2401, 2017

Turn Conversations Into Sales With Shopify and Facebook Messenger

Advertising, Facebook, Other, Sales and Marketing|Comments Off on Turn Conversations Into Sales With Shopify and Facebook Messenger

Turn Conversations Into Sales With Shopify and Facebook Messenger
Attention Shopify customers: you can now Turn Conversations Into Sales With Shopify and Facebook Messenger! Chatting with customers in real-time is easy with Facebook Messenger.
1509, 2016

Pay-Per-Click Tips for Beginners

Advertising, Instructions, Sales and Marketing|Comments Off on Pay-Per-Click Tips for Beginners

Ever thought about advertising on Google? Pay-per-click (PPC) ads offer an opportunity to pay only for each time your ad is clicked, essentially buying visits to your site. This article on Pay-Per-Click Tips for Beginners offers great ways to get the most out of your campaigns.

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Starting to manage PPC isn’t easy. You make your first campaign, get some traffic, maybe even get your first conversion. Then you realize just how much there still is to learn!

Following are three recommendations for every PPC beginner to try.

1. Make use of the Search terms report

One of the biggest mistakes a new PPC practitioner can make is a lack of strong keyword targeting. If you’re bringing in the wrong traffic, it simply doesn’t matter how much time you put into your ad copy, landing pages and offers.

The Search terms report shows search queries that triggered one of your ads, along with data about clicks, impressions and cost. You can use this data to refine and inform your keyword strategy. If a search term is performing well, you can add it to your keyword list and further optimize your ads to capture additional targeted traffic; if a search term is bringing in irrelevant traffic, you can add it as a negative keyword to prevent your ads from triggering for this term.

Failing to identify negative keywords is a surefire way to waste ad spend, and failing to identify potential superstar search queries is going to limit your growth. This is why it’s important to make good use of the Search terms report.

So you’ve never looked at the Search terms report? You’ll get there by clicking on the “Search terms” box from the Keyword tab in the AdWords interface. Search terms have been covered up below, but this is the essence of what you’ll see:

AdWords Search terms report

If a search term you haven’t added as a keyword is generating conversions in your campaign, that means it is being attributed to a Broad or Phrase match keyword that has triggered one of your ads; everything here that has generated a conversion needs to be added as a keyword. That’s the simple version.

Secondary indicators of success that you should be looking at when there aren’t a lot of conversions showing up here are (conversely to what you might think) low click-through rates. If a search term here is relevant, but people aren’t clicking on it, you need to add it as an exact match keyword and put a higher bid on it.

Your general strategy with bidding should be to bid low on broad match keywords and higher on phrase/exact match; what this does is tie relevance to ad spend. With broad match keywords, there is a lot of variance in the searches your keywords could be triggered by; use the Search terms report to find new, highly specific searches where your money will be better spent.

2. Create a Gmail Ad campaign

Do you have competitors? Do your customers use a certain set of tools or solutions that make them a good fit for your product? I’m here to tell you that running Gmail Ads might just be the most effective branding campaign you run.

It can be confusing to start, since most how-tos simply tell you that domain targeting is possible, but let’s try to go step-by-step here.

  1. Create a new Display Network Campaign.
  2. Decide what kind of domain targeting you want to try (e.g.,competitors, partners, adjacent products/services).
  3. Enter domains as keywords; for example, for a new product tailored to people who work in startups, we might enter: angel.co, venturebeat.com, techcrunch.com or entrepreneur.com.
  4. Skip ad creation.
  5. From the ad group screen, click +Ad.
  6. Select Ad gallery.
  7. Select Gmail Ads.
Screen Shot 2016-07-29 at 9.14.45 AM

Now that we’ve discussed the how, let’s take a look at why we would do this. Previously, if you wanted to reach users who were interested in these sites, you might try to enter them as managed placements, use display keywords about startups, or reach them via Facebook Ads by targeting users interested in these sites.

Using Gmail Ads now allows us to take a more direct approach to reaching this audience while also maintaining very low cost per click. One of the weaknesses with using a more standard targeting method (like keywords or interests) is that we are relying on metrics that can be very vague. Getting right to people who are actively engaged with a brand simplifies the process.

3. Focus on keywords with low organic rank

In Google Analytics, if you have Search Console connected (and you absolutely should), you are able to see organic queries, along with Clicks, Impressions, CTR and organic rank. If you have a limited budget and are looking for the biggest return possible, this data can be incredibly useful.

Adding search console to google analytics

Did you link Search Console and GA? Perfect.

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Here is where we can start to really make some ground in establishing healthy ROI for our paid campaigns. Of all the keywords above, only #9 (and maybe #1) has a low CTR and poor Average Position; these are the keywords we want to aggressively seek out and add into paid campaigns until they begin to rank better organically. Go deep into your search queries and find the hidden gems.

Your best move may be to export your query data into a CSV and sort by average position. After doing this, simply highlight and pull any keywords with an organic position worse than 5; if this is a huge list, you can narrow down by keywords with a CTR under one percent or impressions over x.

If you’re a small business owner, or if you’re working on a lean paid campaign that is trying to create growth, you should absolutely be doing this. The ROAS of focusing your spend where it absolutely cannot cannibalize any organic traffic should be easily noticeable when you only spend $500 a month.

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The trap you may fall into here is that depending on the size of this new keyword list, you cannot let your performance go unchecked for long periods after doing this. Any time you are adding large buckets of new keywords into your ad campaigns, the volatility that may come in spend and performance means you need to be actively managing your campaigns.

Conversely, if you do have a larger budget, there is evidence that just because you rank well for something organically, it doesn’t mean you should avoid advertising for it. Bing Ads’ John Gagnon, at MN Summit 2015, showed data Bing had analyzed that showed results for organic and paid traffic when running simultaneously or only having organic traffic. Of the increase in traffic that occurred when running ads, roughly half of the increase was in organic traffic. Google conducted a similar study that found PPC traffic doesn’t always cannibalize your organic traffic and was reported onhere.

Go forth and get clicks!

Congrats, beginner! You’re ready to move on to bigger things. Use these tactics and monitor your results for impact. They won’t work for everyone, but they could make a huge impact on your ROI.

-- Article published on searchengineland.com by  on August 24, 2016.
703, 2016

14 Factors Contribute to Viral Success, Study Finds

Blogging, Sales and Marketing, Small Business Advice, Social Media Tips|Comments Off on 14 Factors Contribute to Viral Success, Study Finds

Getting your content to go viral can provide a huge boost to your business. Unfortunately, there’s no surefire way for you to ensure viral success. However, recent findings from BuzzSumo suggest that there are several factors that can contribute to whether or not a post has a good chance of reaching that coveted viral status.
112, 2015

How to improve your Pinterest Profile in 15 minutes

Advertising, Marketing Advice, Pinterest News, Sales and Marketing, SEO, Small Business Advice, Social Media, Social Media Tips|Comments Off on How to improve your Pinterest Profile in 15 minutes

For brands, bloggers, and regular pinners, it’s easy to improve your Pinterest profile for better interaction and a higher following in just 10 short minutes (or less!) Follow these steps to make sure your Pinterest is in tip-top shape. If your account is already optimized in that area, skip it and move on to the next.

1: Optimize board names

Unless your account has over 50k followers, it’s a good idea to name your boards something simple and likely to be searched. This can help increase the chances of your board showing up in board searches. Although “Summer Lovin’ – Had Me a Blast” is a cute name, it’s almost completely unlikely anyone would ever search that. Instead stick to something simple and 1 or 2 words max, like “Summer,” “ Summer Inspirations,” or “Summer Love,” at least until your account reaches a high-enough follower count.

2: Reorganize boards by relevance

Drag the most relevant boards to the top. This includes upcoming holidays, current seasons, boards that are most relevant to your company, or your favorite topics at the moment.

3: Connect Pinterest with your Twitter

It’s quick and easy to attach your Twitter profile to your Pinterest. It’s always a great idea to cross promote social accounts. Increase your Twitter followers while building a stronger fanbase! It’s also completely optional to have your Twitter automatically post each pin you share. We recommend having that turned off so it’s not overwhelming to your Twitter followers.

4: Make sure each board is correctly categorized

Your travel-related board accidentally being categorized under ‘Weddings’ can hurt your Pinterest SEO or worse, have you removed from search altogether. Better safe than sorry! Plus no one likes going into a category and seeing irrelevant pins.

5: Create a secret board you’ve always wanted to start

Just create it and start pinning to it secretly. If it starts coming together, great! Make it public if you’re happy with it and it has at least 10 pins on it. Can’t think of a secret board topic to start? Try something fun and creative! Start an ombre, rainbow, or single color-themed board. Start a Halloween or fall-themed board. Make a board dedicated to your blog or other social media content. Start your first place pins board! The opportunities are endless. Even if you don’t end up making it public, it’s good to try making something new or getting the feel for a newer feature like place pins.

6: Change a few of your board covers

We recommend changing board covers once every week or so to keep your profile looking fresh!

7: Delete abandoned boards

Delete any boards you aren’t regularly pinning to that have less than 25 pins. It keeps your account looking clean and shows that each remaining board has purpose.

8: Leave any group boards you’ve joined & don’t love.

If you no longer contribute to a group board you joined in the past, just leave it.

9: Create a “TEST” secret board

This allows you to test pin images from your website, blog, or images you’re uploading to make sure they’ll pin well. If you ever design pins or make pins out of your own images, this test board will be your new best friend!

10: Copy your Pinterest widget’s code

Copy the code for your profile’s widget, and save it to add to your next blog post or email blast. Find it by clicking on the “<>” button.

3011, 2015

Creating Facebook Ads with Emails

Advertising, email marketing, Facebook, Marketing Advice, Other, Sales and Marketing, Social Media Tips|Comments Off on Creating Facebook Ads with Emails

Are you looking for creative ways to advertise to your customers? Try creating Facebook ads with emails. Here's how to get started:

Facebook ads1. Target your email subscribers with ads

Upload your entire email list right into Facebook as an audience. Use this for a big event or sale, something that they'll want to like, share and comment on. Make sure the message is applicable to the whole group, and design your ad with a similar look and feel to your emails. (Amazon uses this tactic for their Deal of the Day).

2. Divide your email list

Divide your email list into those who have opened your emails, and those who have not. Then divide those that opened your email into those that took action, and those that did not. You'll want to target those that both opened your email and took action. Create an ad that looks similar to the email they opened, but contains a new message and urgency to act (for example, tailor your 20% off sale on parts to include parts and accessories). For those that did not open your email, wait a few days, then target this group for an ad. You can use the same message as the email, since they haven't read it.

3. Upsell purchases

Take a page from Amazon's book, by using Facebook carousel ads to highlight new products that might work for previous customers. (For example, your customer bought a new kid's bike, so you can promote a children's helmet or bell.) Consider segmenting your customers by type of products, purchase amount, purchase date, and/or frequency of purchase. Then create ads for each audience segment.

4. Outreach

We all have a list of people who haven't opened our emails in a while. It's more cost effective to keep your customers than it is to engage new customers. Re-engage your audience with a good Facebook ad. Offer them an exclusive deal, promo code or extended trial. Target this group every 2-3 months.

Looking for help? Contact us to combine your email marketing into a Facebook advertising strategy today!

1211, 2015

Google & Facebook Retargeting Ads

Advertising, Facebook, Facebook retargeting, Marketing Advice, Sales and Marketing, Small Business Advice, Social Media, Social Media Tips, Tips and Tricks for Bike Shops|Comments Off on Google & Facebook Retargeting Ads

Google & Facebook Retargeting Ads

Google & Facebook Retargeting Ads are essential to making more sales.

When people are looking to choose a brand, 97% of them research 3 to 5 brands online before picking one. Retargeting ads keep your brand in front of these potential sales while they go through this research process. Retargeting ads display your banner ads on various websites they browse. Thus, they constantly see your brand when they do things like go to YouTube, or Facebook and check the news. By doing this, you are remembered and trusted. This motivates people to pick you instead of your competition. Contact us today to get started.