How To Eliminate Click Fraud In Your PPC Campaign

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Spam or fraudulent clicks can be a leading reason why businesses and nonprofits don’t utilize Google Adwords to promote themselves. It’s an understandable reasoning for a organization to have if they don’t have much knowledge of pay-per-click campaigns. Spam and fraudulent clicks can occur, but they can also be avoided. Continue reading to learn solutions on how to cut down on the amount of spam and fraudulent clicks you receive.

 What are fraudulent clicks?

Fraudulent clicks generally come from competitors and ad publishers looking to get something from your ads. Competitors will repeatedly click on ads to cap out your daily budgets and ad displayers are clicking on ads to give themselves more money. For years, search engines didn’t do much about this, but now they are.

What Google is doing

Of the search engines, Google is doing to the most to decrease fraudulent clicks. Google has created filters to detect fraud and prevent advertisers from wasting money. Google also has Google’s Ad Traffic Quality Team, which manually analyzes clicks before the advertiser is charged, and they investigate when you file a report of invalid clicks. If you use Google Adwords, you can block IP addresses with their feature, IP Exclusions.

How to run your own investigation?

Three things you’ll need are the IP address, click timestamp, and action timestamp. If you see a lot of clicks from a particular IP address and no conversion, there’s a high chance they were fraud clicks.

It might not be fraud

It’s important to note that not every questionable click is fraud. You may just need to adjust your ad targeting. Your targeting could be so broad, which is why you’re receiving a lot of clicks but not a lot of conversions.  

Do you need help running an effective pay-per-click campaign? Call Sperling Interactive at 978-304-1730. We can help stretch your marketing dollars further.

How To Market With Tumblr

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What Is Tumblr?

When people think of social media, they don’t always mention Tumblr, but that doesn’t mean it is not a major player in the social media world. For those of you who are unfamiliar with the platform, Tumblr is a microblogging social platform. Through it you can share textual posts, images, gifs, links to articles and external web pages, quotes, videos, audio clips, and chat conversations. It’s a really popular place for people who wish to connect with other like minded individuals. More than 790 million people actively use the platform, which is twice the amount of those who utilize Twitter.

Who Uses Tumblr?

Tumblr’s users are primarily teenagers and young adults. Tumblr is widely used by people who want to find content surrounding their favorite things. Users enjoy reblogging gifs and images from the books, movies, music, TV, and consumer-based brands they love.

What Types Of Business Should Use Tumblr?
If you get loads of engagement on Instagram, you may be successful on Tumblr. Tumblr users love visually appealing content. With that said, industries that do particularly well on Tumblr are photography, architecture, interiors, exteriors, landscape gardening, design, fashion, beauty, publishing, mental health, and tattooing.

Ways To Advertise On Tumblr

You can create a Tumblr account to post original content as well as reblog posts that align with your brand. You can also pay money to have sponsored content appear on Tumblr. There are three types of sponsored posts on Tumblr.

The first type is called sponsored posts. These posts look like regular Tumblr posts. The appear on users’ dashboard and users can reblog them. You can target sponsored posts by users’ gender, location, and interests.

The second type is sponsored video posts. Sponsored video posts also appear on users’ dashboards. They are videos that play in a constant reloop.

The third type is sponsored day. This type allows businesses and nonprofits to take over the top of a users’ dashboard for twenty-four hours.

Is your audience on Tumblr? Let us know. Sperling Interactive would love to help!

How To Optimize For Voice Search

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Do you own a product by Google, Apple, or Amazon? If you’re like most, you probably own at least one tech product from one of these companies. Have you noticed any similarities between the devices made by these three companies? One feature you may have noticed is they all have voice assistants.Voice assistants, such as Siri, Alexa, Cortana, and Google Assistant, are changing the world, especially the SEO world.

The way people make searches online is changing. People are typing less and using their voice more – approximately 46% of US adults use a voice assistant device. As a result, the way we phrase our searches is changing. When a person uses their voice assistant, they perform a search query in the form of a question. So the way we are starting to access information is becoming more conversational. It’s something that businesses and nonprofits should begin taking into account. Here are our top tips on how to optimize your website for voice search.

Create specific web pages geared toward the questions people will ask their voice assistants.

You may already have town and city pages, which are specific web pages for the communities you service. They help you become more visible to those you wish to reach. To optimize your website for voice search, you should also create an FAQ page containing questions that people will commonly ask their voice assistant, with corresponding, informative answers to those questions. 

Claim your Google ‘My Business’ listing.

If you haven’t claimed your company’s Google listing, you should do so now. The ‘My Business’ listing gives Google and its users relevant information, such as your location, phone number, and hours of operation. Plus, Google loves it when you use its product. Another reason why you should do this is because 22% of searches these day are for local information and content.  

Use long-tail keywords.

Long-tail keywords are the three to four keywords related to the product or service that you’re selling. They tend to be very specific and, when people are using voice assistants, they tend to utilize long-tail keywords. Even if voice assistants weren’t revolutionizing our world, you should still use long-tail keyword as they’ve been known to increase sales.

Research.

Researching and brainstorming relevant keywords with your team is another way to optimize yourself for voice search. It can also help you find out what your competitors are doing.

Do you want to learn more ways on how to optimize yourself for the web? Call Sperling Interactive at (978) 304-1730 to see how your website is performing.

Does Your Organization Need An App?

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We’ve blogged before about the importance of being mobile-friendly. There are two ways businesses and nonprofits can be mobile friendly: either on the mobile web or with an app. It may seem like every organization under the sun has an app these days, but we’re here to tell you it isn’t necessary for everyone. Read on to see if your organization could use an app.

If You Want A Feature That Can’t Be Implemented On The Web
Websites are there to deliver your organization’s mission, services, and location, but when you want to give your audience an experience, an app might be the way to go because there are certain features you can’t implement through your website (e.g. a camera, geolocation, biometrics, sensors, etc.).

You Want To Improve Your Customer Experience.
Apps are widely successful for retail companies. You can do so much with an app if you manage a store. If you run one, your app can be used to display your products, send coupons, inform customers about sales, and start a loyalty rewards program. An app can really improve your relationship with your customers.

You Want To Have An Interactive Gaming Experience.
Gaming is another feature that works better through an app than it does on a website. A popular game on app these days is Geocaching, a scavenger hunt-type game. You can use Geocaching to tell your organization’s story. Through it, you’ll have users travel to different locations to unlock new stories.

Your App Idea Has A Delivery Element To It.
If your company is in the food industry, a delivery app is a must. It’ll help you stay on top of competition and give your customers instant gratification.

Have you been thinking about an app for your business or nonprofit? Sperling Interactive is experienced with app development and would love to help you! Contact us today at (978) 304-1730.

How To Optimize Your Blog Posts For The Web

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Having a blog is a great way to educate your audience, but do you ever find it hard for your audience to find your posts? There are certain ways to optimize your blog posts so that when people are typing a search query related to the post, your blog post will pop up. Read on to learn ways to optimize your blogs posts for the web.

Write searchable titles

It’s natural to want a witty title for your blog posts, but try and stick with a title that reflects what people are most likely to search for to come across your post. Your title should either start with who, what, where, when, why, or how. This will make it easier for you to pop up in search engine results.

Utilize the heading tags

Heading tags are used to create headings in your blog posts. Heading 1, <h1>, is your most important heading tag and should be the title of your blog post. Heading tags are numerical and go in order of importance. So for your heading 2s, <h2>, make them the subheadings in your blog post. These large bolded points are the heading 2 tags in this blog post. Heading tags are crucial because they help Google and other search engines scan your content and get the gist of your blog posts. You can create heading 2s by highlighting the points and pressing down on Ctrl+Alt+2.

Put alt tags on your images

Alt tags are the captions that people who are blind or visually impaired read to understand your images. By incorporating alt tags with images used, you’ll make your website and content more accessible, which search engines will love. You can learn other ways to optimize your images here.

Include links

Adding internal and external links to your blog posts is another way to optimize your posts for the web. Internal links are other URLs on your website and external links are URLs from  websites outside of your own. Having high quality links to your blog posts shows credibility to search engines and that you’re giving your readers something of value. Links in your blog posts also decreases bounce rates and keep visitors on your website longer.

Request indexing on Google Search Console

When you publish a blog post, you should request indexing afterwards. When you request indexing you are alerting Google to crawl the new web page you have created. You request indexing through Google Search Console.

Want to learn more about  blogging and search engine optimization? Be sure to check out our blog posts on those two topics.

 

A Beginners Guide To Facebook Pixel

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Two years ago, Facebook had two ways it tracked users for businesses and nonprofits. One was for conversions and the other was for tracking. Today, Facebook has Facebook pixel. Facebook pixel is an analytics tool that can help businesses and nonprofits keep track of their website visitors who find them through Facebook.

How Facebook Pixel Helps You Create Better Ads

Facebook pixel can essentially tell you how your Facebook ads are performing and how to make them better. For example, if your ad is receiving lots of clicks but failing to gain conversions, this means that your ad is catching eyes, but something is not adding up for the user when they’re brought to the ad’s landing page. Perhaps the copy and landing page don’t line up with what was promised to them in the ad.

When a person who found you through Facebook goes to your website and completes an action (e.g. purchasing one of your products, signing up for your seminar, donating money to your organization, etc.) the Facebook pixel is triggered. Through Facebook pixel, you can also retarget Facebook users who have completed an action through your site.


Other Facebook Pixel Benefits

Other great things about Facebook pixel are that it can help you gain new clients, get a more accurate conversion rate, and create a lookalike audience, which is a way to reach new people who are likely to be interested in your business or nonprofit because they are similar to your existing customers.

 

How To Install Facebook Pixel

You can get a Facebook pixel by placing the pixel code on the header of your website. Each Facebook Ad account only gets one pixel and you can install it on every webpage you wish to track. You can access your tracking pixel through your Facebook Ads Manager. Facebook pixel works by dropping a “cookie” onto the user’s browser and sending them custom advertisement based on their behavior.

Would you like Facebook pixel? Contact Sperling Interactive today!