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A three-step approach to check for paid search campaign mistakesIn an ideal world, enterprising entrepreneurs would only need to set up shop, open their virtual doors, and find customers lining up to buy their products. Of course, it’s never that easy. Digital marketers have to actually go out looking for them. And once you find them, you need to convert them.
PPC campaigns can work, and some work quite well. But they can be minefields for mistakes, and the most common is the marketing equivalent of ‘keeping up with the Joneses.’ Many digital marketers think they should run a PPC campaign because everyone else is doing it.
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The top 10 paid search mistakes and what to do instead. Covering the most up to date and most common mistakes the guide is a great reference point to help you succeed with paid search marketing.
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Avoiding PPC mistakesAfter initial setup of PPC by a startup or smaller business, there are a grab bag of issues which can be avoided to make your paid search investment more effective, including:
Paying for it. Many companies run PPC campaigns without ever needing them. They already show up in the top rank of organic search results, so there isn’t a need. If you can get it for free, it isn’t worth a price — at least not a monetary one.
Drawing a loyalty tax. If customers are searching for your brand directly, do you really need to bid on your company’s trademarks and related terms? Essentially, you’re being ‘taxed’ by Google for customers’ loyalty.
If you find that PPC is right for your business, it’s often best to approach it scientifically, which can help you determine what works. It also can help determine what isn’t working for an existing PPC campaign.
Determining what works for your PPC campaignSo many metrics and tools exist (not to mention a bevy of best-ways-to-do-this-or-that blog posts) that it’s becoming increasingly difficult to know what works. In my experience, it starts with diagnosing the problem with a PPC campaign, then resolving its underlying issues.
Together, this entails three steps:
Step 1: Identify the objective. Most businesses have an objective for their PPC campaigns. It provides a point of reference to measure against, so pick the objective that matters most to you. Our company, for example, uses a metric to value visitor contributions to site performance. Your objective may be conversion rate.
Step 2: Change the campaign. I’m not suggesting you change the entire campaign, but a piece or two that will likely positively affect your chosen objective. Maybe you swap some keywords in the campaign or revise the copy to make an impact.
Step 3 Measure the impact. Did the metric change the way you expected? If you picked an objective that really matters and made a drastic change to the campaign, you’ll probably see speedy results. If you’re waiting months and there’s still no impact, rethink your change or even your objective.
Making a change with a negative impact isn’t the worst thing that could happen. The Internet has a ridiculously short memory, so simply revert back to your original approach, and the campaign will often start working like it did before. Then, go back to step one or step two and make a different change.
Strategizing PPC solutionsWith any solution, it won’t do you much good if you just come to it haphazardly. You have to be strategic, and developing a strategy for diagnosing and remedying PPC issues often involves three factors:
1. Engagement: Define the value of customer engagement. How much are customers worth to you, not just in terms of revenue but total value? Do customers review or recommend your company’s products or services? Do they participate in non-revenue ways? Identify what these things mean to you.
2. Delivery: Define the value of your delivery. While delivery involves the value of your company’s products, it also relates to the value of other features, such as customer support, customer service, policies, procedures, and similar aspects of your business. Compare these features to those of other companies — both direct competitors and unrelated businesses. Are you delivering value? What’s this value worth to customers?
3. Interaction: Once you know the value of customers and your company’s worth to them (or at least what you think you’re worth), you have a foundation to strategically diagnose and remedy your PPC issues. You have something to measure and optimize.
If you know what consumers want, it’s much easier to give it to them. In turn, they’ll likely start giving you what you want.
So do your homework, and if you decide a PPC campaign is right for your company and check the agencies you’re working with are using an efficient PPC strategy.
Image credit/ Copyright: Anatolii Babii / 123RF Stock Photo.
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Why Hulu Watch Party Feature Isn’t Available For You?
The company recently announced a new feature that has us excited. Hulu Watch Party is the new feature by Hulu that allows you and your friends to watch content on Hulu simultaneously in real-time. It also has a chat feature that will allow you and your friends to converse with each other while watching your favorite show.
If you have been looking to avail of this new feature by Hulu and haven’t been able to find it, then there can be multiple reasons why this feature is unavailable to you. Let’s take a look at some of the most common reasons why the Watch Party feature is unavailable to you.
Limited Rollout
Even though Hulu announced the feature officially today, it is still being rolled out to users in batches. This method of making the feature available helps track bugs and issues with the service easily without affecting all of the existing user base.
It also makes it easier for the developers to roll out a stable release without bugs affecting everyone using Hulu in the first place. If you do not have the Watch Party feature available to you, then you should wait for a few days as it is being rolled out to users in small batches.
Under Testing
Watch Party is still a fairly new feature that uses significant bandwidth and resources on your system. Bugs with the service are expected in the initial days which is why developers are slowly making the feature available to everyone.
This will give them a chance to fix upcoming bugs at a steady pace while making sure that any errors or major bugs do not end up affecting Hulu’s entire userbase. Once the feature is out of its testing phase, it will be available to everyone using Hulu.
PC/Web only
If you are trying to access Hulu from a mobile device then chances are that the new Watch Party feature will be unavailable to you. This is because the feature is still in its initial rollout phase which means that currently it has been only released for desktop PCs. You will need access to a desktop browser to access this feature.
Friends and family looking to join you for a watch party on Hulu will also need access to a desktop system and browser to access the Watch Party. Support for mobile devices is expected to come in the future but there is no official word on it yet by Hulu.
US only
Lastly, if you are not in the US and are trying to access this feature then it is likely that it is not available to you. Hulu as a streaming service is currently only available in the US, which means that the Watch Party feature is also only available to the users residing in the US. If you are outside the US and accessing Hulu using a VPN, there is still no guarantee that you will be able to get Watch Party.
Hulu regularly keeps checks on their users’ locations even if they use VPNs which results in many of them being unable to access their accounts regularly. Hulu likely has restricted access for you to its services due to your location being outside the US.
These are the most common reasons why you are unable to access Watch Party as a feature on Hulu. If available, you can try appropriate fixes depending on your reason to try and fix the issue on your end. But we recommend waiting for a few days as Hulu is expected to roll out the feature to all its users in the coming weeks.
New Ppc Salary Report Details How Much Ppc Pros Earn
A worldwide survey of paid search professionals provides a clear picture of what they’re earning across various sectors and locations.
Duane Brown, CEO and Head of Strategy at Toronto-based ad agency Take Some Risk Inc. has released his seventh annual PPC Salary Survey.
Using responses submitted by 715 digital marketing professionals worldwide, its goal is to provide salary transparency to ensure all PPC professionals are fairly compensated.
Using data collected in February 2023, this report includes information from Australia, New Zealand, Canada, the U.S., India, the U.K., the Netherlands and other European countries.
Top Insights from the ReportThis 111-slide report includes an includes a significant amount of data, including salary breakdowns by region, employer type, experience and gender. Some key insights include:
The average salary for PPC professionals ranges from $45,875-$174,215 in the U.S., $52,000-$149,000 in Australia and New Zealand, €37,900-€67,330 in Europe and $45,250 to $154,250 in Canada, depending on experience.
The gender pay gap persists within the search marketing industry, with males with 10-15 years of experience earning an average of 11% more in the U.S., 19.2% more in the U.K. and 15.2% more in Europe. This gap exists across experience levels.
From 2023 to 2023, average salaries in the field have grown by approximately 6.5% in the U.S., 5% in Canada, 6% in the U.K, and 11% in Europe. Average salaries in Australia and New Zealand have remain largely unchanged.
In-house and agency salaries remain roughly equivalent, while freelancers tended to outearn both, with an average compensation of $96,335 in the U.S., £44,500 in the U.K. and €68,672 in Europe.
Average Salary ComparisonsFor a better understanding of the figures in this report, we have compared estimates and averages from a variety of sources:
Duane Brown – $40,000
Glassdoor – $46,920[1]
PPC Specialist, 3 years’ experience – New York, NY
Duane Brown – $93,625
Glassdoor – $77,009[3]
Indeed – $83,119[4]
LinkedIn – $75,000[5]
Senior Digital Marketing Manager, 5 years’ experience – London, UK
Duane Brown – £56,600
Glassdoor – £63,305[6]
LinkedIn – £62,500[7]
Totaljobs – £52,000[8]
Paid Search Specialist, 8 years’ experience – Berlin, Germany
Duane Brown – €55,566
Glassdoor – €57,740[9]
Paylab – €63,876 [10]
As you can see, Brown’s numbers are broadly in line with what other sites are finding.
However, he is careful to note that some professionals may have only been in paid search for a portion of longer careers, so their salaries may skew higher. An employee just starting his or her career will not have the earnings power of someone who has been in the workforce longer and has transitioned to a paid search role.
Additionally, as these statistics were compiled by self-respondent subjects, numbers from may not be as accurate as those from governmental sources.
Featured Image: lassedesignen/Shutterstock
The Magic Wheel Of Ppc Automation Optimization
Wait, how does one optimize automation?
Doesn’t one simply push the button to move to Target ROAS or Smart Shopping campaigns, then sit back and crack open a cold one while the machine does the heavy lifting?
Automation isn’t fire-and-forget.
In fact, sometimes your job as the babysitter may be more hectic than you would have expected as you troubleshoot and guide the machine learning algorithms.
In this article, we’ll take a look at the bigger picture of managing automation and analyze the theory behind making decisions, so that the tactical process is better guided.
You’ll find tips for building the right framework, which can then be used for making solid automation decisions.
When it comes to making automation optimization decisions, we increasingly use something called the “Magic Wheel of Automation” as pictured below, in this state-of-the-art and expensive (most likely worth millions in NFT) chart.
While many people think automation is something to be set and ignored, aside from a small adjustment every once in a while, I encourage you to think beyond that.
When it comes to the way automation works, it is important to realize that machine learning (ML) is based on the data inputs it is given.
This means if the data inputs are incorrect, false, unclear, or incomplete, the ML algorithm will likely miss the target, no matter how intelligent that particular algorithm happens to be.
Once automation doesn’t appear to work, we should obviously investigate our data inputs to ensure they are complete (is your conversion tracking code placed correctly)?
But I have found that the last two issues that can occur with ML (unclear or incomplete data) are the ones where the greatest opportunity to refocus the machine lies.
This is where human-guided automation comes in.
If your data is unclear or incomplete, it is unfair to blame the machine. Neither human nor machine can make great decisions based on faulty data (though I suspect humans may happen to get luckier at times).
Where the Magic Wheel of Automation Comes Into PlayFirst, it’s not magic at all.
That’s my semi-dry sense of humor coming into play in the same way I like making fun of “hacks” that aren’t actually hacks – they’re simply best practice.
There is nothing magic with the wheel. You, the human manager, are simply working with PPC automation in a neverending process that includes these four (five, if you count the bonus) steps:
Discuss strategically.
Develop a plan.
Build the plan.
Analyze the data.
Repeat endlessly.
When you have a specific problem you want to solve with automation, you need to begin by discussing what it is and how you will solve that problem.
This involves communicating with your client (or others who can inform this decision) and researching the different aspects of what you are trying to accomplish.
What sort of automated bidding solution will work best in this specific situation based on the data you have, your client’s objectives, and the goals you are trying to accomplish?
You must then put your strategy down into actual steps for which you can accomplish what you have created, and then you must build that plan.
Once everything is in place with automation, this is where many people stop: at the end of step three.
They pat themselves on the back as the automation is now at work.
But what happens if your strategy is missing a key component?
What happens if the automation doesn’t actually “work?”
Rather than stop here, you must now analyze the data you receive from your plan (make sure to give yourself enough time, of course) and most importantly, you must then be willing to move into a further strategic discussion to rethink and rebuild your automation.
Many people think because they are using ROAS targeting in this DSA campaign, that their job is done.
What happens if you rethink how the DSA campaign is structured?
What happens if you determine that this set of pages should be set apart and targeted with a CPA bidding strategy instead?
If you are managing automation well, not only are you never walking away from your automated campaigns, but you are constantly rethinking them and testing new structures, audiences, bidding strategies, and more.
Automation doesn’t take away your job; it changes your job.
Let’s play this out practically. Sometimes it’s easier to actually see it in a real scenario.
You decide to test Smart Shopping in this account, but it isn’t working.
You have tested your conversion data, uploaded complete and accurate audience lists, and have enough conversions over time for those products. Now, what do you do?
Time to start into Step 1.
You connect with the client or internally run an audit to determine what it is about these products that might provide a better subset of products to target.
Or perhaps you connect with the client to re-discuss the target audience of the different groups of products they have to offer.
You had one Smart Shopping Campaign set up to target 5000 products with a $10,000 monthly budget and it wasn’t working in this case. You take those learnings and develop a plan.
You are going to take their 100 most important products and group them wisely into two separate Smart Shopping campaigns based on categories (since the target audiences for those two categories differ widely).
You then build those two campaigns and push them live, ready to crack a cold one.
Now that you’ve pushed things live, you make minor adjustments with budget and ROAS targets, but you give the campaigns a few weeks to see what happens.
You begin to analyze the data, and you learn a few more things.
You learn that some of the products perform exceptionally well in this one category, and you end up pushing that campaign harder.
You have learned now based on this new test that the second category you chose is not a great set of products for Shopping campaigns.
Regardless, whatever you learn, you decide to test another set of categories while leaving your first campaign running. You then talk to the client and begin to strategize the next test… and you are back into the wheel.
See how that works?
Unlike Thanos taking a break on his farm, your job is never done. Even with automation, you can’t rest (and hey, I’m excited about that!).
Human-guided automation is the future, and this is one way we look at managing it well in a process-oriented manner.
I hope this was helpful for you, and may the auctions be ever in your favor!
More Resources:
Image Credit
Screenshot taken by author, March 2023.
Reasons Why Your Android Is Charging Slow
It’s time to charge your phone, so you connect it to a power source like you usually do. You come back after a while thinking it’s almost done, only to see it’s barely charged or even notice that the power has drained. Various factors can contribute to the issue. Maybe by changing some habits, your Android device can charge as fast as it did before. Keep reading to see if the fix for your device is included.
Why Is My Android Device Charging So Slowly?It can be frustrating when you need to charge your device in a hurry, only to see that it is barely charged. But do you leave your phone alone when you charge it or are you constantly checking your messages? If you’re always using your phone, even when it charges, it will use the power to keep your device running so you can continue to use it. So don’t be surprised if little power will charge your Android device.
You can try charging your phone far from your desk. That way, it’s not close, so you’re tempted to grab it. Sometimes the idea of having to get up will discourage you from wanting to look at your phone.
The Battery Has DegradedIf your Android’s battery is two to three years old or has had 300-500 charging cycles, maybe it’s time to say goodbye. If you think this applies to you, the battery will be affected by about 20%. It all depends on how nice you’ve been to your Android device. Your phone will show signs that the battery is dying. For example, you’ll notice that the device is performing slowly and that the apps don’t respond as well as they used to.
Other signs to look out for include the following:
Drains faster than before
It is low when you restart it
It turns off for no reason
Doesn’t reach 100%
The android device feels thicker
It heats up while you charge it
Too Many AppsYou have an app for almost everything you might need. But, when you have so many apps on your device, they will all use power to keep themselves up and running, resulting in your Android device not charging fast enough since they will continue to run in the background.
Look through your installed apps and remove the ones you haven’t used in a long time. If you ever need to use it in the future, it’ll be waiting for you in Google Play. Even if they are paid apps you don’t use anymore, it’s a good idea to uninstall them. Removing them doesn’t mean you’re not subscribed anymore. You can always re-install and log in, and your subscription will remain. Google Play sends a notification that even if you uninstall the app, you are still a subscriber.
Be careful with Rogue Apps as well. These apps are designed to fool you into thinking they are trusted brands. Their goal is to gain unauthorized access to commit fraudulent transactions. These are the kind of apps that will install ransomware and malware or trick you into giving them money.
In my case, the number one culprit in draining my battery is WhatsApp. After selecting it, I changed the Background restriction to Restricted and the Battery Optimization to All apps.
When you select this last option, it will be set at Not optimized, but tap on the dropdown menu and choose all apps.
Are you Using the Right Cable?The slow charging could also be because of a faulty charging cable. If you’re using an older adapter even after getting a new phone, that could be why your Android is charging slowly. Try getting the original cable that came with your Android device. Even after all the mistreatment, a cable can go through, it can still charge a device. But the charging speed will be affected. You can also try replacing the power brick to see if that’s what’s causing your slow charging. It’s the piece of hardware that connects the wire to the power source.
Power SourceYou could try replacing it or maybe switch to another power source. You could also see a slow charging warning only on your device if the power source you’re using is your laptop, car, or battery bank. There is always the option of switching from wireless charging to cable. With wireless charging, you don’t have to deal with cables, but the charging is slower.
Damaged Charging PortAre you sure that your charging port is not damaged? You’d be surprised by how much dust can get in there and how easily the charging port can get damaged if one is not careful. Try using a plastic toothpick to carefully remove anything that might be in there that shouldn’t be.
Maybe It’s Time to Say GoodbyeNo device is going to last forever. Maybe its time has come to move on as a nice paperweight. There will come a time that no matter how many tips you try, it can’t be fixed. Now is the perfect excuse to get that new Android you’ve been looking at.
ConclusionWhy Your Restaurant Should Accept Mobile Payments
For most businesses, the decision to accept mobile payments is an easy one. Mobile payments, like digital wallets, contactless payments and payment apps, are faster and more convenient for customers.
But security concerns do exist regarding mobile payments, and some business owners may worry that it isn’t worth the risk. If you’re on the fence about accepting mobile payments at your restaurant, this article will give you some things to consider.
Pros and cons of mobile payments in restaurantsHere are some of the biggest pros and cons of accepting mobile payments at your restaurant.
Pros
Fast and easy: Mobile payments are a fast and convenient way for customers to pay for their food. And it’s easier for the staff to process transactions and get customers in and out of the restaurant.
Relatively secure: There is no foolproof payment system, but mobile payments are relatively secure. They tend to be more secure than credit card payments since mobile payments often require biometric authentication.
No wallet necessary: Although customers occasionally leave their wallet behind, it is far less common for them to leave their phone. This makes mobile payments a convenient option for both customers and restaurants.
Reward programs: Mobile payments and loyalty programs often go hand in hand. By accepting mobile payments, companies can not only offer mobile apps, but they can also send out coupons, promotions and reward points. This can boost sales and encourage customer loyalty.
Cons
Lack of privacy: One major downside of accepting mobile payments is that they are easier to track. Despite the fact that they are relatively secure, the mere fact that mobile payments are easier to track makes some customers more leery of using mobile payments out of the fear of potential hackers.
Not supported by all mobile phones: Another major con of accepting mobile payments is that not all mobile phones have this capacity. Therefore, some customers may become frustrated that they cannot use this method of payment and receive reward points.
Should your restaurant accept mobile payments?If you’re not sure whether mobile payments is the way to go, here are a few things you can consider.
Customer demographicsMobile payment users are overwhelmingly Gen Z, millennials and Gen Xers. Younger users are quicker to adopt new technologies than older generations, and they tend to be more comfortable with things like mobile payments. If your restaurant caters to these demographics, then accepting mobile payments may be a good choice for your business.
How to keep customer payments safeMost customers are aware of how easily sensitive information can be compromised, so they’re more cautious than ever. While many mobile payment users are excited about the technology and incentives like rewards and discounts, they’re also concerned about safety.
Some mobile payments are using the near-field communication (NFC) chip technology, which offers a higher level of security because no card information is exchanged. This eliminates many fraud concerns and can put your customers more at ease.
FYI
NFC payments have grown in popularity because they are contactless.
How you’ll adopt the technologyTo begin accepting mobile payments, your restaurant needs an NFC system, which allows your reader and a customer’s mobile phone to communicate through touch. A token of data is transferred, and the payment is made.
The NFC technology is somewhat costly compared to barcode or QR code payment processing, which you can set up through almost any point-of-sale system. Eventually, mobile payments will become the norm and more affordable, so adopting the technology early is a good idea.
Tip
Need a service to collect payments for you? Check out our best credit card processing picks.
The best mobile credit card processors for restaurantsIf you’re looking for a mobile credit card processor but aren’t sure where to start, here are four options you can consider:
Clover: When it comes to mobile payment processors, Clover can meet all of your hardware and software needs. The company’s hardware is top tier, and it offers competitive credit card processing rates. And Clover doesn’t charge per employee, so the software can grow with your business. Learn more in our Clover Credit Card Processing review.
Merchant One: Merchant One is a good option for businesses of all sizes, thanks to its affordable pricing and wide range of services. The software works on iOS and Android devices, and is flexible enough that small businesses can get the system up and running fairly quickly. Learn more in our Merchant One review.
Stax: Stax offers subscription-based pricing, so you’ll know what you’re going to pay for payment processing each month. You can use the software to offer a wide range of payment processing options to your customers. And if you invest in the highest package, Stax will automatically update a customer’s information when their credit card expires. Learn more in our review of Stax.
National Processing: National Processing offers competitive interchange-plus pricing, and once your rate is locked in, the company guarantees it for the duration of your contract. Plus, National Processing is more willing to work with high-risk businesses. Learn more in our National Processing review.
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