Will Laurenson

🔥 Your E-commerce SEO Game Plan {Part 2 of 3} Most brands make the mistake of jumping head first, into trying to make SEO improvements to their website, without taking a step back to first... analyse the performance of their website, market and key competitors. Unfortunately the Research and Analysis phase, is an area which is often overlooked, as it's critical to highlight any issues, and opportunity areas with your e-commerce store, so you can tailor the best SEO strategy for your business. That's why I believe doing a top-level SEO audit, is a must before you jump in like a headless chicken, and start making random SEO changes to your website.

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The Value in Measurement report from JICMAIL and DMA (Data & Marketing Association) UK is available and is an informative and interesting read for anyone looking to understand effective cross channel measurement for marketing campaigns. Staggeringly 65% of respondents still report a misalignment on measurement and reporting across channels. That's a crazy figure but does highlight challenges of measuring each marketing channel fairly. The report provides recommendations on how to create an aligned view for looking at performance. You can access the report at the following link. I would thoroughly recommend https://lnkd.in/ehXasu4C #jicmail #dma #paperplanes #measurement

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5 things we are focusing on in H2 to take our client's PPC delivery forward... ✔️ Feed optimisation and manual shopping campaign testing to scale visibility across Google Shopping placements. ✔️ Conversion tracking & CRM integrations to enhance the quality of the data in accounts. ✔️ Conversion rate optimisation to maximise the value of our PPC traffic. ✔️ Input into each advertiser's proposition & offers to drive conversion and LTV. ✔️ Reports, scripts, and processes to ensure operational excellence.

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Lots of content about new entrants to the Search market recently. Even Meta want a piece of the pie. Reality is we will most likely continue to use multiple portals and sites to find information. And those of us who want to be found in search engines will need to optimise for all platforms. Yes, even for Bing. Try this query "how to get included in AI search " on all 3 searches. The answers are effectively the workflow for optimising for search results in Google, lol. So, the moral of the story is, just produce good quality, relevant content that your customers need.

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These are the 6 things I always look at when reviewing a piece of performance UGC 👇 ✅ Hook ✅ Product to frame ✅ Benefits/USPs ✅ Reviews/Credibility ✅ Outro ✅ Length If you are ticking all of these boxes and regularly working on iterations of the top performers, you're already ahead of the curve 👏 #paidmedia #meta #tiktok #ugc

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Rogue Traders, but for agencies, would be an instant hit. Here are my biggest ad agency red flags to look out for when choosing who to work with: 🚩 They can't show, or are reluctant to show, past performance on other client accounts & promises are made about performance ( this is especially 🚩🚩🚩 if you've never ran ads before) 🚩 You aren't put through a thorough qualification process to determine if you're even ready for ads right now - ads rely on your whole marketing machine being ready to receive and convert this influx of traffic. 🚩 You're their biggest or smallest client - you'll either be fighting for attention, or feeling the sting of inexperience. What are some agency red flags you look out for? p.s How toe curling would Rogue Agencies be? "Explain to me why you've said you're the #1 choice for late-stage B2B SaaS companies but you've only ever ran boosted Instagram posts for your dad's plumbing business?"

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At the moment I'm auditing 10+ Klaviyo accounts per week One thing I'm seeing is a decline in new customer acquisition New website traffic + Pop Up form submissions in most Klaviyo accounts have been on a steady decline throughout this year This decline usually dates back 3-4 months before they realise their is an issue and they reach out for an audit It's important to stay on top of your marketing that is geared towards new website visitors as opposed to retargeting The performance of this is a leading indicator of your sales in a few months time

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Want to know what one of the most interesting insights to come out of a recent IMRG webinar was? Their take on multi-step checkouts… and this could be controversial! They suggest that a solid multi-page checkout is the route to increased conversion rates. This goes against much of the advice I’ve read and heard, and the fact that Shopify has a one-step checkout means millions of retailers operate in this way. On the flipside, breaking the checkout process down into stages requiring the input of customer info, shipping info, and payment info on different screens does let you see where customers are dropping off more clearly. What are your thoughts on this - are you a multi-step checkout advocate or single-step all the way? #CheckoutExperience #ConversionRateOptimisation #UserExperience #eCommerce

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Some end-of-the-week results showcase - 📉 Cost Per Conversion reduced by 99.1% 📈 Conversion Rate increased by 12,512% 📈Conversions increased by 31,950% 📈New Contacts increased in CRM by 97.1% 📈MQLs increased by 35.7% Key Insights 💡 1️⃣ Before we took over the account, ad money was being spent but without proper conversion tracking. Can't emphasize enough how important that is. 2️⃣ A focus on middle and lower-funnel conversions, considering people who click on Book a Demo as a conversion, Meeting Bookings, and Form Fill ups as conversions. This helped the Ads algorithm collect data and also push for lower funnel conversions simultaneously. 3️⃣ Previously the account was running Dynamic search ads which didn't make much business sense and CPA was astronomical. Switched the structure to Search, Pmax, and now display for retargeting. What are your Lead Gen Strategies for Google Ads? #googleads #leadgeneration

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One of the benefits of modernising your B2B Sales team is the ability to use tools like this from Databox I've created a group of almost 300 businesses with B2B sales teams in our ideal sized client of up to 200 employees and a turnover of £10M If you'd like more insight into the 20 benchmarks I've created, let me know and I can send you the link. If you've got HubSpot you can plug your own data in and compare with almost 300 other businesses in your sector. If you've not got HubSpot - think about getting it. This chart is showing the range and median of the number of new customers B2B sales teams are winning each month How does it make you feel?

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I've worked with 50+ investment companies on lead-gen. 90% struggled with passing ad regulations. Here's 3 tips to ensure that your ads pass: 1. FCA - Google Ads to the UK need an FCA number - If you don't have one, run campaigns overseas to English speakers Want an up-to-date list on which countries you're allowed to target? ↳ Message me 'COUNTRY' and I'll send the top-performers over. 2. Ad content - Ads are not allowed to be misleading - Don't advertise any guarantees that you can't fulfill - Your content must be correct to your services/ products 3. Compliance - If you have a compliance team, have them sign ads off - Train them up on the FCA advertising regulations Following the FCA regulations is so important. Use the tips above to keep yourself out of trouble.

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Anyone that says testing takes time is wrong, well not wrong, but testing and iterating can be done fast as long as it's controlled. In 4 months we have revolutionised a home improvement client's results through creative testing and including qualified lead ads. +57% Increase in revenue +237% Increase in ROI. Great result! Needless to say the client is chuffed. Simples. Now is the perfect time for testing ahead of peak, especially in the home space. Well done to Jordan Callum Brown William Brittain Timur Berent and Ricky Sayles Connective3

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I’ve seen so many brands struggle to increase AOV because they’re focusing too much of their energy on reducing CAC So here are 3 of the exact strategies we used to get an 11% lift in our revenue per transaction and added 6 figures in incremental revenue using AfterSell by Rokt What are you doing to increase AOV – let me know in the comments! #proudpartner

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In Episode 6 of the Retail Media Therapy podcast, Viv Craske and myself talked about 3 topics in our 15 minutes podcast. And we talked about Amazon Ads, as well as Criteo's Q3 results - and analysed. The challenge for retailers is that they get compared to Amazon, but this is not a valid comparison....make sure you listed to the podcast - and find out why.

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Although we specialise in E-Commerce, we have some businesses approach us for leadgen Google Ads. Often they're super keen to work with us, but we have to say no to these businesses more often than not. Why? Because they don't know their numbers and/or have no offline conversion tracking. What's your MQL to SQL conversion rate? What's your average deal value? What's your customer lifetime value? What's your average profit per deal created? Do you have a CRM at all so we can install offline conversion tracking? If I speak to a business and they have no idea about all of the above, or don't want to implement the above, it's a hard no from me. Although E-Com and leadgen are fundamentally different disciplines, a full-blown leadgen setup with offline conversion tracking has many parallels with an E-Com account. It's just the sales cycle that's more complex. #googleads #ecommerce #leadgen

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Here's what most people get WRONG about lead gen with PPC: 1. Not having a clear strategy 2. Not tracking and analysing data 3. Not optimising their landing pages 4. Not understanding their target audience But here's what we do at switcheroo.co.uk: 1. We define your target audience and create buyer personas. 2. We create compelling ad copy that addresses pain points and offers solutions. 3. We design landing pages that are optimised for conversions (clear CTA, minimal form fields) 4 We continuously test and optimise your campaigns based on data and insights. 5. We use retargeting to nurture leads and return them to our site. 6. We integrate our PPC campaigns with your overall marketing strategy. -- PPC can be a powerful tool for lead generation, but only if done right. Don't waste your ad spend on ineffective campaigns! #leadgeneration

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