A few months ago, we surveyed several thousand Amazon sellers to learn more about their businesses and ambitions. When asked about the struggles they faced in launching and growing an Amazon business, there were three responses that were most commonly given: Not enough time Not enough money No educational resources While we have yet to source a supplier of more time on Alibaba, we can at least find ways to maximize our use of the 24 hours a day we do have. In Session 18, we dig in to some productivity and time management tips and tools that we find most helpful to manage all that we have to cram into any given day. How you can do more with the time you have to build the best business possible, regardless of how much time that you have? We will offer some tools and ideas to help you get there! Here is a recap of the webinar: And the slides: Jungle Snugs Updates – Lifestyle photos are here Before we get into the meat of the presentation, let’s get some updates on Jungle Snugs. We now have some cute lifestyle photos to use: The lack of high quality … Read More
Influencer marketing has become a bit of a buzzword in the marketing industry as of late. Merriam-Webster defines influence as “the power or capacity of causing an effect in indirect ways.” From my perspective, influence, as it relates to marketing, is someone who resonates with an audience, makes an impact and provides value.
Why Should Marketers Invest in Influencer Marketing?
A recent study conducted by Content Marketing Institute found marketing campaigns that include influencers show a 10x increase in conversion rates. Think about that in terms of return on investment (ROI). That’s a potential return of over $9 for every dollar invested. Why wouldn’t you make a sound investment like that? And according to McKinsey, those customers who do convert have a tendency to stick around. They’ve reported that influencer campaigns achieve, on average, a 37% increase in retention. The numbers don’t lie. Marketers should explore how to engage influencers throughout the year. In this blog, we’ll examine what it takes to get and influencer engagement strategy started.
Things to Consider
What should brands consider when building an influencer engagement strategy?
- Resources: Determine what it will cost to implement and integrate a new influencer engagement program. And in addition, what it will cost if you don’t secure relationships with the top influencers in your industry—and the competition does.
- Targeting: Research the top influencers you want to engage with and how you want to collaborate. Outline the where and when, types of engagements (webinars, speaking engagements, tweet chats, live streams, podcasts, etc.)
- Sustainability: Think about how you can continue building the relationship beyond a single engagement. Create a long-term strategy that outlines future engagements to maintain consistent touch-points and a cadence of collaborations.
- ROI: Identify what you’ll get by investing in an influencer program. Clearly define the impact an influencer program will have on your marketing, brand, and business.
Get Your Targeting Right
One mistake I often see marketers make is thinking of influencer engagements as a one and done strategy. However, in a digitally connected world, where individuals are following and engaging with influencers on a daily basis, aligning your brand with those influencers consistently is becoming more important than ever. Let’s dig a little deeper into how to determine the best fit for your brand.
How should brands start to identify influencers?
- Observation: Look at who your target audience is following. This is a quick and easy way to identify who your audience is listening to and engaging with.
- Understand Impact: Determine who will be impactful and provide the most value to your audience. Most influencers are creating and publishing new content on a regular basis. Research and review their top content to determine if what they’re creating is relevant, consistent, and helpful.
- Understand their Voice: Ensure their tone and style matches, or complements the brand.
- Credibility: There are a plethora of qualified, knowledgeable professionals out there who would be happy to work with your brand. Why waste your time on somebody who isn’t genuinely knowledgeable and engaging?
Who Runs the Program?
Once you’ve developed a strategy and identified who you’re looking to build a relationship with, you’ll need to think about how to collaborate with the key stakeholders involved in managing an influencer engagement program. These roles will differ from company to company, but you may want to consider:
- Social media managers will be on the front lines interacting daily. Involving the influencers in tweet chats, live streaming, quotation templates, live tweets at events.
- Content marketing managers to create content that incorporates influencer responses and views in blogs, ebooks, etc.
- Corporate communication managers to negotiate contracts for event appearances, videos, commercials, 3rd party publications, etc.
- Analyst Relations interact with a decidedly different set of influencers, but they still fit the definition and should have a plan for ongoing engagement and relevant touchpoints.
- Customer marketing should always be involved. Your biggest, most impactful influencers are your very own customers. Sure maybe they don’t have 170,o00 followers on Twitter, but they do have first-hand experience to share with their peers—who are often your target audience.
- Employee advocacy to include your own internal influencers in the program and amplify the activities that you are doing with external influencers.
- A single point of contact that continues to build the personal relationship.
Make Your Program Sustainable
According to the report Influencer 2.0: The Future of Influencer Marketing by Traackr and TopRank Marketing, 55% of marketers plan to spend more on influencer marketing next year, and for those companies that already spend more than $250,000 on influencer marketing, that percentage jumps to 67%. But whether you have a big, small, or non-existent budget, it still makes sense to start influencer marketing now.
If you have a team of influencer stakeholders like I listed above, work with them to map out your big initiatives as anchors throughout the year, then craft activities and engagement points across the year. Don’t be afraid to be scrappy! Focus on making sure there is a value exchange and not simply continual asks of your influencers. You will find that as you gain momentum and success you can argue for more resources.
Measure the Impact
Let’s dig into how to measure the ROI of an influencer marketing campaign. Early stage metrics would include an increase in social media reach and impressions. You can also take a look at mentions, share of voice and new followers during the duration of your campaign. Later stage metrics can include UTM parameters that allow you to keep track of how many users are visiting your website from influencer referrals, and then further down the line convert. Another way to track the effectiveness of an influencer campaign is using a unique discount or coupon codes and then track how many of each are redeemed or submitted.
Ultimately, influencer marketing will boil down to one thing at the end of the day, relationships. Getting the ball rolling can be as simple as reaching out, introducing yourself and your product, meeting them face to face, shaking their hand and chatting about how you can create alignment between your business goals and their goals.
The post How to Tap into the Power of Influencers appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.
Optimizing bids can be the bane of many PPC’ers. We use bid sheets, formulas, macros, and other fun strategies to ensure we are winning the auction and garnering conversions. Wouldn’t it be awesome if we could set up our AdWords campaigns to automatically optimize for conversions or a conversion value without having to do manual adjustments? That is what Google is attempting to do with their latest smart bidding strategy.
The maximize conversions smart bidding strategy automatically sets bids for each auction to get the most conversions for the daily budget. This is an exciting new bidding strategy to be testing, especially with how granular it can get.
The strategy uses a mix of relevant signals and machine learning to optimize conversions for every single auction through “auction-time bidding.” Unlike with manual bidding, the maximize conversions smart bidding strategy is not bound to aggregate data. Instead, it sets bids for each individual auction, tailoring the bids to the user’s search context as well as the signals present at auction time. These signals could include remarketing lists, the time of day, the ad creative being shown, the user’s device, their location, what browser they are using, and even their operating system.
By optimizing bids on an auction-to-auction basis, the strategy can automatically optimize to a higher degree of precision, leading to increases in conversion volume and decreases in CPA, as reported by luxury decking company Trex. Implementing the strategy is easy enough. Go to the campaigns settings, and update your current strategy to the new maximize conversions strategy.
While this new bidding strategy shows promise and would be smart to test, if you are currently running on manual bidding there is one major drawback. When you switch to an automatic bidding strategy you have less control over the account and your bidding, as well as less data for troubleshooting. For instance, if the automatic bidding strategy started to go south, you wouldn’t be able to analyze the data as closely as you would with a manual strategy. So, for those of you who like having complete control over your accounts, this strategy might not be your favorite.
Overall, this is an interesting new smart strategy coming from Google. With the strategy’s ability to tweak bids on an auction-by-auction basis using user context, it lends itself to being a successful strategy to implement, as seen in the results from Trex. I definitely recommend testing to see if it improves your conversion volume. Like with any testing, though, try on a few campaigns first before scaling out.
Have you tried the new conversion strategy yet? What have your results been? Reach out to me on Twitter and let me know!
Since Apple’s introduction of Search Ads last year, organizations with a mobile app are embracing Search Ads to improve their app’s conversion rate to become more discoverable in the App Store.
Search Ads are created using an app’s store listing, including an app’s metadata and creative. While all the metadata is important for visibility, the creatives (icon, screenshots, and video), need to be visually appealing and relevant to users to improve conversion. Search Ads can only be effective and convert users if the creatives are relevant and clearly demonstrate the app’s core features.
For Search Ads to be effective, it is crucial for marketers and developers to incorporate an App Store Optimization (ASO) strategy to optimize their app’s metadata and creatives to contain high-volume keywords and relevant images based on real mobile data of user’s search trends and behavior in the app store.
Where Do You Start?
ASO is the necessary foundation to making sure an app’s Search Ads are relevant and appealing to the audience for the app to become more discoverable. Before an organization dives into creating an ASO strategy, it is pertinent that they look at the current app market and analyze their competitors and understand how users search.
By evaluating competitors and understanding how users are searching in the App Store, marketing and development teams can have a guide on how to improve their App Store listing. Users tend to search with popular terms associated to specific apps, features or categories. For the most part, targeted keywords have already been determined, but after evaluating competitors and user trends, those keywords can be adjusted to generate more visibility.
Developers need to know which keywords would be most relevant to their app and target those terms. The keywords need to be closely tied to the app’s core features that are unique to the app to target its audience. Track user trends to make sure the keywords are related to what the audience wants in an app. Keep in mind, Search Ads are based off how relevant an app is to a specific term.
App developers also have the option to bid on keywords so their app will appear more frequently in user searches. Regardless of a developer having the highest bid on a keyword, Apple still ranks apps by relevancy. If the Search Ad is not relevant to the user’s search, it will not appear at the top of the App Store.
Search Ad Variations
Apple uses an app’s store listing, metadata and imagery to create its Search Ads. While developers are somewhat limited on what content goes into the Search Ads, they can at least choose how Search Ads will appear to users on the App Store.
Search Ads will appear in one of two forms:
- Icon plus first two lines of App Store description
- Icon plus screenshots and preview video (if applicable)
Search Ads can also appear in either portrait or landscape depending on the orientation of the current screenshots and preview video.
The only way that developers can make their app listing more relevant to user searches is by improving their app’s discoverability with ASO. The creatives, which include the icon, screenshots, and preview video, need to show how the app naturally appears to a better answer with its features.
One of the key aspects of ASO is creative optimization, which is an essential part of improving conversion. Here are easy tips based off ASO best practices that will help developers streamline their creative optimization to improve conversion.
An app’s screenshots should be thought of as advertising banners that use high-volume keywords to be relevant in user searches. Screenshots need to clearly display an app’s core features and should be uncluttered. Developers and marketers need to make sure their screenshots are legible—if screenshots are too confusing, they are less likely to convert users.
- Preview Video
When an app preview video is used, it takes the place of a screenshot but holds the same level of importance to conversion. Many developers forget that the preview video is presented as a still image, otherwise known as a poster frame. On Search Ads, this means the poster frame cannot be a random image that holds no relevance to the app. Instead, developers should be careful and make sure the poster frame contains high-volume keywords and an image that represents the app’s core features.
The app icon needs to be polished and unique to stand out among competitors. If the app icon is not memorable, regardless of showing up in a Search Ad, users are less likely to convert. Some marketers and developers use their brand logo or a memorable character to retain user attention. While this strategy works, the icon also needs to demonstrate the app’s core features and be void of confusion like the screenshots.
Organizations looking to become more discoverable with Search Ads need to improve their app’s metadata and creatives with ASO prior to using Search Ads. Since the keywords that appear in App Store listing will be used for the Search Ad. Make sure that the app’s creatives are clean, clearly demonstrate the app’s core features and the icon, screenshots, and preview video contain high-volume keywords that are relevant not only to the app but to the target audience. The only way an app will become visible through Search Ads is by being relevant first.
Within AdWords, there is a tool called Bid Simulator where you can review potential keyword bids to project what type of performance changes various bid changes would make.
The simulator is meant to help guide your bidding by projecting volume and efficiency as you raise your bid. While this is a great tool to get some estimates, Google’s algorithm is fairly unknown and at times is inaccurate.
Something that advertisers have the tools to do is to create their own assessment with historical data if they’ve been adjusting keyword bids over time. Here is how to do just that!
First, you’ll want to pull raw data into a sheet with week by week data, campaign, ad group, keyword, and match type data. In terms of stats, simply pulling in clicks, impressions, cost, and conversions works for lead gen clients (you’ll want to add revenue for ecommerce clients).
At Hanapin, we use Supermetrics in order to pull all of this data into Google Sheets automatically for us to run reports from, such as the one we are reviewing today. From the raw data within Google Sheets you can create a data validation field from your keywords by going to “data > data validation” and then filling out the data validation column as seen here.
Once this is in place you should see a list of your keywords in the drop down list in the first cell of the bid trends sheet you created as seen here.
Once you have the drop down in place, we want to get the trends of the keywords performance in terms of the max CPC for each week and the statistics that followed that max CPC (clicks, impressions, cost, conversions). You pull this type of information by listing out the weeks and using SUMIF formulas. You can either manually list out weeks or use a “uniques” formula as seen here: =unique(Raw Data!A:A) – and this will pull from column A in the raw data sheet (the column with the weeks listed out) all of the unique values.
From there you begin writing your SUMIFs in order to get data by the week for the keyword selected in the data validation dropdown list. For example, to pull the CPCs:
You can see that in the first half of the formula we’re summing $H:$H (cost) if the week column aligns with $A4 and the keyword aligns wit $A$1 (the dropdown), and the backend of the formula does the same with clicks so that we can capture the CPC. You’d do the same for impressions, clicks, cost, and conversions as well (except only needing the first half of the formula). From there you’d be able to drag down and the formula will change based on the weekly performance for the keyword selected.
As you can see on the keyword: “Example G” the bids were adjusted quite frequently, and actually landed between $0.82 and $6.48 (more weeks than just 11 included). From here we can take the data given to us on a week by week basis and average this data out in certain bid ranges.
For example, here we are summing impressions when the CPCs are under $2 and over $1 and then dividing that bya number off weeks that occurred in order to get a weekly average when the bid lands between $1 and $2. Over $5 only happened once so we can take that extra data with a grain of salt) What we see is if we bid on Example G between $1 and $2 we project to receive 542 impressions, 14 clicks, and $25.11 in spend per week. We can see the lift we could receive in these stats as we raise the bid.
Conversion data is a tricky one that you can look at in different ways. You can either take the conversion data the same way you take in all of the other data and sometimes this breaks out when conversions come in by chance more when you had a bid set at a certain level (especially when the conversion data is lower). You can also project conversion rates to always stay constant which is what we did in this case.
Once you have this all laid out, it is as simple as scrolling through the drop-down list of keywords and visualizing what different bid ranges might do to your traffic and overall performance. Adding different graphs from this data can also be helpful for those who like visuals or if this is something you’d want to show a client in terms of bid ranges and performance alignment.
At Hero Conf, we strive to provide content that is actionable for PPC roles across the board, however for some, priceless value is found in the conversations held outside the meeting room. Networking and peer outreach is vital in an era of sharing. We share our cars through Uber, our homes through Airbnb, our support through GoFundMe, and inevitably our knowledge through peer-to-peer learning and conferences like Hero Conf.
Networking provides an abundance of industry advice and can allow you to learn from others’ successes and failures. It opens doors to new partnerships and opportunities and can lead to friendships beyond business. It’s not every day you meet someone equally as passionate about conversion rates and device targeting as yourself, so at Hero Conf, we seek to provide you that platform.
Take a peek into the dedicated time we’ve built into the Hero Conf experience that will land you on the inside track of networking:
- Welcome Reception: Being a first-timer or party-of -one can be an intimidating way to kick off two and a half days of learning. That’s why upon arrival into London we invite you to say hello to the Hero Conf network at an unofficial gathering of PPC’ers, old and new. Keep an eye out as we release the specifics!
- 4 Exhibitor Breaks: We’ve designed these 4, 30 minute breaks around the idea that twice a day, you simply need more time. Time to begin partnerships with our exhibitors, time to continue a previous discussion or time to set onsite meetings with industry colleagues.
- Networking Drink Receptions: Each day’s final keynote ends with a reception to follow! Recap the day’s highlights while rubbing elbows with your favorite speakers and fellow attendees…and not to mention a drink on us!
- After-Hours Activities: Just because the sessions have ended, doesn’t mean the fun stops too. Stay tuned as we rollout our plans to take over unique London venues for hours of fellowship, even after the sun goes down.
- And all the meals in between: Breakfast, lunch & snack breaks all feature local London flare and open seating. Take the time to meet some new PPC pros and expand your community.
Make connections that matter at Hero Conf London, 23-25 October. We look forward to seeing you there!
Pergolas Sydney Authority Winter Internship Program
7/40 The Grand Parade BRIGHTON-LE-SANDS NSW 2216 https://t.co/4OuHx6oqZe
— daWorksSydney (@daWorksSydney) June 21, 2017
June 22, 2017 at 08:33AM