Jul
22


Facebook’s CPC Policy Shift: Transitioning from a Social Platform to an ROI platform

Matt Weltz In a move that universally delighted CMOs and digital marketers alike, Facebook has decided to shift their policy to no longer charge for social clicks (likes, shares, comments, etc.), and instead only charge for link clicks. No policy shift of this magnitude happens without careful planning, cost/ benefit analysis, and strategic goals in mind. That said, this move is one of several made by Facebook in recent months that shift the perception of Facebook advertising from a branding and social platform to more of a direct ROI platform. The Details As stated previously, Facebook will now charge advertisers (using cost-per-click…

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Jul
15


Learn Something New Using a Project Management Strategy

Carly Calhoon The world is ever changing, growing, developing and people must adapt accordingly. Skills that were valuable even 5-10 years ago are no longer needed because of advancements in technology, low costs of outsourcing abroad, and more. Even with projected overall job growth in the US over the next few years, some industries will be drastically declining. Technological changes will continue to replace skilled workers, but they will also provide the opportunity for job growth. However, people must adapt by learning new valuable skills and by understanding how to learn them. The Search Engine Marketing (SEM) Industry The world of Search…

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Jul
06


Facebook’s New Lead Ads: Simplifying the Path to Conversion

Carissa McStay Craving pizza? Your favorite pizza is en route to your door in matter of a few clicks. Need a ride? Uber is on its way to pick you up seconds after your request. Need Directions? Google Maps instantly provides nearby points of interest and options based on your current location. In recent years digital advancements have dramatically simplified the process to complete these everyday actions. Advertising platforms are following this simplification trend by creating new ad formats that cut down the steps to complete an action. Lead Ads Last week, Facebook announced testing of a new ad format that will…

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Jun
22


Google Mobile Guru Day

Andrew Fuchs Recently, Silverback Strategies was selected to participate in Google’s latest “Guru” session, comprised of a one-day, in-depth summit covering a specific focus area.  This time the conference focused on all things Mobile, from trends and insights to strategy and implementation.  I had the distinct pleasure of representing Silverback at Mobile Guru Day, joining some of the best people from the finest agencies in the country at Google’s East Coast headquarters in New York City.  While many of the things covered by Google are already in practice at Silverback, I wanted to share some of the insights provided to help best…

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