Reddit – The Overlooked Social Network With Massive Upside

Reddit Has Almost 300 Million Active Users Who LOVE The Platform – Here’s Why You Need to Be Actively Marketing There NOW

LAST UPDATED: July 9, 2018

Alexis Ohanian, the co-founder of Reddit, recently released the following statistics: 270 million unique visitors/month, 18 billion pageviews/month, 16 minutes spent per site visit, 53% men, 47% women, and 87% under the age of 35. And it’s about to become a full-fledged social network.

UNIQLO – A large retail brand, received 5% of ALL THEIR TRAFFIC over the last 12 months from a SINGLE THREAD on the /frugalmalefashion subreddit. Insane numbers. Reddit has real power, and it should not be neglected.

From its inception until current day, Reddit has always been a place to share links. You can browse said links, up- or down-vote them, and discuss them. But Reddit just made a HUGE announcement. They’re creating user profiles, reminiscent of Facebook and Twitter, that will allow users to share posts/links directly to their own profiles. Reddit also announced that you will now be able to follow the profiles of different users. These moves mark a pivot for Reddit from the “front page of the Internet” to a true social network (and one that is larger than Pinterest and almost as big as Twitter).

So, now more than ever, you need to be marketing and sharing content on Reddit. At Wallaroo Media, we do a lot of content creation and content marketing. We always try to share content that we create on relevant subreddits. We’ve had pieces of content get hundreds of thousands of visits from Reddit by sharing them at the right time and the right place. Reddit can drive real results and impactful revenue. But you really need to know the ins and outs of the platform, the users and their behavior, and how to share content without devaluing your brand or getting a backlash from power Redditors. This post will teach you how…

reddit marketing advice

How to Market on Reddit

The best place to start with Reddit marketing is by identifying the best subreddit for your content, and by doing keyword research on the platform.

Keyword Research on Reddit

Keyword research on Reddit can be an in-depth project that takes several hours. There are some nice shortcuts you can take. This piece is not meant to be an in-depth article on keyword research, so I will link to the piece I recommend on the subject, here. That link takes you to a nice 7-step Reddit keyword research process using the tool Keyworddit, which is a tool I explain more below.

Subreddit Research on Reddit

To find which subreddits make the most sense for your brand to be sharing content on, use RedditMetrics and Redditlist (I explain these tools more below). The other way to do subreddit research is quite simple: Google it. For example, if your company sells nail polish, Google “nail polish subreddit” to see which ones come up. You can also search for subreddits that would be tangentially related to nail polish, like fashion or accessories or style.

Curating Social Media Content with Reddit

There are many different ways to curate social media content for a brand. One very effective but under-utilized technique is to create a private “Multi-reddit”. A multi-reddit can be created by combining relevant subreddits into one. So if I was running a nail polish company, I would combine subreddits related to nail polish, fashion, accessories, style, and perhaps a few more into one multi-reddit. Then, each morning, I would check my private multi-reddit to see what content is trending the most in my space. Then I would create social media content based off those trending items. To learn more about this awesome strategy, click here.

Building Karma and Finding What Works

Reddit Karma is a form of gamification that the platform employs that allows users to gain points for posting popular links and comments. The higher your Karma, the higher your links appear when they’re initially submitted. So building up personal or company Reddit profiles is a must.

As mentioned above, it is crucial to do subreddit research to find what type of content works on the subreddits that you are interested in posting on. Some subreddits only allow comments. Others prefer images. The majority prefer links. But knowing how to posture the link correctly so as not to be overly promotional is important. Reddit users are notoriously anti-advertising/anti-marketing. So be careful here. Again, you need to analyze content that has performed well on your desired subreddit(s) to inform your own posting strategy.

reddit karma

Essential Reddit Tools & Resources

There are a few key tools and resources that are essential for a truly effective marketing campaign on Reddit. Below is a list of our favorites. Feel free to let us know if we missed some!

  • – Social listening tool that offers real-time tracking and alerts when your phrase is mentioned.
  • – Leaderboards of the fastest growing, top, or new trending subreddits.
  • – Tool that offers user tracking, post tracking, interaction data, and more.
  • Reddit Submission Time – A tool that shows you when the most successful posts are submitted to each subreddit.
  • – Similar to RedditMetrics, but this site offers some different data as well as subscriber growth and totals by subreddits.
  • How The Internet Talks – Fun tool that shows how keywords have trended on Reddit over the last decade.
  • Reddit Web Scraper – Tool that allows you to scrape data from Reddit.
  • Which Subreddits Send the Most Traffic – A deep dive into which subreddits send the most traffic to websites.
  • Top Posts All Time – Interactive about the top Reddit posts of all time in different categories.
  • Posting Times – Discover the best times to post on Reddit.

Also, here is a quick intro to Reddit’s new self-serve advertising platform.

Our Favorite Subreddits

Reddit is full of incredible and interesting subreddits. Below are some of our favorites.




80’s Design

Retro Futurism

Ask Me Anything

fast and furious data is beautiful

Fast & Furious content on Reddit


Reddit should be an integral part of every content marketing campaign. It can be used to place content, learn about your target demographic and what they like, social media research, and more. Good luck!




How We Utilized Evergreen Content to Increase Our Traffic 1,800% in 14 Months

SEO Has Been The Single Largest Driver of Business for Wallaroo Since Our Inception

Last updated: June 23, 2018.

Through our evergreen content strategy we’ve grown our traffic over 1,800% in 14 months. The first half of this article will show you how we did it. The second half will teach you how to do it for your company.

Wallaroo Media was founded in mid-2012. When we formed our company, we wanted a name that was unique, fun, and brand-able. We also wanted it to have a word in it that got a lot of monthly searches that we felt we could rank for fairly quickly. So we chose Wallaroo. Soon enough, we got to #1 for the word “Wallaroo” and could tell all our prospective clients that we knew how to do SEO  :). This keyword targeting strategy also reflected the types of clients we were going after. With a resume like this, and with no case studies and little experience, we could really only get local clients like restaurants, dentists, auto repair shops, etc. And when we did get those types of companies as clients, we hustled hard to do everything we could to help them succeed.

how to use SEO to grow business

That was back in the early days. We don’t care about ranking for “Wallaroo” anymore (although we’re still on page one); we moved on to bigger and better things. Like most SEO companies, we started by targeting localized keyword phrases related to “SEO”, or “Utah SEO company“, or “Provo Utah SEO”. This keyword strategy also reflected the types of clients we were able to get. If someone Googled “Utah SEO Company” and found us, chances were that they were interested in SEO, maybe some content marketing, and not much else. We got a lot of great clients this way, and still do, but we wanted to level up as a company. Once we achieved amazing rankings for those keywords, we continued to set our sights on higher revenue-generating keywords and bigger clients…

Enter: The “Evergreen Content” Strategy

With a firm hold on SEO-related keywords in our market, we wanted to expand our services and offerings at our company. We wanted to diversify. We wanted to get more into social media advertising management and PR. So we created a content marketing plan.

There were three key steps in our approach to our Evergreen Content Strategy:

Step 1: Evergreen Content 

evergreen content seo strategy

We wanted evergreen content to be the backbone of our strategy. What is evergreen content you ask? We define it as timeless content that continually stays fresh for readers. We felt that this was an under-utilized tactic with the keywords we wanted to rank for. We wanted to get more clients who wanted to hire us to manage Facebook Ads. So we took a page out of Moz’s book (with their Google Algorithm Change History piece) and decided to create the Facebook Algorithm Change History with the purpose of using it as a Trojan horse to get social ads clients. We created the Facebook Algorithm piece over 2 years ago, and have been updating it every month or so since. That content ranks #1 for “Facebook algorithm change”, #3 for “Facebook algorithm”, #4 for “Facebook changes”, and #5 for “New Facebook update”. It also ranks on page one of Google for another ~100 keyword phrases! The content piece has had almost 60,000 visits since its launch with an average time on page of about 4 minutes.

Step 2: Consistent Updates

As I briefly mentioned in Step 1, we have been updating that Facebook Algorithm piece every month or so for over two years now. Every time we update it, we do three things: Change the publish date in WordPress, change the “Last updated” phrase at the beginning of the piece, and share it on Google Plus (and other social networks as well). It is also good to use the “Fetch as Google” tool. Correlation does not equal causation, but we have found this sequence to be crucial in our rankings.

A little more on “evergreen content”: I would highly recommend that unless you are writing on a topic that is time-sensitive or newsworthy in nature, that all your content is evergreen. We update our Facebook piece all the time (because it needs to be updated constantly). But if you publish a piece titled, “How to do SEO for B2B Companies,” update it all the time! Seek out ways to do so. Update the case studies you cite. If you figure out new, applicable strategies, add those. Did Google or Facebook or something else change since you first wrote the piece that now changes things? Add that and update it! Be creative, it shouldn’t be difficult to add to a piece every couple months and thus make it evergreen.

Step 3: Being The First-Mover Helps

Being the first-mover to go after a keyword helps with future ranking ability. It is by no means a requirement, though. But in our experience, being the first to publish an in-depth, well-optimized piece on the subject can do wonders. And if you are consistently updating it, you can stay ahead of the competition. There isn’t any more secret sauce here.

utah seo growth at wallaroo media

Note: Some here may bring up the “Skypscraper Technique” from Brian Dean (who is awesome and whom I greatly respect). Yes, that strategy works very well, and yes, the Skyscraper Technique is designed to overtake first-movers. But if you follow steps 1 and 2 well enough, then being the first-mover will obviously help you. And if you’re always working to build links to your content, then you should be immune to competitors. Theoretically, they wouldn’t want to compete. Who would want to compete with amazing content that’s always being added to and has a consistent flow of quality backlinks pouring in?

Case Study: “Snapchat Advertising”

We shared a mini case study in Step 1 with our Facebook piece. Now we’ll spill the beans on what we’ve been up to lately: targeting all keyword phrases related to Snapchat Advertising, and using the Evergreen SEO strategy to do so.

We were early adopters internally of all things Snapchat. We have a team that skews toward the younger side, and many of us have thoroughly enjoyed the popular social network since its inception.

When Snapchat started rolling out ads last year, we began thinking about offering ads management for the social app as a service. One problem though: Snapchat wasn’t letting anyone in. No agencies, no public access, nothing. They were working directly with brands to create and run the ad campaigns. So we dragged our feet.

snap ads campaign management

But in November of 2016 we published version 1.0 of “Snapchat Advertising Costs” on our website. From there, we continued to update that piece according to steps 1-3 outlined above. We also wrote a lot about Snapchat marketing strategies in general. What are the results you ask? Here they are:

  • “Snapchat advertising” – #2 (after
  • “Snapchat ads” – #2 (after
  • “Snapchat cost” – #1
  • “Advertise on Snapchat” – #2 (after
  • “Ads on Snapchat” – #3 (after and
  • “Advertising on Snapchat” – #2 (after
  • And over 200 more keyword phrases

If you pull up the search volume for those phrases, you will see that none are huge (each phrase ranges from a few hundred to the low thousands in monthly searches). But, as you can imagine, they convert to actual business for us very well. And with SEO, the true measure of success is conversion (at least in our minds). Does your SEO strategy get your website the right traffic and interested users/customers/clients in the target demographic? This is a key component for any effective SEO campaign. For most of our website visitors that come to our site through these keywords, we’re the first agency they come in contact with that does Snapchat advertising. Our content, combined with some retargeting ads every now and then (we spend less than $100/month in paid advertising for ourselves), helps convert these visitors into paying clients.

Take a look at our website traffic in the screenshot below. In an 14-month period, we’ve increased our traffic from under 400 visitors per week to over 8,000 visitors per week. That’s an increase of over 1,800%! Evergreen content works very well  :).

evergreen content example

Evergreen content marketing in action

Here’s an update on our website traffic as of February 1, 2018:

evergreen content marketing 2018

Each time we wanted to “level up” as an agency, we leveled up the keywords we targeted. Consequently, our client roster has evolved from local clients to larger, but largely unknown, nationwide clients, to publicly-traded companies and household brands.

At Wallaroo, we absolutely love SEO. It was the first service we ever offered, and it will always be part of our core. It has helped grow our business immensely. If you do it right, SEO can do the same for your brand. Want to grow your business through SEO? Contact us today!

Step by Step Process for Creating Evergreen Content

Now that you see how we used the evergreen content strategy to grow our business, let us show you how to do the same for yours.

First, you need to decide which type of evergreen content you want to create. There are many different types of evergreen content. Here’s a quick list:

  • Original research
  • Collection of timeless statistics
  • In-depth case studies or white papers
  • Checklist
  • Resource content (see our content marketing resource)
  • List of free/paid tools
  • Top influencers/experts in a niche (only if done in evergreen fashion)
  • Best books for your niche
  • Glossary of terms in a niche
  • “Everything you need to know” style
  • History of a topic/product (see our Facebook algorithm history)
  • How to do something over time
  • How-to article or tutorial (or a series of)
  • Storytelling (Kindra Hall is the master of this)
  • Pros and cons of X
  • Success stories
  • History of a certain topic
  • Beginner guides (or any in-depth guide)
  • Answers to industry FAQs
  • Curate a list of blogs in a niche
  • Think of an ongoing offer to promote
  • Create annually updatable survey-based or data-based content
  • Create a training course
  • Create a buying guide for specific products or services
  • Annual events database listing of your industry
  • Offer a $500-$1000 scholarship every year

Keep in mind for whichever type you choose – it either needs to be written in a way to where it will never go out of date, or you need to be consistently updating the piece over time.

Another key component of successful evergreen content is constant promotion. Many forget to do this. Once your content is live, you need to be promoting it on a consistent basis. Not every day, but at least a couple times a month. And for sure every time you update it. Promote it on Twitter, Facebook, Google Plus, LinkedIn, and Pinterest. Depending on the purpose of the content, paid advertising can be a good solution as well.

Five Thirty Eight

FiveThirtyEight is a website ran by Nate Silver, a quasi-famous political statistician. In late 2013, ESPN purchased his website and provided him the funding to build a team. In March 2014, he launched what could be considered a site-wide evergreen content strategy. Take a look at what’s happened since:

538 evergreen content

They rank for over 700,000 keyword phrases, and the vast majority of their traffic drivers are evergreen content terms. That is how it’s done!

Compounding Returns of Evergreen Content

When you effectively utilize the evergreen content marketing strategy consistently, it generates compounding returns. Tomaasz Tunguz wrote about this a couple years ago. He stated: “Like a bank account that starts out small and earns incremental gains, but over time becomes quite large, content marketing efforts require consistent investment but ultimately can yield enormous results.” Tunguz then contrasted two hypothetical blogs. One that employs evergreen content, and one that focuses on temporal content. Here’s the visualization for the evergreen content blog:

evergreen content compounding returns

Evergreen Content Produces Compounding Returns

As Tunguz explains, in this evergreen content example, each post generates about 150 views on day one, and about 20 each subsequent day. And due to the evergreen nature of the content, it decays very slowly. You can clearly see the compounding effect. In a year, the blog is generating more than 250k visitors per month. Remember, this is a hypothetical example, with perfect execution. But the idea still holds. Content marketing value compounds.

Now, here is the visualization for the temporal content blog:

temporal content marketing

Temporal Content – Slow Growth

In this example, each (temporal) blog post generates about 150 posts on the first day, 20 on the second day, but the decay function is much more aggressive. By the end of the year, each post generates 1 view per day. This blog’s traffic caps out at about 70k visitors, less than a third of the previous one. (Again, thanks to Tunguz for these examples and data).

So, as we have established, evergreen content is the way to go. The long term ROI is tremendous, and the required output is not significantly larger to produce said content.


Want to learn more about the evergreen content strategy? I’ve got you covered:

Do you have any questions about the evergreen content strategy? Don’t hesitate to contact us!

Understanding What Your Company Marketing Strategy Really Needs

Written by Jeff Rose, VP at Wallaroo Media.

I was recently contacted by a university professor looking for a marketing expert. He had written a textbook along with corresponding coursework for students who were trying to determine their emphasis in BYU’s undergraduate business program. Yet, he still needed feedback from an industry professional. We sat, we talked, we enjoyed some of the amazing variety of ethnic food that Provo, Utah, has to offer, and through the conversations we came to a few very important conclusions that seem applicable to students, professionals, and business owners alike.

Understand the Big Picture (and I don’t just mean marketing as a whole… I mean the BIG picture)

We’re not talking about the meaning of life here; simply understanding all of the moving pieces that can affect your business and how your campaigns and initiatives perform. Perhaps it’s too broad to say EVERY PART OF YOUR BUSINESS, since as a marketer I don’t focus much on 3PL systems or sourcing materials, but I do care what those things mean for the product, its marketability, its cost, its retail value.

But let’s move on from there and say we just want to understand the bigger marketing landscape: what each piece of the puzzle means and how it affects every other piece. I’m referring to SEO, SEM, etc. Drilling down deeper, we have subsets — search, display, social. Even further subsets — within social you have a number of useful platforms like Facebook, Instagram, Snapchat (one of my personal favorites). We could go more granular, but let’s focus on Social v. Search v. Content v. Website v. Design, or what I like to call the ‘Interaction Level’ (working title, folks).

It’s imperative that you understand how the social presence you create is affected by or affects your website, what role content has to play in all of it, and what analytical data you can gather along the way. I recall a local business owner telling me, “I’ve allocated a certain budget that I would like you to use on a monthly basis to promote my business. What are the next steps?”

The immediate answer was to see what he was working with: his website, his content, etc. It didn’t take long before I realized that he didn’t have a landing page that was optimized by many standards, thus my advice to him was that the landing page should be improved before money was spent driving traffic to a page that would be unlikely to convert.

His response? “I didn’t even think about the fact that the website would play that large of a role in the success of the campaign, and I certainly didn’t think about the order of operations here.”

Order of Operations

In a world of multitasking — drinking coffee while riding a bike and selling the biggest contract of your life all while dodging through traffic like you’re in Fate of the Furious (or whatever sequel we’re currently on) — I’m not about to tell you to take things one at a time. What I WILL say is don’t get ahead of yourself. There may be 71 different action items and deliverables on your carefully written marketing plan, and 70 of those may have to wait until the first is completed. Again, this is not always the case, but let me give a prime example:

You can’t drive traffic to a website… unless a website exists to drive traffic to. Simple, right? But so many people get ahead of themselves and forget to ensure that the infrastructure is there. There is more to be learned than the fact that you can’t drive traffic to a non-existent website, or if you do you won’t get sales, sign-ups, kudos [fill-in-the-blank]. Some deeper questions you should be asking yourself are “What about the call-to-action?”, “What about the content?”, “What about the design?”

We want the experience to be cohesive and seamless, right? If so, how can we design an ad or piece of content that will drive a consumer to a landing page where they can buy our widgets when we don’t know what the messaging on that page will sound like or what it will look like aesthetically? Maybe you have a style guide already created. Great! Maybe you nailed the messaging down in a brainstorm. Awesome! But unless you do things in the right order, or at least something close, time can be wasted and success can be lost.

Get the order of operations right, then you can focus on the fun task of diving into the myriad of options available to execute your strategy

Eenie, Meenie, Miney, Moe (Let Your Customer Inform Your Strategy, Not the Other Way Around)

Back to the original premise of proofreading a university textbook. I thought that perhaps the most difficult part was editing the vast amount of information on each and every social platform and content dispersion channel that exists in order to give a strong fundamental understanding of what options are available. What I realized was that the quantity of information was not the burden, but rather finding a way for these young people to understand what tools were appropriate at what times, and which ones should stay tucked away in their Social Media Superhero utility belt for another day.

I found myself advising the same way that I have advised numerous clients over the years: “Don’t choose how you are going to market your brand until you understand your customer and how they want to be marketed to.”

It does little good to spend 90% (or even 1%) of your media budget on Twitter, Facebook, Instagram, Snapchat, or other platforms, if you know your audience isn’t active on those platforms. Similarly, if nobody has heard of your product, and would have no idea of what to search for online to find it, perhaps you should rethink your strategy of running search ads.

However you come to understand your audience, whether through the development of a persona or three, or through market research and surveys, if you choose to sell something to those you are convinced needs/wants/can’t live without it and you are wrong, success is unlikely to be just over the horizon.


There are countless ways you can build, market, present, sell, and promote your product/service/business. So how do you know what to do? The better your understanding of the options available to you and how those options affect everything else you are doing, the more effective your strategy. Know your business, know your customer, and know the marketing (or hire someone who does).

7 Optimizations for Your AdWords Search Campaign

Optimizing your AdWords campaigns might seem complex and daunting. If you’re new to AdWords, it can take a lot of time just to figure out the interface before you can start optimizing your campaigns. But don’t worry! Here are some easy optimizations you can make to your AdWords campaigns to improve your CTR and conversion rate.

Before you start, you should know that these optimizations are recommended for Search campaigns with all features and may not necessarily apply to other campaigns.

1. Adjust Location Settings

Many companies have location-specific products and services. Whether you want to target a whole country or just one zipcode, AdWords gives you the freedom to choose where you want your ads shown and where you don’t.

When setting up your AdWords campaigns, be as specific as you can when filling out the location settings to ensure that you only show ads to users in relevant locations.

For example, if your business wants to target the entire United States, don’t just add the United States. Instead, select each state individually. Or if your company only provides service in San Diego, refine your location settings to San Diego zip codes, instead of just listing the city alone.

Being specific in your location settings will help you see where exactly your traffic is coming from and what areas are getting the most conversions.

After your campaign has been running for a few weeks, check the user locations. This information can be found in the “Dimensions” tab of your AdWords campaign. Once on the tab, “User locations” can be found in the “View” drop-down menu.

The locations listed here are the actual locations from which your users performed their Google searches. Check to make sure your ads are being shown to the areas you want.

Most likely, you will find a few countries, states, or zip codes that you don’t want to target. Just exclude those locations in your location settings to narrow the geographic area in which your ads are shown.  

2. Make Bid Adjustments

While most of the instructions for the optimizations in this list are intended for the traditional AdWords interface, the new AdWords interface makes it extremely easy for users to make bid adjustments on user demographics—so go there to make bid adjustments!

In the new AdWords interface, select the option for “Demographics” on the left-hand menu. You can set bid adjustments for gender, household income, and age. You can also set bid adjustments for devices and other options by referring to the “Devices” and “Advanced Bid Adj.” respectively.  

Bid adjustments are especially useful to ensure you are targeting the right demographic. For example, if your company sells high-end products, you might not want to market to individuals with a low household income. Or if you want to target young males, don’t bid on females. These bid adjustments help you get more conversions by bidding on the right audience.

Generally, a bid adjustment (increase or decrease) of 10% to 20% is sufficient to get results without excluding large portions of your audience.

3. Refine Keywords

A big part of your success in AdWords is bidding on the right keywords. Why waste time and money on your ads if they aren’t even being shown to the right users? Review your keywords and refine them to make sure your ads get shown to your target audience.

Here are some easy optimizations to make to your keyword list:

  • Increase bid to be on the first page. In the “Status” column, AdWords will tell you if you are bidding below the first page bid. If you are, click on the keyword’s Max CPC to adjust your bid. AdWords will also tell you what you need to bid to be on the first page. However, don’t forget your daily budget. It’s pointless to bid more than your daily budget or a significant part of it on just one keyword.  
  • Pause keywords with low search volumes. AdWords will also let you know in the “Status” column if your keywords have a low search volume. Having too many keywords with low search volumes means that your keywords aren’t going to drive much traffic to your site. If your campaign is intended to increase brand awareness or increase conversions, you want keywords that users are actually searching.

  • Check quality scores. Adwords assigns each keyword a quality score, which is determined by the keyword’s relevance to your ad and your landing page (among other factors). This number is also found in the “Status” column. Ideally, you want each keyword to have a quality score of 9 or 10. If a keyword has a quality score of 1 or 2, you’ll see this message in the “Status” column: “Rarely shown due to low quality score.” To boost the quality score of these ads, consider writing a new ad with that keyword in the headline or descriptions. Or simply pause these keywords.
  • Add new keywords. Users are constantly searching on Google, which means there are always new phrases being introduced. Use the Keyword Planner to come up with new ideas for keywords. And make sure you have a mix of broad match, phrase match, and exact match keywords. If your keywords focus too much on one type of keyword (like broad match), you may be missing out on valuable traffic.
  • Pause keywords that aren’t performing well. Keywords should have a CTR and conversion rate above 1%, at least. If not, you are wasting your money. Pause keywords that don’t have a high CTR and that don’t have many conversions.

4. Analyze Search Terms

Analyzing the “Search Terms” is a great way to see what users who clicked on your ad were searching for. You can discover new keywords and gain insights about your keywords and what users are looking for when your ads are shown on Google.

Additionally, by seeing what people have searched, you can find keywords that you don’t actually want to bid on. Use your search terms list to add negative keywords. Negative keywords can be especially helpful to make sure you aren’t wasting money on searches that don’t have anything to do with your brand.

And AdWords makes it easy to add keywords or negative keywords directly from the search terms list.

5. Enable Ad Extensions

Ad extensions help expand your ads so they take up more real estate on SERPs. And they are FREE! Ad extensions are found below the “Bidding and budget” section when you create a new campaign. If you’ve already created a campaign, you can add or edit ad extensions in the “Ad Extensions” tab.

There are several types of ad extensions, but all help expand your ad and provide more information to users. AdWords approves each extension, but they are a great way to use more keywords, expand your ad, and help users see your company first.

The extensions available on AdWords include:

  • Sitelink extensions
  • Structured snippet extensions
  • Call extensions
  • Message extensions
  • Location extensions
  • Affiliate location extensions
  • Price extensions
  • App extensions
  • Review extensions

We recommend adding as many extensions as you can.

6. Pause Poorly Performing Ads

This tip is fairly straightforward. If an ad isn’t performing quite as well as the others, pause it!

Here are some metrics to consider when determining how well your ad is performing:

  • % Served (any ad less than 5% served should be paused)
  • CTR
  • Average Position
  • Conversion Rate

Feel free to replace the ads you paused with new ads, but don’t continue to waste money on ads that Google isn’t showing or that aren’t performing well.

7. Create an Ad Schedule

In addition to targeting the right audience, you need to find the right time. You can increase your CTR and conversion rate by bidding during times when you actually get results. If your users aren’t online during the night, there’s no point in running your ads then.

Create an ad schedule to make sure you are running your ads during the most effective part of the day.

The default in AdWords is to run your ads 24/7. However, if you go to the “Settings” tab and select “Ad Schedule” you can change the times that your ads run. Click “+Ad Schedule” to create a schedule that you can customize for your business. Add an increased bid adjustment to the hours in which you get the most traffic and conversions, and turn your ads off or add a decreased bid adjustment to hours when you don’t get much traffic.

If you want more specific optimizations for your AdWords campaign, contact Wallaroo Media. Our certified AdWords team can help optimize your AdWords account for the best results.

Why AdWords Should Be an Essential Part of Your Paid Ads Strategy

Last updated: March 26, 2018

AdWords, also known as paid search, is more important to your company’s paid social ads strategy than ever before. Why? Because it’s an easy way to drive quality users to your site. And you can do it for very little money and effort. If you want to get ahead of the competition, you’ll need integrate AdWords into your paid ads strategy.

What Is AdWords?

Google AdWords is the largest pay-per-click (PPC) advertising platform in the world. While Bing and Yahoo! also have paid search platforms, Google AdWords is widely accepted as the most dynamic and best paid search platform on the web.

Google fields more than 3.5 billion search queries every single day, and each one of those queries is an opportunity for you to advertise to potential customers.

But what does that mean?

Basically, companies (like yours) pick keywords they want to bid on. Keywords are specific words or phrases that you deem important to your business—and you can pick as many as you want. For instance, a mechanic shop might bid on keywords such as “oil change near me,” “mechanic,” or “new tires.”

As long as users search for those words or phrases in the location you’ve selected in your AdWords campaign, your company will be entered in the bidding war for that specific query.

In a matter of milliseconds, Google hosts an auction with you and everyone else who has decided to bid on that specific keyword. The winning bid is showed at the top of the SERP with a small green text box that says “Ad” to let users know it’s a sponsored link.

The best part? You don’t pay for Google to show your ads until a user clicks on it. You can generate a significant amount of brand awareness without having to pay a penny unless someone clicks on your ad.

In other words, AdWords is an easy and affordable way to get your company listed at the top of SERPs for specific keywords that you deem relevant to your business.

Why Choose AdWords?

The simple answer is that AdWords complements the paid advertising your company is already running. Adding an AdWords campaign to your strategy is an attractive option to any business, regardless of your marketing budget. A company’s budget doesn’t have to be very big at all to generate real results.

But what makes AdWords so great?

1. Options, Options, Options

You can build a variety of flexible, dynamic campaigns with AdWords. There are options for search network, display network, shopping, video, and universal app campaigns, each of which has its own advantages and disadvantages. And, after your ads have been running for a few weeks, you can launch retargeting campaigns to target users who didn’t convert the first time they saw your ad.

Because there are so many options on AdWords, you’re able to build campaigns that will run exactly as you want them to.

2. Build Flexible, Dynamic Campaigns

AdWords gives you almost full control over your campaign (which is any marketer’s dream!).

You have the power to edit the location, time, and budget of your ads, giving you the best possible chance to reach the audience to which you’re truly interested in showing your ads.

Is a certain keyword garnering more conversions than others? Great! You can adjust your bidding for that specific word or phrase, meaning that it will be shown more often than some of your less successful keywords.

3. Easy to Maintain

Once your AdWords campaign is set up, maintenance and optimization is very simple. You can spend as little as 30 minutes a week on your account and still see huge results. Editing ad text, keywords, and final URLs can be done in a few minutes or less, making it easier than ever to stay relevant to your consumers.

4. Up Your Organic Game

It’s pretty simple math: you’re paying Google to place your ads at the top of a SERP. This means your business name is one of the first things a user will see after searching, so they are more likely to visit your site.

In fact, you can run campaigns that are directly focused on increasing traffic. Campaigns focused on a high CTR and low CPC are a great first step in driving interested traffic to your site.

Once the campaign is live, monitor your clicks, CTR, keywords, and search terms to ensure you’re getting as much traffic to your site as possible. By targeting certain keywords and writing relevant, interesting text ads to match your keywords, paid search ads can increase traffic to your site and lead to more conversions.

If you’re looking for an easy, inexpensive way to boost traffic to your site, AdWords is the answer.

5. Increase the Quality of Your Web Page Visitors

Here’s the thing: Google doesn’t care about you. Google is focused on keeping users happy, so it will only show ads that are relevant to a user’s query.

How does this benefit you?

Well, since you’re bidding on high-quality users who are actively searching for someone like YOU, they are much more likely to convert.

The more your ads and landing page relate to a search query, the happier a consumer will be when they click on your site. Google recognizes when users consistently click your ad, and in turn, it will show your ads even more. All because Google wants to keep its users happy.

To illustrate this point, let’s refer back to the mechanic metaphor. If someone searches “fix a flat tire near me,” they are actively searching for a mechanic to take their car with a flat tire. While your company’s name may show up in the organic results, you have a much better chance of snagging this conversion by bidding on the keyword “flat tire.” Your ad will show at the top of the screen, and the person looking for a new tire will come to your mechanic shop instead of your competitor’s shop.

6. Measurable

The most exciting part about AdWords is how much you can measure and how easy it is to read and understand the metrics Google provides.

Does your boss care about your CPA? CPC? CTR? Conversion rate? Average position? No problem! AdWords tracks all of those metrics, and more.

You can even customize your metrics bar to show whatever metrics are most important to you.

It’s easy to see how successful your campaigns are doing because you can track metrics day by day, week by week, or look at the lifetime success of the campaign.

Why Should YOU Use AdWords?

You might be thinking, “This is all very interesting, but why do I need to jump on the AdWords train?”

Well, there’s an easy explanation: because your competitors are.

AdWords has become such a prevalent part of paid ad strategy that your company is already behind if you’re not using it.

If you’re interested in using AdWords to increase your paid ad success, get in touch with Wallaroo Media. We are AdWords certified for every type of campaign and are happy to help you reach your paid ad goals!

Facebook’s Newsfeed, Content, and Social Media Algorithms…

Facebook Makes Sweeping Changes – Here’s What it Means for Ads and Content

Last updated: February 13, 2018.

Facebook has made some huge changes to its Newsfeed algorithm in 2018. Facebook has stated that it wants to “increase meaningful interactions between people“. To accomplish this, there will be less video and news. Facebook makes a TON of changes to its product, on a constant basis. And although they said less news, they also created caveats for “trusted news” and “local news”. They’re also increasing their Stories product on desktop and mobile.

Facebook Advertising

First, let’s briefly address how all these changes are affecting Facebook Ads. In two words: they’re not. Facebook Ads are here to stay, and potentially stronger than ever. Below is a note from a Facebook Ads representative:

facebook algorithm changes on facebook ads

Now that that’s out of the way (although it wouldn’t be a bad idea to add some influencer marketing strategies into your mix)…

Facebook Newsfeed and Content

Businesses, both large and small, have been built off Facebook and its algorithm. Those times have officially come to an end. Organic reach of posts has been declining for years (it’s now around 2-4%, sometimes much less). Facebook DOES NOT CARE if you use their platform. Still, some well-known publishers are doing everything they can:

While others seem to finally feel free:

A sage tweet from Matthew Ingram of Columbia Journalism Review sums up the thoughts of many:

I think we can all agree on this: Facebook is done with quality journalism. They’re tired of fake news and bad PR. Controlling it would be too costly. So they’re just phasing it out. Here’s a quote from Mark Zuckerberg:

“The research shows that when we use social media to connect with people we care about, it can be good for our well-being. We can feel more connected and less lonely, and that correlates with long term measures of happiness and health. On the other hand, passively reading articles or watching videos — even if they’re entertaining or informative — may not be as good. Based on this, we’re making a major change to how we build Facebook. I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.”

Still want news on Facebook? Go to the Watch tab.

Anyone who counted on website traffic from organic Facebook posts needs to move on, especially publishers. Internally, we’ve adjusted how we manage our clients’ Facebook pages. Instead of doing 10 posts/week (years ago) or 5 posts/week (last year), we just try and do 1-2 high quality, engaging posts each week.

You know what’s not going down in the midst of all these updates? Facebook’s profits:

Image via

Why is that the case? Facebook (and Instagram) ads of course. Those will still be growing strong.

What You Should Do

With the new and future landscape set in stone, I recommend four things:

  1. Post less, but make every post as high quality as possible
  2. Facebook Ads (which include Instagram and Messenger) are still gold mines – focus on those
  3. As Facebook increases human relationships, utilize influencers more
  4. Invest heavily in Groups (Facebook continues to prioritize Groups content)

Also, NEVER build your business in a way that it’s dependent on a singular social platform. First off, focus on all social platforms. Secondly, create consistent, quality content on your website. Lastly, build your email list. Those last two tips are things that cannot be taken away from you.

Finally, good luck! Need help with marketing strategy? Contact us today!

Why Your Marketing Mix NEEDS Influencers in 2018

Influencer Marketing Can Produce Incredible Results, if Properly Managed

Despite the recent New York Times article exposing celebrities, athletes, and media personalities purchasing hundreds of thousands of Twitter followers, influencer marketing is more important than ever.

As RACKED recently stated, Instagram ads are basically infomercials for millennials. But they aren’t just infomercials for millennials, they’re infomercials for everyone. I was in a meeting with a client last week, and she shared the following statement, verbatim: “I go on Instagram to be told what to buy.” Think about that for a second…

“I go on Instagram to be told what to buy.”

Now, I can confirm that I, and pretty much everyone at Wallaroo, share this sentiment. Instagram (and other social platforms like Snapchat, Pinterest, and sometimes Twitter) has effectively replaced the ‘As Seen on TV’ infomercials of late night television. Priceonomics analyzed the 5 steps of an infomercial:

  1. Create Awareness
  2. Create Need
  3. Create Urgency
  4. Evaluate Choices
  5. Resolve Final Risk

An effective influencer marketing strategy follows the same rubric. From tummy tea to sugarbear hair, from moons to fitness gear to makeup brands, the first time you’ll hear about most of the new products these days is via social media. Why? Because it works. It works very well.

Brands are Flocking To Influencer Marketing

Interest in influencer marketing has grown a ton of the last year.

influencer marketing growth

While we still believe strongly in content marketing (and SEO – check this out!!!), the rise of influencer marketing cannot be denied. According to a recent study by Linqia, 94% of marketers who used influencer marketing last year found the channel to be effective, and budgets are set to double this year. Research firm L2 found that 70% of brands are working with influencers on Instagram. The rise of ad blocking and ad costs provide an additional reason to utilize influencers. Another study found that an influencer marketing campaign earned an average of $6.85 in media value for every $1 spent on paid media. Bloglovin (the largest conglomerate of bloggers/influencers) predicts that the industry will continue to skyrocket:

influencer marketing industry growth

How to Run a Campaign, and What to Measure

Tracking ROI can be tricky with influencer marketing campaigns if you haven’t established goals/KPIs/metrics beforehand. But that goes for any type of marketing campaign. Tracking things like Cost Per Click, Cost Per Acquisition, and Cost Per Engagement can be measured effectively. Calculating your overall ROI is going to depend on your cost for the campaign, sales generated, sponsorship costs, product/giveaway costs (if applicable), etc. Having a strong analytics team/agency in place is key.

At Wallaroo, we prefer to work with what we call “Micro influencers“. We define micro influencers as an influencer that has less than 100,000 followers, and preferably under 50,000. What we’ve seen from these types of influencers is higher levels of engagement, more targeted followings, and better overall ROI. They’re also generally easier to get a hold of and easier to work with.

Ideally, an influencer campaign integrates with your existing social media campaign, your advertising campaign, and your content campaigns. Creating and running a cohesive strategy will set everything up for success. We’ve done many influencer campaigns for our clients, consistently seeing ROI’s of 10X+.

If you’re interested in learning more or want to use Wallaroo for your own influencer campaigns, contact us today!

influencer marketing campaigns

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Snapchat Shows – How Snapchat Discover is Transforming Social Media

Snapchat Shows Are Game-Changing and The Future is Premium Mobile Video

Last updated: November 13, 2017

Snapchat’s Discover section is unique. For the unfamiliar, Discover is made up of daily content produced by professional publishers (think CNN, ESPN, NatGeo, People, New York Times, etc.), exclusive to Snapchat. The content, just likes Snaps themselves, is only available for 24 hours. But Snap, Inc. has a bigger vision for Discover: Snapchat Shows.

Before we dive in to Snapchat Shows, think about the video content you consume on mobile. Twitter is full of GIFs, Instagram is full of memes, Facebook is full of “viral” or political content, YouTube is full of garbage. Yes, you can find great video content on all of these platforms. But Snapchat is aiming to be the premiere hub for mobile video, and their approach is truly a unique one.

planet earth 2 snapchat show

It was recently reported that Snapchat is looking for a head of brand integration to develop more branded Snapchat Shows. As we can see, Snapchat is going all in on original content.

Discover itself has daily editions of interesting content. But “Shows” is what can truly set Snapchat apart.

As of now, there are over 30 Shows on Snapchat or in development for Snapchat. Here are some:

  • The Bachelor: Watch Party – A weekly show on Tuesdays that recaps The Bachelor episode from the previous night – by ABC
  • The Rundown from E!  (NBC just announced this gets 8 Million viewers/episode)
  • Good Luck America – A Snapchat original show (episode one of the new season had over 6 million viewers)
  • Game Day – A weekly show on Saturdays during college football season – by ESPN
  • The Voice – Additional, exclusive content from the network hit – by NBC
  • The Tonight Show Starring Jimmy Fallon – Additional, exclusive content from the late night show – by NBC
  • Saturday Night Live – Additional, exclusive content from the comedy sketch show – by NBC
  • Hungry Hearts with Action Bronson – A reality show about dating – by VICE
  • Second Chance – An unscripted reality TV drama series – by A+E
  • Phone Swap – New original dating show from Vertical
  • Winter Olympics 2018 – Snapchat and NBC announced a partnership for the event
  • “Ask Kylie”, a new show hosted by Kylie Jenner
  • NBC’s “Stay Tuned” has 29 million viewers in first month
  • CNN is launching a news show as well
  • Phone Swap gets 10 million viewers per episode
  • Snap just announced a partnership with NBCUniversal and Donut for a new scripted series
  • SportsCenter (arguably the highest profile Snapchat Show to date) launched a twice-daily show on November 13, 2017

Snap recently announced a deal with Discovery Communications to develop shows for the platform under the Shark Week and Mythbusters properties.

Additionally, MGM Television inked a deal with Snapchat. MGM Television is the first major entertainment studio to sign on as a partner. MGM is involved with popular shows such as Fargo, Survivor, Vikings, and Shark Tank.

Recently, the biggest show of them all premiered: BBC’s Planet Earth II. Planet Earth will also be sponsored by Goldman Sachs, who will be running Snap Ads throughout the episodes.

Raj Mody, vice president of social media at National Geographic (one of Snapchat Discover’s partners), recently told Kerry Flynn at Mashable: “It started out as an experiment, but it’s become really, really real. When you look at our brand we’re a leader in social media and in visual storytelling. The fact that they’re evolving the platform, that’s something that has been enormously helpful.”

Discover has grown to over 40 partners now. And these partners produce more than just the Shows mentioned above. They produce digital magazines, “Editions”, “Our Stories”, and more. In aggregate, this original content on Snapchat is getting hundreds of millions of views per month. Some Discover partners are generating tens of millions in revenue. Vertical Networks’ Discover channel, Brother, now reaches over 1 billion views per month. And that’s not even the largest one.

snapchat shows discover

One of Snapchat’s Originals: Good Luck America

If Snap can continue to build out original content through partnerships, the platform can continue to evolve and be a go-to destination for premium mobile video. Snap has some inherent advantages that will allow them to pursue this venture: being headquartered near Hollywood and the “cool” factor. Snap seems to zig when other social platforms of the past have zagged. It will be interesting to see how this unfolds over time. As we have written before, Snapchat is the future of television. And here at Wallaroo, we believe in Snapchat.

Digital Marketing Weekly Update – Snapchat, Google Algorithm, Instagram, & More

This week has been full of news in the digital marketing world. Here are the highlights:

  • Snapchat releases “Custom Stories”. You can Geofence a story to a custom location, send it to certain people, and more. Watch the video:

  • James Corden gets his own Snapchat Show, called “James Corden’s Next James Corden”, where he will chronicle finding his predecessor.
  • Mozcast is showing a high of 119 degrees today, indicating that the Google algorithm is highly in flux. We will expand on this as we learn more information.

mozcast google algorithm










  • Facebook adds social chat features to its Live video features.

facebook live video social chat










  • Twitter enables chatbot promotion for the first time.
  • How does content marketing work? Read this.
  • Instagram launches story search for hashtags and locations.
  • More original Snapchat Shows are launching.
  • Great timely content from Lego on their Snapchat about fidget spinners.