Tag Archives: business

Thumbnail

Online Marketing Steps You Can Take to Make Your Small Business Stand Out

Online marketing tips for small businesses

Content, brand stories, and social media have been dominating marketing conversations for years now.  Big brands are creating whole platforms of content that may or may not even feature their products. Social media is exploding with businesses that don’t advertise any other way. And it’s all moving a mile a minute. It makes a small […]

The post Online Marketing Steps You Can Take to Make Your Small Business Stand Out appeared first on The Daily Egg.

Originally posted here – 

Online Marketing Steps You Can Take to Make Your Small Business Stand Out

Thumbnail

How I Increased My Website Traffic by 80% in 6 Months [Case Study]

website traffic

Let’s face it: Your website traffic has an indirect impact on the profits of your business. Poor traffic generation will typically lead to poor conversions. And as we know, poor conversions generate low revenue, leaving your business with little to no profit. The major misconception about generating website traffic is that you need to create […]

The post How I Increased My Website Traffic by 80% in 6 Months [Case Study] appeared first on The Daily Egg.

Originally from: 

How I Increased My Website Traffic by 80% in 6 Months [Case Study]

Thumbnail

Quick Ways to Make Your Google Ads Stand Out from the Competition

Google Ads amounts to billions of dollars in revenue for the search engine giant, but what about your revenue?

Standing out in this competitive—and, let’s face it, cluttered—environment can be a huge challenge for advertisers, especially if they’re just starting out. There’s only so much space on a search results page to go around, after all.

As we enter the 2018 holiday season, it’s the right time to take a good, hard look at your stale ads. It’s time to breathe some new life into them.

With that in mind, here are the features the pros use to stand out from the competition:

The Latest Expanded Text Ads

Google made their standard text ads larger by introducing expanded text ads (ETAs) in 2016. The increased character count was a boon for advertisers because it enabled messaging to reflect more of the advertiser’s key incentives.

Experts jumped on this new format immediately, even though Google didn’t require they switch until January 2017. Even then, advertisers could continue to run standard (shorter) ads, but they couldn’t edit them or launch new ones.

Some people hesitated, but advertisers who were slow to switch were at a disadvantage compared to those who immediately moved to the new format. The go-getters ended up with a huge head start since ETAs proved to have higher clickthrough rates (CTRs) than standard ads.

(And good CTRs = good quality scores = lower CPCs = better ad positioning.)

Now you have this opportunity again!

In August, Google further expanded their text ad format—expanded expanded text ads?—but taking advantage of these new character limits is still optional (hint: you should use them).

The latest iteration of expanded text ads introduces a second headline and more characters to all text fields, making text ads even more prominent. Here’s what’s new:

  • An additional, optional headline of up to 30 characters
  • An additional, optional description line
  • Both description lines can now be up to 90 characters (increased from 80)

And here’s a comparison of the three ad formats:

Google’s expanded text ads give you more space to connect with prospects.

These longer character counts may not sound like much—oh boy, ten more characters!—but they add up and can have a significant impact on how your ads look (and how they convert). See for yourself how the three types of ads look in a side-by-side comparison:

An example of how these ads appear in the search results.

The new ETAs feature up to 218% more text than the original “standard” format. As expected, search experts are already updating their ads to capitalize on the latest change—and this time you should too!

Even though the extra headline and description won’t show up all the time, they’ll help you stand out when they do by making the ad itself bigger. The third headline also gives you an extra thirty characters of highlighted blue text at the top of your ad.


Ad Extensions

Ad extensions are optional snippets of text that users can append to their ads. Google introduced the first extension—sitelinks—way back in 2009. These short links appear beneath the ad and direct searchers to different pages of the advertiser’s website.

But why stop there? There are now ten different types of manual extensions and six automated extensions that advertisers can use to compel more clicks:

Google ad exensions are free to implement and often improve your ad’s CTR.

On average, an ad’s CTR has the potential to improve by 10-15% per extension. Aside from adding functionality, extensions increase the surface area of your placement and are free to implement, so they’re a no-brainer.

Though every ad extension is potentially useful, there are four (highlighted in yellow above) that you must use (if you’re not already). This is because they’re easy to implement and they allow you to feature critical incentives and information about your business that would otherwise take up valuable ad copy.

1. Sitelinks

Sitelinks are valuable because they allow you to link deeply into your site. The number of sitelinks associated with your ad varies from 2 to 8. A great tip is to create specialty landing pages for each sitelink which are goal oriented and customized to the link. You can customize sitelinks at the ad group level too, making them even more relevant to specific searches.

Expert Tip: The Unbounce Builder is an excellent tool for quickly creating landing pages that match your ads’ sitelinks.

2. Callouts

Callout extensions can be up to 25 characters each and are not clickable. They promote features, benefits, and selling points of your business. They’re also a great way to highlight specific qualities of your business that you don’t have room to showcase in your primary ad copy. For instance, 250 5 star reviews, 5 convenient locations, all credit cards accepted, etc.

3. Call Extensions

Call extensions add a phone number without wasting any of the primary copy. On mobile devices, a callout extension lets people tap a button to call your business directly. Implementing call extensions is quick and easy, so you should include them in all applicable ads.

4. Structured Snippets

This extension gives users the option to include a list of products or services beneath their ad. Structured snippets contain a category header (e.g., services) followed by a list of items (e.g., pet grooming, pet sitting, dog training, de-shedding).

Using all of these snippets is a great way to differentiate your ad from competitors’ ads. You can get creative too. For example, if you’re a B2B database host, you could list the features included in your service (e.g., Cloud Automation, Advanced Security, Easy-To-Use Data Browser).

It’s worth noting, though, that when it comes to the categories you can choose, you’re restricted to Google’s preset list. The full list of snippet categories (headers) is available here. Here are some other structured snippet examples based on different ones:

  • Amenities: Free WiFi, Sauna, Early Check-In, Concierge Service, Continental Breakfast
  • Brands: Urban Decay, bareMinerals, Nyx, Tarte, Too Faced
  • Courses: Financial Training, Investment Banking, Business Economics, Fundraising

Using a few of the available extensions creates more opportunities to capture your prospects’ attention. It can even push your competition further down the page!

Here’s an example of how an ad would appear if all the above extensions showed at once:

An ad with structured snippets, call, callout, and sitelink extensions enabled.
Expert Tip: Not all ad extensions show up all the time, and they appear differently on mobile devices versus desktops. Google’s system tries to match the most appropriate extensions to the most relevant searches.

Geotargeting and other important settings

Implementing ad extensions along with the latest ETA format is sure to get advertisers more clicks. Yet this can be a double-edged sword because (sadly) most of us don’t have an unlimited budget.

Fortunately, there are some settings and features that you can (and should) use to minimize clicks from unqualified traffic. The settings we’re going to focus on are bid modifiers, geotargeting, remarketing for search ads (RSLA), ad scheduling, and negative keyword lists.

Bid Modifiers

Bid modifiers, or adjustments as Google calls them, enable you to increase or decrease bids based on when and how people search. Bid modifiers can apply to devices, locations, ad scheduling, and more. Advertisers bid up or down by percentages.

For example, if you want to bid more aggressively on mobile searches, you can adjust your bids to +30% for mobile devices. Likewise, if you want to appear for desktop searches, but would rather pay less for these types of clicks, you can adjust your bids to -30% for desktop devices.

Expert tip: Use Google’s reporting tools to test how your modified segments are performing and adjust bids regularly. You can review performance by location, audience, device, time of day, and more right from the Google Ads main interface.

An example of locations segment (via Google Ads)

Geotargeting

There’s more to geotargeting than just showing your ads in your desired locations. You can also refine where your ads appear by excluding certain locations and regions. You can get granular with this too by increasing or decreasing bids to your targeted areas using bid modifiers.

Geotargeting improves your ROI by minimizing clicks from unqualified prospects (e.g., people outside of your service area, neighborhoods below a certain income threshold, etc.). So it’s well worth the time it takes to set up and refine.

Ad Scheduling

Maybe you’re not open on weekends. Maybe no one is operating the phones after 8 pm every night. Maybe your strongest return on ad spend occurs between the hours of 10 am and 1 pm every day. Once you figure out the best time of day for your ads to appear, you can use scheduling to choose exactly when they show. This is an especially great feature when you have a limited budget.

Remarketing for Search Ads (RSLA)

Remarketing isn’t just for display ads anymore! This feature allows you to target search ads to people who have already visited your site. Your ads then appear when they search on Google for the keywords you’re bidding on. You can either append RSLA lists to existing ad groups or create groups that only show ads if a searcher is on your remarketing list. Google provides detailed instructions for setting up RSLA campaigns. It’s definitely worth investing the time to read.

Negative Keyword Lists

You can ensure your ad isn’t triggered for undesirable keywords by creating negative keyword lists and applying them at the account, campaign, or ad group level. The new Google Ads interface makes creating and assigning negative keyword lists simple. Create themed lists (e.g., competitors, locations, common terms) and assign them based on account performance or structure.

Expert tip: Check out Google’s search terms report to see exactly what people are searching for when they look at your ads, and then use this info to build your negative lists.

We’ve only scratched the surface…

The good news is that there are things you can (and must) do to make your brand stand out and to ensure it’s reaching the most qualified prospects.

Google gives you some powerful tools to help improve the clickthrough rate of your ads, which contributes to a higher quality score. And, in turn, higher scores help drive down your cost per click, give you a higher impression share, and make your ad more likely to show up than your competitors’. They can even help your ad appear at the top of the search results.

But blindly implementing these tips can only help you so far.

It should go without saying (but we’re saying it anyway) that you should test all ads with different ad copy (and extensions) and then refine them based on actual performance.

Effective ads—even those loaded with ad extensions—are also only part of a good PPC strategy. Landing page optimization, tracking, A/B testing are critical practices for a successful campaign. Setting clear goals is also very important.

It’s also helpful to see what the competition is doing by reviewing competitor ads, landing pages, and incentives. Google’s Auction Insights report allows you to see who is bidding against you and their impression share compared with yours. Make sure you’re reviewing your competitive data monthly or quarterly. It can help you plan and revise your keyword and ad copy strategy.

An example of an auction insights report (via Google Ads)

Industry tools like SEMRush, KeywordSpy, and SpyFu also provide competitive information and enable you to automate monitoring. They’re worth checking out—you can be sure that most experts use them!

Even if you don’t dig deeper into the competitive data, however, implementing the above settings and ad extensions—as well as taking advantage of the latest expanded text specifications—will put you ahead of the competition. So get started today!

Source: 

Quick Ways to Make Your Google Ads Stand Out from the Competition

Thumbnail

The future of the digital customer experience: 6 Experimentation trends for disruptive businesses in 2019

This past September, hundreds of specialists at organizations across industry verticals flocked to at #Opticon18, the largest experimentation conference in…Read blog postabout:The future of the digital customer experience: 6 Experimentation trends for disruptive businesses in 2019

The post The future of the digital customer experience: 6 Experimentation trends for disruptive businesses in 2019 appeared first on WiderFunnel Conversion Optimization.

Taken from: 

The future of the digital customer experience: 6 Experimentation trends for disruptive businesses in 2019

Thumbnail

Expert Brand Building Tips From Klaviyo’s Ecommerce Summit, Part Three

Klaviyo brand building

Welcome to Part Three of my blog series covering just a few of the things I learned as an attendee at Klaviyo: BOS – a wonderful two-day summit run by one of my favorite local startups. In Part One I focused on how ecommerce companies can attract and convert website traffic to their businesses with session recaps of “Using Google To Grow Your Online Store,” “SEO for Ecommerce,” and “You Got Them To Your Site – What Now?” In Part Two I shared email design tips for nurturing and retaining website leads from these two top-notch sessions: “Email A/B Testing: Beyond the…

The post Expert Brand Building Tips From Klaviyo’s Ecommerce Summit, Part Three appeared first on The Daily Egg.

Visit link: 

Expert Brand Building Tips From Klaviyo’s Ecommerce Summit, Part Three

Thumbnail

What is Customer Retention, Importance, Examples & Techniques

customer-retention-introduction

Your best customers don’t just buy one product or use your service once. They come back again and again for more. Customer retention increases your customers’ lifetime value and boosts your revenue. It also helps you build amazing relationships with your customers. You aren’t just another website or store. They trust you with their money because you give them value in exchange. What what does customer retention mean? And how can you achieve customer retention through relationship-building strategies? Let’s explore these concepts in depth and look at a few examples that you can apply to your own business. What is…

The post What is Customer Retention, Importance, Examples & Techniques appeared first on The Daily Egg.

More: 

What is Customer Retention, Importance, Examples & Techniques

Thumbnail

Customers, Come Back! Learn How to Use Customer Retention to Your Advantage

customer-retention-introduction

Your best customers don’t just buy one product or use your service once. They come back again and again for more. Customer retention increases your customers’ lifetime value and boosts your revenue. It also helps you build amazing relationships with your customers. You aren’t just another website or store. They trust you with their money because you give them value in exchange. What does customer retention mean? And how can you achieve customer retention through relationship-building strategies? Let’s explore these concepts in depth and look at a few examples that you can apply to your own business. What is Customer…

The post Customers, Come Back! Learn How to Use Customer Retention to Your Advantage appeared first on The Daily Egg.

Continue reading: 

Customers, Come Back! Learn How to Use Customer Retention to Your Advantage

Thumbnail

How to Optimize Your Website for SEO and Conversions

optimize-website-seo-conversions-introduction

Have you learned how to optimize your website for both SEO and conversions? If not, your website isn’t working as hard as it should. SEO and conversions might exist in separate parts of the marketing sector, but they’re inextricably linked. If you have good SEO, you can attract more traffic and get more opportunities to convert potential customers. A website optimized for conversions typically has better metrics, such as time on page and bounce rate, which means that Google might rank it higher. The following tips and strategies will teach you how to optimize your website for both SEO and…

The post How to Optimize Your Website for SEO and Conversions appeared first on The Daily Egg.

Read this article – 

How to Optimize Your Website for SEO and Conversions

Thumbnail

10 Common UI Design Mistakes That Are Killing Your Conversion Rate

ui-design-cluttered-layout

Leonardo da Vinci said, “Simplicity is the ultimate form of sophistication.” Whatever I’m designing, that is my mantra. It’s also one of the basic requirements for effective UI design. In order to attract, convert and retain, user interface must satisfy three criteria: It should be engaging, beautiful and elicit an emotional response from the user. The same applies to almost every other work of art; the only difference is, art can endure a certain dose of complexity. UI can’t. Being a vital part of UX, UI is one of the key factors that influence conversion rates. Conversion, on the other…

The post 10 Common UI Design Mistakes That Are Killing Your Conversion Rate appeared first on The Daily Egg.

View original – 

10 Common UI Design Mistakes That Are Killing Your Conversion Rate

Thumbnail

The Most Effective Ecommerce Lead Generation Tips and Strategies

ecommerce-lead-generation

I have some bad news for you. It might hurt. Everything you’ve read about lead generation strategies might not apply to your business. Why? Because ecommerce lead generation is different. If you run a business outside the ecommerce family, feel free to check out another Crazy Egg article that applies to your company. For those of you in the ecommerce market, though, we need to set a few things straight. I’m going to share with you my best tips for effective ecommerce lead generation, and you might notice that they’re not the same as the tactics you might use for,…

The post The Most Effective Ecommerce Lead Generation Tips and Strategies appeared first on The Daily Egg.

Follow this link: 

The Most Effective Ecommerce Lead Generation Tips and Strategies