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Everyone is different. So why should Google’s search results be the same for every individual?
That, in a nutshell, is the idea behind search personalization.
It can be handy when search engines better understand what you like (and what you don’t).
A couple of years ago, Google was actively engaged into search personalization.
Now, according to Google’s Danny Sullivan, personalization of search is “very light,” with location and language being the main factors that determine what different people see for one and the same query:
Basically, if you search for some kind of service, like fixing your phone or something, you will see the results of repair shops in your city while the person from another town will see different shop locations for the same query.
However, as Google is not always doing what it says and things are changing really fast, I would suggest looking into those factors that I still consider important in shaping search result pages for different users.
Plus, let’s see how we can work out an SEO strategy perfect for ranking better in personalization search.
What Factors Influence Search Personalization?If I were to define what personalized search results are, I would say that these are the results based on the combination of traditional relevancy factors and data that search engines have on individual users, such as their:
Current location.
Language.
Search/browsing history.
Plus, when it comes to personalized results, a lot depends on whether the user is logged out or logged in (to their Google account, for example). Check out the comparison table:
Personalization factors
Logged-in users Logged-out users Location Location Device Device Browsing history
Social media accounts
Other products
Let’s dive deeper into each factor.
LocationLocation personalization usually comes into play when your query implies the need for a particular place. It makes perfect sense that users from different locations see different SERPs returned after the same location-based query.
Thus, we can easily assume that this factor is one of the most important ones. It doesn’t matter whether you are logged in or logged out, Google will know your location by your IP address.
What’s more, if you are logged in on your mobile phone and geotracking is on, Google may know even more than you would consider comfortable. Check out Google’s timeline of your location history.
So, with that archive of knowledge, the search engine can endlessly personalize your results once you’ve made a location-based query.
Search/Browsing HistoryBack in 2012, Google published a patent on creating user personalization profiles and using this info for personalizing search results.
For example, I searched for [sequoia] on Google. Here is the SERP I saw:
Then I searched for [sequoia] again and saw a different picture:
Some snippets switched places. Plus, on the first SERP you can see videos coming first, and on the second – images. On the whole, not so many changes.
A year ago a colleague of mine made a similar experiment with the query that can have a few completely different meanings.
Maybe Google really is going much lighter in the area of personalizing by browsing history.
Social MediaFor a couple of years already, people have been predicting the death of Google Plus. However, it is still alive.
In terms of its influence on search personalization, I would say that now you probably won’t see many posts from Google Plus in SERPs related to your query’s keywords.
Today, Google would rather show you some results from Facebook and Twitter (not just a result, but the whole Twitter carousel).
What I see from my experiments with Google SERPs as well as my routine search experience, there are really few results from Google Plus.
For example, I searched for keywords from my latest Google Plus posts, and I saw neither G+ posts of mine nor of my colleagues’ who shared the same posts. The story repeats with Facebook – no results from there.
So, according to my personal assumptions, most social results come from Twitter. However, though relevant, they are not personalized.
For example, search Google for [Barcelona]. Though the city of Barcelona is one of the most known in the world, I get Twitter carousel from the @FCBarcelona Twitter feed.
Though I’m a football fan, I haven’t shared anything connected with the club from my Twitter account and I do not read their Twitter feed. Football is just a hot topic right now, so football results pushed out the results for Barcelona city.
For the time being just bear in mind, when you create an account in Google Plus, you fill in lots of info that can tell Google about your age and gender as well as your interests and connections with other people. This info can be used to shape your search results.
Device TypeWe have already reached that point in time when mobile-first indexing is being actively rolled out and the mobile speed update is officially out.
The results can be more or less the same on desktop and mobile, but there are quite a few device-specific factors that can heavily influence whether the page ranks higher or lower.
Other Google ProductsGoogle has a number of various integrations (Google Maps, Gmail, Google Calendar, etc.) where it can pull different information from when you are logged into your account. This information is of no SEO value because it is mostly personal and visible only to you.
For example, if I have created an event in Google Calendar, like a flight itinerary, I can ask about it right from the search bar.
What does it mean?
Google is becoming something bigger than just a search engine.
Taking into account the latest experiment with the SERP with zero results (it was closed after a week, for now), such personalization can grow into something similar – just the exact answer to your query.
How to Perform Better in Personalized SearchIf you realize that your potential visitors can get biased in search results because your business is, for example, local-based, then you should consider including personalization optimization into your SEO strategy.
Here are the things you can optimize for.
1. Optimize for LocationsYou should not bother about this one if your content is more or less universal for users from any location.
However, if you target specific markets or your business has a few locations, you have to make it clear both for search engines and people.
First of all, make sure that you have Google My Business listing. This is the place where Google takes all the local info from for its local packs and local knowledge graphs.
Check whether all the details are there, like a link to your website, name-address-phone, photos, descriptions, etc. Go for consistency among all the places where this info is indicated. Update it if anything changes.
Consider using local structured data. And please make sure that everything works ideally on mobile.
The thing is, most “near me” searches come from mobile (to be exact, about 80 percent). I’m sure you want to be near those searches.
Plus, try to win some reviews from your happy users.
As search results vary depending on the location, you have to track rankings for each of your target locations in order to see how you perform in each of them.
In case you want to dig deeper, refer to this article on local SEO for more details and legal hacks.
2. Optimize for LanguagesOptimization for languages goes hand in hand with international SEO. It should be applied if your relevant audiences speak different languages, and you want to provide them with unhampered experience.
There is a tricky moment here: it only makes sense to engage in international SEO if you are sure you can do it right. Otherwise, you can end up with a pretty bad case of poor UX.
First of all, you should decide what international format of a website suits you.
Here are three popular options:
One website with multiple languages to target one country where people speak different languages (like Switzerland, for example).
One website to target no specific country, just multiple languages.
In these both cases, the content can be the same along all the language versions of the site.
A number of site versions targeting multiple languages: here you may want to create similar site versions with specific differences depending on the target audience.
Here are the tactics that you should get right for these three scenarios:
First case Second case Third case Application of a specific country code (.ch, .ca, etc.) Site hosted in the targeted country Site hosted in primary market Default language and location Hreflang tags with language and country specified Hreflang tags only with language specified Hreflang tags with language and location specified Language-specific content is in subfolders in your target languages (/en/, /de/, etc.) Country-specific subfolders (uk/, ch/, etc.) + language-specific subfolders per each country subfolder (uk/en/, ch/fr/, etc.) Links from sites with a target language Links from sites with target language and location
You can either use separate sites for each language or a combination of the cases that I described.
3. Get Exposure in Social MediaThe challenge for SEO professionals here is that personalized results from social media take the real estate of organic listings. But it also means that your social media posts can also occupy this space.
The best and most obvious thing here is to create quality content that people would want to share.
Do not discard your Google Plus account, as the posts from this social network can still appear in SERPs, and people who follow you in Google Plus can see these posts in their search results.
Plus, as you can figure out by looking at search results, Google closely cooperates with Twitter, so it is possible there will be more personalized stuff from this social media platform in the future.
4. Optimize for Multiple DevicesOptimizing for mobile searches is of utter importance, and the first thing to do is stick to responsive web design.
If you follow Google’s guidelines for mobile-first indexing, then you shouldn’t experience any ranking drops due to mobile issues. Plus, you can separately track rankings for desktop and mobile to spot and fix any problems.
What’s more, in the light of Mobile Speed Update, you have to make sure that your mobile pages load fast. When I say fast, I mean fast enough for the user to stay on your page, which is usually under 2 seconds.
You can use the following resources to evaluate your page’s performance especially when you suspect that your site was affected by this update:
Chrome User Experience Report with a dataset of key UX metrics.
Lighthouse, an automated tool for tracking the performance of web-pages.
Page Speed Insights, a tool that indicates quality of page’s performance and shows optimization suggestions.
Page Speed Insights tool will show you data on page speed and optimization, and recent data from SEO PowerSuite (disclosure: I work at SEO Powersuite) suggests that it’s Optimization Score, not Speed, which plays a more significant role.
5. Focus on Search IntentMany search engines do their best to understand the meaning of your query and provide the best results. It seems that Google is an A-level student among its peers when it comes to solving search intent.
So, how is it connected with search personalization?
In its pursuit to deliver the best matching results, Google uses all resources available to it. That includes all the personal data it has on its users.
For example, I may run a search for [car rental services] in Google, and it will show me the locations in the city where I am currently in. But, if I have recently searched for [car rentals in Lisbon], then in spite of my current location, Google may show me some results in Lisbon.
It’s quite impossible to optimize for such things that I’ve mentioned in my example, but it is more than possible to optimize for search intent:
Imagine that your potential visitors try to search for your content using voice search. People usually go for natural language when talking to their phones and voice assistants, thus, your best shot is to optimize for questions and long-tail keywords.
When you come up with all the questions that potential visitors may ask, you should create content that naturally includes answers to those questions. Make use of internal linking between your related content. This way, you will be creating topical clusters that can rank for multiple related queries.
Use structured data to mark up your content (e.g., local business, event, creative works) and let search engines immediately know what type of content you have on your pages.
ConclusionAlthough Google search personalization is much lighter today than prior years, there are quite a few specific things to keep in mind when optimizing for personalized search.
Namely: location, language, social media, device, and search intent.
All of these factors can alter what different users see. So make sure you’re doing all you can to influence personalization to make sure your target audience can find you.
More SEO Resources:
Image Credits
Screenshots taken by author, July 2023
You're reading 5 Ways To Optimize For Personalized Search
Yahoo My Web Personalized Search Experience
Yahoo My Web Personalized Search Experience
Yahoo announced that they are taking My Yahoo Search (or personal search) to the 360th degree today with the launch of Yahoo ‘My Web’ – a beefed up personalized web offering which offers RSS syndication, saved search, and integration into the normal Yahoo Search and Toolbar offerings (this is BIG). The announcement was made on the YSearchBlog this evening by Kevin Akira Lee, Senior Product Manager of Yahoo! Search.
Today, we launched a ‘My Web’, a new personal search engine fully integrated with Yahoo! Search. My Web is based on a very simple principle – a search engine should enable you to define and use the information that’s important to you. Specifically, My Web enables you to find the information relevant to you, save it, share it, add your own notes to it, and easily find it again, whether it’s three days or three months later.
The idea is a simple one – we provide a “Save” button on our search results, on the Yahoo! Toolbar (for both IE and Firefox), and, in the future, anywhere you might find useful info on the Web. When you hit the “Save” button, My Web grabs that page and makes a cached copy which is fully searchable. Anytime you need that page, all you need to do is search My Web. You can publish your My Web links via RSS and, of course, there’s an API for My Web published on YSDN.
By the way, there is no direct link to Yahoo ‘My Web’. Why? Like I said (and this is BIG) it is directly integrated into Yahoo Search! What was that Google personalized search thing that everyone was talking about a couple of days ago? I forgot… Maybe I’ll check Yahoo My Web and try to remember.
The main difference between Yahoo and Google’s personalized searches is that more Yahoo users are “logged in” as they search and Google still has some space ahead of them when it comes to securing more registered users. Basically, Yahoo Search is able to deliver a valuable personal search experience to users by leveraging direct relationships with nearly 176 million active registered users per month. Yahoo users are more apt to be logged in due to the popularity of Yahoo’s Fantasy Sports, Yahoo Messenger, Yahoo Mail and other long term Yahoo offerings.
Customizing Tradingview For Personalized Forex Trading
TradingView is one of the most popular online charting systems, and millions of traders use it to study markets, monitor price changes, and locate chances for lucrative trading. The users of this platform have access to a wide variety of strong tools and features that assist traders in making educated selections and increasing their overall profitability.
In this post, we will discuss how to customize TradingView so that you can engage in more effective forex trading. We will outline the fundamental actions that traders can take to customize the platform to match their own requirements. These stages include setting up charts, adding indicators, and making individualized alerts.
Charts that can be customizedSetting up your charts is the first thing you need to do in order to customize TradingView trading platform for FX trading. TradingView gives users access to a broad variety of chart types and formats, some of which include line, bar, and candlestick charts, among others. Traders are able to choose the type of chart that best corresponds to their preferred trading strategy and aesthetic.
To begin the process of creating a chart on TradingView, pick the currency pair that you want to study first. To do this, go to the upper left corner of the chart window and choose the Symbol button from the menu that appears. After that, choose the span of time that you want to investigate. TradingView offers a diverse selection of time periods, including minute, hourly, daily, weekly, and monthly views of market activity.
When you have decided on the currency pair and time period, you can proceed with additional personalization of the chart by making changes to the chart style, color scheme, and backdrop. Traders are given the ability to choose from a variety of chart types while using TradingView. Some of these chart styles include the conventional, hollow candles, and Heikin-Ashi. Traders also have the option of customizing their interfaces with a wide range of color palettes and backdrops to fit their own tastes.
Introducing new indicatorsTraders rely heavily on indicators as a vital tool for conducting market analysis and locating potential trading opportunities. Moving averages, Bollinger Bands, the relative strength index (RSI), and stochastic are just some of the available indicators that traders can add to their charts with TradingView. TradingView also offers a large variety of additional indicators.
When you have added an indication to your chart, you will have the ability to modify its parameters so that they correspond to your particular tastes. TradingView provides its users with several choices, including the ability to change the time period, color, and style of each indicator. Traders can also add additional indicators to their charts and tailor the parameters of those indicators to their own needs.
Making one’s own tailored notificationsTraders rely heavily on custom notifications as a key instrument for keeping track of price swings and locating profitable opportunities in the market. TradingView gives traders access to a robust alert system that enables them to tailor notifications to particular market situations. Traders can set up their own alerts using TradingView.
To begin the process of configuring a bespoke alert on TradingView, choose the currency pair and time window you are interested in keeping an eye on. After that, go to the very top of the chart window and choose the Alerts option there. TradingView offers several different kinds of notifications, some of which include price alerts, indicator alerts, and custom alerts, among others.
Using many aspects of social networkingTradingView equips traders with a variety of social features that make it possible for them to communicate with one another, work together on trading strategies, and remain current with the latest market news and research. The following are examples of some of the most well-liked social features available on TradingView:
TradingView also offers its users a news feed that compiles information from a variety of sources, including major news organizations and social media sites. Traders are able to personalize their news feeds so that they only display the headlines that are relevant to their particular trading interests.
Traders are able to automate some aspects of their trading activities by creating and sharing custom scripts on TradingView. These scripts can execute tasks such as placing orders or calculating indicators. Traders have the ability to make their scripts available to the community and to work in tandem with one another to develop more effective trading techniques.
ConclusionTraders who want to optimize their earnings and remain ahead of the competition need to take the necessary step of personalizing TradingView in order to engage in customized FX trading. Traders are able to tailor the platform to their own requirements and tastes by configuring charts, including indicators, in their analysis, creating individualized alerts, and making use of social features.
How To Optimize Tiktok Ads Like A Pro: The 5
There are two ways to approach the issue of optimizing TikTok Ads.
That’s a good strategy. Any marketer would want their ad campaign to be as effective as possible from the beginning.
There’s a problem, though. You don’t always have a silver bullet flying straight toward the heart of your metaphorical werewolf.
Besides, you can also read an exciting, in-depth piece on building an effective TikTok ad campaign here.
And to do that, we’ll analyze the matter from three lenses offered by Aristotle.
Side note: We would quote our long-departed friend, but search engines don’t seem to favor sources older than five years, deeming them obsolete.
So, you’ll have to take our word for it that he defined three modes of persuasion to convince the audience: ethos, pathos, and logos.
We’ll break them down below.
But the first step is always this:
1. Analyze Your Data.You can’t optimize something if you don’t know how that something performs in real-life conditions.
That’s why you should install TikTok Ads Manager during the first stages of creating your campaign. This tool will help you set the best audiences and strategies according to your goals, offering the right key performance indicators (KPIs) in return.
That data will help you sleuth out a range of issues that stand in the way of efficiency (sometimes, it can be as banal as getting the color tones slightly wrong).
TikTok Ads Manager offers three tools for data analysis:
Dashboard page: The bigger picture.
Campaign page: Detail analysis.
Reporting page: Your very own report card.
Before optimizing your campaign, check these three pages.
DashboardThe dashboard page will present a synthesized view of your performance metrics across various campaigns.
This will help you make better comparisons to notice patterns, spikes, and more.
Use these observations to inform your content and strategy moving forward.
Campaign PageThen, move on to the Campaign page to analyze the details of each campaign and ad.
You can customize the metrics you need the Ads Manager to show you, meaning you can explore anything that might have piqued your interest during the previous step.
Pro tip: Look at the insightful audience analysis, using specific dates and times to get more “a-ha!” moments.
The audience tab is essential because your ad isn’t just thrown into the ether; it should find real-life people and convince them to purchase your products.
Reporting PagePrint or save any data and charts that you think would be useful for further analysis.
You want the correct data, but you also want it organized best for your team to draw insights.
You can choose from these:
You can also choose the time range, data order, and automated reports.
Pro tip: Leverage extra add-ons like Shopify Pixel, the Reach & Frequency (R&F) ad buying method, or other tools that help you analyze your performance.
You can then move on to trying to persuade your audience in a new, more effective way.
That brings us to the following point.
2. Redefine Your Ethos.Ethos defines the level of persuasion related to your character, morals, and ethics.
In short, you will want to ensure you’ve made a good impression instead of stumbling awkwardly beneath TikTok’s limelight.
Why Is That Important?TikTok statistics show that most people using the platform are below 24 years old.
Other data also shows that customers in this age group prefer brands that:
Align with their values.
Help them make a change in the world.
Now ask yourself this question:
Has your brand – aka the speaker – achieved these goals?
How To Analyze EthosTurn to your analysis reports for the answer.
Opinions about your brand.
Attitudes toward your brand.
Actions about your brand.
Compare these metrics by considering the time of day and date too.
Or perhaps you have many views but few likes throughout your campaign because your content doesn’t resonate with your audience.
What You Can Do About ItWe recommend approaching the matter from three directions:
Check That You’re Addressing The Right Audience
Comb your initial strategy again to ensure you’ve picked the right target.
Use TikTok Ads Manager to optimize your audience according to specific filters and keywords.
Create lookalike audiences using the Ads Manager. That means cherry-picking your most loyal fans and letting TikTok figure out identical profiles on the platform.
Check Your Shared Values
Go through each ad, ad group, and campaign, analyzing them through the lens of your values.
Which one had more success?
Evaluate them using the KPIs you set at the beginning of your campaign, as they’re in accordance with your goals.
Reconsider and readapt those values, or make them more visible in your communication, depending on who you’re speaking to. For example, one audience may be interested in authenticity; another may care more about sustainability or low prices.
Reconsider Your Speaker
Maybe the engagement metrics and other data suggest that your brand is not the best speaker to convince your audience.
Here’s the solution: Consider partnering with a content creator.
Data about micro-influencer marketing suggest that micro-influencers are the best solution for most companies because:
Their engagement rate is 60% higher than macro-influencers.
Their conversion rate is 20% higher compared to macro-influencers.
They are more credible than brands for 61% of customers.
3. Redefine Your Pathos.Pathos represents the emotional appeal you’re using in a discourse. That means you’ll have to analyze the metrics referring to those emotions.
You’ll also want to test different messages or tactics.
Why Is That Important?And that’s valid for all people.
TikTok audiences, in particular, also need emotion-eliciting content because:
That’s their profile, according to the current research.
The channel is of this nature. The short videos have to attract attention immediately.
Note: Strong, mathematical facts can attract attention, but those facts usually elicit strong emotions in return.
How To Analyze PathosStart From The Level Of Your Values And The Connection You Want To Create With Your Audience
Analyze critical metrics about:
The number of views.
Move On To The Mood You Created
Emotions are connected to the mood you’re setting, which on TikTok includes:
Music.
Special effects.
Colors.
Using trends that people identify with.
Using strategies like humor, controversy, or creating fear of missing out (FOMO).
And more.
To grasp the importance of these factors, look at how Julian de Medeiros (author, podcast creator, and philosophy lover) creates his posts’ atmosphere.
The clips always suggest and enhance a reflective mood, from how Julian films himself from below to the space he’s in (initially his home, but most recently his car) to his messy hairstyle and bluish-gray colors around him.
Most times, it feels like Edgar Allan Poe will pop out any second and join the videos.
What You Can Do About ItTake into account every little detail that can elicit emotion, from colors to the placement of your product and musical notes.
Ensure your strategy creates emotion (humor, controversy, the feeling of belongingness to a community) that suits your audience.
Change or adjust your strategy according to what the numbers suggest.
Remember that pathos is connected to ethos; you must have the right speaker that can elicit these emotions.
Make sure your product/brand is still in the limelight. You don’t want the mood or the person delivering the message to outshine the thing you’re trying to sell.
Grab your viewers’ attention from the first second or two because attention spans are limited on TikTok.
Cuvva offers an excellent example here because people relate to the hassle of renewing their car insurance from the first scene.
4. Redefine Your Logos.Logos is the third and final mode of persuasion in Aristotle’s Rhetoric, referring to the layer of logical arguments.
These are the hard facts your audience should learn.
Why Is It Important?Facts without emotions may be cold, but feelings without facts create a fairy tale instead of an effective ad.
Besides, Gen Z is proven to be down-to-earth. They want proof that a product works and that a brand is worth buying from.
How To Analyze LogosStart over from your reports.
Reassess that initial profile or persona you created.
Use TikTok Ads Manager to assess the profiles who engaged with your brand the most.
What do your KPIs tell you about how your audience interacts with the facts and arguments within the clip?
Do they ask for more information?
Do they agree?
Do they take the desired action according to your goals?
What You Can Do About ItProduct Tutorials
K18 did a stellar job with its Spark Ads, showing how K18 products can improve influencers’ hairstyles immediately. Followers increased to 20,000 from 2,000, and sales increased by 70% after just a month-long campaign.
NumbersUse numbers and statistics to drive your point across.
Deutsche Telekom used facts without boring its audience in four engaging TikTok clips with the following results:
97% average watch time increase.
24,000 new followers.
50.9% ad recall increase.
User-Generated Content
Product reviews are shown to be extremely convincing.
Rewards
There are few better arguments than getting a prize, discount, or even recognition.
The diamond bridal jewelry retailer James Allen incentivized users with a 30% off discount code to drive newsletter signups and product purchases. The results:
66% lower CPM.
67% lower CPC.
12% lower CPA for the add-to-cart objective.
45% lower non-bounce CPA.
Over 3,500 signups.
5. Stay Flexible.The fifth and last step in your plan is maintaining flexibility, even if you have made a plan.
You want to re-check your results, look for higher-performing tools, and optimize your budget.
Although TikTok can be likened to an Ancient Greek platia (the fancy word for “square”), budget often dictates exposure.
But it would help if you leveraged all those tools while keeping an open mind.
Hopefully, that’s what this article taught you to do.
Follow these tips and insights, and you’ll be well on your way to optimizing your TikTok campaigns like a pro.
More resources:
Featured Image: Kaspars Grinvalds/Shutterstock
Ppc For Saas Marketing: 6 Proven Ways To Use Paid Search
SaaS marketing often falls into niche categories where relevant keywords can be limited, and differentiating B2B from B2C intent can be a challenge.
However, there are several different ways to use PPC to reach potential customers and re-engage those who may be in a consideration phase.
In this article, you’ll learn six PPC tactics SaaS companies use to target the right people and keep their products top-of-mind.
1. Competitor Keyword BiddingSometimes, non-brand search keywords can be difficult to nail down for niche SaaS products.
Bidding on competitor names can be an effective tactic to target people who are in the market for your product, especially when first entering the foray of search.
You can latch onto familiarity with a larger competitor that may have more search volume than your own brand.
While you shouldn’t directly mention your competitor by name in an ad (for both trademark and ethical reasons), feel free to highlight differentiators for your brand. Research your competitors to keep tabs on areas where they may be weak and you are strong.
For instance, if a competitor has recently increased their pricing, current users and those in research mode may be more open to other options. You can capitalize on mentioning your more efficient pricing, if that is your brand’s selling point.
2. LinkedIn Lead Gen FormsLead gen forms can help bring cost per acquisition down.
Lead gen forms allow a user to submit a form for an offer directly within the LinkedIn feed without leaving to go to a website.
Lead gen forms reduce friction and often tend to convert at a higher rate and lower cost per acquisition than using a dedicated landing page.
According to LinkedIn, the average conversion rate on a lead gen form is 13% (compared to an estimated average of 2.35% for landing pages).
Generally, lead gen forms tend to work best to promote a gated asset toward a higher funnel or mid-funnel audience. You can then continue to follow up with the individuals who submit the form, using a marketing automation platform.
3. Cross-Channel RetargetingMany SaaS businesses deal with trying to reach narrow audiences that may only have a few relevant targeting options on each platform. To maximize reach to the right individuals, retarget potential customers across channels.
For instance, you might be using LinkedIn to target people who have specific titles, are members of certain groups, or work for companies on an account list.
While LinkedIn might be the only place you can directly target via this criteria, if you can get people to your site for a higher funnel ask such as reading a piece of content or signing up for a webinar, you can then add them to an audience for retargeting.
Be sure to use proper UTM parameters to delineate the specific audiences you want to retarget.
You can then use a channel such as Google or Facebook to create a retargeting audience of people who visited URLs containing those parameters.
For instance, a LinkedIn ad URL for people who visited a webinar signup page from a campaign using account-based targeting might have the following parameters:
utm_source = linkedin
utm_medium = paidsocial
utm_campaign = Webinar_AccountList4.
You can then create a retargeting audience that “contains” this string from the URL: utm_source=linkedin&utm_medium=paidsocial&utm_campaign=Webinar_AccountList
4. Prospect List TargetingYou may have a list of prospects who are being worked by sales, or people who have expressed initial interest in your brand by signing up for a webinar.
As long as these individuals have opted into receiving marketing communication, you can upload these lists to target them across ad platforms, or sync lists to automatically update, depending on your automation platform setup.
Most major ad platforms support some form of list targeting so you can reach people across Google, Microsoft Advertising, LinkedIn, Facebook, Quora, and others.
Here are a few suggestions for utilizing prospect lists in ad campaigns:
Engage prospects with a different form of content. For instance, if someone initially signed up for a webinar, they may be interested in reading a Buyer’s Guide.
Identify prospects who initially signed up but have dropped off the radar from communicating with sales. You can put an additional discount in front of them or perhaps a longer trial period than you normally offer to sweeten the deal.
Upload a customer list to exclude from targeting so you don’t waste your budget on current customers.
Use a customer list to create a lookalike audience to target individuals with similar characteristics to current customers.
5. Account List TargetingIn addition to targeting specific individuals, you can also use ABM (account-based marketing) to reach select companies you’d like to target.
Out of the major self-service ad platforms, LinkedIn is the primary route for uploading account lists.
You can also overlay additional targeting onto the account lists to ensure you’re reaching the right decision-makers in the organization.
6. Video View RetargetingSometimes, SaaS products offer complex solutions that can’t be easily explained in a brief social post.
An explainer video can present the problem and how the product solves it, as well as establishing initial brand recognition for the product.
Even if a video doesn’t work for immediate conversion, you can run a video ad on Facebook, LinkedIn, or YouTube targeting a top-of-funnel audience and create an audience based on video viewers.
You can then retarget engaged viewers with an asset download or another CTA.
ConclusionReaching the right in-market buyers for a SaaS product can be challenging. But nailing down the right strategy through testing various platforms and ad formats can often be rewarding in the end.
Having the right tracking infrastructure in place to properly measure trial/demo registrations, upgrades, and recurring subscriptions is crucial to inform longer-term strategy as well, as you review what tactics are most likely to yield long-term customers.
So make sure you’re able to properly attribute what results you’re getting from each platform and campaign, and start testing some new tactics!
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All screenshots taken by author, July 2023
5 Ways To Spot Scam Emails
5 Ways to Spot Scam Emails
The scammers sending these scam emails are so cunning that they spoof their email address by pretending to be legitimate company or organization. Therefore, for a layman user it is next to impossible to spot these phishing emails.
Here in this article, we have summed up 5 simple ways of spotting a scam or phishing email.
How To Spot Scam Emails 1. Email Asking For Personal CredentialsWhenever you receive an email asking you for personal details, cross check with the corresponding bank or organization before providing the same.
Also Read: Nine Ways to Improve Cyber Security
2. Emails Containing Lucrative PhrasesAlso, many at times you may receive an email in which a certain product is offered just for free or at unrealistically low price. Believe us, there’s nothing free in this world. Everything comes with a price tag and the one claiming to be free will actually cost a lot.
So, whenever you receive such an email stating that you have won millions of dollars or a MacBook is offered at .99 cent then it is nothing more than a trap.
3. Fraudulent Charity EmailsUndoubtedly there’s nothing more wonderful feeling in this world than helping someone. This deed can’t be expressed in words. Also, every human being has a soft corner in his heart to help needy people. The scammers target this soft corner to fulfill their evil needs.
In a natural disaster or calamity many organizations start charity funds by asking people from all over the world to contribute. However, many fraudulent websites see this as an opportunity to earn money. They pretend to be a genuine charitable trust and scam the users by asking them money.
The Federal Bureau of Investigation themselves reported that they come across more than 4000 fraudulent websites claiming to be a charitable organization, during the period when USA was hit by Hurricane Katrina.
Also Read: How to Use Windows AppLocker to Prevent Cyberattacks
4. Email Asking for Immediate ACTIONAnother method that is followed by scammers to trick the users is sending the emails that require an immediate or urgent action.
A common example of the email can be, “Confirm your account details now else it will be terminated”. Or it can be like, “Grab this! Only two lefts in stock”. These types of emails trap the user more easily when compared to others, as user tries to respond as soon as possible.
Also, in case you receive an email from your bank or credit card company regarding your account suspension then it is better to verify with them regarding the authenticity of the email.
5. Emails with Grammatical ErrorsThis is one of the easiest and simplest method to differentiate between a legitimate and illegitimate email. The phishing/scam emails often contain spelling blunders and incorrect use of grammar which can never ever be the case with legitimate emails.
Also Read: Is Windows Defender Good Enough for Your PC?
Bonus Tip: Always look for the “from” field in an email to make sure that website domain is same as the company name that has sent the email.
So, folks, that’s it from our side. Hope this article will now help you in distinguishing between a scam and a genuine email.
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