Search Engine Optimization: SEO News

Google touts YouTube anti-piracy moves, critics remain critical

Sphinn: Hot Topics - Thu, 07/14/2016 - 6:25pm
Google says its Content ID copyright management system is working and helping "creators" monetize their content.

Please visit Marketing Land for the full article.

Marketing Day: Facebook Messenger gets Instant Articles, Instagram advertising & more

Sphinn: Hot Topics - Thu, 07/14/2016 - 2:00pm
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

Please visit Marketing Land for the full article.

SearchCap: Google search spend report, organic traffic & more

Search Engine Land - Thu, 07/14/2016 - 2:00pm
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. The post SearchCap: Google search spend report, organic traffic & more appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Report: US Google search spend was flat, but mobile spend jumped 55 percent in Q2

Search Engine Land - Thu, 07/14/2016 - 1:22pm
Compared to a year ago, IgnitionOne customers spent substantially more on mobile, where CPCs continued to be half as expensive as desktop. The post Report: US Google search spend was flat, but mobile spend jumped 55 percent in Q2 appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Domain Level Metrics’ dashboard aggregates metrics from Moz, SpyFu, SEMRush & others

Search Engine Land - Thu, 07/14/2016 - 1:19pm
The new product, free during its beta phase, displays everything from the tools’ APIs. The post Domain Level Metrics’ dashboard aggregates metrics from Moz, SpyFu, SEMRush & others appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Valassis announces new service to trigger mobile coupons from TV/radio ads or videos

Sphinn: Hot Topics - Thu, 07/14/2016 - 1:00pm
Marketing services firm says Audible Offers is the first such wide-scale effort connecting ads or videos heard through speakers to a mobile wallet.

Please visit Marketing Land for the full article.

Facebook brings Instant Articles to Messenger

Sphinn: Hot Topics - Thu, 07/14/2016 - 12:59pm
A more instant article experience is coming to your Facebook Messenger app.

Please visit Marketing Land for the full article.

Mobile marketing AMPlification: Content, performance and measurement

Sphinn: Hot Topics - Thu, 07/14/2016 - 12:30pm
What's the deal with Accelerated Mobile Pages, and how do they relate to micro-moments? Columnist Jim Yu discusses the connection and explains what brands need to know to stay ahead of the curve.

Please visit Marketing Land for the full article.

Suffered a rankings drop? Use this checklist to diagnose why

Sphinn: Hot Topics - Thu, 07/14/2016 - 12:15pm
Columnist Ian Bowden has created a checklist for SEOs to help troubleshoot losses in rankings and organic traffic.

Please visit Marketing Land for the full article.

Domain Level Metrics’ dashboard aggregates metrics from Moz, SpyFu, SEMRush & others

Sphinn: Hot Topics - Thu, 07/14/2016 - 12:06pm
The new product, free during its beta phase, displays everything from the tools’ APIs.

Please visit Marketing Land for the full article.

Introducing the “Influencer Marketing Technology Landscape”

Sphinn: Hot Topics - Thu, 07/14/2016 - 11:46am
How do you know which influencer technology platform is right for you? Columnist Travis Wright summarizes a new guide that aims to demystify the influencer martech space.

Please visit Marketing Land for the full article.

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

Search Engine Watch - Thu, 07/14/2016 - 11:46am

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:

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 large WordStream client account. We see this in many accounts, but this is just one illustration. (The data gets murky when you combine accounts, since conversion rates depend on the industry and offer.)

Why do we see this? If your offer can get people excited enough to click, then that excitement tends to carry through all the way to a purchase.

Really, it doesn’t matter how you drive those clicks to your offers. It can be through paid search ads,retargeting, social media, video, email, or another marketing channel.

This is what makes improving your CTR so crucial. If you can double your CTR, then it’s not uncommon that (on average) you’ll boost your conversion rate by 50% as well!

If you have average click-through rates, you’ll have OK results. Do you really just want to settle for OK, though?

You know what else is just OK? Donkeys. Don’t be a donkey. Be a magical unicorn!

It’s also important to note that CTR will vary wildly by channel and industry. For example, here’s a look at the average CTR for Google AdWords on search and display across 20 popular industries:

You can see that the average CTR in the dating & personals industry is more than double that of the legal industry.

Important disclaimer: I’m not advocating to offer free puppies or using other dumb gimmics to raise CTR. I’m talking about finding truly innovative offers that get your target market super excited about signing up for whatever you’re selling, right away!

2. Conversion rates are biased

Bias is a big issue when you’re looking at your conversion rates. Basically, all a conversion rate will tell you is the percentage of conversions by people who have previously expressed interest in what you offer.

So let’s say someone receives an offer from your company via email. These people already know you from visiting your site for one reason or another at some point in the past and liked what they found. You know this because they’ve signed up to receive emails from you. They’re even more biased because they’ve decided to open your email and click through to your site.

So what do you learn here from a conversion rate? Well, you’ve learned what percentage of people who were already in your sales funnel and were already biased toward your product or service have bought from you. That’s awesome and valuable information, no doubt.

After all, that’s how advertising is supposed to work!

But what would be even more valuable to know is how interesting your offer is to new audiences, not just people who have expressed interest in the past and have now decided to view your offer.

A typical website conversion rate is about 2.35% on average. But the top 10% of companies are seeing 3-5x higher conversion rates than average. How are they achieving such high website conversion rates?

Spoiler alert: it’s not because they’ve changed a button color on their home page or published a new whitepaper.

3. You can find out if your offer sucks

Ask yourself: Why are 98% of the people who see your offer not converting? What could you offer so that a higher percentage of people get so excited that they click through and sign up or buy it now? Think about it – if someone is offering free samples at the grocery store, you don’t pay that much attention to what the person behind the table says; you try the free sample if it looks delicious.

Does your offer actually resonate with your market, and not just the people who already know and like you? This is where CTR is a helpful indicator.

For example, let’s say you operate in a small niche market with little to no competition. Right now your CTR is tiny, like 1 percent or lower. But you have a near 100 percent conversion rate.

How important is conversion rate as a metric here? Not so important, right?

If your CTR is low, however, then you know this means people aren’t responding to your offer, whatever it is. Your offer probably isn’t unique or interesting enough.

If you believe your conversion rate is the most important metric, then you’ll believe there’s no need to change your offer. And you’d be wrong.

Strap on some rockets and give your click-through rate a much-needed boost! Improving your CTR will help you grow beyond your existing audience and generate more leads or sales.


Ultimately, it’s the quality and quantity of conversions that matters. But what are the key input metrics that we should be paying most attention to maximize those conversions?

Conversion rates are obviously important. But click-through rate is the number one CRO metric I pay most attention to.

Not only is CTR proportional to Conversion Rate, CTR gives you an honest view of how your offer resonates with people who aren’t already biased toward you. In most cases, your market is much bigger than the people who are already in your pipeline.

You can use the insights from click-through rates to find an amazing offer that more people really respond to – and when you do find an offer with a high CTR, you can then make the focus on making any needed website tweaks to also ensure people convert like crazy after they click through!

How to conjure big PPC profits with a few hundred dollars

Sphinn: Hot Topics - Thu, 07/14/2016 - 11:30am
Search engine marketing for generic terms in competitive industries can be costly, but columnist Larry Kim has a better way. Learn how to combine RLSA with social ads for high impact at a low cost.

Please visit Marketing Land for the full article.

Three things marketers can learn from Lokai on social media

Search Engine Watch - Thu, 07/14/2016 - 9:58am

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 name of this brand, chances are you’ve seen the product being worn on someone’s wrist.

It’s a simple, silicone bracelet that has been the latest rage and fashion accessory of famous athletes, celebrities and everyday people like me and you for the last few years.

And while this brand may not have to work as hard as others to succeed on social media, its popularity may have as much to do with how well it works the crowd – both online and in real life – as it does with how lucky it is to have such an outstanding product.

Here are three things any marketer, B2C or B2B, SMB or enterprise-level organization, can learn from Lokai’s activities on social media and be a standout themselves…

1. Tell a good story

People are curious and inquisitive, if not downright skeptical. There’s a backstory to every product or service that your audience doesn’t just want to hear, but needs to hear.

It’s this story that makes your brand more genuine, unique, credible and believable. Trust is something that is earned, not given.

No brand is born overnight. In Lokai’s case, it was the brainchild of young entrepreneur, Steven Izen, who while still a student at Cornell University, came up with the idea for the bracelet.

Inspired by his grandfather’s Alzheimer’s diagnosis, the black bead contains mud from the Dead Sea, the lowest point on Earth, to represent the sadness Steven felt at the time. The white bead carries water from the highest point on Earth, Mount Everest.

The name of the bracelet is a takeoff on the Hawaiian word, Lokai, which means unity and the combination of opposites, the hopefulness we feel when things aren’t going well and the humility we should exhibit when we’re on a roll.

Do you have a story to tell to your own audience? How would it begin? Where would it end?


2. Build a strong community

Modern marketer extraordinaire Seth Godin wrote about it in his 2004 book, Tribes. Speakers at a GaggleAMP  conference I recently attended at Bentley University preached about it. Popular rock bands have had them for years.

Whether you call it a tribe, a gaggle or a fan club, you need to build your own tightknit community of people who live, breathe and adore whatever it is you have to offer, people who like to talk amongst themselves about what makes your product or service so special, people who are unabashedly proud to show off whatever you have to offer to their own personal networks.

These are your very best customers, those who are going to gloat, advocate and evangelize on behalf of your brand.

Lokai has them in celebrities such as Justin Bieber, Ariana Grande, Cam Newton, Paul Wesley and Gigi Hadad – each of whom has been photographed wearing the cool, newfangled bracelets – in addition to literally countless others, who they celebrate and embrace on both their website here and on social media everywhere.

Who are your devotees and how do you reward them for their loyalty to your brand?

3. Have a great cause

Many brands struggle to find any semblance of their own soul – if they even have one – never mind to actually use it to their advantage in their marketing campaigns.

Yet like sharing a good story, baring your soul for your audience to see can be especially good for business. Associating yourself with a cause worth supporting betrays the human, compassionate side of your business, the side that may appeal to your constituency as much as your products and services.

It shows you have a kind soul, if not a good heart, too. In Lokai’s case, 10% of bracelet sales’ net profits are “dedicated to giving back to the community through a variety of charitable alliances.”

Different, limited-edition colored bracelets associated with specific charities – such as Oceana, Make-A-Wish and The Alzheimer’s Association – are also rolled out from time to time, creating a strong sense of urgency around the buying process.

When all is said and done, cause-associated social media marketing can provide a big boost to sales, and certainly can serve as a win-win business model. What nonprofit organizations mean the most to you and your colleagues? How can you do well by doing good?

Today is the FINAL day to get the Shark Lokai and join us in preserving our oceans and marine life #sharkweek

— livelokai (@livelokai) July 2, 2016

Marketers must learn hard lessons of mobile to succeed with IoT

Sphinn: Hot Topics - Thu, 07/14/2016 - 9:30am
As the Internet of Things gains traction, are marketers ready? Columnist Josh Manion takes a look at what we can learn from mobile and what marketers must do to prepare.

Please visit Marketing Land for the full article.

10 factors that may be impacting your organic traffic

Search Engine Land - Thu, 07/14/2016 - 8:36am
Experiencing fluctuations in organic traffic and rankings? Columnist Stephanie LeVonne has a list of factors to check and how to address them. The post 10 factors that may be impacting your organic traffic appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

11 quick UX tips to improve landing page conversion

Search Engine Watch - Thu, 07/14/2016 - 8:05am

It’s easy to create a landing page to promote a product, or a service, but is it really conveying your message to boost conversion?

Landing pages can be a great starting point for a business to promote a new product, or a service, but it’s becoming more challenging nowadays to convince customers to trust you.

There’s an increasing online clutter that can make an landing page look spammy, but there are always quick fixes to improve conversion, especially when focusing on user-experience.

Image Source: Soumya Kanti Paul

Every landing page is focusing on a particular target audience, which means that it’s vital to grab their attention, keep them engaged and eventually turn them into clients.

The sales funnel is becoming more difficult day-by-day as the competition is rising, so if a landing page is the introduction to your company, then you might need to use the following tips as a checklist on how UX can improve your conversion rates.

1. Keep it minimal

A landing page’s design should be clear and minimal, in order to avoid any confusion among visitors.

An appealing and simple design may lead to more impressive results than an overstuffed page, especially if it manages to serve its purpose.

2. Think like a user

This should be your first step when creating a new landing page. Before start its design and its formatting, think of your target audience.

  • Who is your audience?
  • What’s the best way to communicate your message?
  • How will the product benefit the audience?
  • What would make users sign up to the service?
  • How can you increase the conversion?

All these questions (and even more) can help you understand your target audience and create the perfect landing page, depending on their needs and their expectations from your company.

Even if they haven’t heard about your service before, if you are able to analyse their online behaviour, then you’re already on the right track to create an effective landing page.

3. Use simple language

Don’t underestimate the importance of content when creating a landing page. Visual content may prevail in the online world, but written context will always be powerful. There’s no need to use jargon, or complex language that can alienate users.

Once again, think like a user, shape the message in your head, read it out loud and aim for clarity.

If you can’t explain your concept to your users in its simplest way, then you probably need to reconsider your message.

4. Ask for as little information as possible

Whether it’s a signup field, or a newsletter subscription, a user-friendly form is crucial for the success of a landing page.

People are wary of sign up forms and giving out their personal details, so make sure that you’re only asking for what’s necessary. Find a reason to convince users to trust you, whether it’s a reward, or a highly appealing and relevant landing page, and return the trust with a quick and simple registration process.

Or else, you’re simply reducing the chances of increasing conversions with a simple mistake that could be avoided.

5. Create a powerful CTA

Your call-to-action should contain your message in the most appealing way, both aesthetically and functionally. It’s not always easy to achieve this without the proper testing before, so be prepared to experiment with the effect of colours, shapes, sizes, and fonts for your CTA.

Will you create a button, or will you focus on a form?

6. Emotional design

The emotional design of a landing page may lead to the strategical placement of the key message to the right area of the landing page, the one that a user may see first.

This can enhance the chances of turning the visitor into a conversion, while simple psychological triggers can help the process.

A landing page’s content should reassure the users of their safety, their values, their needs, their importance, their personality, or even their time.

Even the use of colours may affect the user’s psychology and this is another reminder on why we cannot underestimate the needs of the user when creating a landing page.

7. Use the right visuals that support the landing page

Visual content can significantly enhance the appeal of a landing page, provided that it’s meaningful and it is supported by the right text.

There’s no need to fill a landing page with stock images just to make it more visual. Once again, simplicity is appreciated by customers and visual content may only increase the conversion rate when it manages to:

  • boost the message of the landing page by making it clear
  • explain the product/service in just a few minutes through a video, or an infographic
  • showcase real examples
  • build engagement
8. Optimise for mobile

Mobile optimisation should be a priority for every landing page, and 48% of users who visit a non-mobile optimised page take it as lack of interest from the business.

As mobile users keep increasing, 83% of them now ask for a seamless experience across all devices, considering it very important for their whole impression of a page. More and more users access a page through their mobile phones, which means that they should indeed access the same browsing experience among any device.

What if a user accesses your landing page through a smartphone to learn more about your product and has trouble finding the CTA due to the poor mobile design?

Mobile design is all about focusing on the user and UX is more important than ever, in order to deliver the best results, leading to an appealing and effective page.

After all, Google is serious about its mobile updates and it’s planning to include page speed as a factor on its next update, which means that optimisation is becoming more important, aiming for simple, clear, light pages.

If you’re still unsure whether your landing page is passing the test of mobile optimisation, then Google may help you with this tool.

If you need to learn more about mobile optimisation and how it affects a site’s performance, feel free to read more.

9. Solve a problem. Explain how you did it.

People visit a landing page to learn more about a product, or a service. However, the visit won’t last long if you don’t convince them about your actual value.

Direct selling and its relevant language is not working online, so it’s time to educate your audience about your service and how it may benefit its target users.

Each landing page and its product should aim to solve a problem and what’s more important is that it needs to explain how it is actually solving it.

If the message isn’t clear both on the offered solution, but also on its method, then the conversion rate won’t reach the desired levels.

Whether it’s a short explanation with bullet points, a video, or a graphic, your landing page should try to appeal to its target audience by presenting its value and the reasons they should sign up.

10. Remove navigation

There’s no need to include a navigation bar to your landing page, at least not if you’re trying to turn the visitor into a client.

A study back from 2013 measured that only 16% of landing pages were free of navigation bars (hopefully this has been improved lately), although it has been tested that the presence of a navigation bar affects the conversion rate.

There’s no need to make a user’s visit shorter or complex with the use of an additional menu, so maybe it’s time to remove navigation and test the results.

11. Leave out distractions

Distractions can be found everywhere and as our attention span gets shorter, it is becoming more difficult to focus on a single page for more than 5-10 seconds.

This makes it more difficult for a landing page to grab a user’s attention, to the extent that the conversion is achieved and that’s why the page’s design should leave out as many distractions as possible.

Whether it’s a banner, a pop-up, a menu, or an external link, make sure your page’s design is not blocking you buying funnel and your goal to turn visitors into customers.


If you want to be inspired about your next landing page, here are some good examples we came across from many different fields.

These could serve as real-time examples for the tips above, while they are also offering the right creative direction for all the purposes a landing page may serve.

Why you cannot ignore practitioner listings on Google My Business (case study)

Search Engine Land - Thu, 07/14/2016 - 8:05am
You may have a strong Google My Business listing, but what happens when individual practitioners at your location have their own listings? Columnist Joy Hawkins shares a case study detailing what happened when one such practitioner left her practice to go work elsewhere. The post Why you cannot...

Please visit Search Engine Land for the full article.

How to increase your remarketing ad conversions in five steps

Search Engine Watch - Thu, 07/14/2016 - 7:19am

Remarketing adverts are designed to remind people who have visited your website of what you sell, as well as reinforcing your brand, when they’re moving around the web.

Remarketing is also known as retargeting and according to PPCMode’s Ultimate Guide for Retargeting, “Most sites are only able to convert 2% of their visitors on average. With retargeting however you’re able to keep the interest of the other 98%”.

By placing a cookie on an individual’s browser, companies can track their audience’s buying habits around the web and then create adverts targeted to their interests.

The two key reasons why remarketing works are:

Below we take a look at the five key factors your remarketing adverts need to have to ensure you’re harnessing every potential opportunity for a conversion.

1. Relevance

How relevant the products or service which is being remarketed to your audience is the most important aspect of a remarketing campaign.

By displaying highly targeted adverts, you are more likely to engage existing or potential customers so they click back to your website.

The simplest way to do this is to display the exact products your customer viewed on your website, in the remarketing banner.

This is known as ‘dynamic remarketing’ and in this example from catering equipment specialists Russums, the exact products I viewed on the website are included in the advert in rotation, with a ‘shop now’ button to encourage me to click.

Sometimes this goes a step further by showing customers who’ve abandoned their shopping cart what is in their cart and allowing them to continue to complete their order with one click.

You can set up different adverts for customers at different stages of the buying cycle. For example, once someone buys the product you have been remarketing to them, remove this item from the banner and replace it with a complementary product. If they bought a girl’s dress from you, for example, then show them a cardigan or matching shoes instead of the dress they already bought.

If a customer has already bought from you, then entice them back to buy more with a return customer discount, or alternatively, if a potential customer has viewed products on your website but not bought anything, then encourage them to convert with a new customer special offer.

Remember the golden rule of remarketing, the more targeted the advert, the higher the conversion rate.

2. Button it up

Calls to action on your banners provide the push which gets visitors to click on your advert and visit your website.

As the aim of call to action buttons are to get people to click and convert, the copy you use on them needs to be persuasive. Buttons with very specific instructions work particularly well as they tell an individual exactly what they need to do next.

For example, this banner from Coast gets straight to the point with a clear offer (60% off sale) and call to action (shop now).

The Financial Times banner advert has an equally direct call to action button of ‘Subscribe and save 25%’ clearly outlining what action an individual has to take and what benefit they’ll get when they take this action.

This small space of around five words is the place where you tell your audience what you want them to do, ‘find out more’, ‘download free guide’, ‘sign up free’, ‘book now’ are all persuasive messages.

The less ambiguity the better with call to action buttons so avoid vague prompts such as ‘go’ or ‘click here’ or just using arrows on your button.

Your click through rate can improve dramatically by adding a time sensitive offer as your call to action – limited free trials, discounts and early booking incentives create a sense of urgency which can encourage people to click.

Calls to action such as ‘buy now’ for expensive products don’t always work as this implies a commitment to an expensive purchase by clicking the button.

This Dunster House advert is an example of this, as more enticing and less direct copy on the button would be more appropriate as even if someone has viewed the cabins before, they are unlikely to just ‘buy now’ for such an expensive purchase. Calls to action such as ‘explore the range’ or ‘discover your perfect cabin’ would be better options.

When it comes to colour – buttons which stand out work best for the obvious reason that they’re easier to see. The Coast button is a good example of this as the pink of the button contrasts perfectly with the pale background of the advert.

Text should be large and clear and there shouldn’t be too much of it in the box, a maximum of five words is a good rule of thumb to ensure your copy is informative and you’re not confusing or distracting people by trying to deliver too much information.

3. Timing is everything

Not everyone who visits your website will buy online from you as they may choose to buy direct either over the phone or in person.

Seeing an advert for something someone has already bought will be annoying for them and pointless for you, as they’re unlikely to buy the same item again online. Limit the number of times someone sees the same advert and instead show complementary products.

Your adverts will have your branding on them so they will be constantly reinforcing your message, meaning they will be more likely to remember your brand when they’re ready to buy again.

Bombarding an individual with the same advert over and over again is akin to harassing them, which could reflect badly on your brand. To find the sweet spot to cap your adverts at for your customers, test different lengths and see which brings in the best conversions.

In many cases, showing an individual an advert for an item they didn’t buy three months ago is too late, unless you specialise in products with a longer buying cycle such as vehicles or B2B services like software and insurance.

If you’re dealing with everyday items, remarketing a pair of shoes, for example, to someone three months after they originally viewed them on your website is probably going to be too late. You can change your adverts to show for a more appropriate length of time by amending the ‘membership duration’ tab in your Adwords campaign.

Depending on your business, you may have very specific busy periods throughout the year. For example, if an individual purchased flowers from an online florist for Valentine’s Day then it’s worth retargeting adverts to them around other special occasions such as Mother’s Day.

You could set up specific Dynamic remarketing campaigns with Google ads to help you keep track and market to people who have visited or bought from your store to reengage them the following year.

Time sensitive calls to action are another way to boost click through rates by utilising your advert buttons. Calls to action which encourage urgency give people a reason to act sooner rather than later and can therefore boost click through rates.

This advert from the Jockey Club promoting a family event at Sandown Park Racecourse includes a special ‘early bird’ offer of 20% off for advance bookings, as well as showing all the other information busy parents need to know about the event.

4. The right design for the right audience

The tricky part of designing remarketing banners is that your design needs to reflect your brand whilst encouraging shoppers to click through and complete their purchase. Below are some considerations you’ll want to think about when designing your banners.

Static vs animated adverts

Whether you opt for static or animated adverts will largely depend on the message you want to convey and the design resources you have at your disposal.

A static advert is much easier to produce and upload to your search network, but it might not have the capacity to showcase your products or service in the way you wish, as it’s simply a single still advert, usually containing a logo, call to action button and an image.

It’s easier to tell a story and convey more complex messages with animated banner ads but it’s important to think about what your key message is though, as if it can be conveyed clearly with a static advert then designing a HTML 5 advert may not be worth it.

Again, this is why testing is so important!


Remarketing adverts should be clearly branded as the whole point of this type of marketing is to reengage with people who have already visited your website.

They are unlikely to reengage with your brand if they don’t recognise it. Often your company logo and colours will be enough for people to recognise your brand but also bear in mind how you want your brand to come across to customers.

Consider this advert for Jimmy Choo, this remarketing banner simply displays the brand name along with a scrollable selection of their products.

This simplicity works with Jimmy Choo as it is a global, aspirational brand, which means if someone thinking of buying from them they’re likely to be aware of the brand and prepared to pay a significant amount for a high quality pair of shoes, so subtle, smart branding is all that’s required to successfully reflect the ethos of the brand.

Compare this with this advert from Argos which includes the logo, an image of the product, sale information and a ‘shop now’ button.

It’s much bolder, brighter and contains more information than the Jimmy Choo advert but again, it reflects the ethos of the Argos brand as an affordable retailer perfectly.

5. Optimise to boost conversions

As with a regular PPC campaign, you should constantly test your remarketing adverts to ensure they are optimised for conversions.

Split test your adverts to find out which ones are most effective at converting.

Some areas to consider testing include:

  • Calls to action copy, colours and button position
  • Different messages for people at different stages of the buying cycle, for example, ‘new stock’ adverts for existing customers
  • The number of times an advert is displayed for
  • The images on the advert
  • Static and animated adverts, or even just text only adverts

Vigorous testing is the only way you will know what type of remarketing adverts convert best for your brand.

Simple tweaks to your remarketing adverts can boost your conversions and ensure your brand message is conveyed to your existing and potential customers.

By focusing on relevance and streamlining your comparing through testing, the higher your conversion rate will be from your remarketing adverts.

SearchCap: Google local ad inventory, PPC profits & rankings drop

Search Engine Land - Wed, 07/13/2016 - 2:00pm
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. The post SearchCap: Google local ad inventory, PPC profits & rankings drop appeared first on Search Engine Land.

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