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How Facebook Ads Are Changing In 2022

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How Facebook Ads Are Changing In 2022


Facebook ads are changing. Realistically, who’s surprised?

Facebook ads and change are synonymous. It would take at least 3-digits to count all the updates Facebook has made to its advertising platform since its launch in 2007. As marketers, we’re just riding the wave (including the biggest wave of their recent parent name change to Meta).

With each advertising change, it’s not our job to dramatically ask, “WHY?!”. Instead, we have to ask, “How?”.

  • How are ads changing?
  • How does this impact my business specifically (based on products and niche)?
  • How will I adapt?

Here’s what you need to know about the latest changes launching on January 19th, 2022.

*Some* Detailed Targeting Options Will be Removed

For those relying heavily on Facebook advertising for profits, take note that Facebook said *some*—not all.

This isn’t necessarily Facebook’s opinion on how to make advertising better. The social media platform confidently says, “We strongly believe that the best advertising experiences are personalized.” But, their consultants in the civil rights and policy sectors (and their stakeholders) are requesting the update.

Facebook is agreeing to make some parts of their advertising platform less personalized to “better match people’s evolving expectations of how advertisers may reach them on our platform…”.

The detailed targeting options that will be removed involve topics that Facebook has categorized as sensitive like:

  • Health
  • Race
  • Ethnicity
  • Sexual orientation
  • Religion
  • Political beliefs

As of January 19th, 2022, advertisers will no longer be able to target users based interests like:

  • Lung cancer awareness
  • LGBT culture
  • Jewish holidays
  • Social issues

And as usual, Facebook will also use this update to remove targeting options on interests advertisers haven’t been opting for.

Here’s a rundown from the Meta for Business blog on how advertisers can adapt to these new changes.

What Does This Mean for the Marketing API?

The Marketing API will change on January 19th, 2022, but most campaigns can continue targeting the above options until March 17th, 2022.

That doesn’t mean you should wait until March to make changes, though. Facebook’s recommendation is to “the list of ad set IDs targeted at affected objects via the Deprecated targeting terms API. Thereafter, partners can evaluate the ad sets’ targeting specifications against Targeting Status API to identify the object IDs that may cause a pause in delivery.”

Before March 17th, you can make edits at the campaign level but Facebook warns some edits at the ad set level, like changes to placements and targeting options) could update your target audience. They’re advising you to avoid editing your campaigns or ad sets if possible, after January 19th.

How to Know If You Chose a Removed Targeting Option

After March 17th, 2022, advertisers choosing a remove targeting option will see this message from Facebook:

“Error code 100, sub code 18157520: Cannot Use Invalid Detailed Targeting Options: Some of Your Detailed Targeting Options Have Been Removed: This ad set includes detailed targeting options that are either no longer available or unavailable when excluding people from an audience. You may need to remove items from your ad set or confirm the changes to turn it back on.”

If you see this message, you’ll need to update your targeting option outside of the mentioned interests above.

Facebook advertising is changing, but we’re not surprised. We’re here to ride Facebook’s wave—which looks like it’ll be taking us into the metaverse pretty soon. Using their suggestions to help reach these audiences, we can update our ad sets and campaigns to adapt.

Because as marketers, that’s really our main job. 

Master the marketing fundamentalsand adapt to the latest and greatest platform available to reach our audience.



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Top 6 SEO Tips for Bloggers that Will Skyrocket Google Rankings

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Top 6 SEO Tips for Bloggers that Will Skyrocket Google Rankings

The majority of blogs rely heavily on search engines to drive traffic. On the other hand, there is a misunderstanding that creating “SEO-optimized content” entails stuffing keywords into paragraphs and headers, which leads to barely readable blog articles.

But that’s not what SEO is all about. In this article, you’ll discover the top 6 SEO strategies and how crucial they are for improving your blog posts rank in Google search results.

How Important Are Google Rankings For Your Blog?

Search engine traffic is essential if you’re blogging in hopes of growing your business. After all, what’s the point in writing content if no one is going to see it? The higher your blog post ranks in Google search results, the more likely people will find and read it.

And the more people who read your blog post, the more likely someone will take the desired action, whether signing up for your email list, buying one of your products, or hiring you as a coach or consultant. So, it is essential to have SEO optimized blog.

How To Incorporate SEO Into Your Blogs?

It would help if you started putting these six pieces of constructive SEO advice for bloggers into practice immediately:

1. Write For Your Readers

The standard of blog writing started significantly declining when “SEO content” became a buzzword. Instead of writing for people, they began to write mainly for robots in search engines. Unfortunately, some bloggers still express themselves in this way nowadays.  

But luckily, things have greatly improved, especially since the Hummingbird update and the rise of voice searches. The Hummingbird update was developed to assist Google in comprehending the purpose of searches.  

For instance, Google would understand that you are seeking nearby restaurants if you Googled “places to buy burgers.” It influences SEO because search engines are now more geared toward providing answers to queries and supporting semantic search rather than merely focusing on keywords.

You typically utilize Google, Bing, YouTube, or even Siri to find answers to questions. Take that idea and use it to improve your blog. Your writing should address the concerns of your intended audience in detail.

Your blog shouldn’t exist solely to help you rank for a particular keyword. Instead of concentrating on keywords, shift your attention to creating content that addresses the issues of your target audience.

2. Link to High-Authority websites

Don’t be scared to use external links when you construct your blog content. In addition to giving blog visitors more resources to read and learn from, linking to reputable websites demonstrates to search engines that you have done your research.

Research-based statistics from reputable websites are the best way to support blog content. Using compelling statistics will help you create a stronger, more specific argument that will help you win your readers’ trust.

3. Design a link building Strategy

Your search ranking is significantly impacted by link building. Why? Consider search results a contest where the people who receive the most votes win.

Google considers every website that links back to you as a vote for your website, elevating your content’s credibility. You will move up in ranking as a result. Here are some starter ideas for your link-building:

  • Communicate to other bloggers in your niche and offer to guest post on their website. Include a link back to your blog in your guest post.
  • Participate in online and offline community events related to your niche. For example, if you blog about fitness, you could attend a trade show related to fitness or health.
  • Create helpful resources that other bloggers in your niche find valuable, such as an eBook, cheat sheet or template. Include a link back to your blog on these resources.
  • Leverage social media to get your content in front of as many people as possible.

4. Learn About Google Webmaster Tools

Do you remember getting a warning from your teacher when you did anything incorrectly in elementary school? Your opportunity to clean up your act and get back on track to avoid punishment was given to you with that warning. In a way, Google Webmaster Tools serves that purpose for your blog.

Google Webmaster Tools will warn you when something suspicious is happening with your blog by giving you diagnostics, tools, and data to keep your site in good condition.

What you can observe in the Webmaster Tools Search Console is:

  • The percentage of your pages that Google has indexed
  • If your website is having issues with Google’s bots indexing it
  • If your website was hacked
  • How search engine bots see your website
  • Links to your site
  • If Google penalized your website manually

The great thing about Webmaster Tools is that it informs you what’s wrong with your website and how to fix it. To resolve any difficulties Google discovers with your blog, you can utilize a vast knowledge base of articles and a forum.

5. Include Keywords in your Meta Description

Does your post include meta descriptions? If not, you’re probably not providing your content with the best chance of being seen. Google also analyzes meta-descriptions to determine search results. The one- to three-sentence summaries beneath a result’s title is known as meta descriptions.

Use meta descriptions to briefly summarize the subject of your post, and keep in mind to:

  1. Make it brief.
  2. Use between one and two keywords.
  3. Since there will likely be other postings that are identical to yours, you should make your description stand out from the competition.

6. Establish Linkable Assets

A linkable asset is a unique, instrumental piece of content that’s so valuable people can’t resist linking to it. It’s similar to dining at a fantastic restaurant and a merely adequate one. You’ll go out of your way to tell everyone about the excellent restaurant, but if someone asks if you’ve been there, you’ll probably only mention the merely adequate one.

The ProBlogger job board is an excellent example of a linkable asset. For independent bloggers looking for compensated writing opportunities, it’s a terrific resource. The page is constantly linked in blog posts on monetizing your blog or websites that pay you to write for them. Why? Because it is rare and costly.

You can build the following linkable assets for your blog:

  • Free software or apps
  • Ultimate guide posts
  • Huge lists
  • Infographics
  • Online guide
  • Influencer tally reports
  • Quizzes
  • A case studies
  • Industry studies or surveys

Final Thoughts

By following these six SEO tips for bloggers, you’ll be well on your journey to improving your blog’s Google ranking. Remember that SEO is an ongoing process, so don’t get discouraged if you don’t see results immediately. The key is to be patient and consistent in your efforts, and soon you’ll start reaping the rewards of your hard work!

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B2C Marketers Treat Content Marketing as a Project; That’s a Mistake [New Research]

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B2C Marketers Treat Content Marketing as a Project; That’s a Mistake [New Research]

In The End of Competitive Advantage, Rita Gunther McGrath illustrates all competitive advantages are transient. She contends everybody understands that. So why hasn’t basic strategy practice changed?

As Rita writes:

Most executives, even when they realize that competitive advantages are going to be ephemeral, are still using strategy frameworks and tools designed for achieving a sustainable competitive advantage, not for quickly exploiting and moving in and out of advantages.

That last part resonates after working with hundreds of enterprise brands over the last 10 years. Most businesses think about how they can change content to fit marketing’s purpose, not how they might change marketing to fit content’s purpose.

Guess what? Your content will never be a sustainable competitive advantage or differentiator – all content assets are easily replicable and, at best, only transient in differentiated value.

In the newly released Content Marketing Institute/MarketingProfs B2C Content Marketing Benchmark, Budgets, and Trends – Insights for 2023, I see it’s time to feed the content giant that awakened last year. But be careful not to get so distracted by the food you fail to cook consistently over time. All too often, content marketers get wrapped up in content creation rather than in the ability to lead the capabilities to create consistently.

Content should be a strategic activity

Look at content operations as the catalyst that can change everything for your content marketing challenges. You should recognize the activities you perform are a competitive advantage. Success hinges on the ability of a team (of one or 100) to be dynamic and fluid – moving in and out of “arenas” (as Rita calls them in her book) of content and creating temporary advantages.

Here’s the real takeaway: Ask everyone in your business – including your CEO – if they believe compelling, engaging, useful, and dynamic content-driven experiences will move the business forward.

If the answer is yes, then the strategic value lies in your ability to evolve and coordinate all the activities to create those content-driven experiences repeatedly. It does not lie in the content or the distribution plans. Your team’s job is not to be good at content; your job is to enable the business to be good at content.

#ContentMarketing’s strategic value lies in the ability to repeatedly deliver content-driven experiences, not the content itself, says @Robert_Rose via @CMIContent. Click To Tweet

Consider some highlights from this year’s research.

Struggle is real for content marketing strategy

Content marketing remains important.

Seventy percent of B2C marketers told us that content marketing has become more important to their organization over the last year. (Only 4% say it’s less important.)

Importance of B2C Content Marketing in the Last Year

With an increase in importance comes a need for more resources. When asked what they would change about content marketing in their organization, they say they want more staff, more budget, and better access to subject matter experts.

70% of #B2C marketers say #ContentMarketing is more important in their organization than last year according to @CMIContent #research via @Robert_Rose. Click To Tweet

Yes, content marketing is more important, but content marketers struggle to keep up with the demand.

Why?

Because so many businesses treat content marketing as a campaign-, project-focused effort that requires different “assets.” Content marketers are so busy churning out projects of content that they haven’t figured out how to make it a repeatable, consistent, and scalable process.

As far as their biggest challenges in content marketing, 57% of B2C marketers say creating content that appeals to different target audiences. Rounding out the top three: developing consistency with measurement (44%) and differentiating our products/services from the competition (40%).

B2C Organizations' Current Content Marketing Challenges

57% of #B2C marketers say they are challenged to create #content that appeals to different target audiences according to @CMIContent #research via @Robert_Rose. Click To Tweet

Solving all three of these challenges centers around strategic content operations – setting a consistent long-term strategy to differentiate, developing a measurement plan that stands the test of time, and scaling to meet the needs of different audiences. But most marketers aren’t planning to acquire the help to tackle those challenges. Among the resources they plan to hire or contract in the coming year, almost half (45%) say they will look to grow writers, designers, photographers, and videographers.

It’s like trying to design a bigger house by simply adding more bricks.

45% of #B2C marketers plan to hire content creators in the coming year. @Robert_Rose says that’s like designing a bigger house by adding more bricks via @CMIContent #research. Click To Tweet

But B2C content marketing is working

Despite their challenges, talented practitioners find success. Overall, 81% of B2C marketers rate their success as either moderately, very, or extremely successful. Only 2% say they were “not at all” successful.

How B2C Marketers Rate Their Organization's Overall Level of Content Marketing Success in Last 12 Months

And 86% say content marketing provides a “meaningful/purposeful career path.”

These results align with the research discovered in CMI’s Content Marketing Career & Salary 2023 Outlook (registration required). We found though content marketers are generally happy in their current roles, they would be happier if their organizations prioritized content marketing, backed it with strategies and resources, and invested in technologies to help them do their jobs faster and more efficiently.

The final bit of good news? Almost three-quarters (73%) of content marketers expect their organization’s investment in the practice will increase or remain the same this year. Only 3% believe it will decrease.

Different activities, not more efficient ones

The B2C research presents some interesting insights into the priorities for 2023:

  • Businesses must increasingly stop organizing and scaling new marketing teams based on platforms, technologies, or inside-looking-out views of the customer journey. The format and placement of those experiences on multiple channels will always be temporal. Success happens when the business becomes skilled and integrated at operating and managing all manners of content-driven experiences.
  • Businesses must stop looking at content from a container-first perspective – designed solely to support marketing tactics or initiatives. Success happens when the business recognizes content operations as a function, supporting the fluid use of content to fuel better customer experiences.
  • Businesses must not say, “That’s the way we’ve always done it,” when one experience no longer works. Success happens when the business can healthily disengage and dismantle experiences that aren’t working. They can constantly reconfigure their activities and manage portfolios of content-driven experiences.

Starting with the wrong premise

Often the first sign of trouble in any content marketing approach is when you hear, “How do we get more efficient at content?”

Efficiency involves changes to a process to remove friction. The question often assumes a working, standard operation providing value already exists. But if there is no repeatable standard operation, efficiency ends up meaning producing the same or more content with the same resources.

That rarely works out to be better for the business.

The more difficult task for content marketers is to determine the different activities necessary to create or augment the processes and identify the activities to undertake differently.

The content you create provides no sustainable competitive business advantage. But a strategic content operation just might.

Get the latest Content Marketing Institute research reports while they’re hot – subscribe to the newsletter. 

HANDPICKED RELATED CONTENT:

Cover image by Joseph Kalinowski/Content Marketing Institute



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Renting vs. Owning the Post-Review Local Consumer Journey

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Renting vs. Owning the Post-Review Local Consumer Journey

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Technology can be a conductor or a barrier. Everything we do to market local businesses is meant to culminate in a human encounter. When we get our part right (and external forces smile upon us), technology connects us. When we get our part wrong (or external forces impede us), technology can have the frustrating effect of sundering local brands from their customers, with everybody losing out on the deal.

The modern phenomenon of local search exemplifies the concept of a “mixed blessing”. Loss of control over significant parts of the customer journey can be a source of legitimate stress for owners and marketers. Stress isn’t good for us, of course, and that’s why I’m hoping this message brings some welcome relief: control of the most important aspects of the consumer journeys remains strongly on your side, and you can thrive without the parts you have to give up. We’ve got data to back this up, thanks to Moz’s recent report, The Impact of Local Business Reviews on Consumer Behavior, and I’m hoping today’s column will lift some burdens that may have been weighing you down.

The data

Let’s start out by taking a moment to really reflect on what it means that 96% of adults read local business reviews. Basically almost everyone in your community is perusing this content, making it the widest possible road to your front door, but the truth is that it exists in a space you only partially control. Given that only 11% of review-readers trust brand messaging over public opinion, reviews matter greatly, and it’s a tough reality that they mainly happen in digital spaces you rent rather than own.

If something goes wrong with your reviews on third party platforms like Google, Nextdoor, or Yelp, such as a spam attack, or the random disappearance of your reviews due to a bug or update, or a single irate customer shouting half-truths or downright falsehoods through a megaphone amid a small number of reviews, you have limited direct recourse for resolution. Platforms may or may not respond to your pleas for help, and some customers may ignore even your best offers to resolve their complaints – the sense of lost control is not imaginary.

Here is the good news: for 91% of your potential customers, the very next step they take after reading reviews will land them in spaces you own. 51% will head to your website, which you fully control, 27% will visit your place of business, which you also fully control, and 13% will contact you, and it’s you who control your phone and text lines, your email, forms, and live chat. Apart from the 8% that will move from reviews to the profiles you rent on social media platforms, management of customer experiences is almost all on your side and in your house.

Barring mishaps like your website being infected with malware, a temporary closure of your premises due to illness, or a power outage bringing down your phone lines, it turns out that you remain in charge of key customer/brand experiences during nearly all of the post-review consumer journey. Great news, indeed! But it carries some big responsibilities with it.

Converting on the next step after reviews

The wide funnel begins to narrow as consumers transition from reading reviews to their next steps. Winning maximum conversions from their next actions depends on having the right welcome in place in all three of these spaces:

The local business website

Whether customers click from the review profile to your website homepage, or to a landing page your listing is linked to, prepare this welcome for them:

  • An accessible, secure, technically-clean, optimized website housing the multi-media content and features the customer needs to take their next steps towards a transaction.

  • Highly visible information on every way in which the customer can contact and visit you, including phone, text, chat, messaging, email, forms, hours of operation, maps, and written directions.

  • Additional first-party reviews to provide further proofs of your good reputation and tide you over in times when bugs make your third-party reviews go missing.

  • A unique selling proposition to seal the deal.

Your place of business

Whether your place of business is your physical premises, or your clients’ locations, you can shine on this main stage with the following:

  • Exceptional customer service based on the training of your staff and good management of the entire customer service ecosystem. With 65% of review writers saying they’ve written negative reviews because of experiencing bad or rude customer service, building an employee-centric company that radiates both happiness and helpfulness is your best bet for building an excellent reputation.

  • Careful guardianship of your supply chain. 63% of review writers say they’ve written negative reviews after purchasing bad products. The quality of your inventory supports both repeat purchases and high ratings.

  • Accurate online local business listings. 52% of survey respondents have written negative reviews after encountering incorrect business information on the Internet. Use of listings management software like Moz Local can ensure that what’s published about your business online (like hours of operation, addresses, and key services) matches what the customer will experience in the real world, preventing inconvenience and disappointment.

Your contact options

Whether a review reader turns next to your phone line, text line, live chat, website form, or email, assist them towards a next conversion by:

  • Reducing on-hold times on your phone line to the bare minimum

  • Ensuring all public-facing representatives of the business are well-trained in your products, services and policies

  • Providing realistic estimates of when a customer will hear back if they are required to leave an email address on chat instead of speaking immediately to a live person

  • Reducing the number of form fields the customer is required to fill out before reaching you

  • Offering an after-hours support option

  • And, of course, for the 8% who will visit your rented spaces on social media platforms as their next step after reading reviews, be sure your full contact information is included on your profiles.

Despite the market disruption of the Internet, so much about local businesses remains the same

Infographic depicting the cycle of consumer engagement. Top middle: blue circle with image of person working at a computer, text:

While technological innovations are ongoing, it’s apparent that deeply-rooted consumer behaviors continue to follow a traditional pattern that’s existed for hundreds of years. In summary, people in your town want to know what others say about your business >>> people want to connect with your business for a possible transaction >>> people then tell others about what they experienced with your business. All of this cycle has always happened offline, and the only real change is that the means for some of this communication has partly transitioned online.

Just as business owners always had to do without the ability of controlling the word-of-mouth reputation their community was creating for them on front porches and over fences, modern business owners can live without directly controlling the online brand sentiment that exists in spaces they have to rent rather than owning. While it’s true that traditional PR may have had more power to shape public perception before online local business reviews made individual consumer voices so loud, the not-so-secret ingredient to brand longevity and loyalty remains unaltered: great customer experiences at and around the time of service are the foundation of success.

What every local business needs today is a thoughtful plan for managing the digital assets that now contribute to these positive consumer experiences. The winning recipe, then, is developing high standards for the spaces you own (your website, place of business, and most contact methodologies) and being as hands-on as possible in the spaces you rent (the online profiles containing your local business information, reviews, and social content). With a workable strategy and good quality tools for managing this ecosystem, the development of your good name in the community you serve will follow.

Knowledge is power; read Moz’s full survey report: The Impact of Local Business Reviews on Consumer Behavior

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