E: Hello [@] CreativeTraction.com | T: @DuaneBrown

Free Tool Builds 100+ Long-Tail Keywords For SEO & PPC

Keyword Tool uses Google’s Autocomplete to generate 750 relevant long-tail keywords based around a set of words you type into the search box (it’s free). If you’re involved with SEO, PPC or content creation then you know how useful these keywords can be. You can also find out searches for Google Play, which I’ll get into next month when I write about the Basics of App Store Optimization (ASO).

About Google’s Autocomplete
As you type in Google’s search box, you can find information quickly by seeing search predictions that might be similar to the search terms you’re typing. For example, as you start to type [Canadian], you may see other popular Canadian-related searches.

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Difference between User Acquisition & Demand Generation

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Performance marketing (paid search, display and paid social) is a challenging and interesting space with heavy industry jargon. Similar to customer vs consumer, the latter being a person who buys a product in your category/vertical but doesn’t buy from your company, like a customer would.

I see many people mix up and use the terms user acquisition & demand generation interchangeably. I don’t feel they mean the same thing.

So what is the key difference between the two terms?

Demand Generation: Sits at the top of the purchase funnel covering awareness and consideration
Similar to consumers, these people don’t buy from you (not yet anyways). Consumers might buy from you competitor(s) or you might have to show these people why they need your product. This is especially true if you’re creating a whole new category for your industry. This is what the iPod, tablets, Dropbox and even the selfie stick have all done. There was no (or very little) demand for this product before and in a few short years (9 for the selfie stick) you’ve people who can’t live without these product.

User Acquisition: Sits at the bottom of the purchase funnel covering purchase(s) and advocacy
Like customers, these people already use your product or service.User acquisition falls under purchase and advocacy for the purchase funnel.  Customers could be new or long-term users of your product, but they buy from you none the less. Your job is to up/cross sell other products from your company and create a long-term customer for your brand. The work isn’t done once someone has bought from you, you’ve to work twice as hard to keep them as a customer.

What do you think… am I off base about user acquisition & demand generation?

Why Focusing On Major Cities May Cost Your Business Money

Why Does It Matters
Depending on your business, you may get 80% of your business from urban centres. However, you may not spend that same amount on your marketing in your those markets (could spend more or less). Finding out where you get your business from and what you spend to acquire that customer is a key determination of your success.

A similar example of this idea is a story I heard a few years ago about major bank who found out that 10% of their customers where producing 70% of the calls to their call centre (and thus were greatly unprofitable for them). After months of doing the research and double checking their number, they sent those customers a letter saying they couldn’t be a customer anymore and would happily help them transfer to a new bank. This allowed the bank to refocus on up selling and creating better services to their profitable customers.

Business is as much about making your company more money as it is about finding ways to cut down on your expenses and focus on your profitable areas of the business.

How To Do It
If you login your Google Analytics and head to the “Channel” subsection under “Acquisition” on the left hand panel. You’ll see all the different marketing channels that are driving your business forward.

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Use Dayparting To Decrease Google AdWords Spend

Why Does It Matters
Dayparting equates to showing your ads only at specific times and/or days. If your business hours are only from 9am-9pm, then you may want to turn off your ads during non-business hours. There are also more advanced uses for dayparting including only running/stopping ads during peak hours or slow times/days. You may want to run ads during peak hours because conversion rates will be highest at that time. Conversely, you could turn off ads during peak hours because you already have more business than you can handle during those hours. For slow hours/days, you could offer coupons or specials only during those hours to try to drum up business.

How To Do It
Step 1.
Login to  your Google AdWords account and set your date range for 30 days. On the main navigation look for and click on the “Dimensions” tab. Next click on “View” drop down and then “Time” and finally “Hour of Day”. This will break down your spend and numbers into useful information.

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Customer Growth: Use Question And Statement Keywords In Your Paid Search

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Why Does It Matters
Depending on the services your nonprofits offers. Many people search asking questions (What is a postback in Appsflyer?, How do I add x service to Google Doc?), or make a statement (I hate using IE or How to track data in an app). Understanding how people search is important to understanding the people who use your services.

How To Do It
Use the Internal Site Search Analysis report you created in the last section. Look through the list and see if people are using the search box to type in questions or statement. An important thing to note is that questions don’t always have the question mark after them, so it’s important to carefully look through the list. The other option is to use Google’s Keyword Tool (adwords.google.com/o/KeywordTool) and see what questions or statements are related to your service(s).

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