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The difference between on-site blog content and off-site content

August 14, 2018 No Comments

Google recently updated its search quality rating guidelines, which has had a profound impact on the way that content is created. Publishing a revised 164-page document, the leading search engine is now paying greater attention on what users are searching for and what information they end up reading.

The tech giant has not been afraid to say that it has a focus on enhancing the user experience across the platform, and the changes that have been introduced for content creators reinforce this statement for marketers around the world.

While well-crafted onsite content can help strengthen your brand’s message and highlight your industry expertise, you’ll also need to produce creative offsite content that will help your business secure the best online coverage across a range of publications to increase rankings while amplifying your brand.

On-site content

There are multiple elements that cover on-site content, and when done correctly, effective on-site content can help increase your website’s search rankings. If you’re looking to become the go-to brand/service for your prospective customers, it’s crucial that you appear at the top of the results page.

Ultimately, blog content on your business website is there to support the user’s journey while providing them with the most insightful information that they need during their visit. This could also support them when making a purchase, as they see you as a more trustworthy figure. There are a few techniques you can use to make sure that your on-site blog content performs exceptionally well.

The first step to creating blog content is to understand who is reading it — usually this will be your main demographic who already have an interest in your products or services. Although you’ve positioned yourself as an authoritative figure, you need to speak to your website visitors as if they’re on your level for both acquisition and retention purposes.

You also want to avoid any industry jargon, as this can be an instant turn off for a reader. It’s important to be transparent with your audience and tell them the information that they need in a concise way that still delivers the same level of information.

You also need to use your blog content as a way to tell your audience that you’re better than your competitors. This can be achieved through showing off your USPs — whether these include next-day delivery or a lengthy warranty on products. If you’re creating an article on your site that drives information to the reader, they won’t mind you being slightly advertorial, as this can also be beneficial to them.

Internal links are a must in your blog post, but only if they are relevant. If you’re discussing a certain product or service that you offer, you should be linking to the relevant page to help improve the overall page authority.

It’s essential that you end your blog post with a call to action, because if a reader has made it all the way through your article, they’re already invested in your business and are more likely to perform an action.

Off-site content

Creating off-site content is completely different from making blog posts for your business website. This time, you’re not trying to appeal to your customers but to journalists and major publications that will drive authority to your website while having the ability to increase brand visibility.

It requires a full team of innovative and creative people to come up with outreach ideas that can support an SEO campaign. You should have an aim to create pieces of content that can be outreached to different publications that cover various niches. For example, an article that discusses how technology has improved health and safety in the workplace would appeal to technology, business and HR websites, all of which can improve your link building strategy for your online marketing campaigns.

This also means that you must carry out extensive research into what is relevant in the news. From an outreach perspective, this can allow you to see what type of content journalists are looking for and what is currently working well in terms of online coverage.

As well as this, you should also be looking at creating content around national or international events or celebrations — as editors are more likely to pick up this type of content because it will appeal to a wide audience and generate an overall buzz. Recently, we saw this with the World Cup and will soon see the same with the upcoming Christmas period.

Publications and journalists will not take content pieces that are too advertorial, as they want to provide readers with content that is informative and unbiased — but that is not to say they won’t credit you with either a brand mention or a link to one of your target pages.

Although content creation for both on-site and off-site may look similar, they can be very different in tone, format and objective.

 

 

Search Engine Watch


Measure Matters: A New Video Series to Keep You Up to Date on Your Data

August 11, 2018 No Comments

Whether you’re a data analyst, marketer, or e-commerce specialist, keeping on top of your data and making informed choices can make significant impact on your business. With that in mind, the Google Analytics team has introduced a new video series on YouTube: Measure Matters. Hosted by Analytics Advocates Krista Seiden and Louis Gray, the series covers best practices on leveraging our suite of products, rounds up highlights from the larger measurement community, and reviews recent product updates – so you never miss a thing, even with your busy schedule.

Subscribe to our YouTube channel or find our Measure Matters playlist: https://tinyurl.com/measurematters.

Measure Matters kicked off in May with a deep dive into Machine Learning, where we talked about automatic insights within Google Analytics, and whether the machines were coming for our jobs. (Spoiler alert: they’re not)

Our second episode covered finding your North Star, being sure to try new approaches and take risks, but to make choices based on data, rather than hacking your way through without a clear plan.

The third episode focused on how app developers can literally change the game through mobile app analytics, leveraging Google Analytics for Firebase.

Measure Matters Episode 3: Google Analytics for Firebase


What’s Coming Next

Measure Matters is scheduled to stream live every two weeks, with most events taking place at 10 a.m. Pacific time on Wednesday. Our next event will take place on Wednesday, June 27th, with the topic of Hearts, Charts and Shopping Carts — how you can evolve your marketing measurement with data. See our playlist for upcoming and past episodes.

How You Can Participate

Measure Matters is not a one-way broadcast. Krista and Louis regularly stream live on YouTube and answer questions taken via YouTube or on Twitter, using the hashtag #measurematters. So send us your questions, ideas, or content you think belongs on our show, and it just may make our next episode.

Happy analyzing!
Posted by Krista Seiden and Louis Gray, Analytics Advocates


Google Analytics Blog


Introducing simpler brands and solutions for advertisers and publishers

August 7, 2018 No Comments

We launched AdWords nearly 18 years ago with a simple goal—to make it easier for people to connect online with businesses. A search for eco-friendly stationery, quilting supplies, or for a service like a treehouse builder gave us an opportunity to deliver valuable ads that were useful and relevant in the moment. That idea was the start of our first advertising product, and led to the ads business we have today.

A lot has changed since then. Mobile is now a huge part of our everyday lives. People quickly switch from searching for products, to watching videos, browsing content, playing games and more. As a result, marketers have more opportunities to reach consumers across channels, screens and formats. The opportunity has never been more exciting, but it’s also never been more complex. Over the years, Google ads have evolved from helping marketers connect with people on Google Search, to helping them connect at every step of the consumer journey through text, video, display and more.

That’s why today we are introducing simpler brands and solutions for our advertising products: Google Ads, Google Marketing Platform, and Google Ad Manager. These new brands will help advertisers and publishers of all sizes choose the right solutions for their businesses, making it even easier for them to deliver valuable, trustworthy ads and the right experiences for consumers across devices and channels. As part of this change, we are releasing new solutions that help advertisers get started with Google Ads and drive greater collaboration across teams.

Google AdWords is becoming Google Ads

The new Google Ads brand represents the full range of advertising capabilities we offer today—on Google.com and across our other properties, partner sites and apps—to help marketers connect with the billions of people finding answers on Search, watching videos on YouTube, exploring new places on Google Maps, discovering apps on Google Play, browsing content across the web, and more.

For small businesses specifically, we’re introducing a new campaign type in Google Ads that makes it easier than ever to get started with online advertising. It brings the machine learning technology of Google Ads to small businesses and helps them get results without any heavy lifting—so they can stay focused on running their businesses. To learn more, visit this post.

We’ll introduce more new campaign types at Google Marketing Live. Sign up to watch the livestream on July 10th.

Stronger collaboration with Google Marketing Platform

We’re enabling stronger collaboration for enterprise marketing teams by unifying our DoubleClick advertiser products and the Google Analytics 360 Suite under a single brand: Google Marketing Platform.

We’ve heard from marketers that there are real benefits to using ads and analytics technology together, including a better understanding of customers and better business results. Google Marketing Platform helps marketers achieve their goals by building on existing integrations between the Google Analytics 360 Suite and DoubleClick Digital Marketing. The platform helps marketers plan, buy, measure and optimize digital media and customer experiences in one place. To learn more, visit the Google Marketing Platform blog.

As part of Google Marketing Platform, we’re announcing Display & Video 360. Display & Video 360 brings together features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center to allow creative, agency, and media teams to collaborate and execute ad campaigns end-to-end in a single place. We’ll share more details about Display & Video 360 in the coming weeks, including a demo during the keynote at Google Marketing Live.

Google Ad Manager: A unified platform

We recognize that the way publishers monetize their content has changed. With people accessing content on multiple screens, and with advertisers’ growing demand for programmatic access, publishers need to be able to manage their businesses more simply and efficiently. That’s why for the last three years, we’ve been working to bring together DoubleClick for Publishers and DoubleClick Ad Exchange in a complete and unified programmatic platform under a new name–Google Ad Manager.

With this evolution, we’re excited to do even more for our partners—earning them more money, more efficiently, wherever people are watching videos, playing games or engaging with content, and however advertisers are looking to work with them. To learn more, visit the Google Ad Manager blog.

Transparency and controls people can trust

We know that the media and technology advertisers and publishers choose to use impacts the relationships they have with their customers. As always, our commitment is to ensure that all of our products and platforms set the industry’s highest standard in giving people transparency and choice in the ads they see. For example, we recently announced new Ads Settings and expanded Why this ad? across all of our services, and almost all websites and apps that partner with us to show ads.

You’ll start to see the new Google Ads, Google Marketing Platform and Google Ad Manager brands over the next month.

We’ll be sharing more about these changes—and many other new Ads, Analytics and Platforms solutions designed to help you grow your business—at Google Marketing Live. Register now to watch live on July 10, 9:00 a.m. PT / 12:00 p.m. ET.


Google Analytics Blog


Watch the Google Marketing Live keynote

August 4, 2018 No Comments
Get ready for the ads, analytics, and platforms innovations live stream. Watch today at 9:00 a.m. PT / 12:00 p.m. ET to learn more about Google’s latest announcements.

Join the conversation at #GoogleMarketingLive.


Google Analytics Blog


Putting machine learning into the hands of every advertiser

July 31, 2018 No Comments


This post originally appeared on the Inside AdWords blog

The ways people get things done are constantly changing, from finding the closest coffee shop to organizing family photos. Earlier this year, we explored how machine learning is being used to improve our consumer products and help people get stuff done.

In just one hour, we’ll share how we’re helping marketers unlock more opportunities for their businesses with our largest deployment of machine learning in ads. We’ll explore how this technology works in our products and why it’s key to delivering the helpful and frictionless experiences consumers expect from brands.

Join us live today at 9am PT (12pm ET).

Deliver more relevance with responsive search ads

Consumers today are more curious, more demanding, and they expect to get things done faster because of mobile. As a result, they expect your ads to be helpful and personalized. Doing this isn’t easy, especially at scale. That’s why we’re introducing responsive search ads. Responsive search ads combine your creativity with the power of Google’s machine learning to help you deliver relevant, valuable ads.

Simply provide up to 15 headlines and 4 description lines, and Google will do the rest. By testing different combinations, Google learns which ad creative performs best for any search query. So people searching for the same thing might see different ads based on context.

We know this kind of optimization works: on average, advertisers who use Google’s machine learning to test multiple creative see up to 15 percent more clicks.1 Responsive search ads will start rolling out to advertisers over the next several months.

Maximize relevance and performance on YouTube

People watch over 1 billion hours of video on YouTube every day. And increasingly, they’re tuning in for inspiration and information on purchases large and small. For example, nearly 1 in 2 car buyers say they turn to YouTube for information before their purchase.2 And nearly 1 in 2 millennials go there for food preparation tips before deciding what ingredients to buy.3 That means it’s critical your video ads show at the right moment to the right audience.

Machine learning helps us turn that attention into results on YouTube. In the past, we’ve helped you optimize campaigns for views and impressions. Later this year, we’re rolling out Maximize lift to help you reach people who are most likely to consider your brand after seeing a video ad. This new Smart Bidding strategy is also powered by machine learning. It automatically adjusts bids at auction time to maximize the impact your video ads have on brand perception throughout the consumer journey.

Maximize lift is available now as a beta and will roll out to advertisers globally later this year.

Drive more foot traffic with Local campaigns

Whether they start their research on YouTube or Google, people still make the majority of their purchases in physical stores. In fact, mobile searches for “near me” have grown over 3X in the past two years4, and almost 80 percent of shoppers will go in store when there’s an item they want immediately.5 For many of you, that means driving foot traffic to your brick-and-mortar locations is critical—especially during key moments in the year, like in-store events or promotions.

Today we’re introducing Local campaigns: a new campaign type designed to drive store visits exclusively. Provide a few simple things—like your business locations and ad creative—and Google automatically optimizes your ads across properties to bring more customers into your store.

Show your business locations across Google properties and networks

Local campaigns will roll out to advertisers globally over the coming months.

Get the most from your Shopping campaigns

Earlier this year, we rolled out a new Shopping campaign type that optimizes performance based on your goals. These Smart Shopping campaign help you hit your revenue goals without the need to manually manage and bid to individual products. In the coming months, we’re improving them to optimize across multiple business goals.

Beyond maximize conversion value, you’ll also be able to select store visits or new customers as goals. Machine learning factors in the likelihood that a click will result in any of these outcomes and helps adjust bids accordingly.

Machine learning is also used to optimize where your Shopping ads show—on Google.com, Image Search, YouTube and millions of sites and apps across the web—and which products are featured. It takes into account a wide range of signals, like seasonal demand and pricing. Brands like GittiGidiyor, an eBay company, are using Smart Shopping campaigns to simplify how they manage their ads and deliver better results. GittiGidiyor was able to increase return on ad spend by 28 percent and drive 4 percent more sales, while saving time managing campaigns.

We’re also adding support for leading e-commerce platforms to help simplify campaign management. In the coming weeks, you’ll be able to set up and manage Smart Shopping campaigns right from Shopify, in addition to Google Ads.

Tune in to see more

This is an important moment for marketers and we’re excited to be on this journey with you. Tune in at 9am PT (12pm ET) today to see it all unfold at Google Marketing Live.

For the latest news, follow the new Google Ads blog. And check out g.co/adsannouncements for more information about product updates and announcements.

1 Internal Google data.
2 Google / Kantar TNS, Auto CB Gearshift Study, US, 2017. n=312 new car buyers who watched online video.
3 Google / Ipsos, US, November 2017.
4 Internal Google data, U.S., July–Dec. 2015 vs. July–Dec. 2017.
5 Google/Ipsos, U.S., “Shopping Tracker,” Online survey, n=3,613 online Americans 13+ who shopped in the past two days, Oct.–Dec. 2017.


Google Analytics Blog


New brand, new home: Where to find Google Marketing Platform online

July 28, 2018 No Comments

When we brought together DoubleClick and the Google Analytics 360 Suite under Google Marketing Platform, we knew we had to make some changes to our websites, blogs and social media channels too. Now, the resources you’ve been reading and visiting over the years have been updated to reflect our new brand, so you can find the latest news, tips and more on our advertising and analytics solutions in one spot.

First, you should know that we’ve moved our content and product information to marketingplatform.google.com. You’ll also find product sign-in links there. (Those bookmarks you have for the old DoubleClick and Google Analytics websites should automatically redirect you.)

We’ve also launched new and improved blogs, with information for our product users and enterprise customers. We’ll be regularly updating them with product news and digital marketing insights. Bookmark us.

Of course, you can also connect with Google Marketing Platform on social:

Twitter: Follow @GMktgPlatform

LinkedIn: Follow Google Marketing Platform for updates

YouTube: Subscribe for new videos

You’ll find customer stories, major product announcements, research, reports and other advertising and analytics content intended for large enterprises.

And don’t worry: We haven’t changed the Google Analytics social channels. We will continue to bring you product news and tips on Google+, Twitter, YouTube, LinkedIn and Facebook.

We hope you like our new home. Thanks for visiting, and come back soon!


Google Analytics Blog


Better understand and reach your customers with new Cross Device capabilities in Google Analytics

July 24, 2018 No Comments

Today, we’re introducing new Cross Device features to Google Analytics. Analytics will now help you understand the journey your customers are taking across their devices as they interact with your website, giving you a complete view of the impact of your marketing so you can run smarter campaigns that deliver more tailored experiences to your customers.

Piecing together a more complete picture

Cross Device reporting in Analytics takes into account people who visit your website multiple times from different devices. Now, instead of seeing metrics in Analytics that show two separate sessions (e.g., one on desktop and the other on mobile), you’ll be able to see when users visited your website from two different devices. By understanding these device interactions as part of a broader customer experience, you can make more informed product and marketing decisions.

Say you’re a marketer for a travel company. With the new Acquisition Device report, you may find that a lot of your customers first come to your website on mobile to do their initial research before booking a trip later on desktop. Based on that insight, you might choose to prioritize mobile ad campaigns to reach people as they start to plan their trip.

In addition to the Acquisition Device report, you’ll soon have access to other Cross Device reports like Device Overlap, Device Paths and Channels. Our Cross Device reports only display aggregated and anonymized data from people who have opted in to personalized advertising (as always users can opt out at any time).

Reaching the right customers along the way

Analytics will also now help you create smarter audiences based on the actions people take on various devices. That way you can deliver more relevant and useful experiences.

Let’s say you’re a shoe retailer and you want to share a special promotion with your most loyal customers. You decide this means people who have purchased more than $ 500 in shoes on your website in the last 12 months using any of their devices. If a group of customers buy $ 300 worth of shoes on their phone and another $ 300 on their desktop, they’re just as valuable as another group who spend $ 600 on a single device, right?

Analytics now understands that these two groups of customers actually spent the same amount on your website, helping you create a more accurate audience list to reach the right customers. And spend isn’t the only way to segment and build audiences. You can also create remarketing campaigns to reach audiences based on how many times they visit your website across multiple devices.

Get started

To use these new Cross Device features, start by visiting the Admin section of your Analytics account and choose the setting to activate Google signals. (If you don’t see this setting, you will soon—we’ll roll it out to all Analytics accounts over the coming weeks.) There’s no need to update your website code or get additional assistance from a developer.

With these new beta features in Analytics, we hope you’ll quickly see that by better understanding the customer journey across devices, you can create more relevant and useful experiences for your customers.


Google Analytics Blog


Factors that influence your website’s credibility

July 21, 2018 No Comments

Your online website is the digital portrayal of your business. Viewers go through it with an intention of peeking into the functioning of your business and even the reputation of it.

One of the most decisive factors behind your brand gaining business through its website is the credibility it holds. The potential customers will only bank upon your business website after they trust it and the people behind it. In case you are an ecommerce website or a website that deals with customers’ sensitive information, you will have to put in extra efforts to gain customers’ trust.

As per the Stanford Web Credibility Research, websites become more credible by being useful and easy to access. A website’s usefulness is marked by its features, functionalities, and UI. However, the website’s ease of use is determined by the implemented web design. Hence, a lot of factors together contribute to enhancing your site’s trust score.

If you are clueless and would like to make your website more credible, here is a list of the factors that immensely influence your website’s credibility.

Search engines’ perception of your website

Search engines employ their algorithms and bots to assess the performance of your website and rank it, accordingly. If you are doing things in a right manner i.e. White SEO, following Google Algorithm updates and content policies, your website keeps moving up the search engine ranking ladder. That is a great first impression for your website visitors.

With tools like the  Alexa Traffic Rank tool, the online audience has access to your site’s global and location-based ranking. Your site’s search engine ranking is capable of heavily impacting your site’s credibility. So, make sure that you put efforts into that direction.

Social proof of your business

Establishing a social proof of your business website is crucial for its credibility impression. You need to put up links to all the social media pages of your business on your website. Apart from that, your website having a list of your clients/brands who have been associated with your business can be impactful.

Client/customer testimonials and reviews

Regardless of the nature of your business operations, i.e. whether it deals in product sales or services, you will always have customer reviews and testimonials coming in. Based on the customer experience granted by the business, these customers will either have a positive or a negative opinion of your business.

You can, however, put up the positive client/customers testimonials or reviews for your audience to see. But, refrain from putting up fake testimonials because the internet audience is smart enough to spot that. To make these testimonials and reviews more reliable, you can link them to the social profiles of the related client/customer, if permitted.

The presence of adverts on the website

Many blogging websites choose to put up targeted advertisements in order to make ad money. As beneficial and seemingly rewarding it might seem to the website owners, these ads irritate the audience who have to deal with them popping up every now and then.

To be honest, Ads make your website look less credible. Since it takes only 50 milliseconds for the users to form a first impression of a particular website, you wouldn’t want them to see these ads at least on the homepage of your website.

An updated blog

If you are starting career as a blogger and have just set up a website for it, you will obviously need more of your audience’s trust to help your blog grow. And if you are not a blogger but a mainstream business, you would still need a blog because that would eventually build your site’s credibility.

So, an updated blog that posts regular updates, fresh posts, and engages with the comments made on it, is termed as more credible by the audience.

Consistent website updates

If we suppose that your website was set up in the year 2005 and has managed to look the same, you have successfully killed its purpose and probably its audience engagement as well.

It is very important to keep updating the website content because it gives the message that your business is moving ahead and is growing. Without any updates, the site audience would be free to make an opinion that your business simply doesn’t care.

Accessible contact information

If your business or brand isn’t accessible to its audience, people will deem things to be fishy. It is very important for your website to make it easy for your audience to contact you. Hence, for building your credibility, put out your phone number, physical address, and an email address on the website.

Even if your website is strictly accessible only on a membership-based model, it should make the contact information public for all the audience to see.

A great web design that encourages seamless navigation

A study mentioned that 94% of the negative website feedback was design related. If your website design is such that the visitors are having a hard time navigating through its pages or if they get lost while browsing through different sections, your business is in for a loss.

On the other hand, if your audience is able to figure out the navigation and is able to quickly get to the part they are looking for, your site’s trust meter will go up.

A fast loading website

The truth is, if your website takes more than 2-3 seconds to load, visitors will be swift to abandon it. If they do so, they will never have the opportunity to go through the other content which would mean that you will miss out on those visitors who would have otherwise contributed to your site’s credibility score.

Spelling and grammar

My personal favorite on the cringe-o-meter: a website with bad grammar and wrong spellings. One couldn’t agree more that a website with such characteristics is a big-time blunder. I personally prefer to stay away from such websites because they don’t appear to be trustable since the website owner does not simply seem to care.

If you are not a language expert, always rely on professional services to get your content crafted. Hiring an expert content writer will eliminate the chances of glaring mistakes and even help you create value-offering content.

Detailed product information

If you run an ecommerce website, you should put up detailed information about the products that you are showcasing. This information can include the physical attributes of the product, its usage, the variants, customer reviews and images to make it easy for the customers to make a choice. When your customers don’t have to look at external resources to retrieve information about the products listed on your site, your site looks more credible.

Trust seals and website security certificates

To build your site’s credibility, always consider getting Trust seals which are third-party seals are highly trusted by the online audience. Intended to display the trust score or the sales counter of a particular business, these trust seals are vouched by third-party internet security organizations. Also, having an SSL certificate for your website is a compulsion if you want to come across as a credible online business.

It is never a bad idea to shell out some investment towards getting trust seals and SSL security certificates for your websites.

Team members’ bios and photos with their social profiles

If you are a business that targets the maximum number of leads with its website, you must let out information about the team members who are the people behind your business.

Putting up bios along with professional looking photographs is a good idea to make your business website look more credible.

Errors and links

Broken links and pages that yield an error message every time a visitor clicks on them, make up a deadly combination and contribute to killing your site’s user experience. This could, in turn, make your site appear less reliable. So, figure them out and fix them before your site visitors come across them.

 

 

Search Engine Watch


Audience expansion and discovery: how to get ahead

July 17, 2018 No Comments

One of the reasons we love paid search is because it performs, but its intent-driven nature means it’s not the channel to build scale. The way to do that is get in front of relevant audiences and generate demand for your product/service. This is where channels such as paid social come into play, and one of the best channels to really hone in on targeting various audiences is Facebook.

The most obvious ways to get in front of relevant audiences on Facebook are:

  • Lookalikes – leveraging CRM lists to create audiences that look similar to your customers. Get more advanced by segmenting your customer list into groups of identifiable characteristics (e.g. high lifetime value, high average order value) and target lookalikes of those groups
  • Use demographic data and interests of your prime customer base, and target people based on what you already know.

If you’re a semi-sophisticated marketer, you’ve already targeted the most obvious audiences. So what’s next? How do you continue to scale and find more audiences? In this article, we discuss some of the ways you can move forward with finding additional, relevant audiences to test to help push performance and scale.

Poach from competitors

You should absolutely be testing and targeting audiences that like your competitors. They are highly relevant, and as a bonus, you may be able to steal market share from your rivals. For good insights, go into interest targeting on Facebook, input your competitor names, and dig in.

Use Audience Insights tools from Facebook and Google

Advertisers can always use more personas, so it’s helpful to figure out characteristics of relevant audiences that may help you recognize new folks to target.

In Facebook’s Audience Insights tool, input your top competitors/brands and take a look at the audience make-up. For example, if you’re a cosmetics store/brand, you could put in audiences that have interest in Sephora and understand various traits such as demographic info and likes/interests. This can help expand on different personas to build and test in Facebook.

 

Google has a similar insights tool through which you can leverage Google’s data on your converting audiences to understand any additional traits and behaviors you may not have already known. Here is an example:

You can develop personas using the above information and craft additional audiences in Facebook to test. In the above scenario, for example, you may decide to create the audience “Female, age 25-34, Interests: Fashionista, fashion, etc.,” and target this exactly in Facebook (see below).

With the information presented to you from Google Insights on your existing customers/converters, you should be able to develop a variety of different personas, then create audiences based on those personas and test them in Facebook. For example, let’s say you’re selling machines that make single servings of popcorn. Your audience is probably full of young, single people who are huge Netflix fans or sports fans, for example. Popcorn is also gluten-free, so that gives you a huge segment to target if you haven’t already thought of it.

Get creative

It’s important to think about ways you can find new audiences without pulling the obvious levers. For example, if you know that your customers have a high household income, it’s likely you’re already targeting those incomes in Facebook and Google. But what are other ways to reach these people?

Target those who like and purchase more expensive brands. This will open doors to larger audiences (Facebook may not know their house-hold income, but since they purchase high-end products, chances are you are getting in front of relevant eyes). Another example: if you know your customers are ‘fashionistas’, then you can target those who like specific fashion bloggers (e.g. interests: Chiara Ferragni, Olivia Palermo).

You should also look at the top-converting placements in your Google Display Network (GDN) campaigns. If you’re spending a significant budget within GDN, this information can be very telling. For example, when running ads on a luxury home furniture site, we discovered that a large chunk of their converters were on celebrity gossip sites. You can take that information and craft an audience to target within Facebook.

Of course, if you have a bigger budget, you can (and should) invest in analytics software and support that pulls third-party information, and information from people visiting your site. But you can get a lot of insight for free – and should be taking advantage of that no matter how refined your paid analytics are.

Search Engine Watch


Google Measurement Partners: Trusted measurement solutions for the entire customer journey

July 14, 2018 No Comments
We believe that measurement you can trust is critical for brands trying to understand the impact of their marketing. But as the customer journey has become more complex, measurement has become increasingly challenging. And while Google strives to build great solutions, some marketers prefer to rely on third-party measurement solutions.

That’s why we’re announcing Google Measurement Partners, a program that brings together new and existing partnerships to offer brands a variety of options to measure their advertising media.

The program is launching with 20+ verified partners across seven specializations: viewability, reach, brand safety, brand lift, sales lift, app attribution, and marketing mix modeling. Partners offer various solutions that work across Google advertising products, including Google Marketing Platform (including Display & Video 360 and Search Ads 360), Google Ads, YouTube, and more. Existing partner programs like App Attribution and Marketing Mix Modeling are now included in Google Measurement Partners.

Our launch partners are recognized leaders within their focus areas and provide solutions widely used by the industry. They meet rigorous standards for accuracy and use reliable methodologies to measure KPIs that matter for marketers. And we work closely with them to ensure the solutions respect user privacy.

With trust and transparency at its foundation, Measurement Partners continues our commitment to providing both quality and choice when it comes to measuring performance and helping marketers better understand their customers. Alongside our partners, we’ll keep working to establish commonly accepted standards and advanced measurement solutions that help raise the bar for the industry.


Google Analytics Blog