunch after making 2 ads, and decide you’ll make the other 2 later. Facebook will have already decided on a winner, and then your 2 new ads won’t even get a look-in.
 
3. If at any point you want to test a new ad, you’re going to have to create a new campaign and recreate your existing ads in there. Otherwise, Facebook will never give your new ad a chance, because it is competing with the history of the other ads.
 
Bonus Tip: If you don’t test your Facebook ads (what?!), you do need to at least keep your eye on ‘Frequency’. This will tell you how many times the average user in your audience has seen your ad. When it gets up to 10 – time to refresh your ads!
 

Why Shoppers in China Don’t Use Search Engines

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by Liliya Akhtemova – Intern at MooMu Media

You might remember that we posted a few weeks ago some interesting facts about online shoppers in China.
 
One of the most interesting discoveries for us was the fact that Chinese shoppers are developing the habit of not using search engines to find products online.
 
The Boston Consulting Group found that the relationship between search engines and retailers in China is very different to those in other countries. In China, the biggest search engine is Baidu, and the biggest online retailer is Taobao.com. Taobao.com blocks the Baidu search engine spider, meaning that if a shopper searches in Baidu – they will not see any Taobao products, (which accounted for nearly 80% of ecommerce volume in 2010).
 
This is resulting in China’s online shoppers preferring to go directly to TaoBao and bypassing search altogether, which makes their online shopping behaviour markedly different from that in other markets.
 
Back in 2008, TaoBao blocked all the search engine spiders – Yahoo, Google and Baidu. Baidu was targeted because it had launched its own C2C platform, which would be a competitor for TaoBao. The other search engines were partially blocked in an effort by TaoBao to reduce fraud.
 
In China, the majority of shopping searches take place within the online shopping platforms, although some searches are undertaken in normal search engines to collect information and compare prices between shopping websites. According to the China Intelli Consulting Corporation – around 80% of online shoppers surveyed rarely or never use search engines.
 
What does this mean for businesses? If you want to target shoppers in China, you need to look beyond normal search engine marketing techniques. You can’t simply target your website to China or operate a pay per click campaign in Baidu. You have to be aware of the biggest and most important platforms for your customers, and you need to operate through those.
 

Earlier in November twelve search engine companies met in Beijing at the Ministry of Industry and Information Technology. The parties agreed to use robots.txt protocol, an industry convention, to tell cooperating search engines what information they can and can’t crawl on websites. This is to protect internet users from having their personal information mined and made public. Accusations of data mining and browser blocking have flown between Baidu (China’s biggest search engine) and Qihoo 360 (launched in August 2012, and already the second biggest search engine).
 
At around the same time as these meetings were going on, Google was completely blocked in China for 12 hours by Government authorities.

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