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Scott Yang

Founder at OzBargain.com.au

Member Since February 2013

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Currently the owner of OzBargain.com.au, which is Australia's online community for shoppers to share and discuss bargains. A tech-founder.

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Scott Yang answered this question

Why are you a full time employee at another company despite owning a hugely popular web site like Ozbargain ?

I have actually been working on OzBargain full time for 4 years now so what are you talking about? :) I am an employee of a company that I'm also a director so I am paying myself salary + super rather than a director's fee.However I have also been running OzBargain in my spare time 4 years prior while being employed at a different company becauseOzBargain was started as a hobby site. Yes I am a builder and I built websites for fun.OzBargain hasn't proved itself to be generating enough revenue until much further down the track. I have some financial commitments so I couldn't just drop my full time employment to work on a hobby site.I have some attachment with my previous employment. It's complicated :) At one stage I was wondering whether I should just sell OzBargain so I can focus on my software architect role in an ASX200 financial software company, and there were tempting offers.There are many reasons a founder cannot put 100% on a startup, and these can be valid reasons.

Scott Yang answered this question

James Hanford
James Hanford, at Kmart Australia

Hardware and Software

Do you use git version control for the development of the site?

Yes git for both development and deployment. We also use Trac + git integration for bug tracking / project planning, and Sentry for off-site error logging.

Scott Yang answered this question

Jef Lippiatt
Jef Lippiatt, Owner at Startup Chucktown

Measuring Startup Success

What did you do to stay motivated while waiting?

Hi Jef,First of all, the traffic actually does not fluctuate that much these days. You know the traffic is going for a dip on a weekend (somehow it's a norm checking out bargains during business hours :) Long weekends are bad, but made up by other events such as Valentine's Day or Boxing Day shopping.However early on (maybe the first 2 years of OzBargain) the traffic can be slow and frustrating at times. You analyse the fluctuation carefully so you can understand the pattern and whether these are the effect of internal or external changes. However at the same time you also don't want to be affected by it too much. "Looking at the big picture" they say. Don't worry about day to day changes but your month to month growth.As of motivation - I don't wait around for it to catch on. I just want to build something that rocks :) Somehow that product of mine became something that many Australians ended up using and enjoying.

Scott Yang answered this question

Ling Lee
Ling Lee, at Digital Marketing and Personal Branding

Startup

How much original content did you have to produce in order to gain the traffic and engagement that Ozbargain has now?

The misconception here is that the blog was there to pivot what's now the OzBargain.Not really the case.The OzBargain blog was originally started back in 2005 as somehow writing was a leisure at that point in time (had 3-4 blogs back then in various topics). Bargains were just some of the things I liked to write about & share with friends. It only evolved into OzBargain when I'm getting too many emails from other consumers and merchants requesting to have their deals featured on the blog. I "had enough" so built a site so they can post the deals themselves.However prior to OzBargain launched in Nov 2006, I've probably written maybe 100+ blog posts. Again -- no advertising, no marketing but just search engines picking up those content.

Scott Yang answered this question

James Hanford
James Hanford, at Kmart Australia

Business Management

What is your number one piece of advice for someone trying to build a start up in Oz?

You are studying Comp Sci so it's just a matter of getting out there to build something. Yes that's probably my number one advice especially for those who can build -- just do it & iterate. Do it for the love of the product and your users :)Seriously OzBargain wasn't started as a "startup" that you usually associated with fast growth, multiple round of fundings and then multi-million dollar exit when it's barely ramen-profitable. I love bargains and this site was started during my spare time to help other like-minded consumers, and I'm making it a full time work now as a "life style business" rather than aiming for big exit (which I believe would not benefit the users). Slow and steady is the name of the game. I was fortunately already financially secured from previous ventures so I can afford to do this the slow way. Your mileage might vary.Good luck.

Scott Yang answered this question

Ling Lee
Ling Lee, at Digital Marketing and Personal Branding

Startup

Do you know how are ChoiceCheapies going in the NZ market?

It's okay. Starting slowly -- pretty much like the early days of OzBargain which reminds me that we shall do it slow & steady, as we are aiming for a long haul. NZ is similar to Australia however the online space there is a few years behind. We got someone there at the moment and hopefully it can be turned into something that's useful for kiwi shoppers.

Scott Yang answered this question

How do I market bluetooth tracking devices for my small online business?

Hi Rajeev,I am certainly no expert in marketing. However to sell something, you either have to (1) convince them that they need it, as it's a desirable item, or (2) it's so cheap and you might as well get it whether you need it or not.Unfortunately it's easier to do (2) on OzBargain than (1) because almost everyone looks at the price tag first. There might be some Special Interest Groups that you can go to, to share why your item is useful/desirable. On OzBargain it appears that the only way to sell is that it's cheaper than everyone else.

Scott Yang answered this question

Ling Lee
Ling Lee, at Digital Marketing and Personal Branding

Startup

How much computer programming experience did you have before starting OzBargain?

Hi Ling,I started programming on a VIC-20 with BASIC so yeah quite a few years :)After graduating from an engineering degree in computing, I worked mainly as developer / software architect in both startups and established companies. Developing for OzBargain is "scaling down" for me but I enjoyed it nevertheless, i.e. no product-managers demanding crazy designs and project-managers requesting crazy deadlines.

Scott Yang answered this question

Steve Hui
Steve Hui, Founder & Chief Executive at iFLYflat - We make your points FLY

Selling Online

Do you get direct contact from the stores thanking you or giving you more deals?

Yes we do get contacted by ozbargained merchants all the time. Most are either agitated or angry because (1) our users crashed their servers, (2) our users bought up or claimed the freebies that were reserved for someone else. They sometimes use terms such as "law suit" or "legal threat" but never carry out.For the successful ones, they'll just create an account and try to figure out how OzBargain works themselves. They might post a deal or two later on, but strangely store-rep-posted deals rarely work on OzBargain (with some exceptions).Yes I'll gladly take a few thank you notes if OzBargain is bringing sales to these companies. However at the same time I'll remind them that OzBargain was created primarily for the shoppers, not a platform for the merchants.

Scott Yang answered this question

Is Ozbargain Profitable Enough For You To Make A Living?

Yes. OzBargain (or rather, the company that runs OzBargain, Delvu Media Pty Ltd) is currently employing 4 full time staffs in Australia paying them proper wage.Edit: Someone on OzBargain asked what's the biggest income for OzBargain and whether there's any income source other than ads. The answer is -- yes it's all ads. Mostly from Google AdSense -- they fluctuate seasonally but generally stable. We also show affiliate links to non-logged in users (which they have option to opt-out). Affiliate commission however,Fluctuates too much for a community website with a stable trafficWorking with affiliate networks distracts us from our main goal which is building a community for the shoppers. It takes more time and requires us to form partnership with merchants, which can be undesirable sometimes.And that's all!

Scott Yang answered this question

How long did it take OzBargain to reach critical mass?

That depends on the definition on "critical mass" :)I'll say the growth of OzBargain has been pretty linear for the first few years. I guess there are some milestones.First million page view month: Sept 2008 (2 years after launch)First million sessions month: July 2009 (2 3/4 years after launch)By looking at the traffic graph (from Google Analytics), I see a pretty flat line with some dips (Jan/Feb slow season). One significant event was at the beginning of 2011 when I go full time working on OzBargain. No, the traffic didn't shoot up (angle of the slope stays the same) but that just means I was more serious about growing it.Looking back I realise that we are more "reactive" (adding resources when we have to) than proactive, but that's just me more used to slow and steady approach.

Scott Yang answered this question

Who is Broden?


Google and thou shalt find.I don't actually know broden personally. His account was banned but I suspect that he's still lurking around buying large quantity of cheap items from deals posted on OzBargain & resell them.

Scott Yang answered this question

Ananda Raj Pandey
Ananda Raj Pandey, Developer at SavvySME

Information Technology

What are the MUST HAVEs for online marketing?

Hi Ananda. This would be the first question I am trying to answer today.While it's true that OzBargain has a significant online traffic in Australia -- a country of merely 23 million people mind you, so "huge" is probably not true in the global scope -- it took a long time to gain the popularity and the size OzBargain is today.If you ask me whether there's any tips or short cuts to drive traffic, sorry I have none. Everything I got can be found in the Online Business rulebook 101 --Engage with your users. Listen to them. Sure they are not always right but often they become the driver of the business. If you have been with OzBargain over the years you'll find how we iterate and take suggestions implementing new features. Feedbacks from our users are crucial.Iterate, and iterate fast. We are aiming to bring out new changes every week -- new function, UI tweaks, rule changes, etc. Again feedback from users as well as testing/analysing here is important.Know your goal and don't get side-tracked. At OzBargain our goal is to build a large community for the consumers. All our features and development centred around how we can facilitate our users in their quests to share, discuss and discover the latest bargains. "Money" is one major side track I found, as every week I'll get emails from media agencies, ad network and some dodgy operators trying to lure you with financial incentives to integrate with their solutions (which often aren't what our users want). Stay focused.Being persistent. I am not a growth hacker, but what I learnt is not to lose heart when you still don't get much traffic one year after launching. Actually OzBargain's first two years were pretty boring. However continue to engage with users, listen to feedbacks, iterate fast with development and stick your goal -- you'll get there eventually.In terms of traffic source OzBargain has always been ~50% organic. Mostly Google yes SEO is important although never over-do it.~10% referral. Whirlpool and Facebook being our biggest referrers. Key is generating enough interesting content and providing useful service, other people will mention you on forums and social networks.~40% direct. When you have a group of die hard users who would bookmark you and visit your site daily :)

Scott Yang answered this question

Cassidy Poon
Cassidy Poon, Head of Digital & Social Media at LogicalTech Group

Information Technology

What is a good alternative to Dropbox?

For me it's pretty much Google Drive due to amount of integration my business have with Google's suite of applications. We are all telecommuters in different States, and when we have our meetings it's usually just video linkup via Google Hangout + multiple people editing the agenda / minutes in Google Docs at the same time.

Also consider Box.com which has a nice web-based interface.

Scott Yang answered this question

Wendy Huang
Wendy Huang, Full Time Blogger and YouTuber at A Custom Blog in 4 Minutes

Training and Development

Are you an introvert or extrovert?

Introvert -- much prefer to stand at the corner of a party and observe :)

Too bad (or maybe fortunately?) I am now running a community website which forces me to actually talk to people.

Scott Yang answered this question

How do I sell my new Android app using affiliates?

Short answer: No affiliate program for Google Play store.

I think the problem is Google Play Store does not have an affiliate program (unlike Apple's iTunes AppStore). It's not even on Google's own Affiliate Network. Surely you can contact various affiliate networks to seek help selling your apps, however without integration in the store it would be next to impossible doing the transaction tracking.

"Maybe" it would be available on Google Affiliate Network some day (soon I hope). I think it's quite visible how much the iTunes AppStore affiliates have done for the app ecosystem over there -- lots of websites out there dedicated to app reviews, app tracking, etc.

Scott Yang answered this question

Is listing on Yahoo Directory worth it?

I'll say back in the old days Yahoo Directory and DMOZ are definitely two sources of the strong signal for Google to determine your site's ranking. However I doubt it's continue to be true these days. Google itself has also shutdown its own directory product in 2011 (that built on top of DMOZ), which shows being listed on a directory might no longer bring you favour. I also had one personal site listed on DMOZ and as far as I can see, pretty much zero SEO benefit.

Not to mention Yahoo is now headed by an ex-Googler competing on content & ad-serving business. I doubt Google is still using Yahoo's directory data.

Scott Yang answered this question

Sam ( Sameer) Shetty
Sam ( Sameer) Shetty, General Manager at NetRegistry

Search Engine Optimisation (SEO)

Is Search Engagement Optimisation (SEO) the new SEO?

Whatever acronym you decided to use -- SEO, SEM or whatever -- at the end of the day it's one single package to bring a visitor with intention to buy all the way to the end of checkout or signup process. Driving visitors to your website helps, but it's only a start. The goal has always been taking the visitor through the tunnel to become a customer, and will always be.

I guess for the "SEO-experts" out there that sell you only the traffic might not be doing a good enough job.

I can't claim to be an expert in engagement-optimisation. In fact I wasn't really paying attention to it until last year where someone from Google offered some help in tuning my site's User Experience (as we use their AdSense product quite extensively). It involves people going over your site, understanding your goal, working out workflows, and doing lots of testing. A/B testing for example to check whether new method is guiding more people through the tunnel. Quite a lot of tedious process.

Scott Yang answered this question

How effective are Facebook ads for each dollar invested?

The best thing about Facebook ads is how much you can fine tune the targeting. Like what has already been suggested before, try to create multiple ads, target specific demographic and measure the effectiveness of your ads. Like all self-serve ads platform -- test, Test and more TEST!

Make sure your image and short blurb is catchy. Most people will be too busy scanning the timeline for their friends' status updates so you'll need something to divert their attention. Also utilise your own Facebook page and "Sponsored Stories" and your existing followers to build a bigger audience (if that's what you want, other than generating a sale).

We ran through some Facebook campaigns over the last 3-4 months and getting pretty good results. Our aim is building up genuine Likes, and found Facebook ads quite cost effective.

No results found.

Scott Yang answered this question

Why are you a full time employee at another company despite owning a hugely popular web site like Ozbargain ?

I have actually been working on OzBargain full time for 4 years now so what are you talking about? :) I am an employee of a company that I'm also a director so I am paying myself salary + super rather than a director's fee.However I have also been running OzBargain in my spare time 4 years prior while being employed at a different company becauseOzBargain was started as a hobby site. Yes I am a builder and I built websites for fun.OzBargain hasn't proved itself to be generating enough revenue until much further down the track. I have some financial commitments so I couldn't just drop my full time employment to work on a hobby site.I have some attachment with my previous employment. It's complicated :) At one stage I was wondering whether I should just sell OzBargain so I can focus on my software architect role in an ASX200 financial software company, and there were tempting offers.There are many reasons a founder cannot put 100% on a startup, and these can be valid reasons.

Scott Yang answered this question

James Hanford
James Hanford, at Kmart Australia

Hardware and Software

Do you use git version control for the development of the site?

Yes git for both development and deployment. We also use Trac + git integration for bug tracking / project planning, and Sentry for off-site error logging.

Scott Yang answered this question

Jef Lippiatt
Jef Lippiatt, Owner at Startup Chucktown

Measuring Startup Success

What did you do to stay motivated while waiting?

Hi Jef,First of all, the traffic actually does not fluctuate that much these days. You know the traffic is going for a dip on a weekend (somehow it's a norm checking out bargains during business hours :) Long weekends are bad, but made up by other events such as Valentine's Day or Boxing Day shopping.However early on (maybe the first 2 years of OzBargain) the traffic can be slow and frustrating at times. You analyse the fluctuation carefully so you can understand the pattern and whether these are the effect of internal or external changes. However at the same time you also don't want to be affected by it too much. "Looking at the big picture" they say. Don't worry about day to day changes but your month to month growth.As of motivation - I don't wait around for it to catch on. I just want to build something that rocks :) Somehow that product of mine became something that many Australians ended up using and enjoying.

Scott Yang answered this question

Ling Lee
Ling Lee, at Digital Marketing and Personal Branding

Startup

How much original content did you have to produce in order to gain the traffic and engagement that Ozbargain has now?

The misconception here is that the blog was there to pivot what's now the OzBargain.Not really the case.The OzBargain blog was originally started back in 2005 as somehow writing was a leisure at that point in time (had 3-4 blogs back then in various topics). Bargains were just some of the things I liked to write about & share with friends. It only evolved into OzBargain when I'm getting too many emails from other consumers and merchants requesting to have their deals featured on the blog. I "had enough" so built a site so they can post the deals themselves.However prior to OzBargain launched in Nov 2006, I've probably written maybe 100+ blog posts. Again -- no advertising, no marketing but just search engines picking up those content.

Scott Yang answered this question

James Hanford
James Hanford, at Kmart Australia

Business Management

What is your number one piece of advice for someone trying to build a start up in Oz?

You are studying Comp Sci so it's just a matter of getting out there to build something. Yes that's probably my number one advice especially for those who can build -- just do it & iterate. Do it for the love of the product and your users :)Seriously OzBargain wasn't started as a "startup" that you usually associated with fast growth, multiple round of fundings and then multi-million dollar exit when it's barely ramen-profitable. I love bargains and this site was started during my spare time to help other like-minded consumers, and I'm making it a full time work now as a "life style business" rather than aiming for big exit (which I believe would not benefit the users). Slow and steady is the name of the game. I was fortunately already financially secured from previous ventures so I can afford to do this the slow way. Your mileage might vary.Good luck.

Scott Yang answered this question

Ling Lee
Ling Lee, at Digital Marketing and Personal Branding

Startup

Do you know how are ChoiceCheapies going in the NZ market?

It's okay. Starting slowly -- pretty much like the early days of OzBargain which reminds me that we shall do it slow & steady, as we are aiming for a long haul. NZ is similar to Australia however the online space there is a few years behind. We got someone there at the moment and hopefully it can be turned into something that's useful for kiwi shoppers.

Scott Yang answered this question

How do I market bluetooth tracking devices for my small online business?

Hi Rajeev,I am certainly no expert in marketing. However to sell something, you either have to (1) convince them that they need it, as it's a desirable item, or (2) it's so cheap and you might as well get it whether you need it or not.Unfortunately it's easier to do (2) on OzBargain than (1) because almost everyone looks at the price tag first. There might be some Special Interest Groups that you can go to, to share why your item is useful/desirable. On OzBargain it appears that the only way to sell is that it's cheaper than everyone else.

Scott Yang answered this question

Ling Lee
Ling Lee, at Digital Marketing and Personal Branding

Startup

How much computer programming experience did you have before starting OzBargain?

Hi Ling,I started programming on a VIC-20 with BASIC so yeah quite a few years :)After graduating from an engineering degree in computing, I worked mainly as developer / software architect in both startups and established companies. Developing for OzBargain is "scaling down" for me but I enjoyed it nevertheless, i.e. no product-managers demanding crazy designs and project-managers requesting crazy deadlines.

Scott Yang answered this question

Steve Hui
Steve Hui, Founder & Chief Executive at iFLYflat - We make your points FLY

Selling Online

Do you get direct contact from the stores thanking you or giving you more deals?

Yes we do get contacted by ozbargained merchants all the time. Most are either agitated or angry because (1) our users crashed their servers, (2) our users bought up or claimed the freebies that were reserved for someone else. They sometimes use terms such as "law suit" or "legal threat" but never carry out.For the successful ones, they'll just create an account and try to figure out how OzBargain works themselves. They might post a deal or two later on, but strangely store-rep-posted deals rarely work on OzBargain (with some exceptions).Yes I'll gladly take a few thank you notes if OzBargain is bringing sales to these companies. However at the same time I'll remind them that OzBargain was created primarily for the shoppers, not a platform for the merchants.

Scott Yang answered this question

Is Ozbargain Profitable Enough For You To Make A Living?

Yes. OzBargain (or rather, the company that runs OzBargain, Delvu Media Pty Ltd) is currently employing 4 full time staffs in Australia paying them proper wage.Edit: Someone on OzBargain asked what's the biggest income for OzBargain and whether there's any income source other than ads. The answer is -- yes it's all ads. Mostly from Google AdSense -- they fluctuate seasonally but generally stable. We also show affiliate links to non-logged in users (which they have option to opt-out). Affiliate commission however,Fluctuates too much for a community website with a stable trafficWorking with affiliate networks distracts us from our main goal which is building a community for the shoppers. It takes more time and requires us to form partnership with merchants, which can be undesirable sometimes.And that's all!

Scott Yang answered this question

How long did it take OzBargain to reach critical mass?

That depends on the definition on "critical mass" :)I'll say the growth of OzBargain has been pretty linear for the first few years. I guess there are some milestones.First million page view month: Sept 2008 (2 years after launch)First million sessions month: July 2009 (2 3/4 years after launch)By looking at the traffic graph (from Google Analytics), I see a pretty flat line with some dips (Jan/Feb slow season). One significant event was at the beginning of 2011 when I go full time working on OzBargain. No, the traffic didn't shoot up (angle of the slope stays the same) but that just means I was more serious about growing it.Looking back I realise that we are more "reactive" (adding resources when we have to) than proactive, but that's just me more used to slow and steady approach.

Scott Yang answered this question

Who is Broden?


Google and thou shalt find.I don't actually know broden personally. His account was banned but I suspect that he's still lurking around buying large quantity of cheap items from deals posted on OzBargain & resell them.

Scott Yang answered this question

Ananda Raj Pandey
Ananda Raj Pandey, Developer at SavvySME

Information Technology

What are the MUST HAVEs for online marketing?

Hi Ananda. This would be the first question I am trying to answer today.While it's true that OzBargain has a significant online traffic in Australia -- a country of merely 23 million people mind you, so "huge" is probably not true in the global scope -- it took a long time to gain the popularity and the size OzBargain is today.If you ask me whether there's any tips or short cuts to drive traffic, sorry I have none. Everything I got can be found in the Online Business rulebook 101 --Engage with your users. Listen to them. Sure they are not always right but often they become the driver of the business. If you have been with OzBargain over the years you'll find how we iterate and take suggestions implementing new features. Feedbacks from our users are crucial.Iterate, and iterate fast. We are aiming to bring out new changes every week -- new function, UI tweaks, rule changes, etc. Again feedback from users as well as testing/analysing here is important.Know your goal and don't get side-tracked. At OzBargain our goal is to build a large community for the consumers. All our features and development centred around how we can facilitate our users in their quests to share, discuss and discover the latest bargains. "Money" is one major side track I found, as every week I'll get emails from media agencies, ad network and some dodgy operators trying to lure you with financial incentives to integrate with their solutions (which often aren't what our users want). Stay focused.Being persistent. I am not a growth hacker, but what I learnt is not to lose heart when you still don't get much traffic one year after launching. Actually OzBargain's first two years were pretty boring. However continue to engage with users, listen to feedbacks, iterate fast with development and stick your goal -- you'll get there eventually.In terms of traffic source OzBargain has always been ~50% organic. Mostly Google yes SEO is important although never over-do it.~10% referral. Whirlpool and Facebook being our biggest referrers. Key is generating enough interesting content and providing useful service, other people will mention you on forums and social networks.~40% direct. When you have a group of die hard users who would bookmark you and visit your site daily :)

Scott Yang answered this question

Cassidy Poon
Cassidy Poon, Head of Digital & Social Media at LogicalTech Group

Information Technology

What is a good alternative to Dropbox?

For me it's pretty much Google Drive due to amount of integration my business have with Google's suite of applications. We are all telecommuters in different States, and when we have our meetings it's usually just video linkup via Google Hangout + multiple people editing the agenda / minutes in Google Docs at the same time.

Also consider Box.com which has a nice web-based interface.

Scott Yang answered this question

Wendy Huang
Wendy Huang, Full Time Blogger and YouTuber at A Custom Blog in 4 Minutes

Training and Development

Are you an introvert or extrovert?

Introvert -- much prefer to stand at the corner of a party and observe :)

Too bad (or maybe fortunately?) I am now running a community website which forces me to actually talk to people.

Scott Yang answered this question

How do I sell my new Android app using affiliates?

Short answer: No affiliate program for Google Play store.

I think the problem is Google Play Store does not have an affiliate program (unlike Apple's iTunes AppStore). It's not even on Google's own Affiliate Network. Surely you can contact various affiliate networks to seek help selling your apps, however without integration in the store it would be next to impossible doing the transaction tracking.

"Maybe" it would be available on Google Affiliate Network some day (soon I hope). I think it's quite visible how much the iTunes AppStore affiliates have done for the app ecosystem over there -- lots of websites out there dedicated to app reviews, app tracking, etc.

Scott Yang answered this question

Is listing on Yahoo Directory worth it?

I'll say back in the old days Yahoo Directory and DMOZ are definitely two sources of the strong signal for Google to determine your site's ranking. However I doubt it's continue to be true these days. Google itself has also shutdown its own directory product in 2011 (that built on top of DMOZ), which shows being listed on a directory might no longer bring you favour. I also had one personal site listed on DMOZ and as far as I can see, pretty much zero SEO benefit.

Not to mention Yahoo is now headed by an ex-Googler competing on content & ad-serving business. I doubt Google is still using Yahoo's directory data.

Scott Yang answered this question

Sam ( Sameer) Shetty
Sam ( Sameer) Shetty, General Manager at NetRegistry

Search Engine Optimisation (SEO)

Is Search Engagement Optimisation (SEO) the new SEO?

Whatever acronym you decided to use -- SEO, SEM or whatever -- at the end of the day it's one single package to bring a visitor with intention to buy all the way to the end of checkout or signup process. Driving visitors to your website helps, but it's only a start. The goal has always been taking the visitor through the tunnel to become a customer, and will always be.

I guess for the "SEO-experts" out there that sell you only the traffic might not be doing a good enough job.

I can't claim to be an expert in engagement-optimisation. In fact I wasn't really paying attention to it until last year where someone from Google offered some help in tuning my site's User Experience (as we use their AdSense product quite extensively). It involves people going over your site, understanding your goal, working out workflows, and doing lots of testing. A/B testing for example to check whether new method is guiding more people through the tunnel. Quite a lot of tedious process.

Scott Yang answered this question

How effective are Facebook ads for each dollar invested?

The best thing about Facebook ads is how much you can fine tune the targeting. Like what has already been suggested before, try to create multiple ads, target specific demographic and measure the effectiveness of your ads. Like all self-serve ads platform -- test, Test and more TEST!

Make sure your image and short blurb is catchy. Most people will be too busy scanning the timeline for their friends' status updates so you'll need something to divert their attention. Also utilise your own Facebook page and "Sponsored Stories" and your existing followers to build a bigger audience (if that's what you want, other than generating a sale).

We ran through some Facebook campaigns over the last 3-4 months and getting pretty good results. Our aim is building up genuine Likes, and found Facebook ads quite cost effective.