Browse Author: Rucha Dhawle

Easy Guide to Bidding Strategies

Picking the right Google Ads bidding strategy and implementing it is critical to driving your ad costs down.

While creating a new campaign on Google Ads, Google asks what type of bidding you want to use: Automated or Manual?

Most people opt for automated because whom the heck wants to adjust bids all the time if you’re running multiple campaigns? Nobody.

But in Google Ads, there are numerous bidding you can pick between and considerably more ways you can put them to use for maximum results.

Let’s walk you through all the different types of Google Ads bidding strategies

Google Ads Bidding Strategies

bidding-strategies-google-ads

  1. Target CPA
  2. Target ROAS
  3. Target Search Page Location
  4. Target Outranking Share
  5. Maximize Clicks
  6. Maximum Conversions
  7. Enhanced CPC
  8. Manual CPC
  9. Cost-per-thousand impressions (CPM)
  10. Cost-per-thousand viewable impressions (vCPM)

Let’s Understand Each one of them in detail:

1. Target CPA (Cost Per Acquisition)

Target CPA bidding strategy can be used when your objective is to generate conversions within a specific cost. In the CPA bidding strategy method, Google will automatically set your bids (CPC bids) based on the CPA you have defined for your campaigns. In order to understand the optimum CPA cost, Google needs historic data to estimate the CPA for your campaign because the CPA can differ from product to product and service to service.

2. Target ROAS (Return on Ad Spend)

Return on Ad Spend is the amount you are expecting on every dollar you spend on your ads. Target ROAS strategy focuses on driving high conversion value than the number of conversions.

Let’s take an example and understand it with some math. Let’s say you are expecting $30 for every 10$ you spend then the Target ROAS to be defined in the campaign will be

ROAS = Revenue x 100%

         Ad Spend

ROAS = $ 30 x 100% = 300%

      $ 10

If we set 300% as the Target ROAS in the campaign, Google will try to achieve as defined but might not be able to every time achieve the no, because expectation on ad spends has to be justified with respect to the product you are marketing. You can’t set very high Target ROAS, which in reality is impossible to achieve.

3. Target Search Page Location

Target Search Page Location bid strategy can be used to target your ads on the first page of the Google search result page or on the top of the search result. So the first page means, your ad might be shown at the bottom of the first page as well, which you won’t be okay with.

Won’t recommend using this strategy as the ad position depends on the Ad Rank of your ad which is related to your bid and quality score. So if your Ad Rank is high then your ads will anyways achieve a higher position in paid search. Also, another reason why you shouldn’t go with this strategy is that Google will raise your bids automatically with no upper limit defined for your bid.

4. Target OutRanking Share

Target Outranking share bidding strategy is an automated bidding strategy where you can outrank your competitor’s ad on Google search.

When you and your competitor’s ads are getting triggered for a particular keyword in the same auction, Google will raise your bids to rank you higher above your competitor’s ad.

The only issue with this bidding strategy is that you can only outrank one competitor at a time. But while you are advertising, there would be multiple competitors on Google ads, so you will have to test and see if this strategy works for you or not

5. Maximize Clicks

Maximize Clicks is a type of bidding strategy where you can get maximum clicks within the daily budget defined for your campaign. Maximize clicks is also an automated bid strategy wherein Google will decide per click bid.

This strategy is good to drive maximum traffic within your daily budget. If your brand is new or if you want to create awareness and increase the visibility of your website, you can go with this strategy.

6. Maximize Conversions

Maximize Conversion bidding strategy is an automated bidding strategy wherein Google will optimize your campaign to get you maximum conversions, set within your daily budget.

For Eg: If your daily budget is $ 100. Google will try to get you maximum conversions within that budget.

Before setting up this bidding strategy, make sure that you have set up an optimum daily budget for your campaign. Do test the campaign by running it for at least 15 days and see if this bidding strategy is working for you or not.

7. Enhanced CPC

Enhanced CPC (ECPC) bidding strategy is a type of bid strategy where Google automatically increases your bid if it feels that there is a possibility of conversion during an auction. The bid amount can be anything, there is no cap limit for this, Google decides the bid amount here. So the bid amount can shoot up by 200% or maybe more than that as well!

So while using this type of bidding strategy, be careful, how your bids are fluctuating and monitor how many conversions you are able to generate from your daily budget. If you observe that the bids are going very high, then switch to another bid strategy or else you might exhaust your budget with no or fewer conversions.

8. Manual CPC

Manual CPC bidding strategy is a bid strategy where you define how much amount you are ready to pay for one click. It’s a manual strategy that gives you complete control over your bids. If you don’t want to move on any of the automated bid strategies then this is the best one to go with and control it effectively.

Google has also given an option of combining Manual CPC bidding strategy with ECPC bidding strategy but I won’t recommend going ahead with this because Google will automatically increase your bids if they are an opportunity for a conversion.

9. Cost-per-thousand impressions (CPM)

With CPM, you’ll pay depends on the number of impressions (times your ads are shown) that you get on YouTube or the Google Display Network.

10. Cost-per-thousand viewable impressions (vCPM)

You’ll be able to use this bidding if your ads are intended to build an increase more awareness however not essentially generates clicks or traffic. It allows you to the highest amount you need to pay for every 1,000 viewable impressions on the Google Display Network. If the goal of your campaign is a direct action from customers, like buying a product or filling out a form then probably vCPM bidding is not for you.

Bidding Strategy in Google Ads

  • Go to Google Ads account
  • Select a particular campaign
  • Go to the settings tab

Bidding-strategies-google-ads

  • Under Settings, you will find bidding
  • Click on bidding
  • You will see all bidding strategy options

Wrapping Up

It is important to select the right bidding strategy, selecting the right bidding strategy will depend upon the business objective. Also, not every bidding strategy would work for your business. The best way is to consider the business objective and then define the bidding strategy and keep experimenting with the other ones if they are not working.

Conversion-attribution-model

Master Guide To Conversion Attribution Models

As a Digital Marketer, you would utilize various channels to advertise your business including Google, Facebook, Email and so forth. It’s significant for you to realize which sources are performing and at what level during the client venture.

Promoting attribution encourages you to comprehend the adventure of client contact focuses in detail, which further causes you to streamline advertising blend and drive more an incentive from your showcasing endeavors.

Let’s begin!

attribution-model

So What is Marketing Attribution?

Attribution is assigning credit for a conversion.

Marketing Attribution is the process of identifying sets of users activities in the form of touchpoints which leads to a conversion or sale.

In simple words, it’s the action taken by the client during their customer journey from seeing an advertisement to purchasing the product.

Conversion Attribution types

  1. Last Click Attribution Model
  2. Last Non-Direct Click Model
  3. Last Adwords Click Model
  4. The First Interaction Model
  5. The Linear Model
  6. Time Decay Model
  7. Position-Based Model Or U-Shaped
  8. Custom Attribution Model

Let’s understand each one in details!

1. Last Click Attribution Model

The most common type of attribution model is the Last Click Attribution Model. In this model, the entire credit is given to the last click which generated a conversion or a sale.

Last-click-model

The vast majority of the marketers go with this model since they need to know which keyword generates conversion or which website created conversion or through which source the genuine conversion occurred. This model will totally focus on the last touchpoint.

But you won’t understand which other touchpoints were part of the customer journey because to you, they would also be equally important to understand and optimize them in the funnel. You should look for “Last Non-Direct Click” on Google Analytics to measure the effectiveness of the campaign, here it ignores the direct click

This is important because the customer will likely interact with you many times before conversion occurs.

2. Last Non-Direct Click Model

The Last Non-Direct Click Model is more useful than a standard last-click model. 100% of the conversion value is still assigned to a single last interaction. But, with last non-direct click, it ignores any “direct” interactions that occur right before the conversion.

Last-non-direct-attribution

Direct Traffic is the point at which anybody goes directly to your website by entering your URL or clicking a bookmarked interface. So this guest definitely thinks about your company.

3. Last Adwords Click Model

Last-google-ads-click-model

In the Last Google Ads Click attribution model, the last Google Ads click—in this case, the first and only click to the Paid Search channel —would receive 100% of the credit for the sale.

4. First Interaction Model

First Interaction model gives all credit to the first click/first touch, that leads a user to a website.

This model applies to the customers if they don’t subscribe or fill the form or make a purchase on your website. This model encourages you to understand the starting point of the customer on your site which is additionally driving value to your business.

If you go first interaction attribution model, you actually don’t know which other touchpoints contributed to a conversion in the journey. So it isn’t so useful, to review the key factor which generated conversion.

First-contact attribution model can be utilized when your goal is building awareness and driving customers to your site, for this situation, you need to know from where the clients are entering your site. If you are looking to understand the conversion funnel, I won’t suggest going with a first interaction attribution model.

first-click-attribution-models

For example, if a customer first finds your business on Pinterest, then Pinterest gets all of the credit for any sale that happens after that interaction.

It doesn’t matter if the customer found you on Pinterest, then clicked a display ad a week later, and then went to your site directly. Pinterest, in this example, gets the full credit.

5. The Linear Model

A Linear attribution model gives equal credit to all the interaction of your customer in their customer journey. In this model we can understand all the interactions which actually generated conversion, this helps us to further define our marketing strategy.

linear-attribution-model

For example, a customer finds you on Instagram, signs up for your email list and later clicks an email link. The next week they go to your site directly and make an Rs1200 purchase. There are 3 interactions in this situation. Each interaction gets 33% of the credit, or a Rs 400 conversion value attributed to the channel when the purchase was made.

The only thing with this model is that we really don’t know which interaction point was the major contribution of the last activity, who ideally should get the maximum credit.  I would go with a linear attribution model if my goal is to understand which touchpoints are generating sales. Through this, I know all customer interaction which is driving value to the business and so it can be optimized.

6. Time Decay Model

Time-decay-attribution-model

The time rot attribution model gives the most extreme credit to the interaction/touchpoint which was nearer to the point of conversion. It gives a different value to each touchpoint from the point of interaction to the point of conversion with the last touch getting the maximum and the first touch getting the minimum. This model eliminates which interaction really guided a customer to a website. It’s not a recommended attribution model.

7. Position-Based Model Or U-Shaped

Position-based-attribution-model

A position-based Attribution model is also known called as U-Shaped Attribution Model. In this model, the primary touch and the last touch is credited with 40% each as the value and the remaining 20% is divided between the other touchpoints.

In this model, all the interactions get credit, though first and last touchpoint is considered as the key drivers for actions, so they are credited with 40% each as the credit.

The other interactions among first and last are additionally significant interaction when we are taking a gander at the shopper venture, so offering credit to first and last disregards the significance of other touch focuses, as they are similarly significant for the activity to occur. Won’t recommend going with the Position-based attribution model.

8. Custom Attribution Model

Custom Attribution Model is an attribution model where you would custom be able to set the credit value for the basis of each interaction on your understanding.

If we have defined credit value for each touchpoint as below, as we want to give a bit higher credit to the first touchpoint as it starts the consumer journey and then we have given low credit to the rest of the touchpoints which are in between the first and last touchpoint. Finally, for the last touchpoint, we have given maximum credit, as that touchpoint is driving the conversion.

custom-attribution-model

To set up this model, you would require developers to do as such. Also basis the results you have to keep optimizing the efforts. It’s one of the best from the above all but would need technical guidance to set up, which might also consume some time.

So How to choose the right Conversion attribution model for your business?

It’s vital to choose the right conversion attribution model for your business from which you can effectively optimize your marketing efforts based on multiple touchpoint data, which leads to higher ROI. You can consider the following factors before choosing the attribution model for your business.

Sources Contributing Towards Conversion

Check the sources which are contributing towards conversion. Google Analytics guides you to understand which sources are performing for your website. Have a look at the below sources which show how each source is performing.

Sources-contributing-to-actions

Check Different TouchPoints for Conversions

Check different touchpoints that are part of the consumer journey prior to the conversion. Google Analytics allows you to check the multiple touchpoints of the journey.

touch-points-for -conversion

Time is taken by Users

Know how much time it takes for users to convert after their first interaction with your website. This will help you to understand the duration and then you can map it with different touchpoints in the entire journey.

google-analytics-time-lag-report

Google Analytics helps you to understand the time to convert users under Time Lag Report.

Define Campaign Objective

Define the campaign objective which will help you to choose the right attribution model for your business. If your objective is to generate awareness for your brand, then the first touch attribution model is effective to measure the entry point for your customer. If your objective is leads or sales, you can go with last touch or linear attribution model. If you go with the last touch, it will help you to identify the last touch which is driving maximum results, basis which you can effectively optimize the touchpoint.

If you are going with linear, which I also prefer because, it helps me to understand each touchpoint in the entire consumer journey, which further helps me to build an effective strategy focused on each touchpoint.

Run Experiments & Optimize

Every touchpoint in the journey has a role to play, so you need to experiment continuously with different strategies including your ad copies, bidding strategies, targeting aspects, etc so that you know how significantly it’s helping you to improve your conversions regularly.

Wrapping Up

Selecting the right conversion attribution model is important for your business, this will help you to effectively improve your performance and reduce marketing efforts for all the touchpoints in the entire consumer journey. Set up your marketing attribution model today and let me know how much value it’s adding to your business!

voice-search-optimization

Voice Search Optimization : An Incredibly Easy Method That Works for All

Google claims half of the inquiries will be directed by utilizing voice search by 2020.

It is safe to say that you are set up for this seismic move in SEO or for voice search optimization?

As a web site or business owner, your primary aim is to modify doubtless interested customers to search out and get your product or services.

If users are progressively using voice search to pick up data, optimizing your web site is sensible. By implementing the newest digital promoting ways, you can remain in front of the challenge and have the primary mover advantage.

What is Voice Search Optimization?

voice-search-optimization

Voice Search is when consumers utilizing their voice through a device,  typically a phone or home assistant to form a question via a search engine or digital assistant.

It’s growth statistics have exploded with the introduction of ‘smart speaker’ devices, like Amazon’s Echo, Google Home, and Apple’s new HomePod.

These devices have verified to be wildly common, which means that voice search isn’t any longer simply an elaborate toy that you simply use some times once you get a brand new phone and so ignore.

It has created its manner into our homes, and also the trends recommend that it’s here to remain. 

Voice Search Optimization is the optimization of keywords and keyword phrases for searches using voice assistants. 

Evolution of  Voice Search

Keep in mind when voice search required calling a number from your cell phone and saying your search query?

That was what voice search gave the look of in its infancy (to be a lot of precise, in 2010). And to very little surprise, few individuals really used it.

Since then, it has improved considerably. On June 2011, Google declared they were beginning to take off voice search on Google.com.

At first, the feature may well be accessed solely in English. Today, we’ve got a selection of regarding sixty languages supported by Google Voice Search. With the Hummingbird update in 2013,  the ideas of written and spoken search modified plenty.

The updated rule stressed regular language process and was aimed toward considering the users’ intent and also the context of the question.

From then on, search queries structured in sentences have come back a lot of relevant answers. With voice search, individuals usually raise a long query as they might commonly speak. Subsequently, the Hummingbird update gave an enormous push to voice search improvement.

The Trendsetters in Voice Search

voice-search-optimization-assistants

Some of the trendsetters in voice search incorporate Siri from Apple, Google Now, Cortana from Microsoft, Alexa by Amazon among others.

With evolving technology tech giants have reduced the error rate on voice search results, completely impacting user experiences.

Voice labs found that there have been a complete of thirty-three million voice-first devices in circulation. In a survey of SEO trends for 2017 and on the far side, voice search stood at the third spot.

When and where which are individuals utilizing voice search?

In his keynote, Google CEO Sundar Pichai reported that one-fifth of the questions on Google are voice look.

Teenagers are savvy clients of voice search, however, Thrive Analytics found that individuals in all age gatherings utilize mobile personal assistants. They use it on the go, with friends, and even within the restroom.

With the expansion within the use of digital assistants, Voice Search Optimization is vital to your SEO success. Let’s begin by understanding however it ties back to Google’s algorithmic rule.

1. User Intent

In 2013, Google launched a noteworthy algorithmic update — the Google Hummingbird. It started considering the user intent and logical importance of queries.

When individuals scan for your site, would they like to purchase something or would they say they are searching for information?

User intent tells us the reason an individual wrote their question or query into a search engine. Generally, the intent is clear and clearly expressed within the question with words like “buy,” “price,” “how to,” “what is,” etc. however alternative times, intent hides only in user’s mind.

The intent might or might not be expressed. Regardless — because of the Hummingbird update — Google digs into the context of the search question. They investigate sites’ content and furnish you with whatever answer is deemed most relevant.

voice-search-optimization-user-intent

For example, I’ll look for “Oscar winners” in search.

In the doubtless situation, I’m keen on the recent awards ceremony — not in results from twenty years past.

Search engines perceive this and take it under consideration. Therefore, you ought to take into account user intent once making content, so as to reinforce the connectedness of your pages to specific search queries.

So if you wish to optimize your page for a featured snippet, your main aim ought to be understanding user intent and giving your audience a direct answer. This can help you to optimize your webpage for voice search optimization.

On this subject, Jenny Halasz says:

“Try to match your customers’ intent together with your content, look for to answer queries, and supply details where attainable.”

2. Page Speed

Page speed means that the time required for your page to load. This additionally influences whether or not or not your page can seem in voice search results.

voice-search-optimization-Page-speed

Imagine an individual using voice search — they’re likely in a hurry or in a rush.  So to achieve those searchers, page speed improvement extremely could be a high priority. As an initial step, examine your present site speed with PageSpeed Insights. 

This tool tells you whether or not your site’s current loading time is quick enough, and recommends for a way to create it even quicker.

Note also that mobile speed is a lot of vital than desktop for voice search improvement or voice search optimization.

This goes for overall style also — ensure your web site is mobile-friendly since a majority of voice searches happen via mobile devices.

3. Long Tail Conversation Keywords & FAQs Pages

Now keywords aren’t any longer simply keywords. Keywords within the voice search world are long-tail+. The “plus” refers to the informal phrases that you simply ought to add once optimizing for informal voice search.

First of all, talking to your voice assistant, you’d begin with “Hey Siri…,” “OK, Google,” etc. These phrases cause you to assume you’re communication together with your device, not simply conducting a keyword-based question or query.

Therefore once trying to find the best hotels, you’re presumably to raise a question: “Hey Siri, which are the best hotels to stay?”

Your keyword strategy should currently be a lot of informal in nature and mimic however real users speak and raise queries verbally.

Start considering the kinds of queries you get, about your business while talking to customers on the phone, then begin documenting and recording the precise words they use once they talking with your customer representative

Once you have got an inventory of queries and statements your customers provide you with over the phone, you’ll then begin making content pages that specialize in those longer, a lot of informal search terms.

OR

An incredible method to use the same client data is to make FAQ pages that attention on those long-tail+ conversational watchword phrases.

Try and cluster common queries on an identical page. Opt for natural-sounding queries and phrases rather than the recent SEO-keyword phrases.

Also, anticipate a lot of direct queries from searchers. Searches like “best digital camera” can begin to disappear, and hyper-specific searches can become a lot of standards.

Supply fast, compact answers to queries that voice searchers are asking.

It will seem to be a difficult task, however making it won’t solely facilitate your website but, it show up in voice search results, however, it may increase your probabilities of showing in the Google “Featured snippet.

4. Featured Snippet

If you’re not known with the name “featured snippets,” you virtually acknowledge how they look like. Featured snippets seem at the highest of the SERPs.

Google pulls the foremost relevant content and places it in a very box like this:

voice-search-optimization-featured-snippet

Its matter as a result of up to half-hour of 1.5 million tested Google queries contain them. You’ll make sure that if the results embrace a featured piece, your voice assistant can pull its answer from there.

Therefore if you would like to rank in voice search results, you must target providing such quality knowledge that Google displays it within the featured snippet.

5. Structured Data Markup

Structured Data Markup is the code added to HTML markup and utilized by search engines to understand your site’s content in a better way.

Using structured data on your website can help search engines crawl and read your content efficiently. Having this data may also facilitate your pages in featured snippets and, consequently, in voice search results. Specifically, you can use it to provide better information to mobile devices about your site and its content.

So, if you are doing everything properly and manufacture content understood by search engines as most relevant (and if you get a small amount of luck), your piece can become featured.

When elaborating structured data, you must keep in mind it’s quick to become spammy. Use the information that has relevance to the content you give and eventually keep upgrading your markup, as everything tends to be changing constantly.

voice-search-optimization-structured-data-markup

Use structured data markup (applying the right schemas) to provide the voice search devices even a lot of data regarding your website and it’s content.

Structured information markup from schema.org is crucial for your web site because it defines a lot of specific data and makes it easier for search engines to accurately analyze your content and perceive its context.

For the implementation part, you can use Schema.org as they have a set of schemas which enable SEO specialists to markup their websites.

6. Local SEO and Business Listing

58% of consumers use voice search to find local businesses. This comes as little surprise since most people use voice search when they’re walking or driving somewhere to discover where they should go.

Most significantly, people conducting voice search possible use the phrase “near me”.

Say I decide to have a coffee then I’m more likely to say “OK Google, a coffee cafe near me,” than “coffee cafe in Pune.” In this case, the search engine will use my location to understand which cafes are closest to me at the moment.

Remember that “near me” queries are simply adding a location intent to a search. If you would like to rank for “cafe near me”, then, by all means, track that keyword’s performance on your ranking tools, but don’t worry about putting “near me” in your actual site code.

voice-search-optimization-local-seo-business-listing

Here is another way

Many voice searches are local in nature, having your Google My Business listing claimed can help increase your chances of showing up when a voice search is done pertaining to your local business, location or business category.

So, if you haven’t claimed your Google My Business listing yet, what are you waiting for?

It’s time! Claiming and optimizing Google My Business is a great way for Google to find out more information about your business, like the category of business you’re in, your address, phone number, business hours and more.

A lot of voice searches are for local queries and listing your business there will help you rank better for such queries. 

7. Domain Authority

Did you recognize that sites with infinite links rank more often in voice search?

The answer to the current question is true.

In fact, the typical Ahrefs Domain Rating of a voice search result’s nearly 77.

Average domain rating (Which is high)

Many voice search “results” are literally simply one result. And Google wants to provide you a solution from an authorized source. (alternatively a domain with most trusted and authorized).

In order to they lean on domain authority over page authority.

voice-search-optimization-domain-authority

For example, here’s a Google Home voice search:

Google Home voice search result
The answer comes from an authoritative domain (speedtest.net).
But the page itself includes a pretty low Page Authority (13).

The secret is this:
If you would like to rank in voice search, concentrate on the build-up your Domain Authority.
When you do, Google can wish to use your website} as source… even from pages on your site that don’t have a lot of links.

8. Rank Videos in the Search Results

Recently Google released what I call “Video Featured Snippets”.
This snippet as you’ll see, it’s a video result. however rather than a link to a YouTube video, Google pulls out the section of the video that’s relevant to your search.

Here’s an ideal example of what I mean…

Let’s say that you simply need to rank your videos on YouTube. therefore you opt to go looking for a few video SEO recommendation.

If  you employ a keyboard, you’re likely to go looking for one thing like YouTube SEO search
Sure, their videos are within the search results. however, they rank within the fifth spot.

voice-search-optimization-video-featured-snippet

YouTube SEO SERPs video
Look what happens after you search for a keyword: “how do I rank my YouTube videos”
You get a Video Featured snippet in Google SERP

The secret’s this:
Video could be a massive part of Google’s strategy for responsive voice search optimization queries. Therefore if you wish to induce your content before of voice searchers, you would like to rank your videos in Google.

An Outline of Our Most attention-grabbing Findings are As Follows:

(i) PageSpeed seems to play a vital role in voice search SEO. the common voice search result page loads in 4.6 seconds (52% quicker than the common page).

(ii) HTTPS sites command Google’s voice search lists. Truth be told, 70.4% of Google Home outcome pages are verified with HTTPS.

(iii) Google prefers short, brief responses to voice search queries. The standard voice search result’s solely 29 words long.

(iv) The schema might not play a key role in voice search rankings. 36.4% of voice search results come back from pages that use Schema (which is just slightly beyond the worldwide average of 31.3%).

(v) Authoritative domains tend to supply voice search results considerably over non-authoritative domains. In fact, the mean Ahrefs Domain Rating of a Google Home result’s 76.8.

(vi) Content with extreme levels of social engagement tends to perform well in a voice search query. In fact, the common voice search result has 1,199 Facebook shares and forty-four Tweets.

(vii) Simple, easy-to-read content might facilitate with voice search SEO. The common Google voice search result’s written at a ninth-grade level.

(viii) We have a tendency to found that only a few voice search results had an accurate question in their title tag. Therefore, making individual pages for every voice search question doesn’t seem to be a good voice search SEO strategy.

(ix) The normal word check of a voice search output page is 2,312 words. Along these lines, Google will in general source voice search answers from long structure content.

(x) Content that ranks top in desktop search is additionally terribly possible to seem like a voice search answer. Indeed, roughly 75% of voice indexed lists rank in the main 3 for that inquiry.

(xi) Showing up in a Featured Snippet may enable you to rank in voice search. 40.7% of all voice search answers originated from a Featured Snippet.

Wrapping Up

Voice technology is another step within the direction toward improving user involvement with semantics. Voice search may be a trend that’s on the increase and not leaving at any point in the near future.

User already using voice search broadly — and its quality can develop significantly in the coming years.

Those who already take voice search optimization into consideration in their SEO can improve their content visibility considerably, as voice search results more and more limited to the top pages. 

With voice search optimization, web site owners will simply offer answers to users needs and desires, that will increase traffic to their landing pages.

Searchers hungry for fast answers, this technology serves this needs and is a horny different to net search.

As a digital vendor, you wish to understand the importance of adopting new SEO trends to avoid falling by the roadside.

If implementing associate degree SEO strategy it’s time you incorporated voice search so as to make the most the increasing variety of individuals who are utilizing these tools for web search.

Learn about it, place it to use, and watch your business explode.

social-media-stories

The Ultimate Guide to “Social Media Stories”

“Social media stories” are a bit weird compared to regular content. For one, they don’t show up directly in users’ feeds by default. If somebody needs to look at the stories you produce, they need to manually access them.

Completely different apps and sites have other ways of displaying new story notifications; as an example, Instagram has icons of users who have created stories on the highest, and users will faucet them to examine the stories.

Secondly, any stories you are doing create aren’t around forever! Only to 24 hours, the stories automatically delete themselves.

This is often what makes stories a bit a lot of distinctive than regular standing updates –their lack of length suggests that they match a distinction niche than traditional updates.

Evolution of Stories

Stories are nothing new social media however with 3 of the massive boys battling it out at the highest we tend to thought we might take a fast look into however Stories have evolved over the years. Facebook, Snapchat and Instagram all enable the user to post their stories however who was first?

1. Snapchat

The Stories format for sharing content was 1st introduced into the social media landscape by Snapchat in 2013 that permits users to make up chains of content that might be viewed a limitless quantity of times over a 24-hour amount.

At the time, most media shops treated the medium as a brand new kind of video selfie: it had been considered a neat format that was clearly personal in its presentation, however on the far side that, most critics felt love it was simply means|a method} to save lots of Snaps in an exceedingly a lot of permanent way.

Sound familiar? Snapchat engineered their entire platform around this idea and it had been Instagram and Facebook who set to adopt the thought.

2. Instagram

In 2016 Instagram launched their version of stories that borrowed heavily from Snapchat. Instagram Stories allowed users to own an area to be within the moment and a touch additional fun amidst their regular posting of extremely structured, edited and formed photos. All stories lasted 24-hours and were engineered of video and pictures.

Around this point, some brands had already begun to adopt the Stories feature approach to promoting, however, most of those tries were extremely ad-driven—short, intrusive spots that centred additional on a product than revealing one thing new concerning the complete itself. In 2012 Facebook purchased Instagram.

January 2017 Instagram declared that they had one hundred fifty million user posting stories daily and as a result of this the Instagram extended adverts for his or her Story users.

3. Whatsapp

In February 2017 Whatsapp (another Facebook company) launched standing that allowed for sharing of GIFS, Photos, and Videos for a 24-hour amount.

4. Facebook

Finally, in March 2017, Facebook launched stories within the main Facebook Mobile App. This allowed users to share videos and photos from Facebook’s new camera.

5. Messenger 

Finally, in March 2017, Facebook launched traveler Day that permits you to share videos and photos as and once happen throughout your day.

Later in Gregorian calendar month Facebook rebrand as “Messenger Stories” The electronic communication app permits you to play games, send cash to friends and currently transfer stories – these are photos, videos, and text telling the story of a happening, be it an evening out, a visit to the board game or a vacation abroad.

6. Youtube

Youtube, the undisputed king of video, And currently its youtube World Health Organization simply launched its own wrestle Stories with a brand new video format referred to as ‘Reels.’

Reels is accessible to any Youtuber World Health Organization has over 10,000 subscribers (now you have got even a lot of incentive to grow your channel!).

The thought behind Reels is to permit creators to share content while not having to make a full video. For several creators, making full videos will take weeks! You have got to set up, film, edit, refine, then publish. Such a big amount of creators solely post once or double per week at the most.

Reels takes the pressure off making good, long-form content. Rather than making 10-minute options, Reels are solely thirty seconds long.

Very similar to Instagram Stories and Snapchat, you’ll add text, filters, stickers, and music to create the video actually your own.

There is lots of information that proves that social media Stories square measure following massive issue for marketers. Here is a few of it that you simply ought to bear in mind of:

social-media-stories

(i) 57% Female, forty-eighth Males and sixty-one teenagers (18-24) within the U.S. use Snapchat Stories.

(ii) 52% Male and forty-third feminine within the U.S. use of Instagram Stories.

(iii) There’s a mean of thirty-five .5% active users worldwide sharing their Instagram.

(iv) 7% of Facebook’s users share their recordings through Facebook Stories.

There square measure 450M daily active users on Snapchat, Instagram Stories, and WhatsApp standing combined.

The most well-liked varieties of Stories for a whole on Instagram square measure Merchandise content, stories that offer associate degree “Inside Look” involving a Guest Takeover or showcasing a happening.

Additionally, social media Stories square measure growing in quality and then, new options square measure intercalary unendingly.

Recently, Snapchat proclaimed it’d “allow users to share Stories to their coupled social media accounts or through text or email with a link to a webpage wherever those that do not have the app will read the message.”

This is often expected to spark new growth within the Stories quality across platforms.

Ephemeral Content Marketing Strategies with Ephemeral Stories

Are you ready to jump in? Here are some creative ideas on how to get the most of the social media Stories (Ephemeral Stories) whether you are planning to create them for Instagram, Facebook, WhatsApp or Snapchat to build your brand online.

social-media-stories-ephemeral-marketing-ephemeral-stories

1. Get Interactive

There are a variety of highlights you’ll be able to integrate into a story post to create them additional exciting and additionally engaging.

Besides tagging and @-mentioning others, Instagram has new options like polls and queries that you simply will augment a Story post. Raise followers to vote for his or her favourite or get them to send you a brief text reply to a matter.

You can conjointly tag stories with a location, repost alternative Instagram posts as a Story (which sends followers to it post if they swipe up), and obtain followers to send you an instantaneous message in response to a Story.

The latter could be a good way to solicit feedback from followers, and conjointly build your Stories additional interactive.

2. Add Links to Your Social Media Stories

Social media Stories aren’t solely concerning having fun. Marketers, naturally, even have to consider sales. The best thanks to increasing the traffic of your website and boost conversion rates are by adding a link to your Story.

Instagram and Snapchat enable users to introduce links in Stories, supplying you with the chance to market your merchandise, newsletters or alternative merchandise.

social-media-stories-links

 

An additional tip is to use an URL shortener like  Bit.ly or Capsulink for your links. That way, you may be able to access elaborate click analytics and measure the success of your content.

3. Take Advantage of Snapchat Geo-Filters

A Geo-Filter is associate degree overlay image that Snapchat users will place on their photos or videos taken at a selected location.

Victimization Geo-Filters is an efficient thanks to interacting with your audience and enhance their expertise along with your complete.

In addition, as user-generated photos and videos square measure shared online, it’s additionally a wonderful chance to spice up awareness of your complete.

Snapchat-Geofilters

One of the primary brands to use branded Geo-Filters was McDonald’s. They allowed users to feature a filter of a burger and fry graphic on their photos once they’re just about a McDonald’s building.

For instance, on Instagram Stories, some location searches have a story icon that permits users to look at recent stories that have used the actual location sticker. This is often an excellent thanks to facilitating your completely get discovered regionally.

4. Add mentions (@) for other brands and your fans 

Another attention-worthy feature of Instagram Stories is that the chance to say, alternative users.

For brands, this can be an excellent thanks to provides a shoutout to individual audience members for exploitation your complete, taking part during a contest or just thanking them for being a loyal fan.

The mention can produce a pop-up notification, showing the mentions to your followers. The person you’ve mentioned, in turn, can receive a notification.

Mentions-social-media-stories

Just like regular posts, you’ll be able to @-mention users in your Stories. Thus use it! A part of the facility of social media is creating connections and lavishing attention on others, and your followers can love being mentioned in your Stories.

5. Give the Live Video a Try When Creating Stories

A live broadcast will create your whole appear “more real” for the users. Live stories change users to examine, like, and comment in real-time.

This, in turn, creates a way of community and happiness. The live video format will increase the legitimacy of your messages and can bring the audience engagement to ensuring level.

social-media-stories-live-video

6. Invite Followers to Explore More with Clear Call-To-Actions

Adding a call-to-action (CTA) could be a good way to encourage your audience to try to do one thing when they need seeing your content.

Moreover, while not a particular CTA, your followers’ default reaction, presumably, is going to be to continue swiping to consequent post.

Consistent with Kissmetrics, CTAs among videos generated 380% a lot of leads than CTAs on a sidebar or web site.

Thus, if you employ Stories to prompt your followers to go to your web site or explore a brand new product, your sales ought to increase consequently.

7. Repost from Other Channels

As we have a tendency to mentioned, Stories tend to be terribly similar from social media network to network. Nothing is stopping you from cross-posting a Story you’ve created for Snapchat on Instagram, or vice-versa.

social-media-stories-cross-posting

Facebook even has constitutional Story sharing from Instagram, that makes cross-posting straightforward and painless.

It’s conjointly doable to save lots of a snapshot post as a video that you simply will then re-post on Instagram and Facebook. Therefore if you needed to share Stories between those sites, it’s conjointly straightforward.

Another advantage of reposting your content on alternative channels is that you simply square measure sure to maintain consistency in your posts from one network to a different.

Consistency is significant if you wish to create consumers’ trust.

8. Text-Only Stories

Instagram recently further the power to possess text-only Story posts. This is often an excellent thanks to integrating additional text content into a sequence of Story posts to assist tie them along or to inform a short story in words instead of footage.

Many brands using text-only Story posts with #hashtags and different links to assist propel a narrative forward, make a case for a brand new technique or teach followers one thing, and lots of different things.

9. Story Highlights

Did we say that Stories are ephemeral? This can be true, however, if you have got a specific Story that you simply wish to stay around for extended, currently you can!social-media-stories-highlights

Story highlights remain your profile as long as you wish, which supplies you a great deal of flexibility. Besides “pinning” a Story thus it doesn’t disappear once twenty-four hours, you’ll use Highlights to form a straightforward story.

You’ll in all probability wish to use this feature strategically, and not overwhelm your profile with a great deal of highlighted stories.

Whether it’s the flexibility to edit and manipulate pictures or letter of invitation to form a brand-related image or story, passing promoting ways to invite the user to act on a brand’s behalf.

Wrapping Up

Stories are still a comparatively new medium on social media, thus this is often the most effective time to start out capitalizing on all they provide.

Stories represent a brand new and exciting thanks to gift content, run selling, and advertising campaigns, and move together with your social media followers.

Whether you’re a tiny small business, a start-up, or a longtime complete, Stories ar fastly changing into the de-facto thanks to reaching your customers with quick, easily-digestible bits of content.

Stories will provide a nice twist to your selling methods providing new ways that to push flash sales, discount codes, gift exclusive content or produce publicity before the upcoming event.

Keep your eyes open and sit up so far with the most recent options and trends for Stories and make your brand stand out online.

micro-moments: the new consumer behavior

Micro Moments – The New Consumer Behavior

“Life isn’t lived in years or days or even hours it’s lived in MOMENTS

As mobile has become an important part of our daily lives, we’re witnessing a basic modification in peoples’ behavior the way people consume media and the interactions that now occur instantaneously.

There are hundreds of these moments occur every day—checking the time, texting, chatting with friends on social media.

Yet, at that point there are some different moments— I want-to-know moments, I want-to-go moments, I want-to-do moments, and I want-to-buy moments—that really matter. We call these “micro-moments“, and they’re distinct advantages for both customers and brands.

Micro-Moments

Micro-moments are intent-rich moments when decisions are made increasingly on a smart-phone to act on a requirement to learn something, do something, discover something, watch something, or buy something.

In this new age, it won’t be sufficient just to be available across more micro-moments. We’ll all be expected to stay a step ahead of consumers—to know their needs even better than they do.

Effective advertisers will have a lot of further understanding of their customer at each experience. They’ll concentrate on obtaining a point by point, information-driven view to truly know them and help them along with their individual journeys.

consumer behavior

“Knowing your customer is great, but knowing how they behave is even better” – John Miller

Micro-moments have been quickening customer desires for “right here, right now” experiences.

Consumers have become more empowered than ever to get what they want and when they want it.

Here is the glimpse of Consumer Behavior

1. The “Well-Advised” Consumer

Think about the last time you used your phone to search out a solution or guide a choice.

People today need to be enabled to settle on the correct choice, massive or small—and they’re turning to their phones for recommendation to guide them. So that they are often assured in any call they’re creating, massive or little.

Well-Advised Consumer

2. The “Right Here” Consumer

People additionally expect digital experiences to be created only for them—including experiences that are tailored to the area they’re in the present moment.

Today, consumer expect brands to collect enough info to deliver location-specific responses while not somebody having to go looking for all the world.

Even they assume their mobile will know wherever they’re and can deliver info consequently.

Right-Here Consumer

3. The “Right Now” Consumer

Ever required a café reservation, a hotel room at the last minute? Or on the other hand medical store? Consumer turns to their smartphones more than some other source to assist them to get things done, decide or buy.

And everyday consumers are progressively dependent on their smartphones to help make a last minute purchase or they expect that brands should react by understanding their wants and addressing them immediately.

Illuminating this behaviour and also the associated customer expectations have proven to be extremely helpful for marketers.

In some ways, the micro-moments communication has provided a reset and a roadmap for companies. It helped marketers deem that moments mattered most, and it created urgency.

Strategies to Succeed in Micro-Moments World

 

Micro-Moments

 

There are many micro-moments throughout the day people use their mobile phones to search out answers to their queries and solve issues whereas on the go. This means there are more opportunities than ever for your brand to be there and useful. People depend on their mobile devices to manage their lives and encourage their plans.

1. I-Want-to-know Moments

At the point when people look at their cell phones for information or motivation, they rely on relevant and quick results. These I-Want-to-know Moments are chances to decidedly impact view of your brand image.

(i) Anticipate customer questions – grab your smart-phone and perform a number of the highest searches associated with your category. Is it accurate to say that you are there?

(ii) Ensure answers are easy to search out – create it simple for customers to find the information they are trying to find regarding your complete brand or product.

(iii) Help customers at each step of the way – Even for larger purchases or future goals, mobile analysis plays a part. Ensure your brand offers potential customers useful data for each part of their decision-making process.

I-want-to-know moment

2. I-Want-to-Go Moments:

I-want-to-go moments happen when individuals are searching for things in their location be it an exercise centre, a shopping centre, coffee shop or a plumber. To win these moments, meet customers by utilizing location signals to focus on relevant locations, store inventory and driving directions.

(i) Recognize the importance of local search – In I-want-to-go moments, proximity matters since customer’s area unit searching for a link to the physical world. Once you are developing your advertising strategy, take into account the importance of location-based searches (i.e breakfast close to me, salon near to me).

(ii) Make your ads relevant to local messaging – People wish to seek out the information they are searching for as quickly as possible in their I-want-to-go moments. Direct customers to your stores by providing directions and featuring the in-stock things they need.

(iii) Provide helpful local info on your web site or app – Convenience usually matters in I-want-to-go moments over complete loyalty. Create it straightforward for customers to seek out helpful information such as hours, inventory, and pricing-while on their smart-phones.

i-want-to-go moment

 

3. I-Want-to-Do Moments

Thanks to mobile, the instruction manual is a thing of the past. Customers currently use their mobile devices and online video for facilitating with huge issues, tiny fixes and everything in between. And brands that are useful in these I-want-to-Do moments can leave a long-lasting impression.

(i) Identify your consumers’ moments of desire – Explore the actual times of day, week, or a year once how-to searches for your brand category are preferred, and make sure that you are providing helpful content in these moments.

(ii) The importance of online video – Consider what your consumers are doing with your product or service, and make sure you have-to videos that can help.

Add descriptive titles, details, and relevant tags to your how-to videos so that consumers can get to them quickly.

(iii) Make sure your content is mobile-ready – Your online videos should be viewable from any smartphones or gadgets, at whatever people choose to tune in.

i-want-to-do moment

 

4. I-Want-to-Buy Moments:

I-want-to-buy moments can happen anytime and anywhere- in the makeup aisle, in the kitchen, or on the street. When people need help deciding what to buy, your brand can influence their choice by being there with the right information and providing a frictionless checkout.

(i) Identify your shoppers’ micro-moments – Talk to your buyers to make sense of how and when they are researching and creating purchase choices.

(ii) Deliver relevant online communication – Look how customers are searching- the queries they raise, the terms they use – and build the ads and content that give useful answers.

(iii) Measure each shopper touch point – To account for all the ways in which digital impacts a consumer’s call to shop for one thing, take steps to live results online, across devices, in apps, and in stores.

i-want-to-buy moment

Wrapping Up

So to capitalize on that behaviour and win over consumers, marketers have been forced to rewrite the rule book. You’ve had to double down on addressing the needs of consumers at the moment, committing to being there and being useful each and every time you can help advance the journey. In short, marketers have had to start being a lot more assistive towards their targeted consumers.