Many PPC marketers are frustrated. Why? Because they feel like AdWords is no longer an option.
Over the past few years, CPCs have increased by 3X in some verticals — that’s even with a Quality Score of 9 or 10. According to WordStream data, the average cost per click in AdWords across all industries is $2.32 on the search network.
Meanwhile, the average cost per action (CPA) is $59.18 on the search network. But if you’re in an industry where it takes multiple clicks before someone purchases, you easily could be burning through hundreds or thousands of dollars on paid search advertising.
And conversion rates? Those haven’t changed much in 15 years. The average conversion rate is about 2.5 percent.
Some PPC marketers honestly believe there’s no way to make money with Google AdWords anymore. They think that Google AdWords is too expensive, and the competition in their vertical is downright scary.
Actually, no. There is a way forward.
If you’re marketing in an insanely competitive vertical with outrageously high CPCs where conversion rates are challenging, this post is for you.
Are you ready to increase conversions by 10X at half the cost per click and a quarter of the cost per conversion?
I thought that’d get your attention.
RLSA will save the day
With RLSA — or remarketing lists for search ads — you tailor your paid search campaigns based on whether users have previously visited your website (or app) and which pages they viewed.
So will RLSA save the day? Let’s look at some data.
These two campaigns have the exact same keywords, but one targets returning visitors (RLSA) while the other targets new visitors.
The RLSA campaign results in a:
higher CTR (4.8 percent vs. 2.2 percent);
lower average CPC ($1.45 vs. $2.80); and
lower CPA ($36 vs. $140).
The nightmare is over, right?
Some frightful news about RLSA
RLSA doesn’t create new volume. It actually slashes volume substantially. You’re only getting about a tenth of the volume.
And consider this dismaying observation: If you look at the previous month, RLSA added nothing in terms of total conversions (245 this month vs. 250 last month).
RLSA is merely cherry-picking the 10 percent of cheap conversions out of a pile that used to include both cheap and expensive conversions. You would have gotten those conversions anyway!
If the circle represents your entire potential customer base, you’ll notice that people who are already familiar with your brand make up just a small portion of your audience.
The problem with RLSA is that it only targets people familiar with your brand — it doesn’t target people unfamiliar with your brand (Well, duh!).
Yes, RLSA delivers on cost savings, but the number of conversions is scarily low.
But there is a solution to this dilemma.
A solution to die for!
You want to use RLSA to get more quantity at lower costs, right? Well, here’s how you make money with AdWords in an insanely competitive vertical with super-expensive CPCs:
Only do RLSA! Don’t do any unbranded vanilla search ads at all. None. Zero.
Instead, use the power of social media ads to dramatically — I’m talking 10x to 100x — increase the size of your cookie pools.
If you can increase the size of your remarketing pool by 10X (making that tiny circle bigger for cheap), then it stands to reason that you’ll get 10X more conversions!
If you shift or totally eliminate the budget for non-RLSA campaigns and put them toward social media feeder campaigns for your RLSA audiences, then you actually get the best of both worlds. You’re going to have:
a higher number of conversions;
higher click-through and conversion rates; and
lower costs per click and costs per action.
How to scare up more cheap conversions
It all starts by promoting inspirational or memorable content about your brand to your target audience with social media ads. People will see your ad, but won’t necessarily take action right away. But you will start the process of biasing them.
And when I say promote amazing content, of course, that means promoting your unicorns: the content that has outperformed all your other content. Content that has received the most social shares, page views or opens. Your one percent.
This is critical because when you promote a unicorn, you’ll get a really low CPC and high number of free clicks. You can actually get hundreds, thousands, or even millions of clicks, engagement and visits by investing $500 or $1,000.
People didn’t know about your brand before. Now they do. Continue to bias them with RLSA.
Later, when the need arises, people will either do a branded search for your stuff, in which case you win, or they’ll do a non-branded search, but they’ll be more likely to click on your result because they’ve visited your site, which is how you truly reap the benefits of RLSA.
Shift your budget from unbranded search campaigns to social campaigns. This will let you build the audiences you need to drive cheap RLSA campaigns through search.
The end of horrific ROI
Some marketers do Google Display Network advertising exclusively using remarketing. Why? Because the ROI for remarketing-targeted ads is so much higher than interest- and demographic-based targeting alone.
So all I’m suggesting is that you do the same thing with search!
Interest targeting and managed placements (i.e., where you specify certain websites you want to target) are such weak signals of intent. Remarketing is so much more awesome. All you have to do is focus on your target audience (e.g., people who live in Miami, Florida, make more than $500,000, own a boat and are conservative – or whoever you want to reach).
Target your target audience with social ads. Bias them so they’ll search for your stuff. You’ll still be one of the companies in the list competing for that search, but now you’ll have a HUGE advantage.
Start conjuring up PPC profits!
Despite all the obvious challenges posed by crazy high CPCs, conversion challenges and inventory concerns, you can still make money with Google AdWords by investing just a few hundred dollars.
Let’s be honest. Targeting unbranded search is a suicide mission in a lot of industries. Vanilla unbranded search is a rat race. You have no competitive edge. You’re just one of seven companies on Google’s SERP.
Marketing is all about finding and exploiting a ridiculously unfair advantage. With the ridiculously awesome new way forward I’ve laid out in this article, RLSA will be like printing money!
“Digital transformation” has become a popular buzzword — senior executives and experts are all talking about it.
Some enterprises are already leveraging the benefits of digital transformation, while others struggle with incorporating the necessary changes into their business processes.
Digital marketing transformation is a very broad term: there’s no single definition of it, and expert opinion on it is highly divergent.
Ivan Menezes, CEO at Diageo, says, “it’s not about doing ‘digital marketing’, it’s about marketing effectively in a digital world.”
Brian Solis, a principal analyst at Altimeter Group, defines digital marketing transformation as “the realignment of, or new investment in, technology, business models, and processes, to drive new value for customers and employees, and more effectively compete in an ever-changing digital economy.”
In today’s world, it is essential for enterprises to stay current as their competitors carry out digital transformation and increase their revenue and market share.
Tim Howell, a digital marketing strategist, says, “the majority of marketers understand the need to evolve their businesses, they recognize the urgency in changing how they do business, and they know that their competitors are having the same conversation.”
Digital marketing transformation is exactly what enables enterprises not to stay competitive. 27% of senior executives believe that digital transformation is a matter of survival.
At the same time, 33% of enterprises see digital transformation as a real challenge.
Why is digital marketing transformation considered so complex? When carrying out digital improvements, CMOs may encounter various challenges. In this article we will discuss them and ways to overcome them.
The Challenge of Big Data Management
The term “big data” refers to quantities of information so large that they are extremely difficult to process using traditional software and databases. Effective big data management is crucial for digital marketing transformation.
Large enterprises collect and work with vast amounts of data, which is a challenge to manage and process. In fact, many corporations manage various siloed systems that contain only scraps of information about customer operations, behavior and so forth.
Customer data is at the core of any top company. Leaders like Facebook, Airbnb, Uber, and Amazon achieved success because they leverage all of their customer data.
Facebook, for example, has a data science team that analyzes the habits and behavior of millions of people.
Efficient operation is impossible if data is not organized into a single system. This means that effective management of big data defines the company’s success.
In some cases, the best solution is to gather and centralize big data into one platform. If the data is stored in one place, all staff members can access it whenever they need it. This enables better management and processing of data.
There are various big data solutions that help organize vast amounts of information. Examples include Microsoft’s big data solution, Google Cloud Platform, Oracle Big Data Solutions, and many others.
All of these have some common features:
● They enable organizing and managing big data in the cloud.
● They provide reliability, flexibility, and faster scalability across the entire environment.
● They protect the company’s investments and data.
The Challenge of Finding the Right Team
Digital marketing transformation requires people with specific expertise in the digital sphere to lead and manage organizational changes. These modifications may include, for example, the adoption of artificial intelligence, virtual and augmented realities, the Internet of Things, and many other technologies.
People with traditional marketing educations do not have the required knowledge to conduct digital transformation effectively.
Consider Adobe’s survey, “DIGITAL DISTRESS: What Keeps Marketers Up at Night?”. It indicates that senior executives don’t feel confident about their digital capabilities. Less than half of the questioned marketers claimed that they were proficient in digital marketing.
Around 52% of CMOs consider their major barrier to digital marketing transformation a lack of familiarity with technology.
In the realm of digital marketing transformation, more focused marketing roles with more specific responsibilities should be introduced to stay agile.
According to Gartner, 19% of companies are planning to appoint a chief digital officer. Some examples of other relevant roles could be: Head of Digital Marketing, Digital Optimizer, Chief Data/Information Officer, and so forth.
Staff expertise directly influences a company’s ability to incorporate new technologies, and consequently, adapt to constantly changing business demands. Hiring the right people with the correct knowledge is a critical factor in carrying out digital marketing transformation.
The Challenge of Understanding Digital Customer Behavior
Today’s digital customers expect superb experiences from companies. These high expectations drive innovation and cause enterprises to go out of their way to meet customers’ needs.
Forrester Research defines an enterprise prioritizing customer experience as a company that “focuses its strategy, its energy, and its budget on processes that enhance the knowledge of and engagement with customers, and prioritizes these over maintaining traditional competitive barriers.”
For successful digital marketing transformation, the customer must be a central point for all changes. To enhance the customer experience, digital improvements must be personalized.
The challenge is to understand the specific needs of a digital customer as well as to outline the whole customer journey.
According to the “Digital Transformation Report” by Altimeter Group, technology is not the most important factor in digital marketing transformation. Digital customers’ expectations and experiences influence digital transformation to a greater extent.
When deciding to shift to digital, CMOs should analyze what their customers actually lack. They should then find out the actual indicators of how digital transformation will help meet these needs and improve customer experiences accordingly.
Additional research from Altimeter Group, “The 2016 State of Digital Transformation,” shows that 55% of executives responsible for digital transformation think that “evolving customer behaviors and preferences” is a crucial factor for change.
Yet 71% of marketers state that the biggest challenge is understanding customers’ behavior and their impact.
The Challenge of Overcoming a Digital Marketing Paradox — “Transformation is Important but Not Urgent”
Senior executives talk a lot about the importance of digital marketing transformation.
The paradox is that as long as the enterprise’s revenue is high enough, and senior management is satisfied, executives tend to think that there is no urgency to this process.
Meanwhile, other companies — likely including their competitors — are already introducing digital improvements, giving them a competitive advantage over those satisfied with the status quo.
To avoid losing market share to competitors, enterprises need to work out and communicate a clear vision for carrying out digital marketing transformation.
According to the results of Capgemini research, “The Digital Talent Gap: Developing Skills for Today’s Digital Organizations,” 87% of organizations think that digital marketing transformation provides a competitive advantage.
Moreover, Capgemini Consulting and MIT Sloan Management Review showed that 78% of senior executives consider digital marketing transformation an essential part of their company’s growth. Furthermore, 51% of CMOs believe that it is critical to incorporate digital improvements into their business processes within next 12 months, and 63% of respondents state that the speed at which innovations are introduced in their companies is too slow.
Digital marketing transformation really is a matter of urgency. If adopted in a timely manner, it can help outpace competitors and gain market share.
The Challenge of Shifting to Mobile
The customer journey is influenced by mobile technologies, which are developing and spreading rapidly. This fast development contributes to the fact that digital customers’ needs are accelerating.
Software that not long ago was used only on PCs is now expected to be accessible on mobile devices. Meeting digital customers’ mobile needs is a real challenge for many companies.
Merkle | RKG analyzed Fortune 500 companies websites, and found that around half of them did not comply with Google’s mobile-friendly standards. As a result, these companies may lose their position in Fortune’s ranking.
Google has already announced that it will be shifting to mobile-first indexing, meaning that search engine result pages will be based on mobile content, and will give preference to mobile-friendly websites.
This will have a serious impact on how business is conducted.
According to eMarketer’s prediction, “by 2019, 65% of the US population will be mobile users.”
Wrapping it Up
In today’s world, digital marketing transformation is a necessity for enterprises to remain competitive and win new markets.
However, the transformation process involves certain pitfalls.
Here is a summary of the challenges of digital transformation we discussed in this article:
Management of enterprise big data, especially when organized in siloed systems, is a real challenge. This is made easier when all of the data is collected in a single platform. This should be combined with a big data solution to help better manage customer data.
Without an experienced team, digital marketing transformation is impossible. Employees need more specific knowledge of technology and digital customer requirements.
Many enterprises have problems with estimating and meeting digital customers’ needs. Improvements should be driven not by digital technologies, but by the customer experience, and what is needed to improve it.
Many enterprises think that digital transformation is not urgent, but they are actually wasting precious time and losing ground to competitors.
Digital transformation is influenced by mobile technologies, but many companies still underestimate their importance, and as a result, lose potential clients.
Online marketing has changed a lot over the last few years. The paradigm has shifted, and what worked for you last year won’t work for you this year. What got you to this point won’t get you to where you want to be, and your job as an entrepreneur is to keep up with this change.
The leads you bring in and the customers you attract are the lifeblood of your business, and it’s no longer enough to create a single marketing funnel and expect a return on your investment.
Today, your ability to create leads comes down to building trust and intimacy with those who need you the most, and to then convince them you’re the most relevant choice. You need to become omnipresent and top of mind, and you can do this by paying close attention to these six digital marketing trends.
1. Relevancy wins the war.
It’s no longer about collecting the most email addresses or leads. Those with the biggest lists used to dominate their niche, but this will not work in 2018 as people begin to crave greater intimacy and relevance.
In 2018, relavancy will win the war. If you want to increase your profit this year, it isn’t about creating more leads, it’s about building greater intimacy and relevance with the leads you have — so you provide the right solution, to the right people, at the right time.
2. Attention is the new currency.
If you’re not capturing (the right) attention in 2018, you lose your ability to compete without spending massive amounts of money on advertising and other online marketing.
Attention is getting more and more expensive as more businesses have easier access to it, meaning it’s more important than ever to make the most of the attention you capture. People are so overwhelmed with messages that they’re starved of significance. This is an opportunity for you, because as soon as you capture their attention, you capture their loyalty and wallet.
It’s no longer about spreading your marketing further and further for the sake of it. You have to spread it to the right people at the right time, and make the most of their attention the moment you capture it.
3. Be Tai Lopez (kind of).
Love or loathe him, Tai Lopez has mastered a specific skill: He appears to be everywhere.
His ability to reach the masses is an incredible feat, and defines what it means to be omnipresent to your audience. It isn’t about appearing everywhere to everyone, because this is both expensive and pointless.
No, the point of becoming omnipresent is to appear in front of those leads most relevant to you, and who you are most relevant to in return. This combination of omnipresence and relevance leads you to be top of mind, which in turn ensures your audience knows, likes and trusts you.
4. One platform is not enough.
If you think dominating a single platform is enough, think again.
Your leads on Facebook are not on YouTube, and those on YouTube are different to those reading Entrepreneur.com. As such, the key to your success is to repurpose your content across multiple (relevant) platforms.
In the past this was expensive and time-consuming, but these days it’s easy to take a single video and repurpose it into a blog post, an in-depth article, a podcast episode and additional resources. In turn, you can repurpose this content into an email series, social media posts and micro videos.
5. Your marketing funnel has evolved.
You cannot build a single marketing funnel that takes your audience through a predefined step-by-step process anymore. They are onto you. They have been in dozens of marketing funnels like this already. You need to stand out; you need to turn your marketing funnel into an experience, and build real, significant trust.
Scarcity and countdown timers no longer work. Instead, you need to feed your audience with relevant content at the right time, based on their current level of awareness and engagement. This is the only way to build their trust, and their trust is what you need if you’re to make this year your best year yet.
6. Focus on the invisible ROI.
It used to be enough to focus your ad spend on lead generation and sales, but not anymore. My clients who see the greatest success are those who focus a large amount of their ad spend on brand awareness.
It’s not to say creating new leads isn’t important, because it is. But, you must also nurture your audience, not simply sell to them.
You need to become top of mind, and you don’t do this by forcing one sales messages after another on them. It takes time to build their trust and become the “go-to” expert they need. If you only focus on lead generation, you’ll continue to see your ad spend rise while your conversions go down.
History has a tendency to repeat itself, and with digital marketing in particular, there is a pattern of disruption.
After finding that B2B organizations are not getting the most value out of the old digital marketing playbooks, our company decided to create digital marketing frameworks. These frameworks, which should be visited at least once every 12-24 months to ensure relevancy, are a guide to help prepare for periods of disruption.
We’re entering into the fourth digital marketing framework — the first was in 2000 — and there are things your business can do to prepare for the next disruption.
What Is Digital Marketing 4.0?
The prior framework includes websites, email campaigns, digital advertisements, basic social media management and basic blog publishing. It only focuses on increasing visits to websites but has no focus on lead conversion and proper online lead qualification. This most recent iteration, though, includes:
More Integrated Global Marketing: Inbound and outbound marketing should now be combined. In comparison to cold-calling, consider this “warm-calling.” For example, after someone reads a blog article on your site, follow it up with an email sharing more meaningful content.
A Cohesive Marketing Technology Stack: No one software tool can save the day. Marketing is not about the creative aspect alone anymore. Marketing technology infrastructure needs to be designed and integrated correctly. One social media tool alone will not save the day, nor will one CRM tool be the solution to a challenge anymore. Consider your full stack and how it can work together.
How Attorneys Are Helping Create An America Of We, Us, And Ours
Evolving Marketing Roles: Digital transformation is no longer limited to the CIO. Your CMO now needs it more than ever. The CMO needs to know more about the possibilities of implementing marketing automation to not only help execute on the marketing playbooks but also to help CIOs measure a full, end-to-end ROI.
Omnichannel Marketing Strategy: This includes deep analytics and data mining, such as AI and machine learning. Omnichannel marketing brings a diversity in mediums when it comes to communicating your brand and value-add. Focusing only on one medium can be limiting, especially if your buyers don’t exist on that channel.
A Focus On Account-Based Marketing (B2B): Account-based selling should be an integrated part of your digital marketing process even if you are a B2B SaaS or a modern managed service provider (MSP). This will be the key differentiator between B2C and B2B organizations in 2017 and beyond.
Understanding What Drives Disruption
While working at a Fortune 100 company for nine years before moving to lead my current team, I became fascinated by customer behavior. What kinds of digital offerings most deeply engage customers in their digital lives? I started by looking at some case studies of the products, services, communications and experiences that had been embraced and adopted by customers during the first two decades of the internet. Over a period of seven years working on inbound marketing campaigns, what I found was a recurring pattern of three behaviors that drove the adoption of new digital experiences, which I call the three core behaviors of a network:
Consumers are looking to interact with digital content and access digital data as quickly and as conveniently as possible. Any offering that enhances this access is incredibly compelling. Think of text messaging on early mobile phones, which revolutionized communications with the ability to receive and send messages from anywhere at anytime.
Once consumers can access this content, they want to engage with something that fits their needs and is sensory and interactive — from the early popularity of web portals to the spread of online video, to the next generation virtual realities. Their digital desires are marked by a thirst for content. The old media adage that “content is king” is correct. There is no question that the desire to engage with content is a key driver of customer behavior.
How are you transforming mass online marketing to one-to-one interaction and engagement in your online marketing plans? How do you become a source of valued content for your customer? Always focus on the customer care. Be consultative in your online conversation. Seek to ask and go deeper into a prospect’s business challenge, and be very honest in your marketing campaigns to ensure you are progressively qualifying the prospect.
Consumers seek to customize their experiences by choosing and modifying a wide assortment of information, products and services. In a generation, customers have gone from having a handful of television channel options to a digital world with more than a trillion web pages. They have been trained by their digital networks to expect more options for personal choice, and they like this. From Pandora’s personalized radio streams to Google’s search bar that anticipates search terms, consumers are drawn to increasingly customized experiences.
In summary, whether you are a B2B or B2C business, building the buyer’s journey is very critical when building your marketing engine.
Research is essential to the success of any marketing campaign.
Without proper planning and research, you are making your tasks when starting a campaign a lot harder. Always do your research and plan this will not only make your job easier but you will learn a lot more things in the process.
Maybe one of the best SEO and SEM tools on the market.
Mainly because you can learn almost everything about your competitors with the Ahrefs Site Explorer.
What it gives you is the opportunity to learn where your competitors get traffic, where they rank for specific keywords in Google Search, how many backlinks and who exactly links to their website and much more.
For instance, you can set “Alerts” so each time a website ranks for a keyword or receives a mention somewhere on the web.
Also with their “Content Explorer” they give you the opportunity to find the most shared content on the web.
Here you can see the most shared article about iPhone cases with a total of 91k shares.
You can, of course, filter that in many ways.
It has an enormous database of keywords and you can research keywords in 170 countries.
It shows you accurate search volume data, how many searches are with clicks and how many searches remain without clicks.
Another awesome thing about the keyword tool is that it shows you the keyword difficulty in other words. How hard is to rank for that specific words.
It has a ranking history graph, a very detailed SERP analysis with all the data you need in order to make a plan and a marketing strategy.
Last but not least, thousands of keyword ideas with all the metrics you need to know in order to make your decision easier.
Since I make my decisions based on data I can say that I really like how Ahrefs works.
SimilarWeb it the first tool that I use to get an Idea for a website.
What it does is give you an estimated traffic of a website, what are the sources of that traffic, what are the countries, a basic idea of the keywords that the websites ranks for and some other cool stuff.
I mostly use the Chrome extension that they have because as I said it gives me the information I need to decide if I want to go further with research or not.
For instance when someone contacts me with a review proposition or something like that I open the website and see what traffic that website does and where is it from.
As you know Facebook is the biggest Social Network in the world with an average of 25.5 Billion visits per month, average session duration of 16 minutes and 5 seconds and an estimate of 14.36 scrolls per visit.
Exactly because of those numbers and the ability to collect data Facebook Ads is, in my opinion the most powerful ad network right now. So if you don’t use it for marketing purposes you should learn how and start immediately!
There are many types of ads you can place in Facebook based on where are the users you are targeting in you marketing funnel.
The ad types speak for themselves but I will try to explain them better with a few words.
Boost Posts — This type of ad is for the posts on your Facebook Page (already posted or not) they can be photos, links, videos, events, and offers
Promote your page — If you want to get more likes on your Facebook Page you should use this type of ad because it is optimized for People that are more likely to like your page (based on your targeting of course)
Reach people near your business
Increase brand awareness — This type of ad is to be used when you just want to reach as many people as you want so they learn about your brand
Send people to a place on or off Facebook (Clicks to website) — One of the most used Ad types by Facebook Marketers. What it does is that it sends traffic to your website and by default it’s targeted to people that are more likely to click on your ad.
Get installs your app — If you want to drive users to install your app this is the type of ad you should be placing.
Raise attendance to an event — This type of ad is targeted to people that are likely to attend an event based on your targeting.
Get Video Views — One of the most powerful types of ads in my opinion not just because video on Facebook has exploded but you can create Audiences of people based on how long they watched a certain video! This is great because you can create amazing automated funnels based on how people engage with your content!
Collect leads for a business — Another super powerful type of ad that is very underestimated by businesses. You see Conversion rates on landing pages have a lot of variables one of which is the speed of the page. With this type of Facebook ad, you can collect a lead directly on Facebook without the user even leaving.
Of course most of the times the user has to receive something in return so you can send
Him to a thank you page that is off Facebook.
After you have his email you can use it via integration with some of the biggest email CRMs or just download it and use it however you want. No spam of course!
Increase conversion (mostly sales) on your website — This type of ad I love the most. For it to work properly tho you need to set up your Facebook Pixel the right way. This means that you have to put it on every page of your website and report different events based on what the user is doing
For example, if a user is viewing a product on your website you must send the ViewContent event.
If he is in the Cart you must send the AddtoCart event.
The most important event you must log in the Purchase event. You must log it on your thank you page with ALL the Parameters that the Purchase includes.
Here is a [link] with every Event and all it’s parameters. Give it to your developer.
This is very important to do because as I said Facebook has massive amounts of data for every one of us and based on those events it can create a profile of you perfect buyer so you can get the best ROI for your ad spend. Also, you can create lists with people that are similar to your perfect buyer which is called Lookalike audience.
Increase engagement in your app — If you have set your Apps events the right way you will be able to show personalized ads to people using your app. For example, if a user is close to completing a level but hasn’t visited the app in 1 week, you can show him an ad that tells him that he is close to completing that level.
Get people to Claim an offer — As you know your are able to post an offer in Facebook. This type of ad targets people that are most likely to claim your offer.
Promote product catalog — This type of ad is mainly for people that own big store. This a basically Dynamic Remarketing Ads. These type of ads are of the most profitable for marketers because they show to the user the exact product that he was looking at. With these types of ads you can show the user that right now only for him this product has a discount and most of the times he will buy. Dynamic ads increase the CTR and reduce the cost per purchase!
The best thing about Facebook Ads is the Pixel
What the pixel is, is a chunk of code that helps you track what users do on your website.
Based on that you can create personalized ads specially for them.
But that’s not all.
Facebook is so good at targeting it offers you to create audiences that are similar to the people you are tracking. They are called “Lookalike Audiences”.
You can create this kind of audience for the people that have already converted on your website or app.
Based on that Facebook creates a profile and helps you show your ad to people that are likely to convert too.
In order for this to work Facebook needs to gather information so it will not happen right away.
The other thing is that you have to put the Tracking Pixel In a way so it can track the exact steps of a user before he converts.
It can be a bit hard on some websites but by far this is the thing that has brought me the highest ROI based on ad spend.
Google Adwords is very important because you can use a lot of channels that are connected to Google via Adsesnse and Tap into Google Search.
I am sure that everyone has seen this
This screenshot has been taken on a 1920×1080 monitor and you can see that 70% of the visible part of the page search results are Ads.
With Google Adwords you can be there. And this is important because of the graph you are going to see next. 36% of people in the US have researched the item from a search engine.
Also the majority of banners that you see in websites are served via Google AdSense. With Google Adwords, you can advertise on websites that are using Google AdSense. You can target them in very different ways.
Keywords -This means that you can target websites or apps that are contextually matched with the keywords you want or have that specific keywords in their content. For example, I want to target articles in websites that are doing WordPress theme reviews. Than I will choose the option only to show my ads where “best WordPress themes” is present in the content of the website
Topics -Here you can target websites on certain topics. For example, you can target websites that usually write about SEO and Affiliate Marketing like so
Interests & Remarketing -This type of targeting means that you can target people based on what Google they might be interested in. The cool thing is that here you have a couple of options. You can choose “Affinity Audiences” — Target People in large numbers based on their long-term interests, “In-market Audiences” — Reach people that are actively searching and comparing products like yours, “Remarketing” — Terget people that already had interaction with your website or app, “Customer email lists” — You can show ads in Gmail to people that have provided you with their Gmail email address.
Placements — Choosing this you can target people that visit specific websites. Let’s say that you sell Macbook Pro Accessories and know your potential customers read Macworld.com. You can tell Adwords to show ads only on this website. To make the targeting even better you can combine Targeting Preferences. What this means is that I can show ads to people who read Macworld.com and read articles that contain the keyword “Macbook Pro Accessories”.
Demographics — Of course, you can target people by their demographic profile too.
Of course this is a very small part of what Google Adwords can do, as I said.
In my opinion, it is essential for a modern marketer to know how it works.
There are many data-sources on how many websites use Google Analytics.
In a post from 2015 Marketing land says that Google analytics is used by 30–50 Million websites.
Other data-sources like W3Techs say that Google Analytics is used by 54.9% of all the websites, that is a traffic analysis tool market share of 83.5%.
Either way no matter how many websites use it is one of the most popular analytics tools in the world and if you are Digital Marketer, Growth hacker, Marketing Manager and even a CEO you must learn how to use it.
With Google Analytics you can track everything about your users even what resolution screen they are using.
You can create all kinds of reports and thus learn more about the people using your service.
Where they come from, which channel provides the most leads, sales, downloads etc.
You can even perform A/B testing!
It is extremely powerful if you know how to use it and if you invest more time to understand it you can only win.
Push Campaigns feature is part of the Facebook Analytics for Apps SDK and it gives you the opportunity to send Push Notifications to your users totally for FREE!
There are two types of Push Notifications
In-app Notifications — Pop-up screens that show up while the user is in your application
Push Notifications — Notifications when the user is not using your application
The best part is that you can use Push Campaigns with the Events and instead of paying for ads you can get to your users for free.
3. Yandex Metrica
Yandex is the Russian equivalent of Google so of course, they have their on Analytics.
Yandex Metrika is good for two things the most.
Free heatmaps — Heatmaps basically show where people click on your website. Most heatmap tools are paid but this is not and it’s pretty good
Video recording — When you enable it Yandex gives you the opportunity to watch what users are doing on your website. Yep video. You can’t see the passwords of the users but you can see everything else so use this with caution and make sure you mention it in your Terms of service
Here is a list of the best tools to make your job as a full-stack marketer a lot easier and get stuff done faster.
So if you have a website and you want to track a lot of stuff you must have a lot of codes placed in all sorts of places of the website. One must be loaded before the other and all kinds of stuff that I promise you, you don’t wanna be doing.
Google Tag Manager takes care of all this.
Basically, you can put all your codes in GTM and put JUST ONE code on your website.
It might be a bit overwhelming if you are not familiar with Basic HTML, event tracking and the concept of how a website actually works but there are a TON of tutorials to make everything clear.
Check this playlist that Ryan Stewart made.
Hope it helps and you start using GTM. No more calling developers to ask them do something because you want to track that button in the footer.
It will change your life I promise.
6. Data Scraper
With this tool you can scrape and download any kind of data from a website. You just define your filters and download the spreadsheet.
I use it manly when I do display campaigns in Google Adwords.
What I do is I tell Google to show me the first 100 results for a given query by adding %var% at the end of the link when I do a certain query and download them.
Than I just put the links in Google Adwords so I can show specific ads in those specific articles.
You can also do this to scrape websites for outreach.
So what Bootstrap studio is, is how I love to call it “Photoshop for Landing Pages”.
It is an amazing tool built with the Electon Framework [Link] which enables you to create amazing responsive Landing pages and the front end of a whole website really.
It has two options.
You can either build the pages via drag and drop or if you like you can write the code.
Everything you do is updated in-front of you in real time and you can see how your page will look like on different devices.
It is super easy to use but if you are a complete novice in HTML and CSS it might take more time for you to learn how to use it in it’s full potential.
Flatpack is a drag and drop landing page designer. Again I am not saying that those tools are a substitute of a designer or a front-end developer. With Flatpack tho you can create a landing page very fast.
It is pretty easy to use and it’s kind of self-explanatory.
You choose an element you put it where you want and then play with the settings.
It is great just to make a quick test of something. It’s $18 which is an amazing price for what it can do!
This is THE (di) BEST website that I have found for awesome AND free photos. Anytime I need something cool for a Landing page or a Ad or an email or just want browse for ideas I visit this awesome place.
Another thing is that I really love the culture of the people that stand behind this awesome project!
Make sure to check it out you will not be disappointed!
Email is still the channel with lowest cost-per-conversion.
Here are some tools I use to either find the email of someone or fully automate a customer or outreach flow.
HeadReach is a simple prospecting tool for marketers and sales folks.
It helps you find the right decision makers and their emails without paying for a LinkedIn premium account or spending hours on using a plethora of different email finding tools. You just simply chuck in a company name, domain name or person’s name and the tool finds the right people. You can use HeadReach to find professionals in your field to do a roundup post, for content promotion or to find the right people in charge of a popular outlet. For example, you can search for all editors at TechCrunch, Forbes and Entrepreneur magazine via a single search.
This is one of the best tools to research influencers, contact and outreach to them in a personalized and efficient manner and manager your relationships with them.
You can discover all kinds of information about people that are considered influencers in all kinds of niche markets. It is very easy to keep track with conversations and also you can set reminders for a follow up email.
pCloud is a Cloud Storage. For those of you who don’t know what cloud storage is, it is basically a place where you can store all your files and access them any time you want on any device. It is kind of like Dropbox, only much better and I will tell you down below why.
Cloud storage has become essential for me from the first day I found what it does. Here are a couple of reasons I love it.
Organization — I love everything organized and easy to find so this is perfect for me. You can organize your files and folders however you want.
Access — As I said since it is a Cloud Storage you can access all your files on any device you want
Collaboration — One of the main reasons you need to start using such a service right now. You can Invite people to folders you own so you can work together on your projects. Of course you can give users specific permissions. You can also create download links so people can download the content or a file you want to send them. It is very easy. Also you can create an upload link. This means you give permissions to people to upload files in your folder without having an account in the service.
Backup — You can use Cloud storage as a backup service for the files you want to keep the most.
Stream music and video — with pCloud you can stream any music or video file in it’s full quality (as long as our internet is good enough) on any device you want as long as it’s in your account. You can also access it offline of course as long as you marked the files for offline use.
So all of those features are essential for a cloud storage and most of the services have them. Let me tell you why you should choose pCloud and why it’s better than the rest.
So apart from all the things that every cloud storage has pCloud has some pretty cool ones that make it an amazing service.
pCloud Drive — pCloud Drive is pCloud’s desktop application. What it does is that it essentially creates a virtual drive on your Computer and does not use it’s storage too keep your files like Dropbox and Google Drive.What this means is that you can access and use all of your files as if they are on your computer but without them taking any of it’s storage. This is amazing especially for Mac users since the Hard Discs of the newer versions are not upgradeable. Here is a video of me telling how I got 2.7 TB on my 512 GB Macbook Pro Retina.
Of course for this to work you need to be connected to the internet, but there is nothing to worry about because if you know you are not going to have internet you can always access your files offline using the Sync feature of pCloud. This way you will Sync a folder from or to your pCloud account and you will be able to use your files offline and when you become online again all the change s you made will be uploaded automatically to the cloud.
2. Speed — I just watch the next video
3. Security — pCloud has a feature that makes sure ONLY YOU have access to certain files. It is called pCloud Crypto. When you opt-in for pCloud Crypto you get to create a Crypto folder. It provides client-side encryption, i.e. the encryption process is performed on your device. The encrypted version of your files is uploaded to the servers. Even pCloud, as a service provider, will not know what kind of data you store in your account. Your files can be encrypted and decrypted only with your Crypto Pass. Be careful tho because if you lose or forget your Crypto Pass your files cannot be returned since the folder cannot be decrypted even by pCloud’s Sys Admins.
4. Password Protected Download Links — You can set passwords and expiration dates on your download links (Premium Feature)
5. Remote download — This is one of my favorite features. Basically, you can download any file from a direct link (link that ends with .pdf, .mp3, .mp4, .pptx, .mov etc. basically any file) into your pCloud account at a Sever-to-server internet connection (very, very fast)
6. Mobile Apps — the apps for iOS and Android are full-featured which means you can do everything you can do on other platforms (Share links and folders, Encrypt files, Stream video and music etc.).
The apps have one more feature tho. They can free up space on your phones. Basically when you get 500GB of 2 TB of storage with pCloud and you install the app you need to turn on the Automatic Upload feature which uploads all your photos and videos in the cloud. Once the files are uploaded you can automatically delete them from your phone with one click and still have access to them in the pCloud Apps. Here is how it works on an iPhone
There are many other features and I hope you find this helpful because we put it a lot of work to compete with services like Dropbox and Google Drive and make something better than them.
One of the best marketing blogs there is. Because of blogs like this I don’t pay $1000-$2000 dollars for marketing online courses. Everything you need to know to be a good online marketer can be found there. There are hundreds of articles with helpful tips and expert advice.
There are case studies and step-by-step guides, example spreadsheets and some “hacks” that can get you to the next level.
Just line DigitalMarketer, Ryan Stewart and Neil Patel I love the Ahrefs blog because they share amazing case studies and everything they write about is strongly backed up by data and I as I said I make my decisions based on data.
In my opinion Jon is one of the best and most practical bloggers related to Facebook Marketing.
Either if you are a Junior of a Senior Facebook advertiser you can always learn something new from his articles.
His step-by-step guides are super easy to follow and everything is explained in a very easy to understand way.
He often posts results from experiments which are the things that I read the most from him, but if you are just starting with Facebook Advertising Jon’s blog is one of the best if not the best place learn from.
Last but not least the Adespresso blog. Adespresso is a tool that helps you optimize your Facebook Ads in the best way possible.
Their blog is full of case studies and interesting experiments. If you want to learn interesting facts about Facebook Marketing make sure you follow them.
These are most of the tools I used and still use to try and be the best at what I do. Hope you learned something you did not know. If you see tools that are not listed in here be sure to comment. Also if you have any questions at all please, ask. I will make sure to answer every one of them.
When Facebook released its chatbot platform in 2016, many in the tech world thought that bots would be the next frontier of human-computer interaction. However, as time has passed and the hype around Messenger bots has died down, it has become increasingly clear that bots are not going to supplant apps as the primary way individuals use the internet any time soon. That said, chatbots have found a promising niche in digital marketing. Increasingly, marketers have found that the killer app for chatbots is conversion rate optimization.
Chatbot marketing offers the promise of a more engaging lead generation and qualification process. Of course, to actually see any of these benefits you need to know how to approach the technology for the first time.
As someone who has worked in the chatbot space for the last three years, I have found that many businesses have a misguided notion of how chatbots are going to help them, resulting in a subpar chatbot that fails to meet their and their prospects’ expectations. Don’t fall into a similar trap. Learn how chatbots can actually help you boost your conversion rate and achieve the marketing holy grail: a lower CPA.
A Chatbot is not a Chatbot
To understand how a chatbot can help you reach your PPC goals you need first to deconstruct your preconceived idea of what a chatbot is. Most people define a chatbot (especially in the context of business) like this:
“‘A computer program designed to simulate conversation with human users’ to facilitate a trade of information or services.”
While such a definition is technically correct, it is not the right way to look at chatbots as a PPC marketer. The definition above sets the benchmark for a chatbot’s capabilities at human-level intelligence. When applied to PPC marketing, this benchmark generally manifests itself as an expectation that chatbots will serve as highly intelligent sales or customer service reps who live on your PPC landing pages and can guide prospects through the buying journey.
This expectation is certainly novel but it is unrealistic. Artificial Intelligence (AI) will undoubtedly play an increasingly important role in the way PPC marketing campaigns are run in the future, but:
Unless you are Google, Facebook, or Amazon, there is little chance that your chatbot will be able to understand human language well enough to handle every query users send its way.
This will inevitably leave both you and your prospects disappointed when the bot gives a nonsensical answer to a reasonable query.
Chatbots are Conversational Forms
So if chatbots aren’t the ultra-intelligent beings that we were promised then how are they going to drop your cost per acquisition? The key to answering this question is to set a more manageable benchmark: the humble lead capture form. Think of chatbots not as hyper-intelligent sales agents, but rather as conversational forms. If you task a chatbot with collecting the same details as a lead capture form, it does not require AI, so it will not fail to meet expectations and might actually exceed them.
Lead capture forms are not hard to beat. They are fairly dull and no one likes filling them out. The back-and-forth, two-way nature of a chat (even if it is with a dumb, AI-free bot), is a far more interactive way to capture the same information a form does. Prospects are given a constant stream of instant feedback for each of the details they send which is reminiscent of the gratification that their favorite apps give them every day.
The end result is a more engaging lead capture experience which leads to a higher conversion rate. This, in turn, drops cost-per-lead (by half in many cases) which in turn drops CPA.
Where’s the proof?
I have tried this approach with several of my clients’ ad campaigns and have seen an increase in conversion rate by as much as 200%. But, my favorite demonstration of the effectiveness of this approach doesn’t come from the marketing space.
His bot asked for each of these details individually in a conversational manner. As you might imagine, the bot didn’t require highly advanced AI to accept the details (e.g. you don’t need too much AI to pull a name from the phrase “My name is Arnav Patel” or to pull an address from “I got the ticket at 12345 Clover Blvd”). After collecting these details, the bot could compose a short letter by plugging details into a template the citizen could send to their local government. The bot did not have to use any fancy underlying tech and performed more like a conversational form than a robot lawyer.
This approach was so effective that DoNotPay helped squash over 200,000 tickets over the months following its release. This process of essentially tricking users into filling out a form is the same approach to chatbots that I described above.
The key to building an effective chatbot strategy is managing expectations. If you try to recreate a conversational agent with the intelligence of Jarvis from Iron Man you will inevitably fail. Both you and your prospects will be disappointed when the bot doesn’t perform as promised. If you set a more manageable goal and make a bot that improves your lead capture experience, your prospects will feel more engaged and you will convert more leads with the same ad spend.
This thought process affects your bot’s goal and how you phrase the bot’s conversational flow. I would recommend creating bots which have a very fixed and narrow objective (e.g. capturing a lead for a particular product/service) and phrasing questions with a similar fixed objective as one might do with a form field (e.g. ask “would you like help with X or Y” instead of a more open-ended “how can I help you?”).
Using this approach allows you as a marketer to feel the benefits of a chatbot’s engagement without the fear of awkward examples of failing AI that alienate prospects. The end result is a higher conversion rate, lower CPA, and a more efficient PPC campaign.
We live in the sparkly, shiny world of automation. Everything from switching lights on/off to assembling cars can now be automated. This calls for the question though—how important is automation? Is it really of much help?
The answer is yes. Automation is adding value by reducing manual labor, saving time, and in some cases, saving lives.
This is a tweet by Anton Zaslavskia (aka Zedd), a Russian-German record producer and DJ. He tweeted out in support of the smart car Tesla, talking about how it saved his life.
The autopilot feature in the car alerted the driver awake when it detected that he had fallen asleep. Thanks to the automation amalgamation, Anton’s life was saved.
Automation has created a paradigm shift in the way we work, across industries and businesses. And it is the same in the case of sales. The daily life of a sales rep is a list of crucial tasks that can make or break a deal. These include sending out emails, making calls, creating contracts, negotiating deals and more. They do these tasks multiple times in a day for multiple accounts, and it might be challenging to stay on top of all the accounts with just manual work.
A Forrester report states that automating tasks can help save 90% of costs. You can increase efficiency and productivity while cutting down on costs. Those are enough reasons to invest in sales process automation. But how do you go about automating the sales process? Where do you start? Here are the five aspects of your sales process that can be automated:
Studies say sales reps spend 21% of their day on emails. That is a large chunk of their day, almost a quarter, which can be better spent talking to prospects. This calls on the urgent need for email automation.
To get started with email automation, you need to analyze the daily sales tasks performed by your sales reps and figure out :
What are the most common emails that are sent daily?
What is the time spent on creating and editing emails before hitting send?
How much personalization and customization is needed for each email?
There are quite a lot of sales emails being sent in a day, and many are repetitive. As part of the sales cycle, sales reps send out various generic emails like:
Welcome emails to new leads
Follow up emails to unresponsive leads
Demo emails to new sign ups
Reminder emails about meetings
Thank you emails to new customers
Creating the email copy, customizing it for each lead and sending them out requires a good chunk of your sales reps time. Let’s assume that a follow up email containing a helpful resource needs two minutes of preparation time before hitting send. If the sales rep has to send the email to 10 other prospects, that is 20 minutes of their time. Also, these emails are only the first touch point in the sales process. They need to spend more time on highly personalized emails for nurturing the leads further. These would take more time to prepare and send, and your sales reps would end up spending hours just sending out nurture emails.
Your frustrated sales reps deserve better, and email templates can eliminate this frustration. Rather than typing out the same email over and over again, they can create and save email templates that can be repurposed as needed saving tons of time. They can also schedule emails so that they can be sent out to multiple prospects at the same time.
However, not all emails can be automated. Sales reps exchange multiple emails with prospects, customers and team members and these need to be manually worked on. Some emails require personalization on the basis of content and context. Email automation cannot come into play for emails containing:
Discussion on legal parameters
Questions on premium features of the product
Contacting a C-level executive
When creating emails templates, keep in mind to customize email signatures with links to collateral that can further help nurture the lead.
For example, in a “thank you for signing up” email, add links to product videos and customer case studies. This would help the lead understand product features and use cases better.
Always add a hint of customization to bulk emails using placeholders.
Avoid sending emails during their out of office hours. Schedule emails according to the time zone of the recipient.
2. Lead Prioritization
Your business may receive a high volume of leads from multiple resources. Some of these leads may be looking for a fling while some may be interested in starting a relationship with your company. While it makes no sense to spend a lot of time with the former set of leads, your sales reps may not be aware of that. There are, of course, AI-based lead scoring tools to help your sales reps prioritize leads. But before you go ahead and get one for your business, ask yourself the following questions.
Are your sales reps spending a big chunk of their time in the qualification process?
Are the conversion rates low?
Are your sales cycles longer due to leaks and bottlenecks?
If the answer is yes to any of the questions, your business can benefit from automating the lead prioritization process.
Before you set off to create your lead scoring model, consider the metrics that are indicative of your business type. Most businesses score leads based on explicit signals like job title, industry type and company size. In some cases, businesses require deeper knowledge into how the customer uses the product and can lead based on implicit signals like website activity, page visits, and collateral downloaded.
Depending on how your customer uses the product, you can create a hybrid scoring system, using a mix of implicit and explicit signals. For instance, you can grant a higher score to a CFO who visits the pricing page as compared to an intern who visits the landing page.
If you are a multi-product company, set up different lead scoring models for each product.
Set thresholds for the scores on the lead and bucket your leads based on their score as cold, warm and hot.
Make sure you configure the model for negative scoring. This is a common mistake made while creating lead scoring models. We take into account only positive attributes but over time, the lead interest may begin to wane. For instance, you can assign negative scores to leads who have stopped engaging with your website and aren’t responding to the emails sent by the sales rep.
Do not score based on vanity metrics like say, email opens. They are not the best indicators of the lead’s interest as the lead may have opened the email multiple times to read it but may not have gotten the chance.
3. Lead distribution
Research indicates that calling a lead within the first five minutes of sign up will increase the likelihood of them answering the call by 100X. But this isn’t the case in most companies. In most cases, the business receives leads from multiple sources—website, blog and social media—and they remain untouched within the CRM for a period of time before being assigned to a sales rep. There is a gap in the time from when the lead enters the CRM and the sales rep reaches out to them.
This is where lead distribution comes in. By automating lead assignment, the response time is cut down which, in turn, increases the lead conversion ratio. You can assign leads by geography, industry type, company size, and deal value, making it a lot easier and faster for the sales rep to get in touch with prospects. This helps increase sales efficiency as it avoids multiple reps reaching out to the same lead.
DO’S: If you have leads from all over the globe or you have a multi-product business, you can automatically assign leads to sales rep handling a particular region or product.
4. Day-to-day tasks
Apart from modular tasks like sending emails and qualifying leads, sales reps do various administrative tasks on a daily basis. These contribute in small ways to the larger growth of sales.
The various tasks could entail:
The true success of a CRM lies in the fact that it serves as a single source of truth. It is an organized collection of data on prospects, customers, deals, accounts, and related sales activities. But this information has to be entered manually by the sales rep. Automating CRM data entry can help reduce the time and effort spent on it.
With automatic call logging, your sales reps can crush their daily sales call quota and not worry about missing out on adding calls to the CRM. The CRM will automatically log calls into the respective lead profiles.
With lead enrichment tools, the lead profile can be auto-populated with relevant information like job title, industry, and company. This eliminates the need for the sales rep to manually research on the lead.
Creating appointments and setting reminders
To schedule a meeting with a lead, there is usually a flurry of emails sent back and forth with various time slots. Automating appointments using a tool like Calendly can eliminate this hassle. You can forward a link to your calendar with the available time slots and the lead can choose their preferred time slot. A calendar invite is sent to both parties automatically and a reminder email is triggered before the scheduled time.
When a deal is won, the deal status has to be updated within the CRM. The sales rep has to switch over to the invoice generation tool and create and generate an invoice for the lead. This is time-consuming as they have to switch between tools. Using automation, an invoice can be generated automatically when the deal status is updated to “Won.”
5. Report generation
Reports are tiresome and boring but extremely important. As a sales manager, you are responsible for revenue targets. You need to be aware of how the sales pipeline is moving and measure the output of the sales process. The easiest way to do this is to maintain records of the sales activities.
But collating data manually would involve updating a spreadsheet after each task is done with a description, like the number of calls completed, the outcome of the call and call notes. For each KPI, you have to maintain multiple records. That’s a lot of manual data entry, tabulation, and graph generation. If you miss out on adding an activity to the list, you will end up with erroneous data. That’s where reporting automation can help you.
Before you automate your report generation, make a list of all the reports you need and the KPIs you need to track:
Annual sales report
Quarterly sales report
Sales calls reports
Sales emails reports
Team performance comparison
These are team reports. For individual rep reports, you’d have to track their KPIs like:
By automating reports, you can eliminate the manual task of collecting, organizing and analyzing data. This further excludes inaccuracies that are borne out of human error. Multiple reports can be created easily by choosing the necessary parameters. Sales rep performance can be tracked by customizing reports with the KPIs that need to be tracked.
DO’S: Schedule individual reports so that the rep is aware of their performance and can tweak their activities accordingly.
DON’TS: Avoid keeping information to yourself. Make the reports accessible to the team so they have visibility into how the team performance is progressing.