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REMEMBER This Week

REMEMBER This Week

It’s taken me a relatively long time to be able to identify my successes, let alone celebrate them.  I used to think that acknowledging success meant settling…

but last week, I beat the machine…

and I can’t be happier about it.  More as a statement and validation than simply retaining a client.  The very thing that I’ve previously written about, robots taking our jobs, stating that those with innovation will survive, came full circle for me.

The story goes something like this (as I’ve come to understand it second and even third handed):

A client began directly interfacing with Facebook shortly after I launched their campaign seeking mobile app installs.  Our Facebook rep, after reviewing my work and the results of campaign (pretty darn good and improving) later referred my client to the Facebook Preferred Ad Vendor under the guise that ‘You could be doing much much better’.  Drinking aforementioned blue and white Kool Aid, the client put my services on hold to perform a week-over-week winner takes all comparison.

What was  I up against?

For starters, I am but one man.  I have no expensive machinery or macros, or software.  I use the Facebook Power Editor, MS Excel, and the native Facebook platform to manage ads and build campaigns.

Reviewing Facebook’s preferred ad vendor list, it could have been anyone of these companies that I was challenged by, but the long and the short is that any one of them would have more substantial bandwidth, technology, and big name clients to draw experience from.

What were/are my challenges?

As with any large scale campaign that is properly developed, the man hours required to manage were/are nearly full-time status with some likely human error always inflicting more pain and punishment.  The Facebook Ad Platform is simply not built to be the active manager of thousands of ads and terabytes of rolling data.  Moving things around, restructuring, and abiding by consistently evolving terms of service create a wild roller coaster of emotions without the assistance of the big software providers (Kenshoo, Wildfire, Acquisio, etc).  There are no alerts, budget monitors, or split test building devices in the stripped down version.  When an ad needs to be clipped or turned back on, my alarm clock is set at midnight and my netbook is always within arms length.

What happened?

The test agency was provided the same instruction, ad collateral, and budget that I had been given all along.  I tested first, which is not necessarily the drivers seat.

Keeping a tight loop on my mid-week budget, I rotated between 10 core targeting segments, adding and subtracting daily budget as performance dictated.  My findings have been that certain age and interest groups operate like migrating predatory fish, appearing at the same time in herds consuming everything in their path.  Over the weekend, I tripled my daily mid-week spend, capitalizing on an already existent engagement observation previously made by the client.

My results were pretty consistent with what I had been producing on a consistent basis, around 10%-15% growth from the previous week.

The opposition took an opposite approach spending the majority of their budget allocation over the first 3 days of the campaign.  As I only had an app ranking tracker to measure the competitor’s results, I was startled when rankings spiked in midweek. They tapered off and fell to the cellar by the weekend, leaving my perception cloudy.

When I was initially presented with this challenged, my expectation was that I had an incredibly daunting task at hand.  Facing just the challenge of new tech was enough to put me in a severe underdog position.  But, seeing ranking numbers that were very pedestrian gave me hope.

 

The Results

I didn’t receive direct communication from the client immediately after the test.  First word was that we should ‘resume spend as previous’, and I turned back on my money makers,  without delay.  My attached sales rep, who’d been heavily involved in the client management reported to me that from what he could gather, we (meaning I) had outperformed based on the early data.

I acknowledged that this was astounding for one person to even be in the ballpark of outperforming, as I was.  But, it ran even deeper than that.  The rumor mill began to turn, and third-hand people knew and asked me about my BIG win.  David had struketh Goliath, right in the stupid self-entitled face.

It turned out, that it was not even a close race.  Once the data tabulated, I completely mopped the floor with the opposition.  Discovering this, my client fired them in dramatic fashion, recommending that they seek my assistance in revamping their service.  They had mismanaged budget, oversold their capabilities, and didn’t meet any expectations.

Superior strategy and tactical fulfillment proved to be more effective than better technology and bandwidth. 

In this instance, I’ve further substantiated the innovation over robot theory by outperfoming a larger agency that uses global controls and technology versus my manual articulation of ads, but superior launch strategy.

Still wondering how I did it? 

I’m being pretty vague about the ACTUAL delivery method that made my campaign stop-drop-and open up shop.  You would too if you just beat the ‘best’.

I believe that the Facebook ad strategy I’ve used in this amazing win can be replicated for almost any industry.  I’ve spent almost $1million in the last three months testing.  If you would like to take a new, fresh approach to your Facebook marketing, I will back up all of my claims and pull back the curtain.  Simply fill out the form below and mention this post and I will be in contact shortly.

 

 

 

 

 

 

 

 


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Help, I Rank For Something Weird!

I discovered an organic traffic source in my analytics for this site (DanielRedman.com) that is not necessarily congruent with my keyword strategy, but a valuable long tail keyword in Tourism/Hospitality.

I asked SEO Maven, Ricardo Figueiredo, what he would do if he discovered the same thing…

Ricardo Figueiredo
Co-Founder / Managing Partner at


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Screwing the Lunch Lady

Chevy made a major splash by announcing their newly formed sponsorship of Manchester United . While on paper this seems like an incredible step forward in the globalization of the GM brand, by rerouting their Super Bowl ad budget overseas, it’s a terrible shafting to the American people.
Chevy pees on USA
I’m not an extremely avid follower of politics or the global bank, but let me simplify and explain some of the economics involved in the Chevy sponsorship that severely rub me the wrong way considering our government floated Detroit $25 billion just a few years ago. Here are my thoughts illustrated with the help of a beautifully contrived anecdote:

When I was a little kid, my mom (lets call her Obamama), was very interested in my daily sustenance. She still is, but more-so when it was important that I develop properly. Anyhow, she gave me a lunch money stipend that would more than cover what the lunch lady had for daily fare if i skipped the cookie and recess snack. It wasn’t exactly a bone-in ribeye at Del Friscos everyday, but thats ok because I was suitably nourished. If I was enterprising enough, I could even stick away a few bucks and at the end of the month pick up a rad Sega Genesis game with the balance (let’s call that R&D). I would be just like all of the other kids, but there’s nothing wrong with that because as kids, we all validate each other by making the same decision together. And eating lunch lady food was a balanced enough diet to help me grow into a bigger person.

Though, right across the street from my elementary school was an incredible taco shop, notorious for having the best carne asada tacos in town. It would have pushed me to the top of my budget, but I certainly could have afforded a few tacos everyday instead. Granted that my trip was made safely (as the risk inherently increases when you cross the street), there I’d be with salsa all over my face like a menstruating contortionist, overwhelmed with happiness in front of the other kids. They’d be so pissed; like, ‘damn, those tacos look amazing’. And maybe the other kids (that could afford it) would take the risk also because we sort of follow each other in a weird way, thats how childhood validation and competition works. In a best case scenario at the end of the month, maybe no kids get runover, the tacos are delicious as billed, and Obamama is stoked because the carne is making me strong like a Native American Poltergeist. But, allthewhile guess who is quietly getting screwed by the principal in the janitors closet? The lunch lady. That’s right. You know why? Because the kids didnt want to invest in her meals. If all of the kids ate there eveyday, maybe she could have improved from microwave pizzas to eventually serving the things that the kids really want. But the kids weren’t interested in the future, they just wanted immediate satisfaction. So the lunch lady is forced to grab her ankles for the principal every afternoon to keep her job. We WANT the lunch lady to win and not the taco shop because she’s on our campus and supports the total school infrastructure.

In a worst case scenario, maybe a few or all of the kids are runover by cars or kidnapped and forced into slave work by the open market of bottom feeders that frequent the taco shop, thus forcing Obamama to put on a cape and bail them out. Guess who still gets screwed in all of this? The lunch lady, because her market of hungry kids has diminished. Meanwhile, the kids that are pulling through the taco venture don’t have enough money for a Sega Genesis game, and they are getting sick of tacos because of the scrutiny they have to face from the poor kids on campus. All in all, the balance of the school is kept intact when lunch money is spent with the lunch lady. Thats why she has such a memorable name, to make it easy for the easily distracted kids. Really though, this mess wouldnt be the kids fault. They were operating within the rules, they just wanted to live large. Their Obamamas never said they couldnt because they never had the foresight to think the kids would do anything but the safe and simple thing.

Shifting American marketing dollars overseas when we need jobs and growth at home is risky, slaps all of our collective faces in the core market, and screws the lunch lady.


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The Night Creepers–Impulsive Travel Bookings

by Hoteltonight. Browse more infographics.


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Who Clicks Banner Ads?

This is slightly deceiving (compared to irrelevant odds) but otherwise has some interesting clicker demos and non-click rationale.


Who Looks At Banner Ads Infographic


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ebook Marketing Blunders

Dear Marketing Diary,

I’ve been a devout student of Marketing for close to 10 years now. I’ve seen the Internet grow like a weed and have done my best to adapt to it’s many quirks. Though I’m still just a simple person of very pedestrian Marketing pedigree– I excel at web strategy, I find comfort in making business decisions, and I relish the opportunity to tackle big challenges.

Today, however, I find myself in a major Marketing quandary unlike any other that I’ve faced. In marketing an eBook for a client, I’m running into a very concerning trend: extremely great response from amazon buyers (reviews) and an extremely low sales count. If you have promoted an ebook before, you know the problem that would arise in this scenario. There is no traction that can be gained from just great reviews alone. Reviews, likes, etc. need to aggregate with sales on Amazon to grow visibility, or so I understand it.

What next? The challenge of leveraging great reviews seem much more daunting than having a mountain of sales and turning that into a bigger mountain. My Marketing sense is tied in knots. What adjustments could be made to leverage the reviews to be visible enough for more people to be attracted to purchasing?

Marketing Gods, please smile down on me!

Sincerely,

Daniel Redman


next page

REMEMBER This Week

It’s taken me a relatively long time to be able to identify my successes, let alone...
article post

Help, I Rank For Something Weird!

I discovered an organic traffic source in my analytics for this site (DanielRedman.com)...
article post

Screwing the Lunch Lady

Chevy made a major splash by announcing their newly formed sponsorship of Manchester...
article post

The Night Creepers–Impulsive Travel Bookings

by Hoteltonight. Browse more...
article post

Who Clicks Banner Ads?

This is slightly deceiving (compared to irrelevant odds) but otherwise has some...
article post

ebook Marketing Blunders

Dear Marketing Diary, I’ve been a devout student of Marketing for close to 10 years...
article post