Finally, manage multiple client Facebook ad accounts!

Screenshot 2014-07-17 19.10.23Screenshot 2014-07-17 19.10.34
Google had had the MCC (My Client Center) for at least a decade, where you can request access to manage the client’s ad account like an agency.
And now Facebook has it with their Business Manager!
Rejoice, my agency friends, since you should be getting access soon, if you don’t have it already.
Go to to find out.
And check out this handy FAQ.

FAQs for PMDs and FBX on Business Manager

Uh oh… your twitter presence is 18 times smaller than you think!

Screenshot 2014-07-12 16.24.32

Companies used to be able to fluff their twitter stats by counting all followers as impressions.
So tweet 10 times to your 100,000 fake followers and you magically have a million impressions.

Need 10 million impressions because you’re behind on your Earned Media Value forecast?
Tweet 100 times or just buy more crappy followers like on Facebook. 

Nobody knows, despite what they may claim, which accounts are real versus robots.
Even twitter doesn’t know.

Now that twitter has come out with organic reach reports, the house of cards comes crashing down– for the 3rd party tool vendors and for people using these reports.

One of our friends runs social for one of the largest agencies in the world– his screenshot above.
Instead of the 27,000 reach from Sysomos, the actual reach was 1/18th that.

Because twitter doesn’t provide organic impressions in their API, even if you pay for the reporting, no tool vendor can accurately report here.

We’ve told twitter a few times that they need to get organic reporting right to be able to drive ad sales.
Certainly hiring a ton of sales people after the IPO is a normal thing to do. But we recommend educating clients instead of just selling to them.

Some people will be shocked at getting numbers 1/18th what they used to report.
  • Will they restate historicals so it doesn’t look like their current performance stinks?
  • Will they keep using the old method (assuming 100% coverage), since those numbers are “better”?
  • Will they decide that reporting impressions is a shell game, abandoning reach for engagement metrics?
  • Will they be unaware or apathetic, saying social metrics are hocus pocus anyway, since revenue is what counts?
1/18th is just barely above 5%.
That’s right in line with newsfeed coverage for brands on Facebook.
So is there cause for outrage?

2014-07-15 23_08_19-Tweet Activity analytics for Royal_Purple

Readers, what will you do about the new twitter organic insights?
Have you had a chance to play around with it yet?

Exposing human nature on Facebook

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Facebook suggests Advil as a related page for Fireball and Svedka.
Facebook used to have a tool called Lexicon that let you trend out interests like this:

You can still do crazy data mining via graph search. Or like this.
You have to be part psychologist and part mathematician to really get social analytics right!

Facebook is so smart, they know where you are!

Screenshot 2014-06-08 10.51.09
Facebook knows who your friends are, what you did last night, and what you might be doing a year from now.

And mobile gives them an opportunity to collect more data, to even passively listen in on your songs to make sharing easier.

They bought a few years ago for the facial recognition technology, ostensibly to help you tag better.
Are you liking the suggestions they make in photos?

And this morning, I saw the recommendation above, when I was filming at Infusionsoft headquarters.

You can bet that Oculus VR will incorporate many of these features, creating a truly social experience.
Are you a Google Glass person, a Facebook glasses person, or an Apple watch person?

Regardless of which technology option you choose (or if you decide to abstain), from our perspective as advertisers, an amazing world of data is opening up for us to use.  Do you see what this means for us as marketers who have to refine our targeting, creative process, and marketing systems?

Are you ready?

Perfect Audience Acquired by Marin Software and What It Really Means

2014-06-05 16_12_20-Perfect Audience - Blitzmetrics - Dashboard

The real story is that native retargeting via Facebook and Google kills their business as a stand-alone. And the bigger picture is that retargeting is not just an add-on to PPC, but revolutionizes how we all need to think about advertising.

It now means we must integrate marketing automation with our paid search. And thus, our content makers must own the mantle of amplifiers, since they know the target and are closest to the customer.

The casualties are agencies that have depended for so long on the traditional ad agency model: one and done, set and forget, “Super Bowl” campaigns, and media planning cycles. Might as well bring a rusty knife to a drone fight.

Smart Facebook Remarketing- use FBX or WCA?

Screenshot 2014-05-28 20.41.12
I just did a search on to fly one of our new folks out here to Minneapolis.
Minutes later, on Facebook I get a retargeted ad with the fare I was just looking at.

This is something called dynamic retargeting, where you can show messages based on a rule– the product they just saw, how many pages on your site they visited, if they are a high value customer, or whatever.

If you’re e-commerce or have a LOT of product SKUs, then you need to use a 3rd party retargeting partner (through FBX– Facebook Exchange).
If you don’t need complex logic, then use native Facebook retargeting (called WCA– Website Custom Audiences), where you can still apply url-level rules.

Google has been doing this for years, so if you want the “full embrace”, you’d run with Facebook and Google retargeting together.
An AdRoll or Perfect Audience can do this for you via one-stop shopping, but if you’re a small biz or not super complex, you’re better off setting up retargeting directly.

And they’re still at it, but with a different variation.

Screenshot 2014-05-28 21.03.01

What converts best: Facebook or LinkedIn? Here are the results…

Interestingly, Facebook mobile converts slightly better than desktop newsfeed, but it depends on the product you’re selling, the content you’re promoting, and how much you’re asking for on the landing page.

The right-hand side ads fared poorly here, but delivered the most clicks and the highest share of new visitors. Of course, new visitors convert at a lower rate than retargeting traffic. So make sure you’re apples-to-apples.

Will the new RHS ad format convert better, as opposed to only delivering a higher CTR?

LinkedIn converts 70% better than Facebook, but the traffic costs 4 times as much.  Once they’re a lead, the conversion rates are similar, largely because we use ad copy that qualifies leads.

Some B2B players say that Facebook is for generating awareness (top of the funnel), since they have the greatest reach, while LinkedIn is for converting.  I’d say that was true a year ago, but not anymore because of website custom audiences and email custom audiences. The new workplace targeting options help mid-funnel activity, too.

So the question is not “Is Facebook better than LinkedIn?”
Rather, keep the highest performing segments from both networks. If you can spare the effort to run campaigns on both networks, it’s well worth your time.

Your own results will vary, so test it on your own data and let us know!

$50 in your pocket from Facebook is great news!

2014-05-15 17_13_57-Fwd_ $50 USD Ad Coupon to try Custom Audiences with Facebook Ads - max.darby@bli
And I’ve been saying that custom audiences are the most amazing thing about Facebook.
We can use them to rekindle customer relationships, help us convert new customers, drive engagement with the right audience segments, and make our email performance stronger.
Did you get one, too?

Google has lookalike audiences, too!

Sorry- “Similar audiences”, an analogy to Facebook’s custom / lookalike audiences.



It takes your existing remarketing list and builds it’s own audience based on similar interests. It’s compiled from people browsing the Google Display Network over the past 30 days and can be used to serve both text and image ads on the GDN, but your remarketing list needs at least 500 unique cookies to use the feature.

You should only use lists with closely identical userbases, or Google might have a hard time making a similar audience. The similar list sizes are currently small, so you should take precautions such as adding the matching remarketing list as a negative to only serve fresh users.

You can find Similar audiences under the Display tab by going to Ad targeting->Interests & Remarketing, or in your Shared Library under Audiences, so if you have an awesome list- give it a shot and let me know your results!


10 Facebook Marketing Tips From 10 Musicians

We recently spoke at the SongRise Music Conference in Peace River, Alberta. It’s an annual conference / workshop for people in the music industry.

I invited attendees to share the following: “What is the one tip you want to share with other artists that you learned at the SongRise Conference this weekend?”

The responses were amazing:

Karen Seaton10153281_10152447121939973_8311348071359097513_n

“This conference has taught me that no matter where you think you might be as a songwriter or musician, your talent is endless, as are the possibilities! My word of advise to all current or future delegates is to leave your fears behind in that crazy place we call the comfort zone. Take the leap and do what you love!!! 😉 Music is love! …and hugs, can’t be without hugs!”


Michael Cassidy Jr.


“The Songrise conference was amazing and all the info provided by BlitzMetrics was very beneficial. If there’s one tip I could offer another artist about the conference it would be this:
Learn a butt-load of valuable information while having some of the most fun you’ll have all year.”



Sarah Richards1506925_10151805203421372_1989875944_n

“The one tip that I would give to other artists about songrise is that I thought it was going to be hard to write with a couple strangers, but you never know who you’ll meet so give it a try and you’ll make lifelong friends and connections! So amazing!”



Richard Woodman1492538_10152307017005733_2960366168304225023_o

“I learned the importance of branding and letting that be a reflection of who you are”



Luke Lounsbury395654_3021274146266_1289562225_n

“This year at Songrise, I was exposed to the business side of the music industry. I also gained knowledge pertaining to grants and other opportunities you wouldn’t find anywhere else. A big thanks to everyone involved!”



Amy Metcalfe


“My tip to future songrise attendees would be to expect the unexpected. This conference has the perfect blend of encouraged creativity and practical tools necessary for today’s musicians. Top notch panel and sessions with small town warmth and personal connections.”



Vernon John Ledger


“One thing I learned from songrise is the importance of knowing who you are and what you have to offer, because when you know that, you know who your playing to”



Shae Long10245466_640496159358133_5804920539069598936_n

“The one thing I learned this weekend that I would like to share with other artists is that it doesn’t matter how old you are, what your talent is or how big your fan page is. If you have something to offer, that is something special and shouldn’t be taken for granted. Don’t underestimate what you can achieve when paired up with other great artists.



Lorissa Scriven

“Hey Alex big thanks to you a

10258858_10152414101215953_6543424718063694726_nnd Dennis for coming up to Peace River to share your knowledge with us. You are very inspiring people, who empower with knowledge! I love that! So… the homework. I would say going to #Songrise brings a sense of belonging unlike anything I have ever experienced.

It really taught me the importance of networking. Investing energy in relationships with people is honestly the best thing you can do in life and in the business of music.

The unity that comes from supporting one another is truly magical. A few things I would tell anyone who goes to the conference would be to make sure you leave your ego and inhibitions at home, let yourself be open, free yourself from fear, then.. see how you shine from within and outward like a giant light bulb!

Recognize and support all your fellow light bulbs! Everyone is so unique and radiant. Be inspired, write things down and maybe prepare yourself for the lack of sleep you will endure and don’t forget the “Experience hangover” that will happen for the weeks to follow.




Dana Blayone199352_10151416723548012_786784122_n

“Being one of the organizer’s of Songrise Music Conference & Showcase  my mind was blown with all the amazing artists and mentors that surround me during those two days. The business sessions grounded everyone to start looking at their music as a business, and the co-writing sessions made everyone glow with creativity and connectivity with those around them.

The one tip I want to share which I feel is the most important outcome from #songrise is the networking and relationships that happens organically. If you rise together as a musical family supporting and promoting one another while on your own journey, then you will discover success that lasts longer and is more sustainable. With a musical family you then will truly have No Limitz!.”


Music is all about expressing yourself, and the responses we received center around the idea of what makes you special. Share your passions, then reach out and network with others- remembering to always have fun.

This isn’t limited to just music, but crucial for any brand’s story. When your mission statement resonates with what drives your passions, your audience takes notice and reacts.

We cover all of this in our Songrise guides that you can download here.

If you’re a musician or work in the music industry, you should drop in at Songrise next year!