Elsa Mallol: In which cases do you as experts recommend that we refuse to manage a website? How can we distinguish between what could be a professional challenge and what will definitely only cause us problems?
David : We believe that a website that is based on a system of fraud or deception of users can be more than enough reason to refuse to manage it. Now, if we are freelancers , it is very easy for us, just telling the client that we are not interested in the project would be enough. Another case would be if we belong to their workforce and we are contracted, of course this is a company that is asking us to do things that are not in the law, well then it will depend on us whether to go ahead or not. We can try to start any challenge and get it done. Sometimes we can find that those who are behind that project do not accept our ideas, our contributions. Then maybe that project turns out to be somewhat frustrating for us.
Adwords for NGOs27. Google Adwords search
Jose Luis Culebras: A question about Google Adwords search. We know that there are different types of match types in Adwords. Is it useful to include the same keywords in a campaign with different match mobile directory and bids? For example, +food, +Thai, “Thai food” and [Thai food]?
Elena : Well, what you are suggesting is, in fact, combining three keywords with three types of match types in the same ad group: broad match, phrase match and exact match. In this case, if you ask us if it is advisable, I would say no. You could experiment, why not? Because in the area of ads you could create two groups, try this strategy in one to see if you see something different from one that doesn't have it. But what I would recommend is that you decide if you want to use one match type or another for a keyword.
You could start with broad match, because that will greatly increase the visibility of the ad and will allow people who type that word or a variant to see the ad. But the special and somewhat interesting thing would be to have words in phrase match and exact match in the ad group, because that is what you reach a much more specific target audience. You already know that they are searching for that, they are not going to waste time typing other things, doing other searches. I would recommend, instead of having the three, to have two: phrase and exact. And not always with the same words, but rather to vary them, to have different variations of the same important keyword.
Facebook Ads and Google Adwords28. Profitability of Facebook Ads and Adwords
José Luis Culebras: Nowadays, it is normal for the same advertising campaign to be on different social networks at the same time. I am specifically on Facebook and Adwords at the same time, in both cases with CPC. What data should I compare to see which of these advertising channels is more profitable for me?
Elena : Yes, it is essential that he compares the spending of each one, what he is investing in each of the platforms and the conversions that he has been generating. That would be a general summary of the important data that he should obtain.
Periscope Utility29. Periscope's utility for brands
Lilibeth García: My question is about Periscope. How can we take advantage of it for a personal brand and for a company? What is its use and how often would it be appropriate to use it?
David : Well, the strategy would be the same as in any other social network and try to provide valuable content to our community. If we don't create content that satisfies them or that they are looking for, logically our strategy on Periscope won't work. The frequency of publication depends a little on the content we have, not because we want to publish every week, if we don't have content that might interest them, we have to do it. Big brands, for example, are publishing once a week, but if our content doesn't reach that frequency it wouldn't matter, we can do it every two weeks, every three weeks, as long as that content is the best we can have at that time.