5 Strategies Marketers Need To Know for Promoted Tweets

Looking for ways to amplify your Promoted Tweets?  Whether you’re already participating in Twitter Advertising or thinking about getting into it, there’s a few things every marketer needs to know about Promoted Tweets.  Read on for 5 strategies that will optimize your Promoted Tweets.

 

1.  Increase Relevancy: Similar to other online ad formats, Promoted Tweets restricts creatives with a character limit.  So, if you’re participating in keyword targeting, why not use the best practices of paid search and include the actual keyword within your ad?  Not only will your tweet be given more prominence from the bolded keyword, it’ll also attract more engagements, as it will be more relevant to the query.

 

2.  Tweet for Re-Tweets: The biggest downside of Promoted Tweets is they’re only seen on the official Twitter properties. Unfortunately, not everyone logs into Twitter’s UI to manage their account.  Ever heard of TweetDeck or HootSuite?  Millions of Twitter users leverage tools like these to manage their accounts, and therefore, won’t ever see your Promoted Tweets.  When you’re promoting a tweet, a good goal should be re-tweets.  Being successfully re-tweeted is the ultimate way to reach and engage those who wouldn’t otherwise be exposed to your Promoted Tweets. It doesn’t hurt to do a small test and request a re-tweet within the tweet.  See how it performs against the same tweet without the request.

3.  Don’t Forget Your Competitors:  In my last blog post about Twitter Advertising, you learned about Twitter’s inability to target specific Twitter users, such as your competitor’s followers.  Well, unfortunately, nothing has changed.  You still can’t.  But, here’s what you can do: target your competitor’s branded keyword just as you would with a paid search campaign.  Volume may be low, but you don’t pay for impressions, only engagements – so you really have nothing to lose here.

4.  Dominate with Visual Content: Based on the promoted tweets below, do you see a difference between these? One is significantly inconspicuous compared to the rest and you already know why.  Outshine the other tweets in the feed with graphic content to increase visibility, encourage more engagements and command stronger results.  Check out these cool examples:

Landrovertweet
Zalestweet

Warnerbrotherstweet
Marketotweet

5.  Avoid Product Pitches: After all, Twitter is another social media platform so the intent to purchase is not always there.  Spamming the Twitter user-base with products that they aren’t necessarily interested in won’t do you any good.  On the other hand, with Twitter users, there is intent to connect with engaging content and users, so take all of the previous tips and leverage Promoted Tweets to gain more followers.

 

How has your Twitter Advertising program been going? Share your story with me in the comments below.

 

Follow me on Twitter and add me to your G+ circles for more online advertising tips.

 

How to Crush the Competition on the Google Display Network

Ever wonder how your competitors are setting up their ad strategy or where they’re getting their most valuable traffic?  If you don’t keep up with your ads and continually optimize your reach, the competition is going to swoop in and take what’s yours.  That’s why we’ve put together this simple 5-step guide on how to crush the competition on the Google Display Network.

 

  1. Do Your Research: Conduct a competitive analysis of your top competitors.  I’m sure you know about MixRank, since you’re reading our blog.  So, head to mixrank.com, search for your competitor’s domains, and export all of the text ads, banner ads, and traffic sources to understand where you stand in relation to your competitors. 
  2. Drive More Reach:  Based on the ads you exported from your top competitors, cross-reference their campaign strategy against yours.  If they’re running significantly more campaigns than you, you know you’ll have re-visit your ad budget and scale your campaigns on other relevant sites.  On the other hand, of you’re competition isn’t running as many campaigns, that’s a good sign too that you don’t have to increase your budget tremendously to reach more customers. 
  3. Don’t Miss Out On the Traffic: From the traffic sources you exported from MixRank, add any placements that you’re not currently bidding on to your managed placements.  Be strategic about which ad groups you target these placements on, as the relevancy will impact your Quality Score.  To get started, make sure to add every placement on the exported list. If your competitor is running ads on these sites, you definitely don’t want to be left out.
  4. Optimize Your Budget:  As you know, not all placements will perform the same way. So, since you probably have some type of budget for your ad spend, you’ll need to monitor the performance of each placement and adjust your bids accordingly over time.  If you’re considering adding negative placements, it may be worthwhile to check back on MixRank to see if your competitors are still running ads on that traffic source before doing so.  You can delete a placement as well, which would be less drastic. By deleting a placement, your ad may still show up on the site but only when ad group’s topic or keyword targets are relevant to the content on the site.
  5. Leverage Banner Ads: Similar to search ads, contextual ads on the Display Network appear right beside your top competitors’.  To eliminate the chances of a consumer clicking on your competitor’s ad completely, occupy the entire ad unit with a banner ad.  The nice thing about banner ads is that certain sizes will almost guarantee your ad will be above the fold on most sites.  The most popular sizes are 728×90, 160×600 and 300×250, but from my experience, 160×600 ads don’t perform as well as the others.  Here’s a visual of an ad unit, and how banner ads drive out the competition’s ads:

 

Bannerads
Contextualads

 

701pages Decreases Time Spent on Creative Testing by 30% with MixRank

701pages-logo-white

 

701pages.com is the leading online search directory in Malaysia.  They provide coupons for local goods and services and free unbiased community reviews for over 100,000 merchants.  In 2012, they selected clickTRUE to manage and scale its online advertising campaigns.

 

After running campaigns for several months, 701pages and clickTRUE started seeing a decline in click-through rates.  To ensure their existing campaigns did not suffer further, they decided to refresh these campaigns with a new creative direction.  As they started launching new creatives to test, they encountered a roadblock. The trial and error period required a significant amount of time, preventing them from rapidly scaling their campaigns.

 

To increase efficiency, 701pages and clickTRUE turned to MixRank’s search engine for ads to gain insight into successful ads from similar industry advertisers.  MixRank’s data showed the contextual and banner ads from leading brands, the number of times the ads were shown, and the length of time the campaign ran for.  Ads with a higher frequency over a longer period of time indicated the ad performed well for the advertiser.

 

With these insights, 701pages and clickTRUE modeled their ad creatives based on what worked for other advertisers in the same industry, cutting their time to launch a campaign by 30%.  As a result, MixRank’s intelligent data allowed 701pages to scale their display campaigns more profitably at a rapid pace.

 

“When launching new campaigns, a quick glance at the banner ads indexed on MixRank offered my team remarkable perspectives.  We saved a substantial amount of time spent on testing new creative ads.”

 

— Jereme Wong, COO of clickTRUE Pte Ltd

 

Clicktrue_web_180x60

 

clickTRUE Pte Ltd was founded in 2008 and has quickly become one of Southeast Asia’s leading online marketing agencies for SEO, SEM, integrated PPC management, social media marketing, web development, web analytics, and conversion rate optimization.  clickTRUE manages over $10 million in online ad spend annually across a client list that includes leading brands such as Clinique, DKNY, HSBC Bank, Men’s Health and Panasonic. clickTRUE has since streamlined its creative testing process using MixRank as its strategic data source for successful ad creatives across a variety of verticals.

 

 

CornerBlue Increases Mobile Conversions by 19% Using MixRank

Logo

 

Founded in 2006, CornerBlue, Inc. has quickly become a leading mobile marketing agency that specializes in performance-based mobile campaigns.  CornerBlue now manages millions of dollars in mobile advertising annually across multiple verticals including education, insurance, and finance.

 

With their growing list of clients, CornerBlue’s team experienced increased pressure to rapidly launch mobile ads in verticals they had not tested before.  In order to efficiently and strategically drive their campaigns, the agency sought insights from real-time industry data.  They needed a solution that delivered proven ad copy and profitable placements to alleviate the time of testing each creative and website.

 

For reliable data, CornerBlue adopted MixRank’s solution because of its abundant amount of indexed ads across every industry.  MixRank offered CornerBlue verified advertising strategies that they used to kickoff new campaigns.  With MixRank, CornerBlue consistently found relevant contextual ad copy and traffic sources for a variety of verticals including the education and finance verticals. 

 

As a result, the intelligent search engine saved the CornerBlue team 25% of their time to set up campaigns, allowing them to focus on other optimization strategies such as researching negative keywords and setting appropriate keyword bids. Since deploying MixRank, CornerBlue’s mobile campaigns have increased daily conversions by 19%.

 

“Our team has found MixRank tremendously useful for our mobile ad campaigns. We use MixRank regularly. The ad copies and traffic sources allow us to jumpstart new campaigns and hit the ground running.”

— Arthur Chaparyan, CEO of CornerBlue

 

Are daily deal sites the right marketing program for your business? – Part 4

Daily deal sites like Groupon and Living Social are taking off with consumers, but how do you decide if it’s the right marketing program for your business?  Part 1 and Part 2 of this blog series explains the top 5 things to consider before participating in a daily deal site.   Part 3 covers three types of business models who will most likely succeed from a daily deal site.

 

Today’s post is the final piece of this series, discussing the business types that will most likely suffer from this marketing strategy.  The reason being: the business will take a financial loss up front and have a slim chance of converting those coupon-hunting consumers into loyal return-customers.

 

You may consider refraining from a daily deal site if you fall within these Top 3 Business Types That Will Suffer From Daily Deal Sites.

 

1.  Established local businesses with loyal customers:  If you’re in good financial standing right now, growing and selling at the projected pace, why mess that up?  There are many local businesses that have regular customers and consistent sales that make ends meet.  There’s no reason to risk taking a financial loss when you’re already doing so well!

 

2.  Products with low profit margins:  Marketing programs are supposed to cost you money initially but should bring in leads and new lifetime customers over time.  For daily deal sites, it’s hard to forecast what will come of it; what if your existing customers purchase the deal?  Then you’ve cut even deeper into your potential profit.  So, if you are selling a product with a low (anything less than 50%) profit margin, a daily deal program will guarantee financial failure. Instead, you should try a direct marketing approach and offer a similar coupon via snail mail.  This way you won’t have to give half of that revenue away and you only take a loss on those who use the coupon.

 

3.  Luxury goods: Coupon clippers aren’t your target market, so are you really going to get new lifetime customers from this deal?  Probably not. And, isn’t the whole reason why people pay thousands of dollars on luxury items is because of their exclusivity?  If word gets out that you’re offering heavy discounts on authentic merchandise, your actual target market may no longer value your brand.  Beware of how a daily deal site could inflict your brand presence among your existing customers.

 

Bonus: Service-based businesses: If you’re offering massages, mani-pedis, or even an educational class at a discount, the people who purchase your service through a daily deal site would rather continue to look for another similar deal than pay full price.  Here’s the logic behind this: all of these services are offered to enhance someone’s life, but aren’t necessarily required to live.  So, from a consumer’s perspective, someone who already knows that coupons exist, why bother paying full price?  Here’s my recommendation to capitalize on these “deal-hunters”: it’ll be hard to convert these new leads into lifetime customers based on price alone.  Make sure you provide amazing service during these sessions and consider offering a loyalty card or reward system if they return for more.  For example, you could offer a free mani-pedi for every 10 she pays for.

 

Good luck with your marketing programs! Follow me on Twitter or add me to your Google+ circles for more marketing insights.

 

Beckertime Increases Daily Traffic by 8%

Beckertime-logo

Founded in 1998 by father-son watch enthusiasts, Beckertime is one of the largest providers of pre-owned luxury brand watches generating over $1 million in monthly sales revenue.  In 2011, the online retailer turned to KOMI Marketing to manage its digital marketing efforts.

 

As Beckertime and KOMI Marketing sought to expand its online presence, they faced a bottleneck when trying to build high quality links.  The process of researching and finding relevant high-traffic websites for link building was taking a significant amount of time, preventing them from engaging in other search engine optimization (SEO) strategies like content generation and social media.

 

In order to improve the link building research process, Beckertime and KOMI Marketing leveraged MixRank’s intelligent search engine to find quality traffic sources in seconds.  Using MixRank, KOMI Marketing instantly uncovered over 50 websites relevant to Beckertime and started building links at a constant pace.

 

With MixRank’s easy-to-find data, KOMI Marketing and Beckertime saved 90% of the time on its research for link building, freeing them up to focus on other SEO strategies and marketing campaigns.  Additionally, by building links on these websites, Beckertime and KOMI Marketing have seen a steady 8% increase in unique visitors every day.

 

“MixRank’s traffic sources for related ads are really awesome for link building. Without PPC, I’ve seen a significant boost in unique visitors every day from these backlinks.”

 

— Joseph Chambers, CEO of KOMI Marketing

 

Founded as a search engine marketing agency in 2009, KOMI Marketing has since grown into an online marketing company that provides SEO, web development, and social media services.  In addition to working with Beckertime, KOMI Marketing builds and manages integrated online marketing programs for clients in a variety of verticals, including apparel, jewelry, and furniture.  KOMI Marketing has standardized with MixRank as its primary search engine for link building research.

Komilogo

More Targeting Control With Flexible Reach On The Google Display Network

Last week, Google announced the new “Flexible reach” option on the Display Network.  This option will eventually replace Broad reach and Specific reach, the current targeting options available at the campaign level:

 

  • Broad reach shows your ads on pages that match the primary targeting method
  • Specific reach shows ads on pages that match all of your targeting methods

 

Flexible reach allows you to diversify your targeting at the ad group level.  With flexible reach, you can do the following all at the ad group level:

 

  • Select any combination of multiple targeting options
  • Combine different methods of targeting and bidding

 

For example, when adding placements to an ad group, you can either target only these placements or use these placements for bidding only.  When you only target these placements, you can set specific bids for these placements but your ads will only appear on these sites, eliminating your ads being shown anywhere else.  To use these placements for bidding only, you can also set specific bids on them, but this option also allows your ad to appear on other sites based on your keywords or other targeting methods within the ad group.

 

This new feature provides transparency into how your targeting selections are affecting the reach and impression volume of your campaigns.  When Flexible reach is enabled, by default, new ad groups will have the targeting setting selected when you add targeting methods to them, like placements. The same default setting applies when you add targeting methods to or delete targeting methods from your existing ad groups.

 

Flexible-reach

 

Are you ready to fine-tune where your ads appear by using the Flexible reach setting at the ad group level?  Learn more about using and enabling Flexible reach at the AdWords Help Center.

 

8 Tips for Optimizing your Landing Page Conversion Rates

This guest post is by Jonny Steel, Director of Business Development at ClickTale.


You wake up one morning and decide that you would like to double the amount of traffic to your website. Great idea! Your immediate instinct might be to dig deep and succeed to double your marketing budget. However, a much smarter first move (and much easier) is to maximize your landing page conversion rates without spending an extra penny. Often, a series of quick wins, together with some more thorough analysis and testing, can leave you with far better conversion rates.

 

Based on our experience at ClickTale working with some of the biggest brands in e-commerce, travel, entertainment and financial services, here are our top eight tips for landing page optimization:

 

1.
Test, Test and Always be Testing
– Even the best designers and usability experts in the world cannot know for sure which message, image and call-to-action will convert best. Don’t ever let the “HIPPO” in the room dictate your decisions (Highest Paid Person’s Opinion, in case you didn’t know). A simple A/B test or a more sophisticated multivariate test will show you how real visitors actually respond to the different versions.

2.
Visualize your Visitors
– You may have several elements on your landing page such as a sign-up form, key value proposition, image, testimonial, special offer and more. Web analytics will show you the click-through rate or conversion rate of the landing page, but you also need to know which elements your visitors actually looked at and what they ignored. ClickTale’s Visitor Recordings and Heatmap Suite show you exactly what your visitors do – where they hover, click, and scroll. You can watch recordings of individual visitors as if you’re sitting behind them or analyze hundreds of visitors on Heatmaps. This visualization of visitor behavior arms you with the knowledge of what content helps to boost conversions and what is just a distraction.

3.
Keep an Eye on Your Competitors
– Always remind yourself that you were not the first person to drive traffic to a website or create a relevant landing page. You may have direct competitors or at least other businesses in your space. MixRank Professional is a great tool for easy landing page research showing you what similar marketers are testing, the changes they make and reveal what they have learned through experience.

4.
Fantastic Forms
– Your landing page may have a simple call to action button, but in many cases you actually want to collect visitors’ information through a simple registration form. You are always split between keeping it short versus collecting more data to make your job easier later on. Rather than basing your decision-making on guesswork, ClickTale’s Form Analytics identifies all the fields in your form and shows you, for each one, where visitors abandon the form, take long to complete, encounter errors or leave it blank. This way you’ll have the most optimized forms possible.

5.
Know Your Goals
– One of the first questions you need to ask yourself is “what is the goal of my landing page?” Sometimes you want to communicate what you do and get visitors to just start clicking. On other occasions, you want them to give you their email address, or even make an immediate payment. Whatever your goal, absolutely everything on the page must be geared towards it. You may have other messages you would like to communicate but if they don’t correspond with your key message, then you’re better off without it. Focus on your value, take out the noise and let yourself be heard.

6.
Clear Call to Action
– The main CTA button must be clear, prominent and seen by all. You’ll be amazed how many leading websites have their call to action button below the fold, hidden among other content or simply not compelling enough. You may want something simple like “Start Now”, “Register Today” or “Free Trial”. On other occasions a slightly longer message might work better like “Start Saving Money Today” or “Try Our No-Risk 30-day Free Trial”. Only testing will help you discover what works best for your visitors.

7.
Build Trust
– Your visitors may be first-timers who don’t know you. One of the most important goals of your landing page must be to reassure them that you are a reliable website which offers them great value. There are plenty of ways to do this but a good first step is to include a handful of logos of existing customers or quotes from satisfied users. If you’ve been featured in any well-known newspapers or websites, add their logos too. They don’t need to take up much space or attention but just to be there to subtly communicate this message.

8.
Lower the Risk
– Make it a no-brainer to proceed. You want visitors who have clicked through to your landing page to spend no more than 30 seconds looking at your page and be convinced that it makes sense to get started. The message in your marketing campaigns should flow smoothly into the landing page. With a key value proposition, simple form, evidence from customers and/or press coverage and of course an attractive design, you will minimize any obstacles. If you can offer them something with zero risk, like a free trial or an opportunity to browse or play without an initial payment, there will be little to hold them back!

 

About the Author

Jonny Steel is Director of Business Development at ClickTale, responsible for all partnerships, whether agencies or technology partners. With a background in e-commerce, he understands the desperate struggle websites face to understand what their customers are actually doing on the site. His main concern at ClickTale is developing a host of valuable integrations for our customers and ensuring that our valued partners are getting all the support they need. Jonny holds a law degree and MA in War Studies from Kings College, London.

About ClickTale

ClickTale is the leader in Customer Experience Analytics, the next advance in web analytics, optimizing usability and maximizing conversion rates of any website. Its patented Customer Experience Visualization™ technology allows ebusinesses to see their customers’ true-to-life online experience at all levels of detail, from aggregated views to playable videos of users’ browsing sessions. Unlike traditional analytics platforms that assess page-to-page navigation, ClickTale reveals the customer experience inside the page. ClickTale, an enterprise-class SaaS solution, is fast to deploy and provides immediate ROI. Serving over 2,000 customers worldwide including Fortune 500 ebusinesses, ClickTale is the fastest growing company in its space.

Are Daily Deal Sites The Right Marketing Program For Your Business? – Part 3

Daily deal sites like Groupon and Living Social are blowing up all over the web.  I’m sure you’ve been wondering, “how do I decide if Groupon is the right marketing program for my business?” 

 

Part 1 and Part 2 of this blog series explains the 5 Most Important Factors Marketers Should Consider Before Participating In Any Daily Deals Site.  Today’s discussion will focus on business types that would see significant results with this type of marketing program. 

 

Consider growing your customer list with a daily deal site if you’re business falls within the Top 3 Business Types That Will Benefit From A Daily Deal Site:

 

1. New Local Businesses – A lot of daily deal sites require users to add their location to sign-up for deals in their area.  New local businesses are already operating at a loss.  Although a daily deal site wouldn’t provide any immediate financial gains, these new businesses could really benefit from the geo-targeted exposure.

2. Subscription-based products – Subscription-based products could include magazines, data and/or software applications.  The costs for subscription-based products are fairly low to offer the subscription to another buyer, but the potential gains from customers becoming full subscribers are rather high. 

3. Software products – For software products, the product is already built.  Your main goal with software is to sell the license to more people.  The beauty of daily deal sites allows you to offer the software at a discounted price, but possibly acquiring a lifetime customer.  Once someone is familiar with your software, you’ll benefit from all the additional revenue generated from a loyal customer.

 

Check out the last piece of this blog series. It warns you about the types of businesses that should refrain from participating in a daily deal site and why. Have an opinion about daily deal sites? Feel free to share them with me by commenting on this blog post.

 

Thanks for reading! For more marketing insights, follow me on Twitter or add me to your Google+ circles.

 

Are Daily Deal Sites The Right Marketing Program For Your Business? – Part 2

There has been a ton of negative press around Groupon and similar daily deal sites for businesses.  However, there have also been some huge success stories.  So, as a marketer, how do you decide if Groupon is the right marketing program for your business? 

 

In the last post, I walked you through three of the 5 Most Important Factors Marketers Should Consider Before Participating In Any Daily Deals Site.  Here are the last 2 plus an added bonus tip:

 

Target Market:  Many daily deal site subscribers are coupon hunters. Is that in line with your target audience?  There are several other factors to consider including a potential customer’s demographics, income, and location.  Make sure to find out exactly whom the deal will be sent to before participating.  You want to make sure that the deal site is going to target a highly relevant audience.  If you don’t believe the audience is relevant to your business, pass on the daily deal sites.

 

Terms & Conditions:  When you’re done evaluating the previous factors for a daily deal site and still want to move forward, there is one last thing you should consider before approving your coupon.  Make sure to include your additional terms and conditions.  It should make sense for your business goals (financial, marketing and performance goals).  I’ve heard of a few horror stories in which some business owners did not add terms and conditions before the deal went live, dampening their campaign performance and incurring significant losses. Here are just a few of the terms you can include:

  • Expiration date
  • Limited number of purchases
  • Limited number of redeemable coupons per visit
  • Availability to all or new customers only
  • Valid on certain products, items, or times of the day (for example: coupon not valid on clearance items, coupon not valid during happy hour, etc) 

 

Bonus Tip: Try asking for a reference from the daily deal site.  Getting a reference from a business that offers similar goods or services to you would be the most useful so you can understand exactly how their promotion went.  However, if you’re not comfortable talking to the competition, any reference is probably better than none, right? Just keep in mind that references are provided by the site, and they most likely wouldn’t refer you to someone who had a truly negative experience.  On the other hand though, you do have the ability to ask deeper questions that you can’t find in a case study, so it’s a golden opportunity to gain answers to your burning questions!

 

Read Part 3, introducing my recommendations for types of businesses that would benefit from participating in daily deals sites. Part 4 will cover businesses models that should refrain from daily deals sites and why.

 

Thanks for reading! Follow me on Twitter or add me to your Google+ circles for more marketing insights.  If you’ve tried running a coupon on a daily deal site, share your story with me!