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First, let me give you a little intro. The new version of Google Analytics came out in October last year, and if you want to learn a thing or two about it, stick around, you've come to the right place. The previous versions of Google Analytics have always been the gold standard in web analytics. Universal Analytics (hereafter UA), with new technologies on the rise, became insufficient and that's where the new version jumps in with all kinds of new features like predictive metrics, audience triggers, enhanced cross-device user tracking, etc. UA can only be used for website business, and in case if you own an app, you will use Firebase. That means that if you have both you track separately different stages of what should be one customer journey. Google Analytics 4 (previously named Google Analytics Web + APP) is built on Firebase technology and it unifies your website and apps data. Amazing, right? What's even more amazing is that you don't need to own an app to utilize all of the new opportunities that come within GA4 cause it can also be used for web-only business. So what are the main differences and what are the key features of GA4? Cross-device tracking Until now there was no free solution that can process data from both website and app. It's for sure one of the most promising features GA4 has to offer because you finally have a solution for this problem. GA4 can track a complete customer journey across different devices and platforms. This is possible because alongside cookies GA4 uses two additional techniques to track and recognize users across platforms, devices and browsers; User-ID for your logged-in users and Google Signals, for non-logged users. For those of you who don't know, Google Signals is the data of users who are signed into Google account. GA4 focuses on the user and capturing the whole customer journey across different devices/platforms, instead of simple measuring and standalone metrics across platforms, devices pages. Event tracking In UA, interaction with the website is a hit. Hit types are pageview hit, event tracking, e-commerce hit, social interaction hit. In GA4 all hits are events. Events in UA are defined by event category, action, and label. This convention is now abandoned and in GA4 you use event parameters that you send alongside an event to describe it. You can send up to 25 event parameters per event. Another great upgrade when it comes to tracking is a built-in set of automatically tracked events. You need to enable this option in GA4, but it means you will be able to track events like page views, scroll tracking, site search tracking, file download, video engagement, etc. without any additional effort and coding. Predictive Metrics Another cool innovation from Google. Based on your historical data, Google's machine algorithms will try to predict the future behavior of your users. There are three predictive metrics* available so far: ✓ Purchase probability✓ Churn probability**✓ Revenue prediction We still don't have proof to confirm how valuable and precise these metrics are, but they sure sound interesting and they could have an important role and impact on your marketing strategy in the future. We'll publish an article on this topic as soon as we conduct research. * There are several prerequisites you must meet in order for these metrics to become available in GA4 ** The probability that a user who was active on your app or site within the last 7 days will not be active within the next 7 days. Advanced custom report builder – Analysis Hub Collection of reports previously available only to GA 360 users is now free for everyone. For me, it is the most prominent feature in GA4 because it unlocks a wide range of opportunities when it comes to reporting. Long story short, the process of creating non-standard reports is shortened and simplified and now you can create complex custom reports with no sweat. Following techniques of data visualization are available so far: ✓ Funnel Analysis report✓ Exploration report✓ Path Analysis report✓ Segment Overlap report✓ User Explorer report✓ Cohort Analysis✓ User Lifetime report No sampling Yes, you read it right. In contrast to UA where sampling is an everyday thing, the data in all GA4 standard reports will stay unsampled even if you apply a segment, add a secondary dimension, or use a comparison feature. However, sampling can occur in the Analysis hub if you exceed 10 million events in a custom non-standard report, but still, this is a breakthrough in terms of sampling problem. Conclusion Don't be intimidated by GA4, no matter how complex it looks at first glance. It's just different from what you are used to but over time you will get the hang of it. If you already have a GA4 implemented on your website/app you'll probably notice that a lot of features are not available yet, there is no option to create more than one view, referral exclusion is not yet supported, reporting in DS is far from fully functional, complex e-commerce reports and attribution reports are not there yet, etc. but Google keeps rolling out new features regularly and we hope over time most of the missing features will be added, and when that happens you'll be glad you did your homework and set up GA4 on time. If you're not using GA4 yet, no biggie, it's not late, but you should think ahead and start collecting the data today because it's only a matter of time when the GA4 is going to dethrone UA and become cutting edge web analytics tool that will help you to make better business decisions in future. Key takeaways ✓ No sampling in standard reports✓ Focus on the user and the complete view of the customer journey✓ Everything is an event✓ Free BigQuery integration✓ Cross-device tracking is finally a reality✓ Analysis Hub – advanced analysis tool is now available to everyone✓ Built-in IP anonymization✓ Insights based on machine learning look like something worthwhile The post GA4 – The future of analytics is here appeared first on SeekandHit.
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Photo 1: Result of the Google search and Facebook campaign.
Lead generation is a type of campaign that allows you to collect leads directly on Facebook through a form. Since the user doesn't even have to leave Facebook, the conversion probability is higher as it enables the user to stay within the app/website he was using before seeing the ad. Lead generation mobile-friendly format is a really good tool to get the extra leads that might help you elevate your business. That's not all. Here are a few more reasons why you should test this type of campaign. ✓ No-sweat setup. To get the lead generation campaign going, all you need is a couple of campaign images, good ad copy and a well-thought-out lead form questions. ✓ More mobile leads. Let's be totally honest – mobile traffic is increasing, but websites are not following the trend with their mobile design, which sometimes makes filling out a form a true nightmare. This is where the lead campaign jumps in – it auto-fills users information (full name, email address, country and sometimes even phone number), and the user only needs to answer the rest of the questions that are relevant to you. ✓ Right questions for the right audience. It's no secret that Facebook knows what users like. With lead generation campaigns, you can target a very specific audience and ask them relevant questions that will help you make the best business offer. ✓ Considerable campaign type variety. You can customize the campaign based on your goals – get more leads, newsletter subscriptions, event registrations, trial requests and much more. The sky is the limit. Everything is perfect until it's not. Even though this all looks lovely, lead generation campaigns are not for everybody. Some love it, but others have some real issues with the campaign results and optimization. If you're a part of the second group, and you have problems with your lead campaign performance, check the following. ✓ Are you asking the right questions? The right lead form requires work. If you're experiencing poor lead quality, try updating your questions to ensure you're getting the right customer who's in demand for your products/services. ✓ Are you targeting the right audience? Check if your targeting is ok. Are you using some negative lists that are blocking your performance, are you using targeting expansion, is your audience too narrow etc. ✓ Not sure where your leads are at? If you're unable to connect your campaign with CRM, you'll need to pull out your leads manually from your FB page at Publishing tools – Form library. There's also an option to use Zapier together with Google Sheets, where you can get an email notification in case a user fills out a form. ✓ When are you contacting the leads? One of the most common mistakes when using lead campaigns is that the companies let the potential customers cool off. According to Harvard Business review, users that were contacted within the hour of sending the inquiry were nearly 7x more likely to be qualified, compared to a lead that was contacted an hour later. Not to mention what happens with the leads that are contacted days after filling the inquiry. Our experience with lead campaigns Our delight with lead campaigns started with a client in a luxury travel segment who was investing heavily in the US market. Faced with fierce competition, the client's investment in search engines was rising constantly, and since the US is a pricey market, his CPAs were pretty high. After a while, we were asked to find a way to get more volume out of the campaigns without raising CPA significantly.Since we were covering all relevant keywords at that moment, we knew we needed to find something new. Lead generation campaigns seemed like a logical choice, and after the first pitch, we were given the green light. The client was happy with the fact that the new landing page was not mandatory, and by the fact that we can set up the campaign pretty quickly. After only a month, both we and the client were delighted with the results. We were able to double the volume of the campaign leads with significantly lower CPA of only 11$, which is amazing considering the US market and the costly travel industry. Even though the CPA was low and we gained a high volume of leads, we needed to know what's the lead quality. We were aiming to reach the quality lead ratio of 15% to ensure the campaign profitability (their quality lead ratio of other paid campaigns is around 25%). After feedback from the client, we were able to tweak the lead forms and ads with a couple of AB tests and achieve the targeted quality lead ratio. Conclusion Facebook lead generation campaigns are an amazing campaign type that can help you generate a significant number of leads in a short period. If you want to do a lead generation campaign properly, you must be able to contact your leads promptly and calculate the conversion rates (from lead to customer) to figure out the profitability of your campaign. If you're able to do that, we only have one question for you – what are you waiting for? The post Why should you test Facebook lead generation campaigns? appeared first on SeekandHit.
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Save the date (January 14th) and enroll in a free webinar we're organising with Google. For many B2Bs, the market expansion is a synonym for a nightmare. Poor market knowledge, size and complexity are just a few issues B2B businesses have to face with when entering new markets. To help you with the whole process, we teamed up with Google and developed a webinar in which you'll get the chance to hear first-hand tips on how to prepare for the global expansion of your business. Webinar: How to prepare for market expansion in B2B January 14, 13:00 – 14:00 Adrianna Stanoch & Ivan Frančešević What are you waiting for? Apply now. The post We're organizing a free B2B webinar appeared first on SeekandHit.
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Most advertisers nowadays are looking up to use an automated approach with a smart bidding solution to seek better results on different advertising networks and ways to accomplish goals for various campaign types. But is a smart solution always a “smart and right” approach in the case when you have predefined key performance indicators (KPIs) which you should follow? As the agency which started with advertising one of the most famous brands from the food industry a long time ago, we decided to test an approach with Google automated solution on two accounts. As the client is mainly focused on raising brand awareness, our focus in the strategy was running campaigns on Google display network so we could generate volume in clicks and impressions to achieve our target. The campaign goal was to achieve a certain number of clicks and impressions to be in the targeted range of KPI's. In order to maximize the number of clicks we decided to set up experiments in two different Google ads accounts according to the same parameters: using the same audience – affinity and custom affinity audience with the same demographics (gender and slightly narrow age range) using the same ads – responsive display ads and image ads with the same creative and copy using the same geolocation – targeting Croatian market Experiment split percentage – 50% different optimization strategy – enhanced CPC versus maximize clicks set up the bid cap – try to avoid increasing CPC above the KPI's Primary hypothesis: we assume that we will achieve more clicks with the maximize clicks strategy instead of using enhanced CPC. Hence, the idea was to achieve KPI target using an automated approach, not only in short terms but also through the longer period. The results of the experiment Did we achieve KPI's through the smarter & more cost-effective results with max. clicks strategy? The answer is no. After an approximate one month period of running the experiment, we got significant results for most metrics. Overview for both accounts below. Account 1. (Metrics with * are statistically significant) With eCPC strategy, we achieved more clicks & impressions with higher CPC. However, with avg. CPC we were still at the KPI target. With an experimental campaign using Max. Clicks we achieved significantly fewer clicks and impressions but also we were paying less for those amount of clicks. Account 2. (Metrics with * are statistically significant) In another account outcome was the same – significantly more clicks & impression with higher CPC in original compared to the experimental campaign. The only difference was in CTR which was higher in the experimental campaign. Conclusion – Don't tie smart bidding as you tie shoelaces So, according to the data from above, we may wonder if eCPC strategy is always a better choice than Max. Clicks in display campaigns? The answer isn't quite simple – we would like to emphasize that doesn't mean that an enhanced CPC is always a better approach than Max. Clicks, it's only a winner compared to the setup we used for the purposes of the experiment. Basically, we achieved cost-effective clicks (lower CPC) but we didn't succeed to achieve enough volume of clicks and impressions to be on target with KPI's. We can only assume a few reasons why Max. Clicks were under delivery and our hypotheses were refuted. when we set up the bid cap (same as eCPC campaign) on Max. Clicks with targeting an audience which is narrow through the specific age range we had tight smart bidding and constrained optimization to provide us more clicks. since an enhanced CPC will increase your max CPC bid when it sees a good opportunity, we shouldn't be surprised if the report occasionally shows average CPCs that are over max CPC. ECPC will try to keep your average CPC below the max you set, but your average CPC may exceed your max CPC for short periods of time. It means that Max. Clicks strategies with bid cap are “deceived” by eCPC possibility to exceed max CPC and without often tweaking campaigns we are also giving more space for optimization of one model to the slight detriment of another (in this case Max. Clicks). Our next steps are tweaking the campaigns and follow the series of tests with a different setup of Max. Clicks strategies. So, if you are using a narrowed audience (specific demographic) or the same settings in the campaign as we did, draw attention to the setup and think twice before running an experiment. Something similar when you are running. Check your shoelaces before starting. If they are tight too much, maybe it's not good for your performance in the long run! The post Challenges of automated optimisation on Google Display Network appeared first on SeekandHit.
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Ads attribution is one of the most confused and least understood topics in advertising. Facebook certainly makes it difficult for advertisers to work because, in addition to a large number of advertising opportunities, attribution is a topic that repeatedly results in heated debates in marketing departments. About Facebook attribution When people interact with your Facebook or Instagram ads, they can take a variety of actions such as visiting your website, watching a video or purchasing a product. Each of these actions is recorded. Thus when your ad leads to a conversion, Facebook will attribute credit to the ad in Ads Manager. It's important to have this data to see how well your campaigns and ads are doing and to determine whether you are reaching your goals. The number of days between when someone viewed or clicked on your ad and then took action on your website is referred to as an “attribution window”. Facebook reports on both views and clicks of ads taken within the attribution window. The default Facebook ads attribution window settings show actions taken within 1 day of viewing your ad and within 28 days of clicking on your ad. This means that your reporting will reflect data on conversions that can be attributed to the last ad click that happened within 28 days or the last ad impression that occurred within one day prior to a particular conversion, whichever happened last. You can change the settings for both the view and click windows to 1, 7 or 28 days. If your product or service is generally considered affordable, the majority of your conversions will happen soon after a click so it is appropriate to use a smaller time frame. The more money a product costs, the longer we can expect the decision to take and as a result, you will see more conversions happen beyond the 1-day click. In those cases, advertisers rely on a 28-day attribution window to include the resulting conversions. Removal of the 28-day attribution model According to Facebook's official announcement, “Upcoming digital privacy initiatives affecting multiple browsers will limit the business's ability to track human interactions across domains and devices. Among these limitations is the ability to attribute conversions to ads over longer periods of time”. Due to changes in the data tracking policy, Facebook will no longer be able to offer a 28-day time frame but will be limited to a 7-day review. The changes were originally due to take effect on October 12 and it was suggested downloading data in order to track the campaign's historical performance. For example, if in a 28-day click attribution window, you drive 20 purchases for €200 and you change it to a 7-day click window, it might say that you drove approximately 10 purchases for €200. Those results are then used to determine things like which ad sets or creatives are working, how to allocate budget, etc. If results mostly happen within 7 days of an ad click, the picture doesn't change much but for brands with longer sales cycles, this could be a real adjustment. If you use the default attribution model, there are a couple of things that would be best to implement. First, get familiar with your 7-day attribution results. This will be the new normal, so make sure you have a grasp on what your results tend to look like in order to identify issues moving forward. Second, make the necessary adjustments. If you have any rules that rely on data from a 28-day click window, you'll need to adjust according to the 7-day time frame. After the feedback from a number of advertisers, Facebook decided to keep the setting until the end of the year whilst next year this change will have to come to life due to the upcoming inevitable changes regarding web browsers. Browser changes in cookie handling (e.g. Chrome's intention to eliminate third-party cookies) are expected to override the 28-day time frame and push Facebook towards 7-day default attribution. Conclusion Facebook emphasizes that the 7-day attribution model is a more realistic representation of ad impact, reducing the role of 28-day attribution even though that setting has been their default choice for many years. They also point out that this type of advertising valuation will make the process itself more flexible for future privacy and browser changes. As privacy measures continue to move forward, there will undoubtedly be future changes in advertising settings. Many will continue to watch Facebook closely, especially since their history of privacy issues has been most visible to the general public. If you liked this one… How to Monitor ALL Twitter Visits in Google Analytics? Article GA4 – The future of analytics is here Article The post Changes in attribution settings on Facebook appeared first on SeekandHit.
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Every good story begins with a proper introduction. Hi, my name is Bruno and I'm an economics graduate. At the time of my graduation, I didn't have a job and I haven't accumulated an impressive amount of work experience which would make me stand out from my colleagues. Luckily, I've gone to an IT conference called DUMP Days and stumbled upon SeekandHit's stand. This was the first time I heard of SeekandHit and I've got to meet the team and learn more about their scope of business. They were super friendly and welcoming so I decided to send an open application letter. Although I had no relevant work experience, SeekandHit decided to, as the famous Swedish pop band ABBA would say, take a chance on me and they invited me for an interview. I've immediately begun my research, explored their services and clients, read their blogs which you are reading now (hello future colleague ?‍), looked up some interesting facts about PPC marketing, I've even stalked their employees on Facebook but all my efforts were in vain because we ended up having a normal conversation without any hidden catches. A conversation that resulted in a task I had to complete upon which they'd assess my skills and general way of thinking. There was no time to waste so I began dealing with the task immediately. The task stated as follows: “Create an advertising plan for a fictive firm Manistra&Rezanci”, simple as that. I had two options available; either I'd write down on a couple of pages all the campaigns and platforms I'd use, how I'd set up my targeting options and how I'd allocate the given budget or I could put my heart and soul into this task and make it completely my own. Needless to say, I chose the latter. I've decided to create and visualize the whole marketing strategy for this imaginary company starting from the strategic level. First I've thought about how I'd reach the given goals within the task. Which campaigns would be best to use and why. Should I prioritise Facebook or Google and how I would distribute the budget among them? Of course, it's not all black and white since you can't predict the success of your campaigns until you've actually published them and acquired some data. After neatly putting together my strategic plan for Manistra&Rezanci, came the fun part, visualizing the creative assets for the campaigns that would attempt to achieve set goals. I've got a chance to display my design and copywriting skills. I started with creating Facebook and Instagram accounts for the company in order to integrate the business with the community, a blog page with 5-minute pasta recipes to provide value for users through content marketing, a logo for the company and even the packaging design. In addition to giving an identity to the firm, I've also created ads that catered specifically to each target audience I wanted to reach and reinforced them with appropriate copy. After creating creative assets I ended the document with suggestions for further expansion, limitations of the work and a conclusion which in the end turned out to be exactly 80 pages long. Once I sent the document I was invited again for another interview where I got offered my first real job. The path was long and rough but in the end, it was all worth it. I'm grateful that SeekandHit gave me an opportunity and liberty to present myself with no restrictions. Every day I'm learning something new in this dynamic environment and looking for a way to improve myself and give back to the company and my colleagues. Following are some of my suggestions on how you can make your first steps in the world of digital marketing. Marketing articles Ideal way to get a glimpse in the dynamic world of digital marketing. There is more than enough information flowing around the web but we're sure these links could prove useful to you and keep you updated with all of the latest trends in the industry. Useful links: PPC Hero, Wordstream, Search Engine Land, Social Media Today YouTube tutorials The perfect way to get accustomed to the interface of the tool you will most likely use in the future. There are plenty of YouTube tutorials that cover all range of topics, from a beginner to a professional level. Facebook groups Why not be a part of a community that is fueled with the same passion and love for digital marketing as you? It's a great way to get to know other members, see what they are dealing with and interact in general. The digital marketing community in Split isn't that large and it's always better to know your future employer or colleagues, it gives you a better chance of getting that interview as opposed to someone who is a total stranger in the digital marketing community. Here are some of the Facebook groups you should join: Google Ads uz kavu, Društveni mediji, Marketing Meetup Split Online courses You can pass online courses and get certificates that you can later on use in your CV. Most of them are free and give you in-depth knowledge of valuable topics. Most notable mention goes to Google's official certificates which are free and available to everyone. Other honourable mentions go to: HubSpot, Udemy, Coursera and Lynda. Friends and neighbours In order to get some practical experience, ask your friends' parents, your local hairdresser or your neighbours whether you could manage their social media accounts if they own any. You can come up with ideas for photographs and the appropriate copy that would engage their followers. If all goes well you could even pitch a small budget to advertise their business, you never know. Competitions Don't be afraid to take part in various competitions. It's a great way to showcase your skills and give your solution to a certain problem. In the end, it doesn't matter whether you win or lose, the experience and the work you put into creating that final document is your reward which you can, later on, use in your CV. Associations and internships I made my first Facebook campaign while I was a member of DUMP. I haven't learned a tremendous amount but it put me on the board. I've got experience in using Facebook Ads Manager which later on definitely helped me get the job and catch up to everyone else. Joining an association is a great move because you get to learn the elementary skills you will need in the future without any great responsibility or risk. Same thing goes for internships where a firm will invest in you, show you how they operate and once you finish your internship there is a great chance they might even employ you since they already invested in you and it would be a shame if you joined somebody else. Conferences and meetups Both of these fall under the category of networking. My advice is that you should always be open to new introductions and friendships. I can't even describe to you what a relief it was to know that I already knew some people working at SeekandHit when I was about to have my interview. I'm sure most firms talk about people that are applying for the job and that's when it comes handy to know someone who works in the firm because that person could put in a good word for you. The goal of the article was to motivate you to do some things differently from today. If you put enough effort into everything you do then you won't even need luck to get your first job. ps. I hope to see you in the office, at meetups, conferences or online where we can share our experiences together! The post How I got my start as a Digital Marketer and what you can do to get yours appeared first on SeekandHit.
Tue, Oct 27, 2020 Source: SEO
Da, dobro ste pročitali, Google je odlučio pomoći s 340 milijuna oglasnih kredita malim i srednjim poduzećima kako bi im omogućio da ostanu u kontaktu sa svojim kupcima tijekom ovog izazovnog vremena. Mala i srednja poduzeća okosnica su naših zajednica te predstavljaju oko 90 posto svih poduzeća i čine više od […]
Fri, Apr 24, 2020
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Svaki objective ima smisla ovisno o tome što želite postići. Facebookov algoritam, koji pomaže dostizanju ključne metrike objectiva, se iz našeg iskustva pokazao prilično dobrim i dojma smo kako postaje sve bolji. Međutim, u ovom članku prikazat ćemo kako nije baš uvijek tako, barem ne u našem primjeru. Odmah […]
Thu, Apr 16, 2020
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Iako je većini tvrtki home office donedavno bio potpuna nepoznanica, mi smo već godinama primjenjivali taj način rada. Bilo da se ne osjećamo baš, imamo pregled kod doktora ili jednostavno želimo raditi iz naše vikendice i spojiti ugodno s korisnim, imali smo mogućnost rada od doma. I onda dođe […]
Fri, Apr 03, 2020
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Razdoblje je karantena, obustave većine industrija i općenito potpunoj izmjeni shvaćanja normalnog života, kako osobno tako i poslovno. Pandemija Corona virusa zatekla je i desetkovala svijet businessa. Većina firmi pauzirala je svoje poslovanje i oglašavanje u nadi da će se stvari ubrzo normalizirati. Međutim, u takvim situacijama stvara se određeni […]
Fri, Mar 27, 2020
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