Mobiles are now the device of choice for customers in most countries and especially for using social media, searching for local companies and researching products and services. Although the volume of visits can be high the conversion rates do not always match this. So when you are using PPC it can often be hard to justify mobile campaigns based on metrics such as cost per lead (CPA) or return on ad spend (ROAS). During this workshop Ann will provide practical tips on how to maximise your return on mobile for the following sorts of paid search campaigns:
Local businesses - where the target is increased calls
Researching services - where the target is form completions, emails or call
Researching products - where the target is increased sales or visits to your store
It will include some of the innovative ways that mobiles can be used in combination with AdWords and shopping campaigns to increase sales.
Unify Your Email and Push Strategies to Build Amazing, Seamless Customer Expe...FollowAnalytics
It has never been more vital to reach your customers in personal and relevant ways, speaking in one voice. Why? The interactions often come on mobile devices and the wireless user has high and increasing expectations from businesses like yours.
But make no mistake — email and push notifications are not interchangeable. Each has a distinct role in the marketing mix. Successful campaigns must often employ Mobile Marketing Automation to ensure that the channel efforts are complementary and on point.
In this one-hour webinar, we showed you:
* When to use email and when to send push notifications
* Why email and push are not interchangeable and how you can avoid common mistakes
* The role of Mobile Marketing Automation in omnichannel marketing efforts
* How to build campaigns that use both email and push to create great customer experiences
Unify Your Email and Push Strategies to Build Amazing, Seamless Customer Expe...FollowAnalytics
It has never been more vital to reach your customers in personal and relevant ways, speaking in one voice. Why? The interactions often come on mobile devices and the wireless user has high and increasing expectations from businesses like yours.
But make no mistake — email and push notifications are not interchangeable. Each has a distinct role in the marketing mix. Successful campaigns must often employ Mobile Marketing Automation to ensure that the channel efforts are complementary and on point.
In this one-hour webinar, we showed you:
* When to use email and when to send push notifications
* Why email and push are not interchangeable and how you can avoid common mistakes
* The role of Mobile Marketing Automation in omnichannel marketing efforts
* How to build campaigns that use both email and push to create great customer experiences
Big Optimization in a Mobile-First WorldDialogTech
From the DialogTech Digital Summit in Chicago, hear DialogTech Digital Marketing Lead, Kelley Schultz, discuss bid optimization in a mobile-first world
This presentation, taken from our "Lifting the Lid on Performance Content" event examines:
- What makes Amazon so successful?
- Why Amazon Search is so important for brands?
- How to win in Amazon Search?
Capture & Track Every Conversion in Today's Mobile WorldDialogTech
From DialogTech's Digital Summit in Chicago, hear from Ryan Kluever, Media Manager at iCrossing, discuss ways to capture and track every conversion in today's mobile world
2016 Place Conf: Case Study - Shoe Carnival -- from Search to StoreLocalogy
SIM Partners will discuss Shoe Carnival's cross-platform campaign that drove smartphone users into stores with web-based offers, the mobile wallet and notifications. It also shows how mobile wallets can be leveraged by retailers, who don't have installed apps on users' smartphones.
mobile marketing:
• What is mobile marketing?
• Why is mobile marketing important?
• Opportunities and challenges
• The foundational components explained
Tailored for Mobile: Why Apps are the New Black Amanda Laviana
Fashion retailers everywhere are leveraging shopping apps to deliver the most seamless shopping experience for their customers. Explore fashion retail's shift to mobile commerce and how Shopgate's iOS, Android and Apple TV apps are helping fashion retailers lift conversions, increase customer retention and significantly boost revenue.
Digital Dealer 25 - How Do I Stack Up to My Competition?Dave Spannhake
This session poses two important questions that most dealership owners, GMS, and marketers need to answer: (1) What is the competition doing? and (2) How can data be used to increase website shoppers? Dave will dive into the data science to share a number of features about the current automotive marketing landscape, setting up expectations for the results you should achieve. He'll leverage data from hundreds of dealerships to analyze the best-performing, average, and poor-performing dealerships to give you key performance metrics to gauge yourself against, as well as the "whys" behind the results.
Primary Learning Objectives:
*Understand what searches consumers use most to find vehicles in their market.
*Learn how to see what people are doing on your site to inform your plan of action.
*Set expectations for how other channels, such as SEM and social, will drive traffic and create conversions.
This presentation provides information about Mobile Marketing and its effectiveness to both connect with your existing customers and connect with your targeted audience.
Cirology is a consulting and advisory firm that focuses on working with small businesses, and we can help you create, launch and manage a campaign to increase the bottom line.
This presentation, taken from our "Lifting the Lid on Performance Content" event examines:
- Operational Models Available to Multi-Market Campaigns
- Scaling techniques & Content Generation
- How to use Local Market Insights
Mobile Myth Busters
Mobile advertising is unique and introduces a number of new challenges for digital media professionals. One of the biggest challenges is wading through all the noise and data to separate fact from fiction. This session explores the myths vs. the realities of mobile media. It covers topics ranging from tracking to targeting, including the key players, products, and pricing models in the mobile media landscape.
Search Marketing for ecommerce - what's new with Shopping ads and buy button ...Ann Stanley
Ann Stanley presented a workshop at Ecommerce Expo 2015 on search marketing for ecommerce websites.
This includes:
1) The digital marketing landscape
2) Google search results
3) The importance of mobile
4) Shopping ads and buy buttons
Google: Does your website work for the multi-screen UK consumer?Matt Brocklehurst
In the UK, customers’ buying habits are changing. People now use an average of three devices and with 32% of them making a purchase every month on a smartphone, the UK is now the number one country in Europe for mobile shopping. Now more than ever, consumers use multiple devices to search for, research and buy products while at home, in the office and on the move.
To take advantage of this, your website must work well for users on smartphones, tablets and desktop computers.
This report looks at why a mobile-friendly site is now mandatory and top tips on how to set up or improve your site for all devices.
Big Optimization in a Mobile-First WorldDialogTech
From the DialogTech Digital Summit in Chicago, hear DialogTech Digital Marketing Lead, Kelley Schultz, discuss bid optimization in a mobile-first world
This presentation, taken from our "Lifting the Lid on Performance Content" event examines:
- What makes Amazon so successful?
- Why Amazon Search is so important for brands?
- How to win in Amazon Search?
Capture & Track Every Conversion in Today's Mobile WorldDialogTech
From DialogTech's Digital Summit in Chicago, hear from Ryan Kluever, Media Manager at iCrossing, discuss ways to capture and track every conversion in today's mobile world
2016 Place Conf: Case Study - Shoe Carnival -- from Search to StoreLocalogy
SIM Partners will discuss Shoe Carnival's cross-platform campaign that drove smartphone users into stores with web-based offers, the mobile wallet and notifications. It also shows how mobile wallets can be leveraged by retailers, who don't have installed apps on users' smartphones.
mobile marketing:
• What is mobile marketing?
• Why is mobile marketing important?
• Opportunities and challenges
• The foundational components explained
Tailored for Mobile: Why Apps are the New Black Amanda Laviana
Fashion retailers everywhere are leveraging shopping apps to deliver the most seamless shopping experience for their customers. Explore fashion retail's shift to mobile commerce and how Shopgate's iOS, Android and Apple TV apps are helping fashion retailers lift conversions, increase customer retention and significantly boost revenue.
Digital Dealer 25 - How Do I Stack Up to My Competition?Dave Spannhake
This session poses two important questions that most dealership owners, GMS, and marketers need to answer: (1) What is the competition doing? and (2) How can data be used to increase website shoppers? Dave will dive into the data science to share a number of features about the current automotive marketing landscape, setting up expectations for the results you should achieve. He'll leverage data from hundreds of dealerships to analyze the best-performing, average, and poor-performing dealerships to give you key performance metrics to gauge yourself against, as well as the "whys" behind the results.
Primary Learning Objectives:
*Understand what searches consumers use most to find vehicles in their market.
*Learn how to see what people are doing on your site to inform your plan of action.
*Set expectations for how other channels, such as SEM and social, will drive traffic and create conversions.
This presentation provides information about Mobile Marketing and its effectiveness to both connect with your existing customers and connect with your targeted audience.
Cirology is a consulting and advisory firm that focuses on working with small businesses, and we can help you create, launch and manage a campaign to increase the bottom line.
This presentation, taken from our "Lifting the Lid on Performance Content" event examines:
- Operational Models Available to Multi-Market Campaigns
- Scaling techniques & Content Generation
- How to use Local Market Insights
Mobile Myth Busters
Mobile advertising is unique and introduces a number of new challenges for digital media professionals. One of the biggest challenges is wading through all the noise and data to separate fact from fiction. This session explores the myths vs. the realities of mobile media. It covers topics ranging from tracking to targeting, including the key players, products, and pricing models in the mobile media landscape.
Search Marketing for ecommerce - what's new with Shopping ads and buy button ...Ann Stanley
Ann Stanley presented a workshop at Ecommerce Expo 2015 on search marketing for ecommerce websites.
This includes:
1) The digital marketing landscape
2) Google search results
3) The importance of mobile
4) Shopping ads and buy buttons
Google: Does your website work for the multi-screen UK consumer?Matt Brocklehurst
In the UK, customers’ buying habits are changing. People now use an average of three devices and with 32% of them making a purchase every month on a smartphone, the UK is now the number one country in Europe for mobile shopping. Now more than ever, consumers use multiple devices to search for, research and buy products while at home, in the office and on the move.
To take advantage of this, your website must work well for users on smartphones, tablets and desktop computers.
This report looks at why a mobile-friendly site is now mandatory and top tips on how to set up or improve your site for all devices.
• According to BIA/Kelsey data, mobile search comprised 81.8 billion
searches in 2015.
• Alphabet (parent of Google) announced late in 2015 that mobile
search overtook searches done on the desktop.
• They expect to see a 23% increase in mobile searches and a
decrease in desktop searches.
• Those trends are expected to continue.
As specialist advisers to the marketing communications and technologies industry, we are uniquely positioned to ensure that we are continually on top of key trends in this rapidly evolving landscape.
The Challenges of a Rapidly Changing Local MarketplaceLocalogy
Local Search Association VP of Strategy & Insights Greg Sterling's remarks during the Search and Information Industry Association's (SIINDA) "Making Transactions Happen" event in Munich.
Powerful Hosting
Our servers are hosted in the cloud using the latest hosting technology with 99.9% uptime for your mobile apps. Monthly hosting subscriptions start at $59.99/month. Your hosting supports features like push notification, event calendar and tell a friend.
Over 500,000,000 Android phones have been activated
Over 300,000,000 iPhones have been activated
Android owns 47% of the U.S. smartphone market
iPhone owns 29% of the U.S. smartphone market
Junivo Solutions - Smart Touchpoint PlatformMurat Eren
Know your customers, engage better and use data driven decision making
Smart Touchpoint Platform provides a powerful all-in-one Wi-Fi based in-store analytics and mobile marketing solution for PFEs (Public Facing Enterprise)
Zero to Full-Blown mCommerce by Rob Roy, Head of Digital for Time Warner CableRob Roy
Rob Roy GVP of timewarnercable.com shows how Time Warner Cable went from Zero to Full-Blown mCommerce and mobile became a big part of their sales channel mix. Rob also outlines TWC's future in mobile with Responsive Design and Google Enhanced Campaigns. Rob presented mediapost.
SMX London 2018 - Improving shopping ads - using price reductions and remarke...Ann Stanley
Ann Stanley presents on "How to improve your shopping ads using price reduction and remarketing" at SMX London 2018.
This includes research from Crealytics as well as her own research;
Part 1: The role of price in Google Shopping ads
- 4 experiments comparing cheaper and more expensive products (with data from Crealytics )
- Other data on the impact of price
- Hypothesis 1 – Is price a Quality Score factor?
- Hypothesis 2 – Why not reduce price rather than increase CPC?
Part 2: Combining Shopping ads with remarketing strategies
- Using content “Honeypots” and RLSA for shopping ads
- Introducing the new “Optimise by Goals” shopping ads with dynamic remarketing
Using Google Data Studio and Supermetrics to create your dashboard by Ann Sta...Ann Stanley
Ann Stanley presented a "Practical guide for using Data Studio (and Supermetrics) for report visualisation" at InOrbit 2018 conference in Slovnia.
This covers the following sections:
Getting started
Purpose and objectives
Metrics and Dimensions/Segments
Data sources
Demonstration of tools
Introduction to Supermetrics
Data Studio
Simple editing functions
Use of data controllers
Use of community connectors
Case study – tracking online leads to offline sales (integrating Salesforce data via Analytics)
Use of paid search as part of an integrated campaign PPC HeroConf 2017 Ann St...Ann Stanley
Ann Stanley presents the use of paid search as part of a cross-channel digital marketing strategy:
1) Traditional integration of paid search with other channels
- Paid search and display
- Paid search and SEO
2) Importance of remarketing and retargeting strategies
3) Using Honeypot strategies
- Using paid social for your honeypot strategy
- Using other channels as the traffic source for honeypots
- Paid display
- Affiliate traffic
- SEO and PR
- Offline marketing/traffic to your site
4) Using your own customer data in AdWords
5) Making these strategies happen!
6) Takeaways
BrightonSEO - Ann Stanley talking on improving your Google Shopping Ads by op...Ann Stanley
Ann Stanley returns to Brighton SEO to present the latest updates to Google AdWords interface and functionality for maximising the performance of your Shopping Ads.
The presentation then explains how to use rules within Google Merchant Centre to enhance the quality of your product feed.
Ann also present results of research showing the impact of product feed optimisation and examples of third party tools that offer this functionality
Increasing the profitability of your PPC or digital agency - HeroConf 2016Ann Stanley
Ann Stanley MD od digital marketing agency Anicca Digital - presents tips on increasing the profitability of your PPC team or digital agency.
This includes:
Part 1 - Evolution of agency structures
- Skills required to manage a PPC account
- Typical organisation structures of a PPC agency as it grows
- Managing an agency with multiple services and channels
- Hierarchy vs Pod (or Matrix) management
Part 2 - Improving agency profitability
- Understanding factors that impact agency profitability
- Use of automation to increase efficiency of PPC account management
- Use of agency resource management software to track capacity and utilisation
Part 3 - Agency KPI and benchmark studies
- KPI for measuring agency financial performance and efficiency
- KPI data from Benchmarking studies
Shopping Ads, Buy Buttons, Social Commerce and RemarketingAnn Stanley
How to develop an integrated cross-platform shopping strategy using feed management software. Discusses shopping in search and display ads, statistics on social commerce, social buy buttons, social shopping platforms, and feed management software
From SASCon June 2016
Intergrating Search, Content and Social Media Marketing for B2B Businesses - ...Ann Stanley
Ann Stanley is the co-founder and MD of data-driven digital marketing agency Anicca Digital, and has been working in online marketing since 2001. Ann, who is Google AdWords Accredited and a Chartered Marketeer regularly speaks at local, national and international events on a range of digital marketing topics. She specialises in providing practical tips on using AdWords, search engine optimisation, ecommerce marketing and marketing automation
SEO tips and tools for franchise and local businesses - presented at The Nati...Ann Stanley
Ann Stanley delivers a presentation at the National Franchise Exhibition at the NEC. In it, she covers:
- The Digital Marketing Landscape
- Maximising visibility in the local Google search results
- Understanding Search Engine Optimisation (SEO)
- Recent changes to the Google algorithm and how to avoid getting a Google penalty
- The importance of mobile
- Essential tools and techniques to help you carry out SEO
BrightonSEO - Benefits of using Marketing Automation Software as part of your...Ann Stanley
Marketing Automation Software (MAS) provides an integrated approach to sales and marketing processes. MAS offers a suite of tools including CRM, and email functionality.
We will present some of the benefits of using MAS as part of your content marketing strategy and show you how you can use automation as well as email marketing to build your profile as an expert or authority within your sector.
Instead of focusing on getting SEO rankings and organic traffic, using MAS will allow SEO and content marketers to help buyers move down the sales funnel, by nurturing leads this will result in more sales and revenue
SEO Forecasting and unlocking "not provided" keywords using SEO MonitorAnn Stanley
SEO Monitor is a new SEO tool that unlocks your "not provided" keyphrases by using your Google Webmaster tools/Search Console data and combining it with Analytics data.
In addition the tool has a brilliant dashboard for viewing current keyphrase rankings, versus search volumes, difficulty scores, as well as a Visibility Score for a group of keyphrases. It also allows you to view your rankings and Visibility Score as compared to your competitors.
Once you have used the tool for your keyphrase research (savings hours of work) you can then predict the increase in traffic for your target group of keyphrases over a project duration of typically 12-18 months.
Shopping ads and buy buttons - what's new (June 2015)Ann Stanley
The huge growth in Google Shopping or Product Listing ads has meant massive innovation, with new features offered in Google and the announcement of the Google button. However Amazon, Facebook and social platforms have all responded by offering a range of products ads and buy buttons. This article presented at SASCon in Manchester gives an overview of the current status of all the options available to e-commerce merchants.
Solving common sales & marketing problems using Marketing Automation Software...Ann Stanley
• What is marketing automation and how can it help to integrate my sales and marketing?
• CRM and list management
• Manage internal tasks
• Creation of new forms and landing pages on your website
• Anonymous visitors, tracking of individuals and web analytics
• Email broadcasting and reporting
• Tracking leads and sales opportunities
• Automated or “drip” campaigns using workflows or tasks
• Choosing a MAS supplier
• Getting started with Google Analytics
• Principles of website conversion tracking and understanding what’s driving results
• Getting to grips with the interface
• Conversion and Goal tracking. Get useful data on the things that matter the most to your business
• Acquisition – what drives traffic
• Behaviour – what visitors do on your site
Seo tips and tools for local businessesAnn Stanley
• The digital marketing landscape
• Maximising your visibility in the local Google search results
• Understanding Search Engine Optimisation (SEO) - a beginners' guide
• Recent changes to the Google algorithm and how to avoid getting a Google penalty
• Essential tools and techniques to help you carry out your own SEO
• What is PR and what differentiates it from advertising?
• Understanding the time and resources required to run a successful campaign
• Is my story newsworthy? The importance of story mining
• Preparing content and communicating with the media
• Why blogs and social media are a crucial element of PR
• Collating and measuring coverage
• How PR can help SEO and social media
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
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.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
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
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.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
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.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
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
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
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
2. @AnnStanley
About Anicca
Generating Leads, Sales
and Profit
Educating Your Team Building Your Brand Technical Consultancy
Digital and Search
Marketing (Paid advertising,
SEO, PPC, ecommerce
marketing)
Marketing training (and
qualifications) for business
professionals
Owned and Earned media
(SEO, Content, PR, Social,
Email, MAS)
Technical consultancy in
web, Analytics,
conversions and
ecommerce
3. @AnnStanley
Agenda
Part 1: Introduction (why mobile is important)
Part 2: Options for PPC for mobile
Part 3: Strategies for different types of business
Part 4: What’s new?
6. @AnnStanley
Uptake of smartphones across EU and
the world
Worldwide figures –
“By the end of 2014, we
expect 1.76 billion people
to own and use
smartphones monthly, up
more than 25% over
2013”. –
http://www.emarketer.com/Article/World
wide-Smartphone-Usage-Grow-25-
2014/1010920#sthash.iHLqRB9E.dpuf
19. @AnnStanley
Digital advertising in the UK –
(2014 full year results)
• UK digital ad spend in 2014
reached record high of
£7.194 billion with 14% year-
on-year growth
• Mobile reached £1.62 billion
of this, representing 23% of
total. Mobile had 63% year-
on-year growth, driven by
social, video and in-app ads
• Social ads grew 65% year-
on-year to £922m with 56%
on mobile (£517m)
Source: www.iabuk.net/blog/digital-adspend-goes-stellar-in-2014
23. @AnnStanley
Google results for ‘sofa’*
Pay per
click ads
(via
AdWords)
Pay per
click text
ads (via
AdWords)
Organic or
natural
search
results
Shopping
Ads (paid
ads via
AdWords)
*sofa chosen to illustrate different types of results
Google
new Local
listings
24. @AnnStanley
Mobile results – Shopping ads
This is actually a carousel
– but most people do not notice
Maximum of 2 ads at the top of the
results – can be 3 at the bottom
26. @AnnStanley
April 21st 2015 – Mobilegeddon!
• Each page on your site will be
classed as either mobile friendly or
not – and tested every time there is
a relevant search
• Results can be marked as “mobile
friendly” or you can run pages
through mobile test
• After April 21st “unfriendly” pages
will get lower rankings on mobile
search results
• Get your mobile load speed to <1
second or all ranking will suffer
• Mobile apps (Android) will achieve
better rankings in mobile search
result (and its worth linking your app
to the your mobile pages)
33. @AnnStanley
Summary of conversion rates
Total Desktops Tablets Mobile Mobile vs
desktop
Consumer site 2.38% 3.15% 2.33% 0.73% 23.2%
Business site 3.79% 4.84% 1.47% 0.81% 16.7%
Consumer site
(non-responsive)
1.61% 2.03% 1.45% 0.39% 19.2%
Consumer site
(responsive)
1.58% 2.14% 1.5% 1.04 48.6%
35. @AnnStanley
Current situation/problems
• Many sites are still not mobile responsive (i.e mobile friendly)
• Traffic is increasing from mobiles – so should your mobile budget increase
• Use is different than desktops – more browsing and different times of day
• Conversion rate is lower (lead generation sites and ecommerce sites)
• Return on ad spend can be too low on mobile for many sites – if measured
purely on last click attribution
• Cross-device attributions in Analytics not accurate enough to know true
value of the visits to mobile
• How important are mobiles for driving visitors to store or off-line interaction
via calls
• How to send traffic to separate mobile site eg m. or .mobi sites
• Managing positions (with bids) as only 2 ads shown at top of mobiles (plus
PLA’s shown at the top)
37. @AnnStanley
Device specific features
• Data analysis – segmentation by device use of custom
columns
• Mobile preferred ads
• Call and location extensions
• Apps extensions
• Bid modifiers
39. @AnnStanley
Why create mobile preferred ad
• Ads will perform differently by device
• Ads need different descriptions
• Mobile call for action should be mobile friendly
• Also need different ad extensions for mobile
• Can use url for mobile only sites e.g. m. or .mobi sites
41. @AnnStanley
Calls to action which work best on
mobiles
• Call now vs contact us
• Buy in store
• Type of phone number –
eg free phone numbers
are not free on mobiles
in the UK
• Display URL
• Choice of extensions
45. @AnnStanley
Call extensions and forwarding
• Best Practice
• Use call extensions in conjunction with location extensions for
geo-targeted campaigns or for mobile devices
• Use Google call forwarding number – there is no additional
charge for this (anymore)
• Add a mobile opted version
• Use scheduling to match your office opening hours
• Create “call conversion” for calls over >60 seconds
• Use in conjunction with site based call tracking technology
including Google’s own call tracking script
51. @AnnStanley
Mobile bid modifiers
• Mobile bid modifier of +300 to -100% at campaign and ad
group level
• Desktops and tablets have same bid – despite differences in
performance for many sites
• -25% mobile bid modifier recommended as starting point to
achieve similar position as desktops and tablets
• Use -100% to turn mobile off
• Some propose autobidding to take into consideration varying
device performance at keyword level
• Most agencies still unhappy with this change and want tablet
bid modifier as well
53. @AnnStanley
Stacking of bid modifiers
Each modifier applied to modified bid not base bid
1. Original bid £1
2. Geographical bid for London +25% = £1.25
3. Schedule bid for Monday 7am - 6pm +10% = £1.37
4. Mobile bid -20% = £1.10
57. @AnnStanley
Reasons for using PPC on mobile for local
businesses - If they already know you?
• Need phone number
• Need address
• Need directions
• Are you open?
• May use voice search
• May not appear in the local pack – now only 3 listings
58. @AnnStanley
Tips for local PPC on mobiles
• Geo-target ads in its own campaign
• Use geo bid modifiers
• Use reviews (Google reviews for organic) 3rd party seller
ratings for PPC ads
• Use call and location extensions
• Use mobile preferred ads
• Consider using + mobile bid modifiers
61. @AnnStanley
Visits to retail websites via mobile have
overtaken desktop
• Some 52% of visits were made via a mobile, while 36% of UK online sales
are now completed on a smartphone or tablet device
• Of sales completed on a mobile device, smartphones account for
around 18% and tablets 82%
• "Considering that as recently as 2010 mobile visits to e-retail sites
accounted for less than 3% of traffic, this latest milestone represents
staggering growth of 2,000% over the past four years."
• The report also shows that the total estimated online spend during May
to July was £24.2bn, with £8.7bn spent via smartphones and tablet
devices
Source: IMRG Capgemini Quarterly (September 2014)
63. @AnnStanley
Strategies for Shopping Ads on Mobile
• Many users think there are only 3 ads on mobile as
they do not realise they can scroll horizontally
• Additional ads may not get clicked on (with negative
effect on CTR/Quality Score)
• Conversion rate is lower (typically <50% desktop)
• Use mobile bid modifiers to reduce CPC so the overall
ROAS is similar to desktops/tablets
• Try creating “device specific” ad groups:
• Ad groups for mobile – lower bid with high
+mobile bid modifier
• Ad group for desktop/tablets – higher bid with
-100% mobile bid modifiers (to drive mobile
traffic to the mobile ad group)
• Cross device conversions are still difficult to measure.
Users may research on mobile and buy on other
devices
66. @AnnStanley
Creating ad groups focused on either
mobile vs desktop/tablets
• Mobile and desktop have to be in the same
campaign/ad group - use workaround so you can have
ad group for mobile only
• Create ad group targeted for desktop
• Set up mobile modifier to -100% in desktop
• Create ad group targeted for mobile
• lower bids in the mobile ad group, then use +300% mobile
modifier
67. @AnnStanley
Competing ad extension – remove call
extensions for products on text ads
• Call extension was overriding site links on mobile ads
• Remove call extension on product level.
• Got reviews stars and Certified shops.
• Increase 77% of CTR
• Case study from SES London 2015 - Space48
68. @AnnStanley
Driving in-store traffic from mobile
• Macy - $1 in google mobile $6 of sales in stores
• Local inventory ads (part of Shopping ads)
71. @AnnStanley
Google Buy Button and marketplace
• Rumours started mid-May following an article by
the Wall Street Journal and a webinar titled
Virtual Shopping Summit (by CPC Strategy).
• These both predicted that Google will shortly
launch a Buy Button in order to provide a
marketplace service to compete with Amazon
and eBay
• CPC Strategy thought that the scheme may be
only available to Merchants that are in the
Certified Shopping Scheme (as this provides
some level of quality control)
• They also suspected that PayPal may be offered
as a payment gateway – which is now possible
due to eBay and PayPal being split into separate
trading companies
72. @AnnStanley
Current “understanding”
• This will be called Purchases on Google – there is now a limited beta with specific retailers
• Retailers first have to integrate their ordering systems with Google to become eligible for the
“purchase” button to be displayed in their product listing ads.
• CommerceHub says it’s not necessary for a site to be verified as a Google Trusted Store, but
that it can help speed up the integration process
• The Buy Button will only be shown for certain advertisers next to Shopping Ads on mobile
devices (possibly Android only)
• Buyers that click on Buy button you will be taken to the Google Product Page where they can
choose product variants and pay with Google Wallet and possibly PayPal
• Buyers do not go to Merchant site but the buyer may be able to opt in for emails etc.
• Google will not take a commission but just the click cost
• Google may store buyers’ credit card details to improve conversion rates for future sales
• The merchant will still have to provide fulfilment but may receive limited details about the
customer