Digital Marketing Knowledge Stream

  SEO Trends 2022 As every year, hundreds of articles on digital marketing trends and predictions flood the news sections.  The slightest mention of Google's algorithm captures the attention of SEO professionals , although the reality is that in recent months we have not witnessed any disruptive changes. The reason for this becomes obvious once we review the "news", as they all follow in the wake of the previous year (and the year before that, and the year before that...). Google has made it pretty clear, but are we listening? Also Read: One of the powerful SEO strategies ever What do search engines want, and especially Google? This is the million-dollar question. Search engines work as follows:  they crawl all the links available to them, create a huge index and decide by means of a secret algorithm how to sort what they have found . When you search for something, the search engine in question will offer you the links that best match your request. If you search for ...

#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...