American Online Phonebook

Monthly Archives: February 2021

The Importance of Educating Clients in the PPC Marketing Industry

February 28, 2021 No Comments

When a Search Marketing Agency pitches a new client, they may provide them a complimentary audit, initial strategy overview, competitive analysis, etc… However, once the client signs on the dotted line and the work begins, more often than not, overt time the client slips into the dark with regard to the specifics. These specifics consist of the day-to-day “blocking and tackling” of PPC. (keyword matching, search queries, ctr%, quality score, competitive bidding, affiliate hijacking, etc…). When something goes wrong with an account (and is always does), the PPC Marketer/Agency needs to explain the cause and effect and it is that situation where the client needs to know what they hell they are talking about.

In this post, I will discuss some specific instances where it’s in the best interest of both parties to educate one another in order to not only grow the business, but to keep the relationship from turning sour.

Discuss What Metrics Matter Most

Regardless of how seasoned a client/prospect might be with regard to “PPC metric lingo”, it’s in the best interest of both parties to explain which metrics matter the most and why. Sometimes, Adwords metrics such as interactions, engagement rates, etc… are not exactly accurate on measuring success. Success is should identified by conversions. For example, take this scenario.

  • Increased Impressions: In general, one might think this is a good thing but depending on the targeting and platform, absolutely NOT and here’s why.
    • Search Networks: More impressions can reduce the CTR% which in turn lower Quality Score and hence, result in higher costs and worse AVG Position. This also results in additional “irrelevant” traffic that will drive up budgets and lower the overall Cost/Conversion.
    • Display Networks: Depending on the bidding options, (especially CPM) an increase in impressions will only drive up costs. Need to make sure CPC is set to this option.

The Influence of Competitors:

When a company enters the world of PPC Marketing, they will encounter competitors not only bidding on similar keywords, but also their “sacred” brand terms and this can have a detrimental effect on the overall performance of the account. It’s important to keep a watchful eye on this and develop strategies to counteract this problem. Here are some strategies to protect the brand:

  • Make sure the client files their trademark with Google to ensure no one else can use their trademarked term in text Ads.
  • Send an email/letter to all Affiliates and Resellers that they are NOT permitted to bid on the trademarked name in any of their Text/Banner Ads.
  • Contact competitors directly and ask them to stop bidding on their trademark terms. (if they do not oblige, getting legal assistance would be beneficial)

Attribution of other Online or Offline Advertising

Attribution can be a tricky thing to interpret, especially to a client, but it’s imperative to tell a story that makes sense. Understanding attribution varies depending on the life cycle of the client (history, offline advertising, social media presence, etc..). Typically, a new advertiser will have to rely on “non-brand” terms to drive the most relevant traffic to their product or service. Once history as been accumulated and more people get familiar with the brand, consumers will ultimately type in their brand name (Search Engine, Direct/Bookmark) to get to their site.

The client needs to understand that it will take time to grow their brand and that this is a revolving cycles. For example, “non-branded” terms are more costly and do not provide many conversions so we automatically want to pause the campaign. Bad Idea! Quite often, the “non-brand” terms are the first point of contact that introduce the brand. Yes, it costs more money, does not result in an immediate conversion, but over time it’s what generated the customer.

Importance of “After-the-Click”

Perfecting the fundamentals of Quality Score in a campaign is a good thing. Buuuut….. it’s only half the battle. The other half is persuading the customer to take an action and frankly that is the only thing that matters here. Even though the term “after-the-click” is simple in its meaning, execution is another story. It is this strategic obstacle that can be achieved, but requires constant and intelligent testing to ensure maximum effectiveness. Bottom line: The client needs to understand that in order to maximize their Ad dollars, they will need to the invest time and money into these strategies. The following Tactics would include:

  • A/B Landing Page Testing
  • Cart/Form Testing
  • Audience Testing
  • Promotion/Offer Testing

The Trust Factor:

It’s very easy for customers to trust the platform that they are advertising on. There is this “fuzzy / comfortable” feeling that if Google recommends it, then it must be a good strategy. However, I would strongly recommend that any of the Google’s Opportunities  (even though sometimes justified) need to be viewed as a just a suggestion, not an immediate decision. Remember, Google is a lucrative business because they want advertisers to spend more money with them. Increasing traffic and spend may sound good on paper, but they do not come with any guarantees in terms of conversions. When appropriate, clients need to understand the difference.

In Conclusion:

There is a “fine-line” that needs to be met where Agencies need to maintain control the PPC Accounts, while allowing the client to continue to interact and take part in the overall strategy. One way to overcome any potential issues is to educate them on all of the intricacies that may occur throughout the client-agency relationship. Once the client has developed a good rapport with the agency, it becomes easier to properly manage their performance expectations.


Digital Marketing Agency | Google Ads Consultant


Storm Ventures promotes Pascale Diaine and Frederik Groce to partners

February 28, 2021 No Comments

Storm Ventures, a venture firm that focuses on early stage B2B enterprise startups, announced this week that it has promoted Pascale Diaine and Frederik Groce to partners at the firm.

The two new partners have worked their way up over the last several years. Groce joined Storm in 2016 and has invested in enterprise SaaS startups like Workato, Splashtop, NextRequest and Camino. Diaine joined a year later and has invested in firms like Sendoso, German Bionic, InEvent and Talkdesk.

Groce, who is also a founder at BLCK VC and helped organize the Black Venture Institute to create a network of Black investors, says that these promotions show that venture needs to be more diverse, and Storm recognizes this.  “If you think about the way our team works, that’s the way I think venture teams will need to work to be able to be successful in the next 40 years. And so the hope is that over time everyone does this and we’re just early to it,” Groce told me.

Unfortunately, right now that’s not the case, not even close. According to research by Crunchbase, just 12% of venture capitalists are women and two-thirds of firms don’t have any female investors. Meanwhile, only about 4% of ventures investors are Black.

Those numbers have an impact on the number of Black and female founders because as Groce points out the lack of founders in underrepresented groups is in part a networking problem. “In a business that’s predicated on networks if you don’t have diversity in the network, or the teams that are driving those networks, you just can’t make sure you’re seeing great talent across all ecosystems,” he said.

Diaine, who is French and started her career by founding Orange Fab, the corporate accelerator of the European Telco Orange, has brought her international business background to Storm where they helped her tune that experience to an investor focus and supported her as she learned the nuances of the investment side of the business.

“I don’t come from the VC world. I come from the innovative corporate world. So they had to train me and spend time getting me up to date. And they did spend so much time making sure I understood everything to make sure I got to this level,” she said.

Both partners bring their own unique views looking beyond Silicon Valley for investment opportunities. Diaine’s investment include a German, Brazilian and Portuguese company, while Groce’s investments include companies in Chicago, Atlanta and Seattle.

The two partners have also developed an algorithm to help find investments based on a number of online signals, something that has become more important during the pandemic when they couldn’t network in person.

“Frederik and I have been working on [an algorithm to find] what are the signals that you can identify online that will tell you this company’s doing well, this company growing.You have to have a nice set of startup search tracking [signals], but what do you track if you can’t just get the revenue in real time, which is impossible. So we’ve developed an algorithm that helps us identify some of these signals and create alerts on which startups we should pay attention to,” Diaine explained.

She says this data-driven approach should be helpful and augment their in-person efforts even after the pandemic is over and increase their overall efficiency in finding and tracking companies in their portfolios.

 


Enterprise – TechCrunch


Daily Crunch: Facebook launches rap app

February 28, 2021 No Comments

Facebook unveils another experimental app, Atlassian acquires a data visualization startup and Newsela becomes a unicorn. This is your Daily Crunch for February 26, 2021.

The big story: Facebook launches rap app

The new BARS app was created by NPE Team (Facebook’s internal R&D group), allowing rappers to select from professionally created beats, and then create and share their own raps and videos. It includes autotune and will even suggest rhymes as you’re writing the lyrics.

This marks NPE Team’s second musical effort — the first was the music video app Collab. (It could also be seen as another attempt by Facebook to launch a TikTok competitor.) BARS is available in the iOS App Store in the U.S., with Facebook gradually admitting users off a waitlist.

The tech giants

Atlassian is acquiring Chartio to bring data visualization to the platform — Atlassian sees Chartio as a way to really take advantage of the data locked inside its products.

Yelp puts trust and safety in the spotlight — Yelp released its very first trust and safety report this week, with the goal of explaining the work that it does to crack down on fraudulent and otherwise inaccurate or unhelpful content.

Startups, funding and venture capital

Newsela, the replacement for textbooks, raises $ 100M and becomes a unicorn —  If Newsela is doing its job right, its third-party content can replace textbooks within a classroom altogether, while helping teachers provide fresh, personalized material.

Tim Hortons marks two years in China with Tencent investment — The Canadian coffee and doughnut giant has raised a new round of funding for its Chinese venture.

Sources: Lightspeed is close to hiring a new London-based partner to put down further roots in Europe — According to multiple sources, Paul Murphy is being hired away from Northzone.

Advice and analysis from Extra Crunch

In freemium marketing, product analytics are the difference between conversion and confusion — Considering that most freemium providers see fewer than 5% of free users move to paid plans, even a slight improvement in conversion can translate to significant revenue gains.

As BNPL startups raise, a look at Klarna, Affirm and Afterpay earnings — With buy-now-pay-later options, consumers turn a one-time purchase into a limited string of regular payments.

(Extra Crunch is our membership program, which helps founders and startup teams get ahead. You can sign up here.)

Everything else

Jamaica’s JamCOVID pulled offline after third security lapse exposed travelers’ data — JamCOVID was set up last year to help the government process travelers arriving on the island.

AT&T is turning DirecTV into a standalone company — AT&T says it will own 70% of the new company, while private equity firm TPG will own 30%.

How to ace the 1-hour, and ever-elusive, pitch presentation at TC Early Stage — Norwest’s Lisa Wu has a message for founders: Think like a VC during your pitch presentation.

The Daily Crunch is TechCrunch’s roundup of our biggest and most important stories. If you’d like to get this delivered to your inbox every day at around 3pm Pacific, you can subscribe here.


Social – TechCrunch


Daily Crunch: Facebook launches rap app

February 28, 2021 No Comments

Facebook unveils another experimental app, Atlassian acquires a data visualization startup and Newsela becomes a unicorn. This is your Daily Crunch for February 26, 2021.

The big story: Facebook launches rap app

The new BARS app was created by NPE Team (Facebook’s internal R&D group), allowing rappers to select from professionally created beats, and then create and share their own raps and videos. It includes autotune and will even suggest rhymes as you’re writing the lyrics.

This marks NPE Team’s second musical effort — the first was the music video app Collab. (It could also be seen as another attempt by Facebook to launch a TikTok competitor.) BARS is available in the iOS App Store in the U.S., with Facebook gradually admitting users off a waitlist.

The tech giants

Atlassian is acquiring Chartio to bring data visualization to the platform — Atlassian sees Chartio as a way to really take advantage of the data locked inside its products.

Yelp puts trust and safety in the spotlight — Yelp released its very first trust and safety report this week, with the goal of explaining the work that it does to crack down on fraudulent and otherwise inaccurate or unhelpful content.

Startups, funding and venture capital

Newsela, the replacement for textbooks, raises $ 100M and becomes a unicorn —  If Newsela is doing its job right, its third-party content can replace textbooks within a classroom altogether, while helping teachers provide fresh, personalized material.

Tim Hortons marks two years in China with Tencent investment — The Canadian coffee and doughnut giant has raised a new round of funding for its Chinese venture.

Sources: Lightspeed is close to hiring a new London-based partner to put down further roots in Europe — According to multiple sources, Paul Murphy is being hired away from Northzone.

Advice and analysis from Extra Crunch

In freemium marketing, product analytics are the difference between conversion and confusion — Considering that most freemium providers see fewer than 5% of free users move to paid plans, even a slight improvement in conversion can translate to significant revenue gains.

As BNPL startups raise, a look at Klarna, Affirm and Afterpay earnings — With buy-now-pay-later options, consumers turn a one-time purchase into a limited string of regular payments.

(Extra Crunch is our membership program, which helps founders and startup teams get ahead. You can sign up here.)

Everything else

Jamaica’s JamCOVID pulled offline after third security lapse exposed travelers’ data — JamCOVID was set up last year to help the government process travelers arriving on the island.

AT&T is turning DirecTV into a standalone company — AT&T says it will own 70% of the new company, while private equity firm TPG will own 30%.

How to ace the 1-hour, and ever-elusive, pitch presentation at TC Early Stage — Norwest’s Lisa Wu has a message for founders: Think like a VC during your pitch presentation.

The Daily Crunch is TechCrunch’s roundup of our biggest and most important stories. If you’d like to get this delivered to your inbox every day at around 3pm Pacific, you can subscribe here.

Mobile – TechCrunch


Why Honesty is the Best Policy in PPC Marketing

February 26, 2021 No Comments

Over the years, I have seen so many horror stories when it comes to PPC Management. Whether it’s advertisers flying blind with their ad budgets or the common event of not knowing that their ads are being shown with irrelevant terms, there should always 100% transparency between the agency and the client. Furthermore, there needs to be more HONESTY on behalf of the PPC Agency. In this post, I will talk about a few areas of the Agency/Client Relationship that should be based on being honest with the client.

Educate the Advertiser:

Let’s face it, the PPC agency knows more about PPC Marketing than the client. However, that does not mean the client needs to be taken advantage of because they do not know how everything works. The person handling the client’s account needs to “in many ways” educate the client as to what is working, not working and where there are opportunities.

Admit Mistakes:

Everyone makes mistakes, right? Well, PPC Agencies should not try and hide them just because they can get away with it. Agencies should be forthcoming with admitting mistakes that were made and how efficiently and effectively they were fixed. It’s better to be honest with the client, than having them find out later that you lied to them. Ever heard of a Referral or a Testimonial?

Honest and Factual Reporting:

Over the years, I have seen so many poor examples of PPC Reporting where clients receive an excel spreadsheet of just Clicks, Impressions, CTR%, CPCs, etc… and not a single keyword or text ad or even a sentence on the performance of the account. In today’s world that is unacceptable.  Moreover, I have also seen examples of trend charts being manipulated to disguise the true performance of a specific metric. Agencies have a responsibility to provide not only excellent service, but also honest and factual reporting.

Managing Expectations:

PPC Marketing is not for everyone and for those who are spending money have this perception that the more they spend the better the results. That is completely FALSE. If an client/advertiser was given any sort of Guarantee from an agency, they should “run for the hills”. Guarantees in PPC Marketing are very dangerous for both parties because they create false expectations. An agency must be honest and upfront with the client when it comes to setting expectations both on performance and future success. The agency must have a clear understanding of the client’s:

  • Cost per Conversions/Acquisition
  • Targeted Audience
  • Messaging Tactics
  • Daily and Monthly Budgets

In Conclusion:

Honesty is always the best policy in PPC. Agencies have a responsibility to not only provide excellent service, but also be honest and forthcoming with the client. I have heard countless stories of poor PPC Management, including the topics I mentioned in this post. Some may say that is good for the industry because it creates more “turnover” and more opportunities for other agencies. However, for this PPC Geek, I believe in Happy Clients.


Digital Marketing Agency | Google Ads Consultant


SEO in 2021: What your organization’s executives and senior leaders must know

February 26, 2021 No Comments

30-second summary:

  • Did you know that 53 percent of trackable web traffic is organic?
  • A study from BrightEdge revealed that search (organic and paid) still delivers more traffic to websites than any other channels, including social and display
  • These statistics prove that the role of SEO in 2021 is elevated across all industries since an organic flow of traffic is now more critical than ever
  • Merkle Inc.’s VP Head of SEO, Eryck Dzotsi discusses six key focus areas that leaders across organizations must clearly understand about the role of SEO to drive organic search performance

2020 wasn’t a year that we will soon forget. Life and the way we do business changed forever. Ecommerce grew more last year than it has grown in the past five years combined. As a result, many businesses had to adapt their marketing efforts to these changes. The role of SEO in 2021 is elevated across all industries since an organic flow of traffic is now more critical than ever.

As we navigate this year, leaders across organizations must clearly understand the role of SEO and focus on driving organic search performance. Let’s dive into some key areas of focus:

1. Define the integration of SEO within other channels going forward

Did you know that 53 percent of trackable web traffic is organic? A study from BrightEdge revealed that search (organic and paid) still delivers more traffic to websites than any other channels, including social and display. This statistic alone demonstrates why brands need to realize that organic traffic is not going away, and they need to value SEO in 2021 and beyond. They need to integrate SEO with their other media channels. Organic search is the only channel that has a touchpoint across each stage of the customer journey.

While TV and display are generally associated with awareness, paid search is typically aligned with the mid to lower funnel as customers are making a decision about the product or service and converting. The story is different for organic search.

  • When interested in a product or when they have a problem they are trying to solve, users search (often as a result of interacting with an ad)
  • When making a decision and comparing options, users search
  • When customers are ready to convert, they search again, and often, after the purchase, search is again involved in learning how to use the product, service, and more

SEO is about answering users’ questions and helping them find what they were seeking. As a result, SEO is one of the few channels where the engagement is initiated by the user and the ad does not disrupt the customer journey. This makes SEO the channel that ought to be the point guard to a cross-channel line-up, playing assist to the other channels.

2. Organizations must hold SEO to the same accountability and scrutiny as other channels (ROI)

Organizations need to deploy a clear SEO analytics plan going forward. Often, because SEO does not have an associated cost, marketing prioritization is low, and measurement is laxed. ROI can seem abstract, and teams fail to properly track the measurement of success based on levels of effort, this is not ideal. SEO teams must have a systematic measurement plan and resources in place to make the right level of attribution and adjustments happen.

To start, align your goals with the other media channels – look at the impressions and have a clear understanding of your share of voice within your industry, click-throughs, visits, and conversions as part of the full view – what percent are you gaining compared to the market?

This accountability must be demanded from your SEO team going forward.

3. Organizations must optimize to one search experience by harmonizing SEO and SEM

In the first half of 2020, and throughout some of the social unrest periods that marked the year, many advertisers paused their campaigns. In those instances, this was a real-time experiment in organic vs. paid traffic acquisition. The conclusion many have walked away with is that you need both, but the programs which invested heavily in organic search showed the best results in aggregate.

Since non-branded keywords are becoming increasingly expensive, it is not always efficient to deploy a non-brand campaign in paid search. As a result, many campaigns have been reduced to maximizing visibility on branded terms. So, how do you win in search when you cannot buy your way out with paid campaigns? Organic search is the answer. An analysis should be conducted to properly find the balance between paid and organic so that you are optimizing the total search experience. Organizations that win here will have a clear strategy around leveraging where they are winning and where they have gaps.

4. Marketing teams must align SEO and user experience

Many lessons were gained in terms of reducing friction in the customer journey and optimizing the conversation between customers and brands. As a result, many brands set out to either redesign their websites or migrate to a new platform. When redesigning or overhauling a website, it is vital to involve SEO in the project from the beginning, or you will likely end up adding an extra step when a botched overhaul of content starts to affect performance. Start the project with SEOs involved from the beginning to save time, money, and headaches in this process. Additionally, ranking factors are becoming more aligned with items that are controlled by the UX team. SEO connects your media team to your user experience team, and collaboration between the two is necessary to bridge the gap in 2021 and beyond.

“Page experience” is already a ranking factor in Google’s algorithm and represents a set of aspects considered important in a webpage’s overall UX (mobile-friendliness, security, and the others). There are a couple of things happening this year that are specifically highlighting Google’s continued focus on rewarding websites that provide a great experience. First, Google is finalizing the switch to mobile-first indexing, which means all websites and their content will be crawled, evaluated, and indexed from a mobile device standpoint. Then the Core Web Vitals will be included in the larger page experience ranking factor.

5. Technical priorities for web must include SEO, Core Web Vitals, and user experience

If you ask 1,000 SEOs what the big trend for SEO in 2021 will be, 1,000 will tell you that it will be the year of Core Web Vitals. Core Web Vitals are a set of aspects that Google considers important in a webpage’s overall user experience. There are several things happening this year that specifically highlight this – the most impactful being Google’s switch to a mobile indexing environment, which is the end of an era as we know it. This means that Google will largely use the mobile version of the content for indexing and ranking. In the past, the index primarily used the desktop version of a page’s content when evaluating the relevance of a page to a user’s query. Many websites have done great work to prepare, but complying with your technical foundation is a non-negotiable going forward.

6. SEO anchors on optimizing content across the entire customer journey

Marketers must create content that caters to the user’s journey – answering the demand and questions they will have across each stage of the funnel. As you plan content, have clear keyword governance to manage your content strategy across the organization, clearly defining each owner. For example, for large financial institutions, which business unit of banking, credit card, and mortgages owns the SEO performance for the keyword “credit score”? It is imperative that copywriters work hand-in-hand with SEO to have a functional content strategy to optimize the journey. You shouldn’t just use SEO to prioritize your content and keywords, but use it to determine the voice and narrative around those keywords.

According to a new Google update on December 3, Google is favoring information and user-focused sites. As a result, there has been a shift in ranking for organizations that are providing value and nurturing their customers. User-focused content across the journey is no longer a nice-to-have for organizations, but a must-have to properly rank.

Organic engagement with customers throughout the customer journey is and will continue to be a key element to marketing success. As the data shows, the channel is healthy. Brands that have invested in an institutionalized approach to SEO have achieved and sustained levels of success that span across other channels. There are many more opportunities for growth, and with ecommerce and customer expectations continue to grow at a rapid pace, the outlook for SEO in 2021 is optimistic.

Eryck Dzotsi is VP Head of SEO at Merkle Inc.

The post SEO in 2021: What your organization’s executives and senior leaders must know appeared first on Search Engine Watch.

Search Engine Watch


DigitalOcean’s IPO filing shows a two-class cloud market

February 26, 2021 No Comments

This morning DigitalOcean, a provider of cloud computing services to SMBs, filed to go public. The company intends to list on the New York Stock Exchange (NYSE) under the ticker symbol “DOCN.”

DigitalOcean’s offering comes amidst a hot streak for tech IPOs, and valuations that are stretched by historical norms. The cloud hosting company was joined by Coinbase in filing its numbers publicly today.

DigitalOcean’s offering comes amidst a hot streak for tech IPOs.

However, unlike the cryptocurrency exchange, DigitalOcean intends to raise capital through its offering. Its S-1 filing lists a $ 100 million placeholder number, a figure that will update when the company announces an IPO price range target.

This morning let’s explore the company’s financials briefly, and then ask ourselves what its results can tell us about the cloud market as a whole.

DigitalOcean’s financial results

TechCrunch has covered DigitalOcean with some frequency in recent years, including its early-2020 layoffs, its early-2020 $ 100 million debt raise and its $ 50 million investment from May of the same year that prior investors Access Industries and Andreessen Horowitz participated in.

From those pieces we knew that the company had reportedly reached $ 200 million in revenue during 2018, $ 250 million in 2019 and that DigitalOcean had expected to reach an annualized run rate of $ 300 million in 2020.

Those numbers held up well. Per its S-1 filing, DigitalOcean generated $ 203.1 million in 2018 revenue, $ 254.8 million in 2019 and $ 318.4 million in 2020. The company closed 2020 out with a self-calculated $ 357 million in annual run rate.

During its recent years of growth, DigitalOcean has managed to lose modestly increasing amounts of money, calculated using generally accepted accounting principles (GAAP), and non-GAAP profit (adjusted EBITDA) in rising quantities. Observe the rising disconnect:


Enterprise – TechCrunch


Three critical PPC trends to watch for in 2021

February 26, 2021 No Comments

30-second summary:

  • The PPC world is ever-changing. Today’s trends may not be in the picture tomorrow
  • People will start focusing more on the buyer’s journey and use it to its full potential
  • Automation and AI will be a key trend in 2021

Many things have turned topsy-turvy after witnessing a year full of unprecedented situations and multiple coronavirus-induced lockdowns. Companies are shifting to a remote-first culture, people prefer shopping online than going to a retail store, and in-person conversations have turned to video conversations. A lot has changed in the last year, even on the advertising and marketing turf. Marketers have started using automation and artificial intelligence (AI) to create data-backed ads. They’ve started understanding the buyer’s journey and making the most of it. Here are three PPC trends that can potentially rock the boat in 2021.   

1. Google’s ad data hub will be a gold mine

Earlier in 2020, Google announced that they’d stop allowing third-party pixel tracking because of security concerns. The reliance on third-party pixels to check YouTube metrics led Google to invest in Ads Data Hub.

It is a custom analysis that aligns data with your specific objectives while maintaining privacy and security. It offers marketers a comprehensive analysis to measure the effectiveness of the ads across different screens. 

PPC trends - Google's data hub

Ads data hub will prove to be a gold mine for the marketers as it gives specific insights about the customer behavior and how they’re interacting with your ads. 

2. Understanding the buyer’s journey

A key aspect of a successful PPC campaign is to know how your customers behave to your ad in each step of your customer’s journey. Understanding each stage of the buyer’s journey can help in creating a more effective PPC campaign. 

Here are the five stages of the customer’s buyer’s journey and how can make the most of it by creating PPC campaigns for each stage.  

Stage #1: Awareness

In this stage, customers learn about your business and offerings. People are looking for an answer to their question—there are looking for someone to solve their problem. So, their needs may or may not be well defined. 

How can you help? 

Help them figure out their needs and align your offers according to them. Use branded paid ads to garner their attention. Use keywords they’re using to search in their search queries. When they see your ad, it stirs curiosity in them, and it compels them to know more about your brand. 

Stage #2: Exploration

In this stage, the customer learns more about the answers to their problems. They are sure of their needs and know different ways to cater to them. They also deem you as one of the solution providers and are gauging whether you can solve their problems. They’re checking your company’s USP, reviews, social proof, and previous partnerships. 

How can you help? 

At this stage, you can engage with your customers and build a long-lasting relationship. You can also use Facebook lead ads for addressing your customer’s problems. You can also write a conversational copy having social proof, case study, and previous work. This will inculcate a sense of trust in them, and they’ll love to explore your offerings. 

Stage #3: Comparison

In this stage, the customer compares different offerings and finds the best fit. He now understands the pricing points, their reviews, and ratings. Hence, PPC remarketing ads can prove out to be a great bet here. You can evoke the customer to click on your ad and embed your “cookie.” This keeps your brand in front of your customer. 

Stage #4: Conversion

The customers have realized their needs. They have narrowed down their options and are ready to buy. This is where you can put a strong call to action in your ads to encourage them to purchase from you. A solid CTA will compel your customer to purchase from you. Besides, you can also use remarketing to ensure that the prospects buy only from you. 

Stage #5: Re-engagement

Finally, the prospect has become a customer. So, make efforts in retaining them. But how will you do that? Segment these customers into a new audience list and use remarketing ads to attract their attention for other products and services. 

Understanding each stage of the buyer’s journey will help you create a rock-solid PPC campaign. The more you know your customers, the better you can tailor your campaigns. 

3. Automation will play a crucial role

According to Statista, the market size of automation globally will increase from 71.5% to 83.2% by 2021.

PPC trends - Automation will take charge

Hence, automation is expected to be a game-changing trend in 2021. With AI and machine learning (ML), advertisers can automate labor-intensive tasks of finding the right place to display the ads. Automation will also play a crucial role in testing ads. It’ll be used to optimize ads that include:

  • Finding the best bidding strategy 
  • Creating bids to get maximum conversions 
  • Enhance cost per click by looking for ad auctions 
  • Monitor the ad performance and stop low-performing ads 
  • Prioritize the ads that are generating top results 
  • Generate ads dynamically using user behavior and website content 
  • Generate ad performance reports dynamically 
  • Generate ad data and create ad copies to generate maximum clicks 

As AI learns more about your audience’s behavior and how they interact with the ads, it can accurately create ads to improve your PPC campaign’s performance. 

Wrapping up 

As an advertiser, you must incorporate these PPC trends in your marketing strategy to get the most out of your campaigns. In 2021, AI and automation will take the front seat. People will focus on each stage of the buyer’s journey and use voice search to look for answers to their queries. There will be a surge in VR-enabled video ads. Marketers will also look for alternate PPC campaign platforms such as Quora, LinkedIn, Reddit, and other such platforms to generate better ROI in 2021. Hence, it’s true to say that 2021 has a bunch of whole new things in its bag for you. All the best for taking up your digital marketing strategy a notch up!

Aayush Gupta is Sr. Manager, Brand & Marketing at Uplers.

The post Three critical PPC trends to watch for in 2021 appeared first on Search Engine Watch.

Search Engine Watch


Data-backed insights on featured snippet optimization

February 26, 2021 No Comments

30-second summary:

  • Around one-fifth of all keywords trigger a featured snippet
  • 99% of all featured snippets tend to appear within the first organic position and take over 50% of the screen on mobile devices, driving higher-than-average click-through rates (CTR)
  • The key to featured snippet optimization lies in a few specific areas: long-tail- and question-like keyword strategy, date marked content that comes at the right length and format, and a succinct URL structure

Google has always been pretty hazy on any details about winning featured snippets. This was the case when they were first introduced, making them something businesses considered to be the cherry on top of their SEO efforts, which is still largely the case. Having first-hand knowledge about the value and power of featured snippets, Brado teamed up with Semrush to conduct the most comprehensive research around featured snippet optimization to uncover how they really work, and what you can do to win them.

Revealing the highlights from a Featured snippets study that analyzed over a million SERPs with featured snippets present, this post unwraps actionable suggestions on amping up your optimization strategy to finally win that Google prize.

General patterns across the featured snippet landscape

With billions of search queries run through the Google search box each day, our study found that around 19 percent of keywords trigger a featured snippet. Why does this even matter? Featured snippets are known to drive higher CTR – as another study uncovered, they are responsible for over 35 percent of all clicks.

Further proving the immense power of featured snippets, our study showed that they take up over 50 percent of the SERP’s real estate on mobile screens.

Combine this with our findings that 99 percent of the time featured snippets take over the first organic position, and that they are in most cases triggered by long-tail keywords (implying specific user intent), and you’ll get the reason behind incredibly high CTR numbers.

Are some industries more likely to trigger featured snippets?

In the study, we defined industries by keyword categories, discovering that, indeed, featured snippet volume is inconsistent across various segments.

The top industry, seeing a featured snippet in 62 percent of all cases, is Travel and Computer & Electronics, followed by Arts & Entertainment (59 percent), and Science (54 percent), while Real Estate keywords lag behind all the rest with only 11 percent of keywords triggering a featured snippet.

featured snippet optimization insights on keyword categories that trigger

Yet on a domain level, the industry breakdown varies slightly, with Health and News sites having comparable featured snippet volumes.

You can discover the full industry breakdown within the study.

Featured snippets are all about earns, not wins

Just hoping your content will win you a featured snippet isn’t enough – as our study showed, it’s all about hard-earned content optimization results.

Throughout our in-depth featured snippet analysis, we pinpointed the following SEO best practices consistent across all featured snippets we’ve come across:

1. Optimize for long-tail keywords and questions

When it comes to optimization and keywords, employ ‘the more the better’ logic.

Our study found that 55.5 percent of featured snippets were triggered by 10-word keywords, while single-word ones only showed up 4.3 percent of the time.

One thing even better than long-tails is questions. In fact, 29 percent of keywords triggering a featured snippet begin with question words – “why” (78 percent), “can” (72 percent), “do” (67 percent), and in the fewest cases, “where” (19 percent).

featured snippet optimization insights on question keywords that trigger

2. Use the right content length and format

The SERPs we analyzed included four types of featured snippet: paragraphs, lists, tables, and videos:

  • 70 percent of the results showed paragraphs, with an average of 42 words and 249 characters
  • Lists came in as the second-most-frequent featured snippet (19 percent), with an average of 6 item counts and 44 words
  • Tables (6 percent) typically featured five rows and two columns
  • Videos, whose average duration stood at 6:39 mins, showed up in only 4.6 percent of all cases.

Of course, don’t blindly follow this data as the golden rule, rather see it as a good starting point for featured-snippet-minded content optimization.

Plus, keep in mind that content quality always prevails over quantity, so if you have a high-performing piece that features a 10-row table, Google will simply cut it down, showing the blue “More rows” link, which can even enhance your CTR.

3. Don’t overcomplicate your URL structure

As it turns out, URL length matters in Google’s choice of a site that deserves a featured snippet. Try to stick to neat site architecture, with 1-3 subfolders per URL, and you’ll be more likely to win.

Just for reference, here is an example of a URL with three subfolders:

xyz.com/subfolder1/subfolder2/subfolder3

4. Make frequent content updates

In the “to add or not to add a post date” dilemma, based on our featured snippet analysis, we’d suggest that you publish date marked content.

The majority of Google’s featured snippets include an article date, with the following breakdown: 47% of list-type featured snippets come from date-marked content, paragraphs – 44%, videos – 20%, and tables – 19% of the time.

While fresh-out-of-the-oven content can be favored by Google, 70% of all content making it into the featured snippet was anywhere from two to three years old (2018, 2019, 2020), meaning once again that content quality matters more than recency, so you shouldn’t worry that putting a date on it will work against you.

Take a deep-dive into the full Semrush study to learn more about featured snippets and discover the best way to create featured snippet hubs.

A.J. Ghergich is the CTO at Brado.

The post Data-backed insights on featured snippet optimization appeared first on Search Engine Watch.

Search Engine Watch


Chinese mobile games are gaining ground in the US

February 26, 2021 No Comments

Over the past year, the coronavirus crisis has spurred app usage in the United States as people stay indoors to limit contact with others. Mobile games particularly have enjoyed a boom, and among them, games from Chinese studios are gaining popularity.

Games released on the U.S. App Store and Google Play Store raked in a total of $ 5.8 billion in revenue during the fourth quarter, jumping 34.3% from a year before and accounting for over a quarter of the world’s mobile gaming revenues, according to a new report from market research firm Sensor Tower.

In the quarter, Chinese titles contributed as much as 20% of the mobile gaming revenues in the U.S. That effectively made China the largest importer of mobile games in the U.S., thanks to a few blockbuster titles. Chinese publishers claimed 21 spots among the 100 top-grossing games in the period and collectively generated $ 780 million in revenues in the U.S., the world’s largest mobile gaming market, more than triple the amount from two years before.

Occupying the top rank are familiar Chinese titles such as the first-person shooter game Call of Duty, a collaboration between Tencent and Activision, as well as Tencent’s PlayerUnknown’s Battlegrounds. But smaller Chinese studios are also quickly infiltrating the U.S. market.

Mihoyo, a little-known studio outside China, has been turning heads in the domestic gaming industry with its hit game Genshin Impact, a role-playing action game featuring anime-style characters. It was the sixth-most highest-grossing mobile game in the U.S. during Q4, racking up over $ 100 million in revenues in the period.

Most notable is that Mihoyo has been an independent studio since its inception in 2011. Unlike many gaming startups that covet fundings from industry titans like Tencent, Mihoyo has so far raised only a modest amount from its early days. It also stirred up controversy for skipping major distributors like Tencent and phone vendors Huawei and Xiaomi, releasing Genshin Impact on Bilibili, a popular video site amongst Chinese youngsters, and games downloading platform Taptap.

Magic Tavern, the developer behind the puzzle game Project Makeover, one of the most installed mobile games in the U.S. since late last year, is another lesser-known studio. Founded by a team of Tsinghua graduates with offices around the world, Magic Tavern is celebrated as one of the first studios with roots in China to have gained ground in the American casual gaming market. KKR-backed gaming company AppLovin is a strategic investor in Magic Tavern.

Other popular games in the U.S. also have links to China, if not directly owned by a Chinese company. Shortcut Run and Roof Nails are works from the French casual game maker Voodoo, which received a minority investment from Tencent last year. Tencent is also a strategic investor in Roblox, the gaming platform oriented to young gamers and slated for an IPO in the coming weeks.

Mobile – TechCrunch


©2018-2020 - American Online Phonebook - All Rights Reserved

Privacy Policy | Terms & Conditions