Digital marketing news

How to add a Facebook Conversion Pixels through Google Tag Manager

Facebook Pixel in Google Tag Manager

The right way to implement Facebook Pixel through Google Tag Manager

Facebook Conversions Pixels are great tools not just to monitor website or mobile apps conversions – those can also be controlled through after tagging URLs – but they are also one of the tools needed to optimise campaigns (e.g. cost per conversion) or to build Lookalike audiences (see image below) that tend to reduce your spending on Facebook advertising by creating target audiences made of users whose interests are similar to the ones of whoever has already reached a goal relevant to your business. On average I have noticed a conversion rate always higher than other generic audiences, sometimes even double.

Facebook Lookalike Audiences

To implement Facebook Conversion Pixels (FBCP) you have to create it for a particular Ads account activated in your site and populated with users info (it is said that you need at least 100 conversions to build a lookalike audience list). Once created it can be shared with other Ads Accounts and it can work for different Facebook Pages managed through the same Ads Accounts.

Google Tag Manager makes possible to add Conversion Pixels whenever and wherever you need, into any web page or mobile apps, depending on specific conditions. The Conversion Pixel has to be placed into the HEAD of your web page but, as you know, Google Tag Manager (GTM), has to be placed immediately after the opening BODY tag.

The question is: will Facebook Pixel works if implemented through a GTM Custom HTML tag?

The answer is yes! After implementing FBCP, you can check if it is working using the FB Pixel Helper, a free extension for Google Chrome.

Facebook Pixel inserted through Google Tag Manager is working (source: FB Pixel Helper, Google Chrome free extension)

Facebook Pixel inserted through Google Tag Manager is working (source: FB Pixel Helper, Google Chrome free extension)

NOTE – However, I have noticed that if “support for Document.Write” is not active for the HTML tag, the FB Pixel apparently takes longer to load – however, it still work – and the result is as follow:

GTM support document.write off

GTM support document.write off: FB Conversion Pixel takes too long to load

How to increase Facebook organic reach: content and audiences are two key factors

Facebook Organic Reach, October 2014

Organic Reach is still alive if content is interesting.

IS FACEBOOK ORGANIC REACH DEAD? Interesting insights by Kimanzi Constable in his post “5 Reasons Why Social-Media Marketing is Overrated“. However, I don’t take for granted his first assumption telling that “Organic reach is pretty close to zero” because evidence can show something different (see above screenshot). For example, I could still reach more than 20% through organic, in October 2014, way more than the 2.71% declared in the article.

SWITCHING TO PAID CONTENT – It is true that Facebook organic reach has been decreasing year after year, in parallel with the growing Facebook Ads market – Twitter to follow very soon – but organic reach can still have a relevant impact regarding engagement and conversions if wisely managed.

DON’T FORGET THE LONG TAIL – It is good to monitor content performance periodically but not constantly because the long tail should always be taken into account: posts’ reach is not always skewed. A good exercise is to identify and classify by topic and type the top performers, rather than posting like a machine. We are dealing with humans after all and our prospective customers don’t want to be overwhelmed with content that is not bringing them any real opportunity, inspiration or value in general. Patronising users’ expectations is still a good way to gain support, but apparently Facebook knows that such content is not valuable, but only aimed at generating a soft engagement (e.g. Likes) by confirming a point of view biassed in a particular custom audience.

CONTENT RULES – If you post too much content the average page engagement rate will decrease, also penalising good posts. Same if you target the wrong audience, therefore your activity has to be very focused or, if exploring new target audiences, modified. To reach new users, build your audience with paid content first, then play with free content later. Paid content has better targeting features than organic; you might guess why… Think of good content, use words and images that catch your target audience attention or inspire them, add relevant if needed and make your post length short (try to be under 90 characters). This way you can quickly increase your organic reach.

INSPIRE YOUR (VERY WELL TARGETED) AUDIENCE – Post content reminding about opportunities like competitions, free resources or local free events, using strictly geo-targeted audiences and city tags (sometimes adding photo of the most recognisable places): it will show a higher engagement rate and, in many cases also higher conversion rate when talking about business and the whole page will benefit, also gaining new likes for free. Sometimes users spread the work simply by tagging their friends in a comment on a post telling about exciting opportunities. Empower your current users by giving them the chance to spread the word of what you are offering them: they will be glad to contribute to your success.

QUALITY FIRST OF ALL – These facts lead to the conclusion that Facebook tends to boost the organic reach when the content sounds interesting/attractive/inspiring for its users, despite it has not been paid. Always ask the magic question: what’s in it for me?

TAG TO TRACK – Last but not least, in particular if you have an e-commerce or a site where you try to lead users: do not forget to add URL parameters when linking to your site or you won’t be able to track your social media content ROI on . Use standardised and meaningful tags for campaign, source, medium and, to go deeper, also content and, when moving from organic to paid, just update them through tools like the PowerEditor to measure differences in performance for the same content.

 

MoreMetrics imports additional Social Media metrics into Google Analytics

 * The service MoreMetrics has been discontinued * 

MoreMetrics is a new free service provided by the Italian startup Bryo to help you importing some core Social Media metrics like Facebook fans or Twitter followers into any Google Analytics property.

Wouldn’t be nice to have Facebook Page Fans stats in Google Analytics? Tired of checking your KPIs on different sites? Do you love Google Analytics as much as we do? Let’s give MoreMetrics a try.

At the moment of launch there are the following options: Facebook Likes/Fans, Twitter Followers and Youtube Views/Subscribers. MailChimp is expected soon.

more metrics options

MoreMetrics options available (June 2014)

Once such data is imported into your GA, you can then create a Widget in a custom GA Dashboard to show a timeline of your SM trends.

Here is a step-by-step guide:

  1. Click on Dashboards, choose a dashboard and click on Add Widget.
  2. Give a Widget title matching the type of SM metric, for example “Facebook fans”
  3. Choose Standard/Timeline
  4. Choose “Event Value” in Graph the following metric over time
  5. Filters using the following three conditions:
    a. Only show Event Category Exactly matching MoreMetrics
    b. Only show Event Action Exactly matching the type of metric you want to show (e.g. FB Fans)
    c. Only show Event Label Exactly matching the [Event Label]
  6. Save

Some additional notes:

  • normally such metrics are not available in Google Analytics, not even in the Acquisition/Social report.
  • data are sent once a day therefore data will be available in about 24 hours
  • Universal Analytics is needed since the tool uses Measurement Protocol
  • Event value is the sum of all likes (or followed) day by day therefore you need to look at the daily value, not its aggregate: you need a dashboard widget to explore such data into Google Analytics

Update – some examples of GA dashboard widgets built through MoreMetrics:

more-metrics-google-analytics-social-media-facebook-likes-twitter-followers

Timeline and daily amount

 

more-metrics-google-analytics-social-media-facebook-fans-twitter-stats

A comparison between Facebook and Twitter

Try MoreMetrics now.

Did you know Google+ Ripples? It helps you monitor shares of a post on Google Plus

Google+ Ripples

+ Ripples for a very popular post by Matt Cuts: “The decay and fall of guest blogging for

UPDATE: Google+ Ripples has been terminated on 20th May 2015.

 

Last 20 January, the Google webspam team leader Matt Cutts posted about decay and fall of guest blogging for SEO. Whatever he says in his blog sound like the Bible for the SEO industry. Despite some times (like the above case) he might change his mind.

The above screenshot taken directly from Google+ Ripples shows the public shares of such popular post on Google+.

Google+ Ripples (in Italian Google+ Eco) creates an interactive graphic of the public shares of any public post or URL on Google+ to show you how it has rippled through the network and help you discover new and interesting people to follow.

Ripples shows you:

  • Who has publicly shared a post or URL and the comments they’ve made
  • How a post or URL was shared over time
  • Statistics on how a post or URL was shared

A link to Ripples for web pages / posts shared through Google+ is now available also in under “Acquisition / Social / Data Hub Activity”

Google+ Ripples accessible directly through Google Analytics

Google+ Ripples accessible directly through Google Analytics

You can see Ripples for each post just by adding its URL at the end of this one, in your browser bar:

https://plus.google.com/ripple/details?url=_________

and SEO are getting closer day by day and guest blogging apparently is decreasing in popularity – if Matt has said so, it’s true.

Let’s imagine a link between number of shares and author(ship) rank for each of such shares. It would certainly give an idea of the weight of such an important ranking factor like Google+ activity.

Here is my Google+ Author Rank measured with the experimental tool by Virante that calculates a score based on the content linked to my Google+ profile via Authorship. It does not currently include any measure of authority due to my actions within Google+.

Google+ Author Rank

Google+ Author Rank

You can monitor Author Rank for any of your (Google+) friends.

UPDATE: Google+ Ripples has been terminated on 20th May 2015.

Periodic Table of Content Marketing free download

La tavola periodica del Content Marketing (scarica gratis l’infografica)

Dopo la SEO e Google Analytics, è giunto il momento del Content Marketing. Ultimamente le tavole periodiche sono davvero di moda per fornire una panoramica (quasi completa) di importanti settori del digital marketing.

Chris Lake ha da poco rilasciato la prima versione della sua tavola, in realtà un’infografica orizzontale pubblicata dal  Econsultancy.

La Tavola Periodica del Content Marketing, di Chris Lake – scarica gratis (immagine in formato png)

La Tavola Periodica del Content Marketing - scarica gratis

 

La tavola non è definitiva (come informa anche l’autore) ma del resto anche l’ambiente a cui fa riferimento è soggetto a frequenti cambiamenti, talvolta radicali, che non consentono di costruire rappresentazioni valide per periodi medio/lunghi. Tuttavia, la tavola è un’interessante panoramica che può fungere anche da check list delle attività di Content Marketing condotte a qualsiasi scala.

I suoi elementi sono stati divisi in 8 aree principali:

  1. Strategia
  2. Formato
  3. Tipo di Contenuto
  4. Piattaforma
  5. Metriche
  6. Obiettivi
  7. Condivisioni
  8. Lista di controllo

Si può dire che sia completa?

 

Periodic Table of Content Marketing free download

The periodic table of Content Marketing: free infographic download

YAPT! (=Yet Another Periodic Table!)

After SEO and Google Analytics, it is time for Content Marketing. Recently periodic tables have become a very fashionable way to provide an (almost complete) overview of digital topics.

Content is king after all – many expert keep on saying – and Chris Lake has just built its periodic table, an interesting infographic published by Econsultancy.

The Periodic Table of Content Marketing, by Chris Lake – free download (png image)

The Periodic Table of Content Marketing - free download

 

The author stated that the table is far from being definitive – the whole environment is affected by frequent changes after all – but it seems a very good overview/check list of such important area for all (digital) marketers.

Its elements have been divided into 8 main areas:

  1. Strategy
  2. Format
  3. Content Type
  4. Platform
  5. Metrics
  6. Goals
  7. Sharing Triggers
  8. Checklist

Can we say “that’s all folks”?

 

periodic table of google analytics

Google Analytics under a chemical perspective: the periodic table (free pdf download)

Can periodic tables be considered infographics? Whatever your answer is, what I am going to present here reminds me of the SEO periodic table published some time ago (and constantly updated).
It is an useful overview that can help beginners to spot whatever has not been considered into their work/analysis/knowledge. 
Have a look at the elements of such an interesting visual guide about Google Analytics main features seen from a ‘chemical’ perspective. It has been made and published by the certified GA expert Jeff Sauer @ Jeffalytics.
GA elements have been splitted into four main categories: Product, Metrics, Reports, and Features.
Are you aware of all its elements? Anything missing?

Little update – On 20th Feb Google Analytics has  redesigned its UI again. Accounts are now listed on a dropdown menu placed in the top right corner.

Guido Barilla apologies

PR on SERP: why copywriters should work with SEO guys. Barilla epic fail

 

Guido Barilla apologies

Guido Barilla video apologies. Too late.


26 September, morning. Guido Barilla, co-owner of the famous Parma-based pasta maker, during a live radio interview (La Zanzara, Radio24), proudly claim that gay people would never appear on its brand advertisement because he and his company will always support ‘traditional’ families. After being provoked by the speakers on this topic, he replies that anyone who doesn’t agree with his view can eat other pasta. After few minutes twitter tags #boicottabarilla, #barilla and #boycottbarilla became trend topics (#tt) in Italy. A lot of criticism raise also on Facebook and blog comments. Few hours later images and video parodies start to populate the social environment and later expand on the web. In a couple of hours after his radio interview, Guido Barilla gain the home page of popular online newspaper and, consequently, the top news on Google News. Some direct competitors (e.g. Buitoni, Garofalo, Misura, Bertolli shown below, etc.) took the occasion to declare their open minded point of view and their ironic but strong replies got viral immediately. A double damage.

Bertolli after barilla fail

Bertolli is one of Barilla’s competitors that has taken advantage of Guido Barilla fail with an immediate viral reply.

Too late to repair. A couple of brief textual apologies on Facebook and on Twitter did not seem enough. Two days later (28/9) Guido Barilla recorded a short video (about 1 minute, in Italian, where he looks quite unsecure in comparison with his radio interview). He sent apologies to everyone that felt offended by his previous declaration, saying that he must learn a lot about the contemporary concept of family. Money comes before personal point of views.

Still not enough. What is the most immediate place where you can write something that must be there for everyone curious to read? You might think of twitter, a twitter cover, a facebook cover, your home page. No. It is the SERP (search engine result page). Many people search for the company to find out how it reacts. And SERP is a crucial area where to place a reply that will be immediately noticed by everyone.

How to communicate through SERP? Well, first of all you must do a great SEO to rank on top, possibly before your detractors that are not just competitors. After a fail everyone is potentially your enemy.

Barilla ranks number one and took the occasion to communicate through two SERP channels that are page title and description, as seen in the picture below.

PR through SERP: Barilla fail signals are everywhere.

PR through SERP: Barilla fail signals are everywhere.

This case shows how social is the spark that triggers the fire (on the web). Social is immediate, fast, spread the virus easy and fast everywhere, potentially with no control and can disappear the same way through easy censorship operated by social media platforms (e.g. certain keywords, tags, images, songs, etc.)
The web is slower but slowly burn and can generate unexpected effects in the medium/long term. Predictions are difficult in both cases and correlations too, despite social and web are both integrated, they are two areas of the same environment.

Title, a typical SEO tool, can be used with the power of social for an immediate response, to enforce an official point of view against doubts rising on other channels. Therefore the few words allowed there (70 characters and 156 for description) must be used in the best way, not forgetting the brand that should be highly visible on title to remark the official site distinguished by the rest.

Copywriting and SEO should definitely help each other, in particular during critical times. Memes don’t come from nothing.

translate

Localisation vs English: what’s the best choice?

translate

Internet expands market capabilities but language translation counts and has a cost.

I am going to present in a very simple way a case of International SEO concerning the opportunity to translate a site content to get more customers from specific countries.

What languages to prioritize, English (considered good for most of the countries) or the local? The best answer obviously is “local”, but it has a cost therefore we should measure its effectiveness.

A typical practice is starting to translate content into the most popular languages. It doesn’t mean getting the best translation ROI though, because smaller languages might be more rewarding than popular languages – not least because in their web environment usually there is less competition, both on organic and paid search.

When going international most digital marketers think that English can be good enough to cover most world areas. English is fine, but what’s the value of translating/transliterating/localising content (including URL’s)?

Let’s have a look at a little case concerning an English website that offers its services also to the Vietnamese market.

Context: a company dealing with cars want to explore if English is ok for its web content or not. Translating content has a cost therefore it’s wise to run a small pilot lasting a certain period (e.g. 6 months, to allow enough time for it to be indexed) on a small relevant part of the site (including the conversion funnel). Then it’s time to find out outcomes.

First, let’s have a quick look at the internal situation through the company’s web metrics to understand how local content (Vietnamese) has been performing against original English content:

Vietnamese content beats English content, but look at page value is higher for English.

Vietnamese content beats English content, but look at page value…

At first look it seems clear that local language performs better than English in terms of visits (about 80% overall) and engagement (better bounce rate, lower exit rate). Page value is much lower though. It means that people not speaking English are not willing to ‘convert’? In this case before assuming conclusions it worth having a look at conversion goals to find out if they are relevant or not. It is the crucial step before taking a decision about translating content: we might find out that despite quantity belongs to content written in local language, quality  comes from content written in foreign language.

For example let’s imagine that conversion goals are related to online payments (e.g. visit of an after successful payment page). If in the country local people that do not speak English are not willing to do ecommerce, in comparison with people that speak English and are generally richer more accustomed with innovation, therefore a lower page value for local content should not be a problem: the company should focus more on offline when coming to final conversion, but web content still count a lot in terms of getting more engaged customers in comparison with English.

Now let’s have a look at the external search environment to understand how local keywords are more or less popular than their English

Source: Google Trends

Source: Google Trends

In this case it’s clear that the English word ‘car’ has been losing importance in comparison with local translated keywords (many versions, I had a look at the one that seems the most popular and showed a stable popularity). It’s interesting to note that the English KW is more popular in Ho Chi Minh City (formerly Saigon) where the Western post-colonial influence is still popular, whilst the local version is highly popular in the capital Hanoi located in the North.

If you find that local language is not rewarding after the pilot, therefore your pages should be carefully 301-redirected to the main content (English). Finally a personal view which I’m sure it’s shared by many: local content should be written by local authors rather than translated. Culture, even the invisible part of it, is a crucial element of the engagement process.