The Facebook Ad Playbook - Carney
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The Facebook Ad Playbook

SEO Marketing Strategy: Tips for Success in 2018

New year, new SEO marketing strategy?

According to a study from HubSpot last year, 61% of marketers said increasing organic visibility was their #1 inbound marketing priority…but they didn’t always follow through with that goal. Why?

It’s become all-too-familiar for businesses to optimize a website page and never adjust it, treating areas of their SEO marketing strategy as a one-and-done exercise. But we know that’s no way to handle any kind of strategy, right? Right.

Maybe you’re not quite sure where to start with your SEO updates. In that case, you’ll find this article from Content Marketing Institute to be a huge help. The author goes into great detail to outline ways to kick your SEO strategy back into high gear. 

Use these 3 steps to make your SEO updates:

Find your SEO sweet spot based on data & set realistic expectations – Use a tool like SEMrush to better understand what keywords are reasonable to pursue. “Reasonable” is key here. “It doesn’t make sense to pick a relevant keyword with 2,000 searches a month and expect a top ranking if you can’t crack the top 30 for keywords with only 1,000 searches a month.” Wayyyyy more on this step in the blog post.

Tweak your SEO page titles – Are your keywords at the beginning of the SEO page title? Are you consuming precious space with your company name? Including your company name in the SEO title may actually hurt your page’s ability to rank.

Explore other options that support SEO keywords – Don’t ruin your content by jamming keywords into it. Here are some ways to naturally work in your keywords and their variations: 

  • Revise headlines with relevant keywords and include H1 tags
  • Add captions to images
  • Rename images
  • Add or update image alt text
  • Create internal links from other popular pages on your website
  • Add more text to thin pages that have few words
  • Pursue inbound links from other websites

Just skimmin’ the surface here… Get the in-depth details on SEO marketing strategy inside →

The 2018 Facebook Advertising Playbook

Interesting tidbit for you: People only read 20% of web content, but they look at every single picture. That means the design of your Facebook ads can make or break a campaign. If you choose a bad image, video, or format, you might sink your campaign before it ever has a chance to soar.

At this point, you’re probably like, “K…so how do I know what designs and formats work?” That’s when you lean on current trends to see what’s working for other people. Which is why AdEspresso put together a super handy guide to current Facebook ad trends. We’ve got the important deets right here:

  • Incorporate minimalist design. In the busy world of Facebook’s News Feed, simple, well-designed images will stand out and catch your audience’s attention.
  • Let geekiness shine through. If your audience loves numbers and data (who doesn’t?), graphs and data will really catch their attention.
  • Make ads that reflect gender equality. 51% of women and 45% of men say they prefer to shop from a brand that promotes gender equality. Dollar Shave Club’s gender equality ads are a great example.
  • Slideshow. When it comes to ad formats, the Slideshow is king now. These are different from Carousel ads. They’re a cross between video and Carousel ads. Blue Apron is doing these really well right now.
  • Video. You already knew about this one, but you might not have thought of using minimalist design in your videos. This combination is killing it for the brand Dolls Kill.
  • Showcase customer reviews. Moving on to copy trends that work well, customer reviews and social proof are amazing ways to catch attention. Use a customer review as the text of your ad.
  • Keep your copy short and sweet. Not down with customer reviews? No worries. Try the trend of keeping your copy super short and succinct.

Plenty of trends still to check out →

Emoji Karaoke

If “Dogs and Poop Rap in Apple’s Animoji Film for the Grammys” isn’t the most 2018  headline, we don’t know what is. But that’s exactly what you’ll find in today’s ad. 

Whether you own an iPhone X or not, chances are you’ve seen the stuff-of-nightmares animated emojis that the phone features. If not, you are in for a real treat. 

For the Grammys last night, Apple released two films starring animated emojis rapping to songs by Grammy-nominated artists. The first film stars aforementioned Animojis dancing and rapping to “Stir Fry” by Migos. The second stars Animoji aliens and unicorns belting out Childish Gambino’s “Redbone.” 

“No matter how brilliant your mind or strategy, if you’re playing a solo game, you’ll always lose out to a team.”
Reid Hoffman

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