Facebook goes “meta”

What does Metaverse mean? The word “meta” refers to “Metaverse,” Facebook’s version of virtual reality. Facebook CEO Mark Zuckerberg believes that in the next ten years, up to one billion people will interact, work, create products and content in this new Metaverse.

In 10 years, 1 billion people will use the Metaverse – Zuckerberg

Meta: Zuckerberg introduces Metaverse – Video

Zuckerberg also believes that Facebook’s virtual reality service will create millions of new jobs. However, critics argue that Facebook’s decision to change its name is due to the negative publicity the company has received.

Name change and criticism: A little PR is always involved

Among other things, Facebook is accused of fomenting confrontation and social tensions and spreading fake news. We had also already reported on the very first hearing in the US Senate, back then still on the “Cambridge data scandal”.

We’re seen as a social media, but by our nature we’re a company that builds technology that connects people – Zuckerberg

He also said that the social media service Facebook will not change its name. However, Facebook also includes services like Instagram, Messenger, WhatsApp and Horizon VR virtual reality.

Metaverse: What’s that?

Everyone is talking about the metaverse of meta. Zuckerberg is not alone. Tim Sweeney (CEO of Epic Games), developer of the popular game Fortnite, is also a fan of the Metaverse. A free world in which man to connect with friends. At the same time you have all the services of the World Wide Web and apps.

Facebook CEO Mark Zuckerberg has long been a proponent of metaverse in Silicon Valley, USA. Back in 2014, Facebook acquired the manufacturer of VR glasses “Oculus”.

Horizon: Digital world 1.0 and first competition

Already, the digital world “Horizon” has been developed, in which people can get in touch with each other with the help of VR technology. Then just a few days ago, in early October, Oculus once again announced the installation of a $10 million fund to further develop Horizon. Technology companies, such as Unity and Nvidia, have also recently invested in their own Metaverse projects, according to BBC information.

The metaverse is still in its infancy, but better mobile connectivity enabled by technologies like 5G will boost its potential. The BBC predicts that tech giants will battle for the throne of the metaverse for the next decade – perhaps longer.

Virtual People: Influencers in Digital

Virtual Avatars! Virtual avatars? If you still have no idea what digital avatars are, in the new interview on Online Marketing Rockstars (OMR), you can now find the answers to many questions about virtual reality, the changes it brings to the media industry but also other areas of business and industry, from our agency owner Stephan Czaja. Read the interview now on Online Marketing Rockstars.

• Virtual Influencers

Meta for investors: What’s in store?

Share price: 12-month review

Share price: 36 months retrospective

Oculas Rift: Feels Real, Real

If you’ve ever visited real estate virtually, stood on a balcony and looked out at the sea, then you know how powerful virtual reality can be and how quickly it feels real. No matter if balcony or beach, with VR glasses, e.g. Oculus Rift by Meta, all places can be “travelled”.

3D to 2D, the actual view:

In 10 years, 1 billion people will use the Metaverse, says Marc Zuckerberg. We are curious!

Our goal: Facebook marketing through ads

In Berlin, Cologne, Düsseldorf, Munich and Hamburg and all over Germany, social ads (mostly via Facebook [there also Instagram / Whatsapp]) are among the marketing tools for building reach, with A-priority. You shouldn’t run ads without Facebook Pixel. You can refine, control and improve ads.

Here’s a quick summary of what you’ll learn in these articles:

1. Create and install pixels
2. Create Custom Audience
3. Optimize ads

Before we get deep into ads on Facebook, here’s a simple example of a single, small campaign in PowerEditor.

Best Practice: Simple Facebook Campaign

Here is a small example of a simple Facebook Ads without complex extras. Reached 8,758 people, with 109 sales and a spent budget of 59.09 euros. Achieved were 490.27 euros profit. here in the example 2 campaigns were tested against each other.

Key figures:

• 59,09 Euro Cost
• 8,758 people reached
• 109 contracts at 19.90 euros (gross) / 18.59 euros (net); margin 5.04 euros (net)
• 549,36 Euro Profit
• 490,27 Euro net profit (excl. expenses for Facebook Ad)

We’I’ll look at everything step by step and you’ll learn how to create campaigns. After you understand all the basics about Facebook Pixel and ads, we’I’ll also show you how campaigns are structured. So that your Facebook ads are good and cheap.

Here is a small example! At the end of the article you will understand exactly how such a campaign works.

Infographic: Facebook Strategy 2020 – Example Customer Journey

What is the Facebook Pixel? Definition and possibilities

The Facebook Pixel is a small code that you insert into your website or online shop. The pixel collects data from your visitors and allows you to track and evaluate certain goals, such as the sale of a product or the subscription to the newsletter.

The pixel helps you to optimize your Facebook ads, you can create your own target groups for your ads (Target Audience) and target visitors who have visited your website or online shop (Remarketing). This way, visitors who have already interacted with your offer can continue to be served ads. This works by placing the code snippet and using cookies to automatically recognize users.

• Code snippet to insert into website and online shop
• Conversion tracking – capture, evaluate and use targets
• Optimize your ads
• Create target groups (Target Audience)
• Remarketing – Displaying suitable ads to website and online shop visitors

Basically there are two types of pixel, Facebook’s ‘Conversion Pixel’ and the ‘Custom Audience Pixel’. More about that later!

At the end of the article you can:

1. Create Pixel
2. Install Pixel
3. Create event
4. Track and analyze conversions (screenshot)

What can the pixel do?

The pixel provides you with a lot of important information to create better ads and it allows you to target ads even better to people.

This will improve your conversion rate (e.g. sales or newsletter opt-ins) and give you a more effective ROI.

When do I install the Pixel?

Even if you don’t run Facebook Ads yet, you should integrate the pixel directly, so you collect relevant data as quickly as possible. This way you can use the first data directly when you start your first Facebook campaign.

• Integration of the Facebook Pixel immediately (collect data)
• Data basis (target group) available at the start of the project

Conversion tracking

Your Facebook Pixel allows you to document the interaction of your visitors after they have seen your Facebook ad. But you can’t just track users on one device, the pixel works across devices, regardless of the user’s device. For example, you can see users who viewed your ad on their smartphone but later made the purchase at home on their desktop PC. This allows you to further optimize and improve your ads.

Your ROI also benefits from optimization.

• Conversion tracking tracks user interaction after viewing your Facebook Ad
• Ways and behaviors help optimize ads

Retargeting

Your goal: Turn “warm audiences” into customers as cheaply as possible. The so-called “warm audience” are people who have visited your website. The data can also come from your email or customer list or include people who have interacted with your Facebook page (e.g. watched a video):

• Website visitors
• E-mail or customer list
• Anyone who interacts with your Facebook Page

With retargeting, you reach users who have already visited your website or online shop. Through Facebook ‘Retargeting Pixel Data and Dynamic Ads’ you can create very individual ads. For example, you can show users exactly the product they have looked at in your shop. You can also explicitly show products from your own “Wish List” or from the “Bookmark” list.

• Display ads specifically to visitors of your own online offer (website, online shop, etc.)
• Individual offers for single pages, landing pages and products

Create Lookalike Audience

In Facebook Ads Manager, you can use the data to build a ‘Lookalike Audience’. It contains Facebook users with similar interests, likes and demographics to your website’s target audience. This way you can expand your potential reach to relevant people.

• Find people with similar interests and demographic characteristics
• Increase the potential reach among relevant people

Optimization after conversion

You can use the data collected from your tracking pixel to further optimize your ads through certain ‘events’.

Without the tracking pixel, you can only optimize based on clicks. With the pixel (and the data generated from it) you can track your goals even more precisely. For example, a specific event could be a product sale or even the registration in the newsletter.

• Tracking pixel for further data in user behaviour
• Definition of events (individual actions)

Optimization by value

Facebook collects a lot of relevant data. The information about who buys and especially at what sales, helps you to further optimize your ads. Facebook will automatically improve and target the ads to people who match the price and sales level.

Use Facebook Pixel: Here’s how

With Facebook’s pixel you can track two types of events. The listing is from Hootsuite. Here you can find our software tip: Hootsuite for the pre-planning of postings.

• 17 predefined standard events
• Individually definable events

Standard Events

• Purchase: Someone makes a purchase on your website or in the online shop
• Lead: Someone signs up for your website (newsletter, survey, free PDF, etc.) or otherwise identifies themselves as a lead for you
• Registration (complete): Someone fills out a registration form on your website or registers as a user.
• Added payment information: Someone enters their payment information in the checkout process on your website
• Added to shopping cart: Someone adds a product to their shopping cart
• Added to wish list: Someone adds a product to a wish list
• Checkout: Someone starts thecheckout process to buy something from the online store.
• Search: Someone uses the search function to look for something
• Show content: Someone lands on a specific page of your website
• Contact: Someone contacts your company
• Customize product: Someone selects a specific version of the product, e.g. a specific color
• Donate: Someone donates to your cause
• Find Location: Someone is looking for the physical location of your company
• Schedule: Someone makes an appointment with you or a sales representative
• Trial: Someone signs up for a free trial of your product.
• Application: Someone applies to use a product, service or one of your programs.
• Subscribe: Someone subscribes to a paid product or service

Individualize events

If you still want to pursue specific, individual goals, you can do that through a bit of extra code, called parameters. These parameters allow you to refine the default events, based on:

• How much revenue does a particular conversion event generate?
• Currencies
• Content types or ID
• Shopping cart elements

Dog, cat or mouse? Example:

For example, you can track the visitors of a certain category instead of all visitors. Further down the line, you can separate dog fans from cat fans, for example, depending on which category they were looking at.

To use such custom events, you work with the URL for the ‘Custom Events’, it is based on specific URLs or URL keywords.

You can find out more about ‘Custom Conversions’ on the Facebook Help page.

Create and embed Facebook Pixel

Now that you understand how to work with the Facebook Pixel in tracking, it’s time to create your own Pixel and embed it into your website or online store.

Step 1: Create Pixel

To create a Facebook Pixel, you need to go to your Facebook Ads Manager. There you will find your menu in the top left corner.

Step 2: Select pixel

You now have 3 basic pixels to choose from.

1. Online Events – “Add the Facebook Pixel to your website to enable conversion tracking, improve audience targeting, and maximize your return on advertising spend.”
2. Offline Events – “Miss how your Facebook ads impact your actual results like in-store purchases, bookings, sales leads, etc.”
3. App Events – “Set up, miss and manage actions people can take in your app. Learn more about your app users and see how your apps contribute to conversions.”

Step 3: Connect website with pixel

Choose a name for your pixel and enter the URL of your website or online shop.

Note on the name: Each ad account has only one pixel. So the name should represent the project rather than a specific campaign.

If you need more than one pixel, use Facebook Business Manager. You can find out more here at Facebook: Business Manager.

Step 4: Embed pixels

In the next step you will find two options:

1. Automatic code setup by Facebook
2. Manual setup

Here in the example you can see that our fashion magazine with the URL https://fivmagazine.com uses a WordPress system. Clicking on “Set up partner” starts the automatic integration of the Facebook pixel into your website.

If you choose the manual setup, you place the code on your website by yourself. This gives you the possibility to personalize events and parameters.

Step 5: Integration (Manual)

Click on “Set up manually”, directly after that you will get your individual code snippet, your Facebook Pixel Code. Now copy and paste the code into your website or online shop.

1. Copy the code
2. Insert it on your website (after <head> and before </head>) – Tip: With most content management systems you can insert the code directly globally, e.g. in the “Theme Options”.

Step 6: Automatic data reconciliation

In the next step you can activate the automatic advanced matching.

This is where the information is brought together to link website visitors with people on Facebook. All this with information that your customers have already provided you. This includes, for example, the email address but also the phone number.

This allows you to attribute more conversions to your Facebook ads and reach even more, relevant people through remarketing campaigns.

Step 7: Pixel Integration Test

Now you come to step 3 of the Pixel installation, test your base code. Connect your desired website and run the test.

Facebook now sends you to your website (see URL). Now perform your desired conversion (in our example, the contact).

After you have executed the conversion, your test is confirmed. Your pixel is now tested and active.

Tip: Embed Facebook Pixel in WordPress Theme

Here you can see how you can embed the Facebook Pixel globally in the theme. Almost all themes for WordPress (like Jupiter, X or here in the example Enfold) have “Theme Options”, here you can embed codes. Not only Facebook, but also Google Analytics or Google Adsense.

Conversion Tracking: Set up events

After your Facebook Pixel is active and your website or online shop is linked to Facebook, you can create your own events. Automatically or manually – start now with your first events.

Create events

Even without HTML knowledge, you can directly use the event setup tool to capture your intended or to be analyzed actions that are important for your business. No further code is required for this.

Alternatively, you can add the event code manually.

Add events automatically with Setup Tool (recommended)

With the automatic add you can make your actions directly in the browser. Facebook registers the interaction and sets up everything independently and automatically. The system is very simple and intuitive. After the manual setup, I’ll show you more about setting up events automatically.

Add events manually with code and parameters

Adding the code manually is a bit more demanding, you need some basic HTML knowledge. But even without this, you have the principle quickly out.

First, select an event from the list (see screenshot) to add parameters but also to see code. Then copy the individual event tags and paste them in the header area of your website under </head>.

Tip. Select a business category. Facebook will then give you filtered and matching events directly.

SCREEN

Further: Adding events automatically

If you choose to automatically add your interaction, you can easily pretend to do so in your browser. Facebook registers the clicks and the corresponding elements and saves the action as a single event.

• Purchase of a product in the shop
• Storing products in the shopping cart
• Contact via form
• Uvm.

After selecting “add automatically”, you have to enter the URL of the corresponding website. There you perform exactly the interaction you want to track (like the sale of product XY).

In the next step, your website opens in the new tag, from here you start directly with the interaction that you want to track. In the example, we go to the menu item “Contact” and track the people who contact our project.

By clicking on “Track new button” you can select a page element that will be observed by the pixel.

At the top right of the screen you can directly assign a type of conversion to the specific interaction, here for example appropriately “Contact” from the Standard Events.

Then, the Facebook Pixel in the Ads Manager directly grabs the people (from the entire pool of visitors) who have contacted us.

From this group, you can now create your own target group, for campaigns.

Facebook Analytics

Congratulations! You’ve created and embedded your first custom pixel. You’ve also created your first Facebook Event, which you can now use to create an even more selective audience.

Even better, the pixel records all users on your website from now on. If they are also logged into Facebook (Instagram, Whatsapp, etc.), they are registered and stored. This will soon result in a large treasure trove of data for you with information about your visitors.

Events and Custom Conversion

If you want to add your code manually, you have a lot of freedom. First, however, it is important to track events.

<script>
fbq('track', 'ViewContent');
</script>

Replace the content between <script> and </script>.

<script>
INSERT HERE
</script>

Specifications for Standard Events

Events are individual interactions on your website and in the online shop. With the help of Facebook’s predefined standard events, you can capture conversions (such as sales) and then optimize conversions and build target groups.

You can also find all available codes for Standard Events on Facebook.

For a full list of standard events and the parameters that support them, visit Facebook for Developers.

• Website Action – Standard Event Code
• Add payment info – fbq(‘track’, ‘AddPaymentInfo’);
• Add to Cart – fbq(‘track’, ‘AddToCart’);
• Add to Wishlist – fbq(‘track’, ‘AddToWishlist’);
• Complete Registration – fbq(‘track’, ‘CompleteRegistration’);
• Contact – fbq(‘track’, ‘Contact’);
• Customize Product – fbq(‘track’, ‘CustomizeProduct’);
• Donate – fbq(‘track’, ‘Donate’);
• Find Location – fbq(‘track’, ‘FindLocation’);
• Start checkout process – fbq(‘track’, ‘InitiateCheckout’);
• Lead – fbq(‘track’, ‘Lead’);
• Purchase – fbq(‘track’, ‘Purchase’, {value: 0.00, currency: ‘USD’});
• Schedule an appointment – fbq(‘track’, ‘Schedule’);
• Search – fbq(‘track’, ‘Search’);
• Use trial – fbq(‘track’, ‘StartTrial’, {value: ‘0.00’, currency: ‘USD’, predicted_ltv: ‘0.00’});
• Submit Application – fbq(‘track’, ‘SubmitApplication’);
• Subscribe – fbq(‘track’, ‘Subscribe’, {value: ‘0.00’, currency: ‘USD’, predicted_ltv: ‘0.00’});
• View Content – fbq(‘track’, ‘ViewContent’);

Event and parameters

Let’s look at the shopping cart as an example, your visitor adds one or more products and clicks on the “Shopping Cart” button.

<script>
fbq('track', 'AddToCart');
</script>

You can add the following parameters to get more information (not necessary):

• Content_ids
• Content_name
• Content_type
• Contents
• Currency
• Value

For Dynamic Ads you need the following parameters (required):

• Content_ids
• Content_type
• And contents

Promoted Object Value:

• ADD_TO_CART

Facebook Marketing Plan

The next step is to define your own Facebook marketing plan.

Step 1: Target group and goals

• How old is your target audience?
• What jobs does your target group do?
• What are their daily challenges and needs in everyday life?
• When and how / why do they use Facebook?

Knowing your Facebook demographics will help you realistically assess your potential. You can find two regularly updated sources here.

• Facebook Demographics – Sprout Social
• Facebook Demographics – Omnicore

Important here are, for example, values on age, profession, income, and much more. But first of all, the usage is central: Who uses Facebook? Here are statistical figures from 2018 on the distribution of age groups on Facebook and Instagram:

Facebook: Age and usage

• 51% of 13-17 year olds use Facebook
• 81% of 18-29 year olds use Facebook
• 78% of 30-49 year olds use Facebook
• 65% of 50-64 year olds use Facebook
• 41% of the over 65+ age group use Facebook

With the Facebook Ad Manager, you not only have the option to run Facebook ads, but also Instagram ads can be managed via the tool.

Instagram: Age and usage

• 72% of 13-17 year olds use Instagram
• 64% of 18-29 year olds use Instagram
• 40% of 30-49 year olds use Instagram
• 21% of 50-64 year olds use Instagram
• 10% of over 65+ year olds use Instagram

Next, it’s worth taking a first look at Facebook Audience Insights. This tool gives you access to a lot of interesting information about your target audience. Information such as age, relationship status, gender, education, location and language. The Audience Insights also accesses the purchases already made by the users.

Set goals

Your goals are to generate the most success possible through social media activities. That means not just ‘collecting likes’. It’s about leads, which means interactions like sales and registrations.

A good method to define goals as precisely as possible is the SMART method. As a professional trainer I heard about the method for the first time, but it has also proven itself in social media marketing to create measurable and clear goals.

SMART is made up of 5 elements:

• S for Specific – A goal should be as specific and concrete as possible. Example: “Our community grows to 1,200 fans by Q2, our group grows to 300 members” instead of “community building”.
• M for measurable – Quantitative (i.e. measurable) key figures are important here: A quantity, a timing, or some other measurable criterion. Unfavourable formulations are, for example, “low costs are important”, “more communication” or goals such as “expansion of market share”. These phrases lack a concrete and measurable criterion. Example: “Social media budget limit for Q1 and Q2 must be limited to 20,000 euros” instead of “low costs”.
• A for Accepted – Goals that are considered unacceptable by the customer ultimately have little chance of success. Example: “Bright colors, many effects and large font on the preview images” may meet with skepticism and rejection from the customer, in contrast to “contemporary design of the preview images with activating elements”.
• R for Realistic – Acceptance is often closely linked to feasibility. This means that realistic goals are more easily accepted and motivate customers and teams much more than those that are already seen as unrealistic in advance. Example: “15 Facebook postings (photos) per month, with regular publication” instead of “postings every day on all networks”.
• T for Terminable – The naming of a time is simple but central and essential. Of course, only with terminable goals, such as “Completion of the fan page by March 01″ instead of “Completion of the fan page as soon as possible”.

Content mix

You may have heard of the famous Pareto Principle, the famous 80-to-20 rule. The Pareto principle (also called the Pareto effect or the 80-20 rule) states that 80% of the results are achieved with 20% of the total effort.

It is also used in social media marketing – slightly modified. Here the golden rule is: 80% of your content should inform, entertain, educate and 20% you should use for advertising.

In the content mix, it is always advisable to include third-party content. That means posts, photos and videos from other channels.

Competitor ads

You spy on your competitors’ ads? You can do that? Yes! There is a little trick for that. Here you can see, for example, which changes have been made (e.g. name, cover image) but also – and much more exciting – which ads are currently running!

Why does Facebook show the ads? This is all about transparency. This is how you find the ads of the competition:

1. Go to the fan page of the competitor (desktop)
2. In the menu you will find “Site Info & Advertising”, here you will find all advertisements

Tip. You see the text “Offers and prices in these ads may not apply to you.” – this is about remarketing. Scroll down and you’ll see the active ads.

Define target groups

There are three different types of target groups:

1. Customer audience
2. Lookalike audience
3. Saved target groups

Saved target groups

Why do you create target groups? For future ads you have to (can) permanently define target groups. With your own, previously saved target groups, you can quickly and easily access your predefined target groups.

Create predefined target group

This is about refining your audiences (Lookalike Audience and Custom Audience [e.g. people who have interacted with your site]) and predefined audiences that you can reuse at any time.

You can create target groups directly during the campaign or in your “Object library” in the upper left corner by clicking on the button “Create target group”, then in the dropdown menu “Saved target group”.

1. “Open “Object library
2. Click on the button “Create target group” in the upper left corner
3. Click on “Saved target group” in the dropdown menu

Once you create your audience, you have the option to refine the Custom Audience or Lookalike Audience.

Example: You take the lookalikes of your customers and refine them through language. This way you reach relevant people with a certain language with an ad.

Accordingly, you can also exclude groups. For example, customers that you do not want to reach a second time with the same offer. Of course, you need to have created a custom audience of people who have already bought the product.

Geo-targeting

We have already reported on geo-targeting more often. If you are planning an event or a trade show appearance soon, you can of course also define the target group by location. Select “People who have recently been to this location” as the location. You then select the corresponding city as the location.

This way you reach people who are on site at the time.

You can even select specific locations or places and go down to 1 kilometer range. Tip. Select “People who live in this location” if you want to reach regional customers for stores. If you already have multiple stores, you can also select and combine multiple locations.

Define target groups

Starting tomorrow!

We also have a separate, large chapter on this in the article.

In short, target group definition is about filtering and excluding characteristics (demographics, interests, or behaviors).

But here you can also exclude people “who like your page”. But you can especially go to new people in the address, “friends of people who like your page”.

A tip in advance, when naming target groups you should proceed in a structured way like: “DE + 18-30 + restaurant specialist | YT video”.

Done! Your target group is created.

Customer audience

Your first customer audience is quickly created. Once your pixel is installed, you can create an ad based on your website traffic.

Example:

1. In the first step you select people who have added something to the cart – “AddToCart” event.
2. In the second step, specify that, for example, customers who have already purchased are excluded – “Purchase” Event

The highlight: This way you have a customer audience with people who have added a product to their shopping cart but have not purchased it.

Now you can place ads that for example give an extra discount “-30%” or even “free shipping”.

Lookalike audience

What is the Lookalike Audience and how do you create this specific audience? The Lookalike Audience is a powerful tool that allows you to easily reach a larger, more relevant audience.

What is the Lookalike Audience?

The Lookalike Audience is created based on a core target group. For example, the core target group consists of people who have bought something in your online shop. We or Facebook group all of these people together. The next step is to collect commonalities. For example, a large part has the interest “pop music of the 90s” or “Mercedes”. A large part is perhaps between 35-42 years.

The highlight of the Lookalike Audience is a 1% match with the total, German Facebook users.

Your Lookalike Audience consists of 1% of the German Facebook users who are most similar to your core target group. You can now advertise perfectly to these people, as they are more likely to lead to a conversion.

A good core audience is former buyers, users who have signed up for newsletters, etc.

How do I create the customer audience?

How do I create the customer audience? Here’s how:

• Go to your “Ads Manager”
• Go to “Target groups” – if you don’t see “Target groups” directly, go to “All tools”.
• Find a good base audience (ideally a custom audience, like people who have interacted with your Facebook page).

Now we create the lookalike based on existing target audience:

• Select the desired base target group
• Click on the button “Actions” – here you can directly create the Lookalike Audience
• Click on “Lookalike Audience” in the dropdown menu – The Lookalike Audience will be created automatically.
• Still choose the place – for example Germany
• Target group size – Variable from 1-10% of the country
• Set the “number of target groups” high, so lookalikes with different % values are created.

Experiment and see what works best for you and your goals. How do you refine the Lookalike Audience? Segment even more by data like age, so your group becomes even smaller.

Define target groups

Starting tomorrow!

In short, target group definition is about filtering and excluding characteristics. These are:

1. Demographics
2. Interests
3. Behavior

Remarketing

The nuts and bolts of remarketing are your customer audiences.

• Facebook Pixel must be installed
• Pay attention to data protection with remarketing campaigns on Facebook
• Switch to “Target groups
• “Create Target Audience”
• Pop Up Opens “Create a Custom Audience” and Save

Now you can “create an ad”. When you do that, you’ll go back to the Ads Manager.

• Select target (e.g. conversion)
• Custom Audience is automatically implemented
• Now you can further segment, for example, by gender. Address possible like: “You have visited us, now -50% for women!”. But also interests (also parents who have become), etc. are possible.

Tip. You should also create a customer audience with users who have already made a conversion. This group will then be excluded, e.g. “People who have already bought” (name of the customer audience).

As I said, the nuts and bolts of remarketing are your customer audiences.

Create a Customer Audience with 30 days, one with 60 days. Then create an ad for the users who were on your site 60 days ago and exclude the ones who were on your site in the last 30 days. Experiment and play around.

Retargeting Ad Strategy

Again as a reminder, when we talk about retargeting, we’re talking about:

• Your website visitors
• Your email or customer list
• Anyone who interacts with your Facebook Page / content

Infographic: Retargeting

This is what an exemplary campaign looks like. At all points, we bring back people who have dropped out along the way for a variety of reasons.

Infographic: Facebook Strategy 2020 – Example Customer Journey

Your goal is clear: Every time someone opens the Facebook newsfeed, your content is visible. That’s how you build awareness.

Example: For gyms, it takes motivation. Those who watch a video on Facebook (over 50%) and have not yet signed up or registered, you send them a daily reminder in the form of ads.

Infographic: Facebook Strategy 2020 – Favorable with Retargeting Audience

Interaction on your own website

Facebook comments make homepages, blogs and online shops much more lively. Users are no longer forced to enter their data or register. By placing or exchanging the WordPress comments with the Facebook code, the interaction, the user retention and also the visit times of your website, blog or shop increases. For the embedding there are of course WordPress plugins. With a little copy & paste you can also do everything yourself. Today not with video tutorial, but quite classic with screenshots, because it is really fast, even without advertising agency.

• Continue reading Facebook Comments for WordPress – App creation, code integration and moderation here.

Questions and answers

As a Facebook agency, many questions reach us weekly! From very simple ones like “What is a Facebook Ad?” to “How much does an ad cost on Facebook?” Here we have the most important answers to the most important questions of our community.

Soon we will answer more specific questions here!

• How many customer audiences make sense?
• Which customer audiences are standard?
• How complex should a campaign be / overall. Better few, good ads or many tests

What is a Facebook Ad?

Facebook Ads are advertisements that are played within Facebook and its subsidiaries like Instagram and Whatsapp.

How can I turn off advertising on Facebook?

You can place ads on Facebook using the Ads Manager.

How much does advertising on Facebook and Instagram cost?

On social networks, you always pay for reach. This means that the more people see your post, the more expensive it will be. The more specific your target group is, the less wastage you have. That’s why it’s so important to constantly optimize your ads.

In particular, the Facebook Pixel helps improve ads to minimize costs.

How do I block ads on my phone?

You can’t block ads within the Facebook app. However, you can use adblockers for the browser on your PC.

How do I delete my Facebook account from my mobile phone?

For those who are tired of Facebook, the question is, how do I get rid of Facebook? This is how you delete your account permanently:

1. Click on the menu in the upper right corner (works from any Facebook page)
2. Click on settings and then in the left column on “Information”.
3. Click on “Deactivation and deletion”.
4. Select “Delete account” and then click “Continue and delete account”.

After that you have to wait 14 days until your account is finally deleted. During this time you can reactivate it when you log in. If you do not log in for more than 14 days, your account will be permanently deleted.

For more information on deactivating and deleting your Facebook account, visit Facebook.

Tip. Our Facebook agency

New! Native Ads: Referral Marketing

Native ads (also called native display ads) refer to all paid advertising formats that are discreetly labeled as ads. So, simply put, native advertising is advertising that doesn’t look like advertising. Native Ads offer small disadvantages, but mostly advantages. Did you know. According to a whitepaper by AppNexus, the CTR of native display ads is 8.8 times higher on average. According to Forbes, Native Ads increase purchase intent by a whopping 18%. We also always measure a higher CTR in our client projects. What does this have to do with? Personalization of content, storytelling and more discreet communication channels: referral marketing. Why Native Advertising? What is native advertising? What is native advertising?

• Native ads

Podcast episode on Spotify

Back to overview: Marketing Podcast.

Marketing Shorty: Facebook Algorithm and Affiliate Marketing

More Marketing Snippets? Follow us on Youtube, too. Topics of the week:

1. Facebook Advertising: 3 Algorithm Basics
2. Affiliate Marketing Explained: Amazon & Co.

Facebook Advertising: 3 Algorithm Basics

Excerpt

For your e-commerce to do well, you need traffic (reach). Let’s answer the question: How can I use my advertising budget as efficiently as possible? Sometimes it’s the little things in life, like the 3 simple basic rules. Of course, there are a few tricks as well. That and more, here in the excerpt from episode #2 of Lasse & Lukinski on Spotify.

Affiliate Marketing Explained: Amazon & Co.<

Excerpt

Affiliate Marketing Basics by Lukinski. Right now, many are looking for an alternative to a regular job. Earning money from home is the dream of many. Here is a first insight into what affiliate marketing means, which networks you can use (Amazon, Ebay, Digistore, Awin) and the big question: Is affiliate marketing even worth it?

UTM parameters: Definition and example

How do you know if your efforts in online marketing (whether advertising or organic content marketing, etc.) are successful? UTM parameters are the answer.

Definition: visitors / follow links

UTM parameters give you the ability to identify your traffic (visitors) by their source (i.e. origin). For example, you can see which visitors came through page XY to your landing page for product XY.

This way you can directly compare how different lead sources perform in relation to each other. You can calculate key figures that help you optimize your online marketing measures and strategies.

https://socialmediaone.de/? utm_source=website&%20utm_medium=content&utm_campaign=workshop_instagram

Comparable key figures: Return of Ad Spend

A common method would be the Return on Ad Spend (ROAS). With it you identify the sources with the highest power or performance.

Calculate Return on Ad Spend (ROAS):

Formula: Sales / Expenditures = ROAS

Example: 10.000 / 2.000 = 500%

The ROAS thus considers the relationship between income and expenditure of a given campaign. Here in the example, this campaign is 5:1, so it generates 5 times the stake. So you can easily compare campaign A, B, C.

• More about Google Ads and Native Ads

But you can only calculate these and other key figures once you have the necessary data. That means you have to track your leads (visitors as well as buyers). To do this, the use of UTM for tracking is step 1.

What are UTM parameters? Google Analytics

UTM parameters are placed as variables in links. If a user reaches the desired website via this link by clicking on it, the arrival and origin of the user is recorded.

“Urchin Tracking Module” was a small part of a larger software package that Google acquired and which is now called Google Analytics. Every webmaster knows Google Analytics. Here Google gives information about the active website users.

Through UTM parameters Google (i.e. Google Analytics) registers your lead sources.

Create UTM parameters

With Google’s URL builder you can add 5 UTM parameters, 3 of which are mandatory. Basically you should only use UTM parameters that are relevant for your campaign. This way your tracking code will not be too extensive.

Here is a general breakdown:

Source – utm_source

Shows from which page the visitor visited your site. The field usually contains the provider name, for example:

• Instagram
• Facebook
• LinkedIn
• FIvmagazine.com
• SocialMediaOne
• …

Medium / channel – utm_medium

Shows which marketing channel brought the visitor of your website to you. The medium is the name of the channel. Examples are:

• Pay per Click (PPC)
• E-mail
• Social media
• Partner
• QR Codes
• Retargeting
• …

Google Analytics uses the medium to allocate the acquisition channels.

Campaign – utm_campaign

This information can be used to determine which campaign is linked to the advertising campaign. For a retailer, perhaps the “iPhone12Promo”, for real estate agents and platforms it could be the “HausKaufFrühjahrKampagne”.

Keywords – utm_term

With this tag you can identify paid keywords that you used to target your campaign.

For example, they help with Facebook ads, UTM parameters for keywords can help to pass identifying characteristics of the audience such as “Male30-50HausKauf”.

Content – utm_content

This allows you to identify exactly the element that was clicked on in your ad or advertisement. For example, you can see how many users clicked on which link in the newsletter. So if you use A/B test ad versions, you could pass the name of the displayed variant.

Tagging is the first step in generating a set of usable data about your leads. Once you have collected enough data, you can start the analysis.

UTM: Example

Pictures say more than 1,000 words. Here you can see the link generator from Google Analytics Demos & Tools:

1. Create link in Google Analytics Demos & Tools
2. Embed link (content, newsletter, etc.)
3. Collect and evaluate data in Google Analytics

The result will look like you know UTM parameters from the beginning of the article:

https://socialmediaone.de/? utm_source=website&%20utm_medium=content&utm_campaign=workshop_instagram

Lead Evaluation: Google Analytics

The values that have now been determined by your UTM parameters can be seen within Google Analytics:

1. Open Google Analytics
2. Acquisition (Menu)
3. Campaigns

Practical example: Marketing Masterclass

As described above, you have to do 3 things to be able to work with UTM parameters yourself Here again the procedure for you:

Create UTM parameters in 3 steps:

1. Create link in Google Analytics Demos & Tools
2. Embed link (content, newsletter, etc.)
3. Collect and evaluate data in Google Analytics

Create link in Google Analytics Demos & Tools

In the first step you create your link. For example with the help of Google Analytics Demos & Tools (link above).

Embed link (content, newsletter, etc.)

Then you insert the code into your system. This can be a newsletter tool like Mailchimp or even a WordPress page, like in this example:

Collect and evaluate data in Google Analytics

Now you must wait. Depending on the project, you will have the first clicks sooner or later. Usually you get the new data from Google the next day.

You can then clearly identify and sort your leads, for example by campaign or medium. This way you can identify visitors, as is automatically done for Youtube (a subsidiary of Google):

This way you can later identify the usual channels and your new opened lead recordings:

Do you have questions about social media marketing and about Facebook, YouTube, TikTok and Instagram? Get in touch with our contact person: Contact us.

Social Media Marketing: Important in Berlin?

Before we go into all social networks, their advantages and disadvantages, costs but also opportunities, let us first show you two important statistics. First, an important question: Which networks are currently used by social media managers? According to the survey, these social media platforms are the most important for companies.

You can find more statistics at Statista

Investments in social media advertising

Current figures prove the constantly increasing relevance of social media marketing in the form of social ads. Here you can see the investments in social media advertising worldwide, in the years 2007 to 2018 and with a forecast until 2022.

• 2007: 512 million US dollars
• 2012: US$6,274 million; increase US$5,762 million; 12 times more than 2005
• 2017: 50,215 million US dollars
• 2022: USD 123,070 million
• Future increase from 2020 to 2022 from 96,190 million US dollars to 123,070 million US dollars

Facebook Marketing: Fanpage, advertising, advantages and costs

Facebook Marketing – let’s start with a look at Facebook, the largest social network in the world with currently over 2.2 billion registered users. This number alone is impressive enough. But even more impressive is the fact that over 70% of the world’s population is not yet registered on Facebook! Accordingly, the international market still has great potential for growth.

In countries such as the USA and Germany, three out of four people are logged on to Facebook with an account. The market penetration for campaigns is correspondingly high. Worldwide, but also in Berlin, Facebook reaches the most people, whether community management, postings or Facebook Ads. Facebook is still the most attractive and largest channel for marketing products and services in Berlin and beyond. Information is quickly put into the world, by placing advertisements, the message can reach thousands, tens of thousands, even hundreds of thousands of people within a very short time. This is a marketing opportunity that never existed before and which is accordingly very popular with Berlin companies and businesses. But before it comes to advertising on Facebook, so called social ads, it goes to the creation of your own Facebook fan page, or fan page.

Fanpage creation, strategy and marketing

Fanpage setup and community – even when setting up your own Facebook fanpage there is a lot to consider. From an appealing graphic design to the use of tabs for additional information to the optimization of posts and videos based on criteria from search engine optimization.

An own fan page is a little more than a business card and a little less than a website. The fanpage is more than just a news stream for your own company, you can add a lot of elements, e.g. your own e-commerce in “tabs”, as well as extra pages, raffles and galeries. So products can no longer be sold only through your own online shop, but also directly to the users of Facebook. As with trading on Amazon, this increases your own reach, thanks to the large network and its structures behind it. Instead of tedious building of your own reach, the reach of Facebook can be used conveniently for your own advertising.

As soon as your own Facebook channel is created, you will be able to directly access information and postings in the form of text, photos and videos. To ensure that your postings are seen directly by a sufficiently large number of Facebook users, advertisements are placed on Facebook, so-called Facebook Ads.

Tip! Your own Facebook page should also be directly connected to the corresponding Instagram account. And if it’s just to get your own brand name on Instagram before someone else does. All ads on Instagram are also created and optimized through Facebook.

Put ads on Facebook

Placing ads on Facebook – Facebook ads are excellent for generating reach within the social network. But if you have a fan page but only 10, 100 or 500 fans, it is hard to reach people with your own content on Facebook. This is why Facebook Ads are so important for companies! They make it possible to reach thousands or hundreds of thousands of people at the push of a button. Ads on Facebook are called campaigns. These individual campaigns are created in the advertising ad manager, the so-called Facebook Power Editor. Here, however, one usually creates not only a single campaign, but directly several to test and compare their success.

These different campaigns then contain different information. They can be completely different texts or images, but also only slight variations, e.g. for a female and male target group with different colors and videos. The different campaigns are tested against each other and evaluated after the analysis. Using different KPIs, individual campaigns are then followed up or switched off. The special feature of such advertisements is that you can reach a lot of people quickly. They also reach them extremely accurately by targeting according to demographic data such as age and place of residence. In addition, there are many other options, such as regional targeting. Local advertisements are of course particularly interesting for companies in Berlin.

As a local supermarket, fashion boutique or real estate agent in Berlin, campaigns can be placed e.g. on a certain radius, a certain district or just one person in a group with a certain interest or age. The more these factors come together, the more defined a single campaign is. This means that it is also possible to target people within the Berlin area.

Targeting by region, city and district

Reach people in the Berlin area, certain districts or Berlin and Brandenburg, with Facebook Ads.

Certain advertisements are then created for individual regions, so as a Berlin company you can also reach people in other cities, for example Düsseldorf.

Advantages and disadvantages

Opportunities and risks – one of the clear advantages is that Facebook is the largest social network in the world, so most people can be reached here. Another major advantage is that advertisements are sent out extremely accurately, based on various factors such as proximity, interests, age, gender and much more.

1. Wide reach with over 35 million Facebook users in Germany alone
2. Free creation of your own Facebook fan page
3. Target groups are reached extremely accurately through Facebook Ads, Targeting and Remarketing
4. Easy maintenance and administration of the contents
5. High confidence of the users towards Facebook
6. High interactivity of the users through Likes, comments and discussions
7. Quick and easy dissemination of information through content sharing

The great competition within the social network is to be seen as risky. While new social networks such as TikTok have few creators, meaning channels that create content, Facebook publishes millions of pieces of information every minute. Your own information is always in competition with the others. A clear disadvantage that especially young, new brands can use for themselves, keyword advertising on Instagram TikTok! The disadvantages of Facebook at a glance

1. Not all target groups are reached
2. Layout and presentation of content are limited to given functions
3. Less presence on Google than Youtube or Pinterest
4. High criticism and risk of spam by third parties on your own pinboard

Costs for management and Facebook Ads

Costs and prices – How much does a Facebook campaign in the Berlin area cost? The prices and costs for such a Facebook advertisement vary extremely, e.g. depending on which target group is selected or which keywords are advertised. A simple example, all services from the financial sector, insurance or current accounts at banks have high competition and therefore a relatively high click price. It is completely different with special topics, for example trips to areas that otherwise only few people visit, for example the Russian Taiga, Siberia or Argentina. Here there is little competition and accordingly the costs for advertisements are lower.

The prices for Facebook ads always depend on the competition, including the potentially bookable advertising space. You want to know more about prices and costs for advertising on Facebook? Read more here in our big editorial on the subject:

• Facebook Ads: Placing ads on Facebook

Facebook sales 93% mobile

How do you best invest your advertising budget? Our agency will show you the most effective ways to reach people on Facebook. Especially mobile ads are currently in vogue. Facebook sales in the second quarter of 2019 increased by around USD 3.7 billion (+28 percent) compared to the same period last year.

• Payments: $262 million
• Mobile advertising: US$ 15,627 million (US$ 15.6 billion)
• Advertising Desktop: 997 million US-$
• Relation mobile / desktop: 6% (15.67 x performance)

Best Practice: Simple Facebook campaign

Here is a small example, a simple Facebook Ad without complex extras. Reached 8,758 people, with 109 sales and a spent budget of 59.09 Euros. A profit of 490,27 Euro was achieved. In this example 2 campaigns were tested against each other.

The key figures of the example campaign at a glance:

• 59,09 Euro Costs
• 8,758 persons reached
• 109 deals at 19.90 Euro (gross) / 18.59 Euro (net); margin 5.04 Euro (net)
• 549.36 Euro profit
• 490.27 Euro Net profit (excl. expenses for Facebook Ad)

Facebook Marketing Agency

Facebook Marketing Agency – Advertising for Berlin, Brandenburg or whole Germany! Our social media marketing agency is your reliable, experienced partner for campaigns on Facebook. Would you like to talk about your specific project? Get in touch with our contact person now.

• Contact person: Facebook
• Read on: Facebook Agency

Instagram Marketing

Instagram Marketing – Instagram has become one of the most popular social networks in recent years. Since taking over Facebook a few years ago, Instagram is the third largest social network after Facebook itself (and YouTube) at the moment. While two or three years ago, Instagram’s target audience was mainly young people between the ages of 15 and 25, the average has increased significantly. Today you can reach people between the ages of 15 and 35, with a tendency to reach as many as 40. The older the group of your own users becomes, the more interesting Instagram naturally becomes as a channel for your online marketing in Berlin.

Create channel, community and marketing

Channel Setup and Community – If your company, your business is not yet active on Instagram, then it’s time! The first step, setting up your own Instagram channel. This is very quick and easy via the Instagram app for Android and iOS. As previously seen in the statistics of current marketing activities, Instagram is in 3rd place with 14%; far ahead is of course still Facebook, as the leading network, with the most solvent target group.

Unlike Facebook, you don’t even need a channel picture for Instagram, all you need is a profile picture and off you go! At Instagram, everything focuses on two areas, postings and so-called stories. While stories are transient, small contributions that are available for 24 hours, postings are in the timeline and thus in the extended business card, so to speak, or permanently in your own profile. Regular postings increase the community. If you want to speed up the process, advertise on Instagram.

Switch advertising on Instagram

Placing ads on Instagram – Placing ads on Instagram is done via Facebook, did you know that? Ever since Instagram was bought by Facebook, the management of ads and campaigns on Instagram has been done through Facebook. Accordingly, all solutions for Facebook are often designed for Instagram and vice versa, as seen in Instagram Stories and the later Facebook Stories, so that synergies can be used directly, of course also through the common Ad Manager. Advertising on Instagram is different from advertising on Facebook or YouTube. Within Instagram, there are two popular ad formats, stories and postings in the news feed – but what’s the difference? Postings on Instagram have the disadvantage that they do not allow direct linking. Accordingly, they are good for brand awareness. If you want to link products in your own e-commerce or your own website, you need an advertisement. Many also rely on Story Ads.

The costs and prices of Instagram campaigns differ, as do Facebook and YouTube, especially according to the density of the competition. The more people book ads on a specific target group or keyword, the more expensive the individual ad placement becomes.

Advantages and disadvantages

Opportunities and Risks – The advantages of Instagram lie in its specific target group of people between 15 and 35 years of age and their trust in the Instagram brand. At Instagram, people want to forget everyday life and immerse themselves in a perfect world: Holidays on the Maldives, perfect six-packs in the gym, sexy bikini photos of the beach and of course expensive luxury watches, real estate and sports cars. Accordingly, lifestyle brands in particular can be placed very well on this network.

One of the disadvantages, Instagram is used almost exclusively mobile. Accordingly, many larger and more complex sales transactions can not be mediated directly. The larger the sum, the longer the purchase process takes, and the termination rate is correspondingly high – but there are strategies and methods for this too, so-called remarketing. Remarketing specifically adresses visitors who have visited your website or e-commerce but for various reasons have not made a purchase. User data is stored by cookies. This data allows individual users to be contacted again for about 30 days after the visit. The advertisement then contains exactly the same product that the individual visitor has looked at. This increases the willingness to buy: Solutions can be found for problems! We show you how it works.

Instagram Marketing Agency

Instagram Marketing Agency – how much does advertising on Instagram cost? How much does a posting or Instagram story from an influencer cost? How fast can you build 10,000, 20,000, 50,000 fans? Do you have questions about Instagram Marketing in Berlin? We have the answers! Please get in touch with our contact persons.

• Contact person: Instagram
• Read on: Instagram Agency

Youtube Marketing: Videos and SEO

Youtube Marketing – Marketing on YouTube, especially for Berlin? YouTube is the largest video portal in the world and offers accordingly also very much potential for enterprises, which want to operate YouTube marketing and/or video marketing. But are there risks? Yes, there are risks. Especially for local marketing, Facebook and Instagram are often better alternatives. For long-term placement on the web but also positive aspects for search engine optimization (also regional for Berlin) Youtube offers many options.

Advantages and disadvantages

Opportunities and risks – Before it goes to videos and advertising on Youtube, the channel setup and the preparations for your own community come first. After the setup, the questions remain: What is important in Youtube marketing? Especially the regular releases and planned video content make YouTube a platform that has a very special influence on the users. While on Instagram content is usually only consumed for a few moments, on YouTube videos are often viewed for five, ten or even 60 minutes. The impact on the user is correspondingly high, for example in the case of recommendations in videos – a clear advantage of YouTube. Recommendation marketing generally plays a major role on YouTube, which is why many customers book influencers for positive mentions in addition to their ads. Youtube is extremely diverse, from the actual social network to aspects of search engine optimization and recommendation marketing through Influencer.

A small disadvantage that YouTube offers, even if it has many other advantages, regional marketing is more difficult to do, because on YouTube users are looking for general information. When was the last time you searched YouTube for a special video from Berlin? Exactly! On YouTube it’s about topics like “Repairing the toilet”, “Building a house tips” or even “Smokey Eyes Tutorial”, so there is no regional reference. Accordingly, YouTube should be used by companies that operate nationally and not locally.

Costs for management and YouTube Ads

Cost and pricing – YouTube ads are calculated based on competition and keywords just like other social networks. The more you book, the more expensive the price for a single campaign. Quite different from the channel expansion, where there are certain risks, you can reach targeted people on YouTube with ads, even in Berlin. For example through upstream videos. You probably know this form of advertising from your own visits to YouTube. Shortly before the actual, desired video starts, an advertising video runs, which can only be skipped after 5 seconds. Accordingly, it is also so important to place the marketing message and the own brand logo within the 5 seconds, because a large part of the users aborts directly after the first 5 seconds to get to the actual video. So no video view, no view, is wasted.

Youtube Marketing Agency

Youtube Marketing Agency – you want to advertise on YouTube, especially for Berlin customers or for the whole German area? Get in touch with our contact person for YouTube, we look forward to your project request!

• Contact person: Youtube
• Read on: Youtube Agency

TikTok Marketing

TikTok Marketing – TikTok is the new trend network among the apps TikTok is a popular video platform for entertainment, especially for the young target group under 18 years. In the beginning, Tiktok was called Musical.ly and has specialized in having its users sing songs from the charts, with license and permission from the rights holders. Like any social network, it is constantly evolving from its basic function, with ever new possibilities and forms of self-marketing for Creator, as people create the content.

Advantages, disadvantages and risks?

Opportunities and risks – Is it already worthwhile for a company to open a TikTok account? The target group is still very young, but this was also the case on Facebook and recently on Instagram. At some point, users will get older and thus become a target group with purchasing power for companies and businesses. Especially for e-commerce, TikTok is a practical platform, because here links can be placed directly.

Costs for management and TikTok Ads

Cost and Pricing – The cost of TikTok ads is the same for the same reach, keywords and click-throughs relative to other social networks.

Currently there are only a few certified TikTok ad agencies like us. The younger the network, the more cautious you are with certified advertisers. If you would like to place your first TikTok ads, to the very young target group that dominates here, then contact our TikTok expert and we will design an individual offer with a tailor-made strategy for your brand on TikTok.

TikTok Marketing Agency

TikTok Marketing Agency – Questions about content creation on Tik Tok? We are here for you! As a certified TikTok Ad Agency we can give you insights into the advertising world of the young social network. We have the contacts and the know-how to generate attention for your brand on TikTok.

• Contact person: TikTok
• Read on: TikTok Agency

Search engine marketing (SEO / Google Adwords)

Since we get a lot of questions from our customers regarding search engine optimization, we wanted to give some insights for Berlin, what does search engine optimization mean and what does advertising in search engines mean for e-commerce companies?

• Read more: E-Commerce Marketing

Search engine optimization

Search Engine Marketing (SEO) – This area is concerned with building organic reach. Organic reach means people who have reached a website through the algorithm of search engines, i.e. through long-term work on their own content management system or recurring visitors, e.g. due to their own brand awareness or through a digital member system.

Simply explained, search engine optimization means the writing of good SEO texts. SEO texts contain a certain number of words, they have a good and coherent layout but also internal and external links. The better these texts are written and the more of them there are, the better for the evaluation in the PageRank procedure. With this, internet pages are evaluated and then listed in the search engine according to relevance.

Building organic reach through search engine optimisation takes time. Depending on the industry and project, one should expect at least 12 months, but better 24, 36 months. After all, your own website or e-commerce takes a while until the pages are indexed, climb up and slowly but surely reach page 2 and even better page 1 of the search results. Since this work takes a long time, costs relatively much and therefore does not bring immediate results, many paid reachers fall back on social ads or even advertising on Google, through AdWords.

• Read more: Search Engine Optimization (SEO)

Google AdWords

Google AdWords – Through Google AdWords, targeted ads can be placed in the search results. The own Internet page and/or the own Onlineshop, is indicated then on the upper places in the search results, where a majority of the users will click. This method is accordingly attractive in online marketing to reach users quickly and specifically! Of course, every advertisement can be directed specifically to a Berlin audience, even better, even certain districts like Kreuzberg, Charlottenburg, Schöneberg or Prenzlauer Berg. These advertisements are quickly set up and quickly provide for first clicks. If you have the right offer now, you can start making sales immediately! In the subsequent analysis and evaluation, targeted improvements can be made so that the ads are more and more effective in their conversion rate.

• Read more: Advertising on Google (AdWords)

Social Media Marketing Agency

Social Media Marketing Agency – Are you looking for social media experts for Instagram, YouTube, Facebook or TikTok? With us you have found the right contact person! With clients in Berlin, Germany but also worldwide – experience and know-how for your company. You have a direct contact person who is familiar with the digital structures of social networks and their constant development. Be it the algorithm for evaluating postings, analysis and monitoring or creative, regularly published content!

Workshop and consulting

Workshop and consulting – You want to learn how to bring your brand up to date and win even more followers and fans? Book a workshop and we will give you advice, tailor-made and individual for your brand.

Speakers and training

Speaker and training – Do you need a social media speaker who can inform a larger group of people in a personal training or at a larger event? We have the perfect social media marketing experts to give you, your employees and guests the right impulses.

Contact person and contact

Contact persons and contact – We look forward to your project!

• Contact

Basics: Google search engine optimization

The big goal in optimization, whether social media or search engine, is the generation of reach and thus possible sales, newsletter opt-ins, webinars, etc. Through the use of specific keywords, packaged in a variety of information, content is ranked higher by the algorithm of social networks or search engines. Factors such as amount of text, keywords, structure, headlines, third-party media, list items, links, etc. influence the PageRank method used by search engine portals to evaluate the quality of web pages.

Read more about the PageRank method in the article search engine optimisation.

Keyword optimization on Youtube, Facebook, Pinterest, Instagram & Co.

If you want to understand how keyword optimization works in social networks, you should also deal with the optimization of keywords on homepages and online shops. After all, in the end it is not only about keywords, but about the strategic use of certain keywords in the context of regular content.

To put it simply: keyword optimization means not to write the word “iPhone” a thousand times. If it would be so easy to get on the first places in the search results of social networks and search engines – of course, this is not possible!

That’s why it’s not only about the amount of keywords but also about the connection with the other content.

Transferred to Youtube this means: A detailed YouTube video on the topic of your choice would be perfect. You give over 8 minutes of valuable information in a monologue and then provide this video with selected hashtags.

If users are then on YouTube and search for this particular topic, enter the search term in the search field and the probability that your social media content will be displayed increases.

So you always need two factors:

1. The first priority is always the added value for the user, through information
2. In second place is the optimization, so that the content can be found by the users, e.g. by specific keywords

Tip! Good keyword planning also helps in the structuring of video content

At the very end, “search engine optimization” in social networks, just like Google, is not just about the amount of keywords, i.e. pure quantity, but about the quality of the content.

Here we give a small list of thought-provoking ideas for the optimization of your social media channels. If you would like more detailed information, please contact our agency and our contact persons! We are experts in conception, strategy development and implementation when it comes to search engine optimization, whether Google, Facebook or YouTube. We are looking forward to your project: Contact.

Google search results: User behaviour and perception

Here to see: Heatmap of eye movements.

1st place is therefore, as can be seen here, the be-all and end-all for SEO managers, on Google, Youtube, Facebook & Co. Already knew, 90% of users never leave page 1. A whole 68% even only pay attention to the first 5 places. That is why many companies take advantage of Google AdWords. Thus advertisements, right at the top in the search results of Google can be switched!

Directly on place 1? Thus advertisement on Google: Ads & Adwords

Facebook SEO? Names, hashtags and groups

On Facebook there are mainly two important aspects. In addition to the information that we have already described at the beginning of the article on search engine optimization in the area of social networks, groups play a particularly important role on Facebook. Accordingly, the naming at Facebook groups but also the naming of the own Facebook channel is so important.

Channel name and group name

The channel name of your fan page but also the potential name of your group, if you want to promote discussion in your own community should be very accurate and specific, keyword keyword optimization. Simply put:

Best Practice Facebook group name

For a large, international company, individual Facebook groups were created for larger cities. The primary goal of this company is, simply put, to sell off-the-shelf products. Through different channels, e.g. the app but also in groups, with coach and regular meetings on site.

The optimal group name then includes the exact name of the activity, as well as the city name and brand name (the company name has been changed). Most important is to specify the exact activities, in this particular case slimming, diet, etc.

• Example: “Slimax: slimming Berlin”
• Brand name + keyword + city (local marketing)

The more accurate the offer, the higher the conversion. This makes search queries or optimization to such, so an interesting strategy for companies in online marketing.

What makes a “search query” so special?

First of all: Whoever is searching has a concrete need or wish. Our goal: Tailor-made content for search queries. On Instagram you have only a moment of perception, on Facebook a moment to 30 seconds (e.g. for videos) and on Youtube it is 10, sometimes even 30, 60 minutes of perception.

At the moment of the search query, the user takes only a few moments, a few milliseconds, to make his click. Whoever delivers a suitable offer at this moment wins the battle for clicks. Accordingly, group names should be as accurate as possible, not only include the brand name but also the “why”! When you publish new Facebook postings, new photos and videos, remember to use keywords in the text. Read more about texts and keywords.

An example (this is how a Facebook post [without emojis] of the content could look like):

Social Media & SEO?! Using cross-media marketing methods – learn here how to use keywords to increase the reach of your YouTube, Facebook and Instagram channels!

You want to know more about Facebook? Get in contact with our Facebook experts! We look forward to your request and your new project: Contact.

Hashtags: Keywords for search queries

How important are hashtags? If you start with marketing in social networks, Facebook but also Instagram and YouTube, you often start with a large amount of hashtags under your own posting. But does that really make sense?

As just described, social media postings are mainly about the added value for the users (quality before quantity). If you compare new, small social media channels with the old, large ones, you will quickly notice that the large ones use fewer hashtags. In the first analysis and observation, you might think that this is because the channels are so big. But in fact, it’s all about focus! For example, if you are making a contribution about real estate, you should not use 30 or 40 different hashtags to attract attention. 3-5 hashtags are sufficient. Exact, focused and recurring. Good content attracts attention, not many hashtags.

Tip: Focus on specific hashtags

Therefore, we recommend that you use 3-5 very focused and central hashtags that are frequently searched for. Hint! You can search for hashtags yourself in your Youtube app for iOs and Android, also on the desktop and tablet PC. You can see immediately if a certain search term has 1.000 views, 10.000 or 1 Mio. Search for popular search terms or hashtags, because this is where the most happens.

Example for hashtags:

• Bad examples #real estate buying #real estate agent #beautiful house with garden #sonnenscheinimgarten #new offer #I’m happy #large apartment #berlinkreuzbergzentrum #berlinkreuzberg #berlin #berlinmitte #inberlinwohnen
• Good examples: #real estate #realtor #live #berlin #kreuzberg

Another tip, many people search the internet for “good hashtags” and load up on sites that recommend hashtags to build up reach like #like4like or #follow4follow. These hashtags do not help their growth. They want real fans who interact with their content, not “just” follower.

Facebook is the largest social network in the world with over 2 billion users. This makes it the platform among social networks through which you can reach the largest number of people.

More about Facebook, Ads, Groups & Co? Read more about our Facebook Marketing Agency

Youtube SEO: video marketing and optimization

How does the optimization on YouTube work? Search engine optimization makes a lot of sense especially on YouTube, because YouTube belongs to Google (of course you support yourself). So the biggest video portal in the world is also part of the big, rather gigantic Google universe. Accordingly, activity and of course optimization on YouTube is rated accordingly high by Google itself.

Video marketing, keywords and description

In principle, the optimization is similar to the 10 SEO tips that we give at the end of the article. It is about meaningful texts, but in a much shorter form. But it is also and above all about accurate headlines, internal and external links and certain keywords that should be used.

The superordinate term for this optimization strategy is “video marketing”. In video marketing, as in search engine optimization for Google, two areas are considered: The content of the video, from the structure of the topics, i.e. the optimization before the video production, as well as the optimization after the video production, through description, thumbnails (preview image) and references, e.g. to other interesting videos from your YouTube channel. For some, this area in the description is also very interesting in the point affiliate marketing. But for all, both aspects before and after the video production are important:

1. Video content – Theme structure, structure and entertainment in production
2. Video optimization – From thumbnail (preview image) and heading after production

Titles, tags and descriptions with keywords

The central methods therefore include the classic parameters of search engine optimization. These include the title of the YouTube video, the tags, i.e. keywords, the description of the video plays an important role in the search engine optimization, but also in the call-to-action topic. Call-to-Action means that users are actively informed about an action. For example:

• Subscribe to the newsletter now!
• Only 100 pieces in the shop, buy your model now!
• Click here to get the discount code!”

Good heading, bad heading – Example

But back to the topic of search engine optimization, titles and descriptions. Good titles look like this, for example:

• Good – “Search engine optimization e-commerce: tips and tricks”
• Focus keyword: search engine optimization
• Secondary keywords: e-commerce, tips, trips

A bad title would look like this, for example:

• Bad – “How to improve your site”
• Focus Keyword: none
• Secondary keywords: none

Optimization starts at concept

The optimization does not start with the title and description, but starts with the conception of the video or the different contents. Because of course YouTube has very strong software in the background, which not only evaluate the images in the YouTube videos, but also the spoken content. YouTube can therefore determine very precisely which topics are adressed in a particular video and which are not.

YouTube even delivers the description (voice-in-text) free of charge. It can be used, for example, to add subtitles to your own YouTube video.

Optimization comes in the form of text, content and visual optimization. If the thumbnail (preview image) of a video is well designed and optimizes the conversion, then the click rate and with it the range increases. As a result, the YouTube video will be seen more often, more often equipped with a Like and also commented on more often. This in turn increases the YouTube video in the algorithm and this leads to a further increase in reach.

Let us once again summarize the individual areas of video optimization:

1. Optimization of the texts, this is about titles, keywords and description of the videos
2. Optimizing the contents of the video, in advance
3. Optimization of visual properties, from thumbnail to header image, to animations in the video to keep users as long as possible.
4. Internal link in the description, matching videos from your channel
5. External link in the description, for example to your online shop
6. Tip! short URL instead of long links

Youtube is extremely exciting for companies. Users are becoming more and consume more content, making Youtube currently a good advertising platform.

More about Youtube SEO & Co? Read more about our Youtube Marketing Agency

Instagram SEO

On Instagram only little optimization can be done based on keywords. The only way to get attention are hashtags.

The big goal is to get into the trendings for a specific hashtag, i.e. to appear under the most popular post. Depending on the amount of postings published on a particular hashtag, the time span in which a posting can be within the trendings varies.

These “trending” posts are displayed to all users who log in to the Instagram app and click on Search (magnifying glass icon in the app). Here you can find new and interesting posts by people you follow, but also certain hashtags. You can also search here, for example for #Luxury property

But how do you get into these trendings? Let’s look at a simple, theoretical example.

Trending Posts: Targeted Posts

To make it into the Tredings for the hashtag “Mascara” (make-up), you currently need 12,000 Likes and relatively many comments. Accordingly, the calculation of a social media agency is that 14,000 Likes can and must be reached so that the contribution can be seen in the trendings (24 hours to 7 days) for interested people. In this way, people who are interested in make-up and, more precisely, mascara are made aware of the company or product.

More about the topic Instgram, Trendings & Co? Read more about our Instagram Marketing Agency

Here we would like to refer again to the previously discussed paragraph “Focus on hashtags”.

Focus on specific hashtags! Use 3-5 very focused and central hashtags that are often searched for. You can search for hashtags yourself in your Instagram App for iOs and Android. You can immediately see if a certain hashtag has 100 postings, 1,000 or 1 million – accordingly often the topic is “discussed”. Look for popular hashtags, because this is where the most happens. Here are examples of good and bad hashtags again:

• Bad examples #real estate buying #real estate agent #beautiful house with garden #sonnenscheinimgarten #new offer #I’m happy #large apartment #berlinkreuzbergzentrum #berlinkreuzberg #berlin #berlinmitte #inberlinwohnen
• Good examples: #real estate #realtor #live #berlin #kreuzberg

Another tip, many people search the internet for “good hashtags” and load up on sites that recommend hashtags to build up coverage like #like4like or #follow4follow. These hashtags do not help their growth. They want real fans who interact with their content, not “just” follower.

Tips! Top10 search engine optimization – Learnings from Google

1. Keywords – Define your keywords, preferably in an editorial plan
2. Focus – Focus on one keyword per page
3. Add value – Create informative content with at least 500 words
4. Internal linking – Set meaningful links in the text
5. URL – Create good URLs by title and without filler words (am, im, and, …)
6. Other elements – Use bullets, numbering and tables
7. Image SEO – graphics, photos and images should be optimized before uploading (compression, file name, etc.)
8. Foreign content – Use third party media such as YouTube, Instagram and Facebook
9. External link – links from other pages (backlinks)
10. Google Ads – Use Google AdWords to get targeted attention
11. More on the subject… Search Engine Optimization (SEO)

Investments in Facebook & Social-Media-Advertising

Before we look at Facebook in numbers, here is a look at the share price. If you want to invest money in shares, you are thinking long-term (for your savers and investors), especially as a capital-strong fund. Do investors trust in the structure, work and future of Facebook? A share price says more than a thousand words:

• At the beginning of 2020: US$ 182 per share
• Increase 2019 / 2020: 37.87%

Social Media Marketing

Investments in social media advertising worldwide in the years 2007 to 2018 and forecast 2022.

• 2007: 512 million US dollars
• 2012: 6,274 million US dollars
• 2017: 50,215 million US dollars
• 2022: USD 123,070 million
• Increase 2020 to 2022: 96,190 million US dollars to 123,070 million US dollars

Facebook sales 93% Mobile

Facebook revenues in the second quarter of 2019 increased by around USD 3.7 billion (+28 percent) compared to the same period last year.

• Payments: $262 million
• Mobile advertising: US$ 15,627 million (US$ 15.6 billion)
• Advertising Desktop: 997 million US-$
• Relation mobile / desktop: 6% (15.67 x performance)

Top Facebook pages by industry

B2B Company

Ranking of the most popular German B2B companies by number of Facebook fans in October 2019.

The current top 5 on Facebook of B2B companies:

1. Bayer AG with 2,809,470 (2.8 M)
2. IBM Career & Jobs with 1,919,930 (1.9 M)
3. Robert Bosch GmbH with 1,350,440 (1.35 M)
4. Ernst & Young Deutschland Career with 1,301,330 (1.3 M)
5. SAP AG with 1,099,490 (1 M)

Food brands

Most popular food brands according to the number of Facebook fans in Germany 2019.

The current Top 5 on Facebook of food brands:

1. McDonald’s (DE) with 2,400,000 (2.4 million) fans
2. Subway Germany with 967.000 (967 K) fans
3. Burger King Germany with 839.000 (839 K) fans
4. KFC (DE) with 663,000 (663 K) fans
5. Pizza Hut (DE) with 608,000 (608 K) fans

Hotels

Most popular hotels in Germany by number of Facebook fans in January 2019 (in 1,000).

The current Top 5 on Facebook of hotels:

1. Vita Hotel Westfalen Therme Spa & Wellness Resort with 654,000 (654 K) fans
2. Choice Hotels (DE) with 402,000 (402 K) fans
3. Radisson Blu (DE) with 347,000 (347 K) fans
4. Pampering Hotel Kristall with 225,000 (225 K) fans
5. Club La Santa Lanzarote with 146.000 (146 K) fans

Gastronomy

Most popular gastronomy brands in Germany by number of fans on Facebook in February 2018 (in 1,000).

The current Top 5 on Facebook of the gastronomy industry:

1. McDonald’s (DE) with 2,400,000 (2.4 million) fans
2. Subway Germany with 967.000 (967 K) fans
3. Burger King Germany with 839.000 (839 K) fans
4. KFC (DE) with 663,000 (663 K) fans
5. Pizza Hut (DE) with 608,000 (608 K) fans

Food brands

Most popular food brands according to the number of Facebook fans in Germany in May 2019 (in 1,000)

The current Top 5 on Facebook of food brands:

1. Knorr (DE) with 12,500,000 (12.5 million) fans
2. Simple Tasty with 2,700,000 (2.7 million) fans
3. Delicious with 2,400,000 (2.4 million) fans
4. Nutella (DE, AT, CH) with 2,100,000 (2.1 million) fans
5. Strongbow (DE) with 2,100,000 (2.1 million) fans

Universities

Most popular universities in Germany according to the number of Facebook fans in January 2020 (in 1,000)

The current top 5 on Facebook of universities:

1. TU Munich with 92,000 (92 K) fans
2. Ludwig-Maximilians-University Munich with 85.000 (85 K) fans
3. Goethe University Frankfurt with 82,000 (82 K) fans
4. RWTH Aachen University with 78,000 (78 K) fans
5. FernUniversität Hagen with 77,000 (77 K) fans

Sports clubs (US)

US sports clubs with the most Facebook fans in January 2019 (in 1,000)

The current top 5 on Facebook of US American sports clubs:

1. Los Angeles Lakers (NBA) with 21,520,000 (21.5 million) fans
2. Chicago Bulls (NBA) with 18,350,000 (18.3 million) fans
3. Miami Heat (NBA) with 15,730,000 (15.7 million) fans
4. Golden State Warriors (NBA) with 11,090,000 (11 million) fans
5. Boston Celtics (NBA) with 9,000,000 (9 million) fans

Facebook users and user data

Cambridge Analytica Scandal and Impact

Recently, the media reported that the personal data of 50 million Facebook users were used illegally by the company “Cambridge Analytica” in the last US election campaign. Which of the following statements apply to you?

.

Countries with the most mobile Facebook users

In these countries in particular, Facebook plays a major role in quantitative terms. The current top 10 countries with the most Facebook users:

1. USA with 123.1 million users
2. India with 101.5 million users
3. Indonesia with 62.6 million users
4. Brazil with 57.9 million users
5. Mexico with 30.9 million users
6. UK with 26.2 million users
7. Japan with 22.7 million users
8. Germany with 18.7 million users
9. France with 16.9 million users
10. Russia with 15.5 million users

Teenager exodus

Facebook is no longer hip with the youth. Directly after this infographics have a paragraph about “Facebook as a meeting place for senior citizens”. Important facts and figures for advertisers on Facebook. The youth can currently be reached via Instagram and TikTok.

De Trend was already apparent a few years ago, as can be seen here in an infographic from the last decade.

At least that’s what a survey on the number of Facebook users in the USA suggests. According to this, the number of active 13 to 17-year-olds has fallen by 3.3 million in the last three years, which is a minus of 25 percent.

Facebook as a senior meeting place?

Facebook is still recording rising user numbers, but the hip young social network of yesteryear is no longer so. Because the fastest growing target group is above all the over 50s, as the Statista chart shows.