Beginner’s Guide to Creating Quality Content Using SEO Practices in 2019

What did you last type into Google? Chances are whatever the question, it recommended a blog or article on the topic.

In 2019, search engines like Google care about solving the intent of the searcher. This means that the viewer’s attention must be grabbed, the information was helpful, and the article had steps in place to engage with the company.

Do you want to learn about how to write a quality blog post that helps your relevancy on search engines?

Here’s a beginner’s guide to everything SEO to optimize your next blog post.

Creating Effective Content

Your goal as a writer is to keep people on the website.

Content that is overly complicated or boring will cause readers to abandon your page. The experience that your audience has is an important one.

You aren’t the only one writing a blog today. Countless blogs are posted every day, so how do you grab people’s attention?

Well, it all starts with creating meaning content that educates or inspires your readers. How do you do that?

The first thing to do when creating compelling content, is to find a compelling topic to write about.

Choosing A Topic

The best thing to write about are things that both relate to your services and educational topics. Simply put, people find blogs by searching for questions they have. So, answer them!

The easiest way to identify this is to think like your audience and ask the following:

  • What do they want to know about?
  • What will they identify with?

This isn’t to say you should never write about your own business when it makes sense. Your company just won an award or was featured in a major new article? Perfect opportunities to write about what your company can do for the masses!

But for most blog posts, it’s best to focus on the industry’s questions. This is largely due to the fact that the people you are hoping to reach don’t know about you yet! If you only talk about your business or yourself, people won’t be able to find you by searching.

Are you stuck for ideas or have writers block? Consider talking to other people in the company in different departments or that have unique perspectives. They could be a gateway to ideas!

Here are some questions to ask regarding potential leads to topics:

  • What are frequent questions from customers?
  • What does our audience need help with?
  • What do people wish they knew regarding our industry?
  • What are others in our industry talking about?

It may be beneficial to start with a very broad topic. As you research and write, you’ll likely find subtopics that could be expanded on. Try to approach the broad topic in different ways to create different avenues for expansion.

Keyword Research

Keywords are the words or phrases that are commonly typed into the search engine. They are the main words people are looking for information on.

What are the words that your industry uses all the time? If you run a company that repairs air conditioners, your keywords could be “air conditioner repair.”

The concept of keywords is not to completely overwhelm your content with a keyword every sentence. It actually negatively impacts your search engine optimization because it’s considered stuffing.

Think about incorporating them naturally in the headlines and body, as if they were a conversation.

Language allows us to say the same thing differently. Maybe your keyword can be said a different way. Instead of repeating “air conditioner repair”, use a synonym. This can also help search engines to pick up on different nomenclatures because not everyone searches for the same thing the same way.

Develop a Long-tail Keyword and Title

Long-tail keywords are very specifically targeted keywords.

They typically are 3 or more words and contain a head term combined with more generic search terms. The head term should relate to what you want your company to be known for and what topics you want to provide knowledge on.

A good practice is to develop and focus on a single long-tail keyword.

Why are Long-tail Keywords Useful for Titles?

Often times the title is the opener for a question to be answered. Those who search for long-tail keywords will be the most likely candidate to read your post in its entirety and pursue your company further. They are the ones who will click down the conversion funnel.

Make a Working Title from a Long-tail Keyword

Everyone reads the title before committing to the rest of the blog. That means you have to make sure people are interested enough to continue by catching the viewer’s attention.

A working title is something you base the direction of your post off of. For example, using the broad topic of “video advertisements”, the working title could be “How to Optimize Your Video Advertisements in 2019”. We took the very general idea that could have been pretty much anything and made it specific.

Once you finish the post, go back to your title and rework it to align better with the end result. Your title should help people as well as search engines to decipher what the post will contain specifically. Readers will identify what they can get out of spending their time viewing your post.

Shorten Your URL Slug

A post slug is typically a viewer friendly URL name of a post or page.

They ensure clarity of the topic. For example, website.com/blog/our-first-blog.

Your slug doesn’t have to be the title of your blog. When slugs are overly long or complicated can be confusing and not memorable for users to find later.

It is also useful to have a consistent slug if the title changes. For example, if you intend on trying to better optimize your title to gain traffic, you don’t have to then also change the slug.

Best practice is to exclude years or numbers in general, this way you don’t have to change it if you update the page.

It’s important to keep the URL slug as short as possible without losing key information.

Optimize Image Alt-texts

It’s crucial to incorporate images throughout your blog to provide a visual interest.

Search engines can’t see images like we do, so you can’t optimize for actual images. What you can optimize is the alt text or name.

An alt name is information regarding what the image is about. From a search engine perspective, the best descriptions will better the results.

It’s an easy thing to forget but can ultimately help if you include them. Consider creating an alt text for your images based on your long-tail keyword or working title.

Additionally, including these will help with accessibility for impaired users and allow you to increase your reach.

Create an Interesting Meta Description

What’s the next thing users see after they read the title? The meta description.

The meta description is the brief synopsis of your article found right below the title. It is used by both viewers and search engines to provide information regarding what you intend to talk about.

Meta descriptions don’t directly affect your SEO; however, they are useful for including keywords. Searched information is often bolded if your article uses the keywords or the meta description does.

They should not mislead people into clicking on something they weren’t looking for. It’s good practice to use words that indicate what you want viewers to gain from reading further. This could be words like:

  • Get
  • Use
  • See
  • Learn

If you’re ever stuck on what to write to think of it as a headline. How would you get the attention of the viewer?

Including Strategic Blog Links

With more traffic, you’ll be able to develop better relationships with your viewers. You want users to feel that they can trust you.

So how can you create that trust with an informational blog? By being credible.

Including links to your sources throughout the blog will showcase that you have researched the topic and know what you’re talking about.

Now, including a link for every paragraph is not what you want to do. It’s best to sprinkle your sources only where it makes sense.

Likely at this point, you’ve got a few topics in mind for what you could write about, so plan accordingly! You can incorporate hyperlinks, Call to Actions (CTAs), to other blog posts of yours on related topics.

Have you already explained a topic that you mention? Link to it! This is good practice because if someone finds your content useful, they could find your services right within the blog.

Don’t Just Use Text

Plain text that all looks the same is frankly just boring.

By offering other types of media like images or videos will greatly increase the amount of time people spend on your article.

Including videos, especially near the top of your article, increases your chance of being on the front page of Google by 53 times. Why? Because people that take the time to watch your video, increase your bounce rate.

In the eyes of search engines, if people just view your page and then leave, it didn’t really help them. When people click to watch a video embedded on your blog, Google sees that as people finding valuable resources on your site. And it is more likely to recommend the article to people.

Most people would rather watch a video than read text, and giving people the option, puts value in your content.

If you’re just starting out on your blog or if you’re just looking to better your blog writing, this is an excellent map to creating quality content.

Make the most of every post on your site by incorporating these tips!

The Ultimate Beginner’s Guide to Google Ads

Google is quite possibly the most powerful online advertising platform out there.

You can run ads to generate more leads and revenue. You can sell more products online. And you can bring more traffic to your website.

Best of all, Google Ads are relatively simple to execute.

Why Google Ads?

Google is the most popular search engine in the world, receiving 3.5 billion search queries a day and an estimated 700% return on investment.  It’s used by people everywhere to ask questions from “How many ounces of flour equates to one cup?” to “What is the best outfit for a first date?” These questions are answered with a combination of paid advertisements and organic results.

Ok, so advertising on Google makes the most sense from an ROI standpoint – based on the massive amount of daily users – but what are the tangible benefits to advertising on Google?

Google Ads are:

  • Scalable
    • If you create a Google Ads campaign that is converting at a profitable rate, there is no reason to cap spend on that campaign. Just hop back into your Google Ads account and bump up your PPC budget. Your leads and profits rise accordingly!
  • Measurable
    • With detailed conversion tracking, Google Ads PPC is one of the most measurable of online channels.
    • Google Ads is more transparent, providing tons of PPC metrics.
    • Quickly determine if your campaigns are sucking or returning ROI.
  • Flexible
    • Google Ads provides tons of options so you can customize your campaigns.
    • Hyper-target the audiences you most want to reach.

In addition, specific keyword match types for example, only show your ad to people who search for an exact keyword you specify, like “Vegas hotels” – filtering out traffic on general terms related to Las Vegas or hotels.

Google Ads Best Practices

Google Ads typically perform quite well without in-depth optimization. However, in order to get the biggest bang for your buck, it’s important to do your research.

What are your competitors doing successfully? How could you implement optimizations into your campaigns to maximize performance?

  1. Use ad extensions to display product images, a phone number, a mega-pack of links to your site, and your physical location.
  2. Narrow your audience by location, time of day to be targeted, language, browser or device type.
  3. Access an enormous network of non-search users on properties like Gmail and YouTube.

1. Using Google Ad Extensions

Ad extensions are additional bits of information about your business that can be added to your Google text ads. These extensions can automatically pull info from your Google My Business profile or be populated manually. Both types of Google Ad extensions can have value: automatic extensions are convenient, while manual extensions offer powerful customization.

Currently, you can enrich your text ads with 10 types of extensions:

  • Sitelink Extensions: additional links you can add to your search ad to allow searchers to view all your various offerings up front
  • Location Extensions: show the address of your business as well as hours of operation directly in your search ad; this is a fundamental action to ensure more traffic to your storefront location; must connect a ‘Google My Business’ account to Google Ads to enable location extensions
  • Affiliate Location Extensions: these help potential customers find the best, and nearest, retail stores that sell your product; most useful for large brands that are sold nationwide
  • Structured Snippet Extensions: these provide advertisers with three additional header lines of text to include meaningful business information
  • Call Extensions: allows the business telephone number to be shown on the ad; on mobile devices, users can use this extension to directly dial your business
  • Message Extensions: shown on mobile devices, and allows the searcher to contact you via text message; message extensions cannot be tracked for conversions
  • App Extensions: this extension allows you to add a mobile app download button next to your ad; a customizable call to action can be included beneath your ad
  • Callout Extensions: like Sitelink Extensions, but without clickable links; allows the advertiser to provide additional information and relevance regarding your ad; can help improve the click-through rate and the conversion rate
  • Price Extensions: allows the advertiser to display products and/or services alongside their prices directly in the ad; price extensions only appear if Google ranks your ad as #1
  • Promotion Extensions: allows the advertiser to include coupons, sales and other deals in their ad; you can schedule promotion extensions within Google Ads for custom holidays and promotions that are exclusive to your business

However, extensions don’t always appear when your ad is shown. It depends on:

  • Your ad’s position and Adrank; and
  • Whether Google predicts the extension will help or hinder your ad’s performance.

2. Narrowing Your Google Ads Audience

Google lets you narrow your ad’s audience to better reach those who are most likely to be within your target demographic. You can define your audience based on specific demographics, locations and devices – including the ability to exclude users who are outside your niche.

3. Leveraging Google’s Non-Search Network

The Google Ads platform gives you the option to display your ads across numerous non-search networks affiliated with Google. This feature is what earns Google Ads its status as the most versatile international advertising platform.

Google’s extended network includes channels such as:

  • YouTube TrueView For Action: videos ads that include a direct call-to-action. You only pay when the user elects to view your video. Targeting specific keywords and utilizing call-to-action buttons can greatly reduce your cost-per-click.
  • Smart Shopping: this new campaign type uses automation to optimize bidding for maximum ROI. It’s extremely efficient for advertisers with small budgets.
  • Display Remarketing: these are image ads shown on Google’s partner sites to users who have visited your site in the past. Remarketing is a great campaign to move the user to conversion.
  • Gmail Ads: text ads that appear in users’ promotions inbox in Gmail. If the user clicks, they are brought to a display ad, which will direct the user straight to your landing page.

Types of Google Ad Campaigns

Google gives you plenty of ad campaigns to choose from. The campaign you select will determine where people will be able to see your ads – so your choice should be based on your specific advertising goals.

Some of the most commonly used campaign types are:

  • Search Network Campaign: ads appear in Google Search results (and on other Google sites) when users search for relevant keywords. Your ads are displayed to people who are looking for information related to the content of your ad. The goal of a search network campaign is to generate a specific user action: sales, leads, phone calls or clicks to your website.
  • Display Network Campaign: display ads appear to users while they’re browsing online, watching YouTube videos, checking Gmail or using their mobile device and apps. These campaigns can help promote your brand, generate product awareness, or increase sales and leads.
  • Shopping Campaign: these ads use Merchant Center product data to show users an image of your product, along with the price and the name of your store. They help to promote what you’re selling, drive traffic to your store (online or offline) and find you more qualified leads.
  • Video Campaign: display video ads by themselves or along with other streaming content on YouTube and across the Google Display Network.
  • App Campaign: app ads appear across Google’s mobile platforms such as mobile Search, Google Play, the YouTube App and the Display Network. These ads can be used to encourage users to install your app or make in-app actions.

Google Ads Terminology

Marketing terminology can be daunting. We’ve provided a comprehensive breakdown of some of the most popular Google Ads terms to help you navigate.

AdRank

Your AdRank determines your ad placement. The higher the value, the better you’ll rank, thus a higher chance of getting clicks. Ad Rank is determined by your maximum bid multiplied by your Quality Score.

Bidding

The higher your bid, the better your placement. Your three bidding options are CPC, CPM, or CPE.

Cost-per-click (CPC)

The amount you pay for each click on your ad.

Cost-per-mile (CPM)

The amount you pay for one thousand ad impressions when your ad is shown to a thousand people.

Cost-per-engagement (CPE)

The amount you pay when someone takes a specific action with your ad. You chose this engagement action when you create your campaign.

Campaign Type

The format of your ads and where your ads will appear.

  • Search ads: text ads that are displayed among search results on a Google results page.
  • Display ads: typically image-based and are shown on web pages within the Google Display Network.
  • Video ads: between six and 15 seconds and appear on YouTube.

Click-Through Rate (CTR)

The number of people who click through to your website from your ads.

Conversion Rate (CVR)

A measure of form submissions versus the number of total visits to your landing page. The higher your CVR, the greater the proportion of visitors that turn into leads.

Pay-per-click (PPC)

A type of advertising where the advertiser pays per click on an ad. PPC is not specific to Google Ads but is a very important metric to track when running your campaign.

Quality Score (QS)

A  number determined by Google that rates the quality and relevance of your ads and keywords. Higher quality ads and keywords perform better with your audience. New keywords automatically start out with a Quality Score of 6. Per WordStream:

  • A good Quality Score for branded keywords is between 8 and 10.
  • A good Quality Score for high-intent commercial keywords is 7 to 9.
  • 7 is a good Quality Score for low-intent keywords.

Get Started With Google Ads

Advertising on Google is an effective way to support a Lead Generation strategy. If you’re looking for guidance or agency experience in the Google Ads realm, contact us today!

Facebook’s New Advertisement Engagement Tools are Great for Small Businesses

As a small business, it can be challenging to get noticed in the sea of other businesses. How can you make yourself heard and seen by your target audience?

Facebook announced during Small Business Week 2019 three new key features for small businesses to gain traction.

Facebook has always been a great platform to advertise businesses because of the 2.4 billion active monthly users. And now it’s even easier to use.

Here are the brand-new features for small business to take off with!

Automated Advertisements

Instead of just making a regular ad, now you can automatically create multiple versions of an ad. Up to six different ads can run across Facebook, Instagram, Messenger and Audience Network.

How does it work?

Well, this new tool provides users with some questions regarding their business and the overall objective and goal of the ad. It uses this information and creates useful suggests for Call to Action (CTA) buttons, keyword text suggestions and other creative details specific to your company’s Facebook Page.

Automated ads will save people time and effort to change the advertisements for each platform.

Embedded Appointment Bookings

Across all Facebook owned platforms, you can now embed appointment booking software.

This feature allows for customers to automatically book your services without you personally having to talk to them!

It is completely customizable for your business’ services. You can display your availability and manage any and all appointments directly. This could even go hand-in-hand with the Facebook Messenger Bots. The bots can handle the bookings too!

It’s a free service already built into Facebook. This could be an excellent option for those who haven’t already invested in a third-party appointment booking service.

Video Editing Tool

Video is the biggest drivers of engagement by far for Facebook advertisements. These posts actually get about 59% more engagement than other types of posts.

Is it time to roll of the DSLR cameras and sound board? What if you don’t have these things?

Small businesses might not have the budget for a whole production team to shoot and edit advertisements. And that’s okay, Facebook now has you covered!

The new video editing tools released by Facebook now gives the opportunity to crop, trim and add overlays to videos. For each ad, it automatically crops and trims to the correct lengths for different platforms.

While the features don’t replace the flexibility of editing software, such as Adobe Premiere, it allows for small edits to be made quickly. Some text or logo overlay may just be all you need.

The Future of Facebook for Small Businesses

So why should we care about this new update from Facebook?

Facebook is really pushing for accessibility to the resources they offer. In 2019 alone, Facebook plans to run over 200 training events.

Their goal is to train as many small entrepreneurs’ digital skills needed for the business world today. There will be online and offline events hosted to educate the masses.

Combined with Facebook’s other tools, such as the Pixel, businesses with smaller audiences can get a farther reach. An example would be using the Custom Audience tool for retargeting viewers who have watched your videos. You can provide different ads to those who watched more than 50% of the video. It allows for a better conversion rate at a lower cost.

Facebook hopes that this update, as well as the additional Blueprint courses, will help those who lack the technological resources and the budgets to get off their feet.

Use Your LinkedIn Profile to its Full Potential by Incorporating SEO Practices

LinkedIn is a powerful search engine that can drive targeted, high volume to your profile. But most people neglect to utilize its full potential and gain better conversions for your profile.

When you think of LinkedIn, you probably assume it is just a social media platform for your resume. But it’s more than that.

How can you optimize your profile to be more SEO-friendly and gain better traffic on LinkedIn?

LinkedIn Optimization

LinkedIn’s optimization allows connections to be built with those who are at the top of your industry. Your ideal clients are attracted to your profile and potentially send messages regarding your services.

By implementing SEO practices, like keywords and copywriting, you could generate more leads and build your brand.

How would this work?

Well, like any site, marketing is dependent on not only traffic but optimizing that traffic to create the best possible conversions. It’s important to make the most of each person that visits your profile.

Building Up Your Profile

Here are several practices in order to bring your LinkedIn profile up to the best it could possibly be.

1. The Look

Most people would say not to judge a book by its cover. But on LinkedIn you have limited space on your profile, so why not make the most of it?

Knowing your target audience, will help you tailor the profile’s aesthetics to them. If it is a very corporate job, you should wear professional attire in your profile photo. If you want to seem more casual, then don’t “suit up”. It’s all up to the audience and what they expect of you.

Take advantage of all the aspects you can expand on your brand’s look, be that the profile photo or the cover photo.

Your profile photo should have:

  • High quality image
  • Close up of your face (good practice is approximately 60% of the canvas)
  • Plain and simple background
  • Appropriate attire for your business

Your cover photo should have:

  • Unique imagery that attracts attention
  • A tagline that relates to what you do or who you do work for
  • Call to Actions (CTAs) with your contact information

Since about 65% of people are visual learners, making the visual aspects of your profile
optimized will help give a good first impression. It will also allow people to have a quick
cue to get in touch and get to know you.

2. Finding Keywords

What users type into Google are likely not the same as what they type in LinkedIn. Therefore, you need to tailor your keyword research to how people search on LinkedIn.

Here are some questions to consider when researching your keywords on LinkedIn:

  • What do you want to be known for?
  • Do these terms get good traffic but with low competition?
  • Do these terms fall into your target audience?

Based on these answers, take the shortest and broadest terms associated with you.
Good practice would be to consider the different results based on the degree filter of
your connections.

3. The Content

There are tons of opportunities to incorporate copywrite conversions within the content of your profile. Similar to your profile photos, keep in mind the target audience when writing.

Headline

Your headline should be a combination of copy and LinkedIn keywords. Users quickly understand what you do and more importantly, what you can for them.

Be clear. Don’t include catchy slogans or plays on words as it may leave the viewer confused as to what you do.

Fill the entire space. You have 120 characters for your headline so why not use them!

The main takeaway for your headline should be to appeal to people who are looking for specific qualities that you provide. Include keywords, but don’t make them the focus. For example, “Driving Digital Business Success with Best-In-Class Technology Partnerships.”

Summary

Your summary is the place where you have the most space, a whole 100 words!

This is where users hope to learn more about you, what services you provide and anything else about your industry.

What you shouldn’t do is to just endlessly list everything you’ve ever accomplished. No one needs to know you won the 3 rd grade spelling bee. Make the information relevant.

Think of this section as the About Page on your website. What would people want to know about what you can do for them?

Experience

You may be wondering how you could make the experience section of your profile SEO optimized. While it may be tempting to make this exactly like you resume, there are tons of SEO opportunities here!

Take those keywords and incorporate them within the skills you have. Mention things like how you increased the traffic of a site by a major percentage, or how you developed an uptick in conversions.

Step away from the boring bullet points of everything you did. Try writing naturally and conversationally. Those who seek your services may not know all the complex terms the industry uses. Instead of “CTR” or “KPI”, use the layman’s terms.

Use your experience section to compel your viewers in trusting you are the right fit for what they are looking for.

4. Connections and Recommendations

LinkedIn prioritizes the degree (1st , 2nd , and 3rd ) of connections based on what is searched.

When you connect with people, you are connected to their network as well as your own. This means you should try and keep your connections within your industry for best results. If they search for one of your keywords, you’re more likely to popup with them.

Simple connections are easy to accomplish. Creating meaningful and memorable connections is more difficult. We recommend starting a conversation.

Conversations make people feel important and valued. When composing a message, don’t ever pitch in the first message. It is an extreme turn-off for most people and often feels spammy.

Let the conversation naturally flow. They will almost always bring up what they are looking for from you, rather than you are presenting what you can do for them. Leads will find you and they are more likely to turn into a conversion.

When you work with people sometimes, they will provide you with a recommendation.

A recommendation is akin to a review of your services. They prove that you have the skills! It shows you know what you’re doing, and the results other people can expect of you. Naturally, keywords will be important here.

The goal of your profile is to create leads. Overall, by adapting your LinkedIn profile to a more SEO optimized profile, you’ll get more meaningful traffic. Not only that, but according to LinkedIn, companies who complete their profiles get 30% more views.

If you’re not making the most of your profile, why not start now?

New Customer Acquisition vs Retention: Best Practices

Customers are the most important part of your business. It’s a fact. The ultimate goal of any growing business is to attract and nurture a loyal relationship with its customers. 

But customer acquisition and customer retention often compete for attention from your marketing budget.  

When faced with the reality that acquiring a new customer can cost five times as much as retaining an existing oneyou may be tempted to throw all of your resources to attracting new business.  

The reality is that it’s important to dedicate as many resources to retain existing customers as it is selling to new ones. Both are essential and require separate strategies. 

Increasing customer retention by just 5% can increase profits from 25% to 95%. In addition, the success rate of selling to a customer that you already have is 60-70%, versus 5-20% for new customers. There is great value in keeping the right customers.  

Businesses need to craft a game plan that effectively attracts and retains customers with tactics that can be measured and altered as needed to achieve success in both areas. Here, we look at best practices for marketing strategies that identify and manage new customers differently than returning customers. 

Attract Customers and Maintain Contact

Attracting a new customer takes time and patience.  

Consumers have more options than ever – not only in terms of where and when they shop, but also how. It only makes sense that retailers have to work harder and smarter to gain customer loyalty. 

To realize the benefits downstream, retailers will need to move the battle to the top of the sales funnelHere lies the “awareness” and “interest” phase of the purchase experience.  

Strengthening the top of the funnel also means giving attention to the middle and bottom of the funnel so those initial prospects move forward to conversion.  

This is why it is so important to optimize all your digital assets – your website, landing pages, content, SEO, and social media campaigns – to work together as an effective marketing funnel. Talk to us about your business marketing strategies.  

When someone moves into the middle of your sales funnel, that means you’ve captured their interest. This is where you want to show why your product is the perfect fit or solution tyour customers needs.  

How well you satisfy your customer’s needs will affect the likelihood that they will return. Returning customers will spend more often and will refer their friends and family. 

Know Your Customer

Is a customer someone who has purchased an item from your company within the last six months, or at any point in time? What about a repeat purchaser from several years ago? 

Say two customers bought from you yesterday. Today one searches for items from your company using a generic search (i.e. sports cars)the othera branded search (i.e. Ferrari sports cars). Are they both considered your customers? Or should the one using a generic search have to be “re-acquired”? 

You would also want to consider transaction data  at what point in time is it unlikely that your customer will return? Will they still return after a year has passed? 

Understand Your Customer’s Purchase Path

Searches typically fall into the realm of new customer acquisitionsituated towards the top of the funnel and comes at higher cost.  

However, this cost is justified when you understand that you can further nurture your customers to purchase using other channels such as email and direct marketing. 

A customers journey can be complex, so it is advisable to have a multi-channel strategyFor example, a customer may discover a new product on Instagram, view that product again via display ad retargetingand later research that product on Amazon – only to finally purchase it after receiving a promotional email. 

Create Ad Campaigns for Acquisition and Retention

After defining who your customer is, divide your ad campaigns based on new or returning customers. For example, your ad campaign could target these 3 sets of audiences: 

  1. Completely new visitors to your site. 
  2. Those that have visited your site in the past 3 months but have not purchased. 
  3. Lastly, this group has purchased from you within the last 3 months and would be returning customers. 

Set Unique Return Goals for Each Group

With your audiences set, it’s time to determine a unique, specific return goal for each.  

Generally, you should be willing to invest more (to a less efficient return) to attract new customers. However, since you have already invested in the returning customer, you should set a more efficient return goal in that case. 

Segment Further to Align with Your Customer’s Journey

Once you’ve obtained enough data to analyze, you may be able to segment each ad campaign further. You may be able to target each audience by device, or branded vs. non-branded search terms 

Watch for KPIs of Success

Watch your key performance indicators to see if you are hitting your return goals. Are new customers in line with your new customer profile? Are you gaining new customers while maintaining the same level of profit? 

Your growth in search will naturally level off if you aren’t consistently refreshing your ad campaigns. It’s smart to develop a habit of making tweaks every 3 months or so, depending on your data results. 

If you would like to learn more about how to improve your customer acquisition and retention, contact us today.