Buying in-store is still a big deal for shoppers, and Google has announced a few cool new tools to let physical retailers target those shoppers heading to the stores. These initiatives are coming on the heels of research reporting nearly 80% of shoppers are willing to buy in-store when the items are available immediately. Google is expanding affiliate location extensions, launching new ad options on Display, and introducing competitive pricing insights for bidding strategy. Let’s take a dive into the new tools and how they can impact performance.
Affiliate Location Extensions
The affiliate location extensions have been available for Search and Display campaigns for nearly two years now. The extensions are available for brands that sell products through retail chains or for auto dealers. To set up an affiliate extension, the advertiser can choose from a list of national retailers that might sell their product. Once the list is created and added to campaigns, the extension shows when one of the retailers is nearby someone searching for your product, leading to a local in-store sale. With the latest update, Google has now expanded this option to True-View video campaigns on YouTube. The extension is an option for both in-stream and bumper ads. Per Google, adding the affiliate extensions to YouTube campaigns has reported an increase in CTR by over 15%.
Local Catalog Ads
While the affiliate extensions are primarily for products in retail chains, Google has also introduced a new type of Display ad that can be used by any physical business retailer. The new local catalog ads for Display campaigns. The ads are an interactive experience, with a main hero image and an inventory of your items that show in-store availability and pricing information.
The ads are easy to create, as Google has also created a local feed partnership program that allows select point-of-sale and inventory data providers to send sales and inventory data directly to Google for merchants. This cuts out the step of having to create a local product feed, saving time on getting products listed. Boulanger, an electronics and appliances store in France used the new ads for a spring 2018 promotion and the campaign drove over 20 thousand in-store visits and a 420% ROAS. If you are itching to try out these new ads, but aren’t seeing the new ads in your account yet, don’t worry. The new ads will be rolled out to all advertisers by the end of the month.
Competitive Pricing Insights
Coming soon to AdWords are new price benchmarks. These benchmarks will show advertisers how competitors are pricing similar products. The new tool will be useful for a few reasons. First off, you can use the tool as a radar for your current strategy on price competitive products. If you see competitors are raising or lowering prices, you adjust your bids to stay competitive or save budget. The tool can also be used for analysis on if competitor pricing is creating a drop or bump in sales.
Google’s latest products are great for any retailer using AdWords. For the large brands in national retailers, the affiliate extensions in YouTube are advantageous for future media campaigns. For physical stores of all sizes, the new catalog ads showing in-store availability will be interesting to test as well. Finally, the new price benchmarks will allow for new insights into account strategy for any commerce client. How do you feel about the recent updates? Have you had the opportunity to test any of the new tools? Let me know your thoughts on Twitter!
Websites have evolved into something so much more than just text and information on a page. Users today expect your website to entertain them, deliver quality and offer an intuitive, comfortable overall experience. Everything from the aesthetic of your site to the placement of your CTAs can impact how long visitors stay on your page. Fortunately, it is easy to make your website more user-friendly.
In this blog, I’ll show you eight ideas to get you started on making your website more user-friendly.
1. Listen to Your Users
Take the time to ask your regular visitors what they’d like to see on your page. Getting input directly from your target audience will allow you to discover missing elements you might not see on your own. Users often know precisely what they don’t like about a website. It’s your job to take those comments and turn them into positives by fixing any features your visitors dislike.
When you place the user at the core of your design and content, your site will automatically become more user-friendly. A few years ago, ESPN.com asked for input from their regular visitors about what they should add to the redesign of their homepage. They listened, added many of the elements mentioned and saw a 35% increase in revenue. Note how their design features elements someone landing on the page would most want.
2. Speed It Up
Web users expect your site to load at lightning speed, even on mobile devices. About half of them say they expect a website to load within two seconds and will abandon one that doesn’t load after three seconds. Speed indeed does matter when it comes to keeping visitors on your site so they can see if they want to do business with you.
There are some tools out there that will allow you to check your site speed, including Pingdom and Google’s Page Speed Insights. These sites will also give you tips on how to speed up your site. Two simple things you can do to start are checking your server’s speed and optimizing any images.
3. Provide In-Depth Information
When a site visitor lands on your page, they want to get the information they need to make an informed decision about your product or service. If the visitor has to hunt for this information, they may assume you’re hiding something or grow frustrated and leave for a competitor’s website. The more in-depth and accessible you can make information on what you have to offer, the better.
Look at Medical Guardian’s buying guide. They understand someone looking for a medical monitoring device likely has concerns about the effectiveness of the device. After all, you are putting your loved one’s life in their hands. They provide an in-depth buying guide for their customers that answers any questions the consumer might have, including the cost of a medical alert system, the support, the certifications of the monitoring center and even how installation works.
4. Make Navigation Intuitive
When a visitor lands on a website, they often look to the navigation bar to orient themselves with the page. The navigation bar is essential because it follows the site visitor throughout their journey on your site and serves as a tool to go back to the landing page.
At the same time, you need to limit the number of categories in your navigation bar, so it doesn’t become overly bulky—you should also place it in the same location on every page. Conduct some A/B testing with your bar, trying slightly different positions, tab arrangements, and even wording. This will tell you what users prefer and what works best for your site.
5. Choose Color Carefully
Choose the colors for your website carefully. You need a perfect balance between beauty and clarity. Not only does your color palette need to make sense for your industry, but the contrast between the background and text needs to be enough that the visitor can read text easily and not strain the eyes.
Look at the bold colors the Van Gogh Museum uses on its website. The pop of red and the vibrant colors in the painting used for the background draw the eye of the user. Because the industry is art, the site can get a little more creative in the colors they use, combining colors for a palette that a more conservative industry, such as banking, wouldn’t use. This combination works well for this particular site. Although the white text on the partial cream background does not work well, the rest of the site is spot on.
6. Improve Your Site Layout
Keep in mind that many users are now accessing websites via mobile devices. About 80% of internet users own a smartphone and they are spending more and more time accessing the Internet via their phones, especially as data costs come down and unlimited data is the standard.
With that in mind, having a responsive layout becomes even more critical. Does your site look good on both desktop and mobile? It doesn’t necessarily have to look the same. It is more important that mobile users can see things without having to zoom in every few seconds and navigate easily throughout the site.
7. Pay Attention to CTAs
Do you have strong calls to action (CTAs) on your pages in locations that make sense? Site visitors who decide to buy or register for your newsletter want to know how to take the next step. Make this simple by using a strong CTA that’s easy to locate.
Look at what payment processing platform Square does with their CTA button. They consider both a color that will pop against the background and even the wording of the CTA, which simply reads “sign up with Square.” They have also chosen to place the CTA button above the fold and additional information underneath. This allows the user to find the button from the minute he lands on the page.
8. Beef Up Your Contact Page
If you don’t have a straightforward way for consumers to contact you, you risk losing the trust of those who land on your page. About 51% of people state they believe complete contact information is something many websites are missing. If your contact is simply an email, consider beefing up this information.
The more ways you allow a user to contact you, the better. Consider adding a toll-free number, a live chat option, a knowledge base, and user forum. These factors all add credibility to your site.
Make Your Website User-Friendly
These eight things will instantly make your website more user-friendly, but the key to a site with good UX is to make improvements consistently. Take the time to ask your customers what tools would help them and add those to your site. Remember, the tools that are useful for an ecommerce site will differ from those that are useful for a blog.
Test everything and try to see your site through the eyes of your target audience. Eventually, your site will become easier to use for your particular site visitors and potentially lead to more sales or new clients.
Are there any user experience must-haves that you feel strongly about? Tell me about it in the comments.
The post 8 Ways to Make Your Website More User-Friendly appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Conferences, conferences everywhere. SearchLove here, INBOUND there. There’s no shortage of great marketing conferences to choose from, but you’ve likely got a finite budget your marketing department can put toward them. How are you supposed to know which Martech events are the best bang for your buck?
We’ll make it easy for you. I mean, sure, we’re biased, but hear us out. This August’s fifth annual Call to Action Conference is not only:
But the cherry atop the already awesome two days? The conference is held in one of the most beautiful cities on earth, Vancouver, BC.
Image: Tourism Vancouver/ Barbershop Films
And not in an “it’s our hometown so we have to say it’s beautiful (lest we be Game of Thrones-style shamed in the streets)” way, either. It really is amazing: the ocean, the mountains, the diverse food scene, the beer-snob-approved breweries, and awe-inspiring wilderness that makes you forget about your inbox. There’s a reason tourists flock here in droves and I willingly pay a crazy amount in rent.
CTAConf 2018 also takes place in peak sunshine season, August 27-29th. So why not mix business with pleasure?
Many past attendees and speakers have added a few extra days on to their CTAConf excursion to enjoy this city. And if you’d like to do the same, we’ve created a visitor’s guide to CTAConf 2018 sourced from local influencers, this year’s speakers, past attendees, and our own favourite to-dos. See the pro’s suggestions below for turning this August’s work trip into a well-deserved getaway.
Wanna attend CTAConf for free? Scroll down to tweet this post for a chance to win a complementary ticket to CTAConf 2018, $500 toward your travel, and a “Destination Experience Pass” for free access to all local and many out-of-town attractions valued at $2000, courtesy of Tourism Vancouver.*
If you’ll be around a couple extra days…
The Call to Action Conference, insofar as the speaker’s talks, takes place August 28—29th at the Queen Elizabeth Theatre. There’s also an optional day of hands-on marketing workshops on August 27th at Unbounce HQ. If you tack on the weekend days before to your trip, or an extra few days at the end of the conference, here are some itinerary options to fill up your stay:
See the sea, walk the wall
Hands down, a walk, bike or run along the seawall is a must-do for every Vancouver visitor. Flanked by the Pacific Ocean and Stanley Park, it’s easily accessible from anywhere downtown and the simplest route to absorbing Vancouver’s natural beauty.
Image: Tourism Vancouver/ Cycle City Tours.
Tour Granville Island: the island that’s not an island
Granville Island is like a tiny world unto itself, small in square footage but big on things to see and do. Peruse an art gallery, watch a play, go on a whimsical shopping spree at the many artisanal shops, and—most importantly—eat your heart out. There are tons of restaurants to hit, and be sure to poke around the Granville Island Public Market, an overwhelming smorgasbord of local fare.
Image: Tourism Vancouver/ Clayton Perry
Have a BBQ…on a boat!
While you’re at the Granville Island Public Market, load up a picnic basket and hop on Joe’s BBQ Boat—no explanation needed. Because what’s better than floating around on the open water and soaking up the sunshine? Doing so while working up a good meat sweat. Find fellow BBQ buffs to join you in the CTAConf Facebook group and fill that boat up! Conference networking at its finest.
Me, in the BBQ boat, living my best life.
Visit an East Van brewery (or two)
With fantastic breweries boasting some of the finest craft beers in the world, a good old fashioned crawl beckons any beer lover who visits. East Vancouver is your best bet for variety and walkability. You can check out: Strange Fellows Brewing, Andina Brewing Company, Parallel 49 Brewing, Postmark Brewing, Doan’s Craft Brewing, Callister Brewing Company, and Strathcona Beer Company.
Have your best brunch
It’s no accident that I’ve placed the brunch options after the brewery crawl. Whether you’re in dire need of a greasy spoon or looking to brunch in style, we’ve got you covered. Yolks showed up on everyone’s list when we asked around for favourite brunch spots, as did Chambar, Medina Cafe, and Fable Restaurant. Jam Cafe, Wildebeest, Catch 122, and The Distillery are guaranteed to please as well. As is Canadian brunch custom, you’re required to order a Caesar. Don’t ask what’s in it.
Image via yolks.ca.
Hit the Aquarium
If it does rain, your indoor options are covered. Conveniently tucked away in Stanley Park, the Vancouver Aquarium is a must-do. See giant sea lions and playful seals, watch penguins toddle and slide around (aw!), touch a starfish or manta ray (weird!) and try to find the octopus (you can’t, he’s too sneaky) as you journey through B.C. and beyond’s underwater world.
Oh canyon, my canyon
As past speaker Wil Reynold’s knows, the Capilano Canyon suspension bridge and cliff walk is worth a few anxious moments. Just a quick jaunt across the Lions Gate Bridge (an attraction on its own!), this otherworldly spot makes it hard to believe you’re so close to the city. Not too far away is another canyon and yes, another suspension bridge in Lynn Canyon Park—a little less crowded, 100% free, and as beautiful as ever.
Image via Tourism Vancouver
Lightning round recos for day trips and more:
If you’re here for workshop and conference days only…
Depending on whether you’ve signed up for the August 27th workshops, Monday through Wednesday will be jam-packed with marketing learning. Monday’s workshops are optional and on a first-come, first-served basis after registration is sent out to ticket holders.
Both Tuesday and Wednesday are busy with talks starting at 9am sharp. These days you likely won’t want to miss anything in the theatre (save for trips to the food trucks outside). There’s a stellar lineup gracing our stage, after all.
But, if you fancy grabbing your own breakfast or want to meet up with fellow conference-goers for dinner or drinks, there are plenty of local places to do so. Even if you aren’t tacking extra days onto your trip beyond the actual conference, you can hit up some local spots before and after Tuesday (remembering that both Monday and Wednesday evenings are the reception and after party nights respectively).
Here are some suggestions for excellent pre-and-post conference free time:
A chance to enjoy it all for free
In partnership with the fine folks at Tourism Vancouver, we’re excited to offer the chance at a Call to Action Conference Vancouver getaway worth $3,500 CAD! This includes one ticket to CTAConf, $500 toward your travel expenses, and a “Destination Experience Pass” that gives you free access to the attractions listed here—plus many, many, many more. All you have to do is click below and tweet.
Share this post via the button provided to enter for your chance at the ultimate work trip. The contest period runs until June 28th at 11:59pm PT and one entry per person is counted.
Or—if you’re not feelin’ lucky and simply can’t miss out--grab your tickets now with an additional 15% off using the code “CTAConfVancouver” at checkout. Good luck and we hope to see you in August!
The “CTAConf Vancouver Getaway!” Sweepstakes begins on June 15, 2018 at 12:00 am PST and ends on June 28, 2018 at 11:59 pm PST. No purchase necessary to enter or win. Open to legal residents of the US & Canada, excluding Quebec and British Columbia. Entrants must be of 19 years of age or older.
One winner will receive a $500 CAD flight voucher, a ticket to Call to Action Conference, and a Tourism Vancouver Destination Experience Pass (approximate total retail value $3500 CAD).
Enter the sweepstakes during the promotion period online by sharing the prefabricated Click-to-Tweet on Twitter. Only one entry per individual or organization. Automated or robotic entries submitted by individuals or organizations will be disqualified. Any attempt by entrant to obtain more than the stated number of entries will void entrant’s entries and that entrant may be disqualified.
The winner will be selected in a random drawing from among all eligible entries received throughout the promotion period. Odds of winning will vary depending on the number of eligible entries received. The random drawing will be conducted within 24 hours after the promotion period. Winner will be notified by direct message on Twitter approximately within 24 hours after the random drawing. Potential winner must reply within four business days of being notified. Any winner notification not responded to may result in prize forfeiture.
“But I’m not a leader!”
Every successful leader at one point or another has had these thoughts enter their brain-space. The bad news? We cannot become fearless leaders by allowing these thoughts to pervade our minds every day.
In this blog, I’ll cover seven things that the best leaders do to remain successful.
1) Maintain a Peaceful and Clean Home Environment
Ever heard the phrase “a clean room is a clean mind?” Well, it goes double for your home. Try and keep your home fresh and without clutter. Set aside time each day to stay on top of these tasks, so the project isn’t so overwhelming.
2) Keep a Workout Routine
We, humans, have significantly evolved since discovering fire and chasing down antelope with pointed sticks…but what hasn’t changed is that we are still animals that exist in a physical body that was originally designed to survive in nature. We don’t have to strip ourselves of our comforts and go live in the woods, but we do need to maintain a healthy workout routine. And what works for you may not be what works for someone else. It’s vital to remember you’re working out for yourself and not for anyone else.
3) Do One Thing Each Day that Makes You Feel Good
Most people aren’t blessed with the opportunity to work somewhere they enjoy doing what they want. This means that eight hours of every day is often spent doing things that you would instead not be doing. To stay sane and be able to empathize with others, try to do at least one thing each day that makes you feel good. It can be as big as buying a house and as small as playing fetch with your dog instead of looking over those TPS reports. Either way, make sure you treat yourself.
4) Be Honest with Yourself and Others About Your Desires
A wise man once said that “99% of problems are due to you not communicating with others.” I’m not sure who that wise man was or where he was from, but he had to have existed, and his wisdom extends to us today. The truth is that most issues in life arise out of an inability or unwillingness to communicate our true feelings to others. This often results in messy situations where all parties’ needs aren’t met, and everyone is angry at one another. To be a successful leader requires creating open lines of communication.
5) Give Without Expecting Anything in Return
This is one of the most important–if not the most important–routines to develop if you would like to become a leader. At the core of leadership is a desire to give of yourself to others when they have a need (whether they are aware of it or not). Refocus your mind on giving without expectation of fruit, and you will soon find yourself leading all kinds of situations. Adopt a servant-leadership mindset: how can I help you achieve your goals?
6) Express Yourself Creatively Each Day
We all love artists. We will pay, and we travel thousands of miles to see them play or present a new piece, but how often do we make creative space for ourselves? Whether you believe it yet or not, you also have the creative spark. A highly effective step to becoming a fearless leader is to come in contact with your inner creative force. Find a creative outlet for yourself: take a class, watch an instructional video on a skill you’d like to develop, or doodle in the margins. The scale of creativity is up to you.
7) Share Your Knowledge and Inspire Others
As you become more confident in your leadership abilities, it’s important to share that knowledge. Whether it’s teaching a coworker a new skill, mentoring an employee, or sharing information on social media, the old adage “sharing is caring” is especially true for fearless leaders.
Are there any leadership success tips that I’ve missed? Tell me about them in the comments.
The post 7 Simple Tips to Become a Successful Leader appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Budgeting can be a tricky thing. Oftentimes we run into one of the following situations:
For situation #3, we typically use Excel Solver to allocate the budget among existing campaigns. For situations #1 and #2, we might prefer a more refined approach rather than “max out all campaigns”.
First, we’ll use Supermetrics to pull in campaign data – all the usual stuff, including lost impression share metrics.
After we use Supermetrics to pull in campaign data, we’ll calculate some new metrics (shown below).
These columns represent the estimated additional clicks, cost, conversions, etc. by either increasing budget or increasing bids. The total columns add everything together, and the “Inc” columns represent the incremental increases.
Now you’re probably wondering how to calculate these estimates. It’s actually pretty simple! Supermetrics can pull in metrics for “Lost impressions due to rank” And “Lost impressions due to budget”.
Estimated Clicks = (Lost impressions) * CTR
Estimated Cost = Estimated Clicks * Avg. CPC
Estimated Conversions = Estimated Clicks * Conversion Rate
Note that when calculating metrics for lost IS due to rank, we are assuming that your average CPC will increase, as you will raise your bids. This is tough to predict exactly what will happen, so we just assume that CPC will increase by whatever your lost impression share due to rank is.
Next we want an overview of total estimated traffic, if we were to max out all campaigns. These formulas are simply summing the calculated values from our data sheet.
However, in many cases, you probably don’t want to (or have the budget to) max out every single campaign. You’d likely want to only bump bids or budgets for those campaigns that are performing well. This is where our next sheet comes into play.
In the above chart the user has the ability to add in filters to only look at a subset of campaigns. In this example we want any campaign that has converted at least once, with a CPL under $30. Note that we have a large number in place for the Impression Share metric, as the query formula is pulling any campaign with an IS less than or equal to the value in that cell.
This query function generates the chart below, detailing past performance and estimated performance for each campaign.
We also have a summary of performance for just these selected campaigns (shown in the top row below). Having incremental cost and conversions at a glance is helpful when you’re pitching for extra budget from a client. We also want to take note of how overall account performance is affected with these proposed changes.
Hopefully this method of projecting performance makes it easier to provide solid budget increase recommendations and alleviates some stress. The beauty of this is that it’s simple to set up and run, and can easily be implemented for different accounts (we have separate sheets for ecommerce metrics). How do you project budget increases? We’d love to hear about it!
I spent much of my young life on a baseball diamond, and after experiencing both the highs of championships and lows that were not dissimilar from the Bad News Bears, I noticed one ironclad pattern: Championship teams are united.
There are two modalities through which baseball can be understood. Many are of the belief that baseball is an individualistic sport, where one batter is facing one pitcher at a time. There is no collaboration—if the batter gets a hit, he considers himself successful, regardless of what the next batter does. When asked how the game went, these players typically recap their own performance before the teams (i.e., “I played well, but we lost”).
Then there’s the opposing view, which considers baseball the most mentally collaborative sport there is. Sure, only one player hits at a time, but that’s simply their small contribution towards the team’s larger goal of propelling past the competition. One batter can approach his at-bat strategically to set the next batter up for increased odds of success. Lineups can be organized to give the team as a whole the best odds of driving in more runs. Trick plays and sacrifices are critical to winning tight contests. These players are much more focused on the final outcome than their own statlines.
Which perspective do you think brings home more trophies?
The relationship between baseball teammates is eerily similar to that of sales and marketing professionals, but unfortunately, the latter is prone to a less symbiotic existence. In fact, recent research from Aberdeen has found that 92% of companies experience below-average conversion rates in at least one part of the sales funnel due to marketing and sales friction. This friction comes from the “individual” mindset, where sales adheres to their own metrics, and marketing theirs. Not to mention it’s costly, both in time and pipeline.
It’s time for this line of thinking to die. Championships are won through collaborative effort, and in order for your organization to get—or stay—ahead for the long haul, sales and marketing must partner as players on the same team.
In this blog, I’ll outline 5 benefits of strengthening your organization’s sales and marketing partnership that will hopefully encourage you to take action today.
1. Enhanced Customer Experience
The customer experience is the heartbeat of any functioning organization, and by focusing marketing and sales on collaboration, the main benefactor is the customer. Nothing frustrates (or loses) prospects more quickly than an irrelevant piece of content or a lack of fluidity between touches. Without establishing a single plan of engagement between sales and marketing teams, the overarching brand appears disorganized and impersonal.
2. Better (and More) Qualified Leads
I’m willing to bet there are very few salespeople who haven’t, at least once, muttered “marketing isn’t getting me ANY leads!” even though they’ve been handed dozens, if not hundreds. The problem may be the fact that marketing’s KPIs revolve around quantity, rather than quality of qualified leads. By establishing a strong lead-scoring method through a collaborative process, the guesswork is removed from identifying quality leads and, as a result, better leads come through more quickly and in higher volumes.
3. Clear Feedback Channels
By establishing a strong relationship, sales and marketing not only unify their rules of engagement but warrant continued communication through cross-departmental feedback. Establishing an open line of communication creates the opportunity for further refinement of strategy down the line. Sales feels comfortable asking marketing to refine their criteria for quality leads, and marketing can, in turn, ask sales to alter their style of outreach to prospects. The more receptive each team can be to suggestions, the closer they get to becoming one team.
4. Adherence to High-Level Strategy/Mission
Just like the baseball players who only worry about their own performance, it’s tempting for sales and marketing teams to get hyper-focused on their own metrics. While not inherently bad, this creates a risk of missing the forest for the trees, and worse, could succeed at the expense of other teams. If sales has tunnel vision around their opportunities and bombard them with content, they may unintentionally sacrifice marketing’s efforts to nurture the account slowly. And as mentioned earlier, marketing can fall victim to overvaluing the number of leads they handoff, at the expense of quality. This is where the leadership team must set the tone for the entire company: the goals they establish for their individual teams must incorporate the organization’s overall mission in order to encourage each team to help rather than hinder their counterparts.
5. Better Holiday Parties
This is only slightly a joke. What company hasn’t benefited from employees getting along? The momentum of a harmonious partnership between revenue-driving teams trickles into nearly every facet of the job. Connecting as human beings—not just employees—establishes trust and positivity in all work objectives and should be prioritized from the C-suite down. A positive work environment is one of the most contagious catalysts of performance, and it’s cost-free.
The most successful teams I played for in my baseball career were not always the most talented but played with their teammates’ best interests in mind. Talent and individual successes can only take an organization so far; it takes a level of chemistry and unity to separate the good from the great in sports and business alike. Regardless of your current size or structure, aligning sales and marketing as one revenue-driving unit can provide a tremendous ROI and jump-start the positive culture needed for long-term success. It’s easy to get started today and should be seen as a perennial priority for companies looking to win.
The post 5 Benefits of a Strong Sales & Marketing Partnership appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
We can all agree that having data is good. Having data stuck behind an interface is not good. Data in the interface isn’t easy to manipulate. This makes more difficult to analyze and incorporate your data into a tool or template.
Thankfully a new add-in has come along to save the day and directly export data from AdWords into Google Sheets. Of course you could have pulled this data with a script or third party service but now you can skip script installations and skip extra payments and remove a few extra requirements from your day.
In this article we will walk through the set up for the AdWords add-on for Google Sheets and move along to new projects.
How to get the plugin
You can find the plugin via the chrome add-in. Simply install it, authorize the plugin and you are good to go.
Linking your account
Linking your account is as simple as providing your login information and authorizing the plugin to access your AdWords accounts. It’s very similar to the same popups you see with scripts, plugins, or linking other services to an account.
If you link an MCC, you’ll have access to all accounts in the plugin via that login.
Setting up your first report
Navigate to the Add-ons menu in sheets and create a new report.
Select your account(s), name your report, select report type, metrics, campaigns, and apply any filters you’d like.
Save and run the report. The data will be generated in a new sheet with the title of the report.
Adding additional reports
What if you want to create new reports? The configuration shows that little lock making it look like you are stuck with it. Thankfully you do not have to create a new workbook!
Navigate back to the Add-ons menu and start creating a new report. This will set up a new configuration sheet, without changing your original configuration and allowyou to house multiple reports in one workbook.
Having data is nice, having it refresh with more recent data is even nicer.
You can refresh your reports at any time via the Add-ons menu.
You can select one or more reports to refresh. If you want to update your last seven days report but leave last month’s data alone, you are not forced to update all of them at once. Simply toggle the checks and you are good to go.
The add-on will print an error if an error pops up. This includes a sheet can’t be created, the data pull failed, or the report was not successfully completed.
You can find this information at the bottom left of the configuration sheet. It’s not immediately obvious sometimes which is why I mentioned it here.
Fun Metrics to Play With
You’ll have access to most AdWords columns in the add-on. This means you have access to bid simulator numbers, impression share, quality score factors, and all those other pesky metrics you go back and forth adding to columns when you download reports.
Quick Example – Keywords with Traffic
If you have not been using the Query function, you should. The query function allows you to return rows, filter, and perform basic operations on a table. All of this happens in one line.
Let’s take a simple example and say we want to monitor any keywords with a certain number of impressions and clicks. Yes this a silly example but if you grasp the mechanics you can scale up to handling SQRs, bids, and all sorts of data manipulations.
Using the add on to pull search term data, we can set up a new sheet with conversion and cost thresholds, write a query, and return the best and worst performing keywords.
This plugin allows you to pull any AdWords data, meaning you can easily feed it back into a template or tool. This could be for basic analysis, like analyzing your quality score factors. You could also use it to automatically calculate your keyword bids. Once you’ve done that you can connect a simple script to upload the changes and have your own bidding platform!
You can also pull multiple accounts at once to streamline reporting, monitor the health of a group of accounts, and keep track of global spend. Anything spreadsheet or process related can be upgraded by using the new add-on to handle the data import.
Father’s Day is coming up and a lot of magazines are putting out lists of great Father’s Day gift ideas. But did you know that you can take those lists and use them to come up with Amazon FBA product ideas, too? In fact, using magazines and high end stores is one of my favorite ideation methods for Amazon FBA product ideas. Recently, my wife showed me a list of gift ideas from Real Simple for Father’s Day. And there were a couple things that really surprised me. All the products looked pretty easy to source on Alibaba. In fact, one hot product I could source for as low as $1.00 per unit landed! Most of the average sales prices on Amazon are right in that Amazon FBA sweet spot: $18-40. One cool product actually has an average sales price of $50+. Some really cool packaging and logo design on these, too, to help you get your creative juices flowing when it comes to package design. Most of this stuff is evergreen, too. That means it sells year ’round. Always be researching (ABR). As an experienced Amazon seller (going on 3 years now!), I’m constantly on the lookout of product ... Read More
I was first introduced to the concept of flow as we reworked our brand story. The brainchild of psychologist Mihaly Csikszentmihalyi, flow is the engaged focus in an activity that brings an elevated level of enjoyment and fulfillment.
The concept of flow technically consists of eight elements, but we map everything to a subset of five critical components:
Thankfully, everyone is capable of experiencing flow. Whether it’s project management, user experience, content personalization, or lead nurturing, we have endless opportunities to create flow on a regular basis—we simply need to be deliberate about it.
Flow in Marketing
The heart of flow relates to effortless engagement and the peace of mind found in getting lost in an activity without a thought of the outside world. It happens in sports, music, gardening—even in digital experiences like content bingeing.
Let’s consider a hypothetical involving the customer journey: A potential customer becomes aware of your brand through a piece of thought leadership and clicks through to learn more. We can start by ensuring our website meets expectations when this person clicks a link in the article. His or her goal was to learn more, so we want the content on our website to address the specific topic while also providing a relevant next step.
This seemingly small step ends up addressing three of the five conditions necessary to fuel flow. It enables a concrete goal by encouraging people to learn more about the topic. The messaging addresses the topic and ensures customers know they’ve reached the right place, thereby providing clear and timely feedback. It also eliminates any fear of failure by ensuring people find exactly what they came for.
To meet the remaining conditions for flow, we need only do two things: Eliminate distractions, and ensure a balance between the challenge and skill level. In this context, we could solve both problems by focusing on user experience. If we’re using content personalization, we can emphasize relevant information. If not, we can adjust featured elements based on the timing of the article’s publication.
This is just one example. If we extend this approach through the life cycle of the customer and his or her needs, adapting our channels accordingly, there are many opportunities to streamline the digital experience and create flow.
Marketing strategist Ardath Albee argues that we should swap out campaign-based approaches in favor of a simpler continuum approach. By focusing on continuity in customer experiences, we create conversational engagements that can help fuel flow.
Considering the long buying cycle common in the B2B sector, adopting an approach that seamlessly supports continuity can help us conquer many challenges.
How to Implement Flow in Your B2B Marketing
Follow these five steps to make flow work for you. For this sample process, we’ll discuss how to get a B2B audience to consume more content in one sitting.
1. Establish Clear Objectives
You must provide a next step for each action to create a consumer continuum. Look for opportunities to get the next piece of content in front of consumers to encourage a content binge. That might mean recommending related articles inline at the end of a piece, adding a slide-in widget, or automatically loading the next article.
This creates flow by establishing clear goals and reducing the distraction of having to figure out a next step. It also ensures skill level matches the challenge because it requires minimal interaction.
2. Provide Timely Feedback
Some websites feature progress bars to help readers establish the level of commitment required to consume content. Various websites use different methods of accomplishing the same goal, but each strategy helps audience members feel like they’re making progress.
Ever get sucked into a clickbait gallery that “you have to see to believe”? We all understand the logic behind eliciting clicks, but this approach ends up killing flow. I can only imagine how bad the click-through rates of those galleries must be. Readers will be more willing to continue engaging if they feel like they’re working toward something.
3. Get Rid of Distractions
Flow depends on the elimination of distractions. Medium and LinkedIn, for example, both minimize distractions well when reading articles on their platform. Readers will not binge content if noisy ads play with every new click. By eliminating CTAs (or limiting them to the most opportune moments) and other disruptive material, we can build experiences that lead to flow.
4. Eliminate the Fear of Failure
When readers are unable to find the content they want, they get frustrated and give up. In fact, 74% of consumers get frustrated when they discover that website content appears to have nothing to do with their interests. No one enjoys feeling outsmarted by poor UX and mystery navigation. Clarity is always best. Better information architecture and content personalization can help readers find what they want and ensure they feel satisfied with their experience.
5. Balance Challenge and Skill
Complicated infographics with difficult interactive controls rarely lead to flow. Content bingers should only need to scroll and click, matching a low challenge to an easily mastered skill. Some audiences prefer more challenging content, but we ensure the audience has the necessary skill level before we provide that.
Most marketers strive to achieve flow without realizing it. By understanding how flow works and following these tips to achieve it, B2B marketers can create better experiences for their prospects and start seeing the results they want—in marketing and in other areas of their businesses.
How might you apply flow to your marketing strategy? I’d love to hear about it in the comments.
The post Crafting a B2B Marketing Strategy With Flow in Mind appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
If you have ever used Facebook Ads for advertising, chances are you have had an ad disapproved at some point. It can be quite annoying when an ad is disapproved not only because it takes time to try and fix the ad but sometimes Facebook isn’t exactly clear as to why your ad was disapproved. So let us take a look at some common reasons why your ad might be flagged and what you can do about it.
Facebook Ad Review Process
Before your ad can run on Facebook it needs to pass a review process. This process includes checking the ad’s:
Keep in mind that even if everything about the actual ad is fine if your landing page is broken, does not match the service/product in your ad, or does not comply with Facebook’s advertising policies the ad can still be disapproved.
Common Disapproval Reasons
Dealing With A Disapproved Ad
So there you are, trying to get on with your busy day when you notice your ads have been disapproved. What can you do?