Using Paid Search in an Omni Channel Marketing Strategy

Originally posted on BuyerGenomics. What follows is a deep dive by the Head of Strategy for Endai, Damian Bergamaschi, on how to use paid search in an omni channel marketing strategy. Key Takeaways: Don’t look at the aggregate CPA. It is not reality. Look at your search term data to create a search acquisition matrix to better understand how your metrics really look between brand and non-brand and net new acquisition and existing customers- the mix of those four items. Build a strategy that shifts the dollars to the best performing quadrants for your business. Create an omni-channel strategy that nurtures individuals from brand aware and net new customer acquisition into the brand loyal quadrant using quadrant shepherding as a strategy. Have the goal within your organization to get to the place where you can do what the most sophisticated brands do which is actually to bid on search based on lifetime value- also known as ROI-based bidding. Transcript: So today we’re doing a little bit of a different format. I will be doing my first solo episode. What we’re going to try to do today is understand the effectiveness of your paid search investment, and we’re going to go through it using my experience, having worked deeply in segmenting paid search accounts to basically uncover some opportunities for you guys to think about. If you have any questions about stuff that we cover because it might be a little in-depth, feel free to email me at dbergamaschi@endai.com or at dbergamaschi@buyergenomics.com So the very first part of understanding the effectiveness of your paid search investment is to first determine well,...

Universal Analytics for Google Analytics is Here

We’re excited to share news that the Public Beta of Universal Analytics is here. While we’ve been discussing it internally since a private release about six months ago to GA Certified Partners at a meeting in Mountainview, the value has been clear the whole time –“your data,” now linked to GA data you know. In slightly more technical terms –we can extend the record on each user interaction to include many things that GA _doesn’t measure_ today. The benefits of using Universal Analytics to businesses are: Seeing how customers engage with your business across various devices and touch-points, including POS/ in-store and other offline data sources that can now be linked to your GA browse data Connecting sales calls that originated, or correlated with online activity for analysis of online & phone call interaction Insights into the performance of your mobile apps (Google’s tech spec on tracking mobile apps ) Improved performance on your site by reducing client-side overhead (stuffing custom variables, and other Javascript heavy approaches power users of GA sometimes use) Improvements of lead generation and ROI by incorporating offline and online interactions so you can understand which channels drive the best results, We are already working on implementations of Universal Analytics across many events, and will be sharing much more shortly. The possibilities are endless, and we’ll share updates here on our blog. If you need more information about Universal Analytics, call us, we love talking about and working with customers to make data turn to...

Google Analytics Consulting: Adding Value and Meaning to Your Data

The main goal of Google Analytics Consulting is to provide its users meaningful data. The idea is that once users have that data in front of them, they can use it to make more informed decisions. Goals unique to each business that use a Google Analytics Consulting service are factored in to each account. This provides easy access to performance data and builds confidence when it comes to making online marketing decisions. The right Google Analytics Consulting program will result in increased online revenues. Google Analytics Consultants offer comprehensive analytics consulting in the areas of strategy, implementation, optimization and training. Your company can gain valuable insights through Google Analytics, but in order to take full advantage of the software, companies should seek the services of a certified consultant. Sometimes companies require more in depth analysis to ensure the integrity and accuracy of implementation. A Google Analytics Audit is often the solution. The audit will determine if your company is tracking its Return on Investment and Performance Metrics properly. A Google Analytics Audit will ensure the integrity, specificity and accuracy of site performance data. The data your company uses to make decisions may not be the best possible representation of your website’s performance. The Google Analytics Audit was created to be absolutely certain you have meaningful and actionable data. Once this data is available, it can be used to continuously improve your website and online marketing. The way an audit works is a Google Analytics Consultant is presented with a company’s objectives, they perform a diagnosis of the company’s account, evaluate its tracking needs and provide a detailed recommendation. From...

10 Tips to a Better Email List

Commercial email beats out the next closest online marketing competitor by 100%. According to a report from the Direct Marketing Association, email boasts a return of $40.65 for every dollar spent, leaving it as the highest ROI form of marketing communication available to business. In order to reap returns that high, companies need to have a strong and engaged subscriber list, with a proven record of being receptive to your message. After over a decade in email marketing, Endai has narrowed down the secrets of list-building to 10 points. 1. Always Opt-In: Never subscribe people without prior permission. Even giving a clear opt-out mechanism will not save you from spam reports, unsubscribes. 2. Allow Customers to Connect: Tie email subscriptions in with other conversion points to allow customers who already like your products to connect via email. For example, offer email subscription as part of the checkout process. 3. Don’t Make Subscribing an Afterthought on Your Website: We notice a lot of companies ignoring their mailing list sign-up on their websites. Don’t throw it in as an afterthought. Plan your subscription funnel with the same rigor that you plan your sales funnel. 4. Cross-reference Email Content with Other Channels: If you have a popular blog, Facebook page, or Twitter stream, mention content found in your newsletter and link to it with an invitation to subscribe. A simple link and invitation can introduce a large and untapped audience to your mailing list. 5. Give Something to Get Something: An email address is inherently valuable, and your customers recognize this fact. Bartering something of value to your customers is a great...

Measuring Customer and Prospect Intent Before You Invest in Time and Resources

80% of your business comes from 20% of your customers – a rule that should be familiar to any B2B executive. While its importance isn’t in dispute by anyone, finding the 20% and optimizing your sales funnel to focus on them can be difficult. Especially when trying to identify which of your prospects might join that 20% in the future. Identifying Big Purchasers Before the Purchase Oftentimes it is critical to identify prospects who may turn into large buyers before they have purchased a single item or service. So the question becomes: how do you find and target the 20%? Endai’s solution is the Email Engement Score. The Email Engagement Score is a method to quantitatively track and prioritize sales efforts to target the most engaged and receptive prospects, allowing you to segment your list by behavior instead of less predictive methods like demographics and self-reported data. How Does The Email Engagement Score Work? The Email Engagement Score is generated by aggregating user actions and assigning a value to certain behaviors. For example, opening an email is an action that represents interest in your company or product. Clicking on a link within the email is an even stronger signal of interest, or engagement. By assigning meaningful values to actions and analyzing individual behaviors and responses to your email marketing campaigns, your sales team can get a significantly better understanding of where to focus further outreach. You can also segment your mailing list by behavior instead of metrics with traditionally poor predictive rates such as company size, job title, or annual revenues. Why Segment Lists By Behavior? The Relevancy Group,...

Online Gift Card Sales: Operational and Marketing Considerations

Online Gift card sales is expected grow at a rate of 29% annually to reach $5.8 billion* by 2014. While many business to consumer Brands offer Gift Cards, there are specific, and potentially profitable considerations to think about regarding online marketing. It is important for retailers to have a gift card system that leverages the best practices for tracking, promotion and marketing functionality. When developing a gift card site, we suggest the following: Saving a Source ID with the order will enable you to analyze data at the order level.For Example: Assigning a different Source ID to your Paid Search and Email campaigns will allow you to quantify the results of both programs separately. This will enable you to calculate Orders, Life Time Value, Average Order size, etc. by marketing channel. Tracking search terms from Paid and Organic Search with each order enables you to optimize search based on sales (especially valuable for SEO generated sales).For Example: Before you start an SEO program, you can see which search terms are generating orders and the size of those orders. Now, when you start your SEO program, you have a set of search terms that you know drive some level of results. The site should be able to fire individual conversion pixels which will enable you to run an affiliate sales program with accurate performance metrics.For Example: With individual conversion pixels you can run on multiple affiliate networks while ensuring that you are accurately tracking each. Shipping confirmation emails should also include the Shippers Tracking URL. This reduces the call volume/expense associated with Customer Service. Customers should be able to ship...