Welcome back to the Million Dollar Case Study: Europe. If you are just joining now, make sure you go back and check out all of the good stuff that's happened so far. If you are looking to launch a product in Europe (or anywhere for that matter), the good news is that this a totally free educational resource that will guide you through the whole process. Today's session recap is going to focus on creating a unique Amazon product listing, and Amazon listing optimization! I have also been including homework, templates and downloadables every week to make this even easier for you to get involved and launch your own physical products business. This does require a several hours of dedicated work, but it's entirely manageable, especially if you keep your ambitions and end-goal in mind. Want to free up your time? Replace your salary? Travel more? You can do that and more by building a successful Amazon business – I believe in you! Sample #1 Preview I already have one sample which is pretty nice (pictured left with Greg as a model). It's warm, the size is good and the drawstring hood is great. But there are a few ... Read More
As marketers, we know the challenge of ensuring sales reps follow and use best practices processes, sales playbooks, and marketing content we painstakingly created. Without the right technology, sales leaders and marketing teams may face a range of alignment issues, such as lack of visibility into which outbound messages, cadence, and tactics work or don’t work.
That’s where a sales engagement solution comes in. A great sales engagement application enables reps to engage with customers with the right message, at the right time, at every stage of the buyer journey—through digitized playbooks, multi-touch campaigns, a mix of personalization and automation, and rich analytics.
So, if you just got a sales engagement solution, or are considering getting one for your sales organization, how do you begin rolling it out to your reps?
Your sales engagement program is only as strong as your strategy and partnerships behind the implementation. At its core, a successful rollout relies on a tight partnership between sales and marketing.
Here are 5 steps to successfully roll out a sales engagement solution:
1. Engage Your Key Stakeholders
Following Marketo’s recent acquisition of industry-leading sales platform ToutApp, our marketing team recently went through this process ourselves to implement ToutApp in partnership with our SDR team and came out with a myriad of great learnings and best practices. From the start, I made a list of internal stakeholders that might touch the sales engagement program to ensure all needs and perspectives are accounted for. Then I invited everyone for a project kick-off meeting to discuss the timeline, roles, and responsibilities.
For your project kick-off meeting, I’d suggest including the following stakeholders:
2. Map Your Sales Journey and Touchpoints
Whether you’re replacing a sales engagement platform or setting one up for the first time, this is your chance to start anew. Start with an audit—dust off your sales playbook, review your sales process, and get feedback from sales leadership. Gather all existing email templates and examine them critically. Check that your messaging and content are up to date and reflective of your go-to-market strategy.
With information from your audit, you’re now ready to visualize your playbook. Use a digital sales playbook framework to map out your sales process gates and internal and external content to each sales stage. This provides a clear view on any content gaps or areas that need updating. As always, meet with your stakeholders to review and agree on the framework once it’s laid out.
3. Collaborate on Email Campaigns and Templates
A common mistake marketers make is developing email templates in a silo. Ask your top reps to send you examples of their most successful emails. Then plan a couple rounds of feedback from SDR managers and reps to make sure emails are relevant and useful. This will eliminate typical issues, such as emails that are too long or contain too much “marketing-speak.” Finally, don’t just “set it and forget it.” Using the analytics available in your tool, revisit your templates every few weeks with sales leadership to optimize messaging, subject lines, and content to improve performance over time.
4. Create a Scalable Structure and Taxonomy
Be sure to choose a sales engagement solution that can scale with your team and campaigns. Developing a clear folder structure and taxonomy will keep your instance organized in the long run and make it easy for reps to find and share templates. Create template categories based on key sales plays: inbound, outbound, industry, competitive, persona, events, and more. Here is an example taxonomy:
Outbound—Tech Hardware, etc.
5. Jointly Launch Your Sales Engagement Solution in a Sales Training
With your sales leadership, collaborate on the training agenda and delegate equal speaking parts between sales and marketing. Prior to the training, assign pre-work so each rep has access to the tool and the right CRM and email permissions. An interactive training helps reps follow along as you walk them through using templates, launching campaigns, and best practices.
Aligning on a sales engagement tool is an important element in a true sales and marketing partnership. Through consistent and effective engagement with prospects and customers, both marketing and sales organizations can work together to drive more pipeline and hit revenue targets.
If you have any tips on deploying a sales engagement tool, we’d love to hear from you! Share your best practices.
If you’re interested in leveraging ToutApp for your own organization, reach out here to speak with one of our sales experts.
In AdWords, I have found that conservative bid adjustment work best for most settings within the account. For device, location, and ad schedule I will usually use minor positive bid adjustments +5-10% and usually stronger negative adjustments -15-50%. There is one area of the account where I have found that higher bid adjustments are really effective. Over the years, I have learned to go easy with many of the automated settings to avoid wasteful spending. However, the RLSA adjustments are the one exception to this rule.
In several of my accounts, we have gradually increased the RLSA bids and now some of my accounts have positive modifiers between 60 – 300%. The account goals are often taking into consideration when we are bidding this aggressively. Usually I like to start with a lower RLSA bid modifier and continue to make bid increases based on performance.
If you have not added RLSA Audiences to your campaigns or Adgroups, now is the time to start. If you have already added them to your campaigns or adgroups, you may want to check the performance and determine if you should start increasing your bids. The holidays are just around the corner and this is an excellent time to start thinking about fine tuning your RLSA audiences. Also, don’t forget that you can also add RLSA audiences in Bing.
One account, increasing the RLSA bids between 80 -100% improve their conversion volume and their revenue. In this account, their conversion volume improved significantly MoM. The $128 CPL is lower than the account average and we saw a 250% increase in volume. The Similar audience list was also added and the CPL was higher than the account average, but this audience also produced an additional $7,654 in revenue.
Similar Audiences vs RLSA Audiences
Similar Audiences make up a list of users that exhibit behaviors that are similar to your website audience. Adwords system has determined that this audience is more likely to convert. It is important to keep in mind that these users have not interacted with your website. You may want to start out with conservative bids and monitor the performance of this audience regularly.
RLSA (Remarketing List for Search Ads) audiences are made up of people who have already visited your website and are still performing searches for related keywords.This activity indicates that they are still in market or have re-entered the market. This audience is similar to Remarketing for Display except that it is designed for the Search Network.
These audience lists can also be added to your Shopping campaign and we have found they improved conversions for one client by 115% for one audience list and 23% for previous converters. Not only can you potentially recapture missed opportunties, but by targeting a list of previous converters who are returning to the marketplace.
One of the most common errors is in selecting the wrong targeting setting. If you are adding an RLSA audience to an existing campaign, you will want to set it as Bid Only. This means you will want to show if customers are searching for products/keywords and also appear for searchers in this audience lists. If you set it as Target and Bid, you are telling Adwords to display for only the searches within this audience list.
In the New Adwords Experience, to further confuse the issue, they have renamed these as Targeting and Observation. Targeting was formerly known as Target and Bid. Observation was formerly known as Bid Only to Observation. Although the word ‘Observation’ seems to imply no action, this is the setting most advertisers will want to select. Observation is also the recommended option to select.
Target and Bid (Targeting)
One reason you might want to use Target and Bid (Targeting) is when you create a separate RLSA campaign and want to target broad terms and only appear for customers who have visited your website. This type of campaign would allow you create different ad creative for this client. For example, you could use this option for customers who have not made a purchase and are still searching and offer them a promotional offer. This may be an excellent option for the holidays to catch those last minute shoppers.
You can use Adwords or Analytics to build out your audience lists. In Analytics you will be able to create more robust audiences. You can setup highly targeted audiences, depending on the amount of website traffic.
Here are some audience list ideas:
How to add RLSA Audiences:
Hopefully this has given you something to think about for this holiday season. Perhaps RLSAs will give you the opportunity to capture some additional conversions or revenue. Happy selling!
Deciding how to spend your professional development money is tough. Budgets are tight and you want to be sure you’re getting the most out of every opportunity. At Hero Conf London, 23-25 October, we’ve created a schedule that can be tailored to any PPC role. In-depth, actionable sessions for the PPC Specialist and high-level strategies and tactics for the Marketing Manager looking to generate new opportunities. Or, you can mix the sessions to get a little bit of both.
And those attendees tell you all you need to know about why you can’t miss our third annual London event:
But the opportunity to get the most out of Hero Conf London is quickly expiring. Only one month remains until London’s Only All-PPC Event takes center stage at The Brewery. And tickets to our largest London event ever are going quickly. Act now to ensure your place among the most dedicated and insightful professionals in the industry.
If you’ve got a substantial email list, there’s no sense in just sitting on it, and letting it stagnate. Make the most of each and every contact on that list, through your targeted email campaigns in order to see the best results. Segmenting and automating your email marketing is essential if you want to attain new customers and maintain existing ones.
There are endless ways to target your email marketing automation. Here are 11 of the most effective automated emails you need to start using so you can utilize your contacts to their fullest potential.
Not all of your visitors will become customers, but when they do, make sure you recognize that transition with a warm welcoming message. You’ll get a positive start to your relationship while staying engaged with them and increasing your chances of turning them into repeat customers. If the product or service they’ve purchased requires some information or training for them to properly use it, this is the perfect opportunity to provide them with that information. It’s also a great way to nip problems in the bud before they even happen. For instance, if you’ve noticed a number of customers all calling with the same concerns, you can provide new customers with information ahead of time, so they don’t run into those same problems.
If someone is interested in reading your blog, it’s safe to assume they are fairly interested in the topic you’re discussing. So, they will likely be receptive to receiving a welcome message and information from you when they subscribe to your blog. In your welcome message, you can give them a quick introduction to who you are, and an overview of your blog. Let them know about all of the great benefits they’ll now have access to, now that they’ve subscribed, and give them a heads up on great offers you’re promoting. Always remember that, when sending out automated emails, you’ll want to keep them short and to the point. You can use tools like Easy Word Count to keep count of how long your messages are running, so you aren’t overwhelming recipients with long, drawn-out messages. Keep in mind that your clients are just as busy as you are when crafting your messaging.
Depending on what your customers and website visitors are demonstrating an interest in, you can target and trigger specific email messages to be sent out to them. If you’re an office supplies wholesaler, you sell a variety of products. If your customers are buying a computer, you could trigger an automated email to send them helpful messages about successfully setting up their new machine. For those looking through your selection of tablets, you could send them information on how tablets can improve productivity or helpful reviews about the available selection. These emails could be triggered by engagement such as specific web pages being viewed or if a downloadable offer, such as a free ebook, is claimed.
Individuals who are continually accessing your information have demonstrated a high level of interest in what you’ve got to offer. Leverage this interest by targeting an email to those contacts who are highly engaged. These are the individuals—whether they’re customers or not—who are most likely to share the information you’re providing them with since they’ve already shown how much they are interested in it.
Sometimes it can take a little bit of time for a prospective customer to become a paying customer. They may want to read through information, download ebooks and watch videos before they’re ready to commit to their purchase. Nurture emails help you lead your customer toward conversion. If you’re selling a cloud-based customer service platform and you’ve got someone who has downloaded your ebook on authenticity in automated messages and watched related videos on your website, you can trigger a middle-of-the-funnel email. Perhaps they aren’t ready to go fully and completely through the purchase stage of the funnel quite yet, but they may be ready to schedule a call with one of your sales reps to ask questions or view an exclusive webinar on customer service.
It can be easy to be out of mind, once you’re out of a customer’s sight. You can set an email series to trigger once your customers have been inactive for a specified length of time. Remind them that you haven’t forgotten about them, that you appreciated their past business and hope they’ll continue to use your services. An exclusive offer is a great way to get past customers excited to purchase again. Get your past customers re-engaged with the help of your chosen engagement platform by using templates and other helpful resources to assemble and deliver a highly relevant, effective campaign.
If you’re hosting a live event, whether it’s in person or online, you’ll want to target those who are registered with a specific email campaign. Sometimes you’ll want registrants to prepare in some way before the event takes place, or you may just want to give them an introduction to the event or a schedule of what will be taking place. After the event, a follow-up with supplementary information or even a request for feedback shows that, even though the event has ended, you are still interested in keeping them informed, providing them with useful information and hearing what they have to say.
Abandoned Shopping Cart
It often happens that a customer will add items to their shopping cart, then abandon the cart before finalizing their purchase. Sometimes they are unsure and hesitant about committing to the purchase, sometimes they are simply distracted by something else. Either way, a reminder that they’ve started shopping but haven’t finished is a helpful way to get them to open that shopping cart back up again. Sometimes it’s quite effective to offer a special discount in order for them to complete the transaction.
It’s always recommended that you stay in contact with your customers so you can convert them into repeat and regular purchasers. If you offer a variety of products or services, you have the opportunity to offer and get them to try out different things. Can they add professional service to their platform purchase that will help them reduce the time to value/ROI? Is there an opportunity to make your customer’s job easier? If a solution exists within your product line for a customer’s problem, it’s a great opportunity to send an upsell email.
Those customers who are highly satisfied with what they’ve received from you are generally all too happy to share that information with others. Customer success metrics can give you details about those who could potentially be interested in providing you with information you can use as a success story. Alternately, for those customers who have not fully utilized the product or service they purchased could benefit from a triggered email that provides them with more details about how to get the most from their purchase.
Upcoming Purchase Reminder
If you’re in the business of selling a perishable product that needs to be regularly replenished, or a product that has a renewal contract, it’s a good idea to send out a reminder email to customers before they’re due to restock their supply or renew. A customer who has purchased a three-month supply of paper may want a reminder that it’s time to reorder so they’ll have their next order in their hands before their supply runs out.
Don’t let your contact database just sit there unused. Make the most of this incredible resource at your fingertips by created targeted email campaigns and using marketing automation to create new and interested customers, stay in touch with past purchasers and upsell satisfied clients. There are endless ways to creatively segment and target your customer database, but the most important factor is that you are actively engaged in this practice.
How do you organize campaigns within your automation platform? What other campaigns do you incorporate? Tell me about it in the comments!
Today we’re going to use Google Sheets as a control center of sorts for AdWords Scripts. The Sheets interface allows users to make adjustments via a spreadsheet rather than through the code itself. This method not only makes changes easier to implement but empowers less technical users to harness the power of scripts.
In this article, we’ll cover an example use case then go through a generalized example you can use in your own accounts. Although there won’t be a complete script there will be pointers throughout the article if you are inexperienced with scripts but want to try this yourself.
Imagine a scenario where you have a team making many routine changes based on quickly changing feedback
In an extreme case this could be current events in which you want to make sure ads are showing based on changing external factors. You may increase or decrease bids by different ratio’s depending on marketing needs and recent trends.
We had a client in a similar situation. While building a dashboard to monitor this work, Jacob Brown asked if there was a way we could use that information to make changes to the account. Removing some of the tedious account editing would speed up the team’s workflow and reduce stress.
How To Approach the Setup
The first step is defining the inputs and outputs. What data do you need to feed into the script and what needs to happen?
Then you need to define what you want to do. This could be any action such as enabling or pausing an entity or changing max CPCs.
What to Include
A standardized account structure helps here as you can select only the pieces you need by aspects such as campaign name or keyword text. Labels work too if your structure is a mess or you need fine toothed selections.
In a later section, we’ll use this information we’ll build these selectors into our script.
What to Change
Now that we know what to change we need to define how we’ll change it. For this example, we will cover bidding. Let’s assume that we have a few bidding thresholds for all affected keywords.
We can assign these different levels such as aggressive, balanced, and hyper aggressive.
Balanced bids can be set to $2.00, aggressive can be set to $4,00 and hyper-aggressive can be set to $6.00. This isn’t always the best way. You can use percentages or different bid levels for each keyword selection as well but I’ll skip over that for simplicity’s sake.
Setting Up the Sheet
In the last section, we defined what needs to change and how we’ll change it. Now we need to put that information in a sheet so the script can access it.
We will set up two tables in the sheet. One for input targets and their bid aggression levels and another for bid amounts.
To enforce standard inputs, you can use data validation to control inputs. That way someone putting “Agggressive” does not get passed over because the script is looking for “Aggressive.”
Now we are done with the inputs, let’s handle the script!
Setting Up the Script
You’ll need a little bit of coding knowledge or confidence to tackle this next part. It’s nothing too intense though. All we have to do is get the keywords based on the table and make bid changes based on the data in the other table.
The steps are,
First we’ll load the spreadsheet via openByURL(). If you are using the same sheet for other tasks, such as reporting, you can also select by sheet name.
Then we’ll need to select the data via getRange().getValues(). This will pull the values from this range of cells. Pulling the value of the cells means you can use to grab the output of formulas in a selected cell.
This will return a list of values. Use Logger.Log() if you’d like to see what it contains.
If you have it set up like the example in the article, it’ll return the rows in this format [keyword/theme, bid aggression].
Then you need to select your keywords. Below is an example function for returning a selection of keywords. We’ll use the function later to run through a list of keyword pulls.
We can use a loop to move through that piece by piece. For each item in the list, i, we will select [i] for the keyword/theme, and [i] for the aggression level. The variable i stands in as a place holder and the two pieces we need will always be at index 0 and 1.
Then we loop through each entry, use our keyword selector function to pull the keywords and apply the appropriate bids.
The last step is to set the script schedule. This can be a weakness as the scheduler runs as frequently as one hour. This means changes are not immediate but will happen within an hour.
We moved through the script portion quickly. Each approach will vary by the clients account set up but we hit the crucial points.
Alternatively if you’d rather not handle the bid changes and selectors in the script you can modify those directly in Google Sheets and use newCsvUpload() to do an automated bulk upload. Check out Mitch Larson’s presentation, Using AdWords Scripts to Create Your Own Ad Tech Landscape, for more details.
Image via Shutterstock/Red Deer.
Once upon a time, “Pay-Per-Click (PPC)” referred to a digital marketing practice where companies were charged each time somebody clicked on their search engine ads.
But with the rise of social, display and programmatic platforms, PPC marketing has expanded to involve more than search engines alone. These days, PPC specialists run paid campaigns across a variety of channels, and while the territory has changed, the reporting tactics haven’t.
Why your PPC reports aren’t awesome
You’re not alone if you find that the following things are holding you back from the advanced PPC reporting of your dreams.
1. The same words are used for different things
Most PPC specialists still end up pulling the same reports about the same quantitative metrics from Google Analytics. The problem is that different platforms (Facebook Audience Insights, Google AdWords Dimensions tab, Google Analytics, Bing Reporting) speak different languages.
Each platform’s PPC attribution models are different, their user data tracking is different, even some of their definitions are different.
Just look at how we measure “clicks.” On Adwords or Bing, a “click” means someone clicked from an ad through to your website. Meanwhile on Facebook, a “click” could mean clicking from an ad through to your Facebook page, your website, or just reacting to the ad itself.
With different platforms and tools telling you different things, it’s pretty easy to make inaccurate conclusions about your PPC performance.
2. Your reports rely purely on baseline metrics
Tactics and terminology aside, these quantitative metrics don’t paint the full qualitative picture. Seeing that your click-through rates have increased doesn’t necessarily explain why.
If you saw that the cost of bread went down one day, you wouldn’t blindly assume that production of wheat got cheaper overnight. You would look into the expiry date, the shelf date and examine the product to try to understand the story behind the numbers.
So what do your metrics actually mean, and how can they help you drive more qualified traffic to your site? We’re here to help you generate insights from your PPC reports and show you how PPC performance can impact your landing page strategy.
How to Build PPC Reports that Actually Are Awesome
You want your PPC reports to provide takeaways that you can use to optimize your campaigns. There are a few measures you can take, together or on their own, to better understand your campaign performance.
Determine a baseline and track conversions by channel
Surprise, surprise! A conversion is one more metric that differs by channel. This is partly because each platform has a different attribution model, and partly because users have different intentions and behaviours per platform.
For example, cost-per-clicks (CPCs) tend to be cheaper on Bing because there is less competition and a higher conversion rate due to an older demographic:
On the other hand, it’s easier to max out impression share and budget on Bing because there is less overall search volume compared to Google:
Similarly, a user landing on your website through a non-branded keyword is less likely to convert than someone clicking through a branded keyword. It can be even harder to identify intent through social platforms, as users scrolling through feeds may come across your ad and engage out of interest but not be ready to convert.
Establishing platform-specific KPIs is an essential step to ensure you know what success looks like on every channel.
Qualify your visitors and monitor by segment
Given that each individual user’s intention varies by platform, it’s important to target your ads where they will be best received.
Instead of assuming every interaction is equal, use your platform insights to identify key audience groups and segment for target personas.
Monitor how your paid traffic fluctuates overall and by target audiences:
A great way to identify whether you’re attracting relevant traffic is by keeping a close eye on your Search Query Report in AdWords and Bing. This report allows you to see exactly what people typed into the search engine when your ad appeared, so that you can adjust your keywords accordingly.
Track absolutely everything
Are you noticing an abnormal bounce rate or reduced number of sessions week over week through a specific source or medium? Setting up event tracking through Google Tag Manager can help you better understand on-site behavior and create custom metrics.
Your primary conversion may be an e-commerce purchase, but that doesn’t mean newsletter sign ups aren’t valuable. Tracking micro-conversions can give you a clearer idea of how people are engaging with your site and where there might be gaps in information.
If you’re doing cross-channel online advertising (which you no doubt are), it’s important to be able to see all your metrics visualized in one place. It makes it easier to draw analyses and gather insights to then share with colleagues or clients.
PPC Reporting + Landing Pages = Even More Awesome
Of course, it’s not enough to just put your conversions and KPIs into a beautiful report — it’s what you do with your PPC insights that matters.
Let’s say you spent years learning how to make smart investments. You met with stockbrokers, studied the market and opened a brokerage account. Would you expect money to just start rolling in? Of course not — because you actually have to invest to see results.
Similarly, in order to make the most of your PPC insights, you have to act on them.
Begin by applying insights from your PPC metrics into your landing pages. You want to customize your landing pages to meet the needs of your key audiences so you can give users exactly what they’re looking for.
To this end, Dynamic Text Replacement (DTR) can be used to sync up search queries to the landing page.
In this example of a landing page for a music school, the instrument type is swapped out depending on which ad is clicked.
Say a website sells furniture. If one user searches for “modern leather sofas” and another for “comfortable leather couches,” the ad copy for each result should reflect the search language.
The ads could then take users to the same landing page, but DTR would generate different titles or subheading text accordingly to match these original search terms. Everything else on the page may be the same, but both users would feel like they found exactly what they were looking for. This keeps landing pages hyper-relevant (and high-converting), and saves hours of redundant work.
Want to preview how you can use DTR to ensure relevance from ad to landing page? Try it out.
This makes it easier to see exactly what is affecting your Quality Score and which area you should improve on, whether it be ad relevance, landing page experience or expected CTR.
By syncing up your ads and landing pages, you can provide a frictionless experience to users and increase conversions.
Strong landing pages can also improve PPC performance as they increase Quality Score and landing page relevance, which lowers your CPC and increases ad ranking. This way, the users receive information that is highly relevant to what they are searching for.
Now to put a now on it
When all is said and done, landing pages should be A/B tested so you know which on-page factors lead to higher conversion rates. That way, your next PPC campaign can be informed by your landing page results, and your future landing pages can be informed by your PPC campaign performance. If that’s not a beautiful full circle, then we don’t know what is.
Job searching is never easy. Many people would even say that it’s harder than working. While you’ll likely be on the hunt many times in your career, it doesn’t have to be so laborious.
In this blog, I’ll show you five mistakes I made during my job search and what you can learn from my mistakes to improve your own search.
1. Don’t Treat the Job Search Like a Chore
It was before noon and Earl Grey-flavored ice cream was melting in my hands. After a morning interview, I had decided to reward myself with a cone from Denver’s famous Little Man ice cream. While I would never advise against ice cream, this indulgence represented my first mistake, which was to treat the job search like a chore. As a recent college graduate, the job search overwhelmed me. Each application and interview were used as an excuse to treat myself: from ice cream to reality TV breaks to naps.
Looking back, I was the most productive, and sending out the strongest applications, when I incorporated the job search into my routine: wake up, make a slice of peanut butter toast, open my laptop to work on the latest round of resumes and cover letters. Thinking about applications as just another necessary part of my day, and not something that always required a reward, gave me the discipline and focus the submit three or four applications a day, instead of one, or none.
2. Don’t Get Distracted
Before I ate breakfast every morning, before I started the day’s round of applications, even before I got out of bed, I would check my phone. An entire hour or two slipped by while I scrolled through Facebook, Snapchat, Instagram, Twitter, even Venmo, seeing what my friends were up to. While social media can help the job search, it can also distract from the focus on your own journey.
Even before I graduated, I was surrounded by distractions. It seemed that every one of my peers had a job lined up. Everyone except me, that is. Spending the summer looking through what seemed to be endless photos of happy hours after work and new lives in new places made me want to give up.
Social media is the best version of ourselves but it is never the whole picture. As my job search continued, I decided to focus on my own life and goals instead of obsessing over my phone screen. It wasn’t always easy but turning off notifications and going for a long walk energized me more much more than an hour on Instagram.
3. Don’t Be Afraid to Ask for Help
In my effort to disengage from the virtual crowd, I reached out to create more connections in real life. While meeting alumni from my university, friends of friends, and friends of friends of friends, I learned to let others help you. Being honest about my successes—an interview, yes!—and failures—no, I hadn’t heard anything back yet—wasn’t always easy. Most of the time I wanted to grit my teeth and smile and say everything was fine.
Help and opportunity can come from surprising places. Making myself vulnerable and expanding my circle meant that many other people besides me were invested in my job search. I was lucky—someone that I met at a barbeque gave me the lead that led to my current job.
4. Don’t Forget to Say Thank You
An important part of my expanding circle that I overlooked was the people that were interviewing me for jobs. In the thick of the search, I thought of the people I met at interviews as either potential bosses and coworkers—and when I was rejected, I thought of them as people I would never see again. This negative mindset made me negligent about sending thank you and follow-up emails. I didn’t realize that everyone is a potential connection.
Being gracious in the face of rejection keeps a door open. An email or call thanking an interviewer for their time and consideration could be the difference between a company keeping your file, or tossing it.
5. Don’t Forget You’re in Control
Out of everything I learned, this last piece of advice was the hardest to accept. It isn’t something I realized, it was told to me, one afternoon, while I was staring at my laptop, wondering when I should start applying to waitressing jobs. A friend interrupted my silent crisis, asking how the search was progressing. When I told him that I was still waiting to hear back from several companies about interviews and offers, he frowned. That’s what they’re doing, he said, but what about you? What opportunities can you create?
He was right. I felt powerless waiting for other people to make decisions about me, but during the job search, I had a power I didn’t recognize: it wasn’t only their decision, it was mine. What job I applied to, the number of applications I sent out, the amount of research I put into careers and companies; all of these factors I had control over much more than I realized.
My job search was challenging but it was also rewarding, and not just because I ultimately found a job. It made me reconsider my view of myself and my career path. I entered the process with the naivete of a recent graduate and while it seemed to take a long time, I was lucky to find a job relatively quickly. Although I’m no longer in school, each mistake and stumbling block turned out to be a chance to grow and learn.
What have you learned throughout your job search process? How has your strategy changed over the years? I’d love to hear about your process. Tell me about it in the comments!
The post What You Can Learn From My 5 Job Search Mistakes appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Since launching in October 2016, Apple Search Ads has become a huge force in the app download world. Apple Search Ads ranks directly behind Facebook and AdWords in total non-gaming app downloads. In April, Apple Search expanded into three new English speaking storefronts: United Kingdom, Australia, and New Zealand.
Within a year of launching, Apple Search Ads has established itself as a platform that you should be familiar with if app downloads are the goal. The following steps to launch a campaign will help identify the unique benefits and drawbacks the platform presents.
The first step is to set up an account and obtain the necessary permissions to promote the app you are working on. In an agency situation, the client would typically be the owner of the account with admin permissions given to the agency to promote the app within the account.
The first step is to set up an account and obtain the necessary permissions to promote the app you are working on. In an agency situation, the client would typically be the owner of the account with admin permissions given to the agency to promote the app within the account.
Creating a campaign begins with selecting which app you want to promote using a search bar in the interface. After selecting the app you are working with, the storefront for the campaigns must be chosen. The current storefronts offered are United States, Australia, New Zealand and United Kingdom.
The next steps are naming the campaign and setting campaign budgets and daily caps. The campaign name should be decided using a consistent, informative naming convention. Setting the budget will decide the total amount to be spent over the course of the campaign. Setting the budget is mandatory during the initial campaign setup, but the budget can be adjusted at any time. The daily cap is the maximum daily spend for the campaign. The search ads will turn off when the daily cap is reached and will resume on the following day if there is still budget left for the campaign.
Following daily caps and budgets, invoicing information must be added to the campaign. Budget order and standard invoice are the two options available for invoicing settings. The budget order links budgets across multiple campaigns with one single invoice sent for all campaigns included. The standard invoice option will deliver an invoice for each campaign separately.
The last campaign level setting is Campaign Negative Keywords. It is recommended that only a few basic Campaign Negative Keywords such as “free” be added to avoid significantly limiting ad performance.
Ad Group Settings start with Ad Group Name, Device, and Ad Scheduling. Device setting will autofill if the app you selected was developed for a specific device. Ad scheduling allows for control over the start and end dates of the ads in the ad group. The optional ad scheduling feature called Dayparting gives the advertiser control over the times throughout the day that ads will run.
The Ad Group bid setting Default Max CPT is similar to Max CPC in AdWords. Default Max CPT is required to setup the campaign. CPT stands for Cost Per Tap with a Tap being the Apple Search Ads equivalent of a Click. CPA Goal is an optional Ad Group Setting that helps Apple Search algorithms optimize performance toward the campaign goal.
Apple offers a unique tool at the Ad Group level called Search Match. Search match allows the platform to automatically place ads in front of users that have similar interests or are looking for apps like the one being promoted. Search Match will prioritize relevance to the app description when placing ads. The only way to optimize this tool is to improve the app’s description and imagery in the app store. Search match has shown mixed results within our ad groups at Hanapin, but this tool should be considered for a test if a large-scale campaign is being launched.
Adding Keywords and Negatives to the Ad Group is the next step in building out an Apple Search campaign. Exact and Broad Match are the match types available for keywords and negatives.
Audience is the last Ad Group settings section, and it is dedicated to refining the audience using Customer Types, Demographics, and Locations. The Customer Types setting breaks down app store users into four groups: Have not downloaded the app, All users, Have downloaded the app, and Have downloaded my other apps. These settings have proven valuable for strategic campaigns such as app re-engagement campaigns. Demographic settings include gender and age range. The Locations setting allows ad group targeting at the city or state level.
After going through all the Campaign and Ad Group level settings, the campaign is ready to launch. Despite having relatively fewer options for segmenting data, Apple Search Ads supports basic optimizations such as SQRs. It seems highly likely that Apple will continue to develop the platform by adding additional tools options within the interface.
Here at Hanapin, Apple Search Ads has proven to be a valuable tool for scaling app download initiatives. The platform provides relatively high conversion rates with low average CPAs and will provide great value for clients.
If you’re new to Facebook, you’ll see familiar placement options to show your ads (Facebook, Instagram, & Messenger) along with Facebook’s Audience Network (think Google’s Display Network). The Audience Network places your ads can show across different websites who have opted into the audience network along with instant articles and video. Analyzing Display Network Placement is important for getting the best performance and it’s no different on Facebook.
Blocking your ads from appearing on certain websites is something that may be forgotten about after the creativity of ad design or building that perfect audience but it can have a big influence on how one interacts or feels with your brand. You’ll want to ensure you’re doing all you can when opted into the Audience Network to prevent unfortunate pairings or backlash.
What is Facebook’s Audience Network?
For those unfamiliar, Facebook’s audience network allows marketers to expand their marketing efforts to users off of Facebook while using the same powerful targeting that one can use on Facebook. The Audience Network delivers ads in these main creative formats:
Marketers can use their already uploaded creative and reach a larger group of users. If you have an audience that has worked really well for you in the past, this is a great way to expand your reach. While Facebook’s audience network is smaller than Google’s Display Network, it has grown in size since introduction and it is very easy to opt in and get your ads running.
Facebook makes it easy to segment performance based on placement, so you’ll be able to judge how effective the ads are and then make a decision to opt in your prospecting campaigns based on data.
The Importance of Placement Exclusions
Facebook’s Audience Network can be a powerful tool but there is one part that has frustrated me, and I’m sure, many other marketers. There is no transparency as to what websites your ads are showing on. Unlike GDN, one cannot pull a placement report to see performance across the various websites. One simply has to trust Facebook that they’re finding the best placements.
The good news is Facebook does have some basic exclusions you can opt into; though, not nearly as expansive as GDN. Facebook has the majority of the controversial content covered with these broad exclusion categories. Google gives some more detailed categories but the catch-all categories Facebook uses should do the trick. Sounds great, right?
As a quick example, debatable social issues are something a lot of brands will want to avoid and opting out is as easy as clicking that little button above. One click may get the job done partially but Facebook does specifically say they can’t guarantee anything and this exclusion category seems to focus on video content rather than web content.
Beyond the fact that it’s impossible to think that Facebook can cover every, the sliding scale of what one deems as controversial is different for everyone. That’s why taking the time to create a block list can be that extra safety net you need to ensure your ads are showing along with compatible content.
Facebook Ad Block Lists
Block lists are Facebook’s solution to adding large amounts of negative placements to your ad sets. This will be similar to creating a shared placement exclusion if you’ve done so on GDN.
Since one can’t pull placements directly from Facebook, you’ll have to get creative with what you’re uploading to exclude. Simply transferring over placement exclusions from GDN would be a great place to start. Since performance can be different, you can always get a little bit creative by finding a list of controversial political sites, dating sites, or anything else that you wouldn’t want to show with your brand.
How to Add a Block List
Adding a block list can be tricky the first time but it’s actually rather easy. When you’re in ads manager, you’ll simply expand the full range of menu options and navigate over to business settings.
From there, on the left-hand side, you’ll want to navigate down to the section titled block lists.
From there, select the account you’re working with and hit create block list in the upper right. Once again, make sure it’s the correct Facebook ads account if you’re managing multiple (it always changes on me). From there, upload your excel file. It does allow you to get creative depending on the type of content you’re running on the Audience Network. From blocking URLs to Facebook pages, you give yourself the ability to have some control and transparency around what type of content you’re showing with.
Now you can add them to your ad sets once you’ve opted into the Audience Network.
While not as easy as Google makes things, taking the time to add placement exclusions to Facebook is important if you’re worried about showing up with undesirable sites. No one wants to come into work Monday morning with a bunch of Tweets or Facebook messages from consumers asking why you’re advertising on a site that they don’t agree with.
It’s impossible to prevent it completely but very possible to do your due diligence in making sure it doesn’t happen regularly. You’ll be able to add that extra piece of mind with your client or social media team knowing unfortunate pairings are less likely to happen.