Best Business Search

Tag: Marketing

6 Best Metaverse Marketing Techniques to Adopt in 2022

September 25, 2022 No Comments

Metaverse is taking the world of virtual reality to unimaginable heights. It’s a whole new world, after all. And with that, not just entertainment but the future of marketing is here too. Metaverse marketing techniques allow marketers to explore new frontiers to deliver the ultimate immersive brand experience. 

With metaverse marketing, you can promote your brand digitally in a way that’s never been done before. You get to target your audience like PPC marketing but can put those ads up on billboards inside the metaverse like traditional marketing. 

Grayscale Research predicts that by 2030, the metaverse market size will be more than $ 1 trillion. The report also says that advertising forms over 40% of the total addressable market on the metaverse.

Image via Grayscale

So, it’s clear that marketing is going to be big in the metaverse, which makes it important to get on the bandwagon sooner than later. But as complex as it is, the metaverse can be overwhelming.

To help you get started well, I’m sharing 6 metaverse marketing techniques you can consider for your business in 2022. 

Let’s take a look. 

What is Metaverse? 

Metaverse is exciting. But what is it really? 

The word means “beyond the universe.” Metaverse technology is a combination of multiple innovative technologies like artificial intelligence, augmented reality, virtual reality, the Internet of Things (IoT), and 5G.

It consists of several elements, as you can see in the image below.

Image via Gartner

In simple words, it’s a 3D virtual world that delivers a fully-immersive media experience. Think of it as a digital world that you can experience on your gadgets. 

From a marketer’s perspective, a whole new and advanced dimension can be added to advertising by exploring metaverse marketing techniques. 

6 Metaverse Marketing Techniques to Deliver Ultimate Brand Experience

As an entrepreneur, if you want to get your business future-ready, it’s important to consider including metaverse marketing techniques into your strategy mix.

Take a look at these top 6 metaverse marketing techniques you can adopt in 2022 to get ahead of your competition. 

1. Replicate Real-Life Marketing in Metaverse 

The introduction of the metaverse doesn’t mean that your real-life marketing strategies become redundant. In fact, many metaverse marketing techniques are based on the most successful techniques that you and I already use. 

If you learn to successfully replicate your real-life marketing strategy in the metaverse, you can surely achieve the same brand awareness and engagement. In fact, you can get targeted advertising while getting the complete attention of your target audience.

And the best part is that you don’t even need to change your tech stack for it. You could still use the same lead generation software or keyword research tools to create and manage ads for the metaverse.

2. Consider Creating Metaverse Brand Assets 

To engage users and deliver unique experiences, businesses need to invest in creating a brand identity on social media and other digital platforms.

And you can do that in the metaverse too.

One of the top metaverse marketing techniques is to create distinct metaverse brand assets to drive brand awareness and distinguish your brand from others. 

Non-Fungible Tokens or NFTs, badges, collector coins, and so on can all be used to support your brand identity on the metaverse. In fact, you could even open your brand outlets in the metaverse to build your presence there.

Take a look at some of the cool NFTs Coca-Cola created for its metaverse fans. 

Image via Coca-Cola

Remember, when you are creating NFTs, make sure that they are something your audiences will cherish. 

3. Incorporate Gaming into Your Strategy 

In its most basic form, the metaverse is a virtual reality game. The excitement that gaming renders is unmatched, and an element of the same excitement can be induced into your metaverse marketing strategy too.

One of the most effective metaverse marketing techniques you should consider is to create mini-games within the metaverse to grab the attention of your audience. Whether you are a fashion brand, sports brand, or something else, you can use a series of metaverse games to engage your visitors. 

These could include things like football, fashion shows, cooking games, and so much more. Think of it as a game within the game.

You can incentivize users with points, gaming cards, or brand assets to have them come back to play the next level of games and stay connected with your brand. 

4. Create Live Immersive Environments

Your metaverse marketing strategies should not be limited to preset scenes. You can go ahead and create highly immersive live environments where users can interact with your brand and each other in real time.

You should consider hosting events, concerts, hangouts, live video shopping events, and parties in the metaverse.

When planned thoughtfully, these can deliver the same degree of fun and socialization that people experience in the real world. 

Such metaverse live events can draw a lot of following, gaining visibility and even sales for your business.

5. Sell Digital Products for Metaverse Avatars

Here’s one of the top metaverse marketing strategies that several brands are already using to generate revenue. To exist in the metaverse, users create their digital avatars, and they would love to customize them in various ways. 

Brands can cash in on this opportunity by creating digital products for their avatars and generating revenue from them. You can even come up with creative ways for partner marketing and influencer marketing to promote your products in the metaverse. For instance, you could work with an influencer and have them try out your apparel in the metaverse.

And the best part?

You can create any kind of digital product, right from accessories to apparel and much more. And for the payment, you can generate QR codes that avatars can scan to make a payment, just like they do in the real world. 

Nike recently purchased RTFKT Studios, a digital merchandise company. They are now creating and selling digital products for avatars and generating sales for the company. 

Image via YouTube

Are You Ready to Explore Metaverse Marketing Techniques for Your Business?

We are living in an era where technology is evolving rapidly. Be it AI tools for digital marketing or metaverse, the advancement is phenomenal. 

And while metaverse is becoming increasingly popular among users, it’s also a great avenue to promote your business in a virtual world just like you’d do in the real world.

If you are looking to get ahead of your competitors, you should consider the metaverse marketing techniques discussed above. Go ahead and try out these techniques to create unparalleled brand experiences for your audiences. An exciting world awaits you. 

The post 6 Best Metaverse Marketing Techniques to Adopt in 2022 first appeared on PPC Hero.

PPC Hero


The Pros and Cons of Combining Content Marketing With PPC and How to Pull It Off

September 14, 2022 No Comments

It’s no secret that content marketing and PPC are two of the most important and popular types of digital marketing strategies. But what happens when you combine the two? Is it a match made in heaven, or does it end in disaster? In this post, we’ll take a look at the pros and cons of combining content marketing with PPC, and we’ll also offer some tips on how to make it work.

What Does It Mean to Combine Content Marketing With PPC?

As we all know, content marketing is all about creating and distributing valuable, relevant, engaging content to attract and retain a clearly defined audience to drive profitable customer action. Content marketers focus on crafting well-written, compelling, SEO-friendly copy that answers users’ questions and helps boost organic traffic and website authority within a certain niche.

On the other hand, PPC is a paid form of advertising that allows you to place ads on search engines and other websites to drive traffic to your website.

This is nothing new. But what exactly does it mean to combine the two? It means using PPC campaigns to promote highly-valuable and highly-converting content on your website. In other words, you’re using SEO-friendly content to attract organic traffic while also using targeted PPC ads to drive traffic to that same content.

Why Would You Want to Combine PPC and Content Marketing?

There are several reasons why you might want to consider combining content marketing with PPC. The most important are:

1.) High-Quality Content Can Be Better at Converting Than a (Very) Well-Written Ad

It’s common for PPC marketers to focus their attention solely on the quality of their ads and landing pages. While that’s certainly important, it’s not the only thing that matters. If you’re driving traffic just for the sake of a sale and you disregard the reason or intention behind a user typing in a keyword in Google, visitors are likely to catch on quickly. They’ll realize that they won’t find what they’re looking for on your site and click away.

But if you use your PPC ad to drive traffic to valuable content that answers a user’s question, they’re much more likely to stick around. This is great for you because good content is much better at driving conversions and generating leads than other forms of marketing. In fact, marketers who focus their strategies around content marketing report six times higher conversion rates than those who don’t.

But it can sometimes take time for a good piece of content to reach the top of the SERPs. That’s when combining it with a well-targeted PPC campaign can help. Both strategies work together as one: your PPC campaign drives traffic to your content, getting people to interact with your brand and share it with others. This helps boost your content’s ranking. On the other hand, your content is more likely to convert readers than PPC ads alone. So, by driving traffic to your content with your PPC ads, you’re effectively getting more value from your PPC campaign.

2.) Build Trust With Good Content and Boost Your PPC ROI

When users see a PPC ad, they’re generally aware that it’s an advertisement and that the company is trying to sell them something. This isn’t necessarily a bad thing, but it does mean that there’s a certain level of distrust there, making people less likely to click on your ad. In the best of cases, an ad does very little to improve the level of trust in your brand from someone who only just found out you exist.

But what if, instead of selling your reader something right off the bat, you direct them to a piece of content that yells, “We know what we’re talking about here!“?

If you take them to content that positions your brand as an authority within your niche, content that offers value and will make your readers keep coming back for more, this can build trust between you and your audience. Nowadays, trust is one of the most important forms of equity a brand can have, as people are more likely to buy from a brand they trust.

It’s a bit of a roundabout way to go about it, but the truth is that driving traffic to valuable content using PPC and building trust with your audience is an effective way to improve conversions and, in turn, the ROI for your PPC campaigns in the long run.

3.) You Can Use PPC to Test Different Types of Content

If you’re not sure what type of content will work best for your target audience, using PPC to test different pieces is a great idea. You can create different ads that link to different types of content and see which ones perform better in terms of engagement, conversion rates, and other important metrics.

This is a great way to fine-tune your content strategy and focus on types of content such as videos, infographics, blog articles, and UGC, which are most likely to resonate with your target audience and lead to conversions.

4.) PPC Can Help You Promote Time-Sensitive Content

If you have time-sensitive content that you want to promote, using PPC is a great way to do it. You can create ads that specifically target people looking for the type of information your content provides and make sure that your ad reaches them at the right time.

This is particularly important in some very dynamic niches like the crypto investment space or the stock market, where a piece of news can make an exchange go ablaze, like what happened in 2021 with the Reddit-GameStop-Robinhood saga. In those cases, getting a good piece of content up in record time can mean the difference between making it big time or missing the wave.

Cons of Combining Content Marketing and PPC Campaigns

PPC can be a great way to drive traffic to your content, but it’s important to remember that it’s not a silver bullet. If you’re not careful, you can waste a lot of money on PPC ads that don’t lead to conversions.

Here are a few things to keep in mind if you’re thinking of using PPC to drive traffic to your content:

1.) PPC Can Make Your Content Marketing Much More Expensive

PPC can be a very effective way to drive traffic to your content, but it’s important to remember that it can also be quite expensive, depending on your niche and the keywords you’re targeting. If you’re not careful, you can easily spend more money on PPC than you’re making in revenue from your content.

Before you start a PPC campaign, it’s essential to do your research and make sure that you understand the costs involved. Otherwise, you could spend a lot of money with little to show for it.

2.) PPC Requires Constant Optimization

If you want to make the most out of your PPC campaigns, you need to optimize them constantly. This means regularly testing new ad copy, keywords, and targeting options to see what works best.

PPC can be a lot of work, which adds on top of the work needed to craft a good piece of content when you combine the two. If you’re not prepared to put in the time and effort required, it’s probably not worth pursuing.

3.) PPC Can Be Disruptive

If you’re not careful, your PPC ads can disrupt the user experience. This is particularly true if you mistakenly target keywords that aren’t a good fit for the content you’re promoting, even if it is topically relevant.

For example, if you’re running a PPC ad for a blog post about “How to make the perfect cup of coffee,” that has the ultimate goal of selling an online course about becoming a barista, but you’re targeting the keyword “coffee beans,” you could end up with a lot of clicks from people who are looking for information about where to source coffee beans, and not how to make a cup of coffee. While the post may still be interesting to them, it may not lead to a good conversion rate.

Tips on How to Combine Content Marketing With PPC Campaigns

As long as you keep an eye on the potential pitfalls, the pros outweigh all the cons of the content marketing-PPC combo. So, how do you actually combine the two? There are plenty of ways to use PPC to drive traffic to your content without breaking the bank or disrupting the user experience. Here are a few tips:

Tip #1: Use PPC to Promote Content Early in Your Content Marketing Strategy

When you first launch a new piece of content, it can be difficult to get it in front of your target audience based solely on organic search results. As we said above, you can use PPC to promote your content in the early stages to give it a boost and help get it in front of more people and up the rankings. Once the post or other type of content starts performing well on its own, you can turn your PPC budget off or direct it to other content.

For example, if you’re promoting a new digital currency exchange in a country like the U.K. through content marketing, you know that it’ll be quite hard to stand out from the competition through organic traffic alone because crypto exchanges are in a very saturated market, even if there are a couple of major players that dominate the crypto scene. This is where combining your content marketing with PPC can prove to be useful, generating traffic to your content and getting Google to notice it more.

Tip #2: Use PPC to A/B Test Two Types of Content Quickly Within a Very Targeted Niche Audience

If you’re not sure which type of content will perform better with a particular target audience, you can use PPC to A/B test two pieces of content quickly. By setting up a well-targeted ad (something PPC marketers are great at) and directing readers alternatively to one content or the other, you’ll be able to acquire very important data regarding your audience. You can then use that information to decide what content to produce more of in the future.

PPC can be a great way to quickly test headlines, types of content, and even calls-to-action to see what performs best with your target audience without waiting for both versions of the content to start performing well.

Tip #3: Use PPC to Drive Traffic to High-Performance Evergreen Content

PPC doesn’t just work to get new posts off the ground; it can be great at capitalizing on your well-performing content as well. If you have a piece of cornerstone content that’s performing well and continues to generate traffic and conversions over time, you can use PPC to give it an extra boost and reach a wider audience. This is a very smart way to make your PPC dollars go as far as possible because this is content that you already know is doing well.

Think about it, if a record company has an artist generating most of their sales and driving most of their ROI, doesn’t it make sense for the record company to promote that artist wherever they can? Of course, this doesn’t mean they’ll abandon the other artists and put all their eggs in one basket, but they’ll certainly be promoting the ones bringing home the bacon a lot more.

For example, suppose you’re running a website that teaches people about personal finance, budgeting, and expense management. These types of websites usually make money by suggesting partner brands and their products to readers through review posts, comparisons, and listicles. But one of the main reasons people visit the website in the first place is to learn something they didn’t know before.

For example, they may be interested in learning about how investing works or about what factors to consider when choosing a good credit card for their business or for personal use. This type of content is always relevant and will always provide value to the reader. You can use these evergreen posts to drive traffic down your sales funnel, so driving more traffic to the evergreen post through PPC will almost always be highly effective.

Tip #4: Use PPC to Remarket Content to People Who Have Visited Your Site Before

PPC isn’t just for getting new people to visit your site; it can be great for getting people who have already visited your site to come back and engage with more of your content. This is called remarketing, and it’s one of the most effective ways to use PPC to improve traffic and conversions.

The way it works is that when someone visits your site, you place a cookie on their browser that will allow you to show them ads for your content when they visit other sites. This is a very effective way to keep your content top-of-mind and get people who have already shown an interest in what you do to come back and engage with more of your content.

The Bottom Line

Content marketing and PPC are two great strategies that can work together to improve traffic and conversions. The key is to use PPC in a way that complements your content marketing strategy, rather than trying to use it as a replacement for content. When used correctly, PPC will improve your content’s overall performance and, in turn, your content’s performance will improve your PPC campaign’s ROI.

The post The Pros and Cons of Combining Content Marketing With PPC and How to Pull It Off first appeared on PPC Hero.

PPC Hero


CX Has a New Key Disruptor: Partner Marketing and Data-Driven Hyper-Personalization

August 29, 2022 No Comments

When it comes to the modern e-commerce landscape, customer experience is everything. Your customers now expect seamless service across all platforms as more businesses move to integrated data. On top of that, customers want to feel valued as individuals.

Until recently, this personalized experience was only viable with audience segmentation. Breaking down customers into groups like age, likes & dislikes, or income bracket. 

Now, with advancements in AI, data processing, and storage, we can get insights into each individual customer. We call this hyper-personalization, enabling your contact center to experience customer interactions on a deeper level. 

As e-commerce trends go, hyper-personalization seems like it’s here to stay. This article will cover everything you need to know about hyper-personalization. We’ll focus on how to use it to boost your partner marketing strategy. These tips will help you whether you are an established business or a new company just dipping your toe into the water.

What is Partner Marketing?

You’re probably familiar with partner marketing, at least in some way. This is any marketing you do through third parties. Whether that’s your affiliate network, partner businesses, influencers, or even customer referrals. These are a few types, but partner marketing could include:

  • Loyalty/reward programs
  • Influencer marketing
  • Content-based marketing
  • Distribution partners
  • Authorized resellers
  • Sponsorships
  • Product/brand licensing
  • Development partners
  • Referral Marketing
  • Product placement

It’s an exhaustive list, but most online marketers will focus on the following four key areas for partner marketing.  

Affiliate Marketing

Affiliates can be other businesses or individuals with a solid online presence. You give them personalized links, which they repost via their social media channels or blog. Then, you pay the affiliate a commission every time someone uses those links to buy from you.  

This works best for brands that strongly associate with the influencer or blog owner’s audience segment. For example, a business software blog would be a good affiliate option if you sell contract management solutions to B2B clients. 

Referral Marketing

Referral partners are a bit like affiliates. The difference is that these partners have personal experience with your brand, and recommend it only to close contacts. Referral marketing can happen on social channels but involves personal, not brand, accounts. 

The advantage of this type of referral is pre-engaged traffic. The referral partner only recommends your business to personal contacts with an existing need. This means they trust the partner’s opinion and are highly likely to convert. It’s a low-volume, high-quality, approach.  

Channel Partners

This is a wide bracket of third-party businesses that help market your product. Specifically, channel partners help you reach new markets, either geographically or demographically. It could be suppliers, distributors, resellers, brokers, or any business you work with. 

This kind of partnership requires a pre-existing relationship with a third party. It also needs an established marketing strategy that your partners can follow. 

Strategic Marketing Partnerships 

These partnerships involve working with a separate business towards a single goal. Often, your business values or objectives will align in a non-competitive way. This gives you opportunities to cross-promote to each other’s audience. You can look at startup trends to further your research.

For example, consider EE offering Apple TV and music as part of their phone plans. It’s a selling point for their network, bringing in more subscribers to Apple’s ecosystem. Both businesses benefit.

There are many ways that strategic partners can work together. Joint sponsorships of events, partnering on community initiatives, or shared subscriber benefits. These are a few ideas you could pursue. 

Casting A Wide Net  

The issue with a lot of partner marketing is that your business has little idea who the audience is. Sure, you can target businesses and influencers in specific demographics. Yet, as individuals, you have little to no idea about their habits, and preferences. 

Using data-driven hyper-personalization can overcome this barrier. This will allow your business and your partners to reach your audience on a more personal level.  

What is Hyper-Personalization?

We’re talking about tailoring content, marketing, or even pricing, to each individual. It sounds like a monumental task for any large business, but using AI-assisted data analysis makes it achievable no matter your scale. 

Regarding partner marketing, you’ll need a robust data collection, storage, and analysis process. You need to accommodate your partners’ data, too. This will require automated data collection and AI-driven processing.

Deloitte’s recent whitepaper study shows how you can use personalization at every stage of your buyer’s journey.

Image Source

The Data-Driven Approach to Personalization

These advanced AI computing networks use neural network processing to sort vast amounts of customer data. They analyze it and provide usable output in the form of reports. You can feedback the resulting data into your system to optimize content.

The AI can identify trends in customer habits, and preferences right down to the individual level. That’s what makes this strategy work. 

Cloud storage technology also helps enable these collaborative efforts. Your business and partners can remotely collect data in the same non-physical location. This just wouldn’t have been practical with traditional separate systems. 

The Benefits of Using Personalization & Partner Marketing Together

You might be wondering how all this data helps you connect with customers. Now you have individual data like channel preferences, engagement, and activity habits. This means you can dynamically tailor your messaging, offers, etc., to that customer’s tastes. 

Using AI-driven automated systems means you can deliver individualized content seamlessly. Marketing techniques like dynamic ads, and push notifications only make this easier. Even when customers know their ads are being personalized, 90% prefer it

Thanks to recent technological advances, many cloud technology Instance Types are affordable even for smaller businesses. It means there’s little to no extra cost to incorporating your partners’ data into the network. 

Final Thoughts: Personalize to Optimize Your Customer Experience 

In the end, it all comes back to enhancing your customer experience. The whole point of personalizing a user’s content is to deliver them the best experience possible. Customers want to feel valued, listened to and engaged. 

You can achieve these three critical customer satisfaction points no matter what your product or service is. Data-driven insights will let you get to the core of your customer’s needs, and behaviors. 

It doesn’t matter if you’re signing customers up for a Netflix subscription or giving B2B clients an exploratory testing example. You can still design your content around their needs, pain points, and interests. Using the right data insights will equip your business with the knowledge needed.  

The post CX Has a New Key Disruptor: Partner Marketing and Data-Driven Hyper-Personalization first appeared on PPC Hero.

PPC Hero


Why First-Party Data is The Future of Digital Marketing

August 25, 2022 No Comments

It seems that the era of third-party cookies is becoming a thing of the past. 

Major browsers such as Firefox and Safari had already started to block third-party cookies on their browsers. But they’re not the only ones to do so.

On January 14, 2020, Google announced they would phase out third-party cookies in Chrome. They intended to do this “within two years,” which should have been in 2022.

However, Google pushed back their deadline twice – first, it was delayed until 2023, but recently, Google delayed the phase-out until “late 2024”.

first party data

Nonetheless, what is certain is that third-party cookies are phasing out. It’s only a matter of time until they are entirely gone. 

You may have heard of the cookieless future.

But what does this all mean for digital marketing? 

To a greater extent, what does this mean for digital marketers who have relied on third-party cookies for conversion tracking, reporting, and campaign optimization for around two decades?

In a nutshell, this means that as a digital marketer, you must learn how to harness the power of your own data – otherwise known as first-party data. 

first party data google ads process

In a “cookieless future,” you must learn to adapt the first-party approach to your marketing strategy before third-party cookies phase out.

If you’re scratching your head trying to figure out what it all means, don’t worry- you’re far from alone!

What is First-Party Data?

First-party data is simply a type of data or information you collect from your own sources instead of someone else’s (i.e., Google).

first party data example

If you are working with a client, tap into their first-party data.

You can collect first-party data from various assets:

  • Website
  • App
  • Social media
  • Surveys
  • CRM

The more channels you use to engage with your customers or users, the more sources you’ll have for your first-party data.

What separates first-party data from outside sources – namely, second-party and third-party data – is better insight and consent.

Consent is part of the more significant movement towards privacy and transparency, evolving from consumer demand. 

After all, if a user subscribes to your newsletter or submits a contact form, they are giving consent to you using their data.

How Do You Collect First-Party Data? 

Collecting first-party data depends on the channels you use to engage with your customers. 

For example, if you have a website, you most likely have a set of first-party data within your analytics or CRM dashboard.

Website & CRM Data

  • Pageviews
  • Purchase history
  • Browser type
  • Location (city, country, etc.)
  • Demographics
  • Language
  • Referring websites
  • Email
  • Phone Number

Social Media Data

  • Post likes
  • Comments
  • Giveaways
  • Interests

Generally, it’s best to be intentional when gathering first-party data. 

first party data example

For example, if you are working on a marketing campaign, you may compile different data during the awareness and buying decision stages.

You may be interested in what catches the user’s attention in the awareness stage. 

But once the user is about to buy your product, you may want to know what led them to buy it.

Benefits of First-Party Data Over Third-Party Cookies 

First-party data offers some benefits compared to third-party data, especially now that the latter is slowly phasing out. 

first party data example

But even before the phasing out of third-party data, first-party data offers benefits that third-party data cannot provide:

  • First-hand information
  • Compliance with privacy laws
  • Less expensive
  • Signals trustworthiness

First-Hand Information 

Unlike second- and third-party data, first-party data is something that you obtain yourself. 

Hence, you have better control over it – i.e., which data you will collect and how you use it.

Also, first-party data offers better insight than second and third-party data since it comes directly from your customers. 

Compliance with Privacy Laws 

Generally, using first-party data is compliant with privacy laws because your users or customers provide their consent for their data by using your website or any channel you use to engage with them. 

Since they provided this consent, you are less likely to face data privacy complaints.

It would help if you were transparent about processing the data your users are providing.

Less Expensive 

First-party data is generally cheaper compared to third-party data. Sometimes, you can even get them for free.

However, first-party data takes more time to acquire than third-party data.

Nonetheless, given the quality of insight they provide, acquiring or gathering first-party data on your own is always worth your time, energy, and money.

Signals Trustworthiness 

Gathering and primarily using first-party data signals trustworthiness to customers. 

Customers will appreciate transparency in how you gather and use their information.

Introducing Zero-Party Data

Zero-party data is a term that was coined by Forrester in 2020. It refers to data that is collected directly from customers without the need for any third-party involvement. 

You can collect this data type through value exchanges like providing a more personalized experience or offering a discount.

Why Use Zero-Party Data

There are several benefits to using zero-party data. First and foremost, it allows you to collect data directly from your customers, giving you a more complete and accurate picture of who they are and what they want.

It can also help build deeper relationships with your customers, who willingly share information with you. This transparency can lead to more loyalty and engagement down the line.

What First-Party Data Means for Advertisers

First-party data has always been important for advertisers, but it has become even more critical in recent years. 

With new privacy policies and the ability to use customer match lists on Google Ads and Facebook Ads, advertisers have had to rely more heavily on first-party data.

First-party data has been a challenge for many advertisers, as first-party data can be difficult to obtain and often requires a lot of investment. 

However, the benefits of using first-party data are clear. Advertisers who use first-party data can create more targeted and effective campaigns, leading to better results.

If you’re an advertiser, you must invest in first-party data. Doing so will allow you to create more targeted and effective campaigns, ultimately leading to better results.

The Problem for Advertisers

One of the challenges of using first-party data is that it can be difficult to track conversions. When website visitors choose not to accept cookies on a website, it makes it even more challenging to track their activity.

Blocking cookies can make conversion tracking more challenging to measure and report on for advertisers. However, there are ways to get around this issue, and it is something that advertisers will need to continue to work on in the years ahead.

Embracing the “Cookieless Future”

Third-party cookies will be obsolete soon.

As the industry slowly shifts from third-party to first-party data, marketers must make the necessary changes and implement a first-party data approach for future marketing campaigns.

Then, you can learn to collect and utilize first-party data to maximize marketing efforts. 

Ultimately, the benefit of first-party data is for the user.

Since the data comes directly from your customers, you’ll have better insight into how your customers relate to your brand and vice-versa.

Still unsure about first-party data?

Don’t worry. We have until 2024 to figure it out.

The post Why First-Party Data is The Future of Digital Marketing first appeared on PPC Hero.

PPC Hero


Maximizing eCommerce and Performance Marketing Activity

August 13, 2022 No Comments

The pandemic and resulting consumer behavior changes have led to a new era of eCommerce, with people around the world increasing their reliance on online shopping and brands investing far more money and attention in direct-to-consumer activity. It’s thought that 78% of D2C brands have increased their marketing budget over the past few years compared to only 60% of traditional retailers.

With so many businesses turning to eCommerce to drive overall business growth, there is far more focus on the end-to-end customer experience, CRM, and broader data usage to help maximize the value of paid traffic. Here are a few of the key areas you can focus on to help drive success;

eCommerce

Building a Unique and Engaging Brand Experience

With so many new brands and so much competition, traditional brands are now looking to build better experiences, with incoming paid traffic being a big consideration for net new customers. Key aspects for new users coming from paid channels include more considered landing pages (with more story-telling and engaging branded content – there are some good examples here) and initial user journeys (curating products better and allowing for more engaged users, etc,).

Often there’s a need to educate users, leading with content, particularly if traffic has been driven through upper funnel paid channels. Experiences should be built around audiences with a focus on engaging content and unique user experiences. Think about how you’re telling a story and selling the brand to users from different campaigns and try to make your site unique, interactive, and deliver engaging content. A great example of this is Asket, which sends paid traffic to more curated landing pages (as per this example) and also does a great job of telling the product and brand story on their product detail pages.

 

Asket.com

 

This is just one example, but brands like AllBirds and On-Running are also really good at this. More traditional brands need to catch up to the DTC brands here. Lots of our clients are now investing in this area. 

Better Post Purchase Experiences

With new DTC brands emerging every day, driving repeat purchases is key to allowing for higher CAC and scalability. Key considerations here include up-sells through a strong check-out experience, post-purchase considerations, and creating a strong loyalty offering to drive second and third purchases. It’s essential to think about all the touchpoints, and how to use customer data wisely once it is acquired. 

For example;

 

Optimizing the Initial Landing Experience for New Users

It’s important to have different landing pages for different groups of users and campaigns which reflect different objectives and brand positionings. Consider things such as data capture prompts for paid users (based on new users), quick links for easy navigation (to considered pages that will aid the journey), and capitalize upon the opportunity to personalize the user experience. 

For example, for a user who was driven to the site via Google Shopping, showing more prominent cross-sells or highlighting a price match CTA is likely to hold more weight than a user who came direct (these users are often more price sensitive so it’s important to try and maximize these kinds of things). 

The importance of A/B testing really comes into play here to better understand how to maximize the traffic 

Paid Media

Utilizing and Obtaining More First-Party Data

One of the bigger shifts in the market is changes with regard to privacy and stricter regulations coming into play. Last year’s changes around iOS 14 and Google moving to a cookie-less world pose new and continued challenges to advertisers.

Across paid channels, adopting your 1st party data will help drive greater success. Creating segmentation such as VIP or At Risk will allow you to target more relevant content. Capturing that data is also increasingly more difficult, in addition to pop-ups on site as mentioned above, it’s good to consider value exchange and rewarding data sharing, particularly on social channels, enticing new customers to share details or encourage re-engagement.

We are increasingly seeing brands become more creative with the way in which they do this, with things such as engaging quizzes to aid product fit, etc. The data from this can be fed into a customer property within your CRM. 

Continue to Add Value in a World of Automation

It seems over the past 18 months, Google Ads has had a complete overhaul. Now with Performance Max adoption soon to become mandatory, focus on continuing to add additional value. Consider how you can maintain a level of control over the catalog and display ads within campaigns, and how the users will experience the brand once they land on site. Supply the campaigns with a strong set of assets, and build out and test relative asset groups to better understand what resonates best with the user. There may be some key learnings you can take here, with regard to site merchandising. Finally, think about how you can incorporate business data, best sellers’ insights, or margins for greater efficiency.

Enhancing your Activity

One of the biggest trends we’ve seen across our clients of late is the diversification of channel mix and reaching further upper funnel audiences. The likes of TikTok, Snap, and Pinterest have been of particular focus. However, one of the bigger challenges is justifying the role these channels have to play to key stakeholders when typically ROAS is lower here. CoS has been a key metric that has allowed us to do so.

Using CoS allows us to understand the wider impact of paid marketing on-site revenue. Scaling spending whilst keeping CoS flat is the overall goal – but when spending more and assessing your CoS and overall revenue you can begin to understand the impact of additional or less spend on-site revenue.

We’d still recommend measuring and optimizing towards platform ROAS to ensure campaign activity is as effective as possible. However, this allows you to understand the diminishing returns of paid activity and to forecast more accurately how your paid activity can contribute to eCommerce results as you invest more.

Another key factor is that a lot of brands will monitor platform ROAS on a small lookback window (7 days on Facebook for example). Whereas a number of brands will have a much longer path to purchase and using CoS allows you to account for media spend and revenue over a much longer period

Final Thoughts

Consumers expect online experiences to be smooth and friction-free, and with an ever-competitive marketplace, it’s important brands put the time in to ensure they stand out and speak to their audience.

Creating quality content both on-site and across paid channels is a great way to drive traffic. It’s also critical to identify the ways in which you can keep your audience engaged, driving greater data capture and increasing brand loyalty. And finally, ensure you are always testing across your site and media mix, helping drive insight into actionable next steps for greater success. 

The post Maximizing eCommerce and Performance Marketing Activity first appeared on PPC Hero.

PPC Hero


How to Create Video Marketing That Converts

August 8, 2022 No Comments

Did you know that there are at least 720,000 hours of fresh video content uploaded on YouTube per day? 

That soaring number shows that internet users are attached to videos. Gone are the days when businesses use those bulky, text-heavy paragraphs to give their audiences an idea of what they’re selling. Videos can do it so much better without annoying them.

It makes sense why more than 86% of marketers have jumped into the video marketing bandwagon to take their overall campaigns to a whole new level. But, just like any other marketing strategy, high-converting video marketing campaigns need to be well-prepared and well-thought.

A poor, amateurish video campaign can do more harm than good. it will scare away your potential customers and even hurts your online reputation.

At this point, one burning question would be, “so, how do you create a video marketing campaign that converts?”

In this guide, we’ll show you how to create a solid video marketing campaign from start to end that converts your viewers into paying customers.

Step #1. Define What You Want to Achieve

Every digital marketing strategy needs one specific goal to work. The same goes for your video marketing campaign. 

You can’t just produce a bunch of random videos, upload them on the internet, and cross your fingers– hoping that they will do any good, whether building brand awareness or increasing your conversion rate without having any metrics to track.

Defining your goal is the first and most important step in planning a solid video marketing strategy because it will shape every other element in your campaign.

Are you trying to increase brand awareness? Drive more traffic to your website? promote a new product or service? Get more leads and subscribers? 

You need to be very clear about what you want to achieve with your video marketing campaign before moving on to the next steps.

Step #2. Find Your Target Audience

Now that you know what you want to achieve, it’s time to identify your target audience. 

Your target audience is the group of people who are most likely to be interested in your products or services.

You need to understand their needs, wants, and pain points. Only then can you produce videos that speak directly to them and offer solutions to their problems.

There are a few ways to find your target audience:

  • Look at your customer data (if you have any)
  • Use social media listening tools
  • Conduct market research

Step #3. Come Up With an Intriguing Content Idea

Now that you know who your target audience is, it’s time to start creating engaging video content.

Your video content must be compelling enough to grab your audience’s attention and hold it until the very end.

The most important thing to remember when creating your video marketing campaign is to focus on quality over quantity. It’s better to produce a few great videos than a bunch of mediocre ones.

Here are a few tips for creating engaging video content:

  • Keep it short and sweet
  • Make it visually appealing
  • Tell a story
  • Use humor
  • Be authentic

Remember that your content quality is crucial. That’s the reason why viewers stay and watch your videos until the end. 

Step #4. Bring the Ideas to Life With a Solid Script

You can have the best video content ideas, but if they’re not well-executed, your videos will flop.

That’s why you need to write a solid script before starting to film anything.

A good script is the foundation of any great video. It will make sure that your videos are on point and stay on track. It’s also a great way to ensure that your videos are clear, concise, and easy to understand.

You might think that creating a script means that you have to be a great writer. All those flowery and fancy words are not necessary. As long as it’s not hard-selling your product or service, your script doesn’t have to be award-winning material.

Keep in mind that a salesy and boring script can make even your brilliant ideas sound dull. So make sure to keep it interesting and engaging.

What you need to do is to write a simple, straightforward script that outlines the main points of your video. Once you have the outline, all you need to do is to fill in the blanks with natural dialogues and conversations.

Step #5. Live-Action or Animation?

There are two types of videos many marketers use when it comes to video marketing campaigns; live-action videos and animated videos.

Animated videos are often used in training videos, explainer videos, social videos, or any videos that are quick to create and consume. Meanwhile, live-action videos are used for product videos and customer feedback or testimonials– where human’s expressions and emotions are needed.

Of course, both have their own set of benefits and drawbacks, so it’s important to choose the right one for your campaign. 

Here are a few things to consider when choosing the right type of video:

  • Your target audience
  • Your budget
  • The message you want to deliver
  • The overall look and feel of your brand
  • The level of production value you want to achieve

Step #6. Ready, Action!

Once you’ve decided on the type of video, it’s time to start planning and filming your video. 

When you want to go for live-action videos, there are a few things you need to take into consideration: 

  • The location
  • The props and equipment you’ll need
  • The people you’ll need to help you with the filming
  • The actors or actresses you’ll need to hire (if any)

On the other hand, if you’re going for animated videos, you need to start thinking about the style of animation you want to use. 

Do you want to go for traditional hand-drawn animation? Or do you want to create something more modern with computer-generated graphics? 

You also need to think about the voice-over. Do you want to hire a professional voice actor? Or are you going to do it yourself?

Step #7. Optimize Your Videos for SEO

It’s a fight for eyeballs out there. This is important because you want your videos to be easily found by your target audience. 

No matter how brilliant your content idea is, when none watches the video, what’s the point? This is why optimizing videos for search engines is crucial.

Optimizing here means that you ensure that the videos are more accessible and visible to search engines. 

As a result, your videos will rank higher on search engine results pages (SERPs), and more people will be able to watch them. 

Here are a few tips for optimizing your video marketing campaign for SEO:

  • Use keyword-rich titles and descriptions
  • Use transcripts
  • Add annotations and closed captions
  • Create a video sitemap
  • Create a customized thumbnail

Step #8.  Promote Your Videos

Creating marketing videos is one thing. Promoting them– making sure that everyone can see it is another. Now that your video is all set and ready to go, it’s time to start promoting it. 

No digital platform is created the same. Each one has a different algorithm with different demographics, so it’s important to tailor your marketing strategy for each platform. 

For instance, when you create videos tailored for B2B companies, there’s no better place than LinkedIn. Meanwhile, when you create scrappy videos for younger crowds, TikTok is an ideal platform. In another case, when you want to grow your email list and subscribers, the newsletter is the best way to go.

Step #9. Evaluate and Adjust Your Video Marketing Strategy

Creating and promoting your marketing videos is a half battle. The other half is to track the performance of your videos and see what’s working and what’s not. 

The best way to do this is to set up Google Analytics for your website. Many social media also come up with built-in analytics features that allow users to track the performance of their posts. 

From there, you can start to see which videos are getting the most views, engagement, and conversions. Those analytics also make it much easier for you to track how many people are watching your videos, where they’re coming from, how long they’re watching, and which parts they’re rewatching. You can then use that data to improve your future marketing videos. 

Step #10. Stick to a Schedule

There’s no such thing as an overnight success when it comes to video marketing campaigns. You can’t expect your videos to go viral instantly. Consistency and patience are the keys here. 

The best way to keep your audience engaged is by sticking to a schedule and posting new videos regularly. You don’t need to post new videos every day. Once or twice a week should be enough. But make sure that you’re consistent with the release date, so your audience knows when they can expect a new video from you.

When you have a schedule, it would be much easier for you to build an audience base and grow your channel organically. Video series with a specific theme or target audience in mind can be a good idea to maintain engagement.

Wrapping Up

Creating a successful video marketing campaign is not a one-time thing. It’s an ongoing process that requires planning, effort, and most importantly, constant optimization. By following the handy steps above, you’re well on your way to creating a video marketing strategy that converts.

The post How to Create Video Marketing That Converts first appeared on PPC Hero.

PPC Hero


Marketing during a recession: Critical choices to preserve your pipeline

August 4, 2022 No Comments

While nothing is guaranteed in the business world, the current economic uncertainty has companies scrutinizing their bottom line, and pressuring marketing teams to produce outsized results with scaled-down resources.

So, how do you navigate the changing economic landscape and protect your lead pipeline? First, let us talk about why marketing matters in a turbulent economic environment. Then, we will focus on the strategies and tactics you can count on to survive and thrive when times are tough.

Why market during a recession

For evidence that supports the importance of smart marketing during financial uncertainty, look no further than the Great Recession of the early 80s.

According to a literature review of existing research, seven studies found that preserving campaign budgets could increase sales during and after an economic downturn. Most notably, one study concludes companies that refused to reduce ad spending increased sales by almost 340% within four years of the economic recovery.

Other studies strike a similar chord — if you fail to feed your sales pipeline, your revenue generation will lag during the economic recovery.

There are two overarching reasons that continued marketing activities will help your business stay the course during economic turbulence.

You cannot seize the lion’s share

If your competitors have abandoned their marketing campaigns to garner short-term savings, now is your time to shine. By maintaining (or increasing) your marketing spend, you position your business to leverage the white space competitors leave unclaimed when they recede into the background during an economic downturn.

Ready for recovery

Marketing during a recession builds resilience, allowing for a quicker bounce-back post-recession. While your competitors are still resuscitating dormant marketing plans, you will have increased your momentum and be heading to market dominance.

How to market during a recession

Whether you are seeing economic indicators of a recession or an industry-wide lull, prepare to justify your marketing budget and share your proactive marketing plans with key stakeholders.

Focus on high-ROI activities

While cost-cutting may be front-of-mind for decision-makers, present a case for saving your budget by offering a plan that doubles down on high-ROI activities. Focus your strategy on leveraging the opportunities rather than mitigating the liabilities in a challenging market.

For example, a search-optimized website can increase traffic and conversions, which are instrumental for revenue growth. We have seen SEO campaigns exponentially increase organic search traffic to a customer’s website, pulling companies back from the brink of disaster.

Make data-driven decisions

Creating more revenue with a smaller budget is tougher but not impossible. If you are tasked with producing outsized results with a downsized budget, center your plans around high-ROI activities.

When it comes to digital marketing, for example, you may find that SEO has a better click-through rate and higher ROI than PPC campaigns. Scaling back advertising spending to re-allocate funds to SEO could yield better long-term and short-term results.

Does SEO work during a recession?

Yes, SEO is a worthwhile investment during a recession. Since SEO works by funneling organic traffic from relevant search terms to your website, you can benefit from a robust search engine optimization strategy regardless of the economic climate.

Optimizing your website content around particular keywords and following technical SEO best practices increases your chances of ranking well in search results. Data demonstrates a direct correlation between Google page rank and organic traffic, meaning an ascension in search engine results generally leads to more organic traffic to your website.

Seize the opportunity to rank

Not only will SEO work during a recession but focusing on search engine optimization strategies during an economic downturn may help you snap up keywords your competitors have been dominating. If you continue creating SEO content and participating in link-building activities while others cut back, you can usurp their keyword positions.

Competitors who “stop” SEO create a white space that businesses who double down on SEO can take advantage of. Essentially, you can reap the benefits of short-term gains with long-term reach. Then, when economic indicators turn around — which they’ll inevitably do — your competitors will be in the unenviable position of needing to catch up to you.

How a family-run travel business came back strong post-Covid

Before the start of the pandemic, we partnered with a family-owned and operated tourism company to help boost their search visibility. When global lockdowns paralyzed the travel industry, we would have understood if they opted to put their campaign on hold. Instead, they doubled down on their SEO efforts, creating content specifically targeted to address traveller uncertainty during this time. Immanuel Tour’s organic traffic more than doubled during the first year of the pandemic, and they captured valuable keywords that continue to bring high-quality traffic to their site.

This story demonstrates an important point. While SEO activities can yield long-term results, there’s no way to “lock in” rank. If your top-ranking competitors cut their SEO budget, you have a critical opportunity to capture new customers in a less competitive environment.

Learn more about how SEO can amplify your other marketing activities and pinpoint how much to spend on SEO.

Find a partner you can trust

Economic events can have lasting effects on consumer behavior and generate big opportunities for marketers bold enough to recognize and act on them. Step forward into the whitespace created by competitor cutbacks and maximize your SEO potential now to yield compounding results that will pay dividends in the future.

At Victorious, we can help you identify high-impact opportunities to generate the highest ROI on your SEO campaign. Schedule a free site analysis, and we’ll talk about your goals.

 

 

The post Marketing during a recession: Critical choices to preserve your pipeline appeared first on Search Engine Watch.

Search Engine Watch


Meet your marketing objectives with the new Google Analytics

August 2, 2022 No Comments

A year ago, weintroduced the new Google Analytics to help you meet the challenges of an evolving measurement landscape and get better ROI from your marketing for the long term. Google Analytics 4 properties offer privacy-safe solutions to measure the customer journey, machine learning to predict outcomes and automate the discovery of insights, and easy activation of those insights in Google’s advertising platforms to enhance your marketing performance.

Since then, we’ve introduced features like improved advertising reporting and support for user consent choices that help you achieve your marketing objectives without compromising user privacy.

Now, we’re launching additional capabilities, including an improved Search integration and smarter attribution to give you the insights you need to optimize performance across all of your marketing channels. We’re also introducing new modeling features that will close gaps in your data and help you future-proof your measurement.

With these additional capabilities, we encourage you to use the new Google Analytics as your primary web and app analytics solution going forward.

Easily access Search insights

Search Console provides detailed information about your website’s organic Search performance, including the site’s rank in Search results, queries that led to clicks, and post-click data like engaged sessions and conversions. With the new Search Console integration, you’ll be able to understand the role that organic Search plays in driving traffic to and engagement on your site relative to other marketing channels like Search ads, email, or social.

Get more value with data-driven attribution

Building on the two attribution reports, Conversion paths and Model comparison, we announced earlier this year, we are introducing data-driven attribution – without minimum threshold requirements – to Google Analytics 4 properties.

Google’s data-driven attribution models give you a better understanding of how all of your marketing activities collectively influence your conversions, so you don’t over or undervalue a single channel. Unlike last-click attribution, where 100% of the credit goes to the final interaction, data-driven attribution distributes credit to each marketing touchpoint based on how much impact the touchpoint had on driving a conversion.

A screenshot of three bar graphs in different shades of blue showing a grouping of credit to each marketing touchpoint.

Conversions by channel grouping using data-driven attribution

Data-driven attribution improves marketing ROI by helping you make smarter decisions about where and how much to invest, and as a result, drive more conversions for less cost. With its use of machine learning, data-driven attribution is a more durable approach that will deliver results even when it’s difficult to observe conversions. Notino, an ecommerce beauty platform, says data-driven attribution in Google Analytics 4 is essential to its measurement strategy.

We have seen benefits with using a data-driven attribution model compared to last click and have rolled it out as a standard for 23 of our markets. We are now excited to use the next generation of attribution reporting in Google Analytics 4. Matěj Slavík
Head of Performance Marketing, Notino

Data-driven attribution will be available in attribution reports in the coming weeks. It will be available at the property level soon after, at which time you’ll be able to see attributed revenue and conversions in the Conversions report and in Explorations.

Address measurement gaps with Google’s machine learning

Using Google’s advanced modeling technology, the new Google Analytics allows you to fill gaps in your understanding of customer behavior when cookies and other identifiers aren’t available. It analyzes vast amounts of historical data, identifies correlations and trends between key data points, and uses those insights to make predictions about the customer journey.

We’re bringing a few new modeling capabilities to Google Analytics 4. First, conversion modeling is now used in attribution reports, the Conversions report, and Explorations to identify where conversions have come from and allocate them to the right Google and non-Google channels, such as Search ads, email, or paid social.

Second, behavioral modeling will soon be supported in reporting. Behavioral modeling uses rigorously tested and validated machine learning to fill gaps in behavioral data, like daily active users or average revenue per user. This allows you to conduct uninterrupted measurement across devices and platforms, and answer questions like, “How many new users did I acquire from my last campaign?” or “Which steps in my funnel have the highest user drop-off rates?”

Meet your marketing objectives

Customers are seeing success using the new Google Analytics to help achieve key marketing objectives like generating leads, acquiring new users, and driving online and offline sales. Líder, a grocery retailer owned by Walmart Chile, is driving in-app purchases using predictive metrics and audiences. By marketing to a new “Likely 7-day Purchasers” audience generated by Analytics based on predicted purchase behavior, Líder increased its conversion rate to 5.4% from 0.3% for other audiences, and saw an 85% decrease in overall app campaign CPA.

We’ve seen firsthand the value that the new Analytics has brought to our business and plan on using more new capabilities as they become available in Google Analytics 4 properties. Esteban Bascur Heredia
Manager of Marketing Technology, Walmart Chile

Global beauty brand, L’Oreal, is also using the new Google Analytics to help adapt its measurement foundation for the future, and simplify how the entire organization generates business insights.

Google Analytics 4 democratizes the use of advanced data and analysis, making insights more accessible. The migration has been an opportunity for us to unify media and analytics with a single infrastructure that simplifies decision making. Selim Decoufled
Global Analytics Manager, CDMO, L’Oréal

Now is the time to build the measurement foundation your business needs for the future. We encourage you to make full use of your Google Analytics 4 property and put it at the center of your measurement in place of Universal Analytics.


Google Analytics Blog


Six Dangers of Automation in Marketing

July 29, 2022 No Comments

The age of automation is here. Whether at the shopping checkout or in the online business world, automation technologies are becoming a standard tool for streamlining workflow and business operations, especially online.

In 2020, the digital marketing and advertising industry was worth over 370-billion dollars in the U.S, with more business owners realizing the full potential of this marketing medium every day.

Automation software may be one of the greatest business development tools invented to date. However, there are some dangers to becoming too dependent on automation; it could be costing you a ton of profit, and, if you are not careful, could cost you your business.

Read on to learn six major dangers of relying on automation systems in digital marketing in 2022.

1. Automated Bidding

Automated bidding is an automated system that sets bids on your ads based on that ad’s likelihood of getting a click and a sales conversion. This automated bidding system can be customized for a specific business or sales goal.

This can save hours of labor for business owners and is very appealing as a set-it-and-forget-it approach to generating leads and sales conversions.

However, things that sound too good to be true often are. While this kind of marketing tactic can reap many benefits to your enterprise, running automated ad campaigns unsupervised is unwise and could actually cost you profit if you get too comfortable utilizing it as a primary marketing tactic.

While AI algorithms are smart, as yet, they are not more intelligent than humans and will not be able to perform in a sales capacity as well as a sales professional.

This is not to say that you should stay away from automated bidding; however, you should be using it as a tool rather than a crutch; marketing still requires human-to-human interaction, even through the internet.

2. Forgetting to Continuously Optimize

While automation provides a lot of stress and time-management relief for business owners, the “set and forget” nature of automation can be a trap for those who tend to get comfortable.

Optimizing your automated systems is a manual process, and the internet will not slow down to let you catch up. Online advertising and marketing is a fluid environment, and you never want to turn your back on the sea. 

Ensure that your automation systems are optimized for the current online climate, including making sure your systems meet the criteria of current search engine algorithms. 

A dedicated development team can build in automated tools and advantages as they construct your systems. But to capitalize on that vast amount of work, ensure you maintain them well and optimize your automation for the best results. Overall, make it a point to design and operate automated systems for the right reasons in your customers’ eyes and not just out of laziness.

Automation will only do what you tell it to, so treat it like an employee that needs to be observed and managed rather than an extra limb that you need not pay attention to; automation is there to make you profit, not cost you exposure.

3. Over Messaging

Automated messaging systems can be a savior for a business owner trying to optimize their customer service and communication. These systems help you build and maintain rapport with your customers and audience; however, sending too many automated messages can have a disastrous impact on your business.

Over messaging can damage your brand in two primary ways:

  1. It has a negative impact on your recipients, damaging your engagement and client relationships
  2. Adversely impacts your app or website

It can take years to build your brand and only seconds to burn your reputation; with automated messaging, quality over quantity is the name of the game, and it is crucial to strike a balance between over and under messaging.

4. Loss of Brand Message

One of the main focuses in the current world of digital marketing is customizing your customer’s experiences. While automation and AI can absolutely help you achieve this, there is a fine line between having automation technologies help you run your business and completely ignoring your customer’s existence.

You are your brand, whether you like it or not. If you let your automated systems do all the communication on your behalf, your customer will eventually feel like they are not seen or appreciated.

One bad review can undo a lot of hard work, so don’t let automated systems’ appeal detach you from your valued customers and clients.

This sensibility doesn’t apply only to customers. You’ve probably heard of creating your “brand as an employer,” which is a marketing strategy designed to attract the best job candidates to your company. Automated software for recruiting is commonly used by businesses to help with this, but in marketing for candidates, it’s critical to apply a human touch to as many of your candidate-facing interactions as possible. Therefore, leveraging your automation for behind-the-scenes efficiencies where the candidate is less likely to notice it.

5. Focusing on Vanity Metrics

No one likes a bragger, and being a bragger that is also embellishing the truth is even less appealing. Vanity metrics are the equivalent of unjustifiable bragging in the digital marketing world.

While celebrating your legitimate wins is a great business practice and is healthy for business development, being disingenuous with your facts and figures is a sure-fire way to get people offside.

Relying on your automated metrics is just as dangerous. You need to be on top of your facts and figures; at this stage, there is no such thing as a reliable, fully automated online business, and putting too much faith in your automated data will turn around and bite you eventually.

6. Automating What Shouldn’t Be Automated

While there are many things automation software can significantly improve in your business and branding, some things should not be automated, even if they can be.

Cyber security

The hackers and thieves never sleep, and they are constantly finding new ways to break through cyber security systems. Manually ensuring your security systems are optimized maximizes the security of your business and protects your customer’s data, such as their personal information.

Customer Engagement

While there are areas of customer engagement, people still want to know they are dealing with a real person or team of people. People are not naive, and they know when they are talking to a bot. 

Although it is tempting to automate as much of your business as possible, people will lose trust if they feel that they cannot connect to a human being on the other side of the monitor, so remember to keep it real, literally!

Social Media Posts and Messages

There are plenty of automation systems for social media engagement; however, this is not an area that should be overlooked. For some, social media marketing is laborious and time-consuming, but the truth is your business needs it.

If you really cannot deal with your business’s social media marketing aspects, then outsource to a professional and reputable social media manager who can optimize your engagement. 

This investment will pay off, so choose a human resource over an automation system. That’s not to say you cannot use systems to automatically post your content at a particular time and date; just don’t rely on automation and AI if you want to see actual results.

Marketing Proposal Templates

If you are a digital marketer or work in a digital marketing team, you want to ensure your marketing proposal template comes directly from you or a team member and includes personalized comments that relate to the specific prospect.

Sending these as an automated proposal may be insulting to your client, and a pitch is much more likely to be successful if it is customized for your potential client.

Conclusion

Marketing automation is a great way to optimize and streamline your business; however, it is just a tool and will not replace your hard work, personal engagement, and attention to business.

Use marketing automation as a complementary utility to grow your business and not as a business model itself; strike that balance. You will definitely reap the rewards of your efforts.

Sign up for our newsletter to receive regular Hero Blog updates. Our blogs are full of free, priceless information to help you optimize and maximize your online presence and drive your business forward into the digital future. 

The post Six Dangers of Automation in Marketing first appeared on PPC Hero.

PPC Hero


How a testing model is driving SEAT and CUPRA’s search marketing performance

June 23, 2022 No Comments

“Will we ever be able to put search marketing strategy in the driver’s seat?” This is almost every search marketer’s dilemma as the community continues to remain at the mercy of Google’s algorithms and updates.

SEAT S.A, the Barcelona-based multinational automaker part of the Volkswagen group have innovated a testing model that is driving growth for its brands, SEAT and CUPRA in the European market. While SEAT is the young, cool and urban brand that offers cars with striking designs and several mobility solutions – CUPRA is an unconventional brand, which is defined by its progressive design and the performance of its electrified models.

How a testing model is driving SEAT and CUPRA’s search marketing performance

We spoke with Corinne Calcabrina, Global Media Manager at SEAT S.A, Sophie Santallusia, Global Paid Search and Programmatic Director, and Alejandro Sebastian, Global Search Team Lead at PHD Media Spain to discuss the ‘Performance innovation program’ (SEAT S.A’s testing model) and its value add to the businesses.

A fast-paced industry

Digital is a fast-moving sector and search is always reinventing itself with new formats and everchanging ways to create and manage accounts. The teams at SEAT and CUPRA had several pain points:

1. Staying on-top of all innovations and changes in the industry

“We needed to become first movers who actively capitalize on opportunities that appear. To ensure this our teams needed to take advantage of search space dynamics, apply best practices, and gain a technological and intelligence edge over the competition.”

– Corinne Calcabrina, Global Media Manager at SEAT S.A.

2. Improving visibility of the team’s hard work

“While we were putting all these efforts, we wanted to improve our team’s visibility. While we are busy becoming the best performing channel, always reinventing, working towards results and efficiencies, we often miss the glitter of other channels. Adding an official scope and framework means we get to report and showcase our achievements.”

– Corinne Calcabrina, Global Media Manager, SEAT S.A.

3. Maintaining performance and improving efficiency

“As the best performing channel on a last-click attribution model, we were also facing multiple challenges. The pandemic lockdowns and microchip shortages made search performance improvements a constant, ongoing must-have. This meant decreasing the cost per click (CPC) and improving the cost per acquisition (CPA) were always core reasons to develop such a testing model.”

– Corinne Calcabrina, Global Media Manager, SEAT S.A

Putting testing in the driver seat: The SEAT and CUPRA Performance innovation program

The SEAT S.A testing model, ‘Performance innovation program’ was designed to align with the inherent love for innovation that runs at the core of SEAT and CUPRA brands. The testing model was built centrally to maintain brand focus on the strength of paid search – improving cost efficiencies and accelerating performance.

Corinne and her team at SEAT S.A and their agency, PHD Media reviewed brand strategies for SEAT and CUPRA respectively, their performance, and local needs. They created a framework that provides structure, helps the brands expand their market share, and deliver central visibility on the testing results. They created specific testing roadmaps, based on quarterly goals that align with local markets based on their needs and strategies.

“We then applied our tests, sharing the hypothesis (highlighting results from other markets) of what we hope to achieve and then applying the test into the main strategy.

“We had a clear timeline and roadmap. We always test and learn. This allows us to have a specific position with partners, allowing us to always be part of the alphas and betas, testing new formats, always trying to improve results at the same time”, Corinne shared.

To facilitate consistency the SEAT S.A team organized tests throughout the year pacing one test at a time for an ad group or campaign to maintain efficiency and gain clear observations. The roadmap was created on these factors:

  • Priorities for markets based on the impact and workload
  • Changes that Google makes to ad formats or different features that it sunsets or iterates

The search marketing grand prix: data, automation, and visual optimization

SEAT S.A and PHD Media started differentiating strategies by keyword type and defined them for each ad group. Keywords were segmented based on brand and non-brand search, their role, and their respective KPIs. This data was then used during the auction bidding. Artificial intelligence (AI) was used to segment audiences and target ads that were top of the funnel. Comparative insights from these tests were later fed into the business to inform the direction of strategy.

To improve the click through rate (CTR) and lower CPCs, the SEAT S.A team focused on adding visuals to ads, improving ad-copies, and testing new extensions. They also decreased CPAs by using bid strategies and the system’s AI to get the best of their budgets.

To master their visual impact on audiences SEAT S.A used image extensions for each ad across all their campaigns. Google displayed these images based on multiple factors like clicks, content, and keyword triggers to optimize the best performing ones.

From a data point of view, in Search SEAT S.A used Google Search Ads (SA360) to manage and monitor their Google Ads and Bing Ads respectively. The data sets tracked all the core essentials of paid search:

  • Keyword conversion performance
  • Ad copies
  • Audience data through all the custom bidding options available in SA360

Outcomes

The ‘Performance innovation program’ model has helped SEAT and CUPRA achieve one of their best tests which catalyzed their search performance in terms of the cost per visit (CPV), one of their main KPIs that signaled top of the funnel conversions. The cost per visit (CPV) improved by 30% and cost per acquisition (CPA) improved by 37%.

SEAT S.A (SEAT and CUPRA) are now equipped with new ways to deduce and analyze conversions on a market-to-market basis.

Sharing intelligence across diverse markets

After completing the testing phase, the SEAT S.A team and their global partner PHD Media reported on results and observations. Sharing their learnings and insights with other markets has empowered other teams to benefit from the knowledge and expertise derived from the successful test prototypes. Focusing on components that drive results has allowed the teams spread across to be challenged and has facilitated constant learning while embracing changes and new features. The SEAT and CUPRA teams are now strongly positioned to outperform the competition.

Gearing up for a cookie less future

Going cookie less will bring challenging times and impact the search channel. SEAT and CUPRA plan to counter this with the use of Google Analytics 4 (GA4) to maintain performance and target the right audience. Opening up to new visual formats like Discovery campaigns and MMA/MSAN from Bing will also take an important place within search in the future, as the core of search might evolve with more automation, less granularity and control.

Greater focus on measurement and a privacy-first future

The team is testing ‘consent mode’ with GA4 and ‘enhanced conversion’ to estimate the attrition due to privacy guidelines. They are also focused on identifying and designing a risk contingency plan for the paid search elements that they won’t be able to test in the near future.

“We are testing all the new solutions and features that Google is bringing to the market in terms of privacy and cookie less capabilities. Particularly, our testing is focused on deploying the full suite of Google Analytics 4 (GA4), site-wide tagging, consent mode, and enhanced conversions.

Additionally, we are also testing new audience segments that GA4 allows within a privacy first ecosystem on our paid search campaigns. We are seeing some positive and promising results.”

– Corinne Calcabrina, Global Media Manager at SEAT S.A

SEAT S.A and PHD Media are actively focused on Google solutions for mapping markets and audiences that are privacy compliant and applicable for targeting segments.

They are also working towards gathering and connecting first party data like CRM audiences and customer match solutions.


Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

Join the conversation with us on LinkedIn and Twitter.

The post How a testing model is driving SEAT and CUPRA’s search marketing performance appeared first on Search Engine Watch.

Search Engine Watch


Powered by WP Robot