Whether you’re using your website to sell products, make money off of advertisers or you just want to share your message with others, you need to make sure people are constantly coming to your site. There are many options available for driving traffic including SEO, eMail marketing, display advertisements and others. One of the newest, and most effective, options is known as ad retargeting.
The simplest way to explain ad retargeting is to say that this is a concept that identifies people who have been to your site at least once, but then left. You then have advertisements displayed to these individuals to attempt to bring them back to your page. It is most commonly used on ecommerce sites where people look at a product, and then browse away while thinking about whether or not they want to purchase. Displaying an ad for that product can remind them of it, so they come back and buy it.
Adding Retargeting to your Marketing Strategy
As you can see, ad retargeting is an extremely powerful marketing technique. In almost all cases, however, it can’t be effectively used as a standalone advertising strategy. Instead, you want to combine it with other advertising and SEO efforts. This way you will have a steady stream of new visitors coming to your site, and then those that ‘get away’ without completing the conversion you desire will be drawn back in through the retargeting ads.
This way you will get a second chance at selling them. Many businesses that have used ad retargeting in conjunction with SEO, display ads or social media marketing have found that they were able to convert a much higher percentage of visitors than ever before. Most experts agree that this is because many people will come to one site while doing research, but then when they are actually ready to buy they end up finding another site. With retargeting, the chances are much higher than those doing research will find their way back to your site to complete the sale.
Add Retargeting Configuration Options
There are many ad networks that offer retargeting, and each of them will have different configuration options to set up. The following are some of the most important factors to be aware of when setting up a new campaign. Keep in mind these features will be called something different with each ad network, but they typically do the same basic thing.
There are, of course, many other options to choose from as well, but these are some of the most important to be aware of. Like all advertising campaigns, retargeting requires that you take the time to properly set it up in the beginning so you can get the best results over time.
Common Retargeting Mistakes to Avoid
While ad retargeting is a fairly easy option to set up, there are some common mistakes that marketers tend to make. Look at the following potential pitfalls that people fall into when setting up new retargeting campaigns, and try to avoid them as much as possible:
The most important thing is that you need to make sure you are constantly learning from both your failures and your successes. With time and effort, you can grow your ad retargeting campaign into the most successful marketing strategy possible for your website.
Posted at August 23, 2014 at 10:42 am by admin
Whether you are just starting a new website for the first time, or you’ve been publishing content online for years, you’ve likely heard a little bit about net neutrality. Most people, however, aren’t really sure what it is or how it could affect you and your website.
As website owners, it is very important to take a little bit of time to understand the pros & cons of net neutrality, and try to keep up on any possible changes in this area of law.
What is Net Neutrality?
Net neutrality is the concept that data on the internet should all be treated equally by Internet Service Providers (ISPs), no matter where it is coming from or where it is going. Proponents of net neutrality want laws put in place that say that these ISPs can’t discriminate based on the type of data, even if some customers pay for faster service. The worry is that large companies like Google (YouTube) and Netflix could pay for priority service. If put in place, this would effectively slow down the speed at which traffic is processed for smaller sites.
Currently there is no law that requires that ISPs or other telephone companies transmit all the data equally. Despite this fact, however, there has only been one example of an ISP slowing down certain types of data. This occurred when Comcast slowed down, or throttled, the traffic that was used in peer-to-peer sharing services for certain customers. They did this because these services are primarily used by those who are downloading illegal music and movies, and they take up a disproportionate amount of bandwidth.
Benefits of Net Neutrality
Even proponents of net neutrality agree that putting new laws in place to prevent ISPs from throttling traffic, or providing priority service to certain companies is a preventative step. The main benefits of having net neutrality laws on the books would be that it will provide a certainty to companies and individuals that have an online presence that the ISPs won’t begin charging extra for getting traffic.
The internet has grown and developed at such a remarkable rate because, in part, of the fact that website owners could count on the fact that people could easily get to their site without a problem. If ISPs begin ‘playing favorites’ it will be more difficult for new websites to develop, which will stifle innovation.
Disadvantages of Net Neutrality
There are many people who are against putting net neutrality laws on the books too. Some of the problems associated with these types of laws include the following:
Why should Small & Medium Sized Website owners Care?
Net neutrality is a fairly complex issue with passionate people on both sides. For many website owners, it seems like something that won’t directly impact them in any significant way. In reality, however, changes to net neutrality laws could have major impacts in how site owners manage their sites.
If ISPs begin to charge for priority service, it you may experience some of the following issues:
Following the legal trends regarding net neutrality is something that all website owners should be doing. Whether you are for these types of laws or against them, the reality is that they will have a bigger impact on the life of website owners than most others. This means you should take the responsibility to keep up to date with the news, and contact legislators when necessary to let them know what you want in this very important matter.
Many people use CMS systems such as WordPress, which store data in sql tables within a database. This is also true of ecommerce solutions which consist of WordPress plugins, and for other systems such as Joomla and Magenta. If you have a store which is part of a blog site then typically the data for an ecommerce plugin will be in a separate database from that which contains the blog.
There are a number of problems that can be eliminated by editing data directly in the database using phpMyAdmin.
1) You can add information even when it won’t normally ‘stick’.
The data I entered just would not save no matter what I tried; the connections just kept timing out. I went to phpMyAdmin, copied some rows from the product table and edited the names, prices, and descriptions to make new products, and the problem totally disappeared.
2) You can add a lot of information in less time. Sometimes the interfaces in various ecommerce solutions are great for small stores that are only selling twenty products but are slow when you are adding hundreds or even thousands of products.
3) Occasionally there are glitches in the plugin interfaces, so that you can’t enter all the data on a particular device without continually changing your font size and scrolling all over the place. As we use more different kinds of phones, tablets and browsers, it becomes hard for the developers to take all of our needs into account, and I have seen this glitch even with one of the most highly rated WordPress content protection plugins. You can get around this by using phpMyAdmin to make your changes directly in the database.
4) If you become proficient enough you will be able to write sql queries to make many changes at a time, such as increasing all your prices by 10%. Here is an example.
Tip: Keep in mind that in phpMyAdmin you can drag columns next to each other to make things easier. For example drag a column with the prices you are changing right next to the column with the product names.
If you are unfamiliar with phpMyAdmin, I suggest you install a copy of WordPress on your site with a test blog on it. This will allow you to familiarize yourself with phpMyAdmin without having to be constantly in fear that you will mess up your main site. There is one important difference between editing within a CMS such as WordPress and editing directly in the database – there is no undo! That’s right once you save a change to your database you can’t just restore the table by pressing CTRL-z or CMD-z. You can only fix the problem by importing a backup of the table or by importing a backup of the whole database.
Now that you have your test blog in place, let’s get started:
First, build a few posts with some unique text within your blog. Let’s make three posts that all have the text “Sam jumped on the elephant.” Go ahead and publish the posts.
Now that we have our 3 posts we want to backup our database. The reason for backing up our database even though this is just a test blog is to get in the habit of doing so. With a full backup of your database and an additional backup of the tables you are working in, it is much easier to fix your mistakes. Go to your cpanel and look in the databases section for phpMyAdmin.
When you open myPhpAdmin you will see a list of all your databases
I happen to know that the database for my test blog is wrdp11, so I will select that database in the list on the left.
You can see now why the next time you add an installation of a cms like WordPress or Drupal, it would be a good idea to give the database a name that you will remember so you can find the correct one. You might even think that it would be a good idea to rename all your present databases with more memorable names. You could do that but there are all kinds of pitfalls. An easier way is to browse through the data of each database until you can figure out what it is being used for and then compile a list or a small spreadsheet.
Click on export at the top. You can just leave the default settings of quick and sql. Click go and save the file.
Now let’s save one of the tables. Select the wp_posts table on from the list on the left. (later when we search you will see that this is the table that contains our 3 posts containing the word ‘elephant’). Again select export, click ‘go’ and save the file.
Now let’s search for our text and replace it. I’m going to look for the phrase ‘Matt jumped on an elephant’ and replace it with ‘Matt Jumped on a trampoline’. With the name of your database (in this case _wrdp11) selected go up top and click on ‘Search’. Type in the search phrase, change the setting to ‘the exact phrase’ and click ‘select all’ to search all the tables. If you don’t see any results use ‘all the words’ instead of ‘exact phrase’. (This will often find things that you can’t match with exact phrase due to spacing problems.)
I see 3 matches inside the wp_posts table.
Click on ‘browse’ next to the listings. Now look in the ‘post_content ‘ column, click on the content in each row, change it and then click on something in another cell within the table to save your change.
Although this method works for making a few changes, what if you had thousands of them – for example if you were changing all the prices on your store? We can make a lot of changes at once by clicking on ‘Query’ and entering the following:
update wp_posts set post_content = replace(post_content,’Matt jumped on an trampoline’,’Matt jumped on a large trampoline. ‘);
We just changed each occurrence of ‘trampoline’ to ‘large trampoline’.
Click Submit Query and look up top. You will either see a green bar telling you how many rows were changed or a message that we have made an error in the query. Let’s look at the syntax. update always stays the same, the database is the one that we have selected so we don’t need to include it in the query, wp_posts is the name of the table, set does not change, post_content is the name of the column, it is followed by the old text and the new text.
There are two drawbacks to this method.
1) You must know the table and column that contains the data before you can write the query.
2.) You cannot make any spelling mistakes.
For these reasons it is often easier to search and replace manually if you only have to change a few pieces of data.
Tip: If you are trying to write a query that will increase all your prices by a certain percentage, then look at the example link above under 4).
In this next example we are going to look at a WordPress content protection system called Digital Access Pass which allows sites to sell content by protecting posts and files, so that only people who purchased access can see them. This plugin also allows you to build emails, choose one of them and deliver them on a specific day to people who purchased a particular product. The interface works fine on most computers but for some reason on my laptop I can’t drag the box that says ‘click and drag me’ and which controls the day a message is released. Although I could figure out in which table most of the data is stored by browsing through the table names, I had no clue how to specify which emails the purchasers of each product receive and which day they are sent on.
I’m going to build a short message and add it to one of the test products.
(The window that says ‘click and hold to drag’ will not drag on my laptop but I can view it by making the font display in my browser very small.)
As a first step I create the email then I add it to a single product and give it a day of delivery of 299. Because I know the pricing structure and the other numbers in the site, I’m confident that my search will only find one or two occurrences of that number. If I get more then I will go back, change the number and then search for the new number.
A search reveals that there is only 1 occurrence of the number 299.
By clicking on ‘browse’ next to the match we can see the content of the other columns in the table for our match and figure out what to change. In this case we would change the product ids in order to add the email to other products, the start date to change the mailing day and the display order as needed.
If we click on Copy (under Options, in blue towards the middle of the page) a page opens up that will allow us to make all our changes.
When you are done making changes click ‘go’ at the bottom of the page and the new, modified copy of this table row will be added to the database.
Let’s recap what I did here so that you can do the same thing with other ecommerce plugins or with other content management systems like Joomla or Magenta.
1) I entered some data that I believed to be unique by using the interface provided with the plugin software.
2) I searched for the data using a global database search. If I came up with too many matches I would re-enter a different value and search on that instead
3) Once that I know where the data is I can copy that row. myPhpAdmin will display an interface to let me change some of the data in the row I just copied before adding it to the database. It usually will also auto-increment the index column so I won’t have to edit that.
In order to work with myPhpAdmin effectively remember to practice on a test blog first, and to always back up both your whole database and the tables you will be working with. The more you learn the more time you can save yourself. There are many tutorials available on the net on writing queries to run in myPhpAdmin.
There is also a wide selection of both physical and cloud based books available on myPhpAdmin on sites like Amazon.com. You can choose from low cost introductory books that will enable you to learn simple tasks to more expensive and comprehensive manuals.
If you own, or are working on starting a website that you want other people to see, you will definitely need to harness the power of social media. In many ways, proper use of social media today is just as important as search engines like Google, and for some sites, it can drive just as much traffic.
While most website owners know that social media is an essential tool, most of them don’t really understand how to put it to good use. In fact, most webmasters make the same common mistakes over and over again, which can dramatically reduce the effectiveness of their social media marketing. Look over the following five mistakes, and make sure you’re not making them for your site.
In most cases, your website should have its own page that is not associated with your personal page. While you can typically manage a business or website page from your personal login, that should be the extent of the association. You don’t want to have everything mixed together or it will only cause confusion and annoyance for everyone involved.
When you have your personal account commenting and updating the website page, your friends and family will see every update. This will quickly get them annoyed with you, and they will end up hiding all your posts. In addition, if you’re not posting from an official name that is dedicated to the website, the followers of your page may get confused.
This is an easy mistake to avoid, so make sure you take the time to always post from a dedicated website social media account whenever possible. It will take a little extra time up front, but it is well worth it in the long run.
Even if you have thousands of people who ‘like’ or ‘+1’ or follow your social media account, each post you make will only be seen by about 10% of the total number of people associated with the account. There are a number of reasons why this is the case, but the bottom line is that 10% is not that many.
In order to drive that number up to 100%, and even beyond, you need to use paid advertising. Yes, this will cost you money, but it is really quite affordable. Of course, if you are not making any money with your website, this might not be the best idea.
If you are, however, it is absolutely essential, and here is why:
Most people won’t want to use paid advertising to promote every one of their posts. Instead, only use this tool when you’re posting something especially interesting. This will help you gain additional followers, so that 10% who see the rest of your posts will be an even bigger number of people.
Love them or hate them, hashtags are here to stay. As someone who is looking to drive traffic to your website, you are almost certainly using hashtags incorrectly. Almost everyone either uses them WAY too much, or WAY too little.
The bottom line with hashtags is not that you should put a # before each key word in your post, but that you should try to jump on trends to gain additional viewers.
For example, if you wrote a post about how to buy athletic shorts, you may have wanted to use the hashtag #worldcup2014 in your post (while the world cup was running). This would get your post in a lot of lists associated with the world cup. Of course, the people who read these lists will be interested in athletic shorts, so it is a good fit.
Before writing any posts on your social media accounts, you should go look at the top 100-200 trending hashtags at the moment, and try to use as many of them as you can. Of course, you want them to fit in with what you’re posting too, or you’re just wasting time.
While blogs and websites are typically a great way for you to get your information published and seen by a lot of people, social media is supposed to be a two way conversation. While you may initiate most of the conversations with your posts, you need to be watching what other people are saying about them. When someone comments on your post, try to respond to them right away.
Even just going through and liking their posts, or thanking them for their comments will help to show them that you’re actually a real person. This will help you to build a relationship with your followers. In addition, the more interactions you can get on your page, the more your posts will show up in the dashboards and news feeds of your followers. The bottom line here is, you should always be communicating back and forth with your social media followers.
There are dozens of different social media sites out there today. Most website owners either make the mistake of using only one (typically Facebook) or else spreading themselves too thin and trying to engage with people on every single social media platform they can find.
You really need to strike a good balance that works for your schedule and site. Virtually every website should have an account on the following platforms:
Depending on the type of website you’re running, you may want to consider adding accounts on these popular social networks:
Choosing which of these sites you want to participate on can be difficult, but if you attempt to do them all, you’ll end up doing them all poorly, which won’t help you in the long run. Figure out how much time you can spend on social media, and then only join as many sites as you’ll be able to keep up with.
If you work hard at avoiding each of the above listed mistakes, you will turn your social media efforts from a waste of time into an incredible source of traffic for your website. While it isn’t always going to be easy, it is well worth the effort.
The “secret” to more conversions is as simple as understanding what the buyer wants. It’s no more a B2B or a B2C strategy to get more leads. It’s about H2H or Human 2 Human interaction that converts more leads. Understanding buyer requirement, the stage where he/she is in and the budget are something’s that are of paramount importance. It’s pretty much easy after that, as, the information you gather acts like a blue print to future success.
Here’s a step-by-step analysis of the above model
Customers segment themselves and take no notice of how companies segment their markets. When choosing between competing products and services, customers select the proposition that meets their needs better than any other. To win market share, therefore, a company must ensure that their offers meet these needs better than any other at a price they perceive as providing superior value for money (which does not necessarily mean it has to be the cheapest).
Customer wants to see the “value” in what they are paying for. Example – a company offers unlimited features and charge lower rates when compared to your company or any other competitor. The obvious thing to do is lower your rates and provide the same features, right? NO, it gives you an opportunity to experiment using different components together and provide more value added features that are unique to your business model. Price decrease is NOT the only alternative.
Reaching Your Customer
The “Reaching Your Customer” part is a multi-platform approach where you need to understand where your future customer is coming from. Shorter the time taken to figure this out, the better and sooner the results.
Website revamp is just one part of conversion optimization. The key to succeeding with conversion optimization is found in understanding visitor engagement. If you don’t know the details (who, how, why) of how people engage with your site today, how can you devise tests that are effective?
Each conversion optimization strategy goes through the following steps:
Analysis- Research- Hypothesis-Design & testing- Implementation
The key to understanding the success of any marketing & web presence strategy is by finding out the engagement achieved by them. The “getting the love back” phase is most important in analyzing the results achieved and comparing it to the earlier results. It’s also a good idea to perform A/B testing for some of the most important marketing campaigns you plan to run. Some of the metrics we follow to understand viewer engagement are-
The best way to understand this step by step approach to achieving higher sales is by implementing it or a Beta test for that matter. If you haven’t tried this strategy then you are bound to get far better results. If you have and the results haven’t been as per your expectation then, scale the process to a new level and you will get guaranteed results.