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

7 Cold Email Templates to Boost Your Outreach

My Post (3)There are many reasons why you might need to send a cold email as a marketer. The fact that it is so commonly used in B2B communications means that it is something that most of us simply cannot avoid doing at some stage in our careers — or while building our businesses.

That said, cold emailing often makes even the most hardened marketer or salesperson feel a little uncomfortable; there is something a little unnerving about reaching out to a total stranger who you have never communicated with in the past.

But it doesn’t have to be that way. Cold emailing is still an effective sales and marketing tactic when done right.

The problem is just that many don’t get it right. 

Cold email is an art. And you need to know how to get the most from the tactic for it to be effective, as well as to prevent uninterested recipients marking your mail as spam.

And let’s be clear on one point — cold emailing isn’t spam. Not when done properly.

Just because you have never communicated with someone in the past doesn’t mean that you can’t add value to them and that you don’t have something of value to offer them.

Yet all too often, cold communication is considered spam simply due to the number who don’t do it right.

In this guide, you will learn how to do cold emailing the right way, whether that is as a marketer or a salesperson, and walk away with a series of different templates that you can utilize for your own cold communication. Here is what this cold email guide will cover:

  • What Is Cold Emailing?
  • The Golden Rules of Crafting the Perfect Cold Email
  • Cold Email Templates that Convert
  • 1. Guest Post Outreach
  • 2. Pitching to The Press Outreach
  • 3. Resource Link Building Outreach
  • 4. Outreach Follow Up
  • 5. Influencer Collaboration
  • 6. Value-Add Sales Pitch
  • 7. Do Me a Favor Email
  • What Is Legal When Sending Cold Emails?

What Is Cold Emailing?

You are probably familiar with cold calling. You know, where a telemarketer or salesperson calls you up and tries to sell you something, get you to complete a survey, or something similar.

Once a lot more common than it is now, but there is a good chance you remember it well.

You can probably count on one hand the number of times when you actually took action from such a call. And those where you did were most likely calls that addressed a current need of yours or added some sort of value and gave you a reason to listen to what they had to say.

Remember this — it is all about adding value.

We will come back to this later.

Quite simply, cold emailing is when you reach out (by email) to someone who you have never had previous communication with. It is like cold calling but by email.

There are a number of reasons people send cold emails; here are some of the most common reasons:

  • Link building outreach (including guest posting, resource link building, and digital PR)
  • Sales prospecting
  • Influencer marketing
  • Seeking mentoring
  • Asking a favor from someone (appearing on your podcast, sharing tips for your round-up, etc.)

The most important thing to grasp when running a cold email campaign is how to do it, rather than why.

By understanding what drives success, what just frustrates recipients, and what pretty much guarantees that your email will be deleted without being read, you can tailor your emails accordingly.

The 7 Golden Rules of Crafting the Perfect Cold Email

While it would be wrong to say that there is only one right way to put together a cold email, there are definitely things that you need to make sure you consider.

Cold emailing isn’t an exact science, and that is the beauty of the tactic — there are best-practices you should adhere to and things that you need to make sure you avoid.

Choose Your Prospects Carefully

You should not be using a ‘spray and pray’ approach to any form of marketing, let alone cold emailing. Spray and pray is where your ‘strategy’ is to send as many emails as possible and hope that a small number stick and are responded to.

  • This is spam; it is not a marketing tactic, but a surefire way to damage your reputation.
  • It is also why cold emailing gets a bad name.

It is important to take the time to carefully build up a relevant list of prospects whose inclusion you can justify.

For every contact that you add to a prospecting list, you need to know why they should be there and how they would benefit from the content of your email.

This also gets you thinking about the tactic from their perspective, not yours.

How will they benefit from your email? Don’t focus on you.

Prioritize Getting Your Subject Line Right

If your subject line is weak, you can be sure your email will go straight to trash.

In fact, it is safe to say that your email’s subject line is the most important part of any cold email. If your subject line isn’t engaging, your email isn’t going to be opened and read.

And if your email isn’t being read, the recipient isn’t going to be taking any action.

Be sure to prioritize getting your subject line right. Avoid subject lines that sound spammy or look like a blatant sales attempt and focus on adding value.

Personalize Your Emails

No one wants to feel like they are receiving the same email as hundreds of others, especially when you are offering something deemed to be “exclusive.”

You need to make sure that you are personalizing your emails, at least to some degree.

There are a number of ways that you can do this, including segmenting your prospect list into tightly targeted groups who share the same problem or have a commonality between them.

At the very least, be sure to personalize by name and their business or publication, as well as showcasing why you believe they could benefit from what you have to offer.

Introduce Yourself Properly

The whole concept of cold emailing means that your recipients don’t know who you are. They have had no prior communication with you, so it is important that you properly introduce yourself.

  • Why should someone listen to what you have to say?
  • What is your experience, and how does that relate to their current pain points or frustrations?
  • Why should they trust you?

At this stage, you are a total stranger, so you need to break the ice and build trust quickly. But this is harder to do than it sounds. Building trust, at least partially, by email, isn’t easy.

One of the most effective ways that you can do this is by including social proof and giving the recipient something they can connect with, whether that’s namedropping a common connection, showcasing recent social engagements, or even press mentions.

The more you can do to build trust early on in your email, the better your success rate will be.

Identify and Demonstrate a Pain Point

Unless you can create a hook that encourages the recipient to read your email right through, you will lose them. – Read more

7 Website Conversion Optimization Best Practices

My Post (2)For the past year at BiggerPockets, we have been testing ways to drive up our free membership sign up conversion rate.  BiggerPockets is an online resource for real estate investors, with education and tools designed to help people seeking financial freedom through real estate investing.

I run the conversion-rate optimization program at BiggerPockets, which has been focusing on driving free membership signups for the past 9 months. In that time, we’ve been able to increase our free signup conversion rate by 81%.

If you take all of the successful tests we’ve run and group them into themes, seven core categories emerged. Below, I’m sharing these seven types of acquisition tests we’ve run at BiggerPockets, with real experiment examples and data, so you can start leveraging these with your own experimentation team.

1. Social Proof

The power of community cannot be overstated for every website. Most simply put: When people see that other people like them are doing something, they begin to perceive that action as more valuable (it must be if everyone else is doing it!). You can put this concept into action on your website by finding ways to communicate to your users what their peers are doing on your website.

At BiggerPockets, we’ve had success with this concept in a number of places. Most notably, we used it on our homepage to to drive an increase in our sign up conversion rate:

Hypothesis: If users see that other members of the Biggerpockets community are signing up, they will see more value in signing up. This will result in more users filling out the signup form.

What we tested: Added text to our sign up form that said “X,XXX” people have joined BiggerPockets this week

Results: +6% increase in sign up conversion 

conversion optimization social proof

As a final note I will add: We have found that this concept works well on our free sign-up flows but is less likely to work on conversion for higher dollar items (E.g. our $390 BiggerPockets Pro membership). It’s important to consider your different audience cohorts in experimentation and how motivations may be different.

2. Call to Action: Lower User’s Commitment

When a user lands on your website, asking them to make a $400 purchase within 5 minutes is like proposing to somebody on the first date. Asking them to take one tiny step towards using your website is much more palatable. I recommend analyzing all of your registration calls-to-action (CTAs) to ensure you are not overstating the commitment a user is making by clicking on that button.

For example: On the BiggerPockets bookstore, we have a page which lists every book we sell (essentially a product-listing page for those familiar with retail). For a long while, our CTAs on this page said “Buy Now.” However, by clicking on the button the user was not actually making a purchase. Instead, they were linked to a page which gave the user more details about the book they were considering purchasing. We tested changing this CTA from “Buy Now” to simply “Book Details” to reflect the true commitment the user was making by clicking the link.

conversion optimization call to action

Hypothesis: If we change the bookstore CTA from “Buy Now” to “Book Details”, users feel like they are making less of a commitment when they click the CTA and be more likely to explore what the book is about.

What we tested: Changed bookstore CTAs from “Buy Now” to “Book Details” – Read more

The Definitive Guide to eCommerce SEO for 2020

My Post (5)For any ecommerce site, ranking at the top of search engines is a high priority. While paid search can place you at the top of the SERPs you there, the long-term cost to remain there may not be sustainable. You need the number one spot, and eCommerce SEO can help you achieve this.

In this step-by-step ecommerce SEO guide, we will explain everything you need to know about SEO strategy for ecommerce websites and provide tips and strategies that will help you optimize your site effectively. Here are the main topics we will cover.

  • Why SEO Is Important for Your eCommerce Site
  • Keyword Research for eCommerce Websites
  • On-Page SEO for eCommerce Websites
  • Technical SEO for eCommerce Websites
  • How to Fix Common Technical SEO Issues on eCommerce Websites
  • Content Marketing for eCommerce Sites
  • Link Building for eCommerce Sites
  • Local SEO for eCommerce Websites
  • eCommerce SEO: Some Final Best Practice Tips

Why SEO Is Important for Your eCommerce Site

SEO is a critical necessity for e-commerce websites. Your products need to rank higher than your competitors, and they need to display the right way so potential customers can find the products they need in the SERPs and choose your site to click on.

When done right, ecommerce optimization strategies will help you rank highly, and your pages will provide the best solutions to a user’s search intent. Optimizing eCommerce sites can yield an ongoing, free source of high-converting organic traffic to your site.

This means less reliance on advertisement spending, a plus for any online business.

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In a 2017 study conducted by SEMrush on how e-commerce companies drive traffic to their sites, the results show 38% of retailer traffic comes from organic search.

SEO will help increase your organic search traffic, and help your ecommerce site rank higher in search engines. With so many users using Google to research purchasing decisions, both at home and on the go, need an optimized website and product pages.

Keyword Research for eCommerce Websites

The core of any effective eCommerce SEO optimization strategy starts with keyword research. Making sure you are targeting the right keywords is essential to your SEO efforts. Focusing on the wrong target keyword can negatively impact your impressions and bring low-converting traffic to your business.

The Initial Steps of Keyword Research

The first part of an ecommerce SEO strategy involves listing your category and product pages and then identifying and mapping, on a page-by-page basis, the keywords to target.

Product-Focused Keywords

For ecommerce keyword research, your strategy should prioritize product-focused keywords, taking into account your homepage, product categories, and blog content — this means also ensuring you are targeting keywords based on a medium to high search volume that are strongly relevant to your brand and not too difficult to rank for.

Buyer Intent

In a recent SEMrush post, Sandeep Mallya broke down search intent:

https://cdn.semrush.com/blog/static/media/10/a0/10a0261107220a8cc9708b63c8e0d98d/search-intent-example.png” data-source-height=”479″ data-source-width=”1200″ data-gtm-vis-has-fired-9025619_57=”1″ />

Your focus should be on choosing transactional keywords over informational keywords. Why? Because your main priority is ranking for keywords that lead people to purchase, and transactional keywords typically lead to high conversions rates.

How do you find them?

Consider buyer intent. Buyer intent refers to the intent beyond the consumer’s keywords when searching online, which reflects where they are in the buying cycle.

For example, someone searching for a relatively broad keyword (also known as a ‘head’ term’) such as ‘men’s shoes’ is likely to be at the top of the funnel (the research stage), meaning they are still probably assessing the options available, and not ready to buy yet.

Someone looking for ‘black men’s running shoes, size 42’ strongly indicates they are ready to purchase, due to the specific, detailed nature of their keyword (and would be considered a long-tail keyword). This is what we call commercial or transactional intent, and what your eCommerce SEO keyword research should hone in on.

Keyword Research Tools for eCommerce SEO

Using keyword research tools can help dramatically simplify the process of finding keyword ideas when it comes to optimizing ecommerce sites. Let’s take a look at some of the most commonly used by the SEO community.

SEMrush Keyword Magic Tool

The SEMrush Keyword Magic Tool provides access to a global keyword database with over 17 billion keywords and is particularly useful for finding semantically related long-tail keywords.

These are important to target, as they represent keywords with less competition than broader terms, and they have potentially a higher click-through rate thanks to the intent behind them. – Read more

7 Steps to Launch a Successful Online eCommerce Marketplace

My Post (4)The growth of ecommerce marketplace websites is on the next-level. According to a digital commerce analysis, the top online marketplaces Amazon, eBay, Alibaba, Etsy, etc.have accounted for 58% of global online sales in 2019. It clearly shows people prefer to buy from multi-vendor marketplaces due to different reasons such as competitive pricing, assured product quality, better customer experience, etc.

Also, the above stats are inspiring many Entrepreneurs to start their online marketplace where they can invite local sellers or vendors to sell. If you are thinking to launch your multi-vendor marketplace, then here are some steps to launch a successful online ecommerce marketplace:

  1. Market Research & Competition Analysis:

Analyzing the market and competition is the most crucial step. Gather information on your customer needs and analyze competitors’ market strategy. There is a famous quote by “Beth Comstock” American business executive:

“Know thyself. Know the customer. Innovate.”

It will help you make an informed decision regarding choosing the right business niche. Think about what problems your online marketplace is going to solve.

  1. Contact Different Sellers

You may consider this step in the later stages, but that is not the right approach. Reach out to sellers who are selling on other online marketplaces and ask them about the pain points and the benefits they are getting on selling there. Take the help of offline or online surveys to understand sellers’ requirements.

  1. Documentation or Requirement Gathering:

Once you are done with the research part, create a requirement gathering document to find out the answers to the questions below:

  • What are the features and functionalities you want in your multi-vendor marketplace?
  • How would you handle Shipping and Delivery management?
  • Do you need to integrate any third-party APIs? If yes, what are those?

You can hire a technical team for requirement gathering to save your time & efforts.

  1. Pick the Right eCommerce Platform to Start:

Choosing the right technology solution is very important. You need to choose an ecommerce platform that comes with in-built ecommerce features and can be easily customized. There are two types of ecommerce platforms, ie. Saas & License eCommerce platforms. Licensed or on-premises ecommerce platforms are considered the best solution to start multi-vendor marketplaces because they allow more flexibility and control. However, if your budget is limited, Saas (Software as a Service) ecommerce platforms are good to go. – Read more

The Best Keyword Research Tools You May Not Be Using

My Post (3)Recent survey results from SEMrush reveal that 91% of marketers in 2020 are utilizing content strategies as part of their marketing efforts. The breakdown of the types of content that marketers prioritize shows blog posts continue to top the list with 86% of content strategies leveraging blogs.

To date, over 4 billion websites exist. Combine this with constantly changing search algorithms, and it’s understandable why it’s challenging for blog content to rank in search. However, it’s important to remember your website isn’t competing against all 4 billion sites.

First, we can reduce the number of websites to rank against from 4 billion to the ones within the same niche as your company. By narrowing the scope of goals to focus on a company’s KPI’s, you create consistent, measurable analytics you can track monthly. This will help ensure that your website is ranking for the right search queries.

Implementing SEO best practices, which includes incorporating targeted keywords, is a crucial part of an analytics-backed content strategy. Each blog post is an opportunity for a web page to appear in a search query. By tracking how web pages rank in search for impressions, clicks, time on page, and conversion, companies can gain a clearer idea of how potential and current clients are engaging with content. Some KPIs to consider are measuring the number of conversions on specific landing pages, how many people followed up and called to learn more about your services, or emailed and scheduled an appointment for a demonstration.

Another critical aspect of a strategic content marketing plan is creating unique content that adds helpful information and contributes to the conversations within your industry. If you answer the same question that your competitors have already explained, why would someone click your blog post link? When you take the time to extend the conversation, you can help people generate additional ideas, encourage more in-depth discussions, and position yourself as a thought leader within your industry.

In order to leverage the right content at the right time, SEO best practices include conducting keyword research. When you know which industry keywords have the highest search volume, you can begin to create a content calendar that focuses on specific content topics you know your clients and potential clients are already reading.

There is a difference between identifying a broad topic by the search volume and narrowing the subject matter further by researching specific phrases, otherwise known as a long-tail keywords. When you pair search volume with a keyword difficulty range, you will identify the best topics to feature that fit what your buyer persona is searching for, and that also highlight your company’s services and products.

For example, let’s say your broad keyword term is “commercial property.” Depending on the real estate market, the long-tail keyword phrase could either be “short sale commercial property” or “best investment commercial property.” Writing the wrong blog post could make you seem out of touch with current events and cause your clients to question whether you understand the commercial real estate market.

Which Keyword Research Tools Should I Use?

There are a lot of options when it comes to choosing a keyword research tool. Many of them offer a free trial period or give you minimal information unless you pay a fee. The thing to know about these tools is that most of them are gathering information from the same source – Google. So, you could end up paying multiple sources for the same data sorted in different ways. That’s why it’s great to have a variety of free sources that look at keywords from different angles.

First, it’s important to make sure that you connect your website to Google Analytics and Search Console. Take time to review data such as Behavior Analytics and see which content is most popular with the people who already know about your company or follow you on social media.

Additionally, you should use a tool such as SEMrush, Serpstat, or Google AdWords to pull a list of broad keywords by volume. This will help you confirm you are on the right track for your buyer persona. Now it’s time to dig into finding those long-tail keyword phrases and also figure out which questions are trending when it comes to your industry keywords.

The Best Keyword Research Tools You May Not Be Using

AlsoAsked.com

AlsoAsked.com takes a search term and maps what other questions “people also ask.” The algorithm presents a visual map grouping how each sub-question topically stems from the overarching topic. AlsoAsked.com allows you to sort by Term, Language, and Region. – Read more

When To Test Google Ads Portfolio Bidding

My Post (2)Automation is a feature that isn’t going away anytime soon and Google continues to offer additional features. Portfolio bidding has been around for a while, but it’s something I’ve just recently started experimenting with after having a lot of success with automation at the campaign level. In this post, I’ll break down portfolio bidding and 5 scenarios when I tested it.

What Is Portfolio Bidding?

Portfolio bidding allows you to group campaigns together under one bidding strategy. This gives you the opportunity to feed more data into Google’s AI and ultimately drive better performance.

There are some other smaller benefits too. You can save time by managing multiple campaigns at once and set maximum bid limits on Target CPA and Target ROAS campaigns. If you’re seeing success with those strategies but are plagued by high CPCs, this could be an option to help mitigate those risks.

How to Create a Portfolio Bidding Strategy

These are all saved in the shared library under the bid strategies tab. Here you’ll have the opportunity to create new strategies and check on performance. You can find details under each strategy along with useful tips that should yield better results.

If you’ve set up an automated bidding strategy in the past, you should be well familiar with the process and what strategies work best for you. Keep in mind, picking the right strategy is still important (maybe more important). The larger amount of data isn’t going to offset the wrong choice.

When To Test Google Ads Portfolio Bidding

Based on my experience, I recommend using the underlying intent of each campaign to guide which campaigns get grouped together for portfolio bidding. Oftentimes, campaigns are over-segmented based on other account goals: controlling budget, match types, devices, audiences, etc. Portfolio bidding allows us to unify those campaigns while keeping some of that segmentation in place.

Here are a few Google Ads account scenarios when I’ve tested portfolio bidding.

Campaigns Segmented by Location

This was one of the first scenarios in which I tested portfolio bidding. For one brand, campaigns were segmented by location between the brand’s home state and other high-value areas. This allowed the brand to allocate more budget to its closest audience but also slightly tweak ads to people living further away.

The underlying objective & theme of the campaigns were the same which prompted the test.

Campaigns Segmented by Audience

We expect remarketing audiences to perform better and we can use that to our advantage in a unified strategy. If you have the budget, you can use a Target CPA or Target ROAS strategy to offset more expensive conversions at the top of the funnel from the remarketing audience.

Campaigns Segmented by Match Type

While I’ve been moving away from breaking campaigns out by match type, it still makes sense in some instances or if restructuring hasn’t been a priority. Utilizing portfolio bidding will allow you to combine those campaigns from a bidding standpoint. – Read more

Why Does Your Business Need Email Marketing?

My Post (1)Here’s why every business needs Email marketing .

In 2020, every business is navigating the clouds of covid-19 among a host of other issues to kick-start operations, and drive growth. Now, what if you could invest a dollar today, and earn $42 in return as ROI for an investment. Would you be interested? This is the promise of email marketing for small, medium, and large businesses alike. And, if you haven’t paid any attention to this great marketing tool yet, you need to start immediately. According to a website named Statista, in 2018, over 281 billion emails were sent daily. Moreover, the number is expected to touch 347 billion by 2022.

Go on reading to find out how email marketing can work wonders for your business.

Email marketing is Simple and Effective . 

There are many digital marketing channels out there for your business. These include SEO, AdWords, content marketing, among others. Among these, email marketing is the simplest technique, which will be easy for your consumers to use and for staff members alike. Moreover, emails can be used both as a form of a formal and professional communication as opposed to something like social media. Hence, you can get straight to the point about your services and products, and present them in your own words. On the other hand, social media requires businesses to play a ball-game that essentially caters to social engagement. This is why email marketing continues to be the go-to medium to distribute content for marketers globally.

Email marketing is a Low-Cost Investment 

Thanks to the simplicity of using emails, it promises to be the most low-cost investment in marketing. If you are a business owner, you will have consumers with email IDs, as well as your staff members who have knowledge of how to use different email clients on their phones, as well as PCs. On the other hand, for Search Engine Optimization, businesses require know-how of how Google search engine works. Moreover, for SEO, you will need to hire SEO managers and web designers. On the other hand, as a business owner, you can engage in email marketing all by yourself with the help of online tools like Mailchimp, Campaign Monitor, etc. These tools can be availed for as little as $10 per month. Furthermore, you can invest in professional email templates for as little as $49..

The email works on click-based interactivity. Once the users click on the CTA “Click here to get it”, they will be shown a basket with four Easter eggs. Clicking on each of these eggs will display a unique positive note to create good Easter vibes.

Email marketing helps in Brand Building

Brand building is a key concern for every business. So how do you channel your marketing efforts in the right direction in order to build your brand? Email marketing can be a vital aspect in brand building. While emails are a great way to welcome subscribers, nurture leads, build trust and engage them, they help to build your brand image.

A consistent template (with consistent brand colors), personality, and voice in emails can help to build your brand. Most businesses collect emails with the consent of their customers, so email marketing gives credence to your marketing campaign and your brand in general. Emails help in establishing authority and building strong relationships with subscribers.

It delivers the Best ROI

Email marketing is one of the best ways to directly connect with consumers. So, when this is set up right, it can help deliver an astonishing ROI as compared to other marketing channels.

For every $1 spent, email marketing generates $38 in ROI.

But to get this astonishing ROI, businesses need to:

  • Better understand how email marketing metrics work. You need to be measuring the KPIs that help to keep your brand in the good books of your subscribers and email clients.
  • Start measuring your email marketing ROI in the form of revenue generated by subscribers that click though and convert.
  • Look for high absolute returns instead of just a high ROI.

You can set Measurable Goals 

Email marketing also remains extremely popular as it provides businesses with concrete ways to achieve their marketing goals. For example, with email marketing automation tools and HTML email templates, you can measure the open rate, click-through rate, and bounce rate among others. – Read more

Click Share Vs Impression Share – Which One Should You Care About?

My PostThe more aggressive your bids are, the more impression share you own, the more conversions you get. Simple, right? Well, not quite… Let’s start by breaking down what the famous share metrics actually mean!

Metric Definitions

Here is how Google define these terms:

  • Search Impression Share: Impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive.
  • Impression Share (Top%): percent of your impressions that are shown anywhere above the organic search results
  • Click Share: Number of clicks you’ve received on the Search Network divided by the estimated maximum number of clicks that you could have received.

Is it really all about showing on top of the Search Results?

It is hard to deny the impact of standing at one of the top spots on the Google search results. The platform boasts an incredible volume of highly qualified, action-ready customers. This consideration has led to continuous bidding wars as advertisers compete for traffic from their top valued keywords. In this aggressive battle, it can be easy to forget why digital advertising was a revolution: It’s all about targeting, who we show our ads to, and not how many people see it.

Impression share shows how often an ad appears, while click share demonstrates the frequency in which it is clicked. At the end of the day, quality website traffic is what we are after. Following this philosophy, the plan on one of my accounts has been to create campaigns based on demographics. Each age group and gender was given its own campaign. For example, 64+ females and 18-24 males would both get their own separate campaigns. The result can be seen in the graph below: our advertising cost was cut by a half and our ads garnered more click share.

How is it possible that simply building campaigns around demographics can lead to a 49% decrease cost and a 64% increase in click share all at once. You would think that in a very competitive space, only bidding higher to maximize impression share can lead to a higher click share. In this instance, the exact opposite happened. To explain this rather counterintuitive result, let’s rephrase this blog title in a slightly different way.

Click share vs Impression Share, which one does Google care about? 

Google’s number one goal is always going to be revenue. To do so, they will seek to provide users with the most useful, relevant query possible to maximize the chance of a paid click. The giant’s triumph resides in his ability to successfully match the user intent to specific web pages. Therefore, the success of an advertiser on Google search ultimately depends on their ability to match their ads to the user intent. While keywords are powerful tools for targeting intents, they are only a first step. Google provides us with countless information about the user that helps us evaluate with more precision what the intent behind a query can be and yellow Ferraris can help us understand how big of a difference this audience information can make.

The Yellow Ferraris (cause really I like them, and I know  you do too…)

What is the difference between a 21-year-old, recent graduate, searching “Yellow Ferrari prices” and a 50-year-old, restaurant owner, searching “Yellow Ferrari prices”? The former is probably debating the topic with his friends in a restaurant, while the restaurant owner is actually trying to buy one. Same query, two different intents. Going beyond keywords and looking at the audience behind the query allows advertisers to better match user intents and ride along Google’s boat, which, guess what, kind of seduces Google. If you are advertising yellow Ferraris, Google will favor you if you only show to high-income earners and could severely penalize you for bothering college students who simply do not care about buying such an expensive car at the moment. By literally buying impression share, you are moving into irrelevant audiences. By going after click share, you are maximizing on your best audiences. Someone wants a Ferrari, you sell a Ferrari, deal! The user is happy, you are happy, and Google is happy and gives you the top spot you were craving for. – Read more