Are your Facebook Ads strategy ready for Black Friday? 

This is THE time of the year when shopaholics are hunting for the best offers, so you need to make sure your Facebook Ads and Instagram Ads campaigns are ready to attract hungry buyers. 

So, do you have your Black Friday Facebook Ads strategies all planned out? No? Well, you’d better get on that, because the big day is just around the corner! 

With so many changes to how we advertise on Facebook and Instagram in a post-iOS world, the Meta algorithm is going through some growing pains of its own. So, how can you be sure you’re setting your ads for success? Well, we talked to ACTUAL engineers at Meta and created a checklist with everything you need to have your target audience open their wallets for you!

7 Meta Tips & Updates You Need to Know BEFORE Creating Black Friday

#1. 20 is the New 50

Everyone has heard that an ad set needs at least 50 conversions in a 7-day period. And yes, that was true a while ago, but now things have changed. 

In the past, the Facebook Ads Learning Phase ended when, in a 7-day period, an ad set reached 50 events (whether it is conversions, lead gen, landing page views, etc). However, the Meta Ads Manager has evolved and improved. Now to exit the learning phase for optimization, your campaigns need 20 completed events in a 7-day period.

What does that mean? 

Now, a campaign can leave the Learning Phase after it reaches 20 events, again, depending on the objectives you select. The algorithm will gather data until that time to help you make better decisions in a simplified, quicker way, and make it easier for you to be successful on the platform. 

But what happens if my campaign doesn’t achieve that goal? Then, after the 7-day period *and not a minute before*, you can edit your campaign to optimize it! The algorithm will still learn based on successful events, but to hit true Meta Ad success velocity, you’ll want to consider increasing your budget so that you can achieve the 20 events Meta needs your campaign to hit for optimization in a 7-day period.

#2. Keep Your Cold & Warm Audiences Separated

Let’s think of our cold and warm audiences like a dating process. 

Cold traffic is like when you’re interested in someone you don’t know and want them to swipe right back at you. Your profile pic and information is all they have on you to make a snap judgment decision on whether they’ll engage in a convo and maybe give you their number.  

This is the same for an IG ad. They have 1-3 seconds MAX to decide whether or not your ad is worth ‘swiping right’ via engaging with your content by stopping their scroll. 

Meanwhile, our warm traffic is geared to those that have already engaged with your profile and is either mid-convo or mid-first date. Like a Facebook ad, you’ve already captured their attention, and now you’re ‘courting’ them. Asking them to get to know you more and ideally make some sort of commitment. With dating, you’ll want to ‘make it official’ and with ads you want that lead or purchase! 

They’re totally different, right? 

• Cold Traffic’s primary goal is to get them to swipe right or engage with your content (and maybe purchase!)
• Warm Traffic’s primary goal is to get them converted into being Facebook officials by subscribing to your list and actually purchasing a product

When you blend warm and cold audiences in your campaigns, you’re giving the algorithm the chance to favor warm audiences as they’re more likely to convert to a more cost-effective bidding strategy. This means, using our last example, that it’s more likely for someone that already had a first date with you to say “yes” to a second date because they already know you. Thus slimming down the chance of new swipes showing up on your feed.

Taking this into account, at the top level of your campaign, for cold audiences, you’re teaching the Meta Ads algorithm which cold audiences are yielding conversions. A successful conversion sends a signal to the platform to find more humans like the user who just converted. 

When you’re using cold audiences in a campaign, and excluding warm ones, you’re forcing the platform to find new people *aka people that don’t know anything about your product/service* that will make the desired conversion event.

Should you blend the audiences and include warm audiences in the campaign, Meta will favor the warmer audience time and time again because an abandoned cart purchaser is more likely to convert than someone who doesn’t yet know, like, or trust your offer. 

And Meta is always optimizing for the easier (more cost-effective) win in their algorithm.

That’s why at Mongoose Media we recommend not mixing these audiences in the same campaign. When you throw cold and warm audiences together you’re not teaching the algorithm to specifically find new prospects, you’re asking your algorithm to find the best buyers possible, allowing it to cheat and deliver the ads to people that already know who you are. So, instead, build a campaign for prospecting and another for retargeting warm traffic. 

#3. Know What CPA You’re Willing to Pay for Your Cold & Warm Audiences

The algorithm is listening to you, so you have to tell it exactly what you want. And this applies to anything you set up in Facebook Ads, but it is especially important for the CPA.

Let’s suppose that you are willing to pay $85 per CPA (cost per acquisition) for a skincare customer, but you capped the bid budget at $75. In this case, the algorithm doesn’t have the means to know that you have more money than what you put, so you’ll be forcing it to optimize your ads for a $75 budget. Which can mean you’re limiting your audience reach to forced CPAs that fit within your lower budget. Meaning, you’re missing out on potential customers that you’d be willing to pay for but your bidding strategies say otherwise.

Why is this so crucial? Because there may be better people with potentially higher order value or propensity to purchase available to you, but because you told the algorithm that $75 is your spend limit, your ad may not reach those people. 

Bear this in mind: if your CPA is too high, it will eat into your profits. Conversely, if your CPA is too low, you could be missing out on potential customers. 

Additionally, every day we get closer to Black Friday is a day that the auction experiences additional new competitors to the marketplace and more auction pressure that you’re competing against. So, start thinking about your CPA before the big day approaches. 

{important dates graphic: September 20th, the soft pressure increase in a ‘pre-Black Friday auction’. October 15th – the unofficial kickoff for Black Friday and the D-Day for heavy auction bids. November 15th – consider using different Meta objectives cause everyone and their grandmothers are doing ads.}

And, if you’re not sure what your CPA should be, working with a qualified Meta Ads consultant can help you to set a realistic CPA for your business!

NOTE: Your WARM CPA and COLD CPA should be different.

#4. Your Ads are a Marathon, Not a Place to Bet on Horses

I know that it is very tempting to look at your ad campaigns and ads like they are competing in a horse race. But you’re not betting on a pony, you’re marketing your products or services, so there’s no rush. 

What I mean is that even though you may want to perform a gazillion changes every time you check your ads statics and something seems off, you need to let it rest! As I said above, the Facebook Ads Learning Phase covers a 7-day period; however, if you edit your ad every other day, what will happen is that the time period will restart with every change and your campaign will be stuck in the Learning Phase *sounds like time traveling, right?*. 

Plus, you won’t be giving the algorithm enough time to optimize your campaign! Simply put, let’s suppose you launched your ad on a Monday, but by Wednesday you don’t get any of the results you wanted, so you turn it off. But, what you don’t realize is that, in a 7-day period, the algorithm is working to understand your campaign, so it may take time to reach your target audience and generate conversions. 

And don’t worry! 

Everyone is tempted to edit or stop a campaign when it is not achieving what we want! In fact, at Mongoose Media we used to make that decision after a 4-day period. However, we realized that, by doing this, we were potentially wasting the effort the algorithm is making to optimize a campaign, so now we wait a full 7 days before touching anything. 

So, walk away and go back in a week… But wait, there are a few things you need to be mindful of before you sit back and relax. Here’s a quick ads checklist

• Tracking: 

For Facebook Ads to be effective, it is essential that you have your tracking set up correctly. Without tracking, you will have no way of knowing whether your ads are succeeding or failing during the Holiday season. 

• Creatives: 

During Black Friday, brands compete for consumers’ attention with ads that are often loud, colorful, and eye-catching. As a result, it’s important to make sure that your ads are designed to be thumb-stopping.

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One way to do this is to start working on your ad creatives well in advance of Black Friday. This will give you time to experiment with different designs and ensure that your advertising campaigns are truly eye-catching. 

• Winning offer

Have you already put some thoughts into your Black Friday/Cyber Monday deals? It is important to craft a must-click offer that your specific audience is going to love. 

Remember that Facebook, unlike Amazon, is like walking into the mall during the holiday season. There are a lot of options you can pick and different offers that sound appealing, so, with many competitors out there, it is important to create deals that really persuade your audience!

• Work within a comfortable budget

Have a budget that you’re comfortable spending daily with a long-term goal of success. If you’re coming to Meta ads for a silver bullet, a single solution in your company’s bottom line, you better have a budget to back up the investment for data and the algorithm to find your target audience.

Meta Ads are great to-scale offers that work and as a discovery tool for new audiences. When Meta Ads stand on their own without a cohesive marketing plan for omnichannel remarketing, subscriber engagement, and more, expect to pay high acquisition costs to cover your marketing gaps. 

{Meta Ads on a CVJ image? Meta ads drive awareness, meta ads help subscriber acquisition, Meta Ads can drive excitement and loyalty, but Meta Ads aren’t Atlas, holding the weight of the company alone – that’s my graphic recommendation…. People think Meta Ads are the Atlas holding the world, but instead, it’s the offer that’s atlas and Meta is the muscle on the one bicep only}

#5. The Algorithm Assumes the Data is True

This may sound like a no-brainer, but it is important to understand that the algorithm can’t read your mind, so it learns from the data you give it. 

That’s why it is so important to be mindful about what you tell it. From your target audience to your ad spend, that algorithm will take everything you put as a fact and, if you’re not careful, it can affect your campaign negatively.

#6. Advantage+ Placements & Advantage Campaign Budget & Why They Matter

Placements are also known as the different platforms on which Meta can show your ad. An example of this is running your ads on Instagram, Facebook, or Messenger.

In this case, choosing multiple placements is a great idea if you want your ads to reach your target audience across different platforms. Meta’s platform is going to try and serve your ads on the placement your targeted audience is most likely going to engage and convert.

Taking this into account, by using Advantage+ placements, you’ll be allowing Meta to find the best conversion opportunities for your ad in all the placements.

This not only will help you to get the optimization events at a low cost (because Meta’s delivery system will analyze the data from all available placements and choose placements that are both cost-effective and high-performing) but also will help you make the most out of your campaign budget!

Another way of automating your campaign is by using the Advantage Campaign Budget. This is a feature that allows Meta to distribute your budget depending on the placements where each ad set will get the most optimization events at a low cost. 

With both features, you can make sure that your budget is effectively invested, Advantage+ placements and Advantage Campaign Budget are godsend help during the Black Friday season

#7. Advantage+ Shopping Campaigns

If you were looking for a way to increase your campaign’s performance without having to stick to your computer 24/7, the new Advantage+ Shopping Campaigns, launched on August 15, 2022, is quickly becoming my favorite new roll out from Meta. This new Meta product can automate an entire ad campaign with machine learning, so you can focus more on the general aspects of your online store and less on managing campaigns.

Just imagine being able to automate EVERYTHING from creatives and placements to audiences. With Advantage+ Shopping Campaigns you can maximize your ads’ performance throughout the Black Friday weekend (and beyond) without all the manual work it used to require. 

Advantage+ Shopping Campaigns allow business owners and paid media buyers to use AI to automate a campaign from end to end and make the best out of their ad budget by finding the best placements in which your ad will get the most conversion events at a lower cost.

And, if that wasn’t enough, this new feature can also automate creatives to analyze which ones are more effective in a specific audience! 

Finally, if you have a Facebook or Instagram Shop, Meta is using AI to drive traffic to the most converting destination for your eCommerce store. Either your in-platform store (FB or IG shop) or your website, depending on which one will generate the most optimization events in a certain audience! 

There’s nothing you can’t achieve with this tool and, even though it’s still in its Beta version, acting on it now will give your campaigns a lift as most other brands and advertisers aren’t taking advantage of this new campaign!

What’s the Best Time to Run Facebook Ads for Black Friday?

As soon as possible! Taking into account that you have to wait for the Learning Phase 7-day window, help the algorithm understand and optimize your campaign, and make edits if necessary, at Mongoose Media we recommend our clients to start their Black Friday Facebook Ads campaigns between July and September. 

However, this doesn’t mean that you should have launched your sale months ago! What you should have done is launch campaigns to find your audience and build a warm list.

The idea is to build a list of buyers that want your product/service and are eager to get a good deal, so you can offer them early access or another offer if they signup or register ahead of the big day. 

Why is this so important? Because even though Black Friday and Cyber Monday may seem like a weekend events, more and more people start craving good deals and offers even before November starts, so it is crucial *and cheaper* to start warming up your traffic early

But wait! If you’re reading this in October/November, that doesn’t mean everything is lost. You just need to be mindful that, when you launch your Facebook ad campaign, there’s going to be a lot more auction pressure. 

Ready to Start Preparing for a Successful Black Friday?

Planning your Black Friday campaigns with time is the key to not only crafting profitable ads that catch the attention of your target audience and persuade them to click the “Buy now” button, but it also helps the algorithm understand your brand and put your deal in front of the right people. And now you have a checklist with everything that has changed in Facebook Ads and you need to keep it in mind to set your campaigns up for success. 

Do you feel already overwhelmed with all the preparations pre-Black Friday? Fear not, you’ve come to the right place! At Mongoose Media we have a team of Facebook experts, copywriters, designers, and strategists that will help you with the planning while you worry about running your business!

So, meet with us and start your journey to a successful Black Friday Facebook Ads strategy!

The post 7 Things You Need to Do AHEAD of Your Black Friday Facebook Ads According to Meta appeared first on DigitalMarketer.

For small and boutique salon owners, regular clients are often the heart of the business. From driving sales to influencing by word of mouth, customers are critical for any beauty business.

However, growth is both important and inevitable for a new beauty business. The goal soon becomes maintaining your regular customers while constantly growing the brand.

So, how is a salon owner supposed to make it work?

Turn to salon marketing!

Ensuring outreach and retention happens through targeted marketing and market-focused thinking. Finding the best way to extend that focus is often a major hurdle for business owners. Fortunately, salon owners have plenty of tricks at their disposal.

Here are four of the most impactful marketing techniques for beauty business owners.

Social Media is Key

In today’s hyper-connected world, a business without a strong social media presence is missing out on growth. Most customers use several forms of social media throughout their day.

For success, make your presence known across those social media channels. 

Your business must have a Facebook page. It creates a centralized hub of connectivity for your customers. Plus, Facebook Ads help put the salon’s name directly in front of new customers.

Be sure to target your specific audience. Younger customers are more likely to use Instagram and TikTok rather than Facebook. Consider going the extra step and collaborating with local influencers. Doing so allows:

• A known name to represent your brand and products.
• The salon to connect with hundreds of potential customers.
• The public to see the skills of the stylists.
• An “inside look” into the business, which boosts connections with new and existing customers.

If social media isn’t a forte within the salon, consider hiring a social media manager.

Specialized channels like Instagram and TikTok benefit from a dedicated manager. They film and edit videos and pictures, and they interact with your customers online. 

Think of a social media manager as the public mouthpiece of the salon. Their expertise and marketing knowledge helps ensure the salon has an impactful online presence. 

Focus on Your Customers

Salon marketing is all about showing the business to more and more people. However, that doesn’t mean advertising without a strategy.

Today’s customers are savvy when it comes to marketing. Daily email notices or stale Facebook ads are now a detriment, not a marketing tool.

Today’s consumers want personalized, relevant communication. After all, nearly 80% of customers desire personally-appropriate marketing from a business.

Some key ways to keep the salon customer-centered include:

• Send emails or texts after appointments asking for reviews and feedback. This provides an endless list of what your customers expect. 
• Use birthdays and sign-up days for specialized discounts. This is a perfect way to deliver personalized marketing.
• Delete your generic email blasts. Instead, ensure the emails contain quality, pertinent information that your customers want.

For your in-store customers, gently encourage them to sign up for email and text alerts. It allows your customers to have to-the-minute information, in addition to advanced knowledge on specials, pricing, and even appointment reminders.

Loyalty Programs Build Retention

Social media marketing ensures the salon reaches the masses. Your stylists keep your customers happy through their expertise.

So, how do you get them to stay happy and continue generating positive word-of-mouth marketing?

Provide them with a loyalty program.

Nearly 85% of all customers choose businesses that offer loyalty programs, and a majority feel that those programs are beneficial.

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Points-based programs or accumulated tier models encourage customers to continue visiting. Meanwhile, referral programs help grow your customer base. And since these referrals come from trusted sources, those referred are more likely to remain customers.

The sky’s the limit when it comes to loyalty programs. For example, reward people for their repeat business by providing a free 10th service.

Or, encourage new product discovery through discounts at checkout. Checkout purchasing is already incentivized. Thus, with discounts applied, the customer is more likely to purchase.

As well, don’t feel locked to one style of loyalty program. A referral system and a points system are perfect in the same store.

Consider, too, combining services for different tiers of customers. This creates an even more personalized program with a higher emphasis on loyalty. 

Focus on Local Communication and Outreach

A great way to advertise a salon is to simply “be there” when relevant. Specifically, work to tie the salon to local beauty events. 

A prime place to start is to host open house events. For instance:

• Provide meet-and-greets with stylists for increased customer connection.
• Host product demonstrations (and give those attending discounts or free items).
• Hold charitable events at the salon, such as hair donations or toiletry donations for women’s shelters.  

Charity, in particular, is a solid way to build connections with the community. Match donated items or amounts. Sponsor local events, like charity races or community festivals.

As a sponsor for community events, the salon is always at the forefront of the public’s mind. 

Sponsorship also creates new leads and partnership opportunities, not to mention boosting your salon throughout all available channels at the same time.

Becoming a known name within the community is an excellent way to connect with customers. Highlight the salon’s goodwill through charity and community outreach. Customers love a business that proves it cares about them.

Final Thoughts

Marketing for your salon is all about connecting with the customer. From a strong social media presence to a meaningful loyalty program, customers want the experience to be about them. The best way to achieve that is to cater your marketing to the individual.

Use personalized emails to deliver birthday discounts. Or, focus on customer history to provide specialized sales.

Sponsor community events to highlight the expertise of your stylists. And always ask for feedback from your customers. Understanding what the customer wants is best heard directly from the source.

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Artificial Intelligence seems to be everywhere we look – from streaming services to self-driving cars and virtual assistants — it’s the talk of the town!

But what exactly is AI? And how can it benefit businesses and their customers?

Let’s take a closer look at artificial intelligence meaning, its rise in popularity, and the advantages and disadvantages of artificial intelligence to determine if incorporating this innovative tool is right for you.

What Is Artificial Intelligence?

Simply put, Artificial intelligence, or AI, is a form of computer programming which enables machines to “think” like humans. This intelligence can be used to process data, solve problems, and make decisions automatically.

AI uses algorithms that analyze and interpret large amounts of data from various sources, allowing it to learn from past experiences to make future decisions.

Although still in its early stages, the potential benefits of AI are vast, from streamlining businesses to improving healthcare outcomes. It’s exciting to see how this technology is changing the world and how we can harness its power for the greater good.

Popular AI Use Cases

Artificial intelligence use cases are vast, ranging from healthcare and finance to transportation and security.

You must have seen AI-powered chatbots being used for customer service inquiries. These are very popular on ecommerce websites and offer a personalized shopping & browsing experience.

Artificial intelligence is also being used to improve facial recognition software in security applications, as well as for automating predictive analytics in finance and banking.

Not to forget, the healthcare industry is rapidly adopting AI technology to reduce costs, improve diagnosis and treatment accuracy, and provide better health services to patients.

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And, we are sure, you must be familiar with Apple’s Siri, Amazon’s Alexa, and Google assistant – they’re all powered by AI!

Now that you understand the term artificial intelligence and its applications let’s look at the pros and cons of AI.

What Are The Advantages & Disadvantages Of AI?

Any technological advancement has its pros and cons, and AI is no exception. While it has a huge positive potential to revolutionize the world, some serious drawbacks must be considered before investing in AI technology.

Let’s study some advantages of artificial intelligence and its possible downsides as well.

Artificial Intelligence Advantages

1. Minimum-to-No Errors

One of the key benefits of AI-driven systems is their extreme accuracy and reliability.

Unlike us humans, machines do not make mistakes simply due to fatigue, distractions, or emotional biases. Thus, they can perform tasks with unmatched precision and consistency.

This is the differentiator in industries where human error can be costly, such as healthcare, finance, space exploration, etc.

2. Increased Productivity

People are amazing; human intelligence, grit, and work ethic can do magic when used to their full potential.

But human resources have limitations. Our attention and focus span often decrease with time, resulting in lower productivity levels.

Sitting too long in front of a screen can make us tired and sloppy. Even if we start the day fresh, we might have something else on our minds, like a breakup or a sports team losing. It’s “natural” but that’s the thing.

Unlike humans, computers and programs don’t get tired – AI can work round the clock with the same levels of energy and enthusiasm, boosting business productivity.

3. Improved Decision-Making

AI-driven decision-making is fast, unbiased, and driven purely by data. No personal opinions or judgments are considered when making decisions, thus eliminating any potential bias.

This is particularly advantageous when decisions are difficult and can be adversely affected by emotions or personal opinions – legal, political, and financial matters, for example.

4. Enhanced Automation

AI-driven systems can take over mundane, repetitive tasks to free up human resources for more creative, innovative tasks.

This helps streamline the process and makes it easier to manage large volumes of data with minimum human intervention.

In email campaigns, for example, AI can take over the task of sending out 2-3 emails a week. This frees up time and resources for more creative content and allows marketers to tailor their emails to different target audiences better.

5. Increased Accessibility And Availability

A human being will always need time off. Whether it’s for vacation, health reasons, or fulfilling a family commitment, we humans need to take a break.

AI-driven technologies, on the other hand, are available 24/7. They don’t get sick, don’t need breaks, and can be accessed from anywhere in the world.

This better accessibility and 24/7 uptime make artificial intelligence a great tool for businesses, especially to perform repetitive jobs. Why? They keep doing the same task with the same precision, accuracy, and quality without getting fatigued, over and over again.

6. Cost Efficient

AI-driven systems are cost-efficient in the long run.

While an initial investment is required for setting up such a system, the ROI is higher in the long run since AI-driven systems require no additional labor costs or salaries.

They also do not need to be trained or upgraded regularly, meaning the cost of maintenance is quite low.

Therefore, when used correctly and efficiently, AI-driven systems can help businesses reduce costs while also improving productivity.

7. Countless Applications

While human beings can wear multiple hats to do different jobs, AI robots can do infinitely more.

From facial recognition and natural language processing to motion tracking and computer vision, the possibilities are endless with AI.

Similarly, machine learning algorithms can be used for predictive analytics, allowing businesses to identify potential opportunities and risks before they happen. AI-driven systems can also help in identifying customer preferences and predicting customer behavior.

8. Improved Security

AI-driven systems offer enhanced security and better protection of sensitive customer data.

AI-driven authentication mechanisms can identify malicious users who are trying to gain unauthorized access to data and systems.

AI-driven systems can also monitor user activity in real time, detect anomalies, and alert administrators to potential threats.

These technologies are essential in today’s digital world, where cyber security is paramount.

AI-driven systems are also much more efficient at detecting and blocking fraud, thus keeping businesses safe from potential financial losses.

Artificial Intelligence Disadvantages

Despite all the advantages of artificial intelligence, it comes with some drawbacks. Let’s look at a few artificial intelligence disadvantages.

1. Lack Of Emotion & Critical Thinking

AI-driven systems lack the ability to understand human emotions and empathize with people.

This means that AI-driven systems are not equipped to respond to emotional cues and cannot provide the same level of customer service as a human being.

Also, AI-driven systems cannot think critically and make decisions based on emotions. This can be a major limitation when providing customer service or making complex decisions.

2. Unpredictable Behavior

AI-driven systems can perform complex tasks and make decisions quickly, but they are not infallible.

AI-driven systems can face unforeseen errors and exhibit unpredictable behavior in certain situations.

This means there is a lack of control over the system, which can lead to undesirable outcomes.

3. Job Losses

The increased use of AI-driven technologies could lead to job losses as machines take over human labor.

This could significantly impact the economy, leading to a reduction in purchasing power and an increase in unemployment.

Therefore, AI-driven technologies must be used responsibly, and their impact on the job market should be considered carefully.

4. Ethical Issues

The increased use of AI-driven technologies has also raised ethical concerns, as they can be used to manipulate data, influence public opinion, and even control people’s behavior.

The potential for misuse of AI-driven technologies is real, meaning governments and businesses need to be aware of the ethical implications of using these technologies.

5. High Cost

The cost of developing and deploying AI-driven technologies can be quite high, making them inaccessible to large businesses and highly advanced organizations.

Therefore, it is important for businesses to consider the cost implications before investing in advanced AI-based technologies.

Overall, artificial intelligence offers numerous benefits like digital assistance, high productivity & efficiency, improved security, and more.

However, artificial intelligence disadvantages like lack of empathy and unpredictable behavior mean it can’t imitate the human brain.

The ethical issues and high implementation costs also signify that AI can’t entirely replace human resources.

Should You Adopt Artificial Intelligence?

Being diplomatic, we’d say: “only you can decide if AI is the right choice for your business” or “you have to weigh the pros and cons of AI” — that’s nonsense!

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The truth is that AI offers excellent potential for businesses of all sizes, and it’s becoming a requirement to stay relevant in today’s tech-driven world.

Businesses and individuals that know how to leverage AI-driven technologies can see improved efficiency, cost savings, and a competitive edge over their peers.

So, yes, you should definitely consider adopting AI-driven technologies for your business. The long-term benefits could far outweigh the risks that come with it.

Strategically Integrate Artificial Intelligence For Maximum Benefits

While AI has many advantages, it should be approached with caution.

Incorporating artificial intelligence without a proper plan or human oversight can lead to vulnerabilities. For instance, uploading content without fact-checking could risk a decline in your reputation or visibility on platforms like Google.

Moreover, while isolated AI projects may bring success, you need to ensure scalability and plan for the long term to maintain your success.

Comprehensive planning, fact-checking, and human oversight are essential to ensure that the AI-driven technologies you adopt actually deliver tangible benefits.

Sounds complicated? Check out this AI Bootcamp that offers a holistic approach to understanding and leveraging AI for your brand and team’s success.

Or, if that sounds too much work, let Mongoose Media infuse the power of AI into your marketing and business. We offer premium AI content at near-freelance pricing, allowing you to benefit from artificial intelligence without breaking the bank.P.S.Our Pinterest Services (backed by AI tools) are worth checking out!

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Resilience, flexibility and creative thinking under pressure are all traits that digital marketers innately possess. And these also just happen to be the ingredients for success during times of uncertainty, which is why the demand for passionate people in this space has never been higher.

In this article, you will learn why this is the best time to start your digital marketing career (even as a complete beginner).

Why Digital Marketing and Why Now?

Digital marketing has drastically evolved over the last decade and continues to change with each new iteration of our favorite platforms and analysis tools. But no matter what changes may come in the future, one thing is clear, digital marketing will continue to thrive. 

This is due to a lot of factors, but one main one is the large number of new businesses being created every single day. The U.S. Census Bureau states that on average there are about 2-4 million new business applications filed every single year. 

But as you’ll see from the image above, this average has increased dramatically since the start of the pandemic. In fact, in 2021 there were 5.4 million new business applications in the U.S. which was the highest of any year and a 53% increase from 2019. 

That’s millions of new businesses which now need help with creating and growing their digital presence.

And in knowing this, it’s no surprise that interest in this career path has also been on the rise.

Digital Marketing Is An In-Demand Skillset

So we now know there’s an increase in interest in learning these skills. But what about the demand from employers?

Well, over the past year we’ve seen a 12.2% marketing job growth according to data presented by Deloitte. Companies surveyed by Deloitte also estimated a further 10.5% marketing hire increase over the next year.

Not to mention that LinkedIn reported ‘Digital Marketing Specialist’ as the most in-demand job title based on volume of postings on the platform.

But these roles don’t look the way they used to.

According to a study done by Upwork, it’s predicted that 36.2 million workers in the U.S. will be fully remote by 2025. That’s an 87% increase from pre-pandemic rates.

This means that not only is there an increase in demand for people working in digital marketing, but employers are significantly more open to people working for them in whatever way suits them best. 

We’re no longer (necessarily) bound by the 9-5 workday, full-time working relationships, or even being in the same geographic location as our employers. We can work when we want, how we want, and from wherever we want. 

So we now know there’s demand and flexibility – next, let’s get into what it really means to be a beginner in the world of digital marketing.

Digital Marketing is Incredibly Beginner-Friendly

Some of the most brilliant digital marketers you’ll come across have no formal qualifications in the marketing field. But what they do have are skills, passion, and practical experience built through determination and a willingness to work from the ground up. 

And that’s because unlike in many other fields, people looking for talent in this space don’t place nearly as much importance on having decades of experience or years of formal training on your resume. 

Digital marketing itself hasn’t even been around for that long, and many universities and colleges still don’t offer practical training on the subject. The marketing world is evolving so quickly that by the time you finish a four-year degree on the subject, you would have to begin all over again to learn about all the changes. 

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Instead, employers are a lot more interested in well-rounded soft skills. So this might just be the career path for you if you are able to:

• Commit to lifelong learning
• Continuously innovate and explore new creative ideas
• Lead and inspire, but be willing to work effectively as a part of a team
• Be both creative and analytical in your approach to your work
• Have general knowledge of the field but be a specialist in a few key subjects
• Take risks and back yourself 
• Embrace setbacks as learning opportunities
• Approach every new task with flexible thinking and without bias

And with access to so many amazing self-paced digital marketing courses, it’s easier than ever before to upskill yourself in the more technical skills required.

Skills You Need to Succeed as a Digital Marketer

We’ve already discussed some of the softer skills and traits that can make someone an excellent digital marketer. But of course, technical skills are a large part of your success in digital marketing too. 

As you’ll notice from the image below, the top in-demand skills in the marketing world on LinkedIn are: social media marketing, paid search, social media, search engine marketing, and marketing in general.

In addition to the above, as a digital marketer, you might also have to be across the basics of:

• Search engine optimization
• Email marketing
• Influencer marketing
• Copywriting
• Data analysis
• Video marketing
• … and more

The key here is not to overwhelm yourself by trying to specialize in all areas, as no one will expect this of you. A positive attitude, passion for your work, and a willingness to upskill yourself in areas you’re not confident in as you go, are what will matter most in your digital marketing career.

And if you ask seasoned digital marketers what their career path has looked like up to this point, they’ll likely say it’s been like a Jackson Pollock painting. It might not make sense to people who don’t work in the field, but to them, it’s a beautiful masterpiece of diverse skills coming together and acquired over time.

So if you’re ready to get into a career that’s bold, versatile, exciting, and rapidly evolving – digital marketing might just be the right fit for you.

The post Why 2023 Is The Best Time to Begin Your Digital Marketing Career appeared first on DigitalMarketer.

You’ve probably heard the terms, inbound traffic and outbound traffic. This is an important concept to understand because it applies to everything you do with paid marketing. In our Paid Traffic Mastery course, we teach the core concepts you need to win with paid traffic. And understanding what inbound vs outbound traffic is, is a core concept of paid traffic marketing.

Inbound Traffic Is Traffic That Is Actively Seeking A Solution

Potential customers are considered inbound when they come to your website or the network you’re advertising on. In digital marketing, you can achieve this through great content marketing, search engine optimization, or paid advertising.

The best example of this is Google search. Let’s say somebody goes to Google and says, “I need a new garden hose.” If you sell garden hoses, that’s inbound traffic.

Outbound Traffic Is Traffic You Push Your Message In Front Of

Outbound traffic is interrupter marketing. Potential customers aren’t looking for you. They’re not looking for a solution.

The best example of this is social media ads, or more generally, paid traffic. These ads show up inside the newsfeed or inside the Google display network or wherever you’re advertising.

If you’ve done your research and completed a Customer Avatar Canvas, you know who you can successfully advertise to. You target these potential customers because you think they might be interested in your product. So you push your message in front of them.

Is Inbound Or Outbound Traffic Better?

I could spark a nerd war if I tried to tell you that inbound was better than outbound or vice versa. So, here’s the truth…you need both inbound marketing and outbound marketing. But each tool needs to be used when it’s applicable.

My dad says, “if you’re good with a hammer, you think everything’s a nail.” If you’re really good with inbound marketing, you’ll often find yourself trying to use inbound traffic when you might need to be using outbound traffic, and vice versa.

When To Use Outbound Traffic

Say you invented a new whiz bang gizmo that nobody’s ever heard about. There’s no inbound traffic for that, right? Nobody is searching for your product because it’s brand new. At this point, you don’t have a list, so email marketing won’t work. What can you do?

In this case, you have to use outbound traffic to raise awareness.

When To Use Inbound Traffic

Now flipping that coin, let’s say you solve a serious problem. Let’s say you’re an emergency plumber. The second my toilet is clogged, I’m going to be desperate to find you. Where do people go when they need something? They head to the search engines, of course. Remember, social media platforms act as search engines, too.

In this case, the incoming traffic from search is extremely valuable. This is the reason you should pay to put yourself and your business out there. As long as the ads can effectively be monetized, you should pay to play.

Deciding Between Inbound vs. Outbound Traffic

Think about where your business could benefit from inbound traffic. Then think about where it could benefit from outbound traffic.

The answer for many businesses is that you probably need a combination of both.

Search Ads Are The Ultimate Inbound Traffic

What’s cool about search ads is you show up above the fold. What does that mean? When you open a web page, the point where the content ends before you have to scroll to see more, is the fold.

Anything that isn’t visible until you scroll is considered “below the fold.” As a rule, “above the fold” content is the most valuable real estate to own.

The good news is, Google prioritizes ads above everything else.

Before the map listings, structured snippets, or organic rankings, are the search ads. Why does Google prioritize search ads? Because that’s their primary monetization opportunity.

You may hear people say, “well, I don’t click on ads.” The data says otherwise.

The truth is that 95% of all traffic does skip over the ads. They go directly to an organic search result. BUT…67% of high commercial intent searches result in a paid click. High commercial intent means that somebody is ready to buy and will happily click your ad.

What does it tell us if 95% of general searches skip the ads, but two thirds of commercial intent searches click it? It tells us that people use organic traffic to learn. But when they’re ready to buy, paid traffic is the most valuable traffic.

Having a hard time picking between inbound and outbound traffic? The Paid Traffic Mastery course will make you a master at both!

The post The Difference Between Inbound And Outbound Traffic appeared first on DigitalMarketer.

In our Paid Traffic Mastery course, we bring together four of the world’s top paid advertising leaders to share the foundational knowledge you need to know to win with paid traffic. One of the first lessons they share is common terms and acronyms every paid advertising professional should know.

These Are The Term To Know Before Running Paid Ads

Search Engine Marketing or SEM

Search engine marketing is a broad marketing strategy term that includes search engine optimization, content marketing, as well as paid ads. 

Social Media Marketing or SMM

Social media marketing is limited to social media channels and includes organic and paid traffic.

Conversion

A conversion is the desired action you want someone to take on your website or funnel. A conversion event typically includes a time or money commitment on behalf of the customer. 

Conversion Rate

This is the percentage of prospects landing on your page or taking you up on your offer.

Cost Per Click or CPC

Cost per click means that your ad campaign is billed each time someone clicks a button, link, or directly on your ad. 

Cost Per Thousand or CPM 

Cost per thousand is charged for every 1,000 impressions. An impression happens anytime someone lands on the page where your ad is placed. (Don’t ask us why it’s CPM…it’s just weird.) 

Click Through Rate or CTR

Click through rate is the percentage of potential customers who saw an ad and clicked on it. This metric is a good indicator of the quality of your ad copy and media. 

Cost Per Acquisition or CPA

Cost per acquisition is the expense incurred to acquire a new customer.  

Return On Ad Spend or ROAS

Return on ad spend is the amount of revenue earned per dollar of ad spend.

Return On Investment or ROI

Return on investment describes how much you get back after calculating the entire cost of the ad campaign. When calculating the ROI, costs can include agency fees, copywriting, graphic design, video production, call tracking, etc. 

Lifetime Value or LTV

Lifetime value is the long-term value of a customer. 

Urchin Tracking Module or UTM

The Google Analytics we know and love started out as Urchin Software Corporation. The term just stuck around after Google bought Urchin in 2005. The term Urchin tracking module (not universal tracking mechanism or Uncle Tom’s marmalade) is a piece of code that is tacked onto the end of the URL. The code is pushed to the search engine whenever someone clicks through the ad. 

Use this list of common terms to impress your friends at a dinner party, or to share with your paid advertising clients. It’ll get everyone on the same page and avoid confusion down the road.

NOTE: This content came directory from DigitalMarketer’s Paid Traffic Mastery Certification.

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