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Background: Facebook Insights Definitions For Facebook Posts

August 20, 2012
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Sometimes it’s amazing what a Google search won’t yield. With all the changes going on on Facebook, it’s important to understand the definitions of the metrics they provide. Below are the definitions of the metrics provided when you export data from Facebook Insights at the Facebook post level:

Total Reach: Total FB Users who saw and/or interacted with this post.

Organic Reach: Total # of  FB Users who saw and/or interacted with this post because they were fans

Paid Reach: Total # of FB users who saw and/or interacted with this post from an ad/sponsored story/sponsored post.

Viral Reach: Total # of FB Users who saw and/or interacted with this post because their friends interacted with the post

Total Impressions: Total # of times the post was displayed to users

Organic Impressions: # of times the post was displayed to users who were fans

Paid Impressions: # of times the post was displayed to users as an ad, sponsored story or sponsored post.

Viral Impressions: # of times the post was displayed to users who saw and/or interacted with this post because their friends interacted with the post

Engaged Users:  Engaged Users is the number of people who have clicked anywhere on your post.

Talking About The Post: People Talking About This is the number of people who have created a story from your post. Stories include: Sharing, liking, or commenting on your post

Stories About The Post: Number of stories created about the post

Post Consumers: Total # of people who clicked on and viewed the photo.

Post Consumption: Total # of times the photo/link in the post was clicked on and viewed.

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Background: An Introduction to Bid Rules

June 18, 2012
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Bid rules are automated rules that an advertiser can put in place to regulate the bidding on a particular keyword. For example, a bid rule could tell the search engine to pause a keyword whenever its ROI drops below $1.00 or to increase the bid on a keyword whenever the keyword falls below an average position of 2.

For advertisers with extensive keyword lists and/or extremely clear goals, bid rules can be a good tool to manage accounts. Even better, they are now available for free within the Google interface, and come standard on such third party platforms as Kenshoo. However, bid rules can also cause a lot of problems, and consequently should be used with caution.



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Background: The Four Different Types of Keywords

June 11, 2012
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Not only are there a variety of keyword match types, but there are also different types or categories of keywords that are commonly used to help classify the different keywords within an account. Understanding the four different types of keywords will make it much easier to understand and plan the strategy for an account.

The different types of keywords, their definitions, and examples are as follows:

Brand Keywords – Brand keywords are keywords that contain the advertisers brand name (or brand terms, such as a slogan or trademark).

ex. Digital4startups

Non-Brand or Generic Keywords – Non-Brand keywords, also known as Generic keywords, do not contain the company’s brand term in them, nor do they contain the brand name of any other companies. These are generally the higher volume keywords.

ex. Digital marketing, search marketing, learn digital marketing

Conquesting Keywords – Conquesting keywords are keywords that contain a competitors name, product number/model, slogan, or anything else that would be immediately identified as being a competitor’s. More information on conquesting keywords.

ex. Search Engine Land, Google Adwords

Long-Tail Keywords – Long-Tail keywords are keywords containing 3 or more words that are lower volume terms. However, if a user were to search for one of these queries, the content being provided would likely be relevant to them. Long-tail keywords can include keywords for a specific article, media mention, or product. Long-tail keywords can overlap with any of the other keyword types.

ex. different types of keywords, adwords keyword match types, how to learn digital marketing best practices

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Background: Formulas Every Digital Marketer Must Know

May 31, 2012
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There aren’t many formulas (this isn’t physics), but the key formulas in digital marketing are absolutely crucial. Here is a quick cheat sheet to five formulas everyone in digital marketing should know:

CPC (cost per click) = cost/clicks

CTR (click through rate) = clicks/impressions

CVR (conversion rate) = conversions/clicks

ROI (return on investment) = (gain from investment – cost of investment)/cost of investment   a.k.a. profit/cost

% Change = (old-new)/old


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Background: The Most Important Digital Marketing Terminology

May 17, 2012
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There are a few basic abbreviations that everyone involved in digital marketing should know. Even if you do not run a digital marketing campaign yourself, it is still important to understand this terminology so that you can communicate with those who are running the campaigns.

Impression – A single instance of an ad appearing to a user

Click – When a user clicks on the ad

Conversion – A single instance of the completion of whatever action the advertiser wants the user to take; examples include purchases, sign-ups or leads

CPC – Cost per click – the amount the advertiser pays per click on the ad; is equivalent to cost/clicks

CTR – Click Through Rate – the percentage of users who see an ad that click on it; is equivalent to clicks/impressions

CVR – Conversion Rate – generally defined as the percentage of users who click on the ad who then complete a conversion; is equivalent to conversions/clicks; May also be defined as the percentage of users who see the ad who then complete a conversion, which would be equivalent to conversions/impressions

CPA – Cost Per Acquisition – the cost to acquire a customer; is equivalent to cost/acquisitions

Cost Per Conversion – the cost per conversion; is equivalent to cost/conversions

CPM – Cost Per Thousand Impressions – the cost per thousand impressions of an ad; a common metric and pricing system for non-CPC digital advertising, such as display advertising

ROI – Return on Investment – How much received per dollar spent; is equivalent to revenue/cost

Position – The position on the page the ad shows up in; A position of 1 indicates an ad is in the top position on the page. A position of 10 or lower will not show up on the first page. A position of 4 or lower will not show up above the organic results.


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