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Is it Time to ReThink Your AdWords Strategy?


Are you throwing 98% of your online ad budget away?

Last week at a Global Retailing Conference, Restoration Hardware delightfully colorful CEO, Gary Friedman, divulged the following striking anecdote about the company’s online marketing strategy, and the state of online ad spending in general (courtesy of @parsimony16). What Friedman revealed – in brief – was the following: “we’ve found out that 98% of our business was coming from 22 words. So, wait, we’re buying 3,200 words and 98% of the business is coming from 22 words. What are the 22 words? And they said, well, it’s the word Restoration Hardware and the 21 ways to spell it wrong, okay?”

Stated simply, the vast, vast majority of online ad spending is wasted, chasing clicks that simply are not there.

I’ll share a little anecdote with you on this point.

We had our marketing meeting in the company several years ago and the online marketing team was pitching to double their budget, right, and at the time, say, look, nobody in the company is doubling their budget. But tell me why you believe that’s the right thing to do. And they said, well, look, our customer acquisition cost and our ad cost is the lowest in the company. And I said, well, tell me about the data, show me how. And they said, well, people who click through the words that we buy on Google, the ad cost was lowest. And I said, how do you know that they’re clicking on the word and going to the website because of the word you bought versus they saw a store or they received a source book? They said, oh, we know.

I said, well, how many words do you buy? They said 3,200. 3,200 words. I said, well, what are the top words? How are they ranked, the ranking of the words? Oh, we don’t have that, right. And I was getting the look at like, oh, Gary is kind of one these old brick-and-mortar guys. He just doesn’t get it.

And I said, well, what are the top 10 words? And they didn’t have the information. I said, why don’t we cancel the meeting and come back next week when you have the data? I’m sure that Google sales representatives who are taking you to the expensive lunches and selling you the 3,200 words have that data. So why don’t we get the data and then let, review the data?

And they came back the next week and we sat in a meeting and all of a sudden, I can tell you there’s a little change in the faces. They had to wear it kind of down. Everybody kind of came in. I said, so what did we find out?

And they said, well, we’ve found out that 98% of our business was coming from 22 words. So, wait, we’re buying 3,200 words and 98% of the business is coming from 22 words. What are the 22 words? And they said, well, it’s the word Restoration Hardware and the 21 ways to spell it wrong, okay?

Immediately the next day, we cancelled all the words, including our own name. By the way, we are paying for the little shaded box above our words and said, oh no, we have to hang on to that because Pottery Barn might squat on top of us. I said, excuse me? I said, if someone goes to a mall or a shopping center and they’re going to Restoration Hardware and there’s a Pottery Bam there, they’re already squatting, okay? It doesn’t mean they’re going to go into their store. If somebody wanted to buy a diamond from Tiffany and just because Zale’s is sitting on top of them in a shaded box doesn’t mean they’re going to go to Zale’s and buy a diamond.

I mean, I can’t believe how many companies buy their own name and they’re paying Google millions of dollars a year for their own name.

Check your tracking links, you might just save some money.

Original story from Zerohedge Restoration Hardware AdWords Revelation

September 14, 2017   No Comments

3 Powerful Networking Strategies that Never Fail

I found a good article From Entrepreneur Magazine
As an entrepreneur, you already know where your bread is buttered. It’s the customer, the follower and the community. Without these people, your business cannot thrive, much less survive, in the online jungle of success.

In order to communicate your expertise effectively to the people who will become your potential audience, you must fertilize the field by allowing them to get to know you. This is done through a series of networking strategies, which can benefit your business and allow it to reach its full potential.

Related: The Top 5 Mistakes We All Make While Networking

Networking is something every entrepreneur should practice. It should come second nature to you daily and, in order to make a habit out of something, studies have shown you must do something for 66 days before it takes hold. Let’s take a look at the top three networking strategies you should add to your wheelhouse.

1. Focus on relationship building.

There are people with whom you will want to connect your business with, and you can only do this by establishing relationships with them. As the digital age progresses, we preach relationship-building techniques more and more, however, we tend to have micro-conversations within our social media communities only to walk away without benefiting from them.

I’m sure you have heard of creating social media personas for your business. These are the people you will target with your message and your strategy. However, have you heard of relationship-marketing personas? It’s basically the same thing, but these are people you feel have the most connection and promise with your brand.

Create your list, and begin searching for personas who fit the bill to begin your relationship-building process. It’s not the small conversations that will make a friend and colleague for life. It’s a mixture of many things which will connect you to these people.

Relationship-building should be the most natural thing you do as an entrepreneur. Be yourself and the right people will be attracted to your personality and the message of your business. One entrepreneur asked me if she should only focus on building relationships with people in her niche. Honestly, I think that idea is ridiculous. Be friendly and helpful to everyone and anyone who crosses your path.

2. Branch into the unknown.

While most social networks like LinkedIn and Facebook only encourage you to network with people with whom you have already met, John White disagrees. White is the social media director at beBee, a trending platform based on affinity networking which has more than 10 million users. beBee is a personal branding platform designed to find content based on the relevancy to the user — not just what their friends are posting.

“If you network with the same people over and over again, you can expect to get the same results in your career,” White said. “Affinity networking helps you make the connections to take new steps in your career by networking with those that share your professional and personal interests.”

This is why branching your business into an unknown pool of people is never a bad bet. While your recent social networks are only connecting you with “safe” places and people you already have a connection with, it’s important to know there are others out there who can use your point of view and expertise.

Try visiting pages in your social network you haven’t been to in a while. For some, LinkedIn Groups is an unknown area. For others, it may be a Google+ community. Either way, the idea is the same. When you lodge yourself into these places, you are pushing a new opportunity for connection and networking for your business. Your perfect customer or audience member could be residing in a place very close to where you network anyway. You just have to find them.

3. Ask “How can I help?”

All of the best networkers are social butterflies. People love them, not because of their expertise, but because of the way they make their approach. Just like the butterfly, they land softly on their destination — not like the elephant, who stomps mud holes wherever he goes.

A soft touch is needed to connect to new people around you. One of the ways to create a soft landing is to offer your services as a solution to a problem they might have. You can learn what their problems are by using social listening tools and tweaking it to your expertise. Either way, when the notification is given and you have donned your superhero outfit, take flight to their problem and offer them a solution.

Softly is the key here. If you barge in with the answer, like the elephant, you may cause more harm to your brand than good. Begin the conversation by understanding why they have the problem in the first place, and work your way to the solution. People will organically gravitate towards someone who is always willing to be open and help with their problems, and it will always make a great ice breaker with someone you’re trying to connect with.

In conclusion

Should you be up to habitualize the lost art of networking for your business, you must understand these three networking strategies to always be effective. The most important thing while performing all of these strategies is to remember these are real people you are involving yourself with.

However, if you can adopt these strategies, you will find more people will gravitate toward your message and the positive way you engage with them.

September 8, 2017   No Comments

How to Market Your Service Based Business


What is a Sales Promotion?

When selling a product, marketing usually comes fairly easy. Your marketing campaign revolves around the product for sale and how it can be used.

When you own a service-based business, the marketing may require a different approach. Instead of marketing product features, you have to market yourself and your team. The good news is, people are always looking for reliable services, no matter the type. You just need to make sure they find you and not your competitors. Here are some techniques that will help you accomplish this.

Connect with Your Own Community

Established local businesses have their own clientele. And, they may only be able to handle a certain number of clients. So, if you treat these businesses respectfully, they may refer clients to you when they are at their capacity. A good way to connect with your community is to be involved with the local Rotary Club or Chamber of Commerce. These associations will connect you with other businesses that welcome assistance from a peer.

Use Social Media and Networking

By now you’ve probably created your business website. Now, you need to consider establishing your presence on Social Media. Starting with each of the following will give you a strong foothold:

Facebook Business Page
Twitter Account
LinkedIn profile

There are a number of other social networks out there you may also find suitable. Once your pages are all set up, stay on top of them. This can be achieved by responding to customer inquiries, posting valuable information, and providing relevant updates.

As you cultivate this audience, you will build a following that will continue to reach more and more people over time.

Offer Incentives

Customers like to take advantage of a good deal. Special promotions are a great way to let them. While a promotion might cut into your profits initially if it brings in new customers the payoff could be worth it. You need to make sure you find a balance between your pricing needs and your customer’s idea of a good deal. You can even utilize your Social Media presence to promote your incentives without extra cost to you.

Empower Your Clients

Often with services, the service providers have so much control over how the service is provided, this can sometimes cause a feeling of detachment for the clients. To prevent this separation, try to make your clients feel involved in the process by underlining their significance in the process and reducing the visible influence of your own position.

Stock Up on Business Cards

Even within the Digital Age, business cards are still a valuable tool, especially if you are an individual or small business. You can network with other local businesses, asking if you can leave a stack of cards in their lobbies. You can also pass them out to other business owners at networking events, social engagements, and class reunions. They can also be passed from customer to customer the way word-of-mouth advertising is accomplished. These days you can even get your first set the same day by taking advantage of in-store printers, like the ones found at Staples and Office Depot.

In the long run, the success of your business will depend on the quality of your services. Here we’ve provided a few easy ways to get your marketing and your service-based business off the ground and increase your ability to communicate what you have to offer to a potential client.

For more ideas on how to market your service business check out this post at the wix.com blog:

5 Ways to Market Your Service Business Like a Stellar Product

You may find that not all marketing techniques will work with every target market, but, with patience you will find what methods will work for you and help you develop an effective strategy.

September 6, 2017   No Comments

How to Best Promote Your Sales Promotions


What is a Sales Promotion?

When done correctly, sales promotions can transform a business. Most of us these days know sales promotions are usually designed to increase sales or, encourage the use of a service. They are also often one type of marketing strategy confused with general advertising. In fact, the two are different. Because, each entices a different part of the buyer’s nature.

Advertising is emotional in nature. It induces consumers to purchase products or services through images, sounds, and experiences. Sales promotions draw on a customer’s logic.

To get the most out of the efforts you put into creating a promotion, it’s important for you to promote your sales promotion. I know, that’s a lot of use of the base word promote, it’s confusing, but accurate.

Promoting Your Promotion

This concept is often where many small businesses and entrepreneurs come up short and, usually happened in one of two ways.

The first way is that many businesses simply don’t let their customers and potential customers know there is promotion opportunity going on.

When it comes to small business marketing, the first thought is advertising, but this can add expense. Here are some optimal ways you can get the word out, without breaking the bank.

Highlight the promotion on your website home page.
Create a web page specifically about the promotion.
Post the info on your Social Media Pages and Blogs.
Where permitted, include it in guest posts on other pages and blogs.
Sent email notifications sent out to your approved email contacts.

These steps will go a long way in getting the information out there.

The second way many businesses aren’t successful with their promotions is that they, get the word out but, put out the wrong information.

Your first instinct will probably be to make your message about your offer, and that is a good place to start. But, your message should also be about your customer. More specifically, how they will benefit from the offer you’ve taken so much time to plan and execute.

Let’s say an accounting firm decides to run a discount promotion on all services they provide, for a specific period of time. To promote this, they start sending emails and posting on Facebook that for a limited time, clients can come in and receive a discount for any service they need. Most people will see the post or email, make a quick mental note about it, and then move on with their day.

The communication aspect was successful, but the desired conversion wasn’t. What you need to do next is persuade your client that this will make his or her life easier.

Persuasion begins with building a link into your customer’s head. Start by thinking about your service promotion from your customer’s viewpoint. Then make a list of the things that may be on your customer’s mind. Some examples could be, whether or not their job is currently stable, whether they should buy a new car or even, where they are planning their next vacation.

No matter what they have in their heads, there is a good chance they are not thinking about seeing an accountant. It’s your job to put the idea in their head and then, attach it to the things they are thinking about:

“Want to fly during your next vacation instead of drive? Let us help you find your maximum deductions and use your larger tax refund to start a vacation fund!”

Next, go on to explain the benefits of having a professional go over their taxes instead of doing them at home.

Last, include an effective call to action: “Call now for your appointment!”

Now that you know how to promote your promotion, take a look at this article on ThriveHive.com for examples of what kind of promotions you can consider offering.

September 5, 2017   No Comments

Generate More Traffic Via Social Media Influencing


Word-of-mouth, 20-50% of all purchasing decisions are made from it. Customers are more likely to respond to endorsements from a person they respect than to advertisements. In the world of digital relationships, word of mouth extends beyond friends and family, and into the realm of influencer marketing.

Twitter has shown that:

49% of buyers will seek advice from social media influencers.
20% of users said that Tweets from an influencer motivated them to share their own product endorsements.
40% of users claimed they made a purchase as a direct result of an influencer’s Tweet.

Who Is a Social Media Influencer?

A Social Media Influencer is a user of social media who can show a level of authority in a specific industry. They have access to large audiences through their knowledge and scope of impact.

So, what is Social Media Influencer Marketing?

Influencer Marketing is the practice of creating relationships with people who can then build additional relationships for you in return. Whether the audience is small or large, an influencer can touch consumers via social networks and blogs, in ways traditional branding may not be able to reach.

Influencer Marketing Strategy Components

Celebrity endorsements were the original form of influencer marketing. We’ve all see T.V. commercials where a well-known person takes 30 seconds to tell you how great a product is.

Now, with online media, regular people have become online “celebrities” with highly engaging social media followings. A survey last year found that YouTube creators took eight of the ten top spots in a survey of influencers, outranking traditional celebrities.

Increase Your Traffic by Becoming a Social Media Influencer

Social Media Influencing has become very popular with blog enthusiasts to make passive income through affiliate marketing and utilizing these Influencers have become standard practice among many of the top companies selling on the market today.

But why stop there? Why not generate even more leads and traffic to your Brand by becoming one of the Influencers yourself. There are a number of recommended actions out there to become a social media influencer. Here we’ve gleaned together some steps to help you to get started.

Choose 2-4 social media channels you’ll use to cover your subject, taking into consideration what you excel at. Are you good at writing engaging posts on Facebook and Twitter, or are you better at photography or creating and editing your own videos? The type of content you want to publish should showcase your best skills. If you’ve decided to be a platform-specific influencer, clearly, you’ll want to use that as your primary social network then utilize the others for greater exposure.

Create a strategy for your content. What are your information preferences? Try to imagine why people will be enthusiastic to follow you, then plan accordingly. Try to plan for at least 3 months in advance, prepare the strategy, and then start posting.

The purpose of your content is to attract people. To accomplish this, you must be publishing consistently. You know what message you want to convey so stick to it, but also make sure you are keeping a lookout for new info.

Promote yourself by guiding your audience to your content. Share it everywhere it might seem interesting to other followers. Build your community by going to forums, fan pages, and inviting new people to engage with them as well.

Contact other people and brands in your industry. Chat, comment on other posts, exchange likes and ideas. One of the fastest ways to gain status is to contribute your unique content to other blogs and publications. Guest postings can improve your merit among peers and increase traffic to your own blog. Show that you notice other people and you’ll start to be noticed too.

Over time your efforts will start to pay off. You’ll begin to cultivate an audience that will listen to and follow you. The more people that join your audience, the more seriously your views will be taken and the level of influence you create over others will increase.

Publish on LinkedIn. People generally believe LinkedIn posts are from the most influential leaders in a particular subject. So, in addition to your own blog, create posts using LinkedIn’s publishing platform. You can accomplish this most easily by cutting and pasting your previously published blog posts and add a headline with keywords and an image to draw the eye. Consequently, when people in your network also see your articles on LinkedIn, they will start to view you as an authority too.

Finally, keep your content and sources organized for easy access. This way if someone asks a question about a particular post, you can easily answer the question or elaborate. This will also assist you in giving the appearance of having a good knowledge base of your subject. There is no reason to hold anything back. Sharing your expertise is how you can truly be a good influencer.

So, make sure you interact and build meaningful relationships with your audience as well as your peers. This way you can present yourself to brands as having a strong following in your subject.

For additional info on becoming a Social Media Influencer, check out this post at Marketingland.com

September 1, 2017   No Comments

Expanding Your Marketing with Pinterest


Why Pinterest?

Visual marketing has always been a popular tool for businesses. With the introduction of the camera phone, photos have become even more common both in business and recreation and, for many, sharing has become almost as second nature as breathing.

Is Pinterest Part of Your Marketing Strategy?

Up to this point, you may not have thought about Pinterest as a viable marketing outlet, however, every business has a story to tell. Visual marketing will help you tell your story.

Since its launch in 2010, Pinterest has grown to over 70 million users and 25 Billion pins. 500,000 of their users are business accounts. Pinterest’s audience is active and already very engaged. Taking advantage of this would be a good way to expand your marketing and drive more traffic and sales to your business.

Here we’ll look at how some national brands have utilized this particular type of social media to increase their product’s appeal to more buyers.

Don’t Just Show Your Products, Show the Lifestyle They Can Create

Currently, the most popular pins on the site are fashion, food, and home decor. Enter Lowe’s, a brand that has worked to customize its activity to appeal to Pinterest’s audience. Lowe’s Pinterest subjects include everything from inspiration for a new room design to gift ideas that link neatly to their online store.

The result is a digital arena of ideas and 3.5 million followers.

Bring Pinterest to You

Since there are still people who like the process of actually going to a store, finding an outfit, and trying it on, Nordstrom has advanced its marketing process to include Pinterest as an in-store promotional tool. The store highlights its most popular pins by showcasing on site in their store locations.

And, Nordstrom isn’t the only company integrating this new type of marketing approach. Target and others are also transitioning their in-store promotions.

Highlighting the most-pinned items in your store will encourage people to buy. Whether you sell exclusively online with eCommerce or have a brick-and-mortar location, you can highlight your most pinned products to draw more attention to them.

Humanize Your Business

Try forgoing the glossy marketing you may have been using up to now. Straightforward, down-to-earth images can be just as engaging. Just look at Ben and Jerry’s marketing to see how well it can work.

Ben & Jerry’s Pinterest boards include the History of the Company, and The People Behind the Pints. By telling their story through pictures, they’ve provided fans with an invitation to look at their brand’s wider mission.

Your staff, stores, customers, and hometown are all worth celebrating. Showing the human side of your brand builds a more personal relationship with your customers.

Work to Inspire Your Audience

Most people would probably think GE would be the last company they would see on a Pinterest board. It would be hard to show the visual side of a manufacturing brand, so GE when another direction and chose to share the inspiration that drives them to innovate. They found a way to draw-in their followers by making the most of their stunning pictures.

Their boards highlight specific ways their products can be used, with titles like FABULOUS Kitchens, Brilliance in Motion, Gifts for Geeks, and Under the Microscope. GE has created an exciting, original profile that appeals just as much to style-conscious follows as it does to techies.

If you don’t think you have a Pinterest-friendly brand, try to think outside the box. Attract your followers through the images that inspire you and your brand’s innovation.

Pinterest is a great visual social platform that is increasingly becoming a powerful source of customers online for store owners.

Visual storytelling is the most popular way to reach your fans right now. Even if you don’t feel like you have the allure that most Pinterest users like remember, it is all about cultivating a body of images that can be used to inspire your followers.

August 29, 2017   No Comments

Why We Collect Clutter and How to Clear It


My sister sent me this great article about clutter which is a great read if you’ve read 4-Hour Workweek, by Tim Ferris. Here is the Takeaway in 6 Bullet Points, the full article is linked below.

1. Make immediate decisions about mail and newspapers. Go through mail and newspapers on the day you receive them and throw away unwanted materials immediately. Don’t leave anything to be decided on later.

2. Think twice about what you allow into your home. Wait a couple of days after seeing a new item before you buy it. And when you do purchase something new, discard another item you own to make room for it.

3. Set aside 15 minutes a day to declutter. Start small — with a table, perhaps, or a chair — rather than tackling the entire, overwhelming house at once. If you start to feel anxious, take a break and do some deep breathing or relaxation exercises.

4. Dispose of anything you have not used in a year. That means old clothes, broken items, and craft projects you’ll never finish. Remind yourself that many items are easily replaceable if you need them later.

5. Follow the OHIO rule: Only Handle It Once. If you pick something up, make a decision then and there about it, and either put it where it belongs or discard it. Don’t fall into the trap of moving things from one pile to another again and again.

6. Ask for help if you can’t do it on your own. If you feel these strategies are impossible to carry out and you cannot cope with the problem on your own, seek out a mental health professional.

Therese Borchard, Why we collect clutter and how to clear it

August 28, 2017   No Comments

Creating an Effective Social Media Posting Schedule

The frequency of your social media posts can directly impact the number of followers that you get and keep.

If you post too infrequently or frequently, you’ll lose followers. You’ll also have trouble getting people to take notice of your social media accounts. For this reason, you need to come up with a schedule.

A social media posting schedule takes into consideration the following factors:

The best time of the day to post
The best day of the week
The topics you should post about
The percentage of promotional content

Determine the Best Time of the Day and Best Day of the Week

The best time of the day to post will vary, depending on the social media platform that you use. Also, your target audience may have different internet preferences.

Don’t forget to take the time difference into consideration. 80% of the US population are in the Eastern or Central time zones. If you’re in California and want to target the largest audience, you’ll want to plan your posts based on EST time.

Engagement tends to peak at the following times during the weekdays:

9 AM EST – overall engagement
1 PM EST – most shares
3 PM EST – most clicks

Next, consider the best day of the week to post. Monday through Wednesday, people are less active on social media. The majority of the population is too busy getting into the work week.

By Thursday, people are looking forward to the weekend and are more likely to spend time browsing on social media.

User engagement peaks on the weekends. This goes against previous studies that showed higher engagement during the weekdays. But, trends change over time.

The bottom line is that you should post between Thursday and Sunday to increase engagement. You should also plan at least one post for 9 AM, and subsequent posts around 1 and 3 PM.

Find Topics That Your Target Audience Will Enjoy

Along with considering the time of the day and the days of the week to post, you need to consider the topics of your posts. Find topics that your target audience will enjoy.

The first place to start is with the platform that you’re using. Facebook makes it easy to share just about anything, but Instagram and Pinterest are more image-centric. This means that content with a compelling image included in the post will be more effective on these platforms.

The topics should also be related to your niche and provide real value to your readers. This could include:

News
Tips and tutorials
Advice and suggestions

Essentially, it needs to contain beneficial information.

You can explore the most popular topics by performing searches through each social media platform. Each of these networks, including Twitter, Facebook, and Instagram, includes a search box.

Type a keyword into the search box and look at the top results. View the profiles of the original posters of the top posts. Look for posters that tend to share content related to your niche and see what topics receive the most likes, shares, and retweets.

Balance Your Promotional Content

Along with your schedule and topics, you need to balance the use of promotional content. It’s a perfectly acceptable business practice to use self-promotional posts on social media. But, if you use too many promotional posts, you’ll lose followers.

20% appears to be the median where engagement increases or decreases based on the frequency of promotional posts. This means you should plan one promotional post out of every five posts.

If you post once per day, this is one promotional post per week. If you post several times per day, you’ll share a promotional post every other day.

Start using a social media posting schedule to increase the effectiveness of your social media marketing efforts.

August 26, 2017   No Comments

What Smartwatches Mean for Email Marketing Campaigns

Both Apple and Samsung have created their own version of a smartwatch that link to a user’s respective smartphone. Users can send text messages, use a variety of smartwatch-enabled apps, and check their email.

While smartphones have brought users conveniences like Google at their fingertips, interactive messaging features, and social media apps on the go, smartwatches are on their way to doing the same thing. No need to pull out your phone when you can check your messages the same way you check the time.

Since their introduction to the market, Apple has sold over 13 million of their Apple watches. As these watches begin to penetrate mobile technology, let’s take a closer look at how that will impact email marketing campaigns.

Smaller interface means a shorter subject line

Email marketers should prioritize short, concise subject lines to make their content quick to read and easy to digest. Research on unique subject lines revealed that three-word subject lines have the highest engagement, but seven-word subject lines are most common.

Word choice is extremely important given you only get a few. When drafting a subject line, stay away from these trigger words that ranked low on engagement rate:

Free, help, reminder—triggers spam filters and users often associate these emails with bombarding, repetitive messages
Tired internet slang such as bae, fleek, ftw—rank low on open rates because they are mistaken for text messages
FWD: and RE: lead to a sense of deceptive familiarity and are reminiscent of chain emails – too long!

Links, hashtags, and graphics could be in trouble

Subject lines accompanied by long URLs and hashtags have less than 10% engagement. URLs and hashtags also take up valuable space in an already small screen.

Email marketers should focus on a strong call-to-action in the email body. Just as the subject line, call-to-action statements should be clear, concise, and to the point.

Without optimizing your emails, images and gifs will either not load or not appear to be the right size on a smartwatch screen. Unless you’ve tested your images and are certain they will function correctly, it’s best to forgo them.

The Apple Watch doesn’t automatically download images when it is opened, so email marketers need to prepare alternative ways to engage with their readers. Include the graphics, but switch to HTML if you haven’t already to take advantage of the tag for email images.

Clean, easy to read emails

As with certain images and graphics, there are email templates that will cause issues for smartwatch users. Most email templates are designed for desktops and laptops with HTML widths of about 600 pixels.

Email templates are often too wide for most smartphones, so it goes without saying how this would taint the viewing experience on a smartphone. These inconsistencies could also prevent horizontal scrolling.

Email marketers should consider that confined space that smartwatches have and adapt their email template to a single column format or plain text. This format is easy-to-read and doesn’t require horizontal scrolling.

Think about the face of a smartwatch and the size of your index finger. If buttons and hyperlinks are too small, there’s a possibility that you could open the wrong thing. It’s not long before a user will close an email in frustration and forget what they were going to click on entirely.

With a strong call-to-action, email marketers should consider designing action buttons that are easily accessible. Buttons should be large, visible, and easy to tap on a smartwatch screen.

Email campaigns will take a little more thinking to reach smartwatch users correctly and effectively. Now that you know how smartwatches will affect your marketing display and open rates, keeping the user experience in mind is crucial.

August 25, 2017   No Comments

What You Need to Know About Remarketing Lists for Search Ads (RLSAs)


With the ability to personalize the online advertising experience, remarketing strategies are gaining traction as one of the most popular internet marketing strategies. Online marketers no longer must rely on keywords as their only targeting strategy.

Keywords haven’t been left behind as there are methods that work alongside them such as Remarketing Lists for Search Ads (RLSAs). RLSAs have been around since 2013, but they’re still being overlooked and underused.

This post will help you understand what RLSAs are and some strategies on how to use them. Once you get a basic understanding of what RLSAs do and how they work, implementing them for your benefit will become much easier.

What are RLSAs?

Remarketing Lists for Search Ads takes traditional display ads a step further to target ads to customers who’ve visited your site, on the Google Search Network. RLSAs allow you to apply different keywords, bids, and ad copy to a variety of audiences.

RLSAs provide an opportunity for greater personalization in a world where tailoring ads to users is essential. It is now easier to create ad copy that is relevant to the user and enhance interactions between them and your company.

To get started with RLSAs, you will need to set up your website with Google Display Network remarketing and set your campaigns to include all features and settings. RLSAs use the same lists and management as your Google Display Network. These pre-existing remarketing lists will allow you to:

Target visitors on the search network who’ve already visited your website
View visitor behavior while active on your site
View search queries on Google

You don’t have to set up new campaigns or ad groups. Simply attach a remarketing audience and campaign of your choice. However, don’t hesitate to experiment and set up new campaigns and ad groups to specifically test RSLAs.

Getting started with RLSAs

Keyword research is essential to having highly relevant RLSAs. By applying different audience targeting you can refine who you reach out to and refine keyword sets appropriately.

With this you can bid on more generic words or wider math types for visitors that have visited your site before or are more likely to convert – the possibilities are endless.

You can tailor your bidding strategy is any which way you choose as some keywords may be too broad for general search traffic. Think about bidding more to:

Customers who viewed high price items
Customers that spend a certain amount of time on your site
Customers who leave their carts with items or don’t fully complete transactions

The benefits of implementing RLSAs

It’s important to understand that Remarketing Lists for Search Ads are targeted for people who have already visited your website or app. People that are familiar with your site are much more likely to convert in comparison to new visitors.

RLSAs give your company an additional opportunity to target your previous visitors through a different channel. You can better targeted qualified and valuable users who already know about your website or app.

When implemented correctly, RLSAs can deliver:

Efficient use of ad spends
Higher click-through rates
Better conversion rates
Lower cost per conversion
Better return on investment (ROI)

How to implement RLSAs

You must update your Privacy Policy or Cookie Policy on your website or app to affirm your use of DoubleClick cookies. You need at least 1,000 cookies in one list to utilize Remarketing Lists for Ads.

Currently, RLSAs require the use of AdWords Remarketing code as opposed to the Google Analytics remarketing code. Add the AdWords remarketing code to your website, but you can have both sets running alongside each other.

Once you’ve completed these basic steps, you can begin to:

Set up remarketing lists to be used for RLSAs within AdWords interface
Add a remarketing list to a search campaign group
Add a negative remarketing list to a search campaign or ad group

Getting the most from your RLSAs

Setting on Remarketing Lists for Ads on your campaigns is the first step. The next step is to ensure that you are using RLSAs efficiently. Here are three ways to ensure you’re getting the most out of your RLSAs:

Personalize as many ads as possible
Adjust your bids
Explore keywords

Tailor your ads to your specific audiences—be as creative as possible. Interchange approaches between ads and works towards making them increasingly relevant and personal. Don’t use the same ad for people who left items in the cart and those who didn’t get past your homepage.

Take advantage of what you already know and bid for audiences that are most likely to convert. Lower your bids for those who are less likely to convert or not as valuable to you.

RLSAs give you the opportunity to bid on keywords that you wouldn’t otherwise. Creating an entirely new search campaign for your RLSA doesn’t pose the same risk as targeting your audience through a random standard search.

Now that you know what Re-marketing Lists for Search Ads are and how to implement them, there is no excuse to not be using them. Don’t be left behind by simply targeting keywords.

August 24, 2017   No Comments