Tag Archives: google analytics

Advanced Audience Targeting Tactics for Google Ads

Today, marketing professionals rely heavily on the powers of online tools like Google Ads, Facebook Ads, PPC, Content Marketing, etc. When it comes to Google Ads, targeting the right audience is necessary; otherwise, you’re blowing most of your budget on showing ads to people who are not as likely to convert into a paying customer for your client.

In the last few years, Google has been gradually increasing the number of targeting options. This gives users more opportunities to target the exact end customer intensely, which they mean to sell to.

Marketers these days are spoiled for choices, and that can be a bad thing sometimes. It means, they can lean towards using the same old traditional targeting methods that they have always been using.

There are many ways to use Google Ads to gain more profit and improve your cost per click ratio. So let’s look at some advanced techniques to help you master the game of Google Ads.

1. Better Use of RLSAs

Remarketing Lists for Search Ads is a feature on Google that allows you to monitor and retarget people who have been on your website or app. Many times what happens is that people will see your Ad, be interested in what they see, then lose interest after a couple of steps.

This list of people is what you call a warm audience. These people are more likely to be interested in the product or service marketed to them. RLSAs can be used in two ways.

  • To make bid adjustments on the ad groups for users searching for the keywords you are bidding on.
  • Setting up search ad groups that trigger and show ads to users if they’re on your remarketing list and searching for keywords that you bid on.

There are creative tactics that one can employ to make use of this feature even more. For example, you can target your regular customers and spend more than your average order value, whenever they search for any of your competitor brands.

This way, whenever they’re trying to look for an alternative to your brand, regardless of being a loyal customer, they will be faced with your ad and reminded of you again, making it more likely for them to shop from you again.

2. Using Social Audiences and RLSAs in Combination

In many ways, Facebook Ads has the edge over Google Ads because of lots of departments, especially targeting. Unlike Google Adwords, Facebook knows exactly what people like, when their major life events are, who they are related to, the brands they surround themselves with etc.

It is surprising how many people miss out on the combined strength of using search campaigns and social media ads together. The way to do that is by using Facebook to discover new buyers and then targeting them through search ads. This increases the chances of them converting to paying customers.

Facebook is full of potential customers who aren’t actively looking to buy anything, but they make their intent clear regardless by browsing through their topics of interest in their free time. When they decide to purchase something and search for it, there you will be; a familiar brand that they have seen on Facebook before!

3. Using Custom Affinity Audiences

The display network plays a pivotal role in the ad campaign. To get more granular control over it, Google launched the feature Custom Affinity Audiences. The problem with Adword’s regular affinity audiences is that they don’t cover every business’s needs and specifics. With the custom affinity audiences option, you can specify audience interests in a more refined manner.

While formulating display campaigns, you can choose from various demographics to specifically target the right audience. That is what the role of Affinity Audiences is. But even with this variety of demographics, you can sometimes miss out on the detailed targeting required for the most effectiveness out of your budget. This is where you can use Custom Affinity Audiences.

4. RLSAs Combined with In-Market Segments

In-Market audiences are the digital equivalent of people present in a physical store, actively comparing products, thinking about making a purchase. The in-market audience is as low as you get down the funnel as far as un-converted customers are concerned.

Google is smart in a way, where they will let you categorize and target users who are most interested and are more likely to convert. The purchaser’s intent can be easily distinguishable by leveraging real-time data and Google’s strong classification system.

Using RLSA, you can determine the customers who reach the last level of the sales funnel, i.e. adding products to the cart, and then go away. These are the customers who intend to purchase and remarketing to them is most likely to get sales.

The way to do it better is to layer the in-market segments on top of the pre-existing remarketing lists to maintain a high volume of relevance in your targeted marketing.

Conclusion

The digital marketplace is crowded with competition. With more awareness of how easy to understand Google and Facebook Ads, there is more competition than ever. Getting a good ROI on your Ads budget is essential, and increasing the rate of running advertisements can be easily done with more detailed and meticulous targeting. All the tools are right there! It’s just a matter of using them wisely.

For further information on Google Adwords, you may contact us or visit our website www.bmconsulting.in

**********This blog is compiled by Divyanshu Gupta*********

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Get more conversions by increasing your website speed

Website Speed

A slow page loading speed swiftly allows incoming web traffic to be deviated. As the world is inclining towards the high speed gradient, it is highly unlikely that any individual would patiently wait for a web page to load over a certain expected time. Even in the context of digital marketing, speed is a killer. Decreasing your page load time significantly increases conversion rate. Loading time directly affects the page abandonment chances.

When it comes to internet works, every second counts. Sources report that a mere 1 second delay in page load causes significant changes. Conversions, sales and revenue increase drastically with even smallest increments in page load speeds. Statistics collected by Amazon and Walmart are some live and practical examples of this.

With every delay of 1 sec in your website loading time, you are losing your customer satisfaction of 17% , page views by 11% and most important conversions (form, sales, download etc) by 7%.

High conversions with lower website speed load

page abandons against page load time

With research done on web users, it is known that every user expects a web page to load in 2 seconds or less. And even after a 22% hike in average website load speed, the minimum average time taken for a website to load is 7.72 seconds – something almost 4 times the expected user time limit. It would not be an exaggeration to say that nobody waits for long on a web page if its takes time to load. Therefore, maintaining a web speed is necessary, not only for better Google rankings but also in preserving the bottom line profits of an industry.

Here are some important points that can help enhance your website page load speeds. Some points are easy-to-implement and do not require and prior technical knowledge and thus can be easily put to use by any general individual.

Reducing On-page Components – For each section and sub-section of a web page, an HTTP request is made and this increases the time taken to fully load. So, simplify your design. Cut-short on the elements of a page. Using CSS instead of images is a good idea too. You may also combine multiple style sheets into a single one.

Caching Plugin – Loading Speeds are greatly reduced when caching plugins are used. Some of these are available for free download on the internet.

Database Optimization – This option is most applicable for eCommerce sites. Adding an index to the stored database of the website increases web speed to a noteworthy value. If data stored in a table is not indexed, any particular required data will naturally take long to be fetched. Indexing works like a road guide, giving direct routes and short cuts to the data.

Content Delivery Networks – Using CDNs saves up to 60% of bandwidth and thus helps a lot in in speeding up a website. CDNs host all the web files across a large number of servers around the world. Thus, any user gets information from the nearest server.

Database Organization – Organizing and tidying up your database efficiently increases web speeds. Fetching data from a disorganized and messy database will definitely take longer time. WordPress users should pay specific attention to this point.

Compression – Enabling compression using compression techniques and tools reduces the bulks of information and zips them. This in turn reduces HTTP requests and thus increases website performances.

Images – Common edits on images are easy and can reduce load timings. Cropping, reducing colour depths and using the right format (JPEG being the best) are some popular formatting options that you can use for images.

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Enhance the Exposure of Your Contributing Posts

If you intend to contribute posts on LinkedIn and as a Business you surely do not want your posts to get wasted. Of course you would want your posts to generate the right audience to read your articles. Moreover now with LinkedIn allows everyone the ability to publish articles, the biggest challenge remains is to sustain your articles viewership.

We with continued intensive learning have understood the process of publishing articles on LinkedIn. We make your publishing process more worthy with useful tips to follow:

content marketingWrite attention grabbing headlines as they matter a lot

On an average, 5 times as many people read the headlines as read the body copy.  It follows that, unless your headline sells your product, you have wasted 90% of your money. Write content that resonate with your connections, followers, and target audience.

A well written headline is the one that generates emotion and that targets an audience. It is the best hook you can have to get someone to STOP and read your article. Make it catchy, and remember that your potential readers are overwhelmed with distractions. Good headlines tap into your target audience’s self-interest.

When you learn the importance of good headlines, you’re sure to get the eyeballs rolling. Remember, generic and confusing headlines don’t tend to entice the readers at all.

Write content that resonate with your connections, followers, and target audience. Write content that resonate with your connections, followers, and target audience.

Grip your audience with a compelling picture at the top.

Avoid generic clip art photos, because they don’t work. People over the time have moved from blogs to microblogs and now to multimedia microblogs. The only direction to go is to communicate with pictures. With Instagram you can communicate purely with images. Sometimes words aren’t even necessary. It is far better to use one of your own photos, or to find a really creative image on Flickr. The simpler your image, there are better chances of audience getting involved. Pictures are really small when shown as a link to potential readers.

Proof your article to check on typos and poor grammar.

Typo errors and poor grammar are the fastest ways to scare readers away. It suggests you can’t think clearly. Posts published with typo and grammatical errors   do not do any good to you, instead it spoils your reputation. If at all you don’t have time to proof your articles, it’s better to stop posting them.

Do not scare from sharing, use other sites to optimum level and draw attention to your post

Use Twitter, Slideshare and Google+ to drive readers to your LinkedIn articles. LinkedIn alone will not drive all the traffic, you need to publish and share on other networks too to drive the desired results. Once people start reading and sharing your piece, readership will grow on its own. However post only through relevant LinkedIn Groups and remember tolimit sharing to 1 or 2 groups, so your post isn’t perceived as spam because if no one ever notices your article, it will die a slow and lonely death.

Be subtle in your promotions, restrain from self-promotion.

Try to offer enough information so that people know what you do, but not so much that people tend to shy away from you as you sound and represent self like a slimy car salesman, eager to generate sales. Maintain a delicate balance. Remember, posts that are overly promotional may lose exposure. Avoid LinkedIn pitches, people tend to avoid these people like plague.

Engage yourself to share posts by others

Before you ask others to share your articles, you should to engage with other members by liking and sharing their posts. There are thousands of ways to help others; try as many as you can.

 

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Tips to stay Relevant in Digital Marketing

Relevance is a search engine’s core requirement.  People when Google a search query they want results that are closely connected to their queries. When it comes to online marketing, whether it is SEO, social media or paid advertising, again, being relevant is absolutely essential.

Relevance Rank

Online marketers work hard and want their Facebook posts to get hundreds if not thousands of comments, their tweets to get re- tweeted for the world to see and their search engine queries to project right at the top of Google. Digital marketers crave attention and in this competitive industry, having your content and website remaining relevant is a must if you want to succeed.

A few crucial steps to follow stay relevant in digital marketing

 1. Promoted Facebook posts will serve better

I recently happened to read an article saying that brands today are actually wasting money on Facebook and Twitter. The study stated that less than 0.1% of fans and followers actually interact with each post on average from a brand.

Looks like in the near future if the brands want to stay relevant, they will need to pay money to promote a post. Investing funds to boost the post might make a big difference in regards to the overall interaction!

 2. Get  your Social media brand promoted by customers 

Hippo CEO

Hippo CEO

Identify if a consumer loves your brand; reach out to this person to see if they will help promote your company! An ad agency in Mumbai encouraged it’s client’s as well as consumers to make a post on their own Facebook page about their experience. By doing so they tried to convey the message that the agency provided its customers optimum return on investment through its branding service.

This instantly generated referrals to  the agency from friends of friends seeing these Facebook posts! Reaching out to brand advocates will help promote your brand.

3. Reviews are a source of truth that will live on the web indefinitely.

Reach out to your customers to see if they will leave a review on your Google+ page. If you focus on reviews, it will benefit your website and brand for many years to come.

4. Pitch your company high

 Dedicate a person to give in 5-10 hours per week on digital PR outreach  to connect to the  industry specific websites and make a pitch about your company with the hopes that these websites will do a write-up on your brand.

If these industries related websites end up linking back to your website, it will have huge SEO benefits. Additionally, the readership on industry related websites could help your business generate more leads!

5. Optimize mobile site for SEO

 Make sure that your website is mobile friendly and optimized for SEO . This will have a huge impact on search results not only this year, but for many years down the road.

6. Have an outsider expert conduct a Digital marketing audit

Google - Truth

Digital marketers tend to think that they are always right. Have someone else conduct a deep dive into your digital marketing channels. This process will take 2-3 hours but you will gain invaluable insight!

Staying relevant on the digital frontier will require an open mind, digital outreach, and some money behind your social media posts.

Make every post count!!

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Google Analytics Metrics that Matter for Your Business

It is indeed essential for a marketing manager or a CEO of any website, to track essential web analytics parameters,if his earnings solely depends on user behavior in his website.I have seen agencies providing ridiculous report to their clients,claiming how well their website is performing.Certain agencies have set their standard parameters that measures the website.But,it is important to know that,every website is different,and hence their measurement parameters differ too!

google analyticsBasic Google Analytics Metrics You Must Measure

 1.Visits :Visits are total number of visitors that come on your website.This number could be both new as well as returning visitor.These visits could be in a specified date range as set by you in Google Analytics.

2.Unique Visitors:These are the first time visitors on your website.Its always great to have new visitors on your website.Getting good number of unique visitors indicates wide reach of your website.It is important you mention a good ratio between unique and returning visitors.Your returning visitors count is equally important,as it indicates proportion of your loyal audience. new vs returning 3.Average Time Per Visit This is the amount of time in a session. It is calculated by subtracting  time stamp of the first activity in the session minus the time stamp of the last activity of the session. If in a particular time period,there are 700 visits spendng 2300 minutes,then average duration spent on website is 3.29 minutes

4.Bounce Rate Bounce rate percentage is a critical factor in website measurement. It rises , generally,when a visitor leaves your site after viewing only a single page.  Bounce rate also increases if there is no activity carried on the page by user and the page is left idle. A 50% bounce rate is about the industry average.When you are a content website,it is important you maintain a minimum bounce rate.If you have a good bounce rate(less),that means your website provides engaging content,and your users are cling to the website. Generally business or service providing websites(Company websites) have higher bounce rate,and this metric does not matter much to them.

5.Acquisition Overview(Paid and Organic Keywords) Here you will find those keywords that gain you traffic through organic means.Organic traffic means the traffic generated through search engines like Google,Yahoo,Bing. In paid keywords section,you will get a detailed report of those keywords that are driving traffic to your website through paid clicks. If you have hired SEO/PPC agency,make sure you ask your SEO /PPC guy to submit this report to you,in order to understand the performance of website.

6.Funnel Visualization user flow   Visitors Flow is a graphical representation of the paths users took through your site, from the source, to visit different  pages, and also helps you to analyze paths they exited your site. Such visualization will help you to understand what factors led your “goal” to remain incomplete. If you have a E-commerce website,that sells watches.Suppose you are selling a high-priced,quality watch that will gain you huge profits.Unfortunately,you are not able to get any conversions on the page,where you have placed the watch.This Visitor Flow visualization will help you to know graphically,user’s behavior on your website and how customers drop away before they land on your desired page. I hope these Google Analytics metrics will help you in grasping your business needs more efficiently.

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List of Web Analytics Tools -Best Google Analytics Alternatives

In the last blog,I discussed about web analytics terminologies. I explained useful concepts in Google Analytics as well.There are few flaws and imperfections that makes google analytics usage annoying.Few issues like  the “not provided” keywords and the actual time lag in collecting data  and its analysis it,is making webmasters to think of some really good alternative to Google Analytics.web analytics alternative

In this blog, I am going to throw light on few more web analytics tools that offer equally interesting features as Google Analytics.

4 Top Alternatives to Google Analytics

Kissmetrics

Everyone working in web analytics are very much aware about  Kissmetric’s blog. Kissmetrics makes data tracking more personal,and helps you to visualise user life-cycle.This tool allows you to drill down to see the behaviour of individual visitors on your site and how that has changed over time.Allows highly-flexible custom data with an extremely simple API . The Dashboard as it gives you  good view into metrics for our business. It makes product information easy to interpret through funnels and conversions.This is best analytics tool for E-comerce sites

Our Score:9.5/10

Clicky

Clicky defines itself as web analytics in real time,with interesting features like heatmaps and uptime monitoring. When clicked on  visitors recorded IP address or individual information, you are provided with data of  their location as well as more specific details like the device they were using to browse your site.The free registered account can very well track up to 3,000 visitors per day. You can upgrade your account by paying additional charges and avail tracking of more visitors per day.

Our Score:7/10

FoxMetrics

FoxMetrics is a real-time customer behavior and analytics platform  which provides you with great actionable metrics to help you out in increasing conversion.FoxMetrics stores data in terms of each visit with each visit having different events associated with it. Tracking of personal level events gives you a better insight into the visits made by surfers and you can analyze this data and arrive at better conclusions and that can yield higher conversions.

Our Score:8/10

Woopra

This tool shows you how many visitors are online, and how many of them are actually reading information on your  website. They allow you to even zoom in on any visitor and see what they have done so far on your site, not only in the last few minutes, but over the last 3 months.You can even integrate Woopra with your online store, and observe what visitors are doing on website.The real time data that Woopra offers is much more advanced than Google Analytics.Definitely a must purchase tool for real time analysis.

Our Score:9/10

The reviews of these web analytics tools, I mentioned are my personal opinions.Choosing a right web analytics tool depends on the type of the website and the kind of data you want to track.In next few blogs,I will cover some advanced concepts in web analytics.Till then,make your hands dirty accessing these tools.:)

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Web Analytics Explained: Basic Google Analytics Terminologies You Must Know

Web analytics is not just a tool for measuring web traffic  and can be best used for business and market research, and to improve the effectiveness or further optimize the performance of a web site.Google Analytics terminologies

Google Analytics is an awesome tool to measure website performance.It has got all the useful features that can serve your purpose.You don’t have to pay for any other web analytics tool, if you have got hands on knowledge of Google Analytics.

In this article,I am going to cover basic terminologies and definitions in web analytics,that is required in your daily measurement of website.

Common Web Analytics Terms Explained

Alerts

Alerts are notification sent to you,if anything abnormal happens with the overall website measurement.You can setup customized alerts. For eg: You can setup an alert if your website crosses bounce rate beyond a particular percentage.

Bounce Rate

It is the percentage of visits in which the visitor only views one page of your Website before leaving.Always make sure to lower your bounce rate.The less is the bounce rate,more is the engagement on your website.Bounce rate too is an important signal that affects google rankings.

Click

It is a single instance of a user,that follows to another URL/page through an hyperlink,either to generate an action or for better usability on a website

Conversions

Every webmaster has a goal and is waiting for that particular conversion to happen.These conversions could be a sell of a particular product, signing up for newsletter or downloading a document.you can always measure these goals in your analytics tool.

Cookies 

Cookies are small text that resides inside your browser.These cookies track every activity,or to be precised every page a user visits.Users can always clear these cookies,whenever required.

Custom Reporting

Google Analytics provides a feature to create your own custom reports based on your own dimensions and metrics.You can keep them organized and access them whenever required.

Filters

Through filters,you have got every right to either eliminate or allow a particular traffic source to be measured in Google Analytics.You can eliminate traffic from particular IP or even a subdomain if required.

Goals

Goals are “something” you want to measure in analytics tool.As mentioned above,this could be a sign up or any product sell.Goals must relate to a quantifiable action that your Website’s visitors take.

Hits

A hit is a request for a small image file. This image request is how the data is transmitted from a website or app to the data collection server.

Impressions

The display of your website name in Search Engine Result Page for particular keywords generates an impression.Impression is also generated whenever your ad is displayed for a keyword in search engine.

Landing Page

Landing Page also known as entrance page is a page that a user lands upon directly either through search results or any referral source.

New Visitors

Users  who have either never visited or recently not visited your site are new visitors. If a user has deleted his cookies or his cookies are expired,then the user is treated as a new visitor.

Organic Traffic

The traffic your website gains through search engines is an organic traffic.It is also termed as natural traffic.

Paid Traffic

The traffic your website gains through paid campaigns like Pay-per-click Ad campaigns is a paid traffic.If you are into multiple paid traffic channels,this data helps you in analyzing a quality paid traffic source for website.

Page View

The amount of times visitors land on different pages of your Website. If a user reloads a page, that action will be counted as an additional page view. A person on page A,moves on page B, and again lands on page A, then total page views are 3.

Referring Sites

Other websites that send visitors to your website are referring sites.You can focus more on these sites that are referring more traffic and analyze campaigns on sites that are not driving much traffic.

Returning Visitor

A visitor who come backs to your website in a defined session is termed as returning visitor.Whenever a visitor returns to the website,it means visitor is interested in your website or product.

Session

When the analytics tool detects that the user is no longer active it will terminate the session and start a new one when the user becomes active.

Most analytics tools use 30 minutes of inactivity to separate sessions. This 30-minute period is called the timeout.

Time on Site

An average amount of time a visitor spends on a website is termed as time on your website.You must have a good engaging website to increase an overall time on your website.Try to build an interactive website,that will increase  duration and engagement of your website.

Tracking Code

A small piece of javascript code that helps you in tracking website traffic through Google Analytics.It has to be placed on those pages which you want to track.Remember to place the code before </head> of your web page.

Traffic

An overall count of visitors of your website through all different sources is termed as traffic of your website.

Unique Visitor

The number of non-duplicate or non-repeating visitors to your website in a particular session are termed as unique visitors.

Visitor

A person visiting your website is termed as a visitor in web analytics.

Visits

The number of times website is being accessed by visitors is defined as visits to your website.

With all above Google Analytics terminologies

explained and the amount of data you have,You can definitely optimize your website in a better way and take it to the next level.

 

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Use Web Analytics Data to Trigger Right Audience

The purpose of writing this blog is to make sure you use Google analytics data to target right audience.

We are here to describe you how to use Google analytics to find your right target audience in just 2 simple steps.

Recent Google Analytics updates mentioned that you can see the users’ demographics (age, gender) and interests (affinity categories, other categories) details about your website visitors. The Google analytics data categorizes the audience report in two sections:

  • Demographics
    • Overview (overview of traffic by age and gender)
    • Age (traffic by age ranges)
    • Gender (traffic by gender) 

Demographics  Overview   Google Analytics

  • Interests
    • Overview (overview of traffic by affinity and other categories)
    • Affinity Categories (behavior by affinity categories)
    • In-Market Categories (behavior by in-market categories)
    • Other Categories (behavior by other interest categories)

Interests  Overview   Google Analytics

These wonderful reports let you see not only how many of your users visit over a date range, but also who those users are, and how their behavior varies by attribute (e.g., male vs. female), also you can visualize the goal completion from these audience.  We are attaching the screenshot of our Google analytics audience report with goal completion.

goal compeltion

This audience report is also available in custom reports (customization section – top menu link in analytics account), and you can use it as basis for segmentation, which lets you evaluate how your users’ behavior varies by demographics and interests; for example, do males interested in automobiles convert more frequently or read specific types of content more than females who are interested in athletic apparels.

Since these are the same demographics and interest categories that you use to target ads on the Google Display Network, you can build segments using these attributes, apply them to any of your analytics reports, and use that analysis to refine your campaign strategies.

Information for these new reports is derived from the DoubleClick third-party cookie. When that cookie is not associated with a user, analytics cannot conclude demographics and interest categories, and so these reports may represent only a subset of your users and not the overall composition of your site traffic.

To make data available in these reports, you need to:

  • Make a simple, one-line change to your tracking code (Get more information by submitting  the Free website analytics assessment)
  • Set the enabling options in Analytics

 You can simply fill the form and get free website analytics assessment.

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