Adobe to Acquire Marketo to Place Customer Experience and Engagement at the Heart of Digital Transformation
There has been one common thread in each of my customer conversations throughout the past two years, and that is the desire to deliver—and be part of—a seamless and unforgettable end-to-end customer experience. Today, we’re one step closer to making this a reality for our thousands of customers and partners worldwide.
I am thrilled to announce that Marketo has entered into a definitive agreement to be acquired by Adobe. Adobe and Marketo both share an unwavering belief in the power of content and data to drive business results. Together we will deliver an unrivaled solution that will place customer experience and engagement at the heart of digital transformation. This announcement is a momentous occasion for Marketo, as it signals the next phase of our company’s growth.
Adobe is a visionary enterprise technology company, admired by customers around the world for the way it helps them to bring digital experiences to life. Marketo’s track record of making B2B marketers successful makes it the ideal complement to the Adobe Experience Cloud, with integrated solutions across analytics, content, personalization, advertising, and commerce.
The combination of Marketo and Adobe’s Experience Cloud will form the definitive system of engagement for B2C and B2B enterprise marketers. Marketo’s exceptional lead management, account-level data, and multi-channel marketing capabilities will combine with Adobe’s rich behavioral dataset to create the most advanced, unified view of the customer at both an individual and account level. The result will be an unprecedented level of marketing engagement, automation, and attribution power, all with a goal of delivering end-to-end, exceptional experiences for our customers, where and when they want them.
You might wonder what that means for you, our customers, partners, our amazing community of over 65,000 marketers all over the world. Make no mistake that Marketo remains deeply committed to investing in our platform to keep marketers ahead of the curve, a commitment and vision that Adobe shares. In fact, I believe that Adobe will further accelerate Marketo’s product roadmap and go-to-market execution, offering Marketo a new level of global operational scale, the ability to penetrate new verticals and geographies, and access to an impressive enterprise customer base.
The acquisition is expected to close in Q4 2018, but I am thrilled to share this news with you today and look forward to sharing further updates as soon as I can. In the meantime, I encourage you to read Brad Rencher’s blog, as he and the Adobe team are just as excited as I am about what’s to come.
Do you cringe when someone says, “button color?” Do you automatically shut down when a test is recommended to you that seems like just a minor change? Today I want to encourage you to shift your mindset. What may seem like a “minor” change to you may bring $21,000 more in revenue to your company. Now it doesn’t seem so “minor,” does it?
You may hesitate testing something as simple as a color change. It could be because you don’t personally think a different color would have a significant impact. Maybe it’s because you haven’t had success with it in the past. Or is it possible you’ve just read too many negative blog posts about testing button color and you don’t want to waste your time?
I assure you, it’s not a waste of your time. Testing button color, or the color of any element on your page can be extremely rewarding—if it’s done correctly. What do I mean by this?
In the case of changing a button from red to green, let’s walk through some scenarios and determine if it’s the right or wrong way to go about testing.
Testing for the sake of testing likely won’t get you the results you want, but even minor or simple tests can be successful if you’ve done your research. Understanding your users’ want or need will help you test logically, therefore setting you up for success.
A Case Study
An e-commerce client sells high-end doors for homes, which naturally come with a high price tag. In addition, the more a customer chooses to customize their door, the more dollars they will spend. See the customization process as it appears on mobile and desktop devices when customers first visit these product pages:
What we noticed as we began customizing a door, specifically on mobile devices, was a very scary price tag. We’ll call this the pricing calculator because it dynamically changes your price as you work your way through the customization process. Check out the mobile and desktop screenshots below to see for yourself.
BOOM! $499.00 right out of the gate and there’s nowhere to go but up. Imagine continuing this customization process, creating a door that costs $1,000+, and having the price tag flashed in your face the entire time.
So, what’s the problem?
The color red.
In this instance, it wasn’t a problem that the price tag follows users during the customization process. In fact, this eliminates any questions users may have about how much they’ll end up spending. It all boils down to the color. Some might argue that the price tag should be, and currently is, contrasting from the rest of the branded colors. Therefore, we shouldn’t change it. However, red is said to represent violence, danger, and anger. It’s also said to increase heart rate and raise blood pressure. We don’t want this to be the experience users have as they’re trying to purchase a door. Instead, we want them to feel comfortable and secure doing so.
The Hypothesized Solution
The color blue.
The color blue is said to symbolize trust, loyalty, wisdom and confidence. It’s also said that blue produces a calming effect. This is what we want users to feel when they’re purchasing a door—especially a door that costs $1,000+.
We hypothesized that changing the pricing calculator to blue would increase overall revenue. Why? Because of the calming effect! We’re no longer going to scare users or create a sense of fear. Instead, they should feel calm and secure in their purchasing decisions. Does this make you feel more comfortable?
$21,135.27 more in revenue
16 more transactions
Over the course of two weeks, we saw phenomenal results from such a simple change.
At the end of the day, it doesn’t matter that the rest of the site is blue; it doesn’t matter that it didn’t stand out from the rest of the site. Ultimately, what matters is that it does its job. The pricing calculator is supposed create a user experience with no surprises. It’s still there for reference during the entire process, but without causing fear in users, or putting pressure on their wallets. Instead, it now acts as a friendly reminder.
The next time you have a “minor” change you’d like to test, I hope you don’t push it aside because it’s too simple, or immediately shut it down. I encourage you to dive into the reasoning behind the test: what led to this test recommendation and what’s hypothesized to come from it? Don’t miss out on $21,000 in revenue because you feared the test was too simple.
Have you ever noticed how a beach looks completely different after a storm? Carefully-built sand sculptures are washed away, and the shore is littered with seaweed and debris.
A similar fate awaits a brand’s search landscape following a corporate crisis. Social media profiles, positive articles, and favorable reviews could be swept away and replaced with damaging content. While some negative articles may recede with the media frenzy, others could haunt your brand’s reputation by remaining on the first page of Google.
Don’t Be an Ostrich
It’s crucial to deal with negative articles head-on rather than wait to see if they go away on their own. Damaging content appearing on the first page of your brand’s search results can impact company revenue in multiple ways.
While most crisis recovery plans involve many detailed steps, digital marketing and SEO will have the most significant impact.
Use Digital Marketing to Boost Brand Reputation
To understand why negative content dominates a brand’s search results following a crisis, and how to recover, it’s important to understand how Google works. Google’s algorithm uses hundreds of ranking signals to determine the most relevant web pages for each search query. One such signal is topical relevance.
Through repetition, search engines use topical relevance to draw connections between concepts even if they were previously unrelated. As a result, Google may start favoring content about a corporate crisis if thousands of articles were recently published connecting the brand with the event.
Here’s an example of topical relevance in action. A search for “Donald Trump” currently returns results about his presidency. Meanwhile, a search for “president” returns results about Donald Trump instead of former President Barack Obama. Although topical relevance is often problematic during negative news cycles, it can be leveraged to reinforce positive brand connections using digital marketing.
Instead, use paid content like sponsored posts and earned media like press releases to generate positive articles about your brand. Starbucks recently used this strategy to shift their brand’s narrative from racial bias training to banning plastic straws.
Reputation Management Without SEO Doesn’t Work
SEO is labor-intensive and costly so your marketing team may think you’ve lost your mind if you suggest investing SEO resources into websites you don’t own. But the hard truth is that reputation management doesn’t work without a search engine optimization component.
Publishing tons of great content is only part of the strategy; now you need to apply SEO best practices to rebuild your search landscape.
Optimize Your Social Profiles and Post Regularly
Social networks rank very well for branded search queries, but to send the right signals to Google they must be set up properly and kept active. Fill out your profiles completely, including contact information, addresses, and, most importantly, a description that mentions your company’s name. You should also link to these accounts from your website’s homepage, blogs, and other trusted sites.
Find and Promote Your Best Online Content
Hopefully, you’ve secured some excellent company mentions during your digital marketing push. Determine which mentions you want ranking on the first page of Google, then share these articles with your social channels to increase visibility and build high-quality backlinks to them. If you have any editorial say when it comes to content, ask the publisher to include your brand name in the article’s title to help improve rankings.
SEO and digital marketing are the main engines that drive an effective reputation management strategy. If you’re smart, you won’t wait until your company is in the hot seat to start implementing them, either. Taking a proactive approach to brand protection allows you to groom the best beach possible for attracting potential customers. It will also be much easier to clean up the mess after a storm.
The State of PPC is a survey conducted every year by our team at Hanapin Marketing. We collect anonymous, industry-forecasting opinions from marketers in the digital ad space. It serves as a resource, guide, and predictive analysis of the industry’s general attitude, plans, and outlook for the next year.
This year, over 400 marketers from both brands and agencies filled out the survey. Respondents represent 14 different verticals, including travel/tourism, education, healthcare, retail, technology, and finance.
This year’s report is especially robust. We asked a number of the same questions as in year’s past, like the impact PPC plays in marketing plans:
And where marketers are spending their digital dollars:
We added in some new questions too, like how marketers are feeling about brand safety, how successful Amazon ads have been for ecommerce marketers and which platforms agencies are planning to pitch their clients next year:
Another new section you’ll find is on the brand/agency relationship. We had brands rank the most important things to them when working with an agency, as well as the things they wish their agencies were better at!
Here’s a sneak peek:
And last, but certainly not least, we asked marketers what they want to be better at, how important attribution is to them, and what they feel the most unprepared for in the coming year.
Along with benchmarks and trends, we’ve tapped our team for pro tips and comments, so you’ll find some great actionable takeaways in the report as well as industry-leading stats.
Are you ready for it?
Growth hacking strategies can provide rapid results, but if your company can’t carry that momentum, all your efforts will be for naught.
You can’t employ growth hacking techniques if you don’t know how they’ll work in the long run. The entire point is to increase a measurable growth target—not to grow as much as possible and sort out the details later. If you don’t know your objectives, your strategy won’t create the results you desire.
A solid growth hacking plan is essential: It’s the only way to drive both immediate impact and long-term success. Your first step should be your strategic alignment, which occurs when you select the right key performance indicators in your acquisition funnel. The tactics to meet that goal come next.
This is where growth hacking really shines. It’s all about experiment-driven strategy, blending concrete goals and forward-looking tactics to create a sustainable, effective, and long-term growth hacking plan.
What Is Growth Hacking?
The origin of growth hacking was born at Dropbox when the company’s acquisition strategy was failing. The company wasn’t growing quickly enough (or raising enough money), and it was about to go out of business.
Rather than continuously throw out strategies that weren’t driving growth, Dropbox invented growth hacks. The first hacks were basically just referral strategies, but they set the stage for more complex, effective tactics down the road.
Dropbox only discovered that its original strategies were failing because it took a transparent, scientific approach to measurement. The company knew its strategy had failed because it saw major drop-off points in its acquisition funnel. When Dropbox leaders looked at the economics, they realized that no matter how much they optimized, their current course would not lead them where they wanted to go.
That’s all growth hacking is: a framework to launch high-impact, sometimes creative tactics that get you what you want—improved funnel metrics that drive commercial growth. A true growth hacker can build a strategy that leverages data-driven experiments and scalable processes to demonstrate how to meet the company’s goals over time—not just in the moment.
How to Design an Effective Growth Hacking Plan
Growth hacking strategies look different for every company. You first need to find a winning combination of market, analysis, testing, and automation that fits your unique needs. Once you identify the marketing technique that fits your company, you can turn to growth hacking to amplify its power.
Strategy Leads the Way
First, double down on the strategy. Take strategic assumptions and tactics you tested successfully and transform your tests into your control group. Now, your original targets are no longer your goals, but the baseline expectations from which your growth hacking tactics will arise.
Fortunately, growth hacking offers plenty of options for improvement. You could go after retention, using marketing techniques to create repeat customers; SEO, optimizing your web content to boost inbound traffic from search engines; or advertising, eliminating channels with poor performance and pouring more money into effective media. You could also focus on sales, viral marketing, conversions, public relations—anything that increases your KPIs is subject to growth hacking.
The key lesson is: Always continue testing. If something works, make it work better. If something falters, cut the wasted effort and direct it somewhere more productive.
Measurement as a Decision-Maker
Throughout this process, prioritize measurement. You can’t test something if you don’t know how to gauge when it works. Look to the past to gather historical performance numbers, and start asking questions. Why did one KPI grow while another faltered? Which data segmentations generated the best results? Which marketing channels were effective, and which didn’t live up to the hype?
With a firm grasp on history, move to the future. Identify the goals you want to achieve, discern how far away you are from hitting them, and determine what needs to happen to reach your ideal KPIs.
It’s not as easy as it sounds, but growth hacking strategies are designed to be flexible. As you go, ask yourself why parts of the process aren’t working as intended. Maybe you struggle to implement new strategies quickly, so you need to learn to deal with analysis paralysis. Maybe clients keep stalling on approval of creative assets—could you provide better guidelines?
When you find the winning combo, double down on it. Manage it, keep it in the market, scale it, and keep testing. Growth isn’t stagnant; it’s dynamic. As you scale, you’ll eventually hit points of diminishing returns. Before your efficiency and ROI start dropping as spend increases, start looking for the wins of tomorrow by testing frequently and adjusting as needed.
Great growth hacking plans operate in a system. When you don’t know what to do, the set of growth hacking rules you establish ahead of time can guide your decisions. Set guidelines to focus on the best opportunities (and metrics to know what those opportunities are). Establish measurements to tell you when a tactic becomes intolerably ineffective. The more you measure and plan, the better you’ll respond to changes.
Execute & Experiment
The final piece of the puzzle is execution, where you take all your analysis and strategy and put your growth hacking plan into action. Only you know what that looks like, but if you set a firm plan and measurement strategy, you’ll know when it’s right. Then, you can do it all over again, continuously experimenting and refining your way toward scalable growth.
Growth hacking might not be as attractive a phrase as it once was, but don’t let the social media scammers fool you. Growth hacking remains an effective and efficient strategy for businesses that desire rapid expansion. With the right combination of strategy, analysis, and tactics, you can accelerate your growth today without sacrificing your ability to manage that growth tomorrow.
It seems to have flown a bit under the radar but Bing is slowly rolling out many of the fancy new automated bidding strategies that Google has been pushing as of recent.
Bing seems to be an afterthought but lately, I’ve been seeing some good success in the channel once things are tweaked. While Bing & Google are Search at the end of the day, they have their differences and it’s unfair to import your Ads campaigns into Bing and expect similar results.
My point, don’t expect these new automated strategies to perform the same as Google. It’s imperative to test the new Target CPA and Maximize Conversions bidding strategies in their unique ecosystem. Just because it has the same name doesn’t mean it’s going to perform the same!
Let’s take a closer look at what goes into these bidding strategies before jumping into both of the new options.
Platform Signals & Best Practices
Similar to Google Ads, Bing is going to take into account a number of signals to drive real-time bidding. Remember, we’re giving full control over to each platform to make bid choices in the hopes of achieving our end goal.
While both platforms use the murky “leverage unique signals” to drive their bidding decisions, Bing does offer some more specific details. Some of those signals include web browser, operating system, search query, and ad copy. Bid adjustments can be made based on time of day, day of week, location, and device.
Bing’s audience tends to skew towards desktop and Microsoft Edge (Internet Explorer) which means we likely won’t be seeing quite the breadth of information that we would be seeing on Google. That makes it a little bit easier to account for these things without automated bidding being implemented.
Note: Target CPA and Maximize Conversions are currently only available for Search; no shopping yet.
Target CPA Bidding
Very similar to Google, Target CPA bidding gives the system leeway to get conversions at whatever your Target CPA is. It is generally best practice to start with the CPA that you’ve been achieving over the last 30 days rather than your aspirational CPA goal is because it could be unattainable and you’ll likely kill off your traffic.
While I have yet to test this bidding strategy on Bing, it seems to work best on high volume campaigns that aren’t restricted by budget in the Google Ads world. This will give the system as much leeway as possible to start generating conversions.
Just like the name suggests, this is allowing Bing to set bids with the goal of getting as many conversions as possible. There are no restrictions like “being profitable” and the goal is to get as many wins as possible.
Now that doesn’t mean things won’t be profitable but it means you’ll likely want to keep an eye on things and expect some crazy numbers the first couple weeks of testing. I would likely start with campaigns that are high priority but are limited by budget for whatever reason. This should ensure that you’re squeezing the maximum amount of performance out of that campaign.
Things to Keep in Mind
As with all things in life, there are some best practices to help ensure you’re setting yourself up for success. Bing recommends at least 15 conversions over the last 30 days to turn on these bidding strategies and the more the better. This will give the backend system more data to work with and have a better idea of who is converting.
It is also known that it takes time for the system to learn so patience Padawan. Don’t give up after a week. Bing recommends at least 2-3 weeks but likely you’ll want to give yourself a month unless this is a really high volume campaign.
One negative about these new bidding strategies is the inability to set up A/B testing like we can in Google Ads. You’re making the full switch which can add some uncertainty to any results (was it just a better/worse month in general rather than caused by bidding, etc.). Hopefully, this is something that will be rolled out on Bing in the future because it makes my willingness to test and get impactful results much appealing.
Bing is its own animal in the world of search but they continue to make tweaks to their system and make it more inviting to advertisings to branch onto for the first time or expand their current portfolio.
As with all things, don’t give into the machines immediately and make sure you’re setting everyone up for success by following best practices and giving things time to run & learn. Because if you set yourself up for failure, it’s not really the AI’s fault now is it….
In this episode, we cover Amazon Product Branding, Packaging, and Trademarks How to conduct Amazon product trademark research? Do you need a trademark for an Amazon private label product? Missed an episode? See them all here. We’re covering all of this today in our seventh episode of the Million Dollar Case Study. Watch the video, keep reading and don’t forget to claim your exclusive Jungle Scout discount! Subscribe to the Million Dollar Case Study list here, so you never miss an episode! Before you get started, if you’re not already using Jungle Scout, you’ll need to get a Jungle Scout subscription to follow along with us and complete your product research. To help you out, we’ve put together a Jungle Scout discount code that gives you more than 30% off Jungle Scout – both the Web App and Chrome Extension! Plus, you get a pretty fantastic FREE t-shirt to go with it. Welcome Back! I’m excited because today we’re going to be talking about one of my favorite topics – creating a solid brand! This includes ensuring your product has no trademark violations. For this episode I interviewed Suzi Hixon, a trademark attorney who was very helpful in explaining the often ... Read More
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Quality Score Has been a part of Google Ads since 2005 and over the last few years, Google has released more information about what elements of your account is used to calculate your score from 1-10, with 10 being the best score. While it is important to know what your Quality Score is, it is more crucial to know if optimizing your account to improve quality score will benefit your overall results.
Quality Score Elements
There are three components Google reviews to determine your score:
By using these elements Google can express how they think my ads will perform (Expected CTR), if the ad copy is congruent with the searcher’s query (Ad Relevance), and if the final destination is helpful in answering the searcher’s quest (Landing Page Experience.) If you want to learn more about what Quality Score is and how to analyze your account with scripts, Jacob Fairclough’s “How to Evaluate Adwords Quality Score Factors in Bulk” will give you a deeper dive into each element and how to pull the data. For today’s understanding, expected CTR and ad relevance are often improved by testing ad copy or pausing underperforming keywords. For Landing Page Experience, you can either test segments of your landing page to improve the user’s journey, or again test ad copy to make sure that the ad aligns with your landing page’s message.
Sifting Through Historical Data
Pulling Historical Quality Score reports can lead to some great insights about how Google interprets your ad performance, but it will also help you learn how to talk about why Quality Score isn’t a metric to optimize towards but a metric to see what you should test next.
One of my clients specializes in a type of counseling for young women, and the keywords we bid on are competitive but also are not specific to what only my client can provide. The best way our ads work is to pre-qualify the user before they click. A user may have searched for “counseling” but when our ad pops up and it says “Are You a Young Woman? – Talk to our Counselors Today”, this ad may not get a lot of clicks because it will sort out men, women who don’t need this type of counseling, or friends and family members who are trying to find options for a loved one.
Because our ad copy does a great job of pre-qualifying users, the leads that come through are mostly for our target audience (along with demographic bid modifiers for age and gender). If you look at our quality score for our Expected CTR it is a bit deceiving because it might look like we are missing the mark.
Once I look towards the Landing Page Experience, my client and I know that we are making the right calls because our Quality Score of this category is 71% above average with 3% being average. We might not have Google’s highest rating for our CTR scores, but we rather not spend the money on a click if our ad copy can tell the user that this service isn’t for you, please find another option from the ads either above or below our ad.
Provide Testing Ideas
The example above showed why the client and I don’t focus on every element of Quality Score, but we still pull reports every quarter as a health check. This client, in particular, wants to focus on people in California since the majority of their services are within this state. With this new focus, we developed new campaigns just for this state, but our ad rank was struggling compared to our Nationwide campaigns. In the example below, you will notice that in July our average Quality Score jumped to 4.75, and the reason behind this jump was testing new ad copy.
After this ad copy test, we also noticed that our impression share due to ad rank dropped as well. By pulling these type of reports, we can see why our ad rank might be lower and we can test new copy. Our Quality Score may have increased due to this test, but the purpose of the test was not to improve this metric as much as to see if we can engage more users within a geographical target.
Keyword Level Quality Score
While I take the ad recommendations for Quality Score with a grain of salt, the keyword level does tell you if Google can run your ad based on your keyword’s score. By going into Google and pulling a report you will be able to see the disbursement of your keywords. Below is a snapshot for the client mentioned above, but you can see that a majority of the enabled keywords are a 5 or above.
This report with a list of the keywords below a 5 helps the client and myself evaluate if these keywords should be segmented into their own ad group with specialized ad copy to help boost its ranking, crank up bids to try and buy some ad rank, or if the keywords are even needed in our account. If you are considering pausing keywords, you can create a spend disbursement table to show if you would be able to move that spend to the higher performing keywords.
Pulling Quality Score reports can benefit you and your account by giving you a guiding light on where you can optimize. While pulling these reports, understand that your specific strategy may not fall exactly in line with Google’s recommendations and your score may not be 10s across the board. By knowing the client’s business and what KPIs matter the most to your client, you will be able to sift out what part of the Quality Score and their recommendations you can use to test, or what suggestions you can leave behind.
We all know about retargeting strategies. We know that retargeted customers are three times more likely to click on your ad. And that retargeting makes customers 70% more likely to convert. Of course, retargeting requires timing and attribution, and the use of content to gain awareness and trust. The problem is, not everyone has time to create sufficient quantities of blog posts, articles, and ebooks.
Many marketing teams do a fabulous job of creating infographics and case studies to improve awareness, ebooks, and webinars to increase engagement, and reports and live demos to impact conversions. It’s a model that is successful across many industries and with a wide variety of ideal customer profiles.
But if your time and resources are severely limited, how can you best leverage that time? What kinds of content can you focus on? What tools and techniques can you use to have the same overall benefit? That’s where link retargeting comes into play.
What Is Link Retargeting?
Retargeting is when a pixel is placed on a website that records visitors and allows marketers to retarget them with ads on other platforms. This is perfect for leading buyers through those various stages and getting them to convert, and it’s incredibly affordable.
Link retargeting foregoes the requirement of using a tracking pixel on our site on our content. Instead, it uses a redirect. It effectively associates the retargeting pixel with the link that’s shared, allowing us to share any link we want.
For example, if company A is serving a similar audience as your company, you can share one of their reports. By using link retargeting, anyone who clicks on that link will be added to your custom audience for potential retargeting ads. You can draw from your own content or anyone else’s and fill those gaps where you might not have the perfect piece of content to help that buyer at that particular stage.
How Does Link Retargeting Actually Work?
To better understand the concept, let’s walk through an example of creating a retargeting link.
Now, this is a relatively new technique in marketing, and there are only a few vendors that provide this service—or variations of the service. Some offer it as part of their broader service, while others are for smaller niches (i.e., affiliates). I’m going to use RetargetLinks in this example.
Like any retargeting campaign, you first need to think about what it is you want to accomplish, and the means to get there.
As you create links to be shared within RetargetLinks, you will select a campaign to associate that link with. Anyone who clicks on that link will be added to that campaign’s audience. This gives you the flexibility to target them with specific ads.
First, create your campaign. The campaign will have an ad-click through URL which is where your retargeting ads will send traffic. And if you want to use Facebook Ads, you can add your Facebook Pixel at this point.
Now, within the links dashboard (or while you’re on any other website if you install the Chrome Extension), you can easily create shortened links and assign those links to your chosen campaign.
As you and others share those links, and people begin to click on them, the link retargeting technology fires your tracking pixels, and your retargeting audience grows, even if the content you’re sharing is someone else’s.
This user has an audience of 12,814 people
It’s important to note that while you need to have a campaign created before you can build links, you do not need to activate the campaign or create ads for it initially. You can start building an audience now and run ads on that audience later. You can even change the name of the campaign and the URL the ads resolve to.
These are the ads I am going to display to all those that click my links
Since you can choose to use content that you own, or not, and links can be shared in a variety of ways, there are a tremendous number of possibilities in how you might leverage link retargeting. I’ll share just a couple to get you started.
Link Retargeting for Content Gaps
First, as I mentioned above, you can use content from other trusted sources to augment and fill in the gaps in terms of topics that you haven’t yet covered yourself.
For instance, while chatbots and AI are trending topics these days, I haven’t explored or written about them myself yet. I might curate some content for my readers and audience and use link retargeting to gauge their interest and capture that segment of my audience.
Of course, just because someone’s following me on social media doesn’t mean that individual is part of an audience that I can target with Facebook ads. I can target my Page followers, but link retargeting can help me reach my other social audiences on Facebook. Not to mention the larger audiences I might reach when other people share those posts and links.
Segmentation with Link Retargeting
Another use for link retargeting that I love is to help segment my own existing audience.
I currently have about 15,000 email subscribers, and these subscribers have joined my list through newsletter subscriptions, webinars, lead gen offers, contests, and more. I might be able to tell from the lead generation offers which segment of my audience is interested in, say, blogging, but I might not know what aspects of blogging they want to learn more about.
If I send an email to my list and include a few different articles on various aspects of blogging, I can use link retargeting to create different audiences based on who clicks what. Those that clicked on basic How-To guides might buy my blogging planner, while those who clicked on more advanced articles might buy into a paid mastermind. I can then run targeted ad campaigns accordingly.
All of this is possible using link retargeting technology. Consider how that might benefit your organization, and in particular, how that might complement your existing content curation efforts.
What is an ASIN on Amazon? How can I find an Amazon product’s ASIN number? Where do I get an ASIN on Amazon? Why is the Amazon ASIN so important to sellers? What is reverse ASIN lookup? FREE GUIDE: 3 Easy Steps to Performing a Reverse ASIN Lookup Using Keyword Scout What is an Amazon ASIN? Amazon ASIN stands for Amazon Standard Identification Number. The ASIN is a ten-digit alphanumeric unique identifier that Amazon assigns each of its and its partner’s products. Basically, it’s how Amazon identifies the millions of products in its database. For example, the ASIN for Brita Pitcher Filters is B0006GQ8RW. Meanwhile, the ASIN for Old Town Canoes’ Recreational Canoe is B00NGIXAXW. Note: for books on Amazon, the ASIN is the same as the book’s International Standard Identification Number (ISBN). How can I find a product’s Amazon ASIN? There are two ways to find a product’s Amazon ASIN. First, the easiest way to find the Amazon ASIN is simply scrolling down the page and reading the ASIN in the product’s description. Then, if you’ve got a keen eye, you might notice that Amazon puts the ASIN in each of the product page URLs, too: Where can I get an ... Read More
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