Remarketing is one of the strongest conversion tactics in digital marketing today.

By using artificial intelligence technology, search engines such as Google and Bing allow companies to serve display advertising or standard text ads to previous visitors of their websites.

The key word in digital remarketing advertising is relevance.

Both Google and Bing offer a plethora of options when it comes to digital remarketing. Here are 10 types of remarketing you can do on their networks.

Five remarketing tips

Google video remarketing

More and more of today’s digital display advertising is done through video, and this feature allows you to take advantage of that medium.

Google Ads will allow you to serve ads to people who have visited your YouTube channel or other videos you have.

Google email list remarketing

If you have a list of customer’s email, you have to utilize these emails to remarket to them.

As a custom audience upload email lists to Google Ads, you can offer these potential customers advertisements whenever they signed into their Gmail, YouTube or Google search accounts – you need to make it sure that you are not using your previous converters.

Display different product categories

To showcase various categories of products, make a remarketing list for every product category where the URL for every list includes the category name.

Create relevance between your ads & audience

With image ads, you need to create something suitable for your audience.

With text ads, you have the chance to utilize audiences to change the text dynamically in the ad in order to talk to the prospects.

Generic ads are not good to all of the work that you have put into segmenting and understanding your audience.

Bing remarketing in paid search

Through remarketing in paid search, you can build lists and optimize campaigns for specific audiences that have visited your site before.

The remarketing lists you create will put previous site visitors into buckets based on what action you want to take.

Short conclusion

Harness the opportunity to target those who have already inquired about your product or service and just didn’t make a purchase or complete a conversion.

Improving test performance really isn’t rock science. Improving test performance is actually very achievable, if you’ll simply practice the basic study strategies listed below.

While applying one or two of the study strategies will definitely improve your performance, practicing all of the strategies from the first day of class will result in much better academic and test performance.

Start small

The standard recommendation when starting out is to perform a simple split test whereby you create a variant of an existing page and change only one element (e.g. a benefit statement, call to action text, hero image).

This exposes you and your stakeholders to all the different activities involved with testing, while still offering the potential to achieve meaningful results.

Avoid too many simoultaneous tests

Once you start to see the value of testing, it is not uncommon for excitement to become a key factor in decision making.

This can often result in multiple tests running simultaneously, which means that tests may interact with each other. This can make analysis and deriving confident conclusions difficult.

The key is to avoid conflicts – situations where a test in one area could impact the performance of a test in another area.

Document your testing strategy

We always recommend that you document your testing strategy (or any strategy for that matter). This helps to establish and continually affirm that everyone is working towards a shared goal.

Use a testing scorecard

Testing ideas often come from multiple sources, and this is especially true once you are able to demonstrate the value of your online experiments.

We recommend developing a scorecard to determine the priority of different test ideas.

Develop a knowledge sharing process

To keep stakeholders supporting testing activities, it is useful to establish a process to share the results of tests. This can include:

• Internal email summaries sharing test results
• A repository that houses all testing activities and outcomes
• Retroactive meetings to discuss what went well and what needs improvement

Measure your testing performance

This does not refer to measuring test results, instead it relates to how to measure your company’s testing activities. Example metrics for measuring a team’s performance include:

• Velocity – How many tests are launched within a specific time period?
• Turnaround – How long does it take to launch a test once a hypothesis has been determined?
• Impact – What percentage of your tests resulted in a positive difference being observed?

Short conclusion

No matter which platform you are using; is it Facebook, Google Ads or something else you can implement these strategies to your ads.

Tracking is the best thing – and sometimes the hardest thing – about marketing.

If you can get the tracking for your marketing to work, you’ll know exactly where and how your marketing drives business. Get tracking wrong…and several things go awry:

• You’ll look bad.
• Your marketing budget may get cut.
• You won’t know whether your hard work is paying off or not.

What is Google Ads call tracking?

Google Ads call tracking is a type of conversion tracking that shows you how many prospective customers called your business after seeing or clicking one of your PPC placements.

How does it work?

Google Ads call tracking has two main functions:

1. Tracking calls that are made to a Google forwarding number, which is displayed in a call extension ad
2. Tracking calls through dynamic number insertion on your website, where a unique tracking number is swapped in for each site visitor

Why you need this for your businesses?

Understand why phone leads matter

Lead generation campaigns for complex and expensive transactions are more likely to generate a greater telephone response.

These include purchasing a financial services product, booking a holiday, hiring a tradesman, or even buying a car, so it’s crucial to track this component of your marketing accurately.

Determine your true ROI

If you provide a phone number on your destination website and receive telephone sales or leads, then it’s highly likely that a number of your conversions don’t appear in your AdWords reports.

This leaves you with a gaping hole in your ROI measurement. Implementing PPC call tracking helps you accurately determine the ROI for specific campaigns.

Spend your money better

PPC advertising doesn’t come cheap. You might be paying through the nose for relevant keywords that are in high demand, but do you really know how they’re performing?

Are those leads converting, or are the ads just generating traffic?

Take control of your conversion tracking

Integrating your call tracking data with Google Analytics means that you can add the critical missing telephone data piece to your marketing analytics puzzle, gaining crucial insight into how website visitors and callers find your business.

Short conclusion

Click-to-call ads convert at nearly ten times the rate of regular PPC clicks. That alone is cause enough to try them.

And now that call tracking for PPC has gotten so much easier, there’s even more reason to give click-to-call ads a try.

Google officially announced a broad core update. The update rolled out yesterday on Monday June 3^rd, 2019.

The announcement was made via the official Twitter account, Google SearchLiaison.

What to do with broad core algorithm update?

Google’s official guidance is to do nothing.

Many publishers and search marketing professionals may find that advice less than acceptable. But it is good advice.

Here are some things to consider:

1. Google’s official guidance is that there is nothing to fix.
2. Google Updates sometimes take a week to ten days to bounce around. So it’s best to wait before forming conclusions about what happened.
3. Google’s Broad Core Updates do not target specific niches. Google’s John Mueller confirmed that the badly-named “Medic” update was not targeting health related sites.  That makes sense for a broad core algorithm update.  The definition of broad is something that has a wide scope. Anyone who says a broad core update is targeting a niche is likely mistaken.
4. Google’s broad core updates can be said to be about relevance. Site quality always remains important. But it’s never been the sole focus of the algorithm. It’s important to keep in mind that this is a broad core algorithm update, not just a “site quality” update.
5. When trying to figure out why your site is no longer ranking well, don’t approach it from the point of finding what to fix. Instead, it may be more helpful to ask yourself why your site might not be viewed by Google as relevant anymore.
6. Sometimes it’s more productive to wonder less about what’s wrong with your site. It could be more productive to consider what’s more relevant about the sites that are ranking better.

Short conclusion

We will keep track of what the community is saying about this update. Are you excited or scared because of Google announcement?

Source: https://www.searchenginejournal.com/google-june-broad-core-update/310659/#close

Chatbots have become an important part of the e-commerce shopping experience. They answer questions, provide information, and help customers along in their buying journey.

Though they may never replace human beings entirely, they are central to many e-commerce-related interactions.

Because they can be everpresent, chatbots are vital for keeping customers and potential customers engaged with a brand.

Chatbots offer personalized content automation

Chatbots run off of artificial intelligence technology, so they have the smart technology needed to compile data, analyze it, and then make informed decisions based off it.

When interacting with customers, this technology allows a chatbot to recommend content to customers based off of previous conversations, purchase histories, and other buying trends, totally unique to the individual customer.

Bots will become even more human-like

The secret is natural language programming, or NLP. The NLP is a special sort of programming that allows the bot to respond in complete sentences that flow naturally.

Using more specific dialects and allowing for pauses or small sounds puts the customer at ease in the idea that they’re talking to another person. The NLP effectively makes customer service easier for everyone involved.

What makes a good chatbot

The chatbots that work best are those that are essentially human-like, and for that reason companies should hold their chatbots to the standards that apply to their human employees.

Chatbots also need to be able to remember past interactions with a particular customer and provide customized, relevant service.

Ultimately, the best chatbots are those that produce the most positive outcomes from their interactions with customers.

Short conclusion

As technology improves and natural language and artificial intelligence capabilities increase, chatbots are likely to become more indistinguishable from humans.

There will continue to be increasing interactions between humans and bots, particularly on the back end, as human employees refine their chatbot counterparts to be more human-like.

PPC and SEO have historically been seen as separate siloes, no matter how much we are trying to think of the opposite.

We often see large companies struggle to promote synergies between departments which ultimately impacts knowledge sharing in the industry. However, one thing should be really clear:

Online customers do not care what frictions may exist between different teams in your company, all they want is a seamless, simple user experience.

PPC and SEO, in general, are both looking to increase the viewership of your company, but for smaller businesses, it can be quite tricky to combine all these approaches effectively.

Small businesses struggles

For young businesses, it is important to rapidly build up your reputation and audience. SEO and PPC are great ways to gain visibility and successful strategies can rapidly increase your visibility.

Combining well-targeted PPC adverts while ranking highly on those same keywords means that you are providing two access routes for users and creating a sense of authority around your company.

So now you have the users, it’s now time to start converting.

Make the best use of your PPC dana

Pay attention to ad text that perform especially well. Repurpose this into SEO-friendly content to get the most out of it.

For instance, use your best PPC texts in the meta description tags for your website. Another idea is to track your highest CTRs for content network ads, to see which topics are most popular.

Develop these ideas into new topics for blog posts or articles to attract more organic traffic.

Return visitors back to your website

Even if your SEO efforts have already paid dividends and made your website rank higher, it is still too early to celebrate.

Potential leads can quickly change their minds, and they may leave your website for a variety of reasons. They may want to compare your product and prices with those offered on other sites, and it may be difficult to get them to return.

It is much easier for the user to click on the ad than to search for the desirable goods again.

Combine your SEO and PPC tactics to encourage visitors to go back to your website and complete their purchase.

Does SEO affect PPC, or does PPC affect SEO?

One of the first questions asked by those new to PPC or SEO is “can my PPC ads affect my site’s SEO?” or “can my SEO affect my PPC ads?”

Technically, the answer is no—having PPC ads can’t affect your site’s ranking, and your site’s ranking can’t affect your ads.

Short conclusion

Some marketers still think of SEO and PPC strategies as completely separate entities. This is especially common among young search marketers and small businesses, whose marketing campaigns often have unclear goals.

Keep in mind that both SEO and PPC are constantly adapting to changes in the Google algorithms. That is how they help websites meet the new requirements and maintain their high positions.

If you are planning on hiring a new PPC agency, I am sure you are wondering what can you expect from them.

Do you even know if the person you hired is telling you the truth about your campaign’s performance?

Do you know what he is doing to your AdWords account? I bet you’ve asked yourself these questions over and over again.

Here are some questions you can ask your new PPC agency or the one you are already working with:

What successes have you had with your clients?

What matters more is your company’s goals and online business model. If you’re a software-as-a-service, ask for subscription examples.

E-commerce sites should seek online sales successes. Brick-and-mortar businesses should look for local business case studies. Content and video channels should ask for traffic growth reports.

Can I speak with one of your clients?

Definitely ask for customer references, and take the time to contact them. Any PPC agency that is hesitant to share references should be viewed with some suspicion.

If no one will attest to how happy they are with the agency’s performance, you likely won’t be able to, either.

How do you determine your prices?

Agencies rely on different pricing models. Some agencies charge a percentage of your advertising fees.

Some charge hourly rates or monthly retainer fees. Others might consider performance-based payments. Sometimes it’s a combination.

Who will be responsible for my account?

Without client interaction, an agency’s account manager liaises between you and the person creating and optimizing your campaigns.

The client-facing manager acts more like a salesperson or administrative assistant. He might only have a cursory grasp of PPC and can’t answer specific questions.

This causes communication to break down between the client, account manager, and freelancer.

Short conclusion

Clients have many options when looking for help with their PPC accounts. They can build bigger in-house teams or hire one of thousands of agencies.

Hopefully knowing a bit more about what goes on in the minds of advertisers who went the route of hiring an agency will help you be more successful in landing new clients and keeping your existing ones happy.

The relationship between social media and SEO isn’t at all clear cut… but it does exist, and it can help you rank better if you understand it.

Social media marketers and SEOs should work together, and not separately as it is in the most companies.

Is social media ranking factor and does it boost my rankings?

No.

According to Google, social media is NOT a direct SEO ranking factor.

But, there’s plenty of evidence that social signals such as likes and shares ARE related to your ranking somehow.

When most people ask the above question what they likely have in mind is one of two possible effects:

• The links in social posts send ranking signals to the pages to which they link.
• The amount of social mentions and/or engagement for a content piece or a brand is a search ranking factor.

Social mentions/engagements&SEO

First, it is highly unlikely that the major search engines currently use mentions or amount of engagement around a brand or piece of content as a direct ranking signal.

Years ago they may have experimented with it, but all indications point that such experiments have been abandoned.

More importantly, it is difficult for a search engine to reliably assess the authority of a given post, or even a social profile.

Create content that’s worth linking to

Instead of producing more of the same on your blog, focus on creating content that’s more informational and less salesy.

Maybe it’s a tutorial helping readers to do something, a collection of useful tips, a well-designed infographic, or something else that people will want to share with their audience.

Simply having a couple of really good in-depth blog posts, or some interesting and useful data, can give you the opportunities to get not only lots of shares but also links from influential websites.

Don’t focus only on followers

It’s easy to get stuck on the number of followers that you have. Perhaps you want to hit the 100,000-follower mark, but will it actually do anything for you? No. Google doesn’t care about your follower count or fans.

You can also see who shares your content, and reach out to these people if they have blogs that can benefit your SEO in some way. Content shares can tell you if your content is impactful or not.

Short conclusion

But first, if your business is big enough to have separate people (or even teams) working on search and social, do everything you can to get them working cooperatively.

Almost all social networks, and certainly all the major ones, nofollow all external links. So these links pass no SEO equity to the target pages.

Branded campaigns can help increase awareness to your product and services and capture the demand generated by your upper funnel campaigns.

Through the process of Brand Building, you can help strengthen your brand and enhance the performance of your campaign.

What is Brand Building?

Brand building is the process of building a strong identity by setting your brand apart from your competitors and ensuring customers can recall your product or service.

Brand differentiation

If you have multiple competitors appearing in the search landscape under your brand name, it’s important to differentiate your brand from your competitions.

You can increase trust and recognition to potential customers by controlling your messaging in your creative and your landing page.

If your company has won any awards, now is not the time to be modest. Show it off! Add the badge to your landing page and to your copy.

Positioning yourself as an industry leader will help customers recall your brand later down the customer journey.

Awareness and Engagement

After you’ve found the right message that helps distinguish your brand, the next step is to build awareness and engagement to your business.

You can easily do this through the Google AdWords networks, programmatic, social and YouTube campaigns.

These platforms make it easy to target your ideal audience based on interests, websites they’ve visited, retargeting users when they reach different paths in the customer journey.

Keep track of your reputation

Customers seek out the pros and cons of different brands before supporting them. Though your efforts to gain their trust are strong, a few negative remarks could be enough to drive them away.

Use location targeting

More brands are putting extra effort into their personalization efforts, and chances are, your brand is already implementing a similar strategy. But, have you considered adding some personalization to your PPC ad copy?

Divide target audience into groups you want to personalize. Next, create ads based on those groups’ preferences.

Since the ads are location-based, consumers from other parts of the country or the world will not see the same content as those from New York. It’s an easy way to make your ad appear more relevant to the user.

Short conclusion

PPC is a great platform for brand-building. Not only does it empower you to shape your brand’s story, it exposes large audiences to your message on-demand.

Pay-per-click (PPC) advertising on search engines is the best form of advertising for attracting targeted leads and ready-to-purchase customers.

Businesses that perfect their approach to PPC advertising grow like crazy. On the other hand, most new advertisers struggle with PPC marketing.

How to manage PPC campaigns

Never run campaign without understanding your or client business goals

Make sure that you fully understand the client’s business, products, services and target audience.

Make sure that your clearly defined goals (branding, conversions, leads) for your PPC campaigns. Without goals there can be no strategy and without any strategy you are not optimizing.

Structure your account correctly

t is important to structure your account is a way that is easy to manage. If you have a couple of campaigns then that’s not an issue but as you expand your reach and create more campaigns, the account needs to have a proper structure.

Create campaigns matching your site structure / products – This is basic but important. Your account structure should ‘replicate’ the structure of your website as much as possible.

Start with a low budget and increase gradually

Don’t allocate the max of your daily budget from day 1. Start with a low budget and then increase that gradually depending on how your campaigns perform.

Use negative keywords

Losing money on clicks that are not related to your products or services is a total waste of money.

Negative keywords are a very powerful tool to make sure that your ads are only shown for the keywords that matter for your business.

For example, if you are don’t offer any products or services for free, you can add the keyword +free as a negative, to exclude all search terms that include the word free.

 Never trust Google blindly

In fact, never trust any PPC platform blindly – Your interests, and theirs are not the same.

Taking a skeptical approach to Google’s motives will force you look at your PPC account settings before launching, to make sure they align with your goals.

Short conclusion

Don’t set it and forget it – manage your PPC accounts diligently!

Daily diligence doesn’t mean you have to be logged-into AdWords 24/7. But it does mean you need to be checking your data, analyzing your reports, and making prompt adjustments when you see problems.