Facebook Ad Benchmarks 2013

Facebook Ad Benchmarks are vital for testing your ad results as you split test for optimum performance.

Since 2012 I’ve been running Facebook Ad campaigns for clients. Each client’s industry performs entirely differently. Some are regarded as ‘boring’ sectors, others are more fun. Through split testing the ads in the ‘boring’ sector and using an extremely tight targeting with the creative work that tuned into the market’s mind-set, I totally topped all expectations compared to the general Facebook Ad benchmarks.

Results vary quite considerably depending on the:

        • image style choices
        • image colours and border colours
        • humour or quirkiness
        • psychographic tuning in
        • text
        • market demographics
        • market psychographics
        • time of posting – by day
        • time of posting – by week
        • type of Facebook ad
        • placement of ad in newsfeed vs sidebar
        • click through to website vs Facebook page
        • fan likes vs clicks

For one client I tested 60 different ad variations. The range of difference varied by 100% above the lowest performing ads.

What would have been handy would be this benchmark statistical information.

You’ll find this a useful for performance benchmark of your Facebook Ads also.

performance metrics by sector FB ads 2013 emarketer

Benchmark performance metrics by FB ads 2013 emarketer

Go back to your ads and check on your past performance compared to these              benchmarks.

Rejig your copy and find alternative images. Test, test, test.

Your Facebook ad campaigns

Do you want someone to run these Facebook Ad Campaigns for you?

  • Do you want a ‘Done for You’ service?
  • Want a consultant to run split tests of your current campaigns so you can improve them?
  • Want to DIY or Facebook Ads Training?
  • Do you want to learn how to run Facebook Ad campaigns?
  • Do you want to leverage your ad campaigns with competitons?

Contact me – Jenny – on 09 525 0411 or 021 1221 541

I’ll get you started for a fee of $500 and upwards plus your ad and image costs

If you are not ready for ads but just want an interesting article then take a look at this analysis of Facebook Ad Benchmarking by emarketer

Plan & Migrate a Website from HTML to WordPress

How do you plan & migrate an HTML site to WordPress?

Getting ready to create a new website?

Though it is a particularly cut down version of what you need to think through, here are some considerations, If you plan to move a  website from HTML to WordPress:

  1. website branding
  2. web marketing and planning
  3. website look and feel
  4. website housekeeping
  5. keeping website SEO juice intact
  6. prompt website migration

1. WEBSITE BRANDING – more than a logo, have you created a brand concept that is market significant  i.e. more than graphics? what are the brand values? how well does it fit your target market?

2. WEB  & MARKETING PLANNING – have you set up a sales funnel? how easy is it for them to do want they and you want them to do? what will be the structure of the pages and menu ? is it ideal from a marketing perspective as well as a web perspective?

3. WEBSITE LOOK & FEEL – have you figured out the colours? do they convey your values? how well do the graphics tune into your target market?

If you are migrating an existing HTML site you will additionally need to think about:

1. WEBSITE HOUSEKEEPING – what pages, posts, links, images will stay and which will go?

2. RETAIN WEBSITE SEO JUICE – if you do not get excellent advice and execute the move to a new site set up you will LOSE so much of what you have built up. Seek an advanced web developer to do this so that you do not damage what you already have.

3. PROMPT WEBSITE MIGRATION – it is vital to avoid site downtime. It is possible to set up a new site and develop it while an existing site is live. Doing so will allow you to make a smooth transfer from one site download to the other’s upload. There are tools to allow development site development on the desktop (as a server) as well as more traditional web dev site development tools.

Click here for useful reading about moving an HTML site to WordPress  or even this article by Smashing Magazine  . Each covers some of the technical aspects. Being aware of them, even if you cannot action them is very important so that you can find just the right person to project manage the tasks for you or to do the job for you.

A tool that claims to make an HTML transfer easy is Themepress I found it interesting to learn about, though I have not used it.

A desktop server toolset you or a developer can use to develop the website on your computer before upload is here

Want to buy a package to help you plan your new website?

Soon I will bring out a product that you can download that steps your through the website planning process.

Interested in pre-ordering?

It’ll be cram packed with checklists, advice, set up instructions, understanding different types of website themes that are on the market, web marketing considerations, content planning, plus 1 hour of coaching / mentor time.

For $197 it’ll be an absolute steal! I normally charge $125 per hour for one on one coaching!

Email me at jenny@tweettwins.co.nz or jenny.w@slingshot.co.nz to order the WEBSITE PLANNING PACKAGE

No download button yet – as I want an idea of interest levels before putting in time to set up.

So email if you want to buy this package and we’ll get it all sorted for you with payment instructions, with delivery within 3 working days of payment (after receiving your email order)!

Social SEO Update: Infographic of The Test

Social SEO Update: Infographic of The Test

This is an update based on further testing and research about how Social Signals and SEO work together.

Sometimes people ask

‘Does Social Media work?’

‘Does Online Marketing work?’

‘What works now in online marketing and Social Media NOW – today?’

So this infographic is a great answer to those questions.

It is courtesy of TastyPlacements.

They wanted to test How Social Media Activity Impacts Organic Search Rankings. So how does Social SEO work? What are the findings of their test?  Here is an Infographic of The Test based on their premise –

‘Can social media activity impact organic search rankings? Popular wisdom says yes, but we set out to prove it with a simple test. We’ve compiled our findings into an easy-to-follow infographic’.

Infographic: Testing Social Signals

Infographic authored by TastyPlacement, an
Austin SEO
company, To view the original post, see the original

Social Media Infographic

Lead Nurture – Emails that Work Emails that Don’t Work

During consulting the needs vary greatly.

Sometimes I am reminded of client needs from questions and their progress through strategy and training. Other times I am prompted by what arrives in my inbox. I’ve started a swipe file of effective emails. Some emails arrive that work well, other emails don’t work at all. In fact they alienate!

Lead nurture prospecting

Let’s look at 2 email examples.

One email that works.

One email that doesn’t work

Recently 2 emails arrived that each prompted me to download a report.

The next step was interesting.

One email jumped a few steps from my mind-set and stage in the sales process.

It was exceedingly uncomfortable as a recipient. The other got me onside.



The email that didn’t work for me

‘Hi Jenny,

Just following up on my email below.  Can we set up a quick call in the next week or so?

The email referred to was:

‘Hi Jenny,

Thanks for downloading our [name of ] eBook!  As I see that you are interested in [topic] and [another topic] in general, I would like to take this opportunity to set up a quick call to introduce [company name]. I think [company name] can be a great tool for helping you [company name] is the #1 [industry type] tool and helps over [number] websites to improve conversions, sales and revenue and optimize their online experience. It is trusted by some of the largest websites, such as [client names]. Our clients report great results such as 55% boost in conversion rate, 17% reduction in bounce rate and 39% increase visit duration. 

We’ve gotten great feedback so far and I’d like to hear what you think. I am pretty open, what time works for a quick call?   

Looking forward to speaking with you! 


[name and contact details]’

The email that worked and created rapport
Now compare that with this email from a completely different company I downloaded content from:

‘Hi Jenny,

I saw you downloaded a few ebooks and reports on [company name] just now, and I thought I’d say hello.

I realize timing-wise you’re probably just in the research phase, so I just wanted to learn a bit more about your company, and see if I can help at all.

Is there any information/research I can help put together for you?

[Name and contact details]’


What differences do you see

in their email marketing tactics?

The learnings

1. The Call to Actions are different: #1 asking for a call vs. #2 asking to help solve a problem. #2 is way more effective. #1 caused me to think ‘I don’t know you, I don’t recall your first email, I don’t want to talk with you. Why do I want to have an interest in your company?.’ #2 left me thinking ‘I like you, you are friendly and you care about what I think and feel.’

2. The Tone is different: friendly vs. formal. I appreciate informality and many business owners do too. #1 is formal.

3. The Tuning In is different: #1 wants to assert itself. #2 wants to understand me, tries to put themselves in my shoes. #2 recognises the stage in the sales cycle / buying cycle I am in. #1 is jumping from interest in a report, to interest in the tool and its company without feeding / nurturing my need, desire, interest or knowledge of them. They did not check to see if I’d got the first email. They jumped say too many steps into a decision making process. #2 has not thought about what it is like being in its prospect’s shoes.

4: The Follow up is different: #1 wants to jump a step or 2 and get in front of me before they earned the right to. #2 has not yet followed up but it tried to build a relationship readying me for the next stage in the sales funnel. #1 needs to add a few rapport building emails that follow also tune into the stages of the decision making process from rapport to problem recognition / needs to education to solution  leading to curiosity and enquiry.

5. Telling vs Asking: #1 just wants to tell their story! Where does the prospect fit with this communication? This mistake is layered upon formality.  If #1 still wanted to keep formality what they could do is ask me a question to break the informality and create a conversation. Such conversation would prepare my thinking and build desire for the phone call. They could even give me 2 communication choices – a call or email conversation.

6: You and I: We: #2 uses I as a first word. People of my age are taught not to do this BUT we should as it works!  ‘I saw…I realize…I want…I see’. Why does it work? While I read, I can ‘hear’ the person in front of me as if they are in the same room with me. It is like a nice ‘get to know you’ chat over coffee’. At the end of the email is a person who is not afraid to be personable, friendly and have a personality.

7. The Company / Product vs Email Reader: #2 wants me to know the company, not their product and I can not tell what kind of personality is behind the email. The email seems to be written as if the Company and Product are more important than the person receiving the email.


All markets differ. Each sales funnel will differ. The principle and planning behind each are similar.

Start by consider who your target market are. Know them more than their age, gender and location. Walk in their shoes.

What questions will they ask? How are the senses they will use? What will need to know as they go from low interest to product and company comparison to purchase, and all the little steps between? Be very human. Ponder how you might re-write your emails so they are more in tune with your market. Which emails will you start with?


PS Pay attention to your headline – it is a single line message to get people to open the email!

What are your questions about this topic?



Social SEO Update: Does Google Use Social Media to Build Website Rank?

In the market place there appears to be a bit of confusion about ways Social Media affects or even benefits their website’s SEO. Does Google Use Social Media to Build Website Rank? Here is an update about Social SEO.

Recently I saw the comment from a blogger who suggests ‘the more people are talking about you and engaging with your brand on social media, the higher Google ranks you for your search terms’. As there are many aspects to this and it constantly changes, I began searching for a better way to explain how Social SEO works in 2013.

So the question is Does Google Use Social Media to Build Website Rank i.e. Social SEO?

In answering this, it is important to differentiate between ranking the website, ranking the content and ranking the type of interaction.

Key research into 2013 ranking factors are at:

http://blog.searchmetrics.com/us/2013/06/27/ranking-factors-2013-google-usa/ with an infographic summarising the results at www.searchmetrics.com/us2013


Searchmetrics reports on their results: ‘We have evaluated the 30 first search results of 10,000 keywords, thereby analysing 300,000 websites. As a consequence, we have not only analysed the top keywords, but also culled navigational searches as well; filtering largely brand search in order to deliver a better result.  The result is 150 GB of data for all titles, descriptions, links, content, etc. – together with several billion backlinks, Facebook likes and shares, and millions of tweets and PlusOnes. In short: we have once again searched through a large, fresh database in order to show you what the top URLs in the Google SERPs have in common, and what makes them different from the more poorly ranked pages.’

The SEOMoz approach was similar with similar results.

Myth or Truth? #1: Google Ranks Specific Posts? 

This was true before 2009 but not in 2013. In 2008 and 2009 as Twitter and Facebook began to ramp up inn B2C markets and LinkedIn began to gain favour in B2B markets, some Social Media interactions ranked. Some activity influenced rankings of content.

Since around 2009, this has not been the case. Google does not rank the Social Media content any longer. There is no link juice of s to websites based on Social Media interaction levels, as they bear ‘rel=do not follow’ on the content / links.

Some Social Media consultants report temporary ranking of Facebook content. Temporary ranking  is a matter of hours not days or weeks. Therefore we would not consider it a viable content ranking factor.

Myth or Truth? #2: Engagement affects a Website’s Google ranking?

Yes. No. To a degree it appears SEO’s agree that there is some correlation between interactions and rank. It does seem to vary from platform to platform. These are called ‘Social Signals’. These signals include things like Facebook comments, Pinterest pins, tweets, and – perhaps most importantly – Google +1 posts.

How does Google rank social interaction in Q3 2013?

The Moz Blog (SEOMoz) recently surveyed 120 professional SEO’s and report on the key factors in their article entitled 2013 Search Engine Ranking Factors. One of the aspects they evaluated are ‘Social signals, especially Google +1s and Facebook shares are highly correlated.’

SEOMoz suggests ‘As in 2011, social signals were some of our highest correlated factors, with Google+ edging out Facebook and Twitter’. Google + ranked highest followed by Facebook shares, then tweets. SEOs, on the other hand, do not think that social signals are very important in the overall algorithm. This is one of those places where the correlation may be explainable by other factors such as links, and there may not be direct causation…SEOs do not think social factors are important in the 2013 algorithm (only 7%), in contrast to the high correlations.

Myth or Truth? #3: Google Ranks Social Media Profiles?

Yes and No. There seems to be little research about this specifically. Again it appears that Google is favouring Google + . This is a contrary topic. Google’s Matt Cutts denies that they rank Google + higher than other online sources.

The industry suggests that it is a healthy practice to use good keywording in profiles is of benefit to Google ranking. Key wording profiles is recommended as one of the many says to ranking  within a Social Media Platform itself.

Conclusion and Comments on Social SEO

1. Prioritise your use of Social Media based on Google’s favourite Social Media. Post on Google +.

2. Prioritise based on your market’s use of Social Media

3. Use Guidelines to use SEO Best Practice https://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf

and http://moz.com/blog/ranking-factors-2013

4. Use keywords in profile About Us sections

5. Keep on being Social to influence brand awareness

21 Ways to Repurpose Content for Traffic & Interaction

Stuck for idea on where to create content or ways to repurpose what you already have?

Wanting ways that will set up your content, ready to generate traffic and get interaction with your ideal target custom and your best markets?

These 21 ways will guarantee you’ll never be short of ideas again!

  1. Mobile App
  2. Your blog or Guest blog
  3. Facebook
  4. YouTube & video sites
  5. LinkedIn
  6. Image sharing sites
  7. Teleseminar or Webinar
  8. Google Hangouts
  9. Augmented Reality
  10. Ecourse
  11. Ezines
  12. Online radio
  13. Podcasts
  14. Freebie specials
  15. Speech
  16. CD DVD Kindle ebook
  17. Hard cover printed book
  18. Live events
  19. Coaching mentoring or training
  20. Press releases
  21. VIP days

Now are you stuck with how to put these into action?

Not enough time? Not enough know how?

That is where I come in to get your projects on the go from start up to getting content up online. Content done for you.

Want me to take care of it for you?

Call me on 525 0411 or 021 1221 541 or  email jenny@tweettwins.co.nz – Jenny

New Facebook Contest & Promo Rules

Facebook Promotional Guidelines for Contest 2013

Just hours ago Facebook released breaking news of its new and loosened Facebook Contest and Promotions Rules and Terms of Service.

These are published under Facebook’s Page Promotion Terms as well as Facebook’s downloadable Promotion Guidelines. In short you can run contests in a simple way by asking for a Like, Comment, or a Message (not a share). Third party apps use are no longer a requirement. From August 2013 Facebook Contest Rules will never be the same again!

This change makes it easier to run promos, and it will save you time and money. It makes it easier to start Facebook marketing, and begin to reach early goals. This is especially good news if you are in a lean start up phase.

What does Facebook regard as Promotions?

Facebook suggests these:

  • Entry/registration
  • Element of chance
  • Giveaway or prize

What has Facebook changed with its Competition and Promotion rules?

  • Facebook no longer requires third party apps to administer competitions
  • in other words – it is now legal to use the Page timeline to promo competitions with no app

Can Facebook Page Administrators still use apps?

Yes you can still use apps. Facebook gives Pages permission to administer promotions via their Page tabs and apps as long as the promotion is run according to Facebook’s promotion guidelines. Do I recommend using third party apps still? Yes, definitely, as soon as your budget allows. Apps are a benefit for gathering email addresses for long term relationships, market education and promotion, and analytics. Apps allow you to be in control of your database, and your marketing.

Why is Facebook making this change to its Contests, Competitions and Promotions rules?

  • ‘Facebook wants to make it easier for marketers to create and administer  Contests, Competitions and Promotions
  • it benefits companies of all sizes
  • it aligns its policies’

New Facebook Contest rules Aug 2013  http://www.tweettwins.co.nz

What CAN you do with Contests, Competitions and Promotions?

since the 27th August 2013 change Facebook Pages can:

  • ‘Collect entries by having users post on the Page or comment/like a Page post. Note – ‘sharing’ is not in this list!

  • Collect entries by having users message the Page

  • Use an app to promo


This is a bit like using Facebook likes as a voting mechanism.

What can you NOT do with Contests, Competitions and Promotions?

since the 27th August 2013 change?

  • Tagging: Facebook prohibits Pages from tagging or encouraging people to tag themselves in content that they are not actually depicted in. So, it’s not OK to ask people tag themselves in pictures of a new product in exchange for a chance to win a prize
  • Clients must not administer a promotion on a personal Timelie or Profile Page. This has not changed.’
  • Can’t ask people to take part in a promotion by liking, sharing, or posting something on their Personal Timeline. All must be done on the Facebook Page


Note key elements:

  • that as the policy does not permit ‘share’
  • the policy does not permit this interaction on Personal Timelines / Personal  Profiles
  • tagging is a no, no.

Why are Facebook Competition interactions limited to Pages?

  • Facebook wants high quality content with caring Page with Fan interaction
  • Privacy control is another issue. Confining interaction to the Page enables fans to control, choose & ‘limit visibility of their interaction to only themselves, friends or to a custom group of people ‘
  • Technically it is not possible for ‘Pages to access all of the entries that people post on their own Timelines unless these entries are public.’

What are the benefits of Facebook competitions with no contest app?

  • SAVES TIME – simply create post that requires people to like, comment and message for a chance to enter and win the contest. The post will show in the Facebook’s News Feed. Simple, easy, no learning curve, no software
  • SAVES MONEY – it’s FREE. No apps to lease or buy. Less graphics to design. Spend the money on the prize and on ads to promote the competition and grow your fan base instead!
  • SAVES EFFORT – easier for people to enter a contest. In the industry we anticipate this will make it easier for people to see and interact with your contest.
  • MOBILE FRIENDLY –  The contest will be as mobile friendly as Facebook is (Apps tabs are not mobile friendly.). No more concerns about whether contest is mobile friendly or not.
  • STRESS FREE – no worries about which is the best app to use – if you decide on the ‘no app’ way
  • INTERACTIVE – competitions are a great way to get fans to talk and interact with you – on your Page

If a couple of clients follow through with their plans, I will soon be testing competitions with some fairly new Facebook Pages. Come back to this bog to see the results using these new and loosened Facebook contest rules.

What are the disadvantages of Facebook competitions with no contest apps?

  • WILL NOT BUILD LIKES – without an app you will get comments, but you won’t build likes. Apps require ‘likes’ to enter
  • WILL NOT BUILD AN EMAIL LIST – without an app you will not build an email opt in database. With an app as people join the contest they also opt in to your database.
  • LESS BRANDING OPPORTUNITY – strong branding and looking professional attracts.
  • LESS PROFESSIONAL – while no apps & posting to the timeline is a simple, it is also a less professional method. For those with design and programming skills, an alternative to using third party apps, is to set up a landing page .

How To Run a Contest from Your Fan Page Timeline in 2013

  1. Plan the competition. Write a post telling your fans about the contest (graphics & ads will help a lot!), choose a winner and give away the prize. Promote the completion.
  2. Or after competition planning, use a third party app to host the competition. Choose a winner and give away the prize. Promote the completion. Promote the completion.
  3. Or with competition planning, set up a landing page to lead capture, Write a post / display graphics telling your fans about the contest, choose a winner and give away the prize. Promote the completion.

More info on Facebook Promotion Guidelines 

For info on Facebook contest apps  and pre- August 2013 Facebook contest rules head on over to this post

Interested jn the legal implications of the new Facebook Promotional Guidelines and contest rules?

You will find this link on Facebook Promotion Guidelines handy for the official word from Facebook

Want help with your Facebook Ads and Contests?

If you need a hand with planning your Facebook competitions, using Facebook apps, and planning or implementing Facebook Ads (yes, you need them to work hand in hand with your competitions) then ask me!

Chargeable Options:

1. Q & A session

2. Coaching or training

3. Consulting – done for you planning

4. Consulting – done for you planning and implementation

Contact me: The very best places you can reach me on are https://www.facebook.com/TweetTwins or http://www.linkedin.com/in/jennywilmshurst  (if this site was a fully fledged website I’d be using automated landing pages and automated forms). A new website is in early planning stages!

Info I will need in your initial enquiry are: your Facebook page url, your personal profile url, website, estimated Facebook Ads / Competition campaign start date, budget, which chargeable option you’d like to use. We will talk about other planning needs when we get started.

Looking forward to helping you!