Bo Vibe

Using GA4 vs. Plausible for answering questions like: - How many purchasers signed up for our newsletter too? - Did Instagram visitors visit the pages we wanted them to? - How many people who visited the blog also started a trial? etc. In GA4: Get ready to juggle GTM events, complex UI settings, Free Form reports, sometimes even the Looker Studio. And still get incomplete data due to declined cookie banners. In Plausible: Pick what to track in Settings, use the provided code snippet and tag actions you want to track (if applicable). Then, just use filters on the dashboard. Easy. 💡

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Eli Schwartz has some interesting views on SEO, particularly around challenging the notion that rankings equal conversions. His comments at the beginning of this interview on AI overviews are very interesting - publishers need to now focus on middle of funnel than broad top of funnel searches. Winning page one of top of funnel might be great to report back on, but do they result in conversions? https://lnkd.in/exEi8zPi

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Key Insights Revealed Google Search in 2024: We have seen significant changes in Google search patterns, and the analysis by Datos and SparkToro only proved us right. As Tactica operates in both Europe and the United States, we've observed these changes firsthand. Key Findings from the Datos & SparkToro Study: Zero-Click Searches: Nearly 60% of US and slightly higher in the EU searches end without a click, underscoring the growing trend of zero-click content. Google's Ecosystem: About 30% of clicks in the US and fewer in the EU lead back to Google-owned properties, highlighting Google's stronghold over search traffic. Open Web Traffic: In the US, only 36% of clicks go to non-Google sites, while the EU sees a slightly better 37.4%, possibly influenced by the EU’s Digital Markets Act. Paid Search Clicks: Despite the extensive presence of ads, only 1% of all clicks in both regions are on paid search results. These findings, alongside our observations, cover the impact of recent EU regulations, the effect of AI Overviews on search behavior, and the comparison of mobile vs. desktop search patterns. Dive into the comprehensive report by Datos and SparkToro to explore these insights further. At Tactica, we continuously strive to provide our clients with the most up-to-date and relevant digital marketing strategies. Contact us to see how these insights can optimize your online presence.

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Google Ads recommendations are often not suitable for you, but you might not know what you can ignore. How to successfully leverage Google Ads automation, and when to just turn it off and ignore it. https://lnkd.in/dbbxMAsM

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This episode is all about LinkedIn Advertising with Otso Karvinen. We discuss who LinkedIn Ads are for, how to effectively use them, ways they can go wrong and why it's such a ruthless platform for beginners. Struggling to get LinkedIn Ads working or just want to up your game? Have a listen below: https://lnkd.in/ekYWXPRc

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Have you heard about the Google leak? 👀 Last week, over 2.500 internal Google documents were leaked, providing relevant insights into the algorithm's inner workings. Google misled the public when SEO experts got too close to exposing parts of the algorithm, as revealed by the documents. The leak has shaken the SEO community, and in our article from last week, our SEO expert, Manne Högström, guides us through the details of the leak and the impacts that will follow. 🔍 Read the full article to discover: 🔹 What the Google leak is all about 🔹 How it impacts SEO strategies 🔹 Essential tips to adapt and thrive in this changing landscape Stay ahead of the game with our expert insights!  Follow the link below to read the full article👇 🔗 ENG: https://lnkd.in/d93ESu3g 🔗 DK: https://lnkd.in/d3JzfM2Y 🔗 SV: https://lnkd.in/drExDDrV  #SEO #GoogleAlgorithm #GoogleLeak #DigitalMarketing

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What's the difference between brand marketing & SEO? Fundamentally? In one you're chasing algorithms, in other the unconscious mind. There are a few other very big differences. For example, suddenly hit a downturn in rankings? You can improve the quality of the site's content or find whatever technical issue is preventing Google from effectively crawling and indexing or whatever (clearly not talking to HCU sites who clearly can't do anything about it...) If you make a branding mistake and need to course correct you're not trying to adjust to an algorithm you're trying to change the minds of real people - that is way harder. And it means trying your hardest to get things right from the get-go. This and other points about what SEOs need to know about branding as I chat with Shelley Walsh on IMHO! https://lnkd.in/dwFANHFB #SEO #marketing

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🚨 Are LinkedIn Ads Losing Their Edge? 🚨 P.S. These observations are based on the campaigns that I tested in the European market. 📉 Over the past year, I’ve noticed a major shift in LinkedIn Ads’ performance. What used to be my go-to strategy for lead magnet downloads has taken a nosedive! 😬 Despite using the same approach, conversion rates have dropped significantly, and the CPL (Cost Per Lead) has shot up! 🔼 And it’s not just limited to lead magnets – I’ve tested webinar registrations too, but LinkedIn Ads just aren’t delivering the way they used to. In fact, I’m seeing better results through good old cold outreach compared to event promotion campaigns. Is anyone else experiencing this? Or have you cracked the code for LinkedIn Ads in 2024? Let me know in the comments 👇 #linkedinads #digitalmarketing #b2b

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One of the beauties of shifting from traditional SEO to Large-Language Models Optimisation (#LLMO) is that content is once again king. You want to put your brand on top of AI-driven search engines? Dive into the theory of attention. ⚠️ LLMs' aim is to capture user focus through relevant, engaging, and personalised content. Rooted in cognitive psychology, it suggests optimising content beyond keywords by creating compelling narratives that deeply resonate with user needs. 💡 This involves forging a strong connection with your audience by understanding their intent, behaviour, and preferences to craft content that truly captivates them. Every marketing & sales team should start focusing on four areas. ❤️ Focus on Sentiment Analysis Map the most sentiment-bearing words or phrases in customer reviews, social media posts, or survey responses. This can lead to more accurate sentiment classification and insights into what specific product or service aspects are driving positive or negative sentiment. ⏳ Understand Customer Intent Prediction (CIP) Attention models could better predict the underlying intent (e.g., purchase, support request, complaint) and route customers to the appropriate response or service by attending to the most relevant parts of customer inquiries or conversations. 🎯 Map context Focus on the most pertinent user preferences, browsing history, or contextual signals when suggesting products, content, or offers tailored to each individual customer. This will be helpful when retro-engineer the links between questions (prompts) and answers from LLM-powered search engines. 🧠 Build on Interpretability The attention weights generated by these models can provide insights into what specific factors or inputs the AI prioritises when making predictions or decisions. Considering LLM-powered search engines are widely opaque in how they process information, it is vital to understand how your brand is currently understood by them, interpret & build patterns, and observe changes triggered by your actions. 🫶 To read more about LLMs, LLMO, AI & SaaS marketing, you can visit & subscribe to my Substack blog here: https://lnkd.in/eCHi9nea

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It's done. And it ended on 4/19…? -> BREAKING : Google March 2024 core update rollout is now complete via Barry Schwartz Some thoughts about the completion of the March core update: *How in the world could Google NOT explain it ended a week ago? Seriously, did someone fall asleep at the wheel? *I feel terrible for site owners heavily impacted by the September HCU(X). Not one has recovered and most are down more. Some are down over 95%. Like the screenshot below of a site down 97%. Yes, 97%. *There is no way IMO that the HCU classifier was removed. Or it was, it was replaced by the next generation HCU classifier which is on steroids. Many of those sites impacted in September dropped heavily with the March core update. *Beyond that, there are some very interesting cases based on this core update. I will hopefully be sharing more about that in the coming weeks. There was a ton of movement with this update (outside of HCUX sites). Some massive surges and some huge drops. And across many verticals. *And finally, I can now stop my "Google Morning Google Land!" updates each day. At least for now. :) #google #seo

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Google's third-party cookies aren't crumbling just yet.🍪 In Katerina Van Biene's latest update, she shares valuable insights and actionable steps to help prepare and build out data strategies for when the shift comes. ⏳ Highlights include: ☝ Maximizing first-party data potential 🤝 Partnering with top ABM platforms for fresh insights ♻ Evolving segmentation strategies for better targeting 🔎 Adapting to new measurement metrics and budget structures We also break down the phase-out of third-party cookies in #Chrome with a detailed timeline and key updates. Check it out here: https://lnkd.in/gepTuqxy

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⚠️ We discovered that 60 % of Rouvy's Google Ads budget was allocated to wrong microconversions. ⚠️ ROUVY, an indoor cycling app, utilizes microconversions to boost app downloads and sales. 📈 But what happens if those microconversions fail to translate into actual sales? Well, you risk losing money and sales opportunities. In Rouvy's case, we identified that only 16% of their microconversions effectively led to main events, resulting in 60% of their Google Ads budget being misallocated. 👇 We uncovered this through High-Value Modeling. Interested in learning more? Read the full case study 👉 https://lnkd.in/gjRGuSGu

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Would you like the same functionality for your website? https://lnkd.in/efA93tCW Let's build it together with Optimum7! Amazon's website design is a masterclass in strategic user engagement. From the moment you land, the prominent search bar prompts targeted searches, steering you toward a tailored shopping experience. Detailed filters, clear calls to action, and enticing upsells like warranties enhance your journey, boosting your satisfaction and Amazon’s profits. The end goal? To increase your average order volume and secure your loyalty as a long-term customer. #AmazonShopping #UserExperience #StrategicDesign #CustomerLoyalty #EcommerceSuccess #AmazonExperience #UserEngagement #EcommerceStrategy #OnlineShopping #SmartNavigation #CustomerExperience #RetailInnovation #DigitalMarketing #WebDesign #TechDrivenShopping #bigcommerce #shopify #volusion #miva #woocommerce #ecommercetips #duraninci #optimum7

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Curious about the best way to do bidding on LinkedIn Ads? According to Kevin Hjorslev, one of LinkedIn’s #CertifiedMarketingExperts, it starts with sorting out maximum delivery vs. manual bidding. Discover Kevin’s key insights and learn more about the LinkedIn Certified Marketers network: https://lnkd.in/gCSe6q-i

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Boost your lead volume on Meta (Facebook & Instagram) 📈 🔹 Increase your ad spend. Spend more on ads to quickly boost lead volume, but only if your lead quality is already good. 💰💼 🔹 Expand your audience. Widen your campaign's target area. Increasing the location radius by 5-10km can significantly grow your audience. Try using a Broad Ad Set too. 🌍🎯 🔹 Ask fewer questions. Keep your form simple. More than three questions can make people leave. Ask only essential questions and save others for the intro call. 🤔❓ 🔹 Test more creatives. Add new creatives to your campaign. Try different offers, headlines, and layouts. See if they perform better than your current ones. If you've only used static images, try testing a video. 🎨📹 Curious to learn more? With a decade of experience in Meta lead generation, we ensure our clients get high-volume, high-quality #leads. We closely monitor campaigns to generate leads that result in #sales - with proven results. 📊💼 . . . #LeadGeneration #FacebookAds #InstagramAds #MetaAds #DigitalMarketing #AdvertisingTips #MarketingStrategy #Sales #BusinessGrowth #HiiSocial #HiiAgency

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Transform your advertising strategy and see tangible improvements in your business outcomes. With AdScience, you can focus on high-quality leads, less time wasters, and greatly reduced ad costs. Ready to take your ads to the next level? Let’s get started 🔗 https://lnkd.in/d8Ca-e_R #AdScience #SmartAdvertising #AI #MarketingInnovation #BudgetOptimisation #BusinessGrowth

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Google has updated its user consent policy for Customer Match ads. This means you'll need to get explicit consent from users in the European Economic Area (EEA) to keep showing them personalized ads. This is in response to increasing privacy regulations in Europe and Google's efforts to ensure compliance. Don't worry, there are a few ways to get that user consent: • Google Ads API • Partner and Audience Partner API • Manual input in Audience Manager (Google Ads UI) • Conversion-based Customer lists (requires Consent Mode enabled) The bottom line: make sure you get those consent signals squared away to keep your EEA ad targeting on track.

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