Meteor Affinity’s team has capitalized on numerous opportunities using this multifactorial approach, oftentimes with limited resources, budget and time. With over a decade of experience, Meteor Affinity has created methodology that assists in bringing optimization and overall results to the forefront of all campaign types.
"}},"image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.5686274509803921,"src":"//images.ctfassets.net/h5hnbnahy4e7/6lz1G3k2dn6myXRmqNliSZ/ed8bce23c8c04c3e91d60417c4a0137f/Depositphotos_13534787_xl-2015.jpg?w=900&q=90","srcSet":"//images.ctfassets.net/h5hnbnahy4e7/6lz1G3k2dn6myXRmqNliSZ/ed8bce23c8c04c3e91d60417c4a0137f/Depositphotos_13534787_xl-2015.jpg?w=225&h=143&q=90 225w,\n//images.ctfassets.net/h5hnbnahy4e7/6lz1G3k2dn6myXRmqNliSZ/ed8bce23c8c04c3e91d60417c4a0137f/Depositphotos_13534787_xl-2015.jpg?w=450&h=287&q=90 450w,\n//images.ctfassets.net/h5hnbnahy4e7/6lz1G3k2dn6myXRmqNliSZ/ed8bce23c8c04c3e91d60417c4a0137f/Depositphotos_13534787_xl-2015.jpg?w=900&h=574&q=90 900w,\n//images.ctfassets.net/h5hnbnahy4e7/6lz1G3k2dn6myXRmqNliSZ/ed8bce23c8c04c3e91d60417c4a0137f/Depositphotos_13534787_xl-2015.jpg?w=1200&h=765&q=90 1200w","srcWebp":"//images.ctfassets.net/h5hnbnahy4e7/6lz1G3k2dn6myXRmqNliSZ/ed8bce23c8c04c3e91d60417c4a0137f/Depositphotos_13534787_xl-2015.jpg?w=900&q=90&fm=webp","srcSetWebp":"//images.ctfassets.net/h5hnbnahy4e7/6lz1G3k2dn6myXRmqNliSZ/ed8bce23c8c04c3e91d60417c4a0137f/Depositphotos_13534787_xl-2015.jpg?w=225&h=143&q=90&fm=webp 225w,\n//images.ctfassets.net/h5hnbnahy4e7/6lz1G3k2dn6myXRmqNliSZ/ed8bce23c8c04c3e91d60417c4a0137f/Depositphotos_13534787_xl-2015.jpg?w=450&h=287&q=90&fm=webp 450w,\n//images.ctfassets.net/h5hnbnahy4e7/6lz1G3k2dn6myXRmqNliSZ/ed8bce23c8c04c3e91d60417c4a0137f/Depositphotos_13534787_xl-2015.jpg?w=900&h=574&q=90&fm=webp 900w,\n//images.ctfassets.net/h5hnbnahy4e7/6lz1G3k2dn6myXRmqNliSZ/ed8bce23c8c04c3e91d60417c4a0137f/Depositphotos_13534787_xl-2015.jpg?w=1200&h=765&q=90&fm=webp 1200w","sizes":"(max-width: 900px) 100vw, 900px"}},"tags":["optimization","covid-19 business effect","limited marketing budget"],"createdAt":"2020-08-04T18:01:04.722Z"},"allContentfulBlogPost":{"edges":[{"node":{"id":"f8535558-ccea-569c-a4bf-74c30efcd12a","title":"Customer Acquisition - Best Practices","slug":"customer-acquisition-best-practices","body":{"body":"Picture a much easier time twenty five years ago, on the playground at recess and you are trying to gather your fellow classmates over for an intense game of kickball. “Hey guys! Come over here! Let’s plan kickball!” Subsequently, they all gathered and a game was played. \n\n### If only customer acquisition was this easy. \n\nWe’ll break down some best practices for customer acquisition utilizing social campaigns; touching upon proper audience targeting, optimization, and equally as important - the CPA (Cost per Acquisition). \n\n## Proper Audience Targeting\nProper audience targeting goes well beyond demographics and geographic targeting. While those help, targeting optimal audience behavior and interests will help narrow the target audience, allowing the ideal customer to see your message. \n\nFacebook ads have the option of creating a “look-a-like” audience. So aptly named, Facebook algorithm targets an audience with similar characteristics (age, gender, behavior, interests). Keeping in mind that it is a “look-a-like” audience, the audience it is trying to create is only as good as the audience it is creating the look-a-like of. \n\nAnother option, in the event where the ideal audience interests and behaviors are unknown or a bit blurry is to “reverse engineer” it. What this means is to target a much broader audience and then learn about those that converted. Using those learnings, the next and subsequent campaigns would be done with a much more confident precise targeting. \n\nConstantly learning from this audience will be key, so continue to revisit customer behaviors and interests. \n\n## Optimization \nConstantly learning from the audience and optimizing campaigns will help greatly to increase conversions. Optimization means more than just targeting the right audience. It also means optimizing the funnel in which you bring your customers. \n\nWhat we have done is several tests on messaging, landing page arrangement (in regards to form fields), length of the process overall, etc. All of this is part of optimization of the funnel for customer acquisition. \n\nBasic customer acquisition funnel: \n> Initial click → Landing page → Conversion \n\nOptimizing each part of this funnel is key to increasing customer acquisition in the most cost effective manner. And more importantly, consistently doing this will be the more beneficial to ensure this.\n\n## CPA (Cost per acquisition)\nWhy are we working to optimize all portions of the acquisition funnel? \nUltimately, we want to have the lowest CPA possible. There is no better way to do this than to optimize all portions of the funnel. \n\nHow is CPA (Cost per acquisition) calculated?\n\nBasically:\n\n> CPA = Cost of marketing efforts / Customers acquired through those marketing efforts.\n\nKeep the CPA in mind while marketing through paid trackable efforts. This also helps to determine if certain efforts are deemed successful or if it’s a winless battle. \n\n## Start Acquiring \nProper audience targeting and optimization of the acquisition funnel will help elicit a successful CPA along with many new acquired customers. \n\nMeteor Affinity has over 15 years of experiencing working with all aspects of acquisition utilizing a variety of channels. Let us help you increase acquisition at the lowest CPA. \n","childMarkdownRemark":{"plainText":"Picture a much easier time twenty five years ago, on the playground at recess and you are trying to gather your fellow classmates over for an intense game of kickball. “Hey guys! Come over here! Let’s plan kickball!” Subsequently, they all gathered and a game was played. \n\nIf only customer acquisition was this easy.\n\nWe’ll break down some best practices for customer acquisition utilizing social campaigns; touching upon proper audience targeting, optimization, and equally as important - the CPA (Cost per Acquisition). \n\nProper Audience Targeting\n\nProper audience targeting goes well beyond demographics and geographic targeting. While those help, targeting optimal audience behavior and interests will help narrow the target audience, allowing the ideal customer to see your message. \n\nFacebook ads have the option of creating a “look-a-like” audience. So aptly named, Facebook algorithm targets an audience with similar characteristics (age, gender, behavior, interests). Keeping in mind that it is a “look-a-like” audience, the audience it is trying to create is only as good as the audience it is creating the look-a-like of. \n\nAnother option, in the event where the ideal audience interests and behaviors are unknown or a bit blurry is to “reverse engineer” it. What this means is to target a much broader audience and then learn about those that converted. Using those learnings, the next and subsequent campaigns would be done with a much more confident precise targeting. \n\nConstantly learning from this audience will be key, so continue to revisit customer behaviors and interests. \n\nOptimization\n\nConstantly learning from the audience and optimizing campaigns will help greatly to increase conversions. Optimization means more than just targeting the right audience. It also means optimizing the funnel in which you bring your customers. \n\nWhat we have done is several tests on messaging, landing page arrangement (in regards to form fields), length of the process overall, etc. All of this is part of optimization of the funnel for customer acquisition. \n\nBasic customer acquisition funnel: \n\nInitial click → Landing page → Conversion \n\nOptimizing each part of this funnel is key to increasing customer acquisition in the most cost effective manner. And more importantly, consistently doing this will be the more beneficial to ensure this.\n\nCPA (Cost per acquisition)\n\nWhy are we working to optimize all portions of the acquisition funnel?\nUltimately, we want to have the lowest CPA possible. There is no better way to do this than to optimize all portions of the funnel. \n\nHow is CPA (Cost per acquisition) calculated?\n\nBasically:\n\nCPA = Cost of marketing efforts / Customers acquired through those marketing efforts.\n\nKeep the CPA in mind while marketing through paid trackable efforts. This also helps to determine if certain efforts are deemed successful or if it’s a winless battle. \n\nStart Acquiring\n\nProper audience targeting and optimization of the acquisition funnel will help elicit a successful CPA along with many new acquired customers. \n\nMeteor Affinity has over 15 years of experiencing working with all aspects of acquisition utilizing a variety of channels. Let us help you increase acquisition at the lowest CPA. \n"}},"image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.7066666666666668,"src":"//images.ctfassets.net/h5hnbnahy4e7/3c0SAqkWFrBjGuFOnlJW7Z/0b196dc12092d2fe09e83b5c764699e5/Customer_Acquisition-2.jpg?w=350&q=90","srcSet":"//images.ctfassets.net/h5hnbnahy4e7/3c0SAqkWFrBjGuFOnlJW7Z/0b196dc12092d2fe09e83b5c764699e5/Customer_Acquisition-2.jpg?w=88&h=52&q=90 88w,\n//images.ctfassets.net/h5hnbnahy4e7/3c0SAqkWFrBjGuFOnlJW7Z/0b196dc12092d2fe09e83b5c764699e5/Customer_Acquisition-2.jpg?w=175&h=103&q=90 175w,\n//images.ctfassets.net/h5hnbnahy4e7/3c0SAqkWFrBjGuFOnlJW7Z/0b196dc12092d2fe09e83b5c764699e5/Customer_Acquisition-2.jpg?w=350&h=205&q=90 350w,\n//images.ctfassets.net/h5hnbnahy4e7/3c0SAqkWFrBjGuFOnlJW7Z/0b196dc12092d2fe09e83b5c764699e5/Customer_Acquisition-2.jpg?w=525&h=308&q=90 525w,\n//images.ctfassets.net/h5hnbnahy4e7/3c0SAqkWFrBjGuFOnlJW7Z/0b196dc12092d2fe09e83b5c764699e5/Customer_Acquisition-2.jpg?w=700&h=410&q=90 700w,\n//images.ctfassets.net/h5hnbnahy4e7/3c0SAqkWFrBjGuFOnlJW7Z/0b196dc12092d2fe09e83b5c764699e5/Customer_Acquisition-2.jpg?w=1050&h=615&q=90 1050w,\n//images.ctfassets.net/h5hnbnahy4e7/3c0SAqkWFrBjGuFOnlJW7Z/0b196dc12092d2fe09e83b5c764699e5/Customer_Acquisition-2.jpg?w=1280&h=750&q=90 1280w","srcWebp":"//images.ctfassets.net/h5hnbnahy4e7/3c0SAqkWFrBjGuFOnlJW7Z/0b196dc12092d2fe09e83b5c764699e5/Customer_Acquisition-2.jpg?w=350&q=90&fm=webp","srcSetWebp":"//images.ctfassets.net/h5hnbnahy4e7/3c0SAqkWFrBjGuFOnlJW7Z/0b196dc12092d2fe09e83b5c764699e5/Customer_Acquisition-2.jpg?w=88&h=52&q=90&fm=webp 88w,\n//images.ctfassets.net/h5hnbnahy4e7/3c0SAqkWFrBjGuFOnlJW7Z/0b196dc12092d2fe09e83b5c764699e5/Customer_Acquisition-2.jpg?w=175&h=103&q=90&fm=webp 175w,\n//images.ctfassets.net/h5hnbnahy4e7/3c0SAqkWFrBjGuFOnlJW7Z/0b196dc12092d2fe09e83b5c764699e5/Customer_Acquisition-2.jpg?w=350&h=205&q=90&fm=webp 350w,\n//images.ctfassets.net/h5hnbnahy4e7/3c0SAqkWFrBjGuFOnlJW7Z/0b196dc12092d2fe09e83b5c764699e5/Customer_Acquisition-2.jpg?w=525&h=308&q=90&fm=webp 525w,\n//images.ctfassets.net/h5hnbnahy4e7/3c0SAqkWFrBjGuFOnlJW7Z/0b196dc12092d2fe09e83b5c764699e5/Customer_Acquisition-2.jpg?w=700&h=410&q=90&fm=webp 700w,\n//images.ctfassets.net/h5hnbnahy4e7/3c0SAqkWFrBjGuFOnlJW7Z/0b196dc12092d2fe09e83b5c764699e5/Customer_Acquisition-2.jpg?w=1050&h=615&q=90&fm=webp 1050w,\n//images.ctfassets.net/h5hnbnahy4e7/3c0SAqkWFrBjGuFOnlJW7Z/0b196dc12092d2fe09e83b5c764699e5/Customer_Acquisition-2.jpg?w=1280&h=750&q=90&fm=webp 1280w","sizes":"(max-width: 350px) 100vw, 350px"}},"tags":["Customer Acquisition","Facebook marketing","CPA"],"createdAt":"2021-02-18T15:01:49.425Z"}},{"node":{"id":"da546c28-91a6-5452-a756-35d24a0c0005","title":"Benefits of Video Ads","slug":"benefits-of-video-ads","body":{"body":"Take off the digital marketing hat and put on the consumer hat, scrolling through your Facebook feed, video ads definitely stand out much more than the average display ad. While there are some outlying display ads, video ads perform much better than display ads in views and clicks. Is it any surprise that video ads on Facebook tend to have more views than display ads? \n\nThe core of the marketing efforts at Meteor Affinity rest with testing and optimization. Late in 2019, Meteor Affinity ran a series of campaigns on Facebook. The goal of these campaigns was to increase overall traffic, in other words, increase the amount of clicks and views to a landing page, with the ultimate goal of conversions. Typically, campaigns have a static image that needs to draw attention quickly while the potential consumer was scrolling through Facebook. But what about videos? Would they draw a bigger audience and better click through rate? Well, there is only one way to know for sure. Targeting the same audience and maintaining the same basic message, a series of tests were executed focusing on the clicks generated for video ads versus display ads. \n\nThe results from this series of tests were significant. The results showed that videos from this campaign were around three times more likely to be viewed and clicked on, bringing increased traffic to the landing page. \n\n## Creation of Video Ads \nOptimally, Facebook video ads should have a ratio of 16:9 with favorable dimensions of 1200 x 628. The length should be around 30 seconds. Ideally, this ad would also be run on Instagram as well. \n\nWhat if you don’t have a talented designer to put together an optimal Facebook video ad? Numerous services and tools exist that can assist with video creation. One that we have used in the past is Lumen5. Lumen5 is an intuitive, easy to use paid tool, assisting in creating professional looking videos. Facebook also has its own [video creator](https://www.facebook.com/business/help/1562296953875361?id=603833089963720) allowing the video ads to be created from static images. \n\nWhat to show in your ad should remain on message, while still inspiring the viewer to click. An example of a video that inspires without showing the product is Saxx, shown here: [https://www.bestdesigns.co/best-design/saxx-video.](https://www.bestdesigns.co/best-design/saxx-video.) \n\n## Try some video ads\n\nMeteor Affinity consistently works to optimize campaigns, while maintaining a high ROI. It is time to set up a campaign and test the video ads to see what works best for your brand, messaging and audience. \n","childMarkdownRemark":{"plainText":"Take off the digital marketing hat and put on the consumer hat, scrolling through your Facebook feed, video ads definitely stand out much more than the average display ad. While there are some outlying display ads, video ads perform much better than display ads in views and clicks. Is it any surprise that video ads on Facebook tend to have more views than display ads? \n\nThe core of the marketing efforts at Meteor Affinity rest with testing and optimization. Late in 2019, Meteor Affinity ran a series of campaigns on Facebook. The goal of these campaigns was to increase overall traffic, in other words, increase the amount of clicks and views to a landing page, with the ultimate goal of conversions. Typically, campaigns have a static image that needs to draw attention quickly while the potential consumer was scrolling through Facebook. But what about videos? Would they draw a bigger audience and better click through rate? Well, there is only one way to know for sure. Targeting the same audience and maintaining the same basic message, a series of tests were executed focusing on the clicks generated for video ads versus display ads. \n\nThe results from this series of tests were significant. The results showed that videos from this campaign were around three times more likely to be viewed and clicked on, bringing increased traffic to the landing page. \n\nCreation of Video Ads\n\nOptimally, Facebook video ads should have a ratio of 16:9 with favorable dimensions of 1200 x 628. The length should be around 30 seconds. Ideally, this ad would also be run on Instagram as well. \n\nWhat if you don’t have a talented designer to put together an optimal Facebook video ad? Numerous services and tools exist that can assist with video creation. One that we have used in the past is Lumen5. Lumen5 is an intuitive, easy to use paid tool, assisting in creating professional looking videos. Facebook also has its own video creator allowing the video ads to be created from static images. \n\nWhat to show in your ad should remain on message, while still inspiring the viewer to click. An example of a video that inspires without showing the product is Saxx, shown here: https://www.bestdesigns.co/best-design/saxx-video. \n\nTry some video ads\n\nMeteor Affinity consistently works to optimize campaigns, while maintaining a high ROI. It is time to set up a campaign and test the video ads to see what works best for your brand, messaging and audience. \n"}},"image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.5,"src":"//images.ctfassets.net/h5hnbnahy4e7/1U01YzOxU4n6Pi8GFU8LV0/f0471ff99da804545318624fd06ccf7b/Depositphotos_191578582_l-2015-2.jpg?w=350&q=90","srcSet":"//images.ctfassets.net/h5hnbnahy4e7/1U01YzOxU4n6Pi8GFU8LV0/f0471ff99da804545318624fd06ccf7b/Depositphotos_191578582_l-2015-2.jpg?w=88&h=59&q=90 88w,\n//images.ctfassets.net/h5hnbnahy4e7/1U01YzOxU4n6Pi8GFU8LV0/f0471ff99da804545318624fd06ccf7b/Depositphotos_191578582_l-2015-2.jpg?w=175&h=117&q=90 175w,\n//images.ctfassets.net/h5hnbnahy4e7/1U01YzOxU4n6Pi8GFU8LV0/f0471ff99da804545318624fd06ccf7b/Depositphotos_191578582_l-2015-2.jpg?w=350&h=233&q=90 350w,\n//images.ctfassets.net/h5hnbnahy4e7/1U01YzOxU4n6Pi8GFU8LV0/f0471ff99da804545318624fd06ccf7b/Depositphotos_191578582_l-2015-2.jpg?w=525&h=350&q=90 525w,\n//images.ctfassets.net/h5hnbnahy4e7/1U01YzOxU4n6Pi8GFU8LV0/f0471ff99da804545318624fd06ccf7b/Depositphotos_191578582_l-2015-2.jpg?w=700&h=467&q=90 700w,\n//images.ctfassets.net/h5hnbnahy4e7/1U01YzOxU4n6Pi8GFU8LV0/f0471ff99da804545318624fd06ccf7b/Depositphotos_191578582_l-2015-2.jpg?w=1050&h=700&q=90 1050w,\n//images.ctfassets.net/h5hnbnahy4e7/1U01YzOxU4n6Pi8GFU8LV0/f0471ff99da804545318624fd06ccf7b/Depositphotos_191578582_l-2015-2.jpg?w=1200&h=800&q=90 1200w","srcWebp":"//images.ctfassets.net/h5hnbnahy4e7/1U01YzOxU4n6Pi8GFU8LV0/f0471ff99da804545318624fd06ccf7b/Depositphotos_191578582_l-2015-2.jpg?w=350&q=90&fm=webp","srcSetWebp":"//images.ctfassets.net/h5hnbnahy4e7/1U01YzOxU4n6Pi8GFU8LV0/f0471ff99da804545318624fd06ccf7b/Depositphotos_191578582_l-2015-2.jpg?w=88&h=59&q=90&fm=webp 88w,\n//images.ctfassets.net/h5hnbnahy4e7/1U01YzOxU4n6Pi8GFU8LV0/f0471ff99da804545318624fd06ccf7b/Depositphotos_191578582_l-2015-2.jpg?w=175&h=117&q=90&fm=webp 175w,\n//images.ctfassets.net/h5hnbnahy4e7/1U01YzOxU4n6Pi8GFU8LV0/f0471ff99da804545318624fd06ccf7b/Depositphotos_191578582_l-2015-2.jpg?w=350&h=233&q=90&fm=webp 350w,\n//images.ctfassets.net/h5hnbnahy4e7/1U01YzOxU4n6Pi8GFU8LV0/f0471ff99da804545318624fd06ccf7b/Depositphotos_191578582_l-2015-2.jpg?w=525&h=350&q=90&fm=webp 525w,\n//images.ctfassets.net/h5hnbnahy4e7/1U01YzOxU4n6Pi8GFU8LV0/f0471ff99da804545318624fd06ccf7b/Depositphotos_191578582_l-2015-2.jpg?w=700&h=467&q=90&fm=webp 700w,\n//images.ctfassets.net/h5hnbnahy4e7/1U01YzOxU4n6Pi8GFU8LV0/f0471ff99da804545318624fd06ccf7b/Depositphotos_191578582_l-2015-2.jpg?w=1050&h=700&q=90&fm=webp 1050w,\n//images.ctfassets.net/h5hnbnahy4e7/1U01YzOxU4n6Pi8GFU8LV0/f0471ff99da804545318624fd06ccf7b/Depositphotos_191578582_l-2015-2.jpg?w=1200&h=800&q=90&fm=webp 1200w","sizes":"(max-width: 350px) 100vw, 350px"}},"tags":["Facebook Marketing","Video Ads","Optimization"],"createdAt":"2020-11-16T19:07:14.306Z"}},{"node":{"id":"9dfd6e29-a0cc-5894-8a56-4dc74aac4af8","title":"Reading the (Electronic) Room ","slug":"reading-the-electronic-room","body":{"body":"Acquiring new customers is just as important as retaining the current base that you have. I apologize for stating something that may seem obvious but how exactly does this “magic” happen? It’s really nothing more than knowing your audience. Wow! That was simple to say but is it really that simple? The truth is (as I am sure you’ve guessed) that it’s not. Just as we saw this year, everything is constantly changing, so did the behaviors of your audience. Remember your friend from high school? Do they still act the same as they did over a decade ago? I sure hope not but that’s a topic for a different audience. Also I am sure a global pandemic didn’t help. Again, a topic for a different audience. \n\n## Communication is key\nHow are you primarily communicating with your audience? Email? Social media? Online website forum? Your customer Sally from Newark, DE prefers Facebook while Ronnie from Allegany, NY prefers email. While, yes, they are both your customers - it doesn’t mean that it’s a one and done to be used across all mediums. Cultivating the perfect message for that specific audience in that specific moment in time for that specific medium will benefit not only your current audience but that new one that you are also trying to obtain. \n\nTaking a small sample of the population, testing out the messaging and then finally reaching that audience will help significantly in communicating effectively. \n\nOk, so now you can communicate with your audience but does this mean that you know and understand your audience? Not entirely, but communicating effectively definitely helps. Without the testing, this would have been truly just guesswork that we don’t have the time, money, and resources just to shoot from the hip on this. \n\n\n\n## Learning your audience \nCustomer acquisition can seem like quite the daunting task. You want new customers but how do you get them? Well, there are a couple ways to approach this and honestly, it won’t hurt to execute all of them. \n\nOne of the easiest is to create a “lookalike audience” on Facebook for a Facebook campaign. Facebook’s algorithm for the lookalike audience basically takes the behaviors from your current audience (that you would have to provide to them) and then targets ones that appear similar. \n\nBut, have you learned anything about your audience with this approach? Not really - but you are targeting the right group so that is a plus. \n\nFacebook has a number of great audience tools that can be utilized - including audience insights. Running an engagement campaign for your current audience, reviewing the audience insights from those that engaged, and then targeting those exact behaviors for an acquisition campaign. A campaign like this would be targeting those exact characteristics and behaviors of the audience that you want. While the initial engagement campaign may seem tedious - the end results and information learned will be beneficial in the long run. \n\nAnother option for learning your audience is to simply send out a survey to your current audience, asking the questions that you would like to confirm (never assume anything) or learn about them. Keep in mind though, using this, will only provide information on the customers that engage and respond. The silent majority (the fact of the matter is that it is a majority) likely won’t ever respond to a survey but that’s ok. Not entirely bad, because likely, you want to know and replicate that audience that is engaging. \n\n*Now that you know about your current audience and your desired audience, read the electronic room, and start engaging. *\n\nFor marketing agencies similar to Meteor Affinity, check out: https://www.designrush.com/trends/best-peo-companies ","childMarkdownRemark":{"plainText":"Acquiring new customers is just as important as retaining the current base that you have. I apologize for stating something that may seem obvious but how exactly does this “magic” happen? It’s really nothing more than knowing your audience. Wow! That was simple to say but is it really that simple? The truth is (as I am sure you’ve guessed) that it’s not. Just as we saw this year, everything is constantly changing, so did the behaviors of your audience. Remember your friend from high school? Do they still act the same as they did over a decade ago? I sure hope not but that’s a topic for a different audience. Also I am sure a global pandemic didn’t help. Again, a topic for a different audience. \n\nCommunication is key\n\nHow are you primarily communicating with your audience? Email? Social media? Online website forum? Your customer Sally from Newark, DE prefers Facebook while Ronnie from Allegany, NY prefers email. While, yes, they are both your customers - it doesn’t mean that it’s a one and done to be used across all mediums. Cultivating the perfect message for that specific audience in that specific moment in time for that specific medium will benefit not only your current audience but that new one that you are also trying to obtain. \n\nTaking a small sample of the population, testing out the messaging and then finally reaching that audience will help significantly in communicating effectively. \n\nOk, so now you can communicate with your audience but does this mean that you know and understand your audience? Not entirely, but communicating effectively definitely helps. Without the testing, this would have been truly just guesswork that we don’t have the time, money, and resources just to shoot from the hip on this. \n\nTarget\n\nLearning your audience\n\nCustomer acquisition can seem like quite the daunting task. You want new customers but how do you get them? Well, there are a couple ways to approach this and honestly, it won’t hurt to execute all of them. \n\nOne of the easiest is to create a “lookalike audience” on Facebook for a Facebook campaign. Facebook’s algorithm for the lookalike audience basically takes the behaviors from your current audience (that you would have to provide to them) and then targets ones that appear similar. \n\nBut, have you learned anything about your audience with this approach? Not really - but you are targeting the right group so that is a plus. \n\nFacebook has a number of great audience tools that can be utilized - including audience insights. Running an engagement campaign for your current audience, reviewing the audience insights from those that engaged, and then targeting those exact behaviors for an acquisition campaign. A campaign like this would be targeting those exact characteristics and behaviors of the audience that you want. While the initial engagement campaign may seem tedious - the end results and information learned will be beneficial in the long run. \n\nAnother option for learning your audience is to simply send out a survey to your current audience, asking the questions that you would like to confirm (never assume anything) or learn about them. Keep in mind though, using this, will only provide information on the customers that engage and respond. The silent majority (the fact of the matter is that it is a majority) likely won’t ever respond to a survey but that’s ok. Not entirely bad, because likely, you want to know and replicate that audience that is engaging. \n\nNow that you know about your current audience and your desired audience, read the electronic room, and start engaging. \n\nFor marketing agencies similar to Meteor Affinity, check out: https://www.designrush.com/trends/best-peo-companies \n"}},"image":{"fluid":{"base64":"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQEAlgCWAAD/2wBDAAoHBwkHBgoJCAkLCwoMDxkQDw4ODx4WFxIZJCAmJSMgIyIoLTkwKCo2KyIjMkQyNjs9QEBAJjBGS0U+Sjk/QD3/2wBDAQsLCw8NDx0QEB09KSMpPT09PT09PT09PT09PT09PT09PT09PT09PT09PT09PT09PT09PT09PT09PT09PT09PT3/wAARCAALABQDAREAAhEBAxEB/8QAFgABAQEAAAAAAAAAAAAAAAAAAwIG/8QAIRAAAgICAQQDAAAAAAAAAAAAAQIDEQAhEgQTIjEUYdH/xAAVAQEBAAAAAAAAAAAAAAAAAAAAAf/EABURAQEAAAAAAAAAAAAAAAAAAABB/9oADAMBAAIRAxEAPwDXBOR8eDMy7HqiKqvrYyCmVO1ylDNWwQBYJH5WFHJEZuJQXQo+VbvKhOpJ+bDF7RmClTuxgE7kdJO4rkgNaGrwsKJGWKOiNqCdDCP/2Q==","aspectRatio":1.7777777777777777,"src":"//images.ctfassets.net/h5hnbnahy4e7/6xQne2hxBxqygbGsdkiBe4/0a95f41cb033d86dcaf35e9e0a4cb4b3/Depositphotos_104388440_xl-2015.jpg?w=350&q=90","srcSet":"//images.ctfassets.net/h5hnbnahy4e7/6xQne2hxBxqygbGsdkiBe4/0a95f41cb033d86dcaf35e9e0a4cb4b3/Depositphotos_104388440_xl-2015.jpg?w=88&h=50&q=90 88w,\n//images.ctfassets.net/h5hnbnahy4e7/6xQne2hxBxqygbGsdkiBe4/0a95f41cb033d86dcaf35e9e0a4cb4b3/Depositphotos_104388440_xl-2015.jpg?w=175&h=98&q=90 175w,\n//images.ctfassets.net/h5hnbnahy4e7/6xQne2hxBxqygbGsdkiBe4/0a95f41cb033d86dcaf35e9e0a4cb4b3/Depositphotos_104388440_xl-2015.jpg?w=350&h=197&q=90 350w,\n//images.ctfassets.net/h5hnbnahy4e7/6xQne2hxBxqygbGsdkiBe4/0a95f41cb033d86dcaf35e9e0a4cb4b3/Depositphotos_104388440_xl-2015.jpg?w=525&h=295&q=90 525w,\n//images.ctfassets.net/h5hnbnahy4e7/6xQne2hxBxqygbGsdkiBe4/0a95f41cb033d86dcaf35e9e0a4cb4b3/Depositphotos_104388440_xl-2015.jpg?w=700&h=394&q=90 700w,\n//images.ctfassets.net/h5hnbnahy4e7/6xQne2hxBxqygbGsdkiBe4/0a95f41cb033d86dcaf35e9e0a4cb4b3/Depositphotos_104388440_xl-2015.jpg?w=1050&h=591&q=90 1050w,\n//images.ctfassets.net/h5hnbnahy4e7/6xQne2hxBxqygbGsdkiBe4/0a95f41cb033d86dcaf35e9e0a4cb4b3/Depositphotos_104388440_xl-2015.jpg?w=1200&h=675&q=90 1200w","srcWebp":"//images.ctfassets.net/h5hnbnahy4e7/6xQne2hxBxqygbGsdkiBe4/0a95f41cb033d86dcaf35e9e0a4cb4b3/Depositphotos_104388440_xl-2015.jpg?w=350&q=90&fm=webp","srcSetWebp":"//images.ctfassets.net/h5hnbnahy4e7/6xQne2hxBxqygbGsdkiBe4/0a95f41cb033d86dcaf35e9e0a4cb4b3/Depositphotos_104388440_xl-2015.jpg?w=88&h=50&q=90&fm=webp 88w,\n//images.ctfassets.net/h5hnbnahy4e7/6xQne2hxBxqygbGsdkiBe4/0a95f41cb033d86dcaf35e9e0a4cb4b3/Depositphotos_104388440_xl-2015.jpg?w=175&h=98&q=90&fm=webp 175w,\n//images.ctfassets.net/h5hnbnahy4e7/6xQne2hxBxqygbGsdkiBe4/0a95f41cb033d86dcaf35e9e0a4cb4b3/Depositphotos_104388440_xl-2015.jpg?w=350&h=197&q=90&fm=webp 350w,\n//images.ctfassets.net/h5hnbnahy4e7/6xQne2hxBxqygbGsdkiBe4/0a95f41cb033d86dcaf35e9e0a4cb4b3/Depositphotos_104388440_xl-2015.jpg?w=525&h=295&q=90&fm=webp 525w,\n//images.ctfassets.net/h5hnbnahy4e7/6xQne2hxBxqygbGsdkiBe4/0a95f41cb033d86dcaf35e9e0a4cb4b3/Depositphotos_104388440_xl-2015.jpg?w=700&h=394&q=90&fm=webp 700w,\n//images.ctfassets.net/h5hnbnahy4e7/6xQne2hxBxqygbGsdkiBe4/0a95f41cb033d86dcaf35e9e0a4cb4b3/Depositphotos_104388440_xl-2015.jpg?w=1050&h=591&q=90&fm=webp 1050w,\n//images.ctfassets.net/h5hnbnahy4e7/6xQne2hxBxqygbGsdkiBe4/0a95f41cb033d86dcaf35e9e0a4cb4b3/Depositphotos_104388440_xl-2015.jpg?w=1200&h=675&q=90&fm=webp 1200w","sizes":"(max-width: 350px) 100vw, 350px"}},"tags":["Engagement","Audience","Targeted Marketing"],"createdAt":"2020-09-09T19:50:51.445Z"}},{"node":{"id":"b7387fb1-d110-5344-998e-22cc11670e94","title":"Let’s not make it about looks","slug":"lets-not-make-it-about-looks","body":{"body":"How many of us heard from someone that* “beauty is only skin deep”*? Well, yes I am sure very many of us and why did we hear this? The goal was that humanity would look beyond what they saw and learned more about each other. As cliche as it sounds, we were hearing very sound advice applicable on several levels. This very piece of advice carries over to data, metrics and analytics. It’s imperative that we look below the surface and learn as much as we can about our data. \n\nFor purposes of an example, let’s say that on Saturday afternoon, you ran an email campaign testing out 2 subject lines. First thing Monday morning, you have a look to check out the results of your campaign. \n\n### Here are some key thoughts to keep in mind: \n\n__1. What was the goal of the campaign?__\n\nWhy is the goal important? The overall goal of the campaign will determine the approach to reviewing the metrics and results. While having the full picture of how the campaign performed is helpful, analyzing the metrics and results focused around the goal will drive a deeper analysis of the campaign. \n\nIn the example of the email campaign, the goal of the campaign was purchases. \nWhich subject line better led to the purchase? How will looking at open rate, click through rate and purchases help determine this? \n\n__2. What do these metrics mean?__\n\nUnderstanding what the metrics are portraying will help to better analyze the numbers in front of you. Just looking at the numbers and percentages without fully understanding exactly what they represent means they are just numbers and a decision based on them is difficult, if not impossible. \n\nLet’s go back to the example:\n\n__Open rate:__ The *open rate* is tied directly to the subject line. This is calculated by taking the number of individuals that opened the email out of the amount of subscribers that received the email. \n\n__Click through rate:__ The *click through rate* is tied directly to the email template. While the subject line has a significant effect on this, the template and it’s design helps to guide where the user will click. This is calculated by taking the number of clicks over the amount of individuals that received the email. \n\n__Purchases:__ *Purchases* are the amount of completed purchases that started from the customer journey of receiving the email, opening the email, clicking on the email and making the purchase. \n\n\n\n__3. What am I going to do with these metrics?__\n\nAnalyzing the results is key. Digital marketing is constantly evolving and growing, and this also includes the approach to campaigns. When reviewing and analyzing metrics, looking at what will be executed in the FUTURE BASED ON THE RESULTS is also important to keep in mind. Always look at how these results can be used. If not, you are just running campaigns to run campaigns and chances are efficiency and efforts are being wasted. \n\nOk, back to the email example: \n\nSo there was an email campaign sent out on a Saturday with 2 separate subject lines. After reviewing the open rate, click through rate, and purchases - Subject line A was the clear winner with a better open rate and more purchases. The click through rate was about the same for each version. At a quick analysis, it seems that the subject line stuck in the subscriber’s mind as they went through the journey and was more likely to make the purchase. \n\n__4. What’s next?__\n\nIn a constantly changing digital marketing landscape, analysis and looking below the surface are the key to a successful campaign. Keeping the 4 questions in mind during any analysis and then planning for what’s next will help any campaign succeed. \n\nMeteor Affinity consistently looks beyond the vanity - feel good - metrics and gets right down to the nitty gritty, ensuring that campaigns are executed in the most efficient way possible. \n\nTo learn more about other marketing agencies, check out: https://www.designrush.com/agency/digital-marketing ","childMarkdownRemark":{"plainText":"How many of us heard from someone that “beauty is only skin deep”? Well, yes I am sure very many of us and why did we hear this? The goal was that humanity would look beyond what they saw and learned more about each other. As cliche as it sounds, we were hearing very sound advice applicable on several levels. This very piece of advice carries over to data, metrics and analytics. It’s imperative that we look below the surface and learn as much as we can about our data. \n\nFor purposes of an example, let’s say that on Saturday afternoon, you ran an email campaign testing out 2 subject lines. First thing Monday morning, you have a look to check out the results of your campaign. \n\nHere are some key thoughts to keep in mind:\n\n1\\. What was the goal of the campaign?\n\nWhy is the goal important? The overall goal of the campaign will determine the approach to reviewing the metrics and results. While having the full picture of how the campaign performed is helpful, analyzing the metrics and results focused around the goal will drive a deeper analysis of the campaign. \n\nIn the example of the email campaign, the goal of the campaign was purchases. \nWhich subject line better led to the purchase? How will looking at open rate, click through rate and purchases help determine this? \n\n2\\. What do these metrics mean?\n\nUnderstanding what the metrics are portraying will help to better analyze the numbers in front of you. Just looking at the numbers and percentages without fully understanding exactly what they represent means they are just numbers and a decision based on them is difficult, if not impossible. \n\nLet’s go back to the example:\n\nOpen rate: The open rate is tied directly to the subject line. This is calculated by taking the number of individuals that opened the email out of the amount of subscribers that received the email. \n\nClick through rate: The click through rate is tied directly to the email template. While the subject line has a significant effect on this, the template and it’s design helps to guide where the user will click. This is calculated by taking the number of clicks over the amount of individuals that received the email. \n\nPurchases: Purchases are the amount of completed purchases that started from the customer journey of receiving the email, opening the email, clicking on the email and making the purchase. \n\nGraphs\n\n3\\. What am I going to do with these metrics?\n\nAnalyzing the results is key. Digital marketing is constantly evolving and growing, and this also includes the approach to campaigns. When reviewing and analyzing metrics, looking at what will be executed in the FUTURE BASED ON THE RESULTS is also important to keep in mind. Always look at how these results can be used. If not, you are just running campaigns to run campaigns and chances are efficiency and efforts are being wasted. \n\nOk, back to the email example: \n\nSo there was an email campaign sent out on a Saturday with 2 separate subject lines. After reviewing the open rate, click through rate, and purchases - Subject line A was the clear winner with a better open rate and more purchases. The click through rate was about the same for each version. At a quick analysis, it seems that the subject line stuck in the subscriber’s mind as they went through the journey and was more likely to make the purchase. \n\n4\\. What’s next?\n\nIn a constantly changing digital marketing landscape, analysis and looking below the surface are the key to a successful campaign. Keeping the 4 questions in mind during any analysis and then planning for what’s next will help any campaign succeed. \n\nMeteor Affinity consistently looks beyond the vanity - feel good - metrics and gets right down to the nitty gritty, ensuring that campaigns are executed in the most efficient way possible. \n\nTo learn more about other marketing agencies, check out: https://www.designrush.com/agency/digital-marketing \n"}},"image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.2360939431396787,"src":"//images.ctfassets.net/h5hnbnahy4e7/4Clnfol7i2SKkiPhyjFUJo/f910bd3fc9cfb70fda7bbe373a3a0e87/Depositphotos_189102374_s-2019.jpg?w=350&q=90","srcSet":"//images.ctfassets.net/h5hnbnahy4e7/4Clnfol7i2SKkiPhyjFUJo/f910bd3fc9cfb70fda7bbe373a3a0e87/Depositphotos_189102374_s-2019.jpg?w=88&h=71&q=90 88w,\n//images.ctfassets.net/h5hnbnahy4e7/4Clnfol7i2SKkiPhyjFUJo/f910bd3fc9cfb70fda7bbe373a3a0e87/Depositphotos_189102374_s-2019.jpg?w=175&h=142&q=90 175w,\n//images.ctfassets.net/h5hnbnahy4e7/4Clnfol7i2SKkiPhyjFUJo/f910bd3fc9cfb70fda7bbe373a3a0e87/Depositphotos_189102374_s-2019.jpg?w=350&h=283&q=90 350w,\n//images.ctfassets.net/h5hnbnahy4e7/4Clnfol7i2SKkiPhyjFUJo/f910bd3fc9cfb70fda7bbe373a3a0e87/Depositphotos_189102374_s-2019.jpg?w=525&h=425&q=90 525w,\n//images.ctfassets.net/h5hnbnahy4e7/4Clnfol7i2SKkiPhyjFUJo/f910bd3fc9cfb70fda7bbe373a3a0e87/Depositphotos_189102374_s-2019.jpg?w=700&h=566&q=90 700w,\n//images.ctfassets.net/h5hnbnahy4e7/4Clnfol7i2SKkiPhyjFUJo/f910bd3fc9cfb70fda7bbe373a3a0e87/Depositphotos_189102374_s-2019.jpg?w=1000&h=809&q=90 1000w","srcWebp":"//images.ctfassets.net/h5hnbnahy4e7/4Clnfol7i2SKkiPhyjFUJo/f910bd3fc9cfb70fda7bbe373a3a0e87/Depositphotos_189102374_s-2019.jpg?w=350&q=90&fm=webp","srcSetWebp":"//images.ctfassets.net/h5hnbnahy4e7/4Clnfol7i2SKkiPhyjFUJo/f910bd3fc9cfb70fda7bbe373a3a0e87/Depositphotos_189102374_s-2019.jpg?w=88&h=71&q=90&fm=webp 88w,\n//images.ctfassets.net/h5hnbnahy4e7/4Clnfol7i2SKkiPhyjFUJo/f910bd3fc9cfb70fda7bbe373a3a0e87/Depositphotos_189102374_s-2019.jpg?w=175&h=142&q=90&fm=webp 175w,\n//images.ctfassets.net/h5hnbnahy4e7/4Clnfol7i2SKkiPhyjFUJo/f910bd3fc9cfb70fda7bbe373a3a0e87/Depositphotos_189102374_s-2019.jpg?w=350&h=283&q=90&fm=webp 350w,\n//images.ctfassets.net/h5hnbnahy4e7/4Clnfol7i2SKkiPhyjFUJo/f910bd3fc9cfb70fda7bbe373a3a0e87/Depositphotos_189102374_s-2019.jpg?w=525&h=425&q=90&fm=webp 525w,\n//images.ctfassets.net/h5hnbnahy4e7/4Clnfol7i2SKkiPhyjFUJo/f910bd3fc9cfb70fda7bbe373a3a0e87/Depositphotos_189102374_s-2019.jpg?w=700&h=566&q=90&fm=webp 700w,\n//images.ctfassets.net/h5hnbnahy4e7/4Clnfol7i2SKkiPhyjFUJo/f910bd3fc9cfb70fda7bbe373a3a0e87/Depositphotos_189102374_s-2019.jpg?w=1000&h=809&q=90&fm=webp 1000w","sizes":"(max-width: 350px) 100vw, 350px"}},"tags":["Analytics","Data","Marketing","Metrics"],"createdAt":"2020-10-07T14:43:14.537Z"}},{"node":{"id":"74971fbe-1d3b-5b29-a01e-fefaae53f47c","title":"3 ways to easily leverage Machine Learning in your Facebook and Google campaigns","slug":"3-ways-to-easily-leverage-machine-learning-in-your-facebook-and-google","body":{"body":"Machine Learning (ML) may sound like a futuristic and complex concept to implement in our advertising campaigns; however, Facebook and Google already have some powerful ML techniques that you can implement with some small tweaks. \nThe current economic landscape is making a lot of companies review and adjust their digital marketing efforts. If you have already reviewed and [confirmed your campaign is being properly managed](https://meteor-agency-stage.netlify.app/blogpost/how-to-know-if-your-marketing-campaigns-are-being-mismanaged) but you still need an extra push, ML could give you the edge your campaigns need. And truth be told, the sooner you start using these features, the better. You don’t want to be left behind by your competitors that do use the power of ML to their advantage.\n\n## Important note for marketers before starting\nWhen using ML in our campaigns, we are leaving some of the old best practices behind. Historically, when managing digital advertising efforts, we want granularity and control. For example:\n\n- Several ads per ad group in Google that we turn off manually depending on the result.\n- Specific and small audiences in each Facebook ad set. \n\nThis structure allows marketers to understand what is working best and to get better quality scores in different advertising platforms. \nWhen using ML, we are making a tradeoff between control and the speed at which we can discover optimizations. Instead of several ads, we have one smart ad with different elements (images, headlines, etc) running different combinations until it finds the best performing one. Instead of several ad groups with different audiences, we have just a couple of rather “big” audiences as we let Facebook find what sub-audience performs the best. \nThe trick with this new advertising framework is that it puts a lot of emphasis on choosing the right parameters to feed the ML beast. No amount of ML will get us good results if the audiences we are targeting are not a good fit or if the headlines we are using suck. \n\n## 1. Target CPA in Google Ads\nThis feature will allow you to tell Google how much you want to pay for your conversions (e.g. an e-commerce purchase or a lead). Sometimes a conversion will cost more and sometimes will cost less but on average you will pay close to that target cost. This flexibility means you will not pay more if there is no need and that you will not lose a potential conversion because you were a few cents short. Truly fancy stuff. \n\n\n\n> *Young Tom Hanks approves.*\n\n[More about Target CPA.](https://support.google.com/google-ads/answer/6268632?hl=en)\n\n## 2. Smart display campaigns in Google ads.\nNow this very revolutionary stuff. You can create a campaign defining what conversions you want Google to acquire for you and they do the rest based on your conversion history and industry information. Add some headlines, copy and images you want to test in the ads and you have a very powerful campaign created in just a couple of seconds. \n\n[More about Smart display campaigns.](https://support.google.com/google-ads/answer/7020281?hl=en)\n\n## 3. Campaign budget optimization in Facebook ads\n\nFacebook has been pushing for advertisers to move to a simplified account structure. One reason behind this change is their Campaign budget optimization feature. You can set an overall daily or lifetime budget to a campaign that has several ad sets and let Facebook decide where to allocate your budget. Facebook will optimize based on the conversion history of the campaign to get the cheapest results in real-time.\n\n[More about Campaign budget optimization.](https://www.facebook.com/business/help/153514848493595?id=561906377587030)\n\n## The future of digital advertising\n\nUsing ML for digital advertising purposes is already becoming the new standard while doing things manually is turning to be more and more inefficient by the day. The winners in this new landscape will be those who understand the power of ML and work hard at defining the best strategy to leverage it. \nHere at Meteor Affinity, we offer a free consultation process where we review your data and prepare a proposal full of recommendations and tips. If you then decide to proceed and implement it with us, great. If not, that’s great too! No strings attached. Contact us today and start using Machine Learning in your campaigns. \n","childMarkdownRemark":{"plainText":"Machine Learning (ML) may sound like a futuristic and complex concept to implement in our advertising campaigns; however, Facebook and Google already have some powerful ML techniques that you can implement with some small tweaks. \nThe current economic landscape is making a lot of companies review and adjust their digital marketing efforts. If you have already reviewed and confirmed your campaign is being properly managed but you still need an extra push, ML could give you the edge your campaigns need. And truth be told, the sooner you start using these features, the better. You don’t want to be left behind by your competitors that do use the power of ML to their advantage.\n\nImportant note for marketers before starting\n\nWhen using ML in our campaigns, we are leaving some of the old best practices behind. Historically, when managing digital advertising efforts, we want granularity and control. For example:\n\nSeveral ads per ad group in Google that we turn off manually depending on the result.\n\nSpecific and small audiences in each Facebook ad set. \n\nThis structure allows marketers to understand what is working best and to get better quality scores in different advertising platforms. \nWhen using ML, we are making a tradeoff between control and the speed at which we can discover optimizations. Instead of several ads, we have one smart ad with different elements (images, headlines, etc) running different combinations until it finds the best performing one. Instead of several ad groups with different audiences, we have just a couple of rather “big” audiences as we let Facebook find what sub-audience performs the best. \nThe trick with this new advertising framework is that it puts a lot of emphasis on choosing the right parameters to feed the ML beast. No amount of ML will get us good results if the audiences we are targeting are not a good fit or if the headlines we are using suck. \n\n1\\. Target CPA in Google Ads\n\nThis feature will allow you to tell Google how much you want to pay for your conversions (e.g. an e-commerce purchase or a lead). Sometimes a conversion will cost more and sometimes will cost less but on average you will pay close to that target cost. This flexibility means you will not pay more if there is no need and that you will not lose a potential conversion because you were a few cents short. Truly fancy stuff. \n\nFancy\n\nYoung Tom Hanks approves.\n\nMore about Target CPA.\n\n2\\. Smart display campaigns in Google ads.\n\nNow this very revolutionary stuff. You can create a campaign defining what conversions you want Google to acquire for you and they do the rest based on your conversion history and industry information. Add some headlines, copy and images you want to test in the ads and you have a very powerful campaign created in just a couple of seconds. \n\nMore about Smart display campaigns.\n\n3\\. Campaign budget optimization in Facebook ads\n\nFacebook has been pushing for advertisers to move to a simplified account structure. One reason behind this change is their Campaign budget optimization feature. You can set an overall daily or lifetime budget to a campaign that has several ad sets and let Facebook decide where to allocate your budget. Facebook will optimize based on the conversion history of the campaign to get the cheapest results in real-time.\n\nMore about Campaign budget optimization.\n\nThe future of digital advertising\n\nUsing ML for digital advertising purposes is already becoming the new standard while doing things manually is turning to be more and more inefficient by the day. The winners in this new landscape will be those who understand the power of ML and work hard at defining the best strategy to leverage it. \nHere at Meteor Affinity, we offer a free consultation process where we review your data and prepare a proposal full of recommendations and tips. If you then decide to proceed and implement it with us, great. If not, that’s great too! No strings attached. Contact us today and start using Machine Learning in your campaigns. \n"}},"image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.5,"src":"//images.ctfassets.net/h5hnbnahy4e7/6DbVYVRoANpddDzSP3K8Vp/edb364c4f921ec362108372e30fa7fb5/Depositphotos_144711617_l-2015.jpg?w=350&q=90","srcSet":"//images.ctfassets.net/h5hnbnahy4e7/6DbVYVRoANpddDzSP3K8Vp/edb364c4f921ec362108372e30fa7fb5/Depositphotos_144711617_l-2015.jpg?w=88&h=59&q=90 88w,\n//images.ctfassets.net/h5hnbnahy4e7/6DbVYVRoANpddDzSP3K8Vp/edb364c4f921ec362108372e30fa7fb5/Depositphotos_144711617_l-2015.jpg?w=175&h=117&q=90 175w,\n//images.ctfassets.net/h5hnbnahy4e7/6DbVYVRoANpddDzSP3K8Vp/edb364c4f921ec362108372e30fa7fb5/Depositphotos_144711617_l-2015.jpg?w=350&h=233&q=90 350w,\n//images.ctfassets.net/h5hnbnahy4e7/6DbVYVRoANpddDzSP3K8Vp/edb364c4f921ec362108372e30fa7fb5/Depositphotos_144711617_l-2015.jpg?w=525&h=350&q=90 525w,\n//images.ctfassets.net/h5hnbnahy4e7/6DbVYVRoANpddDzSP3K8Vp/edb364c4f921ec362108372e30fa7fb5/Depositphotos_144711617_l-2015.jpg?w=700&h=467&q=90 700w,\n//images.ctfassets.net/h5hnbnahy4e7/6DbVYVRoANpddDzSP3K8Vp/edb364c4f921ec362108372e30fa7fb5/Depositphotos_144711617_l-2015.jpg?w=1050&h=700&q=90 1050w,\n//images.ctfassets.net/h5hnbnahy4e7/6DbVYVRoANpddDzSP3K8Vp/edb364c4f921ec362108372e30fa7fb5/Depositphotos_144711617_l-2015.jpg?w=1200&h=800&q=90 1200w","srcWebp":"//images.ctfassets.net/h5hnbnahy4e7/6DbVYVRoANpddDzSP3K8Vp/edb364c4f921ec362108372e30fa7fb5/Depositphotos_144711617_l-2015.jpg?w=350&q=90&fm=webp","srcSetWebp":"//images.ctfassets.net/h5hnbnahy4e7/6DbVYVRoANpddDzSP3K8Vp/edb364c4f921ec362108372e30fa7fb5/Depositphotos_144711617_l-2015.jpg?w=88&h=59&q=90&fm=webp 88w,\n//images.ctfassets.net/h5hnbnahy4e7/6DbVYVRoANpddDzSP3K8Vp/edb364c4f921ec362108372e30fa7fb5/Depositphotos_144711617_l-2015.jpg?w=175&h=117&q=90&fm=webp 175w,\n//images.ctfassets.net/h5hnbnahy4e7/6DbVYVRoANpddDzSP3K8Vp/edb364c4f921ec362108372e30fa7fb5/Depositphotos_144711617_l-2015.jpg?w=350&h=233&q=90&fm=webp 350w,\n//images.ctfassets.net/h5hnbnahy4e7/6DbVYVRoANpddDzSP3K8Vp/edb364c4f921ec362108372e30fa7fb5/Depositphotos_144711617_l-2015.jpg?w=525&h=350&q=90&fm=webp 525w,\n//images.ctfassets.net/h5hnbnahy4e7/6DbVYVRoANpddDzSP3K8Vp/edb364c4f921ec362108372e30fa7fb5/Depositphotos_144711617_l-2015.jpg?w=700&h=467&q=90&fm=webp 700w,\n//images.ctfassets.net/h5hnbnahy4e7/6DbVYVRoANpddDzSP3K8Vp/edb364c4f921ec362108372e30fa7fb5/Depositphotos_144711617_l-2015.jpg?w=1050&h=700&q=90&fm=webp 1050w,\n//images.ctfassets.net/h5hnbnahy4e7/6DbVYVRoANpddDzSP3K8Vp/edb364c4f921ec362108372e30fa7fb5/Depositphotos_144711617_l-2015.jpg?w=1200&h=800&q=90&fm=webp 1200w","sizes":"(max-width: 350px) 100vw, 350px"}},"tags":["marketing","tips"],"createdAt":"2020-04-22T19:11:43.408Z"}},{"node":{"id":"4a44511b-9976-5e04-b208-aa0d255f1996","title":"Keep the Goal in Mind ","slug":"keep-the-goal-in-mind","body":{"body":"### “A goal without a plan is just a wish.” -- Antoine de Saint-Exupéry \n\nI know it sounds like a Walt Disney quote, a cliche sometimes overused, or even something that appears to be obvious. The truth of the matter is that when it comes to marketing and campaigns, all too often the goal isn’t the focus of the campaign. \n\nLet’s set the scene. You are set to run a Facebook campaign for your new business. Your website is all polished and ready for visitors. But … What is the goal of this campaign? Is it brand awareness? Website Visits? Conversions? The answer to this determines HOW the campaign should and will be approached altogether by the campaign manager. \n\nA goal of __brand awareness__ means training your customers that your brand is the one that they want to use if not now but in the future. Impressions, social follows and engagement will establish success for this campaign. \n\nA goal of __website visits__ means driving as much traffic as possible to your website. Focusing on clicks in the campaign will drive visitors to your website. \n\nA goal of __conversions__ means something a little bit trickier. What exactly is the conversion that you are looking for? A purchase? An email sign up? While trickier, this is the goal where determining a successful campaign is most obvious. The ROI is much easier to track with this regard, as opposed to brand awareness or even website clicks where a number of questions are still up in the air. Do they like my brand? What was the user’s take away from the website? Again, a little bit tougher to track in the short term. \n\n\n\nUtilizing the bidding options properly during the set up will help this. Over the years, Facebook has created an optimized suggested bidding option focused on the goal. Facebook campaign managers can also take advantage of the Facebook pixels which help to track the desired conversions by placing the pixel on the result page of their website. \n\nImagine going into the campaign without the goal in mind first. Are you picturing a political ad for what would and could happen in the event that the opponent won? Fires, mayhem and chaos? No, it won’t be that bad but you likely would be spending unnecessary money marketing that you wouldn’t need to. \n\nDon’t just wish for a good campaign, start with the goal and work backwards. Even better, have Meteor Affinity help work through it with and for you! ","childMarkdownRemark":{"plainText":"“A goal without a plan is just a wish.” -- Antoine de Saint-Exupéry\n\nI know it sounds like a Walt Disney quote, a cliche sometimes overused, or even something that appears to be obvious. The truth of the matter is that when it comes to marketing and campaigns, all too often the goal isn’t the focus of the campaign. \n\nLet’s set the scene. You are set to run a Facebook campaign for your new business. Your website is all polished and ready for visitors. But … What is the goal of this campaign? Is it brand awareness? Website Visits? Conversions? The answer to this determines HOW the campaign should and will be approached altogether by the campaign manager. \n\nA goal of brand awareness means training your customers that your brand is the one that they want to use if not now but in the future. Impressions, social follows and engagement will establish success for this campaign. \n\nA goal of website visits means driving as much traffic as possible to your website. Focusing on clicks in the campaign will drive visitors to your website. \n\nA goal of conversions means something a little bit trickier. What exactly is the conversion that you are looking for? A purchase? An email sign up? While trickier, this is the goal where determining a successful campaign is most obvious. The ROI is much easier to track with this regard, as opposed to brand awareness or even website clicks where a number of questions are still up in the air. Do they like my brand? What was the user’s take away from the website? Again, a little bit tougher to track in the short term. \n\nGoal wish 2\n\nUtilizing the bidding options properly during the set up will help this. Over the years, Facebook has created an optimized suggested bidding option focused on the goal. Facebook campaign managers can also take advantage of the Facebook pixels which help to track the desired conversions by placing the pixel on the result page of their website. \n\nImagine going into the campaign without the goal in mind first. Are you picturing a political ad for what would and could happen in the event that the opponent won? Fires, mayhem and chaos? No, it won’t be that bad but you likely would be spending unnecessary money marketing that you wouldn’t need to. \n\nDon’t just wish for a good campaign, start with the goal and work backwards. Even better, have Meteor Affinity help work through it with and for you! \n"}},"image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.5,"src":"//images.ctfassets.net/h5hnbnahy4e7/4BYEmsyGJAhSuVUjlaFkQk/63331704e6dae9095d676df7db3f1fca/Depositphotos_73456161_xl-2015.jpg?w=350&q=90","srcSet":"//images.ctfassets.net/h5hnbnahy4e7/4BYEmsyGJAhSuVUjlaFkQk/63331704e6dae9095d676df7db3f1fca/Depositphotos_73456161_xl-2015.jpg?w=88&h=59&q=90 88w,\n//images.ctfassets.net/h5hnbnahy4e7/4BYEmsyGJAhSuVUjlaFkQk/63331704e6dae9095d676df7db3f1fca/Depositphotos_73456161_xl-2015.jpg?w=175&h=117&q=90 175w,\n//images.ctfassets.net/h5hnbnahy4e7/4BYEmsyGJAhSuVUjlaFkQk/63331704e6dae9095d676df7db3f1fca/Depositphotos_73456161_xl-2015.jpg?w=350&h=233&q=90 350w,\n//images.ctfassets.net/h5hnbnahy4e7/4BYEmsyGJAhSuVUjlaFkQk/63331704e6dae9095d676df7db3f1fca/Depositphotos_73456161_xl-2015.jpg?w=525&h=350&q=90 525w,\n//images.ctfassets.net/h5hnbnahy4e7/4BYEmsyGJAhSuVUjlaFkQk/63331704e6dae9095d676df7db3f1fca/Depositphotos_73456161_xl-2015.jpg?w=700&h=467&q=90 700w,\n//images.ctfassets.net/h5hnbnahy4e7/4BYEmsyGJAhSuVUjlaFkQk/63331704e6dae9095d676df7db3f1fca/Depositphotos_73456161_xl-2015.jpg?w=1050&h=700&q=90 1050w,\n//images.ctfassets.net/h5hnbnahy4e7/4BYEmsyGJAhSuVUjlaFkQk/63331704e6dae9095d676df7db3f1fca/Depositphotos_73456161_xl-2015.jpg?w=1200&h=800&q=90 1200w","srcWebp":"//images.ctfassets.net/h5hnbnahy4e7/4BYEmsyGJAhSuVUjlaFkQk/63331704e6dae9095d676df7db3f1fca/Depositphotos_73456161_xl-2015.jpg?w=350&q=90&fm=webp","srcSetWebp":"//images.ctfassets.net/h5hnbnahy4e7/4BYEmsyGJAhSuVUjlaFkQk/63331704e6dae9095d676df7db3f1fca/Depositphotos_73456161_xl-2015.jpg?w=88&h=59&q=90&fm=webp 88w,\n//images.ctfassets.net/h5hnbnahy4e7/4BYEmsyGJAhSuVUjlaFkQk/63331704e6dae9095d676df7db3f1fca/Depositphotos_73456161_xl-2015.jpg?w=175&h=117&q=90&fm=webp 175w,\n//images.ctfassets.net/h5hnbnahy4e7/4BYEmsyGJAhSuVUjlaFkQk/63331704e6dae9095d676df7db3f1fca/Depositphotos_73456161_xl-2015.jpg?w=350&h=233&q=90&fm=webp 350w,\n//images.ctfassets.net/h5hnbnahy4e7/4BYEmsyGJAhSuVUjlaFkQk/63331704e6dae9095d676df7db3f1fca/Depositphotos_73456161_xl-2015.jpg?w=525&h=350&q=90&fm=webp 525w,\n//images.ctfassets.net/h5hnbnahy4e7/4BYEmsyGJAhSuVUjlaFkQk/63331704e6dae9095d676df7db3f1fca/Depositphotos_73456161_xl-2015.jpg?w=700&h=467&q=90&fm=webp 700w,\n//images.ctfassets.net/h5hnbnahy4e7/4BYEmsyGJAhSuVUjlaFkQk/63331704e6dae9095d676df7db3f1fca/Depositphotos_73456161_xl-2015.jpg?w=1050&h=700&q=90&fm=webp 1050w,\n//images.ctfassets.net/h5hnbnahy4e7/4BYEmsyGJAhSuVUjlaFkQk/63331704e6dae9095d676df7db3f1fca/Depositphotos_73456161_xl-2015.jpg?w=1200&h=800&q=90&fm=webp 1200w","sizes":"(max-width: 350px) 100vw, 350px"}},"tags":["goal","conversions","bidding","Facebook Marketing"],"createdAt":"2020-09-21T19:38:25.268Z"}}]}},"pageContext":{"slug":"optimization-the-time-is-now","id":"3d05e7a9-b8ed-5ee0-bdb1-f99d81176323"}},"staticQueryHashes":["3649515864","63159454"]}