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De 14 bästa digitala marknadsföringstrenderna 2023, enligt experter

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De 14 bästa digitala marknadsföringstrenderna 2023, enligt experter

In case you missed it, we covered some of the top digital marketing trends of 2023, which will include a mix of both familiar tactics and emerging technologies and strategies.

There’s blockchain, AR/VR, live streaming, short-form video, and more. Many of these trends have already made their debut in previous years but are picking up momentum and evolving in 2023. So in this post, we’re going to take a deeper dive into the patterns within these trends and how they will influence marketers throughout the year.

2023 digital marketing trends & predictions, according to experts

To get a well-rounded perspective on how the 2023 digital marketing trends will impact consumers, marketers, and brands,  we came up with some key questions and interviewed marketers, advertisers, and business owners across verticals. They include:

  1. How will social platforms adapt to TikTok?
  2. Will AI content generation help or hurt content marketing?
  3. What will DEI efforts focus on this year?
  4. Will automation and PPC learn to get along?
  5. How will the rise of Gen Z impact brand strategies?
  6. What changes will we make in privacy?
  7. Will we get a handle on the supply chain?

Let’s take a look at what they said.

How will social platforms adapt to TikTok?

Imitation is the most sincere form of flattery, right?

1. Some social platforms will imitate or partner with it

Six-year-old TikTok is one of the most popular social media platforms in the world with more than one billion monthly active users. It’s especially popular with consumers born between 1997 and 2012, who are collectively known as Gen Z.

As this generation grows in spending power, other social platforms are scrambling to keep up—and to stay relevant.

Their most likely tactic in 2023 is imitation.

For her part, Tetiana Sira, senior digital marketing executive at Energy Casino, noted social media platforms have already responded by either copying TikTok outright, such as Instagram with Reels, or by implementing more vertical videos, like Pinterest and Twitter.

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“There’s clearly a much higher effort put into video consumption and trying to make it as seamless as possible,” she said.

Shahnawaz Sadique, a blogger at CommonStupidMan.com, however, noted social platforms may also partner with TikTok to gain access to its content and users—or even acquire TikTok or similar platforms outright.

But, according to Carly Campbell, a blogger at Mommy On Purpose, there’s more to TikTok’s success than just short-form videos. It also has an easy-to-navigate interface and “intense focus” on user-generated content. These elements have helped the platform stand out and allowed it to create an engaged community.

“To effectively challenge TikTok, other social platforms will need to mimic the same user experience that has made it so popular,” she added.

2. Others will distinguish themselves

That being said, there are several ways social platforms could also distinguish themselves from TikTok in 2023.

One is by focusing on other types of content, such as long-form videos or live streaming, Sadique said.

Another is investing in AI to improve video capabilities and generate more engaging content, added Jessica Shee, manager at iBoysoft.

Campbell pointed to Snapchat, which is focusing on messaging.

“Similarly, Facebook is focusing heavily on its gaming and group features, which can also be seen as a way to set itself apart,” she added.

What’s more, Averi Melcher, owner of OSO Content, said platforms may re-evaluate their creator monetization strategies to better compete with the TikTok Creator Fund, which compensates users who generate at least 100,000 authentic video views monthly, to encourage creators to stay on their platforms as well.

“We are seeing this with Instagram subscriptions, Facebook Reels, Pinterest’s beta program, and YouTube Shorts,” Melcher said. “If these platforms are able to incentivize and better reward creators, I think they will successfully gain back some market share.”

2023 digital marketing trends - instagram subscribe feature

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In addition, Melcher said it’s possible social platforms may improve their creator campaign attribution models or even build out native communities to connect people with brands—and therefore better ways to monetize their content.

Will AI content generation help or hurt content marketing?

If you have a finely tuned content marketing funnel, you’ll want to tune into the perspectives on this 2023 digital marketing trend.

3. The advantages will abound…

AI content generation started to go mainstream in 2022—and it will play an important role in marketing in the year to come.

For starters, there’s potential for AI content generation as a brainstorming tool for marketers.

“At Delightful Ads, we are already using it as a starting point for creating assets needed for our clients’ advertising campaigns—such as ad copy, headlines, hooks, graphics and even videos,” said digital ads strategist Jenn Martin. “AI offers new ideas and angles that we may not have thought of on our own.”

AI will also be increasingly used to create content tailored to specific audiences. That means taking data like demographics, past purchases, interests, and needs into account, added blog coach Becca Klein.

“[The resulting content] could include personalized emails or targeted ads that would be more tailored to the individual needs of their customers,” Campbell added. “As they become increasingly good at utilizing natural language processing, marketers will be able to develop more dynamic and engaging campaigns.”

2023 digital marketing trends - ai email generator

Mailshake’s AI email generator SHAKEspeare

As a result, relevance and effectiveness will also increase.

And, with better content, brands are better poised to win market share.

“With [the support of AI tools], content can be kept at a high standard over time and the brand’s reputation may be protected,” said Peter Drow, head of marketing at Nccttingtools. “Establishing a name for yourself in the marketplace is a surefire way to give yourself an edge over the competition.”

And, with quality content comes other advantages.

“AI content generation tools can help businesses to ensure the accuracy and consistency of their content, as the tools can be trained to adhere to specific guidelines and standards,” Sadique said.

In turn, this can yield improved return on investment (ROI), Drow said.

This may also help increase revenue.

“Using AI-driven processes, businesses can crank out more and better blog and social media material,” Drow added. “Users’ confidence in these methods can be bolstered through these outlets [as] customers are more likely to buy from reputable companies.”

What’s more, AI helps improve the speed of content creation, said Sugiya Oki, who runs reviews site We Recommend.

“Inevitably, AI-powered writing tools will outpace their human competitors when it comes to speed,” Drow added. “To that end, they are a time-saver for businesses and content producers. This frees up valuable time that may be used for other important tasks, such as improving the quality of the content provided by AI.”

Sadique agreed.

“AI content generation tools can help businesses to create a high volume of content quickly and efficiently, potentially increasing productivity and allowing businesses to focus on other tasks,” he added.

“This can significantly impact a digital marketer’s ability to quickly and effectively create content, as they no longer have to manually research and write blog articles, product descriptions, web content, or other forms of written marketing material,” Campbell said.

Meanwhile, AI tools will increase competition on short-tail keywords with high volume. That’s according to James De Roche, managing partner at Lead Comet, who also noted, “While there can be initial anxiety around this for businesses, it will push content marketers to pursue more relevant, long-tail keywords with more conversion potential.

2023 digitala marknadsföringstrender - långa sökord

AI may even come to replace some of the services currently offered by search engines.

“This is likely to impact the way that companies approach the use of digital PR and länkbygge,” said Phelan Gowing-Mikellides, business development manager at Digital Trails. “As a result, we are very likely to see a shift in the way that businesses approach their online presence and the strategies they use to reach and engage their target audiences, including changes to their backlink profiles [in 2023].”

AI may also automate the tasks performed by PR professionals.

“Think writing and distributing press releases, managing social media accounts or, at the very least, populating digital channels with high-quality, perfectly optimized AI-generated content,” he added. “This has the potential to displace many PR professionals, as AI is able to perform these tasks more quickly and efficiently than humans.”

4. Human copywriters, don’t panic

But human copywriters shouldn’t panic—they will still have a role to play.

That’s in part because the quality and effectiveness of the content AI produces are only as good as the inputs it receives.

“It still takes an experienced marketer/advertiser to determine not only what prompts to submit, but also what is useful in selecting and refining the finished product,” Martin said.

Oki agreed, noting AI doesn’t understand emotions and therefore can’t grasp search intent.

“There’s still a lot of room for unique creativity that only the human brain can conquer, at least for now,” added Dmitry Sokhach, founder of Admix Global.

That will help distinguish copywriter-generated content from “a massive increase in generic blog content,” as De Roche called it.

“[The latter] may address the query, but it will lack the advice needed to satisfy search intent,” he said. “To do that, you need expert insights and advice.”

This also ties into first-hand experience, niche expertise, and author authority, which we discuss in our 2023 SEO trends.

2023 seo trends - google eeat

What will DEI efforts focus on in 2023?

In recent years, diversity, equity, and inclusion (DEI) has become an increasingly important business initiative. Here’s what experts see as being the key focal points this year.

5. An emphasis on equity & intersectionality

In 2023, companies will continue to foster more equitable workplaces—with the key word being “equity.”

Eleanor Fletcher, CEO of The Best Brisbane, explained, “Equity in the workplace refers to the right to fair representation and equal progression chances for people with various backgrounds and experiences.”

Garit Boothe, CEO of Digital Honey, noted this can include efforts to increase underrepresented groups, as well as to implement training and education programs and to promote diversity in leadership and decision-making roles.

“It is also possible that there will be a greater emphasis on intersectionality and addressing the specific needs and experiences of diverse individuals,” he added.

This is something we mentioned in our Best Marketing Strategies for Small Businesses 2023 post.

2023 digital marketing trends - individuality

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6. More accountability through quantification

We can also expect more focus on accountability as organizations set targets to regularly measure progress.

That’s according to Sadique, who also expects to see more data and analytics—such as tracking diversity and inclusion metrics and identifying areas for improvement—along with the continued growth of employee resource groups and increased focus on diversity in leadership.

Jeff Romero, founder of Octiv Digital, agreed.

“This entails tracking and analyzing diversity and representation at all organizational levels, utilizing competency frameworks and other strategies to lessen bias in hiring and promoting employees, and coaching front-line managers on how to conduct team meetings and collaborative sessions to promote equal respect for all opinions,” he added.

Meanwhile, more companies will take steps to address DEI in campaigns that focus on underrepresented groups or specific social causes relevant to those groups.

2023 digital marketing trends - DEI campaign example

“We can expect this trend of greater representation in digital marketing campaigns to continue into 2023,” said Tomasz Niezgoda, head of marketing at Surfer.

The same is true of content more broadly.

“Marketers are increasingly looking to create content that is inclusive and resonates with a broader range of audiences,” said David Ellis, founder of Teranga Digital Marketing.

Will PPC and automation make friends?

We are all too familiar with Google’s push for automation. We asked experts where they see things heading, sentiment-wise.

7. More positive attitudes toward automation

In 2023, expect to see attitudes toward automation become more positive.

“There has always been a bit of an aversion to automation and AI in marketing and PPC—a lot of people thinking that it will take their jobs,” said Sean Nguyen, a director at Internet Advisor. “The reality of it is automation is there to assist us and help us refine our jobs. While it might take over some tasks, that actually helps us to become better at more complex tasks that aren’t tedious or repetitive.”

Shee agreed, noting automation can help with sökordsforskning, ad testing, and analytics tracking.

This is especially true when it comes to Google Ads.

8. Greater efficiency in Google Ads

To that end, we can expect Google Ads automation to grow as advertisers optimize their campaigns and reach their target audiences more effectively. This automation technology includes bid optimization, as well as ad creation and testing.

The result is improved efficiency and effectiveness, Boothe said.

That is especially true since the release of Google Ads’ Performance Max campaigns in 2021.

google ads performance max campaign setup

“They learn how to identify where someone is on their path to purchase and show the right ad at the right time on the right Google channel to help a prospect move further along the customer journey,” Martin said. “And they even provide feedback on what is working and what inputs to test in the future that we hadn’t even considered.”

As they become more familiar with the benefits of automation, marketers will likely rely on it more to manage their Google Ads campaigns. However, Sadique warned, it does have limitations, such as the potential for errors and biases. Learn more in our Performance Max Dos, Don’ts, Watchouts and Workarounds.

“Businesses may adopt hybrid approaches that combine automation with manual management in order to get the best of both worlds,” he added.

google ads automation features

Learn more about a hybrid approach to automation in Google Ads here.

How will the rise of Gen Z impact brand strategies?

As Gen Z becomes more influential, marketers are adjusting their strategies to engage them. Here’s how:

9. Greater influence on authenticity, transparency & accessibility

For starters, focus on authenticity and transparency.

“Brands will need to be genuine and transparent in their marketing efforts in order to appeal to this group,” Sadique said.

Fletcher agreed.

“Gen Z is drawn to marketing that is honest… they prioritize word-of-mouth advertising from friends and influencers and social evidence,” she added.

That means incorporating user-generated content featuring consumers who resemble them and being transparent about their environmental impact, dedication to diversity, and core values.

“Gen Z is more diverse and socially conscious than previous generations, so brands will need to prioritize diversity and inclusion in their marketing efforts in order to appeal to this group,” Sadique said.

2023 marketing trends - gen z care about DEI

From our post on how to market to Gen Z.

Campbell agreed, noting this also includes accessibility.

“Through storytelling and cause marketing, brands can develop narratives that align with the values and beliefs of Gen Z and that work to create an emotional connection with their target audience,” she added.

10. Immersive experiences

Gen Z also values experiential marketing and immersive experiences, which are key to engaging this cohort, along with omnichannel marketing.

“One of the main challenges for brands when it comes to engaging with Gen Z is understanding the various platforms and digital tools that this generation uses,” Campbell said. “Many Gen Zers have grown up with technology and are highly engaged on social media and digital networks. This means that for brands to capture their attention effectively, they must be present and active on the platforms their target audience uses.”

social media marketing platforms - instagram shop example

Facebook and Instagram Shops offer immersive, ideal-for-Gen-Z experiences on social media

What changes will we make in privacy?

In addition to automation, privacy is the other unstoppable force that is carving out new paths in marketing each year. Let’s see what directions they’re headed in.

11. More transparent data practices

Meanwhile, privacy-friendly reporting dictates marketers must embrace a more transparent approach to data in which users give explicit consent—and, as Home Grounds CEO Alex Mastin noted, they must strike the right balance between personalization and privacy.

To do so, marketers must clearly communicate their privacy practices to clients and stakeholders and be transparent about the data they are collecting and how it is being used.

They should also use consent management systems and provide clear opt-outs.

2023 digital marketing trends - consent management

12. Greater adoption of privacy-friendly tracking technology

“Additionally, they should invest in security tools that allow them to measure performance while still keeping customer data safe from misuse or attack by third parties,” Niezgoda said.

But, Sadique noted, marketers can implement privacy-friendly tracking methods, such as using anonymous identifiers or aggregated data, to track and report on key metrics without collecting personal data.

Google’s Topics API, the Facebook Conversions API, Facebook’s Aggregated Event Measurement, and Google Ads’ Enhanced Conversions are all examples of privacy-friendly technology solutions you can embrace in 2023.

2023 digital marketing trends - privacy-friendly tracking

Boothe agreed, noting it may also involve working with third-party organizations that have expertise in privacy-compliant data management.

“Marketers will need to be proactive in finding solutions that balance the need for data with the importance of protecting consumers’ privacy,” he added.

Will we get a handle on the supply chain?

Inflation and supply chain shortages were the biggest culprits behind Google Ads cost per lead increasing in 2022. Here’s what experts predict on the supply chain front.

13. More businesses will adopt supply chain automation technology…

To protect against the supply chain shortages that plagued the holiday season, businesses can diversify their sourcing, which includes working more with local suppliers, and/or strengthen ties with existing vendors.

They can also implement multi-modal transportation and invest in analytics for greater supply chain visibility and to better anticipate and manage risk.

digital marketing trends 2023 - stat about supply chain visibility

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“[Supply chain automation technology] can help to expedite the movement of goods, reduce delays in the supply chain and increase efficiency,” Campbell said. “Automation technologies such as robotics, machine learning, big data analysis and artificial intelligence can enable businesses to identify and respond to supply chain disruptions.”

14. …and build prevention and contingency plans

In addition, building up inventory levels, implementing contingency plans, and looking for opportunities to increase efficiency and reduce costs can help mitigate bottlenecks.

“Some businesses may also be considering shifts in their operations, such as moving production to different locations or adopting new technologies, in an effort to reduce their reliance on certain suppliers or markets,” Boothe added.

Inventory optimization, which identifies when and where shortages may occur, is another tactic.

“Additionally, businesses may also look to build more robust safety nets, such as insurance policies and emergency funds, to protect them from unexpected economic changes,” Shee said.

Keep an eye on these 2023 marketing trends

We’ve covered a lot of trends, patterns, and perspectives in this post, on everything from AI content to supply chain automation. Here is the final list to sum up our top digital marketing trends and predictions for 2023:

  1. Some social platforms will imitate or partner with TikTok
  2. Others will distinguish themselves
  3. The advantages of AI content will abound
  4. But human copywriters need not panic
  5. A greater emphasis on equity & intersectionality in the DEI realm
  6. The use of metrics and KPIs for greater DEI accountability
  7. More positive attitudes toward automation
  8. Greater efficiency (but caution) in Google Ads
  9. Catering to Gen Z’s affinity for authenticity, transparency & accessibility
  10. Immersive experiences on social
  11. Increase of transparency in data practices
  12. Greater adoption of privacy-friendly tracking technology
  13. The need for automation technology remains
  14. Building of Supply chain prevention and contingency plans



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De 7 bästa marknadsföringskanalerna för e-handel för nya butiksägare

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De 7 bästa marknadsföringskanalerna för e-handel för nya butiksägare

Here’s the thing about digital marketing channels: there’s no shortage of them out there, but as a new store owner, you cannot afford to be on every one. Nor do you have the time to figure out which ones are best for you.

Detta troubling image concepts what it feels like to be a new ecommerce store owner.

So, we’re going to save you hours by sharing the top seven ecommerce marketing channels for new businesses—including the pros, cons, and tips for getting the most out of each one!

The top 7 marketing channels for ecommerce stores

Below are the top ecommerce marketing channels we recommend for new store owners to drive sales and maximize profit.

1. Influencer marketing

As a new store owner, influencer marketing is one of the guaranteed ways to fast-track your journey to market. There are micro-influencers in every industry, and consumers respect and follow the recommendations and words of authority figures they know.

how to increase instagram engagement - influencer post

Pros

  • Builds trust.
  • Easiest way to spread word of mouth.
  • Cheaper than mainstream media.
  • Very effective if executed properly.

Cons

  • Difficult to predict ROI.
  • A change in the influencer’s reputation could impact your brand.
  • Can be hard to identify and get responses from influencers.

Tips

Gretta Van Riel, a multiple 7-figure ecommerce store owner, uses influencer marketing as her primary marketing channel. Here are some tips from her on how to get the best out of influencer marketing:

  • Give your influencers creative freedom. They know their audience better.
  • Do not overwhelm influencers in your initial outreach message.
  • Be clear with deliverables. Quantify where possible. For example, they will write one round-up blog post mentioning your product and three social media mentions (Facebook, Instagram, and TikTok). And what are you giving them in exchange? A free trial, unlimited or early access, or a discount?
  • Stay small. Micro-influencers oftentimes have better engagement than macro-influencers.

2. Social media marketing

Organic marknadsföring i sociala medier refers to using the free posting and online store options available on major social media platforms like Facebook, Instagram, Pinterest, TikTok, and more.

Many consumers use social media to learn about brands and ecommerce stores and will look to see how other customers engage with your brand before they buy from you.

best ecommerce marketing strategies- poppin candy's tiktok account

Poppin Candy uses marknadsföring i sociala medier to sell ecommerce products with catchy videos about its candies.

Pros

Cons

  • Takes time to build a presence and stay active.
  • You do not have complete control over the content you create, since people can comment, share, and generate their own content.
  • You need to have the time to engage back with your audience.

social signals and google ranking factor - engaging back with comments

Be sure to engage back with your followers!

Tips

For more help with social media marketing, check out our resources:

3. SMS marketing

SMS marketing remains one of the OG means of telecommunication, and people trust marketing content delivered via emails and SMS more than generic online content or ads.

Enligt SMS Comparison, it has an open rate of 98%.

sms marketing - sms vs email open rates

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Pros

  • Easy to set up and deploy.
  • High delivery, open, response, and conversion rate.
  • Easy to integrate into a sales funnel.
  • Great follow-up channel to engage prospects on your list.

Cons

  • Can be costly.
  • Becomes intrusive if not done properly.
  • There are regulations against it in some countries.
  • Can be subject to spam filters.
  • Difficult to measure and track.

Tips

For tips on getting started with SMS, head to our guide to SMS marketing.

4. Email marketing

Email is one of the most effective marketing strategies available today and a great way to communicate with potential, current, dormant, and even churned customers.

email marketing statistics - email marketing roi stat

Below are a few steps you can take right now to start getting results.

  • Define your target market.
  • Collect emails to build a list.
  • Nurture the contact.
  • Use a clear call to action.

Pros

  • High response and conversion rate.
  • Easy to track and tweak.
  • Great for nurturing prospects through any stage of your funnel.
  • Easy to personalize.

Cons

  • Requires list maintenance and efforts to stay out of spam filters.
  • Like SMS, requires list building and maintenance.
  • Need good copywriting skills.

Tips

For tips on email marketing, we’ve got plenty of resources:

5. Search engine optimization (SEO)

SEO is the science of optimizing a website so that it ranks high in search engine results for terms relevant to your business and services. The more relevant traffic you get, the more you can convert that traffic into leads and sales.

The key to the blog is to write articles that target informational intent keywords. For example, Quip is an ecommerce site for oral care, and it’s got a blog on topics like how to use an electric toothbrush, how to clean an electric toothbrush, and more.

best ecommerce marketing strategies - quip's blog

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Pros

Cons

  • Long-term strategy. It takes time to see results.
  • The SERP for evergreen topics is more competitive than the local SERP, so it can be difficult for new stores to gain visibility.
  • SEO may be free, but it does require time to write articles, do keyword research, and maintain pages.

Tips

To get going on your SEO strategy, here are some helpful posts:

6. Pay per click advertising

Pay-per-click advertising (PPC) is a great choice for new ecommerce store owners with some marketing budget. It simply means paying ad networks to show your marketing messages or banners across search engines or other online media.

ppc ad examples for search, shopping, display, social

Pros

  • While SEO takes time to gain traction, PPC yields immediate results.
  • Because you can target highly specific audiences with PPC, and because you’re only paying when someone clicks on your ad, this method is cost-effective.
  • Data! With clear visibility into which campaigns are working and which ones aren’t, you can make data-driven decisions to optimize your campaigns and maximize your ROI.

Cons

  • Running effective Google Ads and other PPC campaigns requires regular maintenance, audits, and reporting.
  • You need to pay to play. If you underfund your campaigns, they won’t generate enough volume and data needed for machine learning to take place and optimize your campaigns for profitability.
  • The online advertising landscape is always changing, so it’s important to stay on top of platform updates.

Tips

Here are our best resources for PPC:

7. Video marketing

It’s impossible to overlook the power of video marketing. Most social media platforms now favor video content over any other form of content. You can use video to create educational tutorials, ads, educational ads, product demonstrations, explainer videos, and more.

video ad tools - ripl

Pros

  • Video gives you a competitive edge because it allows you to not only tell but show your value and demonstrate how your product provides benefits.
  • While it can be hard to take creative freedom with SEO and PPC content, video affords plenty of room for ideas and creativity to help you distinguish your brand.
  • Live shopping streams are becoming more popular and accessible.

Cons

  • Video marketing can be resource heavy—it takes time to edit, and you need to have the right equipment so that you’re working with quality footage from the start.
  • Requires consistency. To gain traction with your YouTube Channel, you need to be consistently posting content and monitoring your YouTube analytics.
  • Lots of influencers use video, so your business can be up against some heavy competition with large audiences.

Tips

Here are our best tips and resources for a successful video marketing strategy:

Final tips for choosing the best ecommerce marketing channels

Not sure which marketing channel to start with for your new ecommerce store, or which one will be best for you? Here are some final tips:

  • A multi-channel strategy is the way to go. Each channel has its strengths and weaknesses, but employing multiple channels in concert with one another will bring you the best results.
  • Research your target audience. Find out the platforms your target audience uses most. For example, Tik Tok works more with Gen Z than the baby boomer generation. And emails work better with the baby boomer generation than with Gen Z.
  • You’ll only know how each channel works with your niche if you pay attention to your metrics. Use tools like Google Analytics, Data (Looker) Studio, a CRM, and the native analytics tools within each channel to monitor and measure your results. This will allow you to see which channels bring in the highest ROI as well as to A/B test different approaches within each channel.

The best ecommerce marketing strategies (recap)

Using these ecommerce marketing strategies can help your new store flourish and get customers.

  1. Influencer marketing
  2. Marknadsföring i sociala medier
  3. SMS marketing
  4. E-post marknadsföring
  5. SEO
  6. PPC
  7. Video marketing

Om författaren

Bhujal Patel is a marketer and SEO, passionate about helping businesses get more revenue and profit through customized strategies. He lives in Toronto and writes about business ideas and scaling organic growth at mydigitalkube.com. Connect with him on LinkedIn.

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PPC Campaign Testing: Dos & Don'ts för att förvandla risker till belöningar

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PPC Campaign Testing: Dos & Don'ts för att förvandla risker till belöningar

There are certain facets of marketing that have always seemed to capture more attention than others in regards to growing your business online. One of these is testing.

This adherence (and some might conclude, obsession) with data is not confined solely to the marketing world, as it seems most aspects of society have transformed into “data-driven” models.

Data-driven decision-making in marketing is incredibly valuable, but there is a time and place for everything, and marketing itself is a lot more than just numbers.

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The data that drives successful marketing campaigns can’t materialize prior to creating said campaigns. The chicken that lays the egg that makes testing possible is the creativity that drives results fuels the data that informs decisions.

In this post I’ll walk you through what A/B testing is from a paid media perspective, when it’s necessary, and when human abilities like creativity, intuition, and common sense lay the groundwork.

What exactly do we mean by “testing”?

There are many forms of testing within marketing including multivariate testing, usability testing, and content testing, but for the sake of simplicity within paid advertising we will mostly be referring to A/B testing.

With an A/B test, you create two variants of an ad or landing page, and everything is identical except for one element so you can see which variation leads to more conversions. You can test ad copy, button colors, creative elements, the length of the landing page, and more.

example of a google ads a/b test

The variant that performs better needs to reach statistical significance, which Investopedia defines as “the claim that a result from data generated by testing or experimentation is likely to be attributable to a specific cause. A high degree of statistical significance indicates that an observed relationship is unlikely to be due to chance.”

You generally want a confidence of 95% to consider that a change or variant is statistically significant.

statistical significance definition

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When is it appropriate to begin testing?

Many folks take an extremely “scientific” approach right out of the gate, analyzing every impression and click with a magnifying glass and conducting micro experiment upon micro experiment with slight alterations in ad copy and creative.

The problem with this is that they are limiting themselves by hyper-focusing on small details too early on. Successful paid media is not always an immediate victory in regards to the quality of feedback or results that you may experience when you get started.

With a channel like Google Ads, for example, patience and observation is key to learning which levers to pull and where to make strategic adjustments. You may create an ad or make and adjustment and wait a week or two to observe the impact. Plus, there’s the algorithmic learning period to consider.

Why Arent My Google Ads Converting 10 Reasons Solutions

So the question is, when should you begin testing?

Every business is different—their stage of growth, the number of creative resources available, and the industry they are competing in. When it comes to paid media channels, everyone starts with a blank slate at some point. The promotions and strategy that you choose from the start often influence the evolution of your paid advertising accounts for better or worse.

From my experience, testing should begin after you start to get some traction with the results you are looking for. So for example, if you are looking to generate conversions from a lead form submit, then you should begin testing after you begin to see some results. So you might now be thinking, “What if I’m not driving any results and therefore need to test in order to do so?” My answer to that question is to separate testing from experimenterande.

Testing vs experimentation

From a paid marketing perspective, testing is comparing a control to an alteration. You are “testing” a new variant against a pre-existing one to see if the changes you have made are statistically significant or not.

Experimentation, on the other hand, is pushing your creative juices to produce a variety of different ads or promotions against your target audience to see what appears to gain the most traction.

google ads experiments

Experimentation is not to be confused with Google Ads experiments, a feature within the platform.

Some may call this testing but in my opinion, it is less scientific and restrictive. Once you begin to accumulate meaningful data and feedback you can then identify and zero in on what works and test within that framework.

How to do experimentation the right way

When you are in the experimentation and exploration phase, there is a strategy to apply as well. On paid social networks, I like to create the target persona as best as I can manually, then create 3-4 ads targeting that persona.

Given the objective of the client, these ads will be in alignment from a conversion or web traffic perspective. I will also typically create a retargeting audience to test against visitors who are already familiar with the brand. From there, we may incorporate more variations of ads, play around with copy or creative, and allow the campaign to run and collect data.

examples of ad variants

This stage allows us to gauge the audience’s receptiveness to different messages and ultimately the data will inform us on a direction to explore further. For one client of mine, we were able to increase lead-to-sales opportunity ratios by over 15% by simply identifying that certain language and creative elements resonated much better with our audiences than others. We arrived at that conclusion, however by not being too stringent on testing early on, rather, letting the ads play out then assessing the findings.

Bottom line? The purpose of the experimentation or exploration phase is to create baselines—which allow you to set expectations as well as goals for improvement. This will move you beyond the experimental phase into the testing phase. From there on you can create a model for testing that allows marginal improvements to performance without all the risk of trying an entirely new promotional set.

How (and when) to move from experimentation to testing

To simplify my process for experimentation and testing I will outline from my experience, the stages of growth within a paid advertising account and what you should be doing:

Early stage: Experimentation only

If you’re starting your Google Ads campaign or account from scratch, you should be focused primarily on setting up proper tracking, pixel implementation, etc. first. The most important part of this early phase is that you know your general goal for advertising and ensuring your website and CRM are tracking these results properly, whether they are website visits or conversions.

google ads enhanced conversions setup - google ads conversion tracking tag

From there you should take that overall goal and begin to construct campaigns in which to enter the experimentation phase.

If it is paid search, create campaigns for your branded search terms and through sökordsforskning, some of your most relevant terms. Try to start with something that has the highest probability of producing the result that you want, then expand from there once baselines are established. You can learn how to set up conversion tracking in Google Ads here.

In paid social, you should do the same but with website remarketing and a carefully constructed target persona. In paid social you should establish the goal you are looking for and try numerous promotions that align with that goal.

You can learn how to set up your Facebook Pixel here.

facebook pixel setup - meta pixel only option

You may also want to set up the Facebook Conversions API for the most complete tracking.

Middle stage: Start testing

What I refer to as the middle stage is where you have experimented with different offers and have figured out what appears to work. You have baseline costs for these promotions and are ready to start testing variations of this offer in a more scientific way. This is where you can begin to A/B test.

facebook ab testing toggled on

Growth stage: Refine your testing

This is where you are certain of what drives business within the account. When an account is in this stage you want to find ways to grow but do so within the framework that has proven to be successful. At this stage in the game, you want to test very stringently with fairly smaller changes to variations to mitigate risk of decreasing performance. Larger riskier experiments should be isolated to their own testing campaigns, separate from the ones that are currently driving business for you.

Patience is key with campaign testing

The main takeaways you should have from this advice is to treat new and early paid advertising much looser than what some others might tell you. Although everyone wants to score a touchdown right out of the gate, it is much more beneficial to your paid accounts and development as a marketer to be patient.

Not relying too heavily on data to make decisions early on allows you to be more creative and push the envelope with your marketing abilities. If you are more open to new ideas early on, it will inevitably reduce the amount of time you otherwise would have been testing micro changes to one idea. For long-term success in advertising, you need to take some risks to set a better baseline for the future.

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PPC

Hur du hittar online: Våra 9 bästa tips för lokala serviceföretag

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Hur du hittar online: Våra 9 bästa tips för lokala serviceföretag

In today’s digital landscape, having a robust online presence is essential for businesses of all sizes, but especially those in the local service industry. With more people relying on search engines to find what they are looking for, businesses that are easily found online and have a solid online reputation will have a major advantage over their competitors.

So in this post, I’m going to show you how you can improve the local online presence of your service-based business using two fundamental marketing strategies: SEO and PPC

9 best ways for local service businesses to get found online

As a digital marketing instructor and consultatnt, I have had the privilege of not only teaching my students about the importance of combining search engine optimization (SEO) and pay-per-click (PPC) advertising for businesses, but also experiencing the positive impact of this combination firsthand. Here’s how to leverage these two strategies to drive traffic, generate leads, and maximize a limited budget.

1. Pick the right company and domain name

Naming your business should be a thoughtful process. You want something that reflects your brand personality and is not easily copyable.

As a local business, it can be extra helpful to pick something that aligns with your target audience’s search intent, but don’t force it. I once came across a dentist that named itself “Dentist Near Me” and secured the domain dentistnearme.com. Taking this approach to an extreme certainly has its SEO benefits but it may not always be the best idea as others may follow suit and adopt similar names, potentially rendering the strategy ineffective.

Bildkälla

A helpful tactic is to include your city, town, or service area name in your business name but it isn’t essential.

2. Get your listings in order

Having an up-to-date Google Business Profile is also a great way to improve your local business’s online presence. Regularly update your business information, add photos, and create posts with deals and helpful articles to build trust and credibility with potential customers. You should follow suit for the rest of your online listings as well to increase your chances of ranking in local searches.

kataloglistningslogotyper

This will make it easy for them to find and connect with you.

3. Target keywords with blog posts

Publish keyword-rich blog posts that answer common questions from potential customers—not just about your business specifically but about things related to the products and services you provide.

This will not only improve your website’s search engine ranking, but it will also build trust and credibility with potential customers.

seo trender 2023 - på sidan seo checklista

You can use our SEO-optimized blog post templates to get started!

4. Put your highest value CTA at the top right of your homepage

Make sure your website is user-friendly and provides a great user experience. We have plenty of website examples you can browse through here. Implement prominent call-to-action buttons, such as a clickable a phone number in the top right-hand corner and footer, and a large contact form in the footer. These buttons are easily accessible, intuitive, and make it simple for customers to get in touch with you, book a lesson, start a free trial, etc.

Your highest value CTA should go in that right-hand section.

sjukvårdswebbplatsdesign exempel - synergi privat praktik

5. Track your SEO performance

In addition to reporting on your PPC performance, you should also keep track of your organic/SEO performance. Use Google Tag Manager and GA4 to analyze SEO metrics and customer behavior against your goals, as well as Google Search Console. You can also use Google Looker Studio (formerly Google Data Studio) to monitor organic performance.

google data/looker studio - trafikkälla rapport

6. Reduce your PPC spend with location targeting

This is a key home service business marketing tip. One challenge many small businesses face with advertising is a limited budget. One client I worked with had only $10 a day to spend. To overcome this challenge, I used location targeting to reach a 5km radius around the business’s location. This approach helped them save their advertising budget while also reaching the right audience.

hur man sparar pengar i Google-annonser - alternativ för platsinriktning

7. Bid on commercial intent keywords

When running Google Ads, you have to tell Google which keyword(s) you’re bidding on. While there are tons of keywords relevant to your business, the ones to bid on with your PPC campaigns should have high commercial intent.

Do extensive keyword research to identify the keywords that potential customers would be searching for when looking for what you have to offer. Informational intent keywords should be used for SEO. For PPC, use commercial or transactional intent so that your ads won’t just appear for those searches, but so that they’ll get clicked on by people, and those most likely to convert.

de fyra typerna av sökordsavsikt

8. Maintain a negative keyword list

In addition to targeting high commercial intent keywords, be sure to use negative keywords—which are keywords that you do not want your ad to appear for. This will prevent your ads from showing up for and getting clicked on by people for whom your product or service is not a good fit.

In my view, even with broad match, this is especially important when your daily budget is low.

google annonser – lägg till som negativt sökord

9. Set up conversion tracking

Another important aspect of running a Google Ads campaign is measuring your success with conversion tracking. With this visibility, you can harness the campaigns, offers, settings, and strategies that are working and eliminate what’s not and improve your ROAS (Return On Ad Spend).

google ads konverteringsspårning – konverteringsvärde

Check out our list of conversion tracking mistakes to make sure you’re getting the most accurate data possible.

Improve your local businesses’s online presence with SEO & PPC

The best way to improve your online presence for your local service-based business is to use SEO and PPC together. Both will help to improve your presence on the SERP for a wide range of keywords, and with the tips I provide, you’ll be able to reach your target audience and build trust and credibility with potential customers.

Here are the tips I mentioned in this post:

  1. Pick the right company and domain name
  2. Get your listings in order
  3. Target keywords with blog posts
  4. Put your highest value CTA at the top right of your homepage
  5. Track your SEO performance
  6. Reduce your PPC spend with location targeting
  7. Bid on commercial intent keywords
  8. Maintain a negative keyword list
  9. Set up conversion tracking

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