Tag Archives: google

How To Easily Put A Form On Your Website

forms

Contact Forms. Everyone wants them on their website. It seems like quite a standard component that anybody should know about like the back of their hand. But it’s not true. Time and again I run into people who are pulling their hair out trying to get a simple contact form (or any type of form) on their site, or accomplishing it in a very long-winded and inefficient manner. This guide will teach you how to use the best tools to quickly create forms and embed them on your website, whether it’s a plain HTML / PHP website or a WordPress…

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How To Easily Put A Form On Your Website

How to Collaborate with Influencers to Increase Your Conversions: Examples and Tools

influencer

Influencer marketing has been on the rise for a couple of months now, but how many marketers really understand how to use the tactic effectively? It’s not really about buzz. A traffic boost is fine, but how often can you really reach out to niche influencers to collaborate on something? They have their own lives and they are pretty busy people. Influencer-driven projects cannot happen too often. You cannot build your site on them (in most cases), and those traffic boosts they trigger are only temporary. But is it possible to use influencer outreach to improve your bottom line? How…

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How to Collaborate with Influencers to Increase Your Conversions: Examples and Tools

How PPC Agency ParaCore Used Clever Account Management to Save a Client $30k in Ad Spend

Before digging into your or your client’s AdWords account, you might need to do some tidying up first. Image via Shutterstock.

When PPC agency ParaCore started working with a niche inspection company, they realized pretty quickly that before they could start optimizing this client’s AdWords account, they needed to do some necessary housekeeping.

The client — who shall remain nameless due to their highly competitive industry — was already pairing landing pages with their PPC ads. However, because they had so many market segments to target, they were juggling 60 different landing pages. This approach was certainly scrappy, but it was also incredibly challenging to maintain and optimize.

The client also lacked insight into both how many phone call leads they got, and exactly where these leads were coming from. Without this data they were unable to attribute leads to the appropriate campaign, making optimization —  let alone determining the ROI of their ad spend — virtually impossible.

In efforts to better manage this client’s account, ParaCore used Unbounce to reduce the number of landing pages from 60 to just four (while maintaining hyper segmentation), set up CallRail for improved phone call conversion tracking, and implemented a negative keyword approach in AdWords that ultimately saved the client $30k in ad spend and lowered the cost per lead over 40%. Needless to say, their client was thrilled.

Here’s how they did it.

Simplify market segmentation with landing pages

ParaCore’s client was already deep in the PPC game. They were spending $10k monthly on Bing and AdWords ads, and they had the wherewithal to pair their ads with targeted landing pages. But in order to target each individual market segment, they were using 60 landing pages (15 markets x 4 services).

Despite the benefit of better segmentation, juggling this many landing pages has its challenges, as ParaCore founder Adam Arkfeld can attest to:

Updating one thing on all landing pages takes forever. If you want to change content, it’s 60 changes. If you want to change something major like design, that’s a huge effort. It’s also just more difficult to track analytics and keep track of all the pages.

So ParaCore’s first task was to take those 60 pages and whittle them down to just a few manageable (but still high-converting) pages.

Using Unbounce’s drag-and-drop builder, ParaCore built their client four pages, each highlighting a specific service.

Using Dynamic Text Replacement on their Unbounce pages, ParaCore was able to reduce the amount of landing pages to maintain. Image via ParaCore.

To ensure they maintained the same hyper-relevance for each market segment, they implemented Dynamic Text Replacement (DTR) on the landing pages, an Unbounce feature which allows you to automatically swap out keywords on your landing page based on someone’s search intent and the corresponding ad clicked.

That is — if someone searches “piano lessons in Arizona” that’s exactly what your corresponding landing page’s headline can read to match their query.

In this example of a landing page for a music school, the instrument type is swapped out depending on which ad is clicked.
Preview DTR in action today to see how it can improve the relevancy of your landing pages.

With the help of DTR, ParaCore could still serve up those 60 hyper-customized messages, but using a much more manageable four pages. Their next move was to set out to optimize those four pages.

Clarify metrics with proper tracking and attribution

ParaCore’s client knew their ads were contributing to massive call volume but they didn’t have insight into the number of calls or which keywords were responsible.

After a bit of initial digging, ParaCore found that 76% of the client’s leads came via phone calls, but according to Adam:

There was so much more we could do to optimize their PPC campaigns if we had more data.

To get said data, Adam et al installed AdWords Call Conversion Tracking and CallRail on the client’s landing pages and set up keyword-level call tracking.

CallRail works similar to DTR, by dynamically populating a unique phone number depending on the original referrer. So when a visitor clicks on an ad and then calls the number on the landing page, that lead is attributed to the appropriate click-through ad.

Attributing your phone call leads to the original ad has never been easier. Image via CallRail.
Don’t know where all your phone call leads are coming from? CallRail integrates with Unbounce landing pages, so you can track which ads and landing pages result in calls. Find out more here.

Not only that, but CallRail allows you to create regional phone numbers, which was especially important to their client. Adam said it was key that their client’s prospects saw “a 480 number for Phoenix instead of an 888 number.”

AdWords Call Conversion Tracking, on the other hand, allowed ParaCore to see which keywords were converting so they could kill the underperforming keywords or ad sets.

For leads that came in through the landing page form, ParaCore also set up AdWords conversion tracking on all Unbounce form confirmation dialogues (a.k.a. thank you pages).

Within four months, this is what team ParaCore had found:

55% of leads came from calls made after seeing the new Unbounce landing pages, 24% came from landing page forms and roughly 20% came directly from ads.

Once they had the data they needed, it was time to actually dig into AdWords.

Optimize ad groups with negative keywords

Now that ParaCore had all the necessary data to determine which keywords were and weren’t working, they could start optimizing in AdWords.

ParaCore’s client had already done a significant amount of keyword research resulting in a robust collection of targeted keywords; however, a review of their analytics revealed not all of them were performing top-notch.

ParaCore added negative keywords to the client’s campaigns, followed by daily negative cleansing (which sounds like something you’d do with a smudge stick and quartz crystal, but is actually just excluding search terms that aren’t relevant).

After the initial cleanse, ParaCore scaled back to periodic reviews to ensure keyword relevancy. They kept an eye on conversion data over the first two months and turned off keywords that were, as Adam put it, “eating up the ad budget without producing good returns.”

Clever Account Management Pays Off

By adding negative keywords to their client’s AdWords account and turning off the keywords that weren’t bringing in results, team ParaCore managed to save their client $30,000 in annual ad spend and reduce their cost per lead by 40.7% in the first three months.

Not only that, with these all of the changes in place, ParaCore’s client was set up to scale. Now when the client wants to add additional markets, the agency doesn’t even have to create a new landing page, they simply “add dynamic text insertion with new phone numbers and local text.”

This kind of progress wouldn’t have been possible had they not first simplified their client’s landing page collection and clarified their metrics. Only then could they turn their efforts toward their client’s AdWords account.

According to Adam, the data collected during that initial exploration “continues to guide our efforts as we optimize the company’s PPC campaigns to bring in the highest quality leads at the lowest cost.”

And ParaCore’s client could not have been more pleased. Their Google+ review says it all:

These guys have been awesome for us so far! We love the reporting metrics they use as it really identifies the important information and tells us a lot about our PPC campaigns. We have also been very happy with how thorough they have been in implementing the crossover from our old PPC manager… All in all, we are very happy to have made the switch and wish we would have pulled the trigger sooner.

Sounds pretty dang blissful to me.

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How PPC Agency ParaCore Used Clever Account Management to Save a Client $30k in Ad Spend

Find Your Call-To-Acton Sweet Spot With Scrollmap

Don’t know exactly where to put your CTA? Should it go up top? Or at the bottom? Is my web page too long? With Scrollmap not only can you determine the best length for your landing page to receive more conversions but you can also know exactly where to place your calls-to-action. Easy to Understand Color Coded Data When looking at Scrollmap you’ll see the hottest area on the map in white, so with the help of the color meter, you’ll be able to see the amount of impressions coinciding with each color on the report. No more not knowing…

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Find Your Call-To-Acton Sweet Spot With Scrollmap

The Crazy Egg Guide on How to Avoid the Reddit Hug of Death

Success. We all dream about it. And this guide is here to ensure your dreams don’t become a nightmare. The nightmare in question? It was originally popularized as the Slashdot effect, now most notoriously known as the Reddit Hug of Death. From the Wikipedia page: “The Slashdot effect … occurs when a popular website links to a smaller website, causing a massive increase in traffic. This overloads the smaller site, causing it to slow down or even temporarily become unavailable.” A massive increase in traffic. That’s the dream. That’s what we are all working to achieve! But imagine the very…

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The Crazy Egg Guide on How to Avoid the Reddit Hug of Death

In a Pinch? Here Are 4 Fast-Acting Methods to Meet Your Growth Goals Every Month

hit your goals

Want to make sure you never miss a monthly growth goal? Perhaps you need a boost right now to get the month moving in the right direction? Then you’ve come to the right place. Big companies like Facebook and HubSpot have lofty growth goals and continue to meet them every month. But how do they do it exactly? Planning of course! That is, consistently planning ahead to meet their goals and then planning for the occasional situation when they need to scrape together their resources and make ends meet. I call this having an ace in the hole. This is…

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In a Pinch? Here Are 4 Fast-Acting Methods to Meet Your Growth Goals Every Month

Follow the Trail of Profits Hiding in Your Website with Crazy Egg’s Confetti Report

Confetti is a compelling report that shows you in high definition where individual clicks are happening on your web pages with colored-coded dots. Being able to visually see where your visitors are clicking can tell you a lot about your web page’s design and how it’s helping (or hurting) your goals and conversions. Metrics Selector In the upper-left corner of the Confetti Report, you’ll see our Metrics Selector. By clicking on the metrics in the legend, you can switch between: Search terms Day of week Time of click Browser …and 16 other metrics! Being able to segment your Confetti Report…

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Follow the Trail of Profits Hiding in Your Website with Crazy Egg’s Confetti Report

How Your PPC Strategy Should Differ on the AdWords Search VS Display Network

As we ramp up for Unbounce’s upcoming PPC week, we thought we’d revisit some of our favorite PPC posts from the archives. This post was originally published in June 2015 but still rings true. Enjoy!

Have you ever been kicking so much AdWords Search Network butt that it made you raise your chest and gave you instant super powers?

You know, the type of confidence that makes you walk with a pep in your step and hair bouncing around?

Confidence
Kinda like this mini-horse. Image source.

Feels AMAZING.

But sometimes you hit a ceiling with the keywords you’re bidding on, and there’s literally no more Search Network traffic out there (since your impression shares are all around 98%).

You immediately think of using the AdWords Display Network, simply because you know there’s more traffic, cheaper clicks and much more potential ROI just waiting to be grabbed.

dog-pee-to-claim-land-FACE-Low-Cost-SpayNeuter-Clinic-FB
Actually, don’t do that. It won’t get you conversions. Image source.

As you may already know, the AdWords Display Network (also known as the Google Display Network/GDN) is the biggest digital ad network in the world. It allows you to advertise on publisher properties like websites, mobile apps, Gmail, YouTube and more.

Compared to the AdWords Search Network, the Display Network also houses the largest viewership of any online platform. YouTube itself has a monthly viewership equivalent to 10 Super Bowls – so it shouldn’t come as a surprise that display advertising is said to capture 34% of all online ad spend and about 10% of all marketing budgets.

But with new channels come different strategies.

What you’re doing on the AdWords Search Network will not perform the same way on the Display Network.

If the Display Network is uncharted territory for you, here’s how you need to adjust your current PPC strategy to get the results you want.

Different user behavior calls for a different strategy

The biggest difference between the AdWords Search Network and Display Network can be seen in the sweet visual I had my designer custom-make below.

unbounce-_chuck_norris

In the “Chuck Norris” action cycle above, you can see how the power of keyword intent in the Search Network can put people really close to taking action (AKA converting), but the Display Network typically has visitors who are a few steps behind.

This is because people who are on the Display Network aren’t actively searching for what you offer. As Erin Sagin puts it, they’re rarely in “shopping mode.”

Instead, Display Network visitors are most likely in the research phase when your display ads are hitting them. They’re on forums, blog posts, or watching that YouTube vid trying to gather enough information to make a decision. They don’t know what they need yet, so your job is create awareness.

If you’re selling more of an “emergency” service like being a locksmith or roadside assistance, then you’ll have a hard time using the Display Network to your advantage.

This is simply because ads on the Display Network are not triggered from a search engine like text ads on the Search Network are. The Search Network works as a demand harvester (your ads are grabbing the intent), while the Display Network works as a demand generator (your ads are creating awareness).

So how do you change your strategy from the Search Network to also make the AdWords Display Network a money making machine?

Create trust and deliver value

As I mentioned, your Display Network ads could be interrupting someone who’s reading the news, reading a blog or watching a video.

Because of that, the level of commitment it takes for someone to stop what they’re doing, click your ad, then call you or fill out your landing page form is high and much more unlikely compared to the Search Network. In other words, you can’t expect to have the same campaign conversion rates on the Display Network as you do on the Search Network.

If you’re offering “Free Quotes” on the search network because people are actively searching for someone who can relieve their problem, it might actually be better for you to lead with valuable educational material (i.e. your content) on the Display Network.

A perfect example of this is my crush of an email marketing company, Emma.

Emma uses the AdWords Search Network to drive sign ups, but they use the Display Network to give you great, fun and actionable value. Here’s what some of their Display Ads look like (click on them to go to the accompanying landing page):

emma-gif-1

emma-gif-2

emma-gif-3

I reached out to Cynthia Price (the Director of Marketing at Emma) and she gave me this golden nugget about how they use the AdWords Display Network:

We get that someone seeing a display ad isn’t necessarily interested in learning more about our product just yet. It’s all about brand awareness, and more importantly for us, trust-building.

So we offer content that we think will be valuable and helpful to our audience’s marketing efforts. It starts our brand relationship off on the right foot, helps them understand the strength of our expertise and paves the way for us to nurture or retarget them in the future.

You already know that content marketing’s core foundation is about adding true value.

Your display ads should be no different.

On the Display Network, your first goal is to establish trust by giving value, and then nurture the visitors down the road to become paying customers.

Revisit your targeting options

Once you have a great piece of content that delivers value and educates your audience, it’s time to figure out how to target it to people who actually want it.

Let’s have a look at the five targeting options that’ve been found to drive the biggest impact on the Display Network.

To illustrate how each one works, let’s pretend you’re a dog walker. Your name is Lori and you live in Huntington Beach, CA. You’ve been advertising on the AdWords search network and this is your landing page:

lori-the-dog-walker

What are your best targeting options?

Placement targeting

Placement targeting allows you to advertise directly on certain publisher sites. This means you could have your ad show up on Forbes or CNN if you’d like.

Best practice advice: Make sure the website or page’s audience is relevant to what you’re offering. Don’t shotgun approach all of CNN – sniper shot individual placements within CNN if you can.

Contextual/Keyword targeting

Contextual/Keyword targeting allows you to give Google your keywords and have it automatically find relevant placements for your ads.

Best practice advice: Mix this with placement targeting to be even more laser focused with your targeting.

Topic targeting

Topic targeting allows you to go more broad than regular placement targeting.

For this, you could target the topic of Pets & Animals directly and cast a wider net, with the possibility of your ads showing up on FerretLovers.com (yes, that’s a real site).

Best practice advice: See what Topic targeting gives you, then exclude unwanted placements from your campaign once things are running and data is coming in.

Interest targeting

Interest targeting is kind of similar to topic targeting, but instead of judging the context of websites, interest targeting tracks behaviors of web users. This targeting method can be even more vague than topic targeting.

Best practice advice: Every industry is different, so always test things out and see the performance. Be quick to pause and exclude irrelevant placements once data comes in.

Combining targeting methods

This is where you’ll have a lot of fun and potentially get better results.

You’re not locked into using just one targeting method with the AdWords Display Network. In fact, Alistair Dent over at Search Engine Watch and many others highly recommend never going with just one targeting option, but combining multiple together.

You can target certain placements with the addition of contextual/keyword targeting to tell Google that you only want your ads to show when a visitor is on CNN and reading an article about dog walking.

Or you can target different interests with contextual/keyword targeting as well.

Create multiple ad groups, each with their own targeting specifications, and see how they perform against each other. Once you’ve hit your stride and conversions are coming in, pause the other ad groups that aren’t working, and make variations of the ad group targetings that are working for you, so that you can squeeze more out of your PPC dollars.

Wrapping up

Wow! Quite a bit of info huh?

Now that you clearly know why your Display Network strategy has to be different from your Search Network strategy, what do you have to lose? Get started now. Try different targeting combinations, and never forget to offer true value.

What have you found to be the best driver of conversions on the AdWords Display Network? How different are your strategies compared to the ones we talked about?

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How Your PPC Strategy Should Differ on the AdWords Search VS Display Network

Learn from the Best: an Interview with Content Marketing Rock Star Andy Crestodina

I first had the pleasure of working with Andy on a Kissmetrics blog post five years ago. A few months after his post was published, I looked at our traffic in Google Analytics and said: Whatever Andy touches becomes magic. The electric sparks that shoot off his finger tips as he types turn into thousands of social shares, ten of thousands of pageviews, and more importantly – unbelievable wisdom that his readers consume. Let’s get inside his head for a moment and learn a few new things! 1. In the current state of inbound marketing, are people getting suffocated by…

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Learn from the Best: an Interview with Content Marketing Rock Star Andy Crestodina

Building A Simple AI Chatbot With Web Speech API And Node.js

Using voice commands has become pretty ubiquitous nowadays, as more mobile phone users use voice assistants such as Siri and Cortana, and as devices such as Amazon Echo and Google Home have been invading our living rooms.

Building A Simple AI Chatbot With Web Speech API And Node.js

These systems are built with speech recognition software that allows their users to issue voice commands. Now, our web browsers will become familiar with to Web Speech API, which allows users to integrate voice data in web apps.

The post Building A Simple AI Chatbot With Web Speech API And Node.js appeared first on Smashing Magazine.

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Building A Simple AI Chatbot With Web Speech API And Node.js