Planning a Vacation Is Practice for a Great Life

When I was 13, my parents and I went to Europe on vacation. It was miserable. My father wanted to hit all the major sites, while my mother just wanted to relax. Because they couldn’t agree on what to do, none of us got the vacation we’d hoped for.
The…

When I was 13, my parents and I went to Europe on vacation. It was miserable. My father wanted to hit all the major sites, while my mother just wanted to relax. Because they couldn’t agree on what to do, none of us got the vacation we’d hoped for.

The post Planning a Vacation Is Practice for a Great Life appeared first on Nir and Far.

HubSpot Vs. Salesforce

HubSpot and Salesforce are two of the most popular CRM software tools on the market today. Both offer a full suite of…
The post HubSpot Vs. Salesforce appeared first on The Daily Egg.

HubSpot and Salesforce are two of the most popular CRM software tools on the market today. Both offer a full suite of...

The post HubSpot Vs. Salesforce appeared first on The Daily Egg.

How to Build Technology Use Cases For an Effective RFP Process

You’ve been appointed by your management team to run your company’s RFP for a new technology. This addition will affect many levels and departments within your organization, so it’s essential that the company considers as many opinions and capabilities…

You’ve been appointed by your management team to run your company’s RFP for a new technology. This addition will affect many levels and departments within your organization, so it’s essential that the company considers as many opinions and capabilities as possible. How can you make sure all opinions, requirements, and options are weighed and included in your decision?

Why you should give Google Analytics 4 a chance

There are a lot of big and valid complaints about Google Analytics 4. But you should go all-in. Here’s why.

The post Why you should give Google Analytics 4 a chance appeared first on Search Engine Land.

There is a lot of negativity out there when it comes to Google Analytics 4.

I get it. It’s a new product that looks, feels and works differently from what we’re all used to in Universal Analytics.

And, as many readers would rightly suggest, it’s still missing features. [Disclosure: I used to work for Google and helped build the foundations of Google Analytics 4]

All that being said, I’m here to offer an unpopular opinion: GA4 is actually a great tool. Not only that, it’s a lot more resilient for the future (think privacy, cookies and scaled data models). 

Over the next several months, I’ll be writing articles taking you through the ins and outs of key features, I’ll show you how to setup/analyze/customize, and much more.

But first, I wanted to address some of the bigger image issues facing GA4 today. So let’s look at some of the biggest complaints and counterpoints to why you should go all-in on Google Analytics 4. 


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Complaint 1: Universal Analytics is just fine, no need to rock the boat

Counterpoint: Actually, Universal Analytics itself is over 10 years old (released in 2012), and is built on the same code base as Classic Analytics (ga.js, circa 2007) and Urchin Analytics (urchin.js, pre-2005 acquisition by Google).

This codebase and product are old. Most of the software you are likely using has undergone significant changes and updates over the years, and your Analytics tool should too.

The fact is, Universal Analytics just wasn’t built for the internet that we have today. It won’t do well with new privacy regulations, cookie loss, etc. We need a tool that is purpose-built for the internet of today and tomorrow.

Speaking of privacy, GA4 has recently launched several new data controls and no longer stores IP data. This is great news.

Is it the solution to all our GDPR worries? No, probably not. But it’s moving in the right direction and the GA team is clearly working very hard on this to build controls and solutions that will work within the law and help GA users continue to be able to use Google Analytics as they see fit.

These new controls live under Admin > Data Settings > Data Collection > Location and device data collection.

New location and device collection controls in GA4

Complaint 2: GA4 has a lot of missing features

Counterpoint: GA4 is getting better every day. Is it perfect? No. But perfect is the enemy of the good, right?

Since its initial beta release in 2019, GA4 has continued to add new features and improve, and the pace of innovation is speeding up. Here are just some of the things launched in the past few months:

  • Sub-properties and rollups (360 customers only) 
  • GMP integrations – now free for all customers
  • New UTMs – woo woo! More campaign parameters to add!
  • Landing Page dimension – yessss!
  • New privacy settings – more granular controls
  • and there is a long roadmap to come…

Digging in on one point that is especially important for SEOs: GA4 finally has a landing page dimension! While there isn’t a built-in landing page report, you can easily build one using the new customization features we’ll cover in the next point.

Complaint 3: The New UI is awful, I can’t find anything in there!

Counterpoint: Don’t like it? You can change it!

For the first time ever in Google Analytics history, you can modify not only the left-side navigation but also the reports themselves.

This is something that digital analysts have been clambering for years, and something you could actually do in SiteCatalyst (throwback to what is now Adobe Analytics) since at least version 14, probably earlier (for context, SiteCatalyst v14 launched in 2009). 

Here are a couple of examples of what you can do with UI and report customizations:

  • Don’t like the report graphics? I personally hate the scatter plot graphic, so in most of my reports, I’ve removed it.
  • Want to make a report collection in the navigation just for the marketing team so they have a quick and easy way to access important reports? You can do this.
  • Are some metrics or dimensions in a report not relevant to your business? You can remove them.
Editing a report
Custom report collections showing “Krista’s Faves” and “Marketing Team”

Complaint 4: I hate the new data model. Sessions should rule everything!

Counterpoint: The new data model is actually pretty great. Universal Analytics relied on sessionization and this caused a lot of issues in the scalability of data and caused things like sampling in the UI.

GA4 uses an events and parameter data model, similar to many other product analytics tools. In this model, everything is an event, even a pageview is an event. This data model offers a lot more flexibility and structure. 

For example, an event in Universal Analytics was a unique combination of three dimensions (category, action, and label). You could end up with hundreds or even thousands of these events, and if the implementation was done over time or by more than one person, it likely lacked consistency in the structure or hierarchy of the event data.

GA4 streamlines this data model into recommended and custom event and parameter names, and differentiates the events themselves by the values collected, allowing a much more streamlined and structured implementation. 

I asked digital analytics expert Simo Ahava what he thought about the new data model. He said:

“What I most like is how open-ended GA4’s data model is, there’s a flexibility with the model that UA never had,” Ahava said. “UA was always handicapped due to the prescriptive semantics. Events had to be collected with category, action, label, and value. This led to a very static data table that suffered from technical debt and a sampling problem that got worse the more detailed your data collection was. 

“With GA4, you have freedom to choose what to collect, and how to collect it, and it looks like the reset of the data model makes the platform faster, more scalable, and more responsive to queries,” Ahava added.

Google Analytics 4 is a radical change

We’ve all grown very accustomed to the current version of Google Analytics. I can’t guarantee that the transition will be perfectly smooth.

GA4 is a completely different tool that you will have to invest in and learn. But if when you do, I’m betting you’ll come to appreciate the new things it brings to the table and how it will help you scale for the future.

The post Why you should give Google Analytics 4 a chance appeared first on Search Engine Land.

Webinar: Overcome third-party data challenges for CX success

Data-driven strategies and first-rate technology make a sublime customer experience.

The post Webinar: Overcome third-party data challenges for CX success appeared first on Search Engine Land.

A sublime customer experience allows customers to move from channel to channel without losing their place or the information they’ve entered. To successfully deliver these experiences, brands must meet current data, security, and personalization challenges with ambitious strategies and first-rate technology.

Join seasoned experts from Redpoint Global in a live webinar and learn how you can creatively collect first-, second- and third-party data to engage and retain consumers.

Register today for “Data-Driven Answers to Achieve Omnichannel Success” presented by Redpoint Global.

The post Webinar: Overcome third-party data challenges for CX success appeared first on Search Engine Land.

Box Vs. Dropbox

Box and Dropbox are both file storage and sharing platforms that allow users to access their files from any device with an…
The post Box Vs. Dropbox appeared first on The Daily Egg.

Box and Dropbox are both file storage and sharing platforms that allow users to access their files from any device with an...

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reCommerce Website Strategies in the Post-COVID Age

Learn how to sell your pre-owned products and maximize your revenue with these strategies, curated from our work with KEH and Current Boutique.

Thanks to a multitude of factors, reCommerce — or the sale of secondhand goods — is expected to surpass $30 billion in sales by 2025. 

If your eCommerce brand buys and sells secondhand goods, you’re in a great position for this changing market. But, as the demand for these products increases, so will the competition from fellow resellers.

Therefore, now is the time to start investing in a digital marketing strategy that’s specialized for this niche.  

And this guide will help you get there.

Here at Inflow, we work with several premier reCommerce brands, developing customized strategies for this industry’s unique challenges and opportunities. Today, we’ll share how two of them — KEH Camera and Current Boutique — are finding success in this booming marketplace, including some strategies you can borrow for your business.

In the meantime, if you want our team to create a personalized strategy for your reCommerce brand, contact us anytime.

Table of Contents

What is reCommerce?

reCommerce — also known as “reverse commerce” — is the practice by which brands buy pre-owned products and resell them at a profit. 

But today’s reCommerce brands aren’t your run-of-the-mill thrift stores or online marketplaces like eBay or Etsy.

Instead, they are high-end brands with complex buying and reselling strategies. In many cases, they’ve spent years cultivating trustworthy reputations through in-depth authenticity research and stunning customer service. By offering reliable, quality products at a more affordable price, these brands have curated incredibly loyal customer bases that allow for rapid business growth. 

Popular reCommerce brands include ThredUp, The RealReal, and Poshmark, as well as the two clients we’ll discuss below.

Why It’s So Popular Today

The secondhand resale market is projected to double by 2025, growing 11 times faster than the broader retail clothing sector — and reflecting huge shifts in consumer behavior.

With fast fashion and mass production, today’s customers have more products than ever available at their fingertips. But not every purchase becomes a well-loved and well-used piece. 

Rather than let purchases sit forgotten in closets for years, people now have the option to sell those used products and recoup some of their losses, putting more funds back in their pockets and allowing them to start the buying cycle all over again.

While the reCommerce market has been steadily growing since 2016, the outbreak of COVID-19 in 2020 accelerated the growth to impressive new levels, for several reasons.

Secondhand Market is Projected to Double in Next 5 Years, Reaching $77B. Graph compares resale and traditional thrift and donation growth from 2012 to 2025. Arrows show the growth between 2021 ($36 billion) and 2025 ($77 billion) doubling over time.
Source: ThredUp

Inventory Shortage

With the pandemic’s disruptions in the supply and manufacturing chain, new products are harder to get a hold of — making the availability of secondhand products attractive to consumers and to retailers. 

On a retailer front, costs for new production continue to increase. At the same time, production of new products is taking much longer, due to backlogged materials and high employee turnover.

Procuring secondhand products from eager-to-sell customers can reduce those costs and build up inventory, helping your business better compete with higher shopper demand.

For the same reasons, pre-owned products are attractive to your customers, too — especially when they can’t get the items they want (like quality camera gear) any other way.

“With continued supply chain constraints, consumers who are looking to upgrade may not have the new gear available to them right now,” says Carey Kegel, senior director of sales and marketing at KEH. 

“It’s certainly a balancing act for us, because these supply chain issues provide a great reason for customers to come to us when they don’t want to wait for new — but it also presents a unique challenge when consumers who only want to buy new decide to hold onto gear longer that they would otherwise sell to us while they wait.”

Affordability

With inflation hitting its highest point since 1981, customers care about their wallets more than ever before. Pre-owned products allow customers to purchase those items they want at a cheaper price (and, as mentioned above, recoup costs for those items they wish to offload).

That said, the usual reCommerce customer isn’t the shopper trolling Craigslist and other direct-resale platforms. They want a quality product, not a product found at the lowest price possible. 

(We’ll talk more about that below.)

Sustainability

Finally, when it comes to the modern rise of reCommerce, we can’t ignore the sustainability aspect. 

A study by Carousell (an online resale marketplace based in Singapore) revealed that 30–45% of secondhand shoppers bought for environmental reasons, a statistic that’s echoed among U.S. shoppers, especially younger consumers like Millennials and Generation Z.

reCommerce allows customers to buy products new to them, without the eco-guilt of fast fashion and unsustainable commercialism. However, consumers can sniff out virtue-signaling like no other — so, if you use this as a marketing tactic, make sure you mean it.

“Sustainability is so important in the pre-owned space,” Kegel says. “Consumers have become increasingly more aware of their product consumption and how that impacts our environment. By shopping pre-owned, products have a longer lifecycle and stay out of landfills. Customers want to shop with companies that align with their personal values.

“But companies have to be passionate about it, too. You can’t just say it’s sustainability; you have to actually practice what you preach in your day-to-day operations.”

A reCommerce Case Study in Two Parts

A successful reCommerce digital marketing strategy incorporates not just the above-mentioned factors, but also specific customer data, vertical trends, and more.

To help you create your strategy, we present these studies of two brands — KEH and Current Boutique — who both saw increased revenue, traffic, and website sessions over the past two years.

reCommerce Trends: Feb. 2020-21 vs. Feb. 2021-22. Line chart comparing two client data sets (Current Boutique and KEH) of sessions, transactions, and revenue percent change. Logo: Inflow. Attract. Convert. Grow.

We’ll detail some of the tactics they’re using to grow their business, so you can give them a try yourself.

Want our full list of recommended strategies? Download our reCommerce checklist now.

Download Our reCommerce Digital Marketing: Strategies for Success Now. Logo: Inflow. Attract. Convert. Grow.

The Industry-Leading Camera Reseller

Since 1979, KEH Camera has been the original, premier reseller of professional, collective, and everyday camera gear for novices and enthusiasts alike.

As their digital marketing agency, our job is not only to help sell the secondhand inventory (the “Shop” program) but also to procure inventory through sellers (the “Sell” program).

Refining the Keyword Strategy

In some cases, audiences looking to shop and sell secondhand products may have some degree of overlap. However, to keep both inventory and sales strong, KEH uses specific strategies for each.

The most important factor: keywords for organic and paid search targeting.

Because most of KEH’s “Shop” customers know exactly which gear they’re looking for, the associated keywords must be very unique, highly targeted queries. Often, these include brand and product names, down to the smallest details. The more detailed the query, the higher the chance of a conversion

On the other hand, a “Sell” shopper is typically broader in their queries, using phrases like “sell my camera.” Because they’re not attached to any particular reseller, there’s a lot more room for error in this funnel — which is why our team works tirelessly to identify the keywords that drive the best results for the business (and, in turn, keep the inventory stock high).

Building Client Trust

Although KEH is one of the oldest camera gear resellers on the market, it lives in a vertical that gets more crowded by the year. It’s not just enough to bring customers to the site through organic and paid traffic; KEH must differentiate itself from competitors and prove why customers should choose them over others.

“The amount of photography expertise we have across KEH is pretty impressive,” Kegel says. “Our team is passionate about photography, and it’s important that message gets across in all of our marketing assets. Because of this passion, we know just how important it is to ensure our customers get the right gear for what they want to shoot — and that they can trust it is in the condition they expect.”

Here’s how they do it, for a total of 213% revenue increase from 2020–22:

Extensive Grading System

One of the biggest risks for customers purchasing from the secondhand market: getting a low-quality or inauthentic product. 

With this, reCommerce brands like KEH have a huge advantage over direct-sell marketplaces — but only if they take advantage of it. For that reason, KEH emphasizes the quality of products (and transparency of the business) with a comprehensive grading system.

Every product is inspected by camera tech experts, before being qualified as one of eight “grades” with clear expectations for quality level.

KEH Grading System, with eight grades: New, Like New, Like New Minus, Excellent Plus, Excellent, Bargain, Ugly, and As Is. Each is accompanied by a badge and comparative grades from other businesses.

This way, customers know exactly what to expect — eliminating the common quality concern of pre-owned products.

Flagship Emphasis

KEH’s experience is its biggest selling point and the focus of its marketing efforts. 

On its website, in email marketing, and in paid search and social copy, the right phrase can make all the difference to a prospective customer. So, KEH leans into its advantage as a flagship reseller, using copy like:

  • #1 Used Photography
  • Most Trustworthy
  • How We’re Different
Facebook Ad from K E H Camera. Graded by experts. Renewed with care. Photo of hand holding a camera in front of fall foliage. Shop Now.

Of course, to back up that trust, the brand also offers a generous 180-day warranty, a clear return policy, and plentiful customer testimonials.

Read more about KEH’s success — including a 213% increase in ad revenue and 11.4% increase in conversion rate — in our full case study.

The Designer Fashion Reseller

Current Boutique is an online fashion reseller that started with brick-and-mortar stores and has gradually expanded its digital presence over the last few decades. Since COVID, the consignment brand is reporting massive gains, for several reasons.

When COVID mandates prevented customers from visiting their physical stores in the D.C. area, Current Boutique’s team renewed their focus on online marketing — which has exploded, thanks to an increase in customers’ buying secondhand clothing online.

“The supply chain was never anything that affected us, because we get our inventory from the public,” says Carmen Lopez, CEO at Current Boutique. “In fact, because of COVID and people spending the last two years largely out of the office and out of social settings and at home cleaning out their closets, there’s been an immense amount of desire for people to sell their inventory or to transition their wardrobes.” 

Here’s how the brand is keeping customers coming back:

Using Actual Product Images

Customers trust the products they can see, especially when there is the potential for variety in quality and appearance. When they’re buying secondhand products, shoppers don’t want to see posed creative of models; they want to see the product they’re actually buying.

For that reason, Current Boutique’s most effective paid social campaigns all include actual product images — no models or produced pictures. By targeting top-of-funnel customers, our team has been able to spike interest from the audience, resulting in more website and product listing views. 

In total, Facebook campaigns using product images generated a 1.7x return on ad spend (ROAS), in comparison to 1.43x ROAS for non-dynamic imagery. In addition, those campaigns with product images saw a 300% increase in Add to Cart rate.

Current Boutique Facebook Ad, promoting "Milly - Multicolor Paisley Print Shorts, $68.99" and "St. John - Lavendar Knit Pants Sz 12, $198.99." Caption: "More clothes have been added to the collection! Shop pre-loved designer brands and make your entire closet sustainable."

If your brand sells secondhand products, remember this: Model or stock photos may seem attractive in concept, but customers who are buying refurbished products want to see the actual product as-is. That doesn’t mean your images don’t have to be high-quality; use best practices when taking unique, attractive images for your listings.

Don’t forget your copy and messaging, either, which are key opportunities to establish that customer trust.

“You have to establish credibility with your shoppers,” Lopez says. “You’re not just selling the products but selling your ability to evaluate them and price them appropriately for the fact that they are pre-owned.

“People have to believe you’ll treat them fairly. It’s a lot of messaging to cover.”

Targeting (& Retargeting) Interest-Based Audiences

Loyal customers are key to reCommerce success. But, to grow your brand, you also need to continually bring in new customers, especially those who may have never considered buying secondhand products before.

At Current Boutique, this prospecting occurs with strategic social targeting, using specific interest-based audiences.

Because Current Boutique prides itself as a reseller of authentic designer gems, our top-event (add to cart) campaigns target audiences who are interested in specific fashion brands, types of clothing (dresses, purses, etc.), and more. 

Current Boutique Facebook Ad, promoting Herbert's Furs - Vintage Black Coat for $1,334.99. Caption: "For a look that's all your own, Current Boutique has everything you're looking for. Choose timeless, quality, *and* sustainable with our selection of pre-loved designer gems. From clothing, to shoes, to accessories, we have the perfect piece you've been dreaming of — without those hefty designer prices. Shop styles from every decade and trend in our perfectly curated collection today."

The goal with these campaigns isn’t necessarily to convert; instead, it’s to motivate new customers to visit the brand’s website and, hopefully, add products to their carts — at which point, our team can retarget with strategic ads.

Using that data to create lookalike audiences, we then leverage our findings to identify new audiences who will follow the same behavior, creating a steady flow of site visitors for Current Boutique.

By focusing on Add to Cart campaigns to first bring shoppers to the site, our team saw a 32% decrease in cost per acquisition (CPA) and a 12% increase in ROAS when retargeting those shoppers later on.

Improve Your “reCom” Strategy Today

The reCommerce vertical is only growing in popularity and potential. If you sell or buy secondhand products as part of your business model, now is a great opportunity for you to expand your appeal and find new audiences that will grow your bottom-line revenue.

That said, reCommerce can be a tricky thing to market. You can’t always treat it like a traditional eCommerce store, which means you need to continually test and improve your strategy over time.

Fortunately, as KEH and Current Boutique show, there are a few guaranteed strategies to bring your brand success. We’ve detailed them all in our “reCommerce Strategies for Success” guide, which you can download below for free. Use the checklist to further streamline and optimize your strategy today.

Download Our reCommerce Checklist Now

Want an expert to test these strategies for you? Our experienced team can create a customized plan of action for your reCommerce site to maximize your sales and revenue. 

Request a free proposal now to find out what we can do for your brand.

How privacy changes affect B2B paid search marketing

Any way you slice it, using first-party data is an investment – of time and money.

The post How privacy changes affect B2B paid search marketing appeared first on Search Engine Land.

Everyone’s talking about privacy. When Google announced the deprecation of third-party cookies in early 2020, privacy became a hot topic.

The loss of third-party cookies impacts all advertisers and is especially challenging for B2B marketers, who struggle to reach the right audience even with third-party cookies in play.

Let’s review how today’s privacy changes came about – and then look ahead to what it all means for marketers.


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How did we get here?

In the early days of the internet, it was the Wild West. No one cared about privacy.

As with anything new, consumers were enamored with going to a website, ordering whatever they wanted and having it show up at their door.

Sure, mail-order had been around for a long time. But it wasn’t exciting to fill out a form, write a check and send it in – only to wait 6-8 weeks for the order to arrive.

The internet changed buying habits forever.

It was possible to find and buy nearly anything online easily. Still, the internet also offered a treasure trove of user data that marketers could tap into for insights into buyer behavior.

Somewhere around the mid-2000s, retargeting was introduced.

I remember being at a search conference around 2005, watching a demo of a new technology that would dynamically serve ads based on users’ search activity and the websites they visited.

My mind was blown. Do you mean we can show different ads to different users based on things we know about them? Sign me up!

No one thought about privacy then either. We were so enamored with this new technology that we never gave privacy a thought.

Privacy becomes a thing

Fast forward to today.

Retargeting is everywhere. Everyone knows when they are being retargeted. And advertisers are often doing it poorly.

Every digital marketer can come up with a handful of bad retargeting they’ve experienced personally.

For me, a memorable one was just after I’d made an online reservation at a hotel for a business trip to Seattle. I was immediately bombarded with ads – from the same hotel I’d just booked, saying, “Book your trip to Seattle now!”

Come on.

I believe that lazy marketers are partly responsible for the privacy changes coming later this year. People are sick of poorly targeted ads that follow them incessantly.

How privacy affects B2B search marketing

B2B search marketing is challenging under any circumstances. Searchers don’t self-identify as B2B users when they perform a search.

And often, the keywords they use are the same keywords a consumer might use, even though each is looking for two different things.

Terms like “insurance,” “security” and even “design software” are vague. The searcher could be looking for services for themselves or their business.

That’s where third-party cookies came in.

Advertisers got excited when Google introduced audience targeting options like affinity and in-market audiences. Finally, a way to layer on audience signals based on search and browsing behavior!

However, audience targeting options are hopelessly consumer-focused. Here are Google’s current affinity segments:

See anything that looks remotely like B2B? Me neither.

In-market segments aren’t much better. Here’s one for Business Services:

The “Business Technology” category isn’t bad, but the others, such as “Business Printing & Document Services,” seem tailored to small businesses, not enterprises.

The death of third-party cookies

So what does all this have to do with privacy?

Targeting options like affinity audiences and in-market audiences are built from third-party cookies. Search engines use signals (e.g., which websites users visited) to compile the audiences.

Google has announced the deprecation of third-party cookies from Chrome within the next year.

In other words, most of these targeting options are going away soon.

First-party audiences to the rescue

First-party audiences are great for B2B. They remove many obstacles B2B advertisers face: consumer-focused targeting, or targeting that’s too broad for the business need.

But first-party audiences also pose challenges for B2B.

The biggest hurdle is creating the audiences in the first place.

To efficiently use first-party audiences, advertisers need some way to compile audience data, group users into cohorts and securely pass the data to advertising platforms like Google Ads and Bing Ads. Usually, this is done through a data management platform (DMP)

Advertisers who use a DMP have a relatively easy time using first-party audiences in their PPC campaigns. The DMP can be used to upload audiences directly to search engine platforms.

Unfortunately, even among our enterprise clients, surprisingly few have a good DMP setup. This means most advertisers are not able to use first-party audiences effectively.

And even for advertisers who do have a suitable DMP, we often find that the first-party audiences are too small to target.

Unlike e-commerce, B2B is a smaller universe. There aren’t as many people researching enterprise business software as there are people buying shoes on a given day.

There are even fewer people from companies with more than 5,000 employees researching ERP software for the enterprise.

See where I’m going with this?

Audiences that are too small to target aren’t much help.

Or are they?

Search engines use audiences as a signal for targeting ads. Think of an audience as a way to tell Google and Bing who you’re trying to reach.

One way to amplify the signal of a small first-party audience is by using similar audiences (also called lookalike audiences).

Similar audiences are often 2-10 times bigger than first-party audiences. Here’s an example:

The first-party audience only has about 5,000 members – it’s large enough to target but won’t drive much traffic.

But the similar audience has anywhere from 10,000 to 50,000 members for search and up to 1 million for display – a much larger reach.

Similar audiences are especially helpful for B2B, which tends to have a low audience match rate). We’ve seen strong performance from similar audiences for our B2B clients.

Let paid social help

Another way to create B2B audiences is to use paid social to inform paid search.

Paid social is usually used for upper-funnel activity – awareness and consideration. But we’ve used paid social to create audiences for paid search retargeting.

The great thing about paid social is that we know a lot about our target audience. We can target based on employer, job title, company size, education, skills and other factors that indicate the user is a good target for B2B.

Create a dedicated landing page for paid social traffic for your B2B audience targets and tag it for retargeting. Then target people who visited that page with Google Ads.

We’ve done this with YouTube videos too. People who watch a 30-60 minute keynote from a B2B conference make a great audience for follow-up with RLSA or display retargeting.

And don’t forget about LinkedIn targeting in Microsoft Ads. Being able to use LinkedIn profile attributes to target is a big differentiator for Microsoft Ads, and it’s especially useful for B2B advertisers.

Use micro-conversions as signals

Another way to create retargeting audiences is to use micro-conversions as signals for intent.

B2B has a long sales cycle – usually 12-18 months or longer. No one buys a six-figure business software system in a single visit with a credit card.

The process usually involves a lot of research, with multiple touchpoints along the way.

Users might follow these steps on the way to purchase:

  • Read an article
  • Download a whitepaper
  • Read an ebook
  • Request a demo
  • Sign up for a free trial
  • Contact sales
  • Purchase

Each of these actions represents a micro-conversion.

You could create audiences for people who downloaded a whitepaper. You could even segment this further by creating audiences based on the type or product of the whitepaper they downloaded if you’re selling multiple products or targeting multiple audiences.

Retarget users who downloaded a whitepaper with an offer for a free demo or trial. Then retarget users who signed up for a demo or trial, asking them to contact sales.

If you sell to multiple business sizes, you can also start to segment by small business vs. large enterprise based on the content they consumed.

Using first-party data is an investment – of time and money

The days of simply picking an audience based on in-market traits or affinity groups are numbered. Lazy marketing is soon to be a thing of the past.

Now is the time to start building your first-party audiences and think about your buyer journey.

Get serious about creating micro-conversions and paid social audiences to reach your target.

The post How privacy changes affect B2B paid search marketing appeared first on Search Engine Land.

Why Should Modern-Day Businesses Invest in UX Design?

A website having great UX/UI design is like an eye-catching brick-and-mortar store where products are strategically placed for the customer to see.
The post Why Should Modern-Day Businesses Invest in UX Design? first appeared on Loop11.

A website having great UX/UI design is like an eye-catching brick-and-mortar store where products are strategically placed for the customer to see.

The post Why Should Modern-Day Businesses Invest in UX Design? first appeared on Loop11.

BigCommerce Vs. Shopify

Both BigCommerce and Shopify are top choices if you’re looking for an ecommerce platform to power your online store. Each platform shines…
The post BigCommerce Vs. Shopify appeared first on The Daily Egg.

Both BigCommerce and Shopify are top choices if you’re looking for an ecommerce platform to power your online store. Each platform shines...

The post BigCommerce Vs. Shopify appeared first on The Daily Egg.