The key to driving incremental sales combines segmented bidding strategies, contextualizing ACoS metrics and proper campaign structure. Every marketer worth their salt is concerned about incrementality. Companies have, and should be, reevaluating their budgets, channels and service providers based on the ability to drive sales from advertising that they wouldn’t have captured otherwise. When it…
So your business has taken the plunge into social media. You have a Facebook page and are actively tweeting and blogging. Best of all: You’ve got a growing list of social media followers. But are those fans buying your products? What can you do to help convert them into loyal customers? Here are six tips…
People love Black Friday and Cyber Monday because it means that most of their go-to stores are going to be fighting each other in a race to rock-bottom prices. Folks love a good deal, that’s no secret. However, today’s shoppers love something else even more: a genuine connection with the brand they’re buying from. While…
Thanksgiving kicks off a pretty crazy time for, well, everyone. But amidst all the planning, cooking and shopping, it’s important to reflect and express your gratitude for the people who have supported your business throughout the year: your customers. Here’s how to give thanks and boost sales this holiday season. Offer retail therapy. The stress…
Web visitors are a fickle bunch. They’ll stop by your landing page after becoming interested in your banner ad or Google AdWords ad, and then they’ll put on their “Judge Every Book By It’s Cover” hat and give you roughly 5 seconds to impress them. If an FBI agent appeared at your door in t-shirt and jeans, and started…
The pressure to acquire and retain users is high—to put it mildly. When you’re a funded startup with investor pressure, as many are, this need to grow and sustain velocity can be yet more acute. After all, Service offerings have unique character. As technical infrastructure gets standardized and integrations become easier, more and more tools…
Value is emotional, largely unconscious and we as consumers can be influenced by surprising things. Today we look at several case studies on value perception that you may consider testing on your own site and promotional campaigns. Try charm pricing — with caution You’re undoubtedly aware of charm pricing — the oldest pricing tactic in…
You had trouble sleeping again last night. Up until the time you got into bed, you were looking at their Twitter feed, their YouTube channel, and their website. It’s your competitor. You’re completely preoccupied with everything they do … and for a seemingly good reason. Their customer base seems to keep growing and they keep…
It doesn’t matter how good you are—some customers will be unhappy. If you’re lucky, they’ll complain. That may sound odd, but remember that 95 percent of dissatisfied customers never complain in a way you can find it. So the five percent that do complain are doing you a favor, for two reasons: They tell you where…
Increase online sales. It’s the primary goal of countless businesses, large and small alike. Whether you run a mom-and-pop retail business or work for a vast ecommerce giant like Amazon, increasing sales through online channels is a little like bowling a strike – it looks a lot easier than it actually is. Fortunately, there are dozens of ways…
