3 Ways To Optimized Your Twitter Advertisement

  Nik Oliva   None

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Twitter, the social network set up by US bloggers in 2006, as exploded in popularity and become an Internet sensation. Users of all stripes, from average folks to big-time celebrities, have embraced the medium as a great way to keep in touch with friends, family and fan bases.

It was originally intended for communication among individuals, however, a number of increasing organizations have begun to actively participate on the platform.

Given that Twitter is a platform supports nearly limitless applications for business use, for many years the perception has been that is not a serious way to market and advertise.

Nowadays, Twitter is quickly developing into a useful tool for marketers working in small and midsize companies that lets you instantly get the word out about your product, service, and projects.

Twitter currently hold over 500 million users, and is still growing, this platform is quietly emerging with its own business model that is perfectly suited to both desktop and mobile.

Twitter, recognizing the massive opportunity, began offering number of advertising models in the form of promoted tweets, accounts and trends that enable you to target current and potential customers in an attempt to increase your business awareness.

All you have to do is to decide what you want to do with your campaign. In other words, what is your end goal for your Twitter advertisement?

What are Promoted Accounts?

Promoted Accounts allows you to promote your brand name and will help you increase the number of followers your account has. They are the suggested accounts you see to the left of your Twitter stream and beneath your Twitter stats. Here, Twitter will analyze your current followers (these are people who have indicated an active interest in your brand and who want to hear more from you.) to look for people with similar interests, and when they find a match, they’ll suggest your account in the user’s “Who to Follow” or suggestions for you as it is called on the site.

Promoted Accounts is a great way to increase the targeted followers of your Twitter account quickly, especially if you are new to Twitter or simply want to expand your audience. Promoted Accounts are offered on a CPF (Cost-per-Follow) basis. They carry a minimum CPF of $0.50 and a suggested CPF of $2.

You set the price you’re willing to pay for followers, provide some keywords to help target the right people, and your Twitter follower count will start increasing  rapidly. The price per follower depends on your targeting, but you can expect $2.00 – $4.00 per new follower. For local campaigns we have seen it on the lower end of $0.50 per follower.

Twitter promotes its “Who to follow” feature heavily, with a tab at the top of every page. So “Promoted Accounts” are always in front of users.  In the screenshot below, RT is a promoted account, with the small “promoted” icon underneath it.

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What are Promoted Tweets?

Small businesses wanting to expand the reach of their message plus increase follower base should consider Promoted Tweets. Promoted Tweets gives advertisers the ability to promote an existing standard tweet to an audience of your choice. These tweets used to only show up in the search results, which meant limited exposure. Promoted Tweets are generated directly from your own tweets; Twitter will monitor your account for engagement and promote your best tweets to the top of a user’s feed.

In other words, Promoted tweets are exactly that  tweets you have already tweeted that you wish to promote. They appear in timelines and search results. These ads can be targeted by interests, gender, device, geography and similarity to existing followers.

You’ll pay per engagement (Cost Per Engagement or CPE), which means when someone clicks on a link in your tweet, replies to you from it, retweets it, or favorites it. This typically cost between $.50 – $2.00, depending on your targeting. Promoted Tweets carry a minimum CPE of $0.10 and a suggested CPE of $0.50.

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So you will only pay when users interact with your ad by clicking, replying, retweeting or favoriting your tweet. You could use promoted tweets to create greater brand information, reliability and greater sales generation.

Businesses use promoted tweets to spread brand awareness among Twitter users. Twitter will promote your best tweets to a specific audience identified to be appropriate to follow your business. They are also suggested to tweeters when they search specific terms on Twitter; the tweet in question will then appear at the top of the page. Anyone who appears to be interested in your industry could see your tweet.

What are Promoted Trends?

Promoted trends allow you to serve up a trend of your choosing in an effort to make it go viral. Here, you can use a trending topic to drive interest and engagement around your brand or product you want to promote.

A Twitter trend is a particular topic that is very popular at a given moment among users. If a topic is trending, users will be easily able to see it on the left hand side of their timeline.

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Promoted Trends are generally viewable on the homepage of Twitter users as long as these are being advertised. Promoted trends are a 24 hour takeover of the top trends spot with millions of daily impressions. But the current cost of a Promoted Trend for a day is a whopping $120,000to $200,000. Still, if you’re looking for massive exposure in a short amount of time, promoted trends are your best friend. This allows advertisers to take ownership over specific keywords on Twitter. And this is 100% about brand awareness

Brands use Promoted Trend to spread awareness among Twitter users. A Promoted Trend will probably help you reach the most people – so make sure you use a great #hashtag. They are suggested to tweeters when they search specific terms on Twitter.

Investing in growing your follower base and exposing your tweets to more Twitter users can be a great way to help generate more exposure for your content and can actually drive leads and sales to specific types of offers.

Each of the three should be done to complement an overall strategy as un-engaging content won’t magically become interesting if it’s put in front of a large audience.

 

 

Ecommerce: Make The Payment Online

  Nik Oliva   None

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You’ve got your ecommerce website almost ready to go offering products, services whatever it is you’re passionate about. And like you, many ecommerce business owners receive international orders for both single items as well as large quantities.Your customers will need a way to make the payment for the products they wish to purchase.

Accepting payments is the backbone of any online store; without it, customers can’t place orders. Accepting money from customers via a shopping cart is very different and more complex from accepting money from a customer on the physical store.

Figuring out how to accept online payments can be a daunting process, especially for a newly established business. However, it can be much easier and safer, if you know what to do.

Unless you are planning to give away your products for free, what payment options do you plan to offer your customers?

Paying cash in e-commerce is quite unusual and not very practical. And it is unsafe to put cash in an envelope and send the money via postal services. If you still prefer to process payments off-line, offer your customer to use remittance services or they can directly deposit the money in your bank account (all you have to do is forward your banking information to the buyer, who will make the payment).

Payments via On-Line Payment Processing can save both customer and the merchant’s time, as well as make for a smoother transaction process.

The quickest way is to add a purchase button in your shopping cart, which is linked to your account with payment bureau  (processer).

PayPal is by far the most popular online payment provider allowing almost anyone to set up an online payment mechanism. Papal offers shopping cart system and systems that can handle donations and payments for services or subscriptions, as well as retail.

The payment process will then take place at the payment processor’s website and not on your website.

The downside to PayPal is the fees. This may not sound a lot when you are starting out, but it can become fairly painful in the long run.

If you want to accept credit card payments directly, rather than through services like PayPal, you must have a special bank account which allows you to do this, so you will need an Internet Merchant Account.

There are two ways to accept credit cards on your website. First, you must to set up your merchant account.

A merchant account is a type of bank account that allows your business to accept payments by debit or credit cards and to process the money via a credit card processor into your bank account.

Obtaining a merchant account can be a long and complex process, particularly if you’re a new, small business that’s going through this process for the first time. Even if you’re a sole proprietorship, a business bank account is a must have before opening a merchant account.

You can find merchant account providers by looking in the yellow pages or through searching online. The simplest option tends to be going with your local bank. The bank will know you as a personal customer and will make the process of setting up a merchant account easier.

In order to get a merchant account you must apply and be approved to use the service. However if you cannot get a merchant account, there are still ways to accept credit cards.

Once you are set up with an merchant account, you need to sign up with a payment service provider

A merchant account provider (aka payment service provider) is responsible for processing your credit card transactions. To sign up, you’ll need to set up a merchant account through your provider.

Many payment service providers will help you get merchant accounts through their relationships. So even if you have failed with your own bank, you may still be able to get a merchant account.

Payment service providers handle the pages on a website where customers submit their payment details. They collect your customer card details over the Internet, passes them to the bank, (where it receives the Approval or Disapproval notice) and then conveys this back to the website. In short,  payment service provider acts like an online cash register.

Keep in mind that complying with the Payment Card Industry, Data Security Standard (PCI, DSS) is a requirement if you or your shopping cart software store, transmit or process credit card numbers.

Payment Card Industry, Data Security Standard (PCI, DSS) is the global card industry security standard, which provides an actionable framework for developing a robust payment card data security process including prevention, detection and appropriate reaction to security incidents.

It is established by five major international payment brands, JCB, American Express, Discover, MasterCard and Visa, to ensure the security of sensitive information handled by merchants and payment processors.

Payment service providers are sometimes referred to as payment gateways. A payment gateway is the service that processes credit card transactions for you.  In other words,  payments can be placed directly on a website and deposited straight into your bank account.

The gateway encrypts the data (payment information provided by customers at the check-out) and transmits it to the card issuing bank for authorization . Meaning, gateway is a third-party system of computer processes routes, verifies, processes and accepts (or declines) credit card transactions on behalf of the merchant over secure and encrypted Internet connections. Then the authorization response is then sent to the merchant and is displayed to the cardholder. The payment gateway then sends the response back to the web server when the appropriate message is displayed to the user such as “Your payment has been successful”.

Payment gateways offer a list of merchant account provider to chose from. The same with merchant account providers who have their suggestions of payment gateways.

Moreover, some merchant account providers offer an complete hassle free’ solution where they, supposedly, handle your merchant account and the processing of the credit card orders, you may prefer to let separate companies handle each section.

For instance, you may let one company provide the online authorization service, and get a merchant account yourself with your chosen bank.

There are many different payment gateway the most popular gateway out there is Authorize.net or PayLeap, although there are a lot of other options depending in your needs.

The best way to understand payment gateway is by comparing it to when you go to your grocery store and pass your credit card through the machine.

Similarly,  you allow your online customers to process payments online and pay with their credit cards or checks right on your website. Making gateways to be an extremely convenient and cost-friendly way of accepting payments.

Consumers have built trust in particular payment gateways and prefer to use them to make the payment online; failure to offer certain gateways can close the door to these consumers.

 

The Power of Retargeting

  Nik Oliva   None

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Retargeting, sometimes called “remarketing” is a form of online advertising based on the previous behavior of the internet user. It is most often used to describe online ad placements and display ads, served based on a user’s activity on your site.

Are you looking for ways to strengthen your brand awareness online? Wouldn’t it be great if you could target consumers who recently searched and visited your ecommerce site?

Many studies suggest that only a small fraction of the visitors that a site receives will leave the site without making a purchase. And in many cases customers are turning to competitors not because of quality or price, but because their brand as well as the infinite number of options available that are too easily located.

That’s a chilling and sometimes deflating statistic for entrepreneurs and site owners. But, with the help of technology we have nowadays, you now can market for the second time to customers already in the buying process and those that have expressed a high level of purchase intent.

In other words, companies can now serve personalized recommendations to consumers who return to their website, based on their earlier browsing history.

Many advertising companies use multiple terms for similar strategies. There are three main terms you hear when talking about this approach; Remarketing, Remessaging and Retargeting.

Google calls their product “Remarketing” and Microsoft titles their product “Remessaging”, while the rest uses the term “Retargeting.”

What is retargeting and how does it work?

Retargeting is a cookie-based technology that uses simple a Javascript code to anonymously ‘follow’ your audience all over the Web.

This Javascript code creates a list of people that visit your site by placing anonymous retargeting “cookies” in their browser (this cookie is a small file that stores information) and the cookie will store the site visit, but does not store any sensitive information, such as the site visitor’s name, address or any other piece of information that might personally identify the visitor. By this you can now target ads to them on other sites they visit. These ads appear on a variety of other sites around the web, keeping your brand in front of your bounced site visitors in an attempt to bring them back.

This list allows retargeting platforms (companies) to display retargeting ads to your potential customers as they visit other sites.

Retargeting budgets can be just a couple hundred dollars a month. Business owners can certainly spend more or less depending on their needs and their marketing budgets. What makes retargeting so appealing is that it’s done through third party networks like AdRoll and Google AdWord remarketing.

Remarketing is a powerful way to stay engaged with your target audience. © Mocnypunkt

Remarketing is a powerful way to stay engaged with your target audience. © Mocnypunk

Within the realm of retargeting, marketers can now choose between site retargeting and search retargeting.

Site retargeting involves showing text and display ads on popular websites to web users who have previously visited your site.

With over 4,000 and growing active customers, AdRoll  has been around since2007 and has the largest customer base of any retargeting platform. Since AdRoll works with the largest ad exchanges, you can retarget your customers just about anywhere they might go online.

This video will help you further understand how AdRoll works.

It is a great new advertising platform which helps smaller brands finding relevant websites to place high impact advertising and it helps publishers to earn money from their niche site.

AdRoll offers a service which allows you to run an ad campaign online in the form of images. So you can now put up various sizes of banner display ads, including the ability to remarket to visitors on various website as well as on social media sites like Facebook.

Site retargeting captures users that have visited a brand’s website, therefore, also signaling intent through online actions. In this case, you’re not using the typical ad setup by selecting demographics, locations, etc. None of that is important since you’ll only need the users who’ve been to your website will see your advertisement.  You can even get pretty fancy and retarget visitors who landed on specific pages.  So if your visitor was on the specific web page, you can set it up so they’ll see an ad with your retargeting advertisement in it.

On the other hand, search retargeting is a subset of retargeting, which enables advertisers to reach back out to users who have previously searched for their brand name or target keywords.

In search retargeting, instead of showing follow-up banner ads to people who have visited your website, you’re showing follow-up ads to people who have searched for specific terms on search engines.

For instance, your prospect user performs a Google search for “Samsung Galaxy Note 5.” However they will likely click on an organic listing and end up on Samsung website, and other sites like Ebay over a period of time before they choose the make and model.

Of course, aside from Samsung store, there so many smarthphone retailers like you that most people will miss your company when they perform a search.

The search for “Samsung Galaxy Note 5.” places a cookie on your prospect’s computer.

The cookie essentially “tags” the prospect so you can find them later. Keep in mind that the cookie is anonymous and it’s not tracking personal information.

The cookie allows you to show your Samsung Galaxy banner ads to the prospect as they continue surfing the web, since your  ads are actually relevant to them it will likely to be noticed.

Search retargeting advertisements are set up and optimized at the individual keyword level.

Eventually, prospects click your awesome Samsung Galaxy banner ads and visit your ecommerce store.

What your advertisement is really doing is raising their hand and telling you exactly what they want. This is where search retargeting comes in.

So when a browser searches for a keyword relevant to your business, your search targeting platform anonymously remembers that search term and targets the right user with a display ad based on their search terms.

Therefore, with search retargeting, you can actually engage those users who have not yet visited your site, but have searched for terms related to your product.

According to the study conducted by Sherpa, the average ecommerce website has a conversion rate of roughly 3%. That means 97% of the visitors to your website will leave without filling out your form, buying your product, or downloading your eBook.

For the reason that many visitors, especially brand new ones, aren’t quite ready to take action.

They’re mostly in the early stage of purchasing, just browsing, or want to check out your products and services for comparison.

By using retargeting, you can increase the number of those visitors that return later and eventually convert.