Mastering PPC: 6 Questions to Answer to Help You Optimize Your PPC Campaign

| December 22, 2016

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In my opinion, optimization is the most important element of your PPC campaign (closely followed by determining your PPC budget). It’s important to have a strategy to optimize your campaign so you know your budget is being spent correctly and getting you the right leads. Here are some questions to answer to help you optimize your PPC campaign: What search engine is converting best?: Google and Bing have interchangeable cost per leads, and Yahoo has the lowest cost per lead (however, Yahoo doesn’t have the search traffic available like Google/Bing).

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Product Spotlight August: Driving Up Engagement in Your Surveys

Article | August 13, 2020

Engaged, thoughtful responses are the lifeblood of genuine insights. If you want data you can count on for your biggest marketing, product and business decisions, you need to trust that that data represents the real opinions of real people. There are lots of features in the Attest platform to keep engagement high, but if you write a survey that bores respondents they’re likely to lose interest and focus, and this will result in less accurate results.

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Maintaining the retail omnichannel edge in 2021

Article | January 4, 2021

It’s that time of year again where we reflect upon the prior year and make informative predictions for the months ahead in order to adjust our business activities and refocus our strategies. Unsurprisingly, due to the nature of 2020’s events, just about every industry and business will be looking to 2021 with hope and optimism, as well as a strong sense of caution. And while the physical retail sector has been one of the hardest hit, ecommerce has experienced the opposite effect, but that’s not to say it has been without its challenges. Consequently, businesses need to respond to shifts in the market for the chance of a successful future. Nate Burke, CEO of Diginius, a UK provider of proprietary software for digital marketing and ecommerce solutions, shares his predictions for the industry for 2021 and beyond. Physical retail outlets have been facing uncertainty long before the term became widely used. This is due to multiple factors, including high commercial rents, a shift towards digital-first consumer shopping habits and online competitors’ ability to undercut prices. These influences have resulted in the gradual digital transformation of retailers, whereby online offerings have become a primary focus for business efficiency. Proof of this is the year on year increase in online sales. But the spike experienced in early 2020 is the basis of the first prediction, which is high levels of online shopping will continue into the next twelve months, with no going back to pre-COVID ways. But many organisations are already in a position to accommodate this trend, particularly as 85,000 new businesses enabled ecommerce functionality or joined an online marketplace during the first national lockdown. And now these businesses have made the digital switch, they will want to continue maximising sales through online channels as the pandemic has created a permanent digital shift in consumer shopping behaviours with more predicted to shop online post-pandemic than before it. Alternative sales channels The next prediction is fuelled by both digital innovation and the rise in ecommerce. As more and more businesses enable ecommerce functionality, there will inevitably be greater competition and an increase in options for consumers to choose from. Therefore, the channels through which businesses sell their products will widen and become more accessible in order to generate the greatest chance of items or services being seen and ultimately, chosen over competitors’. Fortunately, the rising popularity of online marketplaces and the developments in social media shopping functions, means businesses now have the opportunity to distribute products through more channels than ever before. And this will only continue to increase in the year ahead. When it comes to marketplaces, Amazon is leading the way with a year on year rise in net revenue. Not only is the business’s performance evidence of this, but so is the consumer shopping behaviour shift which is seeing more consumers go directly to Amazon first (40%) when searching for a product, as opposed to Google (30%) or a brand’s owned channel (19%). Facebook and Instagram are also notable channels for ecommerce businesses, with YouTube also growing in popularity and prominence. Although by nature, these platforms are designed for social interaction and content consumption, in recent times, they have placed greater focus on shopping with Facebook’s marketplace, Instagram’s shopping tab and YouTube shopping ad functions, for example. One of the biggest benefits of utilising social media as a shopping channel is the streamlined customer experience that can be created. Fundamentally, shoppers can see a product on their feed, click through to view it and then place an order without even having to leave the app. But as well as convenience, social media is an effective shopping channel as platforms are key influences on consumer consumption decisions anyway. In fact, 80% of Instagram users and 68% of YouTube users say content on the respective platforms helps them decide whether to buy a product or service. Therefore, as more businesses realise the impact of these platforms, we’ll see social media being added to an increasing number of online sales strategies. Omnichannel brands Many are hopeful for a return to some form of normality in 2021. And with the potential reopening of physical retail, businesses will be faced with the opportunity to maximise their presence and in turn, sales through both online and offline channels, creating an omnichannel brand offering. This way, brands will appeal to a larger customer base. And no matter which channel a customer chooses to use to interact with the brand, they can expect a consistent quality of service and overall experience. But in 2021, what many will realise is the challenging nature of upkeeping both channels. Of course, there will be a greater financial burden due to property costs and employee wages, which will only be felt deeper due to the volatile, COVID-struck economic climate. So instead, a true omnichannel experience will be created through integration and innovation whereby each channel is used to support and supplement the other. For example, we’ll see retailers using their physical locations to relieve some of the pain points of the online service, such as delivery and returns processes. Some retailers are already excelling in this, including the likes of supermarkets, Next, John Lewis and Argos who have all integrated click and collect services and other smart shopping options firmly into their primary offering. As technology and creativity moves on, we’ll also begin to see an increasing number of concept stores that make shop visits an unmissable experience that is personal to each customer and adds value to their purchase, rather than simply a distribution channel. Collaborative commerce With all these additional sales channels, retailers will see the benefit of digital management systems that relieve some of the administrative burden and enable greater efficiency. The VTEX solution, for example, provides a single comprehensive commerce platform for brands and retailers. Combining activity across every sales and logistics channel, these platforms allow for a unified customer experience, lower cost of ownership, and increased business capabilities across physical stores, websites (B2B and B2C), third party and company owned marketplaces. With all this information in one place, businesses can provide better customer experiences as order information can be retrieved faster and response times reduced. Customer updates can also be automated to ensure any important information about an order process is timely communicated, with no additional workload for employees. And as well as customer-facing benefits, these systems enable better collaboration between points in a supply chain, which can streamline a business’s processes, and in turn reduce waste and increase efficiency. For example, orders for items that are low in stock can be placed automatically and only when they are needed. This way, businesses won’t have cash tied up in unused products and materials, and resources can be reallocated to other critical activities. And as these systems collect and analyse data, they can also provide meaningful insight into market trends, that can inform accurate future predictions and business decisions. These trends are evidence that the ecommerce landscape is ever-changing. While digital transformation is set to continue, the speed at which it has occurred for retailers this year means the ecommerce market will inevitably undergo further significant change in the months to come. Businesses that are prepared to adapt now will experience better growth and success than those that remain static or stuck in their ways.

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WHAT WORKS AND WHAT DOESN’T IN SOCIAL MEDIA MARKETING STRATEGY

Article | February 18, 2020

Social media marketing is an aspect of digital marketing that has grown in leaps and bounds over the last few years. More brands are waking up to the benefits of having a strong presence in the circles where more than 70% of the world’s internet users are congregated most of the time. It is no surprise that spending on social media marketing has continued to grow with each year. In the period between 2014 and 2016, the spending jumped by nearly 100%. Social media allows brands to create stronger relationships with their target audience, ensure better customer service, and increase brand engagement. It is also one of the best platforms to use when you need to spread the word about new products and services or promotions, and more.

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The business SEO battle: ranking by numbers, or intelligence?

Article | April 15, 2021

Search engine optimisation (SEO) has come a long way, with continued developments, advancements and algorithm tweaks giving business owners, brand agencies and marketing gurus more than just a digital headache. But traditionally, SEO has been a numbers game, with ranking positions the all-important deciding factor. However, with the purpose of the activity to reflect and cater to user behaviours, can SEO really be simplified to numerical values? In this piece, Nate Burke, CEO of Diginius, a proprietary software solutions provider for digital marketing and ecommerce, takes a look at how far SEO has come and how more recent advancements in intelligence are helping it towards its ultimate goal. For any business operating online, SEO is an essential element of the digital marketing mix. Forming the foundation of website designs and content output, SEO helps businesses build an online presence by increasing the chances of web pages and products appearing in visible positions on search engine results pages. Over the years, the activity has advanced significantly. Of course, it has come a long way since the early days of cramming as many keywords as possible into text, or using spam websites to backlink to yours in an attempt to gain authority. And while many of these activities are now frowned upon, and can in fact, negatively impact SEO rather than help it, the motivations are the same. For instance, using keywords in website copy or product descriptions is still key in ensuring they rank for the right search terms. Similarly, backlinks remain the golden ticket for website authority, albeit from genuine and trustworthy sources. The difference is that today, SEO is much more intuitive. Best practice is all about optimising content for logical human behaviour and user experience. For example, keywords that are integrated into copy in a much more natural way are likely to gain more SEO points than a page which uses the old cramming approach. The reason for this shift is all down to advancements in intelligence, which are enabling search engines to assess and score content in more sophisticated ways than previously possible. Ultimately, today’s ranking assessments understand pages and content in ways that are similar to human usage and interactions. For example, Google’s roll out of featured snippets has shown significant insight into how the search engine is being used, and in turn, how businesses must adapt their content in order to reach the top-ranking positions. Emphasis on Q&A style results in position zero of results pages is clear evidence for users turning to the platform for question queries, for which they want quick and straightforward answers. And with these featured snippet boxes taking up significant space on the top of the results page, pushing other organic results further down, it is essential for businesses to include such content into their optimisation strategies. Additionally, there is a strong case for the use of PPC ads in order to ensure higher visibility on pages that are becoming much harder to rank on organically. This is also true for product searches, as the search engine prioritises shopping results when a user’s query is interpreted as an intent to purchase. Therefore, shopping ads are a great way to ensure your products are visible among competitors in the most prominent position on the page. Evidently, intelligence in SEO is enabling it to reflect user behaviours and intentions more accurately. And while this is a positive change from a consumer perspective, as results are only becoming more relevant, convenient and useful, for businesses, the playing field is more complex than ever. So, with ranking criteria constantly being adapted and advanced by search engines, there are ways for businesses to leverage their own intelligence in order to improve SEO activity. For instance, the backbone of any effective SEO strategy is data and insight. For many, collecting this information requires a trial and error approach, whereby businesses implement tactics and learn from what is and isn’t working. But as search engines become more complex and intelligent, it can be difficult to get things right, or to really be able to assess activity without waiting months in some cases. Therefore, businesses should use their own data and insights to inform any decisions or activity. This can be a key way to ensure you focus on the right channels, customers and keywords. For instance, using lead intelligence gathered and analysed by a sophisticated management system that takes into consideration all sales channels, including owned and third-party marketplaces, can provide valuable information on which channels your customers are using most frequently and what products or services are most popular. This information can then go on to inform the channels you should focus your SEO efforts on, and which products or services will provide the best ROI. In SEO, the numbers will always be important, as ranking positions will always determine the success of any efforts. However, intelligence should be given just as much attention, as it is only with the latter that efforts can be streamlined for more effective results.

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Maritz

Maritz is a leader in designing and delivering solutions that help people and businesses be and perform their best. It’s a science and an art, which is why our tagline reads, "The Science and Art of People and Potential."

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