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Is Your Facebook Ad Image Worth A Thousand Words?

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They say a picture is worth a thousand words. So when you’re stuck with a 160 character limit in a Facebook ad, use a great image to grab attention and tell the rest of your story.

Finding a good image is hard. Finding a great one is even harder. So here are 4 tips to help you find the best possible images for your Facebook ads.

  1. Brainstorm Associated Images
  2. Spiral Your Image Search From Cliché to Outrageous
  3. Search for Image + Trigger
  4. Repeat, Test, Repeat, Test Again!

1. Brainstorm Associated Images

Start with this simple exercise. Make a list of everything that comes to mind when you think about your product/service and then find an image that corresponds to everything on that list.

Here’s my list for a Spa ad:

  • Massage
  • Facial
  • Mud Bath
  • Pedicure/Manicure
  • Exfoliation
  • Walking Around in a Bath Robe
  • Spa Sandals
  • Steam Baths

Even though most of these sound stereotypical and quite possibly cheesy, it’s a good way to start and an excellent transition to our next step.

2. Spiral Your Image Search From Cliché to Outrageous

Iteratively throw away the cliché and search for more striking images that will bring in more inherent drama, perceptual interest, and story appeal to your images. Try to imagine an angle or close up or juxtaposition that might make the image pop. Think of how you might incorporate faces, or incongruity, or alarm, or visual prominence in the picture.

Getting back to my spa list, here’s the least cliché image I found for a foot massage on Getty Images:

foot-massage

Now is that a great image or what?

There is a ton of incongruity and story appeal to this picture and it would easily allow you to grab eyeballs and force browsers to look at your headline and ad copy. And isn’t that exactly what you want?

3. Search for Image + Trigger

With any luck, you’ve already created the perfect image from Step 2. But if you come up with duds, you can always brainstorm images around the 7 Categories of Fascination Triggers, a handy list of things that human beings are hardwired to pay attention to:

  1. Vice
  2. Lust
  3. Prestige
  4. Alarm
  5. Power
  6. Trust
  7. Mystique

Searching on an associated image + trigger word will probably turn up something interesting. Check out the images that turned up below when I searched for manicure or facial + a trigger.

lust-trust

4. Repeat, Test, Repeat, Test Again!

When selecting from your available options, figure out which images could be easily cropped or color-altered or tilted to amp up their interest, visual prominence, or appeal.

Also, think about which photo will work best in Facebookʼs small image format. Facebook image size is 110 pixels wide by 80 pixels high and less than 5 MB. Think of which photos will work through that process the best.

Also think about aspect ratio. Right now, Facebook squashes or crops all photos into a 4:3 or 16:9 aspect ratio. If your photo doesn’t match up with that, youʼll either need to do your own cropping or select a different photo.

And lastly, never ever ever ever stop testing! Make sure you build a bank of images that work with your ads are rotate them frequently to draw people’s attention and avoid ad fatigue.

So… is your Facebook ad image worth a thousand words or will you stick to those 160 characters to tell your story?

Filed under Marketing
Jan 11, 2012

Are Email Marketers Overconfident in Their Segmenting Abilities?

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The ability to segment and target audiences is key to online marketing, and email is no exception.

According to email delivery and automation provider Emailvision, 96.51% of online marketers worldwide placed some importance on the ability to send targeted and segmented email marketing communications to their audiences. The majority (68.44%) felt it was very important.

More than half (55.16%) of the marketers surveyed were either satisfied or very satisfied with their segmentation and targeting capabilities, suggesting a sizeable audience that is both confident and reportedly adept at reaching the right audience. Just 14.71% said they were dissatisfied with…

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Filed under Email Marketing
Jan 11, 2012

Do Social Media Postings Always Require a Brand Response

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Not all social media users are convinced that connecting with companies on social sites will be more than a passing fad, according to research fromConversocial, but those that do seem to expect that the connection will be two-way.

The social media customer service software provider asked about user attitudes toward companies that left…

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Filed under Social Media
Jan 11, 2012

How Eye Tracking Heats Up Conversions and Clicks

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Advertisers and marketers have known for many years about how a viewer’s gaze travels across visual media. The
effectiveness of any successful advertisement relies on understanding how the eye moves across a page, why it is
drawn to particular areas, and what causes a viewer to linger at a given spot.

Modern persuasive advertisements stem from classical and renaissance artists. The great artists of antiquity were
well versed in the use of spatial relationships and how the eye moves across a space.

In the 21st century, we see modern advertising employing these well-established concepts and are so well
entrenched in our minds that the same techniques permeate every facet of advertising in use today.

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Filed under Local, Marketing
Jan 4, 2012

National Brands Look to Local Online Efforts

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Online accounting for more local ad spending as local

makes up a greater share of digital total

In the past, a combination of mass media and traditional

local advertising was enough to draw consumers toward a
national brand’s local store or service. But as the internet

and mobile devices whet consumers’ appetites for

immediate and relevant local information, national
advertisers are also looking to local online advertising to

reinforce their local brand presence.

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Filed under Local, Marketing
Jan 4, 2012

Most People Rely on Search Engines to Find Local Businesses

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PEW Internet recently conducted a survey in which 1087 adults (age 18 and older) were interviewed in both English and Spanish about their habits when searching for local businesses and restaurants. They were asked about both their online and offline searches and which they were more likely to do.

Some 60% of adults say they get news and information about local businesses other than restaurants and bars.
When they do:

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Filed under Local, Marketing
Jan 4, 2012

WP Touch vs WP Mobile Detector

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Is Your Blog Ready For Mobile Search Traffic?

To kick off the New Year, I’m doing a mini interruption on the “How To Bring Your Team Online Without The
Overwhelm” series to address one of the most powerful trends in 2011.

Mobile, Mobile and Mobile!

While talk of the mobile explosion is nothing new, you
might not have known that there is such a thing as mobile search results. And
mobile search results are different from standard desktop results as they are
generated by Googlebot-Mobile. Yep he or she, is a special bot dedicated to mobile!

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Filed under Marketing, Mobile
Jan 4, 2012

Minorities More Active on Mobile Web

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Minorities More Active on Mobile Web

Hispanic mobile users are nearly 17 percentage points more likely to use mobile web than whites

While whites make up the lion’s share of US mobile phone and mobile internet users, a new eMarketer forecast estimates Hispanic, Asian and black mobile users in the US access the mobile internet more often than their white counterparts, and that they will continue to outpace whites in mobile internet adoption through 2015.

eMarketer estimates that about two-thirds of US mobile users will be white at the end of this year, decreasing to 64.1% to 2015 as black, Asian and Hispanic consumers inch upward in mobile adoption.

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Filed under Marketing, Mobile
Jan 4, 2012

Moms Prefer Digital Shopping Over In-Store

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Digital usage and ecommerce increase when women
become moms.

Describe almost any mother of small children and one word comes to mind:
busy.

Two recent studies verify this truism by showing that women spend less time with media outlets such as TV and magazines—but more time online—after becoming a mom. An Eric Mower and Associates survey, for example, found…

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Filed under eCommerce, Mobile
Jan 4, 2012

Tablets and Smartphones Used for Shopping InStore

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checking off items on their shopping lists more than ever before. Thanks in part to the growth of tablet device ownership among US households, consumers are using mobile devices for product research, online shopping and to help make decisions while in brick-and-mortar stores. According to a Google holiday shopping study conducted by Ipsos OTX, 77% of tablet owners plan to use them this holiday season for shopping.

The Google study indicates that tablet owners…

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Filed under eCommerce, Mobile
Jan 4, 2012