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Archive for ‘Landing Page Optimization’

Top 6 Items to Check Off Your Back To School List

By July 18th, 2016

What’s the saying? There is no rest for the weary? Just when it feels like summer’s just begun, it’s already time to switch up your marketing campaigns for back-to-school shoppers.

According to Google Trends, interest in “Back to school” is on the rise since early June. But summer isn’t over yet, which makes this the perfect time to take advantage of this level of interest before we hit peak season.

Here are the top 6 things to make sure you check off your list to ensure you’re prepared for this year’s back-to-school season:

Understand your competition.

Don’t be so quick to start changing bids. A little research on your competitors goes a long way. Identify the gaps and move quickly on those opportunities. Look for top and direct competitor ads, and don’t forget online tools that can assist in finding out what competitors are doing with keyword bids. We recommend arming yourself with competitive information now so that your account is prepared for the next big retail shopping season.

Target back-to-school focused search queries.

Most back-to-school shoppers include parents and college students—as they prepare for back to school, they’re also searching online for deals. Marketers can benefit from this by creating campaigns that are focused specifically on back-to-school keywords and deal searches. Some examples of this are:

  • back to school supplies
  • back to school sales
  • cheap school supplies

Be sure to give these campaigns a healthy budget, plus either an end date or a scheduled pause to ensure they don’t continue to run post-season.

Create relevant, compelling ad copy and landing pages.

Parents and college students are often price conscious, but also want the products they purchase to last. Also, shoppers are often looking for sales to save money. Marketers should focus their ad copy around these consumer needs to incentivize shoppers to click their ads.

If a consumer doesn’t see a phrase that indicates there may be a good deal on the landing page that comes after their click, they may select a competitor instead. Helpful phrases include the obvious “back to school,” but also things like:

  • sale
  • clearance
  • an additional X% off
  • durable
  • lasting
  • all school year long

And more. We suggest using discount-focused terms for smaller ticket items like colored pencils, and durability-focused terms for larger ticket items like backpacks and athletic shoes.

Put together a bidding strategy

Make sure your strategy is informed by previous years’ data and this year’s goals. This also goes in line with understanding your competition, as we mentioned earlier. Take note of when the cost-per-click in your campaigns rose last year, and by how much, and adjust bids accordingly to ensure you’re pacing well with market demands throughout the season.

Don’t forget to include your shopping campaigns in your bidding strategy planning as well, especially for larger ticket items. Many consumers do a lot of research on items such as backpacks prior to making a decision, and may choose to purchase these items online in order to get exactly what they want.

Stay top of mind using retargeting.

Retargeting is another area where you may be able to better keep the attention of consumers who do a lot of price comparison shopping before making a purchase. Create a separate retargeting campaign specific to, again, higher-dollar items such as backpacks and athletic shoes, targeting users for several days after viewing your product.

When creating these retargeting ads, we recommend showing the products viewed previously in the ad, and potentially offering a coupon code to incentivize the consumer to purchase this product from your business specifically.

Remember mobile!

Parent and student purchase decisions are heavily influenced by mobile. According to Google, in 2014 over 40% of back-to-school searches were done via mobile devices. These searches are typically performed on the go by busy parents and students trying to get back-to-school shopping done in between all the other things they need to do.

What are these roving shoppers doing? They’re performing price comparisons, checking product availability, and searching for the closest store to their current location to sneak in a quick trip and check items off their list. You can capitalize on this by using location extensions and prominently displaying inventory availability for products at nearby stores on their easy-to-navigate mobile site.

If you’re strapped for time and can’t roll out a new back-to-school strategy, keep this checklist on hand, since these best practices are also applicable during the holiday shopping season. Want to learn more? Join the Center of Excellence for our back-to-school webinar on Thursday, July 21st!

4 Spring Cleaning Tips for a Spotless Annual Account Audit

By March 3rd, 2016

With spring rapidly approaching, this is a great time for search marketers to start preparing for an annual account audit. What are some of the top areas of focus for spring cleaning your account? Marin’s Center of Excellence has created a process for identifying key ways accounts can be improved through structural and performance-based changes.

Step 1: Identify pain points in the account to narrow
your focus

Before you dive into cleaning up your account, identify the main areas where you’d like to focus your time. Chances are you don’t have a lot of bandwidth to dedicate to anything but day to day management tasks — so to save time, start by asking yourself some questions to help narrow the focus of your audit and cleanup.

Some of these questions might include:

  • Where does the account fall short of meeting its goals?
  • Does the account have unutilized objects (things like past promotional creatives)?
  • Do you regularly perform A/B tests?
  • Have you had issues with revenue attribution?

Step 2: Perform an audit

The second step is to perform an audit of your account. You should focus your time on two major areas of opportunity: account structure and performance.

Tip: When performing the account audit, pull data in a format that allows you to make bulk changes. This way, once you’ve identified issues, you can easily take action and save time.

First, take a look at your account structure to make sure it follows search marketing best practices. This’ll make your account easier to navigate and ease day to day management. Second, analyze your account for performance issues that require action. The Center of Excellence recommends looking for the following:

Account Structure

  • Duplicate keywords
  • Conflicting negatives
  • Past promotional creatives
  • Missing active keywords/creatives
  • Misspelled creatives
  • Campaign setting alignment
  • URL tracking issues

Performance

  • Underperforming objects
  • Optimal use of negative keywords
  • Quality Score analysis
    • Landing page content
    • Keywords
    • Ad copy

Step 3: Implement changes

The third step is to take corrective action based on insights you discover during the audit.

Be sure to keep track of any changes you make and a record of the audit — this is essential, since it’ll allow you to effectively measure future performance.

Step 4: Measure

Use your record of changes to measure the impact of your spring cleaning efforts. Compile this information into a visual representation of the improvements to share with your colleagues or clients.

If you’re a Marin customer interested in partnering with the Center of Excellence on an account audit, contact your account representative, who’ll connect you with a Center of Excellence consultant today! Or, if you’re new to Marin, request a demo.

How to Fine-Tune Your Holiday Retargeting Campaign to Boost Performance

By November 18th, 2015

Pumpkin spice lattes. Cold weather. Football on TV. That can only mean one thing – the holidays are here!

While you’re busy planning your holiday vacation, family meals, or gift shopping plans, remember to schedule a few minutes for your retargeting campaigns. Consumers are ready to spend billions over the next six weeks (especially online!) so make sure you adjust your campaign settings to capitalize on the holiday rush.

Here are a few simple steps you can take to boost your campaign performance for the holidays:

Increase your budgets

With all that holiday shopping going on, you’re likely going to see a boost in site traffic, which means you’ll see an associated boost in impressions served and advertising funds spent. Make sure your campaigns have a proper budget set to guarantee you have enough ad money available for the day, so that you don’t miss out on these potential new customers.

We recommend a 25-50% budget increase for the holidays, but you know your site traffic best. Whatever % of traffic increase you’re expecting, boost your budget about that same %.

Raise your campaign bids

Consumers will be spending a lot of money on products, but that also means advertisers are spending a lot of money on ads. You’re going to have competition! With so many advertisers fighting for ad space, it’s not uncommon to see your CPM costs rise during this time of year. To be ready for this, make sure you increase your CPM bids across your campaigns. Allowing your campaigns to bid a higher amount will make them more competitive and give you a better chance of serving more ads. We suggest increasing your CPM bid by 50-100% of the current average CPM cost for the campaign.

Use holiday themed ads and landing pages

Your potential customers are thinking, talking, and singing about the holidays this time of year. Join that conversation! Using ads that mention specific events like Black Friday or Cyber Monday can grab a visitor’s attention. Send them holiday cheer, mention that there are X number of shopping days left, and give them a reason to click on your ads. Use the holidays as a call to action, and you could see a boost in clicks and conversions.

Create landing pages and content on your site for these holiday events, then create audiences that capture visitors of these pages. (Information about audiences is available here.)

Finally, create campaigns to serve your holiday ads to your holiday page visitors. If they’re coming to your site looking for holiday deals, they are more likely to respond to holiday themes ads.

We hope these suggestions are helpful and lead to a profitable holiday season for you and your business. As always, please feel free to contact us at support@perfectaudience.com with any questions or comments.

From our team to yours – happy holidays!

Techniques for Optimizing Your SMB Website

By September 24th, 2012

AB Landing Page Testing

“Why aren’t we testing more on our website, {insert SMB marketer name}?” Sound familiar? No one can question the value of a solid testing plan and the long term benefits it can reap for your company. However, SMB marketers within their organizations face big challenges in how to strategize for website testing and optimization.  Some of the bigger issues that arise include low traffic volume to websites, not enough conversions to reach statistical significance within a reasonable timeframe, and tight budgets that put testing tools out of reach. Here are a few ideas to consider as you develop your testing plan with these challenges in mind.

Pick Your Spots

Analyze your web analytics data and understand which pages generate the most traffic and conversions. Based on your web metrics, pick the ideal number of variables you can reasonably test. Your homepage is an obvious place to start, but it’s surprising to hear how often I come across colleagues or industry peers that want to test on secondary pages yet have no idea those pages generate only a handful conversions a month. To get the most impact as part of your testing plan, consider A/B testing over multivariate testing and try for more radical design concepts to test against your control.

Test Strategically Across Web Assets

One thing I’ve learned about website optimization is to leverage all available channels for gathering and applying findings. A website may not get a million visitors a month, but when you start adding website visitors, direct and organic, to display ad and paid search clicks, you can start understanding overall site performance a lot faster than individually testing each program.

I tend to leave website pages for larger impact variables such as layout, forms, and buttons. I’ll test messaging in some display and paid search campaigns to get a sense of what visitors may be responding to and apply my findings to the website. Every test has a reason and every learning, good or bad, should be logged in a testing repository. If you haven’t created one, it’s time to start organizing your findings in an easily accessible and reviewable format.

Industry Analysis

You’ve probably heard the saying, “Imitation is the sincerest form of flattery”. And, while we’re all trying to leave our own mark in everything we do, it’s always a best practice to make sure you understand what is happening in your industry and on other well respected websites. I generally like to keep tabs on several thought leading companies to see what the next new online trends will be. Websites such as marketo.com, salesforce.com, and webex.com (my old employer where we tested A LOT!) are just a few of the great companies I reference for ideas on my next big test.  Grab ideas but be sure to test elements that best suits your audience and business objectives. What works for someone else, may not work for you.

Final Thoughts

Website testing and optimization remains an important part of the game plan for all online marketers, regardless of company size or the number of daily visitors. For those of you with less than ideal traffic for testing, I hope some of these suggestions can help jump-start your testing strategy and make it a higher priority moving forward. Continuing to optimize your website will result in a positive impact on your bottom line; increasing conversion from your marketing programs and helping to counter budget limitations and rising media costs. One thing I didn’t cover was the paid tools and vendors that can assist you with testing and optimization. If you’ve had success with third-party tools, I would love to hear your experiences in the comments section below.

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