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What is Retargeting Marketing?

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What is Retargeting Marketing?

Did you know that 97% of your website’s first-time visitors leave (without purchasing!) to never return? I know, that’s a huge number.

The reason for that is they want to get to know you first before purchasing. However, in the process of getting to know you, they could get distracted and end up just leaving to never come back.

Let’s say they were looking for Christmas lights and they end up on your website. Then as they are looking around, they get a phone call from work. They close your website.

There’s a good chance that is your last time to see them.

Did you know that there is a way to bring them back? In this blog post, you will learn all about retargeting marketing.

  1. What is retargeting marketing?
  2. Platforms to use for retargeting
  3. Effective retargeting strategies
  4. Key takeaway

What is retargeting marketing?

Retargeting marketing—or simply, retargeting—is the practice of using personalized ads to remind your past visitors to return to your website and check out your products and services or to complete their purchase.

According to LinkedIn, only 2% of visitors convert on their first visit to a website. By retargeting those who visited your website then left without purchasing, you entice them into coming back to your website and convert.

For example, let’s say the person looking for Christmas lights earlier (let’s call them Alex) got a phone call from work and closed your website. If your company invests on retargeting marketing, they would be seeing ads of those Christmas lights even on other websites. That means they get to be more familiar with the brand and product of your company until they decide to check out your website again and eventually make a purchase.

Thing is, 49% of consumers need to visit your website 2-4 times before purchasing anything from you. So if they aren’t coming back after that initial visit, how will they make that purchase?

How effective is it? A 2018 statistic says that leads who see your retargeted ads are 70% more likely to convert. And not just that, but those who abandon their carts are also more likely to come back and complete their purchase, with conversion rates rising to 26% from a measly 8% from non-retargeted leads.

Retargeting also has been found to increase branded search results by at least 500% and deliver a 700% increase in website visitors “due to improved ad exposure.”

What is the difference between retargeting and remarketing?

Yes, retargeting and remarketing are two different strategies.

Retargeting is when you “target” a customer based on their activity (and cookies) by showing them your ads even after they leave your website. If you’ve ever felt like you’ve been “followed” by a certain brand or product that you’ve Googled once, that’s retargeting at work.

Remarketing is when you collect the information of your leads so you can send them sales and marketing emails. For example, check your “Promotions” tab in your email. You’ll see there are a couple of offers from various companies you’ve purchased from or signed up for before.

How does retargeting marketing work?

When your leads enter your website, they leave cookies. According to Google, “Cookies are files created by websites you visit. They make your online experience easier by saving browsing information.” Cookies basically give you the personalized experience you have on the internet.

There are two kinds of cookies: first-party and third-party cookies.

The difference is that first-party cookies are the ones created by the site you’ve visiting. For example, if you sign in to my podcast website, The Leadership Stack Podcast, you can keep yourself signed in there because the site has created cookies.

Third-party cookies are created by other sites. For example, here’s the homepage of CNN:

CNN homepage

(I visited ReadyCloud to get statistics on retargeting, now I’m seeing their ad!)

To display their ads, third-party cookies are essential. What happens is that advertisers are using your first-party cookies with third-party cookies so they can retarget you even as you leave their website.

The interesting part is that support for third-party cookies were announced to be removed by Google by 2023. I won’t get into the alternatives here, but you can read this extremely useful blog post by Mateusz Rumiński on how retargeting will work without third party cookies.

When should you use a retargeting marketing campaign?

Simple—you use a retargeting campaign when you want your leads to come back to your website.

Whether it’s because they haven’t purchased anything yet, they abandoned their cart, or you have new products or bestsellers you think would catch their eye (and again, lead them back to your website), you should be retargeting your leads.

Platforms to use for retargeting

There are three major platforms that you can use to retarget your leads and bring them back to your website.

Google Display Network

Google Display Network has a massive reach, so using this platform would be essential in successfully retargeting your leads.

Google Display Network

Image from WordStream

To use this platform for retargeting, what you need to do is to add a “pixel” or “tag” to your website for your visitors to get added to your retargeting audience through browser cookies.

Through the Google Display Network, you can show your past visitors ads as they visit the different Google partner sites. You can also create various lists for your leads so your retargeting campaigns will be more personalized and relevant.

Meta (Facebook)

We have all been followed by ads even on our social media accounts like Facebook and Instagram. That is because Facebook also allows retargeting campaigns on its platform.

Facebook Retargeting

Same with Google, you just need to install a Facebook pixel that will enable you to track your visitors and their actions as they engage with your brand. You can also create lists for your leads so your campaigns can get more personal.

LinkedIn

Last but not the least, you can use LinkedIn for your retargeting campaigns as well.

LinkedIn Retargeting

To use this platform, you need to install their LinkedIn Insight Tag to your website so you can retarget them using ads on LinkedIn. They also have demographic segments for more personalized retargeting marketing campaigns.

Effective retargeting strategies

Retargeting marketing, like any kind of marketing, also needs strategy to be effective. And as always, personalization is the name of the game.

Segment your audience

I cannot stress this enough. Audience segmentation is one of the main things you should be doing, whether it’s remarketing or retargeting. When you segment your audience, you are able to give them more relevant and personalized ads.

You can segment your audience by behavior, intent, or demographic. Then you can show them ads that are relevant to the lists you’re putting them in.

For example, you can show an ad to your past visitors who viewed your Christmas decorations but left before engaging anything. The ad you will be showing them will be different to those who added the decorations to their carts but left without purchasing, or those who are looking at non-Christmas-themed decorations instead.

Choose the right platform

The next question is, where is your target audience hanging out?

If your past visitors (whom you’ve segmented) prefer LinkedIn over Facebook, then it would not make much sense to invest on retargeting campaigns in Facebook. If they have no social media accounts, then Google Display Network would be the best platform for you to use.

This is why understanding your audience is a big deal. You don’t want to waste money creating retargeting campaigns that they won’t be seeing anyway.

Another reason is that although 30% of recipients of targeted ads react positively to being targeted, bombarding your audience with targeted ads can seem… creepy, that’s why there are calls to ban targeted ads. So make sure you don’t overstep your boundaries. Remember, you still want to give your customers a good experience with your brand, and the goal is to entice them to come back, not to scare them away.

Have easily recognizable and pleasing ads

Your retargeting marketing campaigns will be useless if your ads look generic. Make sure your leads know it’s you at first glance, and make sure they look good.

You can opt to A/B test your ads as well. A/B testing is when you change certain aspects of your ad or email such as copy, titles, or graphics to gauge what works well with your audience. By knowing what your audience prefers, you get to run better, more effective retargeting campaigns.

Use tools for retargeting marketing

You can also opt to use tools for your retargeting marketing campaigns. One such tool you can use is AnyTrack. As we’ve mentioned before, “AnyTrack is a conversion tracking platform that consolidates all of your conversion data from your website, whether it’s organic, paid, or direct, and sends it over to the marketing and analytics platform that you use. All of these using a single line of code only.”

AnyTrack

This means that whatever your visitors do on your website, you get to know about it and you can make retargeting campaigns based on their behavior. You can sign up using my referral link here.

Key takeaway

Letting your past visitors leave without engaging your site and converting is a huge mistake. Running retargeting marketing campaigns is one of the most effective ways you can bring them back to your site, so it’s integral to do it and to do it right. There are strategies, platforms, and tools you can use to successfully convert your past visitors, so make sure you learn them and utilize them.

Did this guide help you? Let me know by commenting below!


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AI Content Detection Software: Can They Detect ChatGPT?

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AI Content Detection Software: Can They Detect ChatGPT?

We live in an age when AI technologies are booming, and the world has been taken by storm with the introduction of ChatGPT.

ChatGPT is capable of accomplishing a wide range of tasks, but one that it does particularly well is writing articles. And while there are many obvious benefits to this, it also presents a number of challenges.

In my opinion, the biggest hurdle that AI-generated written content poses for the publishing industry is the spread of misinformation.

ChatGPT, or any other AI tool, may generate articles that may contain factual errors or are just flat-out incorrect.

Imagine someone who has no expertise in medicine starting a medical blog and using ChatGPT to write content for their articles.

Their content may contain errors that can only be identified by professional doctors. And if that blog content starts spreading over social media, or maybe even ranks in Search, it could cause harm to people who read it and take erroneous medical advice.

Another potential challenge ChatGPT poses is how students might leverage it within their written work.

If one can write an essay just by running a prompt (and without having to do any actual work), that greatly diminishes the quality of education – as learning about a subject and expressing your own ideas is key to essay writing.

Even before the introduction of ChatGPT, many publishers were already generating content using AI. And while some honestly disclose it, others may not.

Also, Google recently changed its wording regarding AI-generated content, so that it is not necessarily against the company’s guidelines.

Image from Twitter, November 2022

This is why I decided to try out existing tools to understand where the tech industry is when it comes to detecting content generated by ChatGPT, or AI generally.

I ran the following prompts in ChatGPT to generate written content and then ran those answers through different detection tools.

  • “What is local SEO? Why it is important? Best practices of Local SEO.”
  • “Write an essay about Napoleon Bonaparte invasion of Egypt.”
  • “What are the main differences between iPhone and Samsung galaxy?”

Here is how each tool performed.

1. Writer.com

For the first prompt’s answer, Writer.com fails, identifying ChatGPT’s content as 94% human-generated.

Writer.com resultsScreenshot from writer.com, January 2023

For the second prompt, it worked and detected it as AI-written content.

Writer.com test resultScreenshot from writer.com, January 2023

For the third prompt, it failed again.

Sample ResultScreenshot from writer.com, January 2023

However, when I tested real human-written text, Writer.com did identify it as 100% human-generated very accurately.

2. Copyleaks

Copyleaks did a great job in detecting all three prompts as AI-written.

Sample ResultScreenshot from Copyleaks, January 2023

3. Contentatscale.ai

Contentatscale.ai did a great job in detecting all three prompts as AI-written, even though the first prompt, it gave a 21% human score.

Contentscale.aiScreenshot from Contentscale.ai, January 2023

4. Originality.ai

Originality.ai did a great job on all three prompts, accurately detecting them as AI-written.

Also, when I checked with real human-written text, it did identify it as 100% human-generated, which is essential.

Originality.aiScreenshot from Originality.ai, January 2023

You will notice that Originality.ai doesn’t detect any plagiarism issues. This may change in the future.

Over time, people will use the same prompts to generate AI-written content, likely resulting in a number of very similar answers. When these articles are published, they will then be detected by plagiarism tools.

5. GPTZero

This non-commercial tool was built by Edward Tian, and specifically designed to detect ChatGPT-generated articles. And it did just that for all three prompts, recognizing them as AI-generated.

GPTZeroScreenshot from GPTZero, January 2023

Unlike other tools, it gives a more detailed analysis of detected issues, such as sentence-by-sentence analyses.

sentence by sentence text perplexityScreenshot from GPTZero, January 2023

OpenAI’s AI Text Classifier

And finally, let’s see how OpenAi detects its own generated answers.

For the 1st and 3rd prompts, it detected that there is an AI involved by classifying it as “possibly-AI generated”.

AI Text Classifier. Likely AI-generatedAI Text Classifier. Likely AI-generated

But surprisingly, it failed for the 2nd prompt and classified that as “unlikely AI-generated.” I did play with different prompts and found that, as of the moment, when checking it, few of the above tools detect AI content with higher accuracy than OpenAi’s own tool.

AI Text Classifier. Unlikely AI-generatedAI Text Classifier. Unlikely AI-generated

As of the time of this check, they had released it a day before. I think in the future, they will fine tune it, and it will work much better.

Conclusion

Current AI content generation tools are in good shape and are able to detect ChatGPT-generated content (with varying degrees of success).

It is still possible for someone to generate copy via ChatGPT and then paraphrase that to make it undetectable, but that might require almost as much work as writing from scratch – so the benefits aren’t as immediate.

If you think about ranking an article in Google written by ChatGPT, consider for a moment: If the tools we looked at above were able to recognize them as AI-generated, then for Google, detecting them should be a piece of cake.

On top of that, Google has quality raters who will train their system to recognize AI-written articles even better by manually marking them as they find them.

So, my advice would be not to build your content strategy on ChatGPT-generated content, but use it merely as an assistant tool.

More resources: 


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Five things you need to know about content optimization in 2023

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5 Things You Need To Know About Optimizing Content in 2023

30-second summary:

  • As the content battleground goes through tremendous upheaval, SEO insights will continue to grow in importance
  • ChatGPT can help content marketers get an edge over their competition by efficiently creating and editing high-quality content
  • Making sure your content rank high enough to engage the target audience requires strategic planning and implementation

Google is constantly testing and updating its algorithms in pursuit of the best possible searcher experience. As the search giant explains in its ‘How Search Works’ documentation, that means understanding the intent behind the query and bringing back results that are relevant, high-quality, and accessible for consumers.

As if the constantly shifting search landscape weren’t difficult enough to navigate, content marketers are also contending with an increasingly technology-charged environment. Competitors are upping the stakes with tools and platforms that generate smarter, real-time insights and even make content optimization and personalization on the fly based on audience behavior, location, and data points.

Set-it-and-forget-it content optimization is a thing of the past. Here’s what you need to know to help your content get found, engage your target audience, and convert searchers to customers in 2023.

AI automation going to be integral for content optimization

Technologies-B2B-organizations-use-to-optimize-content

As the content battleground heats up, SEO insights will continue to grow in importance as a key source of intelligence. We’re optimizing content for humans, not search engines, after all – we had better have a solid understanding of what those people need and want.

While I do not advocate automation for full content creation, I believe next year – as resources become stretched automation will have a bigger impact on helping with content optimization of existing content.

CHATGPT

ChatGPT, developed by OpenAI, is a powerful language generation model that leverages the Generative Pre-trained Transformer (GPT) architecture to produce realistic human-like text. With Chat GPT’s wide range of capabilities – from completing sentences and answering questions to generating content ideas or powering research initiatives – it can be an invaluable asset for any Natural Language Processing project.

ChatGPT-for-content

The introduction on ChatGPT has caused considerable debate and explosive amounts of content on the web. With ChatGPT, content marketers can achieve an extra edge over their competition by efficiently creating and editing high-quality content. It offers assistance with generating titles for blog posts, summaries of topics or articles, as well as comprehensive campaigns when targeting a specific audience.

However, it is important to remember that this technology should be used to enhance human creativity rather than completely replacing it.

For many years now AI-powered technology has been helping content marketers and SEOs automate repetitive tasks such as data analysis, scanning for technical issues, and reporting, but that’s just the tip of the iceberg. AI also enables real-time analysis of a greater volume of consumer touchpoints and behavioral data points for smarter, more precise predictive analysis, opportunity forecasting, real-time content recommendations, and more.

With so much data in play and recession concerns already impacting 2023 budgets in many organizations, content marketers will have to do more with less this coming year. You’ll need to carefully balance human creative resources with AI assists where they make sense to stay flexible, agile, and ready to respond to the market.

It’s time to look at your body of content as a whole

Google’s Helpful Content update, which rolled out in August, is a sitewide signal targeting a high proportion of thin, unhelpful, low-quality content. That means the exceptional content on your site won’t rank to their greatest potential if they’re lost in a sea of mediocre, outdated assets.

It might be time for a content reboot – but don’t get carried away. Before you start unpublishing and redirecting blog posts, lean on technology for automated site auditing and see what you can fix up first. AI-assisted technology can help sniff out on-page elements, including page titles and H1 tags, and off-page factors like page speed, redirects, and 404 errors that can support your content refreshing strategy.

Focus on your highest trafficked and most visible pages first, i.e.: those linked from the homepage or main menu. Google’s John Mueller confirmed recently that if the important pages on your website are low quality, it’s bad news for the entire site. There’s no percentage by which this is measured, he said, urging content marketers and SEOs to instead think of what the average user would think when they visit your website.

Take advantage of location-based content optimization opportunities

Consumers crave personalized experiences, and location is your low-hanging fruit. Seasonal weather trends, local events, and holidays all impact your search traffic in various ways and present opportunities for location-based optimization.

AI-assisted technology can help you discover these opportunities and evaluate topical keywords at scale so you can plan content campaigns and promotions that tap into this increased demand when it’s happening.

Make the best possible use of content created for locally relevant campaigns by repurposing and promoting it across your website, local landing pages, social media profiles, and Google Business Profiles for each location. Google Posts, for example, are a fantastic and underutilized tool for enhancing your content’s visibility and interactivity right on the search results page.

Optimize content with conversational & high-volume keywords

Look for conversational and trending terms in your keyword research, too. Top-of-funnel keywords that help generate awareness of the topic and spur conversations in social channels offer great opportunities for promotion. Use hashtags organically and target them in paid content promotion campaigns to dramatically expand your audience.

Conversational keywords are a good opportunity for enhancing that content’s visibility in search, too. Check out the ‘People Also Ask’ results and other featured snippets available on the search results page (SERP) for your keyword terms. Incorporate questions and answers in your content to naturally optimize for these and voice search queries.

SEO-and-creating-content-in-2023

It’s important that you utilize SEO insights and real-time data correctly; you don’t want to be targeting what was trending last month and is already over. AI is a great assist here, as well, as an intelligent tool can be scanning and analyzing constantly, sending recommendations for new content opportunities as they arise.

Consider how you optimize content based on intent and experience

The best content comes from a deep, meaningful understanding of the searcher’s intent. What problem were they experiencing or what need did they have that caused them to seek out your content in the first place? And how does your blog post, ebook, or landing page copy enhance their experience?

Look at the search results page as a doorway to your “home”. How’s your curb appeal? What do potential customers see when they encounter one of your pages in search results? What kind of experience do you offer when they step over the threshold and click through to your website?

The best content meets visitors where they are at with relevant, high-quality information presented in a way that is accessible, fast loading, and easy to digest. This is the case for both short and long form SEO content. Ensure your content contains calls to action designed to give people options and help them discover the next step in their journey versus attempting to sell them on something they may not be ready for yet.

2023, the year of SEO: why brands are leaning in and how to prepare

Conclusion

The audience is king, queen, and the entire court as we head into 2023. SEO and content marketing give you countless opportunities to connect with these people but remember they are a means to an end. Keep searcher intent and audience needs at the heart of every piece of content you create and campaign you plan for the coming year.

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Headings With Hierarchical Structure An “Awesome Idea”

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Headings With Hierarchical Structure An "Awesome Idea"

Google’s John Mueller discussed heading elements with a member of the SEO community where he affirmed the usefulness of using hierarchical structure when using heading elements.

Background Context to What Mueller Said

Heading elements <H1> – <H6> are supposed to be used to indicate what a section of a webpage is about.

Furthermore the heading elements have a ranking order, with the <H1> being the highest rank of importance and the <H6> being the lowest level of importance.

The heading element purpose is to label what a section of content is about.

HTML specifications allow the use of multiple <H1> elements. So, technically, using more than one <H1> is perfectly valid.

Section 4.3.11 of the official HTML specifications states:

“h1–h6 elements have a heading level, which is given by the number in the element’s name.

If a document has one or more headings, at least a single heading within the outline should have a heading level of 1.”

Nevertheless, using more than on <H1> is not considered a best practice.

The Mozilla developer reference page about the use of headings recommends:

“The <h1> to <h6> HTML elements represent six levels of section headings. <h1> is the highest section level and <h6> is the lowest.

…Avoid using multiple <h1> elements on one page

While using multiple <h1> elements on one page is allowed by the HTML standard (as long as they are not nested), this is not considered a best practice. A page should generally have a single <h1> element that describes the content of the page (similar to the document’s <title> element).”

John Mueller has previously said that it doesn’t matter if a webpage uses one <H1> or five <H1> headings.

The point of his statement is that the level of the heading isn’t as important as how they are used, with the best practice being the use of  headings for indicating what a section of content is about.

What Mueller Said on Twitter

A member of the SEO community was joking around and gently ribbed Mueller about using more than one H1.

He tweeted:

The SEO followed up by sharing how he preferred using the best practices for heading elements by using only one <H1>, to denote what the page is about and then using the rest of the headings in order of rank, give a webpage a hierarchical structure.

A Hierarchical structure communicates sections of a webpage and any subsections within each section.

He tweeted:

“I’m too traditional with header elements. (HTML 4 for Life! lol)

I’d still recommend using just one H1 element on a page.

I patiently go back to pages to implement header hierarchy for fun.”

John Mueller tweeted his approval in response:

“I think that’s an awesome idea & a great practice.

Header hierarchy is not just useful to Google, it’s also important for accessibility.

(Google still has to deal with whatever weird things people throw up on the web, but being thoughtful in your work always makes sense.)”

Hierarchical Page Structure

In the early days of SEO, <H1> used to be counted as an important ranking factor, one that was more important than an <H2>.

So, back then, one always put their most important keywords in the <H1> in order to signal to Google that the page was relevant for that keyword.

H1 used to have more ranking power so it was essential to use the <H1> to help rankings.

Google’s algorithm was using keywords as a way to “guess” what a webpage was about.

Keywords in the anchor text, keywords in the title tag and keywords in the <H1> helped Google guess what a page was relevant for.

But nowadays, Google doesn’t have to guess.

It is able to understand what sections of a webpage are about, and consequently, what the entire webpage is about.

Despite those advances, many SEOs still believe that using an <H1> is some kind of magic ranking factor.

Headings are no longer about shouting what keyword you want to rank for.

The role of heading elements are now about telling search engines what a section of content is about.

Each section of a content is generally about something specific.

Heading tags make it easier for search engines to know what a page is about.

And that helps them rank the page for the topic.

And according to the official HTML specifications, that’s technically the proper way to use heading elements.

Lastly, Mueller mentioned a quality of the heading element as a way to better communicate for accessibility reasons, like for people who use screen readers.

The official HTML specifications say:

“Descriptive headings are especially helpful for users who have disabilities that make reading slow and for people with limited short-term memory.

These people benefit when section titles make it possible to predict what each section contains.”

So thank you John Mueller for calling attention to the benefits of using headings with a hierarchical structure, for calling attention to how hierarchical structure is useful for Google and for accessibility.

Featured image by Shutterstock/Asier Romero



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