Discover how Skyscanner does Growth across different channels with Growth Director, Michael Briggs.
For more information visit https://medium.com/@Skyscanner/multi-channel-journeys-inside-growth-ddc2ff87af30 and https://www.skyscanner.net/mobile.html for a working example of our product in motion.
Johnathan is the founder of KlientBoost, a no-nonsense, creative kick-ass PPC agency that hustles for results & ROI. He’s been named the 2015 “Conversion Marketer To Watch” by Unbounce’s readers.
1) Single Keyword Ad Groups 2) Ad Group Level Negatives 3) Multi Intent Keywords 4) The Five Ad Tests 5) Aggressive Ad Testing 6) AdWords is Your Carrot 7) Insane Importance of Design 8) Multi Step Landing Pages 9) Your Landing Page Offer 10) The Price Focus CTA
Single Keyword Ad Groups 1
Google’s advice…
That would mean…
But it should be… keyword 1 keyword 2
What happens to your CTR
Higher search-to-ad relevancy = higher CTR = higher quality scores = lower cpc = lower cost per conversion.
Your new ad group structure =
Ad Group Level Negatives 2
Killing off internal competition
What it means… Ad group = “web analytics” Ad group = “web analytics stripe” Ad group = “web analytics braintree” Ad group = “web analytics paypal”
What it means… Ad group = “web analytics” Ad group level negative keywords - stripe - braintree - paypal
Search terms should look like…
See what’s holding you back
Multi Intent Keywords 3
The Search Buying Cycle
Search Buying Cycle Awareness Consideration Action “broken transmission” “whats my car worth” “sell my car”
The Five Ad Tests 4
Proximity
Source: ThinkWithGoogle.com
Proximity Source: Hanapin Source: Engine Ready
30% increase in conversions
Countdowns 32% CTR boost & 3% conv/rate improvement
Specificity How to Get 6,312 Subscribers to Your Business Blog in One Day How to Get Over 6,000 Subscribers to Your Business Blog in One Day How to Get a Torrent of Subscribers to Your Business Blog in One Day
Specificity 88% CTR boost & 23% conv/rate improvement
Timeliness 217% CTR boost & 23% conv/rate improvement
Aggressive Ad Testing 5
Get Aggressive!
Isolate and label Headline Display URL Description 1 Description 2
Let time pass, then filter
GetDataDriven.com/ab-significance-test
6 AdWords is Just Your Carrot
“Cats are your customers, AdWords is your laser pointer”
7 Insane Importance of Design
How fast do people judge you?
Visual & Aesthetic Judgement Research at Google International Journal of Human-Computer Studies, vol. 70(11) (2012), pp. 794-811 |——————————————| 1 full second 50 ms = 0.05 second
Insane Important of Design 6
8 Multi Step Landing Pages
Single step landing pages are threatening
9 Your Landing Page Offer
Conversion Rate Optimization 101 “What makes a good value proposition? An offer that’s differentiated from your competitors.” — Peep Laja, CRO Expert at ConversionXL
A lot more valuable than your competitors Make your offer
10 The Price Focus CTA
Struggling with CTA ideas? Get Pricing & More Info
32 New Hacks To Get More Phone Leads With AdWords & CRO kboo.st/kiss-phone (60 pages deep!)
The Price Focus CTA landingpages@klientboost.com
This presentation gives you instant access to 10 PPC tactics that are rarely used, but highly effective.
10 Proven PPC Tactics & Tips Guaranteed to:
+Drive quality buyers to your website
+Understand how PPC drives your other sales channels
+Use changes in local weather to produce more leads
+Beat competitors in Google Search
+Save time and generate more sales
The Key to Dominating Your Local Market---
Get a FREE Visibility Checkup and Discover where your business stands in relation to competitors in your area so you can start driving in More Quality Local Leads!
Get Started Here: http://www.surefiresocial.com/visibility-report-sign-up-page/
Fear. Fear is what's holding back your website visitors from becoming customers.
And you know how to "cure" fear? With Social Proof!
In this guide you'll learn how to use social proof to boost your Ads and Landing Pages conversion rate and grow your business faster.
Read the full guide here: http://bit.ly/socialProof
We’re going to cover best practices that top brands use to drive referrals and customer acquisition:
The following best practice examples come from companies that actually sell something. !
People always ask: “How do I get more referrals?” ! That’s easy. ! Focus on two things that really move the needle. ! User participation & Optimization
Again, two things really ‘move the needle’ for referral program performance. User Participation Optimization
User Participation Location matters
Homepage & Navigation Best practices: ! • Site-wide • Highly visible (upper-le#)
Order Confirmation Page Best practices: ! • Pop-up overlay • Varied offers
User Account Page Best practices: ! • Embedded • On button click - if you have to • PURLs
Stand Alone Referral Page Promote / drive traffic from: ! • Homepage & Navigation • Dedicated email blasts • Trigger emails & newsletters • Social following • Customer service follow up • Email signature
Dedicated Email Blasts Best practices: ! • Single call to action • Clear offer • Schedule (monthly / quarterly)
Your ‘reach’ may be bigger than you think…
Optimization Increase sharing rates and referral conversion rates
What to measure Shares ! Widget Impressions ! = Sharing Rate Conversions ! Referral Visits ! = Referral Conversion Rate Referral Visits
Sharing Rate - optimize call to action Best practices: ! • Clear call to action • What’s in it for them • What their friends get (if double-sided) • Address book importing
Sharing Rate - optimize design + 42% sharing rate • Red, italic headline • Background image
A B C • Purple bracelets • Green bracelets • “Expires in 24 hours!” • Woman on beach • “Expires in 24 hours!” + 35% Gain
Doubled referral visits and referral sales
Welcome overlay • Friend incentive • Email capture • Reveal code
Session-based • Dynamic message
Dedicated landing page • No distractions
1 Offers for sharer & friend 2 Calls to action for sharer & friend 3 Shared content (copy & images) 4 Shared email subject line Elements for testing 5 Referred visitor experience
Calls to Action - quick tips Tip 1: Verb + What’s in it for me? Tip 2: “I want to ___________.” • Get $10 in store credit. • Get a free month. • Give $10, Get $10 • Share and earn $10
Referral Benchmarks How are you doing?
Sharing
Referral Visits
Referred Visitors
Cost Per Acquisition CPA
Revenue Lift
Examples of Campaign Metrics Example companies by size
Where to start optimizing (30 day snapshot - 3 companies) a Rockin’ b Work on sharing rate c Work on conversion rate
Party Foul ! The biggest mistake people make . . .
Don’t force a login or registration 90% drop off!
Recap Follow best practices and avoid common pitfalls.
Tara West - Friends of Search - Unlocking the True Potential of RLSAs With Go...Tara Dee West
Are you using Remarketing Lists for Seach Ads? Using them with Google Analytics can open up a whole world of opportunity. In this presentation I'll share some tactics for using RLSAs and Google Analytics, as well as some set-up instructions and tips. #FOS17
Johnathan is the founder of KlientBoost, a no-nonsense, creative kick-ass PPC agency that hustles for results & ROI. He’s been named the 2015 “Conversion Marketer To Watch” by Unbounce’s readers.
1) Single Keyword Ad Groups 2) Ad Group Level Negatives 3) Multi Intent Keywords 4) The Five Ad Tests 5) Aggressive Ad Testing 6) AdWords is Your Carrot 7) Insane Importance of Design 8) Multi Step Landing Pages 9) Your Landing Page Offer 10) The Price Focus CTA
Single Keyword Ad Groups 1
Google’s advice…
That would mean…
But it should be… keyword 1 keyword 2
What happens to your CTR
Higher search-to-ad relevancy = higher CTR = higher quality scores = lower cpc = lower cost per conversion.
Your new ad group structure =
Ad Group Level Negatives 2
Killing off internal competition
What it means… Ad group = “web analytics” Ad group = “web analytics stripe” Ad group = “web analytics braintree” Ad group = “web analytics paypal”
What it means… Ad group = “web analytics” Ad group level negative keywords - stripe - braintree - paypal
Search terms should look like…
See what’s holding you back
Multi Intent Keywords 3
The Search Buying Cycle
Search Buying Cycle Awareness Consideration Action “broken transmission” “whats my car worth” “sell my car”
The Five Ad Tests 4
Proximity
Source: ThinkWithGoogle.com
Proximity Source: Hanapin Source: Engine Ready
30% increase in conversions
Countdowns 32% CTR boost & 3% conv/rate improvement
Specificity How to Get 6,312 Subscribers to Your Business Blog in One Day How to Get Over 6,000 Subscribers to Your Business Blog in One Day How to Get a Torrent of Subscribers to Your Business Blog in One Day
Specificity 88% CTR boost & 23% conv/rate improvement
Timeliness 217% CTR boost & 23% conv/rate improvement
Aggressive Ad Testing 5
Get Aggressive!
Isolate and label Headline Display URL Description 1 Description 2
Let time pass, then filter
GetDataDriven.com/ab-significance-test
6 AdWords is Just Your Carrot
“Cats are your customers, AdWords is your laser pointer”
7 Insane Importance of Design
How fast do people judge you?
Visual & Aesthetic Judgement Research at Google International Journal of Human-Computer Studies, vol. 70(11) (2012), pp. 794-811 |——————————————| 1 full second 50 ms = 0.05 second
Insane Important of Design 6
8 Multi Step Landing Pages
Single step landing pages are threatening
9 Your Landing Page Offer
Conversion Rate Optimization 101 “What makes a good value proposition? An offer that’s differentiated from your competitors.” — Peep Laja, CRO Expert at ConversionXL
A lot more valuable than your competitors Make your offer
10 The Price Focus CTA
Struggling with CTA ideas? Get Pricing & More Info
32 New Hacks To Get More Phone Leads With AdWords & CRO kboo.st/kiss-phone (60 pages deep!)
The Price Focus CTA landingpages@klientboost.com
This presentation gives you instant access to 10 PPC tactics that are rarely used, but highly effective.
10 Proven PPC Tactics & Tips Guaranteed to:
+Drive quality buyers to your website
+Understand how PPC drives your other sales channels
+Use changes in local weather to produce more leads
+Beat competitors in Google Search
+Save time and generate more sales
The Key to Dominating Your Local Market---
Get a FREE Visibility Checkup and Discover where your business stands in relation to competitors in your area so you can start driving in More Quality Local Leads!
Get Started Here: http://www.surefiresocial.com/visibility-report-sign-up-page/
Fear. Fear is what's holding back your website visitors from becoming customers.
And you know how to "cure" fear? With Social Proof!
In this guide you'll learn how to use social proof to boost your Ads and Landing Pages conversion rate and grow your business faster.
Read the full guide here: http://bit.ly/socialProof
We’re going to cover best practices that top brands use to drive referrals and customer acquisition:
The following best practice examples come from companies that actually sell something. !
People always ask: “How do I get more referrals?” ! That’s easy. ! Focus on two things that really move the needle. ! User participation & Optimization
Again, two things really ‘move the needle’ for referral program performance. User Participation Optimization
User Participation Location matters
Homepage & Navigation Best practices: ! • Site-wide • Highly visible (upper-le#)
Order Confirmation Page Best practices: ! • Pop-up overlay • Varied offers
User Account Page Best practices: ! • Embedded • On button click - if you have to • PURLs
Stand Alone Referral Page Promote / drive traffic from: ! • Homepage & Navigation • Dedicated email blasts • Trigger emails & newsletters • Social following • Customer service follow up • Email signature
Dedicated Email Blasts Best practices: ! • Single call to action • Clear offer • Schedule (monthly / quarterly)
Your ‘reach’ may be bigger than you think…
Optimization Increase sharing rates and referral conversion rates
What to measure Shares ! Widget Impressions ! = Sharing Rate Conversions ! Referral Visits ! = Referral Conversion Rate Referral Visits
Sharing Rate - optimize call to action Best practices: ! • Clear call to action • What’s in it for them • What their friends get (if double-sided) • Address book importing
Sharing Rate - optimize design + 42% sharing rate • Red, italic headline • Background image
A B C • Purple bracelets • Green bracelets • “Expires in 24 hours!” • Woman on beach • “Expires in 24 hours!” + 35% Gain
Doubled referral visits and referral sales
Welcome overlay • Friend incentive • Email capture • Reveal code
Session-based • Dynamic message
Dedicated landing page • No distractions
1 Offers for sharer & friend 2 Calls to action for sharer & friend 3 Shared content (copy & images) 4 Shared email subject line Elements for testing 5 Referred visitor experience
Calls to Action - quick tips Tip 1: Verb + What’s in it for me? Tip 2: “I want to ___________.” • Get $10 in store credit. • Get a free month. • Give $10, Get $10 • Share and earn $10
Referral Benchmarks How are you doing?
Sharing
Referral Visits
Referred Visitors
Cost Per Acquisition CPA
Revenue Lift
Examples of Campaign Metrics Example companies by size
Where to start optimizing (30 day snapshot - 3 companies) a Rockin’ b Work on sharing rate c Work on conversion rate
Party Foul ! The biggest mistake people make . . .
Don’t force a login or registration 90% drop off!
Recap Follow best practices and avoid common pitfalls.
Tara West - Friends of Search - Unlocking the True Potential of RLSAs With Go...Tara Dee West
Are you using Remarketing Lists for Seach Ads? Using them with Google Analytics can open up a whole world of opportunity. In this presentation I'll share some tactics for using RLSAs and Google Analytics, as well as some set-up instructions and tips. #FOS17
Sally's talk showcases how SEO's can work in a more succinct way to deliver stronger online marketing strategies and how to incorporate user psychology for a powerful approach that delivers results.
Exploring how to use audience data, and striking the right balance between SEO and psychology, Sally’s talk delves deeper into the countless benefits of having a robust strategy that includes both, and what can happen when you truly understand your audience.
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...MarketingExperiments
As marketers, it is vital that our campaigns remain relevant to customers throughout the year. Seasonal campaigns tailored to specific holidays or events might be one way to ensure that our messaging remains in constant alignment with the motivations of our prospects.
How can we be sure that our seasonal campaigns are truly bolstering the appeal of our product and enhancing our core value proposition? Despite the opportunities that season-specific campaigns present, how can we be sure these changes will not negatively affect the clarity of our messaging?
In this 35-minute Web clinic, our research team shared strategies for finding the balance between seasonality and clarity, including a test that resulted in a 25% difference in clickthrough.
For more information, visit: http://www.wordstream.com
You may think you’re being careful in managing your PPC campaign – but frequently, the best intentions can actually hurt your results.
In this webinar, Good Intentions Gone Wrong: 7 Worst Practices in PPC, WordStream Founder Larry Kim and Sean Quadlin, Account Manager at PPC Hero, show you:
- How your best intentions can be your own downfall in PPC
- 7 common mistakes that could be costing you money
- How to adjust your strategy to maximize ROI
Sequential Advertising in Facebook - PPC Hero - Heroconf London - Tara Dee We...Tara Dee West
Sequential advertising is a powerful tool for generating both awareness and conversions. In this presentation, I'll share everything you need to know about sequrntial ads in Facebook, from which ad formats to use and which campain types.
Marketing Your Hotel Using Google Tools Including Google +1
Google is still the world’s largest search engine with nobody yet posing a serious threat to its dominance. With the emergence of Google Hotel Finder and Google +1 having massive potential to impact the hotel industry and travel search, this month’s free training webinar from Avvio looks at a few of Google’s most important tools and how these can help you to promote your website online.
Facebook & Instagram Ad Accelerator - Shopify AdvancedTopGrowthMarketing
Slides from a Shopify LA webinar by Jack Paxton from Top Growth Marketing. The slides explain intermediate and advanced techniques to achieve better marketing outcomes through Facebook and Instagram ads.
Facebook Ads - Best Practices and ROI, brought to You by XPLAIN's Information Alchemist Stefanos Karagos, creator of the 3rd Most Popular Business Presentation Worldwide for 2011
(http://www.slideshare.net/karagos/social-media-is-dead-long-live-social-media-roi).
As delivered in 2013 Digital Marketing Forum.
http://www.positivebusinessonline.com presentation to the Gold Coast WordPress Users Meetup group on Mastering Google Adwords in 30 minutes. Check the resources on the last slide for further information and learning around Pay Per Click (PPC) Marketing, and to link bank to our website for more detail and assistance setting up an effective an profitable ad campaign.
Tips & Tricks for Digital Marketing Campaigns this Christmas Semrush
Patrick Conway from AdRoll’s Account Management Team gives expert advice and often-overlooked strategies to deploy in your marketing campaigns for Christmas.
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurt...Taboola
On Wednesday, January 20th 2016, Senior Content Strategist of Taboola, Inbar Yagur, and Senior Content Marketing Manager of Movable Ink, Laura Chau, presented a webinar session on email acquisition and lead nurturing with steps on how to engage your audience throughout the communications funnel.
Harnessing the Power of Pinterest Promoted Pins JD Prater
Pinterest Promoted Pins make it easier for brands to reach people who are in that “consideration mindset”—open to inspiration from credible sources. This session will walk through a case study highlighting effective and scalable Pinterest tactics that can be applied to your next campaign.
You will learn:
- How to set up a scalable Promoted Pin campaign
- How to analyze and measure performance with Pinterest Analytics & Google Analytics
- How to optimize your campaign to improve Pin performance
A Simple Framework for Complex User GoalsAggregage
How can you measure and affect your users' behavior if they're not doing something that's easily measurable? You can monitor usage, activation, retention, and more, but those metrics don't always align with every one of your goals for your users. Hope is not lost, however: with the right framework, you can still make sure your users are on track.
Join Hannah Stegen (she/her), Customer Success Manager at Crescendo, as she explains how you can monitor even the most complex user journeys by breaking them up into Attitude, Intention, and Behavior. Then, she'll explain how to develop a strategy for using messaging and prompts to help the user along their way.
Sally's talk showcases how SEO's can work in a more succinct way to deliver stronger online marketing strategies and how to incorporate user psychology for a powerful approach that delivers results.
Exploring how to use audience data, and striking the right balance between SEO and psychology, Sally’s talk delves deeper into the countless benefits of having a robust strategy that includes both, and what can happen when you truly understand your audience.
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...MarketingExperiments
As marketers, it is vital that our campaigns remain relevant to customers throughout the year. Seasonal campaigns tailored to specific holidays or events might be one way to ensure that our messaging remains in constant alignment with the motivations of our prospects.
How can we be sure that our seasonal campaigns are truly bolstering the appeal of our product and enhancing our core value proposition? Despite the opportunities that season-specific campaigns present, how can we be sure these changes will not negatively affect the clarity of our messaging?
In this 35-minute Web clinic, our research team shared strategies for finding the balance between seasonality and clarity, including a test that resulted in a 25% difference in clickthrough.
For more information, visit: http://www.wordstream.com
You may think you’re being careful in managing your PPC campaign – but frequently, the best intentions can actually hurt your results.
In this webinar, Good Intentions Gone Wrong: 7 Worst Practices in PPC, WordStream Founder Larry Kim and Sean Quadlin, Account Manager at PPC Hero, show you:
- How your best intentions can be your own downfall in PPC
- 7 common mistakes that could be costing you money
- How to adjust your strategy to maximize ROI
Sequential Advertising in Facebook - PPC Hero - Heroconf London - Tara Dee We...Tara Dee West
Sequential advertising is a powerful tool for generating both awareness and conversions. In this presentation, I'll share everything you need to know about sequrntial ads in Facebook, from which ad formats to use and which campain types.
Marketing Your Hotel Using Google Tools Including Google +1
Google is still the world’s largest search engine with nobody yet posing a serious threat to its dominance. With the emergence of Google Hotel Finder and Google +1 having massive potential to impact the hotel industry and travel search, this month’s free training webinar from Avvio looks at a few of Google’s most important tools and how these can help you to promote your website online.
Facebook & Instagram Ad Accelerator - Shopify AdvancedTopGrowthMarketing
Slides from a Shopify LA webinar by Jack Paxton from Top Growth Marketing. The slides explain intermediate and advanced techniques to achieve better marketing outcomes through Facebook and Instagram ads.
Facebook Ads - Best Practices and ROI, brought to You by XPLAIN's Information Alchemist Stefanos Karagos, creator of the 3rd Most Popular Business Presentation Worldwide for 2011
(http://www.slideshare.net/karagos/social-media-is-dead-long-live-social-media-roi).
As delivered in 2013 Digital Marketing Forum.
http://www.positivebusinessonline.com presentation to the Gold Coast WordPress Users Meetup group on Mastering Google Adwords in 30 minutes. Check the resources on the last slide for further information and learning around Pay Per Click (PPC) Marketing, and to link bank to our website for more detail and assistance setting up an effective an profitable ad campaign.
Tips & Tricks for Digital Marketing Campaigns this Christmas Semrush
Patrick Conway from AdRoll’s Account Management Team gives expert advice and often-overlooked strategies to deploy in your marketing campaigns for Christmas.
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurt...Taboola
On Wednesday, January 20th 2016, Senior Content Strategist of Taboola, Inbar Yagur, and Senior Content Marketing Manager of Movable Ink, Laura Chau, presented a webinar session on email acquisition and lead nurturing with steps on how to engage your audience throughout the communications funnel.
Harnessing the Power of Pinterest Promoted Pins JD Prater
Pinterest Promoted Pins make it easier for brands to reach people who are in that “consideration mindset”—open to inspiration from credible sources. This session will walk through a case study highlighting effective and scalable Pinterest tactics that can be applied to your next campaign.
You will learn:
- How to set up a scalable Promoted Pin campaign
- How to analyze and measure performance with Pinterest Analytics & Google Analytics
- How to optimize your campaign to improve Pin performance
A Simple Framework for Complex User GoalsAggregage
How can you measure and affect your users' behavior if they're not doing something that's easily measurable? You can monitor usage, activation, retention, and more, but those metrics don't always align with every one of your goals for your users. Hope is not lost, however: with the right framework, you can still make sure your users are on track.
Join Hannah Stegen (she/her), Customer Success Manager at Crescendo, as she explains how you can monitor even the most complex user journeys by breaking them up into Attitude, Intention, and Behavior. Then, she'll explain how to develop a strategy for using messaging and prompts to help the user along their way.
A Simple Framework for Complex User GoalsBrittanyShear
How can you measure and affect your users' behavior if they're not doing something that's easily measurable? You can monitor usage, activation, retention, and more, but those metrics don't always align with every one of your goals for your users. Hope is not lost, however: with the right framework, you can still make sure your users are on track.
Join Hannah Stegen (she/her), Customer Success Manager at Crescendo, as she explains how you can monitor even the most complex user journeys by breaking them up into Attitude, Intention, and Behavior. Then, she'll explain how to develop a strategy for using messaging and prompts to help the user along their way.
Optimizely Workshop: Mobile Walkthrough Optimizely
Testing and optimizing your mobile apps can help with shorter development cycles, data-driven decision-making, and higher user conversion rates. In this highly interactive session, we encourage you to bring your app (or a sample app), and we’ll walk through the top-to-tail process for using Optimizely on your mobile app. This training is designed for iOS and Android developers who are looking to use Optimizely on their mobile apps.
Learn why is the sales funnel divided into five categories:
- Acquisition
- Activation
- Retention
- Revenue
- Referral
And why should the marketing department be responsible for all 5 stages and not only acquisition.
A strong hypothesis is the heart of data-driven product discovery & development. It helps you turn data and insights about your users’ behavior into focused proposals that you’ll take action on.
Check out this very exclusive presentation from Jason G'Sell – Lead Training Consultant – and get a framework to help you and your team form strong experiment hypotheses and come up with the right products and features for your customers.
You’ll learn:
- How and when to introduce experimentation into your product development process
- Identifying the differences between Optimization & Discovery
- Building successful experiments in your product development lifecycle
Google Ads Campaign Analysis for Our Meal-kit Review BlogChenJI12
My final project for Digital Marketing Analytics course. We reviewed the performance of the Google Ads Paid Search campaign and analyzed how we can further improve and optimize it.
Message-Market Fit VWO Workshop by Daphne tidemanVWO
Imagine your communications as the powerhouse driving your business forward. Sure, sales are vital, but beneath the surface lie treasures that money can't buy: reputation, repeat customers, and unwavering loyalty.
In this powerpack session, Daphne Tideman, a seasoned growth leader, will be delving into the artistry of elevating your conversion rates through straightforward copy tests, even if crafting compelling prose isn't your forte. Together, you'll unravel the intricacies of forging deep connections with your audience, testing casual clicks and turning them into loyal customers.
#FIRMday Manchester 22nd September 2016 - Cubiks: 'The new candidate experience'Emma Mirrington
Feedback and themes emerging from Cubiks’ candidate experience survey were used to inform the design of the new online sifting assessment for Beauty Advisors at Boots,
combining situational judgement questions and personality data. The solution has been developed with the intention of increasing candidates’ perceptions of the relevance and fairness of the assessment, and also enhancing their perceived enjoyment of
the assessment experience. The provisional impact and outcomes of the new candidate experience are presented,
along with candidate feedback perceptions gathered since the
launch.
Cubiks and Boots presented at the FIRM a week ago. Here's the content. Online selection is dramatically improved by listening to candidate feedback about the process. Buzz words include 'Engagement', 'Candidate-Centered', and 'Job-Preview'! Packed full of insightful data and meaningful ideas for change.
Similar to Multi channel journeys inside growth (20)
Self disrupt for growth by Skyscanner's Rebecca MooreSkyscanner
For the rest of the notes for this slideshow, read my full narrative over on our Skyscanner Growth blog at https://medium.com/@Skyscanner/self-disrupt-for-growth-aef8cf4e78da
Part 3: Applying scientific principles to sustainable Growth - By Ilana MuncktonSkyscanner
Growth = Marketing + Product
Applying scientific principles to sustainable Growth
For more, visit https://medium.com/@Skyscanner/growth-marketing-product-94d1e469dda5 or find out more about our #1 travel app https://www.skyscanner.net/mobile.html
Skyscanner reality trees current reality trees future reality trees By Suzann...Skyscanner
You can’t predict the future, but you can shape it
How Skyscanner is using current and future reality trees from Theory of Constraints to grow
By Suzanne Morrison
Fpr more, visit https://medium.com/@skyscanner and https://www.skyscanner.net/mobile.html
3 data-led growth hacks that got our App ready for take off Applying scientif...Skyscanner
A presentation by Ilana Munckton of Skyscanner.
For more information visit https://medium.com/@Skyscanner/3-data-led-growth-hacks-that-got-our-app-ready-for-take-off-98db95b15dfc and https://www.skyscanner.net/mobile.html for a working example of our product in motion.
Applying science and data to drive sustainable Paid Growth by Ilana-Munckton,...Skyscanner
An obsession with data-driven experimentation is a key part of how we drive growth at Skyscanner. And the same is true for paid acquisition. It’s absolutely crucial to validate our decisions around budget investment in our quest for sustainable growth. But how do we balance scientific principles with digital media best practice? What’s the difference between experimentation, uncontrolled testing, and down and dirty optimisation?
This presentation was originally given at the International Growth Marketing Summit. In it I share some real life examples of how Skyscanner’s Paid Growth squad use data and science to inform our acquisition strategy.
Visit https://medium.com/@skyscanner for more growth tips and https://www.skyscanner.net/mobile.html for a working example of our product in motion.
Bots, Chats and Artificial Intelligence: The Future of Travel and User Intera...Skyscanner
At Skyscanner, we believe the messaging economy is an area which contains important evolutionary features for the travel industry, and that bots have huge potential to enhance the way people search for and book travel. Senior Technical Manager Pim van Oerle, shares our views on the future of travel planning, some learnings from Skyscanner's bot journey in more depth, as well as do's and don'ts for developing your very own bot. Pim joined Skyscanner joined in 2013. He is working in the Growth Tribe across a wide set of product areas.
Visit https://medium.com/@skyscanner for more growth tips and https://www.skyscanner.net/mobile.html for a working example of our product in motion.
Solving traveller problems is what we do here at Skyscanner, and bots give us the opportunity to solve our travellers’ problems in fresh, innovative and engaging ways. But what is the future for bots,
where can they be useful for our customers and how can we make sure that we don’t forget to talk like a human?
Here Sam Poullain from Skyscanner shares his slides presented at ChatBots and the Social Commerce Revolution 2017
Visit https://medium.com/@skyscanner for more growth tips and https://www.skyscanner.net/mobile.html for a working example of our product in motion.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
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Gokila digital marketer
Coimbatore
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
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.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
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- How to create content that is valuable to users (not just search engines) using E-E-A-T.
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- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
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First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
2. In Digital Marketing
almost 20 years
Worked in
Edinburgh, Glasgow,
Dubai, London and
Manila
Joined Skyscanner 3
years ago
Director inside
Central Growth
9. At Skyscanner we …
• Believe in growth rather than marketing
• Focus on the problems we solve for users
• Develop systems and mechanisms to deliver solutions to these problems
13. How we measure growth at Skyscanner
User comes to your business from
various channels
14. How we measure growth at Skyscanner
User has a positive experience from
your product/service
15. How we measure growth at Skyscanner
User got value before and returns,
visiting visits multiple times
16. How we measure growth at Skyscanner
User likes experience and product
so much they tell their friends about
you and refers them
17. How we measure growth at Skyscanner
User conducts the activities that
generate revenue
18. How we measure growth at Skyscanner
Channel and Content appropriate for
first time visitors
Channels and Content appropriate
to develop repeated use
24. A multi-channel approach to growth requires :
1. Validate that potential users see this as a problem
2. Understand as deeply as possible the user problem you are solving
3. Develop solution(s) to these problems
4. Create channel visibility in these places
5. Launch responses to re-engage users who don’t get the value
6. Measure everything
7. Restart at stage one
28. Our Hypothesised User Problem Example
“I want to go on holiday to Ibiza but I don’t want to get a good
deal on my flights as I’m tired of dealing with witches and the
dwarves need a break also”
29. Validating the problem
Discovery Channel Platforms Extent of the problem
Search Engines Google, Yandex, Yahoo!,
Naver, Bing
In some markets lots of
questions being asked, in
some markets not as
important
Forums Quora, Yahoo! Answers.
Forums
Number of questions
being asked
Social Facebook, Twitter Ongoing deep
conversations
Ask questions of users User satisfaction, users
testing
Some qualitative data
available
33. Baselines tell us certain things
• The differences in retention between :
• new and returning users
• Mobile and desktop users
• Entry Channel performance
• Natural Multi-channel performance
35. IF This Then That Model
QuestionsRetentionActivationAcquisition
Acquired User
through channel
and messaging
Gets Product Value
User Returns
What can we learn
from the cohorts
behavior and
apply?
User Doesn’t
Return
What happened
differently?
Does Something
Else
User Returns
What led the user
to return
User Doesn’t
Return
What does the
behavior tell us we
could have done
better
Bounces User doesn’t return
What could we
improve to deliver
more value?
36. IF This Then That Model
QuestionsRetentionActivationAcquisition
Acquired User
through channel
and messaging
Gets Product Value
User Returns
What can we learn
from the cohorts
behavior and
apply?
User Doesn’t
Return
What happened
differently?
Does Something
Else
User Returns
What led the user
to return
User Doesn’t
Return
What does the
behavior tell us we
could have done
better
Bounces User doesn’t return
What could we
improve to deliver
more value?
37. IF This Then That Model
QuestionsRetentionActivationAcquisition
Acquired User
through channel
and messaging
Gets Product Value
User Returns
What can we learn
from the cohorts
behavior and
apply?
User Doesn’t
Return
What happened
differently?
Does Something
Else
User Returns
What led the user
to return
User Doesn’t
Return
What does the
behavior tell us we
could have done
better
Bounces User doesn’t return
What could we
improve to deliver
more value?
38. IF This Then That Model
QuestionsRetentionActivationAcquisition
Acquired User
through channel
and messaging
Gets Product Value
User Returns
What can we learn
from the cohorts
behavior and
apply?
User Doesn’t
Return
What happened
differently?
Does Something
Else
User Returns
What led the user
to return
User Doesn’t
Return
What does the
behavior tell us we
could have done
better
Bounces User doesn’t return
What could we
improve to deliver
more value?
39. IF This Then That Model
QuestionsRetentionActivationAcquisition
Acquired User
through channel
and messaging
Gets Product Value
User Returns
What can we learn
from the cohorts
behavior and
apply?
User Doesn’t
Return
What happened
differently?
Does Something
Else
User Returns
What led the user
to return
User Doesn’t
Return
What does the
behavior tell us we
could have done
better
Bounces User doesn’t return
What could we
improve to deliver
more value?
40. IF This Then That Model
QuestionsRetentionActivationAcquisition
Acquired User
through channel
and messaging
Gets Product Value
User Returns
What can we learn
from the cohorts
behavior and
apply?
User Doesn’t
Return
What happened
differently?
Does Something
Else
User Returns
What led the user
to return
User Doesn’t
Return
What does the
behavior tell us we
could have done
better
Bounces User doesn’t return
What could we
improve to deliver
more value?
41. IF This Then That Model
QuestionsRetentionActivationAcquisition
Acquired User
through channel
and messaging
Gets Product Value
User Returns
What can we learn
from the cohorts
behavior and
apply?
User Doesn’t
Return
What happened
differently?
Does Something
Else
User Returns
What led the user
to return
User Doesn’t
Return
What does the
behavior tell us we
could have done
better
Bounces User doesn’t return
What could we
improve to deliver
more value?
42. IF This Then That Model
QuestionsRetentionActivationAcquisition
Acquired User
through channel
and messaging
Gets Product Value
User Returns
What can we learn
from the cohorts
behavior and
apply?
User Doesn’t
Return
What happened
differently?
Does Something
Else
User Returns
What led the user
to return
User Doesn’t
Return
What does the
behavior tell us we
could have done
better
Bounces User doesn’t return
What could we
improve to deliver
more value?
43. IF This Then That Model
QuestionsRetentionActivationAcquisition
Acquired User
through channel
and messaging
Gets Product Value
User Returns
What can we learn
from the cohorts
behavior and
apply?
User Doesn’t
Return
What happened
differently?
Does Something
Else
User Returns
What led the user
to return
User Doesn’t
Return
What does the
behavior tell us we
could have done
better
Bounces User doesn’t return
What could we
improve to deliver
more value?
44. Opportunities
• Email contact to those on newsletter
• Onsite merchandising and personalisation
• Retargetting on Facebook and other platforms
• Potential set of new content required by users
46. Our MVP hadn’t fully solved the problem
“I want to go on holiday to Ibiza but I don’t want to get a good
deal on my flights as I’m tired of dealing with witches and the
dwarves need a break also”
51. Brand Bidding Experiment
No ads showing on brand terms Ads showing on brand terms
Incremental Value
Cannibalisation
Paid Search
Organic Search
52. Two questions we looked to answer
1. What is the impact of brand bidding on brand search?
2. If we pay for sessions is there really a benefit of this activity?
53. Test Design
1. Have a test and control market (with similar characteristics)
2. Phase ad delivery in the test market
3. Change nothing in the control market
4. Analyse results for sessions and revenue
54. How we ran the experiment
Market Phase 1 Phase 2 Phase 3 Phase 4
Test
Control
Brand SEM
Mobile +
Desktop
Brand SEM
Mobile +
Desktop
Brand SEM
Mobile +
Desktop
Brand SEM
Mobile +
Desktop
55. How we ran the experiment
Market Phase 1 Phase 2 Phase 3 Phase 4
Test
Control
No Brand
SEM
Brand SEM
Mobile +
Desktop
Brand SEM
Mobile +
Desktop
Brand SEM
Mobile +
Desktop
Brand SEM
Mobile +
Desktop
56. How we ran the experiment
Market Phase 1 Phase 2 Phase 3 Phase 4
Test
Control
No Brand
SEM
Brand SEM
Mobile
Brand SEM
Mobile +
Desktop
Brand SEM
Mobile +
Desktop
Brand SEM
Mobile +
Desktop
Brand SEM
Mobile +
Desktop
57. How we ran the experiment
Market Phase 1 Phase 2 Phase 3 Phase 4
Test
Control
No Brand
SEM
Brand SEM
Mobile
Brand SEM
Mobile +
Desktop
Brand SEM
Mobile +
Desktop
Brand SEM
Mobile +
Desktop
Brand SEM
Mobile +
Desktop
Brand SEM
Mobile +
Desktop
58. How we ran the experiment
Market Phase 1 Phase 2 Phase 3 Phase 4
Test
Control
No Brand
SEM
Brand SEM
Mobile
Brand SEM
Mobile +
Desktop
Brand SEM
Mobile +
Desktop
Brand SEM
Mobile +
Desktop
Brand SEM
Mobile +
Desktop
Brand SEM
Mobile +
Desktop
Brand SEM
Mobile +
Desktop
59. Results
1
2
3
Organic Sessions were cannibalised
All of these were recovered through
paid activity
And, sometimes, there was an
incremental gain.
61. Takeaways
1. Put the users needs first when developing any strategy
2. Analytically process results to understand where is most effective
3. Multichannel isn’t always sequential
4. Be willing to be proven wrong!
62. Edinburgh • Glasgow • Singapore • Beijing • Miami • Barcelona • Shenzhen • Sofia •
Budapest
For more example Case Studies about experiments
inside channels and a copy of theseslides, visit:
bit.ly/multichanneljourneys