How To Advertise on Quora Effectively

Quora Ads

Quora Ads are one of the myriad options for advertising online. Like eBay, Reddit, and LinkedIn, Quora is one of those Web 2.0 properties that feels like it should be dated, but remains surprisingly relevant.

In fact, while Quora is itself has been around since 2009, Quora’s self-serve Ad Platform only rolled out in 2016.

Quora has 300 million active users and some interesting reasons to advertise.

Why Use Quora Ads

First, you have access to both social data and search intent.

Like Pinterest and Reddit, you can reach people based on demographic and psychographic data AND you can reach people who are actively searching for answers OR you can layer both to run hyper-targeted campaigns to people who are both your target customer and actively researching.

Second, you have access to lots of qualified organic traffic. Quora has plenty of internal usage. But their organic search traffic is their secret weapon.

Due to their brand and enormous amount of content, they rank well in Google & Bing for highly qualified search terms. I’ve written how you can use Quora for “barnacle” SEO and content.

But – that approach requires work. With Quora Ads, you can pay to jump to the front of the line. Advertise on pages that rank well for target keywords.

Quora Ad Alternative

Third, you get to define best practices & deal with lower competition.

Every big brand and agency is on Google & Facebook. Best practices and budgets are well-defined. Quora requires more work and thought to succeed.

I’ll share my experience in this post, but my main takeaway is that there is no “right” answer. Quora is still wide-open and open for testing & experimentation. If you have more time / skills than budget, Quora is a great place to go.

How To Setup Quora Ads

Quora has done an excellent job with self-service. The platform is straightforward and comes with a surprisingly useful email course.

To get started, all you need is some basic business information.

Within your Ads Manager Dashboard, you can Manage Ads, setup a Quora Pixel, manage your retargeting audiences, and setup email reports.

Whether you setup an ad campaign or not, I highly suggest that you immediately implement your Pixel, dabble with Audiences and setup a couple curated Email Reports.

Quora has a the familiar menu of retargeting audiences. Standard setup is for Website Traffic.

In the next step, you’ll setup your Quora Pixel to tag visitors. You can pre-segment your Website Traffic to make retargeting a bit easier.

3 Quora Remarketing

If you have a lot of educational content on your site, I would start with that segment. Quora is a common research tool, especially with high-consideration purchases. If you can reach users doing intensive research across platforms, you’ll be less likely to lose them.

Additionally, once you’ve built an audience, you can create a Lookalike Audience.

This feature is huge because you can reasonably expand your reach across Quora to reach someone who you *know* is familiar with your brand.

Remember how I mentioned that Quora is hybrid social / search? This is where that power comes in.

For example, imagine you are recruiting entry-level engineers out of college.

You have the ability to tag visitors to your site, and then reach them throughout Quora whenever they are asking career related questions.

Plus – you’ll get insight into the types of questions that you your audience asks. This feeds back into a successful content strategy based on data that *only* you have access to.

Lastly, if you have permission, you can upload a list of current contacts to rebuild your existing customers within Quora.

It’s a lot of work, but for high consideration campaigns, it’s worthwhile.

Like any & all retargeting strategies – Audiences can be creepy, invasive, and sometimes illegal in the European Union without explicit consent.

Most people either consent or live in jurisdictions that do not require explicit consent. These tools do exist and are worthwhile for many businesses. Retargeting is here to stay. The key is to keep it classy. Time, thoughtfulness, and testing creates the best outcome for advertisers, publishers, and customers.

Email Reporting is straightforward. But I would set the settings you like so that you actually view the reports rather than automatically deleting them.

4 Quora Email Reports

Now you’ll need to set your Quora Pixel, which is the snippet that “fires” on your webpage to track website visitors.

The setup depends on your website, but you’ll need to place it wherever you have your Google Analytics tag.

5 Quora Pixel

Now you can get started on a campaign! Head to Manage Ads and select your objective.

6 Quora Ads Create Campaign

If you select Conversions, you’ll need to select a conversion type to pass to your Quora Pixel. You’ll also have to manually tag any actions (like Add to Cart).

Conversion Tracking is accurate and can be worthwhile. But unless you are running large campaigns, some of this Conversion Tracking might not be worth the effort.

8 Quora Ads Conversions

For my campaigns (and most advertisers), I use the Traffic objective. But I also tag all of my ads so that I can track conversions within my existing Google Analytics setup.

9 Quora Ads Objective

Once you’ve created your Campaign objectives, you’ll need to set up a new Ad Set.

Ad Sets each have their own targeting and bids. After setting up an Ad Set, you’ll write individual Ads for each ad set.

But Ad Sets are where the fun really happens.

You have 4 primary targeting methods. I’ll cover each below. But the short version is that you can do –

  • Topic Targeting – Target content that falls within a category regardless of user interest.
  • Question Targeting – Target specific questions on Quora regardless of topic or user.
  • Audience Targeting – Target your audiences everywhere on Quora (see above).
  • Interest Targeting – Target people who are interested in a topic regardless of content.

After that, you can choose several secondary targeting methods. You can focus your ads by Location or Device. You can also exclude specific questions or audiences (ie, people who have successfully purchased from your site).

10 Quora Ads Targeting

Topic and Question Targeting are my favorite options. They both target based on content not the user.

When you are looking to expand reach or target based on intent – this is the option that you should use. Topic Targeting lets you quickly target a bunch of questions quickly.

The key to Topic Targeting is to provide Quora with a relevant but broad set of keywords. There’s a bit of an art to it, but be sure to play around with different combinations before committing to a set of Topics.

Additionally, make sure you go and manually explore those Topics to vet the questions, the likely audience, and and related Topics that you are missing.

11 Quora Ads Topic Targeting

But if you have time, the best targeting option is Suggested Questions.

With this option, you can advertise with specific ads on specific questions.

From a purely data perspective, this targeting option is the only place to get Weekly Views stats for Quora questions, which can help your content marketing efforts separate from any paid campaigns.

13 Quora Question Ad Suggestions

Interest Targeting targets the user rather than the content that they are looking at. This option is great for casting a wide-net to reach your audience everywhere on Quora.

However, note that you’ll reach them even when they are looking at irrelevant questions. This option is great to layer with other options (like exclude questions). Be careful using it alone though.

12 Quora Ads Interest Targeting

There are also options for targeting an existing audience and also a Broad Topic option.

After selecting your targeting with exclusions and bids set, you’ll need to create your actual ads.

Quora provides lots of space and encourages “content-like” ads. They want complete sentences that are relevant to your targeting. They are not great for hard-sells, but pair *very* well with custom landing pages or educational content.

Be sure to add UTM parameters to your landing page URL to effectively track visits throughout Google Analytics.

 

14 Quora Ad CreationThat’s how you setup Quora ads. But keep in mind that the magic is in customized ads, landing pages, targeting and constantly improving each metric.

That said – how do Quora ads perform “out in the wild”? I’ve run a few campaigns for myself and for clients. Here’s the results of my most recent campaign.

My Experience with Quora Ads

Now – I almost exclusively use Question Targeting for my Quora ads. I also commit to spending probably too much time on research for my small campaigns (although some of that research gets re-used for content campaigns).

The campaign highlighted below was a fairly small content promotion campaign. I had a new piece of content that I wanted to promote without traditional, manual outreach.

I found several questions that aligned with the content. I devoted around $100 to promotion.

Quora Campaign Results

This campaign aligned with the common takeaways from my Quora campaigns.

  • The impressions were high for such a niche topic – and surprisingly consistent day to day.
  • The CTR was uncommonly high for online ads.
  • Conversions were solid.
  • Cost per click was a bit higher than expected, but nowhere near Google Ads territory.

Additionally, I did not have to filter or account for a lot of spam (I’m looking at you, Google Display and Facebook…).

My numbers in Google Analytics lined up perfectly with Quora. Engagement was high and as I’d hoped.

Quora Ads Experiment

All in all, this (and all my campaigns) go back to the same general takeaways for Quora Ads.

  • Quora Ads are hard to roll out “at scale” but are very effective with the right amount of time devoted to set up & research.
  • They are great for high consideration ads and great to reach new, smart audiences.
  • You have to have the right website content to provide good, engaging landing pages.
  • Often small campaigns are worthwhile simply for the data.

In many ways, they remind me of both Pinterest and Reddit Ads. They aren’t for everyone, but certainly a solid opportunity for the right advertisers.

Next Steps

Quora Ads are not for everyone. There’s not a ton of inventory. To do it well, you really need to spend some time on your research and ad setup.

However, in an increasingly crowded and expensive online ad market, the market represents a solid opportunity.

At the very least, you should go set up an account and grab the Quora Pixel to build an audience.

From there, you can reach you existing users on yet another platform. You can expand your reach based on small tests and the time you have to research interests.

If you found this article useful, please link, share or bookmark. Happy advertising!

The post How To Advertise on Quora Effectively appeared first on ShivarWeb.

“”

How To Choose The Best Products to Sell Online

Best Products to Sell Online

You’ve probably landed here on this beautiful wall of text because you’re wanting to start an online store and are wondering, “What are the best products to sell online?”

The short version – it depends 🙂

The long version – keep reading for specific ideas to find the best product for you to sell online.

There are hundreds of articles out there talking about trending products for [insert year here], the best all-time products, rising products, etc., but these resources are typically 100% based on what’s happening now.

So, how do you know what the best products are in general?

Again, spoiler alert: there is no such thing as a best product to sell online!

Sure, there are basic principles to stick to, such as

  • products with a high average order value
  • things that can be drop shipped / don’t require a high-touch in store experience
  • products that can be shipped cheaply and easily, etc.

But with that said, if you look at the brands that are killing it online right now, like Native, Dollar Shave Club, and Tuft & Needle… they break all of those “rules”. Native sells deodorant, Dollar Shave Club built an entire business on super-cheap razors, and Tuft & Needle sells mattresses (a product that typically requires a high-touch in-store experience with high shipping costs).

I’m a firm believer that there’s no such thing as the “best” anything — instead, I operate from “best for your skills, knowledge, resources, and goals”.

So when it comes to starting your online store, the key is to move out of the “best product to sell online” mindset and into the “best product for ME to sell online” mindset. And that’s a product that fits your skill set, knowledge, resources, timeline, and market demand.

There are several approaches to finding the best product to sell online for you… and that’s what I’ll be breaking down in this post.

How to Find the Best Products to Sell Online (For You)

The Product Research Route (Amazon scraping, Adplexity, etc)

Thanks to platforms like Amazon, anyone can sell something online — and luckily for you, there is a giant trove of product data just waiting for you on the Internet.

One way to figure out what to sell is by looking at other products that are performing well and weighing those against your own wants and needs.

The goal here is to collect data on what’s working already, then reverse engineer an ecommerce strategy to sell it.

For example, let’s say you’re looking on Amazon for bestselling dog toys. You could look at niches within dog toys to niche-down into subcategories, look at best-selling products within those subcategories, see top sellers to identify competitors — the opportunities are endless.

Amazon Bestselling Dog Toys

The bonus here is you don’t have to do this manually — and you’re not limited to Amazon’s data. Spy tools like Adplexity and Jungle Scout can aggregate product data across several ecommerce platforms and even show you competitor’s ads so you can reverse engineer a marketing strategy that works.

With that said, keep in mind that everyone has access to this data, which means you won’t be the only one reverse engineering a successful product. What’s really going to set you apart is choosing a successful product that fits your own criteria and knocking your marketing strategy out of the park.

The Persona Research Route

People are constantly searching for things online. Think about your own behavior — where do you go when you’re looking for the “best swimsuits for speed” or “most durable dog toys for puppies”?

As a business owner, you can use this data to figure out what people actually want and give it to them. In marketing, this approach is known as creating a persona (marketing jargon for a description of your ideal customer).

An effective persona defines what your ideal customer actually wants. Who are they? What problems do they have? How can you solve these problems.

Use tools like Facebook Audience Insights, Pinterest, Google Display Planner, Trend Hunter, and basic keyword research (see here) to create 2-4 personas that outline your ideal customers. Be as descriptive as possible by including things like job title, favorite device, pay scale, main frustrations & problems, end goals, what they do in their spare time, etc. Use this detailed guide by Moz to guide you through the process.

Remember that your personas don’t have to be the end all be all. The focus here is to define your initial target market that’s small enough you can effectively reach them but large enough to get some insight on what products will fit their needs (and to get some initial sales and feedback on those products so you can polish what you’re offering).

Nearly every business started this way (think about how Facebook started by targeting college students). Here’s a podcast episode explaining this concept [skip to the ~ 11-minute mark].

The Sell What You Know Route

Perhaps the most self-explanatory method for finding the best product to sell online is selling what you know. What are you good at? Passionate about? Experienced with? Use that experience, channel it into a need, and sell it.

Take Quad Lock, a bike mount designed by a biker who was unsatisfied with the mounts on the market, so he designed one he wanted and sold it. The founder used used his own experience (biking) and pain point (ineffective mounts for his iPhone) to create a product that others love too.

Keep in mind though, it isn’t just about the product. Quad Lock leveraged reviews and Facebook and Google ads to get the right people to the product. You’ll need to have a proper and realistic marketing funnel behind whatever it is you’re selling.

The Build an Audience Route

Traditionally, ecommerce business owners take a “build it and they will come” approach to product development and selling online. This method takes the opposite approach. Instead of creating a product and finding an audience to sell it to, you’ll first build an audience and bring them a product they actually want.

Both approaches have advantages — again, there is no blanket “best” way or “best” product to sell online. Once again, it depends on your goals.

Building your product first and selling it to an audience could bring in revenue faster (as long as you build a product that actually sells). However, you do run a higher risk of creating a product that doesn’t fit the market as well as it might if you were to build an audience first, learn about them, and give them what you want.

The tradeoff here is time vs. money. If you have the time to build out an audience, nurture them, and build a minimally viable product to get feedback on, this route can save you the headache of launching a product that no one wants (see The $100 Startup). However, if you need to generate revenue quickly, this path might not be the best option.

The Rapid Product Testing Route

If you’ve ever donated to a kickstarter campaign, or if you know anything about Tim Ferris and the 4-Hour Work Week, then you know how successful rapid testing a bunch of product ideas can be.

Ferriss did it with different ads, headlines, and even book titles until he found what worked, and you can take the same approach with your own product development. The goal here is to get a ton of data quickly. What are people clicking on? What are they signing up to learn more about? What’s sticking? Once you have that info, keep what works and get rid of what doesn’t.

Again, the tradeoff here is time and/or money. You have to give yourself enough of a runway to actually test and get the data, whether you’re starting a campaign on Kickstarter, offering email and social demos to find that one customer with a new idea, or running multiple Google Adwords campaigns to test which promotions get the most traction.

The Niche / Tailwind Route

Sometimes it’s worth sticking to what’s already working. Similar to reverse engineering products that are performing well and fit your criteria, you can also find a growing niche and/or company and build out products that complement them.

A classic example of this is the cell phone case industry. Before the iPhone blew up, cell phone cases were practically non-existent. But once the iPhone took off, an entire niche industry was born.

This is happening all the time. Think about Peloton — the at home spin bike that’s building an entire submarket that needs attention. There are constantly new opportunities to hop on board with what’s working and complement it with submarket products of your own.

The Supplier / Numbers Route

Keep in mind that you don’t always have to supply a product. Sometimes the best product to sell online could be one that someone else has created. In this scenario, you’d focus on building a killer marketing strategy for the product.

For example, let’s say you have a dentist friend who has a patented a new mouthguard that’s amazing, but he has no idea how to sell it. You could start an ecommerce business with exclusive access to the product at a price that makes sense. He’d be your supplier while you’d focus on getting sales.

Even if you don’t know someone directly who has an amazing product, you could always research suppliers on AliExpress or Alibaba, or connect to people who have great industry contacts in a niche you know well enough to navigate profit margins and create a marketing strategy that gets the products to move.

Alibaba

Either way, you’re removing yourself from the product definition. Instead, you’re looking at suppliers who have already created a killer product and need someone (AKA you) to sell it.

Next Steps / Takeaways

Finding the best products to sell online really has less to do with there being a “best” product and more to do with having a system and approach to finding a product that fits your own needs, skills, and means.

Instead of randomly brainstorming and endlessly searching online for that one big idea, take time to do an inventory of your own needs. Think about your skill set, knowledge, resources, and timeline to launch your product. Then, choose one of the methods above to find the product that best aligns with your defined criteria.

You also want to find the best way to sell – here’s how to choose the best ecommerce platform.

The post How To Choose The Best Products to Sell Online appeared first on ShivarWeb.

“”

How To Advertise on Yelp Effectively

How to Advertise on Yelp Effectively

Word of mouth has always been one of the most powerful tools businesses have at their disposal to increase business. But, since word of mouth is as much a phenomena as it is an actual method for driving sales to your business, it’s always been difficult or impossible to achieve at scale.

As a business that strives to provide exemplary service to your customers, it’s not uncommon for you to develop a loyal following that’s eager to share your business with their friends and family. Unfortunately, this advocacy can only take you as far as that person’s network.

This is where Yelp comes in. In a nutshell, Yelp is like a megaphone for word of mouth. Your business’ page on Yelp provides essential information about your business, including real reviews from your customers.

Now, what people are saying about your business can extend far beyond their network, and everyone viewing your page on Yelp will be able to say what your customers are saying about you.

This can be an exceptionally powerful tool for you to leverage. But, succeeding as an advertiser on Yelp isn’t quite as simple as claiming your business page and paying for ads. Before jumping in, there are several things you’ll need to consider.

Today, we’ll dive into everything you need to know about Yelp, how it relates to your business and the different ways you may be able to use Yelp as a tool to drive new business through your doors.

Over 74 million people use Yelp on their computer each month, with another 70 million accessing Yelp from their mobile site. Yelp also has over 30 million monthly users of their app.

Virtually every business, from restaurants and eateries to mechanics, salons, doctors, dentists, boutiques and more have a page on Yelp.

A businesses Yelp page features basic contact information such as the business’ phone, address, and website as well as user-generated content that includes reviews, photos, and more.

Through organic growth and acquisitions of businesses like Qype and CityVox, Yelp has bolstered their worldwide presence, and it’s become a popular service throughout Europe and Asia, in addition to North America.

According to Yelp, two things make their platform particularly appealing to businesses of all sizes. First, Yelp users are actively engaged in the buying cycle when they visit Yelp. They have already decided on what they need, and are now trying to find the business who can best provide it to them.

People rarely use Yelp to conduct research or learn more about a product or business. Instead, they use Yelp when they’re prepared to make a purchase. So, the people viewing a business’ Yelp page are generally more likely to make a purchase. In fact, 82% of Yelp users use the site or app when they’re intent on making a purchase, and over 89% of them make that purchase within one week.

The other aspect of Yelp that’s so attractive to businesses are the demographics of Yelp users. About 50% of Yelp users have an income greater than $100k per year, and over 75% have at least some college background. Over 70% of users are age 18-54. For most businesses, this represents an ideal customer: they’re young, wealthy, and looking to spend money.

The thing that drives Yelp’s growth, and continues to keep people coming back to the site are the quality reviews of all kinds of businesses. Yelp currently has over 155 million reviews, and that number grows each day.

Whether a Yelp user is looking for a new restaurant to try in their neighborhood, an honest mechanic, or cool things to do on vacation, they turn to Yelp because they trust the reviews to steer them in the right direction.

New York City locksmith, who was able to grow his small locksmithing business from very humble beginnings into a thriving business thanks in part to customers who saw his ads on Yelp.

In general, high ROI businesses like home service professionals, doctors, and dentists offices tend to have the highest potential for success when advertising on Yelp. A single service from one of these businesses could net hundreds or thousands of dollars for the business. So, if Yelp advertising brings even a single new customer each month, they’re already in the black.

While any business may be able to benefit from using Yelp ads, there are some businesses that may be better off avoiding the platform altogether.

customize their ads as part of both the self-service and full-service advertising programs. This new feature allows business owners to select the photo and review snippet that will accompany their ads, instead of leaving it up to Yelp’s algorithms.

recent study suggests that 30% of consumers consider a businesses response to reviews as a key factor in their decision making process. One way to engage is to offer a response to each Yelp review you receive. If it’s a positive review, a simple thank you is more than enough.

For negative reviews, it’s important to offer a thoughtful response without being argumentative. Even if the review comes from a disgruntled customer with an ax to grind, there’s no way you’ll come out on top if you respond angrily or blow off the customer’s issue.

potential to bring you new customers organically as well as through advertising.

Familiarizing yourself with the ins and outs of Yelp and their dedicated community of users is the best way to ensure that Yelp is working for your business, instead of against it.

The post How To Advertise on Yelp Effectively appeared first on ShivarWeb.

“”

How To Advertise On Zillow Effectively

How to Advertise on Zillow Effectively

Zillow is one of the leading real estate websites. It allows owners or agents to list homes for sale or rent. On the other side of things, users can search listings and view approximate property values. These services are free.

You might wonder how Zillow offers so much valuable information at no cost. The company, which is owned by Zillow Group, an organization that also owns Trulia, RealEstate.com, Naked Apartments, hotpads, Out East and StreetEasy, charges for ad sales. Agents, brokers, lenders, property managers, builders or brand advertisers can advertise on Zillow. Here’s how to do it.

What Is Zillow?

Zillow is the chief rental and real estate marketplace. It’s essentially a database that works like a search engine for properties. It provides data on more than 110 million homes in the U.S., including homes that are for sale, for rent and not on the market. The company offers estimated home and rental values as well as other home-related data.

The company runs more than two dozen apps, which let users view properties based on their location. The company has experienced exponential growth in the past several years. Wikipedia reports that in 2011, Zillow had more than 24 million unique visitors per month. As of January 2014, Zillow reports having more than 70 million unique users per month.

Zillow has had a 52 percent year-over-year growth. Its audience has a median household income of more than $76,000, who have an average credit score of 722. In other words, it’s a desirable market for advertisers, especially if their companies are home or real-estate-related.

In fact, an independent study conducted by the WAV group found that Zillow’s click conversion is more than three times better than Google’s. Not only that, two-thirds of the total market share for online real estate is included in Zillow Group websites. In 2017, Investor’s Business Daily said that Zillow was in a position to dominate the internet real estate advertising market.

Some other statistics about Zillow Group’s audience include:

  • Zillow Group’s brands see 160 million visitors per month.
  • Half of all Trulia and Zillow visitors want to buy or sell.
  • Eighty percent of U.S. homes have been viewed on Zillow.
  • Thirty-two million rental visitors use the sites and apps every month.

Property Management, Rental And Brand Advertising With Zillow Group

You don’t have to work in real estate to advertise with Zillow. One of Zillow’s primary strengths is collecting data. Zillow Group identifies people who are actively looking to purchase or rent a home through its mortgage lead form and Home Buyers Guide. The company also tracks renters and identifies what stage in the moving process they’re in.

Why is this important? It can tell you a lot about what else these individuals are ready to purchase. For example, people who are moving into a rental property are 71 percent more likely to purchase an appliance than those who are already living in a home. They’re 22 percent more likely to buy technology.

What’s more, 84 percent of renters use the internet to search for a property. They spend about $2,400 on average for moving expenses.

Home buyers and renters aren’t the only people who use Zillow to make big decisions. Home improvement enthusiasts use Zillow Group’s websites to research options. Plus, 96 percent of people who move make some type of improvement to the property.

If you have a product or service that’s related to moving, home improvement or property maintenance, you can take advantage of this captive audience by advertising on Zillow.

Ad Products For Brands

You can reach these audiences across Zillow Group websites and apps. The ads are formatted to work seamlessly regardless of the platform. Here’s an example of what an ad might look like on a Trulia listing:

There are four places in which your ad product can appear:

  • Native search ads
  • Native property ads
  • Home expenses ads
  • Rich media ads

Search Ads

A search ad will appear as a box next to the property listings in the Zillow search results, like this Rooms to Go promotion.

The word “Sponsored” will appear at the top left, and a call to action to visit the website appears on the top right. You can include a photo, logo, header and subheader in your ad.

Property Ads

As prospective buyers narrow down their searches, they check out the property details, where they can view photos as well as specs for the home. Property ads appear here and look like this Liberty Mutual Insurance ad:

Home Expenses Ads

Advertisers can place themselves in another low-funnel location under the Home Expenses drop-down menu. This is where companies that sell necessary products and services, like internet and homeowner’s insurance, can advertise or offer coupons.

Rich Media Ads

The native search ads offer a rich media feature. Users can click on the ads to watch a video or expand the image. Within the expanded image, you can offer more details, like adding text when you hover over certain products. You can also include your logo and a link to your website or landing page.

Programmatic Ads

Programmatic ads let you promote your business throughout all of Zillow Group’s platforms. This type of advertising allows you to capitalize on Zillow’s audience data while letting the automated media buying technology put you in front of the right people at the best time.

As the advertiser, you create a deal through Triplelift and request a deal ID through the same platform. Then, your ad will automatically be shown to the people who you want to target across Zillow’s sites.

How does Zillow know who to place you in front of? The websites ask visitors to identify themselves. As these individuals browse the Zillow group websites, Zillow knows whether they’re home buyers, homeowners, home renters, home sellers, home improvement enthusiasts or real estate professionals.

Some of the benefits of using a private marketplace, or PMP, include:

  • Freedom to set your own budget
  • Flexibility to adjust bids depending on an ad’s worth to you
  • Control over where your money is going
  • Harnessing the power of Zillow’s data capture
  • Results from native ads, which tend to perform better than banner ads

Lender Advertising

Certain types of lenders can also advertise with Zillow. Zillow offers a Group Mortgages advertising program, in which you can create a lender profile, list yourself in the Lender Directory and receive email alerts when potential clients contact you via your personal profile. Like an agent, you can include customer reviews on your profile.

Creating a lender profile on Zillow is free. To start, click “Join” at the top right of the Zillow.com website.

In the next window, add your email address, and create a password. Select the box to check off “I am a landlord or industry professional.” Under Professional Information, select Mortgage Lender from the drop-down list. Then, click Submit.

On the next page, you’ll be asked to enter your NMLS ID. When you do, your name will automatically populate in the box below. After you submit that, you’ll be able to edit your profile.

The information that is stored here includes:

  • Profile page – Headshot, an About section requiring a minimum of 100 characters, screen name, company name, additional languages spoken, locations in which you’re licensed and sponsored
  • Contact info – Phone number, fax, website
  • Office info – Automatically populated from the NMLS Consumer Access pages

When you advertise, you’ll put yourself in front of thousands of potential customers. Zillow and Trulia give buyers the chance to request that a lender call them at a specific time.

Those contacts are sent to lenders who market through Zillow. You’ll get contacts instantly through the mobile platform, and you can connect with consumers as soon as they reach out to you.

Pricing is based on the number of contacts that you receive or the subscription package that you purchase, depending on the platform. Factors such as loan amount, loan type and credit score will affect the price too. You must deposit a minimum to start out.

To get started with advertising for loan officers, go to the Lender Resource Center advertising page, where you’ll find a phone number to call Zillow directly. The opportunities for lender advertising are limited. You’ll have to speak to a representative to find out if your market is still available.

Co-Marketing On Zillow

Co-marketing lets lenders join Premier Agent partners to get dedicated impressions when the agents advertise on Zillow Group channels. This is a budget saver because lenders and agents can share marketing costs.

To get started, a Premier Agent must invite a lender to share the advertising costs. The agent chooses the dollar amount that they want each lender to contribute. Up to half of a Premier Agent’s marketing costs can be shared by up to five lenders. Most Premier Agents choose to co-market with one or two lenders, though.

Lenders that co-market with Premier Agents may appear on:

  • an agent’s featured listings
  • the agent’s profile
  • the agent’s Premier Agent Website
  • email campaigns sent from Zillow

This program is only available for Premier Agents. If a lender is already working with an agent, he or she can ask that agent to become a Premier Agent and invite the lender to participate in this advertising program. When they participate in this program, lenders cannot refer business to agents or vice-versa if they receive a lead through a Zillow platform.

Premier Agent Advertising

If you do work in real estate, you might consider registering as a Premier Agent. Although there might not be anything as controversial as whether being a Premier Agent can really help increase your income, Zillow’s Premier Agent program accounts for 70 percent of Zillow’s revenue. People who are buying, selling and investing in homes continue to flock to Zillow.

Therefore, many real estate agents pay to become a Premier Agent on Zillow and Trulia.

Zillow allows anyone to list a home for free on the website, but it costs money to be a Premier Agent. Therefore, you might wonder why you would pay to become a Premier Agent.

My Agent

Premier Agents have their names and other information placed next to their listings. If you’re a Premier Agent and you submit a property as a seller’s agent, you’ll be the only agent endorsed on that page. That boosts your chances of getting the full commission for the listing. If you aren’t a Premier Agent, other real estate agents may show up on your listing.

The listing agent always shows up first whether that person is a Premier Agent or not. For example, Tim Carter is the listing agent for the property below. Because he is not a Premier Agent, other agents appear below his name on the webpage.

Those agents have several recent sales and great reviews. Someone searching for a property might be more likely to click on their names than the listing agent’s.

That gives the Premier Agents the chance to secure a million-dollar client, and the original listing agent will have to share the commission if another agent snags the listing.

In this next scenario, Ellen Phipps is a Premier Agent. Therefore, hers is the only name that appears on the listing detail page. There is a clear call-to-action button below her name and contact information, making it easy for someone to contact this agent.

Another reason to become a Premier Agent is to advertise on local listings. This way, even if you don’t have any of your own listings to promote, you can generate leads.

A Premier Agent purchases a particular share of visibility in a particular zip code. If you buy a 50 percent share of voice in zip code 90210, you’ll show up as a buyer’s agent 50 percent of the time for shoppers looking for listings in that zip code.

Shoppers can choose whatever buyer they want. They’ll be more likely to contact you over the others if you have a strong profile, rave reviews and more past sales.

Premier Agents are given the most desirable placement in Zillow and Trulia’s directory of agents. They’ll show up as Featured Agents in the Agent Finder. This does not cost an extra fee.

Premier Agent Concierge

Concierge allows busy real estate teams to maximize their ROI by managing high lead volumes for them. The Concierge team can respond to leads so that you don’t have to. They can transfer the leads to you immediately or set an appointment for you to speak with them.

Concierge works seamlessly with My Agent. As an agent, if you respond to a live Concierge transfer, you’ll show up as the only buyer’s agent for that lead for the next 30 days. If you confirm the connection via the Premier Agent app, you’ll lengthen that time frame.

This means that a buyer who connects with you via Concierge will see you as the buyer’s agent for every listing in your zip code(s) that they view. This is only relevant for buyers who submit the leads through Zillow or Trulia and are transferred live via Concierge.

Your client can decline or terminate the connection at any time.

You can get started with Premier Agent Concierge by working with a Zillow business consultant.

Premier Agent Direct

One of the benefits of being a Premier Agent is having the capability to advertise on Zillow Group websites.

Premier Agent Direct combines the data and targeting abilities of Facebook and Zillow Group. When you sign up for this feature, you’ll be able to create ads on Zillow search results pages, such as the sponsored ad that we showed you when discussing the brand advertisers. These may be video, profile or branded listing advertisements.

You’ll also get to create customized Facebook ads that target the same audience as the Zillow ads. This captures active home shoppers as they scroll through Facebook. Your Facebook ads can show featured listings, completed sales or photos from your Zillow profile.

It doesn’t take any extra work to set up a Facebook ad from your Zillow information using Premier Agent Direct. Buyers who click on your ad will end up at a branded landing page.

Creating ads using Premier Agent Direct is different than simply advertising on Facebook on your own. First of all, when you sign up for Premier Agent Direct, you get a professionally shot video to include in your profile, ads or emails. Perhaps more importantly, Premier Agent Direct chooses your target audience based on Zillow’s buyer data, which can keep you in front of the most relevant leads.

Seller Boost

Seller Boost connects Premier Agents with seller leads. When someone goes to sell a home, they often start by checking the estimated value of the property on Zillow or Trulia. When they do, they have the option of claiming their home to receive a more accurate Zestimate.

At this time, Zillow captures their information and ensures that they’re an interested seller. The platform then presents the individual with lead capture forms that urge them to consult with a Premier Agent.

Seller Boost is an add-on to Premier Agent advertisers. Any Agents that have opted for this will receive leads from the program.

Free Websites

Premier Agents can get free websites created through Zillow. These websites can be completely customized through a user-friendly editor and have a custom URL.

Some of the advantages of setting up a Premier Agent Website through Zillow include:

  • Integrated MLS
  • Free designs
  • Customizable and easy-to-use editor
  • Mobile-friendly
  • Fast setup

*Editors note – I (Nate) have personally never used the platform. Like any website builder, there will be upside and downsides.

How Much Does Premier Agent Cost?

The cost of Premier Agent depends on the number and quality of zip codes in which you appear as well as the number of impressions that your advertisement gets.

Zip Codes

When you become a Premier Agent, you purchase a predetermined number of online impressions up front. When you do this, you choose the zip codes in which you want to appear.

This isn’t as straightforward as you might think. Some zip codes have a waiting list. These are usually the more desirable zip codes with higher-priced properties. For example, a zip code with a median home price of 2 million dollars will be more expensive to advertise in than one with homes that cost $150,000.

Agent competition affects the price of advertising too. When a large number of agents wants to advertise in a particular zip code, that zip code becomes more expensive.

That doesn’t necessarily mean that the higher-priced zip codes are the best ones to advertise in, though. If so many agents are advertising in a particular area that your voice would be limited, you might consider paying less to advertise in a nearby zip code.

Consider this example: You have a client that’s looking for a property in the most expensive zip code Brooklyn. While that area may be their first choice, they may be willing to look at homes in the neighboring zip codes, even if prices are a little lower there. What’s great for you is that they’ll probably seek out the highest priced homes in those areas. If you advertise in the zip codes that border the more expensive ones, you’ll still tend to close high-priced sales, but you’ll pay less to advertise in them.

To view the pricing at the zip code level, follow the steps below:

1. Log into your Premier Agent account.

2. Click on My Ads.

3. You can view and compare zip codes here by clicking on zip codes on the map or using the Add New ZIPs search.

Impressions

You pay for your advertising based on the number of impressions that each advertisement gets. The cost per impression changes for each zip code. The cost is calculated as a cost per 1,000 impressions, or CPM. For example, if Zillow charges $0.05, that’s the equivalent of $50 CPM.

How To Calculate Your ROI

Let’s say you pay for 4,800 impressions per month at a cost of $0.16 per impression. You’ll end up paying $300 a month. If it takes 500 impressions for one person to click and become a lead, you should get about 9 to 10 leads per month.

Divide the total amount that you pay per month by the number of leads that your advertising generates to get the price that you pay per lead. In this scenario, $300/10=$30. You pay $30 per lead.

At that point, it’s up to you to convert a lead into a purchase. If you have selected the most expensive zip code in which to advertise, but you don’t know much about the homes there, you won’t be able to provide the best service to your clients. Some people recommend choosing your own zip code, where you can provide local market knowledge and serve your clients well. You’ll position yourself to get more leads and pay less for each one.

After you have advertised and analyzed your metrics, you can calculate your ROI. Your ROI is your gross income from those sales divided by your total Zillow spend.

One of the perks of advertising on Zillow is that you can roll those sales into reviews and listing histories. When potential clients see that you’re successful, they’ll be more likely to click on your ad in the future. The more leads and sales that you get, the more leads and sales you end up generating in the future.

How To Generate Leads For Free Using Zillow

You don’t have to pay for a Premier Agent account to take advantage of Zillow’s lead-generating opportunities. Creating a free agent account gives you a chance to showcase your listings and stand out with a comprehensive profile.

To create a free account, go to Zillow’s Premier Agent page, and click Sign Up Now.

Enter your information to create a free profile.

You don’t have to be a real estate agent to create a profile here. Select from one of the following professions from the drop-down menu:

  • Real estate agent/broker
  • Mortgage lender
  • Home improvement services
  • Property management & other real estate
  • Landlord
  • Photographer
  • Home builder
  • Home inspector
  • Property manager
  • Real estate marketplace investor
  • Other real estate professional

After you fill out this form, you can do one of the following:

Optimize Your Profile

Many agents create free accounts on Zillow without completing their profiles. At minimum, your profile should include a photo, your license number and other information. However, you’re competing with many other real estate professionals.

Your profile will stand out more, and you’ll have a better chance of creating a connection with your leads, if you include a video. The leads from your profile are do-follow leads. Therefore, adding links to your website will boost engagement and enhance your site’s SEO. Don’t forget to add links to your social media profiles too.

Zillow makes it easy to do this by tracking how complete your profile is. Aim to reach 100% if you want to maximize your profile.

Add Sold Listings

While it’s vital to have beautiful, comprehensive and descriptive listings of the current properties that you’re selling, it’s important to show the homes that you’ve sold in the past. Buyers want to know that you’re able to make good on your promises. The best way to demonstrate that is by showing a strong history.

Get Great Reviews

If you were about to choose whether to work with an agent that has 30 five-star reviews or no reviews at all, which would you be more likely to click on? Most people would choose the agent with more reviews. It’s crucial to have reviews on your Zillow profile.

One way to get the reviews that you need is to ask your best clients. Chances are, you have worked with some people who had wonderful experiences and connected with you on a personal level. Those people would probably love to share their home-buying experiences.

All you have to do is ask. Whether or not you close a deal with a client, you should ask them if they would be willing to leave you a review on Zillow. You can do this easily by sending them an email with the request and a link to your Zillow profile page.

They can leave a review by clicking on the Review section of the profile. They must be logged in or leave a valid email address and phone number in order to do this. That’s because Zillow authenticates the reviews to make sure that they were left by legitimate customers.

Don’t Hesitate

There are so many real estate agents using Zillow that clients are likely to contact more than one agent during their home search. You should reach out to potential leads immediately in order to have the best opportunity to connect with them. You can do this using the Concierge service.

You can also use the Premier Agent app to set up an auto-responder. You need to be able to respond to leads from wherever you are. If you use a third-party customer relationship manager, make sure that you can access it from a mobile device so that you don’t waste any time.

Sending a personal message as soon as possible is also a good practice to get into. This lets potential clients know that you’re interested in working with them and have attention to detail. Customize these messages by referring to something specific about the property that they’re interested in. You can even let them in on some similar listings.

Asking questions in these personal emails encourages the client to respond. Creating a real connection is one of the best ways to secure new clients.

Zillow Agent Toolkit

Zillow offers plenty of free resources for those in the home and property markets. Its Agent Toolkit includes scripts, templates and handouts that can help you run your business.

The toolkit also contains free courses, webinars and trainings on subjects such as:

  • Growing your brand
  • Converting online leads
  • Using Premier Agent

Take advantage of this free wealth of knowledge to learn as much as you can about positioning yourself as visibly as possible on Zillow Group’s sites.

Zillow offers coaches and Business Consultants to work with you if you’re ready to advertise. The best way to learn more about advertising with Zillow is to contact Zillow directly.

Next Steps

Zillow represents a solid opportunity for anyone looking to reach homebuyers. Your specific strategy will be different depending on your business, but Zillow’s sheer scale and reach are make it worthwhile to explore the platform.

The post How To Advertise On Zillow Effectively appeared first on ShivarWeb.

“”

How To Advertise on Groupon Effectively

How To Advertise on Groupon

The odds are that if you’ve been scouring the web for a deal, you’ve come across Groupon. In recent years, Groupon has become a touchstone for people who are looking for great deals on quality services, products, and more. And advertising your business on Groupon can put you in the millions of people who use the platform each day.

I believe that Groupon is one of the least utilized advertising platforms around. Using this e-commerce platform means that you won’t have to compete as much with competitors for advertising real estate. Utilizing the platform efficient can help attract repeat customers, increase brand recognition, and make more profit along the way.

So, save some paper and embrace the era of digital couponing we’re all living through right now. Here’s how you can advertise your business or brand on Groupon.

between 18- and 44-years-old. Men and women appear to use the platform in similar numbers, meaning that businesses can expect advertisement and deals that are inclusive to all genders to do best.

Using Groupon couldn’t be easier: both merchants and customers create profiles geared toward their interests or businesses and can choose to shop or advertise throughout the e-commerce platform. The ease of use and access to Groupon has only helped the commerce company not only grow in popularity but made it a viable place for other business to market their products, services, etc..

By leveraging Groupon’s broad demographic appeal, you can establish a strong presence on the platform that directly affects your bottom lines.

www.groupon.com/login, a login page will pop up that will request the following criteria:

  • Your legal first and last name
  • Your business or personal email address
  • Your desired Password
  • Choose whether or not you want to receive email newsletters from Groupon
  • Choose whether or not you want the device you’re on to remember your inputs

After signing up, you’ll have the ability to do deep dives in local, national, or international markets. It’s worth noting that more than 70 percent of all Groupon sales remain bought by locals seeking deals on products and services in their neighborhoods.

Groupon Merchant Blog, which we’ll get into later, has many accounts of restaurants experiencing more traffic from using Groupon. From offering one-time deals on certain dishes to revolving discounted specials, Groupon can help grow your business traffic.

One of the more exciting perks of your restaurant being a Groupon Merchant is that you can offer Loyalty Rewards programs. Much like in other iterations, these loyalty programs can help attract long-time customers and bring attention to your eatery.

There needs to be a reason for your customers to want a loyalty program through Groupon. Consider offering deals and incentives to customers to sign up for loyalty rewards to receive. Recently, The National Restaurant News found that people who have a Loyalty Program to a specific restaurant will spend almost 40 percent more (on average) when they’re closer to receiving an award.

Even if you don’t choose to start a Loyalty Program for your restaurant, you can continue to offer deals. Research shows that people are many times more likely to spend more on a more expensive meal if they believe they’re getting it cheaper than usual.

Advertising on Groupon for your restaurant is a win-win: Your bottom lines and customer traffic grow, and your eaters leave having saved on a good meal.

How to Advertise on Groupon for Health and Beauty

Nail and hair salons, spas, massage companies, and more health and beauty businesses can all benefit by leveraging Groupon to expand their outreach. Research shows that even during times of recession, Americans tend to continue to spend the same on health and beauty products and services. But Groupon can do more than help you get more clients.

Groupon allows Groupon Merchants to streamline appointments by simplifying the booking process. Using “Groupon Appointments,” you can allow customers to request appointments after they purchase a ticket, voucher, or digital reservation card for your business. Your “Groupon Calendar” will immediately be updated to accommodate the customer, and that specific time will be unable to be booked that day. This streamlined process also eliminates the risk of double booking from happening.

Also, you can help boost traffic for our other online health and beauty services by cross-linking to your “Groupon Page.” You’ll have the option to link to your main business website through both your Groupon Page and advertisement, itself. By creating easy access to your main website, you can introduce new and old customers to services that are available, but not through Groupon.

How To Advertise on Groupon Effectively appeared first on ShivarWeb.

“”

How To Advertise on Snapchat Effectively

How to Advertise on Snapchat Effectively

The digital marketing landscape is evolving quicker than ever before. While print and more traditional mediums still have their place, those who want to take their platforms need to the next level need to embrace the new digital landscape. And no platforms are more influential to your business than the social media, including Snapchat.

Facebook, Linkedin, and Twitter are common social media vehicles to advertise. However, because Snapchat is so new, many businesses don’t know how to or don’t want to, leverage the platform to their advantage. And I think that’s a great mistake on their end.

By explicitly targeting specific demographics and meaningfully engaging with them, Snapchat offers a variety of tangible benefits to growing your business.

Scroll through to learn more about Snapchat itself and how to advertise on Snapchat, one of the most popular social media networks in the world.

Snapchat is now part of the larger Snap Inc.. In addition to their primary product, Snapchat, Snap Inc. will expand its influence in the social media space. Their flagship product, Spectacles, a pair of “smart glasses” that syncs with the user’s Snapchat account and records videos as they go about their business.

One of the core principles of Snapchat is that media recorded, the pictures and messages, are just available temporarily before they need user input. Snapchat was once only meant for peer-to-peer photo sharing through such platforms as “Stories,” but has now introduced “Discover.” The latterly mentioned platform allows brands and media outlets to run ad-supported content through short-form entertainment.

As of this February, Snapchat has around 190 million daily active users who use the platform. Snap Inc., which continues to own and operate Snapchat and is now a public company, is worth an estimated $20 billion. And there’s a good chance the company could exceed $30 billion in worth by 2020.

profitable space to advertise businesses on to see tangible results.

Since going public, Snap Inc. is keen on growing their demographic appeal. This recent choice to go public is promising to those who want to advertise on the platform. It also means those companies can broaden the product and services they push on Snapchat.

“They are eventually going to tap out of these younger age groups and will have to court older demographic groups,” said eMarketer principal analyst Catherine Boyle to Forbes in response to Snapchat’s demographic appeal. “They may not need Facebook-level penetration across every age group, but growth will happen among an older user base.”

Snapchat also is widely aware that their interface isn’t the easiest to use for those who are new to social media.

“The onboarding experience is difficult,” chief strategist of Kuuhubb Tero Kuittinen said of Snapchat’s account sign up to Forbes. “It’s not easy to learn how to use it. If you’re 18, it’s not a big stretch, but if you’re 45, it’s tough to figure out.”

Snapchat is already making stride to making the platform more comfortable to use to those who aren’t social media savvy. And when these older demographics do eventually become more prominent on the platform, Snapchat will gain more traction as a place to not only get news but see new products and consume media.

“Older groups are now more likely to tune in [to Snapchat] for content,” eMarketer analyst Jamie Chung said in an email to Forbes. “The platform has multiple partnerships with television networks for mini-episodes. Meanwhile, the younger groups are less likely to add Snapchat when Instagram Stories can fulfill their broadcasting needs.”

By leveraging Snapchat now, you can get ahead of the crowd and establish a strong presence on the platform.

within the first 15 second of seeing it. Those brands who can capitalize on early engagement will be far more successful than those who need “build up.”

Long-form Video Ads also lend themselves to a higher amount of creativity than most of the platform’s other ad services. Because creators have such a long time to craft an image, a business can introduce storytelling aspects into these ads. Research has shown that brands who can create themes and stories within their ethos have greater longevity and increased product sales.

In the end, Long Form Video ads aren’t for business who aren’t media-focused. But for those who are, there’s no better ad service on Snapchat to convey a story, theme, or concept than by running a well-made Long Form Video ad.

News’ on Snapchat’s main website to do just that.

The blog also regularly highlights general market trends, news, and practices that Snapchat business are using to help grown their efforts.

Snapchat is continuing to grow quarter after quarter. It’s presence and importance is only increasing as it stocks share.

I recommend using Snapchat as a vehicle to tell stories through ads. Unlike its contemporaries like Facebook and Twitter, Snapchat lets you engage with your audience in profound, meaningful ways. You can share your brand with narratives and creative designs, rather than just with clickbait copy.

In the coming years, storytelling will become one of the most potent marketing tools. Snapchat and it’s creative ads do just that: tell stories in pleasing ways that can draw an audience from near and far to your business, brand, etc.. Snap away, tell stories, and reap the benefits from being an engaged, creative “Snapchatter.”

 

 

The post How To Advertise on Snapchat Effectively appeared first on ShivarWeb.

“”

How to Advertise on Pandora Effectively

How to Advertise on Pandora Effectively

For much of the 20th century, radio was a dominant advertising platform. Every operation from the nation’s largest companies to small and mid-sized local businesses allocated much of their advertising budgets towards advertising on the radio each year.

Radio has always provided effective opportunities to build a brand or drive awareness about a product or service. Compared to print or television ads, they’re also more affordable.

Plus, radio remains the only advertising medium that’s inherently portable. Through radio, you can reach people at home, and while they’re away. Other avenues, such as print, digital, or television, require that the user is paying attention, either to a screen or what’s on a page.

Of course, radio ads weren’t without their flaws. They were expensive, they were virtually impossible to track or determine an ROI on, and people would often switch stations to avoid hearing ads in the first place.

As new advertising products become available, traditional radio advertising grows continually less popular. For many businesses, radio advertising isn’t a strong fit for their advertising needs anymore.

While the popularity of traditional radio has declined, a new way to listen to the radio has breathed new life into the industry and restored radio’s usefulness as an advertising medium.

Internet radio solves many of the problems that were inherent in traditional radio advertising. It’s affordable, it’s highly targeted, and it’s easier to track, and it may make a useful addition to your advertising portfolio. Of the internet radio providers, Pandora is by far the largest, and most compelling for advertisers of all sizes.

Whether you’re a national brand, a mid-sized company, or a local business that’s looking to reach a specific type of customer in your area, Pandora has ad products that are geared to your needs and may work well for your business.

This raises the question of how to advertise on Pandora. Today, we’ll cover the ins and outs of how you can advertise on this popular platform, and the different products Pandora offers.

two years without pay to work towards their goal of launching Pandora.

Pandora launched officially in 2004, originally as a paid service. The company continued to iterate to find it’s fit in the market, and they quickly shed the paid model in favor of an advertising-based model, which is how we know Pandora today.

In 2011, Pandora became a publicly traded company and cemented its status as the undisputed leader in internet radio. Today, they employ over 2,000 people throughout 26 offices and have revenue of well over a billion dollars per year. With over 81 million active users each month, Pandora has also become a compelling place for advertisers both large and small.

22 times on their commute to work. The main reason for all that switching, of course, is commercial breaks. Other contributing factors include an obnoxious radio DJ or a string of songs that the listener just isn’t connecting with.

Meanwhile, Pandora’s advertising model is completely different. Instead of sandwiching large blocks of ads together, Pandora users hear just a few ads per hour. Plus, unlike traditional radio, there’s no way to change the station to escape the ad.

Combine that with the fact that Pandora stations are personalized to the listener’s taste, and there’s no DJ to get in between the listener and the music, and you create a climate where listeners are far more receptive to the advertising they’re hearing.

This ad unit replaces the 300×250 album art window with your display ad. Users who are interested in engaging with your ad can click the ad to open up your full-screen landing page. These units are also a good way to drive product or brand awareness.

To dismiss the ad, the user can either swipe the ad off the screen or tap the mini player at the bottom of the page. This helps reduce the number of misclicks on the ad, which leads to truer engagement statistics when you’re tracking the success of your campaign.

Responsive mobile ads provide similar functionality to their non-responsive counterparts. However, they provide room for interaction between the user and the ad, which non-responsive ads do not.

The example above from Express provides a completely different experience when the ad is opened to full screen, and there are different points of interaction the user can have with the ad before they dismiss it. These types of ads allow one click to an external landing page. So, they can serve your advertising goals beyond just product or brand awareness.

The photo above shows the display components of audio advertising. In addition to the :15 or :30 audio spots, display ads take the place of album artwork, and there are also secondary display ads available in certain formats, such as on a desktop computer.

The display component is available across most formats. However, they are not available on all of them. In connected cars, there’s no album art tile or banner ad. With connected home products, there’s no album art tile displayed.

The display advertising that’s inherent with audio ads is one feature that completely differentiates Pandora audio ads from terrestrial radio advertising. Users who are particularly engaged with the ad they’re hearing can seamlessly click the display ad on their screen to learn more about the product or service.

Depending on the needs of the advertiser, audio ads can be restricted to certain formats, or broadcast throughout all available formats.

The photo above shows how all of the different Pandora video ad products are displayed, including their new muted mobile video product.

here.

pilot program for their audio ads that will allow advertisers to bid on ad space in real time.

Until that marketplace is rolled out for all of Pandora’s advertisers, you should always press your account rep to try and secure the best possible price on advertising.

expand upon the data you have available by creating unique landing pages and tracking them through Google Analytics.

Create a unique landing page for your Pandora ads, add a Google Analytics tag, and you’ll be able to track the success of your campaigns with much greater detail, while also gathering even more demographic information about the user who clicked your ad.

Another way to supercharge your landing page is to provide a special offer or coupon in exchange for the users’ opt-in on email marketing. That way, you’ll be able to continue to reach engaged users from your Pandora campaigns, without ever having to pay to reach them again.

local business looking to drive awareness about your store, products, or an sale you’re having, a ecommerce brand looking to reinforce your position in the market, or somewhere in between, Pandora’s suite of ad products has something for everyone.

Thanks to robust targeting ability, a strong listener base that’s about as large as ¼ of the entire United States population, and tracking and reporting that greatly exceeds what terrestrial radio has been able to deliver to advertisers, Pandora is certainly a platform to consider when planning your advertising budget.

If you’re wondering how to advertise on Pandora, the next step for you is to contact them here. An account rep with Pandora will contact you so you can discuss the different options that are available for your business and create a plan around your advertising goals.

The post How to Advertise on Pandora Effectively appeared first on ShivarWeb.

“”

How To Advertise On Pinterest Effectively

How to Advertise on Pinterest Effectively

Pinterest was launched in 2010 and has grown to at least 200 monthly active users in 2017. The social sharing platform is designed to help people discover information on the internet. Therefore, just creating an account on Pinterest can draw viewers to your brand.

Pinning content from your own website puts it in front of a new audience. Even pinning other people’s content can draw followers to your Pinterest account. You can get more data from your account. Optimizing the SEO of your Pinterest boards can boost their organic search rankings in Google. All of these strategies are free.

The platform began experimenting with monetizing certain pins in 2014, initiating an effective way for companies to advertise. Nowadays, advertisers can create Promoted Pins, which show up alongside all of the other pins on the page. In this image, you can see that the pin that says “Get 500% more traffic” indicates that it’s promoted by Pinterest in the description below it:

In this case, Pinterest is using its platform to advertise tips for businesses. It’s always encouraging to see a company using its own advertising services. That’s one way to know that the system works.

What Is Pinterest?

First, let’s discuss Pinterest and how it works. Some people say that Pinterest is a social network. Others refer to it as a search engine. Through Pinterest, you create a profile and then “pin” visual content onto different “boards.”

It’s like a collection of virtual bulletin boards. Instead of cutting out paper images from magazines, though, you save images that you find on the internet. You can write a description or include a link with those images so that you can refer back to the website from which they came.

You can create several boards and label them however you’d like. Most people set up boards for different categories. For example, you might have boards that are labeled:

  • Home décor
  • Fun summer activities
  • Dessert recipes
  • Knitting and crochet
  • Boho style

If you’re looking for inspiration for a project, a shopping venture or content that falls in line with your interests, you can search for it on Pinterest. Your search results appear as visual pins with short descriptions underneath them. This is what came up when we searched for “watercolor tutorials”:

To find out more about each search result, you can click on it. From here, you can see the full description, the URL from which the image came, when it was published and any comments that other users have left.

Here’s where things get social. You can leave a comment or ask a question. You can also follow the original poster’s account. Therefore, simply pinning items that interest you can drive traffic back to your Pinterest page and potentially to your website.

Emarketer says that there are 2 billion monthly searches on Pinterest. The platform drives about 5 percent of referral traffic to websites.

When you log onto Pinterest, you’ll see your feed, which shows the pins that the platform thinks that you’ll be interested in. You might see pins from people you follow or a combination of content that you might care about, based on other items that you’ve pinned.

However, Pinterest prefers to show content from trusted sources in users’ feeds. Therefore, if you’re using Pinterest for your business without advertising, you need to make sure that you pin high-quality content and that your pins are receiving engagement in the form of click-throughs, saves and comments.

Why Pinterest Advertising Works

While Facebook is the largest social media platform, Pinterest is competitive with Instagram, LinkedIn, Reddit, and Twitter, according to Pew Research. Twenty-six percent of all American adults use Pinterest, and most of them are women. Pinterest reports that 40 percent of people who actively pin have a household income of at least $100K. If you sell products targeted toward women who want to shop, you’re in the right place.

Here are some other statistics about Pinterest users and their purchasing power:

  • Millenials use Pinterest as much as Instagram.
  • People who use Pinterest are ready to make a purchase.
  • 93% of active pinners use the platform to plan future purchases.
  • 73% of pinners say that brand content makes the platform more useful.
  • 61% of pinners have bought something after viewing a promoted pin.
  • 75% of saved pins are initiated by businesses.
  • People who use Pinterest spend 29% more on retail than non-users.

People search the platform for information that they can use to fuel upcoming purchases for things like home renovations, weddings, parties, vacations or having a baby. This is the place where people are looking for new information, ideas and brands. If you can provide these new ideas, you can make connections with a new audience.

Pinterest advertising looks natural. It fits into place with the other pins in your feed, and it doesn’t detract from or interrupt the user experience. Promoting your pins puts you in front of a receptive audience who is looking for products and ideas that will help them make their next move.

Types Of Pinterest Advertising

There are several types of Pinterest ads, including:

  • Promoted pins
  • Promoted video pins
  • One-tap pins
  • Promoted app pins
  • Cinematic pins

Promoted pins look just like a regular pin, except that they have the word “Promoted” at the bottom of the pin. Businesses pay Pinterest to give these priority over non-promoted pins. Once someone saves your promoted pin, it’s considered an organic find, and that person will no longer see the word “Promoted.” Other people who follow these pinners may find and save these pins, bringing you added traffic for free.

If your promoted pin contains a video, it will appear in search results, news feeds and a “More Like This” section that comes up below a clicked pin and shows similar content. The video will play automatically.

One-tap pins bypass the close-up image and “more details” page that normally shows up when you click on a pin in your feed. When a user clicks on these ads, they go straight to a landing page that you designate. You might think that this is a great way to get your audience in your lap, but some users are surprised by the change in the normal process and click off of your website quickly to get back to Pinterest.

If you are promoting an app, you can use a promoted app ad to get people to install it. The ad will include an app icon and install button so that users don’t have to leave Pinterest to sign up for your app.

Cinematic pins contain animation that moves when a user scrolls. This captures users’ attention and makes them feel like they’re in control without missing the end of the video.

5 Things To Do Before Advertising On Pinterest

Paying to promote pins can be an effective marketing strategy. However, there are a few steps that you should take before you set up your first advertisement on Pinterest.

1. Register For A Business Account

If you haven’t used Pinterest before, you’ll need to create a new account. It’s free to set up, and it takes less than a minute. Start by going to Pinterest’s Business Account page and clicking “Sign Up.”

Enter your email address, password and business name, select your business category from the drop-down menu and click “Create account.”

Follow the next steps, which are self-explanatory. These include selecting your language and country, adding your website URL and picking at least five categories in which you’re interested.

If you already have a Pinterest account, log in and click on Settings. It will say “Business Account Basics” on the top left if it’s a business account. If it’s a personal account, you can convert it to a business account by going to this link.

2. Claim Your Website

When you set up your business account, you should have added your business website URL to your profile. If you didn’t do that yet, go to your settings by clicking on the profile image on the top right when you’re logged into your account. Scroll down until you see the “Claim Website” section.

After you claim your website, you can utilize features such as:

  • Website analytics – Track traffic to pins from your site.
  • Featured logo – Add your profile picture to any content that’s pinned from your site.
  • Early access to tools – Be the first to hear about new business tools that Pinterest rolls out.

To claim your website, you’ll need to either add a bit of code to the <head> section of your website’s index.html file or download a file from Pinterest and upload it to your site’s root directory. After you do that, you can submit your website to Pinterest for review.

3. Install A Conversion Tag

You can add another Pinterest code to every page that you want to track on your website. The code is the same for every page, but you can use it to retarget people who have visited specific pages on your website.

To do this, click on “Ads” on the top left of your account, and then select “Conversion Tracking.”

Choose “Generate Pinterest Tag.” You’ll get code that you can insert between the <head> and </head> elements in the HTML of every page on your website for which you want to track visitors.

4. Upload Your List

If you have amassed a list for your newsletter, you can upload it to Pinterest so that you can target the same users with your Pinterest ads**. Just create a .csv file with the email addresses that you’ve collected over the years. Log into your Pinterest account.

**If you go this route – you need to have your audience’s consent. If you are in the EU, because it’s the law. If you are outside the EU, because you need to be cool, not creepy.

Click on Ads > Audiences.

Then, click on “Create Audience.” Choose “A list of customers that you upload” from the window that appears. Name your audience, and include the date so that you can update it a few months from now.

Pinterest will match up the email addresses from your list with those of its users so that you can show ads to the same people. In the future, you can also create “an actalike audience that behaves similarly to the one you already have.” This will choose people with similar demographics and interests as the people on your email list.

5. Pin Some Content

You can’t promote a pin unless you’ve pinned it publicly. Therefore, if you have created a new Pinterest account in hopes of setting up some ads, you should take some time to create boards and pin content for free before you put money into it.

Make sure that all of your pins contain high-quality images. The visuals are going to grab people’s attention before anything else. Therefore, they need to be top-notch.

Vertical Pins

Pinterest displays images vertically. Therefore, you need to use the correct aspect ratio to get the most out of your pins’ appearance. For years, Pinterest has claimed that a 2:3 aspect ratio is ideal. However, some pinners said that posts with these dimensions didn’t perform well. Some people even created extra-long posts to capture people’s attention.

As of June 2018, however, Pinterest said that those “giraffe pins” may be cropped and won’t show up as frequently in people’s feeds. The ideal aspect ratio is 600 pixels wide by 900 pixels high (720 x 1080 works well too). Square images look good, and they are easy to import from Instagram.

An aspect ratio of 600 x 1260 (with 1260 being the height in pixels) won’t be cropped. Anything taller will.

If you’re creating long giraffe pins, make sure that they add value. Infographics and step-by-step tutorials are ideal for these space-hogging pins.

Rich Pins

Creating Rich Pins can help people learn more about your products. Rich pins contain additional information, including:

  • App – Takes viewers to the app store for download
  • Article – Includes a headline, author and story description
  • Product – Includes pricing, availability and purchase location
  • Recipe – Includes title, ingredients, cooking times, serving information and ratings

By adding the metadata directly to the pin, brands can increase engagement. Picture a recipe that contains a gorgeous picture of the food that you’re eating with the recipe itself below it. The pins pull from the metadata on your website.

Creating Rich Pins is a two-step process. First, you must add metadata to the articles, products and recipes on your site. If you have a WordPress site, you can do this easily with a plugin like Yoast. Then, you need to verify your Rich Pins with Pinterest. Once you validate one URL with a Rich Pin on your site, you’re all set. You don’t need to validate all of the URLs with Rich Pins.

Buyable Pins

Pinterest rolled out Buyable Pins in 2015 to make it easier for its audience to shop directly from a pin. These pins list the price in blue and contain a Buy It button so that people can make a purchase right from the app. When someone clicks Buy It, they go directly to the checkout, where they can pay with a credit card or Apple Pay.

If you’re a retailer or sell your own products, you’ll need to have a Shopify store that’s linked with the Pinterest sales channel to take advantage of Buyable Pins. As long as you point a pin’s URL to the product detail page on your Shopify store, it will activate as shoppable.

Pinterest automatically matches your product feed with your pins and generates Buyable Pins for any products that you have already pinned. For any other product, you should create pins from scratch. These can include additional images so that more people can discover your products.

Buyable Pins are similar to Rich Pins in that they display additional information. Rich Pins, however, don’t send you to the checkout when you click on them.

How To Set Up A Pinterest Ad

If you’ve decided to spend money on advertising, you might wonder how to advertise on Pinterest. This is a step-by-step tutorial that teaches you how to do it.

1. Create The Ad

When you’re ready to start advertising, click on the + sign that appears toward the top right, and then select “Create Ad.”

This brings you to your Ads Manager, where you can create your campaign.

2. Set Your Goals

You’ll begin by selecting your campaign objective.

Then, you’ll enter your campaign details. You’ll have to come up with a name for your campaign if it’s new, or you can select an existing campaign from the drop-down menu. You’ll also designate your daily and lifetime budget for the campaign here.

Then, decide on your campaign placement, which includes whether you want to make your ads one-tap. This feature can’t be edited once your campaign starts running.

If you’re creating an app install ad, you will have the option to select whether to optimize the campaign for completed installs or visits to the app download page. Both are charged on a cost-per-click basis. Pinterest also has direct integrations with mobile measurement partners, or MMPs, which help you track the install performance.

Finally, click “Create campaign and continue.”

3. Set Up An Ad Group

An ad group is a set of promoted pins that fall under the same campaign. You can have multiple ad groups for one campaign, which means that you will have a separate budget for your ad groups than you do for the campaign as a whole.

Understanding Ad Groups

Each ad group can have multiple promoted pins within it. You can assign different budgets and targets to each ad group, though. Therefore, you can use ad groups to set up unique budgets for different marketing areas, such as regions, demographics or products. You can also use ad groups to test the design, placement and objectives of your advertisements without building separate campaigns.

For example, you could create separate ad groups with maximum daily budgets to target:

  • Your email list
  • People who have visited related pages on your website
  • Actalike audiences

To keep everything straight, you should name your ad group based on its organizational structure, such as who you’re targeting or what promoted pins are showing up within that group.

4. Create A Target Audience

On the ad group page, you’ll be asked to create a target audience. This helps you get your ads in front of the right people. You can target viewers based on the following criteria:

You’ll need to give this audience a name and description. If you choose to retarget people who have visited your website, you’ll have to create a Pinterest tag to track them. If you choose to target individuals from an email list, you’ll be asked to upload the list.

You’ll be able to further clarify your audience by interests, such as boards and pins that they’ve interacted with in the past, keywords, languages, locations, devices and genders.

5. Create Your Maximum CPC Bid

On the page where you create your ad group, you’ll be asked to set a maximum CPC bid. This is the maximum amount that you want to pay per audience action, whether that’s impressions, clicks, engagement or app download. You won’t be charged the full bid unless it’s necessary to beat out the next-highest bidder.

6. Select Your Promoted Pin

Now, you can select the pin that you want to promote. You can only choose from items that you’ve publicly pinned. The pin doesn’t have to be one that you have initiated through your own website, although it would probably be a good idea to use an image that you’ve created.

Next, you’ll give the promoted pin a name (optional) and set the URL of the landing page that you want visitors to end up on when they click on it.

Consider the URL carefully. Ideally, you’ll send people who click on your ad to a page dedicated to your Pinterest audience. The landing page should have something to do with the pin that led people to it. If you’ve added Pinterest tag code to your website, you’ll be able to track the success of each promoted pin.

Click “Promote Pin” when you’re finished. The ad will go to Pinterest for review, which can take 24 hours. At this time, add your billing details so that you can pay for your ad once it’s approved.

The Quick Way To Promote A Pin

Pinterest also provides a way to promote your pins in about 10 seconds. Go to your profile and hover over a pin that you want to advertise. Click on the Promote button.

A window will open up where you can add all of the promotional details, including the URL, daily budget, campaign duration, target audience and keywords.

Tips And Tricks For Optimizing Your Pinterest Advertising

Just putting yourself out there isn’t always enough to gain an audience. Instead of wasting your dollars by advertising blindly, follow this advice to get the most out of your budget.

Promote The Best Pins

You might wonder what pins to promote when you advertise on Pinterest. Those with strong visuals do best. Making multiple pins for the same product is a good idea. You can show different angles, styles and descriptions to pull in different customers. Adding your brand name or logo to the image improves credibility.

If you sell products, Pinterest says that photographing them in lifestyle shots is more effective than displaying the product on its own. For example, a fashion pin should show someone wearing the clothing in a real-world setting. Home décor pins do better when they concentrate on the product instead of people. Hair and beauty products get great engagement when the items are displayed against a plain, contrasting background.

Most experts recommend promoting pins that are already doing well. Even though you might figure that boosting a low-performing pin could help it get in front of your audience, promoting a high-performing pin is more likely to give you results. Wouldn’t you want to pay for results as opposed to a lackluster reception to your ad?

When you’re picking a pin in step 3 of the ad creation process, you have the option of choosing from all pins, 30-day most clicked pins or 30-day most saved pins. Use this to your advantage to promote your most engaging content.

Add Text To Your Pins

Even though Pinterest relies on photos, it doesn’t hurt to add a little text to your images. The text overlay should clarify what viewers are looking at without detracting from the design as a whole. The words shouldn’t detract from the aesthetic. A simple overlay works wonderfully.

Make sure that you’re using the description wisely too. A call-to-action helps users stay engaged. You can ask people a question or give an instruction, such as “Learn more” or “Buy now.” You might even try having your call-to-action say, “Pin this for later” to remove the urgent sales quality but encourage people to save your pin.

Consistently Monitor And Analyze Your Ads

It’s hard to predict what’s going to resonate with viewers. Pinterest is a visual platform, and some images may capture more attention than others. When you’re just starting out, test everything, including the:

  • Image
  • Description
  • Call-to-action
  • Keywords
  • Bids
  • Audiences

After doing this consistently for a while, you’ll begin to notice which combinations are more effective.

Focus Your Keywords

Although you’re allowed to include up to 150 keywords with a promoted pin, you don’t have to use all of them. If you’re all over the place, you won’t get many click-throughs. Think about the way that your audience interacts with Pinterest.

The keywords should match the way that your target audience uses the platform (similar to how you “theme” keywords for SEO). Make sure that the keywords are also consistent with the information in the pin and the landing page to which they’re directed.

Because Pinterest is a search engine, keywords are crucial to your pins’ visibility. Create your descriptions the way that you would create meta tags for a web page’s title and description. Using trending keywords earlier in the text will help your pins get noticed.

When you place pinnable images on your website, make sure that you include keywords in the alt text. Your boards should contain long-tail keywords. Use Pinterest Analytics to track which pins get the most impressions and experiment with the keywords that you use.

Add Value

The best practices for advertising on some other platforms involve using a call-to-action to send people to a lead page. However, people who search using Pinterest are looking for information. They might get annoyed if they come across your promoted pin, click on it to investigate it further and reach a page that simply asks them for their email address.

An effective way to use Pinterest for advertising is to send people to a landing page where they can explore what you offer. You can certainly include a lead generation form on this page, but don’t make it the only asset at that URL.

Group Boards

Group boards are sometimes referred to as shared, community, collaborative or contributor boards. Using them can lead to significant increases in traffic.

More than one person can add pins to a group board. Therefore, when anyone adds pins to the board, those pins may appear in the home feed of anyone who follows any of the board members. This exponentially increases your reach.

If you focus on sharing your own content to group boards, you’ll gain exposure for your brand. Keep the content relevant, however.

Because Pinterest rewards high-quality pins with exposure, make sure that you join the right group boards. Those that are targeted to a specific theme usually have more traction with an audience and get more engagement. Click on several of the pins on a group board that you’re thinking of joining to make sure that the links aren’t broken or redirect to a spammy or inappropriate site.

Pinterest is an opportune way to expose your brand to a new audience. The platform isn’t just used by crafty people, DIY-ers and foodies. Travel, fashion, design, hobbies, health and beauty, entertainment, accessories and sporting goods are commonly searched categories on Pinterest. Creating a business account for your brand is free, and you can play around with promoting your pins at a low cost to determine whether it works well for your business.

Next Steps

Pinterest holds a lot of opportunity for businesses of all sizes. It’s also straightforward and fairly risk-less to experiment there.

You’ll learn more from running a single experiment than any blog post – so go for it!

If you want to know other ways to use Pinterest for marketing, check out Nate’s post on Pinterest & SEO research in addition to Using Pinterest Analytics.

The post How To Advertise On Pinterest Effectively appeared first on ShivarWeb.

“”

How To Advertise On Spotify Effectively

How to Advertise on Spotify Effectively

People don’t just listen to music anymore; they experience it. Advertising on a platform like Spotify can expose listeners to your brand in an engaging, involved way.

Spotify can be used to market your business similarly as a radio ad. You can also sponsor streaming sessions and playlists to get in front of the people who are most likely to resonate with your message.

Why Advertise On Spotify?

Statista reports that there were 70 million paying Spotify subscribers in January 2018. However, it’s really the people who listen for free that get to hear your ads. In March 2017, there were about 90 million people who took advantage of the service for free, according to the Verge.

If Spotify is trying to push listeners to its premium version, which doesn’t play or show advertisements, why would you want to advertise on the platform? Sure, Spotify is trying to make money from premium memberships. However, it isn’t writing off the free offering. In fact, a recent statement by Spotify’s vice president of product, Jason Richman, confirmed that the company views its free version as a separate service that it wants people to use.

The Wall Street Journal reported in 2017 that Spotify was slated to become the third-largest advertiser in the world, following the footsteps of Facebook and Google. Spotify started out offering a free, advertisement-sponsored subscription service to help music fans connect with the songs and artists that they love. They quickly realized the opportunity that advertising could provide them.

Business Insider said that because of its global scale and huge collection of data, Spotify is trying to be a primary advertising solution for just about everyone, including small and medium-sized businesses. The company launched Spotify Ad Studio, a self-serve advertising platform, in 2017. This allows smaller and mid-sized companies to advertise.

Plus, Spotify uses its advertising platform to convert users to the premium product, as you can see in the image below, which shows a mobile takeover ad that appeared while we were navigating to our Discover Weekly playlist. The fact that the company believes in the power of its own advertising gives us faith.

If Spotify can’t sell ad space, it will lose quite a bit of revenue. The free platform isn’t going anywhere.

And if you think that people get annoyed by ads on Spotify, think again. Acquisio reports that 75 percent of listeners expect advertisements on a free streaming service. Almost 50 percent say that commercials are less disruptive on Spotify than on regular radio.

Part of the appeal of Spotify is its ability to connect users. Those who register their Spotify account through Facebook can share playlists with their friends. Spotify is largely about discovery. Check out what your friends are listening to, and you might learn about an artist that you’ve never heard before.

Even if users don’t connect to Spotify through social media, the platform incorporates a similar connective quality. Users can follow other Spotify users on the platform. When they search for a particular song, artist or album, they can view playlists that other people have created using that song.

So why should you advertise on this platform? Because people are using it to stay up-to-date with the world. If people are using Spotify to learn about new music, they might also learn a little about what you have to offer when they hear your advertisement.

If you want to target a hip audience that’s interested in staying in the know about current trends, you might want to advertise on Spotify. If you’re a musician, advertising on the platform is a no-brainer.

Plus, Spotify collects data from all of its logged-in users. According to Smart Insights, this means that marketers can take advantage of unique intelligence, such as users’:

  • Moods
  • Preferences
  • Listening habits
  • Activities

Over time, companies can learn more about the people they wish to target, gaining insights into platform behaviors, routine activities and wider interests. This allows brands to create tailored experiences that aren’t possible on other platforms.

Because Spotify requires users to log in, it has extensive data about what people are listening to and how they listen. The company also compiles real-time information about lifestyle, entertainment preferences, family status and technology use.

How Do Ads Work On Spotify?

If you have used Spotify for free, you probably know how often advertisements are played. When you start a streaming session, you can listen to one sponsored advertisement to get a 30-minute session of uninterrupted music. After that, Spotify will play an advertisement about every 15 minutes.

Users can’t skip or fast-forward the ads. They can choose to watch a video from an advertiser to get another 30-minutes of ad-free music from time to time. If they’re listening via a laptop or computer, a branded overlay hangs out on the screen at almost all times. It’s not disruptive—it can be closed so that the user can navigate the site—but it will reappear.

Audio and display ads aren’t the only way to market a brand using Spotify. Businesses can sponsor listening sessions, providing videos that users watch in exchange for uninterrupted listening.

Marketing on Spotify can be even more creative, though. Businesses can put together branded playlists. These can include a logo and a link to the company’s landing page. Even President Barack Obama used a branded playlist to help bring awareness to his brand in 2016.

In sum, there are three main paid advertisement types with which marketers can experiment:

  • Audio – Plays between songs during active listening sessions. Accompanied by a clickable display that can take users to a specific URL or landing page.
  • Video – Sponsored sessions, video takeovers or branded moments video advertising that rewards viewers with 30 minutes of uninterrupted music after watching.
  • Display – Homepage banners, homepage takeovers.

What Can You Advertise On Spotify?

You can use Spotify to raise awareness for any brand, company or organization. You can also use it to promote music-related content or an event, such as a concert.

If your target audience uses the platform, it makes sense to try it out. Using multiple channels for advertising can lead to steady growth for your brand.

One of the benefits of using an audio ad instead of a video or image is that users can access it when they’re not watching a screen. For example, many people listen to Spotify while driving or in the shower. Reaching them with a DIY audio ad using Spotify’s DIY Ad Studio can help you influence them in a way that you might not have tried before.

In fact, Nielsen analyzed Spotify audio ads and found that listeners are more likely to enjoy and recall audio ads through streaming services than display ads. Audio ads are also more apt to increase purchase intent.

How Much Does Advertising On Spotify Cost?

Using Spotify’s self-serve advertising platform is the way to go if you don’t have a huge ad budget, although the service is available to companies and budgets of all sizes. The minimum is $250, with each ad served costing marketers about $0.015 to $0.025. The price varies depending on your targeting choices. Aiming at a larger target market will typically cost you more per ad.

You can target your audience based on the following:

  • Age
  • Gender
  • Location
  • Activity
  • Music taste/listening behavior
  • Mobile
  • Desktop

When you initially set up an ad using the DIY Ad Studio, you can choose from a range of options for your total campaign budget. As we describe in more detail below, you have to select a custom option to enter the minimum of $250. If you launch your ad and realize that it’s not bringing you the results that you want, you can stop the ad.

That means that you’re technically not committed to the $250 budget minimum if you find that the platform isn’t working for you. If you stop an ad after paying only $30, you won’t be billed for the unused portion.

You can also purchase advertising programmatically and through Spotify’s direct sales department. These options usually cost more than using Spotify Ad Studio.

What Spotify Ad Studio Can And Cannot Do

Spotify Ad Studio makes it simple for anyone to set up, track, manage and analyze audio ads. Some of the other things that you can do with Spotify Ad Studio include:

  • Creating and record your own audio ad
  • Reaching free Spotify users
  • Retarget people who have engaged with your ads
  • Create successive ads to share an extended story
  • Track your campaign, including clicks and cost

If you are an approved advertiser for a specific artist, such as the label or a promoter, you can target people who follow that artist. For example, if you’re promoting a concert, you can reach out to the people who follow the performer on Spotify.

You won’t be able to target fans of particular musicians if you’re not an approved advertiser, but you can still target by genre or playlist. Genre targeting lets you deliver your ad after a user has listened to a specific type of music. This is helpful if you know that the majority of your target audience listens to smooth jazz, for example.

Playlist targeting lets you deliver your message to people who are listening to tunes that are associated with certain activities or moods. Spotify categorizes different playlists and refreshes its inputs every day.

You can’t target fans by zip code, but you can select a country, region or U.S. state. As of the time of this writing, Spotify didn’t offer a feature to exclude certain people. That might come in handy if you’re promoting a concert but don’t want to waste money marketing to people who have already bought tickets.

How To Create Spotify Ads Using Ad Studio

To start creating your own Spotify ads, head over to Spotify Ad Studio and click Sign Up. The platform is still in beta, and it’s currently only accepting advertisers from the U.S., U.K. and Canada. You’ll also need a Spotify account. The system will set you up with one when you sign up for Ad Studio if you don’t have one already.

Once you have registered, you can start creating an ad. Click on Your Ads on the top right corner of the screen. Then, click Build Ad on the top left corner to begin working on your ad.

There are three steps to building an ad:

  • Set Up
  • Budget & Audience
  • Ad Creative

1. Set Up

In the set-up phase of ad creation, you get to choose your objective and name your ad. This step is easy; unless you’re an authorized promoter for a particular musician, you’ll choose “Raise awareness for a brand, business, or organization.”

Next, give your ad a name. This will only be visible internally and serves as a good way to organize your ads if you’re creating more than one.

2. Audience & Budget

In this step, you’ll select your audience and budget. Start by choosing a location, gender and age range for your target listener.

You can choose listeners in a particular country, state (Australia and U.S.), city (Australia, Canada and U.K.) or DMA (U.S). The DMA, or designated market area, includes a metropolitan area as well as its suburbs.

Next, narrow down your audience by listening behavior.

Targeting by genre delivers your ad right after someone has listened to the type of music that you selected. You can choose more than one genre.

Targeting by playlist uses Spotify’s ability to categorize playlists by mood and activity. After someone listens to a playlist that matches the playlist categories that you choose, they’ll hear your ad.

You can also target by fans of a particular artist if you’re a record label or promoter. You can’t target by all of these options; you must choose All Music, Genre, Playlist Category or Fans.

Next, you’ll need to choose the platform or device on which you want your ad to display. Choose all of them unless your ad is platform-specific.

At this point, you can also choose when you want your ad to display. For example, Spotify says that moms are 25% more likely to listen at 5 or 6 am. If mothers are in your target market, you might want to set your ads earlier than a brand that caters to college students. You don’t have to fill this in if you want your ads to play throughout the day.

Finally, you’ll set your schedule and budget. To set your schedule, enter the start and end dates and times that you want the ad to run. Campaigns run from midnight to midnight in your local time zone by default, but you can enter different start and end times.

Remember that it takes time for an ad to be approved. If your ad is approved after the start time, it will begin immediately once it is accepted.

To choose your budget, either pick from the given options or select Custom. You cannot enter an amount lower than $250.

3. Ad Creative

Now, you get to choose what your ad will look like. Every audio ad has a corresponding display to go along with it. This includes a companion image, headline and link to a URL that users will go to when they click on the ad image.

The image must be a JPG or PNG image that’s 640 x 640 pixels and no more than 200KB in size. You can preview the way this will look on a mobile or desktop. If you have a call to action, it must be included on the image. A directive like “Click here” or “Learn more” will help users understand that they can drill down on the picture to explore your brand further.

Finally, you get to set up the audio creative for your ad. If you already have a sound recording, that’s great. Upload it here.

The audio specs are as follows:

  • Length – 30 seconds or less
  • File types – WAV, MP3, OGG
  • Max file size – 1MB
  • Audio – WAV – 16-bit 44.1 kHz MP3, at least 192 kbps RMS normalized to -14dBFS Peak normalized to -0.2 dBFS

You can also provide Spotify with a script, and the platform will create a voiceover for your ad at no additional cost. If you do this, you can choose the profile of the voice that you’d like based on age, gender, dialect, etc.

When you write the script, you’ll need to make sure that it’s the perfect length to sound natural in a 30-second time slot. A script of about 50 to 75 words is perfect. If it’s longer, the actor will speak too quickly, and if it’s shorter, it might sound like it drags on.

If you’re uploading your own audio and you want background music, it will need to be incorporated into the audio file. If you’re asking Spotify to record the voiceover, you can select your background track separately from a library of pre-selected genres or upload your own.

4. Review Your Order Summary

Before you submit your order for processing and approval, Spotify will show you a summary of all of the options that you chose. If you need to edit anything here, you can go back and do so. Once you click Place Order, your ad will be reviewed by Spotify.

This typically takes 48 hours, according to Spotify’s FAQs. However, you should provide your creative materials at least five days before you want the campaign to start if you don’t want to be rushed.

If you request a voiceover, Spotify will send you the final recording for your approval. If you want to change something, you can request a revision at that time.

5. Editing Your Ad

You can stop or pause your ad at any time. You might want to pause it to change your targeting selection. You can change any target demographics except for fans. If you want to edit Fan Targeting, budget or start/end date, you have to email Spotify, and they’ll recommend the best solution for you.

You may even want to stop an ad that doesn’t seem to be converting. If you do that, you’ll only be charged for the number of ads that were displayed during the run.

6. What If Your Ad Isn’t Approved?

If your ad doesn’t meet the terms of Spotify’s Advertising Terms and Conditions, it will be rejected. An ad that’s longer than 30 seconds or promotes a Spotify competitor will not be approved. You can always reach out to Spotify if you’re not sure why your ad wasn’t approved.

Can You Create Other Types Of Ads Using Ad Studio?

If you’ve ever used Spotify’s free streaming service, you’ve probably seen ads that aren’t just audio with companion displays. You have the option of working with Spotify through direct sales or programmatic ads. This will give you the option of delivering your message through different types of ads on the platform.

Some advertising options besides audio include the following.

Sponsored Session

When users start streaming on Spotify mobile, they’re usually asked if they’d like to watch a short video to get 30 minutes of uninterrupted listening. After the video runs, an image with a link will appear if the user wants to learn more about your brand. This type of ad is available on mobile devices or tablets.

Video Takeover

Video Takeover ads are presented to logged-in users when they’re engaged with the app in between songs or during commercial breaks. They’re available on mobile devices or desktops. Videos are less than 30 minutes long and contain a call to action as well as a link to the brand’s URL.

Display

There are a few display options that can be purchased through direct sale or programmatic marketing.

The Overlay welcomes users back when they return to the Spotify app. Your brand message covers the screen while users listen to music. They can click through to a URL or click to close the image.

The Homepage Takeover shows up on Spotify’s desktop Browse page for 24 hours. This option can include interactive elements to engage your audience further.

The Leaderboard is shown as a smaller banner on the bottom of the desktop or web app. It’s served when Spotify is the top app on the screen, and it appears exclusive of any other messages for 30 seconds.

Sponsored Playlists

Spotify’s top real estate includes the playlists that the company owns and operates. Brands can sponsor these playlists based on the categories that their target market listens to. This is available on mobile and desktop.

Tips And Best Practices For Creating Spotify Ads

Spotify ads run between songs and are an interruption for users. If you want people to pay attention to what you have to say, it’s probably best to resonate with their listening preferences and interests.

Stay Within The Context

If you’re marketing a brand that will be used by energetic party-goers, like an alcoholic beverage, you might not want to place your ad on a yoga music playlist. On the other hand, an ad for a relaxing product might not be what people tune into when they’re listening to upbeat electronica. If your ad feels like it fits in with the music your target audience is listening to without creating a disturbance, it’s more likely to resonate with the listener.

Know Your Target Audience

In order to keep your ads relevant, you’ll need to understand your target audience. Age, gender and language are important when selecting your target. One way to choose the right demographics is to analyze ads that you’ve run in the past. If people from a particular age range, location or gender convert more than others, choose those when setting up your Spotify ad.

If you don’t have data from other ads, accept the fact that you’ll need to experiment to find what works best for you on this platform. You might wonder what someone’s music interests have to do with your non-music-based brand. Spotify compiles data based on the mood and emotion elicited by certain songs, and users choose to listen to certain playlists based on their current state of mind.

If you can tap into that, you can drive conversions.

Personalize The Location

You can target users who live in specific areas when setting up an ad. If your audience lives in London, you might want to start your ad with, “Hello, London.” The personalization and association with their location might grab their attention.

Create A Story

What makes you get emotional when you listen to a particular song? It’s likely the story behind the music. You can touch your audience’s emotions when you incorporate a story into your advertisement too.

People are more likely to tune in when they’re being told a story than being sold a product or service. You can do this with words, but you can also build a story with a playlist.

Fox promoted its TV show Star by developing a branded playlist to share the inspiration behind the show’s music. Between songs, the cast offered some commentary.

Creating a playlist as part of your narrative can capture your audience. People will tend to listen to the playlist even after your advertising campaign is over.

Use Music

Your audience uses Spotify to listen to music. Therefore, if you use the perfect soundtrack for your ad, you’re going to fall in line with the platform’s mission and design. You can use music in the background of your ad or create a branded playlist to keep listeners involved.

The music that you use must do two things:

  • Resonate with your audience
  • Reflect your brand

Create A Specific Call To Action

When creating an ad, think about what you want users to do, and then instruct them to do this. Most of the time, this will involve clicking on the ad image for more information.

This Google Home Max ad that appeared on Spotify mobile has a clear “Buy Now” button that takes you to the Google store when you click on it:

Free Advertising On Spotify?

If you don’t want to pay for advertising fees, you can get creative with Spotify’s playlist options. Any user can create a playlist, and it’s free. Brand it by adding an image, and you have a new way of connecting with your audience.

Some ideas for creating engaging playlists include:

  • Making holiday playlists to get consumers in the mood to buy your products
  • Putting together workout playlists for companies geared toward sports and fitness
  • Compiling comforting and enthusiastic music for a restaurant

Once you’ve created some playlists, you need followers. If you’re serious about marketing, this involves strategy, not just asking your grandmother and best friends to follow you.

The strategy begins when you set up your playlists. They should match your listeners’ moods and interests. If you are trying to appeal to yogis, you might not want heavy metal on your playlists. Also, playlists should be curated and short. Split up the 500 songs that you want to share into several different playlists.

You can collaborate on playlists to allow your followers to add their own tracks. This is a great way to make some friends on the platform and gain visibility. If you choose to do this, you’ll need to keep tabs on the list so that it doesn’t get out of hand.

Once you’ve created a few playlists, share them. You can do this on social media or your blog. Ask questions, such as “Which is your favorite track?” to boost engagement. Add a Spotify Follow Button to your website so that new followers are only a click away.

Remember, Spotify is a social platform. You’ll need to keep up with it the same way you do with your Facebook and Twitter accounts. Follow artists that are appropriate for your brand so that others can learn what you’re listening to. Network by asking others what they’re listening to.

If your target audience listens to music, they’re likely to be on Spotify at some point. Harness this powerful platform by using it socially, creating your own ads for it or working with Spotify’s advertising sales team to dream up a campaign that will engage listeners and increase your brand’s exposure.

Next Steps

Advertising on Spotify is not quite as easy as setting up a Google or Facebook ad. But, that barrier to entry provides a unique opportunity for brands and businesses of all sizes looking to reach an audience in a personal and memorable way.

The post How To Advertise On Spotify Effectively appeared first on ShivarWeb.

“”

How To Advertise on Nextdoor Effectively

How To Advertise on Nextdoor

Astute marketers are constantly looking for new platforms to connect with their audience in useful and meaningful ways, and Nextdoor is one of the most promising social platforms for local business marketing to look towards as we approach 2019.

As a platform designed to connect neighborhoods and the people who live there, Nextdoor seems to have that special sauce that’s so appealing to marketers of all sizes. Over 75% of neighborhoods in the United States are already part of the platform, the user base is constantly growing, and it provides neighbors with the tools they need to connect on a local level to the businesses in their area.

As with any new social network, there’s a learning curve associated with it. If you’re wondering how to advertise on Nextdoor, and you’re hoping you’ll be able to jump right in, you’ll need to cool your jets, unfortunately. But, this helpful guide will provide you with everything you need to know about this exciting new local social network and how you can leverage it to the advantage of your business.

From your Nextdoor homepage, click the tab at the right for recommendations. Then, click the link that says “claim my business” on the right side of the page.

From there, you’ll just fill out some brief information about yourself and your business. Once you’ve completed the forms, your business page is ready to go, and you can begin sponsoring real estate listings in your area.

From your business page, you’ll want to click the Sponsorship button on the left of your business page. Then, you’ll enter the first zip code you’d like to sponsor.

You can enter as many neighborhoods as you like. Depending on the number of neighbors who are currently using Nextdoor, you’ll be charged a set monthly fee that varies depending on how active the real estate listings are, how many other sponsors are in the area, and how many neighbors are currently using Nextdoor.

You’ll also be charged a prorated rate for the current month that covers the remainder of the current month. That amount is shown next to “total billed today.”

The way this program is set up can be especially helpful to smaller realtors, or anyone who’s skeptical about the return they’ll receive on their Nextdoor investment. Since you’re able to pick and choose the neighborhoods your ad appears in, you’re able to get started at little cost. If your advertising on Nextdoor is driving you leads, you’ll be able to expand your reach and sponsor more neighborhoods.

After you’ve defined the area you’d like to sponsor, just input your payment information, and shortly after that you’ll be sponsoring the real estate section on Nextdoor in the neighborhoods you’ve chosen.

Considering that there’s limited competition on the platform at this point and that real estate listings are one of the areas of strength for Nextdoor, advertising now may be a great way to achieve maximum exposure at a low price.

As Nextdoor continues to grow, and more realtors take advantage of the platform, you can expect that the cost of sponsoring neighborhoods will become increasingly more expensive.

this page. From there, you’ll fill out a brief form with your contact information and projected advertising budget. After that, a representative from Nextdoor’s sales team will contact you to discuss advertising.

Smaller businesses interested in advertising on Nextdoor should also fill out the advertising contact form, as someone from Nextdoor will reach out to you as soon as advertising opportunities for your business become available.

Presently, the advertising opportunities available for larger businesses are limited to sponsored content posts, and there’s no way to target the posts. A single sponsored post will appear in the feed of each neighbor, and each neighbor will see the same sponsored post. This is far from ideal from a targeting perspective, but keep in mind that this is still part of a pilot program and additional functionality will be rolled out soon.

Presently, this type of advertising makes a lot of sense for home improvement stores and products, which is why brands like Nest, Ring, Lowe’s and Slomin’s have become early adopters of the platform.

Even if your business is large enough to enter Nextdoor’s pilot program, it may be best to proceed with caution. Considering how limited the targeting potential currently is, it can be difficult to track the return you’re receiving from your ads, and since Nextdoor is only working with companies with sizable advertising budget, it’s an easy way to burn through your ad dollars.

business set up page on Nextdoor.

You’ll need first to decide which type of business you are. Click business if you’re operating under a business name, or individual if you’re a one-person show that provides services using your own name.

Assuming you’re operating under a business name, you’ll need to search for it to see if your page has already been created, thanks to recommendations from other users. If your page already exists, you’ll be able to claim the page and begin updating it. If not, you’ll create the page from scratch.

If your page doesn’t exist yet, you can either sign in to your personal Nextdoor account, or you can create a new business account to manage the page from. This is a matter of personal preference. Some people prefer to keep their business and personal profiles separate, while others like the simplicity of being able to manage both business and personal from a single account.

When filling out this form, you’ll want to check the box for “public” as it will provide you with maximum reach for your new business page. Once you click the “add your page” button, you’ll be transported to your new profile page. There, you’ll add content to make your page helpful and inviting for the people in your area.

To increase your reach, allowing your page to be seen by more and more of the people in the neighborhood, you’ll need to garner some recommendations. This is a unique feature in that it limits to reach of businesses based on their reputation. This eliminates fly-by-night businesses from taking advantage of the platform, and it helps to keep the focus on the neighborhood.

To grow your reach, you’ll need members of the neighborhood to recommend your business. You can click the “get recommendations” button and Nextdoor will provide you with a pre-written email, Facebook post, or tweet that you can share with your followers on other social networks.

All it takes to increase your reach is a single recommendation. As you garner more recommendations from people in your neighborhood, your reach will increase, allowing more and more people to see your business’ page.

billion dollars a year from advertising by 2020. To accomplish that lofty goal, they’ll need ad products to sell to the different businesses interested in advertising on the platform.

According to Tolia, Nextdoor is receiving over 1,000 requests for more information on advertising each month. If that’s true, it’s easy to see why he expects Nextdoor to become social media’s next advertising giant.

In the meantime, there’s still plenty of potential to grow your business locally by using Nextdoor. Make use of the best practices we’ve discussed above. Not only will this help to increase your organic reach on the platform today, but it will provide you with a framework of content and neighborhood recommendations to build off of when Nextdoor finally rolls out advertising products for more businesses.

When setting up your business profile, be mindful of the fact that this social network exists to serve the needs of your neighborhood first. Make sure that anything you post falls within the guidelines set forth by Nextdoor, and do your best to position your business as an established pillar of the community.

So, while the question of how to advertise on Nextdoor may not have an easy answer as of yet, there’s still tons of potential for the platform. Take some time to set up your profile today so you can reap the rewards of this powerful social network tomorrow.

The post How To Advertise on Nextdoor Effectively appeared first on ShivarWeb.

“”