GA4 Advanced Segments, Audiences, and Comparisons
GA4 Advanced Segments, Audiences, and Comparisons are three ways to group your visitors, sessions, and events in Google Analytics data and find deeper insights. These three features are somewhat similar in their functionality while are also different. In this post, I am going to clarify what these three features are, how they are similar or different from others, and when you use them. Comparisons in GA4The comparison feature in Google Analytics (GA4) allows you to compare one subset of your data with other subsets. This feature is available on top of most of the standard reports. Those who are familiar with the Segments or Advanced Segments feature of Google Analytics will find this feature similar. However, this feature is very limited in nature and can't be considered "Advanced Segment". You can read about this feature in detail at Comparisons in Google Analytics 4 (GA4). Use Comparisons, when you want to quickly compare your data from past data. Segments in GA4A segment is a subset of your data. In GA4 segment allows you to narrow down and focus on a group of users or sessions based on common attributes and conditions. This feature is only available in Exploration, Segments can not be used in standard reports while Comparison is available for comparing charts and various metrics in Standard Reports. Comparison on the other hand can't be used in Exploration. Just like Comparison, segments look at the users in past sessions so are retroactive. Read GA4 Segments Explained for more details on Segments. Use segments when you want to drill deeper into your data explore it in detail.
Audiences in GA4GA4 Audiences are groups of users based on common attributes, behaviors, etc. You can create an Audience using dimensions, metrics, and events to include any subset of users that makes sense for your business. In this post, you will learn about the GA4 audience so that you can start to create and use them with confidence. Segments can not be used in standard reports while Audience can be used in standard reports by including them in Comparison as comparison criteria. The audience is not retroactive, which means the Audience starts to accumulate users from the moment you build it. Audiences can be used to build comparisons and also target and retarget users using Google Ads. Read GA4 Audiences; How to create, edit, archive, and use Custom Audience to learn more about Audiences. Use Audiences when you are going to target your users on Google Ads and do some quick comparisons.
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via Blogger http://samanthasmeyers.blogspot.com/2021/10/ga4-advanced-segments-audiences-and.html October 23, 2021 at 08:20AM
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3 Simple Landing Page Tweaks to Help Boost Your Sales
You know the drill: You build a quick landing page and start promoting it. The leads start rolling in, but there’s a problem: None of ’em are turning into paying customers. They’re just sitting there, waiting. Sounds familiar? You’re not alone. Too many businesses throw quick landing pages together, thinking only about the immediate next step (say, generating leads). They often don’t think about the most important thing: How the landing page impacts sales conversions further down the line. This often causes a pipeline of unqualified leads that wastes your time, energy, and—worst of all—money. What if there was a way you could improve not just the conversion rate of your landing page, but the overall sales conversion rate as well? Guess what? There is! By following the three steps outlined in this post, you’ll build more trust with your prospects before they even reach your sales team, making sure your leads not only convert but also turn into paying customers. 1. Use Your Copy to Pre-Qualify TrafficHere’s a question almost every marketer asks: “How much should we spend per lead?” And although this question is well-intentioned, it misses a key point. Cost-per-lead is a very important metric and it’s one you should track carefully, but you shouldn’t seek to always generate the most leads at the lowest cost. Lead generation is a see-saw. You need to balance both lead quality with lead quantity. There’s really no benefit in generating cheap leads if they’re unqualified. Doing so is just a waste of your sales team’s resources. And this is where your landing page steps in. You can use it to filter out unqualified leads before they ever enter your sales ecosystem. You can do this in two ways:
This is a great example from Membership Academy, where they clearly call out who the membership is for and who it isn’t for. Whichever way you decide to do it, there are typically four things you want to clarify with prospects before they contact you. It makes up the acronym BANT:
When you’re building your landing page, make sure you address each of these points in your copy to ensure only the right people are making it through to your sales team. 2. Include Imagery of Yourself, Your Team, or Your OfficeThe more you can do to build trust with a prospective customer before you ever speak to them, the better. This is even more important with service providers where there’s typically more of a 1:1 connection with customers. Take healthcare, for example. It’s an industry where an enormous amount of trust is required. Typically you’ll run an ad campaign directing people to a landing page where they can fill out a “complimentary consultation” form. From there, the office will call them to book their in-person consultation. One of the biggest roadblocks for a funnel such as this is that people will fill out the form but won’t answer their phone when the office calls. After coming across this problem multiple times, it was time to do some research. It turns out people are nervous. They’re nervous about coming into a health practice without first knowing more about the practice, the team, and the service they signed up for. They sign up in the heat of the moment, then get the classic “buyer’s remorse.” (Or, y’know, “buyer’s jitters.”) To remedy this problem, make sure to add photos of yourself, your team, or even your office space to your landing pages. By doing this, the visitor gets to see who they’re dealing with and (in the case of a health practice) where they’ll be visiting. UK-based gym Faultless Fitness is a perfect example of this. They approached us looking for support with their advertising and landing page conversion rate. They told us their target audience wasn’t necessarily “gym-goers” and that they wanted to cater to a wider demographic (i.e., people that hadn’t ever stepped into a gym before).With this in mind, we wanted to include pictures of the gym, personal trainers, and other members working out on the landing page. This way, people could see that the gym wasn’t a scary place and that it was a fun, sociable environment. By simply adding pictures like this, we saw the landing page conversion rate increase from 4% to 11%—a 275% conversion rate boost! Tip: Do you know the average conversion rate for your industry? You can find out in the 2021 Conversion Benchmark Report. 3. Link to an Informative Confirmation PageThe confirmation page (the page someone lands on after the landing page) is the most underutilized piece of real estate on the internet. Once someone has signed up for the offer on your landing page, they should be redirected to a confirmation page that does two things:
You’d be surprised at how many people sign up for things without realizing what they’ve done. The confirmation page is the perfect place to reinforce the action they’ve just taken, making clear that they’ve signed up for your offer. You can also use the page to reiterate the benefits of having filled out your form. By doing this, they’re much more likely to actually pay attention to the thing they’ve signed up for. Once you’ve confirmed the transaction, it leads you perfectly into introducing the next step. When someone has signed up for your offer, they’re in a state of intent. They’re actively trying to solve a problem—and if you don’t give them the opportunity to take the next step, you’re missing out on an opportunity. Here’s another example from Faultless Fitness. The confirmation page offers success stories—so people have a chance to see what success might look like before they even get on the phone. Your next step might be to upsell them something, or it can even be as simple as “selling” the next step. If the next step is for your sales team to reach out, tell your customers on the confirmation page! Set up their expectations and you’ll increase the chance that they’ll show up. Bonus: Show Specific Social ProofI know, I know—I said there would be three tips. But you’ve read this far, so have another! Here’s the thing: Nobody likes to be a guinea pig. When people visit your landing page, they’re there because they’re intrigued by your offer. They believe you may help them solve a specific problem. The goal of the landing page is to tell people how and why you’re the right person or business to help them. One of the best ways to do this is by providing specific social proof showing you’re trusted by people like them that you’ve helped before. Videos work particularly well because they feel real. (However, be sure any videos are serving a key purpose on your landing pages, as they’ve been shown to have either a neutral or negative impact on conversions.) There are many ways you can add social proof to your landing pages, such as showing trust logos, social media support, reviews, ratings, testimonials, or case studies. If you can show social proof that is specific to the offer you’re making, that goes a long way. For example, if you’re a dentist and you’re trying to get people to sign up for your teeth whitening offer, share the stories of people who have used that service with you. Always Think Two Steps Ahead to Turn Those Conversions Into SalesRemember: When you create a landing page, don’t just think about the immediate next step—think about how the landing page can help you with the entire sales process. Your landing page is the first real impression people get of your brand. And as we all know: You only get one chance to make a first impression. So make it count! A great way to do this is by using Smart Traffic. It allows you to automatically serve your prospects with the landing page that’s most likely to convert ’em based on their unique attributes. This means you could try different variants of a landing page using the tips above, then turn on Smart Traffic and see which ones perform best. Via Marketing http://www.rssmix.com/via Blogger http://samanthasmeyers.blogspot.com/2021/10/3-simple-landing-page-tweaks-to-help.html October 21, 2021 at 05:20PM
Fearless Marketing: Meet the Small Team Selling Big Dreams
When done right, marketing can be about more than return on investment or brand metrics. It can inspire audiences, tell meaningful stories, and share valuable information with the world. When we talk about “marketing that moves,” global brands like Nike or Dove easily come to mind. Y’know, the big-scale campaigns that go viral, make you cry with their upbeat messages of hope and wonder, and are forwarded to you by your Aunt Annette 10 years after the fact? For small and midsize businesses (SMBs), marketing campaigns may be smaller—c’mon, who has the budget to advertise in the Superbowl?!— but there’s no reason they can’t pack the same punch. Great marketing campaigns stand out when brave marketers take chances and play by their own rules to get ahead in the game. And that’s exactly what the team at allWomen do. Unafraid to stay true to their mission, they boldly test and re-examine go-to tactics to create a truly unique marketing experience. Simply put, they bring Nike’s iconic slogan to life: They just do it. Meet allWomen—a Small Team with a Big MissionWhat’s in a mission statement? For many companies, it’s a drawn-out declaration painted in bold colors in their foyer. For Barcelona-based allWomen—an academy that upskills women in the workforce to take on and excel in tech positions--it’s something that fuels everything they do, from operations to marketing. It’s not lengthy or overly complicated. It’s simple and gets straight to the point:
With a goal like that, it’s pretty easy to root for allWomen—what kind of troll is against empowerment, right? But a great story doesn’t mean success is easy for the team. Looking at the LandscapeCurrently, only about 25% of tech jobs are held by women worldwide. Sounds like a big opportunity for talent-starved companies to recruit, right? Wrong. When it comes to increasing the number of women in tech roles, it’s a slow-burning candle. For example, female software engineers have increased by only 2% in the last *21 years*. And it’s not for lack of trying. It’s reported that 66% of women who enter tech fields find no clear career path going forward and often leave the industry entirely. With issues like pay gaps, gender discrimination and bias, and workplace harassment rife in the tech industries, it’s a tough sell. Then we’re not even mentioning an increasingly competitive continuing education industry—an added challenge since allWomen only speaks to about half of potential students as their competitors do. (They only speak to women, not all people—duh.) These obstacles only make allWomen’s results even more impressive. In just three years since opening its doors, the small startup has grown to 11 employees, 20 instructors, 280 graduates (with that number growing as we speak), and thousands of community members who join in their webinar series and networking events—with a global expansion currently in the works. Most importantly, 80% of students have been hired in their target positions. That’s in roles across data science, product management, web development, UX/UI design, and UX writing. Talk about a mission that’s more than just bold words on the walls! So, what’s the allWomen secret? How’d they grow from a small startup to a budding global player? It All Starts with CommunityBefore launching allWomen, CEO and co-founder Laura Fernandez Gimenez found herself living and breathing in Barcelona’s budding startup and tech network. Coming from a media background, she discovered a passion for building collaborative communities by joining a startup incubator, Makers of Barcelona—and eventually also running the organization. Entrenched in the startup, tech, and education sectors, Laura saw the gender gaps within the tech and startup industries, and the idea for allWomen came to life. “I always knew what the main ingredients were going to be from the start: education, community, feminism, and tech,” Laura explains. This notion of “community” is a golden thread that runs through the organization. To promote networking, women holding leadership positions in leading tech companies run courses as well as open-invite webinars that explore topics from feminism to salary negotiation. Community is also a key feature in their marketing lead gen efforts. Chief Marketing Officer Patricia Fernández Carrelo explains this is one of the big reasons why they don’t prioritize Google Ads or even SEO. “If you look at the strategies of other competitors, the tactics they are following and the campaigns they are creating are kind of the same, all of them,” Patricia explains.
Instead, the team gives most of their PPC budget to Facebook, Instagram, and LinkedIn, where they have more space to develop their message and speak with their audience rather than at them. “Community building works much better for us than just typical marketing acquisition strategies. And that’s why it defines our marketing strategy,” Patricia adds. How’s that for courageous marketing by daring to be different, hey? Small businesses like allWomen need to be creative to get a competitive edge against big players in their industries. allWomen does that by being courageous in their marketing and not being afraid to test trusted tactics. But testing takes time, and often small teams don’t have that kind of capacity. That’s where conversion intelligence steps in to help you stand out of the crowd. It’s about using the power of artificial intelligence to get more out of your marketing, with less effort. Powering Up with DesignIt’s also interesting to see how “community” shapes the allWomen sales funnel. “We have this marketing funnel, and when we contact or have contact with women, we have a high conversion rate,” Patricia says, “because once someone talks to our admissions department, they generally convert.” A trick to ensure prospects move forward through the funnel to meet with the admissions team is to design a targeted and relevant digital experience. “We’ve always tried to make design and usability allies of allWomen,” she adds.
What does this look like in practice? Let’s start with allWomen’s landing pages. Direct and to the point, right? It’s no accident. Patricia explains: “We always work to deliver all of the relevant information about our courses in the best way possible in terms of copy and content design.” This means testing different elements on course landing pages to see which ones perform best. For example, they create variants that include more or less information about the courses to see what leads more to users downloading the syllabus. They also try different angles of their value proposition by experimenting with messages—from the skills you’ll learn to career moves made possible by allWomen courses.
And that strategy works. allWomen’s landing page conversion rates sit between 16% and 52%. For the education sector, the median conversion rate is a meager 5.8%. Knockin’ it out of the park. Boom. Unleashing the power of design … to increase conversions?! What magic is this? Actually, the science checks out on this one. Here’s how you, too, can create a landing page without a designer that not only looks good—but converts better too. Experimenting Without FearA key differentiator in allWomen’s marketing strategy is an experimentation mindset—and not being afraid to re-examine trends that have been proven to work for other companies. Google Ads not doing the trick? No problem!
This can be a scary tactic, for sure. Ultimately it’s about focusing their efforts on channels that best connect with their target audience. Instead of having their already small team trying to do everything, they focus on what works. This doesn’t mean the team at allWomen only saddles up one proverbial pony, however, as they are constantly experimenting with new and different tactics. “You can’t get comfortable in one place. Because technology and digital is a super fast-moving environment, and what works for you today might not always be the best choice,” says Cristina Monclus, digital marketing specialist at allWomen. This includes bringing artificial intelligence into their marketing game. Using Smart Traffic, allWomen adds a second layer of relevance to campaigns, with the tool diverting traffic to the variant that’s most likely to convert. And to Patricia and the team, the proof is in the pudding. “We actually see an increase in conversion rate, which is really exciting,” she says.
Optimizing with AI—isn’t that like really hard? Actually, no. You don’t need a data scientist or software engineer on your team to get more conversions with the power of AI. Here’s how to get started. How to Embrace allWomen’s “Just Do It” MentalityWhat works for allWomen isn’t going to work for everyone. But that’s precisely the point. What makes their strategy so much fun—and successful—is the courage to test, try, and learn.
What does *your* future look like? Go make it happen. Via Marketing http://www.rssmix.com/via Blogger http://samanthasmeyers.blogspot.com/2021/10/fearless-marketing-meet-small-team.html October 18, 2021 at 06:20PM
What’s A Car Wash Gotta Do With AI-Powered Marketing?
We’ve all hand-washed our cars before (and regretted it), right? We get lured in by fond childhood memories of soaping up the family station wagon. (It’ll be so nostalgic—I’d always spray Dad with the hose!) And then we’re sold by the idea of saving a coupla bucks. (Twenty bucks for a car wash these days?! That’s robbery.) But then you gotta go round up all the right cleaning supplies. After three washes and rinses, you realize you’ve still missed several spots. You remember you have other household chores to do. You’re sweating. Gosh darn it—hand-washing a car is a lot more work than you remember! Let’s be real. Many of us are not professional car detailers. We don’t have the right tools, the process takes longer than expected, and the results are… subpar at best. After a life lesson like that, most people opt for an automatic car wash despite the $20 price tag. Why? It’s easier, it’s faster, and it gets you a cleaner car. (Money. Well. Spent.) If only there was something similar for doing all those time-consuming marketing tasks… Wait—there is. Marketing Needs to be Faster, Easier, and More EffectiveHow we think about marketing is similar to those childhood memories of washing cars. In theory, it can be a whole lot of fun. There are tons of opportunities to get your hands dirty, create killer content, and make a big impact on business growth. In theory. If you’re marketing a small business, you’re already up to your neck in tasks that are getting your hands dirty. In fact, you’ve probably developed some serious calluses. (The allure of being an artisan is long gone.) Whether it’s a lack of time, resources, or skills, there’s always something holding you back from assembling those marketing campaigns you’d hoped for: eye-catching, relevant campaigns that convert your target audience. Much like hand-washing your car, your expectations for your marketing campaigns are quite different from reality, aren’t they? That’s Right—You Can Market Your Business Like You Wash Your CarWhether we’re washing cars or marketing businesses, we want the same thing: an easier, faster way to get better results. Instead of operating all the brushes and hoses ourselves, automatic car washes allow us to sit back, relax, and watch all the moving parts rinse, clean, and polish our cars. In minutes, we can have a sparkling clean ride. That same effortlessness describes conversion intelligence—a new approach to marketing where you partner with AI to create those dazzling marketing campaigns you’ve always wanted. You’re still in the driver’s seat (you know your business more than anyone), but now you can kick back and have an AI team detailing your campaign for you—and trust that you’ll see more conversions in record time. The three-step conversion intelligence loop: Here’s how it worksSimilar to running your car through the car wash, adopting conversion intelligence involves a few steps. To convert your visitors, you need to know what content piques their interest and what kinda stuff they’ll glaze over. Traditionally, you’d be doing all the number-crunching yourself. But once you enter the conversion intelligence loop, you can hand over the baton to AI to sort through the data and tell you what’s relevant to your audience today. Much like the automated gadgets that wash your car, working with AI tools simply makes life easier. Powered by data, they can identify the online channels your audience uses, which designs and layouts catch their eye, and what words speak to them. With these insights on your side, you end up building high-converting campaigns right away. Yep, without the testing and guesswork, the whole building process is done in a fraction of the time. (These AI-powered teammates are probably the best backseat driver you’ll ever meet.) We don’t just wash our cars for aesthetics—it’s also to add longevity. Dirt, grime, and salt are natural enemies to your car’s paint. Optimization operates under the same logic. The whole point is to get more mileage out of your campaigns. (You know, more conversions.) Thing is, optimization tactics require a lot of effort and attention—and many small business marketers don’t have either of those. So they launch their campaigns and cross their fingers it’ll bring in conversions. Here’s where it’s different, though: you gotta rinse and repeatHold up—the automatic car wash ain’t a loop. You go in one end and out the other. When you leave the car wash and drive your car around town, it’ll eventually get dusty and dirty and go back to its previous condition, right? But when you run your campaigns through the conversion intelligence loop, it’ll never go back to its previous (worse) condition. Every time, you generate new personalized insights that’ll help you improve and refresh your campaigns. In other words, it can only get better. To return to the car wash metaphor, imagine a car wash that loops on itself and gets your car infinitely cleaner with each pass. Sounds pretty futuristic, eh? That’s because it is. Conversion intelligence is the future of marketing. What will separate top-performing campaigns from the average ones are marketers who leverage AI to learn more about their audiences and improve their content. With AI doing all the heavy lifting, how could you say no? “So Uh, Where Can I Run My Marketing Through This Loop?”Good question. When you’re looking for the best car washes in town, you usually Google it, right? Try searching up “conversion intelligence” and see what pops up. (C’maaan, humor me.) In other words, there are no prerequisites to get started. You don’t need training or marketing certifications to use our tools. They’re simple and straightforward—and they’ll keep you from being left behind in a competitive landscape.
Let’s meet your new AI-powered companions, shall we? Meet The Unbounce Conversion Intelligence PlatformIf you know us, you probably know us as a landing page builder. While we still offer Classic Unbounce with our original drag-and-drop builder, we realized landing pages are not enough for small businesses to rev up their marketing and drive results—which is why we launched the Unbounce Conversion Intelligence Platform. With so much juicy conversion data in our back pocket, we decided to put it to good use and build a suite of AI-powered products to support your marketing. From the moment you enter the conversion intelligence loop, they’re there to help you learn, build, and optimize. Each product plays a role in optimizing your campaign—just like the different brushes and cleaning agents do in an automatic car wash. While the plan is to continually evolve and grow our platform, here are a few tools you can start working with today. Build your highest-converting landing pages with Smart BuilderBuilding landing pages definitely gets the creative juices flowing. From picking images to writing headlines and CTAs, the options are endless. But that’s also why it’s tricky. With so many possible variations for copy, design, and layout, how can you truly know which combination will score the most clicks? That’s where Smart Builder can help. And all you gotta do to get started is answer a few questions:
Once you provide some information on your industry and campaign needs, Smart Builder uses proprietary conversion data to design a pre-optimized layout that’s most likely to convert your target audience. Then, as you plug in your content, it’ll continue to provide personalized recommendations to boost your chances of conversion—like suggesting alternative headlines based on high-converting copy in your industry. You’re still the one putting the pieces together, just like when you run a car through a car wash—but you skip the hours of guesswork if you were to do it on your own. Write on-brand copy for all your content needs with Smart CopyNo matter your copywriting skills, everyone faces writer’s block—and a nasty bout of it can really set you back in your (already) busy schedule. Especially if you’re tackling all the content marketing on your own. You need to write copy for the website, landing pages, emails, ads, blogs, social media captions, press releases, and a whole lot more. That’s a ton of writing on your plate (my hand’s cramping just thinking about it), which means there’s little time to get stuck on a sentence or idea. As you build and optimize your marketing campaigns, Smart Copy is truly there every step of the way. It can help you brainstorm ideas, expand on or remix content, and write original content. Deliver relevant marketing experiences with Smart TrafficCreating and delivering relevant marketing experiences are essential for grabbing your audience’s attention—but it’s hard to do it (and do it well). Why? Because your audience’s needs and behaviors are diverse and constantly changing. (That moment when you finally get the hang of Instagram marketing, and then you find out your customers prefer TikTok. Ugh.) To keep up a finger on the pulse, marketers traditionally have two choices:
But that’s a lot of work with a lot of room for error. Unless you’re referring to a study written last week or you have a knack for data analytics, your campaign runs the risk of being outdated. When you have to do everything yourself, you constantly feel one step behind. How? It reads your visitors’ attributes, such as geographic location, traffic channel, and device. So you can create variants that target visitors from different locations, devices, and traffic channels—and trust that Smart Traffic will route ‘em to the right page. And as your audience evolves, it’ll automatically pick up on these changes—so your marketing will never go out of style. (Bring on “the TikTok.”) For Small Businesses, This is Your One-Stop-Shop for Better MarketingSure, there will always be marketers that want to spearhead all the tasks themselves—just like there are folks who prefer to hand wash their cars. But for most of us, there’s simply not enough time in a day to do either of those things. An automatic car wash is faster, easier, and gets you a cleaner car. You’ve got all the soap, water, wax, spinning brushes, and blasts of hot air you need to clean your car in minutes. Best of all, conversion intelligence is an ongoing process that keeps delivering better and better results. Oh, you just broke a record for your conversion rate? Put it through the loop again and see what happens. Via Marketing http://www.rssmix.com/via Blogger http://samanthasmeyers.blogspot.com/2021/10/whats-car-wash-gotta-do-with-ai-powered.html October 15, 2021 at 03:20AM
5 Google Analytics 4 (GA4) posts that you must read
Google Analytics 4 also know as GA4 is in news for the past year. Here are some Google Analytics 4 blog posts that will help you demystify this new tool from Google. 18 Key Benefits of Google Analytics 4
If you are wondering what are the benefits of Google Analytics 4(widely know as GA4) then this post is for you. Read more...
When you create a new Google Analytics property it is automatically created in GA4, this post shows you how you can create it in the old version. Read more...
GA4 can send data to BiGQuery without any 3rd party tools. Learn how to enable that data transfer in this post. Read more...
The intent of this post is to highlight a few things about Google Analytics 4 without going into the details. Read more...
Should You Upgrade to Google Analytics 4 (GA4)
Well GA4 is all new, this post answers if you should upgrade or not. Read more...
Learn More about GA4Optizent Academy memberships’ sole focus is to develop data-driven marketers and digital analysts. No matter which stage of your knowledge and career you are at, we have courses and training options for you. Visit https://academy.optizent.com/courses/membership to learn more about Optizent Academy. Optizent Academy Membership provides
GA4 Consulting ServicesContact Us to learn about our consulting services and how we can help your organization. Get the Book version of this post at https://academy.optizent.com/f/30-things-to-know-about-google-analytics-4 via Blogger http://samanthasmeyers.blogspot.com/2021/10/5-google-analytics-4-ga4-posts-that-you.html October 06, 2021 at 12:20PM
How to Write A Landing Page: Slang, Emojis, and Memes—Oh My!
Imagine this: You go to a swanky cocktail party with the top names in your industry. There’s live jazz music and waiters going around with fancy hors d’oeuvres. Dressed to the nines, you sidle up to a professional acquaintance and show them a dog picture on your phone. You proclaim, “Look at that heckin’ chonkerino!” The pianist stops playing. Someone drops their mini cup of caviar. Everyone stares. Casual language and memes are fun to use, but you’ve gotta know when and where to use them. They can work for landing pages, but only for the right type of audience and with the right execution. When you do stick the landing, you’ll deliver one-of-a-kind landing page copy. We’re here to help you learn how to line up your audience and brand voices and use popular elements of casual language in your landing page. Read on to set yourself up to create fun landing pages that resonate with your visitors. Matching Your Audience and Brand VoicesBefore you try adding casual language to your landing pages, it’s essential to evaluate how much of it you should use with your brand and audience. You need to think about your audience and brand’s voices, then figure out how you want to match ‘em. How does your audience speak?Language is a powerful tool for relating to your audience. You can gain a lot of trust by mimicking the language they use in their speech and writing. So before you try any new language styles or tones of voice on your landing page, you’ve gotta have thorough audience research on hand. Your customers’ demographics, interests, and survey responses say a lot about the language that’ll work for them. For example, you have a higher chance of succeeding with meme-speak if you have a younger audience. How does your brand speak?While your audience might speak one way, it might be ideal for your brand to speak another way. It all depends on how you want to position yourself compared to your customer. Do you want your audience to see you as a friend or coach? In some cases, you need to choose more authoritative language to build trust with your customers, even if they wouldn’t use those words themselves. For example, the Unbounce Conversion Benchmark Report found that agency customers prefer complicated language because it shows authority. On the other hand, the same report also saw legal landing pages perform better when using more straightforward and down-to-earth language. It all comes down to making decisions based on a strong foundation of audience and industry research—whether it’s ours or your own. For more guidance, you can also check out your brand voice guide if you have one. If you don’t, you should at least sit down and ask yourself questions like:
Elements That Affect Your Landing Page’s ToneNow that you understand how casual you want to be on your landing page, think about the ways these elements affect how it’s perceived: Jargon (or lack thereof)Jargon is language that only makes sense within a niche or industry. Best practices suggest cutting jargon in landing page copy. This rule especially applies when you’re shooting for a casual tone. You see, jargon puts you at the risk of alienating visitors. Unless you’re in a business-to-business (B2B) industry, you’ll want to minimize or define jargon wherever you can to keep your landing page casual. Look how Wealthsimple makes investing sound simple by avoiding jargon: Investments are complicated stuff, but Wealthsimple explains the process in one line: “Get rich slow.” That phrase makes it feel like the brand is speaking on your level, implying that they’ll work with you side-by-side. Slang and informal languageSlang is informal language used outside of standard definitions and speech. When you use it alongside informal language, you can create conversational, relatable copy. But, informal language and slang can also backfire if you don’t use them well. If you want to try informal language on your landing page, don’t type a single character unless you know its meaning inside and out. One common example of misused slang is “Netflix and chill.” While the original phrase has sexual connotations, many brands combine their product names with “and chill,” leading to unfortunate results. You should also stay away from informal language if you’re covering a serious topic. It should go without saying, but you’d be surprised to see how often it happens. Here’s an example of informal language done well from a Mooala landing page headline: The headline, “BANANAMILK. It’s a Thing.” uses informal language to acknowledge that, hey, banana milk’s a weird concept, but Mooala’s happy to sit down with you and explain. They poke a little fun at themselves, lowering their audience’s defenses. SwearingSwearing can be a powerful marketing tool, but you’ve gotta make sure you’re working with the right industry and audience. While cuss words used to be utterly taboo in marketing, you’ll see them in the wild a lot more frequently nowadays. Heck, some brands use them in their names, like Big Ass Fans. When you use swear words with the right people, you could increase your chance of conversions. A study by Gong found that sales professionals swear on 20% of their buyer calls and that those calls had a higher chance of closing sales. So, should you use cuss words in your landing page copy? Check out whether other companies in your niche are swearing, look at the language your audience uses, and go from there. If you decide to try it out, start small and adjust according to your audience’s reaction. This landing page for a Telegram sticker pack uses a (censored) swear word off the bat. Its audience—developers—and industry—tech—are both pretty casual and open to swearing, so it works. EmojiYou might think emojis are too casual for a business landing page, but it turns out these little characters have a place in the professional world. About three-fifths of emoji users say they use them at work. So, you have room to use them, too—but, as always, you need to consider how they’ll come across. If you decide to use emojis on your landing page, you’ll want to make sure all of your visitors feel included. Try to use emojis one at a time and sparingly, so they don’t crowd a screen reader’s content. Show a diverse range of skin tones and experiences in your emojis if you plan on using any that look like people. Keep in mind that emojis have different meanings across cultures, too. For example, Western folks connect the flying money emoji () to wealth, but in Japan, that emoji means you’re *losing* money. This Flowmagic landing page ends each of its feature headers with an emoji. This careful use of emoji adds a casual tone to the page without feeling overwhelming: GIFs and memesAre you looking for more visuals to break up your copy? You could try adding a GIF or a meme to make your landing page more fun and relatable. Consider these factors when deciding to get your meme on:
Does Your Brand Wear Jeans or Slacks?What kind of casual language should your brand use on landing pages? The answer depends on your industry, audience, and marketing goals--there’s no definitive answer. Only strong research and a little experimentation will show you the way. Since most brands have more than one audience segment, it can also help to create landing page variants with different tones of voice. Try using a tool like Smart Traffic to direct visitors to variants that match their preferences. Via Marketing http://www.rssmix.com/via Blogger http://samanthasmeyers.blogspot.com/2021/09/how-to-write-landing-page-slang-emojis_29.html September 30, 2021 at 12:20PM
How to Write A Landing Page: Slang, Emojis, and Memes—Oh My!
Imagine this: You go to a swanky cocktail party with the top names in your industry. There’s live jazz music and waiters going around with fancy hors d’oeuvres. Dressed to the nines, you sidle up to a professional acquaintance and show them a dog picture on your phone. You proclaim, “Look at that heckin’ chonkerino!” The pianist stops playing. Someone drops their mini cup of caviar. Everyone stares. Casual language and memes are fun to use, but you’ve gotta know when and where to use them. They can work for landing pages, but only for the right type of audience and with the right execution. When you do stick the landing, you’ll deliver one-of-a-kind landing page copy. We’re here to help you learn how to line up your audience and brand voices and use popular elements of casual language in your landing page. Read on to set yourself up to create fun landing pages that resonate with your visitors. Matching Your Audience and Brand VoicesBefore you try adding casual language to your landing pages, it’s essential to evaluate how much of it you should use with your brand and audience. You need to think about your audience and brand’s voices, then figure out how you want to match ‘em. How does your audience speak?Language is a powerful tool for relating to your audience. You can gain a lot of trust by mimicking the language they use in their speech and writing. So before you try any new language styles or tones of voice on your landing page, you’ve gotta have thorough audience research on hand. Your customers’ demographics, interests, and survey responses say a lot about the language that’ll work for them. For example, you have a higher chance of succeeding with meme-speak if you have a younger audience. How does your brand speak?While your audience might speak one way, it might be ideal for your brand to speak another way. It all depends on how you want to position yourself compared to your customer. Do you want your audience to see you as a friend or coach? In some cases, you need to choose more authoritative language to build trust with your customers, even if they wouldn’t use those words themselves. For example, the Unbounce Conversion Benchmark Report found that agency customers prefer complicated language because it shows authority. On the other hand, the same report also saw legal landing pages perform better when using more straightforward and down-to-earth language. It all comes down to making decisions based on a strong foundation of audience and industry research—whether it’s ours or your own. For more guidance, you can also check out your brand voice guide if you have one. If you don’t, you should at least sit down and ask yourself questions like:
Elements That Affect Your Landing Page’s ToneNow that you understand how casual you want to be on your landing page, think about the ways these elements affect how it’s perceived: Jargon (or lack thereof)Jargon is language that only makes sense within a niche or industry. Best practices suggest cutting jargon in landing page copy. This rule especially applies when you’re shooting for a casual tone. You see, jargon puts you at the risk of alienating visitors. Unless you’re in a business-to-business (B2B) industry, you’ll want to minimize or define jargon wherever you can to keep your landing page casual. Look how Wealthsimple makes investing sound simple by avoiding jargon: Investments are complicated stuff, but Wealthsimple explains the process in one line: “Get rich slow.” That phrase makes it feel like the brand is speaking on your level, implying that they’ll work with you side-by-side. Slang and informal languageSlang is informal language used outside of standard definitions and speech. When you use it alongside informal language, you can create conversational, relatable copy. But, informal language and slang can also backfire if you don’t use them well. If you want to try informal language on your landing page, don’t type a single character unless you know its meaning inside and out. One common example of misused slang is “Netflix and chill.” While the original phrase has sexual connotations, many brands combine their product names with “and chill,” leading to unfortunate results. You should also stay away from informal language if you’re covering a serious topic. It should go without saying, but you’d be surprised to see how often it happens. Here’s an example of informal language done well from a Mooala landing page headline: The headline, “BANANAMILK. It’s a Thing.” uses informal language to acknowledge that, hey, banana milk’s a weird concept, but Mooala’s happy to sit down with you and explain. They poke a little fun at themselves, lowering their audience’s defenses. SwearingSwearing can be a powerful marketing tool, but you’ve gotta make sure you’re working with the right industry and audience. While cuss words used to be utterly taboo in marketing, you’ll see them in the wild a lot more frequently nowadays. Heck, some brands use them in their names, like Big Ass Fans. When you use swear words with the right people, you could increase your chance of conversions. A study by Gong found that sales professionals swear on 20% of their buyer calls and that those calls had a higher chance of closing sales. So, should you use cuss words in your landing page copy? Check out whether other companies in your niche are swearing, look at the language your audience uses, and go from there. If you decide to try it out, start small and adjust according to your audience’s reaction. This landing page for a Telegram sticker pack uses a (censored) swear word off the bat. Its audience—developers—and industry—tech—are both pretty casual and open to swearing, so it works. EmojiYou might think emojis are too casual for a business landing page, but it turns out these little characters have a place in the professional world. About three-fifths of emoji users say they use them at work. So, you have room to use them, too—but, as always, you need to consider how they’ll come across. If you decide to use emojis on your landing page, you’ll want to make sure all of your visitors feel included. Try to use emojis one at a time and sparingly, so they don’t crowd a screen reader’s content. Show a diverse range of skin tones and experiences in your emojis if you plan on using any that look like people. Keep in mind that emojis have different meanings across cultures, too. For example, Western folks connect the flying money emoji () to wealth, but in Japan, that emoji means you’re *losing* money. This Flowmagic landing page ends each of its feature headers with an emoji. This careful use of emoji adds a casual tone to the page without feeling overwhelming: GIFs and memesAre you looking for more visuals to break up your copy? You could try adding a GIF or a meme to make your landing page more fun and relatable. Consider these factors when deciding to get your meme on:
Does Your Brand Wear Jeans or Slacks?What kind of casual language should your brand use on landing pages? The answer depends on your industry, audience, and marketing goals--there’s no definitive answer. Only strong research and a little experimentation will show you the way. Since most brands have more than one audience segment, it can also help to create landing page variants with different tones of voice. Try using a tool like Smart Traffic to direct visitors to variants that match their preferences. Via Marketing http://www.rssmix.com/via Blogger http://samanthasmeyers.blogspot.com/2021/09/how-to-write-landing-page-slang-emojis.html September 30, 2021 at 10:20AM
Unbounce Conversion Intelligence™️ Platform: Meet Your New (AI-Powered) Marketing Team
As online competition intensifies and consumer expectations continue to evolve, Unbounce’s latest innovation is a crucial part of the company’s aggressive ambitions: To help small and midsize businesses (SMBs) optimize their marketing with AI marketing insights traditionally designed for large corporations. The Unbounce Conversion Intelligence Platform expands the company’s offerings beyond landing pages to meet the needs of SMBs aiming to level up their growth. The platform pairs a marketer’s intelligence with machine learning to increase the conversion rates of marketing campaigns at every touchpoint. Composed of a suite of smart solutions, including Smart Builder, Smart Traffic, and the newly launched AI copywriting assistant, Smart Copy, the new platform provides the fastest way to increase visitor conversions using conversion intelligence—a disruptive new approach to marketing. “Since opening our doors more than 10 years ago as an innovator in landing page software, Unbounce has existed to help small businesses grow smarter by making access to essential digital marketing tools easy,” said Tamara Grominsky, chief strategy officer of Unbounce. “However, today, we’re seeing small businesses falling behind while large enterprises with big budgets are dominating the competitive landscape. “Conversion Intelligence allows marketers, with limited budgets and teams, to pair their own expertise with data-powered AI insights to create and optimize the highest-converting campaigns possible. It’s simple: Marketers who aren’t embracing this new approach are going to be left behind.” Conversion Intelligence: The New Era of MarketingBy leveraging Unbounce’s Conversion Intelligence Platform, small business marketers can pair their creative know-how with machine learning to effortlessly create relevance, improve conversion rates, and understand where to best spend their time for optimal impact. A game-changer for solopreneurs and marketers alike, the platform provides the fastest way to increase visitor conversions through the following conversion intelligence solutions:
“The Unbounce Smart Copy solution inspires me. It’s like brainstorming with a room full of people, but it’s just me and my AI copywriting ‘assistant,'” said Sebastiaan Hooft, founder of Redesign Records. “Without Smart Copy, I would be spending an extra four hours a day crafting copy—precious time that I’d rather spend on building my brand and business. Now, I can say so-long to writers’ block and be confident in the quality and performance of my content.” A Solution for Time-Strapped, Budget-Constrained SMBsToday’s small business owners face limited time, ad budgets, and marketing expertise to reach audiences in the hyper-accelerated digital landscape; research demonstrates that 47% of small business owners run marketing entirely on their own and inevitably end up wearing too many hats. With Unbounce as a core part of their marketing team, small businesses have been able to increase success without a new budget, improve conversion rates across all segments, and increase the confidence needed to grow their business while reducing the need for a designer, copywriter, or Conversion Rate Optimization (CRO) expert. “For many SMB marketers, taking on marketing efforts while trying to grow the business on limited budgets is a daunting and seemingly impossible task,” said Jonathan Naccache, founder of Webistry. “The changing digital landscape means that one-size-fits-all and traditional marketing no longer yield results and small businesses like myself need to create meaningful marketing experiences that drive conversions to survive. “With Unbounce, we‘ve been able to grow our customers, better understand and reach their target audience, and keep pace with the changing digital landscape.” via Blogger http://samanthasmeyers.blogspot.com/2021/09/unbounce-conversion-intelligence.html September 28, 2021 at 07:20PM
How to Optimize Landing Pages to Maximize Pay-Per-Call Conversions
It’s the middle of the night and all of a sudden: drip, drip, drip… You wipe your face and peer through the darkness at the ceiling. Uh-oh, something’s leaking up there. Like most people, you reach for your smartphone and search for a plumber that would be available to help at this ungodly hour. Scroll, tap, and voilà: There’s a landing page for 24/7 plumbing in your area with a CTA to dial the number right away. In the olden days, you’d likely look up the number in the phone book (a phone what?). Now, people turn to their mobile devices as soon as they have a problem that needs solving or a question that needs answering. We all know there’s nothing more reassuring than hearing a human voice at the other end of the line. And that’s why optimizing your landing pages for pay-per-call advertising campaigns is crucial in this digital landscape. Why Pay-Per-Call Ad Campaigns Are Critical in the Mobile AgePay-per-call ad campaigns are the holy grail of mobile online marketing. They’re what every marketer dreams about and strives for. Why? Because today 56.75% of all web traffic originates from a smartphone, a device that can make a direct phone call to your business with the single tap of a call to action button. It’s never been easier to generate high-quality leads with virtually no friction. Consider this:
Why Are Landing Pages Important for Pay-Per-Call CampaignsA landing page is the first thing your potential customer will see after they click on your pay-per-call ad. To be effective, your page needs to become an extension of your ad by:
What Should You Include in Your Pay-Per-Call Landing Page Design?When it comes to pay-per-call landing page design, you need to use a less is more approach. Your job is to persuade your prospect to call you without making them fall into a rabbit hole of unnecessary information. Don’t sell your business by showing endless feature lists and a company backgrounder. Instead, build a bridge of trust by reflecting their needs and presenting your solution in a way that makes them feel you’re the white knight that’ll come to their rescue. To this effect, your pay-per-call landing page design needs to include:
Examples of Pay-Per-Call Landing PagesThe proof is in the pudding, as they say, so let’s look at a few pay-per-call landing page examples and discuss their key elements. 1. Health and wellnessAs you can see, the choice of a forest hero shot evokes a sense of grounding and peace, which is what someone in need of the services of a drug rehab center is looking for. The messaging encourages without being forceful, emphasizing confidentiality coupled with free advice. Most importantly, the call to action is clear and tells you exactly what to do when you call (“Press 2”), yet it uses a subdued tone that complements the color palette of the background. 2. Home servicesHere’s a landing page in response to a search for an “affordable weekend plumber.” Cost is key in the messaging to counter the expectation that a weekend plumbing call is going to be a lot more expensive than a regular business hours call. This landing page’s job is to convey the message that even though they operate 24/7/365, they’re still affordable. To make this even clearer, the call to action button stresses that there will be no charge to get an estimate for the work. Finally, the hero shot shows an expert’s hand and tools to instill trust and peace of mind—meaning that no matter how dire the plumbing emergency might be, the prospect shouldn’t worry (because things will get better soon). 3. LegalThis is a landing page for a legal firm specializing in food poisoning personal injury claims. The focus here is to get top compensation for their clients, a key expectation for these types of calls. They clearly point out the fact that clients are not expected to have any out-of-pocket expenses whatsoever and that all services will be offered on a contingency basis. They also stress their 24/7 availability, because food poisoning cases often occur after hours and they want to make sure their prospects know they’ll be available when the incident happens, so they can advise them what to do while the iron is hot. The call to action is clean and the message makes it clear how to navigate the firm’s phone answering choices since personal injury law firms handle many different types of cases. Finally, the hero shot reflects the predicament of the victim, signaling empathy towards their situation. Want to Optimize Your Pay-Per-Call Landing Pages? We’re Here to HelpWhen it comes to optimizing your landing pages to maximize pay-per-call conversions, you always need to make sure that the job of your page is not to “sell” your services, but to become the natural solution to your prospect’s pain points. All your design choices, from the color palette to call-to-action buttons to hero images, must be chosen to reflect the needs and hopes of your prospect. The same goes for your messaging: Empathy drives conversions. The more your prospect identifies with your messaging and feels that you truly understand them, the more they’ll feel comfortable taking action and making that call. Try Smart Builder to create and optimize variants of your landing pages, and watch your pay-per-call conversions get the boost they deserve. Via Marketing http://www.rssmix.com/via Blogger http://samanthasmeyers.blogspot.com/2021/09/how-to-optimize-landing-pages-to.html September 23, 2021 at 04:20PM
How To Optimize Your Landing Page For Better PPC
As you may have heard, Pay-Per-Click (PPC) is a competitive game. PPC is a method of digital advertising in which you aim to get your ads to rank as the highest result displayed for user searches, and you, as the advertiser, pay a fee each time it’s clicked. This means that when a user types in words related to your business, your customized ad will be the first result they see--sometimes. Thousands of businesses are willing to spend unbelievable amounts of money to rank at the top of search engine results pages (SERP) and in the most relevant places for their users around the web. In 2019, small businesses spent between $9,000 and $10,000 per month on PPC, with Google making an average of $116.5 billion in revenue from Google Ads alone the year before. So, yeah—businesses bid high numbers to play. But that doesn’t mean you can’t play too. The key to maximizing your return on ad spend (ROAS) is to be highly strategic in your audience targeting, keyword usage, and landing page design. We’re here to show you how to get the best bang for your buck by cleaning up your Pay-Per-Click (PPC) strategy. (Pssssst … Do you have a specific PPC-related question? Hop straight to it here :)
1. How Do Paid Ads Work, Anyway?Think of your paid ad as an internet detective. Each platform varies in how you can create your ad sets, but one thing remains the same: There are two ad formats to choose from once you and your team set your campaign goals: display and search. DisplayDisplay ads rely on graphic formats to catch user attention, build brand awareness, and guide users to your site. They’re shown based on specific audience targeting criteria such as demographics, interests, or retargeting events and show up in images and video. Across social platforms like Facebook, Instagram, Twitter, LinkedIn, and Youtube, standard placements for display ads are:
SearchSearch ads are a wordsmith’s dream. These ad formats rely on short, impactful copy that sends the right message and captures user intent. This is where knowing your audience well will pay off—literally. These ads appear at the top of the SERP. Aside from the above or below search results on Google search, through the Google Search Network, your ads can appear beside, above, or below search results on Google Play, the Shopping tab, Google Images, Google Maps, and the Maps app. If your budget doesn’t allow for a high bid (or you don’t feel it’s the best use of your budget), then you’ll need to be extra clear on the keywords you use. Tip: Take a look at your competitors’ performance by typing in a keyword you might share. Take note of where their ads and other pages land on the first search results page and use that insight to determine how you can differentiate your copy/offering. FYI: Search ads can increase brand awareness by as much as 80%. RetargetingYou can use retargeting ads in both display and search formats on the same platforms you launch your PPC campaigns from (i.e, Google, Facebook, Youtube, Bing, LinkedIn). Retargeting leverages past engagements with your brand to show consumers ads to re-engage them. For example, when you’re shopping online and leave a website before purchasing the items in your cart, the brand receives an “abandoned cart” notice. If they have retargeting ads in place, you’ll notice reminders to revisit their website through: Email messages Retargeting ads allow you to finish the job and turn prospects into leads. You have lots of flexibility when it comes to paid advertising. However, knowing what role you want it to play in your marketing strategy can be the difference between dollars gained and dollars wasted. 2. The Role of PPC in Marketing StrategiesPPC advertising is an efficient way to find ideal customers that would otherwise be difficult to find. After all, you can’t be in all places at once. As the name implies, purchase intent is when a consumer shows signs of being ready to buy a product or service. A general ad about your business is unlikely to get the conversions you’re hoping for. PPC provides an opportunity to create a sense of urgency by addressing the specific problem your ideal customer is seeking to solve. To create an effective PPC campaign, you need to decide what your ultimate goal is. Think about what messaging resonates with your audience most. Your goal here is to have your ad illustrate your style and expertise in a compact package. Is it increasing sales? 3. Why Your PPC Ad Needs a Dedicated Landing PageLook, you can create the most quintessential display ad, craft the most impeccable search ad, and kick your feet up expecting the traffic to roll in like a runaway train—but you’ll only see tumbleweeds if you don’t optimize the post-click. Post-click marketing is the practice of engaging with potential customers after they click on your business’s PPC ad. Think of it as your typical marketing funnel. The first click achieves awareness and proves user interest. The next stage is where decisions get made. Imagine seeing an ad like this: And being sent here: It’s a beautiful homepage, but as a user—you’re lost. You clicked that ad for one thing only: home extensions. But that homepage requires you to navigate the site to find what you’re looking for. While it wouldn’t be that hard to find, it’s more clicks and content for your brain to consider while browsing. When optimizing your post-click strategy, your goal is to limit distractions and bring the user to the exact destination implied by your ad. This is called message matching and, for PPC marketers, conversions are made and lost on the accuracy of this strategy. That’s why Facet’s ad brings users to the page below instead of their home page. On average, 52% of B2B PPC ads point to their homepage instead of a landing page. Using our landing page analyzer, Unbounce found that dedicated landing pages converted 65% higher than website pages. Personalized, targeted, and relevant landing pages play a huge part in determining whether your PPC ads convert as intended. With each campaign you create, you should also consider how to customize the landing page it leads to. Your PPC ad and landing page need to work together like Batman and Robin to achieve your goals. But there are a host of variables you need to consider to make that happen. 4. A Step-By-Step Guide to Optimizing Your Post-Click StrategyCopyInstead of starting from a blank slate when creating copy for a new ad, why not remix the content from your landing page? It’s a tall order to jam all the relevant information from your landing page into a headline and a 90-character description that’ll get users past the first click. But when you prioritize message match and focus on being clear rather than clever, you’ll find that your headline almost writes itself! The agitator: The goal here is to highlight a pain point for your target audience and provide an alternative solution that they’re unlikely to have considered (i.e., your differentiator). You’ll want to use this strategy as a play on your key search term. The listings lab: Show your target audience you know exactly who they are by both highlighting a pain point and naming their demographic. Example: “Stuck at Six Figures in Your Real Estate Business?” The headline speaks directly to the ideal customer. In this case: real estate professionals looking to grow their business. Marketers need to master a suite of different skills to be effective, but they all boil down to understanding how to manage user expectations. It doesn’t mean that your PPC ad needs to be a carbon copy of the copy on your landing page (though, when in doubt, that wouldn’t be the worst option). You can diversify your copy while still keeping it clear, creative, and connected. You can use a hierarchy system to leverage the use of your keywords. For example, if you’re advertising a “contactless payment system,” you can leverage keywords associated with that same theme, such as:
By adding terms like “best” or “buy,” your keywords are now directly tied to active buyers in comparing and contrasting solutions in the purchase stage of their search. Just a tip here: 65% of traffic to this type of keyword comes from paid clicks compared to 35% of organic results. If you don’t feel 100% confident with your first draft of ad copy, don’t hesitate to experiment with different combinations--as long as your copy mirrors what’s on your post-click landing page. You’ll know you’ve found the right fit for your PPC ad when the copy includes three components vital to your campaign’s success: A compelling tagline: We already touched on headlines, which hold the highest importance for your ad, but your headline and tagline shouldn’t always be the same. Your tagline is a short, memorable phrase that demonstrates the vision behind your offer. A clear and strong CTA: Your main goal with your landing page is to get your users to take a specific action. Sometimes, marketers fall into the trap of “selling mode” and neglect the need for a refined call to action focused on the product or service’s value to the end user. Yes, technically, they’re telling the user to take a specific action. But that’s just it—they’re telling as opposed to guiding. Urgency: Listen, there are billions of search entries per day, which means that you need to compete for your audience’s attention. Tip: Writing conversion-focused copy can take more time than you think. You need to research your customers and their past purchase behaviors, test different copy combinations, and create high-quality content quickly to remain competitive. ImageryYour post-click landing page is the user’s first impression of your brand—so you have to be looking your best. There are endless theories out there regarding what colors and images you should use on your landing page to bring you closer to converting visitors. Before relying on those “best practices” to provide the results you’re looking for, you should always, always, always let your copy inform your use of imagery. One way to get started is to make sure the header on your post-click landing page matches the keywords and/or CTAs used in your PPC ad. Let’s use the Deel payroll search ad as an example. Take a look at their post-click landing page: The landing page doesn’t imply Deel will do the payroll for you (as they state in their headline). However, the keywords “world,” “work,” and “international” all work in tandem with the image of the young employee dressed in casual clothing, wearing a backpack, and smiling. As a B2B company, Deel is less likely to be targeting the persona shown in this image. However, research has shown that visitors respond best to landing pages with realistic, human imagery instead of stock images. Instead of using the header of this post-click landing page to feature a picture of a hiring manager, Deel creatively uses the image of a satisfied employee (the woman looks ecstatic) able to work remotely from anywhere in the world. So, here are some questions to consider when choosing imagery based on the keywords used in your PPC copy:
Also, keep in mind that social proof and testimonials can be your best friend. Word of mouth recommendations from industry friends carries a lot of weight in the B2B world. About 97% of B2B customers stated that testimonials and peer recommendations are the type of content they rely on most. Business is changing these days, and people are much more skilled at judging the authenticity of a brand from their landing page imagery, clientele, and presence online. You can also optimize your landing page to feature images of the product your customers enjoyed the most or had questions about. SegmentationCreating personalized experiences for different segments of your audience is no easy feat. More companies started using an account-based marketing (ABM) approach for this very reason—but even ABM marketers admit that personalizing their strategy is their biggest challenge due to the complexity of scaling campaigns without losing that effect. Demographic data alone won’t cut it. You’ll need to know more about your audience segments than just their age, where they live, and how much money they make. Your PPC ad will perform better when you use segmentation to target different keyword variations, locations, personas, and events. Making audience research a continuous process will help inform the details you’ll need for your PPC ads.
Then you have all the data you need to personalize your PPC ads. On top of targeting demographic data like age, location, and gender, it also helps to consider the psychographic data of each of your audience segments. Understanding the habits of your ideal customers allows you to take advantage of time targeting. Let’s not beat around the bush: PPC campaigns can get expensive quickly. By monitoring the conversion and performance data day by day and comparing it to previous weeks, you’ll be able to spot times of peak engagement that occur on specific days within a defined time frame. It’s a technique called dayparting. You can use the technique to optimize your PPC campaigns and control your ad spend by serving ads at those specific peak times. Psychographic data can help you with your ad scheduling and assist you in creating variant post-click landing pages that convert visitors. You want to be that overeager friend in the group that asks all the questions: → What are their working hours? This way, you can segment your PPC targeting by topics, interests, and life events. With Google’s broad match keyword targeting, the keywords in your PPC campaign can show up beside related topics that don’t contain your keyword. Broad match keyword targeting can help you find audiences you may not have considered and give you insight into how you can optimize your search terms if you’d like to make them more refined. But that ad spend will pile up quickly if you have a broad target with no way of narrowing down your audience. The key to saving your ad spend is to use negative keywords in conjunction with your primary keyword terms and phrases. You can continue with your long-tail keyword “low-carb diet plan” while excluding the common search term “diet” so you won’t serve your ad to general audiences. Once you find the proper targeting parameters for your various audience segments, you need to make sure that to maintain your personalized message on your post-click landing page. You can create various post-click landing pages by simply adding a few thoughtful edits to your original creation. Let’s continue with the low-carb diet plan idea:
Creating variants may take more time, but your audience will be far more likely to respond to an offer that shows an intimate understanding of their situation. Page structure, design & hierarchyOnce a user lands on your post-click landing page, the heat is on. This is the consideration stage at which that visitor either becomes a customer or chooses to leave your site. Tip: Keep in mind that site bounces aren’t always a bad thing. Of course, we always want visitors to convert, but that’s not realistic for most first-time visitors. Learn how to leverage remarketing here, so you never lose touch with a potential customer. You have two main goals with your post-click landing page: Advertisements above the fold have about 73% more viewability than CTAs below the fold. If your site visitor needs more convincing, then they’ll scroll down for supporting info. But make sure your main message is prominent on your page. It also helps to have data on the device your target audience uses most frequently to browse online. For example, heat mapping shows how users navigate your page, including where they click and how far they scroll. In July 2021, a study found that 49.71 percent of total web visits come via mobile, compared to 50.29 percent from desktops. Even if the ratio favors desktop over mobile, optimizing the mobile user experience (UX) is still good practice. If you follow the law of visual hierarchy, you increase your chances of getting your visitor to convert. Users will spend an average of 6 seconds above the fold on your post-click landing page. You’ll want to make sure you’re as clear as possible, that you sustain the excitement from the PPC ad, and that there are no interruptions. Speaking of interruptions, don’t do this: Even if your newsletter has thousands of subscribers and you feel that any interested page visitor could benefit from it, now is not the time. This brings us to the length of the forms you might be hosting on your post-click landing page. First, you’ll need to confirm what type of information is critical for this step of the signup process and whether you need new leads or higher-quality leads. If you need new leads, short and straightforward forms make the best first impression. You just need to make sure you have enough information to contact these new leads.
If you deem it necessary, you can also ask for their job function and the company they work for. But for locking in new leads, this form shouldn’t exceed five questions. In the B2B world, you’ll often need to sift through hundreds of forms to segment higher-quality leads. You’ll want to make sure the people filling your forms can pay for your offer and are confident in your solution. For longer forms, it’s common to ask questions like:
Again, knowing your audience segments will help you create the right forms for the right clientele. Tip: B2B doesn’t have to be boring. The colors, images, and graphics on your forms have a big influence on that last click. We’re not saying, “Grab a CSS expert and go wild!” Use the styling of your landing page forms to stay aligned with the personality of your audience segments. Oh, and don’t be afraid of white space. Having a bit of white space around your forms increases its readability. Using a tool like Hotjar across different pages you’ve published can help you understand how your audience navigates content. This practice of heat mapping shows you how visitors interact with individual website pages, where they get stuck, and what elements they spend the most time on to optimize your landing pages based on real-time interaction data. That’s one step closer to working smarter instead of harder if you ask us. Streamlining your strategyOnce you make sure your landing page and PPC ad copy are in complete alignment, it’s time to set some goals and get into campaign mode. Throughout this guide, we’ve been talking as if you’re selling a product or service. In truth, we don’t know what your goal is. Copy, segmentation, and page design are the tools you’ll need to make that happen. And once it does, there are a few metrics that will matter more than others. These include:
Here’s a simple formula to calculate CPA: ad spend ÷ number of actions taken. You don’t want to wait for this number to get high and out of control before optimizing your campaign, so improving your CPA and making the most of your marketing budget is essential. Put It All Together and What Do You Get?A dedicated landing page for your PPC ads (rather than just a generic homepage) enables you to streamline content and reduce friction along the path to purchase. Cha-ching. With this guide, you can rest assured that, regardless of the format you choose for your PPC campaign, your post-click landing pages will be ready to go. Remember why your PPC ads need a dedicated landing page: 1. To align to the user. To achieve those goals, you’ll need to focus on a combination of copy, imagery, page design/structure, and audience targeting. It may sound like a lot, but it’s all about connecting the dots. Make sure you keep your messaging consistent, and you’ll be well on your way to optimizing a post-click landing page that delivers better results in your PPC campaign. If you need help testing out variants of your landing page, try Smart Traffic and let machine learning speed up your results to get the best conversion rates possible. Via Marketing http://www.rssmix.com/via Blogger http://samanthasmeyers.blogspot.com/2021/09/how-to-optimize-your-landing-page-for.html September 16, 2021 at 05:20PM |