Blog on online
marketing topics

Here you will find blog posts on current and interesting online marketing topics, as well as helpful guides and current performance marketing trends. Good luck with your implementation! 

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From
Phillip
-
5
Min. reading time
TikTok

TikTok Creator Marketplace

What is the Creator Marketplace at TikTok?

The Creator Marketplace is a central platform for connecting advertisers and over 500,000 content creators on TikTok. It contains up-to-date information and statistics about the creators and their content. In addition, a filter function allows precise searches according to certain criteria, such as the age and gender of the target group or the topics of the videos. This allows advertisers to search specifically for content creators who are an optimal fit for their campaign, invite them to collaborate, and ultimately get in touch with them. During the ongoing campaign, a reporting tool is available to view the results of the cooperation, thus simplifying further planning. All Creators bring at least 100,000 followers (in total) and 100,000 likes (in the last 28 days), guaranteeing high quality.

The overview of Creator in the Marketplace

What are the benefits of working with content creators?

It's not for nothing that collaborations with content creators on Tiktok are becoming more and more popular - they bring some advantages in marketing products and services and are therefore interesting for many advertisers with different backgrounds and goals.

Credibility

Especially with new, unknown products and services, gaining credibility is a hurdle and can take some time. Content creators can accelerate this process through personal promotion. Their reach and awareness speak for themselves and immediately establish trust, which ultimately leads to conversions more quickly. In addition, unboxing or testing videos, for example, provide an unbiased look at the application and can further increase credibility.

New target groups

Content creators are an excellent way to tap into new target groups. Often the creators already bring a large community with them, which can significantly expand the existing target group. In this way, people can be made aware of the product or service who would otherwise hardly have come into contact with it.

Expertise

Content creators on TikTok are experts in their field. They are well versed in the production of videos, features and trends on the platform and offer full support in the optimal implementation of the campaign.

Statistics

Engagement rate of 9.38% on average for videos with content creators
Ad recall of 62% on average for videos with content creators
Click through rate on average 14% higher than videos without content creators
View rate on average 70% higher than videos without content creators

Source: TikTok

How much does a cooperation with Content Creators cost?

The costs differ depending on the creator and depend on the reach and engagement rates, so no concrete statements can be made. Experience shows that a post from a creator with 100K to 500K followers costs a three-digit amount, from 500K it becomes four-digit. From one million followers, 2,000€ are often due.

From
Phillip
-
5
Min. reading time
TikTok

TikTok Branded Effects

TikTok Branded Effects

What are TikTok Branded Effects?

When creating videos on TikTok, there are a variety of effects to choose from, which are incorporated into the recording. This can be, for example, a changed background, a filter for the face or an interactive game. Effects offer users an extremely high entertainment value and are an essential part of video creation.

A Branded Effect is therefore an effect that is sponsored by a company and therefore contains attributes that clearly represent the brand name, products, or special activities related to the brand. The effect appears in the effect selection and can be used immediately. In addition, a call-to-action can be displayed when it is used, thus linking directly to an external page.

Types of Branded Effects

TikTok divides its effects into four categories, each with different design styles and features: 2D, 2D Pro, 3D and Gamified

2D

This category includes two-dimensional backgrounds and foregrounds, as well as masks that follow the face in motion. Also, some 2D effects can respond to gestures with the hand and face.

2D Pro

Effects of the 2D Pro category allow advanced changes of the face in make-up, hairstyle and eye color.

3D

3D effects are particularly sophisticated and include three-dimensional objects that appear on the body or in the environment. These can be such things as hats, masks, accessories, objects, animals, etc., which are rendered in a detailed and realistic way. 

Gamified

As the name suggests, effects in this category consist of a game in which the user can participate interactively. In this case, movements of the body and face are used to control elements of the game and achieve a score.

Advantages and possibilities of branded effects

Branded effects offer advantages along the entire marketing funnel. At the top and middle of the funnel, the use of the effect can engage a wide range of people, greatly increasing brand awareness. The target audience remembers Branded Effects, with which they actively interact and incorporate personal creativity, much better than ads that they only passively perceived in the feed. For this reason, the connection of potential customers to the brand also increases and ultimately, at the bottom of the marketing funnel, the number of purchase decisions also increases. A special feature of TikTok is the predominantly young community, which can be reached very well especially via interactive brand experience in the form of effects.

With branded effects, there is also the possibility that an effect, possibly in connection with an activity, is particularly well received by the community and develops into a viral trend. In this case, posts with this effect spread particularly quickly and are displayed to many users on the For-You page - this is where most time is spent exploring new content. A branded effect that goes viral in this way has an immense impact on reach, on brand image, and ultimately on sales.

Gamified Branded Effect: Bomb Pop by Wells Enterprises TikTok: @cocoquinnb
From
Phillip
-
5
Min. reading time
TikTok

TikTok Branded Hashtag Challenge

What is a Branded Hashtag Challenge?

A Hashtag Challenge on TikTok is created by tagging an action (e.g. dance, humor, sports activity) with a unique hashtag so that it can be replicated by users and posted again under the hashtag. Ideally, the hashtag achieves popularity and is displayed to many more users on TikTok's For You page - where users spend the most time and discover new content - accelerating growth and creating a new trend.

When brands sponsor a hashtag challenge, it's called a Branded Hashtag Challenge. There are three ways to start a Branded Hashtag Challenge.

  1. Organic distribution: Here, the Branded Hashtag Challenge is started in the original way. You think of an interesting or funny challenge that is easy to imitate and give it a catchy hashtag. Each hashtag also has a hashtag page where all content published with that hashtag can be seen. Now the community must be encouraged to continue the trend. Influencers can be called in to promote the Branded Hashtag Challenge.
  1. In-Feed Ads: In order to make more users aware of the Branded Hashtag Challenge, paid advertisements can be placed. Here, it is possible to perform detailed targeting, reaching the appropriate target group. The video that guides the challenge then appears in the user's feed alongside all other videos. From there, the users themselves continue the trend by imitating the Branded Hashtag Challenge and posting it again.
  1. Collaboration with TikTok: With full collaboration, TikTok offers a kind of "total package" to the Branded Hashtag Challenge. This consists of creative consulting, cooperation with creators, music selection, TopView placements and an individualized hashtag page.

What are the benefits of a Branded Hashtag Challenge?

Proximity to the community

Anyone can participate in a Branded Hashtag Challenge. This point distinguishes it from simple ads that users see in their feed. This involvement immerses the target group deeper into the brand and perceives it as an experience - creating a close connection and thus building a community. Branded hashtag challenges have a comparatively high average engagement rate of 17.5% (source: TikTok) and therefore appeal to more people, which can be attributed to the involvement of the community. 

Effective dissemination

Compared to usual ads, Branded Hashtag Challenges show a 4.5x higher brand awareness, furthermore users remember a Branded Hashtag Challenge up to 4x better than an ordinary ad campaign (source: TikTok). Therefore, the concept is an effective way to build and sustainably spread a brand identity.

Long lasting results

The ROAS of Branded Hashtag Challenges according to TikTok speaks for itself: 90% of BHC achieve at least a 2.5x higher ROAS than ordinary campaigns, 50% even at least a 5x higher ROAS. The organic activity of a Branded Hashtag Challenge contributes about 50% of the ROAS (source: TikTok & Nielsen), even beyond the actual period of the challenge.

Virality possibility

There is a possibility that a Branded Hashtag Challenge will not only become popular, but viral. In this case, the challenge spreads particularly quickly, reaches a large proportion of users, and achieves a very high number of interactions. Thus, the Branded Hashtag Challenge moves away from the pure advertising character and offers a unique opportunity to positively change the brand perception for the comparatively young target group on TikTok. A special feature of this target group is that it can be reached particularly well via user-oriented content. This is particularly successful via TikTok, as it is the most frequently used social media platform for many young people.

Example of a Branded Hashtag Challenge

Commerzbank was the first German financial institution to venture onto TikTok with a Branded Hashtag Challenge. Under the hashtag #freshmoneyfever, the predominantly young users were asked to get creative and post videos with humor and individuality on the topic of money and finance. To create an incentive, the winner was to receive a current iPhone. Commerzbank relied on some very popular German TikTok influencers to spread the challenge, as it did not have its own TikTok page at the time and needed to achieve a certain reach.

The results were very positive for Tik-Tok newcomer Commerzbank. The hashtag reached over one billion views within eight days and the engagement rate was up to 19%.

Commerzbank: #freshmoneyfever
TikTok: @paulomuc
From
Phillip
-
10
Min. reading time
online marketing

Register with online marketing abbreviations and terms

The 100 most important online marketing abbreviations explained simply:

A/B Testing

A/B testing is a method in which two different versions of websites, apps, advertisements, etc. are tested on a target group, thus enabling a direct comparison of performance.

Ad - Advertising

Advertising, or ad for short, is the English term for publicity. Advertising - by definition - is the dissemination of information by companies in order to gain notoriety, maintain a certain image and ultimately increase sales (in the case of for-profit companies).

Ad Creative

The ad creative is the visual or audible element of an ad and an influential factor on performance. The creative can be an image, video, or audio and should convey a consistent brand image and evoke a positive response from the audience.

Affiliate marketing

Affiliate marketing is the term used to describe the cooperation between a merchant and a marketer (affiliate). The merchant provides suitable advertising material, which the affiliate uses to promote the product/service on its websites. If the affiliate is successful, he is paid a commission.

AI - Artificial Intelligence

Artificial Intelligence is the concept of transferring human learning and thinking behavior to a computer. The goal is that the computer does not have to be programmed for every situation, but finds solutions on its own and can therefore handle tasks independently without further input.

AOV - Average Order Value

Average Order Value is the average order value of a website or app. Increasing the AOV is a way to increase direct sales and is often cheaper than acquiring new customers, as no new transaction costs are incurred.

Audience

The English term "audience" can be translated as "target group" in the context of online marketing. This target group can correspond to the entire population, but it can also be precisely defined according to various criteria (age, gender, interests, web activity, etc.). 

B2B - Business-to-Business

Business-to-business (B2B for short) is the term used to describe business relationships between at least two companies for the trade of products and services.

B2C - Business-to-Consumer

Business-to-consumer (B2C for short) refers to the business relationship between companies and the end consumer of the respective products or services. 

Backlink

Backlinks are links that refer to a website from another website. The number of backlinks on external websites can be an indicator of the popularity of the website and therefore plays a role in the search engine ranking.

Bounce rate

The bounce rate is an indicator for the performance of a website or an advertisement. The bounce rate represents the number of users who leave a website after only a short stay, i.e. they visit only one subpage or stay on the page for only a few seconds.

CAC - Customer Acquisition Costs

Customer Acquisition Costs are the average costs incurred to acquire a new customer. The aim of companies is to minimize CAC in order to increase efficiency and profits. 

CD - Corporate Design

The term corporate design refers to the overall appearance of a company and the communication of a uniform corporate identity. Components of corporate design include the company logo, product design or advertising materials, which should offer a certain recognition value in order to increase brand awareness.

Churn rate

Churn is a combination of the words "change" and "turn". The churn rate refers to the number of "churned" customers, i.e. customers who no longer use the product/service, in relation to the total number. The churn rate is therefore an indicator of changes in the customer base.

CLV - Customer Lifetime Value

Customer lifetime value is the average value that each customer has for the company over his or her entire "customer life," including both past and future transactions. The key figure therefore provides information about the customer base and the acquisition of new customers.

CMS- Content Management System

A content management system is a software with which web content in text form, images, videos, etc. can be created, published and managed. This can be done even without programming knowledge, since it works via a graphical user interface.

Conversion

The English term conversion describes the case where a user performs an action desired by the advertiser/seller, for example, makes a purchase/registration, etc. The term conversion is used to describe the process of conversion. Conversions can be different actions and depend on the goals of the advertiser/seller.

Cookies

Cookies are small data packages (text files) that are created by a website and stored in the user's browser. Cookies can be used to store information about behavior, such as the duration of website visits or whether the website has already been visited. This information can be used for advertising purposes and optimizing the user experience, among other things.

CPA - Cost-per-Action

Cost-per-action (CPA) is a cost model in online marketing in which costs are incurred by advertisers as a result of a certain action by users - for example, sales or the "add to cart" action. In contrast to cost-per-click (see entry), no costs are incurred by merely clicking on the advertisement/linked website. The formula for calculating the CPA is: expenditure / actions = CPA.

CPC cost-per-click

Cost-per-click (CPC) refers to a cost model in online marketing in which costs are incurred by clicking on the advertisement/linked website. The formula for calculating the CPC is: expenditure / clicks = CPC.

CPL - Cost-per-Lead

Cost-per-lead (CPL) refers to a cost model in online marketing in which costs are incurred by contacting potential customers. Lead forms are mainly used by companies where a direct purchase on the website is not possible - for example, physical services. The formula for calculating the CPL is: expenditure / leads = CPL.

CPM - Cost-per-mille

Cost-per-mille refers to a cost model in online marketing in which the costs are incurred by every 1000 impressions (views of the advertisement). A distinction is made between gross CPM (multiple views included) and net CPM (number of actual persons). The formula for calculating CPM is: expenditure / thousand impressions = CPM.

CPO - Cost-per-Order

Cost-per-order (CPO) refers to a cost model in online marketing in which costs are incurred through a purchase on the website. New customers and returning customers are recorded. The formula for calculating the CPO is: expenditure / purchases = CPO.

CPS - Cost-per-Sale

Synonym for CPO

CPV - Cost-per-View

Cost-per-view refers to a cost model in online marketing in which costs are incurred per view of the ad. The formula for calculating CPV is: expenditure / views = CPV.

CR - Conversion Rate

Conversion rate is the percentage of interested people who perform the desired action (conversion) on a website. Conversions can be purchases, signups, contacts, etc. and depend on the seller's goals.

CRM - Customer Relationship Management

Customer relationship management is to be understood as a strategy to plan and control all interactive customer processes. Methods such as the documentation and evaluation of customer conversations can be used here. The aim is to optimize customer orientation in the long term.

CRO - Conversion Rate Optimization

Conversion Rate Optimization refers to the process of increasing the number of conversions (desired actions) on a website. It involves determining how users move across the interface and what possible reasons might be against a purchase.

CSS - Cascading Style Sheets

CSS is the name of a programming language used to specify the design of electronic documents without changing the content. In this way, among other things, color, font or layout can be adjusted. 

CTA - Call-to-Action

The term call-to-action can be translated as request for action. Here, the potential customer is to be instructed to take a specific action with certain expressions such as "Inform now" - often in combination with a link. In this way, it is possible to achieve more direct purchases or desired actions.

CTR - Click-through-rate

The click-through rate is the number of clicks on a link in relation to impressions and thus measures the popularity of a particular ad. The formula for calculating the CTR is: clicks / impressions * 100.

CX - Customer Experience

Customer experience refers to the overall experience that customers have with a company. This includes all touchpoints such as initial contact, information procurement, purchase, etc. The goal of companies is to optimize the CX in the long term.

D2C - Direct to Consumer

Direct to consumer is a concept in which a company is in direct contact with the end consumer. The product is marketed directly to the customer and no intermediaries or platforms are deliberately involved. D2C is more cost-effective than distribution via other dealers, and it also enables improved communication with customers.

eCPM - Effective-Cost-per-Mille

The eCPM is an indicator for determining the profitability of advertising. It indicates the estimated revenues that can be generated with an advertising medium with 1000 impressions and thus differs from CPM (see entry).

Engagement rate

The engagement rate describes the number of interactions on a social media page in relation to its followers and is an important indicator of the quality of the content. The ER is calculated as follows: Total engagement per post (all likes, comments, shares) / reach per post * 100.

FAQ - Frequently Asked Questions

A FAQ is a collection of frequently asked questions and frequently occurring problems. This is intended to make it easier for users to get solutions and to spend less effort searching or contacting them, which improves the user experience.

FB - Facebook

With around 2.9 billion users, Facebook is the world's largest social media platform and is operated by Meta Platforms. The network brings with it functions suitable for both private users and companies, including sharing posts, placing ads, communicating via (group) chats, and creating events.

Frequency

The term Frequency refers to the frequency with which an advertisement is displayed to each user. A suitable frequency should be found at which multiple confrontation occurs, but the ad is not perceived as annoying.

Funnel

In the context of online marketing, funnel refers to the development of a (potential) prospect into a buyer. This process starts with a large number of prospects, from whom more and more "jump off" as the buying process continues, until only a few actual buyers remain at the end.

GA - Google Analytics

Google Analytics is a free analysis tool for websites and their user data. It provides details about the traffic on a website and thus helps to improve the performance and search engine ranking of a website and to optimize the content.

Google Search Console

Google Search Console is a free analysis and service tool from Google. With the help of this tool, the presence of a website in the Google search engine can be monitored and optimized with recourse to analysis data, and it also includes warnings about malware and unnatural backlinks.

Hyperlink

A hyperlink is a cross-reference in an electronic document. Jumps between several places in a document are possible, but also the connection of different documents. When the hyperlink is executed, the target is called up immediately.

IG - Instagram

Instagram is a social network from the operator Meta Platforms, which specializes primarily in photos and videos. Users can share, like and comment on posts and stories, and the platform also offers a range of image and video editing options. Instagram also offers advantages for companies, since paid advertising can be placed or a brand or company profile can be used to communicate with the community.

influencer marketing

Influencer marketing is a concept in which influencers (influence) with a large reach and a high degree of trust and credibility within their community are used for marketing purposes. It is often the case that the influencers are experts on the level of the product being marketed, which is why the interests of the community are addressed directly. 

Knowledge Graph

The term Knowledge Graph generally describes a system for searching and linking information. In addition to the specific search results, additional information can also be displayed in a search engine in order to simplify the search as much as possible.

Knowledge Panel

The Knowledge Panel is part of the Google Knowledge Graph and consists of a section of the Google search to the right of the search results, where more detailed information about the searched company is listed. This simplifies contacting and provides a better overview.

Keyword

A keyword is a search term that users enter in the search bar of search engines to start a search. For the ranking of a website in the search engine, the selection of suitable keywords is a decisive factor. 

KPI - Key Performance Indicator

A key performance indicator is an indicator that measures the success or performance of a certain unit. This unit can be the entire company or an individual machine. KPIs thus play an important role in increasing efficiency.

KUR - cost-turnover ratio

The cost-turnover ratio represents the costs incurred (e.g. through advertising in relation to sales and is therefore an important indicator of profitability in marketing. The CUR is calculated as follows: Costs / Sales = KUR

Landing Page

Landing page is the name of a website to which the user is directed after clicking on an advertisement or a link in this advertisement. Often, the landing page is customized to provide the potential buyer with a quick and easy way to make a purchase.

Lead

The term lead stands for contact with a potential customer, for example through a contact form. By voluntarily leaving their contact details, a prospect already shows a great deal of interest, which is why leads are an important part of building a solid customer base.

ODAX - Outcome-Driven Ad Experiences

ODAX refers to the targeted use of advertising on all meta platforms. In Ads Manager, a specific target (reach, leads, sales, etc.) is defined when campaigns are created, and the campaign can be optimized for this target in the subsequent setup.

OOH - Out Of Home

Out-of-home advertising is the term used to describe all advertising activities that take place in public spaces. These can include large posters, screens in the subway, or shopping bags.

Page Views

Page views are the number of times a website is viewed in the browser, which is why it is an important metric for website performance. 

Performance Marketing

Performance marketing is a strategy that focuses on the performance of the respective campaigns. Measurability (with KPIs; see entry) and optimization based on the measurements play a decisive role.

POS - Point of Sale

Point-of-sale is the (virtual) place where the sale of a product/service takes place and the customer has direct contact with it. The POS is a particularly relevant place in marketing and should be designed and organized to promote the processing of sales.

PPC - Pay Per Click

Synonym for cost-per-click

PPL - Pay-per-Lead

Synonym for cost-per-lead

PPA - Pay per Action

Synonym for Cost per Action (CPA)

PR - Public Relations

Public relations stands for the entirety of a company's communication in connection with the public. The aim of PR is often to build up a corporate image and brand awareness, including through social media, press appearances or public events. In this context, PR is not to be equated with advertising, as PR is not primarily aimed at selling products/services.

Programmatic advertising

Programmatic advertising is the term for the automated buying and selling of advertising space. Advertisers can purchase these advertising spaces in real time via an auction process and then play out their advertising.

Retargeting

Retargeting is a method in online marketing in which interested parties who have performed a certain action in connection with a product, service, etc. are shown a corresponding advertisement again. If, for example, someone has placed a product in the shopping cart but not completed the purchase, the chance of a purchase can then be increased by displaying a new advertisement for this product.

ROAS - Return-On-Ad-Spend

ROAS represents a key figure for evaluating the profitability of advertising and measures the revenue generated for each euro invested in advertising. The formula for calculating ROAS is: revenue / advertising expenditure = ROAS.

ROI - Return on Investment

ROI is a key figure used to determine the profitability of investments. The profit is set in relation to the capital employed (formula: profit / capital employed = ROI). ROI can be calculated for investments already made as well as for future investments (with estimated values).

SEA - Search Engine Advertising

Search Engine Advertising means "search engine advertising" and refers to the use of paid advertisements on search engine results pages and partner websites.

SEM - Search Engine Marketing

Search engine marketing is a concept for increasing the visibility of websites in search engine results. It comprises the two sub-areas Search Engine Advertising and Search Engine Optimization (see entries).

SEO - Search Engine Optimization

Search Engine Optimization is a term for measures to increase the visibility of websites in a search engine and thus also significantly improve the click-through rate. Optimization is performed for unpaid results and thus differs from search engine advertising (see entry).

SERP - Search Engine Result Page

The Search Engine Results Page is the English term for the page of a search engine on which the results are displayed after entering the search words. The SERP is composed of organic search results and paid ads.

SMM - Social Media Marketing

Social media marketing is a concept in which companies/organizations use social media to achieve goals such as improved brand or product perception or close customer relationships. The term includes paid advertisements and the management of a company or brand profile.

SOV - Share of Voice

The Share of Voice key figure refers to the proportion of a company's advertising that is shown as a percentage of the total number of advertisements. It is an indicator of the brand's visibility and therefore provides information about the company's role in the industry.

CPM - thousand contact price

See CPM

Traffic

Traffic means data traffic in a network and, in a narrower sense, accesses to a website. The traffic on a page can be increased by search engine marketing (see entry).

UGC - User-Generated Content

User-generated content is a type of content that is not created by the company itself, but by customers or users. For example, video clips, images, blogs or user reviews are suitable for marketing purposes to build a community and convey customer proximity.

USP - Unique Selling Proposition

The term Unique Selling Proposition describes a unique benefit that the advertised offer brings with it. USPs are intended to set the offer apart from the often large mass of competition and in this way convince customers to make a purchase.

UTM parameters

UTM parameters are extensions of a URL link that record the path a user took to reach the target website. In this way, it is possible, for example, to track which campaign attracted the interested party's attention to the website and made him visit it.

UX - User Experience

User experience is the entire experience that users have while using a product. Depending on the context, the focus may be on smooth functioning, fun or effectiveness. The goal of the company should be to optimize the UX through feedback or tests in order to ensure that customers have the best possible experience with their product.

WWW - World Wide Web

The World Wide Web is a globally accessible information system that enables the exchange of digital documents over the Internet. The components of the World Wide Web are hypertext systems, also known as websites, which in most cases consist of interrelated web documents.

YT - YouTube

YouTube is a video platform and a subsidiary of Google. It allows its users to upload videos for free and to watch and comment on other users' videos. YouTube places advertisements in front of many videos, which is why YouTube ads are used by many companies. Since 2014, YouTube has offered a premium version, which does not include advertising and ensures access to exclusive content.

404 error/ not found

404 error (also: not found, HTTP 404 or page not found) is a status code that states that the requested data cannot be found on the server. This can be the case for various reasons, such as the incorrect entry of the URL, a connection failure or the deletion or renaming of the page.

From
Markus
-
3
Min. reading time
Spark Ads

Facebook advertising library

The Facebook Ad Library:

Facebook's Ads Library is a very good tool to view the Facebook ads of other companies and people.

In addition, it is possible to see how long one or the other Facebook ad or creative has been running. Accordingly, the success of the respective creative can also be guessed 🏆.

In the Page Transparency section you can see when the Facebook page was created, which country its administrators are from and how many times the page name has been changed.

1. Go to https://www.facebook.com/ads/library
2
. Select the country or click on "all"
3. Select the type of ads.
4. search for the Facebook page from which you want to view the ads (pro-tip: you can't find your Facebook page? Then search the page directly on Facebook and copy the link. e.g. www.facebook.com/nybamedia. This way nybamedia is the page name. If you then enter this in the search bar of the Facebook Ads Library, you will find the page 100%)
5. You will see all active ads of the respective Facebook page. Have fun! 🥳

The example is from our customer Canton.

From
Julia
-
1
Min. reading time
TikTok

TikTok Ads: formats and sizes

TikTok Ads: formats and requirements

TikTok is a video-first entertainment platform. TikTok ads have the format 9:16 and thus fill the entire mobile screen. This brings the great advantage that your target audience pays full attention to your content without any distractions.

When creating your TikTok content, you should follow the platform-specific design. Since TikTok is a sound-on app, use the power of sound and add music or voice over to your videos. Because TikTok copies are limited to only 100 characters, you should integrate text elements directly into your videos. In addition, your content should look like organic TikTok content to seamlessly adapts to the user's feed. Furthermore, you can pick up trends from your industry, such as unpacking videos in the e-commerce sector.

For certain ad placements like InFeed Ads, you need to keep some spacing in mind when designing your videos. The TikTok handle, the copy or the call-to-action may overlap with your creative. The figure below gives you an overview of these distances:

From
Markus
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3
Min. reading time
Facebook

How do I know the Facebook and Instagram post ID?

Here's how to find the post ID on Facebook and Instagram:

Facebook: Post ID

1. go to business.facebook.com
2. under Business Settings, go to Page Posts
3. select the correct Facebook page
4. Under post details you will find the post ID

Instagram: Post ID

1. Go to Instagram profile
2. Click on the corresponding post

  1. Click on the three small dots in the upper right corner
  2. Click on the "Link" button in the middle

Copy the link of your post e.g.
https://www.instagram.com/p/CK_NCZPJiOxMGSO7Rv3SVMYXBcrixuPUlZrebc0/?igshid=YmMyMTA2M2Y=

The text in bold is your post ID.

From
Markus
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1
Min. reading time
Facebook

Delete Facebook advertising account

How to delete your Facebook advertising account:

  1. Go to business.facebook.com
  2. Go to Business Settings (How do I get there?)
  3. Select the advertising account you want to delete
  4. Click on the three small dots
  5. Click "Close account"

You can't close the advertising account?

You must be the administrator of the Facebook Ads account to delete it. If you have been assigned the ad account, instead of "Close account" it says "Remove", so you can permanently remove the ad account from your Facebook Business Manager.

From
Markus
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2
Min. reading time
Facebook

Verify Facebook Domain:

How to verify your domain on Facebook:

  • Go to Business.facebook.com
  • Click on business settings
  • Under "Brand Safety" go to "Domains". Click on Add Domain
  • Enter your domain in the field
  • Copy the meta tag from Facebook into the head section of your website
  • Change the status of your website with the new meta tag to live 
  • Click on "Verify domain"
  • The domain is confirmed by Facebook
  • Click "ready

From
Markus
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1
Min. reading time
Facebook

Find Facebook advertising account ID:

How to find your ad account ID in Facebook Business Manager:

Variant 1: Ad level

Facebook Business Manager -> Ads Manager

Variant 2: Business settings

Facebook Business Manager -> Business Settings -> Accounts -> Ad Accounts -> Select Ad Account
From
Markus
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1
Min. reading time
Facebook

Find Facebook Business Manager ID:

Where can I find my Facebook Business Manager ID?

  1. Sign up at business.facebook.com at
  2. Click on Company Settings
  3. Scroll all the way down and click on Company Info

There you will find your 16 character Facebook Facebook Business ManagerID

Can't get to your business settings because you've landed in Facebook's Meta Business Suite ?

How to get from Meta Suite to enterprise settings in 3 easy steps:

  1. Click Settings in the menu on the left
  2. Then on other company settings
  3. Welcome to Facebook's corporate settings:)
From
Markus
-
5
Min. reading time
Facebook

Facebook verification: this is how you get a blue tick for your Facebook page or profile.

This is how you really get a blue tick on Facebook:

This is the only article you need to read about the blue tick on Facebook. Here you will learn how you can really get the coveted verification on Facebook. I've been dealing with this topic for years and I also have the blue tick on Facebook myself.

Why is there a blue tick on Facebook?

The blue checkmark testifies to the authenticity of a profile. This is how Facebook wants to protect users from fake accounts on their own page.
You can apply for the blue tick for your official Facebook page or for your private profile. However, there can be only one verified profile on Facebook. Therefore, you have to decide which of the two you want to verify.
If you try to verify both profiles, you will receive the following email:

Only one verified page or profile is allowed on Facebook

Advantages private account:

  • Your friends list limit with 5,000 friends
  • It contains information about the user (hobbies, education, place of residence, family circumstances, etc.).
  • Only the profile owner can edit the profile and post messages.
  • Networking is done via friend requests. The limit is 5,000 friends.
  • Privacy settings allow you to set exactly who can see what information of your profile and who cannot.
  • Assigning friends to lists makes it easier to make posts visible to specific groups of people or to exclude them.
  • Posts from profiles are preferred by the Facebook algorithm.
  • In its terms of use, Facebook prescribes some rules that apply to profiles and that you should adhere to urgently:
  • Only one personal profile per person is allowed.
  • Profiles are not intended for primarily commercial use.
  • A profile is not transferable without Facebook's consent.

Advantage Facebook Page:

  • Ads, followers, add more tools like store, more insights to audience / target group
  • This is referred to as fans or subscribers.
  • Page contributions are always public, but target groups can be posted.
  • Pages are found in search engines and the content can be viewed even when logged out.
  • Pages can place advertisements.
  • There is no limit to the number of fans.
  • More fields and functions are available: Contact, Links, Location, Visits, Ratings, etc.
  • Page contributions can be scheduled.
  • Extensive statistics are available.
  • An imprint obligation applies.

These are the official specifications from Facebook:

The page or profile must not only comply with Facebook's Terms of Use and Community Standards,
but also the following criteria:

  • Be authentic: The page or profile must represent a real person, registered business or organization.
  • Be unique: The person or company has only this one page or profile. Only one page or profile can be verified per person or company. Exceptions apply to pages or profiles in other languages. We do not verify pages or profiles for general interests (example: puppy memes).
  • Be complete: The page or profile needs an "About" section, a page or profile picture, details about recent activities, and at least one post.
  • Be well-known: The page or profile must represent a well-known person, brand, or organization that is often searched for. We review pages and profiles that are mentioned in multiple news sources. We do not consider paid content or advertising as sources.

However, this will not help you much.

In practice, it is important to have a certain relevance. What does that mean exactly?


That can be a big YouTube account, a Wikipedia entry, a successful podcast, articles and posts in major publications, TV appearance or participation in a show, author of a book, musician, entrepreneur / company, politician, gamer, influencer or professional athlete. Basically, the blue checkmark on Facebook was created to show followers which account is the "real" one. Therefore, it is certainly also advantageous to be able to show that there are several fake accounts for your own person. The same applies to companies.

The fast way is, according to experience, if you can show one of these two things:

  • Google Knowledge Graph (not to be confused with Google My Business)
  • Wikipedia entry

However, having a blue tick on Facebook doesn't mean that it automatically gets you one on Instagram. However, it is more likely.

Important: the blue tick on Facebook cannot be bought and providers who sell a blue tick on Facebook are dubious. Even if a Facebook employee would verify your profile, it would not last long. Why not? Because Facebook would take it away from you after a very short time, since certain criteria have to be met for the blue tick. Even if you meet all the criteria, are verified, and then violate Facebook's policies, the blue tick can be revoked.

The good news is that it's much easier to get a blue tick from Facebook than from Instagram or Twitter.

You are sufficiently informed? Let's get it started:

  1. Click here for the official Facebook verification form: https://www.facebook.com/help/contact/295038365360854
  2. Choose a page or profile
  3. Upload a document type. For individuals, this is usually a driver's license, ID card or passport; for companies, it can be an excerpt from the commercial register, an electricity or telephone bill, or tax documents.
  4. Choose your category. Your category is not listed? Then choose "other
  5. Choose your country
  6. Name your audience. Do your followers have a specific name? Why do they follow you? What are their interests?
  7. You have a pen name or the name of your company differs from the official name, which is in the commercial register? Then you can indicate this under "also known as".  
  8. Facebook also wants proof that you meet the criteria for Facebook verification. This is probably the most important step in filling out the form. Here you can add links from PR articles, posts, TV shows, other profiles like Spotify, YouTube, Wikipedia, Amazon, IMDB, etc. Or you already have other verified social media profiles? Then you can add them here.

You have signed up in the Facebook form? Here's the good news: unlike Instagram, Facebook's feedback doesn't take 2-3 weeks to arrive. With Facebook's verification process, you'll usually get feedback on your application a few minutes after submitting the completed form. If you do not meet the criteria, you will receive the following email:

Cancellation from Facebook for the "blue tick"

However, don't let this discourage you, I got this email myself about 20-30 times before I was verified. Use this time to build your relevance and online presence.

Once you meet Facebook's criteria, you will receive this email:

Congratulations! 🥳

Commitment from Facebook for the "blue tick"

Facebook may also ask you for more information about yourself. That's a good sign! With this, you are "one round further", so to speak. Here I would recommend to enter all important info in a PDF and explain all content briefly, ideally in English. To give an example: You appeared on TV with your start-up on "Die Höhle der Löwen". It may be that the processor at Facebook does not know "Die Höhle der Löwen". However, if you explain that it is the German equivalent of "Shark Tank" and "Dragon's Den," he knows about the relevance of the show.

This is how the verified Facebook profile will look with a "blue tick": 

Verified Facebook profile

Final tip: If you don't have a knowledge entry on Google or a Wikipedia article and you are neither a professional athlete, author, musician nor a TV personality, PR is the easiest way for you to get a blue tick on Facebook. However, it is important to note that the posts and articles must not be ads / paid posts. These do not count. Therefore, I can only advise you against paid articles.

I wish you success in applying for the blue tick for your profile! 

If it worked out, feel free to write me a message :)

From
Julia
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1
Min. reading time
Google Ads

What is Google Tag Manager and why do I need it?

Here you can learn what a Google Tag Manager is and what you need it for: 

The Google Tag Manager (GTM) facilitates the implementation of web analytics tools such as Google Analytics or the TikTok or Facebook Pixel

The advantage of the Google Tag Manager is that you can collect all tracking tags in one central place and do not have to intervene in the source code of your website, your online store or your app for each tracking tool. The code snippet of the Google Tag Manager only needs to be included once in the source code. You can then easily integrate other tracking tools like the Pixel into the GTM.

With the help of Google Tag Manager, activities and interactions on your website are recorded, which you can then visualize and evaluate in analysis tools such as Google Analytics.

For each website, online store or app, you create a so-called container in Google Tag Manager. This contains the tag, triggers and variables you have created. These ensure that your data is correctly recorded and classified on the website.

The tag defines where the data is routed to.

Triggers are the conditions that must be met - that is, what activity must take place on your website in order for a tag to be triggered and data to be sent. Examples of triggers are events such as clicks, the opening of a certain subpage or the submission of a form.

Variables are used to specify the tags and triggers. They are placeholders for values that can change, such as product name or price.

From
Julia
-
5
Min. reading time
TikTok

TikTok Pixel - create and set up

Install TikTok Pixel and set up event tracking:

To be able to collect all data, you need a correctly set up tracking. On TikTok, this is possible with the so-called TikTok Pixel.

In general, the TikTok Pixel is a measurement tool that captures the impact of your TikTok Ads on your website or online store. To do this, you insert the TikTok Pixel JavaScript code into the source code of your website or integrate it into your existing Google Tag Manager. Similar to the Facebook Pixel, different events are added to the TikTok Pixel. By defining different events like Page View, Submit Form, Initiate Checkout and/or Complete Payment, the customer journey can be captured and visualized digitally. You can also monitor user activity, contact requests and sales.

There are currently two procedures available for creating TikTok pixels. TikTok distinguishes between Standard Mode and Developer Mode. While you can create events directly in TikTok itself in Standard Mode, the events in the professional Developer Mode have to be added directly in the code. When creating the TikTok Pixel in Developer Mode, you can add details such as Content Value or Product ID, which makes tracking even more accurate.

In addition to recording and visualizing campaign performance, the data from the TikTok Pixel forms the basis for optimizing your ads by providing you with KPIs such as conversion rate or return on ad spend. In addition, you can create target groups based on the TikTok Pixel, such as former website visitors. From this, you can strategically plan so-called retargeting campaigns and reach people who have already interacted with your company and address them individually.

To create the TikTok Pixel, you need to log in to your TikTok Ad account at https://ads.tiktok.com/.

Click Assets > Events in the top row.

The next step is to determine where you will implement the TikTok Pixel. Here you can capture events directly in your app or on your website/online store.

Click Create Pixel and give your TikTok Pixel a unique name. You can also specify whether you want to send events to the pixel from your website or directly from your server.

Then, you can implement the pixel code directly into your website's code or integrate it into partner platforms like Shopify or Google Tag Manager.

As already mentioned in the introduction, in the last step you have the option to choose between Standard Mode and Developer Mode. In the meantime, the Standard Mode option has been renamed to Event Builder. Here you implement the pixel code into your website and can then set up all events directly in the TikTok Ads Manager. In Developer Mode; now: Custom Code you integrate the events directly into the code of your website.

After you have made all the settings, you can finally copy and paste the TikTok Pixel JavaScript code into the source code of your website.

With TikTok Pixel Helper you can verify the successful installation of your TikTok Pixel.

From
Julia
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2
Min. reading time

Google Merchant Center

Here you will learn what the Google Merchant Center is and how to set it up:

The term Merchant Center comes from English and means merchant center. 

To sell your products via Google Shopping, Google needs access to your product data. The transmission of this data takes place in the Google Merchant Center. 

Here you can upload a feed with all the information like price, availability etc. 

Since the data is read by machine and automatically added to Google Shopping, your product data feed must follow a standardized structure. Attributes such as product name and description, item number, link to the product page, price, availability and the product category on Google must be included. 

Also, you should add a product image, as this is instrumental in increasing the click-through rate of the Shopping Ad.

To keep your product data feed always up to date, you should set up a regular, automatic upload of the file. For this purpose, you can set up a retrieval schedule: 

  1. To do this, log in to your Google Merchants Center.
  2. Click on Products > Feeds 
  3. Choose your feed 
  4. Click Settings and scroll to Polling Schedule
  5. Now you can link your product data feed file and set the retrieval frequency
From
Julia
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3
Min. reading time
online marketing

UGC: User Generated Content

UGC: What is User Generated Content?

User-generated content, or UGC for short, stands for user-generated content. This is content that is created by users themselves and not the brand or company and shared on social media. In addition to images and videos, UGC also includes reviews and testimonials such as a video review or an unboxing video from a customer.

In recent years, a strong trend away from perfectionism can be observed in social networks. Users don't want classic ads where a model presents you with a product and it's immediately obvious that it's an ad. They want entertainment. UGC is organic content and therefore fits seamlessly into the social media feed. It is not perceived as an annoying interruption.

User-generated content promotes proximity to customers and increases the company's social proof. Customers act as brand ambassadors. The content is interpreted by other users as more authentic and genuine, since only users who are really enthusiastic and convinced report their experiences online. People are herd animals, which is why people trust and follow other people. For this reason, UGC can be viewed like recommendations from friends. This type of content increases identifiability with your brand and builds trust.

How to increase the production of UGC

  • Participation activities such as raffles
  • Contests and #hashtag-challeneges
  • Instagrammable design like special photo spots or aesthetic packaging of your products
From
Julia
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2
Min. reading time
Google Ads

Google Ad Grants

How Google supports non-profit organizations with Ad Grants:

With Ad Grants, Google supports non-profit organizations. The program provides NPOs with an advertising budget of $10,000 per month to place ads on Google. The organizations can access the Google Ads search network.

Hereby Google gives non-profit organizations the opportunity to draw attention to their cause free of charge. Due to the increased visibility of the information, more conversions such as donations can be achieved in this way.

To benefit from the Google Ad Grants program, non-profit businesses, aid and non-profit organizations can register with Google for Non-Profits. The Ad Grants activation process can take up to five business days. Upon activation, an Ad Grants account is created, eliminating the need for an additional Google Ads account.

To become eligible to participate in the Google Ad Grants program, organizations must meet certain requirements, which vary from country to country.

Condition of participation in the Google Ad Grants program in Germany:

  • The organization must have the status of a registered non-profit organization in Germany, which is granted by Stifter-helfen.de, the regional representative of TechSoup Global.
  • Organizations must be (1) corporations with tax advantages, (2) nonprofit associations without economic profit objectives, or (3) charitable foundations without economic profit objectives.

Each organization must agree to the additional terms of use for Google for Nonprofits

From
Julia
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3
Min. reading time
Google Ads

Google Data Studio

What is Google Data Studio and how do I set it up?

Data Studio is a free solution from Google to visualize your website and campaign data. Here you can create customized and interactive reports and dashboards.

With a few clicks, you can integrate Google Analytics and Ads data to report your results and achievements.

To do this, log in to Google Data Studio and click Create and Data Source.

Afterwards you can select the respective connector and the account.

Google Data Studio also offers you the possibility to integrate data from third-party providers such as Meta or TikTok. Google itself does not offer a connector for this and you need a third-party solution.

To learn more about integrating your Facebook and TikTok results, click here.

From
Phillip
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5
Min. reading time
TikTok

TikTok Spark Ads - What are Spark Ads, how do they work and how do I create a Spark Ads code?

Promote existing TikTok videos:
What are Spark Ads and how do they work?

Spark Ads is an ad format that can promote organic posts on a page. Like InFeed ads, they have a call-to-action button and a landing page. Unlike other ads, with Spark Ads all interactions (likes, shares, comments) run through the promoted post and remain even after the campaign is over. With Spark Ads, you are only redirected to the landing page when you click on the Call-To-Action or the Copy, whereas with InFeed Ads, every click on the profile icon, the Copy or the username, for example, leads to it. In terms of interaction, Spark Ads work largely like organic posts.

Regarding the properties of the VIdeo, Spark Ads have fewer restrictions than ordinary ads. The format, resolution and length of the video are technically irrelevant - of course, they should still be optimized to achieve the best results. Emojis may be used in the Copies and if desired, the Spark Ad can also be switched completely without Copy. All these properties are taken from the organic posts in Spark Ads and can only be edited directly via them - this is no longer possible during the setup of Spark Ads. The following overview shows the structure of a Spark Ad:

Tips for Spark Ads

By using organic posts, Spark Ads are a great way to promote your own TikTok page and content in addition to events/products, which significantly expands the possible uses. Through Spark Ads, one can easily move away from being purely promotional and deliver authentic as well as personal insights. It is important not to use videos that are ambiguous, too specific, or out of context, thus defeating the very goals of the campaign. The resolution, format, and length of the video should also be appropriate to the campaign.

How to generate a code for Spark Ads on TikTok

To promote organic posts in the TikTok feed you need a so-called TikTok Spark Ads code. The next steps will show you how to generate this code.

First of all, make sure that the Ad Settings are enabled for your TikTok account. To do this, click on Menu and Creator Tools in the top right corner of your TikTok profile.

After activating the TikTok Ad Setting, you can select the post you want to promote among your TikTok posts. Click on the particular post you want to promote on TikTok. Open it and select the menu in the right column. Search for Ad Settings in the bottom row.

Activate TikTok Ad Authorization in TikTok Ad Settings and agree to the TikTok Terms of Use.

Now you can generate the TikTok Spark Ads code. To do that, first click Generate Code and then select the time period you want your TikTok Spark Ads code to be valid.  

Finally, you can copy the TikTok Spark Ads code and send it to your TikTok Marketing Agency NYBA :)

From
Phillip
-
10
Min. reading time
TikTok

TikTok Ads - Placements at TikTok

These placements are available on TikTok Ads:

To harness the full potential of TikTok for your business, this post will help you gain an overview of the different placements on TikTok.

TikTok InFeed

What is InFeed?

InFeed is the standard ad format at TikTok, where the ad appears in the user's feed and blends in with the other videos, both visually and in terms of motion. InFeed ads are played out in 9:16 format and with sound, and a call-to-action button and a link to a landing page can also be set up. TikTok offers several targeting options here: Reach, Video View, App Install and Conversion. This means that the right target is available for every project, and the campaign can then be optimized for this target. 

Booking options for InFeed

One option for booking InFeed ads on TikTok is the auction process. Here, advertising spaces can be purchased with three different bid strategies, on which the ads are then played out. With the auction process, all campaign goals can be achieved. Reach, Video View, App Install and Conversion.

Bid Cap: Setting the maximum cost per result that would like to be paid.

Cost Cap: Setting the average cost per result that wants to be paid.

Lowest Cost: Achieving as many results as possible with a set budget.

The second option is Reach + Frequency (R+F). With this method, the reach and frequency for the campaign can be determined in advance, and a fixed rate is used for billing. In contrast to the auction method, R+F is only suitable for the campaign targets reach, video views and traffic, but it is much more controlled and easier to plan.

Tips for InFeed

Since an InFeed ad is optimally embedded in the feed, the content is better received by users. The video used should capture the user's attention in an authentic way, provide information, and prompt action. Whether the focus should be on humor, quality of the product, interesting facts or similar depends on the brand identity and the product or service itself. With TikTok, however, there is always the chance of virality if a video is well received by a particularly large number of users. Therefore, it is advisable to adapt to the content and style of the other videos on the platform.

TikTok TopFeed

What is TikTok TopFeed?

A TikTok TopFeed ad is very similar to an InFeed ad in design and features. The special feature is that TopFeed is always the fourth video in the user's feed, so it is the first ad between the rest of the videos (TopView is not counted at this point, as it clearly stands out from the feed). There is a possibility to use up to 10 different videos for TopFeed ads.

Tips for TopFeed

Since TopFeed is very similar to InFeed, the tips for using it are not very different from each other (see Tips for Infeed). The only difference is the different placement, which is why the ad is perceived by users earlier and "unspent". For this reason, it is advantageous if the ad attracts attention in a special way and therefore can provide more engagement and eventually conversions.

Structure of InFeed and TopFeed

TikTok SparkAds

What are SparkAds?

SparkAds is an ad format that can promote organic posts on a page. Like InFeed ads, they have a call-to-action button and a landing page. Unlike other ads, SparkAds run all interactions (likes, shares, comments) through the advertised post and keep them even after the campaign is over.

Tips for SparkAds

By using organic posts, SparkAds are a great way to promote your own TikTok page and content in addition to events/products, which significantly expands the possible uses. Through SparkAds, one can easily move away from being purely promotional and deliver authentic as well as personal insights. It is important not to use videos that are ambiguous, too specific, or out of context and thus miss the actual goals of the campaign.

Learn also: how to generate your Spark Ads code

Structure of SparkAds

TikTok TopView 

What is TopView?

TopView is an ad format at TikTok in which the ad appears directly at the top of the For You page when the app is opened - TikTok itself therefore calls TopView a "brand signboard. The video used can be up to 60 seconds long, is always played with sound and takes up the full screen, thus attracting the full attention of the user. In addition, a call-to-action button can be used to refer to a website, for example. Due to the high number of impressions and interactions, TopView Ads are perfect for creating buzz and increasing brand awareness.

Tips for TopView

Videos used on TopView should capture the user's attention within the first three seconds and be as compelling as possible before the ad is skipped. In general, it is recommended to use shorter videos of about 10 seconds in length, which roughly corresponds to the attention span of many people when watching advertising videos. At the same time, good video and audio quality and a 9:16 format are advisable to make the most of TopView's capabilities and play out a high-quality full-screen ad.

In terms of content, a TopView video should quickly convey a clear message and prompt the target group to take an action - such as visiting a landing page. Authenticity and conciseness are important factors to arouse the interest of the user and to keep it even after the ad has ended.

Structure TopView
From
Julia
-
3
Min. reading time
TikTok

TikTok Ads - These are your first steps

To set up a TikTok advertising account, you need to follow these steps:

Our step-by-step guide to getting started with TikTok Ads:

Due to the steadily increasing user numbers, TikTok Ads is attractive for almost all advertisers. TikTok currently has more than 2 billion downloads worldwide. According to the TikTok Ads Manager, the number of TikTok users in Germany alone is just under 20 million. Users spend an average of 50 minutes per day on the platform.

You also want to take the chance to position your company on the fastest growing social media platform TikTok and benefit from the creativity, fast pace, low CPM and exclusive target group? Then you've come to the right place. In the following, NYBA explains the first steps you need to take to successfully advertise on TikTok.

Similar to Meta, an Ads Manager account is required for TikTok Ads.

To set up this so-called TikTok advertising account, the following steps need to be taken:

1. Visit https://ads.tiktok.com/i18n/signup/ and provide the requested information.

2. In the next step, you provide information about your company, such as industry and company name.

3. After that, you will provide additional information such as your website and payment information.


4. Complete the registration with TikTok by clicking "Submit".

TikTok will then verify your information. This can take up to 24 hours.

From
Markus
-
2
Min. reading time
Facebook

Facebook: promote existing post

HABIBI TEST

How to promote an existing post in Facebook Business Manager:

  1. Click business.facebook.com
  2. Go to Ad Manager
  3. Campaigns - Ad group - Ads
  4. Under Ad Settings you can select "Use existing post".
  5. A window will open. There you can select your desired contribution.

Can't find your post? Just search for the post ID.

Read: how do I find out my post ID ?

From
Julia
-
5
Min. reading time
online marketing

social media marketing

Five reasons for your business

Alleine in Deutschland nutzen rund 68% der Bevölkerung ab 14 Jahren aufwärts Social Media Plattformen wie Instagram, Facebook, Twitter, YouTube oder auch Xing bzw. LinkedIn auf täglicher Basis. Diese Zahl beweist, dass es sich hierbei nicht nur um eine vorrübergehende Trenderscheinung handelt, welcher keine weitere Beachtung geschenkt werden muss. Diese Entwicklung machen sich auch Unternehmen zunutze, um beispielsweise Aufmerksamkeit auf sich zu ziehen und neue Kunden durch ein weiteres Medium zu erschließen.
Es ist wichtig, sich hierbei als Unternehmen abzuheben, wobei nur gute Texte zu schreiben, heutzutage nicht mehr ausreichend ist, denn diese müssen auch relevant sein, eine genaue Zielgruppe ansprechen und an erster Stelle überhaupt erst die Aufmerksamkeit des Lesenden erregen. Der Slogan „Content ist King“ sollte bei der Content Erstellung immer an erster Stelle stehen. In diesem Zusammenhang ist es wichtig, dass die Nutzer durch interessanten und informierenden Content gefüttert werden, das stärkt vor allem die Kundenbeziehungen und sichert, dass ein Kunde Ihr Produkt oder Ihre Dienstleistung einer anderen vorzieht und nach einer gewissen Zeit zu einem Fan emittiert.
Wichtig ist aber auch, von Beginn an klarzustellen, dass die Einbindung von Sozial Media Kanälen nicht sofort am nächsten Tag die Verkaufszahlen um 50% steigert, wie man es sich vielleicht wünschen würde, denn die wichtigste Regel ist, „beachte Zeit und Engagement, Sozial Media ist kein über Nacht mehr Umsatz Tool, sondern sollte zur täglichen Gewohnheit werden, um daraufhin auf lange Sicht den Erfolg spürbar messen zu können“ so Markus Hetzenegger, Gründer und Geschäftsführer der NYBA Media GmbH.

Doch aus welchen Gründen sollte sich ein Unternehmen diese Arbeit machen und auf täglicher Basis seine Social-Media-Kanäle pflegen? Im folgendem finden Sie fünf Gründe, warum ein Unternehmen egal ob B2B oder B2C diese Kommunikationskanäle für sich nutzen sollte. Entscheiden Sie schlussendlich selbst.

Aufmerksamkeitserreger: Durch interessanten und guten Content wird ein Besucher überhaupt erst auf Sie aufmerksam und beginnt etwas über Ihr Unternehmen in Erfahrung zu bringen, eigentlich kann man hier schon von kostenloser Werbung für sein eigenes Unternehmen sprechen. Bei diesem Vorgang findet gleichzeitig eine erste Bewertung statt, ob man das Unternehmen und seine Produkte als gut oder als weniger nützlich empfindet. Interessante Beiträge werden nicht nur von Ihren bestehenden Kunden begutachtet, sondern auch viele Neukunden werden auf Sie aufmerksam, die sich beispielsweise auf Grund von Erklär Videos zu einer Dienstleistung lieber für Ihre anstatt für die Konkurrenz entscheiden.

Imagebildung: Welches Image möchten Sie als Unternehmen sowohl nach außen als auch nach innen ausstrahlen? Zeigen Sie es auf den verschiedenen Sozial Media Plattformen, indem Sie eine bestimmte Meinung vertreten. In diesem Zusammenhang kann auch die eigene Marke positiv gestärkt werden, was schlussendlich den gesamten Markenwert steigern kann.

Kunden Support und Kommunikation auf einer neuen Ebene: Hierdurch haben Sie die Chance mit Ihren potentiellen und bestehenden Kunden auf einer ganz neuen Ebene zu kommunizieren, denn viele Kunden werden Ihren Social Media Auftritt nutzen, um hier Fragen zu stellen, positives oder eben auch Kritik zu äußern. Das kennen wir wahrscheinlich auch von uns selbst, läuft etwas mal nicht so wie es sollte, scheuen wir uns nicht davor unsere Kritik zu äußern, läuft etwas gut, bevorzugen wir häufig Stillschweigen. Das eröffnet jedoch auch komplett neue Möglichkeiten für ein Unternehmen, denn so haben Sie die Chance mit Ihren Kunden im direkten Austausch zu stehen. Antworten Sie direkt und freundlich, so ist der verbliebende Fehler meist gar nicht mehr so schlimm. Aber auch Sie können Fragen stellen, um zum Beispiel mehr über Ihre Kunden herauszufinden, planen Sie ein Event und können sich zwischen zwei Tagen an welchen dieses stattfinden soll nicht entscheiden? Kein Problem, fragen Sie einfach Ihre Community und Sie haben den einfachsten Weg gefunden, um herauszufinden, wann Ihre Zielgruppe eher Zeit hat um bei Ihrem Event teilzunehmen. Sie planen einen neuen Produktlaunch und können sich zwischen zwei Farben nicht entscheiden? Kein Problem, kommunizieren Sie mit Ihrer Zielgruppe einfach direkt.

Vertrauensaufbau und Aufbau einer eigenen Community: Das ist wohl einer der wichtigsten Punkte, denn wir werden heutzutage von Angeboten regelrecht überschüttet. Auf den Social-Media-Kanälen können Unternehmen hierbei herausstechen, indem Sie mit einem vertrauenswürdigen Social Media Auftritt punkten und Ihre Produkte/Dienstleistung in einer informellen Umgebung präsentieren. Das hat den Vorteil, Besuchern hierbei tiefere Einblicke in die Produktionsstätten oder in den einfachen Arbeitsalltag zu gewähren. Hierbei zeigen sich die Unternehmen dem Kunden gegenüber transparent, was diesem wiederrum das Gefühl gibt, das Unternehmen zu kennen, sodass sein Vertrauen zu diesem wächst, von welchem er beim nächsten Kauf Gebrauch machen wird. Denn Vertrauen wirkt sich erheblich auf eine Kaufentscheidung aus. Was für Auswirkungen dies haben kann, verdeutlicht eine Online-Studie, bei welcher 82% der Konsumenten Leistungen oder Produkte immer wieder in Anspruch nehmen würden, welcher Sie vertrauen. Ganze 78% gaben außerdem an, beim Einkaufen eine vertraute Marke präferiert wahrzunehmen.

Virale Effekte: Sicherlich haben Sie schon das ein oder andere Mal von einem Video gehört, welches viral durchs Netz geschossen ist, doch was bedeutet das überhaupt? Im Endeffekt geht es hierbei beispielsweise um nichts anderes als ein Video, welches Sie im Netz veröffentlicht haben und welches durch andere Nutzer gelikt, geteilt und kommentiert wird. Die Freunde dieses Nutzers erfahren somit von Ihrem Video und wiederholen den gleich Vorgang erneut und das Rad dreht sich weiter. Hierdurch eröffnet sich für Unternehmen ein großes Potential mit einer riesen Reichweite.

Aber das war es noch lange nicht, denn Social Media kann noch mit vielen weiteren Argumenten punkten, wie unter anderem Ihre SEO-Performance zu verbessern, mehr hierzu können Sie in unserem eigenen Artikel zu SEO erfahren, welchen Sie in unserem Blog finden. Social Media bringt des weiteren Vorteile beim Recruiting neuer Mitarbeiter, steigenden Umsatz auf Grund von Sonderangeboten, welche über die Plattformen beworben werden und vieles mehr.

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Markus
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7
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online marketing

influencer marketing

Online marketing agency reveals

Surely you have heard a lot about the term "influencer marketing" lately, which is increasingly being taken into account in the marketing strategy of companies. In this context, 68% of German companies already include budget for social relation campaigns in their annual expenditure. Of course, influencers can also be politicians, celebrities, experts, bloggers or journalists, but in the following I would like to limit myself primarily to social media influencers.
But first of all - why does this hype exist at all?

Influencer marketing is often said to be more credible than traditional advertising. A visitor gets the feeling that he knows the influencer and the person behind him, even though he has probably never seen him in real life. The reason for this are his daily posts and stories, which should appear as authentic as possible and with the help of which he takes the visitor on a journey into his own life. Influencers often act as role models, since they apparently lead a life that followers often wish they had. This reinforces the fact that followers want to buy the same product as the influencer in order to feel more like him or her or because they have been given the feeling that they have been recommended a product by a good friend. Numerous studies have already successfully confirmed that consumers are influenced by this type of recommendation marketing. The relationship of trust between influencer and follower, which often lasts for years, ultimately also influences the follower's brand perception. If you as a company are looking for a suitable influencer to promote your products or services, please do not make the mistake of considering their reach as a decisive factor, because often the number of followers has simply been tricked. With programs, it is easy to find out whether followers have been bought or whether they have really been built up organically. Much more decisive than the number of followers is the existing connection between the influencer and his fans. Basically, it can be said that influencers with a higher interaction rate represent a greater value for a company, but the type of interactions or reactions is also decisive. Are the interactions of the followers mainly positive or are there more negative comments? The interaction rate of the followers can also be used to quickly determine whether the profile has been manipulated. For example, if a profile has 100,000 followers but only 250 likes on its posts, it can be concluded that the profile has been tampered with. However, it should also be noted that the more followers someone has, the interaction rate drops somewhat in percentage terms. Only in exceptional cases can it still make sense to work with an influencer who has visibly helped, but personally I would advise you not to do so.

Of course, you also have to take into account in which industry your company is active and whether it is a niche product or not. Influencers who have concentrated on a certain niche with their topics, logically do not have as many followers, but are known in their niche, since each niche has its own influencers. Thus, the target group as well as the industry should always be used as a guideline. In addition, you should take a closer look at the content and the image of the influencer before collaborating. For example, it would not be appropriate to recruit a fitness junkie for a well-known chips brand. The target group here is simply unsuitable and it can be assumed that healthy eating is the main focus for them, which means that the resulting wastage would simply be too great. Also, it is important not to strictly dictate to the influencer how he has to present your product or service, leave this decision to the person himself, so better results can be guaranteed and the product promotion comes to the follower more credible, because he finally knows the type of posts or stories and even the risk would exist that this would notice that this post does not come from his role model.
Before a collaboration and in the search for the right influencer, companies should therefore ask themselves the following questions: Does the influencer reflect the values of my company, does the target group of my product match the target group of the influencer? What goals do I want to achieve with the collaboration, etc.?

But what does the perfect influencer actually look like? As a rule of thumb, they should come across as likeable and at the same time appear so trustworthy that their statements are accepted without question. The values represented should also match the values of your target group. At the same time, an influencer should stand for scarcity, which means that the follower should get the feeling that he or she is the only one to exclusively learn about the latest product or to be lucky enough to receive a coupon for your product. This also includes the rule of thumb, do not overdo it as a company. Rather work with a few, selected brand ambassadors, this looks more credible and trustworthy. Another advantage of influencer marketing is also the social proof gained, means that the product for which the brand ambassador is currently advertising fits the pulse of the time. If you were to purchase this product, you would thus not be alone and recognized in society. Also, you get direct and honest feedback from your buyers, whether they like the product or not, if increased questions about a topic should arise, you can focus on answering them already during the product presentation. In conclusion, influencer marketing will help you increase brand awareness, strengthen your brand image, promote your products or services and help you launch new products.

1. budgets for influencer campaigns - source: linqia.com

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Markus
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7
Min. reading time
online marketing

Webtracking

Tracking methods

At the latest since the cookie banner became mandatory on many websites as a result of EU regulation, the topic of web tracking has also reached the general public. Against the background of the complexity of the topic and the permanent technical development of algorithms, data structures and artificial intelligence, it can be assumed that the existing knowledge on this topic, although it affects us all every day, is rather low. What tracking methods are available? How are they applied? How can I protect myself? Questions upon questions.
In order to counter these questions, the four tracking methods most frequently used by companies will be presented in the following.

Web tracking

But slow down for now. What is web tracking anyway? The term web tracking is understood as the analysis of digital data traffic and is mainly used in the field of online marketing, although synonyms such as web controlling and web analysis are also frequently used. The purpose of web tracking is to control and monitor entire websites and the online marketing measures used. Success and efficiency are subjected to analysis. In addition, web tracking is described as a procedure for collecting personal data, which enables website operators to record their site visitors by means of various tracking methods used. The user data collected can be used to create user profiles so that targeted advertising can then be placed. The legal prerequisite for web tracking is governed by the German Telemedia Act (TMG), which came into force in 2007 and is one of the central provisions of Internet law, regulating the basic legal conditions for so-called telemedia in Germany. With regard to usage data, Section 15 (3) stipulates that the service provider may create pseudonymous user profiles for the purpose of advertising or market research, provided the user does not object to this. According to Section 13 (1), the service provider must inform the user of his or her right to object.

Google Analytics

Now let's talk about the individual tracking methods. Google Analytics is a free website analytics tool from Google that is used for traffic analysis and tracks and reports website traffic. The behavior of visitors to a website is analyzed and tracked here. The service is used by companies in marketing, for example, to better control the success of advertising campaigns. The most important key figures that Google Analytics offers are, for example, the counting of individual users of a website in a certain period of time by setting cookies as well as the indication of how many and which individual pages a user looks at on a website on average and in which order the pages are called up. In addition, Google Analytics offers the analysis of the bounce rate of a user and the calculation of the average session duration. Google Analytics can also be used to track demographic values such as age and gender, as well as the interests of a website's visitors. The conversion rate, which is to be understood as the turnover or conversion rate, is also of great importance for web store operators. It indicates the ratio of visitors to a website to conversion into a buyer. In addition to the named exportable parameters, Google Analytics also provides clear and descriptive overviews in the form of dashboards, as shown below, to display the most important results at a glance. The interaction with Google Adwords, which is an advertising program from Google, is particularly effective.

Google Search Console Dashboard
Google Analytics Dashboard

Cookies

Most people have heard of cookies; it is not for nothing that they are among the most common tracking methods. Cookies are small text files of a few kilobytes (max. 4KB) that are stored locally on the hard drive of a website visitor. This allows the user behavior of each consumer to be recorded and read out again at any time. In addition, it is possible to track which advertising content has already been displayed to a user, so that a website can be dynamically adapted to individual users. Cookies are usually used for identification and recognition purposes. According to the current state of the art, cookies are needed to conduct web analyses with regard to the behavior of website visitors. In the case of cookies, a distinction is made between session cookies and permanent (persistent) cookies, as well as between first-party cookies and third-party cookies for advertising purposes. In addition, cookies can be used to determine the number of visitors and thus also the reach of a website within a certain period of time. According to the European General Data Protection Regulation, the use of cookies is permitted provided that a user consents to this in full knowledge.


Fingerprint tracking

Alternative and advanced tracking methods include fingerprint tracking. This technology specifically reads various configuration aspects and system properties from consumers' end devices. First and foremost, this includes the IP address. In addition, the browser version, browser settings and extensions as well as applications, operating system and log files are read at various levels. Each individual feature is to be understood as an identifier and forms a combination that is equivalent to a fingerprint and is used to identify and recognize consumers. If sufficiently complex, such a fingerprint is unlikely to be duplicated. It is an alternative tracking method without cookies. The provider must provide legal information about the use of the method and, if necessary, obtain the consumer's consent, since personal data may be collected, but in any case pseudonymous user profiles are created. The method is thus suitable for permanent identification of consumers and solves the problem that cookies are not accepted by the browser or are deleted after a short time.

Log file analysis

Last but not least something about logfile analysis. A log file is an automated protocol of all activities of a server. In this file all accesses on a web server are logged. For example, the number of web pages accessed, the time of each access, the IP address of the consumer, general browser data, the length of stay of individual users, etc. are recorded. Log file analysis is considered a conventional method and the oldest technique for evaluating web server usage and is classified as a server-based method. Specifically, the existing log files of the web servers are used to analyze visitor movements from the retrievals recorded there. Log files are generally measured anonymously and not in relation to specific individuals, so that they are of no significance in terms of data protection.

1. Cf. Berg, C. (2018), p. 57.
2. Cf. SIT Technical Reports (2014), p. 7.
3. Cf. BMJV (2017).
4. Cf. Holzapfel, F. (2015), pp. 176 - 179.
5. Cf. Körner, A. (2010), pp. 168 - 169.
6. Cf. Schwarz, T. (2012), p. 236.
7. Cf. Holzapfel, F. (2015), p. 214.
8. Cf. Schirmbacher, M. (2017), p. 345.
9. Cf. SIT Technical Reports (2014), p. 11.
10. Cf. Schirmbacher, M. (2017), p. 349.
11. Cf. Eisinger, T. (2009), p. 363.
12. Cf. Schwarz, T. (2012), p. 236.

From
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5
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online marketing

online marketing

The digital business card of every company.

Ihre Zielgruppe ist online, surft im Netz, sucht bei Google, postet bei Facebook, schaut sich YouTube Videos an und lädt sich Apps auf Smartphones. Online Marketing nutzt diese Kanäle, um Kunden zu gewinnen. Dabei war es noch nie so einfach, den Kunden direkt anzusprechen, wie heute.  Denn vergleichsweise hat klassische Werbung mit hohen Streuverlusten zu kämpfen, die sich im Online Marketing komplett vermeiden lassen. Online Marketing ist zielgerichtet, kostengünstiger und vor allem messbar und kann somit einige Vorteile im Vergleich zur klassischen Werbung vorweisen. Weitere häufig verwendete Begriffe sind Internet-Marketing, digitales Marketing oder Digital Marketing. Die wichtigsten Maßnahmen schließen Suchmaschinenwerbung, Suchmaschinenoptimierung und Web Analyse ein, wobei zwischen organischer und bezahlter Werbung differenziert wird. Unter organische Werbung fallen unter anderem SEO, Content Marketing, Social Media und unter bezahlte Werbung lassen sich SEA und Paid Social einordnen. Wenn Sie sich für ein spezielles Thema interessieren, dann schauen Sie doch einfach auf unserer Website vorbei und finden Sie viele weitere spannende Blogeinträge zu den einzelnen Unterthemen.
Aber jetzt erst einmal von Anfang an - Heutzutage ist der Online-Auftritt die digitale Visitenkarte eines jeden Unternehmens, sodass es teilweise auch zu Unverständnis unserer Seite führt, dass so viele Unternehmen die digitalen Möglichkeiten und vor allem Auswirkungen, welche diese auch auf ein bestehendes offline Geschäft haben können, immer noch nicht ausschöpfen. Durch den Wandel vom Verkäufer zum Käufermarkt hat sich viel verändert, Konsumenten stehen vor einem unübersichtlichen Warenangebot und sind schlichtweg mit den vielen Möglichkeiten eines Kaufes überfordert. Dies führt schlussendlich sogar so weit, dass ein Kunde, welcher beispielsweise gezielt vorhat, einen Kauf zu tätigen, dies doch nicht tut, da er sich bei dem zahlreichen Angebot für keine Variante entscheiden kann. Eventuell haben Sie diese, oder ähnliche Situationen im Alltag schon einmal selbst erlebt. Hierbei ist es essentiell Abhilfe zu schaffen und dem Kunden gezielt aufzuzeigen, welche Vorteile mein Produkt oder meine Dienstleistung gegenüber einer anderen hat. Da wir in einer digitalen Welt leben, welche auch in Zukunft weiter fortschreiten wird, ist es wichtig dies auch online aufzuzeigen.
Von den klassischen 4Ps im Marketing, welche Produktpolitik, Preispolitik, Distributionspolitik und Kommunikationspolitik enthalten, haben wir wahrscheinlich schon alle einmal gehört.
Vor allem in der Distributionspolitik hat im Online Marketing zu großen Veränderungen geführt, insbesondere mit dem Blick auf die digitalen Vertriebswege, welche eine immer größere Rolle spielen. Das klassische Ladengeschäft wurde somit immer häufiger durch einen Online Shop ersetzt, welcher auch durch die geringeren Ausgaben oftmals lukrativer ist. Die Begriffe Usability-Optimierung (UX) und Conversion-Optimierung (CRO) spielen hierbei eine bedeutende Rolle. In den dritten Bereich des Marketing Mix, die Kommunikationspolitik fallen somit Online Marketing Maßnahmen wie SEO, Content Marketing, Social-Media-Marketing, E-Mail-Marketing, PPC-Werbung und vieles mehr.

Ziele des Online Marketings
Schon zu Beginn der Planung sollten die Ziele, welche mit den gewählten Maßnahmen erreicht werden sollen feststehen. Nur so ist es möglich, die Ergebnisse im Nachhinein zu messen und gegebenenfalls Änderungen in der Umsetzung durchzuführen. Mögliche Ziele lassen sich in Branding/Markenaufbau, Leadgenerierung, Engagement und Sales einteilen. Zur ersten Kategorie gehören in diesem Zusammenhang die Erhöhung der Besucherzahlen auf einer Website oder beispielsweise die Erwähnung der Marke auf den Social Media Plattformen wie Instagram, Facebook oder auf Blogbeiträgen, welche auch von der Zielgruppe gerne durchstöbert werden. Zu Leads zählen beispielsweise ausgefüllte Kontaktformulare, E-Mail-Kontakte oder Anrufe per Telefon. Zu Engagement gehören Page Impressions, Kommentare auf Social Media, wobei Sie mit potentiellen Kunden in Kontakt kommen oder die Erhöhung der durchschnittlichen Verweildauer auf Ihrer Webseite und in diesem Zusammenhang die Verringerung der Absprungraten. Zu Sales gehört zum Beispiel die Erhöhung von Bestellungen über Ihren Online Shop.

Push-und Pull-Marketing
Außerdem ist es sinnvoll, die einzelnen Online Marketing Kanäle differenziert zu betrachten. Eine Unterscheidung findet hierbei in Pull-Marketing und Push-Marketing statt. Push-Marketing meint das „hineinstoßen“ eines Produktes in den Markt, wobei sich die Definition vor allem auf die Einführung eines neuen Produktes bezieht. Mit dieser Strategie wird versucht Aufmerksamkeit zu erregen, im klassischen Sinne wird hierbei die Person in ihrer ausführenden Tätigkeit unterbrochen und die Aufmerksamkeit somit umgelenkt. Beim Pull-Marketing ist die Voraussetzung hingegen, dass ein potentieller Kunde bereits Interesse an einem Produkt hat beziehungsweise sich für die Lösung eines Problems interessiert. Der Kunde wird somit in den Mittelpunkt gestellt, nicht das Unternehmen.
Bei der Wahl sollte die jeweilige Phase des Customer Journey, an welchem sich der potentielle Kunde gerade befindet, nicht außer Acht gelassen werden. So ist beispielsweise in der Anfangsphase eines Kaufprozesses eher die Pull-Marketing Strategie mit seinen jeweiligen Instrumenten zu empfehlen, wobei Push-Marketing oft für den letzten Kaufimpuls entscheidend ist. Sollten noch Fragen bestehen, scheuen Sie nicht uns zu kontaktieren!

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10
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Google Ads

On page 1 in Google with these SEO tips.

With these 5 tips organically towards page 1 on Google

Want to boost your web performance on Google yourself? With these 5 practical and detailed tips you can succeed.


Google search console settings

© lalo Hernandez - unsplash

Search Engine Optimization? Most have heard of this term, but very few use their knowledge to maximize their business success. Reasons often given are that it is too complex and difficult to implement and requires years of experience to do. This article provides you with a number of valuable tips and shows how you can boost your web performance even with little knowledge of SEO & Co.

1. REGISTER WITH THE GOOGLE SEARCH CONSOLE

In order for your website to be included in Google's search results, registration in the Google Search Console is not absolutely necessary, but highly recommended. Because with this little extra effort, you can easily keep an eye on your website. This service is free of charge and allows you to better understand how your website is seen by potential customers, so that you can adapt it to your target group as needed. The following services are integrated in Google Search Console:

  • You can see if Google can find and crawl your website in the first place; I'll explain exactly what crawling means in a bit.
  • It also lets you know which pages are linking to your site, because you'll get instant alerts if Google encounters any problems on your page, such as indexing errors or spam.
  • You can see how often your website appeared in Google search and you get insight into the click-through rate and can track which search queries led to your website. This is necessary to adjust the keywords and bring your website further up in Google.

1.1 Confirm Property

Google Search Console Property Type

Screenshot Hetzenegger, NYBA

Wondering how the registration process works? In order to use Google Search Console, you need to add your website in the first step. Use this link. For the implementation you have two options:

  • Domain: All URLs in all subdomains and https or http included.
  • URL prefix: Only URLs under entered address and under special protocol are preserved.

It is best to choose the variant where all subdomains and URLs are included in https or http. This saves you from having to add all variants individually. Add your domain without subdomains and https in the free field.

1.2 Editing the DNS Settings

Wondering how the registration process works? To use Google Search Console, you need to add your website in the first step. Use this link. For the implementation you have two options:

Google Search Console DNS Settings

Screenshot Hetzenegger, NYBA

To add the TXT record to your domain's DNS settings, simply log in to a hosting provider you trust, select the correct domain and click on the DNS settings. Go to "Create new DNS record" and use the TXT type:

All Incl DNS Server Settings

Screenshot Hetzenegger, NYBA

Now you can go back to Search Console and confirm the domain ownership.
Attention: Experience shows that it can take a minute or two until the domain is confirmed. Now you can use Google Search Console to its fullest extent. And that's exactly where we'll start now.

1.3 Perform crawling

With the Google Bot, or the Google Crawler, web content is automatically downloaded and fed to the search engine. With this procedure, the search engine is then informed about new HTML pages or changes to the advertising texts. This is a computer program that adds new content, such as inbound links, text updates, changed URLs, and site structure to the Google database. However, the amount of time and accuracy it takes to examine the content on a website can vary greatly. All of this is done with the help of an algorithm that crawls the website, so to speak. To perform a Google crawl, you select the third menu item "URL check" in Google Search Console, as seen from the top, and add your domain in the top menu section. You can then click on "Request indexing" as shown in the image below:

Start Google Search Console crawling manually

Screenshot Hetzenegger, NYBA

1.4 Submit Sitemap

A sitemap is a file that is read by search engines like Google to crawl your website more intelligently. In it, you enter information about pages, videos and other files, for example. The sitemap helps the crawler to search the website better. It shows the crawler the structure, so that contents of the website can be found better. This also offers the possibility to put the primary focus on certain topics of the website and thus tell the search engine which sections are important. But when do you need a sitemap at all? Generally speaking, this can be done if your website meets one of the criteria listed below:

  • Your site has a very large scope, so crawling may miss a new or recently updated page.
  • Your website has only existed for a short time, so it has only a few external links. This ultimately leads to the fact that it can happen that the website is not recognized, because as described above, the crawler jumps on the basis of a link of a page to another.
  • Your site uses rich media content, is visible in Google News, or has other annotations that match Sitemaps.
  • Many of your content pages are separated from each other or not linked. Here it makes sense to use a sitemap, so that you do not run the risk that a page is skipped by Google.

How do you set up a sitemap? Click in the Google Search Console on the fifth menu item "Sitemaps" and add your domain with the extension /sitemap.xml including the subdomain. If you have an SSL certificate integrated on the site, use https, otherwise just http. Then click the "Submit" button and you have submitted your sitemap:

Enter Google Search Console Sitemap

Screenshot Hetzenegger, NYBA

1.5 Analyze Website Performance

If you have set everything up correctly, you can now view your website performance, which is usually displayed two days delayed. Under the menu item "Performance" you can not only see the clicks, impressions, average CTR and position of your website, but also see on which search queries your website ranks. You don't rank for the right search queries? The search terms are not 100 percent relevant to your topic? Don't worry. In point three of this article, tools are mentioned with which you can conduct a professional keyword research and then optimise your website optimally.Tip: You should be able to see clicks, impressions and the position in the column with the search queries. You can change this via the menu item "Filter rows".

2. CREATION & OPTIMIZATION OF YOUR GOOGLE BUSINESS LISTING

With Google My Business, you can quickly and easily create free business listings on Google Maps and then manage them. When a potential buyer does a local search, they will see your business. In general, Google My Business allows you to add your business information to Google Maps by creating and confirming your business, and to add business information that will be displayed on Google, Google Maps and Google Earth when a user Googles your business. With the help of the location extensions, the business name, address and phone number will be clearly displayed in your ad. If you don't have a Google My Business account yet, but would like to create one or simply edit your listing, click on this link.To create the Google Business Listing, follow Google's very simple and intuitive process and create a Google Business Profile. You will then need to confirm the address of your business. Google will send you a code for this, which you can simply request in the registration process. Experience shows that this takes two to three working days.

2.1 Professional appearance

The Google Business Listing is your online business card in addition to your website. Anyone searching for your business in any way will come into contact with this business listing. It's almost scary how often I see business listings for businesses with a pixelated logo, one that isn't cropped properly, or sometimes no logo at all. What does that say about your business if your online business card is already so half-assed? So I urge you to take this time and work on your appearance, believe me, the results won't be long in coming.

2.2 Google Reviews

Reviews are essential. Good reviews not only have a very positive effect on your ranking, but are also the best advertising for potential new customers. It is important that the reviews are genuine and authentic. So please don't let the new intern create 50 new Google accounts. I know that existing or former clients aren't lining up to leave you a positive Google review with text, even asking with "Could you please type in "XY" on Google and then clicking on reviews in the right hand window you should then see, often leads to moderate success. It is a little easier to simply sendyour customers a linkthat directly opens the window with "Write review". Here you can simply insert your own Place ID (location ID). You can find it as follows: Enter your business in the Places API on the Google Maps platform, copy the Place ID and paste it into the review link.

2.3 Q&A

Google My Business also gives you the opportunity to publicly answer questions from customers. If you repeatedly get the same handful of questions from your customers, the business listing is exactly the right place to place them. You can also activate the chat function in the Google My Business app. This allows potential customers to send you "WhatsApp style" messages. This is not a must, but definitely a "nice-to-have".

2.4 Adding Attributes

The addition of so-called attributes is particularly useful for public institutions such as restaurants, shops, museums, etc.. There you can specify, for example, whether you have a disabled entrance, whether your restaurant is also suitable for vegetarians or whether it is cozy and casual. These are then displayed in a visually appealing way with certain emojis and lead to potential customers becoming aware of you even earlier.

2.5 Company description

The business listing also offers the possibility to describe your company with a maximum of 250 words. This is often neglected or not fully utilized, as it appears relatively far down on Google My Business and is therefore not too conspicuous. Nevertheless, it should definitely be used in detail.

3. USE OF PROFESSIONAL KEYWORD RESEARCH TOOLS

In order not to lose the overview with all the offered tools for keyword research, I would like to introduce you in the following some relevant and for most completely sufficient tools once briefly.

3.1 XOVI

XOVI is a very comprehensive tool, which makes it easy for beginners to get an overview, because there is nothing missing for a comprehensive SEO analysis. In order to keep a clear overview of this amount of functions, here is a brief overview of the different areas of analysis options:

  • Keywords: In this section you can, for example, ensure rankings for individual keywords, carry out a keyword research or get an overview of the keywords with which you have a chance of achieving a top ranking.
  • Monitoring: The focus is on key figures such as the OVI, whereby the rankings of various keywords or domain analyses can be called up here.
  • Onpage (content adjustment of your website): Here you will find tools for optimizing texts, a snippet generator as well as a tool for the loading speed of your website.
  • Search Analytics: For this you should link the respective account with XOVI in order to be able to display data from the Google Search Console.
  • Links: Here, tracking of existing links takes place, with the help of the link manager, links can be managed that are to be built up or broken down, there is also the option of backlink analysis to identify harmful or risky links.
  • Social: There is the ability to get stats on common social media channels, monitor competitors, or even find influencers.
  • Ads and Affiliate: Here you get insight into ads placed, especially by competitors as well as participation in affiliate programs and their influencers.
  • Reporting: This provides you with a number of different reports. The white label option for agencies should be particularly interesting here.

3.2 Google Keyword Planner

The Google Keyword Planner has become a "must-have tool" nowadays, and is not only interesting for the placement of ads, but also for search engine optimization. In addition to relevant keywords for your Adwords ad, the Keyword Planner also provides you with relevant keywords for the search engine optimization of your website, the possibility to retrieve keyword forecasts or the search volume and much more.

3.3 Google Trends

Google Trends is just like the Keyword Planner a service of Google, which reflects the interest of users and allows forecasts. This represents the number of search terms in connection with the total search volume.

3.4 Google Analytics

Google Analytics is one of the most used web analytics tools in the world and requires a tracking code for use, which should be integrated into your website. In the basic version, this tool is free for you, with this you always have the development of your website in view to measurably increase the success. Because you have insight into a lot of statistical data such as the number of visitors, average duration of the visit, visit behavior, etc..

4. SEO STRENGTHENING OF YOUR WEBSITE

After you have thoroughly checked the optimization options with said tools, here we will go through the 5 most important criteria which are essential for a top ranking.

4.1 Meta Title & Meta Description

Make sure that both the meta title and meta description contain your most important keywords and that the full available length or number of lines is used.

4.2 Headlines

The headlines of your website should cover the keywords that are most important to you. Title tags are similar to the headlines of a magazine. They appear in the tab of your browser when you open a new website:

Markus Hetzenegger Angel Investor from Frankfurt am Main

Screenshot Hetzenegger, NYBA

4.3 Keyword-optimized texts

What is a search engine optimized text? A text that is designed to be understood and found good by Google. Here it is important to do a good keyword research beforehand and to frequently include the most important keywords for your business in your content. This way Google recognizes your content and classifies your content as relevant for this topic. Nevertheless, make sure not to write texts that are "only" stuffed with keywords, but primarily to produce really good content. This increases the UX enormously and is strongly promoted by Google. And keyword stuffing is a thorn in Google's side.

4.4 Loading speed

Another important factor is the loading speed of your website. Especially for the mobile version, Google attaches great importance to the fast loading of the content. To test the loading speed of your page, please go here: Google Page Speed Insights.
After analyzing your loading speed, Google shows you your performance using a point scale from 0 to 100. In addition, the analysis throws out suggestions for improvement. Classics are examples like the correct dimensioning of images. If your result is below 50, there is an urgent need for action.

4.5 Mobile Optimization & UX

A responsive website needs to be standard these days. Why? A website that is mobile optimized is not only promoted much more by Google - keyword mobile first indexing - but is also better accepted by visitors. There's also the fact that the trend has been moving towards mobile for years now, whether we're talking smartphone or tablet. A mobile website must load quickly, be easy and intuitive to use. Less is often more here:

Mobile UI / UX optimization

Screenshot Hetzenegger, NYBA

The bottom line is this: In all search engine optimization, including keyword-optimized texts, you must not lose sight of the user experience.

With my guest post, I would like to give you a few practical tips so that you can improve your ranking on Google on your own. I wish you maximum success in implementing them. If you have any questions or suggestions, feel free to get in touch with me.

Published on: Dec 25, 2019 on https://onlinemarketing.de
Original Article:
https://onlinemarketing.de/news/5-tipps-organisch-seite-1-google

From
Markus
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2
Min. reading time
online marketing

Current Porsche campaign

Analysis by Markus Hetzenegger of the current Porsche campaign

At regular intervals, experts from the digital industry evaluate and analyze current advertising campaigns exclusively for us. This week, Markus Hetzenegger, CEO and founder of the NYBA Media agency, comments.

By Markus Hetzenegger, Managing Director and founder of the NYBA Media agencyKlaas Heufer-Umlauf as brand ambassador for Porsche? Please what? If you're currently making a facial expression similar to that of Klaas Heufer-Umlauf while shopping, it's understandable. At first, this fact seems more than bizarre to outsiders as well as to himself, but he convinces with his natural, funny and, above all, honest manner. In the campaign, the presenter is shown in everyday life with the new Porsche 911 model. Even the campaign's title "Less twist, more torque" says a lot about the concept behind it: The focus is on everyday life.

Porsche demonstrates courage

Back in 2018, well before the collaboration, Klaas Heufer-Umlauf revealed himself to the weekly magazine "Die Zeit" as a Porsche fan. So it's fitting that he "has to" put a brand-new 911 in his garage at no extra cost. The campaign with Klaas Heufer-Umlauf is causing a big stir online and offline and is the subject of much discussion - and not just because he is accused of double standards, having recently rapped for a more considerate world and environmental protection with "Clans for Future. My conclusion on the campaign: absolutely successful and hits the nerve of the time. In addition, Porsche shows a lot of courage by not taking itself too seriously and at the same time leaning far out of the window as far as its own image is concerned. A daring step that is rewarded with the campaign's success, because the marketing cocktail"Advertising 2.0" requires increased creativity and approachability.

Published on:Oct. 21, 2019 on https://www.internetworld.de
Original article:
https://www.internetworld.de/sonstiges/bewegtbildwerbung/porsche-klaas-ehrlicher-botschafter-2137706.html

From
Markus
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5
Min. reading time
TikTok

TikTok for Business

Here's how companies get started with social media marketing for Gen Z.

Tiktok takes an innovative and creative approach to online content sharing, allowing users to create short videos with music, filters, and several other features. Users are encouraged to be as creative as possible when creating their content. The genre ranges from funny to shocking to heart-wrenching stories. With users mostly over the age of 18 on the all-knowing platforms like Facebook and Instagram, and a tendency to be older on Facebook, it was only a matter of time before an app for Generation Z would spring up.

THIS IS HOW BRANDSAND COMPANIES CAN USE TIKTOK
This step-by-step guide shows how businesses can register on Tiktok, and gets them started right away:The first thing to do is create the account with a username. The username cannot be changed afterwards, at least not at the moment. A meaningful profile description and the link to one's own website and all existing social media channels round off the profile. This can draw followers' attention directly to the other channels and direct them there. Be creative with the profile picture and find something that fits the brand or company, but at the same time fits the platform Tiktok. A good example is the profile picture Mercedes chose for November. It refers to the widespread Movember in the English-speaking world, in the course of which men do not shave, but leave a beard to collect donations.

  • After account creation, there is an option to switch from a personal account to a pro account. Go to the menu and click on Manage My Account. This step is recommended, because there you can distinguish between a person of public interest, education, media, music / dance, beauty / fashion, medicine / health and other categories. The added value of the Tiktok Pro account lies especially in the analytics provided, which give detailed insights about the performance of the videos and the followers.
  • As soon as steps 1 and 2 are done, you can start with the first Tiktok video. This should ideally be shot in portrait format (1,080 x 1,920). When it comes to the content, make sure it is relevant to the target group, humorous and encourages them to follow along or join in. Consider with videos: Entertainment comes first on this platform.
  • When uploading the video, you can adjust the speed as desired and also select an alignment. In addition, you can design the video with colorful filters, music, other effects, additional texts or stickers. Also the volume is freely selectable and a cover image, which can even be displayed as a GIF in the feed. Finally, you can add a short description, tags and hashtags. As with other social media platforms, the same applies here: Content is king!
  • In order to increase its reach, the cooperation with influencers offers itself. You can also pay for advertising space on Tiktok; however, this use has not yet been activated for Germany.

MARKETING FOR THE GEN Z ON TIKTOK
All the influencer marketing techniques that already dominate on other video-based platforms, if done right, will also be successful on Tiktok. If your product fits the audience of your chosen influencer, the first step to success of your Tiktok influencer campaign is made. Brands should encourage influencers to make videos using the sponsor's particular product itself. When doing so, make sure that the influencer and the brand are a good match as well. Authenticity must always be at the forefront. There is little to no benefit in encouraging an influencer to promote a product that doesn't suit them.When it comes to execution, the influencer should be given complete freedom in content creation. He knows his community best and can gauge what will resonate and what won't. Tiktokers are also more interested in originality and fun, so the quality of the recorded videos is more in the background, unlike on other platforms. It is much more crucial to react to short-lived trends as quickly as possible and to create varied content that is relevant to the target group.

VIRAL CONTENT IS THE KEY TO SUCCESS
Viral, funny and refreshing content is the key to success. It is imperative to keep this in mind when creating content - no matter if it is a brand or a company. Don't necessarily jump on a bandwagon that's just taking off, but illuminate a topic from a completely different angle and in this way help determine trends. The best example of this is the successful Tiktok marketing campaign with the hashtag #YouOwnIt by Mac Cosmetics, which was developed with the international agency Pulse Advertising. The background to the campaign was this year's New York Fashion Week, where the brand wanted to stand out from the masses of cosmetic products. It succeeded in doing so with great success. The campaign's message aimed to call for more diversity on the one hand, and to live both expressiveness and individuality on the other. To kick off the #YouOwnIt challenge and drive the launch, nearly 20 influencers from Mexico and the US were tasked. The task was to transform themselves from a girl in the neighbourhood without make-up into a catwalk beauty with Mac Cosmetics and to document this via the music video app Tiktok.With the varied video clips, the role models each called on their own community to also post such a video online. 2.4 billion video views have been generated by the campaign so far. Mac Cosmetics has succeeded in making Generation Z familiar with the products in a playful way and at the same time introducing them to the brand.

CONCLUSION
Tiktok is still a very young platform on which a lot will be tested and the most diverse formats tried out in the near future. And that is a good thing. You don't often get an opportunity like this. With Tiktok, marketing is being rethought. Companies and brands are getting a huge opportunity to be close to Gen Z and be present in their everyday lives. The big winners of social media marketing 2.0 will be the companies and brands that are brave enough to embrace this trend and focus more on authentic, native and emotional content in the future.

Published on: Dec 25, 2019 on https://t3n.de
Original Article:
https://t3n.de/news/tiktok-starten-unternehmen-fuer-1227509/

From
Markus
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5
Min. reading time
online marketing

Entrepreneur.com Interview

How NYBA 'Generates 9-figure revenues for customers'.

In this series called Member Showcase, we publish interviews with members of The Oracles. This interview is with Markus Hetzenegger, founder and CEO of NYBA Media GmbH, a digital marketing agency. It was condensed by The Oracles.

Who are you?
Markus Hetzenegger: I’ve never been someone who does what other people tell me. I’ve always made my own path because I know what’s best for me more than anyone else. When I was 18, I knew it was time to make a change, so I quit a “safe,” esteemed dual program at BMW to fulfill my dreams.This risk didn’t work out right away. I didn’t know anything about self-employment, and I didn’t have entrepreneurial parents to give me advice. I became who I am today only through willpower, trial and error, continuous learning, and optimization. Now I’m a 23-year-old CEO whose company, NYBA Media, generates nine-figure returns for our customers.

What are you more skilled at than most people in the world?
Markus Hetzenegger: I understand marketing and how to convince people to buy a product and become lifelong fans. I’ve always been fascinated why some companies can sell T-shirts for $300 while others can’t sell theirs for $20.Over time, I’ve learned what works and what doesn’t by continually optimizing, improving our processes, and passing on that knowledge to our customers. Speed and results are what matter most.

What excites you the most about your business right now?
Markus Hetzenegger: I love creating things and being part of our customers’ success. I’m always excited to see the results of our work, especially now that we can choose our clients. When it comes to selecting projects, we prefer quality over quantity. We prioritize scalable projects with a great deal of potential and the opportunity to think outside the box.We always start by understanding our partners and their goals so we can take responsibility for their overall success. I like the challenge of marketing, optimizing, and scaling for companies from a wide range of industries. It’s never boring, and there are always new things to learn, even if you think you’ve reached the top. In the end, we get to create more than great business partnerships — we’re also building friendships.

What book changed your mindset or life?
Markus Hetzenegger: I read a great deal, but “Psycho-Cybernetics” by Maxwell Maltz has inspired me like no other book. It opened my eyes to the importance of your mind. You are the product of your imagination — using your imagination and beliefs, you can change that “product” step by step. You can change your entire life by changing your self-image because you will start thinking and acting like the person you want to become.

What advice would you give to your younger self?
Markus Hetzenegger: Stick to one thing and become the best at it. I used to impatiently jump from one project to another, usually right when it was time to reap the rewards of my work. I always wanted more and was never satisfied, even when everything was going well. I was always looking for a “better” way to succeed faster. Even when my podcast became one of the top three German business podcasts a few years ago, I still wasn’t satisfied.When you work on something long enough, it can only succeed. There is no other option. So, focus on one thing you genuinely stand behind. Endurance and consistency are essential.

How do you define great leadership?
Markus Hetzenegger: Great leadership is a management style that doesn’t feel like leadership. “Loving strictness” describes it best. Employees are given maximum responsibility, and the relationship is based on honesty and loyalty.I expect absolute transparency from my team, in exchange for a great culture and above-average pay. I let everyone come up with new ideas and think outside the box, not just execute on a plan. Individual responsibilities vary according to their strengths and interests, instead of education. I’m creating an atmosphere where everyone can grow and learn. Our hierarchy values good ideas more than your position or tenure in the company. The product doesn’t make a company — the people and culture do.

How do you hire top talent?
Markus Hetzenegger: Mindset is more important than skill set. It’s easier to learn a new skill than to change your mindset.Talented employees are no longer just attracted by money — they want to be part of something bigger. The best want to work with the best. So, it’s important that your company is already at a high level or at least has a bold vision. Your culture, mission, and vision are vital, so take your time investing in them. Don’t just hang them on the wall. Model your workflow after them.

Which single habit gives you 80 percent of your results?
Markus Hetzenegger: I continuously reflect and optimize everything I do while focusing on my goals. I ask myself often whether what I’m doing today will bring me further tomorrow. If not, I make a change.I try to improve a little every day. In the end, any goal is attainable if you do that. By simply learning more about something, the better your decisions will be, which will impact your outcomes.I’m an optimistic person and believe everything that happens to you, happens for you. Trust that life is on your side, even if you can’t see the positive side of a situation.

If you ever start a charity, what would it be called and what would it do?
Markus Hetzenegger: I grew up next to the ocean in a small village in the south of Spain. I spent nearly every minute by the sea, which has always been close to my heart. When I swam with a wild shark in the Bahamas a few years ago, my heart expanded to a completely different level.Sharks have survived four of the five mass extinctions, which means they are older than humanity. But the sad fact is that they are now in danger because of us. Humans kill 100 million sharks every year to sell their fins. Sharks are the lungs of our oceans and the most important animals to our marine ecosystems. Without them, we would face a natural disaster. Something has to change. How that happens is secondary; the “why” is what matters.

What do you want to be known for, or what do you want your legacy to be?
Markus Hetzenegger: Meaningful work and relationships are most important to me. I want to build something big that will positively impact millions of lives. Success is only a side effect when you do what you stand for. To me, life is like a game where you can lose or win — and I like to win.

Connect with Markus Hetzenegger on LinkedIn, Instagram, and Facebook, or visit his website.

Veröffentlicht am: 12.02.2020 auf https://www.entrepreneur.com
Originalartikel:
https://www.entrepreneur.com/article/346206

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