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2022 Local SEO Holiday Success: Essential Comforts in Leaner Times



Protect the Hours of Operation on Your GBP from Unwanted Google Edits

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Image credit: Stanley Zimny

I like nothing better than using this annual local SEO holiday column as a greeting card with messages of good cheer, great strategy, and healthy profit penned inside. With economists caroling “austere” and “scary” in their predictions for 2022’s 4th quarter shopping season, however, it’s not easy to be jolly. Doomsayers’ dirges have their point, but we’re in this together, and here’s my own ditty for courage, set to the chorus of Jingle Bells:

Local foot traffic is

Up now 20%

News is good in the neighborhood

If basics are your bent

Big brands (particularly those that trade in the trends of electronics) are not expecting a banner year for people buying new TVs or surveillance technology. Yet, if what your local business offers is help with basic needs and modest comforts, 2022’s holiday sales can be decent, if not a phenomenal spree. Let’s look at a solid strategy for stocking what folks want and communicating that you’re here to serve.

Food, warmth, wellness, and deals

The Peanuts Cartoon character Snoopy is shown wearing a stocking hat and warming himself at a cozy campfire.
Image credit: Michael Li

“Heat or eat” is the troubling slogan I’m hearing in multiple countries where economics have been allowed to create an artificial scarcity of energy resources on the back of a quite legitimate shortage of labor due to the pandemic. Until we all have our own nearby solar, wind and water power, we’ll continue to face fossil fuel-foolery that will eat up our paychecks and leave many in the cold this winter. All of us non-wealthy folk are feeling the pinch. We’ll be looking at the circle of our loved ones and deciding that instead of giving our favorite nephew electronics this winter, we will either pay part of his heating bill or knit him a very warm scarf.

A story I read recently in the Los Angeles Times sums this moment up well: a seller who previously dealt in luxury cosmetic gift baskets has altered his inventory to offer snack boxes. It makes sense in a time in which shoppers will be looking for ways to ensure that their friends and family have the necessary calories – not the curlicues – of life. This same vendor has also changed his marketing agency’s slogan from “we grow sales” to “we deliver peace of mind”.

2022 is the year to take a very close look at how much of your winter inventory and strategy can be rejigged to focus on food, warmth, wellness, and deals. Get a sense of the shopping season ahead from these eight points:

1. People are longing for health and strength

Fitness and gym membership sales are up as much as 20% as people try to become healthier to weather the extreme vagaries of recent modern life; gift cards that support wellness could do well.

2. Having enough to eat has become a major priority

The US food index increased 11.4% over the past year, with prices on some foods increasing by as much as 38%, meaning that gifts of food may be about as big of a luxury as many of your customers can afford to give this year. Could the brand you’re marketing partner with a local food producer for a selection of edible gifts?

3. Any source of warmth is cherished

Meanwhile, with utility bills off the charts around the world, items on lists like this one of how to stay warm without turning on the heater could make utilitarian items like layered clothing, warmer socks, thick hats, flannel robes, microwavable heat packs, hot water bottles, hot drinks, and soups attractive gifts for caring holiday shoppers. Skew your stock towards thoughtful essentials to be where your customers are this year.

4. Wise young folk are serious about de-consumption

It’s no accident that younger people are responding to the climate instability and energy catastrophe being created by the fossil fuel industry with the caring decision to reduce consumption. 50% of younger shoppers expect to buy more secondhand items as we close out the year. Assess whether re-stored, recycled, and thrift items could make up part of your inventory.

5. Reduced staff necessitates cutbacks and creativity

A challenge for local businesses in 2022 is the pattern we’ve been in since the pandemic began: labor shortages. If some staff are sick and others have quit to seek employment elsewhere, hours of operation may need to be cut. In that event, consider whether an after-hours kiosk outside the place of business could assist. If it’s honor-system based, you’ll need to trust that your community will pay for what they take. It could help you make a few additional sales in this extra challenging season.

6. Early shopping helps spread out purchases

Another trend that’s being widely-reported is of more than 1 in 10 customers shopping earlier this year. That’s a small percentage, of course, but it’s important to know that some of your customers could be trying to spread out their holiday purchases across the paychecks of multiple months, due to financial insecurity. This means that in-store and online features of holiday products could be helpful to some as early as the beginning of the 4th quarter.

7. Insecurity sometimes leads to splurging

I don’t have a statistic for this one, but I’m seeing talk around social media of some shoppers splurging in 2022 because they don’t know if they’ll be able to in 2023. I’m also noticing credit card offers ramping up. Anyone who grew up in the plastic-finance-fueled 80s can see the possibility of people spending what they don’t have as a way to comfort themselves and their loved ones, meaning some indulgent gifts may still sell well. I wouldn’t bet the house on this, though; it was noted that basic necessities were among the top sellers of the recent “Prime” day over at Amazon, with people buying diapers, toothpaste, and lunchboxes.

8. Deals are more welcome than any time in recent years

Finally, due to inflation and fears of recession, the majority of people are eager for deals and coupons, and local retailers may actually be in a good position to offer them this year. In 2021, one of the most significant challenges for nearly all businesses was shortages resulting from a very broken supply chain. While this issue persists in 2022, vendors in many industries are reporting a glut of inventory they need to move. In response, they are lowering prices and promoting coupons to catch the attention of shoppers who will be using the Internet over the next few months to find the best offers in town.

And that brings us to our strategic marketing checklist.

The Holiday Local Search Marketing Checklist

The Peanuts cartoon character Snoopy is shown dressed as a chef, ready to serve up food.
Image credit: Naotake Murayama

With your mindfully-curated inventory in place, you’re ready to serve up your offering to your community, and you have an absolute feast of options at your fingertips for getting the word out. Consider all of the following methodologies for promoting your local business this holiday shopping season:

✅ Website

Now is the time to be sure your website is offering maximum information in abundance:

  • Update hours of operation to reflect holiday hours.

  • Double check that store location info is correct in every place it is listed on the site, including headers/footers/side bars, contact pages, location landing pages, and about pages.

  • Highlight every possible contact methodology, including phone, text, chat, forms, messaging, social and email.

  • Highlight all fulfillment options, including in-store, buy-online-pick-up-in-store, curbside, home delivery, and shipping.

  • Don’t buy the hype that COVID is “over”; feature your safest protocols and requirements to serve the maximum number of people in your community, including elders and the immune compromised.

  • Audit all product landing pages to be sure that they are discoverable via site search and/or menu navigation and that shopping cart functionality is as simple as possible; to avoid cart abandonment, be up front about shipping/handling charges.

  • Create sitewide or page-specific banners for your best deals of the season (coupons, free shipping, discounts, etc.) as customers will be looking for the least expensive options more than usual this year.

  • Feature first and third-party reviews on key pages of the site (location or product landing pages) to let the public do the selling for you.

  • Highlight when items that need to be custom made or shipped must be ordered to reach recipients before a specified holiday date.

  • Highlight the greenest practices and most important community initiatives in which your local business is participating. Even in hard times, there is a growing trend of people shopping their values. Be sure to publicize if a percentage of your profits support local institutions like food banks, heat for elders, and other worthy causes.

  • Consider creating an essentials guide section of the website to showcase inventory that meets the goals of providing warmth, nourishment, and comfort. Depending on your industry, consider creating a re-stored/recycled guide, too, for younger shoppers.

✅ Google Business Profile and other local business listings

Full-featured listings will be the online doorway to your offline business, with Google Business Profiles driving as much as 70%-80% of leads:

  • Be sure fundamental contact information, holiday hours of operation, and branding are accurate across all business listings. Messy and time-consuming? Check out Moz Local for help across the board.

  • Retroactively respond to any reviews that have been ignored in Q3 and make a schedule for daily checks of incoming reviews over the next few months. Respond with empathetic solutions to cited problems and grow your reputation for customer service excellence. Do not incentivize requests for customers to remove negative reviews.

  • Integrate Pointy into your point-of-sales system if your inventory is made up of common, branded products, and be present in Google’s shopping platform which customers could be using this year like never before to compare prices. Remember that 2022 is the year in which Google confirmed that in-store product availability is a local visibility factor.

  • Photograph key lines of your inventory as well as the exterior and interior of your store, and upload these images to your listings. Don’t have time to do it all? Get started by photographing stock that meets the food-warmth-wellness-deals criteria.

  • Add your holiday-focused products to the Products section of your Google Business Profile.

  • Throughout the holiday shopping season, publish a variety of Google Posts featuring your inventory and special deals.

  • Pre-populate the Q&A section of your Google Business Profile with holiday-specific questions and answers such as “are you open on New Year’s Eve?” or “do you have candy canes?”

  • Speaking of Q&A, Google Messaging now allows you to enter ten questions for providing automated answers. If you have messaging turned on, this is a great opportunity to respond promptly to common queries about your holiday offerings, even when short-staffed. Nice to know that this feature can also include links to pages of your website for more information.

  • Video content just keeps getting more popular. Make a short holiday offers video and publish it to your listings.

  • Be sure listing menus reflect holiday-related services and inventory.

  • Look at the attribute section of your Google Business Profile, and add as many relevant signals (like Black-owned or wheelchair accessible) as possible.

  • Google has confoundingly removed COVID safety information from their listings just in time for the holiday flu season. If you know health and safety are a priority for your customers, consider adding your sanitary measures to the business description or Posts.

  • Google Business Profiles tend to steal the show, but in 2022, I would also recommend keeping a special eye on your listings on Nextdoor and Facebook.

✅ Social

Special thanks to my teammate, Senior Learning and Development Specialist Meghan Pahinui, for these timely and trending social media tips:

  • Regularly share hours of operation on social platforms whether you’re offering special holiday hours or not.

  • Share information about gift cards or gift certificates you offer along with how to purchase them.

  • Share any information about sales, specials, or promotions you’re running in-store.

  • Feature visual buying guides on platforms like Instagram or Twitter. For example, “gifts for dad” or “gifts for college students” which feature products you know are popular among those demographics.

  • Create product spotlights on TikTok. Ask employees what they would purchase as a gift or what their favorite menu item is in a short video.

  • Create “behind the scenes” videos for TikTok and Instagram which feature how a product is made or how your business prepares for the holidays.

  • Create a hashtag and post it near checkout or on bag inserts encouraging customers to share their purchases. Be sure to include that their posts may be featured on your own social media accounts as UGC.

  • Tweet to your followers asking them to share their recent purchases or meals. Be sure to interact with the posts and engage in conversation with your community.

  • Create fun photo-ops in stores with backdrops or merchandise displays. Place a sign near these photo-ops encouraging people to share their photos on social media to generate buzz and foot traffic for others wanting to participate. Be sure you’re following along online, as well, so you can engage with the posts.

  • Tweet to your followers asking what they are excited about for the holiday season and then reply with recommendations from your business. For example, someone may say they are excited to visit family and friends to which you may recommend travel accessories, games to play in a group, or gift cards they can purchase for those they are visiting.

✅ Real world

Small business owners are the backbone of the US economy. You are essential and heroic for keeping communities supplied over the past few years of extraordinary challenge, and your real-world efforts deserve recognition and huge praise. Here are a few activities that could bring more attention and customers your way.

Finally, remember that economists like all those I’ve linked to today, and marketing commentators like myself, are just regular people without any special powers over the future you are writing for your business. Predictions matter, but local business owners possess a hardihood and greatness that defies odds, again, and again, and again.

I want to close with the story of Yvon Choiunard, who set up a blacksmith’s shop in his parents’ chicken coop to forge pitons for mountain climbers, which he sold for $1.50 each in 1950s money. He wanted to work at a job he was excited about and that would let him and his staff go surfing when the waves were right. This holiday season, the 83-year-old Chouinard is giving away all the shares of his $3 billion company, Patagonia, to a climate action trust, declaring, “Earth is now our only shareholder.”

It’s the kind of story only a small business owner would be daring enough to write, and as we close out 2022 with eyes open and fingers crossed, I am wishing you Chouinardian grit, innovation, vision, and success.

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Profit More, Work Less: 4 Steps to Niching Down For Your Agency



Profit More, Work Less: 4 Steps to Niching Down For Your Agency

Profit More Work Less 4 Steps to Niching Down For

Ever wonder what the most successful agencies did differently than everyone else?

Was it luck, skill, hard work, the industry they chose, or something else?

Through my consulting work at Revenue Boost, I’ve worked with and taught over 400+ agencies how to scale their business.

From this, I’ve seen consistent patterns & traits in the ones who grow effortlessly…

Versus the ones who stay stuck for years – no matter how hard they work.

One key difference in approach stuck out to me.

I’ll illustrate what this one difference was with a story.

Once upon a time…

Two marketers graduated from business school with big plans to start their own agency. 

Ready to conquer the world, they started cold calling, cold emailing, and doing everything under the sun to get clients.

And although they had the SAME levels of work ethic and talent…

One of them now has an 8-figure agency.

The other one of them is still freelancing odd jobs, barely making ends meet.

What did the successful one do differently?

He took a big risk and started turning down clients and projects.

Instead of offering everything to everyone, like most agency owners…

And being a jack of all trades but a master of none…

He decided only to serve Plumbers and be the best dang’ plumbing marketer on the planet.

With a goal to make their pipeline fuller than a broken toilet pipe.

1716128762 859 Profit More Work Less 4 Steps to Niching Down For1716128762 859 Profit More Work Less 4 Steps to Niching Down For

He mastered the art of niching down and realized it would be easier to be the biggest fish in a small pond.

And you should too – and in this article, you’ll learn exactly how to define your own niche.

Now it may seem scary to turn down clients…and it may feel like you’re limiting yourself by focusing on only one client-type.

But it’s exactly the opposite. You’re actually limiting yourself by being everything for everybody.

Niching Down Can Help 2x-3x Your Revenues

One of my clients Lauren ran a digital agency offering everything under the sun.

Social media, paid ads, web dev, SEO, and she offered it to clients from many different industries.

Because of this, her agency stayed stuck at $25,000 a month and she couldn’t break through.

On top of that, she and her team worked so much harder than they had to and operations were messy.

Every client needed different things, required customization, and nothing was standardized.

We sat together to audit all her past clients, and we found that Medical practices were her best clients.

They were easy to sell, stayed the longest, and gave her the least amount of headaches and complaints.

So, she changed her entire business model to ONLY service this industry.

Then, she developed a standardized offer for that industry, rather than customizing everything.

One offer, to one target market. Afterwards, she started cold emailing businesses in her niche with her new offer.

The Results?

 She 2X’d her revenues and grew to $52,000 in monthly revenue in not even four months time.

All from making one simple shift. One decision that can make everything easier, and you can do the same.

See, most agency owners and marketers start out with one or two clients, and then they get referred new clients from various industries.

Before they know it, they’re marketing everything for everyone and have NO idea who their ideal client is.

The Problem with Running a Business This Way Is That It Becomes Impossible to Scale.

Every single new client requires a ton of research, thought, and brainpower.

1716128762 609 Profit More Work Less 4 Steps to Niching Down For1716128762 609 Profit More Work Less 4 Steps to Niching Down For

Because each new client has different needs, it leads to having no standardized processes and systems.

Which keeps the founder stuck in the business and unable to hire a team.

The other problem that arises is acquisition.

There are hundreds of thousands of agencies on the planet, and it’s really hard to stand out.

UNLESS you specialize.

When you specialize in a niche – let’s say, SEO for plumbers…

Then you aren’t competing with every other agency on the planet. You don’t look and sound just like them anymore.

Now, you’ve created your own tiny pond in which you can be a big fish.

There are way fewer agencies that specialize in plumbers or SEO, let alone both. So, you’ve eliminated the competition with one decision.

If a plumber was looking at two agencies – one that was a general digital agency and one that specializes in helping plumbers…

They almost always choose the agency that specializes in their industry and has testimonials from people just like them.

Not to mention, it’s easier to market when you have a clear niche in mind.

You know who you’re writing your content for…

You know who to send emails and social media DMs too…

You know exactly who to target in your ads….

You know what podcasts you should get booked on

And so on and so on.

Plus, you can charge whatever prices you want. Because you aren’t compared to the hundreds of thousands of agencies out there – you have a unique offer now.

Committing to one niche makes marketing easier, it makes selling easier, and it makes scaling easier.

You only have to be good at doing 1 thing for 1 person, and you can build systems and processes around it. This way, you can hire a team to take it over and be able to work less.

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Now how do you do it? What if you don’t know who your ideal client is?

Step 1: Audit Your Current + Past Client List.

Write down every single client you’ve ever served, and group them by niche. Industry, location, size and so on.

Once you group them together, one niche might stick out for you already as your favorite type of client.

If it doesn’t, use my 7-Point checklist and rank each niche on a 1-5 scale.

These 7 criteria points are what makes a great niche.

#1 – Total Addressable Market:

How many businesses are in this market? Is it large enough to support your bigger goals? Is the market shrinking or growing? Make sure the niche is big enough for you and that it’s not declining.

#2 – Purchasing Power

Is this market (or at least a segment of it) able to afford what you want to charge?

Think back to if you’ve received a lot of pricing objections when you’ve sold to these people in the past.

#3 – Lifetime Value

How long did these clients stay? Were they one-and-done projects or did they stay with me for eternity?

The bigger the life-time value, the more money and time you can spend to acquire a client.

If the niche typically churns in a few months or only works with you for quick, one-off projects…

Then you’ll have to spend so much energy on sales and marketing to keep the business alive.

#4 – Strong Need & Pain

Does this market have an important problem to solve, one that they have to fix? Or, is what you sell just a “nice to have”?

If the latter, it’s going to be very hard to get clients.

If they can’t live without your solution, then getting clients will be a breeze.

#5 – Desire to Solve that Pain

It’s one thing for a market to have a problem, but they must also have a desire to solve that problem.

Even if they have the need that you fulfill, that’s not enough – they also have to care about fulfilling that need.

#6 – Easy to Reach

Is the market fairly easy to find online? Can you reach them via most advertising platforms and social channels? Are their groups and communities online?

If you’re targeting businesses that are hard to reach online, you’re creating one extra barrier to your success.

Step 2: Choose 1 Niche After Ranking Each of Your Past Clients.

1716128763 995 Profit More Work Less 4 Steps to Niching Down For1716128763 995 Profit More Work Less 4 Steps to Niching Down For

Tally up all the rankings and pick the 1 with the highest score.

Don’t worry about making the wrong decision.

Consider this an experiment.

You aren’t married to your new niche, you can always change back in a few months if it doesn’t work out.

Step 3: Create a Pre-Packaged Offer for Your New Niche

The whole point of niching down is to create more focus and simplicity in your business

Part of this is about WHO you sell, part of this is about WHAT you sell them.

Start out by choosing 1 problem to solve for them, and 1 solution to that problem.

List out what the deliverables will be and what you want to charge.

Keep it simple! You can build upon this later.

Step 4: Test the Waters and Go Land 5 New Clients.

Before you make any drastic changes to your business, such as letting go of clients, changing your branding and website…

Test the waters first, and verify if this new niche is the direction you want to go.

Go land another 5 clients or so, and that’ll be enough to identify if these are really our ideal clients or not.

You might think they are at first but you’ll know for sure once you serve more of them.

Wrapping Up…

You know now the problems of being a jack-of-all-trades with no clear focus.

Every new client is a ton of work and requires customization…

And getting new clients is difficult because there’s nothing that stands out about your agency. You’ll look and sound like everyone else.

This means when you do niche down, and sell 1 offer to 1 target market…

Your workload will decrease. Each new client will be easier to serve than the previous one.

You’ll become world-class at helping your clients from all the focused repetition

You’ll quickly develop a reputation and become a big fish in a small pond.

In every way, it’ll become easier to grow, scale, attract, and retain clients.

Plus, you’ll have more fun and the business will be simpler & easier to run.

And with this knowledge…

You’ve learned the 5 simple steps to niching down.


Time to get to work!

Put this into practice and watch it transform your business.

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Unlocking AMC Insights Series: Leveraging Media Overlap Analysis for Enhanced Conversions



AMC Media Mix


By Tinuiti Team

In today’s data-driven marketing landscape, the ability to ask the right questions is paramount. Amazon Marketing Cloud (AMC) emerges as the magic 8-ball of advertising solutions, offering advertisers a robust platform for precise analytics and strategic decision-making. If you’re new to AMC, it’s a secure, privacy-friendly, dedicated cloud-based measurement and analytics solution introduced in 2021.

Understanding the Value of Amazon Marketing Cloud

Built on Amazon Web Services (AWS), AMC provides a flexible environment that empowers advertisers with customizable reporting capabilities based on event-level data across various data sets. These data sets can encompass both advertiser data and Amazon Advertising data, granting advertisers a comprehensive view of campaign performance. In essence, AMC equips advertisers with transparent, cross-channel data essential for making informed marketing decisions, a necessity in today’s marketing landscape.

For a comprehensive understanding of AMC basics, Tinuiti’s AMC overview provides all the essential information about the Amazon Marketing Cloud.

This article marks the first of a 3-part series where we dive into specific AMC use cases. In this installment, we focus on the Media Overlap analysis, guiding you through utilizing this report to address critical business questions, pinpoint key metrics, and strategically apply derived insights.

What is the Media Overlap Analysis? 

The Media Overlap analysis determines the collective impact of Amazon ads and isolates the incremental impact of a specific media type. The metrics provided by this report analyze reach and performance across a full-funnel strategy, including DSP Display, Streaming TV, and Sponsored Ads. 

To utilize this report, it is required to have data from at least two of the aforementioned ad types in a single AMC instance. The same products must be advertised in each ad type, and each ad product must have been running for at least one week during the same time period. It is recommended to wait 14 days after the query’s end date to use this analysis to capture all conversions due to Amazon’s 14-day attribution window. This use case is designed to help answer business questions surrounding how to best leverage the array of Amazon Ad products.

Here are a few examples of the types of questions the Media Overlap analysis addresses:

  • When shoppers are exposed to any combination of Display, Streaming TV, Sponsored Ads, what is the impact on conversion rates?
  • What impact does each ad type have on conversion beyond ROAS or last-touch attribution?
  • What is the average order value when shoppers are exposed to a combination of ad types?

The following metrics tend to be the most useful in addressing the business questions above:

  • Purchase rate: Percentage of unique users who purchased at least one time compared to unique users reached
  • Reach: Number of unique users reached
  • Users that purchased: Number of unique users who purchased at least one time.
  • Purchases: Number of times any amount of a promoted product or products are included in a purchase event. Purchase events include video rentals and new Subscribe & Save subscriptions.
  • Order value: Total amount resulting from a single purchase event

Below is a sample case study used to address the following question: When shoppers are exposed to any combination of Display, Streaming TV, Sponsored Ads, what is the impact on conversion rates?

Here is an example of a what a finalized report looks like: 

Top 7 Media Type Mixes based on Purchase Volume (CE Advertiser) 

Unlocking AMC Insights Series Leveraging Media Overlap Analysis for Enhanced

To answer the original question, the key metric to review here is the Prospective Purchase Rate (PPR). When exposed to fewer than three ad types, the PPR is significantly lower. However, when exposed to three or more ad types, the PPR increases. For users who were exposed to Sponsored Display (SD), Sponsored Products (SP), Demand Side Platform (DSP), and Sponsored Brands (SB) ads, the PPR was 8.19%, demonstrating the correlation between the number of ad types shoppers were exposed to and an increased Prospective Purchase Rate.

As a result of these findings, two prominent potential opportunities to improve performance emerge:

  1. Continuing to invest, or increasing investments, in DSP and video as they are key drivers in a user’s path to conversion. The advertiser should diversify their media mix with these ad products.
  2. Due to the correlation between Sponsored Products ads in combination with other ad products and higher conversion rates, there is an additional opportunity to build an AMC audience retargeting SP clickers. This will ensure advertisers are capitalizing on shoppers moving through the lower to upper funnel in their shopping journey.

AMC’s Media Overlap Analysis: Key Takeaways and Next Steps for Enhanced Conversions

AMC’s Media Overlap analysis highlights the impact of middle and upper funnel ads on conversion rates. Tinuiti’s teams observe many brands prioritizing Sponsored Products due to their perceived low risk and high returns under Amazon’s last-touch attribution model. However, this approach overlooks the influence of other ad types. Data from this analysis underscores the effectiveness of a holistic strategy. While a Sponsored Products ad may lead to a sale, it doesn’t consider other ad exposures that shape purchase decisions. The Overlap analysis underscores the value of a full-funnel strategy and the impact of DSP media on overall performance. Advertisers should consider adjusting budget allocations to DSP and streaming video based on these insights.

Furthermore, a full-funnel strategy can drive higher average order value.

The average order value significantly increases when exposed to a media mix of three or more ad types. While each advertiser should analyze their own business, Tinuiti consistently observes that users exposed to a greater number of ad products typically correlate with higher conversion rates and higher order values.

The Media Overlap analysis is part of the Instructional Query Library (IQL), which offers pre-built templates by Amazon to get started with the basics. If you’re seeking deeper insights with the guidance of experts who understand AMC’s unique landscape, reach out to Tinuiti today.

Liked this article? Don’t miss Part 2 of our AMC use case series on Tinuiti’s blog next month!

This post was authored by Averie Lynch, Specialist of Strategic Services at Tinuiti.

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Introducing Variation Generator for Web Experimentation



Introducing Variation Generator for Web Experimentation

If you attended Opticon ’23, you saw first-hand how Optimizely has been investing in AI. Optimizely introduced Opal, an AI assistant designed to accelerate the entire marketing lifecycle. Opal is ever-present across Optimizely One, providing generative AI, smart insights, and recommendations to transform how our customers create, test and personalize digital experiences.

Now, our latest AI capability is here: Variation Generator. Available for all Web Experimentation customers, Variation Generator helps experiment authors expedite the ideation and creation of test variations.

What does it do?

Variation Generator leverages generative artificial intelligence to create a list of phrasing suggestions based on a site’s text elements like headlines, product descriptions, or call-to-action (CTA) wording, ultimately making it easier and faster for experimenters to plan multiple variations for their tests, which can be quite time-consuming.

Who is it for?

Based on our research, around 30% of experiments include text changes. So, experiment authors like optimization managers or digital marketers are spending a lot of time ideating/brainstorming multiple versions of the original copy to decide which should be tested. Variation Generator empowers users to add more variations in an experiment, which we strongly suggest after our Experimentation Benchmark research found that experiments with more variations (4+) tend to see higher win rates and return higher uplifts on the metrics tracked.

Cool…but generative AI is popping up everywhere, why does it matter here?

  1. Directly embedded into our UI: No separate tools or tabs to click out to…No typing out a prompt to a chatbot…just click the text element you want suggestions for, and click “generate.” All interaction stays within our Visual Editor.
  2. Reduce time and effort in variation ideation: Shorten the time it takes to come up with new experiment variations, allowing experiment authors to get more time back into their day.
  3. Optimize each variation in an experiment: Variation Generator provides unbiased and creative alternatives to experiment authors so they can make sure that each variation is different enough to avoid duplicative messaging, yet effective enough captures visitors’ attention.
  4. Increase a test’s chances of winning: Our Benchmark research shows that experiments with 4+ variations are ~90% more likely to win than experiments with just 2 variations. Variation Generator helps experiment authors create more variations, leading to higher lifts.
  5. Fine-tune brand positioning: Improve existing headlines, product descriptions, CTA buttons, and more, ensuring a consistent and impactful brand message across digital properties.

Increase a test’s chances of winning

This outcome is important enough to highlight a second time. Mentioned earlier, we know from our Experimentation Benchmark research that tests with more variations (4+) are more likely to produce a winning (statistically significant) result versus a traditional A/B test that pits a baseline (original version) against a single variation. Variation Generator can help experiment authors get into the habit of testing more variations and producing more winning results.

Future enhancements

Optimizely is committed to continuous innovation and improvement. Potential enhancements for Variation Generator include generating suggestions for other content types like images, icons, HTML, and CSS, as well as giving users more control over output fine-tuning, such as adjusting length, tone, and other fields.

At the end of the day…

Optimizely’s Variation Generator is a simple yet powerful feature that empowers experiment authors to create more effective and winning experiments. By harnessing the power of artificial intelligence, this feature saves time, optimizes variations, and fine-tunes brand positioning, ultimately leading to better results, stronger brand presence, and an effortless workflow.

Want more info? If you’re an existing customer, ask your account manager about Variation Generator, and if you’re a future customer, contact us to learn more.

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