Genius Series Introduction – Learn the Top Secret Strategies from Amazon Seller Pros

Welcome to the Genius Series Welcome to the latest Jungle Scout project, where we will be bringing you the most transparent and up-to-date content about selling on Amazon for #freedombuilders! The Genius Series is a free in-depth guide where some of the top Amazon minds will teach you how to effectively sell your own private label products on Amazon, and it’s completely guided by YOU, the Amazon selling community! You spoke, we listened, and here we are to present an all star series for 2018. Meet Your Instructors To ensure that you’re given only the best information available, we handpicked only the best. Here are a few of the instructors for the Genius Series: Greg Mercer – CEO and Founder of Jungle Scout and 7 Year Amazon Selling Veteran Dave Hamrick – 3 Year Amazon Selling Expert and Jungle Scout Contributor Lenny Smith – 3 Year Amazon Selling Expert and Jungle Scout’s YouTube Star Becky Frost – Amazon Community Expert & Educator In addition to these four, there will be guest spots from some of the top names in the industry. Stay tuned for details! The Genius Series Survey On our quest to build the perfect “how to sell on … Read More

The post Genius Series Introduction – Learn the Top Secret Strategies from Amazon Seller Pros appeared first on Jungle Scout: Amazon Product Research Made Easy.

Source: https://www.junglescout.com/blog/genius-series-intro/

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It’s Back! The Golden Ticket Contest Returns for Hero Conf Austin!

That’s right, your chance to win one of three FREE tickets to Hero Conf Austin, our annual all-PPC conference, begins on Tuesday!

As an avid reader of PPC Hero and friend of Hanapin Marketing, we’d like to say thanks by offering up the chance to win your way to Hero Conf Austin, April 16-18, on us!

We have 3 golden tickets for Hero Conf Austin and all you have to do is follow three simple steps for your chance at winning one of them!

We’re hiding our golden PPC friends within the content on PPC Hero over the course of the next week – the first will make it’s way onto the site Tuesday, January 23. The second flies in on 1/24 and the third on 1/25. We’ll send out a reminder post next week.

So how do you win? It’s simple, really.

Find our Golden PPC Hero within the content on the site and take a screenshot.
Post a screenshot of the Golden Hero from that day’s contest to Twitter with #HeroConf.
Direct Message @HeroConf the title of the article where you found the Golden PPC Hero.

That’s it!

After a day of collecting entries for each Golden Ticket, we’ll select a random winner from the collection of screenshots (so it’s in your best interest to keep the Golden Hero’s location to yourself). That winner is headed to Hero Conf Austin with a complimentary conference pass from PPC Hero!

The more heroes you find, the better your chances to win. Learn more about Hero Conf Austin here.

Happy Hunting!

The Fine Print: Only one winner will be selected for each of our 3 golden tickets. For each ticket, the winner will be randomly chosen from all tweets and direct messages containing the correct information. Winner will receive one (1) complimentary conference pass to Hero Conf Austin, April 16-18. Travel and hotel costs are still the responsibility of the winner. Yay for free stuff!

Source: https://www.ppchero.com/its-back-the-golden-ticket-contest-returns-for-hero-conf-austin/

4 Ways a Knowledge Management System Helps Align Your Strategy

What is essential for running a business effectively? Is it the happiness of employees, its processes, proper investment, marketing, sales, or the profit generated? If we look from a bird’s eye view, each of these creates a chain reaction and carry equal weight. For all businesses, profit and revenue are key targets. But what are the essentials of generating profit? And, more importantly, what can a company do to achieve their objectives in the desired period of time?

According to entrepreneur & investor John Rampton, there are 10 ways to get more profit out of your business. He states that advertising and marketing are crucial for generating sales and profiles. Thomas Jefferson also said, “The man who stops advertising to save money is like the man who stops the clock to save time.”

The question now, if marketing and advertising are the essential elements to generate sales and profiles, how is the process managed and executed when it comes to large-scale businesses? Is this an idea that works merely on paper or is there really a system to aligning marketing and sales that works?

In today’s technology and data-rich environment, knowledge-based systems are a common solution. These systems ensure smooth organizational processes and provide value for its employees.


According to a Global Deloitte survey, over 80% of Deloitte Knowledge users indicate that sharing knowledge leads to competitive advantage and adds real client value.


Deloitte­ states that knowledge-based software increases company benefits in several ways—one of which is increasing client satisfaction by delivering value insights. These systems make sure that all communication and processes run smoothly within the organization.

In this blog, I’ll show you four ways that a knowledge management system can help your company achieve its goals.

1. Intimate Company Knowledge

Consider investing in a knowledge management system to get deeper insights into your business process performance. As the name implies, a knowledge management system can provide actionable, data-driven insights. For example, in human resources, it can track all hires, fires, involvement, and any other process you and your teams might have been through.


For any marketing strategy to work, it is imperative to know every detail you can about your customers and everything there is to know about the market.


Consistency in customer experience and the constant ability to improve and document processes are also critical for success.

2. Potential Recognized

A central repository of easily referenceable information can be absolutely invaluable. From operations to human resource, marketing, sales, production, and more, a detailed record of activities can be streamlined and managed. There is no shortage of data, the real question is how to utilize that data to craft predictions and accurately measure potential across the board. For budgeting and scaling purposes, this can cut your workload down dramatically.

3. Marketing and Sales Alignment

Efficient execution needs effective team collaboration. Whatever the task may be, it cannot be executed well without the help of a team. When a project is assigned to a particular group of employees, it is necessary for everyone to have visibility into the process.

When marketing and sales are working together, these systems are an effective way of cross-team communication. Consistent information is necessary for each department within your organization to make data-based decisions. For marketing and sales to align and produce the best results, information sharing can only make things better.

4. Market Research

The most effective strategy is one which has been well researched. A knowledge-based system is a single location containing all of your company’s historical knowledge. This means it contains all research essentials you might require. Everything from customer insights to target audience information, data analytics, and competitive research. Why invent the wheel when exploring a new strategy or campaign you’ve already executed some fantastic research?

Have you used a knowledge management system before? How might you benefit from implementing one? I’d love to hear about your experiences in the comments.

The post 4 Ways a Knowledge Management System Helps Align Your Strategy appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: https://blog.marketo.com/2018/01/4-ways-knowledge-management-system-helps-align-strategy.html

From Last Click To Position-Based: An Attribution Test

An Attribution Test

Whodunit” is more than just a popular detective narrative, it is an important question in PPC as well. Attribution seeks to answer that question. So, choosing the right model for your account is important. In this blog, we’ll cover a quick overview of Google’s attribution, what led us to consider testing a different attribution, what changes you can expect, our results, and advice for future tests.

Attribution – Quick Overview

As defined by Google, “an attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.” When deciding which model to employ, there a several to choose from:

  • Last Click
  • First Click
  • Linear
  • Time Decay
  • Data-Driven
  • Position-Based

The two different attribution models that we will cover here are Last Click and Position-Based. For more information about attribution models, check out How To Use AdWords Attribution Models by our very own Kristin Vick.

Before diving in, here are two working definitions for Last Click and Position-Based.

Last Click –  This model will give all of the credit for a conversion to the ad that was last clicked and the corresponding keyword. This is the most common model.

Position-Based – This model will give 40% of the credit to both the first and last clicked ads and corresponding keyword, with the remaining 20% spread out across other clicks on the path.

Why make a switch?

I work with an Ecomm client that specializes in selling high end products. The Last-Click model we had been using was not giving us the best picture to guide our decision making. Knowing that this product does not prompt impulse buys, we knew that we were overvaluing the last touchpoint on the customer journey. In fact, when we compare this client to a lead gen client we see that it takes the average customer about nine days before committing to a purchase compared to lead gen’s one day.

Here is an example of a lead gen client. 96.69% of conversions are completed in a day or less.

Lead Gen Time Lag
Lead Gen Time Lag

In this example, our Ecomm client selling higher end products has 25% of their conversions and 19% of revenue come in after 12+ days.

Ecomm Time Lag
Ecomm Time Lag

Using the Top Conversion Path report from Analytics as a guide, we can see that a Last Click attribution model could lead to the undervaluing of Display.

Funnels

While customers may not end their journey with Display, it does play a significant role in the journey to conversion. Especially as this is often a customer’s introduction to the business. In the example above, if you receive a lead that is generated by display and closed by paid search and you are using a Last Click model, you risk undervaluing display while over valuing paid search.

We landed on the Position-Based attribution model because this specific account was not eligible for Data-Driven. Here is more information about the data-driven attribution requirements. If Data-Driven is not an option, Position-Based attribution modeling is the next best option.

What Will Change?

After making the switch, you will begin to see partial conversions in your account.

Conversions

This means that there were interactions with these campaigns that did not result in a full conversion. They were, instead, a stepping stone on the customer journey.

Another change you can expect is for Brand conversions to marginally decrease. Before making any lasting changes, you can use Google’s nifty Attribution Tool.

Attribution tool

For this account, moving from Last Click to Position-Based would result in 2.56 fewer conversions and a $1.42 increase in Cost / Conv in the Branded campaign.

 Non-Brand campaigns would result in about 3 more conversions. Again, don’t expect major shifts in data. This switch serves as a guidepost in determining which ads, keywords, ad groups, and/or campaigns are a part of the customer journey.

 Results

As expected, there weren’t major data changes. In this specific example, there were two extraneous factors at play:

  1. Seasonality
  2. Budget shifts

With this client, their business operates under heavy seasonality. Because of the extreme variations in MoM performance, we have found YoY data comparisons to be more helpful. Large and unforeseen budget shifts were also a factor. YoY we spent 28% more in 2017. MoM we shifted the budget down by $5,000. With spend varying so drastically, it is difficult to decipher the true impact of attribution changes.

Spend differenceEven with seasonality and budget changes in mind, we did see some changes in conversion rates. Non-brand conversion rates increased by 21%. This aligns with Position-Based attribution as we would expect Non-Brand to fall in the first to mid click path range.

Conversion rate with positive change

Brand, however, had a decrease in conversion rate. Again, this is to be expected as Brand will typically be the last click before conversion and as we have shifted away from the Last Click model, we expect Brand conversions and rates to reflect this change.

Conversion rate with negative change

Conclusion & Advice

Seeing as how hindsight is 20/20, I have some advice for those of you hoping to test out a new attribution model. Firstly, begin the attribution test at the start of a month. This will give you fresh data and will allow you to compare new data to a whole, completed month. Next, if it is in your control, hold off testing this switch when going into any kind of seasonal downturn. It makes judging the overall effectiveness of the test complicated. Mitigating other major account shifts, such as large restructures or budget shifts will also help when concluding testing.

Overall, making the move to Position-Based caused us to value our Non-Branded campaigns more and to keep keywords we might have turned off with the Last Click model. With all things in PPC, happy testing friends!

Source: https://www.ppchero.com/moving-from-last-click-to-position-based-attribution/

Doing the Two-Step: Opt-In Forms That Is [A Psychology Principle With Conversion Data]

I’ve no idea how to actually do the two-step. Apparently it looks a little something like this:

It’s way too complex for me. Fortunately, when it comes to marketing, the two-step opt-in form is much simpler.

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.single-product-marketing .card-system-page.section-lib-post.container .card-system-sidebar {display: none;}
hr {margin:70px auto !important;}
a img {cursor: pointer !important;}

What is a Two-Step Opt-In Form?

Well for starters it’s a two-time hyphenated term that’s really annoying to type. Functionally though, instead of including a form on your landing page, blog, or website, you use a link, button, or graphic to launch a popup that contains your form.

Why are Two-Step Opt-In Forms Good For Conversion?

There are two reasons why this approach is good for conversion rates, both of which have an element of behavioural psychology.

  • Foot in the Door (FITD): The FITD technique is an example of compliance psychology. By design, it’s good because the form is launched after a user-driven request. They clicked the link to subscribe with the intent to do exactly that, subscribe (or whatever the form’s conversion goal is). The click demonstrates the reaction to a modest request, creating a level of commitment that makes the visitor more likely to complete the form (the larger request) when it’s presented.
  • Perceived friction: Because there is no visible form, the idea of filling out a form is not really top of mind. This reduces the amount of effort required in your visitor’s mind.

What Does a Two-Step Opt-In Form Look Like?

Let’s try a demo. You can subscribe to follow along with Product Awareness Month here. Clicking that link uses the two-step concept to launch a popup containing the subscribe form.

Pretty simple, right?

You could also click on any of the images below to do the same thing.

I configured all of these with Unbounce Popups by targeting this blog post URL and using the “On Click” trigger option set to function when an element with the ID #pam-two-step-v1 is clicked.

This trigger option is awesome because you can apply it to any element on your pages. And as you’ve just seen, you can have as many different popups as you like, all attached to different page elements.


You Can Also Use a Sticky Bar for a Two-Step Opt-In Form

The functionality is exactly the same if you want to use a Sticky Bar. Click the image below to show a Sticky Bar with a form, at the top of the page.


How Do Two-Step Opt-In Forms Perform?

Great question! I’m glad you asked.

Throughout Product Awareness Month I’ve sprinkled a few two-step opt-in popup links like this one: Subscribe Now. I’m also using the exact same popup using the exit trigger, so visitors see it when they are leaving the page.

To compare the data, the exit popup obviously gets seen a lot more as it triggers once for everyone. Conversely, the “On Click” popup gets fewer views because it’s a subtle CTA that only appears in a few places.

You can see some initial conversion rates below from the Unbounce dashboard.

Not huge sample sizes just yet (I’ll report on this again at the end of the month), but the difference is staggering.

The “On Click” triggered popup conversion rate is 1169% better than the exit popup.


Convinced yet? I hope so. Now I’d like to challenge you to try your own experiments with popup triggers and the awesome two-step opt-in form.

Sign up for a 30-day trial and build some Popups today. You also get the Sticky Bar and Landing Page products included in your account.

Cheers
Oli

p.s. Come back tomorrow to see a video interview I did with the awesome Head of Marketing at Shopify Plus, Hana Abaza.

Source: http://unbounce.com/product-marketing/two-step-opt-in-forms/

5 Things We’ve Done to Increase Our Organic CTR by 300%

If you follow the latest SEO trends, you are probably aware that RankBrain, Google’s AI-driven algorithm, is set to become even more powerful in 2018. Whether organic click-through rate (CTR) affects Google rankings is no longer a question. There is no doubt today—its influence is stronger than ever.

CTR along with the dwell time (how long someone spends on your website) are two critical things that RankBrain focuses on. It’s pretty simple—the more clicks you attract with your search result, the more likely Google will give you a ranking boost.

Why?

Brian Dean has nailed it: “If your website is getting clicked on like there’s no tomorrow, why would Google keep it buried in the #9 spot?”

On a Mission to Give Our CTR a Boost

Our marketing team at Chanty was surprised to notice some of our articles around long-tail, low-competition keywords receiving a natural ranking boost with no additional efforts from our side. It turned out, once the article gets to the #1 search results page on Google, it skyrockets to the top if the click-through rate is above average.

The spot your page gets in Google results could become a game changer. According to a recent study, the #1 search results in Google tend to get about one-fifth of all clicks. The top three results receive almost half (!) of all the clicks. With impressions → clicks → leads → sales funnel most companies are building their business around, the position switch from #5 to #1 may result in x4 revenue increase.

Realizing the importance of CTR, we shifted focus to improving the way our website pages are presented in Google search results.

In this blog, I’ll tell you about the five things we’ve done to increase our organic CTR and how you can apply those to your business moving forward.

1. Adding a Personal Touch

The ‘Content is a King’ trend is far from its sunset. In fact, it’s getting bigger each year. Although severe competition has taught marketers to write in-depth, engaging, educating and fun content, there are still a lot of irrelevant, auto-generated, ‘content for the sake of content’ results. It’s particularly true in the niche of communication software comparisons and the reviews we’ve chosen to compete with.

No wonder that opinion-based, human-fraiendly articles like our We’ve Tried 4 Slack Alternatives during 4 Weeks (our Team Feedback) attract plenty of eyeballs. Adding words like ‘our experience’, ‘our feedback’, ‘we’ve tried’, ‘our team’, etc. allows us to resonate with our target audience and have a positive impact on CTR. After we adopted this trick, our team made sure to add a bit of personal flavor to all blog articles where it was applicable. Key Takeaway: Share your experience. Express an opinion of your own and reflect that opinion in your content, including the headline.   

2. Standing Out With Featured Snippets

Climbing to the Google top is absolutely crucial. Even if your page occupies the #1 spot, don’t relax just yet. Chances are the page snippet isn’t even visible till the user scrolls down. If you take a look at the first screen Google shows you for “Slack alternatives”, one of our target keywords, you can see the organic search results aren’t even there.

Slack Alternatives

As you scroll down, you may also see featured snippets—another reason you are experiencing traffic decline.

Featured Snippet

Featured snippet for our target keyword in Google

Did you know that CTR for the first organic result falls below 20% if a featured snippet is present? When it comes to organic opportunity within Google, featured snippets are an incredible opportunity to showcase your thought leadership. Be diligent with your keyword research and identify the ways that you can move into the featured snippet you’re looking to capture.

3. Staying Different

Apart from featured snippets, there are many more ways for you to stand out. Brackets, numbers, special symbols like ‘&, @, %’ in the title can drive attention to your snippet and boost the click-through rate.

Years ago, marketers were exposed to some studies claiming that headlines with numbers drive twice as many clicks than “how to” headlines. Or that odd-numbered headlines have a 20% better CTR than headlines with even numbers. Or that using brackets in headlines gives you a 38% CTR boost. The question is, are your competitors doing the same?

It’s hard to appear different if the search results are packed up with your rivals doing exactly the same thing.

Before publishing an article, take a look at the Google search results page for a keyword you are planning to target. Come up with a headline that is different from what everyone else is doing. If the titles abound with ‘7 Ways’, ‘12 Tips’ and ‘17 Tricks’, you should probably think of another way to attract attention. Consider even small differences like odd vs. even numbers or positive vs. negative sentiment.

4. Backlinks. Seriously

No, backlinks don’t affect your CTR directly. Let me begin from afar. Organic CTR is the ratio of organic clicks to impressions. It means that you need to have impressions in the first place. Obviously, you won’t get many impressions if your site appears on the Google search results page #7. A few impressions result in even fewer clicks. Even if you have the best CTR in the world, chances are there won’t be enough data for Google to analyze and push your result to the top.

That’s where backlinks come in handy. High-quality domains pointing to your site signal Google to give your site a boost and voila—improvement! Of course, there are many more ranking factors, but backlinks are by far among the most important. Once you get to the first page, you can start fighting that CTR battle.

5. What Matters Is On the Inside

We’ve noticed that once the site gets to the first Google search results page, its position number is no longer about backlinks. The screenshot below from ahrefs.com shows the first page results for one of our target keywords along with the number of backlinks and backlinking domains supporting each result. You can see that ‘the more backlinks—the higher’ rule doesn’t work in this case.

Ahrefs

Data on backlinks and referring domains, Ahrefs.com

Now it’s RankBrain that determines your spot. And as you already know it focuses on both CTR and dwell time. If you are after a sweet spot in the top results of Google (where, naturally, CTR is higher), you totally need to work on stretching the time visitors spend on your page.

How Do You Increase the Dwell Time?

We’ve thoroughly researched this issue and here are some practical tips from our marketing team:

  • Make it ridiculously detailed. In-depth content is more likely to keep your visitors engaged and prevent from bouncing. Take a look at your competitors and work on the piece that’s better in every way—more educating, more insightful.
  • Check if your content is easy to scan. Break it into paragraphs, add headings, subheadings, images, gifs, memes, bulleted and numbered lists, graphs, tables, etc.
  • Add in-article videos. Just think how your dwell time would increase if your visitors spend 2-3 extra minutes to watch a video.
  • Experiment with fonts. The font you are currently using may be hard to read. Why not adopt the successful experience of others? I bet guys at Medium did a lot of research and polished their fonts, font sizes, font colors, and paddings to perfection.
  • Use simple language. Choose simple words, make easy-to-read sentences and combine those into short paragraphs. Putting some of the sentences as stand-alone paragraphs make your texts easier to comprehend.

We’ve done everything we can to make our content as easy to read as possible. We are still far from perfect. Nevertheless, they’ve improved significantly. Decent dwell time along with the higher-than-expected CTR (we’ve started with 3-4% and turned it into 15-20%) led to serious position boost over time.

Google Analytics

Google Analytics data on the average CTR and position for our target keyword 

In the End…

Organic CTR is vital for a reason. It determines the number of clicks to your website which ultimately affect your sales. They say, RankBrain is taking over and will soon become the critical ranking factor replacing backlinks. If you don’t want to be left behind, you should think of user engagement signals today. While backlinks are still valid, it’s time to employ their power to its fullest capacity and get your pages to the top.

Once you are on the first page, stand out with your headlines, featured snippets, and personal approach. Make sure the content is worth reading. Educate your visitors and keep them engaged for a long time.

Hopefully, my advice helps you increase organic CTR. I’m sure our example is just one of the many islands in the ocean. What about your experience? Feel free to share useful tips and tricks on increasing organic CTR in the comments below.

The post 5 Things We’ve Done to Increase Our Organic CTR by 300% appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: https://blog.marketo.com/2018/01/5-things-weve-done-increase-organic-ctr-300.html

Launching Facebook Event Ad Campaigns

Have you ever had to create a PPC campaign to hype an event?  Facebook event campaigns allow you to drive event attendees by leveraging the social nature of the platform.  The highly focused audience targeting means that Facebook can be highly effective during the short life of an event campaign. The goal of this blog post is to show you how to build a Facebook Events campaign and how to implement targeting and other tactics along the way. Understanding the setup and targeting of Facebook event campaigns will prepare you for your company or client’s next big event.

Before you start

There are a couple steps you must take before you start creating your Facebook events campaign. You may need to connect your Facebook page to ads manger if it is the first-time advertising for your business’ Facebook page.  To do this, grant administrative access to the ads manager for the Facebook page hosting the event.  Next, you should confirm the event for your campaign is already setup, with all the correct details.  Remember the event is tied to your business’ Facebook page, not the ads manager. With the Facebook event (on the organic Facebook page) ready and admin access granted to the Ads Manager, it is time to start creating the campaign.

Creating a campaign

A new Facebook events campaign is created by launching a new engagement campaign. See below:

The objective is set to event responses. See below:

The engagement campaign is designed to get more people to see and interact with your event.  It is important to keep in mind any naming conventions your account uses while entering the campaign level details.  At the campaign level, the only two factors you must consider are the objectives and naming conventions.

Creating an Ad Set

Ad Set creation is the next step in launching your Facebook Events campaign. If you normally launch non-Events Facebook campaigns, this part will be familiar. If not, I have a few targeting tips to get you started.

Audience targeting is completed at the ad set level so it is important to have your targeting strategy before beginning the ad sets. I recommend that you create multiple audiences across the ad sets to test which audience targeting performs best. For an events campaign, as well as your other Facebook campaigns, it’s recommended that you use your business’ audience insights to develop the audiences you want to test. See below:

To start, you should create an ad set with a basic audience using detail, age, and location targeting.  I recommend using lifetime budgets for events campaigns. Lifetime budgets are ideal for events campaigns due to their limited run time. You should also consider ad scheduling, depending on the type of event you are promoting. For example, if it’s a corporate event, you might want to run your ads mostly during the day when employees might see the ad. On the flipside, a social event for a restaurant might be best served in the evening when the users on Facebook aren’t looking at work-related sites or events.

Beyond basic audience targeting tactics, custom or lookalike audiences can be used to target an audience further down the funnel.  Custom or lookalike audiences allow you to utilize existing resources or data, such as customer email lists, to target a highly focused audience. Custom audiences built from previous user data are often more likely to be interested in your event because they have previous exposure to your brand.

Creating Ads

Creating ads is the final step before launching your Facebook event campaign.  The ad level is where the event campaigns are most notably different from other engagement or traffic campaigns.

The event associated with the campaign is selected at the ad level.  After selecting the appropriate event, creative and copy selections must be made.  Facebook event ads are compatible with single image, single video, or slideshow formats.  The single image format will default to the Facebook event’s image if an image is not uploaded.  Although not required, there is a text box.  Unlike traffic ads, event ads don’t allow for headline or news feed description ad copy.

Events ads allow the creator to included tracking parameters to track event responses, but unfortunately event ads are incompatible with third party event tracking software.  To help negate the incompatibility, inserting a bitly link to an external registration page into the ad copy will allow participants to also register externally for an event.  It is important to confirm the Facebook page that is represented in the ads before completing ads.

Launching Your Facebook Event Campaign

Now that you’ve created your campaign, set your audience targeting at the ad group level, and built your ads, you’re ready to launch. Always do one final check to ensure your ad scheduling matches the event (so you’re not advertising AFTER the event has ended) and make sure that if you advertise for multiple Facebook pages you’ve selected the correct page at the ad level.

That’s it – I hope this quick guide to Facebook Events campaigns helps you generate more attendees at your next event.

Source: https://www.ppchero.com/launching-facebook-event-ad-campaigns/

9 Creative Sticky Bar Examples – Plus 21 New Unbounce Templates

Sticky Bars are the less intrusive cousin of the noble Popup. They appear at the top or bottom of the page (and sometimes the sides) when a visitor arrives, leaves, scrolls down or up, stays on the page for a certain time period or clicks a link or button. They have a million useful use cases, some of which you may not have considered.

In today’s Product Awareness Month post, I’ll be sharing:

  • 9 Sticky Bar Examples From Out in the Wild: These are examples the team has found on other folks websites, and a couple of our own.
  • 21 New Unbounce Sticky Bar Templates: Check out our latest designs that you can use today.

To get things started, here’s an example that I’ll talk about later in the new templates section. Click to show a Sticky Bar with a countdown timer.

I’d love to see your Sticky Bars too, so drop me a link in the comments, please.

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.exampleTitle {padding:20px 5% 20px 9% !important;margin-top:50px !important;}

9 Creative Sticky Bar Examples to Inspire Your Next Campaign

Discounts and newsletter subscriptions are valid, common and effective use cases, but I want to explore different types of interaction design, or campaign concepts that can compliment what you’re already using them for.

#1 Maybe Later

If you’ve been following along with Product Awareness Month (PAM), you’ll have seen the “Maybe Later” concept. This is where an entrance popup morphs into a persistent Sticky Bar when your visitors click the middle “Maybe Later” button instead of yes or no.

You can see a live demo of how it works here. A popup will appear when you arrive. Click “Maybe Later”, then refresh the page and a Sticky Bar will appear, and can be configured to show up site-wide until you convert or say “No Thanks”.


#2 Sticky Bar to Popup

This concept is the exact opposite of “Maybe Later”, and it uses a concept known as a two-step opt-in. Instead of showing a form on the Sticky Bar, it just shows a button to express interest.

Click-Through Sticky Bar

When you click the Sticky Bar CTA it launches a popup to collect the email address. This two-stage concept can increase conversions because the first click establishes intent and a level of commitment to continue – while not showing a scary form right away. I’ll be discussing the two-step opt-in in a future post.

Lead Gen Popup


#3 Sticky Video Widget

You’ve seen these on many blogs I’m sure. It’s really cool functionality for increasing engagement in your videos. You can see a demo here. And instructions on how to implement it can be found in the Unbounce community here.


#4 E-commerce Product Reminder

This example is really cool. As you scroll down a product page on an e-commerce site, an “Add to Cart” Sticky Bar appears when you scroll past the main hero image.


#5 E-commerce Checkout Discount Nudge

This Sticky Bar sticks with you for every step in the photo creation and checkout process. Clearly, they are comfortable with the coupon being applied to the sale because it’s an incredibly competitive business niche and let’s face it when you see a coupon code field you go searching for one. So why not just offer it straight up.

For the record, trying to buy canvas prints to deliver to family in the UK is a freakin’ nightmare. I had to try 8 different sites before one of them would allow me to put a Canadian address in the billing info fields. They are losing a TON of money by not realizing that customers can be in other places.


#6 On-Click Side Slide

On-click Sticky Bars and Popups are the best kind when it comes to a permission-based interaction. You make something interesting and ask people to click on it. In this example, there is an element on the left side of the page which slides in from the side when clicked.

Unbouncer Noah Matsell created a similar thing in Unbounce (see demo here). It doesn’t actually use a Sticky Bar. Instead it’s just a box with text in it. I love how it works. Try it out, and think about all the cool stuff you could stick in a sidebar.


#7 EU Cookie Policy

European Union laws around privacy are some of the toughest in the world, and for the last few years, the EU Cookie Privacy Law required that all EU businesses, as well as international businesses serving EU customers, show a privacy statement with a clickable acknowledgment interaction. I’m not a lawyer so I don’t know all the ins and outs, but needless to say, it’s a great use case that you may not even know that your web team or legal team actually needs.

Coming up in May is the new GDPR legislation which will usurp this law, but offer its own needs and requirements, so stay tuned for more on that, and how you should be dealing with it. In fact, I did a quick poll on Twitter to see what people thought about the cookie law and got an interesting mix of responses. Don’t be in the “Haven’t dealt with it yet” camp when it comes to GDPR. That could get you dinged.

We released a new Cookie Bar template below that you can use until you deal with the new legislation.

#8 Microsite Navigation

Another example from earlier in Product Awareness Month. You can use a Sticky Bar as the connective global navigation that turns a group of landing pages into a microsite.

A really simple way to create a multi-page marketing campaign experience.

#9 Net Promoter Score (NPS)

Net Promoter Score surveys are a method of measuring how your customers feel about your product or service. Based on a scale from 0-10 and the question “How likely are you to recommend {company name} to a friend?”

Co-founder Carter Gilchrist made this NPS demo to show how it works:


Follow our Product Awareness Month journey >> click here to launch a popup with a subscribe form (it uses our on-click trigger feature).


21 New Unbounce Sticky Bar Templates You Can Use Today

We just released a whole bunch of new Sticky Bar and Popup templates which you can see inside the Unbounce app screenshot below. I chose a few of them to showcase below based on some of the examples I discussed above.


Sticky Bar Template #1: Countdown Timer

Countdown timers are great for creating a sense of urgency, and can have a positive influence on conversions as a result.


Click to show this Sticky Bar at the bottom | at the top.


Sticky Bar Template #2: Location Redirect

If you have multiple websites or online stores, you can use Location Targeting (Unbounce supports city, region, country, and continent) to let people know there is a local version they might want to switch to.


Sticky Bar Template #3: Product Release

Announce product releases on your website to drive people to the features page of the new product.


Sticky Bar Template #4: Cookie Privacy Law

As I mentioned earlier, this is big for companies in Europe, and also businesses who have European customers. On May 25, 2018 this law will be usurped by the new General Data Protection Regulation (GDPR).


Sticky Bar Template #5: Product Beta Access

Build an email list for an upcoming beta release.


Sticky Bar Template #6: Product Hunt Launch

Product Hunt can be a great place to launch new products. To be successful you need to get upvotes and you can use a Sticky Bar to send people there from your website.

Check Out Our Sticky Bar Live Demo

We built a cool tool that shows what Sticky Bars and Popups look like on your site. Simply enter your URL here to preview. It even grabs your brand colors and in this case, Amanda from Orbit Media makes a cameo appearance.

Cheers
Oli Gardner

p.s. You should check out The Landing Page Analyzer. Why? Because – hyperbole alert – it’s the single greatest tool in the history of the world when it comes to grading your landing pages.

Source: http://unbounce.com/product-marketing/creative-sticky-bar-examples/

New Sessions. New Networking. An All New Experience.

When we get feedback on ways to make Hero Conf more relevant, more actionable, and more meaningful, we take it pretty seriously. It’s our most powerful tool in creating an event we believe helps our industry thrive. And we’ve used that information to build our best event yet, April 16-18 at the Hilton Austin.

Hero Conf Austin is the premier all-PPC event, designed for the dedicated digital advertising professional like you. And we’re excited to share:

All New Topics
Only the most actionable, most relevant session make it onto our schedule, where 41 all-PPC sessions allow you to create an agenda specific to your company’s needs. New session include:

  • The New AdWords UI
  • Moneyball Analytics
  • Quora Ads
  • Amazon Ads

All New Networking
Because events are about so much more than just the content. With such specific PPC knowledge present, get to know your peers and industry luminaries at:

  • Austin-Centric Events
  • Facilitated Meet-Ups
  • Alumni Events

All New Extras
Plinko for great prizes anyone? At Hero Conf, we strive to go above and beyond to make your experience one-of-a-kind. Enjoy:

  • The Hero Conf SWAG Shop (with Hero Conf bucks)
  • BBQ, Tacos, and the best of Austin food
  • PPC Association Workshops

We can’t wait to show you how Hero Conf is evolving, to become the event you need! But discount tickets are limited and will sell out soon. Get one of 40 tickets remaining at 26% off before January 31!

Grab one today!

Source: https://www.ppchero.com/new-sessions-new-networking-an-all-new-experience/

What Cards Against Humanity Can Teach Marketers About Content Personalization

Inspiration can strike at any moment. I never thought I’d have a revelation about marketing during a game of Cards Against Humanity, but we don’t get to choose when the lightbulb goes off.

For people unfamiliar with Cards Against Humanity, it dubs itself the “party game for horrible people.” Players match cards containing various risqué phrases to make clever combinations—like Apples to Apples with a hefty dose of vulgarity. During each round, one player serves as the “card czar” and selects the winning card combination.

I was the card czar when I had my eureka moment. While watching the game unfold, I noticed how players adapted their strategies based on everyone else’s sense of humor. You quickly recognize who responds to toilet humor, political incorrectness, or wildly offensive combinations. Players felt one another’s preferences out, made riskier plays to gauge reactions, and then stored pertinent information for later wins.

As the game progressed, I realized how similar this exchange was to content personalization. Marketers work to understand their audience, offer content they think will resonate, and use the data they gather to create relevant experiences. Marketers would be wise to take notes on how winners in Cards Against Humanity play their hands.

In this blog, I’ll show you what you can learn from Cards Against Humanity as a marketer and how to apply those learnings to your content personalization strategy.

The Overlap Between Marketing and Cards

In truth, there’s nothing personal about a Cards Against Humanity deck. Each version ships with the exact same set of cards. What makes the game feel personal are the unique combinations that play to one’s sensibilities by delivering relevant content.

In the same way, there’s nothing personal about a product offering, sales pitch, or piece of marketing collateral. The personalization emerges when marketers pair that content with the sensibilities of their target audience.

Players win by getting approval from an individual rather than from the entire crowd; marketers win by convincing one person at a time. This gets slightly more complex in the B2B realm, where it’s critical to drive consensus among multiple people in different roles. Regardless of the audience, marketers who manage to personalize content and strive for relevancy will be more successful.

The Content Marketing Institute’s Robert Rose emphasizes the importance of delivering memorable, connected content experiences to audiences when using multiple platforms. Although the mechanism of delivery might change, the people behind the screen do not—they have the same sensibilities and preferences regardless of the platform.

For marketers who are eager to personalize content, Cards Against Humanity provides a beautiful blueprint. Assess your target audience, experiment, collect data, and adjust your approach. Repeat.

4 Steps to Deliver Relevant Experiences

Cards Against Humanity might feel like a silly game, but it provides an opportunity to experience the effectiveness of content personalization. Marketers everywhere can take a few cues from the popular card game to begin experimenting with content personalization.

1. Don’t Be Afraid to Take a Chance

Our company has a saying: “No information is still information.” Researching your audience is certainly worthwhile, but all the insight in the world won’t protect you from potential missteps. Instead of fretting about failure, it’s better to put your best foot forward and attempt to appeal to your audience. You can’t win the game if you never play any cards.

Start by publishing content that targets individual buyer personas. Once you have content out in the world, look for patterns in email, web, and social data. Focus on one part of the sales journey, one buyer persona, and one specific goal.

You won’t have all the answers, and that’s OK. Form an initial content personalization strategy and conduct a trial across multiple channels. Collect data on everything, giving equal attention to successful and unsuccessful strategies. Make an investment that will ensure your next attempts are even better.

2. Perform a Competitive Analysis

In Cards Against Humanity, players observe one another’s moves and are able to glean valuable insights with every round. They can see which cards their competitors play, and they can learn by watching how each person responds when they get a chance to be the card czar. Marketers must do the same thing with their competitors.

Analyze the content of the competition to increase your available pool of data. What worked for them? What didn’t? Did your company succeed or fail in the same efforts, or are your competitors doing well in a market you haven’t cracked? Use tools like BuzzSumo, SpyFu, and Crayon to evaluate your industry. Once you know what others are doing, you’ll be better prepared to respond.

3. Refine and Adjust

Players who use the same strategy for each round of Cards Against Humanity rarely emerge with a victory. We’re not playing to the group; we’re playing to the individual. Your one friend might adore toilet humor, but another player could be more amused by political commentary. Successful players watch for patterns and adjust their game accordingly.
Keep in mind, delivering killer content to the right audience in the most effective manner doesn’t guarantee success. Even the most ideal initiative can fall flat from time to time. Learn from past experiences, figure out what the data tells you, and try different approaches to see where content and context work in harmony. Adjust your narrative, messaging, CTAs, images, and format to create an evolving strategy that consistently resonates with your audience. And if it doesn’t, don’t give up.

4. Rinse and Repeat

Once you create an efficient and replicable content personalization strategy, find ways to expand it into new areas. Pursue a new customer base, attack a different point of the sales cycle, or take an entirely new risk and use the same data-driven approach to refine your game. When I play Cards Against Humanity, I like to take a strategy that works for one person and apply it to someone who appears to have similar tastes. I think in terms of persona —watching for patterns and grouping players in my head. Sometimes it works, and sometimes it doesn’t. Every time I play, however, I gain insight that will help in future rounds.

Want to see content personalization at play in the real world? Pick up Cards Against Humanity, gather a group of friends, and start playing. After a few rounds, you’ll be astounded by how the game and its strategies mirror the marketing world. By following these tips—and any insights you gain during your own games—you can enrich your content personalization strategy and gain a unique advantage over the competition.

Have you ever had a unique eureka moment like I did? What strategies have come from these moments? I’d love to hear about your inspiration in the comments.

The post What Cards Against Humanity Can Teach Marketers About Content Personalization appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: https://blog.marketo.com/2018/01/cards-humanity-can-teach-marketers-content-personalization.html