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Remembering the Tragedy That Made Our Community Start Talking

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About one year ago, everything changed for me and for our community.

A tragedy that struck home so hard it shook us to our core.

A suicide.

A dear friend, brilliant mind, adored father, respected colleague … the list goes on, left us in a way that hits straight to the heart and wakes you up like very few other events can.

I certainly woke up that day. That alarm screamed as loud as it could and I still hear it to this day.

I know I wasn’t alone. So many of my peers experienced similar emotions, sensations, and reactions.

We Could No Longer Ignore the Problem

Sadly, this wasn’t the first tragedy we’d encountered that year – we lost other friends and colleagues as well.

But we knew we couldn’t stand to lose any more amazing people.

We couldn’t look away. We couldn’t just carry on anymore.

So we started talking.

I have been blown away by our internet marketing community. Many of us have never even met face to face and yet the comradery, the friendship, the support among us run rampant!

Never before have I seen a group of people come together so quickly and so openly as when we were forced to face this tragedy.

Groups were formed. Calls were made. Texts were sent. Face-to-face get-togethers were had. Columns like this one were created.

And the best part of it all? It didn’t stop!

We saw the need to stay connected. We recognized that we are a family that needs to support each other. And, perhaps most of all, we saw that we were not alone in our struggles.

It has been amazing to see the openness and honesty that has become so commonplace over the past year. I have seen people that once felt they couldn’t risk being seen without their mask on break down and lay themselves out in the most vulnerable ways.

I include myself in that list. I have become more able to reveal myself to the world around me. That has only been made possible by others sharing in that journey with me.

In leading up to this piece, I knew that I wanted to really find a way to focus on the positive changes that our community has seen because of Jordan Kasteler.

I wanted to honor him in a way that really brought some form of good to this incredible loss that we all experienced due to his passing.

Where Are We Now? Thoughts from Our Community

I reached out and asked a few people in our community if they would share some words of how they have been changed for the better as well as how they have seen our community as whole making changes to support each other over the past year.

Here is what they had to say:

Alexandra Tachalova:

“Working days, nights, and weekends was normal for me a few years ago. However, at that time I couldn’t say that I was really happy. I didn’t understand at the time that my work-life balance was completely off, and I now know that that could have developed into something truly horrifying.

I eventually reached such an emotionally unstable point that I hit a time where one week I was super productive, but the following week I felt hugely demotivated and absolutely miserable. (I know this is a familiar story with many others as well, I hear people telling similar stories and sharing similar experiences regularly.)

Over the past while, I have been working diligently to save myself from this emotional trap. This new focus has led me to investing more time into things that are not related to work and putting more time into the things that help to create a happier life for myself.

I can see that more people in our community are becoming more aware of the need to make this sort of a switch to their schedules and priorities as well, which is brilliant to see!”

Melissa Fach:

“In the past year, I have noticed a massive shift in our community not being ashamed to reach out and ask for help, advice, or just a kind word. I feel like masks have been dropped, and people are not embarrassed to discuss what make them “real”; I love it!

I think many people used to feel they had to have public persona that was acceptable, and now they know we all have issues and it is OK to talk about.

I have a picture of Jordan out that I see every day. I moved past the guilt and the pain when I looked at it, and he is now a daily reminder to stay present with my friends as much as I can.

And, it is a reminder to me to stay focused on my well-being as well. I tend to overwork and do too much for everyone and end up exhausted. I take steps now to take care of me more than ever before.”

Steve Wiideman:

“Though I’ve been in the industry for years, I’m still a somewhat newer member of the SEO community. Call it fear of rejection, social anxiety, whatever, I’ve always been nervous to put myself in a position to be judged by my peers.

It really wasn’t until I was invited to an amazing Facebook group made up of a small close-knit group of industry peers focusing on supporting each other through the day-to-day struggles that I realized that nearly everyone shared the same fears, anxieties and experiences that I have.

What a relief it is to know there is a place where we share what we are feeling and have so much empathy! Finally I have a place I can turn to where people understand me.

Even if I don’t share as much as others, I have peace of mind knowing there are people there ready and willing to listen and help, where there’s no judgement, just open arms.”

Danny Goodwin:

“We’ve definitely made a lot of progress over the past year as a community. However, if I’m being completely honest, we still have a long way to go. I’m still hearing about issues of bullying. I’m seeing people piling on people they disagree with on Twitter.

While, thankfully, these are in the minority, the polarization and black-and-white thinking needs to stop. The judging and assuming needs to stop. The trolling and “mob mentality” needs to stop.

We need to stop fighting each other and start lifting each other up – treating everyone like human beings. Nobody is perfect, but I hope we will continue to see more people be able to let go of their hate and negativity to accept love and positivity into their lives. I know that will continue to be our aim with Friday Focus – to remind everyone that they are not alone in their struggles.

Ultimately, though, I am so happy to be a part of something so positive in our community – and it’s great to see so many others jumping onboard, too.”

Kim Krause Berg:

“It’s easy to assume that your peers are generally doing better than you, making more money than you, and are super successful in every way. It is only in the past few years that I realized this is baloney.

I respect people who remove their masks and show who they really are. We are people with lives and struggles, heartache, depression, and pain.

In the past year I have opened up more and made new friendships as a result. We have more in common with each other than we might think.”

Dave Davies:

“Over the past year I’ve seen an incredible shift in our community.

Social media itself breeds an environment where we see only the best of our peers and post the best of ourselves and being in marketing, needing to be on social media, needing to market ourselves on social media and seeing only the best version of those trained in presenting the best version of themselves – one can feel very alone in difficult times. Compounding that we face an often isolated profession where even sitting beside someone, we are focused on a screen and all they contain.

Sadly, we all know too well what that leads to, and over the past year we collectively recognized that we are human. That those around us are human. That others need support and perhaps most importantly, that we do too.

We finally heard the words spoken all too often after those tragic events, “If only they had asked for help.” And we took it upon ourselves to do so.

We finally knew to listen, to watch and to find out how those around us were doing, lest we face the loss of another friend who we would have dropped everything for, ‘If only they had asked for help.’

The community has grown it’s heart and soul over the past year.

There is still a lot to do. There are still many who don’t know where to turn. Many who don’t know who to talk to. But each time we reach out and each time we talk about challenges openly, share our own and listen to theirs … each time we do that, the community grows it’s heart a little more.

It has been a incredible year of change. While we will forever mourn the spark, the now burning fire keeps us all warmer.”

Jeremy Knauff:

“One thing that has changed dramatically in our industry over the last year, is that as individuals, we’ve become a lot more vocal about asking for help when we need it.

I think most people are more than willing to help each other. They just have to know that someone needs help. Now that people are starting to open up more about their personal struggles, the community is able to better support them.”

Thank You!

I want to take this opportunity to thank all of you – whether I know you in person, whether I know you online, even if I don’t know you at all –- thank you for being here.

Thank you for caring and sharing and being a part of the positive change that we are all working so hard at creating.

Keep being a force for good in our community.

Together we will make a difference.

Remembering the Tragedy That Made Our Community Start Talking  

 

This piece is written in memory, honor, recognition, and gratitude of Jordan Kasteler. For all that he gave us, shared with us, taught us and left us with. We are eternally grateful.

 


***PLEASE DO NOT STRUGGLE ALONE! Reach out, ask for help and know that you are valued.
CLICK HERE for a list of phone numbers for Suicide Hotlines around the world.***



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How to tackle rising Facebook CPAs

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SAN JOSE – With more advertisers and bigger budgets crowding onto Facebook and Instagram, acquisition costs are climbing. Advertisers can make their social ad dollars go further by re-thinking campaign fundamentals.

“You need to make sure you’re scaling your available inventory for click-through rates, mirroring your audience, and being dynamic,” 3Q Digital’s Senior Strategy Development manager Madeline Fitzgerald said in sharing tips for lowering CPAs across Facebook at SMX West Thursday.

Deconstructing Facebook CPCs

Audience size: bigger is usually better. CPCs on Facebook are affected by audience size, account structure, and click-through rates (CTR). The narrower and smaller your target audience, the more competitive your bid will need to be, Fitzgerald explained. The competition in the auction will ultimately impact the CPC outcome.

“If you’re noticing that your CPCs are really high, one of the first things you should do is check your audience sizes. If you’re seeing that [it’s] getting too specific, see if there are any other interests, behaviors, demographics that we can add.” Doing so, she explained, will help to broaden the target pool and give the Facebook algorithm more options to show your ads.

If you’ve reached a ceiling, broad targeting might be the next step. “If you already have a mature account, don’t go straight to this if you’re still early on in your testing phases. But if you’re trying to get to that next level, broad targeting is great way to do so,” Fitzgerald explained.

Account structure and segmentation. Account structure and the way we segment our ad sets can also determine the available ad inventory. Ads can run across a range of Facebook properties – from News Feed and Messenger to Stories and Instagram feeds. When we add segmentations like placements or geographies, the audience pool becomes restricted and advertisers might miss out on more efficient inventory.

“The algorithms are smarter than we are,” she reasoned. “Let the robots have it on factors like devices and placements. A couple of years ago, we laughed at everyone who did that. But we’re actually seeing a 13% lower CPA with some of our clients who [no longer segment those].”

Segmentation can be valuable when focusing on the funnel stage – i.e. audience personas, creative, and destination pages. But Fitzgerald recommends skipping demographics, geographies, devices, and placements — any of the factors you can’t edit after you set them up.

Campaign budget optimization. Soon, ad set budgets will be going away, in favor of campaign budget optimization (CBO), which uses machine learning to automatically serve ads to the target audience based on predictive analysis.

“I think the biggest way to figure out how to work this into our strategy is to think about the language Facebook is using to tell us about how the algorithm operates. Facebook tells us that CBO looks at the available opportunities – which is a combination of audience size and the audience’s propensity to actually convert into billable opportunities.”

Facebook’s algorithm prioritizes volume over potential for conversion,
which is why CBO works, she explained. Marketers can group together audiences with
similar potential reach or size and the budget optimization tool will see more
conversion potential for larger audience within the budget.  

Conversions are in the creative

Mirror your audience. “As advertisers, it’s our job to help users see themselves
and their goals – what they want to accomplish – in our creative. We need to
make sure we’re making it very obvious for them,” said Fitzgerald.

Compelling ad creative should be able to clearly visualize
the value proposition of what’s being promoted. And it’s not just about getting
more users in the door, it’s about getting the right users in the door
because they were drawn to your creative.

Engage audiences with video. Facebook has been pushing advertisers
to use animation and video for some time now, but Fitzgerald argues advertisers
still aren’t doing enough with it.

“A lot of advertisers take existing creative and put a slow
zoom on it, or pull a three-minute explainer video and think that counts as an
ad. But that’s not really what we’re being called to as advertisers here,” she said.
“It’s our job to figure out how to leverage movement in a more disruptive way,
and think about new original ways to talk to people.”

Highlight clear value in the copy.  Effective copy isn’t about being brand heavy. It’s about
making users comfortable with clicking on an ad. Fitzgerald explained that advertisers
can build that trust and comfort by keeping ad copy directly tied to the value of
what you’re selling.

“We want to make sure users don’t need to go through any guesswork to figure out what’s going to happen next,” Fitzgerald said. “People don’t want to have to read through your whole website to understand why they should engage with your brand.”

This story first appeared on Marketing Land. For more on digital marketing, click here.

Original URL:https://marketingland.com/how-to-tackle-rising-facebook-cpas-276352


About The Author

Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor’s editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.



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New local SERP live in Europe

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In April 2019, Google was experimenting with a new local SERP that highlighted alternative directory sources for the same query. At the time, we saw an example in the wild for Germany. Now, an updated version of the SERP featuring branded directory buttons appears to be live in the UK, Belgium, Spain, Greece, and France – if not already throughout Europe.

A more prominent directory box. Below is an example screenshot from a UK search, showing directory links above the map and local pack.

SERP showing results for ‘asbestos removal Halifax UK

This change in the SERP grows out of Google’s continuing effort to comply with the European Commission’s antitrust decision in shopping search. It’s also an attempt by the company to preempt a separate antitrust action in local search.

Yelp previously criticized these types of screens as a return to Google’s “rival links” remedy, which was originally proposed in 2013 and ultimately rejected by the European Commission.

UK SERP showing a local carousel above the map

How are the directories selected? One obvious and immediate question is how are the displayed directories chosen? This isn’t an ad unit, in contrast to the solution implemented in shopping search. In the latter context, comparison shopping engines and Google Shopping bid against one another for placement in PLAs. However, there’s no comparable “sponsored” or “ad” label in the directory box or carousel above.

We must assume that Google is algorithmically choosing the directories to display. In the UK example above, clicking on the directory box links takes users to a category page in the case of Yell but a business profile page in the case of Cylex. Other searches (e.g., “dentists, London”) show a carousel with multiple, alternative directories.

In some cases, the directories appear on the first page of the organic results, below the map. In other cases, they do not.

Why we care. It remains to be seen whether this approach is acceptable to the European Commission. Part of that will depend on whether the buttons drive meaningful traffic to these publishers. If so it could revive the fortunes of at least some of them (think “barnacle SEO”), which have continued to see declining traffic as Google My Business and zero-click search grab more user focus and engagement.


About The Author

Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.



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E-commerce category pages outperform product detail pages in SERPs

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E-commerce category pages represent a larger opportunity for ranking and driving organic search traffic than product detail pages, according to research unveiled at SMX West 2020 on Thursday. 

Across nearly 30 top U.S., e-commerce sites ranking for more than 25 billion keywords, category pages outperformed product detail pages, driving more keyword rankings and estimated traffic, as well as showing higher potential to capture additional traffic with optimization.

The data – culled by JumpFly and seoClarity from Google’s rankings in the U.S. – highlight the outsized role that category pages play in upper-funnel marketing efforts to drive brand awareness and interest.

Specifically, e-commerce category pages – which include parent category, subcategory and product grid pages with faceted navigation – ranked for 19% more keywords on average than product detail pages ranked for. The additional keywords they ranked for drove an estimated 413% more traffic, based on the keywords’ search demand and the pages’ ranking position. With optimization, those ranking category pages also showed the potential to drive 32% more traffic.

Even though category pages drove strong traffic, there’s a significant amount of room to improve ranking performance. On average, each captured an estimated 9% of the share of voice in its search results page. That means that the other ranking pages captured an estimated 91% of the clicks. Product detail pages, by contrast, captured just 2% of the share of voice.

E-commerce sector trends

The strong-category-page trend was most apparent across sectors that naturally target more generic head and torso keywords. For example, sites that sold cordless hammer drills, table lamps and cowboy boots drove stronger performance with category pages, including fashion, home goods and home improvement, as well as department store sites.

Interestingly, the results varied for one sector tested: electronics. One likely reason that product detail pages perform more strongly in this sector could be that electronics keyword themes tend to contain more concrete product attributes than those in other e-commerce sectors. For example, common TV searches include specifics like the size, display technology, resolution, brand and whether it’s “smart” or not. Product names for electronics also tend to contain some of those attributes to differentiate the many similar products available. Therefore, the relevance between a detailed search query and the details in the product name is higher than it would be for other sectors.

Regardless of sector, however, the direct-to-consumer space drove the strongest category-page results, with category pages ranking for 356% more keywords than product detail pages. These brand manufacturers selling their own products on their sites – like Apple, IKEA, The Gap and Nike – drove an estimated 202% more traffic with category pages, and had the potential to drive 233% more traffic.

Marketplaces and auctions

No e-commerce story is complete without a look at marketplaces and auctions. Unfortunately, there wasn’t a strong consensus among the sites in either group.

Behemoth Amazon bucks the trend with product detail pages ranking for an incredible 21,847% more keywords: 34 million keywords compared to the meager 155,000 keywords that its category pages ranked for. Amazon’s product detail pages also drove an estimated 57.5 times more traffic, and had the potential to drive 275.7 times more traffic. 

This makes a certain amount of sense based on Amazon’s strength in media and electronics sales. Both sectors are more focused on the types of keywords that product detail pages would naturally win – book and movie titles, and product attributes. In fact, one of Amazon’s best practices for product detail pages involves placing as many product attributes as possible into its 50- to 250-character product names. 

Conversely, the product names, and consequently the title tags that are typically based on them, tend to be very short and vague on most e-commerce sites. One luxury jewelry site, for example, has more than 10 products named simply “Ball Ring.”

Walmart’s smaller marketplace system acted more like Amazon with product detail pages that ranked more strongly. Though technically classified as a marketplace since its Target+ expansion to include third-party sellers last year, Target’s much smaller network acted more like a department store with stronger category pages. 

On the auction side, eBay acted more like a department store with slightly stronger category pages, while Etsy drove more rankings with its product detail pages.

Why it matters

This research suggests that category page optimization is a valuable area to prioritize to boost your organic search rankings and traffic.

Category pages form the backbone of an e-commerce site as the clickable representation of the site’s taxonomy. Every category page naturally targets a series of keyword themes that form a path through the funnel. The head keyword sits at the mouth of the funnel, while the related, more detailed themes step lower to form the torso and long tail that move toward the tip of the funnel. Traditionally, the product keywords sit at the very tip of the funnel, converting the customer to a sale.

For example, an e-commerce site that sells clothing could have the following click path through a series of five category pages: women’s clothing > dresses > maxi dresses > black maxi dresses > XL black maxi dresses. Each of those five pages targets a unique keyword theme with a place in the sales funnel. Optimizing category pages enables you to capture those searching customers as they explore their purchase options.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About The Author

Jill Kocher Brown is a 14-year SEO consultant, author, speaker, and editor. She loves data-driven decisions, scalable SEO strategies, e-commerce and technical SEO. A veteran of five agencies and in-house twice, Jill can be found these days at digital marketing agency JumpFly, Inc., where she’s pioneering the SEO practice.



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