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The Beginner’s Guide to Facebook Advertising for Mobile Apps
You have a mobile app: check!

Your Facebook and/or Instagram Business Pages are set up: check!

Your Facebook Ads Manager account is set up: check!

Perfect. Now you want to get more people installing it, using it, and re-engaging with your app over time. Right? Well, you’ve certainly come to the right place. In this complete guide to mobile app advertising using Facebook ads, you’ll learn how to get started by:

Registering your mobile app with Facebook
Selecting your campaign objectives
Targeting your audiences
Creating exceptional Facebook ads
Let’s get to it!

Register your mobile app with Facebook for Developers

Before we dive into Facebook Ads Manager and set up our first mobile app install campaign, you will need to register as a developer on Facebook. If you are not a developer, share this instructional link with your developer so they can assist and get everything set up in the App Dashboard.

Here, you will learn how to register your app, install your iOS Software Development Kit or SDK or your Android SDK, add any app events that may be important for your goals and business, and more. While installing the SDK is optional, we highly recommend doing so to our clients as it can provide a higher level of tracking and ad targeting, thus, more insights. As advertisers, the more we can get, the better, as we can use that information to make informed decisions, create custom audience, and optimize our app campaigns. Adding app events is also optional, but we recommend setting these up as they relate to your business (such as app install, app launch, add to cart, in-app purchase, etc.). That way, you can better serve your ads to people who are most likely to take an action and create custom audiences using this information.

Now sure if you’ve already done this? Want to make sure you registered correctly? You can easily see if your app is registered and all set to run in campaigns by entering your Facebook App ID into Facebook’s App Ads Helper.

Set your mobile app campaign objectives

Once the above initial steps are completed, let’s dive into campaign set up. There are two main Facebook campaign objectives that you’ll want to use: App Installs and Conversions.

App Install campaigns

If your goal is to drive mobile app installs, select the “App Installs” campaign objective when creating a new campaign.

This campaign...
Instagram Ads for Real Estate Marketers: 10 Best Practices
Sometimes I think I should quit Instagram because I spend so much time on the platform each week, but then I realize that I’d depriving myself of a true guilty pleasure that carries me through each day. Why? Because who doesn’t love scrolling through pictures and videos posted by friends, family, and business you love? And I’m not the only who feels this way. According to recode, the average Instagram user spends 53 minutes per day on the platform.

In the world of real estate, there couldn’t be a better place to advertise than a visual and popular space like Instagram. Real estate marketing can be extremely challenging: competition is steep, and trust is often hard to gain. But if it’s done well, the return is often worth the investment. Instagram is a great platform for real estate marketing—people typically go on Instagram to see beautiful things, so why not show off your beautiful properties?

Here are a few more reasons why you need to start advertising on Instagram NOW.

Why advertise on Instagram?

Over an eighth of the 7.7 billion people on the planet use Instagram, so why not be where the people are?

Not only is Instagram one of the most used social platforms in the world, but it is also still a relatively untapped market for real estate marketers. According to, only 14% of realtors are on Instagram. At the same time, 83% of all home buyers reported wanting pictures of properties online. So not only is your audience likely on Instagram, but these prospective homebuyers also want to see pictures of your listings. That sounds like reason enough to advertise on Instagram.

If you’re ready to dive into the Instagram advertising world, here are 10 best practices to get you ahead of your competition.

1. Set defined goals

Why are you advertising on Instagram? Is it to engage those people searching to purchase their first home? Or maybe you’re going after renters who are willing to sign a year-long lease? Perhaps you’re looking to tap into an entirely new market or even just raise awareness amongst the location your real estate firm is serving? Whatever your goals are, the first step to configuring a successful Instagram advertising campaign is defining them.

Setting defined goals ahead of time will help you go through the flow of configuring your first advertisement when you choose your campaign...
5 Content Marketing Statistics to Improve Your 2019 Strategy
Content and its promotion have come a long way in the past decade.

Back in 2009, content marketing was still just content production and focused on improving the writing you have on site. Off-site marketing practices were still in their infancy, and a mere five years ago, some were labeling it unsustainable.

Today, as 74% of B2B buyers do extensive research before making a purchasing decision, we can state with a high level of assurance that content marketing is not only here to stay, but it is also one of the most rounded yet customizable digital marketing tactics you could choose to employ.

Think of it this way: Content marketing can help you acquire leads, boost brand awareness, improve media relations, and shorten buyer cycles—most importantly, it can be a lot of fun.

Take the example of the CB Insights newsletter, which is funny, informative, and provides real value without you even having to click on a link.

Or think of the Share a Coke campaign, which allowed consumers to personalize their bottles.

And then there is Hootsuite’s Game of Thrones-inspired video, which is probably my favorite blend of mainstream and creative to date in a campaign.

Clearly, content marketing works.

However, the one thing marketers tend to overlook is that a successful campaign relies on numbers, facts, previous experiences, and a lot of research. Even the most fun to experience campaigns have not been pulled out of thin air. The creativity behind these campaigns might be spontaneous but make no mistake—there was a lot of mundane analysis involved as well.

Here are five content marketing statistics you can use to fuel your 2019 campaigns for surefire success.

1. You need content marketing now

This might seem basic, but it’s worth noting that now more than ever you need content marketing in your overall strategy. 70% of B2B content marketers say that their efforts were more successful in 2018 than in previous years.

If you are not investing in this marketing channel yet, chances are your competition is, and you will be left eating their dust.

And even though it can be intimidating if you have never done it before, setting a content marketing budget is the first hurdle you need to tackle. Here are some average numbers you will find useful:

Topical videos cost $631
White papers cost $959
Motion graphics cost $156...
News: Google Sunsets Bid Strategies, Tests New Shopping Ad Placements
It’s time for another edition of my favorite feature on this here blog: the online advertising news round-up! We’ve got Google sunsetting automated bidding strategies, Instagram thriving as an ecommerce platform, Walmart generating hype around its ad offering, and more.

Google to sunset two automated bidding strategies

Beginning in a couple weeks, you’ll no longer be able to add Target Search Page Location or Target Outranking Share as automated bidding strategies. In the coming months, if you still have campaigns using these strategies, Google Ads will automatically migrate them to Target Impression Share instead.

Rolled out to advertisers in November of last year, Target Impression Share is a Smart Bidding strategy that automatically sets your bids in real time to help you achieve your impression share goals. Using this solution involves two key pieces of information: (1) whether you want to target the absolute top of the page, the top of the page, or anywhere on the page; (2) which level of impression share you want to attain. For example, you can tell Google Ads that you want to attain 75% impression share at the top of the page. Although you don’t have control over individual bids, you can set a maximum CPC bid cap.

So, why is Google sunsetting two automated strategies in favor of Target Impression Share? Whereas Target Search Page Location and Target Outranking Share give you the option of manually setting bids—and letting Google Ads adjust them as need be—Target Impression Share is almost completely automated. Once you select your desired part of the SERP and an impression share goal, you hand over the reins. There are no manual bids. This decision is likely due to Google’s increasing emphasis on machine learning and auction-time bidding.

Gen Z’ers and millennials are shopping on Instagram

Among UK residents, 39% of consumers aged 16 to 24 and 34% of consumers aged 25 to 34 have made purchases through Instagram, according to data and analytics firm GlobalData.

Shopping on Instagram is a tool for ecommerce advertisers that enables them to tag their products for sale in their News Feed and Stories content. Initially rolled out in March 2017—and substantially ramped up earlier this year with the rollout of Checkout on Instagram—Shopping on Instagram is designed to capitalize on users’ tendency to use the platform as a source of...
WordStream's First Annual Core Value Awards
Back in 2013, Ralph Folz, our CEO at the time, led an initiative to identify the qualities and actions that WordStream as a company and its employees would strive to embody in their day-to-day performance. These core values, Ralph explained, were important for establishing standards as the company was rapidly growing:

These values are the essence of our company. These are not just words on paper, but something we will strive hard to live by, and we expect you to hold us accountable to them.

Accountability was key here. The exercise could easily have been finished and filed away—instead, we’re still talking about these values years later, while making decisions for the product, while interviewing new hires, while on client calls.

With the inception of the core values came the employee recognition program, a venue to call out peers for exceptional work or exemplary portrayals of a particular value. Back then, this venue was a bulletin board with public notes:

WordStream has grown significantly since 2013, so the bulletin board system doesn’t quite work anymore. But peer-based nominations have remained a big part of core value recognition. Our marketing team meetings always start off with a quick round of off-the-cuff core value recognitions. Each month, employees nominate each other for core value recognition in the company-wide meeting.

And this year, WordStream held its first annual Core Value Awards.

(Notice that’s “first annual” already? More on that later.)

Recognizing exceptional employees

The goal of WordStream’s Core Value Awards was simple: to celebrate exceptional employees.

“There are different successes that we want to recognize and celebrate at WordStream,” CEO Howard Kogan explains. “Some of those things are business metrics. We recognize and celebrate someone retaining customers or making sales. We also celebrate customer-oriented wins, whether that’s a customer’s success or an outstanding customer relationship. But these core value awards are about celebrating employees, not for business metrics or customer wins, but for embodying the values of great teammates.”

Naturally, then, the nominations were peer-based, too.

With an anonymous, peer-driven nomination process, these awards wouldn’t just be managers or execs recognizing the same visible, vocal high-performers. “You can be the quietest person in the room,” Howard...
The Complete Beginner's Guide to Quora Promoted Answers
Back in October 2018, Quora Ads announced three new betas were going to be added to the platform: CPM bidding, Auction Insights, and Promoted Answers. Promoted Answers caught my eye because I loved the mix of organic and paid marketing. If you or other members of your team have crafted amazing content that could help out a lot of people, you can now promote your awesome content to a wider audience on Quora. Almost think of it as the Quora Ads version of a boosted post. Also, you may be able to rely on people outside your company to write the answers for you. (Teaser alert! I’ll explain this very soon).

In this guide, I’ll show you what Promoted Answers are and how you can use them to increase brand awareness and build authority in your industry.

What are Promoted Answers?

I am not going to say Quora is just a Q&A site, but if I had to give a simple explanation of what Quora is, I’d say that Q&A is the main bulk of the site’s content.

With the Promoted Answers ad type, advertisers now have the opportunity to push a question to the top of the page—which will, of course, also push your answer to the top of the page, too. Users can start reading the answer, then click a “more” link to read your entire answer if they choose.

Image via Quora

When Quora announced this new feature was out of beta and ready for everyone, it recommended the kind of answers that advertisers should boost: “Choose high quality answers that adhere to our content policy guidelines.” With this new format, your answers are more than just answers. They are now treated as a landing page if the quality of the content is high enough, and to get the most out of your Promoted Answers, you want top-notch quality (more on this in a minute).

If you already know you have great answers you would like to promote, let’s now go through the setup, which is going to be a lot easier than you think.

How to set up your Promoted Answers campaign

Advertisers can start creating a campaign and ad set like they normally do. You can still choose to select a campaign to push conversions, traffic, or awareness. (Note: App install objectives are not an option, but that’s an obvious reason why.) Once we get to the ad set level, the targeting options advertisers have for Promoted Answers are the same for any other type of ad set you may want to create. (Here is a list of the targeting...
The Last Guide to Instagram Hashtags You’ll Ever Need
If you told me ten years ago that I would be writing a guide on hashtagging, I would most likely have laughed in your face. (Sorry!). To think of how far the hashtagging world has come in the last few years is mesmerizing… I can still remember when I first came across the foreign concept of “hashtags.” It must have been around 2010, and back then I thought hashtags were just a cheeky little gimmick. My friends and I started speaking in hashtags to make fun of the hashtag world. #Sports #Dominoes #MoreWinePlease  

Okay, maybe #MoreWinePlease is still fair game.

Fast forward to today and the hashtag playing field has changed dramatically. I am now keenly aware of how powerful and critical hashtags are for the social media strategies of marketers in every industry.

If you’re still laughing at Instagrammers with strings of #’s in the comments or just unclear on how these little tags work, you came to the right place: I’m going to share everything you’ll ever need to know about using hashtags on Instagram. In this comprehensive guide to hashtagging on Instagram, you’ll learn:

What a hashtag is.
Why you need hashtags on Instagram.
How to make the most of your #hashtagging.
Which 20 Instagram hashtags are most popular.
Let’s get started!

What is a hashtag, anyway?

The hashtag, or pound, symbol (#) itself had been used in various ways around the web before August of 2007. Then, Chris Messina, a product designer from Silicon Valley, brought the hashtag to Twitter and was credited as the founder of the social media hashtag.

“He got the idea of using a hashtag from Internet chat rooms that had a pound symbol in front of them,” says Erin Black from CNBC. “He decided to pitch the idea to Twitter, but the company told him it was ‘nerdy’ and that it would never catch on.”

Jokes on them, right?

Luckily, Messina was persistent, and the hashtag did catch on in a mighty powerful way. Messina was able to get his contacts to use hashtags in their tweets, and finally in 2009, Twitter added a feature that allowed users to search for hashtags. #PrettyCool!

You need hashtags in every Instagram post: Here’s why

So why are hashtags so critical to use in your Instagram marketing campaigns? Well, Instagram posts that use hashtags gain a 12.6% increase in engagement compared those without.

“Not only do hashtags help social media users organize and...
5 Must-Know Ecommerce Marketing Insights for 2019
With the exception of Louis XVI and the guy who played drums for Nirvana before Dave Grohl, a little healthy competition never hurt anybody. In fact, when you’re vying for consumers’ loyalty in an increasingly competitive ecommerce landscape, competitive insights can make a huge difference.

Well, that’s why we’re here today. Before we launched our newest software solution, WordStream Advisor for Ecommerce, we surveyed 75 small and medium-sized ecommerce businesses that advertise on Google Shopping. These are the five most telling insights from that data—insights you can use to help you run your ecommerce business.

The big, broad takeaway: There’s plenty of room for you to automate the tedious stuff and use those time savings to both improve your campaigns and break into the marketplaces and platforms your competitors haven’t reached yet.

1. 67% of small ecommerce businesses name campaign structure as biggest challenge

50 of the 75 Google Shopping advertisers we surveyed said structuring their campaigns and organizing their product groups is the biggest challenge they face. Tangentially, the second-most common challenge cited by respondents was setting bids. Because campaign structure and bid strategy are related, we’ll tackle both here.

When you initially create a Google Shopping campaign, Google groups together all the products you sell (as outlined in your product data feed) in a single product group. From there, it’s your responsibility to break that initial product group into separate product groups. Because you’ll be setting bids at the product group level, this is a crucial part of the campaign creation process.

When creating your product groups, three metrics in particular are important to keep in mind: price, profit margin, and conversion rate. To the best of your ability, you want the products in a given group to be close to equal across (at least two of) these three metrics. If you include your most and least profitable products in the same group, the same bid will apply to all of them.

Remember: The bid you set on a product group is the amount of money you’re willing to pay for a click on any of the products included in that group. You shouldn’t be willing to pay the same amount of money for clicks on two drastically different products. Generally, you should set higher bids on products that are more expensive, more...
The 6-Step Technical SEO Health Check
On-page SEO, off-page SEO, and technical SEO can be thought of as three pillars of organic search engine optimization. Out of the three, technical SEO can feel like the forgotten sibling, most likely because it’s the trickiest to master. However, with the competition in search results now, us marketers cannot afford to shy away from the challenges of technical SEO—having a site that is crawlable, fast, and secure has never been more essential to ensure your site performs well in search engines.

Our technical SEO health check is a little different.

Because technical SEO is such a vast topic (and growing), this piece won’t cover everything required for a full technical SEO audit. However, it will address six fundamental aspects of technical SEO that you should be looking at to improve your website’s performance and keep it effective and healthy. Once you’ve got these six bases covered, you can move on to more advanced technical SEO strategies.

1. Make sure your site is crawlable

There’s no use writing pages of great content if search engines cannot crawl and index these pages. Therefore, you should start by checking your robots.txt file. This file is the first point of call for any web-crawling software when it arrives at your site. Your robots.txt file outlines which parts of your website should and should not be crawled. It does this by “allowing” or “disallowing” the behaviour of certain user agents. The robots.txt file is publically available and can be found by adding /robots.txt to the end of any root domain. Here is an example for the Hallam site.

We can see that Hallam is requesting any URLs starting with /wp-admin (the backend of the website) not to be crawled. By indicating where not to allow these user agents, you save bandwidth, server resources, and your crawl budget. You also don’t want to have prevented any search engine bots from crawling important parts of your website by accidentally “disallowing” them. Because it is the first file a bot sees when crawling your site, it is also best practice to point to your sitemap.

You can edit and test your robots.txt file in the old Google Search Console.

Here, you can input any URL on the site to check if it is crawlable or if there are any errors or warnings in your robots.txt file.

While Google has done a relatively good job of transferring the most...

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Jul 18 2019