Social Media - 2/10 - Digital Marketing Agency

SEO and Social Media Performance Measurement

By | SEO, Social Media | No Comments


by Tracy Mu Sung

Here at MooMu Media we have put together an easy spreadsheet which you can download from our resources section to help you visualise your SEO and social media efforts compared to your competitors.

The simple comparison looks at:

– incoming links
– number of pages and
– social media participation

It is in no way exhaustive, but it can be useful to alert you to areas where your competitors are gaining strength or falling behind. Remember – information is power!

Here we have had a look at news sites in Australia. You simply fill in our spreadsheet in the following way using Opensiteexplorer.org and Google.

Comparing your competitor performance online

It should be noted that Opensiteexplorer is not always accurate. With incoming links, there isn’t really a way to double check, so you will just have to take it with a grain of salt. With social media metrics, it is easy for you to find your competitors on social media and get their actual stats.

 

If you need a quick primer with Opensiteexplorer watch our introductory tutorial below

 


 

 

Once you fill out the easy spreadsheet, on the next tab you will have some simple graphs to give you a visual idea of what is going on

Compare Linking domains

The first thing I discover is that the comparison I have chosen isn’t actually all apples with apples. You can see from ‘number of pages in site’ for abc.net.au that they far outstrip the others with amount of content. This is because abc.net.au is not purely a news site, but is also the website for the whole Australian Broadcasting Corporation – including all their tv shows.

Another interesting thing for ABC.net.au is that they are currently having a huge win in Google Plus over other online news sites – with over 40k Google Plus 1’s!

Abc.net.au performance on Google Plus
Investigation into their profile shows that it is updated once or twice daily, and gets a bit of interaction from users regarding their content. They aren’t linking to it very visibly from their site, but they do have a lot of their iView content featured on YouTube. How are they getting all these Plus 1’s? One clue is that they seem to be often a ‘featured site’ within the Google Plus interface.

So, that’s one interesting thing we discovered about this group of sites – what’s going on with the competitors in your niche?

Advertise On LinkedIn Home Option Screenshot

A Beginners Guide to LinkedIn Ads

By | Social Media | No Comments

Written by Nicolas Vargas
 
LinkedIn advertising is a service which allow users to create and manage ads within this professionals networking platform. LinkedIn Ads are supported in more than 50 countries around the world and the service is supported in many languages.
 
If you’re wondering why you should try LinkedIn Ads, you have to keep in mind that LinkedIn is the world’s largest professional social network which means you can reach influencers or decision makers such as Business owners and Marketing Directors, which could be a good opportunity for almost any kind of business.
 
Currently LinkedIn Ads offer two pay options (PPC) or (PPM):
 
Pay per click (CPC) : As with many other platforms you pay only when someone clicks on your ad, the minimum bid required for LinkedIn is $2.00
 
Pay per impression (CPM): With this option, you pay when your ad has 1,000 impressions.
 
The only payment method currently available on LinkedIn ads is credit card and you can’t pay in advance for your ads
 
Where Can you see your ads?
 

  • Other Users Profile Page
  • Users Home Page
  • Users Inbox Page
  • Search Results Page
  • LinkedIn Groups Pages
  •  
    Here you can see an example of an Inbox page with LinkedIn Ads, all the other pages have the same ads sections
     
    LinkedIn Ads On Inbox Pages Image
     
    LinkedIn also offers promotional coupons to encourage people to use LinkedIn ads, but be careful, when you exceed the credit on your coupon you will be charged.
     
    Note that you have to pay a $5 activation fee, even if you have a LinkedIn Advertising Promotional Coupon.
     
    The Process to Create an Ad
     
    1) First of all you need an account in LinkedIn. It can be either a personal or a business one, so just login into your account, go to the home section and click on “Advertise on LinkedIn”
     
    Advertise On LinkedIn Home Option Screenshot
     
    LinkedIn Ads Start Now Image
     
    2) Linked in will ask you for an ad campaign name, Ad Language and the Media Type (Basic for image and text)
     
    You can choose between two options for your ad destination – website or LinkedIn Profile There’s no difference between the ads if you choose a website vs LinkedIn profile as your landing page.When it comes to the landing page selection, it’s up to the aim of your ad . For example, if you want your customer to register for your newsletter you probably will use your website, but if you want to increase your followers on LinkedIn you will use your LinkedIn profile as a landing page
     

  • Write the headline (Max 25 characters)
  • Description (Max 75 characters)
  • Add the image (50×50 pixels) if you want an image ad. In this example we made a text ad.
  • The ‘From’ section allows you to add your business name, from a list of Institutions which are within your profile
  • The Ad variation option is useful for A/B tests for multiple ads
  •  
    LinkedInd Ad Maker Interface Image
     
    3) Targeting: You can target your audience using these options
     

  • Location: Country, Area
  • Company: By name or Category
  • Job Title: By Job title or Job function
  • School: Name of the school
  • Skills: List of skills
  • Group: LinkedIn Groups you want to target
  • Gender: Male or Female
  • Age: 18 to 55+
  •  
    Linked In calculates your estimated audience based on your targeting.
     
    Here is an image with the estimated Audience for our example.
     
    LinkedIn Ads Estimated Audience Box Image
     
    4) Payment options
     

  • Payment Options: here you can choose CPC or CPM
  • Daily Budget: The minimum amount is $10 per day
  • Lead Collection: Include a button in your ad which helps users contact you It is Free
  • Campaign Duration: here you can choose how long your campaign will run for.
  •  
    5) Finally there will be a normal checkout process where you enter your payment information.
     
    Want to Learn more about LinkedIn Ads?
     

  • Best Practices for Advertising on LinkedIn
  • Google Authorship and Author Rank

    By | Google Plus, Google Plus | No Comments

    By Nicolas Vargas
     
    Screenshot of google trends of Google Authorship Term 
    Interest in ‘Google Authorship’ has been rapidly rising in recent months – do you know what it’s all about?

     
    Let’s start at the beginning
     

    What is Google Authorship?

     
    This is a project powered by Google which aims to connect authors with content they have written, through Google + . 
    Some of the arguments that Google put forward to justify you signing up to the project are: 

    • Verifies your content in search results.
     
    • Allows people to connect to people (get involved with the authors and vice versa)
     
    • Spread authors content thought the web.
     
    • Strong weapon against spammers
     
    • Improve search results (high quality content)
     
    • Your image will appear next to your article in the search results, making the entry stand out more, and likely to increase click through rate.
     
    Screenshot of a Moomu Staff Memeber Author Rank

    The process is pretty straightforward ( it is a lot simpler now than it was a few months ago) 
     
    1) Build a Google + profile
    2) Sign up for Google+/authorship and
    3) Verify your account or link to your content from within Google Plus
     

    What is Author Rank?

     
    Author Rank is the grade that Google gives you according to your social reputation as an author.The more good content you make, the more you’re going to improve your reputation and your Author Rank.
     
    One of the big changes that people expect with this author rank is the implication that this new variable is going to have on a sites ranking.
    Search results are already being impacted by Google Authorships and you will see these changes regardless of whether you are logged in or out of Google +
     
    ”Author Search result”Srcreenshot of an Author Rank Search Result
     
    According to Google these changes are good for users and for the web. So it’s better to be part of it than be out of it.

    Facebook Ad Testing

    By | Facebook, PPC | No Comments

    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!
     

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