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Understanding how social ads work: tracking and increasing ROI
What is the ROI of social media? How are social ads affecting the bottom line? These questions are common ones.
As social networks continue to optimize experiences for users and monetize, businesses continue to see the decline of organic reach, making them pay to play. While the number of businesses utilizing paid social in their marketing strategy has increased, proving the effectiveness of these ads beyond the click or engagement is often challenged.
The first step in building an effective paid social strategy is in understanding how social ads work. Social ads are fundamentally different from other types of online advertising primarily because of the type of traffic they generate. Let’s look at consumer behavior here: People who click on Google Ads, for example, are actively looking to take action, whether that’s to book, visit or buy, while people...
“Can We Come, Too?”
There is no doubt traveling with children can be stressful, especially infants and toddlers. There are times you feel like a Sherpa accompanying a caravan up Mt. Everest as you rush through the airport for that “quick” getaway up to Michigan from Texas to see grandma. It sounded like such a great idea when you hit the “complete purchase” button to buy the plane tickets… but now, here you are, rushing to the ticket counter carrying two huge car seats, a backpack, a diaper bag and an oversized suitcase you know will be over the 50lb limit, praying the flight is not delayed and your 5-year-old has to go to the bathroom…….
The other night at dinner I asked my wife and kids what their favorite family trip was. Believe it or not, my 9-year-old son said his was the trip to Texas I just mentioned. Not because he enjoyed watching his dad train for a second career as a...
Safari users who upgrade to 12.0 version will be happy to learn that the version also includes an update to their Intelligent Tracking Protection (ITP). ITP version 1.0 launched summer 2017 with Safari 11.0.
ITP makes it difficult for advertisers to track Safari users’ behavior from website to website. It’s a feature to make users feel more secure. Safari updated to 12.0 in September 2018, strengthening that privacy feature with ITP 2.0.
However, if you’re an advertiser, these changes don’t make you happy at all.
ITP 2.0 makes it even harder for advertisers to collect data about Safari browser users and their surfing habits and interactions with websites after clicking through ads.
You’ve just arrived at your destination, and it’s every bit as magical as you expected. The sights, the sounds, the smells – all of it is perfect, and yet somehow you can’t escape the lingering thought that it’s temporary. In a few days you’ll return to work, and all of this will be a distant memory. Unless…
You’ve captured the moment. Now, when you’re sitting at your desk, you can look back at this photo and relive the experience again as if you were there.
Travel photos are meaningful because they allow us to relive important experiences. They let us escape the present by transporting our minds to our favorite destinations. They also allow others to share our experiences through social media.
So how can we make those photos the best they can be?
Earlier this summer, members from the Miles team attended the 2018 Destinations International Annual Convention in Anaheim, California. The 104th Annual Convention brought together over 1,600 industry members for a jam-packed event full of insightful sessions and opportunities to learn about the latest topics and trends in the industry. Our team had a great time and we’re already looking ahead to the 2019 Annual Convention in St. Louis next summer!
Read this blog for a recap of Miles’ participation at the convention along with some additional resources you might find helpful including access to session recordings and presentation decks.