Facebook Now Lets You Compare Ads, Predict Campaign Success

Credit: Facebook

Measuring ROI is one of the most important aspects of running ad campaigns. It’s also the most challenging, particularly with social media marketing. Businesses using Facebook Ads now have an easier way to see if ad campaigns will be successful by pitting ads against one another.

Facebook has updated its Conversion Lift analytics tool to help advertisers measure how effective ad campaigns are in meeting specific goals. This update lets businesses discover which types of Facebook Ads units will maximize their ROI, before actually going live and incurring charges.

Originally launched in January, Conversion Lift was designed to help advertisers see how Facebook Ads campaigns are or aren’t driving business, beyond simply looking at ad clicks. The tool also shows how campaigns are driving additional business offline. [Facebook for Business: Everything You Need to Know]

Conversion Lift works by testing ad campaigns against a control group. Ads are shown to a random test group, which sees the ad, and the results are compared to another random test group, which does not see the ads. This information is combined with different sets of data from Facebook, point-of-sale (POS) systems and other sources to determine the campaign’s effectiveness.

With the new update, businesses can now use Conversion Lift to measure ad success in reaching specific goals, such as increasing website visits, growing marketing lists, boosting sales, customer acquisition from call-to-action buttons and more. This is done by comparing different ads against one another, to see which one is more effective in reaching the desired result.

“We’re adding new capabilities to Conversion Lift that help marketers understand exactly which of their Facebook ads are driving their ad objective best,” the company wrote on its Facebook for Business blog. “Advertisers can compare multiple ads with the same objective against each other, so they can not only see if Facebook advertising is working, but [also see] exactly which advertising approaches work the best for their goal.”

The update also allows advertisers to test ads based on their content, not just the type of ad unit or campaign. For instance, businesses can compare how video ads work versus still-image ads, link ads versus carousel ads, brand ads versus direct response, mobile versus desktop and other variations.

Making this update even more valuable, it can also measure Facebook Ads’ effectiveness outside of the Facebook platform. Comparison test metrics include in-store purchases, in-app purchases and website sales.

To learn more about Conversion Lift and how to run Facebook Ads tests for your business, check out Facebook for Business.

Facebook Now Lets You Compare Ads, Predict Campaign Success

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Avoid These 5 Mistakes When Hiring an SEO Consultant

If your company is considering hiring an SEO consultant, either to assist your in-house SEO team or completely take over the entire search engine optimization effort, there are several mistakes you need to avoid.

Hiring the wrong consultant to take the helm of your search marketing effort can result in a huge mess that is not only difficult to clean up, but expensive as well. A simple Google search will bring up a bunch of consultant options, ranging greatly in skill level, experience and price. Here are five mistakes you need to avoid when hiring an SEO consultant for your company.

1. Hiring a consultant based on keyword ranking promises.

Many SEOs will try to sell you on keyword rankings. They will send you a fancy report every month that shows the position of the keywords, but how important are those rankings if they aren’t resulting in leads, sales and revenue for your business?

Image if you were ranking for two keywords, and one was ranking in the top position and the other was ranking at the bottom of page one. The keyword ranking number one only has 320 monthly searches and it was responsible for converting $1,000 in revenue the past month. The other keyword that’s at the bottom of page one has a monthly search volume of 12,200 and it was responsible for driving $7,000 in revenue the past month.

Would you rather a ranking report that highlights a number one ranking or do you want to know how much revenue your SEO campaign is generating and what your ROI is every month? Keyword rankings don’t matter. Revenue and ROI do. It’s important to work with an SEO consultant that understands what numbers truly matter.

2. Going into the relationship with unrealistic expectations.

SEO takes time. Anyone that is telling you he or she will have your website ranking in a matter of days is telling you what you want to hear in order to get you to sign the contract. An experienced SEO consultant will be able to give you an educated guess as to how soon you should expect to see increased traffic. This varies depending on your industry, competition, goals and strategy.

There are SEO services that promise results in a matter of days and some even guarantee number one rankings. Stay far away from these as they will greatly disappoint you, waste your time and money, as well as put your website in danger.

3. Hiring an SEO consultant based on lowest price.

While a $499/month SEO service might sound good to your accounting department, it’s going to end up costing you much more money in the long-run. When you really dive into what SEO entails you will understand that search engine optimization for a few hundred dollars a month is a pipe dream.

An experienced SEO consultant can charge thousands of dollars a month, depending on the campaign goals and competition. If you can’t afford an experience consultant it would be better to move slowly and attempt to do some of the ground work yourself, rather to hire a cheaper option. Low quality SEO can do severe damage to your website, requiring an extensive clean up effort, costing you more money in the long run than hiring the right SEO consultant from the start would have.

4. Hire an SEO consultant that sells pre-made packages.

There is absolutely no reason why you should be purchasing an SEO package. An effective SEO campaign is 100 percent custom and designed specifically for your website, your competition, your keywords and your campaign objectives. When you begin to search for a consultant you will often find that many will offer different package options, and these cookie-cutter packages are sold to every business.

Do you really think the same SEO strategy that is being applied to a hair salon in Boca Raton is going to be what a car dealership in Miami is going to need? Pre-packaged SEO is dangerous as well as ineffective.

5. Rely only on organic search traffic.

The worst thing you could do is put all of your eggs into one basket and have your company relying 100 percent on organic search traffic. Your traffic numbers could vanish overnight, for a number of reasons. A competitor could outrank you or Google could roll out an algorithm update that impacts your website. No SEO consultant, no matter how good he or she is, can predict what the search engines will do next.

It’s important to diversify your online marketing to include several forms of traffic, including paid search, social media, content marketing and display advertising, just to name a few. When you have several streams of traffic you can make an adjustment to increase the traffic from another outlet if a particular traffic source dries up.

Jonathan Long is the Founder & CEO of Market Domination Media®, an online marketing agency that provides Twitter.

Avoid These 5 Mistakes When Hiring an SEO Consultant