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Sarah Worsham

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Using Hastags on Facebook May Kill Your Content

facebook engancha
facebook engancha (Photo credit: Wikipedia)

On Twitter, hashtags help spread news and link conversations.  On Google+, hashtags help group together related content.  On Facebook, hashtags kill your content?  According to a study by EdgeRank, when hashtags are used by businesses on status messages, both engagement and virality drop significantly.  While this may be related to the posts that are being tagged, it seems to me that this is really a problem with Facebook’s hashtag system.  Unlike Google+ and Twitter, hashtags are not easy to use or browse on Facebook — they also seem disruptive in the news feed — like you’ve just posted a Twitter post without bothering to modify it for Facebook.

Social Times has more analysis:

EdgeRank analyzed 35,000 posts from 500 business pages over the month of July this year. They were shocked by the results. At best, the hashtags had no impact, and at worst, the presence of a hashtag reduced the reach of the posts. Contrast this with Twitter, one of the first sites to use hashtags effectively, 70 percent of brands saw retweets increase with the use of hashtags. — Facebook Hashtags Aren’t Very Effective, Study Says by Kimberlee Morrison

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Remarkable Marketing for the Holidays

Doggie Ornament
Doggie Ornament (Photo credit: sazbean)

The holidays are an obvious time for marketing — spending is up, budgets need to be used, and there is a clear mindset of giving. Shopping online is big — as is using smartphones and tablets.  Social networks are driving traffic to shopping sites. Understanding the marketing landscape can help you create the right marketing strategy to reach your customers.  HubSpot has put together this presentation of statistics related to holiday marketing to help.

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Using Labels to Track Ad Testing in Google AdWords

A female Bloodhound.
A female Bloodhound. (Photo credit: Wikipedia)

While Ad Testing is a vital part of optimizing any PPC campaign, it can be tiring to track all the changes to determine what caused improvements or problems.  Many agencies track everything manually in a spreadsheet, or use a bid management platform that’s geared towards bidding, not tracking.  By being methodical with labels in AdWords, and using the Segment by Label option, you can have a visual key to what ad testing is happening on each ad.

Web Analytics World has a great article showing how to set this up:

The great thing about this process is that each label has an inherent ad testing goal. For example, Ad Title, Ad Content, and Ad Display URL are most typically tied to improving CTR. Ad Landing Page is related to conversion rate (CVR). Ad Offer is a combination of CTR & CVR and is probably best measured by cost per acquisition (CPA). However, although each ad category has a “natural” tie to ad performance, your goal may be different. For example, if you are trying to improve lead quality through ad content, CTR is not a good metric for ad performance. — Tracking Ad Testing in Google AdWords by Mike Nierengarten

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