How to Design the Perfect Landing Page That Converts

While there are many ways you can attract potential customers to your website, the best way to get the conversion is to create a specialized landing page for each of your offerings. Directing the interested customers to standalone pages, separate from your main website, improves your results.

Simply creating a unique landing page is not enough. The quality of the landing page is also crucial to conversion. The page should be designed keeping your product as well as your consumer in mind. The layout should be simple yet provoking and the message should be clear. Here are some of the ways you can achieve that.

Attention Grabbing Headline

Whether your consumer hasp landed on your page through search engine results or social media ads, you have to keep them interested. A well thought out headline should be a part of your page to grab their attention. It is a good idea to keep the headline short and concise. It must support the link that brought the reader to the landing page in the first place. It must be relevant and should focus on the benefits of the product in an upbeat way.

Persuasive Body

Follow your headline with a persuasive sub-headline. Your sub-headline can be longer and really drive home the point as to why your product makes sense. Do not forget to add a short feature list that gives an idea about the things that set your product apart. A nifty benefit list can further strengthen your case and help persuade the reader to give your product a go. Keep your tone conversational and avoid unnecessary jargon.

The Power of Media (add video into the content)

Pictures and graphics have been shown to have more persuasion power than words when it comes to conversions. Use relevant pictures in an imaginative way without going off the message. If you are selling a tangible product, featuring it front and center makes sense. Graphics and images that enforce your message and service also deliver good results. Ensure the use of high quality and original images to have a better chance of making an impact.

Gather Information

If you need to gather some information from the visitors make sure the form you have placed on your landing page is simple and short. Most consumers do not like filling forms. Detailed information may increase the quality of your lead however entering it in the multiple fields may dissuade the consumers. 3 to 4 form fields are enough to collect information like name, username and email address etc.

The All Important Call-To-Action

Call to action button is what gets you your conversions. Be smart about it. The CTA should be unique, impactful and bold. Make it large and compelling. It must get the prime location on your landing page. Placement matters when it comes to CTA. The flow of the page and the placement of the content should be such that a viewer’s eye is directed towards the CTA. Images of people or lines and arrows can be used to get the intended result.

It is a good idea to get your CTA in colors that are in contrast to the rest of the content. You can also use multiple CTAs if your offer asks for it. However, make sure to visually emphasize your primary CTA. To really make your CTA stand out make sure to avoid generic language. Instead of your CTA saying “Submit”, get it to say something like “Get Your 30 Days Free Trial”.

Earn Their Trust

Security assurance as well as quality assurance can help persuade the user to share information with you and buy your product. Adding security seals can encourage the consumers to share private information vital to conversion. Adding testimonials from satisfied customers preferably with their pictures can help make a case for your service. Make sure the testimonials are specific and highlight the most-prized qualities of your product.

Show Your Authenticity

Adding contact details on the landing page are not necessary, however, they can help. Including a few modes for the consumers to contact your business strengthens their trust in you. When you are asking your consumers for their contact details, it helps if they have your phone number or email address. Giving a link to your website’s contact section can also do the trick. You can also add some social media buttons to further improve your chances.

Uncluttered Page

Whatever features or content components you put on your landing page you need to ensure all of them contribute to the ultimate goal, conversion. If something is not essential for conversion, drop it. Cluttering your page with unnecessary navigation bars as well details about your business goals and philosophy does more harm than good. Keep the copy brief and focus on visuals more than text.

A well-designed landing page can improve your bounce rate and increase the time an average visitor spends on the page, improving your conversion rates. Make your landing page interesting and impactful. Make it simple for the users to click on the CTA button and give your product a chance!

 

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Facebook Ads: Advanced Targeting

Facebook Ads have elevated social media marketing to a new level, integrating advertisements into our Facebook feeds. For regular users, ads may be just another set of boxes appearing on the right side of the News Feed, but for marketers, they are an opportunity to promote their product or service to the desired audience.  Luckily, cool targeting options like location, demographics, interest and behavior let you specify and choose who should see your ads.

Beside the generic options, Facebook lets you dig a bit deeper and connect with people who have a specific relationship with your brand, or find new potential leads based on their traits and those of your current (or ideal) customers. With most of the world on Facebook, you can now reach customers significantly more efficiently.

The hidden Facebook Ads gem you are looking for lives under the “Audience” tab in Ads Manager. We highly recommend you open it. There, you will find the Advanced Facebook Ad targeting which encompasses three possibilities:

Facebook Ad Custom Audience Customer File

 

The Custom Audience – Customer File option reaches your existing customers on Facebook.

  1. Email: To use this option, you need a list of your customers’ email addresses. You can upload a CSV or TXT file, copy-paste the data, or import email addresses directly from MailChimp. Facebook will then cross check those email addresses with that of its users and create a highly specific ad audience.
  2. App activity: To reach people who use your app and who take specific in-app actions, you need to integrate Facebook’s SDK for iOS, Android or Canvas. That way, every time somebody takes a specified action in your app, they will be added to the Custom Audience list. 
  3. Engagement on Facebook: This is the newest Custom Audience option, allowing you to target people who are already engaged with you on Facebook. You can segment people who viewed your Video, opened or completed a form in your previous or existing ads on Facebook, opened your Canvas on Facebook, or interacted with your page.

Custom audience targeting is a great way to strengthen the connection with existing customers. You can use it to send special offers to users who are deeper into the buying cycle, or those who already made a purchase, and now you want to turn them into returning or loyal customers.  

Facebook Ad Lookalike Audience

 

The Lookalike Audience option helps you create a new target audience based on traits and characteristics of your current customers.

To create a lookalike audience, you need to select a source: a custom audience list, Facebook pixel or page fans.

Next, you need to choose the target country and the size of your audience. Note that the size of the audience is based on the total audience in the chosen country. Smaller audience size is more likely to match your source audience, but larger audiences increase the potential reach. Make sure your source list consists of at least 100 people. The more people in your source group, the more accurately Facebook can find people who are similar to them.

There is one more advanced option – creating up to six different lookalike audiences. That way, if you measure conversion value for people in different audiences, you can separate them by different ranges of similarity to the source group, and bid differently for audiences you value differently.  

Lookalike audiences is a great option if you wish to grow the number of new leads, increase brand awareness and exposure, or even tackle new markets.

Facebook Ad Custom Audience From Your Website

 

Creating a custom audience from your website is an excellent way to remarket on Facebook to people who visited your website or linked web pages, who haven’t necessarily completed an action or left their contact information.

To take advantage of this option, you need to create a Facebook pixel to build a custom audience. This way you can focus ad campaigns only on people who are your website visitors.   

 

By creating a custom audience based on website visitors you will be able to:

 

  1. Get people back to your website and complete the purchase
  2. Utilize the custom audience to find new people, similar to your website visitors
  3. Gain additional value from new customer acquisition campaigns by excluding existing customers
  4. Measure and optimize ads for website conversion

 

You will effectively address specific potential customer’s pain points and get them to return to your website again and again, while gaining new customers.

 

Social media marketing is an important part of digital marketing strategy, with 2 million Facebook advertisers as proof that Facebook Ads connect with new and existing customers.  However, it is likely that many are not taking advantage of the advanced targeting options and strategies. Without carefully planning your targeting strategy, you may end up throwing your money away.

Luckily, we are versed in developing and employing a powerful strategy that will grow your business. If you want to grow the number of website visits, raise brand awareness, promote your product or service to new customers and bring the existing ones back to your site to complete a purchase or make a new one, drop us a line and we can help get the most out of Facebook Advertising.

 

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Content Marketing Metrics

Every content marketer wants to be able to measure the results of their campaign. But, very often they believe that they can’t accurately measure the results generated by their content. And the truth is, most content marketers give up after they check numbers of page views or social shares. The scope of metrics, however, goes way beyond that, extending to the fundamental business and its goals.

Let’s take a look at the four categories of content marketing metrics and what they actually mean. Then, you can decide which ones are most significant to you. 

Basic Consumption Metrics

Basic consumption metrics measure brand awareness and web traffic, answering the most fundamental content questions about how your strategy is performing. You get to see how many people viewed and accessed your content, while gaining an overall idea of which pages of your website are most popular and attractive to users.

Basic consumption data can be found in Google Analytics.

  • Users: total number of unique visitors to a particular page on your website
  • Page views: total number of times a particular page on your website is viewed
  • Pages/Sessions: total number of pages a user visits while browsing your website
  • Average time on page: average time spent on one page, for example a blog post  
  • Downloads: total number of times users downloaded your content
  • Retention metrics: number of returning visitors to your site and specific content pieces  
  • Bounce rate: percentage of people that leave a page of your website without viewing other pages
  • Email open rate: total number of opened emails shows how many people are interested to read your email content

The resulting numbers show which pages are attractive and unattractive to let you see which campaigns were effective, while providing insight into how you can drive people to your website

Sharing and Engagement Metrics

These metrics measure brand awareness and user engagement, showing you how your audience interacts and engages with your content. You will gain a clearer understanding about what types of content are more interesting to your audience and inspire interaction.  But keep in mind that sharing metrics measure publicity, not actual competitiveness of your content.

Some data can be found in Google Analytics, the social networks you use, as well as other free and paid tools.

  • Likes, tweets, +1s, pins: number of (positive) social reactions to the content you share on social media   
  • Shares: number of shares via social media but can also be analyzed as shares depending on type and length
  • Forwards: number of content forwards from one user to another, via email or direct messaging
  • Referral links and inbound links: number of link backs, usually to your website content
  • Comments: how many people commented on your social media posts

Social metrics are useful for determining what types of content you need to create to keep your audience engaged with your brand, and which to avoid. Also, they might reveal opportunities for future content campaigns.

 

Lead Generation

Lead generation and lead nurturing metrics track how your content is performing and whether it is fulfilling its purpose – converting visitors into leads that your sales team can take over, and turn into customers.

Google Analytics, as well as other tracking or CRM software can help you gather the necessary data.     

  • CTR click-through rate: measures how many clicks your calls-to-action- received
  • Form completions and downloads: total number of people who completed a form to download content
  • Email subscriptions: total number of email subscribers, old and new
  • Blog subscriptions: total number of people committed to reading your blog
  • Blog comments: number of people who interacted with your brand and need more information about a product or service
  • Total lead attribution: tracking where your leads are coming from
  • Conversion rate: total number of visitors who became leads

This group of metrics will inform you about content performance and help you identify which efforts push visitors further down the sales funnel, and which push them away. For example, you can identify if the copy or calls-to-action need improving, or perhaps you need to change the incentive.

Sales

Sales metrics are pretty obvious. You get to see how many people transitioned from visitors, leads, and to finally customers. They demonstrate whether your content marketing efforts were successful and profitable for the business. But to be able to measure the impact of content marketing, you need to create something trackable.

Typically, sales are measured though CRM systems, ecommerce systems, and other analytics software.

  • Online sales: number of online sales resulting from online marketing campaigns
  • Offline sales: number of offline sales supported by your overall content efforts
  • Manual reporting: number of unofficial sales deals made with future customers
  • Customer retention: number of returning customers that stay loyal to your brand due to special content efforts directed towards them
  • ROI – return on investment shows the profit generated as a result of your content marketing efforts

Sales metrics are an excellent way to quantify your content marketing results. They will express your overall content performance in terms of closed sales and generated profit, and show you how to proceed in order to gain more customers.

Each metric group compliments each other while providing valuable insight.  All metrics combined, when gathered systematically and analyzed carefully, will help you realize which campaigns work. You will find the types of content that work best, what customers need to know to make a purchase, and much more. Just follow the data, and make adjustments accordingly.

 

We believe that content marketing is part of a larger integrated marketing approach, and we aim to create content that attracts new audiences, provides visibility for your brand, and retains customers. Let us help you create your next big content marketing campaign. Contact us today and start measuring success right away!

 

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Google AdWords: A Guide to Finding High-value Keywords within Campaigns

Your work is only just beginning after you launch your campaign.  To get the ROI you need from your campaign, it is crucial to determine the strongest keywords within your AdWords campaign as soon as you have actionable data. The only way to keep your campaign strong enough to meet your goals is to regroup and analyze the performance of your keywords. This can seem daunting, especially if it is your first AdWords campaign. Fortunately, there are several simple ways to analyze and pin down high-value keywords within your campaign without relying on any expensive tools or secret tricks.

1. Pay attention to your click-through rate

If your CTR is low, your keyword selection and corresponding copy isn’t inviting clicks. This could be from poorly written ads, or mismatched keyword grouping. Your bid price goes up if you mismatch keywords with ads, further diminishing your ROI, so pay attention.

An easy way to boost your CTR and improve your ads readability is to use the {keyword} variable to generate a headline or sub headline for your ad based on the related search. To utilize this variable properly, you also need to choose a keyword for Google to fall back on if someone searches for a word or phrase that exceeds the ad text character limitations. The code is then {keyword:replacement text}. If you don’t choose a proper keyword that matches up with the text, it can confuse your audience.

Using Google’s keyword matching system is an important way to make your keywords work harder and improve your click-through rate. The fact is your audience is more likely to click on ads that reference their specific search query.

Utilizing Google’s keyword matching system, you can control how Google chooses whether or not to display them on a certain page of results. Search for bids on keywords with these variations to refine how your keywords target your audience:

Keyword = broad match

[Keyword] = exact match

“keyword” = phrase match

Eliminate any quote when you enter your keyword to match it as broad a search as possible. Add the square brackets, and Google will match your keyword to a search of the exact phrase.  Use quotes, and Google will match the words to the specific sequence they are entered. This further refines when your ad appears, further increasing the potential for a higher click through rate. Of course, there is no reason no bid on all three varieties to improve your results!

 

2. Experiment with keyword grouping

How many ad groups have you created? Your PPC campaign’s success hinges on connecting your target audience with the correct ad. If you are only showing one ad regardless of the keyword entered into Google then you are setting yourself up for failure. This is a major reason for low click-through rates. Take the time to create different ads based on your keyword groups. Make sure they make sense! And make sure they match.

If you are using too many keywords, usually over 20, you could be aiming too broadly with your keywords. Create new ad groups and refocus your keywords and their corresponding ads.

Also as important, is creating more than one ad for your group of keywords. Creating two or three ads is a great way to test your copy and see which ad is sharpest. This is also a great way to test how dynamic your keywords are, and what kind of language works best for them.

3. Pay attention to your ROI

Are your keyword purchases putting the right ads in front of the right crowd and creating conversions? If not, your keyword choices are either too broad or too specific.

Usually, it is the broader, short tail keywords that are problematic. They are usually high cost and high risk because they appeal to a broad audience. Short tail keywords do not necessarily create more conversions because they lack actionable phrasing. Stick with specific phrases and similar keywords. These long tail keywords are better for your ROI, generally being cheaper and stronger at connecting your target audience and creating conversions.

4. Compare your conversion rate to your landing page

If your conversion rates are low, your keywords and your landing page might not be meshing. It’s also possible that your keyword usage on the landing page or your call to action is weak. Sometimes all the keyword strategy in the world can’t make up for a dud of a landing page.

Start by tightening up your copy by keeping things relatable. Make sure to buy words that match the audience’s intent on their journey from the search, to your ad, to your landing page. Take a look at what your competitors are doing.  Compare your keyword choices with the choices of your competitors. How do they stack up? How does your copy and its use of keywords stack up? Are your keyword choices matching the ads you’re writing?

5. Use conversion tracking code to see which keywords are working and where

Google will supply any advertisers with a conversion tracking code that can be placed into certain parts of your site code to monitor whether your click-throughs are creating the desired effect of your campaign. You must place the code after the point on the page you want your audience to reach. This is crucial so you can accuratly track the visitors who reached your call to action or email sign up list, not just visitors to the page. Your keywords and their integration into the copy will have a large role in creating conversions while serving as a handy tool for gathering data to manage your keyword selection and usage.

 

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All you Need to Know about Google RankBrain

Google RankBrain: What it is and Why it is important

Over a year ago, in October 2015, Google announced they are going to use machine learning techniques of artificial intelligence in research. The topic raised a lot of questions and led to confusion about what Google RankBrain is, what it means for search marketing, and what brands should do about it. Today, a year and a half later after the dust settled, we learned (everything) we could and decided to share that knowledge with you.  We intend to answer all remaining questions you might have and eliminate all uncertainties.  

What is RankBrain?

First and foremost, let’s settle this dilemma: RankBrain is NOT an ‘update’ to the search algorithm. In fact, it is the third most useful search ranking signal, right after content and links. The actual list includes 200 different ranking factors. So what actually is RankBrain? Google RankBrain is a machine learning AI (artificial intelligence) system used to assist the processing of Google search queries.   

How Does RankBrain Work?

Google’s main goal is to provide its users with the most useful and relevant results for each query entered. In order to complete that goal, Google has to understand the search queries and to be able to match them with the appropriate content, even when the words of the search query are very different. In the past, Google’s algorithm was focused on matching user searches to the same webpage wording. Now, Google’s decided to take a slightly more sophisticated approach in trying to understand that actual context and search intent, and use it to deliver improved search results. That is why Google created RankBrain.  

RankBrain’s main purpose, according to Google, is to interpret queries that are very complex or just haven’t been seen before. Therefore, it converts the innumerable search words and keywords from Google Search, into quantitative figures that machines can understand and decipher. Instead of being pre-programmed and scripted, by using mathematical processes called vectors, plus additional advanced semantic processes, RankBrain learns people’s search patterns inference and then applies those interpretations to future search results.

Simply put, RankBrain is a system that aims to better understand search queries and give them meaning by identifying the real “user intent” and returning the best and most fitting results to the user.

Why is RankBrain important?

There are more than two trillion searches entered in Google yearly. And most of those searches are not limited to short phrases or a couple of words, but rather use full sentences such as, “What’s the best place to eat pizza in Napoli?  These searches cannot be effectively processed with an ordinary search algorithm. That’s why Google created RankBrain – a technology that studies and learns from the study – to learn from the search query and give more comprehensive results.  RankBrain avoids simply matching all words in the query and returning exact or filtering the nearest results related to the query.

At first, RankBrain processed around 15% of the searches, but now it is used to help with every search query.  Besides being able to process queries better and more accurately than before, there are several other ways in which RankBrain impacts search engines. In addition to faster query processing and increased optimization for search results, RankBrain is more relevant and user-friendly.  RankBrain is effective by learning from searches and drawing from offline phrases to understand more complex and long-tail keywords. 

How Does RankBrain Influence SEO?

It is well known that keywords play a crucial role in your website’s SEO, especially when you are creating content. So far, Google’s algorithm was able to identify the keywords in the page content and use them as a ranking factor. Now, Google has learned to identify great content, and keywords alone are not enough to get you high ranking. With RankBrain as part of the ranking equation, great content is more important than ever, and if you don’t provide great user experience, you lower your changes of ranking success.

The search ranking algorithm has also undergone major changes with the emergence of RankBrain. Before RankBrain, the algorithm produced constant search rankings until the next update. Now, we see constant updates of the ranking algorithm with fluctuating results to ensure better accuracy. Therefore, website owners, SEO consultants and content creators need to increase their versatility in content creation and keyword choice.

RankBrain employs AI technology to understand the user’s search intent and to determine what the user really wants. So instead of creating pages focused on a single keyword, it’s better to create content that targets the main keyword or phrase with related keywords and synonyms.

 

It is safe to conclude that RankBrain is changing the search landscape while helping users find what they are looking for easier and faster. From an SEO perspective, we can say that RankBrain is not something you can specifically optimize for in terms of ranking factors. RankBrain is a little bit different. According to Gary Illyes from Google, the only way to optimize your website for RankBrain is to simply optimize for natural language. And that might be a good thing because website owners will create web pages optimized for people, not machines, yielding quality results for users.

 

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5 Tips To Boost Programmatic Display Advertising Performance

The process around online advertising has changed a lot over the last decade. Gone are the days of IOs and tedious back-and-forth that came with old school ad buying and programmatic advertising has now become the most dominant form of display advertising. Ad placement is guided by artificial intelligence, real-time bidding, and automated decision-making when purchasing ad space online. Someone can use these to target a specific audience, and leveraging their knowledge of programmatic advertising can be helpful when it comes to managing an online marketing strategy. In 2016, eMarketer had projected digital display ad spending to exceed $22 billion, up from $10 billion in 2014, just showing how important it has become. Here are some tips to get you started to best utilize your data, and find the best strategies to reach your target audience. 

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