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5 eCommerce Marketing Strategies Proven to Increase Your Sales

Marketing for eCommerce is quite a bit different from digital marketing.For achieving long term success in eCommerce marketing, you need to place your efforts on customer’s shopping experience.

There are multiple key performance indicators like organic revenue, shopping conversion rates and targeted web traffic which you should focus on while marketing for eCommerce.

It should be noted that though there are tricks to make eCommerce marketing more effective, these aren’t a one stop solution for all the businesses out there. Following are the five eCommerce marketing strategies proven to increase your sales:

  1. Search Engine Optimization (SEO):

Having a website for your business is just the starting point of entering into the world of eCommerce. The next step is Search Engine Optimization, popularly known as SEO. SEO is the process which involves techniques to optimize a website’s technical configuration, developing relevant content and links so its pages become easily available on search engines so that they are ranked higher.

The following are the things which you should avoid while performing SEO:

  • Having very few payment options.
  • Having customers create accounts.
  • Email Marketing:

Email marketing is indeed a very effective and personalized way to reach your customers. Hence, email marketing should be a part of your eCommerce marketing plan. Birthday emails, Welcome emails, newsletters and Thankyou emails are various forms of emails to involve in your email marketing strategy.

Here is a pro tip for you: If you notice a customer has abandoned the shopping card in the one of the last steps of their shopping experience then you can provide them (by email!) personalized discount coupons valid for a day or a very limited period of time.

  • Content Marketing:

Content Marketing is one of the most popular ways of marketing your products. Social media marketing, youtube marketing are some of the ways of content marketing.

Advertisements on search engines, blog writing, Instagram marketing, Facebook marketplace are some examples of Content Marketing. Paying freelance bloggers, content creators with thousands of followers to advertise your products or services is also a very impactful and trustworthy way to approach your audience.

To top it all, content marketing is the most effective way of marketing your products or services in an organic manner.

  • Responsive Web Design:

Probably the first, foremost and the most crucial step of taking your business online is to have a responsive and user-friendly website. It is better if you make the website effective for mobile users because these days most of the online shopping is done on mobile phones. Thus, making your website a perfect fit for mobile phones is a wise investment.

Research shows that when you guarantee your users an effortless shopping experience, they tend to browse your site a little longer and have a detailed look at your products. Eventually this results in them making more purchases.

It is better to approach an expert or a digital marketing agency who knows how the layout and functioning of a mobile-friendly site should be.

  • Paid Campaigns:

To make your advertisements appear quicker and better pay-per-click or PPC is a great way to get cost-effective results. Have you ever noticed how the ads appear on top when you search for something on google? That is how PPC works. It makes your products or services appear on top.  There are basically three types of ads: Paid Search Ads, Product Listing Ads and Display Ads. These ads individually have their own advantages and functionalities. Thus Paid Campaigns are also a great way of advertising your products or services.

In the best-case scenario, you have to implement all the above-mentioned strategies but there are additional points of concern which you need to consider like creating sales funnel, A/B testing and so on. This is where hiring a digital marketing agency is very helpful. At Webzilla we are experienced marketeers with a wide span of experience in the domain of eCommerce marketing. If you are seeking some advice or digital marketing services than you can contact us here. We wish you have a prosperous journey with the eCommerce world!

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How Much Do Instagram Ads Cost?

  1. Introduction

Instagram has over 1 billion monthly users, making Instagram the most powerful marketing tool for Paid advertising. Being a Facebook-owned platform – Instagram has the great potential to generate business leads for your services or products. It helps you to grow your business by generating more leads.

How much do Instagram ads cost, though? Keep reading for more details.

Well, it totally depends upon the bidding model you have selected; still, on average – it costs between $0.20 t0 $6.70.

● Cost Per Click – $0.20 to $2 per click.

● Cost Per Impressions – $6.70 per 1000 impressions

Moving forward,

1. What makes Instagram ads worth the price?

Let’s have a look at some outstanding reasons that justify the costs of Instagram Ads.

●      Maintain higher click-through rates

When it comes to the CTRs, Instagram delivers the best performance. It is almost 2.5 times higher than other platforms. Great, isn’t it?

Note: – CTRs depends on your ads and target audience.

●      Offer advanced target options

Instagram also offers you advanced targeting options just like you get in Facebook ads.

You can use these features based on your target audience; you need to be clear about who you are targeting in your ads, from interest, location, age, etc. For ex: If your ad is related to cricket, Instead of targeting an audience interested in sports, you can target an audience interested in cricket.

●      Generate sales with higher values

Based on one of the recent studies of Shopify, Instagram users’ average order value is $65. Whereas the average order value of Facebook starts from $55 which is lesser than Instagram. Through Instagram ads, you can generate sales with higher values rather than using facebook ads for your business.

●     The Highest engagement Ratio

Instagram is leading amongst all the other social media platforms when it comes to engagement rates. It helps you earn more impressive engagement if we compare it with Facebook. It is almost ten times higher.

Your business will get more benefits if more people engage with your advertising. All you need to create the ads that serve the right target users, and you will surely get users to click and buy your product or services from your advertisement.

●      High conversion rates

Instagram ads not only generate higher-order values but also generate higher conversion rates compared to other advertising platforms. It offers the average conversion rate – 1.08%, while Twitter ads and Pinterest ads offer 0.77% and 0.54% average conversion rates.

It makes the Instagram ads worthwhile to give it a shot. Here, you need to note that it is always a great ad campaign that earns great results on Instagram. Follow the right optimization strategy to make your Instagram ads cost worth.

2. Optimize Your Instagram Ads

●      Catch Audience’s Attention

Images and videos you use in your ads play an important role as Instagram is a visual platform. Instead of focusing on captions, focus more on image and video, leading the audience to click your ads campaign.

In short, you need to provide quality on this platform to get the maximum ROI.

●      Use the Right Hashtags

When you build your campaign, you always develop a hashtag that describes more about your brands. Unfortunately, those unique hashtags might not work and will not get the lot of engagement you expect.

If you want exposure to potential users, we suggest you use ubiquitous hashtags. You need to spend a good amount of time researching the hashtags used by your target market.

●      Perfect Time to Post

Running the only ads will surely not work; you need to do the analysis and identify at what time your ads had a high engagement. And then experiment by posting ads only during that time. It will surely reduce some of your Instagram ads costs and help you to get optimal results.

Conclusion

It is not as easy as we are discussing. Optimizing the ads demands several experiments and time. If you are looking for fast results, you can hire an Instagram advertising agency and successfully run your Instagram ad campaign.

We at Webzilla can successfully establish effective Instagram ads at optimal cost. We have a team of professional experts and offer friendly personalized digital marketing services. With the maximum use of the potential and power of the internet, we help you connect your brands to your target audience with Instagram Ads.

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The Reasons Your Facebook Ads Are Rejected or Disapproved

In the last technical article, we covered the types of advertisement that is prohibited and restricted by the Latest Policies of Google Ads and provided some tips on how to make Google Ads run more smoothly. Today, we’ll discuss another type of social media advertising that digital marketers operate on almost every day — Facebook Ads.

How to make Facebook Ads with appealing titles, creative content and interactive campaigns has left digital advertisers scratching their heads. If you received a notification that your advertisement does not conform to the advertising policy and must be revised, the advertiser will be dispirited. What are the things to watch out for when running your Facebook ads, and does your content violate any policy? It will be explained in detail below

Prohibited Content of Facebook Ads

  1. Illegal Products or Services: Your ads must not constitute, facilitate, or promote illegal products, services or activities. In addition, if your target group are under age, the ads must not promote products, services, or content that are illegal, unsafe and inappropriate or that mislead, exploit, or exert undue pressure on the minor.
  2. Discriminatory Practices: your ads must not discriminate or encourage discrimination against people, including national origin, age, ethnicity, colour, sex, sexual orientation, religion, disability etc.
  3. Grammar & Profanity: the ads must not contain profanity or bad grammar and punctuation. Symbols, numbers and letters must be used properly without the intention of circumventing the ad review process and other enforcement systems of Facebook. For example, you are not allowed to use ‘Buy Now ’. You might adopt ‘Click here for more information!’ instead. 
  4. Adult Content and Adult Products or Services: Ads must not include nudity, depictions of people in explicit, suggestive positions and images focused on individual body parts.
  5. Tobacco and Related Products, Weapons, Ammunition, or Explosives, Unsafe Substances (i.e., Drug-related paraphernalia), Sensational Content (i.e., Ad depicting graphic details of torture or suffering, Ad depicting pimple popping or Ad depicting mutilation)
  6. Controversial Content, Cheating and Deceitful Practices, Third-Party Infringement, Non-existent Functionality
  7. Non-Functional Landing Page: Error pages or sites that are under construction, directing people to a closed or secret Facebook group, landing pages that don’t match the product or service promoted in the ad etc. 

More information: https://www.facebook.com/policies/ads/prohibited_content

Restricted Content of Facebook Content

  1. Online Gambling and Gaming: Common types of gambling or gaming activities that may require permission include betting, lotteries, raffles, casino, fantasy sports, bingo, poker, skill game tournaments and sweepstakes.
  2. Financial and Insurance Products and Services: Ads must directly request the input of a person’s financial information like credit card information.
  3. Subscription Services: The landing page of ads must clearly describe and display the subscription’s terms and conditions, including details on cancelling the service.
  4. Facebook requires online pharmacies who wish to run ads to be certified with LegitScript. Ads that promote over-the-counter medicines must comply with all applicable local laws. Ads may only promote prescription drugs in the following jurisdictions: the United States, New Zealand, and Canada. Ads promoting prescription drugs must not be targeted to people under 18 years of age.
  5. Cosmetic Procedures and Wellness: Ads marketing cosmetic surgeries and procedures must be targeted to people at least 18 years or older. Ads marketing dietary, health, or herbal supplements must be targeted to people at least 18 years or older.
  6. Alcohol: Ads that promote or reference alcohol must comply with all applicable local laws, required or established industry codes, guidelines, licenses and approvals, and include age and country targeting criteria consistent with Facebook’s targeting requirements and applicable local laws.

More information: https://www.facebook.com/policies/ads/restricted_content/alcohol

How to solve the issues if the ads are rejected

You may create a new ad or revise your ad to comply with our Advertising Policies. These ads will be treated as new ads and reviewed by our ads review system. Or, if you believe the ad was incorrectly rejected, you can request a review of the decision in Account Quality.

(source: https://www.facebook.com/policies/ads/restricted_content)

Before starting a new FB ad, it is recommended to do the following steps firstly:

  1. Be careful with your wording for copywriting
  2. Image ads use natural images as much as possible and don’t look like ads
  3. Don’t exaggerate effectiveness and make promises you can’t guarantee
  4. Ensure that the landing page runs properly, including loading speed, image quality, and content relevance
  5. Seek professional help and have an experienced person assess the risk of your advertisements being rejected

In the process of advertising on Facebook, it is inevitable to encounter the situation that the advertisement cannot be approved. It is recommended to reserve time to wait for the review process before launching the advertisement. Want to learn more about how to improve the quality of your Facebook ads or how to deliver them more effectively? Welcome to contact Webzilla’s digital marketing experts for professional help and customised solutions.

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Why your Google ads cannot be approved?

Searching online has increasingly become a way for people to quickly find answers. Every time they have a question that needs to find relevant information, products or service, or a DIY cooking recipe, they will click Google and type in keywords. On the other way, Google is also delivering relevant ads to potential audiences based on people’s search behaviour. Therefore, marketers dedicate themselves to analysing data, selecting keywords and creating good Copywrite to reach and attract their target customers who may click the ads. However, Google tends to provide better customers and has constantly updated its advertising policies. Sometimes, Google Ads probably are disapproved because the advertising content is “illegal”.

The Latest Policies of Google Ads

1. Prohibited content: Inappropriate content, dangerous products or services, counterfeit goods and enabling dishonest behaviour

Examples: racial discrimination, cruelty to animals, explosive materials and fireworks, hacking software, and academic cheating services, etc.

2. Prohibited practices: Misrepresentation, Abusing the ad network, Data collection and use

Examples: collecting donations under false pretences, users’ information, promoting content that contains malware

3. Restricted content and features: Gambling and games, Financial services, Alcohol, Healthcare and medicines, Restricted ad formats and features, Political content.

(source: https://support.google.com/adspolicy/answer/6008942?hl=en#con)

Case Study

Numerous immigration agents based in New Zealand and Australia were recently stopped from running Google ads. There is no fraud or cheating behaviour, and they have the official license certified by the New Zealand Immigration and Australia. So, what happened?

According to the New Government Services Policy (May 2020), ‘Google will no longer allow ads for documents and/or services that can be obtained directly from a government or a delegated provider.’ Promotions from authorised providers or resellers will be prohibited. Google demonstrates the documents include passports and other forms of national ID; proof of permanent residency; proof of immigration status/registration; travel documents like visas and Electronic Travel Authorisations (ETAs), etc. (Source: https://support.google.com/adspolicy/answer/9736337?hl=en)

Hence, the policy has a great negative influence on the immigration agency industry to run Google ads.

Consequences of violation and Solution

Disapproved Ads: The content may violate the policies of Google Ads and will be suspended.

Solution: You should figure out and determine whether the ads violate any policy. If you find them, you need to edit the ads and resubmit them.  Or you can appeal the policy decision.

(Source: https://support.google.com/adspolicy/answer/1704381?hl=en&ref_topic=1308266)

Google Ads account is suspended: Google may issue a warning if the content of your ads violates the policies or terms and conditions. This notification will be sent at least 7 days within your Google Ads account and email. If Google detects egregious violations, your Google Ads accounts will be suspended immediately without warning, and your Ads will no longer to allow to run.

Solution: If you disagree with the decision of Google, you can submit an appeal. Google will notify you of the result of the appeal via email after review.

(Source: https://support.google.com/adspolicy/answer/2375414?hl=en&ref_topic=1308266)

How to run Google ads smoothly?

1. Study the Google ads policies carefully and check your ads contain violations or, such as fake goods, dangerous products, or discriminatory content mentioned above

2. Avoid “trick-to-click” text, for example, Google will flag the text  “click here”. You can consider adopting “Buy now”.

3. Avoid long text, the headlines can be 30 characters and the descriptions of ads can be 90 characters. In addition, reduce the use of exclamation marks and words of the content are in all caps.

4. You cannot use “best product” or “first in business” that brag descriptions unless you were certified or rewarded by a third party. Consider adopting customers’ positive, genuine feedback.

5. To ensure that targeted pages work properly and do not contain any illegal content, Google checks ads and pays close attention to the quality of targeted pages at the same time.

To create a comfortable and safe online environment for users, Google will update its advertising policy non-scheduled. In addition to some broad terms and conditions updates, Google will also issue policies for specific regions and countries. Need to improve the quality of Google ads or be more effective in the running process? Please contact Webzilla’s digital marketing experts for professional help and customized solutions.

Disclaimer: The case stories in this article are only for basic explanation and analysis, not for any individual or industry group, for reference only. All similarities are coincidences

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Duplicate Content harms SEO. You should adopt Canonical Tags

How to improve the quality of the website to attract more visitors? It is a daily task for all digital marketers. As is well-known, content is king and the marketing team consistently create appealing content. Marketers also attempt to public the content in multiple channels to impress and drive traffic. Sometimes, they may acquiesce the plagiarism because they believe the quality of the content is approved. However, duplicate content impacts your SEO negatively.

Duplicate Content

The definition of duplicate content means that the same or very similar content can be found on two different URLs. The reasons for this phenomenon include internal and external factors.

Internal Factors

  • Some products are removed when you adjust or upload. However, it may still retain the entrance to go to the blank page.
  • You may just copy and paste the product information provided by suppliers or the product information is duplicated with the platforms of the third party, such as eBay, Amazon or TradeMe, etc.
  • The new content may be not combined with expired content on the blog page, which result in high content similarity
  • The same content is used for the various product categories under the different URL

External Factors

  • The content is maliciously plagiarised

How does Duplicate Content harm SEO

1. Your content is similar or identical to that of another website, but it may have a higher rank than you, even if you are the original author.

2. Search engines score web pages for relevance, quality and weight to provide a final ranking. If there is too much duplicate content, the weight will be distributed to different pages and diluted.

3. The chance of appearing on SERP may reduce. The same content does not appear on the same SERP. Google tends to create a better user search experience. Therefore, the search engine identifies and filters out the same content, and only one result is displayed.

4. The time for search engines to crawl content on a website is limited, and plenty of repeated content will occupy the crawl resource. The most important content cannot be crawled at the end. 

Adopt Canonical Tags

A canonical tag is a snippet of HTML code that can define duplicate or content with high similarity. You can adopt a canonical tag to specify the original page. It is equivalent to labelling the source of the content. When search engines find the rel=canonical tag, they target the index to the main version that you would like search engines to index.

The Canonical URL is written in the syntax of HTML as

<link rel=“canonical” href=“https://example.com/sample-page/” />

The following are important considerations when you set up and adopt Canonical URLs

  • Canonical tags are placed within the <head> section of a web page.
  • Add the absolute URL after the canonical code, which must have the full information for the resource, in lower case
  • If it is an e-commerce web page, you can add the particular product page after the code, <link rel=“canonical” href=“https://example.com/sample-page/” />
  • Avoid using Canonical Tags too many times and Google will simply ignore them all
  • You can set up a 301 redirect diverting traffic from duplicate URLs to the original page

The cause of duplicate content is not necessarily intentional, and optimization of the content may be overlooked during busy product updates. The right Canonical Tags can significantly reduce the amount of negative influence for SEO caused by duplicate content. While learning to use Canonical Tags, you also need to pursue the quality of content. If you need to create and evaluate the content, optimize your search engine, or adopt Canonical Tags, please contact Webzilla for professional help and customized strategy.

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How much do Google ads cost?

As a digital marketing agency ourselves, we have seen tremendous growth in the world of online advertising – both in terms of the businesses who have started using it these days to the amount of revenue which is being generated of these advertisements. Having realized the potential of an online marketplace especially that of online advertising more and more businesses are turning towards it and why not! One of the most popular medium of online advertising is Google Ads and here’s why:

  • Google is the biggest search engine with close to 167 billion searches per month. This speaks volumes as to why businesses prefer to advertise on Google.
  • The Pay-per-click conversion rate of Google is 1.5 times that of organic search clicks.
  • Google is geographically wise and that is why businesses can target many local communities as well. This helps to further improve the conversion rate.
  • To top it all, the ads on Google are not only ranked based on the bid they make for the ad words. In fact a lot of it also depends on the ad quality as well as your business reviews. Based upon all these factors the rank of an advertisement is decided.

Having realized the advantages of opting for Google ads, let us now have a look at the pricing structure of Google ads and what factors do they depend on.

Firstly, businesses are only charged the money for ads whenever a user clicks on the ad to either view or buy the product or maybe contact the respective organization.  

While there is no fixed costing structure for Google ads since the ads depend on various factors like the field of your business, the bidding rates for that field, the keyword selection and so on. For example: Advertisements relevant to restaurants, real estate, legal businesses cost high and therefore they have a higher cost-per-click as compared to those of museums or libraries. This is also logical since the clients you land in one of these high profile domains pay an average of $5000 and hence a $20 – $30 CPC is reasonable. There are additional factors such as Google Adwords auction, PPC Management software and/ or Ad agency fees in case you hire one, but the latter two are objective and may differ tremendously for various businesses.

Among all of these the key factor is the Google Adwords auction. For this, the advertisers bid on various keywords used in the advertisement. When a user searches for the related products or services then they use keywords and Google looks for the words which have been bid by the advertisers. Thereafter an auction amongst the most relatable ones takes place and the ads are ranked for placement.

Based on the ad rank the cost per click i.e. the CPC as well as the placement of the ad on the search results page is decided. Thus the Ad rank is dependent of the maximum bid as well as the business’s ad quality. The trick to achieve a high Google rank with comparatively less bid is to have an exemplary ad quality for your advertisement.

Yet another trick is to use certain unconventional or unusual keywords for your adwords bidding. This will serve you less competition and higher conversion at the same time.  Practicing the above two methods will help you get the maximum outputs from your Google ad copies.

As a business willing to explore the world of Google advertisements and to get the most out of it it is recommended that you read and learn about the subject matter in depth. Trial and error is the key here but you must take calculative risks. If it seems too intimidating, then seeking professional advice is the best way out. This is where we at Webzilla come into the picture.

At Webzilla, we provide digital marketing solutions for businesses of all sizes and help them make a solid presence in the online market. We provide unmatched services in this field owing to our passion and experience. All in all we provide end to end online marketing solutions. If you wish to enquire about our services, learn more about us or simply have a chat with us then contact us here!   

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These issues may cause a high bounce rate

Just as offline businesses, sellers devote time and money to decorating their stores, online merchants also would like to create a comfortable online shopping environment for their clients. If consumers have a good experience, they will continue to search for the information, complete purchase, download files or music, and revisit. However, visitors may close the pages in the next few seconds when they click on them. For digital marketers, website page bounce rate is an important metric for examining the quality o of websites. In this article, we will introduce the method of viewing and calculating website bounce rate, criteria of evaluation, and how to reduce bounce rate.

How to calculate bounce rate

Bounce rate is defined as the percentage that the number of visits for a single page divided by the total number of websites visits. If a visitor opens a single page on your website and then exits without doing anything it can be regarded as a bounce. Assuming your website contains Page A, Page B, and Page C, a visitor opens Page A and exits. It can be calculated as a bounce. However, the visitor may open Page B, then come to Page C and Page A. Finally, he closes Page A. The Analytics server will not regard it as a bounce.

You can check the bounce rate using Google Analytics. You need to log into your account and click Overview under Behavior on the left. Then you can find the Bounce Rate on right. You also can check the specific time, such as Hourly, Day, Week, Month, or selecting a period.  

Percentage review of bounce rate

Generally, the bounce rate is between 26% and 70%. The percentage in the following table shows the relationship bounce rates and the quality of websites.

Bounce Rate (%)Assessment
<20%Excellent. Check the tracking for errors
20%-40%Good job! You can set a goal that the bounce rate is below 40%. This depends on your industry.
40%-55%Average. There are no obvious issues, but it still can improve.
55-75%The percentage is higher than average. You may need to ask experts to review and adjust your website.
>75%A high bounce rate, however, is normal for blogs, news, and information related webpages. Or maybe there’s a problem with the accessibility of the webpage.

Bounce rate varies widely by different industries, as shown in the figure below. But that is not the only way to judge the good or bad quality of a website. Conversion rates are more important than bounce rates.

(source:crazyegg)

How to decrease bounce rate

If the bounce rate of your website is high, it is likely to have the following problems

1. The content is not appealing 

The content should be eye-catching, interesting, and resonant to keep visitors on your site and continue to do other activities.

2. Poor UX 

Visitors will exit the webpage when they find slow loading, vague titles, and complex navigation. However, clear structure, easy-to-find information, and high-quality images and videos can make visitors want to keep clicking “Next.”

3. Outdated website design

You should adjust regularly to attract new visitors. In addition, in this period that everyone is inseparable from mobile phones, websites must have both PC and mobile browsing modes.

4. The visitors are not your target audience

Suppose you are running a stationery shop and would like to attract people who live in Auckland to order products on the website. But many visitors come from Sydney or Melbourne who leave when they find they can’t get the service they seek. Moreover, you should update website information and accurately reach your target audience to invest in advertisements more effectively.

Although bounce rate isn’t the only measure of strategy success, it does measure how competitive your website is in your industry. Decreasing bounce rates requires more time to evaluate and analyze visitor behavior and preferences, as well as experience to identify problems. If you need to evaluate your website, please consult Webzilla. Our digital marketing experts will provide professional suggestions and customized strategies.  

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Google campaign drafts and experiments, a powerful tool for your Ads strategies

In previous articles, we’ve covered a lot about Google ads, including how the ads work, how to optimize and improve your CTR, and keyword creation. Google ads are a popular marketing tool that can quickly improve performance. Most marketers love it. However, you may not know the powerful features of Google ads campaign drafts and experiments that can make your ads more effective.

Why you should use Google Ads Draft and Experiment

You can use Google Ads drafts and experiments to segment the advertising test and compare it with the performance of the original advertising campaign to determine some important factors. Then you may know how to improve the overall performance. Experiments can be used to test the performance of a part of changes for search and display campaigns on the website, especially when major changes are made. For example, you intend to change the bidding method from CPC to CPA. If you modified the original advertising campaigns directly, some of the data may become negatively. Thus, you should test before madding changes. Moreover, the Google Ads experiment can also be conducted to test the changing of interests and display place when you use Google display campaigns.

How to use Google campaign drafts and experiments

Create and set up a campaign draft

Step 1: Sign in to your Google Ads account

Step 2: From the page menu on the left, click Drafts & experiments, then click Campaign Drafts at the top of the page. Next, click the blue plus button to create a new draft.

Step 3: Use the Select a campaign drop-down to select the campaign you would like to test. Currently, drafts and experiments are only available for Search and Display Network campaigns.

Step 4: Enter a name for your draft that is related to testing items so that you can remember what you are testing and click Save. Then you can find the newly created drafts which show on the “Campaign Drafts” page under the corresponding campaign.

Step 5: Click the draft name to open it and make changes, any changes you make to the draft will automatically save. Once you’re satisfied with your draft, you can create an experiment.

Source: https://support.google.com/google-ads/answer/6250195?hl=en&ref_topic=6319800

Create and set up a campaign experiment

Step 1: Sign in to your Google Ads account

Step 2: From the page menu on the left, click Drafts & experiments, then click Campaign Experiments at the top of the page. Next, click the blue plus button. Enter the name of the experiment as same as the draft to distinguish the different contents.

Step 3: Select a start date and an end date for your experiment, such as 4 weeks. Set a date reminder a few days before the end of the experiment or stop the experiment before the end date if the performance is not.

Step 4: Enter the percentage of the original campaign’s budget. For example, you can the allocate half budget from the original ads to makes it easier to find whether the experiment performed better. In addition, you can decide whether you would like to count users or searches. You can click “Advanced options” and select Cookie-based or Search-based.

Step 5: Click Save and the experiment will be launched at the start date. During the period of the experiment, you can compare the data between the original one and the experiment. If you are testing CPA and CPC, you can check the data of clicks, conversions and cost, etc.

Source: https://support.google.com/google-ads/answer/6261395?hl=en&ref_topic=6319800

Data Analysis and Interpretation

1. The first line below each metric name displays the data of the experiment for the metric. As you can see from the figure, the number of “Clicks,” is 11.5K. It means the experiment has received 115,000 clicks from the start to the end date.

2. The number of second lines means an estimated performance difference between the experiment and the original campaign. In the figure, if you see +10% for Conversions, it’s estimated that your experiment received 10% more conversions than the original campaign. If there’s not enough data available yet for the original campaign and/or the experiment, it will be shown with “‑‑”.

3. The second value shows the 95% confidence interval. It means that the possible range for the performance difference that might exist between the experiment and the original campaign. For example, if you see [+6%, +15%], it means that there might be anywhere from a 6% to 15% increase in performance for the experiment when compared to the campaign. If there’s not enough data available yet for the original campaign and/or the experiment, it will be shown with “‑‑”.

4. If your result is statistically significant, you’ll also see a blue asterisk.

Statistically significant: p ≤ 5%, it shows that your data is likely not due to chance, and your experiment is more likely to continue performing with similar results if it’s converted to a campaign.

Not statistically significant: p>5, the possible reasons may include:

  • The experiment hasn’t had enough time to run.
  • The campaign doesn’t receive enough traffic
  • The traffic split was too small, and the experiment isn’t receiving enough traffic.
  • The changes you’ve made haven’t resulted in a statistically significant performance difference.

 Source: https://support.google.com/google-ads/answer/6318747?hl=en&ref_topic=6319800

Apply your campaign experiment

If you are satisfied with the results of your campaign experiment, you can apply your experiment to the original campaign or convert your experiment into a new campaign.

Click Apply In the top right corner of the experiment page. Then, select update your original campaign or convert to a new campaign.

Apply the experiment to your original campaign: the changes you were testing in your experiment will be applied to your original campaign. For example, the bidding method will change from CPC to CPA.

Convert your experiment into a new campaign: your original campaign will be paused and your experiment will show with your other campaigns as a regular campaign. It’ll have the same budget and dates as your original campaign.

P. S. Whether you apply your experiment to the original campaign or create a new campaign, performance data for both the original campaign and experiment will be preserved.

Source: https://support.google.com/google-ads/answer/7457118?hl=en&ref_topic=6319800

The tips of using campaign drafts and experiments

  1. In the experimental period, try to keep the content of original ads unchanged to obtain accurate comparisons.
  2. Experimental ads can take a while to be before launch. Hence, the best start date is within the next few days.
  3. You can schedule up to 5 experiments for a campaign, but you can only run one experiment at a time.
  4. If you select the cookie-based split option, and you use audience lists, you should have at least 10,000 users in the list to run an experiment to obtain an accurate result.

Marketers should use Google ADs campaign drafts and experiments smartly to identify the issues of ads performance or inspire new ideas for enhancing advertising strategies. If you’re using Google Ads drats and experiments but would like to obtain some deep insights based on the data or look for some optimized strategies. Please contact Webzilla, our digital marketing experts will provide professional advice or customized strategies.

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What is Pinterest and how to use promoted pins?

Social media has gradually become a part of our daily life. People share the latest life situation, read news and current affairs, join their favourite groups, search for information or courses, or purchase online on various social media platforms. For companies, social media marketing has become an effective channel to enhance their brand awareness, new products and promotional deals. In the previous posts, we explained how to use Facebook, WeChat, Instagram and other popular platforms for social media marketing. This time, we’re going to talk about another social platform, Pinterest.

 What is Pinterest

Pinterest can be defined as a visual discovery engine. The users of Pinterest always look for some specific inspirations or ideas based on their interests, such as dessert baking recipes. Sometimes people don’t know how to describe what they are seeking, but when they see it, they know exactly what they are looking for.

Pinterest users, known as Pinners, can save the pins board including pictures, descriptions, URLs, or short videos into separate panels for later use, either private or public. On the home page, Pinterest displays the Pins that pinners may be interested in. If you click on the Pin, you can navigate to the website to know more details about the product or paid methods. This is also a way to drive traffic to your website.

According to the official data, Pinterest has 459 million active users per month with female users accounting for 77% and 15% is male users. The largest share of users is female users aged 25-34, which account for 30.4%. Therefore, Pinterest is mostly used by young women. The popular industries include home, cooking, fashion, beauty, handmade goods. If your main business is involved and this demographic matches the features of your target audience. Pinterest probably is a suitable platform for your business.

(Source:https://blog.hootsuite.com/pinterest-statistics-for-business/)

The features of Promoted Pins

Pinterest Advertising is known as Promoted Pins. According to the official data of Pinterest, one out of every two pinners completed the purchase after seeing Promoted Pins, and 67% of them discovered new brands or products by adopting Promoted Pins. Compared with B2B, the merchants of B2C may be more suitable to use Promoted Pin and you need to register a business account.

The operation mode of Promoted Pins is the bidding mechanism. Advertisers can select a Promoted Pin and set the goals they would like to achieve and type in the standards of their target audience. Their ads will be shown to the target audience via bidding, the highest bidder can win the position.

Promoted Pins will be recommended to pinners who might be interested in them or will appear in Pinterest search results. For example, if you search for “Auckland Cafe” and the related content will appear. You can save your favourite pins, share them with friends and post them to your boards for interacting with others.

The characteristics of Pinterest Ads and Facebook Ads

Sociability

Facebook has higher sociability than Pinterest. Companies update news on Facebook, such as ads for new products. The news will be posted immediately to your followers and will get likes, comments, and shares. On the other hand, Pinterest is a platform where users look for inspiration. Saving Pins and tracking shared ideas are what Pinterest focus on.

Longevity of posts and pins

When merchants adopt Pinterest, they would like to repeat their promoted pins, and the layout of Pinterest allows pinners to see them multiple times in different formats. And when a user shares a Pin, it will be quickly passed to potential customers. This raises the likelihood that consumers will purchase your product. Whereas Facebook updates posts rapidly, even if the followers have shared your posts, it probably only can be seen once by their friends. In conclusion, Facebook ads are better suited to fast-paced industries. However, if consumers need sometimes to consider purchasing your product, Pinterest might be a good choice.

Speed

Posts and pins on both platforms can obtain a large number of views. But depending on the difference between them, Facebook posts shoot up quickly. Then after the peak, It will decrease quickly. The views of Pins may increase slowly but they can last for months and fall slowly. It’s like the explosive power and staying power of athletes in sports.

Videos and GIFs

Nowadays, most marketing teams adopt video ads. Facebook allows you to upload a four-hour video and the duration of videos on Pinterest is 15 minutes. You also need to upload the images and links. In the previous analysis, we discussed an important element of video ads is to catch the eyes of audiences with a few seconds in the beginning. In addition, Pinterest can link to other platforms. If you already have video ads on YouTube, you can try to lead traffics via Pinterest.

Cost and budget

The price of Facebook ads might be cheaper than Promoted Pins. Facebook provides immediate impressions. Pins need more time to impress but they may gain more opportunities of impression. You need to calculate the overall cost and expected performance when you select the platform.

Calculation rules

Marketers always spend much time analyzing the data of social media. Although the algorithm of Facebook always changes, it updates regularly to explain the latest changes. The data of Pinterest is generally calculated based on likes, Pins, number of shares, etc., but just a few people understand how this works. In short, the rules of Facebook data change a lot, but the information is public. Pinterest is easy to read but it takes a long time to learn.

Both Facebook ads and promoted pins have their advantages and disadvantages. You need to evaluate and select the platforms based on your expectation. If you are willing to know more about the two platforms, please contact Webzilla, our digital marketing experts will provide professional advice or customized strategies.

 

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How to use a Remarketing Strategy to Get More Leads?

Most of us who are familiar with the digital marketing role know that a meager ratio of potential buyers coverts into actual customers at the end of the sales funnel. The percentage of actual buyers or the ones who actually pay for your products or services is as low as 2 percent while 98 percent of the probable and potential buyers leave the website without buying. This may set you up for a loss and a waste of money for your marketing budget, but there are ways of turning the tables and getting the best ROI out of your marketing budget. Specifically, these two ways are – Retargeting and Remarketing!

Digital marketers often confuse retargeting with remarketing and vice versa but there is a thin line of difference between the two. Let us understand that first!

Retargeting considers and eventually targets the people who have interacted with your website, or social media account, have put some products in their cart and then probably decided to not go ahead or maybe people who landed on the payment page and then went back. It considers and targets these people and makes an effort to convert them into customers. The channels selected are often the ones where the customer has not been targeted earlier. Retargeting strategies when executed properly often shows positive results since it reminds customers where they left of and creates brand awareness as well.

Now let us discuss remarketing, what is remarketing, and strategies to get the best return out of these strategies. Let us first discuss what is remarketing and why is it necessary?

  • What is Remarketing?

Remarketing is done to interact with customers who have bought your products or services in the past. It tries to engage them once again and pushes them to buy from you for one more time. The main difference between remarketing and retargeting is that remarketing is done to people who have bought from you in the past. One very effective way to remarket is email marketing.

  • Why is Remarketing necessary?

Remarketing is necessary if you wish to re-engage with your old customers and if they are well connected with you as in if you have the required email ids, or they follow you on social media and other such pre-requisites. In case you do not have a hefty budget for social media advertisements then Remarketing is the best way to get in touch with your customers and is extremely necessary as well.

  • What are the Remarketing strategies that will most benefit your business?

As a part of your digital marketing and remarketing strategy, try to make an advertisement which covers some or all of the following:

  • Make your ad copy to be short, crisp and to-the-point.
  • Pick where they left off! If a customer put a product in a cart and then decided not to buy it, you may offer them discount limited to a few hours or days and push them to buy it.
  • Show them the products they spent most of their time on, or have put in the cart and forgotten about it or maybe which they have seen often and still not bought it.
  • You can do this in a form of email if you wish to offer them a customized discount in the form of coupon code.

While it is true that retargeting as well as remarketing strategies tend to get results, the time span when you get the results may vary. It can be due to less brand awareness or improper ad copy or targeting. But when done properly it definitely gets you results!

Conclusion

All this may seem too daunting and difficult and you may need to hire a digital marketing agency to get you optimum results. If you are looking for a Digital Marketing Agency to help you out to implement your marketing strategies and elevate your ROI, then we, at Webzilla are glad to offer you our high-quality Digital marketing services. We welcome you to get in touch with us. To do so, talk to our expert or visit us at https://webzilla.co.nz/about-us/.

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