Taktical Growth Hacks – Issue #45

July 18, 2017 in Tips & Tricks

Growth Hacks:

pop up baseball gif

Pop Ups Don’t Hurt

Clients sometimes ask the Taktical team if adding an email signup popup would hurt bounce rates.

This experiment proves that it does not.

While the email signups increased by nearly 300%, bounce rate dropped by only 1%.

Source: http://danzarrella.com/my-data-shows-email-popups-work-and-dont-hurt/

+8.2% in Sales With an “Exit Intent” Popup

When someone’s mouse moves out of the browser window, that is usually a sign that they are going to leave your site.

Multiple services offer the ability to create a popup window offering a special deal at that moment.

James Foster’s experiment showed nearly a 10% increase in sales with this one little move!

Source: https://sitesforprofit.com/exit-intent-popup

Dell sale

Prices Ending in $9…Still Works!

Researchers from MIT and The University of Chicago ran an experiment for price variations.

In their experiment, a mail order catalog was printed in 3 different versions and sent to an identical number of people. A standard woman’s clothing item was tested at the prices of $34, $39, and $44.

Results:

In all tests, the item ending with the number 9 price got the most sales.

Even when the item was priced at $39, it got more sales than the same item priced at $34!!

Source: http://web.mit.edu/simester/Public/Papers/Effectsof$9.pdf

In Depth Articles:

Retargeting Cage Match 2016: Adroll vs Perfect Audience vs Facebook vs Google

Peek inside Intercom’s Multi-million Dollar SaaS Growth Strategy

How to Run an Instagram Video Ad Campaign

July 16, 2017 in News

In an age where social media advertising is a $16.3 billion business, launching a successful ad campaign on a social media platform is essential for a brand. In particular, creating a video ad that’s adapted to mobile devices is the key to reaching a growing demographic of consumers. From 2015 to 2016, mobile video ad revenue climbed from $1.69 billion to $4.16 billion, and is expected to outpace, if not entirely replace, desktop video ads.

Of the social media platforms set to capitalize on the growth of mobile video advertising, Instagram is the one to watch. A recent report from digital benchmark agency, L2, revealed that in Q1 2017 Instagram far exceeded its competitors concerning video ad engagement: 16% engagement on Instagram versus 1.5% on Facebook and 0.3% on YouTube. With such an active user base, it’s no surprise more and more advertisers are turning to Instagram as the platform for launching their video ad campaign.

Instagram’s Advertising Potential

With an advertising behemoth like Facebook as its parent company, Instagram has both the support and role model to become a mobile advertising contender. By the end of 2017, it is predicted to comprise 10.6% of Facebook’s total mobile ad revenue worldwide, which equivocates to over $2.8 billion in revenue. Instagram’s advertising success is driven not only by a growing user base (it recently surpassed 700 million users worldwide), but also a constant rollout of new features for marketers.

Instagram global revenue

To get an understanding of Instagram advertising’s potential, it helps to analyze how users use the platform:

The introduction of video ads into Instagram Stories at the beginning of 2017 was a major development that inspired brands to launch a video ad campaign on the platform. This was preceded by other developments that helped to construct the foundation of a functional and efficient advertising platform, including the ingratiation of the Facebook Power Editor and Ads Manager and the introduction of CTAs in 2015. Marketers could now reach the 400 million+ daily Instagram users through static photo ads, traditional video ads, carousel ads, and Stories ads. This variety of venues allows businesses to capitalize on one of the most highly engaged audiences on any social media platform.

Instagram video adLaunching Your Instagram Ad Campaign

If you’re familiar with launching Facebook ads, then getting an Instagram ad campaign up and running will seem very familiar. The first step is to establish an objective for the ad: brand awareness, reach, traffic, app installs, engagement, video views, or conversions. For a video ad, your objectives may be more restricted depending on your goal.

Then, establish your target audience (which includes custom options similar to Facebook). After setting the budget, it’s time to design the video ad based on Instagram’s specifications. According to industry insights, optimizing an Instagram video ad for best possible performance includes creating a captivating and concise caption, using relevant hashtags, and keeping the aesthetic and material on-brand.

Lay's Facebook vs. Instagram ad

When done correctly, an Instagram video ad campaign can lead to a massive increase in purchase intent, brand engagement, and ad recall. Perrier’s captivating Instagram video ad campaign led to a seventeen point increase in ad recall and a four point increase in purchase intent. Lay’s meanwhile, launched an ad campaign on both Facebook and Instagram. Their Instagram video ads resulted in a 5% greater reach, 3% lower CPM, and 5% increase in sales lift versus their Facebook campaign alone.

With no end in sight of Instagram’s continued advertising growth, embracing their video ad capabilities is a strategy for all brands to adopt. Already, three-quarters of American companies are predicted to use Instagram by the end of 2017. The video ad engagement gap between Instagram and other social media outlets is the main draw for these marketers, and will continue to attract more into the future.

The Science Behind Optimizing Your Facebook Ads Campaign

July 13, 2017 in Small talk

Facebook ads are a quick-and-easy option for hassle-free, affordable advertising for your business. Within minutes, you can create a campaign, set up goals, and choose a budget. Sometimes, however, these simple steps may still lead to a failing campaign. Fortunately, there’s a bulletproof way to optimize a winning ad.

Know Your Goal

Before you begin creating your ad, keep your goals in mind. Think what do I want this ad to do? Small businesses, for example, should choose “Website Conversions” as their main goal. This way, you’ll be able to see just how much a new lead or customer will cost.

Create A Narrow Audience

One of the best features of Facebook’s advertising platform is that you can create your own audience. By breaking your audience into several smaller audience segments, you’ll be able to see which audience setting optimizes conversions and works best for your business.

Monitor The Metrics

Facebook allows users to monitor their CPC, CPM, and CTR. Keep your ads thriving by checking out your average-value-per-customer and subtracting it from your cost-per-customer.

Take Advantage Of Lookalike And Custom Audience Targeting

If you’re trying to enhance your click-through rate, then lookalike and custom audience targeting is the way to do it.

Custom Audience Targeting: Facebook will let you target your audience by uploading their phone number or email address into the system.

Lookalike Targeting: Facebook will then copy traits (location, gender, age) from that list of people and generate a brand-new lookalike audience.

problem solving

A/B Test Your Ad

A/B testing is a marketing strategy in which two versions of the same ad are created and tested against each other.

A/B testing requires you to create a few different versions of your ad. Each version should only have one change. For example, if you’re A/B testing your headline, you would use the exact same photo and copy, and only change the headline in the new version.

Keep It Short And Sweet

If your ad is long and boring, no one is going to read it. In fact, a recent study found that Facebook posts with 80 characters or less received 66% higher interaction rates than longer ones. In addition, posts with 40 characters or less received 86% engagement.

Rotate Your Ads

If you pay attention, you’ll notice your Facebook ad’s CTR decrease after a few days. This is because your ad is repeatedly showing up to the same audience over and over again. To avoid Facebook ad fatigue, change the headline and the copy of your ad. You could also try using a new photo, or something that will grab your viewers’ attention.

The Sleeping Giant: How Amazon Advertising Works

July 8, 2017 in Uncategorized

Imagine the targeting abilities of Facebook combined with the ease of Google’s advertising management platform. This is essentially what Amazon is offering brands for their marketing strategies. It’s already the world’s largest retailer, raking in over $35 billion in net sales by April, 2017.

In 2016, Amazon earned $1.4 billion in ad revenue. Though it’s got a long way to go to reach Facebook’s ad spend of $27 billion, and an even greater disparity with Google’s $79 billion in earnings, this e-commerce hegemon has the ability to grow exponentially, and do so quickly. In fact, experts are predicting Amazon’s advertisement revenue to increase to $3.5 billion by the end of this year, and to grow over 60% in 2018.  

How Amazon Advertising Works

Amazon Marketing Service’s (AMS) Sponsored Products offer advertisers the ability to launch a PPC campaign that’s similarly appealing to Google and Facebook in terms of cost-effectiveness and audience engagement. Also similar to Google AdWords, it’s based on a bid system. Once a brand wins a bid on a product, it will appear in the top search results when someone uses the appropriate keywords. The biggest decision left to the marketer is whether to select manual targeting (choice of the user) or automatic targeting (Amazon optimizes and selects a target audience for you).

Amazon product screenshot

When launching an AMS campaign, you have the option to select your ad goals: Boost product sales, increase book sales, drive traffic to an outside website, or increase app downloads. By starting out with similar advertising goals as Facebook, Amazon is clueing into an audience already familiar with launching a campaign on a major paid social platform. Unlike competitors such as Snapchat and Instagram that require effort to understand the functionality of the platform itself, and thereby present a learning curve to marketers, Amazon is tapping into a pre-existing understanding. The layout of the tiered, ad campaign structure, too, is similar to Facebook and Google AdWords.

The Secret is in the Targeting

The major way Amazon is likely to become a true competitor to Facebook and Google is with its audience targeting abilities. A quick statistical rundown of Amazon:

e-commerce growth graph

With the amount of users and their high engagement and return rates, Amazon represents fertile ground for advertisers. As an e-commerce giant, Amazon offers key insights into consumer behavior like no other competitor can. For brands that are in a products industry (versus services), the ability to have the audience of the world’s largest online retailer at their disposal is a huge advantage. Amazon can track the products people search for, put in their cart, complete the purchase on, etc. These insights become invaluable to any online retailer.

Amazon is King of Keywords

More people use Amazon for product searches than Google, with 55% starting their search on Amazon versus the 28% who choose a search engine instead. Also, as is the nature of e-commerce, many people are searching for specific keywords or terms, which makes targeting and reaching them easier. Instead of wasting money on vague keywords in hopes of appearing in Google search results, Amazon encourages more focused campaigns.

Burt's Bees on Amazon

Additionally, conversion rates are likely to be higher on Amazon due to these keywords. Often, users will type in a more specific item they are looking for (e.g. sandals, instead of just shoes). The user has already narrowed down the search results and what appears is exactly the array of products they desire.

That person’s purchase intent is also greater than someone searching on Google, based on the nature of them browsing an online retailer that encourages instant purchase and specific keywords. For Burt’s Bees, their AMS ad campaign resulted in a purchase intent four times greater than their campaign average. On Google, your business may show up in the search results for a keyword, but the user is not as motivated a buyer as they are on Amazon.

It’s true that Amazon has quite a bit of ground to cover in the realm of ad revenue in order to adequately compete with Google and Facebook. However, its potential to do so is truly impressive. Having already secured the spot as world’s largest online retailer, it has accrued a loyal and motivated audience. Additionally, Amazon’s advantages as an e-commerce site include factors crucial to advertising success: high purchase intent, focused keywords, and easily segmented and targeted audiences. So sound the warning bells in Google HQ: Amazon has taken over online shopping and is now turning its attention to digital advertising.

Taktical Growth Hacks – Issue #44

July 4, 2017 in Tips & Tricks

Growth Hacks:

I'm better than you meme

Rank for Competitor Names

Create landing pages that compare your product / company to the competition. Call it “XXX Alternative”

Use SEO to drive the page up.

Prospects are 15% more likely to convert to your product because they already don’t like your competitor!

Use Testimonials and Product Recommendations!

1. Personalized recommendations increase revenue by 300%.

2. 100% of the TOP 10 websites in the Internet Retailer 500 use product recommendations.

3. 70% of Amazon.com’s homepage is devoted to product recommendations.
hourglass

hourglass

+585% Conversion Rate by Delaying Retargeting

Retargeting ads are powerful, since they only show to people who have visited you before. However lots of those people were never interested to begin with.

So Justin Brooke from IMScalable ran a test, he only retargeted to people who spend more than 45 seconds on his site.

The result? For every $1 in retargeting, he made $6.36: A 585% improvement!

Source: https://www.adskills.com/learning-center/retargeting-cage-match-2016-adroll-vs-perfect-audience-vs-facebook-vs-google

IN DEPTH ARTICLES:

B2B Facebook Ads: The 71-Point Guide For The Win

Deciding When to Call an AB Test: p-value Graphs

Five Reasons To Use Facebook Ads

June 29, 2017 in Small talk

According to eMarketer , more than 96% of social media marketers consider Facebook the most effective platform for advertising. And, as reported by TechCrunch, Facebook’s daily active users’ number rose to 1.23 billion people in 2016 (that’s an 18% increase). In addition, social media analysts predicted a 26.3% global increase in spending for social media ads overall for 2017.

Today, more than 65 million businesses are using Facebook as an advertising tool. This number will only continue to expand as new mediums, like Facebook video ads, gain popularity. Here’s a few reasons why you should, too.

Set Target Audience

Facebook allows you to select who see your ads, meaning you can set up an ad campaign that only shows up for people who haven’t visited your site within the last six months. Or, if you want to narrow your audience based on location, work, education, or language, you can do that, too. Facebook’s targeting abilities are a major reason it’s the social media advertising platform of choice.

Engage With Lost Customers

The social media platform allows you to reach customers who either aren’t reading, opening, or receiving your emails. By launching an ad campaign the day after you send out your weekly newsletter, you’ll be able to cover all your bases and optimize conversions.

spread the word

Track Your Performance

When it comes to analytics, Facebook allows you to track your ad performance (for free). Tracking your ad performance will give you insight as to what appeals to your audience and who your main audience is.

Excite Your Audience

Before you launch a new site or product, you can create pre-launch content to promote on your Facebook page. Building this hype will carry momentum over to the actual launch, and start your business on the right foot.

Facebook Ads Are Relatively Cheap

Facebook ads cost a fraction of what most other online marketing channels cost. For example, for just $5 per day you could potentially reach 200 people.

“It’s not a question of how much Facebook costs, but how far your money will go,” WordStream’s Paid Acquisition Coordinator, Brett McHale said. “If you go into Facebook advertising with a clear focus and follow a simple strategy, the cost-efficiency of the platform will astound you.”

One of the quickest ways to figure out Facebook advertising is to dive right in. Try promoting a blog post to people who aren’t connected to your brand and see where it goes from there. What is clear is that advertising on this social media platform is essential, so it’s time to get accustomed with best practices for advertising on Facebook.

Taktical Growth Hacks – Issue #43

June 27, 2017 in Tips & Tricks

Growth Hacks:

Google gif

Increase Click Thru Rate on Google

If you have a website that ranks on Google organically, you can test your headline and increase your click through rates without risking your Google standings!

Here’s how:
1. Create ads on Google AdWords for no more than $50.
2. A/B test your headlines.
3. Find the winner.
4. Replace your old headline.

Source: The Taktical team

66% Email Open Rate with One Word

That word is “Changes”

It doesn’t take much to understand how that Subject line could make people click.

Here are the key takeways:

1. Apply “curiosity gap” to your subject line.

Ask yourself, what would generate a “MUST CLICK NOW” feeling if you yourself were to receive this email?

2. Try a VERY SHORT / one word subject line.

We all know about “Hey” during the Obama campaign, which I personally think has run its course because so many “email marketing blogs” have outed it. But there are many others if you get creative.

Source: https://500.co/66-percent-open-rate-email-marketing/

laptop

Great Resources for Landing Page Design

We at Taktical get a lot of requests for landing page samples. Here are some websites that offer a LOT of options:

1. http://www.landingfolio.com
2. http://land-book.com
3. https://onepagelove.com/gallery/landing-page

Source: 500Startups

In Depth Articles:

Your Old Articles Aren’t Dead: How To Repurpose Old Content For More Traffic

What We Learned From Sending 1,000 Cold Emails

Why Your Brand Needs to Use Snapchat Stories

June 25, 2017 in News

Many businesses that launch an ad campaign on social media will focus on only one or two outlets. For most, the choice is Facebook, indicated by its close to $9 billion in revenue earnings for Q4 2016. The second outlet for a social media advertising campaign is often the tricky decision, and nowadays comes down to Snapchat marketing vs. Instagram.

Both outlets offer advertisers a unique set of tools for connecting their brand with users. With competition between the two increasing, their features are becoming more similar to each other. Snapchat Stories and Instagram Stories, for example, are quick and engaging ways to reach consumers. Which one is best for your brand, though, comes down to audience: Who is using Snapchat Stories? Who is on Instagram? With a far greater millenial audience that is actively engaged to maximize a social advertising campaign, Snapchat Stories beats Instagram Stories every time.

Who Uses Snapchat vs Instagram?

The users on each social media platform vary, and this affects your ad’s performance. As a result, it’s important to be aware of both the type of person on these apps and the overall population.

Gatorade Snapchat ad

Here’s what Instagram users look like:

And here’s an overview of Snapchat:

How Snapchat Stories Succeed

Brands that optimize their Snapchat ad to publish in Stories have the benefits of reaching an engaged, target audience. For example, 58% of college students said they would purchase a product if they saw a coupon for it on Snapchat.

The instantaneous and raw nature of Snapchat Stories make consumers feel more connected to a brand. For larger companies that value a younger audience, this outlet is especially effective at expanding brand awareness.

Though Instagram has tried to complete by launching a similar set of engagement tools within Stories, Snapchat users are already accustomed to these since they originated in Snapchat. Therefore, they are able to engage and connect more easily than on Instagram with brands that incorporate these features. Essentially, Snapchat Stories are more intuitive for users.

NBA Snapchat Story

With Snapchat continuing to roll out new features to its advertising platform, Snapchat Stories are becoming even more accessible to smaller businesses. An ad running on this platform has the potential to increase campaign engagement over 200%, reach hundreds of millions of people, and have a high conversion rate at low costs. Geofilters still represent one of the biggest bargains in social media marketing, starting at $5.

Facebook will remain the paid social media outlet priority for advertisers. However, for an additional option that complements the ROI-driven strategy of Facebook, Snapchat and Instagram represent methods focused on brand engagement and awareness. Of these two, Snapchat is the choice, especially for large brands, due to its wide reach with an ideal audience, intuitive interface, and instantaneous appeal.

The Complete SEO Checklist 2017

June 22, 2017 in Tips & Tricks

Google has more than 200 ranking factors, from domain issues to page-level factors to content length and beyond.

This SEO audit checklist gives a few pointers on how to beat the Google algorithm at its own game.

Domain History

If you’re purchasing a domain, you might want to check the history first. A site with a less-than-perfect background has the potential to negatively impact your SEO efforts. Before purchasing a new domain, check out its link profile, previous activity, and previous owners.

What’s a quick way to do this?

Visit Whibse.com to check the current state of the domain in question.

Then, go to HosterStats.com to check the domain’s ownership history, in addition to its hosting history and DNS history.

Majestic, Ahrefs, and SEMrush are additional tools that can help you check the domain’s link profile.

Domain Age

While John Mueller claims that the age of a domain doesn’t play much of a role in search rankings, Google actually does take age into account.

What’s a Cheap way to check the age of a domain?

If you’re curious as to how old a domain is, just go to godaddy.com/whois, type in the domain, and just like that it will spit out the age.

Exact Match Domain

At one time, having an exact match domain with the precise keyword was imperative for ranking purposes. But, according to an EMD update having an exact match isn’t all you’ll need. The update, which launched in 2012, is essentially a filter that prevents low quality sites from ranking just because their keywords matched their domain names.

There’s plenty of EMDs that reign in rankings, though. Take Cheapflights.com, for example. How do they do this? By being a non-spammy, legitimate company.

mobile SEO

Mobile Optimization

Making sure your site is optimized for mobile is one of the most important things you can do before unleashing it onto the web. Google checks for sites that are mobile-friendly, and will penalize those that are not.

What’s a quick-and-easy way to check for mobile optimization?

Visit Google’s Mobile Friendly Testing tool to check whether your site is mobile-friendly.

Duplicate Information

According to Google’s Matt Cutts, it’s better to have unique meta descriptions, or no meta descriptions at all, than having duplicate meta descriptions across your site pages.

Is there a way to check this?

Screaming Frog, a desktop program that crawls site links, images, and CSS, is a great way to check your site for duplicate meta info and titles.

Though following this list to a T is one preventative measure to avoiding SEO pitfalls, enlisting the help of search-engine specialists is the best way to optimize your efforts. The world of Google rankings is riddled with nuances that an SEO expert is best equipped can handle. However, it does help to make even these above minor changes to better your website’s visibility on the web.

Taktical Growth Hacks – Issue #42

June 20, 2017 in Tips & Tricks

Growth Hacks:

futurama meme

Increase Form Fill Outs by 31% With Psychology:

Truckers Report was able to increase their signups by putting “drop down” and checkbox form units at the top. By the time people got to the part where they have to give their name and email, they were already too deep to stop!

Why?

People start with easy fields (dropdowns, checkboxes) so that by the time they reach the hard field—email—the user thinks, “oh well I already started” (a known psychological phenomenon called “commitment and consistency” by Cialdini).

Get People to Watch More of Your YouTube Videos:

Here are instructions on how one guy increased his YouTube annotation CTR by 22,400% (from 0.2% to 45%) that resulted in millions of views.

1. Visit your 28-day analytics views report.

2. Find the most popular video.

3. Go to the Audience Retention tab of your analytics dashboard. Select that video.

4. Find the drop-off point (when you start losing views at an increasingly faster rate).

5. Add an annotation for your video 20 seconds before the drop-off point.

6. Make the annotation as large as you can without taking away from the main content.

7. Position the annotation on the lower right (~40% more clicks).

8. Write a 1-2 word CTA highly related to the current video.

Source: https://moz.com/ugc/5-step-youtube-optimization-that-generated-5-121-327-views

speedometer

Speed Up Your Website!

57% of mobile users will abandon your website if it takes more than 3 seconds to load.

Google will rank your website lower if it is too slow.

Use Google’s PageSpeed Insights and GTMetrix to learn what is slowing you down!

Source: https://blog.kissmetrics.com/loading-time/

In Depth Articles:

201 Powerful SEO Tips (That Actually Work)

How to Write Engaging Content About “Boring” Subject Matter