Making the Case for the Customer Journey as an Important Piece of the Digital Puzzle

Let’s face it. We live in a fast-paced era and work in a technology-driven industry where the ability and expectations to quickly make changes can inhibit critical thinking. In fact, when speaking to the pros of paid search, the speed at which marketers are able to make changes based on data is typically a highlight. We can increase bids, change budgets, update ads, migrate to new platforms, and more with a little analysis and a click of a mouse. However, from time to time the pace at which we can move can sometimes leave us missing the biggest piece of the puzzle – the consumer.


Regardless of what niche of marketing you fall into you must begin by identifying your customer and thinking through how they will receive and perceive your marketing message.


Join Convirza and Hanapin’s Kelly Pollock to learn more about it!


  Presented by:



     Kelly Pollock



Perfect your Post-Click Experience to Boost ROI

Imagine you’re a restaurant and you hire a sign spinner to stand out front and welcome guests inside. And let’s say that you invest your whole year’s budget in them—you hire Jerry Seinfeld. He’s witty, he’s gregarious, and he talks hordes of people into coming through your doors … only for them to find out that the food’s no good and walk right back out. What would you have on your hands? The exact same problem as many modern marketers when they ignore the post-click experience.

In this blog, I’ll give you some tips to help boost your post-click experience to maximize your ROI.

Post-Click Matters

Visitors always want to know that they’ve made a good click. It’s an attention-based economy out there, and nobody has a moment to spare. If a potential customer is given any reason to think the place they arrive at isn’t as promised, they’ll bail. That’s why 63% of all new web visitors bounce instantly according to Kissmetrics and why most landing page conversions are so low. (To see how your landing page performance stacks up to your closest competitors, see the Unbounce Conversion Benchmark Report.) So, what qualifies as a good click? When visitors find precisely what they came looking for. “The closer the ad matches the page and terms of the offer, the greater chance of conversion,” says Finge, CEO of ConversionLab, a conversion rate optimization agency.

If you’re a marketer spending bazillions on optimizing your advertising spend, but are just directing people to your main website or to convoluted landing pages, you’re essentially hiring Jerry Seinfeld to push people into a restaurant with bad food. For both your pre-click and post-click success, you can help yourself by getting more specific.

What Makes a Good, Soft Landing?

First off, stop sending PPC traffic to your website. Websites are for general exploration while PPC campaigns are for directing visitors to take a very specific action such as downloading or making a purchase. Send your traffic to multiple PPC landing pages that each match your various PPC calls to action, images, and keywords. This gives you what is known as message match and visitors can make an instant connection. With this in place, do all you can to boost your conversions, including:

  • Strip the site navigation from your landing pages: Isolate them so that you know precisely where your traffic is coming from.
  • Use directional cues: Guide your visitor’s gaze to the CTA with images. For a great example, see this landing page by Vidyard.

Directional Cues_Vidyard example

  • Get to your unique selling proposition right away: People don’t read anymore, they skim. Get right to the good stuff.
  • Sell benefits, not features: Tell visitors how converting will make them feel, such as elated, secure, or proud.
  • Forget colors, focus on contrast: Landing page colors are a bit like UFOs: Everyone has a theory. In our experience, the colors are irrelevant as long as there’s high contrast between them.
  • Tailor it to your industry: Above all, know thy customer and the activity of your direct competition within your industry.
  • Keep it simple, keep testing: One of the biggest mistakes marketers can make is not continually testing and developing new and simpler ways of getting that conversion.

These changes are shown to result in increased conversions which can be tremendously impactful to your ROI.

The chart below shows the mean and highest conversion rates for lead generating landing pages in 10 different industries.

Lead Generating Landing Page in 10 Different Industries

Source: Unbounce’s Conversion Benchmark Report

If you’re a travel company with a 5% conversion rate who brings your landing pages up to par with the highest performers in your industry, you’ll see a 5x increase in ad ROI.

And, we’re not even finished. While most users already know that landing page improvements boost ROI, did you know that they also impact how AdWords and Facebook Ads themselves treat you? When these platforms get word about your optimization your ads will also become automatically less expensive to run—further boosting your ROI—with this often overlooked benefit.

Perfecting Your Post-Click Experience Reduces the Cost of the Ads Themselves

Ad platforms like Google and Facebook give priority to ads that provide what the user is searching for. They gauge if the searcher is satisfied by whether or not they converted. If everyone who saw an ad clicked and converted, it’s a pretty safe bet that the ad provided a good and relevant experience.

 Boosting ROI 

AdWords offers some insight into how it judges your ad experience with its Quality Score which you can view for each of an ad’s keywords. That score is based on three factors and the higher it is, the less AdWords charges you to run ads:

  • Expected click-through rate (CTR): How likely does Google think users are to click?
  • Ad relevance: How closely does your ad match the user’s search intent?
  • Landing page experience: Wait, really? Yes, really. This metric is based on how relevant, transparent, and easy-to-navigate Google’s web crawler finds your landing page.

The digital marketing agency Workshop Digital went through the trouble of exporting and analyzing 1.7 million data points from its AdWords account and verified that using offer-specific, well-designed landing pages led to a 26% increase in conversion rates for its clients.

Higher conversion rates lead to higher Quality Scores, which give you more traffic (and thus, a higher ROI) for the same level of spend. 

Facebook works in a similar, albeit slightly more mysterious way. Unlike Google’s ads, Facebook’s (often) include both images and text, and there are more variables at play in determining how users find value with ads. What is clear, however, is that it ranks them with a Relevance Score and charges less for ads with a higher score. That score is based on two factors:

  • Negative feedback: Facebook encourages users to tattle on brands by hiding or reporting ads (using that “x” in the upper-right hand corner). These punish your score heavily.
  • Positive feedback: Facebook rewards ads that are relevant. Depending on the ad’s objective, this could be video completions, clicks, or, if you’re a savvy advertiser using Facebook’s pixel, conversions.

That is, “if your landing pages in any way result in higher conversions, you’ll increase the Relevance Score of your Facebook ads,” says Matthew Weller, Director of Performance Marketing at AspireIQ. “A higher relevance score means that you’re rewarded with a lower CPC, resulting in more efficient delivery given the same ad spend.” Again, high-converting landing pages are a key factor in boosting traffic, and thus, ROI.

Rescuing your Restaurant 

When you invest in your post-click experience, you are essentially hiring Robert Irvine of the reality TV series Restaurant: Impossible to come whip your eatery into shape. He’ll leap into action simplifying your menu (just one CTA per landing page), adding tastier dishes (talking benefits, not features), and adding some consistency to the decor (true message match). Suddenly, having your highly-paid sign spinner out front is totally worth it because far more of the diners who enter, stay, and eat.

If you’re driving good traffic but aren’t seeing the conversions you expect, optimize your landing page. Get more conversions with the same budget.

How do you maximize your post-click experience for your customers? What other tips have worked for you? I’d love to hear about what you’re doing in the comments.

The post Perfect your Post-Click Experience to Boost ROI appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


A Strategic Overview For Getting Started With Twitter Ads

Thinking about advertising on Twitter for yourself or for a client? In this article, I will briefly cover a strategic overview for getting started with Twitter Ads. The topics I will touch on are the very first questions that I came to mind for me when I knew I was going to be managing ads on Twitter for the first time. They are also the first questions your client will most likely be asking you as well.


My initial thoughts on Twitter’s platform experience are not immensely positive, as far as getting things set up. I did not find the platform to be intuitive and it definitely felt clunky at first go. I recommend checking out a few videos on YouTube if you’re struggling, it’s much easier with a little guidance.


Campaigns & Targeting Strategy


Since Twitter is more of an awareness play we have to make sure we are managing expectations of performance with our clients. That being said, the best way to dive into Twitter is to start with remarketing. This ensures you are advertising to a more qualified audience and increases your chances for clicks, conversions, or whichever engagement metric you are using. You can target different segments of website visitors or an email list you upload through tailored audiences.


After you have your remarketing campaigns running, then you can move into prospecting. There are many different targeting options available for prospecting. An easy place to start is by choosing the interest most closely related to your business. You could also target followers of a particular person or company, including your own. You just need to get in there and not be afraid to test different targeting to figure out what works the best for your company or client. Check out this Twitter Targeting Tactics article for more information.


Available targeting options for Twitter ads




This will vary greatly depending on how much dough you have to spend and your risk tolerance. Typically, I recommend 10% of your PPC budget go towards testing, so divide that up depending on what other initiatives you are currently testing.


Initially, I start with a 50/50 split between remarketing and prospecting. For example, if my monthly budget was $4,000 I would put $2,000 towards remarketing and $2,000 towards prospecting. This is just a starting point and when you start to get the feel for how your specific account is performing you’ll know how to adjust those budgets. When you’re inputting your budget keep in mind that Twitter runs on daily budgets so divide your monthly budget up appropriately.


For bidding, start with automatic bidding until you have some data to go off of and then you can implement your own maximum bids if you choose.


Set a daily maximum with automatic bidding




There is no right or wrong ad type to run, it’s all about testing what works for your business. Best advice is to pick 2-3 ad types and test them out to see which performs the best. I would do this for a few rounds with different creatives to get a full picture of performance by ad type. I have not found the ideal way to implement ad tests on Twitter. Some people prefer to run the ads at the same time and some prefer to run one ad for seven days and then the other ad the following seven days. Again, try both and see which works for you.


A few ad types you could start with are a single image tweet, website card, or plain text tweet. You can also do multi-image, video, and app specific tweets. Make sure to check out the different creative specifications.


Example of a single image Tweet


Conversion Tracking


Twitter uses a universal tracking code that only needs to be placed once. After that code is placed, you can create different remarketing audiences and conversion actions in the Twitter interface based on website URLs.




Put aside some budget for new initiatives and don’t be afraid of testing new platforms. In order to grow, you must be willing to take risks and experiment.


The Million Dollar Case Study: Europe – Session #3: Supplier Outreach & Product Selection

By the end of this session it really felt like things were gearing up. Don’t worry I am going to cover all of the details in this recap. But before we get to that, make sure you have caught up with the first two sessions, and if you missed it, last week I made a personal vlog whilst I was busy working on my Session #2 homework: view here! In this weeks session it was time for me to recap my advanced product research where I revealed my top two product ideas. This was narrowed down from 43, to 5 and then the final 2 product ideas. We also announced which product that I am going to launch so if you do nothing else, make sure you check out the rest of this post to find out! From there, and with Greg’s expert guidance, we covered a lot of insightful stuff in this session, including: An introduction to sourcing in China and working with Chinese manufacturers How to use Alibaba Sending your initial supplier outreach to get more accurate cost estimations for your top products Carrying out deeper profitability calculations for your top ideas (including factoring in VAT) Utilizing all … Read More

The post The Million Dollar Case Study: Europe – Session #3: Supplier Outreach & Product Selection appeared first on Jungle Scout: Amazon Product Research Made Easy.


3 Tips to Successfully Integrate Your Paid and Organic Social Media

When it comes to high growth areas, social media marketing fits the definition in terms of both the percentage of your budget it consumes and in the ROI it generates. But the path isn’t smooth or simple.

All too often, marketing teams are drawn to paid or organic social media strategies based on past successes or failures rather than as part of a comprehensive social strategy. The control of each channel might even rest with separate departments, which sets you on a potentially dangerous path where the messaging isn’t coordinated. Many companies fail to properly integrate their social media marketing strategies.

As investment bankers are often fond of saying, past performance is no guarantee of future success. While a single channel strategy might have worked for you in the past, modern social strategies experience greater social media amplification and ROI benefits because they utilize multiple channels and communication styles. The key to success in your social media marketing is to strike a balance between paid and organic social media efforts.

In this blog, you’ll find three actionable items to help you integrate your paid and organic social strategies successfully.

Know the Purpose Each Channel has for Your Marketing Efforts

Paid social has incredibly powerful targeting options, and it is an amazing tool to have in your lead generation toolbox. However, paid social media alone does not let you maximize the ROI that you can generate from your social media efforts.

On the other hand, organic social media can be an equally powerful tool for reaching your audience and building a community. While not as straightforward as paid social media, organic conversations can lead to deeper engagement and social media amplification with clients and influencers that money can’t buy.

Paid and organic social media both have advantages and drawbacks. Achieving the greatest benefit while minimizing disadvantages requires you to integrate both approaches into a larger, comprehensive social media marketing strategy.

Align Your Messaging

While paid and organic social have different purposes and different advantages, they are still both aspects of social media marketing, and they share the same end goal of growing your business. It is entirely possible that potential clients will encounter both your paid and organic messaging in their customer journey.

Look at social media from the customer’s perspective: While your message may come in the form of an advertisement or in a conversation, your audience is likely to come across varying communications across multiple channels. Your messages should be consistent enough to reflect that they come from a single company.

If your messages conflict, you might undermine your own marketing efforts on one or multiple social media channels. Even if there is no conflict across platforms, failure to align paid and organic social media efforts will waste time, opportunity, and marketing dollars.

Make Your Messages Complement Each Other

Aligning your paid and organic social media efforts is the first step to garnering the maximum advantage from your online efforts. However, the work does not stop there.

Knowing that paid and organic media have their own advantages, you should craft a marketing strategy and messaging for the two methods so that they complement each other. This does not need to be complex—it can be as simple as ma the ching tone and then having complementary messages on paid and organic posts.

This can pay additional dividends, as successful organic posts can be cheaper to promote on social media channels like Facebook because they have been proven to have a higher engagement rate. This makes it easier and more cost effective to achieve the social media amplification you desire.

While paid and organic social media are fundamentally different tools, your prospects should experience each of them as a smooth step in your overall social media marketing funnel.

Integrating your organic and paid social media strategies can help you generate increased social media amplification, fill your marketing funnel, and increase your ROI. Don’t do one or the other. They are both needed for success. I’d love to hear about how you’re integrating organic and paid social media strategies in your own business. Tell me about it in the comments!

The post 3 Tips to Successfully Integrate Your Paid and Organic Social Media appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Why Manual Bidding Will Slowly Ride Into The Sunset

Throughout the evolution of AdWords, we have seen so many rollouts and changes to how we manage our campaigns and strategy.  Removal of close variant controls, the removal and then re-introduction of device bidding, ETA’s, the dread of changing to the new UI. Despite all of this, one thing has always remained a constant: Control of our bids and the choice to use automation if we needed it.


However, things are starting to change. When you look at the expansion of the definition of “PPC”, it is starting to take more and more things under its umbrella, i.e Social, Programmatic, Video, etc. PPC is now evolved to a paid media strategy rather than a pay per click tactic. Every day, we are talking more about each tactic’s piece of the puzzle in the ultimate end goals and how they contribute.


Evolution of the Industry


This shift in focus has forced us to think more strategically and is forcing us to spend less time on the nitty gritty of the manual bid changes and more on audience and targeting adjustments to meet our end goals. When you look at the majority of the landscape outside of search, many platforms like Facebook & Programmatic are focusing on the adoption of Machine Learning into their bidding approach and against their audience matching.


Data Driven Decisions


The shift is beginning to push more and more into our day to day in AdWords. The emergence of Data Driven Attribution and ultimately the eventual release of Attribution 360 and its ability to feed this data into Automated bidding strategies puts the idea of manual on the back burner slightly, forcing us to adjust strategy and targeting rather than adjusting bids or competitiveness.




Google’s announcement earlier this week states that they will be sunsetting the App Install Campaigns in favor of Universal App Campaigns. Similar to the default settings in Facebook, UAC’s will be automatically created across multiple Google Networks including Search, Display and Youtube etc, and use a CPI model. The majority of the management will be controlled by machine learning and automation.


Maximized Conversion Bidding


“Maximize Conversions” now seems to be the default setting when building out a campaign. I actually only noticed this yesterday as I was building out a new campaign and about to write this post. As you build campaigns be aware and change this up as needed.


AdWords maximize conversions automated bidding




The ideal dream for us as marketers is for us to eventually have a consolidated single sign on for all our strategies and management in one place. While there are tools out there that help with that, there is no perfect solution. Google, however, does seem to be making a move in that direction. The recent updates to the DoubleClick Bid Manager UI, (Google’s Programmatic Solution) points to the idea of uniformity across its ad stack. Does this mean the integration of Programmatic as standard into the GDN ecosystem, or the potential ridding of DoubleClick for Search and the using of Attribution 360 for cross channel analysis? That all remains to be seen. But when compared side by side, it seems that Google is bringing continuity to keep UX consistent.


DoubleClick Bid Manager UI



Wrapping Up


Ultimately, this is just my opinion and should be taken with a grain of salt. However, the evidence is pointing us in this direction of the future being machine learning and automation and forcing the industry to focus on the Audience Strategy more and more.


Let me know your experiences and whether your agree or disagree with me on Twitter @BryanGaynor12.


My Summer with Hanapin Marketing

My experience with Hanapin gave me high standards for future employers and taught me why your colleagues are the most important part of your job.


This summer I was a Client Services Intern at Hanapin Marketing for 10 weeks. Although it was my first experience as an intern, it set the bar high for future internship programs. Going into my first internship, I was nervous of being thrown into tasks without proper training or being a glorified coffee-runner/copy-maker. However, I never encountered any of these scenarios at Hanapin. Luckily, I stumbled upon the advertisement when I did, because it brought me to the best internship in Indiana. Here are a few of the highlights from my time at Hanapin:


Day 1 at Hanapin


From the welcoming committee and coffee at Crumble to the swag bag and handwritten greeting cards, I felt important as an intern from my first day at Hanapin Marketing. As soon as I walked in the door, many members of the team approached me and started conversations as if I had been working there for years. I quickly learned that this was the office culture at Hanapin. Everyone at my internship was friendly and offered something unique to the office dynamic. The conversations I had with my colleagues the first day did so much to make me feel like a part of the team, not just another lowly intern. There is a reason why Hanapin has received best employer in Indiana for two years running and I quickly saw that as soon as the first day at my internship.


My Supervisor


My supervisor Kristine made me feel valued in many ways at Hanapin. First, she reminded me everyday during meetings that the work I was doing was valuable and would be utilized for years to come. Second, Kristine included me in every Monday Morning Meeting (MMM). During these meetings, she talked about my projects and how important they were to the entire Hanapin Team. This weekly reminder fostered a sense of pride in the work that I was doing at Hanapin. Third, Kristine allowed me to give the update during a few of the MMM’s towards the end of my internship. This was extremely nerve wrecking, but helped me to step outside of my box. Fourth, she encouraged me to participate in exercises during the training sessions, which helped me grow and develop as a professional person. Kristine was not only a good supervisor, but also a great life-coach and friend.


REDBOP with GA and Google


Remote week was one of my favorite weeks at my internship. Not only did I get access to my supervisor in-person for the entire week, but I also got to sit in on all of the trainings sessions with the Hanapin team. To my delight, one of the sessions was a sponsored training session with our Google partners. The speaker’s name was GA and he brought so much enthusiasm and wit into the training session. He taught us so much about being good sales people and improving our communication skills. Not only did I get valuable takeaways from the session, but I also got the chance to bond with the rest of the Hanapin team outside of the office.


Presentation Day


On the day of my presentation I felt everything coming full circle. Everything I learned during those 10 weeks would be put on display for my supervisor and the Director of Services. During my presentation, I surprised myself with all of the knowledge that I had obtained throughout a ten-week period. It was easy to talk about the onboarding process, accountability during the first 90 days and the different types of clients. It turns out that all of the shadowing, training sessions and department overviews were extremely helpful in order to present my project thoroughly and accurately. Hanapin’s internship program truly gave me the resources and confidence to present my final project to the best of my ability.


Closing Thoughts


The Hanapin team, the office culture and my supervisor are just a few of the things I will miss the most about my time at Hanapin. I doubt I will be able to replicate the awesomeness of this internship anywhere else. However, in the future, I will strive to find employers who will treat me with as well as Hanapin. Moreover, I hope I will find a supervisor with as much candor, enthusiasm and experience as Kristine. Kristine really made my time at Hanapin special and I can’t thank her enough! Finally, I hope that all interns get the chance to experience an internship program as fantastic as Hanapin’s.