Industry Buzz

How to Set Up YouTube TrueView Video Discovery Ads

Social Media Examiner -

Want more people to see your videos in YouTube search? Wonder how YouTube advertising can show your videos alongside related content? In this article, you’ll learn how to promote your videos with YouTube TrueView discovery ads. Why Run a YouTube TrueView Discovery Ad Campaign? YouTube TrueView discovery ads appear in the places where users discover content […] The post How to Set Up YouTube TrueView Video Discovery Ads appeared first on Social Media Marketing | Social Media Examiner.

LinkedIn by the Sea: How We’re Putting the Power of the Community to the Test

LinkedIn Official Blog -

Community. What does it really mean? We come across the word every single day, scrawled on the back of a cereal box, written on the posh paper from our building society, logging into our social media or grabbing a takeaway coffee. Suddenly everyone and everything seems to be part of a community. Even the hit TV show ‘Community’ probably has its own community. Yet the more we use it, the less we seem to know what it means. But why does that matter? Who cares if we’re a bit liberal with our use... .

How to Identify Your Ideal Customer

The Blog -

When it comes to starting a business, or building an e-commerce website, there are some things you must know in order to be successful — like who your ideal customer is. Why is that so important? Well, your business, as great as it is, isn’t for everybody. Some folks will love what you offer and turn into repeat customers, some can appreciate what you offer but won’t commit to a purchase, and others won’t be interested at all. (Sounds a lot like dating, doesn’t it?) How do you market your business to such a wide variety of people who all feel differently toward your business? You don’t. Instead, focus on identifying your ideal customer by creating a customer persona that you can then use to cater your marketing messages for maximum effect. Once you know who you’re trying to sell your products to, you’ll find it easier to design your site and messaging to attract them. It all starts with a great domain. Find yours at Here’s what to consider when creating a customer persona What problem do I solve and what’s my differentiator? When you start a business, one of the first things someone might ask you is “What problem do you solve?” If you haven’t figured that out yet, now is the time. If you aren’t sure what needs your product or service addresses, how can you expect your customers to know? Your customers can’t understand how your product will benefit them if you haven’t taken the time to think it through yourself. Once you’ve identified the problem that you solve, it’s on to part 2, figuring out your differentiator. Do you have competitors who offer the same products and solutions that you do? What sets you apart? Is it your customer support or bonus features? Your differentiator should play a role in determining your marketing strategy and helps you stand out from the crowd. What do current customers say about your product? Feedback is a gift, so ask for it and use it. Use your current customers’ praises and critiques to fine-tune your offerings and make them more appealing to your ideal customer. What are your ideal customer’s demographics? Why do demographics matter? If you’re selling high-quality, fine wines, you don’t want to waste your time and money marketing them to people who refuse to buy anything that isn’t on sale. By understanding your ideal customer’s demographics, including income and preferences, you’ll be able to cater your messaging to get your product in front of the people who will buy it. The role of Google Analytics If you don’t have Google Analytics, or something similar, on your website then you should add it. Google Analytics is a set of free tools that Google created as part of its marketing platform and they’ll help you analyze and understand your website traffic. How does that assist in creating a customer persona? If you can get insight into who is purchasing from your site — where they come from, what device they use, what social media channel they discovered you on — you can start to paint a picture of your online customers. Do the people who purchase from you online match up with your expectations? Is there anything you need to tweak to bring in your ideal customers? It all starts with a great domain. Find yours at Identifying your ideal customer leads to improved marketing When you identify your perfect customer and create a customer persona, you’re also learning about your business. Depending on your business, you may even need to create multiple customer personas. You can use this information to improve and cater your marketing messages for better results, and more sales, moving forward. The post How to Identify Your Ideal Customer appeared first on | Blog.

A Hosting Provider Can Make Or Break WooCommerce Security

Nexcess Blog -

WooCommerce security is a partnership between a hosting provider and a hosting client. The client is responsible for updating their store and taking care which plugins and themes they install. But that’s only part of the work involved in keeping a WooCommerce store safe. A hosting provider and their platform play a pivotal role, but… Continue reading →

What Does ‘Best Hosting’ Really Mean for WordPress Hosting?

InMotion Hosting Blog -

Hosting services dedicated exclusively to WordPress can help guarantee the best possible security and performance for your website. But even then, there are dozens of quality options available on the market. How can you possibly know which one is right for you? The key lies in knowing your specific needs and requirements. We’re going to do a deep-dive on how to determine what you need and how to choose the best WordPress hosting service for you. Continue reading What Does ‘Best Hosting’ Really Mean for WordPress Hosting? at The Official InMotion Hosting Blog.

Build Better Sites Faster with the WP Engine DevKit

WP Engine -

Whether you’re a novice website developer or a seasoned WordPress pro, you’ve probably searched high and low for new ways to make your development workflow easier and more efficient. Maybe you’ve had trouble finding ways to iterate faster and experiment with new features safely, or you’ve had trouble getting all your tools integrated properly. Inevitably,… The post Build Better Sites Faster with the WP Engine DevKit appeared first on WP Engine.

WP Engine Launches DevKit to Offer Best Developer Experience in WordPress Today

WP Engine -

AUSTIN, Texas – June 11, 2019 – WP Engine, the WordPress Digital Experience Platform (DXP), today announced the launch of the WP Engine DevKit, combining a local development environment, SSH Gateway access, easy deployments, and other best-in-class WordPress developer tools for building, debugging and deploying digital experiences. The WP Engine DevKit, currently available as an… The post WP Engine Launches DevKit to Offer Best Developer Experience in WordPress Today appeared first on WP Engine.

WeChat for Business: What Marketers Need to Know

Social Media Examiner -

Are you curious about WeChat? Wondering how to get your business in front of over a billion people on WeChat? In this article, you’ll discover how WeChat’s features can help you market your business. Why Marketers Should Consider WeChat Is your business looking to raise brand awareness or drive direct customer engagement with Chinese-speaking audiences? […] The post WeChat for Business: What Marketers Need to Know appeared first on Social Media Marketing | Social Media Examiner.

Webmaster Conference: an event made for you

Google Webmaster Central Blog -

Over the years we attended hundreds of conferences, we spoke to thousands of webmasters, and recorded hundreds of hours of videos to help web creators find information about how to perform better in Google Search results. Now we'd like to go further: help those who aren't able to travel internationally and access the same information. Today we're officially announcing the Webmaster Conference, a series of local events around the world. These events are primarily located where it's difficult to access search conferences or information about Google Search, or where there's a specific need for a Search event. For example, if we identify that a region has problems with hacked sites, we may organize an event focusing on that specific topic. We want web creators to have equal opportunity in Google Search regardless of their language, financial status, gender, location, or any other attribute. The conferences are always free and easily accessible in the region where they're organized, and, based on feedback from the local communities and analyses, they're tailored for the audience that signed up for the events. That means it doesn't matter how much you already know about Google Search; the event you attend will have takeaways tailored to you. The talks will be in the local language, in case of international speakers through interpreters, and we'll do our best to also offer sign language interpretation if requested. Webmaster Conference OkinawaThe structure of the event varies from region to region. For example, in Okinawa, Japan, we had a wonderful half-day event with novice and advanced web creators where we focused on how to perform better in Google Images. At Webmaster Conference India and Indonesia, that might change and we may focus more on how to create faster websites. We will also host web communities in Europe and North America later this year, so keep an eye out for the announcements! We will continue attending external events as usual; we are doing these events to complement the existing ones. If you want to learn more about our upcoming events, visit the Webmaster Conference site which we'll update monthly, and follow our blogs and @googlewmc on Twitter! Posted by Takeaki Kanaya and Gary

Amazon Personalize is Now Generally Available

Amazon Web Services Blog -

Today, we’re happy to announce that Amazon Personalize is available to all AWS customers. Announced in preview at AWS re:Invent 2018, Amazon Personalize is a fully-managed service that allows you to create private, customized personalization recommendations for your applications, with little to no machine learning experience required. Whether it is a timely video recommendation inside an application or a personalized notification email delivered just at the right moment, personalized experiences, based on your data, deliver more relevant experiences for customers often with much higher business returns. The task of developing an efficient recommender system is quite challenging: building, optimizing, and deploying real-time personalization requires specialized expertise in analytics, applied machine learning, software engineering, and systems operations. Few organizations have the knowledge, skills, and experience to overcome these challenges, and simple rule-based systems become brittle and costly to maintain as new products and promotions are introduced, or customer behavior changes. For over 20 years, has perfected machine learning models that provide personalized buying experiences from product discovery to checkout. With Amazon Personalize, we are bringing developers that same capability to build custom models without having to deal with the complexity of infrastructure and machine learning that typically accompanies these types of solutions. With Amazon Personalize, you provide the unique signals in your activity data (page views, signups, purchases, and so forth) along with optional customer demographic information (age, location, etc.). You then provide the inventory of the items you want to recommend, such as articles, products, videos, or music as an example. Then, entirely under the covers, Amazon Personalize will process and examine the data, identify what is meaningful, select the right algorithms, and train and optimize a personalization model that is customized for your data, and accessible via an API. All data analyzed by Amazon Personalize is kept private and secure and only used for your customized recommendations. The resulting models are yours and yours alone. With a single API call, you can make recommendations for your users and personalize the customer experience, driving more engagement, higher conversion, and increased performance on marketing campaigns. Domino’s Pizza, for instance, is using Amazon Personalize to deliver customized communications such as promotional deals through their digital properties. Sony Interactive Entertainment uses Personalize with Amazon SageMaker to automate and accelerate their machine learning development and drive more effective personalization at scale. Personalize is like having your own machine learning personalization team at your beck and call, 24 hours a day. Introducing Amazon Personalize Amazon Personalize can make recommendations based on your historical data stored in Amazon S3, or on streaming data sent in real-time by your applications, or on both. This gives customers a lot of flexibility to build recommendation solutions. For instance, you could build an initial recommender based on historical data, and retrain it periodically when you’ve accumulated enough live events. Alternatively, if you have no historical data to start from, you could ingest events for a while, and then build your recommender. Having covered historical data in my previous blog post, I will focus on ingesting live events this time. The high-level process looks like this: Create a dataset group in order to store events sent by your application. Create an interaction dataset and define its schema (no data is needed at this point). Create an event tracker in order to send events to Amazon Personalize. Start sending events to Amazon Personalize. Select a recommendation recipe, or let Amazon Personalize pick one for you thanks to AutoML. Create a solution, i.e. train the recipe on your dataset. Create a campaign and start recommending items. Creating a dataset group Let’s say we’d like to capture a click stream of movie recommendations. Using the the first time setup wizard, we create a dataset group to store these events. Here, let’s assume we don’t have any historical data to start with: all events are generated by the click stream, and are ingested using the event ingestion SDK. Creating a dataset group just requires a name. Then, we have to create the interaction dataset, which shows how users are interacting with items (liking, clicking, etc.). Of course, we need to define a schema describing the data: here, we’ll simply use the default schema provided by Amazon Personalize. Optionally, we could now define an import job, in order to add historical data to the data set: as mentioned above, we’ll skip this step as all data will come from the stream. Configuring the event tracker The next step is to create the event tracker that will allow us to send streaming events to the dataset group. After a minute or so, our tracker is ready. Please take note of the tracking id: we’ll need it to send events. Creating the dataset When Amazon Personalize creates an event tracker, it automatically creates a new dataset in the dataset group associated with the event tracker. This dataset has a well-defined schema storing the following information: user_id and session_id: these values are defined by your application. tracking_id: the event tracker id. timestamp, item_id, event_type, event_value: these values describe the event itself and must be passed by your application. Real-time events can be sent to this dataset in two different ways: Server-side, via the AWS SDK: please note ingestion can happen from any source, whether your code is hosted inside of AWS (e.g. in Amazon EC2 or AWS Lambda) or outside. With the AWS Amplify JavaScript library. Let’s look at both options. Sending real-time events with the AWS SDK This is a very easy process: we can simply use the PutEvents API to send either a single event, or a list of up to 10 events. Of course, we could use any of the AWS SDKs: since my favourite language is Python, this is how we can send events using the boto3 SDK. import boto3 personalize_events = boto3.client('personalize-events') personalize_events.put_events( trackingId = <TRACKING_ID>, userId = <USER_ID>, sessionId = <SESSION_ID>, eventList = [ { "eventId": "event1", "sentAt": 1549959198, "eventType": "rating", "properties": """{\"itemId\": \"123\", \"eventValue\": \"4\"}""" }, { "eventId": "event2", "sentAt": 1549959205, "eventType": "rating", "properties": """{\"itemId\": \"456\", \"eventValue\": \"2\"}""" } ] ) In our application, we rated movie 123 as a 4, and movie 456 as a 2. Using the appropriate tracking identifier, we sent two Events to our event tracker: eventId: an application-specific identifier. sentAt: a timestamp, matching the timestamp property defined in the schema. This value seconds since the Unix Epoch (1 January 1970 00:00:00.000 UTC), and is independent of any particular time zone. eventType: the event type, matching the event_type property defined in the schema, properties: the item id and event value, matching the item_id and event_value properties defined in the schema. Here’s a similar code snippet in Java. List<Event> eventList = new ArrayList<>(); eventList.add(new Event().withProperties(properties).withType(eventType)); PutEventsRequest request = new PutEventsRequest() .withTrackingId(<TRACKING_ID>) .withUserId(<USER_ID>) .withSessionId(<SESSION_ID>) .withEventList(eventList); client.putEvents(request) You get the idea! Sending real-time events with AWS Amplify AWS Amplify is a JavaScript library that makes it easy to create, configure, and implement scalable mobile and web apps powered by AWS. It’s integrated with the event tracking service in Amazon Personalize. A couple of setup steps are required before we can send events. For the sake of brevity, please refer to these detailed instructions in the Amazon Personalize documentation: Create an identity pool in Amazon Cognito, in order to authenticate users. Configure the Amazon Personalize plug-in with the pool id and tracker id. Once this is taken care of, we can send events to Amazon Personalize. We can still use any text string for event types, but please note that a couple of special types are available: Identify lets you send the userId for a particular user to Amazon Personalize. The userId then becomes an optional parameter in subsequent calls. MediaAutoTrack automatically calculates the play, pause and resume position for media events, and Amazon Personalize uses the position as event value. Here is how to send some sample events with AWS Amplify: Analytics.record({ eventType: "Identify", properties: { "userId": "<USER_ID>" } }, "AmazonPersonalize"); Analytics.record({ eventType: "<EVENT_TYPE>", properties: { "itemId": "<ITEM_ID>", "eventValue": "<EVENT_VALUE>" } }, "AmazonPersonalize"); Analytics.record({ eventType: "MediaAutoTrack", properties: { "itemId": "<ITEM_ID>", "domElementId": "MEDIA DOM ELEMENT ID" } }, "AmazonPersonalize"); As you can see, this is pretty simple as well. Creating a recommendation solution Now that we know how to ingest events, let’s define how our recommendation solution will be trained. We first need to select a recipe, which is much more than an algorithm: it also includes predefined feature transformations, initial parameters for the algorithm as well as automatic model tuning. Thus, recipes remove the need to have expertise in personalization. Amazon Personalize comes with several recipes suitable for different use cases. Still, if you’re new to machine learning, you may wonder which one of these recipes best fits your use case. No worry: as mentioned earlier, Amazon Personalize supports AutoML, a new technique that automatically searches for the most optimal recipe, so let’s enable it. While we’re at it, let’s also ask Amazon Personalize to automatically tune recipe parameters. All of this is very straightforward in the AWS console: as you’ll probably want to automate from now on, let’s use the AWS CLI instead. $ aws personalize create-solution \ --name jsimon-movieclick-solution \ --perform-auto-ml --perform-hpo \ --dataset-group-arn $DATASET_GROUP_ARN Now we’re ready to train the solution. No servers to worry about, training takes places on fully-managed infrastructure. $ aws personalize create-solution-version \   --solution-arn $SOLUTION_ARN Once training is complete, we can use the solution version to create a recommendation campaign. Deploying a recommendation campaign Still no servers to worry about! In fact, campaigns scale automatically according to incoming traffic: we simply need to define the minimum number of transactions per second (TPS) that we want to support. This number is used to size the initial fleet for hosting the model. It also impacts how much you will be charged for recommendations ($0.20 per TPS-hour). Here, I’m setting that parameter to 10, which means that I will initially be charged $2 per hour. If traffic exceeds 10 TPS, Personalize will scale up, increasing my bill according to the new TPS setting. Once traffic drops, Personalize will scale down, but it won’t go below my minimum TPS setting. $ aws personalize create-campaign \ --name jsimon-movieclick-campaign \ --min-provisioned-tps 10 \ --solution-version-arn $SOLUTION_VERSION_ARN Should you later need to update the campaign with a new solution version, you can simply use the UpdateCampaign API and pass the ARN of the new solution version. Once the campaign has been deployed, we can quickly test that it’s able to recommend new movies. Recommending new items in real-time I don’t think this could be simpler: just pass the id of the user and receive recommendations. $ aws personalize-rec get-recommendations \ --campaign-arn $CAMPAIGN_ARN \ --user-id 123 --query "itemList[*].itemId" ["1210", "260", "2571", "110", "296", "1193", ...] At this point, we’re ready to integrate our recommendation model in your application. For example, a web application would have to implement the following steps to display a list of recommended movies: Use the GetRecommendations API in our favorite language to invoke the campaign and receive movie recommendation for a given user, Read movie metadata from a backend (say, image URL, title, genre, release date, etc.), Generate HTML code to be rendered in the user’s browser. Amazon Personalize in action Actually, my colleague Jake Wells has built a web application recommending books. Using an open dataset containing over 19 million book reviews, Jake first used a notebook hosted on Amazon SageMaker to clean and prepare the data. Then, he trained a recommendation model with Amazon Personalize, and wrote a simple web application demonstrating the recommendation process. This is a really cool project, which would definitely be worthy of its own blog post! Available now! Whether you work with historical data or event streams, a few simple API calls are all it takes to train and deploy recommendation models. Zero machine learning experience is required, so please visit, give it a try and let us know what you think. Amazon Personalize is available in the following regions: US East (Ohio), US East (N. Virginia), US West (Oregon), Asia Pacific (Tokyo), Asia Pacific (Singapore), and EU (Ireland) The service is also part of the AWS free tier. For the first two months after sign-up, you will be offered: 1. Data processing and storage: up to 20 GB per month 2. Training: up to 100 training hours per month 3. Prediction: up to 50 TPS-hours of real-time recommendations per month We’re looking forward to your feedback! — Julien;

20+ domains on sale for June 2019 Blog -

Our Monthly Domain Sale for June 2019 begins today, bringing you 10 days of amazing domain deals. Use the code JUNESALE19 now through June 19 at 11:59 p.m. MDT to register these domains at a major discount. This promo code cannot be applied to renewals or registration of Premium Domains. $1.49 domains .live $1.99 domains .agency, […] The post 20+ domains on sale for June 2019 appeared first on Blog.

Magento 1 End of Life: What You Need to Know

Nexcess Blog -

If you’re running Magento 1 (M1), you’ve probably heard by now that it will be sunsetting in 2020. And while Magento 1.x will still be accessible and useable by merchants and devs alike, it will no longer receive official support from either Magento or Adobe. This change will affect a number of merchants across the… Continue reading →

Website Backups: The Most Powerful Tool in Web Security

InMotion Hosting Blog -

It’s a Friday morning and you’ve had a peaceful quiet time after getting up, and it’s time to head to work. You jump in your car and start the commute to your office. On the way in, you stop at the coffee shop and pick up your usual. As you pull out of the coffee shop parking lot, you feel a thump, thump, thump on the front driver side wheel. You quickly pull over, and see that you have a flat tire. Continue reading Website Backups: The Most Powerful Tool in Web Security at The Official InMotion Hosting Blog.

How to Make Product Videos That Are Guaranteed to Sell

HostGator Blog -

The post How to Make Product Videos That Are Guaranteed to Sell appeared first on HostGator Blog. Video is an effective marketing tool to sell your brand’s products. By 2022, online videos will drive more than 82% of all consumer internet traffic. It’s imperative for your small business to explore how video can attract and maintain your audience’s attention. There’s no one-size-fits-all solution. To grow your website traffic, you must give consumers informative, entertaining video content. Start getting more customers to your site today. Below are five video formats to help sell your products. 1. Product Videos Product videos help consumers better understand your product line. Research shows that viewers are 64-85% more likely to buy a product after watching a product video. A product video is a marketing ad. So, you want to develop a straightforward video that doesn’t confuse your audience. It should include the logo of your small business and align with the brand’s overall mission. You also don’t want to bore people once they press play. Aim to capture their attention with a compelling story. In a few seconds, your content should intrigue people to continue watching the video. Apple takes a modern approach to their product videos. They combine simple camera angles with the latest hip-hop music to tell their story. Stay away from scare tactics in your product video. Rather than focusing on the negatives, give consumers a sneak peek into how they would feel once they make the purchase. Moreover, make sure to include calls to action in your product videos. What’s the next step you want the viewer to take? It’s not always a link to the sales page. You might guide them to an email offer or another video. 2. Demo Videos Demo videos are essential sales tools. These videos should provide clear instructions for your audience to understand. If done well, they will help you secure more sales. When creating your demo video, think about the value of your product and how it solves the consumer’s problem. Your goal is to show them how your product makes their lives better. “Demo videos aren’t generally considered top-of-funnel content so you can go a bit longer on length, but don’t bite off more than your viewers can chew. Keep your demo videos to the point, walk viewers through one action, and do it succinctly,” says Jon Spenceley, former content and social media manager at Vidyard. The demo video below gives the viewer step-by-step instructions. Each statement follows an action by the person demonstrating the product. They also don’t rush to the next step—giving the viewer enough time to process what’s happening. Your on-air talent for these videos must bring his or her infectious personality. You want the video to exude enthusiasm. Record someone who can deliver happiness and trustworthiness with a big smile. 3. Testimonial Videos Testimonial videos build the trust factor with your consumers. It’s an opportunity for them to hear honest feedback from actual customers. This type of video works well when hesitant buyers need an extra push. They already recognize the problem and need. The testimonial video influences them to visit the checkout page and click purchase. When asking customers to appear on testimonial videos, it’s important that you respect their time by mapping out what you want to achieve. Prepare specific questions to ask them. Avoid asking anything that triggers a vague response. You want questions to trigger thoughtful answers. A simple format is to set up the situation, state the problem, and elaborate on the solution. Omada Health’s testimonial video starts with the customer explaining how their company outshines the competition. Then, the video continues by highlighting other major benefits. Record your testimonial video in a comfortable setting. Scout all available options in your office space; you may even decide to shoot outside in a park. You also don’t want customers to memorize lines. It will seem disingenuous to your audience. Follow these tips for collecting great customer testimonials. 4. Company Culture Videos Company culture matters. Consumers no longer buy from brands just because they have something they need. Potential customers also want to know more about your brand’s culture. A company culture video helps tell your small business story and sets expectations for your audience. Consider it a matchmaking tool to connect you to buyers with shared values. It represents how you want the public to perceive you. The company culture video should help increase trust amongst your audience. Let actual employees talk about what makes your brand unique. This technique will establish a personal connection with viewers. “Corporate culture videos need to showcase real employees, as opposed to just the c-level and hardcore brand advocates. When we see a smile that’s a little too big, we question the credibility of the content,” states Phil Strazzulla, founder at NextWave Hire. In the company culture below, Annie’s Homegrown showcases what makes their brand special. Employees express why they love the company and how the company supports its customers and staff. Company culture videos also can attract new hires to your small business. So, it’s an effective promotional tool for your company’s growth. 5. Thank You Videos A simple thank you means a lot. By producing a thank you video, you open doors to connecting with your audience with no-strings attached. Give your thank you video a clear objective. What do you want to say? Why are you thankful? Who will receive the video message? In your video, let consumers know the impact they have had on your business. You can highlight the number of products sold or how their support led to a huge charitable donation. Thank you videos work well during the holidays. It shows customers that you value their business, and you’re committed to selling high-quality products. Experiment with different settings to capture your on-camera gratitude. Maybe you’ll stand in front of your office building. Or you might decide to click record on your laptop. iZotope’s thank you video is a genuine without any marketing jargon. It’s unscripted and explains why the company loves their customers so much. Thank you videos are meant to illustrate authenticity. No one likes a contrived thank you message. Instead, you want to create a heartfelt video that shows your appreciation. Produce More Videos Video offers your small business an opportunity connect with consumers. From demos to testimonials, you can highlight every aspect of your brand. Once you produce your videos, it’s time to share them with the world. Make sure to embed your videos on your website, and promote them via social media. To host videos on your website, you’ll need quality web hosting behind you. For maximum site performance, try HostGator’s dedicated server hosting. Find the post on the HostGator Blog

How to Build a Google Data Studio Dashboard

Social Media Examiner -

Looking for a faster way to visualize and make sense of your marketing metrics? Have you heard of Google Data Studio? In this article, you’ll learn how to build a reusable report in Google Data Studio. Why Use Google Data Studio to Simplify Marketing Measurement Analysis When you’re a small business with a limited marketing […] The post How to Build a Google Data Studio Dashboard appeared first on Social Media Marketing | Social Media Examiner.

How to Buy Advertising to Promote Your eBay Listings

Grow Traffic Blog -

There are two ways you can buy advertising to promote eBay listings. One is to buy a promoted listing on eBay itself. The other is to buy third party advertising to point to your listing, in some form or another. However, there’s a little more to it than that. Paying for Promoted eBay Listings The first and the simplest option is to just pay for a promoted spot in the eBay search results. Whenever you search for a product, you’ll see a handful of promoted listings, all of which someone is paying eBay to put near the top of the list. You have to scroll down to see the organic listings. “Paying for an auction listing? What if my item doesn’t sell? Then I’m out money when I’m just trying to make money!” This is a valid complaint, and eBay understands the situation. That’s why their promoted listings only charge you when your item sells. Unlike traditional advertising, when you’re bidding on promoted listings, you’re choosing a percentage – called the Ad Rate – of your item’s sale price that you’re willing to spend. This means that the higher the price your item sells for, the more you pay for the ads that got it to sell. You aren’t setting a bid cap or a specific amount of money to pay to promote your item. In order to help you decide how much you should be willing to spend, eBay maintains a list of Trending Ad Rates. The trending Ad Rate is the average percentage people are bidding to promote their listings, within various categories. For example, as of the time of this writing, Antiques are trending at 10.49%, books are trending at 2.97%, and computer items are trending at 6.2%. These are figures within the USA; there are different figures for different geographic regions. You can see all of the current trending ad rates on this page. It’s generally a good idea to adjust your Ad Rate on a weekly basis to better fit the trends. If the trend is going up, you should adjust upwards to compete. If the trends are going down, you can adjust downwards to avoid over-spending. Of course, you need to calculate how much you can afford to take off the top. For people selling random household products they’re trying to get rid of, any profit is better than keeping the item, so it doesn’t matter. For a business trying to sell through eBay, you need to calculate your profit margins and determine how much you can cut into them. Are promoted listings a good choice for your products? That depends on what kinds of products you’re trying to sell. You can use promoted listings for just about any category, but there are some restrictions. Auctions, unfortunately, do not qualify. You also have to be a subscriber to eBay Stores, or you need to be a seller with either Top Rated or Above Standard feedback status. If your status drops too much, you’ll lose access to the system. Generally, eBay recommends using promoted listings for new product lines and new listing ideas, seasonal items you want to sell as quickly as possible, old product lines you’re trying to clear out, and products that are already selling well but which you can sell more of more quickly. Conversely, items that have a poor sales history aren’t going to benefit as much from promoted listings, and rare items, collectibles, and unique items aren’t great targets due to the smaller audience. It’s also worth noting that eBay’s promotion auction is not simply “whoever bids the most gets the top spot.” In fact, they consider elements like the relevance and the quality of the listing to the search, how well the item is selling in general when the ad rate is set, and some other factors. So in general, you should use promoted listings when: You have an item that has a high conversion rate but generally low traffic. You have a new item you want to establish a baseline level of traffic and sales history for. You have a best seller that you want to sell more of, even if you sacrifice some profit to do it. You have a seasonal product you want to get sold as quickly as possible. You have overstock of a product you want to liquidate. You have stock left over of an item you no longer want to sell, and you want to liquidate. Promoted listings are just normal eBay listings, so you don’t need to do anything special to create ads. All you need to do is choose which products to promote and what ad rate you want to set. There’s an art to choosing the right ad rate, which involves knowing your profit margins and knowing what percentages are good to sell. You’ll gain a feel for it after you promote for a while. What’s truly important, however, is the quality of the listing itself. Thankfully, I know exactly where you can visit to learn about optimizing eBay product listings. Paying to Advertising Listings Directly Unfortunately, paying for ads through platforms like Google Ads, pointing those ads directly at eBay listings or eBay stores, is notoriously ineffective. You can find thousands of people online talking about paying to promote their listings and getting nothing out of it. Unlike promoted listings, paying for PPC ads to point to eBay can waste a lot of money. You don’t have a “pay only when it sells” clause to protect you, and you can often end up paying far more than the value of the product in clicks that don’t convert. Google doesn’t really like people linking directly to eBay stores, so they don’t promote those ads quite as much, and it really doesn’t work out for anyone involved. On the other hand, eBay and Google had a deal with each other. Products listed on eBay will be funneled into Google’s marketplace, and Google can plug them into Google Shopping. You can use a Google Merchant Center account to promote your listings through that system instead of using Google Ads. Now, there’s nothing wrong with paying Google Ads to promote eBay listings. It’s not against the terms of service for either site. It’s just not the most effective solution. The trouble is, you’re paying to send people to eBay, and everyone knows eBay as a site where it’s easy to find the cheapest version of a product. People can click through your ads to your product, and then go to buy that same product from another seller instead of you. You also don’t get any benefit for referral traffic to products other than your own, like you might with something like an Amazon Affiliate link. There’s nothing really unique about advertising an eBay listing through Google Ads compared to advertising any other site. You still need to pay attention to the usual factors, like ad relevance, keyword selection, budgets, and click-through rates. Don’t be afraid that I just linked to, either; their guide is actually really good. An Alternative Strategy The best alternate strategy for dedicated eBay sellers is to create your own website. Creating a website gives you a larger degree of trust than a typical no-name eBay seller, and that trust allows you to leverage additional marketing channels. You can run a Facebook business Page for your website, even though all of your products are just eBay store listings. You can go as light or as hard into a marketing website as you want. I’ve seen people be perfectly successful on eBay with a microsite that is little more than an About page, a few testimonials, and links to product pages. I’ve also seen brands build up their entire business around their sites, using eBay as a convenient storefront up until they’ve stabilized enough to transition to their own store on a Shopify plan. These people have blogs and everything. The benefit of using your own site is that you can set up landing pages for individual products, and then you can direct advertising from Google Ads and other ad networks to those landing pages. Of course, managing your own site is a lot of work and a lot of additional expense. You need to pay for hosting and a domain, you need to set up a back-end framework – even if it’s just WordPress – and you need to maintain it with enough content that it doesn’t stagnate. Plus, paying for ads is an additional expense, as I’ve already mentioned. On the other hand, having a more total level of control over your web presence and your branding puts you ahead of most of the competition on eBay. One potential roadblock you may run into is that eBay’s links policy prohibits you from linking to your website within your eBay listings. Unless a user already knows your brand and that you have a website, they might not find you. You get the on-site benefits of the user seeing other products in your storefront or in your listings, but you can’t send them off-site for other benefits. You can get around this by including items with your URL on them in the products you ship. Thank you notes included in your packages, URLs on labels and on invoices, and URLs in your email communications are all good ideas. Utilizing Social Media With social media, you get both organic and paid means of promotion at your fingertips. For Facebook, you can set up a business Page for your business, and link directly to your eBay store and your individual eBay listings. You can also link to pages and posts on your website. You won’t necessarily have the best exposure doing this, since Facebook tends to demote overly promotional content, but if you get into content marketing, Facebook becomes an excellent channel. Facebook ads can point directly at eBay listings, so long as they’re relevant and aren’t dynamic URLs. You shouldn’t have any issues with multi-stock products, but you’ll have a hard time advertising single products for sale; if someone buys it, your ad will still be running, so you may pay for clicks to an invalid listing. This can hurt both your bottom line and your ad relevance score. Twitter can be used in a variety of different ways. You can post links to your listings and treat it basically as an RSS feed for when you add new products or items, or when items are back in stock. You can link to pages and content on your own site. You can pay for Twitter advertising, either to your website or to your eBay store. You can even just focus your time on becoming a Twitter joke account and whenever a tweet goes viral, do the “here’s my soundcloud” thing but for eBay listings. Pinterest can be a good site for eBay listings because of it’s highly visual nature. Instagram is similar, but since Instagram doesn’t allow links in their image captions, I wouldn’t recommend it. In general, social media becomes the top of your sales funnel, pointing people deeper in to your website, landing pages, or storefront. From there, you can point people specifically to products they’re interested in, and use paid advertising to reach them in other locations. A broad top leads to a greater stream at the bottom. The post How to Buy Advertising to Promote Your eBay Listings appeared first on Growtraffic Blog.

5 Ways To Improve Your Branding

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Whether you’re a small business owner or hobbyist, enhancing your online profile goes a long way to improve your reputation and brand. There are a lot of things involved in branding, especially within different industries. There are different web design, marketing and communication strategies depending on your target audience and customers. Here are five ways to enhance your branding. Cheap Quality Hosting Upgrade as needed. Don’t waste money that could be better spent elsewhere. Continue reading 5 Ways To Improve Your Branding at The Official InMotion Hosting Blog.

Newsletter Copy: Is Your Online Content Protected?

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Do you generate content as part of your business? It’s likely that you do, even if you don’t realize it. ‘Content’ is anything that you create and publish online: newsletters, blogs, graphics, podcasts, social media posts, videos, and much more. Legally, that material belongs to you. Historically, however, intellectual property has been very difficult to protect – and that was BEFORE the advent of the internet. Today, it’s nearly impossible. Any would-be thief can easily scan the web, look for material they like, and copy it. Continue reading Newsletter Copy: Is Your Online Content Protected? at The Official InMotion Hosting Blog.


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