In the recent years, many company managers have asked themselves the question whether it is worth spending money on advertising the keywords of the own brand. Opinions differ; some articles suggest that this is just wasting of money, while others say that not spending on it is business suicide.

Advertising brand expressions is actually important for several reasons. Firstly, it can protect the keywords of your brand from your competitors. Secondly, brand expressions are cheap, their CPC is almost always lower than that of other keywords. Moreover, the amount spent on advertising brand keywords is typically only a small percentage of the expenses. The following article demonstrates what happens if you stop your brand campaign on a specific example.

A client wanted to stop advertising the keywords of its brand, because it thought it did not need it anymore. The brand campaign costed less than 7% of the monthly total PPC expenses; it, however, increased its total brand-related expenditure by 168%. Let’s see what exactly happened.

In the month following the stopping of the Google brand campaign, expenses decreased by 9%; conversions, however, dropped by 52%; while the CPA increased by 91%, revenues dropped by 54% and ROAS dropped by 49%. The 12% increase of revenues from organic commerce could not compensate for the losses due to the missing paid searches, and the client had a total revenue drop of 21%.

You could think, in theoretical terms, that the same number of people would still search for our company name and click on the organic brand ads, even after stopping of the brand campaign. Data, however, show otherwise. Statistics also revealed that revenues from other channels also dropped while the brand campaign was paused.

We can, therefore, say that, on the whole, it is worth spending on the brand campaign, because, as the example above clearly demonstrates, organic searches on their own cannot replace the missing revenues.[/fusion_text][fusion_separator style_type=”single solid” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” sep_color=”” top_margin=”20px” bottom_margin=”20px” border_size=”” icon=”” icon_circle=”” icon_circle_color=”” width=”” alignment=”center” /][fusion_title title_type=”text” rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ before_text=”” rotation_text=”” highlight_text=”” after_text=”” title_link=”off” link_url=”” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”” id=”” content_align_medium=”” content_align_small=”” content_align=”left” size=”2″ font_size=”” animated_font_size=”” fusion_font_family_title_font=”” fusion_font_variant_title_font=”” line_height=”” letter_spacing=”” text_shadow=”no” text_shadow_vertical=”” text_shadow_horizontal=”” text_shadow_blur=”0″ text_shadow_color=”” margin_top_medium=”” margin_right_medium=”” margin_bottom_medium=”” margin_left_medium=”” margin_top_small=”” margin_right_small=”” margin_bottom_small=”” margin_left_small=”” margin_top=”” margin_right=”” margin_bottom=”” margin_left=”” margin_top_mobile=”” margin_bottom_mobile=”” text_color=”” animated_text_color=”” highlight_color=”” style_type=”none” sep_color=”” link_color=”” link_hover_color=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]

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The unit of e-commerce, or the secrets of the conversion rate

In e-commerce, the “conversion rate” shows how many visits on the page become buying during a given period.
Read more »

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How many seconds does it take for you to lose your patience?

If it takes more than three seconds, then you are more patient than the average. Google ordered a survey that covered 63 countries and asked 79 thousand people about their use of the Internet.
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A Why should not you stop your brand campaign? bejegyzés először Drive Online Marketing-én jelent meg.

In e-commerce, the “conversion rate” shows how many visits on the page become buying during a given period. As the success of online sales depends on how efficiently you can turn passive viewers into paying customers, the conversion rate is the most important indicator in this field. Let’s say a website had one thousand visitors in the past month and ten of them bought something. The conversion rate in this case is 1%.
Having analyzed more than 13 billion e-commerce transactions, a professional blog (https://blog.compass.co/ecommerce-conversion-rates-benchmarks-2016/) found that the average conversion rate was 1.33%. If a company has a conversion rate of 3.6% or higher, then it belongs to the best-performing companies of its industry.

The following table, however, has other interesting information as well:

• For the best-performing web-shops, Google ads are more efficient than Facebook ads
• For web-shops with average performance, Google is, by and large, as efficient as Facebook
• For web-shops with average performance, organic searches are the least efficient
• For well-performing web-shops, organic searches are among the most efficient
• For the best-performing web-shops, emails offer the best conversion rate, almost 10%

You should, however, not make the mistake of drawing general conclusions for aggregate conversion rate statistics, as the behavior of customers differs greatly based on the country they live in, the product in question or the price of the product.
The customer behavior of those who search for cosmetics is completely different from that of those who want to by electronic devices. Price is also an important factor and can greatly affect the conversion rate. Products that are more expensive require a more complex purchasing process than those that are cheaper; in other words, people tend to visit the same page multiple times to order a single product, which, logically, decreases the conversion rate. Just think about it: how many websites do you check before you invest in a new car, and how much time do you spend comparing prices when you want to buy a pair of socks.
Asking how to determine what a good conversion rate is for our website is, therefore, a legitimate question. To find that out, it is important not to compare apples to pears, but to compare our company to companies of similar size, business model, location, average order value and sales platform. All these factors play an important role in determining “the good conversion rate”.

Source: https://blog.compass.co/ecommerce-conversion-rates-benchmarks-2016/

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Why should not you stop your brand campaign?

In the recent years, many company managers have asked themselves the question whether it is worth spending money on advertising the keywords of the own brand.
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A The unit of e-commerce, or the secrets of the conversion rate bejegyzés először Drive Online Marketing-én jelent meg.

If it takes more than three seconds, then you are more patient than the average. Google ordered a survey that covered 63 countries and asked 79 thousand people about their use of the Internet. The study revealed, among other things, that if it takes more than three seconds for our mobile phone to load a website, then more than half the users will lose their patience and stop their visit.

It is an old commonplace that the key to (business) success is seeing difficulties as challenges and opportunities, and not as problems. This applies exponentially to this case. You can, of course, whine about how different things were a couple of generation ago, and that our world moves way too fast; it would, however, not make much sense. On the one hand, we do not care what options people had a hundred years ago when they wanted information about something immediately, on the other hand, times and the way things are done have indeed changed, and if you do not want to fall, then you need to adapt.

The study the results of which were reported in prominent online newspapers like Piac és Profit, Mediapiac.com or MMonline.hu also offered the opportunity for DriveOnline to share its experience in online sales with the readers. We could use Cityfood as an example to show that money invested in the development of cellphone-friendly websites would pay off many times over.
By exploiting nationwide press releases, we tried to draw attention to the fact that it is better to look into the future and keep up with the changes (instead of looking back with fondness on the past), because, if you fall behind, you will lag behind and lose your competitive edge.

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A How many seconds does it take for you to lose your patience? bejegyzés először Drive Online Marketing-én jelent meg.

But first, what is a landing page?

Your customer acquisition channels might be good and well-developed, they will, however, be of no use if the page which they point to at the end of the processes does not serve your goals as it should! You can create a sophisticated sales funnel, lead those who are interested along it; at the end, however, if it does not do what you would like it to do on the website, then all your efforts were in vain.
The landing page is, therefore, a target page all the details of which serve the goal for which you run your entire marketing system. This goal (or, in other words, conversion) can be buying, newsletter subscription, filling in of a contact form or anything else you would like visitors to do.

When do you need it?

If you advertise on any platform, and your website has more than one pages, visitors’ attention can easily be distracted. Let’s say, for example, that somebody googles your product and, by clicking on your advertisement on the search results page, gets (if everything goes well) to the right product page. On the product page, he sees something interesting in the top menu bar—and that’s it, he has just left your site, though he was only a click away from buying. To avoid this, landing pages are needed almost all the time.

What makes it good?

STRUCTURE
The first thing we think about when making a landing page is the right structure. The focus here should be on simplicity. You should not distract visitors’ attention with unnecessary elements. You are ready when the target page is built up from the least possible components and in the right order. The target button or form must always get above the fold. It must be visible immediately after the page has loaded, without any scrolling. The other elements must direct to the target. Another general rule is that the page should appear optimized and responsive on all devices. It is a frequent mistake that sales benefits (USPs) do not appear spectacularly enough on smaller screens or the logical structure falls apart or gets mixed up.
CLARITY
If it is not instantly clear what the page is about, a lot of visitors will leave it without doing anything on it. A high bounce rate surely means that our message does not get through.
ONE SITE—ONE GOAL
A landing page should always have one goal only! It isn’t a problem if you wanted to do multiple things, but you must then make separate pages for all conversion goals.
ONGOING OPTIMIZATION
If you have finished the page, the job is still only half done. If you wanted to maximize your results, you should want to make multiple versions and select the best variant with A-B testing. You should, however, take care to change only one thing at a time. You will otherwise not know which modification caused change(s) in your result.

What is it built from?

TEXT CONTENT
Like visual content, texts should also be minimalistic. Short and direct writing that focuses on the benefits and features is the best.
IMAGES AND VIDEOS
A good image is simple and relevant. Our brain can process image information much quicker; images can, therefore, be excellent tools to draw attention. You should take the time to find and choose the best images. People usually find images of a face or a hand more interesting. Directing the look of the face or the pointing of the hands in the image can efficiently direct the visitor’s attention towards elements that are important for you.
BUTTONS
The endpoints of the processes are the buttons with which conversion is actually done. Typically, these are the “Order” buttons of web-shops or the “Submit” button of forms. You can exploit their optimization opportunities by changing their color, texture or, what is most important, their caption. The above captions are actually bad examples. More specific captions have almost always better results. For example, you should write “I order the product” instead of “Order” or “I submit my data” instead of “Submit”. The buttons you use should only be goal-performing buttons. Other ones would only distract focus.
ELEMENTS BUILDING TRUST
Managing the concerns of and reassuring potential customers or clients are among the most important tasks in all fields of marketing. You can increase your reliability by communicating customer feedbacks, presenting your warranties and displaying your results and awards, which will have a significant impact on your results.

Who does this?

Landing pages get the highest significance in the case of paid campaign elements. At us, Drive Online, this is the reason why it is the part of the job of AdWords account managers to design landing pages that best support sales goals, because without them, as we said in the introduction, advertisements would be of no use, desired goals would often not be accomplished.

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A What makes a landing page good? bejegyzés először Drive Online Marketing-én jelent meg.