Social Selling Blog

 

What people don’t realize about LinkedIn is that it’s home to executives of B2B and B2C businesses. For a social media platform that has more than 500 million registered members, it’s totally underestimated as a venue for brand marketing.

 

Aside from connecting with people you know, you are more than capable of getting targeted leads on LinkedIn. The question is, how.

 

If you’re planning to take advantage of LinkedIn’s quality of users, now is the time to up your game.

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A 3-Step Guide on How to Get Leads on LinkedIn

Here are three very easy steps you can start doing today!

  1. Profile Optimization

Don’t get scared away by the term “optimization” because to tell you frankly; anyone can do it with the correct approach. Which means you can do it for your LinkedIn profile. All you have to do is fill it out.

 

Two questions:

 

  • Why do you need to optimize your LinkedIn profile?

Your LinkedIn profile contains the information that people will use as search terms. And that’s the point, right? For you to appear on search results that are relevant to your niche. If you want to generate leads, your profile is the greatest weapon you can use.

 

  • How do you optimize your LinkedIn Profile?

Three words: “proper keyword research”. Leverage terms about what it is that you do and which is something you’re good at. These are your selling points and the exact keywords that you want to get showed up for. It sounds like an SEO thing because, apparently, generating leads on LinkedIn requires basic SEO tricks.

 

Every portion of your LinkedIn profile plays a significant role in getting connections and leads. It isn’t necessary for you to use a lot of words, but the character count can also measure profile performance.

 

Refrain from throwing in a ton of keywords just to try and catch those leads all at once. That’s a recipe for your downfall. As you can see, LinkedIn has enough space for direct value. 

 

You need to be as specific as possible when you’re optimizing your LinkedIn profile. For example, if you’re looking for leads interested in “Social Media Management” or “Marketplace Optimization”, then these should be on display on your profile, especially on your headline. You’ll have to bank on the strongest points that represent your personal brand. 

 

  1. Audience Engagement

Make your presence felt by sharing your interests and your knowledge about them. You have to share relevant ideas to promote awareness of your niche. When you do this, you build something that strengthens your LinkedIn profile: authority.

 

Providing regular updates, for at least once a week, will increase your chances of getting contacted for new opportunities. And be consistent with your posts. Pick a time of habit where your audience can build a sense of reliability from your presence.

 

It’s also essential to share content that does not sound like you’re selling. LinkedIn audiences are responsive to experiences and stories. 

 

On your posts, write intriguing headlines that open up with something like “how-to...”, or “a list of…” that are followed with relevant answers and solutions, no matter how typical they may seem.

 

And remember, you still have to apply basic SEO on keywords written on your headlines and content body.

 

To get more engagements, don’t hesitate to cross-promote your LinkedIn content on other social media channels. It could be a way for you to invite your friends and followers on other platforms to join LinkedIn and be part of your connection. That generates a bunch of new leads from a simple snowball effect.

 

Then again, CTAs are always, always a good idea. So, don’t hold back in encouraging your audience to take action even for just a post like. 

 

Engagement also affects profile optimization. While you’re trying to do that, using links on blogs and articles will drive more engagements than images and videos, although all three work at different rates. It has been found out that LinkedIn audience has a higher comment rate on images and videos get more shares. So, it’s up to you to take the pick on which kind of action you need from your audience.

 

  1. Advertise Your Content

LinkedIn sponsors content, too!

 

You can generate consistent and streamlined connections and leads by advertising your content. Sponsored content allows you to reach out to LinkedIn users who aren’t in your connection list yet. 

 

When you publish LinkedIn posts, your established visitors and followers are the only one who sees them. If you want to go beyond that, which you do— undoubtedly, allow LinkedIn to automate this one for you.

 

You may think that this is just like the usual campaigns done on other social media platforms like Facebook, Instagram, Twitter, etc. However, LinkedIn has a couple of distinct targeting capabilities, which you will probably find impressive.

 

  • Specific targeting options. There’s no second-guessing! Your ideal target is within your reach. Instead of wasting your appearance on an audience who won’t see the value on your interests, LinkedIn gives you the freedom and the options to pinpoint the people you want to see your posts and updates.

 

  • Published on company pages. While you can directly target your chosen audience, LinkedIn’s sponsored content does not appear on your company page. It seems, however, on their newsfeeds, top banners, or sidebar suggestions. There’s no way they’re going to miss your updates.

 

In Conclusion

Keep Your Eye On The Prize: Audience Targeting

Now, it only goes to show that LinkedIn is indeed one of the most undermined social media platforms that can be used for marketing. It certainly has a taste for people who are highly interested in building professional relationships. And for once, you don’t necessarily have to pitch in. The secret lies deeply in targeting an audience with consistent engagement.

 

The steps on how to get leads on LinkedIn are simple, and you have to go and work on it. If you do it right and take the chance today, you can get started by growing your leads and connections daily. And don’t forget to follow-through with your measures. Eventually, what began as potential will become your constant generating rate.


Find out your options on social media. Visit Social Sellinator to explore effective social media management solutions tailored to your industry.

 

 

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Are you not attracting visitors to your website despite your digital marketing campaign? If yes, there must be something wrong with your strategies, particularly on your search engine optimization (SEO) push. It is essential to do a regular SEO test or analysis to monitor the performance of your campaign.

 

Conducting a regular SEO assessment allows you to discover the fine points and flaws of your SEO campaign and make the necessary adjustments to optimize results. With proper working SEO, you can attract valuable site traffic and potential leads. This article will discuss the common SEO mistakes you might incur, how to conduct an SEO analysis, and how to improve your SEO performance.

 

What Are the Common SEO Mistakes to Avoid

 

SEO is one of the most effective digital marketing strategies to boost your sales. Becoming updated with the latest SEO optimization strategies will maximize the performance of your website. Here are some SEO missteps you should avoid to ensure the effectiveness of your SEO campaign:

 

  • Practicing keyword stuffing – You might think that using your keywords a lot will boost your content’s rankings by Google and other search engines. However, it could be the opposite as too much keyword use or overstuffing will make your content spammy. If your content is labeled as spam, it will become useless and will hurt your SEO campaign.

    To avoid this label, use your keywords naturally at strategic placements. The best practice is to use your keyword in the first 100 words and include latent semantic indexing (LSI) keywords or variations of your main keyword throughout your content.

 

  • Posting plagiarized or non-original content – Using plagiarized or copied content on your website will make it a ‘pariah’ to search engines. Invest in producing original and valuable content to improve the performance of your website. Make sure to post relevant, informational, and error-free content to build the reputation of your site.

 

  • Failure to invest in a mobile-friendly website – The majority of Internet users nowadays use their mobile devices to access and consume content. In the United States, 94% of people use their smartphones to search for local news or information. Your rating on search engines will be severely affected if you fail to make your website mobile-friendly. To avoid a possible drop in your ranking, test if your website is mobile-compatible.

 

  • Using the wrong keywords – The wrong choice of keywords will leave your content at the bottom of search engine rankings. Even if your content is top-notch, if you fail to use the keywords preferred by users and search engines, it will be useless.

    To make sure you are using the right keywords, use optimization tools like SEMrush, Google Trends, and Google AdWords Keyword Planner. It would be best to use different types of keywords to increase the ranking of your content. These types are broad keywords, long-tail keywords, fat head keywords, and chunky middle keywords.

 

  • Failure to use title tags, image tags, and meta-descriptions – These SEO elements are important to search engines when crawling for content. Failing to include these essential components will hurt the researchability of your content.

 

  • Linking to low quality or unrelated internal and external links – Your use of internal and external links also affects the performance of your content’s SEO. Make sure your internal links are related to your content. Also, use reputable and well-ranking websites as external links.

 

  • Unwillingness to leverage social influencers to share your content – When sharing your content on social media, you should consider leveraging social influencers to promote it. Having an influencer to share your content will gain instant attention, while having them to promote your content will increase its visibility to the search engines.

    The many benefits of leveraging influencers to build your relationships and conduct structured outreach make this a must in your optimization plan.

 

  • Lack of SEO performance analytics and monitoring – Failure to analyze your content’s performance will leave you in the dark about how your SEO campaign performs. You may use tools like Google Webmaster Tools and Google Analytics to regularly monitor and evaluate your SEO campaign.

 

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5 Steps in Conducting an SEO Analysis

 

An SEO assessment is a vital part of your SEO strategy to boost your website content’s ranking potential in search engine results pages (SERP). This process will allow you to identify what’s working and what’s causing your content’s failure to rise. Let’s discuss the steps you should take to find out your website’s flaws:

 

  1. Investigate your visibility on search engines like Google – Start your analysis by determining your content’s SERP performance and the overall visibility of your website on search engines. Having a clear view of where your website sits on the rankings will allow you to develop an optimization plan.

    In calculating your search visibility, collect all the rankings of your keywords and compute the estimated click-through-rate (CTR) based on each ranking. Add all the CTRs and divide the total by the number of your keywords. The higher the result, the better is your website’s position in the Google rankings.

  2. Analyze your content – Your content is an essential component of your content marketing strategy. Make sure you have no duplicate content by eliminating every duplicate you found immediately. Start your analysis with your top ranked pages.

    There are several things to check in your content. Make sure your URLs are around four to five words long, and your meta-descriptions contain your primary keyword. Ensure your titles and headings are relevant and attention-grabbing and should also contain your keyword.

    Check the quality of your backlinks or external links. Try to link your content to ranking and trustworthy websites to increase your site’s reputation. Your internal links should also be relevant to your content. Make sure to fix any broken link to improve user experience and avoid its negative effects on your SEO.

  3. Check your domain, images, and technical SEO – To improve your SEO, use a simple, short, and easy to remember domain name that reflects your brand or business. Don’t use hyphens and special characters. To optimize your images, use alt tags and include keywords in your brief descriptions. Also, compress your images for faster loading of your content.

    Your technical SEO also affects the visibility of your website. Some of the technical components you should check are your XML sitemap, robots.txt file, and website security. You may buy a Secure Sockets Layer (SSL) certificate to boost your security.

  4. Scrutinize your spam score – The quality of sites linking to your content can affect your spam score. Make sure to investigate your inbound links and eliminate those from low-authority sites to improve your score. To eliminate bad inbound links, you may request the websites to remove them or use a disavow links tool.

  5. Monitor your page speed – The loading time of your page is among the metrics used by Google’s algorithm to rank your content. Having slow speed affects your page’s indexation and your user’s experience. It would be best to improve your page’s loading time for better SEO performance.

    There are several strategies you can use to improve your page loading speed. One of these techniques is by compressing your images to make them load easier. You may also use file compression software to compress your HTML, JavaScript, and CSS files larger than 150 bytes.

    Other strategies include increasing your server response time, activating your browser caching, and using content delivery networks (CDN), also called content distribution networks.

 

3 Ways to Fix Your Mistakes and Improve Website Performance

Your SEO audit or analysis is the start of your effort to find and fix your website’s flaws and improve your SEO campaign. Use the results of your audit to develop a plan to boost your SEO ranking on search engines. Here are the three steps you can take to fix your SEO issues and optimize your campaign:


  1. Evaluate the results of your SEO analysis – Your audit report will reveal what’s working and what’s not in your SEO campaign. Analyze the results intently and determine the areas that need immediate actions and focus on them. Also, find the components that significantly affect your SEO and improve or optimize them if necessary.
    The quality of your analysis will determine your overall campaign’s success, so don’t take this process lightly. You may use tools like Ahrefs’ SEO checker to help you in your assessment and redesign. These tools can offer you possible solutions in fixing the flaws and shortcomings of your content marketing strategy.

 

  1. Tweak or develop your SEO plan based on the results – Your next step is to redesign your campaign to eliminate the flaws and improve performance. If you already have a plan, integrate your solutions to resolve your mistakes. If you don’t have, it’s time to create one.

    There are several key steps in creating an SEO marketing strategy. These steps include:

 

  • Deciding your target market – Identify your target customers and website visitors and research their online behavior, wants, and needs. It will allow you to develop a plan that caters to them.
  • Listing your keywords – Your content’s visibility to search engines will depend mainly on your keywords’ quality. Research and list the keywords your target users will likely use when searching online. Use tools like Ahrefs and KeywordsFX to facilitate your search.
  • Investigate your competition – Studying your rival’s strategy will allow you to create a plan to compete or gain a competitive advantage. You can also learn new SEO strategies by monitoring your competitors’ SEO campaigns.
  • Plan your content – Create your content and develop a schedule for posting on your site. Also, consider a social media campaign for your content to maximize its reach.
  • Monitor performance – Track the users’ responses to your content and make the necessary adjustments.

 

  1. Execute your redesigned strategy and adjust moving forward – After your redesign or plan creation, you need to implement it to determine its effectiveness. Make sure to monitor and assess your campaign’s performance regularly. This way, you will know immediately if your solutions are working or not.

    As you move forward, continue to refine your campaign based on your monitoring or regular SEO analysis results. You should also be aware of the changes in your market’s behavior and updates on search engine algorithms and use them in your strategy.

 

Final Thoughts

 

SEO is a crucial component of a content marketing campaign. Learn the things to avoid and how to conduct an SEO analysis to help optimize your content. Also, know how to adjust your content to make them perform the way you envisioned. However, if you feel you need assistance for these tasks, our experts know the ins and outs of SEO campaigns. Set an appointment today, and we will be glad to help.

 

 

 

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The coronavirus disease continues to spread around the world with no signs of slowing down. It already infected millions of people and killed tens of thousands worldwide. It also caused widespread unemployment, as well as permanent or temporary business closures.

Based on the current situation, the impacts of COVID-19 will likely get worse before things get better. If you are a business owner, you need to think smart and look for opportunities to market your company to survive the pandemic. Make a plan to be active and be relevant in your community to boost awareness of your brand and reputation. You also need to maintain your social media marketing to bolster your brand’s recall.

Things You Can Do to Help Your Community During the Pandemic

The coronavirus has wreaked havoc to the lives of millions of people worldwide. The social distancing and lockdown measures implemented by governments have caused economic difficulties and mental health issues to people.  As a business, the pandemic is an opportunity for you to make a difference in your community and show you care. Giving back to others during this dire situation can reap significant rewards for your business when things go back to normal. Here are some things you can do to help your community during the crisis:

 

  • Donate funds to volunteer organizations – Millions of people need help during the crisis. Responsible government agencies and organizations need funds to provide relief to the vulnerable. If you have extra funds, you can donate them to hospitals, health centers, and volunteer organizations that provide financial aid, temporary shelters, and foodto those in need.
  • Take care of your employees – Make sure to support your staff first before others. You can continue to pay their salaries and communicate with them regularly to check on their conditions. If you cannot afford to pay their full wages, you can provide them with an allowance.
  • Provide relief to vulnerable families in your community – If you can, reach out to your friends, relatives, and neighbors who need help financially and emotionally. You can assist the elderly and disabled, and those who suffer from depression and anxiety. Giving support to others can also provide you with an emotional boost.
  • Contribute without spending cash – You can also offer assistance without spending money. For example, you can donate some of your non-perishable food supplies like canned goods, rice, beans, and pasta to food banks. If you have computers at your office, you can lend them temporarily to others who rely on the Internet for access. You can also donate unused clothing, and hard-to-find necessities like hand sanitizers, rubbing alcohol, paper towels, and toilet paper.
  • Donate blood – Due to the pandemic, there is a significant decline in blood donations that resulted in shortages. You can encourage your friends, relatives, and staff to donate their blood to the Red Cross to help those in need.
  • Promote self-care – Another way to help is to make sure you stay healthy and avoid risky activities that can make you vulnerable from COVID-19. Follow the public health guidelines like wearing mask and physical distancing in public to prevent you from becoming part of the problem.
  • Volunteer to provide mental health support – Mental health issues have increased during the pandemic. You can help by volunteering for organizations like Crisis Text Line to provide help to individuals in crisis.
  • Show support to healthcare personnel – With the high number of coronavirus patients they handle every day, medical professionals face a tough battle physically and emotionally. Expressing your gratitude and showing your support can make a big difference in boosting their morale.

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How to Promote Your Business on Social Media During and After the Pandemic

As you help others during this public health crisis, don’t forget to manage and prepare your business for the future. The social media platforms are the best place to do it as most people use them to connect with others during the lockdown. Here are some strategies you can use based on your business condition:


  • Maintain your communication with customers – The pandemic has caused considerable stress, anxiety, and fear to millions of people, including your customers. By communicating with them regularly, you show you are sensitive to their plight and empathize with them. You are also sending a message that your business is ready to assist them and provide their needs.
  • Design a new strategy to promote your products or services and bounce back after the crisis – The business landscape has changed significantly due to the virus. To remain competitive, create a new strategy to promote your business while on isolation and bounce back when the situation improves. You can target companies that are thriving, or launch other products or services that are in-demand.
  • Sustain your social media presence by posting new content – Prepare your business for the post-pandemic scenario by focusing on content creation during the lockdown and business closures. Make sure to create relevant content that answers your customers’ pain points during the crisis. It will give you a competitive advantage over your rivals when things go back to normal.
  • Adopt your automated marketing campaigns to the pandemic – Update your automated activities, like advertising and email messages to reflect the changes due to COVID-19. You can also use social listening and sentiment tools to keep updated with your customers’ sentiments and design your strategies based on them.
  • Maintain your social media marketing budget – Although the pandemic will surely affect your bottom line, it should not affect your social media campaigns. It is the best time to promote your business and bolster your marketing efforts. Boosting your social media activities will enable you to gain market share and become the dominant voice in your industry.
  • Follow these steps to manage your social media during COVID-19

 

The COVID-19 pandemic has significantly altered the way businesses conduct their operations and communicate with their customers. As a business owner, you need to adopt a strategy that fits the situation. By maintaining your social media presence during the crisis, you are positioning your brand for success in the new “normal. “

 

 

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Is your Google Ads Conversion Rate, or the lack thereof keeping you awake at night?Well, you’re not alone. ‘Conversion Rate’ is one of the best ways to understand the performance of your ad campaign. 

 

The ‘Conversion Rate’ of your ad campaign defines how effective your marketing strategy is. Having a high ‘conversion rate’ means your marketing is good and you’re likely to see ROI on your ad-dollars

 

Google Ads can potentially be an expensive investment if not handled right. You might be gifted at providing smart copy, and yet that will not guarantee you sales. There are several different aspects to Google Ads that are worth understanding.A lot of these aspects can impact the conversion rate for your Ad campaign, thereby impacting the performance of your campaign.  

 

This article is intended to be a detailed guide on understanding the mechanics of Google Ads, how to increase your Google Ads Conversion Rate, and to help you avoid mistakes that others have made. The goal: boost your sales numbers.

 

Let us start with the absolute basics of conversion in Google Ads. 

How is success measured in Google Ads campaigns?

Any ad campaign would need some sort of metric to measure its success and effectiveness. Enter ‘The Four Horsemen’ of Ad campaigns -

 

  • Cost Per Click (CPC) 
  • Cost Per Acquisition (CPA) 
  • Click-Through Rate (CTR)
  • Conversion Rate or CVR

 

Cost Per Click 

 

Cost Per Click (CPC) means the maximum amount you would pay for each click on your ads.

 

Cost Per Acquisition  

 

Cost Per Acquisition is also known as Cost-Per-Action in marketing circles. It’s the average amount to be charged per conversion from your ad. To calculate the average CPA, divide the total conversions cost by the total number of conversions. 

 

Click-Through Rate (CTR) 

 

This ratio shows how often potential customers who see your ad end up clicking it. This is the Click-Through Rate (CTR), and it can be used to determine how well your keywords and ads are performing.

 

And now, over to the big question.

 

What is the Conversion rate in google ads?

 

Conversion Rate is “the average number of conversions per ad interaction, shown as a percentage.”

 

In simple terminology, your conversion rate is the total percentage of visitors on your website that end up engaging with the site in a way that you want them to engage, or in other words, “convert.”

 

A “conversion” could mean a variety of things. Listed below are a few common forms of conversions :

 

  1. Making a purchase.
  2. Submitting a form (contact us form, etc.).
  3. A direct call to your business.
  4. Engaging with your online chat.
  5. Signing up for paid or free subscription such as a newsletter.
  6. Registration on a website.
  7. File Downloads (trial software, eBook, mobile application, etc.).
  8. Using something (new/advanced feature on your software or app, simply using your software/app for a certain amount of time).
  9. Upgrading their service.
  10. Any form of engagement with your site (hover time on the website, repeat visits, number of pages visited).

 

Like the ones listed, there are several other conversion actions with which users can engage on a website, but this should provide you with a general sense of what a “conversion” is. A conversion is a measurable action that progresses a potential customer towards systematically becoming a paying customer.

Calculating Conversion Rate 

To calculate the conversion rate, divide the number of conversions by the number of total ad interactions that can be tracked to a conversion in the same period. The conversion rate formula is below :

 

Conversion rate = (conversions / total visitors) * 100%

 

As an example, if you have 75 conversions from 1,000 interactions, your conversion rate would be 7.5%, since (75 ÷ 1,000) x 100 = 7.5. Can it be that simple? Yes, it can! It is made even simpler because most online advertising tools show you the conversion rate on their interface.

 

  • If you track more than one conversion action or decide to count each conversion, your conversion rate could be over 100%, as more than one conversion is calculated for each engagement.
  • You should utilize conversion tracking in your account to measure the conversion rate and eventually use it to help guide your advertising strategy.

Tracking Conversion Rate in Google Ads 

Conversion Tracking enables the user to analyze a customer’s interaction with regards to your ads - in cases like if they purchased one or more of your products, subscribed to your mailing-list, contacted your business via email or phone, initiated an app download, etc. 

 

When a prospect has made an action that you determine as valuable, these customer actions known as “conversions” are evaluated using conversion tracking. 

 

Why Use Conversion Tracking?

 

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  1. Understand what’s most effective to deliver optimum customer activity in terms of keywords, ads, ad groups, and campaigns. 
  2. Automatically optimize your campaigns by using smart bidding strategies to suit your business goals. 
  3. Provides you the flexibility to understand customer engagement with your ads across various devices. The “All Conversions” reporting column gives insight into cross-device, cross-browser, and other conversion data. 

How does conversion tracking work?


We begin conversion tracking by creating a conversion action. You can do this in the Google Ads account section. It is a specific customer activity that needs to be defined as valuable to your business. Conversion tracking can be used to track various kinds of actions :  


  1. Website actions: Purchases, signups, other interactions a customer makes with your website. 
  2. Phone calls: Calls made to your business directed from your ads, calls to a phone number on your site, click on a phone number on your mobile website, all of which would come under “phone call conversion tracking.”
  3. App installs and in-app actions: App Installs on your Android or iOS device, and purchases or other engagement within those apps, which would come under “offline conversion tracking.”
  4. Local actions: Actions that are counted whenever a customer interacts with your ad because it is specific to a physical location or store.

Depending on the type of each conversion source, the conversion tracking process can work a little differently. For every kind of origin, it tends to fall into one of the following categories:


  • A conversion tracking tag, or code snippet, etc. can be added to your website or mobile app code. Clicking on your ad from Google search or selected Google display network sites, or when viewing the video ad, a temporary cookie is placed on the computer or mobile device of the customer. 
  • Once visitors complete the action you defined, the system recognizes the cookie (through the code snippet you added), and thus a conversion is recorded.
  • Some types of conversion tracking don’t require a tag. For instance, for tracking phone calls from call-only ads or call extensions, you use a Google forwarding number that follows precisely when the call came from your ads. 
  • It can also be used to track details like call duration, call start and end time, and caller area code, etc. Additionally, in-app purchases and app downloads from Google Play and local actions will automatically be recorded as conversions, without tracking code.

Once conversion tracking has been set up, the data on conversions is visible for your campaigns, ad groups, ads, and keywords. Analyzing this data will help you understand if and how your advertising is helping you achieve vital goals for your business.

 

Security and privacy with regards to website tracking


Google follows strict security standards and protocols. Google Ads only collects data on pages where the associated tags have been applied.


It is of vital importance that you are providing customers with clear and comprehensive information about the data being collected by you, on your websites, and getting consent from the customer for that collection, wherever legally required.

Conversion rate benchmarks across different industries

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What is the most obvious way to measure the performance of your campaigns? The answer: By using one’s historical data to measure success of campaigns. The inherent issue here is that it is only your data, which can only give you a handful of actionable insights.

 

Now, this does not mean that the data loses value, no. This data will showcase your monthly progress, but it is being compared only with your own past performance. 

 

We need to see how this data holds up against industry averages. And this information is required to see if your ad campaign has been successful. 

 

Achieving a high conversion rate and low costs per conversion has to be a top priority for you to see substantial returns on your advertising spend. Otherwise, you will merely be paving the way for your competition. 

 

We further need to define what high conversion rate and low costs per conversion look like. Understanding how conversion rate optimization changes depend on the industry. The goal is to give you the essential conversion rate benchmarks necessary to kickstart your conversion rate optimization (CRO) efforts effectively. 

 

Not too long ago, Worldstream analyzed their client accounts to find answers on conversion rates across varying industries. 

 

They ran analytics across 20 different industries, including the following:

 

  • Dating and Personal
  • Travel & Tourism
  • Legal
  • Education & Employment Services
  • Auto
  • Consumer Services 
  • Animal Care
  • Real Estate
  • Medical & Dental
  • Health
  • Hospitality
  • Finance

 

So what do we understand from the average conversion rate for search and display?

Advertisers on Google Ads (on average) show a conversion rate of 3.17% on the search network and 0.46% on the display network. You will notice a substantial climb in these figures over the past couple of years, which would encourage advertisers and agencies all the same. 

 

Benchmark figures are essential to your business

 

It will be tough to determine how well you’re doing relative to the competition, without benchmark figures. Assume that you have had a CVR of 0.5% and managed to push that figure up to 2%. When compared to your historical data, it looks beautiful. However, when you learn that the Google Ads industry benchmarks for the search network are 3.17%, you’ll realize that you’re not doing so well after all. 

 

Your campaign should meet the averages, and that involves a lot of work. The idea is to view the industry average as a marker, to achieve those figures and do what needs to be done to push beyond. 

 

As for the display network, the highest industry, according to the industry averages in terms of display, is the dating and personal Industry, converting at an average of 3.34%. This industry has ranked higher than finance, as well as insurance. 

 

The five best-performing conversions for display:

 

  • Dating and Personals: 3.34% CVR
  • Legal: 1.84% CVR
  • Education & Employment Services: 1.57% CVR
  • Finance and Insurance: 1.19% CVR
  • Auto: 1.19% CVR

 

And who do you think is at the bottom of the pile for display?

 

It’s not something one would expect - home goods. The CVR here is a staggeringly low  0.43%.

 

The top-performing industry for search CVR is dating and personalities. It’s CVR of 9.64% CVR is a substantial 2.66% higher than the legal category..

 

The five best performing conversions for search:

 

  1. Consumer Services: 6.64% CVR
  2. Legal: 6.98% CVR
  3. Employment Services: 5.13% CVR
  4. Finance and Insurance: 5.10% CVR
  5. Dating and Personals: 9.64% CVR

 

Knowing about these benchmarks is vital for your business because you need to know where we stand against your competitors and it helps you estimate your costs and ROI. 

How do you increase the conversion rate for your Google Ad campaigns?

Without knowing how to analyze the conversion rate data, having the data itself will be of little help. Knowing what to watch out for within this data is what will help you bump up your conversion rate.

 

Conversion Rate Optimization, or CRO, is the process of optimizing the landing page of your website to give you added conversions from your website traffic. Where CRO comes handy is in getting the most out of your current website traffic. As an example, improving your conversion rate from 1% to 2% will double your conversions, all the while maintaining your website’s current traffic. 

 

There are two types of optimizations we need to understand : 

 

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Pre-click optimization

 

This form of optimization is essentially shaping your ad to have a lasting impact on your prospects before they click on it. 

 

  1. Headline: Most headlines fall short of being precise, and more importantly, they don’t persuade the customer. Your headline should convince the customer concisely and straightforwardly, showing them only the benefits of your product.  
  2. Descriptions: Never shy away from attempting different specifications and layouts, observe and analyze what appeals to your prospective customer.
  3. Tailor your ad extensions for each ad: You’d be surprised how useful optimizing ad extensions are. Using an ad extension that is related to your ad and one that adds value by improving the customer’s journey can improve your conversion rate.
  4. Negative keywords: You should frequently perform keyword diagnoses to identify negative keywords. These are keywords with bids that are not too high, or that prevent triggering similar ads, thus avoiding unwanted spending.
  5. Keywords selection: The idea is to keep things simple. Understand that the more keywords you are adding for an ad campaign, the more compounded the probability of getting a high conversion rate. Be very clear, specific, and intentional when selecting keywords. 
  6. Addressing searcher intent properly: Keep in mind that your potential customer base is always on the lookout for products on Google. Understanding and addressing searcher intent will increase your campaigns’ quality score.
  7. Single keyword ad groups:  Different customers may have different agendas when visiting your landing page. The idea is to keep the ad information as audience-specific as possible, thereby catering to different types of audiences. Maintain granular control of your entire ad spend.
  8. A/B test: The ideal way to run an A/B test is to split your page as two different variants and divert half of your traffic to each variant. That way, you will be able to find out which variation performs best.

 

Post-click optimization

 

This form of optimization is essentially shaping your ad to have a lasting impact on your prospect after having clicked on your advertisement. Post-click optimization deserves your attention.

 

  1. Landing page optimization: The landing page is the first page where your traffic is being directed. This page needs to be optimized to sell, especially if you’re paying to get traffic to your website.
  2. Page loading speed: Increased loading time can significantly affect the Google ranking and conversion rate of your campaign. Use a tool like Google’s Page Speed Insights to help you optimize.
  3. Mobile responsiveness: We know that most of the conversion happens on the post-click landing page, and mobile responsiveness is essential to post-click conversion.
  4. Easy to navigate: Providing a smooth navigation experience for the user does yield a positive conversion rate. 
  5. Message to match your landing pages: Message-match optimizes the landing page with keywords to create an experience that the user is expecting. Message matches can potentially increase your conversion rate by 200+%.
  6. Call-to-action: Wikipedia defines Call To Action as, Call to action (CTA) is a marketing term for any device designed to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages or web pages that encourage consumers to take prompt action. Finding the apt call-to-action (CTA) will take some experimenting, and it yields positive results. 
  7. Make use of visuals: Never underestimate the power of visual representation. Experimenting with a new picture or video more often than not increases your conversion rate. 
  8. Make use of live chat: Live chat is engagement on your page by any potential customer; the use of a live chat plug-in like LiveChat or Zendesk  will bring up the conversion rate of your ad campaign. 
  9. A/B Test the offer: We have seen that splitting up the traffic to separate dedicated landing pages can be an easy and effective way to go. For this, the use of CRO software is required, and there is both affordable and expensive software available in the market.  

Improve your conversion rate instantly with this guide 

Multiple factors determine the conversion rate and understanding how these factors affect and react to your campaign results in an increase or decrease in your conversion rate for the campaign. 

 

Pay close attention to your campaign’s performance against Google Ads industry benchmarks, understand how pre-click and post-click optimizations work, explore the importance of keyword intent, ad groups, and the use of conversion tracking. With all these approaches combined,, you are on the best way to significantly improve the conversion rate of your campaign.

 

Guest Post by AdNabu

 

AdNabu helps improve sales in Google Ads for eCommerce companies. 

 

 

 

 

Content marketing is one of the most powerful digital marketing strategies you can use to create and disseminate valuable and relevant information to your targeted audience. It helps to your brand image, attracts new prospects and maintains customer loyalty to your brand, products, and services.

 

Why do I need a content marketing strategy?

 

In business, you need to advertise your products and services to increase awareness and reach a higher number of potential customers. In using content marketing as an advertising platform, you are building likability, familiarity, and trust of potential customers to your brand.

 

In developing your content, you should know the problems of people in their lives and use your content to bring solutions to their issues. You must deliver your content in the right channels in the appropriate formats at the correct time to achieve the best results.

 

Why is content an essential component of my content marketing strategy?

 

Content is a multifaceted and marketing tool that can produce positive results for your company’s bottom line. Some of the types of content are graphics, texts, and videos you post on your website. There are several benefits of content:

 

  1. It is the fundamental element of a digital marketing campaign.
  2. It makes your site an authority and source of essential information in your industry.
  3. You can share your content on social media platforms like Facebook, LinkedIn, and Twitter to widen your reach.
  4. It increases the awareness of your potential customers to your industry, products, and services through relevant information.
  5. It can earn links from other websites that will boost your rankings in the search engines. With better ranking, you can get a competitive advantage over your competitors.
  6. It can convince potential customers to buy your products or services.

 

How does content marketing benefit my digital marketing campaign?

 

There are numerous benefits content marketing can bring to your company. It can help you achieve your business goals and objectives. Here are some benefits of content marketing to your brand:

 

  1. Bolster engagement – An informative and relevant content can boost your engagement with your audience through likes, comments, and shares on social media and inbound links from other sites.
  2. Increased brand awareness – If people read and share your content, the popularity of your company will increase.
  3. Lead generation and nurturing – Your content marketing approach can turn leads into customers and maintain their loyalty to your brand.
  4. Search engine ranking – As more users use your content, your pages will rank better in the search engines. Your content marketing will also boost your overall domain authority.
  5. Higher revenues – An excellent content marketing strategy can entice customers to buy your products or services.

 

How can I measure the success of my content marketing strategy?

 

There are measurable metrics to determine the effectiveness of your content marketing strategy. Here are some of them:

 

  1. To learn how your content marketing affects your brand awareness, you should monitor things like video views, downloads, referral links, website traffic, social chatter, and page views.
  2. To determine the engagement of your audience, you should track the blog comments, forwards, inbound links, likes, tweets, and shares of your content.
  3. To monitor the effects of your content marketing on your sales, examine your online transactions, offline sales, manual reporting, and anecdotes.
  4. To track the lead generation results of your content marketing, assess your email subscriptions, conversion rate, form completion and downloads, and blog subscription.
  5. You should measure your existing customers’ renewal rates and percentage of consumed content to determine the effectiveness of your content marketing in maintaining your clients.
  6. To track your upsell or cross-sell transactions from your content marketing, monitor your new products or services.

 

How much should I pay for content marketing?

 

There are several factors to consider in determining the cost of your content marketing efforts. To give you an idea, here are some data to consider:

 

  1. For content research, a provider charged necessary audits from $100 to $200 in 2019. A content review is essential in content marketing to identify the areas that need improvement and provide direction to your strategy.
  2. For your blog, social media, and website content, you can spend $100-$2,000 for a 2,000-word post. However, some writers are willing to create your content at a rate of $1 to $2 per word. If you want to rank your content in search results and entice more clients, you must be prepared to spend $2,000-10,000 per month or higher.
  3. You should update and optimize your content periodically to retain its search engine ranking. The pricing for content updates also ranges from $2,000 to $10,000 per month.

 

Does content marketing deliver the return on investment (ROI) I envision?

 

Content marketing is a practical approach that can give you a high ROI. It is an essential strategy to engage, build trust, and establish the loyalty of your existing and potential customers.

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