3 Forecasting Strategies For PPC Data Anomalies

My Post (7).pngCOVID-19 is impacting every area of our lives. Working for an agency, or within a marketing department, I imagine it impacted your client’s marketing budgets (or your own) for the immediate future and most likely, for the rest of the year and into next year.

I have a client that was severely affected by COVID-19 in an extremely positive way – they could not keep up with the influx of demand. This drastically shifted our digital priorities and budgets. We are now in the midst of putting together budgets for their upcoming fiscal year, and in doing so, ran into quite a few hiccups because of COVID-19 and the resulting performance and budget shifts.

As a result, I’ve found there are a few different ways to review PPC data from the COVID-19 period.

There are three scenarios I would encourage you to look at as you create new budget projections for this year:

  • Digital revenue as is (no adjustments, no normalized numbers, no accounting for increases/decreases in spend)
    • This situation focuses on revenue to dollar ratio that actually happened before, during, and continuing through the virus outbreak
  • Digital revenue with the impact of COVID-19
    • This situation focuses on revenue to dollar ratio and any compensations that were made to your marketing budget due to the virus outbreak
    • Situation two is different from situation one as situation two takes into account if you raised or lowered your digital spend due to COVID-19. Situation one focuses on maintaining everything ‘as-is.’
  • Digital revenue without the impact of COVID-19
    • The final situation focuses on throwing out data from the COVID-19 period and considering whatever performance happened as an anomaly. A line would have to be drawn at the onset of the virus to an agreed-upon date to when normalcy in performance is/was anticipated.
      • In the case of my client, it was March 15 – to date (or until demand died down to normal levels.)

Strategy One – Projections Without Adjustments

This situation is likely the easiest to account for projections. Many marketers would likely deem this situation ‘passive.’ It is putting you in a passive position where you aren’t letting external factors impact your decisions. Your marketing dollars are set and you will not shift one way or another due to performance.

To forecast within the parameters of situation one, project budgets with all metrics remaining constant. For example, all CPCs, impression share, CTR, and CVR are assumed to not change compared to your lookback window (lookback window = the time frame you are referencing performance to project future time frame, such as last year, six months, thirty days, etc.).

In the example below, you’ll see that the revenue forecast is closely correlated to changes in the cost or budget. That is because we assumed all other metrics, like CPCs and impression share, would remain constant.

Strategy Two – Accounting For Fluctuations

Situation two differs from situation one because you are accounting for any fluctuations in the budget you made due to the virus. This situation also anticipates performance taking time before it adjusts whether it is because the virus will calm down, seasonality, or general interest returns or declines. This situation adjusts for seasonalities AND anomalies.

When accounting for fluctuations due to COVID, or any other unexpected event, you are taking into account the performance from the time period of the event and including that data in your averages (or however you choose to do your forecasting). Depending on the industry, this strategy may be the most misleading in budget forecasts. – Read more

A Complete Guide To Building A Lead Generation Website

My Post (6).pngWe all know the feeling when you don’t get enough (or any for that matter) quality leads and the frustration starts creeping in. After that comes the nervousness, when will I get leads?

No business is going to be sustainable without leads.

The best way to ensure you’ll always get quality leads consistently is by building a lead generation website and driving targeted traffic to that page.

The basic idea of a lead generation website is, not to anyone’s surprise, capturing information from the visitors who you can then sell to, online or offline.

Some use an online form to request roof inspections for example (just saw an advert about it, ‘book a free roof condition inspection now’ and a web address – simple and effective), and others use it to capture email addresses that they can send promotions to.

By now you might imagine that there must be a lot of competition, if everyone is doing it. But the fact is, not everyone has understood the importance yet, and you shouldn’t allow them to take the crucial step first.

Start building your lead generation website now and be set with quality leads coming in.

In this guide I’ll explain to you how to build a website to generate leads with. I’ll only briefly cover things like getting yourself some webhosting and installing WordPress, there, that’s them covered. You can find plenty of excellent guides like this one for getting started with a basic website.

It’s easy to build a basic website and call it a lead generating site, but it’s difficult to succeed with actually generating those leads afterwards.

In this article we’re going to talk about how to build a lead generation website and how to make sure people fill out that form and give you their information. Once you learn about these practices and put them into action while developing a great landing page, you’ll soon see results as customers respond to offers and your business really takes off.

Building Trust and Rapport

When you find yourself on someone’s website, what do you first look for?

Signs of trustworthiness no doubt.

The usual ‘Featured in’ and ‘As seen on’ have a strong effect of taking the visitors’ suspicions away, and leaving them with a lot more trust that they came in with.

This is very useful for anyone wanting an increase in lead generation, from local plumbers to book authors and ecommerce sites alike, everyone wants the visitors to trust them before trying to present an offer to them.

Another trust building factor you should be using, apart from bragging where you’ve been published in, is a trust seal.

They come in many different shapes and sizes, but almost all of them deliver a positive result for your conversions.

It has been surveyed that more than 60% of abandoned shopping carts and negative purchase decisions when interested have been directly related to a lack of trust badges on the site.

Funny how these tiny little badges can double your sales, isn’t it?

Once visitors learn to trust you and landing on your website, it’s easier to proceed to the next step.

Contact Forms Preventing You From Being Contacted?

Contact forms are the most commonly used way to collect customer information from websites, and why wouldn’t they be?

All the visitor needs to do is to fill in a couple of fields and hit send, subscribe or whatever you’ve decided to call the button.

Just keep in mind that even such a small factor as naming the button can have a huge impact, as you can see in this image by HubSpot:

But you must be careful in planning the form on your site, because regardless of what your wife or girlfriend might say, size does indeed matter.

At least when it comes to contact forms that is.

Conversion rates can also be significantly increased by the correct use of contact forms, which is why you should do everything in your power to get the best of the best contact forms out on your site.

Follow Up Or Flop

With many different ways of conducting follow ups it might seem like a difficult choice and you’d like to think about it a little longer, but please don’t.

You’re losing potential customers by the minute that you keep on considering.

Another lousy effect of poor follow up from your part is that around 65% of people speak poorly about your company and 48% go on to tell 10 or more people about their poor success with you.

This might not be true on everyone’s account, but for those of you who manage to go through with the sale this is going to become reality, which means you definitely need to have a good follow up system in place. – Read more

Want to Grow Your Email List? See How This Photographer Grew His List by 300 percent

My Post (5).pngLearn the 5 essential steps he took to grow his email list and pivot his business to an online format.

James Maher is a New York Photographer, a huge Knicks fan, and a lifelong New Yorker who got his driver’s license at 30 years old — as any true Manhattanite should. Maher never took the conventional route. His love of photography started with using Photoshop to make fake driver license IDs at the University of Madison with his college roommates.

Over time, he grew his business to offer an eclectic mix of products and services — including photography print sales, a portrait business, conducting workshops, creating online content, and authoring three books. Despite having a diverse business, COVID-19 still shut down his business along with the rest of New York.

He knew he had to transition some of his business online, so he took some time to look at short-term revenue options that could set him up for long-term growth. He began brainstorming how he could re-create traditional in-person experiences into new online opportunities.

In order to do so, he followed 5 essential steps to grow his email list and pivot his business to an online format.

The 5 essential steps to growing your list

Step 1: Search Engine Optimization (SEO)

SEO is a process of optimizing your website to get organic (or unpaid) traffic. Maher drives traffic by regularly providing unique, engaging, and free content on his site for people interested in learning about photography.

For example, he gives away a free New York travel photography guide on his website. This free guide is an essential part of Maher’s SEO and content marketing strategy.

New York Photographer's Travel Guide

“Email and SEO together are the two backbones of my business. It is a vital way to reach my fans. I don’t think I could have as diverse of a business without it,” said Maher.

He also guest blogs on other photography websites that link back to a sign up form on his website to help drive traffic.

Step 2: Unique sign up forms

Each piece of content on Maher’s website is downloadable when a user enters their email address. Maher uses different signup forms for the various pages of his website that hosts unique content. The sign up forms connect directly to a list in Maher’s AWeber account.

The New York Photographer's Travel Guide sign up form.

Step 3: Automated email series

Depending on the content users download, Maher sends more in-depth information in an automated email series, which allows him to share information and tips, build relationships with new subscribers, and promote paid products.

Automated email on an Introduction to Street Photography

Although each audience member will receive multiple emails in the sequence, Maher reminds them at the top of each email of the content they may have missed or that will be coming in a future email.

Each email includes thought-provoking images and step-by-step instructions for other photographers.

Email showing how to steps and thought-provoking images

“My email list was always vital and incredibly important to my business, but it’s even more important now because I have started to transition to more online content,” says Maher.

Step 4: Let analytics be your content compass

AWeber’s analytics help guide Maher determine the type of content he sends and when. “It gives me a lot of information about how my information is perceived, and if the content is engaging,” says Maher.

Maher reviews regularly both the open and the click-through rate on the content that he sends. Sending engaging content has allowed him to attract new audiences to his email list. – Read more

6 Steps to Attracting Paid Traffic That Converts

My Post (4).pngDriving traffic to a website is a real challenge: SEO and content marketing rarely generate results overnight, whilst social media marketing can be pegged back by constant algorithmic changes. This can lead some marketers to prioritize paid web traffic (PPC) if they are launching campaigns and seeking quick results.

However, paid traffic generation certainly doesn’t guarantee quick results, as you’ll face a wide variety of factors from audience behaviors to advertising platforms. Each paid traffic source has its own price policy and requirements for the ads it presents, which means you can end up generating countless versions of ad copy, getting clicks that never convert into leads and sales, and overpaying for customers that don’t offer a good return on your investment.

These challenges can be overcome by creating and implementing a calculated and considered paid traffic strategy that relies on a combination of manual planning and AI automation.

In this article, I will explain how paid web traffic works, and how you can make it effective for your business with a comprehensive approach.

  • What is Paid Search Traffic and How Does it Work?
  • How to Get Converting Paid Traffic to Your Website in 6 Steps
    • Step 1: Create a Smart Paid Traffic Roadmap
    • Step 2: Plan Your Budget Wisely
    • Step 3: Create Winning Ad Copy
    • Step 4: Launch an Effective Landing Page
    • Step 5: Utilize All the Platforms
    • Step 6: Introduce Automation
      • Budgeting
      • Ad Copy
      • Platforms and Optimization
      • Monitoring and Reporting
  • Building a Paid Traffic Strategy for Your Business

What is Paid Search Traffic and How Does it Work?

Paid web traffic consists of visitors who land on your website after clicking on an advert. It can come from a variety of sources:

  • Display ads: Banners, texts, images, etc. placed on third-party websites;
  • Paid search: Ads that search engines like Google and Bing will show on their results pages (SERPs);
  • Social media ads: Ads served to users on social media platforms like Facebook, Instagram, LinkedIn, etc;
  • Sponsored content: Advertisers’ content that publishers are paid to distribute; and
  • Native ads: Ads that appear on a platform in a similar fashion to its existing media.

According to The State of PPC in 2019-2020 by Hanapin Marketing, 74% of marketers consider paid traffic generation to be a huge driver for their business. We need to recognize the key differences between paid and organic traffic from search engines to understand why that might be:

Where your content appears How you can get more visits How long the results take Price
Organic traffic You can occupy different positions on SERPs depending on how relevant your content is considered to be by the search engine, but some of the ads on the first page will always be higher By optimizing for search engines in a way that outperforms your competitors It is different for everyone, but strategies can take months or years to have a significant impact You don’t have to pay to appear in organic SERPs, but you do have to pay to create and optimize content, and invest in building links to increase your domain’s authority
Paid traffic At the top and the bottom of search results pages By managing bidding options, targeting options, and tweaking ad copy to outperform your competitors You can start getting visits and conversions on the day that you launch your ads, if properly optimized You pay based on the chosen model, e.g. cost-per-click (CPC)

It’s tempting to think that a switch to PPC will help you get more visits, especially when you can essentially buy them, but basic traffic is not what you need. Paid traffic needs to generate leads and transactions.

This is known as ‘relevant’ or ‘converting’ traffic, which means that the visitors you attract should be more likely to make a purchase. To get such visitors from your paid traffic sources, wherever they are placed, you can follow a 6-step system that covers each stage of the customer journey, from clicking on an ad to becoming a paying customer.

As part of a longer-term strategy further down the line, you’ll be able to leverage other digital marketing tactics to encourage these customers to stay with you. – Read more

7 Important A/B Testing Rules to Double Conversions

My Post (16).pngIf you want to double or triple your conversion rates over the next 9 months, A/B testing is the foolproof way to do it.

Any funnel, any business model, any marketing channel.

You could easily double your customer counts within the next year.

All without having to increase your marketing spend or get more traffic.

That’s the magic of A/B testing.

There is one catch though.

A/B testing is easy to skew up. It’s counter-intuitive and goes against many of our business instincts. Even worse, it only takes one bad decision to ruin all the progress from an entire testing program.

Over decades of A/B testing ourselves, we’ve put together a set of rules that our teams always follow. If you follow these rules too, you’ll avoid the bad calls. Then it’s only a matter of time before you double your business.

#1: Allow your test to run for at least 7 days

The first is to allow your test to run for at least seven days.

The reason is that A/B tests can change very quickly. One variation may jump out to an early 350% conversion boost by day two and even be ruled statistically significant by your A/B testing software only to cool down to a 15% boost by day five. To account for these changes, you need to make sure and let your test run for at least seven days.

testing tips 1

We’ve seen countless test flipflop over the years.

They start out as winners and then end up as losers after a few days.

The first week is especially volatile. Try not to even look at the results during that week.

Another reason to test for a longer period of time is that website traffic varies from day to day. Saturday traffic, for example, can be very different from Monday traffic. Based on that, you want to make sure to get results from every day of the week before calling a winner.

You should also keep in mind that even seven days is really a short time period for an A/B test, and you may be better off letting it run for several weeks. You’re looking for a winner that will get long-term results and don’t want to pick a winning variation too soon only to find out it doesn’t actually boost conversions or revenue.

It’s also a good idea to allow tests to run until you have at least 100 total conversions. More than that is even better and less can work, but running until there are at least 100 conversions will help to give you more confidence that the outcome is accurate and will deliver the results you’re looking for.

#2: Run tests until you have a 95% confidence level

The next rule to follow is to run your test until there’s at least a 95% confidence level for the winning variation.

The reasons for this rule are the same as those for rule number one. First and foremost, you’re looking to pick a winning variation that will give you better results for the long term. This means you want to make sure the results are statistically significant and that you don’t pick a winner prematurely.

Another reason is that test results can change dramatically over the course of an A/B testing period. I’ve personally seen a variation jump out to a 105% boost in conversions after a day and a half only to lose when the test is called 10 days later. This makes it even more important to wait until your A/B testing software says the results are statistically significant.

To get a better idea about how long this will take for your test, use this simple A/B Test Calculator from Neil Patel:

So keep your test running until you hit 95% statistical significance on the calculator.

You’ll also want to keep in mind that the smaller the conversion boost, the longer the test will need to run, and vice versa. As such, if the improvement is only 5%, then you’ll need to run the test much longer than if it’s a 50% improvement.

#3: Big changes lead to bigger results

Another rule of thumb to keep in mind is that bigger changes have a greater chance of leading to bigger results.

If you change the button copy on your homepage, for example, you might only improve conversions by 5%. – Read more

3 Powerful Ways to Build an Email List Without a Website

My Post (15).pngHow to build an email list without a website
  1. Kickstart your list with a killer landing page
  2. Attract subscribers with a giveaway
  3. Leverage other peoples’ audiences as a podcast guest

Tell me if this sounds familiar.

You have the perfect idea for a new product or service.

Scrambling for a notepad, you jot down some thoughts. The pain points you’re solving. A profile of your ideal customer. A few ideas for names.

Maybe you even buy a custom domain, because this idea is the one. The idea that’ll let you turn your creative skills into a sustainable money-making gig.

And then… Nothing happens.

Haste gives way to overwhelm, as you realize how much work you have ahead of you. Building a website, growing an email list, finding visitors… It’s easy to start feeling like your to-do list is so long, you’ll never reach the end.

But here’s the truth:

You don’t need a tremendous amount of traffic to start on your big dream.

You don’t even need a website.

These days, it’s easy to overcome procrastination and build a thriving email list with just a free landing page, an email service provider (like us!), and a few simple list-building strategies:

  1. Start small and kickstart your list before launching (or even building a website)
  2. Leverage other peoples’ audiences to turbocharge your list growth
  3. Attract visitors and entice them to subscribe with an irresistible offer

So stop letting procrastination get the best of you. Here are three simple strategies you can use today, with step by step instructions to help you build an email list without a website.

Strategy #1: Kickstart your list with a killer landing page (even before you launch)

When I launched my first online business selling curated gift boxes from local makers, I spent HOURS making the design pixel-perfect.

The problem?

All that time building the site was time I could have been growing my list. And, you know, making sales.

Sure, you’ll eventually need a website to help spread the word about your business and scale your audience. But right now, you can start gathering emails and collecting feedback from potential buyers with just a simple “coming soon” page, like this beautiful landing page from Bonnie of B is for Bonnie Studio:

Coming Soon example from B is for Bonnie Studio
An example of a coming soon landing page. Image via B is for Bonnie Studio

Launching your business with a simple landing page is a great way to kickstart your audience growth. A well-crafted coming soon page helps build anticipation and excitement, encouraging visitors to sign up for your mailing list so you can keep them up-to-date. Once they subscribe, you can email them to collect valuable feedback, helping validate your idea, and allowing subscribers to shape the final product.

Creating a coming soon page also helps you overcome procrastination and launch sooner. You can start growing your list and communicating with your audience without learning to code, wrangling clunky content management systems, or spending hours on copywriting. Less work means you can launch sooner.

In fact, coming soon pages work so well, they’re even used by large companies. Back in 2013, shaving brand Harry’s used a coming soon page to power their pre-launch referral campaign. Within one week before their ecommerce site went live, they gathered emails from nearly 100,000 people eager to learn more about their brand: – Read more

Why You Need a Mix of Organic and Paid Traffic for Content Marketing to Work (And How to Get it Right)

My Post (14).pngIf you’re an online business owner, chances are that you understand that content marketing is a great marketing tactic for growing your online brand.

This is because, apart from helping you to get leads for your business, it’s also an amazing sales generation machine.

Due to this, a lot of B2B and B2C brands invest heavily in content marketing, and also getting awesome results in the process.

A recent survey by the Content Marketing Institute reveals that 91% of B2B companies use content marketing as a strategy.

This shows how content marketing is a popular trend among B2B marketers.

In another survey of B2C marketers, the Content Marketing Institute found that 86% of them use content marketing as a marketing strategy.

From the above, you can see that content marketing is a proven strategy that works for B2B and B2C companies.

While some businesses prefer to focus on organic traffic when implementing this strategy, others prefer to use paid traffic alone to boost their results.

In this post, I want to show you why you need both organic and paid traffic to succeed with content marketing, and the steps you can take to get it right.

Let’s dive in.

Organic and Paid Traffic Combination: Why You Should Use Both For Content Marketing to Work

To get amazing short-term and long-term results from content marketing, a combination of organic and paid traffic will help you greatly.

This is because, although organic traffic helps you get more leads for your business on autopilot, in the long run, it takes time to materialize. Paid traffic, on the other hand, gets you immediate results if done properly.

Before making any purchase, 65% of customers click on Ads, according to research by Clever Clicks.

This shows that by using paid traffic, you stand a better chance of converting more leads.

With organic traffic, you become a trusted source of information in your industry. Not only that, you can generate more leads for your business through it.

According to research by Impact, small businesses that use a blog to generate organic traffic get 126% more business leads compared to those who don’t use a blog.

Using blogging alone, you can get more organic traffic, which will also lead to getting more businesses to work with.

Hence, if you use both paid and organic traffic strategies for your content marketing, you’ll potentially get more results than someone who doesn’t. – Read more

Comprehensive Guide to Website Usability Testing (With Tools and Software to Help)

My Post (6)Marketers know that website usability testing is one of the most effective ways to optimize your site. Whether you’re troubleshooting low conversion rates and engagement or proactively trying to prevent them, testing your site for usability is the best way to diagnose problems (or potential problems) and find the right solution.

We’ve noticed that a lot of the guides out there treat usability testing like a one-step thing. They tell you how to make changes to your website and test them.

But based on our experience working with hundreds of thousands of companies over the past 14 years, we believe conducting a website usability study right requires 3 steps:

  1. Getting a background on how people currently use your site
  2. Identifying usability problems and hypothesizing about the cause(s)
  3. Making changes, testing, and iterating on solutions.

Without the first two steps, those changes are no more than a shot in the dark. You end up with a bunch of data that doesn’t point to any clear-cut problems or solutions. In short, you end up without any actionable takeaways from the testing.

Below, we share the full three-step process for web usability testing that we recommend to our customers. Then we talk about some of the software and tools that can help you accomplish that process and pull actionable insights out of the testing process.

Why You Should Test Your Website for Usability

Before we go any further, we want to make sure we’re on the same page about what website usability testing is and why it matters. Simply put, website usability testing is a process of looking into how visitors use your website and then identifying areas of friction or difficulty for them.

While optimizing your website for conversions is a noble goal in itself, there are a few other key reasons why marketers should do website usability testing:

  • Testing for usability helps you better understand what website visitors are doing, including whether their behavior diverges from what you expect or ideally want them to do on your site.
  • Running website usability tests can also help to explain many of the anomalies you might see in your Google Analytics data — adding a layer of why to what users are doing.
  • Usability testing gives you a mechanism for website design decisions and overall user experience in a data-driven way. Instead of guessing your way through the development process, you can design for what you know will encourage users to convert.
  • Lastly, when you test your website’s usability regularly, it enables you to continuously boost conversions and better accomplish website goals.

Website Usability Testing Methods and the Process We Recommend

Now that we have that squared away, let’s get into that three-step process we mentioned before.

Step 1: Run Baseline Heatmaps and Recordings

Before you do any usability testing or make changes to your website, it’s absolutely vital that you take a step back to understand the current state of things.

It’s easy to see low conversions in Google Analytics and immediately assume your call-to-action (CTA) copy isn’t compelling enough. But there are a lot of different reasons for low conversion rates — and changing up the copy won’t solve many of them. For example, your CTA may be placed farther down the page than most people scroll. Or you may have a pop-up that blocks users from the CTA on certain devices or screen sizes.

That’s why gathering as much information as possible about how real users are currently behaving on your website is the first step. It gives you a baseline idea of how people are moving through your website and some insight into why they’re behaving as they are.

Crazy Egg Heatmap Testing

Heatmap reports show you where users are clicking and the frequency of clicks across a page.

To do that, you can run heatmap reports and session recordings on the primary pages you want to test.

  • If you aren’t sure about the path users take through your website, it’s best to go big here — gathering as much data as you can on your most important pages.
  • If you’ve spent time mapping out your conversion funnel and know where the breakdown is happening, you can focus your heatmaps and recordings on the problem pages specifically.

Step 2: Identify Points of Friction and Hypothesize Causes

Once you have a baseline understanding of user click behavior on your website, you can start to identify usability issues: areas where users are running up against friction that blocks them from taking the next step you want them to take.

At this step, you can bring in data from Google Analytics and any other website analytics tools you use. This data can help you narrow your focus on the web pages showing problematic conversion or engagement numbers.

Diagnosing Friction on Your Website

From there, you can diagnose “friction” depending on the type of page you’re looking at.

On your homepage, for example, it’s normal to see visitors taking different paths. You might see some users click on your CTA and convert right away; others will travel deeper into your site to learn more about the company and your products. Some might jump to your blog in search of case studies on how your product works for other companies. – Read more

A Comprehensive Guide to Ad Testing

My Post (5)Back in the olden days, ad copy testing consisted of adding exclamation marks or using proper case. That was also when you only had one headline. Times have changed and so has the sophistication of ad testing. I’ve compiled a list of things to take into consideration for your next ad test.

Draft a Google Experiment or run test in the current ad group?

After talking to several people and clients I’ve determined it depends on your preference. Using experiments is a good way to allocate a portion of your budget to your test and decide if you’d like users to see only your test, original ad or make it random. Not to mention, if you prefer less cluttered ad groups, your experiments are housed in their own experimental campaign.  So then why would you want to run a test without experiments? Perhaps you’d like to see how Google treats your ads by using machine learning.

How to decide where and what to test?

It’s obvious to start testing where performance is poor, but which metrics should you compare? CTR and conversion rate should always be two of the metrics you should pay attention to, after all, they represent how users respond and convert to your copy. The first metric to pay attention to will depend on your goal, it could be conversions, cost/conversions, or ROI.

Using ROAS as our goal, we can see in the table below ad 4 has the highest ROAS and highest CTR, great so we’re making money AND the copy resonates with users. However, if we also take into consideration conversion rate and CPT, ad 3 is the clear winner. We’re still making money; the copy converts at a higher rate AND we’re saving money with a lower CPT.

Example of 4 ETA results with important metrics.

Great, now you have your winning ad, make it your control. Now decide if you’d like to conduct your test in the headlines or description lines. If you decide to conduct your test in the headlines, make sure it fits within headlines 1 & 2. Headline 3 is known to show less often which can skew your results. So, what do you test? Add a unique value proposition, exude brand authority, or try dynamic keyword insertion (DKI). There are so many possibilities, but hold on, you don’t want to add too many variables to your test. Then you won’t know if it was the personalization of DKI or your unique value proposition that worked.

A table explaining how to conduct a test using the headline fields.
A recommendation of how to test headlines. – Read more

Google Analytics – Beginners Guide

My Post (4)Google Analytics is one of the best web analytics tools on the market today. More than 50 million websites worldwide trust this powerful and robust application.

Any website can use Google Analytics to get a better understanding about what visitors are doing on the site. This free tool makes it easy to track and analyze crucial data.

There are dozens of different reports you can access using GA. Some of these are simple, while others are a bit more complex.

As a beginner, I’ll explain which reports you should be using to get started. This guide will also walk you through the process of installing Google Analytics on your website.

What is Google Analytics? Why Use it at All?

Google Analytics is a free website analytics application that helps webmasters analyze site traffic. It’s one of many tools provided by Google for website metrics.

In short, the platform gives you a complete picture related to your site performance.

GA collects a wide range of data and generates insightful reports. You can use those reports to learn more about your website and its visitors.

Some basic information collected by GA includes how many visitors your site gets, where those visitors come from, how they navigate through your site, how long they spend on each page, and much more. The list goes on and on.

Why do you need Google Analytics?

Your website is the nucleus of your online presence. Whether you operate personal blog, small business website, or international ecommerce company, your website plays a crucial role in your success.

By using Google Analytics, you’ll have a better understanding of how effective your website is as a marketing tool. You’ll learn valuable information, such as which digital campaigns are driving the most traffic to your website.

Tracking traffic patterns and visitor behavior allows you to measure the effectiveness of your website, combined with your overall digital presence.

Where are your website visitors located? Which marketing channels are driving the most traffic to your site? What are the most popular pages on your website?

All of these questions, and more, can be answered with Google Analytics.

The Most Value You’ll Get: Seeing Your Traffic Volume

Everyone who uses Google Analytics loves it. I fall into that category as well. Any time I create a new website, the first thing I do is install GA; it’s become second nature.

While Google Analytics has seemingly endless capabilities, the vast majority of GA users just use it to monitor their traffic volume.

As a beginner, this is the most valuable information that you’ll get from using this tool. Traffic is one of the most critical data points for running a website and business.

Seeing your traffic go up or down by the day, week, or month is extremely beneficial.

Even at a basic level, you can learn a lot about your the performance of website by monitoring the traffic. If traffic is increasing, something is working. Is traffic decreasing? Something is wrong or needs improvement.

For newer websites, seeing your traffic increase is a major validation metric. It helps keep you on track and motivated that you’re doing the right thing.

2 Other Useful Reports

Most of you will install Google Analytics, use it to quickly check your traffic, and then log out. While that’s totally fine, there are a couple of other useful reports you review.

  • All Pages
  • All Traffic

Even as a beginner, you’ll want to check these out.

All Pages

The All Pages report is located in the “Site Content” section of the “Behavior” menu on the left side of your GA dashboard.

The report displays all of the pages on your site that people have looked at over a certain time period. It’s helpful in determining what visitors are interested in when they land on your website.

Viewing the All Pages report will tell you which pages need to be updated or improved. Pages with the highest level of interest should be optimized for conversions. If an important page isn’t getting much attention, you can make adjustments accordingly. – Read more