Utilizing Google’s Test My Site Tool to Improve Mobile Performance

Those of us managing paid media accounts might be neglecting strong insights which are available to improve our mobile sites. This is especially true when using Smart Bidding since device bidding is relatively hands-off compared to Manual CPC bidding. Google Ads updated their Test My Site tool earlier this year to include more custom recommendations for mobile site improvements.

While Google Ads account managers likely have little power to improve mobile site speed, mobile user experience directly impacts the performance of our marketing initiatives.

Mobile Speed Metrics

To begin, let’s review the mobile speed metrics available in the Google Ads UI. Once you’re in the Landing Pages view in Google Ads, you can see each of these metrics for your landing pages. The below example shows that several landing pages have less than a 7/10 on mobile speed score. While all of these pages are mobile-friendly, there are needed improvements to load times.

  • Mobile speed score
    • Measurement of mobile page load time on a scale from 1-10
  • Mobile-friendly click rate
    • Percentage of clicks going to what Google considers a mobile-friendly page
  • Valid AMP click rate
    • Percentage of clicks going to an AMP page

Test My Site Tool

To begin the testing process, enter the domain of your site on this Test My Site page. The tool then provides a rating and monthly trend. Below are the results for the website where we’re seeing 5/10 and 6/10 mobile speed scores. Advertising outside of the United States? Google provides a drop down for different countries and networks.

Building a full report using the tool is simple. The Test My Site tool next walks you through steps to benchmark your mobile site’s performance.

Comparing Against Competitor Mobile Site Speed:

Input domains of your top competitors to see how your site compares. Comparing this report to auction insights of the same domains can help in developing insights as to why certain competitors in the auction are able to spend significantly more than you.

 

Estimated Revenue Improvements:

The Test My Site tool even provides an estimated lift in annual revenue based on current site visitors, conversion rate and average order value. This estimate can help clients and colleagues understand how much a poor mobile site speed is impacting overall revenue.

Specific URL Recommendations:

I find this section of the tool most useful. Google provides specific recommendations for any URL on your domain. For example, the below recommendations are for the highest spending landing page in the Google account that currently has a 5/10 mobile speed score in Google Ads. Rather than ask a developer to improve mobile speed, provide these recommended mobile site updates to point them in the right direction.

Once you complete each report step, share with your clients or colleagues and begin making the recommended improvements.

Additional Mobile Testing Tool:

Mobile/Responsive Web Design Tester

This Chrome extension allows you to see what landing pages look like on specific mobile devices. Oftentimes, mobile user experience is an afterthought. Before utilizing new landing pages in your ads, preview the page using this tool. Better yet, do an audit of your top trafficked landing pages and identify opportunities for mobile site improvements.

Source: https://www.ppchero.com/utilizing-googles-test-my-site-tool-to-improve-mobile-performance/

10 Creative Lead Gen Examples Sourced from Marketing Legends

10 Creative Lead Gen Examples Sourced from Marketing Legends

Lead generation is the number one challenge for marketers today. And it’s only going to get harder now that most Google search results pages have become saturated with promotional lead magnets masquerading as “great” content.

There are millions of free resources out there already competing for attention. And customers are quickly catching on to the fact that most of these “Ultimate Guides to Dog Grooming” aren’t really worth giving up their personal information for.

Jessica Meher, VP of Marketing at Notarize, put it really well on Twitter:

https://platform.twitter.com/widgets.js

To stand out, you need more than quality content. You need to think outside the box. Try something a little bit different. Maybe even a little bit experimental.

For inspiration, we talked to some of the most legendary marketers working today and asked them to share their most creative lead gen examples. And believe me—some of these folks needed QUITE a bit of convincing to spill their most useful and interesting ideas.

But we got ‘em here for you: 10 unique examples lifted straight from the private swipe files and secret marketing playbooks of the pros. Use these ideas as inspiration for your next lead gen campaign. Or, just keep them handy for the next time you want to try something more interesting than creating another ebook or webinar.

Ready? Let’s get cooking.

Jump to a Creative Lead Gen Example

  1. Create an Interactive Tool
  2. Embed Your Lead Gen Forms in Videos
  3. Interview a Third-Party Expert
  4. Send Attention-Grabbing Direct Mail
  5. Share a Customer Experience to Spark Brand Searches
  6. Connect via Communities
  7. Promote a Personalized Template
  8. Look for Unique Cross-Promotion Opportunities
  9. Start an Interesting Side Project
  10. Publish a Surprising Quiz
If you’re creating a lead gen campaign, make sure you check out our professional landing page and popup templates. You’ll be able to optimize your page design to earn more conversions and qualified leads.

1. Create an Interactive Tool

There’s a good reason why so many brands—including HubSpot, Moz, and, yes, even Unbounce—have invested time and effort to create free tools. Tool-based marketing is popular because even simple interactive ideas can generate boatloads of qualified leads.

For example, Larry Kim, CEO of MobileMonkey, says they developed a Free Keyword Tool for the Wordstream website. Marketers could use it to research and prioritize new keywords in just a few minutes.

And while developing an interactive tool might seem like a lot more work (you might need someone who knows how to code), Larry says they were able to generate a huge number of leads as a result.

Creative Lead Gen Example Create an Interactive Tool

Here’s how the tool works: you start out by entering a keyword or website URL that you’re interested in analyzing. To hone the results, you can also choose the industry and country you want to focus on.

What makes this tool particularly clever is the way it displays the results. Hit the “Search” button, and you’ll instantly be able to see some of the related keywords. But all the other information? It’s hidden, blurred out, or obscured in some way.

Creative Lead Gen Example Create Interactive Tool

This smartly creates a curiosity gap for visitors, who feel like they’ve already started the process of doing research on their keyword. All they need to do is take one teeny-tiny extra step to get their results.

That final step? You gotta give up your email address.

Boom, lead generated.

This simple tool took just 3 months to build, yet has generated over a million email signups.

PRO TIP: Even a simple tool can be expensive to create. When considering your tool-based marketing idea, speak with a sample of your target audience first to see if they’d be interested.

2. Embed Your Lead Gen Forms in Videos

I believe it was old Billy Shakespeare who once wrote: “To gate or not to gate? That is the question. Whether ’tis nobler in the mind to suffer the slings and arrows of outrageous website traffic, or ask for an email address against a sea of troubles…”

At some point, every marketer faces this dilemma. You have an amazing piece of content—now are you going to give it away for free as a way to attract organic traffic? Or do you gate the content and use it as a lead gen magnet?

Cara Hogan, Content Strategist for Zaius, considered these options and asked—why not both?

For their Marketing Unboxed series, Cara says they took a hybrid approach to gating each video. Rather than lock up their content entirely behind a lead gen form, they actually embedded forms into each video so they showed up as you watch.

We created the Marketing Unboxed video series as a top-of-funnel piece of content designed to engage our target audience of B2C and commerce marketers. By including a lead gen form within the video itself, we encourage people to subscribe, but we don’t require it.

Creative Lead Gen Example Embed Forms in Videos

The forms draw just the right amount of your attention, without being too distracting. It slides off the video if you move your mouse off the screen, but then pops back on whenever you come back. All in all, a very classy approach that Cara says has driven some serious results.

We’ve generated hundreds of net new leads from this video series so far. We’ve only published 10 total episodes, and older episodes continue to earn subscribers over time. Some of these subscribers have since been nurtured to become new Zaius customers.

3. Interview a Third-Party Expert

For many brands, consistent blogging is one of their main sources of lead generation. Every time you put out an article, it’s an opportunity for someone new to visit your site, discover your brand, and opt in for more communications.

And there’s nothing wrong with looking outside of your own organization and team for content, either. Stepping outside of your comfort zone and providing a fresh perspective can actually be a fantastic way to bring in new audiences.

Creative Lead Gen Example Interview Expert

Take, for example, this lead gen example brought to us by Aaron Orendorff, Content Strategist for iconiContent. To help Shopify Plus rank for some valuable keywords, such as “ecommerce replatforming,” Aaron interviewed a high-profile expert in the industry.

Aaron says it’s the quality of the interview that makes this lead gen example work.

Rather than a heavy-handed sales pitch, the piece is an interview with Paul Rogers—one of the brightest and most respected leaders in ecommerce … That objectivity—and framing the article as an honest conversation about a ‘dirty word’—is highlighted throughout.

But wait, how do you actually generate leads with an interview or blog post? Well, Aaron explained that they peppered the article with three separate lead gen CTAs (including an Unbounce popup) to present visitors with downloadable content upgrades, related to the topic of the interview.

Creative Lead Gen Example Interview Expert
Popups and sticky bars can turn any high-traffic page into a lead generator. Find out how you can use these targeted offers to drive more conversions.

4. Send Attention-Grabbing Direct Mail

Direct mail might seem like an old school marketing tactic, but that’s exactly what makes it so darned interesting for lead generation. Why not focus your efforts on a smaller customer segment, and put together packages that really get them to sit up and take notice?

Take, for example, these direct mailers that Hero Conf sent out to promote their PPC marketing conference. The event organizers took a pretty interesting approach to get the attention of marketers like Casie Gillette, Senior Director of Digital Marketing at KoMarketing:

https://platform.twitter.com/widgets.js

Each piece of mail embedded a small video screen to show clips of the presenters who would be speaking at Hero Conf. And while these must have cost a fair bit more than a typical event brochure, Casie says the unique packaging really helped to win her over.

What got me was if you played the video to the end, they had a free ticket offer—you just had to respond to the email they had sent earlier … By placing the offer at the end, only those who watched the video all the way through would learn about the offer. A really cool way to grab attention.

5. Share a Customer Experience to Spark Brand Searches

Andrew Davis, best-selling author and keynote speaker, recently pointed out that most video testimonials are pretty dry. They’re usually just a lot of talking heads, with nervous customers babbling on about all the reasons why they like some marketing brand.

But there’s also a different type of video testimonial—one that actually tells the complete customer story. And although these can be harder to produce, they can also serve up a different type of indirect lead generation for your business.

As an example, Andrew suggests watching this video on YouTube that recently went viral: Vance’s Incredible 365-day Transformation. The video currently has over 31 million views and 50,000 comments on YouTube.

Creative Lead Gen Example Share Customer Experience

Unlike other video testimonials, this customer story is shot in real time. It’s compelling, it’s emotional—and it doesn’t have a single call to action.

Instead, Vance mentions throughout the video the diet and exercise program he is using to lose weight. The references start out subtle, but eventually become a main focus of the video. Andrew calls this an “implied CTA” that generates leads by inspiring viewers to take the next step.

A great testimonial video needs no call to action. It actually should create a moment that inspires people to do the next search … It doesn’t need a button, it just invites people who are so inspired to actually check out the next step of the product.

If you want to try this for yourself, all you need to do is start thinking about how you can frame your customer stories more like, well, stories. Connect with viewers on a personal or emotional level, and tease out the results so they get curious to learn more.

6. Connect via Communities

For freelancers, consultants, and smaller marketing agencies, you might have to take a slightly different approach to lead generation. While you can still build lists using your website and landing pages, a lot of your success will also come from word of mouth and social interactions.

For example, Nichole Elizabeth DeMeré, B2B SaaS Consultant, says their go-to lead generation strategy has been to build sincere connections with other people, in both online and offline marketing communities.

Being an active member of my favorite communities has lead to me receive leads from other members, because I’m demonstrating expertise in that domain.

Nichole says that being an active community member on websites like Growth Hackers has often lead to them becoming a part of the team, responsible for either community management or growth.

Creative Lead Gen Example Connect via Communities

As you build relationships and demonstrate expertise, people will naturally start to think of you or your company for future opportunities. The key is to be genuinely helpful and selfless in your interactions, and to try to build actual friendships with other members of the community.

The thing is, ‘getting leads’ was never my end goal for any of these communities. I was just actively building relationships by bringing value to others.

7. Promote a Personalized Template

The right template on the right page can be a powerful tool for generating leads. That’s because visitors are willing to give up their personal information in exchange for something practical they can actually use.

But while traditional templates are usually just generic PDF downloads, Ross Simmonds, digital marketing strategist, says you can get better results by making a downloadable template that’s more personalized and interactive.

Almost every audience loves a template. If you can think about a simple template that arms your audience with the steps they need to take to solve a problem – it can be a great win. Even better; make it an interactive template that gives the user the ability to download it at the end.

As an example, Ross points towards this Free Privacy Policy Generator created by Shopify.

Creative Lead Gen Example Promote Personalized Template

Privacy policies are one of those things that ecommerce business owners know they need, but probably don’t have time to create. And while Shopify could have given their visitors a sample policy or instructions on how to create their own, instead they decided to go above and beyond by building a personalized template generator.

Creative Lead Gen Example Promote Personalized Template

The form you fill out to generate your privacy policy serves two purposes. Not only does it help personalize the template with your company info, but it also lets Shopify follow up meaningfully with every lead that uses the tool. How cool is that?

The template approach is interesting because there’s a true value exchange. If you’re offering a template that is closely aligned with your product or service it can be both a rewarding user experience and a rewarding lead generation tactic.

8. Look for Unique Cross-Promotion Opportunities

Cross-promotion isn’t a new idea, but it’s not something too many marketers think about strategically when it comes to lead generation.

The hard part, of course, is finding the right brand to partner with. If the other company is too similar, then your audiences might already be overlapped. If the other company isn’t similar enough, then you run the risk of promoting to people who just don’t care about your brand or products.

This is where a bit of outside-the-box thinking can come in handy. Britney Muller, Senior SEO Scientist at Moz, points to this particularly clever example of cross-promotion between Hydrate IV Bar and Live Love Lash:

Creative Lead Gen Example Unique Cross-Promotion

Rather than partner with another health or fitness company for their cross-promotion, the marketers at Hydrate IV Bar decided to try a different strategy. They thought about different places where their target customers might be available to try an IV bar, and struck up a smart partnership based on that:

The Hydrate IV Bar team was brilliant in thinking outside the box for local lead gen! In what instances are people in a position of stillness/rest where they could also benefit from IV therapy? Lash extensions! This cross-marketing has done very well for both businesses and feels like an efficient use of time for their customers.

And the thing is, there are all sorts of unique cross-promotion opportunities available that marketers might miss. Let’s say you’re a running shoe company, for example. The obvious cross-promotion opportunity would be a sports store, right? But you could also partner with a gym or training facility, and target athletes in the places where they spend the most time.

9. Create an Interesting Side Project

Sometimes, the best leads can come from the projects that have very little to do with your actual business. If you dig into related topics, you can discover whole segments of customers who otherwise might not have been exposed to your brand or marketing.

And when it comes to side projects, Ryan Robinson is a self-described aficionado. Once, he launched a public challenge on his blog to validate a random business idea in under 30 days with only $500.

Creative Lead Gen Example Start a Side Project

The project took up a lot of Ryan’s time for that month, even though it was something he was doing on the side. He figured it would just be an interesting way to educate readers on how to validate their business ideas, and perhaps bring in some new audiences to his blog. But he was surprised by the number of leads he was able to generate as a result.

I saw a sizable surge in traffic during my first week of the challenge. Throughout the course of the full month as I updated the challenge post, I picked up almost 3,000 new subscribers on my blog.

To take advantage of all these new leads, Ryan even built a new course based around his learning.

Creative Lead Gen Example Start a Side Project

A couple months after the challenge wrapped up, I launched a course about validating ideas to that new audience … This new group of subscribers that tuned in and kept a close eye on my challenge were very qualified leads, and that course ended up generating over $15,000 in revenue during just the first week of open enrollment.

10. Publish a Surprising Quiz

Online quizzes have been around for years, but many marketers still haven’t discovered their potential for lead generation. They’re powerful because they’re so compelling—visitors actually have fun filling them out, and then get super curious about the results. (“Why yes, I do want to know which piece of IKEA furniture best represents my personality.”)

To find a creative quiz example, we went to the quizmaster herself, Chanti Zak. Chanti is a quiz funnel strategist and copywriter who specializes in creating quizzes for lead gen, and really brings a special flair to the quiz creation process.

As an example, she shared this saucy quiz she created to target entrepreneurs for Jenna Kutcher’s website.

Creative Lead Gen Example Create a Quiz

The key to a great quiz? You’ve got to surprise and delight visitors with every click, so they stay engaged throughout the process. Throw them a couple curveballs along the way, and then hit ‘em with results that speak to their unique situation.

The results go deep into what uniquely positions you to create a successful business. The custom results meet people where they’re at and are intentionally designed to empower them to take action.

Creative Lead Gen Example Create a Quiz

To attract the most leads, you’ll want to create a quiz that speaks directly to your brand and target market. For this example, Chanti created playful questions and answers that really get in the headspace of a budding entrepreneur.

And the strategy seems to have worked too, with this quiz alone generating over 100,000 leads.

When this interactive and personalized approach is the first impression someone has of your brand, your chances of converting them from onlooker to customer are exponentially higher than with a generic lead magnet.

Are You Ready to Take the Lead?

Of course, we’re only scratching the surface with these 10 ideas. There are all sorts of different ways to generate leads, including more tried and true methods. You could always host a webinar, offer a free ebook download, run a contest, or buy ads on social media.

Whatever you try, the most important thing to remember is that in order to generate qualified leads, you need to offer up quality content. Give those top-of-funnel leads something that’ll educate, entertain, inform, or inspire and soon you’ll be overwhelmed with too many leads. (#firstworldmarketingproblems)

Share in the comments below if you have another method of lead gen that works well for your business, or if you think there’s something we missed. The more ideas we can round up, the better!

Source: https://unbounce.com/lead-generation/10-creative-lead-gen-examples-sourced-from-marketing-legends/

Case Study: Alibaba Sales Numbers vs Reality for Five Random Suppliers

In this case study, we compared the transaction data from Alibaba’s company profiles for their suppliers to the data displayed in Jungle Scout’s Supplier Database. We hoped to learn whether or not manufacturers that seem legitimate on Alibaba are, in fact, legit, or if they may be inflating their numbers or are actually trading companies. Here are a few things to know about this case study: Subjects: The five companies selected were chosen at random, using the following keyword search terms: bamboo sticks, drinkware, headphones, yoga mats, and card games. Tool #1: Alibaba is a massive, international retail site that connects businesses with suppliers. The majority of these manufacturers are located in China. Tool #2: Jungle Scout’s Supplier Database gathers transactional importer information from US Customs and Border Protection’s Office of Trade, and then displays the data in an easy-to-understand format. Company #1 – Xiamen Haoliyuan Bamboo Products Co., Ltd. Products: bamboo sticks   What does Alibaba say? According to Alibaba, Xiamen Haoliyuan Bamboo Products Co., Ltd. was established in 2015. The site also states that the supplier generates $1-$2.5 million in annual revenue, with 11.08% of that revenue generated from buyers in North America. What does the Supplier Database say? … Read More

The post Case Study: Alibaba Sales Numbers vs Reality for Five Random Suppliers appeared first on Jungle Scout: Amazon Product Research Made Easy.

Source: https://www.junglescout.com/blog/alibaba-vs-junglescout/

5 Strategies to Address New Challenges in Asset Management Marketing

The asset management industry isn’t what it used to be. In the face of continued growth, the market has become increasingly crowded and fiercely competitive. But while competition has increased, differentiation among investment offerings has diminished.

What’s more, there’s been a fundamental shift in the relationship between clients and brands. In today’s customer-centric business climate, investors expect firms to provide them with modern, highly personalized experiences—wherever they are, and on any device they choose.

Consider these statistics:

  • 64% of customers say customer experience is more important than price in buying decisions (Forrester).
  • 70% of buying experiences are based on how customers feel they are being understood (McKinsey).
  • 79% of customers only consider brands that show they understand and care about them (Wunderman).
  • 80% of high-net-worth investors under 40 say they would leave their firm if it fails to provide an integrated channel experience (Frost & Sullivan).

Today’s evolving industry landscape has introduced unexpected challenges for asset management firms—and marketing leaders are under pressure to keep up.

Two Essential Elements of a Modern Marketing Strategy

An asset management marketing team has two central functions: to help recruit and retain advisors and to help acquire and retain clients.

In a crowded market where customer expectations have changed, that’s easier said than done. Indeed, as firms struggle to differentiate themselves, marketers are quickly learning that traditional acquisition and retention strategies are no longer effective.

Today, firms that can build deep, long-term relationships with their target audiences—and deliver truly meaningful experiences—will rise above the competition. The keys to building those relationships are aggregating your customer data and then acting on that information in a timely fashion.

Five Tactics for Creating Clear Differentiation

Here are five ways marketers can deliver superior value to clients—to improve acquisition and retention:

1) Get Personal

Today’s investors expect their communications with asset managers to be personalized and highly relevant to their needs. The challenge, of course, is achieving this level of service at scale; traditional batch and blast emails simply won’t work.

Through the use of demographic and behavioral data, segmentation, and lead scoring, firms can gain the rich, 360-degree customer view they need to deliver the personalized messaging clients expect.

2) Facilitate Communication

Modern clients—regardless of age—have become digitally savvy. They’ve grown accustomed to getting answers and access to information on the go, across multiple devices. The problem is, many asset management firms developed their various touch points in silos, thereby creating a disjointed and sometimes disorienting customer experience.

Delivering connected communications requires an omnichannel approach. The right automation solution should allow teams to deliver seamless conversations—as clients (and advisors) move from their phones to their laptops to their tablets, and beyond—all from a single platform. 

3) Build Trust

Asset management is a high-stakes service and building client trust is crucial. While providing a personal touch is central to creating meaningful relationships, steps must be taken to safeguard client privacy.

Asset management firms must adhere to strict regulations surrounding marketing investment management and the handling of client funds. Indeed, compliance is a fundamental concern. Marketing leaders must ensure that their systems—and their marketing teams—are always up to date on new rules and regulations.

A trusted engagement platform, with high-security standards, will enable marketers to deliver personalized experiences, across multiple touch points—with a keen eye on privacy and regulatory compliance.

4) Find Truth

Historically, the asset management industry has been cautious about new MarTech trends. As a result, many marketing teams are still operating on outdated, disparate systems, including their CRM solutions.

Building and nurturing meaningful client relationships requires a single source of data truth. By creating a centralized repository of data and insights, marketers can move from a reactive acquisition and retention strategy—to a proactive one. A single source of truth will also help brands deliver consistent messaging across sales and marketing.

An automated marketing solution that easily integrates with CRM platforms—as well as multiple solution partners and open APIs—is essential. By gathering multiple data points in one location, it will provide the single source of truth marketers need to create the personalized experiences clients demand.

5) Prove ROI

For many marketing leaders, creating a strong marketing strategy is only half the battle. The next step is to prove their efforts are yielding real results for their institutions.

Marketing teams must be able to effectively measure—and continuously improve—the impact of their programs.

A fully optimized marketing engagement platform—one that puts all marketing data into a single view—will enable more robust reporting. Indeed, it will empower teams to move way beyond click-through rates—to measure multi-touch attribution, pipeline, and true ROI.

The post 5 Strategies to Address New Challenges in Asset Management Marketing appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: https://blog.marketo.com/2019/04/5-strategies-to-address-new-challenges-in-asset-management-marketing.html

Multi-Brand Strategy for Education: Google Ads

Several of my clients are in the Education vertical with their main goal of driving more leads to their admissions until finally, a user enrolls as a student. While the goal might sound simple, some of my clients make the task a bit harder by have multiple brands targeting the same keywords or target audiences. Below I am going to walk through one situation with my client where we make specific decisions about when our brands overlapped and other times when it was decided a certain brand was going to take ownership of the impression share.

Getting Down to Business

Rachael Law’s piece, “Analyzing the Impact of Multi-Brand Shared Keywords” is a great place to start to see if you have any overlapping keywords and if so how is each brand affected by the overlap and how to talk to your client about what decisions you need to make moving forward to help each brand. With my client, we started in the opposite direction and we had zero keywords overlapping between the six different brands.  The original theory was that by sharing some keywords we were only going to increase our CPCs by driving up our own prices to get to the top of the page. Also, the client was a bit wary of having two ads for their school showing up side by side and how that could be confusing for the user. Another reason for the hesitance between sharing keywords was how the programs don’t share any budgets. Each program has its own budget from the school and the programs want to make sure they are using their marketing dollars efficiently and not creating an internal bidding way.

The Situation

While our keywords did not overlap for these brands, the target audiences most certainly did. My client is a postgraduate institute with each program separated into its own Google Ads account with their niche keywords. Across all brands, we were targeting people from the ages of 22-44 who were looking to advance their careers by furthering their education. One of their larger programs had the majority of the higher funnel keywords which drove a lot of traffic for people in the research stage of picking their next degree. What this created was a surplus of traffic going to the already popular program instead of allowing some of the other postgrad programs a chance to shine on the top of the SERP.

We noticed this problem when the other programs were having trouble spending their monthly budgets and our keyword expansions hit a wall since we didn’t want to add any keywords that were in the other five accounts. After feeling like we were stuck behind a wall, we decided that we were going to try sharing some keywords across some of the programs. We pulled keywords from the main program which had a lot of high funnel keywords and divided these up among the relevant campaigns. When we split these keywords up there were some programs where the client wanted one program to appear above the other for some keywords and then vice versa with the other keywords. The selling point to the client was that we could potentially have two ads running side by side but with the ad copy being very specific to the program to allow the user to decide which program they wanted to investigate instead of only giving the user one option. In Paid Search, the impressions are free and the user gets to pick their own adventure, for example, do I want to research about getting my MBA full time or part-time?

What Did I Learn

In the beginning, I mentioned Rachael’s blog, but now  I am in a situation where I can utilize her tools for looking into spend for these keywords to see if one brand is performing the other programs. A quick tip I learned was to use keyword labels for the keywords that were shared in the other accounts to pull the reports in a flash. The first report I pulled for this client since our shared keyword implementation was really surprising because the CPCs were relatively the same, the number of clicks was about the same, as well as conversions. We will continue to pull these reports monthly to make sure these keywords are still impacting the right programs and we will continue sharing select keywords to allow more users to select their next great adventure.

Source: https://www.ppchero.com/multi-brand-strategy-for-education-google-ads/

Amazon FBA Seller News for the Week of April 19th, 2019

Amazon News Roundup, Volume 1 Seller chatter: In a message posted by Amazon_News, in the Amazon Services Seller Forum, sellers were told that there would be some changes made regarding tax collection.  These changes apply to orders shipped to the District of Columbia or Nebraska, and took effect on April 1st, 2019: “Based on changes to the District of Columbia and Nebraska State tax law, Amazon will begin calculating, collecting, and remitting sales and use tax for all orders shipped to customers in the District of Columbia or Nebraska on April 1, 2019. “Your existing tax calculation settings, order details, and payments reporting will update automatically to reflect Amazon’s responsibility. No action to your tax settings or seller account is required. “Answers to common questions are available in the Marketplace Tax Collection FAQ. Consider working with your tax advisor to determine any ongoing tax remittance and reporting obligations your business might have. “For more information, see  Marketplace Tax Collection FAQ 2019 “For more information from Nebraska, click here “For more information from the District of Columbia, click here” – [Thread] It appears that Amazon is clamping down on sellers who have multiple Seller Central accounts: “You have used more than one account to … Read More

The post Amazon FBA Seller News for the Week of April 19th, 2019 appeared first on Jungle Scout: Amazon Product Research Made Easy.

Source: https://www.junglescout.com/blog/amazon-fba-seller-news-apr-19-2019/

Event Marketers Are Ignoring the Power of Video—Here’s How to Catch Up

Video ads are one of the most potent tools in a marketing arsenal. So why do so many event marketers ignore it?

According to a 2018 Animoto report on social video trends, 93% of business score new customers from video marketing on social media. Eventbrite research shows that 94% of event creators who use video say it’s effective. While both reports highlight the power of video marketing, they also note that less than half of event marketers actually use this effective tool.

That’s a lot of business to leave sitting on the table.

Video clearly is engaging ticket buyers, but many event marketers are too intimidated to use the medium. After all, video is one of the most daunting types of content to produce. Your skills as an event organizer may not include filming and editing a promotional video—but it’s worthwhile to learn these few basics.

Create event videos that drive buzz

In an increasingly video-driven advertising space, focus your efforts on three essential videos—two before the event and one after:

  • A ticket launch video that builds buzz, encourages registrations, and establishes your event as the place to be this year.
  • A reminder video that answers attendees’ most frequently asked questions leading up to the event.
  • A memorable recap video that offers nostalgia for attendees and serves as a strong marketing asset for your next event.

If you only have the bandwidth to create one video, prioritize based on your brand’s goals. If you want to drive ticket sales, create a launch video. If you want to improve your attendance rate and engage attendees, create an FAQ video. If your goal is creating clips you can use to promote your next event, create a recap video.

When you release these videos certainly matters, but you must also create something that effectively engages your audience. The following three strategies will help you make videos that are informative and compelling:

1. Make the CTA your MVP

Your CTA (call to action) is key because it shows viewers how to take the next step (buying tickets, for example). But how can a CTA call viewers to action if they don’t actually see it?

Although placing your CTA at the end of a video feels natural, many viewers won’t stick around for the entire video. To ensure audiences see your CTA, place it in the middle of your video.

Beyond perfecting the timing of your CTA, you also need to give viewers clear instructions in terms of what they should do. Instead of saying “Buy tickets,” use clear and specific language: “Swipe up to RSVP” or “Click the link in our Facebook event.” People aren’t going to take the next step if they don’t know how, so make your CTA as clear as possible.

2. Use size to strategize your Facebook spend

It’s counterintuitive, but smaller events mean you should put more funding toward Facebook video ads. At 2.27 billion users, according to NBC News, Facebook holds plenty of reach and is ripe for event marketing. Facebook also has more robust ad targeting, support for video, and searchability for events than any other social platform.

Prioritize Facebook in your budget, keeping your event’s size as the key decision maker when allocating funds. Gather any location, demographic, or other important information about your audience, and then tailor your Facebook campaign to that base. Once you’ve homed in on your target, deduce your exact spend and plan the rollout and execution of each piece. By figuring everything out beforehand, your campaign’s resources will stretch further and your ROI will be more concrete.

3. Promote across online channels

Facebook is incredibly powerful, but a powerful video strategy requires more layers. Not everyone in your audience will be active on Facebook—and even if they are, a multichannel approach keeps them thinking about your event as they’re browsing online.

Use video across these digital platforms:

  • Your website: It’s easy to embed promotional videos on your homepage. The Animoto report I mentioned earlier suggests that 86% of businesses engage their audiences through this platform.
  • YouTube: As the second-largest search engine, upload your videos here to build your audience without much additional effort.
  • Email marketing: Animoto reports including the word “video” in an email subject line increases its open rate by 19%. This method offers low-hanging fruit for increased viewership, helps with viewer engagement, and simplifies connecting with attendees post-purchase and post-event.

There’s no better way for your audience to feel the buzz surrounding your event than video. Event organizers might lag behind other industries when it comes to video marketing, but that doesn’t mean it needs to remain the case. Use these marketing tips to take the mystery out of video—and drive sales.

The post Event Marketers Are Ignoring the Power of Video—Here’s How to Catch Up appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: https://blog.marketo.com/2019/04/event-marketers-are-ignoring-the-power-of-video-heres-how-to-catch-up.html