PepsiCo has named Tami Cunningham as its new marketing director for Australia and New Zealand, with the role being vacant since Jenni Dill left the …
Archives for : August2016
Posted by andrewchoco
This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author’s views are entirely his or her own and may not reflect the views of Moz, Inc.
Most people view email marketing and social advertising as two separate entities, and I’ll be honest, I used to think that as well. However, I’ve discovered that combining multiple different avenues for a coherent marketing campaign yields some pretty impressive results.
We’ve tried this tactic before at Directive Consulting, combining SEO and PPC; but in this blog post, I’m going to break down a few ways to combine email and social advertising for multi-channel success.
More specifically, you’ll learn:
- How to create custom and lookalike audiences on Facebook from an email list
- Best practices for launching email and social campaigns simultaneously
- How we used this tactic to increase overall sessions and revenue
- Some additional strategies to take your ecommerce campaigns to the next level
Using email lists to create Custom Audiences on Facebook
Most (if not all) ecommerce stores require an email address when completing a purchase, and many times you can see what item the person bought. Keeping an organized and segmented email list is the first step to social advertising success. If you’re an online clothing store that specializes in creative t-shirts for men and women, create individual lists segmenting categories (e.g., sports, funny, and cute) and gender. If you’re using a CRM such as Hubspot, Mailchimp, or Salesforce, you can export these contact lists as .CSV files and then upload those to Facebook under the “Audiences” section using Ads Manager.
When logging onto your Ads Manager or Business Manager account, go to your ad account and select the drop-down hamburger menu in the top left-hand corner.
If “Audiences” doesn’t appear in the “Frequently Used” section, hit “All tools” and you’ll find it under the “Assets” section.
After clicking on “create custom audience,” you’ll need to select the “customer file” section and then “choose a file or copy” and you’ll be prompted to upload your .CSV file into Facebook.
Facebook will then match up the emails with actual Facebook users (you can expect anywhere from a 20% – 70% match rate), but with ecommerce those numbers tend to be on the higher side.
Using email lists to create Facebook Audiences
Another great feature of Facebook ads is the ability to create lookalike audiences from previously uploaded email lists. Facebook will match up the corresponding profiles of your email lists with a broader group of people who have similar profiles based on interests, demographics, and behaviors. As long as your email list consists of more than 100 people, Facebook will be able to create a lookalike audience. Obviously, though, the more people you have in the original email list, the more similar the lookalike audience will be (because Facebook will have more data to pull from.)
When you create your lookalike audience, you select a country and choose anywhere from 1% – 10% of a country’s population.
But you don’t have to stop there. Once you have a lookalike audience (we usually use the 10% option so we capture the most people), you can layer additional targeting on top of the lookalike. For the clothing store example, you could take the audience of 20 million and add additional behavior targeting of men’s fashion buyers and online buyers. Now that’s a specific audience!
Launching simultaneous campaigns for maximum reach
Now how can you tie together email marketing and social advertising for optimal reach?
Anytime an ecommerce shop launches a promotion or sale, they send out an email blast.
I usually check my email in the morning, see the promotion, and then promptly forget about it five minutes later. It’s common knowledge that every opportunity needs multiple touches before they end up converting to a sale, but sending three emails a day promoting a sale is a good way to lose a lot of subscribers.
The solution? Launch a social promotion targeted at your specific email list. Then ramp up the budget to ensure that every person sees your ad at least once during the campaign. A good way to do this is by looking at the estimated reach when creating an ad campaign and making sure your budget is high enough that the estimated reach per day matches up with the amount of people on your email list.
We used this tactic with a client of ours who sells collectable banknotes from countries all around the world.
Their most popular is the Zimbabwean $100 trillion dollar banknote, so they ran a promotion for 10% off. We didn’t segment the audiences like I mentioned earlier, because they were only promoting one country’s banknote, but we did create two different ad images as well as a carousel ad so we could target everyone in the list with multiple products for the same price.
While you may think this is an obnoxious ad and the red circle and arrow is overkill, this ad actually performed the best out of all of them, generating over 180 clicks in three days with a CTR of 8.7%. Little touches like this really draw in your audience’s attention and can lead to much higher engagement.
Carousel ads are great for ecommerce shops because they can show off multiple products without increasing the price of your campaigns. We recently switched over to carousel ads for a client of ours who builds custom fences and had 3,000% more sessions on the site from the carousel ads.
We launched these ads for a three-day period while the sale was running and combed it with an email blast that went out at the beginning of the sale. These are the results we saw when comparing the week of the promotion to the previous week:
We saw our sessions go up, as well as the pages per session and average session duration. We didn’t have a single transaction from Facebook the previous week, but had four during the sale, generating enough revenue to easily cover the cost of that campaign.
Another interesting thing we saw was that the email didn’t directly lead to any sales. I’m not saying it had no effect on the sales that week, but only launching an email campaign wouldn’t have had the same impact as combining these two platforms and working together to create additional touches throughout the sale period.
1. Use lookalike audiences
For the above example, we only targeted our custom audience of email subscribers (the sale was a special promo just for those customers). But taking it even further, creating a broader audience from the lookalike audience would have been a great audience to target, as well.
What better way to introduce your brand and product to a potential customer than immediately offering a sale? You can also further target these audiences to get extremely specific. For our banknote client, our targeted lookalike audience looks something like this:
2. Create a new segmented list for sale buyers
If you’re launching a promotion for a sale using this tactic, segment each new email address you receive into its own list titled “sale buyers.” There’s a chance these people have been wanting to buy your product all along and finally waited until a sale came along to do it, but more likely, these people are impulse shoppers who made a purchase because of the exclusivity of the deal you’re promoting. This now gives you a list of customers that you know make purchases during sales, and you can test out other promotional deals later on. If you don’t offer free shipping regularly, have a two-day period when you do, and target these specific people.
3. Use Twitter as another platform to target your audience
Twitter is another social platform that gives you the ability to upload a .CSV of email addresses, and matches up twitter profiles with those corresponding emails.
In the Twitter Ads platform, go to “Tools” and then “Audience manager.”
Head over to “Create new audience” and upload your own .CSV, just like you did for Facebook. (A word of warning: You do need 500 or more matches for Twitter to allow you to use the audience for promotions.)
For ecommerce, most people will use their personal email for Twitter as well as buying a product, so this shouldn’t be an issue with a big enough email list.
Now it’s your turn
Now you’re prepared to launch a robust and successful email and social advertising campaign.
Remember, it’s important to ensure your budget aligns with the amount of people you’re trying to reach, and to use eye-popping images to catch your audience’s attention. Let me know in the comments if these tactics worked for you, or if you have any additional strategies for email and social success!
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The Web Platform Working Group has published a Working Draft of Input Events. This specification defines additions to events for text and related input to allow for the monitoring and manipulation of default browser behavior in the context of text editor applications and other applications that deal with text input and text formatting. It builds on the UI events spec.
The Web Platform Working Group has published a Proposed Recommendation of Pointer Lock. This specification defines an API that provides scripted access to raw mouse movement data while locking the target of mouse events to a single element and removing the cursor from view. This is an essential input mode for certain classes of applications, especially first person perspective 3D applications and 3D modeling software. Comments are welcome through 30 September.
The Data on the Web Best Practices Working Group has published its primary document which is now a Candidate Recommendation. The document provides Best Practices related to the publication and usage of data on the Web designed to help support a self-sustaining ecosystem. Data should be discoverable and understandable by humans and machines. Where data is used in some way, whether by the originator of the data or by an external party, such usage should also be discoverable and the efforts of the data publisher recognized. In short, following these Best Practices will facilitate interaction between publishers and consumers.
As a further aid, the Working Group has also published stable versions of its Data Quality and Dataset Usage vocabularies. Taken together, the three documents address the group’s mission as stated in its charter:
- to develop the open data ecosystem, facilitating better communication between developers and publishers;
- to provide guidance to publishers that will improve consistency in the way data is managed, thus promoting the re-use of data;
- to foster trust in the data among developers, whatever technology they choose to use, increasing the potential for genuine innovation.
Finally, it’s worth noting that the closely related Share-PSI project, co-funded by the European Commission, has concluded its work recently with the publication of a set of high level policy-related Best Practices and guides for the sharing of public sector information online. Although targeted at Europe, the advice, which is available in many languages and contexts, is likely to be applicable world wide.
The Device and Sensors Working Group has published a Working Draft of the Generic Sensor API, a framework to bring support for any kind of sensors to the Open Web Platform. An updated Working Draft of the Ambient Light API illustrates a concrete sensor API based on this framework.
The Working Group has determined that these APIs are now advanced enough that they would benefit from getting wide review from the broader community and welcome feedback from implementors and developers on both
It's unclear whether apps are yet part of the vital core of local presence management and marketing, but they can certainly do a lot to help local …
Posted by EricEnge
There sure is a lot of interest in SEO ranking factors:
There have been major studies done on this, notably by both Moz and Searchmetrics. These are groundbreaking pieces of research, and if you’re serious about SEO, you need to understand what these studies say.
That said, these are too complex for most organizations to deal with. They need a simpler way of looking at things. At Stone Temple Consulting (STC) we deal with many different types of organizations, including some of the world’s largest companies, and some of the highest-traffic websites in the world. For most of these companies, understanding that there are 200+ ranking factors does more harm than good.
Why, you ask? So many people I talk to are looking for a silver bullet. They want to hear that they should only change their heading tags on the second Tuesday of every month, except during leap years, when they should do it on the first Tuesday, except in February when they should change it on the third Monday. These distractions end up taking away from the focus on the two things that matter most: building great content (and a great content experience) and promoting it well.
Today’s post is going to lay out a basic approach that most companies can use to simplify their thinking about SEO, and keep their focus on the highest priorities.
What Google recently said
Here’s what Google Dublin’s Andrey Lippatsev said in a Hangout that I participated in on March 23, 2016. Also participating in the Hangout was Ammon Johns, who asked Andrey what the two most important ranking factors are:
Andrey Lippatsev: Yes. Absolutely. I can tell you what they are. It is content and links going into your site.
There we go, that’s a start. According to Google, it’s links and content that are the two biggest. Hopefully, the idea that content is a big factor is obvious, but below I’ll break out more what great content really entails. In addition, you can see some backup for the power of links in the study I recently published on links as a ranking factor.
Should we think of the world as consisting only of these two factors? It’s quite simplistic, and possibly too much so, but let’s try to simplify this even more. How many organizations would dramatically improve their SEO if they focused on creating great content and promoting it effectively? I can tell you that from my experience these are two things that many organizations simply don’t do.
Does that mean that we can take our two factors and put them into a (purely) hypothetical ranking score equation that looks like this?
I actually think that this equation is pretty effective, though it has some limitations and omissions that I’ll describe in more detail below. You also need to think about the concept of “great content,” that will get a high Content Score, in the correct manner.
What is “great content?”
If we step back and think about what makes up great content, it seems to me that there are three major components that matter:
- The overall content experience
The first part of this is simple. If the content is not relevant to a query, it shouldn’t rank for that query, ever. That makes sense, right?
The second part is also pretty simple, and that’s the notion of quality. Does it provide information that people are looking for? Is that information relatively unique to your site? Clearly, it makes sense for the quality of the content to matter a lot.
We can combine the notions of quality and relative uniqueness into the notion of material differentiation. Rand covers this brilliantly in his Whiteboard Friday about creating 10X content.
Creating the 220,001st article on how to make French toast is just not going to cut it:
You need to create something new and compelling that also offers a lot of value. That may not be easy, but being the best at something never is.
If you’re in a competitive market, it’s reasonable to guess that your top competitors are making great, relevant content on topics that matter to their target audience. For the most important queries, it’s probable that the top 5 (and maybe more) pieces of content in that space are really, really good (i.e. more comprehensive than other articles on the topic, or brings in new information that others don’t have).
The third part encompasses many pieces.
- Is your content well-organized and easy to read?
- Does it effectively communicate its key points? How do people engage with it? If they land on a page on your site that has the answer to their question, can they quickly and easily find that information?
Once again, you’ll find that the major competitors that rank in the top of the SERPs all handle this pretty well too.
Let’s now take a look at what the role of the content score in ranking might look like:
Note that the Y-axis is “Chances of Ranking,” as opposed to “Ranking.” Nonetheless, this curve suggests that the Content Score is a big one, and that makes sense. Only the best of the best stuff should rank. It’s simple.
Digging a bit deeper on what goes into content quality
But what about title tags? Heading tags, use of synonyms? Page layout and design? Stop and think about it for a moment. Aren’t those all either part of creating higher-quality content, or making that content easier to consume?
For example, imagine that I wrote this piece of content:
It could be the greatest information in the world, but it’s going to be really hard for users to read, and it will probably have terrible user engagement signals. On the other hand, imagine that my content looks like this:
Would you say the quality of one of these pieces of content is higher? I would. The second one is much easier to read, and therefore will deliver more value to users. It will get better engagement, and yes, it will probably get linked to more often.
Why do links get separate treatment?
You could argue that links are just another measurement of content quality, and there is some truth to that, but we give them separate treatment in this discussion for two reasons:
1. They’re still the best measurement of authority.
Yes, I know I’m ruffling some feathers now, but this is what my experience after more than 15 years in SEO (and seeing hundreds of SEO campaigns) has taught me. To get and sustain a link, someone has to have a website, has to be willing to modify that website, and they have to be willing to have their site’s visitors click on the link to leave their site and go to yours.
That’s a pretty material commitment on the linking site’s part, and the only incentive they have to do that is if they believe that your content is of value to their site’s visitors.
Why not social signals? While I’ve long argued that they have no impact except for aiding in content discovery, let’s for sake of argument say that I’m wrong, and there is some impact here, and explain why social signals can never be a critical part of the Google algo. It’s simple: social signals are under the control of third-party companies that can make them invisible to Google on a moment’s notice (and remember that Google and Facebook are NOT friends). Imagine Google giving Facebook (or any other 3rd party) the power to break their algorithm whenever they want. Not happening!
2. The power of links should cause different actions on your part.
What is that action? It’s called marketing, and within that discipline is the concept of content marketing. Done the right way, these are things you should do to raise the reputation and visibility of your brand.
In fact, this may consume a material amount of your entire company budget. With or without search engines in the world, you’ve always wanted to do two things:
(1) Make really good stuff, and
(2) market it effectively.
In 2016, and beyond, this will not change.
No doubt, part of attracting great links is to produce great content, but there are other overt actions involved to tell the world about that great content, such as active outreach programs.
Expanding on user engagement
Many have speculated that Google is using user engagement signals as a ranking factor, and that it will increase its investment in these areas over time. For example, what about click-through rate (CTR)? I discuss CTR as a ranking factor here, but to net it out simply, it’s just too easy a signal to game, and Google tells us that it uses CTR measurements as a quality control check on other ranking signals, rather than as a direct signal.
You can doubt Google’s statements about this, but if you own or publish a website, you probably get many emails a week offering to sell you links via one scheme or another. However, you never get emails offering you CTR ranking schemes. Why is that, you think? It’s because even the scammers and spammers don’t think it works.
Important note: Rand has done many live CTR tests and a number of these have shown some short-term rankings movement, so CTR could be used in some manner to discover hot trends/news, but still not be a core ranking factor.
What about other user engagement signals? I’d bet that Google is, in fact, doing some things with user engagement signals, though it’s hard to be sure what they are. It’s not likely to be as simple as bounce rate, or its cousin, pogosticking.
Pogosticking sure seems like a good signal until you realize there are many scenarios where they don’t work at all. For example, when users are comparison shopping, they’ll naturally hop from site to site.
Finding good user engagement factors that make for really reliable signals is quite hard. Many have speculated that artificial intelligence/machine learning will be used to derive these types of factors. Here are three pieces of content that cover that topic in some detail:
- The Machine Learning Revolution: How it Works and its Impact on SEO, an article here on Moz by yours truly
- SEO in a Two-Algorithm World, a Powerpoint by Rand Fishkin
- The Past, Present, and Future of SEO, an article by Mike Grehan
Having a solid information architecture (IA) that Google can crawl and easily find your content is also a major requirement. In Andrey Lippatsev’s response, he undoubtedly presumed that this was in good shape, but it would be wrong to leave this out of this discussion.
At Stone Temple Consulting, we’ve helped tons of sites improve their organic traffic simply by working on their IA, eliminating excessive page counts, improving their use of SEO tags like rel=canonical, and things of this nature. This is clearly a big factor as well. Usability also feeds into IA, because people need to be able to find what they’re looking for on your site.
What I’ve left out with the two-factor model
First of all, there are other types of results, such as images, videos, and maps results, that are opportunities to get on the first page, but the above discussion is focused on how to rank in regular web search results.
To be fair, even in the regular web results, I’ve left some things out. Here are some examples of those:
- Local links. I’m not referring to “local pack” listings here. If I search on “digital cameras” right now, in the regular web search results, I’ll see some listings for stores near me. Clearly, proximity is a very large factor in ranking those pages.
- Query deserves diversity. An example of this is the query “Jaguar.” Chances are that my two-factor algorithm would rank only car sites in the top 10, but Google knows that many people that type that query want information on the animal. So even if the two-factor algo would slant things one way, you’ll see some animal-related sites in the top 10.
- In-depth articles. This is a feature that’s hard to spot in the search results, but sometimes Google includes in the bottom of the top 10 results some pieces of content that are particularly comprehensive. These are for queries where Google recognizes there’s a decent chance that the user is engaging in extensive research on a topic. Here’s an example for the query “constitution”:
We conducted a small sample review of 200 SERPs and found that about 6% of the results appeared to be from factors such as these. The two-factor model also doesn’t account for personalization, but this post is looking at ranking factors for regular search results other than personalization, which, of course, also has a large impact.
Looking for ranking hacks?
OK, I’m going to give you one. Make your content, and the experience of consuming that content, unbelievably good. That’s step one. Stick to your knitting, folks, and don’t cop out on the effort to make your content stand out. You have no choice if you want to get sustainably positive results from SEO.
Don’t forget the overall site and page usability, as that’s a big part of what makes your content consumable. This is a critical part of making great content. So is measuring user engagement. This provides a critical feedback loop into what you’re doing, and whether or not it’s working for your target audience.
Then, and only then, your focus should turn to marketing that will help drive your reputation and visibility, and help attract links to your content. Here it is in a nutshell:
If your content isn’t competitive in relevance and quality, links won’t help. If it is, links will make the difference.
Your content has to be elite to have a chance to score highly on any given competitive search result. After that, your superior marketing efforts will help you climb to the top of the heap.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!