How Facebook Messenger Chatbots Lead to Conversion

Facebook  will now allow businesses to deliver automated customer support, e-commerce guidance, content and interactive experiences through chat-bots.

By providing utility through its huge developer and business ecosystem, Facebook is trying to boost loyalty with Messenger, one-up SMS and keep up with chat competitors like KikLine and Telegram that have their own bot platforms.

– TECH CRUNCH

Check out “Bots are here to make your life easier” video CLICK HERE

what is a bot?

BOTs are automated accounts that follow specific instructions to interact with users. Think of them like phone answering services with specific responses and questions to prompts.  They commonly serve up content — like a link to your website or a team photo or a featured blog article about you — but they can be programmed to do all kinds of things. There’s plenty of hype around them too, because chat apps are so sticky for being easier to engage with than downloading apps. BOTS could be an important vehicle for reaching consumers and getting contact info. (LEAD CONVERSION).

Source: https://techcrunch.com/2016/04/05/chat-app-kik-launches-a-bot-store-and-anyone-can-make-bots-for-it/

Google Broad Core Algorithm Update January 2020

Google reported a January 2020 core update that started to roll out around 12:00 PM ET on Monday, January 13th.

That rollout was “mostly done” by Thursday morning, on January 16th. We also know that this was a global update, and was not specific to any region, language or category of web sites. It is a classic “broad core update.”

Some industries are reporting this a huge update.   “There is massive movement at the top of the SERP for the Health and Finance niches and incredible increases for all niches when looking at the top 10 results overall.”

“It’s another core update where thin content got penalized and where Google put an emphasis in YMYL.”   YMYL stands for: Your Money, Your Life. YMYL pages are those that could contain information that has an impact on your money or your life. Google’s Search Quality Guidelines, section 2.3 state: Some types of pages could potentially impact the future happiness, health, or wealth of users.”  says Search Engine Land.  This could impact Home Health Care.

Google has given advice on what to consider if you are negatively impacted by a core update in the past. There aren’t specific actions to take to recover, and in fact, a negative rankings impact may not signal anything is wrong with your pages.  However, Google has offered a list of questions to consider if you’re site is hit by a core update.  See the list here:  https://searchengineland.com/google-advice-on-improving-your-sites-ranking-for-future-core-ranking-update-320184

The update doesn’t seem to affect as many pages as with the March or September update in 2019. But has similar characteristics.”

Source:  https://searchengineland.com/the-latest-data-on-the-january-2020-google-core-update-327683

About Facebook Ad Budgets , Cost Control and Forecasting for 2020

What Facebook budgets are and how they work

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A budget is the amount of money you want to spend on showing people on Facebook your ads:

It’s also a cost control tool.  It helps control your overall spend for an ad set (or campaign) the same way a bid strategy helps control your cost per result.

You can set your budget at the ad set or campaign level. Whichever level you choose, there are 2 types of budgets:

Daily budgets: The average amount you’re willing to spend on an ad set or campaign every day.
Lifetime budgets: The amount you’re willing to spend over the entire run-time of your ad set or campaign.

Say that your optimization event is website leads and you know that you make a $10 profit as long as the cost of a lead is $100 or less. You could set a high budget as long as you pair it with a bid cap or cost target of $100 or less. If you’re profiting from each lead, there’s probably no reason you wouldn’t want as many as possible.  If you are fishing for leads you want the lowest clicks to website.  We like to use $2.00 per click as a reasonably low cost per click.

It’s possible that Facebook will saturate your audience and run out of leads  or your creative stops working, but this type of constraint can be preferable to losing leads because your budget was too low.

We like to suggest testing your Facebook budget by using a five day test using a  $5 per day budget for 5 days.  This test period will give you data to project cost per click and impression reached.  Using the data from the 5 day period will allow you to forecast and set budgets for longer ad runs or ongoing campaign ads.

HomePage Marketing can help you develop a Facebook Campaign that is right for your specific targets, budget and message.   Learn more about out how we can help with Facebook Marketing: Click Here

Are Google Dynamic Ads Right For Your Business?

Should a Franchise Office Use Dynamic Ads?

We do not recommend Google Dynamic Ads for our BrightStar Clients – Here’s Why:

Dynamic Search Ads can quickly direct potential customers to where they want to go on your site.

Dynamic Search Ads use your website content to target your ads and can help fill in the gaps of your keyword based campaigns. Dynamic Search Ad headlines and landing pages are also generated using content from your website, which keeps your ads relevant and saves you time

When someone searches on Google with terms closely related to the titles and frequently used phrases on your website, Google Ads will use these titles and phrases to select a landing page from your website and generate a clear, relevant headline for your ad.

Example: You own a home care franchise. Someone searching on Google for “home care” sees your ad with the headline “Best Home Care in  NYC,” clicks your ad, and then lands on a page.  It can be a page you target that’s dedicated to home care.

  • The searcher could  be an employee/client looking on Google for BrightStar Care and you are paying for employee or client clicks.  We can’t use negative keywords.

We do not like to rely on only Google’s machine learning too much, so we do not recommend Dynamic Search Ads. Dynamic Ads are not right for our clients because in most cases, our client do not want to pay for the unwanted traffic they may get from automated ads.

On Page Vs. Off Page SEO

Health Care Franchise Marketing

Here is a look at how we work with Franchise Owners to help supplement the franchiser’s marketing efforts:

ON PAGE SEO includes site metadata, HTML coding and site key wording – these website functions are managed by the BrightStar Care franchise office.  Local franchise owners have limited access to the the website and no access to the metadata, and limited website editing ability.

The BrightStar Care Franchise  manages the owner’s website’ ON PAGE SEO, including key wording, graphic/photo tagging, page templates/copy and the site’s metadata and HTML coding. The site’s metadata and keywords influence the local owner’s site’s organic search position and site traffic.

The franchise is responsible for driving local search and page rank that has the most influence on traffic to your local website. HomePage Marketing helps supplements these efforts with both ON PAGE and OFF Page SEO. The ON PAGE SEO areas where HomePage helps impact search rank and provides website services include blogging (helping key word density and building site links and content for the search engines to crawl/rank), adding client testimonials, EOM profiles, updates to staff bios and geo-tagging local photographs and video for the blog and local page updates.

HomePage’s marketing efforts contribute to website traffic that Google uses to rank your website. When we make changes to your website, create blog content and add keywords for the search engines to crawl, your website is re-indexed and this helps to improve search position and page rank.

In addition to our website management, our OFF PAGE SEO includes email marketing, social media management, PR and paid advertising. Our OFF PATE SEO efforts contribute to Google rank because of the website traffic we help generate and the engagement on social channels is monitored and indexed by Google. Each channel’s activity will influence your page rank/SEO. The more sites that link to your website and the more traffic cumming in from the different channels like social media, email marketing and business listings will help improve page rank, however it is the meta data on your website that is managed by franchise that is most influential and core to your page rank. I’m happy to explain more. There is a lot that goes into SEO ON and OFF PAGE. Putting what the franchise does aside, what you can do to improve rank is continue to provide unique local content to impact your SEO and drive traffic and engagement and supplement organic traffic with paid traffic. Let me know if you have any questions.

These are the services that HomePage provides to support your local SEO efforts:

· Update Your Pages – Add Original Content to your website blog and use Geographic Keywords and Key Search Terms in page content.

· Add Photos that can be key worded and ‘geo-tagged’ for local website and social media search.

· Use Referral Sites and Partner sites to link to your websites (Links from Referral Sites (other website) that link to your local website are counted by Google and help bring traffic to your site.

· Send Traffic from Social Channels to your local website by posting Blogs.

· Add YouTube Video: YouTube has similar search traffic as compared to Google Search. Your YouTube audience is local and looking for local content. While the bulk of YouTube Searches is for music, gaming and personalities, there are millions of people searching for educational content and news. Millions of people are watching live TV on YouTube. “CNN Live,” “Fox News Live,” and “Fox News Live Stream” get millions of searches per month combined. Google and YouTube are connected and while we don’t know what algorithms Google uses to determine rank, we know that Google counts traffic from YouTube to your website, and because YouTube traffic is measured by Google, the traffic and views from your YouTube videos is valuable. YouTube video can be used on your website, emails and on social media.

· Increase Paid Traffic from Google/YouTube/Instagram/ and Facebook.

What Online Analytics Matter?


How to Measure Your Online Marketing Success

Focus on Metrics that Matter

Begin with making a strategic decision on what is measurable that best aligns to your business goal. Consider what data is available and what tracking capabilities are possible through our platform or partners.

Focus on metrics tied to a key business goal (e.g. brand awareness or website traffic) and try to move away from a reliance on proxy metrics (e.g. post engagement or click through rate). These can still be tracked as secondary metrics if you would like.

Advertiser Question | What can be measured on Facebook?

Questions to Consider

  • What success metrics are being tracked?
  • Are these metrics driving your clients’ business forward, or are they proxies?
  • If proxies, are they correlated with business outcomes?
  • What data sources are fueling my success metrics?

Organic Decrease From Google’s Broad Core Algorithm Update March 2019

Update by Kim Edmondson, Principal, HomePage Marketing

What happened to health care sites with the Google’s  Broad Core Algorithm Update?

We have seen a 20-30% decline in website visitors from Organic Search Engine Traffic google partnerand Referral Site Traffic to home health care sites.  The decline is associated with the March 12th Google Broad Core Search Algorithm Release.  See this article for info.: https://searchengineland.com/google-has-released-a-broad-core-search-algorithm-update-this-week-313905.

We recommend providing local website content to use online for driving traffic from social to web, adding channels (citation sites), and increasing paid advertising traffic, specifically sponsored local content, native advertising and syndicated press releases.

SEO can be confusing because there are many areas that impact it.
Organic site traffic is an indicator of where your site is showing up in Google search (page rank).  If your site shows up on first page Google then you usually have higher organic website traffic b/c you’re being seen more often  (eyeballs = clicks).  Drops in organic traffic usually mean your listings (both local and national) have likely dropped.

Referral traffic also impacts site traffic and your organic search page rank.  HomePage marketing provides  website SEO and manages website SEO including website customizaitons and localization, key-wording, HTML coding and website photo/ heading tags and .url extensions.  (NOT INCLUDING FRANCHISES – Franchise Partner Sites SEO is Manged by FRANCHISOR NOT HomePage).  These SEO tasks play a big roll in page rank, and they are as important as website content and engagement (areas we help with also).

‘Referral traffic’ is traffic that Google counts as part of your page rank for organic.  It is traffic going to your website from other websites with listings and links to your website.  These sites are called ‘referral sites’ because they refer site traffic to your site and include yellow pages, yelp and other business listing sites like care.com and Craig’s and Angie’s Lists.  Your business listing sites and key citation sites help your page rank increase.  In SEO language we call these “citation sites” and the more you have the better, because google counts the inbound links to your web site from these sites and  your website traffic to determine your authority and page rank.
If your Referral traffic decreased over the last few months, we suggest adding channels like YouTube, Pinterest and Instagram to help with site traffic.  The decrease in your organic and referral traffic may be associated to the new Google search algorithm and there is nothing to do but concentrate on great content.    Google and Facebook are always making changes to search and targeting.  These algorithm changes happen consistently, so continual web page optimization is needed.  Add content or update pictures, headings, offers on referral sites on a consistent basis.
Blogs are great for creating searchable content and your blog content helps build site keyword density and linking (clicks for Google to count).   Blogs also provides content for social media w/ inbound links to your site to help drive website traffic that Google also counts for SEO rank.
There a few possibilities why you are possibly seeing a decrease in organic search rank.  It is possible that your site pages have stood stagnant and you have not updated or added new content recently.,  Site inactivity can pull your rank down.  It is also possible that if the Google algorithm change was targeted at medical and health care sites as Search Engine World reports it could be, then a loss in rank could be due to lack of content on care for chronic illness and other conditions or clinical education/information on your website..  These are all possibilities that you should consider.   In reaction to a decrease in organic traffic,  look at site key-wording and page content also.   Remember content is always KING.

Facebook Placement

About FACEBOOK’S Delivery System:

Ad Placements

In many cases, we recommend running your ads across Facebook’s family of apps and services. This gives Facebook’s delivery system more flexibility to get you more and better results.  Facebook calls the different places they can show your ads “placements .”  We make your placements selection in the “Placements” section of ad set creation. The available placements are:

Note: Depending on your ad type, content and the design of its creative, every placement may not be available. Learn more about which objectives work with which placements.

There are two approaches to using placements, automatic and manual:

Automatic placements

Automatic placements enable Facebook  to get the best results available from across all default placements. Because we can choose results from the widest range possible, automatic placements are typically the most efficient use of your budget and helps control costs. We recommend it for most advertisers.

However, you may be confused about why Facebook recommend this if you use the lowest cost bid strategy  and check the average cost per optimization event for each placement in your reports.  For example, if the average cost per optimization event on Facebook Feeds is significantly cheaper than it is on Instagram Stories, you might want to stop placing your ads in Instagram Stories and place more of them in Facebook Feeds.

We can see why you’d consider that, but keep in mind that our delivery system is designed to get you the most optimization events at the lowest average cost overall – not the lowest average cost for each placement. This means we look at all available opportunities across all placements and select the least-expensive ones without regard for what the average cost per optimization event will be for each placement.

Another benefit of automatic placements is that if you decide to duplicate a campaign, any new placements will automatically become available for your duplicated ad.

Example

Here’s a simplified example showing how this works, and why it’s easy to misinterpret:

Say there are 11 opportunities to show your ad: 3 on Facebook, 3 on Instagram and 5 on Audience Network. The Facebook opportunities cost $3 per optimization event. The Instagram opportunities cost $5 per optimization event. 3 Audience Network opportunities cost $1 per optimization event, and 2 cost $7 per optimization event. You have a budget of $27.

If you selected all 3 of these placements, your report would show that Facebook placements have an average cost per optimization event of $3, Instagram placements have an average cost per optimization event of $5 and Audience Network placements have an average cost per optimization event of $1. You’d get 9 optimization events for $27 at an average cost of $3 each.

If you saw these numbers, you might be tempted to turn off the Instagram placement to focus on the seemingly lower-cost Facebook and Audience Network placements. However, here’s what would happen if you turned it off:

Facebook placements would have an average cost per optimization event of $3, there’d be no Instagram placements and Audience Network placements would have an average cost per optimization events of $3.40. You’d only get 8 optimization events for $26 at $3.25 each overall. This is a less efficient spend of your budget.

Facebook optimizes delivery of your ads to get you the lowest overall cost per optimization event.  Facebook does this optimization in the context of the full range of opportunities available. In other words, what you can’t see on your FB reports is the more expensive results you didn’t have to take because of the additional placements. The most important thing to remember is that one placement’s average cost per optimization event being higher than another’s doesn’t necessarily mean it’s inefficient.

HomePage Recommended Placement (Manual Placement)

If you don’t want to enable automatic placements, you can choose which placements you want to use in the “Placements” section of ad set creation. We still recommend using multiple placements to give our delivery system more flexibility.

We recommend the following choices, broken out by campaign objective:

  • Brand awareness (including Reach & Frequency buying ): Facebook and Instagram
  • Engagement (including Reach & Frequency buying ): Facebook and Instagram
  • Video views (including Reach & Frequency buying ): Facebook, Instagram and Audience Network
  • App installs: Facebook, Instagram, Messenger and Audience Network
  • Traffic (for website clicks and app engagement):Facebook, Instagram, Messenger and Audience Network
  • Catalog sales: Facebook and Audience Network
  • Conversions: Facebook, Instagram, Messenger and Audience Network. The offsite conversions optimization goal also supports Instant Articles and Instagram Stories.

If you’re emphasizing larger-scale business goals, you may want to choose these placements:

  • Extending your campaign: Facebook, Instagram, Messenger and Audience Network
  • Daily Unique Reach: Facebook, Instagram, Messenger and Audience Network
  • Efficient Reach: Facebook, Instagram, Messenger and Audience Network
  • Cross-platform Reach & Frequency: Facebook, Instagram and Messenger
  • Additional Message Frequency: Facebook, Instagram and Messenger

Google Algorithm Change And Drop In Rankings

There was a major update to Google’s Search Ranking Algorithm in November 2016 and a large drop in rankings for many websites in December 2016.

If you have seen a drop in your website’s search rankings it is likely due to the latest Google update thought to be focused on Mobile Quality

MozCast detected a change to Google rankings in November and industry chatter suggests that there was a core ranking update and the Mobile-first Index  is being tested.  The fallout of the new Google algorithm seems to be that sites with low mobile quality are impacted.   Mobile quality scores relate to mobile web content and inbound mobile traffic.  Here are some related articles regarding the algorithm change and the negative impact on rankings:

http://www.gsqi.com/marketing-blog/google-algorithm-update-november-10-2016-mobile-first/

https://www.seroundtable.com/google-search-update-22988.html

http://www.gsqi.com/marketing-blog/november-30-2016-google-algorithm-update/how-to-increase-google-page-rank-of-your-blog

 In order to recover from the negative impacts of the new algorithm, websites must improve their mobile quality by focusing on creating mobile content and site traffic.

We recommend testing a mobile campaign and evaluating its impact on your search rank.  One strategy is to  build a mobile friendly landing page and execute mobile campaigns on Facebook and Google to generate mobile traffic to your site.   
 
There are also advanced SEO tactics that include link building that can help your rank.  Link building can cost between $100 and $1000 per month and is an ongoing commitment.
I always warn clients that organic rank chasing is problematic.  I use an “addiction” analogy where you have to continually pay for the high if you want to be high.   Linking is a quick fix that requires an ongoing supply of money to keep the higher ranking position.
 

There is more to it than just search rankings….We want our clients to focus on metrics that impact business results like traffic and conversions (sales, lead generation, engagement) rather than focusing on ranking reports.  I refer to this article when talking about how ranking reports can change from minute to minute and that your rankings are only part of the picture:

 
We are actively looking for remedies to correct any negative fall from the November Google update and we recommend participating in local campaigns focused on driving mobile traffic to your website, as well as upgrading the sites’ mobile user experience. 

Types of Facebook Ads

WOW!
FACEBOOK BRINGS ON THE NEW ACTION BUTTON AD
IN A BIG WAY!!!

See how Facebook compares to Google Search Engine Ads!

FACEBOOK GETS MORE IMPRESSONS AND SENDS MORE TARGET TRAFFIC TO YOUR WEB SITE THAN GOOGLE..AT 1/3 THE COST!!!

Here is how we are leveraging the new ads that Facebook now offers – we are very impressed with these results!

This Ad is targeted at 40-65+ age Home Owners w/ Interests based in Alzheimers, Cancer, Diabetes, Family, Motherhood, and Kids

The cost per lead – is $0.31!!! 

COMPARE THIS TO a GOOGLE AdWords Search Engine Ad with a Cost per lead of $2.31:

https://www.dropbox.com/s/4n9233dnp0hz7qo/Screenshot%202015-08-30%2014.36.04.png?dl=0.  *Note the expense of some main keywords @ $9 per click!

For Google Search Engine Ad example we used a $166.00 monthly budget…there were 5,955 Impressions, 72 Website Clicks/Visits, and 8 Conversions (8 Leads filled out the Contact Form) with a cost per convertion of $20.60. and costing $2.31 per click.

This is what you need to know about a Facebook Ads:

Facebook has a different Audience than Google – Goolges Audience is based on a “search action” and keyword or key phrase in a spcific location.  The person you are trying to reach with Google Ads must be in search mode – like having a fall or medical crisis and proactively looking for care).

With Facebook Ads we go after a different Audience.  We target people who are “IN IT”– They are careing for some one with a diagnosed condition including Alzheimers, Cancer, Diabetes or taking care of a child.  We reach these people by targeting interests (like Health, Alzheimers, Cancer, Stroke, Family, Kids, Child Development, etc) or Groups like Micheal J. Fox Associaltion, MDS Members, etc. or Tittles like RNs, DR. or Thereipist.  We want to be where these leads are spending big chunks of time.   People spend more time on Facebook than searching on Google:  http://www.businessinsider.com/facebook-vs-google-on-time-spent-in-apps-according-to-forrester-2015-6-) – so Facebook Ads are a better investiment compared to Google when you look at cost per lead and opportunity to target to an engaged audience.

HERE IS WHAT HAPPENS WHEN WE ARE IN FRONT OF THESE TARGETED FACEBOOK USERS:

* Please note how Facebook offers more types of targeting than Google.  On Facebook you can target interests and behaviors – On Google Search and PPC ads you are limited to Targeting by Keyword or Key Search Phrase..

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WE KNOW WE CAN GET GREAT TRAFFIC TO YOUR WEBSITE!!!   NOW OUR FOCUS IS ON LANDING PAGE CONVERTION!!!  We are building great new landing pages for you with high quality scores.  Compage our quality score to others!

OUR RECOMMENDATION – BUILD GREAT LANDING PAGES THAT ARE SPECIFIC TO A TARGETED AD GROUP.

Here are our reommendation for Facebook Ad Groups:

Run 4 Ongoing FB Ads with Specific Targets to specific segmented audiences:

 

1.) $75 WebSite Click to Convert from Leads/Families w/ Special Interests

Call to Action: – Connect with the most knowledgeable comprehensive care team and program for interest (contact us button)

 

Target: Potential Customers based on Clinical Pathways criteria for an ad campaign targeted at Facebook Special Interests in condition/diseases including Cancer/ Alzheimer Dementia /Diabetes/Stroke/Anxiety/Depression/Flu-Cold

 

Offer: Free RN Evaluation and Care Plan – Specialized Care – Work with the most knowledgeable comprehensive care program for interest.

 

2.) $75 WebSite Click to Convert from Referral Sources based on Interest:  Benefit of Referring to Bstar for Trusted Highest Standard of Care

 

Target: Potential Referral Sources Fiduciaries/ Medical Professionals (Nurse-Doctors.-Therapist)/Senior Service Providers-medical equipment/Social Services-agencies/Health Care Professionals/Senior Care Professionals

 

Offer:  Referral Program/Benefit of Referring to Bstar

 

Call to Action: – Refer the most knowledgeable comprehensive care team and program for your clients – Sign up to be a part of our Referal Program

 

3.) $20 Page Growth (Likes) Remarketing Efforts to connect with 3 Catagories:

 

– Families

– Professionals

– Groups and Associations:  Parkinson’s, MDA, Cancer Associations, Non-Profit Organizations

 

4.) $30 POST REACH – Branding/Event Promotion / Webtraffic  Introduce “Our Team” w/ Call to Action to “Connect with Us” as a Care Resource – Post Blog about BStars local team and offer (referral program and case evaluation/care plan) –

 

Veterans and Disability Support

Objective:   Get Clicks to Website from Highly Engaged Facebook Audiences who have an active interest in Veterans Groups, VA Benefits and Disability. 

 

Job Opening
Objective:  Send Applicants to a Career Website or Job Description Landing Page from Highly Engaged Facebook Audiences with Job Titles including RN, LVN, CNA, and Caregivers.
Specialized Post-Operative/Rehabilitation Care

 Objective: Get Clicks to Website from Highly Engaged Facebook Audiences who have an active interest in Physical medicine and rehabilitation, Physical Therapy and/or Surgical Procedures such as Plastic Surgery and Hip Replacement.

Infusion Care
 Objective: Get Clicks to Website from Highly Engaged Facebook Audiences who have an active interest in conditions requiring infusion, including cancers, congestive heart failure, Crohn’s Disease, hemophilia, immune deficiencies, multiple sclerosis, and rheumatoid arthritis.

 

Safety and Fall Prevention Home Assessment
Objective:  Send Traffic to Your Website from Highly Engaged Facebook Audiences who have an active interest in family care-giving, geriatrics and seniors 65+.
Geriatric Care Management
Objective:  Send Traffic to Your Website from Highly Engaged Facebook Audiences who have an active interest in family caregiving, Geriatrics and Nurse Case Manager, Social Workers and Physicians job titles.
Special Needs Childcare
Objective:  Send Traffic to Your Website from Highly Engaged Facebook Audiences who have an active interest in Autisim, Diabetes, Muscular Dystrophy, and Cystic Fibrosis, including parents and groups for special needs children.


COST for Facebook Ads start at $1.00 Per Day and approximately $20 per 1000 reached.