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Do Ad Typos Really Matter?

Your ad copy is often where a customer experiences their first impression of your business.

What happens if those critical words are misspelled?

According to this extensive study by the team at Website Planet, you can expect to pay 10-20% more for clicks than other advertisers (depending on geography).

You could also see 70% fewer clicks than your competitors.

Which makes sense! Typos and misspelled words, especially inRead more…

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Your ad copy is often where a customer experiences their first impression of your business.

What happens if those critical words are misspelled?

According to this extensive study by the team at Website Planet, you can expect to pay 10-20% more for clicks than other advertisers (depending on geography).

You could also see 70% fewer clicks than your competitors.

Which makes sense! Typos and misspelled words, especially in an ad headline, look unprofessional. Sometimes, they make your product look like malware. Overall, it’s a poor first impression that erodes trust.

Potential customers look at your storefront as a reflection of what using your software or product will be like. If the experience starts off with poor attention to detail, their faith in how you’ll attend to their needs as they use the tools is quickly demolished.

In the digital world, typos are often dismissed as inevitable. They sneak into texts, tweets, and sometimes, our website copy. But how do these little blunders affect the way potential customers interact with ads and landing pages? The folks at Website Planet were curious and decided to put spelling and grammar under the microscope. Let’s dive into the study. What they found was both surprising and enlightening.

They kicked off their investigation with a set of hypotheses. They figured that a typo in an ad might turn users off, leading to a dip in the click-through rate. Similarly, a typo-ridden landing page might not sit well with visitors, possibly causing a spike in the bounce rate.

So, they rolled up their sleeves and set up some A/B tests for Google ads and landing pages. They crafted three variants of an ad; one clean, one with a moderate typo, and another with an extreme typo. They also whipped up two landing pages; one typo-free and the other generously sprinkled with errors.

Now, the results?

First off, the typo-infested ads saw a decrease in clicks by up to 70% compared to the clean ad. And here’s the kicker, the geography mattered. In native English-speaking regions like the US and the UK, the clean ad won the day. But in India, an ad with a grammatical mistake unexpectedly took the lead. When it came to the cost, typos weren’t so forgiving. In the US, a typo could cost up to 10% more, while in the UK, the penalty for typos soared to 20% and a whopping 72% for grammatical errors.

Shifting the lens to the landing pages, the typo-laden page saw an 85% increase in bounce rate and an 8% reduction in time spent on the site. Despite a popular belief (backed by a Cambridge University study) that the order of letters in a word doesn’t matter much as long as the first and last letters are right, typos turned out to be quite the party poopers.

The takeaway? Good grammar isn’t just the hallmark of good communication; it’s a business imperative. Whether it’s the ad that introduces people to your brand or the landing page that welcomes them, a typo could be the difference between a bounce and a conversion. So, the next time you shrug off that typo, remember, it might just cost you a click, or worse, a customer​1​.

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How Web Accessibility Platforms Should Fight For High-Quality Leads in 2023

As competition intensifies, a great example of a crowded SaaS digital marketing space is the web accessibility platform. In today’s post, we’re going to dive into this competitive digital space where a few major players are fighting for leads using the obvious digital ad platforms and other demand gen strategies.

In today’s digital world, ensuring that websites and applications are accessible to all users, regardless of their abilities, has become a critical component of successfulRead more…

Continue reading >

As competition intensifies, a great example of a crowded SaaS digital marketing space is the web accessibility platform. In today’s post, we’re going to dive into this competitive digital space where a few major players are fighting for leads using the obvious digital ad platforms and other demand gen strategies.

In today’s digital world, ensuring that websites and applications are accessible to all users, regardless of their abilities, has become a critical component of successful online businesses. As the global population becomes increasingly diverse and digitally connected, web accessibility platforms are rapidly gaining prominence. These platforms enable businesses to comply with accessibility guidelines and create inclusive online experiences for users with disabilities.

The web accessibility platform space is dominated by several key players, each striving to provide the best solutions for businesses looking to make their digital assets accessible to all. Some of the most notable names in the industry include AudioEye, AccessiBe, UserWay, and Siteimprove, among others. These companies offer a range of tools and services to help businesses achieve compliance with accessibility standards such as the Web Content Accessibility Guidelines (WCAG) and Section 508 of the Rehabilitation Act.

These platforms are typically geared towards decision-makers in various industries, such as marketing managers, IT directors, and business owners, who are responsible for ensuring their digital assets are accessible and compliant with accessibility regulations. In addition, these platforms are designed to cater to diverse sectors, including retail, healthcare, education, and government organizations, among others.

As the demand for web accessibility continues to grow, companies in this space are constantly innovating and refining their offerings to help businesses create accessible and inclusive digital experiences for all users.

Consider, for example, this fierce battle for Google brand name searches:

AudioEye can implement several strategies to protect its brand name and improve its ranking on Google Ads when its competitor AccessiBe is ranking first for “AudioEye” brand name searches:

1. Bid on branded keywords: Start bidding on “AudioEye” and related branded keywords to ensure that AudioEye ads appear above AccessiBe’s ads. Branded keywords tend to have a lower cost per click, so this can be an effective way to push competitors down in the ad rankings.

2. Optimize ad copy: Make sure your ad copy highlights AudioEye’s unique selling points and differentiators, like superior features, customer support, or pricing. This will make your ads more compelling to users and improve click-through rates, which can help increase your ad’s ranking.

3. Use ad extensions: Implement ad extensions such as sitelinks, callouts, and structured snippets to provide more information about AudioEye’s product offerings and services. This will make your ad more informative and visually prominent, increasing the likelihood that users will click on it instead of the competitor’s ad.

4. Improve Quality Score: Focus on improving your Quality Score by optimizing your landing pages, ad relevance, and expected click-through rate. A higher Quality Score can result in higher ad rankings and lower costs per click.

5. Monitor competitor activity: Regularly monitor AccessiBe’s ad strategies and adjust your bids, ad copy, and targeting accordingly. This will help you stay one step ahead and ensure your ads continue to outperform your competitor’s ads.

6. Target competitor’s keywords: Bid on AccessiBe’s branded keywords, positioning AudioEye as a superior alternative. This will help capture some of their audience and increase your brand visibility.

7. Leverage remarketing: Implement remarketing campaigns to target users who have previously visited the AudioEye website but didn’t convert. This will help to bring them back and increase the likelihood of conversion.

8. Optimize targeting: Refine your audience targeting to focus on users who are more likely to be interested in AudioEye’s offerings. This can include targeting based on demographics, interests, and in-market segments.

9. Increase ad spend: Consider increasing your ad budget to outbid AccessiBe for top ad positions. This can help to secure higher rankings in the short term, but it’s essential to monitor the return on investment to ensure the additional spend is justified.

10. Report trademark violations: If AccessiBe is using the “AudioEye” trademark in their ad copy, you can report it to Google for trademark policy violation. Google may take action and disapprove AccessiBe’s ads containing the trademark.

By implementing these strategies, AudioEye can effectively fight back against its competitor’s Google Ads tactics and protect its brand name in search results.

What else can a company like AudioEye do to reach decision makers and land more customers like Calvin Klein, Olive Garden, and WebMD?

1. Leverage Clever Zebo’s experience in accessibility

At Clever Zebo, we’ve had the pleasure of achieving a big revenue bump for our user testing platform client, Loop11, who has done a lot of accessibility work. By improving revenue and lead flow, we demonstrated our expertise in this area. AudioEye can tap into this experience to enhance their marketing efforts and reach their target audience more effectively, and if luck shines down on us, get a 43% revenue boost the way Loop11 did with Clever Zebo’s expertise.

2. Clean up typos in marketing materials

It might seem minor, but typos can have a significant impact on conversion rates. Research has shown that a single spelling mistake can cut online sales in half. AudioEye should meticulously proofread their marketing materials to avoid sending the wrong message to potential customers.

3. Utilize LinkedIn’s advanced targeting capabilities

LinkedIn allows you to target specific job titles, industries, and even company names. By leveraging these capabilities, AudioEye can directly reach decision makers at companies like Calvin Klein, Olive Garden, and WebMD.

4. Partner with industry influencers

Influencer marketing can be a powerful way to reach decision makers. AudioEye can partner with industry influencers who can vouch for their product and open doors to valuable connections.

5. Create case studies and whitepapers

Decision makers love data-driven content. AudioEye can create case studies and whitepapers that showcase their successes and establish them as industry experts.

6. Host webinars and workshops

Webinars and workshops offer a unique opportunity to engage with decision makers directly. AudioEye can host events that tackle relevant topics and showcase their expertise.

7. Offer exclusive content

By offering exclusive content in exchange for contact information, AudioEye can build a valuable database of potential customers, including decision makers from target companies.

8. Utilize remarketing campaigns

Remarketing campaigns allow AudioEye to target users who have shown interest in their services but have not yet converted. By staying top of mind, they increase the likelihood of decision makers taking action.

9. Invest in content marketing

High-quality content can position AudioEye as an industry leader, attracting the attention of decision makers. They can create blog posts, videos, and podcasts that demonstrate their expertise and engage their target audience.

10. Join and participate in industry forums

Active participation in industry forums can help AudioEye establish credibility and connect with decision makers. By sharing their expertise and engaging in discussions, they can create valuable networking opportunities.

11. Monitor and counter Accessibe’s SEM bidding

As previously mentioned, AudioEye faces tough competition in the form of Accessibe’s aggressive SEM bidding strategy. To combat this, they can monitor Accessibe’s bidding activity and adjust their own bidding strategy accordingly. This can involve bidding on long-tail keywords or focusing on ad placements with less competition.

12. Develop a robust referral program

Referral programs can be an effective way to acquire new customers. AudioEye can incentivize existing customers to refer their network, potentially reaching decision makers at target companies.

Now, diving deeper into #10, it’s easy to say companies should be partnering with industry organizations and participating in industry forums, but which ones specifically should a web accessibility platform like AudioEye team up with to strengthen its position as a leader in the web accessibility space, collaborate with other experts, and contribute to the ongoing development of accessibility standards and best practices?

For AudioEye to build strong industry partnerships and expand its network, collaborating with the following forums and organizations would be highly beneficial:

  1. Web Accessibility Initiative (WAI): A leading organization that develops accessibility guidelines, WAI is part of the World Wide Web Consortium (W3C). Partnering with WAI can help AudioEye stay up-to-date with the latest accessibility standards and contribute to the development of future guidelines.
  2. International Association of Accessibility Professionals (IAAP): As a professional association dedicated to individuals and organizations working in the field of digital accessibility, IAAP offers certifications, resources, and networking opportunities. Partnering with IAAP can help AudioEye gain recognition as an industry leader and collaborate with other professionals in the field.
  3. Global Initiative for Inclusive Information and Communication Technologies (G3ict): An advocacy organization that promotes digital accessibility policies and practices worldwide, G3ict offers resources, tools, and support to drive the adoption of accessible technologies. Collaboration with G3ict can help AudioEye expand its reach and promote its platform on a global scale.
  4. Accessible Rich Internet Applications (ARIA) Working Group: As part of W3C, the ARIA Working Group focuses on developing accessibility standards for web applications. Partnering with this group can help AudioEye contribute to the development of new accessibility techniques and stay current with industry trends.
  5. National Federation of the Blind (NFB): As one of the largest organizations advocating for the rights of blind and visually impaired individuals, NFB is an influential partner for companies like AudioEye. Collaborating with NFB can help AudioEye gain insight into the needs of blind users and promote its platform within the community.
  6. American Foundation for the Blind (AFB): Similar to NFB, AFB is a national organization focused on improving the lives of people with vision loss. Partnering with AFB can help AudioEye reach a wider audience and work together to address accessibility challenges.
  7. Industry-specific forums and conferences: AudioEye should consider partnering with industry events and conferences that focus on accessibility, such as the annual CSUN Assistive Technology Conference, the M-Enabling Summit, and the Accessibility Camp series. These events provide opportunities for networking, collaboration, and knowledge sharing with other professionals in the accessibility field.

These are just a few thoughts on how web accessibility platforms like AudioEye can stand out in the crowded digital landscape and get a leg up.

If you’ve read this far, we are blown away.

Seriously, write in and tell us.

We’ll buy you a frappuccino.

Until next time, farewell.

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Increase Sales & Improve ROI with Instagram Shopping

In late 2020, Facebook made a splash on the eCommerce scene with the launch of Instagram Shopping in the United States. We’ve done a write-up on this exciting new feature set, so you can get acquainted and be on your way to massive sales numbers in 2021.

What is Instagram Shopping?

Instagram Shopping allows brands to sell products directly on Instagram, without consumers having to leave the app. They packed this product launchRead more…

Continue reading >

In late 2020, Facebook made a splash on the eCommerce scene with the launch of Instagram Shopping in the United States. We’ve done a write-up on this exciting new feature set, so you can get acquainted and be on your way to massive sales numbers in 2021.

What is Instagram Shopping?

Instagram Shopping allows brands to sell products directly on Instagram, without consumers having to leave the app. They packed this product launch with tons of features (which we’ll get into below) including a dedicated shopping feed, product tags, in-app checkout, and more.

This takes a lot of the friction out of the funnel, and enables a smooth transition from discovery to conversion.

Some advertisers, like Barbour, are seeing a 42% increase in Instagram sales using some of the Instagram Shopping features.

Why does Instagram Shopping matter?

Instagram (and influencers on their platform) have massive sway when it comes to product purchases. 70% of shopping enthusiasts turn to Instagram for product discovery and 87% of people say that influencers have inspired them to make a purchase. That means Instagram’s already-powerful influence and discovery engine is now loaded with advanced features that enable businesses to sell products.

More shopping data collected. Instagram, of course, already collects massive amounts of data from their customers, including shopping behavior and interests. With this development, Instagram controls more of the purchase funnel, enabling them to collect even more data on customer purchases and preferences. This is likely to improve the performance of their advertising network.

Increase sales and ROI. One featured case study illustrates how a Korean skincare brand leveraged an Instagram campaign using a combination of ads with Shopping product tags and Branded Content ads. This particular advertiser achieved an impressive 1.8X higher return on ad spend, 45% decrease in cost per purchase and 42% decrease in cost per “add to cart.”

Compete with growing eCommerce platforms. In the era of Shopify and BigCommerce, visitors looking to purchase products they find on Instagram would typically have to navigate away from the app to buy. With Instagram Shopping, the platform takes more control of the greater marketing funnel and can capture additional sales data in the process. The release of Instagram Shopping coincided with this partnership between TikTok and Shopify, enabling advertisers to drive sales on the TikTok platform. So it’s probably safe to expect more moves by Instagram/Facebook to get further entrenched in the eCommerce space.

A more seamless marriage between influencers and brands. A lot of the marketing language for the product launch emphasizes deeper support for influencers on the Instagram platform, and many of the features address this too (product tagging and support for Instagram Live are a few examples). With over 500,000 active influencers on Instagram, there are no surprises here.

Key features of Instagram Shopping

Instagram didn’t hold back on this launch. They built a slew of powerful features to support brands. Here are some of the core features you should know about.

1. Instagram Shopping Page

This is a customizable storefront where brands can host their products, allowing customers to shop right from your brand’s Instagram profile without having to leave the app. Within the Shopping Page, brands are able to group their products into what Instagram calls ‘Collections’.

2. Instagram Shopping Feed

Think of this as a News Feed for products, tailored to you in the same way that content on your News Feed might be. This is where consumers can discover new products and brands.

3. Shopping Tag

The Shopping Tag allows brands to highlight products being shown in the Instagram Feed or Stories. Shopping tags can also be used within Instagram ads, allowing advertisers to drive traffic to their website or native checkout on Instagram.

4. Shopping Support for Instagram Live

Brands and content creators can now sell products through Instagram Live and form deeper connections with people in real-time.

5. Product Launches

This allows businesses to announce an upcoming product launch, so fans can view details and set reminders to buy as soon as it’s available. This feature supports a range of ad types including video.

6. New Audience Types

Advertisers using Instagram Shopping can now create custom audiences based on actions, like tapping on a product tag to view a specific product. This allows advertisers to re-engage these high-intent shoppers with an ad type of their choosing.

Lookalike audiences can also be created to reach new shoppers that have similar interests to your current shoppers.

Getting started with Instagram Shopping

Instagram packaged up their own guide to setting up Instagram ads, but we’ll summarize the key steps for you here.

Step 1: Confirm Eligibility

Review the requirements below to confirm your eligibility.

Step 2: Convert to a Business or Creator Account

Follow these steps to convert to a Professional Account. Once your account is updated, you’ll be able to add details such as store hours, business address, website links, etc.

Step 3: Connect to a Facebook Page

Follow these steps to connect a Facebook Page to your Instagram Business Account.

Step 4: Upload Product Catalogs

A product catalog is the plumbing behind how Instagram Shopping works and associates with your product data. These are two ways to enable this:

  1. Using the Catalog Manager within the Facebook Business Manager
  2. Importing your feed through a Partner Platform (like Shopify or BigCommerce)

Step 5: Account Review

Follow the steps provided by Facebook to submit your account for review. It typically takes a few days to be approved.

  1. Go to your business’s Instagram profile and tap
  2. Select “Settings.”
  3. Sign up for shopping.
  4. Follow the steps to submit your account for review.
  5. Visit “Shopping” in your “Settings” at any time to check your status.

Step 6: Turn on Shopping

Once you’re approved, you can follow these steps to enable shopping features. If you don’t see Shopping in your settings, it likely means your account is still under review or it hasn’t been approved.

Step 7: Start Tagging

Now you’re ready to start utilizing the shopping features! The first step is to begin using product tags to highlight products in your photos and videos across Feed and Stories. You can feature up to five products per image or video post, and up 20 products on multi-image posts. Good luck!

Want some help advertising via Instagram Shopping? Get in touch with Clever Zebo today.

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