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Meta Reiterates the Value of Personalized Ad Tracking in New Ad Campaign
Meta is still reeling from the impacts of Apple’s ATT update for iOS, which has seen many users cut it off from data tracking entirely, limiting the insight that it can then share with its ad customers.
Indeed, in Meta’s most recent earnings report, it outlined how Apple’s update, which it has publicly criticized many times, will likely hurt the company’s bottom line to the tune of around $10 billion in 2022.
That’s a massive amount, even for a company of Meta’s scale – and as such, Meta is once again launching a new ad campaign to both win over small business ad dollars, while also taking another dig at Apple’s change.
As you can see in this new ad spot, the latest in its ‘Good Ideas Deserve To Be Found’ series, Meta’s looking to reinforce the value of personalized ads for SMBs, and how they can match businesses with the most interested customers.
As explained by Meta:
“While there are some glimmers of optimism, small businesses are still facing the challenge of a lifetime. Meta’s most recent Global State of Small Business Survey showed that 20% of small businesses around the world were still not operational as of January 2022. Personalized ads have been a lifeline for small businesses through the pandemic, helping them find new customers and grow when it was difficult for people to be in person. In fact, 74% of SMBs using personalized ads reported that these advertisements were important to the success of their business.”
Meta’s hope is that this message will help to stop users from choosing to opt-out of data tracking when using its apps. Though for many, that ship has probably sailed, with the prompts already showing up, and users already flicking the switch, with no follow-up query to ask whether they might want to switch ad tracking back on at a later stage.
Still, Meta needs to do something, and maybe, by using the small business angle, that will help to lessen resistance to its tracking tools.
Which is the approach that Meta has taken from the start. Back in 2020, before the launch of Apple’s update, Meta explained that:
“We understand that iOS 14 will hurt many of our developers and publishers at an already difficult time for businesses. Many of these are small businesses that depend on ads to support their livelihood.”
It’s not Meta that Apple’s really hurting, the company sought to present, but small, mom and pop operators – “it’s you that will lose out if Apple enacts this change, and if individuals block its data tracking”.
In this respect, both elements are at least partially true – Meta loses out due to ad dollars shifting away, while its advertisers lose out due to less targeted, and thus, more expensive campaigns, which drive lesser results.
At Meta’s scale, that does indeed have an impact on the broader business landscape, but whether it’s actually Meta that’s hurting the most or SMBs, that’s more difficult to say.
In any event, that’s the stance that Meta’s taking, and it’ll be hoping that this new campaign once again underlines the value of personalized ads, not just for you, as a user, but also those businesses within your community.
In addition to the new campaign, Meta has also shared some tips to help SMBs navigate the changing digital ads landscape, and mitigate the impacts of changes implemented by big bad Apple.
- Meta advises SMBs to work on short, mobile-first ads to drive more engagement on Facebook and Instagram. Meta says that its mobile users watch videos 5x longer than static images
- Meta also suggests that SMBs utilize its Conversions API, which can help to create ‘a reliable and privacy-safe connection between your marketing data’. Meta’s Conversions API enables advertisers to send info on customer actions directly to Facebook, and can include website events, in-store activity or any other off-Facebook conversion data.
- Meta says that its ‘Click To Message Ads’ have also become a more valuable method for maintaining direct connection in the post-ATT world. “By adopting this ad format, small businesses can do what they’ve always done best – provide personalized, white glove customer service and build strong customer relationships while making a sale”. So rather than relying on data-matching, you encourage potential customers to get in touch direct, facilitating immediate response.
- Lastly, Meta also says that its Instant Forms and other lead generation tools can also be an effective way to collect first-party data.
So really, what Meta’s saying is that you need to build up your own direct connection where possible, and there are Facebook ad tools that can facilitate this. But it’s a bit of a shift in strategy, in that for years Meta has tried to push people to rely on its data-matching to deliver the best results.
In some cases, that may still be possible, and reports are that Meta’s automated audience matching and optimization tools are still delivering in some respects. But by tracking your own data, and utilizing that direct info, you’re negating the loss of insight as a result of Apple’s update, which will ensure a more stable framework for your marketing process.
Can Meta reverse the tide on data-tracking, and get more people to opt back in – or at the least, to not opt-out when prompted in its apps? It’s hard to say, but there is some merit to this angle, and it’ll be interesting to see if Meta does get any sympathy, or if we see a change in perspective over time as Facebook and IG ads become less targeted, and costs increase for brands.
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12 Proven Methods to Make Money Blogging in 2024
This is a contributed article.
The world of blogging continues to thrive in 2024, offering a compelling avenue for creative minds to share their knowledge, build an audience, and even turn their passion into profit. Whether you’re a seasoned blogger or just starting, there are numerous effective strategies to monetize your blog and achieve financial success. Here, we delve into 12 proven methods to make money blogging in 2024:
1. Embrace Niche Expertise:
Standing out in the vast blogosphere requires focus. Carving a niche allows you to cater to a specific audience with targeted content. This not only builds a loyal following but also positions you as an authority in your chosen field. Whether it’s gardening techniques, travel hacking tips, or the intricacies of cryptocurrency, delve deep into a subject you’re passionate and knowledgeable about. Targeted audiences are more receptive to monetization efforts, making them ideal for success.
2. Content is King (and Queen):
High-quality content remains the cornerstone of any successful blog. In 2024, readers crave informative, engaging, and well-written content that solves their problems, answers their questions, or entertains them. Invest time in crafting valuable blog posts, articles, or videos that resonate with your target audience.
- Focus on evergreen content: Create content that remains relevant for a long time, attracting consistent traffic and boosting your earning potential.
- Incorporate multimedia: Spice up your content with captivating images, infographics, or even videos to enhance reader engagement and improve SEO.
- Maintain consistency: Develop a regular publishing schedule to build anticipation and keep your audience coming back for more.
3. The Power of SEO:
Search Engine Optimization (SEO) ensures your blog ranks high in search engine results for relevant keywords. This increases organic traffic, the lifeblood of any monetization strategy.
- Keyword research: Use keyword research tools to identify terms your target audience searches for. Strategically incorporate these keywords into your content naturally.
- Technical SEO: Optimize your blog’s loading speed, mobile responsiveness, and overall technical aspects to improve search engine ranking.
- Backlink building: Encourage other websites to link back to your content, boosting your blog’s authority in the eyes of search engines.
4. Monetization Magic: Affiliate Marketing
Affiliate marketing allows you to earn commissions by promoting other companies’ products or services. When a reader clicks on your affiliate link and makes a purchase, you get a commission.
- Choose relevant affiliates: Promote products or services that align with your niche and resonate with your audience.
- Transparency is key: Disclose your affiliate relationships clearly to your readers and build trust.
- Integrate strategically: Don’t just bombard readers with links. Weave affiliate promotions naturally into your content, highlighting the value proposition.
5. Display Advertising: A Classic Approach
Display advertising involves placing banner ads, text ads, or other visual elements on your blog. When a reader clicks on an ad, you earn revenue.
- Choose reputable ad networks: Partner with established ad networks that offer competitive rates and relevant ads for your audience.
- Strategic ad placement: Place ads thoughtfully, avoiding an overwhelming experience for readers.
- Track your performance: Monitor ad clicks and conversions to measure the effectiveness of your ad placements and optimize for better results.
6. Offer Premium Content:
Providing exclusive, in-depth content behind a paywall can generate additional income. This could be premium blog posts, ebooks, online courses, or webinars.
- Deliver exceptional value: Ensure your premium content offers significant value that justifies the price tag.
- Multiple pricing options: Consider offering tiered subscription plans to cater to different audience needs and budgets.
- Promote effectively: Highlight the benefits of your premium content and encourage readers to subscribe.
7. Coaching and Consulting:
Leverage your expertise by offering coaching or consulting services related to your niche. Readers who find your content valuable may be interested in personalized guidance.
- Position yourself as an expert: Showcase your qualifications, experience, and client testimonials to build trust and establish your credibility.
- Offer free consultations: Provide a limited free consultation to potential clients, allowing them to experience your expertise firsthand.
- Develop clear packages: Outline different coaching or consulting packages with varying time commitments and pricing structures.
8. The Power of Community: Online Events and Webinars
Host online events or webinars related to your niche. These events offer valuable content while also providing an opportunity to promote other monetization avenues.
- Interactive and engaging: Structure your online events to be interactive with polls, Q&A sessions, or live chats. Click here to learn more about image marketing with Q&A sessions and live chats.
9. Embrace the Power of Email Marketing:
Building an email list allows you to foster stronger relationships with your audience and promote your content and offerings directly.
- Offer valuable incentives: Encourage readers to subscribe by offering exclusive content, discounts, or early access to new products.
- Segmentation is key: Segment your email list based on reader interests to send targeted campaigns that resonate more effectively.
- Regular communication: Maintain consistent communication with your subscribers through engaging newsletters or updates.
10. Sell Your Own Products:
Take your expertise to the next level by creating and selling your own products. This could be physical merchandise, digital downloads, or even printables related to your niche.
- Identify audience needs: Develop products that address the specific needs and desires of your target audience.
- High-quality offerings: Invest in creating high-quality products that offer exceptional value and user experience.
- Utilize multiple platforms: Sell your products through your blog, online marketplaces, or even social media platforms.
11. Sponsorships and Brand Collaborations:
Partner with brands or businesses relevant to your niche for sponsored content or collaborations. This can be a lucrative way to leverage your audience and generate income.
- Maintain editorial control: While working with sponsors, ensure you retain editorial control to maintain your blog’s authenticity and audience trust.
- Disclosures are essential: Clearly disclose sponsored content to readers, upholding transparency and ethical practices.
- Align with your niche: Partner with brands that complement your content and resonate with your audience.
12. Freelancing and Paid Writing Opportunities:
Your blog can serve as a springboard for freelance writing opportunities. Showcase your writing skills and expertise through your blog content, attracting potential clients.
- Target relevant publications: Identify online publications, websites, or magazines related to your niche and pitch your writing services.
- High-quality samples: Include high-quality blog posts from your site as writing samples when pitching to potential clients.
- Develop strong writing skills: Continuously hone your writing skills and stay updated on current trends in your niche to deliver exceptional work.
Conclusion:
Building a successful blog that generates income requires dedication, strategic planning, and high-quality content. In today’s digital age, there are numerous opportunities to make money online through blogging. By utilizing a combination of methods such as affiliate marketing, sponsored content, and selling digital products or services, you can leverage your blog’s potential and achieve financial success.
Remember, consistency in posting, engaging with your audience, and staying adaptable to trends are key to thriving in the ever-evolving blogosphere. Embrace new strategies, refine your approaches, and always keep your readers at the forefront of your content creation journey. With dedication and the right approach, your blog has the potential to become a valuable source of income and a platform for sharing your knowledge and passion with the world, making money online while doing what you love.
Image Credit: DepositPhotos
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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
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Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
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