Bloglikes - SEM https://www.bloglikes.com/c/sem en-US Mon, 19 Apr 2021 06:43:27 +0000 Sat, 06 Apr 2013 00:00:00 +0000 FeedWriter Backlinks Are Not Dead – Infographic http://www.powersiteblog.com/backlinks-are-not-dead-infographic/ We hear about changes to Google ranking algorithms all the time. While the field of SEO has evolved a lot over the years, backlinks remain very important. This infographic from DIR Journal covers what makes a good link:

https://googleads.g.doubleclick.net/pagead/ads?client=ca-pub-9951566236021307&output=html&h=280&slotname=2593660373&adk=2691882389&adf=3313208526&pi=t.ma~as.2593660373&w=760&fwrn=4&fwrnh=100&lmt=1615331907&rafmt=3&psa=1&format=760×280&url=https%3A%2F%2Fwww.best-infographics.com%2Flinks-are-not-dead%2F&flash=0&fwr=0&rpe=1&resp_fmts=1&wgl=1&adsid=ChAIgNacggYQoYLUtJLCsb42Ej0AAjT3AKe18uk-98RL7ZYUrlGG8YLQy-pj2MBVH1sMraPXsigFq4SM5wsNASyCWXfispjunZdH05TDsV4c&dt=1615331891634&bpp=33&bdt=879&idt=775&shv=r20210304&cbv=r20190131&ptt=9&saldr=aa&abxe=1&cookie=ID%3D6b36f2c82932462d-22a552675cc500fb%3AT%3D1608245691%3ART%3D1608245691%3AS%3DALNI_MYfCaddjuq8y4nZFIxq7RmjGvu0VQ&prev_fmts=1200×280%2C300x600%2C0x0&nras=1&correlator=3909430333795&frm=20&pv=1&ga_vid=520178792.1608245690&ga_sid=1615331892&ga_hid=1379275549&ga_fc=0&u_tz=-300&u_his=8&u_java=0&u_h=1080&u_w=1920&u_ah=1050&u_aw=1920&u_cd=24&u_nplug=3&u_nmime=4&adx=492&ady=4942&biw=1903&bih=947&scr_x=0&scr_y=1189&eid=44735931%2C21066428%2C21066923&oid=3&psts=AGkb-H_CLX-lIRRc9v5uPCFn6zl_wiMf989V3pxpw7eSiacm-BHKVTBjYWCBfaAmUqGC-9vLpeMOinRu2A%2CAGkb-H-3I8HnJmsc6cWSU06NLAYtJBNKGaPuKWgkUPSb4wpq6FZYgXxm6IyjPLYcroVavmFs6HW9eg_uM-76Dg&pvsid=3162230210371677&pem=121&ref=https%3A%2F%2Fwww.best-infographics.com%2F&rx=0&eae=0&fc=896&brdim=-1920%2C-12%2C-1920%2C-12%2C1920%2C-12%2C1920%2C1050%2C1920%2C947&vis=1&rsz=%7C%7CoeEbr%7C&abl=CS&pfx=0&fu=8320&bc=31&jar=2021-03-09-23&ifi=2&uci=a!2&btvi=1&fsb=1&xpc=FEymtTvrTq&p=https%3A//www.best-infographics.com&dtd=15626]]>
Wed, 10 Mar 2021 10:00:00 +0000 BlogLikes - Find Most Popular Blogs Google Marketing Seo Links Sem Radio General Interest DIR Journal
5 resume tips (and a template) to land a job in marketing http://feedproxy.google.com/~r/typepad/alleyinsider/silicon_alley_insider/~3/CJn9JFVjKdU/resume-writing-tips-to-land-a-job-in-marketing-2020-9

Getty Images

  • A strong resume is important when applying for any new job, but especially if you work in marketing.
  • Marketing companies want to know that you can sell a product or service, and good sales skills start with marketing yourself well as a professional.
  • Start your resume off with strong bullet points that detail your greatest, quantifiable accomplishments. Towards the end, emphasize soft skills and experience that sets you apart from other applicants.
  • Visit Business Insider's homepage for more stories.

Marketing is a large, exciting field that's growing and evolving. Whether you're a digital marketer, brand manager, copywriter, analyst, or in any other marketing career, you're constantly part of new and emerging trends, and you get to think outside the box and tell engaging stories. But before you can do any of that, you have to write a standout marketing resume.

Resumes are important in every field, but in marketing, your resume isn't just your first contact with a prospective employer, it's also your first work sample. After all, when you apply to a job, you're essentially marketing yourself.

"Marketing is all about the messaging and appealing to the consumer, and [as a recruiter] I'm the consumer," said Janice Ryan, a marketing consultant with 20 years of experience hiring marketers for various roles and founder of Sunway Consulting. And you as a potential employee are the product. "If you can't sell yourself well, that doesn't help the case for you getting an interview."

The good news is if you're a marketer, you already know a thing or two about crafting a persuasive message. Here are some tips for applying your marketing skills to your resume.

Market yourself with quantified, achievement-focused bullet points

The bulk of a resume's substance is in the bullet points — that is, the brief descriptions you write under your past jobs (or activities or education) that explain what you did and what you accomplished. For a marketing resume, crafting these is especially important because it tells future employers how well you can come up with a brief, specific, and easily digestible statement that gets the reader interested.

Marketers "have to be able to tell a story and a lot of that starts with your writing and communication skills," said Maureen Joseph, chief people officer at GoodVets, who has recruited marketers in a variety of fields including professional services, retail, financial services, and healthcare. When she's hiring marketers, she's not only looking at the content of applicants' bullet points, but also "how you word things and how you craft that story around the specific job or experience."

When writing your bullet points, "don't just list duties, say what you accomplished," Ryan said. In your last job, did you increase return on ad spend (ROAS)? Did you grow your user base? Were you recognized by your company in some way? Focusing on your achievements in your bullet points tells hiring managers and recruiters not only what you've done, but also how well you did it.

In order to show just how much of an effect your work has had, you should quantify your bullets whenever possible. Ask yourself how much, how many, how often, what percent, says Muse career coach Tina Wascovich. Joseph suggests thinking about metrics like followers, readership, and click-through rate, among others. Key performance indicators (KPIs) change from company to company, Ryan says, but if you're specific about the growth you achieved, a hiring manager won't need to have an intimate knowledge of the company or space you worked in to understand what you've done.

You can put these ideas together in an achievement-oriented bullet point that leads with an action verb, Wascovich says. If that action word ties back to a skill that's mentioned in the job description, even better (though you should avoid repeating the same verb over and over).

Here's a simple formula to follow:

  • Action verb + description of work (quantified if possible) + outcome including any available metrics
Tailor your message

You wouldn't come up with a marketing campaign without taking into account the audience you're trying to reach and persuade, would you? For the same reason, you shouldn't be submitting the same marketing resume for every job application. Instead, you should tailor your resume to each posting and company.

"The first thing is understanding who you are, what your value is, and how that's relevant to a particular employer," Wascovich said.

From there, you can decide what info to include for each job. This is especially important in a wide field like marketing. If you're a generalist looking to move into a specialist role in social media, for example, you might devote more resume space to the social media aspects of your past jobs over the content or email aspects. You can also research the company to see what their values are and incorporate that into your resume. If a company values teamwork and collaboration, you can mention times you've succeeded as part of a team.

It might seem tedious to tailor your resume for every application, but it will pay off. If you don't clearly emphasize why you're the right person for this job, why would a recruiter give your resume a second look? Would you buy a product if you didn't know how it would improve your life or solve the problem you're having?

Identify and include relevant keywords

When you submit a job application online, it often passes through an applicant tracking system (ATS), software that will scan your resume for relevant keywords. Recruiters often have a lot of resumes to go through, so they also may be quickly skimming for keywords that relate to the job description. You can work these keywords into your bullet points organically, add them to a skills section, or (especially for important keywords) both.

Each job will have different keywords, so this is another area where you should be tailoring your resume. Read each posting carefully to pick up on desired or mandatory skills, qualifications, and qualities to find that job's keywords. If a keyword is mentioned and you have experience or aptitude in it, it should go on your resume so that people (and ATSs) can quickly see that you're qualified for the job. Look at the language and mirror it, Joseph says. For example, if they're looking for Excel and you're a pro, don't just say you have expertise in spreadsheets, use the word "Excel."

Here are some marketing-related keywords to get you started:

  • Acquisition
  • Analysis
  • B2B
  • B2C
  • B2G
  • Blog Writing
  • Brand Management
  • Click-Through Rate (CTR)
  • Collaboration
  • Content
  • Content Marketing
  • Copywriting
  • Cost Per Click (CPC)
  • CPM (Cost Per Mille, i.e. Cost Per Thousand Impressions)
  • Data
  • Data Analysis
  • Demand Generation
  • Distribution Channels
  • Digital Marketing
  • Email Marketing
  • Email Blast
  • Facebook
  • Followers
  • Google Ads
  • Google Analytics
  • Growth
  • Instagram
  • KPI
  • Lead Generation
  • LinkedIn
  • Market Research
  • Microsoft Excel
  • Microsoft Powerpoint
  • Pay-Per-Click (PPC)
  • Power Editor
  • Retention
  • Return on Investment (ROI)
  • Return on Ad Spend (ROAS)
  • Search
  • Search Engine Marketing (SEM)
  • Search Engine Optimization (SEO)
  • Social Media
  • Twitter
  • Visual Communication Design (VCD)
  • YouTube
Include important links right on your resume

These days, it's very unlikely that someone will only see your resume on paper. That means that you can and should include links! You can link to your LinkedInonline portfolio, or personal website, and anything else that showcases your past work.

You can also link to your personal social media accounts, especially if they're professional and show consistent branding and messaging or if you have a large following. This is especially valuable if you're looking for a social media marketing role.

Follow resume best practices

There are some resume guidelines that apply to every field. Here are a few to keep in mind:

  • Keep it to one page. As you progress in your career, a two-page resume might make sense, but if you're early in your career, a one-page resume is vital for showing you can get your message across concisely and not include unneeded information.
  • Use a chronological format. In general, recruiters prefer a resume that lists your experience first (after any heading information or resume summary), in reverse chronological order, with skills, education, and any other relevant sections at the end. However, if you're a new grad, you should list your education first, then your experience. If you're a career switcher, you might consider if another resume format is right for you.
  • Take it easy on the fancy formatting. You don't need a flashy resume to get hired as a marketer. In fact, it might hurt you. Recruiters want to be able to quickly read your resume without distraction and ATSs can't decipher many formatting elements. So follow best practices for formatting your resume for an ATS.
  • Proofread, proofread, proofread. This is important for every field, but marketing a resume with a typo is likely to be rejected outright, Wascovich says. It shows a lack of attention to detail and that your written communication skills might not be up to snuff. So be sure to proofread your resume, and then pass it along to one (or more!) people you trust to find any lingering typos.
Use these tips if you're new to marketing

If you're just entering the marketing field, it might feel like you can't showcase a lot of relevant achievements, but your experience doesn't have to be in a marketing role to be relevant. Here are a few tips for showing off your skills even if you don't have a lot of past marketing jobs under your belt:

  • Quantify your past achievements outside of marketing. If you've streamlined a process, cut a cost, or retained or brought in customers, that's relevant to marketing, even if you weren't in a marketing job when you did it. Recruiters know that entry-level marketers won't have a lot of marketing experience, so they're looking for candidates who take initiative, make things more efficient, and think creatively, Ryan says: "I can teach marketing." Show these achievements off the same way you would formal marketing experience.
  • Look for ways you've used marketing in any context. Even if you haven't held a marketing job, you may have marketed yourself, your or someone else's side hustle, a club, or an event, Joseph says. Did you help a friend grow a YouTube channel? Do you sell a product or service online? Have you recruited members for a club or other activity? Did you help get people to a fundraiser? Did you help a past company improve sales? If so, you've done some marketing and that experience belongs on your resume.
  • Highlight relevant coursework and projects. If you're a new grad, you can list relevant courses in your education section or write a few bullet points describing a big project you did to showcase your skills. If you have work samples you're particularly proud of, you can include these in an online portfolio or  .
  • Consider a resume summary. Including a few sentences about who you are, what you've done, and where you excel at the top of your resume, particularly if you're making a career change, can help put your past experience into context for recruiters.
  • Emphasize your soft skills. All jobs require soft and hard skills. Hard skills include software, technical, and role-specific skills and knowledge. Soft skills are more about qualities like collaboration, communication, creativity, project management, organization, and work ethic. Showing off these qualities can demonstrate that you'll be a good employee and colleague, Wascovich says, and you can be trained in other things. Work your soft skills into your bullet points, but Wascovich says that for entry-level candidates, mentioning soft skills in your skills section is also OK (unlike later in your career, when you should stick to hard skills for a skills section).
Check out this example resume

So what does this advice look like in action? Take a look at this sample resume for a digital marketer.

Marketing resume the Muse Jaclyn Westlake

The Muse/Resume by Jaclyn Westlake

Sample marketing resume by Jaclyn Westlake

Download example marketing resume

This might all feel like a lot, but remember: Your resume is just a marketing document for yourself. If you apply the same principles here as you would to a campaign, you're likely to land the right job for you.

Read the original article on Business Insider

[Author: insider@insider.com (Regina Borsellino)]

]]>
Thu, 17 Sep 2020 09:02:00 +0000 BlogLikes - Find Most Popular Blogs Jobs Resume Marketing Trends Strategy Seo ROI Sem Ppc Muse Cpc Nordic Roas Ctr Joseph Ryan ATS Contributor The Muse Juliana Kaplan Contributor 2019 Regina Borsellino VCD Janice Ryan Maureen Joseph GoodVets Tina Wascovich Joseph Wascovich Per Mille PPC Power Jaclyn Westlake Sample Jaclyn WestlakeDownload
Case Study: The Impact of Google’s Reduction in Search Term Report Visibility http://www.clixmarketing.com/blog/2020/09/14/case-study-the-impact-of-googles-reduction-in-search-term-report-visibility/

On September 1st, Google it would be reducing the number of search terms that would be available to advertisers in the search term report.

“We are updating the search terms report to only include terms that were searched by a significant number of users. As a result you may see fewer terms in your report going forward.”

The impact of this change will likely vary across clients, but where I’m seeing the largest negative impact has been for my clients with smaller budgets who are targeting low volume, highly competitive keywords.

Client Case Study

Let’s take a look at the change we’ve seen in one such client comparing the visibility of the search term report in the first week of August to the first week of September.

For these two weeks, impression and click volume remained relatively stable but the number of search terms in the report decreased about 50%.

Impression Visibility google search term impressions

As you can see, the majority of searches that led to ad impressions was never shown in the search term report. Because there are millions of search terms, Google only showed search terms for about 4% of total impressions for our ads. That percentage decreased to 2% in September.

Click Visibility google search term clicks

Looking at clicks is where we start to see a change in search term visibility. In August, we were able to see search terms for 95% of our ad clicks. For September, we are now only able to see search terms for 33%, only one-third, of the clicks on our ads. This is a huge loss in visibility for advertisers with big consequences since advertisers pay per click for search ads.

Cost Visibility google search term cost

It should be no surprise that the loss of click visibility has led to a decrease in cost visibility. In August, we were able to see search terms for 93% of our search ad spend. For September, we can only see search terms for 37% of our ad spend. That means almost two-thirds of our current budget is being spent on search terms we can’t see, can’t evaluate, and can’t exclude from our campaigns.

Conversion Visibility google search term conversions

I had assumed that despite this change, we would still be able to see the majority of search terms that led to conversions but that has shown not to be the case. In August, we could see search terms for 100% of our conversions. That percentage has decreased to 60% in September. While that is no where near the loss in visibility for clicks and cost, it is still a larger decrease than I expected.

What Now?

For your own account, I would recommend doing a similar comparison of the visibility change so you know how much of a loss you are experiencing.

Our team is working together with our clients to create strategies to adjust to these changes. This includes reducing spend on broader match keywords and shifting spend toward other platforms.

What are you doing to combat this loss of visibility into the search terms triggering your ads? Let us know in the comments below!

]]>
Mon, 14 Sep 2020 03:00:00 +0000 BlogLikes - Find Most Popular Blogs Google Sem Search Advertising Google Keywords Google Ads Search Term Report Google Search Term Report Google Search Terms
Clix Marketing Blog’s #PPC News & Views: Friday, September 11, 2020 http://www.clixmarketing.com/blog/2020/09/11/clix-marketing-blogs-ppc-news-views-friday-september-11-2020/

Thanks for joining us today for #PPC News & Views.

Here are the biggest headlines you may have missed:

From the Experts Search Engine Journal

: This is a change that’s coming in 2021 and if you’re advertising on Facebook (or considering it), you’ll want to be aware of the changes.

Tinuiti

The grocery ecommerce market is booming! Instacart has emerged as a great opportunity for brands!

Search Engine Land

Confused by Facebook’s Limited Data Use for CCPA? You’re Not Alone: We missed this post for last week’s round up, but since this is an important topic, we wanted to include it this week.

Practical Ecommerce

9 exercise tips for desk-bound workers: This isn’t exactly digital marketing-specific, but we love tips for how to stay active while working from home! It’s harder than you’d think.

Social Media Examiner

: Use these examples to inspire your next round of ad copy!

PPC Hero

: It’s a question we get a lot: Why do Google Ads’ and Analytics’ conversions not match?

Visiture

Amazon Campaign Structure: How to Structure Your Campaigns: Take these tips into consideration for how to best structure Amazon campaigns!

Optmyzr

4 Smart Shopping Myths BUSTED: How to Optimize Even with Limitations: Here are some common myths about Smart Shopping campaigns in Google and now you can work around them.

From the Engines LinkedIn

Finding and Building B2B Competitive Advantage in a Post-COVID Marketplace

From the Clix Team

by Kristin Palmer

]]>
Fri, 11 Sep 2020 03:00:00 +0000 BlogLikes - Find Most Popular Blogs Google Amazon Facebook Sem Smart Shopping Instacart Ppc News And Views Conversion Tracking Social Media Examiner PPC News amp CCPA Optmyzr Facebook Ad Limits Facebook Ccpa Rules Instacart Ads Instacart Advertising Writing Facebook Ads PPC News Views Here Visiture Amazon
Phases of pandemic recovery: Insights from the CMA B2B Council http://feedproxy.google.com/~r/CanadianMarketingBlog/~3/IDswLalU8Gc/phases-of-pandemic-recovery-insights-from-the-cma-b2b-council Read more on the CMA website.]]> Thu, 10 Sep 2020 13:05:00 +0000 BlogLikes - Find Most Popular Blogs Nike Sem Cma CMA B2B Council #566 How To Optimise Your Google Shopping Feed in 2020 with Rob Watson, Founder of Freewheeling https://www.sitevisibility.co.uk/blog/2020/09/10/566-how-to-optimise-your-google-shopping-feed-in-2020-with-rob-watson-founder-of-freewheeling/ In this week’s episode, we’re joined by Rob Watson of Freewheeling to discuss the big changes in Google Shopping that are being rolled out in 2020.

In this episode we discuss:

  • Google Shopping feed changes coming into place this year and what it means for advertisers
  • How to take advantage of this new free offering from Google
  • Why Google are making these changes
  • The most important elements to optimise within Google Shopping Feeds

CONNECT WITH ROB / FREEWHEELING

CONNECT WITH SCOTT:

CONNECT WITH SITEVISIBILITY:

For all show ideas, guest recommendations and feedback email marketing@sitevisibility.com

]]>
Thu, 10 Sep 2020 05:51:23 +0000 BlogLikes - Find Most Popular Blogs Google Sem The Digital Marketing Blog Internet Marketing Podcast Scott Rob Watson
Facebook’s Ads for Impact Program for Non-Profits http://www.clixmarketing.com/blog/2020/09/09/facebooks-ads-for-impact-program-for-non-profits/

If you are a leader or page administrator for a non-profit organization (NPO) that is active on Facebook, you may have received an important email announcement recently. If you didn’t, I want to make sure you didn’t miss it.

The email invited me (since I am a page administrator for a couple of non-profits) to apply for the new Ads For Impact Program. I’ll pass along the details from the email and links so that you (or a company you know) also can apply.

What is the Facebook Ads for Impact Program?

First things first, it’s very important to note that there is an application deadline for this program. That deadline is September 15, 2020, so if interested, you should act immediately.

This is a program to help NPOs survive in the midst of this unpredictable time and wanted to find a way to help.

What immediately caught my attention from the email I received (on Labor Day of all days) was that each organization received $10,000 in ad credit. The words “up to” were not found anywhere. Here is exactly what I saw:

The only asterisk I could find was on the landing page and said “Nonprofits must go through a creative review process in order to use the funds granted.”

What Else Do You Need to Know?
  1. This is TIME-SENSITIVE. You must apply by September 15.
  2. This program is ONLY for non-profits. You must know your Nonprofit EIN (Employer Identification Number).
  3. There is a time commitment to complete the required training involved. Plan on at least 2 hours each week for 3 months.
  4. There will be some type of required creative review process for the fund to be given.
  5. The application includes a question surrounding your comfort in using the English language since the training is only available in English.
  6. There is also a question asking if your NPO serves the “Black and/or Latinx community” so I don’t know if one NPO will be given a priority to enter this program over another based on how that question is answered.
  7. This program is only available in the USA at this time.
  8. The program starts immediately upon your acceptance into it.
What is Included with the Facebook Ads for Impact Program?
  1. $10,000 in Ad Credits
  2. Design Support
  3. Dedicated Facebook Team
  4. Weekly Training
  5. Community Support
How Do You Apply for Facebook Ads for Impact Status?

Head on over to the application page and click on any of the “Apply to Join” buttons. You’ll be taken to a one page application with many drop downs that you should be able to complete in 15 minutes or so.

If you accept the time commitment, it’s worth applying for! I’ll keep you posted if any of the NPOs I’m involved with are accepted into the program. One already applied and we know that they should hear back in a few weeks.

Will you be applying? Comment below if your NPO is accepted so we can keep in touch about your training and the process!

]]>
Wed, 09 Sep 2020 03:00:00 +0000 BlogLikes - Find Most Popular Blogs Facebook Usa Sem NPO Facebook Ads for Impact Program CreditsDesign Support Dedicated Facebook
Video: How COVID-19 Impacts the Future of Work http://feedproxy.google.com/~r/WebStrategyByJeremiah/~3/_4GMy3Tu6IA/ Continue reading Video: How COVID-19 Impacts the Future of Work ]]> Tue, 08 Sep 2020 20:42:45 +0000 BlogLikes - Find Most Popular Blogs Video Sem Clix Marketing Blog’s #PPC News & Views: Friday, September 4, 2020 http://www.clixmarketing.com/blog/2020/09/04/clix-marketing-blogs-ppc-news-views-friday-september-4-2020/

Happy September, friends, and welcome to this week’s edition of #PPC News & Views!

From the Experts B2Linked

: Here are the trends the B2Linked team is seeing in the LinkedIn platform among advertisers. While there are some trends you would likely predict, there are some other takeaways that you wouldn’t!

Tinuiti

62 Indispensable Amazon Seller Tools You Need [2020 Update]: This is a huge list of Amazon tools that is definitely worth bookmarking!

PracticalEcommerce

Ecommerce Product Releases: September 1, 2020: If you missed product updates and updates in August, this list will get you up to speed!

PPC Hero

: If you have a client utilizing Hubspot and LinkedIn Ads, this is an integration you don’t want to miss! Leads syncing, custom audiences and improved reporting.

Simo Ahava

#GTMTips: Container Notifications In Google Tag Manager: The new feature just rolled out and this post will walk you through how to get started.

From the Engines LinkedIn

What’s New With LinkedIn Pages: “My Company” Tab, “Events” tab, and View Page Followers

Facebook

New Steps to Protect the 2020 US Elections

Google Ads & Commerce Blog

Microsoft Ads

From the Clix Team

3 Ways to Use LinkedIn Website Demographics for Better Ad Performance by Michelle Morgan

How to Make LinkedIn Lead Gen Forms Work for Your Brand by Tim Jensen

How to Address the 2020 Shifts in Your PPC Accounts by Kristin Palmer

by Bethany Bey

]]>
Fri, 04 Sep 2020 03:00:00 +0000 BlogLikes - Find Most Popular Blogs Amazon Sem Ppc HubSpot Marketing Software Ppc News And Views PPC News Views From Michelle Morgan PPC News amp Google Tag Manager LinkedIn Advertising Simo Ahava Kristin Palmer Tim Jensen Ecommerce News Google Ads Updates Amazon Ads Tinuiti Amazon Seller Tools Facebook Election Ads Linkedin And Hubspot Integration PPC Holiday Planning Reportings Indispensable Amazon PracticalEcommerce Ecommerce Product Releases View Page Followers Facebook New Steps US Elections Google Ads Commerce Blog Microsoft
#565 eCommerce Features and Functions that Users Find Irresistible: Interview with Luke Carthy https://www.sitevisibility.co.uk/blog/2020/09/03/ecommerce-features-and-functions-that-users-find-irresistible/ It’s fascinating how fast user behaviour changes in eCommerce. The hottest new eCommerce idea can rapidly develop from being a ‘nice-to-have’ feature that differentiates you from competitors, to the standard that all customers expect.  Over the last decade we’ve seen the growth of mobile commerce, a host of new delivery options, hundreds of new payment options and a new worlds born through virtual and augmented reality.

eCommerce consultant Luke Carthy spends a lot of his time analysing the world of online retail and helping eCommerce companies grow. He is the perfect guest to join us on the topic of ‘eCommerce Features and Functions that Users Find Irresistible’.

In this episode we discuss:

  • Recommendations for companies that in market-leading positions continually striving to maintain their competitive edge
  • eCommerce features that have moved from ‘nice-to-haves’ to expected by customers
  • The most engaging eCommerce features and functions in 2020
  • New eCommerce software we think you’ll love

CONNECT WITH LUKE:

ALSO MENTIONED ON THIS EPISODE:

CONNECT WITH SCOTT:

CONNECT WITH SITEVISIBILITY:

For all show ideas, guest recommendations and feedback email marketing@sitevisibility.com

]]>
Thu, 03 Sep 2020 06:14:58 +0000 BlogLikes - Find Most Popular Blogs Ecommerce Sem The Digital Marketing Blog Internet Marketing Podcast Scott Luke Carthy
New Fees for Google Ads Served in UK, Turkey, and Austria http://www.clixmarketing.com/blog/2020/09/03/new-fees-for-google-ads-served-in-uk-turkey-and-austria/

Google has announced they will be charging for ads served in the United Kingdom, Turkey, and Austria. These fees will begin on November 1, 2020, and you will see the additional fee in your ad invoice.

The new fees are as follows:

  • Ads served in the United Kingdom: a 2% UK DST Fee added to your invoice or statement
  • Ads served in Turkey: a 5% Regulatory Operating Cost added to your invoice or statement
  • Ads Served in Austria: a 5% Austria DST Fee added to your invoice or statement

According to Google, the Regulatory Operating Costs are being added due to significant increases in complexity and cost of complying with regulations in Turkey. In Austria and the United Kingdom, the DST fee is driven by the new digital services tax in these countries.

If you have automatic payments or use monthly invoicing, Google will add the fees to your Google Ads costs once at the end of every month, to be paid the next time you are charged. These fees will also be added on top of your account budget if you’ve set up one. 

If you pay through manual payments or make a prepayment on your automatic payments account, these fees may be charged after your payment has been fully spent.

You will be able to see these fees as a separate line item per country on your invoice and they will also be displayed in the “Transactions” section in your Google Ads account.

What Does This Mean For Advertisers?

Advertisers can expect to pay more for ads show in these countries and should adjust their strategies accordingly.

Fees will be charged based on the number of ad impressions or clicks that are served in a specific country. If you advertise in several countries, you’ll only be charged fees when ads have been served to people in the impacted countries.

Even if you aren’t explicitly targeting these countries, your ads may be served there if you have your location settings set to “People in, or who show interest in, your targeted location.” For example, if you run ads for a France vacation rental, but someone in the UK searches for ‘french vacation rentals’, they can be served your ad and that would qualify for the additional fee.

I’d recommend reviewing your location reports to see how many impressions and clicks you are currently getting from these three countries. If you don’t want to serve ads there, you can exclude these three countries from your campaigns.

If you do want to show ads to people in the UK, Turkey, or Austria, then you made need to start factoring in the added cost to your overall cost per acquisition goals. You may find you need to lower your CPA targets in order to maintain profitability.

What are your thoughts on the new fees? Will you be adjusting your advertising strategy once they’re implemented? Let us know in the comments below!

]]>
Thu, 03 Sep 2020 03:00:00 +0000 BlogLikes - Find Most Popular Blogs Google UK France Turkey Sem Austria United Kingdom Google Adwords DST Google Ads Campaign Strategy UK Turkey Platform Updates Google Ads Updates Google Ads Fees United Kingdom Turkey
CMA Councils summer reading list, Part 2: Marketing, diversity and creativity http://feedproxy.google.com/~r/CanadianMarketingBlog/~3/RbSTltrk2yY/CMA-Councils-summer-reading-list-part-two-Marketing-diversity-and-creativity Read more on the CMA website.]]> Thu, 03 Sep 2020 01:54:00 +0000 BlogLikes - Find Most Popular Blogs Sem Cma Bob Hoffman Richard Shotton gin and football – a tale of two brand experiences https://bluurb.wordpress.com/2020/09/01/gin-and-football-a-tale-of-two-brand-experiences/ Tue, 01 Sep 2020 14:07:44 +0000 BlogLikes - Find Most Popular Blogs Strategy Brand Sem Sky Gin Thought Leadership Brand Experience Warners Living your brand purpose during a pandemic http://feedproxy.google.com/~r/CanadianMarketingBlog/~3/cNXTYb409kE/living-your-brand-purpose-during-a-pandemic Read more on the CMA website.]]> Mon, 31 Aug 2020 08:49:00 +0000 BlogLikes - Find Most Popular Blogs Sem Cma How to Address the 2020 Shifts in Your PPC Accounts http://www.clixmarketing.com/blog/2020/08/31/how-to-address-the-2020-shifts-in-your-ppc-accounts/

We all know about the shift in ecommerce spending due to COVID. While the trends have shifted by geographic area based on various levels of reopening and comfort levels with in-store shopping, it’s still clear that online shopping will remain strong for quite some time to come.

This leaves many small to medium-sized businesses in a quandary. Many are dealing with the impact of the economy and don’t have the extra funds for advertising. Others are now facing higher competition within the same online retail space. For example, one of our clients is seeing Amazon bid on their brand terms now, which has caused their CPCs to increase, impression share to decrease, and ultimately and most importantly, a decrease in website sales. However, an online presence is more important now than ever. And the quandary continues.

Unfortunately, the uncertainty of 2020 will only continue as we deal with school openings/closures, the election, and a very unusual holiday shopping season. So, what can PPC marketers do to help either their own company or their clients during this unpredictable time? Let’s take a look at some of your options.

Re-Evaluate Your Campaigns

Ask yourself if your current marketing efforts are still meeting the needs of your prospects. Here are some places to take a look at:

Data Date Ranges

Trends over the past 30, 60, 90 or 180 days will really vary based on the lockdown periods for different geographies across the US and the world. Just keep these in mind when evaluating results.

Campaign Settings

Look at your campaign objectives and every single setting, bid modifier, etc. and think through them. For example, maybe you have limited your ad schedule to store hours, after work hours, or past peak performance times. With odd work from home schedules, you might be missing out on new ideal buying times. And then, who knows if your bid modifiers are still working the way you intended them to? Take time to really question every setting to see if it still makes sense.

Key Ad Messages

Your past key selling proposition might not be as strong anymore. Shipping times and costs are now more important to consumers than ever yet we’ve all seen how unreliable shipping has become. Maybe you need to test new or softer CTAs. Perhaps needs have shifted in 2020 so that you need to drive home a different key attribute of your product or offer.

Keywords

Dig into your keyword performance over the past few months to see if you can uncover new trends in regards to clickthrough rates, conversion rates, etc. You might discover some new shifts that could create keyword expansion opportunities. Since so many people have encountered so many significant life shifts this year, there might be new or different ways to reach your audience as well.

Search Terms

Directly related to that train of thought, take a look at your search terms to see if you can discover new keyword opportunities or hone in on additional negatives to exclude.

Testing

Now might be the perfect time to reconsider testing a new strategy or two. You can create experiments to control the budgets and time frame easily. Some ideas include testing smart campaign objectives or bidding, ad formats or even a new channel. For example, you might not have ever tested a channel like YouTube, , or Quora, but with social media use on the rise, you might find a new perfect niche.

Look Forward

Now that we’ve taken time to look back to fully evaluate performance, make sure you keep looking forward as well. We live in very uncertain times, but there are steps you can take by planning ahead and being prepared.

Use Automated Rules and Alerts

Automated rules can be life-savers for your campaigns to help safeguard you from anything unexpected. Alerts keep you informed so you can see trends and know when there have been shifts.

Communication

Re-evaluate your internal and client communications and planning to make sure you’re all on the same page, especially for the upcoming holiday season. Review plans, tests, new initiatives, budgets, and anything else you can ahead of time. Make adjustments to help everyone stay on track and in the know. For example, weekly action item lists or very specific subject lines can keep everyone aligned in an ever-changing time.

Stay in Touch

Keep on top of what our colleagues across the PPC industry are seeing. We have such a great PPC community out there that is willing to share their wealth of knowledge. Check out our list of top PPC blogs to follow, read up on #PPCchat online or read our (or others) weekly recap posts. Just set aside time to make sure you’re up to date on the latest in our industry, especially any channel betas that could be game-changers for your business.

Continue Training

Right now, numerous companies are coming out with ways to help you prepare for Q4. Here are a few:

Google: Visit the Think Retail on Air site to see upcoming trainings with a focus on online sales. If you are planning for the holiday season, there is one coming soon you’ll want to check out.

Facebook: This channel offers a variety of ongoing trainings. Contact your rep for a full list. One that might be of interest for ecommorce folks is Virtual After The Click Holiday Edition.

Microsoft Ads: Stay on top of tips by reviewing their .

Be Flexible, Yet Diligent

The key here is that no one knows what is coming for the rest of 2020. All you can do is your best to modify, adapt and change as needed while staying calm and using your experience and gut to keep you pushing forward.

What are you doing to address this unprecedented year in your accounts? Have you seen any new trends? Comment below to share!

]]>
Mon, 31 Aug 2020 03:00:00 +0000 BlogLikes - Find Most Popular Blogs Amazon Facebook US Sem Ppc Agency Life Ppc Trends Ppc Changes 2020 Ppc 2020 Trends Continue Training Right
Clix Marketing Blog’s #PPC News & Views: Friday, August 28, 2020 http://www.clixmarketing.com/blog/2020/08/28/clix-marketing-blogs-ppc-news-views-friday-august-28-2020/

Happy Friday, friends, and welcome to this week’s edition of #PPC News & Views!

From the Experts AdEspresso

Top Facebook Updates You Can’t Miss (August 2020 Edition): This is one of our favorite monthly roundups!

Moz

: Are you making any of these mistakes?

PracticalEcommerce

23 Chrome Extensions for Productivity: We love Chrome extensions! Here are some fun options to try out to boost productivity!

Search Engine Journal

Apple’s iOS 14 Poised to Slash Facebook Audience Network: Here is how iPhone’s new operating system will impact in-app advertisers and publishers. If you’re advertising on Facebook, make sure to check this out!

Social Media Examiner

How to Plan a Facebook Ad Campaign for the Holidays: It’s never to early to start planning for the holidays.

Mobile Marketer

Walmart teams with Microsoft on TikTok bid, eyeing e-commerce advertising opportunity: Introducing Walmart, a new character in the TikTok saga.

From the Engines LinkedIn

How to Get Your LinkedIn Virtual Event in Front of the Right Professionals

Microsoft Ads

Pinterest

How travel brands are using Pinterest to inspire travel again

Quora Ads

YouTube

Responsible policy enforcement during Covid-19

From the Clix Team

with Joe Martinez and Cory Henke

An Introduction to Facebook Shops by Bethany Bey

]]>
Fri, 28 Aug 2020 04:12:40 +0000 BlogLikes - Find Most Popular Blogs Facebook Microsoft Walmart Sem Ppc News And Views Joe Martinez PPC News amp Facebook Audience Network Facebook Campaigns Virtual Events Quora Ads Cory Henke Facebook Shops Google Ads Mistakes Planning For The Holidays Slash Facebook Audience Network
Navigating the top 4 cannabis marketing myths http://feedproxy.google.com/~r/CanadianMarketingBlog/~3/JSpUPD4B9kA/navigating-the-top-4-cannabis-marketing-myths Read more on the CMA website.]]> Thu, 27 Aug 2020 16:06:00 +0000 BlogLikes - Find Most Popular Blogs Sem Cma Are we still talking about Content Marketing? http://feedproxy.google.com/~r/CanadianMarketingBlog/~3/X5YnLaSU9Ns/are-we-still-talking-about-content-marketing Read more on the CMA website.]]> Thu, 27 Aug 2020 15:12:00 +0000 BlogLikes - Find Most Popular Blogs Sem Cma #564 Surfacing Your Brand’s Story: Interview with Melanie Deziel https://www.sitevisibility.co.uk/blog/2020/08/27/surfacing-your-brands-story-with-melanie-deziel/ l love copywriting. I love storytelling. There’s nothing better in marketing than the wondrous moments where an individual or a company can turn their ambition, mission or vision into messaging that immediately helps you understand their story.

I also know that it can be a really complex process. For some, the process of turning their goals into stories is natural and joyful and for others it’s a painstaking source of frustration. There are also grey areas, such large corporations bursting with stories to tell but shackled by their own corporate governance.

Today’s episode is about how to surface your brand’s story and joining me for this conversation was Melanie Deziel, Chief Content Officer at Storyfuel. Melanie empowers brands of all backgrounds to tell better stories and is the author of the book ‘The Content Fuel Framework’ which is designed to help you generate unlimited story ideas!

In this episode we discuss:

  • How to approach telling your story for the first time
  • Questions you can ask of yourself and others to uncover interesting stories
  • How to keep your brand story consistent
  • How storytelling is developing

CONNECT WITH MELANIE /STORYFUEL:

ALSO MENTIONED ON THIS EPISODE:

CONNECT WITH SCOTT:

CONNECT WITH SITEVISIBILITY:

For all show ideas, guest recommendations and feedback email marketing@sitevisibility.com

]]>
Thu, 27 Aug 2020 07:15:59 +0000 BlogLikes - Find Most Popular Blogs Sem The Digital Marketing Blog Internet Marketing Podcast Scott Melanie Deziel Storyfuel Melanie MELANIE STORYFUEL
4 ways to unlock the power of your martech tools and connect with B2B customers http://feedproxy.google.com/~r/CanadianMarketingBlog/~3/-a7unhzOEaw/4-ways-to-unlock-the-power-of-your-martech-tools-and-connect-with-b2b-customers Read more on the CMA website.]]> Tue, 25 Aug 2020 13:23:00 +0000 BlogLikes - Find Most Popular Blogs Sem Cma Overtake New Competitors During The Pandemic With Clever Keyword Research https://www.sitevisibility.co.uk/blog/2020/08/24/overtake-new-competitors-during-the-pandemic-with-clever-keyword-research/ On Friday 21st August 2020, our Digital Marketing Manager, Rachel Pearson joined Jon Earnshaw at Pi Datametrics for the latest Work from Home with SEO in The Shed Webinar.

During the webinar, Rachel uses both Pi Datametrics’s recent Search Demand Report, and our own latest free downloadable resource, 22 Untapped Sources of Content Inspiration to delve into some of the latest trends within search due to the pandemic and why it’s important to be thinking outside the box when it comes to keyword research.

You’ll learn how you can overtake newly emerging competitors during the pandemic with clever keyword research as well as:

  • How to think beyond just the words used on your site
  • Why you might need to rethink how terminology might have adapted or evolved during the pandemic
  • The other platforms aside from Google that you should be running keyword research for
  • What a change in search data and behaviour means for your marketing strategy and business objectives
Watch The Webinar Below

Listen to Our Podcast with Pi Datametrics’ Sophie Moule

As well as the webinar, Pi Datametrics’ Head of Marketing, Sophie Moule, recently joined Scott to discuss their latest report: How Search Demand Has Changed in 2020.

You can listen to the podcast below to discover:

  • How fitness instructors and establishments can convert more customers at this time?
  • What has been the most searched fitness & home & garden products during the pandemic? (Surprising results!)
  • Why now might be the best time to launch a new board game
  • Why Christmas is going to look very different for retailers in 2020
  • Why you might need to invest more time on content that focuses on product or service comparisons
  • The importance of influencer marketing and content collaborations at this time

]]>
Mon, 24 Aug 2020 11:57:36 +0000 BlogLikes - Find Most Popular Blogs Google Seo Sem Digital Marketing The Digital Marketing Blog Scott Rachel Jon Earnshaw Datametrics Rachel Pearson Pi Datametrics Sophie Moule Sophie Moule
An Introduction to Facebook Shops http://www.clixmarketing.com/blog/2020/08/24/an-introduction-to-facebook-shops/

Earlier this year, Facebook introduced Facebook Shops to make it easy for businesses to set up an online store for customers where you can display and sell items. Anyone who visits your shop will see your items and can browse them. Stores are accessible via both Facebook and Instagram and are free to create. Businesses can choose the products they want to feature and customize the look of their shop with a cover image and accent colors that match their brand.

Shoppers can find Facebook Shops on a business’ Facebook Page or Instagram profile, or discover them through stories or ads. Customers can browse products, save the items they’re interested in and place an order either on the business’ website or without leaving the app if the business has enabled checkout in the US.

Facebook Shops also allows customers to message a business through WhatsApp, Facebook Messenger, or Instagram Direct. There are also future plans to allow customers to view a business’ shop and make purchases right within a chat. 

Facebook Shop Requirements

If you have a Facebook business Page, you can add a Facebook Page shop.

Any business can have a Facebook Page shop, but this feature best serves retail and ecommerce advertisers.

Your Facebook Page shop must:

  • Sell physical items
  • Agree with the Merchant Terms
  • Link to a valid US bank account
  • Have a Tax Identification Number (TIN)
Benefits of a Facebook Shop

Facebook Shops can be very valuable to business by allowing you to:

  • Distribute your products broadly: When you have a Facebook Page shop, your products may appear in the Facebook Marketplace for more people to discover them.
  • Add and customize inventory: There’s no limit on how many products you can add. You can organize your products into different collections so your customers can browse your shop by category.
  • Communicate with customers and get insights: Customers can message your Page with questions. You can see views, clicks, and purchases for each of your products.
Creating A Facebook Shop

To set up a shop on Facebook, you must:

  • Be a Business Manager admin
  • Own your Facebook Page and catalog in the same Business Manager
  • Have Manage Page permissions for the Page and Manage catalog permissions for the catalog in Business Manager

You need to use a computer to set up your shop in Commerce Manager.

  1. Go to Commerce Manager
  2. Click Get Started to go to the Create Your Shop page.
  3. In the Start Setting Up Your Shop section, select Your Website. Click Get Started.
  4. In the Choose Your Business section, you’ll see a list of Facebook Pages you’re a Page admin on. Select the business you’d like to add your shop to and click Next.
  5. In the Account Details section, provide an Account Name and select a Business Account. Click Next.
  6. In the Where People Can View Your Shop section, select where you’d like to create your shop. If you have an Instagram business profile and a Facebook Page, you can select both.
  7. In the Add a Catalog to Showcase Your Items section, select an existing catalog or create a new one and click Next.
  8. Look over your shop details, review and agree to the Merchant Agreement and click Create Your Shop.

After that, you can create your collections and customize your shop page for your business. Once you publish your shop, people will be able to see your shop once Facebook has reviewed and approved your collections, typically within 24 hours.

Have you tried using Facebook Shops for your business? If so, let us know in the comments below!

]]>
Mon, 24 Aug 2020 03:00:00 +0000 BlogLikes - Find Most Popular Blogs Facebook Ecommerce Instagram Facebook Pages US Sem Facebook Messenger Facebook Ads Ecommerce Strategy Shopping Campaigns Facebook Page Facebook Shop Facebook Marketplace Facebook Shops Facebook Shopping US Facebook Shops Instagram Direct There Facebook Shop Facebook Shops
Video: How COVID-19 Impacts the Future of Sustainability Tech http://feedproxy.google.com/~r/WebStrategyByJeremiah/~3/fUYkQ38Qdus/ Continue reading Video: How COVID-19 Impacts the Future of Sustainability Tech ]]> Sat, 22 Aug 2020 20:40:45 +0000 BlogLikes - Find Most Popular Blogs Video Sem Cross Media Measurement: A unicorn in the making? http://feedproxy.google.com/~r/CanadianMarketingBlog/~3/aodN--aCG40/Cross-Media-Measurement-A-unicorn-in-the-making Read more on the CMA website.]]> Fri, 21 Aug 2020 12:11:00 +0000 BlogLikes - Find Most Popular Blogs Sem Cma CMM Cross Media Measurement Cross Media Measurement CMM Clix Marketing Blog’s #PPC News & Views: Friday, August 21, 2020 http://www.clixmarketing.com/blog/2020/08/21/clix-marketing-blogs-ppc-news-views-friday-august-21-2020/

Happy Friday, friends, and welcome to this week’s edition of #PPC News & Views!

From the Experts Tinuiti

Amazon’s paid search presence is picking up. Get all the details on what’s likely for Q4 in this post.

Ad Espresso

36+ Social Media Marketing Statistics You Need to Optimize Your Campaigns: These are some useful stats on social media in 2020!

MarTech Today

The death of cookies and the threat to digital marketing: As more changes are announced for third-party cookies, what are other marketers doing to combat this emerging challenge?

B2Linked

LinkedIn Ads Saturation | How to Keep Your Ads Performing: If you’re wondering why your ads have tanked, this is the episode for you!

Optmyzr

4 Proven Tips to Control Automated Bidding: Use these tips to better utilize automated bidding!

From the Engines LinkedIn

How to Set Up Your LinkedIn Event in 5 Easy Steps

Microsoft Ads

Outbrain

Outbrain Advertisers: Did You Miss These Product Launches?

From the Clix Team

How to Optimize Network & Placement Targeting for YouTube Ads by Joe Martinez

How to Leverage Salesforce Lead Data for Account Optimization by Abby Woodcock

]]>
Fri, 21 Aug 2020 03:00:00 +0000 BlogLikes - Find Most Popular Blogs Social Media Marketing Sem Google Shopping Ppc News And Views Martech Joe Martinez PPC News amp Youtube Ads LinkedIN Ads Social Media Marketing statistics Youtube Targeting Linkedin Events Automated Bidding Tips Outbrain Ads Salesforce Lead Data Third Party Cookies PPC News Views From the Experts Tinuiti Amazon Easy Steps Microsoft
Getting an A+ on your back to school/office content plans http://feedproxy.google.com/~r/CanadianMarketingBlog/~3/bhEzM2lIshE/getting-an-a-plus-on-your-back-to-school-office-content-plans Read more on the CMA website.]]> Thu, 20 Aug 2020 11:26:00 +0000 BlogLikes - Find Most Popular Blogs Sem Canada Cma #563 Post COVID-19 Business Planning with Carl Fillery of EMC Consultants https://www.sitevisibility.co.uk/blog/2020/08/20/post-covid-19-business-planning-with-carl-fillery/ It’s really challenging right now to be thinking about the future. What’s beyond COVID-19 for our friends, family, our economy and our businesses?

How can we start preparing for the unknown when there’s so much uncertainty and when there’s so much happening RIGHT NOW? We’re having to plan and adapt simultaneously at a faster pace that perhaps ever before.

Fortunately, there are people like Carl Fillery in the world to guide us. Carl is a partner at EMC Management Consultants and he joins us in this episode to provide his advice on how businesses can start their post-COVID-19 business planning.

In today’s episode, we discuss:

  • How business owners in the UK can prepare for the end of the government’s job retention scheme
  • Why you may need to revisit your distribution strategy
  • Why customers might be willing to pay a little more for your products or services
  • Why customer loyalty is more important for the future than ever before
  • Why business owners should be chasing profit and not volume

CONNECT WITH CARL / EMC:

CONNECT WITH SCOTT:

CONNECT WITH SITEVISIBILITY:

See you next week!

]]>
Thu, 20 Aug 2020 06:16:08 +0000 BlogLikes - Find Most Popular Blogs UK Sem The Digital Marketing Blog Internet Marketing Podcast Scott Carl COVID Carl Fillery EMC Consultants EMC Management Consultants
Privacy Update – Provincial privacy law reform, final CCPA regulations and more http://feedproxy.google.com/~r/CanadianMarketingBlog/~3/QlTGm3tpGp8/privacy-update-provincial-privacy-law-reform-final-ccpa-regulations-and-more Read more on the CMA website.]]> Wed, 19 Aug 2020 18:22:00 +0000 BlogLikes - Find Most Popular Blogs Sem Canada Cma Is it time to tame complexity in the marketing industry? http://feedproxy.google.com/~r/CanadianMarketingBlog/~3/8hS-B-HA7o4/is-it-time-to-tame-industry-complexity Read more on the CMA website.]]> Wed, 19 Aug 2020 10:33:00 +0000 BlogLikes - Find Most Popular Blogs Sem Cma How to Leverage Salesforce Lead Data for Account Optimization http://www.clixmarketing.com/blog/2020/08/17/how-to-leverage-salesforce-lead-data-for-account-optimization/

Google rolled out the in 2016, and it is truly a game-changer. As any good digital marketer knows, not all leads are good leads, and we’re constantly looking for ways to help improve lead quality for our clients. The ability to evaluate lead quality at many different data layers of an account has been crucial to improving the quality of our campaigns.

Today I’ll review some of the ways we’ve found to effectively leverage this information to drive better campaign results.

Getting Started

If you’re on the fence about using this feature, offers a good breakdown for how the process works and why you should consider using it.

I won’t be covering the setup process in detail here, but if you’re using Salesforce and haven’t imported conversions to Google Ads yet, has a great step-by-step walkthrough as well as requirements that must be met first.

Once you’ve linked your Google Ads and Salesforce accounts, you’ll do the important work of selecting the milestones you want to import. Go to ‘Tools & Settings’ in the top navigation bar, then choose ‘Conversions’:

From there, choose ‘Salesforce’ on the left-hand side and choose the linked account. You’ll see your list of Milestones with the option to associate them with a conversion action:

A few important notes here about Milestones and Conversion Actions:

  • Once the accounts are linked, you’ll see a conversion every time a lead moves through your funnel to one of your milestones; however, if a lead moves backward to a previous milestone then a conversion isn’t recorded in Google Ads. So, you’ll want to ensure that the order of your milestones in Salesforce follows your sales funnel process.
  • Make sure that you’ve named your Conversion Actions similarly to your Milestones so you can easily match them up.
  • Conversions that are uploaded more than 90 days after the associated last click won’t be imported. This is a limitation for clients who have longer sales cycles.
  • On the Conversion Actions page, you can choose to include your Salesforce leads in the primary conversion column for reporting. If you choose to do so, you could leverage auto-bidding with these leads incorporated. Google recommends that if you go this route that you set your import schedule to daily so the algorithm has the most current data to work with. If you choose not to include them in your main conversion column you’ll still be able to see them by adding the All Conv. column.

Viewing & Understanding the Data

To see the imported lead status data, just go to the page with the data you want to evaluate (campaign, keywords, etc) and segment by Conversion Action:

If your Salesforce leads aren’t being included in your main Conversion column, make sure you’ve added the All Conv. column to see the lead status breakdowns (shown below in the next screenshot).

It’s important to note that the lead statuses will not be overwritten, meaning that a lead will start in New status but will eventually move into a Converted, Rejected, or other status; however, that lead will still always be counted in the New column. So, as you can see in the keyword example below, if you were to add up the numbers from all the lead status segments, it will not match the total conversions number.

Optimizing Your Account

Evaluating by Cost per Good Lead

If you’re not including your Salesforce leads in your main conversion column and aren’t leveraging automated bidding, one key way you can use the Salesforce lead data is for evaluating your high CPL segments.

For our account, we had standard CPL goals in place, but we needed to calculate another goal metric for just our high-quality leads, as their goal should be higher since their likelihood of turning into a customer is higher. We could identify these leads through the Nurture and Converted Salesforce lead statuses. To calculate our new cost-per-good-lead goal, we reviewed some longer-term data for the account and divided our spend by just our Good leads, and we used this average as our goal for optimizing the account.

Here’s an example for a high CPL keyword for the past 30 days:

CPL goal for this account is $150, and this keyword has a $294 CPL. I can see that one of those leads is in Converted status, so it’s a good lead. However, the cost per Good lead goal for this account is $400 and this keyword has spent $588. Since the CPL and CPGL are both above their goals, I would lower this keyword’s bid or potentially pause.

It’s important to note that if you have a longer sales cycle, it’s beneficial to re-evaluate keywords you have paused on a regular basis. For instance, a keyword might have been paused at some point, but after its leads had more time to mature, more leads might have advanced through the funnel to a higher value status (Converted, SQL, etc).

Evaluating Rejection Rates

At the end of the day, not all of your efforts are going to drive quality leads. It’s especially important to identify the biggest offenders that might appear to have good performance on the surface (good conversion rates, good CPLs, etc) but actually might have a high number of leads that are ultimately Rejected.

For our account, we run this analysis on a quarterly basis. For keywords with a high percentage of Rejected leads and no Good leads (Converted or Nurture Salesforce status) we pause the keyword and add a label for a later re-evaluation (mentioned above).

For keywords that did drive Good leads but have a high percentage of Rejected leads we reduce their bids and review their queries to see if additional negative keywords can be added to help drive higher quality traffic.

Other Optimization Layers

The Cost per Good Lead and Rejection Rate reviews aren’t just applicable to keywords. You can also run these analyses for the following:

  • Audiences
  • Demographics
  • Geographies
  • Devices
  • Ad Schedules
  • Ad copy
  • Campaigns
  • Landing page tests

For the first 5 categories, you can use these analyses to influence the kind of bid modifiers you add. They can be small adjustments or bigger ones based on longer-term performance. For instance, we recently had to scale back on a client’s campaign spend due to COVID-related issues. We found that lead quality was generally higher for Desktop users than Mobile users, so we scaled down Mobile traffic to help reduce spend while trying to maintain good lead quality.

For ad copy, different ad messaging can lead to differences in lead quality. For instance, if you use more qualifying language in one copy variant, such as a target company size for B2B ads, but your other variant doesn’t include company size, you might see a difference in lead quality. Your second variant might have better in-channel metrics, but if your company size copy is generating higher-quality leads efficiently you might choose a different ad copy winner.

Using these analyses for campaigns can help you determine where to distribute your budget, focusing your spend not just on lower CPL campaigns but also on those that drive the highest quality leads.

For landing page tests, a new test page might have a higher conversion rate and lower CPL, but is there a variance in lead quality? This can certainly be the case if you’re testing a much different form submission process or two very different landing pages.

More Effort Pays Off

Adding additional optimization points to your campaigns is never easy, but our goal should always be to drive more quality leads for our clients, and importing backend lead data is a key way to do so.

Have you been using Salesforce or other backend data to optimize your accounts? Let us know in the comments!

]]>
Mon, 17 Aug 2020 03:00:00 +0000 BlogLikes - Find Most Popular Blogs Google Sem Salesforce CPL CPGL