Tag Archive | "Click"

Google Ads bringing click share to Search campaign competitive metrics

The rollout of click share can be seen as a follow up to the position metrics Google introduced last fall as average position has become less useful.



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Google Ads showing Black Friday click, impression share trends in Overviews

Throughout the week, advertisers will be able to see how their campaigns are trending over last year.



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How to Write Email Subject Lines that Make People Stop, Click, and Read

subject lines that get attention

Email subject lines are our first (and sometimes only) chance to make a good impression on our subscribers, so making them interesting and compelling is essential to your email marketing success.

If you miss your chance to capture and hold their attention, your subscribers are less likely to open your emails, read your content, and click on your call-to-action links.

Today we’re going to cover the elements of captivating subject lines and how to discover which types of subject lines work best for your specific audience.

Let’s get started.

General guidelines for effective email subject lines

Writing subject lines that inspire people to open and read your emails is both an art and a science.

To get your subscribers to open, read, and click on the links in your email messages, thoughtfully craft the subject line of every message you send.

Your subject line is like the headline of a piece of online content — you get one shot to encourage your recipient to keep reading.

If you’re just getting started (or you’re not sure where to begin), here are some guiding principles for crafting compelling subject lines.

Your email subject lines should:

  • Provide a succinct summary. Forty characters or five-to-ten words is standard.
  • Create a sense of urgency. Why should your reader open your email now?
  • Match your content. Don’t misrepresent the content of your email — it annoys your subscribers and could increase your unsubscribe rate.
  • Arouse curiosity in your readers. What will inspire them to open your email and check out your message?
  • Convey a strong and clear benefit to your readers. What will they get out of reading your message? Will they get a new piece of educational content? Or can they take advantage of a limited-time 50 percent discount?
  • Adding personalization to your emails — should you or shouldn’t you?

    Should you customize your subject lines with your recipients’ names? The jury is still out on this topic.

    To see if personalization works with your community members, test out personalized subject lines by inserting dynamic tags. Most email service providers offer a fairly straightforward way to do this.

    Of course, you can only personalize subject lines if you’ve collected people’s names through your opt-in form when they signed up for your email list. If you don’t have this information, personalization isn’t an option.

    If you do collect names through your email list opt-in form and decide to use personalized subject lines, review the names on your list regularly to ensure a valid name corresponds to each email address. You never want recipients to see, “Sign up today, [NAME ERROR]” in the subject line of an email in their inboxes.

    After your tests, you’ll be able to determine if personalized subject lines perform better than other types of subjects.

    A process for generating winning ideas

    To create effective subject lines, get into the habit of brainstorming ideas for every email you send.

    Grab a piece of paper (or open a document on your computer) and set a timer for 10 minutes. Brainstorm subject lines for your latest email, and don’t stop until the timer goes off.

    Then set the timer for another 10 minutes, and try to brainstorm the same amount of headlines again. For example, if you wrote 25 headlines in your first 10 minutes, try to write 25 more in the second brainstorming session.

    Then choose the one headline you’ll use for your email — or pick two or three if you’ll be split-testing your subject lines. (More on this below.)

    How to find out what subscribers really want

    Split-testing (or A/B testing) can be a powerful tool for improving your email subject lines.

    When you split-test emails, you send one subject line to one part of your subscriber list and a different subject line to another part of your list. Then you track both emails and monitor which one performs the best.

    You decide which performance metrics to track, but open rates, links clicked, sales generated, or a combination of these actions are typically measured.

    Most email service providers equip you with a way to split-test your subject lines. Check with your email service provider’s knowledge base or tech support team if you have questions about implementing a split-testing campaign.

    When testing your email subject lines, consider:

    • Including your recipient’s name in the subject line (personalization) vs. no personalization
    • Trying short vs. long subject lines
    • Experimenting with specific vs. general language
    • Communicating the same topic in different ways (For example, test “Are you dreaming big enough?” against “Why you must dream bigger”)
    • Capitalizing the first letter of each word (title case) or only capitalizing the first letter of the first word (sentence case)

    As you split-test your subject lines, track your results so you can continually learn about what your audience likes and what causes them to take action.

    Captivating subject lines move the needle

    Optimizing your subject lines to increase opens and clicks is one of the best ways to improve the results of your email marketing campaigns.

    Dedicate time to writing benefit-rich, curiosity-provoking subject lines and testing them with your audience to learn more about what they want and need.

    When you implement this practice, you’ll see a noticeable increase in the amount of people who respond to the calls-to-action in your messages!

    Read other posts in our current email marketing series

    About the Author: Beth Hayden is a content marketing expert, author, and speaker who specializes in working with women business owners. Want Beth’s best blogging tip? Download her free case study, How This Smart Writer Got 600 New Subscribers by Taking One Brave Step.

    The post How to Write Email Subject Lines that Make People Stop, Click, and Read appeared first on Copyblogger.


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    Google Not Crawling “Click To Expand” Content Now?

    A few months ago, Google acknowledged that render your full page as a normal user would and this is something webmasters picked up on…


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    SearchCap: Google Timeline Knowledge Graph, AdWords Click Fraud Service & Google Axing Features

    Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: How To Conduct A Winning Local Search Audit Every week, our support team at BrightLocal fields numerous questions from our customers about how best to conduct a…



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    Pinterest Generates Four Times More Money Per Click than Twitter

    CoxBlue Pinterest 1Pinterest can generate you four times more money per click than Twitter and 27% more than Facebook.

    How’s that grab you? Before you rush off and start pinning, I’d like to remind you that your results may vary and probably will because unlike Twitter and Facebook, Pinterest has a very specific audience.

    QuickSprout would like to help you succeed in this area, so they’ve put out an infographic called “How to Increase Your Pinterest Engagement by 275%.” (And that’s a very specific number.)

    The graphic begins with the usual info; Pinterest is 80% women and moms are more likely to pin than the “average American.’ Proving the point that moms are anything but average!

    First interesting fact: 500,000 businesses have accounts on Pinterest. Wow. Facebook has 15 million business pages so Pinterest still has a long way to go but I’m still impressed by the number.

    47% of US online shoppers say they bought something as a direct result of a Pinterest recommendation. And buyers who came from Pinterest are 10% more likely to complete the transaction compared to those coming in from any other social media site.

    Pin to Win

    If you’re in the fashion industry, Pinterest is your playground. 87% of fashion activity comes from the community. That means people are engaged and interested and they’re spreading the word. On the other side there’s electronics where the activity is split almost in half between consumers and brands. If brands are doing most of the talking in a category, it’s not working.

    QuickSprout says there are a few things you can do to increase your chances of becoming a popular pinner. As with all advertising, a call to action makes a huge difference as does including the actual price of an item. People love tutorial pins but dislike faces.

    QuickSprout Pinterest engagement

    People are also more likely to repin colorful photos especially those with red, orange and brown. But forget those blue photos, people don’t like them. (Hopefully you don’t work for the Blueberry Commission.)

    Best time to pin is between 2 and 4 pm EST and 8pm to 1am EST.

    As with all social media, the real key to success is becoming a part of the community. Repin and like other people’s pins. Leave comments. Follow other pinners. They also suggest you thank people for repinning. This is something I generally don’t do because on a busy page you could be writing thank you comments for an hour. Try it and see if it helps your repin rate.

    Are you using Pinterest for your business? Is it working or are you struggling to keep up or both? We’re always interested in hearing about your experience.

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    Wait, Was That a Click or a Conversion?

    Image of Two Muscle Cars Racing

    That’s the problem with discussions of social media ROI today.

    Unless your company ponies up for enterprise level social media management software, you’re left to use free or low cost platforms that offer little more than click tracking data.

    But it’s all you have, so you use the data to develop and manage your ongoing social media strategy.

    The problem is, once you upgrade to a social media monitoring platform that includes conversion tracking, you begin to see a very different world.

    A world where not all clicks are created equal.

    The folly of click data

    The world loves free — especially free — data, insight, helpful tips, etc. Thus, when you’re creating and sharing helpful content, people click on it.

    Many content marketers mistake this click for need when often, it’s simply an indicator of interest.

    For example, let’s say you post a lot of content around B2B digital sales & marketing strategy and consistently see good click-thru numbers on those links. Specifically, you may see a lot of clicks from inside certain LinkedIn Groups that focus on B2B sales & marketing.

    Because of this, you assume those groups want and need advice about developing B2B sales & marketing strategies — something you do. So you devote more time to those groups beyond just posting your content.

    You monitor the Daily Update emails, you participate in various discussions and begin to connect with other members.

    Meanwhile, you’re not seeing as many clicks from another platform — let’s say Facebook — so you dial down the time you spend there to focus more attention to those click happy LinkedIn Groups that seem to love your content.

    But you have a big problem.

    You don’t really know if the social media activity is converting to new leads, downloads or subscriptions, or if you’re just helping educate a lot of people that will never do business with you.

    Turning links into leads

    The missing link (pun intended) here is conversion tracking.

    It’s not enough to use Google Analytics to determine that your social and content efforts are driving traffic to your website, you need to define the high quality from low quality traffic. The only way to do that is by tracking conversions.

    For every social media post you make, you need to understand how many clicks and conversions (downloading a white paper, subscribing to a newsletter, or buying a product) were generated.

    To do this, I suggest you invest in a social media management and tracking platform that will produce customized short links for each social post you create … and track traffic from those links all the way through conversion.

    There are a number of enterprise level solutions that will do this but for now, let me show you a simple real-world example of how I use this conversion data to better target my social media marketing efforts.

    How conversions inform your strategy

    The single most valuable benefit to comparing performance by click and conversion is time and effort management.

    The insightful reports can be quite eye opening and really help you focus your limited time and attention to drive the best results for your business.

    For instance, look at this campaign snapshot for my new book, The Invisible Sale.

    Because most people are not going to purchase a book that is still nine months from publishing (this campaign was in April) we designed the campaign to drive awareness of the book and newsletter subscriber sign-ups. The figure below is showing the click and conversion (people who clicked through and then signed up for my Painless Prospecting newsletter).

    If I was only looking at click data, I might feel that I need to place more effort on Twitter and less on Facebook and LinkedIn as Twitter drove significantly more clicks.

    But take a look at the conversion column.

    It tells a very different story. Each of those platforms drove four conversions. However, LinkedIn drove those conversions at a much higher rate. Thus, if I’m looking for the most profitable platform to place my limited resources (time and effort) than LinkedIn would seem a better option.

    Think of it this way …

    When someone clicks on your content, they’re indicating an interest or curiosity. They’re window-shopping. And in the world of business prospecting, they’re invisible.

    But when they take that next step … when they trade you a piece of personally identifiable information, such as an email address to subscribe to a blog, they become a visible prospect.

    And that should be the goal of your social media efforts: To create and share content that turns invisible prospects into visible leads.

    The benefits of conversion tracking

    Conversion tracking isn’t just a better, more accurate way of reporting social media ROI.

    It’s a better way of developing a social media plan of attack. The single biggest challenge marketers have today is regarding time … or maybe better stated, the lack of time.

    If you’re merely tracking clicks, you very well may be spending a lot of time producing and sharing content with window shoppers instead of developing truly valuable relationships with true prospects.

    About the Author: Tom Martin is a 20+ year veteran of the marketing and advertising industry with a penchant for stiff drinks, good debates and digital gadgets. He is the founder of Converse Digital , author of The Invisible Sale. Get more from Tom on Google+, Twitter, or LinkedIn.

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    5 Data Insights into the Headlines Readers Click

    Posted by Nathan_Safran

    A Conductor study finds that the more explicit a headline is as to the reader takeaway, the more the headline resonates.

    The new digital economy has created a wealth of new opportunity for modern marketers across search, social networks, and digital channels. Digital marketing has brought with it the opportunity to create leads, drive engagement, and drive sales at costs far less than traditional offline channels.

    In some ways, though, online marketing has been victimized by its own success. Viral media site Upworthy’s co-founder Peter Koechley describes it this way:

    “When we look at the media landscape, we see there being more of a demand problem than a supply problem — how do you get people to care about important stuff amidst the avalanche of content we all face each day?”

    With the growth of online marketing, both the channels and volumes of content competing for our readers’ attention has exploded, making it increasingly challenging to stand out. Consider the following statistics:

    • Explosion in content competing for readers’ attention: A Day in the Internet shows that 2 million blog posts, 294 billion emails, and 864 thousand hours of video are created daily. Each day also brings 400 million tweets.
    • 80% of readers never make it past the headline: According to some sources, on average, eight out of 10 people will read headline copy, but only two out of 10 will read the rest.
    • Traffic can vary by as much as 500% based on the headline: According to Koechley, tests show that traffic to content at Upworthy can vary by as much as 500% simply because of the headline. “The headline is our one chance to reach people who have a million other things that they’re thinking about, and who didn’t wake up in the morning wanting to care about feminism or climate change, or the policy details of the election,” he said.

    Measuring which headlines resonate with readers

    Given how significant a headline can be to click-through rate in both search and social online channels, here at Conductor we decided to test different headline types to determine those that resonate most with readers. Although it would be interesting to measure this by analyzing actual click traffic (and we know that there can be a difference between how respondents say they will click and how they actually do), it can be difficult to precisely test by getting multiple headlines for the same article in front of readers. Taking the survey approach also gave us the ability to gather demographic data about respondents to determine if headline preferences differed across specific groups.

    To start, we analyzed a large sample set of headlines across multiple online publications and social networks to determine if there are general ways in which headlines are written. We determined there to be five high-level headline types:

    • Normal (Ways to Make Drinking Tea More Delightful)
    • Question (What are Ways to Make Drinking Tea More Delightful?)
    • How to (How to Make Drinking Tea More Delightful)
    • Number (30 Ways To Make Drinking Tea More Delightful)
    • Reader-Addressing (Ways You Need to Make Drinking Tea More Delightful)

    Using actual headlines from multiple content sources including BuzzFeed, The Huffington Post, and the Conductor blog as starting points, we showed respondents headlines written in each style for three different articles and asked them to select the headline that resonated most.

    BuzzFeed is onto something with its headline choices

    Before we dig into the findings, I want to draw your attention to content aggregator BuzzFeed and its quirky CEO, Jonah Peretti. A recent New York Magazine profile of Peretti describes how he began a study of what makes content resonate after accidentally creating a viral sensation as a graduate student at MIT (and later as part of the team that created the Huffington Post). “I’ve spent over a decade thinking about how ideas spread,” he says.

    Close analysis of the front page of buzzfeed.com shows a number of things. First, what in the world is a boozy milkshake, and how could there be 26 different ways to make one? Second, and more to the point, they use ‘number’ headlines a lot. In fact, at the time of this writing, every other headline on the front page is in number format:

    Turning now to our findings: As you have probably guessed by now, “number” headlines resonated most by far — a full 15% more than the second place “reader-addressing.” (More on what we think this means in a bit.)

    Looking at headline preferences across gender groups, we can see that females were even more predisposed to “number” headlines than males. Interestingly, across all the questions we asked, this was the only one in which we saw any significant difference among demographic groups:

    Superlatives: Either hit me with it or understate it

    Next, we tested respondent tolerance for superlatives in a headline. We showed them several different headlines that had between 0 and 4 superlatives in the headline and asked them to pick their favorite:

    • The 27 Ways to Train a Dog (0 superlatives)
    • The 27 Best Ways to Train a Dog (1 superlatives)
    • The 27 Best Ways Ever to Train a Dog (2 superlatives)
    • The 27 Best Ways Ever to Train a Perfect Dog (3 superlatives)
    • The 27 Best and Smartest Ways Ever to Train a Perfect Dog (4 superlatives)

    The data shows more than half of respondents (51%) like the understated approach, preferring to click headlines with 0-1 superlatives. Interestingly, tolerance for superlatives tailed off until the headline packed with 4 superlatives, which had a full quarter of respondents stating they preferred it. These findings suggest readers prefer an understated approach or that the author shoot for the stars and tell the reader in strong terms why their content is worth reading, but the middle ground is to be avoided.

    One out of five respondents don’t seem to mind if you YELL AT THEM

    Next we surveyed respondents about their headline capitalization preferences. Several headlines with distinct capitalization styles were shown to respondents and they were asked to select the one that resonated the most with them:

    • The 5 steps to prepare for the impending zombie apocalypse (lower case)
    • THE 5 STEPS TO PREPARE FOR THE IMPENDING ZOMBIE APOCALYPSE (capitals)
    • The 5 Steps to Prepare for the Impending Zombie Apocalypse (sentence case)
    • No preference

    The data showed that respondents strongly preferred sentence case, but, surprisingly, 1 out of 5 respondents preferred the more authoritative capital letters. As described above, there was little difference in responses across demographic groups. While we don’t recommend that content creators suddenly start writing their headlines in all capitals, it was interesting to see that a significant segment preferred that style. Otherwise, the group overwhelmingly preferred traditional sentence case.

    Write headlines that leave no ambiguity

    Although a follow-up study that thoroughly examines why certain headline types resonate over others would add greater insight for marketers and content creators, we can offer a hypothesis about what the research findings say about how to craft headlines.

    As we started out saying, there has never been more content vying for reader attention — more channels, more content, more publishers all competing for our time and mind share. This means the modern internet user is forced to be more discerning about the headlines they click on, and is hyper-cognizant of where they are investing their time.

    The commonality among the top three resonating headline types vs. the bottom two is that the more the headline type resonated, the more explicit the headline was as to what the reader was going to get out of reading the article.

    Put another way, humans don’t like uncertainty. A headline like “30 Ways to Make Drinking Tea More Delightful” removes any ambiguity about what the article is going to do for me. It tells me exactly what I will and will not get from it: It is going to give me a specific number of ways to make drinking tea more enjoyable. This may be a reason why BuzzFeed has found such success with readers using these headline types.

    Likewise, the second most popular headline type, reader-addressing, is also very explicit and direct about what I will get out of the article (Ways You Need to Make Drinking Tea More Delightful).

    Contrast that with the least popular headline type, the question (What are Ways to Make Drinking Tea More Delightful?), which, perhaps given the phrasing, leaves in place a certain amount of ambiguity for the reader.

    Conclusion: three essential tips when crafting your headlines

    While we are not saying it makes sense for every publisher to try and become the next BuzzFeed, and we don’t think the data suggests a directive to publishers to write every headline in “number format,” we do think it serves as a reminder to publishers of the following guidelines:

    1. Don’t forget the headline!
      Too many content creators invest a great deal of time and energy creating awesome content, but then tack a “meh” headline on as an afterthought. Remember — 80% of readers never make it past the headline, so spend the extra bit of time to create a great one that grabs the reader’s attention.
    2. Be as explicit as possible about what your content will and will not do
      There are a bazillion pieces of content clamoring for your audience’s attention. Our data suggests that the clearer you can make your headline as to what the content will and will not do, the more that headline will resonate with your audience.
    3. Don’t forget to craft “headlines” in search, too
      The search results are no less of a “headline click decision” for your audience than other online channels. Make sure you are putting your best foot forward when enticing readers to click on your website in the search results by following rich snippet best practices, and by leveraging schema.org to include visual markup (shown to increase CTR in many cases). (This is a great resource for more information on implementing schema.org markup.)

    At the end of the day — if nothing else — this research should remind us that headlines are at least as important as the content itself in capturing reader attention in both search and social. Content creators, be sure to give headlines proper attention before publishing content.

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    Bing: More Than 50% Of Searchers Click The First Result; 75% Click On Deep Links Result

    The value of ranking first on a search results page is no secret, but today Bing is putting some hard numbers on it: More than 50 percent of Bing users click the first result, and more than 75 percent click there if the first result includes Bing’s deep links. In a blog post today, Dr. [...]



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    3M on Winning the Second Click with Big Data Appliances at BrightEdge #Share12

    On wednesday SEW will be moderating a panel at BrightEdge Share 12, on the theme of a “New Direction of SEO.” We got a chance to catch up with panelist, Raj Rao from 3M to get his perspective on the future of websites, social media & search engines.
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