mozCon 2014 - Learn about Google Shopping with a presentation for non-PPC marketing. Technical difficulties, a little history and some similarities with SEO to achieve success. PDF download has annotations.
The story of how Wingify was bootstrapped from ZERO to millions of dollars in annual revenue without raising of external funding. This is also a story of the genesis of Visual Website Optimizer as Wingify's flagship product and the world's easiest A/B testing tool.
The Top 5 Ecommerce Tests You Should Run Right NowOptimizely
In this webinar, WiderFunnel CEO and conversion rate optimization expert, Chris Goward, and Optimizely's testing specialist, Ryan Lillis talk about the tests you should be running on your e-commerce site today to maximize revenue NOW and when online shopping peaks – Christmas time.
Featuring speakers from Mode Analytics, American Medical Association, Upwork, Optimizely
Benn Stancil, Chief Analyst, Mode Analytics
Alek Toumert, Senior Digital Analyst, American Medical Association
Jason Lin, Senior Director, Web Marketing, Upwork
Rohan Karunakaran, Customer Success Manager, Optimizely
Whether you're just getting started or are ready to take things to the next level, getting internal support and executive buy-in is instrumental in the success of any optimization program. In this interactive session, speakers will share stories from the trenches and best practices for gaining executive support and internal engagement. You'll learn how to use data to turn any naysayer into an experimentation evangelist, and build a culture where employees are encouraged to learn together, fail forward and take risks safely.
The story of how Wingify was bootstrapped from ZERO to millions of dollars in annual revenue without raising of external funding. This is also a story of the genesis of Visual Website Optimizer as Wingify's flagship product and the world's easiest A/B testing tool.
The Top 5 Ecommerce Tests You Should Run Right NowOptimizely
In this webinar, WiderFunnel CEO and conversion rate optimization expert, Chris Goward, and Optimizely's testing specialist, Ryan Lillis talk about the tests you should be running on your e-commerce site today to maximize revenue NOW and when online shopping peaks – Christmas time.
Featuring speakers from Mode Analytics, American Medical Association, Upwork, Optimizely
Benn Stancil, Chief Analyst, Mode Analytics
Alek Toumert, Senior Digital Analyst, American Medical Association
Jason Lin, Senior Director, Web Marketing, Upwork
Rohan Karunakaran, Customer Success Manager, Optimizely
Whether you're just getting started or are ready to take things to the next level, getting internal support and executive buy-in is instrumental in the success of any optimization program. In this interactive session, speakers will share stories from the trenches and best practices for gaining executive support and internal engagement. You'll learn how to use data to turn any naysayer into an experimentation evangelist, and build a culture where employees are encouraged to learn together, fail forward and take risks safely.
Featuring speakers from ASICS, Motorola
Jose Uzcategui, Ecommerce Conversion Optimization Lead, ASICS
Kevin Flynn, Global Publishing Lead for Motorola.com / Testing Lead for Publishing Team, Motorola
Tania Shershin, Global Web Analytics Manager, HomeAway
Moderated by: Tim Ash, Chair, Conversion Conference, Conversion Conference
In an increasingly interconnected, global market, having a product and marketing messaging that resonates in a variety of geographic regions is key to success. Learn from a panel of customers who will share their strategies for testing in international markets to understand how optimization and customer development power the best experiences across languages, cultures, and user experience idiosyncrasies.
A/B Testing You Might Be Driving in the Wrong Direction TOMASZ BORYS
@Kissmetrics #KissWebinar @thuelmadsen
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Tomasz loves dipping his feet in the river while fishing, injuring his thumb while gaming, hacking away at a golf club, and driving demand at Kissmetrics. He’s also the biggest fan of gummy bears. TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali
@Kissmetrics #KissWebinar @tbcali
1 The optimum strategies for A/B testing 2 How we A/B Test at KISSmetrics 3 A/B Testing beyond click conversions - having a pulse on the entire funnel and why it’s important TABLE OF CONTENTS 4 The influence social traffic has in the funnel
• Set a Goal • Baby Steps • Aim for Statistical Significance • Never Lose Sight THE OPTIMUM STRATEGIES FOR A/B TESTING
Baby Steps People want to move the needle and see results fast, by implementing multiple changes at once. But how can you be sure what element had an impact?
Aim for Statistical Significance SET A GOAL Aim for Statistical Significance getdatadriven.com
Never Lose Sight We can caught up on what we think is best to optimize conversions or traffic…but data doesn’t lie
• 4,000 and above sample size • 99% Statistical Confidence • Blind Eye for 1 Week HOW WE A/B TEST AT KISSMETRICS
4,000 and Above Sample Size Significant or decent amount of data is needed when you’re testing beyond click conversions
4,000 and Above Sample Size significant or decent amount of data is needed when you’re testing beyond click conversions 99% Statistical Confidence Police
Blind Eye for 1 Week Data can be very erratic the first several days, so it’s easy to hit the panic button
A/B Testing Beyond Click Conversions
ORIGINAL
VARIANT
SIGNUPS
Signups Install JS
Custom Data
Custom Data Opportunities Created
SOCIAL AD FUNNEL
TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali tborys@kissmetrics.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?
5 steps to cut down cost for your website without reducing qualityARETEHOST
If you reside in US, UK, Canada or any other powerful country, chances that the cost of website design is on the high side. With this 5 simple steps, you don't ever have to break the bank again for your website.
Opticon 2015-The Power of Empathy in Driving ConversionOptimizely
Featuring speakers from FunnyBizz, Elevated
Rachman Blake, Co-Founder, FunnyBizz
Keith Lovgren, Director of Conversion Rate Optimization, Elevated
Talia Wolf, CEO and Founder, Conversioner
Moderated by: Cara Harshman, Content Marketing Manager, Optimizely
Do your digital experiences convey your unique value proposition? What about creating customer delight with humor and wit? Learn how to cut through the noise and create meaningful audience connections that drive conversions.
Featuring speakers from Peninsula Strategies
Robbie Kellman Baxter, President & Author of The Membership Economy, Peninsula Strategies
In the Membership Economy, no one product is as important as the ongoing relationship with your customer. Access trumps ownership, relationships take priority over transactions and communication is multidirectional and transparent. What does this massive transformational trend mean for your company? Join Robbie Kellman Baxter, author of the Amazon #1 Hot New Release The Membership Economy: Find Your Superusers, Master the Forever Transaction and Build Recurring Revenue. You'll learn how to turn digital subscriptions into forever sales, why retention is the new acquisition, and the difference between rewards programs and loyalty programs and why it matters. This interactive session is guaranteed to inspire new ideas and provide opportunities for reflection and practical implementation.
Using Enhanced Ecommerce in Google Analytics for Business GrowthAnna Lewis
How Google Analytics reports can help you grow your business.
Business questions that you may not have known web analytics platforms can answer for you.
Google Analytics Enhanced Ecommerce showcase with examples as to how you can easily make more money from your website by finding where to make it better for users.
SEJ Summit 2017: On-Page SEO: Focus on Mobile by Carolyn ShelbySearch Engine Journal
Presenter: Carolyn Shelby of TRONC
Description: A technical dive examining mobile SEO. Featuring the mobile-first index, differences between optimizing desktop and mobile experiences, AMP implementation, the importance of speed, design and other ranking and UX factors.
Bring Your Talent Brand to Life in 4 Steps | Talent Connect San Francisco 2014LinkedIn Talent Solutions
Learn how to leverage the information from your LinkedIn Career Page to share content and elevate your company's message and brand to the talent you’re looking to engage.
Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf
SEMPDX Searchfest March 10, 2016. Newest developments in Bing Ads, Yahoo Ads and Polyvore, their relationship to each other, ad serving partners and trends in return and revenue.
Top 10 PR Tactics and Strategies of Succesful Content and Link Building - Lex...Tyson Stevens
4:00 pm - Top 10 PR Tactics and Strategies of Successful Content and Link Building
Speaker: Lexi Mills
Description: Everyone's had an outreach pitch rejected, but Lexi shows you that by slicing and dicing your content, you can turn those no's into yes's.
You are so much more than an SEO - 2014 MozWil Reynolds
This presentation focuses on heart, I'm asking people who are responsible to search to go form people who drive clicks to building cliques. What would happen if instead of looking at keyword ranking, we honestly ask ourselves...are we HELPING the user, what is the user experience from search through the process? It is a change in focus, I hope you enjoy.
Featuring speakers from ASICS, Motorola
Jose Uzcategui, Ecommerce Conversion Optimization Lead, ASICS
Kevin Flynn, Global Publishing Lead for Motorola.com / Testing Lead for Publishing Team, Motorola
Tania Shershin, Global Web Analytics Manager, HomeAway
Moderated by: Tim Ash, Chair, Conversion Conference, Conversion Conference
In an increasingly interconnected, global market, having a product and marketing messaging that resonates in a variety of geographic regions is key to success. Learn from a panel of customers who will share their strategies for testing in international markets to understand how optimization and customer development power the best experiences across languages, cultures, and user experience idiosyncrasies.
A/B Testing You Might Be Driving in the Wrong Direction TOMASZ BORYS
@Kissmetrics #KissWebinar @thuelmadsen
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Tomasz loves dipping his feet in the river while fishing, injuring his thumb while gaming, hacking away at a golf club, and driving demand at Kissmetrics. He’s also the biggest fan of gummy bears. TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali
@Kissmetrics #KissWebinar @tbcali
1 The optimum strategies for A/B testing 2 How we A/B Test at KISSmetrics 3 A/B Testing beyond click conversions - having a pulse on the entire funnel and why it’s important TABLE OF CONTENTS 4 The influence social traffic has in the funnel
• Set a Goal • Baby Steps • Aim for Statistical Significance • Never Lose Sight THE OPTIMUM STRATEGIES FOR A/B TESTING
Baby Steps People want to move the needle and see results fast, by implementing multiple changes at once. But how can you be sure what element had an impact?
Aim for Statistical Significance SET A GOAL Aim for Statistical Significance getdatadriven.com
Never Lose Sight We can caught up on what we think is best to optimize conversions or traffic…but data doesn’t lie
• 4,000 and above sample size • 99% Statistical Confidence • Blind Eye for 1 Week HOW WE A/B TEST AT KISSMETRICS
4,000 and Above Sample Size Significant or decent amount of data is needed when you’re testing beyond click conversions
4,000 and Above Sample Size significant or decent amount of data is needed when you’re testing beyond click conversions 99% Statistical Confidence Police
Blind Eye for 1 Week Data can be very erratic the first several days, so it’s easy to hit the panic button
A/B Testing Beyond Click Conversions
ORIGINAL
VARIANT
SIGNUPS
Signups Install JS
Custom Data
Custom Data Opportunities Created
SOCIAL AD FUNNEL
TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali tborys@kissmetrics.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?
5 steps to cut down cost for your website without reducing qualityARETEHOST
If you reside in US, UK, Canada or any other powerful country, chances that the cost of website design is on the high side. With this 5 simple steps, you don't ever have to break the bank again for your website.
Opticon 2015-The Power of Empathy in Driving ConversionOptimizely
Featuring speakers from FunnyBizz, Elevated
Rachman Blake, Co-Founder, FunnyBizz
Keith Lovgren, Director of Conversion Rate Optimization, Elevated
Talia Wolf, CEO and Founder, Conversioner
Moderated by: Cara Harshman, Content Marketing Manager, Optimizely
Do your digital experiences convey your unique value proposition? What about creating customer delight with humor and wit? Learn how to cut through the noise and create meaningful audience connections that drive conversions.
Featuring speakers from Peninsula Strategies
Robbie Kellman Baxter, President & Author of The Membership Economy, Peninsula Strategies
In the Membership Economy, no one product is as important as the ongoing relationship with your customer. Access trumps ownership, relationships take priority over transactions and communication is multidirectional and transparent. What does this massive transformational trend mean for your company? Join Robbie Kellman Baxter, author of the Amazon #1 Hot New Release The Membership Economy: Find Your Superusers, Master the Forever Transaction and Build Recurring Revenue. You'll learn how to turn digital subscriptions into forever sales, why retention is the new acquisition, and the difference between rewards programs and loyalty programs and why it matters. This interactive session is guaranteed to inspire new ideas and provide opportunities for reflection and practical implementation.
Using Enhanced Ecommerce in Google Analytics for Business GrowthAnna Lewis
How Google Analytics reports can help you grow your business.
Business questions that you may not have known web analytics platforms can answer for you.
Google Analytics Enhanced Ecommerce showcase with examples as to how you can easily make more money from your website by finding where to make it better for users.
SEJ Summit 2017: On-Page SEO: Focus on Mobile by Carolyn ShelbySearch Engine Journal
Presenter: Carolyn Shelby of TRONC
Description: A technical dive examining mobile SEO. Featuring the mobile-first index, differences between optimizing desktop and mobile experiences, AMP implementation, the importance of speed, design and other ranking and UX factors.
Bring Your Talent Brand to Life in 4 Steps | Talent Connect San Francisco 2014LinkedIn Talent Solutions
Learn how to leverage the information from your LinkedIn Career Page to share content and elevate your company's message and brand to the talent you’re looking to engage.
Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf
SEMPDX Searchfest March 10, 2016. Newest developments in Bing Ads, Yahoo Ads and Polyvore, their relationship to each other, ad serving partners and trends in return and revenue.
Top 10 PR Tactics and Strategies of Succesful Content and Link Building - Lex...Tyson Stevens
4:00 pm - Top 10 PR Tactics and Strategies of Successful Content and Link Building
Speaker: Lexi Mills
Description: Everyone's had an outreach pitch rejected, but Lexi shows you that by slicing and dicing your content, you can turn those no's into yes's.
You are so much more than an SEO - 2014 MozWil Reynolds
This presentation focuses on heart, I'm asking people who are responsible to search to go form people who drive clicks to building cliques. What would happen if instead of looking at keyword ranking, we honestly ask ourselves...are we HELPING the user, what is the user experience from search through the process? It is a change in focus, I hope you enjoy.
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Essential Steps For Performing An Effective SEO Audit. PRESENTATION: SEO Audits Key Elements of Discovery and Planning - Given by Jessie Stricchiola, @itstricchi - Alchemist Media Inc., CEO. #SMX #21A
We've known that site speed is important for quite some time now, but what if it's a challenge you're still struggling with? It's bad enough that the majority of users say they'll abandon a site if it takes longer than 3 seconds to load, but poor site speed can have an adverse effect on our SEO as well.
Accelerated Mobile Pages (AMP) to the rescue! At the end of last year, voices at Google said that 2016 was going to be all about AMP and true to their word Google just announced that "later this year, all types of sites that create AMP pages will have expanded exposure across the entire Google Mobile Search results page".
So we know that this AMP thing is important, but how do we get started with it? What actually makes an AMP implementation different from having a great mobile experience on your standard site? What issues do folks need to look out for?
I this talk I gave for Portland's SEMpdx, I gave a detailed overview of AMP, dug into its importance to web marketing and SEO, and provided resources for people to get started with.
Learn about semantic search and, most importantly, how to facilitate it! My talk at SearchFest will dive deep into the implementation angle so that marketers and developers can not only learn about why structured data is important, but how to implement it on their sites using microdata and/or JSON-LD.
We are drowning in content, and content marketers are going to have to work harder to stand out. Learn the processes and strategies that can make great content sustainable.
Is the conflicting advice you are getting on SEO keeping you from success? Attending this session will help you get straight answers on the SEO issues keeping you from the top of the search engines.
SEO Campixx 2021 - How to win in seo when ads are taking up all the space [vi...Jonas Donbæk
This lecture will teach you practical examples of how you can with SEO in a world where Ads are taking up more and more of the space. The lecture will include the view from s360 on SEO, the approaches and framework that have been the baseline on many great SEO cases during the last couple of years.
Google Ads, Microsoft Advertising, Amazon Advertising – what do all these have in common? Besides the major re-branding and re-focusing of their main messages to several levels up from where we might think of them historically, they’re also ushering in some important signals for what paid search marketers need to prepare for and think bigger about. Sure, we’ll continue to have the day to day overall duties stay highly tactical with shared budgets, QS improvements, to bid manually or not debates and best practices in aggregate over the coming years, but we are going to see some fundamental landscape changes in the next 2 years in a faster and more impactful manner than we have in the last 10 years of search marketing.
Enter the Remix: Paid Search Advertising in eCommerceElizabeth Marsten
Google Ads, Microsoft Advertising, Amazon Advertising – what do all these have in common? Besides the major re-branding and re-focusing of their main messages to several levels up from where we might think of them historically, they’re also ushering in some important signals for what paid search marketers need to prepare for and think bigger about. Sure, we’ll continue to have the day to day overall duties stay highly tactical with shared budgets, QS improvements, to bid manually or not debates and best practices in aggregate over the coming years, but we are going to see some fundamental landscape changes in the next 2 years in a faster and more impactful manner than we have in the last 10 years of search marketing.
eCommerce for Everyone: What to Expect in 2017 - State of SearchElizabeth Marsten
eCommerce partnerships, new ad units and where to concentrate your efforts in 2017 to be successful in paid search. Given at State of Search, Dallas, TX November 15, 2016
What's New and Crucial in SEM eCommerce - SMX Advanced 2019Elizabeth Marsten
High level recent industry overview with Google, Microsoft, Amazon, Facebook, Walmart, Target and more on what is coming, what's already here and how to think about aligning in the future of eCommerce.
Finding the one growth metric that mattersSean Ellis
From social media to website analytics, there are literally hundreds of things you could track, measure and try to improve. But what is the one metric that if improved would mean a big win for your business?
This deck will help you hone in on the metrics that really matter to your business. You’ll get their insights on the tools and strategies you need to find, prioritize and grow the numbers that will result in big wins for your business.
C-T-R-You Ready for 2021?! - On-SERP SEO StrategiesIzzi Smith
As SEOs we have to do all in our power to drive more and more relevant clicks to our website, but the SERP is an over-populated and competitive space filled with ads and Google integrations, so we need to stand out as much as we can. Izzi's new talk covers useful strategies you can use in 2021 to: better analyze and interpret searcher intents, scale the creation of rich results and featured snippets, satisfying "needs met" and more.
Similar to mozCon 2014 - Shop 'til You Drop: Google Shopping PPC (20)
Retail Media in the EU and What You Can Learn from Success and Failures in th...Elizabeth Marsten
Retail media allows retailers to monetize their digital real estate by selling advertising space to brands and advertisers. In the last 5 years, retail media has reached $30b USD in advertising revenue and is predicted to continue growing. In contrast, it took social media 11 years to reach $30B USD in advertising revenue and it took search 14 years. The wave of retail or commerce media has already hit the shores of the EU but it’s just getting started. The list of retailers fast mimicking with networks of their own in mold of Amazon is swelling – Tesco, Sainsbury’s, ASDA and Morrison’s in the UK to REWE, Lidl and Kaufland to name a few, have already launched and continue to innovate and are pushing to compete for marketing spend. In this session, Elisabeth, who is a regular contributor to AdWeek on retail media and works with media channels, such as Walmart, Target, Instacart, Kroger, Criteo Retail Media and more will go over the nuances of retail media, questions to ask, mistakes to avoid and how you can ride the wave instead of having it crash over you.
Walmart has launched several advertising capabilities included sponsored products, buy box banners and search brand amplifiers. Here's what they look like and how they work
Presented in Philadelphia, PA. April 24, 2019. Google Express, Google Home and Google Assistant - shopping actions are everywhere. Learn about the evolution of the shopping actions program, how you can optimize your own business in the Google universe to take advantage of or work alongside with it.
Brief overview on marketplaces like Amazon, eBay, Walmart and Jet in comparison to Google and paid search management, including a future glimpse at Shopping Actions with Google.
Given at HeroConf 2018, April 17. Austin, TX.
When Worlds Collide: Paid Search Meets MarketplacesElizabeth Marsten
What transfers from paid search on search engines when managing marketplace placements? What's not the same? Who should do the work, how do you budget for it (time and money) and what resources should you start with? Given at Engage SEMPDX 2018.
Before you even get started on feed driven retail, what kind of state is your feed in? Do you need a solution? How good is the data? And once you've got the continual rinse and repeat of data quality, what channels can you check out that you may not already be on? Given at SMX East, Oct. 24, 2017.
The Building Blocks of Paid Search - WooCommerce Developers ConferenceElizabeth Marsten
It's not as boring as it sounds, promise. It's text heavy, but I heard developers like documentation. Instead see how not to waste a lot of money and avoid thinking "well, that would have been good to know." Covering high level fundamentals in this e-Commerce focused, jam packed tips and tricks session focused on smaller to mid-sized budgets, tools, time management and when to DIY or send up the bat signal.
Online Ads Summit closing keynote in Kolding, Denmark. Google has long been the leader in the paid search space, of course, but the battle in second place is heating up. What is Google doing to keep their first place spot, what can you learn from the runners up and where they’re going next to close the gap.
SMX Advanced - Master Your Social Ads Workshop. What's the best combination of platforms to build out your advertising mix? Where should you be and who should you be paying attention to?
Feed management, solutions, guidelines, testing ideas and optimization tactics and tips for search, social and marketplace channels. Given on April 19, 2017 at HeroCon Los Angeles.
Build the Ultimate Mix Tape - Retail Search Beyond Google & Bing - SMX East 2016Elizabeth Marsten
Google and Bing are givens. Checkout this run down of alternative engines, sites and ad types that e-commerce advertisers can be on to get found more and sell more. Given at SMX East, New York, NY.
Your Retargeting Sucks But it Doesn't Have To - SMX East 2016Elizabeth Marsten
Retargeting- a little history, doing iton Google and on Facebook. Some tips, some instructions and some of my favorite resources. Given at SMX East in New York, NY.
SEMrush Webinar: Making the Migration to Bing Shopping Campaigns Elizabeth Marsten
Webinar given for SEMrush June 2015. https://www.semrush.com/webinars/bing-it-on-making-the-migration-to-shopping-campaigns/ Check out the accompanying blog post as well: https://www.semrush.com/blog/getting-ready-for-bing-ads-shopping-campaigns/
Tips, tricks, features and some stats for paid search optimization in Google, Bing, Yahoo and Facebook, just in time for the 2015 Holiday shopping season.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Yes, that’s Gehgis Khan. Circa Bill & Ted’s Excellent Adventure in the sporting goods store. If you were born before 1990….
it’s based off a mall theme, since it’s Shop till You Drop, so look for clips and scenes from movies and one TV show throughout to help illustrate the topics.
Now if you’ll excuse the pun, we’re going back to the future
Google Product Search’s original tagline “search for stuff to buy” pretty much sums it up. On the left side here are all of the names that the platform has basically gone through over the years, the first 2 referring to where product feeds are uploaded, the next 3 to a free service where product search fell under organic traffic, controlled by product feeds, the last is now entirely paid. Google Shopping should be defined as where products display in the SERP on google.com or google.com/shopping. A Product Listing Ad (PLA) is the name of the ad unit served by AdWords into Google Shopping.
In October of 2012, Google switched all previously “free” traffic to paid
Well, besides making Google even richer than they already were, to the tune of about $500 million out of the gate, it cost sites and companies using the organic service thousands, if not millions of visits and drastically changed the PPC landscape for any ecommerce advertiser. Companies in most cases, shifted their spending budgets dramatically away from the standard text ads to these new units, including having to invest in the resources to do them, which I will cover later in this presentation.
Silent Bob attempts to explain Hot Dog on a Stick
When you set up Google Shopping, you are required to have the first 3 Google Products, though in my opinion, it’s all 4. So it’s not just a matter of having an AdWords account.
Some things that might impact your success…
We all know a slow site melts revenue like ice in the desert and so it goes for Google Shopping and it directly affects the Quality Score we could be assigned. Since PLAs don’t have a visible Quality Score, it’s even more frustrating, but we know that landing page experience/relevance affects it and if the user comes to site and leaves before the page loads, that hurts. If you’re looking for a free tool to help illustrate how much money you’re losing based on site speed, check out TagMan’s Conversion Loss Calculator, it’s based off their own internal data, but you’ll get the idea as to correlation.
Every damn cart is a snowflake. All it takes is a custom installation or the cart doesn’t allow custom product names or creates seemingly infinite nonsensical URL strings to create technical difficulty nightmares. So where SEO runs into technical difficulties on site changes, so does PPC. Including the ability to export all of the products out of the shopping cart and into a product feed to be submitted to Merchant Center.
In PLAs, we need to be able to pull a “clean” feed, meaning that it most often mimics site architecture and all the required attributes for Google need to be there and sometimes aren’t, which is why we also need the ability to manipulate those attributes and add if needed. The more information we can supply to Merchant Center, the better able Google is to categorize and match products to search queries. This is an example of a WordPress feature that comes with an ecommerce plugin that I paid for. It looks simple and harmless enough, but when viewed, it’s pretty terrible and incomplete. I can’t edit anything and telling people to just “sign up for a Merchant Center” account is completely misleading.
Another thing you need for a good feed and SEO are good product descriptions. Or one at all in this case. Often what will happen with situations like this is someone sets up a “fix” that pulls in the product name and a boilerplate piece of text like “Nike shoes are great.” So that you have 100 products with the same text. Never do this.
Here’s an example of a product with that similar feature of some boilerplate text on every single product page and two sentences of unique text that is formatted in a way that makes my eyes bleed. This is actually what it’s going to look like in a result unless it gets edited.
Here’s the URL structure for that same site and the navigation. I can only theorize a horror of horrors when it comes to trying to adjust that feed at all, like removing the letter/number designations in the attributes – which is why there are companies who’s entire business it is to clean up feeds before submittal to Google Merchant Center, I’ll talk about those later on.
What this means is that we need a little developer help too and coordinating your efforts together or going in on that case of scotch that will be needed to bribe someone, isn’t the worst idea ever.
A couple of other items that fall into our shared interests are that of Local Inventory Ads which links with Google Express, an awful, terrible “quick start” AdWords tool – and Google Places. Local Inventory Ads are US only at this time and with select merchants, in a nutshell, when you search for whatever and there is a merchant nearby to you that has it in stock, in store, you’ll see that little red marker. Local Feeds are actually a separate feed that is still submitted the same way, but is required to be updated more frequently than the 30day min of regular Google Shopping.
Google Trusted Stores. Believe it or not, Macy’s is not a Google Trusted Store, but Overstock is. So Overstock gets to be front and center on this particularly popular item. Google Trusted Stores requires many hoops to be jumped through around shipping times, order fulfillment speed and returns. It takes a minimum of 45 days to qualify for the program as after you enroll and begin the hoop jumping, there has to be a certain amount of time and orders that go through. For those of you that don’t like Google being able to see that deeply into your business, even though they probably have it anyway, it’s not a great option – but if you’re hurting from the switch to paid and competition is fierce, you may not have other options.
First of all, remember that you’re targeting queries using attributes, the columns that are in a feed, not keywords, which means that you’re bidding by the options provided by Google like the category or sub categories of the products, a specific product ID number, brand, condition (new or used) or custom label or attributes that you have defined on your own and added as a column or attribute to the feed. For example, you might have a group of products that costs less than your cost of shipping. You could add a column to your feed, give it the custom label designation of 0-4 (5 is the maximum allowed), say in this case we pick custom label 1 and the identifier is “shipping” – you can than have that identifier be placed in each row of a product that is under that amount. Then, when you go to set your bids, you can bid lower for that group of products. And you don’t have to do it by custom label, maybe there’s a brand that you carry that you’re really strong for, bid more for products under that brand.
This chart is illustrating in the blue triangles the main targeting attributes, there are more as we just went over, but these are in descending order of the amount of traffic being targeted. You’ll note that on the bottom, there’s “all products” and that is because every Google Shopping campaign in AdWords starts with the target of “all products.” It’s from there that we are going to slice up and determine which attributes or categories are going to get what bids based on importance. You can’t opt out of all products, but you can and should make it the lowest overall bid. Custom labels can apply to any of the levels shown here and more.
While you might have a single product that creates crazy amounts of traffic or revenue that needs to be targeted and bid for separately, it’s the other thousands of products we’re concerned about controlling. Trying to bid on a per product basis or try and guess what Google will show with which query and if people will buy what Google shows will drive you into the madhouse. So while search queries are useful, they’re not everything and you’ll have to break that “keyword” habit and honestly, be OK with being a little blind in the whole thing. As a control freak, I hate that, but if you have a catalog of 3million SKUs, how else are you going to scale this? Think in portfolios or groups of products. That can be by category, custom labels you create, product types or brands, but just know that is where to start.
Then, as you get fancier, you can layer bids. Meaning that a single product can exist in more than one portfolio or category and appear for multiple queries, depending on what the searcher is looking for. For example, I have a sweatshirt that I can bid at the subcategory of “Activewear” and also under a custom label for a promotion that I’m doing and also under a brand name. Technically meaning that that singular product has 3 possible bids for any number of queries. Which means that this can get messy, fast. I recommend keeping it simple out of the gate and then getting fancy, sticking to groups or portfolios of products.
You can use negative keywords like with text ad PPC, but do so with caution. Negative keywords, restrict, or take away traffic. You won’t keep those impressions, you’re telling Google you don’t want them, so they won’t go and find another product to show instead. You want to use negatives to push away queries around things you don’t even sell or aren’t even related to and instead use attributes to “sculpt” traffic around your feed.
Remember how earlier I was alluding to companies that all they do is clean up feeds? Well, here are a few of them. Each one is very different, not in how they necessarily work, each has their own proprietary secret sauce, but at the end of the day, they all do the same thing – get the best product feed uploaded into comparison shopping engines and Google Shopping. How they differ is how they charge and depending on what you have to invest in this endeavor will dictate where you start. It ranges from flat fee, percentages of spend and revenue share. But what these platforms do; that would be of particular interest to you; is if you have those technical cart difficulties around getting a clean feed. These types of tools will not only help clean up and do things like change the color “BLK” to “black” and implement a template for product names that make sense, edit product descriptions and add custom labels- they can set floors and ceilings for which products get sent to Google Shopping and which ones don’t. Ideally, you don’t need to, nor should you, send every single product you’ve ever carried. These platforms can suppress products that you’re low on, out of stock, cost less than the shipping fee or are simply not profitable, based on margin.
One thing that came up while doing this presentation was whether or not Schema markup effected anything on Google Shopping – the answer is, it would have, IF they hadn’t gone to paid. And it was having some effect on the few situations in which it appeared but since October of 2012, it’s all database/feed based through Merchant Center and is unaffected.
If you’ve got a robust affiliate program or list your products on Amazon and it’s stealing your traffic (an “Amazon” problem) and are having trouble competing with yourself and affiliates, you SHOULD be doing this. In general, very few companies are doing it anyway as it is. While you can’t A/B test images through your feed, you most certainly could and should have a separate folder on your server of images for PLAs that you can serve uniquely to help stand out in the crowd. You cannot however, add text to those images and promote sales or discounts. Just the picture of the product.
Some of you already know about this, but for those that don’t, submit your catalog to Google Catalogs. Why not? It’s not shown at this time to directly influence Google Shopping, but we all know it’s going to be connected and some point, if not already.
Not to be outdone, Bing launched their version in March of this year. They’ve made it extremely easy to get started on if you’re already running Google PLAs and in fact, they removed a step entirely and nested their Merchant Center in the Bing Ads account, so you don’t have to have a whole other platform involved. Bing mimics the required attributes, upload process and bidding in a way that makes it a no brainer to try. I would recommend starting simple and NOT doing a bunch of layering and robust targeting until you see what kind of traffic volume you get. I’m finding you either end up with a pittance of 3-4% volume of Google PLAs or a healthy 20%.
This is free and in the Bing Ads interface. So if you don’t want to do Bing Product Ads, you can still submit additional product info to Bing to appear in the SERP. Just upload the feed through Bing Ads Merchant Center, click the checkbox for Rich Captions and off it goes. It will get attributed to Bing organic traffic and is not directly trackable at this time.
Google Analytics, that’s a no brainer. But separating out PLA traffic from search text ad traffic is not.
This is a custom Google Analytics PLA dashboard built at Portent by our analytics architect, Michael Wiegand. It is available for free (no sign up wall) on our blog and also in the bit.ly bundle. You should report and analyze PLA revenue and traffic separate from search text ads. Simply install and enjoy – you will need to have named your Shopping campaigns with “shopping” or “PLA” and not something weird like “Google Sucks.”
SuperMetrics does lots of things, but my two favorite are the 3rd party cost data import into GA feature, like if you do Bing Ads or Bing Product Ads and want to adjust that fancy dashboard to include ALL Shopping data or just run reports without having to login to 3 platforms. Yes, it can pull in Facebook too.
Which you can then use their Excel plugin called Data Grabber to build excellent reports.
This isn’t actually what their log file management product is really intended for, but this and Windows GREP is what I ended up playing with it - which is trying to find comparison shoppers. So Google Shopping does this cool thing where they don’t discount you on clicks if someone clicks multiple times on your product through to your site. And while they try and provide various grids and charts that help you comparison shop from within the Google Shopping UI, people are all weird and need to open multiple tabs on sites, which costs you.
People like my mom. (That’s original artwork, by the way.) So, to see if you have a problem with this, that you can’t do really anything about other than bitch, this a great way to do it, but seriously it does also help you explain how people are using Shopping and your site and if you need to reconsider how you measure the success of Google Shopping and it’s costs.
Speaking of comparison shoppers and measuring the cost/benefit of Google Shopping, make sure you’re looking at Assisted Conversions. What we are seeing more often than not, is that Shopping is definitely NOT all about last click. We know people are touching sites and brands in multiple ways before the conversion, this is just one way to help you see how much and derive a weight in which to measure the value.
They’re still wandering around that parking lot today…
If you’re not already set up with some kind of 3rd party review system and a process in which you either ask for them or review the reviews, you are going to get stomped. You’re already late to the party, so don’t wait any longer and figure out a mainstream platform that Google scrapes and aggregates from so that when you appear in a field like this, you’re not the “no rating” place. We all know that opinions of others matter when it comes to buying, so don’t be a stranger.
You can review search queries in AdWords for PLA impressions and clicks, but as I was saying earlier, you want to focus more on the portfolio approach and not get hung up on these. If you were to review the list of queries, you’ll see that they have varying length and detail and here’s why- some are not people.
Using this fancy pantyhose example, I grabbed that very specific query that included a brand name, a feature, a product description and a style number. Granted, there are some people that would have searched for that, but the numbers are small. Think of all of the searches you’ve performed and how often you perform that detailed a search versus when you don’t. The reason is that those “queries” are actually ads that appeared on a search partner network site.
I was able to visit Kohl’s, and pull up these ads for Rachel Ray cookware right alongside products they were selling. These ads are not PLA queries, but the product name from their product page will, when an impression occurs on the Kohl’s site act as a query. If you want to see a detailed deep dive on how this works, I recommend a presentation done by PPC Hero given at HeroCon this year. You’ll find it in the bit.ly link bundle.
So why would you do this? We answered if you could, but not why. And I think we all really know why, it really comes down to playing the game. Right now, that game is Google’s, like it or not and they like money. When this rolled out in October of 2012, right before holiday, Etsy financed that holiday season’s PLA clicks themselves to keep their vendors in Google results, knowing that not doing it would equal huge amounts of confusion and lost business for their crafters. That’s how important it was to stay in the game and it’s not going to go away any time soon.
The good news is that there are lots of PPC nerds out there. Turns out where there’s copious amounts of money, there is copious amounts of research being done. So, if you want to stay on top of what is going on, what is changing, particularly in a big picture sense, these are the companies that I would follow. RKG manages the most in spend in the entire USA when it comes to PLAs and they are highly scientific, data driven people. Their blog posts, white papers and quarterly reports are paid nerd heaven. Wordstream handles millions of dollars in spend, mostly for SMBs and does great analysis of every new Google feature that rolls out. Check out their infographics as well if you get a chance. Marin is a 3rd party bid management platform that will put out studies and analysis of the millions of dollars that flow through their platform, though you might have to sign up to get one, so ask your PPC nerd friends first, don’t get on that mailing list. And while I don’t have millions of dollars, I do sort of know what I am doing.
If you don’t see something there that I mentioned, hit me up on Twitter or in person, I seriously LOVE to talk about PPC. Come find me, let’s nerd out.