10 Ways Machine Learning Can Transform Your Business
Many top companies are already using machine learning to target potential customers, personalize offers, and improve customer service, and it will only become more critical in the years to come. So as a business, you need to start understanding how machine learning can be used to benefit your company.
If you’re unfamiliar with machine learning, it’s a form of artificial intelligence that allows computers to learn and improve from experience. Machine learning is used in various ways, such as identifying patterns in data, making predictions based on data, and improving decision-making.
Personalize Your Marketing Messages to Each Individual Customer
One of the most common ways businesses use machine learning is to personalize marketing messages to each customer. By using data about a customer’s previous interactions, purchases, and browsing behavior, companies can send highly personalized messages that are much more likely to resonate with the customer. Not only does this lead to more engaged customers, but it also leads to more sales.
The customer experience is getting more personalized with the use of quick-to-make QR codes. For example, some tools harness data and machine learning to drive a more engaging visible-digital campaign for users who scan product QR codes. It allows each individual shopper not just one but many paths depending on their profile information as well as previous preferences.
Track Customer Interactions With Your Marketing Content and Measure the Impact of Each Interaction
Another way machine learning can be used to benefit businesses is by tracking customer interactions with marketing content and measuring the impact of each interaction. This allows companies to see the most effective marketing content and make changes accordingly.
This is especially important in the age of digital marketing, where there are seemingly endless marketing channels and content options. By using machine learning to track customer interactions, businesses can focus their efforts on the marketing channels and content that are most effective.
Identify Which Marketing Channels Are Most Effective for Reaching Your Target Audience
Similarly, machine learning can also be used to identify which marketing channels are most effective for reaching your target audience. This is important because it allows businesses to focus their marketing efforts on the channels that are most likely to reach their target customers.
When using machine learning to identify effective marketing channels, several factors can be considered, such as customer demographics, customer behavior, and past interactions. By considering all of these factors, businesses can develop a more targeted and effective marketing strategy.
Optimize Your Marketing Campaigns for Maximum ROI
Additionally, machine learning can also be used to optimize your marketing campaigns for maximum ROI. Businesses can use data from past campaigns to identify which campaign elements are most effective and make changes accordingly.
This is especially important for businesses looking to get the most out of their marketing budget. That’s because companies can reduce their marketing spending by using machine learning to optimize their campaigns while still achieving their desired results.
Predict Customer Behavior and Target Your Marketing Efforts Accordingly
Machine learning can also be used to predict customer behavior. This is important because it allows businesses to target their marketing efforts accordingly.
For example, if a business knows that a customer is likely to purchase a product in the next month, it can target its marketing efforts to that customer. This is a much more effective use of marketing resources than targeting customers who are not likely to purchase anything in the next month.
Identify and Analyze New Marketing Opportunities
One of the most important things businesses can do with machine learning is to identify and analyze new marketing opportunities. Using data, companies can find recent trends and target their marketing efforts accordingly.
This is especially important in today’s fast-paced world, where new opportunities can pop up anytime. By using machine learning, businesses can be one of the first to take advantage of new opportunities and stay ahead of their competition.
Assess the Effectiveness of Your Current Marketing Strategies
Current marketing strategies can also be assessed with machine learning. This is important because it allows businesses to see which methods are working and which ones need to be changed.
This assessment can be done by looking at data from past marketing campaigns and seeing which ones were most successful. By doing this, businesses can change their current marketing strategies to make them more effective.
Improve the Overall Quality of Your Marketing Content
Not only can machine learning be used to identify which marketing channels are most effective, but it can also be used to improve the overall quality of your marketing content. This is important because it allows businesses to create content that is more likely to reach and engage their target audience.
Several factors can be considered when using machine learning to improve content quality, such as the topic, the tone, and the target audience. By considering all of these factors, businesses can create content that is more likely to be successful.
Detect and Prevent Fraud in Your Marketing Operations
Fraud is a dangerous problem in any business operation, and marketing is no exception. That’s why it’s vital to use machine learning to detect and prevent fraud in your marketing operations.
There are several ways to do this, but one of the most effective is using data from past campaigns to identify fraud patterns. By doing this, businesses can be more proactive in their fight against fraud and keep their marketing operations safe.
According to Ben Michael, Practicing Lawyer and Founder of Michael & Associates, “Fraud is the number one enemy of all marketers. It not only wastes their time and resources, but it also damages their reputation. That’s why they need to be proactive in their fight against it. Machine learning is the perfect tool to help them do that.”
Make Better, More Informed Decisions About Your Marketing Strategy
Finally, machine learning can make better, more informed decisions about your marketing strategy. This is important because it allows businesses to understand better their target market and what kinds of marketing strategies are most effective.
This can be done using data to create models predicting customer behavior. By doing this, businesses can make decisions about their marketing strategy based on data rather than guesswork. This helps companies make the best possible decisions about their marketing efforts.
Machine learning is a powerful tool that can improve marketing efforts in several ways. By using machine learning, businesses can identify new marketing opportunities, assess the effectiveness of current marketing strategies, improve the quality of their marketing content, detect and prevent fraud, and make better, more informed decisions about their marketing strategy.
If you want to improve your marketing efforts, consider using machine learning. It can help you take your marketing to the next level!
The post 10 Ways Machine Learning Can Transform Your Business first appeared on PPC Hero.
How to Maximize Website Conversion Rates Through Mobile Optimization Strategy
If you’re struggling for conversions, it’s tempting to throw money at the problem in search of a quick fix. Resist that temptation, though – because the key to a better conversion rate isn’t always to be found by pumping money into your ad campaigns, or a flashy new marketing drive.
Nope – the solution’s much more simple. Mobile optimization!
Starting with your site’s mobile experience makes sense. After all, 46% of Americans spend between five and six hours on their phones, every day. When they come across your website, it’s likely to be via their phones. Meaning your site needs to be ready.
Below, we’ll walk you through our top 4 mobile optimization tips. Follow them, and you’ll end up with a clean, compelling, and customer-centric site – that’s ready to convert.
What is Mobile Optimization Strategy?
First things first – what is mobile optimization, exactly?
Mobile optimization is the process of tailoring your website to users accessing it on a mobile device, such as a smartphone or tablet (as opposed to on a desktop computer.)
It involves ensuring that your website’s layout, structure, and content are customized to mobile devices. So why is that important?
Well, think about the consequences of a site that isn’t optimized for mobile. Content displays as misshapen or missized. Elements jump around on the page, as if with a life of their own; you find yourself having to zoom madly in and out, simply to read the text on the screen.
It’s not a good user experience (UX). But, more importantly, it’s not good for business. 57% of mobile users won’t recommend a business with poor mobile optimization.
Sloppy mobile optimization – or total lack of it – means a frustrated user. And frustrated users rarely turn into customers!
How To Maximize Your Conversion Rates Through Mobile Optimization Strategy: 4 Top Tips
Ready to start maximizing your conversion rates – and make your website more mobile-friendly in the process? Here are our 4 top mobile optimization tips:
- Provide a simple, clean checkout experience
- Add on-page product recommendations
- Offer more ways to pay
- Strengthen your CTAs – and their visibility
Read on for the full scoop.
1. Provide a Simple, Clean Checkout Experience
The first way of boosting your mobile site’s conversion rates? Optimizing your checkout flow to ensure you’re providing a frictionless experience at the checkout.
How exactly you do this will depend on how you’ve built your website. But a few broad tips include:
- Enabling guest checkout, so users aren’t deterred by having to create an account to make a purchase
- Providing a wide range of shipping options
- Reducing the amount of form fields (i.e. the depth of info you require from your customers)
- Displaying security badges to increase consumer trust
2. Add On-Page Product Recommendations
Integrating on-page product recommendations is a low-effort – but potentially high-impact – action for optimizing your mobile site.
The on-page product recommendations you recommend could be products the customer has recently viewed, or ones similar to the products they’re currently looking at. These will appear in the frame as they browse your store on their mobile, meaning they can quickly, and easily navigate to the kinds of products they like.
On-page product recommendations are great for UX. But they’re also good for your conversion rates – as you’re removing one more barrier to your customer making a purchase.
3. Offer More Ways to Pay
These days, offering a diverse range of ways to pay isn’t simply a ‘nice to have.’
It’s a must-have. And, along with choosing the right web hosting provider and building your site with the most suitable platform, it’s one of the biggest website decisions you’ll make.
Consumers are more discerning now than ever. Many distrust the process of paying online; others just want the process to be as slick, seamless, and speedy as possible.
Your job? To ensure your customers can pay with multiple different payment methods, including:
- Mobile wallets (such as Apple Pay and Google Pay)
- Credit and debit cards
Millennials, in particular, are fond of the convenience and ease mobile wallet payments offer. In the US, Gen Y leads the share of consumers making digital or mobile wallet payments (46%), according to Statista.
And, to target Gen Z, you can even offer your customers a ‘Buy Now, Pay Later’ (BNPL) service. It’s big with that demographic – in the US, 55.1% of Gen Z consumers 14 years old and over will use a BNPL service at least once this year.
4. Strengthen Your CTAs – And Their Visibility
When it comes to maximizing conversions, compelling call-to-actions are a must.
So take the time to audit the content, placement, and design of your website’s current CTAs. Do they:
- Start with command verbs that create excitement and engagement.?
- Cultivate a sense of urgency?
- Demonstrate the benefit to the customer if they choose to take action?
Remember, you’re optimizing your CTAs here for mobile devices. So think about your user, and how they’re interacting with your site. They’re already on their phone, after all – so how can you tap into that to improve your CTAs?
One tip is to use phone call-based CTAs. Instead of inviting someone to fill out a lengthy contact form, or get in touch via email – both trickier to do from a mobile phone, or while on the go – invite them to call to make an inquiry, instead.
Plus, CTAs aren’t just about the wording – what they say – but about how they look. So make sure they stand out from the rest of the page’s content (you want people to know they’re looking at a CTA, after all!). Harness the powerful simplicity of white space. And, if there’s a button, make sure it’s big, bold, and screams “click me!”
Mobile optimization won’t just improve the look, feel, and usability of your site. It’ll increase your conversion rates – and help you grow your business online, too.
So good luck, and have fun implementing these tips. Mobile optimization can be tricky and time-consuming. But the results will be worth it in the end – trust us!
The post How to Maximize Website Conversion Rates Through Mobile Optimization Strategy first appeared on PPC Hero.
5 Ways to Make the Best of the Five Latest Google Ads Features
With technology’s growing influence over trade, PPC marketing has become one of the biggest trends in business. While it has been used extensively in today’s time due to the pandemic shifting most business operations online, PPC marketing’s history dates back to early 2000 when Google launched the initiative AdWords.
Google’s advertising platform has evolved over the last two decades, adding more features and functionality while removing others and rebranding to Google Ads. Google Ads has also continuously kept evolving and adding new features in the last couple of years. In today’s post, we’ll cover Google Ads’ five latest features and show you how you can make the most of them.
What is AdWords?
AdWords was Google’s native advertising system. It was designed to help businesses maximize their potential to reach their target markets online. By partnering with websites, AdWords was able to advertise those websites’ products based on keyword searches and images. It was an effective and progressive marketing tool that sparked the growth of PPC marketing throughout the years.
From Adwords to Google Ads
Despite AdWords’s immense success, the industry remained cut-throat and demanding. Consequently, there was a need to change the tool and adapt it to the new trends in online marketing. This also required changing the name from AdWords to Google Ads.
This was not merely done for aesthetics, as changing the name was a big move to present new features and products that the marketing facet of Google wanted to introduce to the public—DoubleClick and AdSense, to name a few.
Of course, the decision to include Google’s name in the new version of AdWords was effective in attracting more business owners. Not many people would invest in AdWords at first glance, but had they known it was owned by Google, they would have done it in a heartbeat. The change also meant the extension of services of Google for advertising and debunked any false narratives about their services limited only to the use of ads in Google’s search result pages.
New Google Ads Features in 2022
Google is one of the biggest tech companies in the world today, but that doesn’t mean that they can sit idly when opportunities for growth and realizing more profit arise. Additionally, trends in the marketing industry tend to change rather quickly, so what they might have been doing in the past couple of years is considered outdated today.
This creates a need for constant updates, releasing new features within the Google Ads platform to continuously cater to the market’s advertising needs.
The use of Artificial Intelligence, or AI, for example, is one of Google Ads’ most recent features. It works like magic in terms of creating personalized ads for users, making them more relevant.
This brings us to an important question: What are Google Ads’ new features, and how does a business owner or marketer make the most of each? Let’s have a look.
#1 Use Google Ads Local Campaigns to Better Track Conversions
In today’s time, it’s easy for marketers and business owners to be fooled into thinking that the world is fully digital. That’s simply not true because many transactions made by consumers nowadays are still conducted physically, and the things they do when it comes to shopping online might only be a small portion of their entire shopping behavior.
According to the latest data from Google, about 30 percent of all mobile queries made online correspond to local searches, and of this number, approximately 75 percent would actually pay a visit to the store within the next day. These are substantial amounts of sales that could have been used as leads for more effective conversion of clients.
With Google Ads’ new feature for Local Campaigns, companies can now use this foregone opportunity just by using their WiFi or GPS. Based on users’ real-time location, Google will present personalized advertisement choices to attract sales more effectively. For example, if your company offers a crypto app for paying with different cryptocurrencies, you can have Google Ads show your ad to users when they’re near a local commerce that accepts crypto payments.
The best way to use this feature is to integrate the offline components into a tracking setup that’s omnichannel. If you do not have this type of tracker, now would be the time to invest in one so you can maximize your conversions. By creating different conversion actions for each campaign you launch, you will be able to measure your conversion in a variety of ways and develop a more optimized PPC marketing campaign that meets your goals and justifies your expenses.
#2 Use Google Smart Shopping to Acquire New Customers Effectively
All types of conversions are considered beneficial for a business, whether a customer is new or not. However, new conversions are usually considered more important as they’re more likely to lead to future purchases. All businesses strive to achieve loyalty from their customers, but search engine marketing just isn’t the most cost-effective way to earn that loyalty.
With Google Shopping, one of Google Ads’ newest features, you can easily calculate each customer’s total lifetime value and optimize the way you acquire new customers.
For example, by using the “New Customer Acquisition” option in the settings of the Smart Shopping campaign, you can set an incremental price you’re willing to pay for each new customer that converts compared to a returning buyer. It’s like bidding more for new customers than for current ones to get more value from your PPC campaign.
The best way to use this feature to your advantage is to use varying tags for both returning and new customers, which you can establish through the Tag Manager in your eCommerce platform. In the whole process of using this feature, you have to ensure that your Google Analytics and Google Ads accounts are both connected. It would also be more effective to apply this feature in line with your paid research and promotion agencies.
#3 You Can Get Listed on Google Shopping for Free!
To clarify, Google Shopping is still a generally paid PPC avenue. However, there is an option for you to enjoy the free traffic it offers. This comes after the introduction of the Google Shopping feature, and as part of it, Google itself ejected other price comparison websites from its SERP.
It was a move that resulted in Google being fined around three billion dollars by the European Commission in 2017 for providing an unfair advantage to a different Google product, the Comparison Shopping service. While this is still an ongoing issue, they decided to make Google Shopping an official feature for their clients to enjoy.
The best way to get the most out of this feature is to optimize every single one of your Shopping Ads and assess which of the products you currently endorse entail the highest click and conversion rates. For instance, using Google Analyzer will help you get this information and use it to make the necessary changes for your product pages and emphasize the products with the most substantial profit margins.
Once you sort all this out, you can proceed to your Google Merchant Center account in the North Menu and change the status of your “Surfaces across Google” to “Active.”
This is an easy process if you’re in the US or India, but the feature has yet to be available in other countries.
#4 Free Impression for Display—Pay Only for Conversions
When talking about online acquisitions, display and video ads are usually not the first things that experienced marketers would talk about. More than conversions, these two things are usually known for their capacity to establish brand awareness and influence targets. But Google, being the trendsetter it is, has decided that it is time to deviate from this narrative.
Considering the gargantuan amount of data Google has on its users’ profiles and intents, predicting their purchasing decisions can almost be considered easy.
Just like Facebook can boost its platform’s marketing performance from its users’ browsing history, Google also has a massive command over its users’ behaviors—from their music preferences to their present and past purchases as recorded via their Gmail accounts.
Because of the control that Google has over its users’ data, they are especially capable of tweaking the algorithm so that only relevant and appropriate visual ads will be shown to the users, ultimately driving them to make a purchase.
This power comes in the form of the new Display and Youtube ads features. By using these features, your chances of realizing actual conversions will be greatly enhanced.
To make this feature a valuable tool for you, you have to use the “Custom Intent on your competitors” and “Similar Converters.” Additionally, you can deploy Smart Display with Toras or a CPA bidding strategy.
#5 Your New Best Friends: Gallery Ads and Showcase Shopping Ads
If you don’t already know, it is possible to test both Gallery and Showcase Shopping Ads on Search. Based on recent data, it’s proven that roughly 85% of all users pay more attention to the information presented visually as compared to pure text. Intent Lab Research has provided a supplemental study saying that 50% of shoppers in various categories like household goods and electronics prefer seeing visual information. So, even if you’re building brand loyalty by offering free stuff for seniors or selling high-tech equipment for graphic designers, you’ll benefit from visual ads more than from pure text ads.
With this being said, Google Ads has devised a feature that allows using new ad formats uniquely designed for mobile display through Google’s Search Network. It provides an avenue for you to be more creative and personal with your ads, and above all, you can place those ads on several other platforms like Gmail and Youtube, which can be huge!
One way to use this new feature effectively is to explore your product’s potential to be more visually appealing by getting creative. For example, you can ask your PPC agency’s help to look into what your target market finds the most appealing based on how ads are placed on certain channels like Gmail or Youtube. This will entail a repetitive process with a lot of trial and error before arriving at the best fit for your target audience. Still, it will come in handy, especially when trying to make the most out of your creative ads.
Through the years, Google has retained its position as the biggest search in the world. As its influence grew over time, it also took the role of an effective PPC marketing tool, first as AdSense and now as Google Ads. As trends change, Google will continue to add new features in Google Ads to allow marketers and users to benefit mutually. This ensures a more stable profit for companies while giving their customers the freedom to choose which form of ads they’re presented with.
As such, partner companies must make the best use of Google Ads’ current and upcoming features, especially when it is an avenue that has great potential to uplift a business through perfectly generated and positioned ads.
PPC Marketing remains one of the biggest trends in marketing today, and it will likely continue to dominate in the coming years, with Google and Google Ads at the forefront. This is why business owners and marketers need to understand, research, and effectively use the new features Google Ads rolls out and be the pioneers of this new marketing era.
The post 5 Ways to Make the Best of the Five Latest Google Ads Features first appeared on PPC Hero.
5 Steps to Perform Voice Search Optimization For Your Content
So, you’ve created some blinding content. Now you need to get it read. How do you go about this? The traditional search route is to think of Search Engine Optimization (SEO) and insert some keywords, not forgetting to mention the product a lot. For instance, if your business is all about Databricks Hadoop connector matters, you’ll need to reference this a fair amount on your site.
So far, so obvious.
When it comes to voice search, though, some slightly different thinking is needed. This variety of search has become so commonplace now that anyone wanting to get their content found will be wise to give it some consideration. Consequently, we’ll look at voice search and offer an easy-to-follow method for achieving better prominence for your content.
Voice Search – What’s It All About?
Voice search has become super-popular as a means of searching the internet. How popular? Well, statistics show that over 70% of people prefer using voice search to typing. The driving force behind this transformation is the rise of virtual assistants. The resulting growth in voice search-driven eCommerce is startling.
Voice search is set to become even more popular as more people buy smart speakers and other voice assistants, and will likely see a major increase in use once the Internet of Things really gets going and smart devices proliferate. As a result, it makes sense to consider voice search optimization when thinking about internet visibility.
So, let’s see how you can put this optimization into practice.
1. Conversational Language
The need to adopt a less formal tone has made inroads into content creation, especially in areas such as email copywriting. It’s even more important when considering generating content for voice search.
Voice search queries tend to be phrased more conversationally than their written counterparts. So, search terms might be “vegan shoes Baltimore” in a typed search but will be more likely to be “Where can I get vegan shoes in Baltimore?” when it comes to a verbal query.
Start by listing all the conversational queries a voice search user might employ when searching in your area. For example, “Where can I find vegan brogues in Baltimore center?” and “Show me where there’s a vegan boot shop in Baltimore.”
If you run out of queries quite quickly, do what a sensible person does: Try Google. Put one of the above queries in, and then go to where it says, “People also ask for…”. And then grab the suggestions.
Then, when you’re formulating your content, stop repeatedly to ask yourself, “what kind of query does this material answer?”. Keep this in mind, and you’ll be tailoring your content to be what people are looking for, i.e. answers to questions. Use question keywords and long-tail keywords. This is a good technique to appeal to all searchers.
Moreover, keep the writing tone conversational, and you’ll score big with the voice searchers we’ve been talking about.
2. Know Your Customer
You should have a clear idea of who’s most likely to be interested in your site and angle your content to appeal to them. This is a fairly standard practice in commerce—any lead generation database will use this principle.
However, with voice search optimization, it’s doubly important as the natural language they use when speaking can vary between population segments.
It can be fairly nebulous. It might simply be that you probably appeal to a younger demographic, for instance. In which case, imagine you’re reading out the content to a room full of teens. Are they starting to look a bit bored? Best pep it up a bit with some concise answers and maybe some humor.
Think about the expertise of your customer too. If they’re likely to have some expertise on subjects like Azure data lake cost, then you don’t want to be too elementary in tone.
The more you remember who’s likely to want to access your site, the more likely your site is to be accessed. This a simple point, but a very important one.
3. Emphasize Local
Local’s huge in the voice search world.
What this means for you is that you need to maximize your local findability. In other words, highlight your business locations (should your business have a brick-and-mortar presence, of course). Start by attending to your Google Business Profile listing. Make sure that the business listing information is correct and up to date.
Then go through your content and take the opportunities where they arise to mention your location.
Again, think of what questions people will ask when they’re on the lookout for a local supplier, and key into those phrases.
4. Think fast
It should go without saying that you need a site with speed. The more you lag, the more you lose.
The internet is built on speed and convenience, and users are becoming more and more accustomed to high performance. They don’t want to hang around for ages while a site that may or may not contain what they need struggles to make its wheezy way down to their device.
It’s even more the case with voice searches. People conducting a voice query may be out and about and perhaps multi-tasking. They need a quick answer.
So, make sure you trim the site for speedy performance. This includes getting rid of large images and other factors that can slow things down.
The final step that we’ll look at here is to think about how your site looks and behaves with mobile searches. This is because a considerable proportion of voice search devices are mobiles.
The best way to deal with the demands of mobile devices is to make your site design responsive. This means that it takes into account the device that’s being used to access the site and changes its design accordingly. What was large and landscape on a laptop must be compact and portrait on a mobile device.
Since 2019, being mobile-friendly has impacted a site’s Google ranking, so it makes all kinds of sense to accommodate mobiles into your site design and make the mobile user experience as great as it can be.
Some of the steps to voice search optimization aren’t that dissimilar to standard SEO. However, there are differences there, some large, some small. Pay attention to these, and you’ll soon have voice SEO to shout about.
The post 5 Steps to Perform Voice Search Optimization For Your Content first appeared on PPC Hero.
Identifying an Effective B2B Target Market for Ads
There’s a very popular term in the world of marketing that goes something like, “talking to everyone is talking to no one.” This maxim is particularly true in the overly competitive B2B world, where the ability to understand exactly who you are targeting with your marketing streamlines your efforts.
Make your marketing strategy more effective by tailoring your communications and materials to the right audience. This process involves refining how to speak to them in a way that resonates. Do you know how to tailor your output to their needs and desires? Can you hone your products and services to whatever it is your target customers want?
Read on for our simple tips to position yourself correctly in the market and attract more customers. Stop targeting everyone, everywhere today!
Understanding Your Product or Service’s Need
Choosing a target market is all about speaking to the people who are actually likely to invest in your products or services. The vital question is, how do your products or services help your customers solve their problems?
Discover the answer by listing the primary features of your product or service. Highlight the benefits of each and reverse engineer the issue they solve. For example, if you are selling a form of automation, you are working to save your customer time.
This list of benefits is the first step in identifying your target market. The second step is to think about who might benefit from those features. In the example above, your target market is companies with time-consuming manual processes. Once you’ve identified your brand’s benefits and their intended market, tailor your communications and landing page to ensure an effective sales funnel. Need help creating landing pages? Use a landing page platform that offers 500+ customizable templates built to help you increase your advertising conversions.
What Does Your Current Customer Base Look Like?
You already have some very helpful information that will tell you a lot about the audience you should be targeting: your current customer base. The people that already buy from you likely have something in common, and this commonality is important to identify. Armed with this information, you can engage in marketing strategies like creating B2B Facebook ads that actually convert.
Learning about your customers can be done in a number of ways, including:
- Talking to them directly
- Running surveys to gather more information
- Looking at sales, customer relationship management (CRM), or other data
- Assessing social media profiles
When learning about your customers, keep an eye out for any similar characteristics, locations, interests, and industry similarities. Collate the parallels and rank them based on which customers are most profitable.
Understanding Your Competition
No matter what business activity you are trying to master, a good understanding of your competition is vital. This understanding is particularly relevant when trying to discover your target audience. Which businesses are your competitors targeting? Identify around five of the biggest brands in your industry, then look at the business types they are targeting.
Do they aim their products and services at small businesses? Locals? Marketing or finance departments? Chances are they have done some legwork to figure all of this out, so save yourself time and effort by following their blueprint. Identify who they are targeting and be sure to look for audiences they might have overlooked. Larger organizations will have higher budgets so while you follow their lead, keep an eye on the sectors that they aren’t targeting.
Deep Dive Into Your Data
If you are a copywriter, you need a great copywriting portfolio; if you are a B2B marketer, you need amazing data sets. While high-level information about your audience is helpful, you will likely see better results if you get a deeper understanding of the types of people your product or service can help.
Start with an overview of a potential target market, then dive into the psychographics of your customers. This includes the personal characteristics of your audience, such as personality, values, hobbies, behaviors, and lifestyle. Identify the similarities in these aspects and the type of business they have and then determine how your offerings tie in with their marketing persona.
Consider which features of your products or services are the most appealing and beneficial to these types of people.
Your Perfect Customer Persona
All of the information you find from the methods above gives you the ability to create the ultimate customer persona for your business. The more in-depth you get with your customer persona, the easier it is to create tailored marketing communications and design better products and services to suit their needs.
Make sure your customer persona includes demographic and psychographic information to gain an accurate picture of the types of people and businesses you should speak to. Match this information with creative automation, the process of automating parts of the production of creative assets, and you’ll save time on your marketing strategies while also making them more effective.
How Best to Contact Potential Buyers?
Now that you are armed with all this helpful information, how do you reach the customers you identified? There are obviously many channels. Paid ads, social media, and even the simple yet effective B2B email marketing strategy.
While there is no single correct answer, the demographics you’ve uncovered will point you in the right direction. Perhaps there are social media groups that target the personas you have identified. Maybe you can write helpful FAQs that target gaps in certain industries to demonstrate your brand as an authority in your field. Whichever option you choose, the deep dive you’ve taken into your customers will reveal the best places to find them.
Market Smarter, Not Harder
Spend a little extra time and effort on the above actions and you will see marked improvement in your marketing reach. Read our article about social media advertising tips to hone your communications even further. The more time you put into your marketing planning, the greater the outcomes will be!
As always, our Hero Blog is a helpful resource where you can further your knowledge, hone your strategies, and get more from your marketing efforts.
The post Identifying an Effective B2B Target Market for Ads first appeared on PPC Hero.
What Is Reactive Marketing and How to Apply It to Your Brand
What’s reactive marketing and why so much buzz around it?
Let’s dive into why businesses apply reactive marketing strategies and why your company may be left behind by competitors without one. We’ll also arm you with clear-cut instructions and relevant examples on how to apply reactive marketing to your brand to maximize your business performance.
Reactive Marketing: What It Is and What Advantages It Has in Store for Brands
What’s Reactive Marketing?
It’s virtually any specific marketing method that is used to demonstrate your company’s reaction to vital situations and phenomena that typically happen unexpectedly for both you and your customers.
Tracking newsworthy events, you can express your brand’s attitude in any possible way: via tweet, advert, email, blog article on your website, etc.
It can be even the simplest phrase like the one Coca-Cola created as a response to the coronavirus restrictions. It was a social distancing message on the billboard in Times Square.
Reactive Marketing Is at Peak of Its Popularity
As a matter of fact, reactive marketing started thriving after the dramatic appearance of COVID-19 which disrupted people’s lives. But it wasn’t that ruinous for some companies. They actually used it to their benefit. And their responses to the pandemic were brilliant.
Alcohol businesses nailed it by reacting to the coronavirus in their own way.
The research shows that an alcohol advertisement popped up every 35 seconds on Instagram and Facebook in front of people’s eyes in 2020.
Importantly, 66% of the alcohol ads mentioned in the study had “Get offer” or “Shop now” buttons. Effective calls to action “nourish” a reactive marketing campaign, as they provoke a desirable chain of further reactions expected from customers. They get attracted, buy products, give kudos, write comments/reviews, and so on.
Now consider this. In the US only, alcohol sales were boosted by 234% during March 2020. If you take alcohol delivery services, Drizly, for example, saw a whopping 400% increase in sales during that period.
Look at some more advantages of reactive marketing.
Why Bother With a Reactive Marketing Strategy?
Why do you think RedBull, Heineken, LEGO, and other world-famous brands apply reactive marketing to their brands?
It’s worthwhile to use this marketing model due to several essential reasons. It helps you do the following:
- Grow sales
- Keep your company up-to-date and relevant
- Boost engagement with your audience
- Build stronger connections with customers
- Enhance brand recognition
- Show inventiveness and originality
- Expand your target demographic
As for the latter, you can become an authority figure in new markets and expand your eCommerce business globally with a winning reactive marketing strategy.
How do you make an effective reactive marketing campaign? Follow the guidelines below.
Ultimate Guide to Applying Reactive Marketing to Your Brand
1. Prioritize the Top Five Categories
Clearly, you should monitor everything so as not to miss out on an important event: news headlines, tweets, etc. But there are some topmost categories that resonate with people more. Here they are:
Give priority to sports events and competitions, in the first place.
Volvo, for example, applied a reactive marketing tactic during the Super Bowl. They encouraged fans to tweet the name of someone to get a chance and win the XC60 model with the hashtag #VolvoContest when they watched any car advertisement during the event.
The company shifted the viewers’ focus from the car commercials on TV to Twitter and made them talk about Volvo there. While the campaign resulted in over 55,000 tweets with the brand’s name and 230M earned media impressions, the Volvo XC60 itself had a 70% growth in sales in the month after the Super Bowl.
Movies, Series, TV shows, etc.
Winter is coming…
When HBO released the Game of Thrones TV series and the phrase went viral, its stardom was rapidly caught and put to work by marketers worldwide.
E.g., RichesMonts reacted with the “Winter is coming” ad. The company offered a variety of hot cheeses to accompany winter meals.
Pepsi, Hotstar, SodaStream, KFC, and others also burst with Game of Thrones-inspired ads.
Similarly, Heineken and Nando rocked their audiences with reactive marketing campaigns in the midst of the Squid Game “fever”.
Did you know that 88% of customers tend to be more loyal to brands that express ecological consciousness and address issues that arise in the environment?
“Your reactions should be in line with sustainable living principles,” emphasizes Michael Nemeroff, CEO & Co-Founder of Rush Order Tees.
“California was the first state to impose a plastic bag ban in August 2014. So, we reacted to it instantly by offering our customers a range of sustainable bags made of recycled materials, aside from the Econscious and EcoSmart T-shirts we already had. As a result, we received tons of positive feedback from our customers and grew sales considerably,” Michael notes.
Here’s how the ice cream brand Ben and Jerry’s showed an environmental concern after the news about a Formosa Plastics plant in St. James, LA.
Famous figures (celebrities, influencers, etc.)
After Cristiano Ronaldo had been spotted removing Coca-Cola bottles from a Euros press conference and favoring water instead, Ikea Canada created a reusable and sustainable “Cristiano” bottle explicitly marketed for water only.
Reacting to celebs’ behavior and utterances on social networks can help you interact with your audience on a new level and increase conversions, as well as revenues.
LEGO posted their mockery image on social media just several days after Elon Musk had unveiled Tesla’s first electric pickup – the Cybertruck.
2. Harness the Power of Weather
A great example of weather-based marketing is Stella Artois’ response to the temperature rise. The brand ran a weather-responsive ad campaign with its Cidre label.
The company experienced a 65.6% growth in year-to-year sales during that period. Due to virality on social networks, as they posted the ad on Instagram, Twitter, and Facebook, this move also earned them beyond £15,000 in media value.
You may create Instagram story ads that convert and show your brand’s reaction to changes in the weather.
Alternatively, go with automatic sensory visuals like, for example, giant billboards that can wow your audience reacting to the weather conditions instead of you. Audi used those successfully in the UK.
3. Create a Well-Thought Reaction
You’ve got only 2 seconds to make your advert work and lure customers to click.
That’s why you need to write compelling ad copy and a well-thought message.
Kyle Zien, Director of Growth Marketing at Felix, a group of licensed healthcare practitioners, shares their company experience with reactive marketing and adverts:
“With the advent of COVID-19 and the lockdown announced in the country, we shifted towards medication shipment to the door, according to the auto-refill schedule.
Additionally, we experimented with two phrases in our advertisements: You’re in good hands vs You’re safe, cause you’re in good, clean, and sanitized hands. The latter gave us a 23% increase in ordered prescriptions as a result of using powerful words that convert: safe (power word) and sanitized (health-related, viral word at that time).”
Use the following power words to increase your click-through rate:
- Sensational, etc.
4. React as Quickly as Possible (Timing Is King)
Don’t be too late with your reaction.
Do you remember Trump’s “covfefe” tweet?
If not, here it is.
Tons of covfefe T-shirts and coffee mugs materialized on the web just a few hours after the tweet went viral.
And when the noise didn’t subside even in a couple of months, some marketers started publishing covfefe books.
Derian Designs Coloring, for example, released The Wisdom of the Covfefe: Coloring Book.
Others immediately incorporated this word into the article titles of their content plans for blogs.
You can react by combining content marketing with PPC and get even more profits. But note: timing is everything. The sooner you do it, the higher results you may get.
5. Make an Emotional Appeal
Your advertisement, as a possible reaction to an event, should be both visually striking and emotionally compelling.
Follow the piece of advice by Jerry Han, CMO at PrizeRebel. He says that “You should go emotional and use emojis in your reactive marketing campaign. When the Fortnite game was released in 2017, we added a dedicated Fortnite gift card to Rewards and won the audience over with just a small announcement for a targeted group. The survey participation rate grew by nearly 600%. The subject line of the email we sent out to our users was:
Hey, wanna save the world? Take a survey and get your Fortnite gift card today! ?”
You may also give preference to reactive video ads. Add a pinch of emotion and on you go!
6. Stick To Shorter Messages
The more laconic your message is, the more likely it will do the trick and break the Internet.
When KFC faced a chicken shortage in 2018, they showed their emotions and attitude to the situation and apologized to their customers. They turned their abbreviation into “FCK” and wrote the “We’re sorry” note. People couldn’t stop raving about such a creative apology.
Blend It With Social Media Marketing
About two weeks into the pandemic crisis, a small business Moriarty’s Gem Art started YouTube live-streaming which resulted in tons of sales. One of the shows generated $ 12,000 in revenue, while another helped them make a $ 20,000 sale. The key point here: they advertised their live streams via email, website, and social media.
When aiming to be seen online with your reactive ad, the first thing you should do is monitor social media marketing trends. Afterward, find the proper strategy and the right moment for your reactive advertisement. Use this cheat sheet by SocialBee to check the best times to post on Facebook, Instagram, Twitter, LinkedIn, Pinterest, Google Business Profile, and TikTok for more engagement.
Catch the hype and mix it with social media advertising to fire up the crowd and get the anticipated results.
Ready to React Fast to Anything With a Proper Marketing Campaign?
Now you know the fundamentals of reactive marketing, its benefits, and the proven ways to apply it to your brand.
A strong, reactive marketing strategy should be your go-to solution in a digital post-pandemic world.
Stay always tuned, demonstrate your brand’s relativity to everyday happenings, and engage with your audience even more effectively than ever.
The post What Is Reactive Marketing and How to Apply It to Your Brand first appeared on PPC Hero.
How to Boost Brand Reach and Conversion Rates Through Consistency on Social Media
Social media is one of the most powerful weapons brands and marketers have at their disposal. It’s free to post your content and with the right profile, your reach can put you in touch with millions of people around the world.
But social media brand awareness success doesn’t happen by accident, it takes a dependable approach and a considered strategy. Let’s look at why and how companies can create a consistent approach to maintaining and improving their social media brand awareness.
What is Brand Consistency?
Brand consistency is concerned with how companies deliver messages that align with their core values, brand identity, and brand guidelines. With a cohesive approach to branding and messaging across social media platforms, companies can create a consistent experience for all of their existing and future customers.
Consistency in message and branding helps to create trust, which is fundamental to building a sustainable and successful brand. Gerald Zaltman, a Harvard Business School professor, says that 95% of our purchase decision-making takes place in the subconscious mind. The emotional connection that customers make with brands can be the difference between choosing one brand over another. If brands are constantly flitting between different visuals, voices, and messages, it can be confusing or alienating to the consumer.
Given the wide range of social media platforms available to brands, it’s important that content is managed accordingly and attention is paid to its consistency. Building up a level of trust with your audience through social media also means your brand is memorable, especially if they can see your brand across a range of different marketing channels. In a crowded market, being memorable is an important asset and will lead to increased conversion rates.
Content Management is Critical for Consistency
Companies and brands can choose to engage across multiple social media channels, each with slightly different demographics. Whether that is through TikTok to approach a younger market or Facebook, Pinterest, or Instagram to appeal to a slightly more mature crowd.
The challenge facing companies is to create consistent content that speaks to the audiences of each platform, it is engaging and is organic rather than a paid-for placed advert. That is the role of a content management team; to monitor and maintain a consistent level of visual and written content with your brand messaging, values, and ethos always in mind. A dedicated content management department should ensure that before any content or messaging goes live they check it aligns with your core values and brand guidelines.
Content management is also tasked with keeping your social media material on-brand while continually talking about your brand day after day. Remember that, like your business goals and creative ideas, social media channels are constantly evolving so, without losing any core and consistent messaging, your content must also evolve. It would be easy for the content to grow stale and for the quality to drop by being less interesting, no longer appealing to your demographic, and distinctly off-brand. Therein lies the challenge of creating social media content for raising brand awareness; keeping messages and visuals fresh while sticking with your brand identity and guidelines.
Creating Brand Guidelines
Your brand guidelines are the one-stop shop for all of your digital communications and they help maintain that consistent communication that is so essential for raising and maintaining brand awareness and growing your reach. Think of them as an extension of your mission statement. Here you will establish clear rules and standards for your visual and written materials that can be used in all of your digital marketing campaigns going forwards.
Some of the instructions and themes your guidelines should outline include:
- Tone and voice – What is the personality of your brand? Think about how you wish your brand to come across when communicating with your social media followers.
- Logo – Your logo is one of the most important ways for customers to recognize your brand, it must remain consistent across all communications. Strong design makes a brand instantly recognizable by its logo alone, for example, McDonald’s, Apple, and Nike.
- Images – Determine which types of imagery you use, for example, fresh and modern, vintage, or corporate. Given you’re posting on social media, you must also be consistent in how you shoot your photos and videos while featuring your target demographic in your imagery. Or, if you’re using paid visuals on social media, be careful that your image selection supports your brand’s consistent message.
- Font – Perhaps overlooked but the font you use should remain the same in all marketing exploits. From the style to the color, it all helps improve brand recognition.
- Post frequency – Important for social media, in particular, to decide when is the optimum time to post to ensure you aren’t over-communicating, especially when taking emails and outreach into consideration.
- Color palette – Just as important as your logo and font style is the color palette you choose. Maintaining the same colors for all activities leaves customers in no doubt about the brand behind the communications.
The Importance of a Social Media Calendar
You can plan your communications ahead of time by creating a marketing calendar that is accessible to everyone in your team and automated to save time or communicate timely reminders. This calendar helps you stay on top of each social media post across your entire team. For multichannel campaigns, a social media marketing calendar puts everything in one place so you can see how it all fits together and falls in line with your brand voice and guidelines.
With such an overview of your social media marketing, from posts to emails and ads, you gain a better perspective of the consistency you need. You can check on the timings of your messaging to ensure future messages align. And the ability to schedule posts means you have more breathing room to make changes that can enhance your brand’s reputation and build on any success sparked from social media activity, such as:
- reacting to positive leads
- addressing conversions and sales queries promptly
- responding well to customer requests
- updating content running across social posts and sites, and
- adjusting timings as and when required.
Knowing Your Audience
Brands must know their key demographics and audience, and it is a vital component for consistent content. Once you know who you are marketing to, you can create a plan to make it happen. Take time to truly understand what motivates your audience to click on and engage with social posts.
Once you have a better understanding of your audience’s tastes, interests, and behaviors you can create consistent content that you know they will engage with. This is even more true in an age of personalized ads, which are tailored to various demographics and tastes.
Failing to recognize your audience means you could be wasting your ads on people who have zero interest in your brand. By consistently targeting the right people, you can increase conversions and sales rather than taking a scattergun approach and seeing what sticks.
A consistent approach to communication should also be a major part of your social media approach. The detail in your branding guidelines how you as a company will approach social media communications. Ideally, you will respond to users within an hour but a minimum expectation is 24 hours before returning a message.
Your guidelines can spell out how your company as a whole will approach this, and ensure that each person responsible for communicating with your audience does so the right way.
From the tone you use to the speed of response and even how you address the customers, keeping a consistent format is important as it allows you to change the people in the communication chain at your end but the user will not notice the difference.
The post How to Boost Brand Reach and Conversion Rates Through Consistency on Social Media first appeared on PPC Hero.
Why Incorporating User-Generated Content on Social Media Will Increase Sales
For a long time now, brands have requested that their fans submit their images, videos, thoughts, and narratives. User-generated content is an integral component of marketing strategies for several companies. A brand can get a lot of traction from well-run UGC efforts.
Wondering what is UGC? It refers to the content that you publish on your blog, website, or individual written social media platforms and that is outside of your business.
Since UGC is typically earned, it generates highly sought traffic and interaction. If you are still feeling unsure about leveraging UGC in your social media marketing efforts, then read on to get more insights.
Why Is User-Generated Content Required for Brands’ Social Media Marketing?
Let us provide some justifications for why you ought to incorporate User-Generated Content into your social media marketing plan.
UGC Provides Diverse Content
User-generated content is produced by various people with various backgrounds and experiences with your brand. In addition, they each have their own manner of expressing themselves.
You can give your audience something fresh and engaging each time you share content when you use UGC as your primary source of social media content. Your audience is intrigued by your variety of content, they interact with you, and they eagerly anticipate your marketing efforts, which increases your user engagement like never before.
Social Proof is Generated Through UGC
Social media has a significant social proof component. It’s merely one of the factors that promote user-generated content. Every time a new social media trend emerges, its users including ourselves produce content around it.
User-generated content serves that purpose exactly. It gives your audience members a sense of social proof. When a client sees user-generated content in your social media marketing campaigns, they are amazed by how you have provided your customers with a platform to share their opinions. They are inspired to produce content for you, providing you with more user-generated content to use.
Increased Transparency With User-Generated Content
Users struggle to make decisions since there are so many brands growing on social media. However, adding user-generated content to your social media marketing plan gives your company a unique edge by adding transparency and authenticity.
A knowledgeable user who is not being paid for it produces user-generated content. And they’re doing it voluntarily and using social media to express themselves, which makes UGC raw. It increases trust with your prospects and enables them to make more assured purchase decisions.
How To Increase Sales By Including UGC on Social Media
Incorporate Social Media Widgets on Your Website
Your limitations don’t have to be restricted to the confines of social media when it comes to social media marketing. They can be expanded upon and applied to additional consumer touchpoints, such as websites.
If social media is the stage in the marketing funnel that allows you to connect with your target market, then the section where you welcome them is the part of your website because that is where they go to find out more about your business.
Why not make a good first impression and provide them with something they’ll find interesting, believable, and relatable? While social media widgets let you include your chosen social media content on your website, you may use this tactic to attract user-generated content that was made by your clients to your website.
Your website’s performance and dwell time will also improve as a result of this technique, as users will stay on your site longer to interact with the user-generated content.
Showcase User-Generated Content on Your Social Media Accounts
When you upload user-generated content to your social media business accounts, you can take advantage of the variety of content it provides to provide your social audience with some original content.
It will motivate your audience to interact with and recommend your content to their friends and family.
By including user-generated content, you can encourage your audience to interact with your content. As more users interact with you on social media, it reaches a wider audience, enabling you to increase the reach of your company. In order to avoid spammy comments and trolls in the comments section, there is an option to turn off comments on Facebook, Instagram, and other social media platforms.
Publish Social Media Ads
Paid promotions are available on social media sites like Instagram and Facebook. The markets for these promotions are distinct. You can adjust your promotions to better suit your target audience by using various ages, genders, locations, and keyword filters. This will help you achieve the most return on investment.
The disadvantage is that because these campaigns are open to all business accounts on these social media sites, social media is overrun with social adverts that consumers frequently ignore or skip.
So, how will you be able to survive? User-generated content is the answer. User-generated content is what will hold users’ attention when they get tired of skipping over branded and other photoshopped content, compel them to engage, and motivate them to act positively on your social media ads.
In today’s social media marketing space, user-generated content improves how brands interact with their audience and foster a conversational flow between the brand and its consumers. Furthermore, it provides brands with social listening opportunities that enable them to better understand and serve their customers.
This brings us to the end of this post and you are now aware of the few ways in which you can strategically include User Generated Content in your social media marketing moves. Go on and improve your social media marketing with UGC right away!
The post Why Incorporating User-Generated Content on Social Media Will Increase Sales first appeared on PPC Hero.
Showcase More of Your Products on Google Shopping
You’ve done all the hard work, and your Google Merchant Center has no errors or disapprovals but you still find that many of your products are just not showing in your advertising efforts. This can be commonplace, especially for those retailers that have hundreds, if not 1000’s of products that they are wanting to showcase on the Google Shopping network.
Do you just throw more budget at it and hope? Even if you 2x, 3x, or more on your budget, this will not translate to showing 2-3x more of your products, especially if Google has “dialed in” on those products that are consistently converting and meeting your campaign goals.
What about creating a new campaign, just for products that have received 0 clicks? For those that have many products that are not getting any attention, this is an opportunity to have a dedicated campaign that is solely biased towards your products that have had zero clicks, get more awareness, and ultimately, more sales.
Depending on the amount of traffic you generate through Google Ads, and with so many products to showcase, manually trying to do this on an ongoing basis could potentially come with headaches. How often do I check the products? What timeframe should I run this for? How do I separate the products again for those that are getting clicks? When are you going to find the time to do that?
Committing to doing this manually is a brave move, especially for stores with a high number of products, and could potentially add many, many hours to the weekly tasks you already have in place.
There is a simpler solution – AUTOMATE it!
Introducing Google Ads Scripts
Running Google Ads can be an arduous process, with quite a list of tasks & optimizations to consider on a daily, weekly, or monthly basis. Some of these tasks can take time and combining that with multiple clients, there are moments when you’ll feel that there is just not enough time in the day.
The more you can understand how Google Ads scripts work, the more you can look at automating many other functions involved in running a successful Google Ads account. The other advantage of using these Google Ads scripts is that it will give back one of the most valuable assets you have. Your time.
Let’s Get Started
As mentioned, there are some very educated individuals that have taken the time to create scripts for automated functions, and for us non-coders, there is one to automate this process.
To put this together, there are certain tasks that need to be done to put all this into place, which has been broken down into a 4 part process as follows:
- Creating the spreadsheet
- Adding the script
- Adding the supplemental feed
- Building the campaign
Creating The Spreadsheet
Preparing the spreadsheet for your supplemental feed is a fairly straightforward process:
- Open up the free Google Sheets application and create a new spreadsheet
- Enter “id” as the column header for column A1
- Enter the custom label you are using in your script (custom_label 0-4) for column B1
- Rename the tab to “LowVolume”
- Give the spreadsheet a name that identifies what it is
Adding The Script
Equipped with the script code below, we need to add it to the “Scripts” section of your Google Ads account. You can navigate to this area by clicking on Tools and Settings > Scripts
Click on the big blue button and select New Script
Copy & paste the script below into the editor
With the script below pasted, change the following sections:
- Provide a name for the script
- The custom label number you are using in “var CUSTOM_LABEL_NR =” (custom_label 0-4)
- Replace the spreadsheet URL link after “var SPREADSHEET_URL =” with a link to your working spreadsheet
- This is the minimum number of product clicks before it is considered to be “ramped up” and moved off the list. Insert this number after “var THRESHOLD =”
- Click on Save in the bottom right-hand corner when you have updated the script
From the Scripts interface, you should now see your new script. Depending on the number of products you have, you can adjust the frequency of when the script runs and updates the spreadsheet. Once this has been updated, click Save.
Adding The Supplemental Feed
Head over to your Merchant Center, where we will be using the prepared file as a supplemental feed.
- Under the Product menu, navigate to the Feeds Section
- Scroll down to the “Supplemental Feeds” section and click on “Add Supplemental Feed”
- Provide a clear name of the feed and select Google Sheets, then Continue
- Choose the “Select an existing Google spreadsheet” option and select the spreadsheet you created in the previous step, then click Continue
- In the last step, don’t select any Product feed and click on “Create Feed”.
Building The Campaign
Well done on completing the previous steps, especially if this is your first time doing this. Now it’s time to build the Google Ads campaign to showcase these products on the Shopping network. As most should be aware of how to set up a Google Ads campaign, we’ll touch on the finer details that will assist in creating your Low Click Volume Products campaign.
Firstly, whilst there are many options to set up your Performance Max campaign, we would suggest first testing the Maximise Conversion value option, which doesn’t place any restrictions on the campaign to get up & running. You can test the other options, such as adding a target ROAS, but this will come down to how it aligns with your overall goal.
Secondly, use inventory filters to ensure you are only including the products that have been populated in your spreadsheet. This will be the label you have chosen for the spreadsheet and populated in column B, under the custom label header. If this label does not show, ensure that you have the script and its variables set up correctly, even allowing up to 24 hours to be fetched.
You will also use the same custom label to exclude these products from other campaigns, so there is no overlap between the two.
One of the most important aspects of the process and something that we prepared for you earlier. If you’re unable to copy & paste the following code, you can obtain it from here – https://github.com/google/low_volume_skus/blob/main/low_volume_skus.js
So why the need to go through all this?
For store owners, having your products sitting there collecting dust at home or in a warehouse does not help with the growth of their business. This can lead to them discounting the price, sometimes at a loss, when in fact they’re just not getting shown. It’s no different from those products that sit on the bottom of shelves in a bricks & mortar store and never seem to get any attention until they are placed in a more prominent position.
So once you’ve worked your way through the instructions above and implemented it into your account, this new automated process will ensure more of your products are getting seen by your customers.
The post Showcase More of Your Products on Google Shopping first appeared on PPC Hero.
How To Use Statistics in Digital Marketing
Marketing, traditional or digital, relies mostly on human psychology. As a marketer, you can follow a few fundamental customs that have worked for similar businesses in the past but can never be too sure about its success until it works. It’s especially true in the case of traditional marketing, where a lack of metrics is quite evident.
However, with the rise of analytics, numbers have started to play a major role in the success of digital marketing approaches. For example, now that marketers know email marketing, on average they get a return of $ 36 for every $ 1 invested and they can spend a lot more resources on it.
Statistics offer the much-needed support that marketing strategies need to precisely hit the target audience and their pain points. In this article, we’ll discuss the use of statistics in various digital marketing strategies.
1. Use of Statistics in Content Marketing
Content marketing involves producing and distributing content in the form of videos, blogs, and social media posts to stimulate interest in the product or service. Although the objective is to generate sales, content marketing doesn’t explicitly promote the products to the audience.
When you put your first set of content out, a huge engagement and conversion shouldn’t be expected. As you keep uploading content, you start to understand who your ideal audience is and what you can do to refine your approach with content marketing statistics. As a business owner wondering how to grow your business online, closely monitoring the marketing statistics with statistical data analysis methods can help you identify the trends early on, to make the best use of them.
A handy tool for tracking content is Google Analytics. It offers a wide range of metrics including:
- Bounce rate,
- Average session duration, and
If your content is indexed, you’ll start seeing numbers on these pages. If an underwhelming output is perceived, you need to tweak your approach to satisfy the needs of your intended audience.
For example, suppose the session duration is lower than expected without it being a fault of the website. In that case, it tells a content marketer that the users aren’t taking the content as valuable and bouncing back sooner than intended. It empowers the marketer to work on it and try something that may work better—like a long-form blog post.
Another use of statistics in content marketing is keyword research. Content is costly, and resources and money are wasted if you don’t put enough effort into researching the keywords that your content may rank on. The search volume, YoY change, and other attributes are factored in while researching for keywords. Depending on the industry and ranking, you can either go with short-tail keywords or longer ones.
2. Use of Statistics in Paid Advertisements
It’s quite challenging to generate leads and gain customers without paid advertisements. Although content marketing strategies are great for long-term returns, they don’t work well to get quick returns as paid ads do. Social media platforms, search engines, and mobile apps are major sources of paid ads.
Statistics and paid ads are linked together to a great extent. Although it may seem like you can get increasing returns by spending more on ads, it’s often not the case. Even if your ads are optimized, it takes in-depth data analytics to generate a satisfactory ROI.
Irrespective of the platform, you need extensive insights to help you optimize your ads. But let’s keep the discussion limited to Google Ads for they are as effective and complex as you would need.
When starting with Google Ads for any business, different marketers take different approaches. But all of them rely on ad statistics. A common strategy is to start with the PPC model. In this model, the marketer takes the necessary keywords and produces ads that run on a pay-per-click billing system. This often results in great engagement and provides the marketer with insights about the ideal customers and demographics. You can tweak your ads depending on these information sets.
Following the success of the PPC campaign, you can either go with the conversion or ROAS model. However, if your target is to generate leads or increase brand awareness, you may go a different way depending on your requirements and industry.
3. Use of Statistics in Social Media Marketing
Social media has become an integral part of marketing campaigns for most B2B and B2C businesses. Although the average conversion rate from social media is quite limited, being free, they’re great for brand awareness campaigns. However, you may need to tweak your approach and content depending on the particular platform.
These constant “tweaks” that you need to implement in your social media marketing rely on statistics. Even though some platforms have more users than others, they may not be the best for your business and industry.
For example, if you’re an HR SaaS provider, you may find better engagement on LinkedIn than on TikTok. On the other hand, if you’re selling cosmetics, Instagram may be the best place. Marketers should determine which platform deserves their time and resources through statistics.
Statistics is also used in social media marketing to determine the ideal customer profile. As social media users are diverse in terms of their interests and demographics, the harvested data from previous post engagements offer a great insight into who might be your best customer. You can build your sales funnel around their demographic, interests, and behavior to maximize the interactions & conversions.
Social media is also great for understanding customer satisfaction, brand loyalty, and feedback. The homogenous data from the platforms allows social media marketers to understand their prospects better and analyze what can be done to improve unfortunate situations.
4. Use of Statistics in Search Engine Optimization
Search engine optimization (SEO) is not only about indexing a page and backlinking. It also revolves around:
- Mobile Optimization
- User experience
- Internal links
- Domain authority
- And of course—content!
As a marketer, it’s your responsibility to take care of these elements statistically before engaging in other marketing approaches.
Google search console and Analytics are notably competent tools for this purpose. From providing data about search performances to letting you know about the responsiveness of your website, they make it easier for marketers to leverage statistics to their benefit. They also help you check the website speed and keywords. By following the recommendations provided by the tools, you can rank higher on SERPs. You also can use PageSpeed Insights to get in-depth statistics on the performance and user experience.
5. Use of Statistics in Email Marketing
We already discussed how effective email marketing is in terms of ROI generation. But to get that sort of return, marketers fall back on statistics to a great extent. Moreover, as emails are heavily filtered and neglected by the majority of email clients and users, extensive statistical data analysis methods are essential for them to be nearly as effective. Let’s discuss a few of them:
- Clickthrough Rate
It’s the most common tracking mechanism for any email marketer. The clickthrough rate (CTR) is calculated by how many recipients have clicked on one or more links in the email. You can use the data to conduct A/B tests and tweak your future emails to engage more customers.
- Conversion Rate
Conversion rate is determined by the percentage of users who complete a specific action after clicking on a link. It could be purchasing a product or filling out a lead generation form. These stats are highly effective in informing marketers about their emails’ viability and conversion rate optimization.
- Bounce Rate
Different from the bounce rate mentioned earlier, the email bounce rate is the percentage of emails that couldn’t be delivered to the recipient’s inbox. It could be a technical issue or a typo, but you must consider removing the hard-bounced emails immediately. Failing to do so can influence your other metrics negatively.
- Forwarding Rate
The number of recipients that clicked on the “Share” or “Forward” button present in the box determines the forwarding rate. These tracking measures are mostly used for email newsletters and content. However, you may use it to lure newer inactive prospects into making a sale and reaching hitherto territories.
- Unsubscribe Rate
Although not a reliable stat, unsubscribe rates often allow you to understand how the recipients are reacting to your emails. If you’re getting a lot of unsubscribe requests, you may want to change your email marketing strategy before it does more damage.
1. What is the role of statistics in digital marketing?
In marketing, statistics are used to identify market trends, measure and evaluate marketing programs, and assess their effectiveness. In order to be successful in a campaign, it’s important to identify the target market accurately as well as use effective marketing communication channels.
2. What is the best way to analyze data in digital marketing?
Here are some ways to analyze data:
- Site Traffic
- Engagement on social media
3. How does digital data analysis work?
The purpose of digital analytics is to provide you with a better understanding of what and how users are looking for products and services, and how to enhance your customer experience and strategies by analyzing digital quantitative and qualitative data from all the digital platforms.
4. What happens if I disregard statistics and work on intuition?
If you fully devote yourself to your intuitions by ditching statistics, you may succeed a few times, but you won’t be able to provide results consistently.
5. What are some effective tools to source marketing statistics?
Google Search Console, Google Analytics, Ahrefs, PageSpeed Insights, Google Keyword Planner, etc. are great tools for generating data for marketing purposes.
The Bottom Line
Hopefully, you’ve understood how digital marketers use statistics to their advantage. Possibly, if you have ever been involved in any digital marketing efforts, you’ve used statistics to refine your approaches. Statistics help digital marketers make informed decisions to maximize their strategies.
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