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Tag: Five

Five Easy Ways to Boost Your Local Traffic In 2022

May 12, 2022 No Comments

Looking to increase local traffic to your website this year? Get started with these five easy best practices. The post Five Easy Ways to Boost Your Local Traffic In 2022 first appeared on PPC Hero.

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Five Lead Magnets that Complement Paid Traffic

April 12, 2022 No Comments

Do you want to generate leads from your ad? Do you want to create a lead magnet that complements your funnel? Here are a few ideas for you…

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Social Media Marketing in 2022: Five Trends to Double-Tap on

February 17, 2022 No Comments

Social media is always evolving, requiring businesses adapt their marketing strategies to reach more audiences. Learn more about social media marketing trends in 2022.

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Top Five Techniques You Need to know as a Paid Social Expert in 2022

December 23, 2021 No Comments

Get strategic, tactical digital advertising tips to help enhance your paid social skills at Hero Conf. Austin 2022.

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Five Best PPC Advertising Strategies in 2021

December 2, 2021 No Comments

Source Being one of the fastest ways for drawing new visitors to a website, PPC marketing is also one of the most powerful tools for attracting a target audience and business development. Although it goes hand in hand with SEO marketing, the main difference is that it is not organic but paid. Therefore, it brings […]

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Five Tips to Increase your Conversion Rate using Facebook

July 29, 2021 No Comments

The average conversion rate of Facebook ads is 9.21. If your conversion rate is lower than 10%, it’s time to start focusing on improving it with these 5 tips.

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What five news-SEO experts make of Google’s new, “Full Coverage” feature in mobile search results

March 25, 2021 No Comments

30-second summary:

  • Google recently rolled out the “Full Coverage” feature for mobile SERPs
  • Will this impact SEO traffic for news sites, SEO best practices, and content strategies?
  • Here’s what in-house SEOs from The LA Times, New York Times, Conde Nast, and prominent agency-side SEOs foresee

Google’s “Full Coverage” update rolled out earlier this month – but what does it really mean for news-SEOs? In-house SEOs from The LA Times, New York Times, Conde Nast, and prominent agency-side SEOs weigh in.

As a news-SEO person myself, I was eager to get my peers’ opinions on: 

  • If this feature will result in greater SEO traffic for news sites?
  • If editorial SEO best practices and content strategies will evolve because of it?
  • If it will result in closer working relationships between SEO and editorial teams?
  • Or, will everything remain “business as usual”?

ICYMI: Google’s new, “Full Coverage” feature in mobile search

Google added the “full coverage”  feature to its mobile search functionality earlier this month – with the aim of making it easier for users to explore content related to developing news stories from a diverse set of publishers, perspectives, and media slants.  

Just below the “Top Stories” carousel, users will now begin seeing the option to tap into “Full Coverage”/“More news on…” for developing news stories. The news stories on this page will be organized in a variety of sub-news topics (versus one running list of stories like we’re used to seeing), such as:

  • Top news
  • Local news
  • Beyond the headlines, and more

Take a look at  in-action, here:

Google's "Full Coverage" feature

Source: Google

While the concept of Google “Full Coverage” was developed back in 2018,  it pertained strictly to the Google News site and app. The technology, temporal co-locality, works by mapping the relationships between entities – and understanding the people, places, and things in a story right as it evolves. And then, organizes it around storylines all in real-time to provide “full coverage” on the topic searched for.

The launch of Google’s new “Full Coverage” feature in mobile search, specifically, is exciting because it takes its technology a step further; able to detect long-running news stories that span many days, like the Super Bowl, to many weeks or months like the pandemic to serve to users.  The feature is currently available to English speakers in the U.S. and will be rolled out to additional languages and locations over the next few months. 

What five news-SEO experts think about “Full Coverage” in mobile search

Lily Ray, Senior Director, SEO & Head of Organic Research at Path Interactive on Google's "Full Coverage" feature
Source: Linkedin

1. Lily Ray, Senior Director, SEO & Head of Organic Research at Path Interactive

Lily Ray is a Senior SEO Director at Path Interactive in New York. She’s a prominent voice within the SEO community (with +15K followers on Twitter), and has been nominated for multiple search marketing awards throughout her career. She is well known for her E-A-T expertise.  Here’s what she had to say:

 

“Full Coverage appears to be another new tool in Google’s arsenal for displaying a diversity of perspectives and viewpoints on recent news and events. It’s a good thing for publisher sites because it represents another opportunity to have news content surfaced organically. It may also serve as a way for niche or local publishers to gain more visibility in organic search, since Google is specifically aiming to show a broader range of viewpoints that may not always come across with the major publications.

Hopefully, Google will allow us to be able to monitor the performance of Full Coverage via either Search Console or Google Analytics, so we can segment out how our articles do in this area compared to in other areas of search.”

Louisa Frahm, SEO Editor at The LA Times on Google's "Full Coverage" feature
Source: LinkedIn

2. Louisa Frahm, SEO Editor at The LA Times

Louisa Frahm currently serves as the SEO Editor at the Los Angeles Times and is also pursuing a master’s degree in communication management at the University of Southern California. Prior to the LA Times, Frahm was an SEO strategist at other high-profile digital publications including Entertainment Weekly, People Magazine, TMZ, Yahoo!, and E! Online. Here’s her take:

“I’ve always liked that element of Google News. It taps into readers (like me!) who are consistently hungry for more information. 

Working in the journalism field, I’m always in favor of readers utilizing a diverse array of news sources. I’m glad that this new update will tap into that. I’m interested to see which stories will fall into the “develop over a period of time” criteria. I could see it working well for extended themes like COVID-19, but big breakout themes like Harry and Meghan could also potentially fit that bill. 

A wide variety of story topics have resulted from that Oprah interview, and fresh angles keep flowing in! As we’re in the thick of 2021 awards season, I could also see the Golden Globes, Grammys, and Oscars playing into this with their respective news cycles before, during, and after the events. 

The long-term aspect of this update inspires me to request more updates from writers on recurring themes, so we can connect with the types of topics this particular feature likes. Though pure breaking news stories with short traffic life cycles will always be important for news SEO, this feature reinforces the additional importance of more evergreen long-term content within a publisher’s content strategy. 

I could see this update providing a traffic boost, since it provides one more way for stories to get in front of readers. We always want as many eyeballs as possible on our content. Happy to add one more element to my news SEO tool kit. Google always keeps us on our toes!”

Barry Adams, Founder of Polemic Digital on Google's "Full Coverage" feature
Source: Linkedin

3. Barry Adams, Founder of Polemic Digital

Barry Adams is the founder of SEO consultancy, Polemic Digital. He has earned numerous search marketing awards throughout his career and has also spoken at several industry conferences. His company has helped news and publishing companies such as – The Guardian, The Sun, FOX News, and Tech Radar to name a few. This is his opinion:

“The introduction of Full Coverage directly into search results will theoretically mean there’s one less click for users to make when trying to find the full breadth of reporting on a news topic. 

Whether this actually results in significantly more traffic for publishers is doubtful. The users who are interested in reading a broad range of sources on a news story will already have adopted such click behaviour via the news tab or directly through Google News. 

This removal of one layer of friction between the SERP and a larger number of news stories seems more intended as a way for Google to emphasize its commitment to showing news from all kinds of publishers – the fact remains that the initial Top Stories box is where the vast majority of clicks happen. This Full Coverage option won’t change that.”

John Shehata, Global VP of Audience Development Strategy at Conde Nast on Google's "Full Coverage" feature
Source: Linkedin

4. John Shehata, Global VP of Audience Development Strategy at Conde Nast, Founder of NewzDash News SEO

John Shehata is the Global VP of Audience Development Strategy at Conde Nast, the media company known for brands such as – Architectural Digest, Allure, Vanity Fair, and Vogue. He’s also the founder of NewzDash News SEO – a News & Editorial SEO tool that helps publishers and news sites boost their visibility and traffic in Google Search. This is his opinion:

“Google has been surfacing more news stories on their SERPs over the past few years, first Top Stories were two-three links then it became a 10-link carousel. Google then started grouping related stories together expanding Top Stories carousel from one to three featuring up 30 news stories. They also introduced local news carousels for some local queries, [and now, this new feature]. It is obvious that Google keeps testing with different formats when it comes to news. One of our top news trends and prediction for 2021 is Google will continue to introduce multiple and different formats in the SERPs beyond Top Stories article formats.

As of the impact on traffic back to publishers, it is a bit early to predict but I do not expect much boost in traffic. Do not get more wrong, this feature provides more chances for more publishers to be seen, the question is how many search users will click. And if users click, Google surfaces over 50 news links plus tweets which makes it even more competitive for publishers to get clicks back to their stories.

I did some quick analysis back in July of last year When Google Search Console started providing News tab data. I found that News Impressions are less than five percent of total web impressions. Not quite sure how is the new “Full Coverage” feature CTR will be and how many users will click! The “full coverage” link placement is better than the tabs, so we might see higher CTR.”

Claudio Cabrera, Deputy Audience Director, News SEO at The New York Times on Google's "Full Coverage" feature
Source: LinkedIn

5. Claudio Cabrera, Deputy Audience Director, News SEO at The New York Times

Claudio Cabrera serves as the Deputy Audience Director of News SEO at the New York Times. He is an award-winning audience development expert, journalist, and educator. Prior to working at The New York Times, he was Director of Social and Search strategy at CBS Local. Here are his thoughts:

“It can be looked at in so many ways. Some brands will look at it as an opportunity to gain more visibility while some will feel their strong foothold may be lost. I think it just encourages better journalism and even better SEO because it forces us to think outside of our playbooks and adjust on some level to what we’re seeing Google provide users. 

From a site traffic perspective, I can’t really comment on whether this has affected us or not but I do know there are so many other areas where sites have done serious research and testing into like Discover where audiences can grow and be picked up if you do see a drop-off. I don’t think the best practices of SEO change too much but I think the relationship between search experts and editors deepens and becomes even closer due to the changes in the algo.”

Conclusion

Google’s new “Full Coverage” feature in mobile search rolled out earlier this month and is an extension of the full coverage function developed for Google News back in 2018. The aim of this new feature is to help users gain a holistic understanding of complex news stories as they develop – by organizing editorial content in such a way that it goes beyond the top headlines and media outlets. In essence, giving users the “full coverage” of the event. 

News-SEO experts seem to be in agreement that this new feature will make it simpler for users to explore – and gain a holistic understanding of – trending news stories. As far as what this new feature means for SEO traffic and strategy, experts can only speculate until more developing news stories emerge and we can analyze impact. 

Elizabeth Lefelstein is an SEO consultant based in Los Angeles, California. She’s worked with a variety of high-profile brands throughout her career and is passionate about technical SEO, editorial SEO, and blogging. She can be found on LinkedIn and Twitter @lefelstein.

The post What five news-SEO experts make of Google’s new, “Full Coverage” feature in mobile search results appeared first on Search Engine Watch.

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The five latest Google Ads features and how to make the most of them

March 17, 2021 No Comments

30-second summary:

  • Make no mistake, Google Shopping is still mostly a paid PPC channel, but you can also enjoy its free traffic
  • Video and display formats are not the type of ad you think of when it comes to online acquisition
  • They are more popular for brand awareness and influence targets
  • All conversions are not born equal, especially, when it comes to acquisition channels – a purchase on your site from a new customer has more value than one from a returning one
  • It’s easy to forget that most of the business still happens offline and that Zoom calls and online shopping are not all there is to life
  • Yet offline conversion trackings are not always taken into account
  • With Gallery Ads, Google offers a new ad format integrated into the Search Network
  • As these ad formats are for mobile displays only, their dimensions enable advertisers to make a stronger impact than with a text ad

Google released new smart features and ways to buy ads on its different channels. They allow marketers to increase their reach and to try new approaches. As always with the novelty, there will be a learning curve.

At SEISO, the reference PPC insight platform, we analyzed the impact of these updates on more than 13,000 accounts. Here is how you can make them work for you.

Content created in partnership with SEISO.

1. Get listed for free on Google Shopping

Make no mistake, Google Shopping is still mostly a paid PPC channel, but you can also enjoy its free traffic. Why is there a free option? After the introduction of the shopping channel, Google ousted most of the other price comparison websites from its SERP (Shopping.com, Shopzilla, BizRate, and others). The move was so aggressive that in 2017, the European Commission fined Google €2.42 billion (~$ 3 billion) for breaching EU antitrust rules by “giving an illegal advantage to another Google product, its comparison shopping service.” Although it is still going through appeal, Google has made changes to ensure other options are present on its services and SERP than its own. As for organic search optimization, you need to ensure your products appear in the first positions.

How to make it work for you

First, you need to start by optimizing your Shopping Ads and understand what products click and convert the most. For example, you can use SEISO Google Shopping Analyzer (Free to try) to get shopping reports. From there you can adapt your product feed and product pages to ensure you focus on products that are margin positive.  

SEISO Google Shopping Analyzer - Report

Source: SEISO Report for non-performing products in your shopping feed

Once you have trimmed the feed and pages, you can go to your Google Merchant Center account in the Growth Menu. There you will find a channel called “Surfaces across Google”. You want to set it to “ACTIVE”. This feature was initially available only in the USA and India but is being rolled out worldwide. 

Using Google Ads new features - Polish your Google Shopping Ads

2. Get impressions on display and YouTube ads but only pay for sales

Video and display formats are not the type of ad you think of when it comes to online acquisition. They are more popular for brand awareness and influence targets. 

But now Google wants to convince you otherwise. Why? Google has so much data on users’ profiles and their intents that they can predict what they will buy. Facebook has built its platform on what they know about the users from their browsing and sharing. Google knows the users very well: from the search queries, from the media they consume on its surfaces (videos and AMP pages), and its past purchases thanks to receipts received in Gmail. 

Thanks to this treasure trove of data points, the algorithm identifies which new video game console the user wants. And it only shows him the relevant ads when he is ready to buy. The ad will be more likely to convert and Google will get a higher revenue per page by only showing converting ads to users: win/win. 

Now you can run performance-based targeting for YouTube Ads and on the Display network. It usually means a lower reach than a CPM or a Trueview campaign but you will get incremental conversions while controlling your budget. 

Google Ads

But remember, this is a black box. The algorithm will decide to display your ad or not based on how much money it will generate for Google. If your products find an audience this is a virtuous cycle and you will get a lot of volume. If not, your campaign might not pick up at all. 

How to make it work for you

  • Use Smart Display with a tCPA or tROAS bidding strategy. This allows you to retain the benefits of the Smart Display framework without losing control.
  • Based on 13,000+ Google Ads accounts audited by SEISO, the best targeting are: “Similar converters” & “Custom Intent on your competitors”

You can use the audience analysis section of SEISO to identify which audience is the most relevant for you. And you can try it for free.

3. Customer acquisition is good but NEW customer acquisition is better

All conversions are not born equal. When it comes to acquisition channels, a purchase on your site from a new customer has more value than one from a returning one. Of course, loyalty is key and you need to take care of existing customers. But Search engine marketing is neither the main nor the most money-efficient channel to do so. CRM, whether through email marketing or earned social media are more efficient to re-engage your customers. The symbiosis between acquisition and loyalty is the best way to maximize your customer lifetime value.

Once you know how much money you can expect from a user in the long term, you are able to adapt the amount you are willing to pay for a new customer vs. an old one.

In Google Shopping, you can now take the lifetime value into account. Go in the conversion goals by clicking “Settings” in the left navigation of your Smart Shopping campaign. Use the “New Customer Acquisition” option. There, indicate the incremental price you are willing to pay per conversion for this type of customer versus a returning one. For example, if your CPA for a conversion is $ 42 and you set the new customer value to $ 38. It will let the campaign pay up to $ 80 for new customers and $ 42 for existing ones.

Google Ads

How to make it work for you

Make sure you are tracking your new customers, there are two ways to do so and you should use both:

  • Make sure your Google Ads account and your Google Analytics account are connected. This way, the algorithm is aware of all sales made on your website even if they came from another channel.
  • Set differentiated tags for new and old customers and let your ecommerce platform or your tag manager. You need to show one or the other tag depending on the status of the customer.

As a rule of thumb, you should align this with your promotion strategy. Focus on your product selection to boost your best-recruiting products. The ones that usually trigger the first sale on your website for new customers. 

4. Get offline! How to keep tracks on offline conversions

In these days and times, it is easy to forget that most of the business still happens offline and that zoom calls and online shopping are not all there is to life. Yet offline conversions tracking are not always taken into account. According to Google, 30 percent of mobile queries are local searches and it is the fastest-growing segment. And 75 percent of users making a local search will go to a store within 24 hours. This is a lot of conversions lost to online tracking.

Google Ads

The new version of the Google Ads’ local campaigns is here just for that. Local campaigns use GPS and Wifi to identify the location of the user. Google will display ads related to business advertising presence around the user’s current location. 

How to make it work for you

To succeed, you will need to set up an omnichannel tracking that integrates offline elements. From there you will be able to measure different types of conversion. You should create a set of conversion actions for each campaign:

  • In-store visits: Google automatically tracks walk-in traffic from user’s location captured from their Apps and OS). You will need to register all your points of sales addresses or GPS coordinates. 
  • Offline purchase thanks to offline the Conversions API or bulk sheets upload.
  • Online purchase through your regular tracking pixel.

Once your conversions start to show in the interface you will be able to optimize against each of these goals. Moving further you will be able to optimize the new full potential of each campaign against each target! To do so you try the SEISO campaign optimization tool for free. 

Source: SEISO PPC Campaign Optimisation Tool

5. Be creative! Push gallery ads over all networks

Gallery Ads and Showcase Shopping Ads on Search are good to be tested! 85 percent of respondents put more importance on visual information than text information. Visual information is preferred over text by at least 50% of respondents in all categories except for electronics, household goods, and wine and spirits (Intent Lab research, Feb 2019).

With Gallery Ads Google offers a new ad format integrated into the Search Network. As these ad formats are for mobile displays only, their dimensions enable advertisers to make a stronger impact than with a text ad. Google will continue to serve the same user with your creatives on new placements such as: 

  • YouTube: On the “Home” screens where more than 90% of users say they discover new brands & new products.
  • Discovery: Google Discovery App while scrolling the news feed and searching by interest.
  • Gmail: Through discovery, even though Gmail Ads are being rolled out, Discovery ads allow you to expand your reach from Gmail to other Google-owned surfaces. 

And of course, they are shown in the main result pages as Showcase Shopping Ads.

Google Ads

Google is always bringing in new features to test, The key to having a State of the Art Google Ads account is to test early. Once the features reach mass adoption you are already fully optimized and have secured the best positions.

There is much more to discover in the SEISO analysis report, including expert tips and best practices, account activity analysis, and more than 75 criteria sifted.

Are your Google Ads Campaigns optimized? Try SEISO for free TODAY, click on this link: www.seiso.io/en.

SEISO

The post The five latest Google Ads features and how to make the most of them appeared first on Search Engine Watch.

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Five ways to innovate your ecommerce sales funnel

March 8, 2021 No Comments

30-second summary:

  • Pandemic-driven lockdowns have driven a lot of businesses online pushing the competition and increasing demand for more conversion optimization solutions
  • One of the most effective ways to increase your sales is to revamp your cross-selling tactics
  • To get more people down the sales funnel, you need to include off-site activities into consideration, that is, when your customer interrupts their buying process and how to return them to your site
  • To better understand (and meet) your customer journey, use semantic research of your target search query
  • Finally, keep analyzing your site’s sales funnel using Google Analytics

As more and more small businesses are going through digital transformation, there’s an emerging demand for new ways to attract and engage customers.

As online shopping is becoming a norm, both the competition and customers’ expectations are quickly growing.

How to create a more effective ecommerce sales funnel? Here are few fresh ideas:

1. Revamp your product recommendations

Cross-selling (that is, showing related products on all stages of the sales funnel) is one the most important – yet often neglected – components of the sales funnel. 

Did you know that cross-selling accounts for more than a third of Amazon’s revenue? Based on the public company’s data, 35 percent of what people buy on Amazon comes from product recommendations based on AI-driven algorithms.

No wonder Amazon is using cross-selling all over the site – from product pages…

Ecommerce sales funnel optimization tips - Example from Amazon

All of these cross-selling blocks are included on a single product page.

Source: Amazon

…to checkout pages using different methods to match a customer to better products:

Ecommerce sales funnel optimization tips - Revamp product descriptionsSource: PayKickstart

Cross-selling comes in many forms, including:

  • Personalized upsells: These usually show up on product pages to urge the customer to buy something they didn’t initially intend. These can be driven by the customer’s prior buying habits or the buying habits of other customers who have bought the current product
  • Product bumps: Showing matching products right on the checkout page
  • Email-driven upsells: Automated emails sent immediately after you pay encouraging you to buy more to add to the same delivery

Ecommerce sales funnel optimization tips - Email upsellingSource: Screenshot by author, March 2021

While cross-selling is a great way to increase your average order value, it’s getting harder and harder to convince customers to fall for it. To innovate your cross-selling strategy, you may try to:

  • Personalize your product recommendations
  • Try new formats (for example, testimonials, Instagram carousels, stories)

Dialogue AI is an ecommerce solution that implements both of the above by showing product recommendations based on individual browsing data as well as turns them into captivating stories.

Ecommerce sales funnel optimization tips - Using search intent and AI to recommend productsSource: Dialogue AI

Dialogue combines cross-selling with AI-powered personalization and story-telling. It is also a fully-scaled solution that requires minimum work. The platform keeps you informed on key marketing metrics through a handy dashboard:

DashboardSource: Screenshot by author, March 2021

2. Make your customer support part of the sales funnel

The ideal buyer’s journey looks like this: They land on a product page, add it to a shopping cart, submit their payment details and wait for the product to arrive.

Obviously, it doesn’t always look like that. Customers’ journeys are often interrupted, and in many cases, they are interrupted by customers themselves who get distracted or come up with questions they need answers to before completing the purchase.

The truth is, no matter how well you set up your knowledge base, many people will still want to contact your customer support team before buying. This is where lots of buying journeys may be interrupted unless you set things up properly.

Set up email follow-ups

Any customer interactions should be recorded and there always need to be personalized follow-up based on the customer’s action (i.e. whether they ended up completing the purchase or not).

Depending on your current CMS platform, you may already have access to email automation that would allow personalized follow-ups.

Ecommerce sales funnel optimization tips - Set up follow up mails

Screenshot Source: Sleeknote

Brand your customer support team’s emails

This is something that is actually missing in the screenshot above. It is important to both personalize and brand your email follow-ups to gradually grow brand recognizability and ultimately generate more repeat sales.

Remember – Your emails mean to bring your customer back to your site. It needs to revive the interrupted buying journey, so links to your site are essential. At the bare minimum, add a clickable logo and a detailed email signature prompting your customer to take an action.

3. Mind your brand-driven search query

What is it that tends to interrupt your buyers’ journey? If it’s not reaching out to your customer support, it is usually:

  • Checking your product reviews
  • Looking for your coupon codes or special deals

To better understand your customers’ journeys outside of your site, research your branded keywords (i.e. those keywords that contain your or your product name). Google Suggest is a good place to start:

Ecommerce sales funnel optimization tips - Rank for branded search queriesSource: Screenshot from Google, of March 2021

These are all as-you-type search suggestions that may impact your customers’ journey. Make sure your pages and off-site assets rank #1 for all of these.

Start viewing all of these queries as part of your sales funnel. Do you have a landing page (or landing pages) that would do a good job getting people to continue their journey on your site? Or do you rely on third-party sites to do that?

The latter is not the wisest decision. 

Remember that these queries are often used in the middle of the funnel (right before your customer completes their purchase), so this should also be reflected in the copy.

3. Create search intent-driven copy

Whether your landing (i.e. product) page relies on organic traffic or not, using search intent to drive your copy creation is a good idea. Semantic-analysis-driven search intent analysis is the only method we have to predict customers’ expectations prior to being able to analyze the actual user on-site behavior.

Semantic analysis will help you understand your customers’ journeys better:

  • What is it they may be looking for and where may their research take them?
  • Which products may they also be interested in?
  • How to catch their attention better?

All of these questions can be answered by semantic research. Text Optimizer is the easiest tool to use here: It will grab Google’s search snippets returned for your target search query and return underlying concepts that will help you create a better-targeted copy or copies:

Semantic analysisSource: Screenshot from Text Optimizer

It is also a good way to rank your pages higher in Google, but that is beyond the scope of this article…

To this end, also don’t forget Google’s most recent recommendations on providing better information for shoppers.

5. Analyze your sales funnel

Finally, monitoring your sales funnel is a must, obviously. While conversion monitoring is not usually included in SEO metrics, most SEO analytics platforms can provide sales funnel analysis. As such, Google Analytics provides a comprehensive conversion tracking that includes sales funnel visualization.

  • To start, use this guide to set up conversion tracking in your Google Analytics
  • Then, proceed to Conversions -> Goals -> Funnel Visualizations to analyze your sales funnel:

Analyze your sales funnel to optimize your ecommerce salesSource: Screenshot from Google Analytics, March 2021

Google Analytics will show where your customers are heading instead of completing their buying journeys.

Don’t forget the basics!

Fundamentally, it all comes to providing a user experience that customers want to return to. That being said, the more happy customers, the better!

Source: DigitalEagles

So while working on your sales funnel, don’t overlook the basics: Keep an eye on your customers’ feedback, monitor your brand mentions, and always strive to optimize a better customer experience.

Conclusion

Innovation is an integral part of digital marketing. Global lockdowns have changed shopping behaviors dramatically and increased demand for digital transformation and innovation. Hopefully, the five steps above will help you make your ecommerce sales funnel more effective.

Ann Smarty is the Brand and Community manager at InternetMarketingNinjas.com. She can be found on Twitter @seosmarty.

The post Five ways to innovate your ecommerce sales funnel appeared first on Search Engine Watch.

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Five ways to use machine learning in digital marketing

February 13, 2021 No Comments

30-second summary:

  • According to Gartner, 30% of companies were already using machine learning in at least one part of their sales process in 2020.
  • Apparently, if you want to improve your digital marketing, you will need to focus on Analytics, Personalization, and Optimization. And machine learning can help you with all these.
  • ML can be used across all aspects of digital marketing, be it search engine optimization & marketing, social media, email marketing, paid advertisements, or even content marketing.
  • Co-founder of Lbswebsoft, Birbahadur Singh Kathayat discusses practical ML applications and techniques that can enhance your digital marketing.

Until the last decade, the terms artificial intelligence (AI) and machine learning (ML) were considered something related to robots and machines willing to take over the human race. But today, machine learning has already started transforming the way we live our life. The presence of technologies built on AI and ML can be felt across all walks of our life.

Machine learning and digital marketing

30% of companies were already using machine learning in at least one part of their sales process in 2020.

Intelligent machine learning applications can be used to increase the outcomes of digital marketing implementations. This advancement can help companies with personalization, big data management, and delivering a better customer experience.

Apparently, if you want to improve your digital marketing, you will need to focus on Analytics, Personalization, and Optimization. And machine learning can help you with all these.

Moreover, ML can be used across all aspects of digital marketing, be it search engine optimization & marketing, social media, email marketing, paid advertisements, or even content marketing.

Here are some of the ways ML-based applications and techniques can be used in digital marketing –

1. Improved customer experience 

Delivering a high-end customer experience is one of the objects in whatever an organization does. Integrating ML-enabled chatbots in your digital marketing process – to be specific, on your website can add to the customer experience you deliver.

About 80% of customers want their chat queries answered quickly. That’s when an AI and ML-based chat software can be your savior.

Apart from zeroing the wait time for customers, chatbot integration ensures 24 x 7 x 365 availability and allows you to broaden your database without any manual interference, once trained, and implemented successfully.

Chatbots also allow you to transfer calls or chats to human agents at any point of time during the conversation.

There’s another way chatbots can be used in marketing. You can train and make the chatbot learn (because this machine is designed to learn) to send emails, chat messages, and follow up messages on their own.

This way, you can send your customers important information related to your new offers and product launch.

And in turn, you will get a sea of information related to consumer behavior and product performance. These metrics can be used for developing strategies in the future.

2. Content creation and curation

Even in 2021, content is still the king. Content rules all forms of marketing. Without content, you wouldn’t be able to market your brand.

Content creation and content curation both require hours of brainstorming and digging. Here, machine learning tools can save you plenty of time which you can use in other crucial areas demanding your attention. It can help you improve what you write and publish.

Curata, Flipboard, Pocket, and Vestorly are some of the most popular content curation tools you can use to create highly engaging stories to post and share.

These ML-based content curation solutions can organize information and content, suggest bytes and contents, and create compelling curated content with their brilliantly designed templates.

The use of machine learning applications has also eased the way people write or create content. The auto-correct on your cell phone or Gmail compose box are a perfect example of machine learning technology.

We are yet to develop a technology that can write on its own without human intervention. But there is a tool, Quill that can create descriptions from a large set of data.

There are many AI and ML-based content creation tools such as frase.io that can help you research the topic and summarize long texts quickly. Built on conversational AI, the tool can continuously optimize the content on your website for better engagement and experience.

Emails are still a powerful marketing tool. The tool called Phrasee can help you create result-bound email copies and subject lines.

3. Website UI/UX

The user interface (UI) and user experience (UX) of a website are among the most important aspects of digital marketing. They are directly related to your website’s search ranking and visibility.

Machine learning tech can also help improve website design. We have already mentioned that you can analyze and find valuable insights related to the behavior of users and the performance of your website using advanced ML tools.

The technology will allow you to create websites that your users find practical and useful. Leading website building tools – such as Wix, Weebly, and WordPress – use technology and analytics to build simple yet effective and useful websites.

4. Marketing automation

If you use marketing automation tools, you can expect more than 10% revenue growth within a year. That’s the reason why over 79% of renowned brands have started using marketing automation in the last three years.

Automating your marketing will take your growth strategy to the next level. Tools built on machine learning can decode and learn from trends, suggest actions based on history and past experiences, and provide accurate analytics to help you develop strategies and take actions that yield.

Customer segmentation, pitching to the exact audience, and sending follow-ups become non-human tasks with advanced ML-based marketing tools. After every implementation and campaign, the tool learns automatically and shows scopes for improvement for future campaigns.

5. More optimized advertising

The traditional way of advertising includes choosing the right ad content and selecting the right channel or platform to display your ad. You will also need to work on finalizing the right time to show your advertisement. This is more a manual job with high chances of ads not delivering to expectations.

With AI-based advertising tools, such as Facebook Ads or Google Ads, you can pitch well-optimized ads to your audience. They allow you to find the right audience for your ad and cut your advertising cost significantly.

Apart from reaching your potential customers, you can display ads in a variety of formats and multiply the outcomes from different angles using these advanced ad channels. Just for a glimpse, you can find potential customers based on the traits of your existing customers or the customers of your competitors.

Not just that, you can send your ads when your average audience is most active. This new-age technology saves your time and spends while improving your returns on investment.

Last but definitely not the least

Social media is the most used marketing tool after email. It has also emerged as the main tool to deliver customer service in real-time. Customer engagement, brand promotion, and lead generation are also the top activities of brands on social media. You can use AI and ML technologies to strengthen your social media.

ML-enabled social listening tools help you with reputation management. Using these tools, you can monitor what your followers and non-followers are talking about you and your products. You can track the mentions of your brand, keywords, hashtags, and related products.

This is where you have a chance to reach out to unsatisfied customers, resolve their issues, and convert them into happy customers.

You can also understand which type of content at what time is engaged (or criticized) most. This will help you plan your social media content next time.

Moving forward, you can also use the competitor analysis data to create your campaigns.

Your SEO can also leverage innovative ML tools. SEM Rush, Hubspot, Moz, and other leading SEO and digital marketing tools have AI and ML behind their development.

Birbahadur Singh Kathayat is an Entrepreneur, internet marketer, and Co-founder of Lbswebsoft. He can be found on Twitter @bskathayat.

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