Display Remarketing: 5 Biggest Tips from Google’s Best Practices

Google best practices recently updated their  guide to Remarketing on the Google Display Network. We’ve sifted through all this new information so that you don’t have to. Instead check out the five major tips and takeaways from Google’s Best Practices all right here for your convenience.

 

  1. Choose the Best Remarketing Tag for Your Site: Google supports three different types, or options, of tags. Find the one that’s right for you and implement it throughout your site. Chances are you’ve already been using either the Google Analytics Tag or the Adwords Tag if you’ve done any remarketing. If you’re starting fresh or want a better understanding here’s a quick synopsis for all three tags types.
    • The first tag is Google Tag Manager or GTM. GTM is the perfect choice if you are just starting a new website. GTM is very user friendly and works well with all Google and third party tags along with having an easy to use interface.
    • Second is the Google Analytics Tag. This tag is great if you are already using Google Analytics as you can go into your advanced settings in the user interface and Enable Advertiser Features to turn on remarketing automatically. The Google Analytics tag also allows you to customize your remarketing lists based on a wide range of factors.
    • The final tag type is the Adwords Tag. The Adwords Tag works best if you are interested in only enabling remarketing and less concerned with analytics. The Adwords Tag can be based on web pages visited or customized definitions. This tag pares down other options that may bog you down or aren’t necessary for your site or remarketing efforts.
  2. Tag Your Entire Site: It may sound simple and obvious but it’s easy to miss pages and leave some tags off of your site. Go back and check your site, or check in with your webmaster, to see if any of your pages are missing tags. If you are missing tags you’re probably failing to capture all of your remarketing chances leading to missed opportunities to create a new customer or strengthen your existing customer relationships. Included in tagging your entire site, both the desktop and mobile versions, it’s best practice to use a container tag. The container tag covers the whole site and allows you to easily add or change tags on individual pages, making the task of remarketing to your visitors quicker and easier. As mentioned above, Google Tag Manager is a great way to handle tagging individual pages with ease.
  3. Segment Your Remarketing Efforts: Not every person that visits your site will be looking at, or for, the same things. Segment your customers into a range of categories based on specific behaviors to better remarket to them, you want to give them what they are looking for. A customer that visits your homepage and then leaves is going to respond to a vastly different remarketing campaign than a visitor that goes so far as to put products in their shopping cart but decides to abandon them at the last minute. Google Best Practices recommends breaking visitors down into five distinct segments based on how far into your site they have gone, to better target each visitor: homepage viewers, category page viewers, product and offer page viewers, cart abandoners, and past converters. Remember this is just a guideline and your specific site may have less categories to convert to segments or, conversely, more page categories to use in defining parameters for remarketing. Once you have broken down how to segment your audience, create lists based on those visitors that have reached the homepage URL, those that have gotten to category pages but gone no further, etc. all the way to those customers that have reached the confirmation of purchase page. Tailoring your remarketing ads will drive people back to your site looking for what is pertinent to them.
  4. Format Your Ads for Success: One ad type, size, or campaign is not going to be effective. Remember to have different campaigns and ads for each of the segments that you have created. A visitor that only went to the homepage may be more affected by a broad message than a category viewer that is likely only concerned with what category they viewed and don’t care about other products or services at this point. Along with the types of ads, size and frequency is important; hitting potential customers on their phones, tablets, and computers, using text and images all increase the likelihood of converting a visitor to a customer, or getting a customer to return for another transaction. Along with formatting ads for success looking into dynamic remarketing may be a good idea, especially if you offer a variety of goods and services. Dynamic remarketing automatically customizes your ads based on visitor patterns and behavior without you needing to create each individual ad.
  5. Target New Customers: Your ideal customer isn’t always going to find your site on their own. Sometimes people need a little push to get to your site and targeting those people is key to growing your business. There are two ways to target new customers, both using similar criteria and aimed at garnering more visitors and conversions. The first is Auto-targeting, this is the default condition for targeting new audiences and goes after only those highly probable conversion audiences. The audience, as a result, tends to be slightly smaller but is generally more likely to convert into a customer, especially if you use the ‘conservative’ setting for Auto-targeting. The second way to reach brand new audiences is through the Similar Audiences feature. Similar audiences features requires slightly more initial work up front: creating a new campaign, specifying the characteristics that you want to compare and how much you want to push your remarketing efforts to new audiences but the trade-off is that Similar Audiences can be a very successful step to generating more customers and reaching a great many potential customers with ads that resonate with them.


Everyone wants to be successful. In this age part of that is attracting visitors and converting them into customers. Remarketing is an effective tool to be used to increase a customer base, not only through those that have previously visited your site, but also through finding new audiences that share characteristics with your existing customers. Don’t be afraid to put the work in on the front end to create a great remarketing campaign. You’re guaranteed to see results if you do.

How to Maintain a Good Online Presence on Instagram

There are professionals when it comes to using Instagram, or so it seems. Visit some people’s Instagram profiles and you will be left wondering, “How does someone get one million followers on Instagram?” Actually, it is not that hard. The thing that you have to do is to make sure that you keep your audience pleased. You do not want people to be disappointed when they are visiting your social media profiles or because they did something for you on social media. There is no one who has time for mediocrity on social media. It is a case of the proverbial, ‘you are not the only fish in the sea’.

Laws of social media

There is the possibility that people are disappointed by your activity on Instagram and that is why they are not engaging with you frequently. Well, this is probably because you are breaking some laws of social media. Do not worry; they are not constitutional laws that will get you punished. One of such laws is being interesting- you have to be interesting for people to follow you and engage with you. This can be difficult but with Instagram, you can pull it off quite easily because it is all about images. Take time to create perfect photos that you will share on Instagram.

While you are taking time with your photo creation, be consistent and post regularly. Do not post a photo today and then another one two months down the line. Few people will be willing to engage with you then. Set a posting schedule that your followers can ‘follow’. Make it like a TV show, the one that everyone does not want to miss. It should come as no surprise that some Instagram users anxiously wait for users to post their content.

The law of reciprocity is probably the most important of social media principles. You cannot expect people to do things for you and you never do the same for them. For instance, do you want people to share your content? Then you should share theirs as well. Like people’s photos, follow them back; share their content and such things. This is one of the best ways to keep your audience on Instagram engaged.

Get help doing that

Sadly, keeping up with your accounts’ activities isn’t an easy task. As your account becomes more and more popular, you will need to make sure that you are available to check on its health. Basically, this means being active and engaging with your audience. This is not an easy job for many people. There is tons of other work that needs to be done and there is only you to do that work. There is always the temptation to postpone checking your Instagram account at that time when you have set to do that.

Before going any further into this article, it is worth pointing out that having an Instagram account can be a full time job for you. There are people who are making lots of money through their social media accounts. However, before you get to earn some cash, you must be commanding a large following and this is where an Instagram bot will come in handy for you.

In as much as using Instagram bots has been discouraged severally, it is a really helpful way to get your work done. On top of that, it depends on the bot that you decide to use. There are so many of them available out there and each has its features that could potentially have a negative effect on your site. Before you choose a bot, you should do your research well. Generally though, these software programs are very helpful for those people who do not have time to keep up with their social media posts.

How do bots help your account’s growth?

Instagram bots play a huge role when it comes to keeping an account growing. They do this in a number of ways:

1. Auto followinstagram

There is a habit of people following others on Instagram and when they are not followed back, they unfollow the person. Some will give you a time limit to follow them back and this could be just a few hours. When you are trying to run to class and go to work then pick your kids up from school, Instagram is not going to get a lot of time from you. Using these software programs, you can automate your follows. When someone follows you, they will be followed back automatically. This increases your visibility on Instagram. More and more people are able to find you on Instagram the more you are following others back. This is all thanks to auto follow.

2. Automated liking

It is possible to like people’s content even without logging into Instagram. It is only with the help of a bot that you will be able to do this though. You can program the bot to like content within certain parameters that you choose. Add hashtags that you want the robot to focus upon and it will do the rest of the work for you. This also increases your account’s visibility on the social media platform.   3.

Automated commenting and direct messages

You can program your bot to send direct messages to people who follow you back. It could be a thank you message to welcome them to your network. It can also comment on other people’s content automatically but you need to be very careful with this feature. You do not want to come off as a creepy Instagram user.

Conclusion:

The Instagram robots help a lot when it comes to maintaining your online presence on this platform. You can keep track of your account’s performance- who followed you and unfollowed you quite easily using these programs as well. There is the temptation to let these bots to do all the work. You should never fall for it. The bots are beneficial but only when they are used properly. This means that you should take some time to check on your account manually. In closing, it is worth mentioning that there are bots for just about all social media sites that are available online. Maintaining a good online presence on social media does not have to be so difficult.

The Best Content Marketing Piece of 2015

Content marketing took a huge step forward in 2015 and it doesn’t seem to be slowing down unless you believe that we have reached the tipping point of the content marketing and 2016 will trend downwards. That may be true for some facets of content, but the dynamic ways in which companies are creating new and varied content isn’t showing any signs of slowing its explosive growth pattern. The past year has seen some of the best and most innovative pieces of content marketing to ever be brought to light, and I would expect 2016 to be no different. But before looking ahead to the coming year, a reflection on the past is always helpful. With that in mind, I wanted to share the best piece of content marketing from 2015. There are many top 10 lists like this that are published every year, one of the best being from Contently.

 

It’s important to define how something is graded as the best, especially in a format that is as diverse as the content marketing landscape. With platforms ranging from videos to blogs to podcasts and more, comparing one piece to another presents a challenge, and in order to combat that coming up with some parameters is the first step. Three major criteria immediately came to mind; entertainment (no one is interested in a boring piece of content), desire for more content appealing to a wide audience (like a good book or a great movie, the ending leaves one wishing there was more to read or see), and finally, it has to be sustainable. The last one may be the most important in determining the best piece of marketing content in 2015. There were a great many pieces of content deserving of the top spot based on entertainment and the desire for more, therefore separating those pieces from one another requires a further parameter.

 

Now that there is a clear definition of how the best piece was determined let’s take a look at a couple of content marketing pieces that were great but wouldn’t get the top spot from me for a variety of reasons. The first is this short film by EA Sports, Madden: The Movie; this is a great piece of content and left me wanting more of it, it was that good. The video had everything you could ask for, from a content marketing standpoint. It had a high level of entertainment, appealed to everyone as a very self-aware piece of content, and definitely a piece that was shared many times. If you haven’t seen the video yet I highly recommend taking a look at it. Unfortunately, it’s only a one off piece, that can be repeated with each release of the game but that isn’t enough frequency to place it as king of the mountain.

 

The second content marketing piece that I thought about was the blog Line//Shape//Space. This blog covers all things manufacturing and building. The future of manufacturing is changing, especially with the advent of 3D printing, and these changes are going to be felt throughout the manufacturing industry and probably in every industry across the globe. This blog does a great job delivering new and fresh content. However, it didn’t quite reach the pinnacle of content marketing efforts for 2015 as it just does not have the mass appeal required to be the best. That said, Line//Shape//Space is an outstanding resource and highly recommended.

 

As much as I wanted to declare this next piece of content marketing to be the best of 2015 it fell just short of meeting my criteria. GE’s podcast The Message is everything one could want and hope for from a content perspective. In fact, The Message goes far beyond marketing and is great on its own from a pure production and entertainment standpoint. This highly entertaining eight-episode podcast hooked me from the very beginning. If you haven’t yet listened to it then stop whatever you are doing and go listen to the first episode right now. The only thing holding me back from giving The Message the top spot is that once the 8 episodes are over there isn’t anything else that follows it up. If GE continues to create a series like this every year that may cause me to rethink my position as knowing that there is more coming will fulfill my third requirement, that the content is sustainable.

 

This brings me to what I would call the winner of content marketing for 2015 and one that may come as a bit of a surprise. Van Winkle’s blog, the offspring of the mattress company Casper, is an unbelievable place of content for all things sleep related. This blog checked off all three of my prerequisites, it was highly entertaining despite a topic that may have seemed less than exciting before diving in, it kept me wanting more and always on the lookout for what was next and what new things I could learn, and finally Van Winkle’s is a highly sustainable piece of content marketing.  Sleep is something that we all need and most of us enjoy our time at night after a long day. While you may not think that sleep has an abundance of content to explore and that generating enough marketing content would be a next to impossible task, Van Winkle’s does an amazing job of just that. The content of Van Winkle’s is outstanding and easy to digest. The articles are all centered around sleep but that is a vast area of exploration as one can see from the site itself, the content seems to be never ending. Every article I read made me want to read another, from stories about Greek gods to dreams to even PTSD related sleep disorders, Van Winkle’s has something to appeal to everyone. With podcasts and videos becoming the driving force of content marketing it is almost surprising that a blog placed at the top of my list, but it just goes to show that there is no substitute for consistent quality and entertainment. Van Winkle’s has all of that in spades and that is why it landed at the top spot for 2015 content marketing.


A final thought on content marketing and how I came to the conclusion that I did. Van Winkle’s was competing with some outstanding and dynamic pieces of content but was still able to take the throne for 2015 as a blog that focused on one thing done in an extraordinarily creative way. Moving into the new year,  dynamic marketing efforts are only going to increase. I would venture to say that this is the last time that a traditional blog format will be as highly regarded, at least for the foreseeable future. There are so many other options; webisodes, podcasts, and films that will be shaping the future of content marketing that it would be a surprise if a blog remained or claimed the top spot.

 Discover who you match with on the Twitter Celebrity Personality App!

twittermatch

 

Watson Personality insights Service and Twitter data have combined to create an app that filters through your Twitter data posts to match that of a celebrity’s. Whoever’s tweets are the closest to yours will become your Twitter ‘match’.

 

First, you input your twitter handle and twitter searches through the API to get the most recent 2300 tweets from your feed. Then, it analyzes the language of your tweets, and find the different personalities through the API personality insights. It then compares your profile with 232 other celebrity photos who are matched with the service.

 

Finally, it sorts your highest and lowest matches calculated by the euclidean distance between the two profiles. Now, you have a celebrity match!