Engage to Win, a Blueprint for Success in the Engagement Economy

In a blog post earlier this year, I introduced the concept of the Engagement Economy, which is the digitally connected world we live in that demands we, as marketers and brands, communicate with buyers in ways that resonate and are meaningful. In the Engagement Economy, our customers are in charge and they are more informed than ever because of the informational convenience and convergence of search, social, blogs, video, and hundreds more easily accessible digital touchpoints. Buyers are forming opinions, reaching conclusions, and influencing others well before we as marketers have a chance to “make our pitch”.

Beyond the buyer, our existing customers today want to feel wanted and understood. They want to build long-term relationships and align with brands that care about them and connect with them on a personal level across every channel and touchpoint. The point is this: Customers want to be engaged! With that said, it’s worth exploring what that really means for us as marketers. More to the point, how we can shift our marketing strategy and effort to more engagement?

Value Over Volume

True customer engagement is the whole idea behind the book that I am writing entitled, Engage to Win, which is my call to arms to all marketers to challenge their views about what it means to really “engage with” and not “market to” their buyers. I believe that many of the digital tools we have at our disposal—email, digital ads, social media, web, mobile, and more—make it easier than ever before to automate how we understand, connect with, and communicate to our customers. Improper use, or coordination, of these digital tools is where we often falter as marketers. We prioritize volume metrics over value metrics and we miss a huge opportunity to forge meaningful relationships with our buyers. To illustrate the types of relationships that I’m referring to, let me share two examples.

  • TOMS shoes has become successful in large part because of what it stands for. You buy a pair of shoes and they donate a pair of shoes to children in need. Everyone who wears TOMS shoes knows TOMS has built a movement and invited their customers to be a part of it. Thus, it has created an unpaid army of tens of thousands (maybe hundreds of thousands) of “brand advocates” who spread the word about the company and the passion they have for the brand to their friends and followers across channels including social media.
  • Amazon has taken just about all the things people hate about retail—limited selection, slow delivery, a cumbersome checkout process and turned them into competitive advantages. You can order anything you want including clothes, movies, pet food, or automotive supplies and get it in two days or less. They started with books, but with the acquisition of Whole Foods, it’s fairly clear that Amazon wants to become the more engaged version of Walmart before Walmart becomes the more engaged version of Amazon!

These are examples of companies that connect with us as buyers in a profoundly more meaningful way than the repetitive pop-up ads that appear when you visit a website or the relentless emails you get from a retailer for which you have little interest!

The Nine Commandments of Engagement

In the precursor to my book, I offer nine “commandments” as rules of engagement that every marketer can follow to build customer relationships based on shared values and trust. These new rules start with listening to and learning from your customers before acting on what you find. They include tips that will help us as marketers be the best ambassadors we can be for our brands. The truth is that we have to curate the values associated with our brands. With that, here’s an excerpt:

ONE: Listen. Develop the discipline of continually listening to your customers via every channel you possibly can.

TWO: Learn. Take all that data you collect from customers and potential customers and turn it into insights.

THREE: Act on those insights, by dealing with your customers the way they want you to, when they want you to.

FOUR: Never forget you don’t create the engagement journey, your customers do. (You can curate it though!)

FIVE: Don’t let anyone other than you define what your organization stands for.

SIX: Everyone in the company has the opportunity to influence the engagement process—for good or evil. Choose good.

SEVEN: Never let anyone define your personal brand. Your organization must stand for something. You, as a human being, must as well. (And, of course, what you stand for will reflect on your organization).

EIGHT: No outbound content for your customer, whether it is an email, a video, whatever, should ever leave your company without being vetted by some type of focus group or feedback pool. In today’s age of hyper-reactivity, this is a requirement.

NINE: The world is evolving at an unprecedented, accelerated pace in terms of norms, tastes, preferences, beliefs, biases, and on and on and on. You cannot assume that what you believed to be true yesterday, literally yesterday, is true today. You and your organization need to accept that fact at the very DNA level of your being. It’s an absolute.

To help you put these suggestions into practice and sketch out your own engagement plans, we’ve developed a workbook that takes you through a set of provocative questions that will help you to take a critical look at where you are and where you’re going. I encourage you to take some time to work through it —possibly as a team activity—to help you shape your collective path forward in the Engagement Economy.

With that, I’ll leave you with one thought. It is our responsibility to engage our customers, not market to them. We must engage them early, engage them everywhere, and do so in meaningful ways at all times. But it’s your choice. You can choose to engage, choose to demonstrate that you understand the values of your customers, and choose to let them know you want them as a customer, or take the easy way out, and risk becoming irrelevant. I hope the choice is clear.

Engagement Economy Workbook

The post Engage to Win, a Blueprint for Success in the Engagement Economy appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

Source: http://blog.marketo.com/2017/06/engage-win-blueprint-success-engagement-economy.html

Pergolas Sydney Authority 7/40 The Grand Parade Brighton-Le-Sands NSW 2216 Phone 02 8080 4340 https://t.co/X7BwLqd8hX

Source: http://digitaladvertisingworks.weebly.com/home/pergolas-sydney-authority-740-the-grand-parade-brighton-le-sands-nsw-2216-phone-02-8080-4340-httpstcox7bwlqd8hx

4 Custom Affinity Audiences To Try For Display Advertising

For the sake of this post, let’s pretend I own a new company that develops and sells golf clubs. As a new company in a competitive market, I strongly feel the need to invest in Display advertising in AdWords to build awareness. People aren’t going to search for my company’s products if they don’t know they exist. I’ve tried keyword and interest targeting, but most of the suggestions were too broad. Next, I looked at affinity audiences which are closely related to “TV-style” demographics. When I searched for “golf,” here are the options AdWords gave me for affinity audiences.


golf affinity audience


Look it up yourself. Those really are the results in AdWords. The only audience remotely close to what I’d want would be “Golf Enthusiasts.” Even this particular audience is pretty broad. I have no idea what requirements make up a golf enthusiast in Google’s eyes. If I have the budget to reach a wider, broad audience, I’d test out an affinity audience. However, I want my targeting to be as precise as possible. I’d rather create custom affinity audiences to not only save budget but reach a more relevant audience. Here are four custom affinity audiences you might want to consider creating for your Display campaigns.


Competitor Names And URLs


Pretty straight forward. Gather a list of all of your competitors’ names, URLs, and potentially branded products to create a new affinity audience. Depending on how big each of your competitors’ brand recognition is, you may want to consider creating a new custom affinity audience for each competitor.


competitor custom affinity audience


I need to make it clear this is not a remarketing list created from visits to your competitors’ sites. That does not exist. We’re merely creating interest audiences based on competitor keywords and URLs. I’ve found this audience to be effective for many of my Display campaigns, especially when I can’t target their sites via exact placements. 


Industry Publications


There is a good chance your target audience reads some sort of newspaper or magazine (online or print) related to your products and services. Test adding a list of relevant publication keywords and URLs as another custom affinity audience. This strategy can also be applied to any other educational source within your industry.


publications custom affinity audience


If you are B2B, add all of the publications closely associated with your service categories. If you are ecommerce, you may have more leeway to test other publications outside your industry if you feel your target audience is interested in those magazines. This custom audience may require more testing, but can lead to a new way to reach new customers.


Industry Trade Shows Or Convention


Trade shows, conventions or even conferences are another must-try custom affinity audience. Users interested in these events are most likely bigger fanatics of your products and services over most people. If they pay a fee just to enter a building to look a t product which suits their interests, they are relevant. And I want to try and get in front of those users.


trade show custom affinity audience


In the golf industry, I might consider creating a few custom affinity audiences. First, I’d create a list of trade shows the consumer would be interested in attending. These are the end-users who will hopefully be using your products. Second, if applicable, I’d also create a list of trade shows tailored to the retailers who may eventually supply my product to the end user. Every industry will have different groups of trade shows, conventions, conferences, etc. Consider testing each group to see which event audience makes the biggest impact for your business.


User Behavior Related To Your Product Or Service


In the scenario of owning a golf club company, I want to reach the users who are going to use my product. Whenever I can, I try to create a custom affinity audience based on the behaviors users are involved with when using my products. Here’s a simple example.


user behavior custom affinity audience


This target audience will give me a better shot of getting front of a more active user than just targeting “golf enthusiasts.” Users who are looking to fix their swing don’t just watch golf. They play golf. With clubs. Clubs they hopefully will buy from me. While there’s no guarantee this interest audience will only reach consumers, at least I know I have a better shot going this route over the basic affinity audience.


Final Point


If you have the budget to advertise to a wide variety of people, you might be okay with basic affinity audiences in AdWords. Personally, whether my clients have large budgets or not, I still like to test out custom affinity audiences to make sure I’m giving the best performing audiences the proper budgets. Start out as specific as possible to the right audience. Then expand upon the reach if you’re not meeting your awareness goals. These are just four examples of what you can do with custom affinity audiences in AdWords. Learn more about your target audiences and understand their interests and behaviors. You’ll most likely find additional options for custom audiences we didn’t talk about today.

Source: http://www.ppchero.com/4-custom-affinity-audiences-to-try-for-display-advertising/

How to Make Sure PPC Gets All the Credit

We all want our PPC to get the kudos it deserves, right? I mean, why do we spend so much time on it if our conversions are just going to get lost, or worse, attributed to a different channel? Tracking your path and having adequate attribution in your PPC efforts is absolutely vital to your success and your sanity.


In this on demand webinar, Hanapin Account Manager Dani Gonzales has been through this struggle and will show you plenty of initiatives to help you out.

You’ll get expert PPC tips like:

  • Proper Tagging Methods to make sure conversions originating from a PPC Click get proper credit
  • How to accurately and efficiently track your path to conversion using Analytics
  • The important role that attribution models play


Presented by:


  Danielle Gonzales



Source: http://www.ppchero.com/how-to-make-sure-ppc-gets-all-the-credit/

Less Than 1% Churn? It’s Possible—Just Listen to Your Customers

A little about me: I enjoy cooking, so I go grocery shopping once a week. I regularly spent a considerable amount of cash at the nearest Regional Grocery Chain™ store, until I noticed their customer experience starting to slide. Fewer cashiers worked the registers. Lines swelled with dissatisfied patrons and I slowly realized I was spending as much time waiting to pay as I was actually shopping.

So I did what any inconvenienced, disgruntled customer of the modern era would do: I took to Twitter to air my grievances to their corporate account.

To my surprise, @RegionalGroceryChain™ tweeted back at me! They apologized profusely and told me management would address the issue. I felt vindicated.

Then weeks went by. The lines didn’t subside. I fired off more unhappy tweets, each getting a similar reply. It became clear: they weren’t really listening to me.

The result? For the past four years, I’ve been happily handing my grocery budget to stores with a superior customer experience.

Is your business losing potential lifelong customers like me? If so, how do you keep them to make sure you’re not missing out on long-term revenue? Read on for 4 ways to better your bottom line.

1) Measure Happiness: Establish Your Baseline

Philosophers have spent centuries debating the very nature of happiness and how to quantify it. Fortunately for us fast-paced business types, Bain & Co. threw abstract discourse—and more than a few college textbooks—out the window when they invented the Net Promoter Score® (NPS®, for short).

Now the world’s leading metric for measuring customer loyalty and happiness, NPS is also shown to be highly predictive of future growth. Businesses who use NPS are 33% more likely to report growth rates over 10% each year.

It starts with one question: “On a scale of 1 to 10, how likely would you be to recommend our company to a friend or colleague?”

Based on the response, you can classify your customers as:

  • Detractors: unhappy, potentially damaging your brand with negative word-of-mouth
  • Passives: satisfied but indifferent, could be lured away
  • Promoters: loyal customers who are also ripe for referrals

Then you can more intelligently tailor your efforts for each type of customer.

Regularly sending out NPS surveys gives you valuable insight on where you stand in your industry. Learn more about how to use it here.

2) Customer Success: The Key to Increasing Retention and Reducing Churn

Once you’ve gone through all the effort to convert a prospect into a customer, their money is yours to lose. Don’t let your sales and marketing teams’ efforts go to waste! Customer success and support programs are critical to ensuring your hard-won customers stay satisfied—and stay spending.

In fact, strong customer success programs have been credited with reducing some companies’ churn rates to <1%.

When your customers have an issue, the first step (obviously) is to try and fix it. The next step is to follow up! Run post-case support surveys with the following questions:

  • Did our support team solve your issue?
  • Would you like anyone to contact you to further discuss your issue?

A 2013 Bain & Co. study found that a 5% increase in customer retention rates had the potential to yield profit increases from 25% to 95%. So don’t let customers’ issues eat into your bottom line: solve them swiftly and reap the benefits.

3) Listening to Customers: It’s Important at Every Touchpoint

Customers are 5.2x more likely to purchase from companies with a great customer experience. Bear in mind that the customer experience is a massive thing: it starts all the way at the tippy top of the funnel orbiting somewhere around “awareness/interest” and then continues for the duration of the relationship.

This is why, at every touchpoint, you should be actively listening to your customers. Here are some questions you can ask at every stage of the funnel:

  • Interest: Through which of the following online formats do you prefer to learn about products?
  • Consideration: Are you the primary decision maker for your business?
  • Conversion: How important is price?
  • Support: How can we improve our product?
  • Retention: How likely are you to purchase our product again?
  • Advocacy: How likely is it that you would recommend our company to a friend or colleague?

4) Automating Your Action: Satisfy More Customers More Quickly

So now you’ve collected feedback at every touchpoint. Awesome!

However, getting the information isn’t enough—you need to act on it. That’s where automation becomes important. Syncing those survey responses to your engagement platform and its database with a tool like SurveyMonkey’s Marketo integration gives you the full picture of your customers’ satisfaction so you can set up triggers with the right follow-up actions.

Putting It All Together

Listen to your customers, solve their problems, and they’ll not only give you their money—they’ll give you more business.

Enriching your data with customer feedback gives you the actionable insights your business needs to turn prospects into customers—and customers into referral-rich advocates.

What are you doing today to ensure your customers are happy and continue to drive value for them? I’d love to hear what’s working or not working for you in the comments below.

The post Less Than 1% Churn? It’s Possible—Just Listen to Your Customers appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

Source: http://blog.marketo.com/2017/06/less-1-churn-possible-just-listen-customers.html

Using Excel Regressions To Better Understand KPIs

A group of us here at Hanapin recently participated in a free 21-Day Excel Course directed by renowned Microsoft Excel expert Dr. Wayne Winston. The course itself felt slow at first, but ultimately revealed several Excel capabilities I’d never known. Most exciting of these, to me, is the capacity to regress multiple variables without an advanced statistical software (such as STATA). In this post, I’ll share the step-by-step for setting up and running regressions in Excel, and how this tool can help in your PPC analyses and account management.


Excuse Me, I Regress


Before we dig into the technical implementation, you might be wondering to yourself, “What in the world is a regression?” In short, regressions look at the relationships between variables. For any dependent variable (“Y”), what set of independent variables (“Xs”) contribute to the variation Y, and how much of that behavior does the regression model explain? (See here for an in-depth review of regression analyses)


Linear regressions (or multiple linear regressions) are the most common, fitting into a summed equation of the form:



where Y is the dependent variable, X1 – Xn represent a set of n independent variables and A1 – An are the coefficient constants corresponding to X1 – Xn. This is basic statistical model-building, and so we recognize that there will be some inconsistency between our predicted and observed outcomes for each “y” iteration. Thus, the error term “ + e” is added to account for such variance.


Why Regress In PPC?


Regressions can be used in any number of analyses. For instance, you might want to consider what effect CPC bid changes have on Avg. Position, Lost Impression Share, or Quality Score. You may examine which element (expected CTR, landing page experience, or ad relevance) has the strongest impact on your account-, campaign-, or keyword-level Quality Score. Perhaps, as we will see in the below example, you want to uncover the role that Search and Display CPCs and Conversion Rates are playing in the overall CPA for your account.


Whatever your end goal is, the process for setting up and determining the value of your regression model is the same.


Step 1: Prepare Your Data


As with any analysis, a good result requires quality data that has been correctly prepped. For good regression results, you need a sufficient amount of data (at least as many data points as the number of independent variables, but the more data you have available, the more accurate your regression model can be). To increase the number of data points, you might consider segmenting your data by day, week, or month (depending on the time frame being examined).


For our example, we are using data from the past 24 months in Adwords. After downloading a campaign report (segmented by month), we create a pivot table to examine Clicks, Cost, and Conversions by month and Campaign type:



From here, we can calculate CPA, CPC, and CVR for each network, as well as Total CPA. Then it’s just one quick copy-and-paste of the data into a new sheet, we are ready to start regressing!


Step 2: Build Your Model (Choosing Variables)


Model building has two main components: thoughtful planning and flexible revision. Thoughtful planning is about considering which variables would be the best fit for your model logically (and what data is available for use). Spending a little extra time in the planning stage can save you time and sanity later as you test and retest your model. Even with careful preparation, you may still need to flexibly revise your model as you regress and identify variables that are significant and not.


Two important notes when selecting independent variables:


  • Independent variables should have a conceivable, logical relationship to the dependent variable (i.e. avg. rainfall in Tokyo and # of heart attacks in Wisconsin would be low on my list of correlations to examine)
  • Independent variables should not be highly correlated to each other (i.e. including Cost, Clicks, and CPC as independent variables within the same regression would cause a multicollinearity error in the model)


In our example, we want to look at what is driving our account CPA. We know that there are two networks on which we run ads in Adwords—Search and Display—and we know that the two main variables driving CPA (Cost/Conversion) for each network are CPC (Cost/Click) and CVR (Conversion/Click).



Therefore, we will begin by regressing CPA on CPC and CVR for Search and Display separately to determine which independent variables are significant, and thus should be included in our final model.


Step 3: Regress And Revise


To run a regression in Excel:


1. Before initiating the regression in Excel, first check to make sure that the independent variables (data columns) are neighboring each other.


2. Next, confirm that the “Analysis ToolPak” Add-on is enabled for Excel (visible in the “Data” ribbon once enabled).


3. Within the Data Analysis toolbox, select “Regression.”



4. Input your Dependent Variable (Y) range, and Independent Variables (X) range, selecting “Labels” if you choose to include the column headers


5. Select a placement for your regression output (a new or existing worksheet)


6. Select “residuals” if you want to check for and remove outliers in the data



7. Click “OK” to run the regression. You will automatically be navigated to the sheet containing the output summary and details.


8. If examination of the regression output reveals insignificant independent variables (typically, p-values is greater than .1) or a lower-than-expected R-squared (see “A” below), you can repeat the process as needed to refine the model.


Step 4: Understanding The Output

Looking at a Summary Output for the first time can be intimidating and discouraging. To make it easier, highlighted below are key sections of the output to help you assess the model your regression just built.



(A) R Square and Adjusted R Square: This is a measure of how well your model “fits” the data. In short, R Square tells how much of the variation in Dependent Variable is explained by the chosen Independent Variables. Adjusted R Square is basically the same, but also considers the number of Independent Variables included, providing a slightly more accurate measure. (There is no such thing as a “good” or “right” R Square, as it depends on the type of model and data you are using, but the higher the better).


(B) Standard Error: The square root of the sum of squared differences between the predicted and actual results. For a normal distribution, roughly 65% of residuals (see “E” below) will be less than one Standard Error and 95% will be less than 2. Residuals greater than twice the Standard Error are typically labeled as outliers in the data.


(C) Coefficients of Independent Variables: Coefficients are the “A” terms in your regression formula. Thus, for this example, a 1-unit increase in CPC should equal an 8.4 increase in CPA (assuming CVR remains constant).


(D) P-value of Independent Variables: In layman’s terms, P-value tells the significance of the independent variable. Low P-values are significant (aiming for less than .1), while high P-values indicant the perceived correlation could be pure chance. Independent Variables with high P-values should be excluded during the “flexible revision” stage.


(E) Residuals: This shows the difference between the predicted value of the Dependent Variable for each iteration and the actual recorded value. As mentioned above, most residuals should be less than 1 Standard Error and nearly all should be less than the value of 2 * Standard Error. You can decide whether to include or exclude any identified outliers (residuals greater than twice the Standard Error) from your model.


Step 5: Putting It Together (The Takeaways Part!)


After running three regressions, we found the following three equations relating Search and Display CPC and CVR to network and Total CPAs:




These equations verify what we already knew (or thought we did): that Search and Display CPCs and CVRs are all playing a significant role in the behavior of our Total CPA. Beyond that, however, they also revealed 3 things that a standard heat map would not.


  • An increase in Search CPC has 3.5x the impact on Search CPA than an equivalent lift in Search CVR
  • Fluctuations in Display CPC have nearly 5x the impact of Display CVR on Display CPA
  • Overall, shifts in Display network performance affect Total CPA more dramatically than shifts of a similar magnitude in Search network performance


From this, it’s clear that Display CPC is the #1 target for optimization if I’m aiming to reduce Total CPA. Search CPC and Display DVR are next, with Search CVR the least of my priorities.


Regressions are a powerful tool and a great addition to the PPC Manager’s tool belt. This basic example shows just one of many ways that regressions can help you understand the relationships between your beloved KPIs. We hope that you’ll test out or continue using the regression capability in Excel, and share your experience/thoughts/findings with us on Twitter!

Source: http://www.ppchero.com/using-excel-regressions-to-better-understand-kpis/

CMO Update: SEO Updates and Insights for the Rest of 2017

Google launched more than 1,600 changes to their algorithm last year. At that rate, it’s possible that 800 have already been implemented in the first half of 2017.

Of course, that doesn’t mean there are 800 potential impacts to your SEO strategy. Really, only ten of the changes that have been noticed this year have clear implications on the future of SEO. But those ten changes have major implications.

If you haven’t had time to keep up with the endless cycle of SEO news and Google changes, there’s no need to worry. Here’s a quick guide to the important things you might have missed, and what they mean for your SEO strategy in 2017 and beyond.

1. Google Is Claiming More Clicks, so Build Your Audience Now

So far this year, Google has launched a number of new features designed to make search results more user-friendly—and to claim more clicks for themselves:

  • Search Carousels—In February, new carousels popped up above search results for a variety of B2B queries. While similar carousels have displayed for B2Cs in the past, these new carousels display for searches like “project management software” and “best marketing software.”

marketing software carousel

  • Mobile Shortcuts—In March, Google added tappable shortcuts below the search bar on mobile. Clicking on shortcuts often takes users to either a Google property or displays AMP publisher results. While most of the shortcuts are currently for B2C industries, B2Bs should be preparing for the inevitable invasion of their verticals as well.
  • Ads Get Less Obvious—In April, Google changed how ads display in search results, removing the solid green background from the “Ad” label and replacing it with a thin green outline. While Google reports that users were still able to easily identify ads after the design change, a recent report from Merkle suggests that Google’s changes to drive ad growth have harmed organic search growth.
google ad changes

Image source: Search Engine Land

  • Job Search Engine—In late April, users began reporting signs that Google is testing a job search engine. While Google has not confirmed its intention to release a job search engine, it’s proof that the company is considering ways to convert traffic from a strong B2B vertical into its own.
google job search engine

Image source: Search Engine Land

What this means for the future:
Google is never going to back off trying to keep users on their own pages, and B2B industries are not exempt.

First, make sure your SEO strategy is converting searchers into customers and brand advocates. SEO will always be important, but the best SEO programs are paired with email marketing, social media marketing, and other initiatives that enable reaching audiences directly.

Second, don’t brush off SERP updates that seem to only apply to B2C keywords or industries. Those queries might offer the most immediate or easiest results for Google, but they will expand into B2B industries if and when they can.

2. Google Aims to Destroy Popups, so Consider Alternatives for

Last year, Google announced an impending ranking penalty for sites that display intrusive interstitials before users can access content.

ads google doesn't like

In January, the update went live, but early reports showed that it didn’t seem to have major impacts.

Then, in April, The Wall Street Journal reported that Google may be planning a built-in ad-blocking feature in a future version of its Chrome browser. On the surface this doesn’t make much sense—Google earns its money from ads so it wouldn’t make sense to block them. However, the blocker is not designed to block all ads—just “unacceptable ad types” like prestitial ads, popups, and auto-playing videos.

What this means for the future:
One way or another, Google intends to improve the user experience by eliminating intrusive ads. If you’re still using these formats to gain newsletter subscribers, it’s time to rethink your approach. There are a variety of alternative approaches:

  • Add a signup form to the top of your site sidebar.
  • Utilize callouts in the middle or at the end of content.
  • Replace popups with smaller banner ads, or exit-intent popups.

sidebar sign up form

Marketo’s main blog page displays a newsletter sign-up form at the top of the right sidebar.

footer sign up formThis form appears below every post on Propecta’s blog.

acceptable ad example

Banner ads are one of Google’s examples of acceptable, non-intrusive ad types.

3. Chrome Will Label HTTP Pages as Not Secure, so Migrate to HTTPS

HTTPS has been a minor ranking factor for a while now, and the small boost it offered may not have been enough to encourage sites to go through the process of converting. In May, however, Google announced that all pages that require users to enter data will have URLs prefaced with a “Not secure” warning in the omnibox starting in October.

https warning

Image source: Search Engine Land

What this means for the future:
While it may not happen this year, eventually the warning will appear before all HTTP URLs. This warning may deter users from spending time on your site, even if they’re just browsing a blog post that doesn’t require any submission of data. To play it safe, it’s best to take steps to convert to HTTPS now so you’ll have plenty of time to get through the process before the warnings begin displaying.

4. AMP Results Are on the Rise, so Weigh the Pros and Cons of Implementation

AMP results debuted in 2016 and primarily appeared for news-related queries. But since then, AMP results and carousels have been multiplying.

Although AMP results are only particularly important for news publishers at the moment, the quick expansion of AMP results suggests that Google believes AMP results provide more optimal user experiences.

What this means for the future:
Some have predicted that AMP will become a ranking factor. Whether that’s true or not is yet to be seen, but what is obvious is that Google believes that AMP provides a better search experience.

If that’s the case, it’s not a stretch to imagine that Google will expand AMP results to display for other, non-news industries. For that reason, it’s a good time for all digital publishers to assess the potential benefits of implementing AMP.

5. Voice Search is on the Rise, so Future-Proof Your SEO Strategy Now

Amazon’s Echo was the online retailer’s best-selling product during the 2016 holiday season, and it’s anticipated that nearly 25 million additional Amazon Echo and Google Home devices will be sold this year. Greater adoption of personal assistants will inevitably lead to increased voice search queries. In fact, 50% of all queries are expected to be conducted via voice search by 2020. Additionally:

  • Personal assistants now have a screen. In May, Amazon introduced its newest product—Echo Show—the first smart speaker with a built-in screen.

voice search echo

featured snippet feedback link

A small “Feedback” link now appears below featured snippets, allowing users to report inaccurate or offensive content.

What this means for the future:
Voice search will continue to grow, and Google will continue to seek ways to provide the most accurate and highest quality answers to voice search queries. That means that SEOs must begin forming voice search optimization strategies. This includes targeting natural language keywords, optimizing for featured snippets, and ensuring sites are mobile friendly.

SEO for 2017 and Beyond

The most critical task for SEOs and their leaders now—and in the future—is to keep the big picture in mind.

Google’s goal has always been, and will always be, to provide the best user experience possible: it’s what keeps people from turning to other search engines. Paying attention to algorithm changes and SEO updates is important, but it you’re already striving to provide an exceptional user experience, the changes shouldn’t upset your strategies too much.

Work with Google to give users what they want, but remember that Google might also be plotting against you. Use the company’s insights to learn how to delight users, and make sure your SEO is always working to build an audience of your own.

The post CMO Update: SEO Updates and Insights for the Rest of 2017 appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

Source: http://blog.marketo.com/2017/06/cmo-update-seo-updates-insights-rest-2017.html

Why I’m Excited For The New Google Attribution

You may or may not have read my post last year about how to use AdWords attribution models, but Google is stepping up their already impressive reporting game and combining their reporting tools to give you one solid platform that incorporates Analytics, AdWords, and DoubleClick.


If you own a digital strategy for your client or company, chances are you use more than one channel to reach customers online. Google has said they understand this and want to make Google Attribution to be a one-stop shop for evaluating marketing campaigns. “By creating a tight loop between strategy, ad spend and feedback, Google aims to make the tool attractive to marketers that feel last-click models don’t sufficiently explain customer behavior,” says John Mannes of TechCrunch.


In the real world, most marketers know that conversions should be credited to more than the last touch point. A customer probably saw video ads, banner ads, emails, social ads, and other materials. All of these worked in consonance to drive conversions. Why, with all of the data available would you still attribute the sale to the last ad seen?


Google attribution overview


“We really focused on simplicity for Google Attribution…you basically connect your accounts, import your data, choose the attribution model that works best, then you can export the results through AdWords. You can immediately optimize your campaigns through the attribution models. Something that took months to do, we’ve reduced it down to minutes,” said Babak Pahlavan, Senior Director of Product Management, Google.


Using Google Attribution allows digital marketers, especially PPC marketers who are looking for ways to simplify their reporting and insights, an easy way to evaluate and make changes faster for clients.


Google Attribution aims to solve two problems for marketers:


  1. How to properly credit and see upper and mid-funnel interactions
  2. How to easily inform bidding decisions based on full-funnel attribution data


Marketers can easily see the conversion impact of keywords and ads based on multichannel and multi-device conversion paths data. By automatically sending modeled conversion data into AdWords, automated bidding can take upper and mid-funnel contributions into consideration. Again, this obviously has a benefit to Google as well.


One major question to answer is how is this different than what’s available now?


Currently, attribution within AdWords doesn’t offer any insight into the connection between ads and marketing efforts on other channels. Google Attribution provides the cross-channel context that is missing in AdWords attribution. In Analytics, Google Attributions offers more touch-points and more in-depth analytics.


Key benefits of Google Attribution coming to marketers include:


  • Data-driven multi-touch attribution models
  • Measure the full journey using Google’s privacy-friendly cross-device graph
  • Ability to act on insights through smart bidding integrations
  • Measure value of clicks/impressions with data-driven attribution through machine learning


Multiple attribution models


Currently, Google Attribution is in beta and will be rolled out over the next quarter to accounts in the US. While marketers are waiting, advertisers can look at data-driven attribution modeling in AdWords, if available.


Have more questions? Find me on Twitter @krisvick.

Source: http://www.ppchero.com/the-new-google-attribution/

The Million Dollar Case Study Session #17: Maximizing Profits with Financial Analytics

The Million Dollar Case Study was built on the premise of transparency–everything is going to be shared, regardless of warts and blemishes. It’s no surprise that things get especially interesting when looking into the dollars and cents. There is, understandably, a fascination around the finances of the case study, and for good reason: every dime of profit is going towards building schools around the world with Pencils of Promise. In this session, Shane Stinemetz of Fetcher takes us behind the scenes into the finances of Jungle Snugs and Jungle Stix (the bamboo marshmallow sticks of the Collaborative Launch).  Shane shares some important tips on monitoring and analyzing the financial health of an Amazon business. Amazon’s Seller Central dashboard makes this process cumbersome and tedious, but understanding the most important business metrics are imperative if you’re going to save money and grow a successful, lasting Amazon business. A quick note: if you don’t read to the end of the post, just click through to the bottom to get a special 50% off exclusive discount to Fetcher that Shane offered. This is in addition to a free 31 day free trial, with no credit card required. A great way to get a quick and … Read More

The post The Million Dollar Case Study Session #17: Maximizing Profits with Financial Analytics appeared first on Jungle Scout: Amazon Product Research Made Easy.

Source: https://www.junglescout.com/blog/financial-analytics/