Digital Marketing Knowledge Stream

#Facebook  has introduced ‘Performance Goals’ (the former version was called ‘optimization for ad delivery’) through which you can measure the success of your ads. The performance goals work just like KPIs. A KPI is not a goal. However, it needs an accompanying goal to be effective. A goal is a specific outcome or result you want to achieve. In comparison, a KPI is a metric that tells you whether you are on track to achieving your goal. For example, if your goal is to decrease acquisition cost, your KPI could be a ”percentage decrease in CPA in the last month‘. Here the KPI does not define the goal itself. It only tells you whether you are on track to decrease your acquisition cost.  So don’t try to use KPIs and Goals interchangeably. Similarly, if your FB campaign goal/objective is ‘Sales’, then Facebook lets you track its performance through performance goals. Following are the various performance goals (aka KPIs) available in FB for the ‘Website Sales’ objective: #1 Maximiz...

  An SEO audit is where you find opportunities to improve a site’s search performance. It involves finding technical, on-page, content, and link-related issues to fix or improve. Everyone’s SEO audit process differs, as there’s no universal approach. But there are a handful of basic issues all site owners should look for.  You’ll learn how to check for 14 of them in this guide. 1. Check for manual actions Manual actions are when a human reviewer at Google decides that your site doesn’t comply with  their webmaster guidelines . The result is that some or all of your site won’t be shown in Google’s search results.  You’re unlikely to have a manual action unless you’ve done something drastically wrong. But it’s still arguably the best first thing to check because if you have one, you’re dead in the water before you even start.  To check for manual actions, go to the  Manual actions  report in Google Search Console.  If it says anything...