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John Maver

John Maver is a proven leader, author, and speaker with a strong technical background and domestic and international experience in digital marketing strategy and implementation. John has worked with small and Fortune 100 companies to integrate their users & customers productively into their businesses through social technologies.

Recent Posts

How to Add Captions to Facebook Canvas Videos

January 24, 2017 | by John Maver

Since videos in the Facebook News Feed automatically start playing muted, captions can be critical to getting users to watch and engage with your content. In a recent update, Facebook has started auto-generating captions for videos posted to Facebook Pages and used in ads. ...

In Social Advertising

Generating Trackable URLs for Retargeting Campaigns

November 3, 2016 | by John Maver

How well you are able to track the success of your retargeting campaigns depends a lot on how you set them up. Because these campaigns can have so many ad variations, it makes a lot of sense to try to standardize on a system. In this post, I will walk through a system we ...

In Social Advertising, Retargeting

Creating Image Variations for Retargeting in Photoshop

October 10, 2016 | by John Maver

One of the requirements for creating images for a retargeting campaign is to build each ad in the most popular display formats. For display ads, there is 160x600, 728x90, 300x250, 320x50, 300x600, and 970x250. For Facebook, there is thankfully just 600x315. However, an ...

In Social Advertising, Retargeting

How to Set up the AdRoll SmartPixel for Retargeting

October 5, 2016 | by John Maver

AdRoll provides an easy-to-use interface to control multi-platform retargeting - they support display ads around the web, Facebook and Instagram (in beta). Just like setting up the Facebook Pixel for retargeting, you will need to add the AdRoll SmartPixel to your website to ...

In Social Advertising, Retargeting

Planning Retargeting Campaigns with Objectives, Audience, and Trigger Pages

September 22, 2016 | by John Maver

Before you start setting up a retargeting campaign, it is important to lay out the main objective, the audience you will be targeting, and the pages they will visit to trigger the retargeting ads. This post will walk through examples of each of these three planning pieces.

In Social Advertising, Retargeting

How Much Content Is Too Much in 2016?

September 6, 2016 | by John Maver

How much content is too much? In our previous post on the right amount of content to produce, we looked at data from Moz and HubSpot and the answer was as much as you can write consistently with quality. But that was all the way back in 2015, so what is the right answer ...

In Content Marketing

Unmet Expectations are Driving Your Followers Away

August 31, 2016 | by John Maver

Every "brand" is, by definition, just a collection of ideas and expectations in the eyes of the consumer. Companies try hard to craft how people think about their brands through the products and services they offer, the marketing they use, and the actions they take as a ...

In Social Strategy and Tactics

How to set up the Facebook Pixel for Retargeting

March 31, 2016 | by John Maver

Every retargeting campaign needs a trigger - a way to know which people to target based on an action they have taken. With most retargeting platforms, this is done by adding a tracking pixel to your website. Facebook is no exception - they have created the aptly-name ...

In Social Advertising, Retargeting

What the Heck Are Facebook Reactions?

February 25, 2016 | by John Maver

The release of Facebook Reactions is huge news because it is a huge change - extending the Like button with 5 new emotions. These reactions enable users to express their opinion quickly, both positively and negatively, but what does it mean for brands and how can you take ...

In Social Strategy and Tactics

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