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).

Spotlight

George P Johnson Experience Marketing

GPJ is the world's leading experience marketing agency. We create great ideas and bring them to life through integrated experiential programs that leverage digital, mobile and physical brand activations. Our worldwide office network enables leading brands to create and accelerate relationships with customers, employees, partners, media and other influencers. GPJ is part of Project: WorldWide, the leading independent engagement marketing solutions network (www.project.com). Follow GPJ at https://twitter.com/GPJExpMktg.

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Role of Technology in Improving Customer Experience

Article | October 13, 2020

Since the vocation of an e-commerce site is to generate sales on a recurring basis, it is logical to state that the customer experience largely conditions these results. Indeed, for Internet users who visit your site to be encouraged to purchase, it is important that they are satisfied when they browse it. Moreover, satisfied customers will be easier to retain, and more likely to recommend you to others. These are all reasons why it is essential that you continuously optimize the experience on your e-commerce site. In the rest of this article, you will discover the best practices to observe for this purpose. Interact with Your Customers with An Online Questionnaire: You must first understand that to attract your targets, you must necessarily establish a relationship of trust with them. Then, the strategy you put in place upstream to attract customers and encourage them to sell will have to evolve over time. Of course, it is a question from the start of ensuring that the strategy is as efficient as possible, but it must above all be flexible to be able to adjust to the feedbacks of your customers. It is therefore essential that you establish a proactive exchange with your customers, and for this, the online questionnaire is one of the most popular tools. Indeed, the online questionnaire allows to bring the humanized side of your service, to create an interaction, to show that you attach importance to the opinions and comments of your customers, etc. As part of your marketing processes, the online questionnaire can also constitute an element of reassurance that will be useful to you to support and direct your customers more easily in the purchasing process. Moreover, it is very easy to set up: you can create a quiz easily by clicking here and thus set up your communication and digital marketing strategy without further delay. Finally, it is important to note that the effectiveness of the online questionnaire depends on certain elements, such as the method used to distribute it or the frequency with which it is sent. It is strongly recommended that there be a comments area there, so that customers can share their requests and / or comments with you at the end of the survey. Make Sure Your Site Is Accessible On All Media: The report published by a magazine shows that 70% of online purchases will be made on mobile in 2020, figures which prove that from now on, it will indeed be a question of “ m-commerce ” in addition to e-commerce. Think with Google also shows that 77% of online shoppers are more likely to place their orders with their mobile device. This convinces us that it is of the first importance to make it possible to read your e-commerce site on all screen sizes. It is not only a question of planning a responsive web design theme, but also of setting up an m-commerce platform to meet the requirements of your targets who increasingly use their smartphones and tablets to browse and buy on Internet. Making your site accessible on all media thus consists of: • Eliminate the Tabs That Weigh Down Mobile Browsing, • Use A Dynamic Theme, • Reduce the Size of The Images by Compressing Them, • No Longer Provide A Sidebar, • Remove Pop-Ups. Offer A Personalized User Experience: For the customer experience to be optimized, it is also necessary to offer them a personalized experience. The importance of this factor is such that 33% of customers will give up buying from an e-commerce site if they feel that it does not provide enough customization options. You must therefore ensure that your merchant site allows customization by: • The Use of Geolocation to Indicate the Closest Physical Points of Sale, • The Offer of Complementary Products in The Customer Basket, • Virtual Testing of Products (Via Augmented Reality for Example), • The Proposal of Recommendations Based on The Customer's Previous Purchases, • The Use of Predictive Targeting (To Personalize the User's Home Page). A Simplified and Secure Payment Step: To ensure the satisfaction of your customers when they browse your site, you must also make the payment step as easy as possible. In many ways, this step strongly impacts the conversion rate of your prospects, as cart abandonment is most often found at this time, when they feel the process is too tedious. It is therefore imperative that you pay particular attention to the means of payment that you offer to your customers. In this context, setting up a secure payment service is the best solution to adopt, using an HTTPS protocol for example. Also remember to systematically inform your customers that the payment page is perfectly secure (with the padlock icon). Finally, it would be wise to offer the online payment methods with which your customers are the most comfortable (to be determined by means of a survey or an online questionnaire). Guide Consumers with A Chatbot: While it goes without saying that an e-commerce site must have available and responsive customer service, some may think that the chatbot remains optional. However, be aware that 45% of Internet users prefer to use the chatbot to communicate with customer service. More importantly: 47% of e-commerce website users express their motivation to buy using this technology. This is explained by the fact that the chatbot makes it possible to inform visitors more easily and quickly. With a simple message, they can know your general conditions of sale, your return conditions, your delivery times, etc. The chatbot is therefore a tool to be adopted urgently to optimize the customer experience on your site. Remember, however, that it does not replace real customer service! It will nonetheless bring an increase in speed in the processing of your customers' requests, and above all, will provide the most relevant possible answers, as quickly as possible.

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Valuable Strategies to Increase Website Engagement

Article | October 13, 2020

According to Google, 61% of users are unlikely to return to a site on mobile if they had trouble accessing it, and 40% visit a competitor's site instead. Therefore, creating an attractive website is a vital part of your marketing strategies. People search online for information that will help them make a more brilliant purchasing decision. Nowadays, the buying behavior of consumers depends on your website. If you want to stand out among others in this modest time, you will have to create an engaging and attractive website for your business. User engagement is a vital indicator that decides the success and ranking of your website. When visitors visit your site, you want them to read your content, interact with your forms, and appreciate your content enough to stick around, absorb, and convert. Unfortunately, 38% of people will stop engaging with a website if the content or layouts are unattractive. Engaging users is the first step of the conversion process. Therefore, you must have a robust strategy to increase website engagement. Types of User Engagement There are various types of user engagement. However, here are some common types for your reference. Social Engagement Emotional Engagement Contextual Engagement Engagement of Convenience Why is Website Engagement Important? Whenever consumers research, they always give priority to a website. Your website determines customers’ purchasing decisions. An eye-catching website with valuable information attracts visitors. Your website provides consumers thorough information about your products or services. Even it helps SEO to perform better and give favorable responses quickly. Once your target audience lands on your website and finds what they were looking for, they automatically start liking it and moving towards your brand to know more. Some Surprising Statistics about Website Engagement 57% of internet users say they won’t recommend a business with a poorly designed website on mobile. 38% of people will stop engaging with a website if the content or layout is unattractive. 88% of online consumers are less likely to return to a site after a bad experience. 77% of agencies believe that a bad website User Experience is a weakness for their clients. 39% of people will stop engaging with a website if images won’t load or take too long. 47% of Users expect a maximum of 2 seconds loading time for an average website. Slow-loading websites cost retailers $2.6 billion in lost sales each year. 75% of consumers admit to making judgments on a company’s credibility based on the company’s website design. If given 15 minutes to consume content, two-thirds would instead read something beautifully designed than something plain. A study found that 94% of negative website feedback was design-related. According to Google, 61% of users are unlikely to return to a site on mobile if they had trouble accessing it, and 40% visit a competitor’s site instead. Innovative Ideas to Increase Website Engagement Let’s take a look at some of the most essential and result-driven strategies to increase website engagement. Increase the Speed of Your Website Loading Visitors only will stay when they find the website is loading instantly. People exit the website when the loading time is more it makes them impatient. A study conducted by Soasta revealed that one second slower page loading could experience a 56% increase in their bounce rate. Include live Chat to Improve Customer’s Experience Including live chat for real-time assistance helps your audience to solve their queries and meet their requirement. Adding customized welcome messages and responding increase website engagement. It satisfies customers and influences them to take action. Keep Your Message Clear and Concise Every website or business has a purpose: selling products, educating your audience, or something else. While designing your website, you must keep your audience at the center. Your message should be crystal clear so that visitors don’t have to misguide. It should include value intention and appeal to your audience to experience what your offer. Keeping a crystal clear message increases website engagement. Keep Social Proof to Let Them Believe in Your Brand Social proof is the vital factor to increase buyer’s confidence and attraction towards your brand. Businesses use testimonials, real-time statistics, reviews, etc., in building brand credibility. Marketers considerit a valuable tactic to validate buyer’s decisions and increase website engagement. Personalize Your Communication Brands believe that personalized messages give better responses as compared to normal messages. Sending personalized messages makes consumers feel special. By creating a personalized message, you build robust connections with your consumers and convert them into long-term customers. Make Your Website Mobile-Optimized Mobile users accounted for a whopping 56% of website traffic. As a result, mobile has become one of the most used devices to enhance conversion. Therefore, ensure that the consumers should easily access the information you are sharing. Giveaway and Contests You can conduct interactive and attractive contests to influence your target audience. Customers love to participate in such contests. Creatively designed, well-researched, executed contests woo the audience and significantly enhance your website traffic. Make sure your contest endorse your giveaway regularly. Segment Your Visitors for Better Communication If you are planning to make a connection with a broader audience, you will find it challenging. Segmenting your visitors improves your communication with your audience. With the help of a targeted marketing strategy, you can divide a large market into smaller segments to focus on a particular group and experience an increase in website engagement. Approach with Persuasive Writing Your writing is an integral part of the website creation strategy. Your way of writing creates an impact on consumers. It will help if you think twice before delivering your message that the style, tone, information, slang you are using is worthy or not. Marketers believe that the language should be subtle, quirky, and sophisticated. Your content marketing should help your visitors to make you stand out from the others. Create Attractive Design An attractive and engaging website effortlessly woos the audience. The design should be minimalistic and still provide complete information. You can use infographics, videos, GiF, etc., to make your website informative and eye-catching. Know your target Audience Try to find out your target audiences’ requirements or value. It helps to create engaging content that your audience will love. You can ask for feedback that will help you to find out where you are lacking. Avoid taking too much time of your visitors by conducting a lengthy survey. Follow a Logical Structure and Have Enough White Space Placing images and content at an appropriate place plays a significant role in increasing website engagement. The complication in designs or having less white space on your website bothers your visitors. It is a science that involves organizing visual elements in such a way that help visitors to identify what they are looking for. Data Collection to Re-engage with Your Audience You need to secure all the data you are receiving from your audience. It allows you to re-engage with your customers and drive them back to your website. In addition, you can share valuable updates with them. Enhance Your Linking Structure Make sure that the link should have relevant and descriptive anchor text. It improves your SEO strategy. Creating excess internal linking annoys your visitors. Essential Tools that Can Help You to Measure Website Engagement Nowadays, marketers have different tools to measure website engagement. Here are some most essential website engagement tools. Google Analytics Heap Optimizely Hotjar Marketo Hello Bar Final Thoughts It becomes challenging to maintain the performance of your business without keeping website engagement strategies. Website engagement is an integral part of marketing that attracts visitors to buy products or services. While creating a website, you have to take care of many things that play a crucial role in increasing website engagement. Focusing on these websites engagement ideas will enhance your chances of success. Visitors only will stay when they find valuable and relevant content on your site. Creating an engaging and attractive website. Analyzing website performance. Make your writing style persuasive and crystal clear. Approach your audience with a personalized message. Increase the loading speed of your website. Frequently Asked Question What is website engagement? Website engagement is one of the most significant tactics to make your consumers loyal and stay with your brand for a long time. It makes your connections stronger with your consumer and enhances your sales. What is a good engagement rate? The engagement rate depends on the industry size, audience size, types, etc. However, brands believe that above 63% for B2B and 71% for B2C is the ideal engagement rate for a website. Why is website engagement important in metrics? Tracking engagement metrics on your website helps you understand your target audience and their requirements better. In addition, it takes your business to the next level by finding out your business loopholes. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is website engagement?", "acceptedAnswer": { "@type": "Answer", "text": "Website engagement is one of the most significant tactics to make your consumers loyal and stay with your brand for a long time. It makes your connections stronger with your consumer and enhances your sales." } },{ "@type": "Question", "name": "What is a good engagement rate?", "acceptedAnswer": { "@type": "Answer", "text": "The engagement rate depends on the industry size, audience size, types, etc. However, brands believe that above 63% for B2B and 71% for B2C is the ideal engagement rate for a website." } },{ "@type": "Question", "name": "Why is website engagement important in metrics?", "acceptedAnswer": { "@type": "Answer", "text": "Tracking engagement metrics on your website helps you understand your target audience and their requirements better. In addition, it takes your business to the next level by finding out your business loopholes." } }] }

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9 Ways To Personalize Email Marketing Campaigns Instantly

Article | October 13, 2020

We have an abundance of data around us, but most business marketers aren’t able to make the most of it. When they can actually personalize the campaigns down to an individual, most of them restrict themselves to only segmenting their audience, creating a few versions of the campaigns and using their names in emails while addressing them. Despite 94% of companies saying that personalization is now critical for success, there are 5% of them who personalize their campaigns extensively. The reason being, an inability to personalize their campaigns. Almost 60% of marketers struggle at personalizing their campaign content in real-time. But when it comes to email marketing, the struggle need not be all that hard.

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How Zoom has become an ecosystem for startups

Article | October 13, 2020

We have always been familiar with various video conferencing platforms but the current situation of COVID-19 has put them at the top of everyone’s routine. Never before have video calling platforms been in so much demand. The current lockdown imposition in the world has forced all possible industries to give their employees work from home by default not by choice, and asked to contribute to stopping the spread of the Coronavirus disease. A rare situation like this has caused the world to go online for important meetings, conferences, learning activities, and every other important work. During this time many companies have seen a spurt in growth and Silicon valley-based communication technology company—Zoom is one of them. The video communication software company has seen a growth in its user base from 10 million to 200 million daily visitors and has been recognized as the top choice from satisfied customer reviews on TrustRadius, Gartner, and G2. With big customers in the pocket like Uber, Delta, HubSpot, Zapier, etc. the company has earned power when other companies started their businesses based on Zoom which is running quite successfully. Many businesses started building their services or products on Facebook, Slack, Twitter, Instagram, etc. and now Zoom is the latest hotspot around which new businesses are popping up. Let’s have a look at the newly started businesses based on the web conferencing software and how they have made use of Zoom features. Table of Contents - Grain - Fireflies - Stream - Otter Grain Founded in 2018, San Francisco based Grain might be the first business to build entirely around Zoom, at least as a starting point. Let’s understand the core idea of the business. According to co-founder and CEO, Mike Adams, the key idea is to extract and save the important content in Zoom calls. Further, the best part of the conversation can be shared across various platforms like Slack, Notion, Discord, Twitter, or even iMessages. Suppose a student is attending a Zoom class and wants to take the notes for later use. This has been made simple using Grain. Without needing to watch the full lecture again a student can save or record the important part of what a teacher is teaching in the virtual class that he or she can share with other students. There are many ways to save an important part of the video using Grain. You can convert the whole video call into the transcript and then pick up the part you want to share. This will automatically create a unique URL for the separate part of the video that you can share across various platforms. You can save and share the highlighted notes that you can create alongside the call. Here you are given a facility to take notes during the call in a column that is provided by Grain and save or share it later on. Similarly, Grain can be used for the office purpose where you can flag the most important bit of information from the meeting and share those clips with your colleagues to understand the complex or prime things in the call. The limit is given to save and share the video clips ranges from 30 seconds to 10 minutes. You can also create sections of the best parts of the video to create a summary highlight and this has no time limit. You are also given control over who can edit the video later to avoid the illegal activity and stop manipulating the snippet. Fireflies Founded by two young and talented minds from MIT, Fireflies.ai is doing an excellent work of helping people manage their tasks using AI-based technology. While there are so many things to do on the list, one can simply not waste time going through the past calls or chats to note down an important part of work. That’s where Fireflies.ai comes to help you. It helps you save critical information that is being said and you won’t miss anything even after leaving the meeting room. And to do so, all you have to do is integrate Fireflies’ AI assistant by inviting it to the Zoom meeting. As soon as the meeting starts, it captures every moment by recording the call and sends you the transcript over your email once the meeting is over. It makes use of NLP (Natural Language Processing) algorithms to transcribe the audio call into the text format. Along with these features, it can integrate with dozens of apps like Salesforce, Slack, Zoho, Zapier, etc. They also have a Chrome extension for Google calendar that makes it easy to invite the AI assistant to the scheduled meeting. This is how Fireflies.ai helps improve and accelerate the productivity gained from the Zoom meetings and unlock the hidden value in the voice data. It makes it easy to take quick notes with the help of high-quality recording while you pay attention to the live meeting. The San Francisco based business is running quite smoothly and raised a fund of $5M in December 2019 from Canaan Partners. Stream Stream is a privately held, San Francisco based small company which started its business based on Zoom. It helps people host online events quickly especially the paid ones. It is not restricted to be used by office working professionals but can also be used by musicians, fitness instructors, content creators, private tutors, etc. and allows turning every physical event into a virtual event. We use Zoom because it's what my 65-year-old aunt is familiar with. It's the tool of the moment. It is helpful to build a powerful, easy-to-use API. I'm surprised a lot of other developers haven't used it yet you can do a whole bunch of different things that you probably wouldn't think of. Lan Paje, Co-founder and CEO, Stream According to Stream, you can create a website to promote your virtual event and make money with tip donations or by charging people for entry to the event. This is the easiest way for event organizers to live-stream the event with just one click. The company is still taking baby steps and growing quite well. The issue that Stream facing right now is uninvited guest appearances to the live events. According to the company, Zoom is lacking a security solution and preventing Zoombombers. Otter Otter is again a silicon valley based startup by a team of industry veterans who have working experience of development and technology in mobile, search, speech, and data analytics in leading technology companies. Otter.ai offers a real-time voice transcript of conversations in a meeting. During the COVID-19 pandemic, the company has seen growth in its customer base and launched some new features. Earlier users would get the transcription after an hour or two after the meeting is wrapped. But with the recent partnership with Zoom, it offers real-time transcription and recording of a live video conference. The feature is available on the Zoom app and can be used on desktop or mobiles. Once the meeting is wrapped, you can refer back to the transcript and highlight the important part of the long conversation. Additionally, you can also add comments and photos to meeting notes. It offers security to group conversations giving each user a separate user ID and then group members can also highlight edit, and share notes with others. The software is usable for work, schools, and daily life. With Otter.ai, transcription as long as 600 minutes is offered for free. It also offers paid plans with additional features that help to make your meetings more reliable. Otter usage has been increased 5X with Zoom meeting over a few weeks of April and the company has observed new more sign-ups of students and employees working from home. Addressing increased use of generating rich notes with Otter’s AI-powered assistant, Sam Liang conveys the importance of Otter where everyone can search, play, edit, and share conversations on all devices. Virtual meetings have skyrocketed during the COVID-19 outbreak as organizations recognize that high-quality voice meeting notes are a critical tool for employee productivity when collaborating within an office or in any virtual meeting. Sam Liang, CEO, Otter.ai By April 2020, Otter has transcribed more than 25 million meetings and has raised $23 million in funding from NTT DOCOMO, GGV Capital, Slow Ventures, Horizon Ventures, and others. It seems Zoom is changing how remote working employees communicate and in the future, it might become a strong business tool. Growth of the video conferencing application pointing to more businesses built based on it. Isn’t that a way to go?

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Spotlight

George P Johnson Experience Marketing

GPJ is the world's leading experience marketing agency. We create great ideas and bring them to life through integrated experiential programs that leverage digital, mobile and physical brand activations. Our worldwide office network enables leading brands to create and accelerate relationships with customers, employees, partners, media and other influencers. GPJ is part of Project: WorldWide, the leading independent engagement marketing solutions network (www.project.com). Follow GPJ at https://twitter.com/GPJExpMktg.

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