Tag Archives: social

Your Blog Design is Bollocks (And How You’re Gonna Fix it)

One page, one purpose. If you’ve spent any time in the CRO world, or read even a single article on landing page optimization, you’ll have heard this catchy little slogan. And yet, unlike the majority of marketing advice containing little substance, this is a phrase which can drastically change the effectiveness of your site’s pages. How? By focusing your page’s intent. Having only one purpose removes extraneous CTAs, helps target your messaging, and makes it easier to track actual success. I mean, if your page has 10 CTAs (and we assume each has an equal chance of being taken) then…

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Your Blog Design is Bollocks (And How You’re Gonna Fix it)

Why Spending $1,000 on Instagram Influencer Marketing is Worth It

instagram influencers

You might have noticed that influential Instagrammers are doing a lot of promotions for brands relevant to their niche. Being such a visual platform, Instagram may be the best platform for you to run your influencer marketing campaign. Maybe you’re tempted to try it out, but you’re not too keen on investing in a platform that you’re not sure would deliver results. So let’s take a look at some of the reasons why it’s worth it to spend your marketing dollars on Instagram influencer marketing. You’ll Reach a Massive Audience While Facebook still dominates social media usage, Instagram is the…

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Why Spending $1,000 on Instagram Influencer Marketing is Worth It

Infographic: This Is Your Brain On Visualization

I’m not going to lie – visual communication is incredibly more effective than just using plain old text. I’ll prove it to you. Which set of instructions is quicker to understand and more effective overall? This: Or this: Obtain a pair of scissors. Hold the bag out in front of you. Locate the perforated seam at the top of the bag. Using your scissors, carefully cut along the perforated line. Discard any excess trimmings. The bag is resealable – so close after using to preserve freshness. Which set of instructions is going to help you get the job of opening…

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Infographic: This Is Your Brain On Visualization

How to Improve Your PPC Reporting (And Your Landing Page Strategy, Too)

Once upon a time, “Pay-Per-Click (PPC)” referred to a digital marketing practice where companies were charged each time somebody clicked on their search engine ads.

But with the rise of social, display and programmatic platforms, PPC marketing has expanded to involve more than search engines alone. These days, PPC specialists run paid campaigns across a variety of channels, and while the territory has changed, the reporting tactics haven’t.

Why your PPC reports aren’t awesome

You’re not alone if you find that the following things are holding you back from the advanced PPC reporting of your dreams.

1. The same words are used for different things

Most PPC specialists still end up pulling the same reports about the same quantitative metrics from Google Analytics. The problem is that different platforms (Facebook Audience Insights, Google AdWords Dimensions tab, Google Analytics, Bing Reporting) speak different languages.

Each platform’s PPC attribution models are different, their user data tracking is different, even some of their definitions are different.

Just look at how we measure “clicks.” On Adwords or Bing, a “click” means someone clicked from an ad through to your website. Meanwhile on Facebook, a “click” could mean clicking from an ad through to your Facebook page, your website, or just reacting to the ad itself.

Cbc GIFs - Find & Share on GIPHY

With different platforms and tools telling you different things, it’s pretty easy to make inaccurate conclusions about your PPC performance.

2. Your reports rely purely on baseline metrics

Tactics and terminology aside, these quantitative metrics don’t paint the full qualitative picture. Seeing that your click-through rates have increased doesn’t necessarily explain why.

If you saw that the cost of bread went down one day, you wouldn’t blindly assume that production of wheat got cheaper overnight. You would look into the expiry date, the shelf date and examine the product to try to understand the story behind the numbers.

So what do your metrics actually mean, and how can they help you drive more qualified traffic to your site? We’re here to help you generate insights from your PPC reports and show you how PPC performance can impact your landing page strategy.

How to Build PPC Reports that Actually Are Awesome

You want your PPC reports to provide takeaways that you can use to optimize your campaigns. There are a few measures you can take, together or on their own, to better understand your campaign performance.

Determine a baseline and track conversions by channel

Surprise, surprise! A conversion is one more metric that differs by channel. This is partly because each platform has a different attribution model, and partly because users have different intentions and behaviours per platform.

For example, cost-per-clicks (CPCs) tend to be cheaper on Bing because there is less competition and a higher conversion rate due to an older demographic:

bing keywords example

On the other hand, it’s easier to max out impression share and budget on Bing because there is less overall search volume compared to Google:

Google keyword example

Similarly, a user landing on your website through a non-branded keyword is less likely to convert than someone clicking through a branded keyword. It can be even harder to identify intent through social platforms, as users scrolling through feeds may come across your ad and engage out of interest but not be ready to convert.

Establishing platform-specific KPIs is an essential step to ensure you know what success looks like on every channel.

Qualify your visitors and monitor by segment

Given that each individual user’s intention varies by platform, it’s important to target your ads where they will be best received.

Instead of assuming every interaction is equal, use your platform insights to identify key audience groups and segment for target personas.

Monitor how your paid traffic fluctuates overall and by target audiences:

  • How do your audiences convert differently across various platforms?
  • How do you measure success differently between your branded and non-branded search campaigns?
  • How are you targeting different user segments through social campaigns?

A great way to identify whether you’re attracting relevant traffic is by keeping a close eye on your Search Query Report in AdWords and Bing. This report allows you to see exactly what people typed into the search engine when your ad appeared, so that you can adjust your keywords accordingly.

Track absolutely everything

Are you noticing an abnormal bounce rate or reduced number of sessions week over week through a specific source or medium? Setting up event tracking through Google Tag Manager can help you better understand on-site behavior and create custom metrics.

Your primary conversion may be an e-commerce purchase, but that doesn’t mean newsletter sign ups aren’t valuable. Tracking micro-conversions can give you a clearer idea of how people are engaging with your site and where there might be gaps in information.

At our Call to Action conference, Dana DiTomaso advocated for Google Data Studio as a great way to combine all your data into custom reports and dashboards.

If you’re doing cross-channel online advertising (which you no doubt are), it’s important to be able to see all your metrics visualized in one place. It makes it easier to draw analyses and gather insights to then share with colleagues or clients.

PPC Reporting + Landing Pages = Even More Awesome

Of course, it’s not enough to just put your conversions and KPIs into a beautiful report — it’s what you do with your PPC insights that matters.

Let’s say you spent years learning how to make smart investments. You met with stockbrokers, studied the market and opened a brokerage account. Would you expect money to just start rolling in? Of course not — because you actually have to invest to see results.

Similarly, in order to make the most of your PPC insights, you have to act on them.

Begin by applying insights from your PPC metrics into your landing pages. You want to customize your landing pages to meet the needs of your key audiences so you can give users exactly what they’re looking for.

To this end, Dynamic Text Replacement (DTR) can be used to sync up search queries to the landing page.

In this example of a landing page for a music school, the instrument type is swapped out depending on which ad is clicked.

Say a website sells furniture. If one user searches for “modern leather sofas” and another for “comfortable leather couches,” the ad copy for each result should reflect the search language.

The ads could then take users to the same landing page, but DTR would generate different titles or subheading text accordingly to match these original search terms. Everything else on the page may be the same, but both users would feel like they found exactly what they were looking for. This keeps landing pages hyper-relevant (and high-converting), and saves hours of redundant work.

Want to preview how you can use DTR to ensure relevance from ad to landing page? Try it out.

Google cares about the relevance of landing pages to ads, and has recently introduced more in-depth Quality Score metrics within the AdWords interface.

This makes it easier to see exactly what is affecting your Quality Score and which area you should improve on, whether it be ad relevance, landing page experience or expected CTR.

By syncing up your ads and landing pages, you can provide a frictionless experience to users and increase conversions.

Strong landing pages can also improve PPC performance as they increase Quality Score and landing page relevance, which lowers your CPC and increases ad ranking. This way, the users receive information that is highly relevant to what they are searching for.

Now to put a now on it

When all is said and done, landing pages should be A/B tested so you know which on-page factors lead to higher conversion rates. That way, your next PPC campaign can be informed by your landing page results, and your future landing pages can be informed by your PPC campaign performance. If that’s not a beautiful full circle, then we don’t know what is.

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How to Improve Your PPC Reporting (And Your Landing Page Strategy, Too)

15 Steps To Creating a Successful Event Marketing Campaign

event marketing

We know what events are. We know what marketing is. But when these two words come together, the whole becomes greater than the sum of its parts. Event marketing is a versatile and impactful marketing channel that is increasingly becoming more critical across various industries. According to Forrester research, events make up for 24% of the average CMO’s B2B marketing budget. This trend only seems to be growing with projections showing that 3.2 million global professional events will be taking place annually by 2020. Statistics like these should come as no surprise. In a digital age where consumers are inundated…

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15 Steps To Creating a Successful Event Marketing Campaign

Science Has Spoken: Here’s Why Your Instagram Posts Don’t Get Engagement

You post image after image on Instagram, but can’t seem to get more than 25 or 30 Likes on each. Your comments are as inactive as a car broken down on the side of the road. You’ve tried every “hack” in the book, but nothing seems to work. Don’t give up hope just yet. A lot of marketers look for the “secret” to get floods of engagement. Well, the secret has less to do with a specific Instagram filter or tactic, and more about understanding how we see and process visual information. Figuring out what attracts a person’s eye to…

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Science Has Spoken: Here’s Why Your Instagram Posts Don’t Get Engagement

Why You Should Have A Local Content Marketing Strategy

You’ve probably heard time and time again that content marketing is important in growing your business’s online presence. When done correctly, it can increase brand awareness, advocacy, and lead to more sales. The problem is many businesses are doing it wrong. Many business owners think they need to be creating X new pieces of content per week, which simply isn’t true. Producing content for the sake of producing content is not a productive use of time and will not rank you higher in Google or drive more sales. Sure the more quality content you can create, the more traffic you…

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Why You Should Have A Local Content Marketing Strategy

Hacking Your User Onboarding Process: 10 Strategies to Try Now

There is some confusion about what the overall objective of the onboarding process should be. Many view onboarding as an opportunity to get new users up and running. However, I prefer to think of it as laying the foundation for a long-term relationship with your brand or application. Particularly for software companies, it’s crucial to focus on your retention rates if you want to be in business for the long-term. Effective user onboarding is an essential first step in achieving this. The best way to ensure that new sign-ups become active users is by delivering value. Your onboarding process should…

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Hacking Your User Onboarding Process: 10 Strategies to Try Now

Infographic: The Evolution of Web Design

26 Years. Over a quarter century. That’s how long it’s been since the publication of the first website in 1991, info.cern.ch. That’s right. That right there is a link to the very first website ever published. Since then we’ve created banner ads, pop-ups, CAPTCHAs, social media, and countless layers of the front end tech stack we enjoy today with HTML5, CSS, and JavaScript. Let’s also ponder what trends web design will follow during the next quarter century. We are definitely getting a VR enabled web. Check out the VRVCA, a consortium of venture capital funds, including HTC and NVIDIA, who…

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Infographic: The Evolution of Web Design

How To Turn Your iPhone Into A Video Marketing Machine

These days, being able to produce video is becoming more of a necessity than a “nice-to-have” for online marketers. Check out these stats: Creating a video of a product increases the likelihood of a purchase by 144% Having a video on your homepage can increase conversion rates by 64-85%. 100 million hours of video was watched on Facebook just over a year ago. Guess what that number is now? As the figures show, video is the future, and video marketing is the key to the right promotion of your product or service. Lucky for us, the iPhone shoots beautiful video…

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How To Turn Your iPhone Into A Video Marketing Machine