KPI or key performance indicators are values that you can accurately measure to show progress. It can be used for a business or personal life, or it can be used in terms of marketing. These are essential values that you can measure and can look at those values over time to know if your progress is advancing or decreasing.
Why set KPIs?
By setting KPIs you can make sure that you actually achieve your business goals and also that will tell you if you won’t. So you can go back to your strategy and you can tweak it and try again. They can be anything that is specific, measurable, and relevant to your business goals.
By improving your conversion rate at each step of your customer journey you can get more customers.
Relevant audience growth
Once you have worked out all your conversion rates, you may discover that your Instagram followers are more likely to buy. So growing your Instagram following could be a KPI.
If you find that your emails are sending you more customers, then one of your KPIs could be growing your email subscribers. When you set KPIs for each phase of your digital marketing and measure it regularly, you will be able to see what’s working and you will be able to go in and adjust your marketing as you go.
Where do you start with KPIs?
Start with your goal and work backwards through the funnel.
Awareness – It helps you to broaden your audience, so you can use things like organic social, advertising, influencer marketing, and large content projects, to help you reach new people. To set a KPI for this, you are looking to grow your audiences on the specific networks and channels that drive the most sales. Start by defining the channels, that are driving the most sales, then devise a plan that is going to help you increase your audience on those channels, and measure the relevant audience growth over time.
Consideration – is the phase, where people are a little bit further through the customer journey and they’re thinking about buying from you. To move more people onto the next phase, you need to reassure them that they are making the right decision. So content like testimonials and case studies, user-generated content, blog posts, and videos that answer every question that your customer may have is what works here. The more of this type of content your customers consume the more likely they are to buy.
What KPIs should we set for this?
You can look at the number of pages viewed by each visitor to your website.
Look at views on key content that is designed to convert.
The time that people spent on your website.
Link clicks to sales content from your social media channels and your emails.
The number of email subscribers you have.
The number of enquiry forms that are filled in.
The number of people that are adding your product to the cart.
Sell– This is the ultimate goal. The obvious KPI for base is sales. But there are other metrics we can measure to see how successful our sales process is. This is where the conversion rate comes into its own. For your KPIs, you want to look at the conversion rate for each phase of the buying process. So from a website visitor to a landing page view, from a landing page view to somebody filling in an enquiry form, from an enquiry form to you setting up a sales call, from there to making the sales.
Set the right KPIs for your campaign – Tips
Choose KPIs that are appropriate for the campaign’s position in the sales funnel. A direct response agency means that they’re not interested in things like clicks and impressions. When they can, they want to get down to sales and revenue. When a campaign’s primary goal is awareness or reach, they will look at things like impressions clicks, post-per-click, click-through-rate, and even video completions to tell how well or campaign is resonating with the target audience.
Be aware of the limitations in your data structure.
The level agency uses the client’s system of record whenever possible for setting KPIs. This is great when the client’s system of record works as it should. When the CRM and marketing automation platforms and the advertising platforms themselves, all talk to each other and pass information between one another, that’s not always the case. If your systems aren’t talking to each other, if we are not passing UTM parameters or other advertising identifiers from the advertising into the sales platform or CRM, we can’t use those metrics as KPIs. That is why it is so important to set up your tracking. If you are not storing information from your advertising campaigns in your CRM, in your sales platform, or your other advertising system of record, you should be.
Choose KPIs that operate on a reasonable time scale. Even if your campaign golds are tied to revenue or other direct sales KPIs, if you have a long sales cycle, it can be really hard to use those Metrics to optimize an advertising campaign. You have to go up the funnel to find the directional KPI that will tell us what the sales will be like in the future.
Evaluate and optimize.
Once you have established good KPIs and benchmarks or targets that tell you how you are doing against each of those KPIs, it is time to set up a regular reporting schedule. KPIs are only good if they are useful. This means that you need to track your progress against them, and the actions that are coming out of those meetings consistently.
When you have more data than you know what to do with, finding effective ways to use the data can be difficult.
For example, with more people using desktop computers, laptops and mobile devices, all of which are generating more data, it makes sense that 90% of the world’s data has been created in the last three years alone. And not just because people create data; this is due to algorithms and other programs that track user behavior and create their own data from it.
In fact, daily global computer usage currently generates more than 2.5 quintillion bytes of data, and this number is only growing due to the proliferation of IoT devices. This is a huge, almost incomprehensible amount of information. And only some of them are useful for specific relevant business interests.
So how can a company sift through the mountain of data it collects every day and find the information that is really useful for improving performance, profits, sales or other operational factors?
These 5 ways are some of the things a company can do to sift through information and find what is meaningful and useful.
1. Accept that Big Data is here to stay.
Big data can look like a huge and unwieldy jumble of random information when viewed in an unpolished way. And in that context, the real temptation is to ignore it. However, to ignore big data is to ignore a major opportunity. For example, data science is a growing discipline because of the value that comes from the ability to sift, filter and interpret what is useful in big data.
People who choose to ignore big data because of its volume are putting their business at risk. The first step to obtaining valuable customer data is to recognize that good data exists and be prepared to mine it.
2. Invest in Analytics
The key to getting the most out of big data, once you recognize its potential, is having the right tools and talents to wade into the ocean of data and find the most useful data. . . sense to you
You should seriously consider allocating some operating budget to analytics. Larger companies may have entire departments dedicated to this work, but while this scale yields results, it is not the only way to obtain useful analysis. Even small and medium-sized businesses can find an analytics solution that fits their size and budget requirements, whether it’s staffing or software.
3. Use Historical Data
People often think of data as a way to predict the future, but some of the most important lessons data can teach us come from the past. A good long-term plan for using customer data is to analyze historical data.
Businesses should always be aware that the best available data is a set collected over time. For example, you should not ignore sales data from the last 5-10 years, even if it is not part of your current digital infrastructure.
Use document management systems and archive this data if necessary, but analysis tasked with obtaining past customer sales data can reveal incredibly useful information about customer behavior and buying habits. If you have existing data, even if it’s not digital, digitize it and make sure your software can access it. Under the right circumstances, it can be much more useful than you think.
Of course, getting information about customer behavior and other data sets can help increase sales, but don’t forget that another way to make more money is to spend less. In addition to increasing sales, the right kind of customer data can also help increase efficiency and reduce waste, which can increase your bottom line.
For example, your customer data shows that more and more of your marketing responses are coming from YouTube and Instagram, and less from Facebook. This may indicate that for your product and target market, you can spend less or reduce your Facebook spend altogether and focus more on platforms that perform well. Let customer behavior data simplify your business.
4. Analyzing Customer Loss
“Customer loss” is a term used to describe the turnover of customers or clients from regular buyers to doing business elsewhere. This is another area where big data combined with analytics can make a big difference.
The purpose of this process is to review your user data and draw conclusions that help explain why some customers remain loyal and others support your business for a period of time and then leave. You may find correlations between declining customer retention and the discontinuation of certain products. Alternatively, you may find that certain sales or seasons bring you a large increase in customers, but they don’t stick around afterward. By focusing on the specifics of customer attrition,
Analytics helps you understand how you can retain more customers and thus generate more consistent profits.
5. Social media is too much data
Up to 80% of the information produced today consists of videos, documents and images, a large part of which is published on social media. Analyzing social media and using the unfiltered, unsorted data it reveals can be extremely useful in not only identifying your niche, but also what the market wants or is looking for.
It is important to understand that the content that appears on social networks can be a symptomatic indicator of other trends and factors that benefit companies that are turning around. So don’t think of social media as a channel to reach your market, but realize that it can also be a window into what that market might be looking for, and you can get ahead of the market to give it to them. Don’t ignore trends, take advantage of them.
More data is generated every day than any human or group of humans can reasonably track. Beneath that data, however, is a wealth of useful and actionable insights. Businesses can only increase sales through strategy and sensitivity when selecting, analyzing, and using the right data correctly.
Tech that will enhance your brand’s customer experience
In the digital world, exciting new technologies such as virtual reality, cloud computing, big data, real-time video connections and “smart” chatbots are redefining how companies interact with their customers.
Staying on top of these developments and trends requires mastering these new innovations and using them in innovative ways to communicate, engage and promote. Organizations willing to embrace the creativity that technology offers and go beyond the “norm” will differentiate themselves from the competition and offer new and richer customer experiences to their customers.
This article examines five of the most talked about technologies of the moment, providing insight into their potential to deliver the best possible customer experience.
1) VR: Engage and Immerse
Perhaps more than any other technology today, virtual reality has the potential to fundamentally change the way we define customer experience.
Customer Experience VR, used by many brands, can engage consumers by providing them with new product or service experiences. Designed to provide a sensory experience, it captures the consumer’s attention and imagination like no other technology, and visionary marketers are making the most of its uniqueness. Image of
Guinness VR booth
Guinness has developed a new VR tasting booth for consumers in Tesco stores in the UK that stimulates all five senses. To present the new beers – West Indies Porter, Hop House 13 Lager and Guinness Draft – the brand used the expertise of Guinness Brewer Peter Simpson to narrate an immersive 360-degree video, while a food and taste scientist from the University of Oxford. Colors, textures, movements and sounds were used to ensure they matched the taste of each beer.
“We have never stopped innovating beer, taste and technology. VR is an immersive way to bring our beer flavor profiles to life. We hope that buyers will appreciate Guinness beer in a new light – and maybe, as a beer, they might not have thought to try anything else. – Halie Ritterman, Global Head of Digital and Data, Guinness.
2) Artificial Intelligence: Communicate and Learn
Although since the 50s, brands have started to effectively use AI for core consumer services. The ever-evolving AI has tremendous potential to help improve customer self-service, improve personalization, and respond to individual customer wants and needs in unique ways.
For example, the Hilton hotel chain. The brand wanted to make artificial intelligence part of its customer experience and partnered with IBM to create the industry’s first robotic restaurant concierge service Watson to answer customer questions. Using cognitive reasoning and robotics, the bot provides unique interactions with consumers, and the more it interacts, the more it learns to provide assistance.
While creating a robot may seem like an extreme example of technology, it shows the potential of artificial intelligence to deliver an unparalleled customer experience. A technology that should not be ignored, it has the potential to communicate and learn, making it a useful technology to improve the customer experience.
3) Chatbots: Improve Responses
Whether or not you believe the Microsoft CEO that “bots are the new software”, the fact is that these particular tools are turning heads. Today’s industry-standard chat, with algorithmic learning that allows it to learn from past conversations and adapt responses, is a great step forward for brands that want to turn simple, routine questions and meetings into an intelligent system.
Adidas Studio LDN Chatbot
Let’s take Adidas as an example of a brand that has figured out how to use this new technology. Using Facebook Messenger and a specially designed AI bot, Adidas was able to increase consumer awareness and engagement with its new community space, Studio LDN. Designed to drive brand engagement, the studio offers free weekly training sessions for women that can only be booked through the chat.
Using this bot helped reduce the time and effort required to sign up for Studio. Realizing that their target market lives fast and busy lives, Adidas has developed a powerful intermediary to ensure optimal conversion.
The campaign resulted in nearly 2,000 people signing up for Studio LDN within the first two weeks, with 80% repeat usage. Adidas believes that 60 percent weekly consumer retention has helped the bot-based booking system speed up an otherwise tedious process and significantly improve its bottom line.
4) Internet of Things (IoT): Multiple Connections
According to studies, businesses are the biggest adopters of IoT solutions due to the benefits it offers. It can improve a company’s bottom line by reducing operating costs, increasing productivity and helping brands expand into new markets or develop new products.
Furthermore, the extent to which IoT enables synergy and connectivity between platforms has catalyzed the growth of new types of products. Brands can now use this technology to foster direct connections between physical activities and digital interactions to execute advertising campaigns across platforms. It also enables an engaging story that allows customers to interact with your product or service.
Products like the FitBit are a perfect example of real hardware that provides users with valuable social capital. Because it’s essentially integrated into the Internet, it’s easy for customers to upload their workout results to platforms like Facebook, which in turn inspires new audiences to buy their own FitBit.
Fitness groups, personal training programs and hobby clubs have all been developed across Facebook, using FitBit to track progress and share data. Simply put, FitBit’s embrace of the Internet of Things ushered in a new fitness paradigm online.
5) Programmatic Advertising: Superior Targeting
With programmatic spending, growing brands are investing in using data to ensure the right ad reaches the right person at the right time. The key to programming is that it uses technology and the resulting analytics to help brands understand as much as possible.
Data protection is the process of safeguarding important information, aiming to minimize business loss by guaranteeing data integrity and availability. Data protection strategies usually consist of a combination of data backup, disaster recovery, and business continuity techniques, and elements like cybersecurity management, ransomware prevention and regulation compliance among others. Protecting data from compromise and restoring data after corruption are the main goals of data protection.
What are the threats?
Here are four situations in which a data protection strategy would come in handy:
1. Media failure
Data protection’s goal here is to make data available even if a storage device fails. This can be accomplished with synchronous mirroring, RAID protection, erasure coding or replication.
2. Data corruption
If data is corrupted or accidentally deleted it can be restored with snapshots or clean copies of data from a storage system at particular points in time. Most storage systems in today’s time can track so many snapshots without any effect on performance. When data is corrupted or deleted a snapshot can be mounted and that data can be restored almost instantly.
3. Storage system failure
Replication technology on top of snapshots helps protect against multiple storage drive failures. With snapshot replication, only changed blocks of data are copied to secondary storage systems that are available if the primary storage system fails.
4. Data center failure
Protection against the loss of an entire data center requires a full disaster recovery plan. Snapshot replication is one replication method that can be costly. Cloud services are another alternative, offering replication and backup products and services that facilitate rapid recovery in the event of a data center loss.
GDPR or the General Data Protection Regulation is described as the biggest milestone in data protection laws, in a generation giving ordinary people unprecedented control over the information companies hold on us. It is all about data rights and privacy to protect individuals.
What’s the reason for the new law?
Today nearly every part of your life can be digitized and tracked. Every picture, every journey, every purchase, and even more of your personal information is collected, stored, and traded by companies and governments. The new GDPR covers things that could identify us – your name, contact details, location of your computer, and personal data. From now on organizations will have to prove they have a lawful reason for holding that kind of data. And more importantly, showing that they keep it safe.
What’s with all the emails?
Companies need to prove your consent if they want to keep information about your name and email address on their system. That’s why everyone’s inbox is bursting at the moment. But some experts don’t think companies need to send all their users’ emails at all. In some cases, companies who are contacting might be acting illegally because if a company can’t already prove consent, they shouldn’t be emailing you to confirm your details.
If you don’t reply to the emails, then that company should delete your information from their system. It is not surprising that businesses are nervous about GDPR. The potential penalties for firms are massive – Up to 4% of a company’s annual turnover. This serious legislation is supposed to empower the people who give companies their data.
What new powers do people get by GDPR?
If a company has to ask for permission to store your data then they will have to be much more upfront about it. If a database of a site you use is hacked, and the information is stolen, then the organization that was storing information will have to tell you about the hack within 3 days and you now have the right to see your data.
What does the new GDPR law do?
The UK government says that it will bring the EU regulation into British law – regardless of how the BREXIT deal pans out. But millions of people outside of Europe are going to be affected as well. Because companies that have operations in European countries all have to sign up to the rules along with organizations based outside of Europe that store data of EU citizens. So GDPR is something, that could affect the way, the whole world thinks about data.
GDPR is supposed to stop data breaches. Facebook has already said that they are going to apply the EU rules to all of their users around the world. Mark Zuckerberg said the social media giant needed to regain users’ trust after the Cambridge Analytical scandal in which the company was accused of using personal data from Facebook users, harvested without their consent, to try and influence elections.
Tips to get your company GDPR complaint
If you are collecting emails which most websites are doing, go and email these people promotional offers, even though they bought just one product from you. Because people are checking out and buying one product, it doesn’t mean that they are opting into continually getting emails from you.
And with that we arrive at the end of the post, we hope you learnt something new regarding Data Protection, why it’s so crucial and how you can do it too. Make sure to follow us on our social media handles below and we’ll catch you in the next one.
Whether you’re starting with your small-scale business or you’re already a full-fledged organization still waiting to live on the internet, the first step in your learning process is Search Engine Optimization. Once a user searches for a particular service, the first result that appears on the page has the highest probability to be clicked on, but getting here isn’t that easy. Hundreds if not thousands of pages are struggling to get here and you’re one of them, let’s see how you can beat this competition.
There’s a similar story going for social media, except the strategies are a little bit different. Yes, we have talked about SEO before and we’ve talked about social media marketing before, but in this article let’s discuss how both of these are interrelated and how you can get started without losing the balance between the two. Let’s get started with Social Media and SEO 101
Search Engine’s relation with Social Media
While you might already know that social media companies track humongous amounts of user data and use it for their machine-learning algorithms to provide better recommendations, you might not know that this data is sold. This might sound scary but it happens at safe levels, mostly. Well, the point here is that data finds one way or the other to seep into other systems, and somehow the web becomes unintentionally interconnected.
Search engines like Google sieve through loads and loads of data to optimize the search results for the user. This is important for us to understand because now we understand how our google search engines are affected by our social media presence and activity.
Understanding Social Signals
Social Signals are nothing but collectively the likes, shares, and comments on social media posts of a particular page as perceived by search engines like Google. These are known for their effect on organic search results by search engines. According to Bigcommerce.com, “These activities are seen as another form of citation, similar to backlinks”. Just like the above example, backlinking is the process of getting your page featured on another site as a reference to some relevant information. This itself explains a lot about the importance of social media presence and reach.
Google also collaborated with Twitter to increase the database furthermore and added the feature of featuring relevant tweets in search results. The number of tweets, retweets, and shares directly affects your ranking while mentions on sites like Reddit can add to it. Social signals were suddenly discontinued in 2014 but still don’t fail to show significant effects.
Social media posts have a higher tendency to be found as the reach is far more than your blog. Posting your blog’s link on social media would create hundreds if not thousands of impressions and if it comes across a digital creator’s article, they might use it to backlink to your page for relevant information, thus positively influencing your SEO.
Now that we understand that Backlinks are the backbone of the relationship between social media and SEO, we must know how to gain valuable backlinks. If we seek value, we must provide value as well, so start with producing and posting valuable content. One will only backlink to your post if they find value in your piece of content, that is when they are convinced that their reader would be satisfied with your information.
Build your social media presence and feed them with relevant content regularly. Promote your posts and start an email newsletter to keep your followers engaged.
At this point, you can pretty much tell that it’s all about the perfect balance between your SEO, Social media presence, and content marketing. Pour in all the value you have to give to your users and readers, keep a steady flow of content flowing, write blog posts, conduct podcasts, and produce videos and infographics. The more engaging your content is, the more attention your page gets. Here are 5 tips to start integrating your social media and SEO.
1. Quality content
And this might be the millionth time we’re saying this, content is the king and the first step towards successful marketing is well-tailored, shareable content that is valuable, informative, and interesting to your audience and fulfills the user intent.
2. Build a profile
A very overlooked step in this hustle is building yourself a robust profile, a profile that introduces you as you and the page’s owner. A trustable source of information is accompanied by a good explanatory profile of the owner
One way to generate quality backlinks other than creating quality content is by reaching out to other bloggers and websites in your industry and asking them to link to your content. It’s important to make sure that the websites and blogs you approach are reputable, as backlinks from low-quality or spammy websites can actually harm your search engine rankings.
Digital marketing with influencers can be an effective way to reach a wider audience and promote your product or service. Here’s how to get started
Identify influencers in your industry or niche who have a large and engaged following on social media or other online platforms.
Reach out to the influencers and propose a collaboration, such as a sponsored post or product review. Be clear about your goals and what you are offering in exchange for their promotion.
Once you have agreed to the terms of the collaboration, provide the influencer with any necessary information, such as your product or a unique discount code for their followers.
Monitor the influencer’s post and track the performance of the collaboration. This can help you evaluate its effectiveness and learn what works and what doesn’t for future campaigns.
5. Social Listening
Social listening is a technique used in digital marketing to track and analyze online conversations about a brand or industry. By monitoring social media and other online platforms, businesses can gain valuable insights into what their customers and competitors are saying, and use this information to tweak their marketing strategies.
To use social listening in a competitive space, follow these steps:
Identify the relevant social media platforms and online communities where your customers and competitors are active. This could include popular social networks like Facebook, Twitter, and Instagram, as well as forums, blogs, and other online platforms.
Set up alerts and monitoring tools to track mentions of your brand, competitors, and relevant keywords and phrases. This can help you to stay up-to-date on the latest conversations and trends in your industry.
Analyze the data and insights you collect from social listening to understand what customers and competitors are saying about your brand and identify any gaps or opportunities in the market. For example, you may find that customers are complaining about a particular aspect of your product or service, or that a competitor is gaining popularity for a feature that you don’t offer.
Use the insights from social listening to inform your digital marketing strategies and make data-driven decisions. You can then use the information you collect to improve your customer service, develop new products or features, or create more targeted and effective marketing campaigns.
Promote your content on social media, using hashtags and other tactics to increase its visibility and reach. Encourage users to share and engage with your content, as this will help to increase its visibility and improve your search engine ranking.
Monitor and track the performance of your social media and SEO efforts, using tools like Google Analytics and social media analytics to understand what is working and what is not. Overall, combining social media with SEO can help to increase your online visibility, improve your search engine ranking, and drive more traffic and engagement to your website. By creating high-quality content, optimizing your social media profiles and posts for SEO, and promoting your content effectively, you can increase your reach and visibility online and reach a wider audience.
Thanks for reading this far! We hope you found this post informative and helpful. If you have any questions or comments, please don’t hesitate to leave them in the comments section below. And don’t forget to follow us on social media for more great content and updates. Thanks again, and we’ll see you at the next one!
It can feel like we are always on high alert in the world of digital media, particularly in paid search, waiting for the next product announcement or new beta that will help us squeeze incremental performance out of our paid marketing budget.
Therefore, it may seem counterintuitive that the product that has been around since Google AdWords’ inception, more than two decades ago, will be the single most significant addition to your paid search program in 2022. That product is Broad Match.
What is the prize’s value?
Google’s internal research indicates that advertisers using broad match and smart bidding experience a 30% average conversion increase at a similar CPA. If your KPI is conversion value rather than conversions, for instance, the exact figure you hear will not deviate too much from this 30% mark, although the exact nature of the test may influence the quoted figure.
In order to provide our clients with the most effective solutions, it is our responsibility as an agency to carry out our own experiments that either confirm or disprove the claims made by our media partners. We have made significant investments in this capability at Brainlabs, and our “Hippocampus” database enables us to track the outcomes of all agency-wide tests.
Two significant findings emerged from our extensive recent testing of Broad Match.
Google’s claims were supported by convincing evidence that we discovered. The median uplift we observed was +19%, which is not a figure to be laughed at even though it was just below the 30% mark.
Perhaps even more intriguingly, our analysis demonstrated how much can be concealed behind an average. Not only did we observe a remarkable median uplift, but we also observed that broad match consistently delivered successful tests. Broad match emerged as the winning variant on 46 of the 54 tests we have documented. A success rate of 85 percent is almost unheard of in digital media testing given the wide range of external factors that can influence it.
But let’s step away from the finer points for a moment. You can’t afford to ignore that number, regardless of whether the increase is 19 percent or 30 percent, especially for a feature whose implementation requires almost no effort. The good news is that your budget doesn’t have to stretch as far as a 19% increase: Instead, you can use that added value to improve your CPA or ROAS goals by enabling broad match and maintaining your current investment.
Broad match is the only solution to paid advertising’s problems.
How did we arrive here?
It’s not hard to understand why broad match has earned a bad reputation over the years. In the past, the presence of a broad match in an account was a sure sign of a hands-off management style, which resulted in subpar results and ads served to users who were not even close to buying your product.
The rise of the broad match has been the story of steady and gradual technological advancement over time. Even though there is a lot of talk about it now, few people outside of Google’s engineering and leadership teams probably could have predicted how big a hit it would be more than three years ago.
In February 2021, there was a turning point if ever there was one. Google informed the industry in one of its most important announcements of the year:
The fact that the algorithm had fundamentally shifted away from syntactic matching to semantic matching was encapsulated in that small print. As a result of this change, broad match stopped being a firehose and became a really useful tool for accurately expanding your ad targeting. The item upgrades haven’t halted there, and today, Google’s vision for wide match keeps on mirroring a gradual process of updates and execution improvements:
Using cutting-edge natural language recognition algorithms, continuously improving data quality and infrastructure, simplifying broad match management, updating the keyword prioritization process, and establishing a joint optimization process for creative, bidding, and keyword targeting. Of course, Google’s current approach to discussing broad matches with advertisers and agencies is anything but subtle.
One of the opportunities that consistently rank highly is the “upgrade your existing keywords to broad match” call to action, which can be found in the recommendations tab of Google accounts all over the world.
The steady stream of product modifications and enhancements will continue despite Google’s bolder communication strategy, with the possibility that many of them will go unnoticed for the most part.
When Is a Broad Match a Bad Match?
In paid search, auction-time bidding is table stakes, as you probably already know. However, this is especially true when the broad match is used. If you aren’t tailoring your bids in real-time with this Google Ads feature, a broad match will almost certainly result in you spending a lot of money on a lot of users who have very little interest in your product at the moment.
However, in the opposite direction of that logic, it is essential to recognize the value that some of those queries that appear to be more fragile bring to the table when combined with smart bidding. We can easily read a search query report, find a few questionable examples, and overreact as humans: We must exclude these queries because they will almost never convert for us!
However, as long as those users have a probability of conversion that is not zero, you are justified in serving an advertisement by setting an appropriate low bid. To be clear, we are not advocating completely hands-off handling of search query reports; you will still need to employ some human judgment. However, if you’re after performance, you should try to give the algorithm as much freedom to optimize as you can handle.
Focusing on the wrong metrics is another common error. After implementing broad match, your paid search account’s dynamics will change, but that’s okay because the numbers you care about will be moving in the right direction. If everything else is equal, switching to a broad match should typically result in the following changes to your campaign metrics:
It is true that some of these numbers are negative, and the less confident marketers in the room are already asking, “Why are my CTR and conversion rate going down?!?”It must be driving less qualified traffic through the broad match!”But the point is that you’ve added value and increased conversions with that additional traffic, and your CPA and ROAS haven’t changed because your bid strategy has paid less for clicks.
Lastly, being able to direct Google’s automation in the right direction is becoming increasingly important. Remember: An algorithm will optimize solely with the intention of achieving a conversion objective. Therefore, you should be prepared to see an increase in low-quality customers if you haven’t developed a conversion goal that is sophisticated enough to distinguish between your most valuable and least valuable customers.
That could mean MQLs that never turn into sales or one-time customers who never return for more purchases, depending on your business. This trade-off can be mitigated by sharing first-party conversion data with Google.
You have every right to be skeptical of broad matches as a mature, world-weary PPC marketer. Make an effort to overcome that, and keep in mind the steady advancements in machine learning.
Keep your attention on the goals of your marketing while you undergo that mental shift, and ideally, consider ways to advance these goals to better target your most valuable customers. However, the most important thing is to act immediately—do not let the 19% increase pass you by. It would not be an exaggeration to say that broad match has reached the point where we would consider it an essential component of your search strategy. If it isn’t on your list, figure out how to bring it to the forefront and start testing right away.
Today is the data age. Companies should actively develop their data-driven digital strategy frameworks to meet growing consumer expectations. This framework is data-driven and will give you insights into how to serve customers better online. It will also help you create more reliable strategies that can deliver long-lasting results. This is known as data-driven marketing.
What is Data-driven digital marketing?
Data-driven digital marketing refers to the method where companies use customer data to predict future needs and wants. Methods such as predictive analysis can help you anticipate or predict changes in their interactions with your pages and/or website. You will then be able to stay one step ahead.
Companies and marketers have endorsed the systematic approach. Forbes reports that 66% of marketers believe this strategy has increased their customer acquisition rates. Like all marketing strategies, data-driven approaches still face many trials and errors. It takes time to harness the power of data to bill effective frameworks to create campaigns that work.
How to be a more Data-Driven marketer?
1. Identify your ideal markets and audiences for your product using data.
Target the audiences and the markets that are the ideal fit for your company. If you invest all the money into marketing and advertising it won’t amount to anything if it is not reaching the right prospect. Using lending data you may find the type of audience that has used this type of equipment before or you may even find an entire industry that you had never even considered before. If you know exactly who you are marketing to, this allows you to adjust for seasonality, anticipate buying patterns, and segment messaging.
Utilizing data and shaping your marketing around it can give your company an advantage in this very crowded field. Companies should not settle for reading data from customers’ interactions with ads and engagements on the site. This can lead to a fragmented view of your customer and could cause you to miss key pieces of insight development. This is in line with the key digital trends in 2021 which relate to non-linear customer experiences.
They don’t just interact with brands through one or two channels. Their journeys often take them through many twists and turn before reaching their conversion goal. Marketers should not only look at first-party data sources but also consider third-party sources to gain a “holistic understanding” of their audiences. This will allow you to gauge who your audience is, what they want, and the messages that resonate with them. This data will allow you to ensure that your business and marketing strategies are accurate and achieve the best results.
2. Target direct competitors
The old days of brand awareness are gone. People know about your brand and they know about your competitors. Always gather information about your competitors. It is important to realize that your company does not have the right to dominate the digital market. Digital executions can be influenced by your direct competitors as they are likely to target the same customers as you.
It is beneficial if you could find out which parts of those competitors can be adapted into your strategies or executions. Competitors’ data is not for you to copy but rather for you to have an improved understanding of what could be successful and how you can improve that strategy to suit your advantage.
3. Try to know your customers personally.
You can use Google Analytics to get first-hand information about your customers’ likes and dislikes. This information can be used to help you create smooth, personalized campaigns that get attention, and traction and take action from your customers. Customers expect more than personal engagement. They also expect that engagement comes at the right moment on the right device and with the right message.
4. Find out the issues to achieve the trend.
Trends are what users tend to follow. However, for marketers, this could be the key to a better digital strategy. Remember that marketing campaigns are only one way to get people to buy what you are selling. It is crucial to identify the root causes of the problem and then figure out how to fix them. Studying the actions of every customer on the website is a very good method. Try to figure out where visitors lost interest, and what other patterns they are following, and use the data to improve campaigns and achieve better results.
5. High digital maturity is key.
Modern business approaches require digital maturity. Studies have found that organizations with high levels of digital maturity performed better than organizations with medium digital maturity. These organizations were also found to be more effect efficient, as well as more likely to win grant increases and are more optimistic about the future.
It is essential to start with the basics of digital maturity. You can start to search for digital tools your company might require. And then you will need to learn and master these tools. If your company is short on time, it can always turn to a data-driven agency to help.
6. Be channel-specific
You reach the channels your customers are using. This information is easy to gather because of modern technology. You can target your audience using information about consumer device preferences. A majority of people are now on their smartphones. Mobile-friendly strategies can be developed to help you reach your customers. It is also a good idea to optimize your websites for mobile viewing.
Targeting your preferred channels will not only improve your targeting accuracy but also simplifies the buying journey for your customers. This will be a win-win situation for both the company and the customer.
7. Have someone else read it.
Data scientists can help you if you need data to drive your business forward, but you have very little or no knowledge about how to turn data into insights. Get help from experts to save yourself and your team. This is one of the key steps in creating a data-driven environment, so that analytics language can match and complement the whole business. Although it may seem daunting to become a data-driven business, with the right tools, the team and the right people you can make it happen.
Your customers’ data cannot tell you everything about your customers. However, it can only tell so much about your customers. This is why campaigns don’t resonate with people as strongly as they do with other marketing. Experts are required to look at data to gain data insights. So try to make your connections mutually beneficial. With that, we will see you in the next one, catch us on our social media handles below.
Avoid repetitive or boring questions. You’re looking for insights into your target customers’ specific wants and needs.
3. Collect and analyze data
Remember those metrics I mentioned earlier? Start tracking them. You can use conversion rate optimization tools like Crazy Egg, Hello Bar, and Google Analytics to make sure you cover all your bases.
As you gather more data, look for patterns. Maybe most of your customers find you via Twitter, for instance, or read your about page before looking at your products. You can use that information to boost conversion rates.
4. Run A/B tests
I can’t stress enough how important it is to run A/B tests. I’m always testing every aspect of my offers because I don’t want to leave money on the table.
Tools like Crazy Egg have built-in A/B testing functionality. This means you don’t have to comb through the data yourself and develop a pounding headache. Instead, you know the “winner” and the winning variant gets the majority of the traffic even before the test concludes.
5. Discover the exact journey visitors take through your site
Mapping your buyers’ journey can yield lots of tasty nuggets of data. Do they read lots of your blog posts? Do they follow you on social media? How far do they scroll down each page?
6. Focus on the content that matters using heatmap analysis
The most important pages on your website, such as your landing pages and product pages, deserve special attention. Run heatmap analysis on those pages to see where people click and how they use the page. You can then optimize it for maximum conversions.
7. Create the perfect page with A/B testing
A/B testing doesn’t stop after just one test. In fact, you might need dozens of tests before you craft the perfect page.
Test your headline, body copy, hero image, CTA, CTA button color, font size, font color, and anything else that might impact conversions.
8. Don’t “guess”
Everyone starts out with a guess, but that’s where the guesswork should stop. Once you’re actively collecting data, make decisions based on what the numbers tell you.
9. Guide your customers
CTAs and directional indicators can help you guide your customers where you want them to go. Be strategic about where you place CTAs, arrows, navigational panels, and other elements.
10. Reduce friction
Remove any elements that give the user pause or promote objections. For instance, if you don’t need a paragraph of copy on your sales page, delete it. Or, if you want to make the information more digestible, turn it into bullet points.
Conversion Optimization Rate Mistakes
Unfortunately, even with lots of information circulating the Internet, business owners still make mistakes when it comes to conversion rate optimization. I’d like to help you avoid the three most common pitfalls:
1. Not adding positive emotional response
In your copywriting, include positive storytelling to help convey benefits. Help your reader envision himself benefiting from your product or service.
2. Not adopting a mobile-first strategy
More than half of consumers use their mobile devices to surf the Internet. If your store isn’t mobile-ready, you’ll turn off prospects.
Multivariate, or A/B Testing? Find out How to Test and Optimize Conversions
We’ve already touched on multivariate and A/B testing. They’re both highly useful conversion rate optimization tools.
A/B testing (also called split testing) is useful when you want to take a granular approach. You want to know how a CTA button’s color impacts conversions, but you don’t want anything else to contribute to the test.
Multivariate testing, on the other hand, works great when you have two very different versions of the same page or asset. Which one appeals most to your target audience?
Choose a testing platform
You can run A/B and multivariate testing manually, but I don’t recommend it. Use a tool to automate the process and get your results faster.
Crazy Egg, for instance, allows you to set up a split test and run it automatically. Crazy Egg will divide traffic evenly between the two versions, then hand you a “winner” once the test has reached statistical significance.
Analyze A/B test results
Once you have your results, record and analyze them. Why did your target audience prefer Version B, for instance? What aspect of the color red or the font Georgia or the wording of the CTA appealed to them?
A/B tests: Conduct A/B tests on any variation of a web page.
Forms: Get detailed information about prospects and turn them into leads.
Advanced CRO Techniques
Once you’ve nailed the basics, you can drill down on more specific aspects of your website’s design, format, and copy to take conversion rate optimization to the next level. I recommend testing all of these facets of your website.
Test big ideas, not small ones. To get big lifts on your conversions, you generally need to try bigger tests. Changing little things like button colors won’t impact many visitors.
Focus on headlines. People use the headline to make a snap judgement on whether or not they should continue. A better headline could easily increase conversion rates by 30%. It’s on the few “small” elements that have a major impact.
Remove fields in your signup form. The fewer steps in your form, the higher your conversion rate will be, usually.
Interview customers. Use customer research to find the primary benefit that your market wants. Also look for the top three objections. Then make changes to your site that focus on the main benefit while addressing the main objections.
Always run an A/B test. Results are often counter-intuitive, we’re still surprised by results. Hard data is the only way to ensure that your idea truly works.
SEO vs. Conversion Rate Optimization: Should You Focus on Increasing Traffic or Converting your Existing Traffic?
SEO and conversion rate optimization might seem like two sides of a coin. One is designed to attract more traffic (SEO), while the other optimizes content for existing traffic (conversion rate optimization).
So which matters more?
In my opinion, they’re equally important. Without SEO, you can’t get traffic in the first place. Without CRO, your traffic will produce fewer sales.
Let’s say you have a pretty good baseline for SEO, but it could use some improvement. First, though, you focus on conversion rate optimization. After a few months of hard work, your conversion rate jumps from 10 percent to 25 percent.
Great work! But it’s not over yet.
Now that you have a good CRO baseline, how do you grow your sales even further? You drive more traffic to your site and get even more conversions.
I’m a big fan of CRO and growth hacking.
Through conversion rate optimization, I’ve vastly improved my businesses’ conversion rates, and I’ve helped my clients do the same.
Sure, it takes work. But once you have the data, you can generate more sales and dominate your industry.
Start by understanding the definition of CRO and how it works. Focus on following the CRO best practices and avoiding the most common mistakes.
Use the best conversion rate optimization tools in the business. Crazy Egg offers an ideal tool. Then keep testing. The more data you have, the better your chances of converting visitors.
Blog conversion rate optimization (CRO) can be a difficult content marketing skill to master. Knowing the major do’s and don’ts is the place to make a start
From the marketing point of view, the main goal of content is no longer to just amuse, entertain, or educate. Rather, it is to convert – convert visitors and readers into customers, users, and subscribers. Your content may be a unique piece of brilliant writing, but if it doesn’t convert it is worth nothing.
However, there are techniques that you can use to turn your great content into a working marketing instrument. Let’s talk about what you can do – and what you definitely should not do – to increase your blog conversion rate.
Out of the many conversion goals, blog content can effectively achieve two:
Make visitors navigate to the sales page
Make visitors subscribe by leaving their email address
With a few exceptions, blogs do not exist by themselves. They are a part of a complex marketing strategy planned and intended to sell a product or service. Naturally, a company wants to sell their own products and makes blog content one of the instruments to push readers to buy. This is where the content creators do their magic to make readers want to click the link or subscribe.
For example, a popular content marketing education platform, Copyblogger, aims at getting more subscribers which is their conversion goal. For that purpose, it places a subscription form on the blog page sidebar. A reader – who probably found the blog post looking for content marketing tips or recommendations – can be engaged enough to decide to enrol in free training and leave their email. Bingo, they are converted!
However, not every piece of content converts and your content marketing strategy may benefit from conversion rate optimization, or CRO, techniques.
Look for CRO opportunities
Start with analyzing your blog posts to identify those that you think can perform better. This is going to be your first stop in increasing your blog conversion rate. Use an analytical tool, for example, Google Analytics, to find blog posts that, on the one hand, bring high traffic but, on the other hand, have a low conversion rate compared to the site average.
These posts will be your primary candidates for conversion rate optimization. High traffic means they are properly searchable and relevant but something stops users from converting.
Try applying some of the techniques below both to your old posts and the ones you are just planning to write. Such a strategy may increase your overall blog conversion rate significantly.
Do’s and Don’ts of blog CRO
Let’s look at the best practices of conversion optimization and the most common mistakes that content creators make when trying to improve their blog’s performance.
Do post frequently
In content marketing, consistency is the magic word. You need to keep your existing and prospective readers engaged with new interesting content published regularly. More posts mean more traffic and, consequently, more leads and possible conversions.
However, how often should you post? Statistics show a dramatic jump in inbound traffic when you post 11 or more times per month. Thus, aim for that frequency and if you can post four times per week, that’s even better.
Another insight into this matter comes from none other than Google. As early as in 2011, Google introduced an algorithm filtering the search results by their “freshness”. Of course, this filtering applies to hot topics or recurring events but also to the information that is updated frequently. Posting often might increase your searchability.
The same principle applies to Google’s featured snippets where the algorithm picks the most recent updates to return after a query.
Don’t be spammy
While achieving an optimal posting frequency is something you should aim for, don’t post just for the sake of posting. Believe me, readers will see through it immediately. If you have nothing to post one day, then don’t post.
Both your loyal readers and visitors who found your blog for the first time expect to see meaningful posts related to your industry. Of course, you can be funny and entertaining once in a while but the main thing is that your content should create an impression of integral, organic flow. Anything that is placed just to fill the gap will stick out and ruin your reputation with users.
Do A/B testing
Experiment until you find the perfect – or near-perfect – strategy that can help you reach a good blog conversion rate. Sometimes little things matter – for example, did you know that the color of your CTA button can play a big role in improving the conversion rate?
During A/B testing, it turned out that red CTA buttons perform better than green ones, which was sort of unexpected as red is usually a “stop” color, while green is the color for “go”. However, the results showed a 34% conversion increase when the red button was used.
You can do similar testing to validate the strategy ideas that you wish to implement. Try several options and compare their performance.
Don’t try all the CRO tips you can find
While setting up your strategy of blog conversion rate optimization, you will come across dozens of lists of helpful hints, tips, tricks, and best practices (ha, you are reading one right now!).
Don’t try all of them at once. Some of them will work for you while others won’t. Test each new option carefully monitoring the results – and remember that proper A/B testing can take up to four weeks, so be patient.
If you try all optimization techniques you can lay your hands on, some of them might produce a certain increase of your blog conversion rate. However, you will not know exactly what worked in your case and keep using unnecessary practices wasting your resources.
Do use calls-to-action smartly
People often forget that CTAs aren’t just for your landing page, but for your blog too. I strongly recommend that you review your CTAs both for the old and new posts. CTAs may be the reason why your old posts do not produce as many conversions as you expect them to. If they are just sitting at the bottom of your post, your readers may just ignore them. Time to revamp your CTA strategy!
There are some CTA design options that you can experiment with:
Place your CTA in the sidebar. The sidebar is where most readers will subconsciously look for extras – links to other content, special offers, and, of course, CTAs.
Tweak the CTA design. You’ve seen how just changing the color of your CTA button can boost the conversion rate. See whether the CTA button design is outdated and needs a facelift.
Consider a slide-in CTA that appears while the reader scrolls the page and does not cover other content. A slide-in CTA has a better chance to attract the reader’s attention and will not annoy them by blocking the content.
Try not to clutter the area around your CTA button. Of course, you might want to use the sidebar space as effectively as possible, but some studies show that reducing clutter around a CTA button can improve the blog conversion rate by as much as 23%.
Make CTAs open in the same window. Users are mostly wary of links leading to new windows and trust them less than those that open within the same one.
Pop-ups can work well. However, they can also prevent Google bots from getting too far when crawling your site, which means you may be scoring an SEO own-goal!
Don’t mislead readers with CTAs
Read what is written on your CTA. Yes, that text that should make people click the button. Does it promise what is actually delivered? Is your “free” offer truly free? Will the user download what they expect to?
Your CTA should be clear on what the user is going to get. If your service is not exactly free, try to avoid this word on the CTA. Disappointed customers may be more damaging to your reputation than non-converted ones.
Another good practice is to avoid vague and general messages on your CTAs. In the image below, the company replaced the unclear “Test it out” CTA with “See demo” explicitly saying what the user is going to get clicking the button. And, by the way, this change led to a conversion rate increase.
This one is in the “No comment” league, but let’s spend some time on it. For all these techniques to work, your copywriting should grab the readers’ attention and be interesting, relevant, and engaging. Most importantly, your content should be alive.
What can you do to make your blog posts alive and vibrant? There are two basic principles:
Write on interesting topics. For each industry, the interesting topics are, naturally, different, but the rule of thumb is to write about the most recent and fresh events and developments. It’s always a bullseye to post your company’s updates – press releases, product news, upcoming events. Besides, monitor your industry sector and provide your own analysis of the recent innovations.
A good practice is to post useful content. Share something your readers can use in their processes – tips, checklists, how-tos, tutorials. Make your posts visual and eye-catching by including images, videos, animations. Your audience will like large, detailed long reads, but you can add some color to them with infographics illustrating your unique research on the subject.
Use bright and lively language. Don’t kill your great content with bland and boring wording. Don’t be afraid to joke, provoke, tease, and make fun of things. However, use these techniques in moderation and only to liven up the topic. Don’t become another Internet troll.
The most straightforward way to create great, engaging content is to be true. Write about real things and experiences, use case studies and quotes that resonate, all this should mean your content will never be boring.
Don’t focus on the volume alone
Some say people don’t read anymore, others say that people love long reads. The truth is that in this case, size does not matter much. What matters is the subject and the way you write about it.
If your content is relevant and engaging, your visitors will read it to the last word regardless of the volume. To reach that, your posts should really resonate with your audience and capture their attention from the first word to the last one. How can you achieve that – read the paragraph above.
At the same time, there are certain guidelines as to the volume of your blog posts. If you are aiming to increase social media sharing, try to write at least 750 words per post. However, for the best SEO results, your blog posts should be around 2,450 words.
Of course, these guidelines only work if you are posting content that helps to resolve real problems. To get high searchability, you need to write on topics that people search for. And, in this case, they will surely read even very long posts.
Content marketing is a wealth of opportunities. The great thing about it is that there are no cookie-cutter principles of how you should organize your blog. You can have a sleek, minimalistic blog or a page packed with graphics and animations – and get the same high conversion rates.
Find your best blogging strategy using the good old trial-and-error method. Test different techniques and tools to see what best fills your conversion funnel with leads. You may achieve an increase in your blog conversion rate by usual techniques, such as homepage and blog redesign to improve the overall user experience, or by non-standard options, such as adding a live chat choosing one of the different live chat software solutions.
Of course, do not forget to promote your blog to increase traffic and get more conversion opportunities. There are ways to increase your presence and visibility and make your brand recognizable among users. Try guest posting, social sharing, or email marketing, for example.
I hope my little list of do’s and don’ts will help you plan your content marketing strategy better and succeed in boosting your lead generation. If you have other ideas and suggestions, I would be happy to discuss them. Do reach out, and let’s talk about how to produce great content!