![]() Customers crave personalized experiences, whether in the form of abandoned cart emails based on past purchases or personalized automation rules tailored for their specific workflows. The more personalized the experience, the more value customers receive. The days of broadly targeted old-school marketing tactics are done and dusted—marketing is no longer a numbers game. You don’t need to cast wide nets of billboards, telemarketing calls, or mass mailers to grab the attention of the masses. Personalized marketing is all about cultivating brand messages that speak directly to specific customers’ interests and demographics and induce buying behavior. Now, marketers skillfully use data to craft highly relevant and timely messages for each prospect, aiming to catch their interest exactly when they’re most likely to engage. It’s all about personalized marketing now. This is exactly what we’ll discuss today. We’ll cover what personalized marketing is, examples of personalized marketing, and how you can leverage it to increase your conversions and ROAS. What is personalized marketing?Personalized marketing, also known as marketing personalization or one-to-one marketing, is a strategy that utilizes segmentation data points to target and retarget leads with brand messaging, including ads and landing pages that keep in mind their unique characteristics, interests, buying behavior, demographics, etc. The goal is to create a more focused and relevant experience for each customer, increasing the chances of them getting involved and making a purchase. Research from McKinsey reveals that companies that excel at personalization bring in 40% more revenue from these efforts than those with average performance. Additionally, 76% of consumers expect personalized experiences and feel disappointed when they don’t receive them. On the flip side:
A crucial part of personalized marketing involves collecting and analyzing customer data, including demographics, past purchases, online habits, and real-time actions. This data helps businesses understand each customer’s specific needs and likes, allowing them to create personalized messages, suggest products, and offer promotions that resonate with individual customers. Personalized marketing happens through various channels, like email, social media, websites, and mobile apps. Imagine an online store using a customer’s browsing and purchase history to recommend products they might like. Email campaigns can also be tailored to include content and promotions that match a particular person’s tastes. But here’s the thing – even though personalized marketing can turn customers into enthusiastic supporters, it also raises privacy concerns. Striking the right balance between enhancing content and respecting customer privacy is crucial for engagement and conversions. This means adhering to data protection rules and being transparent about using consumer data is essential for successful personalized marketing, especially now when consumers value privacy and customized experiences. Marketing personalization strategiesIdentifying what your customers want at any given moment is challenging. While data informs what shape your marketing personalization strategy should eventually take, there are three common strategies that every brand can build off of to ensure they always create a strong personalized marketing plan: 1. Identify and understand customer needs. Every customer expects you to know their needs. When they punch a long-tail query into your search bar, they expect content that answers it. If they’re shopping in a brick-and-mortar location of yours, they probably want details on a product. At every touchpoint throughout the funnel, ask yourself, “What does the customer want here? What are they looking for?” Or, even better, ask them. Surveys and user testing are an easy way to discover these answers. 2. Remember who they are and their actions on any channel or device. Brand communication that exists in disconnected siloes is what frustrates customers. Your advertising personalization strategy should span every device and channel, and your CRM should reflect anything you’ve learned about your prospect along the way. Avoid scenarios like those above, and instead, aim to know exactly what your prospects have done, the kind of messaging they’ve responded to, the type of content they like, their communication preferences, and more. 3. Anticipate their future needs. Access to customer data and browsing behavior allows you to predict what’s coming next. Think of when you book a flight somewhere. Airlines don’t stop after selling you a ticket. They ask if you want travel insurance, if you want to book a hotel room, if you’ll need to rent a car, etc. They know you’re traveling, and they also know the experience is more than just flying. The same goes for your product or service. What add-ons might they need? What upgraded versions might they consider? This extends before and after the buying stage, too. If you know your target audience reads a lot of your content on social media marketing, send them more content about social media marketing. Send them blog posts, podcasts, ebooks, and tip sheets. If they’ve already bought your product, make them aware of newer versions, bug fixes, and use cases that help them maximize your product’s full potential. Think of a successful personalization in the funnel similar to playing chess; you have to think several moves ahead and predict behavior. How to create a successful personalized marketing strategyTo create a successful personalized marketing strategy, you must carefully combine data analysis, technology use, and customer-focused methods into a cohesive plan. Here’s everything you need to develop a successful personalized marketing strategy:
With these steps, you’re not just marketing – you’re having a personalized conversation with your customers. The benefits of personalized marketingPersonalization is a valuable asset for marketers, fostering stronger connections with customers, optimizing marketing efforts, and ultimately driving business growth. It allows marketers to enjoy a handful of benefits. 1. Enhanced customer engagement Personalization enables marketers to create content, offers, and messages that resonate with individual customers. This tailored approach enhances customer engagement by providing relevant and meaningful interactions, capturing their attention, and encouraging active participation. 2. Increased conversion rates Marketers can significantly boost conversion rates by delivering personalized content and offers aligned with a customer’s preferences and behaviors. Customers are more likely to purchase when they feel connected to the products or services presented. 3. Improved customer satisfaction and retention Personalization demonstrates that a brand understands and values its customers. Positive perception of the brand increases when customers receive personalized recommendations and experiences. Satisfied customers are more likely to become loyal advocates. Also, by consistently providing personalized experiences, marketers can build long-term relationships, making customers more likely to return for future purchases rather than exploring alternatives. 4. Optimized marketing spend Personalization allows marketers to target specific audience segments more effectively. This targeted approach ensures the efficient allocation of marketing resources, reaching the most receptive audience and minimizing wasteful spending on broad, non-specific campaigns. 5. Data-driven insights Collecting and analyzing customer data for personalization purposes provides valuable insights into customer behavior, preferences, and trends. Marketers can use this data to refine their strategies, make informed decisions, and stay ahead of market changes. 6. Cross-selling and up-selling opportunities Personalization enables marketers to recommend complementary products or upgrades based on a customer’s purchase history and preferences. This opens up opportunities for cross-selling and up-selling, increasing the average transaction value. 7. Effective email marketing Personalized emails addressing a recipient by name or suggesting products based on past purchases can significantly improve open and click-through rates. Tailored content makes emails more relevant, increasing the likelihood of conversion. 8. Adaptation to customer lifecycle Personalization allows marketers to tailor their strategies to different customer lifecycle stages. From attracting new customers to nurturing existing ones, personalized approaches can be adapted to meet customers’ specific needs and expectations at each stage. 9. Competitive advantage Brands that effectively implement personalization gain a competitive edge. In a crowded market, offering personalized experiences sets a brand apart, attracting and retaining customers who appreciate the extra effort to meet their needs. Personalized marketing examples“Personalization” is a term we hear all the time – in blog posts, in reports – perhaps even to the point of overuse. It’s turned into a buzzword that’s lost some of its clarity. To some, it’s as simple as adding a name to the subject line of an email. To others, it evokes the image of sophisticated algorithms that can predict life events like pregnancy based on shopping patterns. Effective personalization falls somewhere in the middle. Here are some standout examples to spark your creativity: VideoAt first glance, you might think video isn’t the kind of format you can easily personalize, but with a bit of ingenuity, it’s entirely achievable. Consider, for instance, the customized onboarding video created for a new customer as he’s introduced to a new Ahlsell store: The video uses a conversational approach to engage the viewer, directly addressing a customer by name and giving him a virtual tour of the Ahlsell store’s layout. It provides a sneak peek at the products and the careful setups for a top-notch shopping experience. This personalized onboarding video achieved a click-through rate (CTR) of 53%. On top of that, of those who followed the link, 78% stayed to watch the entire video. Digital advertisingPersonalization is critical in crafting relevant and value-focused digital ads. Here’s a great example of a message match from Monday.com: Businesses can harness the power of email to perform marketing wonders. This medium offers non-intrusive, easily digestible, and highly customizable messages. Email subscribers can get promotions uniquely tailored to their demographics, interests, behaviors, and company attributes through dynamic content. Take a look at the personalized recommendations email Brooklinen sends subscribers based on their browsing habits: Social mediaWhile it was once a one-way photo and text-blasting to followers, social media has become highly personalized. You’re likely familiar with the emoji slider feature in Instagram stories, which allows account holders to poll their followers. Most recently, Instagram added polls in the comments section under posts to increase engagement. The addition of polls in the comment section could dramatically alter how creators and followers engage. Now, creators can directly gauge the consensus through real-time results from questions they ask. Before this polling option was available, sifting through a high volume of comments to discern the most favored response was quite a challenge, as creators had to count each reply manually. Facebook’s targeted ads are another great example of personalized marketing. Social media caters to users by showing them ads corresponding to their preferences and interests. For instance, a frequent reader of The Wall Street Journal will surely find this New Year Special Offer useful: Personalized marketing challenges and the tools to overcome themThe biggest challenge of personalization is scaling it effectively. You can’t manually create an email for every customer. You can’t manually create an ad for every prospect. But you must maintain that appearance, which requires the right tools. For starters, here’s what you’ll need: 1. Analytics platform: Analytics platforms aid in collecting data, which every marketer relies on to create personalized campaigns. As opposed to the self-reported data like name and email address — the “who you are” data — the data collected by most analytics platforms is behavioral. The “what you do” data can be even more valuable than the former. Platforms like Google Analytics, Heap Analytics, and Crazy Egg are popular in this category. 2. Data management platform: Data management platforms (DMP) hold audience and campaign data from sources involved in programmatic ad buying. For marketers, it’s a one-stop location where they can manage user data to create targeted user segments for digital advertising campaigns. The data you collect That user data could be, for example, age, household income, browsing habits, purchasing behavior, demographics, location, device, and more. Then, the DMP can analyze those segments’ performance and assist in optimizing future campaigns. 3. Customer relationship management software (CRM): Your CRM is the hub of customer information. Anything you learn about a prospect—from lead capture forms, sales calls, or third-party data providers—should be logged here. When connected with the rest of your marketing stack, it will allow your other tools (like a landing page platform) to feed it with prospect information, and, in turn, it can provide that information to an email marketing platform, which will help personalize your emails even further. 4. Landing page platform: Everything else falls apart without the correctly optimized final destination. This is your best way to capture prospect data today, so without it, you can kiss personalization goodbye. It’s also the best tool you have to move customers to the next stage of the funnel. Unlike regular web pages, landing pages are designed to drive prospect action — to get them to sign up, download, buy, etc. They accomplish this with a 1:1 conversion ratio, message match, a lead capture form, and several other use cases for personalization. And because every landing page needs to match the ad it comes from to maximize personalization, scaling landing page creation with manual coding dries up far too many resources. Landing page platforms like Instapage help you create and manage these pages in a fraction of the time and cost it would otherwise take. 5. Email marketing platform: Today, email marketing platforms are a staple of every marketing technology stack, as the channel is the number one most profitable for businesses. That’s not surprising, considering email addresses are a piece of information easily offered up by prospects. Through this channel is how most people prefer to be contacted. And according to research, getting emails opened comes down to personalizing it. Consumers say they’re more likely to respond well to an email if it looks like it’s made for them. Dynamic content can accomplish this, as can segmenting or sending emails based on behavioral triggers, say, after an ebook is downloaded or your pricing page is viewed. And it doesn’t even have to be that complicated. You can send a gimmick-free birthday email to prospects on your mailing list using simple data like name and birthday. It sounds simple and maybe even useless without a CTA, but more and more customers appreciate brands who treat them like the people they are over the money they have. 6. Tag management platform: Marketing tags help you collect information from your prospects when they land on your website (among many other things). These little pieces of JavaScript, like the Meta Pixel, are added to the code of your web pages. When a visitor completes a specified action, that tag fires. The problem with these tags is that they’re tedious to manage, easily forgotten about when they’re no longer needed, and they can also greatly slow down a web page (which significantly impacts bounce rate and conversion rate). Using tag management software like Google Tag Manager allows you to add, delete, and update all your tags from one place. It also means your page load times won’t get bogged down by tag after tag, as the code for GTM only needs to be added to the back-end of web pages once. 7. Demand-side platform: Demand-side platforms work with supply-side platforms and exchanges to deliver your ads to prospects who are most likely to click them. The process is called programmatic advertising and is done primarily in real-time. You specify who you want to reach with your ads and how much you’re willing to spend. Then, a bidding war occurs between you and all the other advertisers trying to reach the same audience. A prospect lands on a page, and before that page loads fully, algorithms determine which ad to display to them. These algorithms take things like browsing history, time of day, and IP address into account. Whoever has bid the highest for the impression when all’s collected wins the placement. Their ad is published when the visitor’s page loads fully. Start implementing your personalized marketing strategyPersonalized marketing is a game-changer, forging deeper connections between brands and their audience. Marketers can craft campaigns that speak directly to individual preferences by employing savvy strategies and tools like data analytics, customer segmentation, and dynamic content. But let’s zoom in on a vital piece of the puzzle—landing page personalization. This marketing strategy ensures that each visitor gets a tailored journey based on their behavior, demographics, or preferences, skyrocketing the chances of turning clicks into conversions. Want to start personalizing your landing pages? You can start with Instapage. Instapage empowers marketers to reduce costs, grow conversions, and deliver highly personalized landing page experiences that increase brand trust, customer loyalty, and conversion rates. With Instapage, marketers can build, deploy, and optimize landing pages that convert—no developer needed. Sign up for an Instapage 14-day free trial and start building highly personalized landing pages today. from The Marketing Method Blog - Instapage https://ift.tt/5SzXGh2 Ads Spy Tool - Spy Your Competitors' Ads, Keywords & Creatives https://ift.tt/wir3NQz Online Money Making Method - https://ift.tt/L9QFJOG
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![]() What is user-generated content?User-generated content (UGC) refers to original material used in campaigns, such as images, videos, reviews, and testimonials, created by actual product users instead of marketing teams. UGC harnesses real users’ POVs and experiences to engage and persuade prospects. Leveraging UGC builds brand awareness and fosters a vibrant community, attracting new customers through genuine endorsements of satisfied users. As more intrusive marketing draws the ire of consumers. UGC is used by all the top brands, from Pepsico to Apple, Disney, and Warby Parker. The value of the global UGC market in 2022 was $4.4 billion and is projected to grow at a CAGR of 29.4% from 2023 to 2030. Why is user-generated content important?Consumers are constantly bombarded with advertising and marketing messages from brands. With so many competing messages, consumers often disengage from ads and other marketing materialsb. But they do engage with each other. According to the State of Social & User-Generated Content 2023, consumers rank authentic UGC as the most trustworthy content. UGC is essential for building trust, fostering engagement, enhancing authenticity, boosting conversion rates, cost-effective marketing, broadening reach, and leveraging social proof to influence potential customers positively. Incorporating UGC into marketing strategies can significantly contribute to a brand’s overall success and sustainability. Enhanced trust and credibilityUser-generated content enhances trust and credibility by providing authentic experiences from real users. Potential customers are more likely to trust the opinions of their peers over traditional advertising, making UGC a valuable tool in building a trustworthy brand image. Increased brand engagement and loyaltyUGC fosters increased brand engagement and loyalty by encouraging active participation from customers. When users contribute content, they feel a sense of ownership and connection to the brand, leading to sustained loyalty and a thriving brand community. McDonald’s “Raise Your Arches” campaign, launched in January 2023, cleverly capitalized on the iconic golden arches that symbolize the brand. The critical element of the campaign was having customers playfully raise their eyebrows, mirroring the shape of McDonald’s famous arches, without explicitly mentioning the brand. This unique communication method gained significant traction, with over 1,000 Instagram posts and over 5 million TikTok views featuring customers “raising their arches” in solidarity with their love for McDonald’s. The campaign, spanning over 30 global markets, highlighted the universal appeal of the invitation to enjoy McDonald’s, conveyed without uttering a single word. The social-first campaign celebrated this non-verbal invitation with a series of through-the-line ads and activations designed to encourage people to join in and raise their arches. Teasers featuring a simple graphic ”eyebrow raise” adaptation of the iconic McDonald’s logo were used on social channels and TV end frames, contributing to the campaign’s overall success and widespread engagement. Amplified authenticity and relatabilityThe authenticity of UGC makes it relatable to a broader audience. Real stories, images, and videos shared by users create a genuine connection, making the brand more relatable and resonant with the diverse experiences of its customer base. The company encouraged users to share their unique and memorable travel moments on social media platforms using the campaign hashtag. By showcasing real experiences from their community, Airbnb effectively built trust among potential travelers and inspired them to explore new destinations. This UGC campaign boosted brand visibility and positioned Airbnb as a platform that goes beyond traditional accommodations to offer genuine cultural immersion. Improved conversion rates and purchase intentUGC positively influences conversion rates and purchase intent. Potential customers are more likely to purchase when they see others enjoying and endorsing a product or service. UGC acts as social proof, validating the value and quality of the offerings. Cost-effective marketing toolUtilizing UGC is a cost-effective marketing strategy. Instead of investing heavily in creating brand-generated content, businesses can leverage the creativity of their user base, reducing production costs while maintaining a steady flow of engaging material. Broader reach and scalabilityUGC enables brands to reach a broader audience and scale their marketing efforts. User-created content often gets shared across social media platforms, extending the brand’s reach beyond its immediate audience. This organic sharing increases visibility and brand awareness. Social proof and influenceUGC serves as powerful social proof, influencing the perceptions and decisions of potential customers. Positive reviews, testimonials, and shared experiences create a persuasive narrative, convincing others to choose a product or service based on the positive experiences of their peers. Types of User-Generated ContentUser-generated content comes in various forms, reflecting how individuals engage with and contribute to a brand’s narrative. Whether through written reviews, social media updates, videos, images, or even creative artwork, users play a crucial role in shaping and amplifying a brand’s story. Reviews and testimonialsUsers share their opinions and experiences with a product or service through written reviews or testimonials. This type of user-generated content provides valuable insights for potential customers and builds credibility for the brand. Social media postsUsers create content on various social media platforms, including updates, tweets, and posts that showcase their experiences with a brand. Social media is a dynamic space for user-generated content, fostering community engagement and brand advocacy. Burger King’s “You Rule” campaign celebrates everyday royalty, placing the customer at the forefront of the brand’s focus. The campaign, launched in October, has modernized the tagline and draws inspiration from the classic “Have It Your Way” jingle from the 1970s. This new approach is reflected in various posts to maintain brand unity. The campaign emphasizes that “You Rule” goes beyond traditional marketing efforts at Burger King. The brand aims to integrate this theme into every touchpoint of the guest experience, encouraging team members to spread the joy associated with the “You Rule” concept through in-person greetings or expressions of gratitude in the drive-thru. The aspect of the campaign capturing the hearts and minds of social media users is the accompanying jingle, which has gone viral. Titled “You Rule,” the catchy tune is a reimagined version of Burger King’s original 1970s-era jingle “Have it Your Way“. Featuring a singer listing various Burger King menu items, it has become a certified earworm, permeating social media and even finding its way into NFL game commercial breaks. Social media users are creating “Whopper Whopper” content, with some mashing up the jingle with popular songs, showcasing its infectious and widespread popularity. The campaign effectively combines a fresh take on a classic jingle with a broader theme of customer appreciation, making it a notable success for Burger King. Another TikToker, @neelsamba, was inspired to pair Dua Lipa’s hit “Levitating” with the jingle. Videos and vlogsUsers produce videos or vlogs to share detailed experiences, unboxings, or tutorials related to a product or service. Video content is engaging and visually represents user satisfaction, making it a powerful form of user-generated content. Images and photosUsers share images and photos capturing their interactions with a brand or its products. This visual content is often shared on social media platforms, adding a personal touch and authenticity to the brand’s image. Creative content and artworkSome users express their appreciation by creating original artwork or creative content inspired by a brand. This can include illustrations, graphics, or other artistic expressions that showcase the user’s talent and enthusiasm for the brand. How to get user-generated contentCollectively, these strategies create an environment where users are motivated to generate content for your brand. Whether through contests, shareable experiences, branded campaigns, direct feedback, or success story showcases, actively involving your audience in creating content fosters a sense of community and enthusiasm around your brand. Heinz’s “#TipForHeinz” campaign encouraged the American public to voice their preference for Heinz ketchup by adding a ”$1 tip for Heinz ” to their restaurant bills if the establishment lacked its ketchup. Participants then submitted a picture of the receipt to www.tipforheinz.com or shared it on Instagram with the hashtags #TipForHeinz or #sweepstakes. Heinz committed to reimbursing the $1 and restaurant tips (up to $20) and even covered the entire bill for some lucky customers, totaling $125,000 in tips throughout the campaign. Heinz also awarded a year’s supply of ketchup to the first 10 restaurants that switched during the campaign. This lighthearted and social media-friendly campaign showcased Heinz’s skill in involving people and creating a positive incentive for engagement. By harnessing the opinions of diners, Heinz aimed to highlight its superiority over generic competitors. The campaign’s clever tactic utilized social media and out-of-home activations to encourage consumers to tip for Heinz and potentially win gratuity reimbursement or have their bills paid in full. The initiative aligned with Heinz’s playful approach in other campaigns, ultimately emphasizing the brand’s product value and justifying its higher cost than competitors. Run engaging contests and challengesOrganize contests or challenges that encourage users to create and share content related to your brand — for instance, a photo contest where users share creative uses of your product. Offer enticing prizes to motivate participation and generate a buzz around your brand. Nearly 70% of marketers agree social contests and campaigns boost engagement and conversions. Cadbury’s Worldwide Hide is a unique virtual Easter egg hunt that allows participants to hide digital eggs anywhere in the world using Google Maps and share them. The campaign promotes generosity and meaningful connections, particularly during Easter, one of Cadbury’s peak sales periods. Participants can choose locations worldwide, from remote areas to bustling city streets, and mark their digital eggs on Google Maps. The launch involves a 20-second TV ad and digital billboard advertising in target cities, featuring virtual eggs hidden in real locations. The campaign aims to engage various customer interests through creative partnerships, including collaboration with the famous ”Instagram egg” for social media promotion. Cadbury Worldwide Hide operates on a three-step process:
The virtual option is free, but participants can also purchase and send physical Easter eggs through the platform. The campaign encourages user-generated content, with participants posting their found Easter eggs on social media platforms such as Instagram and X. Create shareable experiencesCraft experiences that users naturally want to share. This could be through unique events, product launches, or interactive online experiences. For instance, hosting an exclusive event or providing early access to a new product can create excitement, prompting users to share their experiences. Does any brand capitalize on its high engagement levels better than Doritos? We doubt it. Doritos consistently demonstrates it understands how to leverage social media, with fans eagerly awaiting its newest social media campaign. In 2023, to promote the launch of a new flavor, “Sweet and Tangy BBQ,” it launched #DoritosTriangleTryout, which went viral on TikTok with over five billion views. Superfans were tasked with re-creating their show-stopping version of “the triangle-inspired dance” to the tune of the Doritos commercial song “Let’s Get It.” Over 700 videos were uploaded to its Let’s Get It TikTok channel. And the winner got to star in Doritos’ 2023 Super Bowl ad! Leverage branded hashtags and campaignsEncourage users to use branded hashtags when sharing content related to your brand. This can help you easily track and collect user-generated content. For example, Starbucks’ #RedCupContest prompts users to share their festive Starbucks cup photos during the holiday season, creating a viral campaign. Solicit direct user feedbackActively seek feedback from your users. This can be through surveys, reviews, or direct requests for opinions on social media. By engaging users in conversations, you gather valuable insights and create opportunities for them to share their experiences organically. Showcase user success storiesHighlight the success stories of your users. This could include before-and-after scenarios or personal achievements related to your product or service. Share these stories on your website, social media, or in marketing materials, showcasing real-world examples of how your brand positively impacts you. How to integrate user-generated content into your marketing strategyIntegrating user-generated content into your marketing strategy involves building a community, leveraging social media campaigns, collaborating with influencers, featuring content on product pages, and systematically measuring performance. These approaches strengthen brand-consumer relationships and contribute to the overall success and authenticity of your marketing efforts. Build a community around UGCEstablish a dedicated space for your community to contribute and engage with user-generated content. For example, GoPro has a community platform where users share action-packed photos and videos. This builds a sense of belonging and encourages continuous participation. Create UGC-focused social media campaignsLaunch campaigns that specifically encourage users to generate content on social media platforms. With its annual #RedCupContest, Starbucks prompts users to share their creative photos with the iconic red holiday cup, turning customers into brand ambassadors and creating a festive social media buzz. Collaborate with influencers and advocates Partner with influencers or brand advocates who actively create and share user-generated content. Watchmaker Daniel Wellington has perfected this marketing strategy, actively using influencers and brand ambassadors to promote its brand from its earliest days. Recognizing the competitive market and operating on a limited budget, founder Filip Tysander saw the potential of Instagram even in the early days of the platform in 2011. Tysander’s strategy focuses on micro-influencers, individuals with around 5,000 followers in specific niches. Influencers are offered a free watch in exchange for posting about the brand. Daniel Wellington leveraged its own social media channels, including Instagram, to organize competitions under the hashtag #DWPickoftheDay. This encouraged influencers and regular users to share pictures of their Daniel Wellington watches, further enhancing the brand’s global awareness. Daniel Wellington has sold over 6 million watches in 25 countries, with an impressive Instagram following of 4.8 million as of August 2022. The hashtag #danielwellington has garnered 166 million views on TikTok and over 2.4 million posts on Instagram. Notable figures like Hailey Bieber, Selena Gomez, and Lee Jong have been seen wearing Daniel Wellington watches. Daniel Wellington utilized the content generated by influencers on their social media and even on the brand’s website as product images, showcasing the effectiveness of their influencer marketing approach. Feature UGC on product pages Measure and analyze UGC performance Best Practices for UGCDetermine the goal of your UGC campaignUGC’s effect on your business depends on what kind you plan to collect and how you’ll use it. If your goal is to boost brand awareness, a hashtag campaign like Loews Hotels’ #TravelForReal on Instagram can help create buzz about your product or service. If your goal is to boost website conversions, a campaign that solicits customer reviews, like this one from Amazon, can help you earn the social proof you need to make the sale. Create a system to collect UGCT-Mobile received over 100,000 break-up letters by the end of its campaign. To use them effectively, the company needed a system to collect and organize it all. Your collection method doesn’t have to be highly technical—many companies use a branded hashtag. However, collecting UGC on social media with a branded hashtag can be tricky since ownership rights over photos and posts can be harder to earn. By collecting user-generated content via an app or portal, companies ensure the content can be used in official advertising campaigns without legal issues. Be clear about what you want and what you’re willing to offerSome companies, like GoPro, are breeding grounds for UGC. This type of content is built into their product design. But for most brands, earning user-generated content requires an offer in exchange. If you run a campaign to collect UGC, ensure the rules are clear to your audience and offer a reward proportional to the effort involved in creating the content. Consult legal specialistsRunning a UGC campaign can be complex from a legal standpoint. Rules surrounding giveaways may be complicated, depending on your location and medium of collection, as are your rights to any content generated by your users. You should consult legal specialists before using any UGC in your marketing. Learn from negative UGC, but showcase the positiveUGC allows consumers a more authentic buying experience, but at the end of the day, you’re still a marketer. Content that criticizes your brand, product, or service may be shared with internal teams if they can learn from it and improve your product, service, or process, but not spread externally. Monitor your submissions closely and pick only the best pieces of UCG to work into your company’s marketing campaigns. Get started with user-generated contentCollecting valuable user-generated content takes more than coming up with a hashtag. Good UGC adds value to the brand. UGC can show people the capability of a particular product or service, spread awareness, and boost social proof during purchasing. Always connect all your ads to personalized landing pages to lower your cost per customer acquisition. Start creating your dedicated landing pages. Sign up for a 14-day trial. from The Marketing Method Blog - Instapage https://ift.tt/68V1uRA Ads Spy Tool - Spy Your Competitors' Ads, Keywords & Creatives https://ift.tt/ChA5gHs Online Money Making Method - https://ift.tt/heDIvM7 ![]() Quick Links
It’s no secret that user segmentation is an absolute must-have for targeting, engaging, and converting prospects and leads. While demographic, geographic, and behavioral segmentation understands individuals as consumers, psychographic segmentation takes it a step further and focuses on who they are as people. What is psychographic segmentation?Psychographic segmentation is a marketing research approach that categorizes consumers into groups based on psychological factors influencing their buying behavior, personality, values, beliefs, lifestyle, attitudes, interests, activities, and social class. Simply put, using psychographic segmentation, you can learn not only who your buyers are but how they think and what drives their lives. Why is psychographic segmentation importantPsychographically segmenting your audience, when combined with demographic and other data, allows you to know more about your audience and helps marketers:
Psychographic segmentation examplesLet’s look at some ads created by companies that mastered psychographic segmentation and successfully implemented it in their campaigns. For example, this Wild Clean ad resonates with consumers based on value—like using environmentally-friendly products to save the earth. Meal delivery service is another good example of a psychographic-targeted ad. Such businesses should market first to those who enjoy spending time with their families since a meal delivery service will free up time. They also may target those who value their health, exercise regularly, have dietary restrictions, etc. Daily Harvest is another example of psychographic segmentation that does a great job targeting several interest segments, all of whom would likely enjoy their meal delivery service. They promote time efficiency in the description and video and then follow up with more information on healthy, nourishing food in the video. Take a look at this ASPCA ad that speaks directly to socially conscious people willing to help everyone around while not seeking benefits for themselves: This Intercom ad is a perfect psychographic segmentation example directed at top-middle-class members who may be interested in growing their business: This Carnival ad speaks to several psychographic segments – people from middle to upper-top social classes as they are the only ones who could afford a cruise. It would be careless to show it to someone in either of the lower classes because there is little chance they would even consider spending their little money on a lavish vacation. Business giants have greatly mastered psychographic segmentation art. For instance, Nike addresses their messaging to customers passionate about sports at all levels, whether they are professional athletes or just people who love to go to the gym or train outdoors in fashionable sportswear. Psychographic segmentation variablesSeveral psychographic targeting variables highly correlate with a customer’s buying behavior – personality, values, lifestyle, hobbies and interests, and social class. Each of them is broken down into subcategories. Let’s take a closer look at the five psychographic segmentation variables. 1. PersonalityPersonality is the first factor to define one’s buying preferences. Psychographic segmentation, by this criteria, considers people’s beliefs, morals, motivations, and overall outlook on life to create a buyer’s profile. This segment may have various subgroups. Here’s how one company suggests to divide customers by personality type:
Your company’s data might warrant creating different personality subcategories to define individual customers and implement psychographic segmentation into your advertising strategy. Either way, the point of segmenting consumers into these categories is to determine which subcategories are most likely to see value in your product or service. 2. LifestyleLifestyle is the most specific insight into what someone truly values or how they spend their time and money. It comprises daily habits, like morning coffee routine, living with pets, etc. For a clear picture of this, you must analyze three dimensions of their life—activities, interests, and opinions—commonly referred to as “AIO Variables.” Activities and interests are a large psychographic segmentation group, so we’ll discuss them separately. A person’s opinion determines whether they consider particular products useful and important. People often have strong views on religious, political, environmental, and cultural topics, which can significantly impact the products and services they buy and how they respond to your advertising messaging. 3. Hobbies and interestsInterests and hobbies are important characteristics of an individual, revealing what they like and dislike doing, what excites them, their passions in life, and, therefore, what they are willing to spend on. Sports, music, books, arts, community events, media preferences, entertainment, etc. – everyone’s interests and hobbies vary, and knowing this can bolster your marketing efforts. When researching a prospect’s interests, start broad, then narrow your focus as you begin to understand more about them. Activities are also significant for psychographic segmentation. They cover what a person enjoys doing (and will spend money on), how often they engage in those activities, and the purchases they make based on them. For example, someone interested in playing soccer needs to purchase a soccer ball. However, depending on how much they plan to play, they might buy cleats and shinguards. They might also invest in private lessons or a local league membership if they plan to play frequently or competitively. Two people with the same activity level might also vary in how they make purchases related to the activity. While one person might research which type and quality of cleats to buy, another might consult a peer or a specialist. The amount each person spends on different cleats could also differ. 4. Social classPsychographic segmentation considers social hierarchy when setting targeting because of social classes’ different purchasing power. If you target the wrong group, they won’t be able or willing to purchase from you. This idea can also be applied to account-based marketing. For example, if an enterprise software company wants to reach C-suite executives, they need to segment and target higher authority employees. Here are the most common social classes the population is divided into:
5. ValuesFamily upbringing and cultural background make us who we are and determine our attitude to life. The individual’s attitude to a particular event or product may affect their purchase behavior. For example, people raised in conservatism and economizing will not invest in risky projects, so targeting them for such projects is doomed to failure in conversions. Each prospective customer will have a different attitude toward the product based on their life values and background, and marketers should also consider this as a variable for psychographic segmentation. The above patterns are not the only psychographic factors marketers should consider while working on psychographic segmentation for effective audience engagement. Consumption patterns and customers’ spending habits also make the difference. These refer to how people search for products and services, purchase, and consume them. The habit means that an individual spends the same amount of money within the same framework of conditions (for example, buying souvenirs on vacation, going out for dinner on a payday, or donating on a specific day to a particular organization). Such regular actions may come from our society, family traditions, or media. Many of the described categories and subcategories coexist and overlap with one another. Successful psychographic segmentation provides an ideal customer profile based on the combination of various variables. Let’s see how to make a target audience investigation. Research methods for psychographic segmentationBusinesses require in-depth, quality data about their target audience to conduct psychographic segmentation. Here are some of the most commonly used research methods in psychographic segmentation:
To get the most up-to-date and accurate data, companies often combine several psychographic segmentation methods, as each research approach contributes a unique thread, providing a nuanced profile of your audience. Implementation of psychographic segmentation in marketingThe first step in implementing psychographic segmentation into marketing campaigns is to collect psychographic data using the above-outlined research methods. The next step is to analyze the collected data and categorize customers accordingly. Divide your base into smaller groups with common characteristics. The in-depth segmentation is a key to well-targeted campaigns with higher customer engagement. Once completed with psychographic segmentation, create customer personas representing each segment – it will help you visualize your typical consumer as a real person and better understand their motivations. Personalization is critical in creating personalized product positioning and brand messaging tailored to each customer persona. This means creating unique content and design that will resonate and make a meaningful connection with every particular segment of your audience, motivating them to purchase. Psychographic segmentation data and customer personas help tailor company messaging to every customer group and create unique value propositions for them – what is special about your product and how it helps a specific segment meet their needs. For example, if you appeal to business professionals, you should focus on the product’s efficiencies. And make your messaging sound green and eco-friendly to resonate with the environmentally oriented customer segment. Psychographic segmentation is not something you do once and for all. To ensure effective marketing campaigns, you should constantly check if your data is still relevant and make new research and analysis now and again. Conversion rates and customer engagement metrics will help you see if your segmentation messaging works. Psychographic segmentation vs. behavioral segmentationAs mentioned, a holistic understanding of your customers is paramount for driving successful sales. However, simply knowing who your customers are is not enough – understanding how they behave and why is essential. Though both are valuable, psychographic and behavioral segmentation differ in their approach. Psychographic segmentation groups individuals based on their inner values, attitudes, interests, and lifestyle choices, giving an understanding of what makes them tick and what motivations and reasons they have behind their purchase decisions. On the other hand, behavioral segmentation focuses more on the actions and behavior of the customers. It groups individuals based on their purchasing behavior, product usage, interactions with the brand, and their response to different marketing campaigns. Behavioral segmentation can reveal patterns such as customer loyalty, buying frequency, benefits sought, and readiness to purchase. While psychographic segmentation helps see the ‘why’ behind consumer decisions, behavioral segmentation sheds light on ‘what’ the consumers do. Combining both strategies gives a holistic view of your audience, enabling you to create more effective, personalized marketing campaigns that resonate with your audience’s values and interests and align with their behavior and interaction patterns with your brand. Key takeaways on the role of psychographic segmentation in marketingDigital relationships between prospects/customers and brands can often feel disconnected and inhuman. More than ever, marketing teams need to implement sophisticated techniques like psychographic segmentation in their advertising efforts—because the better you know a person, the more personal value proposition you can offer. Well-conducted psychographic segmentation serves as a base for personalized brand messaging tailored to each segment, which improves customer engagement, attracts more leads, and drives sales with higher revenues. If you’re ready to launch effective personalized marketing and power your campaigns, sign up for a 14-day free trial with Instapage today and streamline your business! from The Marketing Method Blog - Instapage https://ift.tt/FdHLbMU Ads Spy Tool - Spy Your Competitors' Ads, Keywords & Creatives https://ift.tt/hjBIz8i Online Money Making Method - https://ift.tt/9dX3Zc4 ![]() Quick LinksInstagram ads allow businesses to reach their target audience on one of the world’s most popular social media platforms. You can leverage the platform’s laser-focused targeting capabilities to reach your audience with the right offer at the right time with optimized ads to spring prospects into action. But what do you do if Instagram doesn’t approve the ads you’ve spent so much time creating and optimizing? Today, you’ll learn the eight biggest reasons your Instagram ads aren’t approved and how to get the platform to reconsider and launch your ads. Why are my Instagram ads not getting approved?Before your ads appear in your audience’s feed or stories, they go through the approval process. Commonly, it takes 24 hours to get your ad approved or declined. The reasons for this may vary from the ad content to the technicalities of their publishing. With all the opportunities Instagram advertising offers to promote products and services, grow brand awareness, and connect with customers, your Instagram ads mustn’t get rejected—or they only show on a limited basis. Between heightened competition across social media and constant changes in the algorithms, many businesses find their Instagram ads not delivering—either because they were disapproved or because the ads are not optimized for the best campaign results. The good news is your Instagram ads not delivering doesn’t mean the platform is wrong for your business. It could simply mean that you made a small mistake during ad setup that prevents it from showing, or maybe your ad strategy needs some tweaking. Either way, it’s most likely fixable. 8 Reasons your Instagram ads get rejected1. Your Instagram account isn’t set up rightThe most basic explanation for your Instagram ads not showing is that your account isn’t set up as a business account — and you can’t have an ad account without this in place. So, before going any further in this list, ensure you have a business account rather than a personal one. If you still find your Instagram ads not working, it might be because you’re not a page admin on your Meta Page. Keep in mind, Instagram ads are created through the Meta Ads Manager (formerly Facebook Ads Manager). 2. Your ad doesn’t follow guidelinesThere are several reasons why Instagram ads could get disapproved. First, you must adhere to Meta’s advertising policies and guidelines to advertise on either Facebook or Instagram successfully. On top of that, Instagram has its own set of rules for using the platform. If you’re guilty of any of the following, it could get your Instagram ads rejected or, even worse—get you banned from the platform altogether:
3. You’re using the incorrect ad formatInstagram provides a number of ad formats for businesses, and while choosing the wrong one won’t result in getting your IG ads disapproved, it could certainly impact delivery. Photo ads allow you to tell your story through a clean and simple creative canvas with square or landscape photos but might attract less attention than a video ad that includes movement and sound. Video ads provide the same visually immersive quality as photo ads—with the added power of sound and motion—for up to 60 seconds. These will likely be a good fit for your brand if you have a product, feature, or service to demonstrate (how-to videos, explainer videos, recipes, etc.). Carousel ads let users swipe to view additional photos or videos, so you can expand the theme or message of your campaign and add more depth to your offer. This ad type is particularly effective for selling products because you can show the same product from different angles or display a range of different items: Collection ads help tell an integrated story with a product or lifestyle focus through multiple videos, images, or both, all within the same ad. These ads are great for visually inspiring and helping your audience discover, browse, and purchase products: Stories ads complement your IG feed content by reaching 500M+ accounts using Instagram Stories daily, which is an optimal way to reach your crowd. This ad placement uses a fullscreen, vertical format, enabling you to immerse viewers in your content: Explore ads reach Instagram users on the Explore page while they’re conveniently in a discovery mindset, looking to expand their interests beyond the accounts they already follow: 4. You’re not targeting the right audienceTargeting the right audience is another element that won’t get your Instagram ads disapproved but will limit delivery and impact campaign performance. You could create show-stopping ads, but if they aren’t reaching the best audience, they’re likely not producing the results you’d hoped for. That’s why every advertiser should take the time to become familiar with Instagram’s targeting options below (along with their exact target audience) before creating a new ad set:
5. Wrong ad contentWhile including prohibited content could result in your Instagram ad not being approved, promoting boring, salesy, or invaluable content can result in poor delivery and performance. When creating ads, you must ensure they:
Since Instagram is a platform for sharing images, videos, and stories; you must create ads to look like organic Instagram posts with entertaining, amusing, and/or inspirational content, rather than screaming, “This is an ad!” or “Buy this!” See the difference: The first one uses:
Compared to the second one with:
The image of the water isn’t relevant for a vacation offer. If your ads are attention-grabbing and tell a story, they’ll feel natural in the Instagram feed, and your business will reap the benefits through engagement (and ultimately sales). If not, there’s a good chance you won’t see the ad campaign results you wanted. 6. Not checking Instagram InsightsOne of the most common reasons why your Instagram ads aren’t delivering is because you’re not closely monitoring Instagram Insights to track the following:
These analytics help you understand your audience (gender, age, location, etc.) and how your audience is engaging with your ads so you can see what is working and what needs improvement. 7. Your landing page isn’t mobile-optimizedInstagram advertising can only be done on the Instagram app, not on the web platform. Since the app is mobile-only, you must make your ads — and the landing pages they lead to — mobile-friendly. If you find your Instagram ads not showing or performing well, there are typically two common explanations related to the landing page:
You could be harming your conversion rate without a mobile-optimized landing page. Be sure the landing page to which you send your mobile app traffic responds to every size, displays information best suited to the device used, includes only a few form fields, and contains an easy-to-click CTA button. 8. Violation of copyright or intellectual property rightsAn often overlooked pitfall that can lead to the disapproval of your Instagram ads is the infringement of copyright or intellectual property rights. Using a recognizable image or video piece like a trendy meme, iconic photo, or movie scene to draw attention to your goods may be tempting. However, what regular users can get away with a business account cannot, especially when the ad content is involved. Meta takes a firm stance against the unauthorized use of content that doesn’t belong to you. If your ad includes images, videos, or any other material that infringes on someone else’s intellectual property, it’s a fast track to rejection. Avoid the following to ensure there’s no violation of copyright:Unauthorized content use — Always ensure you have the right to use the images, music, or any other content in your ads. Unauthorized use can lead to ad disapproval and pose the risk of legal repercussions. The original, the better — Instagram thrives on original and authentic content. Avoid using copyrighted material without permission, and prioritize creating visuals that represent your brand uniquely. Trademark respect — A trademark or logo signifies the copyright owner or the author of the content. Advertising a product using branded content that belongs to someone else is considered bad taste and promotion to the copyright owners, which does not look like proper brand communication. Plus, Instagram is quick to spot any attempt to leverage someone else’s brand for your gain. What is the ad review process?Before ads on Facebook and Instagram show up, they must pass a review process according to Meta Advertising Policy Principles. During the ad review process, the following components are checked:
Although some ads may take longer, most are reviewed within 24 hours. If your ad doesn’t get approved, its status will change to “Rejected” in the Ads Manager: This could be because of the following reasons. How to appeal a disapproved Instagram adWhen dealing with IG ads not being approved, there are two main approaches you can take:
Now, what happens behind the scenes? Instagram employs a thorough ad review process to ensure that every ad aligns with its community standards, guidelines, and policies. This evaluation is about maintaining a high-quality user experience and safeguarding the platform’s integrity. What does the review process entail?Policy compliance: The first checkpoint involves an examination to ensure your ad complies with both Meta’s advertising policies and Instagram’s specific guidelines. The policy compliance check covers a spectrum of criteria, from content appropriateness to adherence to community standards. Visual and textual analysis: Instagram scrutinizes your ad’s visual and textual elements. The reviewers check for overly promotional language, the quality and relevance of images or videos, and the overall tone to ensure it resonates with the platform’s aesthetic and guidelines. Targeting assessment: The platform evaluates your chosen audience targeting to verify that it aligns with Instagram’s criteria. This ensures your ad reaches the right demographic without breaching privacy or ethical standards. How long does a typical review process last?The duration of the review process can vary, and Instagram doesn’t provide specific timelines. In most cases, the review process takes anywhere from a few hours to a couple of days. Some marketers report waiting for the resolution over two days, while generally, it is done within 24 hours. The volume of pending appeals in the queue, the complexity of your ad content, and the platform’s current workload can influence the review timeline. Some tips for a smooth Instagram ad review processPlan ahead. If your ad is time-sensitive, plan your campaign well in advance to accommodate the review process. Don’t cut it too close to your desired launch time. Learn the rules. Before creating your ad, get familiar with Instagram’s advertising policies and guidelines to address potential pitfalls. Ensure content quality on your end. Ensure your ad meets high-quality visual and content standards to expedite the review process. Make sure your Instagram ads are approved and deliveringDon’t let a rejected Instagram ad keep you from benefiting from all the platform has to offer businesses. Determine what you did wrong (or what you could do better if your ad is underperforming), fix the issue, and move on. Remember, a great ad campaign is about creating an engaging landing page, which means personalizing it to each unique audience segment. Learn how to create personalized, Instagram-approved landing pages at scale with an Instapage 14-day free trial today. FAQMy Instagram is restricted for ads. Does it ever get unrestricted? It has been restricted for quite some time now. Are Instagram ads manually approved? Instagram ad approved but not running. What should I do? You should also monitor for any notifications or emails from Instagram explaining the issue. If the problem persists, consider editing your ad or appealing the decision through the provided channels for further review. from The Marketing Method Blog - Instapage https://ift.tt/QqOgLNF Ads Spy Tool - Spy Your Competitors' Ads, Keywords & Creatives https://ift.tt/hjBIz8i Online Money Making Method - https://ift.tt/9dX3Zc4 ![]() Demand-side platforms (DSP) and supply-side platforms (SSP) make the process of publishing an ad efficient and near-instantaneous. Gone are the days when ad buying and selling included manual insertion orders, sit-down meetings, and contracts. So, what is a DSP, and how does it work? Let’s dive in. What is a DSP?Demand-side platforms are used by advertisers to buy mobile, search, and video ads from a marketplace on which publishers list advertising inventory. With DSP advertising, it’s simpler to manage accounts across real-time bidding networks – like Google Ads and Facebook Ads Manager – instead of logging into each one individually. What is the difference between DSP and SSP?Supply-side platforms, or SSPs, serve a different purpose than demand-side platforms but both play an important role in the programmatic advertising space. An SSP allows publishers to include their inventory to ad exchanges, and they communicate with DSPs about the details of an impression. In other words, DSPs don’t own or purchase media directly from publishers, but instead communicate with an SSP through the ad exchange. Together, DSPs and SSPs enhance the digital advertising landscape and make the process of bidding on ads and managing ad inventories easier than ever before. DSP marketing is a modern example of how automation is being used to streamline processes and boost productivity. The world of digital display advertising moves quickly and marketers need to be able to make snap decisions and adjustments in order to optimize performance of their ads. Programmatic advertising using DSPs and SSPs makes it easy to adjust campaigns in real time by automatically increasing budget for well-performing ads, pulling campaigns that are not performing well, or scaling for mobile optimization. What are the main components of a demand side platform?There are several capabilities and components that can be found in a DSP, including:
Top demand-side platform (DSP) examplesLet’s explore five different demand-side platform examples: 1. Amazon DSPBest for: Amazon-owned sites and brands that want to advertise on Amazon This is one of the better-known DSPs. Anyone can use Amazon DSP, whether they sell their products on Amazon or not. The Amazon DSP site says that self-service and managed-service options are available. Self-service customers are in full control of their campaigns. The managed-service option is designed for companies that want access to Amazon DSP inventory with consultative service or for those with limited programmatic advertising experience. The managed-service option typically requires a minimum spend of $50,000 USD (minimum may vary per country). 2. Google Display & Video 360Best for: Small business and enterprise Perhaps the biggest advantage of Google DV360 is that Google is a trusted brand. DV360 is an end-to-end campaign management tool that delivers robust insights, helps advertisers optimize campaigns, and integrates with other solutions that allow you to connect data and workflows across products. 3. StackAdaptBest for: Advertising agencies looking to grow their business StackAdapt markets itself as an open, flexible DSP designed to help advertisers and agencies plan, execute, and analyze campaigns for their clients. Machine learning and AI are at the core of their technology, which means campaigns are optimized for performance. They also offer comprehensive customer success guidance so that agencies feel supported along the way. 4. EquativBest for: Both advertisers and publishers who want to connect Equativ operates as a marketplace for customers, with both DSP and SSP products. They have spent two decades building ad servers and working directly with advertisers, publishers, broadcasters, and rights owners to fully understand the whole scope of modern programmatic advertising. They offer an advertising marketplace, monetization solutions for publishers, and business scaling services. 5. JamppBest for: Mobile companies who want to grow their business Jampp is tailor-made for mobile companies like gamers, anyone promoting in-app activations, those targeting ecommerce shoppers, and more. Jampp uses contextual and behavioral signals to forecast in-app conversions. They build and rotate creatives to exceed goals and provide deep insights via their campaign performance dashboards. Why do you need a demand-side platform?Using a DSP has advantages and disadvantages—and each platform is a little different. It’s important to understand your options before investing in this type of software. Pros of using a DSP
Cons of using a DSP
The basics of programmatic advertisingLet’s say a marketing manager visits your demo landing page. She didn’t request a demo, but she’s expressed interest in your product by visiting your page. This makes her more valuable to you than somebody who’s never visited your website or interacted with your brand. In that case, your DSP will likely bid higher for her impression. Whether you win the bid will depend on how valuable this impression is to other businesses. Maybe this same person abandoned her cart on an ecommerce website. If that’s the case, the ecommerce website may bid more to serve an ad that gets her to the checkout page. It all depends on the budget of the bidder and the value of the impression. This process is facilitated automatically by the SSP, DSP, and the ad exchange between advertisers and publishers. Get the most out of your tech stackFor some businesses, a demand-side platform can increase efficiency and their broader reach to prospects across multiple ad exchanges, including more premium digital ad inventory. For advertisers or media buyers who don’t have a large advertising budget, the cost and complexity of a DSP may outweigh the benefits. In this case, using a small number of individual platforms, such as Google and Facebook, will likely be sufficient. No matter how you manage your digital advertising, getting the most out of your ad spend requires connecting all of your ads to relevant, optimized landing pages. Find out how easy it can be to create landing pages for all your advertising campaigns and audiences by signing up for the Instapage 14-day trial today. from The Marketing Method Blog - Instapage https://ift.tt/AlF57Se Ads Spy Tool - Spy Your Competitors' Ads, Keywords & Creatives https://ift.tt/hjBIz8i Online Money Making Method - https://ift.tt/9dX3Zc4 ![]() Quick LinksBy understanding and improving your Google Ads Quality Score, you can optimize your ads for better performance, get higher click-through rates, and increase ROAS. While mastering the nuances of the metric can be challenging, the rewards are worth it. Today’s post will explain everything you need to know about the Google Ads Quality Score, what it is, how to calculate it, and how to ensure your score is high. What is a Google Ads Quality Score?Google Ads Quality Score is a critical metric in your Google Ads campaign that significantly impacts your ad performance and cost. The score estimates the effectiveness of your ads, keywords, and landing pages. The higher the Quality Score, the more relevant your ad and landing page are to the user, leading to lower prices and better ad placements. Caring about your ad campaigns’ Quality Score is essential as it directly influences your ads’ effectiveness and your return on investment ROAS. Google calculates Quality Score as a sum of the following factors:
You may come across a formula for calculating Quality Score: Quality Score = (CTR * Relevance * Landing Page Experience) / Expected Impact This formula emphasizes the importance of creating relevant, high-grade ads and landing pages with a good user experience. It’s important to remember that the Quality Score calculation is a proprietary algorithm used by Google. The formula considers multiple factors and their respective weights. When evaluating your campaigns, Google weighs CTR, ad relevance, and landing page experience score differently. Expected click-through rate and landing page experience contribute more to Quality Score than ad relevance: The benefits of improving your Google Ads Quality ScoreA high Google Ads Quality Score gives your ad campaigns a competitive edge so you can deliver more compelling ad experiences to potential customers and enjoy a host of other benefits.
Factors affecting Google Ads Quality ScoreThe Google Ads Quality Score is a pivotal metric for advertisers, providing insights into the effectiveness of their ad campaigns. A combination of factors influences it, each contributing to your digital advertising efforts’ overall performance and success. Relevance of ad text to the keywordThe relevance of your ad text to the keyword is a critical factor in determining your Quality Score. For instance, if your ad text aligns closely with the keyword, it signals to Google that your ad will likely be relevant to users searching for that keyword. This, in turn, can boost your Quality Score. It’s essential to ensure that your ad copy communicates the value proposition of your product or service clearly while incorporating the target keyword naturally and effectively. Quality and relevance of the landing pageA user-friendly and informative landing page directly related to your ad can significantly enhance your Google Ads Quality Score. Ad-to-page relevance ensures a direct correlation between your ad’s content and the landing page it leads to. This personalization improves user experience, click-through, and conversion rates, contributing positively to your Google Ads Quality Score. For example, if your ad promises to teach you how to craft a backlink strategy for your business needs. In that case, your landing page should deliver on that promise by providing a clear and straightforward way for users to access a course teaching them how to do that. Historical click-through rate (CTR) of the keyword and the matched adHistorical click-through rate (CTR) is another crucial factor that affects your Quality Score on Google Ads. If your keyword and matched ad have historically garnered a high CTR, Google interprets this as an indication that your ad will likely be clicked in the future, positively impacting your score. To improve your CTR, consider employing tactics such as using compelling call-to-action phrases, optimizing your ad copy, and targeting your ads more precisely. Relevance of the keyword to the ad groupFinally, the keyword’s relevance to the ad group also impacts your Quality Score. When your keyword is highly relevant to the other keywords in your ad group, it signals to Google that your ad will likely be beneficial and relevant to users, thereby boosting your Quality Score. Consider grouping related keywords and creating separate ad groups for different product categories or services to enhance keyword relevance. Find more about keywords, ad groups, and campaigns for impression sharing in Ad here. By comprehending and optimizing these variables, you can greatly enhance your score, resulting in more impactful ad campaigns and improved return on ad spend. Now that we’ve examined the factors influencing Google Ads Quality Score, let’s shift our focus to another crucial aspect: the various types of Quality Score. In the upcoming discussion, we will delve deeper into this subject to gain a more profound understanding. Types of Quality ScoreUnderstanding the different types of Google Ads Quality Score can provide valuable insights into your ad performance and guide you in optimizing your Google Ads campaigns. Each type offers a unique perspective on how various elements of your campaign are performing. Account-Level Quality ScoreThis is an aggregate measure of the overall health of your Google Ads account. It considers the historical performance of all ads, keywords, and landing pages associated with your account. A high Account-Level Quality Score indicates that your account, as a whole, is providing value to users and meeting Google’s high standards. Ad Group Quality ScoreAn Ad Group Quality Score is an average indicator based on all the keywords within a specific ad group. It provides insights into how well your keywords and ads perform within a particular ad group. A low quality score might indicate that your keywords and ads are irrelevant to each other or your target audience. Keyword-Level Quality ScoreThe Keyword-Level Quality Score is the most familiar type. It is a rating between 1 and 10 assigned to each keyword in your account based on its relevance to your ads and landing pages and expected CTR. A high Keyword Quality Score signifies that your keyword will likely trigger ads relevant to users’ search queries. Ad-Level Quality ScoreAn Ad-Level Quality Score measures the significance and efficiency of your individual ads. It is determined by factors such as the relevance of your ad text to the keyword, the expected CTR of the ad, and the user experience on your landing page. Improving your Ad-Level Quality Score can improve ad rankings and lower costs. Landing Page Quality ScoreThe Landing Page Quality Score assesses the relevance and efficiency of your landing page. It considers factors such as the originality of content, transparency about your business, and ease of navigation. A high Landing Page Quality Score indicates that your page provides a good user experience and is relevant to your ads and keywords. Display Network Quality ScoreThe Display Network Quality Score is specific to Google’s Display Network ads. It evaluates the relevance and effectiveness of your ads and landing pages in relation to the themes of websites on the Display Network where your ads might appear. A high Display Network Quality Score can improve your ad placement and visibility on the Display Network. Gaining a comprehensive understanding of the various Quality Scores can greatly assist in pinpointing areas for enhancement, optimizing campaigns, and ultimately elevating your overall score. Now that we have a firm grasp on the diverse types of Quality Scores and their impact on Google Ads performance, let’s redirect our attention toward exploring effective strategies and best practices to enhance these scores. Tips to improve Google Ads Quality ScoreEnhancing your Google Ads Quality Score can significantly improve your ad performance, increase your return on ad spend, and ensure you are reaching your target audience effectively. Here are some strategies you can employ to boost your Quality Score:
Enhancing Google Ads Quality ScoreMastering and optimizing your Google Ads Quality Score is crucial for successful advertising campaigns. The Quality Score depends on factors like ad text relevance, landing page quality, and historical click-through rate. Each type of Quality Score offers unique insights into ad performance and optimization opportunities. To elevate your Quality Score, refine landing pages, conduct regular keyword research, fine-tune ad groups, and test ad variations. Consider using Instapage to streamline these efforts and facilitate more effective, targeted ad campaigns. With Instapage, optimize landing pages based on data-backed insights, conduct in-app A/B testing, and gain insights from on-page behavior analytics. Focusing on these areas can enhance your Google Ads Quality Score, resulting in more effective ad campaigns and better utilization of your advertising budget. Improve your landing page experience and sign up for an Instapage 14-day free trial today. FAQsWe understand that the Google Ads Quality Score can be a complex topic. Here are answers to some common questions to help you navigate this critical metric. 1. What is a good Quality Score on Google Ads?A good Quality Score on Google Ads typically falls between 7 and 10. This range indicates that your keywords, ads, and landing pages are relevant and valuable to the people who see your ads. However, it’s important to remember that this metric is relative to each campaign and market competition. 2. Where do I check my Quality Score on Google Ads?You can check your Quality Score on Google Ads by logging into your Google Ads account and navigating to the Keywords tab. From there, hover over any keyword’s “Status” column to view details. 3. How do I get the best Quality Score on Google Ads?To achieve the best Quality Score on Google Ads, focus on improving the relevance and effectiveness of your keywords, ads, and landing pages. Regularly conduct keyword research, optimize your landing pages for a better user experience, and A/B test ad variations. 4. How long does it take to build your Quality Score Google Ads?The time it takes to develop your Quality Score on Google Ads varies depending on several factors, including the changes you’ve made to improve it and how often users can see your ads. It can take anywhere from a few days to a couple of weeks for Google to gather enough data to update your Quality Score. 5. CTRs are high, but the Quality Score is low on Google Ads. Why is this happening?While a high click-through rate (CTR) is a positive signal, it’s just one component of your Quality Score. If your CTRs are high, but your Quality Score is low, it could be due to issues with the relevance of your ad text, keywords, or landing page. It’s essential to ensure all these elements align with each other and with what your audience is searching for. from The Marketing Method Blog - Instapage https://ift.tt/pcvwzQm Ads Spy Tool - Spy Your Competitors' Ads, Keywords & Creatives https://ift.tt/hjBIz8i Online Money Making Method - https://ift.tt/9dX3Zc4 ![]() Color psychology is more than a trend, when used correctly, it’s a powerful marketing tool that helps you increase user engagement and conversions. Thoughtful color choices also play a pivotal role in helping customers distinguish your brand from competitors. Psychological effects of color also have an impact on moods and feelings both positively and negatively—and influence user attitudes toward brands. According to research, 90% of customers make product decisions based on color alone, proving that it is crucial for marketers to understand the psychology of color in marketing and use it to their advantage. Today’s post will help you understand what color psychology is, why different colors have varying impacts on people, how to use it to get prospects to engage and convert on your landing pages, and examples of brands using the right colors to their advantage. What is color psychology?Color psychology is the study of how different colors affect our moods, choices, and behavior. It might sound pretty straightforward at first glance, but there’s more to it than you might think. There’s a whole world behind why certain hues make us decide one thing over another. So, if you’ve ever wondered why you feel a certain way when you walk into a room painted yellow or why you’re more likely to hit the buy on a red sale button, dive into the world of color psychology with us. Exploring the psychological effects of colorSir Isaac Newton took us from using colors based on gut feeling to understanding them scientifically. He figured out that white light is a blend of various colors. How? By splitting light with a prism, he showed us that each color has its unique wavelength. This discovery started the scientific journey into the psychology of color. It highlighted that every hue isn’t just a pretty shade. Each one has its own unique identity and meaning. Understanding color theoryNewton’s work with the prism was the groundwork for what we now call the color wheel. The circle maps out the spectrum of colors, showing us how different hues connect and play off each other. What is a color wheel?A color wheel is a circular diagram that displays the arrangement of colors, typically organized by their chromatic relationship, making it a visual tool for understanding color theory and combinations. It exists in two primary forms:
These are primary hues. They are unique and cannot be created by blending other colors. As we delve deeper into the color wheel’s mysteries, we find that when these primary colors are combined, they give rise to secondary hues such as orange (red & yellow), green (blue & yellow), and purple (red & blue). Furthermore, tertiary hues emerge from the fusion of a primary and an adjacent secondary color. Color harmony in action: What is a color combination?Our brain naturally rejects information that is too dull or overwhelming, highlighting the need for a balanced visual approach. Excess visual elements can result in chaos, while a lack of them can lead to disinterest. This principle also applies to color psychology. Understanding how colors combine and work together makes it easier to achieve color harmony:
Finally, the individual character of a color in a design depends on its hue (the pure color), saturation (the intensity or purity of the color), and luminance (the brightness or darkness of the color). A highly saturated bright red may create a sense of urgency, while a less saturated, darker red might convey elegance and subtlety. Adjusting these elements allows designers to fine-tune their work’s emotional and visual impact and create compelling, emotionally resonant designs that effectively convey their intended message and aesthetic. How color palette impacts consumer behaviorDid you know that our DNA might determine how we see colors? This idea gets some backing from a study called “Color Compatibility From Large Datasets,” suggesting that most people prefer warm, bright colors and cyan hues and dislike monochromatic schemes. But there’s a twist. Our individual backgrounds and cultural contexts greatly influence how we perceive colors. Aspects like gender, where we’re from, the climate we’re used to, and even our language shape our different color preferences. Take red, for example. In North America and Europe, it’s the color of passion and strong emotions (love or anger). Meanwhile, in Asian countries, particularly in China, red stands for prosperity, luck, and honor, and it’s the chosen color for wedding dresses, symbolizing fertility and a lasting union. Understanding color-related cultural differences is critical in retail and e-commerce. Tapping into color psychology is the key to influencing customer behavior and amplifying the shopping experience. In retail and e-commerce, the clever use of color can:
What are the psychological effects of specific colors?The use of color in marketing and branding isn’t a random choice—it’s a strategic decision based on the knowledge of how colors impact human behavior. That’s why advertisers use the color white to convey the idea of healthiness and sterility while promoting medical products and services. Similarly, eco products often come in green packaging, as green is associated with nature and health. While there is no rule of thumb for selecting colors in marketing strategies, and many beliefs about color psychology don’t have strong evidence to back them up, people associate certain hues with specific qualities. Understanding color associations is crucial in how consumers perceive brands and products. Let’s review the primary colors and meanings we usually assign them:
How to choose the right colors for your brandVisual branding is essential for making your company stand out. Remember when KFC launched that funny campaign in 2019? They poked fun at all the chicken shops in the UK that were copying their style. It was a great way to show the importance of having your unique look and colors. So, if you’re considering picking colors for your brand, here’s what you must remember.
Understanding your audience’s perception of your brand colors is a crucial marketing strategy. Take Pepsi as a prime example: after listening to customer feedback, they underwent their most significant logo revamp in 15 years, reverting to older designs and colors that resonated more with their customers. This move highlights the importance of tuning into customer preferences and its impact on brand appeal.
While general color preferences evolve, it’s vital to maintain a unique brand identity. Each era had its trend, from the cool pastels symbolizing prosperity in the 1950s to the bright pastels of early 2000s techno-optimism. However, the trick is to stay updated with trends, like the latest Pantone releases, without losing your brand’s unique voice in a sea of similar aesthetics.
Consistent use of brand colors across all platforms is crucial for establishing a solid brand identity. Consistency not only bolsters brand recognition but also helps companies build trust. Despite most organizations having branding guidelines, only a quarter enforce them consistently. Interestingly, organizations with consistent branding have seen an average revenue increase of 23%.
Researching your competitors’ brand colors is crucial before finalizing your own. This color research helps you understand industry trends and avoid colors heavily associated with competitors. Distinctive color choices ensure your brand stands out and is not mistaken for another.
Trademark laws can protect brand colors, making it vital to avoid shades too similar to those used by competition. Consulting an intellectual property attorney is essential to ensure your brand’s color palette doesn’t infringe on the rights of others, safeguarding your brand’s unique identity.
Testing your brand colors across various platforms ensures consistency and visual appeal in different contexts. Please don’t overlook the importance of A/B testing techniques to evaluate their effectiveness across multiple platforms. This method involves comparing two versions of a color scheme to see which performs better in terms of engagement and brand recognition. This method ensures consistency and visual appeal and guides you in making data-driven decisions, potentially leading your brand to stand out in a crowded market. How to design your page with color psychology?Harnessing the power of color psychology isn’t just about knowing the facts—it’s about applying them in ways that make an impact. When it comes to your landing page, the right color choices can significantly tip the scales in favor of better engagement and higher conversions. Let’s go over some general strategies for selecting and applying colors that can transform your landing page from good to great:
Examples of landing pages using color psychology the right wayNow that we know what color psychology is and what impact it has on marketing, let’s explore a few standout examples where the intelligent use of color on landing pages truly shines: KlarnaHow they use color psychology: The purple-pink gradient creates a vibrant, dynamic background. Purple often signifies creativity, luxury, and wisdom, while pink is associated with playfulness and warmth. The gradient blend suggests innovation and a modern approach, inviting a sense of inclusivity and friendliness. This color combination exudes trustworthiness and calmness due to the use of cooler shades, which can positively influence a visitor’s decision to engage with the brand. The text stands out on the darker purple background, ensuring readability and focus. The black button adds a sense of sophistication and simplicity, making the CTA bold and straightforward. The white CTA contrasts less with the background, suggesting it is a secondary option. Blue ApronHow they use color psychology: The landing page uses a light blue background that sets a calm and trustworthy tone, aligning with the brand’s message of quality and reliability. Text colors in dark blue or black against the light background enhance readability and add a touch of cleanliness and simplicity to the design. Moreover, the vivid imagery of the food set against the blue backdrop draws the eye and encourages users to explore the meal plans further. The CTA button in navy blue offers a subtle yet effective contrast, maintaining the page’s professional look while ensuring the CTA stands out. PetcubeHow they use color psychology: The landing page presents a welcoming and energetic atmosphere through its color choices. The pastel beige and cream background conveys warmth and simplicity, setting a calm stage for the more lively elements. The pops of orange bring in a sense of playfulness and energy, which is well-suited for a brand centered around pets and their dynamic nature. The images of the pets provide a burst of life and color, drawing the visitor’s eye and creating an emotional connection. The pet images come together with the orange CTA, which draws attention and resonates with the vibrant energy pet owners often appreciate. NotionHow they use color psychology: The landing page presents a minimalist design with a clean, white background paired with black text and monochromatic illustrations. This contrast creates a modern and professional look, suggesting clarity and efficiency, which could resonate with users looking for a productivity tool. Using black text and black-and-white illustrations against the white space highlights the platform’s ease of use and organized nature. The color choice for the CTA button is likely selected to evoke feelings of trust and calm, inviting users to try the service without feeling pressured. Understanding color psychology in web design is about honing your aesthetic instincts and drawing inspiration from expertly designed landing pages. Check out these additional examples of landing page trends if you want inspiration or need a better sense of what works best. Use the best colors on your landing pages to make the most conversion impactRemember that the colors on your landing page—from headers to CTA buttons—are silent ambassadors of your brand message. They can quietly influence decisions and stir emotions in ways words alone cannot. Want to discover more insights into the secrets of a highly convertible landing page or need a head-start creating one? With Instapage, you can launch campaigns faster with professionally designed landing page layouts built to increase conversions for many industry-based use cases. Sign up for a free 14-day trial with Instapage. from The Marketing Method Blog - Instapage https://ift.tt/FrLgnq0 Ads Spy Tool - Spy Your Competitors' Ads, Keywords & Creatives https://ift.tt/KarDpXF Online Money Making Method - https://ift.tt/YN1vXlh ![]() Display advertising has come a long way since October 27, 1994, when the first banner ad promoting AT&T appeared on HotWired: Here’s what a typical display ad looks like today: However, it’s not just the appearance of display ads that has changed—the frequency with which users see display advertising has exponentially increased over the years. A recent experiment by The Drum suggests that an average user living in the US sees around 93 display ads per day. That’s overwhelming, to say the least, and probably the reason why, according to recent data, 530 million people use Adblock software on their mobile devices, and 290 million people use Adblock software on their desktop browsers. These numbers have seen a significant increase since 2011 Some reasons why users opt to use Adblock software include the threat of malware, interruption, slow website loading time, too many ads on too many web pages, and tracking by unknown parties. Does this mean there’s no point in creating display advertising campaigns because even if your ad gets through to users, they’ll likely have banner blindness and won’t react to it? Well, quite the contrary. When you create display ads that target the right audience with the right message, you can significantly increase brand awareness and your ROAS. So, what exactly is display advertising, and how do you create ads that work? Let’s find out. What is display advertising?Display advertising is a type of online advertising that features text, images, animation, videos, and other creative elements to promote a product or service. Placed on third-party websites, social media platforms, or within various apps, display ads urge consumers to click through to a landing page and take action (subscribe to a newsletter, make a purchase, etc.) Display ad costs differ, but what makes them cost-effective is how flexible they are. Unlike traditional ads, where you can’t tweak visuals, calls to action (CTAs), or messages once the campaign starts running, display advertising is dynamic, meaning advertisers can adjust things on the go. This flexibility helps brands optimize their campaigns and get the most out of their budget. Digital advertising market shareResearch suggests that the global display advertising market will reach 292.7 billion U.S. dollars by 2026. Several factors are driving the display ad market growth, including:
Why marketers prefer display advertising over search adsMarketers lean towards choosing display advertising over search ads for various reasons, and the decision largely depends on the objectives of a marketing campaign. Here are some reasons why you, as a marketer, might prioritize display advertising:Marketers lean towards choosing display advertising over search ads for various reasons, and the decision largely depends on the objectives of a marketing campaign. Here are some reasons why you, as a marketer, might prioritize display advertising:
It’s important to note that the choice between display and search ads often depends on the specific campaign objectives, target audience, and the nature of the products or services promoted. Many successful digital marketing strategies combine display and search advertising to maximize reach and effectiveness. Why is display advertising important?Imagine this: someone has just learned about your products or services. Now, think of a strategically placed display ad as a friendly reminder nudging them to consider making a purchase. In fact, display ads are capable of so much more than that:
By taking advantage of the diverse targeting options in display advertising, you increase the chances of reaching people eager to purchase with a higher likelihood of turning those prospects into customers and boosting conversion rates. Programmatic display advertisingProgrammatic display advertising, also known as “programmatic marketing” or “programmatic media buying,” is the method of purchasing ad space through software and leveraging intricate algorithms for targeted ad delivery. Now, let’s clarify the difference between programmatic and display ads. In simple terms, “programmatic” refers to the way you buy ads, while “display” refers to the format of how ads look. The key difference lies in the purchasing process and the ability to buy ads across various platforms. Display ads are often associated with placing ads within a specific ad network, like the Google Display Network. Programmatic advertising takes it up a notch, as it operates across multiple platforms, including supply-side platforms (SSPs) and demand-side platforms (DSPs), allowing advertisers to buy ad inventory across an open network of platforms. With programmatic display ads, marketers have control over critical aspects such as audience targeting, bidding strategy, budget, creative content, and ad placements. It’s like navigating the advertising waves precisely, ensuring your message reaches the right audience in a suitable format across diverse platforms. Types of display adsYou can advertise the following types of display ads:
Banner ads are the most common type of display ads that appear at the top, bottom, or sides of a webpage. They are static images designed to grab attention and encourage clicks.
Interstitial ads show up as web pages before you go to the webpage or app you wanted to access in the first place. In the example below, you can see how it looks before you open a webpage on a desktop and mobile:
These ads incorporate video, audio, animations, and fillable or clickable elements, such as lead forms, to serve the purpose of lead generation. There are three main types of rich media ads:
Native advertising refers to a form of advertising that attempts to match the surrounding content on a website to make the message more easily consumable by the users of that website. Native ads appear in-feed and are non-disruptive, like suggested posts on Facebook or promoted posts on Twitter.
Video ads use moving images and sound to convey a message. They can roll before, during, or after online video content, within social media feeds, or on websites. Video ads are effective for conveying stories and capturing attention.
Social media ads appear on social media platforms like Facebook, Instagram, Linkedin, Twitter, and Pinterest. They can take various forms, including image ads, carousel ads, slideshow ads, and video ads. As a part of social media advertising strategy, this type of advertising offers extensive targeting capabilities, allowing you to reach potential customers based on their geographic, demographic, psychographic, and behavioral characteristics/traits.
Search engine advertising is a type of advertising that appears at the top or bottom of search engine results pages. Search ads are typically text-based and triggered by specific keywords. You can bid on keywords to have your ads displayed when users search for relevant terms.
These banners are part of affiliate marketing programs where businesses pay affiliates a commission for driving traffic or sales through the affiliate’s marketing efforts. Affiliate marketing banners often contain unique tracking links to monitor conversions.
Why you should include display ads in your marketing campaignsAs mentioned earlier, display ads offer a quicker return on ad spend (ROAS) as they appear on publisher websites immediately after a campaign launch. This is in contrast to SEO, where establishing authority is necessary before appearing in search results. Running both short-term and long-term ad campaigns enables your business to optimize conversions over an extended period. Once your marketing materials are part of an ad network, targeting and reach become seamless. Take the Google Display Network, for instance—it has the capacity to display your ads on numerous websites visited by your target audience, especially if you carefully selected the right keywords during the campaign launch. Moreover, display advertising networks offer tools for precise monitoring, refining, and scaling of your campaigns. Using advertising platforms, marketers can identify which assets generate the most impressions, clicks, and conversions—valuable insights that may enhance other marketing efforts as well. What’s the difference between display ads and banner ads?Display advertising is an umbrella term representing the big family of digital ads that comes in all shapes and sizes, including banner ads, video ads, pop-up ads, and many more. Banner ads are rectangular ads you often see at the top, bottom, or sides of a webpage. Today, we usually refer to these as leaderboard ads. Sometimes, people use the terms “banner ads” and “display ads” interchangeably when discussing display marketing. This could be because, back in the day, display ads were often banners at the top of a website. To sum up, all banner ads are display ads, but not every display ad is a banner ad. Why are display ads essential for remarketing?Remarketing or retargeting allows you to keep your brand in front of your potential customers after they have left your website without performing an action—persuading them to reconsider your offer when they need it. Remarketing involves showing ads to prospects based on their behavior on your web pages to guide them through your marketing funnel. The process is enabled by cookie-based pixels that track your prospects’ internet browsing behavior after they abandon your website. Remarketing display ads help call back lost visitors by showing them relevant ads to products/services they showed interest in while on your webpage. The buyer journey is no longer linear. In fact, it looks like this: Remarketing display ads help you highlight your value proposition for your target audiences who have steered away from your website—persuading them to revisit your offer when they believe they need it. There are two types of remarketing campaigns:
Your remarketing display ad campaigns should have the following two goals depending on where the user is in their buying cycle/journey:
Whether you choose to run awareness campaigns or conversion campaigns, the key to creating remarketing display ads that work lies with audience segmentation. Segment your audience based on the following:
Depending on your advertising platform, your remarketing display ads can have multiple formats. However, the components of an optimized remarketing ad essentially remain the same. Optimized remarketing display adsOptimizing remarketing display ads involves creating ads that have the following components:
This remarketing display ad has a persuasive discount offer and a call to action: If you want your target audience to continue the journey with your brand beyond the remarketing ad click, always connect your ads to relevant landing pages. How you optimize the landing page for your display ads and what components all post-display ad click landing pages must have is what we’ll discuss in the next section. Why connecting display ads to relevant landing pages is importantOptimizing your display ads with the right components gets you an ad click. The prospect of reaching your target audience by clicking your ads is exciting, it’s true. However, the customer journey doesn’t end with the ad click; it is just the beginning. To ensure that users still want to avail of your offer after clicking the ad, you must connect all your display ads with relevant landing pages. What is a landing page? A landing page is exactly what its name suggests—it’s the experience that occurs immediately after a user clicks an ad. You can optimize the landing page by connecting all your ads to landing pages that have the following two attributes: 1. Message match Message match refers to the process of matching the content of an ad to the content of a landing page to make the user aware that they have landed on a relevant page. When you create an ad and landing page that maintains a message match, you reassure the user that the page they’ve come to is the one the ad CTA button promised to bring them to. The display ad and epam landing page maintain a message match. The ad copy talks about future-forward IT services, and the landing page follows through with the same message: In addition to message match, maintaining a conversion ratio of 1:1 is also very important for an optimized landing page. 1:1 conversion ratio Conversion ratio refers to the number of places to click on a webpage compared to the number of conversion goals presented on the page. A proper landing page is standalone, separated from your main website’s navigation. The purpose of this page is to promote a single offer, so it should always maintain a 1:1 conversion ratio. The only clickable link on an optimized landing page is the CTA button. Suppose your landing page has other off-page navigation links. In that case, you are essentially going against the very definition of a landing page, which minimizes your chances of getting visitors to fulfill the conversion goal. The Active Campaign display ad and landing page maintain message match: Pair all your display ads with relevant, optimized landing pages to convince visitors to continue their journey with your brand beyond the ad click. Display advertising allows you to use images and other rich media types to create ads that have the visual appeal to attract new customers and call back potential customers who have lost their way. When you create optimized display ads and connect them to relevant landing pages, you increase the chances of getting an ad click and a CTA button click. Create optimized landing pages for your display ads today with Instapage. Sign up for the Instapage 14-day free trial and use the industry’s most sophisticated landing page platform with advanced testing and analytics capabilities. from The Marketing Method Blog - Instapage https://ift.tt/QF8b90I Ads Spy Tool - Spy Your Competitors' Ads, Keywords & Creatives https://ift.tt/JSFOa6j Online Money Making Method - https://ift.tt/fxLOWD9 ![]() Every year, we see the same old story unfold—email marketing is dead, B2B cold calling no longer works, and content marketing is ineffective. The truth is, none of these marketing strategies are extinct, and they’re not going anywhere anytime soon. In fact, with the arrival and rapid growth of AI marketing and content generator tools, content marketing has never been a more competitive space. Armed with the right AI content generator tool, you can tighten your content briefs, prep questions for customer interviews, get any content cobwebs out of the way, and, of course, get some help overcoming writer’s block. The chants of “AI content tools replacing human writers” are finally fading out—bringing to light that while AI marketing tools can’t take over for real marketers and writers, they can help them be more efficient with content creation. There are countless AI content generators currently on the market promising to take tedious writing off your plate and make your job more efficient—not all tools have what it takes to become your partner in the strategic content marketing game. This is why we have curated and tested the top 17 AI content generators that help you save time and energy. But first, let’s define what AI content generators are, how they work, and who uses them. What are AI content generators?AI content generators are platforms that use artificial intelligence algorithms to produce written content based on written prompts. The tools leverage natural language processing (NLP) and machine learning techniques to generate content that sounds like it was written by a human for other humans. AI content generators can create a wide range of content, including articles, blog posts, social media content, marketing copy, product descriptions, and more. They are designed to assist content creators, marketers, and businesses in streamlining their content production process, saving time and effort while ensuring the creation of high-quality, engaging, and relevant content. What do marketers use AI content generator tools for?Social Media MarketersAI content creation tools generate a myriad of short-form copy in seconds. Social media marketers can create multiple headlines, take out quotes for graphics, and craft copy for social media posts. AI content generators can also analyze user data and preferences to create personalized content tailored to specific audience segments. Content writers and copywritersWhile there’s a lot of debate about AI-driven content creation tools replacing human content creators, this can’t be farther from the truth. What the tools do is empower content writers and copywriters to save time on ideating and drafting content, analyzing data, and noticing trends in content that are driving the most results. Content creators can leverage the time they save with AI tools to focus on other, more strategic aspects of their job to optimize the overall efficiency of their content production process. Now that we’ve covered how AI content generators work and who uses them, let’s move to the list of AI platforms worth trying . 1. Jasper (Plans starting from $39/month)Unlike other generic AI content generators, Jasper uses a marketer-centric algorithm to create high-performing content and scale up on-brand content. The platform incorporates features like campaign workflows tailored for emails, advertisements, and social media posts. Jasper helps content writers craft content that’s in the correct tone of voice after feeding the AI your content or style guide. With Jasper, marketers can upload information about their business, audience, and content, and the AI analyzes that writing style to mimic your tone of voice. Not only does the tool write on-brand content, but it also helps keep everyone on your team writing similar content because the platform understands just how important it is to keep a consistent message across all channels. You can save hours doing everyday copywriting tasks across your organization to streamline operations, giving your business a high ROAS. 2. ChatGPT (Free, paid version is also available)ChatGPT hardly needs an introduction—whenever anyone talks about AI content, it’sthe first tool that comes to mind. ChatGPT essentially functions as a natural language processing (NLP) chatbot that excels at comprehending and generating human-like conversations and content, including Facebook posts, LinkedIn articles, blog posts, and more. While ChatGPT has proved helpful at creating content, it is still a machine and so is prone to mistakes and, as such, cannot replace the nuances that come naturally to a human mind with original thought. 3. Content Bot (Plans start at $19/month)Content Bot allows marketers and content writers to create customworkflows, run through imports, or use the drag-and-drop AI Writer to write copy. You can try out the platform’s content generators for blog intros, conclusions, blog outlines, expanding on bullet points, and lots more. The platform is made for content writers, copywriters, and SEO specialists to help them create copy that engages audiences and content that informs and has all the right ingredients to help rank in search engines. What makes Content Bot special is its AI Content Flow Builder, which marketers can use to add flows and triggers to their content marketing strategy. 4. Simplified (Free, paid plans start at $12/month)Simplified helps you write long-form content faster using the platform’s Long Form Writer feature. You can create blogs, articles, and even books and use the platform to improve your copy, expand sentences, or even generate entire paragraphs after entering the right prompts. Social media marketers can also use Simplified to generate Instagram captions, LinkedIn posts, Reels, and other video formats with the tool’s AI designer and AI video creator. 5. Outranking.io (Plans start at $29/month)Outranking.io helps content writers create people-first SEO content by combining AI writing with factual research, SEO data, and SERP analysis. What sets Outranking apart from other available AI content generators is that it provides suggestions to improve your SEO content originality. You can also input a search query, location, language, and title, and it will generate an SEO outline that you can then customize. The tool also helps you utilize over 10 of the most important on-page SEO metrics and factors, including NLP terms, internal links, and related keywords. You can also automatically optimize for missing keywords and suggestions that help you follow SEO best practices that help you rank in SERP. Outranking’s strategy is backed by solid data and powered by cutting-edge Google NLP and OpenAI GPT-4 technology. 6. Copy.ai (Free, paid plans start at $36/month)Copy.ai requires minimum human intervention to generate articles, social media descriptions, copy, outlines, and blog ideas. The platform promises content writers can beat the blank page and create high-quality, SEO-friendly blog posts in a fraction of the time it currently takes them. After you have the Copy.ai draft, you can use your expertise to bring the draft home and produce content that can resonate with your target audience. The platform helps you write long-form articles, social media posts and strategies, product descriptions, ad copy, and sales copy. Copy.ai also supports over 25 languages making it useful for content creators building global marketing campaigns. 7. WriteSonic (Free, paid plans start at $19/month)Writesonic is an AI writer that helps you create SEO-friendly content for blogs, Facebook ads, Google ads, and Shopify websites. The platform integrates with Google, so you can rest assured it produces the latest information, delivering accurate and up-to-date content. The platform has built-in keyword optimization and the option to add your list of keywords so your content can rank higher faster. The product feature that sets WriteSonic apart is Botsonic: you can train ChatGPT on your data and build smarter AI chatbots for your website. 8. Rytr (Free, paid plans start at $9/month)Rytr helps you write a wide range of content, from blogs to emails to ad copy. You can use AI to produce catchy, original, and high-converting content in popular tones & languages in just a few seconds. You can pick a use case, feel the algorithm suitable prompts with context, and have everything ready in seconds. What makes Ryter stand out is that it offers:
9. Peppertype (Free trial available)Peppertype is an AI platform built by the content marketplace Pepper Content. The tool helps writers generate copy ideas for social media captions, ads, and SEO meta descriptions. While the platform works best for short-form copy outputs, it can assist with long-form content too. Within the platform, you can find the Content Rewriter, Content Simplifier, and Content Expander templates to help you with your content needs. 10. GrowthBar (7-day free trial)GrowthBar is an AI writing tool that scans hundreds of results in the Google SERP to generate an SEO-optimized outline for your blog and website, including optimized headlines, keywords, internal links, and more. GrowthBar specializes in over 20 languages and features keyword research, competitor research, AI chat, and many other AI tools, including a press release generator, email newsletter generator, and more. Some key features that make GrowthBar stand out are:
11. Describely (Free, paid plans start at $9/month)Marketers can use Describely to generate eCommerce product content faster and more efficiently. It helps you generate short-form content, such as ad copy, product descriptions, and taglines. You can easily create up to 15 content variations with different voices based on your campaign needs. In addition to generating content based on use cases, you can automatically rewrite, enhance, or extend your sentences, which is handy when you have to audit your existing content. Some features that make Describely stand out are:
12. Scalenut (Paid plans start at $39/month)Scalenut is known for being a helpful AI writing assistant for creating long blog posts. Marketers can use it throughout content production, from keyword planning and topic research to writing a draft. Start by entering keywords related to the content you want to write in the Topic Cluster tool. You can then move on to the Create Brief feature to edit the blog post outline by changing the headings or adding FAQ sections. Marketers who rush to generate long blog posts in minutes can feed the platform a list of headlines to discuss, and the AI content generator will then automatically write the content. A word of caution: the tool’s output often contains glaring spelling errors, odd phrasing, and unnecessarily lofty language. 13. Content at Scale (Paid plans)Content at Scale claims to be the world’s most human-like AI writer. The AI platform helps SEO marketers create high-quality, engaging content quickly and efficiently. The platform can help you write research-backed, long-form blog posts of 2,500+ words in a few minutes. It works by crawling top-ranking content on Google and combining it into a fully optimized post. Of course, you must edit the content a little to make it reflect your brand’s tone and voice. Content at Scale’s innovative AIO model saves marketers 10-25X the time and cost of human-only content creation. It also offers marketers a WordPress plugin that syncs directly with your website so that you can publish fully formatted content, embedded links, and much more. Some key features that make Content at Scale stand out are:
14. LongShot AI (Paid plans start at $19/month)LongShot AI claims to automatically create and fact-check content for marketers and content writers. The tool can generate various content types, including blog posts, sales emails, and meta descriptions. To start writing with the platform, simply choose the content type you wish to create and start feeding it relevant prompts. LongShot’s primary downside is its complicated pricing and credit system. Each paid plan comes with limited credits, consumed when producing content or using features like the fact-checker. Navigating the system can be confusing because you must balance your monthly word count and feature usage. Some key features that make Long Shot stand out are:
15. ShortlyAI (Paid plans start at $65/month)ShortlyAI helps you write full-length articles with only a few sentences or brief descriptions. You only need to give the tool the article outline and click “Write for me” to get a brand new article or blog post. You can also add old blog posts and articles and give specific prompts to rewrite, shorten, or expand sentences. ShortlyAI doesn’t have a lot of fancy features, so it is much easier to use. However, it only generates articles and offers no additional research or marketing features. It is also pricier and doesn’t include a free trial. Some key features that make ShortlyAI stand out are:
16. Kafkai (Paid plans start at $1/month)Kafkai offers content writers blog post templates for 30+ topic niches, including health, automotive, education, business, and finance. To write a blog post, users must pick a template, enter their prompt, select the language and number of article variations, and Kafkai starts writing for them. However, because of the limited features and content variations, the platform is only suitable for content writers. 17. Instapage (14-day free trial available)Instapage’s AI Content Generator tool instantly generates content for each audience and ad group with AI-made headlines, paragraphs, and CTAs. Marketers can access AI creation directly in the Instapage builder without interrupting their workflow. The AI Content feature allows customers to automatically create variations on provided copy snippets and visualize how those variations appear on the page. The Content Generator takes into account the use case, industry, and audience when creating copy variations. You can create headlines, paragraphs, and button copy with the AI Content Generator, which means your landing page creation process is sorted. This feature is valuable for marketers who want to quickly scale page creation or create new content for A/B tests. One of the powerful applications of AI in landing page design is the ability to create personalized content for different segments of your audience. Knowing your audience allows you to craft custom messaging that speaks to their values, goals, and pain points. When using Instapage’s AI Content Generator, include information about your audience in the Audience field. Just a few words can help sharpen the system’s recommendations , taking you one step closer to the perfect turn of phrase. With the AI feature, you get to experience the future and benefits of landing page personalization. The platform makes it easier than ever to build, test, and optimize your pages with the power of artificial intelligence. Choose the right AI content generator tool for your needsAI content generator tools help you produce more content in less time, making them powerful tools to help you achieve your marketing goals. Still, it’s important to stay mindful of their limitations and use them to complement your marketing expertise. With the right balance of human ingenuity and AI-powered optimizations, you can create all types of content that engage audiences and drive results. Need help with landing page personalization? Sign up for an Instapage 14-day trial and start leveraging AI today. from The Marketing Method Blog - Instapage https://ift.tt/xdJykHP Ads Spy Tool - Spy Your Competitors' Ads, Keywords & Creatives https://ift.tt/5xPNFoe Online Money Making Method - https://ift.tt/OvPRK4j ![]() Access to robust business ecosystem and industry-leading product portfolio to deliver tremendous value to Instapage customers, employees and partners For over a decade, Instapage has helped digital marketers run more efficient campaigns with conversion-optimized landing pages. Today, we have an exciting announcement about the future of Instapage. We are thrilled to announce that Instapage has been acquired by airSlate, a leading provider of business productivity and automation solutions. Through this acquisition, Instapage joins a family of cutting-edge automation and efficiency products with over 100 million users around the world, including airSlate, pdfFiller, signNow, USLegal and DocHub. In this blog post, we’d like to share what this acquisition means for our business, and provide a glimpse at the exciting opportunities that this acquisition brings. What is airSlate?airSlate is a leading provider of easy-to-use, no-code, end-to-end automation solutions that empower individuals and teams to digitize business interactions. For over 15 years, airSlate has built industry-leading document automation solutions used and loved by millions of people. airSlate has a successful track record of acquiring multiple software brands including SignNow, USLegal, and DocHub, which have all emerged as leading players in their product categories. Why are we joining airSlate?Instapage is a perfect fit for the airSlate family of brands. This transition allows us to provide more value to customers than ever before by leveraging airSlate’s proven growth processes and industry-leading automation capabilities. By combining trusted Instapage products with proven airSlate processes, we can build the next generation of marketing automation technology. We’ll continue to create industry-defining products that can help you achieve more value from your digital campaigns. What will change going forward?Our commitment to our customers remains at the center of our ethos. We will continue to work tirelessly to help marketers achieve the best possible results from your pages and campaigns. Our customers have always been our biggest champions, and there’s nothing more important to us than our customers’ success. Instapage will continue operations as a business unit under the airSlate umbrella. Our Instapage platform and services will continue as usual. Your Sales, Customer Services, and Support contacts within Instapage will remain the same, so please reach out if you have any questions. We intend to grow our product development team to continue to deliver innovative features and products that can help our customers achieve digital marketing success. You can expect to see exciting new improvements to the Instapage platform, including new game-changing products for digital marketers. The thesis driving the forward looking strategy of this merger has been best summed up by Instapage GM, Saranya Babu, who says “Instapage’s alignment with airSlate’s mission, centered on intuitive and cost-effective automation of critical business and marketing operations, will bring tremendous value to our customers across industries. As more and more businesses optimize their marketing technology stacks to streamline and automate their workflows, the combination of Instapage’s product expertise and airSlate’s robust ecosystem will accelerate and expand the support for customers seeking to simplify key business processes through automation.” An update to our Privacy PolicyWe have updated our Privacy Notice to reflect these changes to our business as a new airSlate company. Please see our updated Privacy Notice to learn more about how we will collect, use, retain, and disclose personal information. If you have any questions about this announcement, please reach out to [email protected]. We’re so excited to continue helping our customers get the most from their digital campaigns. Thank you for being a part of the Instapage community, now and in the future. from The Marketing Method Blog - Instapage https://ift.tt/SVdQUyF Ads Spy Tool - Spy Your Competitors' Ads, Keywords & Creatives https://ift.tt/eDW2szk Online Money Making Method - https://ift.tt/6a9BdGQ |