7 Digital Marketing Myths

Metrics, analytics, ROI.

These are what digital marketing was built on, but what if the reports that you’re using to make marketing decisions are no longer valid? I think that the only thing that moves faster, in digital marketing, than new technologies is the way that technology is used. What used to be considered common knowledge, in many instances is no longer relevant.

To clear things up we’re going to review The 7 Digital Marketing Myths!

Myth #1: High Bounce Rates Are Bad

Ok, this one isn’t completely a myth, but it does need some clarification. It used to be that people would look at their overall bounce rate and panic. Bounce rate really needs to be looked at on a page-by-page basis. If you’re just looking at your site’s bounce rate from the Google Analytics overview report, you have to remember that this is taking into account all of the pages within your website. This is including pages like blog posts and landing pages. It’s normal to have near 100% bounce rate on blog posts and landing pages. So, if your site has a large number of blog posts and landing pages, then it’s going to skew your overall bounce rate numbers.

Read the others

Photo by Simon Hattinga Verschure on Unsplash

Digital Marketing Growth Strategies For Service Businesses

Digital Marketing Growth Strategies For Service Businesses

A service business needs to be agile with digital marketing if it wants to succeed today.

That being said, just because you can do many cool things with digital marketing doesn’t mean you should. The internet is the greatest and most efficient time-waster ever invented by humankind. With that caveat, a typical service business that provides intangibles, such as accounting, banking, consulting, cleaning, landscaping, education, insurance, treatment and transportation services needs to take digital marketing seriously if it wants to grow. First, let’s be clear on terminology.

Digital services marketing is the promotional outreach using digital technologies, mainly on the internet, but also including mobile phones and any other digital medium. I recently had breakfast with digital marketing growth expert Lisa Apolinski.

She is an Arizona-based international speaker, digital strategist and founder of 3 Dog Write Inc . She is considered a digital engagement thought leader, working in the industry for 20 years. Her focus is on the end user experience. And that’s where the marketing focus should be.

Five years ago, she quit the corporate marketing grind to form her own digital marketing consulting agency. She is the picture of an entrepreneur: someone who will work 80 hours a week for themselves so they don’t have to work 40 hours a week for someone else (actually she confided she was working 60 hours a week for the corporate bosses). Here are some top tips from Apolinski on how to grow a services business with digital [...]

Writing Incredible Content With Inverted Pyramid Style In 1 hour!

Your inspiration has abandoned you?

Do you have a writer's block?

We have a solution!

If you are in search of a way how to create compelling content that will help you hit the top ranks in no time, you’re in the right place.

Ready? Let’s do this!

The inverted pyramid method is a well-known method of writing in journalism that was initially developed with one aim - to grab the reader’s attention right from the start.

Being one of the most effective methods of writing, this technique can help you write incredible SEO articles, drive more engagement, boost brand awareness and social shares.

What is the inverted pyramid writing style?

When you are reading a novel, you are always in suspense what will help next and when the plot will begin to unravel.

The writer leads you through each and every chapter slowly preparing you for the climax.

And, this makes a perfect sense when writing a novel.

However, when writing a newspaper article or an article for a web, you need to get people's attention quickly.

  1. You have to have the compelling headline.
  2. You need to make them want to read more.
  3. This is exactly what the inverted Pyramid writing technique lets you do..

In its core, the Inverted Pyramid Style puts the most intriguing and critical piece of the story at the beginning with the aim both to inform and engage the reader.

Big ideas come first, and details follow.

In that way, your readers don't have to scroll down to get the main point, or even worse, jump from page to page on websites.

By giving them meat and potatoes of the story, the traditional W’s - who, what, where, when, why and how, you get them hooked and they will instantly want to get deeper into the subject. Journalists devised this technique as a solution to the problem where their readers have a very low “committal rate”.

What’s in it there for your readers?

  • Your readers need less time to get to the point
  • It motivates readers to scroll down for more information and read the entire article
  • It gives value to all readers even those who skim
  • It improves comprehension, the essentials are at the beginning of the first paragraph

What's in it for you?

  • It gives you a full control of the structure
  • It allows you to edit articles more efficiently and quickly
  • You need less time to get to the gist

How does it work?

1.   Start with the lead

First, think of a headline, an attention-grabbing statement or an anecdote. This is known as a lead. Your lead must answer the following questions:







For instance, if your story starts like this,

“On an early Sunday morning, I walked into a grocery store to buy some oranges, bread, milk and other things I needed to make a cake for my son’s birthday. As I was walking around the shop looking for oranges, I suddenly heard some strange noise. I turned around and saw a few guys in black pointing a gun at a girl at the cash register.”

It sounds a bit boring. However, if you put the breaking news at the beginning like:

“On an early Sunday, two men pointed a gun at a girl at the cash register”

You will definitely draw in the reader, and what's more, make him continue reading to find out the background of the story.

In that way, you have answered the six questions:

Who: Two men

What: pointed a gun at the girl

Where: at the cash registry

When: on an early Sunday

Why: to take the money from the registry

How: by using a gun2.

Get into details

Once you tickled your readers' curiosity, you are ready to go into details. Your readers would want to know the background of the story: “How did they get into the store?”, “What was the girl's reaction?”, “Did they take the money?”, “What happened next?”. Give them what they are yearning for. By providing details, you’ll keep their attention and make them want to read the whole article.

To make things even more interesting, keep paragraphs in the same format: put the main points in the initial sentence and then build on that point. This stand-out first sentence is also known as the core sentence. It gives the reader what he or she needs and he or she can choose whether to read the rest of the article or not. Keep in mind that you should express only one point in each paragraph because it is easier for readers to follow the plot.

3. Tell the background story

After pointing out the details, you can move to the context. This includes the root of the problem and the reason why robberies happen so often. You can also touch on the statistics related to crime and criminal behaviour in the country and, in that way, trigger speculation and even discussion on that particular issue. This adds value both to the entire article and you as the author of the article. On top of that, it raises interests and engages readers potentially in the discussion.

What makes an inverted pyramid such a powerful technique?

  • It helps us create “block-based content”

Does a term “block-based content” ring a bell?
It should because, recently, this movement has been making an impact on search engines. Google uses the whole chunks of texts - paragraphs to answer questions in search results.

By giving the blocks the structured data needed to let search engines know what specific content is in that block, we can increase traffic on our site. Hence, one more reason to write better, compelling and stand-out paragraphs.

  • It adds value in terms of SEO

By structuring your questions and answers by using an inverted Pyramid technique, both your readers and search engines will digest it more easily.

In other words, when someone asks a certain question, go straight to the gist of the question and put it at the beginning of your answer.

Tell your readers what you know, move on to the details and only then get to the context. Finally, include the sub-questions, especially if the initial question is too broad and should be broken into chunks.

This will inevitably trigger the readers' reaction. Finish the answer with some call to action and, voila, you have written the page which will potentially attract qualified leads and convert.

  • It boosts awareness and engagement on social media

Attention span is a new currency. We are well aware of the fact that readers’ attention span is shrinking each year making a huge impact on the marketing in general. In terms of social media, we are given a very limited ability to grab the reader's attention.

What makes people share the content?

Is it happiness, is it a controversy or sad stories?

According to the Jonah Berger, author of the book “Contagious: Why things catch on”, the things that go viral must have an emotional hook. It's the emotions that will make people want to talk about that particular subject for days or even months.

And, what's the easiest way to provoke the emotion?

By writing a compelling headline (a lead), good excerpt (details) and thematic and supporting captions (context) - all the essentials of the Inverted Pyramid technique.

Let’s wrap things up

So, the next time you start writing a new piece of content, don't bury you key information somewhere in the middle of the third paragraph.

Put it up front, give your readers what they want, and make them ask for more. It's a sure way to a great article.

How to Create Inbound Marketing Email Campaigns

Do you know there's a huge amount of data being processed across different digital platforms every day?

Obviously, competition is getting tougher. Finding new leads and customers is a challenge for marketers. Not to mention the fast paced evolving industry changes. With new demands and priorities surfacing   every minute, reaching the target audience is not easy.

With that, digging deeper into statistics may seem like a huge challenge on the surface, but this also opens a fantastic opportunity for marketers to generate more leads, especially if you do them well through inbound marketing.Read more

Crucial CRO Techniques That Will Boost Your ROI

No matter what industry your business operates in, improving your conversion rates is vitally important. Unfortunately, it’s not as simple as just wanting to improve them - and increasing web traffic or your social posting isn’t a foolproof way to do so.

If you aren’t happy with your current online conversion rates, you’re not alone. Around eight in 10 business (78%) are also dissatisfied.

While there might not be a one-size-fits-all approach, there are some crucial conversion rate optimization (CRO) techniques that will help boost your conversion rates and your return on investment (ROI). Read about them below.

Mobile first approach

Given the abundance of mobile traffic today, failing to optimize your website for mobile traffic is a big fail. A clunky mobile site is bound to turn visitors off, immediately decreasing the chances of conversion.

With mobile users expected to go beyond the 4.68 billion mark by 2019, and 67% of users are more likely to buy from a mobile-friendly site, you should be taking mobile-optimization seriously.

Optimize all pages for a smooth mobile experience, make sure your web design is responsive, and tailor your content offering for mobile.

Get your CTAs right

Call to actions (CTAs) are the action-orientated copy that makes people want to do something. Using them significantly increases the chances of a conversion. You should use active words, such as ‘download now’, ‘Add To Cart’, or ‘find out more’.

You should also place your CTAs in a visible place. If it’s on a landing page, place it next to the form you want them to fill in. If it’s on your homepage, keep it visible so it’s clear what you want your traffic to do.  

Convert in real-time

There are lots of tools readily available to help you convert in real-time, on the go, from your mobile device. Live chat is a great example of this. What it means is you can use a live chat tool on your website to offer fast solutions and information to your potential customers as they are on your site.

This means they can ask questions straight away, and you can quickly solve their challenges. All of which can be managed on a mobile device. Live chat platforms, such as Drift, help you increase conversions 4-8x. ‘Conversational marketing’ also presents an opportunity to not need forms as you can capture conversions on the chat platform, rather than ask prospects to fill out a form.

Test, test, test

If you want to know what works well and what doesn’t, you need to test what you are doing. The more testing you do, the more success you’ll have as you know what converts better. A/B testing is a perfect way to do this, where you have two versions of something and then compare which one has a better CRO. Landing pages or CTA buttons are a perfect opportunity to A/B test. Just don’t change too much otherwise you won’t be able to pinpoint exactly what is making the difference. Try simply changing the copy up, or perhaps the image, or even the location of a CTA button.

Leave a lasting, visual impression

First impressions are important. A bad first impression will almost certainly result in a lack of conversion, therefore an easy win is to make your website look better. Now you might be thinking, I don’t know how to use complex design tools, but it doesn’t actually need to be that difficult.

For example, there are tools like Hatchful readily available for anyone to use to improve the look of their brand. No design skills needed! You can quickly get a better, more iconic logo, which will leave that lasting impression you want and encourage your prospects to convert.

Improve landing page performance

Landing pages are essential for conversions. They are designed to host content or offers in exchange for customer data and are purpose-built for conversions. It goes without saying, therefore, that you should be using best practice techniques to improve landing page traffic and optimization.

Firstly, don’t ask for too much information on your forms - nobody wants to fill out their full address, for example. Stick to simply what you need i.e. name, email address and phone number (if required). The process of converting needs to be as simple and fast as possible.

Secondly, make the form visible (above the fold) so your audience knows exactly what you want them to do - fill it in. Don’t bury it at the bottom of the page. And lastly, make sure your landing page copy is short and concise, outlining exactly what your audience will get in return for a conversion.

Remarketing is your ally

Remarketing is essential if you want to grow your website. Not only will this tactic help you save money, but you’ll get more leads and conversions, see higher audience engagement and maximize your ROI. The first-time conversion rate is low, meaning you need to remarket to your audience to actually get a purchase or conversion.

Remarketing is all about re-engaging with those who have previously visited your website, but because they already know who you are, there is a much better chance to get a conversion.

The need for speed

If your web pages a slow, your CRO is going to be poor. Your prospects hate waiting for pages to load and if your pages take more than just a few seconds to load up they are likely to click off and go to a competitor.

Plus, Google will punish you for slow page speed, so your search engine rankings will also suffer. To speed up your pages, start with decreasing your image file sizes (there are loads of plugins available to automatically do this). You can also remove and delete plugins you no longer use, and use a caching plugin to optimize your performance.


These techniques to improve your CRO will help drive conversions and improve your ROI. The more conversions you make, the more money you can make and the more your business will grow.

Generally speaking, the best converting websites will be nice looking, quick to load, clutter-free, easy to navigate and search engine optimized.

Start now and see which one works best for you.

Michelle Deery writes content for Heroic Search, an SEO agency based in Tulsa. Her work has been published in publications such as Entrepreneur. She specializes in writing about marketing and helping businesses boost their conversions.

The How (And Why) Of Selling Through Social

Social selling is the art of using social media to find, connect, and sell to prospective customers. In the digital era, it’s one of the best ways to develop meaningful relationships with people and businesses. It keeps your brand in the forefront of their minds and ensures you’re the one they go to when they’re ready to make a purchase.

As a marketer you will already be an expert on relationship-building strategies – social selling just means using social media to deploy them.

Putting in the extra effort to make social selling a conscious part of your lead generation strategy will reap big rewards: research by Social Centred Selling has found that 72% of salespeople who incorporated social media into their selling process outperformed their colleagues. And a separate study found that 64% of teams using social selling hit their quota compared to 49% that don’t.

To help you hit your sales targets, I’ve compiled a handy guide to show you the how (and the what) of social selling…

Optimize your social profiles for social selling

The magic of social selling is that it gives you an opportunity to “meet” many more contacts than you ever could in real life, so you need to make a good first impression. This means you need to have a social media presence that is professional, polished and up to date.

  • Use your real name. To project a professional and genuine image you need to identify yourself, so avoid comedy usernames, numbers and underscores, and use the same name across all channels.
  • Complete all of your profiles. Making sure all profile fields are completed adds credibility. On LinkedIn, completed profiles are given ‘All Star Status’, which means they rank above other profiles in LinkedIn search results.
  • Look professional. Use a photo that reflects how you usually look when interacting with customers.
  • Tell your story. The amount you can write in your profile varies hugely, so make the most of whatever space you have to tell people about yourself. Make your bio friendly, relatable and informative.
  • Add contact details. You’re there to talk to people so make sure they can get hold of you by adding your email address and phone number where appropriate.

Engage, engage, engage!

Social selling is about engagement and not about spamming. Rather than using social platforms as a constant sales pitch, you should be sharing content that is thoughtful, personal and, above all, relevant to your followers and contacts.

Social media engagement comes in many forms, but the most important are:

  • Sharing content. Research and share content that your followers will be interested in. This shouldn’t always be directly about your company: sharing other people’s content looks good because it’s not self-serving.
  • Commenting. Building a relationship involves a conversation, so commenting shouldn’t be about selling. Instead, post thoughtful responses that invite discussion.
  • Liking. If you don’t have time for a comment, a like or a favourite takes less than a second and still shows your appreciation.
  • Connecting or direct messaging. Speaking with people directly really helps to build a relationship. However, it’s a good rule of thumb not to contact someone directly until you’ve had a meaningful interaction, as it might feel intrusive.

Practice social listening to identify leads

Social listening is the process of carefully watching social channels for mentions of your brand or product, themes that are related to your business, and social mentions from or about your competitors.

By collecting this information you will be able to identify actionable insights, whether it’s something small like speaking directly with a disgruntled customer or something bigger like changing your overall marketing strategy.

It’s worth mentioning that there is a distinct difference between social listening and social media monitoring. The latter is geared towards compiling data about what has already happened, rather than looking at what is happening now and using that information to determine future actions.

Social monitoring tends to be based on analytics and metrics, such as engagement and conversion rates, whereas social listening is more interested in the mood beyond the numbers.

Build meaningful relationships

When you’re using social media to build relationships with potential customers it’s vital that it doesn’t come across as a sales pitch. Rather than simply talking about how great your product or service is, you should be aiming to share valuable and useful content that will position you as a trusted expert in your field.

Whilst it’s fine to mention your own company when it’s relevant, your posts shouldn’t be aimed at making a sale immediately. Instead, your goal is to build relationships that will eventually lead to sales in the future.

The best way to build these relationships is to keep in touch with your contacts over time, just as you would in real life. Keep an eye on their feeds, like what they share and add comments on a regular basis.

If a contact asks a question that you can answer, help them out. Establishing yourself as someone they can call on for expertise will make you your business the one they naturally turn to when they want to make a purchase.

Take your whole selling process social

An important part of social selling is exactly that: selling your products or services through social media.

Most social platforms offer some form of storefront through which you can sell, and most store builders provide integrations with social platforms (for example, most of the businesses listed on Exchange come with Facebook, Instagram, and Pinterest integrations as standard and make a good % of their sales through social media). It’s the new way to build an ecommerce brand — and millennial audiences love it.

Social media is where your customers are active most, so combining your online store with your social platforms makes sense. And it comes with the added benefit of offering comprehensive CRMs that let you segment your customers based on social data.

Use each of your social platforms differently

While your approach to social selling should be cohesive and embodying your brand’s identity, there are some differences in the ways you should utilize different social platforms. The tips below will help you get started in social selling with Twitter and LinkedIn.

Twitter selling tips

42% of Twitter users say they use the social platform to learn about products and services, and 67% of people saying they are far more likely to buy from brands they follow on Twitter. Evidently, you can’t afford not to have a presence here.

The best way to use Twitter for social selling is by compiling lists of:

  • Existing customers. This list will enable you to keep an eye on existing customers and make use of opportunities to engage with their content via likes, retweets and comments.
  • Prospective customers. Add prospective customers to a private list and be ready to engage when you spot a way to help them or interact.
  • Competitors. Adding your competition to a private list is an excellent way to monitor their activity without actually following them.

LinkedIn selling tips

LinkedIn is a powerful professional network and therefore an excellent place for engaging in social selling. This particularly true for B2B, with 50% of B2B purchasers saying they use LinkedIn as a source for making purchase decisions.

You can leverage LinkedIn for social selling by:

  • Building an extensive network. As well as connecting with people you already know, use LinkedIn Advanced Search to uncover new ones.
  • Getting recommendations. By asking people who already know you for recommendations and endorsements, you will boost your credibility in the eyes of potential new customers.
  • Networking in LinkedIn Groups. By joining Groups that are relevant to your business you will be able to gather new contacts.

Social selling gives you an opportunity to connect with your leads when they want and need you to, rather than annoying or alienating them with irrelevant emails and unwanted cold calls. Sales has always been focussed on building good relationships through credibility and trust, and social selling is just that.


Victoria Greene is a branding consultant and freelance writer. On her blog, VictoriaEcommerce, she shares tips on ecommerce and how writers can hone their craft. She is passionate about using her experience to help other businesses grow their brands online through great content.

Increase your e-commerce business with Abandoned Cart Emails

Have you ever gotten to the final step on an online shopping cart transaction and suddenly changed your mind? What was the trigger? For some people, it might be a cost they didn’t expect, such as shipping. Other people get a look at the total they’re actually spending and think twice about the opportunity cost presented by that total. Others may think they don’t have the time to create an account, or they might just be annoyed by the whole thing.

Whatever the reason, marketers are getting more and more active when it comes to trying to convert those people. They know that they are interested. They know that they were a good percentage of the way done with the buy. All they have to do is figure out how to nudge them over the peak. So how do you use a series of emails in order to do that? This graphic offers some instantly doable ideas.

Abandoned Cart Emails: Your Best Tips, Tricks, and Examples

Instagram Stats, Facts and Figures for 2018 [Infographic]

Talk to a teen and you will be told that among all social media platforms, Instagram is one of their most loved digital networking sites.

Since its creation in 2010, Instagram’s popularity has been growing steadily. With a user base of over one billion monthly active users (and that’s about 13% of the entire earth’s population!), it’s currently one of the most popular social media networks in the world.

Instagram users are super active. More than 500 million people login to their Instagram account and check their status several times a day. Over 95 million photos are shared to the platform daily. It is the second most frequently used social media network, behind only Facebook.

Businesses and brands are also falling in love with the platform given to the fact that it offers a perfect opportunity for marketers and businessmen to connect and convert their audiences.

Now we all know Instagram is hugely popular. You may ask, am I late to start using Instagram? Is there still a chance to catch up?

Check out this great infographic designed by Make a Video Hub, which gathered all the latest facts and stats from Instagram to help you better understand what is going on with Instagram on the second half of 2018 and forward.

How To Protect Your Brand On Social Media

When you start a business, one of the most important things that you need to put your efforts into is branding. The best idea is to come up with a solid strategy that will combine the best offline and online methods of marketing and building a brand. When it comes to the digital world, you certainly cannot avoid social media marketing as an essential part. The majority of your audience is there, and you want to make sure that you establish a strong presence and engage with everyone you can. No matter what kind of business you are running, social media is where you will build a great part of your online identity and establish yourself as an authority in the field.

However, before you jump into the water, you mustn’t forget that it’s also full of sharks. The competition is fierce, and sadly, there are a lot of people who don’t mind playing dirty and stealing your ideas. This is why it is crucial that you protect your brand on social media in every way you can. In this article, we are going to discuss some of the ways that you can do just that.

Have a consistent social media policy

You will most probably hire a team that will specifically deal with social media activities. However, you also need to make sure that anyone else who shares or posts something is careful about how they do it. This is why you need to have a social media policy that will keep your brand image consistent.

Everyone needs to know their role in the process. The roles include a branding manager, content editor, customer support, and so on. It is crucial that you have a brand vision that everyone is aware of. When there is a clear vision statement, your team will know very well what kind of content your audience prefers, and which pieces shouldn’t be posted. The same goes for your brand voice – it needs to have the same tone, which means that everyone in your team should be taught how to use it. Of course, there are also various legal rights that they should be aware of, such as what they are allowed to post, how to use certain disclaimers, follow disclosure procedures, etc. Finally, privacy is an important concern, and everyone needs to be well-informed about which information must never reach the public eye.

In order to come up with the best social media policy, you should talk to your employees, even those that aren’t in your social media team. This is a way of nurturing a company culture that everyone will understand and follow, and a way to prevent any employee from putting your brand in a compromising position.

Copyright your material and trademark your brand name

All your creative work, such as images, text, audio, video, multimedia, and so on, is protected by copyright. According to the DMCA, as soon as you create your work, it becomes your own intellectual property. However, this doesn’t mean that you shouldn’t take certain steps to make sure that it is fully protected and has a strong legal standing. For example, it is important that every employee agreement makes it obvious that the content that your staff creates for you is in your ownership.

In order to truly have a legal standing in court if someone seriously infringes on your property rights, you should find an intellectual property lawyer and register your copyright properly. This way you will easily claim that something that you have created is yours, and also receive statutory damages.

As for ideas and titles, they cannot be copyrighted. This is where trademarking comes into play. A trademark makes sure that you have exclusive rights to use a certain name and logo. You should know that registering a trademark is a bit more complicated than when it comes to registering a copyright. You should go to the trademark database and make sure that the one that you intend to use is available in the category of products and services that you are selling. This is another case where it would be wise to seek help from a lawyer, so that your application form is proper and you don’t have to worry about infringement in the future.

Make sure that you keep your passwords secure

It isn’t uncommon for the teams that are responsible for social media marketing efforts to think that they have full control of the safety of their passwords because they use a spreadsheet, or even neglect how problematic this may be and simply rely on their browsers to save the password on their own. The fact is that these approaches are in no way a secure solution that will make sure that your social media accounts are protected.

The best way to deal with this aspect of your security is to use a good password manager software. You can use such a tool to keep your login credentials secure, and safely share them with other users. Once the software is in place, all that is necessary is that your team always knows what the master password is, and also how to pass the multi-factor authentication that you have implemented.

In summation

Your branding is basically who you are in the eyes of your users. You must do your best to keep it consistent, but also to protect it from anyone who might want to compromise it, especially on your social media channels. This is why it is important to have a social media policy in place, as well as to copyright all your material and trademark your name. Finally, make sure that your passwords are safe by using password managing software.


Bio: David Koller is a passionate blogger and copywriter for Media Gurus, mainly interested in SEO and Digital Marketing.

Comparing Facebook & Google Ads Auction

While Google takes into account 2 factors in determining the ad position of an advertiser, Facebook looks at 3 factors. Here, we explore each of these factors and their differences and similarities.

Google’s bidding system is relatively straightforward as it allows advertisers to check the Cost Per Click(CPC) bid estimate on Google keywords planner. On the other hand, Facebook advertisers bid on actions such as likes, visits, and shares, which doesn’t come with a price tag attached. Hence the latter usually relies on an automated bid and allow Facebook to adjust its bid based on its algorithm.

Facebook’s Relevance score is relatively similar to the Quality Score by Google Ads. Both are hugely determined by an ad’s Click-Through-Rate (CTR). Facebook takes into account more factors including the positive feedback(shares, comments and other social engagement) and negative feedback of the ads.

The Action Rate is the 3rd factor that Facebook uses. It is a completely different mechanism than that of conversion rate. The Action Rate is determined by the “action” that was chosen for a specific campaign such as clicks, video views, post engagements (likes, comments, shares), conversions and downloads (apps). Based on how likely the users are to take the action you specify, your ads will appear higher or lower on the ads auction.

A comparison of Google and Facebook ads auction platform
Courtesy of: Icecube Marketing

Ted is from Ice Cube Marketing, a digital marketing agency in Singapore that helps local small businesses acquire leads from channels such as Facebook and Google.