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3 Connections Between Paid Search and CRO

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While being with Hanapin (now Brainlabs!) for five and a half years, I can honestly say that I love my career. Recently, I began a transition between roles within the company going from a Paid Search Account Manager to a CRO (Conversion Rate Optimization) Manager. This was brought on by really gaining an understanding of the connection between Paid Search and CRO and wanting to focus more on the CRO side of things after the paid click happens. With that being said, it’s been such a great experience being able to dive into my new role with the knowledge I have gained over the last 5 and a half years.

In this post, I want to walk through three valuable connections between the two roles. They truly go hand-and-hand and when utilizing both, you can have a solid strategy and really make the most of the user experience from the initial search to the time a user completes a purchase or fills out a lead form on your site.

Let’s jump right into it!

Congruency is Key

This has been the most apparent during my transition and something that may be apparent to those who have no experience in CRO or in Paid Search. From the time a user first interacts with your brand (first impression, if you will) to the moment they make the decision to purchase or submit a form, you should be speaking the same language throughout the path. If not, it can quickly lead to confusion, hesitation, and ultimately, users bouncing. Take the following two examples;

Example 1:

ad congruency example 1

Example 2:

ad congruency example 2

In both examples, I’m sure you can decide which user experience makes more sense. The second.

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The goal is to ensure that what the user searches for is mimicked in the ad copy and also the landing page. This ensures that the user is met with exactly what they need, eliminating any additional steps.

Audiences Matter

There is also a valuable connection between paid search audiences and CRO. Understanding the audience that’s being sent to a website gives insight into how a site would be best structured and how it should function to meet that audience’s needs. If you have an apartment complex that rents to those who are 65 or older, your site needs to align with that. If a paid search landing page for that apartment complex focuses on workout facilities, party rooms, and transportation to the nearest college, it’s not speaking to the audience. However, if the landing page lists amenities like elevators, a lounge, handicap accessibility, and so forth, you have a better chance of connecting with the audience.

Google Analytics is Everyone’s Friend

When it comes to Google Analytics (GA), there are many insights that can be gained and utilized for both paid search and CRO. Such as;

  • Audiences: In GA, we can learn about our audiences. This will help us determine which audiences to optimize toward via paid search but also give us insights into how our landing pages should behave and look. Below you will see in-market segments that are sorted by users. Those who are in-market for “Hotel Accommodations” were the largest in-market audience visiting the site next to “Air Travel”. Therefore, it might make sense to target audiences who are in-market for hotels and air travel via paid search, as opposed to maybe those who are in-market for say, a cruise.
ga-in-market-segments
  • Technology: GA also has some Technology reports that are useful for both paid search and CRO. Knowing what devices users predominantly use is super helpful for an Account Manager because it can give insights on how to bid based on the device. This is also useful for a CRO Manager because CRO tests can be designed to test a browser in a specific device. For example, if 80% of a brand’s site users utilize iOS, it would not make sense to create a CRO test and focus on the results from Android users.
ga-technology-reports

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How to Build a Successful Remote Freelance Team for Your Business

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How to Build a Successful Remote Freelance Team for Your Business


More and more businesses are hiring freelance talent and consultants instead of hiring full-time employees. It’s not just that many millennials are unwilling to work a traditional 9-to-5 office job. It’s also that freelancing offers many advantages. Freelancers are more affordable for the businesses hiring them, and they also tend to be more productive.

If you run a company that hires and manages a large number of freelancers, and you are just trying to keep things running smoothly nowadays when everything is online, it’s obvious how important it is to be well-organized in order to better categorize and track large amounts of data and information you receive on a daily basis. As a result, putting in place a creative resource management system might be an ideal solution for you.

These systems ensure that your freelancer database is always current, while custom filters enable you to easily categorize your contractors and quickly locate the ideal creative resources. All of this will fundamentally alter the way you interact with your freelance workforce, making them realize that they are a valuable member of your team.

Determine Which Duties You Will Delegate

Even though many organizations think that freelancing services are only for design or software development, there are plenty of opportunities for other roles you can delegate to contractors. You may find that online businesses can take less time in between tasks and are more flexible than traditional, brick-and-mortar businesses. They can also be run by highly skilled freelancers working from home.

Explore alternative solutions. Could you hire a virtual assistant for administrative or bookkeeping tasks? You could look around your organization and see how many people are carrying too much work. For example, a pool of freelance copywriters could help your marketing manager to lighten their workload by taking over the copywriting assignments.

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Create a Procedure for Recruitment

You should plan an onboarding process that makes sure new freelancers understand how their work fits into the bigger picture. Introduce them to the employees with whom they will work, and ensure that everyone who needs to communicate is familiar with all of the tools and processes involved.

Onboarding is the process of ensuring that new hires are ready to work as productive members of your team right away. To get everyone on the same page about your business’s goals and mission, you’ll want to have a consistent and efficient onboarding procedure in place. Treating your freelance workforce the same way you treat your in-house team, will keep things running smoothly, allowing you to achieve your goals.

Include Freelancers in Your Company Culture

You may be wondering why including freelancers in your company culture is necessary, especially if you don’t know how long you’ll collaborate with them. But freelancers who feel like true members of the team are more likely to produce higher-quality work. So, simple efforts like maintaining open communication can result in better project outcomes.

You Must Believe in Your Team

To have a successful remote team, you must have faith in your teammates’ capacity to execute and deliver results. Trust, including trust in your decision-making abilities, will lead to your team’s happiness and success. If you’re measuring employee productivity by hours worked or time spent online, you’re probably wasting your time and energy. Rather than focusing on the amount of time spent online, it’s better to focus on performance and communication skills.

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Provide Feedback Opportunities

Providing feedback within a team can be tricky, but fostering safe channels and routines for doing so is an ideal way of keeping everyone on track. To keep communication lines open, you will want to make an effort to ask questions and give feedback frequently in an environment where it’s more difficult to do this in person. Exchanging honest, professional, and unbiased feedback can help you learn a lot. Identify employee issues early, work together toward solutions, and create a better workplace.

Demonstrate Your Appreciation for Your Team

By showing that you value an employee, freelancer, or consultant’s work, you will increase their commitment to your company. You can reimburse freelancers for the time they spend familiarizing themselves with your internal documentation, a new system, etc., by offering training or additional compensation. As an employer, it’s important to treat your freelancers with respect.  

Final Words

If you don’t have a well-structured system in place for managing a remote team, it could be more difficult to keep everyone on the same page. It may be helpful to keep in mind the time difference when you delegate tasks. Think about what will work best for everyone so you can reach your goal of a speedy turnaround. You can build a talented, cohesive team no matter where the team members are working from.



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Taboola automates personalized homepages

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Taboola automates personalized homepages


The new Homepage For You offering announced by native advertising and discovery platform Taboola will use AI to automate the curation of relevant and personalized content on websites’ homepages. The automated surfacing of content likely to engage readers will complement editors’ existing ability to curate homepage experiences.

Among publishers already using the solution are McClatchy and The Independent. Beta testing showed a 30-50% increase in CTR with use of the tool. The dataset on which recommendations are based includes some 500 million daily active users.

Why we care. Adam Singolda, CEO and founder, said in a release: “If you open up a social media app, you are greeted with content you really want to see. For publishers, the most loyal readers are those who visit a homepage directly and look for editors to tell them what’s important for them to know.”

This is a telling argument. Social media channels like Instagram, TikTok and YouTube present personalized, curated experience the moment they are opened based on the user’s previous behavior. A solution like Taboola’s should take publishers in the direction of being able to compete — although many publishers will still want to strike a balance between editorial content and native advertising.


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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How to Develop Brand Architecture

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How to Develop Brand Architecture


Just like every building needs a foundation, every business needs brand architecture. It’s the structure that allows you to organize your offerings, develop a brand identity, and gain brand equity.

(more…)

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