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Showing posts from July 14, 2016
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Suffered a rankings drop? Use this checklist to diagnose why

Losing positioning on high-volume generic terms can trigger panic, even if the drop only lasts for a short period of time. However, in the majority of instances, it is possible to find out exactly the reason why.When you understand what caused a ranking drop, you can determine what actions to take to recover from it. Here is a 10-point checklist to run through should you encounter a loss of positioning.1. New linksA sudden surge in new links pointing to a domain can, in some instances, trigger a temporary decline in rankings. From previous observations, I’ve found the trustworthiness of the website and the authority of the linking domains determine the impact of new links, either positive or negative.If a website has had trust issues in the past, especially if it has received notifications for unnatural links, Google may for a short period of time randomize the impact of the new links. Even if they are natural and relevant, Google may apply a “rank transition function” (Patent can be …

New dashboard offers all the metrics from selected search and web analytical tools

An Austin, Texas-based startup is offering a new dashboard showing all the aggregate metrics from the APIs of selected search and web site analytical tools.Domain Level Metrics has released a beta of its tool for mining aggregated metrics. It currently provides all the API aggregate data, updated daily, from marketing analytics provider Moz, search analytics firms SpyFu and SEMrush, and web stats provider Alexa.By the end of the year, CEO and founder David Sheeley told me, the company will add search marketing tool providers Majestic and Ahrefs, and Alexa competitor Similar Web.The advantage of his product, he said, is “you don’t have to subscribe to each platform to gain access to this data,” since such metrics are usually only part of each platform.Sheeley added that, to his knowledge, Domain Level Metrics is the only dashboard offering all the aggregate API data from these tools. Companies like SEO/marketing platform RankRanger, he said, only show some of the API data, such as Moz’…

Introducing the “Influencer Marketing Technology Landscape”

Influencer marketing is a “hot mess,” according The Wall Street Journal. I tend to agree, as it’s a challenge to build the ideal marketing technology stack. Currently, with influencer marketing technology, there isn’t one solution that comprehensively covers all areas. From discovery to engagement to tracking and reporting, there are many different solutions, but they don’t always fit together.Sound familiar? Welcome to martech.San Francisco-based Lighthouse3, a market research and strategy consulting firm, is among the first to attempt to demystify this influencer martech space with their comprehensive report, “The CMO’s Guide to Influencer Marketing Technology” (email registration required).As Mia Dand, principal analyst at Lighthouse3, says:This report aims to add clarity to a space that’s been overlooked by most research/analyst firms because it’s not big enough. There isn’t one version of truth out there so most of the information on this industry comes from influencers themselve…

What’s the most important CRO metric? (hint: not conversion rate)

Obviously, the ultimate goal of CRO should be to increase sales and quality leads.But my question for today is: what metric is the best way to approximate the future success of your conversion rate optimization (CRO) efforts. For example, you can measure:Bounce rateTime on siteShopping cart abandonmentCost per conversionClicksEtc.But one metric is more important than all the rest.I know what you’re thinking. Conversion rate is the most important CRO metric you should track, right? Duh? Seems like a no-brainer.Actually, no.In my opinion, there’s an even more important metric you should be paying attention to; Click-through rate (CTR) is THE most important conversion metric.I’m not crazy. Here are three reasons why.1. High CTRs lead to higher conversion rates There is a clear relationship between click-through rates and conversion rates. We’ve seen it over and over. The higher your click-through rate is, the higher your conversion rate will be. Here’s an example of data from just one larg…

How to conjure big PPC profits with a few hundred dollars

Many PPC marketers are frustrated. Why? Because they feel like AdWords is no longer an option.Over the past few years, CPCs have increased by 3X in some verticals — that’s even with a Quality Score of 9 or 10. According to WordStream data, the average cost per click in AdWords across all industries is $2.32 on the search network.Meanwhile, the average cost per action (CPA) is $59.18 on the search network. But if you’re in an industry where it takes multiple clicks before someone purchases, you easily could be burning through hundreds or thousands of dollars on paid search advertising.And conversion rates? Those haven’t changed much in 15 years. The average conversion rate is about 2.5 percent.Some PPC marketers honestly believe there’s no way to make money with Google AdWords anymore. They think that Google AdWords is too expensive, and the competition in their vertical is downright scary.Game over?Actually, no. There is a way forward.If you’re marketing in an insanely competitive ver…

Three things marketers can learn from Lokai on social media

If you think social media is a big deal now, you’ve seen nothing yet. Social media is poised to take over the world, or at least it’s heading in that direction.By 2018, projections are that some 2.44 billion people will be using social media in one way, shape or form. That’ll be about one third of the world’s population.Yes, indeed, whether you’re talking about Facebook or Twitter, LinkedIn or Instagram, social media user sizes are huge.You? Not so much. You’re just one lone brand, personal or professional, in a vast sea of accounts, each and every one of which is trying desperately to stand out among a cacophony of content.With the half-life of a tweet less than a half hour and complex, ever-changing algorithms on most major channels undermining reach and engagement, marketers who don’t have to work harder than ever to use social media effectively are few and far between.Unless whatever it is they happen to be marketing has got it all going on like Lokai.Even if you haven’t heard the…

How To Create And Manage Giveaways Using Rafflecopter

Blogging is the art of sharing knowledge with the world.In today’s era, there are many people who are in the blogging field. Some of them are doing well, whereas some are not. There are multiple reasons why some people are doing better than others in this field. One of the main reasons is the overall strategy of the blogger in order to fetch more readers and more user engagement.One such strategy is giveaways.Yes, you read that correctly. Giveaways are one of the best ways to increase user engagement with your blog. With giveaways, you can reward your readers and promote your brand on a large scale.You should read this: How A Free Contest On Your Blog Will Increase ReadershipThere are many bloggers who arrange giveaways on a regular basis. Some bloggers are able to get a lot out of them, whereas some are not. The main reason behind the success of any giveaway is how it was arranged.If you have arranged it properly, then the chances are high that it will be successful.There are many to…

Marketers must learn hard lessons of mobile to succeed with IoT

The Internet of Things (IoT) is set to unleash a tidal wave of data, with 22 billion connected devices by 2018, supporting the development of more than 200,000 new IoT apps and services. These are staggering numbers, but just a fraction of what’s to come. And it begs the question: Are brands ready for what some have dubbed the Third Wave of the Internet?Let’s start with a simple question: How can we learn from the lessons of mobile?The revolution in mobile devices gained speed quickly and left many brands struggling to understand how to engage with customers across these new channels. Think about the speed of change that has created a mobile-first world for many consumers. Smartphone subscriptions reached 2.6 billion in 2015, according to the Ericsson Mobility Report and are expected to grow to 6.1 billion by 2020. Over a third of website visits now start with mobile web browsers.Looking back, this adoption has been remarkable for both its speed and its scale. And it tells us that mar…

How Pokémon Go will level up local advertising

TK Kurikawa / Shutterstock.com For all the headlines that Pokémon Go is generating, the massively popular mobile game is merely in an incubation phase. Once the game developer, Niantic, focuses on a monetization strategy, Pokémon Go will really start flexing its muscle — from both a gaming and advertising standpoint.As you’ve certainly heard by now, the app uses augmented reality to send players with their mobile phones on a quest in the real world to find, train and do battle with the Pokémon made famous by Nintendo 20 years ago through video and card games. Pokémon Go sends players to far-flung locations to find Pokémon, acquire goodies at PokéStops and do battle in Gyms.Pokémon Go is so popular that, within two days of its launch, the app had surpassed dating app Tinder in Android device installs and was generating more downloads and revenue than any other iPhone app in the United States. More recently, The Guardian reported that daily active users of Pokémon Go in the US had overta…

Graphing trends can make you better at calling A/B tests

An A/B test is designed to be binary. We want to know if one of our ideas results in an improvement in performance and advances our fortunes, or if it is a dog that lowers results.A purist will tell you that there is no reason to look at test results until statistical significance has been achieved. Thank you, Purist.However, there are other concerns to consider when a test is running. Trend graphs can help you determine when to call a test “done” and when to keep it running.Is this test too expensive?There is a real cost to testing. When one or more of your ideas is underperforming the control, you cost yourself leads, sales and revenue.When looking at the following graph from the A/B testing tool Marketizator, can you tell if any revenue is being lost by the Variant A and Variant B?Can you tell which of these variations is winning? It appears that the orange line, the Control, is outperforming our Variants. But things seem to be changing on and after July 4. Maybe our Variants are pa…

With third EU antitrust complaint Google confronts $20 billion in potential fines

As expected, the European Commission (EC) filed a third “Statement of Objections” against Google parent Alphabet Inc. on Thursday. The antitrust regulator has also amended charges associated with initial shopping search case. That means Google is now battling three active antitrust cases in Europe simultaneously.The new charges focus on exclusivity provisions in Google AdWords agreements (“AdSense for Search“) with third party publishers, which allegedly prohibited them from using competing ad services. According to a report in the Wall Street Journal (WSJ):In the advertising case, the EU has specifically targeted part of its service called AdSense, through which Google provides third-party websites search functions embedded in their sites. The EU accuses Google of imposing restrictions on the way those third-party websites display search ads from Google’s rivals.The “supplementary statement of objections” is intended to respond to Google’s arguments against the original EC contention…