It was yet another busy week in the world of internet marketing that brought us some interesting figures on the value of a Facebook fan, a new ad commenting feature for Facebook ads, behavioural targeting for Google AdWords, why microsites are bad for SEO and Twitter’s plan to push promoted tweets.
Terminology aside, this Web Pro News article highlights a few key studies that attempt to put a value on Facebook likes/fans. Findings showed that one Facebook fan is worth about 20 visits to your website a year. Even companies not directly on Facebook can expect to see referral traffic from Facebook. Another study cited in the article noted that “on average, fans spend $71.84 more per year on brands they are fans of than those who are not fans.” Social Media Angel anyone?
Facebook has begun experimenting with comment ads. The idea is relatively simple, but it’s opportunity for fostering engagement are huge. Brands simply pose questions in their ads, in turn there is a space for a user to leave their response. It’s much like the kind of interaction you’d see on a brands wall, except it takes it to ads – and people who do not already like the page.
It’s been a long beta test but Google is now allowing all AdWords advertisers to target people based on their previous browsing activity and behaviour. Advertisers are able to choose from the 1000+ interest categories. Google is confident that this will give advertisers a leg up citing some pretty impressive case study examples. From a user standpoint, Google is providing a way to opt out on their Ad Preferences page.
Why Microsites Are Bad For SEO
Most of us know that SEO is a sustained effort where content, page optimization and recurring work all play a major role. So why throw that all away by deciding to start a microsite to launch a new brand or product? This article provides 4 great SEO reasons not to launch a microsite. A great read for those who rely heavily on traffic from search engines.
In the course of the next two months Twitter is expected to begin putting promoted tweets into the timelines of its users. It has been said that the promoted tweets will appear “sticky” whereby they will remain at the top of the screen no matter how far down the user scrolls. It’s about time for Twitter to start monetizing, but it will be interesting to see if they’ll be able to do it in a way that’s effective and not intrusive to users.