Buying SEO Visibility with Facebook Ads

Links Are Dead, Long Live Google+

Back in 2011 when Google+ debuted, the Adwords Blog said something very unusual that I think a lot of people missed:

“+1s will be one of the many signals we use to calculate organic search ranking” hmmmm….

Too bad no one uses Google+! But, what if I could get my exact target audience to my Google+ posts? How would/could interactions (+1’s, comments, circles) affect my SEO results.

So, using Facebook Ads, I targeted my highest converting psychographics with News Feed ads that directed users to my Google+ posts…but wait!!

Well, thank you very much Zuck! I would attempt the same thing on LinkedIn but, this particular campaign’s target market is not on LinkedIn.

This however was not the end of my story. Using some sneaky means, which I detail in this blog post, I was able to get my Google+ ads approved.

I knew I had to choose my most compelling content in order for the results to be clear. I decided to choose the content which had the most comments, and had the largest amount of traction on the Facebook page (engagement, and reach).

After 4 weeks of Facebook Ads targeting my most relevant psychographics with a rotation of 5 Google+ posts, the results were phenomenal.

Each of the  Google+ posts recieved an incredible amount of reactions. One of the more productive post received 33 +1’s, 7 shares, and 12 comments.

And received a lot of copycat postings, which really only benefited the brand.

The effects of the experiment began to appear about 5 weeks into the experiment, and hit additional bump towards the end of the 45 day test.

In addition, the SEO visibility increased while the paid visibility remained fairly static, which shows that the increased visibility is coming from unique long tail keywords we never targeted with PPC previously.

We all know this all comes back to the bottom line. So what is the ROI on an experiment like this?

The total spend on Facebook Ads was…(wait for it)…$100!

The effect on the bottom line, which we can intrinsically tie back to an interaction with our Google+ channel…

Not a bad ROI if you ask me, and it seems like something that can be totally scalable given a larger test budget.