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Monthly Archives: February 2019

It’s Time for Facebook to Become the Google Grants of Social Media

February 28, 2019 No Comments

Facebook Ads NonprofitWhenever I speak to Nonprofits (which is something I love to do), I always evangelize the importance of leveraging all of the online technology companies which offer “in-kind” services, especially Google Grants. However, for marketers in today’s world, Google Grants is simply not enough. Identifying with potential donors, volunteers and simple awareness has evolved way beyond the search engines and into our Facebook and Twitter feeds as we all crave instant news, gossip and basic information. In this post, I will discuss not only the steps that have already been taken by Facebook, but also how much more they need to do to fulfill their obligation to assist those organizations in need.

What Facebook needs to Learn from Google

In the early months of 2002, Google relaunched its AdWords platform with a new cost-per-click (CPC) pricing model that made it increasingly more popular and successful with both large and smaller companies. It was this achievement that opened the eyes of both the Google founders and other Google executives, to provide the same opportunity for Nonprofits by giving them free ads on Google.com. In essence, they believed that the Adwords platform would enable non-profits too reach a much larger audience and connect with the people who were searching for information about their specific cause or programs. As you will see below, it has grown by leaps and bounds….

Recent screenshot from the new Google Grants Blog:

 

Why Facebook Doesn’t Understand the Opportunity

After seeing the success of Google grants for the past 13 years, you would think Facebook would have a Nonprofit plan already in place to offer Free advertising to Nonprofits. However, it appears that even though they have made attempts to achieve this, it was simply not enough. According to the great article by AdWeek entitled: “Nonprofits Rely Heavily on Social Media to Raise Awareness“, author Kimberlee Morrison mentions that the social media presence is growing significantly for nonprofits. She goes on to say: “The report shows an increase of 29 percent in Facebook fans across all verticals and a 25 percent increase in Twitter followers. What’s more, there are big increases in sharing and likes from sources outside the follower base, so it would be wise for nonprofits to play to that strength on social sites if their aim is attracting a wider user base.

How Facebook Failed in its First Attempt

Back on November 15, 2015, The Nonprofit Times published an interesting article entitled “$ 2 Million In Facebook Ads Going To Nonprofits” in which Facebook announced in partnership with ActionSprout, that they will distribute $ 2 million in Facebook Ads credits during the holiday season. These Facebook Ads credits (up to $ 1,500 each) will be given out to roughly two-thousand nonprofits. According to author Andy Segedin, he states that …according Drew Bernard, CEO and co-founder. Organizations will receive credit allotments of $ 600, $ 900, $ 1,200 or $ 1,500 that will be granted from December through February. All applicants will be set up with a free ActionSprout account, Bernard said.

The article goes on to say: “Bernard hopes that the credit giveaway will help organizations post more and better content on Facebook. The company plans to publish key findings based off of the distribution and use of the credits, but will not move forward with any follow-up efforts until information is gathered. “This is a test to see what we can learn, and with what we learn we’ll all go back to the drawing board and see if there’s something we should do next with this”.

If you are interested in hearing more about the “key findings” of this test, your going to have to wait a little while and also give them your email address. (Not very Philanthropic)

Screen Shot 2016-05-06 at 10.17.19 AM

 

In Conclusion:

If you can tell by my tone, I am somewhat disappointed by Facebook’s lack of initiative with their efforts to help Nonprofits.  In my opinion, they offer a much stronger platform than Google Adwords based on their “intense” targeting as well as their “ripe and persuasive audience”. I am also quite shocked that they could not follow in the footsteps of Google’s 13 years of supporting Nonprofits with their Google Grants Programs. To end insultr to injury, I am also dumbfounded that they not only had to partner with another company but also label their efforts as a test to limited number of Nonprofits for just a couple month. What’s the point of a test, when you know Nonprofits could only benefit from the Free Advertising.

You almost get the sense that this was for the benefit for everyone else, except for the Nonprofit which needs it the most.


PPC Marketing Agency | Search Marketing Firm | Adwords Certified Consultant


It’s Time for Facebook to Become the Google Grants of Social Media

February 28, 2019 No Comments

Facebook Ads NonprofitWhenever I speak to Nonprofits (which is something I love to do), I always evangelize the importance of leveraging all of the online technology companies which offer “in-kind” services, especially Google Grants. However, for marketers in today’s world, Google Grants is simply not enough. Identifying with potential donors, volunteers and simple awareness has evolved way beyond the search engines and into our Facebook and Twitter feeds as we all crave instant news, gossip and basic information. In this post, I will discuss not only the steps that have already been taken by Facebook, but also how much more they need to do to fulfill their obligation to assist those organizations in need.

What Facebook needs to Learn from Google

In the early months of 2002, Google relaunched its AdWords platform with a new cost-per-click (CPC) pricing model that made it increasingly more popular and successful with both large and smaller companies. It was this achievement that opened the eyes of both the Google founders and other Google executives, to provide the same opportunity for Nonprofits by giving them free ads on Google.com. In essence, they believed that the Adwords platform would enable non-profits too reach a much larger audience and connect with the people who were searching for information about their specific cause or programs. As you will see below, it has grown by leaps and bounds….

Recent screenshot from the new Google Grants Blog:

 

Why Facebook Doesn’t Understand the Opportunity

After seeing the success of Google grants for the past 13 years, you would think Facebook would have a Nonprofit plan already in place to offer Free advertising to Nonprofits. However, it appears that even though they have made attempts to achieve this, it was simply not enough. According to the great article by AdWeek entitled: “Nonprofits Rely Heavily on Social Media to Raise Awareness“, author Kimberlee Morrison mentions that the social media presence is growing significantly for nonprofits. She goes on to say: “The report shows an increase of 29 percent in Facebook fans across all verticals and a 25 percent increase in Twitter followers. What’s more, there are big increases in sharing and likes from sources outside the follower base, so it would be wise for nonprofits to play to that strength on social sites if their aim is attracting a wider user base.

How Facebook Failed in its First Attempt

Back on November 15, 2015, The Nonprofit Times published an interesting article entitled “$ 2 Million In Facebook Ads Going To Nonprofits” in which Facebook announced in partnership with ActionSprout, that they will distribute $ 2 million in Facebook Ads credits during the holiday season. These Facebook Ads credits (up to $ 1,500 each) will be given out to roughly two-thousand nonprofits. According to author Andy Segedin, he states that …according Drew Bernard, CEO and co-founder. Organizations will receive credit allotments of $ 600, $ 900, $ 1,200 or $ 1,500 that will be granted from December through February. All applicants will be set up with a free ActionSprout account, Bernard said.

The article goes on to say: “Bernard hopes that the credit giveaway will help organizations post more and better content on Facebook. The company plans to publish key findings based off of the distribution and use of the credits, but will not move forward with any follow-up efforts until information is gathered. “This is a test to see what we can learn, and with what we learn we’ll all go back to the drawing board and see if there’s something we should do next with this”.

If you are interested in hearing more about the “key findings” of this test, your going to have to wait a little while and also give them your email address. (Not very Philanthropic)

Screen Shot 2016-05-06 at 10.17.19 AM

 

In Conclusion:

If you can tell by my tone, I am somewhat disappointed by Facebook’s lack of initiative with their efforts to help Nonprofits.  In my opinion, they offer a much stronger platform than Google Adwords based on their “intense” targeting as well as their “ripe and persuasive audience”. I am also quite shocked that they could not follow in the footsteps of Google’s 13 years of supporting Nonprofits with their Google Grants Programs. To end insultr to injury, I am also dumbfounded that they not only had to partner with another company but also label their efforts as a test to limited number of Nonprofits for just a couple month. What’s the point of a test, when you know Nonprofits could only benefit from the Free Advertising.

You almost get the sense that this was for the benefit for everyone else, except for the Nonprofit which needs it the most.


PPC Marketing Agency | Search Marketing Firm | Adwords Certified Consultant


Watch Michael Cohen Testify Before Congress Right Here

February 27, 2019 No Comments

On Wednesday morning, the former Trump fixer will appear before the House Oversight Committee to share everything he knows about Trump’s business practices.
Feed: All Latest


Watch Michael Cohen Testify Before Congress Right Here

February 27, 2019 No Comments

On Wednesday morning, the former Trump fixer will appear before the House Oversight Committee to share everything he knows about Trump’s business practices.
Feed: All Latest


How to Hire the Right Paid Media Professional for Your Business

February 27, 2019 No Comments

Going through the hiring process is hard enough for traditional advertising fields. Getting the right candidate is crucial and can make or break entire departments. The process is even more difficult for a rapidly evolving and growing field like paid media, a field that demands specific skills and abilities that aren’t often easily reflected in […]

Read more at PPCHero.com
PPC Hero


New VMware Kubernetes product comes courtesy of Heptio acquisition

February 26, 2019 No Comments

VMware announced a new Kubernetes product today called VMware Essential PKS, which has been created from its acquisition of Heptio for $ 550 million at the end of last year.

VMware already had two flavors of Kubernetes, a fully managed cloud product and an enterprise version with all of the components such as registry and network pre-selected by VMware. What this new version does is provide a completely open version of Kubernetes where the customer can choose all of the components, giving a flexible option for those who want it, according to Scott Buchanan, senior director of product marketing for cloud native apps at VMware.

Buchanan said that the new product comes directly from the approach that Heptio had taken to selling Kuberentes prior to the acquisition . “We’re introducing a new offering called VMware Essential PKS, and that offering is a packaging of the approach that Heptio took to market and that gained a lot of traction, and that approach is a natural complement to the other Kubernetes products in the VMware portfolio,” he explained.

Buchanan acknowledged that a large part of the market is going to go for the fully managed or fully configured approaches, but there is a subset of buyers that will want more choice in their Kubernetes implementation.

“Larger enterprises with more complex infrastructure want to have a very customized approach to how they build out their architecture They don’t want to be integrated. They just want a foundation on which to build because the organizations are larger and more complex and they’re also more likely to have an internal DevOps or SREOps team to operate the platform on a day-to-day basis,” he explained.

While these organizations want flexibility, they also require more of a more consultative approach to the sale. Heptio had a 40-person field service engineering team that came over in the acquisition, and VMware is in the process of scaling that team. These folks consult with the customer and help them select the different components that make up a Kubernetes installation to fit the needs of each organization.

Buchanan, who also came over in the acquisition, says that being part of VMware (which is part of the Dell family of companies) means they have several layers of sales with VMware, Pivotal and Dell all selling the product.

Heptio is the Kubernetes startup founded by Craig McLuckie and Joe Beda, the two men who helped develop the technology while they were at Google. Heptio was founded in 2016 and raised $ 33.5 million prior to the acquisition, according to Crunchbase data.


Enterprise – TechCrunch


New VMware Kubernetes product comes courtesy of Heptio acquisition

February 26, 2019 No Comments

VMware announced a new Kubernetes product today called VMware Essential PKS, which has been created from its acquisition of Heptio for $ 550 million at the end of last year.

VMware already had two flavors of Kubernetes, a fully managed cloud product and an enterprise version with all of the components such as registry and network pre-selected by VMware. What this new version does is provide a completely open version of Kubernetes where the customer can choose all of the components, giving a flexible option for those who want it, according to Scott Buchanan, senior director of product marketing for cloud native apps at VMware.

Buchanan said that the new product comes directly from the approach that Heptio had taken to selling Kuberentes prior to the acquisition . “We’re introducing a new offering called VMware Essential PKS, and that offering is a packaging of the approach that Heptio took to market and that gained a lot of traction, and that approach is a natural complement to the other Kubernetes products in the VMware portfolio,” he explained.

Buchanan acknowledged that a large part of the market is going to go for the fully managed or fully configured approaches, but there is a subset of buyers that will want more choice in their Kubernetes implementation.

“Larger enterprises with more complex infrastructure want to have a very customized approach to how they build out their architecture They don’t want to be integrated. They just want a foundation on which to build because the organizations are larger and more complex and they’re also more likely to have an internal DevOps or SREOps team to operate the platform on a day-to-day basis,” he explained.

While these organizations want flexibility, they also require more of a more consultative approach to the sale. Heptio had a 40-person field service engineering team that came over in the acquisition, and VMware is in the process of scaling that team. These folks consult with the customer and help them select the different components that make up a Kubernetes installation to fit the needs of each organization.

Buchanan, who also came over in the acquisition, says that being part of VMware (which is part of the Dell family of companies) means they have several layers of sales with VMware, Pivotal and Dell all selling the product.

Heptio is the Kubernetes startup founded by Craig McLuckie and Joe Beda, the two men who helped develop the technology while they were at Google. Heptio was founded in 2016 and raised $ 33.5 million prior to the acquisition, according to Crunchbase data.


Enterprise – TechCrunch


How Zero Built the SR/F, Its All-New Electric Motorcycle

February 25, 2019 No Comments

The streetfighter bike delivers 110 horsepower, 140 pound-feet of torque, a 120 mph top speed, and 161 miles of range.
Feed: All Latest


How Zero Built the SR/F, Its All-New Electric Motorcycle

February 25, 2019 No Comments

The streetfighter bike delivers 110 horsepower, 140 pound-feet of torque, a 120 mph top speed, and 161 miles of range.
Feed: All Latest


How Social Advertising is Reinventing Our Display Marketing Strategies

February 25, 2019 No Comments

facebook-ads-google-displayIn today’s world, there is rarely a PPC Marketing Strategy that does not include or even toy with the notion of creating either a Facebook Ads or Twitter Ads campaign(s) at some point in the strategy life-cycle. Because of this, marketers are developing and testing different audience segments based on interests, household income, marital status, exercise habits, etc… Frankly, it has changed the landscape of online marketing as we know it. In this post, I will talk about the importance of leveraging the targeting abilities within Facebook Ads and how it can benefit your next Google display campaign.

Facebook Ad’s Demographic Targeting Abilities

The targeting abilities in both Google Display and Facebook Ads are similar with regard to Demographics and Topics/Placement. However, truth be told, Facebook is just far more superior to marketers based on their the deeper targeting options and more precise segmentation abilities. So without further ado, lets talk about the similarities and how marketers can harness what they have learned from Facebook and apply to Google.

As you can see from the screenshot below ↓, Google Display provides similar demographic targeting options as compared to Facebook. They allow marketers to choose Genders, Ages and even Parental Status. However, there is one major “elephant in the room” here that skews all of this and that is the dreadful UNKNOWN that we see in all of our data reports. These unknowns are basically people that Google can not identify to be associated with any or all of the targeted options selected. (In Facebook, they have the same problem). The common issue is that not all people want to disclose their information to the platforms, hence making it more of a “ballpark” than a “hole in one”

Demographic targeting in PPC Marketing

The Fuzziness with Google Topics Targeting

In Google Display, we have the ability to select specific topics and/or placements where we want to advertise our display banners and text ads. In the screenshot below ↓, I have provided a small example of how we can target the topic(s) of Coffee & Tea. But here’s the catch. In Google, we have an INTENT problem with our ability to choose specific audiences based on these very generalized topics. Meaning, the Coffee and Tea audience found in Google could be anything from Coffee Market Financials to the Health Benefits of Green Tea, but NOT specifically the Coffee and Tea drinkers. It is this little dilemma that forces marketers to add another layer of targeting to try and “hone in” on their preferred audience. That extra layer is called Placement targeting, but there are some extra steps that are needed to get the most out of it.

Extra Effort needed with Google Placement Targeting

Placement Targeting is the closest thing to to Facebook Ads in terms of reaching specific brands or interests that possess a higher level of intent to make a purchase. However, there are some common issues with placement targeting that marketers need to know before they start spending their ad dollars.

  • The partnering websites in this network are common Adsense customers. They can vary from being very authoritative and prominent like (CNN, Nytimes, etc..) all the way to suspicious arbitrage sites where all they do is drive up impressions and cost (yes, they still exist)
  • Marketers are often missing out on potential site partners because Google’s own search engine is not up to date on listing all of them (meaning, there are great sites that are a part of the Adsense network that are not listed in their directory). This hiccup forces marketers to do their own research to find those sites and they need to be added manually.

In Conclusion:

The targeting abilities within Facebook Ads have become an absolute “game changer” in the PPC marketing world. It has made such an impact that it’s starting to question Google’s own targeting abilities within the display network. The FBA platform allows advertisers to reach those avid Coffee and Tea drinkers by targeting everything from certain Brands, Flavors, Keurig Cups, Brewing types, etc… However, simply eliminating Display from their strategy is not a wise choice, considering the missed opportunities in reaching that additional audience. If there is one take-away from this article, it is to take what they have learned from Facebook Ads and apply them to their display campaigns.


PPC Marketing Agency | Search Marketing Firm | Adwords Certified Consultant


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