There are sub domains and there are sub directories. Which one should you use? An example of a sub domain is keyword.example.com. An example of a sub …
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Social Media today has an undeniable power of spreading information, growing the business and developing community. It is also a vital communication tool in various industries including healthcare. Both individuals and businesses in healthcare industry use social media to stay connected, communicate and sometimes market their products and services. The general public uses social media to research symptoms, local doctors, treatment, and compare options. In fact, social media today is a necessity for the healthcare industry. Even though it’s not an entire answer to improving patient engagement, it plays a huge proponent in connecting with target audiences.
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Do you know the value of your Google Ads investment?
As marketers, we have what can feel like endless options to utilize our often limited marketing budgets.
How do you know where to invest? PPC is often a low-funnel highly-targeted place to start, but how do you justify the results you are driving? Should you be spending more? Less?
All these questions are crucial to getting the most out of your broader marketing mix. But the answer isn’t always as straightforward as it seems, even in the world of PPC where calculating your ROI is often much easier than most other digital channels (and certainly easier than more traditional marketing channels).
It sounds simple. You have Google Analytics and conversion tracking set up. So you ask yourself, “did my click result in a conversion?”
But many other questions come from this. How much is a conversion worth? How often do your conversions result in revenue? What are your margins?
These are much larger questions that we’ll save for another blog post. The one we’ll focus on here is simply, “who deserves credit for a conversion?” And that brings us to attribution.
Attribution is considered by many to be the most important marketing argument. In marketing, attribution is the action of deducing what deserves credit for a conversion. Sounds relatively straightforward, right?
However, things can get messy quickly as sales funnels get longer. For instance, what deserves credit for the conversion in this user path scenario?
Google Ads and Google Analytics both default to an attribution model called last click. So with those defaults in place, as many businesses use, 100% of the credit for the conversion above would go to a direct site visit, despite the heavy influence paid search, paid social, and display played in the nine-step path this user traveled down on their way to converting.
When you lay it out like that, it’s easy to see there are unlimited different combinations of touchpoints that could result in a conversion…so maybe last click doesn’t always fit.
Let’s take a look at the other attribution models available within Google Ads.
In Google Ads, there are six different attribution models to choose from that distribute credit in different ways. I’ll go through them and discuss when you might want to use each.
Last click attribution gives 100% of the credit for a conversion to an ad when it was the last click that led to the conversion (again, this is the default setting).
Example: This model is best used when trying to identify which channels are most responsible for bottom of the funnel deal closing.
First click gives 100% of the credit for a conversion to an ad that was the first click in a path that led to a conversion.
Example: This model is best used when trying to identify how users are introduced to your brand (new users).
Credit is distributed evenly across all clicks that the user had on their way to a conversion.
Example: This model is more useful when you are trying to understand how all your channels are playing a role in a conversion.
Credit is weighed by the click’s proximity to the conversion using a seven-day half-life. A click eight days before a conversion gets half the credit of a click one day before the conversion.
Example: This model is best used when trying to learn what strategies are better brand introducers and what strategies drive the most conversions.
Credit is distributed with 40% credit towards the first click and 40% credit towards the last clicks. The remaining 20% is spread evenly between the clicks in the middle.
Example: This model is most useful when you value brand introduction and conversion driving the most.
Credit is shared based on the weight of each click. Clicks that play a more significant role historically in driving conversion earn more weight. This model is specific to each advertiser’s individual conversion data.
Example: This model is the most scientific. It uses algorithms to weigh conversions, and with enough data, is most useful when trying to understand which channels are playing the largest role in driving conversions.
Each model has pros and cons inherently. So how do you pick one that is going to work for you?
In many cases, we are all so used to last click attribution that it’s hard to buck the trend and start fresh with something new, even if we know it is misrepresenting the data. We all have reports to create and people to report to.
With that in mind, it’s important to decide on a model using facts, data, and a clear understanding of your goals and expectations.
Google Analytics has a nifty tool to help.
In Google Analytics under Conversions > Attribution you will find the Model Comparison Tool.
This tool allows you to pit up to three different attribution models against one another for the same data set to see how your conversion data changes as you begin to consider different models.
Specifically, you can toggle the tool to just view Google Ads data.
Start with Last Interaction (i.e. last click) and start comparing different models. Check the “% change in conversion” column to begin to get a picture of how Google Ads performs differently with a different model in place. You’ll start to notice that some campaigns and strategies are affected differently by different models.
There is a lot to consider before making the jump to a new model in Google Ads.
Consider your business goals. What are you trying to get out of Google Ads? If you are investing significant budget into Google Ads, it’s likely you are expecting conversions. But are you limiting yourself in scenarios like the one we outlined at the start?
Review your Top Conversion Paths in Google Analytics to learn what paths users are most often taking.
When you do change your attribution model in the Conversions section of Google Ads, your data will begin to shift and it will not retroactively update historical data. You’ve most likely been optimizing towards one model for some time, so make sure everyone is on the same page before switching.
Attribution is a huge question, and most of the biggest brands and highest spending advertisers struggle with it. There is very likely not a one size fits all answer to “the right” attribution model for you.
But just because the industry default has historically been last click doesn’t mean you have to continue the trend. Weigh your options, look at the data, consider your goals, and pick a model that reflects your strategies and business.
Once you settle on a new, more accurate model, you can begin collecting new data. In theory, the new data will be more representative of your goals, so you should be able to start making optimizations off it that will help improve your overall business KPIs.
The post Are You Using the Right Attribution Model in Google Ads? appeared first on Portent.
The saying “content is king” has been echoed by countless digital marketers across the globe. While creating useful and significant content for your brand is imperative for SEO success, it’s not enough. In order for your content to rank in competitive search engine result pages (SERPs), people need to link to it. Digital marketers can speed up this process of gaining valuable backlinks by conducting link building campaigns (otherwise known here as “outreach”).
While there are several link building strategies you can implement, all of them have one thing in common—email. Most people have a love/hate (mostly hate) with their email inbox, but distributing your content or guest post inquiries through email is the best way to build links. Yes, outreach can be done through other communication channels, like social media or messenger apps, but email trumps in comparison. Email is still the preferred communication method amongst most people (especially business professionals). In fact, Statista reports that there were approximately 281 billion emails sent and received in 2018.
With that many emails being sent out in the marketplace, it’s important for you to know how to stick out from the crowd. Luckily, we’ve written a guide to help you do this. Without further ado, here are six components of the best email practices for link building.
This one may seem obvious, but outreach gets a bad rap due to not-so-savvy internet marketers promoting themselves or their content to the wrong people. Just like most things in digital marketing, targeting the right group of people is essential for success. Before you send off hundreds or even thousands of emails, it’s important that you do three things:
Fortunately for all of us, there are several ways for link builders to find the right audience to pitch themselves or their content to. The easiest way is to use Google search queries to find publications and influencers who are in your industry. On that same vein, setting up Google Alerts for industry-related keywords will bring fresh new content (a.k.a. publications to pitch) to your inbox on a daily basis.
Outreachers can also use Reddit, Twitter, LinkedIn, and other social media platforms to conduct audience research. Additionally, paid tools like Buzzsumo allow you to conduct thorough research on the top publications and influencers who are discussing topics related to your field.
The contacts that you will email need to find value in the content you are promoting. You want to make their lives easier—not annoy them by crowding their inbox with useless or irrelevant information. Before sending a pitch to one of your contacts ask yourself, “How does this email add value to this person?” If you can’t confidently answer this question, then you need to reevaluate why you are sending that pitch to them. Your pitch has to be relevant, and useful to them or their readers.
As I mentioned above, you can use Google search queries and social media to find the right audience. But how do you find the best email address? How can you possibly keep track of all of the people you’re emailing? And how do you know if they are opening your emails? We’ve written about the best tools for outreach, so definitely check that out. There are several tools available to find your contact’s email address and keep track of your link building campaigns—organization is key here.
Subject lines will make or break your link building efforts. You need to grab your recipient’s attention and give them a reason to open your email. If they don’t open your email, then the chances of getting your content covered are extremely slim.
Example: Let’s say that you want to obtain a backlink on a huge sports publication via guest posting. You spend a significant amount of time looking for the perfect contact and crafting the ultimate pitch. However, you send the sports editor an email with this subject line:
Unless the editor is desperate for writers, you are most likely not going to get a response.
Instead, try being more specific and timely with your subject lines:
Don’t be afraid to A/B test your subject lines as well. If a high number of your contacts aren’t opening your emails, try sending them the same pitch with a different subject line.
Editors, bloggers, and influencers enjoy authenticity. Personalizing your emails lets them know that you’re an actual person—not a robot spammer. Additionally, it shows that you put forth the effort to get to know them and their line of work. Personalization goes a long way, and it increases your response rates.
In fact, Backlinko recently conducted a study where they analyzed 12 million outreach emails. They found that emails with personalized message bodies have a 32.7% better response rate. Additionally, they found that personalized subject lines boost response rates by 30.5%. Personalization is the name of the game.
You need to do more than include your contact’s first name in your email. Any robot can do that! Here are some quick personalization tips:
While personalization leads to higher response rates, the true magic of personalization is that it helps you build long-term relationships with people relevant to your industry. These relationships can excel your link building efforts for years to come.
While it is true that there are wildly successful long pitches, most editors and journalists that receive your pitch see hundreds of emails daily. Here are some tips to keep things concise:
At the end of the day, you need to provide value to your email recipients. Whether you’re pitching yourself as a guest author for their blog or you’re promoting a recent content piece you want them to link to, you need to quickly explain why your pitch is worthwhile.
If you’re pitching yourself for a guest post, tell your contact that your expertise in your field in unique. Showcase your previous work, tell them why you’re a fit for their publication, and let them know that your article will be useful for their readers.
If you’re promoting a piece of content on your site, tell your contacts why they should cover and link to it. Does your content piece contain data that nobody else has? Is it the most up-to-date piece in your industry? Will their readers find it useful? Why?
The most successful outreachers are those that follow a simple rule—be a giver, not a taker.
In the Backlinko study we mentioned above, emailing the same contact multiple times leads to 2x more responses. Website editors, reporters, and bloggers get hundreds—if not thousands—of emails in any given day. It can be easy for your outreach pitches to get lost in the abyss of a never-ending email inbox.
Follow-ups ensure that your pitches rise above the noise of a crowded inbox. However, sending short and generic follow-ups can actually do more harm than good. Each time you follow-up with someone, make sure to provide them with more value. It can be more information about yourself, a fresh idea for their site, or previously undisclosed data from your content piece.
In all of your link building efforts, it’s important for you to prioritize quality over quantity. Emailing the appropriate person, crafting an outstanding subject line, personalization, communicating value, and following-up takes a lot of effort.
Resilience and persistence are the keystones of the most successful outreach campaigns. Your efforts will pay dividends, and over time, your successes will turn into great coverage, quality backlinks, a healthier backlink profile, and better organic search visibility—which makes everyone happy, right? Just remember to use the right metrics to prove your success!
The post 6 Best Practices for Your Link Building Email Campaigns appeared first on Portent.
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